Assignment One - Purchase Experience PDF

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Assignment One Fundamentals of Marketing Purchase experience betts shoes...

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Purchase Experience Fundamentals of Marketing Assignment One

TABLE OF CONTENTS Introduction……………………………..……………………………..……………………………..…………………..……………………..2 The Product Category………………………………..……………………………..……………………………..…………………..……2 The 4 P’s……………………………..……………………………..……………………………..……………………………..………….…….2 Product……………………………...……………………………..……………………………..…………………..………..…………...…2 Place……………………………..……………………………..……………………………..……………………………..…….……….……3 Price……………………………..……………………………..……………………………..……………………………..……………………3 Promotion……………………………..……………………………..……………………………..………………………………………….4 Brand…………………………..……………………………..……………………………..………………………………………………………..4 Conclusion…………………………..……………………………..……………………………..………………………………………………..5

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INTRODUCTION

There are four key areas in the marketing mix, these include; product, place, price and promotion. These will be further discussed along with brand positioning in relation to my recent purchase from Betts, Highpoint Maribyrnong.

THE PRODUCT CATEGORY The product I have chosen is a black pair of Betts ‘Payback’ footbed sandals. The sandal was designed to be casually worn by women. The pair of sandals would identify under the Clothing and Accessories product category and could further sub-categorise as shoes, sandals, women’s shoes and flats.

THE 4P’S Product The black ‘Payback’ sandals are an open toe sandal that are made out of nonleather with a sleek strap across the toes and the ankle that is secured by an adjustable gold-tone buckle that ensures the perfect fit for whoever wears the shoes.

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Betts have over 125 years of shoe making experience, so it is likely that this would inspire customers to choose their brand. I decided to buy this particular brand for this reason as well as them being comfortable and coming at an affordable price. After trying on the shoe and deciding that I would be purchasing this product they package your shoes in a cardboard box displaying the brand name on the side as well as a handle, so it can be easily carried.

Place I purchased this product from the Betts store in Highpoint Shopping Centre, Maribyrnong. However, the Betts brand now has 90 locations Australia wide and also allows for their products to be bought online. The store had a 50% discount sale storewide and displayed large signs throughout the store and in the store windows to influence store shoppers to enter their store and browse their products. The particular sandal I bought was readily available for me in the store and was displayed on a shelf just below eye level on the left side of the store with all other women’s shoes. Having the men’s and women’s shoe options separated made it easy to find the pair of sandals I was interested in. Price The original cost of ‘Payback’ sandals was $40 at the Highpoint Shopping Centre located in Maribyrnong, however were reduced to $20 with their 50% off sale on November the 2nd 2018. In comparison to a competitive store Novo where the price is $59.95 for a similar style shoe, the price at Betts is exceptional. In my own opinion the quality of the two brands are very similar so I would be more likely to shop at Betts but am not opposed to shopping at both. Since Betts did have a 50% discount I felt more inclined to purchase more than just one pair of shoes, so the price therefore impacted my decision on the purchase.

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Promotion As previously stated, Betts was offering a 50% discount on selected items when I made my most recent purchase on the 2nd of November 2018, they also had a 30% discount storewide. There were large posters displayed covering every store wall to advertise their storewide sale and was big enough to entice shoppers to enter their store. Other than their in-store advertising I had not previously seen or heard about the sale. The promotional price didn’t necessarily have an impact of me buying this particular shoe, as I had been looking for them anyways, but the price influenced me to buy another pair of the same shoe in a different colour as well.

BRAND

The Betts group has multiple brands including Betts Kids, Zu and Airflex, but focusing on the particular store I entered the kind of people that this brand would appeal to, based on the 4P’s are men and women who that seek contemporary, affordable and comfortable footwear and accessories. However, they cater mostly for women. If the Betts Group were a person they would be flexible, kind, passionate, knowledgeable, inspirational and fashionable. This is because Betts provides flexibility with the option of 24/7 online shopping, they are passionate in providing comfortable shoes for all occasions and with over 125 years of experience they deliver various aspects of skills and knowledge to their brand. I believe Betts brands positioning strategy involves product price and quality as Betts keeps up with competitive prices and the quality of products is consistently on a high level.

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CONCLUSION In summary, the 4P’s contributed to my purchase of Betts ‘Payback’ sandals by demonstrating that their product has a high level of quality, by placing all of their women’s products on one side of the store opposite to the men’s allowed me to easily find the type of shoe I was searching for, by providing a 50% discount off their original price making it more affordable and displaying promotional signs to allow customers to realise they are having a sale.

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