Essays on Integrated Marketing Communication Strategy for Harris Park Food Store Case Study

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The paper "Integrated Marketing Communication Strategy for Harris Park Food Store" is an outstanding example of a marketing case study. Darwin Consulting Solutions has been offering ongoing strategic advice and a wide range of integrated marketing communication services based on two decades of experience in Australia and overseas. Businesses benefit our entire team of talented and experienced marketing specialists who have a thorough knowledge of different elements in Integrated Marketing Communications. We take pride in our ability to help businesses to conquer new markets, improve profit margins, and increase existing customer spending through our integrated marketing communications services.

We assist leading-edge and innovative businesses to step up the next level. IMC plan for Harris Park Food Store A product line extension is an important growth strategy for small businesses and helps to increase revenues and market share. It enables them to take advantage of opportunities in various market sectors. Introducing products that meet the changing needs of customers is an important driver or product-line expansion. Without some form of an IMC plan as well as coordinated efforts towards a common sales goal, it is hard to exchange anything of value because of conflicting agendas, lack of awareness and distribution channel confusion (Ang, 2014).

IMC helps to implement an effective marketing strategy for businesses using a variety of channels and techniques and plays an important role in achieving a competitive advantage and meeting the marketing objectives of a business. Harris Park Food Store is a small business entity that primarily sells food. The store sells non-perishable foods, bakeries, delis, butchers and fresh products. In spite of its local presence at the medium level position in terms of product range and experience, there are numerous gaps in their communication strategy.

Hence, Thomas Consulting comes with an IMC strategy for the food store that offers a positive medium to long-term returns. This IMC focuses on introducing an organic food product line that will offer customers organic and locally grown produce preservative and chemical-free groceries. The products will be a healthy alternative to the products available at the store and other conventional grocery chains. This expansion will lead to store growth in terms of revenues. The IMC plan is designed for a period of one year to launch organic food products under the store grocery section.

This report covers the project selection and rationale, campaign audience profile, audience perception/problem, campaign objectives, campaign idea, creative execution, marketing communications strategy, tools used for achieving campaign objectives and measuring campaign success. Project Selection and Rationale Harris Park Food Store is a small scale grocery store under the grocery and supermarkets industry in New South Wales, Australia. The company has been in operation for nine years. It faces considerable competition from groceries and supermarkets but has managed to attain a competitive edge by offering a wide range of local and international local foods, offering good customer service and through communication efforts.

The food store is experienced and has evidence of proven success and knowledge in differentiating its products through understanding the customers’ preferences and the introduction of a new food product range according to these preferences. Due to these to strengths, the food store has created an excellent means of achieving success in the competitive market with the customers. An opportunity lies in introducing an organic foods line to cater to the increasing customer preference for organic foods.

Currently, no grocery shops or supermarkets offer organic food products in the area. Currently, consumers are increasingly concerned about the treatment of farm animals, use of chemicals, and the environmental impact of food production. They are increasingly aware of their food source, and this has led the demand for organic produce to increase rapidly in recent years. In Australia, the organic food industry is booming and is worth about “ $200– $250 million per year domestically and a further $50– $80 million per year in exports, with an expected annual growth of up to 60 per cent” (Better Health Channel, 2012, par.

9). The retail market of the organic market in Australia was projected to be at least one billion dollars in 2010. The customer demand for organic foods is increasing at a rate of 20-30% each year, and it is projected that over six out of each ten Australian family units currently purchase organic foods occasionally.


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