FASH 119

02

Brand Report
Screw Her Heels
Samantha Birks, Shelby Fitzgerald, Elizabeth Kyi, Mandisa Morgan, Nadia Weekes

12 November 2012

TABLE OF CONTENTS
1. Part One: Introduction ........................................................................................... 3 a. Brief Introduction or About ............................................................................. 3 2. Part Two: Secondary Research and Primary Research ........................................ 4-13 a. Brand Leader Analysis ..................................................................................... 4-5 i. Market Share Analysis ............................................................................ 4 ii. Secondary Research ................................................................................ 4 iii. Primary Research .................................................................................... 5 b. Direct Competitive Analysis ........................................................................... 6-8 i. Summary of all Direct Competitors .................................................... 6-7 ii. Analysis of 3 Direct Competitors ............................................................ 8 c. Latest Trend/New Product Development Analysis ...................................... 9-10 i. Trend Analysis ......................................................................................... 9 ii. New Product Development Analysis ................................................ 9-10 d. Primary Research ........................................................................................ 11-13 i. Focus Group .................................................................................... 11-13 3. Part Three: Target Market and Positioning....................................................... 14-16 a. Target Market Profile .................................................................................. 14-15 b. Positioning Map and Statement ....................................................................... 16 4. Part Four: Product/Brand ................................................................................ 17-24 a. Product Description .................................................................................... 17-19 i. Product Analysis .............................................................................. 17-18 ii. Strengths and Weaknesses ................................................................... 19 iii. Future Recommendations .................................................................... 19 b. Brand Name Selection ...................................................................................... 20 c. Concept Testing .......................................................................................... 21-24 i. In Depth Interviews......................................................................... 21-23 ii. Summary of Findings............................................................................. 24 5. Part Five: Pricing, Promotions, Distribution...................................................... 25-31 a. Pricing Analysis............................................................................................ 25-26 i. Pricing Analysis................................................................................ 25-26 ii. Strengths and Weaknesses ................................................................... 26 iii. Future Recommendations .................................................................... 26 b. Marketing Communications Analysis ......................................................... 27-28 i. Marketing Communications Analysis ................................................... 27 ii. Strengths and Weaknesses ................................................................... 28 iii. Future Recommendations .................................................................... 28 c. Distribution Analysis ................................................................................... 29-31 i. Distribution Analysis ....................................................................... 29-30 ii. Strengths and Weaknesses ................................................................... 31 iii. Future Recommendations .................................................................... 31 6. Scanned Market Share Analysis ................................................................................... 32 7. Works Cited ................................................................................................................... 33

Part 1 INTRODUCTION
The product category is shoes, or more specifically, Womens formal footwear. The product is a shoe with a heel that may be removed and replaced with one of three heels using a screw technology. The premise behind the product is to offer busy women the option of multiple heel heights within one shoe based to fit their practical needs. For example, our product gives women the opportunity to wear the style of a high heel to an event or meeting but allows them the comfort of a lower heel during transportation. The targeted female will likely be young adult to middle aged and working in the business realm with a busy work and social life.

Part 2 BRAND LEADER ANALYSIS

Market Share Analysis Shoe Retailing SIC: 5661; NAICS: 44821 Leading Shoe Retailers, 2008 Market shares are shown for July 2008. According to the source, more than three-quarters of survey respondents shopped at a particular retailer because of prices. Retailer selection and location were also major factors. Wal-Mart ........................................ 11.8% Payless ............................................ 11.7 Kohls .............................................. 4.9 DSW ................................................ 3.7 J.C. Penny ....................................... 2.9 Other .............................................. 75.0 Source: BIG Executive Briefing. [online] from http://www.bigresearch.com [Published July 2008] from BIG Research. 1 Marketing Mix Product Wal-mart offers an array of shoe categories including athletic, boots, casual, formal, sandals, and work & safety. Most relevant to our product would be the pumps and heels category of their shoe selection. They offer upwards of 300 styles of heeled womens shoe. Price The price of pumps and heels at Walmart averages between $20 and $50, with select styles offered as inexpensive as $10. Place Wal-mart offers four retail formats: supercenters, discount stores, neighbourhood markets, and other small format stores. Within their stores, Wal-mart segments a section of the store dedicated to shoes for shoppers to browse and try on styles. The company also offers the option to shop online and have the product delivered directly to customers homes. Promotion Wal-mart communicates with customers through various media channels. They express the product selection and value to potential buyers via television, flyers in the mail, radio advertisements, and the internet.

