Strategy, tactics, or Strategic objectives to reach the targeted market
Given that Adirondack Creamery’s products are rich and flavorful because no emulsifiers, stabilizers, artificial ingredient, additives, colors or replacements are added, marketing objectives should reflect the organic foods principle used by the Whole Foods Market in setting excellent standards in food retailing (Datamonitor Report 4). The primary goals of this marketing campaign is to outline the strategic marketing goals to be used in marketing Adirondack Creamery. The adopted strategic approach should be able to convince clients and generate sales.While Adirondack should not segregate clients on age, tastes, and region, the strategic marketing approach should be niche or specialized because of the premium nature of natural products (Datamonitor Report 4).
The strategic marketing approach that suits Adirondack Creamerylinks the mission, vision, and objective statements of Adirondack Creamery and Whole Foods Market with other critical success factors such as buyer characteristics and wholeness of the products being distributed. Execution of this marketing approach will be undertaken in conjunction with partnerships, distribution, pricing, and brand positioning. This strategic marketing approach will not only enable customers to make informed decisions but it is also vital for enhancing the ability of Adirondack Creamery to select marketing tactics to deliver better tactics.
Analysis of market competition, pricing, and distribution will assist the company in choosing the right communication channels to market the product. This can be attributed to the fact that this strategic approach helps in conveying the “what, who, why, how, and when” aspects of the marketing plan (Ireland, Hoskisson, and Hitt 20). For this reason, the strategic marketing approach will outline the plan to be adopted to engage the audience to consume products distributed by the company. Information contained in the marketing plan should reflect all aspects of the marketing mix: product, promotion, pricing, and place.
Strategies and Programs
The Product Strategy
Adirondack Creamery intends to supply and distribute a range of creamery products within New York City. These creamery products are high products which are both rich and flavorful does not use any emulsifiers, stabilizers, artificial ingredient, additives, colors or replacements and uses recombinant bovine somatotropin (rBST) free products.
The Place Strategy
The analysis of industry trends and the proximity of Adirondack Creamery within New York City makes it suited for the region. Besides, distribution obligations will be left for Whole Foods Market, which has developed distribution networks.
The Promotion Strategy
Promotion being a complex task will involve the incorporation of several mediums to distribute the creamery products. While Whole Foods Market will play a huge role in the sale and distribution of these products, Adirondack Creamery will use promotion mediums such as direct sales from Adirondack stores, distribution to retail distributors, and dial-a product services. Adirondack website, print media, and social media network pages will form an appropriate platform for improving communication and advertising channels (Nadine, Sandrine, and Barbara, 698)
Pricing Strategy
The prices for the organic and creamery products will be dependent upon several factors. These include the premium quality and the quantity, and the prevailing competitive market prices for natural creamery products.
Media Mix Selection and Budgeting
Selection of the best marketing communication strategies entails the strategies that will minimize costs, influence commitment from clients, and bring positive consequences in terms of sales generation. Targeting and audience reach forms the main determinants of media mix selection. As such, the major factors to be considered in media selection type is the characteristics of the target group, the budget, type of advertising, product characteristics, the media space and characteristics.
The targeted age for this marketing campaign is not limited to any particular age group because the creamery products comprises people who love natural creamery products and love healthy living. The targeted region is within the New York City region and the marketing budget and communication is $2,100. The following is a breaking down of the costs of advertising and promotions.
Media Schedule and Campaign Integration
Key milestones, and deliverables
The milestones will involves the following activities:
- Determination and evaluation of communication and advertising mediums
- Development of appropriate strategic tools for determining and quantifying the master plan for the advertising process
The deliverables for the advertising process will involve aspects relating to the conception of advertising ideas, management of advertising aspects, and ensuring the realization of project goals, objectives, and milestones. Ensuring that the advertising project sticks to the specified project goals, budget, and overall marketing objectives.
