Marketing Management (BUS 504): IMC Strategy for Grill'd Burgers

This report delves into the development and implementation of an integrated marketing communication (IMC) strategy, focusing on the brand Grill'd healthy burger-Made with Love. The report begins with an introduction to IMC and its importance for organizations, particularly small and medium-sized businesses seeking global expansion. It then explores various marketing communication tools, including advertising, personal selling, sales promotion, public relations, direct marketing, and event sponsorship. The report identifies and describes the target customers, dividing them into key market segments based on geographic and demographic factors. It then analyzes different media options, such as television, radio, newspapers, magazines, and billboards, and proposes a new integrated marketing communication strategy, incorporating non-traditional mediums like social media, email marketing, and website promotion, alongside traditional methods. The report concludes by implementing a digital marketing communication strategy, highlighting the importance of online channels for brand promotion and customer engagement. The report emphasizes the importance of IMC in building brand awareness, attracting customers, and achieving business objectives.

Ruining Head: MARKETING MANAGEMENT
MARKETING MANAGEMENT

MARKETING MANAGEMENT 2
Table of Contents
Introduction...........................................................................................................................................3
Marketing communication strategy.......................................................................................................3
Advertising........................................................................................................................................4
Personal Selling.................................................................................................................................4
Sales Promotion.................................................................................................................................4
Public relations..................................................................................................................................5
Direct marketing................................................................................................................................5
Event sponsorship..............................................................................................................................6
Identify and describe the customers and divide them into the key market segment...............................6
Television and radio......................................................................................................................7
Newspaper, magazine, and pamphlets,..........................................................................................7
Bill boards.....................................................................................................................................8
Develop a new integrated marketing communication strategy for the selected brand............................8
Non-traditional mediums...................................................................................................................8
Social media..................................................................................................................................8
Email marketing............................................................................................................................8
Website promotion........................................................................................................................9
Traditional Mediums.........................................................................................................................9
Implement a digital marketing communication strategy......................................................................10
Conclusion...........................................................................................................................................13
References...........................................................................................................................................15

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Introduction
IMC (Integrated marketing communication) is an imperative technique for the organization
as it is practiced by the domestic as well as the multinational organization. It could be
effective for transferring data from the organizationtotheir specified stakeholders. Moreover,
it is examined that this plan will consider communication strategy media mix and strategies
for implementing such mediums (Shaw, 2016). The primary aim of IMC plan will be meet by
systematic set up of Grill'd healthy burger-Made with Love. In addition, it is examined that
Grill'd healthy burger-Made with Love is brand of Small and medium-sized business. This
organization has planned to enlarge their business ay global level. Moreover, it is also
examined organization could imply effective promotional tools and techniques and
implement in the integrated marketing communication plan for increasing possibilities of
getting higher competitive benefits. Integrated communication plan could be imperative for
gaining their desired goals together with making a favorable relationship with their targeted
audience. The role of integrated marketing communication plan is effective for attracting the
domestic as well as global level clients in the context of getting higher competitive benefits
(Sargeant & Macquillin, 2016).
Marketing communication strategy
Marketing of communication strategy is practiced for spreading knowledge of brand among a
huge number of consumers. Moreover, marketing communication could support the firm to
obtain higher competitive benefits. A communication mix is an effective tool for promoting
goods and services of organizational goods and services together with an innovative message
for accomplishing the aim and objectives of the firm (Marshall, 2014). It could consider
many components that could be considered by the firm to operate their business as it is
discussed as below:

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Advertising
The advertisement tool leads the organization to make a reliable decision with respect to the
current situation of the firm. It is the best method of communicating as it permits the
organization to spread awareness among specified consumers to accomplish their desired
goal. It also supports the firm to increase their consumer base, profitability, and revenue. It
will supports firm to obtain higher competitive benefits (Chernev, 2018). The organization
could use an advertising method to increase the sale of goods and services in limited time and
cost. In addition, it is evaluated that advertising could be imperative for getting a higher
outcome. These methods are named traditional and non-traditional communication methods.
In addition, it is also examined that effective methods will be practiced for increasing
knowledge with respect to the desired goals and objectives (Luxton, Reid, & Mavondo,
2015)..
Personal Selling
Personal selling could be imperative for selling their goods and services. In addition, it is
examined that direct marketing could be imperative for accomplishing the aim and objectives
of the firm. For improving the performance of the organization,the firm could use advertising
and make a favorable decision. Moreover, it is also examined that the advertisement could be
imperative for the accomplishment of the desired goal in the least time. It could lead togetting
reliable outcome by improving the quality of goods and services of the organization (Belch,
Belch, Kerr, & Powell, 2014).
Sales Promotion
Sales promotion could also be another tool and techniques that are practiced by companies to
increase their goods and services. With regards to this, they analyze their competitors’
strategies and on that basis, new products are designed in order to acquire their customer
share which ultimately results in enhancing sales of the organization. In addition, it is