Scanned copy of Market Share Analysis is available for reference on page 32 of document

5 Wal-Marts status as brand leader and competitive advantage Wal-Mart occupies the position of brand leader in the shoe category of the market because it aims to and succeeds in selling high volumes of affordably priced goods. The company offers shoes at prices significantly lower than competitors. As stated in the Market Share Analysis for shoe retailers, more than three-quarters of survey respondents shopped at a particular retailer because of prices (Gale Research, Inc.). Wal-Mart is the largest retailer in the world (Wal-Mart Stores, Inc.) and thus enjoys wide recognition. It also offers many retail locations, creating an element of convenience for customers, rivaled by few. The store layout offers convenience by offering an all-in-one concept in which customers can come in and purchase multiple product categories, such as groceries, toiletries, apparel, and technology, in one location. Alongside convenience and a low price point, Wal-Mart offers its customers a wide selection of shoes, which was another leading factor in shoe selection as referenced by the Market Share Analysis. Wal-Marts product life cycle Wal-Mart is a well-established brand, situated in the maturity stage of its product life cycle. The brand is widely known internationally and maintains its image in the eyes of consumers as the place to go for cheaply priced goods in nearly all product categories. They are constantly bringing in new merchandise, which keeps their shelves stocked and their product selection fresh. What can we learn from this brand leader? From Wal-Marts business plan, we can glean that our product sales will be highest if we appeal to customers desire for low prices, large selection, and convenience. However, although Wal-Mart is brand leader, it is not a direct competitor since it does not offer the specific and specialized product that is convertible heels and therefore targets a different and wider consumer market segment.

DIRECT COMPETITIVE ANALYSIS Part A

Competitors Descriptions This brand leader in the shoe category offers customers a wide variety of shoe styles, privileging a selling point of affordability. Price Range $6 $299 Advantages & Specialized Features - Main goal of affordability - Wal-Mart locations offer a high degree of convenience by offering such a vast expanse of product categories. - many shoe styles to choose from - Italian Leather allows flexibility of sole to adjust to changing foot positions - Heels remain attached to shoe at all times, eliminating possibility of misplacing or forgetting pieces - Variety of styles - Available in wide widths - Wide array of heel heights - Easily transportable heels - Flexible sole - Shoes are rigorously wear tested to withstand heavy use with durability - Affordable - Convenient to purchase Size Range Womens sizes 3.5 - 14 Distribution Shoes are sold in store at all WalMart locations as well as online through the companys website. CAMiLEON Heels are sold exclusively online.

Wal-mart

CAMiLEON Heels

Day 2 Night Convertible Heels

CAMiLEON Heels offer 14 styles of shoe, all with the capability of transforming from a 1 inch kitten heel to a 3 inch high heel and vice versa without the necessity of removing the shoe from the foot. They use a folding technology; the lower portion of the heel folds in towards the foot and is stowed underneath the arch of the shoe. Day 2 Night provides one shoe with 5 interchangeable heel heights: 3 , 3, 2 , 2, 1 . The company employs innovative technology allowing users to remove and replace heels with the push of a button.

$99 $129

Womens sizes 5 - 10.5, offers the option of medium or wide width shoes

$300

Womens sizes 5.5 11.5

Dr.Scholls Fast Flats

Dr. Scholls sells a thin, lightweight pair of flats that come

$9.97

Offers three sizes to accommodate

The company is in its earliest stages and currently asking customers to pre-order merchandise online so they can afford production. Dr. Scholls sells Fast Flats in the

7 with a small clutch to transport the shoes. The product boasts affordability and convenience. - Lightweight and easy to carry the following size ranges: 5-6, 7-8, 9-10 pharmacy sections of department stores such as Wal-Mart. They also sell in pharmaceutical stores such as Shoppers alongside their other orthotic products. Nael Coce shoes are currently sold online and the company is attempting to reach out to retailers to carry the products as well. Damn Heels sells their products online as well as at various retailers throughout southern Ontario, primarily in Toronto.

Nael Coce Collection

Nael Coce sells a 2-in-1 shoe product that involves a pair of flats and a pair of heels. The insole of the heels can be removed and replaced with a slim and discreet pair of flats. Users may wear the heels with the flats inside and remove the outer shoe at any time to just wear the flats. Damn Heels offers a similar product concept to Dr. Scholls Fast Flats but at a higher price point and level of quality. The product is a faux leather shoe with a leather insole and rubber outsole that can be folded and fit into a clutch that matches the shoes. Damn Heels offers a Damn Classic style and a Damn Glamorous style.

$99 $140

- Two pairs of shoes for Womens sizes one price 5 - 11 - May be worn as flats alone, heels alone, or both products at once

Damn Heels

$35 $55

- Leather insoles - Rubber outsoles - Multiple styles - Fashion forward clutch and flat styles

The Classic style comes in sizes small (5-6), medium (7-8), large (9-10), and extra large (11-12). The Glamorous style is offered in womens sizes 610.

