Published by MBA Skool Team, Last Updated: October 05, 2017
Marketing Strategy of Hush Puppies analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Hush Puppies marketing mix, help the brand succeed.
Hush Puppies marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Hush Puppies Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Hush Puppies Product Strategy:
The product strategy and mix in Hush Puppies marketing strategy can be explained as follows:
Hush Puppies is a premium shoe & footwear brand which offers thousands of products across many countries. Hush Puppies products in its marketing mix are targeted at premium and middle segments and can be classified in two basic categories- Shoes and shoe related accessories. For men and women, the shoe category has different designs for sandals, flats& ballets, slip-ons, sneakers, boots, heels, wedges, soft style and traditional comfort. Further Hush Puppies products available have different value proposition such as cushioned and breathable, memory foam, flexible, reduced fatigue, shock absorbing etc. While in case of kids, there are no sub product categories in shoes. The accessories by Hush Puppies include socks, scarves, shoe care products, slippers and handbags. The brand is known for its high quality and durability in all segments.
Image: company website
Hush Puppies Price/Pricing Strategy:
Below is the pricing strategy in Hush Puppies marketing strategy:
Hush Puppies products are of high quality as there is no compromise on the quality of products used.
As the brand is targeted mostly at middle class segments and are not targeted at the mass market, the price charged for the products are also higher than other brands even though the products are manufactured at global manufacturing hubs such as China, India where costs of production are low. Thus, the premium pricing its marketing mix is charged to justify the quality and its standards with the men’s shoes in the price range of $75 to $200 and $50 to $200. The target customers of Hush Puppies are not highly price conscious but still it uses a combination of premium and psychological pricing for its variety of products.
Following is the distribution strategy in the Hush Puppies marketing mix:
Hush Puppies brand is licensed to third parties which are engaged in the complete manufacturing, marketing and distribution of the products sold around the world. Thus, in India, the brand is licensed to Bata. Further, Hush Puppies has licensing agreements for individual products as well such as Elan Polo International which is the brand’s slipper licensee for US and Canada and UGA fashion S.A. which is the handbag licensee for Mexico. Hush Puppies products are sold in over 165 countries worldwide through exclusive brand retail outlets as well as multi brand retail outlets. Further, the brand has its own e-commerce website which operates in over 28 countries.
Also, the brand products are also available through other e-commerce websites as well.
Hush Puppies Promotion & Advertising Strategy:
The promotional and advertising strategy in the Hush Puppies marketing strategy is as follows:
Hush Puppies brand is promoted through a mix of marketing channels which includes outdoor advertising, TV advertising, print ads in newspaper and magazines. Their tagline is 'We invented casual' which is reflected in all their brand communications. The Hush Puppies brand also conducts sales promotions activities such as discount sales, seasonal sales etc. Further, since the brand is licensed to third parties, the parties can do sales promotion of their own. The company also has a customer service which can be contacted in case of any issue. This concludes the marketing mix of Hush Puppies.
About Hush Puppies:
Hush Puppies is an American brand which is marketed for contemporary, casual footwear, accessory and apparel for men, women and children. The brand was introduced in the year 1958. Hush Puppies is owned by Wolverine World Wide and it uses a Basset Hound as its logo which is highly recognized worldwide as they are also called ‘Hush Puppies’ and the brand is known for comfortable quality footwear. Hush puppies has presence in over 165 countries with over 17 million pairs sold in these countries and is considered a leader in casual footwear market.
Ever since its inception the brand has continuously evolved with newer designs and innovations. Hush Puppies brand has also been featured in several movies and songs in popular culture.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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