Marketing Mix and Social Media Strategies

This assignment examines the relationship between service quality, brand equity, and customer loyalty within the context of retail chain stores in Taiwan. It specifically investigates the moderating effect of brand equity and the mediating effect of marketing mix strategy on this relationship. Additionally, the assignment analyzes the role of social media in contemporary marketing strategies, considering its influence on consumer engagement and brand building.

Running head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
Name of the Student
Name of the University
Author Note

1INTEGRATED MARKETING COMMUNICATIONS
Executive Summary
The following report includes a marketing plan of the organization Red Rooster. In order to
expand in the existing marketing, Red Rooster is determined to implement some changes in the
operation. In order to meet the growing demands of the market and earn revenue, the firm needs
to create a strong influence in the market. Therefore, the organization is supposed to launch a
new product called “Toasted Pocket Full Chicken” to the market and open up a new branch in
Adelaide Australia. To implement the marketing plan, appropriate marketing objectives have
been developed that include both short-term and long-term objectives. Based on the objectives,
the target market has been proposed in the plan. While selecting the target market, demographic,
psychographic and behavioral characteristics of the customers have been considered. The
implementation of the marketing requires 12 months. A proper timeline chart has been provided
which determines the estimated time required for implementing each action of the marketing
plan.

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Table of Content
1. Introduction..................................................................................................................................4
2. Communication Objectives.........................................................................................................5
4. Creative Idea..............................................................................................................................11
5. Positioning Strategy -................................................................................................................12
6. Communication Strategy and Media Mix..................................................................................13
7. Budget........................................................................................................................................15
8. Timeline.....................................................................................................................................16
9. Evaluation Metrics.....................................................................................................................18
10. Conclusion...............................................................................................................................18
References and Bibliography.........................................................................................................20

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1. Introduction
The following report provides an integrated marketing communication plan for the
organization Red Rooster, Australia. Red Rooster located in Balcutta, Western Australia is a fast
food restaurant but it has many branches throughout Australia. The restaurant is famous for
selling high quality of fast food items. It is a medium size organization with increasing market
share. However, firm’s position in the market is not strengthened or capability is not up to the
mark due to the presence of some large competitors. It is necessary for any organization to apply
new strategies and apply changes to the operation when the organization is running out of the
expected profits. Therefore, the organization Red Rooster is determined to make some changes
in its operation, which can be done by implementing a marketing plan. The marketing plan
includes the plan the strategy of launching a new product and opening up a new branch to a new
location. The product that is considered to be launched in the market is Toasted Pocket Full and
the new market selected for the establishment of new branch is Gulf St. Vincent, Adelaide,
Australia.
The implementation of the marketing plan could take 6 months to finish up, as the
implementation of the plan requires an external market analysis. The market research is provided
in the present report. The marketing communication plan presented in the report includes a set of
communication objectives that have been aligned with the organizational strategic objectives.
The marketing objectives have been developed as it helps to implement each action related to the
proposed marketing communication plan. Moreover, communication objectives help to identify
whether there are any activities left to implement. Likewise, for implementing the marketing
plan a particular target market has been selected based on the population size and market

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demands. Hence, marketing segmentation model has been applied which certainly helps to learn
the background of the target customers such as their income, lifestyle, preference and other
related attributes. The report also includes creative messages that justify the relevancy and
importance of the marketing plan. Thereafter, the report goes forward with the position
strategies, which determines how the product will be positioned in the market considering the
possible challenges. The report also includes a communication and media mix strategy that helps
to implement the plan effectively. This strategy particularly helps to reach the audiences in the
remote areas and this can be done with the help of social media tools. Eventually, an estimated
budget has been provided which considers the cost of all activities associated with this integrated
marketing communication plan.
2. Communication Objectives
Without proper goals, the marketing plan remains difficult to implement. Thus, while
developing and designing the activities and plan, it is essential to develop objectives; keeping the
objectives into the consideration, each related activity can be implemented properly. Thereby, to
make the marketing plans successful, the following objectives have been developed.
 To increase the market share for the existing products
SMART Objectives
S- specific The first objective is specific, the organization
needs to maximize the market share for its existing.
While launching a new product, the existing
products should not be avoided. Thus, the first
particular need is the focus on the market share.

