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Integrated Marketing Communication Plan: Case study of Folli Follie Group

Article · September 2014

DOI: 10.13140/2.1.4214.2086

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M.Sc in Marketing Management

INTEGRATED MARKETING
COMMUNICATIONS

Integrated Marketing Communication

Plan for FF Group of Companies

SPYROS LANGKOS

ID: 100285557

Tutor: Mrs. Margarita Gamaletsou

Athens, January 2013

Academic Year 2012 – 2013

 ....As Gabrielle Coco Chanel once mentioned:

“Luxury is a necessity that begins where necessity ends”

This study concentrates on the integrated marketing

communications plan of the Greek company Folli
Follie (personal luxury products retailer) and how it
is implemented across international culture:

the expansion in China.

IMC Plan of FF Group. | 2

 1. TABLE OF CONTENTS

Pages

1. Contents ........................................................................................ 3

2. Acknowledgements ..................................................................... 4

3. Executive Summary .................................................................... 5

4. Introduction ............................................................................... 6

5. Situation Analysis ...................................................................... .8

6. Segmentation and Positioning ................................................... .12

7. Branding and Identity .............................................................. .14

8. Competitive Positioning ............................................................ .15

9. Marketing - Communications Objectives .................................... .16

10. Marketing - Communications Strategies .................................... .18

11. Integrated Promotional Mix ...................................................... .19

12. Timescale and Resources ......................................................... .22

13. Evaluation and Control ............................................................ .23

14. Appendix ............................................................................... .24

15. Bibliography .......................................................................... .31

IMC Plan of FF Group. | 3

 2. ACKNOWLEDGEMENTS

The development and the implementation of this plan are made possible
by the appreciation of my family and friends and also to the help of
Andrew, the library bookkeeper. I would like to thank, our module teacher
Mrs. Margarita Gamaletsou for her guidance so that we can bring closure
to our assignment work.

Still, I would like to thank Mrs. Mandalena Kasidiaropoulou, Head of

Investor Relations at Folli Follie Group of Companies, for her time and the
interesting conversation that we had, over company related matters.

Without the help of these people, my research could not have taken place.

IMC Plan of FF Group. | 4

 3. EXECUTIVE SUMMARY

This report was created to point out the mixed marketing communications
plan for Folli Follie, in order to strengthen the FF Group reputation and
motivate the end-user confidence.

Key factors for this communication are International Culture and Access
to Global Market. We choose to focus on these two topics, because
international employees and customers need more guidelines on these
specifics.

 International Culture: raise awareness upon cultural differences and


increase diversification rates.
Access to Global Market: to expand the awareness of the impact of
the Global Environment in new emerging markets.

The guidelines include:

- Branding: create & use consistent message and image
- Efficiency: create re-usable content & high impact channels,
such as a multimedia website and social media
- Data metrics: plan activity measurements & future decision
making data.

The Goals of this plan form from three levels:

1) Strengthen the reputation of Folli Follie

2) Attract new customers and enhance satisfaction
3) Create engagement and positive industry buzz (word of mouth)

The purpose of this plan is to support the practices, policies and the action
plan of the Folly Follies Group and relate them with the business goals and
vision, in order to raise awareness, loyalty and customer relationship.

This report strongly recommends the enhance of the company’s recent

global campaign theme “ What are you crazy for? ”, based on the results
of the situation analysis (see below). The primary targets of this
communications are the Chinese youth, the international employees of the
group and the Chinese post-modern woman & man. Secondary targets are
China’s major cities, fashion shows, local agencies.
We have investigated the possible launch of the Folli Follie in China, where
we will try to combine the Folli Follie’s “way of doing” with the local
Chinese market.

Our mission therefore, is to successfully introduce the brand, while

paying attention to the Chinese needs and expectations.

IMC Plan of FF Group. | 5

 4. INTRODUCTION

In his book (Fill, 2010), addresses IMC as an on the go process of

establishment and development by organizations. Recent technological
advances and the benefits of the Internet and its related technologies
have given new meaning in marketing communications and gave
managers a new reason to re-consider . As my Professor Mrs.
Gamaletsou notes “ International marketing communications is still
nowadays an area of importance to organizations operating in national
and international markets.” Of course that is a statement of great
significance and truth, but the real meaning of what is IMC and for what is
needed is argued by Delozier (1967). Delozier (1967), defined IMC as, “
the process of presenting an integrate set of stimuli to a market with
intent of evoking a desired set of responses within that market set and
setting up channels to receive, interpret and act upon messages from the
market for the purpose of modifying present company messages and
identifying communication opportunities”.

