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 TABLE OF CONTENTS
1) EXECUTIVE SUMMARY
• OBJECTIVE
• MISION
• VISION
• OUR PRINCIPLES
2) INTRODUCTION
3) METHODOLOGY
4) COMPETITIVE STRATEGY
5) SWOT ANALYSIS OF HEATUP
6) MARKET SEGMENTATION
7) TARGET MARKET
8) POSITIONING
9) PRODUCT OFFERING
10) PRODUCT PRICING
11) COSTUMER COMMUNICATION
 TABLE OF CONTENTS
12) BRANDING PROCESS
• BRANDING STRATEGY
• BRANDING IDENTTY
• BRANDING TOOLS
• BRAND LAUNCH
13) PROMOTION STRATEGY
• ONLINE DIGITAL MARKETING
• SALES PROMOTION
• PUBLIC RELATION
14) PACKAGING PROCESS
• SPACE MANAGEMENT
• MEASUREMENT
• SELECTION
• PROTECTION
• SEAL
• LABELLING
15) DISTRIBUTION
16) VALUE STATEMENT
17) CONCLUSION
18) QUESTIONNAIRE
19) GRAPHICAL REPRESENTATION
20) REFERENCES
 EXECUTIVE SUMMARY
The marketing project was successfully completed keeping in mind the various operations of
Heatup- The optimum shoe gadget in mind. It basically focuses on the target audience for
the product range and at the end suggests a host of marketing strategies and myriad
activities which will help to achieve its target.

The report gives a brief overview of the product category being dealt with premium quality of
manual and automatic shoes. It also focuses on The company’s position in the market and
various activities related to it.

Objective:
• Main aim is to increase clients by 12% every year by giving best customer
service.
• To develop start-up business, surviving of its own cash flow. 
Mission:
 
The company mission is to attract more and more customers and to maintain the existing
ones. Our service tries to meet the needs and expectations of our customers. Moreover,
generating results with sustainability. Constant innovation drives us to be one of the most
required and famous Shoe Industry in a best possible way.

Vision:

 Heatup has a great vision and focus on protecting the environment, the main aim is to be
productive and rise to a position amongst one of the leading Brands in India. We strive for a
global success to provide market with reliable solutions and new features. It further has set
goals to improve the shoe care services and products that can further increase the quality life
of the people.

Our principles:

•  We are customer oriented and customer focused.

