Integrated Marketing Communications Assignment PDF
Added on 2021-05-31
6 Pages1640 Words89 Views
Running head: INTEGRATING MARKETTING COMMUNICATIONSINTEGRATING MARKETTING COMMUNICATIONSName of StudentName of university
INTEGRATING MARKETING COMMUNICATIONS1Executive summaryGiven the fact that the foodie consumers in Australia have been steadily increasing, the French restaurant chain Alain Ducasse intend to enter the market in Australia. The paper discusses the results ofa market survey to provide insights regarding the existing scenario of the dining industry in Greater Sydney. It was found that consumers in age group between 18 to 31 years, and women could be of particular interest as targets of the marketing strategy. Also it was seen that consumer in Australia activeover Instagram found restaurants in Paris appealing thus indicating possibility of strong response. It wasalso felt that given the amount of time consumers spend on social media, building brand attitude via interaction online could serve to further Alaine Ducasse’s agenda of expanding into the Australian market.
INTEGRATING MARKETING COMMUNICATIONS2Evaluation of the findings A growth in the dining market has been observed in Australia corresponding to a growth in the foodie consumers in the country, following which, Alain Ducasse having expressed interest in expanding itself into Australia, sought out insights into the market to help plan their campaign. Analytics is a powerful tool for providing just that. This paper utilises statistical tools to understand and interpret data collected regarding the condition of the Australian dining market and how it compares with that of the market back in Paris, where Alain Ducasse is already well established. It focusses in particular on the role of social media, specifically Instagram as an influencer of consumer response and outcomes of marketing communication, and how images and destinations may affect them over the platform. Additionally, the influence is gauged taking into account the different consumer segments, such as segments on the basis of age group (18- 31 years and greater than 31 years) , gender( Male and Female) and whether the consumer is a foodie or not. The data collected consisted of responses from 853 participants, 50% of whom were men and the rest were women. The age range of the group was set to be between 18 years and 61 years, however it was seen that most of them were in the age group 18 years to 23 years with average age all the respondents being 27 years (Pitt et al., 2018, Figure 2, p. 5). More than 70% of the respondents were in the age group 18 to 31 years (Pitt et al., 2018, Figure 3, p. 5). It was seen that the participants spent 3.6 hours on an average on social media each day and hence anticipating the influence of social media on the participants the opportunities of marketing through the platform Instagram was considered (Pitt et al., 2018, p. 6). Furthermore approximately 43% percent of the participants and based on that 38.2% to 48.1% of the total population of greater Sydney was estimated to be passionate about food which makesfor a considerable market for the dining industry (Pitt et al., 2018, Table 3, p. 8).26.4% of the participants in the sample were found to be have at least slight feelings of envy upon seeing another Instagrammer enjoy fine dining experiences .Again, based on the sample data 19.4% to 30% of the
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
(PDF) The Strategic Importance of Consumer Insightlg...
|7
|1586
|17
CBD Revitalisation Brief Information 2022lg...
|11
|3319
|14
Digital Marketing - Tourism in Northern Territorylg...
|24
|1074
|15
Social Media Issues: Sunshine 100lg...
|10
|1743
|31
Driving Digital Marketing Assignmentlg...
|20
|4322
|15