Rip Curl Marketing Strategy
1.0 Introduction
Rip Curl, one of the world’s largest surf-wear companies which designed to meet the needs of the young and vibrant men and women who commonly enjoy surfing and seek for premium products. The purpose of this report is to create an Integrated Marketing Communications plan based on the situational analysis and research about the company Rip Curl. The IMC objective for this plan is to increase Rip Curl’s brand awareness by 10% among the target group of people aged 18 to 34 via learning about Rip Curl’s products through public relations, advertising and personal selling, starting from 1 January 2014 till 31December 2014. The reason being to focus on this IMC objective is because of the current fierce competition in the surf wear …show more content…
The time period involved will be during March, April, May, June, July, August and September 2014. The team will be putting 2 spots of advertisement in each month in the mentioned television program. This is because those months are most suitable seasons for surfing in Australia (Swaylock n.d.). At night will be a good time for theadvertisement placement because the target group will tend to watch television before heading to bed. Television advertising can help to increase brand awareness by reaching majority of our target market (Clow & Baack …show more content…
Baker, R 2012, Brands must advertising to promote good causes, Marketing Week, viewed 27 September 2013, <http://www.marketingweek.co.uk/brands-must-use-advertising-to-promote-good-causes/3020237.article>.
Bennett, P 2013, Social media 2013: User demographics for Facebook, Twitter, Pinterest and Instagram, the Australian,viewed 20 September 2013, <http://www.mediabistro.com/alltwitter/social-media-user-demographics_b38095>.
Clow, KE & Baack, D 2012, Integrated Advertising, Promotion and Marketing Communication, 5th edn, Essex, Pearson Education, Ohio.
Erevelles, S & Fukawa N 2013, ‘The role of affect in personal selling and sales management’, Journal of Personal Selling & Sales Management, vol. 1, no. 1, pp. 7-24.
Gabbott, M & Gillian, H 2013, ‘Purchasing Public Relations: the case of the Public Relations industry in Scotland’, Journal of Marketing Management, vol. 12, no. 5, pp. 437-453.
IBISWorld 2012, Rip Curl Group Pty Ltd – Premium Company Report Australia, IBISWorld viewed 24 September 2013,
Rip Curl, one of the world’s largest surf-wear companies which designed to meet the needs of the young and vibrant men and women who commonly enjoy surfing and seek for premium products. The purpose of this report is to create an Integrated Marketing Communications plan based on the situational analysis and research about the company Rip Curl. The IMC objective for this plan is to increase Rip Curl’s brand awareness by 10% among the target group of people aged 18 to 34 via learning about Rip Curl’s products through public relations, advertising and personal selling, starting from 1 January 2014 till 31December 2014. The reason being to focus on this IMC objective is because of the current fierce competition in the surf wear …show more content…
The time period involved will be during March, April, May, June, July, August and September 2014. The team will be putting 2 spots of advertisement in each month in the mentioned television program. This is because those months are most suitable seasons for surfing in Australia (Swaylock n.d.). At night will be a good time for theadvertisement placement because the target group will tend to watch television before heading to bed. Television advertising can help to increase brand awareness by reaching majority of our target market (Clow & Baack …show more content…
Baker, R 2012, Brands must advertising to promote good causes, Marketing Week, viewed 27 September 2013, <http://www.marketingweek.co.uk/brands-must-use-advertising-to-promote-good-causes/3020237.article>.
Bennett, P 2013, Social media 2013: User demographics for Facebook, Twitter, Pinterest and Instagram, the Australian,viewed 20 September 2013, <http://www.mediabistro.com/alltwitter/social-media-user-demographics_b38095>.
Clow, KE & Baack, D 2012, Integrated Advertising, Promotion and Marketing Communication, 5th edn, Essex, Pearson Education, Ohio.
Erevelles, S & Fukawa N 2013, ‘The role of affect in personal selling and sales management’, Journal of Personal Selling & Sales Management, vol. 1, no. 1, pp. 7-24.
Gabbott, M & Gillian, H 2013, ‘Purchasing Public Relations: the case of the Public Relations industry in Scotland’, Journal of Marketing Management, vol. 12, no. 5, pp. 437-453.
IBISWorld 2012, Rip Curl Group Pty Ltd – Premium Company Report Australia, IBISWorld viewed 24 September 2013,