Campaign

Lisa VanderZanden

Final Project

12/18/09

Shuya Media Plan

Introduction

Shuya, an economically affordable shoe retailer, is a thriving provider of trendy and stylish shoes that has become a prominent competitor in the retail shoe industry. Like other companies such as Payless Shoes and Famous Footwear, Shuya is a highly successful retailer of shoes targeting women between the ages of 18 to 49. It is seen as an influential provider of fashionable, yet affordable shoes that may serve many purposes, such as evening wear, athletic, casual, etc. In the next few pages, I will illustrate my thoughts for Shuya’s 2010 media plan. With a budget of $35 million, the goal was to be as efficient as possible in both national and local markets, as well as aiming to succeed in utilizing the brand’s main market drivers of awareness, activation, and word-of-mouth buzz.

Target Audience

The target audience for Shuya, as stated above, is all women between the ages of 18-49, representing around 670 million people in the United States. There was much debate on whether the target should be narrower, reaching solely mothers within that age range, but SMRB data showed that it would be more efficient and profitable to include all women, including moms. The data shows that although a large number of women have kids under the age of 18, with an index of 135, an equal number of women do not have children in the household and show an average index of 130. Even though a larger percentage of women who shop at bargain retail shoe stores do have children, over 50%, the women who do not have children represent a considerable amount of the population with over 20%. Another option for the target market was targeting only women between the ages of 18-34, the data further reveals that although this age group could be a profitable opportunity, there is potential for higher sales with the broader 18-49 age group, as they represent 60% of women in the US, double the population of women...