Integrated Marketing Communications Plan - LL Bean Marketing Plan by Devann Murphy

A marketing communications report and plan for LL Bean.
# 151903 | 2,925 words | 5 sources | APA | 2011 | US
Published by on Oct 22, 2012 in Business (Companies) , Communication (Mass Media) , Business (Marketing)

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This paper presents the strategy, position, challenges, and objectives of L.L. Bean's integrated marketing communications plan, which includes a SWOT analysis. First, the paper gives an overview of L.L. Bean's products and approach to customer service in the retail industry. It also describes the new message strategy to help increase business through the use of the media. Then, the paper explores L.L. Bean's brand strategy and positioning withing the retail industry. Next, the paper details L.L. Bean's marketing challenges, particularly the competition from other retails chains. It also addresses the company's target market and its outstanding return policy. Finally, the paper gives a SWOT analysis which further describes the company's current place in the retail market and where it could possibly expand in the future.


Brand Position
Marketing Challenges
Target Market
Brand Messages and Objectives
SWOT Analysis
Message Strategy
Purpose of Message
Target Audience
Message Execution and Delivery of Concepts
Media Plan Matrix
Impact of Message Strategy and Media Plan
Social Media Outreach
Website Updates
Print Advertising
Television Advertising

From the Paper:

"A successful marketing strategy is often a key component to a successful business. Given the longstanding history of LL Bean, it is evident that the company has employed effective marketing strategies. During its infancy, LL Bean relied solely on a very limited catalog to market products (LL Bean, 2011). However, the company has modified its strategy over time to meet the demands of consumers, remain competitive, and take advantage of modern technology.
"LL Bean frequently produces and disseminates updated product catalogs, which are often mailed directly to customers. The company also maintains an extensive website and toll-free call center, in addition to operating its flagship store in Freeport, Maine 24 hours a day, 365 days a year. This provides customers and potential customer the opportunity to research and purchase LL Bean products at virtually any time. This has been very successful; however, LL Bean has also relied on short form direct response television (DRVT) marketing. This strategy includes advertising the company through television commercials and urging the customer to order via a toll-free number or via the internet (LL Bean pilots DRTV to halt rivals, 2003). This particular strategy is used periodically throughout the year; however, it is used heavily during the holiday season."

Sample of Sources Used:

  • Bin, Z., & Hua, Z. (2010). Optimal production control and dynamic pricing strategies: a joint approach. Proceedings for the Northeast Region Decision Sciences Institute (NEDSI), 678-683. Retrieved from EBSCOhost.
  • Cubitt, E. (2003). LL Bean eyes Eddie Bauer for high-street presence. Precision Marketing, 15(30), 9. Retrieved from EBSCOhost.
  • Duncan, T. (2004). Principles of Advertising and IMC (2nd Ed). McGraw-Hill Companies. Retrieved from University of Phoenix eBook.
  • LL Bean. (2011), Retrieved from
  • LL Bean pilots DRTV to halt rivals. (2003). Precision Marketing, 15(26), 9. Retrieved from EBSCOhost.

Cite this Marketing Plan:

APA Format

Integrated Marketing Communications Plan - LL Bean (2012, October 22) Retrieved July 05, 2022, from

MLA Format

"Integrated Marketing Communications Plan - LL Bean" 22 October 2012. Web. 05 July. 2022. <>