communications strategy lucy cottrell dan fairhurst james peck
TRANSCRIPT
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COMMUNICATIONS STRATEGY
Lucy CottrellDan Fairhurst
James Peck
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CONTENT
Communications Aims
Creative Brief
Brand Positioning
Research, Qualitative and Quantitative
Competitor Analysis
Market Analysis
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UK FOOTWEAR MARKET
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CLARKS
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CLARKS
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SWOT
Strengths
• Brand longevity• Loyal customers
• Market leader in UK• Well known for great quality products
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SWOT
Weaknesses
• Brand perceived as boring• Alienated future target audience
• Customers unaware of iconic 'desert boot'
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SWOT
Opportunities
• Use brand loyalty to advantage• Expansion overseas
• China population of 1 billion+
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SWOT
Threats
• Competitor expansion overseas• Economic threats
• Global expansion failure
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UK COMPETITORS
Russell & Bromley
• Niche premium brand• Focusing on growth of e-commerce
• Sales risen by 25% between 2007 and 2011
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GERMAN MARKET
• Growth in casual footwear to 52% of the market
• Skepticism in the market
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GERMAN COMPETITORS
Geox
• Patented Geox breathes system
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CHINESE MARKET
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CHINESE MARKET
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CHINESE COMPETITORS
ECCO
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• Between dependent and pre-family
categories• Suceeder or
reformer categories
TARGET AUDIENCE SEGMENTATION
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• Young Professionals
• Aged 18 – 30
• Stylish &
Sophisticated
• Aware of fashion
trends
TARGET AUDIENCE SEGMENTATION
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TARGET AUDIENCE SEGMENTATION
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PRIMARY RESEARCH
Online Questionnaires
In-depth Interviews
Focus Groups
1
2
3
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QUANTITATIVE RESULTS
• Issues with brand image
• Consumers often put style before
comfort
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QUANTITATIVE RESULTS
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QUANTITATIVE RESULTS
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BRAND POSITIONING
This brand key identifies what the
brand does for consumers,
showing the development to a
brand essence, which forms the
vital element to be used in an
advertising campaign.
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TARGET MARKET
• Individuals that want comfortable and stylish shoes
• Aged 18-30• Cares about the
durability of their shoes
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INSIGHT
I want shoes that express my personality and therefore must be stylish whilst also maintaining comfort and durability
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• Clarks shoes last a lifetime
• Keep my feet comfortable
• Comfort without compromise
BRAND BENEFITS
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• Strong and proud history• Quality assured
REASONS TO BELIEVE
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DISCRIMINATOR
Clarks will provide me with a sophisticated style of shoe that wont break or become uncomfortable under the stresses of every day wear
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A lifetime of sophistication
BRAND ESSENCE
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PERCEPTUAL MAPS
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PERCEPTUAL MAPS
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UK OBJECTIVES
• Aim o Infiltrate the young professional demographico Maintain the current consumer baseo Change consumer perception of Clarks, specifically, psychologically influencing the
consumer that Clarks do sell stylish shoes, shoes that also prioritize comfort.
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• Objectiveso Increase UK sales of footwear to 18-30 year olds by 5-10% by 2016.o Increase online traffic by 20% within 2 yearso Maintain leadership of UK shoe market.
UK OBJECTIVES
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• Tacticso Web-based interactions with young professionals using social media sites such as
Facebook and Twitter.o Outdoor promotions placed in areas of high young-professional foot-fallo Interactive media i.e. interactive posters placed in train stations for example.o Sales promotions i.e. ‘50% off next purchase’ to encourage repeat purchase.
UK OBJECTIVES
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GERMANY OBJECTIVES
• Aim o Germany: Increasing overall brand awareness and building positive brand
perceptions
• Objectiveso Increase advertising reach by 15% within 3 yearso Increase awareness of Clarks by 20-30% in 3 yearso Increase sales in the German footwear market by 5% by 2016
• Tacticso Web based promotions, i.e. 'then and now' photos higlisghting longevity of Clarks
footwear. o Outdooor advertising in places of high general footfall in order to increase reach.
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CHINA OBJECTIVES
• Aim o China: Raise awareness of the Clarks brand.
• Objectiveso Increase sales in the Chinese footwear market by 5% by 2016o Increase advertising reach by 5 million impressions within 3 yearso Increase awareness of Clarks by 5% in 3 years
• Tacticso Look bookso Fashion shows in order to highlight the stylishness of the shoeso Ambient advertising
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CAMPAIGN EVALUATION
• Aim o Increase UK sales of footwear to 18-30 year olds by 5-10% by 2016.o Germany: Increasing overall brand awareness and building positive brand
perceptionso China: Raise awareness of the Clarks brand.
• Evaluationo UK: the effectiveness of the media can be gauged by impromptu surveys which will
question the salience of the advertising o China: also measured quantitatively by monitoring sales figures while still
accounting for market growth.o Germany: measured quantitatively by monitoring the sales figures both online and
instore
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CREATIVE ELEMENT
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BRAND ESSENCE & PROPOSITION