Executive summary

This report has discussed about the importance of promoting the products in an effective manner
in order to increase sales and revenue simultaneously. Generally, marketing is building a strong
bond between the seller and the customer in a market place or else in a market space. It is easier
for MIMOSA clothing to sell their new arrivals of work wear because they have already targeted
the premier ladies in modern society. MIMOSA can maximumly put up two bill boards in areas
of Colombo 03 as their shop located in Kolpity. By the way, public relation is a good way of
promoting by sponsoring for sports meet of leading girls’ schools and other cultural events of
reputed companies. Also, they can promote new clothing designs by sponsoring the social media
influencers because they have lots of follower base who likes to know about new fashion trends.
Also, they can provide attractive seasonal trade discounts and gifts to attract customer attention
easily. Hence, MIMOSA has the ability to use pull strategy out of three main communicational
strategies because this clothing store is well reputed manufacturers and retailers with good
customer service. Further, author of this report has explained that after implementing the
promotional campaigns it is compulsory to evaluate the progress of those promotional tools
using post-test methods because the new segment has launched to the market.
Table of Contents
Acknowledgment............................................................................................................................iii

Executive summary........................................................................................................................iv

Table of Contents …………………………………………………………………………………v

List of Tables and Figures..............................................................................................................vi

Figures........................................................................................................................................vi

1.0 Introduction................................................................................................................................1

2.0 Introduction to Marketing Communication...............................................................................2

3.0 Marketing Communication Objectives and the relevant Elements...........................................3

3.1 Personal selling......................................................................................................................3

3.2 Advertising............................................................................................................................4

3.3 Sales promotion.....................................................................................................................5

3.4 Direct marketing....................................................................................................................6

3.5 Public relation........................................................................................................................7

4.0 Marketing Communication Strategies.......................................................................................8

5.0 Evaluation of Communication Campaign.................................................................................9

6.0 Conclusion and Recommendation...........................................................................................10

6.1 Conclusion...........................................................................................................................10

6.2 Recommendations................................................................................................................10

References......................................................................................................................................11
List of Tables and Figures

Figures

Figure 1.1: MIMOSA clothing store ………………………………………………………………

1
Figure 2.1: Communication channel ……………………………………………………………...2
Figure 3.1: Billboard …………..……………….………………………………..………..………5
Figure 3.2: A seasonal sale …………….……………………………………...………………….6
Figure 3.3: A software application ……………..……………...………….………………..……7
Figure 3.4: Public relation conference ……………………………………………………..…….8
1.0Introduction

Today, marketing is something that every business should implement in order to increase sales of
their products in the long run. Therefore, marketing is one of the key aspects of a successful
business. This report is about the latest women’s work wear segment of MIMOSA clothing store.
Their aim to inspire the next generation of young women to be the best version of themselves
and experience the iconic online shopping in Sri Lanka with clothes at Mimosa (MIMOSA, n.d.).
Their success laid on the well experienced fashion designers, using of quality fabric materials
and checking for defects in detail, providing the best customer service and availability of door
step delivering from Colombo 1 to Colombo 15 areas for their valued customers. According to
this report, the first task explained what is marketing communication and has discussed about the
importance of the new clothing segment to the target market. Then the second task has identified
the promotional elements that are suitable to promote this segment and has related to the
achievement of organizational objectives. Next, the author has recommended the most
appropriate communication strategy in order to promote the latest women’s work wear segment.
Finally, the author has clearly mentioned some ways to measure the effectiveness of the
communication campaign once the clothing segment releases to the market.

Figure 1.1: MIMOSA clothing store

Source – MIMOSA, 2021

2.0 Introduction to Marketing Communication

Marketing communication use by businesses in order to convey promotional messages about

their products by designing different types of persuasive communication to the right receiver
through the right channel (Daniels, 2021). This concept of marketing communication starts from
paid media such as advertising to the media relations such as public relations. The marketing
plan of a large business organization might have several campaigns on multiple channels such as
advertising, sales promotions, digital marketing, public relation and personal selling which are
known as promotional mix under the concept of marketing communication. On the other hand,
small businesses use less than two communication elements or channels according to their
marketing budget in order to promote their products to the target audience. Thus, before
preparing the marketing plan a business should create marketing objectives and then should
understand that who are their target audience by using targeting strategies such as differentiated,
undifferentiated and concentrated strategies. For an example, if the business has segmented the
market as gender wise, then using the concentrated targeting strategy they can target either male
or female in the market respectively. After targeting the audience, the business should define
how their brand differ from its competitors through the consistent promotional message which
can be recognize easily by the target audience. This branding can be done through several

