Autobot Shoes: Market Launch: Executive Summary Report

The report details the market launch strategy for Autobot Shoes, an Australian-based company producing shoes from recycled materials like footballs and basketballs. It begins with an executive summary highlighting the company's mission to offer affordable, fashionable, and sustainable sports shoes. The report provides an organizational profile, detailing the company's history, revenue, and future expansion plans. It addresses business challenges such as sourcing raw materials and competition from established brands like Adidas and Nike. The market analysis includes market size, segmentation based on demographics and behavior, and a SWOT analysis to assess strengths, weaknesses, opportunities, and threats. The marketing strategy section outlines segmentation, targeting, differentiation, and positioning strategies, including demographic and behavioral segmentation, targeting teenagers and young adults, differentiating through fair pricing and quality guarantees, and positioning the brand for value and longevity. The report also details the launch strategy, including online platforms and retail shops. The document aims to provide a comprehensive market launch plan for Autobot Shoes.

Market Launch: Autobot Shoes
Executive Summary
Autobot shoes are made up of old plastic of footballs and basketballs. Footballs
and basketballs are used for a while before they lose their value and are then
thrown away in favor of fresh ones. People are unaware of how this plastic would
affect the environment. People who want to wear brand-new, fashionable shoes
also consider the cost of the shoes. However, the majority of those shoes are
pricey, and most individuals cannot afford to purchase them. Because old
basketballs and footballs are used to make Autobot shoes, they are produced at a
very low cost. With the aid of these tactics, we employ customer-driven market
strategies for Autobot shoes to effortlessly target our market. We divide our
market on the variations of customer Trends, vogue, and fashion. Our aim is to
develop these for each boy and woman.
Organization Profile
Autobot Shoes is an Australian-based company, founded and headquartered in
Melbourne, that designs and manufactures shoes. Noticing a gap in the market
for top-notch quality yet affordable Sports shoe market, two friends founded
Autobot in 2014. We, at Autobot Shoes, have been designing, and fashioning
footwear, for over 8 years now and growing by leaps and bounds. In the year
2021, our revenue sales were $ 2.2 million. In the coming years, we wanted to
increase our footprints in other domestic markets in Australia.
Business Challenges
Before starting the production of our shoes, we came across the challenge
of sourcing the raw material. As we all know that people tend to use football
and basketball and throw them once they are of no use. We created
dedicated source points to collect used balls and run awareness camps
outside the playgrounds. Apart from this, we tied up with the Department of
the Environment and Energy, Australia as they have a facility to segregate
waste and classification including recyclables and waste-to-energy.
In the present time, Adidas and Nike dominate the shoe business by
providing state-of-the-art merchandise, particularly sports shoes. However,

the price they are fetching for a pair of shoes is far from affordable. In order
to tackle this, we are offering to make a positive image of our product by
making the shoes easily available and much more cheap than our
competitors.
While doing the R&D on our Autobot shoes, we faced challenges related to
the shaping of raw materials. Apart from this, the challenge of making the
final product looks trendy, unique, and colorful was another Hercules task.
However, our designers are doing a fantastic job by continuously adapting
products to best fit our target customer’s desires.
Market Size and Segmentation
 Market Size
In 2022, the Sneakers category will generate AU$0.83 billion in revenue.
The market is anticipated to expand by 7.52% yearly. According to demographic
statistics, AU$32.03 in income is expected per person in 2022. We want to get
into this industry and are looking at methods to participate in this sizable market.
 Market Segmentation
We'll segment our market based on the many trends, fads, and styles that
our customers follow. We are looking for customers between the ages of 15 and
25. We will assess their present need for brand-new shoes and provide them with
the one-of-a-kind option of having shoes tailored to their specifications.
SWOT Analysis
Strengths, Weaknesses, Opportunities, and Threats is referred to as SWOT. A
person or an organization can discover Strengths, Weaknesses, Opportunities,
and Threats (SWOT) connected to project planning or market competitiveness
using the SWOT analysis, which is a strategic planning and strategic management
approach. It is sometimes referred to as situational analysis or situational
evaluation. Strengths and weaknesses inside the organization as well as external
factors that have an uncontrolled influence on choices are gathered for a SWOT
analysis.

Collaborators:
Firstly we launch autobot shoes on online sites and then at retailer shops. We will launch
these shoes on Amazon because now a days everyone uses online sites for shopping. So, if
we launch shoes on online sites. People easily see the new shoes and tend to buy them.
After that I launch autobot shoes for shops. People buy shoes from shops and also from
eCommerce sites.
The marketing strategy:
We choose customer driven marketing strategies for autobot shoes .This process involves
market segmentation ,market targeting, differentiation and positioning.
Segmentation
Divide the total market into a smaller
segment.
Differentiation
Differentiate the market offering to create
superior customer value.
Targeting
Select the segment or segment to enter .
Positioning
Position the market offering in the
mind of target customer.
 Market segmentation:
 Demographic segmentation: We divide our market into two groups
o Customers aged 15 to 25.
o Customers aged 26 and above.
 Behaviour segmentation:
o Those Who are interested in sports and athletes.
o An active way of Life (interest in fitness and exercise for
recreation).
We will also provide our customer with the option of customizing shoes to
meet their specific requirements.
 Market targeting: We chose teenagers and young peoples as our
target group because they are excited about fashionable shoes .Consumers are
increasingly focused on value of money ,searching for simple and long lasting shoes.

 Differentiation: We would offer a different services so our customers
than our Rivals based on following criteria:
o We will make our shoes more appealing.
o We will charge of fair price for our shoes .
o We will give our customers discounts.
o We will provide them a quality guarantee.
 Positioning: we would make our shoes more appealing than those of our
Rivals on the market .Our shoes will be sold at a fair price.We will provide them wiyth
shoes that will last longer and will be guaranteed for a set time. So that we can maintain
our market for a long time.We will use our distinctive shoe logo or brand name We will
initially have advertising to educate them about our goodsCustomers who are unique to
us will receive discounts.
REFERENCE
https://www.statista.com/outlook/cmo/footwear/australia