Fashion Promotion and Communication: Marketing Management for COS Fashions

This report discusses the marketing management of COS Fashions, including customer profiles, marketing mix, AIDA model, SOSTAC planning tool, and marketing campaign planning. It provides insights into the brand report of COS Fashions, customer profiles, and the application of marketing mix and AIDA model. It also discusses the SOSTAC planning tool and its implications for COS Fashions in developing customer experience. Finally, it outlines a marketing campaign plan for COS Fashions.

Marketing
management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................4
Brand report of COS fashions................................................................................................4
Customer profile.....................................................................................................................4
Marketing mix and its application for COS fashions.............................................................6
AIDA model and its application related to COS fashions......................................................9
SOSTAC planning tool along with its implications for COS fashions in development of
customer experience...............................................................................................................9
Marketing campaign(Event planning)..................................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The marketing management of a company is a major organisational body which is
concerned with major key operations of a business related to sales development. In the fashion
industry there is key significance of marketing which helps in overall growth of the company
(Deepak and Jeyakumar, 2019). Fashion industry in recent times take support of marketing
activities in order to gain growth and expansion at the marketplace. In this project example of
COS fashions is taken into consideration for better understanding dimensions and aspects of
marketing. COS fashions provides latest fashion based clothing for boys and ladies. In this
project there is a brief explanation of marketing mix and its 7Ps. The report includes description
of AIDA model and SOSTAC planning system which will help the business to enhance
marketing activities. The project also includes development and focus on customer profile for the
COS fashion brand.

TASK
Brand report of COS fashions
The COS fashions is a famous apparel brand which belongs to Sweden and it was
founded in the year 2007. The brand belongs to H&M clothing group and is know in Whole
Europe for its minimalist aesthetic. Main role of brand is to integrate with high end fashion into
mainstream public, practical and fashionable.. Brand is having shops all over the world and it
provides all major products with key quality and value. The brand is popular amongst ladies and
it also sells products online. The COS has also worked with Snarkitechture in New work, the
fashion brand not only focuses on quality but also tries to develop value in its products and
services (Dogu and Albayrak, 2018). The COS fashions also sells used products by modifying
them according to situation of contemporary business environment. The logo of company is buy
better, keep forever which is most attractive. Products offered by company are also elegant,
useful and also simple which get attention of customers. This company is offering its products in
retail apparel and fashion industry. COS is a company that has around 271 stores as well as 47
stores market. It also has around 37 online market that allow them to sell its products in different
company. COS is seeing its products in international market including Australia, Japan, Korea
Austria, Belgium, Israel Italy, Canada, Bahrain, China, Norway, Portugal, Czech Republic,
Philippines, Denmark, Poland Estonia, Greece, Finland, Hong Kong, France, Hungary,
Germany, Latvia, Iceland, Kuwait, Lithuania, Ireland, Luxembourg and many other countries.
There are various competitors of COS in market and in order to overcome of these competitors,
this organisation is adopting creative, design collaboration, architectural, high-end brands,
partnership and other things (Grant, 2019). Competitors of this brand includes Prada, Acne,
Inditex, Celine and other. There is decrease in financial performance of company due to covid-19
in the year 2020. Due to this situation focus of company has change and it is emphasising on
digitisation and other things that helps them to get back to performance of company.
Customer profile
COS fashions is one of the key fashion brands which provides clothing solutions to
customers. The main target customers for the company are boys and ladies who are born between
the year 1966 and 1976 and 1977 and 1994. The fashion brand targets customers from the age
group of 16-75 years. In the functioning of company, another target group audience is middle to

