Integrated Marketing Communications Plan . Kudaya

8/3/2019 Integrated Marketing Communications Plan . Kudaya

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Table of Contents

1 Executive Summery ........................................................................................................... 2

1.1 Scope of this Integrated Marketing Communications Plan................................................................................ 2

1.1.1 Marketing Objectives................................................................................................. 2

1.2 Communications Goals .......................................................................................................................................... 2

1.3 Communications Strategies ................................................................................................................................... 3

1.4 Communications Objectives (SMART) ................................................................................................................ 3

2 Situational Analysis .......................................................................................................... 3

2.1 SWOT Analysis ...................................................................................................................................................... 4

2.1.1 Strengths .................................................................................................................... 4

2.1.2 Weaknesses................................................................................................................ 4

2.1.3 Opportunities ............................................................................................................. 4

2.1.4 Threates...................................................................................................................... 4

2.2 Current Marketing Situation ................................................................................................................................ 5

3 Target Audiences ............................................................................................................... 5

3.1 Target Audience ..................................................................................................................................................... 5

3.2 Key Evaluation Criteria......................................................................................................................................... 5

4 Branding and Messaging................................................................................................... 6

4.1 Branding Architecture ........................................................................................................................................... 6

4.2 Value Propositions.................................................................................................................................................. 7

4.3 Major Messages ...................................................................................................................................................... 7

4.3.1 Major Messages for Customers ................................................................................. 7

5 Communications Vehicles ................................................................................................. 8

5.1 Communications Process and Vehicles for Customers ....................................................................................... 8

6 Tactical Calendar............................................................................................................... 9

7 Budget ................................................................................................................................ 9

8 Evaluation Measures ....................................................................................................... 10



www.kudaya.com| Integrated Marketing Communications Plan 3/7/2011

1 Executive Summery

Kudaya.com is the newly launched e-commerce site which provides the fundamentals for productlaunch and communication related activities this concept is been brought forward alone with the

marketing objectives which includes situation analysis SWOT implies on kudaya.com describing

parameters to analysis the internet and external situation

Kudaya.com intends to be one of the leading e-commerce web site which provides the services of e-commerce in a time period of 3 years. The current marketing situation of kudaya.com includes a vast

amount of probabilities achieving their goals as there are limited amount of e-commerce based web

sites in Sri Lanka.

The targeted views of the site are analyses to be from the ages from 18 to 50. The goals and evaluationcriteria from the above fact is been mentioned in the Marketing communication plan. The brands which

are collaborating with this site is described by using branding architecture and value proposition. the

precede of capturing the e-market in Sri Lanka is describe along with the unique messages which will

be for each segment of customers.

To measure the performance will be using the key performance indicates as web traffic criteria’s

1.1 Scope of this Integrated Marketing Communications Plan

This plan outlines the communications objectives, strategies, and tactics required for a successful execution

of integrated marketing. Additionally, this plan provides the framework for product launch communicationsactivities.

1.1.1 Marketing Objectives

Promote the Kudaya.com to be the finest and the best e-commerce site in Sri Lanka

To create the icon brand as kudaya.com

1.2 Communications Goals

This is where the ‘word of web’ going to happen

To Mind map the kudaya.com on all online customers perception

The objectives of this plan include:

To identify the potential target audience To get the maximum traffic to the site




1.3 Communications Strategies

Word of Web : also known as word of mouth, to spread about the kudaya.com among the targeted

audience

Launch the product at ‘INFORTEL’ exhibition on 15-July 2011 E-mail campaigning

SMS campaigning

Billboard and Vehicle branding Benefits advertising with Sampath bank

Google adds

1.4 Communications Objectives (SMART)

1. Profitability Objectives

To achieve a 20% return on capital employed by August 2013.

