INTEGRATED MARKETING COMMUNICATION

The Chocolate Room

Report

Submitted To:

Prof Jinal Parikh

Submitted By:

Shelja Kapadia 132

Darshini Patel 150
Jinal Parikh 179
Nivesh Agrawal AU1814010

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IMC TOOLS
Interactive / social media campaign
Interactive media allows the flow of information in real time which enables the users to generate
and modify content. It is two way in nature and allows audience to engage in the
communication.
We have targeted through social media platforms communicating and reinforcing the message
shown using other tools. We also have engaged the customers through reposting their posts
related to TCR. We have a strategy to make the posts viral by tagging consumers through our
content which has an emotional appeal. The impressions will increase if the customers post
photos of them at TCR as their followers will like and follow their activities.

Sales Promotion
We have used consumer oriented sales promotion strategies such as vouchers, loyalty cards,
redeemable points. These tools encourage immediate purchase and can stimulate short term
boost in sales. We are looking at short term sales as we are trying to draw light and reposition
TCR as a cafe and bistro. This will stimulate people to at least try the bistro menu once.

Advertisement
TV, Billboard and Print
As advertisement does not generate immediate feedback and is targeted towards the masses, we
have played safe by showing the menu dishes in video ad and adding an audio of instrumental
music in the background.
For billboards, we have used the common punch line but have shown the images of chocolaty
menu as well as bistro menu. We are aware that in Gujarat 35% of the revenue is generated from
chocolates.
For the print ad, we have targeted the cultures and with cause related marketing, we have
connected TCR’s positioning.
We have used advertising to create brand image and symbolic appeal.

Public Relation
Sponsorship and associations
To enhance the image of the company we are creating publicity through PR. Giving sponsorship
to events of related industry would create a broader reference group for TCR.
Associations are harmless as it is a cost effective way of generating awareness.
Like advertising, it would appeal mass. It is a credible source for consumers to believe in. It
gives control to the company while generating favorable returns.

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THE IMC PLANNING PROCESS-

The IMC planning process is in many forms. One is the Inside Out Planning. This focuses on
what the marketer wants to say, when the marketer wants to say, about things the marketer
believes are important about the company and in the media form the marketer wants to use. The
second approach is the Outside In Planning process. This starts with the customer and build
backwards to the brand. This means that the promotional planner studies the various media
customers and prospects, when will the marketer’s message might be more relevant to customer
and when the customers are likely to be most receptive to the message. The third approach is the
Zero Based Communication Planning. This is involved in determining what tasks need to be
done and which marketing tool should be used to what level. This approach focuses on the task
to be done and looks for the best idea & media to achieve it.
The IMC planning process that is used to communicate the idea for The Chocolate Room is the
Outside In Planning Process. Here, The Chocolate Room wants to attract the customers from all
age groups and provide food that is beyond chocolate. This all the promotional campaign is
focused on the customers and they will eventually build the brand perception. Because right now
the customers have perceived The Chocolate Room to be providing only chocolate products and
only the youth visit that place. Thus proper communicating to customers will eventually lead to
building brand image.

It is the responsibility of the promotional planner to determine what role various sales
promotional technique, publicity and public relations, direct marketing, and personal selling will
have on the overall planning program and how will it interact with advertising and with one
another.
The ultimate goal of The Chocolate Room is to increase the revenue of its stores by reaching to
larger customer base. For this we have created campaign on social media which will allow the
youth (which is the primary target segment) to get their parents, friends together to TCR in order
to receive discounts or redeeming points. This will enable the older demographic section to
explore various options at The Chocolate Room. Not only this but there is attached discounts or
redeeming points on ordering food order, which are not chocolate. This will lead to customer
trying other food offerings of The Chocolate Room and developing a taste for that. Thus this is
the ultimate outcome expected from this campaign for The Chocolate Room.

