Presentation on theme: "Shoes with Style. Styke – the Company A Major player in Premium Shoes Two manufacturing units in Gurgaon 12% Market Share in Formal Shoes 19% Market Share."— Presentation transcript:
Styke – the Company A Major player in Premium Shoes Two manufacturing units in Gurgaon 12% Market Share in Formal Shoes 19% Market Share in Sports Shoes A team of 175 distributors in India 12 Exclusive Showrooms in 8 cities Strengths
Styke – the Company Stiff competition, especially from foreign brands Threats
Styke – the Products Styl – Sports wear. Major competitors: Nike, Addidas, Reebok. Sleke – Formal wear. Major competitors: Woodland, Red Tape.
Styke – the Vision To emerge as the Market Leader in Formal and Sports Foot-Wear Industry with World Class Quality Shoes that provide Comfort, Style and Durability
Pointers… Styke has a very strong customer base in North. Sales decrease in rest of the country in 2 nd and 3 rd quarter. The greatest impact has been on the formal wear sales in the last year.
Target Groups for the Survey Age 16 – 24 College/University Students Age 25 – 55 Office Executives/Managers We conducted a Survey
Conclusions From the Survey 60% of University Students changed to formal shoes other than Styke, when they got a job. 65% of office goers wanted to wear sports shoes if given a chance. 45% people felt that Styke shoes were not durable because of soles. 60% people would spend Rs 1500 to Rs 2000 for premium all purpose shoes.
Remedy - A few Ideas… Improve the existing Products Make new Products with better Features Innovate a Shoe which provides both the benefits of Styl & Sleke
The 3 in 1 Shoe with a life time Durable Sole, different upper feet Coverings, interchangeable with a Release Mechanism. Our Answer… Sports Leather Monsoon Combo The footwear industry is in for a revolution … Combo leads the way!
Unique Features of Combo A sole made of leather, hardened with sulphur, ensuring a minimum 10 yrs life. A disguised opening in the heal, having a button to release, the upper feet crest. Six niches in the sole to receive and block the clips provided in the upper crest. Three crests available in all sizes, ie sports, leather and monsoon.
A wide variety of colors and designs available in all three crests for each size. A super fine range of sole polish to change the color of soles according to the color and design of crests. The customer can have the crests designed according to the shape of his feet for extra comfort. Unique Features of Combo contd.
Price of Combo – Skim the Cream Price of Sole – Rs 1100 Choice of 3 sole polishes free Sports Crest – Rs 450 Leather Crest – Rs 450 Monsoon Crest – Rs 250 One time purchase of all – Rs 2100 For all Sizes and Designs
Placement Strategy Phase 1 - Exclusive Showrooms North -Delhi, Chandigarh West -Bombay, Pune East -Calcutta South -Hyderabad, Chennai, Banglore Phase 2 - Extensively – Distributors Made to order in Showrooms
Promotion of Combo Ads in Television, Newspapers Magazines. Street Side Hoardings. Internet Advertising. Initially communication will be through mystery ads to build up pre-launch suspense
We contacted the respondents of our survey all over again. This time, to have their feedback on Combo. The acceptance rate was as high as 72%. Three cheers to Combo !!!