Fromage artisans is a specialised cheese bar that pairs cheeses and alcohol from all over the world. This report given a brief insight to the business' integrated marketing communication plan. Its core product is food & beverage, takeaway wine and cheese, and it is also an event space. Its facilitating and supporting products are, wine and alcohol pairings, gift hampers, and gift vouchers. Fromage Artisans' augmented products are its accessibility and location in an old bank vault. Their target markets include, women between the age of 20 to 40 years old, and the corporate market. These target markets are divided into the four bases of segmentation, which are, psychographic, geographic, behavioural, and demographic segmentation. By diving its target markets Fromage Artisans has come up with an integrated marketing communications plan. The mediums that will be used are, social media platforms, sales and promotions (through their Fromartisan club), and The Urban List Perth. In addition to that, Fromage will also be implementing internal marketing strategies with its employees.
Marketing encompasses a range of different factors. In essence, marketing is informing customers why they should choose a business' product or services instead of their competitors. In the service industry marketing is about creating customer satisfaction and value. The success of a business should be customer focused and heavily committed to marketing. The four product levels give an in-depth view as to what a business is selling. Fromage Artisans is a specialised cheese bar that pairs cheeses and alcohol from all over the world. Their main target markets are women between the age of 20 to 40 years old, and the corporate market. Based on these target markets, an integrated marketing communications plan has been designed to ensure effective marketing. (Kotler et al., 2014).
There are four levels of product, core product, facilitating and supporting product and augmented product.
A core product is what a business is actually selling. In this case it is Food & Beverage, wine and retail space (takeaway wine and cheese), and an event space. Fromage Artisans is high-end, speakeasy bar located in the Perth CBD. They are one of the few bars in Perth that has a takeaway wine license and is the only wine and cheese pairing bar in Perth.
A facilitating and supporting product are services or goods that must be present in order for guests to use the core product, it also adds value to the core product. Fromage Artisans' pairs alcohol with cheese. They are known for their alcoholic flights; which are small portions of cheese paired with whiskey, wine and rum. Besides that, they also offer additional services such as gift hampers and vouchers for special occasions. Fromage also offers its customers the opportunity to sign up for a club known as the ‘Fromartisan Club'. Once a customer has signed up for this, they are given an option to pay a 3-monthly or 6-monthly subscription, where wine and cheese will be delivered to their doorstep every month.
An augmented product includes the atmosphere, accessibility and customer interaction with the bar itself. Fromage Artisans is located in St. Georges Terrace. One factor that makes this place unique is its atmosphere. It is located in an old bank vault, which they have transformed into a climate controlled fromagerie. Other factors that make this place unique is the excellent staffs who work there. They are knowledgeable about cheese and alcohol pairings and is always ready to answer cheese related questions customers may have. (Fromage Artisans, 2018)
Fromage Artisans' had two main target markets which are segmented into the four bases of segmentation. The four bases of segmentation are, geographic, psychographic, behavioural, and demographic segmentation.
Demographic segmentation is separating the market into groups based on factors such as, age, gender, life-cycle, income, nationality, race and religion. (Kotler et al., 2014). Geographic segmentation dives the market into geographic elements such as, nations, states, countries, cities and regions. (Kotler et al., 2014). Psychographic segmentation divides consumers into different segments based on social class, lifestyle or personality. In addition to that, people in the same demographic group could have different psychographic characteristics. (Kotler et al., 2014). Behavioural segmentation on the other hand are buyers divides into groups based on their attitude, knowledge and use or response to a product. (Kotler et al., 2014).
Their first target market is women between the age of 20 to 40 years old. They have segmented this market into demographic, psychographic and behavioural segmentation. Research shows, 54% of consumers between ages 20 to 40 years old, who consumed wine were females (Wine Australia Consumer Study Report, 2017). Since Fromage Artisans is a high-end cheese bar, it attracts people of a certain social class, lifestyle and personality. For example, they recently organised and hosted a fashion show for The Perth Fashion Festival. Besides that, they also host a lot of Hen's parties during wedding season.
