Promotional Communication analysis

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Recommended: fashion branding midterm

Promotional Strategy

Promotional Communication Analysis

Company name: Windsor Smith

Contents Page

Introduction¡K¡K¡K¡K¡K¡K¡K¡K¡K. Page 3

Marketing Strategy¡K¡K¡K¡K¡K¡K¡K¡K.Page 4

The Target Market & Consumer Behaviour¡K¡K¡K¡K.Page 5

The Communication Process¡K¡K¡K¡K¡K¡K.Page 6

Evaluating Windsor Smith¡K¡K¡K¡K¡K¡K..Page 12

Conclusion¡K¡K¡K¡K¡K¡K¡K..¡K..¡KPage 15

References¡K¡K¡K¡K¡K¡K¡K..¡K¡K.Page 16

Introduction________________________________________________

The magazine advertisement chosen for this assignment was selected from FHM June 2004 edition. FHM is predominately a male magazine being the biggest selling men¡¦s magazine in Australia and New Zealand. The chosen advertisement is a Windsor Smith advert on page 73 of FHM, a little bit less then halve way through the magazine and positioned between some of the hottest articles in the magazine.

Analysis of this advertisement suggests the Windsor Smith advertisement is positioned at male metro sexual readers, wanting to purchase exceptionally fashionable shoes for themselves.

Marketing Strategy__________________________________________

Opportunity Analysis

¡¥Marketing opportunities are areas where there are favorable demand trends, where the company believes customer needs and opportunities are not being satisfied, and where it can complete effectively.¡¦ (Belch & Belch 2001, p.40)

Windsor Smith has effectively seen the opportunity of marketing to the new breed of Aussie males, the ¡¥metro-sexual-man¡¦ 60 minute reporter Charles Wooley, describes this new male breed as ¡¥Like Sex and the City, only for blokes, they are into makeovers, make-up and moisturisers. They know everything there is to know about shirts and shoes ¡X and they¡¦re straight.¡¦ FHM describes the ¡¥metro-sexual-man¡¦ in his mid-to late twenties, intelligent and in a professional position, he knows all the latest brands and trends, he can chose a shiraz with his risotto and tie a perfect Windsor.

Competitive Analysis

¡§Competitive Analysis is something special a firm does or has that gives it an edge over competitors¡¨ (Belch & Belch, p.41)

Other advertisement in the same edition of FHM includes a Julius Marlow, advertising stylish male shoes. It is not known if the marketers of Windsor Smith were aware that the Julius Marlow advertisement was to be placed in the same issue. The Julius Marlow advertisement is on a double page spread on the nineteenth page of FHM. It is informing the reader that Julius Marlow shoes, not only make the pricey male dress shoes that they are well known for. But also now make fashionable shoes similar to the shoes advertised in the Windsor Smith advertisement, similar in style and price.

The Target Market and Consumer Behaviour____________________

¡¥Target marketing is the process of identifying the specific needs of segments, selecting one or more of these segments as a target and developing marketing programs directed to each.¡¦ (Belch & Belch 2001)

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