final soul collection

8/13/2019 Final Soul Collection

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Final Project

Product



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Resource Person

Mr. Mobin-ul-Haq

Presented by

Anees-ur-Rehman06383-!00Hello03!8"#00!0Mehreen $a%ar0603"-06!Hello

0300&"#6!'Pro(ram

M)A P *+,

ubmission ate

&th February/ 008

3



4



Acno1led(ementAcno1led(ement

First of all, our gratitude to All-Mighty ALLAH who gave us the energy, the motivation

and the wisdom to accomplish this research task

We have pleasure in recording our indebtedness to many people who have helped us in

this research proect!

We are grateful to Mr! Mubeen ul Ha" the Assistant #rofessor who gave us an

opportunity to e$plore, and polish our skills! At this stage, it was a great learning

opportunity for us to develop strategy for a well known company!

We also thank #lanning %$ecutives Ms!Anila &au"ir and Mr!'alman (afeel of 'oul

)ollection and 'ourcing analyst Mr! *i+wan 'addi"ue for providing us with the re"uired

information!

5



+2ecutie ummary

This project encompasses various strategic marketing aspects of “Soul Collections” a

Pakistani ladies footear !rand recentl" launched !" Servis group#

The Porter $nal"sis paints the picture of a medium attractive market for ladies fashion

shoe industr" in hich threat of ne entrants% suppliers and su!stitute is lo% rivalr" is

intense and !u"er poer is high#

The P&ST anal"sis also indicated that there is no sta!ilit" for an" kind of !usiness given

the current political and economic environment# $part from the environment of our

countr"% China is also a major threat in this market#

The major competitors of Soul are St"lo% &CS and 'illi# The major ne entrant in this

industr" is Shu() !" *ata# &ver" one is tr"ing to gain competitive advantage in this less

differentiated industr"# &CS has tried this !" launching three !rands catering to high class

ith different age groups# St"lo on the other hand has gone into large distri!ution

netork in different cities and has also made a !reakthrough !" increasing its productline to kids+ girls and !o"s# ,ecentl" St"lo has recentl" launched a line of sports shoes

for their kids segment# 'illi has com!ined its on !rand along ith man" imported

!rands under one roof# $part from shoes% the" are also into !ags% !elts and other

accessories#

*ased on thorough research a marketing plan for a ne !rand under Soul Collection is

planned to launch ith the name of Senora Collections# The main concept !ehind this

product is to colla!orate ith major cloth houses for providing the customers ith shoes

and accessories that match or contrast in e-act colors and designs# This product is

e-pected to launch in autumn 2..) and prior time ill !e used for preparation of

implementation# $fter implementation of this strateg" in cuming "ears 5./ market share

is e-pected to increase from current figures

0



Table of Contents

Page

Ladies Fashion Shoe Industry of Pakistan 1PEST Analysis Industry Analysis 3Supply chain )Competitor Analysis 2.Company Analysis 2)Soul Collections Current Strategies 30SWT Analysis 3!E "atri# 42

Customer Analysis 43"arketing Plan Senora Collections 41"arketing opportunities 50Schedule of marketing plan 5Appendices 0.$eferences 03

1



4adies Fashion hoe 5ndustry o%4adies Fashion hoe 5ndustry o%

PaistanPaistan

ashion these da"s has !ecome ver" essential to females and the" are highl" demanding

hether its attire% shoes or accessories# Seeing this major transition in the !ehaviour of

females% ever" industr" related to females and revolutionied# The ladies shoe industr"

has also undergone changes and especiall" in the past fe "ears the transition has !een

6uite rapid# 7adies fashion shoe industr" is a ver" groing industr"# &-iting firms in

ladies fashion shoe industr"8

)randed)randed

# St"lo

2# &hsan Chappal Store

3# 'illi

4# 'etro

5# Soul Collections

0# Shu()1# Comel"

on-)randedon-)randed

# Shan Chappal store

2# 9olphin Shoes

3# $nsari shoes

4# Shamim chappal store :SCS;

<on !randed or generic retailers are in masses and are found in almost all !ig and small

markets of Pakistan# The" sale shoes on small stands outside the shops or the" have

rented shops !ut are not knon !" an" name# &ven if the" have named their shops :like

$nsari and shan etc#; the" are not knon !" people residing in other localities#

)



%eed

Co&er our feet

Shoes

rthopedic

shoesAthletic

Shoes

Fashion

shoes

'ance shoes Work shoes (istorical

Shoes

"en)s

ShoesLadies

Shoes

Either

Shoes

Focused Industry



PEST A%AL*SISPEST A%AL*SIS

Political +nironmentPolitical +nironment

The political arena affects the industries of an" countr"# =f the political environment is

sta!le then it is !eneficial for an" industr" !ecause sta!le political environment follos

the regularit" of the policies for an" industr"# >nfortunatel" in Pakistan% political

environment as not sustaina!le hich causes a !ad effect on almost all the industries#

Currentl" Pakistan suffers from considera!le political uncertaint" as the tenuous

governance structure put in place !" President 'usharraf has come under strain#

'oreover% among ordinar" Pakistanis% criticism of the arm" ? t"picall" among the most

respected institutions in the countr" ? and its role in governance has !ecome much more

common#The imposition of an emergenc" comes after months of political insta!ilit" and

orsening =slamist(related violence in Pakistan in 2..1# *" redirecting resources toard

su!duing Pakistani civil societ"% the move could even hinder the militar"+s a!ilit" to

com!at religious e-tremists% ho man" argue are strengthened !" authoritarian rule that

eakens the countr"+s moderate political forces

5m7act o% Political +nironment on hoe5m7act o% Political +nironment on hoe

5ndustry5ndustry

There is no special trade restriction for shoes industr"# $n" one can start this !usiness

ith the registration in cham!er of commerce#

.



&-po centers are !eing introduced in some major cities to ro!ust Pakistan+s e-port

revenue# $fter the emergenc" imposed in Pakistan% our economic rating has decreased

from “$” to “*(”# 9ue to the current political insta!ilit"% foreign investment has

decreased a lot#

9ue to current insta!ilit"% Pakistan+s main stock market in arachi lost nearl" 5/ of its

value hen trading reopened on <ovem!er 5% 2..1 ? the market+s orst(ever one(da"

loss ? and the countr"+s attractiveness for foreign investors ma" ane considera!l"

upon further insta!ilit"#

5m7act o% +conomic +nironment on hoe5m7act o% +conomic +nironment on hoe

5ndustry5ndustry

9ue to this reason% there is great change and development in Shoes industr"# Shoes

industr" is much more efficient no da"s as man" firms are entering into this !usiness#

<e companies like Soul Collection% Shu )% Think Pink% Comel" shoes% san shoes% and

'etro shoes are the e-ample of this groth hich ill raise our @9P more#

ocial +nironmentocial +nironment

Social trends and the demographics are the ke" elements that are taken in consideration to

do !usiness in an" countr"# &ach countr" has different culture and trend !asing on their

norms and values#

=n ashion Shoes industr" trends are changing da" !" da" rapidl" and if "ou don+t keep

up "our pace ith this rapid transition "ou ill lack !ehind#

<o a da"+s people are !ecoming more st"lish% fashion oriented and status conscious so

the" prefer and demand for shoes hich fulfill their personalit" needs# People toda" ant

good 6ualit" products in return of the mone" that the" spend#People like to socialie# $s imported and internationall" renoned !rands are assumed to

