Marketing Communications Plan

Prepared for: Mr Patrick Harley

Prepared by: Danielle Campbell
Ricardo Moody
Eonique Brown
Dominic Johnson
Corane Smith
Teswayne
Subject: Grace Low Sodium Banana Chips
1.0 Introduction
1.1 Background
Grace Kennedy Limited was founded on February 14, 1922 by Dr. John J.
Grace and Mr. Fred William Kennedy, being one of the Caribbeans
largest and most dynamic corporate entities. The company started in
Jamaica in 1922 as a small, trading establishment and wharf operators. It
has expanded and diversified over the years, changing from a privatelyowned enterprise to a public company listed on the stock exchange of
Jamaica and Trinidad and Tobago.
The operations span the areas of food processing and distribution,
banking and finance, insurance and remittance services, together with
investment in building materials. On this journey, the company is
substantially larger and stronger measured by growth in revenues,
productivity, profits and market value
1.2 Situation Analysis
1.2.1 Grace Kennedys food arm is positioning for a bigger slice of
Jamaicas snack market. The company is ramping up to its plan
to remain strong in a game that, in the past years, has seen
Jamaica Producers Group emerging as a serious contender in
the prepared food and snacks market. The product Grace
Banana Chips will be manufactured and packaged in Ecuador,
and exported to Jamaica for distribution here and overseas.
The company aims to achieve a larger share of snacks, but also
wants to establish a reliable source of supply for the companys
external markets. The target market is not specific but is open to
three target audiences. These include: young children (mainly
toddlers to primary school age groups), teenagers to university
students/graduates, and adults who are health conscious.

The company aims to achieve the additional 10% share in the

snack market of Jamaica. The investment being made is not only
capital intensive, but outsourcing of production will be done. The
estimate for the total baked snack market will be $2.4 billion
business. The bulk of the investment will be made in marketing
and distribution of the product, and suppliers will be channelled
through the conglomerates supermarket chain.
1.2.2 Competitors
The main competitors for Grace Low Sodium Banana Chips is the
Jamaica Producers Group Limited, and St. Marys Banana Chips.
They hold majority shares in the snack market as they are more
affordable to the average customer.

5.0 Tactics

5.1 Advertising
5.1.1 Television
In the effort to properly advertise our product, the marketing team will
create an advertisement
That is aimed at capturing the target audience. The advert being conveyed
would be targeted at
The three audiences that were selected for the product. Hence, the advert
will be shown on the
Jamaican television channels. Television Jamaica (TVJ) is our first choice for
placing the advert on
Because they are the most popular television channel in Jamaica. The
company also is thinking of
Timeslot where the advert could be placed. The timeslot being considered is
the hours where
Children come home from school during the weekdays which is between
2pm and 5pm. These
Hours are appropriate because the majority of times when children get
home from school they
are hungry, sometimes not even hungry just in need of something to snack
on. The company
also wishes to place the advertisement on CVM Television in the attempt
to reach the minority
of the target audience that may not watch Television Jamaica. The advert
will run for a 20
second maximum during which it will display why Grace Low Sodium
Banana Chips is best for
any age group
5.1.2 Radio
The advertisement will also be broadcasted on all the major radio networks
in the attempt of better reaching our target audience. The use of radio
stations however are better at reaching the adult section of our target
audience. The more frequently listened radio stations are IRIE FM, RJR, HOT
102, KOOL 97 FM, and Power 106 FM. The adults are a major part of our
audience because they are the persons who purchase the snacks for their
child, so placing the advertisement on these channels would in some way
place our product in the minds of the parents as well. The advertisement
after being created, would be placed on radio in a different timeslot from that
of the television advert. It would be placed on radio during the hours when
adults head out to work, have lunch and basically when they are on their
journey back home from work. These hours would be primarily between 7am
and 11am, when they are heading to work, 1pm-3pm when they are probably
having lunch and lastly 5pm-6pm when they are on their journey back home.
This advertisement will also run for a maximum of 15 seconds.
5.1.3

Newspapers

An excerpt will also be published in the local newspaper. The most

popular local newspaper is the Jamaica Observer. It is the most widely
used newspaper in the country and as such, the company will use it as
their medium of communication. This paper is mostly used by adults
also, whom are the most important persons to reach, as they are the
ones who will buy it for their children. While the observer is mostly
used by adults, the aim of the company is to direct it at the general
public where all audiences can be reached. The advert will be placed
on a quarter page between pages 3 and 5.
5.1.4

Outdoor
Further advertisement for the product will include the outdoor
advertisements. This will include instances where the product will be
placed on outdoor media such as billboards, and street furniture, which
will include bus stops and benches.

5.1.5

New Media
The use of new media is where the advertisement will be placed on
websites such as Gracekennedy.com.

5.2

Sales Promotions
This method is targeted mostly at retailers and wholesalers instead of
customers.
5.2.1 Discounts
This is where persons buying the product in bulk will get discounts from the
company of 10%. Discount deals could also include getting 2 for 1 deals
where they get three of our products for the price of one.
5.2.2 Sampling
in this aspect, the company intends to send out sales representatives island
wide to promote the product in an orderly fashion with the intention of
reaching the target audience and giving them a first-hand experience with
the product through samples.
5.3
Personal Selling
This is done to retailers and consumers. It ensures that there is direct contact
between the retailers and the sales representatives who are conducting the
personal selling and also helps to build a sense of relationship and trust
between the company and the retailers

7.0
Budgeting
7.1 Budgeting Approaches
7.1.1 The company intends on using a combination of budgeting approaches
in order to fund this new product venture. Being that the product is a new
product the company will first have to use the Objective and Task approach,
where the objectives are determined, that is what is needed to achieve those
intended goals that were set and the costs that those would incur and then
establishing a budget. Then use the percentage of sales approach after the
first year. The percentage of sales approach includes the business taking a
set percentage of the sales achieved for the year and input that amount back
into the marketing for the product

7.2 Expense Budget

7.2.1 Advertising
Production
Placement

$$$$
$$$$
$$$$

Sales Promotion
Production
Placement

$$$$
$$$$
$$$$

Personal Selling
Production

$$$$

Placement

$$$$

Total

$$$$
$$$$