Advertising Plan: Media Strategy & Target Audience

This assignment focuses on developing a comprehensive advertising plan. Students must analyze the target audience, define media strategies to reach them effectively, and outline a campaign structure for implementation. The plan should consider various advertising channels, budget allocation, and evaluation metrics.

Advertising Planning

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Advertising is very much necessary for an company to increase its sales of products in
many folds. Along with other business designing, strategic planning of advertisement process
plays very important role in bringing efficiency in company processes in compliance objectives
of with Howley group. Marketing planing involves development of various plans in order to
target customers and position its product as a brand to increase sales.
In this report, various elements of strategic advertisement plans are studied in order to
analyse different techniques utilised by Howley group to establish a vegetarian restaurant in UK
market (Fotis, Buhalis and Rossides, 2012). Company utilises development of its marketing plan
in UK launch in September 2017 and complied with its strategies to august 2018 with significant
monitoring and controlling, modification required during changing customers preferences and
market trends. Every plan should company with organisation budget and firm decided to invest
about 2.5 million euros of budget for promotional campaign. The company goals are to become a
brand of ethical healthy vegetarian servings in UK market in order to increase healthy habits of
consumers and protect environment by reducing carbon foot-printing through promoting organic
food habits.
TASK
Advertisement planning involves various approaches that are developed by managers and
company executives in order to bring efficiency and effectiveness in advertising, promotion,
packaging and branding of product of Howley group. The company is mainly aiming to target
vegetarian market and increase prospective customers to adopt organic food instead of depending
upon meat and two vegetables in male. The company is planing to open vegetarian restaurant
with ethnic serving (Geuens, De Pelsmacker and Faseur, 2011). In this process promoting ethnic
eating means that increasing individual morals to utilise natural product in their meals and not to
harm other animals and environment. Restaurant is targeting women and old age person to create
a brand as casual ethical eating. The various steps carried out by venture in order to develop
effective strategic plan for advertisement and promotional campaign in UK launch in September
2017 are described below.
1. DEFINING PRODUCTS AND SERVICES
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This step involves identification of appropriate product and services that are to be
promoted in promotional plan. This involves analysis of various factors and features of products
which will influence preferences of customers base. This also involves defining various objective
of organisation and future goals that are to be achieved through developmental stages of
advertisement plan. In present case Howley is designing its marketing strategies for following 12
moths i.e. to august 2018 from, the day of launch. In this process company defines various
financial targets that are to be achieved through restaurant sales and and goals to become an
brand in ethical eating in order to promote healthy life of consumer as well as develop healthy
environment by reducing carbon foot-printing (Halinen, 2012). Food-printing is new concept in
health science which is used to calculate affect of utilisation of food on emission of green-house
gases. Restaurant is including only vegetarian dishes. The menu of restaurant involves dishes
made from natural organic sources like grains, pulses, seeds, nuts vegetables, exotic spices and
fruit by excluding meat, poultry and fish in order to obtain lower carbon content in card.
2. POSITIONING AND BRANDING
Positioning is refereed as communicating strength of specific product that has to be
launched to set customers mind in favour of goods that are served by restaurants. This involves
conceptualising product and expressing this in front of prospective customers. This positioning
strategies involves Highlighting strength of product, services and corporate in order to gain more
sales as compared to other competitors.
Branding is story telling about specific good of restaurant in order to attract customers
and stimulate prospective consumers to make purchases in large numbers. Product concept can
refereed as understanding all aspects of good which helps in showcasing its advantage and
strength over other competitors and its products weaknesses (Planning your advertising. 2017).
Howley group is using story to develop brand image in customers mind. Company is
following strategies to develop an product concept of health, ethical eating in market. The
following restaurant is positioning its brand image in order to encourage people of country to
move away from diet of meat with two vegetables. This follows various ethical story telling story
to make efficient branding plans in order to convince them to adopt habit of healthy eating
through ethnic cuisine development in their serving containing exotic spices and flavouring in
their diets. Organisation is branding itself as communicating its strength as involvement in
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protection of environment by reducing carbon footprint of meat dishes in their routine along with
serving healthy diet through fresh vegetables and fruits in meal.
