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Develop an integrated marketing communications plan for Quorn to enter Italy market Essay Example

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Develop an integrated marketing communications plan for Quorn to enter Italy market

Online websites also offer the product such as My Supermarket that prices Quorn Beef Roast (400g) £3.For Italy, this plan will outline how the product will enter its market.Marlow Foods already sells Quorn to ten different countries worldwide. For reason, it dedicates its large chunks of money towards the marketing strategy. Simon Davidson, their spoke person, has reiterated that Marlow Foods invests in marketing because of the already present strong brand in the UK (Wiebe, 2002, pg. Italy has a vast market and hence the company will shell out over four million sterling pounds for marketing functions such as advertising. Quorn in Italy is a new product but in an existing portfolio since there are substitute products in Italy such as the eggplant. This customer base will form the new target clientele.Quorn’s target market will comprise of vegetarians, those with diabetes and those who are experiencing overweight challenges. Non-vegetarians are also targeted, as the prices of Quorn would offer cheaper options to regular meat and meat products (Choi, DeSarbo, and Harker, 1990, pg. It also provides an opportunity to those consumers in Italy who are dedicated to fitness, for instance gym-​going individuals. Fitness sis regarded as a current trend and by so the market segment comprising of young adults who want to maintain good physical appearance would constitute an excellent target. A recent study in Italy revealed that 36 percent of young people between the ages of 12 and 16 are overweight or obese. Many of these categories of people would want to avoid meat (McIlveen, Abraham, and Armstrong, 1999, pg.Product positioning is an important component of Quorn’s marketing plan. The process will aid Marlow Foods determine how best communicate Quorn’s features to their target customers based on their customer needs. (Kaul, and Rao, 1995, pg. 297) suggested that effective product positioning enhances the marketing message. The market segment to target is the vegetarians. To gain a competitive advantage, Marlow Foods will formulate a product motto, underlining the health value of Quorn. This will ward off competitors and create an image on the minds of the target market that Quorn is not just an ordinary product. Quorn is unique, classy and healthy product. Moreover, there is a communication channel that will be used to relay messages to the target group. The channels include

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preview essay on Develop an integrated marketing communications plan for Quorn to enter Italy market
  • Pages: 8 (2000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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