Marketing communication
A Kathmandu holding limited is a company based in New Zealand that grows its income from promoting, designing and retailing of clothing and gear for tourism and outdoor usage. The business hires over 1,900 individuals operating Australia, New Zealand and United Kingdom, with its management head office in Christchurch, New Zealand. Kathmandu runs a retail chain of apparel and equipment stores for travel and outdoors. The company currently operates 163 outlets, 47 in New Zealand, and 115 in Australia and one in United Kingdom. Kathmandu also manufacturers its house-branded merchandise, with its product range including the apparel such as “down jackets, waterproof jacket, thermals, fleece, shirts and pants, Merino apparel and thermals, and footwear and socks. Some of the equipment includes packs, bags, sleeping bags, tents, travel accessories and camping accessories”. The firm is listed on the both Australia and New Zealand stock exchange. It was found in 1987 and established to become a leading speciality vendor in apparel and gear for travel and escapade in Australia and New Zealand, with small commercial unit in UK (Grant 2015)
Inventive marketing
One of the main tasks for Kathmandu is that it is chiefly seen as a winter product (Hastings & Saperstein 2014). So when it approaches summer launch epoch, at the start of October, the product is not reflected a natural target by users. To fight the above, the company built a predominant summer and travel theme tune that could link into summer invention promotions. For instance, the following product winter 2015 drive, “embrace the cold”, a summer movement established concentrating on rejoicing the delight of exploration and travel (Kathmandu Holdings Limited 2015). It was conducted in seasonal photo-shoot through an grand five-day climb and presented summit club participants the chance to visit similar place by sharing their highest picks for a vacation destination. This was trailed up by a trans-Tasman yard social swap, asking its clients to upload of their preferred spot in their own republic backyard. The above advertising got more than one million individuals and generated 36,000 social activities. It also caused loss turnaround from previous year, amplified transactions, enhanced margins and lowered the overheads including the lowering marketing expenditure (Parente & Strausbaugh-Hutchinson 2014).
Empowered business thinking
In Australia and New Zealand, the company is predominately a vertical trade, where it designs its own merchandises and sells them through their physical outlets and online networks. Increasing a global wholesale, virtual, and franchise side to the trade, it needs an important modification the manner in which people operates. The medium-term goals of the company are to work towards 10% from the business coming from an international market, and by so, it will reduce reliance on the home markets (APP Securities 2016).
Data and technology-led method
A key progress in an universal outdoor marketplace where company compete in, has been on upsurge in partaking of active sporting such as yoga, biking, trail running, adventure racing, and triathlon. comprehending that the company active product variety was not attaining its target, and there was a substantial occasion for the summer period, it embarked on an evaluation of its summit club to better comprehend who active yields, when are they being purchased, which supplies were widespread and what other merchandises did customers buy in the same purchase (Podnar & Balmer 2013). After the study, the old people were the potential buyer of the company’s product. The company was able to translate new business opportunity to process more fashionable and on trend collection, with the concentration on trial running, which came out as a robust link with the trademark.
Fostering the capability of people: when it comes to constructing the team competence, the company’s first primacy is hiring worthy persons with a mixture of creative and strategic thinking, logical and detail-focused skillsets. A recent enterprise is functioning with HR to conduct a 360-degree assessment course for the top marketing squad. The resolve was to give group associates understand into how the own direct report and peers outlook their organization. The company has been able to build an in-house inventive studio. As a result, the company has been capable to minimise the needs for external innovative organizations which create consistency and acquaintance.
Creativity
Marketing strategy and programs play an important role by assisting the group to tell disorderly and distinguished product and merchandise stories that are important (Kaplan & Atkinson 2015). The company develops a promotion that droves brand deliberation and preferences across both the associates and the generally active populace.
The merchandise team started the undertaking, by delivering a brilliant range of product from the winter period. The marketing recognized key stories and put them under the winter movement theme tune of the “gear that adapts”. This theme lined up with the product positioning of adaptive kit for enthused travel and escapade” the creative method taken with the wintertime drive has been a key component in the accomplishment of both trademark and social mass media KPIs, offering confidence to continue to push the course in the coming summer season (Kathmandu.com 2016).
The successful retail brand has to develop to remain relevant to their user. The company as briefed to revive the product, aligns it across the trade, and deliberates the design viewpoint and arrest the spirit of stimulating the escapade. Because 95% of the firm’s transactions are of the Kathmandu-branded produce, building an emblem that could sit well on the produce was important.
