Strategic Marketing Communication Report: Rimmel London Lipstick in UK

This report provides a comprehensive analysis of Rimmel London's marketing communication strategies, focusing on their lipstick products. It begins with an overview of Rimmel London, its product range, and a specific focus on their lipstick offerings, including a targeted market profile within the UK. The report then evaluates the characteristics, features, and effectiveness of various communication tools employed by Rimmel London, such as SEO, email marketing, and online advertising, supported by relevant marketing theories. A strategic marketing communication plan is developed for the UK market, incorporating the STP (Segmentation, Targeting, Positioning) model and the AIDA model to enhance marketing effectiveness. The report examines how these communication elements apply in a global context, offering insights into how Rimmel London can optimize its marketing efforts and achieve its objectives.

MARKETING
COMMUNICATION

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
1. Description of organisation and their wide range of products and analysis on specific product
along with profiling of targeted market............................................................................................3
3. Strategic marketing communication plan to market the product in UK.......................................8
4. Develop a marketing communication strategy and evaluate how all the elements of
Communication process do apply in global context. Also provide relevant marketing theory......11
CONCLUSION..................................................................................................................................14

INTRODUCTION
Marketing Communication is the process which is adopted by the company to convey the
information of their product and brand they sell and deliver the relevant information to the
customers directly or indirectly, so that the buyers buy their product. This report is based on the
Lipstick products offered by Rimmel London, which is one of the leading body and personal care
organisations of the world. They offer different beauty and cosmetic products in retailing sector, and
were established in 1834, by Eugene Rimmel. In this report, a study will take place on the lip care
products like lipsticks offered by Rimmel London along with their profiling of targeted market.
Also, explanation will take place about the communication tools Rimmel London can use for
promotion of their Lipstick product along the characteristics, features and effectiveness of these
tools1. Later on, a strategic plan for marketing communication will get designed for marketing of lip
care products in UK with the help of specific marketing theories. Also, marketing communication
strategy for them will get discussed, which will help them in evaluating that how different elements
of communication process get applied in global context.
TASK 1
1. Description of organisation and their wide range of products and analysis on specific product
along with profiling of targeted market.
Rimmel London is one the biggest organisation in the world, which deals in retailing of
beauty and cosmetic products. They have headquarters in London, England, United Kingdom. It
was founded in 1834 by Eugene Rimmel and they deal in wide range of products in beauty and
personal care and cosmetic products.
Rimmel London is very much popular and trusted brand due to the products and services
offered by them. They use to provide different products for body and beauty like, Rimmel extra-
long lash mascara, Rimmel stay matte pressed powder, Rimmel wake me up foundation, rimmel
colourist mascara, wide variety of lipsticks and many other2. They are much popular for their lip
care products, which have very wide range of variety offered to their customers. Rimmel London
Lasting Finish Lipsticks, Lasting Finish, Lasting Finish by Kate Moss, Moisture Renew Sheer &
Shine, Lasting Finish by Kate Nude Collection, Moisture Renew Lipstick, Lasting Finish Matte by
1 Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
2 Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an
instrumental to a customer-centric perspective. European Journal of Marketing. 51(3).
pp.464-489.

Kate Moss are some most popular products from the list3.
(Source: Lipstick of Rimmel London, 20194)
For a female, it is very much required to take care about their beauty, and lips are one of the
most important part of their beauty. Therefore, Rimmel London has decided to promote their
Lasting Finish lipstick in market of UK. Lasting Finish is a lipstick which is offered by them at
affordable prices and made up of natural fibres like, good quality wax, oils, pigments, emollients for
providing colour and texture to lips. They do not use any type of harmful chemical for providing
colour or bright texture to lips, this make it unique and healthy for human lips. These products are
very much among young women, as most of the beauty loving persons are from this age group and
also who are very much beauty conscious are belong to this age group5.
For this product, Rimmel London is making communication plan for the market of UK in
order to profile that market. As they want to promote their lipstick in market of UK, which is very
much stable and good for them. From the profiling of UK, it is observed that customers in UK love
to buy some unique and luxury product which will help them in getting good response for their
lipstick which is offered by them. Lasting Finish is one of the most popular lipstick product offered
by them, for which the market of UK is very good, as this will help them getting strong customer
base.
3 Products of Rimmel London. 2019. [Online] Available through:
<https://www.hqhair.com/blog/hauls/best-rimmel-products/>
4 Lipstick of Rimmel London. 2019. [Online] Available Through:
<https://www.amazon.com/Rimmel-London-Lasting-Finish-Lipstick/dp/B006WZ9X8M>
5 Campbell, C., Ferraro, C. and Sands, S., 2014. Segmenting consumer reactions to social
network marketing. European Journal of Marketing. 48(3/4). pp.432-452.
Illustration 1: Rimmel London
Lasting Finish Lipstick

