UnitedInternationalUniversity

Department of BBA

Submitted To-
Kawsar Ahmmed
Associate Professor
School of Business and Economics

Submitted By-
Course Name: Marketing Management
Course code: MKT-3336
Section: A

SL.NO NAME ID REMARKS

1. Muhit Al Faisal 111 153 003
2. Tasnia Khan 111 161 011
3. Monika Saha 111 153 079
4. Adnan Mahmud 111 161 195
5. Asif Hossain 111 153 142

Date of submission: April 13, 2019

1
 Letter of Transmittal
13th April, 2019

Kawsar Ahmmed
Associate Professor
School of Business and Economics
United International University
United City, Madani Avenue, Badda, Dhaka-1212.

Subject: Submission of term paper.

Dear Sir,
I would like the pleasure to present this term paper on marketing plan. We have worked hard to
collect information and tried our best to make this report as effective and beneficial as possible.
This report has been really interesting and informative for us, which I believe will be supportive
to our academic and professional career in the future.
I request you to take your time to read this term paper on marketing plan of “TIPPY-TOES”. I
hope that we have represented our hard work and dedication for this report and it will meet the
level of your expectations.

Thanks and Regards.

Sincerely,

___________________
Muhit Al Faisal
Department of BBA
On behalf of the group

2
 Acknowledgment
This study is the upshot of the term paper writing program commenced by the “Marketing
Management” course inculcated by Kawsar Ahmmed of United International University for
Spring2019 students to enrichment the understanding and examines knowledge collected from
the particular field.We are really grateful to our honorable course instructor Kawsar Ahmmed,
for the freedom he gave us in our study and his continuous guidance henceforth. His guidance
has been ofextreme help to us. We are also thankful for all the times, we consulted his and he
answered with the utmost patience and perseverance. Practical knowledge is fundamental for the
application of theoretical intelligence. And, his guidelines for the study made it mandatory for us
to seek learning from the real business world, which proved to be very gratifying. We cordially
thank him to provide us the opportunity to apply classroom learning in practice. There are always
some differences between theories and practice. This study bridges the gap between them.

3
 Executive Summary

This report provides a detail discussion about the marketing plan of “TIPPY-TOES shoes”. The
main purpose of this report is to acknowledge the marketing plan that are to be followed to
establish and which regulate the conducts of a business. The analysis provided in this report is
collected by using only secondary source and method of the discussion including collection of
information from The different articles and online sources. The first chapter of this term paper
based on current market, target market etc. The second chapter of this term paper contains the
marketing strategies, the third chapter includes the action program, chapter four is all about the
control, chapter five is about the budget analysis, chapter six is all about SWOT analysis of our
marketing plan and chapter seven is about the conclusion.

4
Table of Contents
Chapter-1 ...................................................................................................................................................... 6
Current market situation .......................................................................................................................... 6
The market situation ................................................................................................................................. 6
Target market ........................................................................................................................................... 6
Market geography and demography ........................................................................................................ 6
Market needs ............................................................................................................................................ 7
Market trends ........................................................................................................................................... 7
Market growth .......................................................................................................................................... 7
Chapter-2 ...................................................................................................................................................... 8
Marketing Strategy ................................................................................................................................... 8
Target market: ....................................................................................................................................... 8
Marketing Mix Strategies: -....................................................................................................................... 8
Integrated Marketing Communication objective and strategy .............................................................. 10
Chapter-3 .................................................................................................................................................... 10
Action Program: ...................................................................................................................................... 10
Distribution plan ................................................................................................................................. 11
Chapter-4 .................................................................................................................................................... 12
Budgeting: ............................................................................................................................................... 13
chapter-5……………………………………………………………………………………………………………………………………………….13
Evaluation………………………….………………………………………………………………………………………………………………13

Control………………………………………………………………………………………………………………………………………………13

Chapter-6 SWOT Analysis .................................................................................................................. 14

STRENGTHS: – ..................................................................................................................................... 14
WEAKNESSES: – ................................................................................................................................... 15
OPPORTUNITIES: – .............................................................................................................................. 15
THREATS: – .......................................................................................................................................... 16
Chapter 7..................................................................................................................................................... 16
Conclusion .............................................................................................................................................. 16
References .................................................................................................................................................. 17

5
Chapter-1
Current market situation
Tippy toes is currently on its early days of growth. Effective marketing could be the key to its
future growth and success. Till now its products has been revolutionary in the market and the
customers has received the product very generously. The company plans to conduct an effective
marketing strategy for the development of the brand and build product awareness to its customer
base. Tippy toes is a footwear manufacture company and it produces footwear, socks and
accessories attending to the need of ever growing footwear industry of Bangladesh.

