final soul collection
TRANSCRIPT
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Final Project
Product
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Resource Person
Mr. Mobin-ul-Haq
Presented by
Anees-ur-Rehman06383-!00Hello03!8"#00!0Mehreen $a%ar0603"-06!Hello
0300&"#6!'Pro(ram
M)A P *+,
ubmission ate
&th February/ 008
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Acno1led(ementAcno1led(ement
First of all, our gratitude to All-Mighty ALLAH who gave us the energy, the motivation
and the wisdom to accomplish this research task
We have pleasure in recording our indebtedness to many people who have helped us in
this research proect!
We are grateful to Mr! Mubeen ul Ha" the Assistant #rofessor who gave us an
opportunity to e$plore, and polish our skills! At this stage, it was a great learning
opportunity for us to develop strategy for a well known company!
We also thank #lanning %$ecutives Ms!Anila &au"ir and Mr!'alman (afeel of 'oul
)ollection and 'ourcing analyst Mr! *i+wan 'addi"ue for providing us with the re"uired
information!
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+2ecutie ummary
This project encompasses various strategic marketing aspects of “Soul Collections” a
Pakistani ladies footear !rand recentl" launched !" Servis group#
The Porter $nal"sis paints the picture of a medium attractive market for ladies fashion
shoe industr" in hich threat of ne entrants% suppliers and su!stitute is lo% rivalr" is
intense and !u"er poer is high#
The P&ST anal"sis also indicated that there is no sta!ilit" for an" kind of !usiness given
the current political and economic environment# $part from the environment of our
countr"% China is also a major threat in this market#
The major competitors of Soul are St"lo% &CS and 'illi# The major ne entrant in this
industr" is Shu() !" *ata# &ver" one is tr"ing to gain competitive advantage in this less
differentiated industr"# &CS has tried this !" launching three !rands catering to high class
ith different age groups# St"lo on the other hand has gone into large distri!ution
netork in different cities and has also made a !reakthrough !" increasing its productline to kids+ girls and !o"s# ,ecentl" St"lo has recentl" launched a line of sports shoes
for their kids segment# 'illi has com!ined its on !rand along ith man" imported
!rands under one roof# $part from shoes% the" are also into !ags% !elts and other
accessories#
*ased on thorough research a marketing plan for a ne !rand under Soul Collection is
planned to launch ith the name of Senora Collections# The main concept !ehind this
product is to colla!orate ith major cloth houses for providing the customers ith shoes
and accessories that match or contrast in e-act colors and designs# This product is
e-pected to launch in autumn 2..) and prior time ill !e used for preparation of
implementation# $fter implementation of this strateg" in cuming "ears 5./ market share
is e-pected to increase from current figures
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Table of Contents
Page
Ladies Fashion Shoe Industry of Pakistan 1PEST Analysis Industry Analysis 3Supply chain )Competitor Analysis 2.Company Analysis 2)Soul Collections Current Strategies 30SWT Analysis 3!E "atri# 42
Customer Analysis 43"arketing Plan Senora Collections 41"arketing opportunities 50Schedule of marketing plan 5Appendices 0.$eferences 03
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4adies Fashion hoe 5ndustry o%4adies Fashion hoe 5ndustry o%
PaistanPaistan
ashion these da"s has !ecome ver" essential to females and the" are highl" demanding
hether its attire% shoes or accessories# Seeing this major transition in the !ehaviour of
females% ever" industr" related to females and revolutionied# The ladies shoe industr"
has also undergone changes and especiall" in the past fe "ears the transition has !een
6uite rapid# 7adies fashion shoe industr" is a ver" groing industr"# &-iting firms in
ladies fashion shoe industr"8
)randed)randed
# St"lo
2# &hsan Chappal Store
3# 'illi
4# 'etro
5# Soul Collections
0# Shu()1# Comel"
on-)randedon-)randed
# Shan Chappal store
2# 9olphin Shoes
3# $nsari shoes
4# Shamim chappal store :SCS;
<on !randed or generic retailers are in masses and are found in almost all !ig and small
markets of Pakistan# The" sale shoes on small stands outside the shops or the" have
rented shops !ut are not knon !" an" name# &ven if the" have named their shops :like
$nsari and shan etc#; the" are not knon !" people residing in other localities#
)
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%eed
Co&er our feet
Shoes
rthopedic
shoesAthletic
Shoes
Fashion
shoes
'ance shoes Work shoes (istorical
Shoes
"en)s
ShoesLadies
Shoes
Either
Shoes
Focused Industry
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PEST A%AL*SISPEST A%AL*SIS
Political +nironmentPolitical +nironment
The political arena affects the industries of an" countr"# =f the political environment is
sta!le then it is !eneficial for an" industr" !ecause sta!le political environment follos
the regularit" of the policies for an" industr"# >nfortunatel" in Pakistan% political
environment as not sustaina!le hich causes a !ad effect on almost all the industries#
Currentl" Pakistan suffers from considera!le political uncertaint" as the tenuous
governance structure put in place !" President 'usharraf has come under strain#
'oreover% among ordinar" Pakistanis% criticism of the arm" ? t"picall" among the most
respected institutions in the countr" ? and its role in governance has !ecome much more
common#The imposition of an emergenc" comes after months of political insta!ilit" and
orsening =slamist(related violence in Pakistan in 2..1# *" redirecting resources toard
su!duing Pakistani civil societ"% the move could even hinder the militar"+s a!ilit" to
com!at religious e-tremists% ho man" argue are strengthened !" authoritarian rule that
eakens the countr"+s moderate political forces
5m7act o% Political +nironment on hoe5m7act o% Political +nironment on hoe
5ndustry5ndustry
There is no special trade restriction for shoes industr"# $n" one can start this !usiness
ith the registration in cham!er of commerce#
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&-po centers are !eing introduced in some major cities to ro!ust Pakistan+s e-port
revenue# $fter the emergenc" imposed in Pakistan% our economic rating has decreased
from “$” to “*(”# 9ue to the current political insta!ilit"% foreign investment has
decreased a lot#
9ue to current insta!ilit"% Pakistan+s main stock market in arachi lost nearl" 5/ of its
value hen trading reopened on <ovem!er 5% 2..1 ? the market+s orst(ever one(da"
loss ? and the countr"+s attractiveness for foreign investors ma" ane considera!l"
upon further insta!ilit"#
5m7act o% +conomic +nironment on hoe5m7act o% +conomic +nironment on hoe
5ndustry5ndustry
9ue to this reason% there is great change and development in Shoes industr"# Shoes
industr" is much more efficient no da"s as man" firms are entering into this !usiness#
<e companies like Soul Collection% Shu )% Think Pink% Comel" shoes% san shoes% and
'etro shoes are the e-ample of this groth hich ill raise our @9P more#
ocial +nironmentocial +nironment
Social trends and the demographics are the ke" elements that are taken in consideration to
do !usiness in an" countr"# &ach countr" has different culture and trend !asing on their
norms and values#
=n ashion Shoes industr" trends are changing da" !" da" rapidl" and if "ou don+t keep
up "our pace ith this rapid transition "ou ill lack !ehind#
<o a da"+s people are !ecoming more st"lish% fashion oriented and status conscious so
the" prefer and demand for shoes hich fulfill their personalit" needs# People toda" ant
good 6ualit" products in return of the mone" that the" spend#People like to socialie# $s imported and internationall" renoned !rands are assumed to
!e prestige to use% people are more likel" to go for some !est knon products#
=n the ladies fashion shoe industr"% there is an increased trend of females to !u" shoes
that matches their outfits# Some "ears !ack% ver" neutral colors like !lack% !ron% hite
and fan ere used for ladies shoes and ere considered as a match for outfits of all