2. Evaluation of characteristics, features and effectiveness of different communication tools used by
Rimmel London along with relevant marketing theories
Communication is one of the most important activity for an organisation like Rimmel London,
so that they can make their customers updated to their products like Lipstick. Whereas, this is also
essential for them to use appropriate communication structure, so that they can get information
about the roles and responsibilities they have to play in organisation. While on other hand,
communicating with customer will help them in attracting ample number customers towards their
products and services. Following are some communicating tools which are used by Rimmel London
for advertisement of their Lipstick products:
1. SEO: SEO stand for search engine optimization; this is considered as most powerful
communication tool for big organisations like Rimmel London. This will help them in
ranking their Lipstick on the top of the category, by which huge amount of traffic will get
directed towards it. The main feature of this is that it helps in increasing the ranking of
product on global online scale and which leads to increase in sale of product by making it as
most preferred and most viewed and most loved product by customers. For example, if some
customer search for Lipstick on any search engine, then by the help of SEO tool, the product
which will come on the top of the list will be the Lipstick of Rimmel London.
2. E – mail marketing: E – mail marketing is one of the most popular tool in modern time
business, which can help Rimmel London in sending the detail of their Lipstick product to
targeted customers. This also helps them in providing information about their products to
ample number of customers via e – mail, so that they can get attracted towards their product.
Another characteristic of this tool is that it makes buying of the product for customers very
easy6. In this, customer can buy product by just one click and they will get home delivery of
product, which reduces the effort of them. As e mails are very much popular and commonly
used by everyone in this world, therefore it has become one of the most effective tool for
organisations like Rimmel London. As this helped them in generating about 60% of their
online revenue.
3. Online advertisement: Online advertisement is most popular and one of the most powerful
tool which Rimmel Lonodn can use for promoting their Lipstick product. In this, they can
provide images and videos of their products on different web sites. The most common web
sites which are generally used in this tool are the social media, where playing videos and
images of lipstick products by Rimmel London can help them in contacting with ample
6 Carroll, C. E. ed., 2015. The handbook of communication and corporate reputation .(Vol.
49). John Wiley & Sons.

number of customers. This also help them in detailing about the product in very attractive
manner, which is most preferred in modern era7. The another effectiveness of this is it help
customers in directly connecting with organisations and make a business to customer
relationship. Above mentioned tools can help Rimmel London in communicating with ample
number of customer about their Lipstick product and also in improving the popularity of it
among targeted customers. For using these tools, it is very for them to study and understand
the strengths and weaknesses of these tools. This will help them in making proper strategies
that how they will use these tools, so that they can attain the opportunities generated by the
use of these tools, and also threats get minimised to very low.
STP approach - STP model is very much helpful tool for an organisation like Rimmel
London in conditions when they want to make communication plans of their product in UK. This
also help them in making plans by which they can develop some message and send them to targeted
customers in specific market. Therefore, STP has become one of the most common and popular
model for today's era of business. Beneath is the description of different elements of this model,
which are segmentation, targeted, positioned:
1. Segmentation: This is being considered as one of the effective and essential step. Rimmel
London has selected the demographic criteria to segment their market. Under this, they
divided and made different parts of market for customers in order to promote lasting finish
(lipstick). On the other hand, Rimmel London has made different strategies and plans that
helped them in attracting ample number of customers towards their lasting finish (lipstick)8.
In present context, Rimmel London has segmented their market and targeted customers
(females with the age of 15 to 45). One for the customers that can afford luxury range
offered by them in lipsticks and another for moderate range products which are not listed in
luxury. This has helped Rimmel Longdon in focusing on some specific customers (females
of age in between 15 to 45), so that to gain competitive advantages in near future as well.
2. Targeting: Specifically, Rimmel London has a good reputation in United Kingdom’s
business market and targeted customers accordingly. With the help of this, Rimmel London
is basically achieved its goals and objectives in existing market through communicating with
customers regarding their products like lipsticks. On the other hand, Rimmel London had
also targeted their customers according to the age group and gender, which attracts,
customers towards lipstick products offered by them. This helped Rimmel London in
focusing only some specific customers rather than entire market. This led to increase in
7 Epure, M., Eisenstat, E. and Dinu, C., 2014. Semiotics and persuasion in marketing
communication. Linguistic and Philosophical Investigations. 13. p.592.
8 Fill, C. and Turnbull, S. L., 2016. Marketing communications: brands, experiences and
participation. Pearson.

