Marketing Communication and Strategies in Communication Campaign

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Table of Contents

The presence of Chineese hospitable local partners
China’s unique cultural practices that match the brand
Luxury lifestyle in China suits the brand
Chinese biggest population provides market for the selected brand
Chinese majority aged between 18-22 years
Franchise of Abercrombie & Fitch company of Chineese market
References

The presence of Chineese hospitable local partners

In our marketing communication which is also called the integrated marketing communication, we found out that the the local Chineese partners were hospitable to the marketers.

They were also able to adapt the Abercrombie & Fitch company’s messaging, communication and brand image to fit the mature and sophisticated chineese consumer.

As we were pursuing Chineese retail and marketing strategy, we also found out a vast majority of potential sales base offered by the population.

An example in this case that promoted the market adoption in this case include the willing Chineese who could work as staff for Abercrombie & Fitch company. Chineese staff employed promised to attend to customers warmly which ensured a potential market for the company.

China’s unique cultural practices that match the brand

Our business company, Abercrombie & Fitch, is based in America. However, it is assessing the potential market for its brand products in China. The business is specialty retailers, that operate stores and engage directly in selling of its products to Chineese consumers.

The traded products are sportswear, including knit, woven shirts, graphic shirts, fleece sweaters, and jeans brands among others. The reason why I chose China to be the export market is because of its unique cultural practices.

They have a vast population number with diverse cultural practices that would call for a diverse grooming. The response to this would be provided only by the company’s diverse products.

Luxury lifestyle in China suits the brand

The chosen brand fits Chineese consumption as the export market. This is because youths describe its products as an aspiration casual luxury, that is the lifestyle.

China has an increasing fashion consciousness. Their culture promptly promoted the sale of products such as thongs and bikini. This, however, led the Abercrombie & Fitch Company to be sued with allegations of promoting prostitution as we found out in our market research.

Chinese biggest population provides market for the selected brand

China is one of the countries and with the largest population in the word. Most of its population is engaged in sports and arts activities. Those in martial arts and tae Kwon would easily acquire their training attires from Abercrombie & Fitch company.

This big population as we found out provide a high purchasing power which could easily make China to be a potential market for the export of the company’s products.

Chinese majority aged between 18-22 years

Since the inception of the Abercrombie & Fitch company’s product in most countries, the management have recorded a tremendous sale of products which fit the young people aged between the 18-22 years.

This made the copany to produce more supply of the product with the target to this group. In China, a larger percentage of population belongs to this age bracket. This has led to development of a great potential market for the products of Abercrombie & Fitch company in China.

Franchise of Abercrombie & Fitch company of Chineese market

There is an area monopoly of the Chinees market by the company. This means that the company dorminated the Chineese market with their product since there was no any other company with an established market within the region.

This provided the company with great opportunity of expanding its stores within the region. Franchising has provided Chineese with business opportunities over the time. The growth of Abercrombie & Fich company in China has led to an icrease in Chineese’s economy as a result of the company’s franchise business.

This led to production of widely loved Chineese products like automobile, phones and other lectronics which owe their success in part to the franchising model.

This made China to have a population wth a high purchasing power necessary for the introduction and adoption of the Abercrombie & Fitch company’s products.

References

Fill, C 2009, Marketing Communications: Interactivity, Communication and Content, 5th ed., Pearson, Essex.

Meenaghan, T 2004, “The role of sponsorship in the marketing communications mix”,Perspectives on Marketing Management in Ireland, vol. 2 no. 3, pp. 257.

Mohr, J& John, R 2010, “Communication strategies in marketing channels: A theoretical perspective”,The Journal of Marketing,vol. 1 no. 1,pp. 36-51.

Reichert, T & Courtney, C 2004, “An update on sex in magazine advertising: 1983 to 2003”,Journalism & Mass Communication Quarterly, vol. 81 no. 4,pp. 823-837.

Rothschild,L 2009, “Marketing communications in non business situations or why it’s so hard to sell brotherhood like soap”,The Journal of Marketing, vol. 2 no. 1, pp. 11-20.

Schultz, E 2002, “Integrated marketing communications”,Journal of Promotion Management, vol. 1 no. 1, pp. 99-104.

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