ivy park & wearable technology
recap integrated marketing & communications report
aims & objectives
Develop a new line of wearable tech products
Gain a competitive edge within the athleisure market.
Drive extra profits and sales for Ivy Park.
Compile an engaging promotional campaign.
Appeal primarily to the UK market, with the opportunity to also launch in the US and Australia.
timeline Monday 14th August Continue with the marketing report draft. Â Monday 21st August Finalise the marketing report in InDesign and edit the content. Complete the remaining chapters for the assisting report. Monday 28th August Compile an illustrative report in InDesign for the supporting document. Send both the assisting report and marketing strategy to print.
 Monday 4th September Start and finish the supporting posters.
 Monday 11th September Final presentation and hand in.
table of contents
1. Executive Summary 1.1 Introduction 2. Brand Background 2.1 Core Values 2.2 Buying Behaviour 2.3 Target Consumer 2.4 Consumer Profiles 3. Market Analysis 3.1 SWOT 3.2 Brand Positioning 4. Trend Introduction 4.1 Mood-board 4.2 Trend Cartogram
5. Marketing Strategy 5.1 Key Outcomes 5.2 Product 5.3 Price 5.4 Place 5.5 Promotion 6. Logistics 6.1 Campaign Monitoring 6.2 Future 7. Bibliography 7.1 Appendices 7.2 Images
overview…..
research primary vs secondary Store observations Staff interviews Head office contact Athleisure survey Consumer profiling interviews Wgsn/ Lsn global trend reports Marketing theory books Mintel reports Tech websites
22/07/17 10.00A M
Topshop Oxford Circus
development
challenges Adjusting the inDesign draft to the new layout sizing. Balancing tasks for different assessments.
check list Research processes. First draft of the 6000 word report. Image List. Chapters 1-4 of the marketing strategy. Progressive marketing strategy inDesign draft for the content above.
to-do list Finishing remaining marketing strategy text & place into inDesign. Create an inDesign book for the report text. Create the posters. Send the above to print.