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M-Measurable This objective is measureable because the market
share cab be measured comparing the existing
market growth with new progress.
A-Attainable This objective is attainable as the activities related
to this objective can be achieved- such as
maintaining the quality of existing product always.
R-Realistic This objective is realistic as to meet the needs of
the customers, customers feedbacks can be
collected, which helps to maintain the quality of
existing products.
T-Time Bound The implementation of this objective could take 6
months
Table 1: SMART Objectives
 To develop a communication plan to make the customers aware of the new product
SMART Objectives
S- Specific This objective is specific because the firm only
needs to focus on the communication strategy to
reach the customers.
M-Measurable The outcome of this objective can be measured as
the progress of existing communication strategy
and the new strategy can be measured.
A-Attainable This objective is attainable because technology can
be applied to implement the initiatives
R-Realistic This objective is realistic because here the activities

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related to the communication are visible due to the
use o f technology- Social media tools
T-Time The implementation of this objective could take 6
months.
Table 2: SMART Objectives
 To increase the profit margin by expanding the operation
SMART Objectives
S-SMART This objective is specific as because organization
always needs to pay attention to the profit margin
M-Measurable This objective is measurable because the profit
margin can be measured comparing the existing
range of profits with the range observed after the
expansion.
A-Attainable This objective is attainable because the firm could
maximize the profit margin focusing on the sales
and to increase the sales, the operation capacity
should be expanded.
R-Realistic This objective is realistic as the expansion of
operation is a possible initiative that organization is
required to apply.
T-Time Bound The implementation of this objective might take 8
to 12 months.
Table 3- SMART Objectives
Short-term objectives

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 To implement social media tools in the implementation of communication strategy
 To develop a marketing campaign for the launch of new product
3. Segmentation and Target market
In order to implement the proposed marketing plan, it is necessary for Red Rooster to
pay attention to the market where the plan best fit. The target market of Red Rooster is selected
based on the psychographic, demographic, geographic and behavioral attributes. Dividing a
market into distinct categories of buyers who have different needs, preference or the behaviors
who might need a separate product or marketing program is a significant strategy (Armstrong et
al., 2015). Red Rooster only needs to focus on the following segments.
Demographic Segmentation- As put forward by Schultz (2014), demographic
segmentation consists of dividing the market into certain groups on the basis of the variables
such as age, gender, family, profession, education, religion, ethnicity and income. The marketers
often expect that demographic segmentation variables remain as the most popular base for
placing the customer groups. Red Rooster should give its concern in age, life cycle stage,
income and social class. Age is a very significant concern as customer needs and demands often
change with their age. There is no any particular age limit focus by Red Rooster but the target
and attention is on each individual in the society. Red Rooster should particularly focus on the
young people such as the school and college goers who often go out with friends and prefer to
spend time in restaurants. When it comes to life cycle stage, Red Rooster could provide the new
chicken items as young people often love the new items out of their curiosity. Another
significant basis for the segmentation is income. As out forward by Shaw (2012), a person’s
earning level embedded with the accumulated wealth remains as the determinant of the

