Marketing mix - Assignment Sample

MARKETING MIX
FOOTLOCKER

Background of the organization
 Footlocker is an American
sportswear and foot retailer
company and has
headquarters in Midtown ,
Manhattan and New York city
 It operates in 28 countries
worldwide
 Some of the subsidiaries of
the company are-Kids foot
locker, Footaction USA and
more

Contd…
 The company has been endorsing sports based products such
as NIKE, JORDAN
 For the current assignment, Australia based footlocker has
been taken into consideration with stores in Marine Parade,
Southport, queensland.

Overview of Marketing Mix
 The marketing mix could be
divided into a number of
components such as –product,
price, place, promotion, people,
process and physical evidence.
 An analysis of each of these
components helps in
understanding the strategic
positioning of the company.

Contd..
 Product- The product is the tangible /intangible item produced
to satisfy the needs of certain groups of people.
 Price- the price is the amount paid by a customer to avail
certain goods and services. As mentioned by Huang &
Sarigöllü (2014), the cost effective prices has been associated
with higher purchase value.

Contd..
 The placement or distribution are
very important factors in reaching the
target customer segment.
 The Footlocker is located in Marine
parade, Southport, Queensland within
the Australia fair shopping center
("Foot Locker Australia", 2018).
 The promotional objectives are very
important in meeting the sales target
of a company.
 Some of the strategies used in this
regard are word of mouth
promotional strategies, advertising
though social media channels etc
(Hanssens et al. , 2014).

Contd…
 People-
 The aspect of people over here refers to the target customer
group who the company is directly responsible for selling
products to.
 Process-
 The process refers to the pay and distribution systems which
could be utilized to reduce the cost associated with good and
services (Massingham and Pomering, 2017).
 Physical evidence –
 The physical evidence could be referred to as the brand name
associated with a product or company (Huang & Sarigöllü,
2014) .

Footlocker market statistics
 Footlocker engaged in global retail of athletically inspired shoes and
apparel
 It operates through athletic stores and direct to customer business
segments.
 The gross profitability margin of the brand is 29.34 USD million
("Foot Locker Australia", 2018).

Evaluation of Footlocker though marketing mix
 The strategic position of Footlocker within the Australian
market could be analyzed with the help of the different
components of marketing mix.
 Products-
 Men’s shoes like NIKE, Jordan etc.
 Women’s shoes, clothing etc.
 Retail items section separately hosted for kids

Contd…
 Place-
 The location of the Footlocker in the
Queensland market place has made it easily
accessible
 The location within the Australia Fair
shopping makes it easily frequented
 Price –
 Discounts available at an rate of 15-20%
makes purchase easy and cost –effective for
the target customer group
 There are special features available at the
stores such as exchanging the old shoes for the
new ones which makes it affordable
 Promotions-
 The promotional channels used by
Footlocker are advertising through social
media and by arranging sales

Contd…
 Process-
 Footlocker is spread across 28
countries worldwide
 It has a number of distribution
channels which reduces their
dependency upon a single
distributor unit
 Physical evidence-
 Most of the footlocker products
are provided with a warranty
certificate of 1 year
 For the accessories it is 6 months
 The brand has loyal customers

Recommendations
 Based upon the marketing mix analysis a number of
theories and strategies could be suggested to enhance the
sale of the company:-
 Increasing the number of stores and outlets within the
more remote areas of the country
 This will help in reaching out wider sections of audience
 Making the products available at high discount rates will
help in attracting more number of customers

Contd..
 Additionally, making the
products available though
partnering online retail
stores will help in
increasing the brand
awareness.
 The use of social media
channels such as facebook ,
twitter and whatsapp can
increase the visibility
factor of the product .

Contd…
 Footlocker accepts pays
through multiple channels such
as direct account transfer,
mobile wallets which makes
purchase easier
 The Footlocker products are
provided with certificates and
paper documents as physical
evidence (Carter, 2017)
 It also serves as a proof of
authentic monetary transaction.

References
 Carter, D. (2017). The labor of online product promotion: Barriers to collective
action. First Monday, 22(10).
 Foot Locker Australia (2018), Foot Locker Australia , Retrieved 1 May 2018, from
https://www.footlocker.com.au/en/homepage australiafair.com.au
 australiafair.com.au (2018), australiafair.com.au , Retrieved 2 May 2018, from
https://www.australiafair.com.au/whats-happening/
 Hanssens, D. M., Pauwels, K. H., Srinivasan, S., Vanhuele, M., & Yildirim, G. (2014).
Consumer attitude metrics for guiding marketing mix decisions. Marketing
Science, 33(4), 534-550.
 Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome,
brand equity, and the marketing mix. In Fashion Branding and Consumer
Behaviors (pp. 113-132). Springer, New York, NY.
 Massingham, P.R. and Pomering, A.A., 2017. Introducing Knowledge Management to
the Marketing Mix.