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TARGETING & REPOSITIONING –
Targeting means selecting a focus group that will be used to gather better sales from the market.
They focus group will be used to attract using various medium to earn either a larger market
share to break down the competitors current market holding. The targeting is done using many
marketing communication techniques.
In case of The Chocolate Room, the target market is the adults and people from all age groups.
The current market is youth. Thus getting people from different age group is the target. The
second aim is to focus the market towards the food offerings that are not involved with
chocolate.

Positioning Strategy involves changing a brand's positioning. Repositioning a brand is usually

done with the purpose of increasing the either declining sales or stagnant sales. The another
reason for repositioning is to gather the better opportunity in other market positions. There are
many instances where repositioning is difficult to accomplish because of entrenched perception
about the attitude towards the brand. The first step in repositioning is to Identify Competitors -
The competitors can be direct in the same business or not connected directly. The marketer must
consider all likely competitors, as well as the diverse effects of use and situations on the
consumer. The next step is Assessing Consumer’s Perception of Competitors. Once the brand
determines another as competitors it is also important to consider what consumer perceives what
is competitors for that brand as well. Determining Competitors’ Position is an important next
step. Determining how each competitor is positioned with respect to each attribute is important.
The next step is Analyzing the Consumers’ Preferences as many segments in the market prefer
different product and their decision affect the company position overall. The final step then is
Making the Positioning Decision. The above four steps will provide insights if to reposition the
current status or not.
The Chocolate Room’s new campaign is designed with the purpose to increase the current
revenue earning in the market. There are many bistos available across India. Thus bistro culture
is accepted in India. The main issue with The Chocolate Room is that the Customer Perception is
that it serves major chocolate products. The offerings are also accepted by the Youth is another
Customer Perception. Thus changing the Customer Perception is an important factor for The
Chocolate Room.

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TARGET MARKETING PROCESS
Target Market Identifications
This concept talks about placing consumer with similar lifestyle, social class, economic status,
geographical locations, age, marital status and needs into similar bracket in the market. This
makes easy for any brand to establish common grounds with consumers. The more effective the
companies will be addressing these requirements while communicating its program to its
potential clients that its product and service offering will meet their needs.
Thus this would be useful for The Chocolate Room as the company in the initial level focused on
the chocolate products more. Thus this lead to set notion that The Chocolate Room has only
chocolate products to offer. This lead to a perception in the minds of consumers. This advertising
campaign is aimed to change the notion about chocolate room and prove that the market for this
company is much bigger than chocolate.

Market Segmentation
The market is very large. It is not always possible to provide a strategy for every consumer. Thus
the marketer attempts to set a broad class of buyers who have similar needs and are responding
to similar marketing actions. Thus divides the market into groups that have common needs and
will respond to similar marketing actions.
The Chocolate Room targeted the youth initially to gain popularity. But with time they need
other market segments to respond the company plans to get more returns from the market. Thus
changing the communication strategy and bringing people from all age groups and sectors will
widen the scope for The Chocolate Room. The major segments that they target are based on
Demographic Segmentations, where youth are more attracted to this product not the other
demographic in that segments.
Dividing the market on the basis of personality and/or lifestyles is referred to as psychographic
segmentation. Thus the population of the market which are affluent enough to enjoy delicacies
that are expensive just for fun. The people belonging to the middle class, upper middle class and
rich class belong to the market segment for The Chocolate Room.

Positioning Strategy
To create a position in the mind of customers regarding a product or service, the company should
what is the position they already have in the mind of customers. Then the company should
decide the position they want to have in the minds of customers. What are the benefits from that
new positioning strategy, what is the monetary requirement to change the position of that
company and will this new position be accepted by the market.
The current position strategy that customers perceive about The Chocolate Room is that it serves
all chocolate related products and that youth are the one who visit that place. Thus it is the
responsibility of The Chocolate Room to understand that and try to change its position to a
family visit bistro that is serving all food products. The money investment capacity of the
Chocolate Room is low, so they could use mediums like instagram, twitter and mediums that
youth use and try to persuade the youth to bring their family to enjoy food at The Chocolate
Room. The Chocolate Room is serving the entire food product but customers have perceived

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that it serves the chocolate products. Thus changing the perception is only needed for the
customer base increase.

