Integrated Marketing Communication Plan For Prada Essay

Integrated Marketing Communication Plan For Prada - Essay ExamplePradas daughter took over the leadership of the company in 1978 and with the help of Patrizio Bertelli, they transformed the image of Prada. Prada began to design classic handbags and by the 1980s, the Pradas designed outstanding fabrics that revolutionised the runway. This enhanced the companys image in the securities industry and in the 1990s, Prada became a force in the fashion industry (Prada Group, 2012). Prada invested in innovations for her designs throughout the 1990s and experimented with different fabrics to reach more customers. Prada has been expanding the range of products and expanding to different countries across world. Prada runs many boutiques across the globe and has expanded its products to include perfumes and the LG Prada mobile phone. Pradas shoes and handbags have gained much popularity across the globe. Prada holds regular runway shows as well. whizz of Pradas expansion strategies has been ta king over other companies such as Helmut Lang, Fendi, Church Shoes and Jil Sander (Prada Group, 2012). Target mart An organisations bearing foodstuff determines the most appropriates medium of communicating its marketing messages. Segmenting this target market enables an organisation to identify the most profitable category of potential and existing consumers (Smith & Taylor, 2004, p. 37). from each one segment of the target market has its own unique consumption patterns and needs. An effective marketing plan integrates these needs and consumptions. Segmenting the target market helps an organisation to allocate its resources efficiently and derive maximum benefits from each segment (Smith & Zook, 2011, p. 229). Prada designs high fashion clothes, handbags and accessories. The companys designs are displayed in major fashion shows and runways across the globe. Thus, the target market for Pradas designs includes professionals, business men and women, and celebrities. This target ma rket can afford to buy Pradas products. Demographic sectionalisation Demographic segmentation involves categorising the target market based on the demographic characteristics of consumers such as their social status, age, family size, occupation, level of income, education, nationality, religion and grammatical gender among others (Botha, Strydom, & Brink, 2005, p.66). Prada can segment its target market on gender and develop different marketing messages for men and women. Most of its designs are for women and thus, most of Pradas marketing resources should be geared towards women. Pradas customers can also be categorised based on their social status. Marketing messages should target individuals with high social status because they can afford Pradas fashion designs. The companys marketing communication plan targets customers from all nationalities. This is because the company has stores in different cities and countries and part of the communication will be online. Prada will targe t individuals between 20-50 years. Psychographic segmentation Psychographic segmentation involves dividing customers based on the lifestyles habits, interests, activities, opinions towards an organisation and its products and daily activities among others (Lamb, Hair, McDaniel, 2008, p. 242). Prada will focus its marketing messages to impulse buyers, celebrities, and successful individuals. These categories of consumers are likely to purchase Pradas designs for their politeness and social status associated with the designs. Behavioural Segmentation Behavioural segmentation invo