The market situation

Tippy toes has conducted several research campaign, market analysis, product analysis, customer
need analysis even before it started its mass production. These studies helped the company with a
vast knowledge about the shoe market situation in Bangladesh. Now the company knows who
needs what and when do they need it and what do they expect when they buy a product. This
knowledge also helped the company to set the pricing and amount of distribution it has to make
to keep the supply in check. The company can now produce products according to consumer
needs and set the target market.

Target market
 Jobholders and business class for official shoes
 School going kids for school shoes, smart shoes and kid’s funky footwear
 Stylish women for heels
 Old and overweight people for customized special shoes

Market geography and demography

‘Tippy toes’ has decided to operate only among the geographical territory of Bangladesh during
its growing period. The company has the vision of expanding internationally as it reaches
certain growth limit and customer base. The company has targeted the 18 crore population of
Bangladesh and it is increasing its customer base via internet, online shopping and several
delivery services.

6
 The ever growing population of this country has always helped the growth of shoe industry
because it is an essential for everyday needs. The flooding of new trends and changing climate
has changed peoples tastes and the increase of income has also helped the cause a lot.

Market needs
The company is producing comfortable trendy and specialized shoes for the specific demand of
the market. The duo of latest machineries and group of quality craftsmen work side by side to
produce some wonderful and long lasting shoes.Our researches has given our engineers and
workers some groundbreaking data which helps them to make well- thought-out-designs for
shoes. Comfort and durability is our priority and we always try to stick to this motto. This
company wants to become the first priority of a customer when they think about buying trendy,
comfortable, stylish but long-lasting footwear.

Market trends
Tippy toes has already created a revolution in the shoe market of this country with its
innovative design and use of modern technology in producing shoes. It has become a priority to
middle aged and old people as it produces specialized and customized shoes for people with
joint pain and arthritis problem. Parents of school going children will have less stress as the
company produces smart shoes for kids with tracking devices in them which can be located
from anywhere any time. Ever changing climate of Bangladesh demands tough and long lasting
shoes so we are producing leather alike but water-proof shoes. We dream to set new trends to
the footwear industry of this country.

Market growth
Footwear market in Bangladesh has a healthy growth with decent competition. There are some
renowned national and international brands producing in Bangladesh which had set the
standards very high. Studies have shown some ups and downs in the shoe market during recent
past but we are hoping for rapid growth in the market in near future because we believe decent
competition it resulting in better products and the consumer will always have the demand for
quality products.

7
Chapter-2
Marketing Strategy

To achieve this objective, we implement various strategies.

Target market:

Sport shoes for: -

Kids to up to 15 years

Young people

Older people above 50 years

Gender: male and female both

Marketing Mix Strategies: -

Products: - School shoes for children aged between 5-15 years focusing on dress codes and
user-friendliness. Special tracker shoes for children and old people so they can be located any
time. Sports shoes for kids and young people with the best material in the market designed
for air flow and sweat and water resistance. Formal and casual shoes that are made from best
quality leather and sole designed for comfort and style. We have addressed the back, hip and
joint problem of heel wearing women and medical patients with arthritis problem,
collaborating with medical surgeons and shoe designers we have created specialized products
addressing their needs. Each of Tippy Toes products ensures highest quality possible at their
price range. The company is providing 6 months’ warranty on specific products.

Price: – The price range of the product range will be from BDT. 799 to 3900 hundred. The price
will be depended upon the customer age and size of the product. The company will also provide
discount offer and allowance for the channel members.

Place: – The distribution channels for tippy toes Company are as follows: -

8
 MANUFACTURER (COMPANY)

WHOLESELLER

SHOES SEND TO RETAILER

Promotion:-In a promotion part of the product we are going to launch Integrated Marketing
Communications plan for the target market.

9
Implementation Tactics

* Launch a blind ad campaign on billboards and magazines in all a class area of major cities and
magazine with respect to target market.

* Heavy advertising on TV, newspapers and magazines

* Set displays of shoes in showrooms and major dealer outlets in all cities.

* Continue Advertising.