!e prestige to use% people are more likel" to go for some !est knon products#

=n the ladies fashion shoe industr"% there is an increased trend of females to !u" shoes

that matches their outfits# Some "ears !ack% ver" neutral colors like !lack% !ron% hite

and fan ere used for ladies shoes and ere considered as a match for outfits of all

2



colors# *ut this trend is !" gone no and ladies are more prone to !u" matching shoes#

*ecause of this demand from the ladies% almost all firms are manufacturing shoes of a

variet" of colors# <o% shoes are !eing manufactured in various shades of one color like

different shades of !lue% green% pink and other colors are easil" found#

$nother increased trend is of providing shoes according to various occasions like

valentines% !asantF eddings etc# for e-ample on valentines% shoes in various shades of

red are provided and displa"ed# =n the same a"% in edding season golden% copper%

silver and reds are provided !ecause of their huge demand#

$s eather in Pakistan remains arm in most of countr"+s region and it continues

appro-imatel" 1 to ) months% so in such eather "ou need more st"lish chappals# Strong

media support toards !rands is influencing people decisions a!out shoes#

echnolo(ical +nironmentsechnolo(ical +nironments

Technolog" is the !est eapon to in the ar of competition in these da"s# Those ho

have outdated technolog" are out of the competition# =n shoes industr" majorit" of

companies are manufacturing hand made shoes for competitive edge# =n Pakistani shoes

industr" usage of technolog" is ver" lo !ecause people prefer to !u" hand made shoes#

The !udget allocation for research and development in shoe industr" of Pakistan is

ma-imum 5/# 9ue to lo usage of technolog" in this industr" technological change rate

is ./#

$ !ig reason for not involving technolog" is that in ladies fashion shoes industr"% the

designs change rapidl" and ith this fast pace% machines cannot !e changed#

*ut technolog" pla"s a great role in sole cutting and pressing# 'achines are used in

Pakistan as ell as a!road for sole cutting and pressing# &arlier sole cutting and pressing

as manuall" done !ut no machines are availa!le on hich mass sole cutting and

pressing is done# $s far as the uppers of shoes are concerned% the" are em!ellished and

se6uenced !" la!or#

• Slip(ons uppers are cut on machines

• 'ass productions of shoes are having their uppers cut on machines

rend in the ne2t three yearsrend in the ne2t three years

3



$fter anal"ing the current condition of the countr"% it can !e send that in the coming

"ears the environment ill not !e sta!le and the industries ill not flourish as the" have

in the past fe "ears# People ill !e hesitant to invest in !usinesses !ecause of the

insecure !usiness environment# The compan" might gro !etter keeping in mind the

previous strategies of @eneral Pervai 'usharraf !ut the overall !usiness environment

ill !e not !e favora!le# *ut in footear industr"% although china is a major threat !ut

still% there are chances of groth#

59R: AA4:559R: AA4:5

)ar(ainin( 7o1er o% su77liers ; 4o1)ar(ainin( 7o1er o% su77liers ; 4o1

• Too many suppliers

The suppliers have mushroomed specificall" in the cit" of 7ahore and arachi# Ether

than these cities suppliers can !e found in Sangla hill% Shiekhupura and asur# The

suppliers are 6uite large in num!er as compared to the !u"ers ho order them# This large

ratio of suppliers leaves the choice on !u"ers# The !u"ers have the complete poer to

ork ith as man" suppliers as the" ant and to reject the suppliers hen their orders are

made#

• Lead time short

@enerall" the lead times of providing the orders to the firms are ver" short# =f an"

supplier takes more time than others he ill not !e pursued and contacted !" the firms#

So the rivalr" among suppliers is intensified on the !asis of lead times

• Easily a&ailable 8 homogenous product

The products demanded !" all the firms in this industr" are almost the same ith little

variations in designs# So overall% the products are homogenous in nature#

• Segregated suppliers

The suppliers do not have an" union# The" are segregated and spread# *ecause of no

union of suppliers% their poer has decreased# Price ar has resulted !ecause of

segregation of suppliers#

4



• Fragmented

The suppliers market is totall" a fragmented market and the concentration ratio is 6uite

lo due to influ- of suppliers ho cater to a limited num!er of !u"ers in this industr"#

• Suppliers product essential to the 9uality or performance of the business

$s almost all the firms in this industr" are outsourcing so the products 6ualit" heavil"

depends on suppliers# The !u"ers e-pect to get good 6ualit" shoes from their suppliers#

The product 6ualit" is totall" dependent on suppliers+ part# or the 6ualit" to !e

consistent% the firms arrange for 6ualit" audits to the suppliers manufacturing place#

• Product differentiation is not pro&ided by the suppliers as they ha&e to make

to designs +ith complete specifications pro&ided by the firm

$s far as the !ig names of this industr" are concerned like St"lo% &CS% 'odila% 'illi%

Soul Collections etc# the" have their on shoe designers# Ence the shoe is designed% it is

sent ith complete specification of ra materials to !e used to the suppliers# So

customiation is 6uite high as far as the designs are concerned# =n the ladies fashion shoe

industr" the product differentiation is mainl" defined in terms of designs the" offer to

their customers# So the product differentiation is defined !" the firms and not the

suppliers

• Lo+ s+itching cost

$s the ratio of suppliers is 6uite high as compared to the firms that the" are catering% so

this makes the sitching cost of !u"ers ver" lo#

• For+ard integration can happen because of lo+ entry barriers

$s the entr" !arriers in this industr" are ver" lo due to lo mainl" due to lo capital

costs% there is a threat that the suppliers can come into forard integration and this can !e

a threat from suppliers#

• The leftover inventor" stocks are returned to suppliers as claim# Suppliers then

sale those shoes to generic retailers#

5



• <o technicalit" involved #suppl" chain is ver" eas" to manage in this industr" as

not much technolog" is involved in manufacturing of the shoes and as a matter of

fact outsourcing loers the risk of failure in production#

• <e entrants need to differentiate !" spending on advertising% customer services

and to some e-tent product differentiation keeping the current situation of

industr"#

• Sitching cost is lo hich is !eneficial for ne entrants if the" provide the

designs and fulfill the 6ualit" parameters defined !" the customers#

• =f e talk a!out the prevailing trends then firms like :Soul% &CS% St"lo etc; have

their on distri!ution channels#

• The onl" determinant for cost advantage is favora!le location in this industr"

• There are no government policies to limit the competition# Ether than that if there

is import dut" then it is onl" on some ra materials hich doesn+t directl" affect

our industr"#

• &-isting industr" doesn+t have an" histor" of retaliating as industr" is groing at

a fast pace hich is not a threat to the sales of ne entrants#

hreat o% ubstituteshreat o% ubstitutes

• 'achine made shoes are su!stitute products as hand made shoes are !eing

produced currentl" in the market#

• 7ife of fashion shoes is ver" short i#e# fashion trends change at a fast pace hich

makes it difficult for the su!stitutes to follo rapid changes% so threat of su!stitute

is prett" lo#

1



RialryRialry

• Too man" competitors

• Compara!le marketing !udgets for !rands onl"# =f generic retailers ant to

esta!lish themselves as !rands then the" ill have to allocate ample !udget for

market resources and advertising#

• ,ivalr" is intense as competitors prone to fight each other !ecause almost all of

them have similar resources% have similar strategies and also same target market

• i-ed costs are not high thus there is no pressures for firms to fill capacit" hich

can at the end lead to price cutting hen e-cess capacit" is present#

• $s mentioned earlier% target market is almost same for all competitors that results

in almost same strategies so% competitors in this industr" do not face hard timereading each other+s :competitors; intentions accuratel".