• We have an expert team and believe in regular innovation.
• We work as “WE” not “I”.
• Customer feedback and satisfaction is very important to us.
• We follow the ethical code of conduct.
 INTRODUCTION
Heatup has been recently established in India. The company focuses on providing latest
trends and innovative features to its customers. Looking at the harsh weather conditions
in India the company came up with the idea to invent smart tech based shoes for the
people. The temperature variations specifically in hill stations is at large. Keeping in mind
the target market the price of the shoes has been kept minimal for a regular pair of smart
shoes. Once the brand and customer loyalty is established the company can successfully
target other regions of India in future. The material used in the manufacture of the shoes
has been chosen after a detailed research. The company promotes customer safety and
take relative steps to save the environment hence maintaining a balance between
business responsibility and social responsibility. The tagline “The Optimum shoe gadget’’
explains that our product is unique and is has all the attributes and benefits of a smart
gadget. The competitive strategic plan focuses in differentiation to establish and maintain
the name and goodwill in the upcoming years. The future aim is to grow more and more
in the market and to expand their business internationally .
METHODOLOGY :
 Heatup team has used the quantitative method of data collection. Questionnaire was used
to conduct the market research and to analyze and record the difference in behavior and
tastes of the consumers. Various sources of secondary data were also included to gather
the information about the current trends in the market.
COMPETITIVE STRATEGY
To
To gain
gain aa successful
successful competitive
competitive advantage
advantage over
over the
the competitors
competitors Heat
Heat UpUp has
has undergone
undergone aa complete
complete
analysis
analysis of
of the
the customer
customer wants
wants and
and preferences
preferences along
along with
with aa detailed
detailed study
study about
about the
the competitors
competitors in in
the
the market.
market. Following
Following the
the approach
approach ofof Differentiation
Differentiation inin Leadership
Leadership wewe have
have successfully
successfully invented
invented
High
High ankle
ankle shoes
shoes that
that come
come along
along with
with automatic
automatic temperature
temperature adjustment.
adjustment. Keeping
Keeping in in mind
mind the
the
harsh
harsh winters
winters ofof some
some particular
particular regions
regions of
of India
India such
such as
as Srinagar,
Srinagar, Shimla,
Shimla, Jammu
Jammu etc.,
etc., this
this product
product
can
can satisfy
satisfy our
our customers
customers need
need at
at the
the same
same time
time can
can directly
directly boost
boost our
our market
market share.
share.
The
The company
company conducted
conducted aa PESTEL
PESTEL analysis
analysis before
before formulating
formulating thethe competitive
competitive strategy.
strategy. The
The study
study
about
about these
these political
political and
and legal
legal factors
factors improved
improved the the knowledge
knowledge aboutabout the
the product
product material
material that
that was
was
permitted
permitted by
by the
the government
government and and the
the laws
laws that
that were
were toto be
be strictly
strictly followed.
followed. Secondly,
Secondly, economic
economic
aspect
aspect aided
aided to
to visualize
visualize the
the changes
changes in in economy
economy and and significant
significant rates.
rates. ItIt was
was essential
essential toto gather
gather
data
data from
from social
social scenario
scenario regarding
regarding the the society
society andand their
their requirements.
requirements. Technological
Technological factors
factors
extremely
extremely helped
helped to to realize
realize the
the significant
significant areas
areas to
to improve
improve thethe customer
customer service
service experience.
experience. Apart
Apart
from
from these,
these, any
any significant
significant changes
changes in in the
the environment
environment couldcould directly
directly affect
affect the
the business
business strategy
strategy in
in
future.
future. These
These changes
changes areare unpredictable
unpredictable and and aa company
company shouldshould have
have aa contingency
contingency plan plan to
to
overcome
overcome the
the situations.
situations.
Heatup
Heatup designed
designed aa sustainable
sustainable strategy
strategy that
that can
can help
help gain
gain customer
customer trust
trust and
and loyalty.
loyalty. The
The shoes
shoes are
are
light
light in
in weight
weight andand super
super comfortable
comfortable to to wear
wear even
even for
for long
long hours.
hours. The
The price
price of
of the
the shoe
shoe isis
strategically
strategically designed
designed keeping
keeping in
in mind
mind the
the purchasing
purchasing power
power ofof the
the consumers.
consumers. Differentiation
Differentiation
strategy
strategy will
will assist
assist in
in making
making larger
larger sales
sales and
and increased
increased profits
profits as
as compared
compared to to our
our competitors.
competitors.
To
To Conclude,
Conclude, Heatup
Heatup claims
claims to
to have
have unique
unique characteristics
characteristics and
and greater
greater programs
programs for
for the
the customers
customers
that
that can
can gain
gain competitive
competitive advantage
advantage over
over other
other business
business competitors.
competitors.
 SWOT ANALYSIS
Strengths Weakness

• Innovative shoe design and modern features • The company is a beginner

• Technology incorporated smart • Segmented market sales

• Strong promotional strategy • Unaware of the customer response

Opportunities Threats

• The market can be further expanded globally • Changes in the economy (recessions or

over other regions. other fluctuations)

• Opportunity to develop walk-in stores for our • Threat from strong competitors.

customers.  
 MARKET SEGMENTATION
 Heatup is primarily focused on segmenting the market on the basis of Demographic factors. Keeping
age, the foremost element of segmentation the shoes are designed for each age group i.e. children, adults
and old age.

