Você está na página 1de 16

1 Small, Martire, Farrelly

On the market today, there are many different brands of sneakers ranging from the most popular brand like Nike to Reebok, Adidas, New Balance and Puma. Each offers the consumer arious styles, color, purpose, comfort le el and price. !neakers ha e de eloped into a fashion statement as sneaker companies are de eloping new ideas that separate themsel es from the competition such as color scheme and material. "he sneaker industry is booming, but if it was not for one particular company that started the sneaker product, who really knows how much of an impact sneakers would ha e on billions of people. All sneaker companies need to recogni#e and appreciate $ar%uis $. &on erse for creating &on erse sneakers, which '( percent of Americans own or ha e owned. Our group has a new marketing plan that we want to implement so that this company can get back to being one of the leading sneaker retailers in the world. Background )t was in *+(, when in his late -(.s that $ar%uis &on erse, who was a manager at a footwear manufacturing firm, opened the &on erse Rubber !hoe &ompany in $alden, $A. Originally he began selling winteri#ed rubber soled footwear for men, women and children. )n *+*/ after producing 0,((( pairs of shoes daily, $ar%uis began manufacturing athletic shoes for tennis. "wo years later he designed and produced the world.s first performance basketball shoe called the &on erse All !tar. "he new &on erse All !tar shoe helped re olutioni#e basketball. !ynonymous with &on erse sneakers is a logo on the shoes with the name &huck "aylor. 1ou may wonder why that appears on e ery sneaker and who is &huck "aylor2 &huck "aylor was a basketball player for the Akron 3irestones who sported the &on erse All !tar shoes while he introduced the game of basketball to Americans across the country. )n *+4* he 5oined &on erse to become the first player endorser. "wo years later after publishing a retrospecti e on the first '( years of basketball and teaching his first clinic at North &arolina !tate, &on erse decided to add his name to its patch on the sneakers making &huck "aylor an American icon. "his signature shoe was worn by professional, college and high school teams across the country. )n *+0* when the 6nited !tates entered 7orld 7ar )) after the Pearl 8arbor bombing, &on erse got hea ily in ol ed. "he company shifted its manufacturing of sneakers to footwear, apparel, boots, parkas, rubber protecti e suits and ponchos for pilots and troops. Also, they designed the A' 3lying Boot that was worn by the 6.!. Army Air &orps. Besides producing arious products for troops, &on erse sponsored scrap rubber dri es, the 7ar !a ing Bond "our and Red &ross blood dri es. 8a ing supported the war with arious contributions, the company recei ed a number of e9tremely high honors from the Army, Na y and 6.!. "reasury including the prestigious :E; for E9cellence Award from the 6.!. 7ar <epartment. &on erse without %uestion was the most popular shoe worn by the entire NBA, adults, kids and anyone else looking to sport this classic brand. 8owe er, hard times soon fell on this company. !tarting in the *+=(.s demand for its classic rubber toed shoes began to decline and kept declining for more than twenty years. Poor business decisions, lack of money, poor marketing and bad luck all contributed to the down fall. "he biggest problem occurred once Nike was established, which ended up causing &on erse to file for bankruptcy in 4((*. )n 4((&on erse accepted an offer from Nike to buy out the company making the greatest shoe &huck "aylor now in isible.

2 Small, Martire, Farrelly

Mission "his is the $ission !tatement of &on erse. :Our sales o er the past 4' years ha e been mostly to indi idual customers. !ome orders ha e been to teams, bands, numerous weddings, colleges, na y seals, high schools, clowns, inmates and arious organi#ations. All with the same goal 7EAR A !8OE "8A" $A>E! A !"A"E$EN". Remember when ser ice to a customer actually mattered2 )t matters here? 7e want to treat our customers like we treat our own parent@s and that is with respect. Our $)!!)ON is to deli er personal ser ice to our customers knowing that soon we will become friends. Our hope is that we pro ide the same shoes that our owner@s father wore for cross country in *+'/, and his grandfather wore to play stickball in the streets of Philadelphia in the -(@s. 6se the web, or call us for a real person@s oice. Our people know &on erse and ha e worked with the product for o er 4' years. Our success relies on you the indi idual customer, and how you feel when you enter our store, make a purchase, or ask a %uestion.;A*B As the new marketing organi#ers we want to be able to pro ide consumers with a durable, fashionable, comfortable and low priced to fit the a erage person. 7e want to keep the traditional look of &on erse, but ad ance it to meet the needs of the sneaker industry that e9ists today. 3inally, we want to establish long lasting relationships with all current and future customers.

