Integrated Marketing Communications 2 Essay Example | Topics and Well Written Essays - 2500 words

Integrated Marketing Communications 2 - Essay Example As a result, classy, trendy and fresh branded outfits are the norm for this age bracket of which the importance can be judged by a statement from Branded- a book written by Quart, Alissa (2003) where she writes "Inspired by the commercialization of youth and also by the signs of resistance to it, I decided to write Branded. The term brand suggests both the ubiquity of logos in today's teen dreams and the extreme way these names now define teen identities."It is for this age group that our paper will look into the mechanisms of branding for a medium-sized company in order to ensure the success of the hosting company and its designer line among the growing market of the youths. One of the most noticeable apparel that a person displays is his or her dressing. This is in fact one of the primary concerns for most of the population especially for females in the ever more fashion and appearance oriented societies that we now live in (John 2009, p12). Moreover, there has been a tremendous leap towards the disposition of branded clothing during the past couple of years which means that companies nowadays are investing more resources towards developing, grooming and maintaining their branded clothes collection which ultimately find preference over the traditional unbranded attires. It is extremely important that companies undertake a well planned and thorough marketing activity to initiate their clothing line in order to be able to compete effectively in the market against other local and international clothing collections. Branding for the youth One of the most important ingredients of marketing that either make or break the designer line's name and his success is branding. The first step in any marketing activity is to identify the target markets which in our case are the youngsters'between the ages of 14-22. It is this age bracket in which the adolescents seem to be standing at an awkward age where neither they are too young to play with the toys nor have they groomed into adults. Understanding the target market, their way of thinking, their activities and the reasons for the true desire to embrace designer outfits with a knowledge of what the teens really want to wear and show off is tremendously important for framing the entire marketing plan and consequently developing the right brand name and image and positioning it in the way youngsters really want it (Knox 2004, p15). What is needed is basically to know exactly what the youth want and delivering according to it. The entire process of branding should focus on the you th and their needs and desires. Understanding the target market For the youth who are lingering somewhere between childhood and adulthood, the craving for dressing and clothing is more than the desire to eat. It is this passion for outfits ranging from classy to gothic to rib-tickling tops, bright primary colors and baggy or tight fitting pants that the medium sized firm needs to capitalize on in an intelligent and creative manner. (Corporate Image Marketing 2009, p1) Once identified with the overall target market, the company now needs to segment this age group on the basis of tastes, preferences and activities. Within the youth age bracket of 14-22, there are the party

In the order instructions Essay Example | Topics and Well Written Essays - 4000 words

In the order instructions - Essay Example Cassie visited the gym and asked whether or not Zak would like to buy a new rowing machine. She said that she knew that Zak did not generally order goods through his gym managers, but that this was a one-off opportunity to buy at a bargain price. Alex said that he would email Zak to see whether Zak did want to buy the machine. Alex could not connect his computer to the internet. Fearing that Zak would lose a good opportunity, he untruthfully told Cassie that Zak had approved the purchase. Zak has now told Alex that he will not be bound by either contract which Alex made. Zak already owns several spare sets of weights and the rowing-machine was very overpriced. Duncan, a customer of the gym, offered to buy an old display cabinet which was placed near to the reception area of the gym. Alex thought that the price which Duncan offered,  £200, was very generous and so he accepted the offer on Zak’s behalf. Zak is refusing to be bound by this contract as he has subsequently discov ered that the display cabinet is an antique worth about  £3,000. Four months ago Zak decided that the gym which Alex was running should have a carom billiard table. This was a new venture as none of his other gyms had ever had a snooker or billiard table. Zak agreed to buy a carom billiard table from its manufacturer, Billiard Ltd. The table was to have a heated cloth so that the billiard balls would travel across it more quickly. The billiard table was delivered one month later. Three weeks after delivery, the heating system intermittently broke down. Zak contacted Billiard Ltd, who said that they would send an engineer out to look at the problem. The billiard table had proved very popular and Zak told Alex to let customers keep playing on it. The engineer told Zak that the billiard table would have to be taken back to the manufacturer’s factory for repairs, which would take about five weeks. Zak said that he would have to think