Gloverall - Integrated Marketing Explored

INTEGRATED MARKETING EXPLORED

INTEGRATED MARKETING EXPLORED

INTEGRATED MARKETING EXPLORED Gloverall: Brand Perspectives in a Global and Digital World Looking beyond authenticity to deliver a successful integrated marketing approach in an age of omni-media and digital?

ASSIGNMENT: INTEGRATED MARKETING EXPLORED STUDENT NAME: KAREN RYAN STUDENT NUMBER: S4679591 WORD COUNT: MA REFLECTIVE BLOG: http://hellomastudy.tumblr.com/ MA PINTEREST: https://www.pinterest.co.uk/thegirlguide/aub-ma/

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INTEGRATED MARKETING EXPLORED ASSIGNMENT CONTENTS:

PART ONE 1.1 Introduction 1.2 Situation Analysis

PART TWO 2.1 Identify the strategic challenge - analysis and objectives

PART THREE 3.1 Formulate and analyse strategic alternatives

PART FOUR 4.1 Implementation - tactics, actions and control 4.2 Conclusion

PART FIVE 5.1 Appendices 5.2 Glossary 5.3 Reference List

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INTEGRATED MARKETING EXPLORED

Gloverall: Brand Perspectives in a Global and Digital World Looking beyond authenticity to deliver a successful integrated marketing approach in an age of omni-media and digital?

PART ONE - You will need to provide background information about the brand/organisation, together with an overview of its current situation within the competitive environment. Highlight the particular challenges facing it, with thought also given to the wider external dynamic.

(750 words).

1.1 Introduction 1.2 Situation Analysis – Evaluate and understand the current situation [Micro + Macro] Customers – e-business, male focussed, develop female and kidswear and brand proliferation Market – mid to luxury, Brand Pyramid Model [Posner, H.2012] Competitors – Barbour, Belstaff, Driza-bone, Original Montgomery [Hoovers financials] Intermediaries, influencers and potential partners, sponsorship – sporting events Wider macro environment Key issues requiring action - Customizing the online experience, website and e-store design, widen gender appeal advertising [male dominated], product diversification, expand integrated marketing media options, licensing, sponsorship, exhibitions/fairs.

SWOT Summary PART TWO - Critically evaluate the concepts/frameworks/models/scholarship informing your analysis, in order to provide a theoretical context for your analysis and strategic options.

(1,500 words).

2.1 Identify the strategic challenge - analysis and objectives The changing IMC landscape and the implications for communications with customers and channels in the digital age KPI’s SMARRTT objectives the 8 p’s including PR Smith’s 8th P for digital ‘partnering’, IMC process model RACE framework [Chaffey 2011] IMC Rabostic model SOSTAC [Smith PR 2011] The luxury fashion business strategy model[Okonkwo2007] 4

INTEGRATED MARKETING EXPLORED PART THREE - Assess the relevance of your academic reading to the issues facing your brand/organisation and indicate any knowledge gaps you have identified, together with any particular consumer insights that are needed to better understand customer/organisational attitudes and behaviours. This must include a justified methodological approach that you would utilise. You may undertake actual baseline research in order to ‘scope’ the range of areas for which more in-depth research could occur at a later date.

(1,500 words) 3.1 Formulate and analyse strategic alternatives – digital marketing strategy Segmentation, targeting and positioning Brand development and customer engagement Customer acquisition – Reinartz & Kumar’s matrix CRM - Customer loyalty, retention and growth –relationship marketing CSR PART FOUR - The final part of this assignment requires you to outline your chosen strategic approach and action plan to deliver an appropriate solution for the improvement objectives outlined earlier.

Detailed budgeting is not required, although an indication of the return on investment criteria should be provided, together with an indicative timeplan.

(1,250 words) 4.1 Implementation - Tactics, Actions and Control Investment and budget - affordability method 7S framework Resourcing Timescales Success factors for managing change Measurement and testing – DAGMAR, RFM Model, 5 levels for effectively measuring online advertising 4.2 Conclusion

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INTEGRATED MARKETING EXPLORED 5.1 GLOSSARY Term

Definition

AMA

American Marketing Association

B2B

Business to business

B2C

Business to consumer

CRM

Customer relationship management

DAGMAR

Defining advertising goals for measured advertising results

ISC

Warner’s index of status characteristics

IMC

Integrated marketing communications

ONS

UK office for national statistics

PR

Public relations

RACE

Reach, act, convert, engage. A planning framework to apply digital marketing practice

RFM

Recency, frequency, monetary value. A response scoring model

ROMI

Return on marketing investment

SEO

Search engine optimisation

SME

Small to medium size enterprise

SOM

Share of the market

SOV

Share of voice

SOSTAC

Situation, objectives, strategy, tactics, action and control Planning model developed in the 1990’s by PR Smith

SRC

Self-reference criterion [the unconscious tendency to refer everything to our own cultural values]

STP

Segmentation, market targeting, differentiation, and positioning

TGI

Target group index [marketing and media survey est. 1969

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INTEGRATED MARKETING EXPLORED 5.3 REFERENCE LIST Bournemouth University, 2016. BU Guide to citation and referencing in the Harvard style.

Poole:

Bournemouth

University.

Available

from:

http://libguides.bournemouth.ac.uk/bu-referencing-harvard-style/pdf-guide [Accessed 3rd August 2017].

Bruce, M. and Kratz, C., 2007. Competitive marketing strategies of luxury fashion companies. Fashion marketing: Contemporary issues, pp.130-50.

