March 2014Realized by Cedoz Capucine, Cutajar Paul, Gervais

Hugo, and Mioche Maëlle

1

Support of the

magnet fixed on the

shoe

Introduction…………………………...………….………3-4

Principle of the DEFFYS

Our product

Methodology

I) Search and studies…….……………………………..6-26

Documentary research :

-The generic market

-The offer

-The demand

-The global environment

Qualitative study→ Talks’ results

II) Strategic marketing……………………………………27

Targets

The positioning of our magnetized laces

III) Synthesis……………………………...……………29-31

Synopsis2

The DEFFYS principle (Desk & Field First Year

Study):

Realise a market survey and a qualitative study to determine the

possible launch of one innovative product or service on the French

market.

Our product

The magnetized laces shoe Magnetized laces will permit to spend

less time to make its laces, the owner will just need to pull his laces

and the magnet (present on the lace) will couple itself with the second

one on the shoe.

Introduction3

Méthodology

Offer study

Demand study

Information research

About the

distribution…

…

Professionals’

interview

Non professionals’

interview

Synthesis

Assessment

4

Documentary resarch Qualitative study

RESULT5

Sector turnover: €34 billions.

French industry turnover: €889 millions.

The European Union constitutes one of the largest markets

of the shoe with 10% of the worldwide production.

Search and studies : the generic

market6

7

Search and studies : Sales repartition

41% Sports shops

29% Chain Stores

15% Supermarket

8% Other distribution systems

7% Retailer

Offer

Indirect competition

8

RANK BRAND Turnover

(million)

Market share(%)

1 Nike 10.847 34,7

2 Gr. Adidas 6.829 21,9

3 Puma 2.026 6,5

4 Asics 1.720 5,5

5 Skechers 1.394 4,5

6 New Balance 1.315 4,2

7 VF Corp 875 2,8

8 Crocs 733 2,3

9 Collective Brands 561 1,8

10 Li Ning 428 0

Distribution

Specialized stores (Ex : Decathlon, Go Sport,

Intersport...)

Internet (commercial websites ex :

decathlon.com, zalando.fr etc.)

Superstore (Range « Sport »)

9

Demand

Average budget devoted to the shoes per year and by

person : 132 euros (approximately 6 pairs)

For 3 consecutive years, the French sales in volume of

sport shoes have decreased.

One estimates today at only 33% the part of sport shoes

intended for a strictly sporting use.

Expectations:

Comfort

Price

Technicality

Look

10

Demand

For women (11 years and more), the sport shoe

represents 15% of the sales of shoes (any confused

article)

For men (13 years and more) : 38% of the sales

For kids 40% of the sales (56% for boys, 27% for girls

ans 17% for babies )

11

Segmentation12

Socio demographic criteria :• Sex : Men and women

• Way of life : sporty, follows the fashion

• Age :

10-14 years → Tweens market

14-20 years → Teenagers market

20-30 years → Young adults market

30-45 years → Adults market

45-60 years→ Adults market but also youngretirees

60 years and more → Retirees market

Global environment- PESTEL

ECONOMIC• Purchasing power in fall : purchases “pleasure” and “fashion”

pass in the second plan

• Pressure of the emerging nations who export shoes at low price

to France: delocalization

• Sector touched by the counterfeit: important shortfall

TECHNOLOGICALMany innovations in this sector (comfort,

improvement of the performances…)

• Creation of the work group “Protection of

brands ” to protect innovations of the

famous brands

ECOLOGICAL• Emmaüs Tax on

the shoes imported

and exported to

finance the

recycling of the

worn shoes

13

Global environment- PESTEL

LEGAL• A large number of rules govern

the manufacture of the sport

shoe: assembly, assembly,

materials.

SOCIOCULTURAL• The sporting great events (OJ, World cup) have a positive effect

on the request of sport shoes

• The sport shoe is also an effect of fashion apart from the sporting

world and can allow the identification a group

• Ageing of the population, preoccupations with a time-saver,

development of the leisures: the request for praticity and comfort

will be accentuated in the future.

POLICY• Many helps of the

government to support

the sporting practice.

