Integrated Marketing Communications: Timberland - Research Paper Example

Only on StudentShare

Extract of sample
Integrated Marketing Communications: Timberland

The consumer product chosen for this research is footwear, which is manufactured and marketed by the Timberland Company. Timberland is a US based global manufacturer and retailers of products such as footwear, clothes, watches, and glasses. The company extensively uses traditional as well as modern advertising/promotion techniques to increase its market share. This paper will analyze the integrated marketing communications approach of Timberland Footwear. Promotion Mix The major five aspects of promotional mix are advertising, personal selling, sales promotion, public relations, and direct marketing. While analyzing the Timberland’s advertising practices, it seems that the company keeps its advertising expenses relatively lower than those of its direct competitors. Instead of spending huge amounts on advertising practices, the company emphasizes more on product availability and brand recognition. To illustrate, as Adhlakha, Baker, Decker, Iden and Xia (2010) reports, Timberland’s advertising expense was $43.1 million in 2009 whereas the firm’s direct competitor COLM incurred an advertising cost of $72.237 million in the same year. ...Show more

Summary

Integrated Marketing Communications: Timberland Integrated Marketing Communications: Timberland Introduction Integrated marketing communications (IMC) is a newly developed concept that coordinates different brand communication mechanisms in order to create seamless experience for the customer…
Author : ghegmann
Save Your Time for More Important Things
Let us write a custom research paper on your topic
"Integrated Marketing Communications: Timberland"
with a personal 20% discount.
Find out more

Related Essays

Th Plnnng nd Implmntton of Intgrtd Mrktng Communctons: Brand Identity and New Product Launches in the Global Marketplace
These multinational compаnіеs dedicate a trеmеndous amount of tіmе, еconomіc, аnd mаnаgеrіаl resources to launching their existing brands, products, and services in new markets, due to the potential ROI that emerging markets offer for expanding sales, revenue, and profit in company operations.
54 pages (13500 words) Essay
Integrated Marketing Communications
The customer relations that will be maintained by the organization through integrated marketing communication will lead to value increase in the organization products brands (Kitchen, &Pelsmacker, 2004, p 147). For instance, Coca Cola applied communications method to attract and retain customers through its website and CSR.
6 pages (1500 words) Essay
International marketing
signment paper is based on international marketing. The objective of the assignment is to bring to light the role of Information Technology in international marketing; discuss the scope of information systems in international marketing activities; emphasise how the adoption and integration of IT has revolutionised the international marketing environment for marketing managers and businesses.
14 pages (3500 words) Essay
Case study on Red Bull
It examines the sources of brand equity, the relationship between marketing strategy and brand success, as well as possible survival techniques for the Red-Bull brand. Sources of Brand Equity for Red Bull and the Variation of Sources of Brand Equity in relation to the markets or countries in which the brand is sold.
8 pages (2000 words) Essay
Integrated Marketing Communications Plan
At Ann’s Pastry, quality products are served and the regular menu includes fresh fish and shellfish which is supplied to them by a local company. The other raw materials that are used are also of very fine quality to ensure customer satisfaction. Ann’s Pantry is a local business that has twenty-five employees.
3 pages (750 words) Assignment
Critically discuss the ethical implications from marketing cigarettes to young people in African countries
The criticism is even worse when the product being sold is harmful to the society. Other than the inordinate criticism, little has been done to deter such practices. Cigarette is one product where marketers have practiced target market selection frequently.
8 pages (2000 words) Essay
Marketing
The greatest force, which is influencing Waterstones, is the technological revolution of eBooks and the rise of digital gadgets that are offering large contents of online books, which can be accessed at a single click of the customers. Furthermore, more and more publishers and writers are now offering their books on the internet.
9 pages (2250 words) Essay
Marketing and the Apple global organization
Apple has a global presence and functions with around 370 Apple exclusive stores. As of 2011 the company employed 60,400 people throughout the world (“Apple Inc.”). Some of the
4 pages (1000 words) Research Paper
Article critique in the journal of consumer behavior
The article also provides an explanation in regard to relationship between the credit card premium and pain in payment where the behavior of consumers is highly affected by the degree to which they feel the pain of payment when they are parting with their earned cash. The authors also points out that with the use of other mode of payment such as cash the consumers pain of payment is felt all the time when the transaction occurs.
2 pages (500 words) Essay
Find out how much would it cost
to get a custom paper written by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT