Situation Analysis - MMLS
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Situation Analysis
Name : Mohamad Hafeezzat Zhafran Bin Roslan
ID : 1131121683
Brand : Macbeth Footwear
Subject : MAD3113 Advertising Design Project 1
Chapter 1: Introduction
1.1 – Introduction
Macbeth Footwear (previously called "Macbeth Athletics") is a company founded
by Tom DeLonge and Mark Hoppus of Blink-182. They founded the corporate in 2002-
2003. The corporate sells primarily footwear, however additionally sells t-shirts,
sweatshirts, and shades (among different accessories). Macbeth is a mostly vegan
company and is heavily influenced by music and different artistic arts. The other
signature of Macbeth Pennant is a mythical creature A.K.A Griffin (a lion with wings).
The shoes maintain a low profile, classic silhouette that is designed to be
comfortable, yet stylish. Macbeth shoes are known for sporting a pennant on the sides
of the shoe. This pennant represents the brand’s iconic logo and is printed on every
Macbeth product. Macbeth’s line of footwear offers many specialized shoe designs
through its work with artists (Studio Project program). Top sellers such as the Eliot,
Brighton and Matthew showcase the successful collaboration between an artist and
Macbeth.
1.2 – Problem Statement and Issues
• Very high competition with others brands such as Nike, Vans, Adidas and etc.
• Malaysian love and attract to other brands.
Chapter 2: Product
2.1 – Product Name
Macbeth originally started as a footwear company, selling athletic shoes. Since its
launch, the company has enjoyed successes allowing for Macbeth’s expanding its
product mix to include vegan alternatives, apparel, and accessory items.
2.2 – Product Classification
Most the material is vegan and it is comfortable, durable and fashionable as the other
products.
2.3 – Product Characteristics
• Made with animal-free materials
• High quality construction
• Variety of fashion-forward styles
• Comfortable fitting
• Uniqueness/Niche design
• Price range in Malaysia is RM 160 – RM 500
2.4 – Product Range
• Footwear – A lot of styles and designs. Colors - Blue, orange, purple, red, peach,
light green, dark purple, light brown, grey, forest green, French blue, dark brown,
dark blue.
• Apparel – Tees, fleece, jackets, bottoms,
• Accessories – headwear, bracelet, guitar strap, wallet and socks.
2.5 – Distribution
• Macbeth Footwear is a wholesaler that sells exclusively to one national retailer in
the United States: Journeys. Macbeth can also be found in other small-name
retail stores on the West Coast. A majority of its retail sales comes from its
partnership with Journeys, which has retail stores nationwide. However, shelf
space dedicated to Macbeth is weak in Journey stores. Macbeth products are
hard to find in a majority of Journeys stores and offer limited Macbeth choices.
• In Malaysia, Macbeth only have online store and also can get at shoes store
such as Tangs One Utama, Robinsons The Garden, Extreme Sunway Pyramid
etc.
2.6 – Product Life Cycle
• Macbeth offers something no other shoe brand can: musically-inspired shoes
designed by musicians. Much like how Adidas designs its products for soccer
players, Macbeth was originally created to meet the needs of the musicians and
their lifestyles, and has since caught on with teenagers and young adults who
seek stylish shoes. Macbeths are fashionable, yet comfortable, without being the
giant skate shoe or an athletic jogger style. Macbeth fills that void with
comfortable, fashion forward, low profile classic shoes.
2.7 – The Brand
• Macbeth Footwear is a Southern California shoe company founded by Blink 182
front man Thomas DeLonge in 2002. Macbeth Footwear was initially created in
response to the growing footwear needs of musicians and their unique lifestyles.
Macbeth created a product that incorporates a love for music and the need for
affordable, comfortable, fashion-forward footwear in a crowded marketplace.
Since then, Macbeth has been growing steadily, especially on the West Coast of
the United States and abroad in the United Kingdom, Japan, and Asian markets.
Macbeth is an up-and coming company due to in part to the limitless creativity
within the organization. Macbeth’s steady growth is directly tied into its
trendsetting nature. While many artists like to put their name and money behind
companies that create clothing and lifestyle accessories for musicians, Macbeth
is different. Macbeth not only directly works with musicians, but the organization
is almost entirely run by musicians.
