But Gap Inc. had to start somewhere and by identifying the steps of an integrated marketing communications campaign we will begin to see some similarities.
Developing a model for a consumer IMC campaign involves a number of steps. These include identifying target audiences, analysing the situation, setting marketing communications objectives, developing strategies and tactics, setting a budget and evaluating the effectiveness of the campaign. For this assignment, we will look these steps in relation to a mock product and a mock IMC model, and compare them with the successful Gap Inc. clothing brand.
Our mock product, to help us make the developed IMC model clear is titled "non-uniforms". It is clothing for schoolchildren in western European countries whose schools do not expect students to wear uniforms. If marketed properly, the clothing for schoolchildren will be bought and worn for the same reasons uniforms are worn in schools in the United Kingdom. Only it will not be compulsory and the stock will not be identical. It will be sturdy, basic and strong, cheap, readily available from school and, ideally, promoted by schools. The product is likely to succeed because it is recreating, rebranding and redefining something that is successful in other like countries. According to Articlebase (Sep 2005) school uniforms reduce distraction, promote discipline, reduce fighting and violence, are cheaper and highlight that individuality is not determined by designer clothing. However, the cons are that uniforms stifle self-expression and can be uncomfortable, (Pros and Cons of School Uniforms 2009).
The target group for our non-uniforms is male primary school students, aged six to 10.
Analysing the Situation
By analysing the situation, we find that male primary school students, aged six to 10 do not purchase or choose their own clothing. Therefore, the target group is the parent or carer who chooses and purchases the clothing.
Marketing Communications Objective
Our marketing communications objective is to identify or create a buyer's problem and solve it. One of the target group's problems is "time": you don't have enough to choose your son's clothing every morning before school. Another is "money": you don't have enough money to keep up with the latest trends. All problems should be identified through market research and the best problem will become the focus of the campaign. Once this problem has been identified, non-uniform will be marketed as the solution. According to Kulik (2009), providing solutions is the bottom line of any business and what every corporation and small business strives for daily.
Strategies and Tactics
The main strategy and tactic of the campaign will be obtaining a
great number of schools to support the product. If schools back the project it will be easier to sell the product. School cooperation will be essential if onsite marketing campaigns are part of the IMC.
Budgeting the campaign is something that will be directly involved with the market response. According to McGraw-Hill/Irwin (2004), the basic principles of marginal analysis are to "increase spending if the increased costs are less that the incremental (marginal) return; decrease spending if the increased cost is more than the incremental (marginal) return; and hold spending if the increased cost is equal to the incremental (marginal) return".
Effectiveness of the Campaign
The effectiveness of