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BHO2265 Integrated marketing Communications

Question

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Unique issue 1-Situation Analysis of the organisation: This section describes the current position of H&M, with specific focus on the capabilities (strengths, assets) of the organisation to serve and communicate to the selected target audience Ch15 pg500 of your textbook). Therefore, at the end of this section you become H&M.

To address the above you must include the following:

Review how and when H&M was created

Who is H&M and describe its main industry focus and background (very general description of the products)

Provide information about the industry size and sales volumes.

Find out H&M target market (s) and its positioning for the product you have mentioned above and

Describe how H&M survives in a very competitive industry, especially in Australia/Malaysia (depending of your location as student). In here you must mention the capabilities (strengths, assets) H&M has to survive and others don’t have and mention its weaknesses.

Review how H&M and others(competitors) have introduced a new clothing line. Investigate if H&M develops its own campaigns or utilises advertising agencies.

The information so far will help you to re-state the problem H&M has hired you to fix in terms of a communication objective. This has been given in the description of your assessment brief, but you need to organise it according to your own words and thoughts.

This section should be as brief as 200-400 words and good examples can be found in Ch14.

 

 

The following items 2-3 & 4 belong to your new clothing line

Unique issue 2 Product, target market, positioning and communication process:  

 

Review the definition of a product/service and define (core-basic-augmented) or ‘new product’ and describe your product/service. This information can be found in your Introduction to marketing textbook you bought for the unit BHO1171 of the same name.

Does the product solve a problem for a segment, then state what problem? What are the attributes that make the product distinctive (points of parity)? This section is important as relates to IMC and Brand equity (Ch14 pp.503)

Do those attributes add value to the product? What does the product say about itself? Can the consumer find the solution in the product? Perhaps in here you might like to add some statistics about the size of the segment and how much value in $ can bring to H&M to justify the release of the clothing line.

The product needs to be distributed and it is your choice where and how you will release the collection: No more than 3 sentences as the focal point is communications.

The product must have a price strategy that matches the product-promotion-place. You can fulfil this task with only 1 or 2 sentences like in the example in pp. 502 of Ch14.  

 

Describe at least 2 potential segments for your clothing line (must utilise Chapter 4) and they should be disclosed in a table. Ask yourself who most likely would purchase this clothing line. Use the segmentation bases (ie., psychographics) to create a profile for your segments and consider using the segments previously developed by Roy Morgan (ch4 pg 127-129) if they are appropriate.

Choose what segment (only one) is feasible to attract with your IMC plan and provide valid reasons for choosing it. 

BHO2265 Integrated marketing Communications

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