Integrated Marketing Communications (IMC) Report

Running head: INTEGRATED MARKETING COMMUNICATION
Integrated Marketing Communication
Student’s name:
Name of the university:
Author’s note:

1INTEGRATED MARKETING COMMUNICATION
Table of Comments
Introduction......................................................................................................................................2
1. Brief background of Royal Food and its product and its marketing objectives..........................3
2. Information on the target audience segment analysis of Royal Food..........................................3
3. Developing communication objectives of Royal Food...............................................................4
4. Choosing one of the alternative styles of creative advertising and justify communication
objectives ethical issues...................................................................................................................6
5. Developing a media plan.............................................................................................................7
6. Providing details of its evaluations............................................................................................12
Conclusion.....................................................................................................................................13
Reference List................................................................................................................................14

2INTEGRATED MARKETING COMMUNICATION
Introduction
This report highlights Integrated Marketing Communications (IMC) that ensures that all
forms of organisational messages and communications are linked together. Andrews & Shimp
(2017), supported the idea by saying IMC integrates all promotional tools so that organisation
can work in harmony. IMC comprises direct marketing, advertising, public relations, sales
promotions and personal selling. This study aims to make an IMC plan for a startup organisation
named Royal Food through the integration of multiple means of communication with target
markets in order to create a consistent and comprehensive message. I am the IMC manager of the
organisation and in the first part of the report, target audience and communication objectives of
the organisation will be stated. In the later part, IMC marketing plan will be given to the
organisation. In the last section, evaluation of marketing plan will be analysed.
1. Brief background of Royal Food and its product and its marketing objectives
Royal Food is a startup organisation that has opened its first store in Melbourne and
Brisbane. Royal Food first started its business in Melbourne at the end of 2016. Royal Food is
burger chain mainly; however, they are trying to make it a restaurant chain in Australia and also
in New Zealand. The founder of the organisation is Nathan Colby and he has a dream to make
Royal Food is Australia's best burger chain. Royal Food believes in taking the raw materials
from Aussie farmers to make fresh and premium burgers for the consumers. Royal Food offers
various types of burgers, sandwiches and beverages like milkshakes and soft drinks. Famous
classics dishes of Royal Food are chicken express, the big rich, el diablo and magic mushroom.
Moreover, the organisation has made its own website with the domain name. Soon, it starts to
deliver the food items from online booking.

3INTEGRATED MARKETING COMMUNICATION
The marketing objectives of the organisation are:
 To increase sales at least by 5% in next two years
 To open 5 new outlets in Australia in order to grow the market share
 To build brand awareness by opening social media network pages
 To enhance customer relationships and increase profitability by 5% by the end of 2018
2. Information on the target audience segment analysis of Royal Food
There are four types of market segments that can be targeted by an organisation. In the
geographic segment, the organisation can target the customers in location and wise. In
demographic segmentation, the organisation can target the customers by age, gender, occupation,
socio-economic group wise (Percy, 2014). In addition, the behavioural segmentation, the
organisation can target customers by loyalty status, readiness to purchase, the rate of usage and
benefits sought. Lastly, an organisation can target the customers by psychographic choices,
personality, lifestyles, attitudes and classes. In case of Royal Food, as it is a startup organisation,
it targets mainly demographic and behavioural segments. Through the integrated marketing
communication, Royal Food wants to target these both segments in order to increase the sale.
Demographic segment:
Royal Food chooses kids, aged between 5 to 10 years who lie to eat burgers and fast
foods. Royal food provides happy meal and it is a healthier choice for the kids.
Royal Food also targets families of upper-middle-class sections for weekend outings for
meals.