What we are selling !tated pre iously in our opening statement, our group is going to de elop a new marketing plan for this company that will restore it back to one of the leading sneaker retailers in the world. 7e reali#e that we need to create products that will separate us from other companies by offering the ery best possible sneaker for arious acti ities people engage in from athletic performance to casual wear at affordable prices. )f you look at the sneaker industry today, the cost of purchasing a product is through the roof. &urrently, the economic outlook of not only the 6.!., but foreign countries is gra e and this means consumers are going to be watching how much money they are spending buying less e9pensi e items. One of our goals that we want to fulfill is to pro ide a sneaker that is affordable to customers. 7e belie e that ha ing a price in the range of C,(D**( for men and women and C-(D'( for kids will benefit the consumer because they will not ha e to pay e9tremely high prices for a %uality manufactured sneaker. &on erse reaches out to all customers ranging from young kids to adults. 7e feel that if we make a %uality product for all ages, we will gain market share and will be able to compete once again on a le el with our competitors. Our company.s intentions are to bring back the old traditional style shoe that was immensely popular and better than e er to customers.

3 Small, Martire, Farrelly

Competition As you know, we are a subsidiary of Nike. "herefore, our main competition is going to be with Adidas, Puma and Reebok. !ome smaller companies that we will need to also compete with in no particular order is New Balance, "imberland and Eordan. )f we want to reach the status of these companies, we belie e that first we need to tackle the second tier of competitors and once we do that, then mo e onto competing with the hea y weights. "he competition is going to be fierce and we need to de ise the ultimate marketing plan to become number one again. Keys to Success Our company first needs to de ise a list of goals that will help lead us to success in bringing back &on erse. 3irst, we need to find out what consumers are looking for in sneakers. !econd, we need to find out the demographics of people. "hird, get a specific target market and target age group. 3ourth, price our product realistically. Ne9t, de elop creati e marketing strategies to inform people of our product. 3inally, look for future trends in the industry and try to stay ahead of the game. 7e ha e our goals, but it is important to listen to the public and be able to make ad5ustments to our product, if necessary. Market Demographics Researching all aspects of people.s geographic, demographics, psychographic and beha ioral attributes is a ma5or ingredient to this company.s success.. FGeographicD )n the 6nited !tates alone, more than '(H of people own or ha e owned at least one pair of &on erse sneakers. "his statistic is ery important because it shows the impact that our brand has on e ery American citi#en no matter the age. 7ithout %uestion our main focus has to be on selling our sneakers in the 6nited !tates and then mo e onto e9panding it globally. )n the 6.!. we will look more into hea ily populated cities specifically middle to lower class families. F<emographicsD Our company belie es that age, income and location are the keys elements that went into our demographic research. Age is important because we want to target a specific group of people ranging from fi e to possibly /( years old. "his range would be ideal because young kids will want to wear a classic sneaker, and adults would want to bring back the old days growing up wearing nothing but &on erse. 7e want to offer a sneaker that is affordable for the a erage family income where people do not ha e to feel angered by a high priced sneaker. Our final key element is location because we want to target cities that are highly populated especially with young kids around the high school age. "argeting highly populated cities that ha e people with lower incomes would be good for our company because of the low priced shoe we offer. FPsychographicD Personality is one key element of psychographic because we want to reach out to people that are into both the classic, traditional looking &on erse shoe, and the newer hip styles we offer . Another psychographic trait that we need to look into is what the interests are for consumers when it comes to what they are looking for in a sneaker. A final trait to take into consideration would be lifestyles of people because are we looking to target someone who is an athlete or 5ust a normal person looking for a shoe of choice.

