Marketing Communication for Jac and Jack

Explore the marketing communication strategies for the leading Australian fashion company Jac and Jack. Analyze brand elements, equity, market positioning, loyalty activities, threats, media plan, and more.

Marketing Communication
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Table of Contents
PART A: Individual Report.............................................................................................................3
Introduction......................................................................................................................................3
Brief Snapshot History of the Brand...........................................................................................3
Brand Elements (logo, slogan, attributes, values etc)..................................................................3
Brand equity (financial value of a brand, trends in brand value, the value compared to main
competitors).................................................................................................................................5
Market positioning (USP, competitive advantage, target markets etc).......................................6
Brand loyalty activities (loyalty programs, social media communities etc)................................7
Potential threats to the brand (competition, economics, technology, changing market needs
etc)...............................................................................................................................................8
Summary and future outlook for the brand..................................................................................8
Part B: Media Plan...........................................................................................................................9
Media/Communication objectives...............................................................................................9
Justification/Rationale for media selection..................................................................................9
Media schedule..........................................................................................................................10
Media measurement...................................................................................................................11
An indication of likely media costs...........................................................................................11
Conclusion.....................................................................................................................................13
Bibliography..................................................................................................................................14
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PART A: Individual Report
Introduction
The complete assignment includes the individual report for the leading company “Jac and
Jack”, which is the Australian Company. The complete report will describe and examine the
“brand elements, brand equity, the market position of the Brand, its loyal activities and all the
possible potential threats to the brand of the company.” All these information will be evaluated
in Part A. The complete “Part B” includes the “integrated communication plan for marketing”
for the duration of 12 months in order to conduct a campaign in relation to the Brand. The
objectives of media communication are also determined and all the measures being taken
effectively in order to ensure success in media communication.
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Brief Snapshot History of the Brand
The term “Brand” is a very interesting, powerful and the most effective concept in the
competitive market in order to create the leading value for the organization and also for the
different individuals working under it. The leading Australian fashion company “Jac and Jack”
was established in the year 2004 by “Jacqueline Jac” and “Lisa Jack”. The brand became very
well-known in the World and very famous in providing the high-quality in the clothing products
for both men and women and also they feel comfort and ease in wearing the products of “Jac and
Jack”. The leading brand serves its customers the modern fashionable which is in trending.
Every piece of the clothing products is made with the "integrity" and formed with the latest
designs including the "sophisticated and relaxed" materials. It deals through the internet also,
having an online website with the link name "jacandjack.com" (Zhang, 2015). The brand “Jac
and Jack", apart from growing with the online business, is also being represented by the 60
accounts of "wholesale", having the 6 "standalone stores" in "Sydney, Melbourne, and Perth".
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Brand Elements (logo, slogan, attributes, values etc)
The strong Brand of the company distinguishes among the various goods and services being
manufactured and sold by the multiple numbers of sellers and the big companies. Every brand
has its own name, logo, style, design, symbol, and all other features on the basis of which the
customers can be able to distinguish among the multiple products and companies and through
this, they can be very well aware of with which effective brand they must go through with. The
“Branding elements” perform as the “psychological trigger” The Brand ‘Jac and Jack’ is at the
apex level in Australia with the “14 concept spaces” at the luxurious departmental stores
(Barisic, 2014). The branding stores of “Jac and Jack” are designed and established for freely
welcoming and inviting of the various people of the country. The logo, color, image and the
tagline of the respective brands come under the “Visual Design Elements” of the brand.
The above image is the “Brand logo” of the fashion company “Jac and Jack”. The company has
been developed on the basis of a slogan of “Jac+Jack have created not just a fashion brand but a
lifestyle”. These are the words of “David Bush”, the general manager at the “David Jones”. As
their unique products and comfort materials define the essence of modern luxurious products and
the “contemporary sportswear” for the people living in Australia.
The brand attributes are the specific features of certain branded products. The attributes of “Jac
and Jack” brand includes the delivering and offering its customers the clothing materials which
make them feel comfortable along with the changing trends and fashion prevailing in the
competitive Australian market.
