Report Integrated Marketing Communications 2022

Contents
Acknowledgement...........................................................................................................................6
Executive Summary.........................................................................................................................7
Company Introduction.....................................................................................................................8
.........................................................................................................................................................8
Q 01. Marketing Communication Environment and the Target Audience....................................10
1.1 Marketing Communication.............................................................................................10
1. Political Factors.....................................................................................................................10
2. Economic Factors..................................................................................................................10
3. Social Factors.........................................................................................................................11
4. Technology factors................................................................................................................11
5. Legal Factors.........................................................................................................................11
1.2 Segmentation.......................................................................................................................12
1.2 Target Audience..............................................................................................................15
Q 2. Promotional Tools and Promotional Activities.....................................................................16
1. Sales promotion.........................................................................................................................17
3. Direct Marketing........................................................................................................................18
4. Personal Sales............................................................................................................................19
6. Digital marketing:......................................................................................................................19
2.2 Budget Plan..........................................................................................................................20
Q 3. promotional tool and determine promotional objectives.......................................................21
3.1 Advertising..........................................................................................................................22
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3.1.1 Television Commercials...............................................................................................23
Q 4. Promotional Message...........................................................................................................25
Q 5. Promotional Schedule............................................................................................................28
Q 6. could measure the effectiveness of the campaign..................................................................30
References......................................................................................................................................35
Table 1: Budget plan.....................................................................................................................21
Table 2: schedule develop.............................................................................................................29
Table 3: Social Marketing Promotional Schedules develop..........................................................30
Figure 1: Company logo..................................................................................................................8
Figure 2: Product design poster....................................................................................................28
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Acknowledgement
I would like to express my sincere gratitude and appreciation to all those who always guided me
and gave me the possibility to complete Integrated Marketing Communications Report. I take
this opportunity to express my utmost regards to our respected lecturers Miss. Hansi ariyaratna
whose unparalleled knowledge, moral fiber and judgment along with their know-how, was an
immense support in completing this assignment report in a highly successful manner. I would
also like to acknowledge with much appreciate, especially my classmates have made valuable
comments for my report. I also specially thanks for my parents that who encouraged me and
about strengthening me at all the time.
Executive Summary
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The main purpose of this report is to understand promotional campaign for new product and
promotional tools, strategies with nature secret company new beauty product of "Nature secret
Acne flight cleanser" through integrated marketing communications.
This report further assesses the promotional mix and marketing communication environment
with pestl analysis and tools of integrated marketing in maintaining a tools and explains the how
to allocate the budget to this new product campaign.
firstly, here the company's new product of "Nature secret Acne Fight cleanser", explains how to
first assess nature marketing company's marketing communications environment and briefly
assess the target audience. Further, the tools used to promote the company's new product and It
describes how the company budgets allocation for each of these promotional activities.
Next, one of the promotion tools is selected and used to determine the promotion objectives for
the new product of nature secret. Next, this report will further design the promotional message
for the new product to be introduced by Nature Secrets through a selected one promotional tool.
This report further develops the promotion schedule of Nature secret company's new product
"Nature secret Acne Fight cleanser" and discusses ways to measure the effectiveness and
effectiveness of the campaign
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Company Introduction
Nature’s Secrets is the Sri Lanka’s largest herbal cosmetic manufacturing company which
operates in beauty and herbal cosmetic industry. Nature’s Secrets is really a blend of modern
cosmetics technology and ancient natural beauty secrets from the tropical island of Sri Lanka.
Nature’s Secrets manufactures 4 ranges of personal care products namely, general, platinum,
herbal heritage and salon & spa range. And they produce body care, face care, hair care and foot
care products for all types of skins and for both gender. Nature’s Secrets herbal cosmetics are
manufactured by Nature’s Beauty Creations (NBC) in Sri Lanka by maintaining ISO and
European recognized GMP standards.
