A marketing strategy for sustainable shoes.

1. ECO-STEP
Sell Your Sole- IIT KANPUR
Marketing Strategy Competition by Entrepreneurship Cell IIT Kanpur
Shubham Malviya Taneeshq Yogi Sunandan Kuldeep Rohit Dakhane

2. GREEN SOLE – OVERVIEW
• Established in May 2015 by Shriyans
Bhandari & Ramesh Dhami.
• It’s a Navi Mumbai-based brand
which offers handcrafted vegan
footwear.
• It also refurbishes old shoes and
gives them back to needy ones to
protect them from diseases caused
by unprotected footwear.
GREEN SOLE – PRODUCT OFFERING
MEN’S
• Slipper’s price: Rs 899
• Shoes range: Rs 999- 3499.
WOMEN’S
• Special Product*: Rs 499
• Slipper’s price: Rs 899
• Shoes range: Rs 999- 3499
GREEN SOLE – MARKET PRESENCE
• Distribution through website and
other e-commerce companies.
• Manufacturing unit in Navi
Mumbai
• Appreciated by Ratan Tata, Barack
Obama and other prominent
figures.
GREEN SOLE – SWOT ANALYSIS
STRENGTHS
• Eco-friendly Shoes
• Low cost
• High growth potential.
WEAKNESS
• Lack of product variety and unreliable
R&D infrastructure.
• Lack of past experience
• Lack of funding.
OPPORTUNITY
• Rising demand for Eco-friendly shoes
across the globe ($26.64 Bn till 2030)
• Equilibrium in Indian market (due to
awareness)which is yet to be captured
• The “Donate the shoe” model is POD
among the competitors.
THREAT
• High competition in the vegan shoe
market. (Nike, Adidas AG, OluKai etc.)
• less awareness among Indian
customers.
Introduction Customer
Identification
Marketing
Strategy
Digital Marketing
Roadmap
Collaboration
Ideas
Budgeting & ROI
Social Media
Strategy

3. IDENTIFYING TARGET CUSTOMER
Total Population of India: 140 Cr
0 10 20 30 40 50 60 70
Old People (60+)
Working Class (30-60)
Youth (15-29)
Children (10-14)
Distribution of population among various
age groups
1. Distribution of population among
various age groups.
2. Amount of population willing to pay for
sustainable product.
0 10 20 30 40 50
Old People (60+)
Working Class (30-60)
Youth (15-29)
Children (10-14)
Percentage of people willing to pay for
sustainable product
3. Amount of population aware of
sustainable shoes.
0 5 10 15 20 25 30
Old People (60+)
Working Class (30-60)
Youth (15-29)
Children (10-14)
Percentage of people aware of suatainable
shoes
4. Amount of population willing to pay for
sustainable shoes.
0 5 10 15 20 25 30
Old People (60+)
Working Class (30-60)
Youth (15-29)
Children (10-14)
Number of people willing to pay for
sustainable shoes
After performing four steps of
segregation we reached the more
targeted customer base
= 32.157 Cr
5. Segregating customers based on
their purchasing power.
• Upper class: 7% = 2.25 Cr
• Middle Class: 52% = 16.721 Cr
• Economical Weak: 41%
Our Target Customer base:
= 18.97 Cr
Introduction
Customer
Identification
Marketing
Strategy
Digital Marketing
Roadmap
Collaboration
Ideas
Budgeting & ROI
Social Media
Strategy

4. Digital Channels
• Search Engine Optimization
Content Marketing
• Social Media Marketing:
Instagram, snapchat, twitter,
Myntra fashion, Pinterest,
Facebook, YouTube Ads.
• OTT platforms.
• Website Development
• College campus
• Newspaper Ads with articles
• Events Sponsoring Like Marathon
Retention and Reward Marketing
• Providing Coupons or Points to frequent
customers on User generated content
• Incentivized Referral Programs
• NGO Collaborations
Offline Strategies
• Follow Up Survey -
Product Awareness
• Incentivized Referral Programs
User Experience
• Sense of responsibility for the sustainable and eco-
friendly environment by providing them with
knowledge about the one step they had taken
towards sustainability.
• Voice of Customer on Social Media – Customer
engagement
• Redeemable reward Points on providing old used
shoes
• Multi channel Engagement
Strategy 1st
• Feedback loop marketing
Strategy 2nd
Customers Acquisition
Key marketing processes
Introduction
Customer
Identification
Marketing
Strategy
Digital Marketing
Roadmap
Collaboration
Ideas
Budgeting & ROI
Social Media
Strategy

