Komfort Kicks IMC Strategy · Web viewKomfort Kicks, Inc. is a North American athletic shoe company...

Komfort Kicks IMC Strategy for Women’s Product Line

Komfort KicksIMC Strategy Women’s Product Line

Kathie DeLaGarzaJon LamlechJennifer MathisJessica HarrisMichael DayChris Lach

April 21, 2013

0


Table of ContentsExecutive Summary.................................................................................................................1

Corporate Growth Objectives..................................................................................................2

Analysis of Promotional Program.............................................................................................2

Budget Determination.............................................................................................................2

Brand Identity.........................................................................................................................2Logo.................................................................................................................................................2Business Card...................................................................................................................................3Letterhead........................................................................................................................................3

Overview of the Promotional Mix............................................................................................4Internet Marketing Campaign...........................................................................................................4Advertising Campaign.......................................................................................................................6Direct Marketing Campaign..............................................................................................................6Sales Promotion Campaign...............................................................................................................7Public Relations Campaign................................................................................................................8

Komfort Kicks Campaign Timeline............................................................................................9

Monitoring, Evaluation and Control.........................................................................................9

Appendices............................................................................................................................10Appendix A – Storyboard Conceptual for 30-second commercial.....................................................10Appendix B – Radio Script for 30-second spot.................................................................................11Appendix C – Banner Ad Package....................................................................................................12Appendix D – Flyers, Ads, 2-Page Spread, Trifold and Billboards......................................................13

Press Release:....................................................................................................................................13Bumper Sticker:..................................................................................................................................13Billboard:...........................................................................................................................................14Newspaper Ad:..................................................................................................................................14Magazine Ad:.....................................................................................................................................15Trifold Brochure:................................................................................................................................15Women’s Door Hanger:......................................................................................................................16Flyer:..................................................................................................................................................17

Appendix E – Coupons, Post-cards, Point-of-Purchase Displays........................................................18Women’s Coupon:..............................................................................................................................18Women’s Coupon:..............................................................................................................................18Point-Of-Sale Display:........................................................................................................................19Membership Card (Front):..................................................................................................................19Membership Card (Back):..................................................................................................................20Women’s Direct Mailer:.....................................................................................................................20


Executive SummaryKomfort Kicks, Inc. is a North American athletic shoe company that manufactures high-end, professional soccer shoes. They have been in existence for ten years in the United States. The main headquarters is just outside of Chicago, IL from where the shoes are distributed. The brand has been quite successful in the past, but losing significant market share to Nike and Adidas. Management has decided to complement its soccer shoes with a stylish training jacket, pants and jersey to completely outfit soccer players or workout enthusiasts. The outfit is lightweight in design; providing maximum comfort and air circulation for indoor workouts, outdoor practice and soccer games. While Nike and Adidas are battling for global soccer domination, Komfort Kicks would like to make a comeback under the radar and strengthen its brand and reputation while becoming a sponsor at the 2016 Olympic Games in Rio de Janeiro.

With increased competition in the sports athletic market, management has hired DeVry University’s Creative Marketing firm to propose an IMC Campaign. This campaign is intended to strengthen the Komfort Kicks brand equity, promote its new training outfit and increase sales.

According to IBIS World, the sports and athletic goods industry has seen overall sales revenue decline at an estimated annualized 2.6% during the five years to 2012 to $8.9 billion; these figures include an expected 2.1% revenue increase in 2012. Over this time, the average profit margin for industry operators has also contracted due to the rising competition from imports, which has put downward pressure on selling prices. Research has concluded that as consumers become more health conscious, they will feel more inclined to purchase athletic apparel. Demand for sports and athletic apparel is projected to increase and steadily grow revenue in the short term, despite the overall decline of the industry in the United States. As the recession subsides, revenue is forecast to grow at an annualized rate of 1.0% to reach $9.3 billion by 2017.

Komfort Kicks has taken a back seat to Nike and Adidas, each grabbing an estimated 35% market share in selling athletic wear. During the last two years, Komfort Kicks has reported 5% market share with sales revenues averaging an estimate $445M for the past fiscal year. Management feels it can strengthen its brand and increase sales by offering a light-weight, comfortable training outfit. Komfort Kicks will offer three lines of the outfits for men, women and youth. The retail price for the men’s and women’s training outfit is $149; while the youth outfit will sell for $129. Each outfit includes a lightweight training jacket with detachable hoodie, pants and jersey. The outfit material is made of a lightweight mesh to allow air to circulate and cool the body during physical activity.