Sri Lanka is one of the prominent countries in growing the herbals. NBC has created an herbal
garden which consists of over 500 varieties of medical plants around its high-tech factory,
making it an exclusive competence in the world and also established Sri Lanka’s only privately
owned Plant Research Centre dedicated to carrying out scientific research on precious medicinal
plants of Sri Lanka. Today Nature’s Beauty Creations takes pride in driving the herbal cosmetics
market in Sri Lanka. These genuine exotic herbal cosmetics of far superior quality and efficiency
are now being highly recognized in many countries. Nature’s Secrets products are currently
exported to Germany, Poland, Czech Republic, Maldives, Singapore, India, Bangladesh,
Ukraine, Kazakhstan, New Zealand, US, Finland and Hungary.
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Figure 1: Company logo

Vision
To create a global brand of herbal cosmetics from Sri Lanka by 2020.
Mission
To achieve product excellence and delight customers through total commitment to quality and
service, with a fusion of Sri Lanka’s own herbal heritage and modern cosmetology that offers the
best of nature for the benefit of people and the environment.
Q 01. Marketing Communication Environment and the Target Audience
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1.1 Marketing Communication
Marketing communications refer to the strategy used by a company or individual to reach their
target market through various types of communication. Marketing communication includes
Advertising, Sales Promotion, Public Relations, Personal Selling, Publicity, Direct Marketing
etc.
Through PEST analysis “Nature Secrets” address its macro environmental factors that
contributes to business to distinct in the global consumer market
1. Political Factors
One of the biggest environments that can cause nature secret company to alter new launching
company beauty product of “Nature secret Acne Fight cleanser”, ads, or even company overall
brand perception is a country’s political views. While we like to think of the Internet as a global
space, the social media and search engine platforms popular in company's local market may not
be the same as another country.
2. Economic Factors
The economic factors of PESTLE nature analysis are as follows:
The exchange rates of different currencies affect production and profit-making capacity. nature
secret company The growth rate of the GDP of the countries selling the new product "Nature
secret Acne Fight cleanser" indicates the potential growth rate of pigeons in that market. Rising
import rates in other countries may disrupt the overall supply and demand of pigeons
3. Social Factors
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Nature secret Acne Fight Cleanser The following are the social factors influencing PESTLE
analysis: With Nature Secret, this innovative "Nature secret Acne Fight cleanser" appeals to
people to look beautiful from the inside out. Nature secret Acne Fight cleanser PESTLE
It appeals to women to take steps to take care of their acne-free skin outside of their
routine.Cosmetics and beauty are more popular with women than men.Thus, advertising is
primarily aimed at women. Race, color and caste do not matter at all.It is more appropriate to
segregate the population based on market-based financial gains.
4. Technology factors.
The technological factors in the PESTLE Analysis of "Nature secret Acne Fight cleanser’ are
mentioned below:
Technology is ever growing. There is new innovation in the field of IT, chemical composition of
the product, design of the product with each passing day. If nature secret as a brand is not able to
keep in pace with these technological changes then the product may lose its customers. The
technological advancements reduce the overall cost of the product, attracts more crowd,
increases the profit directly.
5. Legal Factors
Following are the legal factors in the nature secret Company "Nature secret Acne Fight cleanser
“legal factors PESTLE Analysis:
Nature secret as a product has its own intellectual property rights to protect. The technological
and product level development should be protected well within the law. Other way round nature
secret cannot just use other brands chemical composition to make a hybrid product. Various
countries that operate have their own tax policies. Wrongful promotion of the product can lead to
penalty. Any harmful warnings should be displayed on the product itself.
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1.2 Segmentation
There are three ways to classify what the customer wants. It is known as needs, wants and
demands. However, to decide the needs, wants and demands, you need to carry out segmentation
first. And in segmentation, the first step is to determine which type of customer will prefer your
products. Accordingly, that customer will be from your targeted segment. Once you decide the
product you are going to make, then you decide on the market segmentation. There are 4 types
of segmenting, such as Demographics, Behavioral, Psychographic, and Geographic
segmentation.
1. Demographic segmentation
It is one of the simplest and widest type of market segmentation used. Most companies use it to
get the right population in using their products. Segmentation generally divides a population
based on variables. Thus demographic segmentation too has its own variables such as Age,
gender, family size, income, occupation, religion, race and nationality.
