Evaluating BreadTalk's Integrated Marketing Communication Campaign

This report provides an analysis of BreadTalk's integrated marketing communication (IMC) campaign, focusing on the 'Quest for Flosss' digital initiative. It identifies BreadTalk as a leading Singaporean food and beverage group aiming to redefine bread culture. The campaign, executed with KRDS Singapore, targets young generations, working professionals, and high-income households, particularly Chinese customers, to increase online presence and promote menu items. The report critiques the campaign's strengths, including its unique selling proposition, customization, and use of digital marketing, while noting weaknesses such as over-reliance on the Chinese market. Recommendations include expanding digital campaigns to other Asian markets and incorporating a broader promotional mix beyond digital platforms. The report concludes by emphasizing the importance of product quality and differentiation for campaign success.

Running head: INTEGRATED MARKETING COMMUNICATION
Integrated Marketing Communication
February 19
201
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Executive Summary
The aim of the paper is to highlight the importance of integrated market communication in
promoting the products and services of the business. The paper is focused towards a digital
marketing campaign of BreadTalks that is “Quest for Flosss” in order to understand its major
aim and the target market it is focusing on. The analysis reflects that BreadTalks is one of the
leading foods and beverage group of Singapore focused on representing the unique definition
of bread. The company is promoting its online game with the help of KRDS Singapore,
which is an independent social and media agency. The agency does not have any major
weaknesses, but it is recommended that before accepting the contract of any client it must
analyze the quality of its products and types of products its offer in order to eliminate the
chanced of failure.

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Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Classification of BreadTalk’s product...................................................................................3
Brief Description of BreadTalk..............................................................................................3
Target Market.........................................................................................................................4
Demographics....................................................................................................................5
Psychographics...................................................................................................................5
Communication Objective.....................................................................................................6
Critique of the Advertisement................................................................................................7
Strength..............................................................................................................................7
Weaknesses........................................................................................................................7
Media Used............................................................................................................................9
Strength..............................................................................................................................9
Weaknesses........................................................................................................................9
Conclusion..................................................................................................................................9
References................................................................................................................................11

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Introduction
Many of the marketing strategies like PR marketing, IMC, mass marketing, CRM have been
introduced to increase the service or product demand and lift the satisfaction level of the
customer. With the increasing developments in the technology and introduction of the
internet-marketing concept, there is an urgent requirement to increase the concentration of the
strategies of marketing. From that point, the present paper seeks to comprehend the impact of
integrated marketing communication on the productivity or efficiency of the business (Ali,
and Allan, 2017, 97). The paper is being prepared to highlight different essential elements on
marketing communication such as target market, product function, and its features. In the
end, to recommend the strategies the products must be promoted in the market.
Classification of BreadTalk’s product
BreadTalk Group Limited is a bakery chain of Singapore introduced in 2000. It operates a
retail chain of around 38 outlets under the brand BreadTalk Pre limited. These stores are
involved in selling cakes, bread, buns, and pastries. The enjoy services from quality managers
company, trained employees, and committed stakeholders (BreadTalk 2018).
The BreadTalk marketing Campaign that is “Quest for Flosss” is a game that starts with
playing the part of the chef of BreadTalks. The aim of the game is to collect the menu items
of the business like roti, sambal floss, and floss to gain points and win (Ismail, Noreen 2015).
Brief Description of BreadTalk
BreadTalk Group Limited is a multinational company of Singapore with operations in food
and beverages industry with headquarter in Paya Lebar. With the 12 unique brands,
BreadTalk has altered the way people look at their daily staples. The company is focused on
revolutionizing the industry of bakery since 2000 (BreadTalk 2018). BreadTalk prides itself

