Corporate digital communication - Lacoste

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Corporate digital communication - Lacoste

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Themes

Lacoste, digital marketing, corporate strategy, communication policy, sportswear, trends, Tommy Hilfiger, Fred Perry, Ralph Lauren, Adidas, Nike, dress codes, consumer persona, newsletter, Instagram, advertising, e-commerce, social media, TikTok, influencer, affiliate program, customer loyalty

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Abstract

This document tackles Lacoste's corporate digital communication plan and strategy. To study the communication plan and strategy, a full analysis is presented in the document, concerning Lacoste's customers, its environment, its online advertising and many more aspects.

Environment
Customers
Competitors
Brand essence
Consumer persona
Digital marketing strategy
1. Online Advertising
2. Affiliate Marketing
3. Email Marketing

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[...] Live Collection ge of on the Hello friends thanks to my H advanta ATIK20 code take site Lacoste Hatik Stéfanos Tsitsipás Léna Situation Affiliate program Define Promote Contact Analyse HOW TO PAY OUR AFFILIATE? COST PER SALE OUR COMMISSION 1 to 10 sales to 15 sales to 25 sales to 35 sales to 45 sales to 55 sales 14% more than 55 Email Marketing Goal for email marketing Increase Segment Build Improve Increase opening rates by 16% Segment for better target our audience Build customer loyalty. [...]

[...] Corporate digital communication - Lacoste INTRODUCTION PRESENTATION OF THE COMPANY Lacoste is a French company. Specialized in ready-to-wear for men and women Founded in 1933 by André Gillier and René Lacoste, VALUE EXCHANGE Sporting values "requirement, fair play, daring" ENVIRONMENT Political Heavily monitored area. Policy to combat unfair competition. Economic Decrease in purchasing power. Increase in VAT and price of raw materials. Social Workers' Revolt in Asian Countries Millennials arrive in the market. [...]

[...] LACOSTE BEHAVIORAL TARGETING Segmenting customers based on web browsing behavior. Visitors with similar behaviors grouped into defined audience segments Type of display advert Which options to publish? Advertising exchanges Which options to publish? Social media advertising Which networks? What type of content? what days at what time? [...]

[...] beyond differences Lacoste unites. CONSUMER PERSONA DIGITAL MARKETING STRATEGY SALES Increase sales through the eCommerce platform by 20% within the next 3 months CONTACTS Increase the number of contacts and subscribers by 30% in 6 months. SMART OBJECTIVES SOCIAL SHARES Increase the number of social shares by 40% in 6 months. KPI TACTICS & TARGETS / A R E T E N T I O N - B A S E D E M A I L N E W S L E T T E R Number of new subscribers to our newsletter 100 NEW SUBSCRIBERS PER WEEK / I N S T A G R A M L A C O S T E ' S P A G E Number of comments and views on campaign specific-afifiliating posts LIKES AND VIEWS PER WEEK 01 Online Advertising NUMBER OF VISITS TO LACOSTE'S SITE OBJECTIVE KPI INCREASE SALES through the eCommerce platform B Y W I T H I N T H E N E XT 3 MON T H S. [...]

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