Plan-it Marketing

Challenge: To update and modernize the Nautica brand.

Objective: To determine the overall effectiveness of a new Nautica branding effort, designed to reinvigorate the Nautica brand.

Method: To track brand attitudes over time, Plan-it conducted a two-phase study: a pre-wave prior to the break of the advertising, to establish a benchmark measure of key indicators, and a post-wave after the advertising had run to measure changes in brand indicators. Plan-it also segmented the marketplace to profile and assess marketplace segments attitudinally, behaviorally, and demographically, and identified the segments that offered the greatest opportunity for the brand moving forward.

Results: Plan-it provided recommendations for targeting the greatest opportunity segments including content and messaging strategies for each.