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An Evaluation of Nine West’s Integrated Marketing Communication, Assessment Example

Pages: 4

Words: 1228

Assessment

Integrated Marketing Communications(IMC) is a brand promotional concept that has successfully been employed by a number of corporate institutions (Ogden, 1998). The concept refers to a procedural process that seeks to attain the goals of marketing promotion, using properly managed tools. The concept has been proven to be of utmost marketing value for corporate institutions on a broad range of framework. Nine West is one of the companies thathas used the IMC concept to ensure that it doubles brand level promotion (Waller, 2012). This research study will seek to evaluate the modalities with which Nine West has incorporated and applied the IMC concept in achieving its promotional goals.

Target Market

Australia’s economy is considered developed. The country’s size is close to the size of the US. While the country is regarded as one, it is composed of two land masses. The country’s western and eastern coasts are bordered bounded by Indian and Pacific oceans respectively. The country’s close neighbor is Papua Guinea with which it trades (McDonald & Khoo, 2003). Compared to most western countries, the country experiences dry weather conditions though the conditions varywith seasons and regions. The majority of the country’s population lives in areas that are urbanized.

With a population approximated at 23 million, the country provides a strong market potential. Birth and immigration has contributed to the population size though growth in the recent years has been negated. South Wales’ population makes a third of the country’s population size. Victoria’s population makes a quarter of the country’s population size. The country consists of different regions that contribute to the overall country’s population. The country’s one of the nations that records a high number of aging population. This is attributed to the doubling level of life expectancy. The country has an excess of 94,000 female populations compared to the males (Banks, 1999). The country’s indigenous people make 2.6% of the overall population. The country’s economy is industrialized and has a minimum wage limit of 7US dollars.

The country’s urban areas have a high number of individuals compared to the countryside. The country’s population is friendly and has values that are reflectedin every aspect of the Australian’s lives. The community is more informed on market characteristics and is ever ready to try new things with new tastes. Individuals with an age range of between 15 and 40 years provide apotential market for Nine West products.

Target Market

Nine West’s target market is made of individuals of both genders that lie within the age range 16 to 45. The individuals have a bold taste for fashion and have a high capability of making purchases of Nine West products improve the way they appear (Blakeman, 2014).

Competitors

Nine West, while majorly a shoe brand,additionally deals with selling other product brands. Hence, Nine West’s products competes against other products. Nine West’s first market rival is Steve Madden. The company is involved in designing shoes with thefashionable label. It is a brand that individuals with fashionable tastes relate to. Among the brands that are offered by the designer label are shoes and other products that are used by individuals across all ages and sexes.

Nine West’s second competitor is Charles and Keith. It is a brand whose designation is done in Singapore, and it is suited specifically for trendy purchasers. The brand design is tailored towards offering individual consumers with new tastes of differentiated brands (Shin, 2013). They are meant for improving consumer confidence. They operate along the same line of brand design just like Steve and Madden.

Pedro’s rivalry has stiffened the competitive nature of the shoe and fashion market. The brand offers new luxury products that are classy. The brand label puts much emphasis on the brand style value. The brand is an affiliate of Charles and Keith hence the two labels share marketing, models. It provides brands that have a blend of features that are elegant.

To maintain competitive advantage, Nine West has adopted differentiation product design models. For instance, the brand label develops fashionable products at a price that is lower. The firm had additionally developed afocus on creating shoes and hence increasing its level of market specialization. When evaluated within the framework of the porter’s forces, it becomes apparent that the supply power and threat of substitute are minimal in the market (Blakeman, 2009). The supply minimal power may be attributed to easiness with which the raw shoe products may be acquired. The company has therefore enjoyed a competitive advantage over rivals.

The Message Review

The evaluation of the current message approach that has been employed by Nine West shows that the firm has adopted the use of a message strategy that promotes enhanced achievement of promotional objectives. The company has employed the use of push-pull strategies forcommunicating messages of viable value (Blythe, 2014). As a strategy to increase customer reach, the firm negotiates with businesses that retail and stock its brands. Nine West has additionally resorted to developing branded package design with the sole aim of encouraging purchases.Within some of its outlets, the firm has resorted to establishing apoint of sale display systems to aid in reaching clients on a broad scale. Still, Nine West has adopted strategic models to assist in client attraction. Conducting advertising processes over different media channels has been a matter of significant value for the label (Belch & Belch, 2012). This proportional technique has been used since the shoe label was founded. Client relations control is a technique that the firm has additionally used to communicate to consumers.

It is worth noting that the current approach has been of viable significance in causing some of the changes that the organization intended to achieve. The firm has received apositive market response since it initiated some of the communicational approaches. While the firm’s messaging system has been effective in reaching clients, efforts need to be made to improve the value of the message outcome. For instance, the company should consider engaging in trade show, promotional processes. This willincrease the firm’s market segment (Belch & Belch, 2012). Nine West may consider improving access to its brands through stocking supermarkets and stores with its products.

Channel Review

IMC Tool Rating Detail
Advertisement (A1) High It aids in building the different Nine West brands.
Direct Marketing(A2) High Yields enhanced branding while encouraging awareness.
Interactive and Digital Marketing(A3) Mid Strengthens the firm’s relationship with clients.
Sales promotion (A4) High Promotes immediate decision making.
Social Media(A5) High Increases brand awareness.
Event marketing (A6) NA NA
Personal selling(A7) NA NA
Sponsorship(A8) NA NA
Public Relations(A9) Mid Strengthens client-business tie.

References

Banks, T. L. (1999). Distribution Law: Antitrust principles and practice. Gaithersburg [Md.: Aspen Law & Business.

Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: An integrated marketing communications perspective. New York: McGraw-Hill/Irwin.

Blakeman, R. (2009). The bare bones introduction to integrated marketing communication. (Ebook Library.) Lanham: Rowman & Littlefield Publishers.

Blakeman, R. (2014). Integrated marketing communication: Creative strategy from idea to implementation.

Blythe, J. (2011). An idea a day– 365 great business ideas for each day of the year. Singapore: Marshall Cavendish Business.

Blythe, J. (2014). Principles & practice of marketing. Berlin: Springer.

McDonald, P. F., & Khoo, S.-E. (2003). The transformation of Australia’s population: 1970-2030. Sydney: UNSW Press.

Ogden, J. R. (1998). Developing a creative and innovative integrated marketing communications plan: A working model. Upper Saddle River, N.J: Prentice Hall.

Shin, K.-Y. (2013). The executor of integrated marketing communications strategy: Marcom manager’s working model. Berlin: Springer.

Waller, D. (2012). Developing your integrated marketing communication plan. North Ryde, N.S.W: McGraw-Hill.

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