Integrated Marketing Communications Plan for Ochre Restaurant

Running head: IMC PLAN FOR OCHRE RESTAURANT 1
Integrated marketing communications plan for Ochre Restaurant
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IMC PLAN FOR OCHRE RESTAURANT 2
Integrated marketing communications plan for Ochre Restaurant
Executive Summary
In most organizational settings, maximizing profit margins and increasing market
share is an important strategy that can help a company to establish and retain a competitive
market advantage. Indeed, the Australian hospitality industry is increasingly becoming
competitive with numerous companies offering quality products and services. As such, there
is an inherent need for companies in the industry to ensure effective brand positioning and
increase awareness among the target audience.
Therefore, a strategic IMC plan will help companies in such competitive markets to
stay afloat. The subsequent Ochre’s IMC Plan seeks to establish certain behavioural models
among target consumers and facilitating the successful implementation of various marketing
objectives. The report has further provided a complete analysis of the market and
competitors. The suggested Hierarchy of Effects Model and various communication channels
can easily influence the company’s consumer bases. The IMC Plan highlighted in the report
will help Ochre to maintain their competitive edge in the Australian food and hospitality
industry.
Introduction
Ochre Restaurant is a high-end catering company that is located is the City of Cairns,
Australia (Ochre, 2017). The company is highly awarded given its quality and unique
products and services, and currently operates in most parts North Queensland (Cairns, Port
Douglas and Palm Cove). Apart from its exceptional cuisines, the restaurant also offers
modern conference facilities, host any corporate event, amazing wedding receptions among
other special events.

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The company is in need of a comprehensive design and implementation of an
Integrated Marketing Communication strategy to address its present related challenges. For
instance, the company is facing direct and increased competition from other well-established
restaurants in Cairns. These competitors have employed comprehensive marketing campaigns
that are increasingly attracting the attention of other consumers in market (Ochre, 2017).
Such competitive rivalries if not adequately mitigated is likely to influence Ochre’s targeted
consumer loyalty. This is because consumers in Cairns are being exposed to varied
information and messages on the related services in the market. Ochre must therefore embark
on an effective brand awareness campaign and a detailed IMC strategy. This will enable
Ochre to reach to its targeted consumer bases, influence and retain their loyalty (Ochre,
2017).
Consequently, this report has included an Integrated Marketing Communication
(IMC) Plan that will help Ochre to increase its brand awareness by 20% in the Australian
market. The IMC Plan will include various communication objectives, the company’s
segments and target markets, positioning and communication strategies, and the projected
budget among other important metrics.
Competitor Analysis
Ochre is currently facing direct competitions from other restaurants in Cairns. Some
of these restaurants include the Vivaldis Restaurant, Tamarind, Temple of Tastes and
Restaurant M Yogo. These restaurants offers relatively similar products and services, and are
currently engaged in numerous marketing campaigns to attract and retain Ochre’s co
consumers. Therefore,
Ochre Restaurant aim at mitigating these competitive threats by devising relevant
communication strategies that will converse its unique and diverse service and product
offerings to the targeted consumers. This will include increased marketing campaigns aimed

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at sensitizing the target markets of Ochre’s unique banqueting experiences and strengthening
its brand influence. Such initiatives are likely to increase consumption decisions and attract
more customers to the company.
Analysis of the target market
Ochre Restaurant generally appeals to an expanded target market that include
households (family dining) in the City of Cairns. Most of these families are looking for
exciting dining experiences and Ochre Restaurant promises the ultimate feeling of enjoyment.
Ochre also targets individuals with special dietary requirements with specially crafted native
ingredients.
Ochre further targets the youthful generations with its delightful and modern exciting
cuisines. Indeed, the company’s exquisite dishes are savouring further explaining why this
target group is relevant. The company also targets corporate events given that it has some of
the best catering services in North Queensland. The restaurant has a competent team of
planners, and therefore, corporate entities can be sure of unique and truly memorable
experiences. Lastly, Ochre targets wedding events with its quality wedding planning and
catering services.
Ochre Restaurant Brand Awareness
According to Kotler (2011), consumer brand awareness refers to the characteristic
ability of an individual consumer to recall and establish a particular brand. Research by Belch
& Belch (2004) further connects brand awareness to the company’s brand symbol, name and
logo among other important facets. Consequently, to shape a strong brand awareness
campaign, Ochre must ensure that its consumers can articulately comprehend its diverse
brands. Specifically, there must be a clear description of the products and services that are
being offered by Ochre to differentiate them from those offered by other market players.

