documents 602
TRANSCRIPT
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MARKETING PLAN
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Introduction
Market for womens store is strong! However nothing outthere supports the womens medical needs. The pain that is
cause by the wearing a designer heel or shoe had nosolution, until now.
Women with taste of high sense of fashion need not toworry anymore.
Introducing: CatwalkA brand designed with this inmind. Heels and shoes with acupuncture features built inthe soles
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There are few pressurepoints on your feet,which if pressuredcorrectly can trulyrelieve back pain.
With the help of these special
medicated insoles sown within theheels, the footwear will automaticallytackle those spots and actually easeback pain as you walk!
Why Acupuncture
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Secret to Success
High Quality
Reliability
Dependable
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We know you want to be fashionable
We know you want comfort
We know you need support
We know you want reliability
We know you have an image to maintain
We know you want to be hip
Yet Comfortable!
Who needs to be a model to do a Catwalk
Customer View
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Catwalkis targeting two population segments within the broad category of the fashion conscious female withdisposable income & ample knowledge to care about their health.
Professionals:
Full time working professional women. Typically earning Rs.100k and above
Purchase shoes for workplace & leisure
Have money to spend on shoes
Will take advantage of this reality that shoes should be medically beneficial
Housewives:
Has plenty of disposable income because of their husbands. Women love shoes, and spend fair amounts of time shopping forthem. The household income of this group is Rs.200k and above..
They have the money & time
The knowledge of medical harms
The DESIRE to repair this medical wrong
Demographics
Age: 28 50
SEC A (High Class)
SEC B (Middle High Class)
Target Market
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Hush PuppiesComfort footwear
Rs. 1500 Rs. 7000
BataComfort footwearRs. 700 Rs. 5000
However NO ONE offers medicated designer Heels
Current Market Trends
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We offer comfortable designer
Sandals
Flats
Shoes
Heels
Our STAR DesignerHeels with
Acupuncture !!!
Product Review
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SWOT ANALYSIS
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StrengthsStrong Suppler Relations
Very well trained staff
Well-Organized Outlet
Provide Luxury with Comfort
Durable Features
Low Cost Labor
Good Exposure to Export MarketsRaw Materials Available Effortlessly
Exporter-Friendly Govt. policies
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Weaknesses Struggle to build Brand Equity
Fashion is unpredictable
Lack of awareness of image
Low level of modernization and up-gradation of technology
Integration of developed technology is very slow
Unskilled labor
Less number of organized product manufacturers
Lack of fresh investment in the sector
Weak support infra- structure for exports
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OpportunitiesGrowing fashion consciousness
globally
Market trend towards healthcareGrowing international and
domestic markets
Exposure to newer markets through Fairs
Retain customers through quality supplies andtimely deliveries
Fewer players in the foot CARE market
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Competition will increase high profitability in this market.
Highly unhygienic environment
Difficulties in accessing testing &designing
Non availability of quality footwear components
Uneconomical size of manufacturing unit
Weak support infra- structure for exports
Severe energy crisis in the country
Threats
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OBJECTIVES
We are here to appeal and uphold
consumers. Our services will gobeyond theexpectations ofour consumers.
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OBJECTIVESSome of the objectives ofCatwalk are:
A one stop shop for all your footwear needs
To become the shoe shop of choice for the consumer Breakeven after 12 months
Make month on month profit after 12 months
Will expand to Lahore and Islamabad in the second year
To become the biggest shoe brand in Pakistan within 5 years
Growth of repeat consumers up to 3% Attracting new customers at a rate of 9%
Experience a two digit growth rate for the initial three years
Decrease stock overhead up to 5% every year
Enter profit zone by the end of second year
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MARKETING STRATEGY
Part ofCatwalk marketing strategy will be based solely on location.Located in the trendy Zamzama Lanes that receives abundant walk-throughtraffic.
