Comprehensive Report: Marketing Communication Plan - Fashionable Co.

This report provides a comprehensive analysis of the marketing communication plan for Fashionable Company, a business offering beauty products and clothing worldwide. It includes a SWOT analysis identifying the company's strengths, weaknesses, opportunities, and threats, as well as a PESTEL analysis outlining the political, economic, social, technological, legal, and environmental factors affecting the business. The report details SMART objectives, a communication plan leveraging both online and offline platforms, an STP analysis for effective market segmentation, a marketing mix proposal, a media plan utilizing platforms like YouTube and Instagram, a production plan focused on high-quality products, and a budget plan with an evaluation proposal. The report also includes a personal reflection on team plan development, emphasizing the importance of market analysis, customized products, and continuous monitoring for effective marketing strategies. This document is available on Desklib, a platform offering a wide range of study resources for students.

Marketing Report

Executive Summary
It is analysed that marketing communication is important element which build strong
connection between customers and their organisation. It update customers on regular basis
regarding products and services which increase their sales. It is essential to opt for best effective
marketing technique so that business can earn higher revenue. This report contains about
campaign of an organisation. Marketing communication plan is carried out in this report along
with its various elements.

INTRODUCTION
Marketing communication refers to media and message that organisations use in order to
promote their products and services. It provides opportunity to communicate with the targeted
audience so that brand awareness can be increased in the market. It includes direct marketing,
traditional advertising, sponsorships, presentations and social marketing (Červenka and et.al.,
2018). Businesses can easily increase their customer base by implementing effective branding
and packaging techniques. This report is based on Fashionable company which offer products to
related beauty products and clothes. They provide services and products in all over world by
maintaining the quality and standard of their products. This report will include marketing
communication plan which includes research and development of products, research of targeted
audience, different strategies, budget plan, marketing mix proposals, evaluation proposal and
many more. This report also include about reflection and personal role on team development .
MAIN BODY
SWOT ANALYSIS
SWOT Analysis is the framework of internal and external factors of the organization that
influences the company's operations in either negative or positive way. Swot defines as the
strengths, weaknesses, opportunities and threats of any organization. Strengths and weaknesses
are consider in the internal factors whereas opportunities and threats are related to the external
factors of the company.
 Strengths- Fashionable company serve their customers in a unique way that it becomes
the very famous in the UK market (Sejati, 2018). It provides variety of fashionable
clothes which is on trending in the market. The strengthen of this company is their
quality of their clothes. Their quality of product and good services has become major
attraction for personnels and develop the loyalty in customers.
 Weaknesses- During pandemic, many industries were affected because of COVID-19.
Fashionable company also get impacted by the pandemic and its affects the overall
business of the company. Fashionable company also face issues of supply chain
distribution and labour shortage in Covid 19 lockdowns.

 Opportunities- By using machine learning and AI to predict and deliver street level
requirement and it will be a game changer to the company. It should be great opportunity
for fashionable company to invest on technology for acquiring the customers towards the
products and services.
 Threats- The major threats of Fashionable company is their pricing strategy. Customers
wants high quality of products in less amount but the fashionable company provides them
the products in high prices. It will affect the business of the company because that
enhances the competition and customers prefer to purchase from other competitor.
PESTEL Analysis
PESTEL Analysis describes a framework of macro-environmental factors used to gain a
macro picture of an industry environment (Roubal, 2019). It defines the external factors of the
organization which affect the operations of the company.
The pestle analysis of Fashionable company are mention below:
 Political factors-Political factors includes government policies and tax policies etc.
Political stability is a great strength in UK. So it is the advantage for fashionable
company to run their business smoothly.
 Economical factors- These factors affects the profits of fashionable company as
globally economies have been affected during COVID-19 and it is expected that it
impacts the huge loss to the fashionable company in UK.
 Social factors- The social factors of fashionable company are quite good in UK. Because
they use the music videos for show off the fashionable clothes and it attracts the
customers for buying clothes from the company.
 Technological factors- Social Marketing is one of the most important innovative
inventions of the fashionable company (Vyas and Panesar, 2019). But because of
technological issues fashionable company faces highest dynamism and change.
 Legal factors- Legal factors basically focus on laws such as consumer protection law,
employment law etc. The company follows the laws and policies in order to run their
business. Fashionable company pay employees minimum wages set by UK government.

