A French cafe-bar is trying to enter the Irish market. A marketing team has been taken into account for several matters, such as, the location, the café-culture, the market data and the customers' habits.
To launch this cafe-bar, marketers will have to develop an integrated marketing communication campaign. Indeed, they will use traditional and contemporary communication tools. In this way, how will the marketing team act for this project?
The framework to follow is firstly to set up objectives to achieve, to study the target profile and to select a right budget approach. Secondly, the IMC campaign has to be elaborated by choosing the most efficient promotional tools and the relevant media to communicate about it. A marketing team was in charge of the French cafe-bar implantation in Dublin. They chose this city because it's a capital and there is a melting-pot culture, notably a big part of French people who go often to this kind of place.
[...] In terms of demographic segmentation, a combination of two variables, age and occupation have been crossed. In this way, for morning and lunch, the core of the target is aged from 26 to 55 whereas evening sees younger customers (between 15 and 35). The occupation may be interesting in term of expenses. Like this, marketers can define the number of students, with small means, and the bigger spenders as the senior managers. From the marketing point of view, the type of segmentation is general but also very significant to understand the customer and so his needs. [...]
[...] In the service sector, especially with businesses like restaurants, cafe-bar, clubs and pubs, the customer loyalty is crucial for two reasons: in one hand because a core of customers is a necessary security in terms of image and sales and on other hand because satisfied and loyal customers will create a positive word-of-mouth, useful way to recruit new clients. These objectives are the framework of the marketing campaign. Thanks to it, company can respect the IMC program clearly. Also, to measure the results of the campaign, the cafe-bar manager could use the DAGMAR approach (Batra R., Myers J.G., Aaker D.A. [...]
[...] and Dunbar I Market Segmentation : How to do it, how to profit from it. 2nd edition. McMillian Press editions. p p. 238-243. Fill C Marketing Communication : engagement, strategies and practice. 4th edition. Prentice Hall editions. p. 360-391, p. 505-526, p. 581-587, p.635-650. Clow K.E. and Baack D Integrated advertising, promotion, and Marketing Communication. 2nd edition. Prentice Hall editions. O'Guinn C.O., Allen C.T. and Semenik R.J Advertising. 2nd edition. South-Western editions. p. 134-172, p.573-581. Hill L. and O'Sullivan T Foundation Marketing . [...]
[...] Bogart L Strategy in advertising. 3rd edition. NTC editions. p.148- 153 and p.197-219 Bovée C. and Thill J Business communication essentials. 2nd edition. Pearson Prentice Hall editions. Picton D. and Broderick A IMC. Pearson Education/Prentice Hall editions. p.199-201, p.203-212, p p. 242-259, p.454-470 and p. 531- 550. Jefkins F. revised by Yadin D Advertising. 4th edition. Financial times/Prentice Hall editions. Hart N The practice of advertising. 4th edition. Prentice Hall editions. Wilmshurst J. and Mackay A The fundamental of advertising. [...]
[...] (2001:531-550), “sales promotion are marketing communication used to encourage the and/or end customers to purchase or take other relevant action by affecting the perceived value of the product being promoted or to otherwise motivate action to be taken.” In this way, this communication tool seems to be completely appropriate for a cafe-bar with a low involvement in the consumer decision making process. Indeed, foods are considered as fast moving consumer's goods. In this case, sales promotion is consumer-oriented because cafe-bar managers want to attract the customer and influence the demand. [...]
Online readingwith our online reader
Content validatedby our reading committee