MA MMEHT: Integrated Marketing Communication Plan - Harvey Nichols

This report presents an integrated marketing communication plan designed for Harvey Nichols' bar and brasserie in Birmingham. It begins with an introduction highlighting the importance of effective communication in marketing, particularly within the luxury retail sector. The plan provides an overview of Harvey Nichols, including its history and current operations, focusing on the bar and brasserie segment. It outlines the marketing objectives, which include creating awareness, increasing footfall, and boosting sales. The report identifies the target audience as business professionals and young adults and details the marketing communication objectives. It also explores various market communication strategies such as brand positioning and relationship management. The report then delves into the development of integrated marketing strategies, including advertising, sales promotion, and personal selling. It also covers the budget, implementation, and monitoring of the marketing communication strategy, concluding with a summary of the key findings and recommendations.

COMMUNICATION PLAN

TABLE OF CONTENTS
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
INTEGRATED MARKETING COMMUNICATION PLAN........................................................3
Overview of marketing activity..................................................................................................3
Marketing objectives...................................................................................................................4
Target audience...........................................................................................................................4
Marketing communication objectives.........................................................................................4
Market communication strategies...............................................................................................5
Development of integrated marketing strategies.........................................................................6
Budget.........................................................................................................................................9
Implementation of marketing communication strategy............................................................10
Monitoring and evaluation........................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Communication is the only medium through which the company can work or even any of
the people will commence any work. If the communication will not be good then no person will
be able to understand what the other person is saying and that work will not take place in the
intended manner (Norris, 2019). Thus, for the marketing of the business also the most important
thing is the effective communication plan for the marketing. This is majorly pertaining to the fact
that if the marketing will not be communicated in effective manner then the consumer will not
able to effectively understand what the company wants to say.
The present study is based on the company Harvey Nichols which was founded in the
year 1831 as a British department store in Knightsbridge. This sells high quality fashion
collection for women and men and all other beauty accessories and food products. The present
report will discuss about the marketing communication plan of the bar and brasserie opened up
by Harvey Nichols.
INTEGRATED MARKETING COMMUNICATION PLAN
Integrated marketing communication plan is referred to as the plan through which the
company will communicate all the goods and services being offered by the company. This is
very necessary as this plan educates the consumer that in which all product and services does the
company providing to consumer. The plan of Harvey Nichols for the bar and brasserie is as
follows
Overview of marketing activity
The marketing activity in the current scenario is to market the services being provided by
the bar and brasserie segment of Harvey Nichols. The Harvey Nichols brasserie is a fine dining
area which includes all the modern dining and is served in highly stylish manner. This place also
includes high flavoured mouth tempting food dishes and also include private dining room. Along
with this the Harvey Nichols bar is a segment which is the best place for the discerning drinkers,
cocktail lovers and wine lovers (Gagnon and et.al., 2016). This includes the window style display
cabinets and high back velvet chairs and leather banquettes. The bar offers an exclusive range of
cocktails, wine, spirits and other drinks of choice of consumers. The present case deals with the
marketing of both these bar and brasserie in order to increase the number of consumers for the
company.

Marketing objectives
The objective are the aim for which the business exist and directs all the activities in the
direction of attainment of these objectives (Baker, 2018). The major objectives for which this
integrated marketing communication plan is being created are as follows-
 To create awareness for the bar and brasserie of Harvey Nichols in order to cover large
market share.
 To enhance the footfall and sales of the Harvey Nichols bar on the week days as well.
 To increase the sales and footfall of the Harvey Nichols brasserie during the weekdays as
well along with weekends.
In order to get success the most important thing for the company is to try to fulfil all these above
mentioned objective. If these objective then automatically the sales of the company in segment
of bar and brasserie will increase.
Target audience
The target audience is a set of consumer for which mainly the goods and services are
being provided by the company. This is majorly because of the fact that there are many different
types of consumers and their requirement is also different. Thus, it is not possible that product
and service of company fulfil need of each and every consumer. Hence, for this it is necessary
for the company to target mainly on those consumers who are requiring the goods and services
being provided by the company.
For the bar and brasserie segment of the company the major target consumer are the
business class people and the young mass of the country. This is the major target of Harvey
Nichols because the business class people conduct and organizes many business meeting at the
bar and brasserie. Also, the young people or the youth of the country is more attracted towards
drinking and having good and innovative food items. Thus, this will be the best target group of
consumer for Harvey Nichols bar and brasserie.
Marketing communication objectives
Hence, after the finalising of the target consumer now the next step in the integrated
marketing communication plan is to set some marketing communication objectives (Tate, 2019).
These objectives are defined as the ways in which the goods and services provided by Harvey
Nichols will be communicated to the target audience. This is very important for the company to
clearly list out all the marketing communication objectives in advance so that every employees

