Rebranding of all soled out, a sports specialty store

• Main Author: Comendador, Maria Roanne C.
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Organizational change; Organizational effectiveness
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5791
• Institution: De La Salle University

This action research aims to address the issue of All Soled Outs confused brand identity. For years since its inception in 2009, the store struggled to remain afloat due to conflicting strategies in merchandise, promotion and message. Fast forward to 2015, it is high time that the store be given an ultimatum on how it will survive. Since the store has been bleeding each year, the plan on how to turn things around for All Soled Out has become a tall order. This action research made use of methodologies and tools to help address the issue. Action Research Cycle, ORJI Cycle and Ladder of inference are some of the tools my team and I utilized to help spark collaboration. A major overhaul was needed for All Soled out, and the team agreed to use Kurt Lewins change management model to help set the sail of the store to a new direction. My team and I used the 7 Ps of Marketing as our conceptual framework. Initially, for cycle 1 we used the 4 Ps of Marketing. However, upon recognizing the results of our research, the team decided to utilize the additional 3 Ps, putting more emphasis on (add P) People and Physical Evidence. Due to the urgency and high demands of change that need to happen, the intervention through rebranding proved to be the key to solve the confused identity of All Soled Out.