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Week 12 IMC Plan

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9 views9 pages

Week 12 IMC Plan

Uploaded by

deep.harsh2417
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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IMC Plan (Document) for new shoes

Group members:
Jaismeen Kaur 202203858
Harshdeep Harry Sharma 202203477
Himanshu 202106953
Manpreet Kaur 202202324
Prabhjot Singh 202205407
Navpreet Singh Virk 202202972
Executive Summary
This integrated marketing plan outlines the strategy for launching a new line of foot-fitting
shoes from a well-established shoe company, traditionally popular with older generations.
The goal is to rebrand and attract younger consumer segments, primarily focusing on
individuals aged 18-35. By leveraging the company’s history of quality craftsmanship and
comfort, we will introduce a fresh, innovative product line that meets the needs of
younger, fashion-conscious consumers. The plan includes a competitive analysis,
marketing strategies, financial projections, and the identification of target market
segments.
Situation Analysis
Company Overview
The company, founded decades ago, has a long-standing
reputation for producing high-quality, comfortable footwear.
However, over the years, it has become predominantly associated
with older demographics (aged 50+). The company is now
seeking to reposition itself in the marketplace and attract a
younger customer base without alienating its core older
customers.

Current Market Environment


•Trends: Increasing demand for comfortable, stylish footwear
among younger generations, especially with the rise of wellness
and active lifestyles.
•Consumer Preferences: Younger consumers seek shoes that
combine comfort with fashion and sustainability.
•Economic Factors: Economic uncertainty and rising prices of
raw materials may affect production costs, but there is still a large
consumer base willing to invest in quality, long-lasting products.
Competitive Analysis
Direct Competitors
•Nike: Known for athletic and lifestyle shoes, Nike
combines cutting-edge technology with fashion-forward
designs. Strong brand loyalty among younger
demographics.
•Adidas: Similar to Nike, Adidas focuses on performance
footwear and lifestyle sneakers, with an emphasis on
sustainability and eco-friendly materials.
•Allbirds: A newer entrant, Allbirds has gained popularity
with younger consumers for its comfortable, sustainable
shoes. This brand emphasizes environmental consciousness
and comfort.

Indirect Competitors
•Clarks: Offers comfort-driven shoes but tends to focus
more on the middle-aged to senior demographic. Clarks'
younger product lines like “Unstructured” are now
competing with a broader age range.
•Skechers: Known for comfort-oriented footwear, Skechers
has expanded its range to include trendy designs targeting
younger audiences, especially in casual footwear.
Target Market Segmentation
Primary Target Market:
•Demographic:
• Age: 18-35 years
• Income Level: Middle to upper-middle class (annual income $40,000+)
• Occupation: Students, young professionals, working adults
• Geography: Primarily urban and suburban areas in North America, with
potential for global expansion.
•Psychographics:
• Health-conscious and active lifestyle (runners, gym-goers, urban explorers)
• Concerned about sustainability and ethical production processes
• Interested in fashion and current trends
• Value comfort without compromising on style

Secondary Target Market:


•Demographic:
• Age: 36-50 years
• Income Level: Upper-middle class
• Occupation: Professionals, parents
• Geography: Urban and suburban areas
•Psychographics:
• Seek quality, durable shoes that balance style and practicality
• Prefer brand names with history and credibility
• Interested in shoes for work, travel, and leisure
Marketing Goals &
Objectives
Short-Term Goals (0-12 months)
•Achieve a 10% market share in the young adult footwear
market within the first year of launch.
•Build a strong social media presence with 500,000 social
media followers across key platforms (Instagram, TikTok,
YouTube).
•Generate $2 million in revenue from the new product line by
the end of the first year.

Long-Term Goals (1-3 years)


•Expand market share to 15% among the younger consumer
segment.
•Position the brand as a leader in combining comfort,
innovation, and style.
•Establish a global footprint, with the expansion into key
international markets (Europe, Asia).
Marketing Strategies
Product Strategy
•Foot-Fitting Technology: The new shoes will feature a proprietary foot-fitting technology that adapts to
the shape of the wearer’s feet, providing optimal comfort.
•Sustainable Materials: We will use eco-friendly materials, such as recycled plastics and organic fabrics,
to appeal to the sustainability-focused younger consumer.
•Variety: The product line will include various styles (sneakers, casual loafers, boots) in a range of colors
and sizes, designed to appeal to both fashion-conscious and function-driven individuals.

Pricing Strategy
•Penetration Pricing: Initial pricing will be set competitively to attract the younger demographic,
offering an introductory price of $89-$129, depending on style.
•Premium Options: A higher-end, eco-friendly line will be priced between $150-$250, appealing to
consumers willing to pay more for sustainable products.

Distribution Strategy
•Direct-to-Consumer (DTC): Launch through an online store with targeted ads and influencer
partnerships to drive traffic.
•Retail Partnerships: Collaborate with major retail chains (e.g., Nordstrom, Urban Outfitters) to place
the product in physical stores.
•Pop-up Stores & Events: Create a buzz by organizing pop-up shops in key cities with interactive
experiences and discounts.
Conclusion
This integrated marketing plan sets a clear pathway for the successful launch of the
new foot-fitting shoe line. By focusing on product innovation, strategic pricing, and
targeted promotional campaigns, we are confident that we can reposition the brand to
attract younger consumers while maintaining the loyalty of older generations. Through
careful segmentation, competitive analysis, and financial forecasting, this plan aims to
deliver significant growth and long-term success for the company.
THANK YOU !

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