H&M Summer Casual Wear IMC Campaign: BHO2265, [University Name]

This report details an integrated marketing communications (IMC) campaign developed for H&M, focusing on a new summer casual wear line designed for individuals above 18 years old, specifically addressing the needs of those with shorter heights. The report begins with an executive summary and a situation analysis, exploring H&M's background, industry position, target market, and capabilities. It then delves into the product strategy, including the new product's features, target market segmentation, and brand positioning. The report further examines the communication process, persuasion tactics, and consumer response models relevant to the campaign. Finally, it outlines the marketing communication objectives and proposed budget, providing a comprehensive overview of the IMC strategy. The report also discusses various marketing mix elements (product, price, place, promotion) and the application of the interactive communication model. The report is structured to address key issues, including the role of the receiver in persuasion and the application of the tri-component model of attitude, and concludes with the determination of marketing communication objectives and budget allocation.

BHO2265 Integrated Marketing Communications
Assessment 1
Name of the students
Student ID
Campus
Lecturer
Tutorial Session
Semester & Year
Agency name
Client
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Executive Summary
The report consists of brief IMC campaign for H&M. The main issues of the company are
discussed while ensuring IMC campaign for the target market. An IMC plan is prepared that
states the importance of capabilities of the company with its business strength and analysis. It is
important to focus on the major aspects of integrated marketing campaign to solve the real
problem. A problem is noticed by the company wherein people with shorter height faced issues
in selecting the clothes as such the customers selected clothing items from kids section. The
company observed that the market opportunity was missed and it is important that a new clothing
line such as a summer casual wear for people with age group 18 years is selected. Thereby, the
Integrated Marketing Campaign of considering new clothing line is addressed in the marketing
plan. The problem observed need to be solved therefore marketing objectives are prepared to
focus on increased sales volume and ensure that the age group has a good clothing line purchase
options. The situation analysis, product, target market, persuasion message, and communication
process are addressed in the report.
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Contents
Executive Summary.....................................................................................................................................2
Unique issue 1-Situation Analysis of the organization:................................................................................5
H&M........................................................................................................................................................5
Background..............................................................................................................................................5
Industry size and sales volume................................................................................................................5
Target market and positioning................................................................................................................5
Survival (capabilities)...............................................................................................................................6
Campaign.................................................................................................................................................6
Unique issue 2 Product, target market, positioning and communication process:.....................................7
New product............................................................................................................................................7
Problem-solving.......................................................................................................................................7
Adding value to the product....................................................................................................................7
Distribution process.................................................................................................................................7
Price strategy...........................................................................................................................................7
Potential segments..................................................................................................................................8
Brand positioning....................................................................................................................................8
Elements of communication process.......................................................................................................8
Unique issue 3persuasion-message factors:..............................................................................................10
The role of the receiver (target audience) in persuasion.......................................................................10
Persuasion tactics:.................................................................................................................................10
Consumer brain orientation:.................................................................................................................10
Product involvement:............................................................................................................................10
Attitudes of consumers:........................................................................................................................10
Consumer Response Models:................................................................................................................11
Unique issue 4 determine marketing communications objectives& budget.............................................13
Reference..................................................................................................................................................15
Appendices................................................................................................................................................16
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Unique issue 1-Situation Analysis of the organization:
H&M
Hennes & Mauritz is a retail clothing company established in Sweden. H&M provides fast-
fashion clothing for women, men, and kids. The companies have their branches in 62 countries
and more than 132,000 employees are working for the company in 4,500 stores. It is the second-
largest clothing retailer, Zara is its competitor which has a significant position in retail clothing
brand. Fashion brands such as Zara and H&M closely compete with the price and product
strategies. An integrated marketing communication campaign needs to be created for its new
product line of summer collection for 18 years of age group. The target market is classified as
per the problem that has been observed after the analysis has been made which ensure brand-
loyal customers (Vantamay 2011).
Background
The main industry that H&M belongs to is the retail clothing sector. The focus is towards the
clothing sector for all age groups who are influenced by brand and the product features. The six
independent brands of the company are COS, Monki, Cheap Monday, Weekday, H&M and other
stories. The trading area of the company is huge thereby most of the developed country markets
are covered. Asia, South America, North Africa, Europe are the markets that H&M cover with its
clothing line.
Industry size and sales volume
The industry size is wide as it covers all the developed countries such as America, South Africa,
and Asia. The sales figure is $23232.37 US million gross sales. This indicates that each year
there is an increase in the sales volume as it affects ts the profit of the company.
Target market and positioning
The target market that the company should focus on is the new clothing line for age group of 18
years. The market positions to attract the shorter height people for summer casual wear
collection. The IMC Integrated Marketing Campaign is addressed to target the market while
working on social media adverts (Kitchen & Proctor 2015).
