Integrated Marketing Communication

Marxis is a vocational training centre. It has expanded its market even in the international arena. This organization gives training in the areas like engineering (civil and mechanical), carpentry, driving, masonry, food production, basic IT training etc). It is quite satisfied with its performance in the overseas market but is yet to have a good impact in the local arena. From the operations of the firm it is deemed that it has to deal with people with not so high demographic criteria. It is evident that the target customers of such programs represent the low income, non urban and not so high profiled educational group. The firm feels that it maintains a good standard of quality in every sphere of its training operations (from classroom teaching to lab demonstration). Therefore it charges a little bit premium prices for its training products compared to its competitors.

What you are asked to do:

a) Develop strategies (Segmentation, Positioning and Marketing Mix) to ignite demand for its training products in its adjacent locality and nationally.

b) Design an IMC plan to convince the target customers

GROUP MEMBERS

Khawaja Samiha Kaiser

Ridwan Ahmed Arnob

Mehnaz Rashid

Rehan Azad

Nazia Jamal

Segmentation

The demographics of the target segments are given below:

Age:

• 18 -35 for engineering, which requires relatively higher school education upto HSC.

• For all other areas (carpentry, driving, masonry, food production, basic IT training, etc), the age range of 16-35 has been selected.

Education:

• The target segment will have had primary education to be able to work in areas such as food production and IT.

• High school dropouts also represent this segment.

• For relatively more complex jobs such as those in engineering, HSC educated individuals will also be taken into consideration.

Income:

• Lower and lower-middle income range.

Location:

• Rural towns...