4.1 History and achievements of the company

Folli Follie is a Greek company which designs, manufactures and

distributes jewelry, watches and fashion accessories. The company offers
assortments in fashion accessories such as handbags, small leather goods,
belts and sunglasses. Following a philosophy of affordable, fashionable
luxury, the exclusively designed pieces add breadth to the company’s
identity and are now globally recognized amongst accessories brands. Folli
Follie established itself as a pioneer in the market when it introduced,
amongst its first collections jewelry creations made of silver combined
with murano glass.
Depending on the materials used (sterling silver, bronze, precious and
semi-precious stones) the company offers a wide variety of styles. Folli
Follie is a company, which designs, manufactures and distributes jewelry,
watches and fashion accessories was founded in Greece in 1982 by
Dimitris and Ketty Koutsolioutsos, to become today an international brand
and one of the most powerful Groups in Greece in the field of retail and
wholesale with brands that either owns or represents.
The launch of Folli Follie in the Greek jewelry market was followed by an
unprecedented success that convinced the owners to steer the brand
towards additional categories of fashion accessories and led the way
towards the brands international expansion through strategic shop
locations.

Folli Follie has a direct control of the company’s international

distribution network by vertically integrating the operations from
production to retail.

IMC Plan of FF Group. | 6

Today Folli Follie has presence in 25 countries with more than 380 points
of sale world-wide , including shops in the fashionable streets of London
Tokyo Paris Hong Kong, New York, Dubai, Athens, Beijing, Seoul and
Honolulu. In addition, Folli Follie has a strong presence in the travel retail
market with points of sale in numerous airports duty free shops around
the world whereas Folli Follie products are also available in flight in major
international airline. As far as Greece is concerned, Folli Follie has more
than 60 points of sale, amongst which stores in Athens and the
prefecture.

4.2 Mission

The company will mainly focus on entering and developing a

communication for entering and later establishing in a new foreign
market. This primary derives from Follie Folie’s corporate goal: “to identify
potential business development opportunities in the Asian markets and
specifically in the Chinese area”.

4.3 Objectives

 To earn a profit of 15 % in the second operational year in the


Chinese market


To have a first year market share of 25 %


Attract-Identify best local distributor/agents


Introduce to local & regional trade-shows, events


Recognize a potential database of customer buyers
To be recognized in the next 5-10 years as a global brand and be in
every country that we can

4.4 Philosophy

The Greek fashion icon, with mainstream and affordable products.

Created in special places for special shoppers, who shop for themselves

4.5 Design

A stainless steel base jewels and accessories, surrounded by gold or silver

layer.

IMC Plan of FF Group. | 7

 5. SITUATION ANALYSIS

It well-known that, a company is surrounded by an immediate

microenvironment of customers, suppliers, distributors, agencies and
competitors. It is also surrounded by a macro-environment of major
forces such as consumer trends, technological development, social,
political, and legal forces. These forces affect and moderate the behaviour
of all the actors in the market. Scholars often organise these forces in 5
overall categories (Kotler, 2012). In the 1980s, several other authors
including Fahey, Narayanan, Morrison, Renfro, Boucher, Mecca and Porter
included variations of the taxonomy classifications in a variety of orders:
PEST, PESTLE, STEEPLE etc (see Appendix A).

5.1 Luxury market insight

The Guardian, the UK newspaper noted that,” the outlook for the luxury
goods market has improved significantly in recent months, boosted by a
stronger-than-expected US and Europe rebound and surging demand
in China” (Business, Retail Industry, Tuesday, 3 May,2011). The article
claimed that “luxury sales rose 8% last year at constant currencies, up
from a previous 6% estimate. In nominal terms, global luxury goods sales
grew 12% last year, against a previous 10%.”, as stated by consultancy
group Bain & Co. The consultancy estimated luxury sales would grow 5-
6% in 2012 and 2013, led by emerging markets buyers and resilient
demand in Europe and the United States.
These data fact seem to have been verified by the KPMG Research ,
Department of Germany (resurgence-in-demand-for-luxury-goods, 2010).

