Imc Critique and Report

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Marketing Communications
Report and Critique
Of Royal Castle
Brand Management
Research any firm local or foreign and present a report and critique of their marketing communications on Managing a Brand Your report and critique should be in between 800 and 1000 words. Paper topics:

- An overview of the company.
- Basic products and services offered
- Report and critique of marketing communications utilized

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Table of Contents

1.0Situational Analysis.......................................................................................5

1.1An overview of the company..............................................................5

1.1.1Basic products and services offered........................................6 1.1.2 Target Market……………………………………..…………6 1.1.3Distribution of Restaurants......................................................6

1.1.4Product Placement...................................................................6

1.2Report of marketing communications utilized.....................................7

1.2.1Promotion.................................................................................7

1.2.2Advertising...............................................................................7

1.2.3Television/ Radio Advertisement..............................................8

1.2.4Print Media................................................................................8 2.0Critique of marketing communications utilized................................................9 2.1Sales Promotion.....................................................................................9 2.2Sponsoring Event ..................................................................................9 2.3Out Door Advertising.............................................................................9 2.4Celebrity endorsements...........................................................................9 2.5Public Relations......................................................................................10 3.0Conclusion……………………………………………………………………..10 Bibliography………………………………………………………………………….....11

1.0SITUATIONAL ANALYSIS

1.1AN OVERVIEW OF THE COMPANY

Royal Castle was incorporated in Trinidad and Tobago in 1968 and set up as the first local fast food restaurant with both dine in and take out facilities entailing only twelve (12) employees. Their first outlet is their present Frederick Street outlet. It started out as a small family run – restaurant, today employs over three hundred (300) persons locally and has evolved into one of the most successful quick – service restaurant chains in the region.

As consumers’ tastes changed with time, so did Royal Castle’s menu selection the new restaurants have also evolved with the changing times. The trendy, modern in - store décor in recently built stores is indicative of the changing face of architecture and consumers’ changing lifestyles. Selected restaurants have also been equipped with “drive- thru” services and home and office delivery have become an integral ingredient of Royal Castle business.

Royal Castle Limited has also been instrumental in pioneering the franchise revolution in the quick- service restaurant industry. Royal Castle has been and continues to be recognized as a leader in the quick – service restaurant industry and the champion of the consumer.

Throughout its history, Royal Castle has always supported local farmers and is proud of its commitment to using only locally grown and produced seasonings. Consumers are also assured that all ingredients are of the highest quality and all products are competitively priced. Royal Castle’s success over the past 40 years is the fruit of creative vision,...
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