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Lacoste
Campaign Plan-book
By: Eboni Calhoun
Executive Summary
This campaign plan book includes a complete advertising campaign for Lacoste. It
includes both print and television advertisements as well as digital promotional ideas. We have
performed primary research to determine consumer attitudes towards Lacoste and have geared
our marketing campaign to improving the Lacoste image. Research on the company’s history,
background, previous goals and strategies have been uncovered in order to make future
improvements. A full Integrated Marketing Communication (IMC) mix has been created to
present to Lacoste in order to improve consumer attitudes towards their brand and increase sales.
Our primary goal is to diversify the Lacoste target market. With this goal accomplished, more
consumers will choose Lacoste when shopping for clothing, shoes, and fragrances. All of our
goals and strategies are included in the creative and communication briefs. We hope that with
the use of our IMC mix that Lacoste is able to grow and create products that consumers cannot
be seen without.
Euro RSCG is a prestigious creative advertising agency that has accounts with multiple
brands. The client that we will focus on is Lacoste. The Lacoste brand is the legend of a fantastic
tennis player, Rene’ Lacoste. Born in the early 1930s, the famous “petit piques” shirt was the
answer to the specific requirements of a small elite group of sportsmen. Lacoste shirt allowed
freedom of movement while remaining gracefully elegant. Lacoste is a universal brand and
appeals to a very wide range of fans. To own a piece of Lacoste is to truly own a piece of a
legend.
The key advertising problems involved with the Lacoste brand is when shopping for
clothes, consumers think Lacoste is too expensive and only targeted towards Caucasians
consumers. This is what CEDG would like to change for the Lacoste brand. Although, Euro
RSCG is doing a great job showing that Lacoste is a fun, high class brand; CEDG would like to
change the image of Lacoste so the brand can be seen for all demographics. The need for the
IMC mix is extremely important within the Lacoste brand. So many consumers have mixed
feelings about Lacoste and their target audience; CEDG believes the process of planning and
executing the promotional- mix needs to be perfected to effectively communicate with the target
audience which is all demographics.
I.
Structure of Lacoste’s current ad agency:
David Jones: Global CEO, Havas, Euro RSCG Worldwide, and Co-Founder, One Young World
Stephane Fouks: Vice President of Havas and Executive President, Euro RSCG
Mercedes Erra: Executive President, Euro RSCG Worldwide and President of Euro RSCG
France, Founder, BETC Euro RSCG and Managing Director, Havas. She’s also President of a
prestigious business school in Paris.
Remi Babinet: Global Chief Creative Officer, Euro RSCG
II.
Background and History
Euro RSCG Worldwide was formed in 1991, a true integrated marketing communication
company. The agency was born from the merger with Eurocom S.A. each letter in RSCG
correspond to the name of each founder: Roux, Seguela, Cayzac, and Goudard. They have eleven
thousand employees in 75 countries. They all comprise with different languages, resonate in
cultures and colors. They are the largest global account according to the 2010 Advertising Age
Global Marketers Report. They specialize in areas such as advertising, digital, marketing
services, healthcare, PR and Corporate communications. The headquarters is in New York and
they are the World’s leader in communication.
Most important assets they have as a creative enterprise are their employees. The people
at Euro RSCG bring imagination, intellect, integrity, dynamism and passion to uncover new
opportunities and propose Creative Business Ideas to move clients’ business across countries and
cultures. Multiculturalism is one of their most important competitive advantages.
III.
Current Clients
Air France
Coca Cola
Charles Schwab
General Electric
Group DANONE
Sony
IBM
L’Oreal
Kraft Foods
Lacoste
New York Stock Exchange, NYSE
Jaguar
Pernod Ricard
Pfizer
Peugeout Citroen
Sprint
Reckitt Benckiser
Citigroup
Volvo
BNP Paribas
IV.
Traditional and Digital Advertising
Euro RSCG proposes ways to fulfill Lacoste and other client’s gaps and needs through
both traditional and digital advertising. It extends its service as a full IMC agency that commits
to creativity and innovative ideas to form effective campaigns. They are working to shift the
perception of Lacoste from a Polo brand to a lifestyle brand. In addition they are targeting an
Indian demographic by hiring a famous Indian director. They have secured Karan Jahor, India’s
leading film director, a cutting edge trendsetter to model the Autumn Winter `07 collection for
L’Officiel (India’s leading high fashion and luxury magazine). The results branded editorial
coverage of the shoot appeared over three successive issues of the magazine which generated
great mileage.
V.
CEDG Objectives

