The document outlines a startup aiming to enter the shoe industry, directly competing with Nike by offering sports, formal, and casual shoes with unique features like ample cushioning and high-quality Italian leather. The target market includes students, working individuals, sports enthusiasts, and the elderly, while the marketing strategy emphasizes competitive pricing, effective advertising, and a focus on customer satisfaction. The production will be based in India and Vietnam, utilizing advanced technology and local resources to maintain quality and optimize costs.

2. Introduction
• We are a start up which is trying to enter
the Shoe industry. Directly competing
with Nike due to similarity in our
products.
• Our brand is headed by our team
of 6 people who are all part of various
verticals of this business, viz: Marketing,
Finance, Research and Development and
Human Resource

3. Product Line
Our product line primarily consists of three types:
and Human Resource

4. Sports shoes
Our shoes will provide
1. Ample cushioning to absorb shocks
2. They will provide maximum heel
control.
3. They will help in preventing sports
related injuries
and Human Resource

5. Formal shoes
Our shoes are
1. Made up of Italian leather. To ensure
maximum quality
2. Manufacturers only use natural vegetable
and plant extracts to turn hides into Italian
leather.
3. Italian leather should age beautifully
gaining unique looks. and Human
Resource
Components of a formal
shoe

6. Casual shoes
1. We have a big range of colours when it
comes to the category of casual shoes.
2. One can flaunt their personality and
express your style by matching them with
their apparel.
3. They are comfortable as well, a feature
absent in most casual shoes.
4. It terms of quality they are made up
according to the best quality standards.
Durability is not a problem for our shoes.

7. Targeted market segment
Based on our research, we found out the following type of people should be targeted
Students.
For casual Shoes
Working individuals.
For Formal Shoes
Sports enthusiasts.
For Sports Shoes
Old aged people.
For Comfortable Shoes

8. Competitors Product
• Sportsmen are the majority of Nike’s products. This is due to the usefulness for sports
they exhibit towards that market, cementing their position as a brand dedicated to the
sports rather than focusing on the market which dislikes sports.
• Nike focused on these consumers by means of agreements between the Company and
athletes for product sponsorships as well as endorsements to the athletes.

9. Competitors Strategies
Marketing
Nike associates Triumph with their brand by
using sports ambassadors who are successful in
their sport
Pricing
Nike uses the Vertical
combination pricing technique

10. Minimizing input cost
• To compete with the competitor “NIKE” we have to produce our stock at low cost
without altering the quality of the products. Following is a blue print of our cost
management.
Machinery:
• We are importing the latest technology machines from china with 5 years replacement
guarantee and 5 years repairing assistance. Within 4 years we are expecting to hit the
breakeven point.

11. Labour:
• We will set up our first manufacturing unit in India to boost up the
make in India plan.
• Soon we are planning to set up our main production plant in
Vietnam.
• The main reason behind that is the availability of cheap labour and
low rates of land.
• Along with that it will generate employment in their country. Raw Material:
• Our leather will be imported straight
from Italy to maintain the quality
• Rest will be locally sourced by small
scale industries

12. Marketing plan
Marketing Plans
Advertising
Research
Distribution
Branding
startegy
Our Marketing plan will consist of 4 major factors:
1. Advertising
2. Research
3. Distribution
4. Branding strategy

13. Advertising
For advertising we will use:
Sponsorship Events
Hoardings TVCs
Social Media

14. Research
in our survey almost 99 percent people are
happy with Nike shoes but they have a
price issue. So our main focus would be a
more comfortable shoe with lower price. Branding strategy
We are going to do it in such a way that our
brand image would be at its best.
We will be very customer friendly. Our main
priority would be customer satisfaction.
Distribution channels
There will be many so that we can reach the
maximum market and increase our sales and
compete with the competitor.
.

15. Distribution Network
Majorly two channels will be used
RetailOnline