Executive summary

This report is authorization by George Liu marketing management of Vibram® China for the purpose of know how the Vibram Fivefingers Flow Barefoot Shoes work in the marketing mix. With the information searching from newspaper, books and internet whose references are attached to the report, Vibram Fivefingers Flow Barefoot Shoes is described in many parts.

The first part is briefly description of Flow Barefoot Shoes and its target market. And then the production strategy, promotion strategy and pricing strategy are discussed separately. The last one is the adjustments and recommendations after analyzing the whole report.
Apart from the newspaper, books and internet, some theories and appendices are also provided to analyze this report.

From the report, we can find Vibram Fivefingers Flow Barefoot Shoes are specialty products with special design for health and wellness to meet the needs of consumer in product strategy. In addition, according to the discussed of promotion strategy, the advantages and disadvantages of using the public relation can also be learned. Last but not least, with two perceptual maps in different life cycles of Flow, the performances of price in the introductory and maturity stage will be showed clearly.

After all the discussion, adjustments and recommendations are given to optimize the structure of producing Vibram Fivefingers Flow Barefoot Shoes. All this adjustments and recommendation are relevant to the marketing mix.

Table of Contents page

Appendix 1- Advertisement of Vibram®Fivefingers® ……………………………………...17
Appendix 2- Advertisement of Vibram Fivefingers Flow Barefoot Shoes…………………..18 Appendix 3- catalogues of Vibram®Fivefingers® in 2012……………………………………19
Appendix 4-Direct Mail for Vibram Fivefingers Flow Barefoot Shoes……………………20 Appendix 5- Poster of Extraordinary Hong Kong Team………………………………………...21

1. Inroduction

This report is commissioned by George Liu of Vibram® China to describe how the Vibram Fivefingers Flow Barefoot Shoes works in the marketing mix.

Too much information about Vibram Fivefingers Flow Barefoot Shoes is relevant or irrelevant. It needs a lot time to collect, classify, process and summarize. As the result of this, the report may be not integrated missing information.

The report briefly describes the Vibram Fivefingers Flow Barefoot Shoes and the target market of it. And then it discusses the product strategy, promotion strategy and pricing strategy in details. Lastly, after the analysis, adjustments and recommendations are given.
References and appendices from internet, books and newspapers are attached to the report.

1.Product and Target Market Description
There are many different categories in Vibram®Fivefingers®. The relevant messages about Flow Barefoot Shoes which is one type of product in Vibram®Fivefingers® are as follows:
1.1 price and features description of Flow
Price
With the prestige of Vibram®Fivefingers®, FLOW is not cheap. According to the high quality and special design for different sports, Flow is RMB1290 on sale in China. (Vibram®Fivefingers®< http://www.vibramfivefingers.cn/html/en/mens-footwear/mens-flow/ >, 2013)

Features
1. Design of phase separation five fingers for health and wellness like strengthening muscles in the feet and lower legs, improving range of motion in ankles, feet and toes, etc (Vibram®Fivefingers®<