Analyzing the effective marketing strategy of the diversification of the fashion brand biyan
This following research paper examines the integrated marketing mix of the successful fashion line BIYAN Bride, which managed to double sales in only 2 years and is still a growing brand that plans towards going international. rnBy applying the right marketing communication strategy, BIYAN Bride emphasized on a marketing communication mix that concentrated on achieving customer's satisfaction, boosting the company's image through the media and of course, increasing sales resulting in superior branding. rnMoreover, after 2 successful years, BIYAN Bride managed to do a brand association with a famous international event designer, Preston Bailey rnrnThe study was conducted using primary data acquired from the BIYAN marketing team in the time of May and June 2008, and further interviews conducted with previous BIYAN Bride customers. The approach used for this study was an analysis between the customer satisfaction and the brand association with Preston Bailey, resulting in superior branding.rnIn this thesis I will determine how this success story was realized and analyze the strategies applied.
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