Moreover, the demand is being driven by emerging classes of affluent

consumers, such as working women and financially stable youngsters.
(KPMG, 2010)

IMC Plan of FF Group. | 8

5.2 Chinese Luxury Market

With a booming economy and a middle class with growing spending

power, China is a prime destination for luxury goods companies. In 2009,
the Chinese luxury goods market was worth 7.1 billion EUR (US$ 9.4
billion). Even during the economic downturn in 2009, the country’s luxury
sales grew 20 %, and are further estimated to have grown 30 % in 2010,
to reach 9.2 billion EUR (US$ 12.2 billion), as per Bain & Co statements.
Moreover, by 2020, China is expected to be the world’s largest luxury
goods market, according to a forecast by Asia Pacific-based brokerage
firm CLSA (KPMG.com, 2012).

5.4 Competitors

Swarovski
In 1895, Swarovski financier Armand Kosman and Franz Weis founded the
Swarovski company, originally known as A. Kosmann, Daniel Swartz &
Co., which was later shortened to K.S. & CoThe Swarovski Crystal range
includes crystal glass sculptures and miniatures, jewelry and couture,
home decor, and chandeliers.

Li-La-Lo
H Li-LA-LO is a Greek company that opened its first store on June 7, 2001
in Glyfada. Following the success of the first store followed by another 13
stores.

Loisir
Loisir is a brand of Perideo S.A., The main headquarters are in
Thessaloniki, Greece.
Loisir is a young, joyfull and glamorous brand, friendly and fashionable.

OXETTE
Was founded in 1998 and quickly became one of the most popular brands
in the global market of jewelry, watches and accessories.

AGATHA
Iconic French fashion jewellery brand, with over 300 AGATHA Paris
boutiques worldwide. It was founded by Michel Quiniou, just over 36
years ago in 1974.

Tomas Sabo
The story of the company started in the 1980s: in 1984, the jewelry
enthusiast and self-made man Thomas Sabo set up his own jewelry
company with its headquarters in the historical town on Lauf an der
Pegnitz in Bavaria.

IMC Plan of FF Group. | 9

5.5 Chinese domestic luxury brands

Local Chinese brands have been evolving rapidly. In the past few years
they have been able to pick up successful retail strategies from foreign
entrants, establishing themselves in good location. Although they do not
yet possess global visibility, within China itself, home-grown brands are
becoming a source of “pride” and a badge on the country’s emerging self-
confidence.
There are some brands, which are perceived as being luxury on a local
scale. Such brands include Goldlion (a once exclusive brand that was
made more accessible in recent years), other jewelry brands like Chow Tai
Fook and Tse Sui Luen. Furthermore, some international brands are also
located in China, like Ports International. Ports had won publicity in
fashion magazines such as Elle and In Style in 2005. TIME magazine
included it in “ best products for 2005”, alongside with well-known names
such as Tod’s, Louis Vuitton and Channel.
Similarly a few truly domestic luxury brands have emerged as being
“luxurious”. These two are LaVie and ShanghaiTang.

5.6 Cultural and Social Background

Culture, subculture and social class are particularly important influences

on consumer buying behavior. It is a fundamental determinant and can be
conceptualized as “the meanings that are shared by (most) people in a
social group and can be though as the blueprint of human behavior
(Kotler, 2012). Furthermore, the Hofstede model aims to offer a
substantial help towards the above understanding. Mooij and Hoftede
note in their research ( Mooij, Hofstede, 2010), that cultural values should
be viewed as an integrated part of the consumer’s self and not as an
environmental factor.

Life style and Values

People from the same subculture, social class and occupation may live
quite different lifestyles. In that sense core values, are trans-situational
goals that serve the interests of individuals or groups that act as guiding
principles in consumer’s lives (Kotler, 2012). As an example of
observation, we could say that Chinese are more sensitive to social
values, in comparison to the Greek that tend to estimate personal values.
Moreover, in the luxury section Chinese and Greek women have more
similarities rather than differences. Greek women though prefer larger
sizes and more extravagant because of their silhouette and mentality, in
contrast to Chinese women who prefer smaller size accessories due to
their taste and analogies. In China they value more gold and strass, as a
material.
In Greece, handmade and traditional combinations with impressive mixes
are wanted, for example the K Collection of Folli Follie is very famous in
Greece.

