Starbury Collection Stephon Marbury's pricing strategy to endorse a signature sneaker for $0.98 only demonstrates his objective for his brand to become the "cost leader" among sneaker products in the market. As a cost leader, Marbury's sneaker brand aims to appeal to a broader set of markets, offering them a sneaker collection that is similar to style, design and function as other leading brands in the market -- only, Marbury's sneaker collection, Starbury, is sold at a cheaper price than these leading brands.

The Starbury brand's positioning in the market reflects its pricing strategy. It appeals to a broader consumer group, which means Marbury's sneakers target a broad range of consumer groups. Starbury's customers range from young adults to adults. In addition, the inclusion of a clothing apparel line shows that the brand tries...

As a result of its broad scope of target markets, it has low differentiation from the leading brands in the sneakers market. However, its pricing strategy sets the Starbury brand from its competition. Low prices appeal to a broader set of markets, which is in keeping with the brand's strategy and positioning. Sneakers as a basic commodity in the country today justifies Marbury's strategy to keep it at low pricing and broad market positioning. This justification prevents, if not totally eliminates, quality issues that can be used against the brand by the competition. However, despite these possible issues on the quality of Starbury sneakers, its low pricing can still be a factor that will make it a more preferred brand than the brand leaders in the sneakers market.
2. Consumer demand…