Professional Documents
Culture Documents
fashion
SUBMITTED TO:
Mr Adnan Shabir
SUBMITTED BY:
Muhammad Zeshan
Kashif Maqbool
Syed Aman Ali
M. Waqas Amin
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Acknowledgement
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Dedication
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Table of Contents
1. EXECUTIVE SUMMARY
2. SITUATION ANALYSIS:
2.1. Market Needs
2.2. Market Analysis:
2.2.1. Market Trends
2.2.2. Market Demographics
2.2.3. Market Growth
2.3. Company:
2.3.1. Vision
2.3.2. Mission
2.3.3. Product Offering
2.3.4. Positioning
2.3.5. SWOT Analysis
2.4. Competition
3.0.MarketingStrategy
4.0. Marketing Mix:
4.1. Product
4.2. Price
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4.3. Place
4.4. Promotion
4.5. Services
4.6. Sales Plan
5.0. Financial Aspects:
5.1. Projected Income Statement
5.2. Projected Income Statement (next three years)
5.3. Projected Balance Sheet
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Executive Summary
Goal of ZAWK is to become the leading men foot wears company in the
future, to gain the repute of a market leader and trend- setter in men’s
fashion, to provide footwear range that speaks of its innovation & high
quality at value price for men, to achieve expertise over the time in order
to give novelty of patterns and designs to our shoes.
Company will provide products through extensive and exclusive
channels. Image in the market of the ZAWK would be maintained by
quality products. Fashion adopted by ZAWK is fast, prompt and
unmatchable in the market. Culture of the company is maintained on the
high Islamic ethical values.
We will manage all costs in accordance with
the range of price that we plan to offer. Most of the stores sell shoes at
100% profit. We will discourage this trend and will focus on prices
according to the quality and nature (formal or casual) of the shoes.
Price is also an important component of value. In recent
years, customers both in consumer and business markets have sought
better value in goods and services that they consume—we are focusing on
that—we will provide our customers best use of their money for that
particular product i-e shoes. We have priced our products so that the
money of the customer is valued as much as our own and they are
provided with quality products.
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future cost would be of Rs. /-7, 50,000. With this investment company
will be able to earn profit Rs. /-5, 03,200 annually.
2. SITUATION ANLYSIS:-
In order to profitably satisfy customer needs, ZAWK must understand its
external and internal situation, including the customer, the market
environment, and the firm's own capabilities. Furthermore, it needs to
forecast trends in the dynamic environment. As we talk about the
dynamic environment, it gives us a clear picture of the environment.
There are so many aspects in market which are changing so rapidly that
we have to keep eye on them because it affects the product or
organization directly or indirectly.
• Company
• Collaborators
• Customers
• Competitors
• Climate
Company:
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• Culture of the company is maintained on the high Islamic ethical
values.
• Goals of ZAWK are to be the leading men foot wears in the future.
Collaborators:
• Distributors
• Suppliers
• Alliances
Customers:
• Market size of ZAWK is initially to cover the local market and then to
enter in the main markets nationally and internationally.
• Benefits to the customers are that we will guarantee our product and
the service of the shops is very comfortable for them.
• Motivation is a very basic aspect to customer. We motivate them by
our exclusive advertisement.
• Retail channel – as listed there should be at least three to four
channels in the local market. Target market provides the clear picture
of it.
• Consumer information about the product is provided as listed through
proper and exclusive ads in magazines, newspapers etc.
• Buying process is very simple, that’s not a single customer find any
difficulty in purchasing the product.
• Quantity purchased at a time should be in accordance with customers
need and demand.
Competitors:
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• Direct competitors are those who are competing with us in the same
target market.
• Indirect competitors are with some brands like Service, Bata, Hush
Puppies etc.
• Products of ZAWK are very unique and versatile from existing
competitors in the market.
• Product Positioning is “EASE AND COMFORT”
• Strengths and weaknesses of competitors would be look in the way
which is beneficial for us and provide us with some new changes in
feet fashion industry.
