Integrated marketing and communication (IMC) planning is a comprehensive process which involves competitors, customers and the communication methods used by a firm. Castronovo and Huang (2012) indicate that it is through the analysis of these 3C’S –communication, customers and competitors that a business organization may be able to make decisions on its operations.
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Indeed, business managers should have the right skills in IMC planning for them to be able to choose the appropriate market for their products. In this case, Pizza Hut has to concentrate on positioning its products strategically. The firm has to come up with a plan of making joint decisions due to the stiff competition, fight for customers and promotional techniques.
After making these important decisions, the firm should improve its mode of communication. Proper communication should comprise both internal and external movement of information within the entire company. Pizza Hut should then analyze its products and market positioning. It is more appropriate to choose both consumer markets and business markets.
In this case, the market conditions will allow the firm to choose product attributes that counter the products of their competitors. Suitable IMC components to be chosen for Pizza Hut include consumer promotions and media spending. These will give the firm the best results. Trade promotions and business to business spending are not good options because Pizza Hut is in a very competitive market (Taylor, 2010).
Pure consumer markets are not the best market for top players in an industry. Tosun and Yuksel (2009) note that target markets determine the possible results to be recorded by a given firm. McDonalds is best suited by the vast business market which is available in the larger part of its environment. On the other hand, a dynamic consumer based market is the most appropriate for the development of Pizza Hut. The latter is a business stage which calls for customer’s appealing techniques of service delivery. This can only be achieved in a market which has direct consumers. KFC can do well in dual markets given is consistency in the industry.
Tosun and Yuksel (2009) point out that effective product positioning can be achieved by incorporation of cultural symbols, product class, user classes, price and quality, product applications, competitor levels and general product characteristics. McDonald’s uses price and quality positioning. This has been achieved through emphasis of value and quality without much price considerations. The food company also applies user positioning.
These two strategies have worked well although they can be maximally utilized through the addition of cultural symbols. The symbols will help to connect their brands with its users. Pizza Hut uses product attributes and competitors to position itself in the market. The contrasting of brands with competitors has been resourceful but can be more sufficient if it is employed together with another choice of pizza Hut’s products.
The category of customers which use the products should be diversified. KFC has specialized in market positioning using product class. This has come with the awards the organization has been able to achieve. Studies have revealed that this positioning strategy works well for food products and should therefore not be done away with (Taylor, 2010).
Major competitors in this industry such as McDonalds and KFC should use alternative media spending. This will give them the ability to subdue the strategies of other competitors. The most common media spending is already saturated with promotions of firms in the food industry and choosing another alternative will definitely be recommended. A firm such as Subway can only be able to compete effectively with McDonalds by the use of a similar product positioning.
The production of class products will enable Subway to get a firm market reputation as it is the case with McDonalds. In addition, appropriate IMC components for Subway will entail alternative media spending and trade promotions. Studies reveal that the best way to win market competition is by developing and implementing viable strategies (Castronovo & Huang, 2012).
Castronovo, C., & Huang, L. (2012). Social Media in an Alternative Marketing Communication Model. Journal of Marketing Development and Competitiveness, 6(1), 117-134.
Taylor, C. (2010). Editorial: Integrated Marketing Communications in 2010 and Beyond. International Journal of Advertising, 29(2), 161-179.
Tosun, N., & Yuksel, M. (2009). Managing Marketing Communications Strategically in a Developing Country. The Business Review, Cambridge, 13(2), 214-220.