Chaffey, D., 2006. Internet Marketing. [Electronic Resource]: Strategy, Implementation and Practice, n.p.: Harlow: Financial Times Prentice Hall, 2006., Bournemouth University Library Catalogue, EBSCOhost, viewed 21 July 2017.

Chaffey, D., 2011. E-business & e-commerce management: strategy, implementation and practice. 5th edn. Harlow: Financial Times Prentice Hall.

Chaffey, D, & Smith, P., 2013. E-marketing Excellence. [Electronic Resource]: Planning and Optimizing Your Digital Marketing, n.p: London; New York: Routledge, c2013., Bournemouth University Library Catalogue, EBSCOhost, viewed 21 July 2017.

Ostillio, Maria Carmela, et al.: 2017. Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization. In: Cedrola, E. & Jin, B. Fashion Branding and Communication: Core strategies of European luxury brands, Palgrave Macmillan, Basingstoke, pp.73-99.

Ostillio, Maria Carmela, et al.: 2017. Tod’s: A Global Multi-Brand Company with a Taste of Tradition. In: Cedrola, E. & Jin, B. Fashion Branding and Communication: Core strategies of European luxury brands, Palgrave Macmillan, Basingstoke, pp.101-123.

Chaffey, D 2011, E-Business & E-Commerce Management: Strategy, Implementation and Practice, n.p.: Harlow: Financial Times Prentice Hall,

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INTEGRATED MARKETING EXPLORED Cox, C., 2013. Luxury fashion: a global history of heritage brands. London: Bloomsbury Academic.

Crutcher, E., 2014. Quintessentially British – Gloverall x V&A Duffle Coat. Victoria and Albert Museum [online], 23rd Oct. 2014. Available from: http://www.vam.ac.uk/blog/va-shop/quintessentially-british-gloverall-x-va-duffle-coat.

[Accessed on 26th July 2017].

D’Arienzo, W., 2016. Brand Management Strategies, Luxury and Mass Markets.

Chapter 12 pp. 260-265. London: Fairchild Books.

Egelnick + Webb., 2017. A British Icon Made Modern. Egelnick + Webb [online].

Available from: http://egelnickandwebb.com/case-studies/gloverall/. [Accessed 26 July 2017].

Godin, S., 2012. All marketers are liars: the underground classic that explains how marketing really works--and why authenticity is the best marketing of all. New York: Portfolio/Penguin.

Governance., 2017. Available from: https://www.itgovernance.co.uk/data-protectiondpa-and-eu-data-protection-regulation. [Accessed 22nd March 2017].

Fill, C., 2013. Marketing Communications: Brands, Experiences and Participation, n.p.:

Harlow:

Pearson,

2013.,

Bournemouth

University

Library

Catalogue,

EBSCOhost, viewed 21 July 2017.

Hoovers., 2017. Gloverall PLC Company Overview [online]. London: Dun and Bradstreet

UK.

Available

from:

http://subscriber.hoovers.com.libezproxy.bournemouth.ac.uk/H/company360/overvie w.html?companyId=210120325 [Accessed 2nd August 2017].

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INTEGRATED MARKETING EXPLORED Paul, JS., 2000. Marketing Authenticity: Patagonia, Identity and Postmodern Consumption / A Thesis Presented by Jonathan S. Paul, n.p.: 2000., Harvard Library Bibliographic Dataset, EBSCOhost, viewed 21 July 2017.

Pelsmacker, P et al.: 2013, Marketing Communications. A European Perspective, n.p.: Harlow, England: Pearson.

Pickton D. & Broderick., 2011. Integrated Marketing Communications. Prentice Hall Rowan W. (2007) Digital Marketing: Using New Technologies to Get Closer to Your Customers. Kogan Page Posner, Harriet., 2011. Marketing Fashion: Strategy, Branding And Promotion.

London: Laurence King Publishing Schroeder, J, et al.: 2006. Brand Culture. [Electronic Resource], n.p.: London; New York: Routledge, 2006., Bournemouth University Library Catalogue, EBSCOhost, viewed 21 July 2017.

Shimp, T, & Andrews, J., 2013. Advertising, Promotion, And Other Aspects Of Integrated Marketing Communications, n.p: Australia : South-Western.

Smith, P.R. and Zook, Z., 2011. Marketing Communications: integrating offline and online with social media. 5th ed. Philadelphia, PA: Kogan Page.

Theaker, A.., 2004. The public relations handbook. 2nd edn. London: Routledge.

Thomas B & Housden M., 2017. Direct & Digital Marketing in Practice. Bloomsbury Van Belleghem. S., 2015. When Digital Becomes Human: the transformation of customer relationships, 2nd Ed. London: Kogan Page. Available from [Accessed 21 July 2017].

World

Federation

of

Advertisers.,

2017.

Available

from:

https://www.wfanet.org/tools/global-knowledge-base/. [Accessed 27th July 2017].

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INTEGRATED MARKETING EXPLORED Wightman-Stone, D., 2015. Gloverall Appoints Chief Executive. Fashion United, Part of

the

Fashion

United

Group

[online],

10th

April

2015.

Available

from:

https://fashionunited.uk/news/people/gloverall-appoints-chiefexecutive/2015041016093. [Accessed 26 July 2017].

You Tube., 2017. Gloverall: Iconic British Design. You Tube [online] 9th Nov. 2015.

Available from: https://youtu.be/0CW0ZaEy8TQ. [Accessed 26th July 2017].

Campaign Marketing Week PR Week Journal of Database Marketing & Customer Strategy management Journal of Direct, Data & Digital Marketing Practice Journal of Marketing Communications Journal of Marketing Management Journal of Marketing Analytics

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