1.

Identifying the Target Market:

Target market is our audience for whom we work and offers our product to this audience. These
are the following step that we can identify the target audience:
Geographical Segmentation:
It includes region that in which we perform our functions and serve to the people. We offer our
product ginger garlic paste in national wide and also supply in Saudi Arabia, South Africa, Qatar,
UAE etc.
Demographical Segments:
We target the people in the age bracket of 18 years to 40 years because mostly youngster is
foody people.We target both male and female gender because we are working in the food
industry both gender involve in this industry.Income based target both middle and high class
people.
Psychological:
Psychographics is the science of using psychology and demographics to better understand
consumers. In psychographic segmentation, buyers are divided into groups on the basis of
psychological/personality traits, lifestyle, or values. People within the same demographic group
can exhibit very different psychographic profiles. People have different psychological behavior
in foods. For instance, Lahori peoples like to eat spicy food etc. We target that people who prefer
traditional cuisine and traditional taste.
Behavior:
Some people know about the product and some just listen the feedback from other that develop
the need in them to taste this product. For example, girl told her mother that this ginger garlic
paste brings the outstanding taste in the food. So that it generates a need and want in the other
person mind to taste this product.

2. Set the Communications Objectives

Establish need for category:

In 21st century lifestyles and routines require multiple tasks to be done in day to day bases and
our working class needs to make food for themselves or for others too. In which we believe a lot
of time is wasted in preparing the perfect ingredients for your dishes and recipes. We have
intended to eliminate the preparation time and just get to cooking. How do we do that we make
the packages of ingredients such as cut vegetables, garnish and powders which you just add in
your cooker with your preferred meat and the food is made in a lot less time with a lot less
hassle.

Build brand awareness

Our brand gets its awareness in market from our previously well-known brand namely “J.”
which is well known for its perfumes and gifts and what we had in common from them is the
way we provide you the experience in a complete package which leaves nothing to be desired for
anymore once you use our product.

Build brand attitude

As a food oriented brand you might thing we will go for sensory oriented ads but in reality we
are going for problem solving ads since every one need food for survival and not most people do
not cook because of all the preparation required and the hassle. That is the problem we will be
fixing with our products at Jazaa foods

Influence brand purchase intention

This will be the tricky part since its Covid 19 lockdown situation so as for our marketing in
selected areas closer to our retail stores we will provide cooked meal with our product with it
which we used to cook that meal. This way people will be paying for our cooked meal and
getting our product complementary to cook that food for themselves at home.

3. Design the Communications

Message Strategy
With our product the message we deliver is that we can save time in the simplest of day to day
tasks and anyone who uses our product receives that message very clearly.
Creative Strategy
Our message is ‘making life easier’ We do write it as a slogan on our product and then let the
consumer decide or feel the difference in their cooking habit with our product which solidifies
their belief in our product and what it provides.

4. Personal or Non-Personal Communications:

Selecting an efficient means to carry the message becomes more difficult as channels of
communication become more fragmented and cluttered. Communications channels may be
personal and nonpersonal. Within each are many subchannels.

Personal Communications:
Personal communications is the face-to-face or person-to-audience through a medium in which
communication is performing like phone and email. They derive the core of communications
from individualized presentation and feedback. This concludes direct marketing and interactive
marketing, worth of mouth, experience based and personal selling. For personal communications
we have invited famous celebrities like Wasim Akram, Aijaz Aslam, Waseem Badami to
inaugurate our product and perform Personal communication with consumer which creates value.
Non-Personal Communications:
Non-personal channels are communications directed to more than one person and include
advertising, sales promotions, events and experiences, and public relations. Much recent growth
has taken place through events and experiences. Non-Personal communications is more
beneficial and aggressive than Personal communications because the non-personal is a source of
attention for new consumers who would become our loyal customers in future. For this we have
invited famous celebrities like Wasim Akram, Aijaz Aslam, Waseem Badami to inaugurate our
product which creates value to our product. We also have conucted Pakistan’s First Live cooking
show with Famous Chefs and celebrities which is a great source of communications.

5. Establish the Marketing Communication Budget:

We use Affordable Methods in promotional Budget. We chose this method because of our brand
is existing brand and also have many others products and also have many customers in the
existing products. In short, our business is running smoothly and our sale is smooth so we have
not shortage of budge or funds. Due to this reason we are able to afford and perform promotional
activities.

6. Selecting the marketing communication mix:

Sales Promotion:
We use sale promotion. We offer free small pack of ginger garlic paste with 5 kg rice pack to
promote the newly product that is ginger garlic paste. We offer discount in one kg pack of ginger
garlic paste to promote this product in the customers with limited time offer.

Mobile Marketing:
We use mobile marketing because we take emails, mobile number when our existing customer
shop our product after that we send them promotional offers, through SMS and emails to engage
with us. We also send text messages on occasional offers etc.

Online and social Media Advertising:

We also use social media and digital marketing to enhance pour business. We launch cooking
program with famous chiefs on our Facebook official page. We also provide our product in
MASLA TV channel to use it in your live show and prefer it to other due to this we attract our
female audience because mostly female audience watch the MASLA TV to cook food better.
That is our social media and online marketing. It helps the company to growth and earn more
profits.

Implementing Integrated Marketing Communications;

Integrated marketing communications can produce stronger message consistency and help build
brand equity and create greater sales impact. It forces management to think about every way the
customer comes in contact with the company, how the company communicates its positioning,
the relative importance of each vehicle, and timing issues. It gives someone the responsibility
where none existed before to unify the company’s brand images and messages as they come
through thousands of company activities. IMC should improve the company’s ability to reach the
right customers with the right messages at the right time and in the right place.