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

TASK 1:5

OUR GOAL6

MISSION STATEMENT7

PRODUCT/SERVICE8

CORE STRATEGY9

Target markets10

Competitor targets10

Competitive advantage10

UK FASHION INDUSTRY11

EFFECTIVE MANAGEMENT OF GLOBAL DEMAND DRIVEN FASHION CHAINS12

MARKETING MIX DECISIONS16

SWOT ANALYSIS17

Product and services competitiveness17

PEST ANALYSIS19

?Economic and regulatory environment19

?Political Factors20

?Technological Factor21

?Sociological environment21

Business environment24

Natural resources24

HUMAN RESOURCES25

TECHNOLOGY APPLICATIONS AND KNOW-HOW MANAGEMENT26

TASK 2:28

MARKETING STRATEGIES28

Distribution28

Modes of entry29

Human Resource Management30

Legal and Ethical Issues30

Information Technology31

Supply Chain Management31

Identify potential target markets in a global environment32

User End Customer Service33

RESEARCH AND DEVELOPMENT33

GLOBAL SETTING INNOVATION34

Technology Level34

Local Agents35

Finance Options36

Product Modification36

Pricing38

Promotional Programs39

Distribution Channels39

E-Business40

PROMOTIONAL MIX40

?The advertising41

?Television advertising41

?Outdoor advertising42

?Magazine advertising42

?Newspaper advertising42

?Radio advertising43

?Internet advertising43

?The sales promotion43

?The trade-oriented sales promotion43

?Trade shows44

CONCLUSION44

THIS PLAN IS A PREPARATION AND DIRECTION OF WORLD FASHION'S44

REFERENCES46

Task 1:46

Task 247

BIBLIOGRAPHY50

Marketing Communication Plan

Task 1:

Marketing communication is a strategic part of the marketing process and not merely a single part thereof. Communication is the message that is relayed to the customer rather than the nuts and bolts of the technology that delivers it. Communicating with your customers enables you to deliver your message to them so that they will react to it.

Communications Reaches the Consumer

Consumers are affected by the communication a brand has with them. This communication as well as the experience they have adds to the brand's value in the mind of the consumer and builds on their cognitive and emotional ties to a brand.

Think of it this way: communication is the message that is delivered to the client; marketing is the means of getting it there. Therefore, communication is not just a part of the marketing mix but also should be integrated into your customer service process -- from the accounts payable department all the way through to your sales staff and even the CEO of your company. It is your message to the customer. The message you wish to communicate with them, your ethos and way of thinking.

Knowing that communication is part of the marketing mix but also your entire company message, you need to think about what that message will be and think about it ...