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    Dm-Mica Petgrooming Anuj Sarabhai

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    anuj.sarabhai
    The document discusses integrated marketing communication strategies for a pet grooming startup. It covers target audience characteristics, identifying strengths, weaknesses, opportunities and threats to develop a key message and unique selling proposition. It then discusses using Facebook, Instagram and influencer marketing as communication channels. The document also discusses using a unit sales budgeting method and metrics like customer acquisition cost, page views, impressions, click-through rate and cost per click to measure performance.

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    Dm-Mica Petgrooming Anuj Sarabhai

    Uploaded by

    anuj.sarabhai
    24 views11 pages
    The document discusses integrated marketing communication strategies for a pet grooming startup. It covers target audience characteristics, identifying strengths, weaknesses, opportunities and threats to develop a key message and unique selling proposition. It then discusses using Facebook, Instagram and influencer marketing as communication channels. The document also discusses using a unit sales budgeting method and metrics like customer acquisition cost, page views, impressions, click-through rate and cost per click to measure performance.

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    DM-MICA_PETGROOMING_ANUJ_SARABHAI

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    The document discusses integrated marketing communication strategies for a pet grooming startup. It covers target audience characteristics, identifying strengths, weaknesses, opportunities and threats to develop a key message and unique selling proposition. It then discusses using Facebook, Instagram and influencer marketing as communication channels. The document also discusses using a unit sales budgeting method and metrics like customer acquisition cost, page views, impressions, click-through rate and cost per click to measure performance.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    24 views11 pages

    Dm-Mica Petgrooming Anuj Sarabhai

    Uploaded by

    anuj.sarabhai
    The document discusses integrated marketing communication strategies for a pet grooming startup. It covers target audience characteristics, identifying strengths, weaknesses, opportunities and threats to develop a key message and unique selling proposition. It then discusses using Facebook, Instagram and influencer marketing as communication channels. The document also discusses using a unit sales budgeting method and metrics like customer acquisition cost, page views, impressions, click-through rate and cost per click to measure performance.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 11

    INTEGRATED MARKETING

    COMMUNICATION CASE
    STUDY
    NAME: ANUJ SARABHAI
    Target Audience
    Q.1 Write the characterstics of your target audience in terms of geography, demography,
    interests 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 Rationale
    Geography Metro & Tier 1 Cities Pets are now status symbols, people like
    them to be groomed like themselves to
    match their social status and also choose
    breeds accordingly

    Demography Male/Female aged 18-72 years, Middle Animal loving people are from all Age
    and Upper Class, Salaried & Self- groups and do every bit to make them
    Employed, Young families with children, look smart & beautiful which would only
    Empty nesters etc. be possible for Middle & Upper class
    family along with millenials

    Interests Fond of Photography, like to spend alone People with photography as interest tend
    time, sporty and fun loving in nature, love to share images with Pets on social
    to travel and fond of aSocial Media handles and pick up cute little things with
    their pets and make memories
    Message
    Q.2 Use tools for internal analysis (SWOT and USP) to evaluate your brand and identify the
    message for your communication. (Enter your response in the space below, you are free to
    include graphs, matrix etc.)

    Strengths 1. Range of Grooming Services


    2. Affordable yet Qualitative

    Weaknesses 1. Lack of Brand Awareness


    2. Low Margins to fight Established Competition

    Opportunities 1. Franchise Model


    2. Grooming + Creche Services as an extension

    Threats 1. Competition may use Disruptive strategy to


    throw you out of Market
    2. Govt. regulations subject to change with
    respect to Pet products and the Pet Care

    Key Message: All the Care that your PET deserves


    USP: Best in Class Grooming for PETS on a budget
    Channel
    Q.3 List down the channels that you will use and mention the reason for each choice.

    Channel 1: Facebook and Instagram

    Reason – All PET lovers loves to share posts on Social Media handles and that’s where real TG
    lies and straightaway people pick up services on offer, gets engaged

    Channel 2: Influencers & PR Marketing

    Reason – Influencers play a significant role in mind make up of PET owners because people
    want to understand what services are on offer and whether its recommended or not as
    Influencers try it on their own pets. PR would help in connecting through stories, press releases
    and how a new brand is taking PET grooming to next level
    Budgeting
    Q.4 Which method of budgeting will you use? Why?
    (Also mention your reason clearly)

    Choose from the options given below:


    1. Percentage of Sales Method
    2. The Competitive Parity Method
    3. The Market Share Method
    4. The All Available Funds Method
    5. Unit Sales Method

    “The Unit Sales Method”

    Reason:-
    The unit sales method is the most appropriate for budgeting considering it is a start-up as it would
    help limit the losses and have to pay the customer acquisition cost only for the customers who avail
    of the services
    Measurement
    Q.5 Identify at least four measurement metrics that you will calculate from either traffic,
    conversion or revenue metrics.

    CAC - To understand the total cost of acquiring 1 new customer

    Page Views / Website visits / Traffic – To understand how well our SEO, SEM and direct marketing efforts
    are working

    Impressions – To understand if we are targeting the right audience and if they are leading to new
    customer acquisitions

    CTR – To understand if our influencer campaigns are working or not

    CPC –To understand if our SEM and Social Media paid campaigns are giving us the right ROAS.

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