The age of the target market varies with each of the outfit product lines. The men’s age is from 18-35 years old, while the women’s age is from 18-28 years. The children’s age will range from 6 to 17 years. The average family income level earns $100,000 and above; and typically live in major metropolitan areas. These consumers typically work out regularly and enjoy tennis, volleyball, soccer, yoga, ski and jogs.

Komfort Kicks needs to increase awareness of their products, enhance the image of their brand, expand to an international presence and increase their market share and sales. They will strive to achieve this goal for each of their three lines of training outfits.

Komfort Kicks is hiring DeVry’s Creative Marketing firm to develop an Integrated Marketing Communications (IMC) campaign for their US-based company and also for global expansion to the Brazil

1


market. While revamping the US-based marketing materials, media, ads and promotions, we’ll also be outsourcing to a creative firm in Brazil to transform our creative into appropriate venues in that market. The Brazilian ad agency will transform the website to something that is understandable in Portuguese as well as developing radio and limited TV advertising to drive consumers to the website. Management feels that proper advertising strategies and promotional campaigns internationally will be a perfect strategy for global exposure and brand awareness leading up to the 2016 Olympic Games.

Corporate Growth ObjectivesThe objectives for Komfort Kicks are as follows:

1. Increase awareness of the brand by 20% in three years.2. Enhance the overall image of the brand by 20% in three years.3. Improve overall sales by 10% in the first year.4. Increase domestic market share by 15% in the next five years.5. Initiate expansion into the Brazilian market through an online presence.6. Innovate and offer athletic sportswear and accessory product-lines to compete with Nike and

Adidas products.

Analysis of Promotional Program The existing media, website and collateral are outdated. The company needs a fresh new look to spark attention, interest, desire and action (AIDA) in all of their lines. Social media including Facebook and Twitter need to be incorporated into the website. The Brazilian marketing media needs to be developed totally from the ground up. They really need to get their online presence known way in advance of the 2016 Olympics.

Budget DeterminationThe total budget for this marketing makeover will be an estimate $20M over the next three years. That figure will include both the domestic revamp of the brand and the development of the Brazilian website, radio and TV ads.

Brand IdentityLogoBelow is the company logo, which will be consistently used throughout all product lines and campaigns.

2


Business CardBelow is the company business card, which will be ordered for all Komfort Kicks employees.

LetterheadBelow the company letterhead, which will be ordered for all Komfort Kicks employees to utilize and can be used for correspondence, memorandums and statements to customers.

3


Overview of the Promotional MixInternet Marketing CampaignObjective: Our objective is to achieve an effective online presence by creating a website and populating social media sites. Through this online presence, we plan on building brand awareness as well as product awareness of our new athletic wear lines and provide a platform to establish and maintain our customer relationships. Our last objective is to increase new sales and retain return customer business.

Budget:

Startup Year 1 Year 2 Year 3 Year 4 Year 5 Total

Website $16,000 $4,000 $4,000 $4,000 $4,000 $4,000 $36,000

Social Media $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $12,000Grand Total $48,000

Message Strategy: Komfort Kicks will be launching a brand new Website featuring our new product line of athletic wear and integrating social media to drive traffic, excitement and awareness to our website. Through our online integration, consumers can feel a direct connection with our company. This gives our consumers an opportunity to feel like they’re demands and concerns are being heard, almost as if they are part of the company. Online integration allows consumer to follow our social media being the first people to know of any updates, ongoing news relevant to our company, product launches and promotions. Along with social media, our website will also provide the most current deals and promotions that will be exclusively available online only.

Media Plan: Our media consists of a website and multiple social media profiles, which help establish and maintain our objective of having an effective online presence. Our sites are listed below:

www.kkickswear.weebly.com www.fb.com/Kkickswear www.twitter.com/Kkickswear https://plus.google.com/u/0/110190440423676255649/about

4

https://plus.google.com/u/0/110190440423676255649/about

http://www.twitter.com/Kkickswear

http://www.fb.com/Kkickswear

http://www.kkickswear.weebly.com/


Artwork:

Facebook:

Twitter:

5


Advertising CampaignObjective: Our objective is to raise awareness of our company and products that we offer by clearly identifying our target market. We will have to focus on persuading prospective customers to switch to our products from our competitors. We want to accomplish these objectives by supporting events where we can market our products (tournaments, expo’s etc.). We also plan to increase advertisement through television and radio ads, billboards, magazines, newspapers and flyer handouts.

