it is about a marketing plan for a shoe brand called 'easy steps'

1. ‘ ’

2. Opportunity Analysis
Swot Analysis
1 Competitor Analysis
2 Product Opportunity
3

3. Swot Analysis
1 Strength
3 Competitive Pricing
2
1 Quality Product
Differentiated line of
products
4 Strong distribution
channel
5 Modern Manufacture
facilities

4. Swot Analysis
1 Weakness
3 New
to the Market
1 Insufficient
Promotional activities
2 Big Market
Competitor
4 Inability to catch
Present trend
5 Vat and tax
barrier

5. Swot Analysis
1 Opportunities
Despite political turbulence a segment of our middle-class is coming up with reasonable buying power. Many of
them are women who are decision maker so the city stores our products may attract them as whole of the family
footwear can be available there.
Consumer like differentiated products.
They like to shop in a store where they serve the whole family.
More competition results in more campaign for products.

6. Swot Analysis
1 Threats
1. Political instability affects the supply of raw materials and distribution of
finished products.
2. New companies like Bata, Apex, Homeland, Pegasus of Bangladesh and
the foreign companies like Nike,
Reebok, Adidas are already in the market with good quality product. Have to
keep up with them respect of quality.
3. Rapid market expansion program by organized competitors like BATA.

7. Competitor Analysis
2
Fortuna
BangladeshApex LibertyBata

8. Product Opportunity
3
Easy Steps is a footwear company that will launch new products in the market
which were not available in the market before. Our unique product attractive
looks product for upper middle and upper income group. Bata, Apex, Liberty and
others competitors are focus on comfort but we are here to change the lifestyle
of people. We will launch waterproof, sweet absorber, customized shoes. Which
will create a huge impact on the market which others competitor cannot think of
the market is staging. We are here to bring new trend to the market.

9. Market Segment
1 Demographic
2 Geographic
3
Psychographic
Psychographic

10. Market Segment
V a l s
1 Innovators
2 Thinkers
3 Achievers
4 Experiencers
6
5 Believers
Striver
7 Makers
8 Survivors

11. Target Market
Basically our target customers are youth. Age 18-35. Our business is
more focused to them. We also have few plan for other customers .

12. Marketing Strategy & Mix
Product Price
Promotion Place
Advertising
Sales Force
Publicity
Channel
Inventory
Logistics
Brand
Packaging
Service
List Price
Discount
Credit Terms

13. Brand Positioning Strategy
Product Differentiation
Differentiation with the latest Differentiation via Specialization

14. Brand Positioning Strategy
Product Positioning Strategy
Pricing as a
positioning strategy
Positioning strategy
based on Product Class
Positioning Based on
Uniqueness
1 2
3

15. Brand Development
Brand Elements
1
Name
Logo
Slogan
Easy Steps
Walk Like Never Before

16. Brand Development
Striver
2
3
4
5
Memorability
Meaningfulness
Likeability
Transferability

17. Pricing Strategy
Value based pricing

18. 1 2 3 4
Experience Competitive
advantage
High quality Engaged and
feedback from
Customers
Market Offering

19. Perceived Quality
Performance Features Reliability
Durability Fit And finish

20. Conclusion
Walk Like Never Before

21. Thank You All