Conclusion.
The E-Portfolio follows the SOSTAC analysis framework (Smith, 1970), developing a strategic marketing opportunity Balenciaga should undertake in the digital and physical space covering research and tactics to reposition Balenciaga in the consumer minds, the choice to reposition comes from situational analysis, from consumer research and competitor research, combining this with Balenciaga’s own analysis of their strengths and weaknesses, finding opportunities that sit best with their target audience and reposition Balenciaga after their scandal.
The aim to reposition is completed by introducing a new tone of voice and art direction, this covers Balenciaga’s communication strategy and their visual representation online and offline. Tactics include out-of-home marketing to reach wider audiences and greater exposure to achieve sales orders, to new product imagery that can be used on a range of other tactics like social media marketing and email marketing. The reason for repositioning comes from the target customer valuing relationships with brands (Deloitte, 2017) and alignment in values and morals (Retail Touchpoint, 2022), these will help generate sales of the new collection but also rebuild the relationship with the brand. Specifics of location of billboards, style and suggested influencers for example all stem from customer analysis research.
It is also important to note the risks involved with repositioning Balenciaga, but any risk involved is accounted for and avoidable helping to reinforce the suggestion to reposition and pour resources into the suggested tactics found in the budget of £4 million annually. All tactics are measured in line with achieving the objective, this refers to Bisons digital marketing engine (Bison, 2023). Every tactic has the aim help achieve repositioning Balenciaga in the hope they are not too far gone, to rebuild and retain their customers but also play into their preferences with essentials and more humanised friendly tones across offline and online touchpoints, the suggestion will work due to thorough research on the consumer and their preferences and the competition, to make Balenciaga a lead competitor again, building on their weaknesses like avant-garde designs and inconsistency on social media for example.