“Kinky Boots” by Julian Jarrold Essay Example

he has to analyze and segment the market and target the potential customers, which are the drag-queens. By offering one or more products to a single segment, he decides to develop a concentrated targeting strategy. Moreover, he has to positioning his product, he develop a marketing mix that provides a competitive advantage in the minds of the selected target market. He created, in England, a product that is a high-heel shoe with a steel structure that can support male’s weight.

Compared to the female shoes, Price & Sons shoes are more resistant and this is the main advantage for the target customers. Charlie wants to promote his new type of shoes in the fashion shoes in Milan to be known by the drag-queen community all over the world and be the first to product this kind of shoes. However, Charlie has to face to some ethical and sociocultural issue. Indeed, at this time in Northampton, it is looked down to be a drag queen, it has a bad reputation. Consequently, the firm could not to be taken seriously. Finally, Charlie promote for the first time his new high-heel shoes at the fashion shoes show in Milan.