A marketing plan is essential for ensuring that any product that is available for consumers reaches the right targeted group of consumers across a variety of mediums. A promotional approach that uses an integrated marketing communications plan will assist businesses to ensure that resources are focused against the targeted market segment with minimal waste of effort, funds, and impact. In this week’s assignment, I will discuss the integrated marketing communications plan and strategy for Area 41 Empty Keg Double IPA. The first place to begin in developing a marketing strategy and integrated communications plan is identification of the objective of the promotional approach. Objective development must be a collaboration throughout the organization to ensure that all interests and aspects of the product are taken into consideration when developing the marketing strategy. There is evidence that the existence of acceptable established marketing objectives leads to higher performance of the plan or strategy (Etzel & Ivancevich, 1974). The objective of the promotional …show more content…
The tap room will offer both a soft opening as well as a grand opening event, offering free samples of the new beer to eligible patrons. To introduce the beer local bars and establishments, the brewery will offer initial free kegs for distribution to gain placement in the draft beer segment. Additionally, food specials at Area 41 Pizza will be linked to combining a meal with the new beer at discounted pricing. Personal selling will take the form of regional distributor representatives whose role is to get the product into local establishments initially, followed by distribution of the bottled product into grocery and convenience stores. Direct marketing will focus on Area 41 tap room merchandising such as clothing, beer glasses, and swag. Social media will also play a key role in the integrated marketing communications