Case Study of the Week: Remarketing a Classic Shoe Store

October 18, 2021

Marketing Communications

You are to assume the role of a marketing communications consultant hired by Cost Less Shoes, a national chain of discount footwear for men, women and children. The CEO of the company has hired you to develop a marketing communications plan that will remarket the brand.

Cost Less Shoes first opened in the early 1980s and now has over 2,000 locations. The stores are set up to resemble a back stockroom, with shoes in accompanying shoeboxes on display on racks. Cost Less Shoes has a wide variety of styles and sizes. Both the company name and all of its marketing and promotions have been focused on the discount prices the chain offers. The slogan, “Inexpensive is our name,” has been in use since the 1980s.

Sales have been declining year after year and the CEO feels that the chain needs to be remarketed. The CEO feels that the marketing focus on cheap prices has hurt the business and wants a new marketing communications plan not focused on price. The CEO wants you to choose a target market and create a marketing communications plan that will remarket the Cost Less Shoes brand. The CEO wants your plan to include a new slogan and specific marketing strategies. You are to assume the role of a marketing communications consultant hired by Cost Less Shoes, a national chain of discount footwear for men, women, and children. The CEO of the company has hired you to develop a marketing communications plan that will remarket the brand.

Cost Less Shoes first opened in the early 1980s and now has over 2,000 locations. The stores are set up to resemble a back stockroom, with shoes in accompanying shoeboxes on display on racks. Cost Less Shoes has a wide variety of styles and sizes. Both the company name and all of its marketing and promotions have been focused on the discount prices the chain offers. The slogan, “Inexpensive is our name,” has been in use since the 1980s.

Sales have been declining year after year and the CEO feels that the chain needs to be remarketed. The CEO feels that the marketing focus on cheap prices has hurt the business and wants a new marketing communications plan not focused on price. The CEO wants you to choose a target market and create a marketing communications plan that will remarket the Cost Less Shoes brand. The CEO wants your plan to include a new slogan and specific marketing strategies.

Questions?

Randi Bibiano
Competitive Events Specialist
randi@deca.org

As DECA’s competitive events specialist, Randi primarily authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also serves as DECA’s liaison for the Virtual Business Challenge and Stock Market Game. Randi assists with the recruitment of judges for both the high school and collegiate International Career Development Conferences. Randi has worked for DECA since 1998.

Discussion Questions

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Classroom Connection

Career CLuster:

Marketing

Instructional Area(s):

Market Planning

Performance Indicators:

Explain the nature of corporate branding
Explain the nature of marketing plans
Explain the concept of marketing strategies
Describe the nature of target marketing in marketing communications