Unlocking Success: The Power of Integrated Marketing Communication

Running head: INTEGRATED MARKETING COMMUNICATION
February 19
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INTEGRATED MARKETING COMMUNICATION
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Executive Summary
The aim of the paper is to highlight the importance of integrated market communication in
promoting the products and services of the business. The paper is focused towards a digital
marketing campaign of BreadTalks that is “Quest for Flosss” in order to understand its major
aim and the target market it is focusing on. The analysis reflects that BreadTalks is one of the
leading foods and beverage group of Singapore focused on representing the unique definition
of bread. The company is promoting its online game with the help of KRDS Singapore,
which is an independent social and media agency. The agency does not have any major
weaknesses, but it is recommended that before accepting the contract of any client it must
analyze the quality of its products and types of products its offer in order to eliminate the
chanced of failure.

INTEGRATED MARKETING COMMUNICATION
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Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Classification of BreadTalk’s product...................................................................................3
Brief Description of BreadTalk..............................................................................................3
Target Market.........................................................................................................................4
Demographics....................................................................................................................5
Psychographics...................................................................................................................5
Communication Objective.....................................................................................................6
Critique of the Advertisement................................................................................................7
Strength..............................................................................................................................7
Weaknesses........................................................................................................................7
Media Used............................................................................................................................9
Strength..............................................................................................................................9
Weaknesses........................................................................................................................9
Conclusion..................................................................................................................................9
References................................................................................................................................11

INTEGRATED MARKETING COMMUNICATION
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Introduction
Many of the marketing strategies like PR marketing, IMC, mass marketing, CRM have been
introduced to increase the service or product demand and lift the satisfaction level of the
customer. With the increasing developments in the technology and introduction of the
internet-marketing concept, there is an urgent requirement to increase the concentration of the
strategies of marketing. From that point, the present paper seeks to comprehend the impact of
integrated marketing communication on the productivity or efficiency of the business (Ali,
and Allan, 2017, 97). The paper is being prepared to highlight different essential elements on
marketing communication such as target market, product function, and its features. In the
end, to recommend the strategies the products must be promoted in the market.
Classification of BreadTalk’s product
BreadTalk Group Limited is a bakery chain of Singapore introduced in 2000. It operates a
retail chain of around 38 outlets under the brand BreadTalk Pre limited. These stores are
involved in selling cakes, bread, buns, and pastries. The enjoy services from quality managers
company, trained employees, and committed stakeholders (BreadTalk 2018).
The BreadTalk marketing Campaign that is “Quest for Flosss” is a game that starts with
playing the part of the chef of BreadTalks. The aim of the game is to collect the menu items
of the business like roti, sambal floss, and floss to gain points and win (Ismail, Noreen 2015).
Brief Description of BreadTalk
BreadTalk Group Limited is a multinational company of Singapore with operations in food
and beverages industry with headquarter in Paya Lebar. With the 12 unique brands,
BreadTalk has altered the way people look at their daily staples. The company is focused on
revolutionizing the industry of bakery since 2000 (BreadTalk 2018). BreadTalk prides itself