Shoes with Style

Styke – the Company

A Major player in Premium Shoes Two manufacturing units in Gurgaon12% Market Share in Formal Shoes19% Market Share in Sports ShoesA team of 175 distributors in India12 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

9

2327

12

6

25

33

13

6

17

34

11

5

20

40

16

0

5101520

25303540

yr 1998 yr 1999 yr 2000 yr 2001

East West North South

Market Share of Sleke

1210

131215151413

20191717

101515

8

0

5101520

25303540

yr 1998 yr 1999 yr 2000 yr 2001

East West North South

Combined Sales – Region Wise

West28%

North42%

South15%

East15%

East West North South

Quarterly Sales Combined

0%5%

10%15%20%25%30%35%40%45%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

EastWest

NorthSouth

East West North South

Pointers…

Styke has a very strong customer base in North.

Sales decrease in rest of the country in 2nd and 3rd 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 ProductsMake new Products with better

FeaturesInnovate 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 Sports Monsoon

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 1100Choice 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