• 7o &-it *arriers

i# <o specialied assets are involved as this is a la!or intensive industr"#

ii# There are no @overnment policies for an" firm that ants to leave the industr"#

>erall Analysis o% Porter>erall Analysis o% Porter

$fter anal"ing the d"namics of the industr"% it is evident that entr" and e-it !arriers are

lo in this industr" !ecause of hich there are an influ- pf suppliers and manufacturers

and retailers# The supplier poer is also lo as there are num!er of suppliers in the

market# $ single firm might have more than ). to . suppliers# $s far as rivalr" is

concerned it is intense as a large num!er of rivals are competing# Threat of su!stitute is

also not significant# *ut the most poerful force among these !u"ers% as !u"ers are

involved in this industr" is generic !u"ers#

<e &ntrant

7ED

*u"ers

B=@B

)

,ivalr"

=ntense



Suppliers

7ED

Su!stitutes

7ED

u77ly <hainu77ly <hain

P r

o c e s s

9esign

Eut sourcing

,a 'aterial Shoe'anufacturer

*rands8

ISt"lo shoes&CS shoes'illi shoes*orjan shoesShu()Soul Collection%EthersJ

9istri!utionCenters

'ostl" outsourcers havetheir on distri!utioncenter#

,etailers

CustomersH&nd >sers



Problems in su77ly chainProblems in su77ly chain

• 'emand is not collaborated i#e# information is not shared throughout the suppl"

chain hich creates a pro!lem at customers end and inventor" piles atmanufacturer+s end that increase the total costs#

• Cut1si:e order; $nother pro!lem in suppl" chain of footear industr" is cut(sie

orders of shoes !" the !u"ers# Dhen an order of a shoe is distri!uted to the outlet

from sies sat 0(2 and some of them are sold and is still demanded !" the end

customers then companies ask their vendors to produce onl" those sies that have

high demand and not a complete set of sie from 0(2 just to reduce their cost of

inventor" and on the other hand manufacturersHsuppliers prefer to manufacture

shoes in !ulk% this is the here suppl" chain eakens#

2.



6%

4%

1%

1%

1%

0%

87%

Stylo

ECS

MILLI

Soul

Metro

Comely

Others

<om7etitor Analysis<om7etitor Analysis

Firms in 5ndustryFirms in 5ndustry

• St"lo

• &CS

• '=77=

• Soul

• 'etro

• Comel"

• @enericHnon(!randed

5ndustry Maret hare?5ndustry Maret hare?

rom the data of the industr" market share% e see that the market is highl" fragmented

and fe ke" pla"ers are in the market of ladies fashion shoe industr"

Firms Annual Sales Market Share%

Stylo 700000000 6

ECS !00000000 4"00

MILLI 100000000 1"00

Soul 1!0000000 1"00

Metro 100000000 1Comely !0000000 0"!0

Others #$eneri&non'(ran)e)* 10400000000 87

1+000000000 100

<oncentration Ratio<oncentration Ratio

2



'arket is highl" fragmented as it can !e seen from the a!ove pie chart that )1/ of the

market share is consists of genericHnon(!randed retailers

"a<or Customers

$s this is ladies fashion shoe industr" so ladies are the customers#

Location of Suppliers

'ost of the suppliers are located in arachi and 7ahore and Sangla#

<om7etitors o% oul<om7etitors o% oul

rom all the firms in the market of ladies fashion shoe% three are the major competitors of

Soul Stylo that has captured ma-imum in the market share% then ECS that also has

second highest market share among famous !rands# Ether than that h" these firms are

chosen as competitors is !ecause a surve" as conducted to kno customers+ !rand

preferences and it shoed that 51/ of the customers prefers to go to St"lo folloed !"

4/ to &CS and then 2/ prefer to !u" shoes from 'illi#

tylo hoestylo hoes

rom a rather hum!le !eginning ith one rented outlet in 7ahore in 14% to !ecoming

the largest selling ladies+ shoes !rand in Pakistan and the largest ladies shoes retail

netork in the countr" as ell% St"lo Shoes has come a long a"# St"lo is currentl"

present in 0 cities ith 21 outlets and plan on e-panding further in the coming months#

Ever the "ears% St"lo has slol" !ut surel" !ecome a household name that has captured

the imagination of omen ho consider footear an essential part of their appearance# =t

is no onder that St"lo is% toda"% popularl" acknoledged as one of Pakistan+s leading

footear and accessor" !rands in omen+s fashion#

Product line

•

Part"• *ridal shoes

• $utumnHinter

• Casual

<om7etitor trate(y ; tylo<om7etitor trate(y ; tylo

22



"arket Product Price Promotion 'istribution

=4operating in

international

market

.4folloing multi

market strateg"

>4 irst in

strateg"#

54 'ajor

commitment in

terms of

priorities and

resources

?4 le-i!le to

market demand

=4 Positioning a

single !rand

.4 Competing

!rand

>4 ocus on ne

users of the

product

54 ocus on ne

uses of product+s

!asic material

?4 Effering

multiple and

standard products

04 ocusing on

innovation%

modification inthe products

,4 &-tending its

product line from

females+ shoes to

kids#

=#$dopts

skimming price

strateg" hen

launching ne

designs

.4 $dopts

preemptive

pricing for run of

the mill designs#

=4 =ntensivel" uses

!oth K=ndoorK and

KEutdoorK means

to advertise and

promote its

products

=4 9irect

distri!uting

.4 9istri!ution is

e-tensive

>4 $dding

franchises

attempting to

control

distri!ution

channels#

23



+hsan <ha77al tore ; +<+hsan <ha77al tore ; +<

&CS is a famil"(oned chain of ladies footear and accessories retail outlets# The first

outlet as opened in 7ahore+s famous market $narkali !" 'r# aal(e(,a! Siddi6ui in

53# The idea as to give customers good value for mone"# Soon it !ecame famous fora ide range of comforta!le and dura!le ladies chappals :sandals and slippers;# =n a fe

"ears the name &hsan Chappal Store !ecame a s"non"m for fairl"(priced comforta!le and

dura!le ladies sandals#

Product line

• Part"

• *ridal shoes

• $utumnHinter

• Casual

24



<om7etitor trate(y ; +<<om7etitor trate(y ; +<


=4 &CS usuall"

follos first(in

strateg"

.4 Caters single

market i#e# ladies

fashion shoes and

is operating

nationall"#

>4 Concentrate on

ke" markets hen

demand increases#

=4 Positions multiple

!rands% like &lements% e

circles and DSC for

different niches#

.4 inds ne uses for

products !asic

materials#

>4 =s a competing !rand

as the" are the onl" one

to launch various

!rands under its name#

54 <o customiation

regarding designs#

?4 The" innovate and

keep on modif"ing inorder to offer !etter

6ualit" shoes to their

customers#

=4 ollos

skimming price

strateg" for

their !rands i#e#

DSC% elements

and e circles#

.4 &sta!lishes

pricing

strategies

themselves#

=4 &-tensive

use of

outdoor

media i#e#

!ill!oards and

e!(ads

.4

$dvertising

strateg" just

adopted to

create

aareness of

&CS among

target market#

=4 9irect

distri!ution

strateg" is

!eing focused

!" the &CS#

.4 $dding

retail functions

to control

distri!ution

channels#

25



Milli hoesMilli hoes

'illi shoes is manufacturing a ide range of ladies% gents and children shoes plus are

also offering !riefcases% allets% hand!ags and !elts# The" have also introduced a vast

range of imported shoes and e-ecutive class of parties ear shoes ith a !rand name of“,o"al 'illi”# 'illi is also esta!lished ith a sophisticated design department e6uipped

ith latest computers and 6ualit" control center supervised !" highl" professional and

