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IMC Plan

On Country LoungeRestaurant


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Submitted to:Khondaker Sazzadul Karim

Associate Professor, Marketing

Faculty of Business, NUB.

Submitted by:

Group: Clitoria

Members of the group:

Name I.D.Syeda Bashira Khatun BBA080260787Mrinaliny Bhoumick BBA080260796Md. Abu Raihan BBA080260770Ranjit Kumar Sarkar BBA070260577

Session: Fall 2011

Section: BBAA

Course Title: Integrated Marketing Communication

Course Code: MKT 4208

Date of submission: 09October, 2011.


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ACKNOWLEDGEMENT

We would like to express our gratefulness to the esteemed supervisor Khondaker SazzadulKarim Associate Professor, Marketing Faculty of Business, NUB. Under whose careful

supervision and guidance, continuous cooperation, advice and suggestions during the period ofstudy. Without his involvement and inspiration this work will not be completed. We would

remind for the help of all my friends.

We express our deep gratitude to our parents and all of our family members for their endeavor

co-operation to complete this work. Without their continuous inspiration, encouragement,

support and blessing, the present achievement would not have been possible.

We are indebted to the authorities of Country Lounge for providing us with an opportunity to

conduct this study in their organization. We are grateful to all the respondents who help us by

responding to the interview with their great effort, time and patience.

Sincere thanks are also due to all others who are related directly or indirectly to the completion

of this work.

Finally, our cordial thanks go to all our friends and well-wishers in NUB and other places that

have directly or indirectly encouraged and gave us necessary help and suggestions during

preparation of this term paper.

Once more time to sir, we owe more than we can mention mostly teaching us to see the positive

aspect in every situation.

October, 2011


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LETTER OF TRANSMITTAL

October 11, 2011

ToKhondaker Sazzadul Karim

Associate Professor, Marketing

Faculty of Business, NUB.

Subject: Submission of the assignment on IMC Plan of Country Lounge Restaurant In Khulna

City.

Dear Sir,

We are pleased to submit the study report on IMC Plan of Country Lounge, which has

been prepared as per requirement. We have tried our best to make the research as

comprehensive as possible. We have employed our best effort to achieve the objective of the

study during the period of around 10 days and that our endeavor will serve the purpose. We

are much grateful to you for your wholehearted co-operation extended to us.

Therefore, we would like to request your good self to accept our study report and oblige thereby.

If any confuse arises, we would be available for interpretation any time and also expect your

generous attention to it.

Syeda Bashira Khatun ID No. BBA 080260787

Mrinaliny Bhoumick ID No. BBA 080260796

Md. Abu Raihan ID No. BBA 080260770

Ranjit Kumar Sarkar ID No. BBA 070260577


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EXECUTIVE SUMMARY

The Country Lounge was established in June25, 2009.

This integrated marketing communications plan is designed for a new retail operation, calledThe Country Lounge. The plan includes a promotions opportunity analysis, corporate strategies,

IMC objectives, plus all relevant advertising, promotion, personal selling, sponsorship, andDatabase programs. Finally, a media plan and methods of evaluating the success of the IMC

Plans are described.The overall goals for this integrated marketing communications plan are to:

Gain market awareness for the retail operation in the Country Lounge, Khulna area. Establish both an Internet program and a direct marketing program to supplement

customer knowledge.

Prepare viable advertisements, sales promotions, sponsorships, database programs,and other marketing communication tools for consumer markets.

Create a workable channel communications program with the firm's suppliers. Develop a useful communication program with other service businesses.

Country Lounge is introducing a feature that will impact how customers purchase their food. By

targeting the high-end market, we can successfully occupy an emerging niche that other channels

of distribution have not targeted. The implementation of the new integrated marketing focus, as

outlined in this plan, positions our product line as the high-quality.


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TABLE OF CONTENTS

S.N. Particulars Page No.

