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9/9/2013

Integrated Marketing Communication Plan For The Dhaka Post.com

Submitted To:

Mr.Shahedur Rahman (SHU) Lecturer, School of Business,

North South University


Submitted By: Chowdhury Raisa Sultana TurjoMazumder S.M. Abraar Karim Nafi Bin Riaz Sami Ahmed Md. Saiful Islam 111-0139-030 111-0754-030 121-0033-030 122-1070-030 103-0587-530 111-0239-030

Letter of Transmittal
9th September, 2013 Mr. Shahedur Rahman (SHU) Lecturer, School Of Business North South University Sir, It is an immense gratification for us to put forward the report which you requested me to put in order to enhance our practical knowledge that you taught us in Promotional Management (MKT337) course. On the process of preparing this report, we have learned to prepare IMC plan for a new company. It has helped us to expand a lot of knowledge about advertisement, sales promotion, public relation and other IMC tools. This has farther enforced our confidence that the things we learned will be truly required in realistic existence, rather than text or definitions to be memorized and then over and done. If for whichever cause, you are unable to deduce anything, please do not pause to call us for clarification. I hope you will forgive any of our mistakes, lacking or inconveniences. Earnestly Yours,
_________________________ Chowdhury Raisa Sultana ID: 111-0139-030 ________________________ Turjo Mazumder ID: 111-0754-030 _________________________ S.M. Abraar Karim ID: 121-0033-030 Page | 2

_________________________ Nafi Bin Riaz ID: 122-1070-030

_________________________ Sami Ahmed ID: 103-0587-530

_________________________ Md. Saiful Islam ID: 111-0239-030

Acknowledgement
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We would like to express my deep gratitude towards Mr. Shahedur Rahman (SHU), Lecturer, North South University for giving me an opportunity to prepare such an assignment. We would like to thank Almighty Allah for giving us the patience and courage to compete the assignment within deadline. Through preparing this report we could realize the use of IMC tools in a realistic company. We are especially grateful to my faculty for this constant effort in this regard.

1. Executive Summary:.............................................................................................. 5 1.1. Introduction:..................................................................................................... 5 1.2. Cognitive Message:.......................................................................................... 5 Page | 4 1.3. Advertising Appeals:......................................................................................... 6 2. Consumer Promotion ............................................................................................. 7 2.1. Consumer franchise building promotion:..........................................................7 2.2. Types of consumer promotion .........................................................................7 3. Budgeting............................................................................................................... 8 4. Internet Marketing:................................................................................................. 9 4.1. Competitor ...................................................................................................... 9 4.2. Weakness and Threats..................................................................................... 9 4.3. Internet users (target market) in Bangladesh:.................................................9 4.4. So How Can We Aware People:.........................................................................9 4.5. Some internet marketing tools we are using..................................................10 5. Public Relation...................................................................................................... 11 5.1. Press Release: ............................................................................................... 11 5.2. Sponsorship: .................................................................................................. 12 5.3. Event Marketing: ........................................................................................... 12 6. Direct marketing:.................................................................................................. 12 7. Database Marketing............................................................................................. 13 7.1. Customer Relationship Management .............................................................13 8. Sales promotion:................................................................................................... 14 9. Reference:............................................................................................................ 15

Table of Contents

1. Executive Summary:
Dhakapost.com is a news portal website company that has been recently established. They provide quality news in their website
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1.1.

Introduction:

Advertising is the activity or profession of producing advertisements for commercial products or services. In marketing we can use three types of strategy they are cognitive, affective and conative. Cognitive strategy refers to the presentation of rational arguments or pieces of information to the customer. When a cognitive message strategy is used, the advertisement's key message is about the product's attributes or benefits of the product or service that is being advertised. Our company is thedhakapost.com which is a news portal website in Bangladesh. It is a new business so our primary target will be to create awareness among the online news reader and gain knowledge about our website. Based on this we will be carrying out our Integration Marketing Communication Plan (IMC) for the dhakapost.com

Awareness Knowledge

1.2.

Cognitive Message:

As this is a new web portal claiming superiority we need to deliver a message to our prospective subscribers. The unique massage will be a preemptive one and that is like: thedhakapost.com Stay Informed

1.3.

Advertising Appeals:

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Out of the seven different types of appeal we will be using rational appeal because rational appeal based on logic. People can take their time to grasp the information it will be ideal when we will be doing internet marketing. It involves enticing ads with logical deduction or reason why thedhakapost.com is the superior online news portal web site in Bangladesh. We can also play with the emotional appeal but for the time being based on our current scenario it will not be a wise decision to choose it, because our company thedhakapost.com is a newly company. People are not aware of this website, so once we achieved cognitive part later we will be doing emotional appeal as well.

