Odd Pears: Marketing Communication Strategy and Objectives Report

This report provides a comprehensive analysis of the marketing communication strategies employed by Odd Pears, a sock manufacturing company in Australia. It begins with an executive summary, followed by a detailed situation analysis that examines the company's marketing mix (product, price, place, promotion), internal factors (staffing, resources), and external factors (customer analysis, competitor analysis, environmental analysis). A SWOT analysis is conducted to evaluate the company's strengths, weaknesses, opportunities, and threats. The report further explores target marketing, including market segmentation, target market, and target audience. Key objectives are identified, including marketing, communication, and sales objectives. The report concludes with a summary of the key findings and recommendations for future marketing efforts. The report also highlights the company's unique selling proposition, its focus on creativity and innovation, and its efforts to target a specific customer demographic.

Running head: MARKETING COMMUNICATION
Marketing Communication
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Executive Summary
The report focuses on the marketing strategy and objectives of Odd Pears, the famous socks
manufacturing company in Australia. The situation analysis of the firm has been carried out. It
has been observed that the company is facing hardcore competition due to the inclusion of
market leaders. The marketing department of the organization has also been analyzed
comprehensively. Finally, communication, sales and marketing objectives of the organizations
have also been identified, satisfaction of which can help them attain long term success from
business.
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Table of Contents
Introduction:....................................................................................................................................4
Situation Analysis:...........................................................................................................................4
Marketing mix analysis:..............................................................................................................4
Internal factors:............................................................................................................................5
Staffing and resource issues:...................................................................................................5
Assessment of external agencies:............................................................................................6
External factors:...........................................................................................................................7
Customer analysis:...................................................................................................................7
Competitor analysis:................................................................................................................7
Environmental analysis:...........................................................................................................7
SWOT analysis:...........................................................................................................................9
Target marketing:.............................................................................................................................9
Market segmentation:..................................................................................................................9
Target market:............................................................................................................................10
Target audience:.........................................................................................................................10
Positioning statement:................................................................................................................10
Objectives:.....................................................................................................................................10
Marketing objective:..................................................................................................................10
Communication objectives:.......................................................................................................10
Sales objectives:.........................................................................................................................11
Conclusion:....................................................................................................................................11
References:....................................................................................................................................12
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Introduction:
Marketing communication is basically the technique, used by the companies for
conveying the promotional messages regarding their products or services. This is basically the
process of keeping the targeted audience informed (Luxton et al. 2015). Present paper would put
forth the discussion of marketing communication in the context of Odd Pears. This is one of the
famous sock manufacturing companies, running the business successfully around the world. The
company puts utmost stress on creativity and innovation which are playing major role for them
to run the business with utmost efficiency (Odd Pears. 2019). In-depth discussion regarding the
marketing activity of Odd Pears will be carried out in the paper. The sales objective of the
company will also be disused in the paper.
Situation Analysis:
Situation analysis is considered as the process of evaluating both the internal an
environment of the organization. This is the way of understanding the inner capability of an
organization to keep the customers attracted. The situation analysis of Odd Pears is as follows:
Marketing mix analysis:
Marketing is the process of analyzing the marketing activity of an organization in order to
sale their products in the market. The marketing mix strategy followed by Odd Pears is as
follows:
 Product:
Odd Pears is one of the famous socks manufacturing companies. Being the Australia base
company,Odd Pears offers wide ranges of socks such as school socks, men socks, casual socks,
children's socks (Parente, D. and Strausbaugh-Hutchinson 2014). One of the key aspects of Odd
Pears is that the company offers unique pair of socks which includes two pair of socks and one
odd pair.
 Price:
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The pricing is one of the major factors in dragging the interest of the customers. Thus, Odd
Pears puts ultimate stress on setting considerable price of the products in order to keep the
customers happy and satisfied. In addition to that, the company puts utmost stress on offering
high quality of products in pocket friendly budget. Thus, Odd Pears keeps their price in between
$13.96 to $20.
 Place:
Appropriate placing of products plays a major role in keeping the customers interested. The
company is highly dedicated towards ensuring proper placement of their products. As the
company does not have any physical store, they place their products in the shoe stores (Bacile et
al. 2014). Their products are being displayed in the shoe counter.
 Promotion:
Promotion of products is also an imperativefactor in dragging the interest of the customers.
Thus, effective promotional strategy is being followed by Odd Pears in order to promote their
products in the market. Social media advertising is being followed by Odd Pears in order to
attract the targeted customers. An official face book page has been launched by Odd Pear in
order to keep the loyal customers informed regarding their special offer (Blakeman 2018). In
addition to that, traditional promotional strategy such as billboards, transit advertising, in store
advertising and magazine advertising are also being followed by Odd Pears in order to promote
their products.
