Saucony Singapore- Intergrated Marketing Communications Strategy
43
FIND YOUR STRONG Group 1 Estee Wu, Esti Jenita, Gan Chong Zhi, Tushar, Tan Yuan Xin, Yap Jia Wei 1
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An integrated marketing communications strategy tailored for Saucony Singapore. How can we improve the sales and branding of this quality sport apparel in Singapore? They have been in Singapore for a few years but survey have shown weak brand presence of Saucony in Singapore. This is a project done by me and my group mates, Estee Wu, Yuan Xin, Gan Chong Zhi, Bryan, Tusha in 2013.
Transcript of Saucony Singapore- Intergrated Marketing Communications Strategy
FIND YOUR STRONG
Group 1Estee Wu, Esti Jenita, Gan Chong Zhi,
Tushar, Tan Yuan Xin, Yap Jia Wei1
2
Situation Analysis
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Adidas Asics Brooks Mizuno New Balance
Nike Saucony Others 0%
20%
40%
60%
80%
100%
Familiarity of brands
46%
Yes No0%
20%
40%
60%
80%
100%
18%
Purchased Saucony before?Have you heard of Saucony?
Never Do not know much
Well0%
20%
40%
60%
80%
100%
24%
59%
Yes No0%
20%
40%
60%
80%
100%
8%
Current owners of Saucony
Low brand awareness
Saucony is not popular among consumers
3
Situation Analysis
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
4
Situation Analysis
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
5
Competitor Analysis
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 90%40%
50%
60%
70%
80%
90%
100%
Asics
Mizuno
Nike
Adidas
Brooks
New Balance
Saucony
Quality
Price
Adidas Asics
Saucony
Mizuno
Nike
New BalanceBrooks
Perceptual Map Top 3 Preferred Brands
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Situation Analysis
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
What’s the
Problem?
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Target Audience
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
16 to 40-year olds
Leisure runners who run on a regular basis to keep fit
Pay attention to the aesthetics and function of their shoes
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Objectives
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
To increase Saucony’s brand awareness from 17% now to
30% by the end of 2014
To increase Saucony users
from 8% currently to 15%
by the end of 2015
9Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Message Strategy
Overall Message Strategy
The Running
Specialists
Volleyball, Tennis
Fashion
Leverage on Saucony’s focus
in RUNNING
10Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Message Strategy
IMC Message Strategy
Global Campaign: Prevent dilution and confusion
IMC events different from global events
Aim 1: Connect with consumers personally
“Find your individual strong”
Aim 2: Reinforce Saucony’s strength in performance, durability, versatility
“Your reliable partner towards your goals”
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Media Strategy
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Video
Digital
Social Media
In-store/ Physical
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Media Strategy
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Media Class/Vehicle Reach*(During 9mth IMC)
Frequency(No. of Ad Insertions)
Gross Rating Points (GRP)
PrintSHAPE magazine 52,000 10 520,000Men’s Health 92,000 10 920,000Runner’s World 14,000 10 140,000Mind Your Body 1,346,000 4 5,384,000VideoYoutube- Generic 100,000 3 300,000Promo- Youtube Challenge 60,000 1 60,000Promo- Zombie Run 60,000 1 60,000Promo- School Challenge 60,000 1 60,000DigitalSaucony.com.sg 1,000,000 2 2,000,000Sgrunners.com 60,000 2 120,000Runnersworld.com.sg 200,000 2 400,000Runsociety.com.sg 40,000 2 80,000Social MediaFacebook 275,772** 50 13,788,600Twitter 256,120*** 50 12,806,000In-Store/ PhysicalRoyal Sporting House 180,000 20 3,600,000School Running Bazaars Publicity (POP Brochures)
1,000,000 1 1,000,000
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Promotional Activities
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
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Saucony Zombie Run
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
15
Objectives
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
• Increase brand awareness
• Improve brand recall
• Strengthen the brand image of Saucony being the “running shoe specialist”
• In line with “Find your Strong”
• The target audience will be runners aged 15-40 who are looking for something interesting as well as challenging
• Appeals to Symbolic and Experiential need of Consumers
• Unique and fun idea, therefore appealing to the masses
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Race Information
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
• Runners• 3 tags that represent health• Overcome various obstacles while avoiding
zombies• Can still complete the race without the tags
• Zombies• Chaser or Slow Zombie• Aim is to take the tags and dress up
• Various categories of Winners• Fastest runner, Most kills, Best Make-up etc
• Set off in Waves
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Pricing Strategies
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
• Promotional pull pricing strategy
• Encouraging them to spread by word of mouth and peer-pressure.
• Runners tend to go for runs together, especially for themed runs. This would therefore allow us to reach a greater number of people.
• Targeted audience : 3000 people
Participant : 50 Dollars
Zombie : 35 Dollars
Early-Bird Discount :
Participant : 35 Dollars
Zombie : 25 Dollars
Group Discount :
Groups of at least 5: 10% off.
Groups of at least 10: 15% off.
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Promotion
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
• Promotional video Build up hype and awareness Humour is used
• Social Media Facebook, Twitter, Youtube 8,000 likes and 2,000 people talking about this
• POP Advertisements RSH Shelf-Talkers and banners
• Sponsored Shirts, Goodie Bags and Prizes
• Saucony Booths
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Storyboard
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Scene 1: Zombie Apocalypse strikes the city. People panic and start rushing out trying to find safe places to hide.
