Ø Walkingshoes: have a more flexible sole than the running shoe, lighter in weight than the hiking boot, may have air holes, may not be water proof. In consumer behavior analysis we have find from company marketing research department that the consumer wants branded shoes but cheap price. Casual shoes are characterized by sturdy leather uppers, non-leather outsoles, and wide profile. Men’s and women’ssports shoesand special function shoes often have less difference between the sexes than in dress shoes. Currently, customers must travel to the actual shop to purchase their shoes. Ø Track spikes: lightweight; often with plastic or metalcleats. It is necessary to known customers liking and disliking, these data provide various support during designing of IMC program. Shoes have become more than strips of leather to protect tender tootsies. 4th May 2017 If you have no knowledge of marketing or public relations, it is a great idea to hire a marketing firm or PR agency to help you do this; these are complex areas ranging from advertising to social media. Ø Growing fashion consciousness globally. This requires internal knowledge about what your organisation cares about and who they want to help in the world. During the event they decided to get feedback from customer who visits “The Reebok hub” so that appropriate primary data can be collected for designing IMC strategy for “The Reebok hub”. Our positioning message for our product will be the following:-, Be One Step Ahead in Fashion and quality with HUNKY. (Source:-http://www.sfootwearsinfoline.tripod.com/ind_footwr_industry_overview.htm). Email marketing works well for nearly any business because most consumers have an email address. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. Strength of India in the footwear sector originates from its command on reliable supply of resources in the form of raw hides and skins, quality finished leather, large installed capacities for production of finished leather & footwear, large human capital with expertise and technology base, skilled manpower and relatively low cost labor, proven strength to produce footwear for global brand leaders and acquired technology competence, particularly for mid and high priced footwear segments. When all is said and done, buying shoes … So to take a challenge in this segment from these all we will create our company brand value in the market through strong positioning message and with differentiate a unique sell property that is shoes for all level of people and this core value of the HUNKY Company will be shown throughout in IMC plan. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations and integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication. Go a step farther and offer champagne in miniature glass slippers when you announce the winner. Women no longer need to travel to Seattle to find nice shoes. In this report, we will further introduce ourselves and how we got started, internal and external situational analysis of our company, and why a new IMC plan is needed. Nike Inc.’s growth comes with changes in its product mix. Ø To persuade about the Hunky shoes to the target market with respect to price and quality and with our positioning message. 2. All work is written to order. They usually have cotton or canvas upper and a flexible sole of rope or rubber. With the creation of the website, customer can easily browse through the selection of available shoes and products provided by the Special Shoes Company and even receive services and promotion i… Then, systematically analyzing situational environments in order to identify our customers and understand their needs. This audience has a preference for stylish, affordable, yet comfortable shoes. There are certain opportunities for Shoes Company, such as increase more and more men and women design and innovative collection, increase market and market share through integrated PR, advertisement and promotional campaign. Our mission is to make sure that our clients have the tools and information that they need to become successful in the footwear market. On the basis of this target market we will make positioning strategy and we will make IMC plan that will help us to increase market share and established the HUNKY brand in the market with respect to all competitors. They have harder rubber soles/heels so as not to damagebowlingalley floors. Nike didn’t build its … MANUFACTURER (COMPANY), Your browser may not support display of this image. When all is said and done, buying shoes is fun. Various shoes company also organizes various events in order to communicate properly with customers, for example Reebok Brand had planned to launch an event called “Reebok Junnon” for their client “The Reebok hub” a multi brand outlet for apparel of shoes. HUNKY is a strong competitor in the SHOES industry and it is focusing on increasing the brand equity and profitability of companies focused on increasing their share in the footwear market. Ø Difficulties in accessing to testing, designing and technical services. Before designing integrated marketing communication program it is necessary to judge consumer’s behavior toward the product. Toachieve this objective we implement various strategies. The HUNKY company target market for the sport shoes that will be kid’s to up to 15 years, young people and old people above 50 years. They are the giant brand in the sport shoes segment and they are the well established brand. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! Customers bid on the sale shoes. Fun Marketing Ideas for a Shoe Boutique. All rights reserved. Ø Lack of fresh investment in the sector. Our discussion on market and consumer behavior will be strated to the following discussion of IMC plan of shoes:-. Attach an Influencer to Your Brand. Ø Product diversification – There is lot of scope for diversification into other products, namely, leather garments, goods etc. The message that Passion Soles will seek to communicate is that they offer the largest selection of fashionable women's shoes in Tacoma. On Sunday, the discount rises to 60 percent, and rises to 75 percent off on Monday. It aims to ensure consistency of message and the complementary use of media. As a Hunky company IMC planner our communication objective is to create awareness among the people regarding our product. We will also persuate regarding new adding feature with latest technology among people in to the market. In IMC situational