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customers’ intention to buy a product. It is often said by the business scholars that income is the
major decisive factor that could influence customers’ buying power. In Red Rooster, income is a
significant factor and this factor determines which particular class needs to targeted. In the initial
stage of firm’s operation, it has focused on upper class but in the proposed plan, the focus should
be on upper class, middle class and economy products to attract the lower to middle class people.
Likewise, when it comes to social class, the major focus should be on the upper and middle class
people as Australia is economically developed.
Psychographic Segmentation-As mentioned by Yu-Jia (2012) the psychographic
segmentation divides a market into different groups on the basis of the social class, personality
characteristics as well as the lifestyle. Red Rooster should categorize the market based on the
psychographic variables such as life style and personality. For example, they could particularly
focus on the urban families of Adelaide where people prefer to have snacks, chicken items on a
regular basis on their preferred restaurants. In addition to this, having lunch at a fancy restaurant
certainly increases the standard of the lifestyle.
Geographic Segmentation- Always, the market should be segmented in accordance to
the geographic criteria such as nations, states, regions, nations, cities and neighborhoods (Helm,
& Gritsch, 2014). Red Rooster should focus on the large cities that have population more than
1.2 million. This is because the organization needs to increase the market share, which can be
possible, by increasing the customer base. The selected city for the marketing plan is Gulf St.
Vincent, Adelaide as this city has more than a million of population and people maintain the
standard in their life style. In addition to this, people from other cities and nations tend to visit
Adelaide due to the attractive tourist spot. The major key spots for the marketing plan is the

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tourist spot, newly developed residential areas near Gulf St. Vincent and the downtown of the
city, which is usually crowed.
Behavioral segmentation
According to Hollensen (2015) in the behavioral segmentation, the customers are
categorized into groups to their knowledge, attitude towards the product or service. It is entirely
based on the behavioral characteristics of the customers. Here, the first form of behavioral
segmentation often become selling the product in different occasion. Australia is advanced and
developed in the category of sports and in every month, sport events take place in all large cities
of the country. Red Rooster could offer match Red Rooster chicken popcorn and during the
Christmas, it could offer special discounts with the products. Hence, Red Rooster could gain the
benefits by developing the products considering the social class and recent market trends. When
it comes to the status of loyalty, the first initiative of the firm is to acquire the new customers as
well as second is to retain the existing customers. According to Singh (2012), the more loyal the
customers become, the more customer base could increase and this is one the significant kind of
behavior, which businesses should target. In the context of Red Rooster, the firm could gain a
certain advantage as being a medium size firm they are popular across the country.
Target market-
As put forward by Castronovo and Huang (2012) market targeting remains as the process
of evaluating each market segment’s attractiveness and then choosing one or more segment to
get in. After an organization has defined the market segment, it could enter one particular or
many of these segments. Hence, Ashley and Tuten (2015) also mentioned that an organization
should target the market segment in which it could profitably generate the largest customer value

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as well as sustain over the certain period of time. In the case of Red Rooster, the target market
for implementing the integrated communication plan and expanding the market is Gulf St.
Vincent, Adelaide, which is certain a potential and attractive market because this proposed
market has increasing demands of fast food items due to the frequent visits of tourists and the
classy life style of the residents. In addition to this, Adelaide is often surrounded by the frequent
sports events, which increase the opportunities for selling more products. Red Rooster could
observe a significant growth on the return on investment. In this context, Berthon et al., (2012)
mentioned that the organizations with the limited resources could decide to serve one or more
particular segments. As Red Rooster is a medium size firm, it is wise for them to serve segment
for its proposed marketing plan.
4. Creative Idea
It is certain that business works based on the creative ideas. The creativity can be
applied to all segments of operation (Armstrong et al., 2015). To develop creative message
behind the integrated marketing communication strategy, the organization Red Rooster could
focus on the sport theme. As discussed above, a number of sports events are organized in every
month in Adelaide, Red Rooster should develop an outlet theme related to that particular sport
that takes place at that time only. For example, a cricket match is organized in Adelaide stadium;
the people from different nations could come to see the match. In such context, the in shop theme
should be related to that cricket event. Likewise, other themes should be developed considering
the occasional events. This helps to gain the attention of the customers and during the event, the
customers pay visit to the outlet to explore theme. Additional profits come on the basis of the
occasion that is held.

