Marketing - Brio Tuscan Grill - Assignment Example

One of the most popular means of creating distinction involves uses of integrated marketing communications. The advent of numerous channels of communication has further heightened the need for business organizations to pursue a policy that would help marketers to communicate and showcase their products and service offering to the target market segment. The role of integrated marketing communications become even more important considering the fact that it is the only channel by which marketers can communicate with their customers.

The advent of the online channel and e-commerce has further bolstered the need to ensure greater efforts on the part of marketers to undertake a formidable communication plan involving all possible channels of communication so as to capture a large variety of target market audience. The present study would discuss and analyse the integrated marketing communication of Tuscan Grill Restaurant in order to gain a practical insight into the aspect of integrated marketing communication strategy. Tuscan Grill is an Italian restaurant operating under the Bravo and Brio group of restaurants.

The Italian chain of restaurant has its business operations spread across many states in the USA and aims to be one of the finest Italian restaurants in the lucrative US market. The company has a wide menu range covering every famous Italian delicacy. The customer segment of the restaurant includes a broad target audience comprising of business class to professionals and family members. An optimum pricing strategy is followed by the restaurant in order to cover a larger consumer audience. The company’s selling proposition includes providing the best quality of service and a mouth watering menu that tends to generate the best experience for the consumers (Brio Restaurant Group, “Welcome to BRAVO | BRIO Restaurant Group”).

The following sections would present an analysis of the integrated marketing communication strategy of the company so as to help formulate plausible recommendations for the organization to help maintain profitability and sustainability in the market. Integrated Marketing Communication Integrated marketing communication strategy involves using multiple channels of communication to communicate the message to the target market audience. Over the year advertising and promotional expenses are soaring to new heights and are perceived to be a very crucial factor in determining the success or failure of a product in the market (Belch & Belch, p. 4-5). Bio Tuscan Grill also has an integrated marketing communications strategy with the company using multiple channels of communication.

There are many channels of communication that are used by marketers’ namely traditional channels like advertisements both in electronic as well as print media. The growing popularity of internet along with the popularisation of social networking sites like Facebook and Twitter have opened up a new channel by which marketers can communicate to a large section of the target market audience. The opening up of the website greets audience with a soft music that makes it attractive for viewers and ensures retention so that customers do not navigate away from the website.

Bio Tuscan Grill uses direct promotions such as online gift coupons and other discounts to attract customers. Apart from this it also sponsors promotional events where free lunch or dinner is provided to help make consumers taste the