Integrated market communication (IMC), has a key role to play in any business organization. For a start-up company, the IMC has a major role to play in ensuring the success of the business. For start-up business, it is essential that advertisement and promotional events are given adequate importance. Thus, the IMC activities need to be taken care for the start-up business organization. In this assignment, a start-up restaurant has been chosen. To start with, the company will have the main objective of serving good quality fast food to the people, along with establishing themselves as a famous fast food chain. The marketing objectives of the company is to ensure that the fast food chain is able to attract thousands of customers and food lovers, to the newly launched fast food restaurant. The company is trying to expand its business in Australia and establish it as a successful fast food chain. This assignment highlights the IMC plan, along with focusing on the target audience and communication and marketing objectives. The alternative advertisement styles are also highlighted in this assignment.
The target customers include the residents of Australia, specially the children who are attracted to the fast food, more than the adults are. However, the adults are also among the target customers, since they also prefer fast food. The target audience are chosen on the basis of the demographics as well as the affordability (Korda and Itani 2013). The fast food company will ensure that the price of the products are kept low and affordable, all the people could buy such the food. The regular office goers are also targeted as the audience, as they might be interested in consumption of the fast food. The target audience have been chosen on the basis of the market segmentation and market analysis that the restaurant has carried out. The food habits and social trends of the Australian market has been evaluated in order to find the target audience.
Communication and advertisement objectives
Since the chosen company is a start-up restaurant, hence the communication and advertisement objectives needs to be developed effectively. The advertisement objectives are as follows:
- To ensure the development of the brand awareness
This is one of the essential communication and advertisement objective, that needs to be taken care and ensured by the start-up company. It is important that the start-up fast food restaurant develop its brand image, in order to ensure that customers are attracted towards the newly developed fast food restaurant (Barton and Behe 2017). The brand awareness is developed by promoting the brand, along with giving high discount and promotional offers to the customers, to ensure brand awareness. The promotion of the brand image is important, in order to attract the potential target customers.
- To promote the products and the variety of the fast food that are sold by the company
Another objective of communication and advertisement is the promotion of the products and the variety of the items that are sold by the restaurant. This is essential in order to create awareness among the consumers such that the variety of the products that are sold by the fast food restaurant (Korda and Itani 2013). This will ensure that the consumers are made aware of the products, so that they are able to buy the products of their choice.
- To influence the consumer buying behavior and decisions
The start-up restaurant has the objective of influencing the buying behavior and the buying decisions of the consumers. This is essential part of the IMC. The business organization has to ensure that the customer loyalty that they show to the customers have a strong influence on the consumer buying behavior and decisions (Korda and Itani 2013). Moreover, the quality of the products and the freshness of the food that is offered by the start-up restaurant will have a strong influence on the buying decision of the consumers.
- To ensure consumer attraction and retention
Consumer attraction and retention has a key role to play in the IMC plan. For any business organization, it is important that the customers are attracted and retained. In order to retain the customers, it is important that loyalty reward points be given to the customers (Percy and Elliott 2016). Moreover, introductory discounts and offers are to be given to the customers, in order to ensure that customer retention and attraction is done successfully.
These objectives need to be fulfilled by the start-up restaurant, in order to ensure successful growth of the start-up restaurant.
Basic Features and philosophy of the integrated marketing communications
The basic features of the Integrated Marketing Communication (IMC) include the core message of the brand, which is being conveyed to the public. The philosophy of Integrated Marketing Communication includes the practice of coordinating various elements of brand empowerment. The features and philosophy of Integrated Marketing Communication reflects the respective goal of the brand that can ultimately influence the mind set up and behavior of the target group of audience for a company.
Belch et al. (2014), have mentioned about the basic features of IMC, which need to initiate by understanding the buying behavior of the customers and understanding their brand choosing psychology. The initiation process of Marketing Communication need to include the process of customer prospect, which will be reflected in the brand identity and thereby determining the core message that are being published in public domain. The main features of the messages are being delivered for the process of Marketing Communication includes optimized information about the brand and the product, which could easily help to attract all groups of customer.
As mentioned by Parente and Strausbaugh-Hutchinson (2014), it is essential for business firms to maximize the total number of channels that are used as the medium of marketing communication. This can help to maximize the channels and allows the company to reach out to maximum number of channels. This is sometimes referred to as 360 degree of branding, which comprises of all types of platforms for the communication. One of the important purposes that are associated with Marketing Communication is the ability to represent the brand image in the public with the help of same type of message. It is important to ensure that all the messages that are being delivered from the company have the same category of business ideas.
