Advertising Campaign of of the Aroma Coffee Restaurant - Coursework Example

ADVERTISING CAMPAIGN Table of Contents Table of Contents 0 Introduction Brand Positioning 2 Creative Approach 3 Media Strategy 5 Effectiveness 7 Conclusion 8 References 9 Introduction Effective marketing is one of the prerequisites of business success. Companies employ a wide range of methods and strategies to achieve competitive advantage and become successful in the market. Marketing campaigns are effective strategies through which a company can enhance its image in the market and achieve a larger share of the market. Various media tools and tactics are often employed in meeting marketing campaign goals. The success of these tactics depends on their alignment with the business model. This paper presents a detailed plan upon which the marketing campaign of the Aroma Coffee Restaurant would be based. The restaurant is based in the UK and plans to grow its market share and competitiveness spontaneously. The positioning of the Aroma Coffee brand within the UK market is analyzed within this report with a goal of demonstrating the unique features which differentiates it or makes it unique and more competitive than other coffee shops and restaurants. A creative approach in marketing communication is proposed by highlighting the innovative strategies which make it effective. The media strategy that would be employed in the marketing campaign and its justification are also described. More importantly, the target market segments and their attributes, including the assessment of the effectiveness of the marketing campaign are explained. Brand Positioning Aroma Coffee Restaurant is a unique brand and business concept because of its peculiar market positioning approach, which differentiates it from other coffee shops and restaurants. In order to position itself within the market, Aroma Coffee Restaurant targets a wide range of consumers of its coffee products and services. The restaurant specifically targets coffee drinkers. In order to become competitive in the market, the restaurant offers its customers with premium and high quality coffee, which supersedes their expectations. Aroma Coffee restaurant targets coffee drinkers within urban centers. Its positioning strategy within the UK cities is based on the quality of its coffee and the services that it offers to the consumers. The restaurant’s focus is to provide customers with an experience that goes beyond its coffee products. In achieving this, Aroma Coffee restaurant uses is employees to achieve excellence in service delivery. It is through this strategy that the restaurant is able to become the coffee shop of choice within the market and as a result become highly competitive (Dickinson-Delaporte, Beverland & Lindgreen, 2010, p. 72). Aroma restaurant’s product positioning is achieved through its consciousness about health. For instance, the restaurant uses natural sweeteners in its coffee and related products. In addition to its coffee, the restaurant serves its customers with salads, pastries, and baked foods, other cold and hot beverages. The restaurant provides its customers with differentiated coffee related products in addition to its coffee so that it can meet their unique and diverse needs. More importantly, luxury and affordability are two main positioning strategies, which have made Aroma Coffee Restaurant highly competitive in the UK market. The design of Aroma Coffee restaurants is congruent with the local values and preferences. It is due to this that the restaurant is appealing to consumers as a comfortable and luxurious place to take coffee. The key strategic reasons why the success of Aroma Coffee Restaurant is guaranteed include the differential appeal, positive brand image, penetration into the market and active engagement with its customers. The restaurant employs social media and website platforms to involve its customers about its product and service offering. This has caused it to have meaningful relationships with the consumers. The targeting a wide range of niche markets has also allowed Aroma Coffee Restaurant to have a relatively large share of the market. The restaurant’s market positioning and competitiveness is effective than most of its competitors, such as Relish, Dose Espresso, Red Roaster and the Apple Tree. For instance, Aroma Coffee Restaurant offers its customers with comfortable chairs within an environment of relaxing music. Offerings such as Wi-Fi within the restaurant are used to attract customers and make it the coffee restaurant of choice in the market. The restaurant environment is also suitable for both family coffee consumers, groups and individuals consumers. The progressive human resource policies within the Aroma Coffee Restaurants demonstrate that its competitive strategy is highly sustainable. The employees of the restaurant are provided with good working conditions, which make the restaurant a desirable place to work. The human resource policies within the restaurant are also based on competitive compensation, which motivates its employees. This is based on the understanding that it is through the workforce that the success of business within the service industry is achieved (Heath & Feldwick, 2008, p. 30). The happy culture within the Aroma Coffee Restaurant makes the employees highly interactive and communicative with customers. This involves asking the customers about their preferences and needs. The employees happily assist customers to make choices of the coffee related products with which they take Aroma Coffee. The packaging of Aroma Coffee is attractive and well designed. The environmental friendliness of the coffee packages makes the restaurant to have a good image for its adherence to corporate social responsibility obligations. Through the packaging of the Aroma coffee, the individuals within the take away market niche are provided with convenience. In differentiating its service offerings, Aroma Coffee Restaurant also offers home and office delivery services. These services are efficient and aligned strictly to the needs and preferences of coffee drinkers. The customers of the restaurant are also able to make online orders and phone calls. This allows the restaurant to provide a wide range of services which positions it within the higher level of competitive advantage. Creative Approach The creativity and innovativeness of the marketing campaign strategy within Aroma Coffee Restaurant is depicted by the reality that it is based on contemporary or modern promotional approaches. Rather than the rather boring traditional marketing via broadcast and print media, the restaurant employs a more interactive campaign strategy. This is strategy is based on the realization that modern consumers appreciate innovative approaches in reaching out to them and making them feel