Hush Puppies: Marketing Planning

BRAND STATEMENT

The Hush Puppies is a lifestyle brand that provides shoes, eyewear, watches, and clothing for both men and women

PROJECT BACKGROUND (Campaign Context)

Hush Puppies history is rooted in innovation from inventing the first truly casual shoes to developing technologies that make the shoes more comfortable, lightweight and worry-free. The brand strives to constantly evolve Hush Puppies – make it world-renowned, comfort, bringing customers the most advanced technologies available in footwear today. The project consists of developing an advertising marketing campaign for Hush Puppies shoes that provide comfort and relaxation just by wearing them because these characteristics are invaluable and enable them to find one more reason to relax.

TARGET AUDIENCE

Audience demographics & psychographics.

Males and Females between 20-40 years where the audience should be belonging to ClassA, CiassB, and chunk of ClassC who requires: comfort, functionality, and style. People wearing these shoes should need to feel natural, relaxed, authentic, with a young spirit, free, simple and healthy.

ADVERTISING OBJECTIVE (Campaign Goals)

New campaign to increase brand awareness and demand of the Hush Puppies shoes.

CONSUMER MESSAGE (Driving Idea)

Shoes made as per your Restyle and choices.

KEY CONSUMER BENEFIT (Message)

It provides comfort, functionality, and style that touches the lives and imaginations.

BENEFIT SUPPORT (Product Details)

• Whether it is water, stain, and scuff resistant WorryFreeSuede, or the newest exclusive technology. WaveReflex featuring extreme flexibility and technologies like Zero G, Bounce, etc. Hush Puppies strives to provide benefits that enables to find one more reason to relax.
• Dual-density foam footbed wth contoured arch for better grip and elegant shoe designs.
• Handstitched and Ermronmental aware products.

COMPETITION

AllenCooper, LeeCooper. Bianca, NavyFont, RedTape. Adidas, Nike, Puma and others (as well as other premium Bata product lines too is a setback).

ADVERTISING TONE

Trustworthy, Comfortable, Durable, Modern, Innovative

ADVERTISING MEDIUM

In-store and Outdoor Advertising, Magazines Advertisement, and Social Network Advertisements.

ADVERTISING tone & Medium is about Brand voice and communication channels.