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Executive summary — "What is my overall plan?"

This marketing plan for the AKM brand has been created by its three founders to secure additional funding for
growth and to inform employees of the company's current status and direction. Although the company was
launched last year, it has already experienced a variety of situations and has been able to cope with the
demands placed on it, a demand greater than anticipated for its products.

Studies have shown that the product is aimed at fashion and sporty, given that the style of the shoe began to
enter the fashion mainstream last year, and the company offers more casual and sporty clothing. The brand is
also interested in extending its product line by adding new product lines. In addition, AKM plans to explore
opportunities for sports and casual apparel while maintaining its sneaker manufacturing. The marketing
environment has been very receptive to the firm's high-quality goods-casual and sporty sneakers in trendy
colors with logos and slogans that reflect the interests of outdoor enthusiasts around the market. Over the next
five years, AKM can increase its distribution, offer new products, and win new customers.

Our new sneaker brand aims to disrupt the traditional sneaker market by offering a range of stylish,
comfortable, and sustainable sneakers that appeal to a wide range of customers. Our brand values quality
craftsmanship, environmental sustainability, social responsibility, inclusivity, and innovation. Our mission is
to create sneakers that are not only fashionable but also ethically made, using eco-friendly materials and
processes, with an air of comfort in various aspects of a person's daily life. We want to make a positive impact
on the environment and society by giving back to the communities where our products are made.

To achieve our goals, we have developed a unique brand identity featuring a minimalist logo and bold color
scheme. We have also prioritized customization and personalization options to cater to individual customer
preferences. We plan to use social media and influencer marketing to build brand awareness and create a buzz
around our products. Additionally, we will offer a seamless e-commerce shopping experience with fast and
free shipping, and a customer loyalty program to incentivize repeat purchases.

We have identified a gap in the market for sustainable and ethical footwear that is both stylish and
comfortable. Our team has significant experience in the fashion industry, and we have established partnerships
with eco-friendly suppliers and manufacturers to ensure high-quality products that align with our brand
values. We believe that our unique brand identity, commitment to sustainability, and focus on customer
satisfaction will set us apart in the competitive sneaker market and lead to long-term success.

Identify yourself — "Who am I and what are my values?"

Our company AKM was founded by Enerik Baz and Ane Gonzalez, two young visionaries with a more
modern vision but with their classic essence. Its headquarters is located in the Basque Country, with physical
headquarters in the three capitals of the province, although with new openings in Madrid and Barcelona.
Moreover, we will have an online store that allows the consumer to reach it easily. Taking into account its
market, it has a reasonable price to match the rapid boom that usually has products in fashion.

Our company has a youthful, but classic look that tries to keep the attention of people of any age or social
class, taking into account the variety of uses of its product. It consists of a few pairs of sneakers that can be
used in their respective sports, such as basketball or running, or integrated into a more casual outfit in styles
such as bloke-core.

Brand identity: Our new sneaker brand will have a minimalist logo featuring a unique symbol that represents
our commitment to sustainability. Our color scheme will include neutral tones with pops of bold color to make
a statement.
Brand values: Our brand values will include quality craftsmanship, environmental sustainability, social
responsibility, inclusivity, and innovation.
Brand mission: Our mission is to create sneakers that are not only stylish and comfortable, but also
sustainable and ethically made. We want to make a positive impact on the environment and society by using
eco-friendly materials and processes, and by giving back to the communities where our products are made.
We also aim to offer a range of sizes and styles to ensure that everyone feels welcome in our brand.

Situation Analysis
Swot Analysis
• Internal Factors (Strengths / Weaknesses)

Strengths:
- Strong brand values: AKM is a sneaker company that prioritizes sustainability, social responsibility,
and inclusivity and will resonate with customers who prioritize these values in their purchasing
decisions.
- Unique product design: Developing a unique and eye-catching sneaker design can differentiate a new
company from established competitors and generate buzz in the market.
- Skilled and experienced team: A team with experience in fashion design, manufacturing, and
marketing can help a new company develop high-quality products, establish efficient supply chains,
and effectively promote its brand.
- Strong financial backing: Adequate financial backing can enable a new company to invest in quality
materials and manufacturing processes, as well as effective marketing and advertising campaigns.

