Cinderella

Shoes
Elegancia y Confort
About us
Cinderella Shoes, is a Colombian company specialized in the manufacture and commercialization of
women's footwear made of leather. It is a formal footwear, with sober designs and focused on the
current woman, these styles seek to personalize the footwear in such a way that it adjusts to different
types of women since they have been designed to guarantee comfort and comfort, as well as with a
current design and ergonomic, which allows our clients to be able to use the footwear in any activity
that they carry out on a daily basis. Our styles are always at the forefront of fashion, as it sets the
product catalog. Thus, Cinderela Shoes is able to be among the best companies in the sector, due to its
quality, innovative designs and comfort. Our differential prices are an acquisition incentive since our
clients can buy this more frequently because our prices are low compared to the competition without
affecting their quality.
01.
Our
products
 Ankle boots
At Cinderella Shoes we know that women's ankle boots
are elegant shoes that are always in trend and in the world
of fashion have an immense functionality, since, in
addition, there are a wide variety of types. For this reason,
we have a wide catalog of ankle boots that fit all types of
women.
 Boots

There are many shapes and styles of women's boots, the

main differentiating element is the type of heel they use,
although there are a wide variety of models. The feminine
dress boots manage to warm the foot and at the same time
give the woman greater height and stylize the legs.

We have a wide catalog of extra-long and long boots,

made of Smooth Leader leather. Its ergonomic design
allows a perfect fit.
 Heels
They help to stylize the figure and visually make the legs look
longer. There is a great variety and that a good choice of
footwear depends on whether the outfit is perfect. At
Cinderella Shoes we have a wide variety of designs and styles
for every type of occasion.
 Baletas

The baletas are essential for every woman. The comfort and
design reminds us of the girl in us, and we love ballets for
women. In Cinderella Shoes you will find a variety of dancers and
for all tastes. The baletas for women maintain the essence and
have become a fashion classic that year after year is still present
in the most important looks of women. The women's dancers are
flat and can be used for any occasion, you can use them to go to
the office, go out with your friends and to go shopping; They are
very practical and it is normal for all types of women to have
them. The ladies dancers are very versatile and can be combined
with any type of garment, they have the power to transform a look
into one more fun, elegant and glamorous.
02.
Target audiences
market segmentation
 market segmentation

The market segmentation was carried out, taking into account the
needs, geographical location, economic and payment facility,
determining that the style of footwear that the company manufactures
and markets is formal footwear, with sober designs and focused on
today's women. These styles seek to personalize the footwear in such a
way that it adjusts to the different types of women, performing this
segmentation and respective division into sub-groups, the following
results were obtained:
Demographic segmentation
Colombian Population (48.258.494)

51.2%
(24,685,207) of the Colombian
population are women

In the age range, two categories are

established: youth and adult, taking into
account that the youth population ranges
from 15 to 34 years of age and adults from 35
to 64 years of age.
 Target audiences

Income
From a Minimum monthly
legal salary in force

gender Women Stratum

Age 15 to 64 Low - Medium - High
years
 03.
Benefits of
Leather
Footwear
 When it comes to dressing, we analyze many things about our footwear, that
it is appropriate for the occasion, that it agrees with our clothing, that it has
comfort and lightness. Leather shoes are a symbol of elegance for any
occasion.

High- Leather
heeled footwear
footwear Flat
Elegant, they stylize the footwear
figure, improve posture, give They let your feet breathe, They conform
security Comfort, versatility, safety
easily, Easy to clean, Great durability,
They are always in fashion.
 04.
Competition Analysis
 Strategy
The company was born with a strategy similar to that of its
competition, which consists of working with market segments of
people with low and medium purchasing power, offering good
quality products at moderate prices. With the price menu that will be
developed, the company finds the opportunity to raise the price of its
products a little and encourage excellent customer service from its
employees, which makes it increase the category and generate
differentiation from the competition and brand recognition. . This
will generate that the company wins a great recognition before its
clients, leaving aside the fight that it could only carry out with its
competitors through the price of the products. Similarly, it is seeking
to innovate the portfolio of suppliers, to ensure that they are not the
same as the competition
 Main competitors

