This document outlines an integrated marketing communication plan presentation for a new restaurant brand called Traste. It includes sections on the brand's features, logo, packaging, target customers, competition, objectives of the marketing plan, and proposed tactics across various channels including advertising, public relations, direct marketing, and social media. The overall goal is to build brand awareness and change customer attitudes towards Traste.

1. Integrated Marketing
Communication
Project Presentation
By: Ali Noman Ashraf

2. Table of contents
 Introduction
 Features/Characteristics of New offer/brand
 Name of new offer/brand
 Logo
 Brand Development factors
 Packaging and utensil
 Labeling
 Traste’s Benefits

3. Table of contents (Cont..)
 Need solved by traste
 Information Search
 Attitude sequence of traste’s customers
 Alternatives’ evaluation
 Values held by targeted customers
 Trend affecting customers of traste
 Customers
 Competition

4. Table of contents (Cont..)
 Advertising tactics of competition
 Tactics used by direct competitors
 Segmentation
 VALS Analysis
 Positioning
 Objectives of IMC Plan
 Hierarchy effect model
 Mean-end theory

5. Table of contents (Cont..)
 Leverage point
 Tag line
 Visuals
 Verbals
 Types of appeal
 Message strategies
 Executional Frame work
 Source and spokes persons
 Media planning
 Media planning house

6. Table of contents (Cont..)
 Frequency
 Continuity of campaign
 Three exposure hypothesis
 Major mediums for advertisement for traste
 E-commerce an TRASTE
 Sales promotions
 Brouchers
 Website
 Social media fan page
 Theme of TVC

7. Introduction
 History
 Mission
 Vision

8. Features/Characteristics of New
offer/brand
 Design of building/ exterior

9. Features/Characteristics of New
offer/brand (Cont..)
 Interior of Restaurant

10. Features/Characteristics of New
offer/brand (Cont..)

11. Features/Characteristics of New
offer/brand (Cont..)
 Mobility of Restaurant

12. Features/Characteristics of New
offer/brand (Cont..)
 Place of Restaurant
 Universities
 Parks
 Outside of different famous cinemas
 Famous colleges

13. Features/Characteristics of New
offer/brand (Cont..)
 Menu:
Pasta

14. Features/Characteristics of New
offer/brand (Cont..)
 Price
Value based pricing

15. Brand Name
 Traste

16. Brand Logo

17. Brand Development factors
 Infrastructure
 Uniqueness
 Exclusive eating
 Experience

18. Packaging and utensil

19. Packaging and utensil (Cont..)

20. Labeling

21. Traste’s Benefits
 Core benefit
 Actual benefit
 Augmented benefit

22. Need Solved By traste
Exclusiveness, Food, Social acceptance, Fun

23. Information Search
 TVC
 Restaurants
 Billboards
 Social media campaign
 Print media
 Word of mouth

24. Attitude sequence of traste’s
customers
Affective Conative Cognitive
Like, purchase and then analyze

25. Alternatives’ evaluation
 Burger,
 Shawarma,
 Dahi bhally
 Samosa
 Watery bread etc

26. Values held by targeted customers
 Excitement
 Fun
 Gathering
 Exclusiveness

27. Trend affecting customers of traste
 Age

28. Customers
 Potential customers
 Competitors' customers

29. Competition
 Budget competition

30. Competition (Cont..)
 Generic Competition

31. Competition (Cont..)
 Product category competition

32. Competition (Cont..)
 Product Form/ Direct Competition (based on traste’s core competency)

33. Advertising tactics of competition
 Cinema industry => Electronic Media, Print Media, and billboard etc
 Tourism Industry => Social Media, words of mouth
 Club Industry => Social Media, words of mouth
 Restaurants of Pakistan food => words of mouth, bill boards
 Chinese and Japanizes food => social media, pop-up ads on internet,
brouchers, and personal selling.
 Italian food restaurants in Pakistan => brouchers, social media, and
personal sellng.

34. Tactics used by direct competitors
(based on food offered)

35. Segmentation
 Generations
 Geographic
 psychographic

36. VALS Analysis
 Youngsters with no type of psychological pressure

37. Positioning
 Product attribute
 Competitors
 Use/application
 Product user
 Product class
 Cultural symbol

38. Objectives of IMC Plan
 Building brand awareness
 Change customer beliefs and attitude

39. Hierarchy effect model
 Awareness
 Knowledge
 Liking
 Preference
 Conviction
 The actual purchase

40. Mean-end theory

41. Leverage point
Old Train themed Italian restaurant experiencing classic things Fun & Exciting life

42. Tag line
It is more than eatables

43. Visuals
 Dark colored theme
 Youth
 Family gatherings

44. Verbals
 Remixed Classical Music

45. Types of appeal
 Emotional appeal

46. Message strategies
 Unique selling preposition (USP)

47. Executional Frame work
 Fantasy and Festivity

48. Source and spokes persons
 Typical Persons

49. Media planning
 Marketing analysis
 Advertising Analysis
 Media Strategy
 Media Schedule

50. Media planning house
 Ali Noman Ashraf => Media Planner
 Arslan Ahmad => Creative
 Adcom Media (Pvt.) Ltd. => Media buying house

51. Frequency
 28 exposures per week per prospect of tvc
 4 times * 7 days= 28

52. Continuity of campaign
 Continuous campaign

53. Three exposure hypothesis
 Intrusion value
 Recency theory
 Effective frequency and effective reach must be (at least) equal to
campaign objectives.

54. Major mediums for advertisement for traste:
 TVC on local channels
 Brouchres
 Social media advertising
 Mobile marketing
 Direct mailing

55. E-commerce an TRASTE
 Website and social media at beginning
 Mobile application in future

56. Sales promotions
 Incentives
 Bounce-back Coupon
 Contest
 Bonus pack

57. Brouchers
Front Side

58. Brouchers (Cont..)
Backside

59. Website of Traste

60. Website of Traste (Cont..)

61. Website of Traste (CONT..)

62. Social media fan page