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Advertising campaign of an existing product/service on your choice - Essay Example

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Advertising campaign of an existing product/service on your choice

The brand itself is worth approximately ?75 million and has grown enormously over the past decade. With its unique designs and a diverse product range, Cath Kidston became successful and grew to its present state through internal and organic growth (Kidston, 1999). 2. Hong Kong Hong Kong, being the 9th largest economy in the world, offers a great opportunity for business (Hong Kong Trade Development Council, 2011). By far, it can be termed as the most laissez faire economy in the world where the government does not restrict foreign property ownership. There are no restrictions on capital movement, resource mobility and it is also free from any sort of intervention from the Central government. Besides that, Hong Kong itself attracts businesses by giving them tax incentives, freedom of trade currency and most importantly, freedom to invest in any venture which the business decides. This leaves a good opportunity for Cath Kidston to enter the market and operate smoothly. Most businesses face barriers of entry in foreign markets in the form of quotas, embargoes, regulations etc. Hong Kong on the other hand, is very welcoming for businesses. It is just the matter of investment and market potential which will be a major concern for the business. As far as the demographics are concerned, Hong Kong has a population of about 7 million out of which, approximately 75% of the population belongs to the age group 15 – 65 years. ...
For the brand, Hong Kong’s demographics present a tricky scenario for Cath Kidston. This will be explained further in the paper as the proposed advertising strategies which the brand can adopt from, will be discussed. The fashion industry of Hong Kong is thriving with young designers who account for a major export of Hong Kong products to the markets of Europe. The market of Hong Kong also has a growing buying power as the trend shows that the Purchasing Power Parity of Hong Kong has risen to approximately $340 billion from about $180 billion from the year 2000. The inflation rate stands at approximately 5% (Hong Kong Trade Development Council, 2008). 3. Brand Positioning Strategy: In order to mark its presence in the market, Cath Kidston must stand out amongst the clutter with a unique Brand Positioning Statement. Cath Kidston is positioned as a household fashion which mainly targets women who belong to the age-group 25 to 55 years (Kidston, 1999). These women are educated, married and most likely to be working women. Currently, the brand does not sport any tagline. However, it carries a wide product range which caters to almost all the needs of a woman. From fashion wear, accessories like key rings, notebooks, diaries to fabric and kitchen utensils, and from bathroom to bedding, Cath Kidston offers almost everything which would be used at home. The brand is moderately but fairly higher priced which positions it in the up market of UK. As mentioned above, Cath Kidston’s consumers in the UK are educated housewives who belong to the upper middle and upper class however to enter the market of Hong Kong, it will have to position itself in accordance with the market (Kidston, 1999). Cath Kidston, in order to enter Hong Kong’s up-beat ...Show more

Summary

Cath Kidston is a UK based fashion brand which caters to the niche female market.The brand carries fashion accessories,bags,home improvement and fabric.The brand is known for distinctive floral designs which give out a fresh image of the brand…
Author : ymueller
Advertising campaign of an existing product/service on your choice essay example
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