Footwear Industry

KEY MEASURES “Casual Shoes” “Athletes”

Market Segment 1 Market Segment 2
Segment size measures Estimated at around Estimated at around
10,000,000 people across the 7,000,000 people across the
country country

Segment growth rate 5.5% increase in last 5 years 2.1% increase in last 5 years

Proportion of the overall 20% of all consumers 12% of all consumers

market

CONSUMER BEHAVIOR

Main consumer needs Want a feel comfortable and Want comfortable mid-sole
to protect our feet which reduce stress placed on
the heel, ankles and toes
during a run.

Usage level High proportion of heavy There are shoes uses for
users almost every workout or
sport. If you play a specific
one more than 2 days a week,
wear a shoe that's made for
that type of exercise. It can
protect you from injury and
may even up your game, too.

Level of brand loyalty High level of switching Once these consumers are
behavior over the availability comfortable and committed,
of the product they display a high degree of
loyalty

Price sensitivity Price is a reasonable Highly price sensitive

Product involvement levels Spend less time on the Spend more time on the
product decision process product decision process

Retailer preferences Multiple outlets that have Multiple outlets

convenient locations
 KEY MEASURES “Casual Shoes”
DESCRIPTION
Geographic spread Urban and rural cities
Demographic description For every age and both male
and female
Psychographic description Like the life style of
customers
COMMUNICATION
Main competitive offerings Less expensive, easily
available, and more varieties
or designed footwear
Main media choices Internet, billboards,
advertisement
“Athletes”
Urban and semi urban cities
Younger (aged 15 to 35) , for
both male and female
Active people who enjoy high
quality sport footwear
Modern Designs, reliable and
comfortable products.
Social media, magazines,
website