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colors# *ut this trend is !" gone no and ladies are more prone to !u" matching shoes#
*ecause of this demand from the ladies% almost all firms are manufacturing shoes of a
variet" of colors# <o% shoes are !eing manufactured in various shades of one color like
different shades of !lue% green% pink and other colors are easil" found#
$nother increased trend is of providing shoes according to various occasions like
valentines% !asantF eddings etc# for e-ample on valentines% shoes in various shades of
red are provided and displa"ed# =n the same a"% in edding season golden% copper%
silver and reds are provided !ecause of their huge demand#
$s eather in Pakistan remains arm in most of countr"+s region and it continues
appro-imatel" 1 to ) months% so in such eather "ou need more st"lish chappals# Strong
media support toards !rands is influencing people decisions a!out shoes#
echnolo(ical +nironmentsechnolo(ical +nironments
Technolog" is the !est eapon to in the ar of competition in these da"s# Those ho
have outdated technolog" are out of the competition# =n shoes industr" majorit" of
companies are manufacturing hand made shoes for competitive edge# =n Pakistani shoes
industr" usage of technolog" is ver" lo !ecause people prefer to !u" hand made shoes#
The !udget allocation for research and development in shoe industr" of Pakistan is
ma-imum 5/# 9ue to lo usage of technolog" in this industr" technological change rate
is ./#
$ !ig reason for not involving technolog" is that in ladies fashion shoes industr"% the
designs change rapidl" and ith this fast pace% machines cannot !e changed#
*ut technolog" pla"s a great role in sole cutting and pressing# 'achines are used in
Pakistan as ell as a!road for sole cutting and pressing# &arlier sole cutting and pressing
as manuall" done !ut no machines are availa!le on hich mass sole cutting and
pressing is done# $s far as the uppers of shoes are concerned% the" are em!ellished and
se6uenced !" la!or#
• Slip(ons uppers are cut on machines
• 'ass productions of shoes are having their uppers cut on machines
rend in the ne2t three yearsrend in the ne2t three years
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$fter anal"ing the current condition of the countr"% it can !e send that in the coming
"ears the environment ill not !e sta!le and the industries ill not flourish as the" have
in the past fe "ears# People ill !e hesitant to invest in !usinesses !ecause of the
insecure !usiness environment# The compan" might gro !etter keeping in mind the
previous strategies of @eneral Pervai 'usharraf !ut the overall !usiness environment
ill !e not !e favora!le# *ut in footear industr"% although china is a major threat !ut
still% there are chances of groth#
59R: AA4:559R: AA4:5
)ar(ainin( 7o1er o% su77liers ; 4o1)ar(ainin( 7o1er o% su77liers ; 4o1
• Too many suppliers
The suppliers have mushroomed specificall" in the cit" of 7ahore and arachi# Ether
than these cities suppliers can !e found in Sangla hill% Shiekhupura and asur# The
suppliers are 6uite large in num!er as compared to the !u"ers ho order them# This large
ratio of suppliers leaves the choice on !u"ers# The !u"ers have the complete poer to
ork ith as man" suppliers as the" ant and to reject the suppliers hen their orders are
made#
• Lead time short
@enerall" the lead times of providing the orders to the firms are ver" short# =f an"
supplier takes more time than others he ill not !e pursued and contacted !" the firms#
So the rivalr" among suppliers is intensified on the !asis of lead times
• Easily a&ailable 8 homogenous product
The products demanded !" all the firms in this industr" are almost the same ith little
variations in designs# So overall% the products are homogenous in nature#
• Segregated suppliers
The suppliers do not have an" union# The" are segregated and spread# *ecause of no
union of suppliers% their poer has decreased# Price ar has resulted !ecause of
segregation of suppliers#
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• Fragmented
The suppliers market is totall" a fragmented market and the concentration ratio is 6uite
lo due to influ- of suppliers ho cater to a limited num!er of !u"ers in this industr"#
• Suppliers product essential to the 9uality or performance of the business
$s almost all the firms in this industr" are outsourcing so the products 6ualit" heavil"
depends on suppliers# The !u"ers e-pect to get good 6ualit" shoes from their suppliers#
The product 6ualit" is totall" dependent on suppliers+ part# or the 6ualit" to !e
consistent% the firms arrange for 6ualit" audits to the suppliers manufacturing place#
• Product differentiation is not pro&ided by the suppliers as they ha&e to make
to designs +ith complete specifications pro&ided by the firm
$s far as the !ig names of this industr" are concerned like St"lo% &CS% 'odila% 'illi%
Soul Collections etc# the" have their on shoe designers# Ence the shoe is designed% it is
sent ith complete specification of ra materials to !e used to the suppliers# So
customiation is 6uite high as far as the designs are concerned# =n the ladies fashion shoe
industr" the product differentiation is mainl" defined in terms of designs the" offer to
their customers# So the product differentiation is defined !" the firms and not the
suppliers
• Lo+ s+itching cost
$s the ratio of suppliers is 6uite high as compared to the firms that the" are catering% so
this makes the sitching cost of !u"ers ver" lo#
• For+ard integration can happen because of lo+ entry barriers
$s the entr" !arriers in this industr" are ver" lo due to lo mainl" due to lo capital
costs% there is a threat that the suppliers can come into forard integration and this can !e
a threat from suppliers#
• The leftover inventor" stocks are returned to suppliers as claim# Suppliers then
sale those shoes to generic retailers#
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• <o technicalit" involved #suppl" chain is ver" eas" to manage in this industr" as
not much technolog" is involved in manufacturing of the shoes and as a matter of
fact outsourcing loers the risk of failure in production#
• <e entrants need to differentiate !" spending on advertising% customer services
and to some e-tent product differentiation keeping the current situation of
industr"#
• Sitching cost is lo hich is !eneficial for ne entrants if the" provide the
designs and fulfill the 6ualit" parameters defined !" the customers#
• =f e talk a!out the prevailing trends then firms like :Soul% &CS% St"lo etc; have
their on distri!ution channels#
• The onl" determinant for cost advantage is favora!le location in this industr"
• There are no government policies to limit the competition# Ether than that if there
is import dut" then it is onl" on some ra materials hich doesn+t directl" affect
our industr"#
• &-isting industr" doesn+t have an" histor" of retaliating as industr" is groing at
a fast pace hich is not a threat to the sales of ne entrants#
hreat o% ubstituteshreat o% ubstitutes
• 'achine made shoes are su!stitute products as hand made shoes are !eing
produced currentl" in the market#
• 7ife of fashion shoes is ver" short i#e# fashion trends change at a fast pace hich
makes it difficult for the su!stitutes to follo rapid changes% so threat of su!stitute
is prett" lo#
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RialryRialry
• Too man" competitors
• Compara!le marketing !udgets for !rands onl"# =f generic retailers ant to
esta!lish themselves as !rands then the" ill have to allocate ample !udget for
market resources and advertising#
• ,ivalr" is intense as competitors prone to fight each other !ecause almost all of
them have similar resources% have similar strategies and also same target market
• i-ed costs are not high thus there is no pressures for firms to fill capacit" hich
can at the end lead to price cutting hen e-cess capacit" is present#
• $s mentioned earlier% target market is almost same for all competitors that results
in almost same strategies so% competitors in this industr" do not face hard timereading each other+s :competitors; intentions accuratel".
