Live It Up!: An integrated marketing communications campaign for Lee

• Main Author: Chan, Paul Norman F.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18058
• Institution: De La Salle University

The jeans industry in the Philippines continues to grow as jeans has become a staple clothing all over the world. Jeans has become a statement, a fashion identity for most people and it is something everyone has. In fact, it has become a mainstream culture of today's generation. The shift in spending priorities of today's generation shall be a great opportunity for the booming jeans industry because the generation Z spends heavily on fashion and body-care as opposed to the older generations who spend more on necessities. Lee Mercantile Company was established in 1889 by Henry David Lee in Kansas producing dungarees and jackets. It is well known for its quality merchandise. The company promotes the force of liberation where people are encouraged to express their passion in life. It has established itself as a strong brand for jeans in the market and is one of the top of mind brands for jeans in the Philippines. The campaign aims to develop an integrated marketing communications strategy tapping the teenagers to freely express their passion. Studies show that it is during this age bracket when people start building their own identity. With this, the campaign targets high school and college students, male and female, aged 16 to 23, from the broad C market, who want to freely express their passion. The proposed strategy of the campaign is to create advertisements, activations and events with the objective of reinforcing awareness about Lee's product positioning which is Lee Liberates Passion and associating Lee with the urban lifestyle. This would be done by engaging the market into different events and allowing them in experiencing the freedom to express themselves and encourage them in purchasing Lee. By the end of the three month period campaign, it is expected that Lee will continue to sustain its brand as one of the top-of-mind brands in the jeans industry.