GRACE INTERIOR DESIGNERS

Grace Interior Designers - Advertising Plan and Strategies

Table of Contents

Grace Marketing Strategy1

Integrated Marketing Communications for Grace Interiors1

ATL (Above the line)2

BTL (Below the Line Activities)2

Grace Advertising Strategy2

Theme2

Mediums3

ATL (Above the line)3

BTL (Below the Line Activities)4

Other Promotional Activities4

Measurement of Effectiveness of Advertising5

Electronic Medium5

Print, OOH & Online Mediums5

BTL Actives6

Gaps in customer expectations and experiences6

Conclusion6

References7

Grace Interior Designers - Advertising Plan and Strategies

Grace Marketing Strategy

The US markets have great potential to be the target market of Grace Interior Designers. With the change in current demographic trends and segmentation of the market, lifestyle and standards of living of people are changing too. There are many direct and indirect competitions in the market. The requirement of comprehensive marketing plan is important so as to establish the brand as the most reliable luxury service and best quality designs providers. Grace Interior Designers will be able to cater the market with efficient profits as they have the capability to serve better, through their international experiences.

The company aims to get recognition in a short period of time; therefore, they need to focus more on the ATL activities. The areas of the marketing mix would incorporate the integrated communication strategies in the holistic approaches.

Integrated Marketing Communications for Grace Interiors

Integrated marketing communication can be described as the group of mediums which are used for the promotion strategies for the product or services. They are basically the program using all elements of the marketing mix (product, price, place, promotion). These channels can be online or offline. According to the missions and objectives of the Grace Interior Designers, the mentioned integrated marketing communication mediums would be divided into ATL (Above the line) and BTL (Below the line) Activities.

ATL (Above the line)

Print (News Papers & magazines)

Electronic (Television, Internet and Radio)

Out of Home Media (Billboards)

BTL (Below the Line Activities)

Public Relations (Endorsements and Events)

Exhibitions

Trait Shows

Grace Advertising Strategy

Theme

The advertising strategies of the Grace interior designers would be based on themes. Since their target markets are residential people therefore; more focus would be on the family orientation, love, care, and affection. The themes would be divided on the basis of types of households.

2 people family

2 persons, single child (under or over 15)

4 persons, (kids under 5)

4 persons (kids under 15 and teenagers)

6 people's family (both under and over 15 year's kids)

The reason behind selected the themes is that; the parents with young children are more oriented towards providing their kids with good lifestyle and culture, as compared to parents with adult child. Adult kids tend to make their families and usually move out. Every segment would have a different message in the advertising campaign as the need of each family is different, but the essence and the motives of advertising theme would remain alike.

Mediums

The mediums of advertising would be more emphasized on print and electronic. These are the mediums whose, GRP's (Gross rating points in TV) and Impressions (in print) are high. The reason behind this is that, our current target markets are families with an income level of ...