3. UNDERSTANDING TARGET AUDIENCE
Targeting strategies of an company is affected by various demographic, psycho-graphic,
behavioural patterns of consumers. These aspects largely affects choices and preferences of
consumer. Like for instance a person living cold areas will prefer more non-vegetarian meals as
compared to person leaving in hotter area as this type of meals provide higher heat in body and
keep it warm to sustain in respective climatic conditions. Psycho-graphic factors as affects
purchases of consumer to large extent (Katz, 2016). Ex. Person who is more kind and having
psychology of not to hurt others will prefer vegetables and fruits in meals as compared to meat
like women prefer vegetarian diet more. Targeting of audience requires following aspect to
consider;
 Firstly the person who will be direct consumer of product,
 Secondly individual who in some specific consequences and circumstances thinks about
to market purchase of that product,
 Thirdly group which influence person's purchase decision like spouse, children, family
and friends.
In this scenario Howley group is targeting audience according to following criteria that
customers who are more conscious about their health will prefer vegetarian food as compared to
meat. This is natural source of healthy food which balances energy level and basic protein and
minerals needs of body effectively. Restaurant founder will target the customers who are more
concerned about environment protection. Targeting strategies for following will be influencing
person to include vegetables and fruits in their diet instead of meat, as its carbon foot printing is
calculated more as compared to pulses, organic species, rice etc. Company is targeting basically
customers from social grade A, B and C1 (Kelley, Sheehan and Jugenheimer, 2015). These are
the person belonging from upper middle, middle and lower middle class in society. These are
having purchasing power at higher product at higher prices as compared to others. This social
garde is ready to pay extra for their ethics, values and market and most preferable for their
healthy life and for their contribution in environment protection. Restaurant advertising policies
also involves various targets to attract and reference preferably women fro age group of 20 to 44
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as they are more concerned about their health and more kind not prefer to eat non vegetarian
meals by damaging environment and livestock of earth.
4. MARKET RESEARCH
This is most crucial step of advertising planning, this involves study of recent market
trends, changing preferences and choices of customers. Other competitors strategies and
government policies. All these aspects largely influence an marketing planning and plan that are
developed by company in order to attract consumers. This should be followed by both
quantitative and qualitative analysis of market and consumers needs.
According to market research carried out by Howley group it can be stated that
approximately 6% of population of UK are vegetarian. This constitutes about 3.5 million people
of total population. This number is increased to large extent from 1990 which was recorded as
only 3-4% person are vegetarian (How To Write An Advertising Plan. 2017). This can be
concluded from above market study that there is huge prospective customer base for following
ethnic, vegetarian eating product concept. This will provide a large opportunity of growth is
specific business. According to an survey of customer preferences carried out by restaurant, data
shows that in 2005 about 6.3% are claiming that they are vegetarian while about 13.3% of
population of UK concluded that they are engaged in excluding meat from their meal and
adopting vegetables, pulses in their routine diet.
The data collected from consumer survey also shows that large number of vegetarian are
from 20-44 age group women and A, B, C1 social grade person who are more concerned about
healthy life and protection of environment (Malmelin, 2010). The changing trending of recent
market preferences and choices can be drives through more awareness of population about
human health and its consequences and also enhanced concerned about protection of earth.
Government policies and competitors strength and weaknesses largely affects sales of
business also. Changing government polices can hinder or foster organisation sales growth. For
example for present scenario government foster firm business as Howley group is launching a
restaurant with product concept of healthy and ethnic eating through promoting vegetarian
products. Government started an campaign of developing five a day concept to motivate
consumers to include five portions of vegetables and fruits in their diet. This campaign was
launched in 2003 and found effective in increasing number of vegetarian in country. So these
policies helps in expending business of vegetarian food and restaurants. According to market
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research data collected by marketer concluded that approximately 110,000 restaurant are
presently functioning in UK market and engaged in revenue generation about 25 million euros.
Most of these are offering vegetarian dishes along with non vegetarian dishes (Moriarty and et.
al., 2014). This creates an healthy competitive environment in vegetarian restaurant market to
foster business activities in many folds.
