IMC Plan: Business Plan for Style Runner Fashion Company

This report presents an original Integrated Marketing Communication (IMC) plan for Style Runner, a startup fashion company. The report begins with an executive summary highlighting the importance of effective marketing strategies and communication objectives. It then delves into an introduction, followed by a detailed discussion of the company's communication objectives, which include generating awareness, encouraging sales, building relationships, and managing brand equity. The report analyzes the segmentation and target market, focusing on the significance of reaching diverse consumer groups and the role of creative ideas and messaging. It explores the positioning strategy, covering brand, product, and competitive pricing strategies. The report outlines basic budget concepts and concludes with a summary of the key findings. This comprehensive plan aims to guide Style Runner's marketing efforts, ensuring effective communication and brand building within the competitive fashion market. The report emphasizes the importance of understanding customer behavior, market trends, and the use of various marketing channels.

Original IMC Plan

TABLE OF CONTENTS
EXECUTIVE SUMMERY..............................................................................................................1
INTRODUCTION ..........................................................................................................................1
COMMUNICATION OBJECTIVES.........................................................................................1
SEGMENTS AND TARGET MARKET...................................................................................2
“CREATIVE IDEA” WHAT IS YOUR MESSAGE.................................................................3
POSITIONING STRATEGY .....................................................................................................4
COMMUNICATION STRATEGY MIX AND MEDIA MIX ..................................................5
BASIC BUDGET CONCEPTS..................................................................................................5
CONCLUSION .............................................................................................................................5

Executive summery
Integrated marketing communication basically utilize the strategies of marketing in
effective way and good communication. So they can agreeable message the brand of company.
These approaches helps in improving the abstraction and communication as it benefits with
each of the medium . It required to identify the boundaries. That do promotional mix as in
consideration of effectiveness campaign's message. This major aim of this report is to make
business plan in the fashion sector by classifying with many segments such as objectives, target
market. Along with the creative idea or message through which attract various market strategies.
INTRODUCTION
This integrated market communication refers to the simple concept in which all forms of
the communication and the other respective messages are coupled altogether. There are various
levels which define the integrated market communication by vertical, horizontal, external as well
as internal. These all give strengthen to the communication. They all combined along with this
they build clear impact. Therefore, they demands for the promotional mix elements in
consideration with effectiveness of the message (Shin, 2013). As this assignment is going to
represent the original business plan of the company style runner which is start up organisation of
the fashion sector. It produces clothing line for the both men and ladies along with kids section
too. The purpose of this entire report is to make the effective business plan so on through this
they can make the effective strategies and for the smooth running of that Style runner. This study
is going to present the own business in which they include the clearly defined product services
with their own objectives along with the target clients where they want to reach by attracting
them towards their company (Rao, Yin, and Tang, 2011). Company also have to produce creative
idea and message through which they promote their product and the concepts basic budget such
as message cost by the media and many more.
Communication objectives
Communication process is the backbone of any organisation. It is the element which
make sure that proper performance of functions of organisational targets and goals. There are
various communication objectives which is need to be adopt by the Style runner which can lead
to the smooth running of business . A good planned and competently executed business
communication strategy with the brand image by clear to conveying stakeholder about the
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company offers with the brands stand. A carefully Some of the organisation objectives of the
communication are as follows :-
Generate awareness :- Style stunner company cant go for the long run. If no one aware
about this respective company. So, the broadcasting and awareness of the communication is
required in which sticks with the customer's memory through various fresh and innovative
techniques of advertising. This will highly create the awareness among the all people.
Compare products :- It is genuine that the customer compare the the products with the
other organisations with whom they are familiar with. The companies who offer same kind of
products and services. This communication of the business assist them to interpret and
understand the value of the carry,. Evaluate as well as improve the position of the style runner in
the business market place against the other competitors. Along with this there is also a chances
of the minimizing view of the consumers with offering a goods and services (Porcu and et. al.,
2017).
Encourage sales :- An customers once become familiar with the products of the style
runner. Then they started use business communications to run on the traffic of the company in
very smooth and mannerly. They demonstrate their needs and demands by establishing their
desire of buying and other incentives through which they try to launch new fresh products in
order to meet the demand and wants of the customers.
