MKT 570: Integrated Marketing Communication Plan for Delhi Rocks

This report details an integrated marketing communication (IMC) plan for Delhi Rocks restaurant, focusing on its expansion and promotion in a new market. The report begins with an executive summary and introduction, emphasizing the importance of IMC in brand promotion and competitive advantage. It outlines the restaurant's objectives, situational analysis including SWOT analysis, and target audience. The core of the report covers the IMC plan, detailing various communication tools such as print media (magazines), television advertisements, and internet promotion including Facebook marketing and online banner ads. The report also includes a discussion of direct marketing strategies and point-of-purchase displays. The plan incorporates specific details such as advertisement samples, reach, frequency, and budget allocations for various channels. References to relevant marketing literature are also provided, demonstrating a comprehensive approach to developing and implementing an effective IMC strategy. The report showcases a practical application of IMC principles for a restaurant business, with a focus on reaching the target audience and achieving marketing objectives.

ASSESMENT 3
INTEGERATED MARKETING COMMUNICATON

EXECUTIVE SUMMARY
Integrated marketing communications include managing different promotional tools and
other selling activities that communicate with organization consumers. Basic IMC elements used
to completed business communication objectives is refer to as promotional mix. It uses various
channels like sales promotion, product adverting, PR etc (Baltes, 2015). The current report is
integrated marketing communication plan of organization, they wants to start its business in new
place. According to this plan, they will use digital marketing platform as well as traditional tools
for promoting their products or services effectively. Moreover, business will use IMC strategy
which is important to increase consumer base and profitability. The management of business
design marketing communication that is aligned to people preferences.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
INTEGRATED MARKETING COMMUNICATION PLAN........................................................1
OBJECTIVES OF DELHI ROCKS................................................................................................2
Situational analysis.................................................................................................................2
Swot analysis..........................................................................................................................2
ADVERTISEMENT AND COMMUNICATION TOOLS.............................................................3
Internet promotion..................................................................................................................6
Direct marketing.....................................................................................................................8
TOUCH POINTS.............................................................................................................................8
BUDGET.........................................................................................................................................9
EVALUATION OF INTEGRATION MARKETING COMMUNICATION PLAN.....................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Integrated marketing communications is important for companies to promote their brands in
marketplace. Through promoting brand organizations can increase awareness of services and
products, even they can increase sales, generate revenue rather than before which is beneficial
for overall business. It provides many benefits to business as helps to create competitive
advantages (Yeshin, 2012). It considered as one of the best approach for planning
communication, that offer business potential to get great outcomes from its marketing campaigns
as well as reduce selling cost. IMC is simple concept, it assure that all kinds of messages and
communications is effectively as well as carefully interrelated together. The present report is
based on Delhi rocks restaurant established in Melbourne city, Australia. It explain integrated
marketing communication program for promoting goods. This study justifies different
communication channels can use by firm for marketing purpose. Furthermore, it clarifies various
marketing tools that provide benefits to firm.
INTEGRATED MARKETING COMMUNICATION PLAN
Integrated marketing communication was first introduced in the year 1980 when many
organisations realized the requirement of a strategic integration of the tools used for promotion
instead of keeping them separate. Integrated marketing communication is an effective approach
of looking at tools used for communication not as isolated elements that convey variety of things
to customers. This type of marketing communication assists in solving communication issues by
filling the gaps with the help of interrelation between different communication tools.
Importance of Integrated marketing communication
 It encourages consideration of new tactics for marketing and media.
 It assists in improving external and internal communication
 It saves time in promoting products or services (Schultz, Patti & Kitchen, 2013).
 Its assist in analysing customer's demand through different sources which helps in
identifying improvement areas in the business.
The personal satisfaction and financial rewards linked with having own business can be
considerable. When the business is one that involves a high level of social interaction for
example - a restaurant, there is personal rewards more than financial satisfaction (Finne &
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Grönroos, 2017). Restaurants are the most profitable and demanding business nowadays in every
country or geographical area. However, there are also many risks associated with this business
due to very high competition in the market. In order to attract customers in the restaurant, it
needs to have a great communication strategy so that customers can understand the unique
features for food served in the restaurant (Berger, 2014). It is essential for a restaurant to use
different marketing communication tools such as social media, print media, television etc to
promote its products or services.
OBJECTIVES OF DELHI ROCKS
1. Short term - To increase its sales by opening new brand in Port cities, Austria.
2. Long term - To improve brand image and market share by expanding the restaurant chain
globally.