2.8 – Brand Image and Implication
Macbeth has several characteristics that set it apart from other sneaker brands. For
starters, Macbeth strives to make really good products. Macbeth is the original music
footwear brand actually created by musicians. Macbeth line is inspired directly from
Macbeth exclusive group of artists, unlike other brands that simply latch on to whatever
fad is hip at the moment. The Macbeth Studio Project program is something Macbeth
pride of, rather than buying merchandise rights to a band’s name and logo; Macbeth
work directly with an artist to capture their personality and artistic personality in each
and every product. Macbeth also does a lot of charitable work with Shirts for A Cure,
Keep a Breast, Invisible Children and the Dear Jack Foundation. We maintain a low
profile, classic silhouette that is comfortable for the artist while playing on stage but also
fits within their style. Macbeth Vegan shoes are some of the only true vegan shoes
around, Macbeth use water-based glue and vegan materials unlike many other brands
that use regular glue and vegan materials.
2.9 – Strength and Weakness
Strength Weakness
• Made with animal-free materials • Challenges of niche strategy
• High quality construction • Low profile shoes
• Variety of fashion-forward styles • Limited availability through retail
• Comfortable fitting outlets
• Uniqueness/Niche design
2.10 –Advantages and Disadvantages
Advantages Disadvantages
Better for environment Little bit pricey
Create awareness Consumers not aware of the
Promote more bands product
Promote more arts Have big competitor’s
2.11 Unique Selling Proposition
The shoes maintain a low profile, classic silhouette that is designed to be comfortable,
yet stylish. Macbeth shoes are known for sporting a pennant on the sides of the shoe.
This pennant represents the brand’s iconic logo and is printed on every Macbeth
product.
2.12 Promotional History and Advertising Schedule
• “Sport of Life” Campaign Overview In 2005, Macbeth Footwear changed its name
temporarily to Macbeth Athletics during their 2005 marketing campaign “The
Sport of Life.” The campaign’s slogan intended to show a different type of
athleticism, and portrayed active lifestyles, in contrast to just physical sports.
• “Sounds of the Future” Campaign Overview Macbeth approached 2009 as if it
was 2013, and the world had already ended. Luckily the Macbeth shoes will be
just what you need for the apocalypse; we know, because we’ve been there. You
can see the theme elements in all of the artworks, from warplanes to atmospheric
events, crazy futuristic prints, all of which convey the idea of the ‘Sound of the
Future’.
2.13 Positioning statement
• What Macbeth will bring to the East Coast is an alternative shoe brand to counter
the same old, tired, dry shoes that currently saturate the market. Macbeth offers
a simple profile, stripped down shoe with shoe with a “do good” message. This
target market will feel that they are making a good return on their investment and
making a positive difference through purchasing a pair of Macbeths.
Chapter 3: Company
3.1 – Company Overview
Saban Capital Group ("SCG") is a leading
private investment firm based in Los Angeles specializing in the media, entertainment,
and communication industries. SCG was established by Haim Saban, co-founder of Fox
Family Worldwide, a global television broadcasting, production, distribution and
merchandising company owned in partnership with Rupert Murdoch and The News
Corporation, following its sale to The Walt Disney Company in October 2001. The firm
currently makes both controlling and minority investments in public and private
companies and takes an active role in its portfolio companies.
3.2 – Business Description
SABAN Brands Entertainment Group (SBEG) aims to continuously develop
innovative content that resonates with consumers across all media platforms. SBEG
was formed to oversee the company’s growing entertainment portfolio of brands
including Power Rangers, Julius Jr., Popples, and Cirque Du Soleil Kids – Luna
Petunia, Emoji Ville and others in development. SBEG operates out of SABAN Brands’
Los Angeles headquarters. SABAN Brands Lifestyle Group (SBLG) aims to actively
acquire and grow brands that have a passionate consumer following and global reach.
SBLG was established to drive major expansion within the company’s diverse portfolio
of fashion and lifestyle properties. Led by Dan Castle, Managing Director of Strategic
Business Development, SBLG operates out of Saban Brands’ New York office and
showroom.
3.3 – Company History
Saban Capital Group, Inc. is a private investment firm based in Los Angeles,
California focused on media, entertainment, and communications investments. Formed
in 2001 by Haim Saban, Saban Capital Group owns Saban Brands, part of Univision
Communications, and part of Celestial Tiger Entertainment.
