CASE 4: GEOX: Breathing Innovation into Shoes

1. What is the next marketing strategy for Geox?
Other than Geox’s current marketing strategy, selling “Respira shoes”, Geox may consider other ways of marketing. For example, some people suppose that Geox shoes are sort of technological shoes, which easily enable people not to think about their fashion sides. But actually a lot of celebrities are wearing Geox shoes, even some Hollywood stars, which can be effectively used in the advertisement, stating that Geox is not only comfortable but also fashionable. This strategy may attract younger people, who is a big and usual-change group for shoes, like other shoes giants do.
2. How does Geox win some share in the sports shoe market, facing the current giants ?
Geox has bought Diadora, a sports shoe brand of Italy. Diadora has great advantage to enable the Geox to broaden the sports shoe market. For another profitable market, golf shoe market, Geox may consider to establish a new sub-brand. Because Geox is casual style in people’s minds, which attributes to its powerful and clear maketing, sub-brand may change people’s fixed thoughts for Geox.
3. Geox has established cooperation relationship with China Agent, what strategy will Geox take to deeper explore the China’s market?
Geox in Italy, other countries in Europe, and North America, all sells shoes for all age, and the apparels. But in China, Geox specializes in shoe shops, with fewer kinds sold than those in other countries. China is a big and growing market, which Geox should greatly pay attention to. Geox may transfer some production and inspection departments from Europe to China, and open up more shops with diversified commodies.