SWOT analysis
SWOT analysis is a planned technique that can be utilised by the company leaders to do situation study of the organisation. It is a hard method to map out the current strengths, weaknesses, opportunities and threats the company is encountering in its present trade surrounding. The company is one of the leading organisations in the sector. Kathmandu Holding limited upholds its main rank in the market by sensibly assessing and revising the SWOT examination. The tools are an immensely interactive procedure and require effective collaboration among section with the firm such as management information system, market, operation, finance and strategic planning (Gibbs 2012).
The central drive of SWOT analysis is to pinpoint the plans that firm can use to exploit external opportunism, counter pressures and construct on and defend Kathmandu holding limited strength and eradicate its weaknesses.
Strengths: as one of the leading company, Kathmandu has a various strengths that assist it to flourish in the market arena; these strengths only assist it to guard the market share in present market and also aid in novel market penetration.
First, the corporation has made proficiency in joining new marketplaces and making a achievement. The growth has assisted the company to create a novel income stream and expand the financial cycle peril in the marketplaces it is operating.
Computerization of actions has brought the uniformity of quality to the company and also assisted the firm to scale up and down grounded on the demanding state of the marketplace.
The business is comparatively successful at an implementation of a novel project and built a decent return on capital spending by creating new income streams.
Its positive track record of incorporating successful firms through the merger and acquisition is one of the strengths. It has positively combined a number of a expertise firm in the past few years to restructure its operation and to create a good supply chain.
Also, fruitful track record of creating new merchandise is good in the firm. Strong delivery grid over the years has enabled the corporation to build a dependable distribution system that can reach main potential clients in the market. The company has a strong cash flow that offers possessions in the hand of the enterprise to advance into novel projects. The company has made a culture among merchants and distributors where the traders not only support the firm’s merchandises but also capitalize in drilling the sales personnel to define to the client how they can extract the full gain out of the products.
Weakness: the venture in the research and development is underneath the fastest rising player in the business. Even if the company’s expenditure is above the average on research and development, it has not been gifted to contest with the leading rivals in the business in terms of the invention. The company requires more venture in novel expertise. Given the gauge of progression the firm is forecasting to grow into, they need to put more cash in know-how to incorporate the process across the board. Therefore, the current technology is not per the company’s image. Though the product is successful in terms of the sales volume, unique selling and positioning are not well defined which can cause an attack in this portion from the competitors.
The company is not highly prosperous at incorporating companies with various work philosophy. As stated earlier, the Kathmandu holding limited is fruitful by incorporating small firm. It had its share of letdown to merge businesses that have had a diverse work ethos. The corporation has also portrayed lack of product demand forecasting that makes it miss many opportunities to the rival. Economic planning is not done efficiently and appropriately. The present asset ratio and liquid asset ratios propose that the firm can use the money more effectively than what it is doing at current. The organisation structure is only compatible with the present business model this limits the expansion in neighbouring adjacent (Orzan, Platon, Stef?nescu & Orzan 2016).
Opportunities: novel technology offers the business with a chance to practices segregated pricing approach in the new market. The market growth will lead to reduction of rival’s benefit and permit the company to upsurge its effectiveness compared to other players. New ecological guidelines will build level playing ground for the companies in the segment. This signifies a great chance for the company to motivate home its advantage in novel knowledge and gain market share in the novel product class (Naeem, Bilal & Naz 2013).
New client from the online channel has been a big focus for the company by investing in the online platform. The venture has undone a new sales network for the company. In the subsequent years, the business can influence this change by knowing its user well and serving their desires utilising big data analytics.
Threats: stability in profitability has increased an intense competition over the past years which have put pressure on the profitability and sales. Simulation of the fake and low-quality merchandise is also a peril to a firm’s merchandise, particularly, in the developing markets and lower incomes marketplaces.
Changing the user buying behaviour from the online could pose a danger to an prevailing physical infrastructure.
Lack of skilled staff in certain international markets poses a risk to the continued evolution of profits for the company. The novel technologies advanced by the rival in the marketplace could pose a severe danger to the sector in the medium to the long-term is imminent.
Marketing mix
Pricing
The company sells outdoor related gears like hiking gears camping equipment, backpacks and outdoor apparel. The company positions its merchandises as higher valued and costs are relative to this position. The company regularly holds sales, campaigns and clearance actions. These comprise online-only pacts, promo offer, and summit club exclusives. Given the above, the company’s rates and deals can differ relying on the promotion or event presented. The summit club members obtain 20% of the regular process of company branded gears and 10% off all other gears. The company issues steady summit club exclusives, giving extra discounts on the fixed price of chosen substances. Summit club associates also get a $20 compensation coupon for each $500 used up.
