integrated marketing communication

TARGET SEGMENT AND POSITIONING :

The target market for Missguided in India are the urban cities like Delhi and Mumbai. Delhi and Mumbai are the developed cities in India which consists of huge market. Clothing is a field which justifies purposeful as well as representative requirements of the consumers. The target audience age would be between 16years to 30 years of age. Most of the target would be the young women going to college and some working professionals. Brands play a vital role in every young person’s life whether a male of a female as it helps in ornamenting one’s image (Khare and Rakesh, 2010).

Due to liberalisation in India, the Indian market is available for a large number for consumers willing to wear western clothes and modern life routine. Indian market is connecting with the modern brands with better brand equity to uplift the lifestyle, image and modernisation. Globalisation has played in major role in changing the needs and wants of the Indian consumers due to exposure to western culture and adapting them in their lifestyle. But the Indian values are yet retained. Youth of India falls under majority of the segment to concentrate on for Missguided. Missguided consists of modern and western clothing and accessories which would definitely suit Indian consumers as they wish to modernise themselves like the western consumers (Khare and Rakesh, 2010).

The students would fall under the huge portion for the Missguided target audience. The main reason behind this is that they usually have very inadequate money where in some work and some just study. The student would want to have a very fashionable life yet some clothing which can be affordable. Urban cities like Delhi and Mumbai has got the most fashionable and people who walk with the current fashion trends. It will also help the target audience to apprise their apparel. Hence, it will be beneficial for Missguided as it provides fashionable yet affordable clothing and accessories (Ghosh, Tripathi and Kumar, 2010). Women between the age of 16-30years would try to keep up with the trends and thus there is propensity that they would prefer to visit an appropriate and easy accessible store for shopping which would be up to their expectations. There is also a possibility that the target audience would visit the store frequently if the products available are appealing and the prices are competitive or may be cheaper (Ghosh, Tripathi and Kumar, 2010).

It becomes very important to position the brand in the minds of the target audience that is for the female segment of the market. Brand positioning of Missguided would benefit in appealing to customers those who got insolence like ethnocentrism. It is significant to evaluate the comparative position and asset of such attitudes in the target market of the segment. It is necessary to evaluate the brand positioning with respect to the competitors. It will become easy for the consumers to remember the brand when the company would provide their products to them with some new and innovative techniques (Nijssen and Douglas, 2011).

India is a budding country for bloggers and you-tubers. Hence, asking the bloggers or you-tubers to give a preview or some sort of offers like discount will help the company to have the consumers waiting for Missguided to launch. Variety of products and a wide range of options are another way of positioning the brand. Competitors would also have similar products but it becomes necessary for Missguided to add up something different than the competitors at least during the time of launch. Unique campaign of advertising should be done for the target segment to know in advance about the brand. Using the culture of the foreign market will be another way in conveying the message (Li et al., 2011).

Television and radio are the major sources of media another than newspaper. Majority of people in India listen to radio. There is a vast radio network in Mumbai and Delhi as they are the major cities. Hence, an effective advertisement of Missguided can be done over radio. Offers or location of the store and its launch can be conveyed. Print media is also strong so an advertisement in the newspaper or a magazine can be done. Other than these, the social media marketing is very powerful. Social media is an amazing source for promotion and marketing (Khare et al., 2011). An event in the malls and other public places like college or a work place regarding the brand is relevant thing to do. It will be beneficial since it would involve the physical presence of the target audience which would help the company to estimate the number of women who are interested to know further regarding the so-to-be launched brand. Thus, this will provide adequate knowledge and information about Missguided (Khare et al., 2011).

COMMUNICATION OBJECTIVES:

A pre marketing will be an advantageous step for Missguided before entering the target market and reaching the target segment. Fashion forms one of the important element for an individual’s acceptance in his desired social group. Missguided has to understand what the consumers in Mumbai and Delhi are keen in purchasing from a fashion brand that provides products and services with the latest designs and trends. This will be convenient for the marketers and advertisers to convey the right and appropriate messages to the target audience of Missguided. Since Missguided is going to launched in India it becomes essential to pre-market and communicate to the target audience about the launch of the brand (Khare et al., 2011).

It will be the very first time that Missguided will be advertised in India. It is necessary to communicate the audience about the existence of the brand. It becomes necessary to give knowledge regarding the products and services that misguided would provide to them when it gets launched in Mumbai and Delhi. Apart from educating the target audience about the Missguided, it also becomes obligatory to tell the audience what makes Missguided different and unique from the rest of the brands which already exist in the Indian market. A suitable and an attractive sort of marketing can be done (Khare et al., 2011).

It would help the marketer and the company itself to know what Indian consumers would want from the brand. A small survey would help in knowing their level of likings for the western clothes because choices and preferences usually differ. Thus, the communication objective would be to spread awareness of this brand to the target audience and educate them about the brand as whole so as to attract as many as consumers possible. This would also assist the company to know what the target audience wants and how is their reaction, expectations and their preferences (Khare et al., 2011).

REFERENCES:

Ghosh, P., Tripathi, V. and Kumar, A. (2010). Customer expectations of store attributes: A study of organized retail outlets in India. Journal of Retail & Leisure Property, 9(1), pp.75-87.

Khare, A. and Rakesh, S. (2010). Predictors of fashion clothing involvement among Indian youth. Journal of Targeting, Measurement and Analysis for Marketing, 18(4), pp.209-220.

Khare, A., Mishra, A., Parveen, C. and Srivastava, R. (2011). Influence of consumer's susceptibility to interpersonal influence, collective self-esteem and age on fashion clothing involvement: A study on Indian Consumers. Journal of Targeting, Measurement and Analysis for Marketing, 19(3/4), pp.227-242.

Li, D., Lee, D., Lee, Y. and Griffin, M. (2011). Can We Establish Consumer Cultural Positioning Through Print Advertising in the Developing Markets? A Content Analysis of Advertising in Chinese Women's Magazines. Seoul Journal of Business, 7(1), pp.156-182.

Nijssen, E. and Douglas, S. (2011). Consumer World-Mindedness and Attitudes Toward Product Positioning in Advertising: An Examination of Global Versus Foreign Versus Local Positioning. Journal of International Marketing, 19(3), pp.113-133.