Footwear Business(Retail)

Prepared by : Rajesh Srivastava

• Take a retail business brand of your choice or make a brand

• Develop business brief

• Explain outdoor & indoor media will be used

• Share one outdoor & one indoor media with example in detail (sample

story board)

Assignment :

Assumption : following assumptions are taken in advance

• Mr. Woo is a multination Co. has operations in more than 150 countries

• Mr. Woo is entering Indian footwear market

• Marketing entering strategy & business case is already being prepared

Index :

• Market snapshot

• Market entering strategy

• Brand Mission Statement

• Communication Strategy & comms proposition

• Stakeholder promotion plan

• Promotion Plan Brand launch campaign – Teaser ad Sustainment campaign

Outdoor Indoor

Industry Attractiveness Business Strength

Rs. 15,000 Cr. Industry, expected to be Rs. 28,000 Cr by 2015

not present in Indian footwear business

Industry is growing @ 8.8% (CAGR)

Men’s footwear accounts for 50% of the total market, women’s shoes constituting 40% and kidsʹ at 10%

Diverse segment :Male : Mass market, Economy market, Sport market, Premium leather & LuxuryFemale : Traditional, Designer, formal, Casual, sports

Great knowledge of diverse markets and customers

Diverse TG - middle class, upper middle class & High class

Great knowledge of dealing with diverse TG

Market is substantially price driven, with branded footwear constituting approx. 42% of the total market size

Big business house may dominate the upstream supplier

Customer bargaining power is high while supplier is moderate

Company has Good brand pull may help to reduce the power of downstream suppliers

Market Factors:

Industry Attractiveness Business Strength

Type of Competition - High Leading business house, has presence in multiple countries

Type of Industry – Fragmented (Big & small player, local & MNCs)

Has talent, capability and competencyCompany is highly responsive to the market

Technological integration is important to improve value chain

Co. is using 4G network, which will give an edge over competition and highly engaged in social platform

Competition has PAN India presence India is new for the Co.

Competition has clearly defined its TG (Bata, Liberty, Action, Nike, )

Has huge customer base of which can be used as testimonials for bring confidence in brand.

Competition Factors :

Industry Attractiveness Business Strength

Trend of nuclear families Experience of multiple countries / TG

Many Women or both parents works

Long distance to college / workplace Amongst top 3 private footwear players in the world

Lack of time to shop groceries & cook Know for their design , quality & services

Long working hour, people look for something ready to eat / shop

Doing business in all the kind of leather good & sports materials

Usually lunch time are short Political influence in leather exports

Best passed time for youngsters

Increase in middle class families

Many options, Low Customer commitment

Regional Taste & cultural implications

Environment friendly products - cost high

Govt. emphasis on the usage of bio-degradable products

Social, Cultural, Political & Environment Factors :

Industry Attractiveness Business Strength

Size (Rs. 7000~8500 Cr.)Growing @ 25%, expected to be at Rs. 28,000 Cr by 2015

Cash rich company (more than $ 50 billion company)

Initially investment are high for brand building, which will reduce over a period of time

No Entry Barrier (Easy entry & Exit) resulting big/small players & highly fragmented

May pour money to acquire profitable businessCompany has good brand pull

Financial Factors:

Porter’s 5 Forces : Competitive Analysis for Footwear Business

Potential

Entrants

Other

Stakeholders

Buyers

Substitutes

Industry

Competitors

Rivalry Among

Existing Firms

Suppliers

Threat of New

Entrants

Bargaining

Power of

Buyers

Relative Power of

Unions, Govt., etc.

Bargaining Power

of suppliers

Threat of

Substitute

Products of

Services

High

High

Moderate

Low

Low

Index :

• Market snapshot

• Market entering strategy

• Brand Mission Statement

• Communication Strategy & comms proposition

• Stakeholder promotion plan

• Promotion Plan Brand launch campaign – Teaser ad Sustainment campaign

Outdoor Indoor

Phased-in Entry

Ignore for Now

OpportunisticEntry

Rapid Entry

Low High

Firm’s ability to Exploit the Market

Business Strategy for India :

Phased-in entry approach for market entering

• Phased-in entry to open independent outlets to attract additional customer base & for

strengthening brand mainly in Tier-1 cities.