elements such as websites, software applications, social media platforms, advertising campaigns
and direct marketing campaigns effectively.
 Figure 2.1: Communication channel
Source – Lumen, 2019
MIMOSA is readying to launch their latest clothing segment called work wear for women where
they have segmented the market according to demographic factors such as gender and
profession. So, this clothing business can use concentrated targeting strategy because they target
only on ladies who are currently working and seeking for jobs in the market. Therefore,
MIMOSA can build up a better relationship by making their customers feel valued and
comfortable through effective communication while promoting the products (Chrisos, 2020).
Thus, the ultimate goal of this clothing shop is to make the working ladies feel like a comfortable
boss lady in the workplace. MIMOSA can show off their creativity of conveying the new idea
which will differ them from the competitors which is one of the benefits of using marketing
communication. If this business hires an actress or a famous model as their brand ambassador,
they can enhance the transparency through marketing communication in order to convince the
customers to keep trust on one’s brand. The next importance of using effective marketing
communication including the professional language, signs and symbols is that it helps to attract
specific target customers by eliminating the cultural barriers and language barriers respectively.
3.0 Marketing Communication Objectives and the relevant Elements

A good marketing plan is consisted with marketing objectives which are smart that state the
expected outcomes in a specific manner. Following are some objectives such as;

a) Increase sales by 30% at the end of the year 2022

b) Introducing range of products for working women under one roof.

c) Retention of loyal customers in the long run.

d) Promote online shopping after two months of launching the new segment.

e) Increase the brand awareness among potential customers in the target market.

3.1 Personal selling

Some firms feel that a direct face-to-face or over the phone interaction with their potential
customers through agents like sales personnel is closer to the customer. Examples for this
promotion mix element are trade fairs and exhibitions, sales meetings, sales presentation and etc.
(Josh, 2021). Here, the sales representatives can sell the products to the customers personally and
explain about the nature of the product, features and its benefits. Salesman try to sell the products
by acting as persuader or in some instances can be a prospector to reach potential customers in
the market. Hence, if the customer wants to purchase only a work wear blouse from MIMOSA,
sales person can persuade her to buy a trouser which match with the top by providing list of
benefits. under the same roof. Therefore, this technique helps to increase expected sales of 30%
in the year of 2022 using some attractive language rather than just selling the product that the
customer needs to purchase.

3.2 Advertising

It is a way companies communicate their product and services through paid commercials using
the media such as television, billboard, brochures and etc. (Josh, 2021). But this promotional
element is a disadvantage in other way round because there is only little space to get instant
feedback from the target audience and that is the reason to do research on buying habitats of
customers using psychological and sociological strategies before releasing the advertisement.
MIMOSA clothing business can select retail advertising as an advertising strategy to promote
their products directly to the end customer. Currently, MIMOSA is readying to launch a new
clothing segment for women so, they can introduce work related accessories such as hand bags,
branded wrist watches, foot wear and promote them by putting up bulletin billboards near their
clothing shop which is situated in Kolpity by mentioning about the new arrivals and one or two
images with the brand name as shown below. The benefits of using this advertising media are
that it is an effective way to make aware about new arrivals to the target market, increase the
frequency of viewing the same message over and over again because generally billboards are
located in crowdy places. In addition to the billboards, MIMOSA can include their new arrivals
in lady’s magazines which are published on behalf of premier customers. Apart, as they serve
only to premier customers, they do not need to use television or brochures to promote their
products.
Figure 3.1: Billboard
Source – E- Online, n.d.

