Event Marketing, Sponsorship and PR Module PDF

CENTRE FOR UNIVERSITY OF HERTFORDSHIRE PROGRAMMES
Assignment Cover Page
Module
Title: Event Marketing, Sponsorship and PR Module
Code: EVT3204
Assignment
Title:
Virtual Launch: Event Marketing
Proposal for Clothing Brand Date: 23/6/2021
Student Information: (Do not include your name unless your tutor has told you to do
so.)
Name* Student ID*
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Table of Contents
Content Pages
1.0 Company Background and History 3
2.0 Social Media and Networking Platforms Assets 3
3.0 Brand and Product Analysis – SWOT Analysis 3 – 4
3.1 Brand and Product Analysis – PESTLE Analysis 4 – 5
3.2 Perceptual Mapping of Cotton On 5
4.0 Event Marketing Strategy 5 – 6
4.1 Event Senses of Fashion Show 6 – 7
4.2 Event Theme 7
5.0 Event Marketing – Tools Influencer 8 – 9
5.1 Event Marketing Tools – Event Mechanism (M.U.S.I.C) 10
5.2 Event Mechanism – Sponsors 10
5.3 Event Marketing Tools – Microsite Wireframe 11 – 12
5.4 Event Marketing Tools – Press Kit Development 13 – 15
6.0 Event Design and Layout 16 – 17
References 18 – 19
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1.0 Company Background and History
The Cotton On Group began with a single store in Geelong, Victoria, in 1991. From its modest
beginnings, The Cotton On Group has grown to 600 stores and 4500 staff, with Nigel Austin as
Managing Director. Cotton On Group started with a single store in Geelong, Victoria, and has since
expanded to include a few more locations throughout Australia. The business grew in prominence
over time, opening more and more retail locations in places like Hong Kong, Australia, New South
Wales, New Zealand, the United States of America, and Singapore, to name a few. Despite having
been in the industry for 19 years, Cotton On has increasingly expanded its branch to include sleeping
apparel, intimate and active wear with Cotton On Body, Rubi shoes, children's clothing with Cotton
On Kids, stationary and Typo (Cotton On, n.d.).
2.0 Social Media and Networking Platforms Assets
Cotton On has made an effort to create an online presence, as shown by the company's social
networking site. Their first channel is their own website, which they will use to promote their current
offers. Their website is also a good place to shop online. Cotton On has also benefited from the use of
social media. Cotton On, for example, has created a Facebook page where they can share the latest
news with their followers as well as serve as a banner to draw in new customers (Rajeck, 2017). Other
than Facebook, Cotton On also have an Instagram account. As their most famous social network, this
Instagram account has proven to be a valuable online asset. Since the majority of Cotton On users are
young people, this helps the brand to engage and communicate with their target audience. As a result,
Cotton On has reaped the benefits, as Instagram is their primary source of attention among their key
customers. Cotton On has also set up accounts on Twitter and Pinterest to promote and enhance their
online presence.
3.0 Brand and Product Analysis – SWOT Analysis
Strength
•Affordability
•Product variety (men, women, children,
and home)
•Global brand recognition
Weakness
•Unsatisfactory customer service
•Adherence to luxury brand patterns
•Affordability has an impact on quality
Opportunities
•Distributorships that are more regional
•Increase exposure to e-commerce
•Expand into new markets
Threats
•Intense competition
•Changing fashion trends
•Rising labor costs in developed countries
Table 1.0
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Cotton On Garments' SWOT Analysis is shown in Table 1.0. “A SWOT Analysis is a basic but
effective method for assessing an organization's resource strengths and vulnerabilities, business
prospects, and potential risks to its long-term viability” (Thompson et al., 2007: 97). To begin with,
Cotton On's strength is that it has a strong and diverse geographical presence across the world. Cotton
On has locations in more than 60 countries on six continents. A strong global presence aids in the
reduction of market risks. Cotton On is highly regarded, but one of the company's major flaws is that
most of its products imitate trends. Cotton On manufactures inexpensive garments and is dependent
on a large number of small manufacturers, and it picks up after trends from luxury brands. Cotton
On's prospects include the emerging markets, which present a significant opportunity for the business.
