Media Project for Pure Drinking Water

This is the report of my project in which we used lectures and tools of the marketing for the building of PR of my Product through Corporate communication, word of mouth marketing, 7 emerging trends, and event management. Water is the most important liquid in the world. Without water, there would be no life, at least not the way we know it. In today's living condition, the need for Pure Drinking Water is becoming an issue for the common Man.

Introduction

Aura launched in 2018 to help meet the need for safe drinking water with a pleasant taste at an affordable price.

Aura waters is the number one bottled water company in Larkana.

Drinking bottled water reflects not just a certain way of life in the rich but a necessity and the only option for safe water in the Larkana. Besides official, there should be no doubt that the majority of the Larkana population is exposed to the hazard of drinking unsafe and polluted water.

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In an effort to improve this situation, many consumers in Larkana have to turn to bottled water as a first alternative to drinking unfiltered tap water or contaminated water of other sources where no public drinking water service exists.

Mission

To positively enhance the quality of life of people of Larkana by all that we do through our people, our brands, products and our Creating Shared Value (CSV) initiatives.

Vision and Values

In most of the product categories including fast-moving consumer products, line extension has been the name of the game.

It is an expansionist move. The Aura seem to seek growth more vigorously.

Corporate communication

Aura purpose is enhancing quality of life and contributing to a healthier future. We want to help shape a better and healthier world. We also want to inspire people to live healthier lives. This is how we contribute to society while ensuring the long-term success of our company.

As Corporate Communication and Public Affairs (CCPA) we act as a driving force at the heart of Aura whilst building trust with stakeholders through our purpose stated above. In bringing our purpose to life we also address business.

The CCPA team helps protect Aura reputation and ensure the company is positioned positively in the minds of internal and external publics. The identification and utilization of relevant platforms is key to achieving this mandate.

Advertising

Print and outdoor advertising: outdoor advertising include billboards, signs and posters we made advertisement of Aura through these point has mentioned.

TV and Radio: on television we play advertisements of product because customer can get information easily about our product and through Radio we convey the message of our product to consumers that they can easily know the our product.

Web and Social Media: Web and social media advertisements communicate with consumers through the internet.

Marketing Communications: The majority of our communication with customers will be written or spoken. Physical communication includes packaging and branding while Multimedia communication ventures into the high-tech and includes online "sights and sounds" as well as TV and radio among others. Our Marketing Communication Process is a reflection of how we communicate with our best customers. We will utilize the various tools of our Marketing Communication Mix as extensions of our own personality.

Marketing

Product

• The Aura has a wide range to suit different targeted segments.
• Brand name: Aura is the Larakana's best-selling water.
• Sizes and Packages: wide range to suit key price points and occasions.

Place

• Level 3 Product with intensive Distribution.
• Strong coverage in urban areas and rural areas.
• Stored in cold storage.

Price

• Competitive Pricing: we fix the price in competition with Nova.
• Quantity Discount.
• The key advantage of maintaining a strong brand image in competitive market is the degree of flexibility in pricing strategy.

Promotion:

• Direct Marketing at Shops.
• Advertising.
• Aura joined hands with Google and co-branding its product.

Public Relations: public relation involves all those activities which company use to develop and maintain the positive image of it if we want to people to talk about our company and products then we need to develop good and effective PR plan development, we should know how to deal with media press releases and how to get our blogs noticed moreover.

The unit comprises of Internal Communication, Public Affairs, Corporate Digital Relations and Traditional Media Relations.

Internal Communication works very closely with all internal stakeholders and is key in helping build loyalty of all employees through transparent, open and consistent communication

Public Affairs including Stakeholder Relations is responsible for Issue and Crisis Management, Partnerships and Creating Shared Value.

External communication Lead team to develop, plan, and conduct public relations programs to improve and support company business objectives with the media, public, industry, and other external stakeholders

Corporate communication through PR of Aura

PR 101:

Identify Audience:

First of all we have to identify what customer's wants and what's customer's perception about Aura.

Develop Messages:

Through Media and through advertising we will convey the message about Aura.

Engage the Media:

After that we have select multiple channels for our product marketing and product advertising we have selected proper channel that can easily convey our product message.

Thought Leadership:

Be authentic.

When you try to be something you are not or say things you don't believe in, trust me, the audience will know it. Thought leadership can only be achieved with authenticity.

Get experience.