Place
From a strategic perspective, one is concerned with the company. Especially in Australia, have been offering heavily discounted products for many months. People no longer associate the company with quality rather than discounting. The company merchandise is only vended in the company store, on its website and on the chosen global online networks such as Amazon UK, Trade Me, eBay Australia, and eBay UK.
Promotions
The company has undone the online and mail-order operation since 2008. The business platforms have grown steadily. Consolidating the uniqueness of brands can also open up chances to be relevant in the global market and also in social, digital and online channel. Online deals are only exclusive offers to their online users. Prices presented in the deals do not relate to in-store acquisitions.
Products
The company’s brand cognizance and acknowledgment have been rooted profoundly making it become leading specialized outdoor attire and gear vendor according to set growth store and emphasis on worldwide client policy (Shrestha 2013). Kathmandu has an widespread product choice covering outdoor and tourism wear and gear. The company product collection has been planned to suit an array of client wants from the specialist explorer to the entry level traveler. The business’s in-house scheme process draws a significant knowledge, industry patterns and user insight to build technically planned innovative produces. Either performance or quality is dominant to the company’s new proposal, practical growth, merchandising, quality and dealer management tasks. A steady concentration from the produce team is the skill to offer a huge variety of precisely trustworthy attire and gear products that appeal to the requirement of a broad client base. The company outlooks invention as important in motivating continued advancement. For instance, retreat compass shelter which utilised a highly inventive design. It permits users to link their retreat tents to the compass, with the compass offering crucial living zones, or extra room. Apparel includes down jackets, waterproof jackets, thermal, shirt and pants, fleece jackets, footwear and socks, and merino apparel and thermals. The equipment includes camping and travel accessories, tents, packs, bags, and sleeping bags.
Target segments
The three comprehensive target consumer segment of Kathmandu are young go-getters, adventurous and grown-up outdoor fanatics. The Kathmandu’s development approaches comprise; conclusion of the store linkage in New Zealand and Australia, refining brand positioning in the global and online marketplace. More efficient advertising promotions for summit club members. Finally, the company continuously advances its online and worldwide abilities through network and websites.
Different marketing communication strategies
1.Emerging online and digital network capability is one of the crucial advertising strategies specially for the retailer as the purchasing has changed (Farhana 2014). The Kathmandu has an almost fully functional digital presence through the entire modern social mass media platform and owns an incorporated official website which comprises of online spending task and brand advertising. Similarly, they built a distinct official website for the New Zealand, Australia, and the UK due to different ongoing events transmission and cultural divergence. This method is planned for maximum client understanding and enhances gratification. The company also offers universal shipping to other nations. The company incorporated with the world nomads travel insurance firm to fulfil a convenient and comprehensive service for the customer (Brunello 2013).
Sales report
Kathmandu Holdings, an outdoor adventure wear retailer reached a share price summit of $3.50 fours years down the line in a volatile industry, where a cold snap can cause a quick sales, but consistency is difficult to achieve. The company’s shares have risen up to 39% in the past four months from $1.94 at the start of March to $2.69 (Simon 2018). Kathmandu which is dual-listed on the Australia and New Zealand stock exchange has been intensely aligning in Australia over the past few months. The sales in Australia were up to 13.8% which has easily surpassed the 4% rise in the same-stores from the Kathmandu stores in New Zealand (Mihaela 2015). Robust trading during the autumn period and the start of the winter had generated higher profits than the firm projected. Robust trading performance has given the company’s management confidence in the medium-term prospects of the retailer. Thus, enhanced inventory managing and online penetration should assist the business to hold the margin expansion accomplished (Schröder, Falk & Schmitt 2015). The company has been making headway in its online channel. Online sales have been reaching 8% of total sale in the first half profit announcement in March with a project of up to 9% by August.
Sales of merchandises are recognised at some point of transaction for the company users and when the produce is released to the users for onsite or online deals. The company’s tangible resources comprise gear utilised in transactions, office fit-out, relative support events and the elements that can create revenues. The company intangible asset comprises the software development, brand license and goodwill for income generation. The company operates a complete combined retail classical with about 95% of transactions comprising company-branded merchandises, made to Kathmandu scheme specification, and dispersed to the store system through the Kathmandu delivery chains: Christchurch and Melbourne. The online sales increased from 23% up to 6.6% with total revenue of $13 million in 2016. Kathmandu marketing framework basis has been to have key transactions initiatives in three different timeslots: Easter days and winter, Christmas and New Year. An approximation of 60% of the revenue is created in these three periods (Sthapit & Khadka 2016).
