Integrated Marketing Communication Plan for Ziffano's Restaurant

This report provides a detailed marketing communication plan for Ziffano's, a Melbourne-based restaurant and bar, focusing on strategies to enhance its brand awareness and customer base. It identifies the restaurant's target market segments based on age, socioeconomic status, and dining preferences, recommending a strong emphasis on digital and social media marketing to reach younger demographics. The plan outlines specific MarCom objectives, including creating a strategic mindset, developing a transformational digital groundswell, creating bold brand content, fostering positive public relations, and establishing marketing leadership. A detailed budget is provided, covering recruitment, training, furniture, equipment, and promotional activities. The report emphasizes understanding demographic strategies, developing a unique selling proposition (USP) based on Italian cuisine, and ensuring consistent messaging across all marketing channels. The marketing communication mix includes product (services and facilities), place (location strategy), promotions (digital and traditional media), and pricing strategies. The MarCom message focuses on customer well-being and ethical service, utilizing one-to-many, many-to-one, one-to-one, and many-to-many communication approaches. The action plan includes activities to broaden the target market, increase revenue generation through take-away and delivery services, promote the business on social media, and increase corporate social responsibility (CSR) through charitable activities. The report concludes that Ziffano's can improve its service quality and expand its customer base by implementing these marketing communication strategies.

INTEGRATED MARKETING COMMUNICATIONS

Executive Summary
Marketing communication refers to approaches mediated by companies to communicate
service and product information. This report focuses on the marketing communication of
Zifanno's. It is a restaurant cum bar in Melbourne. The restaurant segments its customer
niche, as per age, socioeconomic status and frequency of dining out. Hence, it targets both
high end customers and people who are looking for affordable but quality service provisions.
The restaurant is recommended to promote over Internet, using social and digital media
platforms. This will increase brand awareness of the company among young adults, thereby
enhancing the customer niche. The main objective of the marketing communication plan of
Ziggano’s is to be able to develop a transformational digital groundswell for the restaurant.
This will help the organisation to increase its customers from diverse group of users and
enhance revenue generation. Overall, it can be concluded that appropriate market analysis
and innovation can help to understand the customer needs of this restaurant and provide them
with appropriate services.

Table of Contents
1. Introduction 4
2. Client overview 4
3. The target market 4
4. Marcom objectives 5
5. The Marcom budget 6
6. The Marcom strategy 6
7. Marketing communication mix and channels 7
8. Marcom message 8
9. Action plan 9
10. Summary and Conclusion 9
11. Recommendations 10
12. Reference List 11

1. Introduction
Marketing Communication is the strategies used by the organisations to communicate
information about services and products. This can be done both directly and indirectly to the
users in order to influence purchasing decisions of customers. The reader will learn the usage
of various marketing communication channels and strategies to enumerate an appropriate
budget for a small and medium enterprise (SME). The report will cover a brief organisational
background to identify its target market and objectives. These objectives will give rise to the
formation of an appropriate budget and marketing communication. The aim of this report is
to elaborate the marketing communication plan for Ziffano's Restaurant and Bar.
2. Client overview
Ziffano's Restaurant and Bar is a Melbourne based small restaurant. They are a local eatery
operating from Bundoora and are supported by 20 employees. The restaurant specialises in
seafood, which is a major attraction for the existing customers. In addition to seafood, the
restaurant also focuses on Italian cuisine, risotto being a commonly ordered dish. The menu is
motivated from local favourites as well, that draws its flavours from Tasmanian beef and
fresh organic vegetables.
3. The target market
Ziffano's has opened its outlet in a suburban area of Melbourne. This area attracts higher
middle class population and caters to the exclusivity of their preferences. The target market
for Ziffano's is 18 to 55 years of age group. It segments its target population by their age,
income, social groups and psychological alignment. The restaurant also targets families and
young adults who look for diners that provide exquisite meals in affordable price range.
3.1 Segmentation: As commented by Kellaris and Machleit (2016), segmenting refers to
brainstorming activities that enables companies to list potential segments of the market that
can be targeted in a campaign. In this case, Ziffano's retain a set of three different target
markets, segmented by age group, socioeconomic status and frequency. This is because,
while some customers want high-end service, others may opt for affordable and quality food
products.