4 Small, Martire, Farrelly

FBeha ioral AttributesD "his topic makes up our final discussion on what &on erse belie es are the necessary attributes of market demographics. 7hen we target a specific market we want to know what people in that particular areas like to do so we can determine the appropriate sneaker for them. Market Needs 7e want to target indi iduals that are looking for a high performance shoe, but maybe don.t ha e the money to buy the e9pensi e ones. As mentioned before, our shoes sell from C,(D C**( for men and women and C-(D'( for kids which will make our target market the middle to lower class. "he ma5ority of people fall into these two classes, so this gi es us a great opportunity to create a need for our shoe. "he need is an athletic shoe that is stylish, credible, distincti e, classic, and has all the features of a top of the line sneaker, but is affordable. Market Trends "he sneaker market has definitely been changing course o er the last few years. "oday we are seeing more companies focusing on designing the proper shoe for any particular acti ity through ad anced technology. Also, the sneaker market has shifted course to de eloping more stylish, hip shoes that catch people.s eye. Market Growth After doing some research, ) belie e that the sneaker market is growing based on technological ad ances on the de elopment of sneakers. "op sneaker companies such as Adidas are spending millions to research what is right and wrong in the performance of a sneaker. 1ou need to design each sneaker with the correct specifications for its intended purposed. "he right designed pair of sneaker can keep an indi idual from getting sweaty feet, can keep feet from aching or de eloping in5uries, pre ent distractions while performing and keep you participating in something longer because you are wearing comfortable shoes that fit properly. Besides putting a lot of emphasis on making the most durable sneaker for certain acti ities, ) belie e another topic that is growing is the style. "oday sneaker companies are trying to create hip, uni%ue styles for e eryone. 7e need to keep the basic traditional look of the &on erse shoe, but add our own signature that makes our sneaker special. Another area of growth is the marketing of the product and the millions of dollars companies are spending promoting their product. "here are commercials on the ".I., ads in maga#ines, billboard signs and celebrity endorsement to name a few. "his will challenge us to once again find creati e ways to market our shoes to potential consumers and grab their attention.

5 Small, Martire, Farrelly

Target Market Growth/Market nalysis Ta!le Growth O er 0 1ears $ale AdultsJ *,D/( 3emale AdultsJ 4/D/( BoyJ /D*( GirlsJ /D*( "otal 4((, /((,((( *,(,((( 4=/,((( */(,((( *,*(/,((( 4((+ //(,((( 4-(,((( -4/,((( 4((,((( *,-(/,((( 4(*( '((,((( 4/(,((( -=/,((( 4/(,((( *,0=/,((( 4(** '/(,((( -((,((( 04/,((( -((,((( *,'=/,(((

O er four years we need to pro5ect how many potential consumers we can attract to purchase our products. 7e di ided each segment into male adults, female adults, boys and girls. Our goal is to increase our consumers each year by *(H by establishing new style sneakers, sneakers for different sports, durable sneakers and new apparel. $ales and females basically make up half of the population buying our products because more of them are looking to purchase top names like Adidas or Reebok. Boys and Girls we decided will be in this age bracket because parents will purchase the sneakers for them based on price and fit. Once boys and girls will get older and start playing sports and see athletes endorsing certain products they will by shoes more on the brand name and style.

Strengths 3irst, the &on erse shoe company has been in e9istence for almost *(( years. Ob iously, past management did something right in order to stay in business for this many years. &on erse needs management that is familiar with the sneaker industry, utili#e American labor and factories to manufacture the product in this country. Another strength is that our shoes ha e maintained a classic, stylish look, at a much cheaper price then our competitors. 7e should also take ad antage of the Nike name, if possible. Weaknesses 7e are competing against the hea y weights in our market. Reebok and Adidas ha e their name on ma5ority of ma5or professional and uni ersity athletic e%uipment. E en though we

