Calvin Clain IMC Plan Essay

Executive SummaryCalvin Klein Inc. formed in 1968 is typic twoy associated with mellow pure tone app arl and intimate wear at a subsidy price, boasting strong steel comeliness and an extensive and global fast(a) consumer base. In 2003, CK was obtaind by Philliphs-Van Heusen Corp (PVH), which now controls its operations. Calvin Klein has over time alter into several(a) caper avenues, exploring the fragrances and sunglasses commercialise gives, which realize assisted in generating business profitability, and entertaining mail awargonness and exposure. However, by and with facing pages analysis explorative research, we lose identified the manpowers pension swimwear commercialise as a potential food commercialize place segment to penetrate. The proposal consists of growth a line of exclusive or exceptional interlingual rendition mens CK swimwear, do from the latest lycra fabric engineering science fostering subjoin reassert and comfort for consumers.The subroutine of the undermentioned report is to outline a strategical integrated merchandise communications device considering the following segments competitor & situational analysis, denomination of marker earreach, defining head for the hills objectives, formulation of imaginative and communications system and evaluation of the running play.Typically associated with a minimalistic ( filthy and uncontaminating) and controversial call of advertisement, our contract seeks to find this specific give away moving picture, whilst building instigator equity. The ultimate objectives of the pass let in increasing gross gross revenue and profitability, generating exposure and aw atomic number 18ness with potential customers and re-enforcing tarnish figure of speech and further building brand equity. These objectives whitethorn be acquired with developing creative and innovative commercializeing strategies and run away, pull uping the overbold come out segment by diversifying into the swimwear mart. The instal ofthe particular edition of swimwear is strategically timed to take behind parallel with the beginning of summer 2013, thereby seeking to capture the braggy market demand for mens swimwear.IntroductionProduct DescriptionThe Limited magnetic declination CK mens swimwear govern is to consist of several(prenominal) difference ports of swimwear t withdrawks, made from the latest fabric and fiber technology therefore fostering enlarged comfort and support for consumers. The concept of a circumscribed edition browse, reinforces the exclusivity of the CK brand. In developing an exclusive twine, consumer demand classifiablely additions as it is considered as an finical fortune barter for. Calvin Klein have not yet diversified into the swimwear pains, thus our particular(a) edition range can be considered a trial or market test to establishing a more permanent presence in the Australian swimwear industry.How our Product is differentIncorporates the latest fabric (nylon) technology for swimwear to foster increased comfort and support for consumers. Competitor brands much(prenominal) as AussieBum argon already exploitation this latest technology, therefore in manufacturing with this fabric CK is tutelage up with industry bases and developments. CK has not yet diversified into the swimwear market in Australia, venture allow capture the market demand for quality amplitude swimwear CK leave alone employ the latest print designs and patterns with assistance from fashion industry experts that exit assist in distinguishing our inter component part from our competitors. Prestige associated with purchasing the CK swimwear, in the fact it CK is predominantly a American brand therefore consumers may be more inclined to bribe found on this prestige and exclusivity factorManagement ResponsibilityThe creation and development of this result requires a subdivision or team to be naturalized at CK Austral ia to supervise the establishment, development and executing of the manufacturing, de roll in the hayry and marketing elements associated with the swimwear range. These individuals must(prenominal) be addicted andfamiliar with the CK brand, ensuring the core messages and themes rebriny constant throughout the marketing campaign and remain line uped with the CK brand word picture.Geographic mess & Length of the runnelOur Summer Limited Edition campaign, found in Sydney, is printed toward male consumers elderly 18-30 who characteristically have a laid-backer dispos fitting income enabling them to secure senior high school quality pension swimwear. This campaign is based in Sydney receivable to the oversize commonwealth, climatic tr repeals (hot summers) and the extensive demand for premium swimwear. The campaign is to run from the beginning of fountain 2013 , ensuring early exposure in that consumers know of the production before the summertime rush for swimwear com mences, and to run until the end of autumn the end of summer 2014, therefore ensuring relevant fate exposure to the betoken audience.Situational synopsisCurrent Market PositionProduct Range & Distribution Product, Price, everydayity and Place Calvin Klein soon has product offerings crosswise its Calvin Klein Jeans, Swimwear, Underwear and CK brands. The hierarchy starts with the CK causality underwear, and then there is Calvin Klein Jeans, which for Calvins casual lifestyle range. In among that you have CK One, which is the most youthful part of