Description
Project on IMC for Banarasee Sarees
1
[Banarasi Sarees]
[Integrated Marketing Communications]
PANKHUDI SAREES
[Marketing Sem II: Prof. R. Subramanian]
[Batch 2010-12: Division B]
Group Members:
Arpit Kachalia Deepika Jethwa Neha Goenka Rohit Nair Sona Bajaj 210 215 234 246 251
2
Table of Contents
1. Introduction to the Banarasi Sarees«««««««««««« 3 2. Overview of the Pankhudi..«««««««««««««««. 4 3. Target Market«««««...««««««««««««««« 5 4. Product Range««««««««««««««««««««..5 5. Consumer Behavior & determining communication objectives... 6 6. Long-term Communication Objectives..««««««««««. 7 7. Brand Identity Prism.......««««««««««««««««. 8 8. Designing the Communication«««««««««««««« 9 9. Marketing Communication Mix a. Advertising«««««««««««««««««««.. 10 b. Direct Marketing«««««««««««««««««. 12 c. Sales Promotion«««««««««««««««««.. 14 d. Personal Selling«««««««««««««««««..14 e. Event Organization«..««««««««««««««... 15 f. Word of Mouth«««««««««««««««««... 16 10. Effectiveness««««««««««««««««««««.17 11. Implementation«««««««««««««««««««.. 18 12. Evaluation of IMC plan««««««««««««««««. 19 13. References«««««««««««««««««««««.. 20
INTRODUCTION
3
Banarasi sarees are sarees made in Varanasi, a city which is also called "Benares." These sarees are historically considered to be among the finest sarees in India and are known for their gold and silver brocade, fine silk and opulent embroidery, and being highly sought after. These sarees are made of finely woven silk and are decorated with intricate design, and because of these engravings, these sarees are relatively heavy. Their special characteristics are Mughal inspired designs such as intricate intertwining floral and foliate motifs, kalga and bel, a string of upright leaves called jhallar at the outer, edge of border is a characteristic of these sarees. Other distinctive features are Heavy gold work, Compact weaving, figures with small details, metallic visual effects, pallus, jal (a net like pattern), and mina work. These sarees are an inevitable part of any Indian bride's trousseau. Banarasi sarees have proved to be the iconic bridal wear and also an asset to cherish in the wardrobe. Apart from the wedding occasion, there are many women who prefer to buy at least one Banarasi saree every year and enhance their traditional collection. Banarasi sarees reflect their own charm and regal beauty, thus becoming one of the most favorite outfits of every Indian woman. Depending upon the intricacy of designs and patterns, a saree can take anywhere from 15 days to a one month and sometimes up to six months to complete. Banarasi sarees are mostly worn by Indian women on important occasions such as when attending a wedding and are expected to be complemented by the woman's best jewelry.
4
Overview of Pankhudi
The sheer opulence, the exquisite designs, the majesty and grace ² the Banarasi sari is a treasure of immeasurable value and symbolizes true feminine splendor. Adorned in a Banarasi saree, the maiden looks like a deity, ready to be worshipped.
Pankhudi is one of the leading providers of the finest collection of designer sarees throughout India.
Our Bridal Collection is the most sought after by customers.Stepping up to meet growing demands of customer requirements in the clothing department, Pankhudi showcases vast collections of ladies· ready-mades in varied styles, patterns and design for Banarasi Sarees.
Pankhudi has a wide range of products that are made to order to export and for the domestic Indian market. Filled with the aesthetics and values Pankhudi, is a fresh and dynamic ethnic wear lifestyle brand that thrives to make both traditional as well as contemporary clothing and printed fabrics with a distinct flavor that comes from a sophisticated sense of aesthetics, attention to detail, quality and excellent craftsmanship.
Pankhudi·s creations are great designs which are hand printed on natural fabrics and the process that has minimal impact on the environment.
5
Target Market
The target market for the Banarasi sarees is females. The female individual appreciates beauty, fashion and also likes to show that. The females tend to take good care of their selves through exercises and various other beauty products. The Females appreciate the quality and are generally ready to pay for it.
Based on this, the target customer can be profiled as a Woman y Upper middle / Lower Upper / Upper Upper class y Age group starting from 18 years and extending to 50 years y Students y Working professionals / Socially Active Women y Women having cultural and integral values
Product Range
Pankhudi Shattir
Pankhudi Kora - Zari
Pankhudi Tanchoi Pankhudi Katan Pankhudi Georgette
6
Consumer Behavior and Determining Communication Objectives
Awareness: If most of the target audience is unaware of the object, the communicator·s task is to build awareness, perhaps just name recognition, with simple messages repeating the product name. Consumers must become aware of the brand. As most of the target segment is comparatively new to this brand so we need to aware the mass about the Brand.
Knowledge: After making the target audience aware of the brand, still they do not know much, hence this stage involves creating brand knowledge. This is where comprehension of the brand name and what it stands for become important.
Liking: After knowledge about the brand the feelings of consumers associated with the brand should be analyzed, and if the feelings are unfavorable then stress should be laid on this stage.
Preference: Even after liking it may happen that many people may prefer another brand. In this case the communicator must try to build consumer preference to promote quality, value, performance and other features.
Conviction: A target audience might prefer a particular product but not develop a conviction about buying it. The communicator·s job is to build conviction among the target audience.
7 Purchase: Finally some members of the target audience might have the conviction but not quite get around to making the purchase. They may wait for more information or plan to act later. The communicator must need these consumers to take the final step, perhaps to offering the product at a low price, offering a premium, or letting consumers tried out. This is where consumers make a move to actual search out information or purchase.
Based on the above we have to set our long term objectives and subsequent IMC strategies.
Long Term Communication Objectives
Based on the above we should study the customer behavior and determine the long term objectives:
Brand Awareness: To promote the awareness about Pankhudi and to make it be the first brand that comes to the mind for ethnic, elegant and colorful banarasi sarees.
Brand Attitude: To make the brand more preferable by 50% for the target customer in view of customers.
Brand Purchase Intention: To get each target customer to visit a ´Pankhudiµ store atleast once every season, and to get new referred customers equal to 100% of existing customer base every year.
8
Brand Identity Prism
Personlality
-Sincere
-Caring -Chereful -Perfect
Reflection -Outgoing Artistic -Elegant -Modern yet Indian Culture
Pankhudi
-Indian -Traditional -Creative
Self Image -Trendy -Independent -Indian
9
Designing the Communications
The designing of the communications would be based on the idea of one voice ² one message strategy. This strategy would be address to three problems:
What to Say (Message Strategy): The brand is basically for the woman and home décor, thus the theme of the message should be targeted on the housewife. Based on the brand positioning the theme would be: ´Adding grace to your lifeµ
How to Say (Creative Strategy): The creative strategy would be based on the Transformational Appeals i.e. which elaborates on a non-product related benefit or image. As discussed above, the appeal would be to depict a confident elegant dressed Global Indian woman successful on both Personal and Professional front.
Who should Say (Message Source): The person selected should portray the appeal we want to create. So qualities of being successful, elegant and truly Indian with global appeal should be there in the Brand Ambassador. That·s the reason why Pankhudi has signed up Aishwarya Rai Bacchan as its Brand Ambassador for a whopping Rs 4,00,00,000 (Four Crores) for a yearly contract.
