Marketing Management: Creative Strategies, IMC, and Contingency Plan

This report provides an analysis of creative marketing strategies and their impact on a firm's efficiency. It examines price skimming and market penetration pricing strategies, emphasizing their importance for overall success. The report also delves into the marketing communication mix, focusing on promotional activities tailored to elderly target customers, including social campaigns and special rebates. Key components include advertising, personal selling, sales promotion, public relations, and direct marketing. A campaign media budget is outlined, followed by a discussion of creative strategies such as introducing a buffet system and leveraging social media. The report also covers the IMC schedule and a contingency plan to address potential challenges, such as the failure of the market penetration pricing strategy, suggesting loyalty programs and diversification strategies like converting the restaurant into a bakery.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

MARKETING MANAGEMENT 1
Executive Summary
The report has thrown a light on analysis of the creative strategies which has helped in managing
the overall efficiency of the firm in an effective manner. The different kinds of price skimming
and market penetration pricing strategy have been taken into consideration which will be
beneficial for the overall success of the firm. Moreover, the marketing communication mix also
facilitates a better understanding regarding the new promotional activities. In this regard, as the
target customers are identified as the elderly people therefore different social campaigns for them
as well special rebates are also incorporated into the marketing plan.

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Table of Contents
1.0. Marketing communication mix.................................................................................................3
1.1 Advertising............................................................................................................................3
1.2 Personal selling......................................................................................................................3
1.3 Sales promotion.....................................................................................................................3
1.4 Public relation........................................................................................................................4
1.5 Direct marketing....................................................................................................................4
2.0 Campaign media budget............................................................................................................5
3.0. Creative Strategy......................................................................................................................6
4.0 IMC schedule.............................................................................................................................9
5.0. Contingency Plan....................................................................................................................10
References......................................................................................................................................12

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1.0. Marketing communication mix
1.1 Advertising
According to Terkan (2014) it can be argued that advertising is the fast and foremost
important element on which the organizations must keep their concerns. From that point of view,
it can be stated that it is important to implement some advertising planning at first. As far as the
restaurant company wants to keep its plan fix for the target customers at the age of 60-69
therefore the traditional advertising campaigns can be a beneficial move. In this context, de
Vries, Gensler and Leeflang (2017) opined that advertising on television and newspaper are
subjected to the traditional advertising methods. Therefore, the company must follow it.
1.2 Personal selling
As far as personal selling is concerned it is resembled with the concept of personal
presentation by the firm’s sales force in order to building customer relationship more effective
(Bolander et al., 2015). In response to this, the restaurant company must follow the order to deal
with personal selling approaches. There are two types of personal selling such as the outbound
technique and the inbound method. The company can choose both the techniques. The outbound
technique is related to the door to door selling or promoting the brand. On the other hand, the
inbound selling is comprised with the telemarketing (Hall, Ahearne & Sujan, 2015). Keeping in
mind about the growth and market capitalisation of the restaurant telemarketing will be the best
option because not only it reduces time but also the cost of the restaurant will be curtailed.
1.3 Sales promotion
In this regard, the sales promotion is a major factor for attracting new customers.
According to Kang, Tang and Fiore (2015) sales promotions are short-term benefits for the

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organizations to encourage the purchase or sales of the company. Moreover, for a limited period
of benefits the organizations generally follow this technique (Oladepo & Abimbola, 2015).
Henceforth, it will be a strategic advantage for the restaurant to initiate some promotional offers
in order to deal with the high competition. For an example, 30% offer in the half one hour or flat
50% offer on a specific day in a week can be creative and lucrative for the customers. Besides
this, promotional offers for the aged people will provide more advantage to the sales growth of
the company.
1.4 Public relation
According to Avidar (2017) public relation can build a better relationship between the
customers and the company. Therefore, the company can put some thrusts on the public relations
in terms of dealing organising social events for the aged people. It can be normal health
checkups or some recreational events that make the elderly people happy. Moreover, making
direct contacts with the elderly customers will provide the company advantages to maximise
target customers. As in his research, Silver & Shaw (2018) showed that the public relation is
considered to be a driven factor that enables the companies to make a good relationship with the
customers.
1.5 Direct marketing
As a matter of fat, direct relationship with the customers facilitate more information
regarding the behaviour and specifications of the customers. From that point of view, it is
important for the restaurant company to set some planning for fostering a better direct marketing
process.

