One of the most popular means of creating distinction involves uses of integrated marketing communications. The advent of numerous channels of communication has further heightened the need for business organizations to pursue a policy that would help marketers to communicate and showcase their products and service offering to the target market segment. The role of integrated marketing communications become even more important considering the fact that it is the only channel by which marketers can communicate with their customers. The advent of the online channel and e-commerce has further bolstered the need to ensure greater efforts on the part of marketers to undertake a formidable communication plan involving all possible channels of communication so as to capture a large variety of target market audience. The present study would discuss and analyse the integrated marketing communication of Tuscan Grill Restaurant in order to gain a practical insight into the aspect of integrated marketing communication strategy. Tuscan Grill is an Italian restaurant operating under the Bravo and Brio group of restaurants. The Italian chain of restaurant has its business operations spread across many states in the USA and aims to be one of the finest Italian restaurants in the lucrative US market. The company has a wide menu range covering every famous Italian delicacy. The customer segment of the restaurant includes a broad target audience comprising of business class to professionals and family members. An optimum pricing strategy is followed by the restaurant in order to cover a larger consumer audience. The company’s selling proposition includes providing the best quality of service and a mouth watering menu that tends to generate the best experience for the consumers (Brio Restaurant Group, “Welcome to BRAVO | BRIO Restaurant Group”). The following sections would present an analysis of the integrated marketing communication strategy of the company so as to help formulate plausible recommendations for the organization to help maintain profitability and sustainability in the market. Integrated Marketing Communication Integrated marketing communication strategy involves using multiple channels of communication to communicate the message to the target market audience. Over the year advertising and promotional expenses are soaring to new heights and are perceived to be a very crucial factor in determining the success or failure of a product in the market (Belch & Belch, p. 4-5). Bio Tuscan Grill also has an integrated marketing communications strategy with the company using multiple channels of communication. There are many channels of communication that are used by marketers’ namely traditional channels like advertisements both in electronic as well as print media. The growing popularity of internet along with the popularisation of social networking sites like Facebook and Twitter have opened up a new channel by which marketers can communicate to a large section of the target market audience. The opening up of the website greets audience with a soft music that makes it attractive for viewers and ensures retention so that customers do not navigate away from the website. Bio Tuscan Grill uses direct promotions such as online gift coupons and other discounts to attract customers. Apart from this it also sponsors promotional events where free lunch or dinner is provided to help make consumers taste the
Brio Tuscan grill Table of Contents Brio Tuscan grill 1 Table of Contents 2 Introduction 3 Integrated Marketing Communication 4 Conclusion and Recommendations 7 References 8 Appendix 8 Introduction The globalised market has opened up a plethora of opportunities for business organizations…
Some of these are helpful for every firm in the industry and are called opportunities, while others bring bad news for everyone and are regarded as threats. Besides these forces in the external environment, a particular firm may have internal strengths such as the skill and experience of its staff, or weaknesses such as frequent labor disputes because of lack of clearly defined polices for staff and workers.
In today’s marketing industry it has been evidently showing that there are a lot of imitations of various brands in the market. People are thinking that buying such imitation products would give them the same prestige as that of the original one. One of the most well-renowned brands in the world today is Havaianas.
Introduction The discussion in this paper is focused on the development of a marketing plan for the product “GoodHealth” which is a breakfast cereal concentrated on the aspects of nutrition and taste as its key features. The product is intended to be marketed in Australia at its introductory stage and shall later be expanded in other regions of the global food market.
The importance of marketing can be well established by providing a well known example from the beverage sector of America. During the year 2010, through aggressive and clever marketing strategies, the Diet coke of Coca Cola overtook Pepsi to occupy the second spot in the US.It is important to mention as a result of marketing, Coke was able to win back in the decade old rivalry, which is more popularly referred to as the war of the Colas (Esterl, “Diet Coke Wins Battle in Cola Wars”).
—the Facebook fan page as well as the My Coke Rewards are specific evidences from the website that tells Coca Cola as a product is in the mature phase of the product life cycle.
Coca Colas emphasis is on retaining consumers and increasing consumption—as apparent in the
The roles of public relation advisor in marketing and communications industries that contribute to a marketing orientated organization are: To support the Senior Marketing Director in developing the organization’s social marketing and public relations as well as strategy plans. Those plans are aimed at building brand equity with major stakeholders via the social platforms of media.
Evo’s vision is to become a renowned global brand and market sports products to its target market throughout the world. At present, Evo is heavily dependent on the US market. The company generates merely 5 percent of its revenue from outside the United
Its new venture is to open a new restaurant in Japan, where fast but healthy food has high demand.
Japan is one of the World’s largest economy; the economic environment for foreign investors has changed for the better. With most of the population ageing, opportunities
(Murphy) Chipotle Mexican Grill restaurant has very few levels of management.
The manager will oversee the progress of the restaurant across Japan and other countries. This will be done by working so close with the team leaders