A marketing plan for Native Fitzsimmons
Filipino consumers have positively responded to the growing health and wellness trend creating a demand for comfortable footwear. At the same time, the market increasingly sees footwear not just as a basic necessity but also as a way of expressing individuality and style. The Native Fitzsimmons boot...
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| Main Authors: | , , , |
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| Format: | text |
| Language: | English |
| Published: |
Animo Repository
2012
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| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/etd_bachelors/18145 |
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| Institution: | De La Salle University |
| Language: | English |
| Summary: | Filipino consumers have positively responded to the growing health and wellness trend creating a demand for comfortable footwear. At the same time, the market increasingly sees footwear not just as a basic necessity but also as a way of expressing individuality and style. The Native Fitzsimmons boots embodies both comfort and style but struggles with low brand awareness and visibility in the country which caused the slow movement of its inventory. The main goal of this marketing plan is to clear out the Native Fitzsimmons inventory, approximately 5,000 pairs, before the replenishment of the stocks by the end of August 2013 without suffering any losses. The entire marketing plan will cover eight months starting from January 2013 to August 2013.
The target market covers fashionable individuals from ages 18 to 25 from the socioeconomic classes AB and upper C. The wide array of colors available best suits the style of the consumers. In addition, the lightweight feature and EVA-foam injected material make the Native Fitzsimmons comfortable to wear and good for walking. In order to meet the main goal, objectives such as increasing product awareness and selling-out the remaining inventory were set by the researchers. These objectives can be attained by using the proposed strategies, which were formulated based on the results of the UAI study with 100 respondents who are fashionable. The proposed strategies cover Native Fitzsimmons' distribution program, big idea and tagline, advertising program, sales promotions program, and public relations program. Native Shoes Philippines should invest a total of Php803,674.50 to be able to support the proposed strategies by the researchers. This amount would be allocated for the advertising, sales promotions, and public relations expenses. |
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