Change consumer attitudes towards Lacoste (it is not just a brand for wealthy Caucasian
demographics)

Include more diverse characters in advertisements

Increase reminder ads with online advertisements and phone applications

Broaden the target market
VI.
Target Audience

All ages and demographics

A household item, from moms to tots

People who are into fashion, colorful clothes, and quality at reasonable prices

Make Lacoste one of the most popular clothing brands in North America
VII.
Brand Position
Lacoste’s top sellers are their colorful, decorative polo shirts. Being a high quality
fashion provider puts them in competition with Ralph Lauren, Express, Hugo Boss, Tommy
Hilfiger, Calvin Klein, and other clothing manufacturers. Lacoste currently differentiates itself
from the competition by having a strong brand symbol (the Crocodile) and bright, colorful,
creative looking apparel. Currently there are very few Lacoste stores in North America. These
stores are also very small and modern looking. This makes the store relatively unapproachable.
Making the store a little larger to include a wider variety of products while making the store
more inviting will increase store traffic, change consumer perceptions of Lacoste, and increase
sales.
Lacoste is going to re-position itself in the consumers mind as a more viable option for
purchasing clothing, especially in the North American market. Lacoste is not the most popular
brand, which needs to change. CEDG will use its superior advertising campaign to increase
brand awareness and to inform consumers about Lacoste’s new brand image.
VIII.
Campaign Strategy
The key to accomplishing our objectives is to publish more advertisements for Lacoste
than what is currently available. Increasing print, television, and virtual advertising will increase
brand awareness. The advertisements produced will need to be published in a wide range of
fashion (and non fashion) magazines such as GQ, Esquire, Cosmo, Sports Illustrated (to reach
middle age men), Health and Fitness (to reach the athletic, health conscious crowd), and ethnic
magazines like Ebony and Black Enterprise. With the increase in print ads in the broader target
market, sales should also increase.
The television advertisements need to be played during prime-time shows on major
stations. This is an expensive endeavor, but the payoff will also be great. Without the increase
in advertising, Lacoste will not be able to change consumer attitudes towards the brand.
This new innovative marketing campaign also includes digital promotional ideas. Phone apps
will be created. The phone apps will be used as a clothes generator, which will allow users to
input their favorite colors, their price range, and their preferred styles and generate an outfit that
fit their style. The outfit will also be able to be superimposed onto a picture of the user so the
person has an idea what the clothes will look like when they wear them. To generate consumer
interest a game called “Where’s the Crocodile” will be created. It is another phone app that has a
bunch of clothes on the phone screen. The user scrolls sideways and up and down looking for
the Lacoste Crocodile. Finding the animal may give the user a chance to win a shopping spree or
give them a coupon on their next shopping purchase.
IX.
Media Strategy
Our media objectives include more print advertisements, and more commercials. CEDG
believes that if we increase the marketing budget for the Lacoste brand it will help inform the
consumers about the new campaign; fun, classy, affordable brand for all demographics. The
budget should focus on more print ads in magazines such as the Hip Hop Weekly, People, Sports
Illustrated, Teen People, Forbes, and Glamour. Print ads should also appear in InStyle, Reader’s
Digest, House and Garden, and Newsweek. These magazines are read by consumers of all
demographics, and will reach our entire target audience. More commercials are needed to show
people of all demographics enjoying their life while wearing Lacoste. CEDG would like to
implement a new budget for the purchasing of slots during the football super bowl. This is an
event that every football fan and non football fan will watch. A commercial will be shown
showing that Lacoste is fun, sporty, and can be worn by female and male athletes. Commercials
will also be shown on channels such as: ESPN, BET, MTV, Disney, Teen NICK, Nickelodeon Jr.,
CNN, Bravo, FOOD, E!, TLC, HALLMARK, Travel, TBS, CMT, and HGTV. These channels hold
the traffic of all the consumers we would like to target. The marketing budget must increase if
we plan to change the face of the Lacoste brand. CEDG will like to dedicate all of our talents to
make sure Lacoste is seen as a brand that is fun, classy, business-savvy, and affordable for all
demographics.
X.
Key consumer insight
Affordable garments for every style and for everyone. Fragrances that are light, fun and
fresh to appeal to a young middle age crowd. People need to be aware of Lacoste quality and
