Marketing Communications
1. Executive Summary
This report analyses Skechers Shape-Ups and how they should market their campaign in order to be successful and profitable.
It involves integrated marketing communications and this theory and background enables Shape-Ups to be marketed.
A number of reliable sources have been used in the aid of preparation for this essay, such as:
Accurate journal articles
Valuable internet resources
Skechers annual report for 2009
Integrated Marketing Communications by
David Pickton and Dr. Amanda Broderick
2. Contents List
Contents List Page Numbers
1. Executive Summary 2
2. Contents Page 3
3. Introduction 4
4. Method 5
5. Situational Analysis
6. Opportunities
7. Target Audience
8. Objectives
9. Strategy
9.1 Tactics
10. Conclusion and Recommendations
11. References
3. Introduction
Skechers Shape-Ups describes their product as “…Stylish footwear for men and women who want to incorporate fitness into their daily lives.” Shape-Ups aim is to help promote weight loss, tone muscles, improve posture and reduce joint stress.
Skechers are an American shoe company, based in California, who were founded in 1992 by the same owner of LA Gear, Robert Greenberg. Before diversifying into sports and training shoes, Skechers were specialists of utility boots and skate shoes. The Skechers company brand includes Skechers Sport, Skechers USA, Active, Cali, Shape-Ups, Skechers work and Skechers kids. 4,698 employees work with Skechers in 193 locations worldwide. Since 1992, Skechers have generated a huge revenue and income with their 2009 figure of revenue being $1.4 billion and income $55 million (in US Dollars.)
However, new entrants into the footwear market and...