Market Entry approach for a Footwear brand

1. Footwear Business
(Retail)
Prepared by : Rajesh Srivastava

2. • Take a retail business brand of your choice or make a brand
• Develop business brief
• Explain outdoor & indoor media will be used
• Share one outdoor & one indoor media with example in detail (sample
story board)
Assignment :
Assumption : following assumptions are taken in advance
• Mr. Woo is a multination Co. has operations in more than 150 countries
• Mr. Woo is entering Indian footwear market
• Marketing entering strategy & business case is already being prepared

3. Index :
• Market snapshot
• Market entering strategy
• Brand Mission Statement
• Communication Strategy & comms proposition
• Stakeholder promotion plan
• Promotion Plan
 Brand launch campaign – Teaser ad
 Sustainment campaign
 Outdoor
 Indoor

4. Industry Attractiveness Business Strength
Rs. 15,000 Cr. Industry, expected to be Rs. 28,000
Cr by 2015
not present in Indian footwear business
Industry is growing @ 8.8% (CAGR)
Men’s footwear accounts for 50% of the
total market, women’s shoes
constituting 40% and kidsʹ at 10%
Diverse segment :
Male : Mass market, Economy market,
Sport market, Premium leather & Luxury
Female : Traditional, Designer, formal,
Casual, sports
Great knowledge of diverse markets and
customers
Diverse TG - middle class, upper middle class &
High class
Great knowledge of dealing with diverse TG
Market is substantially price driven, with
branded footwear constituting approx. 42% of
the total market size
Big business house may dominate the upstream
supplier
Customer bargaining power is high while supplier
is moderate
Company has Good brand pull may help to
reduce the power of downstream suppliers
Market Factors:

5. Industry Attractiveness Business Strength
Type of Competition - High Leading business house, has presence in multiple
countries
Type of Industry – Fragmented (Big & small
player, local & MNCs)
Has talent, capability and competency
Company is highly responsive to the market
Technological integration is important to improve
value chain
Co. is using 4G network, which will give an edge
over competition and highly engaged in social
platform
Competition has PAN India presence India is new for the Co.
Competition has clearly defined its TG (Bata,
Liberty, Action, Nike, )
Has huge customer base of which can be used as
testimonials for bring confidence in brand.
Competition Factors :

6. Industry Attractiveness Business Strength
Trend of nuclear families Experience of multiple countries / TG
Many Women or both parents works
Long distance to college / workplace Amongst top 3 private footwear players in the
world
Lack of time to shop groceries & cook Know for their design , quality & services
Long working hour, people look for something
ready to eat / shop
Doing business in all the kind of leather good &
sports materials
Usually lunch time are short Political influence in leather exports
Best passed time for youngsters
Increase in middle class families
Many options, Low Customer commitment
Regional Taste & cultural implications
Environment friendly products - cost high
Govt. emphasis on the usage of bio-degradable
products
Social, Cultural, Political & Environment Factors :

7. Industry Attractiveness Business Strength
Size (Rs. 7000~8500 Cr.)
Growing @ 25%,
expected to be at Rs. 28,000 Cr by 2015
Cash rich company (more than $ 50 billion
company)
Initially investment are high for brand building,
which will reduce over a period of time
No Entry Barrier (Easy entry & Exit) resulting
big/small players & highly fragmented
May pour money to acquire profitable business
Company has good brand pull
Financial Factors:

8. Porter’s 5 Forces : Competitive Analysis for Footwear Business
Potential
Entrants
Other
Stakeholders
Buyers
Substitutes
Industry
Competitors
Rivalry Among
Existing Firms
Suppliers
Threat of New
Entrants
Bargaining
Power of
Buyers
Relative Power of
Unions, Govt., etc.
Bargaining Power
of suppliers
Threat of
Substitute
Products of
Services
High
High
Mode
rate
Low
Low

9. Index :
• Market snapshot
• Market entering strategy
• Brand Mission Statement
• Communication Strategy & comms proposition
• Stakeholder promotion plan
• Promotion Plan
 Brand launch campaign – Teaser ad
 Sustainment campaign
 Outdoor
 Indoor

10. Phased-in
Entry
Ignore for
Now
Opportunistic
Entry
Rapid
Entry
Low High
Firm’s ability to
Exploit the Market
Business Strategy for India :
Phased-in entry approach for market entering