Weaknesses:
- Limited brand recognition: Our company may struggle to build brand recognition and customer trust
in a market dominated by established competitors.
- Lack of distribution channels: As a new company, we may struggle to secure retail partnerships or
establish an effective e-commerce platform, limiting their reach to potential customers. - Production and
supply chain challenges: Developing and managing a supply chain that meets high ethical and
sustainability standards can be difficult and expensive for a new company. - Limited product range:
AKM may have a limited range of products, which can be a disadvantage in a market where customers
are accustomed to a wide variety of options.
- Limited financial resources: AKM may not have the financial resources to invest in quality materials,
manufacturing, and marketing campaigns, which can limit its ability to compete with larger and
established competitors.

• External Factors (Opportunities / )

A fresh air for the market, the companies with the bigger power focused on this selling field have been up to
the top for a long time and our new product brings an opportunity to try a new thing. In addition, our price will
obtain a good start point, due to the curiosity that our new brand will build in the clientele will be able to be
discovered by all due to its measured price.

- Growing demand for sustainable fashion: Consumers are becoming more environmentally conscious
and seeking sustainable fashion options. A new sneaker company that prioritizes sustainable
materials and processes can capitalize on this trend.

- Increased interest in streetwear: Streetwear is a growing fashion trend that is characterized by casual
and comfortable clothing, including sneakers. A new sneaker company that offers stylish and unique
streetwear-inspired sneakers can appeal to this growing market.
- Expansion of the athleisure market: The athleisure market, which blends athletic and casual wear, is
expanding rapidly. A new sneaker company that offers comfortable and versatile sneakers that can be
worn for both athletic and casual activities can benefit from this trend.
 - Rise of customization and personalization: Consumers are increasingly seeking customized and
personalized products to suit their individual preferences. A new sneaker company that offers
customization options for materials, colors, and designs can appeal to this growing market.

- Growth of e-commerce: The growth of e-commerce has made it easier for consumers to shop online
and discover new brands. A new sneaker company that invests in a user-friendly e-commerce
platform and utilizes online marketing strategies can reach a wider audience and increase sales.

- Collaborations and partnerships: Collaborations and partnerships between fashion brands and other
industries (such as technology or sports) have become increasingly popular. A new sneaker company
that partners with other brands or industries to create limited-edition products or events can increase
brand exposure and reach new customers.

Identify your target market (Who are my customers?)

Overall, the target market for a new sneaker brand centred on sporty and fashionable sneakers may vary based
on factors such as age, lifestyle, interests, and values, but generally would include individuals who prioritize
style, comfort, and performance in their footwear. The target market for a new sneaker brand centred around
sporty and fashionable sneakers would be a diverse group of active individuals, fashion-conscious consumers,
younger generations, sneaker enthusiasts, and those who value sustainability and ethics in their fashion
choices

Our company offers products for men and women and even unisex sizing, as it is centred on young adults.
Considering that we will have products in three ranges, high end, medium and low, different depending on the
needs of the customer, families of all economic classes could afford it. The product will be more focused on
Western cultures, since it will be used by people with a taste for running or by fashion enthusiasts, and these
two concepts are more popular in these cultures, such as European or American for example.

- Young adults (Millennials and Gen Z:): The brand may target young adults, particularly those in the
18-34 age range, who value style and comfort and are likely to wear sneakers for both athletic and
casual activities. These generations are known for valuing comfort, style, and authenticity in their
fashion choices. A new sneaker brand that combines sporty and fashionable elements could resonate
with these demographics.

- Athletes or Active individuals: The brand may target athletes, both amateur and professional, who
need sneakers that can provide support, comfort, and performance during their workouts or
competitions. The brand's focus on sporty sneakers makes it likely that active individuals who engage
in physical activities such as running, working out, or playing sports could be a target market.

- Fashion-conscious individuals: The brand may target fashion-conscious individuals who want
sneakers that can elevate their style and complete their outfit, and also an emphasis on fashionable
sneakers appeal to consumers who prioritize fashion and style in their footwear choices. Moreover,
The brand may target streetwear enthusiasts who are looking for unique and fashionable sneakers to
complement their style with more sporty and runner-style products. In addition, a large and growing
community of sneaker enthusiasts and collectors who value unique and limited edition designs can
also reach to our company, a new sneaker brand that offers exclusive designs or collaborations could
attract this market.
Needs and Preferences (of our target customers)
Once you have defined your target customers, you must learn about their needs and preferences. Overall, a
new sneaker brand centred around sporty and fashionable sneakers will need to consider the various needs and
preferences of its target customers to create a product that appeals to them.