5. DEVELOPING MARKETING PLAN
Designing and formulation of market plan along with formulating various marketing and
advertising strategies to enhance sales of company product may work with different motives and
objectives to gain competitive advantage on market. Market plan may consider following
motivation while concluding various strategies in advertisement of product are as follows:
Positioning of product: Restaurant can develop various strategies in order to position its
brand according to product concept in market. The company is involved in development
restaurant brand as engaged in serving ethical eating which will reduce carbon foot printing as
well as enhance heath of individual. This positioning strategies may involves development of
various advertisement that is related to customers values and beliefs. Ex. Individual can show
nutritional content of menu of restaurant in advertisement holders, magazines and posters.
Creating niche market: This can be achieving by introducing a new product in market to
attract customers and developing niche market that target special group of interests (Morrison
and et. al., 2011). Like for instance Howley group restaurant is developing a niche market of
vegetarian consumer who are concerned about environment as well as health targeting upper and
lower middle class of society.
Diversify Business plan: Restaurant can develop various expansion marketing plan to
attract customers from near by localities and establishing plans of new restaurants in different
areas of state to explore large size of base.
6. SELECTING COMMUNICATION MEDIA
Communication media is an important constituent of marketing and advertising that are
to be utilised by restaurant in order to spread awareness about company product and their brand
image to attract more consumers and converting perspective customers into current client of
firm. Selection of communication media largely depends on market research and target
audiences and number of customers. Marketing mix is designed to develop an mixture of media
to increase effectiveness of advertising plan. This involves utilisation of print media, email
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advertisement, Digital advertising and developing referral networking. Print media involves
various Boucher, poster, handouts that are distributed to large number of customers. While Email
marketing can be used to retain large number of customers with organisation to gain continuous
sales of restaurant. This helps in developing relationship marketing and maintaining good
relationship with consumers (Percy, Elliott and Rosenbaum-Elliott, 2016). Digital marketeer
attracts large numbers of customers towards company by providing various offers and
promotional sale to increase purchase over medium of internet. While referral networking is
most advanced marketing strategies that is implemented by Howley group restaurant which is
helpful in enhancing earning through receiving good reviews from existing clients that helps in
attracting new customers through referrals.
The effectiveness of communication media can be identified by its reach to target
audience, frequency of influence to customers choices, preferences and their purchasing habits,
cost incurred on advertising in attracting 1000 clients, impact of advertising techniques and tools
in guest choices.
7. SHOW UP IN RIGHT PLACES
This involves selection of various places where the advertising plans are to be step up and
product is launched in market of UK by restaurant. Thus can be identified by market surveys and
involves planing various locations which is hub of prospective consumers of company product.
Like for instance some of the places like hospitals, fitness clubs, parks are the major sites where
restaurant can advertise their services as these are the hub of person who are health conscious or
suffering from some disease (Pérez-Gladish and et. al., 2010). So, by advertising vegetarian
products of utilises plans can increase company sales to large extent. Another space for
promotion plan can be over the medium of internet. This involves social networking sites and
other advertisement banners in most popular websites that are frequently visited by client of
internet. So these are some of the places where company can market their product to increase
restaurant sales and helps in converting it into an profitable product concept.
8. BUDGET
It is necessary that company advertisement plan efficiently comply with the budget
constraints defined by firm. The budget plan by Howley group restaurant is about 2.5 million
Euros. As the company is investing large amount in their promotional scheme so the plan should
be efficient enough in making more profit and providing good return in investment. Budget
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development plan for advertising of organisation product involvement includes an researched
information about client and account director in order to create an efficient funding strategies for
marketing strategies of restaurant (Peter and Donnelly, 2011). This should consider various
future, product, culture, market insight along with concluding affects of utilisation insight of
product by consumer. Marketing insight and utilisation insight of specific product involves study
in various preferences of consumers and competitors investment of promotion of particular
product. This financial budget plan of adverting campaign also affected by awarenesses of
consumers about product and number of respective target audience of restaurant concept of
ethnic eating worth compliance with healthy habits of people.
9. KNOW WHEN TO ADVERTISE
This is the another aspect that affects company promotional plan to large extent.