6ualified staff ensuring 6ualit" products to customers#

Product line

• Part"

•

*ridal shoes• $utumnHinter

• Casual

20



<om7etitor trate(y ; Milli hoes<om7etitor trate(y ; Milli hoes


=4 Eperating in

total market#

.4 ollo the

leader strateg"#

>4 $verage

commitment in

term of

priorities and

resources#

54 le-i!le to

market demand

?4 are e-porting

shoes also to

various

countries#

=4 Positioning a

single !rand

.4 ocus on

ne users of the

product

>4 competing

!rand

54 ocus on

ne uses of

product+s !asic

material

?4 Effering

multiple and

standard

products

04 ocusing on

modification in

the products#

,4 &-tend its

market in

imported shoes

34'illi+s !rand

is under

positioned and

lots of people

doesn+t kno

a!out it#

=4 adopt

skimming price

strateg" hen

launching ne

designs and

products

.4 $dopts

preemptive

pricing for run

of the mill

designs#

=4 support

personal selling

.4 use

KEutdoorK

advertisement

to promote its

products

=4 9irect

distri!ution to

end users

.4 9istri!uting

in restricted

regions#

>4 >nlike others

&CS is adding

oned sales+

points to control

distri!ution

channels#

21



Major moes o% <om7etitorsMajor moes o% <om7etitors

• &CS launched three !rands under its name i#e# DSC% e circles and elements

• St"lo adding franchises and e-panding its segments i#e# sports segment is !eing

catered !" them no#

Major +ntrant in the 4adies Fashion hoeMajor +ntrant in the 4adies Fashion hoe

MaretMaret

• 'ajor entrant after the launch of soul collection is *ata+s Shu()

2)



<om7any Analysis<om7any Analysis

+R@5 R>9P+R@5 R>9P5ntroduction5ntroduction

Servis @roup is Pakistan+s largest footear manufacturer and e-porter# =t also has

interests in retailing L its sister compan" Service Sales Corporation is the countr"+s

largest retailer and holesaler of footear# The @roup has diversified interests in

Te-tiles% ,u!!er products including t"res% defense industr" products% pharmaceutical

retailing and no also in ladies footear#

The @roup as set up in 5) and toda" has sales of more than ,s# 0 !illion :>S M ..

million;# The Servis @roup emplo"s 1... people in its various companies#

!roup of Companies

Service =ndustries 7imited

Service Sales Corporation :Pvt#; 7imited

9ar &s(Salam Te-tile 'ills

Servaid Pharmac" :Pvt#; 7imited

Shoe Planet :Pvt#; 7imited

Soul Collections

Dith more than 3.. retail outlets and 3 holesale depots% Service Sales Corporation

:Pvt#; 7imited is the leading retail compan" in Pakistan ith annual sales of ,s# 3 !illion#

The Compan" has esta!lished some of Pakistan+s leading footear !rands including

9E< C$,7ES% CB&&T$B% SEEN% TEN and 7=N$ and has e-clusive distri!ution

agreements ith C$T&,P=77$,% <=& and 7&A=+S#

$s part of the groth strateg"% the" have e-panded their !usinesses to include Servaid

Pharmac"% Shoe Planet and Service Communications#

2



@ision tatement@ision tatement

*e the fastest groing compan" in ever" market e enter

Mission tatementMission tatementSSC +ill;

'a-imie value for its shareholders and !usiness associates#

&nsure product innovation and a !u"ing e-perience that consistentl" e-ceeds

customer+s e-pectations#

*ecome a . !illion rupee compan" !" 2.2 through leveraging its !rands%

distri!ution and retailing strengths#

7everage technolog" to gain competitive advantage#

Strive to provide an environment here emplo"ees ill !e developed% rearded

and provided ith greater opportunities#

Continue to improve the 6ualit" of life of its emplo"ees and their families#

3.



oul <ollectionsoul <ollections

Servis Sales Corporation after realiing the groth in the market of ladies footear

decided to start a separate !usiness unit ith the name of “SE>7 CE77&CT=E<S”# Soul

is operating as separate entit" in hand made ladies footear#Soul has opened its first shop in 7i!ert" three months ago# $fter the success and hard

ork of its enthusiastic team Soul is no opening four ne shops in Pindi% 7ink ,oad

7ahore% Shoe Plannet 7B, and Shoe Plannet B=#

The main focus of the organiation is to provide 6ualit" product to its customers# There

core competence is the comfort the" are providing# Their innovation% da" and night

efforts of the team regarding product development is ena!ling Soul to attract and increase

the num!er of customers# These capa!ilities have also alloed them to strive against the

oldest competitors like &hsan Chappal store and St"lo shoes#

Soul Collections is all a!out fusing the e-otic and colorful local aesthetics ith

international shoe standards# The design range at Soul Collections is not restricted to a

particular segment of the Pakistani consumers% !oth in its versatilit" and its afforda!ilit"

Currentl" there are 5 emplo"ees that are orking in the Soul office# The departments

include8

'erchandising 9epartment

Planning and 9istri!ution

Darehouse

Product 9evelopment

=T 9epartment

Merchandisin( e7artmentMerchandisin( e7artment

The merchandising department is !asicall" responsi!le for sourcing of the product%

selection and development of vendors# $t the initial stage samples are selected !" the

merchandiing team and 6ualit"% price% designs and other related issues are considered#

$fter the selection of product a contract :that is pre( designed !" the head office; is

signed !" !oth parties and a purchase order is issued to the vendor# Ence the order is

placed then this department is responsi!le for the follo up of orders#

3



Plannin( and istributionPlannin( and istribution

$s o!vious from the name this department is responsi!le for planning and distri!ution of

product#The planning personnel)s are responsible for;

orecasting of demand and providing the merchandiing department a!out

purchasing#

&stimation and continuous evaluation of !udget so that it should not e-ceed the

planned and approved limit#

Sitching and sapping of products from one shop to other#

eeping proper information a!out the slo and hot selling articles#

eep an open e"e on inventor" so there should !e less or ver" fe chances of

stock outs#

The distribution personnel)s are responsible for the;

To distri!ute the products according to re6uirement of each shop

*asicall" the implementation of the planning is the responsi!ilit" of distri!ution#

BarehouseBarehouse

The responsi!ilities of arehouse department include8

To receive deliveries from vendors and arrange them

To check the 6ualit" of product

To generate @,< :@oods receiving note; to vendors# The vendors are then paid

on the !asis of this @,<

To keep track of claims that has !een resend to vendors for repairing#

32



Product eelo7mentProduct eelo7ment

The responsi!ilities of the product development department include8

• To interact ith vendors during the hole product development process in order

too @et ma-imum !enefit and to remove the chances of errors at the designing

stage

o To come up ith creative and innovative designs

o To provide right input at each step and to develop the vendors

• To ork on improving the 6ualit"% comfort and standard of the product

5 e7artment5 e7artmentTo live% learn and ork successfull" in an increasingl" comple- and information(rich

societ"% organiations must !e a!le to use technolog" effectivel"# Dithin an effective

setting% technolog" can ena!le organiations to !ecome more efficient and competitive#