Its ADDICT byBOSI line is a more particular Colombian brand that has managed to position
segmentation of the market, this strategy allows itself, and that has managed to expand in the
it to focus more on particular tastes, enabling it national territory, having a presence in the main
to give greater customer satisfaction shopping centers. The market segment is the same
Spring Step stores are considered multi-brand as cinderella shoes
stores because they also sell their own brand
together with other national or imported ones.
They manage several brands of women's
footwear

Achilles has a wide range of comfortable

Competent and innovative company that
shoes with modern designs. All shoes are
develops and distributes fashion accessories
padded, they have great quality and
for strata 3 and 4 through our network of
comfort
stores nationwide, meeting customer
expectations for quality ratio
 It is considered a multi-brand store because it This company has more than 60 years in the
also markets its own brand together with other international market, 20 years in the Colombian
market and the brand has 33 exclusive stores in the
national or imported ones. They manage several
world, it is present in more than 90 countries
brands of women's footwear presenting a remarkable position in the market

These companies have had

almost all the power in the
market for many years, and
seeing that in recent years some
companies have decided to enter
their market segment, they have
opted for unfair competition in
which they pressure suppliers
not to sell to new companies,
and with respect to the customer
they only seek a price war
inancial Analysis Competition
Average Prices

8% Bosi
6% 13%
6% 9% Santorini
Vélez
Gasolina Extra
As can be seen in the graph, the 6% Republica
price range oscillates between Taxi
6% and 13% in reference to the Calzado Bucaramanga
Spring Step
products of are similar, 13%
6% Calzado Rómulo
Aquiles
Piccadilly
6% 8% Fiorenzi
7% 6%
6% Bata

The average price of Cinderella Shoes compared to its competition is 6% which

places it in a standard place
05. • Prices

• Costs

• Utility
Prices
Unite
IVA 19% Total
value

Heel $ 90.000 $ 17.100 $ 107.100

$ 150.000 $ 28.500 $ 178.500

ankle boots

Baletas $ 60.000 $ 11.400 $ 71.400

$ 38.000 $ 238.000
Booots $200.000
   Heel Ankle Boots Baletas Boots

Unite Cost Unite Cost Unite Cost

Materials Unite Cost

Leather $ 15.000 $ 23.000 $ 10.000 $ 37.000

cover $ 10.000 $ 18.000 $ 8.000 $ 25.000

Buckles $ 2.083 $ 6.000 $ 1.000 $ 6.000

Cost Template
Tacos
$ 2.500

$ 8.333
$ 5.000

$ 8.333
$ 1.500

$ 2.000
$ 8.000

$ 10.000

Clove $ 1.000 $ 1.000 $ 500 $ 1.000

Glue $ 2.000 $ 2.000 $ 500 $ 2.000

Packing Boxes $ 200 $ 500 $ 500 $ 1.000

Unit Total $ 41.116 $ 63.833 $ 24.000 $ 90.000

 Utility

Sale Value Cost Utility

45% 46%
Heel $ 90.000 $ 41.116 $ 48.884 Boots Heel
Ankle Boots $ 150.000 $ 63.833 $ 86.167

Baletas $ 60.000 $ 24.000 $ 36.000

Boots $ 200.000 $ 90.000 $ 110.000 40% 43%
Baletas Ankle
Here we can see our Boots
profit margin for
each product
manufactured
Utility Margin
06.
Sales and distribution model
 Definition of the applied sales or distribution system

Our company opts for the distribution model where it will be present in a significant number of establishments.
They will focus on areas that have been previously selected and on all the points of sale that they consider
important. With this strategy, we will be able to position ourselves as a more selective brand, with a presence in
higher-end establishments in exclusive markets. Through advertising campaigns we will generate buyers who
already enter the store asking directly about our brand, with the clear idea that they want to buy our product from
the competition
Distribution channel length

In Cinderella Shoes we will have

direct distribution channels, On
Line distribution channels with our
E-Commerce and indirect
distribution channel where we will
have direct contact with
wholesalers, the strategy that will
be managed will allow us to be on
all fronts of the market and will
give us the possibility of reaching
the largest number of clients of
the target audience
 Transport

For our deliveries in the city of Bogotá, we have our own

vehicles, which will allow us to avoid delays to bring the
products quickly and efficiently.

