Launching and Brand Building Plan for Inc. 5 as

a Local Partner (Legacy Footwear)

A Presentation by Legacy FootwearCOURSE: MKT-202INSTRUCTOR: SHERINA IDRISH26/04/2013

GROUP MEMBERS: MOHAMMAD MOINUL HASSANMASHRUF ALAM ANIMSAHARIAR ABSARAHMED TOWSIF

Introduction “Shoes are a mirror of what you want, what you are or what

you’re missing. -Christian Louboutin”

Footwear are now like parts of our body that we cannot afford a day without.

In the recent years, footwear business has progressed a lot due to the excellent products of some companies. One of them is Inc. 5 , a company from India.

• Inc. 5 wants to open stores in Dhaka & Chittagong city of Bangladesh.

• Legacy Footwear will be their local partner.

• We will develop the marketing plan for the operation covering the P’s

• The presentation is all about that.

Company Overview• Inc. 5 is an Indian footwear company.• Original company – Regal Shoes(1954)• Became Inc. 5 in 1999.• Currently has 32 single brand shops &

225 outlets

Target Market

GeographicArea : Dhaka & Chittagong CitizenClimate : All seasons

DemographicAge: 8 to 40 yearsOccupation: Anyone Religion : Everyone

PsychographicSocial class : Middle & Higher class mainlyPersonality: Stylish & Aristocratic

Geographic, Demographic & Psychographic Target Market are as following:

Marketing ObjectiveMarketing objective defines what the company want to accomplish our marketing objective. We can use SMART objective:

The objective specifically states that we would like to increase its market share instead of something general like be more profitable. We can increase our market share to 4% and before setting the objective we should have assessed capability and marketing environment to ensure the objective is achievable, we setting a 12 month decline for the objective company should have reviewed its resources, employees, competitors and current market share to ensure that an increase in market share to 4% in 12 months is realistic. Time bound is achieved by the objective a 12 month timescale.

Brand Positioning

Positioning is designing company’s offerings and image in such a way that occupies a distinctive place in the minds of the target customers.

3 levels of Positioning: A. Positioning by Product AttributesB. Positioning by Product BenefitsC. Positioning by creating Values and Beliefs

We will apply Positioning by Product Attributes and benefits. Inc.5 is manufacturing quality shoes. Inc. 5’s footwear has always been elegant, superior quality, well designed and excellence of workmanship. The design is shaped for the comfort of the foot. Every product that is made from the factory is checked and re-checked by experts to ensure proper quality.

Brand PositioningSome of the other promoting statements are :• These shoes can take weight• Lasts long• Capable of surviving in rough condition etc.

We will use these attributes to promote our brand positioning. We will focus our promotions on these basis.

Store Locations

We want to open total 5 stores. 3 on Dhaka, 2 on Chittagong.• On Dhaka we want to open stores at Elephant Road, Mirpur and Uttara.• On Chittagong we want to open stores at Agrabad and GEC Circle.

These are the central zone of Dhaka & Chittagong. These places are too good to shopping. So, we want to open stores these place,

ProductsProduct mix: A set of Products that a seller wants to offer/offering.

Product Mix Width are:• Gents Shoes• Ladies Sandal• Kids Footwear• Regular Sandals

We will use the products stated above for our campaign. Men, Women and Kids footwear will be given best priority. If we gain success in those products then we will launch other leather accessories. We will give free samples and take survey of people choice at the same time. Products will be modified on the basis of the feedback. Product line pricing of Inc. 5 wills regular sandals, business class and economic class. According to classes prices will be different.

Promotion Campaign using IMC Tools• Advertisement•  • Print•  Newspaper: Press releases about Inc. 5 developing products designed to the individual’s taste.

Publish advertisement through different newspaper to attract people. All advertisements will include website and stores address.

• Magazines Full color creative advertisements with graphics that drive viewers to Inc. 5 and it’s website.

