PowerPoint Presentation

BUSINESS PLAN PRESENTED BY: GREESHMA V.

OVERVIEW OF BUSINESS

Mercury is a branded women footwear in India, which provides most sort after and exotic range of high fashion footwear for fashion freaked, forward looking & free thinking women.The brand is an epitome of grace, elegance, sensuality & poise. Footwear's are specially designed and crafted to illuminate a women's inner character, mood & feminity. the motto footwear's for each Season

Mercury Rising is organized as a partnership business between Ms. Greeshma .V, who is an accessory designer with an experience of 3 years in womens footwear industry and Ms. Keerthi Kalesan who is a BBA with CA degree from Christ University, she has working experience of 6 years in retail Industry in the name of Mercury, will be located at Ibrahim Street, Commercial Street in Bangalore. Manufacturing & packaging, is outsourced locally in Tamil Nadu. Warehouse at Bangalore, distribution channel consists of MBO, Own Shop and E- Commerce. Initially through MBO & Own Outlet, Lifestyle, Central & Myntra.

GreeshmaKeerthi

INDUSTRY & TARGET MARKET

At present, Women's share of the market is 30% .Men's market is growing at a CAGR of 10% & Women's market is growing at a much faster CAGR of 20 %.Casual footwear accounts for over 70 per cent of the total footwear market.Location: Bangalore, Womens Population in Bangalore: 4, 79, And 743 more than 50% is youth population. 20% of urban women working a) Geographic Segmentation: Mercury rising wishes to serve the customers of Bangalore city, the store will be located at Commercial Street which is a shopping district. b) Demographic Segmentation: we are targeting women, aged 15 to 38, having disposable income of over INR 18k and above. c) Psychographic Segmentation: our targets are the style conscious and ambitious of the middle and upper social class.Customer Characteristic: Young, fun loving, playful, Trendy affordable fashion and trendy style.

THE CONCEPT

Mercury Rising will minimize the competition by targeting specific niches, generally focusing onother retail stores whose prices are too expensive, lack quality andare not "shoe size efficient".The selection will range from the basics ofcomfortable flats and sandalsto thetrendystyle ofstiletto. Mercuryhas three keys to success. The first is establishing a high quality, high value relationship with its vendors and customers. The second key is Points of difference: Interchangeable straps, fashion forward, durable high strength, use in any weather and affordable pricing, half sizes availableThe third key is backward Vertical integration in supply chain and Image differentiationManagement will rely oncustomerfeedback,suggestions, and sales reports tointroduce or eliminate certain brands, styles and sizes.

MARKETING STRATEGYMercury Risingwill differ from other retail shoe stores because we will always be less expensive than the competition, but we will still maintain the high quality of our footwear. Mercury Risingwill aggressively pursue all contacts through networking.Also, offer a sales promotion on a monthly basis, such as:buy one, getone half pricebuy one, get one freehalf off on shoes from the previous season"Mercury Rising" offers (for every Rs.3000 purchase, the consumer receives an additional 15% off of their next purchase)

INTEGRATED MARKETING COMMUNICATION PLANNING

SALES FORECAST

expectedgrowth rateof 20% annually on footwear sales and 15 % initially on accessories. Capital of Rs. 20 Lakhs, Bank loan of 10 Lakhs @ 12.5 interest rate .START-UPRequirements(IN Rs)Start-up ExpensesLegal 50,000Stationery, business cards etc. 45,000Credit Card Set-up 15,000FED EX Account 25,000Supplies (special made shoe boxes, invoices, etc.) 35,000Website Start-up 230,000Showroom Rent amount(1Yr) (950sq. ft) 6,00,000Total Start-up Expenses 1,000,000Start-up AssetsCash Required 150,000Start-up Inventory(3 months in advance) 450,000Other Current Assets 300,000Long-term Assets 1,100,000Total Assets 2,000,000Total Requirements 3,000,000

BREAK EVEN During the end of second year the business will reach break even

RISK FACTORThe womens wear footwear market is a crowded space there are as many as twenty different brands on the market today. So Why does the market need another footwear brand? Consumers in the market would appreciate what we were trying to do create the sizes which only a very few provide, which when you buy 1 pair, take home 3 different styles.CRITICAL SUCCESS FACTORS (CSFS) To Have Profitable UnitsTo Secure Premiere LocationsTo Lead All Competitors in Unit DevelopmentTo Maintain Favorable Margins & Reliable DistributionTo Achieve Operational Excellence

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