CIA - III

MARKETING MANAGEMENT

Submitted to
DR. SUNITHA KUMAR

By
SATHWIK REDDY S
2128325
MBA – R

MBA PROGRAMME
SCHOOL OF BUSINESS AND MANAGEMENT
CHRIST (DEEMED TO BE UNIVERSITY), BANGALORE

January 2022
 INDEX

• INTRODUCTION OF THE PRODUCT

• MARKETING MIX
• PRICING STRATEGIES
• PROMOTIONAL TECHNIQUES
• DISTRIBUTION CHANNEL IN NATIONAL AND GLOBAL
 RIDERZ
Riding boots
INTRODUCTION
RIDERZ Riding boots are for various reasons; Riderz Boots are prevalent in
the motorcycle street riding and track day racing cultures. Few manufacturers
can match the level of quality that Riderz Boots provide at such an affordable
price. Riderz Motorcycle Boots are worn by everyone from rookie riders to
MotoGP pros since Riderz has a wide selection of boot styles for all sorts of
riding.
Riding boots are Specifically developed to protect motorcycle riders' legs from
damage by protecting the ankle, heel and toes. Professional bike riders
competing in championships also use these boots (bike racing). People use them
more frequently to protect their legs from probable bone fractures when on
adventure tours and road vacations. The shoes are also designed for sports such
as riding a bike or a motorcycle. The boots are comfortable and sturdy,
protecting racers, bikers, and riders from road slides. They're also grease and
petrol resistant. Riding boots have a toe slider, shift pads, closing straps, heel
counters, and soles that all help to keep the user safe.(Brohi et al., 2016).
Riding boots comprise sturdy materials that provide grip against friction wear
and tear. (Nigg et al., 2005)Due to its soft rubber bottoms, flexible fit zip-on-
the-footwear, lightweight microfiber construction, and over-injected front and
side panels that allow for easy step-in, riding boots are in great demand. These
characteristics have enhanced market sales and growth rates by resulting in the
proper size and form of riding boots with a secure fit and design to optimise
well-being.
MARKETING MIX ANALYSIS
Management must give special attention to marketing or distribution of items since
manufacturing is pointless unless things are sold. The marketing mix refers to arranging and
mixing various marketing elements to achieve corporate goals. Product, pricing, location, and
promotion are the four components of the marketing mix. Riderz’s s marketing strategy
examines the brand using the marketing mix framework, which includes the four Ps (Product,
Price, Place, Promotion). Product innovation, price strategy, promotion planning, and so on
are all examples of marketing tactics. These marketing methods, based on the Riderz
marketing mix, aid the brand's success. Riderz's Marketing strategy helps a brand/company
achieve its business goals and objectives by positioning itself competitively in the market.

PRODUCT
Riderz is an Indian firm that manufactures outdoor footwear, gear, and equipment. Riderz’s s
marketing mix includes a diversified product portfolio that provides for several goods for men
and women, such as footwear and gloves. Riderz’s s main product is leather shoes, which
also employ synthetic rubber, but the company has expanded its product line to include
garments and accessories over time. Riderz aims to learn about its customers' needs and
then create hand-stitched leather shoes with a durable rubber sole that can be worn in all
seasons. Riderz’s s product is designed with the user's comfort in mind. The product type of
Riderz are:
• Long and Short Riding Boots,
• Yard Boots,
• rubber boots
• Paddock Boots,
• Jodhpur Boots

Riding boots are in high demand because to their soft rubber bottoms, flexible
fit zip-on-the-footwear, lightweight microfiber construction, and over-injected
front and side panels that allow for simple step-in. These traits have resulted in
the right size and form of riding boots with a secure fit and design to optimise
well-being, resulting in increased market sales and growth rates.Riderz is
recognized for its premium quality items that are far better looking, have a high level of
durability, are suitable for traveling, and can be proudly worn anyplace. Riderz’s s image has
always maintained high demand among customers, and that demand has only grown over
time. As a result, Riderz opted to use competitive pricing as part of its marketing strategy.
Riderz will be able to keep up with market demand due to this. The only thing that Riderz
should be concerned about is that when the price of their items rises, so will customer
expectations. Consumers will demand the same amount of value in exchange for their money
spent on Riderz products. So Riderz will need to keep up with the quality of their products.
They keep the price very competitive to try to position well in the market. Based on the
product type and size, the price is determined, and the pricing range starts from 5000 and
goes all the way up to 35000; the size offered is global UK size starting from UK size 5to8
and UK size eight and above and price also defers from each dimension.

PRICING STRATEGIES
A pricing strategy is a method of deciding the price of a product or service by considering
several factors such as resource consumption, market circumstances, consumer ability,
demand and supply, and product requirements.
FACTORS INFLUENCING PRICING DECISION
DEMAND: There is price elastic demand customers are sensitive to price
changes as there is enormous market competition.
COMPETITORS: The product has another design, so there is no direct
competition, but there is indirect competition from other brands Spartan
ProGear Co, Cavallo, Alpinestars, Klim
PRICING STRATEGY: Penetrating pricing strategy can be used as the average
price of the boots is Rs 15000, cost of Alpinestars and Klim is 20000.
Product line Pricing to create different degrees of perceived quality in the
perspective of customers. Product line pricing is the division of items and
services into cost categories. Product line pricing seeks to maximise revenues
by positioning new goods at the most expensive price point with the most
features or the most cutting-edge individual features.

