Assignment Submission Form Instructions to Students: This document must be attached to your assignment when you hand it in Student Name : Jayani Perera Student ID No: 12-500048 Study Centre : AIMS College of Business and Information Technology (Pvt.) Ltd. Stage (Please indicate) Graduate Courses: DBA MBA BBA BBA in IT BScIT Module Title Globalization Assignment Title Marketing Plan - Laksala Tutor Name Tutor Grade Tutor Comments: - ………………………………………………………………………………………………………………………………………………………………… ……………………………. 1 | Page
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Assignment Submission Form
Instructions to Students: This document must be attached to your
assignment when you hand it in
Student Name : Jayani Perera Student ID No: 12-500048
Study Centre : AIMS College of Business and Information Technology (Pvt.) Ltd.
Stage (Please indicate)
Graduate Courses:
DBA MBA BBA BBA in IT BScIT
Module Title Globalization
Assignment Title Marketing Plan - Laksala
Tutor Name
Tutor Grade
Tutor Comments: -
………………………………………………………………………………………………
……………………………………………………………………………………………….
Moderator Name: -……………………… Moderator Grade: - …………………………
Moderator Comments: - ……………………………………………………………………..
……………………………………………………………………………………………….
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MARKERTING PLAN
Name: Jayani Perera
Student Number: 12-500048
Subject: Globalization
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Executive Summary
This marketing plan is based on the introduction of Sri Lankan ‘Handicrafts’ such as; Batiks
and Handlooms textiles launched by the Sri Lankan Handicraft specialty shop ‘Laksala’ in
Southampton, United Kingdom. This report consists of Marketing Plan’ for the introduction of
Laksala handicrafts in Southampton. The Laksala Handicraft shop will begin its business venture
as an independent retail shop in Southampton. The Handicraft items will be directly introduced
to the market by means of retail marketing through Laksala’s newly launched outlet in
Southampton. Laksala plans to introduce the products to the British Asians living in
Southampton and to the tourists visiting the area.
The Marketing plan’ provides a detailed account of Laksala’s Current marketing situation with
background data on the market, product, competition, and distribution. Market analysis for
Laksala through taking a look at the Macro and Micro environment, marketing strategy with
details of the 4Ps.
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Contents
0.1 About Laksala.........................................................................................................................6
● Quality - Laksala is the only State owned Gift & Souvenir Boutique and was established
under the National Crafts Council and Allied Institutions Act, No. 35 of 1982. (Laksala,
2012)
● Package - Includes in two forms either normal bags or exclusive box for gift giving.
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● Styling - For exclusive items, highly unique designs handloom and batik products with a
stylish exclusive package box. Normal products in a normal decent Laksala bag.
15.0 Promotion Mix
15.1 AdvertisingOur target market includes Asians, Middle age customers and youth in Southampton It account
to a mass population. So it is important to undertake a wide range of advertising modes as well
as other promotional techniques to raise customer awareness about the brand Laksala. Laksala
hope to engage in Press advertising, customer oriented sales promotions and support media as
major forms of advertising.
Press advertising:
Newspaper
Laksala expect to use press advertising trough the bestselling Newspaper in Southampton: The
Southampton press. Instead of just using usual forms of graphical newspaper advertising we
hope to generate news by having a grand opening which will generate awareness as well as foot
traffic in to store. (Microsoft, n.d)
Magazine
Laksala hopes to advertise through
Southampton Air Port magazine
(southamptonairport, 2013) & city
view magazine. “City view
magazine” is a magazine which is
unique to Southampton. It is also
Southampton city council’s flagship
magazine and appears to be the most
popular print magazine in
Southampton. (Southampton City
Council, 2013)
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Through press advertising Laksala hope to generate awareness for the brand and also to position
it as the “Feel The Asian beauty”.
Support media
When using support media as an advertising form Laksala will be using Billboards and outdoor
advertising which is a staple of consumer campaigns. (Outdoor advertising, 2008) Laksala
intends to use bus and rail advertising as those transportation modes are near to the premises.
(Inspiriamedia, 2013) This may carry out Laksala Web address that would create online traffic to
our site and ultimately shop traffic.
15.2 Objectives
To create awareness for the Laksala retail store and Laksala brand
To generate online traffic as well as in- store traffic
To persuade customers for first trial
Emphasis the quality of Sri Lankan products
15.3 Media Mix
As mentioned above our Print media mix comprise with Southampton press Newspaper and City
view Magazine. As for Internet media Laksala intend to use We Heart magazine which is the
most popular e based magazine in Southampton.
15.4 Message
As Laksala is well established in Sri Lanka, the expansion to Southampton is an essential mile
stone. In order to attract the target market, Laksala will be using the below tagline to promote its
products.
“Feel The Asian Beauty”
Through this tagline the company expects to profess the message that Laksala’s products will be
simply providing the true Asian feeling and beauty. This message will be expressed throughout
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