Marketing Communications Campaign Assignment Sample

Introduction Of Marketing Communications Campaign

The outlined media strategy program's goal is to help Burberry take advantage of its potential while addressing the problems that have been highlighted. The strategy seeks to explore theSwot and Pestle for the company to increase its consumer base. To accomplish these goals, the strategy plans to concentrate on developing novel user groups, untapped markets, pricing strategies, personalized interaction, and collaborative efforts.

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Marketing Communications Objectives

Many advertising communication goals may be established for Burberry according to the setting assessment and the recognized issue subjects:

• Improve consumer awareness- Between the present average of thirty per cent (based on a company poll), raise reputation to 45 per cent throughout six months. This goal has been established to deal with the problem of a restricted audience as well as the requirement to broaden the marketplace's impact. Burberry may reach markets that are untapped and draw in fresh clients by raising brand recognition.
• Improve client involvement- From July to the end of September 2023, boost online interaction by fifty per cent (Rossiter, 2018). This goal stems from the requirement to boost visual engagement and recognition via targeted marketing and online campaigns. Burberry may promote client loyalty through solid connections with its intended consumers.
• Raise the internet sales efficiency between the present rate of 3 per cent (source: corporate statistics) to five per cent during six months between July to the end of 2023. The necessity to provide possibilities for client acquisition is addressed by this goal. Burberry may take advantage of the elevated popularity and involvement of the company to boost revenue by boosting conversions.
• Strengthen client devotion- During a single year, from the beginning of 2023 to July 2024, raise the client satisfaction ratio from what it is now of a quarter (based on internal statistics) to 35 per cent. This goal is established in response to the acknowledged requirement to improve the whole client experience. The company could establish enduring connections with its consumers and promote repurchases by putting a strong emphasis on client happiness and commitment.

marketing Communications Strategy- Stdp Strategy

Market division mix of psychology, demographics, and behavioural criteria may be used to divide the Burberry markets (Burberry, 2023). Utilizing geo-demographic categorization networks, including ACORN that offer a comprehensive understanding of client attributes according to regions, is one strategy. It could make it easier to pinpoint important demographic groups that fit Burberry's intended customer base, including wealthy urban residents, fashion-forward people, and premium shoppers.

The following are examples of particular markets of focus for the brand's advertising interactions:

• Bringing fresh consumers- Engaging those who aren't yet acquainted with the company and could be interested in expensive clothing and want to show off their sense of fashion.
• Presentconsumersto existing clients to strengthen their commitment to the brand as well as promote frequent buying via tailored discounts, invitation-only gatherings, and tailored messaging (Rajer, 2023).
• Lapsedclientsback in touch with clients who haven't bought anything in the past and entice those using rewards to come back and rekindle their enthusiasm for the brand's goods.
• Clients from direct rivals are targeted to persuade individuals to choose an alternative brand by emphasizing the company's unique selling points as well as distinguishing factors.

In order to fulfill marketing goals and objectives differentiated targeting strategy will be followed by the organization. Accordingly, varied marketing mix will be drafted to attract the target market. Burberry will position its products & services on the basis of quality and innovative trends. By highlighting these aspects in advertisement firm will entice the decision-making of customers. The possible client profile for Burberry is a wealthy young woman called Mia. She is a stylish person who appreciates excellence, confidentiality, and creativity. She is tech-savvy highly and looks for upscale businesses that share the same values as she does. Miais catered to by Burberry's line of goods, which include fashionable trench coats with distinctive tartan patterns, elegant accessories, as well as cutting-edge healthcare. Miaconnects to the organization's modern and opulent reputation because of the company's dedication to inclusion and young lifestyle.

Point of parity (POP) as well as difference (POD):Burberry has a trait common to various high clothing manufacturers in that it produces excellent, premium items. Its distinctiveness, yet, comes from its deep British background, distinctive plaid structure, and cutting-edge aesthetic components. Burberry distinguishes itself from rivals by fusing confidentiality, creativity, and inclusion. This results in a unique selling point and a strong relationship with clients.

By taking into account elements including business views, client tastes, and competition tactics, Burberry may create a view-based branding map. The present role strikes a compromise between custom, originality, and secrecy. To take the place that it wants, Burberry must strengthen its ties to avant-garde fashion as preserving its illustrious history of quality and classic elegance. The firm's existing and anticipated standing about rival brands may be seen through an interactive company track, which also allows it to discover chances for distinction and successful interaction with the demographic it is aimed at. By doing assessment, it has found that

Creative Strategy

The primary messaging for the brand's innovative approach has to be in line with the goals of the advertising effort and take care of the problems that have been noted. The main points might be:

• Limited access and creativity-focusing on Burberry's distinctive styles, forward-thinking attire, and the utilization of innovative supplies or technology.
• Diversification and society-Highlighting the brands of Burberry dedication to young society, variation, and its initiatives to interact with those around it via marketing and partnerships.
• Authenticity and craftsmanship-Upholding the brand's image for premium components, precise construction, and meticulous regard to specifics.

