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
• Visiting the posh localities
• Placing up kiosk in such
localities
• Placing up experience centers
in malls and other places of
crowd
Reason: Offline drives is very
necessary as people might want to
know in detail about the products
used for grooming, just like
grooming salon for humans
Online
• Use of facebook and Instagram
to advertise
• Partnership with service
providers such as Urban
Company
Reason: FB & insta will help people
in discovering about the services
who do not venture outside
Partnership with other services
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