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Ochre has a well-established business connection and adequate market experience in
Cairns. However, there is an inherent need for the company to increase its consumers through
brand awareness of its varied products and services. Therefore, to pass relevant information
to the targeted audience, Ochre must embark on a well-organized marketing campaign that
will be based on simple and general communications about the restaurant. Undoubtedly,
increased brand awareness will help Ochre to establish a strong brand equity and name in a
market that is increasingly becoming competitive. When the company’s products are repeated
frequently, the target consumers will be able to easily recall in their memories. Therefore,
according to Roberts et al. (2011), effective brand awareness campaign should utilize the
concept of buyers’ psychological processes of recognitions.
Specifically, brand awareness will help Ochre to elicit certain emotional attachment
towards its products. This will be attained through a comprehensive feedback program that
will be used to gauge the consumers’ level of partiality and awareness for Ochre’s products
and services (Luthra, 2015). The feedback program will also help Ochre to address various
issues or feelings that may arise from the customers’ varied responses. Such programs will
further help Ochre to continue with its communication as an appealing entity that resonate
well with its consumers (Morecroft, 2015).
Moreover, Ochre plans to market itself as a company that cares for the ultimate
satisfaction of its customers (Broderick & Pickton, 2001). This is a very important strategy
that will differentiate it from its close market competitors in Cairns and beyond. As such, in
its awareness campaigns, the restaurant will continue to communicate its distinctive dining
experiences and identify some of its exclusive selling points based on the perception of the
target consumers’ actions, insolences and personal inclinations.
Ochre’s consumer awareness will be attained through the use of the company’s
website and other social media sites such Twitter. These platforms will help the restaurant to

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establish consumer preferences and aggregate diverse suggestions on brand improvement and
supply. Correspondingly, through these social media sites, Ochre can effectively
communicate its commitment towards superior and quality provision of products and
services. Brand awareness will significantly influence the probability that Ochre dining
experiences will be considered by locals in Cairns and from other parts of Australia. Majorly,
the company relies on its exquisite services to increase its brand awareness. Therefore,
psychologically, Ochre Restaurant’s superb services and products generates strong awareness
among consumers who have an increased inclination to dine at the restaurant.
Ochre Restaurant marketing communication objectives
Ochre derives most of its marketing objectives from Hierarchy of Effects Model
stipulated in the figure below.
According to this model, consumers’ purchase decisions are mostly determined by
various cognitive, emotional and interactive phases. Such phases include the inherent need to

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increase brand awareness, information about product and services offered, taste, inclinations,
belief and ensuing consumption. Based on this model, Ochre’s primary marketing
communication objective is to increase its brand awareness and power in Cairns and other
parts of Australia (Madhavaram et al., 2005).
In general, some of Ochre’s long-term marketing communication objectives include:
To create a general brand awareness of Ochre Restaurant among the targeted
consumer base
To gauge the targeted consumers’ level of preferences and probability of purchase
To establish a strong relationship with the targeted consumers by offering them
splendid products and services
To escalate the overall company’s sales and maximize its profit margins
These marketing communication objectives will help Ochre to stay focussed on
attaining its overall organizational objectives. Similarly, these objectives provides Ochre with
a comprehensive yardstick for gauging the company’s perceived successes and failures
during the implementation of this integrated marketing communication plan.
Ochre Restaurant Brand Positioning
Ochre Restaurant aim at attaining brand loyalty among its target consumers. The
company will achieve this by convincingly communicating the perceived benefits of its
products and services. Ochre will also establish a brand personality that will capitalize on the
consumers’ behavioural profiles and resonance with the company’s products. According to
Kliatchko (2005) brand personality refers to diverse sets of consumers thoughtful and
associative features that relates to a specific brand name. These features can significantly
shape individual perceptions about Ochre’s products and services as they are based on the
alleged functional benefits and market performances of the brand name. Similarly, Morgan et
al. (2014) describes brand personality as benchmark upon which a company like Ochre can

