Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Agenda<br />Introduction & Overview<br />Marketing Objectives<br />Target Market<br />Position & Strategy<br />Sustainable...
Price
Distribution
Promotion</li></ul>Questions<br />
          Introduction & Overview<br />Brand Values = hybrid innovation<br />Create & Innovate<br /><ul><li>KEEN is commit...
    Corporate Video<br />
     Marketing Objectives<br />Increase brand awareness by 15% in Mumbi, India by end of fiscal year 2012.<br /><ul><li> 	...
 	Promote corporate social responsibility efforts, specifically the Hybrid.Carestrategy.</li></ul>Increase market share by...
Paid search and display Clickthrough Rate (CTR) .1%, which is the industry standard.
Total followers on Facebook (India) from 0 – 150k.</li></ul>Long-term sustainable goal: Use local resources to produce and...
     Target Market Analysis<br />
Target Market<br />Mumbai, India - Maharashtra<br />Culture<br /><ul><li> 	Liberal, open minded.
 	Urban blend of Indian and Western cultures.
 	“The city that never sleeps.”
 	Hard-working, affluent, educated emerging middle class.</li></ul>Geographic Distribution<br /><ul><li> 	“The Island City...
 	Tropical climate, few seasons.
 	Suffers inversions smog pollution.</li></ul>Services<br /><ul><li> 	Adequate utility services, banks, restaurants, malls...
 	Few 3 and 5 star hotels, growing with International Airport.</li></li></ul><li>Target Market<br />Mumbai, India - Mahara...
 	BEST buses.
 	Yellow and black metered taxis.
 	3 wheeled Auto rickshaws in the suburbs.
 	Ferry services to Uran, JNPT and Alibag.
 	Abandoned services:
	Trams, hovercraft, helicopters (noise pollution).</li></ul>External Transportation<br /><ul><li> 	International Airport: ...
 	Domestic Airport: Santacruz Airport.
 	Major shipping ports: Mumbai Port Trust and Jawaharlal Nehru 	Port Trust.</li></li></ul><li>Position & Strategy<br />Kee...
Target Audience<br />Wealthy Middle Class and Urban Youth<br /><ul><li> 	Population: 12.5 million.
 	Buying Power: wealthiest city in India, the highest</li></ul>	Gross Domestic Product of any city in South, West <br />or...
 	Trend: Movement from traditional culture to</li></ul>	westernized individualistic.<br />
Upcoming SlideShare
Loading in …5
×