high level, with focus on freedom(economic) and middle to high education. The psycho graphics
related to customer profile are related to large cities and target profile includes focus on family
and work those who have strong perception in their mind (Hua, 2019). The classic shapes appeal
to this consumer more than the recent trends since the people are putting emphasis on art and
travel. In the marketplace, shopping needs are developed due to necessity rather than focusing on
desire. The Demographic desire of customers like men and women is analysed by COS fashions
to deliver suitable products.
The fashion brand also focuses on behavioural aspects of consumer in order to develop
customer target strategy. Generation Y is one of the major targets of COS fashion brand who are
analysed with the help of behavioural framework. For COS fashions, generation Y customers are
more trusted and main source of increasing sales. The socio cultural issues and efforts are also
supported by customers and the firms that are responsible socially. The loyalty of generation Y is
immense for the company and according to a major report of year 2006 by Coneinc, technology
savvy, well educated and structured customers have been discovered. There is also a major need
of need of satisfying customers and increasing brad customisation for the company (Marinchak,
Forrest and Hoanca, 2018). It has been also observed that customers in recent times are more
likely to purchase products from physical stores. Discount is one of the key factors which is
responsible for increasing sales figures rather than other factors. The global financial crisis and
technological advancements are two main reasons which has impacted on consumer
expectations.

Customer profile
Name- Jessica
Age- 26
Martial status-Single
Personality- Dynamic, Creative
Lifestyle- Reading articles, Online Videos
Occupation- Artist, Writer
Interests- Exercise, Cooking, Window shpping
Marketing mix and its application for COS fashions
The marketing mix is a major tool used by companies to develop effectiveness in major
functions. In the corporate world related to fashion industry, it is key role of marketing
management to develop focus on marketing mix to increase sales turnover ratio. The marketing
mix of COS fashions is mentioned below:
 Price- The price of a product is a major consideration which helps the company to
deliver major and best practices. Main function of COS fashions should be on deciding
price of its products and services in order to provide goods to target customers (Misztal,
2019). Cos is a business that providing premium pricing approach, quality aa well as

durable products. It is providing different range products to women depend on its cut as
well as material.
 Product- Product is the key output produced by a company in order to fulfil demand and
needs of customers. The products of a COS fashions should be made with the help and
support of quality in order to attract large number of customers (Musarra and Morgan,
2020). COS is selling two collections in every year that are for summer or spring season
and autumn or winter season. This business is providing high quality, sustainable
products to its customer. This business is also providing recyclable and locally produced
products.
 Place- The place is the geographical location set by COS fashions to sell its products and
services. In the era of information and technology the company selects internet and social
media as important tool to increase sales figures. Places are chosen by company carefully
and also consist different architectural design that is required in order to develop brand
values.
 Promotion- Promotion is one of the major elements of a business which helps in
increasing publicity of the products. COS fashions are engaged in providing key solutions
in order to promote products and services in a well-defined manner. Cos is a business that
is promotion is products by develop cultural connections as well as partnership through
internet and through visiting websites. It is also depended on social media platform for
purpose of promotion of products and service.
 Physical evidence- The physical evidence is related to everything that customer sees in
the business while interacting. It is essential for the business to provide effective physical
evidence for successfully dealing with market consequences (Parsons and Lepkowska-
White, 2018). In order to provide physical evidence, business is adopting brightly
coloured packaging that provide recognition to their stores. It also helps business to
colour and design products in new manner.
 Process- In the functioning of COS fashions, the process is considered as whole system
which is followed by a company to deliver products and services. The process is related
to whole criterion followed by company to develop effectiveness in services. In order to
sell products and service, COS is adopting two marketing channels among which one is

selling products directly through website of business and other is selling products through
whole sellers in different country.
 People- The people for COS fashions will be employees who play a key role in
delivering final products. Marketing management of COS fashions should focus on
satisfaction of all marketing employees to increase business value (Pencarelli and Forlani,
2018). Cos is one of organisation which is targeting customers who likes modern and
simple lifestyle. It is also important for business as it allow them for purpose of
increasing sales of business. This business is also hiring skilled and talented people in
business that allow them for purpose of increasing profitability of firm.

