Strategic Integrated Marketing Communication Report 2022

Running Head: STRATEGIC INTEGRATED MARKETING COMMUNICATION
1
Strategic Integrated Marketing Communication of
Putien Restaurant in Singapore
(Student Details)

STRATEGIC INTEGRATED MARKETING COMMUNICATION
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Executive Summary
The following report highlights the importance of MC, IMC, and SIMC program in an
organization to start a marketing campaign. No business or organization can run successfully
without developing and integrated marketing communication plan. It is important to make the
customers update regarding the products and services that is being offered. The chosen company
for this report is Putien Restaurant, situated in Singapore and other Asian Markets. It is planning
to start its expansion in other parts of the globe to make people eat home like seafood with fresh
quality and delicious taste.
The study describes the background, mission, vision and objective of the company. It also states
the restaurants campaign and its success. But there is an urgent need to design new campaign
plan by introducing new ways of marketing and promoting techniques in the new market
segment.

STRATEGIC INTEGRATED MARKETING COMMUNICATION
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Contents
Part 1................................................................................................................................................4
Introduction..................................................................................................................................4
Definitions of Integrated Marketing Communications................................................................4
The role of marketing communication in marketing mix............................................................7
Part 2A.............................................................................................................................................9
Introduction..................................................................................................................................9
Campaign conducted by Putien..................................................................................................10
Campaign Evaluation.................................................................................................................11
Recommendations for Improvement..........................................................................................12
Conclusion.................................................................................................................................12
Part 2B...........................................................................................................................................13
Introduction................................................................................................................................13
The SOSTAC Model for the new campaign..............................................................................13
Situational Analysis...................................................................................................................14
SWOT Analysis.........................................................................................................................14
Objectives...................................................................................................................................15
Strategies....................................................................................................................................15
Tactics........................................................................................................................................16
Action Plan with resource requirement......................................................................................17
Control – Monitoring and Contingency Plans...........................................................................18
Recommendations......................................................................................................................19
Conclusion.................................................................................................................................19
References......................................................................................................................................20

STRATEGIC INTEGRATED MARKETING COMMUNICATION
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Appendices....................................................................................................................................23
Part 1
Introduction
Marketing Communication refers to the techniques that are applied by a company or a business
person in order to convey messages to promote their products and services (Juska, 2017). It
includes promotion, advertising, publicity, events and experiences. The main barriers to
marketing communication are noise and clutter, brand parity and weak strategies.
Integrated Marketing Communication means the process of integrating various ways of brand
promotion with an aim of promoting the product or service to target the customers (Blakeman,
2015).
Strategic Integrated Marketing Communication refers to a strategic application for integrating
the communication elements (Blakeman, 2015). It is done by combining the theoretical,
categorical and integrated perspective of communication. SIMC aims at increasing the strategic
intent of an organization to enhance its efficiency.
Definitions of Integrated Marketing Communications
Definitions References Implications to other
areas of Marketing
Implications to
Business
Management
Prior to
1980
IMC can be defined as
a more proactive
approach to marketing
communication with the
introduction of brand
identity concept, and
tends to be creative
while explaining the
characteristics of the
(Herrera,
2015)
This concept of brand
identity can be used in
advertising the brand
in various platforms.
For example, Atlantic
Airways used the
same strategy while
advertising its
services. It claimed
IMC will
facilitate the
other
departments in
an organization
to perform well.
If the marketing
communication
is very effective,

STRATEGIC INTEGRATED MARKETING COMMUNICATION
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brand. that the brand provides
high quality services,
is innovative and
defines value for
money.
it will ultimately
increase the sale
of a particular
product or a
service. The sales
department will
have to put less
effort to enhance
its sale.
1980s IMC refers to that
concept of marketing
plans that recognizes a
program as a value
added and that
integrates various
strategic disciplines.
Some of the disciplines
of IMC are direct
response, general
advertising, public
relations, and sales
promotion.
(Kliatchko,
2009)
IMC programs
combine these
disciplines to
consistency, clarity to
bring maximum
output. The disciplines
can be utilized to
make improvement in
customer satisfaction.
Maintaining good
public relations ask
fulfilling the needs of
the customers will add
value to the product or
service being offered.
This concept of
IMC will support
the customer
service
department.
When the
marketing
communication
is strong, has
deep clarity and
consistency; than
the customers
will have less
doubt to clear
with the
customer service
staffs.
1990s IMC is referred to the
process of managing
the information sources
of a product or a service
to which a prospect or a
(Kitchen &
Burgmann
, 2019)
This concept further
assists the sales
department by
providing them
relevant information
It will again add
value to the sales
department by
providing
relevant

STRATEGIC INTEGRATED MARKETING COMMUNICATION
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customer is exposed,
this behaviorally shifts
the customers towards
making a sale and
maintaining loyalty.
about the potential
customers and their
loyalty towards the
brand.
information and
data about the
preference and
taste of the
different
customers
towards the
brand.
2000s IMC is a term that is
used to highlight the
aspirations of a
company to bring
alignment in
communication efforts
in an integrated and
consistent manner with
the purpose of
maximizing the impact
of communication on
the company’s
stakeholders.
(Yeboah,
2013)
This concept will help
in bringing
transparency in the
pamphlets and written
advertisements; that
will further increase
the number of
investments. Investors
will start trusting the
brand and will obtain
detailed information
about the company
and the brand.
IMC in the
2000s, not only
assist the sales
and marketing
department; it
also facilitates
the financial
department to
keep a hold on its
investors and
how to generate
more investment
for expanding the
brand. It
connects all the
marketing
transactions in an
organization with
the help of
technology and
involvement of
senior
management.