COMMUNICATION MIX

Butterfly Marketing Solution

12/7/2011

Submitted to: Sir Zeeshan Submitted by:

Binte Zainab Sundas Munir Anum Fayaz Iqra Butt Ramsha Naeem BT-08-17 BT-08-22 BT-08-26 BT-08-31 BT-08-61

Institute of Mangement Science

COMMUNICATION MIX
Plot:
The topic assign to our group was communication mix. We presented this topic through a skit. According to the skit there is a firm with the name Butterfly marketing solution . Customer of a firm comes to company and the company member helps them in providing them the best marketing solution of their firm.

Characters:
OWNER OF FIRM: Ramsha PRESENTER OF FIRM: Sundas and Anum CUSTOMERS: Iqra and Binte Zainab

Structure :
The presentation start showing the room, in which the owner of the firm working on the laptop and the presenters were discussing some queries. Then the customer enter in the room and they introduced themselves here the dialogue between the owner and the customer start. Customer: Assalaam o Alaikum Owner: walaikum salaam, please have a seat. Customer1: I am iqra Customer 2: I am binte zainab Owner: how are you? Customers: we are fine. Owner: how may I help you? Do you have an appointment? Customers: yes we have an appointment. Owner checks his schedule and ask Owner: Dazzling smile dentistry? Customers: yes.

Owner: Tell me some brief history about your self and your organization. Customers: by profession we are dentist, we have opened our own dental clinic here. And we want some marketing solution for promotion of our clinic. We have heard a lot about your firm so we are here so you may help us. Owner: thank you for your trust in us. Now please tell me what are your expectation form us? What you are looking for? Customers: we want to promote our clinic in Multan and want to spread it. Owner: we have made the plan for you. My presenters will give you the presentation regarding your options. Then owner ask her presenter Sundas to present Presenter then starts her presentation with the question Sundas: What is communication mix?(she ask the customer, according to them what it is) Then answer herself through 3 common people According to mr onel communication mix is photography, video editing, documentation ,according to ron it is prints, branding, graphic design and in last according to mr ojack animations, special effects is communication mix. Further she explain what are communication channels? Advertising Tele marketing Direct marketing Sales promotion Public relation Personel selling These six steps constitute what are communication channel. Sundas: now I will like to tell you the solution for Dazzling Smile Dentistry. Unified and affective marketing campaign. Market-ready, semi-customizable materials to push your message in the market and increase market awareness / share.

Prioritize communication medium. Quality of service is the ability to prioritize your customer and products.

Here the customer interepts and ask the question from the owner. Customer: I have a question. Owner: Yes, you may ask. Customer: what are the emerging tools for integrated marketing? Owner: Good question! Now a days email, social networking sites, sponsorship, conducting events are the most important tools of integrated marketing. Any thing else? Customer: No, I got it. Sundas: further I will explain what is integrated marketing? Data driven method of communicating with the customer. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. Integrated marketing include Promotional giveaways Direct mail Brouchers Website Email Social networking site Banners, bill boards. Then the firm next presenter Anum proceeds with the presentation. Anum: why boards and banners are helpful? Create a billboard and banner at the sight of your target customer so that they can see and will come to you. They have growing importance now a day. They create awareness to the people about their product Anum: what is direct mail?

The most frequently used medium for direct marketing is direct mail, an advertising discipline in which marketing communications such as real estate post cards, sales brochures and business booklets and mortgage door hangers are sent right to customers using the postal service. In developed countries like the US and UK, bulk rates allow marketers to send direct mail at lower rates than first-class mail, rendering direct mail a significant percentage of total postal volume. To qualify for third-class rates, direct mail marketers must use specific direct mail layouts and employ a direct mail house to sort in particular ways (reducing direct mail costs for handling). Direct mail enables the marketer to use various direct mail designs and direct mail pieces. In fact, an entire stratum within the direct mail industry deals with direct mail materials such as brochure paper and post card templates for direct mail printing. Anum: How we can promote through Broucher? The major advantage in leaflets is they are not constrained by space. They provide adequate space to express your ideas with striking graphics. Furthermore, leaflets are small in size and can be carried to homes creating opportunities for being read by more than one person. As the result it also gives adequate time to imbibe the message at the leisure time of each person at home. First and foremost, they are very handy. They can fit a pocket or diary or the purse of an individual. So even if they are distributed in streets, there are lots of chances for the individuals to carry them home. They can be distributed in many ways. They can be simply handed out in the streets or inserted in the newspapers or left in the postboxes. There are many more innovative ways of distributing leaflets. Anum: what are promotional giveaways? Promotional Products include merchandise items, corporate gifts, or any product that can be imprinted with your company logo for promotional use. Why should every company use Promotional Products? Because they work. Here's a short list of reasons why. Higher perceived value: promotional products have a higher perceived value, so when your clients/potential clients receive a promotional product they feel important to your company or organisation. Anum: How we can promote through website? Advertising your website is one of the most important factors in helping it to reach its online potential. Without advertising, your website will fail to attract the audience you are trying to gain, which will ultimately have a massive impact on your business.

However, to ensure you get value for money it is imperative that any online advertising you undertake for your website is cost effective and effective. A successful online advertising campaign will result in your website being found amongst the top 10 sites on all major search engines. Anum: How we can promote through social networking site? These days the social networking sites have become extremely popular among the youth as well as the professional people. Keeping in mind, the growing popularity of these sites and the effect it has and the benefits that it brings along, it can be easily predicted that its popularity is sure to grow much more. Some of the sites such as Friendster and MySpace are the two most popular sites that aim to build special niche for people who share common interests and passions. Whereas social networking sites such as Twitter and LinkedIn are more professionally related and help the business men promote their businesses. Anum: How we can promote through email? Email marketing is a form of direct marketing which uses email as a means of communicating commercial or fund-raising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. However, the term is usually used to refer to: sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business, sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately, adding advertisements to email messages sent by other companies to their customers, and sending email messages over the Internet, as email did and does exist outside the Internet After she tell the process of email promotion, customer ask another question. Customers: I have a question, what kind of medium should we use? Owner: well that entirely depend upon your resource availability, cost, market size, customer size. Customers: have another question, tell us about growing importance of IMC. Owner: well it is due to shifting from media advertising to multiple form of communication tools. Customers:

Owner: first you should be very clear about your objectives about your aim. Secondly, select the target market; thirdly, make strategy how to communicate with your target market. Then the owner asks Anum to continue with the ending. In the end presenter end the presentation with the marketing plan which we have suggested for dazzling smile dentistry through a video.

Conclusion:
Approaches and expression of marketing idea develop with the hope that it would be affective in conveying their ideas. Communication mix make 50% awareness in target market. It changes the behavior of potential customer by just communicating. To position dazzling smile dentistry into supportive dental clinic they have to do communication mix. Make a website, promote through facebook fan. Make a video regarding what is in their clinic and post it on youtube. Create billboard banners. At the very first year start to give giveaway customer will feel special. Because they believe why have a bad smile , if you want to look beautiful and attractive go to dazzling smile dentistry.