----------------------------------- I need help with the following questions. Po
ID: 414381 • Letter: #
Question
----------------------------------- I need help with the following questions. Positive feedback and comments will be left, if questions are answered properly. Thank you so much for your time!
Instructions:Explore the Payless (www.payless.com) website, do some other research on the company and it's marketing strategy, and look at the two Payless commercials below for more insights in the company and it's target markets.
Commerical 1 : (https://youtu.be/8dPBBsoO5vs)
Commerical 2 : (https://www.youtube.com/watch?v=vy7UJqC5LRE&feature=youtu.be)
- Please address the following questions, in no more than 75-120 words per paragraph.
1. Describe ONE important target market for Payless (Use the segmenting dimensions on page 99 to describe the segment.)
2. How is the marketing mix strategy of Payless tailored to meet the needs of this particular target market?
3. What is your opinion about the future success of Payless?
Explanation / Answer
1. The most important target customer group for Payless is the middle class to lower middle class families with kids,looking for affordable, value for money,yet reliable, durable and trendy shoes. The typical household income range for the target group is $15000-75000 per annum and education levels ranging from school certiifcate to a university degree. The target group lives in urban to semi urban areas. The range is suitable for family members looking for affordable fashion.
2. The commercials are family oriented, where value for money and good design are highlighted. The marketing strategy focusses on schemes like "buy one- get one", and attractive price points to lure the customers who look for affordable shoes for family at a bargain.
3. Payless, though facing difficult times these days, needs to consolidate its core competency and strategise to combat the onslaught from e commerce retailers. Though the global market for its product is huge, with people looking for quality product at affordable price, It needs to expand its reach to the developing countries and offer the good quality, high on fashion shoes at competitive prices by taking advantage of low cost manufacturing and streamlining the operations to cut the cost and be competitive. It should also continue selling through limited but full fledged stores to retain competitiveness in addition to selling through an online channel.
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