Despite Li Ning current tactics enhancing the structure and the profit of the group, the Chairman and CEO hope Lining can be the leading sports brand in China. This report will using the “Integrated Marketing Communications (IMC) RABOSTIC Planning Model” devised by Pickton and Broderick (2005, p.1), which helps to planned, organized and managed marketing communications, the following report will guide the implementation of new methods of contacting target especially the consumers in Hong Kong. To help Li Ning Running enter Hong Kong market, suggestions made in this plan are propose to expand the market and increase profits as all recommended implementations would be undertaken by a competent student volunteer.
This document is a proposed Integrated Marketing Communications (IMC) plan for Li Ning Running Shoes. The plan will provide current budget information and what is presently undertaken in terms of IMC as a foundation for the discussion of what improvements can be made. Integrated Marketing Communication plans are useful for a new phenomenon within the business setup and environment. Schultz, Tannenbaum and Lauterborn (1994) describe the practice of Integrated Marketing Communications as an emerging concept and further argue how its practice can be an effective ‘Magic Bullet’ in allowing companies to gain competitor advantage. What is more, Zvobgo and Melewar (2011) justify that Integrated Marketing Communications is simply the utilization of all elements of the promotional mix to present coherent messages to the customer. 2. Research Li Ning had formed for more than 20 years which were founded by Li Ning, a famous gymnast from China. Li Ning growth has been emphatic and there are currently competing with Nike and Adidas for dominance in Chinese market (Tejomoortula, 2006). Li Ning sports goods had the third biggest market share in China (Mintel Global Navigator, 2010) and Li Ning’s sports shoes had the fourth biggest market share which only stand behind Nike, Adidas, Anta (Mintel, 2014). Although Li Ning had an extremely large scale of stores in China, it draws out from Hong Kong market in 2012 (Appendix 1.8). Recently, Li Ning focuses on five fastest growing sports in China; they are basketball, running, badminton, training and sports life (Li Ning, 2013). The following sections provide detailed information to a selection of the logistics around Li Ning Running, which are directly applicable to the operation, and success, of an integrated marketing communications. The points made have been drawn from the key points in the SWOT Analysis of the organization located in Appendix 1.1 and the PEST Analysis in Appendix 1.2, and further analyzed in the relevant sections. 2.1 Current Promotions Currently the Li Ning Running operate a number of media streams to promote the organization, different media channels are focus to capture all of the potential viewers in the …show more content…
Budgeting
6. Objectives (global awareness)
Based on the financial restrictions of Li Ning Running, the ideals of Li Ning Running and the assumption mention in section 3, a realistic set of communications objectives have been devised to ensure their aims in an effective and efficient manner:
• Wide the awareness of the brand in Hong Kong and build the believe attitude to the brand of potential audiences through digital platforms. The responses and opinions on the platforms can show the degree of popularity of the target audiences. Aims on having a continued increase of the followers of these platforms every year.
• Run successfully marketing events that similar to those they have done in Mainland China. Li Ning Running may take the advantage of some long history events to ensure the participation of the event.
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7. Strategy and Tactics
There are a number of strategic options for Li Ning Running to achieve the objective mention in section 6. By using the analysis of the Ansoff’s matrix, it showed the strategies that Li Ning Running can use in the following …show more content…
(A significant amount of the rental property will show on the first year integrated communication plan.) To set up a flag store is a basic way to communicate with the consumers and customers in an inter-personal way. The staff can promote our brand and products though the face-to-face communication with the customers. At the same time, in the opening of the store, Li Ning Running can attract the customers by the gifts or souvenirs. Nowadays, it is very common that giving some gifts or souvenirs after the customers “like” or “follow” the related digital