nb pwpt final1

“With you every step of the way”

Nichole Brewer Shoes.Digital Business Strategy

Team 5

Cherie Burke * Team LeaderMichelle Murphy * Marketing AnalystMarc Bricker * Budget ConsultantAimee Butler * Research DeveloperMelanie Meyer * Project Coordinator

Overview

Mission Products and Distribution Brand Image Age segments Current Competitors Costs Sales Projections Funding Options Marketing Strategy Tactical Marketing Programs

Mission

Nichole Brewer will offer quality low heeled shoes targeting women sizes 10-12 and taller women who struggle to find just the right height. Quality standards and customer satisfaction will be with you every step of the way.

Slogan:“Not too tall , not too small, no more

shoes hitting the wall, it’s easy to fall in love with my heels.”

Products and Distribution

Low heeled shoes May enter into other

product markets in the future

View Nichole brewer shoes from all angles

Manufactured in Argentina

Argentina Production

•Sent to US via ship

US Port in Miami, FL

•Decontainerized and loaded on truck

Trucked to Warehouse

•Unloaded for storage in Kenosha, WI

In Warehouse

•Waiting for order by customer via website

Shipped to customer

•Sent by UPS

Brand Image

Affordable› Priced between $60

- $100 Sophisticated Wide Selection High Quality

› Argentina vs. China

Age Segments

15-19 years old – 10 million

20-24 years old – 9 million

25-35 years old – 19.5 million

36-45 years old – 22 million

Current Competitors

www.bigshoes.comwww.largefeet.comwww.endless.comwww.zappos.comwww.onlineshoes.comwww.silhouttes.comwww.barefoottess.comwww.shoesofyourdreams.com

Costs Designer- $15,000 Factory Order- $120,000 Warehouse Rental Fees- $29,850/year Shipping and delivery costs of shoes from Argentina- $3,500 Website Design and database- $3,000 Advertising- $2,000 Logo Design and design- $1,000 Payroll-$12,000 Taxes-$1,000 Investors amount 5,000

Total Start-Up Expenses = $187,350

Sales Projections

Funding Options

Personal funds

Investment from partners

Small business loans

Venture capitalists

Factoring options for initial order

Behavior Change and Customer Service

Stage 1: Customer defines support query

Stage 2: Receipt of e-mail and acknowledgment Stage 3: Routing of e-mail Stage 4: Compose response Stage 5: Follow-up

Behavior Change Objectives

• Trackers– Know exactly what they want

• Hunters– Know what they are looking for– Use the Internet to shop for other options– “The hunter needs more help, support, and

guidance to reach a purchasing decision,” • Explorers

– just “browsing” to see what they can find• No particular brand or idea in mind

Behavior Change Objectives

Trackers› More difficult target› Needs to implement:

“Wowing” customer service Convenient use of digital tools

Hunters› Easiest target for Nichole Brewer

Behavior Change Objectives

• ‘Business Women’ Segment– Price-led consumers– Feature-led consumers– Looking for certain styles, professionalism, and comfort

• Age Segment– High marketing levels• Style and comfort• (Hunters and explorers)

• Income Segment– Optimal marketing – Price-led consumers– “These shoes are fancy and affordable”

Behavior Change Objectives

• Psychographic Segment – Valuable tool/segment– Customer assistance availability– Main behavior:• Hunters

• Occasion Segment – Will contain a high value and a large part of the

market– High marketing levels• Brand-knowledge shoppers• Price-led consumers• Brand-level consumers

Marketing Strategy & Objectives

Market growth› Create awareness› Build a strong customer base

Market stability› Build a relationship with existing

customers› Retain customers for the long-term

Cost control Market exit

Marketing Strategy & Objectives

Target market objectives Promotional objectives Channel objectives Market research objectives R&D objectives

Tactical Marketing Programs

SEM & SEO Online display advertising Customization

› Monthly contests› Blog features› Social media channels/Viral Online Video

Size & style› Color options› Shoe specifications

Tactical Marketing Programs

Customer satisfaction & retention› Track shipping› Personal experience› Shoe photographs

Affiliate marketing Continuous improvement

› Wii board application› Payment strategies› Analytical software

Campaigns & sponsorships› Women’s sports teams› Foundations and charities

Tactical Marketing Programs

Reaching our target market Product specifications Promotional aspects Distribution Pricing strategy Additional considerations

› Customer support services

Gratitude's

Nichole Brewer› For allowing us to work with her business plan

Dominique Strom› For web development ideas.( Employed at eprize LLC)

Bob Mark› For providing inspiration

Cindy McColley› For organizing the class and providing guidance

Mari Buche› For providing IS/IT insight

Judges› For time involvement and future feedback

Questions?