Thus in this case, the segmentation is being done on the basis of earnings which is a part of
demography. Similarly, Age, life cycle stages, gender, income etc. can be used for demographic
type of market segmentation.
 Sporty women above 20 years who are conscious about skin care suffering for acne.
 Working women who lives in urban and in dry zone areas who are exposed to dusty
environment.
2. Behavioral segmentation
This type of market segmentation divides the population on the basis of their behavior, usage and
decision making pattern. For example – young people will always prefer “Nature secrets” new
product of "Nature secret Acne Fight cleanser" as a acne cleancer/beauty care, whereas sports
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enthusiast will use Lifebuoy. This is an example of behavior based segmentation. Based on the
behavior of an individual, the product is marketed.
 Women who looks for quality products to use daily as their skin care products.
 Women who lives in cities with high pollution rates.
 Women who suffering for acne
 Women who prefer natural ingredients for their skin care products
3. Psychographic segmentation
Psychographic segmentation is one which uses lifestyle of people, their activities, interests as
well as opinions to define a market segment. Psychographic segmentation is quite similar to
behavioral segmentation. But psychographic segmentation also takes the psychological aspects
of consumer buying behavior in to accounts. These psychological aspects may be consumers’
lifestyle.
 Women who are working in an urban area above the age of 20 with a sporty life style
who are exposed to dusty environment and acne skin.
 Women who are interested in having clean and clear skin
4. Geographic segmentation
This type of market segmentation divides people on the basis of geography. Potential customers
will have different needs based on the geography they are located in.
 Women who lives in urban areas with dusty and dry environment and acne skin.
All these segmentations are not yet covered by the other competitive products. They mainly
focus on the smoothness and white skin. But “Essence” acne control face wash by “nature
secrets” covers all these segmentations and it focuses on giving clean and fresh skin while
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working as a moisturizer for all consumers of this product. But the most accurate segmentation
from above will be,
 Women who suffers from acne problems
 Women who are working in an urban area above the age of 20 with a
sporty life style who are exposed to dusty environment.
These segmentations can be identified through a primary investigation and therefore no need of
further researches and conducting surveys. And this will be cost effective for the company.
Moreover, it can be easily marketed to the consumers. Today, the reach is high but still
geographic segmentation principles are used when you are expanding the business in more local
areas as well as international territories.
Geographical Demographic Behavioral Psychological
•Women who lives
in urban areas with
dusty and dry
environment.
•Sporty women
above 20 years who
are conscious about
skin care and
suffering for acne.
•Working women
who lives in urban
and in dry zone areas
who are exposed to
dusty environment.
•Women who
looks for quality
products to use
daily as their skin
care products for
acne.
•Women who
prefer natural
ingredients for
their skin care
products
•Women who are working
in an urban area above the
age of 20 with a sporty life
style who are exposed to
dusty environment and
acne skin.
•Women who are
interested in having clean
and clear skin
Figure 1
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1.2 Target Audience
A target market refers to a group of potential customers to whom a company wants to sell its
products and services. This group also comprises of specific customers to whom a company
directs its marketing efforts. A target market is one part of the total market for a good or service.
Target market involves breaking a market into segments and then concentrating your marketing
efforts on one or a few key segments consisting of the customers whose needs and desires most
closely match your product or service offerings. It can be the key to attracting new business,
increasing your sales, and making your business a success.
The target group of “Essence” is particularly women above 18 years. The brand target women of
all ages, shapes and sizes. Women who are concerned about skin care and belong to middle
income groups who would spend a fair amount for a good quality product. “Essence” wants
every woman to believe on “Natural beauty and empowered women”.
Primarily “Essence” targets working women who do not have much time for skin and thus, will
be inclined towards a product which has both moisturizing and cleaning properties. These
working women in the age group 21-35 have purchasing power for quality product as well.
These working women with sporty life style always exposed to dust and sun and they always
want to be ready, be it at work or at home. Client’s presentations, hectic work schedules, long
working hours and deadlines are a part of their daily routine.
The reason for choosing this target market is because this is a product which has competitive
advantages. Target market can determine which media is the best fit for advertising. It is easy to
engage in the marketing activities that will likely have the greatest impact on their audiences.
