Upload
callister-jones
View
82
Download
1
Embed Size (px)
Citation preview
WOMEN'S ATHLETIC APPAREL
Designed and developed by: Callister Jones
Vanessa Garley
ADVERTISING PLAN
Click icon to add picture
OVERVIEW OF PRODUCT: WOMEN’S SPORTSWEAR Categories Hoodies and sweats Tops
-Shirts-T shirts-Tanks
Bottoms -Pants-Shorts -Leggings/Tights
MARKETING AND ADVERTISING OBJECTIVES Increase in Market Share (going from 2%
to 15% market share) A competitive position (Making the
Victory Brand an alternative/substitute of choice)
Desired customer action (such as visiting the store and making purchases)
MARKETING MIX DECISION Product-Women’s Sportswear
-segmentation of product usage (product usage is for women’s sportswear)
-Product position-is the perception in the consumers mind of the nature of the company and its products relative to its competitors.
(refer to page 96 Approaches to positioning) Price- Place- East Coast Headquarters in Washington DC and
West Coast Headquarters in Salt Lake city Utah (List of 20 locations)
http://www.forbes.com/pictures/eigl45hfh/20-baltimore-md/
Promotion-social media, print advertisement, information, web design, Public relations
CREATIVE PLAN
Click icon to add picture
KEY BENEFIT STATEMENT Fun, flirty sportswear that is cute and functional with
unique materials.
Benefit Segmentation which appears in the fitness market
Regular exercisers belong in 1 of the 3 benefit segments
1st group “winners” do whatever it takes to stay physically fit. (segment tends to be younger, upwardly mobile, and career oriented)
2nd group “dieters” exercise to maintain their weight and enhance physical appearance (group tends to be females over age 35)
3rd group “self-improvers” exercise to feel better and to control medical costs)
CREATIVE STRATEGY AND DECISION OF EACH AD Objectives:
-increase brand awareness -Building brand image -increase customer traffic -Providing information about the product
Target audience-Women ages 18-35 who live athletic, health lifestyles and have hobbies in yoga, and exercising.
Message theme -Cognitive strategies- awareness. knowledge -Affective strategies- linking, preference, conviction -Conative strategies- Purchase
Support- list unique materials/substantiate claim, and list claims from advocates of the brand/reviews
Constraints-legal and mandatory restrictions placed on advertisements
ADS-Image-Theme
-Tone-Style
-Appeal Technique
AD 1From Work to Working
Out#FW2WO
-Image: -Theme: Versatile sport ware that you can wear to work to
working out-Tone: Comfort and peace
-Style
-Appeal Technique
Victory
AD 2PRETTY IN
PURPLE
Image: -Theme: Feeling & looking Pretty
while working out -Tone: Comfort and pretty/sexy
sport ware -Style: work out
-Appeal Technique
AD 3SHIRT BAG
Image: -Theme: Feeling & looking Pretty
while working out -Tone: Comfort and pretty/sexy
sport ware -Style: work out
-Appeal Technique
OTHER EXAMPLES OF THE BRAND:
MEDIA PLAN
Click icon to add picture
MEDIA STRATEGY Target Market Matching Strategy ( matching the
target market will be determined by the Geographic's of the nations healthiest cities. In placing the stores in these areas women living healthy lifestyles will be drawn to the stores.)
Reach/ Frequency/ Continuity Timing (Primary media selection timing will be in
January (new years resolutions), May (Summer), August (back to school).
Geographic Coverage (stores are selected to be equally divided amongst the east and west coast of the United States.)
Media Selection Rationale (why customers selected/ why they didn’t)
MEDIA EXECUTION Media Budget Allocation
Media schedule/Blocking chart
OTHER PROMOTIONAL ACTIVITIES
Click icon to add picture
OTHER PROMOTIONAL ACTIVITIES Public Relations Event Marketing/Sponsorship Sales Promotion