This presentation is about the transformation of failing company into a successful one.

1. From Oxfords To Kinky
The Transformation Of a Shoe Company

2. The Shoe Industry
Companies in this industry produce footwear,
such as athletics, dress shoes, casual shoes
and boots. This industry caters for both male
and female, but in recent times catering for
transvestites has also become a part of the
industry. The leading countries in the
production of shoes in terms of exports are
Germany, Vietnam, Italy and china
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3. The Company
 Price & Son’s is a shoe company that was
established in 1895 in North Hampton
England. The factory specialized in Oxford
Boots, which are durable dress shoes that
could last a man a life time. Price and
Son’s is more popularly known for their
Kinky boots. These are boots meant for
transvestites.

4. The Target Market
 The oxford boots where meant for the
target market of the male sex.
 However kinky boots had the specialty
target market of Transvestites.

5. The Product
The first product the company produced were
oxford shoes. These shoes are durable dress
shoes for men. The introduction of cheaper
rubber shoes in the market resulted in a fall
in demand for Oxfords.
As a result the company began to manufacture
an entire new product in kinky boots.
Focusing on the niche market of
transvestites.

6.  Place
Price and sons has their factory in
Northampton, where they are producing
both oxford boots and kinky boots. The
company does not sell directly to the
target market. Instead they distribute the
products through intermediaries, who
then sell to the target market.

7.  Kinky boots Promotion
To showcase the new product of “Kinky Boots”
the destination of Milan Italy was used, since
this was the place where fashion was
broadcast to most parts of the world. Price
and Son’s used the promotion strategy of
drag queens to advertise their
products, these are transvestite that perform
musicals, they were the models used to
endorse the boots in Milan.

8.  Kinky Boots Price point
 Price for these boots varies; prices range
from £54.95 to £269.95 on the banana
shoes website.
 http://www.bananashoes.com/catalogsear
ch/result/?q=kinky+boots

9.  Conclusion
The company has transformed with the
introduction of the new product. The then
failing company is now operating at a very
successful rate.