Marketing Strategies project to develop a marketing strategy and positioning for "our" athletic shoe company Athena.

1. Athena

2. Overview Strategy Segmentation Positioning and Advertisements Tactics Results and Trends What We Learned Future Outlook

3. Strategy In-market Premium Brand Growth Strategy Market Penetration Offensive Strategy Invest to improve the competitive position

4. Segmentation Demographic Women Twenties to early forties Psychographic Active, busy lifestyle Mothers Brand conscious Status-seeking

5. Lisa Wittmer Positioning and Advertisements

6. Positioning “For the Goddess in You” Fashion Quality Environmental Responsibility Comfort Image Feel Good

7. Advertisements Celebrity Endorsements Oprah Letterman (yr 12, 13, 14, re-signed in 20) Lorena Lopez (yr 18, 19) One billboard for Latin America Press Release for magazines Advertisements for magazines Shape, Oprah, Elle, Vogue, Real Simple etc.

8. Athena “For the Goddess in You” Logo and Tagline

9. Press Release

10. Magazine Advertisement - 1

11. Magazine Advertisement - 2

12. Outdoor

13. Tactics Laura Ostermann

14. Tactics Product High-end, high-quality shoes Increase S/Q rating Corporate Responsibility Price Wholesale ~$72.00 Online ~ $110.00 plus shipping No rebates

15. Tactics Continued Place Present in every region Exclusive distribution Fewer retail outlets High-end retailers High level of retailer support Online

16. Tactics Continued Promotion Strong brand image Increase in advertising expenses Celebrity endorsements

17. Results and Trends What We Learned Autumn Marcus

18. Results and Trends – Net Revenue Years

19. Results and Trends – Net Profit Years

20. Results and Trends – Operating Margin Statistics

21. What We Learned Niche customer segments Importance for consistency Not getting lost in tactical decisions Long-term focus

22. Future Outlook Long-term premium image Increase S/Q Ethics training to continue corporate responsibility

23. Questions?