A marketing plan for ACCEL Running Shoes

• Main Authors: Da Sol, Kwon, Ling, Jessica, Rebaldo, Hana, Santillan, Chelsea
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18199
• Institution: De La Salle University

This is a marketing plan for ACCEL's running shoes which currently promotes Push Your Limits for their running shoes. The group conducted UAI surveys on different locations where there are runners aged 15-25 years old who exercise for health and fitness. It scores a relatively low brand awareness of 73% ranking 4th, compared to its competitors, Nike, Adidas, and Reebok placed at 1st, 2nd and 3rd respectively. But only 10% out of 102 respondents purchased and tried ACCEL's running shoes. When the respondents were asked about the reasons why they did not purchase ACCEL's running shoes, 32% were not familiar that the brand has running shoes, 30% prefer other brands, 24% have other reasons like: they use old shoes and they have limited time and budget while the remaining 14% distrust the brand. The group found these consumer feedbacks by conducting the UAI survey. The problems that ACCEL running shoes face now is how to win customers away from Nike and Adidas and how to increase trial usage since only 10% bought and used ACCEL. Nike and Adidas have positioned their running shoes where one uses it for intense trainings. Therefore, the group thought to depart from the world of competition and position ACCEL as a pair of lifestyle shoes where runners use it 2 to 3 times a week. The goal of this runner is not to win but instead, just to keep his body fit and healthy. From the survey results, the group found out that 79% run for health while the other 21% run for training and meditations. The plan is to tell the people that they can get a pair of running shoes in a more affordable price in ACCEL if their purpose is for exercise only. Also, this is to keep in the minds of the people that ACCEL running shoes are of good quality as well.