EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 8220103613774
Author: Armstrong
Publisher: YUZU
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Chapter 9, Problem 9.16VC
Summary Introduction
Case summary:
Most of the women are interested in wearing high-heeled shoes mainly for their fashionable looks. However, every women is aware of the issues in wearing high heels. For example they do not feel comfortable for anything more than a light walk with short distance and for other activities they would have a second pair of shoes.
The DN Convertible heels enters to the market for this reason. The DN Convertible heels is created by a women who had faced difficulty after a hard night of dancing. The shoes are convertible to anyone of four heel sizes from low-heeled pumps to spiked-heeled stilettos.
The interchangeable heels will convert the high heels into a high-tech plan. Beyond introducing the line of shoes the DN Convertible heels is planning to license the technology to other manufacturers.
Characters in the case:
- DN Convertible heels
Introduction:
A product is a service or physical item that can be offered or made to a customer in order to satisfy their wants and needs. A company gets new products in two ways. One is acquisition and another one is developing a new product.
To determine: The stage of the product life cycle that exactly applies to DN Convertible heels and determine the way that the company must market their shoes.
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