The Marketing Plan Of Two Steps Shoe Apparel

A Marketing Plan In Fulfillment Of the subject Marketing 3 (Marketing Management)

Submitted by: Josefina C. Gler Angelo N. Agner Jaemar Narido Amylyn Canonero BSBA 3 BSBA 3 BSBA 4 BSBA 3 Submitted by: Mrs. Agnes Pilande Instructor

I.

MISSION STATEMENT

In the business world today, consumer of all kind demand for new products to patronize and satisfy their needs. People nowadays, demand for shoes that will be useful to them.

In order to satisfy the target customers, we will produce/ create product that will meet their satisfaction.

The proposed name of the firm is Two Steps, owned by the partners namely: Josefina Gler, Jaemar Narido, Amylyn Canonero and Angelo Agner, which introduces to the public quality shoes.

The companys short term goal is to recognize and patronize the firm. The long term goal of the company is to satisfy the needs of the costumer by providing them their needs.

II.

PRODUCT

The company offers shoes used to protect the feet, and as part of the trend nowadays. Our firm is not only limited to one particular product line. We make/ produce shoes of different styles, colors, shapes and sizes available for people who have different walks of life--students, employees and household.

Each pair of shoes will be placed/ stored in a box (printed with the products size and color, and our trademark) for its protection from any

unwanted circumstances/ fortuitous events which will ruin the shoes, and for the convenience of the buyers.

The cost of each pair of the shoes depends on the materials used, e.g. leather, rubber, cotton, thread, accessories and the like. Each pair of shoes will be charged 50% from its production costs.

III. MARKET

The target markets of the firm are the people residing/living in Carigara. Company can fit in the target market boundaries as by consumer group demography as to age, gender, lifestyle, occupation, income, education and values. To obtain the product, we determine our customer user groups which are the students, employees and other person who want to buy our products. The population in Carigara which is our target market is 55,470. The factors which may affect the marketability of the product are price, packaging, promotion, brand and location.

IV.

COMPETITION

Two Steps is the first one-stop-shop shoe store in Carigara. Obviously, its initial competitors are the retail stores and direct selling stores.

Retail stores only offer shoes of low prices with low quality which probably last for three to four months. The consumer tends to buy shoes from time to time that result to an additional expense. Direct selling stores offer quality shoes at a reasonable price. Their products are usually seen through brochures that renders doubt/ confusion to the customers. They offer payment in installment basis for every purchase of product within 30 days. However, the products are delivered a week or a month after order. They also offer sale/ discount. Two Steps offers what the competitors could offer, and even more. Compared to the above-mentioned stores, the company provides variety of quality shoes at a reasonable price which are physically present in the store, seen through brochures, and available online. It will not be cumbersome to the customer in finding/ selecting shoes that will satisfy them since everything is available in the store. They are served well by the salespersons. Assigned to a particular section, and given discount. We accept cash, credit card, check and ATM card payment.

V. PRICING

Product Pricing is very important. If it is set correctly, there is a chance that the firms sale and profit goals will be achieved. The acceptable price of consumer ranges from P 200.00 - P 300.00 for each pair of shoes. Compared to other products, a Two Steps shoe is of good quality because we handle the manufacturing of the product. The company makes sure that each shoe undergo through quality control before selling it to the customers. The estimated cost for making 1 shoe is P150.00, and P350.00 for a pair of shoes. For the processing and packaging of the product, we used the most economical cost to keep the product cost down. In producing the shoes, we used appropriate materials. The package materials lessen our expense because we used box made of cartoon and a paper to cover and protect the product inside the box.

VI.

DISTRIBUTION

Two Steps has plan to introduce this shoes to the ultimate consumers end users which are the people living in Carigara. TWO STEPS

Consumers E.g. student, employees and household

Figure 1

The product of ours is channeled the consumer, e.g. students, employees, household, that will be purchase to us directly by them.

VII. PROMOTION MIX

In our companys communication approach, we use three promotional areas through the following: Advertising, Selling and Sales promotion. Advertising

In order for our store and product to be made know to the target market, we use the type of media of business cards, fliers, website and tarpaulins.

In business card, we indicate the name of the company, name of the product, address/ location and the number to call in case of order/ inquiry. Since ebusiness is now spreading fast, we create website wherein our products features and the companys information are available. In

fliers, we also indicate some of the available information in business card and in the website. The tarpaulins are posted in a conspicuous public places.

Selling

Through selling, we apply a good sales talk and create intimate relationship to the costumers so that we can gain more income and more costumers.

The front line people/salespeople played the most important role in the selling process to be particular, aside from the higher level management, because most of the time they have close contact with the costumers. They are the one to meet, serve and satisfy the latter.

The salespersons of the company are assigned to promote the product to the costumer personally by introducing the product, its features and convince them to buy and patronize the product.

