Table of Contents

1
1.1 1.2 1.3 1.4

Executive Summery ........................................................................................................... 2 Scope of this Integrated Marketing Communications Plan................................................................................ 2 1.1.1 Marketing Objectives ................................................................................................. 2 Communications Goals .......................................................................................................................................... 2 Communications Strategies ................................................................................................................................... 3 Communications Objectives (SMART) ................................................................................................................ 3

Situational Analysis .......................................................................................................... 3 2.1 SWOT Analysis ...................................................................................................................................................... 4 2.1.1 Strengths .................................................................................................................... 4 2.1.2 Weaknesses ................................................................................................................ 4 2.1.3 Opportunities ............................................................................................................. 4 2.1.4 Threates...................................................................................................................... 4 2.2 Current Marketing Situation ................................................................................................................................ 5 Target Audiences ............................................................................................................... 5 3.1 Target Audience ..................................................................................................................................................... 5 3.2 Key Evaluation Criteria ......................................................................................................................................... 5 Branding and Messaging................................................................................................... 6 4.1 Branding Architecture ........................................................................................................................................... 6 4.2 Value Propositions.................................................................................................................................................. 7 4.3 Major Messages ...................................................................................................................................................... 7 4.3.1 Major Messages for Customers ................................................................................. 7 Communications Vehicles ................................................................................................. 8 5.1 Communications Process and Vehicles for Customers ....................................................................................... 8 Tactical Calendar............................................................................................................... 9 Budget ................................................................................................................................ 9 Evaluation Measures ....................................................................................................... 10

6 7 8

Executive Summery Kudaya.com is the newly launched e-commerce site which provides the fundamentals for product launch and communication related activities this concept is been brought forward alone with the marketing objectives which includes situation analysis SWOT implies on kudaya.com describing parameters to analysis the internet and external situation Kudaya.com intends to be one of the leading e-commerce web site which provides the services of ecommerce in a time period of 3 years. The current marketing situation of kudaya.com includes a vast amount of probabilities achieving their goals as there are limited amount of e-commerce based web sites in Sri Lanka. The targeted views of the site are analyses to be from the ages from 18 to 50. The goals and evaluation criteria from the above fact is been mentioned in the Marketing communication plan. The brands which are collaborating with this site is described by using branding architecture and value proposition. the precede of capturing the e-market in Sri Lanka is describe along with the unique messages which will be for each segment of customers. To measure the performance will be using the key performance indicates as web traffic criterias

1.1

Scope of this Integrated Marketing Communications Plan

This plan outlines the communications objectives, strategies, and tactics required for a successful execution of integrated marketing. Additionally, this plan provides the framework for product launch communications activities. 1.1.1 Marketing Objectives Promote the Kudaya.com to be the finest and the best e-commerce site in Sri Lanka To create the icon brand as kudaya.com 1.2 Communications Goals

This is where the word of web going to happen To Mind map the kudaya.com on all online customers perception The objectives of this plan include: To identify the potential target audience To get the maximum traffic to the site

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1.3

Communications Strategies Word of Web : also known as word of mouth, to spread about the kudaya.com among the targeted audience Launch the product at INFORTEL exhibition on 15-July 2011 E-mail campaigning SMS campaigning Billboard and Vehicle branding Benefits advertising with Sampath bank Google adds

1.4

Communications Objectives (SMART)

1. Profitability Objectives To achieve a 20% return on capital employed by August 2013. 2. Market Share Objectives To gain 25% of the market in Sri Lankan web base transaction by September 2012 3. Promotional Objectives To increase awareness of the Coupon and group discount among the target audience To increase trail of Benefit exchange transactions in Sri Lanka 4. Objectives for Survival To survive the current completion environment 5. Objectives for Growth To increase the size of our customer base operation from 20% to 40% by end of 2011 6. Objectives for Branding To make kudaya.com brand to house hold name to the all e-commerce customers by August 2012 2 Situational Analysis

Kudaya.com is beginning its first months of operation. Kudaya.com recognizes that marketing activities are critical to the success and profitability of the business Kuday.com offers a wide selection of goods and services for online shopping experience. The basic market need is for a wide selection of reasonable priced, consistent quality and on time delivery

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2.1

SWOT Analysis The following SWOT analysis captures the key strengths and weaknesses within the company and describes the opportunities and threats facing Kudaya.com

2.1.1 Strengths Parent company Nidahas pvt engaged in import and distribution for past 12 years in the country. The ability to scale rapidly as sales increase. Having a strong distribution channels.

2.1.2 Weaknesses The lack of brand awareness due to the fact that kudaya.com is a start- up company with only an internet presence The proven strategies for developing online visibility are still being tested; it is currently trial and error. From the start only small area to be covered (only western province).

2.1.3 Opportunities Very little competitors. Very potential vast market. An efficient business model within a growing industry. Provide differentiation through enhanced convenience and service attributes.

