it shows how to launch a new footwear product.

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2. BBuussiinneessss NNaammee
 IImmpprreessssoo FFoooottwweeaarr PPvvtt.. LLttdd
BBrraanndd NNaammee :- “Impresso”
PPrroodduuccttss
 SSppoorrttss SShhooeess

3. Company Objectives
 Creating brand image
 Providing Better & Standard quality product
 Capture a good market Share
 Sustainable growth
 Profit making
 Social responsibility work

4. Company Mission
 Impresso’s mission is ‘To providing Stronger,
Standard and Flexible sports shoes to every
sports related people in the world.’
 Our mission statement is intentionally broad and
outward looking, focussing on the needs of
athletes.

5. Needs
 The consumer needs are Comfortable & Flexible
shoes for sports activity & Walking
 Low price, better quality of sports shoes
 The maximum Grip and Durability
Wants
 Branded Shoes (Branding of high level), Life
Style, Top Sporting Personalities, Status Symbol,
Standard, Popularity
 Light weight, Support, Stability, Breathability,
Fitting

6. Target Market
 Sports Shoes Industry in Ahmedabad
 Sports Organization in Ahmedabad
 Sports Club in Ahmedabad
Market Segment
 All Upper Class, Upper Middle Class & Middle
Class in Ahmedabad
 This segment are Regular & Heavy user of the
sports shoes
 Athlete & Sports related people in Ahmedabad

7. Positioning
 The Impresso brand attitude “Just keep
your shoes on…”
 “Success in your hand” this massage is use in
Advertising & Promotion
 Power, Energy
 Ruggedness, Stronger and Standard
 ‘To bring inspiration, Creativity and innovation’.

8. Points-of-Difference (PODs)
 Impresso- Performance
Value Proposition
 A Shoes that provides the Stronger, Standard
and Comfortable of an Impresso sports shoes

9. Marketing Strategy
 STP- Segmentation, Targeting, and Positioning
Tactical Marketing Plan of Impresso
 Product Features
 Promotion
 Pricing
 Sales Channels
 Service

10. Strategic Marketing Plan of Impresso
 The Target Markets
 The Value Proposition
The Central Role of Strategic
Planning
 Understanding Customer value
 Creating Customer value
 Delivering Customer value
 Capturing Customer value
 Sustaining Customer value

11. Marketing systems
 The order-to-payment cycle
 Sales information systems
 Databases, Data Warehousing & Data
Mining

12. The Marketing Intelligence system
 Train and motivate the sales force to spot and
report new developments
 Network externally
 Set up a customer advisory panel
 Take advantage of government data resources
 Purchase information from outside suppliers
 Use online customer feedback systems to
collect competitive intelligence

13. PPrroodduucctt
Product Variety (Sports Shoes)
Product Colour
 100% White
 Red & White
 Red, Blue & White
 Blue & White
 100% Black
 White & Black

14. DDeessiiggnn
 Cricket shoes
 Normal Sports shoes
 Walking shoes

15. Look (All new fashion & Style
available)
Sizes
 No:- 7, 7.5, 8, 8.5, 9, 9.5, 10, 10.5, 11
Weight
 Cricket shoes (Normal Weight)
 Normal Sports shoes (Normal Weight)
 Walking shoes (Light Weight)

16. Services
Warranties
 6 Month (against manufacturing defects only)
Market Availability
 Company`s shops in Five areas at Ahmedabad &
All Variety are available in any time. (8:00am to
11:00 pm)
Free Home Delivery:- with in 2 Days
Credit Card System

17.  Trained Managers, sales man and Staff
 High standard for service delivery time
 Operate a knowledgeable and friendly customer
service department that can answer questions,
handle complaints, and resolve problems in a
satisfactory and timely manner
 Toll-free numbers

18.  Services strategies will help building image in
the perception of the customer.

19. Product mix length
 Sports shoes
Product mix Width or Bredth
 Cricket shoes
 Normal Sports shoes
Walking shoes
Product mix depth (no. of Variety)
 Size, Colour, Look, Design

21. Quality & Benefits
 Energy-returning boost midsole
 Perfect blend of style and utmost comfort for your
feet
 The techfit technology, flexible non-leather upper
and mesh lining ensures support and stability
 The maximum grip and durability
 The perforations on the mesh upper will keep
your feet sweat free

