Brand analysis

Phase 03: Analysing the brand

The following stage of the project consisted of carrying out an in-depth marketing analysis of ‘Inform’. This included SWOT analysis, PESTLE analysis and the marketing mix. By doing this, I was able to gain a clear understanding of the new platform and begin to develop and refine an appropriate marketing strategy, based upon my findings.

SWOT analysis

• • Innovative idea new to the market

Strong brand image • • • • Know the audience Topical area with a lot of interest Solving a gap in the market Implements positive social change • Fashion industry presents high competition due to large number of existing platforms • • • Existing platforms already have large following Resources will be limited in the beginning stages due to budgets Current tensions in politics may push people away from learning • • Competitors aren’t yet covering this unique opportunity Collaborate with existing brands • • • to raise awareness Receive funding to take the project further and to a higher standard Gain social coverage Emerging topic of interest, becoming more popular

Competitors likely to tap into this market Users may feel over-loaded with content from digital platforms within fashion Current polarised society and tense political climate may be a distraction for users Covid-19 outbreak may limit resources of business growth 25

PESTLE analysis Political

• • • Limited risk politically Political events will have an impact upon the content of the platform Global influences could have an impact upon users’ desire to engage

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Technological

• Utilises many forms of tech, including a smartphone App, social • media and website Must adapt quickly to new technology and updates

Economic

• • • Easily accessible to users Covid-19 could potentially impact how stable the economy will be in upcoming months, could see a recession which would likely have an impact upon sales Demographic of students may be on small budget

Legal

• Must be aware of new legal requirements in regards to advertising on social • channels Independent company, must work towards legal requirements of new business

Social

• • • • Creating a positive social change Complies with target users’ desire to engage with platforms online and on social channels Consumer trend in young people being pro-active Low political involvement amongst young people

Environmental

• Climate change will have an impact upon content of the platfrom as key political • • factor Must be conscious of sustainability and keep waste to a minimum Could have an impact on printed assets

Seven Ps

Product Offering users content digitally via website and social channels. This content can be accessed free of charge. Users can also pay for digital and print subscriptions which allow users exclusive and in-depth content through interactive touch-points.

Promotion Marketing carried out across social channels (Instagram, Facebook) as well as through direct-to-consumer newsletters, brand collaborations, launch events and promotional packs including press release and information packs targeted at industry.

Place Based in Edinburgh UK, and aimed to serve the UK market. Online content is accessible worldwide. Events will be hosted in Edinburgh. Delivery services for printed assets will be offered to users across the UK.

Price Price-points reflect the independent and high quality ethos of the brand, but also aimed to be fairly affordable so it is inclusive to the market. Cost of business overheads will be low in the beginning of business launch.

People Aims to build up an online community of engaging users through social media channels. Initially the company will be run by a very small team of two individuals until the business grows and there is a demand for more employees.

Process Web design and social media strategy is a key part of the process of the platform. Aims to have a high turnaround of new content in the form of web and social media, offering the audience with constantly updating content.

Physical Evidence Poster advertising will be utilised to raise brand awareness. A press pack will be sent out to relevant industry contacts. Users will be able to access content via mobile, desktop or tablet.

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