Pankhudi Sarees has 3 Brand Ambassadors promoting the brand: y Aishwarya Rai Bacchan ² Global and Indian appeal y Parvati Ommanakuttan ² Appealing the South Zone y Shweta Tiwari ² Appealing the North and North Eastern Zone
10
Marketing Communication Mix
Below are presented the implementation of the selected components of marketing mix:
Advertising: It is a platform to reach geographical dispersed buyers. It can build up a long term image of the brand. The mediums through which Pankhudi Sarees advertises are: Television: The channels selected are:
The Cost for an Ad on each channel is as follows:
CHANNEL Star Plus TIME 12pm to 3pm 8pm to 10pm(Prime Slot) Colors 12pm to 3pm 8pm to 10pm(Prime Slot) Sun TV 12pm to 3pm 8pm to 10pm(Prime Slot) Mahuaa TV 12pm to 3pm 8pm to 10pm(Prime Slot) COST per 10 sec 80,000 INR 1,50,000 INR 75,000 INR 1,40,000 INR 55,000 INR 1,25,000 INR 35,000 INR 95,000 INR
11 Radio: The radio channels selected are:
The cost for an Ad on each channel is as follows: CHANNEL Radio City Red FM Radio Mirchi TIME 4 times a day 3 times a day 3 times a day COST per 10 sec 20,000 INR 15,000 INR 20,000 INR
Newspaper: The Newspapers selected are:
The cost per Ad in newspapers is: Newspaper Bombay Times Days Mon-Fri Sat-Sun Mumbai Mirror MidDay Others(Regional) 7 days a week 7 days a week 7 days a week COST per square cm 2,485 INR 3,355 INR 1,505 INR 2,000 INR 1,650 INR average) (on an
12 Magazines:
The cost of Ad in magazine per issue for (28x20cm ad) Magazine Sakhi Roopantar (Bengaluru) Femina COST per ad per issue 12,000 INR 10,505 INR 1,75,000 ² 1,90,000 INR
Hoardings (Outdoor Marketing): Hoardings on bridges cost Rs 18-21 lakh per month. Gantries cost Rs 1-3.5 lakh (This cost is only for hoardings in Mumbai).
Direct Marketing
irect marketing is a form of advertising that reaches its audience without using traditional formal channels of advertising, such as TV, newspapers or radio. Businesses communicate straight to the consumer with advertising techniques such as fliers, catalogue distribution, promotional letters, and street advertising. Direct and Interactive Marketing takes many forms ² over the phone, online or in person. All of these share three distinctive characteristics. Direct and interactive marketing messages are:
13 y Customized ² The message can be prepared to appeal to the addressed individual. y Up-to-Date ² A message can be prepared very quickly. y Interactive ² The message can be changed depending on the person·s response.
Channels: Emails: The most common form of direct marketing is direct mail, sometimes called junk mail, used by advertisers who send paper mail to all postal customers in an area or to all customers on a list.
TelemarketingAnother common form of direct marketing is telemarketing, in which marketers contact consumers by phone.
Couponing: Couponing is used in print media to elicit a response from the reader. An example is a coupon which the reader cuts out and presents to a super-store check-out counter to avail of a discount. Coupons in newspapers and magazines cannot be considered direct marketing, since the marketer incurs the cost of supporting a third-party medium (the newspaper or magazine); direct marketing aims to circumvent that balance, paring the costs down to solely delivering their unsolicited sales message to the consumer, without supporting the newspaper that the consumer seeks and welcomes.
Direct selling Direct selling is the sale of products by face-to-face contact with the customer, either by having salespeople approach potential customers in person
14 Sales Promotion: Initially for increased footprints and traffic a discount of 10% on MRP for first 30 days. Also for Bridal collection Pankhudi Sarees has a special package called ´Solah Shringarµ in which, Pankhudi Sarees send their team to the customers presenting to them the exclusive and variant designs. Along with this Pankhudi Sarees also have a tie up with Jewel Makers and Make-up Artists which help the customer in dressing more elegantly for her occasion. This promotion is specially done for the high end sarees which cost around Rs 25,000to few lakhs. For sarees ranging between Rs 15,000 ² 25,000 and for sarees ranging from Rs 7,000 ² 15,000 Pankhudi sarees has different and exclusive offers for the customers in their stores. The Customers would be provided an in house Magazine describing the facts and information about the family, fashion etc. along with customer·s experiences and articles.
