Marketing Case

Airwalk Marketing Plan; Phase I

Intro

This paper will be the first phase in which Team C discusses the marketing plan to customize and personalize Airwalk brand shoes. We will bring forth a summarization of the Airwalk Corporation; along with describing the new customization services the company will be providing. In addition, this paper will go in depth to explain the importance of a well put together marketing plan and how critical data of the SWOT analysis can help to determine product feasibility, marketing strategies, and tactics in selling the new services.

Overview of the Organization

Airwalk is a skateboard and surfing brand based out of Denver, Colorado. The company was established in 1983 by George Yohn and Bill Mann. Starting in mid 1980's going into early the earlier part of the 90s, Airwalk was making skate shoes, clothing line, snowboard boots; and they even sponsored professional skaters like Tony Hawk

In the early 90's, Bill Mann left the Airwalk. Once he departed from the organization, a decision was made for Airwalk to "go mainstream" , which would allow them to focus more on a general audience, opposed to creating shoes specifically for sport enthusiasts. Initially, there was a significant rise in sales, but some loyal customers questioned the mainstream designs because they weren't too fond of them.

Description of new product/service

Airwalk; trying to stay in the forefront of leading innovation amongst their competitors, has decided to add a new idea to the way customers can now purchase their shoes. They're offering a way to have the shoe customized; to the exact liking/embroidering that their customer desires, to even the very specific model of shoe, down to the color, and almost anything else that would give their customers options that would make the shoe have a personal touch. Having birthed this new idea; Airwalk's next step would be to look into the strengths, weakness, opportunities, threats, and trends for their new product. This is out identified in the (SWOTT) analysis.

The Importance of Marketing & the SWOTT Analysis

Marketing is very important because it allows Airwalk to potentially reach brand new consumers by shifting their attention to their company's products. Marketing is also important because it helps Airwalk with their advertising, public relations, and promotion, which can help increase sales of new and possibly already existing products. Marketing is the key component especially when it comes to introducing brand new goods, services because it attracts more new customers to Airwalk with each new product that comes out. When developing new products having a strong marketing campaign strategy helps find the people who either need or want the product. Marketing helps educate new customers on the product's value and give consumers more insight on why they should make the purchase. When marketing a new product a price has to be determined, how the product will be advertised and sold, how to search and keep new found consumer interested in the products, and how changes in the market will reflect on sales each quarter. Marketing is responsible for many businesses success because the world would not know about new or existing products if there was no marketing. Moving on to the SWOTT analysis, which is the strengths, weaknesses, opportunities, threats, and trends on new products or services which gives Airwalk a helpful insight on how to market this new customizable shoe to the world. The strengths of the new Airwalk customizable shoe would be that the product is brand new, innovative, creative, attract new potential customers, and a new demographic. The weaknesses of the new Airwalk customizable