DIRECT COMPETITIVE ANALYSIS Part B

1. CAMiLEON Heels A) Product: Shoes that interchange between kitten and high heeled, using a folding technology that allows the heel to rest hidden under the sole of the shoe when in kitten heel position. B) Pricing: $99 - $129 C) Promotion: CAMiLEON advertises to customers on their website as well as through instructional and promotional videos on the internet. They generate word-of-mouth public relations marketing by being featured on blogs and morning television shows such as Good Morning America. D) Distribution: The company currently sells their products online but are seeking retailers and distributors to sell their products as well. They have patents for their technology in various countries including the U.S., Australia, and China, but their patent application for Canada is pending. 2. Day 2 Night Convertible Heels A) Product: Day2Night Convertible Heels offer a shoe with a heel that can be removed and replaced with any of 5 different heights at the push of a button. B) Pricing: These heels retail at $300 regularly but the company is holding a limited time offer sale of $149 per pair in order to generate capital to continue manufacturing. C) Promotion Day2Night has an online promotional website to promote their product to potential customers. They also appeal to consumers on a personal level by asking for donations to complete the start up of their business. D) Distribution: Online 3. Dr.Scholls Fast Flats A) Product: Dr. Scholls offers an inexpensive and compact pair of flats in a small clutch to ensure ease of carrying. B) Pricing: Approx. $10 C) Promotion: Dr. Scholls is a larger company in the maturity stage of its life cycle and enjoys a much larger marketing budget than the other competitors. It makes use of television commercials, online advertisements, billboards, and in store advertising. D) Distribution: Fast Flats are sold in a wide array of retailers across Canada and the U.S. including Shoppers Drug Mart, Walmart, CVS, Target, and many more of a similar nature. Their products are also offered online.

TREND ANALYSIS
Spring 2013 Looks

Alejandro Ingelmo

Alejandro Ingelmo

Alexander McQueen

Aperla

The upcoming trends for the spring 2013 season feature a lot of variation in heel shape such as the curved heel (see Alexander McQueen), the chunky heel (Aperla), and the super skinny spike heel (Alejandro Ingelmo). A dainty silhouette with a pencil heel is being featured a lot on the runways as well as being seen on the fashion innovators of the street. The popular colours of the season are rich blues and reds as well as pastel colours and earth tones. Metallics are maintaining popularity but are now being featured as accents as seen in Alejandro Ingelmo Spring 2013 collection.

NEW PRODUCT DEVELOPMENT ANALYSIS

1. Sheilas Wheels Convertible High Heels: A car insurance company by the name of Sheilas Wheels has developed a new shoe technology that turns from heel to flat with the push of a button. Their goal in the development of this product was to prevent women from wearing the wrong footwear while behind the wheel. Their shoes must be made of a very soft material to accommodate the adjustment in foot position between a heel and a flat. The idea is currently a developing concept and has not yet been priced for retail.

10 2. CAMiLEON Heels CAMiLEON produces shoes that go from a high heel of 3 to a kitten heel that is more comfortable for walking. The heel contains mechanisms that hold the heel in place while in both height positions as well as a stainless steel rod that runs through the length of the high heel to ensure stability. When in kitten heel position, the remainder of the heel is stored under the arch. The sole is made of Italian leather to allow to maintain arch support in both heel positions. The changing of heel heights can be accomplished without removing the shoe from the foot.

3. Day2Night Convertible Heels Day2Night is a convertible heel style that offers the ability to choose from five different heights. To change the heel, you simple press a button that releases the current heel and snap in another height. The sole is flexible to continually adjust to the height chosen.

By looking at the technologies of other similar products, our company can conclude that flexibility of the sole is a very important component of the technology. We can also look at other technologies to decide where to position our product in the market. CAMiLEON Heels offers only two heel heights, while Day2Night offers five. However, there is also a significant price gap between the two, with CAMiLEON selling for approximately 1/3 of the price of Day2Night. Screw Her Heels would like to position our brand half way between these two products by offering three heel heights and pricing our product right in between these two competitors.

11

PRIMARY RESEARCH
Focus Group Introduction Good Afternoon. Thank you for meeting with us. This focus group will last no longer than 90 minutes. Does anyone mind if we record this for our records? This recording will not be seen by any district administrators. We are students at Humber College, doing a project on marketing removable heels to a target market of females between the ages of 25 and 40. We are conducting this focus group to acquire qualitative data on what you, as consumers, would like to see offered in the womens shoe market. Therefore, we are looking for your thoughts and impressions in as descriptive detail as possible. All information collected will be confidential and anonymous. No third party will see this information and names will not be recorded. Our evaluation will result in a written report on Monday, November 12, 2012. This report will be handed into our professor and will help us develop an effective marketing plan for Screw Her Heels. Lets Begin. Question Breakdown 1. If you have removable heels, describe your favourite pair. If not, describe your favourite pair of heels and whether or not a removable heel would make them better. 2. In your opinion, what is important to you when purchasing a pair of heels? Would you consider convertible heels as important quality? 3. Do you always purchase the same brand or will you try new brands? What brands do you buy? 4. How important is the brand name when buying heels? 5. How did you hear about your favourite brand of heels? 6. In terms of the style of heels, what are you most likely to purchase when you buy your next pair? (i.e. wedges, pumps, high-heeled boots) Would removable heels add value to this purchase? 7. Who most influences your decision when purchasing heels? (i.e. sales staff, friends, family, celebrities) 8. What specific qualities bother you about your least favourite pair of heels?

