vibram five fingers
DESCRIPTION
VFF strategy MASTRANSCRIPT
Thursday, March 21, 13
Overview
What the hell are these things anyway?
What are people saying about them? And why aren’t more people using them?
Our Strategic Insight
The Big Opportunity
Creative Executions
Thursday, March 21, 13
A shoe designed to provide necessary protection to the feet while offering a natural “barefoot” athletic experience.
What are Vibram Five Fingers?
Thursday, March 21, 13
Initial Research
Thursday, March 21, 13
Initial Research
Thursday, March 21, 13
Initial Research
Thursday, March 21, 13
Initial Research
Thursday, March 21, 13
Initial Research
Thursday, March 21, 13
Initial Research
Thursday, March 21, 13
Initial Research
Thursday, March 21, 13
Initial Research
Thursday, March 21, 13
If Five Fingers are that good, then WHAT is the problem...?
Thursday, March 21, 13
To find out, we went to the streets...
Thursday, March 21, 13
We asked people the following...
How long have they been running?
What brands have they been using over the years?
When it comes to buying running/workout shoes, what’s the main thing they look for?
Do they know about VFF’s?
Thursday, March 21, 13
Five Fingers Non-Users Say...
They’re a fashion statement
I’m w
orrie
d my b
ody
can’t
supp
ort t
hem.
I don’t like toe-socks
They look weird
They look funny
They look like
monkey-feet
Thursday, March 21, 13
Actual Five Fingers User
Thursday, March 21, 13
Actual Five Fingers User
Thursday, March 21, 13
Actual Five Fingers User
Thursday, March 21, 13
Actual Five Fingers User
Thursday, March 21, 13
Actual Five Fingers User
Thursday, March 21, 13
What’s actually going on out there?
60% Market Share in Minimalist footwear market
Observed only 4 pairs on over1,000 runners
Thursday, March 21, 13
The Problem
People are nervous to try Vibram Five Fingers for petty reasons:
Social acceptance
The risk of ditching routine to try something new
Users we found
Only used Vibrams after recommendations by their parents/fiancé/doctor or
Middle-aged and care less about fashion
Thursday, March 21, 13
We Defined Our Challenge ...
Thursday, March 21, 13
We Defined Our Challenge ...
How do we convince the target market to purchase the Vibram Five Fingers despite their unconventional appearance and function?
Thursday, March 21, 13
Desired CustomerRyan Nornberg - 23Recent International Business graduateEntry-Level Outside SalesmanEnjoys running, biking, swimming, and tennisAvid Packers fanAmateur Guitar PlayerFluent in English and GermanShops at J-Crew, Nordstrom Rack, and Dick’s Sporting Goods for clothesConcerned about his appearance and social acceptanceConsiders himself a trend-setterLoyal to Brooks running shoesSpends upwards of $100 on athletic shoes every year
Thursday, March 21, 13
Our Objectives
Eliminate any hesitation or apprehension felt about the product.
Convert curiosity and willingness to try the product into action (trial or purchase).
Ignite a Movement!
Anxiety Curiosity Action
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Being barefoot in public is seen
as a taboo by society.
The Strategic Insight
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The Opportunity
Jiu Jitsu
Weakness Strength
A matter of fashion.
Thursday, March 21, 13
What’s the Big Idea Here?
Thursday, March 21, 13
What’s the Big Idea Here?
People who wear Vibram Five Fingers are comfortable with themselves.
Thursday, March 21, 13
What’s the Big Idea Here?
People who wear Vibram Five Fingers are comfortable with themselves.
Thursday, March 21, 13
What’s the Big Idea Here?
People who wear Vibram Five Fingers are comfortable with themselves.
Everyone else is uncomfortable.
Thursday, March 21, 13
People value comfort, price, and appearance when choosing a pair of athletic shoes.
Existing reputation for superior comfort and freedom.
Non-users find their appearance shocking and curious.
Viewed as a fashion statement.
Why this works...
Thursday, March 21, 13
Find your vibe
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thank you!
Thursday, March 21, 13