PROMOTION With internet usage increasing by 2.4% annually, with social media usage increasing by 3.5% since 2019 in NZ, Stella should capture this growth through multiple channels
5.5.1 STRATEGY IMPLEMENTATION: PROMOTION
(Kemp, 2020). Similar to the UK, promotional methods must be innovative and communicated through multiple digital platforms in order to maximise its reach. Digital adoption has been accelerated by Covid-19 (McKinsey, 2020). The promotional mix will be standardized to ensure a consistent brand image is communicated worldwide, reducing costs and resources whilst aspects will be adapted to the cultural level to stimulate interest (Kapferer, 2012). The main purpose of promotion for Stella in NZ is to raise awareness prior to the opening of the store (Primary objective - Section 4.2) Gen Z and millennial consumers in NZ may be aware of Stella because of their global presence and social media platform however may be unaware of the extent to which they operate sustainably and their efforts to protect the environment. Once awareness is built, demand through their website and through the store can be a focus.
RAISE AWARENESS
CHANGE PERCEPTIONS
STIMULATE DEMAND
Figure 21: Stella McCartney Instagram feed (2021)
