Marketing Plan Summary -- Mexico Essay

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Public relations will focus on improving the multi-media flow of information about the product, such as through an up-to-date interactive website and a presence at public events.

Direct marketing for Marmite will incorporate the interactive website, online display ads, and emails to consumers. The main focus of the Marmite communications budget is on the advertising component. It will include TV commercials, magazine ads, and online ads. It is anticipated that the advertising portion will account for approximately 50% of the budget with 20% allocated toward Public Relations, 15% toward Direct marketing, and 15% toward Sales promotions. A similar breakdown is projected for Marmite marketing in the United Kingdom with appropriate adjustments based on consumer demands and preferences.

The actual Marmite marketing plan will emphasize the following seven specific elements promoted as relative advantages of Marmite over possible alternative products: (1) the product's taste, (2) perception of the product as a healthy source of vitamins and folic acid, (3) the relative excitement of Marmite compared to plain toast, (4) the availability of recipe books featuring creative uses for the product, (5) the strong preference for the product among consumers who express a preference for it, (6) the connection between the product and beneficial causes and initiatives for young people, and (7) the association with the Paddington Bear.

Appendix

Mexico is currently regarded as the second largest importer of apparel products from other parts of the world, especially the United States.

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