Assignment Task
Marketing Communication Authentic Assessment Case
Wife and husband team, Margarida and André Oliveira founded the now respected Brazilian denim company “Oliveira” in 1957. Margarida was a talented fashion designer who worked for other brands, and felt it was time to launch her own brand. She was also very creative and wanted to launch her brand around clothing that was not normally considered for bespoke or couture fashion. She began working with Brazilian cotton farmers to manufacture denim cotton that was supple and strong. Margarida designed three styles of women’s jeans and two for men and then customised every garment to suit individual clients’ body shapes and denim colour preferences. Husband André turned out to be a talented salesman and they grew the business into a thriving local endeavour. Margarida and André Oliveira were recognised by the Brazilian Government for hiring local employees and for their business efforts with two entrepreneurial awards in 1981 and 1982. Daughter Francisca, formalised the firm’s relationship with the Brazilian Association of Cotton Growers and expanded the Oliveira brand nationally, in the early 1990s. While still retaining the bespoke foundations, Francisca capitalised on a national marketing campaign, through traditional marketing channels, which highlighted that each garment was meticulously handcrafted and locally produced with local materials and employees, and every item was still personally signed by Margarida (even though she had retired). Customers loved the campaign, but the impact on sales was stilted. In the 2000s, the company began to suffer through changing demands. Casual loungewear had exploded and these were typically made from wool, lightweight cottons, terry cloth and linens. Fashion trends included pleated, bubble and mini-skirts, cut out dresses and Capri pants. Oliveira responded by launching a new product line of bubble skirts, made from their softest denims, but the fashion trend was short-lived and the product line was never popular. The attempt to shift product lines cost the company dearly in terms of reputation, brand strength and financial investment. In early 2021, granddaughter Juliana took over Oliveira as the new Chief Executive Officer. While young, Juliana has worked in the fashion industry her entire life. She has seen the importance of sustainability and recognises the important role that slow fashion will play in the next decade. Juliana describes slow fashion as manufacturing which respects people, environment and animals and the opposite of fast fashion. She has set her sights on generating growth through innovation, and longer term, wants Oliveira to become a top 10 bespoke jeans brand in the world. To achieve this goal, Juliana began looking for a marketing communications expert to analyse the brand, with the view to launching a new product in early 2022. As part of RMIT’s LinkedIn involvement, Juliana became aware of the significant positive impact that Marketing Communications students were having on the product development and marketing communications environment in Australia and she was impressed by your resume. Congratulations, you are the newly appointed “Marketing Communications Manager” for Oliveira.
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