ALA203 Instructions for Assignment 2: Integrated Communication Plan

Shoez ™ Marketing Communication Plan
Student Name
Course
Instructor
Date
Executive Summary
Shoez ™ has a set plan for the uttermost effectiveness to marketing the product to its absolute target audience and ensuring the shoes competitive market has a place for our product. The Shoez Company prides itself in being a responsible and ethical manufacturer to ensure customer satisfaction when purchasing the products that are made for every need and want. This is possible with the introduction of a new sneaker to the market that is competitively affordable and beneficial to the shoe market in multiple dimensions. The product is resourcefully made from the best manufactures in the shoe industry. This report outlines the benefits and weaknesses of both Shoez and its competitors. Giving the leading edge on the best course of action for the best possibility to allowing Shoez to become one of the best leading shoes to be sold.
Shoez Company is a new enterprise that is going to rival the top competitors of the business all the way from Nike to Hush Puppy. The quality of the products made is on the uttermost level of expertise. That follows the external and internal analysis of the situation that is going to be evaluated by this marketing communication plan. The plan outlines the resources, benefits and challenges that are going to be faced whilst prioritising the objectives that the client is wanting from the plan.
We will do an in-depth research on multiple customers that acknowledges their needs and wants. The company has promotional backing and athlete support to allow for our product to be pushed to its consumers well. It has a dedicated research desk on competitors and multiple research ideas on how stores and shoes are being sold, manufactured and successful.
This communication plan shows the objectives that we want to be achieved and the effects of the position that the company is in. The Shoez Company has a strong objective and positioning statement that allow for the marketing plan that enforces the uttermost possibility to ensure successful goals of meeting the client’s needs.
Table of Contents TOC \o "1-3" \h \z \u Introduction PAGEREF _Toc27099145 \h 4Situation analysis PAGEREF _Toc27099146 \h 5 Marketing Mix Analysis…………………………………………………………………….5 External Analysis…………………………………………………………………………...7 Environmental Analysis…………………………………………………………………..15 SWOT Analysis …………………………………………………………………………..16Objectives …………………………………………………………………………………17 Marketing Objective………………………………………………………………………17 Communication Objectives………………………………………………………………17Postitioning statement……………………………………………………………………18Creative Strategy………………………………………………………………………….19Media Objectives…………………………………………………………………………..21Promotion Strategies………………………………………………………………………23Evaluation…………………………………………………………………………………..26Conclusion …………………………………………………………………………………26
Introduction
The Shoez Company is an Australian firm that primarily produces athlete level shoes for consumers and professionals. The company is established on maintaining a high level of integrity as an environmentally resourceful and ethical company. The product that the company is bringing to the market is innovative that allows for our customers satisfaction for the wants of the daily consumer and the needs of its professionals. As professional athletes are introducing the product into the market with endorsements the shoe company is a new face in the industry. The shoe industry has been controlled by some of the major shoe companies that have made it difficult for newcomers in the industry. However, our company is becoming a new lead in the shoe industry with brand new initiatives for shoes technology and where the industry will go forward with the shoes qualities. With the research of the competitors and the analysis of both internal and external factors this plan will show a complete analysis of the situation outlining strengths and weaknesses of the company and how to make them work for us.
Situation analysis
1 Marketing mix analysis (Brand name: Shoez)
1 Product
Shoez placements for its products are primarily in department stores and mass retailers that prioritize in shoe sells such that it prioritizes the market towards the target publics of our shoe product. The shoe is mainly going to be sold by our stock holders in the shoe market both with the use of an online website that works together with our own shoe stores to sell the most amount of shoes towards the targeted demographic.
In high attention areas that allow for our shoe to both be represented and shown to the highest about of people within mass retailers of our shoe. The placement of the shoe will mainly be within high populated areas such as main cities with shopping centers that and large shopping attractions for high traffic of sales for the product. The product will have support from our stakeholders, as the shoe will be presented within our supporting charities and supporting local clubs to allow for the shoe to be shown within the areas of local selling markets.
Since the shoe will be sold towards the specific target market and demographic of adults and teens it will allow for the most sales towards both the local market and supporting each stores sales entirely.  
2 Price
The price of a product is the main factor that affects a customer's decision. Price is a controllable factor for enterprises, so we will formulate different price strategies according to different market positioning and customer demand, so as to facilitate the realization of transactions and meet the goals of individuals and organizations. We supply shoes to different people from different cities of Australia, so the pricing must be completely fair and for same product will have same price. Product pricing is based on the product's technical content, the gold content of shoes to determine.
Different features, functions and materials of the shoes will have corresponding prices, convenient for people with different needs to buy. For example, casual shoes will range from 50 to 150, sport shoes from 100 to 400, business shoes from 200 to 600, and children's shoes from 30 to 100. We will also have high-end line, according to the special needs of VIP guests, tailor-made shoes, of course, the price will also be more expensive, but definitely make customers feel that the product is worth the price. Our ultimate goal is to ensure customer satisfaction while making profits for the enterprise.
"If a company makes the right product, sets the right price, USES the right distribution channels and matches it with the right promotional campaigns, it will succeed. " (Kotler) The heart of a marketing campaign is to develop and implement an effective marketing mix.
3 Place
We've been asking ourselves how different we are from others? How can we be different? Our products are not designed to adapt to all the public, nor do they want to market to the masses. They are specifically designed to adapt to consumer groups who are willing to do some new experiments.
We not only promote the character of sports but also combine fashion and leisure to truly realize our uniqueness. Through a combination of factors such as color, fashion, dynamic, and low price, it is in sharp contrast with other brands. Through the celebrities’ effect, cooperation with designers and supermodels, the product will be widely promoted to the target public vision, attracting potential customers' purchase desire, and making our products a trend.
Buyers in the footwear market provide personalized sports goods so that customers can enjoy the wildness of nature while having an extraordinary dressing experience. The product has remarkable features such as innovative technical functions, fashionable style, comfortable, 100% waterproof and breathable.
We use air cushion technology to manufacture our products. The footwear manufactured through this technology protects the ankles of the purchase group and prevent sprains during strenuous exercise. In addition, we will launch new products by developing other new shockproof technologies.
4 Promotion
The aims of promotion are wanted to help customers know information about the new products. The best way of promotion will be advertising. As a world that people cannot leave social media and technology. Having promotion through Internet can attract lot of potential customers.
Use YouTube to promo new product is one of an efficient way. Because YouTube is a platform for visitors get information and entertainment. According to the statistics, YouTube have over 1.8million visitors in every month (Gilbert, 2018). It can be a powerful tool for Mr William. Through this platform, company can easy to find out potential customers. However, 18-24 and 25-35 these 2 ages group have the most percentage in YouTube visitors (Statista, n.d.) Therefore, the new product will more focus on those 2 ages group to reach the maximum effectiveness. The other reason that promo in YouTube is because it is low cost. Company only need to pay $6 each day and they can promo what they want (YouTube, n.d).
The company can also do a direct promo to customers by letting them have a free trial for the product. Nothing is better than customers trying the product themselves. After the trial, we can get comment and more information about the product. Through those comment, it will be easy to make improvement.
External Analysis
Customer persona can be found in the Appendix B
Competitor Analysis

