Marketing Communication & Branding for Lacoste Sneakers

This presentation covers the marketing communication and branding strategies for Lacoste sneakers. It includes the brand history, values, vision, purpose of promotional campaign, consumer profile, advertising mood board, communication methods, 4P's of marketing mix, delivering campaign, and measuring success. The target audience for this product is boys aged 8-13 years. The marketing campaign channels include billboards, YouTube videos, and social media pages like Instagram. The success of the campaign can be measured using ROI and website traffic.

MARKETING COMMUNICATION &
BRANDING

TABLE OF CONTENT
 INTRODUCTION
 TASK
 1- Introducing The Brand, The Product And The Title Of Campaign.
 2- Brand History, it’s Values and Brand Vision
 3- Purpose of promotional campaign
 4- Consumer profile mood board and description of target audience
 5- Advertising Mood Board
 6- Communication methods
 7- Using the 4P’s (the marketing mix for marketing campaign)
 8- Delivering campaign
 9- Summarizing outcomes and measure success
 CONCLUSION
 REFERENCES

INTRODUCTION
 Marketing communication are the messages and media which the marketers use for the communication purpose of target market.
 Branding is the process which is considered to be effective in giving an image to the organization which helps in the creation of
brand in consumers minds.
 In this project the chosen case study is about Lacoste which is French company which has been founded in 1933, Main products of
this organization revolves around the sports as it was founded by Andre Gillier a famous tennis player. In this project the brand
vision and values has been explained.
 It is able to identify the purpose of the promotional campaign. In this project the communication methods have been discussed for
the development of marketing and branding.

Introducing The Brand, The Product And The Title Of
Campaign.
 LACOSTE- It is retail industry that sells various products in clothing, footwear, sportswear, perfumes, towels, and watches. It is a French
company and it's logo is green crocodile.
 Company has a various store in the world and it maintains high standards and quality in it's products and provides excellent service to it's
customers. The company has marketed their products in various countries for the growth of the company .

Brand History, it’s Values and Brand Vision
Brand History & it’s Values -
 Lacoste first manufactured the tennis shirt in 1933 and crocodile logo included in the design while making the product.
 This logo is companies first brand logo in it's clothing sector.

Purpose of promotional campaign
 The purpose of this Marketing campaign is to increase sells of the products particularly in the sports wear so that sales revenue and
profits of the company increases and to create brand awareness among the people so that more and more people know about this
product.
 It is a kind of gold of campaign that provide firm change to obtain a lot of advantages. For current campaign, it may target old man,
child and other people as well.
 Organization may also tend to gain further benefits in term of predicting future.
 Next year the organization will aim to increase its sale to 1 million.

Cont.…
A- Smart targets
• To increase sales revenue upto 30% in footwear in next year.
• To increase web traffic up to 40% in 2 years
• To increase sales upto 50% in young generation
• This Brand with the help of this campaign wants to target young generation so that they buy the product.
• Company is using social media, bill board to show customers about it's new products, features and offering and gets attention of the customers and
encourage them to buy the product.
Feedback –
• is a method to collect data from the consumers after launch of the product in the market.
• Company has collected feedback from the customers who have bought and used this product, to know whether they liked the product or not and what
are the things that they don't like in the product and changes that they expect to be made.
• Majority of the customers are satisfied with the product in terms of quality, price but they are not satisfied in terms of durability as they said product
not lasts for longer duration from the responses gathered by the brand.

Cont.…
Survey method –
 This method is also used by the company to collect information as it is less time-consuming and easy way to collected data from the
people who have purchase this product.
 Certain set of questions prepared by the company and circulated questionnaire through social media like Facebook, emails sent to
the people and collected responses from the consumers over the internet.
 Company has analysed these data and majority of the customers are satisfied with the product they rated quality is a highest factor
for sneaker.

Consumer profile mood board and description of
target audience
 Mood board is quite helpful when a marketer conduct market research for commercial reason. It may enable them to collect key
information about what consumers prefer to purchase, how and in what manner.
 The target consumers for this organization and its products are going to be boys of the age of 8 to 13 years.
 This product will also aim to position its products with other products which are preferred by this segment of the market.
 In case of Lasocte, marketer may take approach to develop a customer profile mood board in the context of sneaker, for which they
may target high income consumer as parent, who may earn a lot of money and prefer to use or buy luxury products for which they
may pay more.
 Organization effort to retain and acquire individual person whom they target as main audience, through which firm may gain more
benefits than now or recent era.

Advertising Mood Board
 Marketing mood board refer to visual tools that aid marketer to establish a mission,
vision or approach that they may utilize to advertise a product, service or other things,
which customers tend to purchase from longer time, but unable to do that because of not
finding the same thing.
 It can be said that marketing mood board mostly utilize and to be done on foam board
with useful elements.
 It may provide Lacoste a lot of benefits in bulk, especially in case of aim achievement.
 Like above mood board, organization may attempt to create more that in turn lead to
increase profitability, productivity and consumer base.