Budget:

Startup Year 1 Year 2 Year 3 TotalTv Ads $245,000 $245,000 $245,000 $245,000 $980,000Radio Ads $16,000 $16,000 $16,000 $16,000 $64,000Billboard 37,000 $40,000 $45,000 $50,000 $172,000Internet $1,000 $2,000 $3,000 $4,000 $10,0002 Page Ad $238,000 $238,000 $238,000 $200,000 $914,0001 Page Ad $195,000 $195,000 $175,000 $175,000 $740,000Flyers $7,500 $7,500 $7,500 $7,500 $30,000Newspaper $30,000 $30,000 $40,000 $40,000 $140,000

Grand Total $3,050,000

Message Strategy: Komfort Kicks will be focusing on the benefits that will make our products more desirable for women to own. We will want to focus our advertising on the benefits of wearing our products and the comfort ability that comes with wearing our clothing. There will also be a focus on physically active people who are serious about their sports while wearing high quality products.

Media Plan: Our advertisement media plan will be focused on reaching out to people through specific outlets such as billboards, television and radio ads, internets banner ads, magazine and newspaper ads.

Direct Marketing CampaignObjective: Here at Komfort Kicks, our objective for direct marketing is to make people aware of our product as much as possible. We want to narrow down our target market and get to as many prospect customers as possible. The best for of marketing is to actually get out there and participate in events, sporting events, gym, etc. For direct marketing we plan to have a strong sales/marketing team. We want to pass our bumper stickers, brochures, and business cards. Lastly is going door to door, placing door hangers, mailing out direct mailers and even emailing newsletters to anyone interested in our apparel line.

6


Budget:

Startup Year 1 Year 2 Year 3 TotalBumper Stickers $1,300 $1,100 $1,100 $1,100 $4,600Trifold Brochure $700 $636 $636 $636 $2,608Direct Mailer 1,200 $1,086 $1,086 $1,086 $4,458Door Hanger $950 $896 $896 $896 $3,638Business Cards $3,000 $3,000 $3,000 $3,000 $12,000E-mail Newsletter $504 $504 $504 $504 $2,016

Grand Total $29,320

Message Strategy: Komfort Kicks will be focusing on the apparel line and creating a positive message for all of those who do physical activities and likes to work out. By having a high quality product and making customers aware of our product is key to any strategy. By doing direct marketing it will be easy to get the name out there, but the company’s responsibility to keep up a strong message.

Media Plan: Our plan is direct marketing! Getting to as many people possible at events and at home is the best and fastest way of getting the business name out there. Repetition is key for people to recognize and trust our product and the growth of the company.

Sales Promotion CampaignObjective: Our objective is to provide incentives that will boost quick, short-term sales of our products in the form of coupons, membership cards, and point-of-purchase displays. This will get our product into the consumers’ hands faster so brand awareness is kick-started. It will also increase product volume sales faster.

Budget:

Startup Year 1 Year 2 Year 3 TotalMembership Cards $6,000 $5,750 $5,500 $5,250 $22,500Coupons $10,000 $10,000 $10,000 $10,000 $40,000Point Of Sale Display 15,000 $12,000 $12,000 $12,000 $51,000

Grand Total $113,500

7


Message Strategy: Komfort Kicks has developed incentives to entice consumers to try our new product line, and to try it faster. The incentives are meant to implant in the consumers’ minds that Komfort Kicks is affordable as well as great quality. Membership cards will encourage long-term brand loyalty.

Media Plan: Our media plan is to offer coupons and information about membership on our website, social media sites, as well as in newspaper and magazine ads.

Public Relations CampaignObjective: Our objective is to build awareness and excitement about our new product lines. We also intend to show that Komfort Kicks is a company that not only cares about athletes, but gets involved in helping athletes achieve their athletic goals. Doing this will show consumers that our company is not just about earning a profit, but genuinely cares for its consumers.

Budget:

Startup Year 1 Year 2 Year 3 TotalLetterhead $1,600 $1,400 $1,400 $1,400 $5,800Press Release $1,500 $1,500 $1,500 $1,500 $6,000

Grand Total $11,800

Message Strategy: The 2014 World Cup will be taken place in the wonderful country of Brazil. At Komfort Kicks, we are proud to announce that we will be the proud supplier for the Men and Women participating in this year 2014 World Cup. We will be supplying complete athletic wear including the popular soccer shoe line.

We here at Komfort Kicks have long supported the sport of soccer by supplying teams in the MLS with soccer shoes. Some of the teams we have supplied are the Chicago Fire, Manchester United, and LA Galaxy. By getting into the sportswear market we decided that joining up with the Brazilian Football team was a perfect match. By doing this we hope to gain international recognition, at the biggest stage, and join up with FIFA to increase sales at other major international football events. By using this partnership we expect to enhance our brand and increase sales.

