Advert Heels

8/2/2019 Advert Heels

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BY ZAIN

NIKITA

AVINASH

DEEKSHA


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Adjusting Heels from high-to-low heel positions isaccomplished in three easy steps:

Step 1 Secure one hand around the top of the heel, while the other hand pulls straight down on thelower half of the heel to disengage it from its upright locked position.Step 2 Push forward on the lower portion of the heel until it stops moving and is stowed directly underthe arch region of the shoe.Step 3 Push straight backward on the tip of the stowed heel until it is recessed slightly into the upperheel cavity and secured in its locked position.Done! Once the adjustment has been made from a high-to-low heel position, the upper edge of thestowed heel should no longer be visible. To restore the heel back into its full high heel position,simply reverse the previous steps.


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EXECUTIVE

PRESTIGE

LIMELIGHT
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Competitive Advantage:Competitive advantage comes from the companys patented heel technology and low costproducts. The issue of a patent will keep the competition from entering our markets for severalyears while HOH builds a strong brand to increase customer loyalty.

Markets:The target markets are working women and college women. In these markets, baby boomers,health conscious women, and traveling women are segments of the market.Growth Rate- .86% annually. Potential

Market Size-$73.3 million.

Distribution Channels:Manufacturer to wholesaler to retail stores to end customers. Channels include personal selling,website, magazines, tradeshows, and advertising.

Competition:Direct Competitors: HOHs Heels; Indirect Competitors: Rollasoles, Steve Madden, Nine West,Aldos, Guess Shoes, Michael Kors, etc. The industry is well established, but the target market isconstantly growing, which will provide HEAD OVER HEELS with sufficient demand.


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Working

SingleWomen:

Single women make up 44.5% of the 25 to 34 year old population.Unmarried women over the age of 16 make up 54% of the employed laborforce.

Even in the recession, women are still buying products that offerconvenience. In 2008, 40.1% of females agreed that they would pay morefor products that make life easier as opposed to 38.9% in 2007 HEAD OVER HEELS shoes will work great with working single womenbecause they can wear the shoe as a heel while at the workplace, but caneasily convert it into a flat when they have a night out on the town.

WorkingMothers:

HEAD OVER HEELS shoes can be beneficial for working mothers becausethey can wear the heel while at work, and convert the shoe to a flat whenthey have to perform their family chores such as grocery shopping or goingto a soccer game.80% of mothers with kids aged 6 to 18, 75% of mothers with children aged 3 to 5, and 50%of mothers with infants.

CollegeWomen:

HEAD OVER HEELS shoes can help college women so when they enjoy anight out, they can look stylish with afashionable heel and then turn the shoe into a flat when they need to walkhome.

Market Segmentation


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Positioning Strategy~


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Price strategy HOH Executive And HOH Prestige are the more expensive, premium products and HOH Limelightis more economically priced. Offering a premium pricing strategy will allow the company toreach both target markets who have different buying powers. The typical retailer markup in thefootwear industry is 72%. The markup for HOH products will be 80% due to the company being anew company and its need to compensate for research and development costs.

Price to Retailer Price to End Customer

Executive 3000 5500

Prestige 6000 8000

Limelight 2000 4000


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HOH starts in the introduction stage of the Product Life Cycle. Thecompany is making a small profit due to the fact that HOH is recoveringfrom research and development costs as well as heavy spending onpromotion and advertising. In the first year, HOH starts with twoproduct lines, the HOH Executive and the HOH Limelight In year 4, the

HOH Prestige will be added. Refer to Business and Product Descriptionon page 1 for product details. Each year in the spring and the fall, allthree shoes will come out in a slightly different design including anadditional color, a different print, or an added feature including a strap,

button, bow, etc. to keep up with current fashion trends. HOH willprovide a display sample in retail stores to convince women to try theproduct, and show that it is a safe, convenient, and comfortable shoe.Even though HOH is using a premium pricing strategy, the pricing is stilllow compared to OTHERS.