IMC Plan of FF Group. | 10

Cultural differences and similarities

Societal characteristics of China & Greece based on Hostede model:

Power Individualism/ Masculinity/ Uncertain Short/long

distance Collectivism Femininity avoidance orientation
China large Collectivistic Feminine strong long
persons society
Greece small Individualistic Masculine low short
persons society

Type of personalities:

 Easterners – “believe in the continuous shaping of personality traits

by situational influences” (Hofstede,2005)

 Westerners – “describe oneself and others in terms of abstract

characteristics” (Hofstede,2005)

Personality and attributes:

Based on the commercial cross-cultural brand study of [Grocus (2004), in

De Mooij (2010)], which found that “companies that own global brands
want to be consistent in their messages worldwide, but consumers
attribute personalities so such brands that fit their own cultural values, not
the values of the producer of the brand”, I have created the table below,
for the sake of measuring the similarities on global brand perceptions on a
national level scale – demonstrating the cultural impact on brand
perception.

A number of Brand Perceptions of Global brands

Friendly Prestigious Trustworthy Innovative
& different
Power high China China
distance
low Greece
Uncertainty high China
avoidance
low Greece Greece

The above preferences are modified in time by the effects of

advertisement, therefore the most widely acceptable model would be
Fishbein behavioral intentions model.

IMC Plan of FF Group. | 11

 6. SEGMENTATION AND POSITIONING

The positioning decision often means selecting those associations which

are to be built upon and emphasized and those associations which are to
be removed or de-emphasized (David D, Aaker, 2001).
Aaker notes that, there are six positioning placements: by attribute, by
price/quality, by respect to the use or application by product user, with
respect to a competitor and respect to a product class.
Kotler (2012), argues that a market segment consists of a group who
share a similar set of needs and wants.

6.2 Folli Follie Target Audience

The firm’s focus is at a defined target group, as the 80 % of their target

group are women aged between 20 and 40 years old. It’s the woman that
does not have the money and the financial background to buy for example
“the bag which costs 2000 euro”, or the watch which it is priced with 5000
euro”. She is the medium-class woman, who works hard in order to make
her money and want to own her money in order to spend it as she
prefers. She’ s the woman who offers her cut in the family budget, but
also wants to be trendy, without being forced or needed to spend “a little
fortune” on gift or a renewal of her-self. They attend the modern woman’s
characteristics. They do not try to fit their audience to closed-social, class
and status attributes, but they maintain a broader picture.
For example, a female customer of Folli Follie, could also be a lady who
has money and wants to do a trending down. This case of customer is
often seen in Greece these last years, due to the economic downturn.
However, a girl who wants to make a gift to her boyfriend in a logical
price is also considered to fulfill their audience characteristics
(Kasidiaropoulou, 2012).

6.3 Profiling the Chinese consumer

Though luxury consumption is growing, for most the still dominant social
idea is still prudent consumption and undertaking no more than you can
perform. Emerging Chinese middle-class will continue to save more than
they spend. On the contrary Chinas younger generation of teenagers, the
twenty-something show less caution on saving than their parents and
grandparents and far more inclination to spend than to save. Chinese
consumers tend to buy luxury goods, as a way to reward themselves for
their success, or as a token advertising their wealth. Chinese women
seek a more accessible, inclusive form of beauty. Chinese seek Chinese
faces and admire status, power and expertise. Features that stick out are
not generally perceived as attractive and attainable. They want authentic
products, but still are price-conscious. The “mall-culture” is adopted as a
leisure activity. They have a strong preference on purchasing products
overseas (KPMG, Consumer Markets, 2012).

IMC Plan of FF Group. | 12

 China’s unique characteristics
Brand Perception of Abandoning Shopping for Traveling
awareness Beauty Counterfeit pleasure enthusiasts
goods

6.4 Key International segments

 New luxury shopper:

Represent a range of different customers including celebrities,
entrepreneurs and business people. They are newly rich – very
often first generation in their family and tend to be younger than
traditional luxury shoppers. Aged between 20 to 40 and younger
than those in Europe and U.S. Willing to spend greater proportions
of their income to luxury goods. Are optimistic about the future and
less concerned about saving for their old age, can afford to suit
their lifestyle.

 Empowered women:
Until recently 90 % of luxury spending in China was dictated by
men. Today, women in China are starting to gain economic
independence and are reaching a point where they have money of
their own for spending on luxury products. The modern female
luxury shopper includes the business woman, the celebrity and the
newly independent wife. A research of global trends by the Luxury
Institute, identified a move to more women purchasing luxury
goods.