$s technolog" is !ecoming the core to success for an" organiation Soul has also focused

to adopt as much technolog" as possi!le in its operations in order to minimie the

chances of human error and improve the output#

The IT department at Soul is responsible for;

• 'aintenance of hardare and softare

• Train emplo"ees for the nel" installed retail management softare

• $dministration of all s"stems:computers; related tasks

• To coordinate ith softare providers regarding an" pro!lem in the operation of

the softare

• To take care of all settings and pro!lems regarding 7$< :7ocal $rea <etork;

connections

33



oul <ollectionCs >bjectiesoul <ollectionCs >bjecties

The core o!jective of “Soul” is @to pro&ide optimum le&el of support and care thatthey ha&e committed to pro&ide through their highly skilled and moti&ated team of

professionals4

@oals in Soul are8

• 'easura!le

• Specific

• Time framed for accomplishment

Multi7le >bjectiesMulti7le >bjecties

Soul is at the position in high competitive market in ootear sector so it is more

emphasiing on strategic o!jectives% hich are as folloing8

o *igger market share

o Bigher product 6ualit"#

o 7oer cost relative to ke" competitors#

o *roader or more attractive product line#

o $ strong reputation ith customers#

o Superior customer services#

o ,ecognition as a leader in technolog" andHor product innovation#

o &-panded groth opportunities#

34



<or7orate leel objecties<or7orate leel objecties

Code of business Principles

Soul feels its responsi!ilit" toards maintaining proper !usiness principles and !usiness

ethics# =t has documented procedures e-plaining !usiness principles hich are !ased on

trust% honest and !est practices# =t inculcates a culture here each emplo"ee feels its

responsi!ilit" to follo these !usiness principles hich are laid don in the !est interest

of the emplo"ees% the organiation and the environment#

Strategic Planning

That set of managerial decisions and actions that determine the long run performances of

an organiation# Strategic plans are designed and structured !" Coo and @'#

Soul using folloing procedure to reach at planning8

• SWT

Dhat are strength% eaknesses% opportunities and threatsO

• Strategic Position +ith regards to operations

Eperations a!ilit" to ork ith different products e-perience% skills and capacit"

• Competitors profiles and offeringsB SWT

Consumer profile% Segmentation strateg"% Product Strateg" and ,isk profile #SDET of

competitor+s offerings and profile#

35



usiness Le&el Strategy

$s part of its !usiness strateg"% Soul plans to esta!lish itself as a leader% and increase the

overall market sie through !roader coverage of all income groups due to itsafforda!ilit"# Soul+s superior products% high 6ualit" of service% and customer support ill

ena!le it to not onl" capture market share from e-isting pla"ers% !ut also ac6uire the so

far untapped market#

Soul seeks to determine ho it ill compete% its strateg" is to8

• Effering customers innovative designs#

• Aariet" of products hich are designed differentl" for different customers#

• 7o prices to in the market#

• Bigh 6ualit" services#

30



oul <ollections <urrentoul <ollections <urrent

trate(iestrate(ies

Pricin( trate(iesPricin( trate(ies

• Souls+ pricing strateg" is competitive and the" also focus on ps"chological

pricing strateg" ith certain shoe prices that are a little less than round

num!er creating a ps"chological impact e#g# ,s# 25% ,s#5 etc#

• Prices ranges are different for different shoes like for part" footear price

ranges are from ,s# .. L 25..% for !ridal and fanc" footear price rangesfrom ,s# 25.. and a!ove% professional shoes range from ,s# 5.. L ,s# 2...%

and for casual ear prices start from ,s# 5 onards#

Placement trate(iesPlacement trate(ies

o utlets8

7i!ert" 'arket% 7ahore

7ink ,oad% 7ahore

Shoe Planet% '' $lam ,oad% 7ahore

*ank ,oad% ,aalpindi

Shoe Planet% Tari6 ,oad% arachi

o 'istribution

Soul collections follo direct distri!ution to the end user strateg"# $s

Soul is sourcing manufacturing of shoes so the" are more focused to

enhance other areas of the value chain of hich distri!ution is one

area#

31



ProductProduct

7adies footear and accessories

o Chappal

o Slipper

o Sandals

o closed

3)



Positionin(Positionin(

Soul Collections is a Pakistani ladies footear !rand that aims to provide a one stop

shopping facilit" regarding 6ualit" footear and accessories# Soul Collections is not just

a!out selling 6ualit" footear% it ants to !e identified ith providing the ultimate

shopping e-perience to our customers#

PromotionPromotion

• Promotion is t"picall" done in order to create aareness among its customers

a!out the name SE>7 collections and tries to persuade customers from their

ads !ut still needs to focus more and improve their promotion strategies#

• Soul is advertising through print media such as nespapers% magaines%

!ill!oards and also running TAC+s on national channels as ell as local

ca!les channels

• Ether than that Soul+s team visits various school and colleges as part of their

promotional strateg"#

3



B> AnalysisB> Analysis

ST$E%!T(S;

• =nformal 9ecision 'aking

• inancial ,esources

• *ack of Strong Corporate group

SSC• >se of latest technolog"

• &-isting knoledge if retail

netork :Servis group;

Weaknesses;

• 7ack of =ndustr" data

• <e and unknon !rand

• Sales oriented rather than market

orientation• <e in ladies fanc" footear

• 9ealing ith uneducated cottage

industr" :Suppliers;

pportunities

• @roing market 2 *illionH "r

• Setting up a ide retail netork

• Aer" fe !rands in the market

:*rand !uilding;

• To go multinational

Threats;

• Strong competition :old !rands 35

"r old;

• China cheap production

• =nternational !rands catering to the

target market

• 9ealing ith uneducated vendors

• >nrelia!le lead times

4.



5nternal Factor Analysis ; 5F+5nternal Factor Analysis ; 5F+

FFACT$ ACT$

WWEI!(EI!(

TT

$ $ ATEATE

2=1562=156 TTTALTAL

SST$E%!T(ST$E%!T(S

=nformal 9ecision 'aking .# 4 0"4

inancial ,esources .#.1 3 0"+1

*ack of Strong Corporate group SSC .# 4 0"4>se of latest technolog" .#.1 3 0"+1

&-isting knoledge of retail netork

:Servis group; .#.1 3 0"+1

Customer service .#.1 4 0"+8

@ood ualit" :dura!ilit"% comfort% ; .#.3 3 0"0,

WWEAD%ESSEAD%ESS

7ack of =ndustr" data .# 3 0"-

<e and unknon !rand .#.) 2 0"16

Sales oriented rather than marketorientation .#.5 0"0!

<e in ladies fanc" footear .# 3 0"-

9ealing ith uneducated cottage

industr" :Suppliers; .#.) 2 0"16

7imited colors .#.) 0"08

Total #.. +"8!

+2ternal Factor Analysis ; +F++2ternal Factor Analysis ; +F+

4



FFACT$ ACT$

WWEI!(EI!(

TT

$ $ ATEATE

TTTALTAL2= 8 562= 8 56

PP$T%ITIESPP$T%ITIES;; @roing market 2 *illionH "r .#. 3 0"-

Setting up a ide retail netork .#5 4 0"6

Aer" fe !rands in the market

:*rand !uilding; .#5 4 0"6

To go multinational .#.3 3 0"-

Serve multi(markets .#.1 3 0"+1

TT($EAT($EAT;;

Strong competition :old !rands 35

"r old; .#. 0"1

China cheap production .#5 0"1!

