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Marketing plan of stylo

INTRODUCTION
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.
From a 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.
founder – Azhar hussain siddiqui
VALUE

Wear your style through life


VISION
• To become the top fashion brand of pakistan.
MISSION
• We distinguish ourselves by providing head to toe fashion and home
accessories with best value for money and premier service to our
customers by following ethical standards.
OUR NETWORK
• Stylo has around 140 brand outlets spread across Pakistan
G
OBJECTIVES
• To maximize profit
• To increase market share
• To increase their growth
• To become market leader
PRODUCTS
OFFERINGS
• Ladies shoes
• Kids footwear
• Ladies accessories (hand
bags,jewellery)
• Casual fabric named
FABRIZIO.
TARGET MARKET
 Stylo captured the imagination of women
who consider footwear an essential part of
their appearance.
 Brands in women fashion.
 Stylo products are aimed at all social class
es. Its product prices range from 290 to 2
5,000. So it is very affordable to shop at
Stylo.
MARKETING MIX OF STYLO
LEVELS OF PRODUCT
PRODUCT

 CORE CUSTOMER VALUE:

Wear your style


Quality:. Our
production facilities
have the provisions
for handmade shoes
as well as
Brand name:Stylo automated shoes ACTUAL
shoes is a great
name in fashion
Variety: There are large
number of shoes sandals PRODUCT
industry of Pakistan and high heels in large
quantity. also selling
as well as getting women hand bags and
popularity in jewelry.
women of all ages Design: . Designs
are change after a
little time according
to demand and
fashion trends.
Stylo provide after sale services

Defected shoes can be repaired


AUGMENTED
PRODUCT Misplacement of stones from jewellery
,shoes and clutches can be repaired or
replaced

Warranty: of shoes and accessories

Purchased: changed within a week


 Psychological pricing
 promotional pricing
 discount and allowance pricing
PRICE
PSYCHOLOGICAL PRICING:
They generally prices a product to the nearest lower “9” digit figure of
the actual price. For example, any commodity to be prices $10 is priced
at $9.99 to lure and attract more customers.
For example:
Sandal formal-red
PKR 2,499
PROMOTIONAL PRICING:
• Stylo temporarily pricing product below the list price to
increase short run sale
FOR EXAMPLE

PKR 1,779 PKR 1,999


PRICE
DISCOUNT AND ALLOWANCE PRICING:

Stylo offers discount and allowances on purchase during


different seasons.
Distribution of stylo products has been based on
thorough research and forecasting of market conditions.

All the markets were first studied for segments, cultures,


economic conditions and overall responsiveness and
value of customers and then entered.
PLACE
Channel: direct distribution

Coverage : . stylo has around 140 brand outlets in


more than 50 cities in pakistan
Stylo relies on its Concentrated
pull strategy and marketing
brand equity to
PROMOTION bring more strategy exits
for stylo
customers

Stylo uses the following me


dia for its promotion.
• TV
• INTERNET
• RADIO
• FASION MAGZINES
SWOT ANALYSIS OF STYLO
1) Strong 2) 3) Strong 4)More 5) Online 6) 7) Largest
Brand Versatility manageme than 1000 trade. Pakistan’s network of
name. and nt. employees. largest 140 outlets
innovation. fashion in 52 cities
retailor. around the
country.
 No international presence.
 less effective pricing strategy.
 designs are easily copied by local manufacturers
Expansion in To capture the
whole Pakistan. accessory market
collectively.
OPPORTUNITIES
Expansion in ) Company can
international also target
markets. males.
THREATS

Threat of new entrants Threat of substitute


In The Ladies Footwear Industry,
The Level of Rivalry is high.
• There are Several Competitors such as
COMPETITIVE • METRO
RIVALRY • ECS
• BORJAN
• STARLET.
• The Competition Between These Companies
is so intense because they are dealing with
SHORT-LIFE CYCLE Products
MARKET SHARE
Quoting rs15 billion for the financial year ending
june 2016. Considering market share calculations
by industry players and stylo’s 5% share out of
10% of share of local brands shoe
market. Stylo makes worth of rs7.5 billion
Stylo
Shares
ECS Borjan
5%

Metro