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INTEGRATED MARKETING COMMUNICATION

BUILDING AN IMC CAMPAIGN

SUBMITTED TO Sir .Hassan Javaid

SUBMITTED BY Lovina Khan(09-2616) Mohammad.Ali Panjwani(09-2644) Bilal Abdul Rehman(09-2665) Abdul Qayoom(09-2647)

SUBMITTED ON 03RD DEC, 2012

MEMO OF TRANSMITTAL

To: Mr.Hassan Javaid From: Lovina khan, M.Ali Panjwani, Bilal Abdul Rehman,Abdul Qayyum Subject: Building an IMC campaign Date: 03RD December, 2012. We are pleased to present you with our report on building an IMC campaign, for our course, integrated marketing communications. The task given to us was too exigent and challenging, yet it increased our knowledge to a great extent. Through our report work we now know what exactly IMC is. Therefore writing this report was a great experience. In this report we have use different IMC media tools which help us to reach our potential customers and have learned to build the corporate image of our brand which is named as BATH n MORE. Before we finish we would like to thank you Sir for providing us the opportunity to analyze the important IMC program. This gives us deep insight of practical knowledge of the course. I would also appreciate you for thoroughly guiding and encouraging us for the accomplishment of this report. We have tried our level to write our report according to the requirements asked. If any further explanation is required, we would be happy to oblige. Please accept our effort of bringing our research on the subject matter.

Contents
EXECUTIVE SUMMARY .................................................................................................................................. 6 INTRODUCTION ............................................................................................................................................. 7 2.0 CORPORATE AND BRAND STRATEGIES ................................................................................................... 7 2.1 CORPORATE IMAGE STRATEGY ............................................................................................................... 8 2.2 BRAND DEVELOPMENT STRATEGY.......................................................................................................... 8 Branding strategies ....................................................................................................................................... 9 2.3 BRAND POSITIONING STRATEGY........................................................................................................... 10 2.4 PUBLIC RELATIONS ................................................................................................................................ 11 2.5 E-ACTIVE MARKETING ........................................................................................................................... 12 3.0 PROMOTION OPPORTUNITY ANALYSIS................................................................................................. 14 3.1 COMMUNICATIONS MARKET ANALYSIS ............................................................................................... 15 3.1.1 COMPETITORS ................................................................................................................................ 15 3.1.2 OPPORTUNITIES ............................................................................................................................. 15 3.1.3 TARGET MARKETS .......................................................................................................................... 16 3.1.4 CUSTOMERS ................................................................................................................................... 16 3.2 DISTRIBUTION STRATEGY ...................................................................................................................... 16 4.0 4.0 INTEGRATED MARKETING COMMUNICATIONS MANAGEMENT .................................................... 17 4.1 COMMUNICATION OBJECTIVES ........................................................................................................ 18 4.2COMMUNICATION BUDGET............................................................................................................... 19 4.3 Agency Selection ............................................................................................................................... 20 4.4 IMC Evaluation ................................................................................................................................. 22 5.0INTEGRATED MARKETING COMMUNICATION OBJECTIVE ONE (CONSUMER) ...................................... 24 5.1 OBJECTIVE ONE BUDGET (YOU MAY ALLOCATE EUR 3 MILLION) ..................................................... 24 5.2 ADVERTISING .................................................................................................................................... 25 CREATIVE BRIEF FOR BATH N MORE ................................................................................................... 26 MEANS END CHAIN ............................................................................................................................. 27 TVC ADS....................................................................................................................................................... 28 PRINT ADS ................................................................................................................................................... 29 5.3 MEDIA PLAN (MONEY SPENDING,) ................................................................................................... 33 5.4 CONSUMER PROMOTIONS ............................................................................................................... 34 5.5 DATA BASE MANAGEMENT .............................................................................................................. 35 4

5.6 SPONSORSHIP, CAUSE-RELATED, AND GREEN MARKETING PROGRAMS ......................................... 36 6.0 INTEGRATED MARKETING COMMUNICATION OBJECTIVE TWO (DISTRIBUTION CHANNEL) ............... 38 6.1 OBJECTIVE TWO BUDGET (EUR 5 MILLION) ...................................................................................... 39 6.2 ADVERTISING .................................................................................................................................... 39 Creative brief for bath n more ............................................................................................................ 39 MEANS END CHAIN ............................................................................................................................. 40 6.3 MEDIA PLAN ...................................................................................................................................... 40 6.4 TRADE PROMOTIONS ........................................................................................................................ 41 6.5 DATABASE MANAGEMENT ............................................................................................................... 41 7.0 INTEGRATED MARKETING COMMUNICATION OBJECTIVE THREE (BUSINESS-TO-BUSINESS) .............. 42 7.1 OBJECTIVE THREE BUDGET (EUR 4 MILLION).................................................................................... 42 7.2 ADVERTISING .................................................................................................................................... 43 CREATIVE BRIEF FOR BATH N MORE ................................................................................................... 44 MEANS END CHAIN ............................................................................................................................. 44 7.4 BUSINESS PROMOTIONS ................................................................................................................... 45 7.5 DATABASE MANAGEMENT ............................................................................................................... 46 7.6 SPONSORSHIP, CAUSE-RELATED, AND GREEN MARKETING PROGRAMS ......................................... 47 BIBLIOGRAPHY ............................................................................................................................................ 49

EXECUTIVE SUMMARY
The goal of selecting the elements of proposed integrated marketing communications is to create a campaign that is effective and consistent across media platforms. Although integrated marketing communications is more than just an advertising campaign, the bulk of marketing dollars is spent on the creation and distribution of advertisements. Hence, the bulk of the research budget is also spent on these elements of the campaign. Once the key marketing pieces have been tested, the researched elements can then be applied to other contact points: letterhead, packaging, logistics, customer service training, and more, to complete the IMC cycle. We offer our customers an exquisite collection of bath towels as our brand name suggests bath n more. Our range is produced using quality cotton and is offered in different sizes, designs, patterns, and colors. These towels do not shrink even after regular use and are light in weight. This range is also acclaimed by customers for its water absorbing attributes and being skin friendly. We will use different communications tools which includes all modes of advertising, direct marketing and online communications including social media. A major task that guides the way in creating an effective Integrated Marketing Communications plan is the promotions opportunity analysis. It is the process which we use to identify target audiences for a companys goods and services and the communication strategies needed to reach these audiences. A message sent by a marketer has a greater likelihood of achieving the intended results if the marketer has performed a good analysis and possesses accurate information pertaining to the target audience. Integrated marketing communications plans are vital to achieving success. In our advertising campaign we will use different appeals like sexual emotional and slice of life in our print as well as TVs ads .If sex appeal is used for advertising a product, the effect of sex appeal on a consumer who is highly involved with this product may not be as great as the effect of that on a consumer who is not highly involved. Emotional appeal is designed to stimulate one's emotions, rather than one's sense of the practical or impractical In general, the function of marketing is to either increase the number of customers or increase the rate of use among current customers. The number of customers can be increased by: converting customers from competing brands, developing loyalty to the brand among current customers, or expanding the total market for the product class. Through database management system our employees and users create and access data in a database. The DBMS manages user requests (and requests from other programs) so that users and other programs are free from having to understand where the data is physically located on storage media and, in a multi-user system, which else may also be accessing the data.
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INTRODUCTION
The bath n more so soft-so gentle are towels that are soft, skin friendly and comfortable to use. Our soft and natural towels are made using premium quality 100% cotton to ensure their durability, colorfastness and comfort. Available in smooth textures, these soft and natural towels give the end users a wonderful and invigorating bathing experience. The prime function of the towel is to take moisture away from the body. While performing this task it should remain absorbent for the duration of the drying process and should not become too damp or too wet. Our gorgeous collection of baby hooded towels is available in attractive colors and unique design. Made from luxurious cotton, these towels provide warmth and caressing touch to the baby after the bath. Our clients can avail from us a quality-proven range of Towels, which can be availed at affordable prices. We offer these towels in different and attractive combinations of colors. These towels are made using high quality fabric ensuring high quality, durability and colorfastness. Further, we ensure that these are in compliance with the international quality standards.

