COLE BJORK SHOE COMPANY

By Cole Bjork

Shoe Name The name of the new sport boot will be

named, “The Explorer.” The

Target Market Demographics: age: 25-30 Gender: male Income: middle to upper middle class Ethnicity: Caucasian

Geographic's The main outlets will be in larger

suburban/ Urban cities with a lot of hiking and outdoor activities available.

Ex: Urban, Denver, Colorado

Psychographics Lifestyle: Active, athletics, active.

Attitudes: easy going, respectful to environment, hard working.

Values: being in shape, quality, durability, fun.

Price The price will $ 99.99 for kid pairs. The adult price will be $ 130.00 a pair.

Placement. The product will have distribution centers

in major metro areas with over 1 million people.

Ex: Twin Cities, Los Angeles. The product will be made in the U.S.A

Shoe image The Explorer will change the image of

boots. The new light weight boot that will keep

your feet warm will take over the market with the great price, and the high demand.

The Explorer will change the style of wearing boots. More people will wear them casually because of the attractive design and lightweight material.

Advertising Campaign Theme: have a lot of people walking

around in the boots some celebrities and average people uniting with one boot.

Slogan: “Unite into one”.

Endorser Bear Grylls Bear Grylls has become known around the world as one of the most

recognized faces of survival and outdoor adventure. Despite a free-fall parachuting accident in Africa, where he broke his back in three places, and after enduring months in military rehabilitation, Bear went on to become one of the youngest ever climbers to reach the summit of Mount Everest. Bear went on to star in Discovery Channel’s Emmy nominated Man VS Wild and Born Survivor TV series, which has become one of the most watched shows on the planet, reaching an estimated 1.2 billion viewers

I think that Bear Grylls will be a good endorser because he has tackled the impossible in the wild, and if he wears them many people will be influenced by his decision.

Feature benefit chartFeatures Benefits

• Synthetic leather

• Rubber sole with diamond and star grip technology

• The synthetic leather is waterproof, breathable, warm, light, and will keep your feet dry.

• The rubber sole will always give you the best traction when climbing rocks or what ever challenge. The rubber sole will not get slippery so there will be no hazards when climbing.

Side view

Bottom view

Logo

Billboard

Promotion 1 Outdoor display at major cities.

Examples: Minneapolis, Denver, Los Angeles. On the opening weekend Saturday December 14th 2013, starting at noon ending at 5 p.m.

At the display there will be boots for sale, and a raffle drawing for a free pair. Boots will be available to be tried on.

Promotion 2 Online drawings: visit the website

www.bjorkboots.com and sign up for a chance to win a free pair of boots. To sign up for this free survey the guests will need to complete a survey. The public will be aware from T.V commercials showing the boot in action and Bear Grylls telling people to go on the website.