RXD Marketing Plan - Assignment Example

RXD Marketing plan RXD Marketing plan Introduction RXD is a shoe company started by Chinese designer in During its initiation, the company gathered a group of young photographers and designer from New York, Roma, Hongkong and Losangles. Paying keen attention on the fresh minds from the fresh graduate designer, RXD invested in the young designer in a bid to help them in expression of their fresh ideas. Their prime objective was to use the foldable wallet to design something that could be worn and make the feet more comfortable throughout the day.

This was very successful making RXD to come up with very comfortable ballerina shoes in the market. Within a span of two years, the products had spread across the world enabling RXD to set up fourty stores. With the increased demand in ballerina shoes, the company intends to put some of its stores in France. Ballerina shoes come in different forms depending on the purpose unto which it is to be put into. Some of ballerina shoes are; loafer, indoor accessories, snowfall and Tonka. This paper is going to cover the market exploration of ballerina shoes in France.

The French people like luxurious lifestyle. They are in love with social places like eating and drinking joint. This culture is very common among the urban population. Material comfort goes hand in hand with this kind of living. RXD has to select a reference group which will help her do the sale of her products in this new market. The company needs to address some of the concerns in mind and more so those that pertains to the longevity of their product in the market of France. In a bid to realize this, RXD plans to engage the professionals, modern women and the fashion designers.

The company also intends to take advantage of the France flexible business laws favouring sale of shoes and shoe manufacturers. The customer’s life cycle needs to be put into consideration. In this cycle the customer’s age and stage will be analysed. This will determine their reach, acquisition, conversion, retention and loyalty to the product. Since there are no stores for any of the RXD products, customers will be the first to be reached. The occupation and economic states the country’s population of the target customers’ will have to be considered.

The company targets a fourteen million people aged between twenty and fourty years old. This population is believed to be stable enough to by the shoes.The customers’ way of living, opinions, attitudes and cognitions as well as their self concept will have to be considered. The lifestyle of professional ladies for instance likes partying more specifically after work: they tend to give value to fashion. Being independent, they tend to be more sociable and open minded. This leads to self concept which makes this group of people for instance be in love with high social status.

In a bid to maintain customer’s loyalty to ballerina shoes, there is need of presenting totally new designs, introducing membership cards and employing the aspects of sales promotion by offering after sales service. RXD plans to position her products in such away there will always be substitute product in the event one product is not available in the market. Promotional plans need to put underway in a bid to address these. RXD will have to identify the number of its clients that can be reached via social media, website, show rooms as well as monthly displays.

The products will have to be defined in such forums. The customer’s beliefs and attitudes need to be considered. The company will have to identify itself with the influencers, initiators, buyers, deciders, approvers and users. RXD Company will have to be keen on establishing her threats in the market in the view of those who come to steal idea from them or rather those buy will inflate the price of their products thereby changing public attitudes on the products based on the high cost.The company will have to identify her market mix.

The prices of her products need to be set in the range of 35-50 dollars. The channels of distributions as well as promotional techniques need to be set to help reach the customers. The company chooses to use pull strategy since the products is new in the market. Location of the customers will determine the accessibility customers and the quantity of sales thereby influencing market expansion. The company will have to stay ahead of her competitors in the market such as; Repetto, Bloch, Jonak, Melllow Yellow and Geox.

RXD will have to keep her high quality product standards at an affordable price keeping on the look of their competitors’ strengths and weaknesses in the market. The comfort of her shoes should not be compromised.The market position of the company in future is by ensuring that Ballerina is not just as a substitute for the high-heeled shoes when women need to liberate their feet. Ballerina also is good, comfortable and fashion choice for travelling women or during the time when they go for hang out with their family or their friends.

Ballerina is a sweet and beautiful helper for their feet. Diversification of RXD products is very necessary in meeting a diverse range of customers’ preferences. Women who are not comfortable wearing the high-heeled shoes often will have no appetite for RXD products. But they pay attention to the comfort, the quality and the beauty, so the company will still have a great opportunity of suiting their needs. The company will have to provide alternative such as loafers.In the event that RXD Company fails to do thorough market research on her competitors and her products, they may realize that there are even more superior shoes in the France market than the Ballerina shoes selling at a low price.

There is need to establish the strengths and weaknesses of the competitors in a bid to establish the best skills of entering in the market. The company may otherwise realize that her product quality is the best in the market. In such a scenario, there is need of keeping to standard high quality on order to withstand competitive market advantage, ReferencesRXD website: http://www.rxdshoes.comRXD Marketing Plan 2013RXD answers to the questions in the Marketing Plan.