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Shoe Artistry

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Transcript of Shoe Artistry

Shoe Artistry
SWOT Analysis
FOUR Ps
Segmentation, Targeting and Positioning
Customer Research
Shoe Artistry

MKTG 2010-Q Group 2
Professor: Veronica S.W. MAK

ZHENG Chunxu 1155028968
YE Nanxiang 1155028985
ZHANG Shan 1155028949
ZHENG Jiamin 1155029178
ZHOU Pijing 1155029068


Introduction
SHOE Artistry - HANDMADE in H.K. is a handmade leather shoe workshop which provides Measure-to-Made, Customise, Design services for shoe lovers who treasure handcrafted comfort, beauty, heritage, and sustainability.
Basic information
Marketing Environment
Macro-environment
Micro-environment
Demographic
Environment
Economic
Environment
Cultural
Environment
Technological
Environment
Political & Social
Environment
60.5%---------Age15-65

GDP
Income
Customer need
HK culture

New ways to promote
Mainland
Appreciation of special things
Suppliers
Publics
Competitors
Price of leather
Media & Internal
Other custom-made shoes shops
Other hand-made shoes shops

Other workshops
Cultural Factors
Personal Factors

Psychological Factors

Social factors

Social class

Family members

Online social network
Age and
life-cycle stage
Economic
situation
Personality
Self-concept
Motivation
Learning

Perception

Market segmentation
Demographic Segmentation

Age: young / middle-aged / old
Income: low / middle / high

Psychographic Segmentation

Social class:
lower / middle / upper classes
Differentiation and Positioning
Value proposition
We provide unique shoes for every single customer.

Competitive advantages:
Unique and high-quality shoes
Shoe-making workshop


Market targeting
People who want custom-made shoes

Young and middle-aged
High income
Upper middle class

People who want to make their own special shoes

Younger, limited income
For the experience and fun

Positioning Statement
To upper middle class people who like custom shoes, the Shoe Artistry is a shoe-making store that provides them with unique, high-quality shoes, and it also provides shoe-making workshops for people who have interest in making their own unique shoes.
Product
Price
Place
Promotion
For young people with limited money

Creating a separate lower-price brand
Main difference:
Core product: offer experience
Offer product with cheaper materials
Use cheaper materials in workshops,
mainly to sell the experience

Value Proposition:
Make
unique
shoes


Competitive
advantages:


Unique
and
high-quality

Marketing channel:

1 Direct Marketing Channel: sell directly to its customers

2 Retailers

Suggestions:

1 Direct and ONLINE Retailing

2 Customers’ relationship :FRIENDS!
For the upper middle class:


VIP Member System Promotion:
Via the existed customer interpersonal network to invite new member

For young people with limited money:

Event Promotion:

Special love for your special one!
Valentine Workshop on 14th monthly!
Two-for-one offer
Q&A
Outline


Handmade, high quality
Free design, special, unique
Provide experience of making shoes

Strengths
Weaknesses

Small scale, low recognition
Remote location
Relatively high cost

Opportunities
Larger demand
More emphasize on traditional handicraft
Less competitors

Threats
Increasing price of raw materials
High speed rhythm life

For the upper
middle class
Core product

Understand every client
needs, best quality

Actual product

Shoes Making Supplies
Custom-made shoes
Shoe making workshops
Apprenticeship programs

Augmented product
When our customers leave, we make sure they will be proud of their shoe and the knowledge gained.

Brand




Design
uniqueness, a combination of
a design and a leather or color
of customers’ own choice

Features

high level of comfort
tools and shoe making materials
Europe & the USA(shoes)
max 3-4 students (workshops)

For the upper middle class

Market-skimming Pricing, psychological pricing

For young people with limited money
customer value-based pricing





Custom-made leather shoes 500-3000 HKD

For the upper middle class:
Individual marketing:
one-to-one
marketing
Invite clients
to the shop
to choose for their own skins, styles etc.
Be friends and encourage customers to
bring their friends
to the shop
.
For young people with limited money
Establish an
online shop
with several classic sample shoes & designs
Encourage
buying online
and
choose express delivery
Motivate them to register for the workshop
online

Suggestion: Fashion Magazine

According to our survey
References
Hong Kong CPI http://dc.xinhua08.com/44/c=1

Leather Price https://timetric.com/index/FFrVHpVYQHeTX5cNbhGQZg/

Competitors of shoe making
http://ellensshoppingnews.blogspot.hk/2011/04/shopping-for-custom-made-shoes-and.html

Hong Kong Social Class distribution
The Ethos of the Hong Kong
Chinese University Press

Shoe Artistry Facebook page https://www.facebook.com/shoeartistry

Shoe Artistry official website SHOEARTISTRY.info

Introduction video
http://www.youtube.com/watch?v=5uLvBEUKUI&feature=share&list=PLgt7z2Q-lJBHlUvfwqxWuhVxOSbK9KPOF.

TV interviews http://youtu.be/OpSPBJ_e7Q?t=4m25s
http://youtu.be/w6-5CD9Ymg?t=16m20s

Full transcript