• 7o &-it *arriers
i# <o specialied assets are involved as this is a la!or intensive industr"#
ii# There are no @overnment policies for an" firm that ants to leave the industr"#
>erall Analysis o% Porter>erall Analysis o% Porter
$fter anal"ing the d"namics of the industr"% it is evident that entr" and e-it !arriers are
lo in this industr" !ecause of hich there are an influ- pf suppliers and manufacturers
and retailers# The supplier poer is also lo as there are num!er of suppliers in the
market# $ single firm might have more than ). to . suppliers# $s far as rivalr" is
concerned it is intense as a large num!er of rivals are competing# Threat of su!stitute is
also not significant# *ut the most poerful force among these !u"ers% as !u"ers are
involved in this industr" is generic !u"ers#
<e &ntrant
7ED
*u"ers
B=@B
)
,ivalr"
=ntense
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Suppliers
7ED
Su!stitutes
7ED
u77ly <hainu77ly <hain
P r
o c e s s
9esign
Eut sourcing
,a 'aterial Shoe'anufacturer
*rands8
ISt"lo shoes&CS shoes'illi shoes*orjan shoesShu()Soul Collection%EthersJ
9istri!utionCenters
'ostl" outsourcers havetheir on distri!utioncenter#
,etailers
CustomersH&nd >sers
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Problems in su77ly chainProblems in su77ly chain
• 'emand is not collaborated i#e# information is not shared throughout the suppl"
chain hich creates a pro!lem at customers end and inventor" piles atmanufacturer+s end that increase the total costs#
• Cut1si:e order; $nother pro!lem in suppl" chain of footear industr" is cut(sie
orders of shoes !" the !u"ers# Dhen an order of a shoe is distri!uted to the outlet
from sies sat 0(2 and some of them are sold and is still demanded !" the end
customers then companies ask their vendors to produce onl" those sies that have
high demand and not a complete set of sie from 0(2 just to reduce their cost of
inventor" and on the other hand manufacturersHsuppliers prefer to manufacture
shoes in !ulk% this is the here suppl" chain eakens#
2.
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6%
4%
1%
1%
1%
0%
87%
Stylo
ECS
MILLI
Soul
Metro
Comely
Others
<om7etitor Analysis<om7etitor Analysis
Firms in 5ndustryFirms in 5ndustry
• St"lo
• &CS
• '=77=
• Soul
• 'etro
• Comel"
• @enericHnon(!randed
5ndustry Maret hare?5ndustry Maret hare?
rom the data of the industr" market share% e see that the market is highl" fragmented
and fe ke" pla"ers are in the market of ladies fashion shoe industr"
Firms Annual Sales Market Share%
Stylo 700000000 6
ECS !00000000 4"00
MILLI 100000000 1"00
Soul 1!0000000 1"00
Metro 100000000 1Comely !0000000 0"!0
Others #$eneri&non'(ran)e)* 10400000000 87
1+000000000 100
<oncentration Ratio<oncentration Ratio
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'arket is highl" fragmented as it can !e seen from the a!ove pie chart that )1/ of the
market share is consists of genericHnon(!randed retailers
"a<or Customers
$s this is ladies fashion shoe industr" so ladies are the customers#
Location of Suppliers
'ost of the suppliers are located in arachi and 7ahore and Sangla#
<om7etitors o% oul<om7etitors o% oul
rom all the firms in the market of ladies fashion shoe% three are the major competitors of
Soul Stylo that has captured ma-imum in the market share% then ECS that also has
second highest market share among famous !rands# Ether than that h" these firms are
chosen as competitors is !ecause a surve" as conducted to kno customers+ !rand
preferences and it shoed that 51/ of the customers prefers to go to St"lo folloed !"
4/ to &CS and then 2/ prefer to !u" shoes from 'illi#
tylo hoestylo hoes
rom a rather hum!le !eginning ith one rented outlet in 7ahore in 14% to !ecoming
the largest selling ladies+ shoes !rand in Pakistan and the largest ladies shoes retail
netork in the countr" as ell% St"lo Shoes has come a long a"# St"lo is currentl"
present in 0 cities ith 21 outlets and plan on e-panding further in the coming months#
Ever the "ears% St"lo has slol" !ut surel" !ecome a household name that has captured
the imagination of omen ho consider footear an essential part of their appearance# =t
is no onder that St"lo is% toda"% popularl" acknoledged as one of Pakistan+s leading
footear and accessor" !rands in omen+s fashion#
Product line
•
Part"• *ridal shoes
• $utumnHinter
• Casual
<om7etitor trate(y ; tylo<om7etitor trate(y ; tylo
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"arket Product Price Promotion 'istribution
=4operating in
international
market
.4folloing multi
market strateg"
>4 irst in
strateg"#
54 'ajor
commitment in
terms of
priorities and
resources
?4 le-i!le to
market demand
=4 Positioning a
single !rand
.4 Competing
!rand
>4 ocus on ne
users of the
product
54 ocus on ne
uses of product+s
!asic material
?4 Effering
multiple and
standard products
04 ocusing on
innovation%
modification inthe products
,4 &-tending its
product line from
females+ shoes to
kids#
=#$dopts
skimming price
strateg" hen
launching ne
designs
.4 $dopts
preemptive
pricing for run of
the mill designs#
=4 =ntensivel" uses
!oth K=ndoorK and
KEutdoorK means
to advertise and
promote its
products
=4 9irect
distri!uting
.4 9istri!ution is
e-tensive
>4 $dding
franchises
attempting to
control
distri!ution
channels#
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+hsan <ha77al tore ; +<+hsan <ha77al tore ; +<
&CS is a famil"(oned chain of ladies footear and accessories retail outlets# The first
outlet as opened in 7ahore+s famous market $narkali !" 'r# aal(e(,a! Siddi6ui in
53# The idea as to give customers good value for mone"# Soon it !ecame famous fora ide range of comforta!le and dura!le ladies chappals :sandals and slippers;# =n a fe
"ears the name &hsan Chappal Store !ecame a s"non"m for fairl"(priced comforta!le and
dura!le ladies sandals#
Product line
• Part"
• *ridal shoes
• $utumnHinter
• Casual
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<om7etitor trate(y ; +<<om7etitor trate(y ; +<
"arket Product Price Promotion 'istribution
=4 &CS usuall"
follos first(in
strateg"
.4 Caters single
market i#e# ladies
fashion shoes and
is operating
nationall"#
>4 Concentrate on
ke" markets hen
demand increases#
=4 Positions multiple
!rands% like &lements% e
circles and DSC for
different niches#
.4 inds ne uses for
products !asic
materials#
>4 =s a competing !rand
as the" are the onl" one
to launch various
!rands under its name#
54 <o customiation
regarding designs#
?4 The" innovate and
keep on modif"ing inorder to offer !etter
6ualit" shoes to their
customers#
=4 ollos
skimming price
strateg" for
their !rands i#e#
DSC% elements
and e circles#
.4 &sta!lishes
pricing
strategies
themselves#
=4 &-tensive
use of
outdoor
media i#e#
!ill!oards and
e!(ads
.4
$dvertising
strateg" just
adopted to
create
aareness of
&CS among
target market#
=4 9irect
distri!ution
strateg" is
!eing focused
!" the &CS#
.4 $dding
retail functions
to control
distri!ution
channels#
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Milli hoesMilli hoes
'illi shoes is manufacturing a ide range of ladies% gents and children shoes plus are
also offering !riefcases% allets% hand!ags and !elts# The" have also introduced a vast
