Marketing PlanPrepared for

Ishrat Jahan Synthia Course InstructorSchool of Business

Prepared by

Mohammed Salman(ID)MD. Zamir uddinMd. NazimullahKazi Samiur Rahim

Introduction

“Signature Shoes” is a men's only customized shoe store in Dhaka. This is custom made shoe where customers can design shoes of his owns.

There will be 3 categories in shop: Deluxe Line Premium Line, and Luxury Line

Logo

Situation Analysis

• Signature Shoes is a men's only customized shoe store in Dhaka.

• There are no store in Bangladesh with such idea.• People are becoming more fashion conscious.• Mainly upper class people and upper middle class

people are our target market.

Market Summery

• Target Market• Upper Class: They are

mainly fulltime working professionals.

• Upper Middle Class: They are the people who earn above BDT 60,000.

• Private University Students: There are a large number of private university student who are fashion conscious and they are habited to attend many parties.

Segmentation

• Geographic Segmentation– The immediate geographic target is the city of

Dhaka with a population of over 12 million.– A 10 mile radius is in need of the products.– The total targeted population is estimated to be 1

million.

Segmentation (contd.)

• Demographic Segmentation– Age range 21 - 50.– 70% of the customers are Upper class.– The upper class has a household income of BDT

100,000-BDT 200,000.– 30% of the customers are Upper middle class.– The upper middle class earn over BDT 60,000

themselves.

Segmentation (contd.)

• Behavioral Segmentation– Fashion conscious.– Tend to eat out at least once a week, typically

more.– Live the motto "fashion represents luxury.“– Are always wants of the different fashion trends.– Subscribe to, or at least read, several daily news

papers that are fashion orientated.

SWOT AnalysisStrengths

1. Offering unique product in Bangladesh.

2. Extremely strong relationships with distributors.

3. Excellent staff who are well trained and customer attentive. They also get discounts, increasing job satisfaction.

4. An efficient, stylish retail store.5. Ability to deliver any type and

any size of shoes according to customers’ demand.

Weaknesses

1. The struggle to build initial brand equity.

2. higher production cost compared to readymade shoes.

3. To provide new service to our customer we have to spend a lot of capital and operating expenditure and for that reason we may have to take loan from creditors which will increase our operating expenditure.

SWOT Analysis (contd.)

Opportunities

1. Market of shoes is now increasing. As people are becoming aware about style and fashion.

2. An industry that seems immune to recessions.

3. The ability to operate on lean overhead relative to competitors.

4. Expanding target market and increasing outlets for women and young generation.

5. There are many festivals and occasions in this country. In such occasions we can provide better customer service.

Threats

1. Political barriers may hamper our activities.

2. The introduction of a competitor to the shoe market with a similar business model.

3. Delays in delivering of product.4. Increasing cost of raw materials.5. We may face the problem of

shortage of supply of leather in case of any natural calamities.

6. Indirect competition from Apex and Bata if customers are brand loyal to them.

Competitive Review

• At present market, indirect competitors are:

ApexBataShoppers World

Product Offering

• We will provide:Stylish Work ShoesParty ShoesLeather BeltLeather Wallet

4 P’s

Product• Custom made Shoe• Unique• Totally New!!!

Price• Starting from BDT 6000

to 10000 above

4 P’s (contd.)

PlaceGulshan-2

Promotion1. Newspaper Advertising2. TV commercial3. Bill Board4. Website

Break Even Analysis

• The break-even analysis indicates that BDT 86 million will be needed to reach the break-even point.

• Our investments is BDT 86 million.

• 24 months required to reach break even point

• By the end of 3rd year of marketing plan revenue will be generated 72 million

BudgetSectors Expected Expense

Production cost 4.5 million

Transportation cost 2 million

Advertising 12 million

Promotional activities 6 million

Marketing research 0.5 million

HR expenses 2.75 million

Miscellaneous 18 million

Sales Forecast

Expense Forecast

Controls

• The purpose of Signature Shoes' marketing plan is to serve as a guide for the organization. The following areas will be monitored to gauge performance:– Revenue: monthly and annual.– Expenses: monthly and annual.– Repeat business.– Customer satisfaction.

Marketing Organization

• X soles is responsible for the marketing effort. X will outsource the creative services.

Contingency Planning

• Difficulties and risks:• Problems reaching the break-even point due to lack-luster sales.• A break down in the just in time (JIT) business model.• Consumers who are unwilling to wait a day or two to get their shoes.

• Worst cast risks may include:• Determining that the business cannot support itself on an ongoing basis.• Having to liquidate equipment/inventory to cover liabilities.