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    Integrated Marketing Communication Case Study

    Uploaded by

    kumar david
    This document provides a case study for an integrated marketing communications plan for a new pet grooming business. It outlines characteristics of the target audience as high-middle income individuals ages 25-60 living in posh localities. The message is presented as "Come and let your pet groom in style." Strengths include a lack of competition and passion for pets, while weaknesses are a lack of brand recognition and budget. Offline channels like visiting neighborhoods and malls are proposed along with online channels like Facebook, Instagram, and partnerships. A per unit sale budgeting method is selected for tracking funding. Key metrics to measure include ROI from offline and online campaigns, enquiries from each, and daily sales through walk-ins and doorstep

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    Integrated Marketing Communication Case Study

    Uploaded by

    kumar david
    2K views11 pages
    This document provides a case study for an integrated marketing communications plan for a new pet grooming business. It outlines characteristics of the target audience as high-middle income individuals ages 25-60 living in posh localities. The message is presented as "Come and let your pet groom in style." Strengths include a lack of competition and passion for pets, while weaknesses are a lack of brand recognition and budget. Offline channels like visiting neighborhoods and malls are proposed along with online channels like Facebook, Instagram, and partnerships. A per unit sale budgeting method is selected for tracking funding. Key metrics to measure include ROI from offline and online campaigns, enquiries from each, and daily sales through walk-ins and doorstep

    Original Description:

    case study for integrated marketing communication

    Original Title

    Case+study_IMC_M1

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    This document provides a case study for an integrated marketing communications plan for a new pet grooming business. It outlines characteristics of the target audience as high-middle income individuals ages 25-60 living in posh localities. The message is presented as "Come and let your pet groom in style." Strengths include a lack of competition and passion for pets, while weaknesses are a lack of brand recognition and budget. Offline channels like visiting neighborhoods and malls are proposed along with online channels like Facebook, Instagram, and partnerships. A per unit sale budgeting method is selected for tracking funding. Key metrics to measure include ROI from offline and online campaigns, enquiries from each, and daily sales through walk-ins and doorstep

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    2K views11 pages

    Integrated Marketing Communication Case Study

    Uploaded by

    kumar david
    This document provides a case study for an integrated marketing communications plan for a new pet grooming business. It outlines characteristics of the target audience as high-middle income individuals ages 25-60 living in posh localities. The message is presented as "Come and let your pet groom in style." Strengths include a lack of competition and passion for pets, while weaknesses are a lack of brand recognition and budget. Offline channels like visiting neighborhoods and malls are proposed along with online channels like Facebook, Instagram, and partnerships. A per unit sale budgeting method is selected for tracking funding. Key metrics to measure include ROI from offline and online campaigns, enquiries from each, and daily sales through walk-ins and doorstep

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 11
    At a glance
    Powered by AI
    The key takeaways are about defining the target audience for a pet grooming business and identifying strategies around channels and metrics.

    The target audience is people living in posh localities in Mumbai, with high-middle income between ages 25-60, as they can afford pet care services.

    Offline channels like visiting localities and experience centers as well as online channels like Facebook and Instagram will be used to reach the target audience.

    INTEGRATED MARKETING

    COMMUNICATION CASE
    STUDY
    Target Audience
    Q.1 Write the characterstics of your target audience in terms of geography, demography etc. Also
    provide the rationale behind the same.
    (Enter your response in the table below, feel free to add rows for any other parameter you want to add)

    Parameter Characteristics
    • Geography Posh locality

    • Demographics Income-High middle class


    Age 25-60 years

    Reason for Geography: Usually people living in Posh societies have pets. People living in ordinary
    locality cannot afford it

    Demographics: Income- Only people with high income can possess pets
    Age- People in the age range of 25-60 years love to have pets in the city such as
    Mumbai
    Message: Come and let your pet
    groom in style
    Q.1Use tools for internal analysis and recognize your key feature?
    (Enter your response in the space below, you are free to include graphs, matrix etc.)

    STRENGTH WEAKNESS OPPORTUNITY THREAT

    • Lack of • Lack of • Profit: can go • Competition:


    competition brand beyond From other
    • High level of recognition expected local
    experience • Low budget • Expansion established
    • Cater to all • Very less or • Franchising players
    kinds of pets negligible • Increased
    • Low costs business costs of
    • Passion for experience staffs due to
    pets • Less to no less
    business knowledgeab
    links le staff or low
    sales due to
    lockdown
    • Issues with
    the economy
    like
    lockdown
    Channel
    Q.3.List down the channels that you will use and why for each choice?
    Offline Online

    • Visiting the posh localities • Use of facebook and Instagram


    • Placing up kiosk in such to advertise
    localities • Partnership with service
    • Placing up experience centers providers such as Urban
    in malls and other places of Company
    crowd
    Reason: FB & insta will help people
    Reason: Offline drives is very in discovering about the services
    necessary as people might want to who do not venture outside
    know in detail about the products
    used for grooming, just like Partnership with other services
    grooming salon for humans providers will help them to increase
    more sales
    Budgeting
    Q.3.Which method of budgeting will you use? Why?
    (Also show your calculations/working clearly)

    Per unit sale budgeting I will be using to measure and track the correct amount of funding for the
    business
    Measurement
    Q.3. Identify and list down the measurement metrics that you will calculate

    • ROI from offline campaigns


    • ROI from online campaigns
    • Enquiries from offline campaigns
    • Enquiries from online campaigns
    • Number of sale per day through walkins in salon
    • Number of sale per day through doorstep services

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