Individual report title: As a marketing executive, you have been asked to develop a 6-month marketing plan to boost ETRO fashion brand (the analysis will have to focus on the Ready-to-Wear and Leather Goods activities). You will work by group of 2- 3 students during the Research step (primary research) and propose an individual reflection and recommendations based on the outcomes of your research. https://www.etro.com/ REPORT GUIDELINES Word count: 2000 words (excluding tables, diagrams and appendices) However, it is necessary to make a reasonable usage of the appendices. If too many important information needed to a clear understanding of the analysis were put in the Appendices, a penalty of 10% on the whole grade would be applied. Similar penalty would be applied in case where the tables would include too much text. 1. Undertake research into the marketing environment and customer perceptions towards the brand • This should include a strategic audit of both the macro and microenvironments of ETRO. 2. Develop a 6-month marketing plan for the relaunch of the brand As a minimum the plan should include: • SMART objectives for the duration of the plan • A justified STP strategy • A clearly defined branding strategy (traditional and innovative media) with suggestions • A well-argued plan for the marketing mix activities with a strong focus on communication INDIVIDUAL REPORT STRUCTURE Personal Cover Page (facultative, not included in the word count) IM Cover Page (not included in the word count) Individual Plagiarism declaration (not included in the word count) Executive summary (not included in the word count) An executive summary is very important as some readers with short time may only read this part. Write it last, being sure to include a summary of all parts of the report. Table of contents (not included in the word count) 1. Context / a. Brief brand presentation b. Overview of the Luxury RTW market c. Research problem (highlight the main issue to be solved) 2. Research to be conducted (ATTENTION, 2.a et 2.b do not need to be included in the body of the work but in the Appendices) / a. Retrieval of the Quantitative research (Online survey…) (placed in APPENDIX) b. Qualitative research (placed in APPENDIX) – Store/Customer observation – Interview of people who could bring a better understanding to the analysis c. Finding of the results to support the research problem (placed in the BODY OF THE WORK) 3. Analysis a. Definition of the Target according to the collected data. b. Competitive mapping. c. Offer according to what have been observed in the stores and on the e-shop d. Communication. e. Distribution. f. SWOT 4. Operational Strategy. a. Marketing objectives b. Digital Marketing Objectives c. RACE framework d. KPI of the marketing campaign e. Budget of the marketing campaign f. Recommendations about the communication strategy to be implemented g. Conclusion Referencing list (not included in the word count) A list of References that are used to collect information; all the referencing should be done according to the Harvard referencing system. One of the purposes of referencing is to enable others to find the information that you have used in your assignment.