result with very low efforts, and also increased the focus of advertisement and other
communication activities over some specific groups9. It helped Rimmel London in
developing strategies by which they can attract the specific customers of specific age group
which are more keen to buy their products.
3. Positioning: This is the last process, where organisations like Rimmel London use to attract
ample number of targeted customers by the use of their brand image and market positioning.
For this they can use online sources like social media and advertisements, along with
discount offers like 30% Flat discount for first 50 customers, so that they get attract towards
lasting finish (lipstick). Using this, they can make a clear and positive image in the mind of
their customers, so that the promotion and communication their lipstick become easier for
them10. Also this lead the targeted customers to buy the lipstick product offered by Rimmel
London.
From the above mentioned theories, it can be said that STP makes easier for company to
select the targeted customers. This also help them in focusing their efforts on them only, so that they
can make different strategies for attracting these customers towards lasting finish (lipstick).
AIDA is a model which Rimmel London can use for marketing and advertising lasting finish
(lipstick). This model is made up of four stages which are explained as below :-
1. Attention : This is the stage where Rimmel London will provide information about their
lasting finish (lipstick) to customers, so that they can get information about it. Rimmel
London can use different communication tools, by which they can give information about
lasting finish (lipstick) and get attraction of customers.
2. Interest : This is the stage where customers start taking interest in lasting finish (lipstick)
after knowing their key specifications. Rimmel London can make interests of customers by
providing them accurate and important information about lasting finish (lipstick).
3. Desire : After making interest in lasting finish (lipstick) by Rimmel London, customer will
start getting desire to buy the product. When a customer of Rimmel London get proper and
complete information about lasting finish (lipstick), then they start thinking about that
products which leads them to make desire for that product.
9 Gabrielli, V. and Baghi, I., 2016. Online brand community within the integrated marketing
communication system: When chocolate becomes seductive like a person. Journal of
Marketing Communications. 22(4). pp.385-402.
10 Järvinen, J., Töllmen, A. and Karjaluoto, H., 2015. Web analytics and social media
monitoring in industrial marketing: Tools for improving marketing communication
measurement. In Marketing Dynamism & Sustainability: Things Change, Things Stay the
Same… (pp. 477-486). Springer, Cham.

4. Action : This is the last stage where customer will take action and buy the lasting finish
(lipstick) offered by Rimmel London. This is because of information provided by Rimmel
London and also due to feeling of desire in mind of customer.
The marketing communication tool which Rimmel London can use for marketing and
advertising their lasting finish (lipstick) is as follow :-
1. Advertising : This is a communication tool which will help Rimmel London in providing
information about their lasting finish (lipstick) to ample number of customers. This will help
them in gaining attention of several customers at a time. For this they can use, TV, social
media, online advertisement, radio advertisement and other.
2. Sales promotion : Sales promotion is a technique, which is used by Rimmel London so that
they can sale their lasting finish (lipstick) to potential customers with the help of some
additional benefits. This will help them in increasing their sales and also help them in
gaining their short term objectives.
3. Public relationship : This a communication tool where the flow of information have to be
proper in Rimmel London, so that they can provide proper detail about lasting finish
(lipstick) to their customers.
4. Personal selling : This is a tool which Rimmel London can use for selling their lasting finish
(lipstick) by making a face to face communication with customers. For this they have to hire
employees which are full of skills and have knowledge that how to sell products to their
customers.
5. Direct marketing : This a type of advertising where Rimmel London use to make direct
communication of lasting finish (lipstick) using different mediums, so that their customers
can get information about it. This include text message, emails, websites, online adverts and
other.
6. Sponsorship : In this, Rimmel London can support any event like, game, activity or person,
which is very much popular and ample number of people is fan of it and use to watch it. In
they can provide information about lasting finish (lipstick), so that those people can gather
knowledge about it and buy it.
3. Strategic marketing communication plan to market the product in UK.
Marketing Plan of Rimmel London Lipstick
Rimmel London Lipstick is the most important product of the company Rimmel, and is used
by every girl or woman as this product of Rimmel gives beautiful shape to their lips. The Fresh and

