Running head: MARKETING COMMUNICATION 1

Marketing Communication Assignment

Chester Student ID / Assessment Number: 1431057 / J22954

Laksamana College of Business

Module Code: BU6067

Number of words: 3896

MARKETING COMMUNICATION 2

Company Background

The company initially started in 1991 with only one shop in Geelong, Victoria. Since

then, Cotton On has rapidly grew into a true fashion terminal boasting 600 stores and 4500 staff

member with Nigel Austin as the Managing Director of Cotton On.

Though they started win only one shop in Geelong, Victoria, they soon had stretched out

a few shops through Australia. Eventually, the brand became sensation and hence has more chain

stores open throughout Hong Kong, Singapore, Malaysia, New Zealand and America.

Ongoing for 19 years, other than the rapid growing successes in expansion throughout the

nations with more than 600 shops, Cotton On has achieved in expanding more of their brand

which is Cotton On Body which specialize in sleepwear, intimates and active wear, Rubi Shoes,

which specialize in footwear, Cotton On Kids which specialize in children apparels, and Typo

which specialize in stationary and gifts.

Marketing Communication Tools

Advertising

Advertising is usually and broadly use and an effective ways of brand promotions. It aids

company to cover bigger audience within the shortest time possible. Advertisement main aims

are to draw attention, increase customer awareness and increase sales. Example of advertising

media would be broadcast ads, print ads, billboards, packaging, display signs and logos

(Evtikhevich, 2014).

Looking into Cotton on advertising features and characteristics, it can be seen that Cotton

on rarely use any sort of traditional medium (etc. television and newspaper) of advertising at all.

This is true by looking into this statement made by Bastick (2015) ‘As for traditional advertising

– TV, outdoor and the likes – Cotton On hasn’t ever touched it and Kennedy doubts ever will. He
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says the Cotton On brand is a “two engagement with customers rather than that broad approach

of ‘hey everybody, here’s our brand.’

Although Cotton:on lacks in its traditional advertisement, the company mostly and

commonly use its mean of advertise through the internet and social media. Below would be a

further analysis of Cotton:on ‘internet’ advertising strategies.

Websites. In Cotton:on their website characteristic is straight to business, as normally

brands would put social icon on the front page of their site to show that they are lively on social

media and to help users get there, however this is not the case for Cotton on. The reason for this

is Cotton:on has paid the user to get there so the final thing they want the user to do is to click

away to a social network. Also everybody has already aware that Cotton:on is at the social

media, hence there is no further need to convey to people any longer (Rajeck, 2015).

Facebook. Cotton:on has about 650,000 fans in Facebook. It is because Facebook is

very popular in Australia that Cotton:on achieve its ecommerce goals. The interesting aspect of

Cotton:on Facebook page is that the content is about its customer community, not just product

and videos. Following is the image example of such content (Rajeck, 2015).

Figure 1. Cotton:on Facebook page on community

Instagram. Having up to 430,000 followers on Instagram , it is the second famous social

platform by fans. Cotton:on does more efficiently on Instagram. The photos on its Feed are
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distinctive and suited to the channel. Cotton On are using a service (Like2B.uy) that aid the

brands capture clicks and portion revenue form Instagram. The service initiate this by

republishing Cotton:on Instagram feed and linking each post to the appropriate product page

(Rajeck, 2015).

The way Cotton:on would do advertisement through Instagram is by campaign for

example during the Chinese new year in 2016, they design a campaign on Instagram. The

promoters dressed up as monkeys “going bananas” with their customers which then their

“Cotton:on monkey bussiness” picture on the Instagram. After about three week of the

campaign, 1355 individual posts were uploaded with #CNYCottonOnSG on Instagram, which

reach about to 265,702 Instagram users (Escobedo, n.d.).

Figure 2. Monkey business campaign on Instagram

Sales Promotion

It is a Short-term inducement that a main goal is to increase sales of the goods and

services are called sales promotion. It is usually closely related to advertising. The example of
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Sales Promotion would be Coupon, sampling, refunds and rebates, loyalty program and

premiums (Evtikhevich, 2014).

Looking into Cotton:on sales promotion characteristic and feature, they commonly would

use other online shopping platform such as Zalora, ShopBack.my and Picodi.com to give

discount and coupon.

