COMMUNICATIONS STRATEGY Lucy Cottrell Dan Fairhurst James Peck

CONTENT Communications Aims Creative Brief Brand Positioning Research, Qualitative and Quantitative Competitor Analysis Market Analysis

UK FOOTWEAR MARKET

CLARKS

CLARKS

SWOT Strengths Brand longevity Loyal customers Market leader in UK Well known for great quality products

SWOT Weaknesses Brand perceived as boring Alienated future target audience Customers unaware of iconic 'desert boot'

SWOT Opportunities Use brand loyalty to advantage Expansion overseas China population of 1 billion+

SWOT Threats Competitor expansion overseas Economic threats Global expansion failure

UK COMPETITORS Russell & Bromley Niche premium brand Focusing on growth of e-commerce Sales risen by 25% between 2007 and 2011

GERMAN MARKET Growth in casual footwear to 52% of the market Skepticism in the market

GERMAN COMPETITORS Geox Patented Geox breathes system

CHINESE MARKET

CHINESE COMPETITORS ECCO

Between dependent and pre-family categories Suceeder or reformer categories TARGET AUDIENCE SEGMENTATION

Young Professionals Aged 18 – 30 Stylish & Sophisticated Aware of fashion trends TARGET AUDIENCE SEGMENTATION

PRIMARY RESEARCH Online Questionnaires In-depth Interviews Focus Groups 1 2 3

QUANTITATIVE RESULTS Issues with brand image Consumers often put style before comfort

QUANTITATIVE RESULTS

BRAND POSITIONING This brand key identifies what the brand does for consumers, showing the development to a brand essence, which forms the vital element to be used in an advertising campaign.

TARGET MARKET Individuals that want comfortable and stylish shoes Aged Cares about the durability of their shoes

INSIGHT I want shoes that express my personality and therefore must be stylish whilst also maintaining comfort and durability

Clarks shoes last a lifetime Keep my feet comfortable Comfort without compromise BRAND BENEFITS

Strong and proud history Quality assured REASONS TO BELIEVE

DISCRIMINATOR Clarks will provide me with a sophisticated style of shoe that wont break or become uncomfortable under the stresses of every day wear

A lifetime of sophistication BRAND ESSENCE

PERCEPTUAL MAPS

UK OBJECTIVES Aim o Infiltrate the young professional demographic o Maintain the current consumer base o Change consumer perception of Clarks, specifically, psychologically influencing the consumer that Clarks do sell stylish shoes, shoes that also prioritize comfort.

Objectives o Increase UK sales of footwear to year olds by 5-10% by o Increase online traffic by 20% within 2 years o Maintain leadership of UK shoe market. UK OBJECTIVES

Tactics o Web-based interactions with young professionals using social media sites such as Facebook and Twitter. o Outdoor promotions placed in areas of high young-professional foot-fall o Interactive media i.e. interactive posters placed in train stations for example. o Sales promotions i.e. ‘50% off next purchase’ to encourage repeat purchase. UK OBJECTIVES

GERMANY OBJECTIVES Aim o Germany: Increasing overall brand awareness and building positive brand perceptions Objectives o Increase advertising reach by 15% within 3 years o Increase awareness of Clarks by 20-30% in 3 years o Increase sales in the German footwear market by 5% by 2016 Tactics o Web based promotions, i.e. 'then and now' photos higlisghting longevity of Clarks footwear. o Outdooor advertising in places of high general footfall in order to increase reach.

CHINA OBJECTIVES Aim o China: Raise awareness of the Clarks brand. Objectives o Increase sales in the Chinese footwear market by 5% by 2016 o Increase advertising reach by 5 million impressions within 3 years o Increase awareness of Clarks by 5% in 3 years Tactics o Look books o Fashion shows in order to highlight the stylishness of the shoes o Ambient advertising

CAMPAIGN EVALUATION Aim o Increase UK sales of footwear to year olds by 5-10% by o Germany: Increasing overall brand awareness and building positive brand perceptions o China: Raise awareness of the Clarks brand. Evaluation o UK: the effectiveness of the media can be gauged by impromptu surveys which will question the salience of the advertising o China: also measured quantitatively by monitoring sales figures while still accounting for market growth. o Germany: measured quantitatively by monitoring the sales figures both online and instore

CREATIVE ELEMENT

BRAND ESSENCE & PROPOSITION