Question

You are the new marketing manager for a firm that produces a line of athletic shoes to be targeted at the college student subculture. For your boss, write a memo in which you list some product attributes that might appeal to this subculture, list the steps in your customers’ purchase process, and recommend some marketing strategies that can influence their decision. NOTE: Don't copy form other sources!

Answer 1

MEMORANDUM

To: Mr. Thomas Peterson, President of Sales, Blue Ribbon Sports

From: Mr. Jeff Ross, VP of Sales, Blue Ribbon Sports

Date: 17th Jan, 2019

Subject: Product specifications & market strategies

Mr. Peterson,

I have felt obligated to share a few suggestions regarding our athletic shoes as the product has not managed to penetrate the market and our margins are decimating.

The design of our shoes are outdated with materials which are unnecessarily adding weight which leads to slower mobility. I suggest that we remove this dead weight and cater to lighter and better quality material. We can design shoes for specific foot-type i.e wide toe, narrow toe, flat foot, arch type rather than the universal shoe design. I would also believe in using better quality rubber as many customers have complained of the rubber getting worn out in a couple of months.

The market for athletic shoes is enormous with abundant competition. It is important for us to create brand identification first and foremost. I would propose that we partner with leading athletes and sponsor shoes to those to which we can afford. We can push our products with advertisements on different e-commerce websites, banners, sponsoring athletic events, among others. Our website can be turned into a walk-in digital shop where customers can visually see the shoes without personally visiting our retail store.

Jeff Ross