Integrated Marketing Communication (IMC)

IMC plan for Tirich Sportswear

Maria Shahid

Syed Zain Turab

Rizwan Ahmed Khan

(EMBA 2K17)
 IMC Plan for Tirich Sportswear
Research:
Before launching the Tirich brand, it is vital to take into consideration the environment around
the business. By looking at Tirich sportswear strengths, weakness, opportunities & threats. We
can further determine influences that can hurt the business, but also those may make the
business successful.

Primary Research:
Strengths:
1. High quality Product
2. Multiple use
3. Location (elite class living access)

Weakness:
4. More expensive than most of the market
5. Comparable price in terms of quality

Opportunities:
1. Potential to reach many age groups
2. Opportunity to expand

Threats:
1. Many local products (ELO, Daraz etc)
2. No established customers

Secondary Research:
It includes the public surveys & interaction with local business chambers / Business review
forum.

Surveys:
Many surveys with potential customers may be planned through social surveys, public
interactions etc.

Chamber of commerce / business review:

By interacting with local business councils will give better picture of the in depth demand and
pro & cons of the sportswear business. As it will give you an opportunity to identify the loop
holes in the primary research.
Goals:
1. To make Tirich a profitable business within the first fiscal year.
2. To make Tirich most popular in domestic market.

Objectives:
1. Profit of at least Rs. 1,000,000 with in fiscal year.
2. Create 80% awareness of Tirich brand among the community.

Business Strategies for a Tirich:

Whether you’re an up-at-dawn runner, a casual hiker, or an leisure fashion sporting goods have
become an integral part of our hobbies and increasingly, our day-to-day routines. Bolstered by
a rising global focus on health and wellness, the sporting goods industry is growing fast. Tirichi
is one of the local clothing brand in Pakistan that is trying to capture the market with its
imported sports wears & apparels.

Analyzing the Market Segment:

Before looking at planning for any brand it is very often determined that the Brand is for which
market segment. As, the Tirchi sportswear apparels shows that it will hit most of the young
generation who are very health conscious or sporty.& Some of the old age as well who now
use to exercise to play sports for their health issue & to remain fit in the old age. so for young
age is nowadays more using the social media & internet as t is easy to search & time effective,
for old age market segment the Tirchi should go for direct marketing or health based marketing
campaign.

Win the game with apps:

By keeping the Tirich brand in view, the owner of the company have limited capital so in that
point of view the less expensive & effective business strategies would be planned to capture
the market. Nowadays apps are the most common way of attracting the consumer attention &
it is not that much expensive as well as compared to high level endorsements & TV
commercials, Beyond the transactional power of an app, brands and retailers gain valuable
information that can be used in a variety of ways, from localized inventory management to in-
store assistance and personalized fitness advice.

Brand with essence:

One of the attraction to give to your customer is to focus on the essence of your brand, the brand without
any essence is like a body without soul, like Nike has the essence of Just do it & Reebok has the essence
of fitness, Trichi should some essence like either the high quality of the product,the comfort level the
consumer will feel wile experiencing the brand,& this essence should reflect through the posts & the
promotions the brand is offering to its customer.

Social Media Strategy:

With the less capital investment it is very difficult for Trichi to go for heavy investment
marketing strategies so social media platform will be the best to use as marketing strategy.fo
this reason first of all the logo of the brand should be graphically adjusted in the Facebook &
Instagram page. Then the products should be shown in the online only not on the Facebook
post or on the page as it looks a bit more local.

PR packages & Vlogs:

Nowadays the online campaign of marketing are hitting the market segments by endorsing the PR
packages to the famous vlogers. People now buy the product after taking & searching reviews online
or through youtube vlogers and mainly locals brands are sending their PR packages to these Vlogers to
give review about their products by using those product, so that could be an option for the marketing
strategy as well, it will show the consumer how actually the product looks like in real.

Celebrity /Event Endorsement:

Sportswear companies also use sponsorship and endorsement to generate brand loyalty and to
cultivate a favorable image for themselves by creating connections between brands and popular
individuals, teams, events, or venues. As celebrity endorsement is s heavy budget option &
with the limits in the capital investment the Tirich brand could not go towards such heavy
budget celebrity or Event endorsement of the international level but in local Tirchi could use
the endorsement by local Gyms or local support event & then promoting it on the social media
as well, as per the current page of the brand on the Facebook doesn’t show any kind of such
promotion or endorsement so it looks like the Brans is not using any kind of promotional or
endorsement activity.

Marketing starts at the end of the line

Here is a common scenario: The product manager develops a product idea, passes it on to
designers and technicians, and right at the end of the line, the marketing department is told to
develop a sales strategy for it. It doesn’t make any sense. Marketing has to be incorporated
much earlier on in the process that is when the product is being developed.

Especially in this social media era, linking product development up with marketing creates
many new opportunities. There are plenty of examples, such as the Swiss watch manufacturer
Omega. The brand offered a special edition of its luxury watches up for sale on Instagram,
selling out within four hours.

Another example is Nike, dedicating products to its athletes and trying to incorporate their
characteristics and special features into the design.

Direct Marketing Using Internet:

The advertising in this industry plays an important role in the creation of brand awareness and
brand image. Major advertising media include television, press, billboards, and the Internet.
However, many sportswear companies are now turning to new forms of integrated marketing
communications to enhance brand awareness and brand image. The major focus is now directed
towards new media and the Internet. Due to the rise of Internet consumption, the market players
are developing online marketing campaigns including online banners, emails and links from
other websites to reach target audiences Other recent online marketing communication
techniques include viral marketing where target consumers with a high social networking
potential are identified and encouraged to pass on the marketing material to other members of
the target population via word of mouth, email or blogging. The sportswear industry is also
looking to take advantage of the rise in popularity of social network sites by developing profiles
within these networks. Tirchi could use all these marketing concepts to hit the target market as
these all strategies are less pricey & effective nowadays in promoting the sportswear.
Timeline:
After defining business objectives and goals we need to incorporate the exact timeline to be
followed in implementing the marketing campaign. Firstly we need to know the competitor we
are having and try to figure out their market share and what sort marketing strategies they are
using for their products. This will give us a direction to which way we will go.

As currently Tirich does not have any significance in the market and many other players do
exist in market such as thesportstore.pk and export left over (elo) which are leading online store
in Pakistan in sports out wears. A marketing campaign which needs to be initiated to have the
awareness about the brand to is the most important business objective at the moment. We need
to have a unique value for the consumers so that they can opt for us.

Platform:
Being a startup, major thing which comes in the way of marketing campaign is the budget. So
with the limited resource, the best possible way for Tirich to launch a marketing campaign is
to go with social media channel. Tirich should start focusing on facebook, instagram and other
platforms by increasing the awareness of their brand.

Target Audience:
Another thing which we need to encounter is the demographics and target audience to whom
we will provide this knowledge. Sports wears are mostly use by the young generation who have
access to the information and can find all the available sources to get hands on experience. So
we will explain all the details of our products on facebook & instagram which will have the
access to the main website through which they can order. Not just the website, consumers can
order their products through direct message. We need to be prompt in the response to any
product and within few minutes order should be booked.

Evaluation:
After making your message clear that we are the new market entrant with best quality sports
wears in best price, now we need to take charge of converting potential customers into
consumers and existing consumers to rebuy from us. To make sure we need to keep on bugging
consumers about our need products. We can get endorsement from the celebrities as well but
to reach at that point we need to make our presence in the market.