Personal Selling: At Pankhudi every artist or salesman will act as its own salesperson. Every employee that is involved with the customer has to make sure that he / she comes back. At the end of the service treatment the person that handles the customer has to make sure to set a future appointment, and that the customer feels obliged not to miss it. Sales person should provide needed information only and just find things according to their need. All the sales person should have same ethnic uniform. The sales team should be very responsive, friendly, well informed and well dressed. Trained to understand the taste and needs of the customer when she walks in.
15 Event Organization: The event that to be organized need to be in sync with the message that is convened through the brand. Pankhudi has an Indianised image, depicting and celebrating the success of today·s age women with traditional values, sophisticated with a status symbol and ´Be a Proud Indian Womenµ attitude. The followers or enthusiasts of the event could possibly be the influencers or share the values with which the brand empathizes with. Based on this Pankhudi is going to organize a Fashion show to create a brand awareness and the show stopper would be Aishwarya Rai Bacchan.
16 Word of Mouth: Being the focal points for the line of business, its very important to be in contact with the socialites of Delhi, Mumbai, etc. so that the product can get free publicity via the word of the mouth and these socialites can also serve as the Brand evangelists. Also for the word of mouth publicity the main source would be to satisfy and amaze the existing customers, which will be greatly dependent on the brand image built by the quality, uniqueness and customer engagement with the brand.
Touch Points: Advertisements Trade Shows Products Catalogs Emails Billboards Sponsored Events Carry Bags Brochuers Brand Tag Mail Cards Promotional Coupons Events Billboards Contest Portals Sales Person
The touch points reinforce what brand stands for, the draws erg from each other as each focuses on making the brand more and more attractive to the customers, reinforce the correctness of the purchase decision, and increase the value of the bought products.
17
Effectiveness of Integrated Marketing Communication Plan:
Marketing Communication Mix elements used for the Pankhudi Sarees and the various touch available, will be controlled by an agency so that message is coherent in each medium. Moreover, if possible the in-house agency would be given the task of entire IMC plan. To ensure the effectiveness, the communicated message should actually be fulfilled by the Brand. Thus effectiveness in case of the apparel like Pankhudi will be a joint effort of the operations and merchandise planning, and collection designers.
18
Implementation of IMC:
Phase 1 Description Pre-Opening of Stores Key Role To brand awareness 2 Opening Stores of To Time 2 of Activities y TV Ads y Billboards y Magazines 2 of y Direct Mailers y PR y Events y Radio Ads
create Before months opening
increase Next months opening
brand awareness To create a preference for the brand
3
Post-Opening To phase
create After months
2 of
y Emails y PR y Events y Newspaper Ads
preference/
liking for the opening till brand next months 4 Proliferation phase To create After 3-4 of 8
y Sales Promotions y TV Ads y Direct Marketing y Personal Sales y Word Mouth of
conviction for months the brand To increase opening
purchase and customer base
19
Evaluation of IMC Program
The evaluation of the advertising and marketing efforts will take place on an ongoing basis over various levels: The store will receive the month·s media schedules before the first of the month. It is the receptionists / floor coordinators duty to ask have the customers (when they enter) heard about Pankhudi. They have to find out if it was through a referral ,a direct mail piece, or if they had seen an add somewhere. After writing down where the prospect has heard about the Brand store, he or she will be noted down in a setup computer program/software. The same is true for walk-in customers. After the purchase is finished, the floor manager also has to mark the amount paid for the product. This way Pankhudi can take exact control in measuring media effectiveness.
