Integrated Marketing Communication

This report discusses the different mediums and channels that can be used by Dosa Hut in their promotional campaign process. It recommends online and offline mediums, including social media, digital banner, newspaper, television, and radio. The report also recommends a publicity campaign involving Indian movie star Parineeti Chopra. A budget and evaluation process are also discussed.

Running head: INTEGRATED MARKETING COMMUNICATION
Integrated marketing communication
Name of the student
Name of the student
Author note

1INTEGRATED MARKETING COMMUNICATION
Executive summary
The aim of this report is to discuss about the different mediums and channels that can be used by
Dosa Hut in their promotional campaign process. In doing so, this report discussed about the
different mediums that will be effective. The mediums are classified by online and offline.
Among the online mediums, it is recommended that online, social media and digital banner
should be used and in terms of offline mediums, newspaper, television and radio should be used.
In addition, this report also recommended that publicity campaign should also be driven by Dosa
Hut involving the celebrities. The celebrities should have connection with both Australia and
India. Accordingly, Indian movie star Parineeti Chopra was selected as she is having acceptances
among the Indian community along with the fact that she is the official brand ambassador of
Australian tourism. A budget and evaluation process was also discussed in this report for proper
implementation.

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Table of Contents
1. Introduction..............................................................................................................................3
2. Smart objectives.......................................................................................................................3
3. Marketing mix..........................................................................................................................4
a. Advertising...........................................................................................................................5
b. Sales promotions.................................................................................................................11
c. Direct marketing.................................................................................................................11
d. Digital marketing................................................................................................................12
4. Budget....................................................................................................................................13
5. Publicity campaign.................................................................................................................15
6. Identification of the contact points and touch points.............................................................16
7. Evaluation of effectiveness....................................................................................................17
8. Conclusion..............................................................................................................................18
9. Reference................................................................................................................................19
10. Appendix.............................................................................................................................21

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1. Introduction
Marketing plan or strategy will only be effective or fruitful when the target customers can
be properly communicated and reached out. This is due to the reason that the more extensive will
be the communication to the end customers, the more will be the brand awareness in the market.
Market communication is more important for the new entrants in the market because they are not
known in the market and should gain enough identity in competing with the existing players
(Luxton, Reid & Mavondo, 2015).
This report will discuss about the different marketing communication mediums, which
will be most effective for Dosa Hut in reaching out to the customers. In addition, this report will
also discuss about the channels to be used and the evaluation measures.
2. Smart objectives
Specific Measurable Achievable Realistic Timely
Increasing the
sales from the
existing
Victorian region
Increasing by
minimum 20
percent of the
existing sales
Dosa Hut is
already having
their market
presence in
Victoria
Achieving more
sales from the
existing market
will ensure the
deeper market
penetration for
Dosa Hut
1 year
Positioning as an
alternative to the
existing food
Revenue level at
plus or minus 15
percent of the
Considerable
portion of Indian
origin people
Gaining higher
market relevance
rather than just
1 year

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hubs available
for the Australian
customers
industrial level stays in Australia
and thus market
potentialities for
Dosa Hut will be
there
being an Indian
food joint for the
certain customer
sections
To gain the
maximum reach
in terms of
advertisement
mediums
Market
awareness about
the presence of
Dosa Hut across
each of the
targeted
customer
segments
Implementation
of blend of
online and
offline mediums
can help in
achieving the
maximum
market reach
The more will be
the market
awareness about
the brand of
Dosa Hut, the
more will be
their
attractiveness
among the
customers
1 year
3. Marketing mix
Omni Channel mediums will be involved in terms of selecting communication channels.
In the previous assignment, it is stated that television, radio and newspaper will be selected as the
chosen mediums for communicating the subject of Dosa Hut. However, it is now recommended
that online mediums should also be initiated in order to gain the higher sets of market
penetration. The following sections will discuss about each of these mediums and how they will
be used and implemented. The major platforms identified for Dosa Hut are advertising and sales

