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Kaylan Millis May 8, 2015 AGCJ 105 FinalLori Costello Integrated Marketing Communications Plan:“Bring Scott to the Station” I would like to bring a Kendra Scott Jewelry store to College Station. Kendra Scott is a new and upcoming jewelry business, developed by a young lady, named Kendra Scott. She started her business at age 23, and tailors to multiple audiences, including college students. This store would provide designer name brand necklaces, rings, earrings, and other accessories. This brand is somewhat expensive, but provides products that are well worth the expensive. Kendra Scott in College Station would be amazing. Introducing an “Aggie Section” of jewelry would flourish in this college town.Kendra Scott is well known for her charitable work. She has several charms that when purchased, 20% of the profit goes to a directed organization or charity. I would love for Kendra Scott to open up an aggie section in her brand. I would like the merchandise purchased to benefit an organization at Texas A&M. This section would include multiple pieces of A&M inspired jewelry. Her brand is already well established in the College Station area, but I believe that specific products tailored to students here would be great for not only building brand recognition, but also promoting her charity work. Because Kendra Scott is coming to a primarily college town, her targeted audience is different here than it would be in other cities. The primary audience for her store will be females. More specifically, Kendra Scott targets high school and college-aged students, approximately ages 15-25 years old. Texas A&M has a large population of females that are active in Greek Life. I think that these sorority girls will continue to buy Kendra Scott, as they feel her products are associated with their organizations. Females that are not in sororities will also be a primary audience. College aged females are drawn to what is popular, and Kendra Scott is the new rising jewelry brand. Kendra Scott is not only for college students! Parents and celebrities are even attaining an interest in the brand. Her merchandise appeals to multiple audiences. I believe that other audiences will also be attracted to her products. Boyfriends and husbands will have easy access to gifts their significant others will love! Her products are great for gifts, and I believe that she will also have a loyal secondary audience, as most of her products contain matching pieces of jewelry to make a set. Who doesn’t love cute and fashionable jewelry sets? Especially as gifts! People have various experiences with the brand. Some are vaguely familiar with her brand, and some are devoted loyal consumers. People need to be informed that although her jewelry is very nice, it is not all extremely expensive. She does multiple promotions and sales to distribute her less expensive items. She understands the budget of college students, and her prices appeal to us. Broadcasting this store and A&M products will not be a complicated task. Word of mouth will be a large communication tactic. Girls will promote the store completely just because they are brand loyal. Kendra Scott will have a social media account for its College Station store. Flyers will be handed out and posted to promote the new store and products. Kendra Scott will hire a PR manager to also promote the store through advertising and begin making connections to other stores to begin selling the new Aggie Section. Free give aways will also take place to promote the new store. A Facebook page for the store will be created and promoted through the PR manager. Hiring this PR manager to promote communications is a good strategy. SWOT AnalysisInternal Strengths:Known for charity work Reasonable pricing on merchandiseSocial media to promote salesPromo codes to encourage consumersFamily operated creates a good environment Fashionable design appeal to most age group women Loyal customers returnOnline shopping available for 24/7 needs Internal Weakness:Moderately high prices Predominately southern recognition Some disappointment in brand quality External Opportunities:Come to CS to gain a large market with sorority and college students Connect with a local charity to give 20% of the aggie merchandise sold to that charity Social media outlets for the new store Move new products to other stores like the MSC and boutiques that already carry Kendra ScottExternal Threats:Boutiques carry knock offs that are competitionStudent don’t have extra sending money for luxury items A&M would have to give approval for the aggie section ................
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