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Saucony Singapore- Intergrated Marketing Communications Strategy
- 1. FIND YOUR STRONG Group 1 Estee Wu, EstiJenita, Gan Chong Zhi, Tushar, Tan Yuan Xin, Yap Jia Wei 1
- 2. Situation Analysis Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation 0% 20% 40% 60% 80% 100% Adidas Asics Brooks Mizuno New Balance Nike Saucony Others Familiarity of brands 46% 0% 20% 40% 60% 80% 100% Yes No 18% Purchased Saucony before?Have you heard of Saucony? 0% 20% 40% 60% 80% 100% Never Do not know much Well 24% 59% 0% 20% 40% 60% 80% 100% Yes No 8% Current owners of Saucony Lowbrand awareness Saucony is not popular among consumers 2
- 3. Situation Analysis Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation3
- 4. Situation Analysis Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation4
- 5. Competitor Analysis Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation 40% 50% 60% 70% 80% 90% 100% 40% 50% 60% 70% 80% 90% 100% Asics Mizuno Nike Adidas Brooks New Balance Saucony Quality Price Adidas Asics Saucony Mizuno Nike New Balance Brooks Perceptual Map Top 3 Preferred Brands 5
- 6. Situation Analysis Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation Growing footwear market in Singapore (CAGR of 4.1%) Unsuccess- ful IMC in Singapore Low brand awareness 6
- 7. Target Audience Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation 16 to 40-year olds Leisure runners who run on a regular basis to keep fit Pay attention to the aesthetics and function of their shoes 7
- 8. Objectives Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation To increase Saucony’s brand awareness from 17% now to 30% by the end of2014 To increase Saucony users from 8% currently to 15%by the end of 2015 8
- 9. Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation Message Strategy Overall Message Strategy The Running Specialists Volleyball, Tennis Fashion 9
- 10. Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation Message Strategy IMC Message Strategy Global Campaign: Prevent dilution and confusion IMC events different from global events Aim 1: Connect with consumers personally “Find your individual strong” Aim 2: Reinforce Saucony’s strength in performance, durability, versatility “Your reliable partner towards your goals” 10
- 11. Media Strategy Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation Print Video Digital Social Media In-store/ Physical 11
- 12. Media Strategy Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation Media Class/Vehicle Reach* (During 9mth IMC) Frequency (No. of Ad Insertions) Gross Rating Points (GRP) Print SHAPE magazine 52,000 10 520,000 Men’s Health 92,000 10 920,000 Runner’s World 14,000 10 140,000 Mind Your Body 1,346,000 4 5,384,000 Video Youtube- Generic 100,000 3 300,000 Promo- Youtube Challenge 60,000 1 60,000 Promo- Zombie Run 60,000 1 60,000 Promo- School Challenge 60,000 1 60,000 Digital Saucony.com.sg 1,000,000 2 2,000,000 Sgrunners.com 60,000 2 120,000 Runnersworld.com.sg 200,000 2 400,000 Runsociety.com.sg 40,000 2 80,000 Social Media Facebook 275,772** 50 13,788,600 Twitter 256,120*** 50 12,806,000 In-Store/ Physical Royal Sporting House 180,000 20 3,600,000 School Running Bazaars Publicity (POP Brochures) 1,000,000 1 1,000,000 12
- 13. Promotional Activities Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation13
- 14. Saucony Zombie Run Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation14
- 15. Objectives Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation • Increase brand awareness • Improve brand recall • Strengthen the brand image of Saucony being the “running shoe specialist” • In line with “Find your Strong” • The target audience will be runners aged 15-40 who are looking for something interesting as well as challenging • Appeals to Symbolic and Experiential need of Consumers • Unique and fun idea, therefore appealing to the masses 15
- 16. Race Information Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation • Runners • 3 tags that represent health • Overcome various obstacles while avoiding zombies • Can still complete the race without the tags • Zombies • Chaser or Slow Zombie • Aim is to take the tags and dress up • Various categories of Winners • Fastest runner, Most kills, Best Make-up etc • Set off in Waves 16
- 17. Pricing Strategies Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation • Promotional pull pricing strategy • Encouraging them to spread by word of mouth and peer-pressure. • Runners tend to go for runs together, especially for themed runs. This would therefore allow us to reach a greater number of people. • Targeted audience : 3000 people Participant : 50 Dollars Zombie : 35 Dollars Early-Bird Discount : Participant : 35 Dollars Zombie : 25 Dollars Group Discount : Groups of at least 5: 10% off. Groups of at least 10: 15% off. 17
- 18. Promotion Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation • Promotional video Build up hype and awareness Humour is used • Social Media Facebook, Twitter, Youtube 8,000 likes and 2,000 people talking about this • POP Advertisements RSH Shelf-Talkers and banners • Sponsored Shirts, Goodie Bags and Prizes • Saucony Booths 18
- 19. Storyboard Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation Scene 1: Zombie Apocalypse strikes the city. People panic and start rushing out trying to find safe places to hide. Scene 2: People wear various shoes in a bid to run away from the Zombies Scene 3: Everyone starts running away from Zombies in a bid to make it to a safe place! Scene 4: Various runners get caught by the Zombies 19