22.  The mesh lining and a mesh collar keep your feet at
utmost comfort
 The lace-up design further adds to the overall appeal
of running shoes
 The rubber sole make running shoes durable and
ensure perfect grip for your feet
 Light weight Material shoes used
 The non marking rubber outsole promises great grip
on all the surfaces
 The dynamic and flexible midsole offers natural and
unrestricted movement

23. Installment
 0% interest rate Installment schem by Credit
card System (purchase up to Rs. 5000 &
selected Bank Only)
Discount
 Discount on high unit purchase if 5 pair of shoes
are purchased in span of 1 year then customer
will get 40% to 50% off on their 6th one when they
will buy.

24. Price Range
Adidas, Black Running Shoes Rs. 8099
Nike Men Black Sports Shoes Rs. 7,295
Impresso Black Sports Shoes Rs. 6,999
 The upper of these lace-up running shoes are
made of non-leather material and the lining is
made of mesh. The sole is made of rubber.
These shoes have ForMotion

25. Adidas, Red Sports Shoes Rs. 10,999
Nike Men Red Sports Shoes Rs. 9,799
Impresso White Sports Shoes Rs. 9,099
 Energy-returning boost midsole
 Perfect blend of style and utmost comfort for your
feet.
 The techfit technology, flexible non-leather upper
and mesh lining ensures support and stability.
 Maximum grip and durability.

26. Adidas, Black Sports Shoes Rs. 6749
Nike Men White Sports Shoes Rs. 6,795
Impresso WWhhiittee Sports Shoes Rs. 5,999
 The mesh lining and a mesh collar keep your feet
at utmost comfort
 The lace-up design further adds to the overall
appeal of these running shoes
 The rubber sole make these running shoes
durable and ensure perfect grip for your feet

27. Adidas, White Sports Shoes Rs. 5,699
Nike Men White Sports Shoes Rs. 5,995
Impresso WWhhiittee Sports Shoes Rs. 4,799
 Designed to offer a balance between support
and stability
 These lace-ups feature a synthetic upper with
vents for ventilation
 EVA lasting midsole
 Pair makes it highly durable
 Utmost comfort and a soft feel is possible

28. Coverage
 Five company`s Showroom in Ahmedabad &
They are cover all Ahmedabad
Transportation
 Factory to shops by mini truck (Two mini trucks)
 Home Delivery by bike (Five bikes)

29. Location
Anand Nagar, Ahmedabad (Head
office)
 Area: 1800 SqFeet
 Unfurnished
 Monthly Rent: Rs.1,29,600
 Rate: 72 per SqFeet
Iscon Mega Mall, S G Highway,
Ahmedabad
 Area: 800 SqFeet
 Monthly Rent: Rs.65,600

30. Satellite Rd, Satellite, Ahmedabad
 Area: 800 SqFeet
 Unfurnished
 Monthly Rent: Rs.68,000
 Rate: 85 per SqFeet
CG Road area, Ahmedabad
 Area: 800 SqFeet
 Unfurnished
 Monthly Rent: Rs.84,000
 Rate: 105 per SqFeet

31. Maninagar, Ahmedabad
 Area: 800 SqFeet
 Unfurnished
 Monthly Rent: Rs.65,600
 Rate: 82 per SqFeet
 Factory in Industrial area at Ahmedabad)

32. Distribution Channels
Consumer Market
Zero level channel (Direct marketing channel)
 Catalog Showroom Manufacturer-owned stores &
Supermarket
 Mail order
 Telemarketing
 Internet selling
 Web-sites
Business Market
 Sports Club
 Sports Organization
 Sports school

33. Promotion
Brand Ambassador
Ravindra Jadeja (Cricketer)
 All rounder
 No. 1 in the world
 Success & Strong
 Power & Energy
 Gujarati

34. Sales promotion
Objectives
 To Introduce a new product
 To keep customers satisfied
 To attract new customers
 To explain customers to try & buy certain
product
 To have good competitive position
 To increase effective Advertising
 To increase product, brand, company name

35.  Three levels Sales promotion
method or tools
Consumer level Sales promotion
 Gift articles like; Socks, Dairy, T-shirt, Calendar
 Coupons (Per three Month)
 Warranty
 Seasonal Discount like; monsoon session, 15th
Aug, Dipawali Mega offers.
 Installment payment scheme
 Free Exhibition
 Free Home Delivery

