TASK 2 PROMOTING PRODUCT

Women's Shoe Store

Passion Soles is a women's only shoe store in Indonesia. Indonesia badly needs an upscale shoe store for women because the current stores have an inadequate selection. Currently, women that need a special pair of shoes often must travel up to Seattle to find the right shoes.

Passion Soles will have an unmatched, extensive selection of different shoes. Generally, the size of Passion Soles' selection is cost prohibitive due to all the different sizes that must be stocked per style. Passion Soles has a unique business model that allows them to have an extensive selection at the cost of only stocking one size per style. This is accomplished through a special relationship with the wholesaler so Passion Soles can receive a customer's needed size within two days. Rush overnight shipping is available at additional cost.  While some people might not like a store where shoes cannot be tried out before purchasing/ordering, women's fashionable shoes are different.  When it comes to trendy, nice looking shoes, aesthetics are prioritized more than fit.  This is evidenced by the fact that women wear high heel shoes with narrow, pointy toes.  Clearly these shoes are not comfortable, but they look so nice and that is what counts.

Passion Soles will leverage Holly Heels' extensive knowledge of the women's retail shoe industry to quickly gain market share. Profitability will be reached by month ten and  $284,000 will be generated in revenue in year three.

Marketing Strategy

Part of Passion Soles' marketing strategy will be based solely on location. Passion Soles is located in a trendy mall that receives abundant walk-through traffic.  This location will cost a premium and will not be directly linked to the marketing budget as rent has been categorized under general overhead.

Another form of marketing to be described later in detail will be advertising.  The strategy of the marketing campaign is to increase the target customer's awareness of Passion Soles.

Mission

Passion Soles' mission is to provide Indonesia with an upscale selection of women's shoes and outstanding customer service. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.

Marketing Objectives

• Increase repeat customers by 7% per quarter.
• Decrease customer acquisition costs by 8% per year.
• Build an effective pull campaign, bringing in new customers at an increased rate of 9% per quarter.

Financial Objectives

• Experience a double digit growth rate for the first three years.
• Reduce store overhead by 5% each year.
• Reach profitability by the end of year two.

Target Markets

Passion Soles is targeting two population segments within the broad category of the fashion conscious female with disposable income. 

• Professionals: these are full time working professional women. They typically earn more than $45,000 themselves. They will purchase shoes for the workplace as well as for leisure time.  This group is being targeted as they work full time and therefore have the need for many different pairs of shoes for all of their different outfits.  They also have the money to spend on shoes and will take advantage of this reality as women typically love to collect lots of shoes.

• Housewives: this segment has plenty of disposable income because of their husbands. These women love shoes, and spend fair amounts of time shopping for shoes and clothing. The household income of this group is $60k-$150k, generally toward the higher end of this range.  This group is attractive because they have the money and the time to shop for shoes.  With both money and time, there is no limit to the number of cool shoes that they would like to own.

Positioning

Passion Soles will position itself as the premier outlet for women's fashionable shoes, providing Tacoma with the largest selection, rivaling some of the boutiques in Seattle.   Passion Soles will leverage their competitive edge to achieve this desired positioning.

Passion Soles' competitive edge is an unmatched selection in Indonesia. This selection will be achieved in two ways. The first is a very specific effort to carry as many styles of shoes as possible.  Passion Soles recognizes that Indonesia currently does not have a single store that offers a wide selection of decent quality shoes for the fashion conscious woman consumer. The competitive edge is the recognition of this unserved niche and the serving of this demand.

Passion Soles will be able to offer a large selection through a unique inventory model that stocks a large number of styles with only one size per style. The advantage to this is that for the same amount of money that Passion Soles invests in overhead, they can offer far more styles.

This model is effective because women will buy shoes based on style. The way a shoe fits is of little consequence if it looks good. For this reason women are willing to order a pair of shoes sight seen but not fitted. Passion Soles offers two day delivery with an additional expense rush overnight option.

Strategies

Passion Soles' marketing strategy will seek to create customer awareness regarding the products that they offer, develop the customer base, and work toward building customer loyalty and referrals.

The message that Passion Soles will seek to communicate is that they offer the largest selection of fashionable women's shoes in Tacoma.  Women no longer need to travel to Seattle to find nice shoes.  The first method that Passion Soles will use to communicate this is location. Passion Soles has chosen an upscale, trendy mall that receives a lot of walk through traffic.  This generates large amounts of visibility for Passion Soles. 

Another method of communication is advertisements in Tacoma's daily newspaper.  The advertisements will be placed in the weekly fashion section whose readership is primarily women. 

The last method of communication will be through a strategic relationship Passion Soles will develop with one of the upscale women's clothes stores.  The two stores will be co-branding their products as clothes and shoes are intuitively linked.  Often times shoes are purchased to go with the new outfit.  The strategic alliances will be used to acquaint customers of the trendy clothes stores with Passion Soles as the customer demographics are quite similar.  The alliances will include discounts when both shoes and clothing are purchased as well as display some of each company's products at the other store.  These activities are all designed to develop visibility on behalf of the marketing plan.

Marketing Mix

Passion Soles marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.

• Pricing: Passion Soles pricing is designed to be competitive to the other fashion shoe retailers.
• Distribution: All shoes will be distributed to Passion Soles store front.  While this will necessitate a second trip for the customer to come and pick up the shoes, it allows Passion Soles to offer a much wider selection than any of the competition.
• Advertising and Promotion: Location, targeted advertising in the newspaper and strategic alliances will serve as the foundation of Passion Soles advertising and promotion effort.
• Customer Service: Exceeding customer's expectations is the company's mission.

Marketing Research

During the initial phases of the marketing plan development, several focus groups were carried out to help gain insight into the most prized customer and some of their decision-making processes as they relate to shoe purchases.   The information collected from the focus groups has been extremely helpful to Passion Soles and help justify the business model.

An additional source of market research is a comprehensive survey that has been distributed to an upscale women's clothes retailer's customers.  A mathematics graduate student was used in the development of the survey ensuring the survey was statistically significant and relevant.  The survey was also quite insightful into the mind of a prospective customer.

Sales Forecast

Sales Forecast
Sales
Professionals	$172,454
Housewives	$112,095
Total Sales	$284,549
Direct Cost of Sales	2003
Professionals	$68,982
Housewives	$44,838
Subtotal Direct Cost of Sales	$113,820

Milestones
Advertising	Budget
Marketing plan completion	$0
Advertising campaign #1	$2,200
Advertising campaign #2	$1,000
Advertising campaign #3	$2,600
Advertising campaign #3	$2,600
Total Advertising Budget	$8,400
PR	Budget
Strategic Alliances	$1,825
Other	$0
Total PR Budget	$1,825
Direct Marketing	Budget
Other	$0
Other	$0
Total Direct Marketing Budget	$0
Web Development	Budget
Other	$0
Other	$0
Total Web Development Budget	$0
Other	Budget
Securing space in trendy mall	$700
Other
Total Other Budget
Totals	$10,925