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INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010 Presentation by Kristian Nørgaard Kids shoes in the UK

Agenda : 

Research and analysis Audiences Budgets Objectives Strategy and tactics Implementation and control Conclusions! (Source: The Rabostic model, Pickton et al) Agenda INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010 Ecco kids shoes in the UK Research and analysis Identify the strengths of Ecco and its products compared to the current marked situation and trends Audiences Based on my findings throughout the research and analysis I will try to identify the target audience. Budget I will try to account for some of the preliminary budget forcasts. Later I will elaborate on this notion even further Objectives After accounting for the situation and the audience I will describe what I am aiming for and what my objectives are. Strategy and tactics Based on my objectives I will describe how I am going to reach these goals. Implementation and control Finally I will show you some ideas of how my tactics could be implemented and controlled Conclusions My overall conclusion!

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>>NEXT>> Research and analysis INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010

Research and analysis : 

Situation analysis Brand analysis Market trends Conclusion Research and analysis INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010 Ecco kids shoes in the UK Situation analysis Ecco wants to re-launch their brand in the UK The UK shoe market is highly competitive Consumers buying cheaper shoes due to the recession (Source: Case text) Brand analysis Brand awareness: low (only 6,6 %) Brand image: perceived as extremely old-fashioned and dusty Brand position: High-end, expensive (Source: David Aaker, Brand Equity) Market trends Negative trends: - Increased competition - Decreasing prices - New purchase trends (supermarkets) Positive trends: Childrens footwear less affected Market for Infant footwear is fast recovering Hard competition = Less future competitors Increased market for luxury kid’s stuff (Source: Euromonitor and Sunday Times) Conclusion There is an existing and future market for high-quality children footwear in the UK Ecco needs to change the perception of the brand in order to win the battle for the consumers

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>>NEXT>> Audiences INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010

Audiences : 

Who - Segmentation - ACORN classification Conclusion Audiences INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010 Ecco kids shoes in the UK Segmentation Demographic - Age: 20-40 years old - Sex: Men and Women Lifestage: Parents Geographic South England London and Suburbs University cities Oxford, Cambridge Psychographic - Parents who wants the best for their children. - Parents who cares about brands, status, quality (Source: ACORN2009, UK National Statistics) ACORN classification Type13: Well off professionals Type15: Affluent Urban professionals Type16: Prosperous young professionals - High income - Spending on clothes is high - Spending huge sums on their kids Well educated Reads newspapers Live in Central, South England and close to or in London (Source: ACORN 2009)

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>>NEXT>> Budgets INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010

Budgets : 

Large top-down budget Present a bottom up budget Budgets INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010 Ecco kids shoes in the UK Top down budget Ecco has decided to invest considerable sums in the re-launch of the Ecco brand How much is that? We don’t know (Source: Case text) Bottom-up-budget I will try to construct a campaign based on a bottom up budget and then argue for why the company should approve this investment. This budget will be presented after presenting the campaign! (Source: Budgets, Pickton & Broderick)

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>>NEXT>> Objectives INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010

Objectives : 

What was the problem What should be the goal Objectives INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010 Ecco kids shoes in the UK What was the problem Lack of brand awareness Negative brand image Highly competitive market with many brands (Source: Case text) The goal is to.. - Increase the brand awareness by creating brand recall among 80 % of the target group. Change the brand image from old fashioned and dusty to the desired brand identity by 95% of the people who recalls the brand Positioning the brand as a premium quality brand (Source: Aaker, Pickton & Broderick)

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>>NEXT>> Strategy and tactics INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010

Strategy and tactics : 

Strategies Strategy and tactics INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010 Ecco kids shoes in the UK Strategies Promotion of the ECCO Brand Increase the promotion of the Ecco brand in order to increase the brand awareness Positioning strategy Market the products as high price/quality products and differentiate against supermarket chains Brand image strategy Create associations with latest shoe technology, comfort, family life, happy children, successful living, vibrant young parents (Source: Pickton & Broderick)

Strategy and tactics : 

Tactics Strategy and tactics INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010 Ecco kids shoes in the UK Tactics How do I reach the target audience In order to choose the best tactics I need to investigate the best way to reach my target audience ACORN data According to ACORN my target audience have several preferences when it comes to media

Strategy and tactics : 

Tactics Strategy and tactics INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010 Ecco kids shoes in the UK Tactics Advertising (Print) Display advertising in - The Guardian - The independent Direct marketing Leaflet distribution as inserts in - The Independent Overall communicative purpose Change the perception of the brand Create brand recall Position the brand as a premium brand (differentiate the brand)

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>>NEXT>> Implementation INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010

Implementation : 

Implementation INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010 Ecco kids shoes in the UK Display ads Emphasizing the quality Showing the brand Showing the logo Creating associations to quality and comfort Focus on modern shoe technology

Implementation : 

Implementation INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010 Ecco kids shoes in the UK Leaflet inserts Printed on high quality paper Emphasizing the quality Showing the brand Showing the product line Creating associations to quality and comfort Focus on modern shoe technology

Budgets (2) : 

Print Advertisments Direct marketing leaflets Budgets (2) INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010 Ecco kids shoes in the UK Costs Print advertisements Campaign planning costs +DTP costs +Advertising costs = CostPrice/Media coverage in target audience = Price per reached person in the TA Costs direct marketing Campaign planning costs + DTP costs + Printing costs + Distribution costs (insert pricing) = CostPrice/Media coverage in target audience = Price per reached person in the TA Calculation of contact price based on Carat Medias DK’s model

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>>NEXT>> Control INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010

Control : 

Survey Response measurement Control INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010 Ecco kids shoes in the UK Survey Conduct a survey within the target group about the level of brand recall and brand perception before the campaign and after a 6 month period Response measurement Create specific website addresses on the ads and leaflets in order to measure website traffic generated by the campaign

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>>NEXT>> Conclusion INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010

Conclusion : 

Conclusion Conclusion INTEGRATED MARKETING COMMUNICATION – SUMMER EXAM 2010 Ecco kids shoes in the UK Conclusion By maintaining focus on the specific target audience. And selecting few – but correct tactics to address them . Ecco could place them in a positive position in the future battle of the shoe market in the UK.