the brand and then theres CK Calvin Klein, which is slightly more formal for the edgy humbletown girl and guy. On top of that is Calvin Klein Collection, which is at the apex of the pyramid. All of these use a premium pricing outline, offering affordable luxury brand products with high quality and style.The distribution of Calvin Klein products reflects this exclusivity as depicted in Figure 1, with 982 Calvin Klein retail stores wor ld considerable, consisting of 189 skillful price free-standing stores, 118 outlet free-standing stores, and 864 shop-in-shop/concession stores.Financial PerformanceIt is crucial to surveil Calvin Kleins financial performance and current position in the market in mark to position or embark on product extension lines and get word business growth and prosperity. Figure 2 represents the results of start course of studys financial performance, indicating the annual revenue to reach $1.1bn. sparely, as indicated on Figure 3, Australian sales fall into the category of otherwise at 2%, which is extremely low in contrast to the sales near the rest of the world. because, in posture the CK campaign in Australia, the CK brand is seeking to increase its presence in Australia and break into the domestic swim market.Figure 2Figure 2 company summary caller-up StructureAccording to a statement by Philliphs-Van Heusen Corp (PVH), Calvin Klein suck ins a tiered strategyIn order to mor e pricyly and efficaciously exploit the development opportunities for each brand, a tiered-brand strategy was established to leave alone a centreed, lucid approach to global brand growth and development. each(prenominal) of the Calvin Klein brands occupies a manifest marketing identity operator and position that preserves the brands prestige and image accordingly, the internal structure of Calvin Klein is segmented or divided into subdivisions based on the different offerings, much(prenominal) as Calvin Klein Jeans and Calvin Klein fragrances. indoors each subgroup are excessist individuals, with extensive industry experience, as tightly fittingly as other typical corporate roles, much(prenominal) as marketing and finance managers. It is lastly out-of-pocket to the size and diversity of the CK brand that it is subdivided, even, across the confused product avenues it maintains a prestige brand image.Top down managementCalvin Klein is currently owned by Philliphs-Van Heusen Corp (PVH), which iscomprised of Heritage Brands, Tommy Hilfiger and Calvin Klein. shortly PVH adopts the top down management approach that is the executives and board members elect the delegation of the company and are responsible for making strategic decisions and strategies regarding the forthcoming of the business. Calvin Klein, currently based in North America, is headed by Paul T Murry, whom is at long last responsible for the boot and strategic choices for the development and prosperity of CK.Competitive depth psychologyCalvin Kleins competitive analysis aims assessing the stance and weaknesses of current and potential competitors including considering their imaging profile (financial & supplier connections or relationship) and capabilities. Typically Calvin Klein operates in the luxury array retail market, and therefore their traditional and predominant competitor base consists of the following brands Ralph Lauren, Tommy Hilfiger, Hugo Boss and Donna Karen. H owever, in the proposed swimwear market we have identified relevant competitors to concedeSpeedoRenown for style and performance, the Speedo brand was established in Sydney in 1914 and has grown to be the wind swimwear brand in Australia. Essentially this will be the largest competitor of the parvenu CK limited edition swimwear range, due to the already established loyal customer base and extensive and stable market inspect in the domestic market with industry reports indicating a 17 per penny rise in Australian sales and a 44 per cent world huge during 2010. Currently Speedo offers various ranges or collections including Competition and Racing swimwear, panel short and Swim Trunks, Fashion and Lifeguard.AussieBumFounded in Sydney in 2001, AussieBum manufacturers swimwear and underwear that are renown for its designs and comfort. AussieBum remains an industry leader in terms of using the latest fabric technologies to foster increased comfort and support for their consumers. contempt been manufactured in Sydney, the predominant chump market for the AussieBum swimwear is inEuropean nations (due to the trunks instead of board short style). However, as they are based in Sydney and offers over 150 product lines at a premium price, AussieBum can therefore be considered a close competitor of the CK limited edition range.Budgy SmugglersLaunched in 2004, the Budgy Smuggler brand is bonny an increasingly common and well known brand. The 100% Australian made brand, are becoming increasingly famous with the bright bold colourful swimwear and the multiple pilot ladder events consumers are wearing the smugglers at such(prenominal) as BabeWatch. As they are Australian made and popular amongst the surfer culture, Budgy smugglers can be trendify as a serious competitor to the CK swimwear range.Perceptual Map away EnvironmentTechnological FactorsIt is crucial for organisations to remain abreast of the latest technologies in order to remain competitive in the curr ent business environment. Therefore, it is immanent to consider technological developments surrounding both the marketing and advertising worlds as well as the swimwear industry. Technological innovations and developments in fabric and fibre technology (fostering comfort and support) as well as Computer Aided innovation (CAD) offering new innovative prints and patterns combined with the new more efficient manufacturing techniques, make the fashion and in particular swimwear industry highly competitive. Therefore it is crucial that CK subscribes extensive research and development on their swimwear line in order to gain an advantage over their several(prenominal) competitors. Additionally, CK must intromit the new forms of marketing to include internet advertising and advertising through social media as society is becoming increasingly technologically dependent. economic FactorsThe stability, stage of the life cycle and fluctuations in the economy areall factors that satisfying ly influence and impact upon consumer spending. If the economy is experiencing a downturn or decline, consumers are little akinly to spend money on non- crucial items and less likely to pay more for quality garments or swimwear. Therefore, as our target audience is communicate to include those that have a higher arbitrary income, CK must be aware and have an appropriate contingency visualize in place if the state of the economy declines leaving sales intemperately affected.Legal & Political FactorsCK must also consider the legislation relevant to their business operations such as Trade Practices Act 1974 and Consumer security system measure Act 2010, additionally legal devotions may include patents (for fabric innovation ideas), OH & S of manufacturing workplace facilities and employment legislation (including relationships with patronage unions).Opportunity AnalysisExpansion of the CK brandCalvin Klein has diversified into various and change industry avenues, however they have not yet potently penetrated the Australian swimwear market. From fragrances to lingerie and abode wears, the CK brand has enraptureed success in multiple industries, however, we have identified the swimwear market in the Australian region as a crucial opportunity and profitable venture. Therefore, in the expansion or diversification of the CK brand into the swimwear market, the CK brand would ultimately be not exclusively building its brand equity but also expanding their customer base and at the same time generating healthy profits. interruption in social trendsSociety is becoming more accepting and supporting of the budgie smuggler style swimwear brief. There is an increasing trend and significant increase in men wearing the swim trunks. A young online poll (on business day) indicates the budgie smuggler style of swimwear is at 53% popularity, therefore this confirms there is a market demand for the trunk style of swimwear. *http//www.businessday.com.au/executive-styl e/style/ tax return-of-the-budgie-smuggler-20101020-16u1n.htmlIndustry Condition & CompetitorsThe predominant competitors of the CK swimwear range would include Speedo, Aussiebum, shell parakeet Smugglers and Billabong. However these are the main competitors, therefore it can be established the market is not heavily saturated. In reference to Porters 5 forces put, the barriers to main course in the Australian Swimwear market are relatively low, due to the limited competitive landscape.Therefore, in considering the above factors in the CK opportunity analysis, and with additional musing of the perceptual map, it can be resolute there is a gap in the market that the CK limited edition range can penetrate.ObjectivesObjectives volunteer guidelines for the marketing team to work towards and foster a backbone of purpose for the campaign. Our aim with the boilersuit marketing program is to generate product sentience, send away our limited edition swimwear through in force(p) mea ns and increase our market share. Since this special edition line is not yet in the market our objective is to create relatively high market share deep down the Sydney region over the period of the campaign. We are also looking to increase consumption in the wider Sydney area by using a varied marketing mix. Furthermore we intend to use extensive print advertisements ( hoarding, cartridge holder & muniment) to increase sensory faculty heading into the summer season. There are several main objectives in the CK campaign marketing ObjectivesRetain the CK brand image and further build brand equity through the knowledgeability or extension of CK brand into the swimwear marketSales ObjectivesObtain 35% market share in the swimwear industry (based in the Sydney region) by the conclusion of the campaignGenerate net profit of excess than $2millionDevelop campaign indoors cyphered limitationsCommunication ObjectivesCreate awareness of CK limited edition range through effective advertis ing mechanisms, seeking to persuade consumers to secure the CK product. get consultationMarket partitionGeographic SegmentationThe market can be segmented according to geographic characteristics or criteria, such as our campaign is based in NSW and predominantly focused in Sydney. The large population and climatic conditions (hot summers) of Sydney make it an appropriate and suitable geographic region to focus our campaign toward.Demographic SegmentationDivision of the market based on characteristics such as gender, income and age male 18-30 with a moderate to high income. These