Question

(The strategic case on pages 59-60 and answer the questions on page 60.)
Questions?
1. How would you define the target market for Sseko Design sandals?
2. Explain how the marketing mix that Liz developed helped reach her target market.
3. Are there any advantages to Sseko in being a for-profit company that is trying to engage in social entrepreneur-ship in building its brand?

Answer 1

(1): The target market for Sseko Design Sandals comprises of women who have a liking for ribbon sandals. The women in the target market are fashionable and also have a desire to give it back to the society by supporting a social cause.

(2): Liz developed a marketing mix based on the 4Ps – product, price, place and promotion – in a manner that made the product valuable to the target market. The product in this case is footwear sandals and these are highly functional in nature. Besides the product also serves as a fashion statement. The product was positioned as being both functional as well as fashionable. The price at which the sandals were being sold was not too high and kept at levels that ensured accruing of reasonable profits. The promotion of the product was strong and relied on digital medium through You Tube videos, and featuring on reality shows. This gave the brand prominence in a gradual manner.

(3): Yes, there are clear advantages to Sseko in being a for-profit company that is trying to engage in social entrepreneurship in building its brand. This is because engaging in social entrepreneurship will enable the brand to create a stronger goodwill for itself. People will trust the brand and associate more positively with the brand. Also their for-profit model will help them build a sustainable business practice that will provide jobs to people, contribute to economic growth and lead to value creation.