Hi-Tec Case Study

1. A unique selling proposition is a product with a feature not offered by competitors that gives it distinctive appeal in the marketplace.

2. The values that Hi-Tec is using in their marketing messages are:
• proud, as Hi-Tec delivers more than the competition
• honest, as products deliver on their promises
• fun, as it works creatively to provide positive solutions
• hungry, as there is always a desire to improve products.
This relates to creating a USP because these core values are what are being emphasized, become their unique selling proposition.

3.Hi-Tec adapts its marketing mix to appeal to different market segments by:
• product – innovative footwear that provides high performance
• price – sold at value for money prices
• place – sold online or through premium retailers
• promotion – a mix of targeted promotional channels and methods to achieve market penetration and increased sales.

Examples of its approach in specific markets include:
• The junior market – this is a strong sector for Hi-Tec and it
offers hard-wearing shoes on the high street at prices to attract
parent purchasers.
• Outdoor sports such as trail running – it offers high performance
products with water-repellent qualities using Hi-Tec’s ion-maskTM
technology, priced to compete in the market.
• Specialist sports – for niche markets, such as golf shoes. The
same high performance product is promoted through the use
of sports ambassadors like Ian Woosnam. By using sports
champions in this way, the brand is linked with achievement.


4. In my opinion, I do think that Hi-Tec's above the line promotion methods they are using are effective, because since it's based on mass media, it reaches a wide variety of people. They also do sponsorships, which would definitely be an effective method for them because of what their product is. There are multiple ways they can sponsor, because of the different market segments they have; junior, sporty, and specialists.

5. The benefits of the Liquid Mountaineering viral marketing campaign for Hi-Tec are:
- Cost effective
- caught the imagination of millions of people in an incredibly short space of time
- This campaign has helped Hi-Tec to change consumer perceptions of its brand and reach a worldwide audience.
- provided Hi-Tec with the potential to build on the campaign through other more traditional promotional activities.