Integrated Marketing Communication Plan: Harvey Nichols Birmingham

This report details an integrated marketing communication (IMC) plan for Harvey Nichols Birmingham Brasserie and Bar, starting with an introduction to IMC and its application. It presents a context analysis, including SWOT and PESTLE analyses to understand the macro and micro environments. The report defines marketing and communication objectives, followed by a customer-oriented marketing communication strategy leveraging CRM and push/pull marketing. A coordinated communication mix is outlined, covering tools like advertising, personal selling, and direct marketing, along with content and media strategies. The report also addresses resource allocation, scheduling, implementation, and evaluation, concluding with a summary of the plan's key elements. The report aims to increase awareness, footfall, and sales through a comprehensive IMC approach.

Integrated Marketing
Communication

Table of Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
Context Analysis..............................................................................................................................3
Macro Environmental Analysis...................................................................................................4
Micro Environmental Analysis....................................................................................................5
Marketing and Communication Objectives.....................................................................................7
Marketing Communications Strategy..............................................................................................7
Coordinated Communication Mix (Tools, media and content).......................................................8
Marketing Communication Tools................................................................................................8
Marketing Communication Content..........................................................................................10
Marketing Communication Media.............................................................................................10
Resources (Human and Financial) along with Scheduling according to objectives......................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Integrated marketing communication can be referred to as the concept whereby an
organisation accumulates and sets a link between its channels of communication in order to
deliver a clear as well as strong message to the audience at large (Amankwah-Amoah, Boso and
Debrah, 2018). This process makes use of a number of innovative techniques and ways through
which target audience can be effectively reached and the message of the entity can be delivered
to them to persuade them to make a purchase of the offerings rendered by organisation in market
place.
The below mentioned project is based on Harvey Nichols Birmingham Brasserie and Bar
which is a renowned and award winning restaurant offering premium food as well as wines with
excellent offers. This entity is based in Birmingham, United Kingdom. The following project
consists of context analysis whereby SWOT and PESTLE analysis of the organisation is
presented. Further, it consists of short and long term marketing and communication objectives.
Other than this, it contains marketing communications strategy along with coordinated
communication mix which is composed of media, channels and tools. Lastly, it contains
resources, scheduling, implementation, evaluation and control.
Main Body
Harvey Nichols Birmingham Brasserie and Bar is making an integrated marketing
communication plan. This plan consists of certain elements which are briefly explained as
follows:-
Context Analysis
Integrated marketing communication can be seen as a process whereby all kinds of marketing
approaches, tools, techniques and resources are integrated by a brand that magnifies the
influence placed by an organisation upon the mindsets of customers. In light of marketing
communication plan, it is important for a company to take into account the context in which a
business functions. This implies the surroundings or in other words the environment within the
confines of which an organisation runs its operations (Armstrong and et. al., 2015). This provides
assistance to a corporation in taking into account the opportunities as well as threats that the
internal as well as external environment holds for the company. As a result of this, the entity can
take measures through which opportunities can be effectively leveraged in light of marketing

communication while the threats can be timely overcome so as to reduce the damage caused to
the business operations of the company. With respect to this, it has been analysed that Harvey
Nichols Birmingham Brasserie and Bar is a fine dining restaurant which is devising an integrated
marketing communication plan. For this purpose, the management of the entity realises the
significance of taking into due consideration the macro and micro environment. This is being
researched in order to select, create and implement strategies in accordance with both, while
keeping into consideration the resources as well as capability of the corporation.
Macro Environmental Analysis
It is essential for a company to constantly screen its external environment in order to
identify the opportunities and threats associated with it (Anwar, 2019). Looking upon the same,
the management of Harvey Nichols Birmingham Brasserie and Bar is making use of an external
analysis framework named PESLTE. This will acquaint the organisation with the macro
environmental situations so that it can select the marketing communications tools and strategies
accordingly.
PESTLE
This is a widely used strategic management model for screening the external
environment. Thus, the PESTLE analysis of Harvey Nichols Birmingham Brasserie and Bar is
presented as follows:-
Variable Construct
Political The politically stable and strong state of UK support the growth and
development of restaurant bars such as Harvey Nichols Birmingham
Brasserie and Bar.
Economical The developed conditions of the country support the growth and
development of Harvey Nichols Birmingham Brasserie and Bar. It
provides the company with infrastructural facilities to build up an
appealing premise wherein customers can be persuaded to visit and
consume the offerings of the organisation.
Social The online ordering trend is on splurge nowadays. Thus, the entity can
concentrate upon this feature after launching it in their marketing
communications channels and media. Further, the binge drinking culture