14

Qualitative study15

Objectives

To precisely understand the needs, the uses or the

opinion of a restricted group (consumers and

professionals)

To have their opinion on our product and if it could

interest them

Talk’s results- - Talk with the professionals

- - Talk with the consummers

Profiles of the professionals16

Name : Badreline

BOUCHELIA

Job : Manager

Cellphone: 06 51 79 58 66

E-mail : Inconnu

Place: Foot Locker La

Part-Dieu, Lyon 3

Duratiob : 45 minutes,

interviewed by GERVAIS

Hugo

Name: Guillaume DIARD

Job: Directeur marketing

d’HokaOneOne

Cellphone: 04 50 05 81 31

E-mail :

g.diard@hokaoneone.com

Place : Nondefinite, phone

interview

Duration: 45 minutes,

interviewed by CUTAJAR

Paul

Results

THEME 1 - PERCEPTION OF SPORTS SHOES

The sector of the sports shoes is in good shape, it is not

affected by the economic crisis

There have been changes in the style of sport shoes,

and there will be again, the market is changing

according to fashion and trends

The clientele of sports shoes does not really change,

shoes which are really dedicated to the sport are bought

by the sportsmen

17

Results

THEME 2 - BEHAVIOUR AND USE

The age range is quite diverse

Street shoes are sold better and better today

« The clientele of sports shoe is situated between 30-35 and 50

years.» G. Diard

18

Results

THEME 3 - SELECTION CRITERIA AND BRAKES

There are 3 selection criteria most important to

sports shoes : comfort, technicality and price

The scratch has advantages, but it is less used

because it is not very esthetic

The style is very important

« Today, everyone follows fashion, people look still the

trend. » B. Bouchelia

19

Results

THEME 4 – INNOVATIONS AND EXPECTATIONS

Our concept looks promising

The technicality of the shoe plays an important role on

the purchase

Magnets laces can help older people to tie their shoes

Improvements: Think through the positioning of the

magnets

20

Consumer’s profiles21

→ DEBUT Léo, student

Do a lot of sports

Email : leo.debut@9online.fr

Phone : 06 69 52 16 76

Interview : MIOCHE Maëlle

→ SERAUDIE Irinka, student

Do dance and Horse

Email : irinka2011@hotmail.fr

Phone : 06 76 46 51 31

Interview : MIOCHE Maëlle

→ COLETTE Marie-Eve, doctor

Do running

Email : doc.colette@orange.fr

Phone : 06 89 96 40 27

Interview : CEDOZ Capucine

→ FAVRE Brigitte, sales representative

Do running

Email : b_et_o_favre@yahoo.fr

Phone : unkown

Interview : CEDOZ Capucine

Results

THEME 1 - PERCEPTION OF SPORTS SHOES

Sports shoes are primarily very comfortables shoes

They are generally unattractive

The laces are perceived differently according to

consumers

« I am often annoyed by laces that come undone all the time. » B.

Favre

22

Results

THEME 2 - BEHAVIOUR AND USE

Consumers do not really inform themselves before

buying

The use of sport shoes is only for sport

Custumers buy sport shoes in sport shop or in

specialized shop

« I don’t really inform myself before, I decide inside the store » M-E.

Colette

23

Results

THEME 3 – SELECTION CRITERIA AND BRAKES

Comfort is the most important criterion

A high price is a barrier to purchase

Shoes with Velcro fastener have a bad reputation and

don’t seem to be an alternative to laces

« I pay attention to the price because I do not wear these shoes really

often » B. Favre

24

Results

THEME 4 – EXPECTATIONS

Current models of sports shoes are satisfactory for most

consumers

The main expectation about sports shoes is comfort

Consumers would like a more attractive product

« I wish they were prettier, more colorful » M-E. Colette

« I am satisfied with my purchases. » I. Séraudie

25

Results

THEME 5 – THE PRODUCT

A consumer interest in our concept

Some concerns about the toughness of the product

« I am interested in the practical side of the product, that’s an

advantage. » L. Debut

« I do not know if it will be as strong as conventional laces. »

M-E. Colette

26

Strategic Marketing

Targets

Choice of segment

45-60 years old :

Adults and young retirees simple but efficient design,

importance of comfort, similar price or higher than a

normal shoe

Positioning « An innovative shoe, comfortable and convenient, with

a refined appearance »

27

SYNTHESIS28

SWOT

STRENGHTS WEAKNESSES

• A new type of consumer emerges:

buying shoes for relaxation and

recreation

• New concept

• New solution for the elderly

• Consumer interest in its practicality

• Magnet could be too low

• Possible lack of comfort

• The price may be too high for

potential buyers

OPPORTUNITIES THREATS

• Many sporting events in 2014: good

time to launch the product

• Exporters of shoes are very

competitive with low prices

• Counterfeit

29

Decision30

According to our studies and the results of our

interviews :

Our concept looks promising

We can’t launch our product -> it would be premature

Reasons :

- Not enough information on the feasibility and

effectiveness of the product: magnets, weight and

magnetism ...

- The design we chose doesn’t seem to be enough

"fashion"

Possible alternatives31

2 alternatives could be possible :

Test the feasibility of our product thanks to

engineers in order to respond to consumer

concerns

Rework the design of the shoe for something

more aesthetic