Nakha on Advertising Field - Case Study Example

NAK’HA Marketing channels Distribution objectives Nak’ha is an advertising agency who wants to help small companies advertise their services. Although there are many other advertising agencies in Qatar which is the home country of Nak’ha but Nak’ha is unique and is different from other companies. The characteristic which makes Nak’ha different from other advertising agency is the fact that Nakh’a unlike its competitors in the field provides marketing consultancy to its clients to help them market their products. The agency is three months old but has made remarkable progress due to two different facts that is providing efficient and excellent service with the help of skilful employees who are handpicked. Secondly they develop and give to their customers’ cost effective service. The company’s main lists of clients are those which are small companies. The problem with these small companies is fund constraint. So the main objective of the advertisement design for the company and its application should be aimed at reducing cost incurred by the advertisers. The company’s distribution objectives should be targeted at cost effectiveness and providing the customers their desired services in right time. That is the distribution service should be made efficient to such an extent that it is made cost effective and at the same time it is efficient. In brief the company aims to promote its services such that they are effective at the same time cost efficient. The company aims to make its services more affordable and flexible suiting to the specific needs and requirements of the customers. Nak’ha takes pride in providing its customers services that are unmatched in respect of quality as compared to that provided by any other competitor. Secondly their services that they provide are far less costly and can easily be afforded by small businesses. These two factors have contributed to the fast rise of the company in the period of these three months. Nak’ha tries to make their services easily available and also takes help of online media to communicate with its perspective clients. By remaining constantly aware of the competitors and their strategy, by allocating a major portion of the budget towards advertising, and designing products specifically catered to the small business it wants to expand its operations. Distribution strategies Nak’ha as a company uses both Push and Pull strategies to sell its services in the market (Shimp, 2008). It wants to create a reputation for itself in the market place by being a one stop destination for small businesses in order to provide advertising and other product promotion related services at lost cost and high in quality. It hopes that if it is able to provide the customers high quality for the services that they require at low cost then it will be able to attract new customers to its portfolio. In fact it feels that the reason for its meteoritic rise in the past 3 months since its inception is due to these two facts. There are other ad agencies that are available in Qatar. Na’kha differentiates itself from its competitors in the fact that Nak’ha provides its customers A to Z advertising solutions that few other ad agencies provide. Its target customers are small businesses who aren’t able to competitively provide all the services that are provided by an ad agency to grab attention of its customers. The company wants to serve its clients in all dimensions. Another way the company wants to attract new customers is by engaging in advertisements, partnerships and other forms of communication with the clients. Secondly the company hopes to put advertisements through internet and other social media network to grab attention of probable clients and get more businesses. In order to do so the company is on a business plan to invest a lot of money in advertising in the coming months. The company also intends to promote itself through the app market by providing its clients apps which they can download in order to use the services of the company. The company does not want to say no to its customers and wants to provide its customers all the services that they desire if those services are provided by the company and it won’t differentiate between its clients based on the no. of services that they desire. The company wants to advertise itself not only by direct advertisement but indirectly through the promotional campaigns that they undertake for their clients. The main thing is the company feels that if it goes for advertisement of its clients then in addition to the revenue that it will generate for the company the additional benefit that the company will get is through greater visibility of its name as the advertiser. IMC IMC objectives Nak’ha is a newly born advertisement agency with just 3 months in existence. However in this short span of time it has had remarkable rise. The rise of the company has been mainly because of the fact that it has been able to provide quality services to its customers at a very low cost. The company wants to expand further and faster as do any other company in any field want. The company’s client base and its future business opportunity should come from small business. The main constrain that these small business face is how to effectively and efficiently advertise their services so that they can attract new business from their clients. Nak’ha promises to help them in these regard by providing them services that are effective as well as easy on the budget. It is not enough to practice these in practice but its advertisement campaign and all the forms of promotion about the company should reinforce on this distinct capability of Nak’ha which will separate it from its competitors and at the same time bring in more business. To achieve this company must go in for implementing IMC or integrated marketing communication. By implementing integrated marketing communication a company ensures that there is uniformity in the message that it delivers to its prospective clients. Every message that the company may deliver to its clients through whatever media that the company chooses, should reinforce a constant brand image of the company (Percy, 2008). There are various objectives of the IMC. Some of the objectives that a company like Nak’ha should consider pursuing are: Brand awareness The company must aim to create and expand brand awareness about the company. It should keep a definite target and set a definite target in achieving brand awareness. The target it might choose is like increase the brand awareness by say 5% within the coming year. The company already has a target to increase its turnover by 10%. In order to achieve the objective the company wants to increase its corporate partnership and tie ups with other companies. Along with trying to increase revenue the company must also try to increase brand awareness because its future business will depend to a lot of extent to the extent to which people are aware of the company and its service. Brand loyalty It is always less costly to retain a customer than to acquire a new one. Retaining a customer is not only less costly but in addition to that it ensures that these retained customers will help the comp-any in having more businesses by spreading the reputation of the company through word of mouth promotion. The most effective form of promotion that a company can ideally desire is through word of mouth promotion. This is because a fellow customer is more likely to believe other customers more than it trusts any promotional message from the part of the company. The reason is but too obvious that the company will almost in every case say good things about the services that it provides. However a customer is most likely to be neutral in providing his review since he is not likely to gain or lose anything if the company does make profit or sustains loss. So the objective that the company can decide to follow is to increase brand loyalty among its customer base. The question that now arises is how can Nak’ha increase brand loyalty? Nak’ha can expand brand loyalty through providing high quality service to its existing customer base. Not only the company should provide high quality service and consultancy to its clients but the services provided should be cost