Communication Strategy for

Imperial Furniture’s
Submited by Ghayas Anwar
ID NO: C101102
 Current Situation

• We are a new furniture company named as

Imperial Furniture’s. Right now no
communication has taken place and the
customers/consumers are unaware of our
products.
 Overall Program/Project Objectives

This communications strategy must promote

our product on the internet and other media.
The objective is to create awareness among
the consumers not through mass marketing
but only targeting offices and baby furniture’s
right now. So, our communication strategy
should promote more our office & baby
furniture than the regular home furniture’s.
Moreover the objectives are to,

• Build awareness of a project among a wide but

defined group of audiences and user groups.
• Secure the commitment of a defined group of
stakeholders to the project aims.
• Influence specific policies or policymakers around
key aspects.
• Encourage participation among researchers or
partner bodies.
 Target Audience

Primary Target Audience –

• Offices
• Baby furniture’s, particularly babies aged between 0-6 years
 

Secondary Target Audience

 
• Colleges, Universities and schools with Computer laboratory and
library
 Key Message per Target Audience

• In baby furniture’s, we want to change the idea of

simple furniture’s with cartoons and alphabets written
on it. Imperial furniture’s will provide the children a
sense of comfort and playfulness by installing
multimedia sounds and automatic swingers in their
coats and chairs.

• Imperial office furniture’s collection is designed as to

give more space to put in computers and has security
locks for privacy and safety.
 Promotion Mix

 
To communicate with the customers and build strong awareness and customer relationship, we would use the
following sources to get our message across.
 
External Communications Mix
 
• Press
Press release
Radio
Opinion editorial

• Online
Newsletters
Screensavers, photo galleries
Websites
 
• TV
News and features
Long-format programs
 
• Advertising
Print
Radio
Television
 
• Print
Brochures
Posters
Letters
Scientific reports
 
• Public Relations
Events
Telephone calls
conferences
 
Internal Communications Mix
 
• Conference calls
• Face-to-face meetings
 Budget

Imperial Furniture’s has planned to start a

massive communication to create maximum
awareness to target market. Therefore, we
have intended to spend a huge budget on
marketing which is 8million dollar. In the
future, we will set the ratio as to 25% profit
from the product line.
 Timeline

•  On 1st December, we will start building public relations

through events, calls and conferences and collect the email
addresses

• On 10th of December, we will send newsletters and emails to

the consumers introducing them our website so they can see
our product lines.

• On 20th December, advertisements, press releases and online

communication will take place for creating awareness
through Media.
• On the New year day i.e 1st January, we will give
discount cards and place seminars for lucky
draws. This can help us to increase the
excitement for Imperial furniture’s.

• On January 20th, we will do a success evaluation.

This evaluation will take place on the 20th of
every month for six months as to check if there
is a need to change the communication strategy.
 Evaluating Success

 
• We will evaluate the success of Imperial furniture’s new
products by the getting surveys and feedbacks, looking at the
website traffic and the purchases made.

• We will evaluate that either we came in on budget or if right

tools were chosen to reach the audience and did we really
reached our audience. Internally we will evaluate success by
checking that the people in the organization understood the
message. Did they do what had to be done and was the
method effective that was chosen for communication ?
Thank You