Integrated Marketing Communication Programme for Rapanui - Essay Example

? An integrated marketing communication programme for Rapanui Stage Contents Introduction..........................................................................................................................3 Classic communication method in fashion industry............................................................3 Contemporary communication method in fashion industry.................................................4 Conclusion............................................................................................................................5 Introduction Integrated marketing communication can be defined as the way of integration of all the methods pertaining to promotion of brand in order to promote a specific product or service among the targeted customers. Its goal is to make all aspects of marketing communication like sales promotion, advertising, direct marketing, public relations, online communications, social media and personal selling to work together as a unified force maximizing the cost effectiveness rather than permitting each to work in isolation. It integrates and coordinates all chosen communication and marketing tools, sources and avenues into one seamless programme that is designed for maximising the impact on customers and other end users at minimum possible cost (Kitchen and Pelsmacker, 2004, p.20). The integration affects entirely the company’s marketing channel; business-to-business, internally directed and customer focused marketing communications. Classic communication methods in fashion industry Marketing communications can be defined as the communications in marketing that is used to create a favourable image towards a brand of product or service, an idea or a person. Marketing communication allow the marketers to inform, motivate, persuade and remind consumers. Companies entering the market with fashion clothes can use all elements of communication mix in their advertising, communication, personal selling and sales promotion and public relation. Advertising Any paid form of non personal presentation and promotion of ideas, goods and services by any identified sponsor. The pages of professional magazines and newsletters are common avenues for advertising information related to the product of firm. Effective communication by means of advertising and media can make a distinction of its firm from its competitors who are less focused (Blakeman, 2007, pp.25-30). Sales promotion These are short term incentives which encourage the purchase or trial of service or product like discount for access to database over a limited time period. Publicity and public relation The programmes are designed to protect or promote the image of company or those of its products including product literature, exhibition and articles about the product of organisation in professional or in consumer publications. Personal selling Personal selling can be defined as the face-to-face interaction with one or more prospective purchasers for the purpose of making sales. Sales are generally the primary means of selling business goods and services in business-to-business marketing. Each component of marketing communication has its specific functions and own features and can be most effective in reaching a specific communication target. However, the greatest beneficial effects for the company can be achieved by integrating the individual elements of integrated marketing communication. Contemporary communication methods in fashion industry A number of emergent and contemporary issues affecting both the practice and understanding of professional marketing communications have become a concern for decision making and is value centred. A wide range of accessible communication options and the areas of professional practice need to be managed and incorporated under the leadership of integrated marketing communications. Marketing communication earlier includes the dominant paradigm of the agency of advertising but now it is changing. In recent years, the emergence of specialist services companies providing customized communications on behalf of client companies has increased its usage and importance (Yeshin, 1998, p.35). Such activity enhances the effectiveness of communication reach. It addresses themes like corporate ethics and reputation, issues of corporate communications, specific targeting of young consumers, emergence and role of new communication technologies and corporate social responsibility (Jain, 2008, p.30). These themes have an impact on both the development and implementation of marketing communications and also on the role of integrated marketing communications. However, social media plays a vital role in contemporary marketing. As consumers increasingly influence each other and they share their views on products and brands over internet, so social media plays significantly in the strategies of contemporary marketing. Internet, especially social media as a marketing channel offers potential tools for reformation. Social media is a very effective tool to gain the visibility of company and its products. By using the applications of social media, companies can reach relatively large and new target groups faster than through use of traditional channels of marketing. The audience has also shown its interest by giving response to message (Schultz, Tannenbaum and Lauterborn, 1993, p.30). Conclusion Communication in the field of fashion industry is one of the fields of mass communication where the mediums or modes of mass communication are used to promote fashion. It can also be used for communicating with consumer or with masses. Fashion marketing applies the business philosophy and range of techniques that centres on the potential customer of clothing and clothing related products and services in order to meet the long term goals of organisation. Both the classic and contemporary communication methods can be utilised to reach to the target audience. Stage 2 Contents Introduction........................................................................................................................8 Situation Analysis................................................................................................................8 Marketing objectives...........................................................................................................10 Marketing strategies.............................................................................................................10 Marketing tactics/methods...................................................................................................11 Marketing calendar...............................................................................................................12 Marketing budget allocation.................................................................................................15 References.............................................................................................................................17 Introduction