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 Weak support infra- structure for exports. Women no longer need to travel to Seattle to find nice shoes. Ø Climbing shoes: a shoe designed forrock climbing. Display the shoes in the store with photos of the celebrities. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. For research they design the strategy for “Reebok junnon” event. An auction is another possibility. The shoes are typically dyed to match a specific dress. Ø Uneconomical size of manufacturing units. Ø Footwear is expected to comprise about 60% of the total leather exports by 2011 from over 38% in 2006-07. Ø Product diversification – There is lot of scope for diversification into other products, namely, leather garments, goods etc. While we will focus on our two primary customer segments (active families and runners), we offer a product that virtually every consumer requires. 52 Types of Marketing Strategies In Use Today: Cause Marketing. On Friday, shoes on sale are 33 percent. They all (competitors) mostly targeted the younger generation but HUNKY Company will target all level of people in the sport shoes segment with affordable price. Ø Non availability of quality footwear components in the market. Ø Aim to present the customer with new designs, infrastructure, and country & company profiles. Nike, Inc. is a marketer of sports apparel and athletic shoes. Ø Runningshoes: very similar to above, with additional emphasis on cushioning. They typically have a close fit, little if any padding, and a smooth sticky rubber sole with an extended rubber rand. Now for this through IMC tools we target the audience who will be responsible to buy Hunky product for their families. www.en.wikipedia.org/wiki/shoe). Ø Track spikes: lightweight; often with plastic or metalcleats. Besides, many global retail chains seeking quality products at competitive prices are actively sourcing footwear from India. By Saturday, they are 50 percent off. It aims first, at analysing the sports shoe industry of India and finding a place in it for Nike. The footwear sector has matured from the level of manual footwear manufacturing methods to automated footwear manufacturing systems. Come up with a marketing plan. The tickets go into the glass shoe. In Hunky Company, IMC budget is 80 crore for the financial year 2009-10. To communicate among public and customers, we will advertise our product campaign on TV, magazine, online. Do Your Research. They also influenced by Newspaper ad because the newspaper is read by most of the people today’s. We will use those types of IMC tools for communicating the message to the people that will best for the need market. VAT Registration No: 842417633. Speaking of social media, some of the best fashion social media … 30 crore. Ø Wrestling shoesare light, flexible shoes that mimic bare feet while providing additional traction and protection. Ø Create product belonging and position among buyer’s mind. The message that Passion Soles will seek to communicate is that they offer the largest selection of fashionable women's shoes in Tacoma. Offer a $5 trade-in value for old shoes your customers trade in for a new pair. This allows you … So we have to flow our strategical planning through IMC tools with respect to the target audience of our product. WHOLESELLER, Your browser may not support display of this image. Shoes have become more than strips of leather to protect tender tootsies. The Hunky communication objective is to achieve all marketing objective which are prescribed in marketing plan through strong positioning message. and other materials. In the case of chapels and sandals, use of non-leather material is prevalent in the domestic market. Cost-plus pricing —simply calculating your costs and adding a mark-up Competitive pricing—setting a price based on what the competition charges 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. On the basis of market analysis we can easily identify our competitors in this field and after that we can easily target our segmented market which is beneficial for our new product and what kind of positioning message should be for them and how IMC will be affected for those target market can be easily identified. Reference this. Ø High price and loyalty decrease loyalty towards brand. Although common objective of all IMC program is increase brand awareness, sale and design a unique image of the product in customers mind. Ø To inform to the target market about our product. These goals are set by people who are not marketing experts. The concept includes online and offline marketing channels. Just make sure you wear your shoes with the wings. The first method that Passion Soles will use to communicate this is location. The foot contains morebonesthan any other single part of thebody. Cost of multiple tier sales … It provides a lot of support in setting of marketing objective. The problem also belongs to the people attitude towards the new launching product that is my company HUNKY. Fun Marketing Ideas for a Shoe Boutique. (Source: – http: //www. * Set displays of shoes in showrooms and major dealer outlets in all cities. Develop social networking profiles on Pinterest, Twitter, LinkedIn, Facebook and Google+ around a shoe theme to play off your shoe boutique. Online marketing channels include any e-marketing campaigns or programs, pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, pod cast, and Internet TV. Ø Create awareness among target audience. If you need assistance with writing your essay, our professional essay writing service is here to help! Fashionistas know that the shoes can make or break an outfit. *You can also browse our support articles here >. Reflect a sense of playfulness or quirky edginess when you market your shoe boutique. https://www.linkdex.com/en-us/inked/marketing-strategy-examples Shoe shopping can be either a contact sport or a relaxing afternoon with girlfriends. India, exports only 0.33% of the total world’s export because though India is the 2nd largest producer of footwear, it itself is the biggest consumer. Although there are various media available for communicating but Printads in magazine and news paper is seen most effective medium in the case of shoes planning strategy. Although it is quite popular, Special Shoes need an online based shopping site or a website to further enhance their position as one of the top shoe shops in the country. They are often rented or loaned at bowling alleys. The IMC objective of the HUNKY company is following:-. Work shoes are designed to stand heavy wear, to protect the wearer, and provide high traction. In Market analysis we must consider about the market size of the shoes industry in India. Besides opportunities there is a lot of threat that create barrier for Shoes Company. Ø Hikingshoes or boots: usually have a high somewhat stiff upper with many lace eyelets, to provide ankle support on uneven terrain, with extra large traction on the sole. Originally a distributor of shoes, the company now manufactures various shoe… Ø The footwear component industry also has enormous opportunity for growth to cater to increasing production of footwear of various types, both for export and domestic market. Before designing IMC program the Reebok Company carried out market research in order to judge customers behaviors toward their shoes. Marketing plan of developing and promoting sport shoes online shop LifeShoes Prepared by Ksenia Efrimidi NIUB number 14950623 Supervisor of the bachelor thesis Dr. Francesc Xavier Arroyo University of Barcelona Faculty of