- 20. Storyboard Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation Scene 5: The Saucony runner, decked in Saucony apparel and shoes, is managing to outrun and outmanoeuvre the zombies Scene 6: He/She barely manages to make it to a safe house, at the cost of the running shoes which drops as he/she kicks away at the grabbing zombies. Scene 7: The Tagline appears, “Only the Strong Survive” Scene 8: A slow clumsy zombie stumbles upon the Saucony shoes and puts it on. It suddenly starts sprinting after others. Screen fades to black 20
- 21. Youtube Challenge Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation Objective: • Raise brand awareness • Increase market penetration So… You don’t have to be a Saucony user to take part! Target audience • Tech Savvy runners (15-40) 21
- 22. Youtube Challenge Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation 50% 50% • Novelty • Inspirational Quality • Technical Quality • Theme Congruency + 22
- 23. Youtube Challenge Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation TOP PRIZE • Intrinsic motivation: Marathon de Paris, France • Extrinsic motivation: $1000 cash, $1000 vouchers 23
- 24. Youtube Challenge Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation 3)Youtube &Facebook • Promotional videos • Viral marketing • Spillover for SauconyFbk/Youtube page 1) Advertisements on websites 2) Approach bloggers • Incentives: Saucony shoes&vouchers Publicity 24
- 25. School Sponsorships Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation Chosen School teams • Sponsor Track shoes for division winners • $50-$100 Saucony vouchers • Sponsored apparel for the team 25
- 26. School Sponsorships Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation 75% stated WOM as source of info 26
- 27. School Challenge Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation • Wide Outreach • Raises Saucony’s brand profile • Cultivate a brand following among students • Strengthen Saucony’s position as the definitive running shoe brand 27
- 28. School Challenge Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation All Tertiary Students (~ 200,000 ) >5000 KM 28
- 29. School Challenge Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation • Students have to download the Saucony App which records the distance covered during the run. • Challenge schools to see who can reach target of 500km first Tier 1: 15 % discount for 10km (Individual) Tier 2: 25% discount if school reaches target Tier 3: 50% discount for the first school to reach target 29
- 30. School Challenge Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation Promotions • In-app promotions • Runners Clinic Talks conducted by professionals Free diagnosis Demonstrations 30
- 31. Media Plan Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation31
- 32. Budgeting – Zombie Run Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation Media Vehicle Description Source of estimation Cost Per Unit ($) Qty Total ($) POP materials Shelf talkers, Banners www.tradekey.com - 5000m $500 Promotional video Development - - - $400 Advertising - - - $500 Cost of location and after party Cost of renting place, goodie bag distribution Various websites - - $15000 Cost of obstacles Obstacles in the running course - - - $1000 Search Engine Marketing Google Ad Words SEM based Googleadwords – traffic estimator $1000 - $1000 Cost of medals Medals to winners http://www.ander.com.s g/ $0.5 3500 $1750 Printing A4 Printing Accea.sg 0.30 1000 $300 TOTAL $20,450 32
- 33. Budgeting – YouTube Challenge Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation Media Vehicle/ Prizes Awarded Description Source of estimation Cost Per Unit ($) Qty Total ($) Cash Prizes Prize to winner - - 1 1000 Saucony Vouchers Prize to winner - - 1 1000 Trip to Paris Marathon Prize to winner Various websites - 1 4000 Social Media Facebook, Twitter - - - - Search Engine Marketing Google Ad Words SEM based Google adwords – traffic estimator 1000 - 1000 Advertising on blogs and websites Advertising the YouTube Challenge on running blogs and fitness websites - - - 1500 TOTAL 8,500 33
- 34. Budgeting – School Challenge Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation Media Vehicle Description Source of estimation Cost Per Unit ($) Qty Total ($) App Development, Content Creation and Hosting www.bluecloudsolutions.c om 4000+100 - 4100 Charity Charity pledged - - - 10,000 Discount Discount vouchers - 200,000 Website Development & Content Creation www.webpagefx.com 4000 - 4000 Domain registration http://www.domain.com/ domains/ 30 1 30 Hosting http://www.domain.com/ domains/ $8 / month 9 72 Search Engine Marketing Google Ad Words SEM based Googleadwords – traffic estimator 1000 - 1000 Printing A4 Printing for flyers Accea.sg 0.30 1000 300 Newspaper articles Partnership with Straits Times Information-based, unpaid - - - Blog Opinion Articles Partnership with bloggers - - - School Sponsorship Giving out shoes and discount vouchers to opinion leaders 3 runners in each school 15 schools 8000 TOTAL 219,132 34
- 35. Budgeting – Sales Projections Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation NPV –6,699,650 35
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- 37. Evaluation Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation Running Specialists Increase in brand awareness Increase Saucony users 37
- 39. Evaluation Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation Zombie Run YouTube Challenge School Challenge NPV –6,699,650 39
- 40. 40
- 43. Budgeting – Sales Projections Situation Analysis Message & Media Zombie Run Youtube Challenge School Challenge Budgeting Evaluation Year 0 1 2 3 4 5 Cash Flow (248,082) 1,699,200 1,716,192 1,733,354 1,750,687 1,768,194 Discount Factor - 0.928 0.861 0.798 0.740 0.687 S$ - 1,576,252 1,476,823 1,383,665 1,296,384 1,214,608 NPV 6,699,650 43
Editor's Notes