Figure 3. Picodi website on Cotton:on coupon discount.

Sponsorship

It is describe as cash paid to an assets which usually came in a shape of arts, sports,

entertainment and causes, which in return for entrée to the exploitable commercial feasible

related with the assets. Although it is usually nonprofit, sponsorship is enacted in the hopes of
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getting profitable returns in the long terms by achieving brand building and brand awareness

(Evtikhevich, 2014).

In Cotton:on they have their own main branches in dealing with sponsorship, which is the

Cotton On Foundation. Founded in 2007, the Cotton On Foundation task are mostly related to

managing sponsorship project. The Cotton On Foundation main aim is to develop 20,000

educational places by 2020 and empowering youth universally by the delivery of quality projects

in Uganda, South Africa, Thailand and Australia, through partnership with customers and team

members (Cotton On Foundation, n.d.). One example of sponsorship which done by Cotton on is

in Australia take place within Yirkala, Northern Territory. The project is called The Mulka

Project, which aim to educates and empower indigenous youth through music and cultural

programs thus helping in creating positive connection to culture and improving educational

outcome for Yolŋu youth. The Cotton Foundation help in funding The Mulka project’s

multimedia, that is state of the art, equipment including instruments, speakers, a mixing deck and

acoustic equipment for the community to use (Cotton On Foundation, n.d.).

Public Relation

A form of practice that create and maintaining goodwill of the company public image,

normally by publicity and other nonpaid shapes of communication. This practice would also

include support of arts, charitable causes, sporting events, education and other social engagement

(Evtikhevich, 2014).

Cotton:on has done quite a lot of Public Relation campaign. The Cotton:on foundation is

their primary source and is the main head related to Public Relation. Let take example on one of

its public relation campaign which take place in southern Uganda. The aim of the project is to
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build a school which could accommodate 500 African Student, build an outdoor Amphitheatre

and biogas toilets and kitchen (Cotton on Foundation, n.d.).

Influences of Consumer Buying Process on Marketing Communication

Problem recognition

A transaction cannot happen without recognition of needs. The need could have been

initiated by internal stimuli such as thirst or hunger or external stimuli such as global trending or

word of mouth (Johnston, 2016).

An example of Cotton:On way of initiating the customer external stimuli is by providing

information at Cotton:On foundation website. The website inform the customer if the customer

buy this specific product not only the customer get an high quality goods, the money the

customer use to buy the product will be utilize in one of Cotton:on community project. The

information of the money are being utilize by Cotton:on will hence trigger the customer external

stimuli to buy the product. Here would be such example the Cotton:on Tote bags, there a piece of

information telling that 100% of the earnings from the customer purchase went into giving youth

through quality education (Cotton On Foundation, n.d.).

Figure 4. Tote bags.

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Information search

After establishing a need or problem, the next course of action a customer would go is the

information phases, in order to knowing what they feel is the best result. This is the customer’s

exertion to search external and internal business environments, so that the customer can evaluate

and identify information sources involving to central buying decision. The buyers normally rely

on visual, print, online media or word of mouth for obtaining information (Johnston, 2016).

Cotton:on uses different type of method to relay information to its customer, most of the

method came from the online media such as Cotton:on website, Facebook, Instagram, twitter and

online retail shop. For instance in Facebook Cotton:on had posted its activity, events and the

realease of their new product for their follower in Facebook.. Cotton:on utilizing Facebook

ability to relay word of mouth of its subscriber through the concept of tagging and #hastaging.

Here some example of Cotton:on advert that provide information, the “7 Brands. 1 Cards. Loads

of Perks.” Campaign is CottonOn & Co. first, ever loyalty program they launches. It consists of

a series of event take place each day at different location. This was posted by Cotton:on at its

home Facebook page to inform its follower of Cotton:on loyalty program.

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Figure 5. Loyalty program announcement on Facebook.

Evaluation of alternatives

Consumer will assess different brands or products at this phase on the basis of substitute

product attributes- one which that gives the benefit consumer seeks. Consumer’s attitude is the

factor that greatly influences this phases. Other factor which influences the assessment phases is

involvement (Johnston, 2016).

