ll marketing communication plans, regardless of if the brand is local or national, all have the same aim in mind, which is; to promote the company, their products and their services, to their target audience or audiences.
However there are key differences in the reason and way marketing communications are used for both local and nation ice cream brands. These will be explained in the following categories; audiences, tools, media, messages and budget.
National ice cream brands use above-the-line, as to remind consumers of their existence and keep them top of mind, whereas local ice cream brands, such as LIC, use below-the-line tools, as to create awareness and build up a brand image.
There are many differences within pull and push activities that national and local brands use. The push marketing communications activities will appear very similar however they will be different in size, this is due to the audience size, as local brands have a smaller audience and smaller dimension of the segments, whereas national brands have a larger audience and a bigger dimension of the segments.
When reviewing the differences in the activities it is clear the main differences are the strategies and tools used with push and pull. National brands will use pull, the tools used include; mass advertising and sales promotion. However local brands will be unlikely to use this strategy due to the size of budget and the audience reach. Therefore instead of using pull they opt to use push strategies due to the tools used requiring limited resources, the tools include; direct marketing and public relations.
A Local brand, such as LIC, messages would include; being a family based company, where the ice cream is made and the ingredients. Whereas national brand’s messages, such as Green and Blacks, include; indulgence messages.
The techniques used within the marketing communications messages would both include rational and emotional appeals within their...