IMC - Project Framework

[Banarasi Sarees]
[Integrated Marketing Communications]
PANKHUDI SAREES

Table of Contents

1. Introduction to the Banarasi Sarees……………………………… 3
2. Overview of the Pankhudi..………………………………………. 4
3. Target Market……………...……………………………………… 5
4. Product Range…………………………………………………….. 5
5. Consumer Behavior & determining communication objectives... 6
6. Long-term Communication Objectives..…………………………. 7
7. Brand Identity Prism.......…………………………………………. 8
8. Designing the Communication…………………………………… 9
9. Marketing Communication Mix
a. Advertising………………………………………………….. 10
b. Direct Marketing……………………………………………. 12
c. Sales Promotion…………………………………………….. 14
d. Personal Selling…………………………………………….. 14
e. Event Organization…..……………………………………... 15
f. Word of Mouth……………………………………………... 16
10. Effectiveness……………………………………………………. 17
11. Implementation………………………………………………….. 18
12. Evaluation of IMC plan…………………………………………. 19
13. References……………………………………………………….. 20

INTRODUCTION

Banarasi sarees are sarees made in Varanasi, a city which is also called "Benares." These sarees are historically considered to be among the finest sarees in India and are known for their gold and silver brocade, fine silk and opulent embroidery, and being highly sought after. These sarees are made of finely woven silk and are decorated with intricate design, and because of these engravings, these sarees are relatively heavy. Their special characteristics are Mughal inspired designs such as intricate intertwining floral and foliate motifs, kalga and bel, a string of upright leaves called jhallar at the outer, edge of border is a characteristic of these sarees. Other distinctive features are Heavy gold work, Compact weaving, figures with small details, metallic visual effects, pallus, jal (a net like pattern), and mina work. These sarees are an inevitable part of any Indian bride 's trousseau.

References: 1. Marketing Management – Philip Kotler 2. Principles of Advertising and IMC – Tom Duncan 3. Photos – Google images