Integrated Marketing Communication objective and strategy

Integrated Marketing Communications is a term used to describe a holistic approach to
marketing communication. It aims to ensure consistency of message and the complementary use
of media. The concept includes online and offline marketing channels. Online marketing
channels include any e-marketing campaigns or programs, pay-per-click, affiliate, email, banner
to latest web related channels for webinar, blog, micro-blogging, RSS, pod cast, and Internet TV.
Offline marketing channels are traditional print (newspaper, magazine), mail order, public
relations, industry relations, billboard, radio, and television. Our Company is developing its
integrated marketing communication programs using all the elements of the marketing mix
(product, price, place, and promotion So Integrated marketing communication is integration of
all marketing tools, approaches, and resources within a company which maximizes impact on
consumer mind and which results into maximum profit at minimum cost. Promotional activities
include Advertising, sales promotion, and personal selling activities. It also includes internet
marketing, sponsorship marketing, direct marketing, database marketing and public relations and
integration of all these promotional tools along with other components of marketing mix to gain
edge over competitor is called Integrated Marketing Communication.

Chapter-3

Action Program:

10
Distribution plan

1. Through internet: We can directly sell our product through internet. For this we need a website
for displaying our product. Website is not so costly now a day. We can display our product
through the website and directly sell them online. Online shopping is becoming very famous in
our country day by day so this might be a very effective plan. People will able to pay online for
the product they will order and also will get a free home delivery.

2. Sales team: This could be a effective distribution plan for us. Some sales representative will
setup a campaign outside of any School, College or University along with our product. For this
we need to train up some sales person who will able to take any kind of questions asked by the
students. They will have the convenes power to deal with the customers. Customers will able to
buy those products without visiting the shop. This will be a short time distribution plan.

3. Retails: This will be our main focus. The shoe outlet will be open all day in a week so that
customers will able to buy any kind of product from the outlet. We can generate profit from this
retailer shop. After producing the products, we will bring all the products in our inventory. From
the inventory we will supply them to the retailer shop.

4. Selling direct to consumer: without taking any third party help we will sell our product direct
to the consumer. This idea will work because we are sell different type of product to a target
customer. Our unique product will not be available in any other shops in the city. So anyone
wants to buy our unique product then they will have to order it online or have to collect this from
our outlet. So we will directly sell product to our consumers.

11
Some unique ways for effective promotion of our shop are given below:
1. We can provide our online shopping link on popular website or social media.
2. Campaign outside or inside in any campus.
3. We can provide some free educational equipment’s for the students and teachers like pen,
pencil, water pot etc. for promotion.
4. We can print leaflets with the map and can point out our location of the outlet.
5. We can easily send a promotional SMS to all customers by contacting with the sim card
provider company.
6. Currently we have many giant screens on the road in the Dhaka city. We will show our
outlet ads throughout the giant screens.
7. We can run a promotional campaign like 20% discount on all products for new
customers.
8. We will sponsor any kind of sports program for promoting our shoes.

Chapter-4

Budgeting:

we have decided to spend 30 lac taka on advertisement which is very important for our new shoe
company. We have decided to spend 20 lac taka on sales promotion and 10 lac taka on
maintaining the public relation. For this we will need some expert people in this section. 10 lac
taka for direct marketing. This is another very important part for our new shoe company because
people don’t know about our shoe company and through marketing people will get to know
about our shoes. And last we decided to spend 10 lac taka on media planning for our company.

chapter-5

Evaluation

The Goal of TIPPY-TOES marketing plan is to achieve market objective that are established
before implementation of marketing plan. We evaluate and control our strategic tactics by
comparing our result with standard established before setting of plan, by measuring customer

12
satisfaction and brand loyalty. If result is less than our standard than it means there is any default
in implementation and monitoring in the program. The people who are responsible for the
monitoring and control of the marketing plan will be the Marketing Executives, Sales Managers,
Media Managers, Market Research Departments, and the Production Managers. Some activities
will be carried out for evaluating the overall performance that will be precisely and closely
evaluating the effectiveness of the strategies and tactics for example the gathering and
structuring of data regarding market, product, consumers and the pricing trends, then the
generation of daily sales report should be maintained and then in the end continuous
reconfirming of the marketing budget and activities by the managers of different divisions.

