Using competitive marketing intelligence, give a brief analysis of publicly available data on the demographics for Sydney consumers and assess the customer environment.

Case Study (Worth 100%):

 

You are a marketing manager for your own high-end firm in Sydney. Alexis Ford is a new client who has recently developed an innovative and sustainable product and needs your help bringing it to the market. Alexis is a young entrepreneur who recently completed MARK804 and is now ready to take on the Australian market!

 

Ms Ford has created a new line of women’s shoes which are made from 100% recycled materials.

Additionally they utilise a new type of technology where they use 50% less resources than traditional shoes in her market. The shoes are also 100% vegan.

 

They are manufactured in Australia and 20% of all sales will be donated directly to victims of domestic violence (a cause close to Ms Ford’s heart). When women no longer want/need their shoes, they can return them to any store which sells the shoes and they will be recycled into new shoes or accessories.

 

The shoes are highly fashionable and runway ready. Ms. Ford feels her main competitors would be Victoria Beckham, Balmain, Balenciaga, Manolo Blahnik, Saint Laurent, and Alexander McQueen.

 

Additionally Ms Ford is in the process of creating a men’s shoe line. The men’s shoes will also be high-end, made in Australia from 100% recycled material and vegan. She believes the main competitors for the men’s shoes are, Belancé, Crockett & Jones, Double Monk, John Lobb, Stanley and Viola Milan. Ms Ford plans on making sophisticated loafers and boots.

 

You may choose the women’s line, men’s line or both in your brief and should present the following elements in a report (next page).

 

It is critical that you define any and all marketing theory and justify all of your answers.

 

 

Your report should contain the following information:

 

Part I: Introduction + market research (Worth 10 marks):

 

  • Using competitive marketing intelligence, give a brief analysis of publicly available data on the demographics for Sydney consumers and assess the customer environment.

 

Part II: Customer-driven marketing strategy (Worth 40 marks):

 

  • Discuss which segments exist for the shoe market (Geographical, demographic, psychographic and behavioural).
  • Target market – Which segment from the ones you listed above will you target?
  • How will Ms Ford differentiate her brand to her competitors and create greater value for her target market?
  • Create a positioning statement for the brand.

 

Part III: Marketing Mix (4 Ps) (Worth 45 marks)

 

  • Product (10%) : Create a brand name.
    • Create a tag line for the brand.
  • Pricing (5%): Chose a pricing strategy.
  • Placement (5%): Discuss where the shoes will be sold (standalone stores, department stores, online, all of the above). Discuss how stock will be stored/delivered.
  • Promotion (20%): Create a print Ad ready for a trendy fashion magazine AND for social media. This can be a photo or sketch. What type of Ad style will you use and why?
    • Which magazine will the Ad be shown? Be specific.
    • Which social media site/s will the Ad be shown? Be specific.

 

Summary (Worth 5%):

 

  • Include a brief conclusion summarising your report.

 

 

Before submitting, double check that you have defined the theory and justified your answers. When you are finished, please upload the report to your Moodle site for marking.

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