Lacoste Marketing Communication & Branding: Campaign Development

This report provides an analysis of Lacoste's marketing communication and branding strategies, focusing on a promotional campaign for sneakers. It details the brand's history, values, and vision, outlining the purpose of the campaign to increase sales and brand awareness, particularly among the younger generation. The report includes a consumer profile mood board, describes the target audience, and presents advertising mood boards. It explores various communication methods, including advertising, sales promotion, direct marketing, and email campaigns, and utilizes the 4Ps of the marketing mix. The delivery of the campaign is discussed through channels like billboards, YouTube videos, and social media platforms such as Instagram. The report also summarizes the outcomes and suggests measuring success through ROI and website traffic analysis, concluding with the importance of implementing effective marketing practices to foster business growth. Desklib provides access to similar assignments and study resources for students.

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)