Calvin Klein IMC Plan Essay

6659 Words Apr 19th, 2014 27 Pages
Integrated Marketing Communications
Group Project

First Surname Student Number Email
Charlie Marriott 1103 2885
Robert Marsh 1101 2895
Rhys Gleecher 1126 8796
Sarah Raleigh 1126 5941
Will Hipsley 1101 2857
Keegan Rezek 1085 5791

Table of Contents Page Number
Executive Summary 3
• Product Description
• Management Responsibility
• Geographic Location & Length of the Campaign

Situational Analysis
• Current Market Position
• Company Analysis
• Competitive Analysis
• Opportunity
…show more content…
How our Product is different
• Incorporates the latest fabric (nylon) technology for swimwear; to foster increased comfort and support for consumers. Competitor brands such as AussieBum are already using this latest technology, therefore in manufacturing with this fabric CK is keeping up with industry innovations and developments.
• CK has not yet diversified into the swimwear market in Australia, venture will capture the market demand for quality premium swimwear
• CK will employ the latest print designs and patterns with assistance from fashion industry experts that will assist in distinguishing our product from our competitors.
• Prestige associated with purchasing the CK swimwear, in the fact it CK is predominantly a American brand therefore consumers may be more inclined to purchase based on this prestige and exclusivity factor

Management Responsibility
The creation and development of this product requires a subdivision or team to be established at CK Australia to monitor the establishment, development and execution of the manufacturing, delivery and marketing elements associated with the swimwear range. These individuals must be accustomed and familiar with the CK brand, ensuring the core messages and themes remain constant throughout the marketing campaign and remain aligned with the CK brand image. Geographic

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