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AL

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GROUP

F

COMPANY PROFILE

COMPANY NAME : Caminar De Stil

ESTABLISH ON : NOV 2015

PRODUCT : FLATEEL

LOGO :

Flats Heels

This is what the

PROBLEM is?Carrying two

different WEARS at a

time

Do not worry

Solution is here

FLAT+HEEL

FLATEEL

F E A T U R E S

• Fashionable• eLegent• clAssy• flaT cum heel• Easy to carryAdjustablEComfortabLe

• cccccc

POLITICAL ECONOMIC SOCIAL

TECHNOLOGICAL

LEGALENVIRONMENTAL

INFLATION RECESSION SKILL LEVEL OF WORKFORCE TAXATION TO PARTICUAR

PRODUCT GOVERNMENT INTERVENTION DISPOSABLE INCOME OF BUYERS

CHANGE IN CONSUMER PREFERENCE

ADVERTISING & PUBLICITY BRAND IMAGE LIFESTYLE TRENDS CLASS STRUCTURE

RESEARCH FUNDING ADVANCEMENT &

INNOVATION IN TECHNOLOGY COMPETING TECHNOLOGY

DEVELOPMENT INFORMATION &

COMMUNICATION

CONSUMER’S REACTION GEOGRAPHICAL LOCATION

GOVERNMENT POLICIES POLITICAL STABILITY INCREASE OR DECREASE IN

TAX

PRODUCT REGULATION LICENSING REGULATION

RELATED TO INDUSTRY INTRODUCTION OF STRICTER

CUSTOM & TRADE REGULATION

STP ANALYSIS

SEGMENTATION TARGETING POSITIONING

Segmentation TableBusiness cool Business

Practical 67/baby bloomers

Senior grey Young family Young cool

Age 35-45 35-50 45-65 65+ 30-45 15-24

Sex F F F F F F

Income High High Med/High Low Med Med

Comfort & quality High Mid/High Mid Mid/high High High

Party lovers High High Low Low Med/High High

Price sensitivity Low Low/mid Mid High Mid Low/high

heel usage High High Low Low mid high

Relative segment size

30% 20% 5% 5% 10% 30%

PROFESSIONAL MASS MARKET

Target CustomerPROFESSIONALS

COLLEGE GOING GIRLS

POSITIONING STATEMENT

“We Offer DUAL classiness of wearing FLATS & HEELS in ONE

TrendyLess trendy

High in comfort

Less in comfort

STRENGTH• dual comfort• fashionable elegance • unique product• value

Weakness• young company • limited distribution • brand awareness

OPPORTUNITY• Trendsetters• No competition for short

period of time• expansion

THREAT• No barriers of entry• covering cost• failure

CORE PRODUC

T EXPECTED PRODUCT

AUGUMENTED PRODUCT

POTENTIAL

PRODUCT

PRODUCT

Works Similar as normal heels & flats

POINT OF PARITY POINT OF DIFFERENCE

Offering heels & flats in Single PRODUCT

PRICE

• Company’s pricing objective is to cater those girls/women who are either studying or working• We will use penetration pricing in order to gain the market

share quickly.• 6 Months warranty.

1499/-MRP

DISTRIBUTION PRICE LIST

DISTY PRICE

DISTY MARGIN

DISTY MARGIN %

DEALER PRICE

DEALER MARGIN

DEALER MARGIN %

RRP/MRP

INR INR % INR INR % INR

FLATEEL 1338.607 70.453 5% 1409.06 89.94 6% 1499

P L A C EDELHI

Limited distribution

Existing retailers

Local market

DISTRIBUTION CHANNELPRODUCER

DISTRIBUTOR

RETALLER

COSUMER

CONVENTIONAL

DISTRIBUTION

PACKAGING

• Simple & transparent• PP material is environment friendly

PUBLICRELATION

SALESPROMOTIO

N

PERSONAL

SELLINGADVERTISIN

G

DISCOUNT• T.V $

RADIO• PRINT AD• ONLINE

• COUPONS• OUT OF

MEDIA• SPONSOR

EVENT

Promotion Mix

INTEGRATED MARKETING COMMUNICATION

BUDGET - 1.5 LAC

Place- Delhi

Name - Finding fresh face ?

Mission – BRAND AWARENESS

Event - Fashion Show

FASHION EVENT BY FLATEEL

FRESHFACE

WINNER will get a chance to be the part of Our COMMERCIAL AD

FLATEEL FRESH FACE

TOOLSINTEGRATED MARKETING COMMUNICATION

Bargaining power Of BUYERS

Potential New THREAT

Substitute PRODUCT

Intra-Industry Rivalry(Bata, Cat walk, Tanya heath Paris)

THREAT -MODERATE

Bargaining Power of SUPPLIERS

LOWThe heels are made by Leather which may be classified as commodity, manufacture process add the value

THREAT- HIGHHEELS

HIGH

• Young girls• Price sensitive• Substitute available

POTER FIVE FORCES MODEL

BRANDINg STrATEGY

BRAND ASSESMENT: NEW TO EVERY ONE

BRAND touchpoints : LOGO, NAME

BRAND STRATEGY : BI+ASSOCIATION

BUDGETMANUFACTURING (PER PIECE) ADVERTISING SPONSORS TOTAL

Raw Material 500 Online 0 Events 200000

Labour 100 Print 100000 Campaign 170000

Production expenses 360 Commercials 350000

Total 960Out of home media 200000

FOR 500 PAIR 480000 Total 650000 Total 370000 1500000

MAR

KET

ANAL

YSIS

MAR

KET

ANAL

YSIS

In value terms, Indian footwear sector is estimated at Rs. 50,000 crore which includes domestic market of Rs. 32,000 crore and export market of Rs. 18,000 crore SOURCE: ICRA Research Service

• INDUSTRY SIZE:

Size of Indian domestic footwear industry is estimated to be worth 20-25000 corers source : ET Retail• TRENDS:

India’s annual footwear consumption of 2.1 billion pair is the third largest globally after China and USA and has recorded a healthy growth over the past decade driven by rise in income levels, higher disposable income, growing fashion consciousness and increasing discretionary spending

MARKET SHARE

CONTIGENCY PLAN

In Case the product “FAILS ” in the market

• Will Do some alteration• Reposition our product