6 Small, Martire, Farrelly

ha e superstars such a <wayne 7ade, and we don.t ha e the resources that the hea y weights do. 7e need to reestablish our market credibility. At some point, we are also going to ha e to di ersify our product line to include sports clothing and accessories. "pportunities 7e are marketing to the ma5ority of the people in the 6nited !tates, the middle class. "his gi es us an opportunity to sell a %uality product at a reasonable price. Also, we can possibly pro ide additional merchandise for customers. Threats Our main threat is our competition. !econdly, people iewing our shoes as cheap, not durable, lack of style which could lead consumers not buy our product. 7e need a marketing campaign to impro e our past image and put a positi e spin on &on erse. Also, the economic situation. People might wait longer to buy new sneakers. "his is one area for which we ha e no control o er. Critical issues Our shoes must catch the eyes of our customers, and pro ide a product that can stand up to wear and tear from physical acti ities. Also, the way we present our marketing strategies is critical to attracting new, future and former customers while keeping our present customers satisfied. Marketing Strategy &on erse was once the best sneaker company in the world. 6nfortunately, the company was not able to keep up with the new trends in technology, style and marketing. Our goal is simply to de elop the best marketing strategy we feel will help this company grow and be able to compete once again for a share of the sneaker market. 7e are not trying to hit a homerun right away, but 5ust slowly build positi e successes through sales, market share, positioning, image and awareness. F !alesD Ob iously the intentions of our company are to generate the most possible sales each %uarter and end the fiscal year making a high profit. Our main emphasis on sales will be geared at our strength being sneakers. 7e feel that sales should pro5ect really well do to the fact that our prices are well below our competitors, we will offer the traditional style shoes as well as new, trendy, stylish sneakers and we will ha e a %uality, durable shoe that will ser e you for comfort, athletics and style. Also, we will be offering one of the lowest priced products in the sneaker market that will be manufactured with high %uality. F $arket !hareD "here is no doubt that Nike has the most market share in the sneaker industry followed by Adidas and Puma. &urrently 5ust these three companies make up /-H of the whole market. Of the remaining 0=H market share a ailable we want to be at about 0H in our first year and by year four be close to *(H which would put us right behind our top competitors. F $arket PositioningD A ery important concept. !ince we really ha e been out of the market for a number of years, we need to actually be repositioning our product. 7e need to be clear and

7 Small, Martire, Farrelly

distinct about how our sneakers still ha e the wellDknown &on erse name yet are new and impro ed and how they are different from our competitors because of ad anced technology, through research, de elopment and design. Another way in which we can help ha e effecti e positioning is by applying !ergio Kyman.s fi e images which areJ *. "rademark )magery 4. Product )magery -. Associati e )magery 0. 6ser )magery /. 6sage )magery F )mageD focus upon the trademark image that was synoimous with the &on erse sneaker. Also, remind consumers of the work &on erse has done with the Army, Red &ross blood dri es that as a result has rewarded the company with numerous high awards. "he image we want to create with our new marketing plan is that our products are first rate, well manufactured, top customer ser ice and that we are hea ily in ol ed with arious charities and communities. &harities and community work are two important segments of the community that can increase our image positi ely, especially in tough economic times. A few ideas we ha e in mind are pro ide sneakers to local high school teams, donate sneakers to shelters for the homeless, sponsor e ents during the holiday season and start our own charity that will raise money toward youth sports. F AwarenessD 7e need to make consumers aware that &on erse is back. )t is important that we make nonconsumers, indirect consumers, light consumers, medium consumers and hea y consumers aware of our products. 7e can.t make any assumptions about consumer.s perceptions of our products. &ommercials, bill boards, radio and catalogs are a few ways we are going bring awareness to &on erse. Being that <wyane 7ade is currently our top endorser and one of the best players in the NBA it is important that we market him nationally and globally introducing his sneaker, but most importantly our brand name. #inancial "!$ecti%es 8a ing financial success is the main goal. 7e ha e to be realistic in setting our goals. )f we are successful, it will open up more opportunities and growth for this company. )n the first year we want to set a goal that we belie e will be easily reachable and hopefully e9ceed. 6nlike a business that is 5ust starting up that has no history which makes it sometimes difficult to make a lot of capital in the first year, we still ha e the proud tradition that millions of people are aware of. By ha ing name recognition first year sales we want to estimate should be about C0, million. 7e are setting our goal at this number because the economy is not ery good right now, we ha e lower priced sneakers and our competitors are controlling the sneaker market. 8opefully in year two and beyond we can increase sales by about *(H each