2.1.4 Threates General trepidation of internet based business Increased government regulations (2006 information and privacy act) Consumer protection act Taxations Lack of knowledge about computer literacy

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2.2

Current Marketing Situation

Only few companies are operating in Sri Lanka even we do have the vast potential to capture the rising online market in Sri Lanka 3 Target Audiences People who are in the age between 18 to 50 years old People who are having secondary or above education level People who have faith on online transactions And the knowledge and accessibility to internet

3.1

Target Audience

For communications purposes there are 3 key audiences that we must understand and pursue. Our goal in pursuit varies by audience.

AUDIENCE Age 18 to 50 years old Faith on online transactions Education level

GOAL Who surf the internet for different purposes The usage of credit cards and debits cards and the knowledge about paypal and banking transactions To access the online information and online purchasing knowledge, confident

3.2

Key Evaluation Criteria

Each audience evaluates a set of criteria before determining whether or not to participate with us. These criteria are critically important to keep in mind as we craft messages and develop communications vehicles for particular audiences. We present the evaluation criteria as questions in the table below. Mainly focus on the web traffic methods to analysis the consumer behavior

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AUDIENCE

EVALUATION CRITERIA

Web visits Transaction timing Delivery satisfaction

Search engine optimization bandwidth allocations From the customers feedback notes

Branding and Messaging Login to Surf your life is will be the theme of the kudaya.com

4.1

Branding Architecture

Structure of brands within an organizational entity. It is the way in which the brands within a companys portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong E- Commerce E-Marketing Campaigning Benefits transaction Positioning Statement Nothing is more important to us than treating our customers well. This is where kudaya.com differently and better and more efficiently than our competitors. This is how we going to do that with Kudaya.com. Give the best Deal and options to the customers More flexible payment options Minimal time scale for the delivery Secure and package Very personalize services 24 hours call center SMS confirmation and deliver note Complaint management Adhere new information and product development

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4.2

Value Propositions Value = Benefits - Cost To create the icon brand amount the online consumers in Sri Lanka.

4.3

Major Messages

The Key massage to the audience is Login To Your Life This is where the kudaya.com is give the total satisfaction to their customers and meet the consumers all need and wants in very affordable manner

4.3.1 Major Messages for Customers This is how we going to capture the online business market in Sri Lanka
MAJOR MESSAGES FOR CUSTOMER SEGMENT #1 MESSAGE NAME and Core Message

Message Substantiation Customer satisfaction Customer relationships Consumer retaining

Login to surf your life

E marketing

To promote the Brand To promote the dealers To promote the coupon services

Coupon methods

Give the best benefits to the customer Get the best deals from the dealer Promote the local venders

Sri Lankan business models promotion

This is a truly Sri Lankan company Develop the Sri Lankan name abroad Get international Market

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Communications Vehicles Online mail complaining Google adds Social net working advertising ( Facebook and tweeter ) Billboards and vehicle branding SMS promotions Word of web

5.1

Communications Process and Vehicles for Customers

COMMUNICATIONS VEHICLES FOR CUSTOMERS Awareness Press tour Credibility Press mentions Interest White paper Preference Data sheets Selection Proposal Loyalty Real time data tracking reports Monthly or quarterly report summaries

Press releases and associated materials

Analyst quotes, references and mentions Customer segment #1 quotes and references Other customer segments quotes, references and mentions Folder Overview brochure

Interim proposal to create statement of work Primer

Feature and functionality presentation Statement of work for due diligence

Customer references

Analyst tour

Renewal kit: renewal proposal, 12-month summary report, etc.

Analyst materials

Press articles

Printed customer success stories

www.kudaya.com Conference trade floor participation

Analyst papers and presentations Conference speaker presentations

Capabilities brochure ROI tool

Executive biographies Overview presentation Web-based demo Introduction email Press and analyst reprints

Key:
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gray = Launch activities White = Post-launch activities

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6 Tactical Calendar This will show the advertising and promotion activities trough out the year

COMMUNICATIONS VEHICLES TACTICAL CALENDAR

Vehicle

Owner

[Month 1]

[Month 2]

[Month 3]

[Month 4]

E mail campaign Google Adds Social Networking Infortel Exhibition Vehicle branding SMS Promotion Billboards

Section A Section A -B Section A All Sections Section C Section A Section A

Corporate clients Trough the month Trough the month Only the July month Annual Annual Annual

Mass Market Trough the month Trough the month

Corporate and mass Trough the month Trough the month

Selected Group Trough the month Trough the month

7 Budget Kudya.com budget plan will be based on the Objective and task base and Percentage methods This will to achieve the 3 years time.

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COMMUNICATIONS VEHICLES BUDGET FOR

Vehicle Google adds E-mail INFORTEL Vehicle branding SMS Billboards

[Month 1] 50,000 15,000 1,000,000 500,000 15,000 70,000

[Month 2] 50,000 15,000

[Month 3] 50,000 15,000

[Month 4] 50,000 15,000

[Month 5] 50,000 15,000

15,000

15,000

15,000

15,000

Total

1,650,000

80,000

80,000

80,000

80,000

Evaluation Measures Use the Web base web traffic method

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From the web transaction Level

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Aligning Social Marketing Objectives with Corresponding Metrics

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9.0 Conclusions and Recommendation We recommend the above marketing communication plan to execute within this month (July) To get the attention from the public and other activities and use some strong KIP to measure the outcome.

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Appendixes:

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