Place
Riderz focuses on two countries: India and Germany. It operates over 200 large shops around
the country. Riderz has a knack for picking excellent layout locations. Its headquarters are in
Bengaluru, and it has covered all Tier 1 cities before concentrating on Tier 2 and 3 cities in
recent years. Instead of opening modest businesses to expand in these two levels, Riderz
began to build large showrooms to target middle-class customers. Riderz's plan aids in
correctly distributing items around the region and ensures that each product is delivered at the
appropriate time and location. Riderz's whole distribution chain works with exclusive
retailers, allowing them to display more items on shelves and boost product visibility.

Promotion
Riderz primarily advertises its products on television, newspapers, and the internet. IT
produces memorable taglines, provides discounts and special deals, and organizes festival
sales. It also participates in various sales exhibitions to raise awareness of its products. Riderz
has already established a reputation for being a high-quality, long-lasting, and daring brand.
These campaigns are solely intended to remind clients of the exceptional quality of Riderz
products and ensure that when purchasing, Riderz is the only brand that comes to mind. As a
result, this provides an overview of Riderz's marketing mix.

PROMOTIONAL TECHNIQUES
 In the Indian market, the product will be sold using a pull strategy to gain market share in
the industry, but we can use a push strategy in international countries. The product will
first be produced in India and then pushed into foreign markets using sales-driven
approaches.

• ADVERTISING

Make use of celebrities to symbolize the ideal consumer using

Racers and bikers of MotoGP

In mass media advertisements, explain the product's purpose, its

importance
• YouTube endorsement
YouTube Ads are one the promotion and endorsing the brand through
YouTubers and YouTube Content Creators who do videos on the motorcycle
and Moto vlogging, and this is one of the recent and best ways of promoting
• Direct Selling
Direct selling is a type of offer communication in which businesses connect
directly with a pre-selected client and provide a way to respond. It's also
known as direct response marketing among marketers. Employees at the store
can be taught how to help consumers They should know all there is to know
about the product and be prepared to answer any queries clients may have.
They must persuade the buyer to purchase the goods. Customer referral reward
programs and offers on other Motorcycle Bike Accessories are communicated
directly with target customers and motorcycle showrooms.

• Social Media

Social media marketing is the use of social media to connect with your people and
customers in order to promote their brand, increase sales, and drive website traffic. Facebook,
Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat are the most popular social
networking sites.

Distribution channel strategies

 • Online
o Company Websites
o E-commerce Websites
• Offline
o Specialty Stores (Franchise Store)
o Hypermarket
o Other (Retail Stores etc.)
global communities:
Direct-to-consumer Inline and factory retail shops, as well as e-commerce sales through its
website, are all sources of revenue. Riderz now sells their items on e-commerce sites such as
Amazon and eBay.
The intensive distribution uses as many outlets as possible Selling products to wholesalers
in the US and international markets
BRAND WEBSITE: It has its brand website, and it is going through the Business 2
Business (B2B) delivery Riderz Direct, one of its distribution channels, focuses on direct
selling to consumers. When comparing Riderz's distribution methods, direct consumer sales
give larger profits than wholesaler sales.Riderz has always prioritized providing customers
with high-quality, one-of-a-kind items. The majority of Riderz items are market leaders in
their respective sectors. Depending on consumer demands, the corporation spends heavily on
R&D for new technologies and their applications for existing product lines.

local/national:
Direct distribution Direct distribution is the marketing and selling of items to customers
away from a permanent retail location when a product is supplied directly from the maker to
the consumer.

Selling Through Intermediaries When there are numerous small manufacturers and small
merchants, and an agent is needed to coordinate a large supply of the goods, the most indirect
route is chosen. (Manufacturer –> agent –> wholesaler –> retailer –> consumer)

EXCLUSIVE BRAND STORES There are exclusive brand stores in major cities like
Chennai, Bangalore, Delhi, Kolkata, and Mumbai.

Selective distribution relies on lesser intermediaries while still maintaining sales Riderz
stores are the flagship direct retail outlets of Riderz. Riderz Stores are strategically located in
major towns' busiest and most posh commercial areas and inside big malls.

Wholesale, RIDERZ-owned and operated retail outlets, and eCommerce stores.

Reference
Brohi, H., Prithiani, J., Abbas, Z., Bhutto, A. H., & Chawla, S. K. (2016). Strategic Marketing Plan of
Nike. SSRN Electronic Journal, April. https://doi.org/10.2139/ssrn.2760631

Nigg, B. M., Stefanyshyn, D., Cole, G., & Boyer, K. (2005). Footwear Research - Past , Present and
Future. c.

Riding Boots Market - Global Industry Analysis, Size, Share, Growth, Trends,
and Forecast https://www.transparencymarketresearch.com/riding-boots-
market.html