Ella's Kitchen (Marketing Plan When Launching in Hong Kong)
Content
The succession factors of Ella’s kitchen ------------------------------------------------pg.3-5
The brand strategy developed by VBS and Ella -----------------------------------------pg.6
How to communicate Ella’s brand identity ------------------------------------------pg.6-12
The integrated marketing communication plan: First stage ---------------------pg.13-21
The integrated marketing communication plan: Second stage -------------------pg.22-24
The integrated marketing communication plan: Third stage ---------------------pg.25-28
Budget --------------------------------------------------------------------------------------- pg.29
References ------------------------------------------------------------------------------ pg.30-31
Appendix ---------------------------------------------------------------------------------pg.32-34
1. The succession factors of Ella’s kitchen
1.1 Enjoying favorable macro-environmental factors
The political and social environmental factors were absolutely beneficial to Ella’s kitchen at the time when Paul Linely began to introduce his brand. Why say so?
The UK government was aiming to reduce children’s consumption of HFSS (High Fat Sugar Salt) by banning that nature‘s advertising from TV channels which affect the profit of VBS. Recouping the lost revenue for VBS obviously motivated itself to develop an unique partnership with Ella’s kitchen.
Besides, at the time when Paul decided to start his business, the overweight problems started to concern different parties. (University of Michigan C.S, 2010) As well parents at that day were willing to spend more time and money on children’s diet and convenience foods are preferred. All these environmental factors and market trends favor the introduction of healthy, convenience foods for kids.
1.2 Differentiated from competitors by its launch strategy
Being the father of three children, Paul deeply understood what factors a parent
The succession factors of Ella’s kitchen ------------------------------------------------pg.3-5
The brand strategy developed by VBS and Ella -----------------------------------------pg.6
How to communicate Ella’s brand identity ------------------------------------------pg.6-12
The integrated marketing communication plan: First stage ---------------------pg.13-21
The integrated marketing communication plan: Second stage -------------------pg.22-24
The integrated marketing communication plan: Third stage ---------------------pg.25-28
Budget --------------------------------------------------------------------------------------- pg.29
References ------------------------------------------------------------------------------ pg.30-31
Appendix ---------------------------------------------------------------------------------pg.32-34
1. The succession factors of Ella’s kitchen
1.1 Enjoying favorable macro-environmental factors
The political and social environmental factors were absolutely beneficial to Ella’s kitchen at the time when Paul Linely began to introduce his brand. Why say so?
The UK government was aiming to reduce children’s consumption of HFSS (High Fat Sugar Salt) by banning that nature‘s advertising from TV channels which affect the profit of VBS. Recouping the lost revenue for VBS obviously motivated itself to develop an unique partnership with Ella’s kitchen.
Besides, at the time when Paul decided to start his business, the overweight problems started to concern different parties. (University of Michigan C.S, 2010) As well parents at that day were willing to spend more time and money on children’s diet and convenience foods are preferred. All these environmental factors and market trends favor the introduction of healthy, convenience foods for kids.
1.2 Differentiated from competitors by its launch strategy
Being the father of three children, Paul deeply understood what factors a parent
References: About.com, 2011 “The Pareto Theory” http://management.about.com/cs/generalmanagement/a/Pareto081202.htm, [28/11/2011] Admango, 2011 “Media mix” www.admango.com [28/11/2011] Babykingdom, 2011, “Forum”, http://www.baby-kingdom.com/forum.php?mod=forumdisplay&fid=52 [29/11/2011] Dave Dolak (2010), “The Marketing Communications or Promotional Mix”, http://www.davedolak.com/promix.htm [23/11/2011] Dolamo, 2011, “Background” http://www.dolamo.com/image/pretty/1/1746 [18/11/2011] Ehow.com, 2011, “How to improve marketing communication” http://www.ehow.com/how_7744345_improve-marketing-communication.html [29/11/2011] Ellaskitchen, 2011 “Homepage” http://www.ellaskitchen.co.uk/ [1/12/2011] Hong Kong Government, “Hong Kong: The facts” http://www.gov.hk/en/about/abouthk/factsheets/docs/population.pdf, [26/11/2011] Kapferer, 2004, “Brand identity prism” http://www.12manage.com/methods_kapferer_brand_identity_prism.html, [18/11/2011]