ISSN: IJSB: 2520-4750 (Online), 2521-3040 (Print) JSR : 2708-7085 (online)

Integrated Marketing Communications Strategy for KIKO Make Up Milano: Expanding into the Chinese Market

Author (s)

Le Li & Jian Hua Zeng

Abstract

This review paper examines the integrated marketing communications (IMC) strategy for KIKO Make Up Milano as the brand seeks to expand into the Chinese market. Utilizing the SOSTAC framework (Situation, Objectives, Strategy, Tactics, Actions, and Control), the paper provides a comprehensive analysis of KIKO’s current market situation, marketing objectives, and strategic approach. The analysis delves into the economic, social, and technological factors that influence KIKO’s entry into China, highlighting the distinct differences between Hong Kong and mainland China. The paper identifies key marketing communication objectives, such as raising brand awareness and stimulating product trials, and proposes targeted strategies to achieve these goals. By leveraging both traditional and digital media channels, including social media and e-commerce platforms, KIKO aims to effectively engage Chinese consumers and establish a significant market presence. The review concludes with actionable recommendations to ensure the successful implementation of KIKO’s IMC campaign in China, addressing potential challenges and optimizing the brand’s outreach and impact in this new market.

Key words: Integrated marketing communications, KIKO Make Up Milano, Chinese market expansion, SOSTAC framework, Brand awareness, Digital marketing.

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Title: Integrated Marketing Communications Strategy for KIKO Make Up Milano: Expanding into the Chinese Market
Author:

Le Li & Jian Hua Zeng

Journal Name: Journal of Scientific Reports
Website: https://ijsab.com/jsr
Publisher IJSAB-International
DOI: https://doi.org/10.58970/JSR.1034
Media: Online
Volume: 6
Issue: 1
Acceptance Date: 10/05/2024
Date of Publication: 29/06/2024
PDF URL: https://ijsab.com/wp-content/uploads/1033.pdf
Free download: Available
Page: 46-55
First Page: 46
Last Page: 55
Paper Type: Review Paper
Current Status: Published

 

Cite This Article:

Le Li & Jian Hua Zeng (2024). Integrated Marketing Communications Strategy for KIKO Make Up Milano: Expanding into the Chinese Market. Journal of Scientific Reports, 6 (1), 46-55 doi: https://doi.org/10.58970/JSR.1034

Retrieved from https://ijsab.com/wp-content/uploads/1034.pdf

 

About Author (s)

Le Li, The School of Economic and Management, Universiti Putra Malaysia, Malaysia, & The School of Management and Engineering, Anhui Institute of Information Technology, Wuhu, China.

Jian Hua Zeng (Corresponding author), School of Chemistry and Life Science, Hubei University of Education, Wuhan 430205, China.

 

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DOI: https://doi.org/10.58970/JSR.1034

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