Marketing Strategy

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MARKETING STRATEGY

? Casual but chic simplicity will be the core principle in CaChic's design.

? Integrated marketing communication campaigns to build awareness of CaChic and connect with target consumers

? Focused distribution at high-end retail channels to bolster CaChic's middle to up- scale positioning.

? Affordable price in the target segment yet between middle to high will be adopted to ensure strategy consistency across Billabong's wide product offerings.

Promotion

Office men and women are highly marketing literate and extremely cynical of advertising. To connect with them, all levels of the marketing mix are required. Above-the-line Support

? A new TV commercial will be produced to communicate CaChic's new launch.

? Editorials, features in leading lifestyle magazines and newspapers.

? Outdoor ads. will be adapted to further help drive awareness, one giant outdoor billboard with consistent message adapted from TVC will be launched at prime location in CBD where offices crowd. Three bus lines running across key locations where target consumers frequent will also be recruited as supplement outdoor ads to accelerate awareness building. Below-the-line Support

? A concept store will be built at prime shopping precinct in CBD.

? A launch party and fashion parade in the conceptlv

MARKETING STRATEGY

? Casual but chic simplicity will be the core principle in CaChic's design.

? Integrated marketing communication campaigns to build awareness of CaChic and connect with target consumers

? Focused distribution at high-end retail channels to bolster CaChic's middle to up- scale positioning.

? Affordable price in the target segment yet between middle to high will be adopted to ensure strategy consistency across Billabong's wide product offerings.

Promotion

Office men and women are highly marketing literate and extremely cynical of advertising. To connect with them, all levels of the marketing mix are required. Above-the-line Support

? A new TV commercial will be produced to communicate CaChic's new launch.

? Editorials, features in leading lifestyle magazines and newspapers.

? Outdoor ads. will be adapted to further help drive awareness, one giant outdoor billboard with consistent message adapted from TVC will be launched at prime location in CBD where offices crowd.