their new pricing strategy. Consumers need to be aware of the new spring lines coming out and
how Lacoste has changed its brand image from a Caucasian preppy focus, to a more casual,
affordable, general population market.
XI.
Message objectives
Clothes: Fun, classy, business- savvy, affordable apparel for everyday customers.
Perfumes (Great Smell, better than the one you have), comfy shoes, (drive awareness of
products).
XII.
Selling premise
The Lacoste brand is globally recognized for their original selling premise which was
selling tennis shirts (L.1212) and other apparel. However they have expanded their product line
to other items such as shoes, and fragrances. Siegel, who was to be an instrument in establishing
Lacoste as high-end fashion label in the United States, took over as Lacoste USA’s CEO in
January 2001. He intended to change the image of Lacoste as an older person’s brand to make it
more fashionable. During the early 2000s, the vintage preppy look was coming back into fashion
in the US. He spotted an opportunity as Lacoste shirts went well with the ‘preppy look.’
Promotion played a major role in enhancing the brand value of Lacoste in the US. The company
emphasized product placement in popular movies and television shows, as they influenced the
fashion choices of young people to a great extent.
XIII.
Big idea
In February 2006, the Business Week reported that Lacoste USA’s sales had soared
1000% in past five years. As a result, the US became one of the largest and most profitable
markets for Lacoste. CEDG Worldwide, Inc. will increase their sales even more as Lacoste will
appeal to a wider target market. We want every consumer to know they can afford good quality
clothing for a reasonable price. We plan to change the perception in 2012. We have worked
cohesively with Euro RSCG to bring the best advisement one can offer.
Currently, the goals of Lacoste most recently are the Facebook advertising campaigns.
Making sure they were clear and straightforward which ultimately increases sales in the online
stores for Germany, France, and the UK and drive significant traffic to the sites which were
launched in 2010.
XIV.
Message design
Through television, print and virtual advertising, CEDG Worldwide will be able to
change consumer attitudes towards Lacoste. Advertisements that focus on diversity, casual
clothes, relaxed settings, will communicate to the consumer that Lacoste is not just for the
wealthy Caucasian population, but for all demographics.
XV.
Historical Marketing Communication
In an effort to remain a leading name brand, Lacoste had to modernize and do so without
losing the popularity of their brand. The company then attempted to merge sport, fashion, and
street wear together to generate new clothing that can be worn by people with all different styles.
The different advertising campaigns had to be made to illustrate this combination.
All elements of the marketing mix are concerned with this change. In 2006, all the retail
outlets were renewed so that now stores illustrate the new modernized Lacoste.
The product ranges were also renewed. The t-shirts are now made to fit closer to the
body, women now have sexier clothes to choose from, and there is a large selection of colors for
all the ranges. Even the famous logo of the crocodile has been designed thinner in order to give it
a more dynamic look.
Lacoste sponsors professional athletes like Andy Roddick who gets more than $5 million
dollars annually to wear the brand while competing. Recently, the brand has been outfitting noncelebrities such as: bus boys and valets at the Hamptons location of Nobu. They also fit
employees at the Soho House and two Hotel Gansevoort locations in Manhattan. Outfitting
waiters and concierges represents a broader effort to reinvigorate Lacoste. Getting the brand to
be in the right place at the right time is the new approach. The marketplace is so cluttered today
that it’s not about what a brand says but what a brand does.
Over the last year, the promotional strategy has been “aligning the brand with key
cultural zeitgeists and influencers.” Focusing on fashionable markets like New York, Miami, and
Los Angeles. Promotions have included Lacoste-branded food trucks that lurked the streets of
Miami and handing out 3,000 red rubber crocodiles in Manhattan.
Online, Lacoste partnered with Jared Eng, the fashion and celebrity blogger who
publishes JustJared.com, to produce online videos where Mr. Eng interviews celebrities. In 2009,
Lacoste ran its first all-digital campaign in the US in time for the holiday shopping season. The
effort includes an interactive website, which consumers can use to create their own music videos
with kaleidoscopes of Lacoste labels, images of its winter fashion collection and upbeat original
dance music. Visitors can also view videos made by other users.
The campaign’s media includes banner ads on Facebook and Pandora. It also includes
online video and social media elements. To help drive sales, the site includes a store locator,
along with links to e-commerce sites and social networking tools.