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Matrix Footwear - Case Study: What Are The Factors You Should Consider While Making Product / Market Decisions?

1) Matrix should expand into the youth market and fashion accessories market to capitalize on higher margins in those segments and change its image from a basic brand to a more complete brand. 2) Factors to consider include a lack of expertise in youth and fashion, protecting Matrix's image as an affordable brand, and operational changes needed across inventory, marketing, and production. 3) Moving Matrix from low-cost footwear to premium products would significantly impact customers' perceptions of the brand's value proposition and change the purpose of visiting Matrix stores and the customer segment.

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Jitendra Maheshwari
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110 views1 page

Matrix Footwear - Case Study: What Are The Factors You Should Consider While Making Product / Market Decisions?

1) Matrix should expand into the youth market and fashion accessories market to capitalize on higher margins in those segments and change its image from a basic brand to a more complete brand. 2) Factors to consider include a lack of expertise in youth and fashion, protecting Matrix's image as an affordable brand, and operational changes needed across inventory, marketing, and production. 3) Moving Matrix from low-cost footwear to premium products would significantly impact customers' perceptions of the brand's value proposition and change the purpose of visiting Matrix stores and the customer segment.

Uploaded by

Jitendra Maheshwari
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Matrix Footwear – Case Study

1) Should Matrix foray into youth market / Fashion accessories market?


Why?

Matrix should try into the youth market owing to the following reasons
– The youth market is increasing with an exponential rate
– Margins are mostly in the youth market and fashion accessories
– Moving into youth and fashion accessories market will help change its
market image from Janata brand to a wholesome brand

2) What are the factors you should consider while making product / market
decisions?

a. Lack of core competency in the field of youth and fashion accessories.


b. Matrix image as a Janata brand doesn’t go well with the concept of
fashion accessories. This should be taken care of.
c. Moving from low priced footwear to fashion accessories requires
change at various levels naming inventory, marketing, production etc.

3) Does product policy impact the value preposition of Matrix Store? How?

A v-f-m brand moving to premium products definitely will have a big


impact in terms of customer’s perception of the value offered by the brand.
This will change the value proposition of the matrix stores as well as the
purpose of the visit to the store for customers will change accordingly to the
value offered and also the segment of consumers will change.

4) How can Matrix diversify into unrelated areas like fashion accessories
without repeating the mistakes of the past?

Since customers could not perceive a v-f-m brand offering premium products
thus instead of launching the products under the Matrix brand (v-f-m brand)
as is, they should have a new subsidiary brand established under the banner
of Matrix projecting the new category of premium footwear. This would help
in defining clear boundaries between V-F-M footwear and premium
footwear while retaining the advantage of leveraging a brand trust of Matrix
as a 45 year old footwear company. A focused brand separate from economy
footwear would give a right focus and will help in defining clear brand
strategies and would help in maintaining the two market segments
simultaneously with greater efficiency.

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