An Integrated Marketing Strategy for Athleta

An Integrated Marketing Strategy for Athleta
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Executive Summary
Companies operate in a diverse and competitive environment, so they must employ powerful marketing communication strategies to strengthen their brands. Athleta is an American activewear brand that prides itself on being an all-women-inclusive brand that creates a community of active women. It requires an integrated marketing strategy to convey a consistent message to diverse customers across multiple channels. The proposed strategy, “Made Possible by Women," will remind women of their power and all the great things they can achieve when they support and empower each other. The strategy will incorporate advertising, public relations, internet marketing, and direct marketing campaigns to create a positive brand representing women's empowerment.
An Integrated Marketing Strategy for Athleta
Companies must strategize to strengthen their brands and remain competitive in a diverse and highly competitive business environment. This is especially important in this digital era, where brands advertise and market their products and services across multiple channels. Integrated marketing communication allows brands to send a unified message to existing and potential customers across various channels. According to Pluta-Olearnik (2018), integrated marketing ensures that brands can send messages efficiently and maintain relations with stakeholders. Athleta can use an integrated marketing strategy to present a consistent message and create a positive brand image. The strategy will include a marketing mix of advertising, public relations, internet marketing, and direct marketing to create a positive brand that embodies female empowerment.
Product Description and Desired Image
Athleta is an American brand specializing in clothing for active girls and women. Its mission is to ignite the limitless potential of every woman and girl (Athleta, n.d.). To this end, the brand designs activewear apparel to inspire a community of active women of all ages. Its clothing integrates performance, style, comfort, and function to ensure that women embrace fitness as a lifestyle. Its product catalog includes leggings, sweatshirts and pants, swimwear, joggers, jackets, dresses, and bras.
Athleta wants to create a brand that embodies female empowerment and diversity. It designs activewear for young girls and women of all ages. Rather than focusing on being an exclusive brand, Athleta wants to be an inclusive brand that caters to all women regardless of body type and age. To achieve this desired brand image, Athleta must position itself in a way that aligns with its mission and values to disseminate a common message across all its communication channels and to its diverse customers.
Athleta’s Target Market
Athleta specifically targets women. Its products are designed for mothers, sisters, daughters, and female friends of all ages, regardless of their race, body type, and occupation. However, its core target market is women in their thirties to women in their fifties. According to Lieber (2017), Athleta’s core customer demographic is women aged 35 to 55 years, who have bee...