IMC Campaign for H&M

BHO2265 Integrated Marketing Communications
Assessment 1
Name of the students
Student ID
Campus
Lecturer
Tutorial Session
Semester & Year
Agency name
Client
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Executive Summary
The report consists of brief IMC campaign for H&M. The main issues of the company are
discussed while ensuring IMC campaign for the target market. An IMC plan is prepared that
states the importance of capabilities of the company with its business strength and analysis. It is
important to focus on the major aspects of integrated marketing campaign to solve the real
problem. A problem is noticed by the company wherein people with shorter height faced issues
in selecting the clothes as such the customers selected clothing items from kids section. The
company observed that the market opportunity was missed and it is important that a new clothing
line such as a summer casual wear for people with age group 18 years is selected. Thereby, the
Integrated Marketing Campaign of considering new clothing line is addressed in the marketing
plan. The problem observed need to be solved therefore marketing objectives are prepared to
focus on increased sales volume and ensure that the age group has a good clothing line purchase
options. The situation analysis, product, target market, persuasion message, and communication
process are addressed in the report.
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Contents
Executive Summary................................................................................................... 2
Unique issue 1-Situation Analysis of the organization:...............................................5
H&M........................................................................................................................ 5
Background............................................................................................................. 5
Industry size and sales volume............................................................................... 5
Target market and positioning................................................................................ 5
Survival (capabilities).............................................................................................. 6
Campaign................................................................................................................ 6
Unique issue 2 Product, target market, positioning and communication process:.....7
New product............................................................................................................ 7
Problem-solving....................................................................................................... 7
Adding value to the product.................................................................................... 7
Distribution process................................................................................................ 7
Price strategy.......................................................................................................... 7
Potential segments.................................................................................................. 8
Brand positioning.................................................................................................... 8
Elements of communication process.......................................................................8
Unique issue 3persuasion-message factors:.............................................................10
The role of the receiver (target audience) in persuasion.......................................10
Persuasion tactics:................................................................................................ 10
Consumer brain orientation:.................................................................................. 10
Product involvement:............................................................................................ 10
Attitudes of consumers:........................................................................................ 10
Consumer Response Models:................................................................................. 11
Unique issue 4 determine marketing communications objectives& budget.............13
Reference................................................................................................................. 15
Appendices............................................................................................................... 16
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