These educated working class women has the ability to purchase this product and they are easily
approachable and they are the high potential customers. We know our target market and whom
we are communicating with, and their issues, therefore we can provide clear-cut solutions to their
problems. This will go a long way towards persuading our target market to choose our product
over others.
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Q 2. Promotional Tools and Promotional Activities
For effective promotion of any product or service, there are a number of marketing promotional
tools that can be utilized in a promotion program. These should be applied carefully according to
the given circumstances because every promotional tool is suitable for certain circumstances.
Introduced by the "nature secret" company, this "Nature secret Acne Fight cleanser" is used few
promotional tools to promote this new beauty care that focuses on acne.
1. Sales promotion
These Promotional tools include sales promotion which further contains a broad assortment of
elements like
 Coupons
 Cent-off Deals
 Premiums
 Other Tools
The tools of sales promotion are applied to boost sagging sales by attracting the customers and
offerings of distinct incentives of purchase. Using this promotional tool to promote sales,
"Nature secret Acne Fight cleanser" generates a quick response to the latest products. If
advertising is related to "buying our product", then sales promotion means "buy the product
now".
In the short run, sales promotion can be regarded as an effective promotion tool, but in the case
of the long run it is not favorable in developing long-lasting
2. Public Relation
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Company cannot survive in isolation they need to have a constant interaction with customers,
employees and different stakeholders. This servicing of relation is done by the company public
relation office. The major function of the public relation office is to handle press releases,
support product publicity, create and maintain the corporate image, handle matters with
lawmakers, guide management with respect to public issues.
Accordingly, nature secret company explores ways in which public relations marketing
converges with marketing and public relations functions. Thus, the direct responsibility of
Marketing Public Relations (MPR) is to support corporate and product brand activities.MRP will
also be used to support corporate and product brand activities in the new product "Nature secret
Acne Fight cleanser".
MPR is an efficient tool in building awareness by generating stories in media. Once the story is
in circulation MPR can establish credibility and create a sense of enigma among sales people as
well as dealers to boost enthusiasm. MPR is much more cost effective tool than other
promotional activities.
3. Direct Marketing
The communication establishes through a direct channel without using any intermediaries is
referred to as direct marketing.Direct marketing can be used to deliver a message or
service.Accordingly, the direct marketing of nature secret company has shown a huge growth in
recent years.The Internet has played a big role in this growth story.Direct marketing saves time,
makes the experience personal and pleasant .Using such direct marketing, the marketing of the
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"Nature secret Acne Fight cleanser" for acne, which is introduced in harmony with nature secret,
further reduces the cost to the nature secret company.
4. Personal Sales
People use personal sales to develop relationships with targeted audiences to sell products and
services. Thus, the latest "Nature secret Acne Fight cleanser" introduced to Acne by nature secret
demonstrates how to deal with personal sales face to face, understand customer needs and value
a product or service.
5. Advertising
Any paid form of presenting ideas, goods, or services by an identified sponsor. Historically,
advertising messages have been tailored to a group and employ mass media such as radio,
television, newspaper, and magazines. Advertising may also target individuals according to their
profile characteristics or behavior; examples are the weekly ads mailed by supermarkets to local
residents or online banner ads targeted to individuals based on the sites they visit or their Internet
search terms.
6. Digital marketing:
Digital marketing covers a lot of ground, from Web sites to search-engine, content, and social
media marketing. Digital marketing tools and techniques evolve rapidly with technological
advances, but this umbrella term covers all of the ways in which digital technologies are used to
market and sell organizations, products, services, ideas, and experiences.