Control:
TIPPY-TOES shoes is offering the highest quality of shoes built with modern technology. The
marketing plan is to start knocking on doors in consumer’s attention by means of adding sensors
and trackers in the sports shoes to in order to track children and elders and also to count total
distance walked or calorie burnt.

TIPPY-TOES shoes will also provide eco-friendly shopping bag. With the latest and unique
design for packaging it will surely attract more consumers and will make the company more
appealing to them. Any dissatisfaction from the consumer will be handled properly by the
respectful employees of TIPPY-TOES. If any product gets damaged within one week after can
be replaced with another one.

TIPPY-TOES shoes is also targeting professional men and women as consumer and created
products that are long lasting that will fit for them. Also comfortable and good looking shoes for
teens and also provide shoes that focuses on particular event for indoor and for outdoor. TIPPY-
TOES shoes made it affordable and yet high quality for long lasting footwear. TIPPY-TOES
shoes will also position itself as an excellent providers of trendy shoes for both men and women.
The materials they use to create footwear’s are the best materials on the market. TIPPY-TOES
will also produce new and innovative products to differ from other competitors.

The company is setting a penetration strategy for its price by which then can produce high
quality products at much lower than what they expected. This will help the company to cope up

13
with the strong competitors and build a loyal relationship with the targeted consumers. Each shoe
can be purchased by cash, debit card or even credit card. TIPPY-TOES shoes will be marked
through regional and local showrooms scattered along Dhaka for the next three years TIPPY-
TOES seek out to expand its distribution throughout the country. The company’s main goal is to
build relationship with its consumer as well as to maintain their relationship to their product by
their loyalty on purchasing it. In line with their distribution. TIPPY-TOES is planning to expand
online sales by offering customized product line via internet.

TIPPY-TOES will communicate with their customers concerning about their product in many
ways. The product will be available to many outlets nationwide and also one can purchase it via
Internet. The company’s promotional strategy will be through print ads which will be located at
different malls, Billboard, and few post banner ads along selected highways and expressways
and together with the online advertising.

Chapter-6

SWOT Analysis

SWOT analysis will help us to identify our company strength, weaknesses, opportunity and
threats internally and externally both. Through this, we can easily identify our TIPPY-TOES
competitors in the market and once we know the company weakness and what kind of
opportunity we have. In SWOT analysis of the company, we have find the following that will
help to make more strategical and cost effective marketing plan.

STRENGTHS: –

i) Easy availability of cost for all level of people.

ii) Producer-friendly government policies for shoes industry.

iii) Well-established linkages with buyers.

14
WEAKNESSES: –

i) Lack of modern finishing facilities for leather.

ii) Highly unhygienic environment.

iii) Difficulties in accessing to testing, designing and technical services.

iv) Environmental problem.

OPPORTUNITIES: –

i) Leather is very much cheap in our county and Bangladesh is good at producing high quality
leather.

ii) Presently, the Bangladeshi footwear market is dominated by Men’s footwear and we are
looking for both men and women shoes

iii) Smart shoes are not that much available in the market and we are producing smart shoes.

iv) Growing fashion consciousness globally.

v) Use of information technology and decision support software to help eliminate the length of
the production cycle for different products

vi) Product diversification – There is lot of scope for diversification into other products, namely,
leather garments, goods etc.

vii) Growing international and domestic markets.

viii) Retain customers through quality supplies and timely deliveries

ix) Aim to present the customer with new designs, feature, infrastructure, and country &
company profiles.

15
x) Use of modern technology

xi) De-reservation of the footwear sector.

THREATS: –

i) Entry of multinationals in domestic market.

ii) Stiff competition from other company.

iii) Non- tariff barriers – Developing countries are resorting to more and more non – tariff
barriers indirectly.

iv) Fast changing fashion trends are difficult to adapt for every time for our company.

Chapter 7

Conclusion

Resolving the issues is to provide moral grounds for social policies aimed at protecting the
earth's environment and remedying environmental degradation. As we are doing business, some
problems will arrive but through a good practice we can solve those problems. As we are
launching some unique and totally new product so there will be some problems but if we have a
good and strong marketing plan then we can solve those issues easily.

16
References
Website
https://www.forbes.com/sites/davelavinsky/2013/09/30/marketing-plan-template-exactly-
what-to-include/#1e9cff103503
https://www.thebalancesmb.com/how-to-develop-a-marketing-strategy-in-5-easy-steps-
2294833
Textbook
Marketing management by Kotler Keller

17