Build relationships :- Company have to build their goodwill and reputation in that way
so the customers feel familiar themselves by purchasing products from the style runner. Business
communication need to involve the relationship fostering the respective relationship with this
particular brand. They use announcement related to the enterprise so they can change their
opinions who can actually influence to the customers which try the brand of the organisation.
Manage brand Equity :- Interaction and other communication promotes to trust and
loyalty for the consistent company along with connection between them. It also build up the
loyal customers in respect to their company (Vakanas and et. al., 2015). By solving their
problems and identify and make them comfort also implement and make the effective
communication in between the company and customers.
Segments and target market
The Market segmentation is defined as the process of divisional the all market into the
various segments of consumers. Although the target market refers to the deciding whole change
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which they decide the potential of the customer segmentation through this company needs to be
focus on. Before the target these is market segmentation actually assist to the company. So on
they can be more selective about the marketing of their respective products. They both partition
and reference is equally important to ensure the company's success and growth in the entire
market place (Pop, Ionescu and De Keyser, 2012). The Style runner go for the all males and
females clothing and for the kids section too. They offer in very good quantitative products and
there some of the factors which leads to success are as follows :-
Significance :- This is essential for targeting both important customers with the good
match for business with products and services. It is not that feasible to go after all the consumers
due to the various needs and wants according to their tastes. These various type of the customer
and they classified in different category such as some customers usually pay high prices for
them,few of them are bargain shoppers and other one find the most lowest price . It is important
to target all of them according to increase the sales.
Types :- It can be used for the business customers and consumers both. Apart from the
demographic there are some other ways too in which they classify them as characteristics and
interest rate which is usage as according to the segmentation of the Style runner and other
websites of this clothing and fashion line which is available at internet.
Identification :- These segmentation and targeting is very essential for the demographic
pairs. In this they include all the gender, income groups, age, geographic area, house hold size,
in various ethnic groups. These will be statistic activities which is suitable for the market place in
between the competitive services and products (Wang and Huang, 2014). This clothing line of
the style runner for the everyone and they will get all type of the clothes as per their taste and all
rages with qualitative goods and services there.
Functions :- The market segmentation is very essential as well as very complex and
lengthy process. It is basic thing company demands to know about this their segment
representation and other potential sales. If once the company initially start target to the company
then they start target to the consumer along with the direct mail, radio, television, internet
marketing and magazines (King, 2013). If the Style running target to one category then there will
be m ore chances of advertising and promoting in right way by adopting the right kind of media.
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“Creative idea” what is your message
Creative is very necessary for any organisation through innovative activities. Customers
usually attract to the innovative and fresh things which is unique and more effective by the use of
great technology (Hu and et. al., 2011). It is very brainstorm process after well informed about
the contributing factors. It is needed to increase the sales and the other benefits , the Style runner
company also launch there websites at internet through which they easily connect with the
consumer by providing them services at online and other home delivery option. They also launch
and at the particular time period , their main focus is to provide and introduce some of the good
clothing collection by in concern with the season. They also gave very good tag line to their
organisation is 'Be comfort with Style runner'. This phrase depict very much familiar and create
good bonding with the customer and also assure them about giving them style with the too much
comfort. So, they can easily carry this product with themselves and as being stay loyal with
them.
It is important for them to always work on research, this is key element through which
they can aware about the business environment in particular time interval. This will also help
them to know about the customer preferences, behaviour, attitude and environment of the market
place that will promote innovative ideas and strategies. Through which they will be able to be
creative and carry out with good innovative ideas and that will lead to be more good changes
which attract to the consumer.
Positioning Strategy
Positioning at the market place depicts a lot about the organisation this will beat many
competitive which has comparable offer. It occupies the respective brand in the mind of
customers and they distinguish from the products apart from competitors they actually willing to
make some suitable reputation. It is one of the very essential and powerful in terms of the
concept of marketing (JuneComan and et. al., 2012). The target of the company is to occupy the
space and being familiarity with the mind set of the customer group. Every firm demands to be
the strong footing in the market place which make ease in selling their products and create
awareness among all the customers. Style runner is very concerned about their positioning and
they make various strategy along with emerging technology, business services, packaged goods.
