Marketing Management and Digital Communication Plan: Louboutin Flats

This report provides a comprehensive marketing and digital communication plan for Christian Louboutin's nude flats. It begins with an executive summary and introduction, followed by a SWOT analysis, competitor analysis using Porter's Five Forces model, and a PESTLE analysis to assess external factors. The report then delves into market summary, demand assessment, segmentation, targeting, and positioning strategies. It outlines Christian Louboutin's mission, marketing and financial objectives, and a detailed marketing mix strategy, including product, price, place, and promotion strategies. A digital marketing communication plan is also presented, along with action programs, controls, and performance evaluation methods. The report concludes with a summary of findings and references.

Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS

MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS 2
Executive Summary
The main aim of this report is to create a marketing and digital communication plan for Christian
Louboutin’s nude flats. As per the findings, it can be evaluated that Christian Louboutin is a
well-known brand that is preferred by upper-class people. It can be determined that SWOT
assessment is used by the company to increase their strength and opportunities and minimise the
threats and weaknesses. Further, it can be stated that porter’s five force model is exercised to
assess the competitiveness in Australian footwear industry. It is also found out that PESTLE
analysis is beneficial for the company to evaluate the different factors that may affect the
Christian Louboutin’s nude flats.Along with this, evaluation and controlling procedure are
implemented to take a corrective decision regarding developing the products.

MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS 3
Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Background......................................................................................................................................4
SWOT Analysis...............................................................................................................................4
Competitor’s analysis......................................................................................................................5
Porter’s Five Force Model...........................................................................................................5
PESTLE analysis..........................................................................................................................6
Market Summary and Demand Assessment....................................................................................6
Demographic Segmentation.........................................................................................................7
Targeting......................................................................................................................................7
Positioning...................................................................................................................................7
Mission............................................................................................................................................7
Marketing objectives.......................................................................................................................7
Financial Objectives........................................................................................................................7
Marketing mix strategy....................................................................................................................8
Product strategy............................................................................................................................8
Price strategy................................................................................................................................8
Place Strategy...............................................................................................................................8
Promotion Strategy......................................................................................................................8
Digital marketing communication Plan...........................................................................................9
Present action programs...................................................................................................................9
Controls..........................................................................................................................................10
Evaluating the performance.......................................................................................................10
Comparing and Correcting.........................................................................................................10
Conclusion.....................................................................................................................................10
References......................................................................................................................................12
Appendix........................................................................................................................................14

MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS 4
Introduction
In the current business scenario, marketing management and digital communication are required
to business growth and development. This report discusses SWOT and competitors analysis in
the footwear industry to create a marketing plan for developing new products. It also exhibits the
marketing, and financial objectives, and mission of the company. It also illustrates the marketing
mix strategy which focuses on the digital marketing communication plan. This report defines the
action plan to meet the marketing and financial objectives. It also determines the evaluation and
control of marketing plan for Christian Louboutin’s Nude Flats.
Background
Designer Christian Louboutin has extended his much-admired Nudes flats for all collection.
Further, it plans to launch the line of ballet flats which is appropriate for all skin tones. The wide
range of 'Solasofia' ballerina flats is provided in a field of seven hues (Christian Louboutin,
2017).
SWOT Analysis
Strengths
• In-depth experience and prospects of
industry
• Recognized position across the globe
Weakness
• Extremely high Price
• Income of people is medium and high
Opportunities
Develop more shops in worldwide
Threats
• Expected rivalry from previously
developed particular market
(See: Exhibit 2)

MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS 5
Competitor’s analysis
Competitor’s analysis is used to understand the strategies of key market players as it is beneficial
to develop an effective marketing plan. It is analyzed by using given porter’s five force model:
Porter’s Five Force Model
Bargaining power of buyers
In footwear industry, the company has strong bargaining power because there is the high
availability of same products and services. Therefore, there is low switching cost of products as
purchasers can easily shift from one product to another (Baker, 2014).
Bargaining power of Suppliers
There is weak bargaining power of suppliers because there are a lot of substitutes are available in
the footwear industry. Therefore, the company needs to emphasize on making the effective
relationship with the customers as it will enable the company to make negotiation on price with
the suppliers (Chaffey, et. al., 2013).
Threat of New Entrants
In the footwear industry, the threat of new entrant is low because there are low regulations made
by the government to penetrate into the market (Andrews, and Shimp, 2017).
Threat of substitutes
There is a large number of substitute’s products are available in the footwear industry hence it
can be a threat for Christian Louboutin’s for developing Nude Flats in Australia (Killian, and
McManus, 2015).
Rivalry among existing competitors
There is high competition among key market participants in the footwear industry hence it is
stated that Christian Louboutin may face challenges to compete the existing competitors and

MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS 6
creates a distinct picture about the Christian Louboutin’s Nude Flats in the market (Leeflang, et.
al., 2014).
PESTLE analysis
The given table shows the PESTLE analysis for Christian Louboutin’s Nude Flats in Australia:
Factors Assessment
Political  The Australian government is constant
that can be beneficial to launch the
Christian Louboutin’s Nude Flats in
Australia
 Government provides support to
footwear industry as it can be beneficial
to launch the footwear products
Economic • In Australia, economic condition is
stable as it will provide opportunity to
launch the new products
Social • In Australia, lifestyle of people is
trendy and modern as it will provide
opportunity to Christian Louboutin to
make Nude Flats
• Recognition by the Australian people as
well as tourist.
Technical • High technology is used by people as it
will provide opportunity to Christian
Louboutin to sell Nude Flats through
online sites
Legal • There are certain laws made by
Australian government named
consumer protection laws and
employee’s safety and security laws.
These laws followed by Christian
Louboutin as it will provide
opportunity to grow the market.
Environmental  The eco-friendly technology is used by
Christian Louboutin in their business
process.
(See: Exhibit 2)
Market Summary and Demand Assessment
It is analyzed that consumer behavior is changing in terms of fashion. Further, consumers change
their preference towards genuine products due to getting information through advertisement and
media especially in footwear sector (Parente, and Strausbaugh-Hutchinson, 2014). It is also
evaluated that footwear, clothing and personal accessory retailing is increasing by 0.2% in 2017
in Australia. Along with this, $2.34 billion was spent by companies on designer footwear.

MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS 7
Demographic Segmentation
For this product, Christian Louboutin will make segmentation on the basis of demographic
factors. In this way, they will choose to females for selling their products. Along with this, it will
also segment on the basis of income level in which they will select the high-income customers.
Moreover, it will categorize the customers on the basis of social status in which upper class of
people will be selected (Peppard, and Ward, 2016).
Targeting
It will use undifferentiated targeting marketing strategy in which it uses same marketing mix for
their targeted people like a female with the upper class and high income.
Positioning
Christian Louboutin creates a positive image in the customer’s mind by using the influencing
tagline such as “Good taste, high quality, and unique design” (Royle, and Laing, 2014).
Mission
The mission of Christian Louboutin is to develop Nude Flats products in Australia and also pull
the attention of large number of customers towards their products and services (Ryan, 2016).
Marketing objectives
 To assess the trend of market in Australia
 To address the business opportunity for Christian Louboutin’s nude flats in Australian
footwear industry
 To determine the strategies of key market participants in Australian footwear industry
Financial Objectives
 To gain the company’s revenue by 35% within 6 months
 To reduce the cost of corporation by 25% within 6 months

MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS 8
 To boost the customer’s demand by 30% within 6 months
Marketing mix strategy
Product strategy
Christian Louboutin will launch the products with unique design and signature. It will also
include high heel and red sole footwear. They will also make products in 7 skin color. This
product will be also promoted through popular among celebrities (Tiago, and Veríssimo, 2014).
As a result, it would be beneficial to attract more customers towards their products in Australia.
Price strategy
Christian Louboutin will have AU$ 825 price for their Solasofia flat. It is luxury brand as its
shoe positioning is high. It takes the high price from customers because it makes the unique
quality of products.
Place Strategy
Christian Louboutin has six stores in all over the Australia. Hence, it will use online websites and
Business to Customer (B2C) strategy to sell their products and services to a large number of
customers. This channel is beneficial for Christian Louboutin because it enables them to directly
deal with the customers (Young, 2014). As a result, it can be stated that direct dealing with the
customer will provide the opportunity to increase the productivity in long-run.
Promotion Strategy
Christian Louboutin will promote their products through social media as it will be beneficial to
attract a large number of customers. In this way, it can use different social media tools like
YouTube, Twitter, and Facebook. Promotion strategy could be essential for the corporation as it
will aid to enhance the productivity and financial position of an organization (Tiago, and
Veríssimo, 2014).

MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS 9
Digital marketing communication Plan
There are different tools used in digital marketing communication. It would be beneficial to
directly communicate with customers and also build long-term liaison with them. These digital
marketing communication tools can be Twitter, Facebook, Instagram, e-mails, company’s
websites and Snapchat. Consequently, it is effective to generate awareness regarding Christian
Louboutin’s nude flats in the Australian market (Young, 2014).
Present action programs
Christian Louboutin will implement the following process to attain the marketing and financial
objectives:
Initial phase
Christian Louboutin can estimate AU$ 6, 00,000 for encouraging the products and also create
awareness among distributor of the corporation. Moreover, this company will conduct the market
survey before developing the products and services as it would be beneficial to understand the
customer’s needs and wants.
Second phase
Christian Louboutin will initiate to communicate with customers via digital communication
sources as it is beneficial to create awareness about the nude flats among the bulk of customer. It
will use different tools of social media named Snapchat, e-mails, Instagram, Twitter, Facebook,
and LinkedIn. This phase aids the designer to meet their financial and marketing objectives in an
appropriate manner (Ryan, 2016).
Third phase

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Christian Louboutin will gather the feedback from the customers in terms of their experience of
using the nude flats. It will be beneficial to eliminate the issues which have risen in products as
well as it will aid Christian Louboutin to improve the quality of products in the long-term market
(Young, 2014).
Last phase
Under this phase, Christian Louboutin will take a judgment regarding negative comments that
have obtained from customers. In this way, Christian Louboutin can make efficient strategy to
eliminate and avoid the negative comment. As a result, it would be beneficial to increase the
sales of products in the Australian market (Royle, and Laing, 2014).
Controls
Evaluating the performance
Under this phase, Christian Louboutin can assess the marketing circumstances via evaluating the
activities that will be performed to launch the product in Australian products such as market
research.
Comparing and Correcting
Under this phase, Christian Louboutin will compare the potential result from the actual result to
assess the gap between the standard and actual performance. As a result, Christian Louboutin can
avoid the gap between the targeted and existing performance through the controlling procedure
market (Young, 2014).
Conclusion
As per the interpretation, it can be summarized that Christian Louboutin is well-known
designers, who sell their products at a premium price to their targeted customers through digital
communication marketing. It can be evaluated that company will also use different models such

MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS 11
as PESTLE and Porter’s five force models before launching the products to assess the country
and competitor’s position. In the last, it can be summarized that marketing mix strategy is used to
pull the attention of a large number of the customer towards the nude flats.

MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS 12
References
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated
marketing communications. UK: Nelson Education.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Australia: Pearson Education.
Baker, M. J. (2014). Marketing strategy and management. UK: Palgrave Macmillan.
Chaffey, D., Smith, P. R., & Smith, P. R. (2013). eMarketing eXcellence: Planning and
optimizing your digital marketing. UK: Routledge.
Christian Louboutin (2017). In Twitter. Retrieved at September 27, 2017, from
https://twitter.com/LouboutinWorld?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp
%7Ctwgr%5Eauthor
Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era:
Managerial guidelines for social media integration. Business Horizons, 58(5), 539-549.
Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions
for marketing in a digital era. European management journal, 32(1), 1-12.
Parente, D., & Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to
marketing communication plans. USA: Cengage Learning.
Peppard, J., & Ward, J. (2016). The strategic management of information systems: Building a
digital strategy. USA: John Wiley & Sons.
Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information
Management, 34(2), 65-73.