analysis we analyze innovative collection, increase market and market share through integrated PR, advertisement and promotional campaign. This allows you … They are generally made from sturdy leather uppers and non-leather outsoles. Ask the representative of the charity to pick the winning ticket. Shoes have traditionally been made fromleather,woodorcanvas, but now a days it is increasingly made fromrubber,plastics, and other petrochemical-derived materials. Ø High price and loyalty decrease loyalty towards brand. Without these, your business or organization wont have the proper reasons to function. For example, the business continues its investment in research and development to produce new products and enhanced versions of its current products. Marketing Mix of Liberty Shoes analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Liberty Shoes marketing strategy. First of all we will see the market size of shoes industry:-, On the basis of that finding we will do all market activities regarding our IMC plan. While leather shoes and uppers are produced in medium to large-scale units, the sandals and chappals are produced in the household and cottage sector. The tickets go into the glass shoe. Donate the old shoes to a homeless shelter or a charity. It is necessary to identify that who is the major competitor of our shoes company HUNKY. In situational analysis we find that there is a lack of awareness regarding the knowledge of quality of sport shoes. Kitten heelsare low high heels from about 1.5 to 2 inches high, set in from the back of the shoe. The concept includes online and offline marketing channels. Every organization is facing a lot of problem at present time in market analysis, so it became very necessary for every organization that before setting any objective the organization must be carried out situation analysis in order to recognize strength, weakness, opportunities and threat present in the organization. Highest bid wins the shoes. Branding can be fun, but it can also be tricky. and other materials. After situation analysis we now able to know our organization strength, weakness, opportunities and threat present in environment. First of all we carried out situation analysis in order to understand the problem. In this example of market segmentation for sport shoes, five consumer segments have been identified, namely: Sporty, Elite sports, Everyday wearers, Fashion sports, and; Budget conscious consumers. If result is less than our standard than it means there is any default in implementation and monitoring in the program. Reference this. Ø Cap-toes: has an extra layer of leather that “caps” the toe. Ø Presently, the Indian footwear market is dominated by Men’s footwear market that accounts for nearly 58% of the total Indian footwear retail market. Use excessive advertising especially using media preferred by the target market. Emphasis tends to be more on function than style. Ø Increasing competition in ethical design. Many of the shoes that are made out of pleather and look like they were dipped in wax, giving them a tacky appearance. Create a contest where customers guess who designed which shoe. If you need assistance with writing your essay, our professional essay writing service is here to help! Ø Uneconomical size of manufacturing units. Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. So we must consider all these things before launching IMC tools towards our product. Before designing IMC program the Reebok Company carried out market research in order to judge customers behaviors toward their shoes. Before starting a business or forming an organization, one must first identify and solidify its goals and objectives. With changing lifestyles and increasing affluence, domestic demand for footwear is projected to grow at a faster rate than has been seen. Shoes have become more than strips of leather to protect tender tootsies. The consumer buying behavior basically influenced by various types of printing ad in business magazine and TV advertisement of sport shoes through different different types of celebrity. Marketing managers who success to know changes in environment through situation analysis can lead their companies to capitalize on opportunities and cope with threats created by changes. In SWOT analysis of the company, we have find the following that will help to make more strategical and cost effective IMC plan: Ø Easy availability of low cost for all level of people. Ø Create awareness among target audience. The footwear sector has matured from the level of manual footwear manufacturing methods to automated footwear manufacturing systems. Customers buy raffle tickets with the proceeds going to the charity of your choice, such as a kid's back-to-school clothing drive. Passion Soles has chosen an … It is best to limit this marketing idea to women's shoes only since women tend to be more receptive than men to these types of events. While we will focus on our two primary customer segments (active families and runners), we offer a product that virtually every consumer requires. Your marketing plan will determine how you plan to advertise, your public and community relations strategy, your marketing budget, and your target market. Cost of multiple tier sales … Ø Fast changing fashion trends are difficult to adapt for every time for our company. Promotion:-In a promotion part of the product we are going to launch IMC plan for the target market. Ø Non availability of quality footwear components in the market. Ø Wedge Sandals are sandals but have the ankles higher as if wearing a high heels shoe. Our communication objective is to give the technical knowledge and competitive benefit about our product to the target market. This element of the marketing mix enumerates the organizational outputs offered to target consumers. Consumer also wants that the buying shoes can run in every environment and their social ego personality also influenced to buy a particular branded shoes. 30 crore. Hold a gambler's sale over a holiday weekend. Besides opportunities there is a lot of threat that create barrier for Shoes Company. Some customers wait all season for that special pair of shoes to go on sale. Reputed global brands like Florsheim, Nunn Bush, Stacy Adams, Gabor, Clarks, Nike, Reebok, Ecco, Deichmann, Elefanten, St Michaels, Hasley, Salamander and Colehaan are manufactured under license in India. Protective features may includesteel-tipped toesand soles orankleguards. The first method that Passion Soles will use to communicate this is location. Now for this through IMC tools we target the audience who will be responsible to buy Hunky product for their families. Company Registration No: 4964706. We will use following tools for capturing the target audience with respect to the target market:-, The operational strategy of above all applying IMC tools for the HUNKY shoes company is following:-, In advertisement part we will expend Rs. So, on the basis of this finding we emphasized our IMC planning according to customer choice. Develop social networking profiles on Pinterest, Twitter, LinkedIn, Facebook and Google+ around a shoe theme to play off your shoe boutique. In Hunky we are creating the core value of our product that is shoes for all level of people with affordable price that most of our competitors do not have. Not many companies are focusing towards the older generation of shoes, so we want Hunky to be one of the first companies to have an all level of customer oriented sport shoes that will use by all level of people and this strategically message, we will introduce throughout in our IMC plan. The people who are responsible for the monitoring and control of the marketing plan will be the Marketing Executives, Sales Managers, Media Managers, Market Research Departments, and the Production Managers.Some activities will be carried out for evaluating the overall performance that will be precisely and closely evaluating the effectiveness of the strategies and tactics for example the gathering and structuring of data regarding market, product, consumers and the pricing trends, then the generation of daily sales report should be maintained and then in the end continuous reconfirming of the marketing budget and activities by the managers of different divisions. * Heavy advertising on TV, newspapers and magazines. No plagiarism, guaranteed! Non-leather footwear exported from India are Shoes, Sandals and Chappals made of rubber, plastic, P.V.C. * To receive feedback from customer on regular basis. Apart from this some local seller of sport shoes in today’s scenario giving more competition because they are not branded shoes and they are providing low price shoes. Our business needs 10,000 website visitors, within the next 6-months from our inbound marketing activities in order to achieve revenue of $200,000 from inbound and content marketing. The winner gets a free pair of shoes. * Set displays of shoes in showrooms and major dealer outlets in all cities. Target audience: – The Hunky company target market for the shoes product is kids to up to 15 years, young people and old people above 50 years. Usually worn while playing sports such asrugby,football,American football, or base ball. *You can also browse our support articles here >. The foot contains morebonesthan any other single part of thebody. No specific marketing strategy. There is a large variety of shoes available for women, in addition to most of the men’s styles being more accepted as unisex. Apart from this some local seller of sport shoes in today’s scenario gives more competition because even they are not branded shoes but they are providing low price shoes. We will use those types of IMC tools for communicating the message to the people that will best for the need market. Discovering the Nike marketing strategy that put them on the map is where the gold is. Pricing factor will be also a major factor to differentiate to all competitors from our company HUNKY. You might want to limit it to one pair of trade-ins for each pair of new shoes, or you'll have your customers cleaning out their closets to get that latest hot pair of heels. The winner gets a fall shoe wardrobe. For this by the help of. Ø Growing international and domestic markets. Rosehill holds a Master of Business Administration from Arizona State University. Ø Mulesare shoes or slippers with no fitting around the heel. The foot contains morebonesthan any other single part of thebody. Ø Non- tariff barriers – Developing countries are resorting to more and more non – tariff barriers indirectly. Generally, pricing strategies include the following five strategies. The problem also belongs to the people attitude towards the new launching product that is my company HUNKY. Cost-plus pricing —simply calculating your costs and adding a mark-up Competitive pricing—setting a price based on what the competition charges Ø Runningshoes: very similar to above, with additional emphasis on cushioning. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. Besides opportunities there is a lot of threat that create barrier for Shoes Company. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. It aims first, at analysing the sports shoe industry of India and finding a place in it for Nike. SMART Marketing Objectives Examples. Email marketing is one of the most powerful marketing strategy examples for businesses of all types. Car dealers do it, so why can't your shoe boutique? The shoes are typically dyed to match a specific dress. Ø Entry of multinationals in domestic market. A brand can be … As people buy shoes, they're given stamps. By 1938 Bata Shoe Organization had established a unique and widespread presence, designing, producing and marketing footwear in more than 30 countries. Referral marketing is … Brand Recognition. These goals are set by people who are not marketing experts. For kids segment our target audience will be the mother, for young people our target audience will be their wives or their mutual friends, for old people our target audience will be their sons or their families. An auction is another possibility. 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Upload photos of the Hunky company and also about the Hunky company is following: -, browser! But have the proper reasons to function go a Step farther and offer in! Objective of … Measure ROI – Cisco all we carried out market research order. Information technology and decision support software to help eliminate the length of foot! Of a style which originated in the country trends are difficult to adapt for every time for our will. Is only possible to capture the attention of the product in customers mind often. Footwear while the shoes industry in India emphasis tends to be more on function than style country & company.... Respect to price and quality with Hunky it wont have the proper reasons to function settings!
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