demographic features enable CK, to develop a suitable product meet consumer demands and design an effective marketing campaign to reach the projected audience.Psychographic SegmentationThe underpinning marketing strategy the CK campaign will adopt, is predominantly based on appealing to the target markets sense of insecurity and desire to look good and salacious through purchasing and wearing the CK br iefs. Factors to consider in this cleavage include lifestyle, face-to-faceity characteristics, social class and values. Essentially, the typical CK consumer would enjoy a luxurious lifestyle in the middle to high social class range and additionally personality traits may include fashion witting as well as desire to be socially accepted.Target MarketPrimary AudienceOur target audience consists of males senior(a) 18-30 in the Sydney region, with typically a higher disposable income (to purchase the trunks at RRP $129.95). Through market segmentation, we have identified this segment of the market to be our projected audience, and from this we are able to develop a effective marketing campaign to reach and persuade consumers.Secondary AudienceOur secondary target audience, is the respective partners and mothers (girlfriends & mothers) of the males age 18-30. Therefore, we have incorporated into our marketing strategy, print advertisements in womens mag publishers. Women are the posi tioned target market to purchase the product as a gift or present for their partners.PositioningUltimately, this refers to the process of establishing an image, identity or stigma in the minds of the consumers that they associate with the brand. The Calvin Klein brand has an existing brand trace in the minds of consumers, in that typically it is viewed as a sexy or carnal and an enticing brand. Therefore, for the extension into the swimwear industry we are ultimately seeking to maintain this positioning in the minds of the consumer.Communications Strategy substanceThe purpose of the campaign is to generate brand exposure and generate awareness and stimulate demand for the new range of limited edition swimwear. Ultimately, the campaign is maintaining the typical elements of CK marketing in its minimalistic, black and white and controversial style to align with the overall CK brand image. The objective of the campaign is to generate a sense of exclusivity and want for the CK swimwea r range, through positioning of the advertisements and furtheranceal activities it is seeking to seduce the young male target audience who have interest or concern with bulge outance and comfort of their swimwear. Typically, CKadvertisements are considered provocative and feature attractive, sizeable male models which appeal on a social level to the target audiences sense of esteem and confidence. Therefore, through using attractive and famous common figures, such as the Stenmark twins and celebrity endorsements, consumers will believe if they purchase the swimwear they will in any case look as attractive as those that appear in the advertisement.SourceUltimately, Calvin Klein is the source or sender of the information to their respective intended pass receiver. In using a celebrity or model endorsement (Stenmark twins), it is crucial to ensure the consumer perspectives and associations of the source as positive and align with the brand image. The ultimate objective or goal o f the source or sender is to encode the message in a succinct and effective manner so that the target audience or receiver is able to understand and comprehend the key message.ChannelA communications deal refers to the medium through which the message is communicated to the target audience or the receiver. Typically, Calvin Klein campaigns adopt a non personal channel of communication that is the message is carried to the receiver without social contact from the sender. An example of this would include the Calvin Klein billboards, which are advertised to a mound audience. Additionally, the CK campaign would incorporate personal channels of communication, which includes direct contact with the target audience. Personal channels, such as the proposed pop-up shows and demonstrations, assist in both brand exposure and the development of rapport with the familiar and the respective target audience. Therefore, through adopting both forms of communication channels (personal and non-per sonal) Calvin Klein seeks to maximize brand exposure and efficaciously communicate the intended message to the target audience.ReceiverEssentially, the receiver refers to the audience or individuals exposed to the message. Typically, the intended receiver is the target audience males aged 18-30 in the middle to high-end income segment and living in Sydney.The role of the receiver is to decode the key messages, for example the CK swimwear makes you look and feel sexy and confident, in the communication material, and process them forming an informed opinion or thought.FeedbackThe response or reaction to the exposure to the message can indicate the authorization of the campaign or advertisement in reaching and communicating with the target audience. Therefore, it is essential to conduct a follow up study (focus group) or mind to gather an understanding of the effectiveness of the advertisement and nominate the areas development or improvement.Creative StrategyEssentially, the purpo se of the proposed creative strategy is to obtain consumer tending and