Sources of Data: - Customers surveys in stores and online - Sales Data
Sales Data Analysis: - Merchandize wise (Artwork, Fabric, Size) - Season wise - Month wise - Demographic of the customer wise - Promotional coupons sold
20
References:
1. Marketing Management ² Philip Kotler 2. Principles of Advertising and IMC ² Tom Duncan 3. Photos ² Google images
doc_726535035.docx
Project on IMC for Banarasee Sarees
1
[Banarasi Sarees]
[Integrated Marketing Communications]
PANKHUDI SAREES
[Marketing Sem II: Prof. R. Subramanian]
[Batch 2010-12: Division B]
Group Members:
Arpit Kachalia Deepika Jethwa Neha Goenka Rohit Nair Sona Bajaj 210 215 234 246 251
2
Table of Contents
1. Introduction to the Banarasi Sarees«««««««««««« 3 2. Overview of the Pankhudi..«««««««««««««««. 4 3. Target Market«««««...««««««««««««««« 5 4. Product Range««««««««««««««««««««..5 5. Consumer Behavior & determining communication objectives... 6 6. Long-term Communication Objectives..««««««««««. 7 7. Brand Identity Prism.......««««««««««««««««. 8 8. Designing the Communication«««««««««««««« 9 9. Marketing Communication Mix a. Advertising«««««««««««««««««««.. 10 b. Direct Marketing«««««««««««««««««. 12 c. Sales Promotion«««««««««««««««««.. 14 d. Personal Selling«««««««««««««««««..14 e. Event Organization«..««««««««««««««... 15 f. Word of Mouth«««««««««««««««««... 16 10. Effectiveness««««««««««««««««««««.17 11. Implementation«««««««««««««««««««.. 18 12. Evaluation of IMC plan««««««««««««««««. 19 13. References«««««««««««««««««««««.. 20
INTRODUCTION
3
Banarasi sarees are sarees made in Varanasi, a city which is also called "Benares." These sarees are historically considered to be among the finest sarees in India and are known for their gold and silver brocade, fine silk and opulent embroidery, and being highly sought after. These sarees are made of finely woven silk and are decorated with intricate design, and because of these engravings, these sarees are relatively heavy. Their special characteristics are Mughal inspired designs such as intricate intertwining floral and foliate motifs, kalga and bel, a string of upright leaves called jhallar at the outer, edge of border is a characteristic of these sarees. Other distinctive features are Heavy gold work, Compact weaving, figures with small details, metallic visual effects, pallus, jal (a net like pattern), and mina work. These sarees are an inevitable part of any Indian bride's trousseau. Banarasi sarees have proved to be the iconic bridal wear and also an asset to cherish in the wardrobe. Apart from the wedding occasion, there are many women who prefer to buy at least one Banarasi saree every year and enhance their traditional collection. Banarasi sarees reflect their own charm and regal beauty, thus becoming one of the most favorite outfits of every Indian woman. Depending upon the intricacy of designs and patterns, a saree can take anywhere from 15 days to a one month and sometimes up to six months to complete. Banarasi sarees are mostly worn by Indian women on important occasions such as when attending a wedding and are expected to be complemented by the woman's best jewelry.
4
Overview of Pankhudi
The sheer opulence, the exquisite designs, the majesty and grace ² the Banarasi sari is a treasure of immeasurable value and symbolizes true feminine splendor. Adorned in a Banarasi saree, the maiden looks like a deity, ready to be worshipped.
Pankhudi is one of the leading providers of the finest collection of designer sarees throughout India.
Our Bridal Collection is the most sought after by customers.Stepping up to meet growing demands of customer requirements in the clothing department, Pankhudi showcases vast collections of ladies· ready-mades in varied styles, patterns and design for Banarasi Sarees.
Pankhudi has a wide range of products that are made to order to export and for the domestic Indian market. Filled with the aesthetics and values Pankhudi, is a fresh and dynamic ethnic wear lifestyle brand that thrives to make both traditional as well as contemporary clothing and printed fabrics with a distinct flavor that comes from a sophisticated sense of aesthetics, attention to detail, quality and excellent craftsmanship.
Pankhudi·s creations are great designs which are hand printed on natural fabrics and the process that has minimal impact on the environment.