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Survival (capabilities)
H&M survives in a competitive industry with the product strategy that it uses. The product
strategy created the impact to the brand loyal customers and ensured customer satisfaction at a
higher rate.
Strengths
Brand image
Reputation
Product features
Weakness
Competitor strategy
Number of rivals in the industry
Campaign
A new clothing line will be introduced for the target market so that the shorter height people do
not get difficulty in selecting the best products. Introducing a new clothing line ensures
marketing plan and ensures the planning, selecting, implementing, monitoring and controlling
stage. These stages need to be carried on for an effective integrated marketing campaign that
introduces a new clothing line (Schultz, Patti & Kitchen 2011).
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Unique issue 2 Product, target market, positioning, and
communication process:
New product
The marketing mix includes four Ps such as product, price, place, and promotion. One of the
important element of marketing mix is the product which ensures customer satisfaction. The
product includes features and characteristics that highlight the elements of marketing. It is the
center of attraction that has its network connected to price, place, and promotion. H&M products
include clothes for men, women, and kids for the different age group. The clothing line that will
be introduced here is the summer collection for age group of 18. For marketing success, the new
product line will determine the influence of consumer purchase on sales volume (Al Khattab,
As'ad & Zaidan 2015).
Problem-solving
The product solves the problem of the segment while dividing the products as per the age group
and gender (Wachira & Kariuki 2018). The problem that was identified by the company was an
inefficient product line for shorter people with age group of 18 years. Distinctive products can be
manufactured while addressing the needs of customers and ensuring effective strategies to focus
on customer demands and needs. Brand equity is measured with sales volume (Evans 2010).
Adding value to the product
The attributes of product features, product quality, and price add the value to the product. The
product includes the attributes that are important and analyzed by customers in purchase
decisions. The consumer finds the best solution from the product. The release of the clothing line
will bring more than $5000 sales as it justifies the solution to the problem of customers.
Distribution process
The product distribution process is carried on while ensuring retail outlet sales, online marketing,
and social media marketing advertisements. The distribution process includes the purchase of the
products and these are best used by consumers to purchase the product (Taylor 2010).
Price strategy
The price strategy that matches the product promotion place is an average of $50 product that
ensures sales volume and provides offers to the customers on online purchase.
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Potential segments
Bases of
segmentation
Segment 1 Segment 2
Personality traits Teenagers (13-18) Young children
Hobbies Shopping People who want to
try new
As per the psychographics segmentation, teenagers with 13-18 age groups will be targeted as
they are the young buyers who always want new clothes to be purchased.
Brand positioning
A perceptual map is considered to promote the product based on brand equity, brand image, and
characteristics of H&M. Based on brand image compared to Zara, the clothing line is perceived.
Brand image
GAP Zara
Forever H&M
Elements of communication process
The model of the communication process that is used by the company will be the interactive
communication model. The interactive model helps to spread the message in a quick flip while
the feedback is received (Alkhawaldeh & Eneizan 2018). The exchange of message will be taken
place through email.
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Unique issue 3persuasion-message factors:
The role of the receiver (target audience) in persuasion
Target audience plays an important role in persuasion as it describes the operational needs which
are related to it and also signifies the usability of demands that are aligned to any new product or
service introduced. Similarly, in this case, the related audience is liable to produce significant
advancements in measuring the requirements and aligning marketing possibilities accordingly.
Persuasion tactics:
The persuasion tactic which can be used to boost the campaign for H&M would be commitment
as it is one of the fastest and effective methods for aligning the target audience with a product. It
simplifies the related decision-making process by availing mental shortcut to various consumer
groups (Chowdhury et al. 2016). For example, a customer who is committed to certain product is
liable to make more purchases and returns to the same provider due to the availability of a trust
factor developed through previous trades.
(Refer to appendix)
Consumer brain orientation:
The consumer brain orientation is set off a feeling of relativeness for the brand and its products
which improves its decision making positively. For instance, the relationship between a company
and its consumers is built over time and purchases which is quite favorable to justify their
positive feelings for the process.
Product involvement:
The quality and availability of products create a positive impact on the ongoing process of
decision making. Factors such as need recognition, search, comparison, and product selection
and decision evaluation are affected by the nature and quality of products available (Schivinski
and Dabrowski, 2015). This attribute is capable of performing better results in favor of the
organization.
Attitudes of consumers:
The three components which are knowledge, emotion or feeling and action of the tri-component
model of attitude can be beneficial for justifying the operability index that is linked to providing
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a better approach for driving positive growth in consumer alignment. For example, the
availability of a strong knowledge base and emotional connect initiate a positive action by the
consumers which is highly appreciated in terms of sales (Vehmas et al. 2018). It will drive better
growth in the current context of consumer management and also justify the growth potential all
along with the provided perspective. The cognitive components drive conative factors and attain
better decision making from the consumers.
