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Komfort Kicks IMC Strategy for Women’s Product Line
Komfort Kicks
IMC Strategy
Women’s Product Line
Kathie DeLaGarza
Jon Lamlech
Jennifer Mathis
Jessica Harris
Michael Day
Chris Lach
April 21, 2013
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Komfort Kicks IMC Strategy for Women’s Product Line
Table of Contents
Executive Summary ............................................................................................................... 1
Corporate Growth Objectives................................................................................................. 2
Analysis of Promotional Program ........................................................................................... 2
Budget Determination ........................................................................................................... 2
Brand Identity ....................................................................................................................... 2
Logo...............................................................................................................................................2
Business Card .................................................................................................................................3
Letterhead .....................................................................................................................................3
Overview of the Promotional Mix .......................................................................................... 4
Internet Marketing Campaign .........................................................................................................4
Advertising Campaign.....................................................................................................................6
Direct Marketing Campaign ............................................................................................................6
Sales Promotion Campaign .............................................................................................................7
Public Relations Campaign ..............................................................................................................8
Komfort Kicks Campaign Timeline .......................................................................................... 9
Monitoring, Evaluation and Control ....................................................................................... 9
Appendices ......................................................................................................................... 10
Appendix A – Storyboard Conceptual for 30-second commercial .................................................... 10
Appendix B – Radio Script for 30-second spot................................................................................ 11
Appendix C – Banner Ad Package .................................................................................................. 12
Appendix D – Flyers, Ads, 2-Page Spread, Trifold and Billboards ..................................................... 13
Press Release: ...................................................................................................................................... 13
Bumper Sticker: ................................................................................................................................... 13
Billboard: ............................................................................................................................................. 14
Newspaper Ad: .................................................................................................................................... 14
Magazine Ad: ...................................................................................................................................... 15
Trifold Brochure: .................................................................................................................................. 15
Women’s Door Hanger: ....................................................................................................................... 16
Flyer:.................................................................................................................................................... 17
Appendix E – Coupons, Post-cards, Point-of-Purchase Displays ...................................................... 18
Women’s Coupon: ............................................................................................................................... 18
Women’s Coupon: ............................................................................................................................... 18
Point-Of-Sale Display:.......................................................................................................................... 19
Membership Card (Front): ................................................................................................................... 19
Membership Card (Back):.................................................................................................................... 20
Women’s Direct Mailer: ...................................................................................................................... 20
Komfort Kicks IMC Strategy for Women’s Product Line
Executive Summary
Komfort Kicks, Inc. is a North American athletic shoe company that manufactures high-end, professional
soccer shoes. They have been in existence for ten years in the United States. The main headquarters is
just outside of Chicago, IL from where the shoes are distributed. The brand has been quite successful in
the past, but losing significant market share to Nike and Adidas. Management has decided to
complement its soccer shoes with a stylish training jacket, pants and jersey to completely outfit soccer
players or workout enthusiasts. The outfit is lightweight in design; providing maximum comfort and air
circulation for indoor workouts, outdoor practice and soccer games. While Nike and Adidas are battling
for global soccer domination, Komfort Kicks would like to make a comeback under the radar and
strengthen its brand and reputation while becoming a sponsor at the 2016 Olympic Games in Rio de
Janeiro.
With increased competition in the sports athletic market, management has hired DeVry University’s
Creative Marketing firm to propose an IMC Campaign. This campaign is intended to strengthen the
Komfort Kicks brand equity, promote its new training outfit and increase sales.
According to IBIS World, the sports and athletic goods industry has seen overall sales revenue decline at
an estimated annualized 2.6% during the five years to 2012 to $8.9 billion; these figures include an
expected 2.1% revenue increase in 2012. Over this time, the average profit margin for industry operators
has also contracted due to the rising competition from imports, which has put downward pressure on
selling prices. Research has concluded that as consumers become more health conscious, they will feel
more inclined to purchase athletic apparel. Demand for sports and athletic apparel is projected to
increase and steadily grow revenue in the short term, despite the overall decline of the industry in the
United States. As the recession subsides, revenue is forecast to grow at an annualized rate of 1.0% to
reach $9.3 billion by 2017.
