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Marketing Strategies for the Footwear Industry

Content
  1. Though this advertising, the customers can know the shop when they online. They can gratify customer's new demand. Sales discount always can catch the attention of customers. Though the online information they can know the news headlines very quickly plus they can tell the info to others.
  2. 2. ALDO: http://www. aldoshoes. com/uk
  3. They have special size for big size, so there are more folks have special size can purchase the shoes they like. Supply the price level can help customers choose the shoes that your price they favor.
  4. When customer have to have the delivery they can purchase the shoes price over 75 plus they can have free delivery. This may attract customers choose the shoes' price over 75. Though subscribe the email, for the footwear shop, customers get more info about the shop and can tell their relatives and buddies. For the clients they can get 10% off, they would like to go this shop.
  1. 3. Schuh: http://www. schuh. co. uk/
  2. They have free delivery, the clients buy their shoes no need to pay the delivery. More convenience to people and catch the attention of more customers.
  3. 4. Converse : http://www. converse. co. uk/
  4. Different types of converse and the homepage is very fashion, this may attract more teenagers to go to. The film and videos can show the new products directly to the customers.
  5. 5. Clarks : http://www. clarks. co. uk/
  6. There are many types of the shoes can be select by customer.
  7. TV is the ultimate way to introduce the merchandise. Most people watch Television set and can see the advertising, and learn information about this boot shop.
  8. TASK 2
  9. TASK 4
  10. BUSINESS VISION
  11. Analysis
  12. Marketing and sales
  13. 4 ps
  14. Customers
  15. Conclusion
  16. Bibliography
  17. Task 5
  18. Attract visitor
  19. Bibliography
  20. Supply string management
  21. Bibliography
  22. Task 7-----Profits policy
More...

They isolate different kind of these shoes can help the clients find the shoes they like quickly and plainly. And the sales can attract the customers buy their shoes. Let the customers buy the shoes have a quick way and cheap.

Advertisings

Sign up email & face book & twitter

Sales discount

Though this advertising, the customers can know the shop when they online. They can gratify customer's new demand. Sales discount always can catch the attention of customers. Though the online information they can know the news headlines very quickly plus they can tell the info to others.

2. ALDO: http://www. aldoshoes. com/uk

Shoes categories

Trends: military; Victorian; galactic; North american; heritage

Women: sandals; buzz worthy boots; mid pumps; lace-up boots

Men: shoes (plimsolls &instructors; moccasins; casual; smart lace-ups; smart loafers)

Boots (informal boots; dress boots)

Sandals

Special size for big size

New arrivals

Colours

They have special size for big size, so there are more folks have special size can purchase the shoes they like. Supply the price level can help customers choose the shoes that your price they favor.

Advertisings

Free delivery when you may spend over 75

Sign up email: get 10% off

Face book

Digital connect on homepage

When customer have to have the delivery they can purchase the shoes price over 75 plus they can have free delivery. This may attract customers choose the shoes' price over 75. Though subscribe the email, for the footwear shop, customers get more info about the shop and can tell their relatives and buddies. For the clients they can get 10% off, they would like to go this shop.

3. Schuh: http://www. schuh. co. uk/

Shoes categories

Women: high heels, low pumps, flats, boots, sandals, trainers.

Mans: trainers, shoes, boots, flip flops.

Brands: women's brands(schuh/ugg/red or useless/irregular choice/nike/flat iron fist)

Men's brand (converse/adidas/fred perry/foundation London/ikon/vans/)

Junior: girls(low pumps/flats/boots/trainers/sandals/new in/bestseller)

Boys (shoes/boots/instructors/new in/bestseller)

Advertisings

Face booklet & twitter & Blog & Schuh TV

Sales & gift card

Free delivery

They have free delivery, the clients buy their shoes no need to pay the delivery. More convenience to people and catch the attention of more customers.

4. Converse : http://www. converse. co. uk/

Shoes categories

Shoes : Chuck Taylor/Legend Chevron/one star/Jack Purcell

Collections : Chuck Taylor All Celebrity Slim/ Blondie/One Superstar 74/Star Player/Weapon

Advertisings

Blog (top 10 10)

Videos for advertising

Hot chip film on homepage

Different types of converse and the homepage is very fashion, this may attract more teenagers to go to. The film and videos can show the new products directly to the customers.

