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