[Marketing Communication Plan Bader in Birmingham]

by

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University (Tse, 1988,, 204).

Signed __________________ Date _________________

EXECUTIVE SUMMARY

The focus of this paper is on the integrated marketing communication plan of Bader restaurant. Currently, Bader offers a wide range of Lebanese cuisine where taste is incomparable however the area that the company lags behind is awareness about the restaurant. Survey and interview research was conducted to analyse the areas of improvement that are most important in incorporating into a marketing communication plan, it was found that Bader needs to increase its promotional campaigns and need to ensure that the customers can recall Bader when they opt for having middle eastern cuisine. Based on the findings, it was deducted that Bader will focus most on the online marketing as there is a large number of computer literate users who would respond to the online campaigns. Initially, the TV and newspaper advertising will be focused on creating awareness about the restaurant but later on the social media will as a medium to let the customers know about the specialties of Bader restaurant and the indigenous savoury cuisines. The restaurant will radio, television, and billboard mediums to convey the message to the customers and target specially the locals towards the restaurant. A 360 degree marketing mix will be followed to enhance the marketing communication mix. To create word of mouth, buzz marketing will be conducted by sending the marketing teams to the universities, public places and sponsoring the cooking shows in the local television. The online media like Facebook twitter and MySpace will be made most of as they are the fist priority of any advertiser in conveying the message initially. The main challenge that the company may face are the financial restraints as the operating margins of Bader are not very encouraging. For evaluation, Bader will follow the advertisement ratings and the consumer surveys to determine the effectiveness of the campaign.

Table of Contents

ACKNOWLEDGEMENT2

DECLARATION3

EXECUTIVE SUMMARY4

AN IMC CAMPAIGN ON BADER RESTAURANT: BACKGROUND OF THE CAMPAIGN8

RESEARCH AND ANALYSIS8

External and Internal Environmental Issues and Trends9

PEST analysis9

Political Influence9

Economic influence9

Sociocultural movements10

Technological factors11

SWOT analysis11

Strength11

Weakness11

Opportunities12

Threats12

The Internal Environment of the Organization12

Quality of Products and Service12

Internal Impediments to the Campaign13

The External Environment of the Organization13

Public Perception of the Organization15

Visibility15

Image and Reputation15

The targeted Group of people16

Consumer Behaviour Regarding Restaurant Service16

Media Consumption19

Attitudes and Lifestyle Issues20

Analytical Framework and Bader IMC Plan21

Industry Analysis21

The Competitive Analysis22

Porter's Five Forces Model22

Generic Strategies of Bader25

PRIMARY RESEARCH27

Primary Data Collection27

Data Analysis29

Analysis of Dimensions32

Cronbach's Reliability Coefficient35

The Overall Perceived Service Quality36

THE INTEGRATED MARKETING COMMUNICATION STRATEGY36

Marketing Mix37

Product38

Price39

Place41

Promotion41

Bader Restaurant target marketing42

Marketing Communication Objectives43

The marketing communication Mix43

Advertising43

Direct Marketing44

Online Marketing44

Public Relations47

Social Media Marketing Strategy47

Strategy: Media Plan48

Posters48

Internet48

Ads49

Promotional Plan's Mind Map49

EVALUATION50

TIMELINE AND BUDGET52

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