HI5004 Marketing Management: Marketing Plan for Hog's Breath Cafe

This report provides a comprehensive marketing plan for Hog's Breath Cafe, a well-known Australian food and beverage chain. The report begins with an introduction to the company, highlighting its focus on appealing to customer preferences for steak dishes. It then details an Integrated Marketing Communication (IMC) matrix, outlining strategies for both two-way and one-way communication with customers, including the use of customer support teams, events, and SEO optimization. The report further analyzes media communication, discussing the use of both traditional media, such as newspapers and television advertisements, and digital media, including social media platforms and the company website. The analysis emphasizes the importance of adapting to the preferences of tech-savvy customers. The conclusion stresses the need for a robust communication plan and continuous research and development to maintain customer loyalty and competitiveness in the market. The report references several academic sources to support its analysis.

Running Head: MARKETING PLAN
MARKETING PLAN
Name of the Student:
Name of University:
Author Note:

MARKETING PLAN 1
Table of Contents
Task 3...............................................................................................................................................2
Introduction......................................................................................................................................2
Integrated Marketing Communication matrix.............................................................................2
Media communication.................................................................................................................5
Conclusion.......................................................................................................................................6
Reference.........................................................................................................................................7

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Task 3
Introduction
Hog’s breath Café, Australia is one of the well known companies in the Food and
Beverage Chains in Australia. As per the opinion of Stephen (2016), majority of the Australian
customers are in inclined towards the consumption of chicken and pork steaks. As a result of this
the company is trying to appeal to the taste and the preference of the customers by providing
them with the best quality steaks with customized sauce and other sides like onion rings and
others (hogsbreath.com.au. 2019). They appoint the best grilling experts and the chefs who will
be able to provide the tasty, fresh and also nutritious food at the same time. In order to teach
closer to the customers and develop a customer loyalty it is useful to provide the products as per
their choice.
Integrated Marketing Communication matrix
Individual Segmented
customisation
Mass market
Between
The organization
would take the
initiative of
establishing
effective
communication with
With
Developing
collaboration with
different media
partners and event
organizers with the
objective of improving
2 way
communication

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the customers
through their
customer support
teams
their scope of drawing
the attention of the
customers while taking
queries from the same
For
Development of SEO
(Search Engine
Optimization) related
operations with the
objective of
empowering their
website in the search
engines for creating a
good impression of the
organization in the
minds of the
customers
To
The organization
would take the
initiative of utilizing
traditional
promotional vehicles
as hoardings,
television
advertisements and
the like with the
objective of inducing
proposition based
knowledge to the
customers
1 way
communication
The integrated marketing mix of the organization reflects the different marketing vehicles
that might be considered by the concerned venture, Hog’s Breath Café, in Australia. Efficient
planning on the marketing communication would permit the venture in empowering the sales
volume while adhering to the different customer needs. Bruhn and Schnebelen (2017) stated that

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the marketing communication mix of an organization enables a venture in improving the
performance of the business through transmission of credible information to the customers while
gathering feedbacks from the same. The effective communication planning of the organization
would enable the organization in developing knowledge base on the changing tastes and
inclinations of the customers while gaining their consent on the different modifications in the
menu list.
From the integrated marketing communication matrix it might be noted that the
concerned organization might develop 2 way communication and 1 way communication through
the utilization of different media vehicles. The concerned organization will be taking initiative to
develop customer support teams with the purpose of facilitating two way communication
between the company and the individual customers. The facilitation of two way communication
through the customer support teams allow a hospitality based organization in identifying the
individual concerns that might be faced by the customers for further improvement in the
customizable menus (Valos et al. 2016). On the other hand, the organization would conduct
events and fest for drawing the attention of the target audience while gathering feedbacks from
the same on their deliverables. The two way communication with the customers would allow the
venture in improving their propositions in accordance to the changing demand of the customers.
The organization is also planning to improve their website’s online presence through
SEO based operations, under one way communication, as it would allow the venture in creating a
positive brand image in the minds of the customers. The venture would facilitate the use of
traditional media vehicles like hoardings and television advertisements to attract the attention of
the mass markets. It would allow the venture in improving their performance while working on
different organizational goals.

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Media communication
Traditional media
Traditional marketing is the way through which the company can carry on with their
promotion and their advertisement. This is the method through which the companies makes sure
that they can appeal to the taste and the preferences of the customers right from the initial or the
earlier time of the product launch (Yadav, Joshi and Rahman 2015). This is useful because
making a mass appeal it is useful for the companies to make a proper appeal to the customers and
also to make sure that customers who are not so techs savvy in nature are also getting all the real
time updates (Kumar, Choi and Greene 2017). Customers who might not have their accounts on
the digitalized platforms like social networks (twitter, facebook and others) will also be able to
get the update about the newly launched steak products, price range and the benefits that they
will be getting from the same. Hogs can conduct advertisements through newspaper, flyers, and
journals and also via television advertisement (Xu, Frankwick and Ramirez, 2016).
Digital media
This is the modern communication methid through which the companies appeal to
customers in a more personalized and appealing manner. This is done through the digitalized
platforms like face book, twitter and also the company website. The organization will be trying
to appeal to customers who are tech savvy in nature and who have their accounts in the social
networking sites (Jayaram, Manrai and Manrai 2015). Steak is a dish that will majorly be
consumed by customers belonging to the group of young adults who are mainly college students
and the office goers. Customers will be able to get the real time updates about their products
from the news published on the websites and also from the updates on the websites.

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Conclusion
Therefore it can be concluded that a proper communication plan will be needed for the
timely promotion of the products. Hog’s breath Café makes sure that all the dishes being
produced by them are made with the best quality products and they are also fresh and tasty at the
same time. As there do many competitive firms exist in the market with the similar product with
better innovations and ideas. Hogs will have to conduct an in depth R&D process so that they are
able to sell their products in a proper manner and develop a proper customer loyalty as well.

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Reference
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental
to a customer-centric perspective. European journal of marketing, 51(3), pp.464-489.
Hogsbreath.com.au. 2019. hogsbreath.com.au. [online] Available at:
https://www.hogsbreath.com.au/the-hogs-story/ [Accessed 18 Dec. 2019].
Jayaram, D., Manrai, A.K. and Manrai, L.A., 2015. Effective use of marketing technology in
Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile
applications. Journal of Economics, Finance and Administrative Science, 20(39), pp.118-132.
Kumar, V., Choi, J.B. and Greene, M., 2017. Synergistic effects of social media and traditional
marketing on brand sales: capturing the time-varying effects. Journal of the Academy of
Marketing Science, 45(2), pp.268-288.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology, 10, pp.17-21.
Valos, M.J., Haji Habibi, F., Casidy, R., Driesener, C.B. and Maplestone, V.L., 2016. Exploring
the integration of social media within integrated marketing communication frameworks:
Perspectives of services marketers. Marketing Intelligence & Planning, 34(1), pp.19-40.
Xu, Z., Frankwick, G.L. and Ramirez, E., 2016. Effects of big data analytics and traditional
marketing analytics on new product success: A knowledge fusion perspective. Journal of
Business Research, 69(5), pp.1562-1566.
Yadav, M., Joshi, Y. and Rahman, Z., 2015. Mobile social media: The new hybrid element of
digital marketing communications. Procedia-social and behavioral Sciences, 189, pp.335-343.