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Promotion


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Online -Research shows that respondents aged 18 to 34 are likely to use Internet as theprimary source of entertainment. HOH will rely heavily on online advertisement tospread the word about HOH its product to as many women as possible.-HOH will use Face book to gain recognition about the product through creating andmodifying a "Fan Page." Essentially, Eclipse will have the ability to generate awareness,connect with customers, and build relationships with supporters of Eclipse all at nocost.-HOH will also use banner ads on Face book to reach out to the target market. Facebook's technology will allow HOH to place banner ads on the pages of women ages 18-40 who are living in the US; totaling 35,795,900 active Face book members(Facebook.com, 2010).-The top two search engines that women ages 18+ use are Google and Yahoo, which

HOH will use to advertise HOHs website through search engine results. As web -usersidentify keywords, like high heel, the companys website will be provided in thesearch results. Google and Yahoo track and report data so HOH can monitor results.

Magazines HOH will purchase 5 full page ads per year in 5 different magazines including Vanity Fair,U AND I, Cosmo, WOW, which were all ranked within the top 10 magazines for womenages 18-34 in July 2008. The magazines selected will provide a wide range of women

readers in the ages of the target Market.Malls HOH will install Tall Boys into 14 malls in major cities. The Tall Boys will be located in the

pathways of the mall to grab the attention of the shoppers. They will be up for monthlong periods, 5 months a year.

Tradeshows Tradeshows are a fundamental element to HOHs promotional mix. Tradeshows will allowHOH to set up exhibits to show the products, GIVE AWAY FREE SAMPLES, distribute

information to consumers about the innovative flip mechanism, and network withretailers and others in the industry.


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Promotional Activity Costs Frequency of Use Total Cost of ActivityPer Year

Online

Facebook Fan Page No Cost No Limit No Cost

Facebook Banner Rs.20 per click 100 clicks per day 7,30,000

Google Search EngineClick

Flat free 500,000 Max AnnualSearch Query Limit

5,00,000

Magazines

Vanity Fair 70000 per issue 5 ads per year 350000

Cosmopolitan 70000 per issue 5 ads per year 350000

Vouge 70000 per issue 5 ads per year 350000

wow 50000 per issue 5 ads per year 250000

U and i 40000 per issue 5 ads per year 200000

TOTAL

RS 2730000

Promotional Activities


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Heels adjustable-height capabilities offer ground-breaking footwear technology in women's shoes.Adjustments from high-heel to low-heel positions are made possible only by our worldwide patent-pendingtechnology.

There are several aspects of the overall design of Heels that distinguish our shoes from all other brands andmake our shoes truly extraordinary:

Our revolutionary heel technology makes it possible for a shoe to adjust from a high-heeled position of 3"down to a 1" low-heeled, walking-friendly shoe.

Our heel contains mechanisms that hold it into place for both the high heel and low heel positions and astainless steel rod, which runs through the entire length of the heel. The portion of our heel that is stowedunderneath the arch region of the shoe, when in the low heel position, is actually made out of aluminum.Additionally, every heel is coated with 6 coats of paint, resulting in a beautiful high-gloss finish. Whileessentially every other brand of high heel shoe attaches its heel to the shoe with nails, or nails and glue, weattach every heel with four screws.

We have developed our own unique foot form (known to footwear manufacturers as a "last") to constructour shoes. Our last, combined with supple Italian leathers and flexible leather soles, enable height

adjustments to shoe while maintaining the integrity of the arch support. The remarkable accomplishment inthe overall design and function of our shoes makes our shoes feel great in both the high and low heelpositions.

The adjustment to heel height is made entirely without the need to remove the shoe from your foot,remove any shoe parts, or utilize any special tools. The resultant ability to vary heel height according to needor desire, and reduction of prolonged periods spent in the high heel position can lead to substantial positiveeffects for women who choose to wear high-heeled shoes.

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Advert Heels