5
Target Market
The target market for the Banarasi sarees is females. The female individual appreciates beauty, fashion and also likes to show that. The females tend to take good care of their selves through exercises and various other beauty products. The Females appreciate the quality and are generally ready to pay for it.
Based on this, the target customer can be profiled as a Woman y Upper middle / Lower Upper / Upper Upper class y Age group starting from 18 years and extending to 50 years y Students y Working professionals / Socially Active Women y Women having cultural and integral values
Product Range
Pankhudi Shattir
Pankhudi Kora - Zari
Pankhudi Tanchoi Pankhudi Katan Pankhudi Georgette
6
Consumer Behavior and Determining Communication Objectives
Awareness: If most of the target audience is unaware of the object, the communicator·s task is to build awareness, perhaps just name recognition, with simple messages repeating the product name. Consumers must become aware of the brand. As most of the target segment is comparatively new to this brand so we need to aware the mass about the Brand.
Knowledge: After making the target audience aware of the brand, still they do not know much, hence this stage involves creating brand knowledge. This is where comprehension of the brand name and what it stands for become important.
Liking: After knowledge about the brand the feelings of consumers associated with the brand should be analyzed, and if the feelings are unfavorable then stress should be laid on this stage.
Preference: Even after liking it may happen that many people may prefer another brand. In this case the communicator must try to build consumer preference to promote quality, value, performance and other features.
Conviction: A target audience might prefer a particular product but not develop a conviction about buying it. The communicator·s job is to build conviction among the target audience.
7 Purchase: Finally some members of the target audience might have the conviction but not quite get around to making the purchase. They may wait for more information or plan to act later. The communicator must need these consumers to take the final step, perhaps to offering the product at a low price, offering a premium, or letting consumers tried out. This is where consumers make a move to actual search out information or purchase.
Based on the above we have to set our long term objectives and subsequent IMC strategies.
Long Term Communication Objectives
Based on the above we should study the customer behavior and determine the long term objectives:
Brand Awareness: To promote the awareness about Pankhudi and to make it be the first brand that comes to the mind for ethnic, elegant and colorful banarasi sarees.
Brand Attitude: To make the brand more preferable by 50% for the target customer in view of customers.
Brand Purchase Intention: To get each target customer to visit a ´Pankhudiµ store atleast once every season, and to get new referred customers equal to 100% of existing customer base every year.
8
Brand Identity Prism
Personlality
-Sincere
-Caring -Chereful -Perfect
Reflection -Outgoing Artistic -Elegant -Modern yet Indian Culture
Pankhudi
-Indian -Traditional -Creative
Self Image -Trendy -Independent -Indian
9
Designing the Communications
The designing of the communications would be based on the idea of one voice ² one message strategy. This strategy would be address to three problems:
What to Say (Message Strategy): The brand is basically for the woman and home décor, thus the theme of the message should be targeted on the housewife. Based on the brand positioning the theme would be: ´Adding grace to your lifeµ
How to Say (Creative Strategy): The creative strategy would be based on the Transformational Appeals i.e. which elaborates on a non-product related benefit or image. As discussed above, the appeal would be to depict a confident elegant dressed Global Indian woman successful on both Personal and Professional front.
Who should Say (Message Source): The person selected should portray the appeal we want to create. So qualities of being successful, elegant and truly Indian with global appeal should be there in the Brand Ambassador. That·s the reason why Pankhudi has signed up Aishwarya Rai Bacchan as its Brand Ambassador for a whopping Rs 4,00,00,000 (Four Crores) for a yearly contract.
