Marketing Essentials Research Paper Examples

Marketing Mix Analysis

Summary of the Organization
The Athlete’s Foot (TAF) is an international brand targeting an international audience. It is a global retailer for athletic footwear, accessories and apparel. The first store under the banner of The Athlete’s Foot (TAF) was established in 1970 in response to the growing demand for sports footwear. The company started in Pittsburgh and later expanded throughout the United States and into European countries.
The first international venture was done with Australia in 1981. Now this transnational corporation is working in 26 countries all across the world with more than 400 stores. In 2012 INTERSPORT International Corporation (IIC) took over The Athlete’s Foot (TAF). INTERSPORT International Corporation (IIC) is one of the largest groups of the world for retail footwear. The Athlete’s Foot (TAF) is used to have the entire renowned brand’s products under one roof for their customers.
The Athlete’s Foot (TAF) with the tagline “sports with style” is used to inculcate this idea in the buyer that athletes also need some style and The Athlete’s Foot (TAF) is there to meet this need. The goals of The Athlete’s Foot (TAF) are to provide their customers with good variety of athletic footwear, apparels and accessories which can also add style to their way of life. Putting style to the game makes it more interesting and helps the athlete stand above from his contemporaries. The Athlete’s Foot (TAF) tries to provide quality products to its end consumers which can help them to add more colors and style to their life.
The marketing objectives of The Athlete’s Foot are to add style to lives of those people for whom sports are a need along with providing large variety of quality products from all known brands.

Product

Brooks Adrenaline GTS 15 is a product that has been chosen for this assignment. This men’s footwear is Peacoat/ lime green/ Atlantic running shoes.
This shoe is perfect for those who want to run with stability especially customers with low or average arched feet. Features of the shoes help in shock absorption and alignment of the foot. The design of the shoes reduces the pressure and provides more comfort to the foot. A support saddle inside the shoes is used to give more support to the foot and a new lacing style helps in making the external side more flexible in use. The interior of the shoe has been designed in a way that helps in moisture management to keep the foot dry.
Firm foam is used in the middle of the shoe in order to provide better foot support. This helps the athlete in managing his style and pace during sport. Crash pads on the outside of the shoe help the foot in its natural way of motion. All these features of the Brooks Adrenaline GTS 15 make it one of the best products for athletes.
Price of this sports shoe is $229.95. This means that company has tried to add psychological effect in its pricing strategy by changing the price from $300 to $299. Customers will be attracted by the imaginary lower price of $229 at first sight.

Promotions and Distribution

The company use digital media for the promotion of the product to its target audience. On the website of The Athlete’s Foot (TAF), full features of the products along with the price of the products, is available. Likewise the product’s reviews are also available on the website of Brooks. The product and its reviews are available on the different online stores i.e. eBay etc.
Personal communication meaning direct contact to the client at the point of purchase is another important marketing strategy, which is being employed by the company. For the distribution of the product, the company has used its retailers and the company’s own stores are also distributing this product in the potential consumers. For instance, The Athlete’s Foot (TAF) is used for the distribution of product to its maximum audience. In the age of digital technology, online stores are important ways of promoting the product in its target market. Demographically the most active buyers are between 19 and 38 years old. What is more interesting, more tan a half of this group placed the order online. This demographic group of buyers is characterized by lack of time and sufficient funds; therefore, online purchases are gaining more and more popularity.

