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INTEGRATED MARKETING COMMUNICATION CASE STUDY

NAME: Raj Kumar Lugun

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Target Audience

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Q.1 Write the characterstics of your target audience in terms of geography, demography, interests 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)

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Parameter

Characteristics

Rationale

1. Geography

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2. Demography

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3. Interests and others (behaviour)

  • Mumbai

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  • Gender: Male, Female, & Others.
  • Age: 20 to 60 years.
  • Occupation: Students, and Working professionals.
  • Upper middle class and upper class family.

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  • Pets, pet grooming, pet care, animal lovers, pet products, pet lovers, etc.
  • Emotionally attached to their pets, taking care of pet lifestyle.

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  • The company is based out of Mumbai and as for now gives services in Mumbai only. That is why Mumbai will be the target city.

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  • All gender can adopt or keep pets. There is no restriction!
  • Usually above 20 and up to 50 or 60 years are matured enough to properly care for their pets. Above 60 years will be too old to care for their pets.
  • Pet grooming has some expenditure, Hence salaried people and students from upper middle class are capable of spending that much amount on their pets.

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  • The love, interest and affection towards pet will make people to avail grooming service in order to keep their pet healthy, clean, and to maintain their hygiene.

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Message

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Q.2 Use tools for internal analysis (SWOT and USP) to evaluate your brand and identify the message for your communication. (Enter your response in the space below, you are free to include graphs, matrix etc.)

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Strengths

1. Budget friendly services.

2. Professional groomers, wide grooming services, & Local support.

Weaknesses

1. Limited Location limits the market reach.

2. No online presence can loose customer overtime.

Opportunities

1. Hassle free bookings from website and app, Door to door service.

2. Creating a value for money membership plan (monthly, quarterly or yearly).

3. Expanding business in creating pet products.

Threats

1. Low entry barriers.

2. Social perception towards the price, higher the price better is the service. People compare the prices with the quality and competition. So, at times cheaper rates can be disadvantage.

Key Message: We groom the pets you groom.

USP: Personalized, budget friendly and wide grooming services for customers.

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Channel

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Q.3 List down the channels that you will use and mention the reason for each choice.

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Channel 1: SEO (Blogs)

Reason: As it is a startup, it has some limitation over budget spent. SEO is almost a free channel through which we can easily reach out to our intended target customers searching for pet grooming services. Focusing on right keywords and right SEO strategy will help us to increase our visibility.

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Channel 2: Social media (Instagram and Facebook)

Reason: Pet pages and its post have a high reach on Instagram and Fb. People love watching pet videos and their funny moments. So, in order to reach out those users and prospective customers we can use these channels as our primary source. The ads are also much cheaper than offline marketing.

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Budgeting

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Q.4 Which method of budgeting will you use? Why?

(Also mention your reason clearly)

Choose from the options given below:

  1. Percentage of Sales Method
  2. The Competitive Parity Method
  3. The Market Share Method
  4. The All Available Funds Method
  5. Unit Sales Method

Method of budgeting: Unit Sales Method

Reason: As it is a startup it may not have sufficient budget to invest for testing. So, for a safe side company can analyze standard industry cost of a customer to not loose money.

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Secondly, As there objective is to acquire 1000 customers. Through unit sales method company can determine how many customers are they getting and the revenue they are generating.

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Measurement

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Q.5 Identify at least four measurement metrics that you will calculate from either traffic, conversion or revenue metrics.

1. From traffic: No. of traffic, cost per click, click through rate, etc.

2. From Conversion: No. of conversions, Conversion rate, cost per conversion.

3. For Revenue: Customer lifetime value (CLV) & Customer acquisition cost (CAC)