The plan also outlines the communication tools required for the launch of the product. The main marketing objective is to increase market share by 30% by the end of the plan implementation using appropriate communication tools such as online marketing, brand advertising, telemarketing, tradeshows, and direct mail. The company also wants to increase the purchase of its products by sports people and the general population. The communication objectives include; (a) making the product known to the target audience by the end of plan implementation; the objective is to reach approximately 25% of the target audience; and (b) to increase the number of target audience purchasing the products through the internet by 30% by the end of plan implementation. The company also wants to increase the target audience’s visits to its stores by 10% by the end of plan implementation. The objectives will be met through the use of appropriate communication tools. The company faces several issues and challenges. Other competitors such as Nike and Adidas have already reached the target audiences. The international footwear market is highly fragmented and competitive with numerous smaller players and a few key players. It is estimated that only a few of the companies such as Nike and Adidas are able to reach the 1 billion U.S. dollar barrier (Packaged Facts 2009, p71). This indicates that reaching the target audiences will pose a great challenge to the company because of the stiff competition from the other footwear companies. SWOT analysis of the company includes the following. The main strength of the company is the already established brand. The quality of its products is also exceptional. The target audience (the general population) lies within the ages of 6 to 50 years and this means that once they (the group between the ages of 6 to 25 years) have bought a product from the company, they will most likely buy it in the future. Thus, this will is a great strength for the company because it will develop a long-term relationship with the company. The greatest weakness for the company is that it is still new in the market and the products it is launching are entirely new. Notions about the quality of the product may affect its penetration into the market. The rapidly changing tastes of the shoe buyers present a great opportunity for the company to become more innovative. Products that look trendy attract the consumers. For the company, it indicates that performance and comfort of the products need to be improved (Gray 2012, par. 4). Though the economic recession has adversely affected most of the industries, it seems to be a positive impact for the footwear industry. The economic recession has affected the consumer trends and they are purchasing what they require to survive. Items such as diapers, groceries, shoes, and medicine top the list of what the consumers are buying (Rosenbloom 2009, par. 1). Stiff competition from other footwear companies such as Nike and Adidas is a major threat to the company (Packaged Facts 2009, p71). The name of the product is TOMS and it was introduced into the company at the start of the year. The aim of the company is to introduce the product to the sports audience and the general population. The selected target audience is the sports people and the general population. The demand for footwear products is driven by demographics and fashion (Gray 2012, par. 2). The global footwear consumption is
Integrated Marketing Plan The integrated marketing communication plan will outline communications strategies that will be used to create awareness of the product (TOMS). The integrated communication tools that will be used to reach the target audience (sports people and the general population) include online marketing and brand advertising…
Since the start of its journey, Starbucks has embarked on the path of expansion. Though the company specializes in coffee but it has managed to integrate other products as well with the changing consumer needs and changing social trends. Starbucks follows the Italian tradition and tried to bring the Italian tradition of coffee to United States.
At the moment, it has over a thousand hectares of vineyards, and has an annual production of about 26 million bottles of champagne. The company’s main products are Imperial, Rose Imperial, Nectar Imperial and Grand Vintage (Moet & Chandon). These are sold all over the world through company retail outlets, franchises and establishments in the hospitality, entertainment and sports industries.
Newer policies and mechanisms are being applied in the marketing communication planning. Today, the primary attention of the organizations is not only to gain new customers but also to retain them for their products or services. Thus, the communication plays a significant role in the process of connection between the seller and the buyer (Smith & Taylor, 4).
TOMS Shoes began in Argentina, the sky blue and white colour on the TOMS Shoes logo thus, represents where the idea of the shoes company was conceived and that is Argentina. As a matter of fact Argentina was the first place where TOMS Shoes were given out for free. The company has managed to sell over a million pairs of shoes.
However, the quality of Prada suitcases attracted customers from different parts of the United States and Europe. Prada could only transport the suitcases through air travel and when that proved cumbersome, Prada shifted focused on leather accessories and handbags.
According to the report Royal Caribbean Cruises Ltd are currently ranked second in the cruise industry, and this is a position they would like to improve on by expanding their services into the European market, where travellers have not been deterred by the threat of terrorist attacks. Royal Caribbean Cruises Ltd is also looking to increase its home market in the US.
Travelodge have a reputation for innovation in 'affordable, quality' hotel accommodation. Their Sleep Director's research programme has resulted in the company trailing e.g. doggy beds, recyclable hotel, a-room-a-therapy scented sheets and high tech Dermasilk pyjamas.
This will be achieved by designing messages aimed at communicating the market plan internally and externally. In order to dissect the needs of the target audience a market analysis in for of a research shall be initiated and carried out continuously with the sole purpose of ensuring that the messages communicated to prospective lawyers are affected and are not a waste of money.
It is against this background that Dulux sought to capitalise on this situation in a bid to promote its paint mixing service among those who have decided to remain in their old homes.
An exclusive survey by The Sunday Telegraph, (16 May 2008), reveals that home