ENVIRONMENTAL INFLUENCES ON CONSUMER BEHAVIOR

Culture
The broadest and most abstract of the external factors that influence consumer behavior is
culture. Cultural norms and values offer direction and guidance to members of a society in all
aspects of their lives, including their consumption behavior. It is becoming increasingly
important to study the impact of culture on consumer behavior as marketers expand their
international marketing efforts.
The current Indian Culture in terms of food and beverage is getting into international offering,
café and bistro culture. While the elder generation is still trying to cope with this change. That is
the reason that major market of The Chocolate Room is the youth. Thus this advertising
campaign is focusing on getting the elder generation to try the products at The Chocolate Room.

Subculture
Within each culture there are smaller groups of segments following same set of rules and
lifestyles. This situation is termed as Subculture. There is an effect of that sub culture on buying
behavior of the consumers. Thus marketers should consider all this factors while making a
market offering.
The Chocolate Room has quite less alteration in terms of Subculture. The products that are
offered in Ahmedabad are same as in Surat, Baroda or any other parts of Gujarat. Thus a fixed
product offering is served in all outlets of TCR.

Social class
Social class is an important concept to marketers, since consumers within each social stratum
often have similar values, lifestyles, and buying behavior. Thus, the various social class groups
provide a natural basis for market segmentation. Consumers in the different social classes differ
in the degree to which they use various products and services and in their leisure activities,
shopping patterns, and media habits.
This concept is not applicable for TCR as they are providing universal products all across India.

Reference Group
A reference group is a group whose presumed perspectives or values are being used by an
individual as the basis for his or her judgments, opinions, and actions. Thus the similar people of
the similar group think alike and have influence over other’s decisions as well.
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This situation will be quite useful for TCR as they are trying to target the elder generation in the
market. If one elder group refers TCR as a place to visit to other people in similar age group then
their perception for that brand is changing and they are more inclined to try the product offering.

Situational Determinants
There are three types of situational determinant factors that have an effect – specific usage
situation, purchase situation and communication situation. Usage refers to circumstances in
which the product will be used. Purchase directly refers to environment operating at the time of
purchase. The Communication situation talks about medium used to advertise the product.

The Usage situation and Purchase situation are not considered for TCR. But the communication
mediums are social media, TV ads, billboards, etc.

MODELS OF RESPONSE PROCESS

The Response Hierarchy Models explains the consumer responses and behavior to the advertising
process. The Models provide a complete understanding of the responses of a customer through all
stages of his path from unaware of the product to the purchase action.
There are five main Models of Response Hierarchy that explain the consumer behavior across three
awareness stages- Cognitive Stage, Affective Stage and Behavioral Stage. The five Response
Hierarchy Models are as follows

 AIDA Model
 Hierarchy-of-Effects Model
 Innovation-Adoption Model
 Information Processing Model
 Operational Model

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AIDA MODEL
The phrase AIDA stands for Attention, Interest, Desire, and Action. The AIDA model is used in
advertising to define the stages that exist from the time when the consumer first becomes aware of
the product or the brand to when the consumer purchases a product. The AIDA model is one of the
most established models amongst all the Response Hierarchy Models. The organizations employ the
AIDA Model to obtain the necessary response from the targeted consumers through advertisements.
This model can be operated successfully to stimulate the different emotions of the customers.

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  Attention: In our Social media campaign we are drawing attention of the people towards the
Bistro products of The Chocolate Room. Because not many people are aware that TCR is
having other products than just chocolates. So through our Social media campaign we are
trying to draw attention towards TCR bistro.

 Interest: This is the stage when the consumer shows some interest in the product after
understanding its benefits and learns how well the product actually fits into his lifestyle. So, in
this stage the consumer will get influenced by our social media campaign and when they visit
next time TCR they might buy some Bistro food items.