2.0 CORPORATE AND BRAND STRATEGIES

Our product towel has many different attributes which has a competitive advantage over the competitors .The prime function of the towel is to take moisture away from the body. While performing this task it should remain absorbent. The quality of our product is high so that our customers have a positive image of our brand in their mind. The cotton is combed with fine brushes to remove any remaining impurities, along with short cotton fibers resulting in longer, straighter and more lustrous cotton which makes it perfect for weaving during manufacture. We have a wide variety of towels targeting from adults to Youngers and babies. Our customers would have an option of customization. We want to make emotional attachment with our customers so we would better know their wants and need. Our logo conveys the image of our product line it shows that we give the solution related to your bath. Aesthetic and fashion qualities can be measured against the corporate image being sought while good quality workmanship such as reinforced stitching, folded hems, softness, vibrancy in color, precision of shape, and definition of design features can be checked visually and by handling.

2.1 CORPORATE IMAGE STRATEGY

Corporate image is very important for the company because it is the Consumers perception of the corporate entity behind a brand, corporate image is one that what consumers thinks about the company because it is most important that what consumers believe about a firm rather than how company officials view the brand. The corporate entity and the image has a positive influence on brand sales A positive corporate image can greatly increase the speed of new product adoption because of the credibility of the manufacturer's claims If a corporate has corporate identity, it is believed to be more Powerful and more organized. Corporate image reaches functions as follows. It guides and strengthens the company to achieve wider and much known targets. It provides to balance the needs between the company and the target audience which Sometimes conflict. It evaluates the difference of the employees and a qualified team work. It increases the value of the brand, products and the service of the Company. It creates an environment in which it is not afraid of the change.

Our corporate image would be the towels with high absorbency, printed embroidery, customers views about our companys advertisement and quality of our product.

2.2 BRAND DEVELOPMENT STRATEGY

Corporate Name

Corporate name is the name of the company through which people identify them, corporate name is very important it creates the value for the brands. Corporate name should be easier and it should define your business. Our corporate name is Home Textile which offers great range and variety of towels. Our Brand name is BATH n more, the reason for choosing this name is that it clearly defines our business and this is an overt name, a good brand name is very important for company and for users also because if the brand name is easy everyone can recall easily and can evoke positive feelings.

Corporate Logo

Corporate logo conveys the corporate image which shows the brand commitment it should be compatible with the corporate name. We use our brand name in our logo in order to make our customers familiar with our products.

BRANDING STRATEGIES
Branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. The objectives that a good brand will achieve include: Delivers the message clearly Confirms credibility Connects our target prospects emotionally Motivates the buyer Concretes User Loyalty Create brand awareness

To succeed in branding we must understand the needs and wants of our customers and prospects. We can do this by integrating our brand strategies through company at every point of public contact. The brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which we can influence, and some that we cannot.
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A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building brand. After your entire brand is the source of a promise to your consumer. It's a foundational piece in the marketing communication. Our branding strategies would be illustrated in the following figure.

2.3 BRAND POSITIONING STRATEGY

Positioning is the process of creating a perception in the consumers mind regarding the nature of a company and its products relative to competitors. Position is important because company needs to create an image in customers mind in order to make it different from others. Our brand positioning strategy would be attribute base, our product will be different from others in a way that we will provide them what they deserve, customization will be done to satisfy our customer, by doing so our customer will have a clear picture of our product which will help us to continue innovate our product, another thing is that they will have an emotional attachment with our product because our high Tech team use the product before we sell it to the customers, we care for their skin.

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The variety of materials used to make a towel is very wide however cotton being a natural, ultra absorbent fiber makes our towel perfect. The characteristics of our towel are it is very soft in touch absorbency; it has an ability to dry quickly and finally on its longevity.

2.4 PUBLIC RELATIONS

Identifying stakeholders

Our various stakeholders would be employees, unions, shareholders, customers, channel member. They can be taken into consideration for decisions in regards to corporate policies or process. Employees would be the prime stake holder they can play an active role in strengthening corporate governance systems .Customers are one of an organizations stakeholders. Customers provide revenue in return for the benefits that ownership of the product or service brings while trade Unions will represent the interests of the workers. Every contact point that a stakeholder has with an organization is a communication opportunity, including all those messages that "just happen," many of which have more impact than communication that is planned. Most public relations programs, as well as advertising and marketing communication activities, are focused on the created contact points. We would use planned messages these are the ones we think of in the context of such deliberate communication activities as advertising, public relations, sales promotion, direct response, packaging, signage, stationery, etc. Corporate reputation

Corporate Reputation is the endpoint in a chain. A chain that comes from the corporate image, with the corporate image coming from the corporate identity or brand; which will in turn come from the personality that the organization is trying to create auditing corporate social responsibility. The Employee empowerment is creating a working environment where an employee is allowed to make his own decisions in specific work-related situations this might help in image building it can become more ethical and reactive to societys need.

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2.5 E-ACTIVE MARKETING

This is the link of our official website: www.hometextile.moonfruit.com

Web site is very important nowadays because it helps to make convenience for the customers who want to buy online; website should be so convenient in a way that visitors can get the relevant information regarding their interest easily. Website creates the relation with the customer which in future helps company to increase the business. Our company (Home Textile) has a wide range of products.
Home page

Home page is very important it give a glance about which type of website it is, home page should be attractive , color of the home page would be black (background), so that the content should be visible to everyone.
About company

Website should contain the company history, that how company has made the relationship with its customers in past years, company history also make credibility with the customers and attract new customers also.
Customization

Customers want customization so that they can have a different product with them, customization has become very popular know a days because it allow customer to Make their own way.
List of product

Company need to have the lists of product that what they offer, this will make convenience for the customers to select their required product. 1. 2. 3. 4. 5. 6. 7. Hand towel Kitchen towel Tea towel Beach Towel Golf Towel Bath towel Face Towel
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8. Bath mats 9. Bath ropes 10. Bath slippers 11. Baby hooded towel
Payment option

Payment option is very important it make convenience for the buyer to pay the money easily, our valued customer can buy product by paying the money through PayPal, visa and master cards, this will help buyer to shop easily.

