GROUP MEMBERS:

HUMA RIAZ
15221001
TAJALA MAQSOOD
15221002
SAHER NAZEER CHEEMA
15221006

SUBMITTED TO:
SIR ABID
SUBJECT:
INTREGRATED MARKETING
COMMUNICATION

INTEGRATED MARKETING COMMUNICATION PLAN

OF MAGIC WORLD

Contents
EXCECUTIVE SUMMARY:.............................................................................................. 2
IMC OVERVIEW:........................................................................................................... 3
SITUTION ANALYSIS:................................................................................................... 3
COMPETATIVE ANALYSIS:............................................................................................ 3
TARGET AUDIENCE:.................................................................................................... 4
SWOT ANALYSIS:......................................................................................................... 6
IMC OBJECTIVES:........................................................................................................ 6
IMC STRATEGIES:........................................................................................................ 7
RESEARCH:................................................................................................................. 7
CREATIVE STRATEGY:.................................................................................................. 7
CREATIVE BRIEF:......................................................................................................... 8
WHAT IS THE BACKGROUNG OF THIS JOB?.................................................................8
WHAT IS STRETEGY?................................................................................................... 8
WHAT IS OUR TASK IN OUR JOB?................................................................................. 8
WHAT ARE THE COPERATE AND/OR BRAND POSITIONING?.........................................9
WHAT ARE THE CLIENTS OBJECTIVE FOR JOB?...........................................................9
WHAT DOES THE TARGET AUDIENCE CURRENTLY THIN/ FEEL ABOUT
ADVERTISEMENT?....................................................................................................... 9
WHAT DO WE WANT THE TARGET AUDIENCE TO THINK/ AND FEEL ABOUT
ADVERTISEMNT OF PRODUCT?................................................................................... 9
WHAT DO WE WANT THE TARGET AUDIENCE TO DO?.................................................9
WHAT IS SINGLE-MINDED PROPSTION?.......................................................................9
WHY SHOULD THE TARGET AUDIENCE BELIEVE THIS PROPOSITION?.........................9
HOW SHOULD WE SPEAK TO THEM?.........................................................................10
PROMOTIONAL MIX TOOLS:...................................................................................... 10
IMC BUDGET:............................................................................................................ 12
EVALUATION:............................................................................................................ 12

EXCECUTIVE SUMMARY:
The brand magic world for the first time, is arranging events in low level
schools, which include magician playing different attractive tricks.
To achieve the objectives we have introduced a slogan line Magic that
leaves you speechless. Which work as the binding element of the all
communication medium. It will further enhance the emotions of students.
The purpose of this IMC Plan is to work on current advertising position of the
brand by completely analyzing the school environment.

IMC OVERVIEW:
Integrated Marketing Communications campaigns are basically designed to
promote the magic show create awareness through different easiest
means of communication less expensive and reachable to our target
audience not a high level of project but it will create a good profit.
THEME:
Theme of magic show will be providing quality entrainment to childrens.
MISSION:
To provide a welcoming and entertaining environment.
VISION:
Earn a good amount of profit from every show.

SITUTION ANALYSIS:
Industry over view:
The education system in Pakistan is generally divided into six levels: Primary
education (for the age from 2.5 to 5 years); primary (grades one through
five); middle (grades six through eight); high (grades nine and ten, leading to
the Secondary School Certificate or SSC); intermediate (grades eleven and
twelve, leading to a Higher Secondary (School) Certificate or HSC);
and university programs leading to undergraduate and graduate degrees.
Business
Our business is about magic shows. We are going to conduct magic shows in
different type of schools. The purpose of this business is to entertain
students with different theme based magic activities.