Cotton On could also use E-commerce as a medium for expansion. Nonetheless. Cotton On is also
available on E-commerce in a number of countries, but it could make more of an effort to extend its
E-Commerce network in order to reach a wider market. Cotton On needs to maximise the platform's
potential because e-commerce has the potential to be the future of the fashion industry
(Orendorff,2019). Social networking, on the other hand, has aided in the acceleration of changing
patterns. Cotton On must therefore perform in accordance with new consumer developments or it's
either risk falling behind in the industry. Cotton On, in reality, must contend with fierce competition,
as the apparel market is flooded with both domestic and international brands. In order to keep up with
evolving trends and fashion, each company must be aware of the market.
3.1 Brand and Product Analysis – PESTLE Analysis
The P stands for Political Factor, and the political factor for Cotton On in Malaysia is that the
Malaysian Tourism Board has agreed to take it a step further by holding countrywide sales twice a
year, known as the 1Malaysia Mega Sale Carnival. 1Malaysia Mega Sale Carnival is one of the
country's three biggest shopping activities, transforming Malaysia into a two-month-long festive
shoppers' paradise. Cotton On could be able to increase their revenues by taking advantage of this
opportunity. Furthermore, in 2011, global retail spending on clothing and apparel reached
approximately RM 5.86 trillion, which is a significant economic factor that affects Cotton On.
Western Europe, Asia Pacific, and North America, respectively, accounted for 34%, 30%, and 22% of
the global economy (Euromonitor,2012). Important variations in consumer purchasing habits and
populations is expressed in market size differences. Consumer purchasing habits have been influenced
by the recent economic crisis caused by the COVID-19 pandemic, putting downward pressure on
costs. This helps customers to save money without sacrificing fashion. Furthermore, Cotton On's
target consumers are teenagers and young adults of both genders, which has an effect on Cotton On's
sociocultural. Customers are classified into groups based on where they live, with their different
regional preferences. Consumers are divided into more complex target groups than ever before,
resulting in vast differences in preferences between regions and markets. There are also significant
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differences in how people and goods are perceived in different countries. Furthermore, Cotton On is
affected by the technological factor that there has been little technological progress in the industry
aside from enhanced logistics capabilities and communication technologies. Firms can efficiently
utilise inventories and minimise duplication in their global supply chains thanks to advancements in
logistics capabilities. Furthermore, Cotton On is a retail-focused business, and new stores must meet
legislative requirements before they could even operate. These circumstances are very common.
When a business moves internationally or sells goods online, legal issues get more complicated. Then
there's the issue of international law. On the environmental front, Cotton on Group started a campaign
in October 2018 to eliminate plastic shopping bags from their global store network, which they
completed in April 2019, preventing 38 million plastic shopping bags from entering the environment
annually (Cotton On, n.d.).
3.2 Perceptual Mapping of Cotton On
Figure 1.0
Cotton On appears in the diagram to be a company that offers consumers mid-trendy clothing at a
reasonable price as compared to its rivals. Uniqlo, H&M, and Forever 21 are the biggest rivals.
4.0 Event Marketing Strategy
Augmented Reality (AR) Fashion Show is the case being suggested. ‘Cotton On Fashion Week: The
Crossover' is the event's theme. “The Crossover” can be defined as brining in the imaginary and
reality in the event. The aim of this event is to give current and future Cotton On varsity and tertiary
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customers a new experience. Furthermore, to think beyond the box and combine fashion shows with
technology. Cotton On's varsity and tertiary consumers are the event's target demographic. SPICE
Arena will host the event because the power supply and settings will be adequate for students, who
will need their mobile devices to enjoy the fashion show. Aside from that, the SPICE arena's
architecture is sleeker and more modern, which suits the theme of the event. The installation of AR
technology for this event revolved around real fashion models on a special built runway, which was
created using AR technology to construct a fully virtual environment on stage (Waida, 2019).
Customers in the theatre will engage with the synchronised 3D experience using their own mobile
devices as well as iPads running the custom-built application provided by Cotton On. This experience
made the most of augmented reality technology by enhancing an already amazing fashion show with
real-time 3D content that was not only interesting but also meaningful from the viewpoint of the
audience.
Figure 2.0
The audience was able to see the digital effects that had been applied to the physical output from their
mobile devices. Flying pallets and colourful cubes floating presented additional information about the
models and their outfits. These three-dimensional elements were timed to follow each model down the
runway (Lisa, 2020).
4.1 Event Senses of Fashion Show
In any scenario, the more you involve the audience, the more effective it will be. The engagement of
the senses is something that event planners are focused in. As a result, understanding the psychology
of how a person's sensory experience affects him or her is beneficial. Music, for example, can affect
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