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

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Updated: Jun 14th, 2019

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).

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 customers 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. For 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.

Reference List

Arditti, D. (2012). Dr. “Natural Causes” Patel struck off. Retrieved from

Finch, H. (1997). Physical activity “at our age.” Retrieved from

Skechers (2012). Shade-ups. Retrieved from

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IvyPanda. (2019) 'Marketing: The Product and the Factors That Enhance Its Popularity. Median Income, the Associated Traits and the Relevance to the Product'. 14 June.

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