MARKETING MANAGEMENT 5
evaluated that the organization could use the appropriate interest rate for launching their new
investment. Moreover, it is examined that suitable investment scheme could be imperative for
increasing the profitability, sales, and revenue. In addition, it is examined that the
organization could boost their performance in the least time and cost by targeting consumers
(Luxton, Reid, & Mavondo, 2015).
Public relations
It is a significant approach to retain its potential and current customers and targeting the
segments of new customers. It is required to improve the organisational performance and
creates certain kinds of reliability between target audiences. With respect to setting public
relations, Grill’d a healthy burger- made with love will initiate customer centric products and
services and these would be endorsed via mass media and effective messages. The rationale
of developing strong public relations is to obtain the expected goals and increasing the
competitive benefits in the targeted market (Belch, Belch, Kerr, & Powell, 2014).
Direct marketing
It is significant integration of personal selling with sales promotion. This practice is being
activated while a consumer demonstrates certain extent of interest in the products and
services of company. Hence, Grill’d a healthy burger- made with love is engaged in offering
quality healthy burgers to its customers. It focuses on targeted customers who will show their
interest in their new products and services and for this, it would directly approach to
employees of restaurant who will convert interest of customers into sales. Email marketing is
significant element that could be practiced to deliver the effective message to targeted
consumers who demonstrated their interest in the organisational products with services
(Luxton, Reid, & Mavondo, 2015).

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Event sponsorship
It is additional element of the communication strategy mix however as per the latest trend in
the marketplace, event sponsorship is significant strategy to promote the Grill’d a healthy
burger- made with love. Event sponsorship involves entertainment, sports events, corporate
events and not for profit events. Grill’d a healthy burger- made with love will sponsor
Australian cricket team that plays at the international with domestic level. Thus, spreading
the awareness is key motive of communication strategy that could be easily done with the
support of sponsoring events (Chernev, 2018).
Identify and describe the customers and divide them into the key market segment
Market segmentation
Geographic
(Sources: Valos, Haji Habibi, Casidy, Driesener, & Maplestone, 2016).
Grill'd healthy burger-Made with Love operates in the different area of Australia. In addition,
it is examined that the organization could mainly focus on the urban area people to deliver
their goods and services as it would be effective for getting higher outcomes.
Demographics: Age

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(Sources: Valos, Haji Habibi, Casidy, Driesener, & Maplestone, 2016).
For delivering a burger, the organization could concentrate on the age group of 11-35 years of
consumers in the least time and cost. It could mainly concentrate on 19-27 years of consumer
purchasing purpose.
Selection of favorite media
Television and radio
Television and radio is an imperative tool for increasing awareness of goods and services of
the firm. This method could lead the organization to attract a huge number of consumers
towards the brands of the organization. Television and radio are tools that are practiced to
endorse the goods and services of the firmin the least time and cost. In addition, it is also
examined that television and radio could assist the organization to use suitable content and
specified their consumers to make their brand image among a huge number of consumers. As
a result, it would be imperative for accomplishing the positive outcome (Valos, Haji Habibi,
Casidy, Driesener, & Maplestone, 2016).
Newspaper, magazine, and pamphlets,
Newspapers, magazine, and pamphlets could be imperative for the accomplishment of
organizational goal by endorsing goods and services of the firm. In addition, it is evaluated
that this method could also lead the firm to attract local consumer of products and services
(Ashley & Tuten, 2015). In addition, it is also examined that medium will support the firm to
spread knowledge of products and services among a huge number of consumers (Šerić, Gil-

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Saura, & Ruiz-Molina, 2014). Moreover, the organization could use mouth-to-mouth
awareness about products and services of the firm.
Bill boards
Billboards could be practiced for the application of setting a suitable brand image amongst
specified task. Moreover, this method is imperative for sharing the content of new goods and
services produced by the company but it is suitable to promote their brand image and slogan
between the consumers (Fill & Turnbull, 2016).
Develop a new integrated marketing communication strategy for the selected brand
Non-traditional mediums
It is a moderntechnology that could be used by Grill’d a healthy burger- made with love
because there are high numbers of digital media users as compared to the traditional mode of
marketing. By using the technology and internet, customers can gain their awareness before
purchasing the product of Grill’d healthy burger.
Social media
A social media channel is a key channel to endorse the products with services and aids in the
business operation. There are different platforms of social media such as Twitter Facebook,
Instagram, and Snapchat (Bowie, Buttle, Brookes, & Mariussen, 2016). Facebook was
established in the period of 2004 and since then, there are about 2.6 billion of people highly
using Facebook that is almost one-fourth of the total population of the globe (Carroll,
2015). Thus, Grill’d healthy burger- made with love will practice these platforms because
these are cheaper and also beneficial in terms of creating the base of customers. It will also
aid to obtain sustainable development and growth.
Email marketing
Email marketing is another technique of communication and marketing channel by which a
company can target the customer individually. Grill’d healthy burger- made would be