1.0 Promotional Opportunity Analysis 1

1.1 Communications Analysis 1 - 2

1.1.1 Competitive Analysis 2 - 3

1.1.2 Opportunity Analysis 3 - 4

1.1.3 Target Market Analysis 4 - 5

1.1.4 Customer Analysis 5

1.1.5 Positioning Analysis 5

1.2 Positioning Approaches 6

2. 0 Communication Budget 6

2.1 Objective and Task Method 63.0 IMC Budget 6 - 7

4.0 Prepare Promotional Strategies 7

5.0 Creative Brief 7

5.1 Logo 8

5.2 Sample Consumer Advertisement 8

6.0 Participation of the Members 9

7.0 References 9

Cover page I - II

Acknowledgement III

Letter of Transmittal IV

Executive Summary V

Table of Contents VI


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1.0 Promotion Opportunity AnalysisCountry lounge is a restaurant which is targeted mainly two types people. Their 1

st target

customer is student class; mainly university students. And their 2nd and the main target customer

is family. Its environment is created in such a way where whole family can enjoy a special get-

together in their budget. Its name country lounge because of that. Its environment is very

familiar, so they can be come with family.

The specialty restaurant is crowded with large and small competitors who are jockeying forposition with consumers. Survey of restaurant indicates that though there is a certain amount of

customer loyalty, most customers will go to the most conveniently-located restaurant.

The target customers are possible to reach through mainly four ways. 1st

by advertising in local

cable channel. When movie are telecast in those channel they can promote that. Because its thingwhich whole family enjoyed together and also possible to reach family and student both. News

paper is also being a special media to publicity. The local newspapers are Dainik Purbanchal,

Dainik Sangram, Dainik Probaho, Dainik Rajpotherdabi, Dainik Probonton etc. Cause their

target is student and family who are reading news paper. And radio of local area. Also bill boardis a possible way to cover to advertising facility.

Age: 19-35;

Gender: 45% female, 55% male;

Income: tk 22,000- tk 40,000;

Lifestyle: Active.

1.1 Communications AnalysisThe major specialty restaurant employs a variety of advertising vehicles to improve sales.

Newspaper advertisements, outdoor advertisement on buses and at bus shelters.

There is only one branch in Khulna city. Now worldwide fast food and restaurant demand

increasing. So from geocentric point of view the restaurant attractiveness in increasing in the

Khulna city also. Region centric point of view the maximum people are Muslim so there food

demand is halal which consider here. From poly centric point the restaurant is established

maintaining all law of Bangladesh government. From anthon centric point Bangladeshi people

do not like alcohol types for their religious believe. So they do not keep that in their restaurant.

The SWOT analysis is a key factor in the overall success of an organizations strategic plan. It

identifies the strengths and weakness of the business entity as well as the opportunities and

threats through communication.

Strengths:The strong points of our restaurant.

Their service style is new to the area.

They have a take-away option for your customers.

They have a branded image.

They have a good choice of items available on your menu.


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Their employ well-trained staff.

Weaknesses:The weak points of our restaurant.

They have yet to capitalize on the trend towards organic foods.

They don't advertise your restaurant.

Customers have to travel further to get to your restaurant.

Opportunities:Benefits for our restaurant.

The building next door has become available so expansion may be an option.

Provide optional allergen free food items, such as gluten free and peanut free.

Threats:Instances that can harm your restaurant.

A high street brand is moving into the area.

Major competitors, like Cloud9, Caf gungun, Royal, Castle Salam, and any mid-range sit-down restaurants.

Any contamination of the food supply, especially e-coli.

Our operating costs are set to increase soon.We serve the world some of its favorite foods - World Famous Fries, Quarter Pounder, ChickenNuggets and Egg Muffin.The communication market analysis was conducted to examine how restaurant advertise their

products to target consumer groups. Country lounge competitors were examined, in particular, to

establish their marketing patterns and how it impacts sales.

1.1.1 Competitive AnalysisThe competitive analysis section of our business plan is an objective overview and comparisonbetween our company and our competitors. Begin by identifying our direct and indirect

competitors, what and how much they sell (in units and sales taka), the number of years they

have been in business, and their specific market niche. Outline the strengths and weaknesses ofeach of your competitors from an unbiased perspective.

The country lounge has huge competitors. Their major competitors are their same level

restaurant around them. Their major competitors are Cloud9; Caf gungun, Royal, Castle Salam.Their competitive analysis is given below in the table:


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Ad Message SalesPromotion

PersonalSelling

Publicity Media

Cloud9 Smell thatsmoke

They offer

discount in

their function

attain.

