18 month Integrated Marketing Campaign for Swarovski

BY 0631219,0605917,1145054 & 12/8/2011

Table of content. 1.0 Executive Summary 1.1 2.0 Promotion Opportunity Analysis 2.1 Communications Market analyses 2.1.1 Competitive analysis 2.1.2 Opportunity analysis 2.1.3 Target Market Analysis 2.1.4 Customer Analysis 3.0 Market segmentation Strategy 3.1 Corporate image strategy 3.2 Brand Development strategy 3.3 Brand Positioning Strategy 3.4 Distribution Strategy 3.5 Business-to-Business 3.6 Public Relations strategy 3.7 Evaluation. 4.0 IMC management 4.1 IMC OBJECTIVES 4.2 IMC Budgeting 4.3 AGENCY SELECTION 5.0 IMC Objective Consumer and B2B. 5.1 Budget 5.2 IMC Methodologies 5.2.1 Advertising 5.2.2 Advertising 5.2.3Creative Brief 5.2.4 Advertising design

5.2.2 Consumer Promotions 5.2.2.1 Budget allocation 5.2.2.2 Consumer promotions 5.2.2.3 Sample consumer promotions 5.2.3 Personal selling 5.2.4 Sponsorship programs 5.3 Media Plan 5.4 Evaluation

1.0 PROMOTION OPPORTUNITY ANALYSIS. Swarovski is a globally recognised brand of cut crystal glass, famed for its use in luxury products and fashion items (Swarovski, 2011). Based in the town of Wattens, Austria, the firm is still family owned and managed by fifth-generation family members. Formed in 1895, the Swarovski Group has become an organisation with over 28,000 employees and production sites in 18 countries worldwide. In 2010 turnover was returned at 2.66 billion, highlighting the success of the brand (Swarovski, 2011). The business operates in a number of markets ranging from high fashion, jewellery and ornaments such as chandeliers, through to road safety equipment and optical. Despite the divergence in these markets Swarovski is recognised for core attributes such as dedication to quality and innovation. According to Koll (nd:2), it is this perpetual innovation and research and development which has supported Swarovskis market-leading position. Swarovski remains in close contact with its customers through a number of touch points including over 2000 licensed franchise boutiques, customer loyalty schemes and a tourist attraction Crystal Worlds a multi-sensory design museum which has proved to be extremely popular with visitors and collectors. Not only does the store adjacent to this facility have a sales conversion rate of over 30%, many people at Swarovski believe that the facility underpins the brand (Koll, nd:3). However, in recent years the cut-crystal market has become more competitive, and Swarovski is facing competition from areas such as the Far East where they have been able to replicate some of the manufacturing techniques. Although Swarovski have an extremely strong brand and market position, and are keen to maintain their market share and brand reputation. There is still no consistent Brand Identity that resonates with the global consumer. Table 1: Characterisation of Consumer Perceptions. Target Market China Japan Germany Description Elegant Young and Trendy Mature Woman

This has had a trickle effect,