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Marketing Plan
Executive Summary
Shoes is set to introduce a new product, in early 2009, to an ever-increasing population of people who cannot afford shoes. These populations of people are part of a massive market that is unprofitable and therefore untouched by competing shoe companies. We at Shoes believe that shoes are a basic need and our innovative design patents allow our shoes to be manufactured for costs far below industry standards resulting in a shoe that anyone can afford. For the first three years, we are targeting segments in China who live on less than $2.00 per day. After our initial product is established in the Chinese market, we plan to market it to India.
Shoes core competencies in areas of Chemistry and Finance work together to create a price strategy based on a unique breakthrough invention of shoemaking by use of tree leaves, bark and shavings that severely lowers an already efficient and cheap manufacturing process. The result is a very comfortable shoe at a price that makes it affordable to all third world cultures and countries. Our marketing priorities include using a multi-channel strategy to achieve brand awareness, reaching projected sales levels, breaking even in our first year, reaching profitability our second year, and earning recognition as an environmentally friendly company. From the moment of our products introduction, Shoes will have thorough and stringent control activities to monitor quality, production and customer service satisfaction.
Marketing Plan of Shoes
Mission Statement
The mission of Shoes is to provide affordable and innovative shoes for individ ...