Integrated Marketing Communication

Integrated Marketing
Communication

Table of Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
Context Analysis..............................................................................................................................3
Macro Environmental Analysis...................................................................................................4
Micro Environmental Analysis....................................................................................................5
Marketing and Communication Objectives.....................................................................................7
Marketing Communications Strategy..............................................................................................7
Coordinated Communication Mix (Tools, media and content).......................................................8
Marketing Communication Tools................................................................................................8
Marketing Communication Content..........................................................................................10
Marketing Communication Media.............................................................................................10
Resources (Human and Financial) along with Scheduling according to objectives......................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Integrated marketing communication can be referred to as the concept whereby an
organisation accumulates and sets a link between its channels of communication in order to
deliver a clear as well as strong message to the audience at large (Amankwah-Amoah, Boso and
Debrah, 2018). This process makes use of a number of innovative techniques and ways through
which target audience can be effectively reached and the message of the entity can be delivered
to them to persuade them to make a purchase of the offerings rendered by organisation in market
place.
The below mentioned project is based on Harvey Nichols Birmingham Brasserie and Bar
which is a renowned and award winning restaurant offering premium food as well as wines with
excellent offers. This entity is based in Birmingham, United Kingdom. The following project
consists of context analysis whereby SWOT and PESTLE analysis of the organisation is
presented. Further, it consists of short and long term marketing and communication objectives.
Other than this, it contains marketing communications strategy along with coordinated
communication mix which is composed of media, channels and tools. Lastly, it contains
resources, scheduling, implementation, evaluation and control.
Main Body
Harvey Nichols Birmingham Brasserie and Bar is making an integrated marketing
communication plan. This plan consists of certain elements which are briefly explained as
follows:-
Context Analysis
Integrated marketing communication can be seen as a process whereby all kinds of marketing
approaches, tools, techniques and resources are integrated by a brand that magnifies the
influence placed by an organisation upon the mindsets of customers. In light of marketing
communication plan, it is important for a company to take into account the context in which a
business functions. This implies the surroundings or in other words the environment within the
confines of which an organisation runs its operations (Armstrong and et. al., 2015). This provides
assistance to a corporation in taking into account the opportunities as well as threats that the
internal as well as external environment holds for the company. As a result of this, the entity can
take measures through which opportunities can be effectively leveraged in light of marketing

communication while the threats can be timely overcome so as to reduce the damage caused to
the business operations of the company. With respect to this, it has been analysed that Harvey
Nichols Birmingham Brasserie and Bar is a fine dining restaurant which is devising an integrated
marketing communication plan. For this purpose, the management of the entity realises the
significance of taking into due consideration the macro and micro environment. This is being
researched in order to select, create and implement strategies in accordance with both, while
keeping into consideration the resources as well as capability of the corporation.
Macro Environmental Analysis
It is essential for a company to constantly screen its external environment in order to
identify the opportunities and threats associated with it (Anwar, 2019). Looking upon the same,
the management of Harvey Nichols Birmingham Brasserie and Bar is making use of an external
analysis framework named PESLTE. This will acquaint the organisation with the macro
environmental situations so that it can select the marketing communications tools and strategies
accordingly.
PESTLE
This is a widely used strategic management model for screening the external
environment. Thus, the PESTLE analysis of Harvey Nichols Birmingham Brasserie and Bar is
presented as follows:-
Variable Construct
Political The politically stable and strong state of UK support the growth and
development of restaurant bars such as Harvey Nichols Birmingham
Brasserie and Bar.
Economical The developed conditions of the country support the growth and
development of Harvey Nichols Birmingham Brasserie and Bar. It
provides the company with infrastructural facilities to build up an
appealing premise wherein customers can be persuaded to visit and
consume the offerings of the organisation.
Social The online ordering trend is on splurge nowadays. Thus, the entity can
concentrate upon this feature after launching it in their marketing
communications channels and media. Further, the binge drinking culture