Communications Plan

Communications Plan

Table of Contents
INTRODUCTION.........................................................................................................................3
MAIN BODY..................................................................................................................................3
Situation Overview......................................................................................................................3
Target Audience...........................................................................................................................5
Marketing Communications Strategy..........................................................................................6
Develop integrated marketing communications..........................................................................7
Budget..........................................................................................................................................8
Integrate & Implement marketing communication strategies....................................................10
Monitor, evaluate & control IMC program................................................................................11
CONCLUSION............................................................................................................................12
REFERENCES............................................................................................................................13

INTRODUCTION
A Communication Plan can be defined as an approach that is opted by most companies to
provide information to the stakeholders. The plan outlines what information should be provided
to whom, when it should be delivered and what channels of communication can be used in order
to deliver the information (Ammigan and Laws, 2018). The communication plan is an important
thing that can help companies in identifying which stakeholders it needs to reach, what
information should they be provided and how can this be done. The plan comprises of various
elements like organizational and marketing communication objectives, background of the
situation, development of integrated marketing commutation etc. Organization chosen for this
report is HARVEY NICHOLS, which is widely known as the UK’s luxury fashion retailer. The company
was founded in the year 1831 by Benjamin Harvey. The report outlines a communication plan for
respective company in order to overcome challenges it has been facing.
MAIN BODY
Situation Overview
Harvey Nichols is a premium luxury fashion retailer in the United Kingdom and is known
for its edited beauty, fashion, food, award winning restaurants and wine products by experts. The
company’s retail departments along with a Brasserie, a Hairdressing salon, Beauty Treatments as
well as a Bar. Harvey Nichols’ large format store in Birmingham offers its customers a seamless
experience through the best possible service. The store responds and matches itself to all
customer expectations. On the other hand, the Brasserie offers premium casual and a flexible all-
day dining experience. A seasonal menu that contains flavors that are not only bud-tantalizing
but also sourced locally is also provided to the customers.
On the other hand, the bar is accessible via a staircase and offers after-hours drinks etc. to
the customers. It is a hub for people who love cocktails, wines etc. An exquisite list of different
wines, cocktails and spirits is provided for the customers to enjoy a relaxing evening (Aslam,
Azam and Jun, 2017). There are window-style display cabinets that have different jars full of
interesting and unique ingredients. Customers can come and relax with their friends as well as
partners away from the hustle and bustle of the city. They can also order from a wide variety of

dishes from the Brasserie. Both the bar as well as the Brasserie are also open after retail hours on
some days.
Harvey Nichols shares good relations with different media and press members. It also
offers a seamless experience to its customers. Apart from all this, the company has been facing
some challenges like The Harvey Nichols Brasserie as well as Bar only have high sales and
footfall on Fridays and Sundays, that too during the daytime (Browne and et. al., 2016). The Bar
has live music in the evenings on Saturdays whereas the Brasserie’s brunches on Sundays are
popular. The Bar is usually busy on Fridays and Saturdays with shoppers and lunchtimes
respectively. Business people hold meetings over coffee in the bar area during the week along
with people who shop during the week and stop either for lunch or tea.
The main challenges that Harvey Nichols is facing are that of sales as well as footfall
during the week. The Bar ad Brasserie do not have a shop window as compared to other
restaurants within the Mailbox, which are visible. Because of this, there are some customers who
have no idea about the hospitality offers of the company (Centenaro and et. al., 2016). This has
impacted the overall number of customers visiting the stores as well as the sales of the company.
The team within the company is planning to overcome this by securing corporate hire bookings
during the week as well as by driving business development. They are also planning to run
various offers in order to attract more people.
Organization’s Marketing Objectives
An objective can be defined as a goal, either short term or long term that an organization
wants to achieve over a period of time. The objectives of Harvey Nichols are stated below –
Short-term
 To increase footfall and sales into The Harvey Nichols Bar (Birmingham) in 3 months
during week days.
Long-term
 To create awareness of The Harvey Nichols Bar & Brasserie (Birmingham) to a wider
audience within 6 months.