Development of Marketing Plan for Masai Barefoot Technology Footwear - Assignment Example

 1) Product adaptation or modification a) Core component Masai Barefoot Technology Shoes (MBTs) are the first of their kind in the show industry. The concept behind the shoes has been to use the natural arch of the foot in a way that it helps the physical human structure to tone and shape up the more the shoes are used for walking, running and other activities. The product has been specified by the company to help in losing weight, toning of the thighs, and lifting and/or firming the hips. The company has based this research on the research of how walking barefoot helps in the similar way. The range of products is a new innovation in shoes and has a potential to reach a good number of consumers based on the relation of today’s figure conscious women and weight conscious men. The shoes have been attuned to match the fast pace of the society where technology and advances in communication along with the fast paced lifestyles of the people has taken the possibility of health promoting activities to fade- although the need of these in consumers has increased (Hines & Bruce, 2007). This product is of related use in the consumer market of the UAE and its core functions to promote a desirable figure and reduce weight can play a vital role in the selling of this product. From the different categories of the shoes that the company has presented at its introduction, the more appropriate categories to test the market would be of Sports and Sandals. Choosing these two categories from the range will be a safe way to test the market, as the cultural inclination in the use of these shoes will be base on activities that are casual and sporty. The MBTs core component is related to the innovation in the shoes that it enables the consumer to gain the physiological advantages in terms of weight loss, body toning and figure sensitive issues. Moreover, the shoes main focus is on the building of muscles that may not induce any problems in the future. The core components of the MBTs are developed to deliver these specific features to the consumers that are not just new in the UAE but around the world as well. Any change in the core component will mean that the physiological benefits will be lost and the consumer will be offered an ordinary shoe which does not even appeal aesthetically. Therefore, it is imperative to keep the core component of the shoes the same as in the rest of the regions and to promote the shoe in the market by delivering the core component to the consumers through the packaging and the service component. Targeting the women in the UAE, the sports shoes will give the athletic adaptation to the current trend, which is already in the UAE where the current fashion may be coherent with the style of the shoe. The sandal may be to target the loungewear and other casual activities that are focused a lot in the social setting of the market. For these two focuses, the market may be just the right type to set a trend and create a niche based on the benefits to infuse fashion with health (Rugimbana & Nwankwo, 2002). As a secondary focus, the shoes may be used to focus on athletic and weight training activities where the shoes may be used to enhance the activity and achieve better results in a shorter time. The target market may be expanded into schools and colleges where these shoes may be attuned to be worn in athletic training as well as part of the school dress. Furthermore, the sandal may be more relevant in terms of its relation to the hot weather that the region faces and the need to air out the feet in while still keeping the style in mind may be more effective. However, the market test may only be successful if the niche of health awareness is targeted in terms of fashion and activities as the social and cultural factors of UAE may only be able to compliment its use if all these factors are addressed. UAE is already a hub of international brands and mostly have been related to the symbol of high-end fashion and style in class (Rehman, 2007). Therefore, it will be more appropriate to introduce the products in such a way that they are positioned in the market to answer the growing sense of health and fashion in the region. b) Packaging component The shoes, on their own, have a draw back that may essentially become a challenge in the UAR market to sell due to the lack in the aesthetic value. Although, the selected choices of the sports and the sandal are already more aesthetically appealing form the rest- especially compared to the bulky white tennis shoe, still the product may be needed to be enhanced in terms of acceptability- in the consumers (Rehman, 2007). However, a change in the packaging of the shoes may be needed to adjust to the cultural and social values of UAE in terms of how the boxes and the product covering may be used to make it compensate for the bluntness of the product. Although the shoes’ main purpose is to promote the health and tone the body to maintain healthy muscles and shapely figure, this message may be attuned onto the packaging of the shoes in the shadow of an aesthetically designed fashion oriented box or a similar alternate (Hines & Bruce, 2007). An aesthetically designed box which narrates the advantages of the shoes in terms of keeping the figure an posture attractive may be used where the special instructions may be used on care tags and specifications. The packaging may also include a brochure that may describe the necessary purchase requirements in terms in size and the way the shoes may be used in simple terms. It has been noted that people at times may not be bale to benefit as perceived due to a misuse of the product. This eventually may be if the use with the consumers of MBTs as well eventually. To safeguard the value and the promise of the product it may be necessary to use the packaging to