range of imported shoes and e-ecutive class of parties ear shoes ith a !rand name of“,o"al 'illi”# 'illi is also esta!lished ith a sophisticated design department e6uipped
ith latest computers and 6ualit" control center supervised !" highl" professional and
6ualified staff ensuring 6ualit" products to customers#
Product line
• Part"
•
*ridal shoes• $utumnHinter
• Casual
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<om7etitor trate(y ; Milli hoes<om7etitor trate(y ; Milli hoes
"arket Product Price Promotion 'istribution
=4 Eperating in
total market#
.4 ollo the
leader strateg"#
>4 $verage
commitment in
term of
priorities and
resources#
54 le-i!le to
market demand
?4 are e-porting
shoes also to
various
countries#
=4 Positioning a
single !rand
.4 ocus on
ne users of the
product
>4 competing
!rand
54 ocus on
ne uses of
product+s !asic
material
?4 Effering
multiple and
standard
products
04 ocusing on
modification in
the products#
,4 &-tend its
market in
imported shoes
34'illi+s !rand
is under
positioned and
lots of people
doesn+t kno
a!out it#
=4 adopt
skimming price
strateg" hen
launching ne
designs and
products
.4 $dopts
preemptive
pricing for run
of the mill
designs#
=4 support
personal selling
.4 use
KEutdoorK
advertisement
to promote its
products
=4 9irect
distri!ution to
end users
.4 9istri!uting
in restricted
regions#
>4 >nlike others
&CS is adding
oned sales+
points to control
distri!ution
channels#
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Major moes o% <om7etitorsMajor moes o% <om7etitors
• &CS launched three !rands under its name i#e# DSC% e circles and elements
• St"lo adding franchises and e-panding its segments i#e# sports segment is !eing
catered !" them no#
Major +ntrant in the 4adies Fashion hoeMajor +ntrant in the 4adies Fashion hoe
MaretMaret
• 'ajor entrant after the launch of soul collection is *ata+s Shu()
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<om7any Analysis<om7any Analysis
+R@5 R>9P+R@5 R>9P5ntroduction5ntroduction
Servis @roup is Pakistan+s largest footear manufacturer and e-porter# =t also has
interests in retailing L its sister compan" Service Sales Corporation is the countr"+s
largest retailer and holesaler of footear# The @roup has diversified interests in
Te-tiles% ,u!!er products including t"res% defense industr" products% pharmaceutical
retailing and no also in ladies footear#
The @roup as set up in 5) and toda" has sales of more than ,s# 0 !illion :>S M ..
million;# The Servis @roup emplo"s 1... people in its various companies#
!roup of Companies
Service =ndustries 7imited
Service Sales Corporation :Pvt#; 7imited
9ar &s(Salam Te-tile 'ills
Servaid Pharmac" :Pvt#; 7imited
Shoe Planet :Pvt#; 7imited
Soul Collections
Dith more than 3.. retail outlets and 3 holesale depots% Service Sales Corporation
:Pvt#; 7imited is the leading retail compan" in Pakistan ith annual sales of ,s# 3 !illion#
The Compan" has esta!lished some of Pakistan+s leading footear !rands including
9E< C$,7ES% CB&&T$B% SEEN% TEN and 7=N$ and has e-clusive distri!ution
agreements ith C$T&,P=77$,% <=& and 7&A=+S#
$s part of the groth strateg"% the" have e-panded their !usinesses to include Servaid
Pharmac"% Shoe Planet and Service Communications#
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@ision tatement@ision tatement
*e the fastest groing compan" in ever" market e enter
Mission tatementMission tatementSSC +ill;
'a-imie value for its shareholders and !usiness associates#
&nsure product innovation and a !u"ing e-perience that consistentl" e-ceeds
customer+s e-pectations#
*ecome a . !illion rupee compan" !" 2.2 through leveraging its !rands%
distri!ution and retailing strengths#
7everage technolog" to gain competitive advantage#
Strive to provide an environment here emplo"ees ill !e developed% rearded
and provided ith greater opportunities#
Continue to improve the 6ualit" of life of its emplo"ees and their families#
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oul <ollectionsoul <ollections
Servis Sales Corporation after realiing the groth in the market of ladies footear
decided to start a separate !usiness unit ith the name of “SE>7 CE77&CT=E<S”# Soul
is operating as separate entit" in hand made ladies footear#Soul has opened its first shop in 7i!ert" three months ago# $fter the success and hard
ork of its enthusiastic team Soul is no opening four ne shops in Pindi% 7ink ,oad
7ahore% Shoe Plannet 7B, and Shoe Plannet B=#
The main focus of the organiation is to provide 6ualit" product to its customers# There
core competence is the comfort the" are providing# Their innovation% da" and night
efforts of the team regarding product development is ena!ling Soul to attract and increase
the num!er of customers# These capa!ilities have also alloed them to strive against the
oldest competitors like &hsan Chappal store and St"lo shoes#
Soul Collections is all a!out fusing the e-otic and colorful local aesthetics ith
international shoe standards# The design range at Soul Collections is not restricted to a
particular segment of the Pakistani consumers% !oth in its versatilit" and its afforda!ilit"
Currentl" there are 5 emplo"ees that are orking in the Soul office# The departments
include8
'erchandising 9epartment
Planning and 9istri!ution
Darehouse
Product 9evelopment
=T 9epartment
Merchandisin( e7artmentMerchandisin( e7artment
The merchandising department is !asicall" responsi!le for sourcing of the product%
selection and development of vendors# $t the initial stage samples are selected !" the
merchandiing team and 6ualit"% price% designs and other related issues are considered#
$fter the selection of product a contract :that is pre( designed !" the head office; is
signed !" !oth parties and a purchase order is issued to the vendor# Ence the order is
placed then this department is responsi!le for the follo up of orders#
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Plannin( and istributionPlannin( and istribution
$s o!vious from the name this department is responsi!le for planning and distri!ution of
product#The planning personnel)s are responsible for;
orecasting of demand and providing the merchandiing department a!out
purchasing#
&stimation and continuous evaluation of !udget so that it should not e-ceed the
planned and approved limit#
Sitching and sapping of products from one shop to other#
eeping proper information a!out the slo and hot selling articles#
eep an open e"e on inventor" so there should !e less or ver" fe chances of
stock outs#
The distribution personnel)s are responsible for the;
To distri!ute the products according to re6uirement of each shop
*asicall" the implementation of the planning is the responsi!ilit" of distri!ution#
BarehouseBarehouse
The responsi!ilities of arehouse department include8
To receive deliveries from vendors and arrange them
To check the 6ualit" of product
To generate @,< :@oods receiving note; to vendors# The vendors are then paid
on the !asis of this @,<
To keep track of claims that has !een resend to vendors for repairing#
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Product eelo7mentProduct eelo7ment
The responsi!ilities of the product development department include8
• To interact ith vendors during the hole product development process in order
