communications strategy lucy cottrell dan fairhurst james peck

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  • 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
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  • CHINESE MARKET
  • Slide 14
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  • 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
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  • 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
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  • 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