Target Market Needs

Sanjo can meet the needs of the target market because it is a high-quality shoe that provides comfort and comes in different ranges of styles, with the non-athletic segment being the largest revenue generator in Canada. The product strategy is important as well, as Canadian consumers have a strong appreciation for vintage and classic aesthetics, making Sanjo’s heritage sneaker designs an attractive option particularly amongst the Gen Z and Gen Alphas. With the rising demand for eco-friendly footwear, the brand can leverage its sustainable materials and ethical production practices to appeal to conscious shoppers. The Y2K and 90s revival has influenced the sneaker trend for what it is today. Other brands such as Converse and Doc Marten has seen a peaked interest in there iconic 90s styles. Sanjo being around for 90 years and making its comeback in 2019 with changes has put them in a better brand position so that the Sanjo brand can flourish within the Canadian market. For pricing Sanjo should position itself as a premium, yet affordable heritage brands this way they are positioned with their competitors.