Analyze buyer behavior

Initiate buying behavior

There are two stimuli that insist the consumer to purchase the product that is
1) Consumer internal stimuli
2) Consumer external stimuli
Customer internal stimuli
The other type of initiators of internal stimuli in which customer want to buy the lamps
are decoration, study, entropy and protect from radiation emitted by electronics machines.

 Decoration
 Study
 Entropy
 Protect from radiation
 Gift

Customer external stimuli

There are some types of people group that initiate buying process.
 Family
 Reference group
So children, Individual and member in a group are the person who may initiate the
buying process. Usually young generation and families initiate the buying process.
EVENTS OR FACTORS THAT STIMULATE THE NEED TO PURCHASE
There are some event or other factor that stimuli the need of purchase that particular
product. First we discuss about the home decoration when any body build or change
home, he want to decorate it with new items. Also attending someone birthday, marriage
or any other party at that occasion lamp is one of the best products for gift. Also event
play major role to buy the product because in that occasion people want to decorate their
homes.
 Birthday
 Marriage
 Occasion
Criteria for evaluation of product
Customer evaluates the product on difference basis that are the criteria of customer
evaluation. In which brand image play a major role to evaluation because customer thing
that product is quality product due to the company reputation and image in the mind of
customer. So we can say that perception of customer about brand play a major role in
evaluation of product. But some other major factor in buying this type of product is style,
design, color, availability and liking & disliking. If a customer has evoke of set about
related product then availability play major role in evaluation.
 Style  Displays
 Design  Perception
 Brand image  Availability
 Color  Price
WHAT CRITERIA ARE MOST IMPORTANT AND WILL THEY CHANGE OVERTIME.
There are some factors that effect or change over the time. It occurs due to competition or
changing the company strategy. There are customer perception about brand image, price,
availability, style and design. Price has positive correlation with quality if change the
price then it play very important role because customer thing high price high quality and
low price low quality so that type of decision are very important. Style & design play
major role in buying lamps because most customer buy lamps to see that things. These
factors also change the customer perception.
 Style & Design
 Color
 Price
 Perception and Brand Image

WHO MAKES THE FINAL DECISION

Usually family’s main members majority female take the final decision to purchase
lamps. But a single person also can take that decision according to his or her desire.
Individual make the final decision by the need of giving as gift, study purpose and protect
from radiation. They also implement the purchase transaction. In a family if the main
family member implement the purchase transaction and whole family take the benefit like
study purpose, protect from dieses and that is the house wife because house wife is the
family member that makes the decision about buying that items.
User of the product
Purchaser is also the user of the product that feel its need but some time buy the product
one person and user of the product another person in the concern of family in which buy
the product main member of family and use it all the family

Marketing Objectives
Following are the marketing objective of Light Lamp House
 Capture the market share 0% to 10% in first year.
 To Maximize the Profit, by increasing the total Number of unit sales 60%.
 Build Purchase Intention among the customers,
 Increase repeat sales 30% by reducing post purchase dissonance.
 To create positive brand image in the minds of consumers by delivering the
knowledge related to the diseases like asthma and radiation emitted by electrical
instrument. Educating the 70% Customers in first year.
 To persuade 70% customers to make larger purchases.
 To establish 40% Recognition and recall for brand when customers are taking
purchase decision.
 Adding Value to the Corporate Brand by social and soft image.
 To advertise all urban areas of Gujranwala especially Rahwali cantt, DC colony
Model town, Satellite town and create the awareness in 50% of target market in
first year.
PRODUCT STRATEGY
CORE PRODUCT:
Light Lamp House customers buy light and decor. They also experience with enhance the
beauty of their homes or offices and also take the benefit of using light of lamps aside
with decoration purpose. At a time customer take both benefit perform their activities and
decor their homes.

ACTUAL PRODUCT:
Brand Name: Light Lamp House
Quality Level: Excellent
Design:
Light Lamp House customers buy lamps both in electric batteries and solar batteries. The
lamps are available in different style and design. The quality of wire and bulb are good
that use in these lamps.
Feature:
Light Lamp House provides different color in stone lamps and salt lamps.

AUGMENTED PRODUCT:
Light Lamp House gives the facility of after sale service to it customer. Light Lamp
House gives guarantee & warrantee of electric battery, solar battery and chargers. These
lamps also cost effective.

