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Essay / Research Paper Abstract
Heelarious sell high heeled shoes for babies between the ages of 0 – 6 months. These soft shoes are highly differentiated, marketed on the basis of uniqueness and quality. This 8 page paper looks at the way that the company communicates quality through the materials used, packaging, pricing strategy and marketing and then considers how a star rating system could be developed for crib shoes. The bibliography cites 8 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEheelarious.rtf
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Unformatted sample text from the term paper:
the number produced through to mass market shoes that are made in the thousands and sold for only a few dollars. The market is well established and there are thousands
of new styles are launched every year, with little attention or publicity. However, one item that was launched in June 2008 has been worthy of attention. These are shoes launch
by a new firm; Heelarious. These are an unusual product, high heeled shoes for an infant, sold as crib shoes suitable for baby girls form 0 - 6 months
(Heelarious, 2009). These are a highly differentiated product which are innovative and have been able to gain a first mover advantage. In order to understand the product and the
way it is marketed, as well as its position the product itself can be assess along with the way that quality is communicated through the different types of marketing.
2. The Product The product is a high heeled shoe, the tag line of the firm reads "her first high heels" (Heelarious, 2009). The shies is made of
a soft material, similar to other crib shoes, soft so that they do not impact on the growth of the babies feet, and the high heels in the shoes are
also very soft, so that as baby kicks out the heels will bend and squash. These shoes are a non essential items, unlike many other items of baby wear,
and are targeted at new mothers either directly, or indirectly with friends or family buying the shoes for the mother. The shoes may help keep an infants feet warm, but
their design is to please and titillate the new mother. It was as a result of this idea; titillating a new mother that the company and the product was developed;
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