integrated marketing

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Integrated Marketing Communications
Name
Institution

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Executive Summary
The paper will have several components as far as an integrated Marketing Communications of
this "fast-food" restaurant is concerned. The fast-food business includes both a product element
the food, and a service element the interaction between the customer and the restaurant staff. The
business will be initially established by you and then expanded by offering the sale of franchise
agreements. We will be learning about creating a business and developing a marketing plan for
that business, plus expanding the business through a franchise distribution system.

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Product Analysis: Branding, Name, Logo and Slogan
EL’s Hell Fire Kitchen will be a family owned and operated restaurant. The restaurant
specializes in extremely hot and spicy food to melt your face. All of their menu items are fresh,
never frozen and carry a unique heat. The restaurant has bi-monthly contests to test the degree of
endurance of their patrons. If one comes to “Beat the Heat,” he/she can be immortalized on the
“Wall of Flame.” But they should be weary, if one does not complete the competition one will
end up on their “Wall of Shame.” The hours of operation are 10 am - 2 am Sunday through
Thursday and 10 am - 4 am Friday and Saturday. “Come Beat the Heat!” This paper brings forth
a marketing plan that is developed for a new restaurant by the name EL’s Hell Fire Kitchen. The
idea of this business grew from complains raised by the residents of Canterbury concerning lack
of satisfactory services from the available businesses offering fast foods and other alcoholic and
nonalcoholic beverage. The goal is to establish a leading restaurant that could guarantee quality
as well as apply online and other marketing strategies in a bid to outdo leaders of the industry
within Canterbury (Beard, 2015 p. 110.
The menu (food product) to be offered in the restaurant will consist of a LOW-FAT, LOW-
CHOLESTEROL, LOW-ACID food items and drinks. This means the menu will not contain
any:
 citrus fruit,
 tomatoes or tomato products,
 items containing caffeine and
 Chocolate.

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The purpose of this menu is to provide a healthy alternative to the existing fast-food restaurants
and address the health and fitness concerns of customers at the same time (Reid, 2012 p. 40). The
restaurant only serves items on their menu that are hot and spicy. The restaurant caters for
college students, foodies and chili heads. If one is looking for something different for lunch,
dinner or that after hour’s meal, this is the place to go. The restaurant has extended hours on the
weekends to cater for those individuals who have had an evening of fun and frivolity and need to
have some food that will get them focused! The restaurant has several different contests to help
anyone who isn’t quite sure if they can handle the spice. The restaurant also has a tasting bar for
all of their different levels of heat. This will allow the customers to get a good idea of what they
are getting themselves into. There is one exception; the “Atomic Bomb” spice is not on the
tasting bar. In fact, one has to sign a waiver to be able to taste this spice! The restaurant does not
recommend that anyone who has heart problems, pregnant or has digestive problems to attempt
to taste this spice (Grove et al., 2015 p. 201). Even if an individual is fully capable of enjoying
this spice, the individual should do so at their own risk. Remember their slogan is “Come beat
the heat!” the logo is as illustrated in the figure below;

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The Target Market Profiling
a. Demographic description of the target market:
1. Age segmentation: Fast food attracts people in Canterbury from ages between 18-40. But
when it comes to healthy the group narrows to ages 25 to 40. Mostly targeting Generation
“Y" consumers who work in a fast pace and do not have time for eating in a seat down
restaurants during their working hours.
2. Gender segmentation: one can apply both genders but women are more concern about the
healthy choices in their diet.
3. Income segmentation: Since healthy food is more expensive than regular fast food, the
business will be targeting middle to high income consumers.
4. Ethnic segmentation: The business will target the local consumers in Canterbury as well
as the Hispanics since Hispanic are a large portion of consumers in this region.
5. Family life cycle segmentation: The main family cycle would be young married or
divorced with children. The business will target the young population as well as the
mature adults between 30 to 45 years of age because they are more worried about their
health (Holm, 2016 p. 30).
b. Psychographic description of the target market
1. Personality characteristics: The customers would have a modern style personality since
being healthy is a new trend that has recently started to being used.