3.4 – Key People
- Haim Saban (Chairman, CEO)
- Adam Chesnoff (President/COO)
3.5 – Location and Subsidiaries
Los Angeles, California, United States
3.6 – Brands, Major Products and Services
In category entertainment the SABAN have entertainment portfolio of brands
including Power Rangers, Popples, Cirque Du Soleil Kids – Luna Petunia, La Banda,
Julius Jr., Emojiville, Digimon and others in development.
In category Lifestyle, SABAN actively acquires and grows brands that have a
passionate consumer following and global reach such as MAMBO, MACBETH, PAUL
FRANK and PIPING HOT.
3.7 – Corporate Vision
To actively acquire and grow brands those have a passionate consumer following
and global reach.
3.8 – Corporate Mission
Connecting fans to brands everywhere, every day
3.9 – Company’s Current Promotional Strategy
• “We Want You Inside Us” Campaign Overview In the spring of 2011, Macbeth
launched a new line of footwear with the campaign slogan: “We Want You Inside
Us.” Macbeth decided to kick off the campaign by attending the SXSW, a big
music and film festival in Austin, Texas. They brought the Macbeth Traveling
Education Bus and showcased the Macbeth products.
3.10 – Product Sales’ History
• Put Macbeth, Inc. is located in Carlsbad California. It is a private company
categorized under footwear. The company employs estimated 20 staff members.
Macbeth has been in business for 10 years. In 2002, the company started with
$20,000; by 2005 Macbeth’s annual revenue exceeded $3,400,000 (Source:
Manta). Obtaining financial information has been difficult given the private nature
of the company.
3.11 – Current Marketing Objective
• Connecting fans to brands everywhere, every day
3.12 – Media Expenditure
• Macbeth footwear majority use concert or road tour as their media and also
sponsor to other music bands. Furthermore, Macbeth Footwear use media social
such as Facebook, Instagram and etc. By using social media, they promote their
product and also give news about what is going on. Mostly it is about concerts
and collaborations artists.
Chapter 4: CONSUMERS AND STAKEHOLDERS
4.1 – Consumers’ Characteristics
• 4.1.1- Current Consumers’ Characteristics : Young adult and adult males and
females ages 16-35 currently represents the core target market of Macbeth
Footwear on the West Coast and as Macbeth begins to expand its brand to the
East Coast, Macbeth will be advertising heavily to this core segment. Today’s
consumer’s account for 25 percent of the U.S. population, so not only do they
provide a promising customer base, they also provide the possibility for lifelong
brand loyalty. As a highly-sought after market segment, this group has a
combination of greater knowledge as well as greater optimism.
• 4.1.2- Psychographics: True Digital Natives: Grew up on smartphones, fast web,
and smartwatch. True multi-taskers, no-holds-barred attitude towards blogging,
digital publishing.
• Speed Demons: Expect instant gratification. This segment lives for speed and
sluggish technology is useless technology.
• Community-Organizers: Teenagers grown up with social communities such as
Facebook and Orkut. Meeting, befriending and interacting with the online
community is second nature; it is in their ability to spread messages to vast sums
of internet users.
• Micro Miners: Despise long texts. In today’s digital age, teenage users thrive on
bite-size, manageable bits of information.
• Technology has led to new buying patterns: Because of the speed of technology,
the buying patterns have completely changed within the last ten years alone.Instead of television and telephone, today’s teenagers not only use multiple
technology channels for communications, but are major content creators as well.
• Teenagers will still be teenagers: Despite every technological and cultural
phenomenon that makes them different, teenagers are still going to be
teenagers. Today’s teens abhor advice from adults and the “establishment.”
• Endless information at fingertips: This generation has grown up quickly because
they have more information at their fingertips than any other generation had at
that age. Today’s teenagers/young adults live in a real-time world where every
though can be sent from anywhere in a fraction of a second (Source: Lyon).
4.2 – Stakeholders’ Characteristics
• 4.2.1 Primary
• No main “internal” stakeholder and what they contribute to the
company have been found online. Company couldn’t be contacted
through email.
• 4.2.2 Secondary
• No main “external” stakeholder and what they contribute to the
company have been found online. Company couldn’t be contacted
through email.
Chapter 5: INDUSTRY AND THE MARKET PLACE
5.1 – The Industry
• 5.1.1- It is axiomatic to say globally, the footwear industry has an expanding
market. World population increases, living standards rise, so does the demand
for footwear. It is axiomatic to say globally, the footwear industry has anexpanding market. World Population increases, living standards rise, so does the
demand for footwear.