5. Clarks : http://www. clarks. co. uk/

Shoes categories:

Women: boots/ankle boots/pimps/flip flops/shoes/winder styles/party styles

Men: Boots/Gore-tex styles/waterproof/lively air/workwear/modern style

Kids: boots/waterproof/willies/informal/sports/cica/school/bootleg

Sports : boots/shoes/ waterproof/walking/trekking/trekking/open air/free style

Originals : shoes/boots/desert shoe/classic/fashion style

There are many types of the shoes can be select by customer.

Advertising:

TV & e-mail

TV is the ultimate way to introduce the merchandise. Most people watch Television set and can see the advertising, and learn information about this boot shop.

TASK 2

WEEK 1(01/11) Notice taking from internet and word book

WEEK2 (08/11) Article arrange for marketing plan & short report

WEEK3 (15/11) Marketing plan first draft

WEEK4 (22/11) Short record first draft

WEEK5 (29/11) Task 6&7 first draft

WEEK6 (06/12) Presentation-PPT

WEEK7 (13/12) Marketing plan & Short Report & Process 6 & Job 7 Last draft

TASK 4

BUSINESS VISION

I put together to expand my business and setup an online site about sell hand-painted Special Boot. The website may give many choices to the client. Customers can choose the picture they like and we can help them color the picture on the shoes. So the Special boot will have USP (unique selling point), which means that your product and service can attract more attention from customers in the eyes and brain. Special shoes will sell these to the people who would like have their own style. The coverage of my sneaker shop would be the UK.

More and even more young people want to aspire after new fashion and be not the same as others, so they favour original things to show their personality. I came across some well-known companies also do the hand-painted sneaker, like Nike and Adidas. Each year they launch a restricted range of hand-painted footwear.

Our shop does indeed the B2C (business to customer) part, B2C part can help us really know what the clients want and can spend less and time. Customers can buy their favorite shoes cheaply and quickly. We are able to use website, newspaper and mag to draw in customers and make people to know our Special Shoes.

Analysis

External analysis

Everybody needs shoes and there are many sorts of shoes in our life. For the country footwear can be an important part. A couple of 6bn of shoes sold to UK and half of them sold across the world (Britfoot, 2010 ).

Today, some companies do hand-painted shoe business, for example, Converse was very famous for its canvas shoes. Lately, Converse released side painting shoes, but these shoes are limited. Which means this cannot gratify most customers' demand. Our hand-painteg shoes are experiencing a rational price so when the customer want these shoes we can colored for them. A lot of people can purchase a pairs of shoes they favour and show their specific.

2. Internal analysis

Our on-line shop sell hand-painted canvas shoes, but for different customers we also sell the color pen and no structure shoes, so customers can color the shoes at all they like. For all the customers we will educate them how to wash the shoes and they can return of goods if shoes have any problem within three times.

Because I've 4 physical shops in high street, therefore i have existing customers and I've enough money to create my special online boot shop.

Start my business I need many people to help me. I structure them in three groups, first is the group who buy organic material, second is the group who painting the shoes, last you are the group who sell the shoes.

3. SWOT analysis

a˜Strengths

My shop start a new design of shoes buying, there are three main talents of my hand painting shoes. First, because I already have four physical Special Sneaker shop in High Street, so we have the essential of the clients for my Special online boot shop. I create online Special Boot shop can increase many new customers for my business and make more income. Second we coloring the shoes of the customer's choice so the customers cannot find another pair of shoes like it. Third, because our online Special Shoe shop do B2C part, so we can talk to customers quickly and plainly. We can understand what the customer really want and gratify their demand.

Special Shoes have a reputation for presenting advice about ft. problems plus they may use this knowledge to do the same on the web. We are able to find the health magazine discuss the podiatry service and put our online footwear shop website in. This can tell the people that our shoes are comfortable, and then get more people to visit our website and buy our shoes.

b. weaknesses

First, we can not produce with a large number of hand painting shoes. Because we make these shoes yourself, this restricts our outcome, and we need more time and even more labour to produce shoes.

Second, because we sell the hand painting canvas shoes, so this not for all people. The hand-painted canvas shoes just one single kind of Special Boot. For instance, customers won't buy these shoes when the weather becomes wintry.

c. opportunities

Economy is recovering now, however "The planet overall economy is facing difficult and dangerous times" (BBC Media, 2010) which means economy will not increase much, companies sell goods not very high. And though economy grow slow-moving, but economy not too bad. Companies sell goods not too low. I start business online must careful, we need prepare everything to handle any issue.

