There will be a 1 million pound advertising strategic plan. 70% of money will be spent for TV ads. A large amount of the budget will be spent on TV and Social media. There will be considerable amount spent on ad in popular TV shows. Advertisement should start airing from Second week of January onwards. In social media like Facebook, Twitter based on the budget allocated advertisement should be placed in the sign in and sign out page of Facebook, Twitter etc. Google keyword should also be paid in order to advertise about the product.
Traditionally Chinese people give a lot of emphasis to their family values and culture. This should be essayed in the advertising campaign. A happy Chinese family from different generation of Women and girls should be showcased in the ad. Celebration theme should be Chinese New Year. People should wear the SEED products in the ad to celebrate China. The Families geographical location should be in UK. IT should be about how they can still embrace traditional value even in foreign locations. There should be women guests who are from different ethnicity who are also wearing SEED products. This is to show how people can connect with a culture by simply wearing attire. It can be construed as mark of respect or celebration of their culture. The publicity campaign for the product is about culture of China and its rich traditions. It is estimated from this analysis that the company will be able to break even the market entry cost in the first fiscal year and have strong brand awareness for the product.
To conclude about the marketing communication plan it is recommended that the company develop brand image that is about quality of the garments. It should also express about how they are a part of the Chinese traditional value. This brand should be about promoting Chinese traditional values and aesthetics to UK consumers base. From this it is quite clear that China and UK are different in business practices. Internal and External factors that surround the company have been discussed from this various insights have been gained. Specifically there was exploratory analysis done about the brand, target consumer behaviour, social practices of the two countries.