2. Executive Summary
● The purpose of City Girlz heels is to save women
from having two pairs of shoes or walking around
barefoot from either a night on the town or a
busy day at the office City Girlz heels is the shoe
for every woman in modern society
Jon urban
4. Market Description
● Two separate markets, simultaneously
○ high heels
○ (ballet) flats
● Affordable
● Online
Emily Glossbrenner
5. Market Segmentation
● Geographic
> New York, Los Angeles
● Demographic
> Young Professional Women (25-38) and young teens
> Targeting Generation X and Millennials
● Psychographic
> lower to middle class
● Behavioral
> Women who have professional jobs
mario Pizano
6. Benefits and Product Features
● Multifunctioning shoes
● Dance the Night away
● Raise Prices as demand increases
Mario Pizano
7. Competitive Review
● Popular womens’ shoe brands
o including designers & online stores
● Low cost companies with stores
o example being Payless ShoeSource
● Other innovative shoe brands
Emily Glossbrenner
8. Logistics
Marketing:
Social Media
Radio and Television ads
Local news
Sellers:
Saks Fifth Avenue
Bloomingdales
Nordstrom
Amazon
Zappos
Customer service:
Free Returns
Warranty on all products Jon Urban
9. SWOT Analysis
Strengths
● Leading brand new market
● Can change the size in the heel thus
having many shoes in one
Weaknesses
● Safety issues
● Not a known brand
Opportunities
● Can lead and be the pioneer of a
untapped market
Threats
● Gucci
● Louis Vuitton
● Chanel
Jon Urban
10. Marketing Strategy
● Positioning
○ Titanium plating used to make the shoe
● Product
○ Versatility and customobility
● Pricing
○ Starting at $39.99 for the shoe and $15.99 for the attachable
high heel
● Distribution
○ Online website
● Promotion
○ Social Media, Kickstarter, word of mouth
11. Marketing Communication
● Social Media (First Year)
○ FaceBook, Email, Youtube, Instagram, MySpace
● Infomercials (second year)
○ Late night television spots
○ MTV and Other channels
Mario
14. Survey Results
How much do you pay for How much do you pay for flats?
heels?
Nathan Davidson
15. Survey Results
Focus Group Feedback
● Style over comfort
● Durable
● Different styles
How much would you pay for our
product?
Nathan Davidson
16. Conclusion/Next Steps
May
· Begin constructing company website
· Create sample orders
· Begin producing sample products
· Gather a customer database (mailing addresses)
· Hire sales agents and begin training
June
· Reach out to target stores that will sell merchandise
· Send out promo ads in mail as well as email
· Finish samples
· Mail out order forms with samples
Nathan Davidson
17. Conclusion/Next Steps
July
· Production
· Purchase ad space on billboards in major cities (New York/LA)
· Create Facebook and Twitter accounts that actively communicate with people by
responding directly to them and offer small discounts for pre orders
· Advertise product in fashion magazines
August
· Fill orders and begin shipping
· Continue producing a sufficient supply of products
· Finalize website to begin accepting orders
Nathan Davidson
18. Conclusion/Next Steps
September
· Radio ad and promotion with participating stores
· Television ad
· Advertise and demonstrate product on Local News
· Send ambassadors to demonstrate and talk to customers about the product
October
· Continue to update website as necessary
· Reach out to more potential stores and send order forms
Nathan Davidson
