Marketing Communications Campaign for H&M in Colombia

This report discusses the marketing communications campaign for H&M's new store in Colombia. It covers insights, degree of integration, degree of creativity, and future campaign extension.

Opening H&M
Colombia

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
Marketing communications campaign need to be based on ‘insight’.........................................3
Degree of integration in the campaign........................................................................................5
Degree of creativity.....................................................................................................................6
Extend the campaign in future....................................................................................................8
CONCLUSION ...............................................................................................................................9
REFRENCES.................................................................................................................................10
Books and Journal.....................................................................................................................10

INTRODUCTION
Hennes & Mauritz AB is a multinational clothing retail company that it famous for its
fashionable clothing style that are made for women, men, children and teenagers. This Swedish
multinational company operates in around 74 countries and has 5000 stores around. It is the
second largest clothing retailer in the world and is planning to establish in Colombia (Ahuja, and
Loura, 2018). The country is in north of South America and is a developing country also now
comes in upper middle-income economy. This report describes the marketing campaigns which
is esined with respect to H&M. The company is planning to establish a new store in Columbia
and for that the have introduced an marketing campaign in order to enhance its awareness.
Furthermore, there is a discussion of the degree of creativity along with its mode. Also, there is
an inclusion of communication strategy of the company. With this there is an inclusion of degree
of integration in this report. Lastly, there is an description of the extension of the campaign in
future.
TASK 1
Marketing communications campaign need to be based on ‘insight’
It is necessary that good consumer insight is provided by organisation while they are
successfully developing a marketing campaign. The following case studies states that H&M is
looking to open their stores in Colombia. It is necessary that organisation is gaining proper
consumer insight of the people in Colombia in order to successfully deal with marketing
communication and prepare a marketing campaign which might appeal to consumers in
Colombia. It is required to prepare campaign that is appealing yet not preachy. They have to be
truthful and not too obvious. They can also be empathetic without being presumptuous.
Background:
H&M is a Swedish multinational retail store that is dealing in clothing retail. The
organisation is successfully running in more than 70 countries. The management is planning to
expand the business successfully through capturing the retail market worldwide. They are
working on opening their stores in a number of different countries. The next target for H&M is
Colombia. Colombia is a growing market in trends, fashion, technology and so on. It is a great
opportunity for H&M to successfully venture into the nation enhancing their profits and
increasing brand popularity (Bamberg, 2017). The latest trends in fashion are also driving

consumers in Colombia towards shopping and these factors are driving consumer insight and
market dynamics. It is necessary for organisation to derive a communication plan so that the
potential consumers in Colombia are well aware of the business that will be conducted by H&M
in Colombia.
Objectives
 There are a number of objectives for which the marketing campaigns by H&M is created
for Colombia. Below mentioned are some of the major objectives:
 It is required by H&M to successfully promote all their products and services in the new
market for which they require a marketing campaign.
 Along with communication of information the marketing campaign will also help
organisation to successfully enhance their presence in digital media. There are a number
of organisations who are achieving benefits by successfully generating their presence on
digital platforms as most of the potential consumers are found their (Barakauskas, 2019). It is also necessary for H&M to target new consumers in the potential market which is
one of the major objective for the new marketing campaign that the organisation is
creating for Colombia.
Strategy
Big Idea for Campaign:
The big idea for the campaign is to use the digital media platforms in order to
successfully launch H&M stores in various locations at Colombia. The organisation is looking to
open these stores in holidays and festive season which will help them in attracting more number
of consumers during its launch. The organisation is continuously posting about their various
stores and its launch dates in order to keep consumers aware and build excitement for the launch
of new stores.
The major basis of consumer insight on which the campaign is based upon includes the
changing fashion trends, increase in use of technology specifically social media, need to increase
presence on social media and so on. Considering all these consumer insights for the target
consumer of H&M, the organisation is focusing upon digital presence while communicating their
products and services in the Colombian market ( Chlebus, and Osika, 2020) .
Target Audience:

The major target audience for H&M on which the following campaign is based is the
male and females between the age of 15-40. They are focusing on millennials who are updated
and trendy when talking about fashion. H&M is continuously updating their collection in order
to meet the needs and perception of their targetted consumers.
Programme Tactics
There are a number of different tools that are used in the following campaign. The campaign is
making effective use of various online platforms that is available to them in order to meet
maximum number of consumers in Colombia. They are successfully making their pages on
social media platforms such as Instagram, Facebook, Twitter etc. these platforms are allowing
the organisation to post pictures of their stores along with satisfied consumers.
Control and Evaluation
Control and evaluation is a necessary step that is required to be carried out by the
organisation after they are launching their campaign in Colombia. It is required by managers in
Marketing to continuously evaluate the effectiveness of the campaigns they are carrying out. It
will successfully help them to take feedbacks from consumers and bring required change in the
campaign whenever necessary (Gryllos, Makris, and Vikatos, 2017). There is a certain
department which is required to deal with consumers feedback as it will successfully help them
to deal with the consumer queries.
Degree of integration in the campaign
There are various methods to degree of integration in campaign. In relation to H&M as it
is expanding in Colombia Business integration Model with McKinsey Framework is discussed
below:
McKinsey 7-S Framework
There are seven elements under this model that are hard and soft. The hard elements are system,
structure and strategy and four that come under soft element are Shared Values, Skills, Style and
Staff. The model in relation to H&M is discussed below:
Strategy: The strategy that is adopted by company to complete its operations and get success
should be followed. A good strategy is made after analysing all the factors and better the factors
more is company able to earn profit. In relation to H&M the strategy adopted by them to
successfully expand in Colombia is to make online presence and attract the customers through
digital platforms. The company has understood the current trends and then established the unit in

Colombia and attract customers through social media platforms. The organisation is planning to
satisfy more customer's by serving them with what they like and accomplish the made strategies
on time.
Structure: It is the organisational structure that is followed by the organisation. In context of
H&M the company has organised structure and there are clear orders that are given by superior
to the employees. The better and simpler the structure, the company is more successful and
achieve the targets on time.
Systems: the systems that are followed by the organisation come under this, what employees do
and how they do that shown the systems in an organisation. In relation to H&M the organisation
works in a systematic manner to complete its operations effectively and efficiently (Lau, 2019).
The systematic arrangement to all the departments \helps the company to gain competitive
advantage.
Shared values: The culture of the organisation, the values that they share and the core values
that are in the employees. In relation to H&M the working culture is so friendly that employees
are able to work effectively and help the organisation to achieve its goals and objectives. The
culture impacts the performance of employees.
Style: The leadership style followed by the organisation is considered. In H&M the leadership
style followed is democratic and it helps the employees to feel comfortable while working and
help them in decision making. They give ideas and that helps the organisation to achieve the
targets on time.
Staff: The people who work in the organisation are one of the reason of success of the
organisation. In relation to H&M the employees are skilled and work effectively that help the
organisation to increase the productivity and sales. The employees are flexible and they are
opening new unit at Colombia.
Skills: the skills of the employees are under this element. In context to the staff of H&M they
are qualified and skilled and contribute to growth of the organisation. The proper training is
provided to them to uplift their skills (Mathews, Downey, and Gerard, 2020) .
So to successfully expand in Colombia the organisation should focus on the employees
and make them aware about the policies and environment of that place and follow a organised
way to lead the organisation.

Degree of creativity
Creativity is required by all businesses to compete in this market and it is responsibility
of organisation to to be creative and understand the needs and wants of customers to serve them
better and establish the brand name. The degree of creativity in relation to H&M is discussed
with CAN model is mentioned below:
The shimp's CAN Model
This model explains that in order to introduce an marketing campaign the focus must be
on the target market and targeted audience. The company must analyse the external environment
of the industry. Also, the company must develop effective marketing team in order to attain their
objective of marketing campaign. In this the company focuses on developing connections with
the target audience. For this the company analyses their expectations from H&M. The company
focuses on building effective bond with the company. The another factor is appropriateness in
which the company is pertinent towards their brand values. The brand values of H&M is
maintaining the accountability and integrity in their organisational functions in order to deliver
value added products to the customers. The last factor is the novel which explains that the
marketing campaign that is designed by the company must be unique enough in order to enhance
the customer engagement towards it. H&M needs to focus on maintaining an effectiveness
corporate strategy which will help them in attaining the objective of the company easily.
The Garbage CAN Model
The model assumes that organisation operate without rules and are far from being perfect.
All the members in the organisation are different and all have their own preferences also the
decision making in the organisation are changed frequently. This model believes that there is not
any process to find solutions to any problem and the decision makers are disconnected from the
solution and problem. These unnecessary solutions are treated as garbage by the organisation.
Choice opportunities to make a decision about the problems, are treated as garbage cans. The
garbage can model was given by James G. March Michael D. Cohen and Johan P. Olsen in 1972.
When there is no formal decision making process these four organisational streams are used.
Problems: The problems may be internal as well as external to organisation and they can arise at
any time in an organisation it is important to analyse problem and find the right solutions. In
relation to H&M, the organisation may feel problem in understanding the environment there and