Shopping cards/ shopping basket

Shopping card is an important tool, these help buyers to drag the wanted item in to their shopping card so that it automatically calculates the amount of the product, shopping card help to recognize the past purchase done by the same buyer.

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E-commerce incentives

1) Financial incentive 2) Convenience incentives Financial incentive

We will offer financial incentive to our customers to attract them towards our companys product. Financial incentives are specially help full in persuading an individual or business to make first time purchase, financial incentive includes free shipping and e-coupon.

Convenience incentives

Buying products from the internet helps the purchaser to save the time and process the work early, convenience incentive save customer to take a long trip towards the store for purchasing goods; people can place the order from the internet and can get the product with in 24 hour at their door step.

Social media

In order to have a consistency in the message of the company, company needs to have marketing campaign on social media to make aware people about the companys product. We will also provide the link of social media network on our website so that people can share their experience and can like the page which will increase the creditability of the company.

Social

network

3.0 PROMOTION OPPORTUNITY ANALYSIS

A promotion opportunity analysis is the most important and valuable process which we can use to identify target audiences for our product and set of communication strategies through which we can reach our audience. For business-to-business market we also need to communicate our
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special attributes and benefits to attract more business and the communication should need to be distinct and somewhat customized for each group. Here, we have to determine the promotional opportunities exist for the company and we should also identify the characteristics of each target audience so that suitable advertising and marketing communication messages can reach them. Furthermore, we have discussed our competitors, external opportunities, target market, customers and distribution strategy.

3.1 COMMUNICATIONS MARKET ANALYSIS

A communication market analysis is the process of discovering the organizations strength and weakness in the area of marketing communication and combining that information with an analysis of the opportunities and threats present in the firms external environment which examines five major areas which are described below.

3.1.1 COMPETITORS
As we are manufacturer, lots of local industries are our competitors because everybody produce and export in Germany. Our local competitors include Afroz Textile, Lintas, Al-Karam, Fashion Art, International Textile, Lakhani Silk Mills etc. and in German market, all who deals in towels are our competitors like AWG, KIK, PLUS, LIDL, KOUFF, RIYAL and DNB, but we have competitive advantage in a sense that we have our own manufacturing unit so we can provide customized, good quality products at economical prices and fulfill the requirements of our customers.

3.1.2 OPPORTUNITIES
German market is the biggest market of Europe, and supplied to eastern Europe countries like Hungry, Russia, Poland, Romania, Czech Republic, Romania, Moldova, Croatia, Bulgaria, Serbia, Bosnia ,Albania and Kosovo and also supplied to Holland, Switzerland and Austria. Furthermore, towel is a basic product which is used by everyone and everywhere. On the contrary, we are manufacturer so we have lot of opportunities to gain a competitive advantage likewise we can sell our product at low margin with high turnover, provide best quality at economical prices, use latest technology, make new products, reduce overhead cost

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and provide customized product according to the requirement of customer and embroidery towels can be a biggest opportunity for us.

3.1.3 TARGET MARKETS

Our target market includes everyone because it is a basic product and used by every person, so we have divided our overall market into smaller marketing segment which includes children, adults and old age people, so the company can develop the marketing programs and advertising campaigns for each of these smaller groups. On the other hand, we specially target adults (males/female), because they have a lot of influence in buying this product and usually they buy for their children and for old age people of their family.

3.1.4 CUSTOMERS
Our customer includes all individuals who buy and use this product. On the other hand, we also have business to business customers which includes Importers, Hotels, Hospitals, Food stores, SPAs, Airline Industry, and Retail stores. We would focus on our new potential customers.

3.2 DISTRIBUTION STRATEGY

In business to customer market our product is initially be sold through our retail outlets, hyper stores, Food stores, online shopping sites, companys website, Catalog, personal selling and referrals. In business to business market we establish links with the various wholesalers, importers, hotels, restaurants, hospitals, SPAs and airlines which require our products for their customers, so that the experience of a customers with our products will go a long way toward influencing the intermediary to continue to buy our products, and whether they should refer others to order our products. So we intend to ensure that we consistently provide a superior quality product at economical prices with superior absorbency and comfort. The success or failure of new or existing products often hinges on a company's distribution efforts. It is best to introduce new products into several markets before launching them on national basis. Another consideration is selecting the right type of outlet in which to sell products. Our products for household use are sold directly, and through wholesalers, to supermarkets, mass merchandisers, variety and department stores, and other retail outlets.

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4.0 INTEGRATED MARKETING COMMUNICATIONS MANAGEMENT

Communication process should not be one way traffic. Companies should look forward to developing communication network in which companies can reach customer but customer also can effectively communicate with companies. Technology has opened up many avenues to carry out effective communication. Companies have traditional tools like newspaper, television, radio, telephone, billboards and modern tools like the internet, emails and wireless devices. Technology has made the communication process not only faster but also reduced over all communication cost. The development of the communication program can be charted into eight steps. The first step is identifying the target audience. The target audiences are the existing customer or the potential new customers. Target audience identification is essential for further development and overall success of the communication program. Once the audience is identified the next part is assessing the present company or brand perception within the target audience. Based on the results from the audience analysis the message should address the requirements. The second step is to set specific objectives for the given communication message. This objective could be to enhance existing image, convey attribute, or encourage a consumer to act. The objective can have a cognitive, affective or behavioral response. The third step is the design of the message. The designing of the message follows the objective of the message. The design of the message has to address the following four points, content of message, message structure, and message format and message source. The fourth step is the selection of the communication channel. The channel must be appropriate to carry the message to the target audience. The fifth step is related with the financial estimates of the whole expenditure. Companies need to decide budget of sales promotional and other activities. The sixth step is the decision relate to the communication mix. Companies have limited budget, so they need balance expenditure among advertising, sales promotion, public relation, sales force and direct marketing. The relevant choice of the communication mix is highly dependable on the industry the company is operating. The seventh step measuring results of the communication process. It is very important for companies to keenly follow the outcomes of the communication process. The results could be increased in sales, change in attitude or image of the brand.
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The eight steps are managing the integrated marketing process. Companies cannot afford to continue one medium approach to achieve desired communication effect. Companies must integrate all the available tools as to reach a wider audience and effectively communicate about brand and products.

4.1 COMMUNICATION OBJECTIVES

In communication objectives our main and important objective is too aware our target consumer, businesses and retailer about our product and attracts them to use our product. These communication objectives will help us to build brand awareness. When setting marketing communication objectives the SMART framework should be used. For marketing communications to be successful, the right message must be communicated at the right time, through the right channels to the right audiences. There are four levels which are as follows: Awareness

Customers must be aware of the brand and products, otherwise they wont know we exist and therefore wont make a purchase. Comprehension

Our audience must understand the brand or product and have sufficient information to be able to make an informed purchasing decision. Conviction

Customers must understand the product benefits and see them as more beneficial than those provided by our competitors. Action

As with all communication there should be a desired action, which could be clicking a link, visit a website, make a phone call. Ultimately the desired action is a sale, even if the first action is to raise awareness.

