1. VEJA – TAVA
LaurianeBarrachin
Flore Chambon
Anne-sophieCaramelle

2. Consumer insight
FAIR TRADE SHOES
EXAMPLE OF NIKE : SHOES CREATED IN
BAD HUMAN CONDITIONS Will of
buying shoes that respected
human labor rights.
EXCLUSIVE FEELING
Product that you cannot find
everywhere and not wearied by
everyone

3. Product
Made in Brazil
Manufacturing in dignity  Fair trade
Organic cotton (from North Brazil)
Ecological leather
Sole and « V » in wild rubber of Amazonia

4. Product
Alightandcomfortableshoes
Verylittleadvertisingaboutthe brand
About105euros

5. Market
 Sneakers market
 Directconcurrent:FAGUO SHOES
 Indirectconcurrents:allsneakers brands
ANIMPORTANT COMPETITION
 Brandingisveryimportantonthis market

6. Target group
 Young people : 15-30 years
Attractedby fashion
Goodlife level

7. Personas
 OLIVIER
Middle and upper class
 18 years
Student
 Attentive to trends and fashion
Basket is his everyday shoe
What he wants ? Identification to a group, fashion, quality,
confort
Why would he buy a sustainable innovation ? Effect of fashion.
Sustainable is not his first motivation to buy the product.
How he decides ? By comparison with other people and other
products
Media behaviour: connected consumer

8. Personas
 CAROLE
Middleandupper class
27 years
Working woman, dynamic
Attentivetotrendsand fashion,shelikestrendy shops
Heelsarehereverydayshoe:shewantsconfortduring WE
Whatshewants?Beimplicatedonher
purchases, confort, quality,cool product,trendy
Whywouldshebuyasustainableinnovation?Shebelievesin
it.Shecaresaboutenvironmentandhuman
rights,shewantsherchildrentogrowupinabetter world.
Howshedecides?Implicated purchase
Media behaviour:TV, press,alittle connected

9. Communication
Should wecommunicategreen ?
YESTargetsensibletothis trend
BUTCommunicatealsoontheexclusiv
easpectofthe shoes

10. Positioning
WHY ? FOR WHOM ?
Be different
18- 30 years
 Productionanddistribution
 Trendy people/attracted by fashion
 Differentwayof distributing
 Care about environment
 Againstmass comsumption
REASONTOBUY ?
AGAINST WHOM ?
FASHION/SUSTAINABILITY
 Fago shoes
 Involvementina cause
 Sneakers brand as ADIDAS, NIKE,
 Identifytoa group FRED PERRY

11. Marketing Mix
 Product :
Madein Brazil
ManufacturingindignityFair trade
Organiccotton (fromNorth Brazil)
Ecological leather
Soleand « V »inwildrubberof Amazonia
Alightandcomfortableshoes

12. Marketing Mix
 Price:105 euros
Moreexpensivethancompetitors
Productionanddistributionpolicy (fair trade)
Environmental actions

13. Marketing Mix
 Place:launchedinthe
biggestandmostfashionable cities
NoVEJA stores
Soldinselectedshops (exclusive)
Presentonthe WEB
 Promotion:notalotof advertisement
Exclusive product
Ads:presentingtypicalcustomerstogiveanidentityto
the brand