Analyzing the 5Ps of Marketing Mix of Sketchers Shoe Brand in Singapore

The report analyzes the marketing mix of Sketchers Shoe Brand in Singapore including product, price, place, promotion, and people. It also compares Sketchers with Brooks and Keds. The report helps in understanding the current status of the company and proper ascertainments can be done as this will help in designing more designs required for improving the current strategies.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Introduction
The report helps in analyzing the marketing mix of the Sketchers Shoe Brandin
Singapore. Sketchers is a shoe company that was found by Chief Executive Officer named
Robert Greenberg along with his son named Michael in the year 1992. Sketchers is a global
leader in the entire shoe industry and this is in rank number two in the United States of America
as well. The early products of Sketchers were the utility style boots as well as boots for skates.
The particular company has diversified to comprise thousands of casual, dress style as well as
athletic for women, children as well as men.
The main aim of the report is to analyze the 5Ps of marketing mix of Sketchers Shoe
Brand in Singapore. The product, price, people, place as well as promotional strategies has to be
included as this will help in understanding the current status of the company and proper
ascertainments can be done as this will help in designing more designs required for improving
the current strategies.
The structure of the report includes proper implementation of the 5 Ps of marketing mix
of Sketchers Shoe Brand as this will help in analyzing the position of the particular Shoe
Company in comparison to other companies in Singapore as well as in other countries. The
marketing mix has to be properly implemented by Sketchers Shoe Brands this will help them in
attracting customers and
5 Ps of Marketing Mix of Sketchers Shoe Company
The marketing mix that has to be considered is as follows:
Product-
The Sketchers Shoe Brand in Singapore offers multiple kinds of brands as well as
branded products lines for children, women as well as men. There are other products as
well that are sold under names that are established in nature and those are not associated
with Sketchers Shoe Brand as well (Aghaei et al., 2014).
It includes jogging as well as running shoes along with other kind of shoes for the
category of women as well as children. The Active segment of Sketchers provides proper
fusion of casual as well as sports shoes for the females. A segment in Sketchers provides

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the different varieties of shows for the infants that include shoes for toddlers, infants as
well as girls and boys. There are 17 outlets of Sketchers Brand in Singapore.
The Line of Sketchers Shoe Brand based in Singapore provides different range of shoes
for the Tone Ups, Shape Ups as well as Work products of Sketchers. Sketchers has huge
product portfolio that is in terms of the large kind of products that includes shoes,
sandals, jogging as well as running sports shoes or sneakers (Baker & Saren, 2016).
There have been different brand ambassadors of Sketchers Organization in Singapore that
included Colin Montgomerie as well as Shazahn Padamsee as well.
The brand ambassadors of the respective company has been mainly young women as this
has been able to attract more young generation customers for their brand (Leonidou,
Katsikeas & Morgan, 2013).
Price-
In order to maintain proper share in the market as well as driving sales, Sketchers Shoe
Brand spends considerable amount of time as well as effort in the marketing as well as
activities relating to branding of the different products and services as well.
Sketchers Company properly uses these kinds of activities in promoting the brand of
footwear globally or internationally (Khan, 2014).
The respective company markets the diverse lines of footwear under the campaign of
marketing slogan as well. The pricing has been kept minimal in nature as the main target
customers are middle-income group individuals.
The pricing technique has to be such that this will help the respective company in
attracting large amount of customers along with proper implementation of strategies as
well (Huang & Sarigollu, 2014).
Place-
The Sketchers Shoe Brand has extensive network of distributors globally that sell their
products in more than 120 countries as well as territories (Armstrong et al., 2015).
There are more than 900 stores of Sketchers in all around the world as well. Sketchers
Company makes money with the help of selling their products to different kind of
departments as well as specialty stores.