- PrintAdvertising in magazinesContext effectFitness help columnsVideoYoutube adsYoutube videos of sponsored runnersEmotional ApproachDigitalSaucony WebsiteGive samples to online reviewers/blogsAPAC’s 2nd highest internet penetration rate15-49 years old extremely wiredSocial MediaFacebook profile & Youtube accountIn-store/ PhysicalShelf-talkersPhysical ads at events
- perceived connection between Saucony as sports shoe brand and the activity, a survival run
- We propose an online video contest where participants are required to send in their videos with the theme “Find Your Strong”. The content of the video could be anything ranging from what inspires them to run, who they run with, their favourite running trail, their motivations and journey towards a healthy lifestyle, etc, as long as it can be linked back to the theme of the contest. The objective of this contest is to raise brand awareness and increase market penetration of Saucony in Singapore. The target audience is tech savvy runners aged 15 to 40.Next, the contestants does not necessarily have to be Saucony users, in fact the aim of this contest is also to reach out to non users and get them interested in learning about what Saucony shoes are good for and what we are concerned with and represent as a premium running specialist brand. By doing so, we want non users of the video contest to associate Saucony with perseverance and strength and see for themselves that their competitors who are using Saucony shoes are hardcore runners who chose Saucony because it is the specialist brand for running athletes. This association and brand awareness created will increase Saucony’s brand equity, strengthen consumer’s top of the mind brand recall for running shoes brand and eventually lead to a high conversion rate of consumers in the long run. On the other hand, for Saucony users participating in the contest, the contest will strengthen their brand loyalty for Saucony.
- A Youtube account for Singapore Saucony will be set up where videos sent in by contestants will be uploaded to the page by Saucony. The videos will also be uploaded to an album in Saucony Singapore’s Facebook page. 50% of the scores will be based on the popularity of the videos on Facebook (no of likes and shares) and Youtube (no of views). Saucony will judge the other 50% of the scores based on the criterias of novelty, inspirational quality, technical quality, and theme congruency.
- The top prize awarded will be cash prize of $1000, Saucony vouchers worth $1000 and most importantly a sponsored trip to one of the Top 10 marathons worth travelling for (Forbes, 2012), “Marathon de Paris” in France. These prizes appeals to both intrinsic motivations of passionate runners to go for highly acclaimed marathons and extrinsic monetary motivations.
- In order to publicize the contest, advertisements will be placed in prominent running sites such as sg.runners.com(Stated in 5.3) where there is high reach to our target market due to high site traffic and its popularity among runners. We will approach bloggers of running blogs to talk about the contest, for example myrunningaddiction.wordpress, dorunning.blogspot.sg, thelonelyrunner.com. Incentives such as free Saucony shoes or 50% discount vouchers can be given to them in return. Saucony will also create a promotional video and place it on our Youtube and Facebook accounts. Hype for the contest will also be generated through word-of-mouth within the running community and the runner’s own social circle. The judging criteria is made such that contestants have a vested interest to share their competing piece with their friends to increase their chances of winning. The viral effects garnered from these social media platforms will be the main drivers for increased brand awareness of Saucony through this event. The more viral the contest is, the lower the Cost Per Thousand (CPM) and Cost Per Thousand-Target Market (CPM-TM). As users have to like the Saucony Facebook page before being able to like the competing videos posted in Facebook, this will be a great way to increase likes and awareness for the newly created Saucony Facebook page. The long-term benefit is Saucony will be able to reach their target market easily for future events through their Facebook newsfeed once they have liked their page.
- Sponsor Track shoes for division winners$50-$100 Saucony vouchersSponsored apparel for the team
- We propose that Saucony uses influencer marketing to target secondary, post-secondary and tertiary students. It is peer-to-peer influencer programme where Saucony sponsors the top running athletes and their team, These sponsorship packages will increase Saucony’sexposure to running athletes since their school days and potentially convert them to Saucony users. The student’s brand loyalty to Saucony will be forged thorough usage of the product and the customer lifetime value will also be larger since we are targeting them at a young age. These athletes acts as Saucony’sspokesperson in schools, interested users will be influenced to buy Saucony over other brands when they see their athlete friends using Saucony sports shoes.75% of users stated word of mouth as their source of information before purchase (Saucony Survey, 2013), hence when users seek advise before their purchase, athletes who are users of Saucony are also more likely to introduce Saucony and give positive feedback to their friends. This is a very important factor that influences the final purchase intention of new users.
- OVERVIEWA charity drive that involves all the tertiary schools (ITEs, Polys, Unis)Raise funds for Singapore Disability Sports Council (SDSC)Saucony will pledge a sum of money to SDSC which will double if 5000km is clocked by all the tertiary schools