PRICING STRATEGY
Pricing Objectives: Maximizing the Sales Growth through price Skimming.
Price Signal: High Quality
The pricing strategy of Light Lamp House is for the maximization of the revenues and
sales growth. The pricing strategy of the Light Lamp House is supporting to the
positioning of the Light Lamp House in the mind of the customers by experiencing them
in affordable price because the price of Light Lamp House mini salt lamp with electric
battery price 399 and with solar battery 699Rs. But there is no direct competitor in stone
lamps light lamp house mini size stone lamp price 499 and with solar battery 799 Rs.
Salt Lamp with Size Price Salt Lamp with Size Price
Electric Battery Solar Battery
Mini Salt Lamp 5" - 6" 399 Mini Salt Lamp 5" - 6" 699
Mini Salt Lamp 7" - 8" 499 Mini Salt Lamp 7" - 8" 799
Small Salt Lamp 10" - 12" 649 Small Salt Lamp 10" - 12" 949
Small Salt Lamp 13" - 15" 799 Small Salt Lamp 13" - 15" 1199
Medium Salt Lamp 17" - 19" 999 Medium Salt 17" - 19" 1499
Lamp
Medium Salt Lamp 20" - 22" 1049 Medium Salt 20" - 22" 1749
Lamp
Large Salt Lamp 24" - 27" 1299 Large Salt Lamp 24" - 27" 2099
Large Salt Lamp 28" - 30" 1449 Large Salt Lamp 28" - 30" 2349
X-Large Salt Lamp 32" - 34" 1699 X-Large Salt 32" - 34" 2799
Lamp
X-Large Salt Lamp 35" - 37" 1999 X-Large Salt 35" - 37" 3099
Lamp

Stone Lamp with Size Price Stone Lamp with Size Price
Electric Battery Solar Battery
Mini Stone Lamp 5" - 6" 499 Mini Stone Lamp 5" - 6" 799
Mini Stone Lamp 7" - 8" 599 Mini Stone Lamp 7" - 8" 1099
Small Stone Lamp 10" - 12" 749 Small Stone Lamp 10" - 12" 1249
Small Stone lamp 13" - 15" 899 Small Stone lamp 13" - 15" 1499
Medium Stone Lamp 17" - 19" 1099 Medium Stone Lamp 17" - 19" 1699
Medium Stone Lamp 20" - 22" 1149 Medium Stone Lamp 20" - 22" 1949
Large Stone Lamp 24" - 27" 1299 Large Stone Lamp 24" - 27" 2399
Large Stone Lamp 28" - 30" 1349 Large Stone Lamp 28" - 30" 2649
X-Large Stone Lamp 32" - 34" 1799 X-Large Stone Lamp 32" - 34" 3199
X-Large Stone Lamp 35" - 37" 2099 X-Large Stone Lamp 35" - 37" 3499

DISTRIBUTION STRATEGY
Light Lamp House Company manufacturing its entire product with the same name Light
Lamp House. Light Lamp House has only one company outlet situated at G.T Rahwali
cantt near Rahwali chock. The main reason of this type of distribution is that Light Lamp
House wants to create a differentiation in the mind of customer as compare to other Light
lamps that are available in the market. Light Lamp House wants to create a good brand
image in the customer mind.
In future Light Lamp House moves toward Selective distribution. Light Lamp House
gives it lamps to those Departmental store or shops that follow its role and policies which
are given below.
 They must be give separate place in their department store or shop.
 All the lamps of Light Lamp House place that palace and at the top of that place
mention the name of Light Lamp House.
 The price of all the Light Lamp House of products would be same according to
other cities of Pakistan in which Light Lamp House company lamps are sells.
If any one department or shopping store follows these roles and policies Light Lamp
House give the authority to sell it lamps.

COMMUNICATION STRATEGY

As our product is in the introduction stage of PLC, So we are using those promotional
activities that will create the awareness among the people about Light Lamp House.
Telling our Features and Benefits creates this awareness.

Campaign Theme:

Our campaign theme will be to enlighten that salt lamp protect your health against many
disease. Through advertisement educate the people that salt lamp improve your health,
disease like asthma and also protect you from electric radiation emitted by computer and
many other electric machines. The major benefit of these lamps are it decorates your
homes as well as protects your health from disease.

IMC PLAN

We are focusing on the IMC technique that will help us in creating synergy in our
promotional efforts.

