Integrated Marketing Campaign: Leather Handbag Launch on Instagram

This report analyzes the use of Instagram as a digital marketing tool for launching a leather handbag product. It explores the initial campaign, including the creation of an Instagram page and the posting of product images. The report evaluates the performance of the campaign, including the number of likes and comments, and discusses strategies for improvement, such as using more hashtags and engaging with other businesses. The report also calculates the Return on Investment (ROI) and emphasizes the importance of utilizing analytic tools to assess the figures for followers, likes, and comments. Finally, the report provides recommendations to increase the number of followers and improve the overall effectiveness of the Instagram marketing campaign.

Using "Instagram" as the Digital Marketing
Tool for Designing an Integrated Marketing
Campaign (IMC) for a New Product Launch
“LEATHER HANDBAG”

Study background
 Leather handbag is loved by both women and men millennials and baby boomers
 The pattern of consumption is different though
 Men generally use it as money purse or larger bags suitable for schools, colleges, universities
and offices
 Women use it as money purse and handbags of varied sizes
 Observing that the leather industry can potentially be a profitable industry for startups, I picked
up this as the chosen product for IMC plan

Microanalysis
Factors Information
Industry profitability Revenue stood at US$5,203m in 2020.
Market will expectedly grow by 2.2%
(CAGR 2020-2023).
Revenue stream Wholesale and retailing in stores; online
store; search engine optimization
Introductory period Increased focus on growth while less on
gaining market share
Growing stage Focus both on growth rate and market
share
Maturity phase Maintenance of market share during
declining business
Declining stage Declining market shares and the
business

Macro analysis
Factors Explanation
Institutional support Massive support for designing,
marketing, technical services and
manpower development.
Low-cost manufacturing Asian countries such China,
Pakistan, Brazil, India etc. offer
most competitive prices for the
manufacture
Abundance of materials In India and other Asian countries
Demand advantages Have been preforming well in 2018;
things can slow post-Brexit.

Continues..
Factors Info
Legal problems The leather industry contributes
hugely to pollution especially in the
tanning and finishing stages of the
value chain.
Environmental pollution • Tanneries harbors possess
potential risks for the
environment
• Groundwater pollution can
produce various pollutants like
nitrate, microbiological
organisms, hardness and
metallic trace elements.

Marketing actions
Marketing Actions
Target demographic • Casual and hand-made leather handbags
for teenage girls
Placement Placement will target high-end department
store as well as online shopping channels.
Marketing medium Instagram promotion will be used to sell
leather handbags.
Promotion Images of handbags that people can expect
from the business will be displayed.
Interested people can also follow the
Instagram page to explore more other
options. There will be details for handbags
such as the quality and size.

The scope of IMC
Factors Scopes
Cost-effective marketing • IMC can be used to market
leather handbag at low-cost
• Instagram will ensure more
people see the promotions of
wide variety of handbags.
Transparency • Quality handbags will only be
displayed
• Accurate details of the bags like
its sizes, colors and weight will
be displayed.

Elements of IMC campaign
Elements Information
Business objective 1. Growing the business
2. Accessing more Leads and Sales
3. Attain a profit close to £1,550,035
Social media goal 1. Awareness
2. Conversions
Metric (s) 1. Shares and following
2. Email signups, website clicks, etc.
Audience personas By gathering real-world data from various channels of
information
Competitive analysis Engage in social listening to be updated with what the
competitors are doing.
An Instagram audit • Examining the current efforts delivered through
Instagram
• Looking for fraudulent accounts
A content calendar • Posting a schedule will keep followers updated on the
latest
• Content mix such as 40% of content will be used to
drive traffic and 10% of content will be intended at the
HR as well as the organizational culture

How the campaign will be
delivered?
Budget
assumption
Frequency Revenue in
GBP
Total
Through Buses 12 5500 66,000
Utilising Metro
Quarter Page
5 16500 82,500
Instagram
marketing
1 month 650,000
TOTAL 798,500

Continues..
(Instagram Marketing)

Continues...
• One Instagram page was created and few images of
bags were being explored with the product details
like quality and colour
• In just 12 hours, the post managed to receive 14
likes and 3 comments
• It is not a good performance considering the net
profit to achieve with the business is £1,550,035
• However, more hashtags will be used to make the
products easily and frequently visible to many
people
• Additionally, we will also follow other businesses for
exploring the product in their comment post section.
• More posts will be uploaded to increase traffic

Continues….
 Return on Investment:
 This will be calculated as shown below:
ROI = Net Profit/Cost of Investment
= 1,550,035/798,500
= 1.94
It just gives an expected value of ROI. Figures may vary depending on lead conversions.