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The aim of this proposal is to further explain the details of the Integrated
Marketing Communications plan of our unique multi-concept restaurant and pub, The
Getaway. As its name suggests, The Getaway is a place for everyone to look forward to
going to - a hide-out even, from the throngs and bustles of urban life; - a chance to escape
to various universally loved locations of the beach, rainforest and the Mediterranean –
spoiling its patrons for choice all under one roof.
The previous proposal covered the first three steps of Duncan’s zero-based
planning, Its focus was on The Getaway’s SWOT analysis, prospective segments, the
chosen target market, as well as its marketing and communications objectives. This
proposal is a follow through of the first, encompassing the proposed execution measures
required to fulfill the objectives set out in the original proposal.
Continuing with Duncan’s zero-based planning, this proposal focuses on steps
four to six which covers The Getaway’s marketing communication mix, media
executions, message strategy, media planning and media mix. Continuing with that, we
shall be looking at the budget that we have for the campaign. After that we will be
examining the scheduling of the promotional tools. Lastly we will see if the media and
message are effective or not.
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1.0 Introduction
This second proposal develops The Getaway’s marketing communications
strategies and tactics, budget, and measures as well as evaluates its Marketing
Communication Mix’s tools. The tools will be chosen based on the scale of our
available budget. The Getaway, being the latest Food and Beverage (F&B) outlet
from a string of other successful F&B subsidiaries of our parent company (eg. TGIF
and Italiannies), has strong financial backing for a relatively large Marketing
Communications Campaign budget.
The Getaway being a service-based organization, combined with its relatively
substantial budget, will choose Marketing Communications and Media tools that are
most suitable to its nature and financial constraints.
The strategies and tactics include establishing the Marketing Communication
(MC) and media mixes, outlining its mass media advertising tools, establishing The
Getaway’s message strategy and its execution, as well as Media Planning.
Budgeting, being crucial as it is, is divided into two:- firstly, the method of budgeting
we propose to use, and secondly, the detailed break-down of the campaign’s budget.
This proposal will also portray The Getaway’s planned marketing communications
scheduling, test marketing, and finally, the measurement and evaluation of their
effectiveness.
2.1 Advertising
Advertising is the best-known and most widely used form of promotion,
mainly due to its pervasiveness. The Getaway proposes to use Local Advertising,
as it is typically used to encourage customers to patronize a specific
establishment. Using various mass media (as will further be discussed in the next
segment), we will be targeting the local Klang Valley crowd, to create awareness
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as well as emphasize specific patronage motives such as our location, operation
hours, atmosphere and image. Mass media advertising would be crucial especially
for The Getaway’s launch and the first few months of operation. This would
successfully fulfill our objectives of building brand awareness and recognition,
excitement as well as stimulate trial.
2.2.1 Publics
In this case, The Getaway shall focus on its Public Affairs that is, mainly
the general public and local community, as well as its media publics. In order to
appease the local consumers public, part of our PR efforts will involve thorough
staff training that ensures the best service that will contribute to our overall good
image. Furthermore, our staff will be encouraged to build and maintain long term
good relationships with our patrons in hopes of building long-term loyalty. Our
headquarter (HQ) staff are also expected to build and maintain positive
relationships with the media publics to encourage favourable publicity. We will
focus on gaining access to media gatekeepers especially, such as reporters and
editors, who select stories for their publication.
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2.2.2 Community Involvement
The Getaway seeks to enhance our public image through our involvement
in the local community. Concurrent with the Government’s efforts to create a
more environmentally sensitive society, as well as to cater to the existing
environmentally-aware members of society, The Getaway will be the local
community’s recycling centre, providing the recycling bins in our compound.
This would cater as well as promote this civic conscious act to the neighbouring
community (apartments and office blocks).
2.3 Publicity
In essence, PR and Publicity are two sides to the same coin. However, PR is the
long-term strategy we have control over, whereas publicity is our focus for the short-
term, which we lack control of.