=nternational !rands catering to the

target market .#.5 2 0"1

9ealing ith uneducated vendors .#.5 3 0"1!

>nrelia!le lead times .#5 0"1!

Total #.. 2#00

42



+ Matri2+ Matri2

" a r k e t A t t r a c t i & e n e s s

5

>

.

=

'edium $ttractiveness

$verage Competitive

Position

5 > . =

usiness Strength

$fter anal"ing the SDET and plotting the e-ternal factors and internal factors on the

@& matri-% Soul falls in the categor" of cash co# The categor" shos that the industr"

attractiveness is medium as industr" groth rate and the @9P are the same that is 1/# =n

this industr" Soul is an average firm !ut it is due to the fact that it is ne in the industr"#

=n ) months it has captured / share in this highl" fragmented market#

43



<ustomer Analysis<ustomer Analysis

<ustomer Pro%ile<ustomer Pro%ile

The customers that Soul is targeting are the ur!an females ma" it !e professional ornon(professional females ho are st"le and fashion conscious# These ladies not onl"

ant st"le and fashion !ut along ith this the" also ant comfort and good 6ualit"

shoes#

<ustomer emo(ra7hics<ustomer emo(ra7hics

The age of our targeted female+s market varies !eteen ) "ears to 35"ears# This

varia!le shos that these females are "oung% single or married having one or to

kids# The targeted segment is educated% one ho has at least done matriculation# The"have a good fashion sense and can differentiate !eteen good and !ad 6ualit"

products# The minimum income level of the targeted audience is thirt" thousand# Soul

is targeting the segment of the upper middle and upper class#

Psycho(ra7hic e(mentationPsycho(ra7hic e(mentation

The ps"chographics gives an insight of the activities% interests and opinions of our

target audience# The target audience is 6uite trend"% st"lish and li!eral# the" like to

hang out% part" and like to socialie# The" ant to keep pace ith on going

moderniation and ant to adopt the latest fashion trends !ut at the same time the"

follo traditional st"les according to the event# emales are demanding rapid change

in designs as fashion is changing 6uite fre6uentl"#

)ehaioral e(mentation)ehaioral e(mentation

The major !enefits that customers seek are good 6ualit" and comfort# The target

market is females ho are prone to fre6uent shopping# Their !u"ing of shoes can !e

on impulse !asis as ell the" !u" shoes on various occasions like edding% &=9%

!asant and other festivals# Target audiences of shoes are informed audience ho

kno hat t"pe of shoes are in fashion and here kind of shoes are availa!le# $

44



surve" on consumer !ehavior of the targeted audience toards shoe shopping shoed

that females tend to !u" shoes ver" fre6uentl"#

5m7ortant chan(es tain( 7lace in e(ment5m7ortant chan(es tain( 7lace in e(ment

=f e take a glimpse of past regarding the !u"ing !ehavior of shoes% limited colors ereavaila!le in the market and even females ere unaare of the fact that the" ill respond

positivel" toards variet" of colors that match ith their clothes# *ut ith the passage of

time this need as realied and firms started providing variet" of colors hich as

appreciated

Previousl" design of high heels as not availa!le in lo heels or flat shoes !ut no firms

are providing a single design in variet" of heels or flat shoes# This is a ver" recent trend#

Maret ered by oul in the oerall hoeMaret ered by oul in the oerall hoe

5ndustry5ndustry

45



Maret ered by oul in the Fashion hoeMaret ered by oul in the Fashion hoe

5ndustry5ndustry

P P2 P3

'

'2

'3

' Q @ents P Q ashion shoes

'2 Q 7adies P2 Q $thletic shoes

'3 Q ids P3 Q Erthopedic shoes

40



Dhile defining the market served in the overall shoe industr"% Soul is onl" catering to the

ladies fashion shoe industr"# The ladies fashion shoes is further categoried into three

areas i#e# casual% semi(formal and formal shoes and Soul is serving all these three

categories in the ladies shoe market# So in shoe industr" soul focuses in single market

strateg" hereas in ladies fashion shoes the" have adopted the market specialiation

strateg"#

P P2 P3

'

'2

'3

' Q @ents P Q Casual

'2 Q 7adies P2 Q Semi(formal

'3 Q ids P3 Q ormal

41



e%inin( oulCs Maret )oundariese%inin( oulCs Maret )oundaries

Soul+s 'arket !oundar" can !e defined as it is catering to handmade shoes in the ladiesfashion shoe market#

4)

rthopedic Shoe

Athletic Shoe

Work Shoe

Fashion Shoe

!ents

Ladies

Dids

(and made

Semi machine made

"achine made

Technology 2(o+6

Customer Functionusage

2What6Customer groups

2Who6



Maretin( Plan ; enoraMaretin( Plan ; enora

<ollections<ollections

5denti%yin( the e(ment o% this Product5denti%yin( the e(ment o% this ProductThe segment hich Soul has targeted for “Senora Collections” is the "oung ur!an female

married or single% professional or non(professional ith an income level of a!ove thirt"

thousand# The target segment for this product is the same that Soul Collections as

earlier targeting# The main reason for the same target audience is that the ne product

ill !e an augmented product for the same audience# Senora ould !e something that

ill fulfill their latent demand hich previousl" as not !eing fulfilled#

The target customer+s decision of !u"ing our product is influenced !" influencers hich

are usuall" famil" or friends

Segment - Urban Females of Lahore

Lahore .o.ulation /otal )%)0%...emale .o.ulation o Lahore !+% 46+!,+0

market Sie emale #ur(an* 40% 18!0-68lo2er an) mi))le lass ur(an emale70% 1+,!+!8

u..er mi))le an) u..er lass emale-0% !!!110

5denti%y the trate(ic rou7 you 1ant to Doin5denti%y the trate(ic rou7 you 1ant to Doin=n the ladies fashion shoe market% strategic groups can !e !roadl" categoried

geographicall"# @eographical categoriation refers to the num!er of outlets that each

compan" has in different regions# The strategic groups in ladies fashion shoe industr" can

!e defined as

# 7adies shoe regional

2# 7adies shoes national

7adies shoes national group comprises onl" of St"lo# St"lo is the onl" !rand that has

adopted the strateg" to go national in the countr"

4



7adies shoe regional comprises of &CS% 'illi% Soul Collections and other shoe retailers#

Their shoe shop outlets are confined in one cit" onl"# Particularl" &CS% 'illi and Soul

have located their outlets in 7ahore cit"#

The Soul Collections is in national ladies shoe categor" !ut the Senora Collections ill

!e initiall" launched regionall"# *ut the target of this product line is !e availa!le

nationall"#

5.