AIDA model and its application related to COS fashions
The AIDA model is a very popular marketing model and approach which helps the
marketing management to perform key operations in a better manner. AIDA model stands for
Attention, interest, desire and action which are its key elements. The application of AIDA model
for COS fashions is mentioned below:
 Awareness- The awareness is primary element of AIDA model which states that COS
fashions should increase awareness about its products and services. The business is
required to focus on enhancing its brand image in order to increase its sales (Rust, 2020).
 Interest- Interest is considered as major approach which help and supports a business to
generate interest of customers. The interest of customers is essential to be developed
according to brand development in order to lead the competition.
 Desire- This element of AIDA model deal in setting an emotional connection attached to
the product or service. The COS fashions should ensure that customers wants its products
rather than only liking them.
 Action- The buyers should interact with COS fashion by downloading the brochure,
making the phone call and engaging chat. The actions are essential to be developed and
formulated by a company in order to serve its target customers in a systematic manner
(Tan and Vicente, 2019).
SOSTAC planning tool along with its implications for COS fashions in development of customer
experience
The SOSTAC planning tool is a major marketing strategy tool which helps in increasing
the product and its strength. SOSTAC planning is used by many international and national
fashion brands to develop all operations in a major and well defined manner. The SOSTAC
model includes key elements like Situation, objectives, strategy, tactics, action and control. The
application of SOSTAC model for COS fashions is mentioned below:

 Situation analysis: It is initial stage of this model allow managers of COS to analyse
their business situation and for this, they needs to write description of general information
of organisation.
 Objectives: In this business managers needs to develop Smart objectives in order to
improve their business situation (Usui, 2017).
 Strategy: In this stage, business managers of COS need to develop various strategies
which helps them to attract customers and convert them into actual customer through
promotion of products.
 Tactics: In this, managers of COS can use different digital marketing tool that allow
business to attain its objectives.

 Action: In this firm is taking action in order to implement an action.
 Control: In this stage, business is making efforts to control the results of campaign

Marketing campaign(Event planning)
The marketing campaign is a major crucial business activity which helps in promoting a
product in front of target customers. The marketing campaign is essential part of marketing
activity which helps in increasing strength of a business. Marketing campaign is also one of the
major functions of a business in which business is engage in promoting a product. Marketing
management of COS fashions will develop a marketing campaign in order to lead the
competition.
Situation analysis: One of first stage of this model allow COS to analyse their situation and for
this consist description of general information of organisation. It also allows business to intersect
different factors of business (Ziemba, Jankowski and Wątróbski, 2018). For this, business can
conduct SWOT analysis, digital channels, competitive analysis and also needs to define their
customers.
On basis of this analysis, it can be identified that there are various opportunities and threat in
market for business of COS. It is essential for business to overcome of this threat in order to take
advantage of these threat.

Objectives: It is another stage in which business needs to develop Smart objectives in order to
improve their business situation. It provides guidance to action of business managers of COS.
Some of objectives of COS for this marketing plan are mentioned below:
 To increase profitability of firm with 15% in upcoming 3 months.
 To expand marketing share of company with 10% in next 6 months.
 To adopt social media tools in business to expand share of firm in next 4 months.
Strategy: In this stage, business managers of COS need to develop various strategies which
helps them to attract customers and convert them into actual customer through promotion of
products. In order to attract customers, business is using different social media platforms like
Facebook, Instagram, YouTube, Twitter, Snapchat and others. This business is also using Blog
post in order to increase customer engagement with firm.
Tactics: In this, managers of COS can use different digital marketing tool that allow business to
attain its objectives. Some of tools includes SEO that allow business to develop ability to
compete against competitors. In order to improve position of firm, managers of COS will be able
to compete with competitors. It is also important for business as it allow them to use SEO and
also research and choice of keywords.
Action: In this firm is taking action in order to implement an action. It will help firm to
implement the campaign and also to get positive results.
Control: In this stage, business is making efforts to control the results of campaign. If any
problem occurs in this marketing plan, this stage allows business managers to make corrective
action. In order to ensure control, business needs to continuously monitor the campaign.

CONCLUSION
From the above analysis it can be concluded that marketing management is the backbone
of an organisation which helps in promoting products and sales. Marketing management of a
company also helps in increasing sales and provides good turnover to company. This project
concludes the role played by strategic and planning framework in increasing competitive strength
of a company. This project concludes the effectiveness of key models and theories of marketing
which supports a business to perform key operations according to dynamic business
environment. The above analysis also concludes the main role of marketing mix and SOSTAC in
increasing the value of a business towards marketing.

REFERENCES
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