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LEARNING GROUP 2 :
NAME
ENROLMENT NUMBER
PRADIPTA MAITI
010113018
ROHAN MUKHERJEE
010113037
SOURAV ROY
010113082
TAUSIF NEZAM
010113060
IPSITA CHAUDHURY
010113052
PIPLI GANGULY
SK MANIFAR RAHMAN
RAHUL RANA
(no contribution)
(no contribution)
(no contribution)
010113063
010113050
010113045
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CONTENTS
TOPICS
PAGE
INTRODUCTION3
SCENARIO..4
BRANDING.5
SWOT ANALYSIS.7
SEGMENTATION.. 8
IMC STRATEGY 9
MEASUREMENT AND EVALUATION .12
CONCLUSION 14
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INTRODUCTION
This article contains an Integrated Marketing Communication Mix for
DealKar. A great deal of research has been accomplished to identify the
strength, weakness, opportunities and threats for the organization and the
plan has been developed accordingly. Objectives and strategies have
been designed to be in line with DealKars mission and values. This
plan includes the promotional strategies in digital, print, television and
Out-of-home (OOH) media and also sales promotion and direct
marketing. A proposed evaluation and measurement plan will assess the
campaign upon completion.
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SCENARIO
DealKar, founded in the year 2014, is set up in the booming e-tailing
scenario of the country by young group of budding entrepreneurs having
prior experience. This is a startup business dealing in online retailing
having access to Pan-India level.
DealKar identifies its competitors as Flipkart, OLX, Quickr and
Amazon.
DealKar is committed to improving the lives of the customers by
providing quality services and products that build long term
relationships and earn their trust.
It is the first of a kind to introduce the concept of both New product
market and Used market under a single platform.
Underneath is Product Portfolio of DealKar:
Apparels
Home and Kitchen
FMCD Products
Books and Media
Sports and Fitness
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BRANDING
A. BRAND ELEMENT:
LOGO:
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B. BAV MODEL
Since our brand is New in the market, out standings in all the
parameters of the BAV Model is as follows:
Slightly higher on differentiation.
Low on Relevance.
Low in Esteem.
Low in Knowledge.
C.POINT OF PARITY
Online platform
Availability of FMCD, Sports & Equipment, Apparels,
Books & Media, Home and Kitchen.
Variety of payment options, making it convenient for
customers to shop.
Replacement Guarantee.
Free app downloadable from the internet
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D. POINT OF DIFFERENCE
Catering to both primary and secondary markets, which
caters to resale of used products.
Free gift wrapping facility.
SWOT ANALYSIS
Strength:
Good delivery system
Own courier system
Varieties of payment options
Tie-ups with banks
Offering credit points
Weakness:
Still not operationally profitable
COD option is not as successful as anticipated
Lack of confidence among customers as company is new.
Opportunity:
Mobile internet is gaining widespread importance
Spending behavior of the new generation is favorable
Targeting young customers through social media
Favorable regulations by the Government
No FDI for B2C internet market to shelter from foreign
competition
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Threats:
Presence of too many competitors
No penetration in rural market
SEGMENTATION
Target Group:
Age group preferably 25-35 years having high disposable income
IMC STRATEGY
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B. Digital Media :
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o
o
o
o
o
Facebook
Twitter
YouTube
LinkedIn
Applications : Cricbuzz, Paytm
C.Television advertisement :
National Channels:
Star Plus, Zee TV, Sony Entertainment, Life OK, Colors, MTV,
Set Max, Zoom, UTV Bindass, UTV Action, UTV Movies, Star
Gold
Local Channels:
Star, ETV, Sun TV, Zee.
TVC : 1 (13-15sec video to lower the advertisement cost)
Friend 1: Yaar. I need to buy a good phone..
Friend 2: So go to flopkart.com
Friend 1: But those are really costly..Cant afford!!
Friend 2: Then buy an old one from clx.com
Friend 1(skeptically): But yaar.. they are old products..What if I
get cheated ???????
Friend 2 : Ooo so u want quality as well as price???Simple!!!
Go to Dealkart.com and do deals as per your wish!!
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Girl (angrily) : Prom night a gaya.. Mere paas koi kapraa nahi
hai.. accessories nahi hai! Dil kar rahaa hai ki mar jau..!
Boy : Dil to mujhe bhi kar raha hai ki ek IPhone kharidke ladki
patau!
A boy passing by: Are dil kar raha hai ..to DealKar na!!!
D.Radio:
-Red F.M., Radio Mirchi, Fever F.M.
The TVC will be broadcasted as audio. After some time, for
different locations, the ads will be broadcasted in the local
language, so as to enhance the reach to the customers.
2. SALES PROMOTION:
Free coupons
Reward for selling 10 consecutive products at greater than
equal to 90% of the disclosed price of the product(for resale
of old products)
3.DIRECT MARKETING:
Reaching out to customers through:
Mails
Cell phone text messages
Direct mailer responses
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CONCLUSION
A true integrated marketing communications plan is the
development of marketing strategies and creative campaigns that
weave together multiple marketing disciplines such as paid
advertising, public relations, promotion, and social media that are
selected and then executed to suit the particular goals of the brand.
The objectives included in this plan can be efficiently measured
and the tactics are well researched, thought out methods to
improve the branding and positioning of the company. Objectives
and tactics have been designed to fall in line with DealKars
mission and values.
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