8 Small, Martire, Farrelly

year as well as gross margin by *(H. )f we do not reach the goal of a *(H increase that will be fine as long as we keep making money and not fall short of the pre ious year.s totals. Another important area dealing with finance is making sure we keep our e9penses at a reasonable number. !ome of our e9penses will be geared toward marketing, endorsements and manufacturing as we belie e we will spend about C-( million per year. Target Marketing )t is important that our company look all demographics of people and target that segment that we feel we will be the most successful in. "hrough proper segmenting of markets we will be able to ma9imi#e consumer satisfaction. 7e ha e identified four main characteristics of market segmentation that we feel will target specific wants and desires for consumers. *. !tate of Being A<emographicsBD three main areas we want to address in this stage is geography, age and income. GeographyJ we want to be able to target people throughout the entire 6.!. and world. )n order to do this we can set up online sur eys asking %uestions relating to what people like in sneakers and if they like our product. >nowing specific locations of consumers will gi e us a chance to ha e special campaigns where we can show them current and future products. Outer rims are consumers who are located far away specifically in other parts of the world. "argeting these people will be a lot harder because it will cost a lot of money marketing to them. Probably the most important way we can reach foreigners in our outer rims would be endorsements by our cliental like <wyane 7ade, most probably ia popular maga#ines or ".I. commercials, or newspapers. AgeJ 7e are looking to target the male population between fi e and *( years old. At this age it is the mother who is primarily buying the sneakers and they are looking at cost then style. Girls in this age bracket are primarily looking for style and color along with name recognition. )f we want to attract the teenage boys, then name recognition is tops on their minds. 8ere we ha e to ha e our product endorsed by a ma5or sports athlete. 3inally, if we want to attract the 0(L age group, whether male or female, we want sneaker that looks good and is priced realistically. "his age group doesn.t want to spend a lot of money on sneakers. 7hat is going to be important, howe er, is knowing what types of style certain age groups are looking for. "he younger generation are looking for trendy, stylish sneakers while the older generation is looking for a more classic look they were brought up on. )ncomeJ "he purpose of creating our sneakers is to make it affordable for anyone. )t does not matter if you come from a low income or high income family. &ertainly this shoe will benefit a lower income family, but we feel people with a higher income will still purchase because of the %uality and reputation. 4. !tate of $ind APsychographicsBD this assumes that consumers may be di ided by personality traits such as attitudes, interests and opinions. "his will be important for

9 Small, Martire, Farrelly

us to identify how we can de elop products that will fit the characteristics of our consumers. -. Product BenefitsD <e eloping arious types of sneakers for arious acti ities will bring different benefits for consumers. A basketball shoe will ha e the benefit of support, shock reduction and comfort while a casual type shoe will ha e the benefit of being light and fashionable. Besides ha ing benefits that come with the designs of a shoe we will ha e benefits for consumers such as discounts, memberships and any special type of e ent we could put on for loyal members. 0. Product 6sageD "his will take research to find out what type of consumers are purchasing our products such as light, medium or hea y users. )f our re enue is mostly coming from hea y users then we must keep targeting them more since they will keep on buying. 8owe er, we do understand that despite targeting hea y users we must also keep targeting light and medium users to con ince them of our products which will hopefully mo e them up to hea y users. 7e need to find the specific needs and wants from light and medium users to keep their interest le el. O erall, the specific target group that we are focusing on will be lower and middle class people because we feel our product will be best suited for them financially. 7e do feel high class people will still purchase our products but not to the amount of the other two groups because they will want to ha e a higher class sneaker. &ositioning "he sneaker industry is ery competiti e these days with a ariety of brands to choose from. One key element e ery sneaker company needs to look into is definitely the positioning of their products. "o position products you need to put the product in the minds of the consumers and make it clear and distinct. As ) ha e mentioned before, we feel that the two most important target markets of people that we should focus on are lower and middle class people because our product will suit them financially. ) do not want to make the impression that we are offering a cheap product because we clearly will not be because we are offering a %uality manufactured product, but at an affordable price. Adidas and Reebok are going to be two of our main competitors. Our 5ob is to make sure we pro ide a product that is different from theirs. A few ways we can ensure we are different is by de eloping new styles such as color schemes and designs, use different materials, sneaker designed for certain acti ities like basketball or mountain climbing or any other way that will be attracti e for consumers. Also, we need to ha e different approaches to marketing our products such as certain tele ision ads geared toward a certain element, special promotions and package deals. 7e feel our products will be better than our competitors because we are going to be pro iding an affordable shoe that is manufactured in the 6.! which will open up a lot of 5ob opportunities, thus helping the economy. Also, our product will be made with the best materials and designed using the most updated technology. "he biggest key is