Komfort Kicks has taken a back seat to Nike and Adidas, each grabbing an estimated 35% market share in
selling athletic wear. During the last two years, Komfort Kicks has reported 5% market share with sales
revenues averaging an estimate $445M for the past fiscal year. Management feels it can strengthen its
brand and increase sales by offering a light-weight, comfortable training outfit. Komfort Kicks will offer
three lines of the outfits for men, women and youth. The retail price for the men’s and women’s training
outfit is $149; while the youth outfit will sell for $129. Each outfit includes a lightweight training jacket
with detachable hoodie, pants and jersey. The outfit material is made of a lightweight mesh to allow air
to circulate and cool the body during physical activity.
The age of the target market varies with each of the outfit product lines. The men’s age is from 18-35
years old, while the women’s age is from 18-28 years. The children’s age will range from 6 to 17 years.
The average family income level earns $100,000 and above; and typically live in major metropolitan
areas. These consumers typically work out regularly and enjoy tennis, volleyball, soccer, yoga, ski and
jogs.
Komfort Kicks needs to increase awareness of their products, enhance the image of their brand, expand
to an international presence and increase their market share and sales. They will strive to achieve this
goal for each of their three lines of training outfits.
Komfort Kicks is hiring DeVry’s Creative Marketing firm to develop an Integrated Marketing
Communications (IMC) campaign for their US-based company and also for global expansion to the Brazil
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Komfort Kicks IMC Strategy for Women’s Product Line
market. While revamping the US-based marketing materials, media, ads and promotions, we’ll also be
outsourcing to a creative firm in Brazil to transform our creative into appropriate venues in that market.
The Brazilian ad agency will transform the website to something that is understandable in Portuguese as
well as developing radio and limited TV advertising to drive consumers to the website. Management
feels that proper advertising strategies and promotional campaigns internationally will be a perfect
strategy for global exposure and brand awareness leading up to the 2016 Olympic Games.
Corporate Growth Objectives
The objectives for Komfort Kicks are as follows:
1.
2.
3.
4.
5.
6.
Increase awareness of the brand by 20% in three years.
Enhance the overall image of the brand by 20% in three years.
Improve overall sales by 10% in the first year.
Increase domestic market share by 15% in the next five years.
Initiate expansion into the Brazilian market through an online presence.
Innovate and offer athletic sportswear and accessory product-lines to compete with Nike and
Adidas products.
Analysis of Promotional Program
The existing media, website and collateral are outdated. The company needs a fresh new look to spark
attention, interest, desire and action (AIDA) in all of their lines. Social media including Facebook and
Twitter need to be incorporated into the website. The Brazilian marketing media needs to be developed
totally from the ground up. They really need to get their online presence known way in advance of the
2016 Olympics.
Budget Determination
The total budget for this marketing makeover will be an estimate $20M over the next three years. That
figure will include both the domestic revamp of the brand and the development of the Brazilian website,
radio and TV ads.
Brand Identity
Logo
Below is the company logo, which will be consistently used throughout all product lines and campaigns.
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Komfort Kicks IMC Strategy for Women’s Product Line
Business Card
Below is the company business card, which will be ordered for all Komfort Kicks employees.
Letterhead
Below the company letterhead, which will be ordered for all Komfort Kicks employees to utilize and can
be used for correspondence, memorandums and statements to customers.
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Komfort Kicks IMC Strategy for Women’s Product Line
Overview of the Promotional Mix
Internet Marketing Campaign
Objective: Our objective is to achieve an effective online presence by creating a website and
populating social media sites. Through this online presence, we plan on building brand
awareness as well as product awareness of our new athletic wear lines and provide a platform
to establish and maintain our customer relationships. Our last objective is to increase new sales
and retain return customer business.
