How to implant a French cafe in Ireland in terms of marketing communication?

Résumé du document

A French cafe-bar is trying to enter the Irish market. A marketing team has been taken into account for several matters, such as, the location, the café-culture, the market data and the customers' habits.

To launch this cafe-bar, marketers will have to develop an integrated marketing communication campaign. Indeed, they will use traditional and contemporary communication tools. In this way, how will the marketing team act for this project?

The framework to follow is firstly to set up objectives to achieve, to study the target profile and to select a right budget approach. Secondly, the IMC campaign has to be elaborated by choosing the most efficient promotional tools and the relevant media to communicate about it. A marketing team was in charge of the French cafe-bar implantation in Dublin. They chose this city because it's a capital and there is a melting-pot culture, notably a big part of French people who go often to this kind of place.

Extraits

[...] Ambient Media could be relevant in the launch of the cafe-bar. The only black point is that most ambient advertising campaign depends on surprise and creativity. Like the cafe-bar can't be sure to be pioneer in the utilisation of a vehicle, this choice needs to be considered carefully. Sales promotion According to Pickton D. and Broderick A. (2001:531-550), “sales promotion are marketing communication used to encourage the and/or end customers to purchase or take other relevant action by affecting the perceived value of the product being promoted or to otherwise motivate action to be taken.” In this way, this communication tools seems to be completely appropriate for a cafe-bar with a low involvement in the consumer decision making process. [...]

[...] The most relevant sought information has been selected to create the questionnaire (cf. Appendix 1). Like the cafe-bar is supposed to be open all day long, interviews took place at different hours of the day. For the relevance of the information, different places have been chosen. To process the data and analyse, the software Sphinx has been used. The target will follow the segmentation described by Pickton D. & Broderick A. (2001: 242-259) Rossitier J.R. & Percy L. (1997: 59) and Hill L. [...]

[...] MacGraw Hill editions. p.15-24, p.25-31, p.42-59 and p.107-134., p. 492-508, p. 522-530. Sutherland M and Sylvester A.K Advertising and mind of the consumer. 2nd edition. Kogan Page editions. p.203-206 and p.238-247. Hollensen S Global marketing, a market responsive approach. 2nd edition. Prentice Hall editions. p.519-542. Batra R., Myers J.G., Aaker D.A Advertising management. 5th edition. Prentice Hall editions. p.77, p.81-90, p.112-121, p.174-190, p.317-320 and p.349-351. [...]

[...] (2000: press can create a strong link between readers and the headlines of certain magazines. This kind of advertising is also the only one that consumers can buy directly and frequently. It supposes a high involvement and a vast loyalty. Magazines provide a huge liberty of consummation because it is the only one media that people can “consume” anytime, anywhere, and read during leisure time (longer attention to ad). Moreover this is a high market segmentation considering the diversity of its offer. [...]

[...] (1993: 119-120), messages are not expensive to produce; so we can multiply it according to the actions of promotion. The local radio stations permit to target the geographic place and to choose the right moment. Radio is a media of information which can be used to prevent customers of cafe-bar events Respecting the objectives, the radio medium is for the cafe-bar an incontestable way to build traffic up to the point of sales. Furthermore, radio has a huge ability for repetition, useful to create brand equity. [...]