In: Other Topics

Submitted By Omapritty
Words 6421
Pages 26
Marketing Communications Plan
Prepared For Tewkesbury Borough Council

For the attention of Katie Powers,
Economic Development Officer,
Tewkesbury Borough Council.

Matthew Stott


Contents Page

Executive Summary 4 Introduction 5 Key Issues 8 Marketing Communications Objectives 10 Proposed Strategy 11 Proposed Tactics 11 Push Campaign: 12 Pull Campaign: 13 Cruft’s Promotional Stand: 13 Social Petworking: 13 PR: 13 Tewkesbury Dog Show ‘Battle Of The Dogs’ 14 Campaign Timing: Gannt Chart 15 Monitoring The Changes 16 Budgeting 16 Summary 17 Appendices 18

Executive Summary
Located in Gloucestershire, Tewkesbury’s diverse transport links makes it easily accessible and the riverside location provides a picturesque focus for visitors. Tewkesbury is a medieval market town which has retained many of it’s historical buildings. There are numerous cultural attractions including the Abbey that dates back to 1087, Farmers markets and a Tudor style high street with many traditional shops. Transport links include national cycle paths, long distance footpaths and the town is even accessible by water as it is located at the confluence of the rivers Severn and Avon.

The history of Tewkesbury provides a major focus for the local tourist industry complimented by outdoor activities close to the town in the un-spoilt Gloucestershire countryside. In 1471 Tewkesbury was the site of the most decisive battle of the War of the Roses. The battlefield is accessible from the town center with guided tours and an annual battle reenactment. There is the potential to grow the local tourism industry of the area extensively by building on the existing attractions and rich history.

This marketing communications plan will utilize the traditional history of Tewkesbury to help attract the lucrative market of dog owners as tourists.…...

Similar Documents

Organic Food

...Organic foods have become very popular through out the United States. There are many different things that make organic food better, but there are bad things about it as well. I will be telling mostly about the good in organic food. Organic must pass a certain standard to be labeled organic. The food must pass a test given by the United States Department of Agriculture (USDA). Crops have to be grown natural meaning not using any pesticides, artificial fertilizers and irradiation. As for animals they must be on an organic farm and eat organically grown food, they also must have space to be freely and not always stuck in a barn. The biggest thing that animals cannot have is antibiotics or synthetic grown hormones. I choose to talk about why organic is the best option because of many different reasons. Even though organic foods cost more money it is still a good option. There is a lot more you have to do with organic foods and that's why it cost more money. The first being labor cost rising because they are not using chemicals the crops need more care and attention. The workers have to spend more time at work doing harder labor, so they are paying more money for labor then conventional farms. The second reason is the demand of organic food has highly increased since 1997. They can't produce organic food as fast as other foods. If they can't produce organic food fast enough then their is a shortage, instead they have to work harder and longer to meet the demands of......

Words: 1325 - Pages: 6


...Title: to get organic food Specific purpose: Organic food advocates claim that organically grown foods are safer and more nutritious than foods raised with non-organic methods such as pesticide and non-organic fertilizer use, or antibiotic and hormone use. Thesis statement: Many people just don't trust these chemicals and don't want to put them into their bodies. Since virtually all non-organically produced foods contain residues of pesticides, fertilizers and other chemicals, the only way to avoid them is to buy organic foods. Introduction Organic foods are grown without using most conventional pesticides and fertilizers. A product that is identified as being organic is not produced by genetic engineering. Ionizing radiation and sewage sludge cannot be used in organic production or handling. Organic farming practices include soil and water conservation measures. Crop rotation, manure, and compost are used to improve the soil in place of using conventional fertilizers. Instead of using commercial insecticides or herbicides, organic farmers might use companion planting to discourage insects and mulch and hand weeding to control weeds. To be certified as organic, food products need to come from farms and processing plants that are certified as organic. This means that they are inspected by certified government officials to ensure that organic farms are up to USDA organic standards. The USDA is responsible for the organic labeling program and allows one of three possible......

