Value Communication - Final
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Transcript of Value Communication - Final
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Muhammad Amir Mushtaq
EX-M.B.A. Fall-12-058
VALUE COMMUNICATION
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GUL AHMED
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GUL AHMED
Leader in textile mills
Quality products
Oldest brand
Diversification
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Vision Statement
Customer is the mirror of your market ing
efforts.
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Mission Statement
This is based on the target audience, marketing
positioning and the marketing mix. The company can
choose from the following
Informative: Aim is to create awareness and knowledge
of new products
Persuasive: Aims to create liking , preference,
conviction and purchase
Reminder: To stimulate repeat purchase
Reinforcement: To convince current purchasers they
have made the right choice
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MARKETING COMMUNICATIONS
Advertising is a paid form of non personal presentation
and promotion of ideas, goods, and services by an
identified sponsor
The advertising program involves making five major
decisions known as the five Ms
Mission: What are the advertising objectives
Money: How much can be spent? Message: What message should be sent?
Media: What media should be used?
Measurement: How should the results be evaluated.
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Slogan
IDEAS THAT MAKE A HOME This emotional communication strategy is
further elaborated by assuring the customersof classy, exclusive and special designs made
by Gul Ahmed.
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Social Responsibility Review
The company must
make sure it does not
violate any social and
legal norms. Some
companies build ad
campaigns on a
platform ofresponsibility.
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Deciding on Media and Measuring Effectiveness
This involves finding the most cost effective
media to deliver the desired message to the
target audience. The steps include;
1. Choosing the media based on desired reach,
frequency and impact.
2. Choosing among major types.
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Gul Ahmeds Marketing Segmentation
It is segmentation on the basis of :
GenderMale & Female
IncomeUpper and Middle Class
LocationOnly developed cities of Pakistan
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Marketing Mix
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Gul Ahmeds Market Positioning
Gul Ahmed is a brand leader itself and is in a
good position than its competitors. Gul
Ahmeds products are according to customers
needs. Customers feel satisfied and contended
because of the quality and comfort.
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Product line of Gul Ahmed
Fabric
Bed-linen
Curtains
Yarn
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Product line of Gul Ahmed
Fabric
Bed-linen
Curtains
Yarn
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Product line of Gul Ahmed
Fabric
Bed-linen
Curtains
Yarn
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Product line of Gul Ahmed
Male
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Product line of Gul Ahmed
Male
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Product line of Gul Ahmed
Male
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Product line of Gul Ahmed
Bed-Linen
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Product line of Gul Ahmed
Bed-Linen
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Product line of Gul Ahmed
Curtains
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Product line of Gul Ahmed
Curtains
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Product Attributes
Quality
Unlimited range of
designs
Wide range of colours
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Branding
With the passage of years Gul Ahmed has
made its very good reputation in the market.
Gul Ahmed, as a brand, is a symbol ofQuality, Style, Comfort and Satisfaction and
this is all seen in its products.
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Product Support Service
Gul Ahmed manufactures and sells cloth so
it does not provide product support services
to its customers because they are notrequired. Else Gul Ahmed welcomes any
complaints and suggestions to improve its
products.
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Promotion Tools
The vital promotion tools used by Gul Ahmed
are:
Advertising
Sales promotion
Public relations
Personal selling
Direct marketing
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Advertising Tools:
Banners / Posters
TV Commercials
Magazines
Customer database
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Banner / Poster
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Commercials
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Sales Promotion
Devices used in sales promotion include:
Coupons
Samples
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Events
News conferences
Seminars
Outings
Trade shows
Exhibits
Contents
Competitions Anniversaries
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THANK YOU