This marketing plan is for Signature Shoes, a men's customized shoe store in Dhaka. It targets upper and upper middle class men. The plan outlines market analysis, segmentation, SWOT analysis, competitive review, product offering, pricing, placement, promotion, budget, sales and expense forecasts, controls, organizational structure, and contingency planning. The goal is to reach break even within 2 years with an investment of 86 million BDT.

2. Marketing Plan
Prepared for
Ishrat Jahan Synthia
Course Instructor
School of Business
Prepared by
Mohammed Salman(ID)
MD. Zamir uddin
Md. Nazimullah
Kazi Samiur Rahim

3. Introduction
“Signature Shoes” is a men's only customized shoe
store in Dhaka. This is custom made shoe where
customers can design shoes of his owns.
There will be 3 categories in shop:
 Deluxe Line
 Premium Line, and
 Luxury Line

4. Logo

5. Situation Analysis
• Signature Shoes is a men's only customized shoe
store in Dhaka.
• There are no store in Bangladesh with such idea.
• People are becoming more fashion conscious.
• Mainly upper class people and upper middle class
people are our target market.

6. Market Summery
• Target Market
• Upper Class: They are
mainly fulltime working
professionals.
• Upper Middle Class: They
are the people who earn
above BDT 60,000.
• Private University
Students: There are a
large number of private
university student who
are fashion conscious and
they are habited to
attend many parties.

8. Segmentation
• Geographic Segmentation
– The immediate geographic target is the city of
Dhaka with a population of over 12 million.
– A 10 mile radius is in need of the products.
– The total targeted population is estimated to be 1
million.

9. Segmentation (contd.)
• Demographic Segmentation
– Age range 21 - 50.
– 70% of the customers are Upper class.
– The upper class has a household income of BDT
100,000-BDT 200,000.
– 30% of the customers are Upper middle class.
– The upper middle class earn over BDT 60,000
themselves.

10. Segmentation (contd.)
• Behavioral Segmentation
– Fashion conscious.
– Tend to eat out at least once a week, typically
more.
– Live the motto "fashion represents luxury.“
– Are always wants of the different fashion trends.
– Subscribe to, or at least read, several daily news
papers that are fashion orientated.

11. SWOT Analysis
Strengths Weaknesses
1. Offering unique product in 3. The struggle to build initial brand
Bangladesh. equity.
2. Extremely strong relationships 4. higher production cost compared to
with distributors. readymade shoes.
3. Excellent staff who are well 5. To provide new service to our
trained and customer attentive. customer we have to spend a lot of
They also get discounts, capital and operating expenditure
increasing job satisfaction. and for that reason we may have to
4. An efficient, stylish retail store. take loan from creditors which will
5. Ability to deliver any type and increase our operating expenditure.
any size of shoes according to
customers’ demand.

12. SWOT Analysis (contd.)
Opportunities Threats
3. Market of shoes is now increasing. 1. Political barriers may hamper
As people are becoming aware about our activities.
style and fashion. 2. The introduction of a competitor
4. An industry that seems immune to to the shoe market with a
recessions. similar business model.
5. The ability to operate on lean 3. Delays in delivering of product.
overhead relative to competitors. 4. Increasing cost of raw materials.
6. Expanding target market and 5. We may face the problem of
increasing outlets for women and shortage of supply of leather in
young generation. case of any natural calamities.
7. There are many festivals and 6. Indirect competition from Apex
occasions in this country. In such and Bata if customers are brand
occasions we can provide better loyal to them.
customer service.

13. Competitive Review
• At present market,
indirect competitors
are:
 Apex
 Bata
 Shoppers World

14. Product Offering
• We will provide:
 Stylish Work Shoes
 Party Shoes
 Leather Belt
 Leather Wallet

15. 4 P’s
 Product  Price
• Custom made Shoe • Starting from BDT 6000
• Unique to 10000 above
• Totally New!!!

16. 4 P’s (contd.)
 Place  Promotion
 Gulshan-2 2. Newspaper Advertising
3. TV commercial
4. Bill Board
5. Website

18. Break Even Analysis
• The break-even analysis
indicates that BDT 86
million will be needed to
reach the break-even point.
• Our investments is BDT 86
million.
• 24 months required to
reach break even point
• By the end of 3rd year of
marketing plan revenue will
be generated 72 million

19. Budget
Sectors Expected Expense
4.5 million
Production cost
2 million
Transportation cost
12 million
Advertising
6 million
Promotional activities
0.5 million
Marketing research
2.75 million
HR expenses
18 million
Miscellaneous

20. Sales Forecast

21. Expense Forecast

23. Controls
• The purpose of Signature Shoes' marketing plan is to
serve as a guide for the organization. The following
areas will be monitored to gauge performance:
– Revenue: monthly and annual.
– Expenses: monthly and annual.
– Repeat business.
– Customer satisfaction.

24. Marketing Organization
• X soles is responsible for the marketing effort.
X will outsource the creative services.

25. Contingency Planning
• Difficulties and risks:
• Problems reaching the break-even point due to lack-luster
sales.
• A break down in the just in time (JIT) business model.
• Consumers who are unwilling to wait a day or two to get
their shoes.
• Worst cast risks may include:
• Determining that the business cannot support itself on an
ongoing basis.
• Having to liquidate equipment/inventory to cover liabilities.