MARKETING (Flip-flop)
Table of Contents
Bibliography ……………………………………………………………………………….. 23
Question 1
Describe and explain the marketing mix decision that Marcia Kilgore made to influence the trade channels as well as the final consumers. Use the suggestion of Robert Lauterbon that the seller’s 4P’s should correspond with the customer’s 4C’s in your explanation.
Kotler and Armstrong, (2001:67) describe marketing mix as the set of controllable tactical marketing tools – product, price, place and promotion- that the firm blends to produce the response it wants in the target market.
You must produce a product/service, then price it to sell it, promote it and there must be a place/market to sell it.
There are several different ways of categorizing the mix and the marketing mix has an infinite amount of combination of mixes. For a product to be successful, the final combination of the core product along with price, promotion and distribution need to work together.
It can be said that Fitflop has successfully blended their marketing mix; this can be confirmed by the response from their targeted market according to the analysis done by NPD Market Research Company. NPD analysis of the segment shows its phenomenal growth: Sale in the department stores, national chain, shoe chain and athletic specialty/ sporting goods channel rose from $17 million in 2008 to a staggering $145 million in 2009. “It’s no surprise then that Fitflop – branded footwear has hit a nerve with customers.”
Marketing mix consists of everything the firm can do to influence the demand for its product, Kotler and Armstrong (2001:67).The many possibilities can be collected into four groups of variables known as the 4P’s: product, price, place and promotion.
PRODUCT
Fitflop possesses “a scientific substantiation of the fitness claim.” The Fitflop sandals are said to increase leg, calf and gluteal muscle activity, improve muscle tone and stimulates aspects of barefoot
Bibliography ……………………………………………………………………………….. 23
Question 1
Describe and explain the marketing mix decision that Marcia Kilgore made to influence the trade channels as well as the final consumers. Use the suggestion of Robert Lauterbon that the seller’s 4P’s should correspond with the customer’s 4C’s in your explanation.
Kotler and Armstrong, (2001:67) describe marketing mix as the set of controllable tactical marketing tools – product, price, place and promotion- that the firm blends to produce the response it wants in the target market.
You must produce a product/service, then price it to sell it, promote it and there must be a place/market to sell it.
There are several different ways of categorizing the mix and the marketing mix has an infinite amount of combination of mixes. For a product to be successful, the final combination of the core product along with price, promotion and distribution need to work together.
It can be said that Fitflop has successfully blended their marketing mix; this can be confirmed by the response from their targeted market according to the analysis done by NPD Market Research Company. NPD analysis of the segment shows its phenomenal growth: Sale in the department stores, national chain, shoe chain and athletic specialty/ sporting goods channel rose from $17 million in 2008 to a staggering $145 million in 2009. “It’s no surprise then that Fitflop – branded footwear has hit a nerve with customers.”
Marketing mix consists of everything the firm can do to influence the demand for its product, Kotler and Armstrong (2001:67).The many possibilities can be collected into four groups of variables known as the 4P’s: product, price, place and promotion.
PRODUCT
Fitflop possesses “a scientific substantiation of the fitness claim.” The Fitflop sandals are said to increase leg, calf and gluteal muscle activity, improve muscle tone and stimulates aspects of barefoot
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