Skechers Shape Up also has repeat-customers who have expressed their loyalty to us over time. Assigning someone to do the job is also included in the company’s plan. We, therefore, plan to conduct a messaging strategy to easily make sales. They either buy for themselves (which rarely happens) or give them as gifts to friends or relatives. We call them potential customers because they are always not in a hurry to buy the brand. The other segment involves old people who do not have children or families that need the product. Our salesmen and women can, however, find out their requirements so that the company can fill it. They always need the product so there is a little need to market the brand. We frequently deliver this product to those who go for morning jogs as they consider it fit to run. The students mostly use them with jeans and t-shirt because they need rubbers as they always walk. This consists mostly of college students and a few sportsmen. First, we have ready-to-buy customers who identify with Skechers Shape Up. Consumer segments and marketing strategiesĪs Buy More, our customers can be classified into five segments. The lifestyles of different generation due to demographic aspects resulted in our segments. As a result, the company is already recruiting more staff. This has brought a need for more salesmen. The company has devised different ways of reaching out to densely populated zones. In terms of demographics, the population of the people influences market strategies (Simkin, 2002). This brand could not be classified under social segments but instead we borrowed some lifestyle aspects of our customers to split the market. Our five segment models resulted from demographic drivers such as age, income and the proximity of a customer to urban areas. It is a cheap and efficient way to increase sales because we will be user-specific when it comes to pricing, promotion and distribution (Michman, 200). The company has split the market into segments and various strategies are put in place to handle each target group differently. By creating customer segments for this brand, it will be easy to know who to sell to, the demographic and the lifestyle of the target market. The reason for this option is because it provides flexible platform to make decisions that are consistent with facts locally, nationally and even in households (Lazer, 2001). With the help of Nielsen prism segmentation system, my company is planning to review the customer base for Skechers Shape Up. However, after a serious market research, we realized that one of our brands is not selling as expected. We have a high customer base because of differential market strategies. Buy More company has a lot of products in the markets all over the world.
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