Maretin( Mi2Maretin( Mi2

ProductProduct

%ame

$ soul collection is launching its ne !rand named as SeGora collections hich is

Spanish ord meaning Ra lad"+# $s target market is females that h" this name has !een

chosen#

&er&ie+

Dhen looking at the fashion shoe industr" of Pakistan at a glance% it+s 6uite o!vious that

the shoe retailers order shoes keeping in vie the seasonal changes in demand like open

shoes for summers% pumps or close for the inters and the part" ears# *ut hat the"

• $t the start of ever" season all major cloth shops have this information a!out hat

t"pe of cloth% designs and hat color schemes ill !e offered !" them to their

customers in the upcoming seasons# Soul collection ill go for colla!oration ith

renoned cloth houses and ill offer shoes i#e# formal% semi(formal and casual

shoes that e-actl" go ith cloths !ought from these cloth houses# The selection

and design of shoes for a particular season ill !e done keeping in vie the colors

and designs that ill !e offered in that season and various cloth fa!rics ill also

!e used in shoes to match cloths !ought# The design and st"le of the footear ill

change !ecause the demand of this product is seasonal#

• Ether than that soul ill offer its customers ith some accessories like !elts%

jeelr" items and hand !ags made out of the same cloth and design that is of

shoes#

enefits

• Customers are offered +ith total solution

Previousl" females used to take cloths to a num!er of shoe shops and match colors

accordingl"# <o the" ill kno that Soul collection is offering all that the" antand ish for ( matching shoes and accessories that go ith the st"le and fashion of

the particular season#

5



• Pro&iding Place and Time tility

The idea of making the accessories and footear matching and in line ith the latest

trends of the clothing ill give the savv" and fashion conscious females place and

time utilit" there !" providing a one stop shop#

• p1to1date fashion style

$s Soul Collections ill !e colla!orating ith the clothing !rand and clothing house%

so the compan" ill easil" get to kno hat st"les% trends and colors that ill !e in

vogue for the particular or coming season# =t ill provide an edge to Soul Collections

as the" ill !e designing their shoes accordingl" ith the demand of the season#

• Time sa&ing

&arlier females used to !e going to different places for !u"ing the matching

accessories and shoes# The" had to e-plore the market to get the !est of accessor" and

shoes matching# 'an" of the times it so happens that the" don+t find the accurate

accessor" and shoe that matches !est ith their attire# $ll this activit" is ver" time

consuming# Providing the necessar" items of matching under on roof ill hugel" save

females time !ecause Soul ill engage itself in “e-ploring the market” activit" hich

earlier the females ere doing#

• Easy choice selection

eeping in vie the variet" of apparel that ill !e offered in the coming season% Soul

Collections ill !e designing shoes accordingl"# The color com!inations of the

upcoming fa!rics ill !e ver" critical to the designing of footear and the shoes ill

!e designed either matching ith the attire or in contrasting colors there !" giving

variet" of choice to our target customers#

Features

• 9ifferent fa!rics used in shoes

• Aariet" in collection

• 'atching and contrasting color scheme in ever" design

Product Line

• Casual

• Part"

• Semi(formal

• *ridal

52



Promotional trate(yPromotional trate(yThe promotional activities ill !e conducted to create aareness in such a a" that

people !elieve that Soul has the ultimate solution to their highl" st"lied need for shoes

and accessories to match the cloths the" are !u"ing# These Souls fashion shoes% !ags%

!elts and jeelr" items are the best option to go ith clothes the" have purchased#

&ver" cloth house ill add Soul+s matching shoes and accessories in their catalogues and

have models orn those shoes ith the !rands clothing posters

ATL and TL acti&ities

• *ill!oards at attractive locations like in 7i!ert" market% 9B$% Cavalr" *ridge%

eropur ,oad% jail ,oad and link road#• TAC on channels that are mostl" atched !" target market like

o =ndus

o Bum

o @eo entertainment

o $,

o TA one

o The music

o $$@

o 'tv

• ,adio $d

o .0#2 Bum '

o ' .

o ' .3

o '

o ' )

o ' ..

53



Positionin( trate(yPositionin( trate(y

The positioning strateg" for Senora Collections is attri!ute !ased strateg"# Positioning

strateg" is developed in such a a" to emphasie on uni6ue and distinctive !enefit#

SenoraRs customer are the people ho !elieve that Soul collection is a place here the"

can meet their fashion needs and are assured of the fact that hatever the" are looking for

availa!le on the outlet#

Senora Collections offer an arra" of shoes and accessories hich is designed in line ith

the upcoming cloths colors% fa!ric and design hich an innovative one stop shop solution

suited to the st"le needs of toda"+s omen not catered !" an" competitor !efore#

Tag line

One stop – style shop

PlacementPlacement=nitiall" 7ahore ill !e a focus and SeGora collections ill !e placed at regular outlets of

Soul collections as people are aare of them and are alread" located at convenient and

attractive places#

Eutlet locations

• 7i!ert" 'arket

• 7ink ,oad% 7ahore

• Shoe Planet% '' $lam ,oad% 7ahore

Collaboration

Colla!oration is planned ith the folloing renoned cloths shops of 7ahore

• Saleem a!rics

• *areee+

• =nternational Cloth 9epot

• ia

• $roshi

• *anarsi ,aheem *rothers from arachi

54



• $l(ajr

• 'oon *anarsi

Colla!orations ith designers :like haadi% Bajra Ba"at% arma% Paisle"% 'aria * and

9eepak Perani etc; are dependent on the customer response for a!ove mentioned clothshops# =f the response is overhelming% then Soul Collections ill enter the designer

Baute Couture market of Pakistan#

Pricin(Pricin($s the Senora Collections launched !" Soul ill !e one of a kind idea of providing

footear to match the upcoming trends of apparel# =t ill !e the uni6ue selling point for

Senora Collections# $nother important thing for determining the price is that the

colla!oration is ith all the leading cloth retailers ho are charging high price !ecause of

their esta!lished name# $ll these aspects have to !e considered hile determining the

price of Senora Collection shoes and accessories# The !est pricing here ould !e

Premium pricing as it ill !e a uni6ue product offered to the ladies# $part from this% it

is largel" o!served that ladies have ala"s !een cra" to go for e-act matching and

uni6ue items# So the premium pricing ill !est suit here#

*elo ta!le shos the appro-imate or average total cost and price of casual% fanc" and !ridal shoes#

Variable CostsCasual Per

Pair RupeesParty Per Pair

RupeesBridal Per

Pair Rupees

Packaging *o- 0 ) 7a!or 25 55 )5,a material .. 25. 4..Transportation Cost 5 5 5Total Aaria!le Cost 30 3) 5.i-ed Cost Per Pair 30 30 30

Total Cost Per Pair 12 354 531

$ppro- Price,upees 'inimum 5.. ... 2...

55



50



<ost tructure<ost tructureThe cost structure that soul needs to consider hile determining the price largel" includes

varia!le and fi-ed costs#

The fi-ed costs include

9S7 2...>tilit" 1....,ent 45....

En average Soul Collections stocks 5... pairs of shoes on each shop# So the fi-ed cost

per pair ould !e appro-imatel" ,s 30

The appro-imate fi-ed and varia!le cost structure is shon !elo

Paca(in( trate(yPaca(in( trate(y

Packaging for Senora collections ensures that shoes are kept in a secure !o- at the sametime look contemporar"# =t is to focus that Senora collections+ packaging have a definite

identit" in the market in terms of shape and color and for this purpose ne packaging is

suggested i#e#

Variable CostsCasual Per

Pair RupeesParty Per Pair

RupeesBridal Per

Pair Rupees

Packaging *o- 0 ) 7a!or 25 55 )5,a material .. 25. 4..Transportation Cost 5 5 5Total Aaria!le Cost 30 3) 5.Fi#ed Cost Per Pair 30 30 30

Total Cost Per Pair 12 354 531

51



istribution strate(yistribution strate(ySoul collections follos selective distri!ution strateg" as it e-plores potential areas that

are preferred !" customers and opening its outlets at these locations to ensure availa!ilit"#

or Senora collections distri!ution ill initiall" !e focused in 7ahore region on soul+s

outlets that are alread" operating in various areas# =t is a !etter option as target market is

no aare of Soul+s name

Pro%it and 4oss tatementsPro%it and 4oss tatements

Profit and Loss Statement Current Year 1st Year !"