Analysis 1. If you have removable heels, describe your favourite pair. If not, describe your favourite pair of heels and whether or not a removable heel would make them better. No one had heard of removable heels.

12 The majority of the group (70%) stated that their favourite pair of heels had approximately a three inch heel and had interesting stylistic elements such as studs or sparkles. The next most common style of heels described as a favourite was the wedge (20% of the group). The least common style of heel described was heeled boots (at 10% of the group) 90% of the group said that removable or convertible heels would make their favourite pair of heels better because they would have more opportunities to wear them 10% said they would not want a removable or convertible heel.

2. In your opinion, what is important to you when purchasing a pair of heels? Would you consider convertible heels as important quality? 80% of the people said that comfort was extremely important, followed by style 10% of the people said that the height and colour was important 10% of the people said that the name brand and quality were their most important 80% of the people said that they would consider a removable heel an important quality when decided on a shoe purchase 10% of people said that they never gave a thought to removable heels so they wouldnt consider it important to their purchases 3. Do you always purchase the same brand or will you try new brands? What brands do you buy? 80% of the people said that they usually purchase the same brand of shoes consistently 20% of the people said that they generally buy from the same brands but are willing to try others The most common stores and brands that came up were Aldo, The Bay, Nine West and Guess 4. How important is the brand name when buying heels? 90% of the people said that the brand wasnt important if the shoe was comfortable and they really liked the style 10% of the people said that brand name was very important 5. How did you hear about your favourite brand of heels? 50% of people said they didnt have a favourite brand of heels 20% of people said that they found their favourite brand of heels through friends or family 20% of people said that they found their favourite brand by browsing through malls 10% of people said they found their favourite brand online. 6. In terms of the style of heels, what are you most likely to purchase when you buy your next pair? (i.e. wedges, pumps, high-heeled boots) Would removable heels add value to this purchase?

13 60% of people said that their next purchase of heels purchased would be high-heeled boots. 30% of people said that their next purchase would be a pair of wedges 10% of people said that their next purchase would be kitten heels 80% of the group said that they would love to have a removable heel in their next heeled shoe purchase. They liked the idea of being able to take off the heel when their feet hurt. 20% of the group said that they wouldnt like removable heels added to their next purchase. Instead, they said they would just buy comfortable heels.

7. Who most influences your decision when purchasing heels? (i.e. sales staff, friends, family, celebrities) 60% of the group said that their friends and family most influence their decision when buying a pair of heels 30% of the group said that they either go out having something already in mind or pick out their own without influences to the decision. 10% of the group said that they go shopping and just buy when something pops out at them 8. What specific qualities bother you about your least favourite pair of heels? 50% of the group said that their straps stretched out and they no longer fit 20% of the group said that their heels were uncomfortable after a short period 20% of the group said that the grip wore down on the heels making them to slippery. 10% of the group said that their heels were to narrow. The focus group results demonstrate that there is quite a bit of interest in our product concept and the idea of convertible heels judging by the fact that 90% of the group felt that adding the ability to change the height of their favourite heels would improve them. Furthermore, the focus group highlighted the fact that the idea is widely unknown to the population based on question one which stated that not one member of the group had heard of convertible heels. Taking this factor into account, our company can acknowledge that our product is a high learning one, which will require us to invest extra effort in making consumers knowledgeable about and comfortable with the idea of interchangeable heels. Lastly, a large part of the group stated that their next heeled shoe purchase would be a boot, suggesting that Screw Her Heels may benefit from expanding our range of styles to accommodate a boot.

14 Part 3

TARGET MARKET PROFILE

Meet Monica: Screw Her Heels was made for Monica. Monica is a 32-year-old woman. She is a wife and mother of 1 child. She is a businesswoman and is always on the go. Her career demands that she wear business attire; therefore, Monica wears high heels on a daily basis. After work, she constantly has commitments keeping her busy, such as her daughters dance recital or dinner with friends. With all her running around, a product like Screw Her Heels is perfect for Monica.