within the company knows what work they have to do (Uiterwaal and et.al., 2018). The objective
for the marketing of Harvey Nichols bar and brasserie are listed as below
 To increase the awareness and knowledge of Harvey Nichols brasserie and bar with large
consumer group.
 To enhance the sales of the bar and brasserie and also increase the footfall in the week
days as well.
Market communication strategies
Marketing communication strategies are the one which is helpful for the company in
increasing the marketing and sales for the company. There are many different kind of strategies
which the company that is Harvey Nichols bar and brasserie uses n order to attract the consumers
towards the good and services of bar and brasserie. Thus, for this intended strategies for the
success of bar and brasserie are as follows-
Brand positioning- this is defined as a concept through which the company tries to
position the brand in the minds of the consumers. This is very essential for the company to
position the goods and services at a good position within the mind of the consumers. This is
because of the fact that if the consumer will not have good position of the goods and services
being provided by the company then they will like it. Also, if the brand positions its goods and
services in much better manner then this will increase the goodwill of the company to a great
extent. For positioning the brand in proper manner the most important thing is to understand the
need and requirement of the consumers and what the competitors are providing and using which
strategies for the consumers. This way Harvey Nichols bar and brasserie will be able to position
the goods and services in much better manner as compared to their competitors.
Relationship management strategy- this is also an important strategy in managing market
communication. This is because if the company will have good and effective relation with others
then people will like the fact that company deals with the consumers in more good and effective
manner. For the managing of effective relation with consumer Harvey Nichols bar and brasserie
uses the concept of customer relationship management (CRM). This CRM is an integrated
system which helps the company in managing all the consumer and data relating to the
consumers (Foster, 2018). This is a software system which will assist Harvey Nichols bar and
brasserie in interacting with the consumer and to maintain consumer relation tracking sales,
marketing, delivering goods and services to the consumer in the intended manner in which they

require. Hence, this is the best method for Harvey Nichols bar and brasserie in promoting and
marketing the goods and services of the company in this highly competitive market (Rossmann,
2019).
Interaction with consumer- this is another major strategy which will be helpful for
Harvey Nichols bar and brasserie because the feedback of the consumer is very important for the
success of the company. This is majorly because of the fact that the consumers are the ultimate
people who decide that whether the company and the goods and services being provided by the
company is worth or not. Hence, this feedback being taken from the consumer and this will help
the company in knowing the areas in which the food products of the company are lacking and
what are the ways in which the company can improve the problem areas of the consumers.
Development of integrated marketing strategies
The business environment in this highly globalised world the competition is very high
and intense. Hence, for getting success the most important thing here is the marketing because
there are many companies dealing in same kind of product and services and the only
differentiating point is the marketing strategies being used by the company. Thus, the major
reason for using these marketing strategies is that this will increase the working efficiency and
the market share of the company to a great extent. The major strategies to be used by the
company for gaining competitive position and high market share are as follows-
Advertisement- this is a method of marketing and promoting the goods and services
being provided by the company. Under this method the Harvey Nichols bar and brasserie
advertises the goods and services in form of printed media like newspaper, television, radio and
many other related advertisement sources.
 Objectives- the major objective of this strategy of marketing is to have a high reach of
consumer at a single investment. Also, this method is very affordable and does not
involve much of the investment and covers a large segment of consumers with a single
advertisement.
 Strategy- the strategy here is the advertise all the service being given in the bar and
brasserie like the timings of the bar and brasserie opening on normal days and weekends
(Lo Presti and Marino, 2019). Also, the advertisement also highlight all the dishes and
menu being provided to the consumers like A La Carte menu, private menu dishes,
brunches and their details and many other related product being provided un the bar and