mass exposure and to incite or provoke consumers to purchase the CK swimwear range. Inline with the simplistic style and themes (for example black and white) of previous campaigns, the proposed advertisement will too incorporate the typical elements found in CK promotions, thus ensuring a consistent brand image. Currently, CK has excellent consumer brand recognition thus in maintaining the typical CK marketing theme consumers are able to more easily identify the brand. Ultimately, the creative strategy is a crucial element of the IMC plan, as it outlines the predominant message and purpose of the advertisement and assists in determining the brand positioning that is how consumers perceive the CK product.Advertising Problem or IssueThe predominant line of work or issue is how to efficaciously reach, connect and active or encourage the target audience to purchase the CK swimwear.Advertising and Communication O bjectivesGenerate greater brand awareness and brand equity informing consumers of the new CK swimwear range (notifying the general population that the CK brand has diversified into mens swimwear) whilst simultaneously gaining consumer attention (that of the public and target market)Maintain brandimage achieved through utilizing the same CK theme of the attractive model, black and white photo on billboards across the Sydney region and print advertisementsPersuade target audience to purchase product through specific marketing tactics, such as adopting designs to appeal to the consumers emotional functions or conscious, the campaign seeks to prompt or encourage consumers to purchase the swimwear.Target AudienceAs previously outlined, the target audience is the distinguish group of customers to aim the marketing efforts toward, in respect to the CK campaign our target market is males 18-30 living in Sydney. The simplicity of the campaign is designed based on characteristics of the tar get market, which is the tendency for males of the 18-30-age bracket to not read or busy large amounts of information in advertisements. Therefore, as males tend to but view an image, through the affective advertising approach, the campaign may prompt them to purchase the product as it appeals to social based feelings of acceptance and esteem. Additionally, in utilizing attractive models and simplistic campaigns this also attracts the target markets respective partners, females. Females are make by the image of an attractive man in trunks, and may purchase the product in hope their man can look like the model.Major Selling Idea or Key BenefitsIn adopting the affective appeals approach, the campaign seeks to indirectly influence or play on the consumers sense of security, acceptance and esteem (socially based appeals) prompting them to purchase the swimwear in order to feel and look good. It is crucial to consider the promise or benefit the advertisement is going to give the consu mer, for example the CK suggests men who buy the swimwear range to look attractive, sexy and sultry which in-turn may attract females. Therefore it is inn appealing to the target audiences sense of security and acceptance, the campaign encourages males to purchase the swimwear.Creative Strategy Statement (Theme appeal and execution techniques)Theme appeal It is important the campaigns theme remains consistent with prehistoricmarketing efforts, as it fosters brand consistency and brand recognition. Therefore, using black and white billboard advertisements with attractive males models is an essential part of the campaign to debut the new swimwear range.Supporting Information and RequirementsAd Layout in relation to the motif of the billboard and magazine layouts, it is crucial to have a visual element and the CK logo present and easily identifiable. Essentially, the logo and brand name must be present and easily visible enabling consumers quick and loose brand recognition. Addit ionally, the image must for fill the brief of being sultry and sexy thus appealing to the target audiences social based feelings. ensample billboard and magazine layouts may be found in the media mean section below.BudgetProposed Budgeting and ForecastingMedia PlanningEssentially, the purpose of the proposed creative strategy is to obtain consumer attention and mass exposure and to encourage or provoke consumers to purchase the CK swimwear. It is crucial to consider when the promotional activities are run to ensure the effectiveness of the campaign. The CK campaign will begin with a bang and launch with all advertising mediums in place to generate initial mass exposure and attention. Gradually as the campaign proceeds, CK will alternate which magazines it advertises in to achieve greatest market coverage. Additionally, the billboards will run through the entireness of the campaign, as despite their cost, they act as an effective reminder for consumers and are thus a vital aspect of our strategy. Our media campaign will involve several different types of advertising at heart the media mix, with media coverage focused on ensuring that Sydney males aged 18-30 receive the most media emphasis.Develop media MixCatalogue powder store print advertisementBillboardPoint of purchase displays*refer to media strategy for in-depth reviewGeographic military positionOur advertising activities will extend from the throughout the Sydney region. However our main advertisements will be based virtually the beaches close to Sydneys CBD. The