Introduction
Vast market shares for companies characterize today’s markets, and changing consumer preferences and trends force companies to adopt new strategies to navigate these markets. Among these strategies include the introduction of new brand extensions. This marketing communication strategy will enable MUD Jeans to launch a kid’s denim range that matches the adult ranges. The kid’s range comprises boys’ slim-fit jeans, a jacket, and a bag, while the girl’s range includes skinny-fit jeans, a mini backpack, and a cropped jacket. Briefly, the report will discuss the essential elements of the SOSTAC framework, including; Situation Analysis (S), Objectives (O), Strategy and Tactics (ST), Action Plan (A), and Considerations (C). This marketing communication strategy report details the procedures and tactics required to help MUD Jeans introduce a brand of eco-friendly children’s jeans (ST), the hypothetical consumer’s key characteristics, outline the marketing communication objectives (O), and create a detailed execution timetable. It will also go into great detail regarding the communication strategy and tactics. Finally, the research assesses the likelihood of MUD Jeans’ sustainable kids’ clothing line’s marketing communication strategy’s success.
Application of SOSTAC Framework in Launching the Sustainable Brand Extension
The SOSTAC framework is required in this study because it offers an organized method for creating and carrying out MUD Jeans’ marketing communication strategy. Cowley (2016) highlights that SOSTAC is a framework for strategic planning that offers a systematic procedure for creating and carrying out marketing plans. MUD Jeans may ensure its strategies are thoroughly investigated, precisely specified, and successfully carried out by adhering to this structure. The SOSTAC framework also aids in helping the company maintain focus on its goals, interact with its intended audience effectively, and produce the required results.
Figure 1: SOSTAC Framework
Characteristics of the Proposed Consumer
Parents and other caregivers of kids between the ages of 5 and 12 who are enthusiastic about purchasing sustainable and environmentally friendly clothing for their kids are the target market for the MUD Jeans ecological brand extension. Kids of both sexes, families with a moderate income, and parents and caregivers who are interested in fashion and stylish when it comes to clothing alternatives for their children are some essential features of the target market that are identified using segmentation methodologies. The target demographic may also include caregivers interested in buying eco-friendly and sustainable products and clothing and those who want to purchase goods with a circular business strategy that promotes recycling and upcycling.
Marketing Communication Objectives
The MUD Jeans sustainable kids’ denim range expansion objectives are to boost brand recognition, distinction, engagement, and sales while effectively expressing the company’s sustainable and environmentally friendly ideals to its target market. A marketing communication plan can effectively set businesses apart from their rivals by highlighting their dedication to sustainability, brand image, and customer satisfaction (Fill and Jamieson, 2014). The marketing communication goals seek to convey the advantages of the kids’ denim collection, gain attention and circularity of the brand by shifting customer attitudes and gain brand awareness. The company is determined to reach 5000 recycled jeans and raise online store visits by 25% and brand searches on social media marketing by 50%. Also, the company aims to increase attendance to masterclasses by 20%.
Communication Strategy and Tactics
Numerous advantages for the brand come from using improved techniques and tactics to extend the MUD Jeans sustainable kids’ denim assortment. According to Ali et al. (2021, pg 17), effective communication strategies have consistent messages regarding the brand and its core mission. Using effective strategies and tactics, MUD Jeans may position itself as a long-lasting company in the fashion business by raising brand awareness, fostering brand loyalty, accelerating sales and revenue growth, and launching the proposed kid’s denim range. The marketing communication strategy will employ several techniques to accomplish the abovementioned goals. These strategies and tactics include;
Digital Advertising: Implementing digital advertising will ensure that parents or other adults responsible for children aged 5 to 12 are effectively engaged and reached. Ads targeted explicitly to parents or caregivers will be displayed on social media sites like Facebook, Instagram, and other well-liked websites. The commercials will highlight the company’s environmentally conscious principles and the advantages of the kids’ denim line, including its toughness, fashion sense, and circularity. The messaging will seek to establish an emotional bond with the target audience and present MUD Jeans as a company that shares its values.
Figure 2: Digital Marketing tools (Parker and John 2020)
An example of a marketing communication message that can be used in digital advertising is “Green fashion for your little ones. Make a difference for the environment by purchasing sustainable children’s denim from MUD Jeans.”
Email Marketing: Email campaigns will enable the company to interact with current clients and promote repeat business. Customers who have already purchased from the brand will receive emails promoting the new kids’ denim collection and emphasizing the company’s dedication to environmentalism and circularity. Customers might be encouraged to participate in a brand’s recycling or reusing programs using email marketing. The mail may read, “Introducing the sustainable kids’ denim collection from MUD Jeans! These clothing are ideal for energetic children who love to play since they are made with high-quality, environmentally friendly materials and are built to last. Additionally, you can return them to us for recycling or refurbishing when you’re finished with them. Shop right away to benefit the environment!”
Figure 3: Circular design model for MUD Jeans (Moorhouse and Moorhouse,2017)
Social Media: Social media will boost brand engagement and cultivate a following of devoted customers. The company will post user-generated content on its social media platforms, like Instagram, Twitter, or TikTok, to showcase its kids’ denim collection in use, videos of kids in their outfits, and emphasize its commitment to sustainability. Social media competitions may also entice clients to share their opinions about the company and its goods. A catchy message in this strategy can be, “We enjoy seeing your kids rocking their sustainable MUD Jeans denim! Please send us your images using the hashtags #mudjeanskids, #sustainablefashion, #ecofriendlykids, and #mudjeans. Together, we can have a beneficial effect on the environment and bring up environmentally aware children.”