Monica CATEGROIES Geographics VARIABLES Region City or census metropolitan area (CMA) size Density Climate Age Gender Family Size Stage in family life cycle Income Occupation Education Ethnic background Home ownership Personality BREAKDOWN Toronto 4,000,000+

Demographics

Psychographics

Lifestyle

Beaviouristic

Benefits sought

Urban Temperate, without regular extreme cold or precipitation 25 40 Female 13 Single, Married, or Married with a child Moderate 50, 000+ Business woman College/University Graduate Canadian Rents or owns home Monica is gregarious and extroverted, two qualities often associated with upward mobility through the business ranks. These qualities also contribute to her busy social life outside business. Monica is busy and constantly on the go. She is a career woman with a demanding job and enjoys an active social life, often attending semi-formal dinners or events that would require heels. The primary benefits sought by

15 Monica from Screw Her Heels are convenience and comfort. Her onthe-go lifestyle requires shoes that allow her to go from day to night with maximum comfort and minimum effort. Screw Her Heels fits into this lifestyle by offering classic styles that can be dressed up or down as well as making the heel switching process quick and easy. The heels are compact and can easily fit into a purse and the process of switching heel heights can be done anywhere with the simple turn of a screw. Ideally, Monica would adopt Screw Her Heels into her professional wardrobe. Assuming this to be the case, Monica would use these heels fairly consistently throughout the weekdays making her a frequent user. The shoes target this usage rate by offering the wearer multiple levels of comfort and style, increasing the opportunities for which Monica may need or want to wear the shoes. The shoes are designed in classic styles such as the black or nude pump so as to be appropriate for many different occasions. Thus, Monica would likely purchase one or two styles and keep them until they wear out. Since the company aims to have the user keep these shoes as staples in her wardrobe, Monica would aim to replace the heels with another pair of Screw Her Heels once her first pair had worn out. Thus, the degree of loyalty would be high and life long.

Usage rate

User status

Loyalty status

16

POSITIONING MAP

POSITIONING STATEMENT
Screw Her Heels is positioned in the womens shoe market as a shoe that offers comfort and style for women who need shoes that can keep up with their busy lifestyle. Screw in technology allows this shoe to offer more stability than any convertible heel.

17 Part 4

PRODUCT ANALYSIS
Core product: Women with busy lifestyles are constantly in transit and rarely have time to go home for mundane tasks such as changing shoes. To rid these women of the hassle of carrying an extra pair of shoes everywhere they go, we created Screw Her Heels. One of the core benefits consumers will receive is a solution to the issue of discomfort due to having to wear high heels for extended periods of time. We also offer the benefit of convenience because heel heights can be changed quickly, on the go which would appeal to the busy woman. Actual Product: Our product is a pair of womens shoes with a soft, flexible sole and three different heel heights: kitten, mid, and high. The kitten heel portion of the shoe is permanently attached to the sole and features an inlet for a screw. The mid and high heels screw into this inlet in the kitten heel to adjust the height of the heels. The screw technology offers more stability than most other technologies. The shoe is currently offered in two colours, beige and black, as well as two styles, a pointy toed pump and a round toed pump. All the shoes have an upper made of patent leather and a sole of supple genuine leather to allow for flexibility. If successful, the company intends to create a larger variety of styles, potentially incorporating boots into our repertoire.

Augmented Product: Our patent leather heels have a flexible leather soles that ensures arch support at all heel heights. This sole prevents pain in the heel and ball of foot by offering extra cushion and padding in these areas. This technology relieves strain on back and knees while allowing for comfort and ease of walking.

18 Our company uses genuine leather only, which stretches with wear to mold to the foot. As a result, the shoe becomes increasingly comfortable with wear. If there are any manufacturing faults with the shoe, it may be returned or replaced by the manufacturer free of charge for a period of a year. We also offer a lifetime warranty on heels. Should the replaceable heels wear down, customers can appeal to Screw Her Heels and we will send free replacement heels with the only cost to consumers being shipping. The reason we offer this service is because our product aims to support a womans busy lifestyle and our target consumer should feel confident that she can use her Screw Her Heels to their maximum potential in her busy lifestyle without fear of the heel wearing. Screw Her Heels service contact also provides consumers with complimentary leather polishing. Our company is also working on making multiple heel thicknesses, heights, colours and styles available for purchase that will be compatible with any Screw Her Heel style. In offering these extra style options, we are responding to our focus group and in depth interview data that told us that customers privilege trendy and current styling in their decision when purchasing heels. These extras will bring extra revenue to the company while creating added excitement and styling options for consumers. Since we are not offering the option of online shopping, we are going to add the option of ordering product in store directly from manufacturer if customers see a product online they want but cannot find in store. Payment will not be required at the time of order and customers reserve the right to reject the product if it comes in and they decide they do not want it.