2.2 Budget Plan
Marketing Budget Plan
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Category
Estimated Estimated
Cost Per
Unit
Estimated
SubtotalQuantity
Research
Research firm fees 3 $2,000.00 $6,000.00
Web research 3 $2,000.00 $6,000.00
Independent research 3 $500.00 $1,500.00
Other research 4 $350.00 $1,400.00
Research Costs Total $14,900.00
Communications
Television 7 $4,500.00 $31,500.00
Radio 10 $200.00 $2,000.00
Web 2 $3,000.00 $6,000.00
Communications Costs Total $39,500.00
Networking
Memberships 4 $70.00 $280.00
Affiliations 5 $80.00 $400.00
Subscriptions 6 $100.00 $600.00
Networking Costs Total $1,280.00
Product giveaways 50 $9.00 $450.00
Product discounts 300 $4.00 $1,200.00
Special offers 200 $3.50 $700.00
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Promotions Costs Total $2,350.00
Advertising
Mailings 16,000 $1.50 $24,000.00
Television 50 $150.00 $7,500.00
digital Marketing 110 $70.00 $7,700.00
Advertising Costs Total $39,200.00
Public Relations
Advertising 3 $200.00 $600.00
Employee promotions 6 $150.00 $900.00
Sponsorships 4 $300.00 $1,200.00
Public Relations Costs Total $2,700.00
ESTIMATED MARKETING GRAND TOTAL $100,000.00
Table 1: Budget plan
Q 3. promotional tool and determine promotional objectives
3.1 Advertising
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Advertising is a way of communication. It is a marketing tool that carries a large number of
messages about products or services, price, and so on. The advertisement is used to influence and
inform people about any service or product in the market.
Advertisement is connected with TV, radio, banners, and newspapers. Any means of
communication can work for ads. In the 19th century, the pattern of advertising showed a
definite change in the direction of hard selling. Advertising received a boost with the growth of
trade and commerce.
he promotion of the new product "Nature secret Acne Fight cleanser" introduced by nature secret
is to show how it affects the target market and the buying decisions and buying behavior of the
customers through various marketing and promotion methods.
With nature secret nowadays, what is needed is to run, plan and execute an effective advertising
campaign. It is always dynamic and fluid, apart from the competition in the market. Thus, with
nature secret, you need to have a 360-degree advertising and marketing plan to ring their cash
register and get it done.
From the use of traditional promotional methods to the selection of digital media and social
media channels, the latest fury of the present era; "Nature secret company must have an optimal
and complete advertising plan.
Methods of Advertising
 Print advertisements
Print advertisements are the most conventional and traditional ways of Advertising and are still
considered as a vital marketing and promotional tool. Though, it is facing the heat and losing its
pace owing to the various digital and social media channels.
But Nature secret company largely uses advertising as a critical means of launching and
promoting its new products and services. They select popular newspapers, magazines and
periodicals to advertise their offers and reach a targeted audience.
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 Digital marketing
digital media and marketing initiatives are taking over the world of Advertising as it has become
one of the fastest media to reach the target audience. And the main reason behind the same is that
each one us are hooked on the various social media channels such as WhatsApp, Facebook,
Instagram, LinkedIn, and more all day long. They are used for connecting, networking, dating,
shopping, and more bringing in the change in our daily lives.
3.1.1 Television Commercials
Just like print advertisements, even television commercials are one of the most primitive and
traditional ways to market and promote the product and service offerings. Plus, they are also one
of the most expensive tools of Advertising as the commercials are charged at a per ten seconds
basis. Thus, nature secret company chooses mainly for TV commercials because it has a wider
audience base to capture and target.
Marketing communication is key to competing effectively, particularly in markets where
competitors sell essentially the same product at the same price in the same outlets. Only through
marketing communications may an organization find ways to appeal to certain segments,
differentiate its product, and create enduring brand loyalty. Remaining more appealing or
convincing than competitors’ messages is an ongoing challenge.
Organizations may conduct many types of IMC campaigns, and several may be run concurrently.
Geographically, a firm may have a local, regional, or national campaign, depending upon the
available funds, objectives, and market scope. One campaign may be aimed at consumers and
another at wholesalers and retailers. Different marketing campaigns might target different
segments simultaneously, delivering messages and using communication tools tailored to each
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segment. Marketers use a marketing plan (sometimes called an IMC plan) to track and execute a
set of campaigns over a given period of time.
Our objective is to cover a larger portion of the people through promotional methods. Therefore,
as our promotional tools, are using TV advertising and online advertising as our main platforms.
Through digital marketing we can reach into a larger number of individuals, and can create
awareness and brand image easily. To specify our goals we are using S.M.A.R.T objectives with
the marketing strategy.
S – Specific
M – Measurable
A – Achievable
R – Realistic
T – Time-related
In order to achieve the desired outcome of “Nature Secrets” new product of "Nature secret Acne
Fight cleanser", promotional activities should be conducted under SMART objectives.
Specific: this focuses on how Nature secrets going to increase the awareness about the new
product of "Nature secret Acne Fight cleanser" that we have introduced, through digital
marketing. Therefore, mainly we use social media and websites. Through this we are hoping to
increase the brand awareness and increase social media followers. Develop a strong digital
marketing campaign through social media and Nature Secret websites as well as other platform
in order to reach customers from other countries.
Measurable: this is about setting milestones to increase opportunities to re-evaluate and course
correct as needed in order to achieve our goals. In order to develop sales and attract new
customers at what time and how Nature Secrets is going to allocate their resources are discussed
here. Making social media posts and encouraging people to try out the product.
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Achievable: this is about setting goals where you can reasonably accomplish and helps to keep
motivated and focused. These goals are basically conducted under marketing teams and sales
teams of Nature Secrets.
Realistic: setting up realistic and relevant that the Nature Secrets can achieve. This states how
we are going to allocate our resources and the techniques that we are going to use in order to
increase awareness and sales the goals of bringing new customers can be achieved through
increasing awareness and which in return helps to increase over sales revenue.
Time-related: this helps to prioritize the end goal and to earn profit by increasing customer base
through marketing activities. And the day that the new product should be ready to launch to the
public.
Q 4. Promotional Message
Advertising is defined as any form of paid communication or promotion for product, service and
idea. Nature secrets have selected and decided on their appropriate promotional tool as online
and TV advertising. Successful approaches lead to the development and maintenance of good
company-customer relationships. They promote a company’s brands to potential clients,
convincing those people that it is in their best interest to try the new product or service. The
overall effect is that the company enjoys an increased profit margin, which is the primary reason
for engaging in most entrepreneurial activities.
When using online marketing Nature secrets using the pull strategy, with Pull strategies,
marketing efforts are ultimately directed at the consumer or end user and are loaded with a lot of
promotional offers to support the campaign such as; contests, coupons, free samples etc. If
companies add on advertising into this strategy then the cost of marketing associated with this
approach can usually be quite high.
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Characteristics of a Pull strategy;
 The product demand as high
 It’s possible to differentiate the product on the basis of real or emotional features
 Brand consumers show a high degree of involvement in the product purchase
 There is reasonably high brand loyalty
 Consumers make brand choice decision before they go to the store
The advertisement for the new Nature Secret product is used for online advertising and TV
advertisements. When customers search for "Nature secret Acne Fight cleanser" with natural
products our advertisement will pop up on the screen. With giving details and expert reviews on
it. And people can find more information on the product by simply visiting our Nature Secrets
official web page and also they can always reach out to our customer service for more
information.
Online marketing includes a wider range of marketing elements than traditional business
marketing due to the extra channels and marketing mechanisms available on the internet.
Online marketing can deliver benefits such as:
 Growth in potential
 Reduced expenses
 Elegant communications
 Better control
 Improved customer service
 Competitive advantage
This type of marketing campaigns involves using different social media channels like Facebook,
Instagram, and websites and other social media platforms. For
Through the Line advertising involves the use of both ATL & BTL marketing strategies. The
recent consumer trend in the market requires the integration of both ATL & BTL strategies for
better results. Through this Nature Secrets can communicate directly to their consumers, this
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marketing involves marketers to create marketing campaigns which include both ATL & BTL
strategies. It refers to 360-degree advertising where campaigns are developed with the vision of
brand building as well as conversions. Sometimes above the line strategies are used to execute
their direct marketing strategies. This too comes under TTL marketing.
Figure 2: Product design poster
We offer our clients a natural cleansing product that has a calming effect and helps to get rid of
our acne. This is a product made from aloe vera extract and other natural herbal ingredients.