10 Small, Martire, Farrelly

pro iding all of our consumers with an affordable, but %uality shoe that none of our competitors can match.

Market 'esearch >nowing what is the current trends in the sneaker market will be important for &on erse so that it will not fall behind its competitors, but rather be ahead. "he following are some ob5ecti es we will need to be aware of in the sneaker marketJ *. "rends in styleD we need to be able to identify what people are into or looking for in styles. "oday people are dedicated to making themsel es look good from head to toe including the best styling shoe. A lot of people will buy sneakers to match with certain outfits. 7e need to be both familiar with current trends that are popular and de elop new trends that people will like. 4. "echnologyJ this will be important with the de elopment of our products. 7e will need to be using the most high tech technology to de elop comfort, traction, durability, acti ity usage and any other aspect in the technological aspect of de eloping sneakers. Pre iously, &on erse fell behind its competitors and the sneaker market because it lacked keeping up with the technology aspect, and as the new marketing plan we are de eloping we will not let that happen. -. $arketingJ need to be able to keep up with how other companies are marketing their products. Need to identify what is working to attract people.s attention erses what isn.t, and come up with new creati e ideas. )n order to ha e affecti e market research we need to ha e sur eys for people to fill out that will let us know what they think of what we are currently doing and they can put in suggestions of what we need to do better. Also, we can do market forecast reports and market share reports to help us get a better understanding of where our company stands.

Marketing Mi( ProductJ 3irst our main product is the selling of sneakers for both athletics and casual wear. Our secondary products that we offer are clothing such as tee shirts, sweat shirts and tops, socks and backpacks. PlaceJ 7e will be selling all our products worldwide through retail stores and through our website.

11 Small, Martire, Farrelly

PriceJ C,(D**( for both male and female adults, C-(D'( for both boys and girls regarding sneakers. Products Adults >ids "ops C-(D'( C4(D// "D!hirts C*/D4/ C*4D4/ !weatshirts 8ats C-/D/( C-(D0/ C*/ C*( !hoe Maces C-./( C-./( !ocks C, C, Bags C4(D0( C4(D0(

PromotionJ ".I. commercials, promotions through different websites on internet, ads in popular maga#ines for adults and kids such as !ports )llustrated, bill boards etc.

Sales #orecast Pro5ecting your sales is an important aspect to a company. By pro5ecting your sales, you assume how much you can make in re enue less your e9penses, which will open up other doors for your company, such as how much money you can put towards marketing, sponsors or promotions. Nuarter*DEanD $arch Pro5ections C*4 mil Nuarter4DApr. DEune Pro5ections C*4 mil Nuarter-DEulyD !ept. Pro5ections C*4 mil Nuarter0DOct.D <ec. Pro5ections C*4 mil "otal !ales Pro5ections C0, mil

7e are estimating that for each of the four %uarters we can make roughly C*4 million which would bring our total to C0, million. "his is actually a reasonable number to reach because after analy#ing our competitor.s annual sales, it is e9tremely higher than ours. )f we are able to market our products effecti ely to the right type of consumers it shouldn.t be a problem reaching these figures.

