The aims to establish the feasibility of the production of NIKE LOAFERS through an Integrated Marketing Communication Plan (IMC)
Executive Summary
The following project is a scoping study which aims to establish the feasibility of the production of NIKE LOAFERS through an Integrated Marketing Communication Plan (IMC) this is to be accomplished through Specific analysis of relevant in subject area use of quantitative and qualitative research key to completing through in depth analysis.
Firstly this scoping will aim to conduct will a market review looking at investigating areas such market share as well factors affecting the market. Secondly also being investigated will be competitor analysis, in order to create a target market match, thirdly there will be considerations to media objectives this area will establish who are product is aimed what where how and when.
Fourthly there will be in depth analysis of creative plan this creative strategy will specify the image tone as well style of the intended IMC strategy also covering appeal techniques as well as advertising and PR strategy and finally there will be analysis of media execution.
Introduction
The proposal of Nike Loafers for production is a very real opportunity as there is a potential market that does exist for the production of Nike loafers as the organisation already has strong brand leadership. Nike currently has a large product range that covers footwear from sports and leisure, also being sold is athletic apparel which covers a wide range of sports football rugby and tennis our objective is to enter smarter shoes industry for young professions maintaining Nike edgy vibrant appeal.
The key aspect of this project will being able to communicate our objectives clearly to our target market we will need to have to clearly message our strategy through precise message execution this we will need to in line with our media decisions which will need to cover the following issues reach, frequency and impact as well as specifying major and specific media types we intend to use this will have to be in line with specific media
The following project is a scoping study which aims to establish the feasibility of the production of NIKE LOAFERS through an Integrated Marketing Communication Plan (IMC) this is to be accomplished through Specific analysis of relevant in subject area use of quantitative and qualitative research key to completing through in depth analysis.
Firstly this scoping will aim to conduct will a market review looking at investigating areas such market share as well factors affecting the market. Secondly also being investigated will be competitor analysis, in order to create a target market match, thirdly there will be considerations to media objectives this area will establish who are product is aimed what where how and when.
Fourthly there will be in depth analysis of creative plan this creative strategy will specify the image tone as well style of the intended IMC strategy also covering appeal techniques as well as advertising and PR strategy and finally there will be analysis of media execution.
Introduction
The proposal of Nike Loafers for production is a very real opportunity as there is a potential market that does exist for the production of Nike loafers as the organisation already has strong brand leadership. Nike currently has a large product range that covers footwear from sports and leisure, also being sold is athletic apparel which covers a wide range of sports football rugby and tennis our objective is to enter smarter shoes industry for young professions maintaining Nike edgy vibrant appeal.
The key aspect of this project will being able to communicate our objectives clearly to our target market we will need to have to clearly message our strategy through precise message execution this we will need to in line with our media decisions which will need to cover the following issues reach, frequency and impact as well as specifying major and specific media types we intend to use this will have to be in line with specific media
Bibliography: Belch, G. E. and Belch, M. A. (2007), ‘ADVERTISING AND PROMOTION An Integrated Marketing Communication Perspective’, London: McGraw-Hill Companies. De Pelsmacker et al (2007), Marketing Communications: A European Perspective, FT Prentice Hall, Harlow. Kotler et al (2008), Principles of marketing, 5th ed. FT Prentice Hall Shimp, T.A. (2007) Integrated Marketing Communication: Advertising and Promotion, 7th ed. Thomson Learning Smith, P.R. and Taylor, J. (2002), Marketing Communication: an Integrated approach: London: Kogan Page Limited Varey, R, J. (2002) ‘Marketing Communications: Principles and Practice’, London Routledge