One of the key things in publicity is to deliver brand information designed to
positively influence the existing and prospective customers through non-paid forms of
media messages. Brand publicity is vital to create brand visibility, build credible
position with the consumers and suppliers, as well as access hard-to-reach target
audiences, on top of being cost-effective.
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2.3.1 Building Buzz
The announcement and launch of The Getaway, being a new multi-
concept restaurant, is our opportunity to obtain publicity and dramatize the
product, thereby increasing the effectiveness of our subsequent ads. The idea is to
build marketplace excitement before our media advertising breaks out.
Here, The Getaway will utilize our parent company’s existing consumer
database (those patronizing TGIF, Italiannies and The Laundry), and invite these
existing consumers to the launch. Furthermore, we will highlight the presence of
our existing celebrity customers through mass media, who will be there to grace
the launch of our parent company’s latest subsidiary.
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We have also scheduled a ‘pulsing’ campaign, (a combination of the
‘flighting’ and ‘continuous’ scheduling strategies) and have timed it such that
there will be publicity and advertising that is heightened during festive seasons,
and enough to maintain sales even through the quiet months.
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2.4.1 Introductory / Seasonal offers
Essentially being an acceleration tool, The Getaway will provide extra
incentive of discounting our prices by 50% only for the first two weeks after its
launch. This will motivate our existing and targeted customers to bring more
patrons (increasing sales by a larger quantity), as well as shorten the purchase
cycle of customers by encouraging them to take more immediate action. The
introductory offer will be publicized through the launch as well as through
integration with our Media Mix, particularly radio and newspaper advertisements.
This would generate awareness of The Getaway, attract as well as create opinion
leaders, and subsequently result in good WOM for The Getaway.
Seasonal offers will be carried out during the most popular festive seasons
or occasions such as New Year’s, Chinese New Year, Hari Raya, Deepavali,
Valentine’s Day and Christmas, where special menus and special promotions will
be tailored to the event.
2.4.2 Coupons
Limited time offers such as the coupons we distribute with an expiration
date will accelerate the purchase process. Our strategy in using coupons is by
giving discounts to consumers through the distribution of our flyers at various
times during the year to increase awareness and recognition but especially so
during the start of the campaign in order to give them incentive to patronize The
Getaway sooner.
Coupons increase the level of initial trial. However, in order to induce
repeat patronage, The Getaway requires the promotional support of our other tools
outlined, through IMC.
With the use of the coupons attached to the flyers, and orders worth RM
100 and above, customers are entitled to another coupon worth a smaller discount
percentage with their next repeat patronage. The Getaway hopes to establish
ongoing purchase patterns and customer retention for the long run this way.
The coupons also draw attention to the ads that we run on other media
because it increases involvement with the message and service.
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2.4.3 Frequency/Loyalty Programs
Loyalty card holders are entitled to 10% discount each time they dine in.
However, it is invalid with our other ongoing promotions, but points based on
how much they spend are able to be accumulated, in order to entitle them to
further rewards. This is done to encourage repeat patronage. These programs also
help us to target specific user-status groups, such as our most frequent patrons and
heavy versus light spending patrons. This enables us to build a more
comprehensive customer database, which will help us focus our marketing
communications efforts more effectively, as well as cater to our customers’ needs
better.
2.5 Events
Our first event will be the official opening launch of The Getaway that is
going to be themed a festive carnival.
Many marketers have found that events are a very effective way to reach
target markets. Our focus is mainly on psychographic and demographic markets
when we target the ‘yuppies’. Furthermore, we have the advantage of having an
existing customer database under our parent company that enables us easy access
to our target market and other potential customers. This existing database is also
crucial for our direct marketing tool.
There are no other events planned for the first six months of operation due
to the heavy budget spent on the official launch.
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3.0 Media Mix
Radio is one of the mediums with the broadest exposure. Advertising on radio is more
cost-effective compared to ads on television. In Malaysia, there are over 30 radio
channels. The Getaway has decided to run advertisements announcing its launch over the
radio because of its wide coverage and cost efficiency. Hitz.fm and Mix fm are the two
leading radio stations targeted at yuppies. Hitz.fm positions itself as airing the latest and
coolest songs (capturing the Innovators and Early Adopters), whereas Mix.fm targets the
older yuppies, and much of Generation X and Y. Both radio stations are also known to
inform and keep the public up-to-date with the latest happenings in town.
