Marketing Communication Plan for H&M's New Initiative

BMM5562 Individual
Marketing
Communications

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
New initiative of H&M..........................................................................................................3
Purpose of marketing communication ...................................................................................3
Internal Audit..........................................................................................................................4
Target Audience.....................................................................................................................4
Market analysis ......................................................................................................................4
Marketing strategy of H&M...................................................................................................5
External Audit........................................................................................................................5
PESTLE Analysis ..................................................................................................................5
Creative strategy of H&M ....................................................................................................6
Communication artefacts .......................................................................................................6
Marketing communication mix tool ......................................................................................7
Media Mix Plan .....................................................................................................................7
Campaign Management Proposal...........................................................................................7
Evaluation of Objectives .......................................................................................................8
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing communication is crucial for every business as it facilitates in informing targeted
audience about company's product or offering (Blakeman, 2018). There are various tools and
tactics used by company in order to remain competitive in dynamic business environment.
Marketing communication plan involves various elements such as objectives, marketing goals,
strategies and distribution channel. In order to attract customer to business, it is important to grab
their attention. This project report is based on H&M, a multinational Sweden based clothing
company. It focus on fast fashion and trendy clothing items to all age groups. This project report
will cover an initiative for cause marketing in existing process of company with an objective
rather than just selling product. In addition to that, it will cover internal audit which involve
mission, vision, STP and competitive advantage along with external audit. Further, it will include
campaign message and marketing mix tools.
TASK
New initiative of H&M
As company focuses on providing trendy and fashionable clothes to all age groups and
now it wants to take initiative of something new for cause marketing. Company have opted a
new strategy in which customers who have purchased clothes from H&M can sell back to
exclusive outlets at 30% of valuation. This approach is profitable for both customers and
company as customers are getting amount on old clothes and company can offer it to needy
people by recycling them into a newer one. This initiative will help in various aspects to
customers as old clothes are useless for customer and still getting valuation of 30%. It will
eliminate extra cost of company and can enjoy higher profit along with diminishing social cause.
Purpose of marketing communication
The key purpose of company is to create and sustain demand of product and to shorten
sales cycle. By formulating strategies of marketing communication, company can make
customers aware about its launches and initiatives (Bruhn and Schnebelen, 2017). It facilitates in
communicating with customers and and to offer product which can meet customer expectation.
Now a days, people are more conscious about process than product. This revolutionary initiative
will provide tons of benefits to both customer and customers. By undertaking this initiative,