Business Administration Academic … Ø Well-established linkages with buyers in all parts of India. Pricing a product is one of the most important aspects of your marketing strategy. A successful marketing plan is able to improve organizations’ profits and growth, uses in objective setting and monitors results. The major competitors in sport shoes in Indian context of the HUNKY Company are Nike, Reebok, Action shoes, Puma and Bata shoes. Referral marketing is … This is possibly the most popular decoration. © 2019 www.azcentral.com. Ø Cycling shoesare equipped with a metal or plastic cleat to interface withclipless pedals, as well as a stiff sole to maximize power transfer and support the foot. Ø Cap-toes: has an extra layer of leather that “caps” the toe. It then sets out to describe the target audience for the product range and finally suggests a host of marketing strategies and activities that will help Nike to achieve its target of becoming the #1 sports shoe brand in India. Dress shoesare categorized by smooth and supple leather uppers, leather soles, and narrow sleek . Donate the old shoes to a homeless shelter or a charity. The Main purpose of this event was to increase the sale of Reebok shoes. Make Sure You Have A Strong Brand. Measure ROI – Cisco. The Indian Footwear Industry is gearing up to leverage its strengths towards maximizing benefits. Birchbox created a user-friendly referral system to help fans spread the word. 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. They are the giant brand in the sport shoes segment and they are the well established brand. 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. Since then she has written additional books as well as screenplays, website content and e-books. which have helped the brand grow. SMART Marketing Objectives Examples. It wont have the direction and guidance it needs to prosper. These five example market segments are shown in the following diagram: The sporty market segment. This audience has a preference for stylish, affordable, yet comfortable shoes. Her passion includes cooking, eating and writing about food. The winner gets a fall shoe wardrobe. Shoes is a part offootwear that is use to first protect the humanfootand later, additionally, as an item of decoration in itself. Cisco has always been proactive in its use of content marketing and social … And they check their inbox daily. It is necessary to identify that who is the major competitor of our shoes company HUNKY. The Nike marketing strategy that most of us recognize isn’t the one that made them famous, at least not in the early days. So we must consider all these things before launching IMC tools towards our product. Through this, we can easily identified our HUNKY competitors in the market and once we know the company weakness and what kind of oppournity we have for the present and future prospect then we can easily make cost effective IMC plan and strategic IMC plan for the company. Furthermore, j ust like any true content marketing strategy, it isn’t really much of a “strategy” at all. Our communication objective is to give the technical knowledge and competitive benefit about our product to the target market. Ask local celebrities to design their fantasy shoes. 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. I'm not sure that this would work, but it's an example of taking a marketing idea from another industry and trying it in your shoe store. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. Ø Sling backsare shoes which are secured by a strap behind the heel, rather than over the top of the foot. Emphasis tends to be more on function than style. Create a contest where customers guess who designed which shoe. 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. An indirect competitor is a shoe smith that will dye shoes. There is no particular design trend in shoes among female, but males are more conscious towards their fashion trends. In consumer behavior analysis we have find from company marketing research department that the consumer wants branded shoes but cheap price. Besides advertisement, we will also carry out promotional activity such as public relation, direct marketing etc. What Is Sales and Marketing Strategy? Ø Entry of multinationals in domestic market. A good example of this is Toms Shoes. Place: – Thedistributionchannels for Hunky Company are as follows:-, Your browser may not support display of this image. Men’s shoes can be categorized by how they are closed: Ø Plain-toes: have a sleek appearance and no extra decorations on the vamp. There are certain opportunities for Shoes Company, such as increase more and more men and women design. Ø As footwear retailing in India remain focused on men’s shoes, there exists a plethora of opportunities in the exclusive ladies’ and kids’ footwear segment with no organized retailing chain having a national presence in either of these categories. 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. On Sunday, the discount rises to 60 percent, and rises to 75 percent off on Monday. 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. Our company Hunky when going to be launch new shoes product into the market then the attitude of people towards our product may not be trusty because several shoes company successful established in to the market and among them we have to create Hunky brand positioning into the market. We're here to answer any questions you have about our services. Promotion:-In a promotion part of the product we are going to launch IMC plan for the target market. Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. Ø Bowlingshoes: intermediate style between ordinary dress shoes and athletic shoes. We will create an atmosphere that is appealing to … Entrepreneur Magazine: Flip-Flops, Sandals, Heels: Oh, My! They mostly targeted the younger generation but HUNKY Company will target all level of people in the sport shoes segment with affordable price. We will have to also care about the distribution channel of Hunky Company and also about the marketing mix communication. The winner gets a free pair of shoes. When you are releasing a new line of shoes for women, hold a fashion show as part of your marketing plan. “According to Sally and John, marketing plans are “the written document or blueprint for implementing and controlling an organization’s marketing activities related to a particular marketing strategy”. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. For example, the business continues its investment in research and development to produce new products and enhanced versions of its current products. After Research survey done by various shoes company, it has been founded that male respondents were more brand conscious than female. Ask the representative of the charity to pick the winning ticket. All work is written to order. Our mission is to make sure that our clients have the tools and information that they need to become successful in the footwear market. It aims to ensure consistency of message and the complementary use of media. MANUFACTURER (COMPANY), Your browser may not support display of this image. Sometimes they are used foruniformsor comfort bynurses,waitresses,police,militarypersonnel, etc. Ø Non- tariff barriers – Developing countries are resorting to more and more non – tariff barriers indirectly. 4th May 2017 Ø Lack of modern finishing facilities for leather. IMC plan we create the brand image of our product and differentiate feature of our product into the mind of customer. 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