Louis Philippe Marketing Research

Marketing Management 3 – Assignment Submitted by – Anupam Priya Roll No – UM14189 , Sec D

Marketing Research Proposal to evaluate digital marketing campaign of the following:

Brand: Louis Philippe

Retail Segment: Mudra Fashion & Lifestyle House

Organisation: Aditya Birla Group

Digital Marketing Campaign: The Dressing Room

Part A :

1.Introduction:

Louis Philippe is a leading clothing brand of the Aditya Birla Group that not only has a strong presence in the offline retail market but has also established a substantial community size on the various social media platforms. The retail giant has been extremely successful in harnessing the power of the online media to build an impressive and

The objective of the research is to evaluate the success of the Marketing Campaign on the below parameters:

• Increased Targeted Traffic

• Increase in Sales

• Increase in Online Visibility

• Establish the brand/business in Social Media

• Branding

• Competitive Review and Analysis

• Online Reputation Management-handling complaints, negative comments etc

Louis Philippe had initiated a Digital Campaign to promote the launch of its Autumn/Winter 2013 collection. The campaign which was innovatively called the Dressing Room was set to target youngsters and build product awareness for the brand. The campaign was launched by the digital agency Jack In The Box (JITB), that wanted to launch the collection in the most exciting and innovative way possible.

3. Set of Information Area which needs to be explored:

• What measures of campaign effectiveness need to be made

The effectiveness of the campaign can be made on the following parameters:

1. The increase in brand exposure

2. The increase in revenues , both online and

The increase in brand recall value when the user spots the specific collection at a store have already been emotionally invested to certain items clothing

5. Building Brand Preference and Conversion Effectiveness – This is one of the strong measures of the effectiveness of the campaign. In a market of cut-throat competition , if consumers develop a preference for a specific brand and is effectively making consumers switch from other brands to this , it implies the brand has developed a strong foothold in the market and in the minds of its customers

6. Number of facebook likes, shares , tweets and retweets – All such activities indicate the growing popularity of the brand – The brand currently has a growth rate of 13%. With over 612K fans on Facebook and 8K+ people talking about the brand, Louis Philippe is doing strongly well on the platform

• Specific issues in the campaign which need to be evaluated

1. Budget Considerations and generating the expected ROI - The resources of time , money and efforts that would go towards making such a campaign successful are huge whereas the outcome may not totally turn out to be as expected. Careful considerations have to be made to arrive at an acceptable