Rocket Dog is a fairly new company, it started in California in 1997.  Their brand was predominantly aimed at the female market with only Rocket Dog for women available, however more recently mens and childrens ranges have also been added.

As a company focused on the younger market, they are aware of the impact of social networking websites and the potential for reaching their target audience. Bebo, Facebook, MySpace and Twitter are all used by Rocket Dog to help them in interacting with their potential customers. Another tool employed by the company is sponsoring events such as the annual party in Coachella Valley and also at various music events in the US and other countries.

Of course they are not unique in utilising marketing techniques such as these, many other companies also do similar things.  However this combined with the detailed and exciting design that go into many of their products, it seems that they have established themselves as a potent force, particularly with the Rocket Dog women’s shoe range. Even the famous company logo seems to have a buzz about it, the famous running dog, inspired by the pet of one of the founders.

The pricing strategy used seems to be comparable with similar fashion footwear companies, not high end designer prices but not budget price either. Getting the price spot on is obviously an important decision, you want to get as many sales as possible but you want to convey the message of a high quality product. Setting the price mid range seems like a fairly sensible tactic.  Some brands of womens trainers or sneakers are aimed with exclusivity in mind and command a high price in order to achieve this.  A more balanced approach seems to be to concentrate on making the design and quality of the product become it’s uniqueness. This is one company who seem to have achieved this, as their ongoing success demonstrates.