saucony singapore- intergrated marketing communications strategy
DESCRIPTION
An integrated marketing communications strategy tailored for Saucony Singapore. How can we improve the sales and branding of this quality sport apparel in Singapore? They have been in Singapore for a few years but survey have shown weak brand presence of Saucony in Singapore. This is a project done by me and my group mates, Estee Wu, Yuan Xin, Gan Chong Zhi, Bryan, Tusha in 2013.TRANSCRIPT
FIND YOUR STRONG
Group 1Estee Wu, Esti Jenita, Gan Chong Zhi,
Tushar, Tan Yuan Xin, Yap Jia Wei1
2
Situation Analysis
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Adidas Asics Brooks Mizuno New Balance
Nike Saucony Others 0%
20%
40%
60%
80%
100%
Familiarity of brands
46%
Yes No0%
20%
40%
60%
80%
100%
18%
Purchased Saucony before?Have you heard of Saucony?
Never Do not know much
Well0%
20%
40%
60%
80%
100%
24%
59%
Yes No0%
20%
40%
60%
80%
100%
8%
Current owners of Saucony
Low brand awareness
Saucony is not popular among consumers
3
Situation Analysis
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
4
Situation Analysis
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
5
Competitor Analysis
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 90%40%
50%
60%
70%
80%
90%
100%
Asics
Mizuno
Nike
Adidas
Brooks
New Balance
Saucony
Quality
Price
Adidas Asics
Saucony
Mizuno
Nike
New BalanceBrooks
Perceptual Map Top 3 Preferred Brands
6
Situation Analysis
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
What’s the
Problem?
7
Target Audience
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
16 to 40-year olds
Leisure runners who run on a regular basis to keep fit
Pay attention to the aesthetics and function of their shoes
8
Objectives
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
To increase Saucony’s brand awareness from 17% now to
30% by the end of 2014
To increase Saucony users
from 8% currently to 15%
by the end of 2015
9Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Message Strategy
Overall Message Strategy
The Running
Specialists
Volleyball, Tennis
Fashion
Leverage on Saucony’s focus
in RUNNING
10Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Message Strategy
IMC Message Strategy
Global Campaign: Prevent dilution and confusion
IMC events different from global events
Aim 1: Connect with consumers personally
“Find your individual strong”
Aim 2: Reinforce Saucony’s strength in performance, durability, versatility
“Your reliable partner towards your goals”
11
Media Strategy
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Video
Digital
Social Media
In-store/ Physical
12
Media Strategy
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Media Class/Vehicle Reach*(During 9mth IMC)
Frequency(No. of Ad Insertions)
Gross Rating Points (GRP)
PrintSHAPE magazine 52,000 10 520,000Men’s Health 92,000 10 920,000Runner’s World 14,000 10 140,000Mind Your Body 1,346,000 4 5,384,000VideoYoutube- Generic 100,000 3 300,000Promo- Youtube Challenge 60,000 1 60,000Promo- Zombie Run 60,000 1 60,000Promo- School Challenge 60,000 1 60,000DigitalSaucony.com.sg 1,000,000 2 2,000,000Sgrunners.com 60,000 2 120,000Runnersworld.com.sg 200,000 2 400,000Runsociety.com.sg 40,000 2 80,000Social MediaFacebook 275,772** 50 13,788,600Twitter 256,120*** 50 12,806,000In-Store/ PhysicalRoyal Sporting House 180,000 20 3,600,000School Running Bazaars Publicity (POP Brochures)
1,000,000 1 1,000,000
13
Promotional Activities
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
14
Saucony Zombie Run
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
15
Objectives
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
• Increase brand awareness
• Improve brand recall
• Strengthen the brand image of Saucony being the “running shoe specialist”
• In line with “Find your Strong”
• The target audience will be runners aged 15-40 who are looking for something interesting as well as challenging
• Appeals to Symbolic and Experiential need of Consumers
• Unique and fun idea, therefore appealing to the masses
16
Race Information
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
• Runners• 3 tags that represent health• Overcome various obstacles while avoiding
zombies• Can still complete the race without the tags
• Zombies• Chaser or Slow Zombie• Aim is to take the tags and dress up
• Various categories of Winners• Fastest runner, Most kills, Best Make-up etc
• Set off in Waves
17
Pricing Strategies
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
• Promotional pull pricing strategy
• Encouraging them to spread by word of mouth and peer-pressure.
• Runners tend to go for runs together, especially for themed runs. This would therefore allow us to reach a greater number of people.
• Targeted audience : 3000 people
Participant : 50 Dollars
Zombie : 35 Dollars
Early-Bird Discount :
Participant : 35 Dollars
Zombie : 25 Dollars
Group Discount :
Groups of at least 5: 10% off.
Groups of at least 10: 15% off.
18
Promotion
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
• Promotional video Build up hype and awareness Humour is used
• Social Media Facebook, Twitter, Youtube 8,000 likes and 2,000 people talking about this
• POP Advertisements RSH Shelf-Talkers and banners
• Sponsored Shirts, Goodie Bags and Prizes
• Saucony Booths
19
Storyboard
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Scene 1: Zombie Apocalypse strikes the city. People panic and start rushing out trying to find safe places to hide.
Scene 2: People wear various shoes in a bid to run away from the Zombies
Scene 3: Everyone starts running away from Zombies in a bid to make it to a safe place!