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2.0 Campaign media budget
CAMPAIGN BUDGET
Month
1
Month
2
Month
3
Month
4
Month
5
TOTA
L
EXPENSES – INCOME
OUT
Office
Office rent and utilities 300 400 200 500 600 2000
Phones/credit 300 300 200 800 1000 2600
Internet Access 50 50 50 50 50 250
Coffee/Tea 30 20 20 40 90 200
Printing/Photocopying
Flyers/Leaflets 200 100 300 250 250 1100
Fundraising
Events 2400 500 1000 3000 6900
Customer Contact
Customer List 500 500
Canvassing (Door to Door) 150 100 100 300 650
Community engagement 200 200 200 600
Month
1
Month
2
Month
3
Month
4
Month
5
Media & Communication
Radio Ads 300 300

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Website 200 200 200 200 200 1000
Television 200 300 400 400 600 1900
REVENUE – INCOME IN
Campaign events 5000 4000 3000 4000 6000
Consolidated fund 400 200 300 500 2000
TOTAL EXPENSES 4380 2220 2670 2340 6390
TOTAL INCOME 5400 4200 3300 4500 8000
CASH FLOW 1020 1980 630 2160 1610
CASH-ON-HAND 1020 3000 3630 5790 7400
3.0. Creative Strategy
As a marketing communication specialist, this can be seen that there are different creative
strategies which can be implemented by the restaurant in managing the overall effectiveness in
an appropriate manner. From the above case scenario, this can be identified that the restaurant
has gained less popularity in comparison to the other competitors in the competitive market and
this is affecting the ovserall efficiency of the firm in an ineffective manner (Armstrong et al.,
2014). In regards with the respective problem, the marketing communication manager needs to
include a proper and creative kind of strategy which will be beneficial for the overall success of
the restaurant in comparison to Eat Street Restaurant.

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The restaurant can implement a creative strategy which is inclusive of introducing a new
buffet system for the breakfast and lunch time which will be helpful for them in increasing their
sales and revenue. The low-cost buffet system can be one creative option which can be opted by
the restaurant in gaining stronger customer base in the market. Furthermore, with the starting of
the buffet system, this will help the restaurant in gaining the customer base in comparison to the
other competitors in the entire market. The promotion of the same can be done through proper
presence in the different social media channels that can be effective in becoming more
competitive in nature.
The restaurant can include the Facebook and Instagram as their social media handle
which will be helpful for them in increasing their rate of revenues and sales. Furthermore, the
restaurant can look at the different events which are taking place in the nearby locations which
will be beneficial for the success of the firm. The involvement in such kind of events will be
beneficial for the success of the firm in comparison to the other competitors in the same locality.
This kind of low cost system of buffet in lunch and breakfast will attract more customers and this
will be beneficial for the success of the restaurant (Chernev, 2018).
In Facebook and Instagram, this is required to be seen that the restaurant is shown in the
local search results by the local individuals in the entire market as this will increase the overall
popularity of the restaurant and gain strong base of customers as well. Moreover, the price
penetration technique can be used and taken into consideration by the restaurant to improve the
customer base (Olson et al., 2018). This is being noticed that brand equity and image plays a
major role in managing and maximizing the business of the restaurant effectively. The
penetration pricing strategy is helpful for the restaurant wherein the lower prices are being

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charged from the customers after offering best quality food to them (Sargeant& MACQUILLIN,
2016).
This technique can be used by the restaurant in drawing the attention away from the other
competitors in the market. This can be initially a loss segment for the business, however later on
when the sales and profitability will be increasing; this will be efficient in nature in making them
standing out of the crowd in the competitive marketing environment as well. Additionally, the
market penetration pricing strategy will be helpful in creating referrals among the different
customers and gain more profitability in the future as well (Di Benedetto & Lindgreen, 2018).
With the implementation of the same, the respective restaurant will be able to improve their
distribution channels and food provided by them which will be improving the overall services
provided by them to the different customers (Philip& Keller, 2016).
Lastly, with the social media presence can be beneficial for the overall success of the
business of the restaurant in the competitive market (Serrat, 2017). As from the case study, this
was seen that the restaurant was running into loss and there were less number of customers who
visited the restaurant, this can be seen that there are different other aspects such as informing the
customers through Facebook as this is the ultimate medium used by them in gaining knowledge
on various prospects which is happening around the world (Lee& Kotler, 2015). The regular
updates is necessary which is required to be done by the marketing communication manager as
this will be beneficial for the success of the restaurant and there will be more competitive
advantage which will be gained by the restaurant as well.
4.0 IMC schedule
Communication objectives

