Marketing Communication Plan for Kiara Designs
By [Your Name]
This report serves as a digital communication plan for a fictional fashion retailing brand named, Kiara Designs. This plan will help marketers achieving organizational goals of Kiara based on information at hand regarding online marketing and shopping trends in Pakistan.
Throughout this report, it is made sure that the digital marketing goals suggested to the brand are:
Established back in 2013, the brand Kiara Designs fall ...view middle of the document...
Industry professionals who are not only catering to the market needs but are also empowering women.
To promote Women Empowerment & "Made in Pakistan" globally.
Fashion with a cause, as every dress we sell can help change a woman's life! Khanz is not just about, Fashion it is socially-conscious fashion.
Promote Pakistani Culture
Help Women to empower them
Art for cause
Fashion in Pakistan
Crafts for Women
Hand Made Embroidery Design
Digital Landscape of Pakistan
Before moving further to the communication plan for the brand, it is necessary to have a quick review of digital landscape of Pakistan so as to get a clear idea about the target audience and key platforms for brand promotion.
* As per recent research, it has been identified that out of total population of Pakistan, which is approximately 190 million, 36% of people live in urban areas and 64% of people live in rural areas (Anderson 2010).
* A total of approximately 32 million people use internet in Pakistan. Out of the total internet users, 80% people are from urban areas and 20% are from rural areas (Anderson 2010).
To better understand the above-mentioned stats, refer to the diagram below:
Figure 2: Digital Landscape of Pakistan
Out of various social platforms around the globe, Facebook, Twitter and LinkedIn are some key social platforms used in Pakistan these days. The stats of online users engaged with these platforms are illustrated in the diagram below (Anderson 2010):
Figure 3: Key Social Platforms
Trend of Online Communication in Pakistan
It has been identified that more or less 60% of the Pakistani users like to interact with brands via online platforms. This percentage signifies that one among every 5 users makes a purchase influenced by digital branding (Anderson 2010).
Figure 4: Online Communication Trend in Pakistan
Makes a purchase influenced by
60% of users interact with brands online
Which sums up to roughly around 21 Million
SWOT Analysis of the Brand
Strengths are the current positives in the brand’s digital footprint (Fill 2002). Kiara’s strengths are:
* Premium Products
* Brand demonstrates Pakistani culture
* Fulfilling CSR by helping Women
Weaknesses surveys areas lacking in the brand’s current digital mix (Fill 2002). Kiara’s weaknesses are:
* No website presence
* No engagement with consumers
* Poorly managed social channels (Facebook and Twitter)
Opportunities list the available openings your brand could venture into in order to upturn digital standing (Fill...