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5. Positioning Strategy -
As put forward by Christopher, Payne and Ballantyne (2013), positioning is
arranging for a particular product or service to occupy a clear, distinctive as well as desirable
place relative to compete the products in the mind of the target customers. Once an organization
is determined about the market where it is supposed to enter, it should decide how it could
differentiate its market providing for each targeted segment and the positions the organization
wants to occupy in those particular segments. As put forward by Gordon (2012) a particular
position is considered as the place that product acquires in consumers’ mind. Here, the Red
Rooster should promote a high quality position to meet people’s standard. The organization
should produce high quality products, charge high price as well as distribute through a high class
dealers. To position the new product, the organization could take advantages of the social media
tools such as Facebook, Twitter and YouTube. These social media platforms are large and
millions of people are socially connected. In addition to this, Red Rooster could also
communicate through physical size as well as that people use to judge the quality. In addition,
for Red Rooster management, the image that buyers carry in their mind is the most significant
factor. Thus, the organization Red Rooster should focus on the product quality, which should
standardizes the entire market except little differences as due to the local requirements.
It is also observed that people which are the customers of Red Rooster and physical
evidence, the environment the customer observe in Red Rooster are the focus that develops Red
Rooster’ image in the mind of the consumers. Therefore, it is necessary for the organization to
bring a positive image; thereby, each time the customers visit Red Rooster, could observe a new
difference. However, as Australia is technologically developed, the firm should leverage the
technologies such as the social media platforms. It could create community page on the social

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networking site where they could post the updates of its newly arrived product and services. It
could create a video containing the product features, which should be developed based on the
cultural theme- such as the culture and ritual of the market.
6. Communication Strategy and Media Mix
6.1 Advertising
Overview of the factor
Coming with the advertising message that is hard to ignore
To grab the attention of the target market, Red Rooster should develop an advertising
message to reach the customers and influence them to buy the products. For the proposed
product, Red Rooster should develop the message- “Toasted Pocket Full Chicken, chicken that
follows wherever you go!”. This advertising message signifies that newly developed items of
Red Rooster is easy to carry, the buyers can have this item anywhere. Thus, in advertising, this
significant should be considered, so that, the customers could understand the differences in the
new products.
Use of visual media of advertising for a larger impact
As put forward by a picture worth a thousand words; if Red Rooster wants the advertising
campaign to have a larger as well as lasting impact, the firm could use the visual media. It is
anticipated that an advertising message cannot be nailed without a proper use of the visual
media. Visual advertising helps the customers to enhance a specific perception regarding a
product or service. It is also certain that a writing advertising message might get ignored if the
customers are not shown what the brand is marketing. Thus, to convey the advertising message,

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Red Rooster could follow both traditional media such as Television, News Paper and Magazine
and in digital media, it could follow the social media tools such as Facebook, Twitter, and
YouTube.
Media Mix
Advertising always follows the practice of any form of non-personal presentation as
well as the promotion of ideas, products by the identified sponsor (Shaw, 2012). Red Rooster
should introduce the new product to the customers using several forms of advertising including
both digital and traditional media channels. For example, Red Rooster could publish the feature
of the products on newspaper on a weekly basis. In such context, Red Rooster could focus on the
highest sold out news paper- The Economic Times. On each Sunday, Red Rooster could publish
the updates of the products. Sunday is an international Day-Off, when the customers could ample
time to go through the newspaper. By doing this, they could inform the customers about the
products, deals and offers in an intensive way. In addition to this, in traditional media, Red
Rooster could publish the products and other details in terms of the services on Travel
Magazine Australia. Travel Magazine is the one of the popular magazines in Australia; thereby,
publishing advertisement on such popular magazine certainly increases the opportunity of
gaining customer attention.
Public Relation-
Customer feedback- The customer feedbacks is one of the significant concerns that
organization needs to consider. The development and evaluation of product and service depends
on the feedback of the customers. When the firm has the feedbacks of the customers, it could

