Fashion Industry Imc Campaign Lisa Brown

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INTEGRATED MARKETING COMMUNICATIONS
CAMPAIGN PROPOSAL

 

Integrated Marketing Communications Campaign Overview for Lisa Brown

 

1
 |
 P a g e
 
 

 

 


 

Overview
As
 a
 small
 boutique
 designer
 label,
 Lisa
 Brown
 has
 limited
 resources
 to
 implement
 a
 detailed
  marketing
 plan.
 However,
 in
 such
 a
 competitive
 environment,
 it
 is
 increasingly
 important
 for
  the
 business
 to
 adapt
 marketing
 and
 communication
 strategies
 to
 maintain
 brand
 awareness
  and
 long-­‐term
 business
 viability.
 
  MEVA
  Communications
  is
  an
  innovative
  creative
  agency
  specialising
  in
  the
  implementation
  of
  tailored,
  integrated
  marketing
  communications
  (IMC)
  campaigns.
  MEVA
  recognises
  there
  is
  great
 potential
 for
 improvement
 in
 the
 marketing
 and
 communication
 tactics
 currently
 used
  by
 Lisa
 Brown.
  MEVA
  therefore
  proposes
  the
  implementation
  of
  a
  fully
  comprehensive
  IMC
  campaign
  that
  will
 guide
 Lisa
 Brown’s
 marketing
 and
 communication
 activities
 for
 the
 next
 12-­‐month
 period.
  This
 proposal
 will
 provide
 an
 overview
 of
 the
 scope
 of
 an
 IMC
 plan
 for
 Lisa
 Brown
 and
 what
  MEVA
 will
 deliver
 upon
 successful
 tender
 of
 the
 project.
 
 

Situation Analysis
A
  situation
  analysis
  is
  a
  vital
  tool
  for
  identifying
  the
  critical
  factors
  influencing
  the
  operations
  of
 a
 business.
 When
 undertaken
 efficiently,
 this
 tool
 can
 assist
 in
 creating
 the
 framework
 for
  reviewing
 a
 strategy,
 the
 position
 and
 the
 direction
 of
 the
 brand,
 and
 can
 highlight
 profitable
  implementation
  approaches.
  In
  order
  to
  develop
  an
  effective
  IMC
  campaign
  for
  Lisa
  Brown,
  MEVA
 Communications
 will
 undertake
 a
 comprehensive
 situation
 analysis.
 The
 IMC
 plan
 will
  include
 the
 following
 analyses:
  • • An
  industry
  analysis
  to
  provide
  a
  broad
  perspective
  of
  the
  industry
  size,
  trends
  and
  marketing
 strategies.
 
  A
  competitor
  analysis,
  which
  will
  identify
  competing
  brands
  on
  both
  a
  local
  and
  national
  level.
  It
  will
  also
  provide
  an
  indication
  on
  the
  reach
  of
  the
  market
  and
  distribution
 of
 market
 share.
 
  A
  PEST
  (political,
  economical,
  social
  and
  technological)
  analysis
  will
  identify
  the
  broader
 macro-­‐environmental
 factors,
 which
 may
 affect
 Lisa
 Brown.
 
  A
  SWOT
  analysis,
  which
  will
  identify
  the
  strengths,
  weaknesses,
  opportunities
  and
  threats
 in
 relation
 to
 the
 Lisa
 Brown
 brand
 and
 provide
 a
 basis
 for
 many
 of
 the
 tactics
  and
 strategies
 to
 be
 developed
 and
 implemented
 in
 the
 plan.
 

• •

MEVA
 has
 undertaken
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