A&F Imc Plan

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IMC Plan

Ta-wei Kuan
IMC 409
Roosevelt University

Content

1. Executive summary………………………………………………………………………...3

2. Business situation review…………………………………………………………………..4

3. Marketing objective…………………………………………………………………..........12

4. The central strategic idea ………………………………………………………………….15

5. Communication situation analysis………………………………………………………....16

6. Target audience analysis…………………………………………………………...............17

7. Positioning strategy analysis………………………………………………………............19

8. Communication objectives and strategies…………………………………………………21

9. Program of tactics and executions…………………………………………………...........22

10. Conclusion…………………………………………………………………………...........27

Executive summary

The strategy of this IMC plan is to extend Abercrombie & Fitch target audience, young generation, to the senior segment; the reason by doing this strategy is because there are more potential customer that haven’t been discover yet, so if we can reach to those people, the brand can expand its market and gain more profit. Furthermore, the current image that A&F holds in people mind might be a brand that provides casual luxury products or a brand that is only for young people, but if the brand can have the opportunity to upgrade its image to compare with those high-end brands, the brand value will increase dramatically. And so by, we must add the element of maturity into our brand image and appeal senior customer to purchase our product. In order to carry out this strategy, this IMC plan will use different marketing communication tools such as product placement, event marketing, advertising and public relationship to accomplish this goal. Eventually, after execute this new strategy for A&F, more and more senior will consider A&F is a brand not just for teens but also for them.

Business situation review

* Brand introduction:

Abercrombie & Fitch, also known as A&F, is a renowned worldwide fashion brand that provides people the sense of causal luxury; it has a variety of product from the shoes that you wear on foot to the hat wear on the top, even fragrance and those exquisite accessories you can buy one at the store as well. Nowadays, A&F has more than 300 branches within the U.S, and several stores around the world. The reason why A&F is so popular recently is because the style of the product is unique and modern; furthermore, the products also possess high quality as well. Additionally, another reason that A&F has such high popularity is because the affordable price, take the T-shit for instance, the average price is 25 to 30 dollars, if we compare A&F to those famous brand such as Armani, Ralph Lauren, Calvin Klein, we can find out the price that A&F stands is much friendly than the others. * Target market:

The main market of A&F is target at those young adults, from the age 18 to 25, different nationalities, color and characteristic, and those people who love fancy stuff but can’t afford extremely expensive brand. One of the things that A&F attract people is the image that displays the personality of vivid, young but a great sense of mature. Many people might consider a brand that is for young population as premature, the massage that, however, convey from A&F is the sense of fashion and the high-class feeling. Furthermore, due to the affordable price, young adult Can have the ability to buy such a brand that provides the sense of fashion and distinguish themselves among others. * Competitive

Among the retail-clothing industry, there are various of brand that possess almost the same brand image as A&F, but the reason why A&F still can distinguish from those brand is because the unique brand equity that it stands. Therefore, although there are some attributes that similar with A&F, we still can scrutinize into those nuance and seek out some different between each others, and that’s...
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