Environment consumption

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Product

A pair of foldable flats in a pouch in three colours.

Price

It is $20 a pair with the pouch, even lower during promotion activity.

Promotion

The founder Ms coleman attends a popular venture capitalist television program, which ared on Canada’s Canadian Broadcasting Corporation. On its website, there are sales and champaion on social media. Damn heels flats were to be part of the gift bat at the 35th Annual Toronto International Film Festival.

Place

So far, Damn Heels flats are only for Canada market. Damn Heels flats are sold in two channels: one is through online website, the other is on signmentation at hair salons and restaurants. Recently, it develops to coat-check of bars, clubs.

For its life cycle, it is at introduction stage. It needs to invest a lot on new product, build up company and brand image, as well as researches, promotions.The size of the market for Damn Heels is small now. Even though the sales would increase in the future, so far sales are low. Damn Heels flats are convenience product. Consumers purchase it with little comparison and shopping effect. They are sold at the the sale of point with low price as an emergency product. Damn Heels are widespread distribued in convenient locations. The consumer decision is limited problem solving. At the point of purchasing Damn Heels, consumers are making a straightforward choice that free their sore heels from high heels. The decision for buying from Damn Heels rather than other brands is because of its low price or just at the place she needs this proudct.

Demographic Segmentation

Gender: The target market of Dame Heels is people who suffer pain because of high heels. As we all know, most of people wear high heels are female. Based on this segmentation factor, Dame Heels designed it shoes and chose its colour option based on female perception.

Psychographic Segmentation

Lifestyle: Damn Heels target people with active and busy lifestyles. People who often go to bars, clubs with high heels will need and want this product more often. Therefore, Damn Heels sell their products at bars, clubs, just at the point the needs are maximum.

The company can also segment the product based on the occupation. There is also a large potential market: officials and businesswomen. Females work in office over eight hours a day or have to travel around frenquently also have to wear high heels for a long time and desire to free their feet from the pain. To reach these consumers, the company should do promotion activities like sending flyers to office buildings.

Brand C: Rolex

Rolex is the largest single luxury watch brand, producing about 2,000 watches per day. Rolex was founded by Hans Wilsdorf and Alfred Davis in London, 1905.

Through manufacture, distribute and service high-quality wristwatches, Rolex satisfies the needs and wants of consumers that are looking for high quality wrist watch and exclusive value. Value added propositions would be high quality watch; good design; different collections/ multi-function for different groups; symbol of status/wealth.

Product

RolexEXPLORER: for night adventure lovers ; SUBMARINER :Water deeper than 300 meters; GMT MASTER : easily moved to another time zone.COSMOGRAPH : multi-functional watches.

Price

The price ranges between $650 and $75,000.

Promotion

Ads in magazines, billboards, sports events. Sponsorship of music concert.

Place

Product can be purchased through the Rolex counter in department stores. They have 28 affiliates worldwide and rely on 4,000 watchmakers in over 100 countries.

It’s product life cycle is at maturity stage. Rolex is already build up brand and their products and brand image are known widely by the consumer. All they have to do is invest wisely and develop their product to maintain their market share. Rolex watch is a specialty product. Rolex watch is a luxury good with high price. It has strong brand preference and loyalty. It has special purchase effect-to show off the wealth. Rolex watch can only be purchased in the large department store. Their promotion activities are carefully targeted by Rolex and department store. For consumer decision-making type, it is extended problem solving. The decison making initiated by self-concept motive. Consumers will go through internal and external search to

collect extensive information about Rolex. Purchasing expensive Rolex watch is perceived as a risk.

Demographic Segmentation

Age: The typical Rolex owner is male and above the age of 35. Rolex place ads in men’s magazines such as Maxim and GQ to draw attention of this age group. and Billboards- Ads will be placed on billboards in major cities, mainly in affluent areas to hit the target market.

Psychographic Segmentation

Social Class: The Rolex consumers are mostly higer than upper middle class. Rolex sponsor music concerts to increase the image visibility to reach people who go to music concert very often(upper class).

Rolex can target another potential market based on Demongraphic Segmentation. With the age factor, instead of focusing only on 35+ males, it can also targets young men who want to show off their newfound status. This target market currently values cell phones as their primary way to tell time and they do not yet appreciate the value of a watch. So Rolex should promote the purchase of wrist watches as a “reward” for key successes in a young man’s life.