Integrated Marketing Communications for Ziffano's Restaurant and Bar

INTEGRATED MARKETING COMMUNICATIONS

Executive Summary
Marketing communication refers to approaches mediated by companies to communicate
service and product information. This report focuses on the marketing communication of
Zifanno's. It is a restaurant cum bar in Melbourne. The restaurant segments its customer
niche, as per age, socioeconomic status and frequency of dining out. Hence, it targets both
high end customers and people who are looking for affordable but quality service provisions.
The restaurant is recommended to promote over Internet, using social and digital media
platforms. This will increase brand awareness of the company among young adults, thereby
enhancing the customer niche. The main objective of the marketing communication plan of
Ziggano’s is to be able to develop a transformational digital groundswell for the restaurant.
This will help the organisation to increase its customers from diverse group of users and
enhance revenue generation. Overall, it can be concluded that appropriate market analysis
and innovation can help to understand the customer needs of this restaurant and provide them
with appropriate services.

Table of Contents
1. Introduction 4
2. Client overview 4
3. The target market 4
4. Marcom objectives 5
5. The Marcom budget 6
6. The Marcom strategy 6
7. Marketing communication mix and channels 7
8. Marcom message 8
9. Action plan 9
10. Summary and Conclusion 9
11. Recommendations 10
12. Reference List 11

1. Introduction
Marketing Communication is the strategies used by the organisations to communicate
information about services and products. This can be done both directly and indirectly to the
users in order to influence purchasing decisions of customers. The reader will learn the usage
of various marketing communication channels and strategies to enumerate an appropriate
budget for a small and medium enterprise (SME). The report will cover a brief organisational
background to identify its target market and objectives. These objectives will give rise to the
formation of an appropriate budget and marketing communication. The aim of this report is
to elaborate the marketing communication plan for Ziffano's Restaurant and Bar.
2. Client overview
Ziffano's Restaurant and Bar is a Melbourne based small restaurant. They are a local eatery
operating from Bundoora and are supported by 20 employees. The restaurant specialises in
seafood, which is a major attraction for the existing customers. In addition to seafood, the
restaurant also focuses on Italian cuisine, risotto being a commonly ordered dish. The menu is
motivated from local favourites as well, that draws its flavours from Tasmanian beef and
fresh organic vegetables.
3. The target market
Ziffano's has opened its outlet in a suburban area of Melbourne. This area attracts higher
middle class population and caters to the exclusivity of their preferences. The target market
for Ziffano's is 18 to 55 years of age group. It segments its target population by their age,
income, social groups and psychological alignment. The restaurant also targets families and
young adults who look for diners that provide exquisite meals in affordable price range.
3.1 Segmentation: As commented by Kellaris and Machleit (2016), segmenting refers to
brainstorming activities that enables companies to list potential segments of the market that
can be targeted in a campaign. In this case, Ziffano's retain a set of three different target
markets, segmented by age group, socioeconomic status and frequency. This is because,
while some customers want high-end service, others may opt for affordable and quality food
products.