Climate:
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and versatility is the ultimate demand of the customers in the market.
Every one thinks that the product which he or she buys would give
him or her different feelings from others. In market needs the
demographics, trends and growth is conducted by keeping a strong eye
on customers demand and needs.
•
• Accessibility: The central location and wide range of business hours
designed to accommodate all customers’ needs.
•
• Customer service: The patron will be impressed with the degree of
care that they receive.
•
• Competitive pricing: All products will be available in the market
according to price competition, which is conducted very carefully before
setting the price. The price which a customer pays for the product will
definitely according to his or her perception.
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The most important part of the market is customers. So the all
concentration in conducting analysis is focused on the customers. The
situation of market is in dynamic environment. All factors in an
environment is changing so rapidly that every customer demands
something new. Shoe market is also experiencing same sort of situation,
especially in gents feet wear the customer always demands some thing
new and inspiring. Currently the competition is very tough and
challenging in the market. The market analysis is conducted by keeping
strong eye on customer; it is analyzed in the following ways.
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One another feature of ZAWK will that we will introduce our product in
the market with a new trend. We will be the trend setter in gent’s foot
wear. We will introduce the customers with so many options that
ultimately the customers will be attract towards our brand. It was one of
the best feature of ZAWK that customers should be invited to discuss
about those particular designs which are in fashion. They have an open
discussion and there opinion has very great value for us. In short
customers are given so importance that ZAWK and customers mutually
set the new trends in the market.
• Fashion oriented:
Fashion is being now the necessity of men also, as
it was early attributed to women only. Customer’s behaviour reflects
its fashion oriented approach.
• Durability of products:
Durability of the product is also another crucial
issue. If a customer pays some money for purchasing some product, it
is in the instinct of the customer that he has to feel that he utilizes his
money properly. So durability is an important and influential issue.
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• Grace:
Customers behaviour also shows that the grace should be
remain in the product as essential ingredient.
• Simplicity:
Every customer wants to look simple in his clothing and
foot wearing.
• Environment friendly:
A product, which a customer purchases, would be
environment friendly. It should not harm the environment in any way.
Introduction:
The product that we plan to market is “Designer Shoes for men”. The
idea is to hire Pakistani designers who will design shoes according to the
latest trends and fashion in our country and to sale these shoes in a
different and unique environment. The most important aspect of the
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whole venture would be the pricing. The shoes will be available in ranges
affordable by Middle and Upper Middle Class mostly.
Why Shoes?
When we were given this project the first thing that came to our minds
was Designer shoes, which are made in Pakistan. This is something that
most of the males, especially teenager boys have been looking forward to,
for a long time. If they were introduced in the market, we ourselves
would be the first to buy them. We know a lot of people who have the
same problem. There are no good shops in about many cities where you
can buy shoes worth their price.
The shoes that are normally available are not of good quality or design.
The only choice left for the buyers then is to buy imported shoes, which
are brought from Thailand, Malaysia or Singapore mostly. These shoes
are sold at an abnormally high profit, almost 100% more than their cost
price. Price of the same pair of shoes varies from shop to shop.
2.3 COMPANY
Company’s Name:
ZAWK SHOES
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Company’s Vision:
Vision is the future prospect of any thing. Our’s product vision is seems
to be very clear and bright. ZAWK shoes provide the customer with
optimal choices of best foot wear ever made. Serving customers need
with the best is the motto of ours. ZAWK shoes would be the optimal
choice for a customer.It provides him the fantastic and memorable
feelings when he use to wear that product. Providing customers with
comfort and ease is the ultimate objective, mission, goal, aim of ZAWK
shoes.
2.3.1 Mission:
Our mission is
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• To provide footwear range that speaks of its innovation & high quality
at value price for men.