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BUSINESS-TO-BUSINESS MARKET Business to business and retailer market is quite different in marketing prospectus. In order to attract and convince the other business towards the product, we will advertise our product via newspaper and magazine and we will be more focused on Businesses consumers. We will try to show following benefits in our messages. Huge Discount Product Customization Consumer market

Our basic motive will be to attract consumer, because they are the one who will buy major share of our product and our company will be more focusing on them. In order to attract consumer it is very essential that we must start our campaign of advertising on TV. Television is more important medium of these days. Mostly consumer products are advertised on TV. Our product is family orientated so we will start series of advertisement on TV and the main motive will be to build brand equity among all age group. Channel of distribution

For success of product, Channel of distribution play important role in any product. If you have advertised well your product for consumer but no retailer is aware about your product then you are failed to communicate about your product. If they are not attracted and they dont think they can make good business via your product then it means no one can stop to fail your product. For retailer we will advertise our product via newspaper and Magazine, because this is the only medium which will aware them about our product. For effective advertising our ads must contain details regarding product features and benefits for the retailers and consumers.

4.2COMMUNICATION BUDGET
Developing a marketing communications budget is an important part of finalizing overall marketing budget for the year. A marketing communications budget provides the basis for effective marketing, including attracting the right staff, creating communications that attract customers and managing internal communications with employees. In addition to the specific tasks completed by the marketing communications department, the overall communications strategy plays a role in spending, as well. For instance, a business to business (B2B) company may follow a content marketing strategy, and spend a great deal on expert copywriters to create quality white papers and seminar scripts. By contrast, a business to consumer (B2C)
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company may choose a strategy built more around display advertising .We are offering new product in market so we have to target consumers, distribution channel and business. For that we will follow the Payout planning method, this method normally allocates greater amount in the introduction stage. Reason for this budgeting method is that to build strong brand equity in the start of brand. We will allocate EUR 45 Million for our communication purpose and this budget is further broken down in the following categories. Trade Promotion= 50% Consumer Promotion=25% Advertising=25%

4.3 AGENCY SELECTION

As we have discussed that we will advertise our product via Television, magazines and Newspaper so for that it will necessary to hire agency for the advertisement of the product. Task for the agency will be to make ads for the television, newspaper and magazines and to advertise our product on different channels newspaper and magazines. 1. Establish Your Goals Before you start searching for agencies, spend some time reviewing your business goals. Set short- and long-term objectives to progress toward with your agency. We will start building buzz among the young families who will be our long-term patrons. 2. Create a List of Potential Agencies For resources, consider: -Word-of-mouth referrals, especially from respected colleagues in your business sector -Professional organizations -An industry-specific Google search -Directories from business journals and Better Business Bureaus

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3. Narrow Your Prospects Write down some key questions for your potential agencies. Call each one and ask: Do you specialize in any industries? Many agencies will accept clients from any industry, but increasingly marketing and advertising firms are developing areas of expertise that set them apart from their more generalist competitors. This strategy allows agencies to develop a solid knowledge base so they can hit the ground running. Do you have a defined work process? Operating a business without a plan doesnt often lead to success. Likewise, agencies lacking a formal work process will not consistently deliver the results your company needs. Ask potential agencies to describe their work process. An effective process includes the following stages: diagnosis (what's the problem?), prescription (what's the solution?), application (implement the solution), and evaluation-adjustment (can we improve performance?). How big is your agency? Small and large agencies both have their benefits. Small agencies tend to be more nimble and less bureaucratic. With smaller agencies, you are also more apt to have senior-level staff with years of experience assigned to your account. In contrast, larger firms often offer in-house services that smaller agencies must outsource, such as research or promotions. They can also provide the status of a big agency name. 4. Meet with Your Top Agency/Agencies By this point, you will have self-selected one or more agencies that would probably do a fine job for you. To ensure long-term match potential, assess the following during each meeting: Compatibility

Compatibility is vital to a successful client-agency relationship. Request to meet with the staff members who would work on your account you need to ensure that you like these people and they like you. Strong creative work requires a close and mutually respectful long-term working relationship. Industry Knowledge & Service Quality

Ask to see samples of integrated marketing communications or media campaigns that were done for a company in your industry. Hopefully youll see ads, brochures, press releases, and more enough to gauge the breadth of the agencys services.

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5. If Necessary, Pay for a Trial Assignment Youve found what you think is the agency. But before you can get started, a colleague advises you to ask for spec work to see how they perform. Spec work involves an agency completing a trial project free of charge in hopes of winning your companys account. As you can imagine, a spec assignment is not the best way to judge an agency. Agency staff can only donate limited time and effort to uncompensated work, resulting in products that are not of top quality. Potential clients then underestimate the agencys full capabilities. For this reason, spec work is becoming less prevalent. The trend is now toward paying an agency for a trial job, just as you would pay any other vendor to try out its services. 6. Start Building Your Marketing Success Story It is worth your time to explain all the aspects of your business to your agency partners. Share what you are comfortable with: existing marketing materials, your mission statement, your strategic plan, SWOT and competitor analyses, branding and positioning, product features and benefits, and more. If you dont yet have all or some of these items, no problem engage your new agency in helping you to develop them. Maintain Good Communication

As with any relationship, the one you maintain with your agency should be tended with honesty and respect for it to flourish. Dont hesitate to bring up any concerns or questions you might have. Share your enthusiasm for the merit of the work that is done for your company, and celebrate success milestones along the way. Although advertising, marketing and public relations practices are increasingly grounded in sophisticated metrics and analytics, they remain creative endeavors. Your shared excitement will be a catalyst for continued marketing success.

4.4 IMC EVALUATION

Our company will target consumers, retailers and other business and we will spend EUR 3 Million on marketing communication campaign. First we will be more focused on the trade promotion in order to attract the retailers and other business and then we will focus on the consumer promotion and advertising. When our company will be more established we will be more focusing on the advertising and consumer promotion than trade promotion. We will advertise our product via Television, which will help to pull consumer, and Newspaper which will help in making strong connection with Retailers and Business. But for that we will hire any agency for the making of TV ad and services.

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Following are the several levels which are used to analyze an advertising or IMC program. Short term Each of the IMC objectives is generally referred to as communications objectives, or longerterm goals. Sales promotions are a type of communication intended to drive business and revenue in the short-term. Companies have sales objectives for a variety of reasons, including building a customer base, clearing out excess inventory or generating cash flow. Sales objectives are often simpler to measure, making them popular with directors that want easy-toquantify results. Long term One of the most common and early IMC objectives is brand awareness. Before a company can sell specific products and services, it has to create brand awareness among its target market, to let them know about the brand and its meaning. A brand-awareness objective might state "increase brand awareness by 10 percent within three months." Ultimately, the long-term objective of is to develop and maintain loyal relationships with customers. Well-established companies commonly set IMC objectives for brand loyalty, such as increasing the customer database by 20 percent to help build a more loyal customer base. A company could also set a goal of having its existing customer base revenue increase by 10 percent within 6 months. The purpose of these IMC objectives is to extract more business from core customers. Brand once a company establishes brand awareness; its next major step is to persuade customers to buy its products. As an IMC objective, persuasion may include creating a favorable brand attitude or a high intent to buy among customers. A company may assess generate attitudes toward its brand before and after a marketing campaign to see if they improved. It could also study the intent of customers to buy after a campaign. BEHAVIORAL EVALUATION Our valid evaluation criterion is actual sales which have effects of our advertising campaign. The marketing communication tools which we used are consumer promotion, trade promotion and direct marketing tactics. Our main communication objective would be to boost brand awareness which results in higher sales. We will use cookies through that our marketing team can obtain considerable information about the person or business making the inquiry for our product.