 Little emperors:

The most conscious consumers on China. They are the children now
entering their teen years and early adulthood (the generation
resulted from the one-child policy) is evidenced in the larger urban
centers were the policy was strictly enforced. Their difference with
Westerner’s children is that they have six sources of disposable
income, with parents and grandparents all contributing to meet this
one child’s every need. Bangkok Post Business studies in 2006, had
estimated that half of the typical urban Chinese Family’s disposable
income was spent on, or by its youngest members.

IMC Plan of FF Group. | 13

 7. BRANDING AND IDENTITY

Baumgarth. C (2010), notes that “The Brand” is not an internal concept.

He claims that the results of branding do not derive from accumulated
brand awareness and personal brand images stored in consumers’ minds.
“Brand identity” he says may belong to the company, but “brand image”
does not. He conceptualizes the general concept of the branding process
and brand orientation, as a specific type of marketing orientation, which
is” distinguished by high relevance accorded to branding by top
management”.

The brand image:

- logo used only for limited and official communication.

- orange as color, is a positive color commonly associated with
amusement, the unconventional, extroverts, activity, taste and aroma,
the autumn season. In Asia, it is an important symbolic color
of Buddhism and Hinduism.
- typography: the calligraphy letters used in the logo, represent the
cultural similarities of Greek and Chinese language and culture, but also
the letters design patterns on both languages, portraying the same style
and esthetics.

Brand facets, source: Fill (2011)

Physique Control brand building and

distribution(example jewelry)
Personality Outgoing, fancy, crazy, chic
Culture Global, exclusive quality, trendy
Relationship Affordable, fashionable
Customer reflection For young people and stylish women
Self image Strong connected, attached to the
brand

7.2 Positioning statement

The Foli Follie brand is for modern trendy women between the age 20-40 ,
who are independent and want to look beautiful without spending a
fortune for her style. The competiveness of the brand stands for
affordable luxury, it is in the middle of the luxury impression map, offering
fashionable, stylish products in excellent quality and prices.

7.3 Value preposition

Folli Follie is unique, because it offers to today’s women the chance to be

beautiful, desired, chic and trendy. Unlike what other companies offer,
except Swarovski, they do not have the international distribution network
of Folli Follie, which makes the company’s products more accessible and
easy to find.

IMC Plan of FF Group. | 14

 8. COMPETITIVE POSITIONING

8.1 Mass luxury positioning

They place themselves in the middle as Mrs. Kassidiaropoulou reveled to

the interview, and by this they mean that they are not perceived neither
as an accessorise nor at the level of Cartier. The vast majority of their
products, nearly 80 %, has a medium price from 100 euro up to 200 euro.
A key factor to this element, is the company’s correspondence to the
customer needs, due to the economic difficulties. In this positioning they
can have a short to long term fluxuating price policy, without losing
neither customers nor brand perception attributes. This happens mainly
because when you are not a high-end branded product, like L.Vuiton for
example, the price variation does not affect so much the perceived quality
of your customers immediately, something that cannot be said in the case
of LV.

8.2 Distribution and Manufacturing network

Folli Follie has established a large international distribution network in

many countries and constantly tries to expand it. It has a vast number of
retail stores in upscale areas worldwide, which are designed by the
company.
All Folli Follie products are only found in their shopping network.
An exception to this are bags that can be also found elsewhere, due to
their high seasonality to be maintained in their stock.
Every detail in the stores from the floor, lights, sofas, etch are designed to
meet the needs and comfort of the consumer. Their sales personnel is
nicely dressed to the company colors, in order to meet up with brand
perception, wearing all the same clothing.

IMC Plan of FF Group. | 15

 9. MARKETING – COMMUNICATIONS OBJECTIVES

Effective marketing communications should accomplish four things:

establish a connection, promise a reward, inspire action and stick to the
memory (Kotler, 2012). Marketing communication objectives should be
set at any level of hierarchy. Kotler (2012), states that Rossiter and Percy
identify four possible objectives:

 Category need
 Brand awareness
 Brand attitude
 Brand purchase intention

Objectives, are important to clarify and set an objective set of targets,

that ought to be achieved by our planned actions. They exist in three
main levels:

 Corporate: shareholder wealth maximization achieved through

higher profits and constantly increased sales.

 Marketing: A successful introduction of a new brand in a new

market. During the entrance to the new market of China, Folli Follie
is not expected to be a profit generating commercial brand. It must
first be presented to the Chinese crowd, so that they can
acknowledge the brand’s capabilities and standards.

