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A Marketing Campaign Proposal for Victoria Beckham in Brazilian Market

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A Marketing Campaign Proposal for Victoria Beckham in Brazilian Market
BA (Hons) Fashion Management Unit: The Future of Fashion: A Business Perspective

A Marketing Campaign Proposal For Victoria Beckham in Brazilian Market
Yuou Du DU_10286856
Word Count • Academic Report 2490• Reflective Report 983
Submit Date November 13 20121

Table of Contents
1.o Executive Summary! 2.0 Aim and Objectives! 3.0 The Global Luxury Market!
3.1 Market Recovery and Growth! 3.2 Importance of Tourists Spending! 3.3 Engagement in Social Medias!

1 2 3
3 3 3

4.0 The Brazilian Market!
4.1 The Market Environment! 4.2 The Consumers! 4.3 The Importance of social networks! 4.4 PESTLE Analysis!

4
4 4 5 6

5.0 The Brand-Victoria Beckham!
5.1 Brand Identity! 5.2 Marketing Mix! 5.3 SWOT!

7
7 7 11

6.0 An Opportunity for Victoria Beckham! 7.0 Campaign Strategy and Coordinated Actions!
7.1 A Pinterest Campaign!

12 14
14

8.0 Campaign Evaluation! 9.0 Conclusion! Bibliography! Appendices!

17 18 19 21

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1.o Executive Summary

This report proposes a commercially realistic proposal for the international luxury brand, Victoria Beckham. Considering the changing and competing of the global luxury market, Luxury brands have to engage with the changing while remaining the personal identity. Emerging markets are becoming the important purchasing power, in which the luxury retailers should stand out and focus on these markets during their international expansion. The proposal will based on the analysis of the changes in global luxury industry and the potential of the Brazilian luxury market, evaluating the business development aspect of Victoria Beckham, providing a specific marketing campaign plan with the aim of achieving awareness in short term and a foundation of future expansion in long term.

1

2.0 Aim and Objectives

During the period of 2014 FIFA World Cup, is an opportunity for Victoria Beckham to take the chance of exploring the potential Brazilian market. Since Victoria Beckham herself is the perfect and most
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