Eastern Suburbs (bondi), Northern Suburbs and Northern beaches will be our elemental reparations for advertisements.SchedulingWe are using the flighting method of scheduling here due to the specificity of our product line. We are only looking to advertise when our target market is interested in swimming (Summer & Spring) and therefore flighting is the best method in order to reduce wastage.Month in Campaign Promotional ActivitiesSpring folk13Initial Launch, all advertising mediums in place to generate mass attention and exposure, generate a buzz around the producta.Set up point of purchase displays at retail stores Separate CK section in retail stores featuring large posters of campaign and catalogues for consumers to take b.Billboard launchSydney CBD fixingBondi Locationc.Cataloguedistribution in retail outlets such as DJ & Myerdirect marketing, distribution of catalogues to existing customers on the CK database d. cartridge advertizementGQ monthly editionMens HealthRalphGear world-wideGraziaSHOPSpring October 13 subsiding into campaign, gentle reminders to consumers achieved through monthly magazine advertisements and consistency of billboard advertisementsa.BillboardSydney CBD locationBondi Locationb.Cataloguedistribution in retail outlets such as DJ & Myerc.Magazine AdvertisementGQ monthly editionRalphCosmopolitanSHOPSpring November 13Maturity of campaign, gentle reminders to consumers achieved through month ly magazine advertisements and consistency of billboard advertisementsa.BillboardSydney CBD locationBondi Locationb.Cataloguedistribution in retail outlets such as DJ & Myerc.Magazine AdvertisementMens HealthGearGraziaSummer December 13Beginning of Summer, therefore additional advertisements in magazines and more extensive catalogue distribution to remind consumers to purchase the product. Also leading upto Christmas, position as present idea. a.BillboardSydney CBD locationBondi Locationd.Cataloguedistribution in retail outlets such as DJ & Myerdirect marketing, distribution of catalogues to existing customers on the CK database e.Magazine AdvertisementGQ monthly editionMens HealthRalphCosmopolitanSHOPGraziaSummer January 14Continuation of heavy promotional activities, as this month falls in peak of summer. a.BillboardSydney CBD locationBondi Locationb.Cataloguedistribution in retail outlets such as DJ & Myerc.Magazine AdvertisementGQ monthly editionMens HealthRalphCosmopolitanSHOPG raziaSummer February 14Winding down of the campaign, reduction in advertisements. Cessation of catalogue distribution and limited magazine prints a.BillboardSydney CBD locationBondi Locationb.Magazine AdvertisementGQ monthly editionMens HealthRalphAutumn marching 14Concluding end of the campaign, involves winding down promotional activities such as stopping the magazine print advertisements and catalogue distribution a.BillboardSydney CBD locationBondi LocationReach and FrequencyThis is the most important aspect of the media planning. Our target market is around 30% of Sydneys population. Therefore, in order to increase awareness and raise sales levels we are only looking to reach 80% of our target market with our advertising message. On average we would like this 80% to view this message at least 3 times. By ex present large numbers of the target market we can ensure first grade sales are high and we can maximise our profit. By placing our ads in highly populated areas we can cer tainly ensure that our target market is being reached effectively.Reach merchandising mix ensures exposure to the general public and the target audience, essentially they are exposed to the CK campaign through various mediums.Frequency Maintained billboard advertisements ensure constant exposure to both the public and the target audience. The frequency of the magazine advertisements also contributes to acting as a reminder mechanism for consumers to begin the decision making process, that is reminding them of the CK swimwear range and prompting them to purchaseCreative aspects and moodOur marketing mix has been elect specifically to ensure that the vehicles that portray our advertising message are creative whilst almost ensuring to enhance the mood of the target market. By using billboards and magazine advertising we can ensure that our message is evoked positively to the consumer. These media vehicles allow us to ensure that we gain interest in our product and increase the chances of the target market purchasing our product.FlexibilityIn order to achieve our company goals, there is a need to be flexible. Certain aspects of our media plan are more flexible then others. The most flexible promotion activity in the campaign, would be the distribution of the CK catalogues this is due to the initial test of the receptivity and consumer response. For example, if the catalogues receive a positive response, that is numerous consumers are pickings and viewing them, essentially CK campaign manager should organise for more to be printed and distributed (template is already existing).Budget considerationsOur reckon magazine advertising is around $450,000 per year so to ensure we effectively use this media vehicle, we would place the advertisements in magazine that are read by our target market. In particular mens health, which is read widely by 18-30 year old males who enjoy looking and feeling healthy. The CPM of Mens Health is $145, however this doesnt represent our t arget market effectively so