4Ps of Scholl Party Feet
Product, Price
There are 11 categories of Party Feet, and their average price is between £4- £5.49. Following table are the description of each product and price respectively.
(Party feet )
Place (Shopwiki, 2006) (SSL International, 2005)
- Pharmacy: Boots, Superdrug….etc.
- Retailers: Office, River Island, New Look, Oasis, Tesco, Asda….etc.
- Stylish department store: Selfridges, Harvey Nichols, Harrods
- Online distribution: Natcol, Mistrys Pharmacy, Blushingbuyer, Amazon, Multipharmacy, Health in a jiffy, Pharmacy Fix…….etc
Promotion
Party Feet uses TV commercial and press advertising as the mass media to promote its products. Followings are the advertisements layout that Party Feet produced before. Most of them propose that thankfully nowadays we have companies like Scholl to help diminish our suffering. These advertisements definitely resonates.
- Press advertisements:
- (Scholl Party Feet, 2009)
- Copy: From high heel hell to high heel heaven.
- Advertising proposition: Through this advertisement, it tries to express the extremely diverse feeling from hell to heaven after you using the Party Feet products. Scholl Party Feet can let you feel relief and comfortable when you are wearing high heel shoes.
- (Ad-titude, 2006)
- Copy: Either the ice buckets or Party Feet from Scholl.
- Advertising proposition: Scholl Party Feet can reach the same function of relieve your pain on wearing high heel shoes and even better that you don’t have to freeze your feet in the ice buckets.
- TV commercials:
(1). Scholl ‘Party Feet’ TV ad- 20 sec advert ( )
- Copy: Stay in your shoes
- Message: We women wear high heel shoes for a long period of time from day to night. By using Scholl Party Feet, we will feel relief staying in the shoes all days.
(2). Scholl ‘Party Feet’ TV ad- 10 sec advert ( )
- Copy: Party without the pain
- Message: A young woman is dancing in her heels when her feet become sore, a male friend gives her Scholl Party Feet to let her feet more comfort and she is soon ready to dance again.
Consumer Insight
Consumer insight has been gathered from both primary and secondary research. In the primary research (See Appendix), nine aged between 20-28 female who might be the target audiences of Scholl Party Feet were chosen to join the focus group discussion. Through the interaction between each other, there are some inspiration opinions toward Scholl Party Feet product that useful for the research. While conducting focus group discussion of primary research, some secondary research such as consumers’ opinion data is gathered from news, websites and so on. The research findings are explained below:
- Experience of wearing high heel shoes
(1). Who (Women’s attitude toward high heel shoes)
From the focus group, we can realize that most of women indeed are fascinated with high heel shoes. Although how many high heel shoes they have depends on whether they are heavy users or not, it seems that to own some high heel shoes is a common situation among young women.
(2). When (Frequency)
In the focus group, it shows two different and diverse segments that if it is not a heavy high heel shoes wearer, it might be the seldom high heel shoes wearing women. In addition, the frequency of wearing high heel shoes may influence the occasion as well. Heavy users may wear almost every day, every occasion while the others wear only in special occasion such as working, wedding, clubbing and so on.
(3). How (Feeling of wearing high heel shoes)
The reasons of wearing high heel shoes are including powerful, confidential and attractive feelings. However, it may also accompany painful feeling at the same time. Some people prefer wearing silk socks to protect feet for politeness and cleanness.
- Experience of using gel insole and foot cushion
(1). When (Frequency)
Most women have the experience of using gel insole and foot cushion. However, everyone has its personal using habits toward them. Some prefer putting them in the most wear ones while some prefer move from one to another when they have to wear.
(2). Why
The reason of using gel insole and foot cushion can be attributed to two, one is to fit size of shoes and the other is to protect feet for being comfortable. Some mention that they will buy especially in shopping time because their feet hurt due to walking for a long time.
(3). Which (Brand, Material content)
About the preference brands for gel insole and foot cushion, most of them will choose Scholl if they care about quality and comfort, or they may choose whatever brand for price consideration. Moreover, about the material content, most women prefer gel instead of general cloth material. They believe that gel materials are comfortable and flexible for their feet. However, they all ever face the problems of loose and non-sticky and it causes them embarrassed when wearing shoes.
