Integrated marketing communications plan for b(e)CRACKERs

Abstract

b(e)CRACKERs is the first product of the start-up gluten-free food company b(e)FOODs. The product and company are still in development stages with an anticipated marketing and distribution launch date in the Spring of 2012. This gluten-free cracker is entering the growing niche markets of gluten-free and health food products. Despite growing industries, b(e)CRACKERs faces a range of strong competition. A variety of small companies closely resemble b(c)CRACKERs products, distribution and corporate methodology. Large national brands have begun to develop gluten-free brand extensions offering a range of products which are distributed through mass retailers. b(e)CRACKERs brand and positioning strategy will set it apart from its competition. b(e)CRACKERs' positioning is a better-for-you cracker for the active individual. In-depth interviews with the target audience provided insight into the purchasing patterns of those who seek out gluten-free and healthy food. These individuals are willing to pay more for quality products which is reflective of the premium price point and distribution channels of b(e)CRACKERs. b(e)CRACKERs launch will concentrate on educating and building relationships with consumers through an integrated marketing communications plan. A budget of $20,000 has been allocated for the launch. This money will be used to build and execute advertising, direct marketing, internet and interactive marketing, sales promotion, public relations and publicity initiatives over a three month launch period. This launch plan, which includes an analysis of the industry, primary market research and an integrated marketing communications plan, will be the basis for the b(e)CRACKERs and b(e)FOODs brands and will provide a platform on which the company will begin to build its business.