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2. Motive characteristics: Since being healthy is the smart choice, costumers would like to
appear smarted next to their peers. This will motivate them to embrace the products even
more.
3. Lifestyle characteristics: Costumers who are in the fitness lifestyle would want to eat
healthy, as well as head of families who want to introduce this pattern to their love ones
(Dinnie et al., 2010 p. 401).
The Objectives
EL’s Hell Fire Kitchen uses a secret combination of spices to get your palate watering. The
restaurant does things a little bit different from the competitors. First, the restaurant never freezes
anything. Everything that you put in your face is fresh. This includes the spices. The restaurant
roasts and dry spices on their own. This gives the employees an opportunity of making the spices
according to their customers’ likes. Second, the restaurant is dedicated to only having items on
the menu with spice. For instance, one may go to a restaurant that has one or two hot dishes on
their menu, but when one goes to the kitchen, everything on the menu is spicy. This includes
drink items as well. One can have the Mexican hot chocolate or the habanero chocolate shake.
The restaurant also has desserts that have a kick. From the jalapeno cheesecake to the chocolate
dipped ghost peppers (Tsai, 2015 p. 437).
1. Location objectives
The perfect location should be a business district where there are many offices with employees
who are given half an hour to one hour for lunch. The restaurant will accommodate their needs
since they need fast food. This business will have a direct channel orientation because it’s

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products and services are oriented directly to the consumers. The restaurant will be in a walking
distance to many work offices where people do not have to get in their car and drive to the
restaurant, at the same time the restaurant will have plenty of parking lots for those who intend
drive there (Stewart, 2015 p. 139).
2. Marketing Objectives
To attract the targeted market, the restaurant will be using the retailing mix method which
consists of six P’s. Products, promotion, place, price, presentation and personnel, the product is
the healthy menu the restaurant will be offering to the clients which are based on fast food form
organic ingredients. For promotion, the goal is to position the restaurant in the consumers’ minds
by focusing on advertising, publicity, sales promotion, special events to target the market. For
the place, the restaurant will consider important factors such as the area’s economic growth
potential, the amount of competition, geography, neighborhood social economic characteristics,
traffic flows, land costs, zoning regulations, and public transportation. It is also important side’s
visibility, parking, entry and exit locations, accessibility, and safety and security issues. For
pricing, this is another important element because it is critical to insure sales (Carson, 2015 p.
34). The restaurant will differentiate itself from the rest competitors with a slightly higher price
which will indicate a better product quality and it will reinforce the prestigious image of that
business. Presently, it is mainly based on the atmosphere, the overall impression conveyed by the
restaurant’s physical layout, décor and surroundings (Dibb and Simkin, 2013 p. 30). The
atmosphere will create a friendly and fun attitude environment. The layout is also a key factor in
the success; the goal will be to use all of the restaurant’s space effectively including isles
fixtures, merchandise displays in non-selling areas. The personnel should be based on costumers-

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sales person relationship. The restaurant will train the staff to be more friendly and respectful
with the clients and to pay attention to the customers’ needs so they can feel satisfied with the
services and products, and that will differentiate it with the competitors. The restaurant will meet
the customer’s expectations by providing great consumer service (Carlson., 2015 p. 230).
Marketing Communications Methods: Positioning Statement
There are several restaurants in this area (approximately 450). One can have Greek food,
southern soul food, Italian food, Mexican food, French cuisine and even Ethiopian food in
Murfreesboro, TN. But there is only one restaurant where one will find a way to heighten your
palate and ignite your feast; EL’s Hell Fire Kitchen! The restaurant is the only restaurant that has
a spice in every item on the menu. Other restaurants can offer an individual one or two menu
items that have some spices. Even with those selections, they do not offer the volcano of flavor
that you will experience on the menu. The restaurant simply asks, “Can you beat the heat?” The
restaurant has several contests throughout the year. Will you be on the “Wall of Flame” or on the
“Wall of Shame?”
Perceptual Map
•High Quality
Low Spice
•Low Quality
Low Spice
•High Quality
High Spice
•Low Quality
•High Spice
Hooters,
BuffaloWild
Wings, Wing
Zone
Els Hell Fire
Chicken
3 Brothers
Brew house
Slick Pig
BBQ,
Kirkenburts
BBQ

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This is a written narrative describing why and how you think the target market you have
identified will be attracted to go to your restaurant and consume your product. The restaurant has
to position themselves into the consumer’s mind that the restaurant is the smartest way to go. By
choosing other non-healthy fast food they are not being smart. The restaurant wants to
differentiate themselves between them and the others. While they eat other foods, a feel of guilt
should come to their mind. The customers will also be attracted by the method of operation
which is healthiness, quickness and quality at an affordable price (Dinnie et al., 2010 p. 397).
Promotional Plan
The company will use various marketing vehicles in bid to reach the entire population of
Canterbury which forms the target population. In this regard, product promotion will be the chief
aim of this integrated marketing communication and will be carried out through; the company
website, Facebook, twitter, blogging and you tube, electronic newsletter, personal conduct
(business cards), brochures, fliers, direct mail, radio, television, newspaper and magazines,
sponsoring events, as well as exhibiting at important trade shows housing retailors (Eagle et al.,
960).
The above strategies have proved to be successful for Coca-Cola Company and the PepsiCo. The
two collectively own 70% of the US beverage market. Coca-Cola Company for instance makes
effective use of social media platforms to enhance or promote its brand. A good example of the
latter is Shake a Coke campaign that reached more than 50 world’s nations. The two companies

