Marketing The Product and the Factors That Enhance Its Popularity. Median Income, the Associated Traits and the Relevance to the Product

Introduction: Skechers’ Shape Up and its Current Rates Promoting sportswear is not an easy task; even though sport has become an integral part of many people, a great chunk of the population still considers sport as something to be taken professionally. Therefore, promoting sportswear is quite a complicated task; however, with a careful marketing plan that involves the analysis of the related factors, one can possibly come up with a marketing solution for such a brand as Skechers’ Shape Up (Skechers, 2012).Advertising We will write a custom essay sample on Marketing: The Product and the Factors That Enhance Its Popularity. Median Income, the Associated Traits and the Relevance to the Product specifically for you for only $16.05 $11/page Learn More Customers’ Age and the Existing Marketing Opportunities When considering the target audience among which Shape Up is bound to enjoy the highest popularity, one should sort the potential cus tomers according to their age. The given solution seems most reasonable, since it would be reasonable to suggest that the younger people are, the more actively they take up sports. However, according to the existing evidence, sport has recently become more popular among people over 50, which is also to be remembered for developing a marketing campaign. Age and the Related Issues: The Appropriate Ways of Shaping up Even though age is of great importance for making the list of possible customers, it should be also mentioned that personal characteristics also play great role in shaping people’s attitude towards sport and sportswear. When defining the best ways to promote such sportswear as Shape Up to different target audience, not only age, but also possible social and personal issues must be recognized. Lifestyle traits and the customers’ age: it is hard to keep fit When splitting the customers into age groups, one might consider lifestyle traits as a noteworthy issue. While some people may be inactive by the time when they reach their thirties because of their lifestyle, others, who prefer more active way of life, remain physically active till they are in their late 60ies (Finch, 1997). Shaping up and demographics: sports and the city Demographics is another important issue to consider. As for the chosen city, its population rates are rather low (21,177 people). Studies show that in the areas with low density of population, people are more apt to taking up sports (Arditti, 2012). Therefore, the age statistics should be related to the demographics when promoting Shade Up. Concerning the specifics of personality The last, but definitely not the least, personality plays a great role in people’s attitude towards sports. Unfortunately, it seems hardly possible to find a way to split the customers into groups according to their personality types. However, it is possible to adapt the future marketing strategy to suit all four personality types. F or example, it will be a good idea to come up with four different legends behind the brad for four different personality types (melancholic, choleric, sanguine and phlegmatic ones). Conclusion: There Is Still a Long Way to Go Therefore, it is clear that, to promote Skechers’ Shape Up in the given area, it is necessary to take careful account of the customer’s age in the first place. The classification, however, should not be restricted to splitting the customers into age groups solely – it is also necessary to take account of such important factors as health state, occupation and interests. Once the Skechers learn to incorporate all these factors into their marketing strategy, Shape Up will become a highly popular and recognizable brand.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Reference List Arditti, D. (2012). Dr. â€Å"Natural Causes† Patel struck off. Retrieved from http://www.voleospeed.co.uk/2012_08_01_archive.html Finch, H. (1997). Physical activity â€Å"at our age.† Retrieved from https://www.nice.org.uk/ Skechers (2012). Shade-ups. Retrieved from https://www.skechers.com/en-us/ This essay on Marketing: The Product and the Factors That Enhance Its Popularity. Median Income, the Associated Traits and the Relevance to the Product was written and submitted by user Trevon Trujillo to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.