brasserie. This all will be advertised with help of television advertisement and publishing
of pamphlets.
Sales promotion- this is a type of marketing strategy which is aimed at consumer and the
way the goods and services are being distributed to them. This includes giving of some extra
benefits or advantages in order to attract the consumer to come to the place and have food and
drinks.
 Objectives- the major objective of using sales promotion as a marketing strategy is to
increase the demand of the consumers and to attract the potential consumers and to
increase the size of market share and to attract new consumer and retain existing
consumers.
 Strategy- there are various kinds of strategies pertaining to sales promotion which the
company can use for boosting up the sales of company. The major sales promotion
strategy being used by the Harvey Nichols bar and brasserie is the giving of some festive
discount and gift vouchers to the consumer coming to the place. This is a good sales
promotion strategy because this attracts a large number of consumers to come to brasserie
and bar of Harvey Nichols and also influences new and potential consumers to come
(Bajracharya and Shrestha, 2019).
Personal selling- this is a good strategy of promoting the goods and services of the bar
and brassierie of Harvey Nichols. Under this method the sales person personally go and sells the
goods and services in the market or to the consumers. This is a good marketing strategy as here
the sales person can direct interact with the consumer and can read the expression and reaction of
the consumers towards the goods and services.
 Objectives- the most important objective of using personal selling as a marketing strategy
is the creation of interest of employees and building product awareness. This is the major
objective because of the fact that when sales person will directly interact with consumer
then they will be able to influence the consumer to a great extent and this will result in
increase in the consumer for Harvey Nichols.
 Strategy- the major personal selling strategy being used by the brasserie and bar of
Harvey Nichols is to greet the consumer themselves and then provide a detailed menu to
the consumer where the dishes will be having self- explanation that what is there in it.
Also, the waiters and managers will be there at the time when the consumer orders to

food so that if consumer have any problem or query then it will be solved at that
particular time only. Thus, this personal interaction will attract more of the new and
potential consumers (Action, 2018).
Sponsorship- this is also a major strategy of marketing the goods and services of
company within the highly competitive market. This is majorly because of the reason that under
this method the company sponsor some events which are related to social cause and betterment
of the society. This is so because of the fact that this addition in the social cause will attract
more of the consumer to go to the place and use the product and services of company.
 Objectives- the major objective of using sponsorship as a marketing strategy is that this
will increase the goodwill of the company within the highly competitive market. Also,
another major objective of this strategy is that this will also benefit the society as all these
sponsorships are done in the betterment activities of the society.
 Strategy- the major strategy being used under the sponsorship marketing strategy is to
focus in reducing the wastage of food products and to use all the organic and healthy food
product ingredients within the dishes. Also, the Harvey Nichols bar and brasserie invest
much amount in the managing of CSR activities and all these activities help in the
development and betterment of the society as a whole.
Social media marketing- this is the most latest and advanced marketing strategy which is
very helpful for the company in managing the goods and services of company. Under this
method the company advertises all the product and services being provided by the company with
help of social media platforms like facebook, Twitter, Instagram and many other different social
media platforms. This is the most advanced option of marketing as all the people are busy over
using the internet and these social media websites.
 Objectives- the major objective of this strategy of marketing for Harvey Nichols bar and
brasserie is to attract more of the consumer towards the product and services of the
company. Another major objective of this method or strategy is to connect all the
consumer and stakeholders of the company with one another with just one click (Pepin,
2019).
 Strategy- here the major strategy of using the social media advertisement is includes
drafting of the advertisement including all the features of the goods and services being
provided by the Harvey Nichols bar and brasserie and then posting that advertisement via

