Hi-Tec Case Study

1. In this article, a unique selling point means that their product offers something different and unique from their competitors product.  This is meant to set their product apart from their competitor's in a positive way.

2. Hi-Tec's values in the marketing messages include; "proud, as Hi-Tec delivers more than their competitors," ,"honest, as products deliver on their promises," ,"fun, as it works creatively to provide positive solutions," , and "hungry, as there is always a desire to improve products."  These values relate to creating a USP because they are stating what is good about their company and saying that they are better than anything out there.

3. Hi-Tec adapts its marketing mix by creating new targeting markets.  They have the junior market which is a sector the offers hard-wearing shoes, an outdoor sports market which offers high performance footwear, and a specialist sports market which focuses on niches markets.

4. In my opinion, I believe that the methods that they are using are affective because their product is being see where it needs to be seen.  You`re obviously not going to advertise running shoes on the food network, you are going to advertise somewhere where your target market will be watching.  They have covered all the places that their target market could be watching, which is a great thing to be able to do.

5. After reading and evaluating the benefits of Liquid Mountaineering, I have an idea on how to link this to another promotional activity.  Since this campaign is relative to nature and being repellent to water, they could link it to eco-friendly footwear.  This is a very popular subject right now in the world, everyone is worried about their ecological footprint and this is something that would be beneficial to everyone