Internal factors:
The internal factors of Odd Pears will be discussed in the subsequent part of the paper.
Staffing and resource issues:
The staffs are the key factor in an organization as they hold the responsibility of
determining the rate of profitability. Thus, the higher authority of an organization hires people in
various departments in accordance with their skills and competencies. Being one of the popular
socks manufacturing companies, Odd Pears hire staffs in the marketing department in order to
promote their products. There is a chief marketing officer (CMO) in Odd Pears, who holds the
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responsibility of implementing necessary process and strategies related to marketing. In addition
to that, it is the role of CMO to manage the entire marketing department. Then comes the
Marketing Director who has the responsibility of ensuring that all the marketing strategies are
aligned with that of the marketing objectives (Petersen et al. 2015). Vice President Marketing is
other important personnel of the marketing department of Odd Pears who has the responsibility
of determining the marketing strategy by collaborating with the marketing manager. Public
relationship is another major working professional associated with that promoting the products.
He is in-charge of managing the reputation of the company. Public Relation Officer implements
the media management strategy in order to build the profile of the company by communicating
with that of the targeting audiences.
Promotional managers are the key personnel in Odd Pears who has the duty to make the
entire planning regarding the way of promoting the products in the market. Implementation of
promotional tools, campaign development, campaign communication and managing the
campaign are some of the major activities performed by the promotional manager of Odd Pears.
Social media expert is another major personnel working in the marketing department of Odd
Pears. These personnel are responsible for creating websites, web pages, brochures, booklets,
flyers, advertisements, mailers and e-mailers and other materials that are highly required in terms
of promoting the products (Finne and Grönroos 2017). Marketing coordinator is the last and
most personnel working in the marketing department of Odd Pears. He holds the responsibility
of managing all the advertising and marketing campaign. In addition to that, the marketing
coordinators of odd pear are also responsible for dealing with sales data, maintaining the
inventory material of promotion and preparing the sales report. However, there is no person in
Odd Pears who can create lucrative content in order to promote their products. In addition, any
digital media expert is nit there in the marketing department of Odd Pears (Finne and Grönroos
2017).
Assessment of external agencies:
As Odd Pears lacks two of the major marketing experts in order to run their marketing
objectives, it is imperative for them to access the external agencies in order to hire the staffs. It
is important for the higher authority of Odd Pears to collaborate with the placement
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consultancies in order to hire staffs externally. In addition, Odd Pears can also follow both
campus drive and online recruitment method in order to hire skilled and proficient employees. At
the same time, job fair is also a good option, which Odd Pears can carry out in terms of hiring
best suitable candidate (Shen et al. 2016).
External factors:
Subsequent discussion will highlight the key customers, intensity of competition and
environmental factors in the context of Odd Pears.
Customer analysis:
Promoting equality and discarding the outdated regarding the particular style related to
certain gender is the fundamental motto of Odd Pears. The typical customers of Odd Pears
include the men and women aged in between 25 to 40. The company always encourages
everyone to wear whatever they want. In addition, children aged in between 8 – 14 are also the
key customers of Odd pears (Odd Pears. 2019).
Competitor analysis:
Due to uncertainty in the business environment, the intensity of competition is extremely
high in Australia. The intensity of competition in the socks manufacturing industry of Australia
is also extremely high. Lambchopssocks is one of the major competitors of Odd Pears.
Integrating creativity and innovation is one of the major factors, followed by Lambchopssocks
Odd Pears, which is playing a critical role for them to attain a strong position in the market.
Botanex is another major competitor of Odd Pears (Valos et al. 2016). Bellview Hosiery (Pty)
Ltd is another crucial competitor of Odd Pears.
Environmental analysis:
The environmental analysis of Odd Pears is as follows:
Political  Constant encouragement from government to buy local fabrics in
order to manufacture socks.
 Government is also putting pressure on the socks manufacturing
companies to avoid using the threads which are made up of animal
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furs and skins (Kitchen and Burgmann 2015).
Economic  Rapidly progressing economy and increasing income level are
leading the people to invest more on fashion.
 Rapid expansion of rentable clothes and fashion products is also
accelerating in Australia
Social  In Australia, the musicians are shaping the fashion statement of the
people.
 After being encouraged by the musicians, the people are showing
their intension to wear something out of the convention.
 People are also becoming more fashion oriented in the cotemporary
times.
Technological  The trend of online shopping is rapidly increasing in Australia.
 With the assistance of advanced technology, the companies like Odd
Pears are also becoming able to access digital media in terms of
promoting their products.
