ERAM: Launch of a sustainable sneaker. What effective positioning on the sustainability market ?

The sneaker market is booming and subject to tough competition. In such a context, how can the new sustainable sneaker brand, SESSILE, find its optimal positioning on the sneaker market? How can it attract new customers, and boost sales? Today, after 2 years on the market, the brand's ambition is to step up its growth and to find a unique position on this market.
The students work as marketing consultants for the general manager of La Manufacture and their brief is to formulate an effective positioning together with operational marketing recommendations in order to achieve the sales objectives. The students are expected to work on the following aspects: internal and external analyses, marketing strategy (segmentation, targeting, positioning) and marketing mix recommendations.
The case addresses the specificities of the sustainable market for an efficient positioning and marketing plan.

Knowledge of sustainable branding strategy
Competencies in developing and operationalising a marketing strategy :
- Analyze
- Criticize
- lnnovate
- Justify

Marketing strategy - Sustainable marketing - Posltlonlng - Brandlng strategy - Operational marketing- Refurbishing and recycling process - Fashion - Sneaker market.

- Licence, Master, Specialized Master's degrees
- MBA, Executive MS

Expansion, manufacture and shoes marketing.

- VIDEO : Industrial director interview (9 min)
- XLS : Data base
- PDF : Interview guide
- PPT : 2 test supports

Année de la problématique : 2021

Livraison : Livraison par lien de téléchargement

Nombre de pages : 15 avec 11 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures

Code du secteur d'activité : 19 - Industrie du cuir et de la chaussure