MKTG 728

You are the marketing manager at a start-up company that sells a new brand of Coffee; sourced from a "fair trade" farm in Nicaragua. The coffee has a unique bitter taste, made with premium roasted beans and sells at a $14.99, a $2 to $5 premium to other brands sold in the same grocery store, like Nabob, Starbucks and Folgers.Your target market are males/females, ages 28 to 45, living in the city, with sophisticated food tastes, enjoy discovering new tastes, enjoy cooking and entertaining for their friends.

You are working on the annual marketing plan, and have decided that you need both a digital advertising campaign to communicate why your coffee is premium priced to consumers, and a sales promotion campaign to achieve consumer trial and support to retailers for the new product.

List two digital marketing and two sales promotion tools you would use for the marketing plan, and provide a rationale of why you chose each. Lastly explain how you would link these IMC tools together?

1.Digital Marketing Tools: Name two sources and rationalize why?

2.What Two Sales Promotion tools would you use to support the brand and rationalize why?

3.How would you link these Marketing Communications Strategies and tactics together?