A Report

on
Advertising and Promotion
Management
 Topic:
MEDIA PLANNING
Company profile:
Aroma furniture is one of the most well known furniture in
our country. It was established in 2000 with a view to
providing good and stylish furniture to the customer with
affordable price. From its birth the company has tried its
best to keep its promise to maintain the best quality. So
within this very short time it has won the recognition as a
good company. Now the company has 3000 employees
a net asset of worth 5 core. Last year the company
managed to make profit of 55 lakhs taka. The company
is going to start its foreign export activities this year
along its local business operation.
Product Description:
At present the company is marketing bed room
furniture, kitchen furniture, drawing room
furniture, office furniture etc. In coming future the
company is going to market hospital/clinical
furniture.
Promotion
The company is using I.M.C method which includes
broadcast media, print media, sales promotion, publicity,
and billboard and internet communication. For promoting
its product and its brand. Since from the early stage of
the company’s birth it has been given massive
advertising to establish its brand. The company has
established 55 showrooms to display and sell its product.
However the company is trying to build and maintain a
strong customer relationship with a view to reach to its
potential customer.
Segmentation
The company’s R&D and marketing department have
conducted couple of marketing research (survey) before
determining the target customer. The survey consists of
couple of important issues. It has made its customer
segmentation on the basis of some important factors
which includes social class, income group and
geographical location. The company has focused on that
part of the market where the customer belongs to high
social class, having handsome income (30000-70000 or
above) and staying at towns and cities.
Product’s price
The price of the company’s existing products is
as follows:
Bed room furniture set:
30000-75000tk.
Office furniture set:
70000-500000tk.
Kitchen furniture set:
25000-60000tk
Drawing room furniture set:
60000-105000tk
Place
To avail the product the company has
established 55 showrooms all over the
country. Moreover the company has
decided to recruit agents to represent the
company’s products.
 Mission
The company’s mission at this time is to
enhance the sales as well as to get a
competitive advantage from the existing market.
Now the company’s current market share is 45%
.The Company’s target is to occupy 60% market
share to become the market leader. The
advertising objective of the company is to make
a position in the customer’s mind.
Money
The company is existing at the growth stage. Its
current market share is 45%. The Company is
facing as there are more 5 companies are
playing in the market. So to keep pace and to
sustain in the in the market it has allotted an
advertising fund of 50, 00,000 tk. This fund is
allotted by using the method fixed percentage of
sales.
Media
It has been disclosed earlier that the company is using
IMC( INTRIGATED MARKETING COMMUNICATION)
SYSTEM for promoting its product which includes
telecast and broad cast media(Ntv, Rtv, Btv, Etv and
Radio today),print media (Prothom-alo, Jugantor, Amar
desh),internet communication, bill board. By using these
IMC tools the company has able to reach 45% of its
targeted customer. The graphical Scenario of its reach is
given bellow.
 Media Planning
The media plan is the guide for media selection.
The media plan determines the best way to get
the adviser’s message to the market. The goal of
media plan is to find a combination of media that
enables marketer to communicate the message
in the most effective manner to the largest
number of potential customers at the lowest
cost. The media planning is a sequential
process.
The process includes the following steps:
Situation analysis Marketing strategy Creative strategy
plan plan

Setting media
objectives

Determining media
strategy

Selecting broad
media classes

Selecting media
within class

Media use decision Media use Media use decision

-broadcast -print -other media
 Message
The message of the company that the
company shows is “CREATION NEVER
DIES”. Aroma furniture is using this slogan
in all of its promotional activities including
advertisement, business campaign etc.