Date of Publication

1-28-2022

Document Type

Marketing Plan

Degree Name

Bachelor of Science in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Mary Julie V. Balarbar

Defense Panel Chair

Jose Luis R. Liongson

Defense Panel Member

Carlo Miguel C. Saavedra
Melody Tanjimenez

Abstract/Summary

Res|Toe|Run is a restaurant-themed multi-brand shoe store that has been dishing out the freshest servings of comfortable yet functional and stylish footwear to satiate their customers’ appetite for shoes for fifteen years. It boasts in its menu the most diverse spread of premium footwear brands from different parts of the world that are guaranteed to satiate every craving for footwear. For this study, the researchers conducted a Usage, Attitude, and Image (UAI) survey to a sample size of one hundred fifty-eight (158) respondents who fit the description of Res|Toe|Run’s current primary target market and secondary target market. The results of the UAI survey revealed the most important factors shoppers take into consideration when shopping for footwear which are (1) comfort, (2) quality, and (3) design which also happen to be the most highly rated factors of Res|Toe|Run. In addition to this important insight into the minds of shoppers, the UAI survey also showed some areas of improvement for Res|Toe|Run such as their top-of-mind awareness which they came last in when compared to their competitors. Another area of improvement the researchers uncovered from this study is Res|Toe|Run’s brand awareness, which as of this moment is considered to be moderate. With this, the researchers suggested strategies that focus on improving the overall brand awareness for Res|Toe|Run, increasing brand loyalty, as well as increasing engagements in-store and online on their social media platforms. With these strategies, the researchers strongly believe that Res|Toe|Run will improve its overall performance both in-store and online.

Abstract Format

html

Language

English

Format

Electronic

Physical Description

121 pages

Keywords

Shoe stores—Marketing

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Embargo Period

10-19-2022

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