1. VIBRAM FIVEFINGERS

2. FiveFingers Objectives
 To increase customer awareness of
FiveFingers
 To increase profits by 15% in five years
 To open four Distribution centers in
California in the next year
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3. MESSAGE STRATEGY: PERCEPTUAL MAP
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Performance
Looks
Durability
Puma
Asics
Skechers
Under Armour
FiveFingers
Nike

4. MESSAGE STRATEGY: VALUE PROPOSITION
 Value = Desired Benefits / Relative Costs
 Durability, performance, versatility/higher price,
higher quality product, materials used to manufacture
cost more
 Value proposition statement (USP)
 FiveFingers are the only footwear to offer the
exhilerating joy of going barefoot with protection and
sure-footed grip.
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5. POSITIONING STATEMENT
 Identification of the target
 High school-colleged aged students and young couples
who have a love for outdoor activities.
Target needs
 But whose current footwear does not meet their
performance and durability demands.
 Our offering
 We offer high quality and high performance shoeware that has
long-lasting durability that meets the demands of outdoor
activities
 Value proposition
 We will bring awareness to the target market, and ultimately
increase sales of Vibram FiveFingers.
 Our product is better than the competitors’
 Our product is versatile, reliable, and has a unique selling
proposition.

6. MESSAGE STRATEGY: CAMPAIGN THEME
 Integrative theme
 “Move as nature
intended”
 Slogan
 “Free your feet”
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