instruct the users and guide them in their purchase. This integrated approach may add value as the new concept may not be that familiar to the consumers (Rugimbana & Nwankwo, 2002). Along with basic packaging design, the product may be enhanced through association of fashion trends and images that the consumers may associate with themselves and their lifestyles. The product is Unisex and may be an advantage to initially segregate the shoes into just either male or female gender and improve in the packaging aesthetic accordingly. c) Support service component Physiological footwear is a new innovation in the industry and the MBTs is the first to associate itself with a strong and authentic guarantee that it helps in weight loss and toning of the body. MBTs are designed to work the muscles of the feet much more than the normal shoes do. For this reason, the shoes have different criterion for purchase and usage. Initially for the launch in UAE, the shoes will have to be properly and expertly guided by the sales staff so that the proper size guidelines are met when the customers come for the purchase. Normally, for any other shoe, a size that is a little lose or a size bigger can be adjusted to be worn. However, in the case of MBTs, if the size is not a perfect fit, the shoe will not give the desired results. Moreover, the shoe cannot be worn extensively initially and the person wearing it has to adapt to it or prolonged wear will make it increasingly uncomfortable. For the above reasons, point of sale service will have to be implemented where customers can be educated with an actual product to avoid a feeling of dissatisfaction in the customers and increased number of returns or complaints that will spread negative marketing for the MBTs. This support service may also be extended by hosting several training and introductory seminars to health specialists and doctors along with fitness experts and coaches who can understand the use and features of the product. This step will place MBTs not only in the fitness circles but the trainers and the professionals will be more educated about the product and help their patients, colleagues and trainees in the better use of the product. Furthermore, proper educational promotions and events may be held in schools and other related events, institutes etc to make users comfortable with the products use and answer and questions about the product. This may also be attained by promoting a celebrity to come and give demonstrations on the spot and make the product appeal to the customers. These steps may be necessary to grow an extensive educational network because the product concept is new and needs to be addressed properly. 2) Promotion mix: a) Describe two promotional tools that you would be using and justify your choice. 1. The promotion mix of the shoes may be inclined towards the image building of the product as many may visualise it as another health product that is bound to be termed as Geeky and disassociated with fashion. This obstacle has already been infused in the packaging and may be backed by having celebrity endorsements in terms of getting an fashion icon become the ambassador of the product in UAE (Al-Shamali et al, 2000). Point of sale service may be sufficient to educate and incline the people based on the benefits but the interest that the customers may derive from seeing a celebrity icon or a fashion symbol consistently wear these shoes may deter any unwanted labelling of the shoes that may hinder the adoption by the customers. Many health and fitness products have failed to deliver revenues in the market because they have been labelled “un-cool” even though they may have had several benefits. Social influences play a major factor in consumers making decisions and this may be dealt by first having the product endorsed by a celebrity and then translating the same affect in popular school circles such as official teams of the schools and cheer squads wherever possible (Hines & Margaret, 2007). This will also help the product to gain additional value and the marketing cost may be covered by an increase in the sale price of the product. This promotion method will pace the way of MBTs into the targeted users of the product and will make them go to the point of sale and try out the product. 2. The second objective of promotion would be to spread the innovative product in terms of fashion to the public. This may be effectively done through placements in magazines supported by television commercial advertisements. Print Media supported by television media will be able to glamorise the product range where the target market may be aesthetically attracted to the shoe as not just beneficent for health but also as a fashion and trend statement (Hines & Margaret, 2007). Through mass media coverage the curiosity of the people can be increased along with making them aware of the benefits of the product. Furthermore, the celebrity title may also be properly infused in the advertisements of the MBTs where people can narrate subconsciously to fashion and trends when they look at the shoes and discuss the product among themselves. b) Outline the breakdown of the total cost of the promotional tools used. Celebrity Endorsement: USD 500,000 (Farfasha) Television Ads: Number of Advertisements: 20 Cost per advertisement: Dhs 1000 Total Cost of Television Ads: Dhs 20,000 Print Advertisements: Number of Advertisements: 60 Cost per advertisement: Dhs 500 Total Cost of Television Ads: Dhs 30,000 Cited: Al-Shamali et al. Arab Business: the Globalization Imperative. Kogan Page, 2000. Hines, Tony, and Margaret Bruce. Fashion Marketing: Contemporary issues. Butterworth-Heinemann, 2007. Rehman, Aamir. Dubai & Co.: Global Strategies for Doing Business in the Gulf States. McGraw-Hill, 2007. Rugimbana, Robert, and Sonny Nwankwo. Cross-Cultural Marketing. CENGAGE Lrng Business Press, 2002. Read More