Polar Snow: Marketing Communication Plan for Winter Boots (ALA203)

This report presents an integrated communication plan for Polar Snow winter boots, a product by Mr. Williams. It begins with an executive summary and table of contents, followed by an introduction, situation analysis, objectives, and positioning statement. The situation analysis includes a marketing mix analysis of product, price, place, and promotion, along with external and environmental analyses, and a SWOT analysis. The report outlines marketing and communication objectives, a positioning statement, and details a promotional campaign with creative and media strategies. It also discusses evaluation metrics and a conclusion. The report covers customer personas, and a draft storyboard, providing a detailed marketing strategy for the Polar Snow brand. This plan also includes metrics on how the promotional campaign should be evaluated. It is an overall look at how the brand sees itself getting out there into the world and getting noticed.