Words: 775 - Pages: 4

Organic Food

...Organic Foods With the development of agriculture, more environment issues appeared because of using too much chemical pesticides and fertilizers. So people are looking for other new agricultures to instead of the old model such as the organic agriculture or organic food. Natural farming is based on the observation of nature and allowing it to do what it naturally does best. (Fukuoka 284) What organic food means? According to the website, organic produce and other ingredients are grown without the use of pesticides, synthetic fertilizers, sewage sludge, genetically modified organisms, or ionizing radiation. Animals that produce meat, poultry, eggs, and dairy products do not take antibiotics or growth hormones ( The chemical pesticides are the most of direct elements for which do harm to the environment. So organic food without these negative factors is benefit for environment. Then what does organic food effect environment? The first of all is organic food can prevent soil pollution. “Organic farms protect the environment by building soil organic matter and by mimicking natural systems rather than relying on synthetic fertilizers and pesticides.” (Organic Food) The development of organic food is originated from the development of organic farming. It applies developed biotechnology to organic farming. Organic food is based on the relationship between land, animals, human, bio system and the healthy agricultural production system. The basis is......

Words: 945 - Pages: 4


...Organic foods are foods that are produced using methods of organic farming -- that do not involve modern synthetic inputs such as synthetic pesticides and chemical fertilizers. Organic foods are also not processed using irradiation, industrial solvents, or chemical food additives.[1] The organic farming movement arose in the 1940s in response to the industrialization of agriculture known as the Green Revolution.[2] Organic food production is a heavily regulated industry, distinct from private gardening. Currently, the European Union, the United States, Canada, Japan and many other countries require producers to obtain special certification in order to market food as organic within their borders. In the context of these regulations, organic food is food produced in a way that complies with organic standards set by national governments and international organizations. Evidence on substantial differences between organic food and conventional food is insufficient to make claims that organic food is safer or more healthy than conventional food.[3][4][5][6][7][8][9] With respect to taste, the evidence is also insufficient to make scientific claims that organic food tastes better.[5][3] Many supporters of the organic foods movement believe that pesticides, herbicides and artificial additives found in non-organic food might be carcinogenic. The American Cancer Society (ACS) has said "whether organic foods carry a lower risk of cancer because they are less likely to be contaminated......

Words: 263 - Pages: 2

Go Organic

...would be impractical to attempt to persuade America to become vegetarians, but another solution to this growing problem would be to promote and eat organic meat. Organic is a term used for food that has not been genetically modified or altered, and that the organic fed animals have access to the outdoors. The treatment to these animals is considerably better. They are not treated with antibiotics, growth hormones, or chemicals. Like I previously stated though, these foods are significantly more expensive than a burger at the local McDonalds. According to the Organic Consumers Association, the prices of the organic version of meat are about 20 percent more expensive. These farmers, that provide a healthier and better lifestyle, are faced with the competition of low factory farm rates and the struggle to find a way around this price obstacle. In order to support and popularize these organic farms, they need more consumers. In spite of the price barrier, organic food is one of the fastest growing products in the food industry, increasing 20 percent annually. The U.S. sales for organic food and beverages have increased from 1 billion in 1990 to 26.7 billion in 2010. However, not everything you read at the supermarket is true. For example, if the meat is misleadingly labeled “free-range” or “free-roaming,” it is far from being organic. This label just means that the animals are allowed outdoor access for an undetermined period, each day. Many consumers are also deceived with the......

