Athletic Footwear Brand Project in Canada

This project is worth 30% of your final grade in the course. Students will work individually to complete the project. The purpose of this project is to help you understand how companies apply the concepts covered in this course.  Specifically:

Each student will choose an athletic footwear brand and describe in detail, the target market and marketing mix decisions for one of its products in Canada.

Project Breakdown

1. Introduction. The first step is to choose a specific athletic footwear brand and one shoe model that is for sale in Canada (e.g. Nike, Adidas, UnderArmor. Brooks, New Balance, etc.). Using library and/or internet research, write an introduction that includes background information about the company AND the specific product you have chosen.

2. Target Market. The next step is to identify and describe the target market(s) in Canada for your chosen brand, AND the chosen model of shoe. Try to pinpoint the elements that make the target market respond to the company’s marketing mix in ways different from people who are not members of the target market. You will engage commonly used characteristics to segment consumer markets (geographics, demographics, psychographics and behaviouristics), to describe the segment(s) targeted. You will also provide rationale and support for how you identified the target market. It is very difficult to do a good job on this project if you do a poor job of defining the target market.

3. Positioning. Develop a positioning statement that identifies the image your brand represents in the Canadian market, and what sets it apart from its competition (use the format offered in your e-Textbook). Also, develop a positioning map that identifies the two most important attributes that drive purchase of your product, and visually represent how the main competitors are positioned in the market. Explain how ythe positioning differentiates the brand in meeting the wants and needs of the target market(s).

4 - 7. Marketing Mix: Discuss how the company is using the 4Ps to attract the chosen target market for your brand and product line in Canada:

Product Strategy

· Describe the 3 layers of the “total product concept”. Describe the packaging and labeling. Describe the product/product line. Classify the product line as a type of consumer product. Describe the brand personality, and analyze the quality of the brand name.

· Provide a competitor analysis – describe the main benefits/competitive advantages of your product relative to one (1) key competitor.