19 Marketing Mix Product Strengths - Classic styling appropriate for many situations - Flexible leather soles - Screw in technology offers a high degree of sturdiness - Quick and convenient heel changes - Variations in silhouette and colour to suit individual tastes - Our pricing lies directly in between our two main competitors, CAMiLEON and Day2Night. If the price were higher, consumers may not be willing to pay the price. However, if the price were lower, consumers may associate our brand with cheap quality. - Reach a wide audience - Aim to raise awareness and educate - Creative and current methods employed such as social media Weaknesses - Limited style options; will expand into more styles once brand matures - Wearer must carry extra heels in order to reap full benefits of the shoes

Price

- If our competitor sells the same type of product for less, some consumers will look to their product since they have a lower price

Promotion

Place

- Customers are able to try on shoes for fit and style in store - Seeing product first hand may increase likelihood of purchase

- solely promotional website; nontransactional - no guarantee of reaching our target market specifically; rather, our plan focuses on reaching a large volume of consumers - Not all styles can be available in stores at all times - Customers cannot shop from home

Future recommendations In the future, Screw Her Heels will expand our range of styles to include boots, sandals, DOrsay pumps, etc. so that consumers have more style options to choose from. We will also continue to expand our brand following by maintaining constant upkeep with our direct response marketing. Furthermore, Screw Her Heels will eventually adopt a transactional website style to increase convenience and buying ability.

20

BRAND NAME SELECTION

Brand Name: Screw Her Heels

We chose the name Screw Her Heels for a number of reasons. Primarily, due to the humorous and quirky nature of the name, it will quickly draw the attention of consumers, which we are aiming for as a new business. We also chose the name to reflect the technology involved in our product; Screw Her Heels may refer to the notion of screwing her heels because they are painful but also refers to the screw in interchangeable heels we offer. With this name, we hope to spark interest from our target market and hope to make them wish to learn more about our product. Being in the introduction stage of the product lifestyle, our main goal is to raise awareness for our brand and encourage potential customers to inquire about and try our product. We are also aiming to create a care-free and fun brand image because our shoes strive to provide customers comfort, allowing them the ability to enjoy a busy life of work and play.

21

CONCEPT TESTING
In Depth Interviews Basic Product Description: pumps with multiple heel heights that could be changed easily by unscrewing the heel from the sole and replacing it with a higher or lower heel - 3 heights: kitten, mid, high. 1. 1. Does this product interest you? a. Yes b. Yes c. Yes d. Yes e. Not really f. Yes g. No h. Yes i. Maybe j. Yes 2. If yes, how do you see yourself using the product? (i.e. work, meetings, dinner, night out) a. Mostly for work b. Work, day to night c. Work, girls night, date night d. Work e. N/A f. Day to night g. N/A h. Work i. Going out j. Commuting to work 3. Would you say you buy shoes based more-so on style or functionality? a. Functionality b. Functionality c. Both d. Functionality e. Comfort f. Combination g. Style h. Functionality i. Style j. Functionality 4. Would you be willing to purchase this product for $150? a. No b. A little steep, $100 or under

22 c. Probably not d. No e. No f. Yes g. No h. Yes i. Yes j. Yes Is there a Town Shoes or Browns Shoes location within 25 km of your home? a. Yes b. Yes c. Yes d. Yes e. Yes f. Yes g. Yes h. Yes i. No j. Yes What mode of transportation do you use to reach those locations? a. Car b. Car c. Bus d. Drive e. Drive f. Walk g. Drive h. Public Transit i. Drive j. Bus Would you make use of the option to purchase this product online if it were available? a. No b. No (no assurance of fit) c. Possibly d. Yes, depending on return policy e. No f. No, I want to make sure they fit g. No h. Yes i. Probably not j. Yes What are some features you would like to see added to this product? a. Some kind of clip to attach heels to top of foot b. Different style options

5.

6.

7.

8.

23 c. Different coloured heels d. N/A e. Different styles and patterns f. Some way to carry the heels so I dont lose them g. Trendier options h. Winter weather styles i. Small clutch to hold heels j. N/A 9. What styles would you like to see a convertible heel offered in? a. Boots b. Pumps, open-toed c. Boots d. Thicker heel e. Boots f. Boots g. Colour block h. Mary Janes i. Sandals j. Colourful, patterned, ankle boots 10. What would be your main concern about this product? (i.e. uncomfortable, unstylish, impractical, functionality, sizing?) a. Sizing and unstylish b. Sizing and comfort c. Flexible sole to accommodate multiple heel heights, comfort, screw in heel creating lump in sole d. Difficulty/hassle switching heels e. Flexible sole, stability, keeping track of the heels, carrying the heels f. Stability g. Heels not high enough h. Unstylish i. Heels becoming loose j. Losing the heels

24 Summary of Findings Our in depth interviews taught us a lot about our products potential and what we could do to improve our concept. The first question, asking participants if they were interested in our product, demonstrated that a great deal of people are interested in this concept. What the company could glean from that is that we should play off their interest and use it as an opportunity to teach them about the product and make them comfortable with the idea. The interviews also taught us that our chosen retailers are prevalent and accessible for our target consumers, making buying potential convenient. When asked what styles participants would like to see interchangeable heels in, 4 of 10 people said they would like convertible heeled boots. This information could be used later, once we are able to innovate our product and introduce new styles. The main concern among participants regarding our product involved issues of technology such as stability, flexibility, and ease of heel change. Thus, we can conclude that in order to sell our product we must teach consumers the ease of use and quality of technology.