COMPETATIVE ANALYSIS:
Competition includes:

Other entertainment school programs

Local magic shows
Other local entertainment shows

Competitive advantage

Theme based shows

Only in schools
Ability to develop content

Disadvantage

Price for shows

Target only middle class

TARGET AUDIENCE:
Segment 2
Demographic

Segment 1
Demographic

Age

4-10

Age

11-17

Income level

Income level

Occupation

students

Occupation

students

Geographic
Density

Geographic
Urban

Psychographic

Density

Urban

Psychographic

Social Class

Middle class

Social Class

Middle class

Life style

Dependent

Life style

Dependent

Behavioral

Behavioral

User status

Some time

User status

Some time

User rate

Medium

User rate

Medium /heavy

Benefit

Joyful feeling

Benefit

Joyful feeling

Age group

4-10

11-17

Accessibility

Large Enough

Profitability

Total

12

14

Strongly
disagree

disagree

Neutral

Agree

Strongly
Agree

We will mainly focus on schools in local areas small private schools we are
not target big brands like (L.G.S, BEACON HOUSE). We selected schools with
at least have 300 childrens strength main target audience are junior wing
(nursery to fifth) and senior classes students. Schools which we are
targeting are:

The nation Pilliot School

Global science school
Pakistan model school
Sir Syed public school
Sharazi public school

Demographic:
Childrens age from 4-10 years
Age 11-17 years
Psychographic:

Individuals at this stage of development are progressing through

the Belonging
All are students
Low income
Children are having no entertainment activities in their school.
Aim to provide a quality time to them

Over 300 student target audience in every school.

Geographic:
Gujranwala city
Urban areas.

SWOT ANALYSIS:
Strength:

Focused number of small sector Private School.

Superior, specialized magician.
Low cost

Weakness:

Lack of experience in organizing function.

Lack of Corporate Contacts.

Opportunities:

Conduct a good show so that we can attract more schools

Audience is above 300 students
Create a good income from low level school and then slowly go
to well know private schools
No direct competitors
School trends is going in different functions

Threats:

Little or no support from sponsors.

To sale large number of tickets.
Less schools corporation of show

IMC OBJECTIVES:
Increase traffic of students to make a big show

To create magic show awareness in targeted schools with cost

objective
Communicate our customers about the benefits of our show.
Motivate our target audience to purchase our products or participate in
activities offered in show.
Achieve our targets of sales and number of customers.
Inform our customers about the price of our products and also about
the different promotions and discounts

IMC STRATEGIES:

Increase word of mouth through different campaign so that different

school wants to have this show. Take our magic show project from low
level school project to high level through expressive and attractive
advertisement and generate money from there to have a big show.
Create an attractive image through integrated marketing
communication strategies.
Promote the attractive logo and slogan and distribute to different
targeted private schools printed penflits and flex material
Connect with school teachers and manage programs to generate
informational facetoface interactions with target audience, and made
good image of show
Utilize social media/ messing to generate word of mouth
Develop integrated creative concepts in all means of communications
promotional activities and direct marketing

RESEARCH:
In the initial stages of planning and development we did observational
research we observe the behavior of students. Our main focus was on our
past experiences and response of the students towards similar type of
activities. We have also discussed about products and marketing planning
with school management so that we can make and implement them
effectively.

CREATIVE STRATEGY:
Our purpose is to introduce our show idea to different schools principles
about our company magic world which means entertainment activities at
school, we will mention our brand name in both ways as mentioned above in
all the advertisement campaign and logo slogan material and communicate
to the target audience. In order to communicate the good image an
entertaining show will be held. How the products are beneficial, customers,
how to participate in a specific event, what are the possible cost for a
specific product and all other information which is essential for the customer
with regard to the awareness of show
Print Media
Sales Promotion
Personal Selling
Direct Marketing
Slogan:

Nice slogan which is attractive and catchy for the childrens and also
recallable like
Magic that leaves you speechless.

Logo:

CREATIVE BRIEF:
WHAT IS THE BACKGROUNG OF THIS JOB?
Introduction:

To make an Integrated Marketing Communications Plan for a newly launched

company, so that advertise the brand in proper manner and generate
sufficient revenue.
Advertising:
Advertisement is an important part of any company to run. The role of
advertising in this campaign is to create awareness about the events being
organized in detail so that customer would know.
WHAT IS STRETEGY?
Arrange an event in end of December. We have great focus on managing our
show in more than three schools. The magic show is based on quality tricks
with entertainment. Strategy is to be designed through which the company
can achieve its objective of maximum sales, is cost efficient and can
generate revenue.
WHAT IS OUR TASK IN OUR JOB?
Our task on this job is to create an effective and efficient marketing
communication plan which is cost effective and innovative
Our main focus is on creating brand awareness, sell tickets and ensure
that maximum people attend the show. We sell tickets in face to face
contact in schools, and broachers and flex are also distributed in these
areas.