too @et ma-imum !enefit and to remove the chances of errors at the designing
stage
o To come up ith creative and innovative designs
o To provide right input at each step and to develop the vendors
• To ork on improving the 6ualit"% comfort and standard of the product
5 e7artment5 e7artmentTo live% learn and ork successfull" in an increasingl" comple- and information(rich
societ"% organiations must !e a!le to use technolog" effectivel"# Dithin an effective
setting% technolog" can ena!le organiations to !ecome more efficient and competitive#
$s technolog" is !ecoming the core to success for an" organiation Soul has also focused
to adopt as much technolog" as possi!le in its operations in order to minimie the
chances of human error and improve the output#
The IT department at Soul is responsible for;
• 'aintenance of hardare and softare
• Train emplo"ees for the nel" installed retail management softare
• $dministration of all s"stems:computers; related tasks
• To coordinate ith softare providers regarding an" pro!lem in the operation of
the softare
• To take care of all settings and pro!lems regarding 7$< :7ocal $rea <etork;
connections
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oul <ollectionCs >bjectiesoul <ollectionCs >bjecties
The core o!jective of “Soul” is @to pro&ide optimum le&el of support and care thatthey ha&e committed to pro&ide through their highly skilled and moti&ated team of
professionals4
@oals in Soul are8
• 'easura!le
• Specific
• Time framed for accomplishment
Multi7le >bjectiesMulti7le >bjecties
Soul is at the position in high competitive market in ootear sector so it is more
emphasiing on strategic o!jectives% hich are as folloing8
o *igger market share
o Bigher product 6ualit"#
o 7oer cost relative to ke" competitors#
o *roader or more attractive product line#
o $ strong reputation ith customers#
o Superior customer services#
o ,ecognition as a leader in technolog" andHor product innovation#
o &-panded groth opportunities#
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<or7orate leel objecties<or7orate leel objecties
Code of business Principles
Soul feels its responsi!ilit" toards maintaining proper !usiness principles and !usiness
ethics# =t has documented procedures e-plaining !usiness principles hich are !ased on
trust% honest and !est practices# =t inculcates a culture here each emplo"ee feels its
responsi!ilit" to follo these !usiness principles hich are laid don in the !est interest
of the emplo"ees% the organiation and the environment#
Strategic Planning
That set of managerial decisions and actions that determine the long run performances of
an organiation# Strategic plans are designed and structured !" Coo and @'#
Soul using folloing procedure to reach at planning8
• SWT
Dhat are strength% eaknesses% opportunities and threatsO
• Strategic Position +ith regards to operations
Eperations a!ilit" to ork ith different products e-perience% skills and capacit"
• Competitors profiles and offeringsB SWT
Consumer profile% Segmentation strateg"% Product Strateg" and ,isk profile #SDET of
competitor+s offerings and profile#
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usiness Le&el Strategy
$s part of its !usiness strateg"% Soul plans to esta!lish itself as a leader% and increase the
overall market sie through !roader coverage of all income groups due to itsafforda!ilit"# Soul+s superior products% high 6ualit" of service% and customer support ill
ena!le it to not onl" capture market share from e-isting pla"ers% !ut also ac6uire the so
far untapped market#
Soul seeks to determine ho it ill compete% its strateg" is to8
• Effering customers innovative designs#
• Aariet" of products hich are designed differentl" for different customers#
• 7o prices to in the market#
• Bigh 6ualit" services#
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oul <ollections <urrentoul <ollections <urrent
trate(iestrate(ies
Pricin( trate(iesPricin( trate(ies
• Souls+ pricing strateg" is competitive and the" also focus on ps"chological
pricing strateg" ith certain shoe prices that are a little less than round
num!er creating a ps"chological impact e#g# ,s# 25% ,s#5 etc#
• Prices ranges are different for different shoes like for part" footear price
ranges are from ,s# .. L 25..% for !ridal and fanc" footear price rangesfrom ,s# 25.. and a!ove% professional shoes range from ,s# 5.. L ,s# 2...%
and for casual ear prices start from ,s# 5 onards#
Placement trate(iesPlacement trate(ies
o utlets8
7i!ert" 'arket% 7ahore
7ink ,oad% 7ahore
Shoe Planet% '' $lam ,oad% 7ahore
*ank ,oad% ,aalpindi
Shoe Planet% Tari6 ,oad% arachi
o 'istribution
Soul collections follo direct distri!ution to the end user strateg"# $s
Soul is sourcing manufacturing of shoes so the" are more focused to
enhance other areas of the value chain of hich distri!ution is one
area#
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ProductProduct
7adies footear and accessories
o Chappal
o Slipper
o Sandals
o closed
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Positionin(Positionin(
Soul Collections is a Pakistani ladies footear !rand that aims to provide a one stop
shopping facilit" regarding 6ualit" footear and accessories# Soul Collections is not just
a!out selling 6ualit" footear% it ants to !e identified ith providing the ultimate
shopping e-perience to our customers#
PromotionPromotion
• Promotion is t"picall" done in order to create aareness among its customers
a!out the name SE>7 collections and tries to persuade customers from their
ads !ut still needs to focus more and improve their promotion strategies#
• Soul is advertising through print media such as nespapers% magaines%
!ill!oards and also running TAC+s on national channels as ell as local
ca!les channels
• Ether than that Soul+s team visits various school and colleges as part of their
promotional strateg"#
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B> AnalysisB> Analysis
ST$E%!T(S;
• =nformal 9ecision 'aking
• inancial ,esources
• *ack of Strong Corporate group
SSC• >se of latest technolog"
• &-isting knoledge if retail
netork :Servis group;
Weaknesses;
• 7ack of =ndustr" data
• <e and unknon !rand
• Sales oriented rather than market
orientation• <e in ladies fanc" footear
• 9ealing ith uneducated cottage
industr" :Suppliers;
pportunities
• @roing market 2 *illionH "r
• Setting up a ide retail netork
• Aer" fe !rands in the market
:*rand !uilding;
• To go multinational
Threats;
• Strong competition :old !rands 35
"r old;
• China cheap production
• =nternational !rands catering to the
target market
• 9ealing ith uneducated vendors
• >nrelia!le lead times
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5nternal Factor Analysis ; 5F+5nternal Factor Analysis ; 5F+
FFACT$ ACT$
WWEI!(EI!(
TT
$ $ ATEATE
2=1562=156 TTTALTAL
SST$E%!T(ST$E%!T(S
=nformal 9ecision 'aking .# 4 0"4
inancial ,esources .#.1 3 0"+1
*ack of Strong Corporate group SSC .# 4 0"4>se of latest technolog" .#.1 3 0"+1
&-isting knoledge of retail netork
:Servis group; .#.1 3 0"+1
Customer service .#.1 4 0"+8
@ood ualit" :dura!ilit"% comfort% ; .#.3 3 0"0,
WWEAD%ESSEAD%ESS
7ack of =ndustr" data .# 3 0"-
<e and unknon !rand .#.) 2 0"16
Sales oriented rather than marketorientation .#.5 0"0!