25

PRICING ANALYSIS
Pricing Analysis Pricing Strategy: Screw Her Heels uses the At Market Pricing strategy. We aim to position our price between Day2Night, whose regular retail price is $300, and CAMiLEON, who sells shoes for under $129. In doing so, we hope to attract a balance of customers who associate price with quality and customers who seek affordability. Our strategy is seen to fall in line with and help establish the going rate in the shoe category. Competitive Pricing Analysis Price Strategy $ 150.00 Above-, At-, or Below- Market Pricing: Our company is specifically aiming to position our prices between our two most direct competitors. We are attempting to fall in line with the going mark price. $ 300.00 Penetration Pricing: Day2Night is currently try to start up their business and in an attempt to cover their start up cost, they are offering their product at a much lower price than that which it would usually be sold for. Thus, they are using penetration pricing by setting a low price initially in order to appeal immediately to their target market. $ 99.00 - $ 129.00 Standard Markup Pricing: CAMiLEON Heels offers shoes that are midpriced, not adopting any special technique, but just trying to turn a profit on their sales. $ 9.97 Odd-Even Pricing: Dr. Scholls employs the use of Odd-Even Pricing by setting their price at $9.97 instead of $10 in order to make customers develop a psychological association with the price as under ten dollars. The assumption is that consumers will see the price as under ten dollars and be more willing to purchase it because it is inexpensive.

Competitors Screw Her Heels

Day 2 Night Convertible Heels

CAMiLEON Heels

Fast Flats

26 Nael Coce Collection $ 99.00 - $ 140.00 Standard Market Pricing: Nael Coce offers shoes that are mid-priced, not adopting any special technique, but just trying to turn a profit on their sales. Price Lining: Damn Heels offers two lines of shoes. Their Classic line sells for $35 and their Glamorous line sells for $55.

Damn Heels

$35 - $55

Strengths and Weaknesses Strengths: The strength of our pricing strategy is derived from its ability to attract multiple types of shoppers by offering a middle of the road price range that will likely appeal to the widest range of consumers. Weakness: A potential weakness in our pricing strategy comes from the possibility of detracting one type of consumer that may be attracted to our product if it were priced below or above market price. For example, if we judged our target market incorrectly, and our consumers wish to purchase something very inexpensive, we may deter the segment of the market with the most sales potential.

Future Recommendations In the future, judging by sales in the introduction stage of our life cycle, Screw Her Heels may decide to alter our pricing strategy to fit in line with consumer desires. Upon introduction of more styles, we may adopt the Price Lining strategy and offer multiple lines of products all set at different price points to introduce variety into our pricing strategy and offer more options to consumers.

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MARKETING COMMUNICATIONS ANALYSIS

1. Advertising: Screw Her Heels will be sold exclusively in store at retailers such as Browns Shoes and Town Shoes. We will feature paid print advertisements in magazines that share demographic qualities with our target market such as W, Chatelaine, and Glamour. Our company is also going to incorporate the use of web advertising on fashion-oriented sites such as magazine websites. Screw Her Heels will also do online video advertising by posting instructional videos on YouTube that demonstrate our product and allow customers to preview the product from the comfort of their own homes. The videos will show people wearing Screw Her Heels and demonstrating the products features and capabilities while also informing viewers about where they can purchase our product or learn more. 2. Public Relations: Our company will host an unveiling event open to the public where consumers may come in and try the product as well as learn more from associates and enjoy appetizers and snacks. The event will be located in one of the retailers that feature our product and will take place on a midday Saturday when shopping traffic is at its peak. To raise awareness for the event, we will promote it on social media sites like Facebook and Twitter as well as through flyers given out at the mall. Furthermore, Screw Her Heels will appeal to Fashion Bloggers to try our product which could potentially lead to them posting a favourable review, gaining awareness and generating word-of-mouth. 3. Direct Response : We will have a Facebook, Twitter and Pinterest to update consumers on the companys most recent developments and sales. Through these social media, we will also host contests that allow followers to share content from our sites to win discounts on product or free product. This technique will give consumers the opportunity to try our product while simultaneously getting the word out for our company. These social media sites will direct visitors to our promotional website that offers information about our companys origins, technology, product, etc. To encourage consumers to connect with our brand, we will offer the ability to subscribe to email notifications with personalized recommendations and updates about our company and brand. These email subscriptions would also offer exclusive invites to promotional events and sales. Loyal customers who connect with us via these subscriptions will also receive special discounts, gifts with purchase, and opportunities to enter contests and win prizes.