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5.0 INTEGRATED MARKETING COMMUNICATION OBJECTIVE ONE (CONSUMER)

In this section our main objective is to establish modify or reinforce attitudes of our customers we would use different appeals and frameworks because it helps to create emotional attachment which establish customer relationship with our brand. Communication objective stimulate demand and through advertising our customers would differentiate our product this would help in creating corporate image. Through because related and green marketing we can have support and acceptance of our customers. Through sponsoring event it has control over the promotional activity We will initiate techniques to set up channels of information and persuasion with targeted audiences to influence attitudes and behavior. To certain percent from our profit we will spend on sponsorship. We will set up our database system which enables us to store, modify, and extract information from a database, it also provides with tools to add, delete, access, modify, and analyze data stored in one location. A group can access the data by using query and reporting tools that are part of the DBMS or by using application programs specifically written to access the data. We offer consumer promotion like a reduced price, free sample or bonus offer for a short period in order to stimulate demand for and awareness of the product being promoted.

5.1 OBJECTIVE ONE BUDGET (EUR 15 MILLION)

Our main objective is to increase the brand awareness in the market place and let the brand to place in the evoked sets of the customer and to provide ample information about our products to the end users so that they are completely aware about our offerings and to persuade them to buy. Budgeting method used by the company in objective one is Payout planning method, this method normally allocates greater amount in the introduction stage, so that brand awareness and brand equity can be build. Then, as the brand is accepted and sales increases, a lower percentage of advertising dollars is needed to maintain growth. The budget is further broken down in the following; consumer advertising = 40 % in order to accomplish our goals we use television, print, internet, billboard, and direct advertisement and cost may vary significantly by type, scope, and geographic region, so that 40 % budget will be used for consumer advertising. consumer promotions = 35% we offer bonus pack, coupons, discounts, sampling, refund and rebates so that 35 % budget will be used for consumer promotions.

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sponsorship programs = 5% we have set low budget for this and plan to sponsor our product to those events and areas which are effected by natural disaster or in some another problem for temporary basis. frequency programs= 5% we use Time-release programs which provide the required coupons up front but encourage purchases over an extended period of time by staggering the valid dates of the price offers and Escalating rebate offers are designed to stimulate multiple purchases of a variety of brands. The more products purchased, the greater the rebate. direct marketing programs= 15% we use email marketing, Tele- marketing, direct selling and social media sites

5.2 ADVERTISING
The major goal of our advertising components is

Getting Attention

One short-term goal and objective in advertising is getting people's attention. We would Use highly readable print in our ads. Color, diagrams and pictures can also attract the attention of users, particularly if they are highly relevant. One of the best ways to attract attention in print advertising is to use a strong headline. Make a statement that attracts the right type of reader, and include at least one benefit in the heading to pull the reader into the ad.

Prompting Immediate Action

Print and other types of advertising must also prompt people to act immediately. Include a coupon in ad to get people to try product at the store. Include a deadline on your coupon so people know the offer is only good for a short time period. Offer a free trial of your product, or provide something free along with the product

Building Sales and Profits

Advertising is designed to increase sales and build profits gradually. People must try the products or services before they become repeat users. They may also tell their friends and family, which is additional advertising for us. The key to building sales and profits is to gradually increase advertising over time.

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Building Brand Awareness

We advertise our product to build brand awareness, which is when people know a particular brand is yours. Our primary objective in building brand awareness is to make people think of our brand first when they are ready to purchase. We are new in the market we plan to undertake adequate advertising of our brand name and products that we are offering. This is for awareness and knowledge of our existence in the market place, which hopefully shall convert into market share. As we are doing advertising for consumers only so the appeals which we are using are: In consumer advertising we use emotional, rational and sexual appeal because consumers are generally more interested in such appeals especially when it comes to textile. This will increase in wider recognition and our consumer can recall easily our brand. Firstly, emotional appeal is considered as the key to brand loyalty and it creates a bonding among customer and brand. Furthermore it captures attention and fosters an attachment. Secondly, sexual appeal is very effective to use in advertising, because it increase attention of the audience and usually the attention is greater for opposite sex rather than same sex. Although sexually oriented ads attracts attention and also helps in brand recall. These ads are rated as being more interesting which results in positive response which ultimately leads to buying our product. Frame work: we use Informative framework because now a days people are very conscious in buying textile related products due to quality and slice of life.

CREATIVE BRIEF FOR BATH N MORE

1. PRODUCT: our towel is made from pure cotton which is soft and fluffy in use. 2. OBJECTIVE: bath n more is trying to occupy the Germany market by offering pure cotton towels to consumers who are looking for soft and light weight towel the entry of towel should accelerate the growth of the towel market to 25 percent a year .our company plan to reach 80000 consumers with towel the first three months after its introduction.

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3. TARGET AUDIENCE: Towels remains limited to middle- to upper-income consumers and our target audience would be adult because they usually make purchase decision. 4. MESSAGE THEME: Perfect in comfort and for wrapping yourself in a thick, soft, fluffy towel after bathing.

MEANS END CHAIN

Luxurious Fantasy Fun Excitement

Softness

Comfort

Pleasure Excitement Happiness

Absorbency

Freshness

Social acceptance Self-respect

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TVC ADS

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PRINT ADS

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5.3 MEDIA PLAN (MONEY SPENDING,)

Media planning begins with a careful analysis of the target market, as we have discussed that our target market are adults because they tend to do purchasing for their family. Marketing analysis

As we are launching our product in to new geographical area so there is no current sales. Advertising analysis

Advertising is very important to promote the product because it helps to get an awareness of what we are trying to promote, now a days people preferences are changing they are moving towards such products which have benefits, so advertising is very important, in our industry (towel) we need to spend heavily to create awareness because competition is very high and demand as to. Advertising budget Euro 15 million Media strategy

As a media strategy we will use magazine. There are many advantages of magazine like high market segmentation, direct-response techniques and the main thing is that it has a high color quality which increases the interest of viewers. Traditional media choice (television, radio, magazine, etc.)

Tradition media we will use to target our consumer, which have a high reach will be Magazine and television. Our total advertisement budget is Euro 15M We will spend as follows: Euro 6M on television Euro 5M on magazine Euro 2M on billboards Euro 2M on News paper

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Program within media (Friends, Monday Night Football, Survivor etc.)

