GEOX STRATEGIC MARKETING
The shoe that breathes
29th november, 2013
Index
1.
2.
3.
4.
5.
Introduction
Marketing research
Segmentation
Target & Positioning
Conclusion
1. Introduction
→Founded in 1990 by the Italian Mario Moretti Polegato.
→High quality and innovative shoes and apparels
→Strong advertising campaign “‘breathable shoe”
→Investing heavily in research and development
→Focus on the product though technological and innovative solutions
→Sold last year 16 millions of pairs of shoes
2. Environment
Geox develops its activity within the shoe sector or industry.
Macro environment
→Political: make the country more competitive and internationally credible and increasing closed relationships with the US and China.
→Economic: economic crisis makes people poorer and less willing to spend on shoes.
→Social: strong social security system and high human development indicators.
→Technological: Italian government has committed itself to improve R&D expenditures and innovation.
Porter’s five forces analysis
Micro environment → Porter’s five forces analysis
1) Power of buyers: Geox is the only firm that produces the ‘’breathable shoe”
2) Power of suppliers: high bargaining power
3) Rivalry existing in the market: high rivalry within the market (Adidas, Nike…)
4) Threat of substitutes: low
5) Threat of new entrants to the industry: market is almost saturated nowadays
3. Segmentation
The shoe market as all the different markets in the world is very influenced by segmentation.
This helps GEOX placing their new products in the market as they have in mind the basic and general features the consumer of their product has.
The market is usually divided by the following variables:
Geographical: Urban people
Demographic: High income
Psychographic: Active lifestyle
Behavioral: Loyalty to the firm
There are so many different segments in the shoe market as not everyone wants the same shoes for themselves, so it is divided between sports people, people that wants a certain style or people that
29th november, 2013
Index
1.
2.
3.
4.
5.
Introduction
Marketing research
Segmentation
Target & Positioning
Conclusion
1. Introduction
→Founded in 1990 by the Italian Mario Moretti Polegato.
→High quality and innovative shoes and apparels
→Strong advertising campaign “‘breathable shoe”
→Investing heavily in research and development
→Focus on the product though technological and innovative solutions
→Sold last year 16 millions of pairs of shoes
2. Environment
Geox develops its activity within the shoe sector or industry.
Macro environment
→Political: make the country more competitive and internationally credible and increasing closed relationships with the US and China.
→Economic: economic crisis makes people poorer and less willing to spend on shoes.
→Social: strong social security system and high human development indicators.
→Technological: Italian government has committed itself to improve R&D expenditures and innovation.
Porter’s five forces analysis
Micro environment → Porter’s five forces analysis
1) Power of buyers: Geox is the only firm that produces the ‘’breathable shoe”
2) Power of suppliers: high bargaining power
3) Rivalry existing in the market: high rivalry within the market (Adidas, Nike…)
4) Threat of substitutes: low
5) Threat of new entrants to the industry: market is almost saturated nowadays
3. Segmentation
The shoe market as all the different markets in the world is very influenced by segmentation.
This helps GEOX placing their new products in the market as they have in mind the basic and general features the consumer of their product has.
The market is usually divided by the following variables:
Geographical: Urban people
Demographic: High income
Psychographic: Active lifestyle
Behavioral: Loyalty to the firm
There are so many different segments in the shoe market as not everyone wants the same shoes for themselves, so it is divided between sports people, people that wants a certain style or people that