Marketing Communication Strategies for Tradere Fashion Outlet's Launch

This report outlines a comprehensive marketing communication plan for Tradere fashion outlet, a company specializing in ethical and affordable ethnic wear. The plan begins by establishing communication objectives such as increasing brand awareness, changing customer attitudes, and driving brand switching. It then details the tasks required for developing the marketing plan, including target market selection (women aged 18-45), media choices, and budget allocation. The core message focuses on offering high-quality, culturally-inspired fashion. The creative strategy leverages social media and the 'old is gold' slogan. The campaign's duration is set at four months, primarily using social media. The report also covers coordinated communication strategies, including content, tools, and media mix, followed by a detailed budget and implementation plan, including evaluation, control, and feedback mechanisms. The report concludes by emphasizing the importance of marketing communication in enhancing product delivery and brand performance.

Marketing Communication
Plan

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY .................................................................................................................................3
Setting communication objectives: ............................................................................................3
Task to be fulfilled by marketing communication plan..............................................................4
Core message of Tradere fashion outlet......................................................................................4
Creative strategy of Tradere fashion outlet.................................................................................5
Campaign impact and duration of promoting products of Tradere fashion outlet......................5
Co-ordinated communication strategy: ......................................................................................6
Budget, implementation and control...........................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Tradere fashion outlet is a leading, which is majorly working under providing ethical wearing or
clothing to their customer at an affordable level of pricing. It has perfect or reflective brand
identity which is majorly working towards providing most trusted or reliable products to their
customer's on given price point (Johnson, 2013). Tradere fashion outlet is a leading ethnic
fashion which in reality provides solution to different ethics issues related to CSR or any other
format of operating into a business.
MAIN BODY
Setting communication objectives:
In order to create effective communication objectives, it is very prominent to consider
brand mission, vision, values, ethics and CSR considerations to structure communication
strategies in an optimised manner. As it was previously discuss that brand mission of Tradere
fashion outlet used to make aspirational quality assessable to all and this is truly a major case
with company’s technology. Also, vision is to provide standard by which competitors cannot
provide and company must go for establishing suitable working environment in this leading
fashion store. This fashion store values comprises of fashion which belongs in culture and our
environment. In context with trade fashion outlet it, for their setting of effective communication
objectives, it is prominent to do analysis of the given communication objectives with analysis
and doing brief research over the given communication objectives (Barker, 2012). For this
leading fashion outlet comma given communication objectives are as follows:
Growth in awareness: Increasing of brand awareness is very important for every business
to create it effective position in the marketplace. For this leading fashion store, brand awareness
and customer acquisition will be assist with support of brand vision and values. For this, business
entity e needs to do research about customer base.
Change customer attitude: this is a task with level of critical path and do customer
analysis on a greater way. After doing, brand targeting and positioning, this objective is highly
suitable to be achieved and also for growth of the business which is measurable.

Drive brand switching: This is a major objective about the communication, as brand
switch cost is very high and also it may lead to increase in financial burden for this leading
fashion retail. In response to this, communication strategy will also be undertaken.
Task to be fulfilled by marketing communication plan
At the time of developing a whole new marketing plan it is required for marketing
manager of Tradere fashion outlet to fulfil a range of requirements which could be from financial
to any other resources like HR. in order to build up a whole new marketing plan first it will be
required to focus on the organization’s mission and vision (Chiou and et. al., 2016). Since,
launch of a whole new brand named as Tradere fashion outlet which is also going to launch its
brand new products related to culture which helps in showing the traditional approach of the
country it will be required to select the target market which this organization has already done
where the company will target customers with age in between 18 to 45 specially women.
Choose the best media where they can target a huge amount of public in order to change
them into their own customers. On the other hand, company would also require to set the budget
for every single activity which is going to take place for successfully developing and executing
the marketing communication plan. Away with this, it will also be required for Tradere fashion
outlet to consider range of strategies that are going into the correct related to the marketing of
products. Also, there will be a requirement of focusing on all the strategies which has been
developed by its competitors in order to gain competitive advantages for to fulfill all the
requirements true who gain maximum benefits from the developed marketing plan.
Core message of Tradere fashion outlet
Brand named as Tradere fashion outlet which is going to launch itself as a fashion retailer which
is focusing on the trend considering the traditional approach which is being considered as one of
a crucial and trendy fashion trend liked by many in all over the world (Luxton and et. al., 2015).
Company has already identified the business market where young and Middle aged woman and
their strength is going back to the tradition which they use to follow back in 90s or 80s. Along
with this, core message that this organization is having that is to offer customers with high range
of fashion clothes considering the culture as the main factor in its designs. Basically, company
has targeted women that are having the age approximately from 15 to 45. Along with this if it is

