Strategic Niche Marketing Infinite Co. will mainly focus on making one product which is the Shoe Wash for its first few years of coming out. As time goes on, there will be more improvements and innovations/products in our business that will appeal to our consumers. Also, consumers in our targeted niche will be based on athletic household families in the categories of ‘hardscrabble road’(8g) and ‘soccer mom’(4a). Strategic Partnerships Infinite Co. will rely on the assistance from our strategic partnerships in order to manufacture, get our supplies, deliver, and market our products. By having multiple partnerships, our company will be able to get our supplies and services at a low/reasonable price. Sustainable Competitive Advantage The advantages that Infinite Co. and our product will have is the ability to restore a pair of shoes back to its sanitized and bacteria-free condition. Also, due to the fact that there are not many products like ours, this sets us apart from the rest of the shoe cleaning industry. When targeting mainly athletes and those who love having a large variety of shoes, this allows us to stand out and appeal to these types of people. Also since feet bacterial infections are common and can occur at any time, our product reduces the risk of it happening and satisfies our customer with the best quality we could give. Market Segmentation Infinite Co. will focus on several customer groups:
Athletes
Business Workers
College students
General public
Families
Detailed Market Breakdown
Athletes: This group will be the largest consumer for us since they own a lot of shoes and will have a higher chance of feet fungal infections. Also, they mainly spend their time exercising and playing sports. For this reason, they are more prone to investing in our product the most.
Business Workers: Due to the amount of walking around and standing while working, business workers' shoes tend to obtain a lot of sweat which increases the risk of getting fungal infections. This group is part of our target market because they are able to make a lot of money to afford the product while also having a desire for cleaner shoes to wear while they work.
College Students: This group is interested in our product due to the fact that most college students have an active social life and have a desire to dress nicely with clean shoes. According to the research made, an average college student's salary is $14,400 which is also most likely with the support of financial aid (scholarships and loans) and money from parents.
General Public: The general public are those who do not have a great interest as those in the other groups but will buy the product when it is needed.
Families: Large families especially will be a consumer of our product because parents will want the best for their kids’ hygiene and would want their family to be risk free with infections. To add on, athletic families would be interested in our product since they are very active and do many exercising activities that may cause fungal infections.
Target Market Segment Strategy Our company will be able to get our product to the consumers with a large use of advertising. Advertising such as purchased advertising, billboards, commercials, bulletin boards, and newsletters to direct them to our online website for them to see details of the product and purchasing. Industry Analysis People starting or already adding large amounts of shoes to their collection, will bring them the idea of sanitation after a while of wearing each them. Sanitation is a large part of life since germs are harmful bacteria is all around us, which could lead to sickness and even inflections. Website Marketing Strategy The Market strategy in an Internet retail business depends on recognition by the consumer. Since our company will be widely based on a website, we will be in need of online advertising. We will start out with awareness of our company through search engine marketing, banner advertising, and affiliates.