hello, This is for intro to marketing. ------ I need help with the following que
ID: 416372 • Letter: H
Question
hello, This is for intro to marketing.
------ I need help with the following questions. I saw similar answers here on chegg but I want it to be different so please don't copy paste it.
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)
Explanation / Answer
Payless is a discounted shoe and footwear retailer. The company sells footwear for women, men, and children.
The company’s marketing strategy is based on the key elements of geo-location and loyalty program. Even though the company recently filed for chapter 11 bankruptcy the company continues to release commercials market its products and convey the message that the company is still in business and buyers can still visit any of its 4,000 stores to buy footwear. Using the geo-location technology Payless is able to redirect customers visiting stores which are now closed to other nearby stores of the company.
In terms of target market the company is still focusing on the mom (or the maternal head of a family) who buys footwear for the entire family. The target market for Payless includes budget conscious families and females who are looking to buy chic but cheap footwear.
The company is releasing its commercials and making its presence felt by taking advantage of its recently strengthened omni-channel capabilities. This will enable the company to define a distinct market for each of its brand and to create value in the different categories in which the company operates in.
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