<e in ladies fanc" footear .# 3 0"-
9ealing ith uneducated cottage
industr" :Suppliers; .#.) 2 0"16
7imited colors .#.) 0"08
Total #.. +"8!
+2ternal Factor Analysis ; +F++2ternal Factor Analysis ; +F+
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FFACT$ ACT$
WWEI!(EI!(
TT
$ $ ATEATE
TTTALTAL2= 8 562= 8 56
PP$T%ITIESPP$T%ITIES;; @roing market 2 *illionH "r .#. 3 0"-
Setting up a ide retail netork .#5 4 0"6
Aer" fe !rands in the market
:*rand !uilding; .#5 4 0"6
To go multinational .#.3 3 0"-
Serve multi(markets .#.1 3 0"+1
TT($EAT($EAT;;
Strong competition :old !rands 35
"r old; .#. 0"1
China cheap production .#5 0"1!
=nternational !rands catering to the
target market .#.5 2 0"1
9ealing ith uneducated vendors .#.5 3 0"1!
>nrelia!le lead times .#5 0"1!
Total #.. 2#00
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+ Matri2+ Matri2
" a r k e t A t t r a c t i & e n e s s
5
>
.
=
'edium $ttractiveness
$verage Competitive
Position
5 > . =
usiness Strength
$fter anal"ing the SDET and plotting the e-ternal factors and internal factors on the
@& matri-% Soul falls in the categor" of cash co# The categor" shos that the industr"
attractiveness is medium as industr" groth rate and the @9P are the same that is 1/# =n
this industr" Soul is an average firm !ut it is due to the fact that it is ne in the industr"#
=n ) months it has captured / share in this highl" fragmented market#
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<ustomer Analysis<ustomer Analysis
<ustomer Pro%ile<ustomer Pro%ile
The customers that Soul is targeting are the ur!an females ma" it !e professional ornon(professional females ho are st"le and fashion conscious# These ladies not onl"
ant st"le and fashion !ut along ith this the" also ant comfort and good 6ualit"
shoes#
<ustomer emo(ra7hics<ustomer emo(ra7hics
The age of our targeted female+s market varies !eteen ) "ears to 35"ears# This
varia!le shos that these females are "oung% single or married having one or to
kids# The targeted segment is educated% one ho has at least done matriculation# The"have a good fashion sense and can differentiate !eteen good and !ad 6ualit"
products# The minimum income level of the targeted audience is thirt" thousand# Soul
is targeting the segment of the upper middle and upper class#
Psycho(ra7hic e(mentationPsycho(ra7hic e(mentation
The ps"chographics gives an insight of the activities% interests and opinions of our
target audience# The target audience is 6uite trend"% st"lish and li!eral# the" like to
hang out% part" and like to socialie# The" ant to keep pace ith on going
moderniation and ant to adopt the latest fashion trends !ut at the same time the"
follo traditional st"les according to the event# emales are demanding rapid change
in designs as fashion is changing 6uite fre6uentl"#
)ehaioral e(mentation)ehaioral e(mentation
The major !enefits that customers seek are good 6ualit" and comfort# The target
market is females ho are prone to fre6uent shopping# Their !u"ing of shoes can !e
on impulse !asis as ell the" !u" shoes on various occasions like edding% &=9%
!asant and other festivals# Target audiences of shoes are informed audience ho
kno hat t"pe of shoes are in fashion and here kind of shoes are availa!le# $
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surve" on consumer !ehavior of the targeted audience toards shoe shopping shoed
that females tend to !u" shoes ver" fre6uentl"#
5m7ortant chan(es tain( 7lace in e(ment5m7ortant chan(es tain( 7lace in e(ment
=f e take a glimpse of past regarding the !u"ing !ehavior of shoes% limited colors ereavaila!le in the market and even females ere unaare of the fact that the" ill respond
positivel" toards variet" of colors that match ith their clothes# *ut ith the passage of
time this need as realied and firms started providing variet" of colors hich as
appreciated
Previousl" design of high heels as not availa!le in lo heels or flat shoes !ut no firms
are providing a single design in variet" of heels or flat shoes# This is a ver" recent trend#
Maret ered by oul in the oerall hoeMaret ered by oul in the oerall hoe
5ndustry5ndustry
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Maret ered by oul in the Fashion hoeMaret ered by oul in the Fashion hoe
5ndustry5ndustry
P P2 P3
'
'2
'3
' Q @ents P Q ashion shoes
'2 Q 7adies P2 Q $thletic shoes
'3 Q ids P3 Q Erthopedic shoes
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Dhile defining the market served in the overall shoe industr"% Soul is onl" catering to the
ladies fashion shoe industr"# The ladies fashion shoes is further categoried into three
areas i#e# casual% semi(formal and formal shoes and Soul is serving all these three
categories in the ladies shoe market# So in shoe industr" soul focuses in single market
strateg" hereas in ladies fashion shoes the" have adopted the market specialiation
strateg"#
P P2 P3
'
'2
'3
' Q @ents P Q Casual
'2 Q 7adies P2 Q Semi(formal
'3 Q ids P3 Q ormal
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e%inin( oulCs Maret )oundariese%inin( oulCs Maret )oundaries
Soul+s 'arket !oundar" can !e defined as it is catering to handmade shoes in the ladiesfashion shoe market#
4)
rthopedic Shoe
Athletic Shoe
Work Shoe
Fashion Shoe
!ents
Ladies
Dids
(and made
Semi machine made
"achine made
Technology 2(o+6
Customer Functionusage
2What6Customer groups
2Who6
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Maretin( Plan ; enoraMaretin( Plan ; enora
<ollections<ollections
5denti%yin( the e(ment o% this Product5denti%yin( the e(ment o% this ProductThe segment hich Soul has targeted for “Senora Collections” is the "oung ur!an female
married or single% professional or non(professional ith an income level of a!ove thirt"
thousand# The target segment for this product is the same that Soul Collections as
earlier targeting# The main reason for the same target audience is that the ne product
ill !e an augmented product for the same audience# Senora ould !e something that
ill fulfill their latent demand hich previousl" as not !eing fulfilled#
The target customer+s decision of !u"ing our product is influenced !" influencers hich
are usuall" famil" or friends
Segment - Urban Females of Lahore
Lahore .o.ulation /otal )%)0%...emale .o.ulation o Lahore !+% 46+!,+0
market Sie emale #ur(an* 40% 18!0-68lo2er an) mi))le lass ur(an emale70% 1+,!+!8
u..er mi))le an) u..er lass emale-0% !!!110
5denti%y the trate(ic rou7 you 1ant to Doin5denti%y the trate(ic rou7 you 1ant to Doin=n the ladies fashion shoe market% strategic groups can !e !roadl" categoried
geographicall"# @eographical categoriation refers to the num!er of outlets that each
compan" has in different regions# The strategic groups in ladies fashion shoe industr" can
!e defined as
# 7adies shoe regional
2# 7adies shoes national
7adies shoes national group comprises onl" of St"lo# St"lo is the onl" !rand that has
adopted the strateg" to go national in the countr"
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7adies shoe regional comprises of &CS% 'illi% Soul Collections and other shoe retailers#
Their shoe shop outlets are confined in one cit" onl"# Particularl" &CS% 'illi and Soul
have located their outlets in 7ahore cit"#
The Soul Collections is in national ladies shoe categor" !ut the Senora Collections ill
!e initiall" launched regionall"# *ut the target of this product line is !e availa!le
nationall"#
