Prompt Assume that you’re on the marketing team for a company that wants to manu

Question

Prompt

Assume that you’re on the marketing team for a company that wants to manufacture running shoes. With so many similar products already out there, how will you make yours stand out? For this discussion, come up with a core message (like Airbnb’s “Belong Anywhere") that you think would work well to reach consumers and make them interested in your product. In determining your message you may want to ask friends or family about what running shoes mean to them, look up other successful ad campaigns for inspiration, or try to draw off current social trends. Write down your thoughts about why you think your message would be successful and include your process for how you came up with it.

Don’t forget to include citations to support your work

Explanation / Answer

The core message that I will suggest to be used in case of running shoes is – “Push yourself, easily”.

Running shoes are meant for use by causal runner as well as professional runners. Casual runners are those runners that run for short distances (5-8 kilometers) on a daily basis. They run for pleasure and for the purpose of maintaining their fitness levels. Professional runners are long distance runners and usually clock long distances (10 kilometers and above) in a single run.

Running is all about physical strength and mental strength. The core message of “Push yourself, easily” gives out the message that the running shoes will help a runner increase his/her endurance level as they are comfortable and provides stability and support. The core message will help the running shoes of my company carve a distinct niche for themselves by pushing home the message that these shoes have all the features that will enable a person to test his limits and push himself both physically as well as mentally.

This core message will help in establishing the shoes identity as well as its purpose in a tangible manner (Kotler, 2016).

Reference:

http://www.marketingjournal.org/brand-purpose-to-beneficence-philip-kotler/

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