Integrated Marketing Communication Plan For Prada

Integrated Marketing Communication Plan For Prada Essay example
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Integrated Marketing Communication Plan for Prada Name: Course: College: Tutor: Date: Company Overview Prada started in 1913 when the founder Mario Prada began designing handbags, trunks, shoes and suitcases for sale. At the start, Prada had only two boutiques.


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 Helmut 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. ...
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