Development of an Integrated Marketing Communication Plan for a Brand

This thesis is focused on creation and implementation of integrated marketing communications (IMC) plan for themarket, which is an online marketplace for fashion clothing. This company is a fast-growing stratup; nevertheless increase in growth rate is urgent for the company. The main critertia of growth for the company is number of users. Before release of MVP business is concentrated on VKontakte public page, and company’s users are all of this page’s subscribers. The problem of the company is maximizing its market share in shortest possible time, and suggested IMC plan is expected to solve this problem. This IMC plan was successfully developed and implemented, and even though budget was slightly exceeded, other metrics show that it was successful and reached all its goals, such as doubling the number of users and tripling the reach. Existing channels were effective for the content delivery, and said content gained positive reviews from the audience. Targeted advertising was also successful, though paid post placements via VK’s marketplace were slightly less effective. Customer’s executives praised the plan and are willing to continue partnership.