FRENCH CONNECTION'S MARKETING STRATEGY.

French Connection's Marketing Strategy

French Connection's Marketing Strategy

Introduction

Marketing strategies should be turned into specific action programs that answer the following questions: What will be done? When will it be done? Who is responsible for doing it? And how much will it cost? For demonstration, the supervisor may desire to boost the sales promotion as a key strategy for being triumphant market share. A sales promotion action plan should be drawn up to outline special offers and their dates, trade shows entered, new point-of-purchase displays and other promotions. The action plans show when activities will be started, reviewed and completed. The Internet has become a global revolution and that it is inconceivable right now to think of any other way to exchange software and data files through any other means. What's even more amazing is that things are also being moved through the use of Internet. The B & H Incorporated's Home Office recognizes the computing product lines is in charged of conceptualizing marketing strategies to sell its desktop PCs, notebook computers and handheld microcomputers. This paper looks into the viability of targeting three generational groups but zeroing in on the parent who needs all the information both at work and at home.

Overview

In 1997 the French attachment assembly PLC embarked on a rebranding of its flagship French Connection line of apparel, which was traded in both department shops and stand-alone business shops all through the world. The company's bureau, TBWA\London, utilised an internal company moniker, FCUK (French attachment joined Kingdom), as the conceptual cornerstone for a freshly brash emblem image. Featured on merchandise marks, storefronts, and in advocating that overtly boosted the subliminal rearrangement of the acronym, the letters FCUK proved an immensely thriving trading device. The emblem title was exported to North America in 1998, and subsequent advertising crusades utilised the near-obscenity to incite predictable and, for French Connection, lucrative controversies. A2003 publish and promotional crusade on behalf of a line of FCUK fragrances, although, was bolder than previous FCUK campaigns, and it met with more blended results.

The 2003 crusade, called "Scent to Bed," leveraged a projected $10 million allowance to introduce American teens and juvenile adults to the fragrances FCUK Him and FCUK Her. The conspicuous significances of the tagline and merchandise title were bolstered by an image, in publish publicity, of an attractive, nearly nude couple in an intimate bedroom situation. The publicity ran in men's and women's fashion publications as well as in teen magazines. Planned promotional tie-ins included in-store handouts labeled "License to FCUK," which touted a "Scent to Bed" website.

French Connection was not, however, adept to mobilize the campaign's full allowance or promotional capacities. Widespread protests by religious and concerned-citizens' groups led the country's largest department-store company—Federated, the owner of Macy's, Blooming-dale's, and Goldsmith's—to remove all FCUK products from its inventories, and the "Scent to Bed" ads were pulled from the teen magazines in which they had been placed. Though French attachment described powerful sales of the FCUK fragrances, the trading campaign ...