- Experience of using Scholl’s product
(1). Brand awareness
For those women who wear high heel shoes and use foot cushions very often, they have impress on Scholl this is brand even though they can’t remember whether they use it before or not.
(2). How (Feeling of seeing the Scholl Party Feet samples-glitter and cooling ones)
Some people regard glitter one is more attractive and cooling while the others think glitter is useless because people can’t see it if you are wearing the high heel shoes because the gel insole is under your feet, and it doesn’t matter with the appearance.
(3). Product value in consumer’s mind
Most of them consider and accept the price of Scholl’s Party Feet gel insole is between 4-5 pounds a pair. If the price is beyond 5 pounds, they will give up buying it. Nevertheless, there is still few women think they are willing to pay more if it has special appearances such as glitter and leopard stripe but some keep the same opinions toward normal one and glitter one. So finally when they hear the current price of Scholl Party Feet, most of them think it is reasonable and will consider buying if needed.
Conclusion for consumer insight
Most young women have ever faced the problem suffered from wearing high heel shoes. Usually, they face the problem then seek solutions to get rid of it. Even though the experience of using gel insole and foot cushion may depend on individuals, it still has the potential market among young women. Followed by AIDA model which Strong created in 1925, Scholl has well known brand awareness in the market especially in British area and its Party Feet products can indeed attract target audiences. What Scholl Party Feet should do is to remind consumers that they have problems with painful on feet and need it to relief and feel comfortable. By arousing their interests on products, it will be possible for them to purchase afterward.
Target audience
The advertising campaign is designed for attracting young women aged between 18- 35 who have problems such as pain with their feet when wearing the high heel shoes. For those current target audiences who already have some experiences with using Scholl Party Feet, we aim to remind them to solve feet problems by using Scholl’s different Party Feet products. On the other hands, we encourage those potential consumers to try on Scholl Party Feet products.
Advertising objectives
The objective of the advertising campaign is to apply all the key roles of advertising (Yeshin, 2006) which inform, persuade and sell products to the target audiences. The advertising objectives can set depending on consumer responses for three categories: Cognitive responses, Affective responses and Behavioral responses (Chan, 2010). In this advertising campaign, we are going to reach the objectives listed below:
- To generate brand awareness of Scholl Party Feet on both current and potential targets by using the creative press advertising. (Cognitive Responses)
- To educate the customers relevant information about foot care and the accurate using habits for protecting their feet. (Cognitive Responses)
- To develop positive and trustworthy brand personality of health, comfort and well being of people through their feet image in consumers’ mind. (Affective Responses)
- To encourage consumers’ willingness to purchase Scholl Party Feet products. (Behavioral Responses)
- To examine the effectiveness of Scholl’s unique selling points (USP).
Unique Selling Points of Scholl Party Feet
Compared with other competitors, Scholl owns nearly 100 years property of foot care knowledge and experience on manufacturing foot relevant products such as shoes and foot cushions. In other word, Scholl can be an expert role in this industry. Scholl Party Feet has been Scholl’s innovative products since 2003. Its high quality products and relatively reasonable price have made a deep impression in consumer’s mind.
Creative Brief
Media requirement
According to the client’s brief (Wilson, 2010), Scholl requires an ad campaign in the form of a press advert for the two new limited edition Scholl Party Feet products that will appeal to current and potential customers. Besides, if the press advert can accompany with a leaflet and POS, it will be more persuasive. Though executing the ad campaign, it is expected to reach the set advertising objectives.
Advertising Proposition
From previous advertisements of Scholl Party Feet, we know the general style they used to design. In order to avoid the situation consumers may feel confused, it is better to be consistence for the type of advertising design and proposition. Most of Scholl Party Feet previous advertisements adopt slice of life of Information-based appeals (Fill, 2009) to approach its target audiences. By depicting the feet painful problem faced in our daily life, the target audience may resonate a lot.
