Marketing Communications Plan Development for a Company

Marketing communications are an important element of a transfer of information to consumers, since the goal of marketing communications is to form a consumer need for a product. The relevance of this topic is due to a low awareness of the «Arabica» coffee shop for the target audience. Marketing communications can help to solve this problem. The purpose of this study is a development of a marketing communications plan for the «Arabica» coffee shop. In the course of the study, the target audience of the company was determined by monitoring and survey of consumers, and the main competitors were identified by analyzing secondary data. Finally, a marketing communications plan was developed, based on the information received. The developed marketing communications plan can be used by «Arabica» coffee shop to raise awareness for the target audience.