is in trend in UK which creates demand for the offerings of Harvey
Nichols Birmingham Brasserie and Bar.
Technological The technologically advanced market in United Kingdom provides
Harvey Nichols Birmingham Brasserie and Bar with an opportunity to
make use of innovative and unique marketing channels through which the
entity can gain the attention of public at large (Bianchi and Mathews,
2016). The entity is making use of social media to reach to a larger base in
short span of time.
Legal There are several laws that should be followed by the concerned company
to sustain in UK market in the long run. Harvey Nichols Birmingham
Brasserie and Bar should ensure that it does not create an ad or market any
message which is not actually preached by the entity.
Environmental There is a constant pressure inflicted upon the organisations to act in the
interest of environment so as to gain support from public as well as
government. However, this would lead to an increment in overall cost of
operations.
Micro Environmental Analysis
Besides the macro environmental analysis, screening the micro environment is also
equally significant for a corporation (Czinkota and Ronkainen, 2013). This renders a chance to
the entity to work upon its weaknesses and threats by capitalising upon the strengths as well as
opportunities. In this relation, it is identified that the stipulation of integrated marketing
communication plan for Harvey Nichols Birmingham Brasserie and Bar would require the
management of the company to undergo an internal analysis. For this purpose, the entity is
making use of SWOT analysis as follows:-
SWOT
This is a strategic management model which is used by companies across the globe with
a view to carry out the internal analysis. In this relation, the management of The Harvey Nichols
Birmingham Brasserie and Bar is also using SWOT analysis to identify the strengths and
opportunities of the company which can help in combating weaknesses as well as business

threats. Thus, the SWOT of The Harvey Nichols Birmingham Brasserie and Bar is given as
underneath:-
Strengths The Brasserie of this company offers flexible, premium, casual and all day
dining facilities. The Brasserie of The Harvey Nichols is acknowledged to be
one whereby items are served within the confines of stylish vicinity. It has a
seasonal menu which offers excellent flavoured, sourced from local region
items which possess the capability of gaining the attention of large number
of individuals. The choice of relaxing within leather banquette booths,
dining at the table of Chef or opting in for a secluded dining experience
within a Private dining room lies in the hands of customers visiting the
premises. Apart from this, the bar of The Harvey Nichols is appealing and
consists of wide variety of choices for an astute drinker, brew lover along
with wine enthusiast. The customers have the choice of bringing high back
velvet chair up to the premise of the bar or select to experience the leather
banquette. The bar of The Harvey Nichols consists of an exclusive variety of
spirit, cocktail, wine along with a number of dishes to complement with,
from the Brasserie. Thus, it can be said that the biggest strength of this entity
lies in its wide product portfolio along with its flawless customer services.
Weaknesses Although the offerings of The Harvey Nichols Birmingham Brasserie and
Bar are of supreme quality and cannot be easily replaced, the entity lacks
behind many of its rivals owing to its weak marketing initiatives. The entity
has been extensively spending funds within product development processes
and the incorporation of innovation and creativity within the same (Joshi,
2012). However, it is not undertaking the measures through which awareness
of such offerings can reach to its customers. This is acting as a weakness for
the company.
Opportunities This company has the opportunity to tap into other emerging markets with
the help of which it can significantly facilitate the enhancement of its current
market positioning. Also, this will lead to increment in revenues and profits
for The Harvey Nichols Birmingham Brasserie and Bar. Further, another
opportunity available with the organisation is to enhance the system of

trading in incentives in order to appeal to a larger base of customer and pull
their attention towards the supreme quality offerings of the entity. Also, the
entity has the opportunity to adopt innovative techniques and ways through
which a networking can be set with the audience, thereby retaining them for
a long period of time.
Threats The biggest threat for The Harvey Nichols Birmingham Brasserie and Bar is
the rising competition within the confines of restaurant bar sector. This
industry consists of a large number of market players which possess the
potential as well as the capability to outshine other entities operating within
the same corporate sector (Kienzler and Kowalkowski, 2017). Some of the
most renowned names of companies which can pose threat to the existence
of The Harvey Nichols Birmingham Brasserie and Bar include The Button
Factory, The Botanist, Marco Pierre White Steakhouse Bar & Grill,
Purecraft Bar And Kitchen, Gas Street Social, Bodega, Fumo, Spotlight and
many more.
Marketing and Communication Objectives
The marketing and communication objectives laid down by The Harvey Nichols
Birmingham Brasserie and Bar are as follows:-
“To increase awareness of Harvey Nichols Birmingham Brasserie and Bar by 25% in
next 6 months by launching integrated marketing communication plan”
“To enhance footfall and sales into The Harvey Nichols Birmingham Brasserie by 10% in
next 6 months by leveraging marketing communication mix”
“To inflate footfall and sales into The Harvey Nichols Birmingham Bar by 12% in
upcoming 6 months by capitalising on social media marketing”
Marketing Communications Strategy
Customer Oriented
The Harvey Nichols Birmingham Brasserie and Bar is adopting a customer centric
approach with a view to ensure that its marketing communication objectives get met within a