36. Sales man level Sales promotion
 Training to staff
 Credit facility for gift on excess sale
 Parties & meeting
 Free Insurance
 Free tour or visit to some places
 Festival gift & Bonus
 Extra commission
 Special allowances
 Participation in looking sales policy
 Uniform sales man

37. Publicity
 Newspaper Reports
 Achievement
 Participation sports Events (khel maha kumbh
on Dec. to Jan. by Gujarat govt.)
 Social significance
 Social networking sites like Face book, twitter
etc.
 Word-of-mouth publicity period of the brand`s
introduction

38. Personnel Selling
Objective
 Two way Communications
 Personnel Attention
 Supports other promotional tools
 Immediate Feed back
 Individual Services
 Customers confidence
 Improving Image

39. Advertising
Print media
News paper
 Ahmedabad Mirror, Time of India, DNA,
Economic times, Gujarat Samachar, Divya
Bhaskar, Sandesh, etc
Page of Advertisement on Ahmedabad
Mirror
 Page 3, Page 5, Front Page
Time of Advertisement on Ahmedabad
Mirror
 Every Fri, Sat & Sun
 Oct., Nov., Dec., Jan., Feb., Mar., Apr.

40. Rate of Advertisement on
Ahmedabad Mirror ((Riyo Advertising
AAhgmeendcabya )d Mirror
Display + Page 3
Min Size:
Color Rs
2 DAY
Loading
4cm X 5cm
245
BEFORE
Ahmedabad Mirror
Display + Page 5
Loading
Min Size:
4cm X 5cm
Color Rs
215
2 DAY
BEFORE
Ahmedabad Mirror
Front Page Display
Min Size:
4cm X 5cm
Color Rs
300
2 DAY
BEFORE
Ahmedabad Mirror
Back Page Display
Min Size:
4cm X 5cm
Color Rs
245
2 DAY
BEFORE

41. Outdoor Medias
Hoardings
Advertisement agencies
 Chitra Publicity Co., Selsites Outdoor Advertising,
Krishna Communication, etc.
 Hoarding strength is in communicating simple
ideas quickly.
Rate of Hoarding
 A Hoarding`s rate of ten feet by twenty feet in
Ahmedabad range between Rs8,000 to
Rs15,000 per month.

42. Pleas of Hoarding
New West Zone
 Thaltej to Iscon Circle on SG Highway
West Zone
 University Road and Navrangpura
Central Zone
 Lal Darwaja- Shahibaugh railway under bridge
South Zone
 Kankaria football ground and Paldi

43. Pleas of Banner & Display Board
Cinema
 Big Cinemas, Cine Pride, Cinemax, Cinepolis
(Alphaone Mall), City Gold, City Pulse, PVR
(Acropolis Mall), Wide Angle (SG Highway)
Shopping Mall
 Himalaya Mall
 Iscon Mega Mall
 Star Bazaar
 Big Bazaar
 Reliance Fresh
 D Mart

44.  Sports club
 college
 Yoga club
 Bike show room
 Public pleas river fund

45. Bus Panels
 BRTS
Wall-painting
Internet Advertising
Web-sites
Social Networking sites
 Face Book,
 Twitter
On line selling sites
 yebhi.com, jabong.com, myntra.com

46. Segmentation
Why Ahmedabad ?
 Growing middle class and the young population
 Organizing major sporting events
 The government and private sector focus on this
sector
 Growing health and fitness awareness, brand
awareness
 Growing people focus in sports activity

47. Geographic Bases Segmentation
Region:- Regional
City of Metro
 7th Largest metropolitan area of India
Density
 Urban, sub urban
Total population
 63,52,254 urban/metropolitan (33,48,264 males
& 30,03,990 Females)

48. Demographic Bases Segmentation
Age Level
 589076 total children (0-6)
Life-cycle stage
 In 2012, The Times of India chose Ahmedabad
as the best city to live in India
Sex/Gender
 The sex ratio of Ahmedabad city is 897 per 1000
males.
 Child sex ratio of girls is 853 per 1000 boys.

