University of Karachi
Department of Commerce
Advertising and Promotion
Steps In Developing Effective
Marketing Communication
Submitted by:
Hina Hanif
Mohammad Hassan Khan
Submitted to:
Haider Iqbal
EXCECUTIVE SUMMARY
The report contains 5 step of developing an effective communication. The step one is consisting
of identification of our target customers their likes dislikes, their category, age range and gender
as well as drawn concentration on many aspects which suit to select best segmentations related to
our product. The second step contains the determination of communication objectives which
contains to inform our target audience and persuade them to buy our “beryl watch”. The step also
determines setting of our budget method to be selected. Step three contains design of message
been delivered to consumers which contains AIDA model and the content of message to be
selected for conveying the message. The report also contains structure of message aided with
step number four that is selection of medium to convey our message, both personal and non-
personal means as well and the role play by them in enhancement of our product promotion as
well as how significant will they proof in our “beryl watch” promotion. The last step will be
collection of feedback.
Contents
Preface.........................................................................................................................................................5
Acknowledgement:......................................................................................................................................6
Step No 1.....................................................................................................................................................7
Identify Target Customer.............................................................................................................................7
Customer Profile:....................................................................................................................................7
Type of Person:....................................................................................................................................7
Age Range:..........................................................................................................................................7
Gender:................................................................................................................................................7
Geographical Location:.......................................................................................................................7
Profession of Potential Customer:.......................................................................................................7
Like / Dislikes:....................................................................................................................................7
Wants of Customer:.............................................................................................................................7
Uniqueness of Our Product:.................................................................................................................8
Common Design Requirements and Things to Be Considered By Customer:.....................................8
Customer Valued By Us:.....................................................................................................................8
How To Aware:...................................................................................................................................8
Previous Customers’ Feedback:...........................................................................................................8
Easy to Purchase:.................................................................................................................................8
Contact Us:..........................................................................................................................................8
Step No 2.....................................................................................................................................................9
Determining the Communication Objectives...............................................................................................9
Determining the communication objectives:...........................................................................................9
Setting promotion budget:.......................................................................................................................9
Step No 3.....................................................................................................................................................9
Designing the Message................................................................................................................................9
Step No 4:..................................................................................................................................................10
Selection of Channel:................................................................................................................................10
Social media (website):.........................................................................................................................10
Magazines & Newspapers:....................................................................................................................11
TVCs:....................................................................................................................................................11
Internet websites (Pop-up Ads):............................................................................................................11
Billboards:.............................................................................................................................................12
E-mails:.................................................................................................................................................12
Facebook:..............................................................................................................................................12
Instagram:..............................................................................................................................................13
Sales promotion:....................................................................................................................................13
Events:...................................................................................................................................................13
Exhibitions:.......................................................................................................................................13
Blog:......................................................................................................................................................13
Content of message:..............................................................................................................................14
Selection of message source:.................................................................................................................14
Structure of message:.............................................................................................................................14
Step No 5:..................................................................................................................................................15
Collection of Feedback:.............................................................................................................................15
Preface
The report is providing information relation to an efficient communication of a message
including all the complexities could face in availing the attention of consumers. If any of steps
been failed or over seen or under seen or been neglected there could be hurdles in availing the
objectives. These steps are to be followed so as to remove any complication. Advertisement
should be effective because it is that independent factor which could completely change the
future and present of any business as we know sales is a dependent factor which is more and
more dependent on how the product is been conveyed to target audience. It is sells that increases
gross profit margin thus ultimately will increase net income. Sales will define our business
structure to be, the more will be sales, more financial leverage would be required to company,
thus results in increasing of ROE and market share price increases and this capital gaining would
grab stakeholders in taking participation in company’s prosperity .The report also draws light on
proper selection of target customers this would help in serving best to customers. As we are here,
selecting the marketing concept means product according to our customers.
Acknowledgement:
Thanks to Almighty ALLAH who made me such an able to gain knowledge and provided
blessings of all resources with monetary and physical terms as well. Thanks to group mates who
supported in making the work efficiently and effectively and completion of project in justified
timings. Thanks to class representatives providing us means of knowledge and served as
medium in completing the report. Thanks to my parents in making me believe to work on this
project. Thanks to Sir Arfeen for been a source of providing knowledge related to finance that
helped too much in evaluating the project specifications in monetary terminologies. Last but not
least thanks to Sir Haider Iqbal, the subject specialist in providing knowledge for completion of
this project.
Step No 1
Identify Target Customer
Customer Profile:
Type of Person:
Business persons, watch lovers, models and professionals, because we are having many
variations in our product for different profiles
Age Range:
A wide and variant age range (16 – 60)
Gender:
Gender is not relevant for the product, as we are having both genders variant.
