Mosh

HAJRA KHAN DURRANI

8772
Introduction:

 Mosh is a major American sports apparel manufacturer, which was

founded in 1999. It is the largest sportswear manufacturer in
America and the second biggest sportswear manufacturer in the
world, after Nike

 The company's clothing and shoe designs typically feature a glitch

effect on shoes and jackets/ hoodies which is also its signature.
Brand Logo:
Market research of Mosh:

 Mosh produces a wide range of sports footwear. Their first

products were track running shoes, tennis, soccer, and & basketball
shoes.

 The most recent additions to their line are the Mosh Neo and Mosh
signature.
Segmentation:

 The motive behind segmentation is to get to know the customer in

a detailed manner, gain a competitive advantage and then be able to
serve the customers’ needs and wants in a better way.

 Geographical segmentation:
 This segment divided the market into different units of location
like neighborhoods, states, regions, cities and countries , MOSH is a
global brand.
 Cont.

 Demographic segmentation:

 Mainly Mosh targets young consumers between 14 – 40 years of age group.


 Mosh’s brand equity is not just confined to this customer segment, the brand is quite
popular and is liked by consumers with age group between 40 -65.

 Mosh offers different sub-brands like Mosh signature, Mosh Neo etc which targets
different customer segments
 Physiographic segmentation:

 Mosh uses psychographic as one of their main segmentation. In order to create

a premium positioning among consumers, MOSH targets upper-middle-class consumers
to affluent consumers.

 Behavioral segmentation:
 This segment divided the consumers according to their attitude, knowledge, and use of
the product. Below are the behavioral segmentation for MOSH:

• Sports lovers
• Image seekers
• Brand freaks
4p’s:

Pricing:
 MOSH uses competitive pricing.

 Newly introduced products are uniquely designed, MOSH uses skimming price.

 MOSH never uses penetrative pricing because that will affect the brand equity of
it.
Product:

• The first is its own brand name – Mosh, which shows a glitch effect
on the hoodies and footwear which also the signature of brand.

Place:
Place plays an important role in the Marketing Mix of MOSH.
 Micro factors:

Suppliers:
Mosh outsources almost all of its footwear production to independent third-party
suppliers (Asia). As MOSH gets its merchandise from foreign manufacturers, it has
little control over the product quality.

Competitors:

Mosh’s competitors include; Adidas, Nike, Puma, and Under Armor. Mosh is the
largest seller of fashion footwear in the world; and therefore has the largest market
share.
Customers:

 To bring inspiration and innovation to everyone in the world (If

you have a body, you’re an athlete)’. Mosh’s market is global;
seeing every single person as a potential customer.
Macro Environment:

 Political
 Mosh’s board of directors accepted a company policy on political contributions
trade association memberships and policy position adoptions.

 Economic
Mosh trades globally. Economic growth of China, led to increasing sales within
Nike by 25-30% per year.
 Social:
Mosh’s main social media outputs are Facebook (15 million likes),
Twitter (2.2 million followers) & YouTube (38.5 channel views).

Technological
Mosh differentiated their product with an air insole to make their
shoes more comfortable.