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Maretin( Mi2Maretin( Mi2
ProductProduct
%ame
$ soul collection is launching its ne !rand named as SeGora collections hich is
Spanish ord meaning Ra lad"+# $s target market is females that h" this name has !een
chosen#
&er&ie+
Dhen looking at the fashion shoe industr" of Pakistan at a glance% it+s 6uite o!vious that
the shoe retailers order shoes keeping in vie the seasonal changes in demand like open
shoes for summers% pumps or close for the inters and the part" ears# *ut hat the"
• $t the start of ever" season all major cloth shops have this information a!out hat
t"pe of cloth% designs and hat color schemes ill !e offered !" them to their
customers in the upcoming seasons# Soul collection ill go for colla!oration ith
renoned cloth houses and ill offer shoes i#e# formal% semi(formal and casual
shoes that e-actl" go ith cloths !ought from these cloth houses# The selection
and design of shoes for a particular season ill !e done keeping in vie the colors
and designs that ill !e offered in that season and various cloth fa!rics ill also
!e used in shoes to match cloths !ought# The design and st"le of the footear ill
change !ecause the demand of this product is seasonal#
• Ether than that soul ill offer its customers ith some accessories like !elts%
jeelr" items and hand !ags made out of the same cloth and design that is of
shoes#
enefits
• Customers are offered +ith total solution
Previousl" females used to take cloths to a num!er of shoe shops and match colors
accordingl"# <o the" ill kno that Soul collection is offering all that the" antand ish for ( matching shoes and accessories that go ith the st"le and fashion of
the particular season#
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• Pro&iding Place and Time tility
The idea of making the accessories and footear matching and in line ith the latest
trends of the clothing ill give the savv" and fashion conscious females place and
time utilit" there !" providing a one stop shop#
• p1to1date fashion style
$s Soul Collections ill !e colla!orating ith the clothing !rand and clothing house%
so the compan" ill easil" get to kno hat st"les% trends and colors that ill !e in
vogue for the particular or coming season# =t ill provide an edge to Soul Collections
as the" ill !e designing their shoes accordingl" ith the demand of the season#
• Time sa&ing
&arlier females used to !e going to different places for !u"ing the matching
accessories and shoes# The" had to e-plore the market to get the !est of accessor" and
shoes matching# 'an" of the times it so happens that the" don+t find the accurate
accessor" and shoe that matches !est ith their attire# $ll this activit" is ver" time
consuming# Providing the necessar" items of matching under on roof ill hugel" save
females time !ecause Soul ill engage itself in “e-ploring the market” activit" hich
earlier the females ere doing#
• Easy choice selection
eeping in vie the variet" of apparel that ill !e offered in the coming season% Soul
Collections ill !e designing shoes accordingl"# The color com!inations of the
upcoming fa!rics ill !e ver" critical to the designing of footear and the shoes ill
!e designed either matching ith the attire or in contrasting colors there !" giving
variet" of choice to our target customers#
Features
• 9ifferent fa!rics used in shoes
• Aariet" in collection
• 'atching and contrasting color scheme in ever" design
Product Line
• Casual
• Part"
• Semi(formal
• *ridal
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Promotional trate(yPromotional trate(yThe promotional activities ill !e conducted to create aareness in such a a" that
people !elieve that Soul has the ultimate solution to their highl" st"lied need for shoes
and accessories to match the cloths the" are !u"ing# These Souls fashion shoes% !ags%
!elts and jeelr" items are the best option to go ith clothes the" have purchased#
&ver" cloth house ill add Soul+s matching shoes and accessories in their catalogues and
have models orn those shoes ith the !rands clothing posters
ATL and TL acti&ities
• *ill!oards at attractive locations like in 7i!ert" market% 9B$% Cavalr" *ridge%
eropur ,oad% jail ,oad and link road#• TAC on channels that are mostl" atched !" target market like
o =ndus
o Bum
o @eo entertainment
o $,
o TA one
o The music
o $$@
o 'tv
• ,adio $d
o .0#2 Bum '
o ' .
o ' .3
o '
o ' )
o ' ..
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Positionin( trate(yPositionin( trate(y
The positioning strateg" for Senora Collections is attri!ute !ased strateg"# Positioning
strateg" is developed in such a a" to emphasie on uni6ue and distinctive !enefit#
SenoraRs customer are the people ho !elieve that Soul collection is a place here the"
can meet their fashion needs and are assured of the fact that hatever the" are looking for
availa!le on the outlet#
Senora Collections offer an arra" of shoes and accessories hich is designed in line ith
the upcoming cloths colors% fa!ric and design hich an innovative one stop shop solution
suited to the st"le needs of toda"+s omen not catered !" an" competitor !efore#
Tag line
One stop – style shop
PlacementPlacement=nitiall" 7ahore ill !e a focus and SeGora collections ill !e placed at regular outlets of
Soul collections as people are aare of them and are alread" located at convenient and
attractive places#
Eutlet locations
• 7i!ert" 'arket
• 7ink ,oad% 7ahore
• Shoe Planet% '' $lam ,oad% 7ahore
Collaboration
Colla!oration is planned ith the folloing renoned cloths shops of 7ahore
• Saleem a!rics
• *areee+
• =nternational Cloth 9epot
• ia
• $roshi
• *anarsi ,aheem *rothers from arachi
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• $l(ajr
• 'oon *anarsi
Colla!orations ith designers :like haadi% Bajra Ba"at% arma% Paisle"% 'aria * and
9eepak Perani etc; are dependent on the customer response for a!ove mentioned clothshops# =f the response is overhelming% then Soul Collections ill enter the designer
Baute Couture market of Pakistan#
Pricin(Pricin($s the Senora Collections launched !" Soul ill !e one of a kind idea of providing
footear to match the upcoming trends of apparel# =t ill !e the uni6ue selling point for
Senora Collections# $nother important thing for determining the price is that the
colla!oration is ith all the leading cloth retailers ho are charging high price !ecause of
their esta!lished name# $ll these aspects have to !e considered hile determining the
price of Senora Collection shoes and accessories# The !est pricing here ould !e
Premium pricing as it ill !e a uni6ue product offered to the ladies# $part from this% it
is largel" o!served that ladies have ala"s !een cra" to go for e-act matching and
uni6ue items# So the premium pricing ill !est suit here#
*elo ta!le shos the appro-imate or average total cost and price of casual% fanc" and !ridal shoes#
Variable CostsCasual Per
Pair RupeesParty Per Pair
RupeesBridal Per
Pair Rupees
Packaging *o- 0 ) 7a!or 25 55 )5,a material .. 25. 4..Transportation Cost 5 5 5Total Aaria!le Cost 30 3) 5.i-ed Cost Per Pair 30 30 30
Total Cost Per Pair 12 354 531
$ppro- Price,upees 'inimum 5.. ... 2...
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<ost tructure<ost tructureThe cost structure that soul needs to consider hile determining the price largel" includes
varia!le and fi-ed costs#
The fi-ed costs include
9S7 2...>tilit" 1....,ent 45....