Legal  Tax restrictions, export restrictions, and inflation costs are some of
the major factors, which Odd Pears should follow in terms of
running their business in a legal manner (Fill and Turnbull 2016).
 In addition, maintaining sustainability is one of the major factors,
which Odd Pears must follow.
 Fundamental right of workers must also be followed.
Environmental  Appropriate cotton is needed to be used while making socks.
 Using chemicals must be avoided
Table 1: Environmental analysis of Odd Pears
(Source:)
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SWOT analysis:
Strengths
 Unique pair of socks
 Consistent stress on creativity and
innovation
 Lucrative colour combination
Weaknesses
 Strong competition in the market
 Lack of strong brand reputation
 Lack of digital marketing

Opportunities
 Satisfy the needs of customers by
offering products to them that are
beyond the convention.
 Passion and desire to succeed.
 Fresh marketing idea
Threats
 Wide ranges of start-ups in Australia
 High cost of equipment
 Established reputed socks
manufacturers.
Table 2: SWOT Analysis of Odd Pears
(Source: Vernuccio and Ceccotti 2015)
Target marketing:
Market segmentation:
The market segmentation strategy, which Odd Pear can follow will be discussed in the
following portion.
Demographic segmentation Being a famous shocks manufacturer in Australia, it is imperative for
Odd Pears to target the fashion women aged in between 25 to 35.
Psychographic segmentation As the company discards the ideology of one design for one
particular design for a particular gender, Odd Pears can also target
the musicians (Midgley 2014).
Table 3: Market segmentation of Odd Pears
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(Source:)
Target market:
As the customers are becoming highly fashion oriented in the contemporary times, Odd
Pears should follow psychographic segmentation in order to offer the customers with unique pair
of socks. This is the way, through which the company can practice emotive marketing and thus
foster an emotional bond in between the customers with that of the brand (Tomše and Snoj
2014). At the same time, implementation of psychographic segmentation strategy can also help
Odd Pears to understand the fundamental need of the customers.
Target audience:
The key target audiences of Odd Pears would be the musicians as they prefer to wear
something out of the convention. At the same time, it has also been observed that the people are
becoming more inclined to follow the musicians in order to frame their fashion statement. Thus,
targeting musicians would help Odd Pears to catch the attention of wide ranges of customers
(Hänninen and Karjaluoto 2017).
Positioning statement:
Positioning statement is defined as the brief description regarding a product and how it
will satisfy the need of target market. The positioning statement of Odd Pears is as follows:
“For individuals who are willing to frame an unique fashion statement, Odd Pears
offers unique ranges of odd pair of socks, each of which can create positive experience among
the minds of customers.”
Objectives:
Marketing objective:
The marketing objective of Odd Pears is,
 To accelerate their sales volume up-to 20% by 2021
Communication objectives:
The communication objectives of Odd Pear are as follows:
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 To educate the target audience that Odd Pear is the best brand in the Australian socks
manufacturing industry To accelerate the rate of SoggyBix share by 10% by 20th December, 2020. Raining brand awareness among the target audience Generating commitment among the target audience to purchase regularly
Sales objectives:
Sales objectives of Odd Pears include:
 To sell more than 10000 units of socks by 30.10.2021 To sell more than 500 units of socks in every week
Conclusion:
In the highly volatile business environment, keeping the customers informed is very
much needed in terms of dragging the interest of them. There lies the significance of marketing
communication which supports the organization to maintain healthy communication with the
market and thereby offer necessary information in the market.
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References:
Bacile, T.J., Ye, C. and Swilley, E., 2014. From firm-controlled to consumer-contributed:
Consumer co-production of personal media marketing communication. Journal of Interactive
Marketing, 28(2), pp.117-133.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Finne, Å. and Grönroos, C., 2017. Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), pp.445-463.
Hänninen, N. and Karjaluoto, H., 2017. The effect of marketing communication on business
relationship loyalty. Marketing Intelligence & Planning, 35(4), pp.458-472.
Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing communication: making it work at a
strategic level. Journal of Business Strategy, 36(4), pp.34-39.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Midgley, D.F., 2014. Innovation and New Product Marketing (RLE Marketing). Routledge.
Odd Pears. 2019. Cool Socks | Fun Socks | Odd Socks | Mens Socks | Womens Socks. [online]
Available at: https://www.oddpears.com/ [Accessed 16 Aug. 2019].
Odd Pears. 2019. Online Socks Store. Frequently Asked Questions | FAQ. [online] Available at:
https://www.oddpears.com/pages/faq [Accessed 16 Aug. 2019].
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning.
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