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shape their consumers’ views and establish a theoretical concept about the products and
services.
Ochre’s message strategy aimed at strengthening its brand positioning will be that of
the company’s inherent ability to satisfy the varied needs of all its identified consumer
segments. According to Nazari (2016), an effective brand positioning should be able to
convince the targeted consumers that the company satisfy all of their normal, physical, social
and ego needs. Ochre will differentiate itself from its close market competitors through brand
positioning and awareness campaigns that will help in communicating the company’s unique
and amazing customer dining experiences. Such messages aim at portraying the company as
customer-centred with services and products that are exclusive are exclusively geared
towards attaining customers’ fulfilment (Chaudhuri and Holbrook, 2011).
Brand Personality
Ochre will base its brand positioning on the concept of brand personality given that
the company stresses majorly on sincerity, excitement, competence, sophistication and
ruggedness.
Figure 3: Dimensions of Brand Personality
Source: Kotler et al. (2009)

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Ochre will strive to make sure that its consumers can effectively relate to the exciting
and wholesome dining experiences to further increase its brand awareness and popularity
(Chaudhuri and Holbrook, 2011). Also, Ochre plan to make its targeted consumers to
perceive its brand name as sincere by making them feel satisfied with the company’s services
and products. This is aimed at increasing the probability of first time and repeat purchases
given that the consumers shall have positive personal perceptions and attitudes towards Ochre
brand. Therefore, Ochre must strive to enhance its relationship with the consumers and
ensure an emotional satisfaction that will ultimately influence purchase intentions. Such
emotional bonding with Ochre’s brands (illustrated in the figure below) is very instrumental
in ensuring the company’s market successes.
Presently, based on the brand personality framework and on other important analyses,
Ochre Restaurant would score highly on areas such as sincerity, competence, excitement and
ruggedness (Marin, Ruiz & Rubio, 2009). Notably, Ochre will still use celebrities in Cairns to
further help in strengthening its brand personality and credibility. Such marketing initiatives
will help Ochre to achieve emotional and symbolic resonance within its projected consumer
bases. Some of these notable celebrities that Ochre will use will include Australian models
and business personalities, athletes and media personalities among other important
personalities.
Ochre Restaurant Creative Strategy

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One of the creative strategies that Ochre will develop is an informational or rational
appeal that will be incorporated in its campaign messages. Such appeals will aim at
resonating with the consumers’ values and attitudes and will also shape their ultimate
purchase decisions. Rational appeal majorly aim at eliciting the consumers’ views, feelings
and behavioural reactions towards the company’s dining experiences. According to Marin,
Ruiz & Rubio (2009), this kind of creative strategy escalates product involvement and timbre
with the consumers’ value systems.
Another important creative strategy that Ochre will use is the transformational appeal
that will specifically aim at resonating with the consumers emotions. As such, Ochre will
ensure that its campaign messages incorporates various emotional dimensions about its
dining experiences. For example, Ochre will advertise its wedding planning services as
glamorous and amazingly cute as this will attract couples who would wish to make such
events to be as successful and memorable as possible. According to Lando (2014), his kind of
creative appeal mainly aim at satisfying ab individual consumer’s sense of identity and form
a formidable psychological connection with the company’s brands.
Ochre Restaurant Marketing Communication Channels
Ochre Restaurant will instigate an all-inclusive and a harmonised Integrated
Marketing Communication campaign to increase its competitive advantage in the Australian
food and hospitality industry. Ochre will implement the IMC plan through various
communication channels that will combine traditional and relatively modern passages (Syed
Alwi et al., 2016). The identified communication channels will help Ochre to effectively
communicate its brand positioning among other important brand awareness messages to its
target consumer bases. From the competitor and target market analysis, various strategies and