Nike

Puma

Adidas

Nike


Jason lam

Bailu Song

meiqi Wang (group 12)

Benjamin Soong

Product attributes

Fashion

Sport

Fashion sport

* Durable
* High quality
* Stylish

Key benefits

Quality and design

Fashion and Comfortable

Shoes are good in wrapping and rich in technology.

* Comfortable with excellent support
* Durable for extended use
* Culturally stylish for footwear

Positioning

High position

Medium Position

High position ( Adidas brand positioning is a sport, suitable for people of all ages sports wear.)

One of the top leading brands of shoe wears in a contested market.

Brand strength/weakness

Strength: high customers awareness
Weakness: DEPENDENCE ON US MARKET

Strength: Through the cooperation with fashion designers and supermodels, puma have gradually succeeded in changing from sports speed spokesperson to fashion spokesperson.
Weakness: less competitive in popularity.

Strength: Long history, is the world's first sports brand shoes. Inheritance of German meticulous craft.
Weakness: High cost, high price.

Strength
* Global market
* Large number of endorsers
* Large funding
* Competitive organisation on a large scale
* Global image
* Loyal customers
Weaknesses
* As a company is dependent on their footwear department
* Dependence on retailers for income
Marketing is focused on endorsements

Promotional strength/weakness

Strength: lot of athletes help to promo

Strength: has a strong advantage in the combination of fashion and sports and has a lower price.
Weakness: sport market was too large, so there are many competitors. Lack of market entry barriers, therefore, there is greater competitive pressure.

Strength: Shoes fashionable, focus on service marketing, pay attention to the market trend.
Weakness: Without the current star endorsement, the popularity of the decline.

Strength
* Modern promotion style with the use of social media
* Advertising focusing on culture design leading to increase publicity
Weaknesses
* Focus of publicity through celebrity and athlete endorsement
High cost of product leads to promotional advertisement leading heavily on famous peoples status

Key message strategies

emotional marketing to inspire customer loyalty

* Have a first-class management team in each market in the world, each regional team has a very good auxiliary team.
* Regional teams can strategically assist global management teams in making decisions based on local market characteristics. At the same time, ensure that the brand concept is effectively communicated to various regional markets.
Puma's strategy is to report the problem from the local management organization to the international headquarters, from top to bottom, and then to refine and solve the problem.

