MKT3063 AS1 E-PORTFOLIO

This E-portfolio critically conducts a situational analysis of Balenciaga's customers, competitors, internal business operations, financial performance and external environment to provide context to create a digital marketing campaign plan. Through the application of PR Smith's SOSTAC model, the campaign aims to revitalise Balenciaga's brand image. The situational analysis discovers that Balenciaga's target customer is affluent Gen Z and millenials. In addition to this, an analysis of market trends highlights that the most important macro factors currently impacting Balenciaga include technological, environmental and ethical influences. A SWOT analysis further reveals Balenciaga's strengths in heritage and quality haute couture. Therefore, the big idea for the SS23 Balenciaga campaign combines 'Technology and Tailoring'. The campaign is directed by digital marketing objectives to ensure that Balenciaga adopts an appropriate omnichannel strategy of market penetration and service development to increase positive consumer perception of the brand and provide a renewed sense of brand purpose. This marketing plan will be measured through key performance indicators in accordance with SMART objectives in order to justify and support recommendations for the brand revitalisation of Balenciaga.