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promotion. Advertising will help to create the awareness among the new customers regarding the
products of Dosa Hut sales promotion will help to attract them along with gaining the feedback.
However, it should be noted that advertisements of Dosa Hut should be communicated through
different channels. This is due to the reason that different mediums of advertisements will be
able to reach out to different customer sections.
On the other hand, with the help of the sales promotion, the customers can be directly
contacted and communicated, which will create their external need for availing the service of
Dosa Hut. The first step will be the leveraging of the advertisements to create the customer
awareness in the market and it will be followed by the sales promotion to create the need among
the customers. Thus, prior to the sales promotion activities, customers will have the basic
knowledge about the service of Dosa Hut.
a. Advertising
Social mediums
Advertising will be done involving the social media campaigns, radio, television and
print media. This is due to the reason that this will ensure the maximum reach of the
advertisement content of Dosa Hut. Online channels will be used from the initial stage of
operation of Dosa Hut due to the fact that these mediums will be used for generating required
buzz in the market. This should be noted that Australia is having higher market penetration of
internet, which denotes the fact that maximum customer segments can be catered from the
online mediums (Berger & Iyengar, 2013).
In terms of social media, facebook and twitter will be majorly used due to their high
penetration in the Australian market. Both these mediums will be used to communicate the

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audio and visual contents. For example, facebook page will be opened and daily updates will
be uploaded in the forms of food related vlogs such as history of South Indian cuisines. This
will create the initial buzz among the Australian customers and they will gain the
understanding about what to be offered in Dosa Hut. In the later stage, the food items being
offered by Dosa Hut will be promoted. Twitter will also be used for daily updates and news
such as new launches of dishes (Men, 2014). With the help of these social media platforms,
two ways communication in advertisements can be initiated where the potential customers
can share their feedback against the uploaded content. On the basis of this feedback,
managers at Dosa Hut will be able to amend their strategies.
It is recommended that social media links of Dosa Hut should be attached with the
official website of them due to the reason that the customer traffic visiting their official
website will get the direct access to visit their social media pages. Thus, the social media
traffic for Dosa Hut will get increased.
Facebook advertisement locations for Dosa Hut

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Promoted tweets will be done by Dosa Hut
Radio
Radio will also be used to gain the deeper market penetration because every car is having
radio and promoting through this medium will target the travelling customers as well. Radio
advertisements are also recommended to have more culturally relevant items targeted
towards the customers. This is due to the reason that there will a considerable section of the
customers who are not available by the television commercials but by the radio mediums.
These customer segments can be penetrated if the culturally relevant elements can be added.
For instance, local languages should be used as jargons in the radio advertisements. This will
create sense of uniqueness among the targeted audiences and the entire process will become
more effective. The radio advertisements should be communicated during the peak office
hours in the morning and evening because the traffic will be more and audiences will also be
more. Gold 104.3 and KIIS 101.1 radio stations will be used to cater to the family audiences.

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One of the most popular radio stations in Melbourne
Television
The television advertisements will be designed for the family audiences and they will be
aired on the family channels. Population from the Indian subcontinent is having higher
preferences for the family shows and cricket games and thus these channels will be targeted
by Dosa Hut. Television is still having higher market presence and penetration over the
social media in Australia and thus television commercials will be effective for Dosa Hut in
deep reach in the market (King et al., 2013).
These mediums will be used to target the customers who cannot be tapped by the online
mediums and hence, the maximum market reach will be achieved. However, there are few
factors should be maintained in designing the television commercials in order to increase the
maximum market exposure. Indian models and proxies should be used in the commercials

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due to the reason that Dosa Hut is offering traditional Indian cuisines and involvement of the
Indian elements and evidence will increase the authenticity and attractiveness among the
target audience. It should be noted that presenting the Indian elements in the television
commercials in the foreign markets will create distinctiveness among the competition and
will be more culturally relevant for the targeted customers. Television commercials of Dosa
Hut should be promoted during the evening prime time as family audiences can be gained to
the most during this time.
TVC of Dosa Hut should promote their key value propositions
Newspaper
Newspaper advertisements should be designed in more aesthetic manner to gain the
customer attraction. However, it is recommended that newspaper medium should only be
used in the initial stage only because in the later stage, online and electronic mediums will be
enough (Bellman et al., 2014). In terms of the newspaper and other print mediums, it is

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recommended that brands, which are having higher exposure and penetration among the
Australian Indian society, should be targeted. There will be majorly two advantages to be
gained by this. One of the advantages will be the ability to put Indian elements in the print
versions and it will get more accepted due to the presence of Indian audiences and the other
advantage will be the distinctive positioning among other evidences. If any newspapers based
on the Indian languages are getting published, then advertisements should be given on that.
In addition, English newspapers are the widely circulated mediums in Australia and hence,
these will be selected by Dosa Hut. The advertisements will be given on the weekend prints
to attract the family audiences.
Newspaper adverts should be done like this
b. Sales promotions

