IMC Project Plan

Brand: Baleno
115004 Zhang Xiaoyu
Background ❖ Acquired by
Texwinca( 德永佳 ) in
1996
❖ Currently operates
est. 5,000 stores
❖ Key markets in
mainland China,
Hong Kong,
Malaysia, Singapore,
etc.
❖ Target Group: 18 - 40
❖ Products: Simple
Casual Wear

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Background & Why?
Baleno parent TEXWINCA Limited reported earnings as of the end of March...

Group's total
revenue
10% of decreased by
HK$668
million profit
shops in the
greater China 12.4% to represents a
area closed HK $ 9.86 9% drop
billion

Baleno is amid crisis, appropiate actions are needed to

(1) boost sales and (2) consolidate Baleno’s image as a
local brand! 3
Baleno SWOT Analysis
Strength Weakness

● Constant and sufficient stock supply ● Unclear brand image

● Excellent inventory control with production ● Lacks representative product Inconsistent
line use of Baleno logo creates confusion for
● Relatively more attractive price than customers and lower brand identity
competitors

Opportunities Threats
● Young generation focus more on product ● Tough competition with other low-priced
quality over. their functions apparel
● Fabric and design of the products are ● Public favor foreign brands than local ones
getting more important than price
● Growing demand for casual wear and
people are looking for comfortable clothes.

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Consumer Analysis
YOUTH

“Brands are often used as symbolic resources for

the construction and maintenance of identity”.
Elliot and Wattanasuwan, 1998

Young consumers are much likelihood to be

influenced by materialism.
They tend to choose brand for personal
representation.
Acts of fashion products purchase lead to
their self-satisfaction and pleasure.

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Consumer Analysis
ADULTS

Inversely, importance of comfortableness

increases with age accordingly (Nam’s et
al, 2007)
Quality is becoming more essential in
making purchasing decision for mature
adult.
Research also shows that comfort value
increases with age.

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Intense Competition
Local Brands

❖ Giordano

❖ Bossini

❖ Esprit

Foreign Brands

❖H & M

❖ Uniqlo.
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 High Quality

Low Price High Price

Low Quality
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Target Audience

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Target Audience
Demographics Behavioral Psychologiclal

❖ Parents aged ❖ Have sufficient ❖ Enjoy a warm and

between 25-35 willingness to improve comfortable
living quality for environment to look
❖ Average household children for their clothes
income
❖ Do not expect a fancy
❖ Secondary education ❖ Used to reseach decoration but a
level or above clothes with high helpful and simple
quality with lower environment
price and apparel
proposing new
performance features.

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How?
Establish a new product line “Cotton Express”

Cotton Express
by Baleno

Cotton Express
by Baleno

Cotton Express
by Baleno

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Cotton Express
A premium experience of
cotton wear:
Green
Organic

Cotton Express
Comfortable
Convenient
by Baleno
Durable

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 Increase significant Connect the Causes
knowledge of Cotton both customers and
Express products Baleno cares about

Cotton Express
by Baleno

Boost product Educate Potential

reputation Customers

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Increase significant knowledge of Cotton Express products

http://www.baleno.com/cotton_express

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Increase significant knowledge of Cotton Express products

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Boost product reputation and create future and repeat purchase

Sponsoring famous parent bloggers……

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Boost product reputation and create future and repeat purchase

❖ Online "Propaganda"

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Boost product reputation and create future and repeat purchase

Coupons, Coupons, Coupons!

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Connect the Causes both customers and Baleno cares about

To hold a donation campaign with

Kay
Tse

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Educate Potential Customers

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Educate Potential Customers
❖ Advertorials

➢ Organize some interviews with few magazines such as Eastweek (Style),

NEXT Magazine (NEXT 3.0 - CloseUp) and New Monday (Fashion), etc.

➢ Inviting the head of R&D and design department to do the interview, the
background information and message of using organic cotton will be
clearly explained

❖ Salespersons Training

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Plan Schedule
Donation Campaign

Online Propaganda

Advanced Propaganda

Coupons

Curate Social Media

Content Marketing

Salesperson Training

Blogger Sponsorships

Traditonal Advertising

Advertorials

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

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Budget Items
Items Cost
Establish Theme Website and related social media vehicles $70,000

Online Banner Ads $120,000

Paid Commenters $80,000 (around 160,000 to 300,000 comments)

Internal Training of Salespersons $10,000

Newspaper Ad $700.000

Bloggers Sponsorship $100,000 (4-5 renowned bloggers)

Content Marketing (Outsourced) $600,000

Search Engine Optimization $100,000

Advertorials $360,000

Celebrities Involvement $100,000

Total $2,240,000
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Evaluation
Behavioral evaluation

❖ Sales Figures

➢ Analysis of sales figures

➢ Comparison of sales figure before and after launching of campaign
➢ Determine whether sales is being boosted by certain method we
advertised the product.

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Evaluation
❖ Redemption rate

➢ Baleno can collect the coupons back, and compare the redemption rate
with the total number of coupons given out to consumers.

➢ If the redemption rate is high, it represents the promotions are effective.

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Evaluation
Online Evaluation

❖ Social Listening

➢ Testing average dwell rate, dwell time, length of engagement, response

rate of the Cotton Express-related sites.
➢ Number of “like” and “share” of the photos and other related content
items
➢ Data from different forums to examine prevalence of discussion about
Cotton Express
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Thank you!