Integrated Marketing Communications Strategies and Planing

Question: Discuss about the Integrated Marketing Communications and Strategies. Answer Evaluation of the findings Development of IMC needs to be structured on certain important and relevant inputs(Cova, 2008). The photographic inputs from consumer research and data collected from diversified range of target consumer segment group. The data collected from Instagram from male and female depicts various aspects of the consumer likes and dislikes. Some key findings from the data collected and analysed are as below; Evaluation and Findings 1: Consumer survey has been conducted on various age groups from 18 to 59 years of age. However, most respondents from the age group of 20 to 22 years have responded regarding their passions and desire to tastes other cuisine foods(Aaker, 2008). Evaluation and Findings 2: Consumer survey regarding passion about foods has been surveyed. Majority of consumers in the age group of 27 year to 39 years of age have their passion regarding various food items. The data has been analysed from mean table form consumer data collected. Evaluation and Findings 3: Consumer survey data has been collected and analysed into foodie as well as non-foodie segments(Williams, 2011). Data has been collected from Alain Ducasses Restaurant reflects that approximately 46% people are foodie from the total population survey. Evaluation and Findings 4: Consumer data collected from various age groups, sexes and foodie as well as from non-foodie consumers. The type of message framed in Instagram reflects that women rating of such posts are more significant than those of men. Conducting of hypothesis testing have established that there is a difference in liking and brand attitude from framing of the message(Easton, 2010). As null hypothesis has been rejected from p tests. Evaluation and Findings 5: Consumer data analysis according to Instagram posts by consumer sex has been tested for significance. By analysis of mean and testing for hypothesis it has been found that women message have higher response compared to that of a man. Evaluation and Findings 6: There is a role of envy that acts as an important determinant in marketing communication strategies. Testing for hypothesis and significance it has been found that amongst other factors the role of Envy has a greater significance hence it is not null and cannot be rejected. Evaluation and Findings 7: Consumer data analysis according to Envy levels for foodie and non-foodie consumer reflects that there is a level of significance as well. Though the level of significance for foodie consumer is relatively high compared to non-foodie but it cannot be avoided as it is not null. Evaluation and Findings 8: Source liking and hunger posts have been found to have significant impact on Envy of Consumers on Brand Attitude. Evaluation and Findings 9: Foodie and non-foodie posts in Instagram has been found to have influence on brand attitude of the consumers. Recommendations and justifications Consumer data collected and analysis of the same has revealed several integral aspects that can provide inputs into IMC plan or marketing communication strategies. The following strategies will help in development of a better communication plan as below; The Company can adopt social media marketing platform as Instagram posts to frame their message and communicate consumer likes regarding the brand. The French restaurant needs to add significantly framed messages by women which can include bragging for influencing envy levels of consumers and attract them. Envy has been seen to have a positive influence in generating consumer communications. Further they might be able to attract consumers towards a particular brand. References Aaker, D. K. (2008). Marketing research. John Wiley Sons. Cova, B. E. (2008). Everything you always wanted to know about interpretive consumer research but were afraid to ask. Qualitative Market Research: An International Journal, 11(2), 121-129. Easton, G. (2010). Critical realism in case study research. . Industrial marketing management, 39(1), 118-128. Williams, P. a. (2011). Customer satisfaction and business performance: a firm-level analysis. Journal of services marketing, 25(1), 20-32.