in#rease$nd Year %"

in#rease

Sales 5....... 1,!000000 +6-+!0000

CE@S -7!00000 487!0000 6!81+!00$ross 3roit 11+!00000 146+!0000 1,74-7!00

E.enses !6+!0000 7-1+!000 ,87187!0

E5I/ !6+!0000 7-1+!000 ,87187!0

/aes #1!%* 84-7!00 10,687!0 1480781-

et Inome 4781+!00 6+1!6+!0 8-,10,-8

5)



Maretin( >77ortunitiesMaretin( >77ortunities

)uyers)uyersPotential customers are those ho visit and are regular customer of cloth houses !ut do

not visit Soul collections# The target !u"ers are the female

Product and serice deelo7ment andProduct and serice deelo7ment andinnoationinnoation

• Proper platform for training sales persons i#e# train them on ho to deal and

convince customers for !u"ing a shoe# Ether than that the" should have fashion

knoledge and must !e a!le to guide customers for purchasing shoes that go ith

their st"les#

• Time !eteen customer demand for a shoe and the time in hich a sales person

!rings that shoe has to !e minimied to min

Maretin( >bjectiesMaretin( >bjecties

=4 Assumptions

• Economic Assumptionso The sie of segment of ur!an females in 7ahore is an appro-imation and

estimation#

• Technological Assumptions

o ,a materials especiall" fa!ric ill !e provided !" the retail houses ith

hom the colla!oration is made#

o <o , G 9 ill !e re6uired as the trend forecast ill !e primaril" done !"

the retail cloth outlets

•

Socio1political Assumptionso 'arket is medium to attractive that+s h" ta-es are e-pected to rise in the

coming fiscal "ear

o Customers are highl" conscious a!out their st"les and are concerned a!out

aesthetic feel

o Customers are aare of the fashion needs

5



o The trend of matching and contrasting shoes and accessories ith attire is

increasingl" !ecoming popular

.4 Primary b<ecti&es

o Financial b<ecti&es

The financial o!jectives of Soul Collections are to !oost the sales

and increase it from the current level to 35/ increase in the ne-t

three "ears#

$ 5./ increase in current market share is e-pected in ne-t three

"ears

o Entrepreneurial b<ecti&es

i# e" success factors=4 $vaila!ilit" of matching shoes and accessories

.4 or see the trends of colors and st"les in the coming seasons

>4 $ttractive product presentation

54 Dell(trained and e-perienced ork force

?4 Clear image in minds of target audience that Soul collections

has matching shoes and accessories as ell as has idest range

of design in each categor" as clear market position conve"s a

clear and consistent compan" image#

0.



hree :ears Maretin( MAR >bjecties o%hree :ears Maretin( MAR >bjecties o%enora <ollectionsenora <ollections

The e-pected launch of the Senora Collections ill !e in autumn 2..)# =n $ugust 2..)% a

campaign ill !e held to create aareness of Senora so that people !ecome full" aare

of this product !efore the peak season of &id and eddings# The research done highlights

the potential outlets to target initiall" ill !e Saleem a!rics% *areee+% =nternational

Cloth 9epot% $roshi% for casual and part" and *anarsi ,aheem *rothers from arachi%

$l(ajr and 'oon *anarsi for the !ridals#

To sustain the competitive advantage that Soul Collections ill have ith the launch of

Senora Collections% entr" !arrier ill !e created !" making a deal to sta" ith these retail

cloth houses to sta" ith Soul and not colla!orating ith an" other firm at least for the

ne-t three "ears

*" the launch of Senora Collections% the target market share of at least 5./ increase ill

have to !e achieved in the three "ears# This target is likel" to !e achieved as in one "ear

souls has alread" captured / of the market share !" providing more or less the same

product its competitors are offering#

Soul Year &ar'et Share(nnualSales )ndustry Sales

&ar'et Share"

" )n#rease inShare

Soul Current ear 1!0000000 1+000000000 1

Soul et ear 1,!000000 1+840000000 1"! !0Soul Comin ear +6-+!0000 1-7-8800000 1", +6"6

Targets of opportunity

• =nitiall" in the first "ear the target ill !e the large retail cloth outlets !ut after the

over helming response of customers% colla!orations ith the high end haute

couture Pakistani !outi6ues ill !e done#

• @eographical e-pansion !" launching Seora collections into other cities after

colla!orating ith potential cloth houses situated in area#

0



chedule o% Maretin( Planchedule o% Maretin( Plan

AA<5@55+<5@55+ 9RA5>9RA5>

$esearch

• Pest H Porter

• Consumer beha&ior to+ards this

idea through 9uestionnaires4

2 months

Analysis of Findings 2 (3 eeks

'etail marketing plan 2informal

discussion on Collaboration Idea6

3 ( 4 eeks

Presentation marketing head da"

Appro&al eek

Implementation of plan ( 2 months

Promotional Acti&ities L 2 months

Launch $ugust 2..)

02



A77endicesA77endices

uying Preference

Target Audience facing problems +hile searching matching shoes

03

es

87%

6o

1-%

es

6o



Preference for our Product

04

7es

,+%

6o

8%

7es

6o



05



Re%erencesRe%erences

#millishoes#com

#servis#com#st"loshoes#com

#ecsehsan#com

#lahore!aar#com

#google#com

222"9uikm(a"om&stratey& matri* &ge 'mkinsey&

222":alue(ase)manage ment"net&metho)s;ge ;mkinsey"html

222"(rs'in"om&mo)els&mo)el17"as.

222"e)uationsu..ort"o"uk&)o2nloa)s&r<h&5OS/O;COS=L/I$;$>O=3;MA/>I?".) 222".erley(rook"umk"maine"e)u&sli)es&s.rin%+0+007&5=S411&5=S;411;)ay;1+"..t

http8HH#ansers#comHtopicHlahoreOcatQtravel

http8HH#orld00#comHasiaHsouthasiaHpakistanHlahoreHpeoplehttp8HHen#ikipedia#orgHikiH7ahore

http://www.millishoes.com/

http://www.servis.com/

http://www.styloshoes.com/

http://www.ecsehsan.com/

http://www.lahorebazar.com/

http://www.google.com/

http://www.quickmba.com/strategy/matrix/ge-mckinsey/







http://www.valuebasedmanagement.net/methods_ge_mckinsey.html






http://www.brs-inc.com/models/model17.asp

http://www.educationsupport.co.uk/downloads/rjh/BOSTON_CONSULTING_GROUP_MATRIX.pdf

http://www.perleybrook.umfk.maine.edu/slides/spring%202007/BUS411/BUS_411_day_12.ppt

http://www.answers.com/topic/lahore?cat=travel

http://www.world66.com/asia/southasia/pakistan/lahore/people

http://en.wikipedia.org/wiki/Lahore

http://www.millishoes.com/

http://www.servis.com/

http://www.styloshoes.com/

http://www.ecsehsan.com/

http://www.lahorebazar.com/

http://www.google.com/



http://www.brs-inc.com/models/model17.asp

http://www.educationsupport.co.uk/downloads/rjh/BOSTON_CONSULTING_GROUP_MATRIX.pdf

http://www.perleybrook.umfk.maine.edu/slides/spring%202007/BUS411/BUS_411_day_12.ppt

http://www.answers.com/topic/lahore?cat=travel

http://www.world66.com/asia/southasia/pakistan/lahore/people

http://en.wikipedia.org/wiki/Lahore

final soul collection

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