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The brand wise perception shoes that the competing brands in the markets are similarly perceived in both markets. But then a look at the demographics shows that there are some differences in the way that a brand is perceived by the demographic and phycographic data. The dilemma here is whether we should go in for a different positioning strategy for each of the two markets or for a single positioning that appeals to the both the markets. Given that having two positioning strategies could be detrimental we have gone in for a single strategy. Positioning for Jump: By looking at the brand wise feature perception of Jump and Skip shoes we find that they are quite similar in their appeal to the present customer in each of the feature for both the cities, so Star has to find some feature or attribute on which the Jump can be pushed in the market.
Approximate Word count = 607
Approximate Pages = 2.4
(250 words per page double spaced)
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