“With you every step of the way”
Nichole Brewer Shoes.Digital Business Strategy
Team 5
Cherie Burke * Team LeaderMichelle Murphy * Marketing AnalystMarc Bricker * Budget ConsultantAimee Butler * Research DeveloperMelanie Meyer * Project Coordinator
Overview
Mission Products and Distribution Brand Image Age segments Current Competitors Costs Sales Projections Funding Options Marketing Strategy Tactical Marketing Programs
Mission
Nichole Brewer will offer quality low heeled shoes targeting women sizes 10-12 and taller women who struggle to find just the right height. Quality standards and customer satisfaction will be with you every step of the way.
Slogan:“Not too tall , not too small, no more
shoes hitting the wall, it’s easy to fall in love with my heels.”
Products and Distribution
Low heeled shoes May enter into other
product markets in the future
View Nichole brewer shoes from all angles
Manufactured in Argentina
Argentina Production
•Sent to US via ship
US Port in Miami, FL
•Decontainerized and loaded on truck
Trucked to Warehouse
•Unloaded for storage in Kenosha, WI
In Warehouse
•Waiting for order by customer via website
Shipped to customer
•Sent by UPS
Brand Image
Affordable› Priced between $60
- $100 Sophisticated Wide Selection High Quality
› Argentina vs. China
Age Segments
15-19 years old – 10 million
20-24 years old – 9 million
25-35 years old – 19.5 million
36-45 years old – 22 million
Current Competitors
www.bigshoes.comwww.largefeet.comwww.endless.comwww.zappos.comwww.onlineshoes.comwww.silhouttes.comwww.barefoottess.comwww.shoesofyourdreams.com
Costs Designer- $15,000 Factory Order- $120,000 Warehouse Rental Fees- $29,850/year Shipping and delivery costs of shoes from Argentina- $3,500 Website Design and database- $3,000 Advertising- $2,000 Logo Design and design- $1,000 Payroll-$12,000 Taxes-$1,000 Investors amount 5,000
Total Start-Up Expenses = $187,350
Sales Projections
Funding Options
Personal funds
Investment from partners
Small business loans
Venture capitalists
Factoring options for initial order
Behavior Change and Customer Service
Stage 1: Customer defines support query
Stage 2: Receipt of e-mail and acknowledgment Stage 3: Routing of e-mail Stage 4: Compose response Stage 5: Follow-up
Behavior Change Objectives
• Trackers– Know exactly what they want
• Hunters– Know what they are looking for– Use the Internet to shop for other options– “The hunter needs more help, support, and
guidance to reach a purchasing decision,” • Explorers
– just “browsing” to see what they can find• No particular brand or idea in mind
Behavior Change Objectives
Trackers› More difficult target› Needs to implement:
“Wowing” customer service Convenient use of digital tools
Hunters› Easiest target for Nichole Brewer
Behavior Change Objectives
• ‘Business Women’ Segment– Price-led consumers– Feature-led consumers– Looking for certain styles, professionalism, and comfort
• Age Segment– High marketing levels• Style and comfort• (Hunters and explorers)
• Income Segment– Optimal marketing – Price-led consumers– “These shoes are fancy and affordable”
Behavior Change Objectives
• Psychographic Segment – Valuable tool/segment– Customer assistance availability– Main behavior:• Hunters
• Occasion Segment – Will contain a high value and a large part of the
market– High marketing levels• Brand-knowledge shoppers• Price-led consumers• Brand-level consumers
Marketing Strategy & Objectives
Market growth› Create awareness› Build a strong customer base
Market stability› Build a relationship with existing
customers› Retain customers for the long-term
Cost control Market exit
Marketing Strategy & Objectives
Target market objectives Promotional objectives Channel objectives Market research objectives R&D objectives
Tactical Marketing Programs
SEM & SEO Online display advertising Customization
› Monthly contests› Blog features› Social media channels/Viral Online Video
Size & style› Color options› Shoe specifications
Tactical Marketing Programs
Customer satisfaction & retention› Track shipping› Personal experience› Shoe photographs
Affiliate marketing Continuous improvement
› Wii board application› Payment strategies› Analytical software
Campaigns & sponsorships› Women’s sports teams› Foundations and charities
Tactical Marketing Programs
Reaching our target market Product specifications Promotional aspects Distribution Pricing strategy Additional considerations
› Customer support services
Gratitude's
Nichole Brewer› For allowing us to work with her business plan
Dominique Strom› For web development ideas.( Employed at eprize LLC)
Bob Mark› For providing inspiration
Cindy McColley› For organizing the class and providing guidance
Mari Buche› For providing IS/IT insight
Judges› For time involvement and future feedback
Questions?