On IMC Plan of Country Lounge

PresentationTo our

Submitted to:Khondaker Sazzadul KarimAssociate Professor, MarketingFaculty of Business, NUB.

Course Title: Integrated Marketing Communication Course Code: MKT 4208

Submitted by: Group: Clitoria Members of the group: Name I.D.

Syeda Bashira Khatun BBA080260787 Mrinaliny Bhoumick BBA080260796 Md. Abu Raihan BBA080260770 Ranjit Kumar Sarkar BBA070260577

Session: Fall 2011

Section: BBA – A

Presenters are: Name I.D. Syeda Bashira Khatun BBA080260787 Mrinaliny Bhoumick BBA080260796

1.0 Promotion Opportunity Analysis:

The Country Lounge was established in June25, 2009. When it was establish in Khulna city the fast food business was not so competitive.

Establishment:

Country Lounge is a restaurant which is targeted mainly two type’s people. These Are -

1. Student class;2. Family.

The target customers are possible to reach through mainly four ways. These are –

Advertising in local cable channel; News paper ;Radio of local area;Bill board .

• Age: 19-35;• Gender: 45% female, 55% male;• Income: tk 22,000- tk 40,000;• Lifestyle: Active.

There promotional activities designed on their customers segment:

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.

The 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.

Communications Analysis:

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

Strengths: The strong points of our restaurant.

Their service style is new to the area.

They have a good choice of items available on your menu.Weaknesses: The weak points of our restaurant.

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

Customers have to travel further to get to the 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.

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

Our operating costs are set to increase soon.

Competitive Analysis:Their major competitors are their same level restaurant around them. Their major competitors are Cloud9; Café gungun, Royal, Castle Salam. Their competitive analysis is given below in the table:

If the Country Lounge not able to face the competitors; then the situation may be toughTo improve own self.

Ad Message Sales Promotion

Personal Selling

Publicity Media

Cloud9 Smell that smoke

They offer discount in their function attain.

They show their offer very creatively.

Arrange function in Pahela Boishak

Khulna Vision; local newspaper, bill boards.

Café Gungun

Come hungry; leave happy

In their any order they give their

special cake free.

Its mainly self serve process. So customers are not provided enough information.

31st night function is their main publicity focus

Khulna Vision; local newspaper, bill boards.

Royal Get more of what you really want…

In their party booking their cattier charge is not included.

Royal humbly serve the customers.

Arrange all social programs; and have special community centre.

Khulna Vision; local newspaper, bill boards.

Their competitive analysis is given below in the table:

Castle Salam

Better; fresher; tastier

In their function special some items are provide free.

Castle Salam sales men are creative; so they creatively present that.

New year party and 31st night arrange is their main specialty.

Khulna Vision; local newspaper, bill boards.

Country Lounge

Food for the entire family

In their function they arrange quizzes and give prize to the winner. .

They receive the customer order and also serve them with modesty.

For publicity they arrange all type of Bengali cultural program and special iftar arrangement whole Ramadan.

Khulna Vision; local newspaper, bill boards.

Ad Message Sales Promotion

Personal Selling

Publicity Media

Opportunity Analysis:

In Khulna city 33% customer are ignoring the competition; so analyzing that can be mentioned that 67% of customer are caring about competition and service.Country Lounge maximum competitors are one side provider; like Royal and Castle Salam popular for Chinese items; on the other side Café gungun business with fast food. Only Cloud9 and Country Lounge offer both Chinese and fast food item.

Target Market Analysis:

Group 1 University going student Group 2 Loving couples Group 3 Newly married couples Group 4 Family Group 5 Business man and service

holders

Their target customer’s main need is to spend a special moment With family or friends. Their target customer can be classified into five groups. Those are:

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

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

Target Market Forecast Potential Customers

2009 2010 2011

Modest Income

71 79 82

Middle Income

1500 2750 4683

Upper Income

1900 3249 6650

Total 3471 6078 11415

Market Forecast

2009 2010 20110

1000

2000

3000

4000

5000

6000

7000

1900

4683

6650

Modest IncomeMiddle IncomeUpper Income

Customer Analysis:Customer behavior and need mainly depend no different surrounding factors.

Geographic;Demographic;Psychographic;Behavioral.

Positioning Analysis:This 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.

Positioning Approaches:

Country 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. If people think to go in the restaurant then they consider it in the top four. Besides fast food and Chinese items they arrange special item in cultural program like pahela boishak.

Communication Budget:Their communication ways are different. The total budget Cover in different sectors - TV ads cover 25%

News paper and bill boards 35% of the budgetRadio broadcast cover 5%Different program and provide special item cover 35%

Objective and Task Method:

Establish Objectives; Determine Specific Tasks;Estimate Costs Associated with Tasks.

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

IMC Budget: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: It’s all product price are reasonable; but they have some mistake that which are common with 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.

Prepare Promotional Strategies:

The Customer;Product Reality;The Competition;Differentiation;Why should they believe you?

Tone and Personality of product;Communication/ Action Objectives;What contact points are key;What’s next.

Creative Brief:

•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.

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, Communication Budget)

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