marketing communication plan
...n ever before. Individually suited® is one of business which tailor cloth not only for men but also for women for business use. They have many years experience on serving business men in this business. It is suggest that cloth business, experience is the key to win. (Mangas 2005) So that, experience is the big advantage to do the business, it is the biggest threat to Grails as well. To Grails, the funding was showed as little, but founder has recently got investment £120,000 from two investors. This is a good beginning provides a brilliant perspective to this small company. There are still at least around 90% professional women in the UK can be pursued as target customers needed to be targeted in the business. This is the right time building the reputation of the organisation. Promotional objectives and positioning The promotional objectives of Grails come from the preceding analysis of the key communications factors facing Grails at present. The corporate goals of Grails are to raise the brand awareness in target market. In addition, other sets of promotional objectives can be determined as follows. Marketing objectives 1. To double the Grails turnover in suit design in next twelve months. This is justified by the advantage of Grails’ services, and absence of competitors in this special market. 2. To open at least one high street store in London West Indian Quay area in next twelve months. Open high street store in London business Area is one of the effective ways to build the awareness in write collar females. 3. To Focus on and improve ROI. Marketing communication objectives 1. To raise levels of high quality of products and services awareness among current customers to 90% in the next 12 months 2. To raise high quality product and services awareness of Grails among the target market of 25-55-year-old AB1 females over next six months 3. To achieve 50% of current customers preferring Grails as their fist-choice smart suit for business. Positioning In order to complete and achieve the stated objectives, it will be very necessary to position the brand and provide a strongest point of differentiation for consumers at the first place. This will be achieved by identifying the brand as product that not only satisfies smart suit expectation of customers but also is perceived as high quality suit for business use in female markets. The use of some professional spokespeople will be very important to achieve this goal. Promotional strategies Pull and profile promotional strategies are required as Grails is still a small business. Cuts off the middle steps and agencies but promotes the products and services directly to consumers is effective way develop a strong consumer demand for its products. Pull strategy A pull strategy will be required to achieve the awareness levels stated above and to position the brand specified. Credibility can be enhanced with the use of suitable endorsers to assist customers cognitive processing. A strategy to utilise significant opinion leaders in advertising campaign will be necessary. Also messages should focus on position that Grails is a high quality as well as smart business suit brand. To assist in educating audiences, the induction of suits making processes and sales promotion methods might be of assistance, together with exhibitions to which the 25-55-year-old business female can relate. Profile strategy A profile strategy is necessary in order to build interest and understanding of Grails by several of stakeholders, such as the employees, financial sectors and the local communities as well. The key messages given away are that Grails is a high credible financially sound company which presents a perfect investment opportunity. Moreover, it needs to emphasise high level of services delivered from employee identification The promotional mix The desired strategies are necessary to formulate two promotional mixes and allocated funds accordingly. (See budget part) The costs are approximate, the objectives and approach method will be required to determine actual before implementation. The promotional mix to support the pull strategy Advertising: Advertising is necessarily required to meet raise brand awareness and position objective. Although TV is the most effective medium for launching new product advertising campaign, it is the least medium in Grails adverting campaign we will think about. As a result of that Grails is small business and only target small percentage of consumers in the UK. However, selected magazines can provide as suitable opportunities. Such as: Company cloth, Vogue, Etc. Celebrity leaders need to be seen use and endorse the brand. Posters and leaflets are used to build awareness as well as send in store messages to customers. In order to research the current customers, specialist customers’ interest magazines should be used to keep relationship with them. Sponsorship: Sponsorship opportunities to reinforce the positioning intentions need to be located. To sponsor selected TV shows, Such as: sponsor female reporters’ dressing in selected shows, would be very useful for increasing brand awareness. And it perfectly combines with celebrity leaders to position brand. Public relations: Marketing public relations needs to focus on sponsorship opportunities and celebrity opinion leaders Web: Websites is the cheapest advertising medium at present. It could be useful to combine with sales promotions advertise the brand in selected webs. Online sales are more fashionable than before within Grails target customers. To redesign the own website put online sale functions in where, is helpful for opening more distribution channels. To awareness of website, link Grails website to high rating and related websites in our target customers is easy and cheap but effective way. Exhibition: It will be very helpful raising Grails brand awareness in special markets at the beginning when it focuses on exhibitions in special markets. Sales promotions: To current customers, sales promotion vouchers will be available for them getting discount when the new customers be brought. To all customers, with the fabric choices update, old fashion fabric could be put to on sales. The promotional mix to support the profile strategy Public relations The regular use of corporate public relations to reach all stakeholders is vital. Grails should endeavour to understand the attitude and deposition of significant stakeholders and should consider adjusting its stance necessarily. Sponsorship: Grails should use the sponsorships to keep developing its awareness wit...