Picture1: Scholl Party Feet press advertisement
As a result, the new press advertisement uses a picture captured in the ball. Several women can’t go dancing but just sit on the couch drinking cocktails. The advertisement wants to communicate the message: Don’t let your painful feet make you just sit on the couch. You should dance happily in the ball. Try to use Scholl Party Feet product, it can solve this embarrassing situation.
Although the client is going to launch two limited edition products in summer and winter respectively, we manage to release one version advertisement for both of them use because they both are non slip and feature the new ultra thin gel which creates more room in the wearer’s shoes. Since the characteristic and the purpose of the communication objectives are the same, Scholl Party Feet can use this advertisement for both and simply replace the sample product image. It will help Scholl save the time, cost and energy as well.
Tone of voice
The slogan ‘Don’t let your Party Feet idle! Use Scholl.’ use the rhyme (idle and Scholl both in the end of the sentence) to make the slogan persuasive and memorable. In addition, the words use ‘Calibri’ style to seem similar as the previous advertisements’. For the word color, purple is chosen in this advertisement to build the mystery sensation and pleasurable feeling that used to be in the ball occasion. The heading is put in the middle of the advertisement to catch readers’ eye at first glance then the Scholl Party Feet sample image and Scholl’s logo are put at the bottom on the left and right respectively to express the solution they can chase.
Desired response
This advertising desires its target audience to have awareness and recognition on their painful feet problem. By using Scholl Party Feet, this kind of problem can’t happen anymore. So, next time when wearing the high heel shoes for a long time no matter what in ball or other occasions, be sure to prepare Scholl Party Feet product in hand to let get rid of the problem. Scholl Party Feet hope thus the target audiences have positive impression on both its brand and products.
Reason to believe
In this advertisement, we want target audiences to imagine they are in the ball and just like those women in the advertisement, sitting on the couch and drinking cocktail without happily dancing in the ball. It might be a pity to confront this situation. By using slice of life of Information-based appeals, consumers may have chance to examine the problem on them and make the right decision- to use Scholl Party Feet products.
Brand personality
This advertising campaign has an indirect purpose to create the corporate image of improving the health, comfort and well being of people through their feet. It tries not only to sell Scholl Party Feet products but also gain brand popularity among the markets. So, Scholl builds a brand personality of foot products expert to enable their current and potential customers think Scholl’s brand as long as they need to solve foot problems. It also the unique selling point that other competitors can’t easily imitate. Moreover, this image can turn into the valuable asset of the company which can provide the competitive advantage in the future (Cornelissen,2008).
Evaluation
In order to assess the advertisement in this advertising campaign is effective to reach the objectives or not, we are going to use three post-testing methods which are recall tests, likability tests and sales tests to measure (Fill, 2009).
Recall tests are used to measure if the target audiences have impressions and awareness on the Scholl Party Feet brand and its products. Target audiences may be found from the previous focus group. Likability tests are a powerful method to see target audiences’ mind on advertising, and it can affect the successful sales of company (Fill, 2009). The advertisements use slice of life of Information-based appeals to closely approach target audiences to hopefully enhance consumers’ likability on both brand and products. Finally, sales tests can be used to measure the willingness of buying Scholl Party Feet products.
Reference
AT-TITUDE. 2006. Either ice buckets or party feet from Scholl [online]. [Accessed 10 May 2010]. Available from:
CHAN, S. 2010. Advertising planning and creative briefs, lecture notes distributed in LUBS 5407 Advertising. University of Leeds, 9 February.
CORNELISSEN, J. 2008. Corporate Communication: A guide to theory and practice. London, England: SAGE Publications.
FILL, C. 2009. Marketing Communications. Harlow: FT Prentice Hall.
SCHOLL. 2010. Party Feet [online]. [Accessed 9 May 2010]. Available from:
SCHOLL PARTY FEET. 2009. Profile pictures on Facebook [online]. [Accessed 9 May 2010]. Available from:
SHOPWIKI. 2006. Party+feet [online]. [Accessed 9 May 2010]. Available from:
SSL INTERNATIONAL. 2005. Annual Report [online]. [Accessed 10 May 2010]. Available from:
WILSON, R. 2010. Assignment brief [online]. [Accessed 11 May 2010]. Available from:
YESHIN, T. 2006. Advertising. London: Thomson Learning.
