Developing a Marketing Mix for Launching McIntosh Shoe Business

This report provides an analysis of marketing mix strategies for launching a new shoe business by the McIntosh family. It emphasizes the importance of selecting the right 'place,' including both digital platforms and physical stores, to maximize reach and cater to local consumers. The report suggests a balance between online and rented stores, with a focus on online mediums for international expansion. Effective distribution channels are crucial for customer satisfaction and retention. The report also highlights the role of 'promotion' in attracting consumers through various tools such as sales promotion, direct marketing, advertising, and public relations. Tailoring promotional campaigns to the target demographic, particularly young people, and leveraging trending products are key recommendations. The overall strategy underscores the need for innovative promotional ideas, resourcefulness, and building a strong online network to engage potential consumers. Desklib provides more solved assignments for students.

PRINCIPLES
OF
MARKETING

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MARKETING MIX
Marketing mix plays an important role in the development of the business (Rosenbloom,
2012). The selection of place where the business is to be launched and promoted needs to be
selected very wisely. On the other hand promotion help in increasing the consumer’s
knowledge regarding the products that company wants to launch. Promotional campaigns
must be designed according to the target section they want to launch their product for
(Septiani, Dewi and Siregar, 2013).
Place
For opening of the shoe business the McIntosh family needs to take both the places i.e. the
digital space as well as the rent type stores. This is necessary for the growth of the company
since online space hep in selling products on the global platform while the rental store will
help in making mark in the minds of the local consumers (Blery and Kakokefalos, 2014). The
online mediums can be beneficial in terms of the fact that large number of products can be
shown to the consumers at once and it takes a very little amount of cost. Consumers can opt
for their choice with the help of filters. This approach can help them in targeting particular
sections of the market as they can market it in front of large numbers of consumers. Apart
from this the online stores must be open in various places. This can be of smaller size but
opening it at various locations will help in reaching to larger section of the society. There
must be balance between the online stores and rented stores. More focus must be on the
online mediums.
If they have to expand their market in the international space then use of online mediums can
be highly beneficial. For entering into the new international market, this can be highly
beneficial approach. It is also to be taken care of that the online stores is always empowered
by the marketing or distribution channel. The better the marketing channels the more it will
attract the consumers (Chaudhury, Syed and Agarwal, 2015). On the other hand for fulfilling
the demands of the market, company needs to have a highly effective and efficient
distribution channels. Effective distribution channel always helps a company in managing the
healthy customer relationship which is highly necessary for retaining the customer and

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adding new ones. It directly adds to the consumer’s satisfaction which is necessary for the
survival of the company in the longer run in the competitive market that is present in the
industry. The choice for opening up of the store must be made in a way that it should be
easily available to the consumers. Stores can be rented in a place like shopping malls so that
most of the people can be able to see it. Channel design must be done as per the availability
of the resources the company has.
Promotion
In the competitive business, promotion plays a very important role in attracting the
consumers. McIntosh must highlight their promotional campaigns, strategies and other offers
in front of the consumers with the help of various promotional tools. Some of the most
common promotional tools that McIntosh can use are Sales promotion, Direct marketing,
Advertising, public relations (Saliani, Lagzian and Maghool, 2013). These all will help in
building the brand image. Advertisements can be done with the help of traditional channels
like TV, Newspaper, sign Boards etc. or by the use of digital mediums such as Social media
or making company’s own website. For direct marketing company can take use of the face to
face selling, catalogue marketing, direct mails etc. This will help in making better relations
with consumers. With the use of local and international fashion show promoters they can
promote their design as well as the trademarks they have in their products. They can also take
use of SEO for making effective public relations. For doing sales promotion both online and
rented stores can be used. This must be done keeping the target section in mind. Sales
promotions can be made effective with the use of direct tools such as coupons, additional
items with shoes, price deals, rebates, group sale product deals. Company must focus on
fulfilling the promises they have made in their promotional videos so as to build a feeling of
trust in the mind of the consumers. Innovative idea in the promotional campaign can be
highly useful.
All these activities must be done checking the resources they have. Company must build the
online network with promotional channels so that it must be shown to the potential
consumers from time to time. Selection of the promotional channel must be done wisely and
the competencies of the firm must be highlighted in these promotional campaigns so that it
acts in positive manner (Blyth, 2011). Since the target section of this company is the young
age people hence more focus must be given on designing campaign according to them only.
Trending products must be highlighted on the top so as to attract larger number of consumers
towards the business.

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REFERENCES
Blery, E.K. and Kakokefalos, G., (2014). Marketing Footwear: A Case Study from
Greece. Research in Business and Management, 1(1), pp.90-104.
Blyth, A., (2011). Brilliant Online Marketing: How to Use the Internet to Market Your
Business. Pearson Education India.
Chaudhury, B.R., Syed, A.A. and Agarwal, R., (2015). Study on the Impact of Marketing
Mix on Export Performance-vis-à-vis the Leather Footwear Exporting SMEs of India. Global
Journal of Enterprise Information System, 7(3).
Rosenbloom, B., (2012). Marketing channels. Cengage Learning.
Saliani, S., Lagzian, M. and Maghool, A., (2013). The effect of electronic marketing mix on
the willingness of customers to buy online (Case study: Universities of
Mashhad). International Journal of Advanced Studies in Humanities and Social Science, 1(9),
pp.1254-60.
Septiani, S., Dewi, F.R. and Siregar, E.H., (2013). The impact of entrepreneurial marketing
and business development on business sustainability: Small and household footwear
industries in Indonesia. International Journal of Marketing Studies, 5(4), p.110.