Integrated Marketing Communication of Two Rings Wedding Planner Service Submitted By Aysha Tul Humaira- 1931016 Md Nazmul Islam- 1931441 Moin Hasan- 2021662 SM Moinuddin Mahin- 1910676 Syed Moshiyot Hossain Arnob- 1930961 Submitted To Dr. Md. Abdul Momen Faculty of MKT- 542-1 School of Business and Entrepreneurship Independent University Bangladesh Date- 1stJanuary, 2021
1stJanuary, 2021 Dr. Md. Abdul Momen Faculty of MKT- 542-1 School of Business and Entrepreneurship Independent University Bangladesh Subject- Letter of Transmittal Dear Sir, We plead to state that we are students from your class- MKT- 542 of Autumn 2020. As a part of our group assignment we were assigned to do a project on the Integrated Marketing Communications of company of our choice. We did our project on Two Rings, a new startup- wedding planner service. This project gave us exposure to a lot of new things and it became a great learning experience. All our members worked collaboratively in different parts of data collection, planning and putting together of the report. Please pardon us if we have any shortcomings in the process of doing so. We therefore hope that you will be kind enough to accept our work and also give your judicious advice on our effort. Yours Sincerely Aysha Tul HumairaMd Nazmul IslamMoin HasanSM Moinuddin MahinSyed Moshiyot Hossain Arnob
Executive Summary Weddings are a big part of our culture and most people of Bangladesh do their level best to make the event a memorable one for themselves and their guests. Despite all the negative impacts of COVID 19, we still see that people are spending a substantial amount of money on wedding events and the numbers are most likely to go up after all of this is over. Peoples’spending habits are changing, they are getting more and more influenced by the Indian culture of lavish weddings and exponential growth of the per capita income is fueling the fire. Therefore we felt there is a good demand for a quality wedding planner who will take care of all the hassles in a wedding event and try to guarantee maximum satisfaction to the clients. We conducted a survey on a group of 20-25 single adults to get data on various components of this project. We studied the major competitors and looked at their service strengths and how they go about with marketing. We used the STP framework and marketing mix of 7 Ps to guide our marketing plan. Our target market is not the mass market therefore most of our marketing effort will be in the digital platforms. But we will have some touch of traditional marketing, all of which is discussed in this project. We also talked about the budget of our campaign and ways to evaluate it. As our tagline says, we will take care of all the details in an event, which we feel will eventually lead to the success of our company if we can rightly implement it.
Table of Content Page Number Introduction Demand for the service Market Research Competition in the market Segmentation Targeting Positioning Marketing Mix Points of Parity Points of Difference IMC Strategies Communication Content Budget Evaluation Conclusion References Appendix 1 1 1 2 3 4 4 4 7 7 8 12 13 14 15 15