Target Market

Athletes are primary target market of the product. Athletes from the Europe, America, Middle East and Australia etc are primary market of the Brooks Adrenaline GTS 15. Athletes with low and average arch foot are people that are targeted with the help of this product from the Brooks. Company has designed the product to satisfy the needs of its potential audience. Consumers that need more stability during their sports might choose this product. Likewise, customers who are tired of foot moisture during their sports are likely to buy it because it will help them in moisture management and keeping their foot dry. Company promotes heightened stability and foot moisture not only for competitive runners who need to stay in shoe and feel comfortable after running but also for long distances, where moisture balance is a must. As the tagline of The Athlete’s Foot (TAF) suggest sports with style this product in wide range of colors will add more style to the sports of athletes. All these needs of the customers have been highlighted through the use of marketing mix. Online reviews and features of the product address all these factors. Environmental change is one of the major factors that can affect the working of company and its sports products in the long run.
As for the price issues this shoe fit in the top price range and are not affordable for those who are on budget. Though in comparison to Brooks other popular shoe model Brooks Glycerin 12 Nightlife Men's Shoes that costs 150$ our model is cheaper but not worse due to it main characteristics.

Rebel Sports

Summary of the Rebel
For the product comparison, Rebel Sports has been selected. Rebel is also one of the major retail stores for sports footwear, apparel and accessories. Rebel has products of leading sports shoe brands for their customers. Rebel is known for wide range of products and a wide line of services. It is one of the largest chains in New Zealand with 32 stores all across the country for providing sports equipment to the people. There are more than 90 stores in Australia that counts to approximately 1/6 of all Australian stores in this branch.
Product
A casual shoe from the brand Converse has been selected for the comparison. Converse Chuck Taylor All Star Low Cut Casual Shoes is the preferred shoe for basketballers. The design of the product is very stylish and base of the shoe has been made very durable which can bear the hard and rough surfaces. Lightweight shoe is very comfortable for the sports. It is considered one of the most famous shoes which have hit the market from Converse. The comfort of the shoe can attract all types of customers.

Target Market, Pricing and Promotion

Pricing of the product is $69.99 that is very low compared to the products from Brooks Company. Like Brooks, Converse has also used the psychological effects in it’s pricing in order to attract the customers. Rebel has given discount to its customers. This means that along with employing the digital media for the promotion of its product, Rebel is also getting the attention of its customers with help of lower price. Like Brooks, Converse has also used the retailer distribution system for distributing its products to the end consumers. Primary target market of this product could be athletes and other people as well because shoes can be used for the casual wear as well as sports wear. Rebel shoe can be used both as casual and sports wear. Lower middle class and middle class of the society can afford the product. Converse is trying to provide comfortable shoes to its customers that can bear harsh surfaces and pressures etc at a very budget price. Company is providing these details in its online websites and retail stores etc.

Conclusion

Marketing mix is important factor that is employed by the companies for the proper placement and promotion of the product. Strategy of The Athlete’s Foot (TAF) for a Brooks’s product has been analyzed in this paper. It is international player which is specifically targeting the athletes all across the world. They are hitting the upper class of the society especially athletes. They are employing digital media, personal communication at the point of purchase and pricing strategies for the promotion of product. Rebel sports are also important brand that is promoting the wide variety of products. Its target market is different so it is employing different pricing strategy.
Though it may seem that these two brands are similarly positioned on the sports wear market, marketing mix is the thing that differs them from each other. Brooks shoe is promoted mostly in prestigious athletes magazines and stores and advertised by celebrities whereas Rebel shoe is oriented on the wider audience starting from ordinary students to professional athletes. In addition, Brooks marketing mix is more oriented on Australia though has stores all over the world and is considered to be an international brand. Contrary, Rebel is American brand positioning itself mostly on American market.

References

Brooks Running.com. (n.d.). Brooks Running. Retrieved December 14, 2014, from http://www.brooksrunning.com/en_us/adrenaline-gts-15-mens-running-shoes/1101811D057.070.html
Converse.com. (n.d.). Converse. Retrieved December 14, 2014, from http://www.converse.com/
Rebel Sports.com. (n.d.). Rebel Sports. Retrieved December 14, 2014, from http://www.rebelsport.com.au/Product/Converse-Chuck-Taylor-All-Star-Core-Low-Cut-Casual-Shoes/42787001
The Athletes Foot.com. (n.d.). The Athletes Foot. Retrieved December 14, 2014, from http://www.theathletesfoot.com/sport-with-style/