Target Market Segmentation Case Study: Cost Less Shoes

PERFORMANCE INDICATORS

- Explain the nature of corporate branding.
- Explain the nature of marketing plans.
- Describe factors used by businesses to position corporate brands.
- Explain the concept of marketing strategies.
- Describe the nature of target marketing in marketing communications.

EVENT SITUATION

You are to assume the role of a marketing communications consultant hired by COST LESS SHOES, a national chain of discount footwear for men, women, and children. The CEO of the company (judge) has hired you to develop a marketing communications plan that will remarket the brand.

COST LESS SHOES first opened in the early 1980s and now has over 2,000 locations. The stores are set up to resemble a back stockroom, with shoes in accompanying shoeboxes on display on racks. COST LESS SHOES has a wide variety of styles and sizes. Both the company name and all of its marketing and promotions have been focused on the discount prices the chain offers. The slogan, “Inexpensive is our name,” has been in use since the 1980s.

Sales have been declining year after year and the CEO (judge) feels that the chain needs to be remarketed. The CEO (judge) feels that the marketing focus on cheap prices has hurt the business and wants a new marketing communications plan not focused on price. The CEO (judge) wants you to choose a target market and create a marketing communications plan that will remarket the COST LESS SHOES brand. The CEO (judge) wants your plan to include a new slogan and specific marketing strategies.

You will present your ideas to the CEO (judge) in a role-play to take place in the CEO’s (judge’s) office.