As our product is towel the program media would be Night football because it clearly defines about our product usage, how effectively they are used by different people during sweating. The cost per advertisement, number of advertisements, and total cost. If we suppose our target market is 20M, cost for 4 color ad in magazine will be Euro 34608, this mean that with high reach we can have a reduce cost per advertisement. Cost per advertisement / magazine

(Euro 5875) per ad page for every 100000 circulation Full page color ad (Euro142755) Cost per advertisement / Television

As we are doing advertisement in Night football spending (Euro 1.75 M) for 30 second. Advertisement has a high cost but have a high reach. Cost per advertisement/ newspaper

Newspaper advertisers receive volume discounts for buying larger column inches advertisement space. The cost will be Euro 2M over all. Cost per advertisement of newspaper is (Euro 262000)

5.4 CONSUMER PROMOTIONS

Consumer promotion is very important in order to make them purchase, consumer promotions primary goal is to attract customers towards your product. Consumer promotion is an important tool it helps to increase the sales of the product, in past years most of the company has shifted towards consumer promotion; consumers need these types of promotion so that they can have the emotional attachment with the products. Our company will also use the consumer promotion tool; by using this tool we can increase the sales of the product. We will use 1) 2) 3) Coupons Sampling Bonus pack

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Coupons

Coupons are the price reduction offer to the consumer; coupons are the reduction on the actual amount like 25 to 40 percent. Coupons are often distributed in retail stores and placed on or near packages; most of the people immediate redeem the coupon so that they can have an experience with the product. We will offer coupons to our customers that they can win an exciting prize by purchasing our product, prize will be buy an bath towel and get a kitchen napkin for free. We will provide coupons through, 1) 2) 3) 4) 5) Print media Direct mail Internet In-store Sampling Sampling

Sampling is a popular method for enticing consumers to try new products; sampling is the actual delivery of a product to consumers for their use or their consumption. We will do free sampling for our product in retail stores with a coupon of price-off incentive, through sampling we can actually make aware the customers about what we are offering , sampling can actually tends to change the mind of the purchaser and they can switch to the another product. Bonus pack

Bonus pack is another tool to hold the attention of the customers; it is an extra numbers of items which are placed in the package. We will use bonus pack to increase usage of the product, developed customer loyalty, attract new users and encourage brand switching; bonus pack gives the charm to buy the product because they are getting things for free

5.5 DATA BASE MANAGEMENT

Database Programs

We will design customize Oracle 11g data base system by the help of Software designing firms. This software will contain data of Consumers, Businesses and retailers; this data will be collected through the sale, coordination with customers and from the different research firms.
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The data will be located in head office and there will be authoritative bodies of the company to access the data anytime at anywhere. By this we will try to manage the customers preferences, choices, trends and other priorities which will help us to grow our business positively. Data Warehouse

Data warehouse will help company to predict the changes over time and it will also help to forecast the upcoming changes with the passage of time. We will collect data from our outlet and super stores sales. This data will be located in our main office and all our outlets and sales people will be having access to manage the data. Permission Marketing

Internet marketing is important now a day and mostly companies are focusing towards communicating via internet with the customers. We will generate SMS and Emails and calls by the permission of the consumers, this will help us to directly communicate with the customers and we will be communicating with those who are interested in buying our product. We will keep the record of customers and their conversation which will help to improve quality. Frequent Shopper Program

We will be collecting data of consumers from our outlets and from super stores where consumers buys our product. We will compare the purchase of frequent buyers but we will help them in recalling previous purchase and this thing will also help them to make decisions regarding purchase of product. This would help us to see the customers preferences, priorities, when and where customers buys product, how frequent buyers they are and after how much time they take to repurchase the product and is there any change in the customers preference.

5.6 SPONSORSHIP, CAUSE-RELATED, AND GREEN MARKETING PROGRAMS

Creating promotional opportunities

Sponsoring events is a great way for companies to promote their brands, logos and products Improving community relations

Social responsibility is a factor of why companies get involved in sponsorship. Sponsorship of Hotels and hospitals can help boost the reputation of a company in given community. This will give a caring and socially responsible image to the consumers.

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Fostering favorable brand and company associations

This objective is linked to association for a company or brand .The point is meant for a company to associate itself with an event and hopefully, the positivity of the event can be relayed to the products as well. Creating entertainment opportunities

Sponsoring events not only for publicity but also to reach out our customers that are highly placed in various fields. Successful employees also benefit from this as they are highly rewarded when top celebrities participate in an organized event. Gaining publicity

Sponsorship provides a good platform to reach millions of audience worldwide where some of them are likely to become customers due to the publicity provided by various media coverage internationally which aids in facilitating this process. The following are sponsorship objectives: Corporate: * Increase or maintain awareness * Enhance or change a corporate image * Change target market perceptions or attitudes * Build business or trade relations * Enhance staff relations and motivation * Build goodwill among customers, business contacts and key influencers Product/Brand: * Increase sales/market share * Increase target market awareness * Identify/build product image * Strengthen brand preference

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CAUSE RELATED MARKETING Cause related marketing is a really powerful way to: deliver your corporate social responsibilities engage your customers and staff in new ways align yourself with a highly recognizable brand. It also attracts new sources of funds, resources and support. Cause-related marketing helps us promote our products and educate our users and create awareness. We would use cause related marketing strategy in order to create brand equity. These activities are generally short term and can be useful for encouraging product trial which increases usage. We would use cause related marketing to enhance corporate and brand image. This would also influence the purchase intention of the consumers. GREEN MARKETING Green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. We would also use green marketing strategies as choosing the right green marketing strategy begins with reaching Behavioral Greens, incorporate Green practices regularly and include Green as one of their purchasing criteria. A portion of purchases typically go to environmental causes, and they are likely to buy from an ecofriendly company. Behavioral Greens tend to be optimistic and have traditional values. They are concerned for their own health while balancing career and personal interests. Family is important to them, but their children are out of the house so they focus on relaxing and maintaining healthy living. We would be modified our advertising for behavioral greens.

6.0 INTEGRATED MARKETING COMMUNICATION OBJECTIVE TWO (DISTRIBUTION CHANNEL)

The mainly focus of this section is to build credible relation with the distribution channel of a brand. An effective communication demands many steps. The company must first identify the target audience, then determine communication objectives and design the form of the message. After the message has been developed, must the right media to be chosen. Last step is to collect feedback from the target market. Our firm seeking into additional countries must adapt and adjust both the theoretical approach and type of appeal in order to create effective advertisement. Our marketing team would consider all local legal, social, cultural, technological and competitive conditions before embarking on an international database market or direct marketing program.
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6.1 OBJECTIVE TWO BUDGET (EUR 20 MILLION)

For distribution channel our objective is to increase retailers and wholesalers orders and to obtain the high market share. This is very important to increase sales and profitability. We use both direct channel which include retail outlet, Internet sales and Selling agents and indirect channel which includes Distributors, wholesalers and retailers Budgeting method used by the company is Payout planning method, this method normally allocates greater amount in the introduction stage, so that brand awareness and brand equity can build. The budget is further broken down in the following; Indirect Channels = 70 % of the budget would be used. The primary indirect channels used by the company are distributors, wholesalers and retailers who would sell products in the marketplace. Indirect channels are best suited for companys product to obtain the high market share; it also provides opportunity for company to focus on manufacturing their product. So this channel needs large amount of money to advertise the product and we use print media for this channel. Direct channels = 30% of the budget will be used for direct channels .direct channel include retail outlet, Selling agents and Internet sales. Selling agents work for the company and market our products directly to consumers through mail order, storefronts or other means. The Internet is an easy distribution channel because of the global availability of consumers. We use online advertisement, Tele marketing, direct mail marketing to grab the attention of global customers.