The product as already stated is Designer Shoes for men. The name is
ZAWK SHOES
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TYPES:
• Casual
• Formal
• Bridal and Party Wear
• Customized
Size Chart
Shoe Sizes
English - 3 4 5 6 7 8 9
European 35 36 37 38 39 40 41 42
ZAWK SHOES 5 6 7 8 9 10 11 12
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The factors which makes it different from already existing shops is the
Customized shoes are another area of this field explored for the first time
by Pretenses. All these features add up to a brand new product rather than
a modified one. And also the act of selling and the environment of our
shop will be noticeably different from other shops, selling shoe.
The idea is to create luxurious shoes that are practical for all occasions
while creating an exclusive Pretenses look. Another common problem
that customers face during purchasing is size of the shoe. We make
similar design of shoe in a variety of sizes (numbers) that provides the
customer with an appropriate selection.
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Medium (1-11/2 ”)
• Perfect balance
Will make sure that our customers are loyal and they will return to us for
more purchases rather than buying substandard shoes.
• Leather
• Thread
• Suede
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We intend to offer our customers, prices that are affordable and according
to the quality of the shoes. So we are planning to buy all the raw
materials from wholesalers at a discounted price, so that we can keep the
cost low and offer our clients quality shoes worthy of their money.
Management of Costs:
We will manage all costs in accordance with the range of price that we
plan to offer. Most of the stores sell shoes at 100% profit. We will
discourage this trend and will focus on prices according to the quality and
nature (formal or casual) of the shoes.
All this is discussed further in the section of pricing and consultant advice
with mathematical representation.
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We position our product in the mind of our customers through that slogan
of Ease and Comfort. It provides the customers with the feeling that they
are purchasing the right product at the right time, which ultimately
provides them with comfort. “Ease and Comfort” is a short line and it
easily sets in the mind of the customer.Product positioning is a very
crucial stage in launching the product.We take the following things under
consideration in positioning our product.
STRENGHTS:
WEAKNESSES:
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OPPORTUNITIES:
THREATS:
2.4 COMPETETION
There are other shoe companies in the
market which have sufficient resources and they comprise a great portion
of market. Following are the characteristics of other companies operating
in the shoe market.
• Nike
• Reebok
• Adidas
• Bata
• Service
• China Shoes
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1. Low Prices.
2. Quality Products.
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• Newspapers:
We will publish ads in the Fashion segment of English
newspapers like Dawn, The Nation, The News, and The Daily Times etc.
We plan to open on 28th December 2007. So in order to create sensation
and excitement amongst people, we will start giving ads by the middle of
November.
• Billboards:
Billboards in Sadar, Blue Area, and Commercial will be ideal
for the advertisement of ZAWK.
In this
advertisement we
have clearly
shown that we are
The design you imagine or may be beyond your imagination. unique in our way
of thinking and
In this ad we went for simplicity and class. It is a sign of grace
that and style,
we have a lot
blended in one. These are the formal shoes and on another location
of variety. we
can go for the next design that is shown. This advertisement
should go up on
some bridge or
Sadar.
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• Radio:
Nowadays there is a big trend of listening to radio whenever
people are in car or free at home. So we will also advertise on radio
channels like FM 99, FM 106.2, and FM 100 etc.
• Television:
The most watched TV channels in Pakistan right now
include Geo TV, ARY Digital and Aaj TV. So we will give Ads on these
TV channels.
• Magazines:
The most popular magazines include Mag, Sunday
Magazines, and Economist. We continuously give attractive ads in them
to advertise our product.
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4.1 PRODUCT
BUYING AN EXPERIENCE
Our aim in this business would be to make sure that if someone comes to
our outlet irrespective of the fact that he or she buys something or not, the
treatment that he or she gets from the sales personnel would make sure
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that the next time he or she wants to buy a pair of sandals, they’ll come
straight to us.
• “ZAWK” at first will fall under the category of shopping goods but with
time and effort we will develop our product to be in the class of specialty
goods.
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in foot wear. Investors should feel very comfortable in putting the money
in this project as we have done the market research ad have an excellent
and applicable plan in front of us.
4.2. PRICE:
Importance of Price:
In the Economy:
A product’s price influences wages, rent, interest and profits. Price is the
basic regulator of the economic system because it influences the
allocation of factors of production, labor, land and capital. As an allocator
of resources, price determines what will be produced (supply) and who
will get the goods and services produced (demand).