The company revenue division is 65% apparel and 35% gear. Most of the company merchandise is intended in New Zealand and then assigned to numerous producers globally. About 85% of the company’s products are made from China (Underhill 2016).
An important possession of the company is the summit club where the clients are membership for a nominal fee, and appreciate promotions and discounts. The summit club is a creativity that has been enormously fruitful and so far the company creates around two-thirds of the set sales from the club associates. The summit club catalog of the company is a key basis of info aiding customer research and market examination. The record assists the company to better comprehend its users, their interest, buying designs and communication preferences (Thorson & Moore 2013).
References
APP Securities, (2016). Kathmandu to further expand into international market in FY17. Available from:https://appsecurities.com.au/public/4C696C79Files/APP%20Securities%20KMD_160921.pdf, [Accessed on 17 Oct 2018].
Brunello, A., 2013. The relationship between integrated marketing communication and brand equity. International Journal of Communication Research, 3(1), p.9.
Farhana, M., 2014. Implication of brand identity facets on marketing communication of lifestyle magazine: case study of a Swedish brand. Journal of Applied Economics and Business Research, 4(1), pp.23-41.
Gibbs R. J. (2012). Principles of Urban Retail Planning and Development, 1st Edition, Wiley
Grant .S. (2015), Kathmandu Holdings Limited – Takeovers Panel. Available from:https://www.asx.com.au/asxpdf/20150806/pdf/430b9cxwyby2cc.pdf, [Accessed on 17 Oct 2018].
Hastings H.& Saperstein J. (2014), Service Thinking: The Seven Principles to Discover
Innovative Opportunities, Business Expert Press, pp. 2-8.
Kaplan, R. S., & Atkinson, A. A. (2015). Advanced management accounting. PHI Learning.
Kathmandu Holdings Limited. (2015). Kathmandu Annual Report 2015 (p. 80). Available from:https://www.kathmanduholdings.com/wp-content/uploads/2012/08/Kathmandu-AR-2015-web-ready.pdf, [Accessed on 17 Oct 2018].
Kathmandu.com, (2016), Company News. Available from: https://www.kathmandu.co.nz/get-to-know-us/company-news, [Accessed on 17 Oct 2018].
Mihaela, O.O.E., 2015. The influence of the integrated marketing communication on the consumer buying behaviour. Procedia economics and finance, 23, pp.1446-1450.
Naeem, B., Bilal, M. and Naz, U., 2013. Integrated marketing communication: a review paper. Interdisciplinary journal of contemporary research in business, 5(5), pp.124-133.
Orzan, G., Platon, O.E., Stef?nescu, C.D. and Orzan, M., 2016. CONCEPTUAL MODEL REGARDING THE INFLUENCE OF SOCIAL MEDIA MARKETING COMMUNICATION ON BRAND TRUST, BRAND AFFECT AND BRAND LOYALTY. Economic Computation & Economic Cybernetics Studies & Research, 50(1).
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning, pp. 31-44.
Podnar, K. and Balmer, J. eds., 2013. Contemplating corporate marketing, identity and communication. Routledge, pp. 44-47
Schröder, M., Falk, B., & Schmitt, R. (2015). Evaluation of Cost Structures of Additive Manufacturing Processes Using a New Business Model. Procedia CIRP, 30, 311–316. Available from : https://doi.org/10.1016/j.procir.2015.02.144, [Accessed on 17 Oct 2018].
Shrestha, S.K., 2013. Impact of Marketing Communication and Price Promotion on Brand Equity: Evidence from Durable Goods. Reshaping Organizations, p.205.
Simon ,E. (july 2018). Kathmandu holdings headed for higher peaks. Financial review https://www.afr.com/business/retail/clothing-and-accessories/kathmandu-holdings-headed-for-higher-peaks-20180628-h11zza
Sthapit, A. and Khadka, I., 2016. SOCIAL MEDIA MARKETING IN NEPAL: A STUDY OF TRAVEL INTERMEDIARIES OF THE KATHMANDU VALLEY.
Strang, E (2016), Kathmandu makes a comeback with 64 percent profit jump. Available from:https://theregister.co.nz/tag/xavier-simonet, [Accessed on 17 Oct 2018].
Thorson, E. and Moore, J. eds., 2013. Integrated communication: Synergy of persuasive voices. Psychology Press, pp. 12-19.
Underhill, J. (2016), Kathmandu targets 10% of total sales online, plans “capital-light”international expansion. Available from: https://www.nbr.co.nz/article/kathmandu-turns-first-half-profit-margins-widen-b-186565, [Accessed on 17 Oct 2018].
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download
