Marketing Management-MKT 500
Dr. Jean Gordon
Assignment # 2
Due Date: November 4, 2012
Marketing Products: GoGetters Sneakers, Inc
Primary Product Characteristics
GoGetters Sneakers found that many runners have high arches or insteps, making standard well-known brands such as Adidas, Reebok, and Nike hurt their arches while they run. GoGetters realizes the importance of properly fitting footwear for runners. Whether they are distance runners or sprinters, a properly fitting shoe that does not hurt the arch while running is important not only for comfort, but to prevent injury as well.
GoGetters is marketed primarily to the professional athlete between the ages of 18 and 36. However, as athletes wear GoGetters sneakers they not only represent a sale and a customer, they promote the brand as high-end professional athletic shoes to the consumer market. Targeting professional athletes allows the brand to filter into the mainstream public with a high amount of credibility.
Podiatrists have known for many years that high arches, coupled with improperly fitting shoes are the formula for injury. One cannot expect a top athlete to perform their best when their shoes are a continual source of pain and injury. Both high-arched and low-arched runners exhibit different injury patterns. High or low arches can be caused by genetics, neurological damage, disorders, or disease. Many high arches are simply the result of genetics. Higher arch runners have a greater number of ankle injuries, boney injuries and lateral injuries than lower arched runners. Whereas lower arch runners exhibit more frequent knee injuries, soft tissue injuries and medial injuries (Williams, McClay, & Hamill, 2001). The primary characteristics of the product makes it targeted towards the prevention of injuries related to high arches.
High arches are not just an inconvenience; they represent structural characteristics that make athletes prone to...