Promotion Integrated Marketing and Communication Assignment

Assignment Task

The presentation should include innovative and creative materials to support development of visual media skills and design layout (could incorporate video, web and audio appropriate to the project).

Aim Of the study

You have to adopt the position of a communication consultant who has been commissioned by a customer to produce some concrete and pragmatic recommendations that you will be able to justify to your customer through an in-depth analysis of her brand.

Research

Primary and Secondary research methodologies must be used. It is expected that students will take extensive forms of research such as reading from a wide range of academic and industry sources, to develop their understanding of the contemporary shoe market and of the innovative communication tools and strategies.

THE COMPANY KONTOOR

Kontoor is a global leader in denim with Iconic brands steeped in deep heritage and authenticity. Through innovation, design, and sustainable performance, they grow their iconic brands to excite more and more consumers.

THE BRAND WRANGLER

With origins going back to 1904 in Greensboro, North Carolina, Wrangler was born in 1947 with products created for the rigorous demands of cowboys and ranch hands. When denim was adopted as the uniform of the growing youth movement in the 1950s, Wrangler became synonymous with a teenage attitude.

EXECUTIVE SUMMARY

An executive summary is very important as some readers with short time may only read this part. Write it last. It should include a summary of the outcomes of your in-depth analysis as well as evoke the recommendations done. It is also necessary to briefly refer to the research methodology (primary and secondary research) used to conduct your study.

COMMUNICATION STRATEGY CAMPAIGN

According to the conclusion from your Brand’s communication analysis, suggest pragmatic recommendations to support you, as you develop a comprehensive brand awareness campaign and implementation plan to attract new-to-brand Gen Z customers while staying authentic to the brand heritage and showcasing what Wrangler

Consider the following consumer journeys:

• Digital: Set up and optimize the online customer journey.
• Offline: Integrate the online plan with offline communication to create a cohesive experience for the customer.

Consider a pop-up retail space which is going to take place in September/October during the Parisian Fashion Week (PFW) (duration must be defined). An appropriate location will have to be chosen and this choice will have to be justified.

Set up recommendations for the brand to develop cohesive message between all touch points and the consumer and improve their awareness campaign communication efficiency.

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