- Comfort: Active individuals who engage in physical activities require comfortable sneakers that
provide adequate support and cushioning. They may prefer sneakers with features such as breathable
 materials, shock absorption, and flexibility.
- Style: Fashion-conscious consumers, Millennials, and Gen Z prioritize style and uniqueness in their
fashion choices. They may prefer sneakers that have a trendy and eye-catching design, with bold
colours, prints, or patterns.
- Quality: Customers who prioritize durability and longevity in their footwear purchases will value high-
quality materials and craftsmanship. They may prefer sneakers made from durable materials such as
leather or synthetic materials known for their strength and resilience.
- Customization: Some customers may prefer the option to customize their sneakers according to their
preferences. This could include choosing different colours, materials, or design features to create a
personalized and unique pair of sneakers.
- Sustainability: Customers who value sustainability and ethics in their purchasing decisions may prefer
sneakers made from eco-friendly and recycled materials. They may also prefer brands that prioritize
ethical production and fair labour practices.
- Limited editions and collaborations: Sneaker enthusiasts and collectors may be drawn to limited
edition and collaboration releases. They may also appreciate sneakers that have a unique story or
meaning behind them, such as partnerships with artists or athletes.

• Which of their challenges can you solve?

Our brand could differentiate itself from its competitors and build a loyal customer base that
values comfort, style, sustainability, and exclusivity.

- Lack of comfortable and stylish options: Active individuals who engage in physical activities may
struggle to find sneakers that offer both comfort and style. AKM sneaker brand is centered around
sporty and fashionable sneakers could solve this challenge by offering a wide range of options that
provide adequate support and cushioning while also being on-trend and stylish.
- Limited options for customization: Some customers may struggle to find sneaker customization
options that allow them to create a personalized and unique pair of sneakers. A new sneaker brand
that offers customization options could solve this challenge by providing customers with the ability
to choose different colors, materials, or design features to create a personalized and unique pair of
sneakers.
- Limited options for sustainable and ethical footwear: Customers who prioritize sustainability and
ethics in their purchasing decisions may struggle to find sneakers that align with their values. A new
sneaker brand that prioritizes sustainability and ethical production could solve this challenge by
offering eco-friendly and recycled materials and fair labor practices.
- Limited options for unique and exclusive designs: Fashion-conscious consumers, Millennials, and
Gen Z may find it challenging to find unique and exclusive sneaker designs that stand out from the
crowd. A new sneaker brand that offers exclusive designs or collaborations could solve this challenge
by providing customers with limited edition and one-of-a-kind options.

• What are their needs and expectations regarding this product or service? - Comfort and functionality:
Active individuals who engage in physical activities will need sneakers that provide adequate support and
cushioning for their feet while engaging in various physical activities.
- Style and fashion: Millennials and Gen Z, in particular, place a high value on fashion and style. They
expect sneakers that are on-trend, fashionable, and can be worn with different outfits.
- Sustainability and ethical production: Customers who prioritize social and environmental
responsibility will expect a new sneaker brand to use sustainable and eco-friendly materials, and
prioritize fair labor practices in the production process.
- Exclusivity and customization: Some customers may want to stand out from the crowd and express
their individuality by owning unique and exclusive sneakers or customizing their sneakers to fit their
personal preferences.
- Convenience and accessibility: Customers will expect a new sneaker brand to be easily accessible,
with an online presence, a user-friendly e-commerce platform, and fast shipping and delivery
options.

• What types of things do they desire? What do they spend their money on?
 The market desires a wide range of things depending on various factors such as geographical
location, economic conditions, demographics, and cultural values. However, there are some common
types of things that are generally in demand in the market:

- Basic needs: These include food, clothing, shelter, and other essential items required for survival. -
Consumer goods: These include products such as electronics, appliances, personal care items, and other
products used for daily convenience.
- Luxury items: These include high-end products such as luxury cars, watches, jewelry, and other luxury
goods that are associated with prestige and status.
- Experiences: Many people value experiences such as travel, entertainment, and dining out. - Health
and wellness: Health and wellness-related products and services are in demand as people become more
health-conscious
- Convenience: With busy lifestyles, consumers value products and services that make their lives easier
and more convenient.

• Where do they shop?

In recent years, online shopping has become increasingly popular, and many people now prefer to
buy products and services online. E-commerce has grown rapidly, and customers can now purchase
products from a wide range of online retailers such as Amazon, Walmart, and Target, as well as from
smaller businesses that sell products online.

However, brick-and-mortar stores are still a popular shopping destination for many people. Grocery
stores, department stores, and speciality stores remain popular, especially for products that customers
prefer to see and touch before purchasing. In addition, many customers still prefer to shop in physical
stores for the social experience and the ability to get immediate assistance from store staff.