TARGET MARKET:
The target market are the people living in extreme cold temperatures all over India which includes
various cities such as Srinagar, Leh Ladakh, Shimla, Mussoorie, Manali etc. The main reason for
choosing this target market is the fluctuations of weather which makes it difficult for the people to walk
on the snow-covered surfaces during winters. We have used multi-segmenting targeting strategy to treat
each area according to their respective needs for greater satisfaction.
POSITIONING:
Heatup Position themselves in the market by providing an active lifestyle with comfort all day long with
variety of benefits like its uniqueness of providing heated insole with rechargeable batteries that help the
brand to stand out from rest of the brands.

PRODUCT OFFERING:
Heatup believes in providing quality-based products to our valuable customers. Our objective is to make the
deliveries without any delay and customer resentment. Our staff members are cooperative to handle all the
queries or problems of customers related to our product. The customers are offered full support for the
repairs post their purchase. Significant innovations are made keeping in mind all these factors.
• Our major focus was to launch high ankle and light weight shoes with built in temperature adjustment
feature to provide ultimate comfort.
• Secondly, these shoes are water and mud resistant and the waterproof membrane protects the shoes against
any form of moisture.
• Automatic temperature adjustment is also been offered with the manual button to monitor and control the
temperature regardless of outside weather conditions. While the pocket friendly remote comes along with
benefit to control the heat at the push of a button choosing from high, medium to no heat.
• Another added feature is that these shoes are anti-slip which are basically designed to prevent accidents
against slippery surfaces. The shoes are Reflective which means they are soft, water repellent, attractive,
durable and safe.
• An insole of the invention includes a rechargeable battery which can last up to 6 hours of continuous use.
Lastly, they can also be trimmed for an exact fit to your shoe size
 Product Pricing
Pricing of a product is referred as one of the toughest decision which is required to be taken
While launching a product in the market. There are a number of strategies which have been
formulated by various learners but basis the nature and the targeted market for my product,
We have taken into consideration two most important strategies for pricing namely:
1. Cost plus pricing
2. Competitive pricing
 Keeping in view the rationale behind the cost-plus pricing, the cost structure for the product
has been built on the basis of materials and technology involved. The cost of the targeted
product has been derived to ₹8000. Taking into consideration the competition and the demand
of same in the market, it has been decided to keep a profit of 20% above the cost price to
arrive at selling price. Consequently, the selling price has been set at ₹9600. Some of the high
in quality articles have a selling price of ₹15000 also.
 
The selling price of the product has been decided upon keeping in mind the purchasing power
of the consumers, necessity of the introduction of such product in the market, increasing
market penetration at the introduction stage of the product so that the consumer base is built
while the product reaches the development stage and the competitors in the market.
Material – ₹ 5000
(Upper parts, hardware, foam, electronic parts, logo printing laces, waterproofing etc)
labour – ₹ 970
(Expenses labour, overhead)
Tooling – ₹ 1200
(Tooling amortization)
Packing - ₹530
(Shoe box, hang tags, Stuffed paper)
Delivery - ₹300
(Inland trucking, taxes)
Total Cost - ₹8000
Profit - ₹1600
Selling Price- ₹9600
 COSTUMER COMMUNICATIONS
 
HEATUP lay out a ‘‘road map’’ for speeding up the communication with its
customers. Not only in the introductory stage, Heatup has made strategic plans to
deliver post-sale communications as well. Boosting customer loyalty by providing
quality service is the company’s utmost priority.
 COSTUMER COMMUNICATIONS

The communication strategies used by HEATUP are as follows:

 Open-dialogue through digital marketing – This approach is usually for customers aging
between 18 between 45, who are more active on social media. It will allow them to have end
to-end discussions related to the product issues and services. They can provide the necessary
feedback and can also mention their recommendations. Customers can reach us through our
Facebook and Instagram Accounts. The company’s official website (www.heat8up.com) and
blogs are regularly updated for the customers to escalate the conversation.

 Face-to-face communication through personal selling– This informative communication

tool is used to inform, induce and attract consumers. The company plans to organize contests
and public meetings in its target market. This strategy focuses on relationship selling. The
company’s marketing team has appointed expertise staff especially for this purpose. These
experts are finding out innovative and creative ways to interact and build strong relations with
the customers.
 COSTUMER COMMUNICATIONS
 Integrated Marketing Communication (IMC) - IMC approach is used by
integrating various tools of promotional mix (Online Marketing, Sales Promotion,
Public Relation) to increase customer awareness.