Budget:
Website
Social Media
Startup
$16,000
$2,000
Year 1
$4,000
$2,000
Year 2
$4,000
$2,000
Year 3
$4,000
$2,000
Year 4
$4,000
$2,000
Year 5
$4,000
$2,000
Grand
Total
Total
$36,000
$12,000
$48,000
Message Strategy: Komfort Kicks will be launching a brand new Website featuring our new
product line of athletic wear and integrating social media to drive traffic, excitement and
awareness to our website. Through our online integration, consumers can feel a direct
connection with our company. This gives our consumers an opportunity to feel like they’re
demands and concerns are being heard, almost as if they are part of the company. Online
integration allows consumer to follow our social media being the first people to know of any
updates, ongoing news relevant to our company, product launches and promotions. Along with
social media, our website will also provide the most current deals and promotions that will be
exclusively available online only.
Media Plan: Our media consists of a website and multiple social media profiles, which help
establish and maintain our objective of having an effective online presence. Our sites are listed
below:




www.kkickswear.weebly.com
www.fb.com/Kkickswear
www.twitter.com/Kkickswear
https://plus.google.com/u/0/110190440423676255649/about
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Komfort Kicks IMC Strategy for Women’s Product Line
Artwork:
Facebook:
Twitter:
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Komfort Kicks IMC Strategy for Women’s Product Line
Advertising Campaign
Objective: Our objective is to raise awareness of our company and products that we offer by
clearly identifying our target market. We will have to focus on persuading prospective
customers to switch to our products from our competitors. We want to accomplish these
objectives by supporting events where we can market our products (tournaments, expo’s etc.).
We also plan to increase advertisement through television and radio ads, billboards, magazines,
newspapers and flyer handouts.
Budget:
Tv Ads
Radio Ads
Billboard
Internet
2 Page Ad
1 Page Ad
Flyers
Newspaper
Startup
Year 1
Year 2
Year 3
Total
$245,000
$245,000
$245,000
$245,000
$980,000
$16,000
$16,000
$16,000
$16,000
$64,000
37,000
$40,000
$45,000
$50,000
$172,000
$1,000
$2,000
$3,000
$4,000
$10,000
$238,000
$238,000
$238,000
$200,000
$914,000
$195,000
$195,000
$175,000
$175,000
$740,000
$7,500
$7,500
$7,500
$7,500
$30,000
$30,000
$30,000
$40,000
$40,000
$140,000
Grand
Total
$3,050,000
Message Strategy: Komfort Kicks will be focusing on the benefits that will make our products
more desirable for women to own. We will want to focus our advertising on the benefits of
wearing our products and the comfort ability that comes with wearing our clothing. There will
also be a focus on physically active people who are serious about their sports while wearing
high quality products.
Media Plan: Our advertisement media plan will be focused on reaching out to people through
specific outlets such as billboards, television and radio ads, internets banner ads, magazine and
newspaper ads.
Direct Marketing Campaign
Objective: Here at Komfort Kicks, our objective for direct marketing is to make people aware of
our product as much as possible. We want to narrow down our target market and get to as
many prospect customers as possible. The best for of marketing is to actually get out there and
participate in events, sporting events, gym, etc. For direct marketing we plan to have a strong
sales/marketing team. We want to pass our bumper stickers, brochures, and business cards.
Lastly is going door to door, placing door hangers, mailing out direct mailers and even emailing
newsletters to anyone interested in our apparel line.
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Komfort Kicks IMC Strategy for Women’s Product Line
Budget:
Startup
Bumper Stickers
Trifold Brochure
Direct Mailer
Door Hanger
Business Cards
E-mail Newsletter
Year 1
$1,300
$700
1,200
$950
$3,000
$504
$1,100
$636
$1,086
$896
$3,000
$504
Year 2
Year 3
Total
$1,100
$1,100
$4,600
$636
$636
$2,608
$1,086
$1,086
$4,458
$896
$896
$3,638
$3,000
$3,000
$12,000
$504
$504
$2,016
Grand
Total
$29,320
Message Strategy: Komfort Kicks will be focusing on the apparel line and creating a positive
message for all of those who do physical activities and likes to work out. By having a high quality
product and making customers aware of our product is key to any strategy. By doing direct
marketing it will be easy to get the name out there, but the company’s responsibility to keep up
a strong message.
