Marketing Communications Campaign for H&M in Colombia

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: