Final Project

Product
2
Resource Person

Mr. Mobin-ul-Haq

Program
MBA P (E)

Submission Date

9th February, 2008

3
 Acknowledgement

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 project.

We are grateful to Mr. Mubeen ul Haq the Assistant Professor who gave us an

opportunity to explore, 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 Planning Executives Ms.Anila Tauqir and Mr.Salman Kafeel of Soul

Collection and Sourcing analyst Mr. Rizwan Saddique for providing us with the required

information.

4
 Executive Summary

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

Pakistani ladies footwear brand recently launched by Servis group.

The Porter Analysis paints the picture of a medium attractive market for ladies fashion
shoe industry in which threat of new entrants, suppliers and substitute is low, rivalry is
intense and buyer power is high.

The PEST analysis also indicated that there is no stability for any kind of business given
the current political and economic environment. Apart from the environment of our
country, China is also a major threat in this market.

The major competitors of Soul are Stylo, ECS and Milli. The major new entrant in this
industry is Shu-8 by Bata. Every one is trying to gain competitive advantage in this less
differentiated industry. ECS has tried this by launching three brands catering to high class
with different age groups. Stylo on the other hand has gone into large distribution
network in different cities and has also made a breakthrough by increasing its product
line to kids’ girls and boys. Recently Stylo has recently launched a line of sports shoes
for their kids segment. Milli has combined its own brand along with many imported
brands under one roof. Apart from shoes, they are also into bags, belts and other
accessories.

Based on thorough research a marketing plan for a new brand under Soul Collection is
planned to launch with the name of Senora Collections. The main concept behind this
product is to collaborate with major cloth houses for providing the customers with shoes
and accessories that match or contrast in exact colors and designs. This product is
expected to launch in autumn 2008 and prior time will be used for preparation of
implementation. After implementation of this strategy in cuming years 50% market share
is expected to increase from current figures

5
 Table of Contents

Page
Ladies Fashion Shoe Industry of Pakistan 7
PEST Analysis 9
Industry Analysis 13
Supply chain 18
Competitor Analysis 20
Company Analysis 28
Soul Collections Current Strategies 36
SWOT Analysis 39
GE Matrix 42
Customer Analysis 43
Marketing Plan Senora Collections 47
Marketing opportunities 56
Schedule of marketing plan 59
Appendices 60
References 63

6
Ladies Fashion Shoe Industry of
Pakistan

Fashion these days has become very essential to females and they are highly demanding
whether its attire, shoes or accessories. Seeing this major transition in the behaviour of
females, every industry related to females and revolutionized. The ladies shoe industry
has also undergone changes and especially in the past few years the transition has been
quite rapid. Ladies fashion shoe industry is a very growing industry. Exiting firms in
ladies fashion shoe industry:

Branded
1. Stylo
2. Ehsan Chappal Store
3. Milli
4. Metro
5. Soul Collections
6. Shu-8
7. Comely

Non-Branded
1. Shan Chappal store
2. Dolphin Shoes
3. Ansari shoes

Non branded or generic retailers are in masses and are found in almost all big and small
markets of Pakistan. They sale shoes on small stands outside the shops or they have
rented shops but are not known by any name. Even if they have named their shops (like
Ansari and shan etc.) they are not known by people residing in other localities.

7
 Need
Cover our feet

Shoes

Fashion Historical
Orthopedic Athletic Dance shoes Work shoes
shoes Shoes
shoes Shoes

Men’s Ladies Either

Shoes Shoes Shoes

Focused Industry

8
PEST ANALYSIS

Political Environment
The political arena affects the industries of any country. If the political environment is
stable then it is beneficial for any industry because stable political environment follows
the regularity of the policies for any industry. Unfortunately in Pakistan, political
environment was not sustainable which causes a bad effect on almost all the industries.
Currently Pakistan suffers from considerable political uncertainty as the tenuous
governance structure put in place by President Musharraf has come under strain.
Moreover, among ordinary Pakistanis, criticism of the army — typically among the most
respected institutions in the country — and its role in governance has become much more
common.
The imposition of an emergency comes after months of political instability and
worsening Islamist-related violence in Pakistan in 2007. By redirecting resources toward
subduing Pakistani civil society, the move could even hinder the military’s ability to
combat religious extremists, who many argue are strengthened by authoritarian rule that
weakens the country’s moderate political forces

Impact of Political Environment on Shoe

Industry
There is no special trade restriction for shoes industry. Any one can start this business
with the registration in chamber of commerce.
Last year Government of Pakistan exempted special taxes of 10% - 15% on leather shoes
imported that was a promoting action for shoes industry. Raw materials used in shoe

9
industry are mostly leather, artificial leather, synthetic, and textile canvas, PVC, Hawaii
and EVA. The import duty on all these raw materials is 15 %.
There are some environmental issues regarding shoes industry that is ban on import of
raw material toluene. The chemical toluene is addictive. Due to this reason, the sticking
chemicals like Lee-tax, Diamond and MEK are mostly being imported and if it is
manufactured in Pakistan, then toluene is smuggled.
Political instability i.e. state of Emergency has big affects on import and exports of shoes
industry as well as retail business. People take this emergency in the sense of Martial
Law they are afraid and not willing to come market for shopping. All the imports orders
had been cancelled due to emergency no one country willing to export their shoes and
shoe raw material in Pakistan.
WTO affects this industry too much. WTO has opened trade with china which has also
affected this industry negatively. China penetrates not in Pakistani shoes market but all
over the world due to low manufacturing cost. Investors in shoe manufacturing are afraid
due to these types of agreements to invest in shoes industry. We can promote shoes
industry if Government imposes trade restriction on imports of shoes from china.

Economical Environment
Most considerable point for any industry is the economic condition of the country. If a
country is economically strong then there are chances of growth in each sector.
Pakistan is a developing country and progressing continuously. The economic condition
is much better now as compare to the previous years. In the past foreign companies were
afraid to invest in Pakistan but now the situation is totally change. Many countries are
investing in different sectors and playing good role in our economy. The GDP of the
Pakistan has increased and rising up with the time.
GDP is targeted to grow by 7% in 2006-07, with a growth in manufacturing (8.4%).
The overall Fiscal deficit for 2006-2007 was targeted at Rs.373 billion i.e. 4.2 percent of
GDP which is expected to be Rs.345 billion i.e. 4.0 percent of GDP. Rate of inflation is
increasing on fast pace, 7.92 in 2006, which directly affects new investments, because
inflation is directly proportional to interest rates.
Expo centers are being introduced in some major cities to robust Pakistan’s export
revenue. After the emergency imposed in Pakistan, our economic rating has decreased

10
from “A” to “B-”. Due to the current political instability, foreign investment has
decreased a lot.
Due to current instability, Pakistan’s main stock market in Karachi lost nearly 5% of its
value when trading reopened on November 5, 2007 — the market’s worst-ever one-day
loss — and the country’s attractiveness for foreign investors may wane considerably
upon further instability.

Impact of Economic Environment on Shoe

Industry
Due to this reason, there is great change and development in Shoes industry. Shoes
industry is much more efficient now days as many firms are entering into this business.
New companies like Soul Collection, Shu 8, Think Pink, Comely shoes, swan shoes, and
Metro shoes are the example of this growth which will raise our GDP more.

Social Environment
Social trends and the demographics are the key elements that are taken in consideration to
do business in any country. Each country has different culture and trend basing on their
norms and values.
In Fashion Shoes industry trends are changing day by day rapidly and if you don’t keep
up your pace with this rapid transition you will lack behind.
Now a day’s people are becoming more stylish, fashion oriented and status conscious so
they prefer and demand for shoes which fulfill their personality needs. People today want
good quality products in return of the money that they spend.
People like to socialize. As imported and internationally renowned brands are assumed to
be prestige to use, people are more likely to go for some best known products.
In the ladies fashion shoe industry, there is an increased trend of females to buy shoes
that matches their outfits. Some years back, very neutral colors like black, brown, white
and fawn were used for ladies shoes and were considered as a match for outfits of all
colors. But this trend is by gone now and ladies are more prone to buy matching shoes.
Because of this demand from the ladies, almost all firms are manufacturing shoes of a

11
variety of colors. Now, shoes are being manufactured in various shades of one color like
different shades of blue, green, pink and other colors are easily found.
Another increased trend is of providing shoes according to various occasions like
valentines, basant; weddings etc. for example on valentines, shoes in various shades of
red are provided and displayed. In the same way, in wedding season golden, copper,
silver and reds are provided because of their huge demand.
As weather in Pakistan remains warm in most of country’s region and it continues
approximately 7 to 8 months, so in such weather you need more stylish chappals. Strong
media support towards brands is influencing people decisions about shoes.

Technological Environments
Technology is the best weapon to win the war of competition in these days. Those who
have outdated technology are out of the competition. In shoes industry majority of
companies are manufacturing hand made shoes for competitive edge. In Pakistani shoes
industry usage of technology is very low because people prefer to buy hand made shoes.
The budget allocation for research and development in shoe industry of Pakistan is
maximum 5%. Due to low usage of technology in this industry technological change rate
is 0%.
A big reason for not involving technology is that in ladies fashion shoes industry, the
designs change rapidly and with this fast pace, machines cannot be changed.
But technology plays a great role in sole cutting and pressing. Machines are used in
Pakistan as well as abroad for sole cutting and pressing. Earlier sole cutting and pressing
was manually done but now machines are available on which mass sole cutting and
pressing is done. As far as the uppers of shoes are concerned, they are embellished and
sequenced by labor.
• Slip-ons uppers are cut on machines
• Mass productions of shoes are having their uppers cut on machines

Trend in the next three years

After analyzing the current condition of the country, it can be send that in the coming
years the environment will not be stable and the industries will not flourish as they have
in the past few years. People will be hesitant to invest in businesses because of the

12
insecure business environment. The company might grow better keeping in mind the
previous strategies of General Pervaiz Musharraf but the overall business environment
will be not be favorable. But in footwear industry, although china is a major threat but
still, there are chances of growth.

INDUSTRY ANALYSIS

Bargaining power of suppliers – Low

• Too many suppliers
The suppliers have mushroomed specifically in the city of Lahore and Karachi. Other
than these cities suppliers can be found in Sangla hill, Shiekhupura and Kasur. The
suppliers are quite large in number as compared to the buyers who order them. This large
ratio of suppliers leaves the choice on buyers. The buyers have the complete power to
work with as many suppliers as they want and to reject the suppliers when their orders are
made.
• Lead time short
Generally the lead times of providing the orders to the firms are very short. If any
supplier takes more time than others he will not be pursued and contacted by the firms.
So the rivalry among suppliers is intensified on the basis of lead times
• Easily available – homogenous product
The products demanded by all the firms in this industry are almost the same with little
variations in designs. So overall, the products are homogenous in nature.
• Segregated suppliers
The suppliers do not have any union. They are segregated and spread. Because of no
union of suppliers, their power has decreased. Price war has resulted because of
segregation of suppliers.
• Fragmented
The suppliers market is totally a fragmented market and the concentration ratio is quite
low due to influx of suppliers who cater to a limited number of buyers in this industry.

13
 • Suppliers product essential to the quality or performance of the business
As almost all the firms in this industry are outsourcing so the products quality heavily
depends on suppliers. The buyers expect to get good quality shoes from their suppliers.
The product quality is totally dependent on suppliers’ part. For the quality to be
consistent, the firms arrange for quality audits to the suppliers manufacturing place.
• Product differentiation is not provided by the suppliers as they have to make
to designs with complete specifications provided by the firm
As far as the big names of this industry are concerned like Stylo, ECS, Modila, Milli,
Soul Collections etc. they have their own shoe designers. Once the shoe is designed, it is
sent with complete specification of raw materials to be used to the suppliers. So
customization is quite high as far as the designs are concerned. In the ladies fashion shoe
industry the product differentiation is mainly defined in terms of designs they offer to
their customers. So the product differentiation is defined by the firms and not the
suppliers
• Low switching cost
As the ratio of suppliers is quite high as compared to the firms that they are catering, so
this makes the switching cost of buyers very low.
• Forward integration can happen because of low entry barriers
As the entry barriers in this industry are very low due to low mainly due to low capital
costs, there is a threat that the suppliers can come into forward integration and this can be
a threat from suppliers.
• The leftover inventory stocks are returned to suppliers as claim. Suppliers then
sale those shoes to generic retailers.

14
Customers/Buyers
• Products are homogenous. Shoes in ladies fashion industry are not much different
in terms of design and quality as almost all the firms have same vendors and if a
firm signs an agreement with vendors in order to protect their designs from being
copied, the vendors will offer the same design with a slight difference to some
other firm. So, products are homogenous in ladies fashion shoe industry
• Buyers are very strong as they have too many options available without any
switching cost involved. If they face any issues regarding price, quality etc. they
would easily switch to other brands as they can find the same designs with a slight
difference (or at times same design) at any other shop at their acceptable price or
quality parameters.
• Fashion trends are changing at a faster pace, buyers in this industry are not brand
loyal rather they seek for better designs and apparent quality parameters defined
by them.
• Comparable prices & quality: As mentioned earlier products are homogenous
with little or no difference, buyers have advantage of switching a brand if they are
not satisfied with the price or quality being offered by a particular brand.
• Switching cost is low, as mentioned earlier, that products are almost same so
consumers do not face any major costs in switching a brand from one to another.

Threat of New Entrants

• Entry barriers are low as existing firms are all outsourcing which makes the total
investment relatively low for new entrants.
• Entrants do not have to spend heavily to overcome existing customer loyalties
instead location of retail outlets, designs and to some extent quality are areas
where entrants will have to focus.
• Established / growing market as companies across the industry exhibit solid
earnings and revenue figures which means industry is showing signs that it is in
its growth stage.

15
 • No technicality involved .supply chain is very easy to manage in this industry as
not much technology is involved in manufacturing of the shoes and as a matter of
fact outsourcing lowers the risk of failure in production.
• New entrants need to differentiate by spending on advertising, customer services
and to some extent product differentiation keeping the current situation of
industry.
• Switching cost is low which is beneficial for new entrants if they provide the
designs and fulfill the quality parameters defined by the customers.
• If we talk about the prevailing trends then firms like (Soul, ECS, Stylo etc) have
their own distribution channels.
• The only determinant for cost advantage is favorable location in this industry
• There are no government policies to limit the competition. Other than that if there
is import duty then it is only on some raw materials which doesn’t directly affect
our industry.
• Existing industry doesn’t have any history of retaliating as industry is growing at
a fast pace which is not a threat to the sales of new entrants.

Threat of Substitutes
• Machine made shoes are substitute products as hand made shoes are being
produced currently in the market.
• Life of fashion shoes is very short i.e. fashion trends change at a fast pace which
makes it difficult for the substitutes to follow rapid changes, so threat of substitute
is pretty low.

16
Rivalry
• Too many competitors
• Comparable marketing budgets for brands only. If generic retailers want to
establish themselves as brands then they will have to allocate ample budget for
market resources and advertising.
• Rivalry is intense as competitors prone to fight each other because almost all of
them have similar resources, have similar strategies and also same target market
• Fixed costs are not high thus there is no pressures for firms to fill capacity which
can at the end lead to price cutting when excess capacity is present.
• As mentioned earlier, target market is almost same for all competitors that results
in almost same strategies so, competitors in this industry do not face hard time
reading each other’s (competitors) intentions accurately.
• Low Exit Barriers
i. No specialized assets are involved as this is a labor intensive industry.
ii. There are no Government policies for any firm that wants to leave the industry.

Overall Analysis of Porter

After analyzing the dynamics of the industry, it is evident that entry and exit barriers are
low in this industry because of which there are an influx pf suppliers and manufacturers
and retailers. The supplier power is also low as there are number of suppliers in the
market. A single firm might have more than 80 to 90 suppliers. As far as rivalry is
concerned it is intense as a large number of rivals are competing. Threat of substitute is
also not significant. But the most powerful force among these buyers, as buyers are
involved in this industry is generic buyers.

New Entrant Buyers

LOW HIGH
Rivalry
Suppliers Intense Substitutes
LOW LOW

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 Supply Chain

Out sourcing

Brands:
Raw Material Shoe [Stylo shoes
Manufacturer ECS shoes
Milli shoes
Borjan shoes
Shu-8
Soul Collection,
Process

Others]

Design
Distribution
Centers
Mostly outsourcers have
their own distribution
center.

Retailers

Customers/
End Users

18
Problems in supply chain

• Demand is not collaborated i.e. information is not shared throughout the supply
chain which creates a problem at customers end and inventory piles at
manufacturer’s end that increase the total costs.
• Cut-size order: Another problem in supply chain of footwear industry is cut-size
orders of shoes by the buyers. When an order of a shoe is distributed to the outlet
from sizes sat 6-12 and some of them are sold and is still demanded by the end
customers then companies ask their vendors to produce only those sizes that have
high demand and not a complete set of size from 6-12 just to reduce their cost of
inventory and on the other hand manufacturers/suppliers prefer to manufacture
shoes in bulk, this is the where supply chain weakens.

19
Competitor Analysis

Firms in Industry
• Stylo
• ECS
• MILLI
• Soul
• Metro
• Comely
• Generic/non-branded

Industry Market Share:

From the data of the industry market share, we see that the market is highly fragmented
and few key players are in the market of ladies fashion shoe industry
Firms Annual Sales Market Share%
Stylo 700,000,000 6
ECS 500,000,000 4.00
MILLI 100000000 1.00
Soul 150000000 1.00
Metro 100000000 1
Comely 50000000 0.50
Others (Generic/non-branded) 10400000000 87
12000000000 100

4%
1%
1%
6% 1%
Stylo
0%
ECS
MILLI
Soul
Metro
Comely
Others
87%

Concentration Ratio

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Market is highly fragmented as it can be seen from the above pie chart that 87% of the
market share is consists of generic/non-branded retailers
Major Customers
As this is ladies fashion shoe industry so ladies are the customers.
Location of Suppliers
Most of the suppliers are located in Karachi and Lahore and Sangla.

Competitors of Soul
From all the firms in the market of ladies fashion shoe, three are the major competitors of
Soul Stylo that has captured maximum in the market share, then ECS that also has
second highest market share among famous brands. Other than that why these firms are
chosen as competitors is because a survey was conducted to know customers’ brand
preferences and it showed that 57% of the customers prefers to go to Stylo followed by
41% to ECS and then 21% prefer to buy shoes from Milli.

Stylo Shoes
From a rather humble beginning with one rented outlet in Lahore in 1974, to becoming
the largest selling ladies’ shoes brand in Pakistan and the largest ladies shoes retail
network in the country as well, Stylo Shoes has come a long way. Stylo is currently
present in 16 cities with 27 outlets and plan on expanding further in the coming months.
Over the years, Stylo has slowly but surely become a household name that has captured
the imagination of women who consider footwear an essential part of their appearance. It
is no wonder that Stylo is, today, popularly acknowledged as one of Pakistan’s leading
footwear and accessory brands in women’s fashion.
Product line
• Party
• Bridal shoes
• Autumn/winter
• Casual

Competitor Strategy – Stylo

21
 Market Product Price Promotion Distribution

1.operating in 1. Positioning a 1.Adopts 1. Intensively uses 1. Direct

international single brand skimming price both "Indoor" and distributing
market 2. Competing strategy when "Outdoor" means
2.following multi brand launching new to advertise and 2. Distribution is
market strategy 3. Focus on new designs promote its extensive
3. First in users of the products
strategy. product 2. Adopts 3. Adding
4. Major 4. Focus on new preemptive franchises
commitment in uses of product’s pricing for run of attempting to
terms of basic material the mill designs. control
priorities and 5. Offering distribution
resources multiple and channels.
5. Flexible to standard products
market demand 6. Focusing on
innovation,
modification in
the products
7. Extending its
product line from
females’ shoes to
kids.

22
Ehsan Chappal Store – ECS
ECS is a family-owned chain of ladies footwear and accessories retail outlets. The first
outlet was opened in Lahore’s famous market Anarkali by Mr. Fazal-e-Rab Siddiqui in
1953. The idea was to give customers good value for money. Soon it became famous for
a wide range of comfortable and durable ladies chappals (sandals and slippers). In a few
years the name Ehsan Chappal Store became a synonym for fairly-priced comfortable and
durable ladies sandals.

Product line
• Party
• Bridal shoes
• Autumn/winter
• Casual

23
 Competitor Strategy – ECS

Market Product Price Promotion Distribution

1. ECS usually 1. Positions multiple 1. Follows 1. Extensive 1. Direct

follows first-in brands, like Elements, e skimming price use of distribution
strategy circles and WSC for strategy for outdoor strategy is
2. Caters single different niches. their brands i.e. media i.e. being focused
market i.e. ladies 2. Finds new uses for WSC, elements billboards and by the ECS.
fashion shoes and products basic and e circles. web-ads
is operating materials. 2. Adding
nationally. 3. Is a competing brand 2. Establishes 2. retail functions
3. Concentrate on as they are the only one pricing Advertising to control
key markets when to launch various strategies strategy just distribution
demand increases. brands under its name. themselves. adopted to channels.
4. No customization create
regarding designs. awareness of
5. They innovate and ECS among
keep on modifying in target market.
order to offer better
quality shoes to their
customers.

24
Milli Shoes
Milli shoes is manufacturing a wide range of ladies, gents and children shoes plus are
also offering briefcases, wallets, handbags and belts. They have also introduced a vast
range of imported shoes and executive class of parties wear shoes with a brand name of
“Royal Milli”. Milli is also established with a sophisticated design department equipped
with latest computers and quality control center supervised by highly professional and
qualified staff ensuring quality products to customers.

Product line
• Party
• Bridal shoes
• Autumn/winter
• Casual

25
Competitor Strategy – Milli Shoes

Market Product Price Promotion Distribution

1. Operating in 1. Positioning a 1. adopt 1. support 1. Direct

total market. single brand skimming price personal selling distribution to
2. Follow the 2. Focus on strategy when 2. use end users
leader strategy. new users of the launching new "Outdoor" 2. Distributing
3. Average product designs and advertisement in restricted
commitment in 3. competing products to promote its regions.
term of brand 2. Adopts products 3. Unlike others
priorities and 4. Focus on preemptive ECS is adding
resources. new uses of pricing for run owned sales’
4. Flexible to product’s basic of the mill points to control
market demand material designs. distribution
5. are exporting 5. Offering channels.
shoes also to multiple and
various standard
countries. products
6. Focusing on
modification in
the products.
7. Extend its
market in
imported shoes
8.Milli’s brand
is under
positioned and
lots of people
doesn’t know
about it.

26
Major moves of Competitors
• ECS launched three brands under its name i.e. WSC, e circles and elements
• Stylo adding franchises and expanding its segments i.e. sports segment is being
catered by them now.

Major Entrant in the Ladies Fashion Shoe

Market
• Major entrant after the launch of soul collection is Bata’s Shu-8

27
Company Analysis

SERVIS GROUP
Introduction
Servis Group is Pakistan’s largest footwear manufacturer and exporter. It also has
interests in retailing – its sister company Service Sales Corporation is the country’s
largest retailer and wholesaler of footwear. The Group has diversified interests in
Textiles, Rubber products including tyres, defense industry products, pharmaceutical
retailing and now also in ladies footwear.
The Group was set up in 1958 and today has sales of more than Rs. 6 billion (US $ 100
million). The Servis Group employs 7000 people in its various companies.
Group of Companies
 Service Industries Limited
 Service Sales Corporation (Pvt.) Limited
 Dar Es-Salam Textile Mills
 Servaid Pharmacy (Pvt.) Limited
 Shoe Planet (Pvt.) Limited
 Soul Collections

With more than 300 retail outlets and 13 wholesale depots, Service Sales Corporation
(Pvt.) Limited is the leading retail company in Pakistan with annual sales of Rs. 3 billion.

The Company has established some of Pakistan’s leading footwear brands including
DON CARLOS, CHEETAH, SKOOZ, TOZ and LIZA and has exclusive distribution
agreements with CATERPILLAR, NIKE and LEVI’S.

As part of the growth strategy, they have expanded their businesses to include Servaid
Pharmacy, Shoe Planet and Service Communications.

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Vision Statement
Be the fastest growing company in every market we enter

Mission Statement
SSC will:
 Maximize value for its shareholders and business associates.
 Ensure product innovation and a buying experience that consistently exceeds
customer’s expectations.
 Become a 10 billion rupee company by 2012 through leveraging its brands,
distribution and retailing strengths.
 Leverage technology to gain competitive advantage.
 Strive to provide an environment where employees will be developed, rewarded
and provided with greater opportunities.
 Continue to improve the quality of life of its employees and their families.

29
Soul Collections
Servis Sales Corporation after realizing the growth in the market of ladies footwear
decided to start a separate business unit with the name of “SOUL COLLECTIONS”. Soul
is operating as separate entity in hand made ladies footwear.
Soul has opened its first shop in Liberty three months ago. After the success and hard
work of its enthusiastic team Soul is now opening four new shops in Pindi, Link Road
Lahore, Shoe Plannet LHR and Shoe Plannet KHI.
The main focus of the organization is to provide quality product to its customers. There
core competence is the comfort they are providing. Their innovation, day and night
efforts of the team regarding product development is enabling Soul to attract and increase
the number of customers. These capabilities have also allowed them to strive against the
oldest competitors like Ehsan Chappal store and Stylo shoes.
Soul Collections is all about fusing the exotic and colorful local aesthetics with
international shoe standards. The design range at Soul Collections is not restricted to a
particular segment of the Pakistani consumers, both in its versatility and its affordability
Currently there are 15 employees that are working in the Soul office. The departments
include:
 Merchandising Department
 Planning and Distribution
 Warehouse
 Product Development
 IT Department

Merchandising Department
The merchandising department is basically responsible for sourcing of the product,
selection and development of vendors. At the initial stage samples are selected by the
merchandizing team and quality, price, designs and other related issues are considered.
After the selection of product a contract (that is pre- designed by the head office) is
signed by both parties and a purchase order is issued to the vendor. Once the order is
placed then this department is responsible for the follow up of orders.

30
Planning and Distribution
As obvious from the name this department is responsible for planning and distribution of
product.
The planning personnel’s are responsible for:
 Forecasting of demand and providing the merchandizing department about
purchasing.
 Estimation and continuous evaluation of budget so that it should not exceed the
planned and approved limit.
 Switching and swapping of products from one shop to other.
 Keeping proper information about the slow and hot selling articles.
 Keep an open eye on inventory so there should be less or very few chances of
stock outs.

The distribution personnel’s are responsible for the:

 To distribute the products according to requirement of each shop
 Basically the implementation of the planning is the responsibility of distribution.

Warehouse
The responsibilities of warehouse department include:
 To receive deliveries from vendors and arrange them
 To check the quality of product
 To generate GRN (Goods receiving note) to vendors. The vendors are then paid
on the basis of this GRN
 To keep track of claims that has been resend to vendors for repairing.

31
Product Development
The responsibilities of the product development department include:
• To interact with vendors during the whole product development process in order
to
o Get maximum benefit and to remove the chances of errors at the designing
stage
o To come up with creative and innovative designs
o To provide right input at each step and to develop the vendors
• To work on improving the quality, comfort and standard of the product

IT Department
To live, learn and work successfully in an increasingly complex and information-rich
society, organizations must be able to use technology effectively. Within an effective
setting, technology can enable organizations to become more efficient and competitive.
As technology is becoming the core to success for any organization Soul has also focused
to adopt as much technology as possible in its operations in order to minimize the
chances of human error and improve the output.

The IT department at Soul is responsible for:

• Maintenance of hardware and software
• Train employees for the newly installed retail management software
• Administration of all systems(computers) related tasks
• To coordinate with software providers regarding any problem in the operation of
the software
• To take care of all settings and problems regarding LAN (Local Area Network)
connections

32
Soul Collection’s Objectives
The core objective of “Soul” is “to provide optimum level of support and care that
they have committed to provide through their highly skilled and motivated team of
professionals.”
Goals in Soul are:
• Measurable
• Specific
• Time framed for accomplishment

Multiple Objectives
Soul is at the position in high competitive market in Footwear sector so it is more
emphasizing on strategic objectives, which are as following:
o Bigger market share
o Higher product quality.
o Lower cost relative to key competitors.
o Broader or more attractive product line.
o A strong reputation with customers.
o Superior customer services.
o Recognition as a leader in technology and/or product innovation.
o Expanded growth opportunities.

33
Corporate level objectives

 Code of business Principles

Soul feels its responsibility towards maintaining proper business principles and business
ethics. It has documented procedures explaining business principles which are based on
trust, honest and best practices. It inculcates a culture where each employee feels its
responsibility to follow these business principles which are laid down in the best interest
of the employees, the organization and the environment.

 Strategic Planning
That set of managerial decisions and actions that determine the long run performances of
an organization. Strategic plans are designed and structured by Coo and GM.
Soul using following procedure to reach at planning:
• SWOT
What are strength, weaknesses, opportunities and threats?
• Strategic Position with regards to operations
Operations ability to work with different products experience, skills and capacity
• Competitors profiles and offerings, SWOT
Consumer profile, Segmentation strategy, Product Strategy and Risk profile .SWOT of
competitor’s offerings and profile.

34
 Business Level Strategy
As part of its business strategy, Soul plans to establish itself as a leader, and increase the
overall market size through broader coverage of all income groups due to its
affordability. Soul’s superior products, high quality of service, and customer support will
enable it to not only capture market share from existing players, but also acquire the so
far untapped market.
Soul seeks to determine how it will compete, its strategy is to:
• Offering customers innovative designs.
• Variety of products which are designed differently for different customers.
• Low prices to win the market.
• High quality services.

35
Soul Collections Current
Strategies

Pricing Strategies
• Souls’ pricing strategy is competitive and they also focus on psychological
pricing strategy with certain shoe prices that are a little less than round
number creating a psychological impact e.g. Rs. 295, Rs.995 etc.
• Prices ranges are different for different shoes like for party footwear price
ranges are from Rs. 1100 – 2500, for bridal and fancy footwear price ranges
from Rs. 2500 and above, professional shoes range from Rs. 500 – Rs. 2000,
and for casual wear prices start from Rs. 195 onwards.

Placement Strategies
o Outlets:
 Liberty Market, Lahore
 Link Road, Lahore
 Shoe Planet, MM Alam Road, Lahore
 Bank Road, Rawalpindi
 Shoe Planet, Tariq Road, Karachi
o Distribution
 Soul collections follow direct distribution to the end user strategy. As
Soul is sourcing manufacturing of shoes so they are more focused to
enhance other areas of the value chain of which distribution is one
area.

36
Product
 Ladies footwear and accessories
o Chappal

o Slipper

o Sandals

o closed

37
Positioning
Soul Collections is a Pakistani ladies footwear brand that aims to provide a one stop
shopping facility regarding quality footwear and accessories. Soul Collections is not just
about selling quality footwear, it wants to be identified with providing the ultimate
shopping experience to our customers.

Promotion
• Promotion is typically done in order to create awareness among its customers
about the name SOUL collections and tries to persuade customers from their
ads but still needs to focus more and improve their promotion strategies.
• Soul is advertising through print media such as newspapers, magazines,
billboards and also running TVC’s on national channels as well as local
cables channels
• Other than that Soul’s team visits various school and colleges as part of their
promotional strategy.

38
SWOT Analysis
STRENGTHS:
• Informal Decision Making
• Financial Resources
• Back of Strong Corporate group
SSC
• Use of latest technology
• Existing knowledge if retail
network (Servis group)
Opportunities
• Growing market 12 Billion/ yr
• Setting up a wide retail network
• Very few brands in the market
(Brand building)
• To go multinational
Weaknesses:
• Lack of Industry data
• New and unknown brand
• Sales oriented rather than market
orientation
• New in ladies fancy footwear
• Dealing with uneducated cottage
industry (Suppliers)
Threats:
• Strong competition (old brands 35
yr old)
• China cheap production
• International brands catering to the
target market
• Dealing with uneducated vendors
• Unreliable lead times
39
Internal Factor Analysis – IFE

RATE
FACTOR WEIGHT (1-4) TOTAL
STRENGTHS
Informal Decision Making 0.1 4 0.4
Financial Resources 0.07 3 0.21
Back of Strong Corporate group SSC 0.1 4 0.4
Use of latest technology 0.07 3 0.21
Existing knowledge of retail network
(Servis group) 0.07 3 0.21
Customer service 0.07 4 0.28
Good Quality (durability, comfort, ) 0.03 3 0.09
WEAKNESS
Lack of Industry data 0.1 3 0.3
New and unknown brand 0.08 2 0.16
Sales oriented rather than market
orientation 0.05 1 0.05
New in ladies fancy footwear 0.1 3 0.3
Dealing with uneducated cottage
industry (Suppliers) 0.08 2 0.16
Limited colors 0.08 1 0.08
Total 1.00 2.85

External Factor Analysis – EFE

40
 RATE
FACTOR WEIGHT (1 – 4) TOTAL
OPPORTUNITIES:
Growing market 12 Billion/ yr 0.10 3 0.3
Setting up a wide retail network 0.15 4 0.6
Very few brands in the market
(Brand building) 0.15 4 0.6
To go multinational 0.03 3 0.3
Serve multi-markets 0.07 3 0.21
THREAT:
Strong competition (old brands 35
yr old) 0.10 1 0.1
China cheap production 0.15 1 0.15
International brands catering to the
target market 0.05 2 0.1
Dealing with uneducated vendors 0.05 3 0.15
Unreliable lead times 0.15 1 0.15
Total 1.00 2.66

41
GE Matrix
Market Attractiveness
4

Medium Attractiveness
Average Competitive
Position
2

1 4 3 2 1
Business Strength

After analyzing the SWOT and plotting the external factors and internal factors on the
GE matrix, Soul falls in the category of cash cow. The category shows that the industry
attractiveness is medium as industry growth rate and the GDP are the same that is 7%. In
this industry Soul is an average firm but it is due to the fact that it is new in the industry.
In 8 months it has captured 1% share in this highly fragmented market.

42
Customer Analysis
Customer Profile
The customers that Soul is targeting are the urban females may it be professional or
non-professional females who are style and fashion conscious. These ladies not only
want style and fashion but along with this they also want comfort and good quality
shoes.

Customer Demographics
The age of our targeted female’s market varies between 18 years to 35years. This
variable shows that these females are young, single or married having one or two
kids. The targeted segment is educated, one who has at least done matriculation. They
have a good fashion sense and can differentiate between good and bad quality
products. The minimum income level of the targeted audience is thirty thousand. Soul
is targeting the segment of the upper middle and upper class.

Psychographic Segmentation
The psychographics gives an insight of the activities, interests and opinions of our
target audience. The target audience is quite trendy, stylish and liberal. they like to
hang out, party and like to socialize. They want to keep pace with on going
modernization and want to adopt the latest fashion trends but at the same time they
follow traditional styles according to the event. Females are demanding rapid change
in designs as fashion is changing quite frequently.

Behavioral Segmentation
The major benefits that customers seek are good quality and comfort. The target
market is females who are prone to frequent shopping. Their buying of shoes can be
on impulse basis as well they buy shoes on various occasions like wedding, EID,
basant and other festivals. Target audiences of shoes are informed audience who
know what type of shoes are in fashion and where kind of shoes are available. A

43
 survey on consumer behavior of the targeted audience towards shoe shopping showed
that females tend to buy shoes very frequently.

Important changes taking place in Segment

If we take a glimpse of past regarding the buying behavior of shoes, limited colors were
available in the market and even females were unaware of the fact that they will respond
positively towards variety of colors that match with their clothes. But with the passage of
time this need was realized and firms started providing variety of colors which was
appreciated
Previously design of high heels was not available in low heels or flat shoes but now firms
are providing a single design in variety of heels or flat shoes. This is a very recent trend.

Market Served by Soul in the overall Shoe

Industry
Market Served by Soul in the Fashion Shoe
P1 P2 P3
M1

M2

M3
M1 = Gents P1 = Fashion shoes
M2 = Ladies P2 = Athletic shoes
M3 = Kids P3 = Orthopedic shoes

44
 P1 P2 P3
M1

M2

M3
M1 = Gents P1 = Casual
M2 = Ladies P2 = Semi-formal
M3 = Kids P3 = Formal

While defining the market served in the overall shoe industry, Soul is only catering to the
ladies fashion shoe industry. The ladies fashion shoes is further categorized 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 industry soul focuses in single market
strategy whereas in ladies fashion shoes they have adopted the market specialization
strategy.

45
 Defining Soul’s Market Boundaries

Technology (How)

Hand made

Semi machine made

Machine made
Work Shoe
Gents

Athletic Shoe

Fashion Shoe Ladies

Orthopedic Shoe
Kids
Customer Function/usage
(What)
Customer groups
(Who)

Soul’s Market boundary can be defined as it is catering to handmade shoes in the ladies
fashion shoe market.

46
Marketing Plan – Senora
Collections

Identifying the Segment of this Product

The segment which Soul has targeted for “Senora Collections” is the young urban female
married or single, professional or non-professional with an income level of above thirty
thousand. The target segment for this product is the same that Soul Collections was
earlier targeting. The main reason for the same target audience is that the new product
will be an augmented product for the same audience. Senora would be something that
will fulfill their latent demand which previously was not being fulfilled.
The target customer’s decision of buying our product is influenced by influencers which
are usually family or friends

Segment - Urban Females of Lahore

Lahore population Total 8,896,000
female population of Lahore 52% 4625920
market Size female (urban) 40% 1850368
lower and middle class urban female
70% 1295258
upper middle and upper class female
30% 555110

Identify the Strategic Group you want to Join

In the ladies fashion shoe market, strategic groups can be broadly categorized
geographically. Geographical categorization refers to the number of outlets that each
company has in different regions. The strategic groups in ladies fashion shoe industry can
be defined as
1. Ladies shoe regional
2. Ladies shoes national

Ladies shoes national group comprises only of Stylo. Stylo is the only brand that has
adopted the strategy to go national in the country

47
Ladies shoe regional comprises of ECS, Milli, Soul Collections and other shoe retailers.
Their shoe shop outlets are confined in one city only. Particularly ECS, Milli and Soul
have located their outlets in Lahore city.
The Soul Collections is in national ladies shoe category but the Senora Collections will
be initially launched regionally. But the target of this product line is be available
nationally.

48
Marketing Mix

Product
Name
A soul collection is launching its new brand named as Señora collections which is
Spanish word meaning ‘a lady’. As target market is females that why this name has been
chosen.
Overview
When looking at the fashion shoe industry of Pakistan at a glance, it’s quite obvious that
the shoe retailers order shoes keeping in view the seasonal changes in demand like open
shoes for summers, pumps or close for the winters and the party wears. But what they
• At the start of every season all major cloth shops have this information about what
type of cloth, designs and what color schemes will be offered by them to their
customers in the upcoming seasons. Soul collection will go for collaboration with
renowned cloth houses and will offer shoes i.e. formal, semi-formal and casual
shoes that exactly go with cloths bought from these cloth houses. The selection
and design of shoes for a particular season will be done keeping in view the colors
and designs that will be offered in that season and various cloth fabrics will also
be used in shoes to match cloths bought. The design and style of the footwear will
change because the demand of this product is seasonal.
• Other than that soul will offer its customers with some accessories like belts,
jewelry items and hand bags made out of the same cloth and design that is of
shoes.
Benefits
• Customers are offered with total solution
Previously females used to take cloths to a number of shoe shops and match colors
accordingly. Now they will know that Soul collection is offering all that they want
and wish for - matching shoes and accessories that go with the style and fashion of
the particular season.

49
 • Providing Place and Time Utility
The idea of making the accessories and footwear matching and in line with the latest
trends of the clothing will give the savvy and fashion conscious females place and
time utility there by providing a one stop shop.
• Up-to-date fashion style
As Soul Collections will be collaborating with the clothing brand and clothing house,
so the company will easily get to know what styles, trends and colors that will be in
vogue for the particular or coming season. It will provide an edge to Soul Collections
as they will be designing their shoes accordingly with the demand of the season.
• Time saving
Earlier females used to be going to different places for buying the matching
accessories and shoes. They had to explore the market to get the best of accessory and
shoes matching. Many of the times it so happens that they don’t find the accurate
accessory and shoe that matches best with their attire. All this activity is very time
consuming. Providing the necessary items of matching under on roof will hugely save
females time because Soul will engage itself in “exploring the market” activity which
earlier the females were doing.
• Easy choice /selection
Keeping in view the variety of apparel that will be offered in the coming season, Soul
Collections will be designing shoes accordingly. The color combinations of the
upcoming fabrics will be very critical to the designing of footwear and the shoes will
be designed either matching with the attire or in contrasting colors there by giving
variety of choice to our target customers.
Features
• Different fabrics used in shoes
• Variety in collection
• Matching and contrasting color scheme in every design

Product Line
• Casual
• Party
• Semi-formal
• Bridal

50
Promotional Strategy
The promotional activities will be conducted to create awareness in such a way that
people believe that Soul has the ultimate solution to their highly stylized need for shoes
and accessories to match the cloths they are buying. These Souls fashion shoes, bags,
belts and jewelry items are the best option to go with clothes they have purchased.
Every cloth house will add Soul’s matching shoes and accessories in their catalogues and
have models worn those shoes with the brands clothing posters

ATL and BTL activities

• Billboards at attractive locations like in Liberty market, DHA, Cavalry Bridge,
Ferozpur Road, jail Road and link road.
• TVC on channels that are mostly watched by target market like
o Indus
o Hum
o Geo entertainment
o ARY
o TV one
o The music
o AAG
o Mtv
• Radio Ad
o 106.2 Hum FM
o FM 101
o FM 103
o FM 91
o FM 89
o FM 100

51
Positioning Strategy
The positioning strategy for Senora Collections is attribute based strategy. Positioning
strategy is developed in such a way to emphasize on unique and distinctive benefit.
Senora‘s customer are the people who believe that Soul collection is a place where they
can meet their fashion needs and are assured of the fact that whatever they are looking for
available on the outlet.
Senora Collections offer an array of shoes and accessories which is designed in line with
the upcoming cloths colors, fabric and design which an innovative one stop shop solution
suited to the style needs of today’s women not catered by any competitor before.

Tag line
One stop – style shop

Placement
Initially Lahore will be a focus and Señora collections will be placed at regular outlets of
Soul collections as people are aware of them and are already located at convenient and
attractive places.
Outlet locations
• Liberty Market
• Link Road, Lahore
• Shoe Planet, MM Alam Road, Lahore
Collaboration
Collaboration is planned with the following renowned cloths shops of Lahore
• Saleem Fabrics
• Bareeze’
• International Cloth Depot
• Fiza
• Aroshi
• Banarsi Raheem Brothers from Karachi
• Al-Fajr

52
 • Moon Banarsi
Collaborations with designers (like Khaadi, Hajra Hayat, Karma, Paisley, Maria B and
Deepak Perwani etc) are dependent on the customer response for above mentioned cloth
shops. If the response is overwhelming, then Soul Collections will enter the designer
Haute Couture market of Pakistan.

Pricing
As the Senora Collections launched by Soul will be one of a kind idea of providing
footwear to match the upcoming trends of apparel. It will be the unique selling point for
Senora Collections. Another important thing for determining the price is that the
collaboration is with all the leading cloth retailers who are charging high price because of
their established name. All these aspects have to be considered while determining the
price of Senora Collection shoes and accessories. The best pricing here would be
Premium pricing as it will be a unique product offered to the ladies. Apart from this, it
is largely observed that ladies have always been crazy to go for exact matching and
unique items. So the premium pricing will best suit here.

Below table shows the approximate or average total cost and price of casual, fancy and
bridal shoes.

Casual Per Party Per Pair Bridal Per

Variable Costs Pair Rupees Rupees Pair Rupees
Packaging Box 6 8 11
Labor 25 55 85
Raw material 100 250 400
Transportation Cost 5 5 5
Total Variable Cost 136 318 501
Fixed Cost Per Pair 36 36 36
Total Cost Per Pair 172 354 537
Approx Price
Rupees Minimum 500 1000 2000

53
54
Cost Structure
The cost structure that soul needs to consider while determining the price largely includes
variable and fixed costs.
The fixed costs include

DSL 2000
Utility 70000
Rent 450000

On average Soul Collections stocks 15000 pairs of shoes on each shop. So the fixed cost
per pair would be approximately Rs 36
The approximate fixed and variable cost structure is shown below

Casual Per Party Per Pair Bridal Per

Variable Costs Pair Rupees Rupees Pair Rupees
Packaging Box 6 8 11
Labor 25 55 85
Raw material 100 250 400
Transportation Cost 5 5 5
Total Variable Cost 136 318 501
Fixed Cost Per Pair 36 36 36
Total Cost Per Pair 172 354 537

Packaging Strategy
Packaging for Senora collections ensures that shoes are kept in a secure box at the same
time look contemporary. It is to focus that Senora collections’ packaging have a definite
identity in the market in terms of shape and color and for this purpose new packaging is
suggested i.e.

55
 Distribution strategy
Soul collections follows selective distribution strategy as it explores potential areas that
are preferred by customers and opening its outlets at these locations to ensure availability.
For Senora collections distribution will initially be focused in Lahore region on soul’s
outlets that are already operating in various areas. It is a better option as target market is
now aware of Soul’s name

Profit and Loss Statements

1st Year 30% 2nd Year 35%

Profit and Loss Statement Current Year increase increase
Sales 150000000 195000000 263250000
COGS 37500000 48750000 65812500
Gross Profit 112500000 146250000 197437500
Expenses 56250000 73125000 98718750
EBIT 56250000 73125000 98718750
Taxes (15%) 8437500 10968750 14807813
Net Income 47812500 62156250 83910938

56
Marketing Opportunities

Buyers
Potential customers are those who visit and are regular customer of cloth houses but do
not visit Soul collections. The target buyers are the female

Product and service development and

innovation
• Proper platform for training sales persons i.e. train them on how to deal and
convince customers for buying a shoe. Other than that they should have fashion
knowledge and must be able to guide customers for purchasing shoes that go with
their styles.
• Time between customer demand for a shoe and the time in which a sales person
brings that shoe has to be minimized to 1 min

Marketing Objectives
1. Assumptions
• Economic Assumptions
o The size of segment of urban females in Lahore is an approximation and
estimation.
• Technological Assumptions
o Raw materials especially fabric will be provided by the retail houses with
whom the collaboration is made.
o No R & D will be required as the trend forecast will be primarily done by
the retail cloth outlets
• Socio-political Assumptions
o Market is medium to attractive that’s why taxes are expected to rise in the
coming fiscal year
o Customers are highly conscious about their styles and are concerned about
aesthetic feel
o Customers are aware of the fashion needs

57
 o The trend of matching and contrasting shoes and accessories with attire is
increasingly becoming popular

2. Primary Objectives
o Financial Objectives
 The financial objectives of Soul Collections are to boost the sales
and increase it from the current level to 35% increase in the next
three years.
 A 50% increase in current market share is expected in next three
years
o Entrepreneurial Objectives
i. Key success factors
1. Availability of matching shoes and accessories
2. For see the trends of colors and styles in the coming seasons
3. Attractive product presentation
4. Well-trained and experienced work force
5. Clear image in minds of target audience that Soul collections
has matching shoes and accessories as well as has widest range
of design in each category as clear market position conveys a
clear and consistent company image.

58
 Three Years Marketing SMART Objectives of
Senora Collections
The expected launch of the Senora Collections will be in autumn 2008. In August 2008, a
campaign will be held to create awareness of Senora so that people become fully aware
of this product before the peak season of Eid and weddings. The research done highlights
the potential outlets to target initially will be Saleem Fabrics, Bareeze’, International
Cloth Depot, Aroshi, for casual and party and Banarsi Raheem Brothers from Karachi,
Al-Fajr and Moon Banarsi for the bridals.
To sustain the competitive advantage that Soul Collections will have with the launch of
Senora Collections, entry barrier will be created by making a deal to stay with these retail
cloth houses to stay with Soul and not collaborating with any other firm at least for the
next three years
By the launch of Senora Collections, the target market share of at least 50% increase will
have to be achieved in the three years. This target is likely to be achieved as in one year
souls has already captured 1% of the market share by providing more or less the same
product its competitors are offering.
Annual Market Share % Increase in
Soul 3 Year Market Share Sales Industry Sales % Share
Soul Current Year 150000000 12000000000 1
Soul Next Year 195000000 12840000000 1.5 50
Soul Coming Year 263250000 13738800000 1.9 26.6

Targets of opportunity
• Initially in the first year the target will be the large retail cloth outlets but after the
over whelming response of customers, collaborations with the high end haute
couture Pakistani boutiques will be done.
• Geographical expansion by launching Señora collections into other cities after
collaborating with potential cloth houses situated in area.

59
Schedule of Marketing Plan

ACTIVITIES DURATION

Research 2 months
• Pest & Porter
• Consumer behavior towards this
idea through questionnaires.
Analysis of Findings 2 -3 weeks

Detail marketing plan (informal 3 - 4 weeks

discussion on Collaboration Idea)

Presentation marketing head 1 day

Approval 1 week

Implementation of plan 1 - 2 months

Promotional Activities 1 – 2 months

Launch August 2008

60
Appendices

Buying Preference

Target Audience facing problems while searching matching shoes

No
13%

Yes
No

Yes
87%

61
Preference for our Product

No
8%

Yes
No

Yes
92%

62
63
References
www.millishoes.com
www.servis.com
www.styloshoes.com
www.ecsehsan.com
www.lahorebazar.com
www.google.com
www.quickmba.com/strategy/matrix/ge-mckinsey/
www.valuebasedmanagement.net/methods_ge_mckinsey.html
www.brs-inc.com/models/model17.asp
www.educationsupport.co.uk/downloads/rjh/BOSTON_CONSULTING_GROUP_MATRIX.pdf
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

64