User:Theaperitif

The Aperitif MARKETING PROJECT

Group Members: Matias Costa, Natalie Vaccaro, Jeff Hoyt

Current Marketing Situation Analysis
"Page 3: Market Description" Market Description:

•	Target market: environmentally conscious post-college consumers ages 22 to 30. •	Protecting the environment = growing fad “tree-huggers” •	Recycled materials, price is not to high •	Consumers: educated and will have higher forms of income. •	Filling the “greener clothes” gap that exists in markets these days. •	Few apparel companies that are environmentally friendly. •	L’aperitif’s benefit = lower carbon footprint+ high quality material+ durable.

Product Review:

The Simple Shoe Company is based on a large degree of products that may range from eco-friendly shoes to other accessories like eco friendly backpacks. The Simple Shoes company has product lines that are segmented depending on the age and gender, for example we have the shoes for women, men and children. The variety of product lines within our company vary, some examples are: slippers, casuals, sneakers, and vegan friendly shoes. On both the men and the women section we have two product lines which are known as Eco Sneaks, and Green Toe. Eco Sneaks are a line of sustainable sneakers that aside from looking good they are made of a series of recycled materials such as: Organic cotton, recycled tires, hemp, and recycled plastic bottles. The Green Toe product line consists of casuals and slipper lines. Some of our bags product line consists of a variety of bags which range from feedbags for women to single sleeved bags for men, backpacks and even sleeves for cell phones or mp3’s. Our product is a high top shoe, which fits as part of the New-arrivals section, particularly because it is a more unique style that does not fit into any of the existing product lines. L’aperitif is a product which also brings in diversity In design to our shoe line yet it maintains the same structure of eco-friendliness that all other product lines contain. Most of the products are made out of organic cotton, recycled tires and eco certified leather, hemp, or suede. The quality for all of these materials is high due to the higher cost in processing these materials. For example the cotton is processed without the use of toxic chemicals that affect the water supply and contaminate food. On the other hand the suede, leather and hemp are all processed with the use of ISO 140001, which are factories who reduce on their impact on the environment. With the motto of less is more, Simple shoes attempt to attract the daily customers who

Page 4: Competitive Review

Three major competitors:

1. Patagonia - Patrol Leather-Hemp Shoes

"Position" : Established, worldwide market presence.

"Strategies" : 1. Market to environmentally minded individuals who spend a lot of time doing outdoor activities. 2. "The Footprint Chronicles" - interactive website which allows user to track carbon footprint of specific items. 3. Mission Statement - To build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

2. IPaths - Hemp IPaths

"Position" : Cater towards the skater market

"Strategies" : 1. "Humbly" Green since 1999 2. Offering products made with sustainable fabrics

3. Rawganique.com - Hemp boots for either sex

"Position" : 1. Cater towards environmentally conscious people seeking sustainable living and healthier, less stressful, lifestyles. 2. Achieved near worldwide distribution through word of mouth and internet campaigns.

"Strategies" : 1. Offer products made of organic cotton, hemp, and linen. 2. To not damage the planet any further through the creation of their products 3. Avoid any products that use chemical processing including: a. Soy b. Bamboo c. Tencil Fabric --Theaperitif 02:24, November 5, 2009 (UTC)