Calvin Klein IMC Plan

Topics: Advertising, Marketing, Brand Pages: 28 (6657 words) Published: April 25, 2014

Integrated Marketing Communications
Group Project

FirstSurnameStudent NumberEmail
CharlieMarriott1103 2885Charlie_marriott15@hotmail.com
Robert Marsh1101 2895Rwmarsh91@gmail.com
Rhys Gleecher1126 8796rgleecher@gmail.com
Sarah Raleigh1126 5941Sare9393@hotmail.com
Will Hipsley1101 2857whipsley@hotmail.com
KeeganRezek1085 5791keegan.rezek@gmail.com



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 Evaluation19
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 assisted in generating business profitability, and fostering brand awareness and exposure. However, through gap analysis exploratory research, we have identified the men’s premium swimwear market as a potential market segment to penetrate. The proposal consists of developing a line of exclusive or limited edition men’s CK swimwear, made from the latest lycra fabric technology fostering increased support and comfort for consumers.

The purpose of the following report is to outline a strategic integrated marketing communications plan considering the following elements; competitor & situational analysis, identification of target audience, defining campaign objectives, formulation of creative and communications strategy and evaluation of the campaign.

Typically associated with a minimalistic (black and white) and controversial style of advertisement, our campaign seeks to maintain this specific brand image, whilst building brand equity. The ultimate objectives of the campaign include; increasing sales and profitability, generating exposure and awareness with potential customers and re-enforcing brand image and further building brand equity. These objectives may be achieved through developing creative and innovative marketing strategies and campaign, attracting the new target segment by diversifying into the swimwear market. The launch of the limited edition of swimwear is strategically timed to take place parallel with the beginning of summer 2013, thereby seeking to capture the large market demand for mens swimwear.

Introduction
Product Description
The Limited Edition CK men’s swimwear range is to consist of several difference styles of swimwear trunks, made from the latest fabric and fiber technology therefore fostering increased comfort and support for consumers. The concept of a limited edition range, reinforces the exclusivity of the CK brand. In developing an exclusive range, consumer demand typically increases as it is considered as an special...


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,
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