Kinky Boots is a movie produced by Julian Jarrold in 2005, it tells the story of Charlie Price who inherits a traditional Northampton shoe factory from his father. Charlie discovers that the business is in trouble. Price & Sons factory is four generations old, they have the advantage of the experience and the knowledge how to create good quality shoes but the weakness is the price which is too high. Even if the durability of the shoes is considerable, due to the economic crisis in England people can’t buy Price & Sons shoes. The factory is threatened by the East-European shoes factory, they make less quality shoes with less durability but cheaper; consequently, people have tendency to buy the cheaper one. However, the factory has a lot of experienced workers so it has the opportunity to react by creating a new product with good quality.
One night in London, Charlie sees Lola a drag-queen who wears shoes with high-heels broken because of her weight. Meeting Lola gives Charlie the idea of making high-heeled shoes for the niche market of cross-dressers. The firm enter in the phase of new product development, Charlie got the idea of creating new type of shoes that is the first phase called idea generation. Then, the second phase is the product concept and development screening, in this phase Charlie and Lola find the best way to create high-heel shoes with steel structure to support male’s weight. Immediately, workers get down to business, stitching, stamping and operating machinery, to get the factory back in the business of crafting quality shoes. Next, Charlie has to develop a marketing strategy, he has to analyze and segment the market and target the potential customers, which are the drag-queens. By offering one or more products to a single segment, he decides to develop a concentrated targeting strategy. Moreover, he has to positioning his product, he develop a marketing mix that provides a...