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by delighting its customers with the help of its unique concepts that have intended a new
culture of food around the restaurant, food atrium, and bakery. The company is focused on
innovation and creating things in a unique manner because they fill resourceful diversity in
their concept of retailing in order to increase value for the customers and deliver the food
they love.
Today, in 18 locales with approx. 1000 retail outlets the BreadTalk Group generate cooking
magic for the daily dishes that is served to the customers across the world. With the support
of 7000 global staff strength, the company run around 870 bakeries, 27 globally praised Din
Rai Fung restaurants in Thailand and Singapore, along with 53 award-winning Food Republic
food atria in Hong Kong, Taiwan, Thailand, China, Malaysia, and Singapore (BreadTalk
2017).
Presently, the food market is becoming very competitive because of the entrance of new
retailers offering a similar type of products like four leaves, Baker Talent, Bengawan solo,
and Swee heng. In order to fight with these competitors, the company is focusing on making
a young and good image in the eyes of the customers by offering different tastes. With
increasing popularity, BreadTalks have become the leading Asian Group in Food and
Beverages market. The company is leading by constancy delivery of fresh and stylish snack
culture. The Unique-selling proposition of BreadTalks is “Brands that encourage consumers
to think differently.” (MBA Skool 2018)
Target Market
Market segmentation of BreadTalks is comprised of up-scale district consumers. The
business is targeting young generations and working professionals. Besides this, another
focus of the company is high-income households. Increasing market accessibility, BreadTalk
is concentrating on customers love to eat bread and understand the significance of healthy

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and fresh food (Bhasin 2018). Auspiciously, this type of customers loves to try new and fresh
products. Along with this, they are very loyal and make bulk purchases. The market of
BreadTalk is divided into different segments like psychographics, geographical, behavioral,
and demographic differences.
Demographics
The franchise network of BreadTalk is expanding rapidly. By offering services to the Asian
customers, BreadTalks has executed partnership in Vietnam, Hong Kong, Thailand, Saudi
Arabia, Bahrain, Kuwait, Philippines, and Malaysia (BreadTalk 2012). The demographic
segmentation is also focused towards covering Lebanon, Myanmar, Sri Lanka, and Qatar.
However, the “Quest for Flosss” is a digital campaign that is majorly focusing on the Chinese
customer to increase its online presence.
Psychographics
BreadTalk Company provides best products around the Asian market, which helps in making
it a lifestyle brand. It is motivated to offer fresh and high-quality products to the customers.
The strategy of market segmentation increased focus to abstract the complete market of Asia
in its business line. Considerably, the company is also putting its efforts to reinforce its
presence around the global market. The worldwide expansion plan is focused on establishing
around 500 more outlets. In addition, BreadTalks is planning to introduce new brands that are
Bread Society and The Icing Room (The Icing Room 2018). On a similar note, the company
is providing a series of lunch special on its physical stores and online application.
Strategically, the company is targeting customers that are health conscious, with this it offers
ease to the customers using iPad by introducing iPhone application to allow customers to
purchase coupons on the go (BreadTalk Group 2018). These coupons can be redeemed in the
exchange of products.

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The Psychographic segment for the new marketing campaign of BreadTalks is based on Roy
Morgan Value Segment
Roy Morgan Value Segment
Roy Morgan is an innovative way of segmenting the market that goes beyond psychographics
and demographics in order to discover the attitudes, mindsets, and values that motivate the
behavior of the customers. Roy Morgan has been divided into a different segment that
supports businesses in classifying its target market meaningfully and accurately (Roy Morgan
2018). The target segment on which BreadTalks recent marketing campaign is focusing on is
Real Conservatism.
Real Conservatism is the customers with a strong belief in the product quality and sound
investments. This segment always adopts products that are well established in the market.
The segment is considered loyal towards their friends, brands, and loved ones (Roy Morgan
2018).
Communication Objective
“Quest for Flosss” is the online game played by three players and the three highest scorers
will get an SG50 Jubilee Gold Bar. The game background reflects the landscape of Singapore
and comprises road signs, which adds an exclusive flavor in the game.
 Quest for Floss introduced in the market to celebrate the 15th anniversary of the
BreadTalk with its consumers (Ismail, Noreen 2015).
 The campaign was focused on increasing the online presence of the company
 Increasing the online experience of the customers by launching new items in the menu
of BreadTalks
 Promoting the menu items of BreadTalks among customers

