The Two Step Model of Communication for branding a New Shoe

SENDER: Tolstoy Shoe Co. MESSAGE: The shoe gives your leg heavenly comfort.

Opinion formers and Opinion Leaders :

When opinion Formers are added in the model of communication, the model changes and become little bit more interesting. Opinion formers are separated from opinion leaders as shown in the bellow figure. Opinion former means those who are formal experts whose opinion influence journalists, analysts, judge and governing body . Opinion leaders on the other hand, customers are influenced by them. Endorsement from both the Opinion formers and leaders are important as well as valuable. PR of company generally organizes some events where celebrity peoples are coming and promoting the product. Here Messi the Argentina football player should be the opinion leader because he is the player icon according to FIFA as well as he is the style icon according to the football lover people. Out of the Soccer Mania most of teen agers are following Messis style, so, here is a huge scope for influencing customers through promoting the new sports shoe by Messi.

NEW BRAND OF SHOE

MULTI STEP COMMUNICATION OF (NEW BRAND SHOE)SENDER
MESSAGE

R1

R2

R3

R4 FEEDBACK RECEIVER

The target audience: We should target the youth market and wanted a
compelling solution to effectively reach its audience.

Segmentation and factors affecting demand for new sports shoe

Segmenting, targeting, and positioning together comprise a three stage process. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way.

Segmentation involves finding out what kinds of consumers with different needs exist.

Several different kinds of variables can be used for segmentation.

Demographic variables essentially refer to personal statistics such as income, gender, education, location (rural vs. urban, East vs. West), ethnicity, and family size. Age 18-40 Gender Class Income
Male & Female Upper Middle Class & Upper Class 3 lakhs and above

Geographic Segmentation refers to the various place, that is consumers of various place has various demand. Shoes will be sell at Esplanade, Parkstreet, Shyambazaar, Garia.

Another basis for segmentation is behavior. Some consumers are

brand loyali.e., they tend to stick with their preferred brands even when a competing one is on sale. Some consumers are heavy users while others are light users. The user will be High End User

One can also segment on benefits sought, essentially bypassing demographic explanatory variables.

MEDIA USED Television Ads Radio Ads News Paper Ads Road side hoarding Advertising van

These media are use to informing the consumer about our product. Even we use word of mouth or face to face communication to inform our consumer about the product.