 Database – Customer relationship management is attained by keeping a record

of the entire selling process and deliveries with constant feedback of the
customers. We use database collecting software to track the customer
purchase decisions keeping in mind the privacy policy.
 BRANDING PROCESS
 Branding strategy
After detailed analysis of the business strategy, review of the target audience and competitors,
the company came up with Manufacturer based branding strategy in which the name is selected
by the producing unit itself so that the company can build brand loyalty, differentiation and in
future can make additions to the products under the same Brand name.
 Branding identity
A distinctive brand identity is created by including various variables that influences the buyers.

Selection of the Brand name:

After taking into consideration the harsh winters of specific regions of India the company
proposed this name that could directly influence and grab the attention of the people.
Choosing the effective Tagline- “THE OPTIMUM SHOE GADGET”
The Tagline conveys the direct message that product is more of a gadget than a regular pair of
shoes because; it can adjust itself according to the temperature and has all the features that are
required to walk comfortably.
 Designing logo:
The company designed its own logo to retain its own identity to makes their products unique from
its competitors.
 BRANDING PROCESS
 Branding Tools:
According to the brand strategy the company came up with various brand tools for promotion,
visibility and competence which include the website, industry newsletter, industry conference
and blogs.

 Brand Launch:
INTERNAL BRAND LAUNCH – Before introducing the brand name to the outside world a
strategic introductory program is created for the insiders so that they get the vision of what
actually the brand is and what it is going to serve to the audience.
EXTERNAL BRAND LAUNCH – The approach to be used for launching the brand to the
outside world involves a big reveal with the huge involvement of press and media.

 Brand Identity:
This is the most important phase in which the company will use digitalized and traditional
methods to increase the visibility of brand over a long period of time as, the final success
depends upon market value of a brand.
 PROMOTION STRATEGY
A great promotion strategy is important to develop the business and to attract the target
customers. These promotional tools will be used increase the brand awareness.

Online digital Marketing:

 Social Media promotion- The target market for Heatup are the extreme
temperature areas of India because of the main temperature adjusting feature of the shoes.
Heatup team will have high presence on the social media platforms. Through online digital
marketing customers will be constantly updated about the upcoming trends and innovations. For
the promotion of shoes, company will consistently post and tag the customers and keep them
engaged with great content and conversations. The company will also use Facebook video ad to
provide detailed analysis of how the manual touch remote control works to change the
temperature adjustments of the shoes for the pleasant experience of the customers.
 Content Marketing and website- Heatup will include blog and video content
marketing to Communicate with the target audience and grab their attention. The company will
have a blog called “For your soft steps” that will be regularly updated to make the customers
familiar with new attributes and schemes. Heatup will have its own official website called
‘www.heat8up.com’ that will be accessible to all the customers and they can directly place their
orders. The website also provides the platform for the people to share their considerable
feedback that will help the company to grow.
  
PROMOTION STRATEGY
 Sales promotion:
Heatup will provide 50% discount to its first 30 customers that will stimulate customer buying
and dealer effectiveness and during the seasonal time the target audience will be provided
with ‘coupons’ for their next purchase. Online contests on various social media platforms will
be conducted and the lucky winners will get discount on their customized product. Our
Company provides refund policy to enhance the brand loyalty among the customers and
product has an express warranty that the products will be free from any kind defects under
normal circumstances for a period of whole one year starting from the date of purchasing the
shoes.