glossy colors of Rimmel lipsticks make lips more attractive. Rimmel lipstick products are named as
Color show off, Lasting finish lipstick11.
Mission
Rimmel London is one of the cosmetic brand company which increases the
individuality and inner beauty of a women or girl. The mission of Rimmel
London lipstick product is to create belief and confidence in every female.
Along with this, the mission of creating equality and freedom in every women.
Vision
Rimmel stands for reliance trust and belief and every woman have something
in their personality which makes her beautiful. So the vision of Rimmel
London of product lipstick is to encourage each woman to fulfil their dreams
in her own style and with confidence. This product of Rimmel has the clear
and very vast vision which will make this brand most successful among huge
customers.
Objective
The main objective of Rimmel London Lipstick is to create a sense of
individuality in women and to create a trust in themselves, along with the
power which every female has. The objective is to accomplish all the aims and
goals.
Communication
Tools
The communication Tools used by Rimmel London to introduce its product of
lipstick are SEO, E-mail marketing and online advertisements.
For making the marketing plan more authentic Rimmel London also can use SOSTAC
model, which is as follow:
SOSTAC Marketing Model: This is being considered as a model which helps in developing
marketing strategy and business planning. These includes a range of factors like situation,
objectives, strategy, tactics, action and control which helps a marketing plan to be executed in a
proper manner. On the other hand, logical order consists with tackling a basic plan and this
specifically aid in critically assess the overall processes.
In modern era, companies use this model as it stays simple and easy which directly aid in
hitting the desired targets in specific time frame12. If it is talked about, Rimmel London which is
launching its lasting finish (lipstick) in United Kingdom's cities and states where company has not
11 Kim, K., and et al., 2014. Trends in advertising research: A longitudinal analysis of leading
advertising, marketing, and communication journals, 1980 to 2010. Journal of
advertising. 43(3). pp.296-316.
12 Lilleker, D. G., 2015. Interactivity and branding: Public political communication as a
marketing tool. Journal of Political Marketing. 14(1-2). pp.111-128.

done expansion yet, can effectively use this model in order to make its product well known amongst
targeted customers in UK. A few factors of SOSTAC Marketing Model are comprehended beneath:
Situation: Since Rimmel London is already working in United Kingdom, but with a new
product i.e. lasting finish (lipstick), it is looking forward to expand its business in other areas of UK
where it has not expanded, which means first it will be required for Rimmel London to focus on
their own situation and feasibility of the market, like how many companies (competitors) are
already performing or selling lipstick in targeted areas and what market share they are holding. With
the help of this, marketing plan can easily be developed for promoting the lipstick in order to grab
attention of targeted customers.
Objectives: After analysing the situation, this is being considered as one of the most
essential factor i.e. setting objectives for Rimmel London for selling its new product which is
lipstick13. This is could be understood with a good example where Rimmel London has done the
analysis and found that prices of lipstick of rival brands are approximately 17.50 pounds, that
means company would also require to keep its lasting finish (lipstick) price with approximately to
this rate only considering the price skimming strategy and this could be considered as a specific
objective of Rimmel London.
Strategy: Under this factor, basically Rimmel could use a range of strategies like price
skimming in order to gain competitive advantages. With the help of this, Rimmel London would
easily sell its lasting finish (lipstick) among targeted customers due to its reputation in United
Kingdom. Along with this, it can also be said that Rimmel London may directly grab a good
position in specific time frame through offering customers with some attractive offers like buy two
get one free for initial 3 months to a certain amount of customers.
Tactics: Promotional tactics like “advertisement on social media and television”, offering
customers with different offers like “buy two get one free” will help in promoting lasting finish
(lipstick), as it has a low range of price along with the good quality, can be considered as Rimmel
London's tactic. With the help of this, company will gain competitive advantages in specific time
frame14. On the other hand, Rimmel London could use another tactic for promoting lasting finish
(lipstick) through offering customers with value added service where customers could do a phone
call and could directly resolve there queries from asking questions to customer service executives.
Action: In order to accomplish this target, it will be required for Rimmel London to use
different media like social media, official websites, newspapers and podcast so that they could
13 Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication
capability and brand performance. Journal of Advertising. 44(1). pp.37-46.
14 McKay-Nesbitt, J. and Yoon, S., 2015. Social marketing communication messages: How
congruence between source and content influences physical activity attitudes. Journal of
Social Marketing. 5(1). pp.40-55.

