Marketing

Content | Page |

Table of Content | 1 |

Executive Summary | 2 |

Introduction | 3 |

New product | 4 |

Competitor Analysis | 4 - 5 |

Creativity Strategy & Market Segment | 5 |

Situational Analysis | 6 -8 |

Integrated Marketing Mix Objectives | 9 - 10 |

Media Choice | 11 - 12 |

Advertising | 13 - 14 |

Target Audience | 14 |

Scheduling & Costing | 15 - 16 |

Reference | 17 |

Executive summary

This assignment is a discussion about a new launch product by a chosen company which is Converse.

In this assignment, there will be background of the chosen company, the internal and external analysis, market segments, integrated marketing communication plan on new launch product and also the allocation of 1million through the integrated marketing communication

Converse

Converse was found in Malden, Massachusetts by Marquis Mills Converse in the year 1908, where he decided to start a rubber shoe company. The company at first was a rubber shoe manufacturer, providing winterized rubber soled footwear for all gender at all age. The main idea of Mr Converse is to prevent most companies from doing business directly with their retailers. The idea work but more importantly, it survived.

The company then decided to introduce their very first version of All-Star basketball shoe in year 1917. At first, the sales were slow until Chuck Taylor joined the company Converse. Charles H. Taylor was a basketball player for Akron Firestones. He likes the All-Star shoe and believes that it is potential for the sports basketball; therefore, he joined the Converse sales force and later became the player and coach for Converse All-Star. Together with Taylor, Converse travels all across United States advertising their brand. It successes and in 1932, his name Chuck Taylor was added to the ankle patch. This is how Chuck Taylor All-Star was born.

Today, Converse is highly popular among youngsters all around the world. Converse introduced many different...