Words: 1530 - Pages: 7


...Taiwanese Market for Organic Food & Drink © Organic Trade Association 2006 This report is the intellectual property of OTA and for the use of US companies only. No part of this report may be reproduced or used in other commercial publications without written consent from the OTA. For information regarding permission, write to: Organic Trade Association PO Box 547, Greenfield MA 01302 Table of Contents I. Introduction 3 II. Market Overview & Summary 5 III. Industry Analysis 6 Industry Development Organic Farmland 6 7 IV. Market Analysis 8 Market Forecasts Market Drivers Market Restraints Product Categories 8 10 12 14 V. Sales Analysis 16 Distribution Structure Sales Channels 16 17 VI. Competitive Profiles 20 Producer Analysis Importer Analysis 20 22 VII. Pricing Analysis 24 IX. Business Recommendations 26 X. References 28 XI. List of Key Companies 29 © Organic Trade Association 2006 Organic Monitor ( 1 2 Organic Monitor ( © Organic Trade Association 2006 I. Introduction This report analyzes the Taiwanese market for organic food & drink. The report has been prepared by a combination of primary and secondary research. About 90 percent of the data was derived from primary research, which was in the form of trade interviews with leading producers, wholesalers, importers and retailers of organic products. Interviews...

Words: 8180 - Pages: 33

Organic Farming

...Why the government should Subsidize Organic Farming Organic farming is a farming method focused on advancing environmental and ecosystem benefits, as opposed to the external output in farming. It promotes the health of the ecosystem, biodiversity, and the soil biological activity. Government subsidies farmer receive are aimed at promoting healthy and beneficial and responsible farming. To understand why it is crucial for the government to subsidize organic farming, it is good to evaluate the benefits that accrue from organic farming. The aim of this paper is to evaluate the gains achievable if the government was to subsidize organic farming. One of the focuses of most governments is the reduction of greenhouse gases (GHG). A UN framework for climate change is now a key focus for most governments. One way of achieving this is the subsidizing farmers to do organic farming. The aim of doing that is that, by the use of organic farming methods, the increase in greenhouse gases reduces. The essence of this is to reduce the number of energy intensive farming that have a negative impact on farming. In addition, using less energy intensive methods means more saving on the inputs and additional benefits to the farmers. This is important since, over the years, the gains and benefits for farming have reduced. That is because, of among other things, bad weather, and scares of public health. Therefore, promoting a method that will directly benefits the farmer and the environment......

Words: 928 - Pages: 4

Organic firms make Organic products? -Organic food is made with less chemicals and food without chemicals are viewed as an attractive, more healthy choice. -Companies are making organic products because organic products have a growth rate of 5 times that of conventional packaged foods. -This information has led to some large chain grocers to even create their own brand of organic products. “Organic grocery products are ringing up sales growth of 15 percent a year, that is five times the growth rate of conventional packaged foods. Several major supermarket chains have begun offering their own brand of organic pasta, cookies and juice. Now, giant food processors and packagers of national brands are getting in on the organic action. Wal-Mart. the nation's largest retailer decided earlier this year to expand its organic offerings in the produce and grocery aisles across all its outlets and is doubling the number of organic items in 10 percent of its stores.” The reason why people don’t buy Organic product. -Some consumers don’t buy organic due to the higher price of the products. -Organic products can cost consumers 20%-100% more than the typical non-organic products. -It is expensive for traditional farms to be converted to organic farms. -Only 0.9% of farmland throughout the world is organic. -Organic farms produce less than traditional farms so there are less organic ingredients available to make these products. “America's appetite for organic food is so......

Words: 293 - Pages: 2

Organic Milk

...Organic Milk in Thailand Drinking milk was not so popular in Thailand in the past, but the trend has changed. During the past years, the trend of drinking milk among Thai people increases every year. The milk market has grown by almost 50 percent since 2004 and is expected to grow 44 percent from 2009 to 2014 (International Market Bureau Canada, 2010). However, Thailand’s milk sector is still relatively small compared to the other Asian countries. Due to the changing of this trend, the agriculturists seize the opportunity of pioneering dairy farms to supply the increased in demand of milk. In the present, Thailand has 117 dairy cooperatives with more than 20,000 households who raise dairy cows. The total production of raw milk is approximately 2.8 thousand tons per day or 13 liters per cow per day (Nualnuplong, n.d.) However, the conception of producing organic milk starts to play an important role in Thailand’s milk market. Organic milk production hasn’t been popular yet. Still, the Ministry of Agricultural and Cooperatives encourages agriculturists to change their old process of milk production into an organic process. As a result, the agriculturists would be able to increase their profitability through a higher price in spite of a diminished production. The question is “Does it worth producing organic milk?” and “Does consumers support this particular premium milk?” The cost of production of a regular process is approximately 15 baht per kilogram while the cost of an......

