Nowadays, the issue of shortage of goods is no longer relevant. The primary task of the producer in any sphere is to attract the consumer’s attention. To gain loyal customers and consolidate the unique competitive advantages of the product in the consumer’s mind, it is important to develop a product positioning strategy. Therefore, the brand will focus on people who care about physical activity and comfort. Buyers of MR530 running sneakers usually look for a particular brand or even model and know specifically what they like. These customers are demanding, which creates a need to collect information about the preferences and values of potential customers.
The basic brand concept should be focused on offering consumers shoes that will help them improve their athletic performance. The central idea is to provide opportunities for everyone to realize their full potential in mental, physical, and social aspects, encouraging a fitness-oriented lifestyle. The brand should motivate people to get involved in sports today to be a better version of themselves, both physically and mentally, starting tomorrow (Fayvishenko, 2018). Product managers should comprehend the consumer requirements to meet and use certain marketing elements (product, price, location, and promotion) to induce the client to purchase.
Most people consider Adidas and Nike as the primary options for buying running sneakers. The fact that they are stylistically distinct from other companies is not as important as that they differ in values and brand meaning level. It precisely allows them to differentiate themselves and fight for an audience. Standing in front of a storefront, people have to eventually associate themselves with a brand to buy one running sneakers or another. Both companies have chosen their territory as a sport for all (Fayvishenko, 2018). Their philosophy is based on understanding how it is sometimes difficult for the average person to start playing sports. They have positioned themselves as brands that strive to meet the needs of people who require fashionable shoes (Lee et al., 2018). The companies are likewise successful because they are always for innovation and investment in new technology. The constant development and adaptation to the market’s needs set them apart from competitors. They always pioneer fashion and comfort technologies that others did not manage to accomplish.
Based on the research, it can be concluded that consumers make choices based on two main parameters: positioning on high quality and the image. They pay attention to the comfort of shoes and the possibility of their universal use in different life situations and activities. At the same time, design and popularity are essential attributes when choosing a company. An individual is much more likely to choose goods from a well-known and advertised brand than its competitors (Lee et al., 2018). More and more often, consumers consider sports brands because an active lifestyle is a new trend of our time. This brand appeals to active individuals who are committed and ready for risks to change themselves and the world around them. These people lead an active lifestyle, valuing comfort and their own time.
The modern consumer of the running sneakers market is an energetic person, who strives for something new, and has an active desire to improve skills in various sports. In recent years, the popularity of active lifestyles and different types of physical activity has increased (Fayvishenko, 2018). Therefore, the consumer requires constant improvement in the production of sports shoes. According to the survey results, marketing personnel concluded that the primary audience of customers is men, accounting for about 45% of the total age and gender group, as men’s shoes make the most significant profit. The next group – women, accounts for 35% and 20% of the turnover brings children’s sneakers. To build off the competition, one needs to study what they offer the audience.
After all, the target audience is similar, but someone will be closer to the values of one corporation and the approach of other companies. For example, the target audience of running sneakers is primarily people who need sports shoes. Someone may collect them and chase after rare specimens, and someone is engaged in sports, and good sneakers for him are a necessity. Accordingly, for different purposes, people may have diverse brands. A distinctive feature of the consumer segment of these particular running sneakers is their focus on comfort with minimal design (Shafiee et al., 2020). Therefore, the leading consumer is an active individual who wants to buy comfortable and minimalist shoes that are versatile for various activities. Based on this information, a statement can be formulated: The company’s range consists of comfortable shoes that will help perfectionists cope with any activity.
Qualitative research will be based on conversations with small consumer groups. They will be conducted to understand the target audience’s behavior as they interact with the brand. Qualitative research will help to interpret the data obtained in a concise quantitative survey. Collecting detailed information about buyers’ and consumers’ concepts, opinions, beliefs, and needs is possible. Then it is feasible to study these parameters’ impact on customers’ behavioral criteria. Qualitative research will provide the opportunity to get direct feedback and information from buyers. Through this type of marketing research, it is possible to find out how customers express their thoughts and opinions about running sneakers in words (Shafiee et al., 2020). This analysis provides an opportunity to get more information about why they have this particular behavior and not any other.
The qualitative type of analysis will provide information that will influence the emphasis of a problem or the creation of a research concept. It will likewise help to study the raw data of a specific but little-studied industry; when it is necessary to study a questionnaire, modernize an action plan, and hear the customers’ opinions in their own words (Shafiee et al., 2020). Moreover, it is possible to form contact between the emotional background, the thoughts of the audience, and their behavior in the marketplace based on them. It is essential to not only do the research, get the results, and get acquainted with them but also to adjust further actions. To shape the approaches to the audience, the brand needs to understand the differences in consumer expectations. Different groups will have diverse characteristics, which will be determined based on qualitative research. On this basis, it will be possible to divide the consumers into similar segments and thus select an individual approach based on their distinctive features. The main idea of the orientation strategy will be that the company serves the narrow target market more effectively than competitors who disperse their resources throughout the market. Based on qualitative research, it is possible to create an advantage over competitors or to differentiate products based on better meeting the target market’s needs. Moreover, the data obtained will help to increase the value of the sneakers in the eyes of the consumer by adapting the product to their desires. The positioning will be successful only if the sneakers meet customers’ needs. Therefore, the design and advertising will be adapted to the desires of consumers based on the information collected.
References
Fayvishenko, D. (2018). Formation of brand positioning strategy. Baltic Journal of Economic Studies, 4(2), 245-248. Web.
Lee, J. L., Kim, Y., & Won, J. (2018). Sports brand positioning: Positioning congruence and consumer perceptions toward brands. International Journal of Sports Marketing and Sponsorship, 4(5) 43-48. Web.
Shafiee, M., Gheidi, S., & Khorrami, M. S. (2020). Proposing a new framework for personal brand positioning. European research on management and business economics, 26(1), 45-54. Web.