3.2 Targeting: As Ziffano's has distinct and multiple segments of the market, the restaurant
typically customises its campaigns that can attract each of the sections. In this report, the
target market of the local population is selected for the proposed campaign.
3.3 Promotion: Ziffano's may launch new promotional campaign for its services such as
doorstep delivery, Italian cuisine and fine dining experience to a wide range of audiences.
The proposed campaign can also develop custom made media strategies in the target market
(Finne and Grönroos, 2017). The restaurant can be positioned as a food service provider to
customers looking for affordable but quality provisions.
4. Marcom objectives
The objectives of MarCom (Marketing Communication) for Ziffano's are given below
4.1 To create a strategic mindset: This stage is critical for ensuring marketing success. As
commented by Kellaris and Machleit (2016), significance of strategic mindset encompasses
disciplined strategy to ensure professional communication in marketing. This means,
Ziffano's should assess tactics and initiatives from strategic perspectives to understand market
needs and create a sustainable and positive difference.
4.2 To be able to develop a transformational digital groundswell: Digital technology has
developed to be a ubiquitous in the current market demands. With the advent of technology,
Internet of Things and wireless communication can transform the business operations of
Ziffano's. The restaurant must recharge its digital efforts and refresh the groundwell to assure
the digital surge (Alhelalat, Ma’moun and Twaissi, 2017).
4.3 To create a bold and measurable brand content: It is essential for any company to
move beyond the stewardship of creativity. This can enable Ziffano's to develop ideas that
create ample exposure to their target customers by positioning new business insights.
According to Hanaysha (2016), it is fiduciary responsibility of Ziffano's to nurture creative
benchmarking to meet needs of customers.
4.4 To create positive public relations: Efficiency of positive public relations is critical
especially for service industry. Ziffano's can ensure to use organic products and meet food
quality standards to utilise opportunities to create positive brand image with the common
public. They can also indulge in voluntary activities such as donating to causes and
organising free feeding to the homeless every week (Jalilvand et al. 2016). This can
contribute to the positive image with existing and customer base.

4.5 Marketing leadership: To create marketing leadership in the primary operations of
organisational approaches. Positioning in Ziffano's requires efficient leadership for its
services to meet diverse customer needs.
5. The Marcom budget
This table shows the budget for expenditure that is required for Ziffano’s. All expenses are
recorded as per the needs of present marketing communication plan.
Particulars Amount (in AUD)
Recruitment of new staff (delivery boy) 23,000
Training managers 10,000
Furnitures 50,000
New equipments 70,000
New outlet 100,000
Media promotions 8,000
Billboard and paid advertisements 5,000
6. The Marcom strategy
The focus of the business leader is to influence organisational sales and generate overall
revenues. Strategies for efficient marketing communications is primarily in the goals to
generate goals. However, marketing communications generate attention from consumers to
develop a consistency. According to Liu, Choi and Mattila (2019), sale consistency can occur
in the presence of appropriate marketing communications approach. The development of
processes can be targeted with the selected niche of consumers driven by their needs and
preferences.

6.1 Understanding demographic strategy: Recruitment of a skilled sales representatives
can be beneficial for Ziffano's. This can illustrate the development of understanding target
customer market. A market survey can be advantageous as it would enable the employees to
understand the preferences of the customers (Majid et al. 2016). For instance, sale of
alcoholic beverage requires collaboration with local wineries and breweries.
6.2 Unique selling proposition (USP): Ziffano's can develop their USP in accordance to the
products they develop. As the core menus of Ziffano's is Italian cuisine, they should develop
their USP on that cuisine. They can promote various dishes from Italian food styles, such as
pasta and risotto in the company webpage (Yang et al. 2017).
6.3 Consistency messaging: Ensuring target market sales can persuade consistency in
messaging the brand conveyance. Ziffano's can promote their message through target
advertisement in digital and social media. As opined by Bilgihan, Seo and Choi (2018),
marketing heads can craft messages on company websites can give rise to traffic. Online
orders and takeaways can also be promoted to ensure the fulfilment of company visions.
7. Marketing communication mix and channels
Marketing mix for hospitality industry is critical for success of the company. Marketing mix
for Ziffano's can indicate variables applied by sales team for targeting guests and target
segments. As commented by Mehra, Agarwal and Swami (2018), marketing mix is ensured
by the sales and marketing department.
7.1 Product: As Ziffano's belong to a service industry, the primary products belong to the
services and facilities given to the customers. The facilities given to the customers are private
cabins, food and beverage, parking facilities and banqueting rooms. Facilities for conference
and recreational activities can be provided by Ziffano's to target its business class customers.
7.2 Place: Place refers to accessibility of services or products given by the company to its
consumers (Yoo and Park, 2016). Comparison of other services given by a restaurant involve
considering customer needs and wants with respect to the facilities provided. Ziffano's can
open a new spot in Melbourne, close to the urbanised areas. The new outlet can be closer to
the city and can attract more cosmopolitan presence in their restaurant locations.
7.3 Promotions: Promotion is an essential stage of marketing communication mix. The sales
and marketing director must generate effective communication and promotion mix for
Ziffano's. Promotion can be communicated through brochures and television commercials.