IMC Objective
Perception:
 To grasp attention at decision point and create awareness through advertisement.
 To establish brand identity and stimulate recognition for the brand.
 To create interest and stimulate urgency.
 To reinforce satisfaction, by continuous brand reminder.
Cognition:
 To establish brand position by delivering information about Light Lamp House.
 To stimulate brand loyalty and recall of the brand message.
 Create brand acceptance, conviction and belief.

Affection:
 Touch the emotions and create brand liking.
 Establish emotional appeal.
 To maximize credibility and likeability by changing attitudes and opinions.
Association:
 Establish brand personality and image.
 To create profitable relationship with customers.
 Create brand experience, participation, interaction and involvement.
Behavior:
 Stimulate behavior, generate immediate response.
 Create pull through the channels.
Persuasion:
 Create word of mouth and repeat purchases.
 Stimulate desire; brand preferences and intent to buy.
 Create buzz and advocacy.

The main objective of Light Lamp House IMC plan is to build awareness in the minds of
consumer through advertisement different Communication Tools. Customer can identify
by recognition and recall of the brand with in the category. Whenever they are going to
take decision for purchase Lamps, they must recall the Brand name Light Lamp House in
their mind.
Media Objective:
 To establish brand identity by emotional or rational appeal.
 Create good word of mouth and stimulate brand loyalty.
 To create long term and profitable relationship with the customers.
 To grab attention and create awareness for recall and recognition.
 Stimulate brand preference, desire and liking.
To establish brand image and corporate image by creating association between them.
Repetition of Light Lamp House Ad is to reach different peoples and make an impression
on them.
Strategies and Program
IMC Strategies and plan:
By taking into consideration the over all IMC objectives, different strategies in the form
of campaign would be applied to attract customers and increase awareness. Light Lamp
House customer would be attracted through cognitive strategy. By giving; information
about the drastic scenario, created by diseases like Asthma and radiation emitted by
electric machines like computer. Secondly; Affective advertising strategy would be used
that highlights customers emotions through noble cause. In this way perception and
behavior of the consumer would be altered to increase involvements, participation and
interest in profitable manner.
Elements of IMC Mix:
The elements of the IMC mix are selected by considering IMC objectives and nature of
the product. For the advertisement of Light Lamp House, Print and Broadcast media
would be used. TVC, print and radio ads would be used to attract and persuade target
audience. By analyzing the market of Light Lamp House, advertisements, which is the
element of the IMC mix is selected. Light Lamp House is on introduction stage people
are unaware of the Light Lamp House brand and they prefer to buy competitor brands
due to there awareness and recall. So advertisement, which is the best mean to create
recognition and recall, is selected.
IMC Activities for Each Target Segments:
There target audience of Light Lamp House is both Female, Male. For Female the Best
Channel would be the Radio, and Television because house wives are less Interested in
the reading News Papers. Whereas in Family, Men are the Target customers of
Newspapers, and also Television ads. They most likely to spend their leisure time in front
of TV or reading newspapers. IMC activities are selected by analyzing the behavior and
family life style of the target audience.
Objectives of Each IMC Activity:
Television:
 To gain cost efficiency and impact.
 To create recall and recognition.
 To touch the emotion of the customers for increasing awareness.
 To reach a lot of people in less time span.
Radio:
 To reach specific audience through specialized programming. Specifically
Teenagers who have mobile phones and Household women who most likely to
listen radio.
FSI (Free standing Insert)
 To reach the exact target customer free standing insert is the best and cost
effective medium.
 Due to the high credibility and high understanding of Newspaper, using FSI in all
well know newspaper.
Banner:
 It is cost efficient and has great exposure.
 To reach the all areas of Gujranwala it is great medium.
Billboard:
 To capture traveling audience billboard are using because it create recall &
reorganization.
Transit Advertising:
 To reach the colleges, universities, offices audience through Transit advertisement
 To reach those female who are shopping household goods from bazaar.
Instant Messaging:
 To reach the teenage and office working audience, it is also one of the cheapest
way to reach the target audience.
Kiosks:
 To reach those audience who are waiting at different general Bus stops or taxi
stand.