time span of 6 months. By adopting this approach, the entity is intending to build a loyal
customer base and retain them for a long period of time in future context.
CRM App
The Harvey Nichols Birmingham Brasserie and Bar is leveraging the use of Customer
Relationship Management application in order to appeal to customers in an effective manner and
gain their attention towards the offerings of company. This app is an effective way adopted by
the concerned organisation to set interaction with the customers prevailing at market place and
make them aware of the offerings provided by Harvey Nichols Birmingham Brasserie and Bar in
the confines of United Kingdom. Through this, the entity can create an impeccable experience
for its loyal customers by giving them special discounts and offers on repeat visits. Thus, this
will aid the entity in increasing its sales and footfall in due course of time.
Push and Pull Marketing
Push marketing means that the organisation is trying to promote a specific product to an
audience that it finds to be relevant. On the other hand, Pull marketing implies that organisation
implements a strategy that will draw the attention of individuals towards its products, thereby
creating loyal customers. In this regard, Harvey Nichols Birmingham Brasserie and Bar is
making use of pull marketing whereby it is leveraging the usage of coordinated communication
comprising of tools, media and content explained in detailed manner beneath.
Coordinated Communication Mix (Tools, media and content)
Marketing Communication Tools
Marketing communication mix is determined as the effective methods that are adopted by
businesses in order to enhance their brand awareness among customers and maximise sales
performance of the company which leads to enhancement of profitability. The respective
communication mix method include five tools that are Advertising, personal selling and direct
marketing, discounts and promotions, public relations and messaging, direct marketing to
targeted customers. With reference to Harvey Nichol’s Bar & Brasserie, it can be said that the
respected manager of the company focuses on making use of this method in order to enhance its
predetermined objectives and attaining in adequate manner. All the elements of marketing mix
are explained below:

Advertising: Advertising is determined as the effective method through which business
organisation effectively promotes their product and services among customers in adequate
manner. The respective method also states that how effectively business organisation express
themselves among the targeted customers in lucrative form. With reference to Harvey Nichol’s
Bar & Brasserie, the respective company makes use of paid messages, print publications, website
based promotions and other methods executed with the payment mode in order to reach
maximum number of customers in adequate manner.
Personal selling and direct marketing: This element is mainly associated with direct
marketing method which simply means that business organisation focuses on enhancing its sales
performance by enhancing their interaction with the proposed customers at direct level. With
reference to Harvey Nichol’s Bar & Brasserie, it has been analysed that its marketing manager
emphasizes on promoting its high quality services and distinguish product range to its customers
in order to attract them at extensive level. Uses of this method help company in attracting
maximum number of customers. This directly results in the enhancement of footfall within the
restaurant which raises its sales performance as well as profitability in adequate manner.
Discounts and promotions: Discounts and promotions are also determined as the
effective method that is adopted by business organisation in order to attract maximum number of
customers towards them within the lesser time frame. Sales promotions are the offers that are
provided to the customers who visits the actual store. With reference to Harvey Nichol’s Bar &
Brasserie, its respected manager effectively makes use of coupons, percent off, combos, deals
and additional rebates for its customers. These promotions basically takes place in the form of
coupon mailers, promotional code released through social media and many other forms. It can be
said that usage of this communication tool is helpful for the company in increasing revenue
within the company with extra sales, attracting more number of new customers and also provides
support in clearing its extra inventory in appropriate manner.
Public relations and messaging: This method is mainly looks like advertising in which
specific PR manager of the company focuses on communicating with the mass media and
develops positive image of the company in front of customers as well as marketplace. In context
of Harvey Nichol’s Bar & Brasserie, business manager of the company allocates specific fund to
the marketing manager who effectively makes use of the allotted money in marketing activities
like newspaper advertisement, media coverage and other events through which they can