In the aspect of searching for alternatives Customer use online retail Platform such as

Zalora.com. In Zalora customer can compare between product of Cotton:on, Zalora, Espirit and

Something Borrowed etc. Customer can also compare price of each products.
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Figure 6. Zalora.com, comparing products

Purchase decision

The last but one stage where the transaction took place. The last purchase decision could

be ‘disrupted’ by two reasons: bad review from other consumers and the level of motivation on

agreeing on the review (Kotler as cited in Johnston, 2016). Moreover the probability of the

`purchases to be disrupted is because of unexpected circumstances like sudden job relocation or

job loss (Johnston, 2016).

Cotton:on Black Friday campaign that launches once every year. In this event there will

be a huge discount of 30%-60% of Cotton products.

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Figure 7. Black Friday.

Also, Cotton:on also had other media to encourage its customer to finalize its purchase

such as Picodi.com and Cuponation.com. This website give Coupons codes that give discount to

Cotton:on products.

Post-purchase behaviour

In instant, consumer will differentiate products with their past expectation and will be

satisfied or dissatisfied. Hence, these phases are crucial in holding consumers. This can

enormously affect the decision process for comparable transaction from the same organization in

the future, having an inevitably indirect effect at the information search phase and assessment of

alternative stage. If the consumer is pleased, this will lead in brand loyalty, and the information

search and evaluation of substitute stages will frequently be skipped altogether (Johnston, 2016).

Cotton:on is in Partnership with Bussiness for development, Base Titanium and the

Department of Foreign Affairs and Trade, launching sustainable cotton program in Kwale
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county, Kenya called Kenya Cotton. Kwale is situated on the South coast of Kenya also a region

that has low experiences agriculture yields due to insufficient training in farming techniques.

Additionally local community has limited access to formal education, low incomes and inflating

food price (Cotton on Group, n.d.).

Through the program, Cotton:on are aiding the farmers in Kwale transition from

subsistence farming to sustainable cotton farming practices which will give better social,

economic and environmental impact. Cotton:on are committed to buy 100% of the cotton lint,

which is a premium grade (Cotton on Group, n.d.).

Hence knowing that all the product of is made out of pure premium cotton and knowing

the fact that it also help the inhabitant of Kenya, the customer had the sense of satisfaction and

purpose of buying the products (Cotton on Group, n.d.).

Application of Communication Process on the Company

Sender

The sender uses the mixture of symbols, words and pictures to communicate. The speaker

is the encoder in oral communication, and writer in written communication (Icebreaker Ideas,

2017).

Cotton:on launch an Ad of underwear for women. The Ad contains a picture of a model

semi naked and a context called “Your Favorite Brazillian”. This Ad is for promoting Cotton:on

underwear in conjunction to the Rio Olympics (Endenson, 2016).

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Figure 8. Rio Olympic Ad.

Message

The data exchanges in-between the sender and receiver result a message, either intended

or unintended. The sender must ruminate the context so that the message to be understandable.

Plus, the message must be clear in definition, examples or picture to insure comprehension

(Icebreaker Ideas, 2017).

The Ad message would be “Your Favourite BRAzillian” as it is during the Rio Olympic

in Brazil, the Brazillian is merely a clever puns of words between Brazil and Bra. The ad aimed

at present trends around the Brazilian underwear silhouette that involve the model to be dresses

in such underwear (Endenson, 2016), in addition the puns is to meet the trends of young

generation.

Transmission

It is known as the medium for communication. Medium is a channel which the message

is sent. It could be either by electronic, sound, or print. The choice is influenced by the type of

the message and the relationship between the receiver and the sender (Icebreaker Ideas, 2017).
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The medium the Cotton:on had use is through their website, Facebook post, Instagram

and also a print pamphlet that is distributed during the Olympic.

Receiver

Those who receive the message interpret the message. The receiver will be influenced by

the context, as well as internal and external stimuli. The message may not be received correctly if

the receiver has a biased opinion. Personality and attitude affect the receiver (Icebreaker Ideas,

2017).

The receiver would be the subscriber of Cotton:on Facebook and Instagram page.

Feedback

This is the response of the receiver and their reaction to the message. Silence can be

considered as a form of feedback, or the receiver would respond in writing or orally. Feedback is

use to ratify the message was implicit and any essential action was taken (Icebreaker Ideas,

2017).

