Marketing Communications Plan: Doc
Added on 2021-01-01
10 Pages2703 Words279 Views
Professional DevelopmentMarketing
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MARKETINGCOMMUNICATION
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Table of ContentsPart 1: Preparation of a Marketing Communications Plan..............................................................11.0 Executive Summary...................................................................................................................12.0 Situational Analysis...................................................................................................................13.0 Target Consumer........................................................................................................................23.1 Consumer..........................................................................................................................24.0 Objectives..................................................................................................................................34.1 Marketing objectives........................................................................................................34.2 Communication objectives...............................................................................................35.0 Positioning or Brand Strategy....................................................................................................36.0 Creative Strategy........................................................................................................................46.1. Objectives........................................................................................................................46.2. Strategy............................................................................................................................46.3. Executions.......................................................................................................................47.0 Marketing Communication Strategies.......................................................................................47.1 Consumer...................................................................................................................................47.1.1. Advertising Strategy.....................................................................................................47.1.2 Sales promotion strategy...............................................................................................57.1.3 Public relations strategy................................................................................................57.1.4 Direct marketing strategy..............................................................................................57.1.5 Digital strategy..............................................................................................................57.1.6 Other strategies..............................................................................................................58.0 Action/Media Plan.....................................................................................................................68.1 Media selection.................................................................................................................68.2 Reach, Frequency.............................................................................................................68.3 Human Resources.............................................................................................................68.4 Timing..............................................................................................................................68.5 Budget...............................................................................................................................6Part 2: Production of a Creative Marketing Communication Piece.................................................7REFERENCES................................................................................................................................8
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Part 1: Preparation of a Marketing Communications Plan1.0 Executive SummaryThis report is based upon marketing communication plan created for Aria SydneyRestaurant situated within Australia. This is one of the finest restaurants of the nation andreceived great feedback from customers owing to its exceptional quality food and beautifuleating experience that is provided within the organisational premises. The company faces threatfrom rival firms but deal with it by way of its unique and tasty offerings to customers.2.0 Situational Analysis2.1 Company analysisAria Sydney is one of the finest serving restaurants that offer remarkable range ofservices, atmosphere, staff experience and food (Smith and Zook, 2012). It is Australianvegetarian friendly that offer special diets that include, vegan options, vegetarian friendly, glutenfree options. Restaurant is mainly located in 1 Macquarie St East Circular Quay, Sydney, NewSouth Wales. This restaurant formatively brings vision of Bruce Solomon and Matt Moran.Restaurant offer best seasonal and world class produce of wine range. 2.2 Competitor analysisMajor competitor of Aria Sydney are found to be Sixpenny, Quay restaurant, Sepiarestaurant and many more which pose threat to the sustainability as well as market position ofentity. Competitor analysis acts as a strategic research which is specialised in formativereviewing and collection of information against competitor firm (Yeshin, 2012). This tacticsproves to be one of the most beneficial processes and a tool with the help of which Ariarestaurant Sydney can effectively find what their competitors are doing and threat that mayhamper smooth functioning of restaurant. 2.3 Consumer analysisWith the help of proper and accurate analysis, Aria restaurant Sydney can effectively ableto find out consumer along with actual need of customers. In addition with this consumer marketresearch restaurant can able to identify target market and relevant demographics in order toutilize information in different types of market segments (Strauss, Frost and Sinha, 2014).Restaurant mainly attracts 20-45 years age group range of individuals. 2.4 Market and product analysis1
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