6.2 ADVERTISING CREATIVE BRIEF FOR BATH N MORE

1. PRODUCT: We are providing a wide range of Towels, which are provided using superior quality fabric such as 100% cotton. Highly absorbent and long lasting are some of its features 2. OBJECTIVE: Our objective is to capture the whole German market and also East European countries which are feeded by Germany, by offering pure cotton towels of high quality and absorbency at economical prices. 3. TARGET AUDIENCE: Our target audience would be importers who basically imports and distribute to the multiple channels and hyper marts who sells directly to end user.
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4. MESSAGE THEME: We use 100% cotton yarns for making the material with good hand feel & for easy wash ability. Our entire range of products is appreciated for its designs and colors pattern. We offer our range in different sizes & weight to meet the clients needs and price target.

MEANS END CHAIN

Packaging Reliable Security Comfortable Wisdom

Cleanliness

Freshness

Personal accomplishment Excitement Happiness

Pure cotton

Natural fiber

inner peace Comfortable life Wisdom

6.3 MEDIA PLAN

Developing a media plan for distributor needs clear strategy, media plan should be developed in a way that company can make a relation with the distributor, and our distributor will be retailor, wholesalers and importers. In order to attract the distributor will be arrange an exhibition in which we will tell about our products in detail, this will help to attract the distributors, we will also encourage the distributors to use our product so that they can have the personal experience one they will make the emotional attachment with our product we can easily capture the market.
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Media Selections

In order to aware and attract different distributer we will advertise our product on TV, Newspaper, magazine and internet Our budget for distributor will be Euro 20M We will spend Euro 7M on TV advertisement, Euro 5M on newspaper, Euro 5M on magazine and Euro 3M on internet .magazine and newspaper has longer effect on the mind because of the printed media, internet such as social networks, Google advertisement and on companys own website.

6.4 TRADE PROMOTIONS

In order to attract the distributor we will do promotion, if the distributor buys a certain quantity of the product in a certain time then we will offer 10% cash back reward, this will motivate the distributor to buy the product.

6.5 DATABASE MANAGEMENT

Database Programs

We will be using same customize Oracle data base system but there will be separate section for the distribution channel where we will keep the record of whole distribution channel. We will keep checking how effective our distribution channels are, where we can reduce cost, where we are paying too much and is there any other channel by that we can make distribution channel more effective. We will allow our distributer to access limited information from our system so that they can make their decision regarding the demand of the product. Data Warehouse

By the help of data warehouse we will keep the record of current distribution channel how effective this channel is and how it is working, beside that we will be having all the records of previous distribution of product. By that we will be able to decide which distribution is better and which one is more effective. Data will be stored in the head office and it can be accessed from anywhere anytime by our employees. We will set programs which will ensure the effectiveness of distribution of the product items.

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Direct Marketing

Through more affective data base system of distribution channel can reduce the huge cost, we will give the access to the service department and customers relation department for limited things so that they can deal inquires and complaint of customers.

7.0 INTEGRATED MARKETING COMMUNICATION OBJECTIVE THREE (BUSINESSTO-BUSINESS)

Integrated Marketing Communication is a process for planning, executing & monitoring the brand messages that create relationships with the business to business market. Our Advertising objectives would be Inform - raising awareness of our brand & products, establishing a competitive advantage Persuade - generating an instant response (usually driving sales) Remind - to maintain interest and enthusiasm for a product or service

We will use direct marketing techniques used to get business to business markets to make a purchase from their home, office or other nonretail setting. DBMS has very important role in any type of web/business application. It basically manages data insertion, deletion, update and retrieval .DBMS is a software component, which comes with any database to manage the database. We can also refer as database engine or database service, which interact with programs and return the desired result.

7.1 OBJECTIVE THREE BUDGET (EUR 10 MILLION)

Any type of business, whether an organization, individual, government or other institution that markets our product is involved in business to business marketing. Since B2B marketing involves companies trying to sell mass quantities of product to one another, there is a more personal relationship that needs to be established between businesses. We B2B market is very big which includes hotels, restaurants, SPAS, hospitals, Institutions, airlines and hyper marts. For Business-to-Business our objective is to increase brand awareness, build brand image increasing retailer and wholesaler orders and to obtain the best market share. This is very important to increase sales and profitability.

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Budgeting method used by the company is Payout planning method, this method normally allocates greater amount in the introduction stage, so that brand awareness and brand equity are build. Then, as the brand is accepted and sales build, a lower percentage of advertising dollars is needed to maintain growth. Here 20% will used for corporate image advertising; 80% focus on specific goods. In B2B market we have to target other businesses who buy our product for their customers, for that we need to advertise through print media which include catalogs, broachers and our business profile. Any type of business, whether an organization, individual, government or other institution that markets our product is involved in business to business marketing. Since B2B marketing involves companies trying to sell mass quantities of product to one another, there is a more personal relationship that needs to be established between businesses. We B2B market is very big which includes hotels, restaurants, SPAS, hospitals, Institutions, airlines and hyper marts. For Business-to-Business our objective is to increase brand awareness, build brand image increasing retailer and wholesaler orders and to obtain the best market share. This is very important to increase sales and profitability. Budgeting method used by the company is Payout planning method, this method normally allocates greater amount in the introduction stage, so that brand awareness and brand equity are build. Then, as the brand is accepted and sales build, a lower percentage of advertising dollars is needed to maintain growth. Here 20% will used for corporate image advertising; 80% focus on specific goods. In B2B market we have to target other businesses who buy our product for their customers, for that we need to advertise through print media which include catalogs, broachers and our business profile.

7.2 ADVERTISING
Once we have decided which media channel to concentrate on, the next step is to ensure an integrated approach is taken. Regardless of whether we are promoting a new product or raising awareness, it's important that all ads across all media work together towards a common goal by using similar messaging .An integrated approach can dramatically increase the effectiveness of campaign and will help create brand image. To get the best response from our target market, we need to ensuring that message is relevant and clear once we've managed to gain the valuable attention of our customer the next steps we would like the audience to take, whether this is visiting a website, ringing a number, or being able to recall our brand when they are next in the shops.

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CREATIVE BRIEF FOR BATH N MORE

1. PRODUCT: We are offering a wide range of Towels. Our quality control team keeps strict vigil on the manufacturing process in order to assure manufacturing of flawless product. 2. OBJECTIVE: Our objective is to capture the whole business-to-business market of Germany, which include Hotels, SPAS, Hospital, Institutes, and Restaurants by offering high quality and absorbency consistently at economical prices. Our objective is to meets the complete requirements of our clients. Manufactured using quality cotton, these towels are widely in demand in the domestic as well as overseas market due to their color fastness, shrink resistance and water absorbent features.

3. TARGET AUDIENCE: Our target audience would be all business-to-business buyers who buy our product for their customers. 4. MESSAGE THEME: We are a prominent supplier of dobby towels, bath robes, jacquard towels, kitchen towels, beach towels & towel accessories and other counts as per the buyers needs. Best things about our product include these are available in all colors as well as are of superior quality.

