Integrated Marketing Communication (IMC) | Strategic Marketing

STRATEGIC MARKETING

Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Competitor Analysis..................................................................................................................3
3.0 Brand Analysis...........................................................................................................................3
4.0 Market Segment.........................................................................................................................4
5.0 Target Market............................................................................................................................4
5.1 Life-style................................................................................................................................4
5.2 Influence of Social Culture....................................................................................................5
6.0 SWOT Analysis.........................................................................................................................5
7.0 Marketing Communication Strategy..........................................................................................6
7.1 Digital Marketing...................................................................................................................6
7.2 Advertising............................................................................................................................6
7.3 Personal Selling.....................................................................................................................6
7.4 Direct Marketing....................................................................................................................7
7.5 Mobile Marketing..................................................................................................................7
7.6 Sales Promotions...................................................................................................................7
8.0 Monitoring of Marketing Strategy.............................................................................................7
9.0 Conclusion.................................................................................................................................7
References........................................................................................................................................8
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1.0 Introduction
The concept of integrated marketing communication (IMC) plan may be conceived to be one of
the most success critical aspects in the study of marketing. The instant paper deals with the
analysis of IMC plan of Patagonia, an US based apparel company.
2.0 Competitor Analysis
Patagonia is one of the topmost founders of the outdoor gear, whose base is in California and
maintains 100% organic material and cotton in its outerwear, underwear, shirts, and pants. While
introducing their products in the South Africa market, the competitors of Patagonia are like as
below:
 The Northface Apparel Corp is specializing in high-tech designing and distributing
outdoor gears and apparels. The products they include are tents, jackets, backpacks and
sleeping bags. There are many retail stored and online facilities of Northface in South
Africa that covers a high volume of customers (Batraga et al. 2019).
 Columbia Sportswear is another competitor of Patagonia that sold several gears to
mountain climbers and winter outdoor fanatics. Columbia Sportswear uses to divide its
end users into six groups such as winter, trails, water, golf, fishing/hunting, and travel
(Ahmad & Salleh, 2019). Regarding the various types of product lines, Columbia
Sportswear can give a great competition to Patagonia.
3.0 Brand Analysis
Brand awareness is very high in Patagonia to operate in the South African market as it has a
large network of international operations. Brand association of Patagonia is directly linked with
the products category and the brand name (Manoli & Hodgkinson 2019). Its product portfolio is
high with different outdoor items made of pure cotton for different weather conditions. In the
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