The imaginative concept needs to appeal to the intended market and capture the spirit of the Burberry Company. The theme of the talk can be “Bringing out Inner Style Icon.” This concept honours uniqueness, independence, and the capacity of style to reshape and enliven people.

Ambitious and showing the firm's distinctive marketing characteristics, the artistic allure is expected to attract the interest of the desired market. It may combine elements of aesthetic and psychological attraction, emphasising the corporation's recognizabletartan structure, premium goods, and the way lives are connected to Burberry.

A multiple interfaces technique including social networking sites, online channels, newspaper advertisements, as well as hands-on advertising may be part of the plan of action (Blakeman, 2023). For instance:

• On social networking sites and online channels, interact with the intended clients by creating aesthetically appealing material, working with influencers, and running consumer initiatives that display Burberry items in actual settings.
• Printing commercials- Include eye-catching images of Burberry's classic items and captivating language that conveys the corporation's core messaging and points of differentiation.
• Immersive promotion-Organize high-end occasions, runway shows, and display activities that completely engulf clients inside the Burberry universe and create an unforgettable and ideal encounter with the company.

Promotion Mix And Media Selection

How much a company should be heard/seen compared to its competitors?

Identifying the company's proportion of the marketplace and percentage of discourse about its rivals necessitates examining the sector's expenditure, the media that is accessible combination, and rivalry parity. The sum that is spent on marketing and advertisement in the clothes industry is referred to as segment marketing. The degree of rivalry and the amount of money needed to successfully reach those who are targeted may be determined by analysing expenditures.

The variety of promotional devices and mediums that may be used to distribute the brand's advertisements is referred to as the obtainable medium combination. This covers both conventional forms of media including newspapers, TV, and radio along with contemporary ones including social networking sites, digital marketing, as well as influencers (Lim, 2022). The business's relative importance to its rivals is determined by its rivalry equality. It is crucial to evaluate the company's portion of the marketplace (market percentage) as well as its share of discourse (the existence in marketing and marketing activities) concerning rivals. This research aids in determining the number of advertisements required to hold onto or gain market dominance and successfully operate in the sector.

How your subgroups are related to target audiences.

Different sub-target categories may be identified inside Burberry's primary target market according to a variety of factors, including item tastes and viewing patterns. Since they constitute distinct subsections with distinctive traits and behaviours, these categories have a connection to the audience for which they are intended (Salam, 2021). The rich urban dweller's category, for instance, can be divided into smaller groups according to the products that each subsection prefers, including people who favour Burberry's renowned outerwear, those who were whose favour the company's baggage and scarfs, or the ones that are drawn to Burberry's cosmetics alignment. As an example, some members of the demographic being targeted could be devoted followers using online networking sites, whereas some could enjoy more conventional media sources, such as publications.

Setting quantifiable media objectives and demonstrating how each media objective is related to each marketing communication objective.

Particular measurable media goals that correspond to the advertising goals might be created to get the required degree of awareness for the company. For instance, one goal for promotional communications would be to raise brand recognition within the targeted audience of 18–25-year-old youthful style fans. A media outlet's goal about this may be to expose three times during an amount of time, like one month, to a minimum of seventy per cent of that demographic (Shields, et.al, 2022). Boosting current client revenue might be a different aim for advertising communications. The marketing goal with this may be achieving fifty per cent of the current client's category not less than a few times per month, fostering client retention and commitment to the company.

Explain and justify your choice of promotion mix and media mix.

To reach young people, Burberry uses digital advertising on sites involving TikTok as well as Instagram, in addition to PR initiatives via interesting web material as well as sales campaigns that target current consumers with individualised messages and reward programs (Munsch, 2021). Internet and standard methods are used in the advertising mixture to successfully communicate with those who are targeted. Brand recognition is increased via influencer advertising activities. This complete plan is in line with customer choices, marketing goals, and well-liked media sources.

Campaign Implementation

Measures Of Campaign Outcomes

Put in place an evaluation procedure with oversight measures to keep track of the campaign's success and evaluate results.

• Continue to track and assess development.
• Establish each week or KPIs that are in line with your goals.
• Implement KPIs for quantifiable standards to monitor advancement.

