victory brand

WOMEN'S ATHLETIC APPAREL

Designed and developed by: Callister Jones

Vanessa Garley

ADVERTISING PLAN

Click icon to add picture

OVERVIEW OF PRODUCT: WOMEN’S SPORTSWEAR Categories Hoodies and sweats Tops

-Shirts-T shirts-Tanks

Bottoms -Pants-Shorts -Leggings/Tights

MARKETING AND ADVERTISING OBJECTIVES Increase in Market Share (going from 2%

to 15% market share) A competitive position (Making the

Victory Brand an alternative/substitute of choice)

Desired customer action (such as visiting the store and making purchases)

MARKETING MIX DECISION Product-Women’s Sportswear

-segmentation of product usage (product usage is for women’s sportswear)

-Product position-is the perception in the consumers mind of the nature of the company and its products relative to its competitors.

(refer to page 96 Approaches to positioning) Price- Place- East Coast Headquarters in Washington DC and

West Coast Headquarters in Salt Lake city Utah (List of 20 locations)

http://www.forbes.com/pictures/eigl45hfh/20-baltimore-md/

Promotion-social media, print advertisement, information, web design, Public relations

CREATIVE PLAN


KEY BENEFIT STATEMENT Fun, flirty sportswear that is cute and functional with

unique materials.

Benefit Segmentation which appears in the fitness market

Regular exercisers belong in 1 of the 3 benefit segments

1st group “winners” do whatever it takes to stay physically fit. (segment tends to be younger, upwardly mobile, and career oriented)

2nd group “dieters” exercise to maintain their weight and enhance physical appearance (group tends to be females over age 35)

3rd group “self-improvers” exercise to feel better and to control medical costs)

CREATIVE STRATEGY AND DECISION OF EACH AD Objectives:

-increase brand awareness -Building brand image -increase customer traffic -Providing information about the product

Target audience-Women ages 18-35 who live athletic, health lifestyles and have hobbies in yoga, and exercising.

Message theme -Cognitive strategies- awareness. knowledge -Affective strategies- linking, preference, conviction -Conative strategies- Purchase

Support- list unique materials/substantiate claim, and list claims from advocates of the brand/reviews

Constraints-legal and mandatory restrictions placed on advertisements

ADS-Image-Theme

-Tone-Style

-Appeal Technique

AD 1From Work to Working

Out#FW2WO

-Image: -Theme: Versatile sport ware that you can wear to work to

working out-Tone: Comfort and peace

-Style

-Appeal Technique

Victory

AD 2PRETTY IN

PURPLE

Image: -Theme: Feeling & looking Pretty

while working out -Tone: Comfort and pretty/sexy

sport ware -Style: work out

-Appeal Technique

AD 3SHIRT BAG

Image: -Theme: Feeling & looking Pretty

while working out -Tone: Comfort and pretty/sexy

sport ware -Style: work out

-Appeal Technique

OTHER EXAMPLES OF THE BRAND:

MEDIA PLAN


MEDIA STRATEGY Target Market Matching Strategy ( matching the

target market will be determined by the Geographic's of the nations healthiest cities. In placing the stores in these areas women living healthy lifestyles will be drawn to the stores.)

Reach/ Frequency/ Continuity Timing (Primary media selection timing will be in

January (new years resolutions), May (Summer), August (back to school).

Geographic Coverage (stores are selected to be equally divided amongst the east and west coast of the United States.)

Media Selection Rationale (why customers selected/ why they didn’t)

MEDIA EXECUTION Media Budget Allocation

Media schedule/Blocking chart

OTHER PROMOTIONAL ACTIVITIES


OTHER PROMOTIONAL ACTIVITIES Public Relations Event Marketing/Sponsorship Sales Promotion

victory brand

Documents