MKF2111 case study report.docx - KIKKI-K REPORT 1 TABLE OF CONTENTS 1.1 Executive summary 2.0 Company background 2.1 Target market 2.2 Communication

MKF2111 case study report.docx - KIKKI-K REPORT 1 TABLE OF...

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KIKKI-K REPORT 1
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TABLE OF CONTENTS 1.1 Executive summary 2.0 Company background 2.1 Target market 2.2 Communication strategy overview 3.0 Communication strategy analysis 3.1 Customer motivation and engagement 3.2 Awareness, attention and perception 3.3 Brand knowledge 3.4 Forming and changing attitudes 3.5 Influencing customers’ decision making process 4.0 Recommendations 5.0 Conclusion 6.0 References 2
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1.0 EXECUTIVE SUMMARY After analysing the information given on the Kikki-k company website and other online articles, this report aims to identify the most suitable target market while bringing into attention its distinguishing marketing communication strategies used to retain these consumers. This also aims to identify what is behind customer motivation and engagement and what drives them to purchase Kikki-k products. It also shows how effective communication strategies generated by the company are in exposing the brand to consumers and raising awareness. Also, this awareness should be stimulated into attention and then it needs to be perceived by consumers into creating brand loyalty. High levels of advertising through developed technological tactics should be used to do so. Moreover, a positive brand schema should be built in consumer minds and the company again should facilitate effective marketing strategies to enrich the consumer with brand related knowledge. Thus, the company needs to keep up with changing trends and preferences as well and certain indicators during certain stages of the decision making process should be considered to influence the consumer decision making process. However, they should consider the given recommendations and implement changes to manage employees, customers, and product development in order to satisfy the existing customer base. In conclusion if the recommendations are carried out well, Kikki-k would continue to be the market leader as the number one stationery provider. 2.0 Company Background 2.1 Target Market 3
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Kikki-k is known as the ultimate stop for all things stationery, which goes beyond age barriers and is popular among millions of customers around the world. They are well known for their creative, unique and yet simple Swedish design stationery across the globe. Kikki-k.(n.d). retrieved October 1, 2016, from - k.com/about/meet-kristina With regards to the target market of Kikki-k, the company manages to serve all individuals between 8 years and 50+ years old at the moment. The demographic target market would be in general 14 to 40 years old. However, Kikki-k is mainly focused on 15 to 25-year-old females who are more fancy and are with a passion for creativity in their day to day lives. This report will be mainly focusing on the 15 to 25-year-old female customers of Kikki-k who lead somewhat of a busy lifestyle striving to get tasks done.
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