To become a thought leader, you must establish yourself as an authority. That means you have to have life experience, produce valuable content and then promote it and yourself.

Be social.

We should also interact with other influencers and thought leaders. It helps our engagement and we can learn things from them.

Our goal of PR is to get favorable visibility and gain credibility for our company.

Word of mouth (WOMM)

The act of consumers providing information to other consumers. Word of mouth marketing giving people a reason to talk about your products and services and making it easier for that conversation to take place.

• The goal is to gain natural brand advocates.
• Create customer enthusiasm.
• Give customers a voice & provide tools to share.
• Listen & respond, even if negative or neutral.
• Pull not push.
• WOM is the desired effect achieved through various alternative media.
• Organic WOM occurs naturally when people are satisfied and want to share.
• Amplified WOM occurs when marketers launch campaigns designed to accelerate WOM.

Example: we use to follow the way for positive Word Of Mouth we try most of the people may satisfy from our product through publicity. Like providing sponsorships and CSR activities.

Word Of Mouth Marketing

Viral marketing: We try more to satisfy peoples toward our product that people may spread positive WOM about our product. And advise others to purchase our product.

Influencer marketing: Our all advertisement and events are conducted by celebrities that may influence on public and make stronger positive WOM.

Grassroots marketing: we organize programs in which we market our product to create brand awareness which helps to recall our product in costumer's mind.

Brand blogging: we create pages on social media and we offer our categories of our products that may influence target people.

Community marketing: we show marketing communication strategies such as advertising, promotion, PR, and sales all focus on attaining customers that may create positive WOM.

Cause marketing: type of corporate social responsibility, in which our product promotional campaign has the dual purpose of increasing profitability while bettering society.

Conversation creation: we have made up the advertisements and pages on social media that will create a better conversation about our product and also use positive WOM.

Product seeding: we placed the right product into the right hands at the right time than it would be positive WOM.

Referral programs: creating tools that enable satisfied customers to refer friends that this is the product which will satisfy you.

Evangelist marketing: Consumers have freely conveyed massage to others that this product is satisfactory they may buy and use it.

Buzz marketing: it is the WOMM that spread speedily one to another and our product is also going to be developed in this.

Emerging Trends In Social Media

1. Social Mobile: through social mobile we have made different pages on Facebook, twitter, yahoo, and also on Instagram for Aura marketing.
2. Socialization of search: we have link on google that our customers can easily get information for Aura.
3. Location-based marketing: we will give offers through location-based marketing to be our consumers.
4. Integration of social and traditional media: we have to tell us about our product on social media like Facebook, Instagram, and blogs and in traditional media we have to advertise through newspapers.
5. Super Blogs: our Product Blogs are present on different areas of Larkana and also in rural areas.
6. Global micro Niche marketing: we have also little groups who share our information with there friends such as reference groups and also in small areas of Larkana.
7. Social commerce: through our online business we are selling our product online.

Event Management

Product launching

we launch our new product Aura water for the Larkan citizens there is many other brands but our water is more purify then others we promise that our brand fulfills their needs and wants of all citizens of Larkana. Our product is very hygiene with full of minerals. It will be very beneficial for health.

1. Proposal: We target the Larkana city and surrounding areas and offer them to come and join this event for getting awareness of product.
2. Budget: Total budget 2000000 and estimate expenditure 1500000 for this event.
3. Venue/ Site Selection and Design: Pearl garden Larkana.
4. Production Schedule: One an half hour for an introduction to our company and half-hour for introducing the new brand Aura.
5. Speaker & Supplier Checklist: Fawad khan who start this event and promotes our brand towards our target audience.
6. Sponsorship: Don't take sponsorship because we are only launching our new product.
7. F & B Menu: we will arrange dinner at Sambara hotel Larkana for Fawad khan and his team and our all guests.
8. Guestlist: DIG Larkan, Commissioner Larkana, SSP Larkana and other professors.
9. Risk Management: we will make team to manange any of the possible risk which will occur in the event.
10. Marketing: we will create brand awareness and market our new product for increases the customers.
11. Promotion: after this whole process our target is that to promote our company's name, image and our quality brand towards the public.

Conclusion

Aura water in Larkana overall looking successful because people have to drink Aura more than other product especially the young youth of CMC, SZABIST, QUEST, SUC Larkana. Drinking Aura water gives satisfaction to its drinkers.