Disruptive Marketing Plan Brand Proposal Paper

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Southern New Hampshire University *

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MBA 699

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Business

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Feb 20, 2024

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docx

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1 BRAND PROPOSAL Disruptive Marketing Plan: Brand Proposal Paper Assignment Philip Manders School of Business, Liberty University Author Note Philip W Manders I have no known conflict of interest to disclose. Correspondence concerning this article should be addressed to Philip Manders. Email: pmanders@liberty.edu

2 BRAND PROPOSAL Disruptive Brand Plan Foot Locker, a leading retailer of athletic shoes and apparel, is poised for a transformative shift in its business model. This plan proposes a disruptive approach, pivoting Foot Locker towards a unique, experience-based retail strategy, heavily emphasizing sustainability and community engagement. Central to this transformation is integrating the Nike Dunk Low, priced at $115, into this new strategy (footlocker, 2023). This shift will redefine the brand and create a buzz through word-of-mouth marketing. Marketing Mix Product The new strategy's cornerstone is the eco-friendly version of the Nike Dunk Low. This footwear, made from recycled materials, demonstrates Foot Locker's dedication to environmental stewardship. The product line will also include apparel made from sustainable sources, and Foot Locker plans collaborations with eco-conscious brands and local artists, infusing the Nike Dunk Low with unique, culturally resonant designs. Price With the introduction of eco-friendly Nike Dunk Lows, Foot Locker's pricing strategy will be adjusted. Foot Locker(2023) states that the dunk costs $115, which reflects the incorporation of sustainable materials and ethical manufacturing processes. The price may change depending on the overall material longevity of the shoes and how the consumer accepts the change. Distribution (Place) The distribution strategies of Foot Locker will undergo innovative changes with a particular focus on the Nike Dunk Low. While maintaining its strong online and physical

3 BRAND PROPOSAL presence, Foot Locker will introduce pop-up stores in community spaces, prominently featuring the Nike Dunk Low. These pop-up stores are intended to be more than just retail outlets. They are designed as focal points for community events, emphasizing the sustainable and community- focused aspects of the Nike Dunk Low. These pop-up stores, showcasing the eco-friendly Nike Dunk Low, will foster a deeper connection with local communities and offer a unique, engaging retail experience. Collaborations with local businesses in these pop-up stores will further enhance this community- centric approach, providing a diverse, locally-focused retail experience centered around the shoe. Henkel & Toporowski (2022) support this pioneering approach, finding that 'retail experience, when coupled with a perception of store ephemerality, significantly enhances the brand experience, further heightening positive Word of Mouth.' This insight is particularly relevant for the Nike Dunk Low, as the pop-up stores' unique and transient nature will contribute significantly to the overall brand perception and customer advocacy. This aligns perfectly with our objective of redefining Foot Locker’s retail strategy, placing the Nike Dunk Low at the forefront of this transformative retail experience. Promotion / Communications In the revamped promotional and communication strategies, the focus shifts to a more grassroots and digital-centric approach, with the Nike Dunk Low as the centerpiece. Social media and digital platforms will play a critical role in engaging a broader audience, with influencers and sustainability advocates highlighting the eco-friendly aspects of the Nike Dunk Low. This strategy accentuates the brand's commitment to environmental responsibility and authentic experiences.

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4 BRAND PROPOSAL The experiential aspect of our retail strategy, primarily through pop-up stores, becomes vital for brand engagement with the Nike Dunk Low. As Warnaby & Shi (2019) articulate, 'It [pop-up] has a ‘here today gone tomorrow’ aspect. That means everything has to be very carefully thought through. It is thought-through like an event; it is an experience.' This approach transcends traditional retail and commercial selling; it's about building and engaging the brand. Our pop-up stores will serve as dynamic platforms for immersive brand experiences and storytelling, focusing on the sustainable features of the Nike Dunk Low, thereby deeply engaging customers and fostering community involvement. This strategy aims to create social media buzz and word-of-mouth, reinforcing Foot Locker’s position as a community-centric, eco-friendly trendsetter in the athletic wear industry, with the Nike Dunk Low at its forefront. Target Market The strategic shift with the Nike Dunk Low also involves expanding Foot Locker's target market. While continuing to provide for its core demographic of young, athletic individuals, Foot Locker will extend its reach to environmentally-conscious consumers and those who value community engagement, aligning with the growing consumer trend toward brands committed to environmental and social responsibility. The diverse consumer base is crucial, especially in how psychological factors influence their purchasing decisions. Yu & Han (2021) offer insights relevant to this strategy: 'The results suggest that the effectiveness of self- versus other-benefit appeals depends on consumers’ psychological state, specifically whether they feel socially excluded. When participants felt socially excluded, self-benefit appeals were more effective than other-benefit appeals in encouraging positive purchase intentions.' This finding highlights the necessity for Foot Locker to tailor its marketing messages for the Nike Dunk Low to address the specific emotional states

5 BRAND PROPOSAL of its customers. By aligning the marketing strategies with the target audience's emotional and social contexts, we can more effectively communicate the value of our eco-friendly and community-oriented Nike Dunk Low, resonating deeply with consumers' values and lifestyle choices. Conclusion This Disruptive Brand Plan for Foot Locker represents a comprehensive strategy to transform the brand into a community-centric, eco-friendly trendsetter in the athletic wear industry. By revising its product line, pricing, distribution, and promotional strategy, Foot Locker is poised to attract a broader, more diverse consumer base. This plan is more than a mere shift in business practices; it is a step towards a future where the brand offers quality products and positively impacts society and the environment. Through this transformation, Foot Locker sets a new standard in the retail industry, aligning itself with the evolving expectations of modern consumers.

6 BRAND PROPOSAL References Bestseller . Top Sellers | Foot Locker. (2023). https://www.footlocker.com/category/collection/top-sellers.html Henkel, L., & Toporowski, W. (2022). Once they’ve been there, they like to share, Capitalizing on ephemerality and the need for uniqueness to drive word of mouth for brands with pop- up stores. Journal of the Academy of Marketing Science , 51 (6), 1284–1304. https://doi.org/10.1007/s11747-022-00861-y Warnaby, G., & Shi, C. (2019). Pop-up retailing objectives and activities: A retrospective commentary. Journal of Global Fashion Marketing , 10 (3), 275–285. https://doi.org/10.1080/20932685.2019.1613915 Yu, A., & Han, S. (2021). Social exclusion and effectiveness of self-benefit versus other-benefit marketing appeals for eco-friendly products. Sustainability , 13 (9), 5034. https://doi.org/10.3390/su13095034

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