Glow in the Dark Slippers

Paper Summary:

In this article, the writer looks at a company, tentatively named "Glowing Glamour", that aims to create a unique niche in the market for high-end, fashion-conscious, glow-in-the-dark slippers for the lucrative female footwear market segment. The writer discusses the goals of Glowing Glamour, that are to establish a global market niche for what is considered an innovative, highly desirable product, through effective marketing, efficient and high quality production methods and innovative distribution channels. The writer details the marketing plan for this product in this paper. Based upon the market research, analysis and interpretation that was conducted in order to develop this plan, the strategic planning unit of Glowing Glamour recommends that management thoroughly review, discuss and approve this marketing plan.

Table of Contents:
Executive Summary
Situational Analysis
Objectives and Goals
Marketing Strategy
Action Programs
Profit and Loss Projections
Controls

From the Paper:

"In a unique paradox, Glowing Glamour is entering an essentially untapped market by targeting the female buyer of high-end footwear and offering them glowing slippers that are created from the finest fabrics and adornments available. Prior to our entry into the market, the only similar product available was a lower priced, mass produced comfort item that was primarily marketed to children and young women, the largest of which is "Isabelle's Dreams", which offers product in the price range of $6.50 per unit to $25.95 per unit, and offers product strictly online, with individual customer orders being shipped direct via conventional consumer distribution channels such as US Postal Service and United Parcel. Our target market, differing from the competition, consists of more affluent, established women, who research indicates influence 80% of all purchases by women."

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• Marketing Plan # 91223 : "Glow in the Dark Slippers": A Marketing Plan"
• Book Review # 98757 : "Seamus Deane's "Reading In the Dark"

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