Question

DeFeet International started as a cyclist sock company. The founder, Shane Cooper, said that the existing socks for cyclists were just not of great quality so he made socks for his cycling team by knitting them inside out. The socks were of special materials aimed at giving the cyclist the most comfortable fit. These socks were not the traditional white socks but bright, bold, and flashy colored socks with cool graphics. These high tech socks were priced around $10 a pair. Their web site says "DeFeet is Made for Driven Soles." Soon cycling elites like Lance Armstrong and Greg LeMond were sporting the DeFeet brand. The company branched into running, hiking and snow gear. Their products include socks, armskins, calfskins, boxer briefs, gloves, and shirts for the serious athlete. They also have a custom department where socks, armskins, and gloves can be customized with any motif including sponsor types of logos like Michelin, Pabst Blue Ribbon, or BP. Even kids can enjoy DeFeet's high quality socks. DeFeet's products can be found in retailers across the world, in more than twenty countries, like Israel, Australia, Belgium and the United States. More than two-dozen online retailers also carry their products.

Refer to DeFeet. What is DeFeet's most likely target market strategy?

Answer 1

Multi-Segment Marketing

Step-by-step explanation:

As DeFeet initially positioned themselves as cyclist sock company but after some time, they identified the mass appeal of their product. They started offering hiking and snow gear which included products like arm skins, calfskin, boxer briefs, gloves, shirts other than just socks. Not only that but they also made a department for customized products. This strategy of offering same category product to different segments is known is multi-segment marketing