An integrated marketing communications campaign for HOKA

• Main Author: Bautista, Rose Angela
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: Footwear—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/44; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1036&context=etdm_market
• Institution: De La Salle University

HOKA originated in the French Alps which locate the portions of the Alps mountain range that stand within France, Switzerland, and Italy. A group of pioneering trail runners developed the first HOKA prototype with the goal to design a footwear that made downhill running easier with the geometries of gravity sports equipment as inspiration. HOKA develops bold and unexpected solutions for most athletes which includes runners, walkers, hikers, fitness enthusiasts, and more through the creation of innovative footwear that provides maximum cushion that promotes comfort, and minimum weight which makes running easier. The proponent conducted a study on the consumer perception towards purchasing of sports shoes, and a Usage, Attitude, and Image (UAI) survey for 170 respondents classifying themselves as individuals with active lifestyles, and runners. Results showed that their motivation in purchasing sports shoes is based on their attitudes or a person’s commendatory or disapproving evaluation or assessment of the behavior in question (Azjen, 1991). The findings showed that the majority of the respondents with an active lifestyle are not familiar with the brand as HOKA mainly targets a niche market which are the elite running communities. This has led to the creation of an Integrated Marketing Communications campaign for HOKA. The campaign will occur for a year with a proposed marketing budget of Php 1,312,400. The campaign is suggested for the year 2022, expecting an increase in brand awareness and reach, which will result in conversions and increase in product sales as well.