Integrated Marketing Communication Plan.docx.docx - Running Head MARKETING COMMUNICATION Marketing Communication Plan Supreme Brand Student\u2019s Name

Integrated Marketing Communication Plan.docx.docx - Running...

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Running Head: MARKETING COMMUNICATION 1 Marketing Communication Plan Supreme Brand Student’s Name Professor Name Date
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MARKETING COMMUNICATION PLAN 2 Executive summary This paper is about the marketing communication plan for the chosen company "Supreme". The introduction gives background information of the company in terms of when it was formed and its philosophy, current market segmentation and its competitors. Supreme is a company that was established in 1994 by James Jebbia. It started with making clothes and skateboards and other products that the company thought would help it earn some income. It started its operations in a small store on Lafayette Street, and it has now expanded its operations to different locations all other the world (Todor 2014:59). In the beginning, the company was focused on producing male products, but as year by year is passing, the company’s products have been co-opted by women due to the increase in girls’ skaters as well as the manner in which the current generation is having a genderless mode of dressing. In this case young girls are purchasing clothes perceived to be for boys. Currently, the brand produces clothes for young adults, youths, children men as well as women and individuals of all ages. The marketing communication plan strategy part is the most important section as it discusses how the company is going to increase brand awareness, increase market share and inevitably increase sales. It starts off by discussing strategies and channels of advertising the company currently uses. Then it discusses the various forms of promotion that it will use in relation to the targeted group and the estimated cost of these campaigns. The section also speaks about the expected outcome of the integrated campaign.
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MARKETING COMMUNICATION PLAN 3 I. Introduction Supreme is a company known for an array of merchandise. The company produces clothes, shoes, bags and many other fashionable items. However, skating is what is at the core of the company's business model and passion. It was started in 1994 by a group of young New York skaters, musicians and artists who became the initial staff and customers of the company. At the time, the youth involved in the then young counter culture of hip hop, punk and skating gravitated to the company and its philosophy (Supreme, 2015). This made it grow into the downtown Manhattan institution that it became. Supreme has over the years established itself as one of style, authenticity and quality. It has continued working with musicians, artists, photographers and designers to maintain the right attitude and unique identity. Basically the company has segmented its market based on geographical locations. It has stores in New York, Los Angeles, London and Japan. In fact, it has four stores in Japan two of which are in Tokyo. Its main target group is the skating-youth of between 14 to 25 years of age. The same goes of its clothing line which also caters for children of all age groups.
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  • Fall '16
  • Gustafson

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