Case Study Question Topics Scanning the Environment o CREST Model Marketing Research Market Segmentation, Targeting, and Positioning 3 o Market Segmentation Variables, Target Market o Perceptual Positioning Map Consumer Decision Making o Consumer Decision-Making Process Strategic Planning for Competitive Advantage o SWOT Analysis o Setting SMART Marketing Objectives Ethics & Social Responsibility in Marketing o Corporate Social Responsibility & Ethical Behaviour in Business

Vessi Footwear - the waterproof sneaker Vessi Footwear is a Canadian company that has been selling waterproof knit sneakers for men and women in out of Vancouver, B.C., Canada since 2018. The sneakers are designed to fit, feel, and perform like a regular shoe, yet protect against all types of weather. They are produced using patented Flash Knit technology, which has reduced the knitting time from 45 minutes to only 7 minutes per shoe - this reduced every pair's carbon footprint by over 600%. The proprietary one-piece circle knitting manufacturing process means there are no seams to allow water to come through. The shoes are easy to clean due to its Flash Knit material and hydrophobic surface treatment. Once they get dirty, they can simply be washed with water-based soap under a running tab of water or in the washing machine. Despite the sneakers being waterproof, they are breathable and use moisture-wicking technology to wick away sweat and heat from inside the shoe. The footwear is also 100% vegan and lightweight, looks stylish, and keeps feet and socks cozy and dry no matter the weather. The cityscape sneakers are the most popular model (see images) and are available for $135 CAD plus taxes on the company website (www.vessi.com) in sizes US 6 - 11. Vessi offers free standard shipping and 90-day exchanges. The sneakers are made in Taiwan, where factories are unfortunately experiencing supply and worker shortages because of the pandemic right now, so there have been supply issues. MARK1120 Introductory Marketing Fall 2020 2 Reviews on Clean Touch's facebook page and website have been very positive - the only complaints by some users are that the shoe does not come in sizes smaller than size US 6 or half sizes and that the laces come undone easily. Also, some consumers complained that the sneakers were not as durable after wearing them consistently every day for work and after work activities, which could mainly be traced back to manufacturing defects in the sneakers themselves. The main competitors for Vessi include the waterproof Loom Footwear sneakers ($129 CAD plus shipping from the USA and taxes on loomfootwear.com), the Wool Runners from Allbirds that are not waterproof ($135 CAD plus taxes and shipping on allbirds.ca), and Columbia's waterproof Facet 45 OutDry Mid Shoe ($190 CAD plus taxes and shipping from columbiasportswear.ca). Loom is also made from vegan materials, does not provide half sizes and customers complain that the shoe sizes are actually smaller than what they should be. They are a US company and do not provide free shipping. Allbird's Wool Runners are carbon-neutral and made from ethicallysourced materials, but they are not waterproof. Columbia's Facet 45 OutDry Shoes are for all-terrain traction trail shoes. They are waterproof, but not vegan or carbon-neutral. Vessi Footwear is aware of the growing consumer interest in a healthy lifestyle and current sharp increase in consumer demand for versatile footwear due to COVID-19 and is asking for your help in crafting a winning marketing plan for them to be successful here in Vancouver.