Objectives of Communication Mix Tools

Create Awareness: The objective is to create awareness about Light Lamp House, by
using rational strategy and by providing factual information about the product that
helping in disease.
Brand Image:
To create brand image in the minds of the customers by touching emotions, creating
conviction and belief.
Reach the Target Audience:
To reach target audience by meeting their customer expectations.
Building Company Image:
To create positive image in the minds of customers and creating profitable relationship
with the company by using different media.
Creative & Message Strategy
The Big idea:
Behind every effective advertisement there is a big idea or a creative concept that
implements the advertising strategy so that the message is both attention getting and
memorable.
The Big Idea for Light Lamp House Is
“Décor your living Place and enjoy healthy life”
This big idea would be shown through the relationship of mother and son. That strongest
relation consists of trust, taste, love, quality, bonding, friendship and happiness. The
target audience of Light Lamp House is upper and middle class. That prefer quality
product. Both soft and hard cell approach would be used for creating good word of mouth
and brand loyalty.
Second campaign would be having a concept noble cause. The big idea would be
“Unite hands with Light Lamp House, to protect life”
This idea would be used to create goodwill of the company and brand identity. Through
the rational and emotional appeal, recall and recognition would be created. The idea
would be executed by the help of diseased topeople like Astama and radiation in
environment due to use of electric machines like computers.
These two campaigns would also be launched through newspaper ads. Colour would be
the source of attracting people through newspapers ads. For the Campaign of Light Lamp
House ads on Radio the Big idea would be,
“ Jahan Duniya Ho Pyar ki, Wahan Har cheez ho mayar Ki”, “Light Lamp House
Sajae Ghar ur lae koshiya Ap ke Zindgi ma”.
The Big idea would get attention of target audience through the soft music or jingles that
would create an image of Brand in the minds of the customers.
Message Objective
 Perception: To create attention and awareness, by using different campaigns of
Kinley.
 Cognitive: To deliver understanding and information to the target audience about
the Brand and its quality through different media.
 Affective: To create feeling and emotion and attract them, Through different
slogons used in the campaigns like
“Unite hands with Light Lamp House, to protect life through décor of your living place”
&
“Décor your living place and enjoy healthy life”
 Persuasive: To change attitude, conviction and change preferences of the
customers. This would be done by giving factual and logical informations.
 Transformation: To establish brand identity in the mind of the Customers.
 Behavior: To stimulate purchase and repurchase by changing the actions and
attitude of the customers.
Hard and Soft Sell Strategy
For advertisement of Kinley both hard and soft sell strategy would be used to draw focus
of the customers. First Campaign would be based on heart strategy. Because this is the
best mean to attract customers and create awareness about the product. Through this
strategy emotions of the customer would be touched by showing the relation of mother
and son. In the Second campaign Both hard and soft strategy would be used. First
information of different diseases would be given then diseased people would be shown
that would cue emotional appeal.
Selling Premises:
All Above discussion about the message strategies or creative strategy and objectives all
are about emotional appeal and rational appeal. But the selling premises is all about the
factual or logical statements behind the sales of the product.that is
Decoration and healthy life.
It focuses on the benefits, promise, reason, and USP which are as follows:
Benefit:
The benefit provided by the Light Lamp House is decorating your living place and
protect youself from radiation. Salt lamps also help in recovering much disease like
asthma.
Promise:
Through the Slogan “Healthy life through decoration” promises about the quality of the
brand that we can enjoy healthy life through decoration our living place. Customer enjoy
Both benefit health and decoration their living place.
Reason Why:
This question has a clear cut answer that due to its twin benefit decoration and diseae
protection effect., fulfillment of promise and core benefits provided by the brand attract
customer and they can use.
USP (Unique Selling Proposition): In the first Campaign ,
“Decor your living place and enjoy healthy life”
Is a unique selling proposition. That differentiates the brand from its competitors.
Customer can trust on Light Lamp House products because it give two type of benefits
decoration and helping in recovering I disease. The lamps are also available in idfferent
style nad design that is important attribute that customer liked the most. Because
customers always prefer stlye & design when they buy light lamps. It is also prove by
research.
Execution (Design and Production)
Television ad:
Television is generally acknowledge as the most powerful advertising media and reaches
a broad spectrum of consumers. TV advertising vividly demonstrates product attributes
and persuasively explaining their corresponding consumer benefits. It tells stories
engages the emotions, creates fantasies and can have great visual impact. Properly
designed and executed TV ads can improve brand equity and affect sales and profits. The
ad will be of 30 seconds in which soft sell will be used showing decoration homes and
also helping you to protect or recovering from disease. Following channels are selected
for the advertisement of Light Lamp House

1. Star Plus

Radio Ad:
Radio’s main advantage is flexibility, stations are much targeted and are relatively
inexpensive to produce and place and short closings allow for quick response. It is widely
used in Pakistan and is an effective medium to let companies achieve a balance between
broad and localized market coverage. In radio the ad will be of 10 seconds having light
music and a message behind it “ Jahan Duniya Ho Pyar ki, Wahan Har cheez ho
mayar Ki”, “Light Lamp House Sajae Ghar ur lae koshiya Ap ke Zindgi ma it will
be broadcasted in morning, evening and mid night and will cover twelve spots in the
whole day on one FM station. one FM stations are selected which is FM 106.

