1. Executive Summary
Currently, Pro specs is the Number 1 selling walking shoes in Korean shoes market, and thisstrategic marketing plan aims to explore the United States' shoes market of Pro specs. So ‘Pro-specs’ is in introduction stage of the product life cycle in the United States' shoes market. The purpose of this marketing plan is to increase the United States' market share of Pro s
and/or ‘uber-sexual’ for males who explicitly and continuously care about their appearance. For men in their 40sand 50s, there is also a new word ‘NOMU-jok’, to refer to the people who want to look good and ‘No More Uncle”.
III. S.T.P Strategy
1. Segmentation
We divided the possible customers according to their profession, age, and financial status. (table 1 of the appendi
2. Introduction of Gillette Company
- Razors
- Premium
- Durability
- Smooth
- High Technology
History of Gillette Venus
1901: American Safety Razor is founded by King C. Gillette.
1904: King Gillette'ssafety razor is patented.
1918: Gillette manufacturers razorsand blades for soldiers during World War I.
1942: The Cavalcade of Sports program is formed to oversee the company'
High uncertainty avoidance
At 85 South Korea is one of the most uncertainty avoiding countries in the world. Countries exhibiting high uncertainty avoidance maintain rigid codes of belief and behavior and are intolerant of unorthodox behavior and ideas. In these cultures there is an emotional need for rules (even if the rules never seem to work) time is money, people have an inner urge
and discount tickets for food, yoga, massage andso on. Therefore various customers can have satisfaction by using Cocofun coupon book. The other one is the Extension of customer. As a wide range of generation, 10s to 70s, wants to have special experience, so we expect that cocofun’s coupon book could work on them too.
Before, our customers were limited from 20s to 40s long ago. Now, we can t