M e et th e Team
Oken Silva
Sulochana Bandara
Irshad Samman
Fathima Shahana
Kulani Vitharanage
Nilanga Priyashantha
Krishan Rodrigo
Fahim Iqbal
SCE NARIO
Changes in
shopping patterns
Rising trend of
healthy lifestyle
DESCRI PTION
BEST CASE
WORST CASE
Moving towards ecommerce platform
One time investment for Virtual stores
will reduce recurring expenses of
physical infrastructure, which in turn
provides a long-term yield.
Clients who are used to naked eye visibility,
touch and feel may not migrate to virtual
store shopping. This takes a longer time
period to transition/adapt.
Change in trends may
increase market share
and revenue
The company will be able to create
strategic business partnerships with
Gym, Yoga, Aerobics, Outbound training,
other health and therapy related services
rendered to promote the new product.
Customers are not willing to buy local
brands at a higher price as there are
competitive and attractive international
brands in the market.
Increase of customer perception towards
superior quality of DSI through
innovation & lean management.
Change in technology is a higher
investment and larger borrowing which
results in higher gearing ratio and a burden
to the company's financial stability in the
short and medium term.
Utilizing modern
technology and
Production
automation
Increase in innovation,
Efficiency and effective
production
High demand for
sustainable
products
Having a competitive
advantage (FSC certified
rubber based products)
Increased brand visibility through
certifications
The higher cost base will disturb the price
adjustment hence consumers might turn
towards less sustainable product
alternatives.
Trade mark, Patent
and copyright
infrigement policies
Security of brand image
and possibile infringment
risks
Having exclusive rights to secure brand
image
The process can take a longer LT and
meantime product can be infringed or
commercially non-viable
NIKE
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O
NA
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E
D
PUMA
FO
RT
ND
OUR NEW PRODUCT
ES
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AR
EN
EN
DA
T
AW
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OM
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QU
AL
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Strategic Canvas
6
5
4
3
2
1
0
ADIDAS
Q4 - FY 2021
Phase
1
2
3
4
Workflow
Pre - Launch Marketing
100 Hoardings located in Colombo, Galle & Kandy
Flash Mobs at One Galle Face, CCC & KCC Malls
Feature Specific Content on Facebook & Instagram
Stride Launch
Launch Stride Brand Film on Digital & TV
Stride Official Website
Ecommerce Sites
Stride Brand Outlets
Facebook & Instagram Shop
Post - Launch Marketing
Introduce Wanindu Hasaranga as Brand Ambassador
Facebook, Instagram & YouTube Brand Content
YouTube Content Creators Review Videos
Striders Sales Representatives
Partnerships with Social Media Influencers
Continuous
Programmatic Advertising
SEO with Keyword Analysis & Landing Page
Optimization
Selected Mercantile & National Sporting Event
Sponsorships
Start
date
End
Date
Jan-22
Feb-22
Feb-22
Apr-22
Apr-22
Apr-22
Apr-22
Apr-22
Jun-22
Apr-22
Apr-22
Jun-22
Jun-22
Sep-22
Sep-22
Sep-22
Apr-22 May-22
Apr-22 Sep-22
Jul-22 Nov-22
Apr-22 Jun-22
Jul-22 Nov-22
May-22
TBC
May-22
TBC
Oct-22
TBC
Q1 - FY 2022
Q2 - FY 2022
Q3 - FY 2022
Q4 - FY 2022
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR
Total Budget(Rs. Mn)
CAPEX
75
Marketing
200
R &D 5
Working
Capital
300
Marketing Budget
Allocation
Pre - Launch Marketing
‘STRIDE’ Launch
Post - Launch Marketing
Continuous
Total
Expected
Revenue
From
‘STRIDE’
Showroom &
Dealers
E commerce
Year
Qty
Rs (Mn)
Qty
Rs (Mn)
Qty
Rs (Mn)
Rs (Mn)
2022
45,500
546
19,500
234
65,000
780
78
2023
68,250
819
29,250
351
97,500
1,170
117
2024
102,375
1,229
43,875
527
146,250
1,755
176
Total Revenue
Net
Profit
Rs (Mn)
20
125
35
20
200
ROI in 2022
Pay Back Period
13%
2 Years & 6 Months
Phase
1
Workflow
Pre - Launch Marketing
100 Hoardings located in Colombo,Galle & Kandy
Flash Mobs at One Galle Face, CCC & KCC Malls
Feature Specific Content on Facebook & Instagram
Q4 - FY 2021
JAN
FEB
MAR
Q1 - FY 2022
APR
MAY
Q2 - FY 2022
JUN
JUL
AUG
SEP
Q3 - FY 2022
OCT NOV
Budget
Allocatio
MAR
n(Mn)
Q4 - FY 2022
DEC
JAN
FEB
10
9
1
10 Mn
9 Mn
1 Mn
Stride Launch
Launch Stride Brand Film on Digital & TV
2
Stride Official Website
Ecommerce Sites
2 Mn
Stride Brand Outlets
20 Mn
1 Mn
Facebook & Instagram Shop
Post - Launch Marketing
Introduce Wanindu Hasaranga as Brand Ambassador
3
100
2
2
20
1
100 Mn
2 Mn
10
3
5
9
10 Mn
Facebook, Instagram & YouTube Brand Content
3 Mn
YouTube Content Creators Review Videos
5 Mn
Striders Sales Representatives
9 Mn
Partnerships with Social Media Influencers
7.5 Mn
8
Continuous
4
Programmatic Advertising
2 Mn
2 Mn
SEO with Keyword Analysis & Landing Page Optimization
Selected Mercantile & National Sporting Event Sponsorships
16 Mn
Total
Digital Marketing
76%
2
2
16
200