talked about brand Positioning then it can be said that company is basically offering its products
and launched itself considering the strategy as symbolic levels of consumer consciousness. This
will directly provide them benefit because organization has believed in offering customers with
traditional clothes which will directly connect them with the culture that their ancestors have
been following from years are from decades.
Creative strategy of Tradere fashion outlet
Considering the brand positioning and values which has been implemented by Tradere
fashion outlet, organization is going to promote its products based on the creative strategy which
is offering customers with products and services considering a slogan named as old is gold. This
catchy line could be considered as one of the most influential technique which is being used by
any business organizations in order to make their brand much more recognized among targeted
people (Kotler and et. al., 2017). social media is being considered as one of the tool which is
mostly used by people in all over the world and could be considered as a cheap promotional tools
from others like direct marketing and so on. Considering the approach which has been used by
Tradere fashion outlet, Germany business organization which basically use the same approach
and has been successful and in the same way this company has also adopted and focusing on
offering customers with cultural ethnic wear. Sing social media and the traditional approach used
by this company e to build up the knowledge of customers regarding their culture this
combination can easily be set a creative strategy of this company which will help them in
becoming a well-known brand at target market.
Campaign impact and duration of promoting products of Tradere fashion outlet
Basically the campaign's duration will be approximately to 4 months, as company has
decided to choose social media as the broadcasting tool where company will promote its
products and services all over the targeted place and this will help in grabbing a much wider area
(Baker, 2014). Along with this, the campaign will directly help Tradere fashion outlet in both the
manners where they will promote its products and they will also promote the culture which has
been followed by them this, the impact of this campaign will last longer because target customers
which is women with the age in between 15 to 45 considering the demographic segmentation
will help them in connecting people with the culture, which is somehow people are losing.

Co-ordinated communication strategy:
In context of Tradere fashion outlet, it is highly useful to led use of concepts, tools and
media strategy in order to generate effective value for this new product, to lead market at an
optimized stage of time. For Tradere fashion outlet, discussion on content, tools and media
strategy is as follows:
Content of the proposed communication: With help of this communication, appeal to
customer is being to be made for attaining their attention at a greater to generate higher lead of
ethnical or traditional clothing at an optimized period of time. Efforts from this proposed efforts
of communication is to generate suitable or trust of a customer to purchase products with higher
customer experiences (Mihart, 2012). When dealing traditional & ethnical clothing, this will be
prominent to use emotional appeal to attract customer at an optimized level. This type of
communication is looks like way to pin pointing customer and attract their feeling at an
optimized level.
Tools: Tradere Fashion have several choices in context of launching their new brand with
help of communication tools such as real time chat tools, video conferencing tools and support of
social media to directly communicate to the customer. Majorly for this new upcoming brand,
social media such as Facebook, Twitter etc., has been used as major communication tool in order
to make one on one communication in an effective or productive manner. These communication
will also be applicable with help of strategic planning and also usage of an effective tools which
is necessary to make aims out of this launching of new brand in an effective way (McManus,
2015).
In order to integrate this tools, evaluation is highly necessary to led development of this
communication tools in an effective or productive manner.
Media strategy: This has been defined as usage of an appropriate media mix in order to
achieve desired or level of an outcomes from an advertising. In this, mass media strategy will be
highly used in this case, as it involves huge response or bulk of products, for which the mass
media is suitable option to promote. In this, visual and verbal media will be used to translate
product feelings and language to customer in an effective or develop manner at a greater period

of time. Also, a launch events will be undertaken to discuss price and specs along with making
familiar customer about this product.
Budget, implementation and control
For this Tradere fashion outlet, this is highly prominent to prepare budget in that context to
led managing resources in order to do so and arrange cost or profits to continue its operations for
longer period of time. The prepared budget is as follows:
Particular Amount (in pounds)
Initial investment 3400
Retained earnings 5460
Total 8860
Advertising 6700
Promotion 7000
Total 22560
Evaluation, control and feedback: In this communication efforts will be measured on respects of
its functioning and how long this will be continued to generate real product image of the Tradere
fashion outlets. The communication efforts will be monitor on a basis of how market will behave
in context of the given product in a given period of time. Also, how tools & techniques used for
it are highly utilised or demonstrated at an optimised point of time. In addition to this, proposed
objective has been achieved at an optimised stage.

CONCLUSION
From an above report, it is highly concluded that marketing communication plan has
become prominent to enhance delivery and performance of a products or service at a greater and
optimised stage. Role of media and communication is relatively high and also it may lead to
performance of business entity at an optimised period of time. Communication needs to be
formal and also focused on development of the brand image of any new business firm.

REFERENCES
Books & Journals
Killian, G. and McManus, K., 2015. A marketing communications approach for the digital era:
Managerial guidelines for social media integration. Business Horizons. 58(5). pp.539-549.
Mihart, C., 2012. Modelling the influence of integrated marketing communication on consumer
behaviour: an approach based on hierarchy of effects concept. Procedia-Social and Behavioral
Sciences. 62. pp.975-980.
Einwiller, S. A. and Boenigk, M., 2012. Examining the link between integrated communication
management and communication effectiveness in medium-sized enterprises. Journal of
Marketing Communications. 18(5). Pp.335-361.
Baker, M. J., 2014. Marketing strategy and management. Macmillan International Higher
Education.
Kotler, P., and et. al., 2017. Marketing for hospitality and tourism.
Luxton, S., and et. al., 2015. Integrated marketing communication capability and brand
performance. Journal of Advertising. 44(1). Pp.37-46.
Chiou, J. S., and et. al., 2016. Effective marketing communication via social networking site:
The moderating role of the social tie. Journal of Business Research. 69(6), pp.2265-2270.
Barker, R., 2012. Integrated marketing communication. Juta.
Johnson, K., 2013. Facilitating cooperative learning in online and blended courses: An example
from an integrated marketing communications course. American Journal of Business
Education. 6(1). pp.33-40.