Scene 4: Various runners get caught by the Zombies
20
Storyboard
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Scene 5: The Saucony runner, decked in Saucony apparel and shoes, is managing to outrun and outmanoeuvre the zombies
Scene 6: He/She barely manages to make it to a safe house, at the cost of the running shoes which drops as he/she kicks away at the grabbing zombies.
Scene 7: The Tagline appears, “Only the Strong Survive”
Scene 8: A slow clumsy zombie stumbles upon the Saucony shoes and puts it on. It suddenly starts sprinting after others. Screen fades to black
21
Youtube Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Objective:• Raise brand awareness• Increase market penetration
So… You don’t have to be a Saucony user to take part!
Target audience• Tech Savvy runners (15-40)
22
Youtube Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
50% 50%
• Novelty• Inspirational Quality• Technical Quality• Theme Congruency
+
23
Youtube Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
TOP PRIZE
• Intrinsic motivation: Marathon de Paris, France
• Extrinsic motivation:$1000 cash, $1000 vouchers
24
Youtube Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
3)Youtube & Facebook
• Promotional videos• Viral marketing• Spillover for Saucony
Fbk/Youtube page
1) Advertisements on websites
2) Approach bloggers• Incentives: Saucony shoes & vouchers
Publicity
25
School Sponsorships
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
SchoolChallenge
Budgeting Evaluation
Chosen School teams• Sponsor Track shoes for division winners• $50-$100 Saucony vouchers• Sponsored apparel for the team
26
School Sponsorships
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
SchoolChallenge
Budgeting Evaluation
75% stated WOM as source of info
27
School Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
• Wide Outreach
• Raises Saucony’s brand profile
• Cultivate a brand following among students
• Strengthen Saucony’s position as the definitive running shoe brand
28
School Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
SchoolChallenge
Budgeting Evaluation
All Tertiary Students (~ 200,000 )
>5000 KM
29
School Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
• Students have to download the Saucony App which records the distance covered during the run.
• Challenge schools to see who can reach target of 500km first
Tier 1: 15 % discount for 10km (Individual)
Tier 2: 25% discount if school reaches target
Tier 3: 50% discount for the first school to reach target
30
School Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Promotions
• In-app promotions
• Runners Clinic Talks conducted by professionals Free diagnosis Demonstrations
31
Media Plan
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
32
Budgeting – Zombie Run
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Media Vehicle Description Source of estimation Cost Per Unit ($)
Qty Total ($)
POP materials Shelf talkers, Banners www.tradekey.com - 5000m $500
Promotional video Development - - - $400
Advertising - - - $500
Cost of location and after party
Cost of renting place, goodie bag distribution
Various websites - - $15000
Cost of obstacles Obstacles in the running course
- - - $1000
Search Engine Marketing
Google Ad Words SEM based
Google adwords – traffic estimator
$1000 - $1000
Cost of medals Medals to winners http://www.ander.com.sg/
$0.5 3500 $1750
Printing A4 Printing Accea.sg 0.30 1000 $300
TOTAL $20,450
33
Budgeting – YouTube Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Media Vehicle/ Prizes Awarded
Description Source of estimation Cost Per Unit ($)
Qty Total ($)
Cash Prizes Prize to winner - - 1 1000
Saucony Vouchers Prize to winner - - 1 1000
Trip to Paris Marathon
Prize to winner Various websites - 1 4000
Social Media Facebook, Twitter - - - -
Search Engine Marketing
Google Ad Words SEM based
Google adwords – traffic estimator
1000 - 1000
Advertising on blogs and websites
Advertising the YouTube Challenge on running blogs and fitness websites
- - - 1500
TOTAL 8,500
34
Budgeting – School Challenge
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Media Vehicle Description Source of estimation Cost Per Unit ($) Qty Total ($)
App Development, Content Creation and Hosting
www.bluecloudsolutions.com
4000+100 - 4100
Charity Charity pledged - - - 10,000Discount Discount vouchers - 200,000
Website Development & Content Creation
www.webpagefx.com 4000 - 4000
Domain registration http://www.domain.com/domains/
30 1 30
Hosting http://www.domain.com/domains/
$8 / month 9 72
Search Engine Marketing Google Ad Words SEM based
Google adwords – traffic estimator
1000 - 1000
Printing A4 Printing for flyers Accea.sg 0.30 1000 300
Newspaper articles Partnership with Straits Times
Information-based, unpaid
- - -
Blog Opinion Articles Partnership with bloggers - - -
School Sponsorship Giving out shoes and discount vouchers to opinion leaders
3 runners in each school 15 schools
8000
TOTAL 219,132
35
Budgeting – Sales Projections
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
NPV – 6,699,650
36
Evaluation
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
37
Evaluation
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Running Specialists
Increase in brand awareness
Increase Saucony users
38
Evaluation
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
39
Evaluation
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
NPV – 6,699,650
40
41
Appendix- Survey Findings
42
Appendix- Survey Findings
43
Budgeting – Sales Projections
Situation Analysis
Message & Media
Zombie Run
YoutubeChallenge
School Challenge
Budgeting Evaluation
Year 0 1 2 3 4 5
Cash Flow (248,082) 1,699,200 1,716,192 1,733,354 1,750,687 1,768,194
Discount Factor - 0.928 0.861 0.798 0.740 0.687
S$ - 1,576,252 1,476,823 1,383,665 1,296,384 1,214,608
NPV 6,699,650