Integrated Marketing Communications Case Study: Killiney Kopitiam, Singapore
Group members : Kelvin Khor (31659593) Clement Chan (31687481) Tracy Ong (31704842) Wai Yian Ching, Fiona (31689822)
1
Content Page
1.1 1.2
Introduction IMC Model
3 5
1.3
Stage one: advertising 1.3.1 1.3.2 1.3.3 1.3.4 Ambient Underground advertising Internet advertising Advertising through magazine
6 6 9 12 15
1.4
Stage two: conversations 1.4.1 1.4.2 1.4.3 1.4.4 Direct mail Store cards Vouchers Consumer trade shows
17 17 18 20 21
1.5
Stage three: experiential 1.5.1 1.5.2 Event sponsorship Editorial
22 22 23
1.6 1.7
Stage four: personal Financial Analysis 1.7.1 Budgeting 1.7.2 Breaking Even 1.7.3 Alternatives
24 24 24 26 27 28 29
1.8 1.9
Conclusion References
2
1.1 Introduction Killiney has been stagnant with regards to its brand image, identity and sales. It has not been fully utilizing and emphasizing on its rich culture and good old traditional meals to the public. Killiney wishes to expand to Europe, America and Asia creating more outlets but before entering the foreign market, Killiney needs to sort some of their issues out and seal their loopholes so that at the very end, it will be less risky and can obtain better economic benefits. Some of the issues that Killiney faces are their competitors, shop location, brand awareness and store layout. It also lacks of standardization, the menu at the main outlet and its franchise outlets is different. The franchise outlets menu currently has more food choices. Its competitors such as Toast Box and Ya Kun are getting more response due to understanding today’s consumer modern thinking and how they come up with different new ways to cater to the consumers. For example, Toast Box and Ya Kun, aesthetically, look more presentable and pleasant as to Killiney. They have made their ‘Kopitiam’ style more unique and modern through their furnishings and furniture. These alone, made it more welcoming and created a cozy environment for all
1
Content Page
1.1 1.2
Introduction IMC Model
3 5
1.3
Stage one: advertising 1.3.1 1.3.2 1.3.3 1.3.4 Ambient Underground advertising Internet advertising Advertising through magazine
6 6 9 12 15
1.4
Stage two: conversations 1.4.1 1.4.2 1.4.3 1.4.4 Direct mail Store cards Vouchers Consumer trade shows
17 17 18 20 21
1.5
Stage three: experiential 1.5.1 1.5.2 Event sponsorship Editorial
22 22 23
1.6 1.7
Stage four: personal Financial Analysis 1.7.1 Budgeting 1.7.2 Breaking Even 1.7.3 Alternatives
24 24 24 26 27 28 29
1.8 1.9
Conclusion References
2
1.1 Introduction Killiney has been stagnant with regards to its brand image, identity and sales. It has not been fully utilizing and emphasizing on its rich culture and good old traditional meals to the public. Killiney wishes to expand to Europe, America and Asia creating more outlets but before entering the foreign market, Killiney needs to sort some of their issues out and seal their loopholes so that at the very end, it will be less risky and can obtain better economic benefits. Some of the issues that Killiney faces are their competitors, shop location, brand awareness and store layout. It also lacks of standardization, the menu at the main outlet and its franchise outlets is different. The franchise outlets menu currently has more food choices. Its competitors such as Toast Box and Ya Kun are getting more response due to understanding today’s consumer modern thinking and how they come up with different new ways to cater to the consumers. For example, Toast Box and Ya Kun, aesthetically, look more presentable and pleasant as to Killiney. They have made their ‘Kopitiam’ style more unique and modern through their furnishings and furniture. These alone, made it more welcoming and created a cozy environment for all