According to Duncan (2005), radio is always a background medium that listeners
are less likely to pay attention to. Therefore, it is crucial that we choose the most popular
time slot that reaches to our target market, the yuppies. The yuppies market tune into the
radio particularly during broadcasting peak hours – that is, during the morning rush to
work (7am to 9.30 am), and on the way back (5 pm to 7.30pm).
The cost of advertising during this peak period is more expensive, but still very
much cheaper compared to television. Our advertisements will run for 25 seconds on both
radio stations, four times a week, for two weeks prior to The Getaway’s Launch. Each
airing of 25 seconds will cost us RM 550. The advertisement creates hype about The
Getaway’s carnival fair launch, highlighting the attending guest celebrities and activities
held for the day. Post-launch radio advertising will run till the end of February,
highlighting our ambiance, location, and operation times instead.
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3.1.2 Print
Readership scores are higher for print ads with coupons than for ads without them.
3.1.2.1 Newspapers
Getaway is going to place advertisements on newspapers, first advertising our launch,
and subsequently throughout the year, advertising our various promotions with coupons.
Newspapers are one of the most preferred media because of its cost-effectiveness (in line
with our budget) , high level of involvement and vast reach. Newspaper is a different
form of media print because the ads feature basic details of our services and our
promotional price. The immediacy of newspapers is advantageous for special promotions,
sales and one-time offers. The newspapers we propose to advertise in are The Star and
New Straits Times, both being predominantly the widest print distribution channels for
English news in Malaysia.
3.1.2.2 Magazines
Magazines are classified by the frequency of their publication, how and where they are
distributed as well as their target readers (Duncan T., 2005). Magazine advertising allows
you to place ads in periodicals that are read specifically by your target audience and are
often focused on creating and building brand image.
Magazines advertising is unique in the sense that
Often a reader will pick up the magazine two or three weeks after it was initially
published and the ad should still be of value to the reader. The most wanted magazines
among yuppie are KL lifestyle and KLUE. Both magazines are distributed in Kuala
Lumpur. The targeted audiences are yuppie. The type of advertisements that will be
placed in the magazine will be Gatefolds. The amount that will be spent on magazine
advertising is approximately RM1500 per advertising..
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3.1.3 Out-of Home
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3.1.4 Interactive - Website Marketing
The Getaway’s website contains detailed information about the menu, location,
and operating hours. Besides, online feedback forms will be provided for viewers to leave
feedback which can help us to make improvements in the future.
Furthermore, we will compile an E-mailing list to inform existing and potential
customers of seasonal promotions/events.
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4.0 Message Strategy
– an idea about how to creatively and convincingly communicate a brand message to a
target audience (Duncan, 2005, p.278)
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Strategic consistency is also upheld where, consistency occurs when The
Getaway’s messages differ but every message contains certain core elements. No
matter who the audience or medium is, The Getaway brand name, and motto “Where
some say it’s Heaven” should be integrated into all messages to leverage our brand
identity.
The foundation on which all our communication is built is our corporate culture,
mission and core values which seek to provide comfort in all that we do to cater to the
customer’s needs, as well as being environmentally aware, for the comfort of all in
the long run.
The Getaway seeks strategic consistency by fulfilling the consistency triangle
conditions. In our MC messages, we set expectations that we actually fulfill. We say
that The Getaway is the place to be, for any occasion because it is trendy, but
especially so when you want to just unwind because we provide a comforting
sanctuary - a chance to escape the everyday bustles of urban living. Everything about
The Getaway, from the décor, to the food, music, lighting, staff and overall ambiance,
ensures that these values are delivered to the customer. Furthermore, what we say and
do are reinforced and confirmed by those who patron us - reflecting their easy
recognition of, and trust in The Getaway.