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Critique of the Advertisement
Strength
Unique Selling Proposition
Unique Selling Proposition is the feature or the benefit of the product, which is unique in
comparison to other brands available in the market (Niu, and Wang, 2016, 876). The USP of
the BreakTalk is its online game that will be focused on making customer aware of the new
and existing menu items (Ismail, Noreen 2015).
Customization
Customization is the procedure of modifying a product or service according to the demand
and suitability of the customer and business (Uma, and Chandramowleeswaran, 2015, 128).
“Quest for Flosss” is an online game introduced for the entertainment and promotion of the
food items of BreadTalks. It is customized according to the unique offerings of the business
featured with the Singapore landscape.
Digital Marketing
Digital marketing is the promotion of the service or product with the help of digital
technologies majorly on the internet, also comprising display advertising, mobile phones, and
another medium (Kannan, and Li, 2017, 25). BreadTalks is involved in the digital marketing
campaigns in order to promote its products and increase the new food items among the
customers like “Quest for Flosss.”
Weaknesses
Major focus on China market
Most of the expansion of BreadTalks has taken place in the China market whereas the
remaining ones are done in the Middle East, Malaysia, Hong Kong, and Taiwan (Bhasin

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2018). The “Quest for Flosss" online game was also introduced to attract the customers in the
China market, which is affecting the market presence of the company in other markets.
Recommendation
BreadTalks need to focus on different Asian Market in terms of promoting its services on the
online or digital platform. According to the reports, the big 6 represents 99% of the Asian
region revenue in the online gaming business. The big 6s are comprised of Vietnam,
Philippines, Singapore, Thailand, Indonesia, and Malaysia (CDN 2 2015). It is recommended
that apart from focusing on the China market, BreadTalks need to aim its digital campaigns in
the big 6 regions to increase its revenue and market existence.
Promotional mix
Promotional mix is said to be the combination of promotional variables selected by the
marketers to support a company attains its objectives (Khanfar 2016). The promotional
platforms that were used by BreadTalks for the advertisement of its "Quest for Flosss” were
social and mobile agency KRDS Singapore as the digital agency. The agency has done
marvels in promoting the online game; however, it must have adopted more promotional
tools for marketing its online game such as press conference.
Recommendations
The analysis reflects that hiring KRDS Singapore was not enough for the company as it only
promoted the online game on the online platforms. In order to increase the awareness and
interest of the customers, it is recommended that the company needs to adopt different tools
such as press conference, sales presentation, in-store displays, etc.

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Media Used
KRDS is said to be one of the leading independent Agency of Social and Media in the Asia
and Europe markets. KRDS Singapore started its operation in 2012 and initiated the network
of Social Media Agency (KRDS Singapore 2018).
Strength
 Knowledge of digital space
 Understand customer behaviour (Digital Gaps 2019)
Weaknesses
It is known that KRDS Singapore is one of the leading social and media agency supports,
which does not have any major weaknesses. However, if the company has contracted with the
client with low-quality products or products that cannot be differentiated from its competitors
can result in failure of the planning of the agency.
Recommendations
From the above analysis, it can be recommended that while taking the contracts of different
clients, KRDS Singapore need to ensure the product quality and the type of products its client
is offering in order to have a comprehensive plan that could be a success for the agency as
well as for the client.

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Advertorial
Source [(Mitsueki 2016)]
Conclusion
The above report has provided a brief analysis of the integrated marketing communication
plan of BreadTalks that is focused on offering a unique concept of bread and different meals.
From the analysis, it has been analyzed that company has introduced a "Quest for Flosss”
digital campaign that is focused towards getting the attraction of the customers to increase the
sales and online presence of the brand. “Quest for Flosss” is an online game that highlights
different new items in the menu of BreadTalks and the landscape of Singapore. The paper has
highlighted different aspects of marketing campaigns such as target market, type of
advertisement and the use of media. The media used by the company is KRDS Singapore
social and media agency, which has supported the company in increasing the interest of the
customer and revenue of the business. As such, the agency does not has any type of
weaknesses, but it is based on the type of client and its services. BreadTalk can continue its
partnership with KRDS Singapore for its digital campaign, along with this it can organize a
press conference to explain the way game will be operated. Moreover, KRDS Singapore must

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comply with Reach and Frequency approach. According to the approach, reach is the number
of people in the market business is exposed through its message and frequency is the number
of times business is exposed to people through its message. It is very important to reach the
number of people through marketing numerous times to have a major influence on their
buying behavior.

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References
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BreadTalk. https://www.breadtalkrewards.com/terms-and-conditions.aspx
BreadTalk. 2012. Annual Report. Singapore: BreadTalk.
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http://breadtalksrilanka.com/home/aboutUs
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874-892.

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The Icing Room. 2018. About The Icing Room. Singapore: http://www.theicingroom.com/
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