Product Protocol Sample

Topics: Marketing, Footwear, Shoe Pages: 6 (1084 words) Published: May 3, 2013
Contents of a Product Protocol

✓ Target market – specifies who they are

✓ Product positioning – identifies product attributes to be emphasized to make the NP unique.

✓ Competitive comparison – organization bench marks against the best in the industry; identifies what makes them successful and copies. Failures in the industry are analyzed and avoided

✓ Augmentation dimensions – add – ons to the product e.g. warranty maintenance and delivery services

✓ Timing – date for product launch is set so as to avoid delays or rushing to the market.

✓ Marketing requirement – (7Ps)or the marketing program

✓ Financials- sales volume , discounts, price

✓ Regulatory requirements – are there any laws restricting the manufacture or distribution of the NP

✓ Key Potholes – any obstacles that may impede the production of the NP. style

Target Market

Our product is targeted to Entry level middle class employees, College and High School Men. We chose to target this group because these are people who spend most on fashion, compared to other age groups,(i.e. men aged between 18 and 34 years), because of their consciousness to fashion.

Product Positioning

Our success is going to be anchored on diverse, high quality product line that meets men’s lifestyle needs. Our market desires quality but is highly price sensitive. We aim to use opinion leaders such, especially musicians such as Winky D, Stunner and Roki.

Competitive Comparison

Locally Rusboot competes with Bata, Eagle Italian Leather and Walk tall, but our most significant competitor is imported shoes, that are of varied origin, for example Dubai, Singapore, China.

Bata is one of Zimbabwe’s best shoe industries, offering 16 brands. Bata has been successful because of its goal to improve the lives of its customers, employees, supplies and the communities in the developed as well as developing countries.

Eagle Italia Leather is also a successful shoe company in Zimbabwe. It targets the Safari industry as well as the parastatal companies in Zimbabwe. It has signed contracts with companies like Zimparks to provide them with wild animal skin shoes.


There are going to be add-ons to the product such as:

• Distributor services : benefits and guarantees

Rus-boot understands the important role of the distributor in ensuring that the product reached the final customer. Rus-boot is therefore sworn not only to delivering a quality product, but also a valuable relationship with distributors that is mutually beneficial. The following is therefore promised with every purchase:

✓ Free delivery

✓ No sales tax

✓ Free returns and exchanges

✓ 100% price guarantee

✓ 100% safe purchase guarantee

• Free delivery

Rednuth delivery service is free to Rednuth customers anywhere in Zimbabwe as soon as you make your purchase. To those customers who buy online, allow 2- 5 business days for receipt within Zimbabwe. Free delivery does not apply to countries out of Zimbabwe.

• No sales tax

Enjoy no sales tax on every order. Rednuth pays for all applicable sales tax for orders delivered in Zimbabwe. International orders are not charged sales tax at the time of purchase. A customer will be responsible for paying any taxes and duties incurred in the delivery of international orders.

• Free returns and exchanges

We guarantee your satisfaction.

If you are not happy with your order, we are happy to accept a return or an exchange at no cost to you. Products that you return or exchange must be unworn. Rednuth does not guarantee wear or tear or any damage unrelated to the manufacturer.

When making a return or exchange Rednuth will:

✓ Provide you a pre-paid return label for your order to send your items back to us.

✓ Credit your full purchase price for each item in the returned delivery to the...
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