• How do they make spending decisions?

The market, or consumers, make spending decisions based on a variety of factors, including their
personal needs and preferences, financial situation, product features, and marketing and advertising
messages.
es related to footwear. The primary product of the brand is sneakers, which are shoes designed for sports or
casual
Describe the product or service
AKM is a sneaker brand that offers a variety of products and servic wear, typically featuring a rubber sole and
a flexible upper made of canvas or leather. In addition to their main product, a sneaker brand may also offer
other types of shoes such as boots or sandals, as well as clothing and accessories such as socks, hats, and bags.

The services offered by our sneaker brand include:

1. Customization: AKM offer customization services, allowing customers to personalize their sneakers
by selecting different colors, materials, and designs.
2. Repair and maintenance: Our new sneaker brands may offer repair and maintenance services to keep
their customers' shoes in good condition.
3. Online shopping: Many sneaker brands offer online shopping options, allowing customers to
purchase products from the comfort of their own homes.
4. In-store experiences: AKM offer in-store experiences such as sneaker launches or special events,
where customers can interact with the brand and other sneaker enthusiasts.
5. Brand partnerships and collaborations: AKM will often collaborate with other brands or designers to
create limited edition or exclusive products.
Overall, a sneaker brand provides a wide range of products and services that cater to customers' needs for
comfortable and stylish footwear.

Know your competitor

These brands produce a wide range of sneakers for different purposes, including athletic performance,
casual wear, and fashion. Each brand has its unique style, design, and features, and they compete with each
other to attract customers through marketing, product innovation, and brand image
- Nike
- Adidas
- Puma
- Reebok
- New Balance
- ASICS
- Under Armour
- Vans
- Converse
- Skechers

Define your Marketing Mix

• Product - Sneakers with special materials to be able to do sport without damaging the shoe and the foot,
as well as be used for casual fashion
• Price - from 35-120 € will cost our product, and t 70€ more or less is what a sneaker costs nowadays • Place
- We will sell our products in online shops such us zalando or footlocker and in some physical stores we will
open in Madrid, Donostia and Barcelona
• Promotion - We will have different publishing campaigns, such as collaboration with influences,
collaboration with big selling brands and retail brands such us stockX; moreover that will be
followed by campaign in social media to become more accessible. For all of these, a marketing and
punishment company will help us to be able of creating this in the best condition possible and make
our product trendy..
Objectives

As for our objectives we have at least two clear ones, first we want to expand our company globally, since we
see it as a brand of sneakers. We would love to firstly make use of social media and online shopping to make
this possible, we will also use collaborations with influencers from all corners of the world and many
advertising campaigns with a lot of export. Moreover, being a company located and created in the Basque
Country, we have an added facility to s,hare our shoes throughout Europe, ,and then internationally, to
American, Asian or Oceania countries.

Secondly, we would like to reach a competitive level with the biggest sports and apparel companies today;
companies like Nike, Adidas or Asics. We are confident that our company by offering a product accessible to
all types of people, whether they are of any age thanks to the sizes, mostly in an age range of 5 years to 55, or
their economic level thanks to its price variation. Or on the other hand with the great publication that we are
going to have, and our collaborations with very famous sneaker stores will ease the way for us greatly.

Finally, our third objective is to find the optimum quality of our shoes. As time goes by, we will see where our
shoes are lacking, for example in terms of cushioning, water resistance, shock resistance, the fabric we use, or
where our customers feel discomfort. To achieve this, we will ask for help from our buyers with experience in
our products, in order to obtain their most honest opinions. Keeping in mind that the best way to see where we
fail or where we excel is to ask a third party external to the brand, and the most reliable in this is the clientele
that is used to use us.

Provide a review date — "When will I revisit my plan?"

Remember that styles, markets, and goals change, and therefore so should your plan. You will likely want
to update it at least once a year, or more often as needed.
ANALYSIS

This document has many important elements for a marketing plan, such as defining objectives,
identifying the target market, describing the product and competition, and defining the marketing mix.
However, to be a good marketing plan, it would be missing some key elements, such as a detailed
SWOT analysis, a clear positioning strategy and an integrated communication strategy that includes
advertising, public relations and digital marketing. It would also be important to include a detailed
budget and a monitoring and evaluation plan to measure the success of the marketing initiatives.

I would like to know more about the contact, its website.

I would like to know a list of materials used/ the options given.