For purchases and orders that are made in other cities of

Colombia, the transport company will be hired for each case in
particular that has the logistics to carry the item as quickly as
possible, since in Cinderella Shoes, we understand the The
importance of delivering each product quickly, as this has a
positive or negative influence on the customer's perception of
the company.
Tracking elements of the sales and
distribution system

Inventory control Storage

Define inventory policies and Our warehouse; It comprises an area of ​350
models to ensure the square meters made up of a stack of boxes
on the ground
availability and reduction of
materials
1 2

Purchasing and handling

of materials
Purchases are made according to the
requirements of the shoe design style in
this sector
3 4 Order processing
We have a strict policy for order
processing, which will allow a clear
control and efficient management for
each delivery.
07.
Launch and Advertising Strategies
 Marketing Mix.
This is the most precise way to know the strategies and key points that establish the
client's profile and determine the client's tastes depending on their characteristics,
then the Marketing Mix proposal will be presented

1 2 3

Promotions and discounts Expectation campaign Giveaways

As an initial launch strategy, we will
have a policy of discounts and special
promotions, with this, we seek to
generate brand awareness and voice to
voice, with our public relations plan,
we can achieve that this information
can reach the largest number of public
possible
One month before the official
launch of the opening of our
stores, an expectation campaign
will begin to be created, which
will be managed from social
networks, television campaigns
(commercials), radio spots and
printed material
With this strategy it is intended to
achieve that with the purchase
invoice of the different products, on
the day of the launch of the store,
you have the right to participate in a
raffle, to win in this case, items from
the store or special benefits
 Integral Marketing
Communication
Advertising campaigns will be made using social
Launch networks, mobile advertising with the same web
page..
Advertising
Objetive
• Promote our services economically
• Let us know
 Comprehensive marketing
communication strategies
Social networks
Web Page
For our launch campaign, we will use paid https://cyndirellashoes.cms.webnode.es/
platforms for guidelines on social networks, such
as Facebook Busines, Google Ads and Google
Display, since currently, it is an accessible and
permanent means to disseminate information
about the product quickly and effectively to
customers. potentials browsing the web.

In addition to promoting and publicizing the

service, it also allows evaluating the level of
consumer satisfaction, in order to achieve
continuous improvement

FACEBOOK
 Rolling Advertising

Trolley fence
Through this mobile medium, it Gran
will be possible to broadcast the Lanzamiento
launch throughout the Bogotá area
and its surroundings, thus
achieving high impact, flexibility,
Vístanos en nuestras tiendas
and low-cost coverage; by means
of the information placed in the
mobile unit that provides the
service.
Printed material
Gran
Lanzamiento
Vístanos en nuestras tiendas Business cards Flyers - Billboards

With this material, remembrance will be

generated, the image of Cinderella Shoes will
be made visible.

Personnel will be hired to deliver the flyers and

business cards at strategic points in the city, as
well as advertising signs at various specific
sites (Transmilenio Stations-height billboards
etc.)
 Launch advertising budget
  Quantity Unite Value Total value
Radial Wedge 10 $ 100.000 $ 1.000.000
Tv guideline 10 $ 200.000 $ 2.000.000
posters 20 $ 20.000 $ 400.000
Frils 3000 $ 150 $ 450.000
Facebook
2 $ 200.000 $ 400.000
Business
Google Adds 2 $ 149.900 $ 299.800
Google Display 2 $ 100.000 $ 200.000
Fence
1 $ 198.000 $ 198.000
Transmilenio
Publicity fence 1 $ 500.000 $ 500.000

Total

$ 5.447.800
Our Store
Thanks!
Cinderella Shoes
Colombia