Project for Cima

We believe there is an excellent opportunity to increase sales and profits of CIMA by entering the “Weekender” segment and creating a hybrid boot line that integrates modern technology into the design.

Product

We propose two new products, the MMH 250 and MMH 100 (in a new line called “Frontier”) with the same quality and features of Margaret’s suggestion with one exception: both will have GPS technology and direct connection with MapMyHike.com. We will partner with this company to be able to use their GPS technology and gain access to their 10.5 million online users. The terms of the partnership will include our use of their maps and technology, as well as co-branding on their web page and shopping center, for a 4 percent stake in our profits. This will be reallocated to MapMyHike from our current sales percentage.

Promotion

The other 1 percent of the sales budget will go to sales reps at trade shows, who will gain 2 percent commissions. The remaining 8 percent of the sales commissions budget will be used to hire high-profile bloggers and social media reps who are young and outdoorsy. They will stir up buzz about the product and actually track their usage with it (on MapMyHike) - sharing pictures and maps of their routes in beautiful locations and popular trails on social media sites. To create incentives for promoting the product, we will award a $10,000 bonus (less than 1% of the budget) to the top three bloggers who drive the most online sales to the product.

We chose MapMyHike because this site is well established, has smart phone applications, is user friendly, socially connected online, and already has hiking maps and routes established through their site. This feature will be attractive for more social, technology-savvy, young and middle-aged men and women who are health-conscious and enjoy the outdoors. They will be able to share