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TABLE OF CONTENTS1.1 Executive summary2.0 Company background2.1 Target market2.2 Communication strategy overview3.0 Communication strategy analysis3.1 Customer motivation and engagement3.2 Awareness, attention and perception3.3 Brand knowledge3.4 Forming and changing attitudes3.5 Influencing customers’ decision making process4.0 Recommendations5.0 Conclusion6.0 References2
1.0 EXECUTIVE SUMMARYAfter analysing the information given on the Kikki-k company website and other onlinearticles, this report aims to identify the most suitable target market while bringing intoattention its distinguishing marketing communication strategies used to retain theseconsumers.This also aims to identify what is behind customer motivation and engagement and whatdrives them to purchase Kikki-k products. It also shows how effective communicationstrategies generated by the company are in exposing the brand to consumers and raisingawareness. Also, this awareness should be stimulated into attention and then it needs tobe perceived by consumers into creating brand loyalty. High levels of advertisingthrough developed technological tactics should be used to do so. Moreover, a positive brand schema should be built in consumer minds and the companyagain should facilitate effective marketing strategies to enrich the consumer with brandrelated knowledge. Thus, the company needs to keep up with changing trends and preferences as well andcertain indicators during certain stages of the decision making process should beconsidered to influence the consumer decision making process.However, they should consider the given recommendations and implement changes tomanage employees, customers, and product development in order to satisfy the existingcustomer base.In conclusion if the recommendations are carried out well, Kikki-k would continue to bethe market leader as the number one stationery provider. 2.0 Company Background2.1 Target Market3
Kikki-k is known as the ultimate stop for all things stationery, which goesbeyond age barriers and is popular among millions of customers around theworld. They are well known for their creative, unique and yet simple Swedishdesign stationery across the globe.Kikki-k.(n.d). retrieved October 1, 2016, from -k.com/about/meet-kristinaWith regards to the target market of Kikki-k, the company manages to serve allindividuals between 8 years and 50+ years old at the moment. The demographictarget market would be in general 14 to 40 years old. However, Kikki-k ismainly focused on 15 to 25-year-old females who are more fancy and are with apassion for creativity in their day to day lives. This report will be mainly focusing on the 15 to 25-year-old female customers ofKikki-k who lead somewhat of a busy lifestyle striving to get tasks done.