• 5.1.2- The global footwear market has seen wide-ranging trends across totally
different geographic regions like North America, Europe, Asia Pacific, and rest of
the globe. The worldwide footwear market is driven by factors like growing
demand for brand new style of footwear and growing awareness concerning
healthy and active life style. Increasing population, propensity of individuals to
pay additional and rising stores have additionally attributed to the growing
demand for footwear across the world market. Also, there are sure restraints that
are slowing down the expansion of the world footwear market. Increasing
environmental considerations and inflation of raw material are the most factors
that are acting as restraints for the world footwear market. However, there's a
good chance within the footwear market like changing consumers' fashion and
fashion trends, rising role of e-commerce and increasing new brands within the
market that may enhance the demand of footwear market within the coming
years.
Some of the highest players in the world footwear market are Nike, Adidas,
Ascis, Puma, VF Corp, Skechers and New Balance among others. At present,
among the highest players in the world footwear market, Nike is that the leading
footwear company followed by Adidas and Ascis. Nike and Adidas have the
foremost range of stores, sturdy marketing, and huge client base globally. Asics
and puma are fashionable in the European market where as VF Corporation.
Skechers, and New Balance are American corporations with sturdy presence in
the American footwear market.
The footwear market has been divided into three segments: by varieties of
footwear, by consumer group, and by geography. Further, the by varieties of
footwear include athletic footwear and non-athletic footwear. The report
additionally offers competitive analysis regarding sub-segment of athletic
footwear and non-athletic footwear. Athletic footwear section offers merchandiseof four classes that include insert shoes, sports shoes, hiking shoes and
backpacking boots. Sports shoes are expected to own the most important market
in terms of volume globally from 2014 to 2020. In terms useful Insert shoes is
expected to own the most important market globally throughout the forecast
amount. Non- Athletic footwear section additional includes three categories that
are casual footwear, fashion footwear and formal footwear. Casual footwear is
predicted to own the most important market globally both in terms useful and
volume from 2014 to 2020.
• 5.1.3- Until the half of the nineteenth century, practically all garments and shoes
were made by individual tailors and cobblers operating either alone or with one or
two apprentices or journeymen. The goal of each apprentice tailor was to find out
the way to create a whole garment as presently as doable. The output of a tailor
or garment-worker was sometimes restricted to specific women’s, men’s, or
children’s garments; the skilled worker sought-after to find out the maximum
amount as doable from a specialized master craftsman. A similar apprentice-
journeyman system prevailed within the footwear trade, within which all cobbler
craftsmen were male.
The advent of the stitching machine enlarged craftsmen’s retailers and converted
them to factories. In several factories staff in hand their machines and carried
them from manufactory to manufactory whenever they modified jobs. Needle
workers lugging their machines on their backs were a typical sight on the
downtown side streets of New York City, the garment-manufacturing capital of
the world at the flip of the twentieth century. Taking advantage of the low capital
investment per employee, several wear entrepreneurs began to farm out their cut
clothes to be stitched reception. The bundle brigades—men, women, and
youngsters trudging through the streets lugging bundles of cut or finished clothes
to and from their flats within the side tenements—replaced the sewing-machine
carriers of previous years.
Most attire factories at this point were as thronged, poorly lit, airless, and
insanitary because the home workshops. The term manufactory was coined forsuch factories and residential workshops at the start of the twentieth century,
once staff within the attire industries began forming unions to urge higher pay
and dealing conditions. The International Ladies’ Garment Workers’ Union,
organized in 1900, and therefore the Amalgamated wear staff of America,
shaped in 1914, became pioneer unions in mass-production industries within the
US furthermore because the largest garment unions within the world.
5.2 – The Market place
Couldn’t found about it in online. Company couldn’t be contacted through email.