Communication methods
 Advertising
 Sales promotion
 Direct marketing
 Email campaign

Using the 4P’s (the marketing mix for marketing
campaign)

Delivering campaign
Marketing campaign channel 1-
 For purpose of delivering marketing campaign design in regard to Lacoste sneaker, marketer may take approach to
utilize billboard, which is quite beneficial for them to do that.
 The best thing about chosen channel is that is may aid to gain the attention of potential customers in excellent manner.
 It can be said that billboard is strategically place along traffic areas or busy roads, which means individuals may
always be looking at brand items and eye-catching display.
 Another feature of billboard that provide benefit of organization when it may conduct campaign via that is customized
location. Firm and marketer may take decision to place their billboard according to size of market and number of
population.
 It is important for them to do so, because of obtaining unpredicted benefits in varied terms.
 This channel is as useful as all due to feature that it may encompass and drive the attention of company toward several
things.

Cont.
Marketing campaign channel 2-
 Another channel or marketing source that marketer may use is YouTube Video, that they may develop in appropriate
manner because of specific reason such to generate the awareness in the market about sneaker.
 It is fact that YouTube marketing is growing exponentially, across 5 billion attractive videos consume each day. It
may help to generate heavy traffic, which is not possible for marketer to generate via using any other tools as it may
do not consume a lot of time.
 The best thing about YouTube marketing is it may give user high visibility on google and other advertising
channels.
 It may provide marketer opportunity to reach unpredicted result that they expect to obtain from long time.
 It is fact that people may trust on those companies items that may have some evidence because it may aid to build
trustworthy relation between target market and brand. engine ranking that is necessary for marketer to make it better
than last few years or months in productive and profitable manner.
 By using this channel organization may gain the attention of parents, who will purchase sneakers for their kids age
8-13

Cont.
Marketing campaign channel 3-
 Along with above two, Lacoste and its marketer may use social media page such as Instagram to promote products and attract
potential buyers toward the same.
 With this channel they may achieve strategic aims and objectives of company.
 As social media marketing contribute to generate excellent brand awareness, for which marketer may work really hard.
 It is one of the best cost effective digital marketing approaches that most of the brands in the world of business used to syndicate
context and especially to increase their ventures visibility.
 By using the same source marketer may build trust worthy relation with target audience and give them appropriate reason to retain
with chosen brand. It may contribute to improve search

Summarizing outcomes and measure success
• It is quite important for marketer to develop a product campaign plan in appropriate manner, because it may give them chance to fulfil the
stakeholders expectations that they may expect to obtain via marketing campaign.
• In case of Lacoste, marketer may measure success of their marketing plan or event in term of considering certain things. For example, they can
utilize ROI for purpose of measuring success and taking strategic action accordingly.
• From above discussion, it has been summarized that they accountable to develop a campaign in regard to Sneakers, as it may aid to generate
the awareness about the item worldwide which is important and beneficial for them to do so systematically.
• It can be said that return on investment (ROI) is the most common metrics that most the companies may take into their consideration for
purpose of measuring how much they invest and spend on their advertising versus how much firms earn back.
• Another approach that marketer may use to measure success of campaign is website traffic, which may give them capable to make additional
and necessary changes related to current plan.
• They may achieve set aims and objectives in term of adding more valuable thing into their plan or campaign. With the help of website traffic
success measurement is quite easy for them, because it may give management chance to identify what needs to add or eliminate for purpose of
increasing profitability, generating revenue and more things.

CONCLUSION
 With the help of this project it can be concluded that the marketing communication of Lacoste for the promotion of the speakers
would need to implement different practices that can help the business to grow.
 This project has been able to develop a promotional campaign for the length of measuring the success of the business.
 This project has been able to identify the smart goals and targets which would be help in developing brand and marketing strategies.
In this project the description regarding the target audience has been discussed.
 This project has been able to develop the marketing mix for the sneakers.

REFERENCES
 Appio, F.P. and Lacoste, S., 2019. B2B relationship management in complex product systems (CoPS). Industrial Marketing
Management, 79, pp.53-57.
 Appio, F.P. and Lacoste, S., 2019. B2B relationship management in complex product systems (CoPS). Industrial Marketing
Management, 79, pp.53-57.
 CHAMIDAH, N., GUNTORO, B. and SULASTRI, E., 2020. Marketing communication and synergy of Pentahelix strategy on
satisfaction and sustainable tourism. The Journal of Asian Finance, Economics and Business. 7(3). pp.177-190.
 Duffett, R., 2020. The YouTube marketing communication effect on cognitive, affective and behavioural attitudes among Generation Z
consumers. Sustainability. 12(12). p.5075.
 Gebreselassie, A. and Bougie, R., 2019. The meaning and effectiveness of billboard advertising in least developed countries: The case of
Ethiopia. Journal of Promotion Management. 25(6). pp.827-860.