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A shoe for every foot

Shashank Vashist
160103124
Company Structure
Karl Mansfield
Director- Sales and
Marketing

Vidisha Nath
Human Resource head

Sales Department Advertising Department

Rajan Rai Delhi Store Manager


Bengaluru Store Manager
Mumbai Store Manager

Tanya Guha
Sales Consultant Sales Consultant
Sales Consultant
Market Analysis
Shoes in two categories:
Sports & Non Sports
Only 20% people in for Sports shoes
80% had very little involvement in sports related shoes
Basic need of most people is of walking from one place to another, thus a
need for a shoe that can provide cushioning as well as stability to feet.
Focused on more visually appealing product rather than the benefits it
provided
Potential Targets:
Fitness clubs
Jogging parks
Sports clubs
Sales Strategy
Feedback from visitors of the store was Product:
more valuable than research at Teffer Sum of many engineering skills & technological inputs
Designed for stability, cushioning, right kind of protection
Watching sales team gave fresh for the foot
insights into sales training

Link benefits to the consumers needs or


his usage situation Product Line:
Walking shoes, tennis shoes & basketball shoes
Sell the shoes not for visual appeal but
for the value got from the them

Let the customer experience the shoe &


know how it is different from any other
Strategy:
shoe Need identification: People worked for longer hours leading to
people being more receptive to fitness habits in their daily life
Build network with sports clubs & gyms Strategy: Leave core sports segment & address 80% of the non-
sports shoe buyers

Reach the people & talk to them about


walking, lure, invite & educate them

Talk to people about their feet,


attitude of walking & value of walking

Explain the need for appropriate


footwear to people
Customer segments
Two segements
Adult:
Less likely to take up sport activity
Need to develop awareness regarding physical fitness by promoting jogging , aerobics etc.

Children:
Pressure to perform and excel , not a fun activity anymore
Need to cater to schools to increase awareness about the benefits of Tefer products.

Environment Analysis
Changes in social and environmental favour the fitness industry
Long working hours and sedentary lifestyle generate a need for some physical
activity
Tefer can benefit in this environment by promoting their value proposition.
The need for training

Train the teams to know the benefit they might get from products
Train them so they can gauge the benefits themselves
Training in a sport would help them understand the activity by personal
experience
Empathy generation by personal experience, and link the needs of consumer
to the value offered by the product
The training teams to be a cross functional mix from sales team, agency,
manufacturing and Key vendors of Teffer, to help knowledge transfer.
Training program

Stage 1: Develop Physical strength 1 Week


Stage 2: 1 hour sessions per day for 1 month
Sports coach or Gym instructor to teach them about the different games and enable
them to play well
This would enable them to have a in-depth knowledge about the product.
Use other products as well to know the comparison and give valuable feedback for
further R&D
Stage 3: playing at local clubs and events to gain personal experience and also to
create buzz by acting as buzz agents.
This would be done in two phases:
Tennis: 10 Days
Basketball : 10 Days
Training program

Indepth Knowledge about the


Tennis Basketball
game
Content: Develop physical
Practice jogging, aerobics Playing at local clubs Playing at local clubs
Know the games strength
Learn & Play Tennis and Partcipate in game
Partcipate in game events
Basketball events
Period 1 week 4-5 Weeks 10 Days 10 Days
L&D Program
Method Gym Training Sports instructor Field training Field training

Josh Kaufmans 4 steps to learning a skill:


1. Deconstruct the skill: Breakdown the part and find the most important thing
to practice first
2. Self Correct: Use reference material
3. Remove barriers to learning: Remove anything that distracts you, keep
focused
4. Practice at least 20 Hrs:
Results:

Will increase the cost (2.8 million Rs)


Expected conversion to be 5%
Revenue generated can not be compared as of now
The people involved in the activity would have reduced productivity
Chances of loss in sales revenue: opportunity cost.