Case+Study Imc M1+alisha Rallan

INTEGRATED MARKETING
COMMUNICATION CASE
STUDY
NAME: ALISHA RALLAN
Target Audience:
- Pet owners aged 25-45 residing in Mumbai, with disposable income to

spend on pets.
- Busy professionals or those with demanding schedules who find it difficult

to transport their pets.
- Dog and cat owners with a keen interest in their pet's well-being and
appearance.
- Digitally savvy individuals who prefer online convenience.

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 Mumbai, India. Mumbai is chosen as the primary location because the pet grooming salon
is physically based there.
Demography 25-45 years. This demographic segment aligns with individuals who may face
Working professionals with busy challenges in transporting their pets to a salon due to work commitments. It
schedules. also considers those willing to invest in premium pet care services.
Middle to upper-middle class.
Pet enthusiasts are more likely to invest in specialized grooming services,

Interests Pet Enthusiasts, Convenience and convenience seekers are a key segment due to the salon's unique
Seekers selling proposition (USP) of doorstep grooming services.
Family Structure: Pet-owning Families with children may have additional challenges in managing pet
Other families with children grooming
Message
USP: Affordable luxury pet grooming with online

convenience and pet well-being at its core.
Message: "Pamper your pup without the paw-blems! Indulge

your furry friend in luxurious grooming at affordable prices,
all without leaving your busy schedule behind.”
We prioritize your pet's comfort and well-being for a wag-

tastic experience.
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. Convenient location

2. Affordable
Weaknesses 1. Lack of online store for grooming

products.
2. Potential time constraints for customers
Opportunities 1. Growing pet care market

2. Demand for at-home grooming solutions.
Threats 1. Competition from other pet grooming

services
2. Rising costs of supplies and pet care
services.
Channel
Digital Marketing:
- Create a user-friendly website and online store with clear service descriptions, pricing, and booking options.
- Utilize social media platforms like Instagram and Facebook with engaging pet content, special offers, and live
sessions with groomers.
- Leverage targeted online advertising to reach specific demographics and interests.
- Partner with pet influencers or local animal shelters for sponsored content and promotions.
Offline Marketing:
- Distribute flyers and pamphlets in pet-friendly cafes, parks, and veterinary clinics.
- Collaborate with local animal rescue organizations for promotional events and discounts.
- Offer referral programs to existing customers to encourage word-of-mouth marketing.

Q.3 List down the channels that you will use and mention the reason for each choice.
Channel 1: Social Media (Facebook, Instagram)

Reasoning:
Visual Appeal: Facebook and Instagram are visually-oriented platforms, allowing the pet grooming
salon to showcase before-and-after pictures of pets, the grooming process, and happy customers.
Engagement: Social media enables direct interaction with the audience through comments, likes, and
shares, fostering a sense of community and trust.
Targeted Advertising: Both platforms offer targeted advertising options, allowing precise reach to
Mumbai residents interested in pet care.
Channel 2: Local Community Partnerships

Reasoning:
Targeted Reach: Collaborating with local pet stores, vet clinics, and pet-friendly establishments
provides direct access to potential customers who are already interested in pet-related services.
Credibility: Partnerships with established local businesses enhance the salon's credibility and
reputation within the community.
Cross-Promotions: Joint promotions with community partners can attract shared audiences, creating
a mutually beneficial marketing ecosystem.
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
Method of Budgeting: Percentage of Sales Method
Reasoning:
Rationale: The Percentage of Sales Method aligns with the business objective of acquiring 1,000 new customers by the
end of the year and achieving an expected revenue of ₹15-20 lakhs. This method involves allocating a specific
percentage of projected sales revenue to the IMC budget. As the business aims for revenue growth and has a clear
revenue target, using a percentage of sales ensures that the budget is directly tied to the business's financial
performance. This method provides flexibility, scaling the marketing budget in proportion to the expected sales, allowing
the business to maintain a balanced approach to marketing expenses while striving to achieve its revenue goals.
Measurement
Q.5 Identify at least four measurement metrics that you will calculate from either traffic, conversion or
revenue metrics.
Website traffic and online store conversions: Track website visits, online bookings, and product
purchases to measure the effectiveness of digital marketing efforts.
Social media engagement and reach: Monitor likes, shares, comments, and message inquiries to gauge
brand awareness and audience interaction.
Offline campaign response rates: Track flyer/pamphlet inquiries, event attendance, and referral program
usage to evaluate the success of offline marketing strategies.
Customer acquisition and retention: Monitor the number of new customers acquired throughout the year
and their repeat visit frequency to assess overall campaign effectiveness and impact on revenue goals.

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INTEGRATED MARKETING

- Pet owners aged 25-45 residing in Mumbai, with disposable income to

- Busy professionals or those with demanding schedules who find it difficult

- Digitally savvy individuals who prefer online convenience.

Parameter Characteristics Rationale

Pet enthusiasts are more likely to invest in specialized grooming services,

USP: Affordable luxury pet grooming with online

Message: "Pamper your pup without the paw-blems! Indulge

We prioritize your pet's comfort and well-being for a wag-

Strengths 1. Convenient location

Weaknesses 1. Lack of online store for grooming

Opportunities 1. Growing pet care market

Threats 1. Competition from other pet grooming

- Leverage targeted online advertising to reach specific demographics and interests.

- Offer referral programs to existing customers to encourage word-of-mouth marketing.

Channel 1: Social Media (Facebook, Instagram)

Channel 2: Local Community Partnerships

Choose from the options given below:

Method of Budgeting: Percentage of Sales Method

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