CW 1 Research
Week 01 - Week 06
Course Work 01 - Brief
Your assessment consists of coursework:
- An individual marketing presentation on a product of your choice
This component is designed to demonstrate your understanding of the theoretical and practical
concepts introduced in this module.
This 10-credit module requires 300 hours of study in total.
This assignment accounts for 30% of this module’s marks.
RKL2034MAPA: This module will enable you to learn and use a range of concepts and practices from the area of digital marketing and campaigning. You will learn the underpinning principles of market research and its relationship to the marketing mix, techniques for audience and consumer research and how to implement a digital marketing campaign.
You will explore and analyse the art and techniques of the persuasion industries, drawing on a range of academic disciplines including marketing science, psychology and behavioural economics.
You will become familiar with the analysis of contemporary digital promotional campaigns and will work towards the creation of an integrated digital marketing and campaigning project in response to a live brief. You will be required to participate in a simulation that involves some real-world practice. Group work comprises 70% of the assessment for this module.
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Objectives of Presentation
- Demonstrate an understanding of key theoretical concepts underpinning digital marketing and advertising practice.
- Demonstrate an understanding of the principles of market research and consumer behaviour through the development of an effective pitch.
- Provide evidence of effective research and idea development which articulates a clear understanding of working to a creative brief.
- Identify, select and apply appropriate technical craft skills within a range of creative digital media technologies, platforms and media.
- Demonstrate an ability to work collaboratively, planning and managing their own, and their team’s, responsibilities and workloads.
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WEEK 01: 4th January 2021
Choose 1 category only so that you can proceed to decide for a brand.
Category : Fashion
Brand: Vans
CONTENT OF PRESENTATION:
- Background of the brand
- 4 C’s in bullet points
- Swot
- Target Audience
The 4C’s to take not of
Consumer of your product
Cost – Value – price of product
Convenience
Communication
SWOT is for advertising
Internal factor that can be controlled
Strength
Weakness
External factor that can be controlled
Opportunities
Threats
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WEEK 02: 11th January 2021
1.Background of Vans
- Vans was launched on 16th March 1966 in Anaheim, California.
- Van Doren Rubber started selling shoes alongside his brothers to sell footwear.
- Their goal was to create durable and profitable footwear.
- By 1977 Vans had grown popularity amongst California skateboarders
- Skateboarders of California were encouraging Vans to make shoes that were more and more suited to the needs of skateboarders.
History briefly explained:
https://www.youtube.com/watch?v=p5n2x0ox47w&feature=youtu.be
2. About the Product - Vans Old Skool Shoes
- Explain the features and the product
- The first to bare the iconic side stripe
- Has a low-top lace-up silhouette with a durable suede (leather)
canvas upper with padded tongue and lining and Vans signature Waffle Outsole.
- It represents as the first ideal skate shoe for skateboarders.
3. 4 C’s
1. Consumers of your product?
- Skateboarders
- Snowboarders
- Surfers
- Punks
- Hip-Hop heads
- Fashionistas
- Define Target Market or Target Consumer
2. Cost = Value = price of product
- Cost - Cost is to satisfy consumer needs or wants. Giving the
- Value for Customers – Means if the brand is worth for the Customer to spend on.
If they feels they got benefits and services over what they paid.
- Quality – Durability
- Skating need strong shoes
- That is why skaters spend on it
- Stylish for casual wear as well.
- This gives value for the customer as they feel the product is worth for the money
3. Convenience - How does it make your life better?
- You can skate with ease and confidence
- It is made to skate specifically for their needs
- Durability and trust – Don’t have to buy shoes often because it lasts longer
- Available to purchase online and in stores of their preference
- Define convenience for Customers
4.Communication
- By Sponsoring as support for skaters – Creates a good image towards the consumers mind towards a good image
- People became aware of the brand through sponsoring
- Social Media Presence – Instagram: Find out how many followers they have: These followers are potential customers. These people are the target market for your product. The product also gets exposure.
- Customers can interact through sharing posts and commenting.
- Website: Can find the product catalogue and what’s next about vans
- Define the communication (between brand and consumer)
4. SWOT
Define internal environment
Internal environment is made of elements that a brand can control. Such as focusing on the strengths of the brand and decisions taken by the employees of the brand. These are factors that can be controlled by the people working with the brand to make it better.
1.Strength
- Social media to interact
- Old Skools are classic, durable, and have a great design.
- Competitive advantage – The shoe is cheaper and more quality than its competitors
- They’ve been in the market for a long time – Most high selling shoe of all time
2.Weakness
- Can’t wear for official events so people would buy other type of shoe more suitable and fashionable
- Old Skools just are not very comfortable.
- Wearer’s foot, and the tongue often displaces
- The shoes are great for their price, but they do have flaws which hold the shoe back from being perfect.