Words: 1098 - Pages: 5


...Organic From Wikipedia, the free encyclopedia Jump to: navigation, search Look up organic or organics in Wiktionary, the free dictionary. Organic may refer to: Of or relating to an organism, a living entity Of or relating to an organ Contents [hide] 1 Chemistry 2 Farming, certification and products 3 Computing 4 Economics and business 5 Military 6 Law 7 Music 8 Other 9 See also Chemistry[edit] Organic matter, matter that has come from a once-living organism, is capable of decay or the product of decay, or is composed of organic compounds Organic chemistry, chemistry involving organic compounds Organic compound, a compound that contains carbon Farming, certification and products[edit] Organic farming, agriculture conducted according to certain standards, especially the use of stated methods of fertilization and pest control Organic certification, accreditation process for producers of organic products Organic clothing, clothing produced from organic fibers such as organic cotton Organic horticulture, the science and art of growing fruits, vegetables, flowers, or ornamental plants by following the essential principles of organic agriculture Organic food, food produced from organic farming methods and often certified organic according to organic farming standards Organic baby products, organic products intended for babies and toddlers Organic wine Organic movement, movement of......

Words: 663 - Pages: 3

Organic Products

...WHY ORGANIC PRODUCTS? A healthy outside starts from the inside. Hence, making a commitment to healthy eating is a great start towards a healthier life. Beyond eating more fruits, vegetables, and good fats, however, there is the question of food safety, nutrition, and sustainability. How foods are grown or raised can impact both your health and the environment. This brings up the question: Is “organic” always best? It is all very well to go organic when we’re eating, but what about skincare? If we do not intent to put in harmful chemicals inside our body, should we really be putting chemicals on our skin? With researchers estimating that women put over 500 chemicals on their face daily, should this raise concern amongst us? The Food & Drug Administration (FDA) establishes the regulations and standards in the United States regarding the manufacture of drugs & food. The problem is that they don’t pay as much attention to skin care and make-up as they should, thereby allowing some very harmful chemicals to be used in creating almost every product that is mass marketed. Taking care of our skin is essential, as after all it is the body’s largest living organ. However, many of the personal care products available in the market contain toxins and chemicals that suffocate the skin. Many main-stream products contain chemicals that are easily absorbed into the skin and can enter the blood stream. Most of these compounds are absorbed easily by the skin, which inhibit the......

Words: 1323 - Pages: 6

Organic Farming

...Organic Farming The organic industry has become popular in recent years, but some do not know there is a difference between organic and natural. The word "organic" refers to the way farmers grow and process agricultural products ( Organic farming methods encourage soil, water conservation, and reduce pollution; farmers who grow organic produce and meat don't use conventional methods to fertilize, control weeds or prevent livestock disease ( With consumers looking for healthier options, organic seems like it would be a perfect option. However, with so many guidelines farmers need to follow the price for buying organic exceeds that of non-organic. Demand for organic milk and dairy has grown universally since the society has become more aware of what hormones and genetically modified organisms (GMO) have gone into the items we eat and drink. For example, in the case of GMO’s food is altered to a form that does not occur naturally in nature ( Plants repel insects, resist viruses while others are treated in a way that allows herbicides to be sprayed without harming the crop itself ( Although demand for organic is on the rise buyers have to do research on the items they are buying is truly organic and not just labeled as natural. In order for a farm to be natural all they have to do is put a label on their products. In the United States neither the FDA nor the USDA has rules or regulations for......