 Desire: This is the stage when consumer will have desire to own a product and according to
that the person will develop the favoritism. Here the customer feels motivated to try different
non chocolate offering at The Chocolate Room as there is an attached discount or redeeming
points with it.

 Action: This is the final step of the model where the consumer finally takes favorable to
satisfy his desire. In this stage, he takes a purchase decision and buys the product that is being
advertised. They not only visit and consume one non chocolate product at TCR but there is
repeat value also create by the same.

Budgeting approach -
One of the budgeting approaches is a Top Down Approach, here the budgetary amount is
established and then the money is passed down to various departments. The Executive level is

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where all the decisions are taken about the amount of budget to allocate and how this budget is to
be used for that company. This budget is predetermined and has no logical theory attached to it.
The second approach is the Affordable Approach in which the firm determines the amount to be
spending it various areas like productions and operations. Then it allocates the remaining amount
to advertising and promotion, considering the amount they can afford. Arbitrary Allocation is
also a method in which no theoretical method is considered. This means that the budget is solely
determined by the management solely based on what is felt necessary.
Percentage of Sales is also a method for budget setting. Here, the advertising and promotion is
based on sales of product. The management decides the amount on either taking percentage of
sales or assigning a fixed amount of unit product cost to promotion and multiplying this amount
by the number of units sold.
The budget allocation for the purpose of the campaign is taken from the percentage of sales
method. The industry average spending on the marketing is about 7%. Thus this 7% is takes for
marketing tools for The Chocolate Room as well. The average revenue from all the branch in
Gujarat for The Chocolate Room is accounted 100 Crores. So, 7% of the 100 Crore is 7 crore on
marketing mix strategies.
In this scenario, bottom up approach is not preferable because the expenditure in this case would
cost a fortune to the company. This is not affordable for the company at this stage. However, for
the future years, it has acquired 100 crore funds for its expansion. With that it can afford to spend
a crore or two extra than 7 crore of its allocated budget for the marketing mix campaign.

Advertising Appeals
Informational/Rational Appeals- It focuses on the consumers practical, functional or utilitarian
need for the product or service and emphasize features of a product or service and the benefits or
the reasons for buying the product. Rational based appeal tends to be informative and advertisers
using them generally attempts to convince consumers that their product or service has a
particular attribute or provides a specific benefit that satisfies their needs.

Social Media campaign – In our social media campaign we are showing all the information about
chocolate room which allows the audience to engage with the chocolate room.

TV advertisement – In our TV advertisement we are showing menu dishes available in chocolate

room. Our point here is to show that chocolate room is not just about chocolate products; it’s
much more than that. We are providing our product and benefits of the product through this
advertisement.

Emotional Appeals- It relates to customers social and psychological needs for purchasing a
product or service. Many customers motive for their purchase decisions are emotional and their
feelings about a brand can be more important than knowledge or its attributes.

Print Advertisement- The tagline of chocolate room is “it is much more than just the chocolate”.
That creates a space in the minds of consumers to look at the brand as a success and the tag line

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creates a kind of urgency to find out what ‘more’ there is to it. The information given through the
print ad is not instrumental in purchase decision making, but the information has an element of
surprise which the conscious can retain. The brand draws positive attention.

Advertising Execution

Straight sell- This type ad relies on straightforward presentation of information concerning the
product or service.

Print ad- In print ad we have used straight sells execution. In print ad the picture of chocolate
room is there and the factual copy of people representing different cultures has taken up the rest
of the place.

TV advertising- In TV advertising also we have viewed what all dishes are available when you
go to chocolate room.

Demonstration- This execution can be very effective in convincing customers of a product's

utility or quality and of the benefits of using the brand or the product.

Billboard Advertising- Through billboard advertisement we are showing that Chocolate room is
more focused at food offering than just the chocolate products. Thus, this advertisement for
billboard will be showcasing that The Chocolate Room is offering food product along with
chocolate products which will convince the customer about the benefit of the brand.

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