easily promote lasting finish (lipstick) in front of its targeted customers. Plan of Rimmel London,
will be to sell lasting finish (lipstick) in areas, where company has not expanded yet. The plan over
here of Rimmel London is to become a leader of United Kingdom's in cosmetic industry through
selling their new product and i.e. lasting finish (lipstick).
Control: This is being considered as the last stage where, all the actions taken by Rimmel
London, are going to be monitored in order to find out all the actions are taken by them has been
profitable or not15. If not, modifications are going to be made by both managers and leaders to sell
lasting finish (lipstick) to maximum people in United Kingdom. Here, company might take help of
feedbacks given by customers after when they used lasting finish (lipstick).
With the help of this, it can easily be said that Rimmel London may achieve its target which
is to become a leader in cosmetic industry through selling their effective product i.e. lasting finish
(lipstick).
SWOT analysis of the product Rimmel London Lipstick
Strength – Rimmel London is a trusted and
famous brand due to its products. In the similar
way, Rimmel London lipstick is also one of its
product which is very durable and attractive for
all the females. The prices of this product is
moderate, neither low nor high, it can be
affordable by all the women. On the other hand,
there are some of other strengths as well that
lasting finish (lipstick) is having like it is glossy,
long lasting and it is also made up of natural raw
materials like wax and so on.
Opportunities – To introduce more colours and
shades of Rimmel lipstick. The company has the
opportunity to expand this product in
international market.
Weaknesses – The colours of lipstick product
are similar and they get melt easily. This product
of Rimmel is good but is not waterproof,
through which the customer can leave this
product.
Threats – High competition of the cosmetic
products and also the rivals can imitate the
Rimmel products.
15 Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A
guide to marketing communication plans. Cengage Learning.

4. Develop a marketing communication strategy and evaluate how all the elements of
Communication process do apply in global context. Also provide relevant marketing theory.
Rimmel London is one of the biggest organisations of the world which deals in beauty and
personal care products. In modern era, it is very important for them that they must make proper
communication strategies for their marketing of lipstick product in UK16. This will also help them in
making a proper set which they can follow for promoting their products in appropriate manner.
Along with this, it also helps them in evaluating that how these strategies can get applied in
different elements of communication in global content. Therefore, marketing communication
strategy for lipstick of Rimmel London is as follow:
Promotional PR strategy: This is one of the most common and popular strategy in modern
business which will be used by Rimmel London for promoting their lipstick products in market of
UK. In this, they can use tools like SEO, E – mail, and online advertisement, which work by the use
of internet and have power to make communication with ample number of customers17. From these
tools, SEO will help them in improving the ranking of their lipstick products and also make it
popular among customers, so that that whenever customer will search for lipstick product their
products will get visible to them. This will increase the sale of those products and also increase the
popularity of them among new and old customers. SEO use to give result of search made by people
over any search engine according the popularity and number of search over some specific link.
Lipsticks of Rimmel London are one of the most searched products. Therefore, it will become
easier for them to use this tool for promoting their products among targeted customers, so that they
can buy lipsticks offered by them.
Also they can use e- mail for promoting their products, as in modern era e- mails are very
much popular among people. Also most of the people in world use to access e- mail services,
therefore it has become easiest methods to get connected with ample number of people in very less
time. In this, Rimmel London can send a mail to their targeted customers, which are full of details
about the product and also must have a link by which customer can buy the product at just one
click. This is turning out as the most preferred online tool for organisations like Rimmel London, as
this helped them in communicating with targeted customers in very less time. Along with this, it is
one of the most preferred purchasing medium for customers, as it helps them in reducing their
efforts for buying the product.
16 Petersen, J.A., Kushwaha, T. and Kumar, V., 2015. Marketing communication strategies
and consumer financial decision making: The role of national culture. Journal of
Marketing. 79(1). pp.44-63.
17 Rust, R. T. and Huang, M. H., 2014. The service revolution and the transformation of
marketing science. Marketing Science. 33(2). pp.206-221.