WHAT ARE THE COPERATE AND/OR BRAND POSITIONING?

Basically brand positioning is position of the company in customers mind. As
this is a new company, we have to position it in customers mind.
WHAT ARE THE CLIENTS OBJECTIVE FOR JOB?
The objectives of are too aware people about this show. It is a new brand and
events would only take place for few days so all they want is a good IMC plan
which can create awareness in mind of people about the events, the plan is
cost efficient and is helpful for the company in generating sales.
WHO IS TARGET AUDIENCE?
The audience is only people of schools. Targeted audience from 4 - 17 year
students.
WHAT DOES THE TARGET AUDIENCE CURRENTLY THIN/ FEEL ABOUT
ADVERTISEMENT?
As it is a new show first time we are arranging it so people are not aware of
our brand we are working to build relations with schools, by arranging
meetings. Our mission is to show a good and professional image in the minds
of audience and they feel that what we are going to offer them an
entertaining show low price.
WHAT DO WE WANT THE TARGET AUDIENCE TO THINK/ AND FEEL
ABOUT ADVERTISEMNT OF PRODUCT?
The main purpose of these events is to provide entertainment to the
audience so that they could relax from school work and education. Enjoy
them to maximum.
WHAT DO WE WANT THE TARGET AUDIENCE TO DO?
We want the audience to come to the event and spread positive word of
mouth.
WHAT IS SINGLE-MINDED PROPSTION?
Single-minded proposition is referred to that single statement explaining the
meaning and theme of the company. Statement perfectly reveals the
meaning Magic that leaves you speechless.
WHY SHOULD THE TARGET AUDIENCE BELIEVE THIS PROPOSITION?
The company is arranging meetings to aware the management of the
schools about the show and the creativities ideas how we arrange the show

HOW SHOULD WE SPEAK TO THEM?

The modes of communication we have chosen are usually print media,
personal selling and internet marketing (face book). These all mediums
are used to create awareness and motivate customers to come.
The events are for entertainment of, so a good image is being created
about the events.

PROMOTIONAL MIX TOOLS:

Advertising:
Its a good opportunity for low level private school to have a entertainment
activity in their school it will create a smile to those childrens doesnt afford
to go to Amusements Park or these type of activities in a less amount ticket
with multiple tricks magic show. To create awareness, broacher with
complete information should be printed and one person will assigned to
distribute broachers and also they should be placed on walls of schools
outside the classes where students read them. Size will be (11*25.5 inches)

Ticket:

Flex or banner should be placed on the front wall of the school to have
parents attention. The banner or flex should be eye catching vibrant colors
and attractive magic images on them. Size (10* 5 feet .Create some theme
environment in a specific place of the schools where show will be held. First
get permission for dcor then build a simple creative idea by displaying some
creative charts, balloons, ribbons, clothes of different colors and beautiful
color decoration on the background theme so it will create an attractive look.
Personal Selling
Keep in mind that the broachers will be personally hand over to the students
by attaching to the dairy by teachers or handover to parents personally in
parents teacher meeting.
If you want to make your personal advertisement more attractive the person
who assigns to distribute the broachers he will be in a magician costume it
will create an attractive look and a image in the mind of people.
Publicity/Public Relations
To have a good attention of childrens some candies were also be given with
broachers and give away to students during magic show. For less cost we
just give small gifts like candies, pencils etc. in gift wrapping it will cost less
but made a good show
Sales Promotion
Sales promotions will help you to increase the traffic of students. Organize
one day to have free tickets, Make some attractive value adds like
discounted if you buy 2 tickets, or first limited students discount tickets
Direct Marketing:

Create word of mouth and through links of friends and relatives about
magical show so that a large number of people would come.Internet
Marketing
Make a Face book page which is most effective way of communication and
advertisement.

IMC BUDGET:
Flax
Ticket
Boucher
Total

Size
10 ft*5ft
2*4
11*25

Rate of one unit

10*5*15=Rs 750
Rs 2
Rs 4

total
3*750=2250
2*300=600
4*400=1600
4450

EVALUATION:

Focus on content of advertisement and impact on customers

Attitude and opinion
Physiological arousal