IMC plan

Course: Fashion commutation

IMC plan

FM 4.1

Student:

Tina 005FM110

Viola 002FM110

Clair 017FM110

Davy 014FM110

December 13, 2010

CONTENTS

● Branding···························

1. name······································

2. logo·······································

3. packaging······································

4. Company introduction ···························

● Target market······························(1)

● Competitor······························(2)

1. Bench- body······································

2. fandecie·······································

● Imc plan····································(2)

1. Objective······································(2)

2. Advertising·······································(2)

Inside advertising (2)

Print media (3)

3. PR and Publicity ································ (3)

Special Event (3)

Sponsorship (3)

4. Sales promotion ···························(4)

5. Direct sales ···························(4)

●Time Table ···························(5)

Branding

Name: TingTing Girl Underwear

Logo:

The logo “T” is our branding name. The following of T is a smiley face. Means that when girl wear our underwear, will be very confident, so very happy.

Packaging: gift box, tissue paper, paper bag, label.

Gift box: This is a white box; there are our logo and name printed on the box above.

Paper bag: This is a white bag, there are our logo and name front the bag.

Label: Rectangular, white label. There are printed our name.

Company introduction: This is a Girl’s Underwear store. It is located in 3F, underwear area, Super Brand Mall, LuJiaZui CBD.There is the first store in ShangHai. The store is including design, manufacturing and retail. TingTing Girl Underwear products include: underpants, bra, and pajamas. TingTing Girl Underwear price from 59-399.

Target Marketing:

We target customers age 16-25. Income:500-3000

Geographic: It is located in LuJiaZui CBD; LuJiaZui CBD has many shopping mall, business building and residential area. Traffic is very convenient, can by subway and bus to get there.

Psychographic: Our price is not expensive, so we target customers who want to buy things low price but high quality.

Demographic: It is located in LuJiaZui CBD; we target customers who live in

LuJiaZui. And There are a lot people go to the Lujiahui to shopping.

1

Competitors

We have two main competitors. They are the bench-body and fandecie.

Bench-body

The Company was founded in Philippine in 1987.

Product: Their main products are bra, knickers, vest, and swimwear campaign. There are many kinds of the underwear. But the bras style is less than underwear. There are many kinds of the patterns and colors in the products. Their products are mainly used cotton, lycra and tactel. The style is very lovely and Comfortable.

Price: The bench-body prices are form 60-300.

Place: The store in the third floor in super brand mall

Fandecie.

Their brand philosophy is natural, trendy and character.

Product: Their main products are Sports bra, girl’s bra, knickers and pajamas. The fabrics of the products are cotton and polyamide. The product style is Q-sexy, means the cute and sexy.

Price: The price is form 39-539. The Underpants price is 39 to 69. The bra price is 99-299. The pajamas price is 359-539

Place: The store in the third floor in super brand mall.

IMC

Objective

Our main objective is the informing and persuading. Our store was exposed. We do a lot of campaign, such as advertising, public relation. Because we want our consumers to know that our stores and our products. Than we have a lots of promotion. It’s we need persuading and entice the consumers. Let’s they buy our products.

Advertising

Advertising

Inside advertising: Rent a billboard in the Super Brand Mall. Five days before opening day and five days after opening

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In the billboard include our logo and slogan.
Address: 3F of underwear area.

Three days of activities will be launched

2

Print media: Newspaper

We will publish our brand in the Shanghai Times Herald.

Newspaper paper advertising includes shop address, brand information, sales promotion and opening day. Opening day will have an event.

PR and Publicity

1. Special Event

TingTing underwear opening day will be held at Super Brand Mall, two floor. The opening of the underwear exhibition platform, in this exhibition there will be have small activities, will ask the question about the underwear in the life, the audience can answer. The audience will be correct relative gift, 20 underwears. In addition have 80 coupons give audiences who join in the activities. In-store use the coupons can tradeoff 10 Yuan.

2. Sponsorship

To “Pink ribbon”

This is an activity, mainly on how to prevent breast cancer. Pink Ribbon Campaign is a breast care, it is people of a pursuit of health and beauty, she has become a kind of love and fashion, and more and more media celebrities are also participating in.

We will sponsor our products. We promote all women, how to properly use and choose the bra.

Great popularity of this event, we can use this event to promote our brand and products.

3

Sales promotion:

1. Ten days before buying any discount, items are discount, and discount on discount. (to buy any commodity price 20%, and then purchase goods 300 yuan to lose 50 yuan.

2. New stores opened in one month before buying any goods with 500 yuan can handle VIP card (10% discount), a month later buy full 1000 yuan can obtain VIP card.

3. Discount coupons, 10 yuan of the discount coupons in flyer.

Direct marketing:

1. To our competitors purchase of customer information, then direct sales, adopt direct call way and MAIL delivery propaganda material, and send E-mail for the promotion and product support, let more consumer understand and know our shop and our products of all kinds.

2. Flyer, Flyer will direct delivery to customer's mailbox and send E-mail to the customer's mailbox, and send people into the streets direct sending Flyer.

4

Time table

5

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