An expansive brand strategy，Adidas adopts a pyramid-shaped brand promotion model, which has an impact on three different levels.

Our mission is what drives us to do everything possible to expand human potential. We do that by creating ground-breaking sport innovations, by making our products more sustainably, by building a creative and diverse global team and by making a positive impact in communities where we live and work.”

Logo

A tick


The three adidas logos are originals; Series performance (three stripes); Sports fashion series style (round ball LOGO)


Slogan

Just do it

Forever Faster

Impossible Is Nothing!

“Just do It”

Distribution

All over the world

Puma has three General Headquarters in Germany, America (Boston) and Hongkong.

Distributed all over the world

Shoe retailors and other shoe sellers

Price point

High

Medium High

From 50~ 400 AUD

$60 - $200

The brand I analyzed is adidas, whose competitors are increasing year by year. The most important competitor is Nike, which is also a sneaker brand. As a rising star of the sports shoe brand, Nike has a great impact on adidas' sales. Both brands are high-end brands of fashionable sports shoes, and their prices are similar. Adidas has a long history, high customer loyalty and a focus on the technical aspects of writing and the comfort of the feet. Adidas's yeezy collection has also attracted a lot of fashion stars and the general public in recent years, so adidas is also on the rise.
The brands position is relatively competitive with other competitors as the brand is within popularity of shoe culture however does not have the loyalty of Adidas and Nike customers. The aim of the product is to be within the same area of competitors as companies such as Nike, Adidas and such have large impacts on the foot wear industry both culturally and financially. With the prime opportunity with the increase actions of social media the company aims to be competitive with the other shoe companies with shoes of equal or higher quality to competitors. The product will be made with eco-friendly materials and endorsements from both environmentalist organisations and athletes with the same beliefs for the company to advertise around. The company aims for the shoe to be competitive with its own edge on the market for customers to being able to buy with an ease of mind. Allowing for the product position to become more relative to modern consumer needs and values.
Environmental analysis
Political: companies are limited by the economic tariffs presented with the trade market in the global market. The global markets and the financial market limitations restrict the international market.
Economical: Shoe sales are expected to decrease with another competitors as the shoe industry is large and multiple shoes are being produced shoe sales are limited by the effective use of advertising for certain shoes.
Social/Cultural: Consumers are primarily in the shoe industry for two major reasons fashion and effective use. The social market for shoes is contested with multiple companies being iconic fashion labels for clothing and shoes. And cultural issues are a possibility with certain athletes being caught up in controversy in recent years.
Technology: Shoe technology is limited for advancement of shoes therefore the market is becoming flooded with the same types of functions and capabilities.
Legal and natural environment: Legal issues surrounding unethical laws and sustainability practices are becoming a rising issue in the shoe industry.
SWOT analysis
Strength
Professional competitive company
Strong Brand
Worldwide distributions
Strong marketing campaign
Well-built shoe
Loyal customer

Weaknesses
Profits surrounding solely on shoe product
Compared to other companies
Criticized as another company just like the big ones that has a negative criticism on shoe manufacturing

Opportunities
Creating sportswear for athletes
Encouraging sustainable lifestyle therefore encouraging an economic boost in sales for customers worries
Expansion of the market into other departments
With promotion from significant individuals and stock holders allowing for a diverse opportunity of shoe recognition and development

Threats
High competitive industry
Operations of business are individually operated decreasing rates of individual finance issues
Hard to maintain economic friendly
Managing financial conditions in the economy
Child labor and non-ethical practices

