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#hartt campaign- media plan


History • Carhartt Work In Progress (Carhartt WIP) is the avant-garde way of living the Carhartt brand, reshaping the outstanding Carhartt legacy. In 1889, Hamilton Carhartt founded the Carhartt company in Detroit. His first products were work overalls made of denim fabric and duck, commonly called canvas.


History • This later became Carhartt´s trademark fabric. Since the early years the brand became dedicated to providing “Best In Class” apparel, tailored to meet the highest standards of quality, durability and comfort.


History • Carhartt Work In Progress is not only known for being a reliable supplier of admired textiles but also for its dedicated support of artists, musicians, and riders. Since its very beginning, Work in Progress has closely involved Carhartt with the European skateboarding and BMX scene, aiding in showcasing the scene’s cultural diversity and creativity.


*Products*


Outerwear • Carhartt is known for their durable outerwear, but with WIP more fashionable trends are showcased through patterns.


Pants • Camouflage is shown here to showcase the patterns being used in WIP.


Accessories Carhartt’s beanie has been one of the most popular items in their collections. It has been seen on many celebrities and has really put their logo into the forefront of the public’s eye.


Women’s • Women have never really looked at Carhartt as an option for style, now they can.


Target Market


Target Market • There is a brand that is almost unheard of by 90% of Americans-this brand is Carhartt Work in Progress. Carhartt Work in Progress is a brand that can become very popular and a front runner in the young and hip, warm indoor and outdoor clothing markets through a focus in outerwear.


Target Market • The market is currently split into three parts. The first being the fashionable expensive brands that focus on a high income market, the second is the street-wear market that focuses on a young target willing to spend more for style, and the last the is the average consumer just wanting outerwear mainly for comfort.


Competitors • Stussy: Private clothing company started in 1980 by Shawn Stussy in Orange County California. The brand is one of many that benefited from surfwear trends and culture.


Competitors • Supreme: Became the embodiment of the downtown culture, constantly re-inventing it. Skaters, punks, hip hop heads all gravitated towards Supreme. Over its 19 year history Supreme has worked with some of the most talented artists, designers, photographers and musicians all who have helped shape the urban brand.


Competitors • North Face: The North Face has a very large market share on the outerwear market and is worn by many different markets, whereas the other two competitors serve more niche markets.


Market Share 2010


SWOT • Strengths: -Attractive to multiple

markets

– Never been advertised and marketed heavily – Multiple options for focus (outerwear, pants, accessories) – Considered hip by many possible spokesmen/women – Background always confirms legitimacy/quality

Weaknesses:

-May be difficult capitalizing on multiple markets without losing one or the other -Fairly unknown in outerwear or street-wear markets -Little market share/no market share in outerwear, and little market share in street-wear (from basic market understandings)


SWOT • Opportunities: -Expand into shoe-wear, outdoor accessories - Sponsoring certain activities such as Red Bull and the air races. -Celebrity Endorsements -Advertising/Marketing on a heavy level

Threats:

-Loss of current Carhartt (Work-wear) market -Loss of “hip” aesthetic with too much marketing and advertising -Too many collaborations can take away from brand personality -Certain hopeful clients may not accept payments for advertisement space


Marketing Objectives • To capture a large portion of the 18-34 market through creative advertisements and marketing. • The main target in the market will be outerwear and also the casual wear market.


Marketing Objectives • Attract the attention of the more main stream market through ads during primetime television, ESPN the magazine, and OOH Billboards. • Attract the attention of loyal street-wear customers through online advertisements, and magazine advertisements in COMPLEX etc.


Media Objectives • Within 2014 with a budget of $10,000,000 Carhartt WIP plans on accomplishing its marketing objectives through advertisements. • The mediums in which display the creative advertisements will be television, print (magazines), and OOH.


Geography • Television: Advertisements will be shown during primetime and be shown nationally. • Magazines: Both ESPN and COMPLEX the two main magazine clients are national with a major following in NY and LA.


Seasonality • Television: Primetime television commercials will take place during the late winter to prepare customers for the spring. • Magazines: Complex will run year round, and ESPN will run ads during the late winter to December.


Media Strategies • Targeting the main stream market will be done by heavily advertising through primetime television advertisements and ESPN advertisements. • In order to maintain street-wear following steady advertisements will be done throughout the year in COMPLEX.


Media Mix


Flow Chart Media Plan January

February

March

April

May

June

July

August

September

October

November

December

TRPs

Ins

Cost

Media

Target

Television (Prime Time)

18-34

ESPN Magazine

18-34

$2,507,556

Complex Magazine (Cover)

18-34

$1,081,212

Complex Magazine (Page)

18-34

$661,392

Total

1

6

15

22

29

5

12

19

26

5

12

19

26

2

9

16

23

30

7

14

21

28

4

11

18

25

2

9

16

23

30

6

13

20

27

3

10

17

24

1

8

15

22

29

5

12

19

26

3

10

17

24

#####

$5,060,000


Opportunity: Complex Website


Magzine Total

MTV $1,200,000 Complex $435,651 $435,651 $435,651 $435,651 ESPN $626,889 $626,889 $626,889 $626,889 $9,310,160 $5,862,540 $1,322,540 $1,062,540 $1,062,540

Financial Statement

Television

Magzine Total

Media Quarter 1 Quarter 2 Quarter 3 Quarter 4 ESPN $1,200,000 $260,000 NBC $1,200,000 ABC $1,200,000 MTV $1,200,000 Complex $435,651 $435,651 $435,651 $435,651 ESPN $626,889 $626,889 $626,889 $626,889 $9,310,160 $5,862,540 $1,322,540 $1,062,540 $1,062,540


Summary • To sum it up with a budget of $10,000,000 in 2014, Carhartt WIP can come to the forefront of the outerwear market through these means of advertising. • Television: Prime Time • Magazine: Complex, ESPN • Possibly Interactive Advertising


Bibliography • Bibliography • “History”. Carhartt Work In Progress, 2013. http://www.carhartt-wip.com/history • Thompson, Derek. “How Teenagers Spend Money”. The Atlantic, April 2013. • http://www.theatlantic.com/business/archive/2013/04/how-teenagers-spend-money/274949/ (12 Apr. 2013)

• Thompson, Derek. “Your Day in a Chart: 10 Cool Facts About How Americans Spend Our Time”. The Atlantic, June 2012. http://www.theatlantic.com/business/archive/2012/06/your-day-in-a-chart-10-cool-facts-about-how-am (25 Jun. 2012) • “About Us”. Carhartt, 2013. http://www.carhartt.com/webapp/wcs/stores/servlet/AboutUsView?

langId=-1&storeId=&catalogId


Bibliography • “About”. Supreme, 2013. http://www.supremenewyork.com/about • “Stussy”. Wikipedia, 2013. http://en.wikipedia.org/wiki/Stussy • “Fall 2012 Product, Apparel and Accessories, Men’s Clothing Summary”. MRI Plus 2012. http://ureporter.mriplusonline.com/selectdemo.asp • “Carhartt Inc. Company Information”. Hoovers, 2013. http://www.hoovers.com/companyinformation/cs/company-profile.Carhartt_Inc.1e4419c76b7f54e7.html#?


Bibliography

• “Fall 2012 Media”. MRI Plus, 2012. http://ureporter.mriplusonline.com/selectdemo.a

• “Complex Media Inc”. SRDS, 2013. http://next.srds.com.emils.lib.colum.edu/nmp/dat • “ESPN The Magazine”. SRDS,2013. http://next.srds.com.emils.lib.colum.edu/nmp /datacard/show/5053

Carhartt WIP Media Plan