Today, more and more sellers choose take up a online business in UK, and the customer in UK spend 42. 7bn online this year 2010 accounting for the CCR (Centre for Retail Research). (BBC New, 2010) I start an on-line shop, therefore i can increase many new customers who need special shoes and keep carefully the existing customers.

d. Threats

Our threats come from other online hand-painted shoe shop. People like buy famous brand. Therefore the famous on the globe, like Adidas and Nike will attract more customers.

We must choose the natural shoes from the manufacturer. If the manufacturing plant makes the blunder of the shoes or do not give us the fresh shoes promptly, we will face trouble, for example, we can not give the hands painting shoes to customer on time or the shoes have quality problem, these can make us lose trust from customer.

Marketing and sales

4 ps

Product

We source our products to the people who want to show personal style. We put the picture online and the clients can choice. The clients also can e-mail the picture they like and we coated for customers. . We also can sell the pigment and coloring brush to customers, if indeed they want to coloring the shoes by themselves.

We try our best have a good reputation and offer good products and service to customers

b. Place

We sell the hand painting shoes on-line. Customers can enter my online Special Footwear shop and purchase shoes anytime and anywhere. And we you don't need to pay the hire of physical outlets. It has less cost to set-up an internet Special Boot Shop. The clients around the world can know my online Special Boot Shop and purchase my products. The web shop is not any geographic retractions.

Pricing

We have different level price of the shoes. The price tag on the hand-painted shoes will between 80 and 150. These prices are based on the brand of the canvas and the pattern. For example, the shoes have simple routine will be cheaper than the shoes have intricate pattern.

Promotion

The advertising brings the benefit to the merchandise, and promotion gives the products a brandname and a graphic that the customers will pay attention to your products.

I choose online activities and offline activities to promotion my online Special Shoe Shop. I take advantage of online activities, to begin with I need internet search engine registration, and search engines can help the clients find the info about our business and products. We pay fees let our online shop's web site at the first site of the search engine. When the tourists enter into our online Special Shoe homepage, they can sign in our website use e-mail address. THEREFORE I can acquire these visitors e-mail address and send the e-mail about our Special Shoes. We are able to make a video of shoes being coated and put this training video to "YouTube" or other training video website to introduce my online hand-painted shoes. Second, I'll use newspapers and Magazine to advertising my online Special Sneaker Shop; for example, is the most fashion newspaper in UK, most people read this mag, we put our hand-painted footwear in this journal, so more people can know my Special Boot. Newspaper and Newspaper advertising are cheaper than it advertising. At same time we do immediate mail. I'll send the information about my online Special Sneaker Shop to the clients who buy the shoes from my physical retailers; let them to comprehend our online hand-painted shoes.

Customers

Existing customers

My Existing customers are the people shopping in my own four physical shops in High Street. We want to keep these customers so we need give these customers convenient and we need work hard and present better service to customers. And we must pay the attention to all the Special Shoes, so we can know what the customers really like and meet their demand.

New customers

I create a web based Special Boot Shop and sell hand-painted shoes. THEREFORE I have new customers who need have their own style and purchase our hand-painted shoes. And I really do the web and offline campaign to attract more clients to know and buy my Special Shoes.

Conclusion

In conclusion, online store has many benefit of my Special Footwear business. It helps me expand my business; increase the kind of Special Shoes. Thus, improve the customers and revenue. Nowadays, increasing numbers of people shopping online. There also have problems of my online business, we cannot do the batch production and our online shop is a new, so just few people know us. However, if we have good advertising and the best products, I think that my online Special Shoe shop will have significantly more customers and become famous in the future.

Bibliography

Schneider, G. P. (2007), eBusiness 7th edition, Thomson Learning, Inc: London

Edwards, S. & Overall economy, P. (2009), Home-based Business for Dummies, Dummies 3rd

Chaffey, D (2004), E-Business and E-Commerce Management, 2ed model, Inc: London

www. bbc. co. uk/reports/business-11721010

www. britfoot. com

http://ezinearticles. com

http://www. clpstudio. com/

http://www. paradoxartistry. com/temp. htm

Task 5

With the introduction of population, Internet becomes very important inside our life. Internet has much information from the world and it becomes a global reference (ezinearticles, 2010). The definition of online shopping is the fact "the act of buying products online. "(www. businessdictionary. com). THE WEB also becomes a popular way to buy products. Because people will get the products they want to buy rapidly and clearly. They are able to buy the products at office or home. Online shopping is very convenient, so increasing numbers of people choose online shopping.

