Integrated Marketing Communication Project for Mulberry Company

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TABLE OF CONTENTS

INTRODUCTION3

INDUSTRY3

OVERVIEW OF THE HOST ORGANIZATION3

Financial overview4

Corporate mission and vision5

Business mix product portfolio5

OVERVIEW STEO FACTORS6

Political issues6

Economic health6

Social trends customer behaviour7

Technological drivers7

Market related threats and opportunities8

MARKET STRUCTURE8

OVERVIEW OF CENTRAL BRAND OR ORGANIZATION9

Brand Evaluation9

Current distribution policy and pricing policy9

Summary of strengths and weaknesses9

Overview of future strategic direction for the product brand10

PROJECT IDEA10

Identification of the core marketing opportunity or problem10

What are the problems the brand faces10

Commercial initiative opportunity you have identified10

Your recommendation11

REFERENCES12

Introduction

Mulberry Group (Mulberry) is engaged in the design and manufacture of fashion clothing, accessories and products of interior design. The company sells its products through wholesale channels as well as through its own retail shops in the UK and internationally. Mulberry offers its products under the brand name Mulberry. The group operates in the US, Asia, Europe and the UK. It is headquartered in Bath, the UK and employs around 721 people.

This proposal discusses the integrated marketing communications project for the Mulberry Company.

Industry

The company belongs to the manufacturing industry and lies in the fashion accessories sector. The company prevails in the United Kingdom and

The following companies are the major key players and the competitors of Mulberry

Pittards plc

Debenhams plc

Burberry Group plc

NEXT plc

Super Group Plc

Overview of the host Organization

The business has performed strongly with demand increasing for our products as the year progressed. We have continued to invest in the business both in the UK and internationally, using retained profits and cash flow. This strategy has enabled the Group to continue to grow and increase market share despite challenging market conditions (Bertrand and Guillaume, 2002, pp. 23).

Financial overview

The financial overview of the company is as follows:

Mulberry Group Peer Group

Enterprise Value (USD in thousands)

EV / EBITDA

Relevance Score

2012

next 12 mth

Mulberry Group

1353169

20.38

23.18

Ross Stores

8670595

6.75

6.92

100%

Hennes & Mauritz AB

42,945,440

10.45

10.72

98%

F & A Aqua Holdings Inc.

290 269

5.69

5.88

90%

Etam Developpement

421 226

2.66

2.75

90%

Fast Retailing

16,929,531

8.30

8.22

83%

FJ Benjamin Holdings ...

148 158

6.40

7.12

83%

Mulberry Group Benchmark

EV / EBITDA next 12 mth

Company

Mulberry Group

23.18

Peer group

Mulberry Group Excluded

9.20

Mulberry Group included

9.31

Sector

Apparel Retailers

6.83

S & P 500

6.88

STOXX Europe 600

5.52

Country

GBR

5.48

As expected, wholesale customers were wary of the economic outlook, and ordered conservatively for the autumn 2009 and spring 2010 seasons. Practically, the sales of the company have been remarkable in its shops and have been robust and there has also beena strong demand during the middle season of the stock replacement.

Corporate mission and vision

A key objective of the management team has been the continued development of our business internationally. In particular, our business in Asia is growing rapidly with wholesale revenues expected to increase by more than 100% during the new financial year. It has been clear that the company has the best products that are not only selling domestically but are also appealing tot the international consumers (Donthu & Garcia, 1999, pp. 52).

Business mix product portfolio

It is no secret that the success of a company is to fully satisfy customers, they are the main reason for the survival and proper functioning of any business, and to make them feel comfortable and purchase products and services offered using what is commonly called marketing mix and marketing ...