Introduction
Converse Chuck Taylor All-Star shoe is a multi-purpose product that is suitable for different customers. Therefore, the needs it addresses may differ depending on the final consumer. However, the general idea is to satisfy the need for high-quality and stylish footwear for different populations for a reasonable price (Anne, 2019). The product aims to provide everyday footwear that is not only convenient and fashionable but also suitable for an active lifestyle.
Target Population (Demographic)
Converse targets densely populated areas, and more specifically, densely populated locations with lower-income demographics are ideal. The proposed product is most suitable for people who are also interested in sports and appreciate the comfort (Flores, 2018). Therefore, populations between 20 and 40 years represent the targeted audience.
Psychographic and Geography
Converse’s psychographic segmentation targets aspirers who are materialistic, acquisitive, and image aware (Bhasin, 2019). Converse has also studied people’s web behaviors and the suggested product targets such behavioral categories as fashion aficionados and outdoor sports fans. The targeted location is in Sacramento, California, ZIP Code 94205.
Marketing Mix
As already mentioned, the Converse Chuck Taylor All-Star shoe represents a product that aims at high quality and functionality as it is designed to serve several purposes. The selling price is relatively low, and discounts are introduced regularly. Advertising with the use of social media may be the primary method of product promotion. The aim is to cover a significant market share, and hence the product should be distributed globally. Consequently, the company should also aim to provide a unified high-quality customer service that is suitable for loyal customers who need casual footwear.
Innovation
The innovative idea behind the product is to introduce a modified version of Converse Chuck Taylor All-Star shoes that are designed for athletic purposes. It may attract new audiences and develop the taken market share. Moreover, the product should maintain the classic converse look to satisfy loyal customers and strengthen the brand.
References
Anne, M. (2019). How converse’s marketing appeals to customers across generations. ContentWriters Blog. Web.
Bhasin, H. (2019). Marketing strategy of Converse – Converse Marketing Strategy. Marketing91. Web.
Flores, G. (2018). Is the converse Chuck Taylor II really better than the original? Sole Collector. Web.