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5/2/2013

COMMUNICATION PLAN

Media Management and Planning Final Tricia Price, Audra Hurley, and James Parker

Turquoise TAJ Communication Plan TABLE OF CONTENTS

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Executive Summary…………………………………………………………………….Page 2 Company Description…………………………………………………………………..Page 2 Mission Statement……………………………………………………………………...Page 3 Company Goals…………………………………………………………………………Page 4 Situation Analysis………………………………………………………………………Page 4 Target Market……………………………………………………………………..........Page 6 Marketing Mix………………………………………………………………………….Page 7 Product Purchase Cycle………………………………………………………………...Page 10 Communication Budget………………………………………………………………...Page 12 Appendix I……………………………………………………………………………...Page 13 Appendix II……………………………………………………………………………..Page 14 Appendix III……………………………………………………………………………Page 15 Appendix IV……………………………………………………………………………Page 16 Appendix V……………………………………………………………………………..Page 17 Appendix VI……………………………………………………………………………Page 18

Turquoise TAJ Communication Plan

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Communication Plan Turquoise TAJ, Inc.
EXECUTIVE SUMMARY This marketing plan for Turquoise TAJ has been created by its three founders to secure funding for growth and to inform employees of the company’s current status and direction. Although Turquoise TAJ was launched recently the company has experienced greater-than-anticipated demand for its products, and research has shown that the target market of health conscious alcoholic consumers and alcoholic beverage retailers would like to buy organic liquor that Turquoise TAJ currently offers. We are interested in extending our product line as well as expanding our target market past the tri-state area. In addition, Turquoise TAJ plans to explore opportunities for online sales. The marketing environment has been very receptive to the firm’s high-quality goods-organic liquor reflects the interests of health conscious consumers in the tristate area. As we continue to expand, Turquoise TAJ can increase its distribution, offer new products, and gain new customers. COMPANY DESCRIPTION Turquoise TAJ was founded by entrepreneurs Tricia Price, Audra Hurley, and James Parker. Price has an undergraduate degree in Public Relations and worked for several years in the organic industry as journalist for Organic Environment magazine. Hurley operated an nonprofit organization called Go Green!, which arranges group trips to rehabilitate natural environments in Oklahoma communities. Parker created a 5-year campaign to advocate organic living in Nevada. The trio collaborated to create a new and inventive product that offers alternative, healthy choices in the alcoholic beverage industry.

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Turquoise TAJ reflects the three’s passion for the organic. The company’s original beverage, Vodka, proudly bears the logo of Turquoise TAJ. But every item shows off the company’s slogan: “Drink Happy, Stay Healthy, Taste the Difference.” Turquoise TAJ will expand to sell a variety of liquor including whiskey, rum, and wine.

Turquoise TAJ attire is currently carried by small retail stores that specialize in organic foods and alcohol. These retailers are concentrated in Oklahoma, Missouri, and Arkansas. The high quality, trendy packaging, and distinctive message of the liquor will gain Turquoise TAJ a following among consumers between the ages of 21 and older. Sales continue to rise within the last year, and Turquoise TAJ is currently working to expand its manufacturing capabilities through introducing new products. We are striving to promote a healthy lifestyle and staying environmentally aware in order to implement an organic way of life. This plan will outline how Turquoise TAJ intends to introduce new products, expand its distribution, enter new markets, and give back to the community. TURQUOISE TAJ’S MISSION STATEMENT Turquoise TAJ’s mission is to become the leading manufacturer of organic and environmentallyfriendly alcoholic beverages for consumers who are health conscious. Turquoise TAJ wants to give consumers the option to consume alcohol that is healthier than competitor products and expand profitability in order to showcase our product throughout the nation.

Turquoise TAJ Communication Plan COMPANY GOALS

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During the next year, Turquoise TAJ seeks to achieve the following financial and motivational goals: Financial Goals 1. Obtain financing to expand manufacturing, increase distribution, and introduce three new

product lines. 2. 3. Increase revenues by at least 50 percent within the first year. Donate at least $25,000 a year to conservation organizations.

Nonfinancial Goals 4. Introduce three new product lines, whiskey, rums, and wines, and create customized

logos for each individual product. 5. 6. Enter new geographic markets, including the southern regions of the U.S. Develop a successful Internet site to expand our market and provide purchasing options

for consumers.

