Example Of Outcome: Marketing Communications And Branding Research Proposal

Marketing communications are a process of management through which a company or brand engages with various market audiences such as potential customers. Primarily, it involves understanding the communications environment of the audience, developing and presenting brand related messages to the identified audience groups. Marketing communications also entails evaluating and acting upon the responses gathered from the targeted audiences. For Kitson fashion brand, being able to convey messages that are of significant value means that Kitson fashion will be able to gather valuable attitudinal and behavioural responses from the target audiences. Marketing communications for the fashion brand will primarily focus on demand generation and product positioning to beat rival competition in the identified lucrative segments.
There are four types of marketing communication, which include advertising, public relations, personal selling and sales promotions. However, Kitson will undertake advertising as its choice of marketing communication. This is because advertising has been identified as the best tool to raise awareness and create demand as Kitson fashion since it is a new product in the Turkish fashion industry. Advertising not only reaches a wider target audience in the quickest way, but it also offers a channel of offering Kitson’s brand messages at a higher frequency. Another advantage that will benefit Kitson is that advertising can be done in different media that will effectively reach the target clientele in the three cities of Izmir, Istanbul and Ankara.
In terms of radio advertisements, Kitson has identified Kral FM and Süper FM radio stations to air its advertisements. Kral FM is famous among Turkish people for its Turkish pop music while Süper FM is popular among the youth for its Western pop music. The television channels that Kitson has identified to run its advertisements include TRT3, Kral TV and FASHION TV which are all available in the three cities and are popular among young women and teenagers. Kitson also plans to have billboards in major highways, parks and in the city centres. There will also be featured advertisements on Kitson’s website as well as advertisement screens in various malls and shopping centres.
For instance, Kitson could run television advertisements that feature young female teenagers since they are a target group for the ISPB. One sample of the adverts would contain three young teen girls who have a difficult time making friends. When they go out to a party, nobody notices their presence and when they walk in the streets people do not smile at them. But one a particular day, as the girls are walking on the streets, they spot an advert about Kitson’s clothing store and they immediately decide to check it out. The girls walk in and shop because they find really attractive and cool clothes at a very affordable price. They feel like they have just discovered a new secret. Immediately they walk out of the streets, everyone starts smiling at them, waving at them and giving them way on the streets. They get treated like royalty and celebrities by their peers. In the evening, they get an invite to a movie premier where they are treated to a red carpet and meet some celebrities they love. All these things happen because of the Kitson fashion clothes that the girls bought earlier in the day. The message would be that Kitson fashion transformed ordinary teenagers to pop star status as the girls are now considered the most fashionable set of teenagers in the city.
In order to promote its brand, Kitson has identified a young Turkish celebrity actress, Beren Saat who is a prominent actress to act the brand’s spokesperson. Saat has featured in different popular movies and various Turkish television series such as İntikam. She has also received two Golden Butterfly Awards and is one of the most admired actresses in Turkey. Saat is also popularly known for her high sense and style of fashion as well as her beautiful looks. This is in line with Kitson’s brand message of being trendy and making customers feel like celbrites. She is also a very articulate and charismatic public speaker who is able to capture the attention of both young and old audiences. Aside from that, Saat is also engaged to a leading Turkish pop music singer named Kenan Doğulu. Thus, Kitson would benefit from having such a high profile individual as the spokesperson since the couple is also regularly covered by most showbiz programs in Turkey. In addition to that, Saat comes from a Muslim background which would also make her resonate well with the Muslim majority customer bases in Ankara and Izmir.
In launching Kitson’s fashion line, the company will organise launching events that are one week apart in all cities, starting with Ankara, then Izmir and lastly Istanbul. The launch events will also feature Beren Saat as the face and spokesperson of the brand. This means the launch events will attract a lot of attention and media coverage in the cities where they will take place. Most teenage girls are fond of her and admire her as a role model which would enable them to easily connect and identify with Kitson’s fashion line. Kitson will also have a promotional agreement with the celebrity actress to do promotions and appear on a number of billboard and television advertisements. The brand will also offer to dress Saat especially for high profile events and award dinners that she attends. Since Saat is also a known philanthropist in Turkey, Kitson hopes to push its 0.1% of sales donations agenda by having the actress often talk about this initiative in her blogs and charity events. These unique strategies coupled with extensive advertising campaign will make Kitson have a successful launch and hit the ground running in the Turkish market.