49. Income
 Gujarat`s per Capita income Rs. 63,961 shows
16.80% rise (10 march, 2011)
 The RBI ranked Ahmedabad as the eighth
largest deposit centre & seventh largest credit
centre nationawide as of June 2012
 GDP of Ahmedabad was estimated at 59$ billion
in 2010

50. Education
 Total Literates in Ahmedabad city are 44,64,303 of
which 24,59,823 are males while 20,04,480 are
females
 Avg. literacy rate of Ahmedabad city is 89.62% of
which male literacy was 93.96% & female literacy
was 84.81%
Buying Motive
 The Ahmedabad consumer is very economically &
Statistical.

51. Occupation
 The city is traditionally and industrial city & also
noted for its trade and commerce.
 Ahmedabad, being a centre for commerce has
traditionally had a large population of traders.
 Belonging to Vaishnav Hinduism & Jainism
Government
 Municipal corporation & BJP Government of
Gujarat

52. Sychographic Bases Segmentation
Social Status
 The majority of residents of Ahmedabad are
native Gujarati & speak Gujarati
 Large populations of Hindus, Muslims and Jains
and these cultures are preeminent in the city,
with their religious festivals and cuisine
dominating the city's culture.
 83% Hindu
 2.5% Jain
 13.8% Muslim
 0.72% Christian

53. Behaviour Bases Segmentation
User Status
 Ahmedabad people are user product of
branded, top sporting personalities & Standard,
Low price, better quality
 Cricket is popular game in Ahmedabad
 25% to 30% only useing Sport product &
Shoes

54. Strategies of Market Segmentation
 Single Segment concentration
 Product is One(Sports Shoes), segment is
one(Ahmedabad)
 Selects only higher income segment
 Minimize the risk from competitors
M m1 m2 m3
p1
p2
p2

55. Introduction
Growth Maturity
Decline
Sal
es
PLC (Time)

56.  Low Sales
 High cost per customer
 Profits- Negative
 Competitors- Few
Marketing Objectives
 Create product awareness
Strategies
 Advertising- Build product awareness among
early adopters
 Sales Promotion- Use heavy Sales promotion

57.  Marketing Strategies For Introduction Stage
Promotion
Price
High Low
High Skimming
Strategy
Skimming
strategy
Low Penetration
strategy
Penetration
strategy
 Market is larger
 Major part of market is not aware of the product
 More possibility of competition

58. CCoommppeettiittiioonn
 Nike
 Adidas
 Puma
 Reebok

59.  Indian footwear market Rs 19,900 crore and
growth rate of 8-10 per cent
 Men’s segment accounts for 59 per cent and
women’s segment contributes 41 per cent
 Urban India contribute 70 per cent to the overall
footwear market in FY 2011
 Exclusive-brand outlets account for over 50 per
cent of the footwear market followed by multi-brand
outlets at 28 per cent

60.  The preference for branded products is on the
rise with a growing consumer preference to
shop from organised retail locations like
malls/large format stores
 About 37.8 percent of Footwear retail is the
organized segment
 The average spend on the footwear by urban
consumers is Rs 240/annum, consumers in
rural areas spend just about Rs 100/annum.

61.  The second most organized retail category in
India, next only to Watches
 The annual domestic consumption of footwear is
approximately 1.1 billion pairs per annum, and
top 20 cities contribute about 450 Million
pairs/annum
 India is the second largest footwear
manufacturer in the world, next only to
China
 India Sports market Rs.1393 crore (7%)

62.  Segment wise classification of price ranges
in the men’s footwear segments:
 Segments Price Ranges in Rs % of growth
 Mass market 185 – 700 60% (Liberty Bata)
 Economy market 700- 1000 30% (Bata Liberty)
 Sports market 1000 – 5000 7% (Nike Adidas)
 Premium leathers 5000- 10000 5% (Charles and
Keith)
 Luxury 10000- 50000 1% (Gucci Louis
Vuitton)

63. Customer Segments
 Retail footwear segment in Indian is very price
sensitive
 Major part of the demand unorganised
 Sector shortfall of 300 million pairs
 Branded shoe market only account for 20% of the
entire market

64.  International brands largely dominate the higher
end of the spectrum
 The lower end of the market is dominated by
home-grown players as well as unorganised
players
 Men's footwear is the biggest target category

65. Thank You