The branding values describe the values and the operational principles of the company on
which it operates and achieves its organizational goals (Seimiene, 2014). The values of
“Jac+Jack” include the main feature of “reliability” and also the branding company does not just
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only create the “Brand” but it provides the lifestyle to various Australians and to its effective
customers.
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Brand equity (financial value of a brand, trends in brand value, the value compared to
main competitors)
The term “Brand Equity” is the “Marketing Term” with the help of which the value of the
brand can be identified and described. The determined brand value includes the “perceptions of
potential consumers” and the “experience of the brand”. The brand equity of any company can
be determined either its branding equity is positive or negative. When the people of the country
think favorably towards the products of the company, it means that the company has the
“Positive Brand Equity”. But if the company continuously disappoints its customers and the
people starts avoiding the purchasing of that company’s products, it means that the company has
the “Negative Brand Equity”. The brand “Jac and Jack” possess the “Positive Brand Equity”
in the eyes of Australians as it manufactured the products according to their needs and also
provides the high standard of living.
The financial value of “Jac and Jack” brand earns more than 10 million dollars in a year. After
launching its various plans and policies for establishing the clothing stores in “Melbourne and
Sydney”, its growth rate has been increased by 30% in a year (Gunawardane, 2015). Currently,
the company has no borrowings and has paid all the amount of loans that it had been incurred
and borrowed.
According to the changing products and changing fashion, the trends in brand value are
affected. If the company is able to make its products according to the changing trends, then
people will prefer using the products of that company only because of which the brand value of
the company will be affected and will get increased.
There are two main competitors of “Jac and Jack” who can give the tough competition to its
huge brand, they are: “H and Co Menswear” which is a private company and is in the “Apparel
Retail Field”. The second most competitive organization of “Jac and Jack” is “Mandy Jane
Creations” which is being considered as one of the “biggest rivals” of the brand “Jac and Jack”.
This company was founded in the year 2009 in “New South Wales” and it generates the revenue
of around 37.4 Million Dollars which is more than the revenue generated by “Jac and Jacks”
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(Gunawardane, 2015). This can give the tough competition to the financial brand of “Jac and
Jack”.
Market positioning (USP, competitive advantage, target markets etc)
The term "Market Position" includes the perception of the consumers of a certain company'
brand or for the products manufactured by it. The complete process of developing, creating,
establishing and maintaining the image of the company's brand is called the “Market
Positioning” so that the consumers remain positive towards the brand of the company.
Positioning the brand in the competitive market is the complete strategic process in order to
maintain and sustain the life of the brand.
The term "USP" stands for the “Unique Selling Promotion”. The ability of the company to
claim the benefits of certain product and services determines the total amount of sales revenue of
the company's products so that the consumers can get attracted and the sales promotion of the
company can be enhanced. "Jac and Jack” can conduct and implement the effective process of
USP through the market research in order to advertise its products and enables the company to
earn a large number of profits (McGrath, 2014). The main USP of “Jac and Jack” brand is its
“Style Quotient” because of which the brand is not only confident and casual but also very cool.
The competitive advantage of “Jac and Jack” brand is that the company has 44 employees in
number which are very skilled, efficient and also competent enough to attract a large number of
potential customers towards the company. The company has already established its new branches
and stores in "Melbourne and Sydney" which is giving the tough competition to all its
competitors in the market.
The increasing trends in technology have allowed every fashion company to enter the Australian
Market, because of which the level of competition has been increased in the country for all the
fashion industries. Hence, it is required for every company to make and implement the effective
marketing strategies and policies in order to survive for the longer period of time in the
competitive market and enhance the sustainability in the growing market (McGrath, 2014).
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Brand loyalty activities (loyalty programs, social media communities etc)
The companies can increase the loyalty of their respective brands in the eyes of various existing
and potential customers. There are various ways in which the brand “Jac and Jack” can increase
its loyalty and also can retain the customers’ base, following are the ways which can be applied
by “Jac and Jack”:-
 Don’t Let the Customers Down: “Jac and Jack" must deliver the high-quality products
and services to its customers on a continuing basis so that its customers may not shift to
some other brand.
 Authentic & Consistent: Consistency in the established product is very necessary and
essential and the customers of “Jac and Jack” must be able to know and to be informed in
case of any issues arise.
 Customer Service: Proving the customers the efficient and effective services will not
only retain the existing customers with the company but will also increase the number of
potential customers (Lodorfos and Jacobsen, 2014).
“Jac and Jack” brand must conduct the various loyalty programs in order to build up and
maintain the strong trust in the customers for the company. Conducting the programs will not
only enhance the trust and loyalty in the minds of “Jac and Jack’s” customers but also the strong
and effective relationship is been established in between the customers and the organization.
Besides, implementing the various loyalty programs, “Jac and Jack” must also communicate with
the customers through using the effective social media as almost all the customers are nowadays
active on the social media (Lodorfos and Jacobsen, 2014).
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Potential threats to the brand (competition, economics, technology, changing market needs
etc)
There are various threats which the branded company needs to face and suffer from. Apart from
grabbing the most favorable opportunities, “Jac and Jack" has to suffer from the potential threats
to its brand such as the increased competition level, the technological changes, trending changes
in fashion and likings of the customers and also the changing requirements, policies, and laws of
the Government.
The two competitive firms have been already discussed who can give the tough competition to
the brand “Jac and Jack”. Hence, it is very necessary for the Australian company of “Jac and
Jack” to keep updating all its policies and strategies in accordance to the changing demands and
fashion of the people so that it can retain all its customers with it only (Mandal, 2016).
Also, the brand of “Jac and Jack” must be enhanced and shared among all the people through the
use of social media and technology. As because of the technological changes, people use
various new and updated applications and the company “Jac and Jack” must remain in touch
with all its customers with those updated and frequently used applications.
All the possible threats must be eliminated and diminished with the help of implementing the
most effective strategies and policies of the company and also developing and retaining the
effective relations with the people of the country (Mandal, 2016).
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Summary and future outlook for the brand
The leading branded company “Jac and Jack" is required to identify its branding position in the
competitive market. It is very essential for it to maintain its branding equity in the context of
financial branding and trending values of a brand. The market position must be retained by the
company and must give the tough fight to all its competitive firms so as to eliminate all its
potential threats in the market.
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Part B: Media Plan
Media/Communication objectives
Communication objectives are used by the Jac and Jack Company to analyze the target
audience. Communication objectives is a wider term applied to various areas like sales,
governance, public speaking, management, marketing, knowledge work, leadership, and creative
work. Examples of communication objectives include:
 Target Audience: The common example of communication objectives of Jac and Jack is a
target audience. It implies that the company focuses on a specific area and customers
available in that area to promote its products.
 Frequency: It means the time duration during which the company communicates about its
products. It is important for the company to communicate on regular basis to build a sense of
trust and connection with the consumers.
 Influence: The influential objectives shall be communicated to adopt the marketing
strategies accordingly.
 Key Message objectives: The Company shall communicate its key and important messages
related to the product. The key messages shall include 5 W’s, i.e. what, who, why, here, and
when. It creates credibility for delivering the product (Onyiengo, 2014).
 Persuasion: It is a method of selling ideas by changing the minds of the target audience. The
orator persuades the ideas of the companies and presents it to the consumers in a manner that
they start liking the product.
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Justification/Rationale for media selection
Television is one of the most effective media as it covers a wide area and helps in creating
awareness among the public. Print media is used to attract customers by visual display of the
product. Newspapers or ads in magazines are another form of media selection which gives
detailed information about why the customer should choose the particular product.
There are numerous media available to promote the products of Jac and Jack. The marketing
communication tools are Sales Promotion like discounts, offers, etc., Publicity, Direct marketing,
Public relations, Personal selling, Advertising, Interactive marketing.