Therefore, people with acne prone skin can take advantage of the "Nature's Secret Acne fight
cleanser" product developed by Nature Secrets.
Q 5. Promotional Schedule
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Promotion Schedule can be understood as a calendar to display planned and actual promotional
events that are arranged by a company to support and boost up its sales. Such a schedule should
embrace promotional sales goals, promotional activities and promotional assignments. By use of
this schedule a company can manage its promotional efforts in a long-term prospective.
The beauty of social media marketing is that it can improve both your public relations and
content marketing, simply by asking for a response. To generate feedback and promote
engagement on social media, include a question with your content that compels readers to
respond. Questions are a great attention grabber, and help foster a community of connection that
results in more effective social media promotion.
TV channels TV programs Time Slots Number of times
Hiru Tv  News
 Lunch time movie
1:00 – 1:30 PM
1:30 – 4:00 PM
2
4
Swarnawahini  News
 Lunch time movie
12:00 – 12:30 PM
12:30 – 4:00 PM
3
5
Derana  News
 Lunch time movie
12:30 – 1:00 PM
1:00 – 4:30 PM
3
6
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Sirasa  News
 Lunch time movie
12:15 – 12:30 PM
12:30 – 4:30 PM
2
5
ITN  News
 Lunch time movie
12:30 – 1:00 PM
1:00 – 4:00 PM
Table 2: schedule develop
Social Marketing Promotional Schedules
Content Brief description Language Time Status
Creating
awareness
How Acne caused
Solutions for ‘Nature secret
Acne Fight cleanser’
English/sinhala 1.00 pm
3.00 pm
5.00 pm
9.00 am
10.00
pm
Scheduled
Introduction Acne clearing face wash and
its benefits
English 6.30 pm
7.30 pm
9.00 pm
1.00 pm
10.00 am
Scheduled
Paid Advertising New Anti-acne face wash English Scheduled
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Campaign with Aloe Vera extract.
Table 3: Social Marketing Promotional Schedules develop
Q 6. could measure the effectiveness of the campaign
 Define Company Marketing Campaign and How Company Will Measure Success
Nature secret Company running a marketing campaign across multiple digital platforms to push
new beauty product of "Nature secret Acne Fight cleanser” to market. For this company using
email marketing, content marketing, social media and digital advertising to drive new prospects
to a specific landing page on company website. nature secret company have a well-designed
landing page and a simplified lead capture form that is sure to increase conversions However, the
company know it is not enough just to convert so company need more.
Marketing effectiveness productivity for this business is measured by the increase in short-term
and long-term revenue and the cost of acquiring secret company customers by nature. It is easy
to determine short-term income increases. However, it will have a little more to do with the long-
term impact on revenue. The good news is that company already have some answers.company
existing marketing data tells to the company what the typical reordering time is with new
customers during a given month, quarter, and year. Constantly enriching that data improves its
accuracy and makes it more relevant. In fact, the more up-to-date nature secret company new
beauty product marketing data is, the more accurate company analysis will be.
Nature's Secret Company knows how effective customer retention strategies are and what the
value of the company's customer life is for specific customers. Each of these plays a role in
defining marketing effectiveness productivity, as it helps determine the short-term and long-term
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effects of the "Nature secret Acne Fight cleanser" for acne that you are introduced to through
your marketing campaign.
 Define company Marketing Channels
It would be easy if nature secret company could just focus this analysis on one market channel
for the new beauty product of "Nature secret Acne Fight cleanser". However, that is simply not
possible. It is a guarantee that existing customers will buy this new beauty product just as easily
as any newly-converted lead. Therefore, company need to itemize the marketing channels for
this campaign so that company can truly define marketing effectiveness.
Existing Customers / Direct Customers: Fortunately, the company does not have to concern
about the cost of lead or the cost of acquiring customers. in fact, the closure of existing
customers may only involve a single email business or part of content marketing.
Paid Search: Driving targeted traffic to the company landing page via digital advertising is
crucial for companies to move away from the production area. With digital advertising, the
company will want to know how much money is spent each month and how many translations
are generated and how many customers come from those conversions. Again, it’s not just about
the company’s lead and conversion costs. It’s about how much it costs to finally get a customer.
