Integrated Communication Strategy for Promoting the Russian Brand of Technological Fashion Lingerie Le Journal Intime on the Russian Market

The following graduation project is dedicated to the development of an integrated communication strategy for promoting Le Journal Intime - the Russian brand of women's technological fashion lingerie - to increase the share of the brand to 25% on the lingerie market of the Russian Federation. The key goal of the project is to develop an integrated strategy and present an action plan which will help in achieving key aim and goals for the purpose of the company. Preliminary study for the purposes the project includes the following: - analysis of the lingerie market; - detection of tendencies and trends of the lingerie industry; - identification of key groups with market participants and closest competitors marked as benchmarks. As part of the competitive, information, media and business analysis of the research object, the key advantages of the brand were formulated - those to be considered and translated with key messages at various channels and communication formats. Also risk areas and threats were identified and transformed into the company's capabilities. The action plan includes the use of various channels, traditional and digital media, influencer-marketing and SERM. Budget is being proposed with a plan of spreading it for different channels, also an alternative plan of optimization is proposed. As well as the key metrics to be monitored during all time of strategy realization in order to make adjustments and evaluate the overall effectiveness.