Create a few every week KPIs to be used to track the accomplishments of the campaign as well as then evaluate results:

• Brand Recognition- Boost interest in the company by ten per cent per week.
• Sales Transformation per cent weekly growth in efficiency of conversion (Nguyen-Viet, 2023).
• Client involvement- fifteen 15 cent weekly growth in social networking involvement.
• Online Traffic - Boost weekly internet usage by twenty per cent.

Keep an eye on Key performance indicators to evaluate the success of campaigns while making necessary modifications. Contingency planning could involve-

• Changing the communication balance and distributing assets, among other things.
• Introducing new sales rewards or campaigns.
• Using fresh artistic components or content.

Customize plans to depend on observable possibilities and obstacles to improve outcomes and meet deadlines. In other words, benchmarking techniques will be used for evaluating and monitoring performance. This technique helps in assessing deviations which take place in current performance by doing a comparison of actual outcome in against the standards (Hajiaghayi, 2022). Thus, by taking corrective measures on time Burberry can achieve marketing goals to the significant level.

Setting Indicative Campaign Budget

The budgetary allocation is broken out as follows-

• Creativity Approach- Set aside money for idea creation, advertising, graphic arts, and manufacturing to produce appealing content (Bajalia, 2020).
• Networks Mix- Allocate funds for media planning and positioning throughout conventional, blogger, and internet ad-media as well as social networks.
• Marketing Execution- Set aside funds for managing projects, collaboration, and if necessary event preparation.
• Tracking KPIs as well as marketing optimization-Set aside money for statistical analysis, analyzing data as well as tracking technologies (Hamann, et.al, 2021).
• Emergency Strategies- Allocate money in the budget to account for last-minute changes or issues throughout the advertising effort.

The exact spending plan must be supported by information on the intended clients' viewing patterns, the study's findings the marketplace.

• Put more money into projects and strategies that have a chance to have a big effect.
• To optimize the use of resources, constantly examine and evaluate the allocation of funds.
• To maximize and allocate resources according to changing demands along with efficiency metrics.

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Conclusion

The goals of Burberry's advertising outreach program are to increase interactions with clients, boost e-commerce effectiveness, and raise client consciousness. To reach particular audiences and highlight Burberry's distinctive selling propositions, its advertising plan uses segmenting the market, differentiation and innovative content. The marketing initiative execution plan specifies the steps, advertising strategies, and publications to be used. A sum of money has been set aside after taking into account the main metrics of performance that are being employed to assess the marketing results.

References

Books and Journals

• Bajalia, A., 2020. Where are we now? Public relations professionals discuss measurement and evaluation.Public Relations Journal,13(2), pp.1-23.
• Blakeman, R., 2023.Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.
• Hajiaghayi, M. and Springer, M., 2022. Analysis of a learning-based algorithm for budget pacing. arXiv preprint arXiv:2205.13330.
• Hamann, C.J., Daly, E., Schwab-Reese, L., Askelson, N. and Peek-Asa, C., 2021. Community engagement in the development and implementation of a rural road safety campaign: Steps and lessons learned.Journal of transport & health,23, p.101282.
• Lim, W.M. and Guzmán, F., 2022. How does promotion mix affect brand equity? Insights from a mixed-methods study of low-involvement products.Journal of Business Research,141, pp.175-190.
• Munsch, A., 2021. Millennial and Generation Z digital marketing communication and advertising effectiveness: A qualitative exploration.Journal of Global Scholars of Marketing Science,31(1), pp.10-29.
• Nguyen-Viet, B., 2023. The impact of green marketing mix elements on green customer-based brand equity in an emerging market.Asia-Pacific Journal of Business Administration,15(1), pp.96-116.
• Rajer, N., 2023. New marketing models for developing a marketing strategy.International Journal of Innovation in Marketing Elements,3(1), pp.23-29.
• Rossiter, J.R., Percy, L. and Bergkvist, L., 2018.Marketing communications: Objectives, strategy, tactics. Sage.
• Salam, K.N., Wulansari, R. and Harsono, P., 2021. Promotion Costs Analysis To Increased Volume Sales In The Convection Companies.International Journal of Science, Technology & Management,2(5), pp.1542-1551.
• Shields, G.E., Wilberforce, M., Clarkson, P., Farragher, T., Verma, A. and Davies, L.M., 2022. Factors limiting Subgroup Analysis in cost-effectiveness analysis and a call for transparency.PharmacoEconomics,40(2), pp.149-156.

Online

• Burberry. 2023. Online. Available through: <https://www.mytheresa.com/euro/en/women/designers/burberry>
• Perceptual Position". 2023. Online. Available through: < https://miancash.wixsite.com/burberry/map-position >