P2: Design communication objectives for a given organisational situation.

Square Food and Beverage (SFBL):

SFBL started its journey in 2000 as a member of Square Group.
The company had obtained the international quality standard ISO 9001 in 2005.
SFBL has introduced four popular brands in the market namely. Radhuni, Ruchi, Chaand
Chopstick.
Qualitative, tasty and unique kind of products
The company assures to meet the increasing demand for quality products both at home and
abroad.
(Square Food and Beverage Ltd., 2020)
Marketing objectives + Org objectives
Organisation’s objectives:
● To serve customers with food items those are of high quality and give optimal support
to meet physiological demands.
● To ensure profit of SFBL by creating consumer delight through ensuring Nutrition,
Health and Wellness.
● To make better food so that individuals carry on with a superior life and consider SFBL as
their first choice.
- To explore new segments of market and to cater to it
- To enhance the strength and skill of the organization that will contribute to company's increasing growth both in domestic and
global markets.

SFBL is now going to launch a new product that is “Vanilla Cup Cake” which will be very tasty
and will ensure better quality from all other branded cakes.
PLC+ Buyer Readiness Stage

Being the Brand Manager of SFBL, the following communication plan has been prepared for
Vanilla Cup Cake. For this purpose, following communication objectives have been set keeping
in mind the organizational objectives.
● To inform consumers about the new Vanilla Cup Cake at a large scale through different
types of promotional activities + attract new segment customer
● To create an excellent brand image of Vanilla Cup Cake. + as their first choice
● To encourage customers to select Vanilla Cup Cake switching from other brands. + Profit
+ Growth
● To capture the market share of packaged cake items’ by 20% within six months. Profit +
Growth