You have been asked to help your family\'s business rethink the marketing commun

Question

You have been asked to help your family's business rethink the marketing communications strategy for the regional restaurant chain they own, and to develop an innovative IMC Campaign that will attract attention, create awareness and increase customers!

Please describe the restaurant business your family owns: - e.g The Great British Sandwich Shop, serves breakfast, lunch and afternoon sandwiches, at six locations in New York.

Proposed IMC Strategy: prepare a plan to create an IMC campaign that will create a buzz and capture customers:

- Who is the target market?

- What are the relevant consumer behavior issues?

- What is your overall strategy?

- What is your advertising message - what is the big idea that will drive the campaign?

- Design and describe an IMC campaign with a combination of different types of advertising media and marketing communication tools. (See media types in this week's lecture or the textbook for ideas.)

- What role does each type of media play in the plan - how will your plan move consumers from awareness to interest to desire to action?

- How will the campaign be tracked and evaluated?

- What are the pros/cons of the campaign you have selected?

Explanation / Answer

Description of the business - The company serves South Asian food, particularly from the Punjab region of India. It was established in 1906 by an Indian immigrant. Serves breakfast, Lunch and dinenr menus, broadly comprising of Indian and Asian dishes. Operates in 4 locations cross San Francisco CA.

Target customers are huge Asian community living in suburbs who look for an authentic Indian taste. Others are Non Asians looking for a spicy and flavourful treat.

The consumer profile is a defined one. They are interested in heavy Breakfast and Dinner, but there are not much takers for a full lunch. Rather they prefer small courses/ The mornign customers are individuals and students while evening customers come with families.

Overall strategy is to maximise the capacity utilisation by inviting more people during day hours.

The message is designed as " Singh's kitchen launches special family lunch packages.Choice of flavourful Indian cuisines.  Kids eat free. "

The promotional tools include newpaper advertisement in local dailies and Tv ad on 2 channels showing Indian programs and a billboard on a shopping plaza in Indian locality. This is besides digital ad on social media focussed to local population

Teh billboard will draw attention of prospective customers while the TV and print ad will provide more information about the offer. The website and telephone numbers will help to gain further information and facilitate booking.

The campaign will be evaluated through number of clicks on the social media pages that land on website, increase in number of visitors on website, no. of telephonic calls generated and number of walk ins. The increase in sales will be evaluated over next two weeks

The given plan is directed towards a niche market and the company is not targetting new segments as of now through this campign. The better aspect is that it targets the most probable customer. The negative issue is that a sizable increase in sales will only be able to justify the cost of this campaign which is very optimistically designed and has high element of risk of not covering its cost.

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