2. Market Share Objectives

To gain 25% of the market in Sri Lankan web base transaction by September 2012

3. Promotional Objectives

To increase awareness of the Coupon and group discount among the target audience

To increase trail of Benefit exchange transactions in Sri Lanka

4. Objectives for Survival

To survive the current completion environment

5. Objectives for Growth

To increase the size of our customer base operation from 20% to 40% by end of 2011

6. Objectives for Branding

To make kudaya.com brand to house hold name to the all e-commerce customers by August 2012

2 Situational Analysis

Kudaya.com is beginning its first months of operation. Kudaya.com recognizes that marketing activities arecritical to the success and profitability of the business

Kuday.com offers a wide selection of goods and services for online shopping experience. The basic marketneed is for a wide selection of reasonable priced, consistent quality and on time delivery




2.1 SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the company anddescribes the opportunities and threats facing Kudaya.com

2.1.1 Strengths

Parent company ‘Nidahas pvt’ engaged in import and distribution for past 12 years in the

country.

The ability to scale rapidly as sales increase.

Having a strong distribution channels.

2.1.2 Weaknesses

The lack of brand awareness due to the fact that kudaya.com is a start- up company with only

an internet presence The proven strategies for developing online visibility are still being tested; it is currently trial

and error.

From the start only small area to be covered (only western province).

2.1.3 Opportunities

Very little competitors.

Very potential vast market.

An efficient business model within a growing industry. Provide differentiation through enhanced convenience and service attributes.

2.1.4 Threates

General trepidation of internet based business

Increased government regulations (2006 information and privacy act)

Consumer protection act

Taxations

Lack of knowledge about computer literacy




2.2 Current Marketing Situation

Only few companies are operating in Sri Lanka even we do have the vast potential to capture the risingonline market in Sri Lanka

3 Target Audiences

People who are in the age between 18 to 50 years old

People who are having secondary or above education level

People who have faith on online transactions

And the knowledge and accessibility to internet

3.1 Target Audience

For communications purposes there are 3 key audiences that we must understand and pursue. Our goal in

pursuit varies by audience.

AUDIENCE GOAL

Age 18 to 50 years old Who surf the internet for different purposes

Faith on online

transactions

The usage of credit cards and debits cards and the knowledge about paypal and

banking transactions

Education level To access the online information and online purchasing knowledge, confident

3.2 Key Evaluation Criteria

Each audience evaluates a set of criteria before determining whether or not to participate with us. These

criteria are critically important to keep in mind as we craft messages and develop communications vehiclesfor particular audiences. We present the evaluation criteria as questions in the table below.

Mainly focus on the web traffic methods to analysis the consumer behavior




AUDIENCE EVALUATION CRITERIA

Web visits Search engine optimization

Transaction timing bandwidth allocations

Delivery satisfaction From the customers feedback notes

4 Branding and Messaging

Login to Surf your life – is will be the theme of the kudaya.com

4.1 Branding Architecture

Structure of brands within an organizational entity. It is the way in which the brands within a company’s

portfolio are related to, and differentiated from, one another. The architecture should define the differentleagues of branding within the organization; how the corporate brand and sub-brands relate to and support

each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which

they belong E- Commerce

E-Marketing Campaigning

Benefits transaction

Positioning Statement

“ Nothing is more important to us than treating our customers well.”

This is where kudaya.com differently and better and more efficiently than our competitors. This is how we

going to do that with Kudaya.com.

Give the best Deal and options to the customers

More flexible payment options

Minimal time scale for the delivery

Secure and package

Very personalize services 24 hours call center

SMS confirmation and deliver note Complaint management

Adhere new information and product development

http://en.wikipedia.org/wiki/Search_engine_optimization

http://en.wikipedia.org/wiki/Bandwidth_(computing)

http://en.wikipedia.org/wiki/Brand

http://en.wikipedia.org/wiki/Brand

http://en.wikipedia.org/wiki/Bandwidth_(computing)

http://en.wikipedia.org/wiki/Search_engine_optimization




4.2 Value Propositions

Value = Benefits - Cost

To create the icon brand amount the online consumers in Sri Lanka.

