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Brown Shoes Introduction:

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UNCG MBA 606 1st mini S05 Roehm. 1. Brown Shoes Introduction: Notes Will not be posted on Web ... Family shoe in the inexpensive athletic shoe product category ... – PowerPoint PPT presentation

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Title: Brown Shoes Introduction:


1
Brown Shoes Introduction
  • Notes Will not be posted on Web
  • This discussion covers one possible marketing
    analysis process and answer
  • Points of discussion include
  • Student responsible
  • Talking points NOT student responsible (For
    example, I will discuss the case facts in terms
    of the 5Cs of situation analysis)
  • Who do are we role playing?
  • Assistant product manager for Brown who is
    competing for budget dollars
  • What decision are we faced with?
  • Decide direction of a new athletic shoe design
    with only 10 days lead-time
  • What options do you have?
  • Family shoe in the inexpensive athletic shoe
    product category
  • Extreme/Off road shoe in the inexpensive athletic
    shoe product category
  • Determine positioning and marketing strategy by
    selecting one of the options for one TM that is
    specifically defined as possible.
  • 10 days and limited marketing research
  • Now, lets talk about what factors did you
    consider when deciding which market

2
Company Brown Shoes
  • History/Background
  • Brown Shoes is a 17-year-old company.
  • The company is family-owned.
  • Very cohesive and committed to the companys
    strategy of focusing on producing inexpensive
    athletic shoes.
  • A majority of the managers have been with the
    company since its inception.
  • Product not Brand managers
  • The product managers have been with the company
    on average 12 years.
  • Recently, the first of these managers retired and
    your boss was hired.
  • IMPLICATIONS

3
Company Brown Shoes
  • Goals/Strategies
  • Develops and manufactures inexpensive athletic
    shoes that retailers like Wal-Mart or Sears would
    sell as inexpensive competitors to Nikes and
    Adidas offerings.
  • Me-too or follower strategy in terms of Carlton
    shoe design.
  • Promotion - Brown has done little sales
    promotion. they have mimicked Carltons strategy
    of show casing their products.
  • Feel should be second in the industry (reputable
    industry consultants)
  • Third place in the inexpensive shoe industry
  • Very short of their profit goals (reputable
    industry consultants)
  • The fact that this has not yet been achieved
    concerns upper management.
  • IMPLICATIONS

4
Company Brown Shoes
  • Culture
  • Company has become fiscally conservative
  • Resources/Constraints
  • New sole and lacing technology
  • Stable, safe, comfortable
  • Family sell to 25-34 parents for small children
    and possibly seniors (life cycle marketing)
  • Extreme tested well. Good for off-road
    walking.
  • Two years ago, Brown Shoes received an infusion
    of capital which is exhausted
  • Capital used to update their only production
    plant
  • Production capacity 750,000 (pairs) shoes for
    next five years
  • Marketing expenditures cannot exceed 50 of the
    total profit from this/last year.
  • IMPLICATIONS
  • Note death spiral possibility

5
Company How do they like to make their money
  • Financial perspective
  • Profit Units sold(Price - VC) - FC
  • Contribution Margin
  • Look at Lasts year financial numbers
  • They seem to be small margin medium numbers (mass
    marketer)
  • Lets look at competition

6
Competition
  • Carlton
  • Culture
  • Resources/Constraints
  • Seem to have the biggest margins
  • Goals/strategies
  • Recent brand recognition TV ads.
  • SuperBowl ad costs approximately 2.25 million
    dollars.
  • Prior to this year, the only promotional
    activities done by the three biggest competitors
    (Carlton, WFS and Brown) have been co-marketing
    efforts with the retailers, revolving around
    local inserts in Sunday newspapers.
  • Carltons inserts primarily showcased their
    products.

7
Competition
  • WFS
  • Culture
  • Resources/Constraints
  • Seem to have the biggest margins
  • Goals/strategies
  • Recent brand recognition TV ads.
  • Considering a 1.75-million-dollar ad campaign
    during the Mens March Madness College Basketball
    tournament.
  • Prior to this year, the only promotional
    activities done by the three biggest competitors
    (Carlton, WFS and Brown) have been co-marketing
    efforts with the retailers, revolving around
    local inserts in Sunday newspapers. WFS has
    utilized price promotions in the range of 15.
  • Over the last quarter, buy one pair get one
    half-price specials, in order to increase sales.
  • IMPLICATIONS
  • Buy one get one free means 25 price reduction
    for each pair. Where are WFS competing?

8
Review 4Ps for Inexpensive Shoes
  • Place Sears and Kmart, possibly Wal-mart. If
    Wal-mart would probably have to drop Sears and
    Kmart.
  • ProductPrice inexpensive athletic shoes
  • Inexpensive knock-offs of Nike, Adidas, etc
  • Three tiers good, better, best
  • Carlton best tier leader, co-leader in better
    tier
  • WFS co-leader in better tier
  • Brown leader in the good tier
  • Now, consider WFS price promotion again
  • Possible issue 25 drop in price takes a better
    tier shoe and puts it in direct competition with
    good tier shoes. We would want to determine if
    the average price includes the full effect.
  • 22 X .75 22- 5.50 16.50

9
Competition
  • Wooster Family Shoes (WFS)
  • Culture
  • Resources/Constraints
  • It is
  • Goals/strategies

10
  • Any other important criteria used to evaluate
    your recommendation?
  • Conditions
  • Economic
  • Social
  • Technical
  • Political/Legal, etc

11
Strategic
  • What did you do to in terms of coming up with
    your recommendation?
  • Family or Extreme/Off-road
  • Positioning

12
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13
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14
TM/Product Category
  • Family
  • 12 and under
  • Children 12-17 not so hot,..
  • But 25-34 would have input for 12 and under and
    some at 12 -17
  • Seniors 55 and over
  • Decent attribute match
  • Extreme/offroad
  • 18-24
  • Excellent attribute match

15
  • Family Positioning
  • Mem inexpensive athletic/walking shoe
  • TM parents (25-34) of young children
  • POD mention comfortable, safe, stable and/or
    attributes rate well on
  • RTB - lacing system new sole design

16
  • Family Positioning (Seniors)
  • Mem inexpensive athletic/walking shoe
  • TM 55
  • POD mention comfortable, safe, stable and/or
    attributes rate well on
  • RTB - lacing system new sole design

17
  • Family Positioning (Seniors)
  • Mem inexpensive athletic/walking shoe
  • TM 55
  • POD mention comfortable, safe, stable and/or
    attributes rate well on
  • RTB - lacing system new sole design

18
Strategy evaluation
  • Family Positioning (42-35)
  • Family Positioning (55)
  • Extreme Positioning (18-24)
  • Look at the attribute match
  • Consider the culture and company goals strategies
    conditions
  • Extreme gets an opportunity to create POD rough
    terrain for example, but
  • Been follower me-too
  • Been product oriented and conservative
  • WFS is threatening with price
  • Seemingly willing to be more aggressive
  • 50 of profits
  • Motivated by profitslets look at the finances

19
Financial
  • What did you do to in terms of coming up with
    your recommendation?
  • Family or Extreme/Off-road
  • Financial Profit impact
  • Cannibalization
  • Growth
  • Capacity
  • Strategic or Financial, which one was most
    important? Why?

20
  • Place
  • Promotion
  • Media
  • Message
  • What was your media mix?
  • Message Membership attributes
  • POD attributes
  • Access target market, cost total and/or cost
    efficiency (CPM), positioning

21
  • Wrap up
  • We looked at the Financial and Strategic
    Perspectives.
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