Greek Shoe Company Marketing Plan


Cover Page

The sports apparel industry is heavily fragmented from both a domestic and international perspective. For one, the growing middle class of India and China are creating a unique value proposition for sports apparel brands who are global in nature. These global brands are heavily focused on creating a dominate market position within their specific market niche (Aaker, 2020). In addition, these brands are interested in creating occupying a niche within the consumers minds so that they are often associated with certain consumer behaviors. Ideally many brands are looking to become so successful in their marketing campaigns that they become a verb. Example include Google it of I will FedEx it. Here, companies have essentially become so engrained in the consumer subconscious that they associate routine behavior with a certain company (Abbey, 2018). In this case they associate searching the internet with Google and package delivery with FedEx. Sports apparel companies are no different in this regard. They look to leverage their brands to create a compelling value proposition for customers through marketing, advertising, and promotion Competitors such as Nike are much more heavily focused on brand building and spend heavily to occupy consumer mind share as it relates to apparel and corresponding products (Dove, 1991). They also invest heavily into endorsement and sponsorship. Here Nike is looking to be associated with the great accomplishments of athletes. Campaigns such as Be Like Mike empowered fans of Michael Jordan to not only purchase his shoes, but to behave like a champion (Abdel-Khalik, 2020). Through marketing Nike was associated with arguable the greatest basketball player that ever lived. They are currently doing the same thing with Lebron James, Zion Williamson and other sporting athletes (Jones, 2019). Here, the marketing strategy is predicated on associated the brand with many of the incredible on-field or on-court moments. Consumers, wanting to emulate these respective athletes often look to purchase their shoes and other apparel products (Acimovic, 2018).

The start Greek company will be named Area after the Greek god of war. The company will focus on the running show segment with the European region with particular focus on Greece and Spain. The mission of the company will be to inspire all consumers to live an active lifestyle by providing the highest value and quality running shoe in the market. As such, it will occupy the higher margin, luxury running shoe segment. The vision of the company to inspire all individuals to become active. The company will look to market heavily in the Greece and Spain regions to occupy the luxury running shoe segment of the market (Adamson, 2020).

Introduction to the Report

Sports apparel marketing is very complex task. For one, the ability to segment the target market has now become much more sophisticated. Consumers are also much more sophisticated given the number of options they now have available within the marketplace (Fowler, 2020). Globalization and supply chain expansion has increased the overall market availability of footwear (Mamic, 2018)They also heavily utilize the concept of show rooming to segment the market for perspective purchases. Each of these elements are used in a manner to allow consumers to better curate and segment products that have a compelling value proposition for their needs. Social media also plays a very large role in marketing. Here, data analytics and other forms of data science can better segment consumers and the products they demand.

Data analytics will be central theme throughout the marketing plan. For one data analytics provides much more pertinent data as what consumers are interested in (Cui, 2019). Through social media, marketers have a glimpse...…Ketzenberg and R. Metters. 2018. A more profitable approach to product returns. MIT Sloan Management Review (Fall): 1-6.

3. Abdel-Khalik, A. R. 2020. Advertising effectiveness and accounting policy. The Accounting Review (October): 657-670. (JSTOR link).

4. Acimovic, J., M. K. Lim and H. Mak. 2018. Beyond the speed-price trade-off. MIT Sloan Management Review (Summer): 12, 14-15.

5. Adamson, B., M. Dixon and N. Toman. 2020. The end of solution sales. Harvard Business Review (July/August): 60-68.

6. Adamson, B., M. Dixon and N. Toman. 2019. Dismantling the sales machine. Harvard Business Review (November): 102-109

7. Buck, M. (2020). Air Nike Slam Dunk.Feminist Studies,30(2), 271271.

8. Cui, G. (2019). Marketing Strategies in a Multi-Ethnic Environment.Journal of Marketing Theory and Practice,5(1), 122134.

9. Coye, D. (2019). The Sneakers/Tennis Shoes Boundary.American Speech,61(4), 366369.

10. Chen, M., & Chan, A. (2019). CHINAS MARKET ECONOMICS IN COMMAND: FOOTWEAR WORKERS HEALTH IN JEOPARDY.International Journal of Health Services,29(4), 793811.

11. Dove, R. (1991). Nike.Ploughshares,17(2/3), 270270.

12. Paulicelli, E. (2020). Nike shoes: from silent cinema to the present. In E. Ezra & C. Wheatley (Eds.),Shoe Reels: The History and Philosophy of Footwear in Film(pp. 125135). Edinburgh University Press.

13. Fowler, D. (2020). THE ATTRIBUTES SOUGHT IN SPORTS APPAREL: A RANKING.Journal of Marketing Theory and Practice,7(4), 8188.

14. Hjer, L., & Pedersen, M. A. (2019). Market Tricksters. InUrban Hunters: Dealing and Dreaming in Times of Transition(pp. 165187). Yale University Press.

15. Howard Conklin. (2018). The Awakening of a Sleeping Giant: The Shoe Industry.Financial Analysts Journal,21(2), 5964.

16. Thomson, R. (2019). Invention, Markets, and the Scope of the Firm: The Nineteenth Century U.S. Shoe Machinery Industry.Business and Economic History,18, 140149.

17. Jacalyn Duffin, & Charles R. R. Hayter. (2000). Baring the Sole: The Rise and Fall of the Shoe-Fitting Fluoroscope.Isis,91(2), 260282.

18. Jones, H. (2019). Nike and social responsibility.RSA Journal,148(5495), 2021.

19. Mamic, I. (2018). Managing Global…

Sources Used in Documents:

References (recent. From the Last 4 years)

1. Aaker, D. 2003. The power of the branded differentiator. MIT Sloan Management Review (Fall): 83-87.

2. Abbey, J., M. Ketzenberg and R. Metters. 2018. A more profitable approach to product returns. MIT Sloan Management Review (Fall): 1-6.

3. Abdel-Khalik, A. R. 1975. Advertising effectiveness and accounting policy. The Accounting Review (October): 657-670. (JSTOR link).

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