This location will cost a premium and will not be directly linked to themarketing budget as rent has been categorized under general overhead
Advertising
Marketing campaign to increase target customer's awareness
MissionTo provide Karachi with an upscale selection of women's shoes, sandals &comfort heels along with outstanding customer service. We exist to attractand maintain customers. When we adhere to this maxim, everything else willfall into place. Our services will exceed the expectations of our customers.
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POSITIONING
Premier outlet for women's fashionable shoes
Providing Karachi comfort with style
Competitive edge is an unmatched selection in Karachi
Achieved in two ways:
Specific effort to carry as many styles of shoes as possible
The recognition of this unserved market of medical problems
Unique inventory model
Stocks a large number
Can offer far more styles
This model is effective because women will buy shoes based on styleand definitely when the added advantage of comfort is given.
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PRODUCT STRATEGY Skilled and specialized craftsmen
High quality material
Designs with intricate patterns
Special products
Spread awareness
Building customer loyalty
Clear communication
Impeccable location
Advertisements, Social Media & Mall Activities
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MARKETING MIX
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PRICINGDesigned in a way to compete with the
prices of other medicated/comfort
footwear
Normal Line: Rs.600 Rs.1800
Medicated Line: Rs.800 Rs.4500
Market skimming pricing strategy
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DISTRIBUTION CHANNEL
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ADVERTISING AND PROMOTION
Mall Activities
LocationMagazines Ads
Social Media
Website Strategic Client
Relationship
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CUSTOMER SERVICE Exceeding customer expectations
Only make promises that we can keep
Listen to the client
Manage complaints efficiently
Be helpful & courteous
Train our staff well
Take the extra step
Throw in something extra(knowledge booklet)
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Action Plan
June:
Store Opening
2 Mall Activities (3 days each)
Magazines ads (monthly)
Social websites (ongoing)
Exhibitions
August: Discounted products and Campaign pheley aye pehley
payee
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Budgets & Financials
Objective: Achieve Annual sales ofRs.25 million
We will sell
Normal Line Units: 560 units per month(@ average of Rs.1500/unit)
Medicated Line Units: 400 units per month(@average of Rs.3000/unit)
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INCOME STATEMENT
for NEXT Three yrs.
Y-1 Y-2 Y-3SALES 24,480.000 27,418 30,708COGS 17,664,000 19,783,680 22,157,722
GROSS PROFIT 6,816,000 7,633,920 8,549,990
0 0
OPERATINGEXPENSES 0 0
Rent expense 1,080,000 1,209,600 1,354,752
Salaries 720,000 806,400 903,168
Commission 489,600 548,352 614,154
Marketing 2,500,000 2,800,000 3,136,000
Depreciation 80,000 89,600 100,352
other expense 200,000 224,000 250,880
utilities expense 720,000 806,400 903,168
Total expenses 5,789,600 6,484,352 7,262,474
Net Profit 1,026,400 1,149,568 1,287,516
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Sales & Cost of Goods Sold
Type
Ave.CostPrice
Selling
Price
UnitSold
Monthly Annual SalesAnnualCOGS
Normal 1200 1500 56010,080,000
8,064,000
Medicated 2000 3000 40014,400,000
9,600,000
Total 2200 4500 960
24,480,000
17,664,000
Total Annual Revenue: Rs.1,026,400/-
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Break-even AnalysisPer unit variable
cost
Rs. 1576
Avg. per unit selling
price
Rs.2125
Fixed cost Rs. 5,300,000
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Break
Evenunits Fixed cost -> 5,300,000
9654
Units/annum
per unit selling price -> Rs.2125
per unit variable cost -> Rs.1576
Rs.549
Break Even will be achieved when we
sell 804 units per month
Since we aim to sell to sell 960 units permonth we break even within a year anideal situation
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Controls
Revenue: Warning signals will be monitored for signs ofdeviation from the plan - include monthly and annuallysales.
Expenses: Procedures will be followed for monthly andannual expense observation.
Repeat business: Enhance our company with new andupdated technology and keep up with competition.
Customer satisfaction: Trained management will be hired toserve the customer to the very best and strict measures willbe taken in case of customer dis-satisfaction.