Another main target market for them is corporate market. They have segmented this target market into geographic and psychographic segmentation. Because it is located in the city centre, it is in the heart of the business district and there are many corporate firms located in the same area. Fromage Artisans hosts a lot of corporate events for big firms and also do cheese grazing board in-house and take away (boards are brought to the firm itself and set up).
Marketing Communication Plan
A company's marketing communication plan is also known as a total promotion mix. It consists of five main different tools in the communication mix, advertising, public relations, personal selling, sales promotion, and direct marketing. These tools are used to convey customer value and customer relationships. (Kotler et al., 2014). The communication mix tools that would be suitable for Fromage Artisans are advertising, sales promotion, direct marketing, and public relations.
An integrated marketing communications plan brings the image and messages the company would like to portray. It involves identifying the target markets and putting together a promotional program to gain the anticipated audience response. Communication plan needs to be tailored to each target market. Once a target market has been identified, a business must determine the communication objective.
The first objective of an integrated marketing communications plan is to increase brand awareness. This strategy is an external and pull strategy. With the help of social media platforms; such as Facebook and Instagram, we will be able to increase brand awareness. These social media platforms are used by all age groups and will reach a big number of people. Furthermore, Facebook and Instagram allow business to track the number of people a specific post has reached reach, with regards to the selected target audience. The message Fromage will portray through these platforms is its existence in a flourishing city like Perth, its distinctiveness as a cheese and alcohol pairing venue (exceptional experience) and its unique location in a bank vault. The ethical considerations that need to be considered is to not mislead the target audience, hence always using the right images and words in order to get the right message across.
The second objective is to increase business demand for a product category and increase repeat purchases. Through the Fromartisan club, benefits such as discounts and special events just for members will be implemented. Club members will be given a small token that they will be able to use when they are in Fromage. This will encourage the customers to sign up for this club and will eventually become repeat customers. They will also be given special discounts for Masterclasses and receive invites to special events. The message that Fromage wants to represent is “we appreciate loyal customers”. However, it is crucial to always keep up quality of products and not serve anything or inferior quality, because this could ruin the image of the brand. Masterclasses are done in small groups of 10 to 12 people per session. An alcohol expert and cheesemaker are invited, and everyone sits around the table and talk about the different pairings and how and why they work. This strategy of encouraging customers to participate in Masterclasses is a strategy that encourages active participation from the specific target market.
The third objective is to increase market share. Working with public relations companies such as The Urban List Perth will help Fromage's share of the market. This is an external and pull strategy. The Urban List Perth always writes articles about the Food & Beverage industry in Perth. Working with them will create a positive reputation in the community. They have over 146,000 followers on social media, therefore, it is a great medium to use. It is pivotal to work with them closely and ensure they are on the same page and have the same understanding of who Fromage is and what the business is about.
Apart from all the strategies above, other strategies that should be implemented are the pull strategy and internal strategy.
A pull strategy is a strategy that involves pushing the product through distribution channels to the customer. Fromage Artisans should participate in events such as the Beauvine Food & Wine Festival. It is an event where Food & Beverage companies set up booths where customers are able to try and purchase the goods they are exhibiting. (Kotler et al., 2014).
In the hospitality industry, employees play a big role in a business' success. Therefore, it is essential for a business to integrate an internal marketing strategy. Internal marketing is directed at the employees and helps them make a connection between the product and services sold. Employees should receive the same message the business wants its customers to hear. Hence, employees should be treated with respect and integrity, and it the work environment should be one that employees enjoy and coming to work should be something they look forward to. How an employer treats its employees will resonate in the manner the employees treat customers.
In conclusion, an integrated marketing communications plan is crucial for any business. It begins with identifying the four product levels, which are the core product, facilitating and supporting product, and augmented product. Identifying target markets will ensure a higher rate of success when planning a communications plan. Once target markets have been identified, a business should decide the objectives of this plan and integrated the appropriate strategies. Integrated marketing communications plan for businesses include the elements of the communication mix. These elements include, advertising, sales promotions and public relations. Within these elements, there are different strategies such as the pull, push, internal and external strategies. By taking into consideration all these factors and working with them, a business has a higher chance of successful marketing.
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