A&E                                Perma Soft                                 “Intimate Compassion”DILSHAN SOMANAYAKE - SY...
DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
InsightPerma SoftPolyesterTextured Micro FilamentText 160 / 140 / 080                   DILSHAN SOMANAYAKE - SYNERGIZING M...
ObjectiveMarketingTo achieve “Top of the mind brand”                                            bythe 2015Increase company...
Where and why            DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
Communication StrategiesPull strategy                                        Technical                  Force             ...
Communication StrategiesPull strategy                                         Technical                   Force           ...
Communication StrategiesPull strategy                                       Technical                 Force               ...
Communication StrategiesPull strategy                                          Technical                    Force         ...
Communication StrategiesPush strategy                DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
Communication StrategiesProfile strategyCSR                   DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
Communication StrategiesProfile strategyCorporate brandingProposal covers and other documents goes out from A&E           ...
Communication MIX- Personal SellingMonth on Month•Special incentive for the sales and Technical team who develop new sampl...
Communication MIX- Sales PromotionMarchSampling and TrialsYear End sales targets$ 7500.00AprilMost of the Competitors prom...
Communication MIX- Direct MarketingAprilFinalize A&E designer Blog and host$ 3000.00JulyMailers$ 500.00OctoberBroachers$ 5...
Communication MIX- Out-door AdvertisingAprilBrand all delivery vehicles$ 8000.00A&E factory wall painting$ 5000OctoberSign...
Communication MIX- PrintAprilPermaSoft Poster CampaignAnd Industrial magazines$ 500.00JulyBroachersThread Guids$ 500.00Oct...
Budget Assessment             DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
THANK YOU FOR               HELPING TO MAKE                  AN IMPACT!!DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNI...
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Synergizing Marketing Communication

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Re-launching a product and its marketing com strategies and tools

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Synergizing Marketing Communication

  1. 1. A&E Perma Soft “Intimate Compassion”DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  2. 2. DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  3. 3. InsightPerma SoftPolyesterTextured Micro FilamentText 160 / 140 / 080 DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  4. 4. ObjectiveMarketingTo achieve “Top of the mind brand” bythe 2015Increase company turn over by 6% by 2014SOV - 75% with 60% contribution to the bottom line.Communications ObjectivesIncrease awareness and create interest to use in, target marketsfrom 2011.Perma Soft® is the ultimate solution in softer seams by the endof 2015 DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  5. 5. Where and why DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  6. 6. Communication StrategiesPull strategy Technical Force Team SalesDemand** Workshops and thread-education seminars to increase awarenessfocusing on competitors strongholds (Excusive customers) towidened the our market size.** Convert WildCat/Gramex usage to Perma Soft® by showing theperformance and the end feel factor. Approaching buyers designerand technical team members. DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  7. 7. Communication StrategiesPull strategy Technical Force Team SalesDifferentiate by real /emotional features** Sourcing RM premium quality yarn suppliers MAYFILED – UK.** Emotional differentiation – Differentiate through the servicefactor with the flexibility and efficiently that is THE KEY Factors ofsuccess. DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  8. 8. Communication StrategiesPull strategy Technical Force Team SalesDecision Making Process (DMP) & involvement in the productpurchase DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  9. 9. Communication StrategiesPull strategy Technical Force Team SalesHigh brand loyaltyTo create brand loyalty we have to take Prospect on the lowest rung,developing them to become Customer, Client and then Advocate. Allthe steps in the process should closely take care of till they build truston Perma Soft® and A&E as an organization. DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  10. 10. Communication StrategiesPush strategy DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  11. 11. Communication StrategiesProfile strategyCSR DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  12. 12. Communication StrategiesProfile strategyCorporate brandingProposal covers and other documents goes out from A&E DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  13. 13. Communication MIX- Personal SellingMonth on Month•Special incentive for the sales and Technical team who develop new samples with PS•PS sales volume based commission•Seminars and other educational events and customers point•Provide a special allowance for the sales team to entertain selected customers•Customer tour A&E factory$ 30,000 DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  14. 14. Communication MIX- Sales PromotionMarchSampling and TrialsYear End sales targets$ 7500.00AprilMost of the Competitors promo activities take place in April$ 5000.00JulyNew developments taking place$ 5000.00NovemberBulk Programs taking place for the Christmas season$ 7500.00 DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  15. 15. Communication MIX- Direct MarketingAprilFinalize A&E designer Blog and host$ 3000.00JulyMailers$ 500.00OctoberBroachers$ 500.00JanuaryMailers$ 500.00 DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  16. 16. Communication MIX- Out-door AdvertisingAprilBrand all delivery vehicles$ 8000.00A&E factory wall painting$ 5000OctoberSign boards$ 5000 DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  17. 17. Communication MIX- PrintAprilPermaSoft Poster CampaignAnd Industrial magazines$ 500.00JulyBroachersThread Guids$ 500.00OctoberPermaSoft Poster CampaignAnd Industrial magazines$ 500.00JanuaryBroachersThread Guids DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION$ 500.00
  18. 18. Budget Assessment DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION
  19. 19. THANK YOU FOR HELPING TO MAKE AN IMPACT!!DILSHAN SOMANAYAKE - SYNERGIZING MARKETING COMMUNICATION

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