Assignment Example | Topics and Well Written Essays - 250 words - 4

Assignment Example K-Swiss chooses to use celebrities and athletes to target the market of consumers who are serious about performance in the sports they play. What they are basically saying to customers is something along the lines of â€Å"this high-performing athlete uses these specific shoes; therefore you should use them as well if you consider yourself a serious athlete.† The message that they convey over and over is that they produce top quality shoes and apparel for top quality athletes. Also, the Kenny Powers commercials are very funny and have an effect of increasing brand awareness because people that wouldn’t otherwise be interested in a product get to know about that product simply because they enjoy watching the humorous commercials. K-Swiss promotions could actually be seen as meeting all four types of Maloney’s rewards that a customer expects. Firstly, K-Swiss shoes are rational because they meet a need of athletes who desire high-performance as well as comfortable shoes. Secondly, the ability to customize colors makes them appeal to the senses and to the more casual buyer as well.