14-08-2012, 02:28 PM
ADVERTISMENT CREATVITY
SWOT- mithi.docx (Size: 31.8 KB / Downloads: 26)
SWOT
STRENGTH
• Brand Image
• Reasonable quality at lower reasonable price
• Diversity with ranges in running, training, court,basketball, football and Outdoor
• Footwear for the entire family
• Financially Strong
• Conveniently accessible outlets in various parts of the country
• Targeting all income segments
• Provide training for managers and employees
• Nation wide network
• Converse has an oldest factories ever build than other. This makes a very lean organization.Converse is strong at research and development, as is evidenced by its evolving and innovativeproduct range. They then manufacture wherever they can produce high quality product at thelowest possible price. If prices rise, and products can be made more cheaply elsewhere (to the same or better specification), Converse will move production.
WEAKNESS
• No continuity of leadership
• In 2001, 5% decrease in net sales
• No proper planning regarding Advertisement
• The organization does have a diversified range of sports products. However, the income of the business is still heavily dependent upon its share of the footwear market. This may leave it vulnerable if for any reason its market share erodes.
• As it is emphasised on funky and trendy collection for the youth,the formal shoes did not do well in the market,the sales were low.
OPPOURTUNITY
• Product development offers Converse many opportunities. The brand is fiercely defended by itsowners wners whom truly believe that Converse is a fashion brand. However, like it or not, consumersthat wear Converse product do always buy it to get fit in fashion. Some would argue that inyouth culture especially, Converse is a sport brand.
• There is also the opportunity to develop products such as bag, and shirt . Such high value itemsdo tend to have associated with them, high profits.
• The business could also be developed internationally, building upon its strong global brandrecognition. There are many markets that have the disposable income to spend on high valuesports goods. For example, emerging markets such as China and India have a new richer generation of consumers.Threats.
• Coverse is exposed to the international nature of trade. It buys and sells in different currenciesand so costs and margins are not stable over long periods of time. Such an exposure could mean that Converse may be manufacturing and/or selling at a loss. This is an issue that faces all globalbrands.
• As discussed above in weaknesses, the retail sector is becoming price competitive. Thisultimately means that consumers are shopping around for a better deal. So if one store charges aprice for a pair of sports shoes, the consumer could go to the store along the street to compareprices for the exactly the same item, and buy the cheaper of the two. Such consumer pricesensitivity is a potential external threat to Converse.
CAMPAIGN OBJECTIVE
The objective of the our product is to sell good quality at a reasonable price,this benefits our targeted audience in a way that the level of affordability is high. Different status of people will be able to buy our product and can afford to be trendy. Another objective is to gain the consumer’s attention and reach potential customers in an appropriate environment at a proper time and to increase sales by a specific amount.
Our recent campaign was with the popular star genelia, for a beach volley ball campaign. The fans was excited in participating the event was a great success, many people came to know about our product with this event,the audience was aware of the features and different variant in flipflops, this increased our sales in the market and at the end of the day it benefitted the consumers as the main objective to make profit. We also have our own website and we update different variants to reach the targeted audience.
TARGET AUDIENCE
We are targeting on the age group of 13 -25 years for both boys and girls who makes fashion possible. The youth are the people who always wants to keep up with current trend,they want to make them look good,people who hangout often and spread the trend, there fore we have campaigns in shopping malls were we make our new trend aware to the youth immensely. Even working women are wearing our product not only for the style purpose but also emphasises on the comfort factor. We do campaigns effectively in order to reach our targeted audience immensely . we want our consumers to be aware of our product and help our product to stay in trend for long time. Since its a global company,we have launched our product in metro cities and made sure that they are aware of the benefits and advantages of our product to increase the sales in the market.
BRAND POSITIONING
MRJ ltd is collaborated with a French company. For one of the largest companies in the world, it has a remarkably demure online presence. We have been working with the UK corporate affairs team to develop a raft of brand assets that engage the world in how the business is changing, and where it's going next.
CREATIVE STRATEGY
The plan is to create a series of ad which is named “join in “ which has popular celebrities endorsing this brand and one of the popular celebrity avril lavigne has claimed that zap is her most favourite foot wear and she helps in promoting it in her concerts and music video
For example : one of our ad shows number of common people walking with five of our famous celebrities simultaneously calling in to” join in “ zap. These ads are telecasted in different modes of communication globally,but they are not telecasted in india its only through internet and banners.