We worked as an advertising agency developing an IMC campaign for a prospective client, that is, Blond Restaurant... Here we go...

1. BLOND RESTAURANT
Anthony Laura
Appadoo Naomi
Goolye Anais
Menty Anne-Sophie

2. Our Mission
 To reinforce and assist clients in bringing about the right
communication and marketing insurance to effectively promote
their product and services while improving their brand image.
Our Vision
 To provide our clients with win-win situation platforms to successfully
reach out to their selective target audience.
 All this, while maintaining a financially strong, growth-oriented
agency.

3. Agenda
• Background Information
• Target Market
• SWOT Analysis
• Competitors Analysis
• Marketing objectives
• Communication objectives
• Big Idea
• Key Message
• Creative Execution
• Budget
• Timeline
• Conclusion

4. Background Information
• Blond Restaurant is a little restaurant found in the vicinity
of Quatre-Bornes/Rose-Hill, specialized in
Chinese cuisine.
• Founded in 2011
• Has a small workforce

5. Target Market
• 16 and above
• Male and female
• Professionals in the surrounding
• Family and people who eat out
• People who are health conscious

6. SWOT Analysis
 Strength
Existing since 3 years
Do not use Advertising ; Rely on Word Of Mouth (WOM)
Differentiate themselves with the quality of their food and
customer service and are cheaper than competitors.

7. Weakness
The restaurant Facebook page is not updated and no
interaction and engagement with consumers.
Direct Competitors
Limited parking
Limited Workers ; Slow service.

8. Opportunities
 Inexpensive rent allow to expand in terms of entertainment
 Loyal customers
 Invest to employ more employees

9. Threats
 Lot of competitors selling the same product
 Situated on main road , breaks the peaceful atmosphere

10. Competitors Analysis

11. Marketing Objectives
• Increasing Restaurant revenue by 50% among target audience
over the next 6 months
• Increasing the Number of customers by 10% over the next 6
months
• Increase profit margin by 40% at the end of the IMC campaign ( 1
year)

12. Communication Objectives
• Create greater awareness among target audience within 8 weeks
of the campaign
• Long term relationship with new customers
• Increase brand perception among non-customers

13. “Big Idea”
“ Zom Ki Faim Toule Tan Grogner”

14. Key Message
"HUNGRY-MAN....Its good to be full"
• To cater our customers urgent needs. (Rapid Service)
• Place emphasis on Health consciousness.

15. Creative Execution
• Advertising in Magazine Essentielle, Scope ,L’Express
- Target Male and Female
- Popular as it has a high reading rate
- Available in supermarket , book court

16. • Flyers

17. Sales promotion
• Membership Card
• Bonuses
• Choose your menu ; Free drink offered.

18. Social Media
• Update Facebook Page
• Gather Feedback
• Share” and “like” with FB friends
• Increase Level of Engagement

19. Support Media : SMS
• Duration 1 month
• Serve as reminders Ads
• Brand Awareness

20. Budget
1. Advertising : Celebrity endorsement for 6 months -Rs 20,000
2. Flyers : 1 Rs 6.90 ; Distribute 1000 -Rs 6900
3. Membership card 1 Rs 2 ; 500 -Rs 1000
4. 4 months promoting by SMS service (targeting hundred
customers) 400x50 -Rs 20,000
5. Scope half page -Rs 2600
6. 2 publication in Sentinelle 1/4page :1 publication 25,000 ;2 –Rs
50000
Total Budget : Rs 100, 500

21. Timeline
Marketing
Communication Tool
Types Activities June July August Sep Oct Nov Dec
 Advertising Design Advert
Choose celebrities
endorsement
Design and print flyers
• Essentielle
cuisine
• Scope
• L’express
 Sales Promotion Membership Card Design Membership card
 Social Media Facebook  Update Information
 Allocate Staff to
monitor and control
page
 Support Media SMS  Prepare messages

22. Conclusion
• Blond Restaurant has the objective to expand in the future to raise brand
awareness and to strengthen its reputation among target audience.