MEANS END CHAIN

Customizations

Ease of use

Comfortable life Freedom

Natural fibers

Softness

Pleasure Excitement Happiness

Quality

Durability

Inner peace Self-fulfillment

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7.3 MEDIA PLAN

Developing a media plan is very important it help in guiding what should be done to make awareness, developing a media plan for business-to-business is different as compared to consumer and distribution channel. Our target market for business-to-business market is hotels, airlines, spas and hospitals they will buy our product. B-2-B market buys product in bulk. Media plan should be impressive so that customers can easily know that the company is offering. Traditional media choice

Selecting media for B-2-B is difficult because it need a careful selection, we will use trade journal, business magazine and through mailing system. The budget for B-2B would be Euro 10 million.

Huge amount will be spending on the b-2-b media because print media has a great span and the ad has longer effect. Trade journal and magazine are the main source to get awareness of the product in business market. We will also use mail as a media to capture the business market, through mailing we will tell our customers about our product; mailing can be a good source of marketing. We will spend 80% of the amount on trade journal and magazine and rest will be spending on mailing (internet). o o o o The cost per advertisement, number of advertisements, and total cost. Cost per advertisement (Euro 2M) Number of advertisement We will do publication quarterly Total cost of advertisement annually will be Euro 8million

7.4 BUSINESS PROMOTIONS

In this era business need something different from others, Promotion is very important nowadays to attract the customers toward the business; we will use trade shows, trade allowance and 10% cash discount. For B-2-B promotion, trade shows benefits in a way that it helps to attract new customers and also strengthen the old customers. Trade allowance helps to motivate customers to buy a product in bulk.10 % cash back will be rewarded to the businesses that will pay the amount within 15 days. Business promotion needs to be clearly defined so that strategy can be built accordingly.

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7.5 DATABASE MANAGEMENT Database Programs

There will be section of Business to business in Oracle 11g data base management system, which will keep the record of all the business to business dealing and purchases. It will keep the current and previous performance of the companies; this data base will also help in making decision regarding Business to Business section. Data Warehouse

This will be centralized data where only employees will be having authorities to access, view and make the changes in data. This data will help in increasing in demand of the product by making good relations with the customers. It will also help in building brand equity via other companies, for that we have to keep in mind, before making business with other companies, that whether companies previous record is good or not or are they able to handle our product or not. If customers have bad experience with the other business service and they are offering our product also so that thing will also put bad impression on our product. So it will be necessary for us to keep the data of our business customers and what they are offering. Permission Marketing

We will be communicating with our clients by Emails and calls, where we will aware them about new ranges of our product or if we designed new and different product. We will also keep reminding customers about different features, specifications, colors and varieties.

Frequent Shopper Program

There will be offers for the frequent buyers; by the help of our data management system we will be coordinating them via newspaper of our different offers. We may offer low prices to the customers who are frequent buyers of our product. We will design our data base in which there will be low prices for those business clients who have cross the limited number of purchase. The prices will be automatically updated if the client fulfills the requirement. Our database will give them future plan if they become frequent buyer.

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7.6 SPONSORSHIP, CAUSE-RELATED, AND GREEN MARKETING Program

SPONSORSHIP PROGRAM Sponsorship is the fastest growing form of marketing .we can find unlimited opportunities to broaden competitive advantage by increasing credibility, image and prestige in sponsoring events attracting our target market. Some trade show promotional opportunities include sponsorship of the press room, an international lounge, a speaker or VIP room, an awards reception, educational programs, banners, badge holders, audio visual equipment, display computers, tote bags, shuttle buses, napkins and drink cups. Sponsorship is the financial or in-kind support of an activity, used primarily to reach specified business goals. Advertising is considered a quantitative medium, whereas sponsorship is considered a qualitative medium. It promotes a company in association with the sponsee." A large number of events these days use sponsorship support to offer more exciting programs and to help defray rising costs. Sponsorship allows you to reach specifically targeted niche markets without any waste. In addition, it is a powerful complement to other marketing programs, in addition to having a dramatic influence on business relations. Sponsorship offers the possibility of achieving several goals at once. A company can benefit from sponsorship in many ways, such as: Enhancing Image/Shaping Attitudes

Often companies are looking to improve how they are perceived by their target audience. Sponsoring events that appeal to their market are likely to shape buying attitudes and help generate a positive reaction. Driving Sales

Sponsorship geared to driving sales can be an extremely potent promotional tool. This objective allows sponsors to showcase their product attributes. We use sponsorship to encourage samplings and sales. Creating positive publicity

Every sponsor is seeking wide exposure in both electronic and print media. Positive publicity helps create heightened visibility of products/services. Various media covering the event may include sponsors names and/or photos. Sponsorship can often generate media coverage.
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CAUSE RELATED MARKETING Cause related marketing favorably influence external stake holders.it enhance corporate image. Marketing in a business-to-business environment (B2B) can be much more challenging than marketing to consumers (B2C). The buyers are more sophisticated. They are very risk-averse. There are not many of them compared to the consumer market. The sales cycle is much longer and more people are involved in the decision process. The decisions are based much more on rational analysis, yet its also dominated by relationships. B2B buyers are more focused than ever on solutions available to help them do more with less. The importance of brand in B2B marketing: Just like in the consumer market, building a strong and credible brand is important in B2B marketing. A good brand with high awareness and prestige can often drive a consumer to buy based on brand alone. Purchasing processes include awareness of need, research, evaluation of alternatives and purchasing stages. Business-tobusiness buyers are evaluating options and creating vendor preferences before any contact with vendors. GREEN MARKETING As we our competitive in terms of quality and performance, adding "green" claims and ecolabels to our marketing strategy may enhance our brand image and secure market share among the growing number of environmentally concerned business to business market. We will start our green marketing campaign by ensuring green claims are credible. We would have our product certified that it was produced in an environmentally sound manner. Once certified, we will use the eco-labels from the certifying organizations to help B to B market make educated choices.

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BIBLIOGRAPHY
http://ezinearticles.com/?How-to-Choose-a-Good-Towel&id=2297791 http://www.tx.ncsu.edu/jtatm/volume5issue4/Articles/Yilmaz-Powell/Yilmaz_full_176_06.pdf http://www.simplydigitalmarketing.com/marketing-communication-objectives http://www.ehow.com/info_7830277_elements-marketing-communication-budget.html http://catalogs.indiamart.com/products/terry-towels.html http://www.nst-hallmark.com/WhatMakesAGoodTowel.htm

http://www.alibaba.com/showroom/german-towel.html http://www.bplans.com/diaper_manufacturer_business_plan/strategy_and_implementation_s ummary_fc.php#.UK0Uu-QUtxE http://www.slideshare.net/Alistercrowe/10-executive-summary-4077455

http://welbornecorporateimage.com.au/corporate-uniforms http://www.towels.co.uk/personalised-gifts/personalised-towels/ http://www.homeinstitute.com/introduction-to-towels.htm http://www.corporateimagemaintenance.com/corporate-image-design

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