topshop imc plan
Table of Contents
EXECUTIVE SUMARY Topshop, one of the big name in the world fashion’s industry has recently arrived in Vietnam on March 13th, 2013. Located in Bitexco Financial Tower, the iconic building of the dynamic Ho Chi Minh City, Topshop has received quite good attention to foreign visitors and Vietnamese, who have known about this famous brand. Its target customers are young, fashionable women with higher income, who can be either a young graduates, singers, actresses or even a full-time employees who love to be unique and trendy by dressing up.
Offering to the market the most up-to-date fashion pieces, Topshop positions itself with the unique high street style collection range from clothing, accessories and shoes. Though its price is not low, Topshop is still relatively an affordable brand especially for the value they give to customers compared to other luxury brand.
Having the most successful retailing story, Topshop has been doing an IMC campaig in order to introduce itself to a new market such as Vietnam, increase awareness. They used a lot of IMC tools to reach the objectives either by online advertising, printed advertising or public relations with several events and sales promotion.
However, though they had quite good strategy with perfect touch points, Topshop still has some shortcomings in the way they performed the campaign, which still needs some improvements. The main weakness is they were a little picky on the channels used to communicate to the customers, which decreases the effectiveness of the IMC campaign. In addition, their existing information communicating tools (Facebook, online website,..) are still lack of details about the products in terms of price, quantity and size.
Therefore, the recommendation for Topshop is to increase their advertising budget, which is not a problem to such a big brand, to expand their marketing communication on more newspapers and magazines with full-page
EXECUTIVE SUMARY Topshop, one of the big name in the world fashion’s industry has recently arrived in Vietnam on March 13th, 2013. Located in Bitexco Financial Tower, the iconic building of the dynamic Ho Chi Minh City, Topshop has received quite good attention to foreign visitors and Vietnamese, who have known about this famous brand. Its target customers are young, fashionable women with higher income, who can be either a young graduates, singers, actresses or even a full-time employees who love to be unique and trendy by dressing up.
Offering to the market the most up-to-date fashion pieces, Topshop positions itself with the unique high street style collection range from clothing, accessories and shoes. Though its price is not low, Topshop is still relatively an affordable brand especially for the value they give to customers compared to other luxury brand.
Having the most successful retailing story, Topshop has been doing an IMC campaig in order to introduce itself to a new market such as Vietnam, increase awareness. They used a lot of IMC tools to reach the objectives either by online advertising, printed advertising or public relations with several events and sales promotion.
However, though they had quite good strategy with perfect touch points, Topshop still has some shortcomings in the way they performed the campaign, which still needs some improvements. The main weakness is they were a little picky on the channels used to communicate to the customers, which decreases the effectiveness of the IMC campaign. In addition, their existing information communicating tools (Facebook, online website,..) are still lack of details about the products in terms of price, quantity and size.
Therefore, the recommendation for Topshop is to increase their advertising budget, which is not a problem to such a big brand, to expand their marketing communication on more newspapers and magazines with full-page
References: Citinews 2013, ‘Fashionista hội tụ tại khai trương Topshop,Topman’, Citinews , 19th March 2013, viewed 6th July 2013 Ebizmba 2013, Top 15 Most Popular Video Websites, viewed 7thJuly, 2013 Facebook for business 2013, Step for business success, Facebook.com, viewed 7th March 2013 Maison 2013, Shopping-DJ-Bartender-Mocktail: Chi Co Tai Topshop TopMan, Maison , viewed 6th July 2013 Queenland Government 2013, Benefits of Facebook for business, Queenland Government, viewed 7th July 2013 Shimp, T A 2010, Integrated marketing communication in advertising and promotion, 8thedn, Cengage Learning, South Western, Australia, pp. 11-14 Tintuc 2013, 100 website được truy cập nhiều nhất từ Việt Nam, viewed 7thJuly, 2013 TOP SHOP VIETNAM FACEBOOK Yangroup 2013, ‘Vòng bình chọn "Photo Me" của Topshop bắt đầu’, Yahoo .com, 20th March, viewed 6th July 2013