11. • Phased-in entry to open independent outlets to attract additional customer base & for
strengthening brand mainly in Tier-1 cities.
• Opportunity for chaining / franchising thru. COCO / CODO / DODO
• Promote online arm to give an edge over competition on responsiveness to the
market.
• Company has deep pockets, may acquire established footwear chain to reduced
Industry rivalry and increased Bargaining Power.
Suggested Strategy for India :

12. Index :
• Market snapshot
• Market entering strategy
• Brand Mission Statement
• Communication Strategy & comms proposition
• Stakeholder promotion plan
• Promotion Plan
 Brand launch campaign – Teaser ad
 Sustainment campaign
 Outdoor
 Indoor

13. Mr. Woo offers a line of contemporary shoes for the
man who wants to go his own way. They are shoes
for the urban, upscale, stylish man who wants to
project an image of being one step ahead.
Mr. Woo

14. Mr. Woo offers a line of contemporary shoes for the man
who wants to go his own way. They are shoes for the urban,
upscale, stylish man who wants to project an image of being
one step ahead.
Mr. Woo

15. Mr. Woo offers a line of contemporary shoes for the man
who wants to go his own way. They are shoes for the urban,
upscale, stylish man who wants to project an image of being
one step ahead.
Mr. Woo

16. Mr. Woo offers a line of contemporary shoes for the man
who wants to go his own way. They are shoes for the urban,
upscale, stylish man who wants to project an image of being
one step ahead.
Mr. Woo

17. Mr. Woo offers a line of contemporary shoes for the man
who wants to go his own way. They are shoes for the urban,
upscale, stylish man who wants to project an image of being
one step ahead.
Mr. Woo

18. Index :
• Market snapshot
• Market entering strategy
• Brand Mission Statement
• Communication Strategy & comms proposition
• Stakeholder promotion plan
• Promotion Plan
 Brand launch campaign – Teaser ad
 Sustainment campaign
 Outdoor
 Indoor

19. Communication Strategy :
Audience
Benefit
Compelling factors Design
Style
Passion Point : “A man of action, who is the front runner”
Mindset:
• Status symbol
• Aggressive & modern
• Be different
• Advanced image
• Showoff
• Attract Girls / Peers
• Interesting
“Mr. Woo offers a line of contemporary shoes for the man who wants to go his own
way. They are shoes for the urban, upscale, stylish man who wants to project an
image of being one step ahead.”
• Urban Male
• Ages (18~24)
• Sec. – A~A+
• Mainly Unmarried
• New / Additional buyer
• Students / Young Executives
• Low usage
Rational
• International Style
• Muscular & Speedy
• High design & quality
Emotional
• I wear international product
• Trendsetter

20. Lead the change
Communication Proposition : Mr. Woo

21. Index :
• Market snapshot
• Market entering strategy
• Brand Mission Statement
• Communication Strategy & comms proposition
• Stakeholder promotion plan
• Promotion Plan
 Brand launch campaign – Teaser ad
 Sustainment campaign
 Outdoor
 Indoor

22. Stakeholder Promotion Plan :
Mr.
Woo
Fashion
Shows
(Expect the
unexpected)
Fashion
update
viniates
It Speaks
(A Jewel for
Man like u)
Leadership
Summit
TV
Programme
Sponsorship
(Young
Trunk)
Adventurous
Trips
(Know the
Unkown)
Joint
Promotion
with Airlines
/ Lounges at
Airport
Mall Display
(Emporio,
Ambiance)
Magazine
Promotion
(Stuff /
Maxim)
Brand
Ambassador
(Amir Khan)
Bill Boards
Joint
promotion
with
Digital &
CRM
360 promotion Plan
0

23. Index :
• Market snapshot
• Market entering strategy
• Brand Mission Statement
• Communication Strategy & comms proposition
• Stakeholder promotion plan
• Promotion Plan
 Brand launch campaign – Teaser ad
 Sustainment campaign
 Outdoor
 Indoor

24. Promotion Plan : Teaser Ads
Sky is your limit
Lead the change

25. Walk on !!!
Rock on !!!
Buy & Fly : Campaign
Indoor Campaign
Campaign Plan : Visit “Mr. Woo” outlet and do purchase of worth Rs. 10,000/- and
get a chance become brand ambassador
Objective : improve top-of the funnel “Familiarity, Favorable opinion and
Consideration” of the brand at the same time push bottom of the funnel the
“shopping & intent”

26. Spotlight is Calling
Raw Idea

30. Print Ad :
Lead the change

31. Pitch without a hitch
Activation Idea : Malls
Outdoor Campaign
Lead the change

32. You can be the one
Activation Idea :

33. Thank You