Banners:

Banners will be used for small-scale promotions, which are short time, and they again
will be placed on key strategic areas of Gujranwala. For this purpose we are using 5
meter long Banner on that Banner using the same ad design that are using in Billboard.
Banners will be used extensively in the launching phase.

FSI (Free standing Insert):

Free standing insert promotion activities use to reach the specific Gujranwala target
audience because it is the one of the cheapest way to reach the exact target audience those
are living in the Gujranwala. In free standing insert printed two page on which give the
detail information about lamps style & design. On that pages also printed company name
logo and also that line “Decor your living place and enjoy healthy life”.
.

Instant Messaging:
In the lunching stage instant massaging play a vital role for the promotion of Light lamp
house. For this send the text message to all the target population of Gujranwala. In this
text message gives the Lamps outlet address and little bit information about light lamp
house products.
Billboard:
A billboard is a large outdoor advertising Light lamp house use high traffic areas such as
alongside busy roads in Gujranwala. Three different areas in Gujranwala which are
selected for the Light lamp house Billboard. There are Rahwali Chowk, Sialkot Bypass
and main city near Railway station. Billboard Typically showing large, ostensibly witty
Light lamp house slogans, and distinctive visuals, billboards are highly visible in the top
designated market areas. Bulletins are the largest, most impactful standard-size
billboards. Bulletins afford greatest visibility due not only to their size, but because they
allow creative "customizing" through extensions and embellishments.
Transit Advertising:
Light lamp house also using transit advertisement that is the one of the best way for
promotion of its product. It is a out-of-home advertising on transportation vehicles such
as buses, taxicabs, subways, commuter trains, rapid transit trains, and ferries, as well as in
transportation vehicle terminals. There are three major types of transit advertising: car
cards, found inside the vehicles in a fleet; outside posters, located outside the vehicles in
 a fleet; and station posters, located in carrier terminals. Light lamp house using 4 small
Suzuki’s and 4 high lax Toyota.
Kiosks:
Light lamp house also using different location of general bus stop in Gujranwala for it
promotion. There are three main location the Gujranwala where Light lamp house using
Kiosks advertisement Pindi bypass general bus stop, Rahwali chowk, Sheikhupura bus
stop.
Advertisement Budget
Media Channel/company Time/position/type Duration & size frequency Cost/unit Total Cost/
year
Cable TV Star plus by syed cable 20:00 – 21:00 20 second
Hole month/ total 4 2 time a day 3000 480,000
month in year
Radio FM 106 8:00am-9:00am 30 sec 1
For one week
9:00am – 10:00am 30 sec
For one week
1
9:00pm-11:00pm 30 sec
For one week
2
Billboard Rahat Advertisers Billboard Size: 10/20
Rent for 1 Month 2 5000 120000
Banner Rahat Advertisers Hand Made 5 meter
Purchase Once 20 400 8000
Kiosks Flex Media Color Chalking 5or2 meter 5 places 1000 5000
Free Standing insert Flex Media Colored A-4 2page 2000 6 12000
Instant Messaging Soft ware Text message 210 words
Purchase Once 200000 0.01 12000
Transit Flex Media Color print 3 & 4 meter 8 vehicles
Advertisement for one 1500 12,000
year
Total
Public Relation:
The customer relationship manger should be very active in making good relationship with
our arrival customers by taking their feedback, also asking about their experience of light
lamp house new style and range of size with solar facilty.We will also evaluate the
strengths and weakness of the light lamp house.
Word – of – mouth Promotion:

Word of mouth is very use full because it not paid form and customer believe more on it
rather any other type of promotion activities. It is more important for light lamp house
awareness and recall point of view. If a particular lamp of Light lamp house is
recommended by friends, relatives, or other well wishers the person is more
influenced and inclined towards that.