They show

their offer

very

creatively.

Arrange

function in

Pahela

Boishak

Khulna

Vision; local

newspaper,

bill boards.CafGungun

Come hungry;leave happy

In their anyorder they

give their

special cake

free.

Its mainly selfserve process.

So customers

are not

providedenough

information.

31st

nightfunction is

their main

publicity

focus

KhulnaVision; local

newspaper,

bill boards.

Royal Get more ofwhat you

really want

In their party

booking their

cattier charge

is notincluded.

Royal humbly

serve the

customers.

Arrange all

social

programs; and

have specialcommunitycentre.

Khulna

Vision; local

newspaper,

bill boards.

Castle Salam Better;fresher; tastier

In their

functionspecial some

items are

provide free.

Castle Salam

sales men arecreative; so

they

creativelypresent that.

New year

party and 31st

night arrange

is their main

specialty.

Khulna

Vision; localnewspaper,

bill boards.

CountryLounge

Food for the

entire family

In their

function they

arrangequizzes and

give prize tothe winner.

.

They receive

the customer

order and alsoserve them

with modesty.

For publicity

they arrange

all type ofBengali

culturalprogram and

special iftar

arrangementwhole

Ramadan.

Khulna

Vision; local

newspaper,bill boards.

The sales people number is good of Country Lounge. But their sales people number is less thantheir most competitor Castle Salam and Royal. Their completion is very high in that small place

though they have a strong place in customer mind. So in their promotional activities push factorsare more active as the pull factors.

1.1.2 Opportunity AnalysisIn Khulna city 33% customer are ignoring the competition; so analyzing that can be mentioned

that 67% of customer are caring about competition and service. Now fast food and Chinese items

very wanted by the customers. Who are able to provide that attractively their demand will be


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high. Country Lounge maximum competitors are one side provider; like Royal and Castle Salam

popular for Chinese items; on the other side Caf gungun business with fast food. Only Cloud9and Country Lounge offer both Chinese and fast food item. But Country Lounge intense is high

if it also provides some other food item like Indian. The service benefit of Country Lounge is

clear to the customers; because their target audiences are caring of service facility. The Country

Lounge has enough opportunity in building close relationship with their regular customer. Theycan give membership facility to them to attract more towards the restaurant; and de-motivating to

going other restaurants. Besides that they have big opportunities in expanding their area. If they

took the upper floor of their restaurant than they will able to serve more customer with thecustomers expectation.

1.1.3 Target Market AnalysisTheir target customer main need spend a special moment with family or friends. And they wantsuch environment which they can comfortable. Their target customer can be classified into five

groups. Those are:

Group 1 University going student

Group 2 Loving couples

Group 3 Newly married couples

Group 4 Family

Group 5 Business man and serviceholders

University students want to enjoy with friends some occasion within affordable budget. Loving

couples and new married couples want to enjoy the special moment in cloud free environment.And families want to enjoy with all and also want that children get some refreshment. Sometime

business man has to arrange meeting and get together outside the office; then this is preferable.The Country Lounge environment is designed considering all the need of target customers.

And these target market also divided depend on income level. Those are:

Table: Target Market Forecast

TargetMarketForecastPotential

Customers

2009 2010 2011

ModestIncome

71 79 82

Middle

Income

1500 2750 4683

Upper Income 1900 3249 6650

Total 3471 6078 11415


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Market Forecast

1.1.4 Customer Analysis

Customer behavior and need mainly depend no different surrounding factors. As Khulna is a

small city in Bangladesh and its surrounding also affect the customer want.

According to geographic basis the customer demand is good food in affordable cost.

Demographic pattern of customer says that customers need is food is Spirit in serving.

Psychographic situation of customer tell that avoid haram food and drinks. So alcohol andharam thing should be avoided in the restaurant business in Khulna city.

Behavioral fact says that the maximum people income is low so they try to get better thingspending less. So food price should be designed depending that fact. And this is local restaurantso advertising avenue should me local cable channel movie and song telecast time.

1.1.4 Positioning AnalysisThis is a restaurant in which mainly middle class and higher class people can afford to go there.