 Environmental factors- The fashionable company sets the appropriate environmental
policies which makes the environment sustainable for good business conduct. The
company is also engaged in keeping the environment sustainable.
Communication plan
Smart objectives
These objectives assist organisation in achieving their goals and success in effective
manner (Wijaya, Kristianto, Vanel and Huwae, 2021). It provides roadmap to an organisation to
perform operations in desired manner with out any disturbances. Fashionable company have also
established their SMART objectives which are mentioned below:
Specific: This includes the accurate goal and target which company have to achieve.
Fashionable company wants to enhance their sales by 15%.
Measurable: It involves procedures which enhance and improve the over all
performance of company (Pandey, Nayal and Rathore, 2020). Fashionable company measure
their performance by tracking their operations on regular basis.
Achievable: Fashionable company aims to achieve their goals to increase their sales
which can be possible with the help of effective operations.
Realistic goals: It requires various resources and equipment to accomplish goals.
Fashionable company involves cost, time and efforts in order to commence their operations.
Time: They aims to achieve this goal in 1 month so that they can increase their revenue
generation.
Communication plan
It assist in maintaining better communication and interaction with the targeted audience
and stakeholders of an organisation. It analyse relevant in formation which need to be transferred
to customers so that they can understand the value and benefits of the products. Fashionable
company is planning to offer beauty products to their customers so that they can capture large
market area (Pandey, Sahu and Dash, 2018). Different marketing techniques are used by them so
that they can increase their presence in market. Fashionable company have used offline and
online platforms according to the preferences of customers so that they can share important
information among them. Marketing tools proves highly beneficial in influencing the mind of
customers to buy their products.
STP analysis

This framework will assist communication plan of an organisation by dividing markets
according to the priorities of their customers. Organisation can offer customized products to their
targeted customers with the help of this analysis. Fashionable company have to identify their
customers so that they can offer products and services in effective manner. STP can be classified
on the basis of different factors which are mentioned below:
Segmentation: It includes different regions of the society which are divided by
organisation on the basis of their behaviour and characteristics. It includes demographics,
psychographic, lifestyle, beliefs and values. Fashionable divide segment which includes majorly
female of age group between 18-50. They offer their products in all over the world by covering
large number of their customers.
Targeting: Markets can be targeted according to the size of location, profitability and
reachability (Diatertia, 2022). Fashionable company opt for segment which are highly profitable
for them. Large size of potential customers are targeted by them so that they can enhance their
revenue generation in effective manner. It is important to customize the products according to
the requirements of their targeted audience so that they can retain them longer period of time.
Positioning: After the segmentation and targeting of the market and customers, it is duty
of an organisation to position their products and services in appropriate manner. It suggest that
organisation have to connect with their audience on personal basis. Fashionable company aims to
provide support to their customers by resolving their doubts and queries. They take reviews and
feedbacks of customers on regular basis so that they can improve their services and products.
Marketing mix
It includes various factors which affect the marketing function of an organisation it
includes 4 P's which can be discussed as follows:
Product: It contains particular item which can be tangible or intangible. Fashionable
company offer varied range of beauty products along with clothing material for their customers.
They maintain quality of their products so that they can attract large number of customers.
Price: This element suggest that customers have to pay particular amount in order to
purchase products and services. This amount help Fashionable company in generating revenues
which assist in growth and expansion.