Pankhudi Sarees has 3 Brand Ambassadors promoting the brand: y Aishwarya Rai Bacchan ² Global and Indian appeal y Parvati Ommanakuttan ² Appealing the South Zone y Shweta Tiwari ² Appealing the North and North Eastern Zone
10
Marketing Communication Mix
Below are presented the implementation of the selected components of marketing mix:
Advertising: It is a platform to reach geographical dispersed buyers. It can build up a long term image of the brand. The mediums through which Pankhudi Sarees advertises are: Television: The channels selected are:
The Cost for an Ad on each channel is as follows:
CHANNEL Star Plus TIME 12pm to 3pm 8pm to 10pm(Prime Slot) Colors 12pm to 3pm 8pm to 10pm(Prime Slot) Sun TV 12pm to 3pm 8pm to 10pm(Prime Slot) Mahuaa TV 12pm to 3pm 8pm to 10pm(Prime Slot) COST per 10 sec 80,000 INR 1,50,000 INR 75,000 INR 1,40,000 INR 55,000 INR 1,25,000 INR 35,000 INR 95,000 INR
11 Radio: The radio channels selected are:
The cost for an Ad on each channel is as follows: CHANNEL Radio City Red FM Radio Mirchi TIME 4 times a day 3 times a day 3 times a day COST per 10 sec 20,000 INR 15,000 INR 20,000 INR
Newspaper: The Newspapers selected are:
The cost per Ad in newspapers is: Newspaper Bombay Times Days Mon-Fri Sat-Sun Mumbai Mirror MidDay Others(Regional) 7 days a week 7 days a week 7 days a week COST per square cm 2,485 INR 3,355 INR 1,505 INR 2,000 INR 1,650 INR average) (on an
12 Magazines:
The cost of Ad in magazine per issue for (28x20cm ad) Magazine Sakhi Roopantar (Bengaluru) Femina COST per ad per issue 12,000 INR 10,505 INR 1,75,000 ² 1,90,000 INR
Hoardings (Outdoor Marketing): Hoardings on bridges cost Rs 18-21 lakh per month. Gantries cost Rs 1-3.5 lakh (This cost is only for hoardings in Mumbai).
Direct Marketing
irect marketing is a form of advertising that reaches its audience without using traditional formal channels of advertising, such as TV, newspapers or radio. Businesses communicate straight to the consumer with advertising techniques such as fliers, catalogue distribution, promotional letters, and street advertising. Direct and Interactive Marketing takes many forms ² over the phone, online or in person. All of these share three distinctive characteristics. Direct and interactive marketing messages are:13 y Customized ² The message can be prepared to appeal to the addressed individual. y Up-to-Date ² A message can be prepared very quickly. y Interactive ² The message can be changed depending on the person·s response.
Channels: Emails: The most common form of direct marketing is direct mail, sometimes called junk mail, used by advertisers who send paper mail to all postal customers in an area or to all customers on a list.
TelemarketingAnother common form of direct marketing is telemarketing, in which marketers contact consumers by phone.
Couponing: Couponing is used in print media to elicit a response from the reader. An example is a coupon which the reader cuts out and presents to a super-store check-out counter to avail of a discount. Coupons in newspapers and magazines cannot be considered direct marketing, since the marketer incurs the cost of supporting a third-party medium (the newspaper or magazine); direct marketing aims to circumvent that balance, paring the costs down to solely delivering their unsolicited sales message to the consumer, without supporting the newspaper that the consumer seeks and welcomes.
Direct selling Direct selling is the sale of products by face-to-face contact with the customer, either by having salespeople approach potential customers in person
14 Sales Promotion: Initially for increased footprints and traffic a discount of 10% on MRP for first 30 days. Also for Bridal collection Pankhudi Sarees has a special package called ´Solah Shringarµ in which, Pankhudi Sarees send their team to the customers presenting to them the exclusive and variant designs. Along with this Pankhudi Sarees also have a tie up with Jewel Makers and Make-up Artists which help the customer in dressing more elegantly for her occasion. This promotion is specially done for the high end sarees which cost around Rs 25,000to few lakhs. For sarees ranging between Rs 15,000 ² 25,000 and for sarees ranging from Rs 7,000 ² 15,000 Pankhudi sarees has different and exclusive offers for the customers in their stores. The Customers would be provided an in house Magazine describing the facts and information about the family, fashion etc. along with customer·s experiences and articles.