•  •  Broadcast•  • Television Broadcast attractive advertise different TV channel to attract general people. Sponsor

popular TV program. Publish advertisement beside new ticker. • Radio Air Advertise through various Radio station in Bangladesh. Sponsor popular program on

Radio. • To launch a promotion Campaign Inc . 5 also use different IMC (Integrated Marketing

Communication) tools.

Promotion Campaign using IMC Tools Public Relations: This is one of the areas where Inc. 5 can communicate remarkably well as a brand. Every new store of Inc 5 we can do extensive PR campaign before and after the

launch. The Buzz about any new store coming up in the locality will be created through newspaper, Facebook etc.

Sales Promotion: Like any other retail brand in the business Inc. 5 can hold sales promotion as specific

time period in the year. These sales promotions will be advertised through the website, Facebook page and other conventional media like print ads.

Online Marketing: Though online shopping is not as popular in Bangladesh, Legacy Footwear will use a

new business model of buying shoes and other accessories online from the website / FB page as a part of their new product strategy .

Direct marketing:•  

• Direct mail: we will use direct mail campaigns to all postal customers in an area or to all customers on a marketing list.

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• Telemarketing: Telemarketing involves contacting potential customers over the phone to sell products or services. Telemarketing is capable of generating new customer prospects in large volumes, that’s why we will use Telemarketing.

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• Email marketing: Email marketing is a simple, cost-effective and measurable way of reaching our customers. It can include e-newsletters, promotional emails to generate new leads or offers for existing customers, or ads that can appear in other business's e mails. Though use of Email is less in Bangladesh , we will use Email marketing.

•  • Text (SMS) marketing: Text messaging allows businesses to reach individual customers and

send messages to large groups of people at a low cost. We could use short message service (SMS) messaging to send customers sales alerts.

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Pricing:    To clearly define the competitive landscape we will go for market analysis at the beginning stages of launching our brand. This competitive analysis will help to determine the corresponding balance of

style, price, and quality that enables the brand to most effectively capitalize on the opportunity.

For setting the pricing strategy of our products we will focus on that type of pricing strategy that must reflect a value proposition relative to where the competition is positioned. The rationale is that the overall product landscape establishes the data points that a customer will evaluate the product relative to what the customer sees as comparable goods. In consumer-fashion there are general pricing bands that establish certain boundaries for potential pricing. For example, one of a shoe pairs of Apex is say TK.800 so we will set the price of our shoe which is nearly similar with that of Apex in quality and styles will be not more than TK.800. Pricing the product outside of this range will immediately draw a red flag in the eyes of the consumer. So pricing is heavily dependent on consumer expectations. Initially we will try to keep our price below our competitors but we will maintain the quality much.

Distribution ChannelDownstream:We will sell footwear's in our own stores. So, we won’t use any downstream channels. We are not going to do the mass distribution as we going to sell luxury product . We will open stores in Elephant Road, Uttara, Mirpur, GEC Circle and Agrabad. Our outlets will be in Jamuna Future Park, Bashundhara City and in Sanmar Ocean City.

Upstream:We are a local partner we going to import the product from Inc.5 which is the main manufacture company located in India by fishy back and we are going to use the JTC(just in time).we are also import via ships and then transport using trucks, trains and cargo.

Physical Evidence Store’s physical evidence will be like stated below:- Attractive front entrance Posters TV, showing amazing videos Air-conditioned environment

Type of people we want to hire : Well-behaved Well-trained Good-looking Smart

Services to be Offered in the Stores:

The store will provide the following services We will be treated customers

individually We provide multiple cash

counters . Well monitored and secured

environment Trained salesmen 10.00 am to 9 pm phone service Well-mirrored store for

convenient trials etc.

ConclusionDifferent marketing tactics will be taken for brand

building of Inc. 5. Unique procedures will also be taken for the launching of the company.

Decisions and plannings will be taken and changed properly with the feedback gained.

With all this effort, Legacy Footwear hopes to successfully establish Inc. 5 in Bangladesh functioning as the local partner.

Thank you for your attention and patience!