Sales Promotion

Discount is one of the important aspects to encourage the costumer to buy the product. That is why the company provide/give discount (from 10% - 50%) especially holidays/anniversary. We also give free items for every purchase of shoes. And for our most valuable costumers, we send gift as a sign of gratitude/appreciation to make them feel important. These activities make our firm successful.

VIII. SALES FORECASTING

Increase in sales volume of shoe stores usually occur during the opening of the school year which starts from May to July. It only means

that school shoes has the highest demand compared to the other types of shoes. As years passed on, people tend to demand for more hi-tech things such as gadgets. Business transactions are now done through the use of the internet, which is the so called ebusines(electronic business). With these latest trends, peoples demand for shoes in terms of its design and styles also increases which manifests a need for innovation in order to meet their satisfaction. These products are not only seen physically/in the store, and through brochures. These are also posted, sold, and bought online. In response to the increasing demand on people, Two Steps is introduced to them. We can surely meet their satisfaction. The level of our sales for 1 year would be P 500,000.00 wherein more than half of the population in Carigara will purchase the product.

IX. ACTION PLAN

Activities
Customer service Product Sale Distribution of fliers, business cards, brochures Posting of Tarpaulins

Jan Feb Mar

x x x x x x x

April May June July Aug Sept Oct Nov Dec

x x x x x x x x x x x x x x x x x x x x

X. PRODUCTION
In planning to operate a business, survey is very necessary to determine what items and number of items to be produced in order to

meet the satisfaction of the potential customers. Their various demands must be taken into consideration in the actual making of the product. The company produces variety of shoes such as school shoes, sports shoes, casual shoes and office shoes having different styles, shapes, colors, and sizes with the proper materials used. Each item has enough number of items to meet the demand of the people and at the same time meet the companys profit goal.

The Shoe Making Process The company has four departments in which a progressive route is followed for producing finished shoes. These are Clicking or Cutting Department, Closing or Machining Department, Lasting & Making Department, Finishing Department and the Shoe Room. 1. Clicking or Cutting Department In this department, the top part of the shoe or the "upper" is made. The clicking operative is given skins of leather, mostly cow leather but not restricted to this type of leather. Using metal strip knives, the worker cuts out pieces of various shapes that will take the form of "uppers". This operation needs a high level of skill as the expensive leather has to be wasted at the minimum level possible. Leather may also have various defects on the surface such as barbed wire scratches which needs to be avoided, so that they are not used for the uppers. 2. Closing or Machining Department Here the component pieces are sewn together to produce the completed upper. The work is divided in stages. In early stages, the pieces are sewn together on the flat machine. In the later stages, when the upper is no longer flat and has become three-dimensional, the machine called post machine is used. The sewing surface of the machine is elevated on a post to enable the operative to sew the three dimensional upper. Various edge treatments are also done onto the leather for giving an attractive look to the finished upper. At this stage only, the eyelets are also inserted in order to accommodate the laces in the finished shoes. 3. Lasting & Making Department

The completed uppers are molded into a shape of foot with the help of a "Last". Last is a plastic shape that simulates the foot shape. It is later removed from the finished shoe to be used further in making other shoes. Firstly, an insole to the bottom of the last is attached. It is only a temporary attachment. Sometimes, mostly when welted shoes are manufactured, the insole has a rib attached to its under edge. The upper is stretched and molded over the last and attached to the insole rib. After the procedure completes, a "lasted shoe" is obtained. Now, the welta strip of leather or plastic- is sewn onto the shoe through the rib. The upper and all the surplus material is trimmed off the seam. The sole is then attached to the welt and both are stitched together. The heel is then attached which completes the "making" of the shoe. That was the process for heeled shoes. When a flat shoe is in the making, there are considerably fewer operations. The insoles in this case are flat, and when the uppers are 'lasted', they are glued down to the surface of the inner side of the insole. The part of the upper that is glued down is then roughed with a wire brush to take off the smooth finish of the leather. This is done because rough surface absorbs glue to give a stronger bond. The soles are usually cut, finished and prepared as a separate component so that when they are glued to the lasted upper, the result is a complete and finished shoe. Soles can also be pre-molded as a separate component out of various synthetic materials and again glued to the lasted upper to complete the shoe. 4. Finishing Department and the Shoe Room The finishing of a shoe depends on the material used for making it. If made of leather, the sole edge and heel are trimmed and buffed to give a smooth finish. To give them an attractive finish and to ensure that the edge is waterproof, they are stained, polished and waxed. The bottom of the sole is often lightly buffed, stained and polished and different types of patterns are marked on the surface to give it a craft finished look. A "finished shoe" has now been made. For shoe room operation, an internal sock is fitted into shoe which can be of any length- full, half or quarter. They usually have the manufacturer--s details or a brand name wherever applicable. Depending on the materials used for the uppers, they are then cleaned, polished and sprayed. Laces and any tags that might have to be attached to the shoes, such as shoe care instructions, are also attached. The shoes, at last, get packaged in boxes.