ABSTRACT

Case Summary The Starbury One basketball shoe was introduced in the US market in late 2006 at a price of $14.95 US to a market where similar products ranged in price from $100 to $200 US. The uniqueness of this case is that all elements of the marketing mix were seen as revolutionary. The product was touted to be of the same quality of its competitors. The price shocked the sportswear industry and distribution was limited to one, semi-national discount sporting goods chain. Finally, promotional activities were grassroots tours and word of mouth in nature, avoiding high profile electronic and print media sources. The case allows to the exploration and analysis of alternative marketing strategies in a global product category.