Words: 1178 - Pages: 5

Organic Food

...CANADIAN SOCIAL SCIENCE Vol. 6, No. 1, 2010, pp. 70-79 ISSN: 1712-8056 Purchase Intention of Organic Food; Perceived Value Overview INTENTION D'ACHATS DES ALIMENTS BIOLOGIQUES; VUE D’ENSEMBLE DE VALEUR PERÇUE Mohd Rizaimy Shaharudin1 Jacqueline Junika Pani2 Suhardi Wan Mansor3 Shamsul Jamel Elias4 Abstract: Organic food consumption among consumers is becoming popular nowadays. The attitude has emerged in today’s modern world due to the increased in awareness of the importance to maintain a healthy lifestyle by consuming foods without unsafe additives, preservatives, flavor and coloring. Organic food is produced without using most conventional pesticides; fertilizers made with synthetic ingredients or sewage sludge; bioengineering; or ionizing radiation, therefore promotes the healthy food characteristics. However, based on the reviewed of literatures, there were some inconsistencies in the previous research findings. In terms of perceived value towards organic food product, most of the research found positive and not less also discovered negative result mainly due the lack of some special value in the eyes of consumers. For instance, higher in price, not value for money, satisfied with the existing conventional food, doubts on the product guarantee and unclear declarations of the organic status. The research aims to identify the perceived value factor and its impact towards the customers’ purchase intention in Malaysia. The findings of the......

Words: 2515 - Pages: 11

Organic Food

...kick off a discussion all together. So…let’s start. The topic of our presentation is organic food. I suppose that all of you already know what organic foods are. What we would like to show you today is why organic is becoming a trend. I mean... we are not firms trying to sell you products; we are neither dietitians forcing you to eat organic meals. In few words, we are not saying “buy organic because it’s the best!” Let me do a practical example. Imagine you enter in a supermarket because you want to buy some..let’s say..strawberries. You fast realize that there are 2 types of strawberries. They look like identical but the price differs. You may wonder “Why should I pay more for the apparently the same fruit?” Well some people do buy the more expensive one because they have this little green organic label. By the end of this presentation you will understand which mechanisms influence the consumption of organic products. So that, next time you go grocery shopping you will know what’s behind this price difference. To better give you a clear idea of the phenomenon organic food we structured the presentation into 3 main parts. I’m going to analyse the development over time. Whereas my colleague Ilaria is going to focus on the situation nowadays. Finally Laura will take into consideration the potential growth of this market in the future. But let’s start from the beginning. What exactly is organic food? If you google it or check it in a dictionary you will find really complex......

Words: 715 - Pages: 3

Are You Organic?

...Some say organic foods are supposed to be healthier, and some say it really does not make a difference. Organic foods are defined as any food that is cultivated without using synthetic fertilizers, pesticides, and hormones. Animals that produce organic goods do not take antibiotics or growth hormones. The U.S Department of Agriculture (USDA) is the national organic program. The word "organic" reflect how the farmers grew and processed products, such as fruits, vegetables, grains, dairy products and meat. Organic farming practices are designed to encourage soil, water conservation and reduce pollution. Conventional food can be defined as food that is produced by farmers who produce foods with different types of chemical fertilizer to make the plants grow faster. Giving the animals antibiotics and other medications help prevent disease. When choosing between conventional and organic produce, one should define organic; the advantages as well as the disadvantages to making an informed decision. Organic produce and organic ingredients are grown without pesticides and growth hormones. Animals that produce the organic product are fed organic feed and have to ability to graze on free range. Organic animals do not take antibiotics or anything to speed up their growth. Unlike conventional foods, organic foods are grown naturally. No pesticides were used on these plants to control insects. Using pesticides can cause death to birds and other animals. Organic farmers do not use......

Words: 653 - Pages: 3