Sperry Boat Shoes
– The target market for Sperry boat shoes is teenagers and young adults looking to seek comfort
in style.
1. Geography: These shoes are offered all over the world
2. Demographics:
a. Age- 13-30
b. Gender- Male and Female
c. Income- The income range of the target market is between $50,000-100,000
d. Ethnicity: Anyone can wear shoes
e. Family Lifestyle: young adults and teenagers wear these shoes for fun social influences.
3. Psychographics
a. Personality: People that usually wear these types of shoes are more laid-back and outgoing,
(a little more on the classy side)
b. Motives: People wearing this shoe will have the motive that they look good. They will have
the motive that they are stylish and fit in. They will have the motive of a positive attitude around
others.
c. Lifestyles: People with these shoes will have a laid-back lifestyle that likes to go with the
flow. Their lifestyle will also include being around outgoing people, also likes things more so on
the fancy side.
4. Benefits Segmentation: The benefits of wearing these shoes are, if you are a young man
with good style, these shoes are in style and a benefit for you is that girls like the shoes. More
benefits for this shoe is that they are comfortable for anyone to wear and a benefit of that is that
your feet won’t get sore after wearing them. They also make you feel good about yourself and
drives you to be the best person you can be.
5. Usage Rate Segmentation: These shoes are one of the most popular shoes in today’s
lifestyle. Even though the shoes are a bit pricey, the people like them so much that they will pay
anything to get the comfiest shoes on their feet.
Product Strategy
1. Product Classification: I am choosing Convenience Product because Sperry boat shoes
are widely available and they are purchased frequently with minimal effort which falls into the
Convenience product category. Sperry’s can be found readily where it does not require the
consumer to go through an intensive decision-making process.
2. Describe the Branding used for Sperry’s:
a. This product has individual branding because they are their own company and they want to
have their own image to their product. This product has its own unique position to where it can
go in any direction that they want to in the marketing point of view. There isn’t any other shoe
that looks like Sperry’s therefore they use individual branding to generate their own image for
the company.
b. The brand name is Sperry. They own a lot of different styles of Sperry’s and the most
popular one is Boat shoes. They were designed in 1935 by Paul A. Sperry. His older brother
Armstrong Sperry, often wrote books that featured a sailing theme which started the idea.
Sperry’s, or Top–Siders, were the first “boat shoes” introduced in the boating and footwear
markets.
3. Describe the Packaging for this product
1. Containing and Protecting the Product- Containing and protecting this product is
pretty straight forward. For this product, Sperry boat shoes, shoes don’t really get destroyed in
the package when you ship them. They put them in a box and put the paper around them so they
don’t get scratched up in the process of shipment.
2. Promoting the Product- Sperry uses this packaging strategy by putting the shoes into a
box that is designed by themselves. They have the name of the company on the box so that when
the customer receives the package, they know exactly what it is.
3. Facilitating Storage, Use, and Convenience- Sperry makes it easy to ship, store, and
stock their product on shelves. Package features can make packaging convenient. The features
that this company includes are disposable packages, easy to open the package, and the ability to
reuse the package. The size of the package is convenient for shipping because the shoes aren’t
