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 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

Market Share of Styl

Market Share of Sleke

Combined Sales – Region Wise

Quarterly Sales Combined

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!

The Combo Leather SportsMonsoon

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 !!!

Thank you Thank You Very Much