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CASE STUDY + (This is a fictional case.) + ABC Group owns and operates five stylish restaurants in Hong Kong. These restaurants are not just places serving quality food and coffee, but also venues for various kinds of music performance, such as jazz, pop and rock. Customers can enjoy live music while having lunch or dinner with friends. Moreover, artworks created by local artists are also displayed in the restaurants, creating a unique artistic atmosphere. + ABC restaurants are located in office districts such as Central, Kwun Tong and Quarry Bay. Some young people working in the nearby office buildings like to enjoy relaxing meals or coffee breaks at ABC. + These restaurants serve innovative and healthy menus. Prices of the food are relatively expensive, but are affordable for most young professionals and office workers working in these areas. + Competition in the restaurant market is fierce in Hong Kong. ABC has been able to maintain regular growth in the past years, and is expecting a very challenging year ahead. + ABC Group is going to open its sixth branch in Kowloon Bay, a district with a number of new office buildings. This new branch will start its business in March 2020. The characteristics and styles of this new Kowloon Bay branch will be similar to those of other ABC restaurants. + ABC did not have any major advertising and promotional activities before. It is not very active on social media, although it has its Facebook page and Instagram account, both with some followers. + You are appointed by ABC to develop an integrated marketing communications (IMC) campaign in the year 2020. You are asked not to consider the budget constraint at this planning stage, as long as your proposed ideas are reasonable. +Through this IMC campaign. ABC wants to: (i) create awareness of the new Kowloon Bay branch; (ii) establish a strong brand image for ABC Group of Restaurants and build deep relationships with existing and potential customers in the year 2020a .J a) Based on the above information. suggest a new IMC campaign theme for ABC and explain the reasoning behind why do you think this is a good IMC campaign theme for ABC? (20 marks) b) The Internet and social media should be important in this IMC campaign. Suggest how ABC can make good use of the Internet and/or social media to achieve the above mentioned goals. Propose specific creative ideas with reasons. (40 marksJa c) In addition to digital/Internet marketing mentioned in (b), you are required to use TWO other promotional mix elements in this IMC campaign. Suggest your choice of the promotional tools and provide specific ideas. Give reasons to support your suggestions. (40 marks)u