Situation analysis and integrated marketing communications plan : MONSOON, opening new markets in China

Abstract

This paper is based on an analysis of the China women's apparel market and is designed to establish the basis for an integrated marketing communications plan for MONSOON, a UK-based clothing retailer exploring options for opening stores in the China market. MONSOON currently does not operate in China but the size and growth of this market is very attractive to the company. The apparel market in China is growing quickly as people's living standard has improved and consumers have greater disposable incomes and are more fashion-conscious. National and international apparel companies have already entered the market and many have already built strong brands. Competition among clothing designers, manufacturers and distributors in China is intense, A long history and unique culture gives Chinese people different characteristics from those in other countries - even others in Asia. Political, legal and regulation situations need to be carefully considered in building a viable business plan for MONSOON. Even though the Chinese government has an open attitude towards clothing brands, MONSOON must be careful about their product designs and marketing plans if it is to profit from the venture. As a new brand, MONSOON's communication objectives are to build brand awareness, establish a good brand personality and gain customer loyalty. The IMC plan covers product selection, pricing, promotion and distribution strategies to help MONSOON enter the China market successfully.