Overview Of Roots Canada Ltd.

1. INTRODUCTION

Roots Canada Ltd., simply referred to as “Roots”, is an iconic Canadian apparel brand. It designs, manufactures, and retails leather goods, apparel, accessories and home furnishings. It was founded in 1973 by Michael Budman and Don Green. It was started as a small store in Toronto and has expanded massively into a network of 120 stores in North America and about 100 in Asia. The most peculiar and distinguishing feature of Roots is that it has a cost-efficient strategy combined with made-in-Canada approach. Roots produces majority of its leather goods domestically, gaining immense consumer appreciation.

However, during the recent years Roots has experienced a drastic change in the demographics of its target customers. Online

The only goal of the founders was to convert their love and affinity for the Canadian wilderness into an impressive line of authentic apparels, while maintaining business with suppliers that respect the culture in which they operate the local law.

Acknowledging the above mentioned fact, our basic marketing strategy for Roots would help its target audience better by expanding its base in the e-commerce sector. As part of the research, we would identify the clients better, know what their daily lives are like and become more acquainted with them. A thorough analysis of the spending trends of the customers will also be of paramount importance in our research.

As part of this marketing communications plan, our focal point would be to captivate the interest and attention of the millennials. For this, the majority of our branding and positioning will be done in the social media. For the next two years, the marketing plan seeks to increase the online sales through the introduction of enticing discounts on the official website. To proliferate sales, steps will be taken to revamp the website and also enhance its accessibility. Promotions, news, and messages will be publicized across various media

INTEGRATED MARKETING COMMUNICATIONS PLAN

Marketing communication objectives

The analysis and research of Roots Canada’s target market and overall economy, the following objectives have been developed:

• Proliferate the sales by at least 40 percent within the next two financial years, especially among the millennials.

• Increase the consumer base globally with the strategic partnership with Searchlight Capital.

Marketing communication strategies

• Reinvent the most successful and creative partnership with Douglas Coupland. To multiply sales prodigiously, we plan to restyle the fashion clothing and accessories in the youth sector, targeting the post-secondary students from age sector 16 to 28.

• Several campaigns will be run throughout the country, picking up various relevant themes.

• Social media channels like Facebook pages, Twitter trending will be used extensively to send out messages to consumers.

Creative plan

• The objective here is to create an engaging and personalized experience to all the customers.

• Loyalty points will be awarded each time they shop in the stores. Enabling of wish lists and collection-sharing with