Question

(Integrated Marketing Communication)

FELICITY’S FINE FORMALWEAR

Certain occasions require special clothing. Felicity’s Fine Formalwear provides tuxedos and other dress-up essentials for men along with wedding and prom dresses for women. The store, which is located in a major metropolitan area has been in business for nearly a decade.

Formal attire experiences several key seasons. First, the late spring is when teenagers rent prom dresses and tuxedos. Early summer, especially June, is the time when rentals for weddings reach their peak. A third season takes place in the months of December and January, when many social occasions surrounding Christmas and other winter festivals take place. Often the customers for these events are older than high school or college age.

Recently, Felicity noticed a drop in tux rentals and prom dress purchases. A new competitor in town might explain the loss of some of this business. In the past, Felicity used one magic tactic to entice high schoolers to her store. She would offer a free tux rental to a few males in each high school if they would, in exchange, wear a different tux to class each day for one week, usually about four weeks before the dance. She would do the same for females and prom dresses. This in-person approach worked well for many years but seemed to be losing its punch.

After a great deal of thought, Felicity decided it was time to engage in two new tactics. First, she developed a relationship with the primary limousine service in the city. Many high school prom-goers would rent a car for that night. Offering a tie-in between the automobile and prom attire seemed like a logical and enticing approach for both rental companies. Second, it was time to engage in advertising directed at the high school crowd and their parents. Some ads would appear on television, especially evening news programs that Mom and Dad would be more likely to watch; others would be streamed online to reach the students themselves.

The primary goal of these ad campaign was to teach prom attendees and their parents. The secondary goal was to entice those who attend other events, including weddings and formal Christmas galas to recall Felicity’s Fine Formalwear when the time was right. Felicity also hoped to build long-term loyalty and return business.

Would the television ad be designed for parents on the nightly news be different than the one designed to stream online for students? Why or why not?

Answer 1

Case analysis

• Company name: felicity’s fine formal wear.
• Product: tuxedos and dress up essentials for men and prom and wedding dresses for women.
• In business for nearly a decade. Store located in major metropolitan area.
• Three peak seasons for business- late spring for prom, early summer for wedding and late December for Christmas and other festivals.
• Decline in tux rentals and prom dress purchases as new competitor in town.
• Time to move from old strategy of letting few students to wear rental tux and prom dress for weeks before the prom to entice other students to new strategies.
• Two new strategies- one to tie-up with car rental person as student rent car too on prom day and two ad campaign on tv for parents and online for students.

Answer: yes, the television ad be designed for parents on the nightly news be different than the one designed to stream online students. Because here we are targeting two different set of customers who has different needs and preferences. Nightly news time where a parent is relaxing, ad should be indicating the happiness of a parent to see their child in tux or prom dress, feeling happy and proud, to connect to the viewer. Where as online ad streamed for students can be to show how good and in trend formal wear are available for them to be and feel special about prom day. Thus, as the viewers change, their age groups change, their wants and preferences too change, in order to address this properly and have effective ad campaign it is better that felicity’s ad be designed different for both.

if you like the answer, please give up-vote. this will be encouraging for me, Thank you.