The following is an integrated marketing communication (IMC) plan is designed for a technical outdoor clothing company, called Arc’teryx. This plan includes a situation analysis, the IMC objectives and strategy and tactics. This plan will also include assumption, target audiences, Budget and implementation. In addition, a media plan and methods of evaluating the success of this IMC plan are described.
2. Introduction Arc’teryx is a technical high-performance outerwear and equipment company which born in the Canadian Coast mountain wilderness in 1989. It aims pursue perfection on design, craftsmanship and performance with relentless commitment. The driving purpose of Arc’teryx is creating apparel and gear that gives users the confidence to perform at the point of the extreme need. Arc’teryx …show more content…
The company is also developing another product line for fashion which called Arc’teryx Veilance. It is the other market of Arc’teryx that targeted at the urban-lifestyle customer. Only few technical high-performance outerwear brands would develop a market on technical premium urban-lifestyle consumer. 3.4. Financial Analysis (Optional / if any) Arc’teryx improves the business performance with Prophix. The finance team of Arc’teryx started using Prophix’s Corporate Performance Management software to manage their budgeting.
Sale Growth: Amer Sports delivered 8% currency neutral growth and the annual target being 5%.
Operating Profit: Amer Sports delivered 7.3% Earnings before interest and taxes (EBIT) margin and operating profit was highest over. But the long-term EBIT target is at least 10% of net sales.
3.5. Partnership (Optional / if any)
There are 18 partners with Arc’teryx:
1) Park City Power Cats & Heli-Ski
2) International Skyrunning Federation
3) Alpine guides
4) American Mountain-Guides Association
5) British Mountain Guides
6) Canada West Mountain
2. Introduction Arc’teryx is a technical high-performance outerwear and equipment company which born in the Canadian Coast mountain wilderness in 1989. It aims pursue perfection on design, craftsmanship and performance with relentless commitment. The driving purpose of Arc’teryx is creating apparel and gear that gives users the confidence to perform at the point of the extreme need. Arc’teryx …show more content…
The company is also developing another product line for fashion which called Arc’teryx Veilance. It is the other market of Arc’teryx that targeted at the urban-lifestyle customer. Only few technical high-performance outerwear brands would develop a market on technical premium urban-lifestyle consumer. 3.4. Financial Analysis (Optional / if any) Arc’teryx improves the business performance with Prophix. The finance team of Arc’teryx started using Prophix’s Corporate Performance Management software to manage their budgeting.
Sale Growth: Amer Sports delivered 8% currency neutral growth and the annual target being 5%.
Operating Profit: Amer Sports delivered 7.3% Earnings before interest and taxes (EBIT) margin and operating profit was highest over. But the long-term EBIT target is at least 10% of net sales.
3.5. Partnership (Optional / if any)
There are 18 partners with Arc’teryx:
1) Park City Power Cats & Heli-Ski
2) International Skyrunning Federation
3) Alpine guides
4) American Mountain-Guides Association
5) British Mountain Guides
6) Canada West Mountain