360° Marketing and Communication Strategies Proposal
Fearon, Mibsam (2014)
Fearon, Mibsam
Lahden ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014062313189
https://urn.fi/URN:NBN:fi:amk-2014062313189
Tiivistelmä
Economic crisis has affected many countries throughout the world in the past 10 years, most recently Spain has been one the most affected countries in Europe. Spanish company Desigual has been a leading clothes designer and manufacturer
throughout many years but it appears as though their marketing campaigns have not strike completely to their target market.
A survey was carried out in the means to gather information regarding the present positioning of the brand in people’s minds, as well as trying to understand the brand’s awareness in recent years by their own marketing campaigns.
A 360° Marketing and communication strategies proposal was conceived based on the results of the survey. Such strategies or theories will provide a theoretical basis for the proposal and will be further broken down into Social marketing strategies, Internet marketing strategies, among others. The main purpose of this proposal is to present a holistic scenario which pursues a different approach to Desigual’s marketing campaigns in order to achieve a better positioning in the market achieving that potential customers understand not only the campaigns message but also the brands motto.
Furthermore, the finding of the study, conclusions and recommendations will be portrayed providing a general outline to alternative marketing strategies to be used in a company surviving in a country that has been hit by economic crisis.
throughout many years but it appears as though their marketing campaigns have not strike completely to their target market.
A survey was carried out in the means to gather information regarding the present positioning of the brand in people’s minds, as well as trying to understand the brand’s awareness in recent years by their own marketing campaigns.
A 360° Marketing and communication strategies proposal was conceived based on the results of the survey. Such strategies or theories will provide a theoretical basis for the proposal and will be further broken down into Social marketing strategies, Internet marketing strategies, among others. The main purpose of this proposal is to present a holistic scenario which pursues a different approach to Desigual’s marketing campaigns in order to achieve a better positioning in the market achieving that potential customers understand not only the campaigns message but also the brands motto.
Furthermore, the finding of the study, conclusions and recommendations will be portrayed providing a general outline to alternative marketing strategies to be used in a company surviving in a country that has been hit by economic crisis.