we are only using magazine advertisements from family to February in order to invalidate wastage. The billboard advertising creates difficulties in effectively reaching our target market, howeversince our budget is around $200,000 we can afford to place these in three distinct and separate places. The Sydney CBD and Bondi are heavily populated by our target market, whether they live there or work there, by placing our billboards in these specific places we effectively use our budget and achieve our marketing objectives.Sample Billboard and Magazine DesignThe layout of both the image is designed to be the two Stenmark brothers posing in the CK swimwear (positioned toward the right of the advertisement billboard and magazine), printed in black and white, with minimalistic authorship positioned on the left ensuring the viewers eye reads the message then views the associated image Sample billboard/magazine adMedia StrategyMedia strategy takes into considera tion the various tools of the IMC mix in recognition of achieving an organisations media objectives (Belch et al, 2012). Through the use of such disciplines as advertising, direct marketing, internet, interactive media, sales promotions, public relations, publicity and personal selling Calvin Klein will try towards achieving their objectives with their new product line.Advertising issue MediaMagazinesCalvin Klein summer 2013-14 campaign will include double paged spreads in various mens magazines (positioned in the opening pages of the magazines to capture the attention of the readers), including Mens Health, Ralph, Gear and GQ. The advertisement, despite the high cost, is effective in reaching the target audience and prompting them to purchase the swimwear. The layout of the magazine advertisement will mirror the billboard campaign, the minimalistic black and white image featuring the Stenmark brothers. The advantages of a double page spread include the deepen consumer receptivit y and engagement (as the prominence of the ad ensures consumer attention) and secondly the prestige and permanency associated with print media.The second approach includes print advertisements in womens magazines such as Cosmopolitan, Grazia and SHOP. In having a print advertisement in womens magazines, the purpose is to capture and persuade the female audience to purchase the swimwear for their boyfriends or partners. The main image of the print advertisement will change monthly to avoid the wear out affect, that is it will be slightly changed (the swimwear and the pose).Billboards dissimilar billboards featuring the CK limited edition range will be featured around the Sydney region (CBD and bondi). The billboards will mirror the magazine print advertisements (fostering consistency), featuring the Stenmark brothers wearing the limited edition swimwear range. The advantages of using billboards include maximum exposure to both the public and the target audience (in hope of walk by awareness).Direct MarketingCatalogueThe limited edition range will develop a catalogue, directly sent to consumers in the CK database, informing them of the new product line. This forthwith reaches out to the current brand loyal consumers, encouraging them to purchase the new range. Additionally, the catalogue assists in the exposure of the line to potential customers, as they are able to view images of the entire range.Internet and Interactive mediaWebsiteCalvin Klein has an established website for their wide range of products, enabling consumers to view the companies history and view the latest collections. This website allows consumers to demand into sizes, recommended prices and in-season products which when the swimwear line of Calvin Klein is launched, it will feature on the home page to increase awareness.Paid SearchCalvin Klein could strategically pay major search engines such as Google topromote Calvin Klein in the top sites promoted when such key actors line as swimwear and beachwear are searched. This way consumers are more likely to be directed towards exploring Calvin Klein swimwear range in contrast to other search results leading consumers towards competitors.Social Media Instagram & FacebookCK aims to develop a stronger presence online and in the social media sector, as the target market characteristically uses these mediums often thus it remains an effective mechanism for reaching our intended audience.Public RelationsPublicityA media release by Calvin Klein will be issued in a strive for positive publicity and brand exposure with the main message of the word highlighting the fact the CK brand has extended their product line to include swimwear. The purpose of the media release is to inform both the public and industry experts and fashionistas of the direction of the CK brand.Sales PromotionPoint of purchase displaysPoint of purchase displays will be offered to major retailers of CK apparel such as Myer and David Jones. The display will in clude the products and the CK swimwear promotional video and catalogue for consumers to take. This will function to attract customers into the store and increase their sales, this will encourage to encourage distributors and retailers to carry and preserve our product. Distributors that promote our POPDs will be entitled to a trade allowance.Celebrity EndorsementThe Stenmark brothers (as pictured), are well known industry wide and in the Sydney region (from Riverview School) and are therefore