Email Marketing: This is a digital strategy that can be divided according to market segment,
customer segment or buyer personality. The company can determine the success of an email
business by comparing click-through rates, incremental rates, and conversions. Focus on how
well the company call-in action works with the new beauty product "Nature secret Acne Fight
cleanser" in the company's email business.
Content Marketing: If company content is well structured, engaging and interesting, then your
call-to-action should lead to an easy conversion. If not, then make the appropriate changes.
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Social Media: company can easily determine how many inquiries resulted from social media and
how many leads came from gated content on social media for new beauty product of “Nature
secret Acne Fight cleanser”. Now company need to determine how many leads were converted
and how many conversions became customers.
 Capital Expenditures by Marketing Channel: Key Performance Indicators (KPIs)
Tracking nature secret company capital expenditures by marketing channel is critical to
determining company new beauty product costs of customer acquisition.company key
performance indicators (KPIs) play a vital role here. For instance, company know what an
acceptable click-through-rate is on each of company marketing channels based on how those
channels performed for nature secrect company in the past.
nature secret company can break down company's KPI by week, month, or quarter. At each step,
you are enriching company data and cross-referencing it against past performance to make sure
your marketing campaign is on track. company's KPIs allow company to track how much traffic
is generated by channel, how many conversions occur, and how long it takes to turn those
conversions into paying customers.
company now defining company costs of traffic generation, company costs of conversions, and
the company cost of customer acquisition for each of your marketing channels. company using
company's KPIs to make sure company are on track and company cross-referencing and
enriching company's marketing data at every step.
 Customer Life-Time Values: Short-Term and Long-Term Impact on Revenue
The short-term impact on revenue from company campaign is easy to define. Take the number of
new orders received from new beauty product of “Nature secret Acne Fight cleanser" multiplied
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by the number of new customers won. However, it is the long-term impact that will determine
the overall success or failure of this campaign. That calculation is a little more involved.
Calculating CLV: The simplest way to calculate CLV is to multiply the average profit
contribution annually per customer by the average number of years those customers buy from
nature secret company business. company costs of customer acquisition are then deducted from
this total to give company company's CLV.
Customer Retention Rates: nature secret company knows how to keep customers coming back
for more. company are able to keep 50 percent of all new customers’ company win.
Determining long-term returns on revenue involves calculating customer life-time value (CLV)
and accounting for company new product customer retention rates.
 Measuring company Campaigns
Once company have done the planning for how you will track and measure your marketing
campaign as well as set the parameters for it, and then it is time for the actual tracking to take
place once company campaign has gone into effect. measuring company “search” marketing
performance – Google Analytics is very necessary to measure traffic and other data that has to do
with the traffic pertaining to company website, but it alone is not enough anymore. Here are
some other things that pertain to search functions that are very relevant to marketing strategy.
 SEO Position – For years nature secret have been obsessed with site ranking but that is
starting to change as search engines like Google are constantly changing the way
searches are done when using them. But make no mistake about it; SEO ranking is still
very important for company.
 Pay-per-click ads – This is best done by what is known as ‘Dynamic Number Insertion’.
It is a code that is imbedded into a webpage that will help you to track conversions from
all of company's tracking resources.
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Measuring the Effectiveness of company Social Media Marketing – nature secret company social
media site have built-in analytics that helps to customers track the effectiveness of company new
beauty product of “Nature secret Acne Fight cleanser" posts and other messages that company
put on them.
Measuring Print Ads and Other Media – This is done by making a dedicated webpage on
company site that can only be linked out of so company know what the source for those links
are. Setting up tracking URL’s is also a good way of doing this type of thing.
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References
https://courses.lumenlearning.com/marketing-spring2016/chapter/reading-integrated-
marketing-communication-imc-definition/#:~:text=In%20today's%20marketing%20environment
%2C%20promotion,on%20customers'%20perceptions%20and%20behavior.. [Online].
https://learn.marsdd.com/article/what-is-marketing-communication-marcom/. [Online].
https://managementstudyguide.com. [Online].
https://www.courses.lumenlearning.com/. [Online].
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