3.3 Sales promotion

In this element of the promotion mix marketers try to boost sales through an afore determined
limited market offering (Josh, 2021). Free trials, installment schemes, discounts, coupon
systems, warranties and etc. are some examples for these. Nowadays, there are some situations
which negatively impact upon a business such as lots of branded goods, high competition in the
market, consumers are price conscious, high cost of advertising and etc. Therefore, one of main
objectives of MIMOSA is to retain their customers by providing these attractive consumer-based
sales promotions according to seasonal basis like New year, Christmas. Also, they can give
credit and debit card offers
collaborating with the banking
institutions in order to
motivate their customers to do
their second purchase from
their retail store. Furthermore,
they can put up a sale where
customers can purchase the
new arrivals at lower prices in March, August and December months respectively which will
enable to attract loyal customers of their competing brand and transform the potential customers
in to actual customers within a short time.
 Figure 3.2: A seasonal sale
Source – Pinterest, 2020

3.4 Direct marketing

With methods like e- shopping, tele

marketing, email will persuade customers
into a call to action that prompts the
customer to act. These channels of
direct marketing produce results that
are immediately measurable cos firms
instantly get updated on customers’
interest (Josh, 2021). Today, most of the
customers tend to do online shopping
which is enjoyable and convenient that can be done at home. MIMOSA can introduce an
application after two months of launching the segment to the market which is available in play
store and apple store to make online shopping easier for their premier customers. Thus, the
customers who are interested to do online shopping can download this application and checkout
the latest fashions, the appropriate sizes, colors of the work wear which matches for the skin tone
even though they cannot physically fit on the products using their fingertips. On the other hand,
in-store marketing is an added advantage for MIMOSA because there are zero intermediaries in
the distributional channel that is useful to get instant positive or negative feedback from their
customers. Their own retail store is located in Kolpity that helps to maintain close contact with
customers and compete with their competitors such as GFlock, Kelly Felder, MANGO etc.
Apart, direct marketing is beneficial for physical businesses because it does not need to maintain
large sale staff nor a large shopping space.

Figure 3.3: A
software application
Source –
Dribble, 2019

3.5 Public relation

This way companies try to

promote a positive public image. This could be achieved by holding media conferences,
sponsoring for various events, public awareness regarding the business using internal and
external communication methods and etc. (Josh, 2021). To be success and survive long run in the
market, a business should maintain good relationships with customers, suppliers and community
groups who are interested in the business. In order to enhance the brand awareness, MIMOSA
can sponsor on cultural events by promoting the business name, logo and brand which will
broaden the public relations. Also, they can hire a celebrity woman as their brand ambassador
which will be easier for the business to make aware about this brand for the target audience.
Further, MIMOSA can come to an agreement with social media bloggers who has a premier
follower base to market their new arrivals to a higher concentration of the target market. Apart,
they can spend money on public service activities such as helping the people who are
quarantined due to Covid-19 by providing essential needs and wants which will create a good
impression on the public. As well as they can conduct speeches via trade associations, mass
media and etc.

Figure 3.4: Public relation conference

Source – Press, 2019

4.0 Marketing Communication Strategies

Promotion is an important part of any marketing strategy. A business might have the best product
out there but unless they promote it successfully, no one will know about that product. There are
three promotional strategies such as push, pull and profile strategy (Magloff, 2019). Out of these
main strategies, pull strategy will be suitable for the new clothing segment of MIMOSA because
most of the objectives that mentioned above suites for this technique. Pull strategy is creating
enough value for ones’ product or the brand in order to attract target audience to buy the product
by themselves. Here, the customers will choose the product above the competitor’s products
because they see more value from the products of this clothing business. MIMOSA can choose
above the line method in order to pull the customers for their new segment of women’s wear
accordingly. Above the line marketing is when using advertising media such as billboards, print
media such as magazines and direct marketing through social media platforms in order to create
more awareness of the product and to increase brand recall among the target audience (Digital
School of Marketing , 2019).

Also, this business can use below the line method which is another pull strategy that involves
using sales promotions, personal selling, direct marketing such as in-store marketing and public
relations in order to pull the customers towards the clothing business over their competitors such
as Kelly Felder, GFlock and etc. On the other hand, below the line method is much more targeted
towards specific group of people in the society as this clothing business targets working women
in the market. Therefore, the best communication strategy that MIMOSA can follow is the pull
strategy because they have the ability to pull customers as they have already earned a high brand
loyalty by offering high quality women’s wear with latest designs for their premier customers.
So, out of these customers there are target customers who would not hesitate to purchase work
wear from this brand because brands add value by selling high quality products for premium
prices. Further, MIMOSA brand reflects the personalities and self-perceptions of their premier
customers which results lack of bargaining power from customers who has a high degree of
interest and attachment on new arrivals. As this business is planning to come up with monthly
fashion and styles from work wear, they can pull customers towards the products by offering
differentiated products.
5.0 Evaluation of Communication Campaign