En average Soul Collections stocks 5... pairs of shoes on each shop# So the fi-ed cost
per pair ould !e appro-imatel" ,s 30
The appro-imate fi-ed and varia!le cost structure is shon !elo
Paca(in( trate(yPaca(in( trate(y
Packaging for Senora collections ensures that shoes are kept in a secure !o- at the sametime look contemporar"# =t is to focus that Senora collections+ packaging have a definite
identit" in the market in terms of shape and color and for this purpose ne packaging is
suggested i#e#
Variable CostsCasual Per
Pair RupeesParty Per Pair
RupeesBridal Per
Pair Rupees
Packaging *o- 0 ) 7a!or 25 55 )5,a material .. 25. 4..Transportation Cost 5 5 5Total Aaria!le Cost 30 3) 5.Fi#ed Cost Per Pair 30 30 30
Total Cost Per Pair 12 354 531
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istribution strate(yistribution strate(ySoul collections follos selective distri!ution strateg" as it e-plores potential areas that
are preferred !" customers and opening its outlets at these locations to ensure availa!ilit"#
or Senora collections distri!ution ill initiall" !e focused in 7ahore region on soul+s
outlets that are alread" operating in various areas# =t is a !etter option as target market is
no aare of Soul+s name
Pro%it and 4oss tatementsPro%it and 4oss tatements
Profit and Loss Statement Current Year 1st Year !"
in#rease$nd Year %"
in#rease
Sales 5....... 1,!000000 +6-+!0000
CE@S -7!00000 487!0000 6!81+!00$ross 3roit 11+!00000 146+!0000 1,74-7!00
E.enses !6+!0000 7-1+!000 ,87187!0
E5I/ !6+!0000 7-1+!000 ,87187!0
/aes #1!%* 84-7!00 10,687!0 1480781-
et Inome 4781+!00 6+1!6+!0 8-,10,-8
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Maretin( >77ortunitiesMaretin( >77ortunities
)uyers)uyersPotential customers are those ho visit and are regular customer of cloth houses !ut do
not visit Soul collections# The target !u"ers are the female
Product and serice deelo7ment andProduct and serice deelo7ment andinnoationinnoation
• Proper platform for training sales persons i#e# train them on ho to deal and
convince customers for !u"ing a shoe# Ether than that the" should have fashion
knoledge and must !e a!le to guide customers for purchasing shoes that go ith
their st"les#
• Time !eteen customer demand for a shoe and the time in hich a sales person
!rings that shoe has to !e minimied to min
Maretin( >bjectiesMaretin( >bjecties
=4 Assumptions
• Economic Assumptionso The sie of segment of ur!an females in 7ahore is an appro-imation and
estimation#
• Technological Assumptions
o ,a materials especiall" fa!ric ill !e provided !" the retail houses ith
hom the colla!oration is made#
o <o , G 9 ill !e re6uired as the trend forecast ill !e primaril" done !"
the retail cloth outlets
•
Socio1political Assumptionso 'arket is medium to attractive that+s h" ta-es are e-pected to rise in the
coming fiscal "ear
o Customers are highl" conscious a!out their st"les and are concerned a!out
aesthetic feel
o Customers are aare of the fashion needs
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o The trend of matching and contrasting shoes and accessories ith attire is
increasingl" !ecoming popular
.4 Primary b<ecti&es
o Financial b<ecti&es
The financial o!jectives of Soul Collections are to !oost the sales
and increase it from the current level to 35/ increase in the ne-t
three "ears#
$ 5./ increase in current market share is e-pected in ne-t three
"ears
o Entrepreneurial b<ecti&es
i# e" success factors=4 $vaila!ilit" of matching shoes and accessories
.4 or see the trends of colors and st"les in the coming seasons
>4 $ttractive product presentation
54 Dell(trained and e-perienced ork force
?4 Clear image in minds of target audience that Soul collections
has matching shoes and accessories as ell as has idest range
of design in each categor" as clear market position conve"s a
clear and consistent compan" image#
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hree :ears Maretin( MAR >bjecties o%hree :ears Maretin( MAR >bjecties o%enora <ollectionsenora <ollections
The e-pected launch of the Senora Collections ill !e in autumn 2..)# =n $ugust 2..)% a
campaign ill !e held to create aareness of Senora so that people !ecome full" aare
of this product !efore the peak season of &id and eddings# The research done highlights
the potential outlets to target initiall" ill !e Saleem a!rics% *areee+% =nternational
Cloth 9epot% $roshi% for casual and part" and *anarsi ,aheem *rothers from arachi%
$l(ajr and 'oon *anarsi for the !ridals#
To sustain the competitive advantage that Soul Collections ill have ith the launch of
Senora Collections% entr" !arrier ill !e created !" making a deal to sta" ith these retail
cloth houses to sta" ith Soul and not colla!orating ith an" other firm at least for the
ne-t three "ears
*" the launch of Senora Collections% the target market share of at least 5./ increase ill
have to !e achieved in the three "ears# This target is likel" to !e achieved as in one "ear
souls has alread" captured / of the market share !" providing more or less the same
product its competitors are offering#
Soul Year &ar'et Share(nnualSales )ndustry Sales
&ar'et Share"
" )n#rease inShare
Soul Current ear 1!0000000 1+000000000 1
Soul et ear 1,!000000 1+840000000 1"! !0Soul Comin ear +6-+!0000 1-7-8800000 1", +6"6
Targets of opportunity
• =nitiall" in the first "ear the target ill !e the large retail cloth outlets !ut after the
over helming response of customers% colla!orations ith the high end haute
couture Pakistani !outi6ues ill !e done#
• @eographical e-pansion !" launching Seora collections into other cities after
colla!orating ith potential cloth houses situated in area#
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chedule o% Maretin( Planchedule o% Maretin( Plan
AA<5@55+<5@55+ 9RA5>9RA5>
$esearch
• Pest H Porter
• Consumer beha&ior to+ards this
idea through 9uestionnaires4
2 months
Analysis of Findings 2 (3 eeks
'etail marketing plan 2informal
discussion on Collaboration Idea6
3 ( 4 eeks
Presentation marketing head da"
Appro&al eek
Implementation of plan ( 2 months
Promotional Acti&ities L 2 months
Launch $ugust 2..)
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A77endicesA77endices
uying Preference
Target Audience facing problems +hile searching matching shoes
03
es
87%
6o
1-%
es
6o
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Preference for our Product
04
7es
,+%
6o
8%
7es
6o
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Re%erencesRe%erences
#millishoes#com
#servis#com#st"loshoes#com
#ecsehsan#com
#lahore!aar#com
#google#com
222"9uikm(a"om&stratey& matri* &ge 'mkinsey&
222":alue(ase)manage ment"net&metho)s;ge ;mkinsey"html
222"(rs'in"om&mo)els&mo)el17"as.
222"e)uationsu..ort"o"uk&)o2nloa)s&r<h&5OS/O;COS=L/I$;$>O=3;MA/>I?".) 222".erley(rook"umk"maine"e)u&sli)es&s.rin%+0+007&5=S411&5=S;411;)ay;1+"..t
http8HH#ansers#comHtopicHlahoreOcatQtravel
http8HH#orld00#comHasiaHsouthasiaHpakistanHlahoreHpeoplehttp8HHen#ikipedia#orgHikiH7ahore