INTEGRATED MARKETING

COMMUNICATION CASE
STUDY
NAME: Kriti Gora
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)

Parameters Characteristics

Geography People living in Mumbai

Demographics People in the 25-45 age group, belonging to the middle, upper-
middle or higher class

Interests Pet owners, animal lovers

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.Professional groomers

2.Cost effective
Weaknesses 1. Limited reach
2. Less experience
Opportunities 1. Increasing market size
2. Growing awareness
Threats 1. Growing competition
2. Huge organized market

• The USP of your pet salon is personalised professional grooming services at

affordable prices. It could be changed to something more lucrative if you offer
doorstep salon services to the pet owners. 
Channel
Q.3 List down the channels that you will use and mention the reason for each choice.

Social media channels to be used: Facebook and Instagram because of their popularity,

affordability and reach.
Youtube will not be used as it is an expensive channel (as compared to Facebook) and, therefore,
exceeds the budget. Also, the watch time and impressions on Facebook are more at the same
cost.
Twitter or LinkedIn is not used for communication because it will not allow you to target people
based on their interests.
Apart from social media platforms, Google Ads is another tool that can be used since it lets you
target your audience on diverse parameters.
Celebrating people who have adopted dogs on your blog page or website will increase shares
and peer-to-peer interaction to help your brand grow organically.
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

Reason: The unit sales method is the most appropriate for budgeting considering it is a start-up. It will
help you limit your losses.
This method is ideal, as you have to pay the acquisition cost only for the customers who avail of the
services.
The percentage of sales method is not the ideal choice here because sales may not necessarily happen as
projected, resulting in losses.
The objective and task method is not the ideal choice here because the marketing budget cannot be
decided based on the communication objective. Also, the number of customers is not a great metric for
deciding the marketing budget.
Measurement
Q.5 Identify at least four measurement metrics that you will calculate from either traffic, conversion or
revenue metrics.

They can measure the success of IMC  through the following relevant metrics:
• Click-through rates for all the ads on social media and Google Ads
• Likes/Comments/Shares/impressions for each post/ad contributing to the
engagement
• Traffic generated for the website from each source
• Session duration for various pages of the website
• Conversions/appointments booked through the website
• Marketing ROI 
• Social Media reach etc.