GBX
Executive Summary This paper will contain our analysis and recommendations on the case presented to us regarding GBX. The first part will deal with presentation of the case, the current situation of GBX and the challenge and the problems we wish to address. ... This line was called GBX and by 2002, they had mastered the art in creating soles that keep up with young men’s changing lifestyles and evolving taste. ... The Challenge Despite its success in the American market, GBX has yet to break ground locally. Although GBX footwear has been distributed in the country for six years now, there is minimal to moderate brand awareness. ... In view of this, GBX aims to establish itself as (1) “America’s fastest growing footwear brand” and (2) the shoe store which caters to three different lifestyles, corresponding to its three primary product lines, namely the Club Casual, the . ... Brown, Diesel, and GBX. ... The designs of GBX shoes are mostly stylish, featuring a fine mixture of being trendy yet still timeless. ... GBX provides provides both benefits: styles that stand out among the rest with the comfort from its Cush-Tech® powered soles. ... GBX features three product lines catering the various needs and lifestyles of the modern male population, offering stylish pairs of shoes to suit every occasion. ... Unlike any other brands of shoes that offer quality, comfort and style all in one pair of shoes, GBX is priced as a mid-tier good below Php3000, reasonable enough for the benefits they offer. · GBX is widely available at major malls and department stores around the country. GBX shoes are available in major malls in Metro Manila, like SM Malls, and Robinsons Malls, and in some malls in the provinces. · GBX is successful in the US. Weaknesses · There is poor to moderate brand awareness, recall According to our survey and various interviews, there is a minimal to moderate brand awareness of GBX amongst its target market. Despite its presence in the market for years, it seems that the marketing and promotional efforts of GBX had not been that strong, or maybe not that appropriate to reach its target market and leave a positive impression on them. ... Although GBX’s unique selling proposition is that its shoes offer NO compromise between style and comfort, this had not been vividly portrayed and communicated in its advertisements. ... But with GBX, in the mall branches themselves, we see taglines such as, Make your mark! ... With these, the people will have hard time figuring out what GBX offers, or how unique it is? ... This should be able to impart to the audience what GBX really wants to tell its target market: that they offer shoes that are stylish and are comfortable. ... If the advertising efforts can clarify the image GBX wants to portray, and impart the USP they wish to uphold, these campaigns can stimulate product purchase. From our findings, it really appears that GBX has low ratings in terms of awareness. ... Another tool which can help in projecting the image GBX wants to portray is the packaging of the shoes. ... With GBX unable to fix its marketing communication with its target audience, the market might not see the benefits it offers. In their eyes, GBX is just another shoe brand, indistinguishable from the rest. ... Customer Analysis GBX identified its primary target market to be males from the mid-C social class aged 23 to 26. ... As its secondary market, GBX identified males aged 21 to 22 who have recently joined the workforce earning PhP 15,000 to PhP 20,000. ... Results of the survey show that the target market identified by the company can be further expanded to include male college students and older young urban professionals since they exhibit the same psychographic profile as GBX’s original audience. ... Also, the group decided to adjust the social class that GBX communicates to given the product’s price (typically PhP 2000 – PhP3500). GBX hopes to entice young urban professionals who are aggressive, confident risk-takers who are independent-minded, goal-driven and career-oriented. ... Overall Objectives and Strategies Given the following situation and data, we have enumerated the following objectives: · Strengthen presence of GBX as a brand of stylish AND comfortable footwear and establish it as cutting-edge, comfortable, and reasonably-priced footwear. One of our primary objectives will be to strengthen GBX as a brand of shoes that offer no compromise between style and comfort as what is usually the case with other brands. We wish to clarify this message to the target market since it is this which sets GBX apart from other mid-tier shoe brands available in the market. · Stimulate desire for the brand and brand loyalty As we try to re-establish the brand equity of GBX and strengthen its presence as a brand of stylish and comfortable footwear, what should follow is a stimulation of the people’s desire to purchase and use the products. We do not want only to tell them what GBX can offer, we want to encourage them, to invite them, to entice them to try and use GBX shoes.