Rapanui is a brand of eco fashion which is belonging from the Isle of Wight. It makes men’s organic clothing and women’s organic clothes. The ethical fashion of Rapanui is made from natural and organic fabrics in an ethical and wind powered factory. The organic, ethical and low carbon approach to their clothing is unique. Their real contribution to sustainability comes from the traceability of their products. Their product is made from the seed which is sewn, then picked and spun and later sewn and transported. It is traceable from seed to shop. It has developed a new eco-labelling system for summarising the detailed information on the packaging of clothes. Rapanui make it easy for consumers to shop quickly with a conscience. Rapanui continues to be an ethical fashion brand creating bestsellers like Women’s organic clothing and Bamboo t-shirts which strive to repair the relationship between fashion industry and sustainability. Rapanui has the objective to attract its desired customer, the student population at British colleges and universities. The study focuses on devising an annual integrated marketing communication programme for Rapanui through which it can attract, target, connect and communicate with the student market and can extend its market share within the young casual clothing sector. Situation Analysis Situation analysis is the first step in integrated marketing communication. Situation analysis makes a research on the potential of industry, the current sales of company, worst consumers, best consumers, and most profitable services and products. The situation analysis takes into account the environment of market and any foreseeable trend in the market like size and potential for growth to which the company is positioning them. Strategies, budgets and objectives all forms part of the evaluation process. Internal analysis Rapanui have come up as an independent organisation taking all complexities in specifications, labelling and small print of clothing rounding it into a simple grading to facilitate the consumers with quick shopping with a conscience. The eco labelling system of Rapanui has made the consumer powered transformation of clothing industry possible. Further, it has made the easy visual identification of different labels on clothing compatible with the market now. External analysis SWOT Analysis Strengths The strength includes policies or formulas to be used by the company that can give an edge to the company in brand positioning, name recognition and bottom-line revenue. The biggest strength of Rapanui clothing is that the organic, ethical and low carbon approach to their clothing is unique. Their award winning ethical fashion is made from natural and organic fabrics in an ethical and wind powered factory. They operate from plantation of seed to processing of fabric which is then manufactured and transported. This traceability from seed to shop is award winning. Weaknesses The retail fashion industry is a solid business with ever present consumer demand and ever changing styles. While megastores and supercenters ruled over the past two decades, more and more consumers are looking for change. They are looking for more customer friendly and serene shopping experience. Rapanui have to devise its clothing structure as per the changing needs of its target consumers. Opportunities The eco system labelling of Rapanui clothing has got much award and recognition which provides much opportunity to the organisation to capture a large market share in its demographic targeted market segment by providing the consumers with its eco fashion brand. Threats The threat to Rapanui clothing can be the cost aspects and the effectiveness of its marketing strategy. Further, the threats are also related to the new retail shops that may or may not open in future. . Marketing objectives The marketing objective of Rapanui clothing is to tap the market of its desired customer, the student population at British universities and colleges with its eco labelled products. Its business aims to make a genuine contribution towards sustainability. Rapanui has undertaken all the complexities in specifications, labelling and small print of clothing to round it to a simple grading with an objective to let the consumers shop quickly, without any conscience. Though the eco labelling system of Rapanui has gained much recognition and awards, the marketing objective of Rapanui is to make a difference in the market through its eco labelling initiatives. Marketing strategies Knowing the customer base The company need to identify as which demographic will be interested in its product. It requires understanding the base of customer by studying the fashion of various demographics. Moreover, the company need to analyse on the motivation of customers behind purchasing clothes. It has quoted that garments can represent a certain group or lifestyle and is a form of self expression. So, such clothing should be offered which satisfies the needs of customers. Understanding retailers The most appropriate retailer should be identified for the product by making a study on both designer and retailer. The catalogues of all major department stores should be reviewed for keeping abreast on the upcoming trends and patterns. The retailers catering to particular demographics should be known. Additionally, the marketing style and supply chain of each retailer should be known. Adapting to market forces Because of globalisation, the marketplace is rapidly changing. A single t-shirt can be made in several countries, consumers can buy clothing online and stores are also opening in several different countries. All these can pose serious challenges to the company. The fashion websites should be studied which have stylish and effective layouts. How retailers are using globalization for lowering costs and how the designers can make outsourcing to their competitive advantage should be learnt. Marketing tactics/ methods Visual communication method Apart from the marketing communication by way of advertising, personal selling, sales promotion, personal selling and public relation, the visual communication methods can give a significant contribution towards achieving the marketing objective of Rapanui clothing. The clothes or items do not speak the most visually. However, there are certain other things that are seen by the consumers. In today’s age of internet, a blog can really make a difference. Many marketing students, fashion students and students associated with other design related trade are required to learn the art of blogging in school. In a blog of personal fashion, the liked pictures and links highlighting the hottest trends, interviews of designer and video clips of different shows are found which can be posted by the company in its own site. The graphic design can be used by the company for creating its background and a look for its blog. This makes the outlet multi-faceted for visual communication. A look book can be created by the company which is a collection of compiled photographs to showcase the elements related to the