Marketing Management

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List of Figuresiii
List of Tablesiii

1
QUESTION 1

1.0 Introduction1
1.1 Marketing Mix Decision at FitFlop1
1.1.1 Product & Customer’s Solution2
1.1.2 Price & Cost 4
1.1.3 Place & Convenience4
1.1.4 Promotion &Communication4
1.2 Conclusion5
6

QUESTION 2

2.0 Introduction6
2.1 Geographic Segmentation6
2.2 Demographic Segmentation7
2.3 Psychographic & Behavioural Segmentation8
2.4 Distribution & Media Segmentation8
10
2.5 Conclusion9
QUESTION 3

3.0 Introduction10
3.1 Brand Equity Management by FitFlop10
3.1.1 Brand Loyalty11
3.1.2 Brand Awareness12
3.1.3 Perceived Quality12
3.1.4 Brand Associations12
3.2 Branding Strategies Used by FitFlop12
3.3 Conclusion13

14
QUESTION 4

4.0 Introduction14
4.1 Importance of Market Research to FitFlop14
4.2 Conclusion16
17
QUESTION 5
5.0 Introduction17
5.1 Direct & Interactive Marketing Communication 17 5.2 Direct & Interactive Marketing Communication used by FitFlop18 5.3 Conclusion20
21
REFERENCES

LIST OF FIGURES

FIGURE| | PAGE|
Figure 1.1| Lauterborn’s Theory| 2|
Figure 1.2| Sales from Shaping & Toning Footwear in US| 3| Figure 2.1| Demographic Segmentation Variable| 7|
Figure 5.1| Marketing Communication used by FitFlop| 18| Figure 5.2| Phone Kiosks of FitFlop| 20|

LIST OF TABLES

TABLE| | PAGE|
Table 3.1| Branding Strategies of FitFlop| 13|
Table 4.1| Results from Marketing Research Methods| 15|

FitFlop is Stepping Up its Game

QUESTION 1:
Describe and explain the marketing mix decisions that Marcia Kilgore made to influence the trade channels as well as the final consumers. Use the suggestion of Robert Lauterborn that the seller’s 4P’s should correspond to the customers’ 4C’s in your explanation.

1.0 Introduction
The survival of any business is dependent on proper marketing. The shortest definition of marketing is given by Kotler and Keller (2006:5); ‘‘meeting needs profitably.’’ Profit is generally defined as the difference between selling and buying price which naturally involves consumers and producers. The relation between consumers and producers is governed by proper marketing mix decisions. FitFlop is a footwear company which was launched in 2007 and has been able to forge a way to the elite. The marketing mix decisions used by FitFlop are assessed in the following sections using Lauterborn’s theory.

1.1 Marketing Mix Decisions at FitFlop
Mullins et al. (2006:18) described marketing mix as,
‘‘combination of controllable marketing variables that a manager uses to carry out a marketing strategy in pursuit of the firm’s objectives in a given target market.’’
Robert Lauterborn (cited by Kotler & Keller, 2006:20) suggested that seller’s 4P’s should correspond to customer’s 4C’s as shown in Figure 1.1. The marketing decision taken by FitFlop is categorised into four sections as based on Lauterborn’s theory. The four sections are * Product & Customer’s Solution

* Price & Cost
* Place & Convenience
* Promotion & Communication

Figure 1.1: Lauterborn’s Theory

1.1.1 Product & Customer’s Solution
The product in this case is the FitFlop footwear and the objective of alleviating the common foot issues is an ideal solution to customers. Shoes are now basic necessity in people’s everyday life. However, finding a suitable pair of shoes can prove to be a hectic task. It can be assumed that nowadays most active people spend around 12 hours per day wearing shoes. Moreover, according to Chevins & Peckham (2010), an average person spends four hours on their feet and takes between 8,000 and 10,000 steps each...
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