The feedback would be angry feminists complaining the AD and offended by the

portrayal of women in the ad (Endenson, 2016). The complaints included: 1) How they find this

image and text offensive because: 2) The ad is displayed publicly and has semi nudity 3)

Suggestively it looks like a soft core porn 4) It is Racist 5) Brazilians portrays in a sexual

stereotype 6) Most of the posters miss spelt Brazilian. 7) Is belittling to women 8) Negative

portrayal for Brazilian women (Endenson, 2016).

Marketing Communication Strategy

Product Life Cycle

The product life cycle explain the period of time over that a product is created, shelved to

market and inevitably removed from the market. The cycle is divided into four stage which is the
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introduction, growth, maturity and decline stage. The concept of product life cycle are utilize by

the marketer to choose when is the right time to advertise, reduce prices, diving new market or

designing new package (Investopedia, n.d.).

Introduction Stage

At the introduction stage, the product is anonymous to the market and usually needs a

huge business investment to produce the goods. This stage is where the product is presented to

the world for the first time. At this stage there is no demand for the product hence marketing and

branding is vital to attract buyers. The main objective of this stage is to launch the goods and

create demands (Ransom, n.d.).

This section will cover in developing a Marketing Communication Strategy for the

certain product line of Cotton:on products. The Cotton On Men’s 91 shirt are chosen product

line. The 91 shirts product line is in its early stage of product life cycle as its located in the new

arrival section of Cotton:on website.

Figure 9. 91 shirts.
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According to expert marketer During the Introduction stage it is recommended that

The product is to build brand awareness through advertisement etc., planning the pricing

strategy, target the market for distribution, Patent or trademark it if necessary and develop the

market for the product.

Target Market

The target market should be Men ranging at the age of 16-34 as this range age is said to

be a social media active usage age range. To be a bit more specific it is recommended to focus on

the most used social media user that use Tumblr, Instagram, Youtube and Twitter as combining

the 16-24 and 25-34 it accounted for 70% in Tumblr, 67% for Instagram, 61% for Youtube and

61% for Twitter.

Figure 10. Age distribution of active social media.

The geographic areas that are targeted and use for this advertisement campaign is Brunei

Darussalam. Brunei Darussalam is a sovereign country that is situated on the north coast of
MARKETING COMMUNICATION 17

Borneo in South East Asia, that has population of 423, 196 in 2016 (Esa.un.org, n.d.). The

population consist of predominantly Malay, moderate number of Chinese and others few foreign

expats.

Product Trademark/Copyright

Trademark laws provide protection for logos, brand marks or symbols related with a

brand. For example the Lacoste Crocodile or Tommy Hilfinger’s flag designs. If the competitor

uses the comparable design to obscure customer, trademark law would protect that design.

Though, trademark law does not protect the design concept of the cloths (Sanders, n.d.).

Pricing

The pricing should be at cheap affordable range of $20 because mostly company will

mostly start their price as cheap as possible to develop its customer base. Also social media user

follower would highly have the sufficient income if not more to purchase the product.

Distribution

The distribution would normally be at Cotton:on own physical retail shops. Though it is

highly recommended to use online distributor and retailer like Zalora.com, Alibaba.com,

Lazada.com and Cotton:on own website as it would reach more targeted market globally.

Promotion

Cotton:on should build brand awareness at the early stage. It is worth employing with a

brand design or communications agency as they mature to institute a strong brand. Cotton:on can

use trial incentives or samples to capture early adopters of the goods and services

(nibusinessinfo.co.uk, n.d.).

In terms of promotion it is recommended that should do Advertising, Sales Promotion,

Event Marketing, and Public Relation.

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Advertising Inroduction

Advertising is the most frequently utilize marketing communication tools, accounting for

a major proportion of a marketing communication budget. It can be measured to be impersonal

because it doesn’t talk of individual audiences, and one-lane due to it can’t close the loop in

carrying feedback or messages to the company. Also it is paid by identified sponsor. Advertising

is still the most used as majority of a marketing communication budget, although there many

other media and tools that can be used to communicate efficiently with a brand audience. The

maturity of online social platform and mobile phone has seen advertising dollars dilute into other

media. Advertising is mainly to be utilizing in building brand awareness (Chitty et al., 2015).