to satisfy the needs and wants to customers of Colombia also the employees may not work
effectively (NEAMȚU, and NEAMȚU 2019) .
Solution: The solutions are normally created before the problem exist. The members of the
organisation try to apply the already existing solutions to the situation. It is important to find the
solution of problem. In relation to H&M, as and when the problem arise the members try to find
out the solutions and solve it as early as possible so as the creativity of employees is not
hampered.
Participants: The participants leave the organisation and they are not able to devote their time
only to finding solutions of the problems. The participants are employees, volunteers etc. In
relation to H&M, the participants are the employees, the executives etc.
Choice opportunities: this is time when decision is taken. In H&M the decision making started
as they are planning to establish a unit in Colombia.
Creativity criteria provided by White 2005
The two predictors that were used in past for measuring creativity performance are self
perception and self evaluation. The self perception was used to measure the creativity in the
organisation. The scales are correlated with self perception but not with objective measures. Self
perception of creativity has strong to moderate relations with personality (Purba, and Mawardi,
2017). All this provide about creativity and there should be criteria to measure.
So, it is important for an organisation to be creative and use all its ways to attract the customers.
H&M used its creativity and has understood the needs and wants of customers of Colombia and
served them with the help their creative ideas.
Creativity of Campaign
In this digital era it is important to have presence ion digital platforms and the in relation
to H&M the company is planning to target the customers of Colombia by attracting them through
social platforms and launching at the time of festival or in holidays that will increase their reach
and will be able to create good image in the new market. They have used creativity and targeted
Colombia that is a developing country and a place where the business can operate successfully.
Extend the campaign in future
Communication Mix
The various methods under communication mix are as follows:

Personal selling: Many small and big companies use this method to attract the customers. There
is someone presented at the store that promotes the brand. It is a effective method used by
organisations that can be used to attract more customers. In relationship with H&M they have
many outlets and planning to expand at Colombia where they will hire a person that will promote
the products and increase the sales of the new outlet established. They understand the needs and
wants of customers and serve them accordingly.
Sales promotion: The business runs to feed its customers and provide the4m with the goods and
services that they want. In relation to H&M the organisation will use digital platforms to promote
the sales of the organisation and they use social media to promote its products. The customers
are attracted towards the organisation and this increases the sales of the company that is
beneficial for company (Puzier,and Norton, 2020).
Public relations: It is important to develop relations with public to establish a positive image in
the market. The better communication of the product and service the more are customers are
aware about the brand and more will be the reach of customer towards the brand. In relation to
H&M the company is good at building public relations and the people promote the brand to
others and the people are more happy and like to visit he place where they get public relations.
The company is focusing on developing good relations with the public that is helping them to
expand and create a good name in the market (Tenhunen, 2020).
Internet marketing: The company is expanding and planning to increase its reach on digital
platforms. They are increasing the use of internet to attract more customers and increase the
reach. The internet helps to reach more customers and convert them easily. So it is beneficial for
H&M to use internet marketing as communication tool (Terwilliger, 2019).
The company is planning to make its online presence and is using digital platforms to
promote the product. Traditional methods are already used by the organisation and now it is
planning to attract customers through online mode, this is how H&M is creating balance
between online and offline. H&M has used right campaign to expand by making market
research and to attract more customers, so it needs not ton make any changes and focus on any
new idea. The choose campaign is effective and will help organisation to achieve its goals and
objectives effectively (Trail, and McCullough, 2017). Once H&M started a campaign under
which they made their clothes recycling scheme and to encourage shoppers to donate unwanted
clothes.

CONCLUSION
The report was about expansion of H&M at Colombia that is a developing country and it
will establish its reach more through online platform. The company will launch at holidays or
festive time to attract more customers. The plan is mentioned in the report along with creative
ideas and communication tools used by the company.
REFRENCES
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In Poster session presented at American Marketing Conference, Las Vegas, NV.