as being part of the campaign (Dickinson-Delaporte, Beverland & Lindgreen, 2010, p. 71). Because the restaurant’s marketing campaign strategy has the coffee consumer in mind, the marketing content is designed to be consistent to their needs. Sharable content is also used in the campaign strategy to enable coffee consumers to share their experiences with Aroma Coffee restaurant. In this sense, consumers are given the opportunity of luring others into the restaurant. Through the creation of networks, the campaign strategy of the Aroma Coffee Restaurant has enabled it to receive many referrals that end up becoming loyal customers to its coffee products and services. The marketing communication strategy is also designed in a manner that it is aligned to the attributes of various niche audiences. In order to achieve this, the restaurant engages its marketing research staff in research processes that are aimed at determining the preferences of various niche audiences. The marketing research data or information is then applied in the design and implementation of the marketing campaign. The marketing campaign strategy of the restaurant is also unique because it is designed with the call for action intention. After the attention of the customers has been attracted to the restaurant’s products and services, the marketing campaigns engages them in a manner that motivates them to act and try out what the restaurant offers. The use of reputable persons and endorsements in the marketing campaign of the Aroma Coffee Restaurant is attributed to its ability to attract more customers. Celebrities are used in marketing campaigns with an intention of convincing the consumers that Aroma Coffee is the best in the market. Additionally, the restaurant sponsors various activities within local universities in order to attract more young consumers to its products and service offering. During these sponsorship activities, the restaurant staff gets to engage directly with the customers and therefore answering their queries in a more personal manner. It is through this that the restaurant is able to win the loyalty of its coffee drinkers. The design of the marketing communication images and messages is based on creativity and innovation. The restaurant uses is marketing staff to come up with diverse formats that are attractive to a wide range of media platforms. This is achieved through the use of videos, animation, text and graphics to enhance the quality of marketing content. The effective imagery of the restaurant’s marketing messages is the reason why the audience is able to recall the Aroma Coffee brand. This influences their decisions on the kind of coffee brand to purchase. Through visual marketing, the audience is engaged more and convinced that Aroma Coffee is better than the rival brands and coffee shops. Media Strategy Aroma Coffee Restaurant employs an integrated marketing approach. This means that its media strategy integrates a wide range of media to achieve the marketing goals and objectives in a more effective manner. An integrated marketing approach involves the utilization of various media in promotional activities with an objective of communicating the same message to the audience and meet common goals (Heath & Feldwick, 2008, p. 34). The restaurant employs various media within the social networking sites and online platforms, with a goal of reaching out to the vast coffee lovers within online communities. Therefore social media sites, such as Facebook, YouTube, Twitter and blogs will be used to reach out to consumers in these communities. In doing so, the restaurant will create accounts and fan pages within these sites. Through the social media, Aroma Coffee Restaurant will be able to access and engage a large number of fans of coffee in promotional processes. The integrated media strategy is aimed at ensuring that the restaurant will communicate with the consumers of coffee through online approaches that are appealing to them. The choice of an integrated approach allows the restaurant to engage its customers with a wide variety of marketing communication formats. For instance, Facebook will carry image, text and video displays of the restaurant’s products and services. YouTube will involve video and podcasts that promote the restaurant. Active chatting via blogs and Twitter will allow the restaurant’s employees to provide more information to the customers about its product offerings. This is aimed at popularizing the restaurant and making it more attractive to the coffee consumers. The fact that millions of internet users spend a large portion of their time on social media sites makes them more appropriate for the marketing efforts of the Aroma Coffee restaurant. Instead of adopting a purely traditional media, the restaurant will only focus on television, as one of its advertisement media. This is due to the significant impact of video on the audience. The television marketing images will be aligned with the video on the social media platforms so that the marketing strategy remains integrated. A greater impact of the marketing communication on the audience is expected to be achieved if the images appearing on the various media platforms communicate the same image. The focus on online media as opposed to the traditional marketing media is aimed at reducing the costs associated with the restaurant’s marketing campaigns. Online marketing platforms are free and therefore cost effective approaches in marketing communication. Additionally the restaurant will be able to achieve its financial goals with more effectiveness if online media are utilized in marketing campaigns. The amount that would be saved through online marketing will be used to compensate employees and provide them with bonuses, so that they would be more motivated in their work. Target Audience The restaurant will target four main market segments in its coffee product and service offerings. The marketing processes will therefore be directed at its market segments. These are the behavioral segment, geographical segment, psychographic segment and demographic segment. By targeting a wide range of segments, the restaurant will be able to reach a wide market. The marketing segmentation approach is based on the fact that coffee lovers range from 18 to 60 year old consumers from various social economic backgrounds. The provision of the restaurant’s services will however be aligned with the unique attributes or characteristics of its four main market segments. Within the demographic segment, the restaurant will target both male and female gender groups within a wide age range. The restaurant will also target families. This is due to the fact that families comprise of an attractive market that includes couples with or without children. The restaurant will target generation X in its marketing