EScholl – a system with rechargeable energy source for footwear. Essay

Target Market
Dr. Scholls has already developed a substantial product mix that serves different needs such as work and sports creating comfort for everyday activities. After analyzing the current product markets we can now capitalize on the lost energy exerted from daily activities and convert this energy into a renewable energy source that can power small devices with the EScholl. This new line will target professionals, travelers, athletes and sportsman who wish to take advantage of their lost energy to power devices in their respective environments.
The inserts of this line satisfy customers that have
sensitivity in the heel of the foot and need gel cushioning that fits comfortably in their shoes
lack of resources to provide immediate electricity at their disposal
want to add some pizzazz to their footwear
To satisfy these needs the EScholl inserts need to have
different sizes to fit in different types of shoes
a consistency that will cushion feet
a reliable rechargeable battery that can be dependable
ability to stay in place to ensure comfort
The target market that will purchase this product are ones that need a rechargeable energy source in areas that dont provide resources while also wanting comfort from their footwear. Due to lifestyles such as traveling or recreation, customers will need the EScholl to power their respective devices whether they are cell phones, sportsman equipment or mp3 players. The item will be adhesive to guarantee comfort and will be affixed to the footwear. The EScholl will be purchased for each pair of footwear that needs the rechargeable source.
Sportsmen who are outdoors hunting or hiking have no place to power their devices. These consumers watch outdoor channels and read Field & Stream and Outside magazines. Professionals who travel for work spend considerable down time in airports, train stations, and cabs without a power source. They read the Skymall magazine available on most flights. Athletes, whether be running at the gym or around the block often have an mp3 players that need to stay charged. They watch ESPN and read sports and fitness magazines such as Sports Illustrated and Fitness. These markets are accessible through advertising and promoting within the respective television shows and magazines these consumers can be reached.
Using PRIZM market segments EScholls found the Younger Years life stage group to be the target market. Aging from 2544 years old, this segment has more disposable income and fall into an age bracket when an individual is most active as compared to other phases in life. The key segments within this group are the UpandComers, Gods Country, Young Digerati, Greenbelt Sports, Young Influentials, and Bohemia Mix. These groups all share the need to be active, a craving for the newest technology, and have a fast paced lifestyle.
United States. PRIZM Market Segmentation. N.p. Neilsen, n.d. PRIZM. Web. 1 Dec. 2015
Kotler, Philip, and Gary Armstrong. Principles of Marketing. Upper Saddle River, NJ Pearson Prentice Hall, 2014. Print.
Planned Roll Out of the Product