Integrated Marketing Communication Plan For Prada Essay

Integrated Marketing Communication Plan For Prada - Essay Example Prada’s daughter took over the leadership of the company in 1978 and with the help of Patrizio Bertelli, they transformed the image of Prada. Prada began to design classic handbags and by the 1980’s, the Prada’s designed outstanding fabrics that revolutionised the runway. This enhanced the company’s image in the market and in the 1990s, Prada became a force in the fashion industry (Prada Group, 2012). Prada invested in innovations for her designs throughout the 1990s and experimented with different fabrics to reach more customers. Prada has been expanding the range of products and expanding to different countries across world. Prada runs many boutiques across the globe and has expanded its products to include perfumes and the LG Prada mobile phone. Prada’s shoes and handbags have gained much popularity across the globe. Prada holds regular runway shows as well. One of Prada’s expansion strategies has been taking over other companies such as H elmut Lang, Fendi, Church Shoes and Jil Sander (Prada Group, 2012). Target market An organisation’s target market determines the most appropriates medium of communicating its marketing messages. Segmenting this target market enables an organisation to identify the most profitable category of potential and existing consumers (Smith & Taylor, 2004, p. 37). Each segment of the target market has its own unique consumption patterns and needs. An effective marketing plan integrates these needs and consumptions. Segmenting the target market helps an organisation to allocate its resources efficiently and derive maximum benefits from each segment (Smith & Zook, 2011, p. 229). Prada designs high fashion clothes, handbags and accessories. The company’s designs are displayed in major fashion shows and runways across the globe. Thus, the target market for Prada’s designs includes professionals, business men and women, and celebrities. This target market can afford to buy Pra da’s products. Demographic segmentation Demographic segmentation involves categorising the target market based on the demographic characteristics of consumers such as their social status, age, family size, occupation, level of income, education, nationality, religion and gender among others (Botha, Strydom, & Brink, 2005, p.66). Prada can segment its target market on gender and develop different marketing messages for men and women. Most of its designs are for women and thus, most of Prada’s marketing resources should be geared towards women. Prada’s customers can also be categorised based on their social status. Marketing messages should target individuals with high social status because they can afford Prada’s fashion designs. The company’s marketing communication plan targets customers from all nationalities. This is because the company has stores in different cities and countries and part of the communication will be online. Prada will target i ndividuals between 20-50 years. Psychographic segmentation Psychographic segmentation involves dividing customers based on the lifestyles habits, interests, activities, opinions towards an organisation and its products and daily activities among others (Lamb, Hair, McDaniel, 2008, p. 242). Prada will focus its marketing messages to impulse buyers, celebrities, and successful individuals. These categories of consumers are likely to purchase Prada’s designs for their elegance and social status associated with the designs. Behavioural Segmentation Behavioural segmentation invo

WRITE A 2500W0RDS ESSAY DICUSSING CRITICALLY HOW SEA MIGHT ACT AS A

WRITE A 2500W0RDS DICUSSING CRITICALLY HOW SEA MIGHT ACT AS A CATALAYST FOR INNOVATION WITHIN A SECTOR OF YOUR CHOICE.ILLUSTRATE YOUR ANSWER WITH REAL EXAMPLES - Essay Example roach towards the assessment of environment which has became a debatable topic globally since it provides a strategic approach to resolve environmental issues and challenges. The work represents the innovative role of SEA in improving the Nigerian Transportation issues and challenges. Strategic Environmental Assessment (SEA) is a collection of strategic approaches with an aim of integrating the various environmental considerations to support the sustainable development of the environment. SEA is an effort to have a strategic approach towards the various environmental issues which requires critical analysis and participatory approaches for integrating all of the environmental issues and present them in format of policies, plans, and programmes. The other aspect of SEA is to synchronize those policies and plans with the available social and economic considerations to have a holistic assessment of sustainable development (DAC, 2006). The process of SEA helps in ensuring the developmental activities towards the environment which are taking place according to the policies, plans, and programmes developed through the process. The tool of SEA has proved to be an effective measure in achieving the sustainable development in context of public planning and policy developme nt (SEA-info, 2008). The SEA is performed prior to the introduction of environmental impact assessment (EIA) which serve as a decision making process concerned to the environmental issues and considerations. Due to the early requirement of SEA it is also considered as the key approach towards the achievement of sustainable development (UNECE, 2003). The SEA can be described as a method of identifying the way which supports the application of relevant procedural criteria into the decision making process. The underlying concept of SEA is based on criteria such as the functional description of the process of decision making, decision windows, various implications of decision windows onto the environmental