Objectives
Marketing objective: Maintaining Mr William’s share of the domestic retail market for footwear at 9.5% in the 12 month period from December 2109 to December 2020.
Communication objectives:
To increase total awareness of the products being pushed for the brand by January 2020 to at least more than 50% of the total shoe market
To encourage 15% of consumers to come into the store to try on the shoes and increase shoes being sold
To raise awareness by 20% that the shoes being produced are a better alternative compared to other competitors.
To increase sales of the products by 20% per month after initial release for the first 6 months
To increase global awareness of the shoe and its benefits to the global market by 30% on the social market in the last 3 months of the campaign
Positioning statement
For the target audience of shoe shoppers between the teen and young adults market to convey the absolute needs and wants of the consumers for the Shoez product being pushed to benefit the consumers in comparison to other competitors. As the product is effective in being a durable and fashionable product that is effective against competitor’s designs as a fashion statement and high quality product for consumers. The product is the most effective in doing what it does as a shoe that gives proper support and fashion compatibility with other designs and brands. Meeting the absolute needs of the consumer.
Creative Strategy
Summary of Promotional Problem or Opportunity: Shoez Company will promote and advertise the new products using You Tube. The advertising platform was chosen because it is the most convenient means to reach and create awareness to the target consumers that comprises of individuals between 18 and 35 years. It was also selected because of its low cost as it will cost the company only $6 daily to advertise the new product to over 30 million potential customers.
Advertising Objectives: Through advertising the new product using You Tube, Shoez Company will be in a strong position to achieve its objective of increasing total awareness by January 2020 to at least 50% of the entire shoe market. You Tube advertisements will reach a large audience and consequently, will encourage 15% of consumers in the market to frequent departmental stores and retail outlets to try out the new products. The promotion on You Tube will also be structured in a way that will enhance the capabilities of the new products and identify them as the best alternative in the market. Overall, effective advertisement through You Tube will result in a 20% increase in sales of the new products within six months after it was released.
Target Audience: Shoez Company intends to target young consumers between the age of 18 and 35 years. These are generally young individuals who are keen on fashion and on adorning the latest trends. Young individuals are also keen on sporting activities and as such, are more inclined to purchase products that guarantee safety and fewer injuries. Furthermore, majority of the consumers targeted with the new products are social media enthusiasts. Statistics indicate that individuals within the identified age bracket spend at least two and half hours on different social media platforms including WhatsApp, Facebook, Twitter, Instagram, and You Tube. They are mostly chatting, sharing pictures and watching videos. As such, Shoez Company will be able to effectively market its new products on You Tube and reach a large audience and eventually convert majority of them into loyal consumers. It is also important to note that the target consumers of the new products value quality and status and therefore, will purchase the commodities so as not to get left out. The target audience also values lavish lifestyles and don’t mind spending money on products that will make them stand out.
Product Description: Individuals in society wear shoes for various reasons. There are those who wear shoes to protect their feet from injuries. Some people particularly athletes, wear specific types of shoes to help them compete better and become victorious. There are also individuals who wear shoes to look for aesthetic purposes and just because they are keen on fashion and latest trends. Regardless of the reasons identified above, it is evident that shoes are important. Over the years, renowned companies such as Nike and Adidas have been meeting these shoes needs in consumers by developing different and unique products that are also of high quality. Nonetheless, there is still an opportunity that Shoez Company can exploit through its unique and new product that combines aspects of sport, fashion and leisure. Unlike commodities from other companies, the new product from Shoez Company will have remarkable features such as innovative technical functions, breathable, fashionable and stylish, comfortable and 100% waterproof. Shoez Company purports to use cushion technology in manufacture that will significantly help to protect ankles of the target consumers when they are engaged in strenuous exercises. Similarly, the company will use shock-proof technology to make the new products safe for all customers.
Major Selling Idea (MSI): Successful organizations are those that provide products and services that address particular needs and wants in society. In this regard, Shoez Company will compel the target audience to purchase the new products by portraying them as not only durable but also fashionable. The advertisements and promotional campaigns will highlight the different technologies that were used in developing the products including cushion and shock-proof technologies. It will share that the new products are safe and can be used by athletes who are engaged in strenuous exercises. Other compelling features will include their water-proof capabilities and different prices depending on features, functions and materials.
Key Messages: First, through the new products, Shoez Company intends to communicate the fact that it is possible to wear shoes that are both fashionable and have a sporting appeal. Secondly, it is possible to engage in strenuous activities without incurring ankle injuries. Thirdly, it is possible to wear fashionable and comfortable shoes without literally “breaking the bank”.
Media Objectives
As it was shared in the previous section, Shoez Company intends to promote and advertise its new products on You Tube. The initiative was chosen because the target consumers are within the ages of 18 and 35 years and are ardent users of the platform. It is estimated that more than 30 million people visit You Tube daily to watch videos and other materials. Majority of these individuals are young and fall within the company’s age bracket that it intends to target with the new products. Furthermore, the target audience and consumers on You Tube are usually fascinated by new and unique products that promise better features and functionalities from what they currently receive and experience. Using You Tube to promote the new commodities will also allow the company to increase and expand its market base. The company has conventionally and primarily relied in selling its shoes through departmental stores and retail outlets. However, through venturing into You Tube advertising, it will be able to sell the new products online. You Tube will drive flow of potential customers to the company’s website where they will be able to view a variety of products that meet their unique needs and preferences. It will offer the company with the opportunity to recreate the content...