Calvin Klein IMC Plan

Integrated Marketing Communications
Group Project

First Surname Student Number Email
Charlie Marriott 1103 2885 [e-mail]
Robert Marsh 1101 2895 [e-mail]
Rhys Gleecher 1126 8796 [e-mail]
Sarah Raleigh 1126 5941 [e-mail]
Will Hipsley 1101 2857 [e-mail]
Keegan Rezek 1085 5791 [e-mail]

Table of Contents Page Number
Executive Summary 3
Introduction
• Product Description
• Management Responsibility
• Geographic Location & Length of the Campaign

3-4
Situational Analysis
• Current Market Position
• Company Analysis
• Competitive Analysis
• Opportunity Analysis

4-8
Objectives
• Marketing Objectives
• Sales Objectives
• Communication Objectives

8
Target Audience
• Market Segmentation
• Target Market
• Positioning

8-9
Communications Strategy
• Message
• Source
• Channel
• Receiver
• Feedback

9-10
Creative Strategy
• Advertising Problem or Issue
• Advertising and Communication objectives
• Target Audience
• Major Selling Idea and Key Benefits
• Creative Strategy Statement
• Supporting Information and Requirements

10-11
Budget 12
Media Planning 13-16
Media Strategy
• Advertising
• Direct marketing
• Internet
• Interactive media
• Sales promotions
• Public relations
• Publicity
• Personal selling

16-19
Campaign Evaluation 19
Conclusion 19

Executive Summary

Calvin Klein Inc. formed in 1968 is typically associated with high quality apparel and intimate wear at a premium price, boasting strong brand equity and an extensive and global loyal consumer base. In 2003, CK was purchased by Philliphs-Van Heusen Corp (PVH), which now controls its operations. Calvin Klein has over time diversified into various business avenues, exploring the fragrances and sunglasses markets, which have

References: A.Brannon, B.Chirichella, C.Schaffer & J.Wittmer, 16th November 2012, Calvin Klein, viewed 24th September 2012 A. Kesper 2011, Australia, a nation transformed, viewed 24th September 2012 Belch, George and Belch, Michael 2012, Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition, viewed 24th September 2012 D. Waller 2012, Developing your intergrated marketing communication plan, 1st Edition, viewed 24th September 2012. J.McLaughlin, March 31, 2010, Calvin Klein: A Brand History, viewed 24th September < http://www.time2.co.uk/blog/brand-history-calvin-klein > Unknown, Advertising and Marketing Communications, viewed 24th September 2012 Unknown, International Directory of Company Histories, Vol. 55. St. James Press, 2003, Calvin Klein, Inc. History, viewed 25th September< http://www.fundinguniverse.com/company-histories/calvin-klein-inc-history/ > Unknown, PVH, Our Company: Leadership, viewed 29th September 2012, N.Smith 2012, Gentlemen’s Quarterly 2012 Media Kit, viewed 29th September 2012,