 Public relation:
The PR team of Heatup works very hard to come up with the best strategies to achieve the
objectives of the marketing team and they formulate the strategies keeping in mind the taste
and characteristics of the target customers. After understanding the public, the PR team
executes a program of action to create resonance among the customers by organizing good
public events and staying connected with the media.
 PACKAGING PROCESS
 Space Management:
Initially the company made special packaging space in the distribution center where all the
required packaging material is placed so that work can be done efficiently plus along with this,
storage area is also maintained for proper storage of large quantity of stock.
 Measurement:
Before designing a perfect shoe box all the appropriate measurements of the shoes are taken
into consideration and the box is designed according to the size of shoes by adding extra 2
inches to each width, height and length. This is done to create some extra space for covering
the shoes and padding the box which will protect them during transit.
 Selection:

A brown colored recyclable box is selected and designed for attractive packaging on which the
name, logo and tagline of the company are mentioned so that buyers get a fair bit of idea
what actually the product is and the company is taking into account the environmental factors
before designing and presenting anything in the market.
 PACKAGING PROCESS
 Protection:
For the complete protection of the product during transit bubble wrap system is adopted in which
the shoes and remote are carefully packed so that the items are well protected until the final
consumer buys it also, the shoes are stuffed with plain paper so that the shape remains
unaffected.
 Seal:
After taking all corrective measures for protection the box is made with a locking feature and
some packaging tapes are also used so that during shipment the packaging remains unaffected.
 Labelling:
This is the important step in the packaging of shoes as; labeling will help the customers know
about the specification of the shoes.
BRAND LABELLING:
Under this all the brand related information is provided so that people can identify the likely
brand from the top most packaging and it also helps to attract the customers
DESCRIPTIVE LABELLING:
Under this all the specifications of the product are mentioned i.e. Article number, size, net
weight, composition and performance of both the shoe and remote.
GRADE LABELLING:
Warnings– Keep remote away from water and use only remote system is to adjust the
temperature according the need.
 DISTRIBUTION
The distribution strategy of Heatup is not in the favor of intermediaries and middlemen. We
rely upon the direct distribution channels for escalating profit margins and to provide quick
service (24/7) for the Canadian market. The channels used are:-

 Telemarketing sales:
The company delivers products through courier service and the interested customers can
order the shoes through email or telephone. We display informative advertisements to make
the customers cognizant about the details and specifications of the product without making
much effort. The company’s email id and contact number are specified in the advertisements
itself.

 E-selling:
Heatup does not possess retail stores because digitalization is the supreme key to reach
the masses. Customers can reach us through the official website (www.heat8up.com) and
the goods are shipped to them via post or courier. The idea behind this is to build trust and
brand loyalty by directly communicating with the customers.
 VALUE
STATEMENT
 We strive for excellence and hold up to our values and beliefs.
 We respect our customer’s safety and comfort and appreciate their proven
feedbacks.
 We make timely efforts to improve our relationship with the customers and
our employees.
 We address every single opinion and stand for equality and justice.
 Our commitment and dedication help us to redefine the latest trends for the
people.
 We value diversity and encourage close collaboration with people.

Heat Up believes in making regular innovations while keeping in mind the needs of the people.

We respect the laws and policies of the government and refrain ourselves from all the unjust

activities. We try to make our customer relationships better every single day. We work according

to our goals and high standards to achieve maximum customer loyalty.

 
 CONCLUSION

Heatup is the finest example of digitalization with ease. We offer variety in

a single product for procuring the interests of the people. The optimum use
of marketing mix would allow the company to earn profitability, brand
loyalty and competitive advantage.

To sum up, ‘Dream the feel of satisfaction with Heatup.’

 QUESTIONNAIRE
Name: _______________________

Gender: M F

Q1. What do you consider the most while buying a pair of shoes?

a) Comfort c) Quality

b) Brand d) Price

 Q2. Would you consider buying shoes with technological innovation?

a) Yes b) No
 
Q3. What is the amount that you would spend for buying a branded pair of shoes?

a) Less than ₹100 c) ₹200- ₹400

 
b) ₹100- ₹200 d) ₹400 and more
 
Q4. Which feature would you prefer more in your shoes?

a) Automatic temperature b) Manual temperature

adjustment adjustment

c) Automatic temperature adjustment with manual remote or button

 
Q5. What is your preferred mode of purchasing shoes?
a) Physical mode through stores
 
b) Online mode
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