Marketing Strategies and Analysis Report: Simply Shoes, 2020

This report analyzes the marketing challenges faced by Simply Shoes, a shoe company based in Winnipeg-Manitoba. The company, with six outlets by 2014, experienced debates over advertising expenditure. The report presents arguments from key officials like Mathew Micheli, Bob Merlin, and Jasmine Kilby, who offered various marketing strategies. The report includes a memo from Bob Merlin to Janet Johnson, the president, outlining the problem statement, recommendations, and an implementation plan that involves testing different marketing strategies before major events. The recommended strategies include direct mail, social media advertising, and direct customer messaging. The evaluation and control section suggests a consumer survey to determine the most effective advertising methods. The report concludes with a bibliography of relevant marketing literature.

Running head: MARKETING
Marketing
Name of the student
Name of the university
Author Note:

2
MARKETING
Table of Contents
Executive Summary...................................................................................................................3
Memo.........................................................................................................................................4
Bibliography...............................................................................................................................6

3
MARKETING
Executive Summary
Simply Shoes are a well-known brand of Shoe producing company based in
Winnipeg-Manitoba. The company which was established in the year 2003, had been
successful in opening around six different outlets by the year 2014. Though the company had
seen a rapid growth in its sales over the last few years, there has been extreme debate and
issues among the different officials in the management related to the amount of money being
spent on the advertising campaigns and the different promotional campaigns. The case here
presents a proper picture of the marketing issues and the negotiations that are generally
undertaken by the management to put in a proper and structured process in place.
A number of arguments and ideas were put forth by officials like Mathew Micheli and
Bob Merlin who argued over the fact of implementation of a proper and effective advertising
campaign. While Mathew stated the total stoppage of advertising, Bob Merlin clearly rejected
such an idea as he suggested that the Simply Shoes cannot maintain their market share
without advertising. There were other forms of suggestion too from the likes of Jasmine
Kilby, the manager of the stores who suggested the use of Direct Mail Campaigns and greater
use of in store signage and displays to attract customers. After hearing all the arguments Janet
Jones, President of the company has reminded the managers and supervisors of the upcoming
events and have ordered them to test all the possible ways that can act as the best campaign
for promotion and marketing of Simply Shoes. The testing of all the different procedures will
surely reveal the exact and best process that can be applied by the management of the
company to ensure success.

4
MARKETING
Memo
To: Janet Johnson, President of Simply Shoes
From: Bob Merlin, Marketing Manager of Simply Shoes
Date: 14th April, 2020
Re: Simply Shoes
Problem Statement
The major problem has been the issues with the selection of the marketing and
promotional process. There has been major issues in the selection of the best procedure to
address the marketing and promotional tasks for the shoe company.
Recommendation
The management of Simply Shoes can use some recommendations that can be ideal
for addressing the above mentioned problems;
a. Use of the direct mailing process can help the management to reach out to the
customers directly and easily
b. The use of the social media advertising can be helpful to reach out to different
customers
c. Messaging to customers or calling the loyal customers directly and informing them
about the products
Implementation Plan
The management of Simply Shoes has to formulate and set up a new plan that can
address the different marketing needs of the organization. The testing of the different plans

5
MARKETING
will be done before the events. The successful plan which will garner the best result will be
implemented by the organization before the start of the event.
Evaluation and Control
A consumer survey can be conducted based on the available list of the consumers of
the company. The results of the survey will point out the most important source of
advertisement for the management and accordingly will help to implement the following
plan.

6
MARKETING
Bibliography
Correa, T., Reyes, M., Taillie, L.P.S. and Carpentier, F.R.D., 2019. The prevalence and
audience reach of food and beverage advertising on Chilean television according to
marketing tactics and nutritional quality of products. Public health nutrition, 22(6), pp.1113-
1124.
Jung, A.R. and Heo, J., 2019. Ad disclosure vs. ad recognition: How persuasion knowledge
influences native advertising evaluation. Journal of Interactive Advertising, 19(1), pp.1-14.
Murphy, H.C., Chen, M.M. and Shapiro, T., 2017. Digital marketing performance: How
effective are the tactics and metrics used by hotels?. CAUTHE 2017: Time For Big Ideas?
Re-thinking The Field For Tomorrow, p.255.
Sinha, J.I. and Foscht, T., 2016. Reverse psychology tactics in contemporary marketing. The
Marketing Review, 16(3), pp.343-353.