Comments on: Shoes business: Geox’s limited victory

By: stefan.stroe

stefan.stroe — Thu, 07 Dec 2006 23:26:53 +0000

I promise it will be fun…

With love,
your uncle JTRipper

By: radu ionescu

radu ionescu — Thu, 07 Dec 2006 16:25:54 +0000

Hey – I said I’m a gadget freak, not a tennis star!

I accept the challenge, because I’m not afraid to lose

By: My name Radu. » Gadgetizarea produselor

My name Radu. » Gadgetizarea produselor — Thu, 07 Dec 2006 16:25:36 +0000

[...] Vorbeam cu Stefan despre parerea mea privind pozitionarea Geox (cu pantofii care respira) – el spune health, eu spun ca e un extra feature care ajuta la decizia de cumparare intr-o categorie de produse dominata de lipsa featureurilor. [...]

By: stefan.stroe

stefan.stroe — Tue, 05 Dec 2006 11:31:50 +0000

Yes, take a look that half of Diadora shoes info is on health-related issues from reasons any sport man knows (“Upper: Supreltech-mesh. Lining with special anti-bacteria treatment / Insole: E.V.A. removable with special anti-bacteria treatment.”)
But Geox is a different story, it has only one discriminating attribute: “breathing shoes”, which I think that pulls the “health” trigger.

Anyway, if you play tennis so well that you need those hi-tech shoes I challenge you for a 5 set match.

By: radu ionescu

radu ionescu — Tue, 05 Dec 2006 07:42:17 +0000

Because it’s an extra-feature that helps you decide on rather an un-features based category.

For me – it could’ve been titanium heel or anything. I call this gadgetising the product.

Take a look at the number of technologies in my tennis shoes – http://www.diadora.com/webapp.diadora.com/webapp.prodotti/fe/tennis/sc heda.do?pid=975

By: stefan.stroe

stefan.stroe — Fri, 01 Dec 2006 09:57:13 +0000

Fair point, Radu.
I think it depends how consumers decode the message and how the ladder is built.

Geox does not claim clearly health (it’s not at all appealing), but I think people seek Geox’s comfort because of hygenic reasons (otherwise, why would you need your feet to breath?):

An ACB ladder could be something like this: Breathing shoes (attribute) > Less foot sweating / Less odour (consequences) > Better hygiene > Comfort (benefit) > Worry-free (end-benefit)

By: radu ionescu

radu ionescu — Fri, 01 Dec 2006 09:02:46 +0000

Geox is not at all targeting “foot-health-preoccupied people” – but people looking to buy comfortable & performing shoes, the same people that buy Goretex jackets or dedicated running shoes.

It’s not a health approach (as it’s clearly for Scholl), but a ‘gadget’ one. For example, I have a pair of tennis shoes with all kinds of systems “developed from studying tennis players”.