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 contingent upon the formulation and implementation of a market figure as which would create consumer sensory faculty of the brand, on the one hand, and incite the purchasing decision on the other. This necessitates the capitalisation upon both bloody shame and H&Ms already existing market appeal and pre-existing consumer loyalty and trust.To ensure the popularisation of the brand, it is imperative that M by Madonna engage in a marketing communicating campaign designed to disseminate information about the line and to familiarise the consumer fashion 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 through sales figures.The campaign will be comprised of a mix of advertising and public relations, supported with direct mail. Paid advertisements will target the defined globa l 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 announce events featuring celebrity guests.M By Madonna offers the trendy young consumer an entire fashion lam at an affordable 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 dearly 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 products at affordable pri ces (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 ugly 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 chat campaign is to create consumer awareness of them by Madonna line and disseminat e relevant information regarding points of get, whether physical (stores) or virtual (web) locations.The secondary goal is to rising slope the visibility level of M By Madonna, in what has often been referred to as an increasingly retail-crowded consumer market environment and to establish awareness of the line as the optimum youth fashion choice.Other goals can be expressed as followsPositioning of the lineBrandingInfluencing positive consumer perceptions of he fashion line, thereby inciting the purchase