effective. To provide this twine benefits to its customers so that they become brand loyal the company should introduce certain innovative measures like provision of membership benefits like special discounts for existing clients, provision of special consultancy services. In fact the company can attract to maintain long term relationship with the company by luring them through heavy discounts if they engage with the company say for coming 15 years or so. Another thing that the company can do is to ask its clients to provide feedback or review of its products. These reviews can then be used by the company in its online campaigns. The launch ship campaign The objective of any advertisement campaign or any other promotional campaign for that matter that can be used by Nak’ha is to create and increase potential brand awareness about Nak’ha. In order to achieve this, the company can use various tools of promotion and advertising. The message that the company wants to give to its customers is that the company should be the preferred ad agency that the customers or the various company should go for. To give this message to its customers the company can choose different media available. The company preferably wants to give the message to its customers through online media such as internet and social media. The company wants to maintain awareness of Nak’ha through the advertisements of different small and medium sized business. The company wants to go to newer markets and expand their businesses to newer areas. In order to do so the company must advertise itself through different ad networks and social networks. The message that the company wants to give out through various ad medium is that it should be the preferred ad agency of choice as because it provides A to Z services is efficient in the services that it provides and at the services that it provides are cost effective. The company can achieve these objectives the company can create its page on a social networking site where it can interact with its customers. It can provide the customer opportunity to comment on the quality of its services or ask feedback from them through interactions so that it can further improve its services. The company plans to invest heavily in order to advertise itself through various advertisement media. So the cost involved in the ad campaigns to promote brand awareness will be a good sum but will prove to be effective in the longer run. Service process Nak’ha is an advertising agency it provides the traditional and digital advertising. Their main role is to achieve the objectives of the small business by advertising creatively in most cost effective and efficient way. They introduce and formulate various creative designs for advertising in order to attract their clients. They are more focused on the people and the power of advertising as they consider it as the most important and valuable asset of the company. Nak’ha possesses a team of developers, designers, creative’s and producers who have or possess the interest or the craze in creation of advertisement. They provide a variety of services that mainly includes the sales promotion, advertising, planning, social media management, event planning and other services. It services mainly includes advertising the designs on the radio , internet, TV, using or applying various promotional ideas that is used in the social media such as face book, twitter and Instagram by considering the social media management as an added advantage, presentation that is prepared in order to represent or approach the client companies, research and surveys that are conducted in order to assist the clients in entering, developing and succeeding in the selected market, consulting office mainly offers training and workshop courses with the specialist in the selected market. It mainly establishes relationship between the clients and the people it mainly aims at satisfying the customer in order to deliver clear image to the customers. It main role is providing flavor for the clients business by applying the correct ingredients and correct amount of marketing. People People are considered as an essential and important ingredient in providing service in order to gain competitive advantage. The clients are able to make judgments regarding providing service and delivery on the basis of the people working in the organization. The reason is that people are considered as the important element that represents the organization and the services that are provided by the people are visible to the customers and the customer can interact. The employees in the ad agency is required to possess proper and perfect interpersonal skills , service knowledge and aptitude in order to deliver quality service to its clients. People plays an integral part of marketing as it is an integral part in conducting the business in an efficient and clear way. The employees are required and expected to deliver their service that focuses on the skill and manner of performing the work (Lovelock, 2008). The people play an important role in delivering the service and the experience of the client. The people are regarded as the pipeline or the medium through which the services are delivered to the final or the ultimate consumers. The more efficiently the people perform in the organization the better is the result of the productivity or functioning of the organization. Nak’ha believes in the power of advertisement and the people. They consider the people as an asset of the company. The staffs of Nak’ha are engaged in showing high degree of loyalty to its suppliers. They are of the opinion of serving the companies that have people with different value. Physical entity Physical evidence mainly deals with the area where the service is being delivered. Nak’ha is mainly engaged in providing services to the small businesses. Nak’ha is focusing on developing creative and superior quality of advertisement within an average and reasonable cost in order to target the new business and the clients. It is also involved in adopting the best marketing strategy in order to establish the brand which will be suitable and preferred by its clients and all its customers and as a result will lead to the increase in the brand image of the company. The physical entity is intangible in nature and it emphasizes the service provider in developing the physical entity which will benefit the client in evaluating the services and comparing and analyzing the alternatives that are available in the market. It is considered as an important element in marketing as it decreases the level of the perceived risk. Clients mainly prefer to receive quality and best services from the advertisement agencies (Panda, 2007). The advertisement reflects the brand image of the company and the services offered or the product delivered by the respective company. Nak’ha is focusing on increasing its emphasis on creation and building of reputation for providing the unique and quality services to its clients and thus it will help Nak’ha in creating a positive and superior image for the organization. The client is mainly satisfied when they receive the service that leads up to their expectation. Nak’ha is launching and advertising new products in order to widen its market and create a high awareness in the market. It mainly allocates its money on four elements they are mainly primary, benefits, comparison and reminder. Objective By taking all the three objectives into consideration it can be said Nak’ha aims to increase market share and revenue by creating value addition by its people, service process to deliver quality services to its clients which are at the same time cost effective. The company then should fetch feedback and review from its clients regarding the services that it provides which can serve as the physical evidence so as to provide some tangibility to intangible service. References Lovelock, C. (2008). Services marketing people, technology, strategy. New Delhi: Pearson Education India. Panda, T.K. (2007). Marketing Management. New Delhi: Excel Books India. Percy, L. (2008). Strategic integrated marketing communication: theory and practice. Canada: Routledge. Shimp, T. (2008). Advertising promotion and other aspects of integrated marketing communications. London: Cengage Learning. Read More