Contained in this paper is a Marketing Communications plan for Farm to Table Organic Café (Homemade Ice-cream). The target consumers of children, teenagers and young adults between the ages of 8 and 27 is the focus of the proposed campaign. Every research has been completed to identify and utilize Farm to Table Organic Café strengths, weaknesses, opportunities and threats to prepare a plan most beneficial to the shop also based on their financial reports, feedback from customers and comment from employees themselves. Objectives and tactics have been designed to fix mostly perfect with the development of Farm to Table Organic Café.

1. ADV 326 – Principles of
Marketing Communications
TEAM MEMBERS :
+ Vu Nguyen Thuy Dung – 214 210 085
+ Pranita Pandey - 214 210 083
+ Peter Tan – 214 110 033

2. FARM TO TABLE ORGANIC CAFÉ
(HOMEMADE ICE-CREAM)

3. + Growing own vegetables out
in Phu Chee Fah
+ Making ice cream from our
own produce—pumpkin, potato,
carrots, and strawberries.
+ Guaranteed by the IFOAM
(International Foundation for
Organic Agriculture).
+ Organic milk.
BACKGROUND :

4. SWOT ANALYSIS
STRENGTHS
• Homemade –
chemicals non-
usage
• Ingredients → in-
house farm
• Increase Digestion
System time,
metabolism
• Good credibility
with the general
public
• Production process
and sales within
one organization
• The guarantee by
the IFOAM
WEAKNESES
•Expensive price
•Melts soon, short expiry
date
•Public awareness of
Farm to Table Organic
Café name
• Wholesale partnership.
•Communications →
foreigners customers.
•Only ice-cream market
focus
•Flavor Innovation
•Resistance to change
•Media coverage
OPPORTUNITIES
•Use of social media
•Targeted marketing
campaigns
•Local and
International
partnerships
•Connecting values of
using non-dairy
product without
preservative
THREATS
•Transportation
•Location
•Competitive market
•Slow change
•Retaining quality
products
•Increase in ingredient
price
* Based on the Qualitative Surveys of Farm to Table Organic Café from 03/2014 – 05/2015.

5. FARM TO TABLE ORGANIC CAFÉ
(HOMEMADE ICE-CREAM)
MARKETING COMMUNICATIONS PLAN

6. Awareness
&
Interests
Post
PurchasePurchase
Ads
DM
WM
SM SP
DM
SM
Ads
PR
VIRAL
MARKETING PLAN & STRATEGY
• Ads →
Advertising
• DM → Direct
Marking
• SM →
• WM → Words
of Mouth

7. SELLECTING MARKETING MODEL
COGNITIVE BEHAVIORAL

8. COGNITIVE BEHAVIORAL
Based-on
previous
experienced buyers
Environmental
Research
(finding
new environment)
TARGET
CUSTOMERS
OPINION
LEADERS
BUYING
BEHAVIOUR
BEHAVIOURAL CHANGE
NOISE
&
INCONSISTENC
Y
WORLD OF MOUTH
+
PROMOTIONS
+
CONDITIONING METHOD (CLASSICAL
& OPERANT)
MONITORING

9. MARKETING MESSAGE

10. non-dairy product non-preservative innovative proactive brand
a brand that you can
trust
Organic
& Healthy
Certified by
IFOAM
Innovative
Flavours
In-House Farming
insourcing raw
material
Local &
Quality
ingredients
Sustainability
+ +

11. MARKETING CHANNEL

12. MARKETING OJECTIVES

13. MARKETING OBJECTIVES
INCREASE
AWARENESS
Advertising
Print Ads (Magazines,
Newspapers)
Brand Image
Brand Identity
+ Brand names
+ Slogan
+ Logo
CHANGE
ATTITUDES
+ Advertising
+ PR
Unconventional
Advertising
+ Viral MKT
Words of
mouth

14. MARKETING OBJECTIVES
STIMULATE TRIAL
PURCHASE
+ Next purchase
Discount
+ Sale off frequency
program
+ Free Trials
+ Product Sample
DRIVE BRAND
SWITCHING
Persuasive Ads –
superior benefits to
the buyer
Repeating
products’ USP
INFLUENCE PURCHASE
INTENT
Street Marketing
Switch customers of
competing
products into our
brand

15. TARGET CONSUMERS

16. Get
together
Potential
ColorsTEENAGERS
Part
time
Pocket
money
Discounts

17. Income
Less
potential
HealthyYOUNG ADULTS Get
together
Loves
sweet
Discounts

18. MARKETING EVALUATION

19. PRICERANGE
70 Baht/scoop
From 4th scoops
50 Baht for all kinds

20. INCOMERANGE Middle class
(20 000B)
Upper class
(20 000B+)

21. SELLINGPOINT Shopping malls
Booths
Stores