Integrated Marketing

Communication Plan for

Bath & Body Works in

Malaysia

Name: Cheryl Juliet Joseph

Professor: Dr. Pamela Morris

Integrated Marketing Communication Plan for Bath & Body Works in Malaysia Introduction/Background Bath & Body Works is an American retail store under the L Brand, which flagships includes Victoria Secret, PINK, and Henri Bendel. Bath & Body Works was founded in 1990 in New Albany, Ohio, and has since expanded across the United States and Canada (in 2008). It specializes in shower gels, lotion, fragrance mists, perfumes, candles and home fragrances. In November 2006, Bath & Body Works launched its first television commercial advertisement. In October 2010, it opened it first stores outside of North America in Kuwait, by the franchise giant, M.H. Alshaya. Bath & Body Works finally opened a store in Malaysia in December 2014 by The Valiram Group. As of 2015, this brand operates more than 1,600 stores worldwide, and close to 100 international outlets. Bath & Body Works reported sales results for the fourth quarter ended February 1, 2014. For the period, the company reported sales were $1.205 billion. Situation Analysis With over 1,600 stores nationwide and the ability to purchase Bath & Body Works product online, the brand aims to become the ultimate stop for personal care products. Its current marketing strategy and sales opportunity occur during holidays, sales and with the release of new products and fragrances. To further establish their stronghold the company offers semi-annual sales in their retail stores as well as various specials throughout the year including Bath and Body Works promotional codes for use while shopping online. Generally, Bath & Body Works also does a marketing campaign for the release of new fragrances and product lines. Direct mailing in the form of e-mail and traditional post mail, text coupons, and special offers are the main sources of advertising for this brand. Bath & Body Works also has well-established Facebook and Twitter pages, with over seven million likes on Facebook, and 245 thousand followers on Twitter. Its Facebook page is used to promote sales, drive people to sign up for emails and mobile alerts, and to purchase gift cards, whereas its Twitter account is used primarily to promote random “acts of indulgence” prompting followers to take a bubble bath or try a new fragrance. Bath & Body Works does not use traditional mass media. The largest portion of Bath & Body’s marketing goes toward direct mail, email newsletters and in-store promotions of new product, but the lack of reach and exposure fail to build awareness in potential new customers. With its first and recent store opening in Malaysia, the brand has to resonate their advertising strategy and message towards the different culture.

SWOT ANALYSIS Strengths

• Recognizable brand image • Frequent Promotions • Strong customer loyalty • Strong brand equity • Strong financial position

Weaknesses • More expensive than many other

brands of the same product • Low market share • New brand to the market

Opportunities

• Online marketing • Promotions • Product expansion • E-commerce: Better understand

target market

Threats • Consumer loyalty to other brands • Local competitions • Economic slowdown

Objectives The objective is to build buzz for Bath & Body Works among its target audience who are unfamiliar with the brand. Since the brand recently opened its first store in Malaysia, it should start advertising its brand/products to increase the brand’s visibility in the new market, in a way where its target audiences will be familiar with the brand. Secondly, to create a brand image that is in keeping with sophisticated and coinciding with trending lifestyle in Malaysia. Bath & Body works should try to position the brand vis-à-vis the local competition. The brand should make sure it is keeping up with the trends in general and among its competitors. The third objective is to facilitate action (a purchase). Bath & Body Works should execute a successful advertising plan that resonates with the different culture, which will attract new or existing consumers and potentially increase the sales of its products. Target Public/Audience The primary target audience for Bath & Body Works is women between the ages of 18 and 24 who have college education with a disposable income of at least $15,000 (approximately RM50,000) per year. The secondary target audience is women ages 25-54 with a disposable income of more than $30,000 (approximately RM100,000) per year, and are employed. These women want to have an impactful aroma in their everyday lives. They are professional women who must look and smell their best, and often search for the best brands of products to use. With the current work environment and daily life being fast-paced, they rely on high quality products to last them throughout their busy day. These women are located in major urban markets such as Kuala Lumpur, Malaysia (where the first Bath & Body Works store is located). With that being said, they are more inclined to utilize nontraditional media for information, in the way of social media and online advertisements. Also, Bath & Body Works’ media campaign focuses on demographics that have already demonstrated an interest in the brand, many of which have already used the brand’s products. Message Strategy In the U.S., the brand has different themes based on different seasons. However, when it comes to country such as Malaysia that has only one season throughout the year, it is essential to create a theme to give focus to the campaign. The campaign should focus on the festivals/celebrations theme to give unity to the campaign in Malaysia. Bath & Body Works defines its consumers as liveliness and lightheartedness. Despite the seasons and store locations, Bath & Body Works is about its fragrance and its fanciful spirit. Hence, the theme chosen should resonate with the central core message of the brand. Media/Communication Channels Since the target audience is mostly employed women who live in urban areas, Bath & Body Works will utilize online media mix such as digital and social media as the primary way to reach its target audience. Social media can promote engagements among consumers and often will lead to word-of-mouth advertising. Nontraditional media such as women magazines and direct mail will also be used as communication channels to reach the brand’s target audience. This could increase the brand’s exposure in the market, which would lead to higher reach and frequency among its target audiences.

Creative Tactics Malaysia is famous for its celebration of various cultural festivities throughout the year. This is mainly because along with other smaller ethnic groups, the country has three main cultures/races, which are the Malay, Chinese and Indian. Therefore, the campaign will focus on the celebration/festivity theme as an interactive approach to get the public and the target audience’s attention. Besides that, creating an online marketing campaign that consists of social media is an essential way to promote engagement among consumers, and can help increase consumers understanding, commitment and action related to the campaign. This tactic can also create a sense of belonging and trust towards Bath & Body Works. Timetable The campaign should be at least executed for one full year, as it is a “new” brand to most people in Malaysia. The campaign should be elevated during the first few months of the launching of the brand/products to promote more exposures towards the brand, and during the festive seasons in the country, when people tend to purchase the products such as during Christmas season, Mother’s day, Teachers’ Day and more, when people are out looking for gifts for their loved ones. The campaign should also heavy up a few weeks before the country’s largest festivities such as New Year, Chinese New Year, Hari Raya and Deepavali. This is because those who celebrate tend to get rid “old” stuff at home to replace it with “new” items. This is a popular belief among the Chinese. Also, social media campaign should be up and running all the time for the whole year to maintain an online presence and hopefully, act as a reminder to the consumers. Measurement Since a large part of the campaign will utilize online marketing, the outcome of the campaign objective, which is to facilitate actions and increase awareness of the brand, can easily be measured by digital analytics. For instance, advertising through ad mails or online ads can be tracked and measure using Key Performance Indicators (KPIs) such as impressions, clicks, click-through-rate and conversion. The advertisements can also be optimized to satisfy the objectives and goals of the campaign during the campaign. After the campaign, the increase or decrease in sales would determine the success of the overall campaign.

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