MKW1120 Week 8 submission: Market Segmentation, Targeting and Positioning Segment Name
| Brief Profile
| Sports Shoes Features
“Run Scotty, Run”
| Adult males who like to run on the weekends.
| -cushioning impact, shock absorption, good heel control
| “Gym Junkies”
| Adult females who are gym members.
| -lightweight shoes to prevent foot fatigue-extra shock absorption-double-lasted combination of leather and mesh(support & ventilation)-solid rubber with micro-grip for traction on smooth surface-mid-sole sidewall stitching, high airbag -elegant with futurist design (Puma)
| “Hit and Giggle”
| Adult female social tennis players.
| -stability inside and outside shoes-flexibility in the sole beneath the ball of the foot for quick movements-neutral-cushioning shoes for shock absorption -softer soled shoes on soft court -lightweight shoes-price range: $40-80 (Wilson Pro Staff)
| “The Pros”
| Professional male football players.
| -lightweight synthetic leather mixed with breathable mesh for cool yet supportive fit-heel inner sleeve offers an improved lockdown-exterior heel cup improves for fast motion -cleats incorporated medial and sideways wraps for better support
| “Lil’ Tackers”
| Male and female children who play sub-junior football.
| -rubber outsole to deliver the traction on the field-synthetic upper with ankle strap for support-phylon midsole for lightweight cushioning-design with a secure midfoot strap and blade style cleats provide strong grip on the field
| “Fast Off the Blocks”
| Male and female professional sprinters.
| -motion-control shoes -durable rubber outsole for great traction-cushioned insole and collar for a comfy fit-lightweight, stiff and durable-upper part is perforated for breathability
| “The Long DistanceRunner”
| Male and female marathon runners.
| -neutral-cushioning shoes to absorb impact-stability along the medial side of the shoes-lightweight cushioning and durability-maximum rearfoot shock attenuation in all levels of...
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