IMC Blond Restaurant

BLOND RESTAURANT

Anthony Laura Appadoo Naomi

Goolye Anais Menty Anne-Sophie

Our MissionTo reinforce and assist clients in bringing about the right

communication and marketing insurance to effectively promote their product and services while improving their brand image.

Our VisionTo provide our clients with win-win situation platforms to

successfully reach out to their selective target audience.

All this, while maintaining a financially strong, growth-oriented agency.

Agenda • Background Information

• Target Market

• SWOT Analysis

• Competitors Analysis

• Marketing objectives

• Communication objectives

• Big Idea

• Key Message

• Creative Execution

• Budget

• Timeline

• Conclusion

Background Information

• Blond Restaurant is a little restaurant found in the vicinity of Quatre-Bornes/Rose-Hill, specialized in Chinese cuisine.

• Founded in 2011

•Has a small workforce

Target Market

• 16 and above

•Male and female

• Professionals in the surrounding

• Family and people who eat out

• People who are health conscious

SWOT Analysis Strength

Existing since 3 years

Do not use Advertising ; Rely on Word Of Mouth (WOM)

Differentiate themselves with the quality of their food and customer service and are cheaper than competitors.

Weakness

The restaurant Facebook page is not updated and no interaction and engagement with consumers.

Direct Competitors

Limited parking

Limited Workers ; Slow service.

Opportunities

Inexpensive rent allow to expand in terms of entertainment

Loyal customers

Invest to employ more employees

Threats

Lot of competitors selling the same product

Situated on main road , breaks the peaceful atmosphere

Competitors Analysis

“Boulette Palace”

Marketing Objectives

• Increasing Restaurant revenue by 50% among target audience over the next 6 months

• Increasing the Number of customers by 10% over the next 6 months

• Increase profit margin by 40% at the end of the IMC campaign ( 1 year)

Communication Objectives• Create greater awareness among target audience within 8 weeks of the campaign

• Long term relationship with new customers

• Increase brand perception among non-customers

“Big Idea”

“ Zom Ki Faim Toule Tan Grogner”

Key Message

"HUNGRY-MAN....Its good to be full"

• To cater our customers urgent needs. (Rapid Service)

• Place emphasis on Health consciousness.

Creative Execution • Advertising in Magazine Essentielle, Scope ,L’Express

- Target Male and Female

- Popular as it has a high reading rate

- Available in supermarket , book court

• Flyers

Sales promotion

•Membership Card

• Bonuses

• Choose your menu ; Free drink offered.

Social Media

•Update Facebook Page

•Gather Feedback

• Share” and “like” with FB friends

• Increase Level of Engagement

Support Media : SMS

• Duration 1 month

• Serve as reminders Ads

• Brand Awareness

Budget

1. Advertising : Celebrity endorsement for 6 months -Rs 20,000

2. Flyers : 1 Rs 6.90 ; Distribute 1000 -Rs 69003. Membership card 1 Rs 2 ; 500 -Rs 10004. 4 months promoting by SMS service (targeting hundred

customers) 400x50 -Rs 20,0005. Scope half page -Rs 26006. 2 publication in Sentinelle 1/4page :1 publication 25,000 ;2

–Rs 50000 Total Budget : Rs 100, 500

TimelineMarketing Communication Tool

Types Activities June July August Sep Oct Nov Dec

Advertising Design Advert Choose celebrities endorsement

Design and print flyers

• Essentielle cuisine

• Scope

• L’express

Sales Promotion Membership Card Design Membership card

Social Media Facebook Update Information Allocate Staff to

monitor and control page

Support Media SMS Prepare messages              

Conclusion

• Blond Restaurant has the objective to expand in the future to raise brand awareness and to strengthen its reputation among target audience.