Business Case Study: Planning Integrated Brand Promotion

Business Case Study: Planning Integrated Brand Promotion

Introduction

            The business entails advertising and promotion for the brand of Victoria’s Secret Company. The advertisement and promotion were to be done through a concert that was to be organized by Victoria’s Secret Company, aiming to raise money for Breast Cancer Research. The company has put together an event that connects their brand with consumers. The advertisement and promotion will help in selling tickets for the event. Victoria Secret Company is the main organizer of the event, and the key executives who were involved include C.B.S. that televises annual fashion shows and Victoria’s Secret models. The client organization targets to make money to help find the cure for breast cancer and also create awareness for the cause of this disease. The organization delivered the value of addressing the cause and treatment of breast cancer and also raised money to help address these issues. Victoria’s Secret Company intends to organize a concert centered at raising money to help in cancer research. In this pursuit, Victoria secret has involved some stakeholders like C.B.S. television broadcast, popular bands, fashion shows, and models who will assist in advertising and promoting their products to consumers and corporate audiences with a target to attract sponsorship (Business Case Study: Planning Integrated brand Promotion).

Point of View

The case study focuses on brand advertisement and promotion for Victoria’s Secret Company, intending to raise money to be used in research for breast cancer. The company plans to do this by organizing a concert where several stakeholders will be included to help in advertising, promotion, and sponsorship to ensure that the event is successful. The show will help market the company’s brand, and on the other hand, money raised through the sale of tickets and other donations will help in breast cancer research. The event being targeted is a music festival targeting the public as the primary audience. The music concert will link the company’s brand and consumers uniquely and compellingly (Business Case Study: Planning Integrated brand Promotion).

Time Context

Victoria’s Secret Company has been all along using advertisements in promoting its brand, which has not been working so well. This year they have decided to employ another means of marketing that goes the extra mile to help raise money for breast cancer research. This means that this year the company is a target to grow its sales through a unique and compelling brand promotion that targets a broad audience and number of sponsors/corporate audiences (Business Case Study: Planning Integrated brand Promotion).

Statement of the Problem

Victoria’s Secret Company faces the problem of brand promotion and advertisement. The current way of promoting their brands and publication seems not to be reliable, and now the company opts to try another form of brand promotion to increase sales. Another problem is the increased cases of breast cancer, and there is a lack of money to help carry out research that will help reduce these cases and also provide curative measures (Business Case Study: Planning Integrated brand Promotion).

Statement of the Objectives

The objectives of this case study are discussed under the SMART goal, which includes specific, measurable, achievable, realistic, and time-related objectives (Kelley, 2015).

1. Specific objective: To organize a concert that will help in brand promotion and raising money to help in research for breast cancer.
2. Measurable objective: Finding a reliable way that will connect the company’s brand and the consumers in a unique and most compelling manner.

• Achievable objective: To involve other stakeholders and partners to ensure that the event is successful through provision of sponsorships and other logistics necessary for the event.

1. Realistic objective: To plan an event that will effectively link the brand of the company and the consumers and, in the long run, help raise money for breast cancer research.
2. Time-related objective: The event took place within a year.

Each of the objectives was clear, specific, and measurable.  The objectives were considered to be achievable and were communicated to all.

Areas of Consideration (S.W.O.T.)

The analysis of strengths, weaknesses, opportunities, and threats will be useful in coming up with a suitable event that will help achieve the desired objectives (Thomas, 2011).

Alternative Courses of Action

Victoria’s Secret Company is attempting to host an affair to promote their brand and make money to help in breast cancer research. This will strengthen the brand of the company and also improve the health of people through research and creating awareness. The event might not be successful, and for that reason, the company needs to have an alternative to help achieve the objectives in case this fails. The company should look for several possible sponsors in that incase one sponsor fails to provide sponsorship, the others will be available to offer help. The sponsors should come from both the music industry, the health sector, and the business sector. The company must also have reliable promoters who will organize for the event in an honest manner. A music concert is coming in as an alternative for advertising to help market the products of Victoria secrets because it will cover a wider audience and achieve two goals at a go, that’s a brand promotion and raising money for breast cancer research (Business Case Study: Planning Integrated brand Promotion).

Strategy Formulation

The decision to organize for the event will be useful in promoting the company’s brand and, at the same time, raise money for research on breast cancer. The event is chosen to replace the usual advertisements and promotions because it is unique and compelling, and for that reason, it will attract a bigger audience. The solution is also chosen as it will achieve two goals at a go, which is raising money for breast cancer research and promoting the brand of the company, which will increase sales in return (Business Case Study: Planning Integrated brand Promotion).

Action Plan

The concert being organized by Victoria services will provide a long-lasting solution to breast cancer as it will raise money that will be used for research on breast cancer. The study will help in providing awareness, preventive measures, and cure to breast cancer. The concert will also help increase sales for the company’s products as these products will be promoted and sold during the show. This will increase revenue for the company (Business Case Study: Planning Integrated brand Promotion).

Conclusion

Marketing is done to help a company increase the sales of its products, but it can also be done to achieve other targets (Kelley, 2015). The case study provides an understanding that marketing can be done in various ways besides advertisements. Victoria’s Secret Company came up with a concert as a way to connect their brand and the consumers uniquely and compellingly. The concert was aimed at promoting the products of the company to increases sales and revenue in the long but also raise money to help in breast cancer research. This marketing strategy had two primary goals that would be achieved at the same time.

Reference

Business Case Study: Planning Integrated brand Promotion.

Kelley (2015). Cases in Advertising Management.

Thomas O’Guinn, Chris Allen, Richard J. Semenik (2011). Advertising and Integrated Brand       Promotion.