International Marketing Strategy Keen Footwear

5,941 views

Published on

  • Be the first to comment

International Marketing Strategy Keen Footwear

  1. 1.
  2. 2. Agenda<br />Introduction & Overview<br />Marketing Objectives<br />Target Market<br />Position & Strategy<br />Sustainable Marketing Issues<br />Marketing Mix:<br /><ul><li>Product
  3. 3. Price
  4. 4. Distribution
  5. 5. Promotion</li></ul>Questions<br />
  6. 6. Introduction & Overview<br />Brand Values = hybrid innovation<br />Create & Innovate<br /><ul><li>KEEN is committed to innovation in all things when designing footwear, developing packaging and creating environments. </li></ul>Play<br /><ul><li>Redefining the Outdoors as a global community - KEEN products are designed to enhance every outdoor adventure.</li></ul>3. Care – Hybrid.Care Program.<br /><ul><li> A company with a conscience, strives to make a positive difference, give back to the greater community and care for the environment</li></ul>* Believe in the power of a brand to inspire others to create positive change in the world we live in.<br />
  7. 7. Corporate Video<br />
  8. 8. Marketing Objectives<br />Increase brand awareness by 15% in Mumbi, India by end of fiscal year 2012.<br /><ul><li> Develop a global/localized website www.keenfootwear.com/india.
  9. 9. Promote corporate social responsibility efforts, specifically the Hybrid.Carestrategy.</li></ul>Increase market share by 4% and penetration by 5 retail outlets during fiscal 2012.<br /><ul><li>Specifically introduce the Trailhead, Boulevard, and Waterfront lines.</li></ul>Develop Keen-India information and distribution website by 2012 in order to drive online sales in keeping with its business model.<br />Some Metrics to measure success:<br /><ul><li>Unique Web Visitors per month = 80k
  10. 10. Paid search and display Clickthrough Rate (CTR) .1%, which is the industry standard.
  11. 11. Total followers on Facebook (India) from 0 – 150k.</li></ul>Long-term sustainable goal: Use local resources to produce and manufacture shoes and create more jobs.<br />
  12. 12. Target Market Analysis<br />
  13. 13. Target Market<br />Mumbai, India - Maharashtra<br />Culture<br /><ul><li> Liberal, open minded.
  14. 14. Urban blend of Indian and Western cultures.
  15. 15. “The city that never sleeps.”
  16. 16. Hard-working, affluent, educated emerging middle class.</li></ul>Geographic Distribution<br /><ul><li> “The Island City” along Arabian Sea Coast.
  17. 17. Tropical climate, few seasons.
  18. 18. Suffers inversions smog pollution.</li></ul>Services<br /><ul><li> Adequate utility services, banks, restaurants, malls, multiplexes and other shops in Navi Mumbai.
  19. 19. Few 3 and 5 star hotels, growing with International Airport.</li></li></ul><li>Target Market<br />Mumbai, India - Maharashtra<br />Infrastructure<br />Internal Transportation<br /><ul><li> Overcrowded Central and Western Railway suburban network.
  20. 20. BEST buses.
  21. 21. Yellow and black metered taxis.
  22. 22. 3 wheeled Auto rickshaws in the suburbs.
  23. 23. Ferry services to Uran, JNPT and Alibag.
  24. 24. Abandoned services:
  25. 25. Trams, hovercraft, helicopters (noise pollution).</li></ul>External Transportation<br /><ul><li> International Airport: ChatrapatiShivaji International Airport
  26. 26. Domestic Airport: Santacruz Airport.
  27. 27. Major shipping ports: Mumbai Port Trust and Jawaharlal Nehru Port Trust.</li></li></ul><li>Position & Strategy<br />Keep KEEN’s core Strategy:<br />Creating possibilities and expressing visions of what is possible; playing outside and reimagining the outdoors as any place without a ceiling; caring for the environment and engaging with causes that make a positive difference. Create, play and care. It's a way of life.<br />MARKET ENTRY:<br />Direct exporting distribution alliances with local logistic and distributing firms.<br />Direct Internet Sales and Retailing and Partnerships.<br />
  28. 28. Target Audience<br />Wealthy Middle Class and Urban Youth<br /><ul><li> Population: 12.5 million.
  29. 29. Buying Power: wealthiest city in India, the highest</li></ul> Gross Domestic Product of any city in South, West <br />or Central Asia. <br /><ul><li> Culture: 16 major languages, primarily Hindu and </li></ul> Muslim Population.<br /><ul><li> Age Distribution: Average age will be 29 in 2020.
  30. 30. Trend: Movement from traditional culture to</li></ul> westernized individualistic.<br />
  31. 31. Psychographics<br /><ul><li>Diverse country with several value systems.
  32. 32. Shift from saving to spending economy with growing, educated middle class youth.
  33. 33. Transition from traditional to individualistic.
  34. 34. Quest for “premiumization.”
  35. 35. Focus on more Western concepts.
  36. 36. Brand conscious and wealthy middle class.
  37. 37. Indulge in new experiences and new products.
  38. 38. More value-conscious than price cautious; considered indulgent.</li></li></ul><li> Positioning Grid & Competition<br />
  39. 39. Barriers to Market Entry<br /><ul><li> Foreign Direct Investment.
  40. 40. Licensing Restrictions.
  41. 41. Shortage of Retail Infrastructure.
  42. 42. Indian bureaucracy.
  43. 43. Indian custom duties.
  44. 44. Trade Barriers.
  45. 45. Competition.</li></li></ul><li> Sustainable Marketing Issues<br />Hybrid.Care<br /><ul><li> Inspired by the 2004 Tsunami.
  46. 46. Dedicate time and resources to social and environmental organizations.
  47. 47. Commitment to volunteerism, supporting local communities, and embracing corporate social responsibility.
  48. 48. $4.5 million in contributions to date.</li></li></ul><li> Sustainable Marketing Issues<br />India – How Can we Help? <br />Pollution<br /><ul><li> 2nd largest population, at 1.2 billion.
  49. 49. Expected to hit 1.8 billion by 2050.
  50. 50. Estimated that 65% of the countries land is degraded in some form.
  51. 51. Could pose as a serious ecological and social health issue.</li></li></ul><li> Sustainable Marketing Issues<br />India – How Can we Help? <br />Poverty<br /><ul><li> 35% of India’s population live below the poverty line.
  52. 52. Lack of productivity and employment programs.
  53. 53. Programs exist to help, but organization and funding is limited.
  54. 54. Growth is felt by few.</li></li></ul><li> Sustainable Marketing Issues<br />India – How Can we Help? <br />Illness<br /><ul><li> Leader in advancements in medical technology, but few benefit.
  55. 55. Weak healthcare infrastructure.
  56. 56. Carry 10% of the worlds AIDs burden.
  57. 57. Many rural towns have limited access to basic medical necessities.</li></li></ul><li> Sustainable Marketing Issues<br />
  58. 58. Sustainable Marketing Issues<br />What does this mean for our partners?<br />
  59. 59. Marketing Mix<br />
  60. 60. Product<br />Women’s Emerald City Slide<br /><ul><li>Innovation and Insight.
  61. 61. Pioneering and Passion.
  62. 62. Creativity and Collaboration.
  63. 63. Protection and Breathability.
  64. 64. Comfort and Durability.
  65. 65. Style and Functionality.</li></ul>Men’s Newport H2<br />
  66. 66. Product<br />
  67. 67. Product<br />Women’s Styles<br />Men’s Styles<br />
  68. 68. Price<br />Men’s Styles<br />Women’s Styles<br />
  69. 69. Distribution<br />
  70. 70. Distribution<br /><ul><li> Global localization strategy – “glocalization.”
  71. 71. Target Distribution by opening 5 retail stores in 3 suburbs:
  72. 72. South Mumbai
  73. 73. Central Suburbs
  74. 74. Western Suburbs
  75. 75. Website: www.keenfootwear.com/india.
  76. 76. Partner with UPS.</li></li></ul><li>Promotion<br />Hoardings (AKA Billboards)<br />
  77. 77. Promotion<br />
  78. 78. Marketing Objectives<br />Increase brand awareness of existing shoe lines by 15%.<br />Increase market share by 4% and penetration by 5 retail outlets during fiscal 2012.<br />Develop Keen-India information and distribution website by 2012.<br />Long-term sustainable goal: Use local resources to produce and manufacture shoes and create more jobs.<br />

×