Flat + Heel = FLATEELS unique product in the market of footwear

1. E L
G
R
O
U
P
F

2. COMPANY PROFILE
COMPANY NAME : Caminar – De - Stil
ESTABLISH ON : NOV 2015
PRODUCT : FLATEEL
LOGO :

3. Flats Heels
This is what
the
PROBLEM is?
Carrying two
different
WEARS at a
time

4. Do not worry
Solution is here

5. F
L
A
T
+
H
E
E
L
F
L
A
T
E
E
L

6. • Fashionable
• eLegent
• clAssy
• flaT cum heel
• Easy to carry
AdjustablE
ComfortabLe

7. POLITICAL ECONOMIC SOCIAL
TECHNOLOGI
CAL
LEGALENVIRONMENT
AL
 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

8. STP ANALYSIS
SEGMENTATION TARGETING POSITIONING

9. Segmentation Table
Business 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

10. Target Customer
PROFESSIONALS
COLLEGE GOING
GIRLS

11. POSITIONING STATEMENT
“We Offer DUAL classiness of wearing FLATS & HEELS in ONE

12. Trendy
Less trendy
High in comfort
Less in comfort

13. 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

14. Bargaining
power Of
BUYERS
Potential New
ENTRANT
Substitute
PRODUCT
Intra-Industry Rivalry
(Bata, Cat walk, Tanya
heath Paris)
THREAT -MODERATE
Bargaining
Power of
SUPPLIERS
LOW
THREAT- HIGH HIGH
POTER FIVE FORCES MODEL

15. CORE
PRODUCT
EXPECTED
PRODUCT
AUGUMENTED
PRODUCT
POTENTIAL
PRODUCT
PRODUCT

16. Works
Similar as
normal
heels &
flats
POINT OF PARITY POINT OF DIFFERENCE
Offering
heels &
flats in
Single
PRODUCT

17. P
R
I
C
E
• 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.

18. DISTRIBUTION PRICE LIST
DISTY
PRICE
DISTY
MARGIN
DISTY
MARGIN %
DEALER
PRICE
DEALER
MARGIN
DEALER
MARGIN %
RRP/MR
P
INR INR % INR INR % INR
FLATEEL 1338.607 70.453 5% 1409.06 89.94 6% 1499

19. P L A C E

20. DISTRIBUTION CHANNEL
PRODUCER
DISTRIBUTOR
RETALLER
COSUMER
CONVENTIONAL
DISTRIBUTION

21. PACKAGING
• Simple & transparent
• PP material is environment friendly

22. PUBLIC
RELATION
SALES
PROMOTION
PERSONAL
SELLING
ADVERTISING
DISCOUNT
• T.V $
RADIO
• PRINT AD
• ONLINE
• COUPONS
• OUT OF
MEDIA
• SPONSOR
EVENT
Promotion Mix

23. BUDGET - 1.5 LAC
Place- Delhi
Name - Finding fresh face ?
Mission – BRAND AWARENESS
Event - Fashion Show

24. FASHION EVENT
BY FLATEEL
FRESH
FACE
WINNER will get a chance to be the
part of Our COMMERCIAL AD
FRESH FACE

25. PRINT MEDIA
(NEWS PAPER)
SOCIAL MEDIA (FACEBOOK)
TOOLS
INTEGRATED MARKETING COMMUNICATION
BUS BILL BOARD

26. BRANDINg STrATEGY
BRAND ASSESMENT: NEW TO EVERY
ONE
BRAND touchpoints : LOGO,
NAME
BRAND STRATEGY : BI+ASSOCIATION

27. BUDGET
MANUFACTURING (PER PIECE) ADVERTISING SPONSORS TOTAL
Raw Material 500 Online 0 Events 200000
Labour 100 Print 100000 Campaign 170000
Production expenses 360 Commercials 350000
Total 960
Out of home
media 200000
FOR 500 PAIR 480000 Total 650000 Total 370000 1500000

28. MARKETANALYSIS
MARKETANALYSIS 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

29. MARKET SHARE

30. CONTIGENCY PLAN
In Case the product “FAILS ” in the market
• Will Do some alteration
• Reposition our product

31. Efforts By :- Deepshikha Gupta
Sakshi shekhawat
Sachin Chaudhary
Shweta Pareek
Neha Kumari
Hansika Batla