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11
communication channels have been identified and will be implemented as part of Ochre’s
IMC plan.
The identified marketing channels will be used to influence the purchase or
consumption decisions of the targeted consumers. These channels will help Ochre to create a
loyal customer base through the convincing messages that will be delivered through such
mediums. Therefore, the following are some of the communication channels that Ochre will
be using to push the company’s diverse product and service messages to the target consumer
bases. These communication channels will also augment Ochre’s brand awareness campaigns
and influence subsequent consumptions.
Essentially, the use of the subsequently stipulated communication channels will
enable Ochre to communicate its increase commitment and ability to provide superior value

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12
to its consumers. Some of the channels will also include options for contacting the company
back in case of any inquiry and providing possible feedbacks (Celuch, 2017).
Promotional events and experiences
Ochre will organize various promotional events in in the city of Cairns, Port Douglas
and Palm Cove. This will include sampling some of Ochre’s exquisite dishes in various parts
of North Queensland and allowing the public to taste and make important suggestions. Ochre
will also occasionally hold selected wedding events at subsidized costs to attract and retain
consumers’ attention and trust. Besides, the company will occasionally introduce coupons to
lucky customers who will be treated to beautiful dining experiences.
Ochre will also occasionally plan, organize and sponsor an eating extravaganza at
Palm Gove. Various promotional flyers will also be issued in the streets of Cairns especially
during rush-hours to ensure that the messages about the restaurant’s wonderful services
spread as far as possible. Ochre will also use various celebrities in Cairns such as Christine
Anu (actress) to increase its publicity. Notably, the company will direct a considerable
amount of investment towards these promotional events to rapidly increase the company’s
brand awareness in Cairns and other parts of North Queensland and Australia.
In addition, Ochre will introduce a customer loyalty program that will include issuing
cards to customers who have been loyal to the company. The loyalty program will enable
these customers to earn loyalty points that can be redeemed for special dining experience
every time they visit Ochre Restaurant. This aim at influencing the targeted consumers to
become loyal to Ochre so as to enjoy similar benefits.
Advertising
Ochre will use various print ads such as the weekly City of Cairns pulse magazines to
advertise its brands to the targeted consumers. The restaurant will also issue various

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promotional flyers and fridge stickers across North Queensland (Syed Alwi et al., 2016).
Such flyers will specifically display Ochre’s special offers and briefly explain the company’s
unique selling prepositions. Ochre will also advertise its amazing dining experiences through
popular health and lifestyle and family magazines in Australia. Ochre will also use billboards
located in strategic places such as next to train and bus stops in the city of Cairns. The
company will also market its products and services through local radio and TV stations to
reach to an expanded market base.
Using direct email and social media sites
Ochre will effectively utilize its online presence to amplify its brand awareness
campaigns. This will specifically be achieved through social media sites such as Facebook
and Twitter among others. Directly emailing the company’s products and service offerings to
the targeted consumers will also help Ochre to further augment its marketing campaigns.
Such emails will also include special links to the company’s various social media pages. The
use of Facebook and Twitter will help similarly Ochre to access youthful consumers who are
very familiar with such platforms.
Ochre smartphone application
Ochre will develop a distinctive smartphone application that will be used to
automatically send short text messages on the company’s various promotions to the
company’s present and targeted customers. This application will amplify Ochre’s efforts of
providing value to its consumers and ensuring timely communication of all its upcoming
special events (Syed Alwi et al., 2016). The application will help Ochre to increase
knowledge and awareness about its brands within the target customer bases.
Ochre Restaurant Website