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The main idea of the campaign in print media, is to show in visuals, a sequence of
a stressed individual (yuppie), rushing to the airport, then having to travel on the
plane for long hours (visual of frowning at a watch), juxtaposed by a visual of the
same stressed individual blissfully enjoying his food and drink in the comforts of The
Getaway, tucked away, but right in the centre of town. The slogan comes on: “Where
some say it’s Heaven” – not that far after all.
Similarly, the script for the radio ad would be as appended at the end of this
proposal under Appendix 2.
6.1.1 Reach
Reach refers to the percentage of an audience that has had the opportunity to be exposed
to a media vehicle within a specified period (Duncan T., 2005, p.432).
Hitz.fm and Mix.fm are leading radio stations among yuppie in Malaysia. Hitz.fm has the
average reach of 21 reach per millions users (http://alexa.com/data/details/traffic_details?
q=&url=hitz.fm). On the other hands, Mix.fm has more or the same reach as Hitz.fm
which is 20 reach per millions users.
The advertisements in magazines, the reach is based on the universe defined by the
category of interest of interest or use, so the reach for the KL lifestyle and KLUE is to the
customer who are willing visit new and interesting places and try out new cuisines
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Hitz.fm is 0.105millions [(21*0.5m)/100]. Mix.fm targeted reach is 0.1millions
[20*0.5m]/100)]
Table 1
Gross Rating Points(GRP) based on Total Kuala Lumpur Coverage
Radio Station Station rating Frequency GRPs
Hitz.fm 12 6 72
Mix.fm 9 6 54
Total 126
The number of readers KL lifestyle has 50,000 readers in Kuala Lumpur; however, only
25,000 are yuppies. Therefore, the targeted reach for Getaway is 0.5(25,000/50,000) of
CLEO magazines total reach. KLUE has 45,000 readers in Kuala Lumpur, only 20,000
are yuppies. It is therefore, the targeted reach for Getaway is 0.44(20,000/45,000).
Table 2
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Targeted Gross Rating Points(TGRPs) based on Total Kuala Lumpur Coverage
Radio Station Station rating Frequency TGRPs
Hitz.fm 6 6 36
Mix.fm 4.5 6 27
Total 63
Given the reduction in the station rating, the TGPRs reduce from 126% to 63%.
Supposed the targeted reach is 21 and 20, it will yield the frequency result of 1.71 (36/21)
and 1.35(27/20) for Hitz.fm and Mix.fm
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7.0 Budget
As a new comer in the industry, Objective and Task Budgeting method ( pg 224)
is the best budget method for Getaway. Objective and Task method starts with zero
based planning which determines the marketing communication objectives and tasks
that need to be done to accomplish each objectives.
It is important that objective setting and budgeting go hand in hand as it is
difficult to set as budget without objectives. The Objective and Task method uses a
build up approach consisting of three steps which are: (1) Defining communication
objectives (2) Determining the strategies and, (3) estimating costs associated with it.
The objective of Getaway is to increase awareness of the consumers towards the
restaurant. In order to achieve this, different forms of media is used to reach potential
consumers such as radio, magazines, newspaper, websites, etc.
Getaway must spend around RM 256,000 for the budget. Here, the budget will be
divided 5 as can be seen from the table below. The biggest percentage of the
campaign goes to broadcasting in which we advertise on the radio. This is the most
expensive because The Getaway is relatively new and it is important for us to build
brand awareness. Second most expensive will go to print media where we will
advertise in newspaper and also magazines.Sales promotion such as those done
through outdoor media takes a smaller chunk of the budget. The internet’s budget is
not high as it is fairly cheap to maintain. The launching although will be costly is
considered as a one time thing.