Media Plan: Our plan is direct marketing! Getting to as many people possible at events and at
home is the best and fastest way of getting the business name out there. Repetition is key for
people to recognize and trust our product and the growth of the company.
Sales Promotion Campaign
Objective: Our objective is to provide incentives that will boost quick, short-term sales of our products in
the form of coupons, membership cards, and point-of-purchase displays. This will get our product into
the consumers’ hands faster so brand awareness is kick-started. It will also increase product volume
sales faster.
Budget:
Startup
Membership Cards
Coupons
Point Of Sale Display
$6,000
$10,000
15,000
Year 1
Year 2
Year 3
Total
$5,750
$5,500
$5,250
$22,500
$10,000
$10,000
$10,000
$40,000
$12,000
$12,000
$12,000
$51,000
Grand
Total
$113,500
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Komfort Kicks IMC Strategy for Women’s Product Line
Message Strategy: Komfort Kicks has developed incentives to entice consumers to try our new product
line, and to try it faster. The incentives are meant to implant in the consumers’ minds that Komfort Kicks
is affordable as well as great quality. Membership cards will encourage long-term brand loyalty.
Media Plan: Our media plan is to offer coupons and information about membership on our website,
social media sites, as well as in newspaper and magazine ads.
Public Relations Campaign
Objective: Our objective is to build awareness and excitement about our new product lines. We also
intend to show that Komfort Kicks is a company that not only cares about athletes, but gets involved in
helping athletes achieve their athletic goals. Doing this will show consumers that our company is not
just about earning a profit, but genuinely cares for its consumers.
Budget:
Startup
Letterhead
Press Release
Year 1
$1,600
$1,500
Year 2
Year 3
Total
$1,400
$1,400
$1,400
$5,800
$1,500
$1,500
$1,500
$6,000
Grand
Total
$11,800
Message Strategy: The 2014 World Cup will be taken place in the wonderful country of Brazil. At
Komfort Kicks, we are proud to announce that we will be the proud supplier for the Men and Women
participating in this year 2014 World Cup. We will be supplying complete athletic wear including the
popular soccer shoe line.
We here at Komfort Kicks have long supported the sport of soccer by supplying teams in the MLS with
soccer shoes. Some of the teams we have supplied are the Chicago Fire, Manchester United, and LA
Galaxy. By getting into the sportswear market we decided that joining up with the Brazilian Football
team was a perfect match. By doing this we hope to gain international recognition, at the biggest stage,
and join up with FIFA to increase sales at other major international football events. By using this
partnership we expect to enhance our brand and increase sales.
Media Plan: The aforementioned language will appear in press releases for newspapers, magazines as
well as radio and television spots.
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Komfort Kicks IMC Strategy for Women’s Product Line
Komfort Kicks Campaign Timeline
FY13 Q1 FY13 Q2 FY13 Q3 FY13 Q4 FY14 Q1 FY14 Q2 FY14 Q3 FY14 Q4 FY15 Q1 FY15 Q2 FY15 Q3 FY15 Q4
Internet Marketing
Website
Banner Ad
Facebook Page
Twitter Page
Google+ Page
Advertising Campaign
30-sec TV Commercial
30-sec radio spot
Magazine Ads
Newspaper Ads
Billboards
Direct Marketing
Email Newsletter
Bumper Stickers
Mailers & Postcards
Door Hanger
Sales and Promotions
Trifold Brochure
Coupons
Membership Card
Point-of-Display
Public Relations
Press Releases
Publish blogs
Normal Marketing and Launch Dates
World Cup Specific Marketing Dates
Monitoring, Evaluation and Control
The IMC promotional plan has specific deadlines and goals. If any of these are delayed, there is a real
ripple effect with the rest of the plan and individual campaigns. Deadlines will be scrutinized carefully
with each submission. Each submission will be evaluated on its content, creativity and effectiveness.