Advertisement has 5 different vital function of Informing, persuading, reminding, adding

value and assisting other marketing efforts. Informing is where advertising increasing the

awareness of the customer of new brands, telling them of the brand feature and benefits, and

facilitates the creation of positive brand images. Persuading is where the advertising influences

try to persuade the customers to try the advertised product or service. Reminding is where

advertising keeping a company’s brand uppermost in consumer’s minds, the impact of past

advertising makes it possible for the advert’s brand to be considered for purchased. Adding value

mean advertising add value to brands by influencing perceptions. Assisting other company

efforts mean advertising plays the crucial role in assist sales representatives (Chitty et al., 2015).

The advertisement in Cotton:on should contain any of this 5 vital function. The

advertisement should contain information to inform the customer for example the advertisement

for Cotton:on’s ‘91 shirts’ should contain info that tells that their cotton is a genuine cotton from

Africa and by buying this product means helping Africa cotton industry thus giving more jobs to

Africa. Also the advertisement for Cotton:on’s has message that would persuade and adding
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value to young men that by wearing this product it will give them the social confidence and

boost, as wearing this shirt is the norm for casual wears.

The advertising media that would be recommended would be through the television,

radio, newspaper, Youtube, instagram and Facebook.

Advertising Media- Television

In terms of the television it is recommended to advertise on Astro. Astro is a Malaysian

direct broadcast satellite pay TV service, It transmitting digital satellite television and radio

through the households in Brunei and Malaysia (Astro.com.my, n.d.). Astro is the most is used

and almost every household in Brunei owned an Astro.

Figure 11. Asian Satellite Television and Radio Operator.

The channel that is recommended to advertise in is at channel 391, 701, 713, 715, 808

and 810. Channel 391 is KBS world, a Korean channel that airs its latest Korean drama. It is

highly watched by the young female populace in Brunei. Channel 701 is the AXN, an American

related channel which air the latest action drama and series such as Super Natural, Arrow and

Game of Throne. Mostly watch by the young men as they are into action drama. Channel 713 is

MTV Asia, A channel which broadcast the latest music and fashion trends. Most Bruneian is into

the latest music and trends and wanted to keep up with it so long as it is acceptable to its moral

code.
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Channel 715, Animax is a Channel which shows anime which is a Japanese cartoon and

Japanese TV show that has dedicated subtitles. It can be seen that Young Bruneians male are

fascinated with Japanese anime culture, most of this male is said to be active in the internet.

Channel 808, Egg Network is an e-sports channel. E-sports are a competition by using

video games. E-sports take in the form of organized, multiplayer video game competition, mostly

between professional players. It is recommended to use this channel to advertise because most

that watches E-sport play the game itself via Mobile and Laptop, which also require the internet

to play hence they are internet heavy users.

Channel 810, Astro Super Sports is a Channel which shows the latest sports events live.

The most highlighted sports in this channel are the UFC a Mixed Martial Art fight and English

Premier League a football tournament league. Majority of the male population in Brunei likes

football hence advertising in this channel is needed.

Advertising media- Radio

In terms of Radio, it is recommend using KRISTAL FM. Kristal fm is currently Brunei’s

sole private commercial radio station. Created in January 1999, Kristal fm operate on frequency

90.7FM and 98.7FM. The reason to use this radio station because it is advertising friendly and

has over 80,000 listeners a day (KRISTALfm, n.d.). The right time that would be effective to

advertise would be at 5AM-8AM as this is the rush hour of Bruneian to go to work and school,

Most Bruneian travel by car hence they will likely to listen to radio while driving.

Advertising media- Newspaper

For newspaper press it is recommended to use The Borneo Bulletin. Borneo Bulletin is

the only daily English-language newspaper outlet that the country has. There used to be another

English language newspaper outlet known as TheBruneiTimes however it shut down due to
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bankruptcy. The reason for recommending Borneo Bulletin is it is the only local newspaper

outlet that uses English language the other newspaper outlet use Malay and Chinese language.

Figure 12. Sample of Borneo Bulletin.

Advertising media- Social Media

The reason to use Social Media to Advertise is because almost the whole world use it, it

is fast and more importantly it’s free.

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