Its advertising pattern is followed that such people are noticed that. Its advertising pattern is thatshow the quality of food and service, reasonable price, direct communication tactics.

1900

4683

6650

0

1000

2000

3000

4000

5000

6000

7000

2009 2010 2011

Modest Income

Middle Income

Upper Income


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1.2 Positioning ApproachesCountry Lounge established is not long time; but its growth rate and service facility is

appreciated. It participates in high level of competition in Khulna city. It is the most pronouncedrestaurant in Khulna city. If people think to go in the restaurant then they consider it in the top

four. The restaurants food attribute is nice but the problem in service. On which is besidescompetitors service is faster than it has. So he should consider that, and provide such instrumentto develop service quality. Besides fast food and Chinese items they arrange special item in

cultural program like pahela boishak.

2.0 Communication BudgetTheir communication ways are different. In that all ways depending on the importance it should

be divided in the following way: TV ads cover 25% of the budget; news paper and bill boards35% of the budget; radio broadcast cover 5% and arrange different program and provide special

item cover 35% of the budget. As a local brand its need to provide huge section in the local

publicity.

2.1 Objective and Task MethodEstablish Objectives: At the establishing period 2009 it spend 30% to introduce them to thetarget market.

Determine Specific Tasks: They advertise on the local cable channel Khulna vision

and local newspaper Dainik Purbanchal, Dainik Sangram, Dainik Probaho, Dainik

Rajpotherdabi, and Dainik Probonton etc.

Estimate Costs Associated with Tasks: when introduce any new item them served

free or cheaper price with the customers other order.

At the end we can say all objectives = total expenditure = total budget.

3.0 IMC Budget:The goal of Integrated Marketing Communication (IMC) is to produce a unified promotionalmessage that has the customer as its focus. All promotional activity such as media advertising,

sales promotion. Now these are described below:

Product: It is a fast food and Chinese restaurant their products are spicy and sweet. Burger,pizza, fried rice, chicken, faluda, cold coffee etc. are their menu.

Price: Its all product price are reasonable; but they have some mistake that which are commonwith their competitor.

Promotion: They offer discount on Friday to attract customer.

Place: It is situated center of the city, so any one can easily go there.


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4.0 Prepare Promotional Strategies:For the successful promotion the restaurant should follow an acceptable strategy; that is given

below:

A) The Customer: business man; service holders, students and family of middle class andhigher class.

B) Product Reality: They introduce some of items which are new in Khulna city. Thatmade their specific identity.

C) The Competition: Their main competitors now launch their specifics item; but their tastedifferences not able to copy by them. And that made them differences.

D) Differentiation: Their well trained serve men made their service facility different fromtheir other competitors.

E) Why should they believe you? Bangladesh food is tasting institutes Khulna branch givethem certificate that they provide the quality food.

F) Tone and Personality of product: They brought Ayub Bacchu in their openingceremony. As he is a super star in Bangladesh; when they brought him they got mega

response.G)Communication/ Action Objectives: They bring super star and in their different

functions to made attractive to the customer. H) What contact points are key: They have not participated in these aspects. But they

have very strong opportunity. They can give mini stall in different fair to make that morepopular.

I) Whats next: as it is restaurant business; they can sponsor different cooking relatedcompletion.

5.0 Creative Brief:

In developing the initial advertisement for Country Lounge, the following creative brief will

be used.

Target Audience Profile:The target customer group is middle income urban professional in high-density

commercial sections of the Khulna city.

The Constraints:The tagline "The Khulna's Best!" is to be used in all communications.


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5.1 Logo:

5.2 Sample Consumer Advertisement


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6.0 Participation of the Members

I. Syeda Bashira Khatun:-(Executive Summary, Communications Analysis, Target Market Analysis, Objective and

task method, prepare promotional strategies, creative brief)

II. Mrinaliny Bhoumick:-( IMC Budget, Promotional Opportunity, Customer Analysis)

III. Md. Abu Raihan:-( Competitive Analysis, Opportunity Analysis, Customer Analysis)

IV. Ranjit Kumar Sarkar:- ( Position Analysis, Positioning Approaches, CommunicationBudget)

7.0 References:

Maps.google.com/country lounge

Employees of Country Lounge Khulna Local papers

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