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Vouchers can be another offline option for Dosa Hut because it will create the direct
contact with the potential customers. It is recommended that offer vouchers, which will also
contain the items and price list to be offered in the restaurant will be distributed among the
potential customers. This will create interest among them and will attract them towards the
restaurant. A coupon will also be provided with the voucher, submitting which will discount
the restaurant bill by 10 percent. The voucher will have pictures of different items to be
offered. In addition, it will be distributed in the central areas with having significant amount
of people from Indian subcontinent. These locations will be targeted for the distribution of
the vouchers. These vouchers should be used during the festive season because people
tend to prefer restaurant dining more during the festive season.
Vouchers of Dosa Hut
c. Direct marketing

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In terms of direct marketing, only email based process will be followed as probable
return from telesales is less. With the involvement of the email process, the customer data
gathered from the touch points will be communicated through promotional mails. There will
few types of mails to be sent. The first type will be promotional ones where any discounts or
offers started in Dosa Hut will be communicated. The next one will be the awareness mail
where the introduction of any new items will be communicated including any operational
change such as timing.
d. Digital marketing
Google AdWords would be used by Dosa Hut to gain the preferences in the search
results. In the current time, customers search online for any new information and with the
help of the Google AdWords, Dosa Hut will be seen in the front page of the search results
the probability of the potential customers to opt for it will be more. Dosa Hut should also put
the pay per click banner in different third party websites where the traffic of the target
customers of Dosa Hut will be more. For instance, the sites of Indian food festival or any
other events related to India can be targeted (Halpern & Gibbs, 2013). Hence, it can be
concluded that with the help of the online mediums, the initial buzz in the market for Dosa
Hut can be gained. In the later stage also, online mediums will help to engage with the
customers and customer centricity will be more for Dosa Hut. Pay per click banners will be
used only during events in Australia and AdWords will be continued to ensure the front
position in the search results at any point of time (Winter, Brückner & Krämer, 2015). It is
expected that at least, 9 million customers can be targeted because as per the reports,
Australia is having more than 18 millions of active online media users as of 2018. Thus,
minimum 50 percent can be covered.

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Google AdWords based search results for Dosa Hut
Pay per click banner of Dosa Hut should be like this
4. Budget

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Budget will be calculated on the basis of the identified mediums and importance of each of
the mediums.
Promotion Tools Amount
(in $)
Online mediums and tools
Facebook $6,000
Twitter $3,000
Total Online Media Marketing expenditure $9,000
Other Online Marketing Media
E-mail Marketing $5,000
Online Display advertisements $6,000
Other Online promotional Campaigns $6,000
Total Budget for Online Media $17,000
Offline Marketing Media
Newspapers $6,000
Magazines $4,000
Total Print Media $10,000

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TV Channels $8,000
Radio $4,000
Total $12,000
Total Required fund for Promotion $58,000
5. Publicity campaign
Celebrity endorsements might be effective in promoting the social media pages of Dosa Hut
and increasing the traffic. However, in this case, it should be noted that celebrity endorsements
should be done in the most cost effective manner as it involves huge capital investments. There
are considerable sections of Indian living in the Victorian region of Australia and few Indian
celebrities are visiting the place round the year for different events and they should be invited in
Dosa Hut. If these visits can be properly promoted though the social media pages of Dosa Hut,
then the visitor traffic and engagement will get increased along with the increase the brand
identity and market penetration in the real world situation. For example, Parineeti Chopra is a
prominent Indian film star recently selected as the brand ambassador for Australian tourism.
Hence, she is extensively endorsing the Australian elements and frequently visiting the place.
Thus, if she can be invited in Dosa Hut, then the brand attractiveness among the residing Indians
will get increased along with the increase among the visiting sections.

