Integrated Marketing Communication Plan for Reebok: A Case Study

Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
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Contents

Table of Contents
Introduction ...............................................................................................................................3
TASK ...................................................................................................................................3
Campaign objectives .............................................................................................................3
Measurement of success.........................................................................................................4
Campaign plan .......................................................................................................................4
Communication 1: Facebook .................................................................................................5
Communication 2: Instagram.................................................................................................5
Communication 3: Twitter .....................................................................................................5
Communication 4: YouTube...................................................................................................5
Communication 5: Website ...................................................................................................5
Reflection on Campaign ........................................................................................................6
Conclusion..................................................................................................................................8
References .................................................................................................................................8

Introduction
For measuring and setting up the business on both domestic and global level, new
business strategies has been very efficient for the companies. But the competition is
increasing day by day for all the companies in the market that is why the function of
integrated marketing communication has become very important for companies to
keep checking out the ways to hold themselves in the market (Gunelius, 2018). IMC
is the mixture of various components which are kept together for marketing by the
companies. It includes product advertisement, sales promotion, social media
marketing, direct marketing, email marketing, etc. This report is the discussion
regarding the the objectives, success measures, campaign plan of the famous shoe
brand Reebok. It also discusses about the various online platform for marketing.
TASK
Campaign objectives
Reebok was established by Joseph William Foster and Jeff Foster in Bolton, UK. Its
headquarter located in Boston, US and is subsidiary of Authentic Brands Group. In
the last few years, Reebok has became a well-known brand all around the world by
introducing various unique fitness shoes and clothing and firm has also adopted
various IMC campaigns for the promotion of its product and to attract the customer
(Hu, Dang and Chintagunta, 2019). The main reason why company is following
integrated marketing campaign to fulfil following purposes-
Generating Brand Awareness- The main objective for for making IMC campaign
has launched here for Reebok is for creating the interest for the new shoes launched
by the company to raise the popularity of the brand by introducing adaptive footwear
with Zappos.
Generating product interest- Reebok will try to develop goodwill for the brand by
focusing on the demands of the consumer of being unique, suitable and real.
Company's main focus is to increase the satisfaction and providing better experience
to the online customers.
Prompting increased number of sales- Company's main aim is to increase the
sale of the new introduced product by generating maximum interest among the