Chapter 6: COMPETITIVE SITUATION
6.1 – Direct Competitors
• Vans
• DC Shoes
• NIKE
• ADIDAS
• CONVERSE
6.2 – Indirect Competitors
• Vans
• DC Shoes
• NIKE
• ADIDAS
• CONVERSE
Chapter 7: SWOT ANALYSIS
Strength Weakness Opportunity Threat
• Niche product: • Small company, • Emerging • Large, big
Musically inspired modestly capitalized technology and budgeted
footwear, 100 % • Low brand digital tools to better competitorsvegan, recognition beyond reach out to • Weak Economy
charitable West Coast of young customers • Perceived as a
partnerships and United States • Going Green skater-shoe
company’s social • Lack of trend, promoting a company
messages retail/physical more ethical, eco- • Global uncertainty:
• presence in U.S. friendly Wars, material
Founder/Spokesman • Lacks the financial company resources, foreign
Tom DeLonge’s resources to • New avenues of economies
Starpower compete with big distribution
• Quality products competitors
• Moderately priced
• Causal footwear
• Strong online
distribution
network
• Privately-held
company allowing
for more flexibility
Chapter 8: RESEARCH
8.1 – Marketplace Research
• The store at Extreme, Sungai Wang Plaza. Macbeth products have it is own shelf
and the entrance of store have Macbeth wallpaper that cover the entire store
wall.• The image below is from Robinsons at The Garden. Macbeth products have its
custom shelf and the product displayed according to the product categories.8.2 – Market Observation • Observe manually on how many people are interested in the product/services
• At the Robinsons store, the services are not quite good because there is no
promoter in that area. After more than one hour, still don’t have any promoter or
worker in that area because of that the customer tend ignore the product or just
look at product. Also the customer in that store was less than ten even in the
weekend.
• At the Extreme store, there was very good environment design and the display of
the product. Each area or brands have the promoter or employers stand beside
the product. So it is easy for customer to ask question. According to the
employers who handle the Macbeth product, he said the selling of Macbeth
products are good but as good to Vans products. This is because Macbeth
products are displayed next to Vans product.
8.3 – Online Survey
Figure 8.3.1
Figure 8.3.1 shows gender of respondents are 24 male and 13 female.Figure 8.3.2
Figure 8.3.2 shows 21 responses are student and other 15 are not student. 1 responses
did not answer this question.
Figure 8.3.3Figure 8.3.3 shows 33 responses age are 21-29. 3 responses from 18-20 and 1
response from 17 or younger.
Figure 8.3.4
Figure 8.3.4 shows responses can choose more than 1. This question is to know what
type of shoes most people seek. The sports shoes and casual shoes are the highest
only 1 responses different. Dress shoes is 27% and 16.2% work shoes.Figure 8.3.5
Figure 8.3.5 is also can choose more than 1 answer. Majority shoes brands is Nike
followed by shoes brands VANS. For the Macbeth only have 16.2%.
Figure 8.3.6
Figure 8.3.6 also can choose more than 1 answer. Respondents pay more attention on
shoes style.Figure 8.3.7
Figure 8.3.7 shows that 81.1% respondents choose to buy shoes at mall.
Figure 8.3.8
Figure 8.3.8 shows that 81.1% respondents do not know who Tom DeLonge is.Figure 8.3.9
Figure 8.3.9 shows that respondent know about the brand but based on figure 8.3.5,
brand Macbeth it is not their first choice.
Figure 8.3.10
Figure 8.3.10 shows those respondents are willing to check out Macbeth product. This
is because their show interests and curiosity about product after answer this survey.Figure 8.3.11
This shows that 48.6% respondents not aware about Macbeth social media but there is
no large gap differences between40.5% respondents that aware about it.
Figure 8.3.12Figure 8.3.12 shows that most respondent interest and willing to know more about the
product because of this survey.
Figure 8.3.13
Figure 8.3.13 shows that some of respondents did not know that there is alternative of
animal skin as material to made shoes. Macbeth product is one of using vegan material.
Chapter 9: FYP Proposal
9.1 – OBJECTIVE
Change the meaning of word Vegan in people perception and also create the
awareness about the vegan product.
9.2 –Proposed Primary Target Audience
Demographic Psychographic
• 13-30 years old , young adult • People who want be part of
• Male and female something good.
• Open to any race and ethnicity • People who want to feel the true
• Urban and Suburban satisfaction of wearing a goodshoes
• People who want to feel different.
9.3 - Big Idea and Advertising StrategyChapter 10: Reference http://albinmulyono.blogspot.my/2011/01/history-of-macbeth-products.html http://business.transworld.net/news/macbeth-signs-licensing-partnership-mercer-house- north-hill/#YCJOmVb2Re97BHQ5.97
Chapter 11: APPENDICES
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