2. Consumer Promotion 2.1. Consumer franchise building promotion:


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As Dhakapost are new in the market it needs awareness of the consumer. Consumer franchise building promotions are designed to increase awareness of and loyalty to a brand. The goal is to build a favorable image by pointing out unique features and selling points with reduced reliance on discount to entice sales. Many company leaders now recognize that a consumer promotion can be used to differentiate a brand from competitors one. Consumer franchise building promotion will help them differentiate their product from of competitors. This increased differentiation builds brand awareness and can improve brands image. Consumers who are exposed to franchise building promotion tend to develop higher level of brand awareness and stronger perception of brand equity. In terms of brand positioning, a company should use more franchise building promotion. We will be using consumer franchise building promotion for awareness about our website and strong positioning.

2.2.
Premium:

Types of consumer promotion

We will be giving self liquidating premium to our customers who will be giving advertisement in Dhaka Post for the first time. We are saying it self liquidating because wee will be giving some money less as premium to them as they will be our new customer. We will give them 20% less of the price they paid for advertisement as premium considering them as new customer and offering them some less as a result. Contests: We are offering a contest to the public to design an effective and attractive print advertisement for our website and from all of them we will be selecting the best which will meet our criteria and as a result we will award him with a prize money, moreover he will earn the respect of having his name in our print advertisement which he made.

3. Budgeting

IMC
Public Relations 10%

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Internet Marketing 25%

Advertising 30%

SalesProm otion 10% Sponsorship Marketing Direct 5% Marketing Database Marketing Personal Selling 5% 5% 10%

We have a budget of 10lakh taka to create an integrated marketing communication (IMC) for thedhakapost.com. At first we decided to allocate our budget under the eight heads of IMC tools. We decided the weight on each IMC tools based on our market strategy and appeals we will be using in order to lure the customer in our website. Now let us look more detail under Advertising, how are we going to invest and allocate the money. 10lakh taka 30% = 300,000 taka. We will be giving our advertisement some popular newspaper in Bangladesh. It will be in 3rd page, full color size (490x60).

4. Internet Marketing: 4.1.


Competitor

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www.banglanews24.com www.natunbarta.com www.thefinancialexpress-bd.com www.khulnanews.com (regional based) www.barisalnews.com (regional based)

4.2.

Weakness and Threats

We are new in the market. Strong competition.


Some of them are using both language (English and Bangla) whereas we are only using English.

4.3.

Internet users (target market) in Bangladesh:

Internet users are the target market of our website; specially internet users in Bangladesh. According to Internet World Stats there are 5,570,535internet users in Bangladesh (Dec,2011). It is almost 3.5% of the total population. So our target is very small in number compare to other countries. So our target would be conquering the most number of people. As it is a new website our first target would be to aware people about our website.

4.4.

So How Can We Aware People:

The answer is marketing. Now here the internet marketing part will be discussed. Functions of internet are: Advertising

Sales support Customer service Public relation E-commerce


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We will use Advertising and public relation.

4.5.

Some internet marketing tools we are using

Social Marketing:
Social Marketing means reaching your target audience and socializing with them online. Common techniques involve promoting business on Facebook, Twitter, forums, blogs and more. So we are going to promote our website in Facebook, twitter and other social networking sites like these. By Social marketing we get aware people about our site.

Affiliate Marketing:
Means promoting a product / service online for a commission. Involves finding good products to promote, building promotional content, promoting on search engines and more. We can promote good brands for commission. So that our site will be known to those people who search for the desired product.

Keyword Marketing:
Is finding right keywords to inject in your content, ads & website structure to reach and influence target audience. Involves searching niches, keyword generation, misspellings and more. We can use keyword for our site.

Article marketing:
Is publishing optimized articles on reputed websites, article directories and forums for more traffic and backlinks. Helps increase referral traffic and boosts rankings on search engines. So we can published optimized articles on reputed websites such as bdjobs.com

Blog Marketing:
Is building brand, traffic and quality link backs via promoting on influential blogs. Involves guest blogging, commenting on popular blog-posts and socializing with bloggers. For that we can promote on www.tunerpage.com,www.amarblog.com, etc.
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5. Public Relation
Public relations (PR) are the practice of managing the spread of information between an individual or an organization and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The aim of public relations by a company often is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions. Common activities include speaking at conferences, winning industry awards, working with the press, and employee communication. For making the image better, we can offer scholarships to the students who are not financially solvent. Dropouts students will get help from Dhaka Post financially. Cleanup of environment will be a good tool, as well as it will be very much cost efficient. Speaking at a seminar and interacting with the public is a good way to create image. The employee which will work in Dhaka Post will have a good relationship with the top level management.

