Marketing Plan for an Existing Luxury Brand: Givenchy
Students will be asked to create a marketing plan for an existing luxury brand leveraging insights from the class to determine how the brand can more effectively communicate and resonate with its consumers. The final project will include a situation analysis covering strengths, weaknesses, threats, and opportunities for the brand. The presentation should be focused on targeting a Millennial/Gen Z demographic and should include a heavy focus on digital, social, influencer, PR, experiential activations, retail marketing and brand partnership ideas with specific tactics deployed to address each of these distinct marketing channels. Additional details available via Blackboard.
课程 communication management：communication in the luxury fashion industry
Marketing Plan for an Existing Luxury Brand
Student’s Name
Institution of Affiliation
Marketing Plan for an Existing Luxury Brand
Executive Summary
Even though Givenchy has outstanding performance over the years, it should employ measures to boost its competitive advantage. The main reason is there has been an increase in competition among the brands that are selling luxury products. The company should perform a SWOT analysis since it will help the organization to understand its progress and measures that it can employ to improve. On the other hand, the company should perform market research, offering it the right information to employ the right market strategy. Furthermore, the company should also set the right budget which will help to maximize profits and retain the customers.
Mission Statement
The mission statement for Givenchy Company is to stock and carry the latest and fashionable products within the fashion industry and offer customers the best experience journey in the industry.
Marketing Objectives
The marketing objectives are critical for the organization. Clear objectives will help the organization understand the direction the business will be moving toward. One of the company's objectives is to attain a more modern and recognizable identity. The other objective is to improve connection with the young generation. The company is also aiming to succeed in having streetwear designs. The next objective is to have gender-fluid models, which will help to boost inclusivity.
SWOT Analysis
It is critical to understand the Strengths, weaknesses, opportunities, and threats the organization will likely face to understand the business potential fully. Moreover, this approach will help identify external factors likely to influence the business success. It is critical to understand that the business can control strengths and weaknesses but should adapt to opportunities and threats since it cannot adapt them.
Givenchy Company has some strengths based on the measures that it has employed. One of the company's strengths is