Mango Imc Plan

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Executive Summary This integrated marketing communications plan is designed for the retail establishment, Mango. Mango is an international brand devoted to the design and commercialization of fashion. As a leading multi-regional retailer, with stores in over 100 countries, Mango has been positively received in each new market it has entered. However, as the brand continued to venture into the U.S. market, they have encountered a few bumps in the road. There was an observable problem in three main areas of the company: lack of brand recognition in the United States, lack of captivating advertisements, and low market share. Team Fiji has noticed many factors in Mango’s favor, such as lack of advertisements among our major competitors, leaving a huge opening for us to slide in. The plan we created includes a brief background of Mango, our current situational analysis, communication objectives, segmentation and target audience, along with our strategies to fulfill the specified objectives. The overall goals of our integrated marketing communications plan are to: ➢ Increase both brand awareness & market share ➢ Associate the Mango brand with a modern, sexy, and cool feeling ➢ Target what we call the “Urban Aspirationalist Woman” ➢ Prepare a campaign with the theme “Refresh your style by Mango” and appeal emotionally to consumers ➢ Execute Mango’s advertising campaign with no words Mango would strongly benefit and is certain to experience an extremely positive influx in sales and brand awareness from the implementation of Team Fiji’s integrated marketing plan. Background: Founded by Isak Andic in 1984, Mango is a clothing company that originated in Spain. The company currently has 2,415 stores in 107 countries. Mango sells trendy apparel, accessories and shoes mainly for women. The company has three lines called MANGO, MNG

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