Marketing plan: New product line extension development solesation

Aerosoles is a leading brand of footwear based in Edison, New Jersey. It is under Aerogroup International LLC which was formerly known as What\u27s What Inc., has been doing business on designs, imports, distributes and markets footwear and accessories. Since 1987, Aerosoles affordable has developed high quality, comfortable and fashion-right shoes at prices. They have over 1,100 employees to help us design, import, distribute and market a broad range of footwear and accessories. It has locations in Canada, Thailand, Cyprus, Greece, Hong Kong, Turkey, Israel, Kuwait, the Philippines, and Portugal. Aerosoles has been continually developing its performance to satisfy its mission to be the number 1 product-driven footwear company in the world. The company\u27s long-term goal is to make ladies feel like they\u27re walking on air, or, at least, feel like buying a pair of its Aerosoles. They excel in women\u27s line since over the years; they have been specializing on women\u27s products. It\u27s hard to find much history of the launching of the men\u27s Aerosole shoes and the company seems focused on a wide selection of women\u27s Aerosole shoes in all kinds of styles and colors. Men\u27s Aerosole shoes are virtually impossible to find. It\u27s hard to determine where you can get them, and it appears there are very few pairs on the market. It is obvious that it is a line the company has either discontinued or is not marketing on any kind of large scale. The company designs and peddles women\u27s footwear sold under the Aerosoles, What\u27s What, A2., Aerology, Sole A, and Flexation brands. Aerosoles main target market if based on the wide varieties of products they have now in the market, it would be primarily women. In the case of our newly proposed product line extension for women which is Solesation by Aerosoles, the primary target market are women ages 25-35 years old belonging to classes C in Metro Manila who are engaged in running. We want to pursue this scope and create a stable market for Aerosoles. Our relative advantage against our competitors is the quality that we offer at a low price. Although other companies can offer the same quality, we can actually claim that when buyers purchase our products, they no longer have to sacrifice comfort and style because of the high price that the products are being offered. They can have great style, affordability and comfort all at the same time. To determine the consumers\u27 activities and demands and to conduct the formation of a Marketing Plan, a Usage Attitude and Image survey was conducted. This type of survey helps in modifying existing promotions and activities for the benefit of the consumer, as well as the benefit of Solesation. The survey aids in helping to identify Aerosoles Philippines weakest field and how it is to be focused on and improved. A sample of 100 working women ages between 25-35 years old were surveyed. At the end of the survey, several factors were given emphasis. Based on the results, it was shown that we should take into account the uniqueness of the product concept that we are trying to sell to our market. Another would be how we should advertise this new line extension based on the consumers\u27 product awareness. Based on the results of our UAI, we were able to come up with an ideal price range for our product. To help us aid with the product awareness, promotional activities will be conducted at the first year of our product launching. Our main events would be a fashion show entitled Solesational: The Summer Sports collection and a fun run for a cause entitled Win the Mile with Solesation. Other activities would be the introduction of our celebrity endorsers, posting of billboard/s, distribution of gift cards, posters and other promotional collaterals. On the year 2012, we made some projections for the sales of the new product. We will be expecting an increase of 2.61 % based on the previous year. Gradually, it would increase as we increase consumers\u27 product awareness on the new product line and introduced more innovations in the long run