Vibram Five Fingers
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Transcript of Vibram Five Fingers
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Thursday, March 21, 13
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Overview
What the hell are these things anyway?
What are people saying about them? And why aren’t more people using them?
Our Strategic Insight
The Big Opportunity
Creative Executions
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A shoe designed to provide necessary protection to the feet while offering a natural “barefoot” athletic experience.
What are Vibram Five Fingers?
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Initial Research
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Initial Research
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Initial Research
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Initial Research
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Initial Research
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Initial Research
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Initial Research
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Initial Research
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If Five Fingers are that good, then WHAT is the problem...?
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To find out, we went to the streets...
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We asked people the following...
How long have they been running?
What brands have they been using over the years?
When it comes to buying running/workout shoes, what’s the main thing they look for?
Do they know about VFF’s?
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Five Fingers Non-Users Say...
They’re a fashion statement
I’m w
orrie
d my b
ody
can’t
supp
ort t
hem.
I don’t like toe-socks
They look weird
They look funny
They look like
monkey-feet
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Actual Five Fingers User
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Actual Five Fingers User
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Actual Five Fingers User
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Actual Five Fingers User
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Actual Five Fingers User
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What’s actually going on out there?
60% Market Share in Minimalist footwear market
Observed only 4 pairs on over1,000 runners
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The Problem
People are nervous to try Vibram Five Fingers for petty reasons:
Social acceptance
The risk of ditching routine to try something new
Users we found
Only used Vibrams after recommendations by their parents/fiancé/doctor or
Middle-aged and care less about fashion
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We Defined Our Challenge ...
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We Defined Our Challenge ...
How do we convince the target market to purchase the Vibram Five Fingers despite their unconventional appearance and function?
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Desired CustomerRyan Nornberg - 23Recent International Business graduateEntry-Level Outside SalesmanEnjoys running, biking, swimming, and tennisAvid Packers fanAmateur Guitar PlayerFluent in English and GermanShops at J-Crew, Nordstrom Rack, and Dick’s Sporting Goods for clothesConcerned about his appearance and social acceptanceConsiders himself a trend-setterLoyal to Brooks running shoesSpends upwards of $100 on athletic shoes every year
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Our Objectives
Eliminate any hesitation or apprehension felt about the product.
Convert curiosity and willingness to try the product into action (trial or purchase).
Ignite a Movement!
Anxiety Curiosity Action
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Being barefoot in public is seen
as a taboo by society.
The Strategic Insight
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The Opportunity
Jiu Jitsu
Weakness Strength
A matter of fashion.
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What’s the Big Idea Here?
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What’s the Big Idea Here?
People who wear Vibram Five Fingers are comfortable with themselves.
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What’s the Big Idea Here?
People who wear Vibram Five Fingers are comfortable with themselves.
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What’s the Big Idea Here?
People who wear Vibram Five Fingers are comfortable with themselves.
Everyone else is uncomfortable.
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People value comfort, price, and appearance when choosing a pair of athletic shoes.
Existing reputation for superior comfort and freedom.
Non-users find their appearance shocking and curious.
Viewed as a fashion statement.
Why this works...
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Find your vibe
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thank you!
Thursday, March 21, 13