4.3 Major Messages

The Key massage to the audience is ‘Login To Your Life’

This is where the kudaya.com is give the total satisfaction to their customers and meet the consumers all

need and wants in very affordable manner

4.3.1 Major Messages for Customers

This is how we going to capture the online business market in Sri Lanka

MAJOR MESSAGES FOR CUSTOMER SEGMENT #1

MESSAGE NAME and Core Message Message Substantiation

Login to surf your life Customer satisfaction

Customer relationships

Consumer retaining

E – marketing To promote the Brand

To promote the dealers

To promote the coupon services

Coupon methods Give the best benefits to the customer

Get the best deals from the dealer

Promote the local vendersSri Lankan business models promotion This is a truly Sri Lankan company

Develop the Sri Lankan name abroad

Get international Market

http://en.wikipedia.org/wiki/Value_(marketing)

http://en.wikipedia.org/wiki/Cost-benefit_analysis

http://en.wikipedia.org/wiki/Cost

http://en.wikipedia.org/wiki/Cost

http://en.wikipedia.org/wiki/Cost-benefit_analysis

http://en.wikipedia.org/wiki/Value_(marketing)




5 Communications Vehicles

Online mail complaining

Google adds

Social net working advertising ( Facebook and tweeter ) Billboards and vehicle branding

SMS promotions

Word of web

5.1 Communications Process and Vehicles for Customers

COMMUNICATIONS VEHICLES FOR CUSTOMERS

Awareness Credibility Interest Preference Selection Loyalty

Press tour Press mentions White paper Data sheets Proposal Real time data

tracking reports

Press releases andassociated materials

Analyst quotes,references and

mentions

Interim proposal tocreate statement of

work

Feature andfunctionality

presentation

Customer references Monthly or quarterlyreport summaries

Analyst tour Customer segment#1 quotes and

references

Primer Statement of work for due diligence

Renewal kit: renewalproposal, 12-month

summary report, etc.

Analyst materials Other customersegments quotes,references andmentions

Press articles Printed customersuccess stories

www.kudaya.com Folder Analyst papers andpresentations

Capabilities brochure

Conference trade

floor participation

Overview brochure Conference speaker

presentations

ROI tool

Executive

biographies

Overview

presentation

Web-based demo

Introduction email

Press and analystreprints

Key: gray = Launch activitiesWhite = Post-launch activities

http://www.kudaya.com/






6 Tactical Calendar

This will show the advertising and promotion activities trough out the year

COMMUNICATIONS VEHICLES TACTICAL CALENDAR

Vehicle Owner [Month 1] [Month 2] [Month 3] [Month 4]

E – mail

campaign

Section A Corporate

clients

Mass Market Corporate and

mass

Selected Group

Google Adds Section A -B Trough the

month

Trough the

month

Trough the

month

Trough the

month

SocialNetworking

Section A Trough themonth

Trough themonth

Trough themonth

Trough themonth

InfortelExhibition

All Sections Only the Julymonth

Vehicle

branding

Section C Annual

SMS

Promotion

Section A Annual

Billboards Section A Annual

7 Budget

Kudya.com budget plan will be based on the Objective and task base and Percentage methods

This will to achieve the 3 years time.




COMMUNICATIONS VEHICLES BUDGET FOR

Vehicle [Month 1] [Month 2] [Month 3] [Month 4] [Month 5]

Google adds 50,000 50,000 50,000 50,000 50,000

E-mail 15,000 15,000 15,000 15,000 15,000

INFORTEL 1,000,000

Vehicle branding 500,000

SMS 15,000 15,000 15,000 15,000 15,000

Billboards 70,000

Total 1,650,000 80,000 80,000 80,000 80,000

8 Evaluation Measures

Use the Web base web traffic method




From the web transaction Level




Aligning Social Marketing Objectives with Corresponding Metrics




9.0 Conclusions and Recommendation

We recommend the above marketing communication plan to execute within this month (July) To get theattention from the public and other activities and use some strong KIP to measure the outcome.




Appendixes:

Integrated Marketing Communications Plan . Kudaya

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