Marketing Case Study of FitFlop
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List of Figures iii
List of Tables iii
1
QUESTION 1
1.0 Introduction 1 1.1 Marketing Mix Decision at FitFlop 1
1.1.1 Product & Customer’s Solution 2
1.1.2 Price & Cost 4
1.1.3 Place & Convenience 4
1.1.4 Promotion &Communication 4 1.2 Conclusion 5 6
QUESTION 2
2.0 Introduction 6
2.1 Geographic Segmentation 6
2.2 Demographic Segmentation 7
2.3 Psychographic & Behavioural Segmentation 8
2.4 Distribution & Media Segmentation 8 10
2.5 Conclusion 9
QUESTION 3
3.0 Introduction 10
3.1 Brand Equity Management by FitFlop 10
3.1.1 Brand Loyalty 11
3.1.2 Brand Awareness 12
3.1.3 Perceived Quality 12
3.1.4 Brand Associations 12
3.2 Branding Strategies Used by FitFlop 12
3.3 Conclusion 13
14
QUESTION 4
4.0 Introduction 14
4.1 Importance of Market Research to FitFlop 14
4.2 Conclusion 16 17
QUESTION 5
5.0 Introduction 17
5.1 Direct & Interactive Marketing Communication 17
5.2 Direct & Interactive Marketing Communication used by FitFlop 18
5.3 Conclusion 20
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
List of Figures iii
List of Tables iii
1
QUESTION 1
1.0 Introduction 1 1.1 Marketing Mix Decision at FitFlop 1
1.1.1 Product & Customer’s Solution 2
1.1.2 Price & Cost 4
1.1.3 Place & Convenience 4
1.1.4 Promotion &Communication 4 1.2 Conclusion 5 6
QUESTION 2
2.0 Introduction 6
2.1 Geographic Segmentation 6
2.2 Demographic Segmentation 7
2.3 Psychographic & Behavioural Segmentation 8
2.4 Distribution & Media Segmentation 8 10
2.5 Conclusion 9
QUESTION 3
3.0 Introduction 10
3.1 Brand Equity Management by FitFlop 10
3.1.1 Brand Loyalty 11
3.1.2 Brand Awareness 12
3.1.3 Perceived Quality 12
3.1.4 Brand Associations 12
3.2 Branding Strategies Used by FitFlop 12
3.3 Conclusion 13
14
QUESTION 4
4.0 Introduction 14
4.1 Importance of Market Research to FitFlop 14
4.2 Conclusion 16 17
QUESTION 5
5.0 Introduction 17
5.1 Direct & Interactive Marketing Communication 17
5.2 Direct & Interactive Marketing Communication used by FitFlop 18
5.3 Conclusion 20
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
References: Source: Gidman (2010), http://www.brandchannel.com Footwear that has the potential to lift buns, provides better postures and improves circulation does not only interest women only nowadays but man as well Iman (2002:264) further summarised market segmentation as, ‘‘The manipulation of the specific characteristics of the product offering and the specific characteristics of the market.’’