all the different social media platforms. This is beneficial for the bar and brasserie of
Harvey Nichols because this involves very low investment and this covers a large
segment of the population (Joseph, 2017). This is so because of the fact that latest trend
in the market is the use of internet and these social media platforms for interaction and
passing on of information. With help of this method Harvey Nichols bar and brasserie
conducts a market research and takes the feedback and reviews of the consumer via these
social media platforms.
Hence, in the end it can be said that use of all these strategies will help the company in managing
the work of the company. Thus, this will assist the Harvey Nichols bars and brasserie in
increasing their sales and the number of consumer to a great extent. Also, all these strategies will
assist the company in managing and facing the competition within the highly globalized market.
Budget
This is the most important thing in the marketing communication plan. The budget is
defined as the estimation of the amount of money which will be involved when the company will
work on promoting the goods and services of the company. The budget gives an idea to Harvey
Nichols bars and Brasserie that how much money can be used in order to market the goods and
services within the highly competitive market. The budget for marketing plan of Harvey Nichols
bar and brasserie is as follows-
Activity Cost
Advertisement $45
Sales promotion $50
Personal selling $40
Sponsorship $55
Social media advertising $70
Total $250
Hence, when the company Harvey Nichols bar and brasserie uses the above mentioned
marketing strategies then the estimated budget for the company will be approximately $250.

Implementation of marketing communication strategy
This is also an important and crucial step in the management and implementation of the
marketing plan used in the promotion of goods and services in the highly competitive market.
The implementation includes the strategies of applying the planned strategies and methods of
marketing the goods and services of company. Hence, this implementation phase is the one
which ensures that whether the though strategies are being applied within the same planned
manner or not. If not then it is the duty of the company to take corrective action in order to
manage the marketing strategies of the company so that they can face the competition. The
implementation of the plan is very necessary for Harvey Nichols bar and brassaerie is very
necessary as this implementation will ensure that the plan is being implemented in the same
manner as it was thought by the company.
Monitoring and evaluation
This is the most crucial and important step in the success of the plan as this stage relates
to the monitoring of all the steps being though and selected. The monitoring and evaluation is
defined as the step in which the person oversees the fact that all the though strategies are being
followed in the same manner or not (Gupta, 2019). This is very important step as if the strategies
and methods will not be used in the same manner then this will not result in the same manner
which was thought. Hence, this is the only and most crucial step in the proper management and
implementation of the whole project and plan. Thus, for this the Harvey Nichols bar and
brasserie can use the following methods for monitoring and evaluation of the activities of plan.
Setting high standard- this is the most common and basic method of monitoring wherein
the company set standard of working. Thus, when the standards are set high then this motivates
the employees of company to work in more effective manner so that these standards can be
attained. These standards are set high and this is done to ensure that the work is done for at least
the required level. Also, Harvey Nichols bar and brasserie must attach some of the rewards with
these standards that if these standards are attained then they will provide for some rewards and
this will motivate the employees to work even much harder.
Benchmarking- this is another major method through which Harvey Nichols brasserie
and bar as this will help the company in getting the knowledge of the competitive position of the
company. This is majorly because of the fact that in benchmarking the company compares the
product and services of the company with the services being provided by the other competitors.

This is majorly done because of the fact that this will help the company in knowing the fact that
where they stand in the competition and whether the product and services of the company will be
able to work in the competitive market (Confraria and Oliveira, 2017). Thus, this will help
Harvey Nichols bar and brasserie to know the policies and strategies being used by the other
competitors and to make their strategies in accordance with the strategies of the other
competitors.
CONCLUSION
In the end it is clear that communication is very essential for the success of the company.
This is majorly because of the fact that communication is defined as the sharing and exchange of
the ideas, thoughts, information and any other data from one person to another in the same way
as the sender want to send. Without communication not a single business or any business
function can be performed in successful manner. Thus, the most important thing is the effective
communication and marketing plan for the success of the company. The present report stated
about the plan for the Harvey Nichols bar and brasserie services being provided to the
consumers.
This report discussed all the steps used in the marketing plan of the services being
provided like fine dining, different types of menus and different kind of drinks, wine, cocktails
and many others. This plan started by defining the objectives of the plan and then deciding for
the target audience. After that development of different strategies was done and next the budget
for all these activities was finalised. In the end implementation of these steps and the monitoring
and evaluation of this entire step was done.

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