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.