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The particular company even sale their products to other boutiques along with retail
stores as well. However, the particular company directly sells the products to their target
customers through their own website as well as their own retail stores (Galway & Longo,
2017). These include concept stores that are more than 70 in total number, factory outlets
that are more than 72 along with warehouse outlets that are more than 35 in number as
well.
The particular company Sketchers has around 14 concept stores as well as 2 factory
outlets internationally (Buil, De Chernatony & Martínez, 2013).
The official online store of Sketchers is one of the main important places wherein the
customers can buy different shoes as well as other products and this will be cost efficient
as well.
The main places are the retailers as well as online website of Sketchers that will help
them in attracting customers in the competitive market as well (Davari & Strutton,
2014).
Promotion-
The Sketchers Shoe Organization produces different kind of foot wears for men, women
as well as children (Liu et al., 2017). The main target customers of the Sketchers
Company are the consumers who are aged between 12 to 24 years old.
The respective company makes a proper effort to maintain proper stylish as well as
trendy brand image with the proper help of celebrity driven advertisings for the different
foot wears.
With the help of celebrity driven advertising, it will help in attracting more customers
than the other brands in the competitive market as well.
The promotional strategies are essential in nature, as this will help the respective
company in earning more profit and revenues for their future.
Proper promotional events are necessary as well as essential in nature as this helps in
attracting wide range of customers than their competitors in the market as well (Mintz &
Currim, 2013).
The proper endorsement of the celebrities is essential in nature for Sketchers as this will
help in gaining more sales in the future. Proper advertisement is the main criteria that are

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followed by Sketchers, as this is the best strategy used by them in attracting customers.
Furthermore, the company uses the personal selling strategy as this will help them in targeting
customers to buy the different shoes as well as other products from the different retail outlets of
Sketchers (Helm & Gritsch, 2014).
The direct marketing strategy of Sketchers involves persuading colleges as well as
different universities as well as teams of local sports as well.
The company also provides different rate of discounts as well as offers for the customers
who are regular to shopping with Sketchers and this helps them on enhancing the
different techniques of marketing mix.
The promotional mix strategies that have been used by Sketchers are as follows:
o Personal Selling
o Direct Marketing
o Promotions relating to sales
o Public relations
o Advertising
People-
Sketchers Company in Singapore use the quality as well as price approach of the
leadership. The respective company set the prices of different products with the help of
value in Singapore.
However, in South East countries as well as in USA, the respective company targets the
high quality niche as well as there is price sensitive segment in other countries as well.
Sketchers Company in Singapore follows the technique that is geometric pricing in
nature.
As per the demographic characteristics, the pricing techniques are dissimilar for different
kind of shoes in Sketchers for children, men as well as women.
The main target customers of Sketchers Shoe Brand are the ones who are 12-24 years of
age and with the help of celebrity endorsements, this respective company will be able to
attract more customers than the competitors in the market as well.

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The main target market of Sketchers in Singapore are the different customers who are
fitness freak as well as for the ones who performs gym as well as yoga.
The Sketchers Shoe Brand in Singapore needs to analyze the different requirements of
the company as this will help in offering the customers more wide range of shoes as well
as other equipments and prove themselves better than the competitors in the target
market as well.
The Sketchers Company in Singapore can expand their market with the help of providing
different wide range of other accessories as well as other products that will help them in
being more competitive in the market.
Comparison between Brooks, Keds and Sketchers
Sketchers brand is famous for the runners as well as lawn tennis players, however on the
other hand Keds and Brooks is famous for keeping soccer as well as basket ball players
under the belt.
Sketchers brand is little expensive in nature in comparison to the other two brands
respectively. Keds and Brooks brand are cheaper and this is affordable by all the normal
individuals as well.
Sketchers brand in Singapore uses celebrity brand endorsements, however on the other
hand Keds and Brooks allows normal non celebrity individuals as their brand ambassador
and this has made them to be earning better revenues than Sketchers Brand.
Conclusion
Therefore, it can be concluded that proper marketing mix is essential in nature for
Sketchers Shoe Brand, as this will help in providing proper view on the different promotional
strategies that are required to be adopted by Sketchers. The pricing technique has been analyzed
and this helped in understanding the other techniques that are used by the other competitor
companies in the market. Marketing mix strategy is essential in nature as this provides proper
view on the analysis of the target customers and analyzing the other techniques that are used by
the companies in the competitor market to attract and retain more customers in the target market.
The pricing technique has to be properly adopted by the company as this will help in promoting

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the brand of footwear with different promotional strategies and markets the diverse products or
footwear lines under the campaign of marketing as well.

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