Scene 2: People wear various shoes in a bid to run away from the Zombies
Scene 3: Everyone starts running away from Zombies in a bid to make it to a safe place!
Scene 4: Various runners get caught by the Zombies
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Storyboard
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Scene 5: The Saucony runner, decked in Saucony apparel and shoes, is managing to outrun and outmanoeuvre the zombies
Scene 6: He/She barely manages to make it to a safe house, at the cost of the running shoes which drops as he/she kicks away at the grabbing zombies.
Scene 7: The Tagline appears, “Only the Strong Survive”
Scene 8: A slow clumsy zombie stumbles upon the Saucony shoes and puts it on. It suddenly starts sprinting after others. Screen fades to black
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Youtube Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Objective:• Raise brand awareness• Increase market penetration
So… You don’t have to be a Saucony user to take part!
Target audience• Tech Savvy runners (15-40)
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Youtube Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
50% 50%
• Novelty• Inspirational Quality• Technical Quality• Theme Congruency
+
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Youtube Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
TOP PRIZE
• Intrinsic motivation: Marathon de Paris, France
• Extrinsic motivation:$1000 cash, $1000 vouchers
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Youtube Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
3)Youtube & Facebook
• Promotional videos• Viral marketing• Spillover for Saucony
Fbk/Youtube page
1) Advertisements on websites
2) Approach bloggers• Incentives: Saucony shoes & vouchers
Publicity
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School Sponsorships
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
SchoolChallenge
Budgeting Evaluation
Chosen School teams• Sponsor Track shoes for division winners• $50-$100 Saucony vouchers• Sponsored apparel for the team
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School Sponsorships
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
SchoolChallenge
Budgeting Evaluation
75% stated WOM as source of info
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School Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
• Wide Outreach
• Raises Saucony’s brand profile
• Cultivate a brand following among students
• Strengthen Saucony’s position as the definitive running shoe brand
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School Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
SchoolChallenge
Budgeting Evaluation
All Tertiary Students (~ 200,000 )
>5000 KM
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School Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
• Students have to download the Saucony App which records the distance covered during the run.
• Challenge schools to see who can reach target of 500km first
Tier 1: 15 % discount for 10km (Individual)
Tier 2: 25% discount if school reaches target
Tier 3: 50% discount for the first school to reach target
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School Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Promotions
• In-app promotions
• Runners Clinic Talks conducted by professionals Free diagnosis Demonstrations
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Media Plan
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
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Budgeting – Zombie Run
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Media Vehicle Description Source of estimation Cost Per Unit ($)
Qty Total ($)
POP materials Shelf talkers, Banners www.tradekey.com - 5000m $500
Promotional video Development - - - $400
Advertising - - - $500
Cost of location and after party
Cost of renting place, goodie bag distribution
Various websites - - $15000
Cost of obstacles Obstacles in the running course
- - - $1000
Search Engine Marketing
Google Ad Words SEM based
Google adwords – traffic estimator
$1000 - $1000
Cost of medals Medals to winners http://www.ander.com.sg/
$0.5 3500 $1750
Printing A4 Printing Accea.sg 0.30 1000 $300
TOTAL $20,450
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Budgeting – YouTube Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Media Vehicle/ Prizes Awarded
Description Source of estimation Cost Per Unit ($)
Qty Total ($)
Cash Prizes Prize to winner - - 1 1000
Saucony Vouchers Prize to winner - - 1 1000
Trip to Paris Marathon
Prize to winner Various websites - 1 4000
Social Media Facebook, Twitter - - - -
Search Engine Marketing
Google Ad Words SEM based
Google adwords – traffic estimator
1000 - 1000
Advertising on blogs and websites
Advertising the YouTube Challenge on running blogs and fitness websites
- - - 1500
TOTAL 8,500
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Budgeting – School Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Media Vehicle Description Source of estimation Cost Per Unit ($) Qty Total ($)
App Development, Content Creation and Hosting
www.bluecloudsolutions.com
4000+100 - 4100
Charity Charity pledged - - - 10,000Discount Discount vouchers - 200,000
Website Development & Content Creation
www.webpagefx.com 4000 - 4000
Domain registration http://www.domain.com/domains/
30 1 30
Hosting http://www.domain.com/domains/
$8 / month 9 72
Search Engine Marketing Google Ad Words SEM based
Google adwords – traffic estimator
1000 - 1000
Printing A4 Printing for flyers Accea.sg 0.30 1000 300
Newspaper articles Partnership with Straits Times
Information-based, unpaid
- - -
Blog Opinion Articles Partnership with bloggers - - -
School Sponsorship Giving out shoes and discount vouchers to opinion leaders
3 runners in each school 15 schools
8000
TOTAL 219,132
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Budgeting – Sales Projections
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
NPV – 6,699,650
36
Evaluation
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
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Evaluation
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Running Specialists
Increase in brand awareness
Increase Saucony users
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Evaluation
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
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Evaluation
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
NPV – 6,699,650
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Appendix- Survey Findings
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Appendix- Survey Findings
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Budgeting – Sales Projections
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Year 0 1 2 3 4 5
Cash Flow (248,082) 1,699,200 1,716,192 1,733,354 1,750,687 1,768,194
Discount Factor - 0.928 0.861 0.798 0.740 0.687
S$ - 1,576,252 1,476,823 1,383,665 1,296,384 1,214,608
NPV 6,699,650