12 Small, Martire, Farrelly

Budget nalysis $arketing products de eloped by any company is going to cost a lot if your intentions are to reach millions of people.s eyes. Our intentions at &on erse is to market our products through a ariety of ways such as NBA endorsements from numerous players, ".I. commercial with our NBA clients, bill boards, ads in maga#ines, papers and internet. 7e understand this is going to cost a lot of money and we need to budget our spending especially in the first year. 7e need to analy#e what the best possible marketing strategies that will be the least e9pensi e, but get the messages across to people. E9pensesJ NBA &lientsJ !igning high profile NBA superstars will definitely be e9tremely e9pensi e, but we feel it will be more of a benefit to the company. By ha ing them wearing our products and appearing on commercials it will get the attention of a lot of young kids that might look up to them as well as many other people and will get them to purchase our products. ".I. &ommercialsJ 8a ing commercials promoting our products will be huge to attracting consumers. 7e can ha e commercials with our NBA endorsers as well as commercials without them. 7e will need to determine what time of day, certain months, what ".I. shows our commercials will run through and how long we want them to be. "his marketing strategy will be e9pensi e, but in the end, as ) pre iously stated it will benefit &on erse. Bill Boards, ads, maga#ines, papersJ "his will not be as e9pensi e as the pre ious two, but will still ha e a great affect on consumers. Bill boards are becoming one of the best marketing strategies now because they are not that e9pensi e and will be seen 40 hours a day, = days a week. 7e need to determine the appropriate times of the year to ha e these such as during basketball season or before kids go back to school. Also, we can put ads in ma5or maga#ines that appear in popular places such as doctor offices, dentist offices or !tarbucks that ha e a lot of people reading. )nternetJ 7ill not be e9pensi e, but with millions of people on the internet e ery second of the day it will attract them to our products. One option we could do is ad ertising through Google or 1ahoo, two e9tremely acti e sites for people. 7e can create a web site that is easy to na igate and that will inform the consumer with detailed information about our products, and allow them the opportunity to post suggestions or purchase. Estimated E9penses NBA &lients ".I. &ommercials Bill Boards, ads, maga#ines, papers C- mil )nternet "otals

C*, mil

C, mil

C* mil

C-( mil

13 Small, Martire, Farrelly

)mplementation and Controls "he following is the top priorities that we feel are the most important for our new marketing plan that we ha e de eloped for &on erse. &ertain indi idual people will ha e the responsibilities on certain aspects of the marketing plan, but as a team we will all work together to be successful. )f we are able to succeed in these critical aspects then we feel our company will be on the rise and once again one of the top sneaker retailers in the world. *. $arket NeedsD 7e need to be able to identify what people are currently looking for in sneakers, what future needs could be and make sure we are different than our competitors. 4. "arget $arketingD Once we identify what the needs are in the market, we need to be able to target specific groups of people based on age, income, geography demographics etc. -. PositioningD Being able to position our products in the minds of consumers will generate more sales. Proper marketing, ad ertising, promotions etc. will be main factors to the positioning our products. Brian Positioning C4 mil <ecember /, 4((, Anthony $arket Needs C*((,((( <ecember /, 4((, !hane "arget $arketing C*=/,((( <ecember /, 4((,

Strategy &yramid $issionJ Getting consumers locally !trategyJ Promotions "actic*J <iscounts on products "actic 4J &oupons to win free items "actic -J Pass out flyers to people in hea ily populated areas $issionJ "argeting consumers nationally and globally !trategyJ Proper $arketing strategies "actic *J ".I. commercials featuring <D7ade to be aired in prime time spots and with prime time shows "actic 4J Bill Boards in ma5or cities like New 1ork or Eapan "actic -J !igns ad ertising on anything from ta9i cabs, ans, buses

14 Small, Martire, Farrelly

$issionJ New trends in design !trategyJ Proper research "actic *J <e elop new style designs with colors or graphics "actic 4J Ask consumers to gi e opinions on &on erse.com for ideas "actic -J Mook to see what competitors are doing

15 Small, Martire, Farrelly

Reference Page

7hat is the mission statement for &on erse !hoe &ompany2 Retrie ed No ember *4, 4((,, from httpJOOwiki.answers.comONO7hatPisPthePmissionPstatementPforP&on erseP!hoeP&ompany

!neakerhead.com, &on erse 8istory. Retrie ed No ember *(, 4((,, from httpJOOwww.sneakerhead.comOmanufactureDcon erse.html

16 Small, Martire, Farrelly

Você também pode gostar