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further modify the products in accordance to the requirement mentioned by the customers. This
helps to build an effective relationship with the customers.
Crisis communication-As put forward by Rice & Atkin (2012), Public Relation
practitioner become largely involved in crisis communication whenever there is a significant or
natural disaster affecting the organization as well as its community. In addition, other types of
crisis involve bankruptcy, product failures as well as management wrongdoing. In such context,
the organization needs to develop the communication such as helping the potential victims or
responding to the damage by other ways.
Word of mouth- Word of mouth is a significant practice for developing an effective
public relation. The organization could create a strong influence in the mind of the customers by
developing a strong relationship with them. In word of mouth practice, one satisfied customer
could bring two more customers and in such way, en effective relationship is developed with the
customers (Kunczik, 2016).
Red Rooster tends to develop a good and convenient relation with organization’s large
relation by acquiring favorable publicity. The organization needs to develop a good corporate
image to head off the unfavorable rumors, stores and events. For the proposed marketing plan,
Public Relation Tools include News, Speeches and Internet. Internet is a broad medium where
the firm could connect with the customers on a regular basis. In the official site of Red Rooster,
the firm could respond to the queries of the customers. However, in such context, the
organizations need to be active.
7. Budget
(Referred to Excel Sheet)

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8. Timeline
Action/Tool Objective Target Timing Responsibilit
y
Detail /
Integration
Progress
Conduct a
market
analysis
To
increase
the
market
share
To acquire
70% of the
market in first
9 month of
implementation
of marketing
plan
3
months
Hence, the
sales managers
and the
production
manager and
market
executives
should
conduct the
initiatives
The firm
has to
collect the
data
regarding
the market
needs,
trends,
demands,
competitors
The
progress
should be
measured
comparing
the
performance
of previous
months or
period

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Develop a
new product
To meet
the
customer
demands
and
maximize
the
customer
base
The target is on
the upper class,
middle class
people of the
market
3
Months
The market
executives and
the production
manager
should report
the market
needs to
customers
Based on
the
customer
demands,
respective
products
should be
developed
In each
month of
the period,
the progress
should be
measured.
Organizing
the
promotional
activities
To reach
the wide
audiences
To target the
customers of
Adelaide
through
traditional and
digital media
4
Months
Marketing
department of
the firm
should select
the required
media
channels to
implement the
action
The content
and
features of
the
products
should be
published
on the
newspaper,
magazine
and digital
media
channels
The
progress
should be
measured
with the
performance
of previous
months

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The launch
of a new
product
To create
a strong
image in
the mind
of the
customers
and
influence
them to
buy the
product
The people of
all social
classes of the
target market
9
Months
The marketing
team should
arrange for an
event to
launch the
product
The
product
should be
launched
on a special
occasion
Table 4: Timeline for implementing the activities
9. Evaluation Metrics
The evaluation metrics depend on the successful or failure of the implementation
plan. For the proposed marketing plan, the performance for evaluation should be measured with
the performance of last quarter. This means once the product is launched, the performance after
launching the new product will be measured with the performance of existing products in the last
quarter. In the initial stage, Red Rooster might not observe an expect return or it might not
observe an expected crowd to the outlet. However, after 3 months of launch, the scenario might
change. Nonetheless, while evaluating the performance newly implemented integrated marketing
communication, the firm needs to collect the feedbacks from the customers regarding the
acceptance of the products. This means if the customers have any issue regarding the product or

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service, they could raise the query and based on customers’ response, further modification can be
implemented.
10. Conclusion
The report includes a broad marketing plan of the organization Red Rooster. In the
beginning of the report, appropriate strategic objectives have been developed that will help to
guide and implement the plan. Based on the demand of products and market trends, appropriate
market has been selected for the company. Market segmentation and target has been done
considering the potential factors of the target market such as income, age, ethnicity and other
related attributes. Appropriate media channels that will be used for promoting the product has
been presented in the report. Eventually, a budget and timeline has been provided, which
determines the cost and time required for each activity.

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chain stores in Taiwan. International Journal of Organizational Innovation (Online), 5(1), 155.
Singh, M. (2012). Marketing mix of 4P’s for competitive advantage. Journal of Business and
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Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
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