Public Relations: Public relations may help MUD Jeans establish its socially and environmentally conscious reputation and generate favourable press and word-of-mouth for its ecologically friendly kids’ jeans brand. Lin and Liu (2021) highlight that public relations enhance communication lines and implement new strategies for establishing a two-way exchange of knowledge and understanding between businesses and their customers. MUD Jeans may broaden its reach, engage with its target audience, and develop a devoted following by integrating public relations strategies into its marketing communication plan, such as news releases, public outreaches, events, and community partnerships. “We are dedicated to creating long-lasting, superior-quality, and fashionable denim items that are environmentally responsible and sustainable,” among other messages that can be used in this strategy.
Action Timeline for Implementation
The sustainable brand expansion action timetable for MUD Jeans can be divided into critical stages, which include;
Research and Development (Month 1-3)
In this phase, MUD Jeans will research to determine the ideal components, layout, and look for the kids’ denim collection. This phase requires the company to collaborate with designers, textile specialists, and authorities on sustainable fashion. Personnel and supplies for research and development are essential in this stage.
Production(Month 4-6)
MUD Jeans will go into production after finalizing the design and style. The eco-friendly kids’ denim collection production will involve eco-friendly resources and green manufacturing processes. The brand will need resources such as employees, equipment, and raw materials during this stage.
Marketing and Advertising (Months 6-8)
MUD Jeans will begin its marketing and promotional campaigns when the eco-friendly children’s jeans line is ready. The company will market the new brand using several platforms, such as social media, digital advertising, and public relations. Resources like a marketing staff, an advertising budget, and a social media team will work at this stage.
Launching (Month 9)
The sustainable kids’ denim collection will enter the market at this stage. The company will host events like fashion shows to showcase the new brand. Additionally, MUD Jeans will open physical and online locations where clients may buy the new line. Personnel, event planning, and retail space are primary at this level.
Evaluation and optimization (Month 10-12)
After the introduction, MUD Jeans will assess the achievement of the expanded sustainable kids’ denim line. The company will refine its product and marketing tactics using consumer input and sales data. Resources like employees for evaluation, data analysis, and KPI tools will be essential to the company at this stage. The brand needs to meet specific outcomes to measure the effectiveness of the marketing communication plan. Data analysis tools must record an increase in brand awareness by 30%, more than 35% in online sales and not less than a 15% increase in expenditure of existing customers through email clicks.
Conclusion
In conclusion, the marketing communication strategy created to expand MUD Jeans’ sustainable kid’s denim range thoroughly addresses critical marketing mix components. The plan uses the SOSTAC framework, which offers an organized method for creating an effective marketing communication strategy. The plan’s primary goals are to raise brand awareness, generate interest in and demand for the latest collection, and establish MUD Jeans as a leading name in sustainable fashion. The strategy specifies a number of approaches and techniques, such as social media marketing, digital advertising, and public relations, to accomplish these goals. MUD Jeans will use a variety of measures, including website traffic, social media involvement, KPIs and sales data, to assess the success of the marketing communication plan. The company will also interview customers to get feedback and learn how they feel about the new brand. MUD Jeans may continue to increase the efficiency of its marketing communication activities and promote sustainable growth through review and optimization.
Reference List
Ali, B.J. et al. (2021) “Business Communication Strategies: Analysis of Internal Communication Processes,” Journal of Humanities and Education Development, 3(3), pp. 16–38. Available at: https://doi.org/10.22161/jhed.3.3.4.
Cowley, M.B. (2016) “‘Jellies &jaffas’: Applying PR Smith’s Sostac marketing model to an online confectionary start-up,” SSRN Electronic Journal [Preprint]. Available at: https://doi.org/10.2139/ssrn.2834279.
Fill , C. and Jamieson, B. (2014) Marketing Communications. Available at: https://ebs.online.hw.ac.uk/EBS/media/EBS/PDFs/Marketing-Communications-Course-Taster.pdf (Accessed: April 27, 2023).
Lin, Y. and Liu, W. (2021) “The special role of Public Relations in modern marketing activities,” Academic Journal of Business & Management, 3(11). Available at: https://doi.org/10.25236/ajbm.2021.031102.
Moorhouse, D. and Moorhouse, D. (2017) “Sustainable design: Circular economy in fashion and textiles,” The Design Journal, 20(sup1). Available at: https://doi.org/10.1080/14606925.2017.1352713.
Nieves-Casasnovas, J.J. and Lozada-Contreras, F. (2020) “Marketing communication objectives through digital content marketing on social media,” FórumEmpresarial, 25(1), pp. 79–104. Available at: https://doi.org/10.33801/fe.v25i1.18496.
Parker and John (2020) Top 11 Digital Marketing Tools for 2020, Steemit. Available at: https://steemit.com/pearl/@ljparker3/top-11-digital-marketing-tools-for-2020 (Accessed: April 28, 2023).
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