communication and therefore employ social media platforms to reach out to them and engage them. Since the restaurant offers competitive prices for its premium products, it will target medium to upscale levels of income. The working class and students are attractive markets within the restaurant’s demographic segment. The coffee products and services within the restaurant will be designed to fit the UK nationals and market. The restaurant’s psychographic segment will involve consumers who value in premium and high quality coffee. Additionally, the consumers who value a relaxing atmosphere for their coffee will be targeted. This is the basis for the design of the restaurant environment. The interest and love for coffee is the main aspect of the psychographic segment, upon which the restaurant’s business operations are based. The marketing processes will be driven by the need to change the opinions of the consumers by allowing them to consider it more appealing than its rivals. Classy lifestyles are other attributes of this segment which makes it suitable for the restaurant’s premium coffee. The behavioral segment will involve users who seek a relaxing environment while taking their coffee. Additionally, this segment involves individuals who seek to gain from premium coffee at competitive prices. The frequent drinkers of coffee are the main target customers within this segment. Through its marketing campaigns, the restaurant will seek to motivate brand loyalty so that its consumers will take their coffee at Aroma Coffee restaurant. Occasions such as holidays in addition to events will allow the restaurant to make high occasional sales. The UK is the geographical segment of the restaurant’s coffee products and services. Within the UK, the urban areas or cities will be targeted. This is due to the high population within the urban areas, which makes cities wide markets for coffee lovers. The restaurant will be located in urban areas with a higher population density so that it would be able to make more sales and maintain a large customer base. The weather patterns that are associated with the UK, such as cold seasons are expected to allow the restaurant to make significant sales of its coffee. This is due to the fact that taking of coffee is motivated by cold seasons or periods. Effectiveness The ability of the marketing campaign to achieve its objectives will be assessed in determining its effectiveness. The marketing campaign aims at achieving 9% of the market share in the first two years of operation. If the marketing campaigns promote the coffee restaurant effectively, they would be able to achieve a large market base that is aligned with the marketing goals. Additionally, the marketing campaign is aimed at utilizing innovative strategies to have the most influential impact on the coffee consumers. The innovativeness of the marketing communication tools and approaches will therefore be analyzed for effectiveness. The return on investment of the marketing or promotional campaigns will also be monitored and assessed. The restaurant plans to conduct market research upon which its marketing strategies will be based. The market research is anticipated to cost the restaurant $12,000. In addition to other marketing costs, the income of the coffee restaurant at the end of the financial year is expected to demonstrate high profits in order for it to be rendered effective. The profits that Aroma Coffee Restaurant would make will therefore be evaluated to determine whether they surpass the costs associated with various marketing campaign activities, such as sponsorships, social media processes, rewards, discounts and free samples. The effectiveness of the tactics of marketing campaigns will also be analyzed. This involves the determination of the level of interaction that the restaurant was able to attain through its social media tactics. For example, the fan base of the restaurant’s social media pages, blogs and websites will be compared with competing coffee shops in order to determine their comparative effectiveness. The initial touch of media tactics on the audience and the rate of growth in communication processes will also be evaluated. The relationships that the restaurant develops with its market through the social media interaction will also indicate its marketing campaign effectiveness. This is due to the reality that an effective marketing campaign must be interactive and enhance communication and relationships between a company and its stakeholders (Grönroes, 2004, p. 102). The level of staff involvement in marketing campaigns and their performance will also be used to assess its effectiveness. This includes the participation of employees on campaign teams and their contributions. The role of marketing campaign efforts in motivating employees and allowing them to offer high quality services will also be used to indicate how effective the marketing campaign processes and activities are. The ability of employees to play team roles effectively and their engagement with the management staff during the implementation of the marketing campaigns will indicate their effectiveness. Conclusion From the above report, it is evident that Aroma Coffee restaurant has several opportunities within its market, which it would utilize for competitive advantage. This includes the adoption and implementation of an effective marketing campaign and strategy, which would popularize it within the market and make it high competitive. A modern approach in marketing communication processes, such as the use of social media platforms, is recommended for the restaurant because of its interactive nature. The restaurant’s market would grow rapidly if the proposed strategies are implemented. More importantly, the involvement of all managerial staff and employees in making the proposed strategy workable is necessary. The restaurant needs to spend adequate funds in market research and communication processes. Sponsorships, endorsements, rewards and employee motivation or good compensation are recommended. Endorsements will make the restaurant attractive and classy. It is important to note that the restaurant’s marketing objectives would only be met in an effective way through its employees. The evaluation of the campaign effectiveness is necessary because it is used to determine if objectives and goals were met. References Dickinson-Delaporte, S, Beverland, M, & Lindgreen, A 2010, Building corporate reputation with stakeholders, European Journal of Marketing, 44, 11/12, pp. 56-74 Grönroes, C 2004, the relationship marketing process: communication, interaction, dialogue, value, Journal of Business & Industrial Marketing, 19, 2, pp. 99-113 Heath, R, & Feldwick, P 2008, Fifty years using the wrong model of advertising, International Journal of Market Research, 50, 1, pp. 29-59 Read More