effectively promote product and services of their company effectively among the customers.
Incorporation of this method helps business manager of in enhancing their brand image at
marketplace and also supports them in attaining predetermined sales target within Birmingham.
Direct marketing to targeted customers: This element is basically seen as the
collaboration of two methods that is sales promotion as well as personal selling. It can be seen in
the form of interactive communication with the customers in which business manager of the
company focuses on conveying their messages to the targeted customers. In this method, direct
mails and messages are send to the targeted customers in order to aware them about the special
offers, new product launch, limited deals etc. With reference to Harvey Nichol’s Bar &
Brasserie, it has been analysed that the respected manager of the company makes use of already
stored data of customers as well as other contact details of the proposed customers in order to
aware them about the latest launches and other attractive information which will directly
influence them to visit the respective store and also enhance their frequent visit to the same
restaurant at continuous basis. This directly enhances sales performance of the company and
supports them in improvising their profitability with the higher revenue.
On the basis of above specified information that is several elements of the marketing
communication mix, it can be said that the Harvey Nichol’s Bar & Brasserie makes use of these
method according to the core requirement of the company and also helps them out in
improvising their sales performance as well as profitability in rapid manner.
Marketing Communication Content
Harvey Nichols Birmingham Brasserie and Bar is developing rational content rather than
emotional one as it is dealing in bar sector. This industry is usually alleged to be breaching laws
and ethics quite frequently and thus customers at times get afraid to visit premises whereby there
is a bar. Thus, Harvey Nichols Birmingham Brasserie and Bar targets the attention of audience
by developing rational content that can significantly appeal to them and make them stay
connected with the restaurant bar for a long period of time.
Marketing Communication Media
Marketing communication media used by an organisation should be such that it can appeal to a
large base of audience in a quick time period. In this regard, Harvey Nichols Birmingham
Brasserie and Bar is making use of 3 types of media, namely, Social Media, Print and Broadcast.

Social Media provides better ROI to the business, it all depends upon the audience satisfaction
from the product. Customers appreciate the fact that when they post comments on the company’s
page, they receive a human reply rather than a computerized message. To retain customer
through social media platform, Harvey Nichols Birmingham Brasserie and Bar try to fulfil their
desires as brand loyalty and customer satisfaction play a major role, but it all come downs to
communication. Customer is keen to get original content which helps them to build a true image
of the company in their minds. Continuous connecting to customers is sign of that business is
taking care of the clients as well as their needs. Social Media also intends to reach as much
audience as possible to inflate the revenues as well as profits. The more the organisation
communicates with its audience, the more it is able to facilitate the conversion of leads.
Moreover, the communication and engagement with customer is one way to win their attention
as well to convey them brand information and what message the entity is striving to provide.
Further, print and broadcast media will also allow Harvey Nichols Birmingham Brasserie and
Bar to gain the attention of large number of individuals.
Resources (Human and Financial) along with Scheduling according to
objectives
Resources are the prerequisite for conducting any kind of business activity. In this regard, while
devising and implementing the integrated marketing communication plan, the entity takes into
account the availability of resources in order to ensure success in terms of achievement of the
objectives set at the beginning of the plan. Harvey Nichols Birmingham Brasserie and Bar is thus
scheduling the human resources and financial resources as per the marketing communication
objectives. This will make sure that the entity does not face any shortage in terms of human
resource requirements and funds.
Implementation, Evaluation and Control
Harvey Nichols Birmingham Brasserie and Bar is undertaking measures to carry out the
implementation of an integrated marketing communication plan. This plan is being implemented
by making use of marketing communication strategy and mix (tools, media and content). The
sole aim of implementing this plan is to achieve the objectives set at the start of this plan.
Besides this, the evaluation of this plan will be done through the application of Key Performance
Indicators and Benchmarking. Both of these are techniques which provide assistance to an entity

like Harvey Nichols Birmingham Brasserie and Bar to ensure that the implementation is aligned
with the achievement of goals and objectives laid down at the beginning of the integrated
marketing communication plan. After the evaluation of outcomes gained from integrated
marketing communication plan, Harvey Nichols Birmingham Brasserie and Bar will be able to
identify the deviation lying between the actual and desired results. The company will then take
measures to address this deviation by taking the corrective actions.
CONCLUSION
On the basis of above mentioned report, it can be said that integrated marketing communications
is regarded as an important part of each and every corporation as it provides assistance to the
organisation in setting a link with its audience. The intent of each and every brand while
undergoing the usage of integrated marketing communication is ensuring the consistency of the
content delivered to public together with the media taken into use for communicating the
content. This results in maximisation of revenues as well as profits for the corporation by
utilising least possible financial resources. Coordinated communication mix consists of media,
content and tools to gain the attention of people towards the brand. Social media is an effective
way of reaching out to audience in a rapid manner. It is a form of internet marketing whereby an
entity uses social media websites like Instagram, Facebook and so on as marketing tools. The
goal of this channel is to produce content that assists the company in increasing their overall
brand exposure and reaching out to the customers globally in an effective manner.