Download - 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


4

Situation Analysis

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


5

Competitor Analysis

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


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

6

Situation Analysis

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


What’s the

Problem?

7

Target Audience

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


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

8

Objectives

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


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


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


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”

11

Media Strategy

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


Print

Video

Digital

Social Media

In-store/ Physical

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Media Strategy

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


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

13

Promotional Activities

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


14

Saucony Zombie Run

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


15

Objectives

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


• 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

16

Race Information

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


• 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


• 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


• 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


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

20

Storyboard

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


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


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


50% 50%

• Novelty• Inspirational Quality• Technical Quality• Theme Congruency

+

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Youtube Challenge

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


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


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

25

School Sponsorships

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

SchoolChallenge


Chosen School teams• Sponsor Track shoes for division winners• $50-$100 Saucony vouchers• Sponsored apparel for the team

26

School Sponsorships

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

SchoolChallenge


75% stated WOM as source of info

27

School Challenge

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


• 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


All Tertiary Students (~ 200,000 )

>5000 KM

29

School Challenge

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


• 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


Promotions

• In-app promotions

• Runners Clinic Talks conducted by professionals Free diagnosis Demonstrations

31

Media Plan

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


32

Budgeting – Zombie Run

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


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

33

Budgeting – YouTube Challenge

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


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


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


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


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

35

Budgeting – Sales Projections

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


NPV – 6,699,650

36

Evaluation

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


37

Evaluation

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


Running Specialists

Increase in brand awareness

Increase Saucony users

38

Evaluation

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


39

Evaluation

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


NPV – 6,699,650

41

Appendix- Survey Findings

42

Appendix- Survey Findings

43

Budgeting – Sales Projections

Situation Analysis

Message & Media

Zombie Run

YoutubeChallenge

School Challenge


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