5. End-to-end digital marketing optimization
SEO helps to increase listing in organic
searches
Optimize search on paid keywords for
advertisement display
Improvement in affiliate conversion rate
Focusing on marketing funnel to
reduce drop of rates of different
marketing channels and customize the
journey for prospective customers
versus existing customers
Personalized treatment
personalized and customized
for specific customer
characteristics.
Getting More
Optimal Reach Get More Acquisition Get more Value
Customer experience by
increasing engagement rate
and offer arbitration optimum
choice of which revenue and
non revenue offer should be
shown to customers
Introduction
Customer
Identification
Marketing
Strategy
Digital Marketing
Roadmap
Collaboration
Ideas
Budgeting &
ROI
Social Media
Strategy

6. Ideas for Collaborations
Field-based surveys and events can be organised at local levels to spread
aware about the environmental impact created by simple personal
contributions. The following organisations have proved their stand and
collected thousands of local people along, for the cause.
The Centre for Science and Environment (CSE) has played a pivotal role
in raising awareness about environmental issues, pollution control, and
sustainable development. CSE's research and advocacy efforts have had a
significant impact on shaping environmental policies and practices in India.
The Sattvic Soul Foundation: It is a network of inspiring young people
under the age of 30 working together to address the challenges in society.
They are working on various SDGs focusing on education, environment,
health, women's empowerment, etc. Teams of Sattvic souls are present in
various Odisha districts and other parts of India.
Personal contacts and official reach through linkedin, email communication
and other platforms will help in achieving our success.
Introduction
Customer
Identification
Marketing
Strategy
Digital Marketing
Roadmap
Collaboration
Ideas
Budgeting &
ROI
Social Media
Strategy

7. Distribution of Funds
Assumptions:
1. All the search engines, OTT platforms,
social media platforms and e-commerce
website advertisements would run for
the entire year.
2. Website domain and hosting to be
maintained for the entire year.
3. Covering max of 4 colleges in a year.
Calculation of annual budget
= 12 x (8k+3k+10k+8k+10k+16k) + 4 x 25k
= 760k
P.S.-
1. User**- The average number of users
using the platform, in our target
customer group, in India, who search for
sustainable products. Assuming that
30% of users search for sustainable
products.
2. At college, all the students have
assumed exposure to the product, so,
only 0.2% conversion rate applies.
Platform Charges Users** Total Cost
Google sponsored
ads
80-160 CPM 60Cr(18Cr) 8000 per month
Linkedin promotion 400 CPM 10Cr(3Cr) 3000 per month
OTT platform 10000 4Cr(1.2Cr) 10000
Website
-redesigning
-domain
-hosting
5000 (one time)+
1000 (recurring)+
2000 (recurring)
0.36Cr(0.01% of
interactions from
other platforms)
5000 (one time)+
3000 (recurring)
Ecommerce Ad
campaign
(myntra etc.)
150 CPM 1.5Cr(0.45Cr) 10000 per month
College Campus
Visits(Events, Fests
etc.)
15-20k(funds)+
5-10k(merchandise)
10-20k students
per college(30k)
20000-30000 per
college
Youtube Ad
Campaign
16 per view/click
(avg 1000 views)
46Cr(13.8Cr) 16000 per thousand
views
Introduction
Customer
Identification
Marketing
Strategy
Digital Marketing
Roadmap
Collaboration
Ideas
Budgeting &
ROI
Social Media
Strategy

8. Calculation of ROI
Calculation of Revenue:
Assumptions:
1. 0.1% of total users interact with the ads/website and then 0.2% of them buy a product.
2. The average cost of the products is considered Rs.1500 per unit.
Total Revenue = Buyers x Avg. Cost per product
= (360+60+24+9+276+60+8) x 1866.66
= 797 x 1866.66 = 14,87,728 Rs
Calculation of ROI:
Assumptions:
1. All the operating expenses, logistics charges and all other fixed and variable costs are included in “other expenses”,
assumed as 15%.
Profit = Revenue – Marketing Investment – Other expenses
= 1487728 - 760000 – 223159
= 504728 Rs
ROI on marketing expenditure = Profit/Marketing Investment
= 504728/760000 = 0.66
Introduction
Customer
Identification
Marketing
Strategy
Digital Marketing
Roadmap
Collaboration
Ideas
Budgeting &
ROI
Social Media
Strategy

9. SOCIAL MEDIA STRATEGIES
Introduction
Customer
Identification
Marketing
Strategy
Digital Marketing
Roadmap
Collaboration
Ideas
Budgeting &
ROI
Social Media
Strategy

10. THANK YOU

11. Website References
1. Google search engine results- green sole - Google Search
2. Bing search engine results- green sole - Search (bing.com)
3. Palmbay herald- Vegan Footwear Market SWOT Analysis And Key Business Strategies, Demand & Forecast
2020 – 2030 (palmbayherald.com)
4. The business research company- Vegan Footwear Market strategies, Size, Industry Trends, Growth By 2032
(thebusinessresearchcompany.com)
5. Statista- India: income wise distribution 2021 | Statista
6. Govt. Of India Press- 5c80e2225a124Handbook of Urban Statistics 2019.pdf (mohua.gov.in)
7. AI tools for suggestions