Media Plan: The aforementioned language will appear in press releases for newspapers, magazines as well as radio and television spots.

8


Komfort Kicks Campaign TimelineFY13 Q1 FY13 Q2 FY13 Q3 FY13 Q4 FY14 Q1 FY14 Q2 FY14 Q3 FY14 Q4 FY15 Q1 FY15 Q2 FY15 Q3 FY15 Q4

Internet Marketing Website Banner Ad Facebook Page Twitter Page Google+ PageAdvertising Campaign 30-sec TV Commercial 30-sec radio spot Magazine Ads Newspaper Ads BillboardsDirect Marketing Email Newsletter Bumper Stickers Mailers & Postcards Door HangerSales and Promotions Trifold Brochure Coupons Membership Card Point-of-DisplayPublic Relations Press Releases Publish blogs

Normal Marketing and Launch Dates

World Cup Specific Marketing Dates

Monitoring, Evaluation and ControlThe IMC promotional plan has specific deadlines and goals. If any of these are delayed, there is a real ripple effect with the rest of the plan and individual campaigns. Deadlines will be scrutinized carefully with each submission. Each submission will be evaluated on its content, creativity and effectiveness. Participants will be evaluated on how the contributed to the team.

9


AppendicesAppendix A – Storyboard Conceptual for 30-second commercial

10


Appendix B – Radio Script for 30-second spot

Komfort Kicks Radio Ad Script Women’s Workout AttireItem DescriptionGender of Speaker Two adult femalesNumber of Narrators One—for the slogan and website info at the end of the adLength of Ad :30 secondsTarget Demographic Adult womenVocal Direction Two female actors in a conversation

Suggested Music Only at the end of the ad, the beginning of the song, “We Will Rock You” by Queen

Suggested SoundFX Outdoors

Description:Two women jogging outside. One is wearing a generic brand t-shirt and jogging pants. The other is wearing Komfort Kicks Training Apparel. There is an upcoming marathon for the town, which the women run in together every year. However, it is March, and will still be very cold outside.

The following is the conversation between the two women:

Script:[birds chirping in background]

Woman 1: Hey aren’t you excited for this year’s 4k marathon?

Woman 2: Are you kidding? More like this year’s freeze and walk!

Woman 1: Freeze and walk? Don’t you have a Komfort Kicks jogging suit?

Woman 2: Komfort Kicks? Isn’t that the soccer shoe company?

[bus drives by]

Woman 1: They started with shoes, but now they have all sorts of sporting apparel – shoes, sweats, jackets, thermal wear…everything you could possibly need. And it’s affordable.

Woman 2: Wow, I didn’t realize how much Komfort Kicks had to offer.

Woman 1: Not only that, they are also the suppliers of the 2014 World Cup.

Woman 2: Wow! I need to get my Komfort Kicks and suit up!

SLOGAN:Narrator: Komfort Kicks, Suit Up! Visit allkomfortkicks.weebly.com for more information.

11


Note: Samples from the DeVry Box can be inserted here

Appendix C – Banner Ad Package

12


Appendix D – Flyers, Ads, 2-Page Spread, Trifold and BillboardsPress Release:


800-555-KICK

Press Release

Addison, IL April 9, 2013:

The 2014 World Cup will be taken place in the wonderful country of Brazil. At Komfort Kicks, we are proud to announce that we will be the proud supplier for the Men and Women participating in this year 2014 World Cup. We will be supplying complete athletic wear including the popular soccer shoe line.

We here at Komfort Kicks have long supported the sport of soccer by supplying teams in the MLS with soccer shoes. Some of the teams we have supplied are the Chicago Fire, Manchester United, and LA Galaxy. By getting into the sportswear market we decided that joining up with the Brazilian Football team was a perfect match. By doing this we hope to gain international recognition, at the biggest stage, and join up with FIFA to increase sales at other major international football events. By using this partnership we expect to enhance our brand and increase sales.

Bumper Sticker:

13



Billboard:

Newspaper Ad:

14


Magazine Ad:

Trifold Brochure:

15


Women’s Door Hanger:

16


Flyer:

17


Appendix E – Coupons, Post-cards, Point-of-Purchase DisplaysWomen’s Coupon:

Women’s Coupon:

18


Point-Of-Sale Display:

Membership Card (Front):

19


Membership Card (Back):

Women’s Direct Mailer:

20

Komfort Kicks IMC Strategy · Web viewKomfort Kicks, Inc. is a North American athletic shoe company...

Documents

Transcript of Komfort Kicks IMC Strategy · Web viewKomfort Kicks, Inc. is a North American athletic shoe company...