The restaurant website must collaborate with social media handles such as Twitter, Facebook
and Instagram.
7.4 Pricing: As opined by Finne and Grönroos (2017), pricing of a product is one of the most
essential influencer for customer purchasing intention. As Ziffano's is targeting a wide niche
of customers, it should maintain its pricing budget for these segments. The price of a three
course meal must be settled between 8 to 10 AUD.
8. Marcom message
The message created by marketing communication of Ziffano’s is that it should focus on the
cognitive well being of the customers during their service provision event. As stated by
Alhelalat, Ma’moun and Twaissi (2017), marketing communication message conveys the aim
and agenda of the company to its target customers. In case of Ziffano’s the marcom message
pertains to develop a collaborative approach of hospitality to ensure the customer needs are
met in an ethical manner. The following type of marketing communication can be developed
by the restaurant to ensure that their marcom message reaches the customers:
8.1 One-to-many: This type of marketing communication is commonly used to generate the
message from single source through airwaves or in the from of mass prints (Liu, Choi and
Mattila, 2019). Ziffano’s can communicate their message of affordable but fine dining
experience through promoting this communication message over radio, television and
newspapers.
8.2 Many-to-one: Many-to-one can be collaboratively implemented with the previous form
of communication. This can be proceeded through collecting feedback from existing
customers and using positive replies as promotional content in the advertisements (Jalilvand
et al. 2016).
8.3 One-to-one: This can be an interactive and intensive communication between existing
and possible customers. This is also known as word-of-mouth marketing where prevalent
customers are satisfied at the service and recommend the restaurant to others, thereby
enhancing the customer niche (Majid et al. 2016).
8.4 Many-to-many: According to Yang et al. (2017), this kind of marketing communication
is strengthened by Internet. With the help of various blogging and video log channels, many-
to-many is a common source of communication that can promote the business of Ziffano’s/

9. Action plan
Serial Goal Activities Resource Time
1. To increase
customer niche by
30%
Broaden the target market by
identifying new segments of
customers that can be served by
Ziffano’s
Intellectual
resource
6 weeks
2. To increase total
revenue generation
by 25%
Ziffano’s may launch a new
service range off take-away and
doorstep delivery that can
increase sales.
Human
resource
4 weeks
3. To promote
business venture in
social media
Ziffano’s will create pages in
popular social media handles,
such as Facebook, Youtube,
Twitter and Instagram.
Technical
resource
1 week
4. To increase CSR Ziffano’s can volunteer in the
charitable trusts to send food
relief to disaster prone areas
Fiscal
resource
2 weeks
10. Summary and Conclusion
Overall, it can be concluded that Ziffano's is a small and medium enterprise that has been
focusing on its marketing communication strategies for better service quality. In addition to
promoting on conventional media platforms, Ziffano's is advised to make use of the
opportunities that pertain to a diverse field of areas such as service quality and brand image.
Furthermore, the marketing mix in this report suggests that effective product, place, price and
promotion plan is essential for any business to gather sustainable growth over a designated
time span. It is the duty of a restaurant owner to understand the needs of their customer and
employees and create a coordination between their preferences to ensure both their

expectations are met. Profitable menu generation is given significance along with a diverse
promotional strategy.
11. Recommendations
The following recommendations can promote the betterment of prevalent strategies taken by
Ziffano's to improve their marketing communications and overall service provisions.
11.1 Creation of an unique menu: Restaurant menu is a critical player that determines
brand communication to the patrons. Ziffano's should catalogue the varieties of foods that it
wants to sell and their respective pricing. The mannerism or aesthetics that is followed during
presentation of a menu can affect overall impression of the customer.
11.2 Development of specials: Sunday specials or christmas special menus prone to attract
more customers. These special menu can be promoted in websites and social medias to gather
attention. It can also be beneficial if Ziffano's introduce any ethnic Australian meal.

12. Reference List
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functional aspects of restaurant employee service behaviour on customer satisfaction.
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