Abstract
A French cafe-bar is trying to enter the Irish market. A marketing team has been taken into account for several matters, such as, the location, the café-culture, the market data and the customers' habits.
To launch this cafe-bar, marketers will have to develop an integrated marketing communication campaign. Indeed, they will use traditional and contemporary communication tools. In this way, how will the marketing team act for this project?
The framework to follow is firstly to set up objectives to achieve, to study the target profile and to select a right budget approach. Secondly, the IMC campaign has to be elaborated by choosing the most efficient promotional tools and the relevant media to communicate about it. A marketing team was in charge of the French cafe-bar implantation in Dublin. They chose this city because it's a capital and there is a melting-pot culture, notably a big part of French people who go often to this kind of place.
