ZUCCA is an Italian women's footwear brand founded over a decade ago in Malaysia that manufactures and designs ladies' shoes. It aims to provide fashionable yet affordable synthetic leather shoes and accessories. ZUCCA plans to transition from physical retail stores to online sales to reduce costs. This will allow them to lower prices by 25-40% while still maintaining quality. To succeed, ZUCCA will need to use data-driven processes to identify emerging fashion trends and renew its collections frequently to attract young, middle-income working women online.

1. ZUCCA SHOES
Business & Marketing Plan
Where Cinderella’s dream begin

2. ABOUT US
ZUCCA is an Italian words meaning of “Pumpkin”. We believe in Cinderella’s story, crystal heels and
pumpkin coach. The brand ZUCCA lives and breathes Ladies Footwear. Founded over a decade ago
in Malaysia, ZUCCA has been in the business of manufacturing and designing ladies footwear since
its inception.
A synonym for fashionable
Fashionable shoes at moderate cost that is gentle to the
wallet but yet still come with comfortable and quality.

3. PRODUCTS
PRODUCT DETAILS
 70% Shoes, 10% Bags & 10% Accessories
 100% of the shoes are Synthetic Material (PU&PVC)
 100% Women

4. PRODUCTS
PRODUCT CATEGORIES
SHOES
 High Heels, Pumps, Wedges, Flats and Sandals

5. PRODUCTS
PRODUCT CATEGORIES
BAGS
Hand Bags, Tote & Sling Bags

6. PRICING
COMPETITIVE ENTRY LEVEL
RM129.90RM89.90 RM109.00 RM189.00
PRODUCTS price comparison with several brand
RM169.00

7. Current Challenge
We are in footwear industries more than 10 years. In year 2015, we decided to
change our business model—from physical store to online. One of the main factor will
be the cost of operate physical store increasing rapidly while the sales goes down.
Online Advantages
Selling price of our products will be reduce 25%-40% from the margin we suppose to
pay rental.
Disadvantages
Lack of knowledge on online marketing.

8. PRECEDENT STUDY
BUSINESS MODEL CANVAS

9. VALUE PROPOSITIONS
Problem worth solving
 Leather shoes is expensive and hardly to find a good quality synthetic leather
shoes.
Our solution
 Network with the Malaysia & China footwear manufacturers, we able to recreate
similar design and fashionable shoes using affordable material and price customer
affordably.
 To keep the price low? Selling online. Just deduct 30% margin on selling price
which we suppose to pay on rent.

10. CUSTOMER SEGMENT
 Mass Market
 Young adult from 18—34
 Mid range income
 Working class
Mass marketing is competitive, however targeting young adult and mid-range income consumer in Malaysia
meaning that targeting 6.3 million potential customer (about 22% of Malaysia population) who are working
class and able to spend. Fashion is easily accessible online and young adults are updated with the latest
trends constantly.

11. KEY ACTIVITIES
Identified what customer wants instead of creating excellent products.
 Renewed collections constantly
 Relies on small but frequent inventory flows
 No large bets in a few select items but broad assortment across a range of categories
and styles.
 Use quantitatively driven processes to recognize and forecast the next emerging patterns
and limiting high-risk products.
Buyer take risks to merchandise the
new trend/ fashion products.
Data driven process.
MERCHANDISE DECISIONS

12. KEY ACTIVITIES
MERCHANDISE DECISIONS

13. CONTACT INFORMATION
MIN MARKETING SDN BHD (829412-H)
No 1, Jalan Mega, Taman Mega Jaya,
56100 Cheras, Kuala Lumpur, Malaysia
TEL: (603) 4292 5560/ 5562 FAX: (603) 4297 4640
Email: sales@zucca.com.my
Website: www.zucca.com.my
Store
Berjaya Times Square, Kuala Lumpur
IOI City Mall, Putrajaya