Marketing Segmentation

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Marketing Segmentation & Product Positioning

Marketing Segmentation & Product Positioning
Assignment # 1
October 20, 2011
Dr. Dotty Heady
Strayer University

Introduction to SKO
The shoe industry, with $27 billion in annual revenue, has many household name brands and many levels of prices and quality. (firstresearch.com) A large part of that industry is athletic shoes or sneakers which are designed for sports and casual wear. Sneakers are a major facet in urban wear. The costs of popular sneakers range from $65 to over $100 a pair. For families who have multiple kids this is a costly expense. One child in addition to a pair of casual sneakers may need a pair for sports they play. Parents want their kids to have what they desire but this is not always feasible when faced with these costs. There are alternatives to the more popular brands but they are not always comparable. Kids aren’t always happy with the more affordable styles and options and parents may not be satisfied with the quality. Our company, SKO, is going to bridge that gap. The purpose of our company is to provide consumers with an alternative to the high price brands like Nike and Reebok and the lower quality brands at stores like Payless, Wal-Mart and Target. We want to provide well-made sneakers that are stylish and will stand up to the wear and tear that they are often up against. Our mission is to provide consumers with sneakers with cutting edge designs and quality construction at an affordable price.
Marketing Objectives
Marketing objectives are an important key to growing a business. The purpose of the marketing objective is to have a measurable goal on how to generate or increase sales. (smallbusinessnotes.com) The marketing objective for SKO is to increase brand awareness and ultimately penetrate large retail. These objectives will be met by advertising on…...

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