Promotional Communication Analysis

Promotional Strategy

Promotional Communication Analysis

Company name: Windsor Smith

From FHM, June Edition

Word Count: 3008

Contents Page

IntroductionÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK. Page 3

Marketing StrategyÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK.Page 4

The Target Market & Consumer BehaviourÐŽKÐŽKÐŽKÐŽK.Page 5

The Communication ProcessÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK.Page 6

Evaluating Windsor SmithÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK..Page 12

ConclusionÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK..ÐŽK..ÐŽKPage 15

ReferencesÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK..ÐŽKÐŽK.Page 16

Introduction________________________________________________

The magazine advertisement chosen for this assignment was selected from FHM June 2004 edition. FHM is predominately a male magazine being the biggest selling menÐŽ¦s magazine in Australia and New Zealand. The chosen advertisement is a Windsor Smith advert on page 73 of FHM, a little bit less then halve way through the magazine and positioned between some of the hottest articles in the magazine.

Analysis of this advertisement suggests the Windsor Smith advertisement is positioned at male metro sexual readers, wanting to purchase exceptionally fashionable shoes for themselves.

Marketing Strategy__________________________________________

Opportunity Analysis

ЎҐMarketing opportunities are areas where there are favorable demand trends, where the company believes customer needs and opportunities are not being satisfied, and where it can complete effectively.ÐŽ¦ (Belch & Belch 2001, p.40)

Windsor Smith has effectively seen the opportunity of marketing to the new breed of Aussie males, the ЎҐmetro-sexual-manÐŽ¦ 60 minute reporter Charles Wooley, describes this new male breed as ЎҐLike Sex and the City, only for blokes, they are into makeovers, make-up and moisturisers. They know everything there is to know about shirts and shoes ÐŽX and theyÐŽ¦re straight.ÐŽ¦ FHM describes the ЎҐmetro-sexual-manÐŽ¦ in his mid-to late twenties, intelligent and in a professional position, he knows all the latest brands and trends, he can chose a shiraz with his risotto and tie a perfect Windsor.

Competitive Analysis

ÐŽ§Competitive Analysis is something special a firm does or has that gives it an edge over competitorsЎЁ (Belch & Belch, p.41)

Other advertisement in the same edition of FHM includes a Julius Marlow, advertising stylish male shoes. It is not known if the marketers of Windsor Smith were aware that the Julius Marlow advertisement was to be placed in the same issue. The Julius Marlow advertisement is on a double page spread on the nineteenth page of FHM. It is informing the reader that Julius Marlow shoes, not only make the pricey male dress shoes that they are well known for. But also now make fashionable shoes similar to the shoes advertised in the Windsor Smith advertisement, similar in style and price.

The Target Market and Consumer Behaviour____________________

ЎҐTarget marketing is the process of identifying the specific needs of segments, selecting one or more of these segments as a target and developing marketing programs directed to each.ÐŽ¦ (Belch & Belch 2001)

ЎҐConsumer Behaviour can be defined as the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires.ÐŽ¦ (Belch p.107)

For companies like Windsor Smith to succeed in todayÐŽ¦s competitive marketplace, they must be customer-centered, winning customers from competitors by delivering greater value. But before they can satisfy consumers, the company must first understand their needs and wants. Thus, sound marketing requires a careful analysis of consumers. The following is the market segmentation for the Windsor Smith Advertisement.

Windsor Smith have done a great job in choosing their audience and knowing how to get there attention, by using a beautiful, young, blond-haired women in a little black dress, doing everything she can to hold in her silicone breasts.

The primary audience for this ad is ЎҐmetro-sexual manÐŽ¦ who is in his "glory years" who is stylish and hip. He is most likely to be a professional in his mid to late twenties who enjoys socialising and buying fashion and leisure items. And who is possibly on the bachelor market, and may need some help in attaining a beautiful voluptuous, model girlfriend. He has probably has a greater disposable income than previous generations and he knows all the latest brands and trends. He is spending his cash on fashion, fragrance, grooming products, cars and gadgets He is most likely to be in the mid to upper class society. Windsor is definitely targeting the self-esteem of the metro-sexual male. Men that, although stylish and hip may not have everything they want in life. They may be at a highpoint in their careers and social groups, but lack in joy. This ad is using the emotion, lust, to sell the Shoes.

Having examined the segment, target and position of Windsor Smith, it is now suitable to evaluate the communication components of the Windsor Smith advertisement.

The Communication Process__________________________________

Advertising over the past few decades particularly with the undeniable development in electronic technology has progressed into