Required Assignment 4.

2:
Understanding Disruptive Positioning
Tulasi Kanchi
Suggested time: 90 minutes
Assignment Instructions
For this assignment, think of a product category where you see a gap for disruptive positioning.
It could be within the industry you work in or any other.
Note: This is a required assignment and counts towards your programme completion.

Describe a product category and then discuss what would one good position option be? What type of
disruptive position does it follow?

Product Category – Formal Footwear

Formal Footwear is a mandatory item in professional wardrobe. A formal attire is incomplete without it.
Professionals literally live in these shoes for most part of their lives. Traditional formal shoes are perfect
fit for people who mostly spend their time in light walks, long hours sitting at desk. They are not
designed to provide comfort for long durations. Traditional formal shoes are not fit for running and long
walks which is the major gap in this product category.

Positioning

 Comfortable: Providing comfort while performing is crucial. Covering long distances or wearing
for long hours. It can be accomplished by providing cushioning and support, with features such
as breathable materials, cushioning, and padded corners.
 Durability: Shoes are made with durable materials which will be able to withstand rigorous
walking and activities.
 Fit: Appropriate fit is very essential for shoes to prevent blisters, discomfort, and injuries.
Various sizes should be introduced by taking exceptional factor into consideration like wide
feet.
 Style: Innovative models meet the dress code of a formal attire while having whole comfort to
take a long walk.
 Versatility: Primarily design for formal footwear but can be used for various activities.
 Inspiration: Inspire the targeted customers with the tagline - Style that Fits & Comfort that
Lasts

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 Talk a little bit about why the suggested position is a good idea? How would it address the current
issues within that category?

Along with the evolution of the technology, the stress and pressure at work is immense. The modern
professionals are failing to maintain work-life balance. They spend most of their time clicking keys on
the keyboard. With the introduction of COVID-19 and many other health issues, people have learnt the
importance of maintaining a healthy lifestyle. Below are most common changes in the habits of the
professionals during office hours:

- Taking a 30 min walk after lunch.

- Walking, riding a bicycle and using public means of transportation to work.
- Sustainable way of living is encouraging people to opt for non-leather products.

Analyze the implementation of Disruptive Positioning:

 Studies show that most professionals wear running shoes while commuting. They switch to
formal shoes after reaching office. Although traditional formal shoes claim to provide comfort
and durability, it is not suitable for prolonged usages.
 Main reasons of dissatisfaction are high price, less comfort, low performance, less durability
and zero versatility which are ironically the basic needs of sport shoes product category but
not the formal shoes category. Formal shoe users often suffer with infections like foot fungus,
feeling of discomfort, sweating feet, pungent smell, blisters, ankle and knee pains.
 Idea is to create comfortable shoes that adhere to office dress code and provide effective
solution to customer issues.

Reverse Positioning strategy can be effective in the “Comfortable formal footwear” product category
by challenging traditional beliefs of formal footwear, offering different and simple designs that align
with office dress codes while appealing to those seeking options like performance and comfort.

 Expected Value Propositions: Satisfy basic core needs by providing the look of a formal shoe
wear with simple designs in basic colors for men, women and unisex. The basic fit is provided
for normal and wide feet as well.
 Essential Features to be removed: The soft and glossy formal leather shoes look will not be
achieved because breathable materials used are porous in nature. No need to polish the shoes
that stain the car seats and sometimes the clothes.
 New higher end Features to be added: Provide versatility to perform various activities like
running, long walks in different terrains, easily washable, breathable, provide comfort for very
long durations.

More thought: Professionals are increasingly hesitant to wear formal attire to the office, reserving it
for special events. Many employees are opting for semi-formal looks for their daily office wear. This
product not only addresses their concerns but also adds a versatile option to their office wardrobe.

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