communications strategy lucy cottrell dan fairhurst james peck
If you can't read please download the document
Post on 24-Dec-2015
218 views
Embed Size (px)
TRANSCRIPT
- Slide 1
- COMMUNICATIONS STRATEGY Lucy Cottrell Dan Fairhurst James Peck
- Slide 2
- CONTENT Communications Aims Creative Brief Brand Positioning Research, Qualitative and Quantitative Competitor Analysis Market Analysis
- Slide 3
- UK FOOTWEAR MARKET
- Slide 4
- CLARKS
- Slide 5
- CLARKS
- Slide 6
- SWOT Strengths Brand longevity Loyal customers Market leader in UK Well known for great quality products
- Slide 7
- SWOT Weaknesses Brand perceived as boring Alienated future target audience Customers unaware of iconic 'desert boot'
- Slide 8
- SWOT Opportunities Use brand loyalty to advantage Expansion overseas China population of 1 billion+
- Slide 9
- SWOT Threats Competitor expansion overseas Economic threats Global expansion failure
- Slide 10
- UK COMPETITORS Russell & Bromley Niche premium brand Focusing on growth of e-commerce Sales risen by 25% between 2007 and 2011
- Slide 11
- GERMAN MARKET Growth in casual footwear to 52% of the market Skepticism in the market
- Slide 12
- GERMAN COMPETITORS Geox Patented Geox breathes system
- Slide 13
- CHINESE MARKET
- Slide 14
- Slide 15
- CHINESE COMPETITORS ECCO
- Slide 16
- Between dependent and pre-family categories Suceeder or reformer categories TARGET AUDIENCE SEGMENTATION
- Slide 17
- Young Professionals Aged 18 30 Stylish & Sophisticated Aware of fashion trends TARGET AUDIENCE SEGMENTATION
- Slide 18
- Slide 19
- PRIMARY RESEARCH Online Questionnaires In-depth Interviews Focus Groups 1 2 3
- Slide 20
- QUANTITATIVE RESULTS Issues with brand image Consumers often put style before comfort
- Slide 21
- QUANTITATIVE RESULTS
- Slide 22
- Slide 23
- BRAND POSITIONING This brand key identifies what the brand does for consumers, showing the development to a brand essence, which forms the vital element to be used in an advertising campaign.
- Slide 24
- TARGET MARKET Individuals that want comfortable and stylish shoes Aged 18-30 Cares about the durability of their shoes
- Slide 25
- INSIGHT I want shoes that express my personality and therefore must be stylish whilst also maintaining comfort and durability
- Slide 26
- Clarks shoes last a lifetime Keep my feet comfortable Comfort without compromise BRAND BENEFITS
- Slide 27
- Strong and proud history Quality assured REASONS TO BELIEVE
- Slide 28
- DISCRIMINATOR Clarks will provide me with a sophisticated style of shoe that wont break or become uncomfortable under the stresses of every day wear
- Slide 29
- A lifetime of sophistication BRAND ESSENCE
- Slide 30
- PERCEPTUAL MAPS
- Slide 31
- Slide 32
- UK OBJECTIVES Aim o Infiltrate the young professional demographic o Maintain the current consumer base o Change consumer perception of Clarks, specifically, psychologically influencing the consumer that Clarks do sell stylish shoes, shoes that also prioritize comfort.
- Slide 33
- Objectives o Increase UK sales of footwear to 18-30 year olds by 5-10% by 2016. o Increase online traffic by 20% within 2 years o Maintain leadership of UK shoe market. UK OBJECTIVES
- Slide 34
- Tactics o Web-based interactions with young professionals using social media sites such as Facebook and Twitter. o Outdoor promotions placed in areas of high young-professional foot-fall o Interactive media i.e. interactive posters placed in train stations for example. o Sales promotions i.e. 50% off next purchase to encourage repeat purchase. UK OBJECTIVES
- Slide 35
- GERMANY OBJECTIVES Aim o Germany: Increasing overall brand awareness and building positive brand perceptions Objectives o Increase advertising reach by 15% within 3 years o Increase awareness of Clarks by 20-30% in 3 years o Increase sales in the German footwear market by 5% by 2016 Tactics o Web based promotions, i.e. 'then and now' photos higlisghting longevity of Clarks footwear. o Outdooor advertising in places of high general footfall in order to increase reach.
- Slide 36
- CHINA OBJECTIVES Aim o China: Raise awareness of the Clarks brand. Objectives o Increase sales in the Chinese footwear market by 5% by 2016 o Increase advertising reach by 5 million impressions within 3 years o Increase awareness of Clarks by 5% in 3 years Tactics o Look books o Fashion shows in order to highlight the stylishness of the shoes o Ambient advertising
- Slide 37
- Slide 38
- Slide 39
- Slide 40
- Slide 41
- CAMPAIGN EVALUATION Aim o Increase UK sales of footwear to 18-30 year olds by 5-10% by 2016. o Germany: Increasing overall brand awareness and building positive brand perceptions o China: Raise awareness of the Clarks brand. Evaluation o UK: the effectiveness of the media can be gauged by impromptu surveys which will question the salience of the advertising o China: also measured quantitatively by monitoring sales figures while still accounting for market growth. o Germany: measured quantitatively by monitoring the sales figures both online and instore
- Slide 42
- CREATIVE ELEMENT
- Slide 43
- Slide 44
- BRAND ESSENCE & PROPOSITION