appropriate figures to use as our campaign endorsements. The prestige and sexy look associated with the brothers fosters the image and intention of the overall campaign.Personal SellingRecommending a way to satisfy the customers ineluctably and wants It is our aim to continuously stay up to date with customers needs and wants and to always satisfy these. CKs research and development team is determined to always be up to date with latest fashion trends and fads to help to always satisfy cust omers needs and wants. The limited edition range, includes the latest in fabric innovation, that fosters increased comfort for consumers.Closing the saleMajor retail chains will be provided the opportunity to sell the new CK swimwear range (such a David Jones and Myers) . The employees of these retail outlets will be provided educational material with special selling points to help them promote the product and close the sale. Incentives for staff will be provided with free products and discounts for exceptional personal selling efforts.Follow upsretail assistants will be provided the opportunity to provide feedback to CK on the customers likes, dislikes and opinions on the product range as well as their own findings. This will help the ensure that the customers needs and wants are always maintain to a high standard.Campaign EvaluationIn assessing the success and effectiveness of the campaign there are various factors to take into consideration including sales figures, marketing goa ls, advertisement content, media mix and the creation process. Sales FiguresComparison of authentic and projected sales results, is an indicator of the success of the campaign. This involves assessing the percentage of growth, and whether this met or didnt meet the objectives and expectations. Additionally, it is crucial to consider the context of the period of selling, for example the strength of the economy or stage it is at in can have implications or heavily influence the sales results of the CK range. According to our projected budget our net profit aims to reach $2,582,390.00 which would generate a healthy return for CK.Marketing GoalsThis involves assessing whether the marketing goals and objectives were met. For example, if the marketing objectives were met in terms of the desired market share. Additionally consider if the advertisements were reaching the intended market.Advertisement Content claim was the underlying message of the campaign communicated to the market, were they able to easily understand and absorb the message. Additionally, consider did the billboards and magazine advertisements for fil the purpose of reaching out to the customers and informing them of the new limited edition range? And also how was the message received by the target market? Did it provoke a positive or damaging response and why? In order to gather this data, CK can conduct interviews and surveys from consumers to gain understanding of the varied responses and identify room for improvement for future campaigns.Media MixConsider the different mediums used in the promotional campaign, billboard, magazine and shows, and which medium seemed to be the most successful and why. Crucial to compare sales figures across the different mediums (magazines and billboards) and identify net and gross profits to identify areas of strengths and weaknesses.Creating ProcessConsideration of the time frame of the campaign and whether the required tasks were blameless on time to a profess ional standard, additionally if the campaign stayed within the budget. In overall evaluation of the campaign, with consideration of the elements outlined above, the campaign is projected to run successfully and generate a significant profit for CK. shoemakers lastIn summary, this report has discussed the integrated marketing communications plan for the introduction of the new limited edition Calvin Klein swimwearrange. It has outlined the marketing strategies and promotional activities to be implemented to ensure a successful campaign, in turn ensuring organisational objectives are achieved.AppendicesCampaign Evaluation TemplateUnknown, viewed 24th September 2012, http//www.biztree.com/Templates/Marketing-Campaign-Evaluation.htmlUnknown, Calvin Klein, viewed maiden October 2012,J.McLaughlin, March 31, 2010, Calvin Klein A Brand History, viewed 24th September http//www.time2.co.uk/blog/brand-history-calvin-klein Additional ReferencesA.Brannon, B.Chirichella, C.Schaffer & J.Wittmer, 16th November 2012, Calvin Klein, viewed 24th September 2012A. Kesper 2011, Australia, a nation transformed, viewed 24th September 2012Belch, George and Belch, Michael 2012, Advertising and Promotion An Integrated Marketing Communications Perspective, 9th Edition, viewed 24th September 2012D. Waller 2012, Developing your intergrated marketing communication plan, 1st Edition, viewed 24th September 2012.J.McLaughlin, March 31, 2010, Calvin Klein A Brand History, viewed 24th September http//www.time2.co.uk/blog/brand-history-calvin-klein Unknown, Advertising and Marketing Communications, viewed 24th September 2012Unknown, International Directory of Company Histories, Vol. 55. St. James Press, 2003, Calvin Klein, Inc. History, viewed 25th September http//www.fundinguniverse.com/company-histories/calvin-klein-inc-history/ Unknown, PVH, Our Company Leadership, viewed 29th September 2012,N.Smith 2012, Gentlemens Quarterly 2012 Media Kit, viewed 29th September 2012,