7/30/2019 Documents 602

1/30

MARKETING PLAN

7/30/2019 Documents 602

2/30

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

7/30/2019 Documents 602

3/30

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

7/30/2019 Documents 602

4/30

Secret to Success

High Quality

Reliability

Dependable

7/30/2019 Documents 602

5/30

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

7/30/2019 Documents 602

6/30

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

7/30/2019 Documents 602

7/30

Hush PuppiesComfort footwear

Rs. 1500 Rs. 7000

BataComfort footwearRs. 700 Rs. 5000

However NO ONE offers medicated designer Heels

Current Market Trends

7/30/2019 Documents 602

8/30

We offer comfortable designer

Sandals

Flats

Shoes

Heels

Our STAR DesignerHeels with

Acupuncture !!!

Product Review

7/30/2019 Documents 602

9/30

SWOT ANALYSIS

7/30/2019 Documents 602

10/30

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

7/30/2019 Documents 602

11/30

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

7/30/2019 Documents 602

12/30

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

7/30/2019 Documents 602

13/30

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

7/30/2019 Documents 602

14/30

OBJECTIVES

We are here to appeal and uphold

consumers. Our services will gobeyond theexpectations ofour consumers.

7/30/2019 Documents 602

15/30

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

7/30/2019 Documents 602

16/30

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.

7/30/2019 Documents 602

17/30

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.

7/30/2019 Documents 602

18/30

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

7/30/2019 Documents 602

19/30

MARKETING MIX

7/30/2019 Documents 602

20/30

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

7/30/2019 Documents 602

21/30

DISTRIBUTION CHANNEL

7/30/2019 Documents 602

22/30

ADVERTISING AND PROMOTION

Mall Activities

LocationMagazines Ads

Social Media

Website Strategic Client

Relationship

7/30/2019 Documents 602

23/30

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)

7/30/2019 Documents 602

24/30

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

7/30/2019 Documents 602

25/30

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)

7/30/2019 Documents 602

26/30

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

7/30/2019 Documents 602

27/30

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/-

7/30/2019 Documents 602

28/30

Break-even AnalysisPer unit variable

cost

Rs. 1576

Avg. per unit selling

price

Rs.2125

Fixed cost Rs. 5,300,000

7/30/2019 Documents 602

29/30

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

7/30/2019 Documents 602

30/30

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.