5.1.

Press Release:

Press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something apparently newsworthy. Typically, we will mail, fax, and e-mail to assignment editors at newspapers, magazines, radio stations, television stations, or television networks. By doing this activity Dhaka Post will be able to gain the attention of the customers.

5.2.

Sponsorship:

It is one of the effective tools to increase the publicity of Dhaka Post. As an internet news firm, we can sponsor in any program with an educational institution, some business competition at the corporate levels, which will be inside our budget. As a result the firms visibility will increase. The companys image will be better too.
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5.3.

Event Marketing:

We will try to sponsor in any educational base or corporate base event which will help to brand recognition Events can boost morale for the employees who participate in or attend them. We will also try to sponsor some local events. This sort of event marketing will help us to increase publicity of our firm in the local community. Some reality show will also be a good choice to gain attention from the customers.

6. Direct marketing:
Direct marketing is the business of selling products or services directly to the public e.g. by mail order or telephone selling, rather than through retailers. Dhakapost is a news portal website that provide 24/7 quality news to its reader. In order to direct marketing we believe 60% of the direct marketing budget is used for prospection. 40% is directed towards retaining current customers.

Since our budget for direct marketing is quite small so we will be doing direct marketing through sms system. For example Our readers those who are interested to get the latest news they can go their mobile sms option > type thedhakapost Sports > then send it to 2525 number. Once dhakapost received the sms from our client through automatic system our reader will be notify latest update regarding sports related news.

7. Database Marketing
Database development is creating a database to support the overall company, IMC program and the total marketing effort. Dhaka posts website itself is the online searchable database for its customer. Dhaka posts website is a complete database to support the overall IMC program and the total marketing effort we are giving.

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7.1.

Customer Relationship Management

One of the newest trends in the application of data to the selling process is called Customer Relationship Management (CRM). And Dhaka post is selling its service through the database website so CRM is important for us. These programs of CRM are designed to build long term loyalty and bonds with customer through the use of personal touch facilitated by technology. CRM program go beyond the development of a database and traditional selling tactics. These even also include product or service modification to meet the needs of individual customers. CRM works best when customers have highly differentiated needs, Highly differentiation valuation or booth.

CRM has 3 Technological underpinning 1. Database technology, including the ability to analyze and map data. 2. Interactivity through websites, call center, and other means of contacting customers. 3. Mass customization technology, or the ability to customize a good or service to better meet a customer need.

Creating Customer Relationship Management requires four steps 1. Identify the firms customer- Identify the customer by using standard data collection techniques and the firms database which is the website.
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2. Differentiate customers in terms of their needs and their value to Dhaka Post-There are two CRM metric involved,

(i)The lifetime value-It is based on the idea that customers who generate profit throughout their lifetimes are more valuable than those who only make one visited. (ii) Share of customer- Means the potential value that could be added to customer lifetime value. 3 Interact with customer in ways that improve the cost efficiency and the effectiveness of these contacts- A company must provide what the consumer wants in a timely fashion so that neither the company nor the customer wastes time.

Customize some aspect of the goods and services being offered to the customer-Product or service should better meet the needs of the customer who in term rewards the company with long term loyalty. We try to provide service according to our customer want by using our database program where their long term purchasing habits are recorded.

8. Sales promotion:
For sales promotion we will be using both COGNATIVE & CONATIVE strategy. One of the most effective marketing and promotional methods for thedhakapost project are considered to be search engine optimization (SEO), search engine marketing (SEM),

social media optimization (SMO) and pay per click (PPC)


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We have located 10% of our budget on sales promotion that is 100,000tk of the allocated 1,000,000. Thedhakapost can use some of their sales person to generate awareness of their newly developed news site. They can offer their targeted groups an incentive by promoting After subscribing thedhakapost if there are 40 hits in a row by a particular reader then he\she might win two tickets for a movie During the time of news-hour of different TV channels if anyone visits the page maximum times then he/she might win a copy of the magazine named The ice today As Prothom Alo has got the most ratings we will put our maximum promotional works on this paper keeping up with the budget Viral marketing through Facebook shares will be another tool for our promotion Billboards with the tag line NOTHING BUT THE TRUTH in the major areas will be promoted Attracting the environment friendly people by stating that read online and save the planet Reader will not only get to read but also they can see the videos of the related posts in our page

9. Reference:
http://www.prothom-alo.net/V1/rate2009/
http://www.thedailystar.net/beta2/advertisement/ http://www.thefinancialexpress-bd.com/print_media.php http://www.allmedialink.com/wp-content/uploads/2013/04/2.jpg

http://allmedialink.com/ad-rate-print-media/

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