SITUATION ANALYSIS The marketing environment for Turquoise TAJ represents overwhelming opportunities. It also contains some challenges that the firm believes it can meet successfully. Table A illustrates a SWOT analysis of the company conducted by marketers to highlight Turquoise TAJ’s strengths, weaknesses, opportunities, and threats. The SWOT analysis presents an idea of our company’s position in the marketplace. Turquoise TAJ has the opportunity to build some impressive strength while looking forward to new opportunities. Its dedicated founders, the growing number of health conscious customers, and sound financial management place the company in a

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good position to grow. However, as Turquoise TAJ considers expansion of its product line and entrance into various organic markets, the company will have to guard against better established brands within the market and cost efficiency within the confines of the company’s manufacturing. As our company finalizes plans for expansion and expanded Internet sales, its management will also have to guard against competitors who attempt to duplicate products and infringe on our professional reputation. However, building strong relationships with consumers, retailers, and the communities as a whole should help hinder competitors.

Turquoise TAJ Communication Plan TARGET MARKET OBJECTIVE OF OUR PRODUCT

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The objective of our product is to establish a branded reputation for offering consumers organic alcoholic beverages. TARGET GROUP Our target group consists of alcoholic drinkers who opt for a healthier lifestyle by choosing health conscious, organic products Generation X and some Y because these groups can purchase alcohol legally. Ethnically, we appeal to all audiences in this category TARGET AUDIENCE Consumers who purchase alcoholic beverages LIFESTYLE Up-and-Comers is a stopover for young, midscale singles before they marry, have families and establish more deskbound lifestyles. Found in second-tier cities, these mobile, twenty-something include a disproportionate number of recent college graduates who are into athletic activities, the latest technology and nightlife entertainment. BEHAVIOR Behavioral targeting is not as much of a focus for our industry, considering researching alcoholic beverages before purchase is low. It is important that we expose our product using the word-ofmouth technique by promoting our brand at events and to the demographic GEOGRAPHY Our target audience consists of a locally based consumer group. Initially, we target the Tahlequah and Tulsa area. As we progress in sales and profit margin we would like to expand to the tri-state area.

Turquoise TAJ Communication Plan TARGETING THE PURCHASER OR THE INFLUENCER

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Because there are laws regarding the purchase of alcohol, we must focus our attention to the purchaser. MARKETING MIX The following discussion outlines some of the details of the proposed marketing mix for Turquoise TAJ products.

PRODUCT STRATEGY Turquoise TAJ currently offers a line of organic liquor. All bottles bear the company logo and slogan, “Drink Happy, Stay Healthy, Taste the Difference” Our line of product will begin with vodka bottled with the appropriate color scheme of turquoise glass, beige sticker, and white lettering. Within the next year, Turquoise TAJ plans to expand the product line to include other types of liquor including whiskeys, rums, and wines. With each new product we will keep the uniform bottling with the same type and style of label. This strategy will keep the concept familiar with our market in attempt to brand our product in the public eye.

Turquoise TAJ plans to expand its product line is to offer items that pertain to the better drinking experience including, cozies, coasters, and bottle-opening key chains. These items would also come in trendy and basic colors, with our slogan. In addition, every product would bear the Turquoise TAJ logo.

Turquoise TAJ Communication Plan PLACEMENT STRATEGY

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Turquoise TAJ is marketed throughout the tri-state area including the states of Oklahoma, Arkansas, and Missouri. So far, Turquoise TAJ has not been distributed nationally due to the novelty of our company. Turquoise TAJ obtains much of its information about overall industry trends in different geographic, demographic, and psychographic areas in order to determine the best possible product placement strategy in our surrounding area.

Over the next year, Turquoise TAJ seeks to expand distribution to organic and alcoholic beverage specialty shops throughout the nation, focusing initially on the Southern region. We hope to expand and benefit our company by selling Turquoise TAJ products through a major national chain such as Macadoodles, as these outlets could expand our reach and profitability.

In addition, Turquoise TAJ plans to expand into online sales by offering our product line via Internet (see appendix), thus distinguishing our product through Internet offerings and specialty ship offerings in hopes to expand our market.

PROMOTIONAL STRATEGY Turquoise TAJ communicates with consumers and retailers about its products in a variety of ways. Information about Turquoise TAJ, our company and our products, is available through our website, www.turquoisettaj.weebly.com, direct mailings to consumers, and through personal consultation. Our company’s efforts strive to differentiate its products from those of its competitors by stressing the health and environmentally friendly aspects of our product.

