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. 

www.academia.edu/4445055/Integrated_Marketing_Communication_Plan_for_Folli_Follie_Group

Article Integrated Marketing Communication Plan: Case study of Folli...