RUNNING HEADER: IMC Strategy for Canada Goose
IMC Strategy for Canada Goose
Name
Instructor
Course
Date
,IMC Strategy for Canada Goose
Table of Contents
Executive Summary............................................................................................................3
Background Information.....................................................................................................3
Values...........................................................................................................................................4
Authenticity...................................................................................................................................4
Corporate Social Responsibility.....................................................................................................4
Passion, Innovation and Relentlessness........................................................................................5
People...........................................................................................................................................5
Creating Shareholder Value...........................................................................................................5
Entrepreneurship..........................................................................................................................5
Proudly Made in Canada...............................................................................................................5
Products and Services...................................................................................................................5
Financial Statistics........................................................................................................................6
Competition.................................................................................................................................7
Current Marketing Strategies.......................................................................................................8
Target Market....................................................................................................................8
Background Information...............................................................................................................9
SWOT Analysis..................................................................................................................10
Campaign Objectives and Strategies.................................................................................12
Objectives...................................................................................................................................12
Strategies...................................................................................................................................12
Creative Brief....................................................................................................................15
Tactics........................................................................................................................................15
Target Audience.........................................................................................................................15
Product Positioning....................................................................................................................16
Integrated Creative Strategy Statement.....................................................................................16
Creative Considerations..............................................................................................................16
Creative Execution............................................................................................................16
Media Objectives and Strategies.......................................................................................17
Objectives...................................................................................................................................17
Strategies...................................................................................................................................17
Tactics........................................................................................................................................17
Media Flow Chart.............................................................................................................18
Public Relations Strategies and Tactics.............................................................................18
Objectives...................................................................................................................................18
Strategies...................................................................................................................................18
Tactics........................................................................................................................................19
Direct Marketing Plan.......................................................................................................19
Objectives...................................................................................................................................19
Tactics........................................................................................................................................19
Sales Promotion Plan........................................................................................................20
Objectives...................................................................................................................................20
Tactics........................................................................................................................................20
Measurement and Evaluation Plan...................................................................................20
Conclusion........................................................................................................................21
, IMC Strategy for Canada Goose
References.......................................................................................................................21
Executive Summary
This paper presents an Integrated Marketing Communication plan for Canada Goose. The
plan is specifically designed for a target audience of 16 – 25 year olds. This demographic is
tech savvy and always prefers new media over traditional media. As such, this plan has been
designed to take advantage of social media platforms to increase the company’s brand
awareness to over 60% in the first 6 months and increase online sales from existing 11% in
2018 to 20% in 2020. It develops a direct marketing, public relations, creative media, and
direct marketing penetration plan that includes objectives, tactics, and strategies that will be
employed to achieve the numbers outlined above.
Background Information
Canada Goose is a luxury jacket company based in Ontario. Founded in 1957 by Sam Tick, a
Jewish-Polish Immigrant, the company first went by the name Metro Sportswear Ltd. before
David Reiss became CEO and changed its name to Snow Goose and then Canada Goose.
Initially the company focused on producing functional wear for the outdoors during the cold
season. The target customer base was mainly police officers, municipal workers, correctional
facility workers, environmentalists, and Canadian rangers. As highlighted by this target
market, Canada Goose was a working class brand. It produced functional cold weather
jackets for working people. However, in recent times, particularly after Reiss rose to CEO
and Dani Reiss, the company has shifted from a primarily working class company to a luxury
brand. Accordingly, its target customer base has extended beyond Canada and beyond
working people into Celebrities, film crews, movie stars, and the elite.
Since David Reiss acquired majority share in the company in 1985, the company’s value has
increased by over 4000%. This exponential growth can be attributed to the company’s change
of business strategy. To begin with, after Reiss took over, the company began to produce
apparel in its own Brand, then Snow Goose. In the early 1990s Reiss expanded the
company’s market to Europe under the brand name Canada Goose (snow goose was already
being used). Thus began the expansion of the company’s target market. This increase the
company’s revenue by over $3million by 1995. In 2001, Reiss’ son Dani Reiss took over as
CEO and continued the expansion work began by his father. By 2008 the company’s revenue
reached $17.5million (Canada Goose, 2018). This was mainly because of sales in Europe,
particularly Scandinavia and Canada. The celebrity endorsements of the parker jackets
IMC Strategy for Canada Goose
Name
Instructor
Course
Date
,IMC Strategy for Canada Goose
Table of Contents
Executive Summary............................................................................................................3
Background Information.....................................................................................................3
Values...........................................................................................................................................4
Authenticity...................................................................................................................................4
Corporate Social Responsibility.....................................................................................................4
Passion, Innovation and Relentlessness........................................................................................5
People...........................................................................................................................................5
Creating Shareholder Value...........................................................................................................5
Entrepreneurship..........................................................................................................................5
Proudly Made in Canada...............................................................................................................5
Products and Services...................................................................................................................5
Financial Statistics........................................................................................................................6
Competition.................................................................................................................................7
Current Marketing Strategies.......................................................................................................8
Target Market....................................................................................................................8
Background Information...............................................................................................................9
SWOT Analysis..................................................................................................................10
Campaign Objectives and Strategies.................................................................................12
Objectives...................................................................................................................................12
Strategies...................................................................................................................................12
Creative Brief....................................................................................................................15
Tactics........................................................................................................................................15
Target Audience.........................................................................................................................15
Product Positioning....................................................................................................................16
Integrated Creative Strategy Statement.....................................................................................16
Creative Considerations..............................................................................................................16
Creative Execution............................................................................................................16
Media Objectives and Strategies.......................................................................................17
Objectives...................................................................................................................................17
Strategies...................................................................................................................................17
Tactics........................................................................................................................................17
Media Flow Chart.............................................................................................................18
Public Relations Strategies and Tactics.............................................................................18
Objectives...................................................................................................................................18
Strategies...................................................................................................................................18
Tactics........................................................................................................................................19
Direct Marketing Plan.......................................................................................................19
Objectives...................................................................................................................................19
Tactics........................................................................................................................................19
Sales Promotion Plan........................................................................................................20
Objectives...................................................................................................................................20
Tactics........................................................................................................................................20
Measurement and Evaluation Plan...................................................................................20
Conclusion........................................................................................................................21
, IMC Strategy for Canada Goose
References.......................................................................................................................21
Executive Summary
This paper presents an Integrated Marketing Communication plan for Canada Goose. The
plan is specifically designed for a target audience of 16 – 25 year olds. This demographic is
tech savvy and always prefers new media over traditional media. As such, this plan has been
designed to take advantage of social media platforms to increase the company’s brand
awareness to over 60% in the first 6 months and increase online sales from existing 11% in
2018 to 20% in 2020. It develops a direct marketing, public relations, creative media, and
direct marketing penetration plan that includes objectives, tactics, and strategies that will be
employed to achieve the numbers outlined above.
Background Information
Canada Goose is a luxury jacket company based in Ontario. Founded in 1957 by Sam Tick, a
Jewish-Polish Immigrant, the company first went by the name Metro Sportswear Ltd. before
David Reiss became CEO and changed its name to Snow Goose and then Canada Goose.
Initially the company focused on producing functional wear for the outdoors during the cold
season. The target customer base was mainly police officers, municipal workers, correctional
facility workers, environmentalists, and Canadian rangers. As highlighted by this target
market, Canada Goose was a working class brand. It produced functional cold weather
jackets for working people. However, in recent times, particularly after Reiss rose to CEO
and Dani Reiss, the company has shifted from a primarily working class company to a luxury
brand. Accordingly, its target customer base has extended beyond Canada and beyond
working people into Celebrities, film crews, movie stars, and the elite.
Since David Reiss acquired majority share in the company in 1985, the company’s value has
increased by over 4000%. This exponential growth can be attributed to the company’s change
of business strategy. To begin with, after Reiss took over, the company began to produce
apparel in its own Brand, then Snow Goose. In the early 1990s Reiss expanded the
company’s market to Europe under the brand name Canada Goose (snow goose was already
being used). Thus began the expansion of the company’s target market. This increase the
company’s revenue by over $3million by 1995. In 2001, Reiss’ son Dani Reiss took over as
CEO and continued the expansion work began by his father. By 2008 the company’s revenue
reached $17.5million (Canada Goose, 2018). This was mainly because of sales in Europe,
particularly Scandinavia and Canada. The celebrity endorsements of the parker jackets