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are also known to support key events as global games in a bid to market their brands. More still,
the two perform exhibitions to lure more retailors into their business (Pitta et al., 2015 p. 159).
1. Advertising
The market for fast food is fast becoming demanding. While fast food chains in the earlier years
failed in their desire to market low calorie fast foods, a number of companies have presently
found out that selling healthy fast foods pays off. This therefore requires the company to design
an advertising strategy that is quite unique in order to gain a competitive advantage. While it
would be a corporate suicide to advertise the fast food only as “healthy”, there is a growing trend
towards quality in both ambiance and food. Given that many people are going for the restaurants
offering fast foods at slightly higher prices and much higher quality, the advertisement will
mainly target middle and high income earners. The advertisement will be based widely on the
impulsive choice of consumers and also assuring the consumers that the restaurant has a reliable
menu that provides the best selection for healthy foods for all weight sensitive consumers. The
advertisement will be aimed at ensuring that the restaurant becomes the customers’ favorite
destination as far as fast food is concerned. The goal of the advertisement is to capture most of
the customers and build a customer loyalty through consistent daily special, direct mail list, and
purchase punch cards (Gurău, 2012 p. 176).
2. Mass media plan
One of the major goals of fast food marketing is to make the consumers feel special, as though
they are part of the product. The objective is to increase the amount of fast foods that the
customers will be consuming, and even keep them coming back for more. The type of media

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chosen in this case will be that, which ensures effective competition with other fast food
restaurants as well as creating a positive public image for the restaurant. To achieve this
objective, the mass media plan will be designed such that it divides customers into different
segments based on the things that make each segment distinct, such as people’s age, location,
income, gender or race. This is known as target marketing and the objective is not to celebrate
the various cultures but rather to ensure that a certain group of people get to eat more fats food.
Since the fast food majorly targets the middle and high income earners, television would be the
best media channel to be used for advertisement in this case since it reaches a large number of
consumers. The advertisement should be designed in such a way that it makes consumers feel
that the restaurant offers the best kind fast food. The other vital media channel is the social media
since most modern consumers who are health sensitive often use the social media such as
Facebook, Twitter, and so on (Thøger Christensen et al., 2015 p. 161).
3. Sales promotion plan
Given that the fast food industry is highly dominated and competitive, the restaurant must be
savvy when developing marketing strategies that will ensure consumer traffic. This involves
staying in touch with the customers. The restaurant will first establish the needs of the consumers
by conducting a market research. The restaurant will offer free sample foods to the customers in
order to entice them and keep them coming back for more. It will reward the people who
frequently visit the restaurant and offer them free drinks for their first four visits, and free fries in
their next four visits. It will also use market segmentation to identify the key groups of
consumers who patronize the restaurant, obtain the addresses of their locations so as to mail
coupons to them (Ewing, 2013 p. 115).

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Scheduling/Execution Timeframes
EL’s Hell Fire Kitchen will develop a marketing strategy around the target market segment;
males and females from 20 – 24 years old. Their attitude towards the product is a challenge!
EL’s Hell Fire Kitchen will start the marketing strategy July 25, 2017. This will help us establish
the brand to the customers and create brand awareness:
 The restaurant will partner with Middle Canterbury State University to include the
marketing material in the student orientation guides that are sent to the students one
month before the fall semester begins.
 These same pamphlets will be placed in student centers on the campus starting on August
25th when the semester begins. These areas will include the cafeteria, dorms and at the
student center.
 The restaurant will use the Social Media: Facebook, YouTube, Pintrest, Twitter and
www.beattheheat.com to promote the location.
 The restaurant will promote their first contest that the restaurant will be running for the
year. To do this, the restaurant will partner with the campus radio and television stations.
The restaurant will conduct an interview at the location and challenge the host or reporter
to try the heat levels live on air on August 31st! Once the restaurant has sufficiently
burned the host/reporter, the restaurant will initiate a challenge to the students that are
viewing/listening to the “Come beat the heat contest” on September 5th (Smith et al.,
2016 p. 675).
Budgeting

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Product promotion and advertisement will to take the 50% of the overall funds that are set for
budgeting strategy, while availing the products and services to the recognised place will take
about 25% and the rest will be consumed in the product making/brand and price determination.
The overall estimated budget is worth $400 million; therefore, product promotion will take $200
million, while estimated amount for product delivery to the consumers will about $100 million
and the remaining $100 will be used in the product branding and price determination research
which will involve marketing research that will be carried out by the marketing experts of the
company and the entire company’s management (Garretson and Burton, 2015 p. 20).

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References
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Marketing, 41(7/8), pp.956-970.

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