Monitoring and Evaluation Process
The marketing campaign will set specific sales targets to be evaluated on a quarterly basis. These quarterly sales will be establishedbased on theoperational areas. The strategic and tactical marketing programs will be subject to modificationin order to provide a true reflection the efficacy and efficiency of concepts identified in the strategic marketing approach and marketing mix. Adirondack Creamery in conjunction with the sales and marketing team of Whole Foods Market must be committed to the realization of marketing objectives and ensure thatthe organic creamery products will be profitable and be in a position to enable the company to satisfy the specified marketing goals and objectives. The major conclusion of this marketing program should ensure that selling Adirondack Creamery products in conjunction with the Whole Foods Market will be profitable in the long run and enable the company to register substantial profits.
Critical Issues
This marketing program will be dependent on Key Performance Indicators and Critical Issues. For this reason, the sales and marketing team should ensure that it pays greater attention to specific marketing issues given their criticality in supporting the success of the marketing program. These issues that require attention include the following
- The development of new creamery products to enhance the product portfolio
- Quality improvement
- Premium pricing
- Constant expansion and market research
- Ensuring that it adapts to the eating culture along New York City
Evaluation and Creation Process
This is the final part of this marketing campaign will involve measuring the extent to which the marketing program realized its objectives and goals. Answers should be provided to the following questions
- Did the marketing programs place the adverts on time?
- Did the advertising message reach the targeted audience?
- Were the advertising aspects stick to the required budget
- Finally, yet important provision of answers to the issues above will enable the marketing team to identify areas and ideas for improvement.
Marketing Campaign goals and objectivesThe major goals of this marketing campaign is to:
- Enhance lifetime value for all customers
- Increase the average number of Adirondack Creamery products purchased per sale
- Increase the percentage of returning customers
- Attract new customers to purchase the products of Adirondack Creamery
- Increase the number of goods being purchased by the loyal customers
- Increase customer awareness on the products
- Increase Excellency and visibility of the products to the customers.
- Increase new customers through thorough and efficient campaign.
The major objectives of this marketing campaign will be to:
- Increase lifetime value of customers for more than 20%
- Increase brand identity through customer survey
- Increase the frequency that the loyal customers to standard once per quarter.
- Increase customers through thorough campaign for 20%
- Increase the number of new customers by ten thousand a month
- Increase the number of returning customers by 5%
Primary and secondary audiences
The target primary audience of this campaign will be children and the patients that have special needs. On the other hand the target secondary audience of this campaign will be families, educational centers and hospitals. The campaign will explore foreign market through the use of internet and research, the target market in the overseas will be institutions and supermarkets that are well known and has a high population. Key Campaign Message campaign
The key campaign messages will be to show how unique the products from Adirondack Creamery are compared to other companies that offer the same products. The message will define well the benefits that, the message will be formulated in a way that it will be easy for the customer to understand. The message will provide customers with a good image of the products through the word of mouth and thorough advertisement. Arguably, the campaign message that will be used in the campaign will be consistent, concise and majorly focus on the customer. The message will deliver our intended promise on offers and free services to the new and loyal customers.
What is the “big campaign idea”
The big idea of this marketing campaign will be to reward fans with printable coupons; the customers will be in a position to understand well the products and the benefits that one gains by using the company’s products. Another idea that will help this company gain attention from customers will be to give fans special content. Information about the intention and the various offers provide by the company will attract many customers hence an increased sale of the company’s product.
Another good idea that will be used to enhance the purchase in the company will be to attract customer’s attention by offering free goods on purchased products. It will also be helpful for the company to showcase its product and services to the target market. Providing offers to customers will help gain their attention hence an increased number of sales in the company.
Work Cited
Datamonitor Report. Whole Foods Markets. Datamonitor Report, 2012. Print
Ireland, R., D., Hoskisson, R., E. and Hitt, M., A. Understanding Business Strategy: Concepts and Cases. New York: Thomson Publications, 2008. Print
Nadine Henley, Sandrine Raffin, Barbara Caemmerer, (2011) "The application of marketing principles to a social marketing campaign", Marketing Intelligence & Planning, 29.7 (2011): 697 - 706