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Awareness Preference Stimulate sales
To increase customers during
the first of the days
Elderly people having an age
between 60 to 69
Increase sales growth up to 2
%
Strategic communication plan
Activity Duration Responsible people Budget
Communication
planning
1 month Marketing team $680
Targeting customers 2 months Marketing team $450
Conducting direct
selling
2 months Marketing team $600
Initiating promotions
through televisions
3 months Marketing team $1100
Introducing
campaigns
2 months Marketing team
Community
volunteers
$900
Promotional offers 4 months Operations $700
Timeline
Action Time frame (weeks)
0-4 5-8 9-12 13-16 17-20

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Communication
planning
Targeting
customers
Direct inbound
selling
Television ad
Flyers and
leaflets
Campaigns
Promotional
offers
5.0. Contingency Plan
Contingency Planning is essential in nature which is required to be prepared by the
respective restaurant in case of any kind of emergency or natural disaster which will be helpful
for improving the situation effectively. If the market penetration pricing strategy will fail for the
restaurant, there can be inclusion of the different loyalty programs by them as this will include
the strategies which are inclusive of the different kinds of prioritization of the risks. Furthermore,
in case of the disaster such as huge loss occurred by the restaurant, in such cases, there can be
inclusion of the off-site arrangements which will be helpful for regaining the same position in the
entire competitive market.

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The primary reason for the contingency plan for the restaurant business as this will help
them in working effectively in case of the different kinds of disasters which will be beneficial for
the success of the hotel in an effective manner. Moreover, in case of the fire or any other natural
disasters, there can be inclusion of the EAP (Emergency Action Plan) which will be effective in
nature in reducing the different issues and identify the alternative manufacturing sites for the
different products and services which are being provided by them to the different customers.
The low cost buffet system can fail in the future which is required to be managed by the
hotel or restaurant authorities by implementing the diversification strategy such as by changing
the scope of the restaurant into a bakery which can be helpful in saving the business in an
appropriate manner as well. There can be different long term bad impacts on the restaurant if the
penetration pricing strategy is applied. In such cases, the diversification can act as the savior
which will be the ultimate goal of the business.

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References
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson
Australia.
Avidar, R. (2017). Public relations and social businesses: The importance of enhancing
engagement. Public Relations Review, 43(5), 955-962.
Bolander, W., Satornino, C. B., Hughes, D. E., & Ferris, G. R. (2015). Social networks within
sales organizations: Their development and importance for salesperson
performance. Journal of Marketing, 79(6), 1-16.
Chernev, A. (2018). Strategic marketing management. Cerebellum Press.
de Vries, L., Gensler, S., & Leeflang, P. S. (2017). Effects of traditional advertising and social
messages on brand-building metrics and customer acquisition. Journal of
Marketing, 81(5), 1-15.
Di Benedetto, C. A., & Lindgreen, A. (2018). The emergence of Industrial Marketing
Management as the leading academic journal in business-to-business
marketing. Industrial Marketing Management, 69, 5-12.
Hall, Z. R., Ahearne, M., & Sujan, H. (2015). The importance of starting right: the influence of
accurate intuition on performance in salesperson–customer interactions. Journal of
Marketing, 79(3), 91-109.

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Kang, J., Tang, L., & Fiore, A. M. (2015). Restaurant brand pages on Facebook: do active
member participation and monetary sales promotions matter?. International Journal of
Contemporary Hospitality Management, 27(7), 1662-1684.
Lee, N. R., & Kotler, P. (2015). Social marketing: Changing behaviors for good. Sage
Publications.
Oladepo, O. I., & Abimbola, O. S. (2015). The influence of brand image and promotional mix on
consumer buying decision-a study of beverage consumers in Lagos State, Nigeria. British
journal of marketing studies, 3(4), 97-109.
Olson, E. M., Slater, S. F., Hult, G. T. M., & Olson, K. M. (2018). The application of human
resource management policies within the marketing organization: The impact on business
and marketing strategy implementation. Industrial Marketing Management, 69, 62-73.
Philip, K., & Keller, K. L. (2016). Marketing Management, Global Edition. Essex, England:
Pearson Education.
Sargeant, A., & MACQUILLIN, I. (2016). Marketing for nonprofit organisations. In The
Marketing Book (pp. 555-576). Routledge.
Serrat, O. (2017). The future of social marketing. In Knowledge solutions (pp. 119-128).
Springer, Singapore.
Silver, I. M., & Shaw, A. (2018). Pint-Sized Public Relations: The Development of Reputation
Management. Trends in cognitive sciences, 22(4), 277-279.