The purpose of this communications plan is to convey how communications will be handled throughout the product launch project life cycle for both the domestic (United States) and international (Denmark) market for Berliner Weisee Beer. This communications plan outlines how periodic communications between the Berliner Weisee Beer Project team members and corporate management will be managed. This plan entails how scheduled communications (written, electronic or oral) will be managed as well. This includes requests for information from inside or outside of the organization and the consistency of planned communications (Caltrans). As part of an ongoing initiative to keep this plan up-to-date, it will be reviewed on a quarterly basis and updated accordingly. Additionally, this plan will be updated on an as-needed basis when changes in the project scope necessitate changes to the plan document. Revisions will be tracked on a revision log by the person responsible for keeping the log current.
Plan Development and Management
There are various factors involved in developing and managing an effective marketing communications plan for the new product, Berliner Weisee Beer. These factors are as follows:
Identifying project participants’ responsibilities (including the steering committee, project sponsor, project director, project manager, advisory committee and project team members)
Clarifying the project structure (via an organizational chart)
Identifying the communication processes (informal, formal, external)
Verifying communication management procedures
Advertising and Promotion Programs for Berliner Weisee Beer
Communication for the advertising and promotion programs for the new product, Berliner Weisee Beer, will revolve around market needs which are different for the domestic and international markets. The main focus of the advertising and promotion programs will be the high quality of the beer, coupled with market growth. Additionally, advertising and promotion of Berliner Weisee Beer will center around its three key labels which are Ein Rotes, Ein Grunes and Mit Schuss (Shepard, 2001).
As it relates to the international market in Denmark, advertising and promotion for Berliner Weisee Beer will include channel and pricing strategies, based on the country’s growing market for imported beer. This growth is primarily driven by the Danish youth, as well as adults, and their demand for imported beer. Heavy promotion in Denmark will include marketing the brewing techniques of the beer as environmentally friendly. This will help solidify Berliner Weisee Beer as a staple in the Danish beer product emerging market (Doole & Lowe, 2008).
Technology Trends for Marketing the Product
Marketing products in today’s society is comprised of a wide variety of options. Technology trends slated for use to market Berliner Weisee Beer both domestically and internationally will include traditional and non-traditional marketing techniques. Traditional marketing will include print, radio and television. Non-traditional marketing will include current technological trends via various sources on the Internet. These sources include social networking sites such as Facebook, Linkedin and Twitter. Also, the product will be marketed online via interactive pop up ads on high traffic sites, including search engine sites such as Yahoo.com.
Additionally, corporate management will look into the possibility of marketing the product via hand-held devices and tablets to more easily tap the on-the-go consumer market.
Marketing Communications Strategies – Domestic vs. International
Effective communications strategies are essential for the success of marketing any product, and this is particularly true when considering marketing domestically as well as internationally. Marketing communications strategies for Berliner Weisee Beer, for the domestic market, will consist of tapping various national channels via integrated marketing strategies, as outlined in the technology trends section above.
In addition, communications for marketing the product in Denmark (the chosen international market) will also consist of tapping some of the same channels as the national market via the Internet. The main differences between the two are language translation and country-specific branding, labeling and packaging. With this in mind, the Corporate Communications Department will develop communication materials and contacts based on country-specific needs.
To facilitate this communications plan, Corporate Communications will schedule periodic status reports. Therefore, along with communications team members, the project progression will run smoothly and allow stakeholders the leverage to make informed decisions. Also, all communications are to be delivered in writing, by e-mail or by phone to all team members, as it relates to movement or changes in all phases of the project life cycle. Additionally, news and print media information is restricted. Only authorized Corporate Communications management is to interact with the media regarding the project scope.
This marketing and communications plan will remain in effect throughout the scope of the project, with approval of changes made only by the Project Manager, and all communications concerning the project are to be tracked and properly stored for the Berliner Weisee Beer project.
Caltrans. (n.d.). Communications Plan Template: Department of Transportation Communication Plan. Retrieved from http://www.dot.ca.gov
Doole, I., & Lowe, R. (2008). International marketing strategy: Analysis, development and implementation. London: Cengage Learning.
Shepard, R. (2001). Wisconsin’s Best Breweries and Brewpubs: Searching for the perfect pint. Madison, Wis: University of Wisconsin Press.