Promotional Plan Critique
Brown Shoe Company:
The company that I selected for my promotional plan critique is Naturalizer, which is a brand within Brown Shoe Company. Brown Shoe Company was founded in 1878 and is headquartered in St. Louis, Missouri. Brown Shoe is a $2.6 billion leader in the footwear industry. Brown Shoe Company Inc. is a global footwear company that operates as a footwear retailer and wholesaler in the United States, Canada, China, and Guam. It provides licensed, branded, and private-label casual, dress, and athletic footwear products to women, men, and children (About Us, 2012).
As of January 2012, the company operated 1,323 retail stores under the Famous Footwear and Naturalizer names (Trends, 2012). The company’s Famous Footwear retail stores offer products under numerous brands including; Nike, Skechers, New Balance, Converse, Puma, Adidas, DC, Asics, LifeStride, Dr. Scholl’s Shoes, Reebok, Vans, K-Swiss, BOC by Born, and Naturalizer. It also operates retail stores under the Naturalizer brand that sells women’s shoes; and other store concepts. Brown Shoe Company, Inc. also sells its products through a successful online business. In addition, it designs, sources, and markets footwear for women and men to retail stores that include national chains, mass merchandisers, department stores, independent retailers, catalogs, and online retailers (About Us, 2012). Brand Image/Mission Statement
When Naturalizer was founded, the brand had the revolutionary idea of creating stylish and comfortable shoes made just for women. The brand became known as "the shoe with the beautiful fit." For years, Naturalizer has understood how truly comfortable shoes can help women move energetically through their day and live life to the fullest. Naturalizer shoes are designed with the best of each season's trend-right looks, details and materials that women will love for social, work, play and every day. The brands mission statement is: Naturalizer remains committed to designing beautiful shoes that feel as good at the end of the day as they do at the beginning (Conti, 2008).
Naturalizer is recognized as a “global” footwear company with a diversified portfolio that distributes their shoes through department stores, national chains, independent retailers, Famous Footwear retail stores, catalogs, and e-commerce sites” (Datamonitor, 2009). The current marketing strategy being used by the company revolves around capturing as much of the market share as possible by offering several product lines to meet these objectives. This strategy has been successful because of the emphasis on offering “value to customers by focusing on a combination of “style, convenience, quality, and price” that appeals to a diversified customer base (About Us, 2012).
Today, Naturalizer is a well-recognized brand among career women who are over the age of 35. The brand has continued to build a solid reputation in the footwear industry by consistently providing quality dress and casual shoes that are known for their comfort. Naturalizer has established brand loyalty among its current customers by offering a variety of affordable shoes that cater to the diverse lifestyles of all women (Trends, 20012). IMC Mix
As a footwear contender, Naturalizer has set itself apart from the competition by emphasizing on quality materials engineered to provide women with the experience of true comfort without sacrificing style. Naturalizer has successfully differentiated itself from the competition by consistently advertising the brand as comfortable shoe with feminine style. Naturalizer shoes are designed with the best of each season's trend-right looks, details and materials that women will love for social, work, play and every day (Brown, 2009). The key components of Brown Shoe Company’s IMC mix that will be the focus of the critique include; advertising, direct marketing, social and support media. All of these categories will...
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