MKT501 CASE MOD 2 Trident University International

Trident University International
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Strategic Marketing Module 3 Case
MKT501: Strategic Marketing
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Date of Submission
Strategic Marketing Module 3 Case
Introduction
Integrated Marketing Communications (IMC) refers to the coordination of promotion efforts utilizing primary communication approaches. Effective ICM involves a combination of the components like public relations, sales promotion, advertising and direct selling. The main objective of La Salsa’s ICM model is to make sure all media have an overreaching message to markets.
Integrated Marketing Communication
ICM can assist La Salsa enhance its sales and foster a good brand image. The message to be delivered throughout the media will be similar to impact an ordinary strategy. The target market for La Salsa is college learners and young millennial professionals of ages 18 to 35 who require quick, fresh and healthy meals. Relying on these elements, La Salsa will integrate its communication strategies.
Figure 1: La Salsa ICM Model
Source: Writer (2019)
Direct marketing:
Direct marketing will be available as online customer services ad coupons. The restaurant will be well-known as a worldwide brand that focuses on its customers. The main goal of this element is to provide 2000 coupons following the launch of the restaurant. The restaurant will anticipate 100% response rate since complaints, suggestions and comments will be given online.
Advertising:
Advertising will be in the form of internet, outdoor posts and television ads. Radio advertisements will be done during the rush morning hours so that workers going to work and require breakfast come and grab a fast breakfast. A specific number of advertisements such as quarterly like 4 in a year will be utilized to measure its effectiveness.
Sales promotion:
La Salsa will be a well-known restaurant by college learners and millennial professionals since it will offer happy meals to them thereby strengthening the association between the brand and the. Many gifts shall be given throughout the year and 4 joint promotions with events such as world cup and Olympics will be integrated so that the target market can be offered themed toys. The success of this element will be measured by number of happy meals sold every quarter.
Public relations:
The public relations tool is started via events sponsorship, and press releases of public appearances by presenting the restaurant in trust and goodwill for positivity.
Personal selling:
Face-to-face, home party presentations, meetings and appointments will be used to reach customers to make the relationship among them stronger. The advantage of this communication tool is that it will offer a two way communication. The individual selling the restaurant will be physically and mentally fit. They will have knowledge about other offerings that the restaurant will be offering. All information will be available on the menu. The services and business records of La Salsa will be explained. The knowledge about competitors’ offerings will be available to enable it differentiate its offerings.
Product
La Salsa is a Mexican Grill restaurant. It will be unique owing to its fresh attitude whereby food will ...