Figure: Tri-component model of attitude
(Source: Vehmas et al. 2018, p. 290)
Consumer Response Models:
A strong positive response is expected across this structure of the communication process. Since
the product, in this case, is related to an innovation-driven approach for short height consumers
thus the innovation adaptation model will be the ideal consumer response model for this case. It
will initiate better results in terms of guiding consumer acceptability for the product and initiate
positive growth in their responding mechanism (Nadeem et al. 2015). The consumers are in this
case liable to be a driver for attaining better responses from the applied strategies as these are
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Tri-
component
model of
attitude
Knowledge
Action
Emotion or
feeling

capable of facilitating positive decision making for them. This message will drive a better
audience across the market and impact the sales positively.
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Unique issue 4 determine marketing communications
objectives& budget:
Following are the marketing communication objective for H&M:
 To achieve a better online presence through different online sales and promotional
platforms in the related industry to attract various consumers from different sections
before the available product launch.
 To provide relevant information for achieving a better relationship across the various
sales channels and marketing platforms to expand the information base related to its
products before its launch (White et al. 2017).
 To establish better emotional bonding with the available consumers so that they can drive
sales and additional advertising through factors such as word of mouth promotions.
 To provide additional value-added services and products to its consumers to influence
their decision-making process.
 To include better socially responsible approaches which can be used to determine a more
feasible mode of interacting with the consumers and increasing their belief with the
product launch.
Objectives Who
What
When
Marketing
communication mix
Approximate Budget
1 Who: Online
advertising platforms
What: Better online
presence
When: Before and
after the product
launch
Digital marketing 10000$
2 Who: Sales channels
and marketing
platforms
What: Achieving a
Advertising and PR 15000$
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better relationship
When: Before the
launch
3 Who: Consumers
What: Establish
better emotional
bonding
When: Prior and
during the product
launch
Sponsorship 12000$
4 Who: Consumers
What: Additional
value-added services
and products
When: During the
product launch
Advertising 25000$
5 Who: Stakeholders
and consumers
What: Increasing in
the belief
When: Before launch
PR 5000$
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Reference
Al Khattab, S. A., As’ad, H., & Zaidan, G. M, 2015, E-Integrated Marketing Communication
and its impact on customers’ attitudes. American Journal of Industrial and Business
Management, vol. 5, no. 08, 538-565.
Alkhawaldeh, A. M., & Eneizan, B. M, 2018, Factors Influencing Brand Loyalty in Durable
Goods Market. International Journal of Academic Research in Business and Social Sciences,
vol. 8, no. 1, pp. 326–339.
Chowdhury, E.H., Sundström, A. and Hyder, A., 2016. Supply Chain CSR Image Challenges-A
study on Bangladesh Clothing Industry. International Journal of Supply Chain
Management, 5(2), pp.16-25.
Evans, D., 2010, Social media marketing: An hour a day. John Wiley & Sons.
H&M, 2019, About Us,
Kitchen, P. & Proctor, R., 2015, Marketing Communications in a post modern world, Journal of
Business Strategy, vol. 36, no. 5, pp. 34-42.
Nadeem, W., Andreini, D., Salo, J. and Laukkanen, T., 2015. Engaging consumers online
through websites and social media: A gender study of Italian Generation Y clothing
consumers. International Journal of Information Management, 35(4), pp.432-442.
Schivinski, B. and Dabrowski, D., 2015. The impact of brand communication on brand equity
through Facebook. Journal of Research in Interactive Marketing, 9(1), pp.31-53.
Schultz, D., Patti, C. & Kitchen, P, 2011, The Evolution of Integrated Marketing
Communications: The Customer-Driven Marketplace, Routledge: London.
Taylor, C.R, 2010, Integrated Marketing Communications in 2010 and Beyond, International
Journal of Advertising, vol. 29, no. 3, pp. 345-348.
Vantamay, S., 2011, Performances and Measurement of Integrated Marketing Communications
(IMC) of Advertisers in Thailand, Journal of Global Management, vol. 1, no. 1.
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Vehmas, K., Raudaskoski, A., Heikkilä, P., Harlin, A. and Mensonen, A., 2018. Consumer
attitudes and communication in circular fashion. Journal of Fashion Marketing and
Management: An International Journal, 22(3), pp.286-300.
Wachira, N. & Kariuki, P., 2018, Integrated marketing communication and performance,
International Academic Journal of Human Resource and Business Administration, vol- 3, no. 2,
pp. 500-523.
White, C.L., Nielsen, A.E. and Valentini, C., 2017. CSR research in the apparel industry: A
quantitative and qualitative review of existing literature. Corporate Social Responsibility and
Environmental Management, 24(5), pp.382-394.
Appendices.
1. Integrated Marketing Communication
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2. H&M products
3. Persuasion tactics for H&M
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