Geographical Location:
Residents of DHA, Bahria town and in common residential areas but in Karachi
Profession of Potential Customer:
Models, businessmen, professionals, office employees and self-employed
Like / Dislikes:
Must be life-style focused and punctual, as watch is also a gesture of punctuality
Wants of Customer:
Customer wants to get full satisfied after the purchase. He will focus on the good quality of
material used in making watch, material of glass which is mostly sapphire, the movement of the
hands in the watch and the most important is design of watch that makes the watch more unique.
Uniqueness of Our Product:
We are providing wide range and variation for both male and female. Other than this, we are
going to provide watches for athletes, professionals, royals and customization facility to our old
customers. The thing which will attract our customer is that they can get the design, color and
type of watch they want to get.
Common Design Requirements and Things to Be Considered By Customer:
In the era of smart watches, customers are very choosy now. But the common requirements are:
1. Material of watch should be PVD coated and stainless steel.
2. Material of glass should be sapphire which makes it scratch proof.
3. Movement of watch should be QUARTZ movement.
4. Waterproof, this means that the machinery of watch should be water resistant.
5. Durable watch strap.
6. Long lasting finish.
Customer Valued By Us:
Customers are valued by our personalized watch services once they are part of the family of
beryl.
How To Aware:
They will find out about our product through online shopping sites, magazines advertisement and
TVCs.
Previous Customers’ Feedback:
We have not launched our product yet, so we don’t have any previous customers.
Easy to Purchase:
The cost is secondary factor to think, first the quality we are providing and then the customizing
facility on second purchase will definitely attract the customers.
Contact Us:
Visit in outlets, emails, telephone, social platforms, and letters.
Step No 2
Determining the Communication Objectives
Determining the communication objectives:
We are going to inform our customers about different varieties of watches as the product will be
new and is unique in market this will persuade them to buy our product because of its different
and unique features and good quality.
Setting promotion budget:
As our product is not a remind but its new to market and our customers as well ,so we will put
full effort to make our product recognizable to our customers and which requires high
promotions so we will select all fund method. we will let them know the functions and uses of
our product as we are new to market but are quite compatible and thus we will strong our
promotion and then will focus on distribution to very much extend.
After few years of sales, we will analyze it and then on the basis of our previous sales analysis
we will start budgeting on the basis of market response, because our next budgeting should be
made very carefully.
Step No 3
Designing the Message
The story line of the ad is, we will show all the variants of our Beryl Watches to viewers in Ad
which will get their ATTENTION first we will show them design of our watch that would serve
our product as unique and this will be our product’s USP which will grab ATTENTION of our
customers and target audience . The variants will be captured in such environment that the
viewer will get the INTEREST and they will interpretative that in which category he falls. The
viewer will then see how cool the variants are in every different environment and these multi-
variants will awaken the DESIRE of our viewers to purchase or try our product for at-least one
time. Because we will be providing our loyal customers a golden facility of Custom Watches,
this will definitely make them purchase even for one time to take risk. Our whole Ad will be on
melody base in which textual communication will be used and in the end to pronounce our brand
a vocal presentation will be used.
Step No 4:
Selection of Channel:
We will be using Non-Personal Communication as well as Personal Communication for our
Advertisement. The channels used in Non-Personal communication will be:
1. Social Media (websites)
2. Magazines & Newspapers
3. TVCs
4. Internet websites (Pop-up Ads)
5. Billboards
Social media (website):
We will communicate all watches variants on website as well as our values, believes, our
mission, vision and goals on our website so we could generate interest and motivate our
stakeholders as well as customers. And could create loyalty with stake holders as well as our
customers and will also attract new and potential customers by making website and product
images so appealing, more over innovation will be vision of our product as we all know
appliances demands new and trends and trends changes day to day so environment modification
and customer preferences would be our main focus.
Magazines & Newspapers:
For the magazine covers and picture based Ad, there is a chance that we might use a facial
presentation of our brand ambassador.
We would hire some models (male and female) for magazine shoots advertisement as our
product is fashion accessory as well as for classy people so the life style we will show will reflect
a person to be business man or any person who is fashion nova. The theme of magazine model
ambassador would be keys of car in hand and hand with beryl watch. And girl with beryl watch
in hand will moving hairs behind ear shoot with some blush smile looking downside.
Newspaper would be used for small picture of beryl standard and will specify some rational
functionality of product, because newspaper target audience would be educated and thus requires
rational focus and reading qualities so written cognitive message would be effective rather than
pictures and emotions.