According to Bacile et al. (2014), one of the important features of the process of marketing communication is to develop the relationship with the target group of customers. It is also possible for the customers to easily relate themselves with that of the marketing activities. One of the major goals of the marketing communication is due to the process that it can help to change the matters related to the customer’s behavior. One of the important features of marketing communication is to deliver effective and optimize level of messages. This can help to improve upon the awareness level of the customer and enhance their attitude towards the brand. Hence, it is important for effective Marketing Communication to encourage the customers change their behavior your response that can help to improve upon the brand popularity. The features of the Integrated Marketing Communication are designed with parallel with that of the marketing strategies. Hence, it can be said that the characteristics of Marketing Communication depends upon the marketing strategies that are implemented by respective brands.
Alternative advertising styles
Other advertising strategies and styles that could be adopted includes giving high discounts to the customers in order to ensure that the new products of the start-up restaurant so that new customers could be attracted (Seo 2016). The restaurant might start giving free samples to the consumers, in order to accustom them with the taste of the restaurant. Moreover, the restaurant might open street outlets of the restaurant in the office areas and market place, such that the regular office goers might try the food and drop in to the restaurant, if they like the food.
Application of communication techniques to develop solutions to marketing communication challenges
According to Shen et al. (2016), few of the Major marketing challenges includes identifying the target audience and use of the perfect medium in order to reach out to the customers. It is also essential for marketing communicators to ensure that the correct and optimize level of information are obtained to the customers. This can be a major challenge while dealing with deciding upon the content of the communication channel. It is also relevant to mention that translation of business communication in the Global market can be a major challenge due to the fact that the demand of different people over across the globe varies hugely.
Schultz et al. (2014), have mentioned about the importance of the use of the effects of Hierarchy, which is one of the Essential elements of Marketing Communication theory. The main aim of the marketing communication theory is to influence the audience by increasing the level of awareness and interest towards a particular brand product. This can influence by creating a Desire and enforcing them to take action in the form of making purchase. It is essential in this context to deliver the message according to the buying behavior of target audience. Using the theory of message transformation, it is possible to deal with the challenge of converting the message, which can be understood by the target audience group. Generating awareness is one of the prime elements of the marketing communication theory, which can help to deal with the challenge of lack of knowledge and information about the brand image. High level of awareness among the target audience is believed to be one of the effective ways to connect with the target audience. Hence, it is possible to deal with the challenge of lack of brand awareness and brand recognition among the target customer group.
Key Marketing Communication theoretical concept
Writing skills of marketing communication is one of the essential elements, which decides upon the messages that are being delivered to the customers. K?hler et al. (2016), have mentioned that the writing skills of the advertisers are one of the essential parts of the marketing communication that can develop the sense of interest among the target groups of customers. Written Communications Skills is also one of the essential parts of nonverbal communication mode, which is used by various companies to connect with the target groups. The content of the advertisement is one of the essential parts of digital marketing, which is one of the most popular medium of reaching out to the customers. Well written content in the digital and social media marketing can help the company to easily engage with the audience and able to deliver the proper optimized level of message (Schultz et al. 2014). The skill of the copywriters, are highly essential in the context of helping them out with better level of marketing and thereby create the perfect opportunity for the companies. It is essential for them marketing communicators to conduct an efficient research, which can help them to decide upon the marketing channels.
In order ensure effective advertisement and promotion, the social media could be used. The use of social media is effective in ensuring effective promotion and advertisements of the products of the startup restaurant. The social media is an effective promotional platform. This is because with the changing trends, people have been more active on the social media. With the social media promotion and advertisements, the company will gain popularity and the effective promotion of the products of the restaurant will be ensured (Korda and Itani 2013). Moreover, the social media publicity is important, since the word-of-mouth and the personal experiences are also shared on the social media (Wachman and Rose, 2013). Adequate budget needs to be allocated for the media plan, in order to ensure that the promotional events as well as the advertisement plans. Promotion and advertisement has a key role to play in enhancing the business of a start-up restaurant, in order to enhance the sale of the restaurant. The use of social media is effective to communicate with the target audience (Shen et al. 2016). This is because, most of the target audience of the start-up restaurant are active of the social media. Hence, the restaurant can enhance their business effectively by reaching the potential customers successfully.
The evaluation of the IMC plans is important. This is because based on the evaluation of the IMC plan; the development of the further plans will be carried out. If the social media marketing is not effective, then revision of the plan needs to be done. If the promotion and advertisement events are of the social media are successful then the start-up restaurant is likely to get more customers, than before the campaigning media. However, if the number of customers are not increased remarkably, then it could be concluded that the social media promotion is not a successful one (Korda and Itani 2013). Moreover, with the expansion of business, the demands of the customers’ need to be understood and implemented successfully. This will ensure to attract more customers. the promotional events taken up has to be successful enough to promote the start-up business and ensure success and growth. The success of the business depends on the promotional events and advertisements that are taken up by the start-up restaurant. Thus, the IMC plans are effective in ensuring the success of the start-up business.
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