After releasing the women’s wear segment to the market, MIMOSA can use post testing methods
in order to evaluate the effectiveness of their communication campaign. The basic purpose of
post-testing is to provide an insight into the performance of advertising campaign and draw some
conclusions from it about the future conducting of advertisements (BMS, 2015). Also, these
techniques are useful to research about the performance of the brand including the brand
awareness, brand preference, product usage and etc. The first method that MIMOSA can conduct
is the recall test where the business can do research on whether the selected group of people has
seen, read or heard about the advertisement without showing the message purposely. Through
this test business can identify that there are customers who have noticed the advertisement where
they only remember that they have seen it on media. Next, there are some who not only
remembers seeing it but also have read some parts of the message on the advertisement.
According to these two kinds of people, MIMOSA should change the clarity of the message or
else start a whole new marketing campaign. Lastly, there are some people who have read the
whole advertisement message and these may be the loyal customers who are already using this
brand.

The second pre testing method is sales effect test which allows the business to identify and
analyze whether the customers purchased their new arrivals after seeing the advertisement or
without seeing the poster on media. Even though it is difficult to measure the accurate number of
sales that has increased in a given time period using this technique, still MIMOSA can measure
the impact of advertisement by recording the sales before and after releasing it to the specific
media. Apart, the third technique is inquiry test under post testing method where the business can
issue coupons as a part of the advertisement copy and they are supposed to fill it up and send it
back to the company (BMS, 2015). Then, the business can estimate the number of customers
who have read the advertising message regarding the women’s wear by counting the number of
coupons that they have already received by the customers.
6.0 Conclusion and Recommendation

6.1 Conclusion

Marketing communication is the most powerful element from marketing mix that helps to attract
customers to a new or existing business. There is an effective communication channel to provide
the correct message to the target audience. MIMOSA has the ability to practice retail advertising
strategy because they do not involve with intermediaries to distribute their products as they
directly sell to the end users. The suitable way to promote their products to the target market I
through online platforms such as Instagram and Facebook, billboards and magazines rather than
using of television, radio and brochures advertising medias. Therefore, the best promotional
strategy to implement this new segment is pull strategy as MIMOSA has already won the hearts
of premier women in the market by offering quality products with latest designs which will feel
comfortable for them when participating for particular occasion. Eventually, they measure the
productivity of their promotional campaign using post-test methods such as recall tests, sales
effect test and etc.

6.2 Recommendations

 MIMOSA can use through the line method which is cost effective than maintaining above the
line and below the line separately.

 Maintain a strong research and development department as new trends frequently emerge
from the apparel industry.

 When engaging in e commerce, try to protect privacy details of the customers when they do
online payments using electronic cards because it will directly affect the image of the
business.
References

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Available at: https://www.bms.co.in/explain-the-post-testing-methods-of-advertising-
effectiveness/[Accessed 29 August 2021].

Chrisos, M., 2020. Benefits of Integrated Marketing Communications. [Online]

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communications/[Accessed 29 August 2021].

Cohen, H., 2011. 72 Marketing Definitions. [Online]

Available at: https://heidicohen.com/marketing-definition/
[Accessed 08 August 2021].

Daniels, R., 2021. Marketing Communication Process. [Online]

Available at: https://www.businessstudynotes.com/marketing/principle-of-marketing/marketing-
communication/[Accessed 08 August 2021].

Digital School of Marketing , 2019. What is Above the line and Below the line Advertising?.
[Online]
Available at: https://digitalschoolofmarketing.co.za/blog/what-is-above-the-line-and-below-the-
line-advertising/[Accessed 4 September 2021].

Josh, 2021. Promotion Mix: Definition, Types, Importance, & Strategies. [Online]
Available at: https://businessyield.com/marketing/promotion-mix/
[Accessed 10 August 2021].

Magloff, L., 2019. Push and Pull Promotional Strategy. [Online]

Available at: https://smallbusiness.chron.com/push-pull-promotional-strategy-10972.html
[Accessed 13 August 2021].
MIMOSA, n.d. About Us. [Online]
Available at: https://mimosaforever.com/
[Accessed 29 August 2021].