3. INTRODUCTION
S h o e M a r k e t O v e r v i e w :
Shoes are an essential part of our lives, not just for
protection but also as a fashion statement. In this
presentation, we are going to analyze the shoe market
through a process of marketing modal, i.e., STP
marketing model.
STP stands for:
• Segmentation
• Targeting
• Positioning
4. Targeting
B R A N D S Ta r g e t c u s t o m e r G r o u p
Liberty
Budget-
conscious
consumers.
Families seeking
practical
footwear
A wide range
of age groups
STP of Shoe Market 4
Bata
Woodland
Nike
Niche market
Adventure
enthusiasts
Athletes, sports
enthusiasts
Fashion oriented
customers
Trekkers
Performance and style-
conscious consumers
Affordable and
comfortable
Rugged and
outdoor
footwear
5. SEGMENTATION
B R A N D S
S E G M E N TAT I O N
S T R AT E G I E S
Liberty
Formal and
school shoes
Sports shoes Party wear
STP of Shoe Market 5
Bata
Woodland
Nike
Sub-brands like Gliders
and Coolers
Focus on outdoor and
adventure footwear
Wide range of sports-
specific products
Catering to different
needs
Lifestyle collections
Apparel and accessories
6. PRODUCT POSITIONING
SRATEGIES
LIBERTY WOODLAND NIKE
Their advertisements focus on the
emotional aspect of buying shoes
i.e. feeling confident and happy.
Bata's company objectives
include providing quality
footwear at an affordable price
and expanding their reach
globally.
Their promotion materials
highlight their commitment to
sustainability and social
responsibility.
Liberty differentiates itself
is through its use of
sustainable materials.
They have made a
commitment to reducing
their carbon footprint and
have introduced eco-
friendly products. that
appeal to environmentally
conscious consumers.
They focus on quality and
sustainability.
They use eco-friendly
materials in their
products and have
implemented
environmental
responsible practices
throughout their supply
chain.
Nike uses innovative
technology to create shoes
that provide superior
comfort and support.
They collaborate with top
athletes and designers to
create unique and stylish
designs that appeal to their
target market.
STP of Shoe Market 6
BATA
9. MEANING OF
DIFFERENTIATION STRATEGY
STP of Shoe Market 9
Differentiation is separating a product or service from
that of its competitors. Companies commonly use
this marketing strategy to ensure their products do not
overlap with those of a competitor, leading to a decrease
in customer loyalty and sales.
10. Nike’s
differentiation
strategy is to
establish the
company
as the
standard in
athletic
wear.
By focusing on
their product li
ne, they are
able to
produce high
quality
products that
meet customer
expectations.
Nike’s product
line is not wide:
they offer
athletic shoes,
workout clothes
and a very
limited number
of additional
products.
Their focus is
clear: give the
athlete the
equipment they
need to
succeed.
This single-
minded focus has
allowed them to
develop efficient
networks of
suppliers and
manufacturers
who can provide
high quality
materials.
Nike’s differentiation
strategies
STP of shoe market 10
11. CONCLUSION
• It is clear that targeting specific customer groups and having distinct segments in the shoes market is
crucial for success.
• By understanding the needs and preferences of different customers, brands can differentiate
themselves from their competitors and satisfy a wider range of customers.
• Throughout this presentation, we have seen how Bata, Liberty, Woodlands, and Nike are each
targeting distinct customer groups and using different strategies to differentiate themselves.
• We have also discussed the importance of customer feedback and market research in developing
effective differentiation strategies.
STP of Shoe Market 11