The role of customer journey is very important to increase the growth of the business. All the
efforts were taken by the company to produce the products ultimately depends on the customer.
Any negative comment for the product can result in the loss of the customers for always (Hashim
and Hashim, 2015). Gathering the trust again would be a difficult task for the company.
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Media schedule
The various forms of media have been discussed above. People in Australia are different and
prefer the mode of media according to their mood, taste, and ratings. Customers before
purchasing any product visit Yelp and find out the reviews for the particular product which can
result in either increase or decrease of sales of the particular period. Many of the people in
Australia are internet addicts and prefer online purchasing.
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Media measurement
The Jac and Jack can analyze its success by forecasting the previous years’ operations which can
be analyzed by going through the maintained records in terms of customer base. The Jac and
Jack’s results predict that the customers are satisfied with its products and thus there is a
repetition in the purchase by such customers. Another success measure for Jac and Jack include
the level of satisfaction an employee feels and employee turnover. Employees are the most
important elements of the company and keeping them happy and satisfied results in increased
productivity of the company and better performance of the employees.
Another measuring factor includes corporate social responsibility. It is the responsibility of the
company towards the society in which Jac and Jack operate its business. Corporate social
responsibility is necessary for the attainment of the success of the company (Cray, 2012). CSR
include economic, social, and environmental factors of the business.
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An indication of likely media costs
The cost per ad fluctuates depending on the source of media. The most expensive media in
Australia is billboards. And the cheapest one is online social media, i.e. YouTube. Different
people in Australia prefer different mode in order to expand their knowledge, entertainment, etc.
Hence, it is essential for the companies to select and implement that media that source of
communication which is more efficient, effective and also include the reasonable cost so that the
maximum amount of profits must not be affected by it. Also, it must be ensured that the
customers and people of the country must be highly impacted by it, and only right information
must be shared and communicated to all the people so as to build up the strong trust in the eyes
of various people. Whenever the wrong information is communicated, and then it may create the
negative impact in relation to the company and can hinder the organizational objectives as the
result of which the value of the brand will also get decreased or reduced.
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Conclusion
The complete assignment including the “Part A” and “Part B” describes about the marketing
communication for the leading branded Australian company "Jac and Jack” which is a fashion
company. All the issues related to the brand of the company are been discussed and evaluated.
Various strong and effective policies and strategies need to be eliminated by the company so as
to build up and maintain the strong trust for the branding company in the eyes of customers all
the effective plans and necessary information related to the brand of the company must be shared
and communicated with the help of effective technology and updated applications which are
being frequently used by the potential customers and people of the country.
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Bibliography
 Barisic, P. (2014). National Brand and Its Elements, Value, Power, and Competitiveness.
International Journal of Business Tourism and Applied Sciences. 2(2).
 Cray, E. (2012). Successful Social Media Measurement. The Elon Journal of
Undergraduate Research in Communications. 3(1).
 Gunawardane, N. R. (2015). Impact of Brand Equity Towards Purchasing Desition.
Journal of Marketing Management. 3(1). PP. 100-117.
 Hashim, W. and Hashim, H. A. (2015). Selection of Appropriate Media and Technology.
International Journal of Science and Research. 4(11).
 Lodorfos, G. and Jacobsen, S. (2014). Determinants of Brand Loyalty. International
Journal of Business Administration. 5(6).
 Mandal, P. C. (2016). Private Labels-A Threat for Manufacturer Brands. International
Journal of Applied Research. 2(4). PP. 311-313.
 McGrath, J. M. (2014). Using Marketing Research and Positioning Techniques. Atlantic
Marketing Journal. 3(1).
 Onyiengo, S. I. (2014). The effectiveness of Communication Media Used by the Public
Relations Department. International Journal of Humanities and Social Science. 4(9).
 Seimiene, E. (2014). Effect of Brand Elements on Brand personality Perception. Science
Direct. (156). PP. 429-434.
 Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature
Review. Open Journal of Business and Management. (3). PP. 58-62.
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