1. COMMUNICATION TASK
CLIENT FASTRACK SHOES
MARKETING OBJECTIVE Enter and dominate the shoe industry; maintaining the repute
of Fastrack brand
TARGET AUDIENCE 13-25 years male/female
Bullseye: 17-22 male/female
Young and stylish youth
COMMUNICATION TASK Make Fastrack Shoes the most preferred brand of
shoes through continuous advertisement
Continuously build news and benefits for consumers
OPPORTUNITIES TO
COMMUNICATE
Thematic advertisement that reinforces the brand
personality of Fastrack into the shoe brand
Organize Youth Marathon across various
states(separately)
Get Fastrack to be the prime sponsor of Champions
League T20
Use special performance – dance – during the Opening
and closing ceremony of Champions League T20,
promoting Fastrack shoes
Build a series of exciting promotions around
Champions League T20
Organise Extreme Sports – especially Skateboarding
and Running- by Fastrack
Hip-hop and break dance competition among various
colleges winners get the ‘Cult’ award
MEDIA VEHICLES IMPLICATIONS TV lead medium to create buzz about Fastrack shoes
Print to promote various range of shoes
Internet Medium to build more audience and youth
Outdoor medium to establish brand personality
Retail medium to attract potential customers and to
not-lose loyal Fastrack customers