• Opportunity for chaining / franchising thru. COCO / CODO / DODO

• Promote online arm to give an edge over competition on responsiveness to the

market.

• Company has deep pockets, may acquire established footwear chain to reducedIndustry rivalry and increased Bargaining Power.

Suggested Strategy for India :

Index :

• Market snapshot

• Market entering strategy

• Brand Mission Statement

• Communication Strategy & comms proposition

• Stakeholder promotion plan

• Promotion Plan Brand launch campaign – Teaser ad Sustainment campaign

Outdoor Indoor

Mr. Woo offers a line of contemporary shoes for the

man who wants to go his own way. They are shoes

for the urban, upscale, stylish man who wants to

project an image of being one step ahead.

Mr. Woo

Mr. Woo offers a line of contemporary shoes for the man

who wants to go his own way. They are shoes for the urban,

upscale, stylish man who wants to project an image of being

one step ahead.

Mr. Woo

Mr. Woo offers a line of contemporary shoes for the man

who wants to go his own way. They are shoes for the urban,

upscale, stylish man who wants to project an image of being

one step ahead.

Mr. Woo

Mr. Woo offers a line of contemporary shoes for the man

who wants to go his own way. They are shoes for the urban,

upscale, stylish man who wants to project an image of being

one step ahead.

Mr. Woo

Mr. Woo offers a line of contemporary shoes for the man

who wants to go his own way. They are shoes for the urban,

upscale, stylish man who wants to project an image of being

one step ahead.

Mr. Woo

Index :

• Market snapshot

• Market entering strategy

• Brand Mission Statement

• Communication Strategy & comms proposition

• Stakeholder promotion plan

• Promotion Plan Brand launch campaign – Teaser ad Sustainment campaign

Outdoor Indoor

Communication Strategy :Audience

Benefit

Compelling factors DesignStyle

Passion Point : “A man of action, who is the front runner”

Mindset:• Status symbol• Aggressive & modern• Be different • Advanced image• Showoff• Attract Girls / Peers• Interesting

“Mr. Woo offers a line of contemporary shoes for the man who wants to go his own

way. They are shoes for the urban, upscale, stylish man who wants to project an

image of being one step ahead.”

• Urban Male• Ages (18~24)• Sec. – A~A+• Mainly Unmarried• New / Additional buyer• Students / Young Executives• Low usage

Rational• International Style• Muscular & Speedy• High design & quality

Emotional• I wear international product• Trendsetter

Lead the change

Communication Proposition : Mr. Woo

Index :

• Market snapshot

• Market entering strategy

• Brand Mission Statement

• Communication Strategy & comms proposition

• Stakeholder promotion plan

• Promotion Plan Brand launch campaign – Teaser ad Sustainment campaign

Outdoor Indoor

Stakeholder Promotion Plan :

Mr. Woo

Fashion Shows

(Expect the unexpected)

Fashion update viniates

It Speaks

(A Jewel for Man like u)

Leadership Summit

TV Programme Sponsorship

(Young Trunk)

Adventurous Trips

(Know the Unkown)

Joint Promotion

with Airlines / Lounges at

Airport

Mall Display (Emporio, Ambiance)

Magazine Promotion

(Stuff / Maxim)

Brand Ambassador

(Amir Khan)

Bill Boards

Joint promotion

with

Digital & CRM

360 promotion Plan0

Index :

• Market snapshot

• Market entering strategy

• Brand Mission Statement

• Communication Strategy & comms proposition

• Stakeholder promotion plan

• Promotion Plan Brand launch campaign – Teaser ad Sustainment campaign

Outdoor Indoor

Promotion Plan : Teaser Ads

Sky is your limitLead the change

Walk on !!!Rock on !!!

Buy & Fly : Campaign

Indoor Campaign

Campaign Plan : Visit “Mr. Woo” outlet and do purchase of worth Rs. 10,000/- and get a chance become brand ambassador

Objective : improve top-of the funnel “Familiarity, Favorable opinion and Consideration” of the brand at the same time push bottom of the funnel the “shopping & intent”

Spotlight is Calling

Raw Idea

Print Ad :

Lead the change

Pitch without a hitch

Activation Idea : Malls

Outdoor Campaign

Lead the change

You can be the one

Activation Idea :

Thank You