H&M Communication Campaign Case Study Example | Topics and Well Written Essays - 2000 words

H&M Communication Campaign - Case Study ExampleThe realisation of that potential, however, is detail upon the formulation and implementation of a market plan as which would create consumer cognizance of the brand, on the champion hand, and incite the purchasing decision on the former(a). This necessitates the capitalisation upon both bloody shame and H&Ms already subsisting market appeal and pre-existing consumer loyalty and trust.To ensure the popularisation of the brand, it is imperative that M by bloody shame engage in a marketing communication campaign designed to disseminate information almost the line and to familiarise the consumer style market with it. The primary goal of the campaign is to increase market awareness of the line, with campaign success measured in terms of message penetration as evidenced done sales figures.The campaign will be comprised of a mix of advertising and public relations, supported with reign over mail. Paid advertisements will target the defi ned global consumer segment and public relations, the launching of the lines in respective(a) markets. Advertising will consist of magazine, billboards (outdoor advertising) and TV. Public relations will consist of the distribution of promotion packages at the launch events, with the former being highly publicised events featuring celebrity guests.M By Madonna offers the smart young consumer an entire elbow room divagate at an inexpensive price. Realising the importance of dress as a statement about who one is and where one is heading, the line extends consumers the opportunity to look fashionable and expensive without having to pay dear for it.3BackgroundFounded in 1947, H&M has grown from a small Swedish fashion outlet to one of the worlds largest fashion retailers, with over 1,300 stores and operations in 24 countries. Always associated with the youth market, H&M provides both male and female fashion consumers with trendy, often jet-setting, fashions and high quality produc ts at affordable prices (Nolan, 2006). As such, it provides the youth market with the haut couture look at retail prices. The Madonna-H&M venture is a potentially promising addition to the youth fashion market. The resultant line, M By Madonna, provides the youth consumer with an entire range of youth clothing and accessories, suitable for wear at the office, at university/school, for leisure, formal and casual occasions. It is, in other words, a highly varied, multi-purpose line. M By Madonna combines between youthfulness and elegance and, as such, provides the fashion consumer with timeless, multi-purpose and multi-occasion designs. Distributed to fashion stores across the world, not to mention H&M outlets in March 2007, the line has horrendous market potential should the campaign succeed in capitalising upon both H&M and Madonnas market reputations and consumer appeals.4Situation Analysis4.1GoalsThe primary goal of this communication campaign is to create consumer awareness of t hem by Madonna line and disseminate relevant information regarding points of acquire, whether physical (stores) or virtual (web) locations.The secondary goal is to ascension the visibility level of M By Madonna, in what has often been referred to as an increasingly retail-crowded consumer market milieu and to establish awareness of the line as the optimal youth fashion choice.Other goals can be expressed as followsPositioning of the lineBrandingInfluencing positive consumer perceptions of he fashion line, thereby inciting the purchase