 Marketing Communication activities are a vital part in achieving the

above and have to be coordinated with the company’s overall
activities (production, sales, and purchase).

 Strengthening the relationship with the Folli Follie brand

 Increase consideration when planning new seasonal arrival,

enforcing the “what’ new?” mentality of Chinese people.

 Reach target market as full as possible

 Rise customer awareness for company’s new branded products

 Being a new brand with new products in a new market, our prime
objective is to educate them in our quality standards reassuring
them with the fashionability, trendiness of our design.

IMC Plan of FF Group. | 16

 Communications should motivate consumers to search more
information about the brand, via website-brochures-visit of local
partner and dealers-online order.

 Folli Follie should be considered as full and valid alternative to high-

end traditional luxury goods

 Targets should be enthusiastic and exited about the brand and

spread social buzz/ WoM.

 Ultimately communications should lead to purchase, by turning a

higher percentage of store visitors into sales.

If all or some of the objectives can be met, it will be shown in post

campaign analysis and research. Considering the performance of
the company in other markets sales, the first year goal should be
set near 10 to 12 %, of the Asian regional sales, which are
estimated to be half of the overall sales (FF Group Presentation,
Investors Relation, 2012).

IMC Plan of FF Group. | 17

 10. MARKETING – COMMUNICATIONS STRATEGIES

Formulating the communications to achieve the desired response will

require three variables: what to say, how to say it, and who should say it.
(Kotler et al, 2012).

10.1 Message strategy

In determining the message strategy, management searches for appeal,

themes or ideas that will connect with the brand positioning and help to
establish points-of-parity or points-of-difference (Kotler, 2012).
The main message of Folli Follie is “ What are you crazy for? ” focuses on
the needs and the desires of young modern independent women. The
women who know themselves and want to express their beauty in a social
or an ego-satisfactory manner.

10.2 Creative strategy

Unique selling points should be emphasized and barriers to purchase must

be weakened. In early promotion the focus should concentrate on
educational and awareness aspects, whereas later we can focus on
creating excitement and underline certain benefits.
The tone of voice should be lust, modern, intelligent. It would be useful to
create different executions to target one of the three mindsets identified
in the target market and emphasize their reason to buy.

IMC Plan of FF Group. | 18

 11. INTEGRATED PROMOTIONAL MIX

11.1 Promotion - Brand Ambassador

By selecting geographical areas with good safety, reputation and

demographics we will promote the discounts.
By hiring the Asian top model-actress Gei Lai, the discounts and the crazy
for program can be vastly spread through word of mouth to all Chinese
women and their social network. Luxury brands like Folli Follie are used to
celebrity endorsement for presenting their messages to the public. In her
studies Amanda Spray et al, 2011, notes that celebrity endorsement
generates greater recall for both the endorsed brand and the
advertisement. Folli Follie uses as brand ambassador, for the international
campaigns the Asian top-model and actress Geli Lai, who is very popular
and established figure not only in the region but also international. Geli
Lai is raise in America but her ancestors origins come from China and
Vietnam.
The ambassador will participate in at least 3 events/per year and a
philanthropic event by a Greek organization. She will also take part in
experience events such as fashion weeks, store shopping, etc.

11.2 Newspaper

Placement is a very important key here. Smaller ads that are run
repeatedly perform better than larger ads run less often. Here, Familiarity
equals Trust. Our focus is on lifestyle and economic newspapers. A direct
response a will be written, so that it can grab attention, interest and
desire to provoke immediate action. Copy-writers will focus the reader to
“get up, go to the store and experience the brand and product benefits.
The direct response should: 1) Create desire by offering benefits, to needs
and emotions, 2) Simulate interest by touching human emotion, 3)
Capture attention through design, size, place and time, 4) Investigate
actions by making the “offered solution” highly desirable yet affordable
and easy. The highly read magazines of our target are STATUS, FREE,
, VOGUE, MARIE CLAIRE, LIPSTICK, GLAMOUR, COSMOPOLITAN,
LUCKY, HELLO!, ΕΓΩ, LIFE & STYLE.