They also use various positioning strategy which actually help them in mainlining their goodwill
some of them are as follows :-
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Brand positioning strategy:- It is very critical to determine the positioning and thing
through which they target to the customers. They have to examine like where they are currently
situation in the market pace and according they make strategy to be on top in the criteria of
brand. Along with this they consider where they want to see there brand which actually demands
to be potential positioning opportunity which is clean matter of the message.
Company determine by figure out the features and characteristics which is the reason customers
tend to buy that clothing line, and needs to be highly dimension if attractiveness. They have to
work on the sales and other offer strategy to their brand standing at the good level.
Product positioning strategy :- This requires the externally as well as internally place.
Initially the organisation places their brand although after their goods and services. Every
company wants to be successful same as style runner try to make themselves different from heir
competitors and attractive. There are three main factors which successfully differentiated the
relevance and functionality. These three offers the new technology and settle up the
understanding among the customers
Competitive pricing strategy :- Setting price is very complicated decision for any of the
organisation as by maintain their positioning in the market place. They have to keep that
reasonable price so that consumer can afford that easily as compare to other competitive products
and enough stable so that company too can make profit in that price (Cohen and Kaplan, 2011,).
If the organisation is going through the negative reputation and no amount of the discount price
may cause the harm to their goodwill. Such pricing strategies make and allow the firms for the
opportunistic situation like getting or capture first order value for the long term.
Competitive positioning strategy :- It involves the value for the competition. In the
organisation whenever they identify along with this favour to the proof points which exactly
merchandise to their prospects will going to be proper and concern with the other companies as
in comparison. Companies usually misunderstood themselves and over positioning to their
products which leads to the irrelevant. Style runner usually resolve the problems to their
customers and understood their feedback and plan in action for the more great growth and
success.
Communication strategy Mix and Media Mix
An organisational communication strategy mix in which various promotional tools
involve which help in promoting their product among the public and customers. It is the simple
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path way through which they communicate to their respective brand and to the consumer to build
and loyal and long relationship in between them. This actually helps integrate the various
mediums as well as channels to deliver the uniform message to the brand to their respective
target audience. This bring them altogether so they can promote the clear, single and consistent
statement of positioning. There are various elements of the marketing communication some of
them are as follows :-
Advertising :- This is the widely used term by the Style runner so they can
geographically distributed to their customers at the large scale. It can be through by using
various mediums such as print ads in magazines, newspaper, billboard, television and by
adopting the social sites where large number of the people can reach there. This is very quick and
legitimate by the consumers it is quite expensive (Cobb, and et. al., 2010).
Sales promotions :- This is offer by the company to gather the popularity and create
awareness among the people by providing them winning contest, coupons, daily deals and other
offers to promote the sale so the products and s effects of the short term marketings.
Personal selling :- It is effective method through which they can build the good healthy
relations with the consumers and aware most of the people. Marketing personal need personal
skills to listen to their requirements of the consumers. Through this they get the feedback.
Public relations :- Through this component the company build the relation with the
consumer and it is treated like the bridge between the company and the target d audience so on
they are responsible for the conferences, unbuild image and reputation in the market.
Direct marketing :- It is greatly personalized communication tools in which they address
to their one particular person by the telephones, emails, messages and other social media etc. It
also allow interaction in between the company and the customers.
Online marketing :- Internet is very strong and very quit communication tool it is easily
accessible by any where and at any time and it is a part of rapid technology. So, the style runner
also take benefit of these type of promotion skills and try to advertise as well as promote
themselves in the various social sites which is easily reachable to the public.
Media mix refers to the combination of the various channels of the advertising by using
the various promotional tools for advance the goods and services. Some of the media mix are as
follows :-
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Print :- In this the newspaper, hoardings, magazines and other tools include it is tangible
and it is very convenient to reach the target audience. Because large number of the people use
this medium to access and gather the news.
