Canada Goose is proposing an IMC plan to transition from using natural fur to faux fur in their jackets. Their goals are to become known as a fur-free brand and increase fur jacket sales by 20% by January 2023 through billboard, social media, and influencer advertising of their new eco-friendly materials. Their budget will focus on social media marketing and print advertising. Key targets include new environmentally-conscious consumers aged 18-54. The timeline runs from August 2022 to January 2023 with product testing, an environmental launch event, and partnership development to promote the brand's care for the environment.

1. IMC PROPOSAL -
C A N A D A G O O S E
J A C K E T S B R A N D
• M R K 3 1 7 _ S E E
• O L E S Y A T A R A S Y U K
• R A V N E E T S I N G H
• H E M I L V A D S A K
• K A R A N S I N G H N
• A B B A S I N A Y A T U L L A

2. O U T L I N E 1. Canada Goose today
2. SWOT
3. Goals for Canada Goose IMC plan
4. SMART goals
5. Target Audience
6. Content Strategy
7. Ad examples
8. Overall budget
9. Ads budget
10.Advertising outcome
11.Project Timeline

3. C A N A D A G O O S E T O D AY
Revenue in FY 2022
• 1.1 Billion of revenue earned
• 2/3 from DTC ( Direct to consumer) / 1/3
from wholesale
• 20% from Canada, 28% from US and 52%
from Asia-pacific and other European
countries.

4. • Global DTC distribution
• 56 National e-commerce websites
• 41 retail stores
• Made in Canada
• In year 2021, 84% of units were
made or purchased in Canada only.
• One of the largest apparel
manufacturing platforms in Canada
with eight operating facilities across
the country.

5. S W O T A N A LY S I S
Strengths
• High industry recognition for luxury goods
• Revenue over 1 billion in FY 2022
• E-commerce and retail stores in more than 50
countries
• Partnership with Polar Bear International
Weakness
• Have a bad image due to animal rights due to
using real coyote fur in products.
• Restrictions and closures in mainland China
due to changes in return policy.
• Limited variety of clothes
Opportunity
• Becoming a fur free brand
• Forecasted 6 % revenue growth in year 2023
• Converting Japanese business into
joint ventures
Threats
• Competitors in the market (LV, Channel)
• Constant changes in luxury trends

6. G O A L S F O R C A N A D A G O O S E I M C
Prime focus:
“We feel very comfortable that we can make jackets that are equally
as functional as they were before without using fur, and that’s just
more sustainable. "© Dani Reiss CEO of Canada Goose
"Become a company with a reputation of going fur-free
brand."

7. F O R E C A S T E D A C H I E V E M E N T S
SMART goal #1:
To achieve 20% increase in fur jackets sales, by spreading awareness
of changes in Canada Goose's fur policy by Jan 9, 2023.
Medias:
• Billboards – crowded places, events; next to CG stores; winter resorts
• SMM (Instagram, Facebook, YouTube)

8. F O R E C A S T E D A C H I E V E M E N T S
SMART goal #2:
To gain new environmentally concerned target audience, by advertising
our new fur policy, by Jan 9, 2023.
Medias:
• Influencers (associated with the fight for the environment and sensible
consumption)

9. TA R G E T A U D I E N C E S
o Age: 20 – 85 y. o.
o Income: Middle and high income
o Occupation: Working class
o Pet peeves: Cold
weather, uncomfortable
clothes, poor quality
o Needs: Jacket that keeps warm
inside, breathable, has a strong
recognition and high quality
New Target Audience
o Age: 18 – 54 y. o.
o Income: Middle and high
o Occupation: Working
o Pet peeves: Fur usage, destroying
nature,
o Needs: eco-friendly materials, care of
nature and global warming, support
of endangered species, warm cloth,
comfort, quality

10. C O N T E N T S T R AT E G Y
Instagram &
Facebook
YouTube
Billboards
Events
Posts; Stories; Reels; Paid Advertisings
3-4 videos: interviews, from the factories,
the process
Classic and Digital
Dedicated to the care for the environment

11. T H E F I N A L L O O K
"Return a jacket
made of natural fur
and get
50% discount on a
new eco-friendly
collection."

12. O V E R A L L
B U D G E T
• The Overall Budget
Allocation:
• Main Goal- To create
awareness regarding transition
from "Natural Fur" to "Faux Fur".
• Highest Portion Spent on-
Social Media Marketing.
• 2nd Highest Portion on-
Print Advertising
• Remaining Budget on
"SEO & SEM"
for Optimization

13. A D S B U D G E T

14. W E C A R E

15. WHAT WE EXPECT
• New target audience
• Revenue growth
• Increase in sales
• Positive brand image
• Build trust
MOST SEARCHING KEYWORDS
• Expensive Jackets
• Fur-free Jackets
• Canada goose winter Jackets
• Coat
• Branded Jackets
• Qality Jackets

16. P R O J E C T T I M E L I N E
August 2022
1. Identify Target Market
Conduct SWOT Analysis
Sept 2022
2. Budget Analysis
Production costs and sales price
Allocate funds for advertising
Oct 2022
3. Product Testing
Inspect for quality &
features(warmth, clothing &
design)
Nov 2022
4. A grand event on Product
release, advertise across all
possible media platforms
Environmental Event(2 YouTube
videos)
Dec 2022
5. Develop key customer
contracts & partnerships with
influencers
Promote sales by showing Care
for the environment
Jan 2023
6. Mark the dates when the
revenue milestones are achieved
Self-evaluate, assess if the
SMART goals were achieved
while keeping the costs low,
maintain continuous
improvements

17. J O I N T H E
N E W
C A N A D A
G O O S E
T O D AY !