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
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
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
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
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
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