Situational analysis
Each and every plan of marketing begins with a situational analysis, it is an assessment of
the internal & external environmental elements which are affecting the products, brand or
organisation. The situational analysis consists different areas or concepts on the basis of which
Delhi rocks restaurant's position would be analysed.
Swot analysis
Strengths
Strategy - the restaurant has an effective strategy for growth, at initial stage its planning to open a
branch in Port cities and later it will expand in different countries expanding its restaurant chain.
Brand image - Delhi rocks is already an Indian food destination of many people in Melbourne.
Therefore, it has developed a good image among food lovers.
Customer service - The restaurant is very particular and concerned about services offered to its
customers as it is the main requirement in a restaurant business that helps achieving growth by
increasing customer satisfaction.
Weakness
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Dynamic nature of customers - it is a major weakness of restaurant business, the changing
preferences, taste and nature of customers can not be predicted. Its difficult to know what a
customer likes or dislikes that creates difficulty for a restaurant to provide satisfactory services to
them.
Changes in demographics - Another weakness are the change in perception and tradition due to
which customers of restaurant change their eating habits or preferences.
Opportunities
Potential to grow - There is a large untapped market in this industry which is providing a huge
opportunity for restaurants to grow.
Threats
Competitors - Delhi rocks needs to identify the big players in the industry in order to sustain in
the market. The existing big restaurants are major threat for Delhi rocks restaurant.
Timing
 12 months campaign commencing 1 October 2019
 Continually adapting and recycling to evaluation outcomes over the next 1 year.
 Change strategies between specific time periods to provide new & attractive things to
customers.
ADVERTISEMENT AND COMMUNICATION TOOLS
Print media - it is one of the most traditional and increasingly used platforms for marketing or
communication. Print media is relatively effective in terms of cost and covering a large audience
without consuming much time. Print media includes tools such as newspaper, magazines,
pamphlets and brochures. It helps to attract people from every segment and demographics
(Chaffey & Smith, 2017). As magazines, newspaper, and brochures are read by every person
who see it. Even though print media has lower reach that air media but it is an essential element
of the marketing communication plan of Delhi rocks restaurant because Indian thali is not so
common. To enhance the reach Delhi rocks restaurant is utilising vehicles with high pass
alongside readership mainly in flight magazines. Airline magazines were selected because they
easily reach business travellers (Rollins, Anitsal & Anitsal, 2014). Weight watchers magazine,
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Time and business week etc are some of the magazines used in the plan to target business people
who are busy and can order online tasty Indian food from Delhi rocks restaurant. Overall 227.1
million sales of audited magazines. An average of 13.6 magazines per individual over 14 per
year, estimated 4500 titles. It was identified that consumers spend more than $1.03 billion on
magazines. Delhi Rocks restaurant will give ads in different magazines on weekly and monthly
basis to promote restaurant in the new market and target business class customers (Valos & et.al.
2016).
Figure 1: Advertisement sample
Television advertisement & Radio
1. The TV advertisement will be promoted during best time slots through TV shows
2. Advertisements will be utilized for frequency as well as reach.
The biggest loser
This Australian TV show was selected as it is attracting health aware people, the reach
for the show is very huge and the observer demographics effectively match the intended target
market for Delhi Rocks restaurant. The show is very popular and known to sponsor several
products on the show. Acquiring partnership with this show would be very beneficial for the
restaurant.
 Frequency – Weekly
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 Reach – 8.42 million viewers per episode
 CPM - $113,218 cost for 30 seconds ad/8.42million*1000 = $13.45 per thousand in TM
 Total cost - $2,717,232
Master Chef Australia
This show has a large number of viewers consisting majority of people who like cooking and
eating tasty food.
 Frequency – Weekly in first month, 9 episodes
 Reach – 10.9 million viewers per episode
 CPM - $326,685 cost for ad of 30 seconds/10.9 million * 1000 = $29.97
 Total cost - $2,940,165
There are other shoes also on which Delhi Rocks Restaurant will get its advertisement aired
to attract more and more customers (Belch & et.al. 2012).