Define External environment
Even if the external environment occurs outside an organization, it can have a significant influence on its current operations, growth and long-term sustainability. Customers, competition, economy, technology, political and social conditions, and resources are common external factors that influence the organization.
3.Opportunities
- Increased awareness of extreme sports such as skating and surfing
- E commerce – Even if stores are closed the product is still available
4.Threats
- People making rip-offs
- Covid19 is a threat – Closed stores – Less skaters
References
http://blog.schuh.co.uk/vans-old-skool-an-in-depth-guide/
https://www.vans.com.my/oldskool
https://www.vans.com/history.html#1996
https://twproject.com/blog/internal-external-corporate-environmental-factors-project-environment/
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WEEK 03: 18th January 2021
Presentation Deck Order:
Objective
Research methods – research way
Marketing mix
- 4c, 2 points, Description, url
- Swot, Bullet Description, url
Target audience,
- demographic, psychographic
Last slide
- Latest tagline - Proposition of the brand.
Presentation flow
- Why you’re doing the research
- Expectation
- Improve brand recall
- Different types of research approach for different problems
- Example: Consumer behaviour > observational research -
- Psychological > behavioural research - Interview
- Something new > experimental research –
- Platforms used to get your data
- Market research uses marketing questionnaire
- To get answers
- Sample?
- Example: Who will be sampling your audience? For fine art study, it will be for fine art students
- New fashion style? Graphic design
- Make plan to get sample
- To execute the plan and collect the information from samples
- One of the challenges, to get correct information. How?
- The step quite simply states that you need to collect and cite
- Plan
- To information based on research question
- Look for insights.
- Presentation needs to connect the dots and solve the problems of the product or brand
- Make a decision based on market research result
- Advertising and marketing tool
Insights
- To understand the consumer cares for the brand.
- What their motivation to buy the product
- Ethnicity, Gender, Mobility, Age, Disability, Employment Status, location
- Things you can see Physically
- Defines values, personality, lifestyle, opinions and interests of a group of individuals.
Notes:
Elaborate your point in your paragraph
Understand consumer wants and needs
Maximum 3 findings
And citation
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WEEK 04 : 25th January 2021
Objective
The objective of this research is to understand more about “Vans” by analysing the 4C’s, strengths, weaknesses, opportunities, threats and the target Market. By doing so we can understand the brand better. Moreover, this data is vital in order to create a successful marketing strategy towards the target market.Research Approach
This research is based on observing consumer behaviour. It is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services
to satisfy their needs and wants
The data for this research is collected by reading various articles on websites and gathering visual data from google trends. All of these methods help gather necessary evidence for this research on Vans.
https://www.yourarticlelibrary.com/marketing/market-segmentation/consumer-behaviour-meaningdefinition-and-nature-of-consumer-behaviour/32301
Background of Vans
Vans is a footwear manufacturer pursing in designing and creating skateboard shoes and related apparel such as clothing. It was launched on 16th March 1966 in Anaheim, California. By 1977 Vans had grown popularity amongst California skateboarders and had encouraged Vans to make shoes that were more suited to the needs of skateboarders (Vans, 2017).· Launched on 16th March 1966 in Anaheim, California.
· Goal was to create durable and profitable footwear.
· By 1977 Vans had grown popularity amongst California skateboarders
· Skateboarders encouraged Vans to make shoes that were suited to the needs of skateboarders.
· Products : Shoes, Clothing and Accessories
Picture : March 16. The Van Doren Rubber Company
https://www.vans.com/history.html#1966
Website pic: https://www.vans.com.my
History briefly explained:
https://www.vans.com/history.html#Early%201970s
https://www.youtube.com/watch?v=p5n2x0ox47w&feature=youtu.be
Marketing Mix: 4C’s
Consumers
· Comfortable
- The Vans ComfyCush. They feature foam midsoles, padded insoles with added arch support, and one-piece interiors to eliminate seams rubbing on your feet
· Quality and durable
Picture: Comfy Cush: https://www.vans.com.my/old-skool-000d3h.html?color=3530
Quality and Durable: https://www.esquire.com/style/mens-fashion/a13446025/vans-shoes/
Comfortable
https://www.theodysseyonline.com/10-reasons-why-vans-is-great-company
https://www.businessinsider.com/vans-comfy-cush-sneakers-review
http://www.articlesfactory.com/articles/sports/why-vans-skate-shoes-are-so-great.html
Quality and durable
http://www.articlesfactory.com/articles/sports/why-vans-skate-shoes-are-so-great.html
https://www.srishoes.com/blogs/news/why-vans-are-ranked-among-the-top-skating-shoes
https://www.cottonable.com/lifestyle/vans-vs-converse/
Cost
· Fashionable and made for skating. 2 in 1 combo.
· Affordable
Fashionable and made for skating. 2 in 1 combo.
https://improb.com/best-vans-shoes/
https://skateboarding.transworld.net/news/vans-ave-pro-reimagined-by-beatrice-domond/
https://www.skateboardershq.com/are-vans-good-skateboarding-shoes/
Affordable
https://www.marketing91.com/marketing-mix-of-vans-retail/
https://www.theodysseyonline.com/vans-shoes
https://outsons.com/the-history-of-vans-footwear/
Picture: Skate Team https://www.vans.com/skate.html?icn=topnav
Fashionable and made for skating. 2 in 1 combo links: https://www.vans.com/vault-main/frida-kahlo.html
Affordable: https://www.vans.com.my/authentic-000w4n.html?color=3550
https://www.nike.com/my/t/sb-zoom-blazer-low-pro-gt-skate-shoe-ckWK6g/DC7695-002
Convenience
· Available to purchase online and in stores of their preference - (worldwide purchases)
· Shoes are specially made to skate specifically.
Shoes are specially made to skate specifically.
https://www.sneakerfreaker.com/features/the-history-of-vans
https://www.highsnobiety.com/tag/vans/
Available to purchase online and in stores of their preference - (worldwide purchases)
https://outsons.com/the-history-of-vans-footwear/
https://www.vans.com.au/returns/
https://www.highsnobiety.com/tag/vans/
https://www.afterpay.com/en-AU/stores/vans
Picture: Vans HQ https://www.vans.com/history.html#1966
Store: https://tallypress.com/top-10s/top-10-mens-footwear-stores-in-kl-selangor/
Made for skate: https://hypebae.com/2019/3/vans-women-skate-workshops-london
Communication
· Social Media Presence ( 2 way communication)
- Customer feedback on Community fan page created by vans on google+
- Instagram and twitter presence to relate to the fans as a lifestyle
- Vans Bouncing of the walls contest: 60seconds action clips to wash your hands
- #ShoeBoxChallenge : Transform a vans shoe box into something artistic and share it online. Winner gets code to free customized vans
· On Website
- Vans Allows customers to share their stories of vans shoes on their website
- Customers can make their own shoe : vans get feedback from customers in the form of their taste , preferences and design in the customized shoes
Social Media
cas.apiit.edu.my/cas/login?service=http://opac.apiit.edu.my/cgi-bin/koha/opac-user.pl
https://www.forbes.com/sites/simonmainwaring/2020/09/24/purpose-at-work-how-vans-%20%20%20%20%20unlocks-growth-and-impact-through-a-genuine-commitment-to-community/?sh=27ea8b2dff32
https://www.qualitylogoproducts.com/blog/off-the-wall-branding-vans/
On Website
https://econsultancy.com/how-vans-uses-social-media-instagram-vine-google-and-twitter/
https://www.vans.com/customizer.mte-sk8-hi-2-dx.html
Pictures;
Shoe box challenge Picture: https://hypebeast.com/2020/5/vans-off-the-walls-challenge-creative-shoeboxes
Vans insta: https://www.instagram.com/p/CJ_sgdYl8Hq/
Vans Twitter: https://twitter.com/VANS_66
Vans Google+: https://econsultancy.com/how-vans-uses-social-media-instagram-vine-google-and-twitter/
Customs website Picture: https://www.vans.com/customizer.mte-sk8-hi-2-dx.html
http://br.jetss.com/moda_/2018/04/o-novo-tenis-da-vans-mantem-o-estilo-antigo-de-uma-forma-diferente/
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SWOT Analysis
Strengths
· Good sponsorship relationship with athletes such as surfers and skaters to promote vans shoes. + strong partnership with brands like Disney, Star Wars all their shows and movies (Outcome : Attracting more customers through fans)
· Diversity of Designs and sizes (Multiple colours, styles, materials functions and A variety of shoe sizes, Shoes Fit from infants to people with size 16 shoes)
Good sponsorship relationship
https://www.chegg.com/homework-help/vans-masters-communication-skater-shoe-market-people-surfing-chapter-16-problem-1vcqd-solution-9781305176638-exc
https://www.marketing91.com/swot-analysis-of-vans/
Diversity of Designs and sizes
https://www.mbaskool.com/brandguide/lifestyle-and-retail/3573-vans.html
https://medium.com/@rachelrayl_17445/vans-the-go-to-brand-for-rebels-mavericks-and-misfits-bf9c3cfe4524
https://sizees.com/vans/
Pics:
Vans Collaboration with disney: https://www.vans.com/article_detail/nightmare.html
Sponsorship with tony hawk: https://hypebeast.com/2020/4/tony-hawk-vans-partnership-announcement-info
Diverse design: https://www.vans.com.my/men/shoes.html
Weakness
· Focuses only on skateboarding style of clothing.
· Inability to penetrate emerging markets:
Focuses only on skateboarding style of clothing
https://www.mbaskool.com/brandguide/lifestyle-and-retail/3573-vans.html
https://www.essaysauce.com/marketing-essays/vans-footwear-manufacturer-marketing-analysis/
Inability to penetrate emerging markets:
https://www.marketing91.com/swot-analysis-of-vans
https://www.mbaskool.com/brandguide/lifestyle-and-retail/3573-vans.html
pics
skate fashion: https://www.allsole.com/blog/style/buyers-guide/vans-styles-buyers-guide/
Inability to penetrate emerging markets:https://www.marketing91.com/swot-analysis-of-vans/
india: https://www.vans.com/article_detail/girls-skate-india.html
china: http://www.jenkemmag.com/home/wp-content/uploads/2019/07/Extreme_Youth_HED.jpg
Opportunities
· Increased awareness of extreme and outdoor sports worldwide, especially now in Asian countries
· Chunky sneakers are trending worldwide: can tap into this segment to meet the demand, boost sales.
Increased awareness of extreme sports
https://www.marketing91.com/swot-analysis-of-vans/
https://www.grandviewresearch.com/press-release/global-skateboard-market
Chunky sneakers are trending worldwide.
https://www.fashionbeans.com/article/best-chunky-trainers-men/
https://stylecaster.com/2020-sneaker-trends/#slide-5
picture: https://www.vans.com/history.html#1978
awareness of extreme sports: https://www.britannica.com/sports/extreme-sports
chunky shoes: https://www.apetogentleman.com/ugly-chunky-sneakers-men/
Threats
· People making rip-offs - counterfeit vans (note: Fake shoes take a share of the market/ loss of market share for vans)
· Indirect and direct competitors
- Direct: Converse
- Indirect: Nike, Adidas
counterfeit van
https://hongkongfp.com/2017/05/26/chinese-police-bust-factory-making-fake-nike-vans-converse-shoes/
https://www.marketing91.com/swot-analysis-of-vans/
Indirect and direct competitors
https://audiblwav.com/sneaker-showdown-vans-old-skool-vs-converse-chuck-taylor-all-star/
https://whatcompetitors.com/vans/
pic: https://trends.google.com/trends/explore?geo=US&q=%2Fm%2F04kbwy,%2Fm%2F0140d2,%2Fm%2F01jtml
competitors: https://www.adidas.com.my/en/skateboarding-shoes
https://glowsly.com/best-womens-converse-shoes/
Target Audience
Demographics
· Gender: Male & Female
· Age Range: 10 – 24
· Income: Middle to upper class
https://www.essaysauce.com/marketing-essays/vans-footwear-manufacturer-marketing-analysis/#:~:text=Apart%20from%20the%20extreme%20sports,into%20demographic%20and%20psychographic%20segmenting.
https://www.marketing91.com/marketing-mix-of-vans-retail/
pics: https://assets.bwbx.io/images/users/iqjWHBFdfxIU/iwV2ko0Nq5jA/v5/-1x-1.jpg
Psychographics
· Athletes that are engaged in extreme sports (skating, surfing, etc)
· Youths that want to dress Fashionable
Personality: Rebellious, creative, individualism
https://www.vans.co.uk/thewall/sport/why-do-skaters-wear-vans.html
https://skateboarding.transworld.net/news/vans-ave-pro-reimagined-by-beatrice-domond/
https://www.skateboardershq.com/are-vans-good-skateboarding-shoes/
https://www.entrepreneur.com/article/235068#:~:text=Individualism.,can%27t%20blame%20anyone%20else.&text=While%20some%20skaters%20may%20have,a%20driveway%20or%20schoolyard%20alone.
Brand Proposition
The Slogan for Vans is “Off the Walls”. This slogan was inspired by skateboarders skating off the walls. Although with time the slogan has found a deeper meaning.
Vans says the purpose is “to enable creative expression – and inspire youth culture – by celebrating and encouraging the Off the Wall attitude that comes from expressing your true self.”
This is why skateboarders, surfers and fashionable youths are loyal to the brand as they speak for them and relate on an emotional level. Resulting in Vans making sales with happy customers.
https://www.vans.com.au/post/this-is-off-the-wall.html/#:~:text=“Off%20The%20Wall”%20was%20a,the%20style%20of%20their%20sport.
https://improb.com/best-vans-shoes/
https://www.easternsurf.com/news/vans-off-wall/
https://www.astrogrowth.com/blog/vans-mission-statement/
https://www.vans.com.au/post/this-is-off-the-wall.html/
pics: https://wallpaperset.com/w/full/b/a/4/229957.jpg
Thank you
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Presentation Deck
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