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Ochre will use its official website to disseminate important product and service
information that will be crucial in facilitating its brand awareness campaigns. This will
include vital information on the company’s rich history of quality performances among other
essential communications. Ochre’s website will also include contact information and links to
the company’s various social media sites. According to Lando (2014), companies’ websites
are very crucial in communicating vital information about the company to the present and
prospective consumers.
Word of Mouth Marketing
Ochre Restaurant will encourage its existing customers to refer friends and close
family members by offering them discounted dining rewards. The company will also rely on
its present customers to be its brand ambassadors by encouraging them to spread the
information about Ochre’s products and services. Ochre will also encourage its present
customers to occasionally check the company’s social website for any new information and
refer friends and associates to such platforms.
Management of IMC Plan Budget at Ochre Restaurant
Undeniably, Ochre’s CEO and owner (Craig Squire) has invested huge amount of
money on advertisements. Therefore, there is an inherent need of effective budgeting plan
that take into consideration marketing objectives and transparency in expenditures. Ochre’s
finance and marketing managers (Carley) will often be required to clearly clarify to the CEO
how every cash allocated for advertisement is spent and possible deficits that may occur.
Ochre’s finance management department will be made up of a team of chartered accountants
who are well-versed with various relevant programs such as MS Excel spreadsheets and MS
Project. Such programs will enable the team to account for the allocated advertisement
expenditure and attain other stipulated organizational objectives. Effective expenditure will

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facilitate the marketing campaign and ultimately result into more customers at Ochre and
expanded profit margins.
Ochre marketing communications Partners
Ochre will partner with other important partners in communication to facilitate the
implementation of this IMC Plan. Effective implementation will significantly increase the
impact of Ochre’s marketing campaign messages directed to the targeted consumers. Ochre’s
owner will regularly assess and review how the contracted communication partners work to
ensure compliance with the company’s marketing objectives. Some of these partners will
include website designers to improve Ochre’s official website, PR and Events agencies to
facilitate relevant activities and competent accountants. Other partners will include graphic
and interior designers, celebrities and photographers who will be tasked with different
activities.
Evaluating the IMC Campaign
Ochre will conduct a comprehensive evaluation of the IMC Plan every three months
to establish the success of the implementation and effectiveness of the strategy towards
attaining maximum customer satisfaction and brand fidelity. The first evaluation procedure
will involve a careful scrutiny of Ochre’s internal sales records. This will be used to show
whether the IMC Plan had any significant influence on the firm’s sales figures and other
performance levels. Ochre will also assess its cost balance sheet to gauge whether the
company recorded any significant increase in profit margins.
Ochre’s owner will also need to justify the company’s advertisement budget. This will
be attained through comparing the stipulated marketing objectives against actual
performances. According to Fill (2005), such comparisons are necessary in justifying whether
the amount directed towards the implementation of the IMC Plan is reasonable.

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Ochre will also conduct a short manual survey on the number of new customers visiting the
premises. Subsequently, surveillance cameras that are installed at various strategic locations
in the company will be assessed to establish the real customer demographics against the
targeted number. Ochre will also determine whether the information on market penetration is
accurate through various data mining activities in the company’s website (Hair, 2007). Such
data mining activities will also establish whether the company is fulfilling various customers’
preferences. Lastly, a comprehensive audit of the identified marketing communication
channels will ascertain whether Ochre is meeting the specified objectives.
Conclusion
Undeniably, if effectively implemented, this IMC Plan can help Ochre to successfully
attain the postulated marketing objectives. Ochre, just like any other company seeks to
maximize its profit margins and attaining competitive market advantage. This IMC Plan is
based on customers’ preferences and satisfaction, and if implemented effectively can
maximize the desired impact.
The IMC Plan further aim at helping Ochre to reach its target audience with their
anticipated product and service messages in a well-choreographed intention to establish
customer loyalty. The company will achieve most of its marketing objectives by maximizing
on the Hierarchy of Effects Model to capture the mental attention and awareness. Ochre will
also strive to satisfy the varied quality wants of their clients to capture and retain their
loyalty. In essence, the provision of superior quality value and maintaining brand loyalty is a
competitive edge that Ochre intends to maintain.

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