Calvin Klein IMC Plan Essay

You are in the role of a researcher employed by a marketing magazine and have been asked to investigate a number of promotional activities that may form the basis of future articles in editions of the magazine.

Lululemon prides itself on the innovation of the functionality and style of its product line, such as using “moisture wicking” fabric that essentially transfers the moisture from the skin to the fabric, in order to allow it to evaporate quicker. Lululemon’s target market was initially women but expanded to target men and female youth.

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing. (11th ed.). New York, New

In the athletic apparel industry, as in any industry, it is key to stay in touch with the current trends in order to keep your products relevant. With Lululemon focused on such a niche activity it will be important that they explore other markets within the sports apparel industry in the future so as to stay relevant. We can see the company’s first steps in doing just this when they recently introduced their men’s apparel line. A summary of the athletic apparel industry’s external environment are listed in Exhibit 1.

David Jobber and Fiona Ellis-Chadwick (2013). Principles and practice of marketing. 7th edition. United Kingdom: McGraw-Hill Education.

Over the last few decades, American culture has been forever changed by the huge amount of advertisement the people are subjected to. Advertising has become such an integral part of society, many people will choose whether or not they want to buy a product based only on their familiarity with it rather than the product’s price or effectiveness. Do to that fact, companies must provide the very best and most convincing advertisements as possible. Those companies have, in fact, done

company has been in existence for a little over 15 years and has made huge strides in the textile,

The women's apparel market is highly competitive. With the launch of a new active-wear line from Harrington Collection's, more and more competitors will start to realise the potential value in in producing an active-wear line of their own. The active-wear market is growing so rapidly (expected to double turnover from 2007 to 2009), that eventually all of Harrington's competitors would likely be expected to launch a line of their own, relying on existing brand loyalty and high-scale advertising campaigns to capture market share and move units.

The North Face has a marketing strategy that enables the company to focus on the athlete, the potential of the athlete, and the athlete using The North Face gear for performance. In comparison, Patagonia focuses on the clothing in which they produce and sell, rather than the company's model. Patagonia places emphasis on fabric technology in their marketing efforts and mainly depicts the clothing on company websites and catalogs. Therefore, this is an area in which both Patagonia and The North Face can improve in order to increase product communication towards target consumers. Both Patagonia and The North Face have exceptional product technologies, which they can use to market their brand and inspire consumers to explore the possibilities of their products. However, The North Face invests

One of our concerns regarding the expansion of MMDC’s clothing line is the company’s inexperience within the clothing industry. NHDC will have to compete outside its current niche of dolls and accessories. The fickle nature of children’s fashion trends requires that the management keep up with current market trends, in order to maintain its premium pricing.

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2012). Principles of Marketing. Frenchs Forest: Pearson Australia.

The company motto is “Live the Dream” and they aim to fulfil their customers need and desire for comfortable clothes and equipment for travel and adventure sport. Kathmandu has described quality and performance as the key to their new design initiatives and they invest substantial resources that focuses on design, quality, technical development, merchandising and supplier management functions. They develop products that are

Armstrong, G. Brown, L. Burton, S. Deans, K., & Kotler, P. (2010). Marketing (pp. 4-40). New South Wales: Pearson

Like most business plans, the intergerated marketing communications plan begins with an over view of the activity. This is particularly important for intergrated planning as the priorities in the planning process must be identified as should the key tasks across the programme. This is

The aim of this literary review is to look over the knowledge and ideas that have been established on the topic of what makes advertising effective, and to discuss their strengths and weaknesses, using a critical approach of it.