fashion industry. A look book can show the work of designer, photographer, model or stylish. The look book enables to convey the immense skills in a short and concise way. However, the front window display of a store is also a tool of visual communication. The marketing experts and retailers use the front window displays to highlight specific images which can encourage the consumers towards the store. The displays focus on a central theme or element. A winter display can convey the feeling of a whole season. Further, window displays are a significant visual communication tool. Certain visual representation of the blog for Rapanui is as follows: Marketing calendar A marketing calendar is an essential tool required by every business owner in its toolbox. Well planned calendar can provide an empowerment to eliminate those investments in marketing that does not produce results and can make their replacement with initiatives which are powerful. Creation of a marketing calendar requires the following steps to be followed: Identification of goals The first step in the creation of an effective marketing calendar requires considering the business goals as to whether the company is looking to increase the sales of a particular item or to increase the overall sales, whether it is planning to introduce a new service or product to the market or whether it likes to engage a new demographic in its customer base. The action step requires in this step is to write down the goals and being very specific in doing so. Each goal should be measurable, specific, realistic, and attainable and time sensitive. Determining timeline Once the specific goals have been identified and the date within which it is to be met, the next step requires looking at a calendar to determine how and when it will focus on its marketing efforts to reach its goals. A consumer should be exposed to its message of marketing at least seven times prior to making a response. So, it is required to make a planning ahead and should initiate the marketing prior to expectation of results. The marketing efforts should be tied into a community event or holiday. It becomes more relevant and appealing to the target audience. The action step to be taken here is to review the calendar of community event or holiday. The dates should be determined when promotions can be run around these events. For example, if the target audience is youngsters, knowing that they celebrate the year end and New Year eve then promotion can be run in the month of December-January. Planning of tactics A tactical plan should be developed which will help to reach the goals. How the company is going to present its message to its target audience. For this, research should be done on where its target audience spend their time. How much money and time the company have to put behind its marketing goals should be considered and the marketing options should be evaluated that can position the company in front of its ideal customers. This will facilitate eliminating the marketing initiatives that will exceed the budget and at the same time, it will eliminate the time commitment that exceeds the availability of company. Certain marketing options can include direct mail; print advertising, social media advertising, radio advertising, community fairs, and website promotions, building relationship on face book, twitter, LinkedIn or You Tube. The action step required here is to survey on the current ideal customers as to where they spend their time and investigating on the advertising opportunities that can reach the target demographic. Evaluation and execution of plan After identifying the business goals, determining the timeline and planning the tactics, the next step requires making investment and tracking the results. After making an investment each time, the results should be tracked carefully to determine what works and what does not work for the business of the company. This will enable to refine and adjust the budget, goals and tactics. This will create more effective and stronger marketing campaigns. The action step required in this step is to implement a tracking policy that requires the staff of the company to be diligent in offering promotions when they can be tracked. Further, the results should be evaluated on a quarterly basis. After taking time for identification of goals, determining timeline, evaluating and executing the plan, the business can be positioned for growth and revenue can be increased. The marketing calendar for the quarter April-June for Rapanui Company for the year 2013 can be designed in the following manner: Activities Scheduled time Starting date Ending date Website designing and promotion 2 weeks 1/4/2013 14/4/2013 Blog creation 1 weeks 15/4/2013 21/4/2013 Sms campaign 1 weeks 22/4/2013 28/4/2013 Print and magazine advertisement 2 weeks 29/4/2013 12/5/2013 Exhibit, trade shows and conferences 1 weeks 13/5/2013 19/5/2013 Brochures and catalogues 2 weeks 20/5/2013 2/6/2013 Sales negotiation training 3 weeks 3/6/2013 24/6/2013 Marketing budget allocation Allocation of a percentage of projected or actual gross revenues depends on several factors like the size of business, the type of industry and its growth stage. The marketing budget should be split between brand development costs and the costs of promoting the business. How much amount to be spent on marketing and how to spend it requires having a plan. So, marketing budget forms a part of marketing plan. The cost of achieving the marketing goals within a certain timeframe should be outlined. After developing the marketing plan and budget, the plans should be revisited often and the return on investment should be tracked. It is required to be assessed as to whether the spending is actually helping in achieving the marketing goals rather than sticking to the budget. The tactics should be compared and the seasonal effects should be analyzed like whether a particular quarter is more profitable than the other. Marketing plans should be maintained at a minimum on an annual basis and should be revisited if there is a change in market landscape or if a new product/service is launched. Allocation of marketing budget for Rapanui with a budget of ? 15 K can be done in the following manner: Website- ?4K Blog- ? 2K SMS campaigns- ?1K Print and magazine advertisements- ?1K Exhibits, trade shows and conferences- ?2K Brochures and catalogues- ? 2K Sales negotiation training- ? 3K References Kitchen, P. and Pelsmacker, P., 2004. Integrated Marketing Communications: A Primer. New York: Routledge. Blakeman, R., 2007. Integrated Marketing Communication: Creative Strategy from Idea to Implementation. Maryland: Rowman & Littlefield Publishers, Inc. Yeshin, T., 1998. Integrated Marketing Communications: the holistic approach. Oxford: Butterworth-Heinemann. Jain, S., 2008. Integrated Marketing Communication: Trends and Innovations. India: Global India Publications Pvt. Limited. Schultz, D., Tannenbaum, S. and Lauterborn, R., 1993. Integrated Marketing Communications. 2nd edition. United States: McGraw Hill Professional. Read More