Along with these tools, another most famous online tool which can be very beneficial for
Rimmel London in promoting their lipstick product is online advertisement18. This tool will help
them in providing complete detail about the products by using different images and videos of
products. This is very helpful for organisation, as it is very low costing and very attractive, along
with this have power to attract ample number of customers. All these tools are used with the
objective of maintaining public relations with their prospects customers.
Different communication elements:
1. Sender: This is the person who is looking for giving some information or data to any
other person. Rimmel London here will become the first end of communication process,
where they will send data and information about their lipstick product to the receivers
which is their prospect customers.
2. Message: This is the second element of the communication process, where Rimmel
London have to decide that what information they want to share, so a proper message
can get build19. In context with Rimmel London, they are delivering their existing
product of Rimmel London Lipstick in the form of message to their customers, so that
huge number of buyers can attract towards their product.
3. Encoding: This is an element of communication, where Rimmel London have to encode
the message which they have designed earlier for sharing information. Here message is
the product information which can be encoded by the method of various advertisements
from which customers can easily understand the product specifications and information.
4. Channel: Here Rimmel London have to decide the channel which they are going to use
for sending the message. In this they can use wired or unwired channels for sharing data.
In regard with Rimmel, they are using online distribution channel to promote and send
their product in the new market to gain the attention of more customers.
5. Decoding: After sending the information via specific medium, it is required to decode
the message in language which is understandable by receiver. As the channel is online so
the language will change from binary to high level language, which the customers can
able to understand.
6. Receiver: This is the second end of communication, where Rimmel London want to
share the information or data. In context with Rimmel, the receiver will be the customers
18 Schultz, D. E., Kim, I. and Kang, K., 2014. Integrated Marketing Communication
Research: Its Limited Past and Huge Potential. The handbook of international advertising
research. pp.455-483.
19 Strauss, J., Frost, R. and Sinha, N., 2014. E-marketing. Upper Saddle River, NJ: Pearson.

to whom they are sending or selling their product of Rimmel London lipstick.
Project Life Cycle Plan
As everything as a life cycle just like that a project is also having a life cycle known as
project life cycle plan. This is the four step process which is followed by every manager of the
project while completing a project. This cycle is difficult for every project manager who are
expecting to deliver their products to their customer or clients in an effective time frame. This life
cycle consists of four phases which are as follows –
2. The Conceptualization phase: This is also known as Initiation Phase. This phase is the
starting point of any project life cycle. Before initialising any task of the project the strategic
need of any project must be acknowledged by the top management. Here Rimmel London
will decide that they are going to promote lasting finish (lipstick) in market of UK.
3. Planning Phase: The second phase of project life cycle is planning phase. Once the top
management delegate to launch the product the formal set of plan will be established and the
goals should be outlined. In this phase, Rimmel London will decide that their mission is to
promote lasting finish (lipstick) in marker of UK, whereas vision is to become a leader in
cosmetic market of UK.
4. Execution Phase: The third phase of project life cycle is execution phase. In this the actual
work of the project is performed. This is the phase, where Rimmel London have to execute
their plans and strategies they have made for promoting lasting finish (lipstick) in the marker
of UK.
5. Termination Phase: This phase is also known as project closure. This phase start when the
project goal is achieved and the project is completed. At this phase, the project manager ask
itself that the aims and objectives of launching the product are met or not.
CONCLUSION
From the above report, it has been concluded that there are ample number of communication
tool which an organisation can use, so that they can promote their products in new market. Along
with this, it is essential for organisations to make proper plans and strategies before launching or
expanding their products in new market. This will help them in gaining complete knowledge that
why and how much fund is needed by them. Also it is necessary for them to make proper strategies
for marketing communication, so that evaluation of communication elements takes place.