Topic Thomas Pink’s Communications Strategy Targeted at the UK market Thomas Pink was established in 1984 by the Mullen brothers, based upon their being inspired by an 18th century London tailor, and the idea behind the brand was to reinvent the Jermyn shirt and take it to a wider more sophisticated audience…
Pink is now part of a French luxury brands group called LVMH which has helped them to expand more, they now cater to their customers with a treasure trove of silk ties, leather goods and other accessories. Thomas Pink, also operates a state of the art website, through which customers can purchase its luxury products at any hour of any day at any place in the world. (LinkedIn). To a novice, Thomas Pink’s success story may seem like a fairytale that has been riding a continuous success wave held up by sheer dumb luck. However, this is not how Thomas Pink has been able to climb up the rungs of the ladder of corporate success. They have, over the course of time implemented various policies and techniques that have given the brand an edge over its competitors and helped propel it from just another shirt manufacturer to one of the leading names of luxury brands in the UK. One of the things most important for a brand’s rapid success in the marketing sphere is its communication strategy. As effective as a good communication strategy can be, it can sometimes also be very difficult to develop, fashioned to best suit the companies needs. Thus, many companies suffer from either the lack of a communications strategy or the ineffectiveness of one. A successful communications strategy explains and promotes the company’s goals and what it hopes to achieve. It creates the “voice” of the company used to reach its customer base and it is upon this communications strategy that the company can base subsequent tactics. First and foremost, the company needs to get some things in order. The management needs to decide on five management decisions which are further explained below. First, the company needs to ascertain what its audience is. Who are the people it wants to reach and communicate its goals to? Second, the company needs to figure out what it needs to change about its behavior. Things it needs to do differently, new actions that it will have to take to reach its newly defined audience and communication routes it will have to redirect and realign. Third, the management needs to decide which messages will be suitable for the defined audience. Do they have to restructure the messages? Or will they have to be changed completely? Once the messages to be conveyed to the audience are decided, the management can now work on what channels will be required to convey the message. These will also be in accordance with the defined audience to be targeted. The last job of the management concerning the implementation of a communications strategy is that of evaluation. How will the success of implementation of such a strategy be measured? Should the management set some goals or aims to be achieved? And how will they be able to quantify results? Thomas Pink’s communications strategy changed greatly with time as it expanded and its audience changed. Initially, it was just producing luxury men’s shirts for an audience that was prepared to pay a premium price for premium quality. This required Thomas Pink to target a particular segment of the rich and image conscious male market that would purchase the brand’s products with a loyalty only associated with people with money who stick with brands because those brands offer a small part to the completion of their personalities. When Thomas Pink joined LVMH, it expanded into different markets like a firework. It ...
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