The document proposes marketing and communication strategies for a shoe brand called Schmoove based on future thinking. It discusses targeting both men and women with adaptable and customizable shoe options. The first future product proposed is teenagers' shoes that can be customized and allow them to create their own style. The second future product is women's shoes that are adaptable for different situations and times of day, with options for increasing or decreasing heel height. The communication strategy involves developing an online store and social media presence to engage customers in customizing and sharing experiences with Schmoove shoes.

1. Create the future !
Marketing and communication strategy based on future thinking
Sciencescom Spring school - 2010

2. Context
8.3 BILLIONS EUROS A YEAR IN FRANCE
CONSUMPTION STAGNATION
NEW INCREASE PERSPECTIVES FOR WOMEN
ALL THE PRODUCTS SEEMS TO BE THE SAME
PERSONNALIZATION TREND IS RAISING
CONSUMER IS LOOKING FOR EASY-TO-USE SHOE, PRETTY AND ORIGINAL
E SHOPPING IS DEVELOPPING A LOT*
* Spartoo had a turnover of 15 millions euros in 2008

3. Schmoove company
THE ALTERNATIVE SHOES FOR MEN
SHOES EASY TO WEAR AND ELEGANT
FOCUS ON MEN WITH A HIGH WAY OF LIFE
UNIQUE ON THE MARKET
ONE SPIRIT

4. Positionning
SCHMOOVE BRAND IS THE RESULT OF A CULTURAL MIX
BETWEEN MUSIC, FASHION DESIGN AND STREET
CULTURE
SCHMOOVE LOVES BY PASSING CODES AND TIME
A REAL CROSS-OVER, THE BRAND IS THE ALTERNATIVE
TO CLASSICAL MEN SHOES UNIVERSE

5. Nowism
Trends are never ʻorʼ, theyʼre always ʻandʼ.
Trying out new things, escaping commitment and obligations,
dropping formality, and of course collecting endless new
experiences
Real time reviews : 45 percent said they don't have "enough
time for me."
For dynamic brands, living in sync with NOWISM, this will mean
a world of real-time customer service.

6. New positionning including womens
A REAL CROSS-OVER, THE BRAND IS THE ALTERNATIVE
TO CLASSICAL WOMEN SHOES UNIVERSE

7. Why women ?
OPPORTUNITY FOR US TO DEVELOP A NEW RANGE FOR
WOMEN :
A NEW TREND : BOYFRIEND
FEMALE COSTUMER ARE THE PRINCIPAL TARGET OF THIS
MARKET
WOMEN HAVE MANY «LIFES» (HOME, WORK, FRIENDS...)
SHOE MUST ADAPT TO THIS LIFE
WOMEN NEED TO BE ORIGINAL

8. Deliver with special pens
First future product
TEENAGERS
ADAPTABLE TO ANY SITUATION
CUSTOMIZE
CREATE THEIR STYLE (COLOR, …)
Washable materials

9. Second future product
WOMEN
ADAPTABLE (SITUATION, ANY TIME OF THE DAY)
INCREASING / DECREASING HEELS
Increasing / decreasing heel

10. Creative strategy

11. #1 Product : young girls
15 - 25 years old
High purchasing power
Interested in friendship, culture
(music, fashion, new
technologies...)
Living in cities
A PERSONNAL SHOES
CREATE THEIR OWN STYLE
CREATE THEIR CODES /
CULTURE
BE UNIQUE

12. #2 Product : adult womens
25 - 35 years old
Working women
High purchasing power
Cultural mix between their working
women life, fashion, design and
usability
FASHIONABLE
USABILITY
BE ORIGINAL

13. Who is who ?

14. Who is who ?

15. The message
ONE SCHMOOVE FOR EVERY SITUATION

16. The slogan
SHOES YOURSELF

17. Communication strategy

18. The needs
A DEDICATE WEB SITE :
ONLINE SHOP
ONLINE FITTING ROOMS
ONLINE HABERDASHER
A BLOG
A FACEBOOK PAGE : « share your shoes experiences »

19. The needs
A CONTEST ON FACEBOOK : ELECTION OF THE
GREATEST ORIGINAL SHOES
TV SPOT : WOMAN’S DAY IN THE CITY
CUSTOMIZATION OF SHOES BY ARTISTS (PAINTERS,
SINGERS...)
POSTER AND BILLBOARDS CAMPAIGN
TAKE BENEFIT FROM AN IMPORTANT EVENT :
FASHIONSHOW LIKE FASHION WEEK IN PARIS

20. Headlines
Sign up your shoes !
A new trend : shoes
customization
New practical shoes
for the women
Heels removal :
today’s new
possibility !

21. THANK YOU !