The first aspect of the communication

Running Head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
Student’s Name
University Name
Author’s Note

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INTEGRATED MARKETING COMMUNICATIONS
Table of Contents
1. Key Strategic Campaign Decisions.............................................................................................4
2. The Communication Model- Objectives.....................................................................................4
3. Target and engaging stakeholders...............................................................................................6
4. Brand positioning strategy...........................................................................................................7
4.1 The target Customers.............................................................................................................7
4.2 The brand essence..................................................................................................................8
4.3 The Brand promise................................................................................................................8
4.4 The brand personality............................................................................................................8
9 Marcom Mix.................................................................................................................................8
9.1 The advertising element.........................................................................................................9
9.2 Personal selling or direct marketing......................................................................................9
9.3 Discounts and promotions.....................................................................................................9
10. Platforms and objectives............................................................................................................9
11. Synergy....................................................................................................................................10
12. Message Strategy.....................................................................................................................10
13. Key consumer and brand relationship insights........................................................................10
13.1 Message direction..............................................................................................................10
13.2 Strategic consistency.........................................................................................................11
Reference List................................................................................................................................12

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INTEGRATED MARKETING COMMUNICATIONS
1. Key Strategic Campaign Decisions
This report discusses the marketing campaigns of the opening of Priya restaurant in a new
location. The restaurant operates in a single location of Point Cook, Victoria in Australia. the
plan is to develop a new business outlet of the organization in Sydney. The region where the new
store of Priya Restaurant would be located is in Pullman Quay, Sydney Harbour (Aguirregabiria
& Suzuki, 2016). The basic objective of this report is to develop brand awareness for the Priya
restaurant for the initial six months of their business operations, which encompasses the phases
like prelaunch, launch as well as the first two months of their business operations.
2. The Communication Model- Objectives
The first aspect of the communication model is goal setting. This is supposed to be the
major communication goal of this market entry process. This goal setting would be based on
digital media marketing. The core message at would be conveyed through this phase is going to
be promoting the products and cuisine preferences. In the initial phase of goal setting, the
company would be emphasized on advertising their product. The point of sales would be
properly highlighted through this promoting campaign (Azeem et al. 2018). The factor of price
competitiveness as well as initial introductory offers on the different cuisines would also be
reflected. The propagation of messages under this goal will find various avenues like direct email
to the customers; pop up inside mobile applications, and other similar channels. In the first place
it needs to be kept in mind that the goal of the communication needs to be fulfilled. In order to
do that there should be every bit of customer interaction should be supplanted with an associated
goal.