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Our company must focus on personal contact with our distributors to establish and maintain relationships with our retailers and keep Turquoise TAJ products on the shelves. These relationships will be kept strong to help convey our message and demonstrate our products’ exclusive qualities to the public.

Sales promotions and advertisement currently make up the bulk of Turquoise TAJ’s promotional strategy. Turquoise TAJ works with retailers to offer short-term sales promotions tied to event and contests in order to increase regularities in product purchase for the individual consumer.

Nontraditional marketing methods that require little cash and a lot of creativity are a benefactor to the promotion of Turquoise TAJ. Because Turquoise TAJ is a small, flexible company, we can easily implement ideas such as distributing swag and discount coupons at events and advertise in free media. During the next year, the company plans to engage in the following marketing efforts:

PROMOTIONAL TACTICS Create a Turquoise TAJ campaign, in which employees visit retailers in the tri-state area to distribute promotional items such as Turquoise TAJ stickers and discount coupons.

Attend Tahlequah and surrounding city activities and events in order to promote our product and distribute swag such as cozies, key chains, and coasters.

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Organize Turquoise TAJ company events to educate public on organic liquor and engage in a “wine tasting”.

PRICING STRATEGY Turquoise TAJ products are priced in order to sustain profitability and stay ahead in the competition. Our company is not concerned with setting high prices to give our product a luxury reputation, nor is it attempting to create offsetting by instilling low prices to sell high quantities of products. Instead value pricing is practiced; we are offering a product that is health conscious, environmentally-friendly, and 100 percent organic. The pricing strategy also makes Turquoise TAJ products good gifts such as birthdays, college graduations, or “just because.” Each individual liquor will be priced based on the market value and input cost.

PRODUCT PURCHASE CYCLE Turquoise TAJ has the potential to be a year-round product. Seasonal changes have little effect on consumer purchase trends and only transpose to some differences in the examples of sporting events and holiday festivities. During these events, our advertisement and campaign will adjust in order to create an emphasis and impression within our target market. Sales are expected to increase during this portion of our product purchase cycle.

Turquoise TAJ Communication Plan REACH GOAL Our company strives to maintain the highest level of reach possible within our market group. For the tri-state area, we hope to maintain a reach of 70 percent of the target market. This equals to a reach of 8,740,125.3 residents of Oklahoma, Missouri, and Arkansas. Within the coming years, Turquoise TAJ hopes to increase our reach by 10% annually as we expanding to other areas of the nation. As stated previously, we hope to expand to the southern region in the near future.

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FREQUENCY GOAL: Turquoise TAJ wants to expand our reach over the next few Figure A

years. Because we are relatively new to the market place, our frequency goal is to reach six people per day, which is 42 people per week, which comes down to 162 people per marketing flight.

Our frequency goal has to implement a media mix in order to achieve our aspirations. We would incorporate multiple media types in our campaigns such as social media, radio, magazines, and in-store brochures. Our website and use of the internet through search engines as well as mobile devices is included in this mix.

Turquoise TAJ Communication Plan COMMUNICATION BUDGET

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Turquoise TAJ will implement a strategic budget in its marketing and communication endeavors as follows.

Though its history is short, Turquoise TAJ has enjoyed a steady increase in sales since its introduction. Our company plans to continue the growth of profitability within the coming years.

Turquoise TAJ Budget

15%

25%

Marketing Distribution

45%

15%

Packaging Miscellaneous

The budget for our starting year is shown in Figure B to reflect a

Figure B

gross budget of $150,000. The implementation of the initial budget will be monitored closely and evaluated for its performance and necessary adjustments will be made in the course of the next fiscal year.

Turquoise TAJ anticipates continuing operations into the foreseeable future, with no plans to exit this market. Our company plans to increase its presence in the organic market. There are no plans to merge with another company or to make a public stock offering at this time.

Turquoise TAJ Communication Plan APPENDIX I COMPANY LOGO

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Turquoise TAJ Communication Plan APPENDIX II MAP OF TARGET MARKET GROWTH

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The map depicts the growth pattern of our target market within a 10 year period: Initial Target Market 3 Year Projected Growth 5 Year Projected Growth 10 Year Projected Growth

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APPENDIX III GOOGLE ADVERTISEMENT

Turquoise TAJ Communication Plan APPENDIX IV FACEBOOK ADVERTISEMENT

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Turquoise TAJ Communication Plan APPENDIX V WEBSITE

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Turquoise TAJ Communication Plan APPENDIX VI BUSINESS CARD

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