Buaya Apparel Company
INTEGRATED MARKETING COMMUNICATIONS PLAN:
BUAYA APPAREL COMPANY
I. Executive Summary
This integrated marketing communications plan serves to analyze and study the brand image and positioning of the Buaya apparel company. It consists of important elements of all IMC plans such as Situation analysis, indentifying the Marketing objectives, proposed Strategy and implementation, the recommended IMC strategy as well as the Evaluation and Control process. These elements will eventually aid the primary objective of assisting the launch of a new range of products which the firm intends to introduce to the market. (Executive Summary Guidelines & Templates)
II. Introduction
Established in 1947, the Buaya apparel company has enjoyed mixed fortunes in its business for the past 66 years. Despite the company’s highly successful expansion strategies and efforts, the company has found it difficult to retain its brand positioning and more crucially, its market share. Many felt that although the company is known for making good quality garments, its designs are more suited to the middle aged group. Despite coming up with designs that are more youthful looking, the brand has so far failed to convince younger consumers into buying its products. There is therefore a need for the Buaya apparel company to improve its brand positioning and better communicate its brand values to all potential customers.
III. Company Profile
Based primarily in Singapore, the Buaya apparel company manufactures its products in Shanghai, China, where it is also home to the company’s North Asia headquarters. The company’s core values are; Vitality, Elegance and Durability. The company’s belief in delivering timeless, quality and functional wear has won over the hearts of its customers and the “Buaya” remains the only local garment brand in Singapore. The company’s core business is with men’s garments, while it has also encompassed a wide range of womenswear that features
BUAYA APPAREL COMPANY
I. Executive Summary
This integrated marketing communications plan serves to analyze and study the brand image and positioning of the Buaya apparel company. It consists of important elements of all IMC plans such as Situation analysis, indentifying the Marketing objectives, proposed Strategy and implementation, the recommended IMC strategy as well as the Evaluation and Control process. These elements will eventually aid the primary objective of assisting the launch of a new range of products which the firm intends to introduce to the market. (Executive Summary Guidelines & Templates)
II. Introduction
Established in 1947, the Buaya apparel company has enjoyed mixed fortunes in its business for the past 66 years. Despite the company’s highly successful expansion strategies and efforts, the company has found it difficult to retain its brand positioning and more crucially, its market share. Many felt that although the company is known for making good quality garments, its designs are more suited to the middle aged group. Despite coming up with designs that are more youthful looking, the brand has so far failed to convince younger consumers into buying its products. There is therefore a need for the Buaya apparel company to improve its brand positioning and better communicate its brand values to all potential customers.
III. Company Profile
Based primarily in Singapore, the Buaya apparel company manufactures its products in Shanghai, China, where it is also home to the company’s North Asia headquarters. The company’s core values are; Vitality, Elegance and Durability. The company’s belief in delivering timeless, quality and functional wear has won over the hearts of its customers and the “Buaya” remains the only local garment brand in Singapore. The company’s core business is with men’s garments, while it has also encompassed a wide range of womenswear that features
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