Personal Selling: At Pankhudi every artist or salesman will act as its own salesperson. Every employee that is involved with the customer has to make sure that he / she comes back. At the end of the service treatment the person that handles the customer has to make sure to set a future appointment, and that the customer feels obliged not to miss it. Sales person should provide needed information only and just find things according to their need. All the sales person should have same ethnic uniform. The sales team should be very responsive, friendly, well informed and well dressed. Trained to understand the taste and needs of the customer when she walks in.
15 Event Organization: The event that to be organized need to be in sync with the message that is convened through the brand. Pankhudi has an Indianised image, depicting and celebrating the success of today·s age women with traditional values, sophisticated with a status symbol and ´Be a Proud Indian Womenµ attitude. The followers or enthusiasts of the event could possibly be the influencers or share the values with which the brand empathizes with. Based on this Pankhudi is going to organize a Fashion show to create a brand awareness and the show stopper would be Aishwarya Rai Bacchan.
16 Word of Mouth: Being the focal points for the line of business, its very important to be in contact with the socialites of Delhi, Mumbai, etc. so that the product can get free publicity via the word of the mouth and these socialites can also serve as the Brand evangelists. Also for the word of mouth publicity the main source would be to satisfy and amaze the existing customers, which will be greatly dependent on the brand image built by the quality, uniqueness and customer engagement with the brand.
Touch Points: Advertisements Trade Shows Products Catalogs Emails Billboards Sponsored Events Carry Bags Brochuers Brand Tag Mail Cards Promotional Coupons Events Billboards Contest Portals Sales Person
The touch points reinforce what brand stands for, the draws erg from each other as each focuses on making the brand more and more attractive to the customers, reinforce the correctness of the purchase decision, and increase the value of the bought products.
17
Effectiveness of Integrated Marketing Communication Plan:
Marketing Communication Mix elements used for the Pankhudi Sarees and the various touch available, will be controlled by an agency so that message is coherent in each medium. Moreover, if possible the in-house agency would be given the task of entire IMC plan. To ensure the effectiveness, the communicated message should actually be fulfilled by the Brand. Thus effectiveness in case of the apparel like Pankhudi will be a joint effort of the operations and merchandise planning, and collection designers.
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Implementation of IMC:
Phase 1 Description Pre-Opening of Stores Key Role To brand awareness 2 Opening Stores of To Time 2 of Activities y TV Ads y Billboards y Magazines 2 of y Direct Mailers y PR y Events y Radio Ads
create Before months opening
increase Next months opening
brand awareness To create a preference for the brand
3
Post-Opening To phase
create After months
2 of
y Emails y PR y Events y Newspaper Ads
preference/
liking for the opening till brand next months 4 Proliferation phase To create After 3-4 of 8
y Sales Promotions y TV Ads y Direct Marketing y Personal Sales y Word Mouth of
conviction for months the brand To increase opening
purchase and customer base
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Evaluation of IMC Program
The evaluation of the advertising and marketing efforts will take place on an ongoing basis over various levels: The store will receive the month·s media schedules before the first of the month. It is the receptionists / floor coordinators duty to ask have the customers (when they enter) heard about Pankhudi. They have to find out if it was through a referral ,a direct mail piece, or if they had seen an add somewhere. After writing down where the prospect has heard about the Brand store, he or she will be noted down in a setup computer program/software. The same is true for walk-in customers. After the purchase is finished, the floor manager also has to mark the amount paid for the product. This way Pankhudi can take exact control in measuring media effectiveness.
Sources of Data: - Customers surveys in stores and online - Sales Data
Sales Data Analysis: - Merchandize wise (Artwork, Fabric, Size) - Season wise - Month wise - Demographic of the customer wise - Promotional coupons sold
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References:
1. Marketing Management ² Philip Kotler 2. Principles of Advertising and IMC ² Tom Duncan 3. Photos ² Google images
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