Restaurant launch should compliance with effective timing of start-up to increase sales of firm in
starting period so that break even point of enterprise should be achieved early. Promotional
campaign and advertising plans should be launched nearby some festive season to attract more
customers (Pieters, Wedel and Batra, 2010). Like Christmas week can be perfect of launch of
restaurant as this is the period when consumers mostly prefer to go for eating outside and
enjoying season of festival. This will result in increasing sales at time of establishment and
increasable customers will help in advertising strategies through referencing other person
because of client good experience with restaurant and product concept. So, timing of advertising
largely affects effectiveness and efficiency of company plans.
10. MESSAGE
Message involves what a company wants to communicate to its customers through
advertising plan. This defines content that is to be delivered thorough promotional campaign. In
present scenario restaurant is messaging to its respective consumers to protect environment by
including healthy habits in selection of their routine meal content. This involves stimulating
person to add vegetables and fruits in their diet (Shimp and Andrews, 2012). The branding image
and product concept of restaurant of ethnic eating and contributing in environment protection by
reducing carbon foot printing in food is increased through publicity plan of firm. This helps in
attracting consumers who are concerned about health and conscious about reducing global
warming on earth by decreasing emission of green house gasses.
11. MARLETING METHODS
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The marketing approach of company to increase company sales involves various
techniques that are implemented in business process of advertising and promotional mix.
Restaurant is engaged in developing different marketing strategies and method to attract more
customers through various means. The following methods which are developed by Howley
group restaurant in order to achieve effectiveness in promotional plan: Push method: This method involves involvement of mediators to attract customers for
organisation. This involves value chain of distributors helps in increasing company sales. Pull method: While this approach is engaged in direct selling of product through
advertising and promotional campaign in market scenario (Taylor, 2010).
These methods utilising approaches to develop marketing funnel that are helpful in
enhancing referral networking by restaurant through world of mouth advertisement plan. The
company provided helps in attracting consumer to express branding image, this will
communicated customers to customer through networking and helps in increasing sales of
company.
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Illustration 1: Marketing funnel, 2017
Source 1: Marketing funnel, 2017

12. IMPLEMANTAION
This involves application of developed advertising plan through utilisation of selected
communication media in order to communicate product concept and brand image of ethnic,
healthy eating (Turner, 2012). Implementation of plan should consider appropriate budget
control that is decided by restaurant and higher authority of venture in order to increase return on
investment.
13. MAESURE AND TRACK ADVERTIEMNT PLAN
This involves measuring effectiveness of implemented marketing plan by analysing sales
figure if company achieved after the UK launch in September 2016 restaurant of Howley group
(Turner, Scheller-Wolf and Tayur, 2011). This can be analysed by developing market research in
order to collect data of changing habits of customers from non vegetarian meals to healthy
vegetable and fruit meals.
14. MODIFEY ADVERTISINMG STARTGIES
It can be seen through market survey that customers shows continuous changing taste and
preferences with time. So, advertisement plan that is implemented by restaurant that are to be
modified according to trending needs of market depending upon developing environment. Today
people are more concerned about heath and environment (Voorveld, 2011). So, this an
productive market environment for growth of ethnic and healthy eating concept of restaurant.
Along with this changing government policies are promoting vegetarian foods in their meals will
also foster growth in sales of respective Howley group.
JUSTIFICATION TO STRATEGIC ADVERTISMENT PLAN
The justification over defined advertising plan can be that UK market is in favour of
increasing vegetarian food in their diet plan. Over 6% of population is preferring vegetables and
food as compared to person taking meat diet (Wilmshurst and Mackay, 2010). Market is
developing care about environment and engaged in reducing emission of green house gases by
decreasing carbon foot printing of food through controlling dependency over meat, pork and
lamb. These are including more pulses, vegetables and fruits in their diet. So, above defined
promotional scheme is based in developing brand image of healthy eating with ethnic cuisine
that is in favour of promoting sales of restaurant product.
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CONCLUSION
It can be concluded from above report, that developing strategic advertisement plan is
crucial stop to enhances sales of company in many folds. This helps in selecting effective
communication media in order to express restaurant brand image of serving ethnic eating in
consumer habits.
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REFERENCES
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Shimp, T.A. and Andrews, J.C., 2012. Advertising promotion and other aspects of integrated
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