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Marketing Production Costs Media Costs Total
Communications (RM) (RM) (RM)
Tools
Broadcast
Radio
• Hitz FM 36,000
• Mix FM 34,000 70,000
Print
Newspaper
• NST 14,000
• STAR 15,000
Magazines
• CLEO 4,000
• KLUE 5,000
38,000
Out of Home
• Blimp 1,000
• Signs 2,000
• Flyers 1,000
• Posters 3,000
7,000
Interactive
Internet 500 500
Event
Launching 70,000 70,000
Public Relations 10,000 10,000
Total 265,000
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8.0 Scheduling and Timing
Table 3
Getaway Media Flow Chart
January February March April May June
1. Broadcast
~Hitz.fm, Mix.fm
2. Printout
~New Strait Times,
TheStar, KL lifestyle, KLUE
3. Out-of-home
~Flyers, poster and sign
3.Interative
~www.Getawaycafe.com.my
4. Launching
Broadcast – Hitz.fm and Mix.fm are used to create awareness among the target audience.
In table 3, it show that Getaway uses radio to delivered the message to the consumer
which in turn creating consumers’ awareness and further generating consumer demand.
The advertisement on radio will continue for two months (January and February).
Printout – The scheduling strategy applied in this media channel. It is where Getaway
heavily promote the café at the month of January, February and May. The important
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festival and public holiday generally located in these three months which are New Year,
Chinese New Year, Hari Raya and Labour Day.
Out-Of-Home – Getaway uses this channel to act as an supporting media which was fully
used in the off-peak season which are March, April and June. After the long festive
month of January and February, the purchasing power of the customer will decrease
which in turn lowering down the Getaway’s sales. Therefore, it is wise for Getaway to
distributed flyers with voucher to attract sales and attention.
Interactive – Setting up, maintaining and operating a websites is relatively cheaper than
any other media channel discussed above. Therefore, the website advertising will be
maintained throughout the time.
Launching – The heavy public relation and sales promotion that is done for this event is
during the pre-launch and the launch itself.
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9.0 Measurement and Evaluation
The purpose of this stage is to determine whether MC efforts were in fact successful
in meeting objectives, determine whether the MC efforts worked or not. From this
evaluation, corrections can be made to better the message and avoid costly mistakes.
Measuring and evaluating are crucial because the process is not only costly but also
takes up a lot of time and can be somewhat complicated. The process is done in 2
stages, the first is conducted during the development of the brand message strategies
and after the completion of the campaign.
9.1.1 Pre-testing
Pre-test are measure taken before the campaign has been launched. Here, we
can use focus groups as a mean of testing in which they will discuss on the the
ambiance and also the whole theme of Getaway.
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9.2.1 Sales Promotion
Feedback cards will be made available in The Getaway to gauge response from
the customers about our food, services, and even the communication methods or
mediums the patrons had come across to know about The Getaway. This increases
interactivity with the patrons and increases consumers’ involvement.
9.2.2 Radio
One of the ways in which to measure effectiveness is by using the average
quarter-hour rating (AQH RTG) in which is estimates the number of listeners as a
percentage of the survey area population. Another way of measuring is by using
RADAR (Radio’s All- Dimension Audience Research) where audience estimates are
collected twice a year on the basis of 12,000 daily phone interviews covering radio
listening behavior. Although this is more extensive, it is more meant for long term
planning compared to AQH RTG that provides information then and there.
9.2.3 Newspaper
To test whether newspaper is an effective media to use in our case we chose the
recognition method that is closely related to Roper ASW. This test is made to
determine the recognition print ads and compare them to other ads of the same
variety.
9.2.4 Magazines
Tracking studies have been used to measure the effectiveness of advertisements
on awareness, recall, interests and attitude toward the ad or brand as well as purchase
intention. Getaway has chosen this from of measuring effectiveness as the study can
be tailored to a specific campaign hence giving more comprehensive and accurate
data.
9.2.5 Internet
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One of the ways in which the effectiveness can be measured is the using an
online method called ‘Alexa’ that not only track the “hits” but also collects
information regarding demographics, psychographics and buying habit. So a more
comprehensive database is acquired. Not only that but also The Getaway may also
use online surveys to determine everything from internet usage to attitudes towards
the site.
10.0 Conclusion
With all the plans set in motion, we hope that the integrated marketing
communication plan will lead us to a successful venture and profitable business.
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