Participants will be evaluated on how the contributed to the team.
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Komfort Kicks IMC Strategy for Women’s Product Line
Appendices
Appendix A – Storyboard Conceptual for 30-second commercial
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Komfort Kicks IMC Strategy for Women’s Product Line
Appendix B – Radio Script for 30-second spot
Komfort Kicks Radio Ad Script
Women’s Workout Attire
Item
Description
Gender of Speaker
Number of Narrators
Length of Ad
Target Demographic
Vocal Direction
Two adult females
One—for the slogan and website info at the end of the ad
:30 seconds
Adult women
Two female actors in a conversation
Only at the end of the ad, the beginning of the song, “We Will
Rock You” by Queen
Outdoors
Suggested Music
Suggested SoundFX
Description:
Two women jogging outside. One is wearing a generic brand t-shirt and jogging pants. The other
is wearing Komfort Kicks Training Apparel. There is an upcoming marathon for the town, which
the women run in together every year. However, it is March, and will still be very cold outside.
The following is the conversation between the two women:
Script:
[birds chirping in background]
Woman 1: Hey aren’t you excited for this year’s 4k marathon?
Woman 2: Are you kidding? More like this year’s freeze and walk!
Woman 1: Freeze and walk? Don’t you have a Komfort Kicks jogging suit?
Woman 2: Komfort Kicks? Isn’t that the soccer shoe company?
[bus drives by]
Woman 1: They started with shoes, but now they have all sorts of sporting apparel – shoes,
sweats, jackets, thermal wear…everything you could possibly need. And it’s
affordable.
Woman 2: Wow, I didn’t realize how much Komfort Kicks had to offer.
Woman 1: Not only that, they are also the suppliers of the 2014 World Cup.
Woman 2: Wow! I need to get my Komfort Kicks and suit up!
SLOGAN:
Narrator: Komfort Kicks, Suit Up! Visit allkomfortkicks.weebly.com for more information.
Note: Samples from the DeVry Box can be inserted here
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Komfort Kicks IMC Strategy for Women’s Product Line
Appendix C – Banner Ad Package
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Komfort Kicks IMC Strategy for Women’s Product Line
Appendix D – Flyers, Ads, 2-Page Spread, Trifold and Billboards
Press Release:
http://www.kkickswear.weebly.com/
800-555-KICK
Press Release
Addison, IL April 9, 2013:
The 2014 World Cup will be taken place in the wonderful country of Brazil. At Komfort Kicks, we are
proud to announce that we will be the proud supplier for the Men and Women participating in this year
2014 World Cup. We will be supplying complete athletic wear including the popular soccer shoe line.
We here at Komfort Kicks have long supported the sport of soccer by supplying teams in the MLS with
soccer shoes. Some of the teams we have supplied are the Chicago Fire, Manchester United, and LA
Galaxy. By getting into the sportswear market we decided that joining up with the Brazilian Football
team was a perfect match. By doing this we hope to gain international recognition, at the biggest stage,
and join up with FIFA to increase sales at other major international football events. By using this
partnership we expect to enhance our brand and increase sales.
Bumper Sticker:
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Komfort Kicks IMC Strategy for Women’s Product Line
Billboard:
Newspaper Ad:
14
Komfort Kicks IMC Strategy for Women’s Product Line
Magazine Ad:
Trifold Brochure:
15
Komfort Kicks IMC Strategy for Women’s Product Line
Women’s Door Hanger:
16
Komfort Kicks IMC Strategy for Women’s Product Line
Flyer:
17
Komfort Kicks IMC Strategy for Women’s Product Line
Appendix E – Coupons, Post-cards, Point-of-Purchase Displays
Women’s Coupon:
Women’s Coupon:
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Komfort Kicks IMC Strategy for Women’s Product Line
Point-Of-Sale Display:
Membership Card (Front):
19
Komfort Kicks IMC Strategy for Women’s Product Line
Membership Card (Back):
Women’s Direct Mailer:
20
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