Strategic Marketing Report: Analysis of Colcci's Communication

This report provides an analysis of Colcci's marketing strategies, focusing on integrated marketing communications within the clothing industry. It explores various methods employed by the company to reach its target audience, including social media marketing, print media advertising, and event organization. The report highlights how Colcci leverages platforms like Facebook and Instagram, considering the high number of active users in the UK, and emphasizes the importance of print media through magazines such as Glamour. Furthermore, it discusses Colcci's event marketing strategies, such as conferences and seminars, and participation in events like London Fashion Week to attract both consumers and retailers. The report also includes the financial investment required for these events. Overall, the report provides a detailed overview of Colcci's marketing communication approaches and their impact on customer engagement and brand awareness.

STRATEGIC MARKETING

TABLE OF CONTENTS
 INTRODUCTION
 MAIN BODY
 CONCLUSION
 REFERENCES

INTRODUCTION
Integrated marketing communications refers to various tools and techniques that
can be used for marketing of the products or services. Such as direct
marketing, social media marketing, print media advertising etc. So that, it
will an organization can communicate the message to the targeted segment
of buyer (West, Ford, J. and Ibrahim, 2015).
 The presentation will be based on Colcci. The company belongs to Clothing
industry and offers clothing items for women and men. The presentation
will outline various marketing communication methods that can be used by
the company.

Integrated Marketing Communications
It refers to the process of coordinating various tools and methods for communicating with the
customers (Moutinho, L. and Vargas-Sanchez, A. eds., 2018).
Organization uses integrated marketing communications for achieving a particular objective.
Various types of communication methods that Colcci will use for promoting its products are
as follows-
Social media-
Social media marketing is one of the type of Above the line advertising because, Colcci will
target large number of customers to offer the products. Company will create awareness
through Facebook, Instagram etc. According to the recent survey, in year 2018, there are
45 million users that are actively using social media platforms. The number is equal to 67%
of the entire population of UK (Sinha, 2018). Therefore, firm should advertise the products on
social media platforms to increase the awareness of the goods.
The firm is targeting approximately 20 million viewers for attracting them to buy the products.

Continue
Print media advertising-
Colcci will also use Print media advertising for targeting a particular segment of customers. It is also a type of Above
the line advertising. This will help to improve brand image of Colcci. On an average, buyers spent 40 minutes to read
magazines such as Glamour. Company will advertise the products through Glamour magazine it will helps to attract
large number of women buyers. More than 6 million peoples views the magazine in year 2018 (Jaworski, 2018).
The company is targeting approximately 3 million viewers to influence them. So that, they will purchase the products
(Andaleeb, S.S. and Hasan, K. eds., 2016)
 The message conveyed is unique as compared to other companies in fashion industry.

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Event-
 Colcci also make arrangements for promoting the products of the firm through organizing the events such as
conference, seminars etc. So that, it can easily interact with the targeted segment of customers.
 The number of people that are registered for the event are 1000 but, only 850 people have attended the event
organized by the company.
 Conducting the events helps the companies to attract large number of customers towards the products and also
helps to improve customer engagement.
During year 2017, more than 105000 visitors has attended the London Fashion Week from different countries. More than
15000 peoples have visited London to view various types of apparel of different companies (Chernev, 2018). Therefore,
Colcci will also participate in the show. This will help to attract retailers as well as large number of buyers.
Company has required investment of ￡ 1500 for hosting the event to influence targeted peoples to buy the products
(Štefko, Kiráľová, A. and Mudrík, 2015).
 The message provided through the event helps in influencing the customers, the message was very unique.

REFERENCES
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage. Oxford University
Press, USA.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI Tourism Texts. Cabi.
Andaleeb, S.S. and Hasan, K. eds., 2016. Strategic marketing management in Asia: case studies and lessons across
industries. Emerald Group Publishing Limited.
Štefko, R., Kiráľová, A. and Mudrík, M., 2015. Strategic marketing communication in pilgrimage tourism. Procedia-
Social and Behavioral Sciences, 175, pp.423-430.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Jaworski, B.J., 2018. Commentary: advancing marketing strategy in the marketing discipline and beyond. Journal of
Marketing Management, 34(1-2). pp.63-70.
Sinha, B., 2018. Strategic Marketing Management: Why to study?. NOLEGEIN-Journal of Leadership & Strategic
Management. pp.30-34.

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