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Shoe Bible

Location:
Pasar Santa, 1st Floor, Block AKS 108, Jalan Cipaku 1, Kebayoran Baru,
Jakarta Selatan 12170
Jakarta

Branches:

9 branches in urban districts Jakarta


2 branches (Yogyakarta)
1 branches (West Sumatra, Padang)

Current Services:

Cleaning services
Un - yellowing services
Re-coloring services for leather and suede materials
Including drop off; drop off and delivery; and pickup and delivery
services

Target Market:

Hype fashion community/ population in affliction to sneaker shoes


(Approx. age: 17 25)
College student with affliction to sneaker shoes
People who loves sport
Nature devotees such as hiker

Potential Market:

Professional office worker with branded shoes (Approx. age: 27 - 60)


(sering mention shoe bible siapa through social media (top 5 used
social media including forums), table of frequencies)

Competitors:

Sneaklin
o Services:
Shoes Solution
o Services:

Shoes and Care


o Services:

Apa yang sudah di tawarkan oleh competitor itu (pesaing dekat dan jauh)
sepatu kulit tidak termasuk competitor (kelebihan competitor in which leads
to another opportunities)

Pemain Basket

SWOT ANALYSIS
Strength

Premium care
services with
affordable price
Target market not
limited to middle up
First mover in local
brand
Go Green by
Swasher (natural
ingredients cleanser)
Established in the
middle of Jakarta

Opportunities

Express shoes care


focusing on leather
foot wear, especially
in office hour
Branded secondary
foot wear market
Conceive another
cleanser variance
Shoes repair services
Instant rain services
and rain guarantee for

Weaknesses

Incredulity feeling
from customers,
remembering brand
local services
Limited to one
variance cleanser

Threats

Threat of New
Entrants is quite high
Bargaining power of
buyers is weak
Intensity of rivalry
among competitors is
quite high

MARKETING COMMUNICATION
Methods
Broadcasting through radio
Interview with owner
Collaboration with other brand
Follow events (big event and weekly event)
Endorsement through influencer
Established company website philosophy
Rebranding on logo a little bit to create trusted
atmosphere
Online and social media marketing:
Instagram (create hashtag)
Facebook page
Line advertising
Forum on kaskus

Period
3 months
1 month
12 months
12 months
6 months (3-5 people)
3 months
1.5 months
12 months

Advertising:
Broadcasting through radio and Youtube, interview the owner to know the history, company
vision and mission
Sales Promotion:
Public Relations and Publicity:
Events and Experiences:
Direct Marketing:
Personal Selling:
Word of Mouth Marketing:
Broadcasting through a big radio such as Prambors
Interview the owner, uploaded to Youtube
Joint with other brand voucher in sport station / planet sports (2 times free wash on
Shoe Bible in 6 months period) sales promotion
Follow events - color run, run event and CFD program (create booth)
Endorsement through influencer (goals: to interview artist and blogger publish it on
Youtube or Television)
Established company website (philosophical and shoes review)

Rebranding on logo (a little bit premium and trusted touch)


Barbershop cooperation
Collaboration with university in order

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