Place: The area of distribution which organisation opt for offering their products and
services are comes under this element. Fashionable company uses offline and online methods to
sell their products so that they can engage customers for longer period of time.
Promotion: It includes different marketing practices which assist organisation in
promoting their products (Stiawan, 2018). Fashionable company uses various promotion method
which includes sales promotion, advertising, public relation and personal selling.
Media plan
This refers to the source which is used by an organisation in order to select best
appropriate media platform. Fashionable company aims to select media which can cover large
market areas in most effective manner. Particular marketing strategies should be developed so
that brand awareness can be maintained. Fashionable company have used YouTube, Facebook,
Twitter and Instagram in order to advertise their products.
Production plan
Organisations need to take decisions for their production procedures so that they can
offer higher quality products to their customers (Lukáč and Mihálik, 2018). Fashionable
company forecast the requirements of their targeted audience before producing products and
services. They implement advanced technology in their manufacturing process which assist in
higher revenue generation.
Budget Plan
It is important to formulate particular budget in an organisation so that every function can
be carried out in proper manner. Each and every operation of Fashionable company is classified
on the basis of their investment which help in setting their budget. They majorly use economies
of sale which reduces cost of production to great extent. With the help of effective budget they
can easily achieve various opportunities which are essential for further expansion. Fashionable
have set their budget around 15000$ for their campaign.
Evaluation Proposals
This refers to the process which assist in tracking and monitoring activities in appropriate
manner. It assist organisations in making strategic decisions regarding operations which need to
be carried out in proper manner. It imp[roves the steps and activities which are essential for
offering high quality of goods and products to large number of customers. Fashionable company
have prepared their evaluation proposal which enhance the productivity of an organisation.

Personal Reflection on team plan development
I have used various approaches and strategies in order to enhance the experience of
customers. Various policies are formulated which minimize the cost of production and enhance
the quality of products. I have analysed that it is essential to target the market and analyse their
needs so that customized products can be offered in effective manner. Regular monitoring and
controlling is necessary so that errors and mistakes can be eliminated. Marketing techniques
should be used which assist in promoting products and services.

CONCLUSION
From the above report it can be concluded that marketing helps organisation in increasing
their number of customers by sharing information. Marketing communication is vital part of
business which adds value by enhancing their brand image. It is analysed that customers can get
easily influenced with the help of marketing communication which share benefits and values of
products and services. This report included about marketing communication plan which further
involve various functions. These functions are also included in this report which are marketing
mix proposal, research and development, media plan, budget plan and many more.

REFERENCES:
Books and Journals
Červenka and et.al., 2018, November. The New Directions of Research in the Application of
Effective Marketing Communication. In 2018 16th International Conference on
Emerging eLearning Technologies and Applications (ICETA) (pp. 93-98). IEEE.
Sejati, V.A., 2018. Marketing Communication, Direct Marketing, Public Relation and
Advertising.
Roubal, O., 2019. The Erotic Capital of Men from the Perspective of the Sociology of Marketing
Communication. Marketing Identity, 7(1), pp.706-716.
Vyas, M. and Panesar, A., 2019. Pharmaceutical marketing communication strategies and its
influence on physician prescription preference. ZENITH International Journal of
Multidisciplinary Research, 9(5), pp.288-299.
Wijaya, L.S., Kristianto, B., Vanel, Z. and Huwae, G.N., 2021. Pengembangan Model Strategi
Integrated Marketing Communication (IMC) Dalam Upaya Meningkatkan City Image
(Studi Kasus Pemerintah Kota Surakarta-Jawa Tengah). Jurnal Ilmiah Media, Public
Relations, dan Komunikasi (IMPRESI), 1(1), pp.12-22.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Pandey, A., Sahu, R. and Dash, M.K., 2018. Social media marketing impact on the purchase
intention of millennials. International Journal of Business Information Systems, 28(2),
pp.147-162.
Diatertia, I., 2022. Aktivitas Marketing Communication PT Prima Minechem
Indonesia (Doctoral dissertation, Universitas Multimedia Nusantara).
Stiawan, E., 2018. Integrated Marketing Communication. Samudra Biru.
Lukáč, M. and Mihálik, J., 2018. DATA ENVELOPMENT ANALYSIS-A KEY TO THE
MUSEUMS''SECRET CHAMBER'OF MARKETING?. Communication Today, 9(2).