Digital :- In this the internet is used for promoting the style runner this medium is easily
accessible to the people even through large number of the people are connected to each other at
this particular platform in this social media is also include (Chen and et.al., 2011). It is very
genuine and less expensive medium of the promotion.
Electronic :- In this the video and audio is include and make it very attractive and eye
catching for the consumer. So they can easily concern about the advertisement of the company
and go and buy that production. In this the television is include and large number of the people
use this medium this is quite fast medium (Bin, ZHENG and LIANG, 2010).
Basic budget concepts
Every organisation very concern about their company's budget, this factor especially
discuss in the strategy planning. So before the execution they make and categorise their
segment where they have to invest. The levels through which they can effectively and
efficiently use the benefit. They usually divide their budget in every segments as well as aspects
and try to lie and go with that budget. Gradually over budget is not consider as a good thing in
the terms of business organisation along with this it is very important and let term for the
company.
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This actually help in organise the things . So they can effectively use the revenues and
make the larger profit. They have to initiate with the raw material through which they can make
the products for the targeted audience. The advertising is very important factor of any company
same as with the style runner. They invest good amount in the advertising and communication
mix by adopting various techniques and tools. It will will be go in vein if the product is good,
and got good quality also available in the reasonable prices and if there is less in sales then the
advertising is responsible for that irreverential gesture. It si important to make people aware
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source 1: budget comparison

about the product so people make efforts to buy that one an increase the sales which leads to the
beneficial as well as also go with the accomplishment of the objectives of the company.
The advertising is used by the various methods and by using various techniques such as
when it comes to the social advertising, then it is quite cheaper than the other mediums and it
will help to reach at the large number of the people at once without making much efforts .
(Alves and et. al., 2010) They have to set their website and buy domain for that website which
they have owned. Later on they can also promote and do advertisements. When it comes to the
print media, it will chargee generally high as compare to the social media because it needs more
efforts to print they will charge the price as according to the number of age and the size of the
advertising and space they want in the newspaper or weather in magazines. In the case of the
electronic media, they go with the very high charge price by the company, because they deal
with the as well as as video and the price is decided by the number of the times the advertisement
arrive on the particular channel and the prime time where most of the people usually watch
television (Altstiel and Grow 2015).
Evaluation metrics
This evaluation matrix helps to the style runner so they can plan and organise their tools
and design in that way so they can accomplish their goals and measure the growth. It is possess
with the help of tables and this is use by the style runner so they can measure the methods and
criteria of the company. The evaluation of the style runner are as follows:-
Strengths of the style
runner
Weight Rating It can be
range from 1-5 (1=
low, 5 high, 2.5 =
average)
Weight score
Shopping under one
roof
0. 15 4 0.60
Customer oriented 0.13 4 0.52
Financial position 0.10 3 0.30
Brand image 0.12 4 0.48
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E-commerce, Wide
range of services
0.10 4 0.48
Weaknesses
Lack of formal
mission statement
0.08 2 0.16
Slowing speed of the
depart lines
0.10 2 0.20
Do not have any
research and
development facility
0.6 1 0.06
Top management is
dominated
0.8 2 0.10
Undifferentiated
products and services
0.8 2 016
Total weight score 1.00 3.04
CONCLUSION
As according to the above mentioned study, it is concluded that the communication is
very essential for every organisation a=same as the style runner company. through this the style
runner company also can generate the awareness which leads withthe increase in sales and build
good and healthy relationship with the customer. It is important for the company to focus on
creative and innovative things. This actually attract large number of the consumer and it will be
quite good in evaluating the bushiness at large level. Style runner need to settle and build strong
footing in the business environment. So automatically they can leave good impact on the
consumers and create good brand image and position in the competitive market place. So on with
the help of various strategies and communication mediums as well as marketing mix. Which is
very excellent tools of the promotion and easy going so that people can update about them by
using various kid of media.
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How to Develop an Integrated Marketing Communications Plan. 2017. [Online]. Available
Through: <http://communicationmgmt.usc.edu/msp-resources/articles-blogs/how-to-
develop-an-integrated-marketing-communications-plan/>. [ Accessed on 31st 2017].
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