IMC Plan of FF Group. | 19

11.3 Television

We will increase the awareness of the “What are you crazy for?” campaign
through TV commercials also by showing our newly designed
website/web-store with emphasis on our social presence, allowing for the
interested visitors access to information. This will result in higher web
traffic, more frequent store visits and sales. The highly watched channels
are to our target are Star, MTV, Alpha, Mega, Antenna, CCTV 4, Jiangsu
TV, Dragon TV, Hunan TV, Jiangsu TV. The global TV campaign of FF
“crazy for you” is very influential and memorable being in the top of mind
positioning of consumers, as the message and design is remarkable and
easy remembered.

11.4 Magazines

Advertisement in magazines offers a better reach of our targets, customer

education about our products and services. It is the friendliest medium in
order to make a luxury purchase. The cost varies from vendor to vendor
(for example a page ad to the American Vogue costs approximately
200.000 USD, with a reach of 100m people, Kasidiaropoulou 2012).

11.4 Internet

Nowadays, the technological trends show that Facebook, Pinterest

Myspace, Google, Fashion blogs and Youtube are very popular among
female users. In these websites we focus on internet ads placement. Also
luxury sites like luxist.com would be a useful tool since it attracts
consumers interested in purchasing.

Facebook: Due to it’s high traffic and active members w will reach a wider
audience. Ads on facebook allow easy targeting of users in our young age
of 25-35. The segments can be watched more closely and categorized by
age, sex area, etc, making it easier to reach the preferred market
segment. It also offers a great feedback letting us narrow the future range
of market interests, something that would allow us future savings on
costs, research

Google: reaches the biggest percent of internet users and is the first ad
network. We gain more qualified leads at low cost boosting ROI and sales.
We also gain ad feedback, in terms of placement.

IMC Plan of FF Group. | 20

YouTube: More than 300m users with international cover and
demographics. Its age range of users, covers our targets. We will get
viewers and visitors categorized by what they watch or want to watch.

Creation of a video contest – users will upload video to a featured page of

our channel demonstrating their favorite FF accessories
(watches/jewels/bags) saying why they like it and in what
situation/location/events would they put/bring it. The videos with the
most views would be chosen and one will win 10.000 euro check for
company related products. This would create a video buzz surrounding our
main page and raising our product views and brand awareness (see
Appendix C).

IMC Plan of FF Group. | 21

 12. TIMESCALE AND RESOURCES

One important notice that should be mentioned is that marketing

communications should start before the brand has entered or products are
launched, so that full potential is achieved. All the necessary Departments
need to conduct regular meetings to tune in an integrated strategy.

Tactical Calendar – Communication mediums

Medium Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
Brand
ambassador
Newspaper
Television
Website
Magazines
Internet

12.1 Budget
Our budget will be allocated and the larger proportion, about 50 % will be
spent on promotions, due to the preference of our target, which likes word
of mouth and events. The next 30 % is decide to go to TV and advertising
The other 10 % will be spent in Print Advertising (direct, mail, magazines,
flyers, etch). Finally, the last 10 % will go on Internet marketing.

IMC Plan of FF Group. | 22

 13. EVALUATION AND CONTROL

Fill (2011), proposes that, “the role of marketing communications budget

is the same weather is multinational, trading in numerous international
locations, or a small manufacturing unit on an industrial estate outside a
semi-rural community. Both, want to ensure that they achieve the
greatest efficiency with each dollar/euro/pound they allocate to
communication activities. Neither, can afford to be profligate with scarce
resources, and each is accountable to the owners of the organization for
the decisions it makes”.
As for the matter of Evaluation he says that, “All organizations review and
evaluate their performance of their various activities.

Considering the large target group of the brand, the high net deficit, the
increasing expenses of first year’s communication, and the medium-rate
projected sales figures, a budget of 7 million Euros, over a three year
campaign should be appropriate. Moreover it is proposed to reallocate the
budget recommending, a 4m euro spent in the first year, 2m in the
second and 1m in the third. This way our launching period has more
chances of integrating and successes.

IMC Plan of FF Group. | 23

 15. APPENDIX

A] PESTELE Analysis

Political  Greece changed policy Legal  European guidelines for


about luxurious raw materials


product categorization China: strict regulations
Unstable governmental concerning advertising &

 
environment in Greece language
Authoritarian Competition and quality


government policies in assurance law

 
China employment law


IPR/Counterfeit policies Transfer pricing

 
Free transfer zones


Economic Recession led to less International Vat taxonomies
available and Luxury goods surplus

 
disposable income taxation


Greek wages drop Good distribution channels


significant World trade agreements e.g.