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competent to endorse their healthy burger by introducing the sales discount. This would aid
the company to increase the base of consumers and market share in both the global and
domestic market (Tomše & Snoj, 2014).
Website promotion
It would be another significant source of endorsing the Grill’da healthy burger- made as the
promotion of their new services would be performed directly through the official websites. It
would be quite inexpensive as compared to other channels. Since, there is a number of users
who can access the official website on daily basis for gaining knowledge about the healthy
burger and for applicable services. Therefore, the company would target the current and new
customer segments via website promotion platforms as it would improve demand for their
new facilities (Isaenko & Tarasov, 2014).
In addition, there are several digital and online channels that could be practiced with the
intention of endorsing the healthy burger products between the current and new markets.
These channels are beneficial to make the managerial integrated marketing communication
plan. The primary goal of the company is to make IMC plan as it would aid to create the
customer base and increases the revenue and profitability (Yadav & Pavlou, 2014). It would
also aid to improve the performance of the business and also aids to gain competitive
benefits. Therefore, the practice of digital channel helps to make the right decision about the
company (Mariotti, & Glackin, 2015).
Traditional Mediums
Traditional mode is not in trend however, these are beneficial as every channel has its own
significance and target audience. Every market is an integration of healthy lifestyle customer
segment and each segment of customer needs to be targeted via different promotional
techniques (Jugenheimer, Sheehan, & Kelley, 2015). Traditional mode involves the
newspaper, radio, magazines, and board hoarding. By using these platform, Grill’d healthy

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burger- made brand would be able to target the 45-75 aged customer due to reliability level is
more onto the tradition channels as compared to digital media and social media (Bacile, &
Swilley, 2014).
Apart from these channel, Grill’d healthy burger- made brand can use other promotional and
other marketing techniques like event sponsorship with the goal of developing the brand
image between the target audience. These are much effective technique for creating an
integrated marketing communication plan. It is significant for an organisation to choose the
mode of promotion with advertisement in a significant way as it would aid to accomplish the
aim and objectives. With respect to this, Grill’d healthy burger- made brand can focuses more
on non-traditional promotional channels as compared to traditional channels because o high
use of digital mode of promotion. Since, these modes are cost-effective and high effective in
case of reachability (Tomše & Snoj, 2014).
Implement a digital marketing communication strategy
Action/
Tool
Objective Target Timing Respons
ibility
Detail /
Integration
Progress
Twitter To increase the
number of
followers.
To follow
backthe numbers
of followers on
twitter
1-3 posts
on every
day
2 weeks Marketi
ng
manager
It assures that
their content
should be
reliable
39% page
completion
Facebo
ok
To increase the
possibilities of
Wordpres
s blog,
2 weeks Marketi
ng
It could lead
to describe
45%
favorable

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&Insta
gram
getting positive
feedback on the
web page
Facebook
news
feed,
Facebook
platform
manager firm and
assure the
across
platforms
stability(Bacil
e, &Swilley,
2014).
The
organization
could consider
like and
comment with
the suitable
posts.
reviews
YouTu
be
To use the
consumer
recommendation
To provide
reliable
instruction
forgoods and
To
increase
the
awarenes
s about
more
customer
15 days Marketi
ng
manager
Tools and
techniques
could be
imperative to
gain an
understanding
of the
products and
24% of
suitable
reviews by
videos and
20,000
comments.

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services.
To develop
holiday video
towards the
goods and
services.
s
To
increase
likes and
comment
s on the
video
services.
Furthermore,
the
organization
could use the
email method
to attract
consumers
(Shaw,
2016).
SEM To enhance the
brand
strengthened
To increase the
knowledge about
particular goods
and services.
To increase the
visiting for
getting a
favorable
outcome.
To
increase
the sale
of goods
and
services
15 days Marketi
ng
manager
To practice
available
resources for
creating and
making
reliable
content blogs
(Batra&
Keller, 2016).
Sprout
social