28 Strengths and Weaknesses Strengths: The strengths of our marketing plan surround their ability to raise awareness and trial of our product among potential customers. Our advertisements and presence on social media such as Facebook, Twitter, and YouTube will hopefully generate a great deal of brand awareness that results in sales. Thus, the primary advantage to our communications techniques is their ability to reach a wide audience. Weaknesses:One weakness of our marketing plan will be the initial capital required use advertising. Our company is hoping the original investment will pay off in sales once our campaign has reached a significant segment of the market. Another potential weakness in our marketing plan is that our free marketing techniques, such as those involving social media, have no guarantee of reaching our target audience.

Future Recommendations Once our company gains momentum and revenue, we will have celebrities to endorse our product. If we offer free merchandise to high profile people and they wear our product in public, the interest of our target market should be piqued.

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DISTRIBUTION ANALYSIS
Distribution Channels Our two main competitors, Day2Night Convertible Heels and CAMiLEON Heels, both use a direct distribution channel. Their products are sold from manufacturer to consumer with no intermediaries. Both competitors sell their products online exclusively. The following diagram displays this distribution channel:
Producer (Day2Night, CAMiLEON)

Consumer (Online)

Our other indirect competitors, such as Dr. Scholls Fast Flats and Damn Heels employ a mixture distribution channels. Each company offers both the direct channel displayed above and the indirect marketing channel our company uses, involving an intermediary retailer.

30 Our Distribution Channel Our brand uses the Retailer Channel in which we as producers provide retailers with merchandise to sell to the ultimate consumer. In this model, the retailer is an intermediary. We selected this style of marketing channel based on multiple factors: Geographic Concentration of Market: Because our brand is based in an urban centre (Toronto), we know that most of our target market in the introduction stage of our business has convenient access to the shoe retailers in which our products will be sold. We confirmed this assumption in our in depth interviews, which told us that almost every participant had easy access to both Browns Shoes and Town Shoes. Number of Potential Customers: We are hoping to appeal to the average career woman and therefore hope to sell many units to many customers. Since this is the case, it is easier for us to sell in bulk to a retail and have them distribute the product than to order and ship each individual item. Type of Market: Our company sells consumer products which are typically sold more effectively through retailers. In order for a customer to buy a pair of shoes, they usually want to try it on and see it in person. For this reason, it makes the most sense for Screw Her Heels to sell our product in retailers rather than online. The following diagram displays our Retailer Marketing Channel:
Producer (OUR BRAND)

Retailer (Town Shoes, Browns, etc.)

Consumer

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Strengths and Weaknesses Strengths: By using a retailer in our distribution channel, we increase visibility of our product, allowing consumers to see it in passing while they are shopping in the mall. Furthermore, this marketing channel allows us to offer our customers something most of our competitors do not: the ability to try on the item before purchasing. We feel this will give our product and advantage above competitors. Weaknesses: In order to sell in popular retailers, our company will have to vigorously convince Browns and Town Shoes to carry our product since it is new and relatively unknown. We may have to begin with smaller shoe retailers and boutiques who are willing to carry our product and work up to large retailers such as Browns and Town Shoes.

Future Recommendations Once our popularity grows and demand for our product increases, we may look to offer transactional services on our website. This avenue will create an element of convenience for the segment of the market that doesnt feel the need to see the physical product before buying and enjoys shopping from home.

32 Market Share Analysis

33 Works Cited Camileon Heels. Camileon Heel Technology, LLC. Web. Oct. 25, 2012. Chase, Jennifer. Selecting Media for Marketing Communications: Walmart Example Strategy. Yahoo. Oct. 1, 2009. Web. Oct. 26, 2012. Convertible heels. Day2Night Convertible Heels Inc. Apr. 14, 2011. Web. Oct. 24, 2012. Day2Night - Convertible High Heeled Shoes. Kickstarter. Kickstarter, Inc. Web. Oct. 28, 2012. Gale Research Inc . Market Share Reporter. Vol. 2. Detroit: Gale Research, 2010. Print. Heels to Flats. Luuux Corporation. Oct. 10 2010. Web. Oct. 24, 2012. Kerin, Roger A. Marketing: The Core. 3rd ed. Toronto: McGraw-Hill Ryerson, 2012. Print. Ladies Shoes. Wal-Mart. Wal-Mart Stores, Inc. Web. Oct. 26, 2012. Nael Coce Collection. Nael Coce. Nael Coce Corporation. December 16, 2011. Web. Oct 24, 2012. Newest Technology in shoes. The Gloss. June 21, 2007. Web. Oct. 24, 2012. Shoes That Convert From Flats to Heels. International Business Times. International Business Times Corporation. April 18, 2012. Web. Oct. 26, 2012. Wal-Mart Stores, Inc. (n.d.) EBSCOhost. Web. Oct. 26 2012.