Chinese people grasp further expansion of the EU


economic power and Migration flows


parity Customs policy
High Greek Taxes
 

Social Increased Chinese Markets Community groups
Cultural awareness on thyself Not affected by the crisis

 
and beauty long-term
Younger ages Consumers are more money


becomes more luxury spenders than savers


brand and design Many niche markets to focus


oriented Rapid change of Consumer
Western civilization Behaviors
mixes with eastern

 
typologies
Competitors Absent of strong local Ecological Increased concern in


competing brands recycling of damaged/end of


4-5 International use goods

 
competitors Use of eco-friendly packaging
Many high-end Overall community action
designer brands in the upon environmental issues
market
 

Technological China has strict rules Demographics Aging European Population

 
about the internet Younger ages in China
Greek are Highly education rates in both


technology/gadget counties


oriented Both population it is gathered
Both are Social media mostly in 2 major areas/cities
active

IMC Plan of FF Group. | 24

 B] Action Plan

Folli Follie Group YEAR 1

Marketing
Communication 1 2 3 4 5 6 7 8 9 10 11 12
Activities

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Microsite/Blog Integration to main site

Internet

Online advertising, bannner advertising on fashion blogs/sites, style/fashion

magazines, online meia sites (Guarddian.co.uk)

Awareness
Direct mail mail Launch mail Newslleter

TV
TV Campaign
Actual lunch in China

Print advertising in press and

Print magazines

Outdoor Outdoor and billboard ads

Other:
- Promotions 1000 euros discount off for the first 100
Fashion show and Exibitions Offer prouducts as prize to beauty
- Public Relations buyers
contests and similar activities
- Personal Selling
- Sales promos

Press releases and new product

Launch of intensive PR activities
announcements

Staff training and

Dealer activity, Personall selling visits for corporate gifts
Dealer launch pack

Evaluation Begin of
Evaluation - Testing
post test

Cost 500.000 1.500.000 750.000 750.000 500.000 500.000 500.000

Year total: 5.000.000 Euro

IMC Plan of FF Group. | 25

 C] Media Plan

Medium Principals/Characteristics Media channels

Folli Follie target
Type of media Benefits Disadvantages group
  Time consuming/high

TV broadcast: Large/mass audience, -ITV


National low cost, generate cost -BBC
 Channel hoping

Cable awareness -CNBC
  Limited info content

Satellite Highly visible, strong -mega
Regional impact  No good target -Antenna
 All senses focused selection -Fashion TV
 Strong image brand  Short life-cycle of
 Sponsorship/product images
placement synergies
Radio:  Low air time, high cost  No visual stimuli -Virgin FM
 National  Production flexibility  Luck of -MTV/mad
 Local  Target selective audience persuasiveness
 Environment
distraction
 Poor signal
 Very limited
information
Press-Newspaper:  Selective readers, broad  Small impact -Times
 Regional acceptance  Low image/printing -Guardian
 National-daily/weekly  Direct response layout -New York post
 Weekend  Geographical selection  message noise
 environment
distraction
 Short life-cycle
Magazines:  Highly selective (women  Too much colored - Vogue
 National/International/wee fashion magazines) details -Elle
kend  High cots  Crowded messages -Madame Figaro
 Men’s/Women  Prestige/credibility  Only visual
 Monthly/Consumer  Actively read stimulation
 Good image quality
Posters:  Broad audience  Creative limitation -Xong Kong
 Billboard  High frequency  Low audience activity /Athens airport
 Airports  Brand differentiation  Short exposure time -Congested traffic
 Buses/taxis  Strong single messaged  Only simple zones
 Outdoor/Shopping areas impact messaging
Internet:  High interactivity  Too much relay on -Fashion web sites
 Web search  Technology oriented SEO -Link to Amazon
 Web page targets  No segmented fashion novels,
 E-mail  Large audience audiences Google ad-words,
 Social media  24/7  Many Imitations fashion blogging
 Direct response/ low cost  Limited visual effects
 High information cont in terms of actual
product

IMC Plan of FF Group. | 26

Source: FF Group Presentation Booklet – Investors relations, October 2012

IMC Plan of FF Group. | 27

Source: FF Group Presentation Booklet – Investors relations, October 2012

IMC Plan of FF Group. | 28

Source: FF Group Presentation Booklet – Investors relations, October 2012

IMC Plan of FF Group. | 29

Source: FF Group Presentation Booklet – Investors relations, October 2012

IMC Plan of FF Group. | 30

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