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Parineeti Chopra as the Australian tourism brand ambassador
Promoting among the Indian Diaspora
6. Identification of the contact points and touch points
Mediums Contact points
Social media Personal computers, smartphones or any other smart devices

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Google AdWords Computers and smartphones
Pay per clicks Computers and smartphones
Television
commercials
Television, social media platforms
Radio Car audio, home audio system portable sets
Newspapers Magazines and printed versions and publications
Vouchers Business centers, shopping malls, fairs and events
7. Evaluation of effectiveness
Determination of the evaluation measures is also important because it will help in
measuring the performance of the implemented communication tools and the extent to which
they are effective and productive enough. Key performance indicators will be used to measure
the performance. The first indicator will be rate of new customer acquisitions that refers to the
inflow of the new customers in the business. Thus determination of this rate will help Dosa Hut
to have the idea about the effectiveness of the media tools in attracting the new customers to the
business (Rodrigue, Magnan & Boulianne, 2013). Another indicator will be determination of the
brand awareness in the market. This is due to the reason that the more will be the brand
awareness, the more will be the effectiveness of the marketing communication channels. As
stated in the earlier section, creating brand awareness for Dosa Hut is one of their major
objectives. Thus, measuring the brand awareness of Dosa Hut will help to identify the
effectiveness and efficiency of the communication channels. The last indicator to be used is the
determination of the employee feedback (Goyal, Rahman & Kazmi, 2013). This will ensure the

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attitude of the customers towards the Dosa Hut a brand. The positive will be the feedback of the
customers; the more effective will be the implemented marketing communication channel.
8. Conclusion
This report concludes that Dosa Hut should implement multimedia and multichannel
communication programs in their marketing plan. This is due to the reason that this approach
will involve both online and offline mediums and will have the capability of reaching out to
maximum market areas. In this report, situational analysis of Dosa Hut is being done and on the
basis of the identified issues and target segments, communication channels and tools are
identified. This report recommended that in terms of online mediums, social media, AdWords
and pay per click tools should be used. On the other hand, in terms of offline mediums,
newspaper, television and radio should be used to gain the deeper reach and penetration in the
market. This can be concluded that proper and ideal blend of online and offline channels will
ensure the maximum fulfillment of the objectives of Dosa Hut. Budget and evaluation measures
are also given in this report for effective implementation of the tools.

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9. Reference
Assaf, A. G., & Agbola, F. W. (2014). Efficiency analysis of the australian accommodation
industry: a bayesian output distance function. Journal of Hospitality & Tourism
Research, 38(1), 116-132.
Bellman, S., Kemp, A., Haddad, H., & Varan, D. (2014). The effectiveness of advergames
compared to television commercials and interactive commercials featuring
advergames. Computers in Human Behavior, 32, 276-283.
Berger, J., & Iyengar, R. (2013). Communication channels and word of mouth: How the medium
shapes the message. Journal of consumer research, 40(3), 567-579.
Goyal, P., Rahman, Z., & Kazmi, A. A. (2013). Corporate sustainability performance and firm
performance research. Management Decision.
Halpern, D., & Gibbs, J. (2013). Social media as a catalyst for online deliberation? Exploring the
affordances of Facebook and YouTube for political expression. Computers in Human
Behavior, 29(3), 1159-1168.
King, L., Hebden, L., Grunseit, A., Kelly, B., & Chapman, K. (2013). Building the case for
independent monitoring of food advertising on Australian television. Public Health
Nutrition, 16(12), 2249-2254.
Lee, C., Hallak, R., & Sardeshmukh, S. R. (2016). Innovation, entrepreneurship, and restaurant
performance: A higher-order structural model. Tourism Management, 53, 215-228.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.

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Men, L. R. (2014). Strategic internal communication: Transformational leadership,
communication channels, and employee satisfaction. Management Communication
Quarterly, 28(2), 264-284.
Naeem, B., Bilal, M., & Naz, U. (2013). Integrated marketing communication: a review
paper. Interdisciplinary journal of contemporary research in business, 5(5), 124-133.
Rodrigue, M., Magnan, M., & Boulianne, E. (2013). Stakeholders’ influence on environmental
strategy and performance indicators: A managerial perspective. Management Accounting
Research, 24(4), 301-316.
Winter, S., Brückner, C., & Krämer, N. C. (2015). They came, they liked, they commented:
Social influence on Facebook news channels. Cyberpsychology, Behavior, and Social
Networking, 18(8), 431-436.

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Advertisements
Social media
Television
Radio
Sales promotion
Vouchers
Event sponsoring
Customer
awareness
10. Appendix
Pictorial presentation of the promotional campaign of Dosa Hut