Search engine is very important to a website. Sellers must make sure the clients can find your shop very quickly and easily. With this short report I'll explain what search engine is positioning, how importance of search engine setting to the online shop and allowing the customer to get the website easily.

The classification of internet search engine positioning is the fact that" The procedure of obtaining high webpage ranking on Search Engine Results Pages, these search engine pages are a list of links pertaining to a specific individual submitted search term. Positioning is merely relevant for search engines with "crawler" technology" (www. anduro. com/glossary. html ). Se's have three main parts. First are simply just bots, this may finding the website the clients thinking about. When customers getting into the information the effect will provide you with page subject, keywords in page text and the information from other website. Second is storage space, when the clients stored the website, the computer comes with an index for stored the website. Third part is the search tool, search utility can help visitor take the term they find match the key phrase in index. Then the visitors can choose the links they'll visit. (Gary P. Schneider, 2007)

Search engine unit is quite part of online shop sell Special Shoes. We must make sure that the customers will get our website efficiently.

Search engine is very important to e-commerce. So, supply the search engine a good placement is also important. We make the search engine have a good standing, so our website will go directly to the first page of the effect. Just like Yahoo, when you search information, you will find there are thousand results. If put the web site in first page or the top, the visitors will see the website easily and quickly. Which can help us have significantly more visitors and boost the click volume level.

Based on the value of internet search engine positioning, find the good way to boost the ranking of the web site is the basic thing we have to do. We are able to give the internet search engine money to buy a good setting. We can place the title of the written text as the internet search engine or put the keyword of my product. For example, I sell the side painting shoes, these shoes include in special shoes. So I can position the "special hands panting shoes" as the description of the website.

Now I designed three domain names for my Special shoes online store site.

1. www. cnadyhandpaintedshoe. co. uk

2. www. canvaspaintedshoe. co. uk

3. www. specialdiyshoe. co. uk

I choose choose the first someone to be my website website name. I choose this name in multiple reasons. First, I open an online boot shop but not normally, the shoes are special. Second, the shop website name include my name and I've 4 physical outlets in high street. For the old customers the can easily keep in mind my name. The design on the shoes all decorated by ourselves. The clients can find our website when the customers entering" palm painting shoe".

Attract visitor

I need to draw in the visitors to visit my website and purchase my special shoes. Initially, I have to build a brand of my shoe shop and give it an image; this will make the people bear in mind it easily. And make the customers trust you. For all the retailer and customer reputation is the most important thing. We should make sure the grade of shoes and solve the challenge rapidly. And we are in need of effective communication with customers, let them to know my shop and my products. We can e-mail them the info of the Special Shoe.

The other important things is which makes sure your homepage special, plainly, and has enough point to attack the customers. For instance, if we've the discount, we can position the discount information in a complete position. We are able to use the best title to present our main products and put some customers' opinions on homepage, these can make visitor know more about our shop and trust us.

Because I have 4 shoe shops in traditional, so I can produce an advertising to create my online footwear shop in these 4 shops. I can put the shop website on the wall and window. And give the customers some discount in these traditional 4 shops if indeed they go to my online store. For instance, when the guests go to my online store to download a picture and print out it away, they may take these pictures to the high street shoe shop and then find the discount.

In conclusion that lots of people choose online shopping, so it has a good profit. However there are numerous online shops, so there also have strong competition. For online store, search engine positioning is important; we must give our website a good standing at search engine, therefore the visitor can find our online store easily and quickly. We also have a easy remember domain. We do many solutions to attract the clients to buy our shoes.

Bibliography

Schneider, G. P. (2007), eBusiness 7th ed, Thomson Learning, Inc: London

Edwards, S. & Market, P. (2009), Home-based Business for Dummies, Dummies 3rd

Kent, P. (2008), Search Engine Optimization, 3rd Edition.

http://ezinearticles. com, Why is the Internet important

www. businessdictionary. com

Supply string management

Make supply string short

Supply chain is composed by many parts. They may be complex; are the supplier and suppliers, warehouses, merchants, transporters and customers. So when the clients want to get the products, it will have an extended process. But we do e-commerce; we can use the internet to contact the makes, so we can make a short supply string and we can save lots of time and reduce the cost of some part, so we can get cheap products and can source with time. At same time we can ensure the clients can buy cheap and good quality products.

