Integrated Marketing Communication Assignment 2022

Running Head: MKT103A – INTEGRATED MARKETING COMMUNICATIONS
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Title: MKT103A – Integrated Marketing Communications
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MKT103A – Integrated Marketing Communications
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Introduction
Dinner on the Table is a small scale local food delivery service located in Sydney and New
South Wales. The company was founded by Rachel in 2014 due to her passion for cooking
and eating delicious food. The small business prepares a wide variety of foods for the
customers to choose from their website and order it using online methods for cash on delivery
and deliver the food as soon as possible. The main aim of the company is to help people with
disability to get deliciously cooked and nutritional food which ranges in different sizes to
meet the requirements of small and large families (Liesionis, 2016). In this report, the
presentation will be made on the Dinner on the Table business where their target audience
will be identified along with the main objectives of the business to develop a promotional
campaign. The study will also utilise some of the most appropriate internet marketing tools to
help develop and promote the campaign over various channels and increase their chances of
success.
Target audience
Dinner on the Table cooks and delivers delicious family-style meals made from scratch to the
people who have trouble in preparing home-cooked meals due to various reasons such as a
disability or lack of skills in preparing meals (Liesionis, 2016). The company also targets
people who live on rent and don't have time to prepare food for them self and tend to eat
outside. The company offers them Wholesome and healthy food which are prepared from
high-quality raw materials and vegetables in every nutritional environment. The company
also changes its menu every week to make the target audience continuously engaged with the
business offerings. Apart from that, Dinner on the Table also serves people who enjoys party
and just don't enough hands to prepare a large amount of delicious and quality food. Another

MKT103A – Integrated Marketing Communications
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major segment of the customers are people who are health-centric and only want to eat
quality and hygienic food. The company utilizes fresh vegetables from the local farmer in
Wilberforce and all of their non-vegetarian materials such as lamp, beef, pork, etc. come
directly from the Chop Artisan Butchery, which is well known for their cleanliness and
hygiene maintenance. As for the chickens, the company bring them from the KB chickens,
which ensures that only the highest of quality material are used for preparing the meals for
their customers.
Profile of the target audience
The profile of their latest target audience would include people of all ages including children
and senior citizens, health patients, disable people, etc living in the area of New South Wales.
Main reason why health patients can also be the target audience for the business is because
health patients are required to eat balanced and hygienic meal, which Dinner on the Table can
easily serve due to their easy customizable options on order, the hygienic practices used by
the kitchen staff, choosing fresh vegetables and high-quality raw materials for preparing food
and exceptional packaging of the food for better and secure delivery (Gunasekaran, 2006).
The company makes sure that anyone wants to have a home-cooked meal can easily obtain it
through their expertise (Gunasekaran, 2006). The lifestyle of the target audience will be
relatively better having a good income in the family who can afford high quality and health
centred food. The company also targets people who want to lose their weight as the company
can deliver delicious and healthy meals with as little quantity of carbs and fats as possible
(Murphy et al, 1996). They have all sorts of culinary items including vegetable salads, fish
meals, chicken meals, etc which can prove to be a great source of protein and nutrition and