TVCs:
We have prepared an AD which is totally on rational theme that AD will serve as commercial
AD for TVCs we have followed AIDA model on making this AD. The AD will be displayed
before and in between the leagues and sports programs specially and will also be displayed
before and between every program but with time interval of at-least half hour not all the time like
if displayed before the program then will display after and before pre-cap of any program but not
in between the program and vice versa.
Internet websites (Pop-up Ads):
Every time either people are interested or not will click on this pop-up. Is it how? If not
interested then to keep concentration on specific website and article a person use to tab close bar
of the ad so the concentration won’t divert any elsewhere. We know that any moving object
grabs attention so if people not close them they would distract with them and if they are
interested they will view it infect not intended to even search that product. So the benefit is ;
when they will come to close bar of ad they will once remember what’s they have closed because
glance is the only thing to grab attention ,once you attract the glance remember you have
attracted the person.
Billboards:
This will be mass media advertisement look if you want to, not if, then could recommend others
if not? No loss. The ambassadors shoot of magazines would be serve as billboards too but with
another shoot because on billboards it seems like ambassador is looking in our eyes and talking
to us so shoot will be same as they are appealing with great smile looking in our eyes.
Meanwhile, in Personal communication the channels will be:
1. E-mails
2. Facebook
3. Instagram
4. Sales promotions
5. Events
6. Exhibitions
7. Blogs
E-mails:
Data of potential customers will be collected will serve them with proper email showing them
rational functionalities and this would be 2 way communication by showing them guarantee
warrantee and durability so this could serve as loyalty in customers and could be able to make
new and potential customers as well, data would be of some business man, officers and educated
as well as sport passionate people.
Facebook:
There would be a page on Facebook named with “beryl watches” and will edit the page with all
contacts people could reach us easily for feedbacks for example in column of about us we will
write all 2 way communication as well as provide link of website ,Instagram ,contact number as
well as our outlets. All these platforms will be serving as integrated if a person reaches on
Facebook he will automatically reach on our website as well as Instagram and whatsapp by just
clicking on the link provided.
Facebook is brilliant platform to get word of mouth analysis. Feedback of customers will be our
first priority to get in touch with them we will show intimacy with customer in terms of respect
of their needs.
Instagram:
Mostly use by literal people, as our product is related to the theme based on functionality this
plat form would provide us increase in our sales as well as re-cognition to customers moreover,
this would also serve as feedback screenshots who are satisfied customers will pull potential
customers by texting them feedback screenshots if they have any doubt related to quality and
delivery , because nowadays people feel hesitation in ordering via online platforms because of
frauds prevailing in market. This platform will also serve in repurchasing of loyal customers and
their data saving.
Sales promotion:
Watch box will be and a pen rolled on and off with beryl label will be free for customers; the
offer would be valid for short time spam.
Events:
Sports events commercials and physical camping on exhibitions would be our target to promote
our product.
Exhibitions:
We would offer and display different variants of our products with proper lightning and as a
proper setup with proper showcasing so the product quality won’t be disturb and more over
people will get attracted with appearance of showcasing and lightning setup
Blog:
There will be blog with 2 way communication and there will be complete functionality and with
its use the written blog as well as pictures would be added in blog. More over comments of
customers and potential customers would be replied in very professional and friendly way.
So the platform will provide information and respond customers for query and feedback as well
as information regarding where they could buy the product from?
Content of message:
The content of message would be purely rational where the whole ad would be based on
functionality, features and quality of a product.
Selection of message source:
We will select both sources “central source of information processing” for our advertisement as
video ad for TVCs for popup, websites where ever in above communication medium video is
needed.
“Peripheral route of information processing” as well as “source of information process” for all
stagnant display like newspapers, magazines, billboards.
Structure of message:
Step 1:
We would reflect our product “beryl watches” unique selling point to our customers that
would grab their attention as shown in picture the unique design and quality of the product
would be our product’s USP which will differ us from other competitors
Step 2:
Will retain interest by showing their interest by saying “made for your wrist” while show the
watch by verbal communication saying “shine to your personality” people will relate to
themselves either will or will not ?
Step 3:
The quality “PVD coated” and “stainless steel” will retain their attention. Everybody would
want if they perform wudu or any act if touches the body of watch it would not be rust.
Step 4:
Available in wide range:
So people could search more and could make decision of buying on searching the varieties
and colors that will satisfy their need.
Step No 5:
Collection of Feedback:
It is very important to review the feedbacks of our customer as well as other than customers; it
will tell us how to improve, what to improve and why to improve. So, to get the feedback and to
get into link with our customer we will be analyzing:
Comments on the social media platforms of our product.
Selling statistics and purchasing ratio of our product on different platforms,
We will also focus on word of mouth because the negative word of mouth will fluctuate
our reputation.
We will also look into social media page insights that how many of the crowd engaged to
our product and how many of them become our customer.
