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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
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
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
Social Media
•Update Facebook Page
•Gather Feedback
• Share” and “like” with FB friends
• Increase Level of Engagement
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