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and brand image. Research has shown that basically there are four
distinct categories of shoppers
1. Brand loyal (relatively uninterested in prices)
2. System beaters (prefer certain brands but try to buy them at reduced
prices)
3. Deal shoppers (driven by low prices)
4. Uninvolved (seemingly not motivated by either brands or low prices)
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• Pricing will be done according to the cost i-e cost will be on “cost-plus”
basis. After considering the cost we will add an appropriate profit.
• Pricing will be done keeping in view the prices of the competition. Being
a new product we have to catch our customers with fewer prices for better
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shoes. So we will cut down costs if necessary in order to meet
competition prices.
4.3. PLACING:
Target Market:
Our shoes are unique and designer made so the people interested in our
product will belong to upper middle class and middle class. We will
target these segments and will place our product according to their
shopping place preferences. The possible localities to open the first shop
are:
We have selected The Mall Sadar as our first preference and Commercial
as the second one.
• It attracts more of our target market. Most of the people living in twin
cities go to that market as a part of their routine and thus we will get more
exposure.
• Rent of the shop is less than that from other market.
• System of electricity and phone is much better in The Mall Sadar.
• It also has some popular restaurants near by and whenever people come
to eat usually they visit the market too as an outing. So we will be able to
sell more of our product.
• There are more opportunities for us to decorate our shop.
• The system of security is much better in Sadar.
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4.4. PROMOTION:
Promotion Objectives:
• Awareness: At awareness stage the seller’s task is to let the buyers
know that the product or brand exists. Since we are a totally new brand,
our biggest objective is to create consciousness and make people realize
that we are in the market too. We are in the market to provide our
customers the innovative and versatile foot wear ever made.
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and make our target market aware of the advantages that we have over
other brands.
4.5. SERVICES
Company aims to provide its shoe initially on wholesalers and retailers’
outlets. In future it aims to provide shoe on its own franchise and outlets.
There we will provide excellent services, a nice environment, and our
sales persons would be there to guide and to give you what you desire.
Our product line diversifies to fulfil the needs of all ages, classes and
people. We will surely provide discount to our regular customers and
students.
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Our main pricing objective will be sales oriented i-e main pricing goals
would be to:
BUYING DECISION:
Price will be in accordance with the price lining strategy i-e it will be
different for different shoes. It will also benefit the customer, as it will
simplify the buying decision.
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Revenues (Rs.)
Sales 10,000,00
Expenses:
Manufacturing Cost 3,000,00
Shop fittings 145,000
Refreshments 70,000
Employee training 40,000
Advertising and promotion 175,000
Bills 30,000
760,000
Gross Profit: 240,000
Tax (15%) (150,000)
NET PROFIT (90,000)
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• A huge chunk of our funds has gone into advertising. At the initial stages
advertising is required to create awareness and to make people intrigued.
Once we have established our clientele and have gained our market share
the expense on the promotion will decrease and we will be able to
generate more profit.
• There is also the expense of employee training which is also once, so the
expense will not be present in the income statement of the next 6 months.
• The sales estimation is the least one, maybe after seeing the quality of our
merchandise the sales will be more than expected.
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Revenues (Rs.)
Sales 3,900,000
Expenses:
Manufacturing Cost 15,00,000
Refreshments 85,000
Wages and salaries 3,00,000
Carriage inwards 66,000
Advertising and promotion 4,35,000
Bills 3,00,000
2,686,000
Gross Profit: 1,214,000
Tax (15%) (5,85,000)
6,29,000
Profit after Tax
Designer’s wages (20%) (125,800)
NET PROFIT 503,200
• Our sales would also have increased owing to the fact that people are
aware of our product.
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References;
http://www.batashoes.com
http://www.serviceshoes.com
http://www.wikipiedia.com/pakistan-shoe-industry
http://www.netmba.com
http://www.englishshoes.com/advertising
http://www.
http://www.
http://www.
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