I've started working on my IMC plan for Green Jeans and in the process I performed some additional research on the "green" marketplace. I must say that I was surprised to discover that there is like a zillion and one more bits of research out there now than there was earlier this year. I found so much additional data that I am considering modifying my target market. It's a crazy, green world there! Talk about information overload! Environmentally charged editorial is everywhere now, and the spin is both positive and negative. There is so much data to sort through, that it makes it difficult to know what to concentrate on.
This brings home the importance of keeping current with consumer trends, no matter what line of business you are in, but also the importance of keeping your company's mission and vision in mind while performing the research. If you lose sight of these values while researching, one can easily get carried away down a different and possibly inappropriate strategic planning path.
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