MARKETING COMMUNICATION PLAN

Marketing Communication Plan

Executive Summary

As the marketing communication department of designer wear in fashion industry, we have been asked to prepare a communication plan for our new brand, which is to be launched through out in UK. Our marketing analysis identified the target market, which consists of three groups: private consumers, fleet consumers and the stakeholders. The demographic profile and the psychographics profiles amongst the three target markets and their media usage have also been identified. Consequently, a communication strategy that makes use of various communication channels has been created. In order to better accommodate the communication strategy, we have developed an integrated marketing communication program, which promote brand. This key thought will be leveraged and integrated in all the communication channels mentioned in this plan. These channels include advertising; direct marketing, interactive/internet marketing, sales promotion, public relation/publicity, and personal selling. The creative strategy is designed to emphasis the unique selling points of designer wear and weaken the target markets objections. The budget has been allocated and the majority of the budget will be spent on TV and print advertising.

TABLE OF CONTENT

INTRODUCTION3

REVIEW OF MARKETING PLAN3

OUR GOAL3

MISSION STATEMENT3

PRODUCT/SERVICE3

CORE STRATEGY3

Target markets3

Competitor targets3

Competitive advantage3

UK FASHION INDUSTRY3

EFFECTIVE MANAGEMENT OF GLOBAL DEMAND DRIVEN FASHION CHAINS3

MARKETING MIX DECISIONS3

SWOT ANALYSIS3

Product and services competitiveness3

PEST ANALYSIS3

?Economic and regulatory environment3

?Political Factors3

?Technological Factor3

?Sociological environment3

Business environment3

Natural resources3

HUMAN RESOURCES3

TECHNOLOGY APPLICATIONS AND KNOW-HOW MANAGEMENT3

MARKETING STRATEGIES3

Distribution3

Modes of entry3

Human Resource Management3

Legal and Ethical Issues3

Information Technology3

Supply Chain Management3

Identify potential target markets in a global environment3

User End Customer Service3

RESEARCH AND DEVELOPMENT3

GLOBAL SETTING INNOVATION3

Technology Level3

Local Agents3

Finance Options3

Product Modification3

Pricing3

Promotional Programs3

Distribution Channels3

E-Business3

PROMOTIONAL MIX3

?The advertising3

?Television advertising3

?Outdoor advertising3

?Magazine advertising3

?Newspaper advertising3

?Radio advertising3

?Internet advertising3

?The sales promotion3

?The trade-oriented sales promotion3

?Trade shows3

THE CONSUMER-ORIENTED SALES PROMOTION3

?Coupons3

?Price-off3

?Sweepstakes3

?Premiums3

SPONSORSHIP MARKETING3

EVENT MARKETING3

FASHION SHOW SPONSORSHIP3

P-O-P3

SCHEDULE3

?Media schedule3

?Television schedule3

?Outdoor schedule3

?Magazines and Newspapers schedule3

?Internet schedule3

?Radios schedule3

CONCLUSION3

REFERENCES3

BIBLIOGRAPHY3

Marketing Communication Plan

Introduction

As we have been asked to develop an integrated communication plan for Designer wear, this plan will then focus on the launch of Designer wear in the fashion market. Traditionally, single dealers are responsible for local advertising and the promotion of their special offers. However, most manufacturers today create and support national brand image and advertising campaigns. Accordingly, this campaign is designed for the international market.

Review of Marketing Plan

Strategic marketing plan is concerned with adapting the organization to a changing environment more effectively than their competitors. "Organization succeeds when they meet the needs of customers more effectively than their competitors" (Doyle 2002, p. 92). The market's drivers for change (Cravens & Piercy, 2003, pp 34-19), some of which are far beyond the organization's sphere of control. Adaptability becomes an inextricable phenomenon in mainstream marketing environment. The organization has to monitor key macro environmental variables (demographic, economic, technological, political, and socio-cultural) and microenvironment variables (customers, competitors, distributors, suppliers) that affect its ability to retain customers (Kotler, P. 2000). In order for it to achieve and enjoy a comparative advantage, the organization executes a careful strategic planning, and using marketing strategies to achieve this aim.

This section will briefly review some key points in our marketing plan that is highly related to our marketing communication ...