Transaction

Transaction plays a spot role; all of supply string will have purchase. We do B2B system to the suppliers and B2C to the customer. All of these need transaction. Purchase will end on Internet, so this reduces the fault and save time. We should make sure the transfer safe and quickly. We can find the transform company have the nice quality, and cooperate with the company. It includes highly accurate so that it is safe and also have many item can be scanned so that it more flexible and save time. Also when the clients buy the shoes from our online store, we must send the shoes to the clients at the earliest opportunity. So express company also important, we cooperate with the express company we believe.

Stock control

Every shop has its store; the seller must make sure they have sufficient stock to meet demand. We use Internet to comprehend the demand fluctuation, so we stock the right products to gratify customers' demand. For our special hands painting shoes, we make sure we've enough no style shoes. So when the customers order the shoes, we can coloring the design they like on shoes and send those to customers at s short time. If we've enough stock, we can save enough time and can draw in more customers. Because we use online, we can use the internet to check out the stock, so can be check the stock from everywhere there is an internet connection. Use internet, we can control the stock straight.

Information flow

Information will affect the seller's decision. All the information we get on Internet. E-commerce technology provides fast way to talk and share information. Every time have its need, owner must know very well what the clients need and get the opportunity. We can build an information system and get the information from the internet. For instance, we can ask the clients do the questionnaire online, so we can know the clients demand. Depends on the info we can do the right products and service.

Special shoes can use an Information System that will assist them know where deliveries are; what customers are buying; where customers are; what the best prices are for his or her suppliers. They are able to have a Just-In-Time system to use this. Because of this they can use the information movement to bring better service to the client and make lower costs to make prices lower.

E-Procurement

We don't have our own company to produce the raw shoes, so we should purchase these fresh shoes from the firm and for our side painting shoe, we need purchase the pigment and the painting brush. That is B2B system and we complete the procurement on Internet. E- Procurement helps us choose the fresh products quickly and decrease the mistake. Because use e-procurement we can talk to the company online can also sign the contract online. Use internet are extremely convenient to contact if indeed they supplier a long way away from us. Purchase online we have not the geographical limitations; this implies we will get the supplier all around the globe. We have a good provider, so we can give our customers good quality and cheap products. Look for a supplier firm we trust, so the customers also can trust us.

Bibliography

1. Schneider, G. P. (2007), eBusiness 7th ed, Thomson Learning, Inc: London

2. Wiley, J. (2007), Source chain management-best methods, Chapter 1

3. http://logistics. about. com/

5. http://www. emeraldinsight. com/products/journals/journals. htm?id=scm

http://www. bestpricecomputers. co. uk/glossary/supply-chain-management-software. htm

Task 7-----Profits policy

As a good company, not only look after its revenue, but also offers a good after sale services. When online shopping increasingly more popular, return insurance plan are more important. A good return insurance policy can help the shop attract more customers and make the client trust you. To get a good reputation. I consider five parts to make my special shoe's go back policy.

The circumstances of purchased shoes permitted to be return

As an over-all rule, we permit the customers gain in 2 weeks. If the challenge is the scale, the pattern they don't like or there may be the quality problem we will allow to be return. Because, the customers buy the shoes online to allow them to not try the shoes, and some times the size of shoes will have a little difference. Due to the pictures of shoes on the website and the real shoes have the difference of colorings, the customers also can gain the shoes.

The exchange policy

If the customer is unhappy with the boot, they can order another one in exchange. However if they order another footwear have different level of the price, we will return the remaining money if another footwear cheaper, and the client give us money if any particular one expensive. When the clients want to exchange, they need to provide proof a repayment, such as receipt.

The refund policy

"By law, customers positioned in europe contain the right to withdraw from the purchase of something within seven working days of your day after the time frame the item is delivered. " (www. amazon. co. uk)

We will use this as a simple refund policy and provide to pay for postage.

The condition of the shoes must be return

The shoes must be go back when we find there are some quality problems we will call the shoes again and solve the challenge. At the same time we will give the customers another pair of shoes and present them some discount.

Responsible for postal charges

If the customer would like to refund, we can pay for the postal charges. We can give pre-paid label for go back. And customers you don't need to stress about the postal when they refund or go back the shoes. This makes customers happy and trusts my shop. This point can attract more customers.

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