Eliza Minden Ballet Shoes

426 Words2 Pages
Target Market Selection Eliza Minden should target professional dancers. Professional dancers are aware of how ballet slippers should fit and function, including breaking in slippers. Because of this familiarity professional dancers will be able to truly evaluate the superior durability and comfort, and the benefits of a dance-ready slipper. Professionals are heavy individual consumers, but can also influence production companies to make even greater purchases. Professionals also have influence over students, either through their status and renown, or through the process of teaching. The student market should not initially be a main pursuit. While parents are invested in the safety of their children, they may not be willing to pay a higher price for slippers for a variety of reasons. Some parents might be uncertain if their child will continue in ballet, and may opt for a less expensive beginning slipper. Children also grow quickly which may lead to aversion of spending on shoes that will quickly be outgrown. Also, students aren’t experienced in what a slipper should be or how they should fit, and would be unlikely to fully appreciate the technology of Minden slippers. Target Market Feature Highlights Professional dancers will most appreciate the comfort, durability, and the lack of break in. A heightened comfort and fit will aid in the reduction of stress and injury, which not only benefits dancers now, but may lengthen a dancer’s career life by protecting their feet. More durable slippers permit dancers to spend less while dancing more. Breaking in slippers is an intensive practice, requiring time and effort to stress the slippers without visibly marring them. Eliminating the need to break in slippers permits dancers to have more time for other pursuits. Sales Price I believe a sales price of $94 would be appropriate. This price would utilize aspects of
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