Figure 2: Advertisement Sample
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Figure 3:Advertisment Plan
(Source: Kitchen, 2010)
Internet promotion
Internet promotion is also known as E-promotion, it refers to a process of developing plan
& executing the concept, promotion, distribution and pricing or goods & services within a
computerised, networked environment for example World wide web & Internet. Marketing via
internet consists utilisation of digital media for informing the people or market about a business,
its products or services. Internet is highly used in today’s world to increase the reach for a
organisation's promotional, advertising & public relation efforts. There are various options
available for internet promotion including blogs, website promotion, social media platforms such
as instagram, Facebook etc. Each of these options are very effective and useful for reaching to a
large audience in a small period of time as number of internet users is increasing day by day and
it’s also a low cost marketing strategy.
Facebook is selected for communication plan because it is a daily used online platform. It
helps to target different demographics. Advertisements via Online banners were selected for
websites which are easily reachable to business professionals, travellers and individuals who are
interested in tasty as well as healthy food. The index of Facebook is not more than 100 however
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it can not be mistreated as an alternative for enhancing awareness among customer. All other
online websites have index more than 100.
Facebook is a most popular and effective social media platforms and there are many benefits
of using this social media platform for promoting goods and services. Having a business page on
Facebook is alike owning a website (Barger & Labrecque, 2013). Delhi rocks restaurant would
use Facebook as a communication tool because its has significant advantages as discussed below
–
 Low cost marketing strategy - The restaurant can promote its new branch on a Facebook
page without spending much money. An organisation can sign up for Facebook business
page without any cost. It is not only cost free but also provides access to millions of
target audience which can be further converted into potential customers (Nobre & Silva,
2014).
 It can be utilised for sharing information related to products or services with millions of
people.
 Users can be interactive on Facebook - Sharing images and videos related to business
products and services become very easy on this social medium platform (Royle & Laing,
2014)
Figure 4: Facebook Page
Facebook advertisements
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 Reach - 2.1 million
 Impressions - $100/$0.41×1,000 = 244,000 impression in a day
 Frequency – On every $100, 244,000 impressions
 Budget - Max $500 per day for first 8 weeks, $300 per day for next 16 weeks and $200
per day for next 28 weeks.
 Total cost - $100,800
Online banner advertisments
 WebMD.com, Reach - 7, 197 million
 Mapquest.com , Reach - 22,025 million
 Expedia.com, Reach - 9,164 millions
 Msnbc.com, Reach - 8,051 million
Average CPM for food ads is $7.00
Impression per $1,000 per day = $1000/$7×1000 = 142,850 impressions per day.
Total costs = $1,008,000
Direct marketing
It is also one of the important and traditional tool of marketing communication. In this kind
of marketing customers email addresses are collected via various sources such as social media
platforms, customer review forms etc. (Ponte, Carvajal-Trujillo & Escobar-Rodríguez, 2015).
Every promotional email or email related to offers and discounts are forward to the customers to
increase awareness. These emails would be sent to customers especially in Port cities in the first
6 months to attract local customers (Porcu, Barrio-García & Kitchen, 2012).
Point of purchase
Displays - Delhi rocks restaurant's current menu signage will be used for the promotion of Indian
thali and food for increasing awareness and trial purchase in the new market. Cost is incurred in
the corporate wide budget for normal operating expenses included in updating signage (Saenko
& et.al. 2016).
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TOUCH POINTS
Touch points refers to the point on which customers interact with a business or organisation.
Traditional mass media channels for example radio, television and radio are still used widely as
communication tools for getting engaged with audiences while promoting products, brands and
services. Although, customers nowadays are increasingly interact and getting in touch with
brands in numerous ways. Along with this more & more customer today are responding to
internet, word of mouth, mobile applications , social media platform and much more (Tidd &
Bessant, 2018). It’s totally upon promoters or marketers to understand the behaviour and
activities of customers in present era for achieving maximum penetration of key touch points.
The Touch points for Delhi Rocks restaurant will begin from the print media which includes
magazines than Facebook or the websites where customers can gain information about the menu
and food. After gaining the information customers will get engaged and interact with the
organisation through Facebook and other social media platforms. The active customers will
experience and share the customer services provided by the restaurant and at last that will
suggest it to their friends and family (Chitty & et.al. 2011).
BUDGET
IMC Budget
Advertising Costs:
Television $12,474,847
Print $19,890,480
Production $53,236,532 (10%TV/Print Costs)
Internet $1,108,000
Total $36,710,659
Costs of Website
 No additional web development is required as Current website is sufficient
 Total: $0
Direct Marketing Costs
 Consumer: $3,000,000
 Trade: $0
 Total: $3,000,000
 Sales Promotion Costs
 Consumer Sampling: $620,000
 Trade: $0
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