Human Resource

Executive Summary

I have decided to write my marketing research on a product that is sold by Dr. Scholl's which is called Dr. Scholl's For Her and it is specifically targeted at women. I find the company to be very interesting since they do have a huge campaign on television and I have been seeing their products more and more on the store shelves.

Dr. Scholl's For Her Insoles is a new foot comfort addition to the traditional Dr. Scholl's line offering a multitude of advantages over our previously introduced products. The entire For Her line was designed by Dr. Scholl's to specifically attract the younger female demographic ages ranging between 18 to 50 who may have previously not found the line to fit their lifestyle. The main marketing idea of the insoles will also pave the way for expansion of the line to include other foot care products such as foot creams and scrubs, and pedicure tools for women in the near future. Dr. School's believes that by targeting this market, Dr. Scholl's can successfully occupy this growing market of professional, fashion conscious women which is a huge market to target. In addition, Dr. Scholl's will be able to target those women who have certain medical conditions, like obesity, pregnancy, and diabetes, but still want to wear the latest fashions in foot wear. Using Dr. Scholl's existing high profile positioning in the foot care market will allow Dr. Scholl's to quickly grow market share in this very important demographic group. With excellent channels of distribution, and name recognition, this addition to the Dr. Scholl's line should show immediate results to the revenues profits of the company. (Read more about it at) http://www.drscholls.com/

Table of Contents

Cover Page.....................................................................................................................................i

Executive Summary .........................................................................................................i

Introduction..................................................................................................................... 1

Situational Analysis .......................................................................................................... 2

Market Needs ................................................................................................................... 2

Market Analysis .................................................................................................................3

Market Trends................................................................................................................... 3

Microenvironment ............................................................................................................ 3

SWOT Analysis ................................................................................................................... 4

Marketing Objectives and Strategies ..................................................................................6

Marketing Objectives ...........................................................................................................6

Marketing Strategies for Dr. Scholl.......................................................................................7

Target Market for Dr. Scholl's............................................................................................. 8

Marketing Mix ....................................................................................................................10

Price for Dr. Scholl's For Her............................................................................................... 11

Place/Distribution For Dr. Scholl's ..................................................................................... 12

Promotion For Dr. Scholl's For Her .................................................................................... 13

Brief Summary of Tactical Plan and Conclusions.................................................................14

References...........................................................................................................................................i

Week 7 Final Paper Page 1 of 15

Introduction

Dr. Scholl's is a company that started out by William Mathias Scholl back in 1906 is a corporation that specializes in over 1000 foot care products. I find the corporation to be a good research topic since I have been seeing advertisings on television and they are very catchy. Dr. Scholl's brand is the only foot care company that has their machines in every store where a customer can go in and just by stepping on the machine will be able to find out what their foot care needs are which is very smart marketing idea. (Read more about it at) http://www.scholl.com/en-GB/SchollHeritage/Page.raction Dr. Scholl's is a division of Schering-Plough, a global science-based health care company with leading prescription, consumer and animal health products which is a huge market. The Dr. Scholl's brand specializes in foot care products since William Mathias Scholl invented his first product, the "Foot Eazer," in 1903. The overall product offerings are centered on solving foot problems like pain, sweaty feet, and other conditions, plus products to promote comfort, like inserts and insoles, as well as woman's shoes which is what my research is based on. Although Dr. Scholl's first introduced gel insoles in 1996, the Dr. Scholl's For Her line of foot care products, designed and marketing specifically to women, was first introduced to the market in 2005 with Dr. Scholl's For Her Open Shoe Insoles. The For Her line has expanded in 2006 with For Her Comfort Insoles and For Her™ Ball of Foot Cushions, and in 2007 with For Her™ Sole Expressions, For Her Heel Liner