Marketing Communication for Kathmandu Holdings Limited

Marketing communication1
MARKETING COMMUNICATION
Name:
Department:
School:
Course:
Date:

Marketing communication 2
Introduction
Marketing communication
A Kathmandu holding limited is a company based in New Zealand that grows its income
from promoting, designing and retailing of clothing and gear for tourism and outdoor usage. The
business hires over 1,900 individuals operating Australia, New Zealand and United Kingdom,
with its management head office in Christchurch, New Zealand. Kathmandu runs a retail chain of
apparel and equipment stores for travel and outdoors. The company currently operates 163
outlets, 47 in New Zealand, and 115 in Australia and one in United Kingdom. Kathmandu also
manufacturers its house-branded merchandise, with its product range including the apparel such
as “down jackets, waterproof jacket, thermals, fleece, shirts and pants, Merino apparel and
thermals, and footwear and socks. Some of the equipment includes packs, bags, sleeping bags,
tents, travel accessories and camping accessories”. The firm is listed on the both Australia and
New Zealand stock exchange. It was found in 1987 and established to become a leading
speciality vendor in apparel and gear for travel and escapade in Australia and New Zealand, with
small commercial unit in UK (Grant 2015)
Inventive marketing
One of the main tasks for Kathmandu is that it is chiefly seen as a winter product
(Hastings & Saperstein 2014). So when it approaches summer launch epoch, at the start of
October, the product is not reflected a natural target by users. To fight the above, the company
built a predominant summer and travel theme tune that could link into summer invention
promotions. For instance, the following product winter 2015 drive, “embrace the cold”, a
summer movement established concentrating on rejoicing the delight of exploration and travel

Marketing communication 3
(Kathmandu Holdings Limited 2015). It was conducted in seasonal photo-shoot through an
grand five-day climb and presented summit club participants the chance to visit similar place by
sharing their highest picks for a vacation destination. This was trailed up by a trans-Tasman yard
social swap, asking its clients to upload of their preferred spot in their own republic backyard.
The above advertising got more than one million individuals and generated 36,000 social
activities. It also caused loss turnaround from previous year, amplified transactions, enhanced
margins and lowered the overheads including the lowering marketing expenditure (Parente &
Strausbaugh-Hutchinson 2014).
Empowered business thinking
In Australia and New Zealand, the company is predominately a vertical trade, where it
designs its own merchandises and sells them through their physical outlets and online networks.
Increasing a global wholesale, virtual, and franchise side to the trade, it needs an important
modification the manner in which people operates. The medium-term goals of the company are
to work towards 10% from the business coming from an international market, and by so, it will
reduce reliance on the home markets (APP Securities 2016).
Data and technology-led method
A key progress in an universal outdoor marketplace where company compete in, has been
on upsurge in partaking of active sporting such as yoga, biking, trail running, adventure racing,
and triathlon. comprehending that the company active product variety was not attaining its
target, and there was a substantial occasion for the summer period, it embarked on an
evaluation of its summit club to better comprehend who active yields, when are they being
purchased, which supplies were widespread and what other merchandises did customers buy in

Marketing communication 4
the same purchase (Podnar & Balmer 2013). After the study, the old people were the potential
buyer of the company’s product. The company was able to translate new business opportunity to
process more fashionable and on trend collection, with the concentration on trial running, which
came out as a robust link with the trademark.
Fostering the capability of people: when it comes to constructing the team competence,
the company’s first primacy is hiring worthy persons with a mixture of creative and strategic
thinking, logical and detail-focused skillsets. A recent enterprise is functioning with HR to
conduct a 360-degree assessment course for the top marketing squad. The resolve was to give
group associates understand into how the own direct report and peers outlook their organization.
The company has been able to build an in-house inventive studio. As a result, the company has
been capable to minimise the needs for external innovative organizations which create
consistency and acquaintance.
Creativity
Marketing strategy and programs play an important role by assisting the group to tell
disorderly and distinguished product and merchandise stories that are important (Kaplan &
Atkinson 2015). The company develops a promotion that droves brand deliberation and
preferences across both the associates and the generally active populace.
The merchandise team started the undertaking, by delivering a brilliant range of product
from the winter period. The marketing recognized key stories and put them under the winter
movement theme tune of the “gear that adapts”. This theme lined up with the product positioning
of adaptive kit for enthused travel and escapade" the creative method taken with the wintertime
drive has been a key component in the accomplishment of both trademark and social mass media