Advertising Campaign On Khadim’s Footwear In Ranchi Go Ahead With Green….
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Advertising Campaign OnKhadim’s Footwear In Ranchi
Go Ahead With Green….
OVERVIEW OF INDIAN FOOTWEAR INDUSTRY
Core strength of the Indian footwear industry2nd largest global producer footwear after China. The ability to cater them with the latest designs, trends Address the season's requirement.
Originates from its command on reliable supply of resources ,large installed capacities of production, large human capital, skilled manpower, low cost labor
Main markets for Indian leather shoes are UK and USA Go Ahead With Green….
Contd… Footwear is expected to comprise about 60% of the
total leather exports by 2011 from over 38% in 2006-07.
The Indian footwear market is dominated by Men's footwear market that accounts for nearly 58% of the total Indian footwear retail market.
India's share in global leather footwear imports is around 1.4%.
Experiencing a changing consumer preference for casual and younger style due to media penetration, increasing awareness about international trends and lifestyle.
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BRIEF HISTORY OF KHADIM’S
Founder- Mr.Satya Prasad Roy Burman turned his small shop at Chitpur,West Bengal into a major brand.”Khadim’s”3rd largest footwear retailer in India in terms of
organized footwear retailing.Provides men,women,kids footwear.variety of footwear including ladies, gents &
children slippers and sandals, school shoes, sport shoes, hawai chappals and belly shoes.
Subrands-Pro,Pedro,Schooldays(kids),softtouch(women), Turk,Pro,Lazard(men)
The price range varies between Rs.200- Rs. 2000
Other Business Division-”Khadim’s Khazana,Khadim’s Sona Khazana”
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VARIOUS SUB BRANDS
KIDS - Pro,Pedro,Schooldays
WOMAN-softtouch
MEN -Turk,Pro,Lazard
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PRODUCT REVIEW
Affordable price, one stop shop convenience.
footwear for every age group, all segments
Khadim’s hits the high spots on merchandise, pricing, distribution
Cater to the diverse demands of their customers
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SITUATIONAL ANALYSIS
Competitors Shree Leathers Bata India Ltd USP of all 3 brands Khadim’s : Eco friendlyBata : Durability of the product Shree Leathers: Product at cheaper price.
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SURVEY DONE FOR KHADIM’S ADVERTISING
CAMPAIGN• We have done this survey near different Khadim’s
outlets.• Questionnaire for the survey:• 1.Which brand offer its products at reasonable
price?• 2.Which brand offer durable products?• 3.Which brand provides variety of designs?• 4.Which brand use good quality of leather?• 5.Which brand provides variety of colours? • • Sample size - 50 customers surveyed
FINDINGSPrimary data - Through customer survey
FACTORS BATA SHREE LEATHERS
KHADIM’S
PRICE RANGE
13 28 9
DURABILITY 22 17 11DESIGNS 7 15 28QUALITY OF LEATHER
20 10 20
COLOUR OF THE PRODUCTS
15 15 20
NOTE: •Brand which carries the maximum responses is given 1st rank.•Responses is equal to no. of customers.
Graphical presentation of Customer survey
PRICE RANGE DURABILITY DESIGNS QUALITY OF LEATHER COLOUR OF THE PRODUCTS
0
5
10
15
20
25
30
BATASHREE LEATHERSKHADIM'S
Secondary data- Company’s website,News articles,Business magazine.
COMPARATIVE ANALYSIS OF THE FOOTWEAR BRANDS IN RANCHI
BATA SHREE LEATHERS
KHADIM’S
PRICE RANGE Rs 89- 5499 Rs. 79-799 Rs. 200-2000
DURABILTY Higher Medium Less
DESIGNS Less Medium Higher
QUALITY OF LEATHER
Pure Not pure leather Pure(Pakka)
COLOUR OF THE PRODUCTS
Less Variety(Black,White & Brown)
Less Variety(Black,White & Brown)
Variety of Colors
NO OF OUTLETS 4 1 5
WARRANTY PERIOD
60 days 90 days 90 days
OTHERS PRODUCTS
Socks Bags,Belts BagsGo Ahead With Green….
SWOT ANALYSIS
Strength - Pure leather(pakka leather) product not harmful for foot,Eco friendly.
Weakness - Poor Durability
Opportunity –Come up with additional features & Expansion of product lines(leather belts ,wallets), Customers awareness
Threat - Fast changing fashion,entry of multinationals in domestic market
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SURVEY DONE FOR KHADIM’S ADVERTISING
CAMPAIGN• We have done this survey near different Khadim’s
outlets.• Questionnaire for the survey:• 1.Which brand offer its products at reasonable
price?• 2.Which brand offer durable products?• 3.Which brand provides variety of designs?• 4.Which brand use good quality of leather?• 5.Which brand provides variety of colours? • • Sample size - 50 customers surveyed
FINDINGSPrimary data - Through customer survey
FACTORS BATA SHREE LEATHERS
KHADIM’S
PRICE RANGE
13 28 9
DURABILITY 22 17 11DESIGNS 7 15 28QUALITY OF LEATHER
20 10 20
COLOUR OF THE PRODUCTS
15 15 20
NOTE: •Brand which carries the maximum responses is given 1st rank.•Responses is equal to no. of customers.
PRICE RANGE DURABILITY DESIGNS QUALITY OF LEATHER COLOUR OF THE PRODUCTS
0
5
10
15
20
25
30
BATASHREE LEATHERSKHADIM'S
Secondary data- Company’s website,News articles,Business magazine.
ADVERTISING OPPORTUNITY
Immense opportunities to grow
Opportunity to attract audience
opportunity to expand its product lines
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TARGET AUDIENCE
Our Target audience are youth falling into
age group of 16 – 25yrs.
More autonomy and decision-making power
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COMMUNICATION OBJECTIVES:Based on hierarchy of effects model1.Awareness – To make 60 – 70 percent of target audience aware about the feature of Khadim’s footwear. 2.Knowledge – Developing brand knowledge of Khadim’s.3. Liking – Customer responses are gathered & if negative responses are found then we will try to fix it.4.Preference- Comparative analysis with major competitors5.Conviction- building conviction to buy the product.6.Purchase-Help consumer to take the final step.
ADVERTISING OBJECTIVE
Inform target audience about benefits and features of Khadim’s footwear and its competitive advantage.
Retain the existing customers.
To attract more people to visit Khadim’s outlet during festive seasons.
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MARKETING OBJECTIVE Increase the sales by 5% for the first 3
months(October-December),7-10% for the rest 3 months (January-March).
Assumptions:Duration – 6 months (October- March)Total budget assumed =Rs 20 lakh.October – December =Rs 12,00,000 January - March = Rs 6,00,000October – December =Ads on
Newspaper,Radios,Billboards January – March = Newspaper & Radio Go Ahead With Green….
ADVERTISING BUDGETESTIMATION
MEDIA VEHICLES
OCTOBER
NOVEMBER
DECEMBER
JANUARY
FEBRUARY
MARCH TOTAL
Newspaper
25000 *8*2= Rs4,00,000
25000 *8*2= Rs4,00,000
25000 *8*2= Rs4,00,000
25000*4*2=RS2,00,000
25000*4*2=Rs2,00,000
25000*4*2=Rs2,00,000
Rs18,00,000
Radio 100*120*2=Rs24,000
100*90*2=Rs18,000
100*60*2=Rs12,000
100*60*2=Rs12,000
100*60*2=RS12,000
100*60*2=RS12,000
Rs90,000
Billboards
5000*6=Rs30,00
0
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Contd..
***Note: Half page -26 cm * 33 cm (size)
Unit for newspapers cost/cm to be Rs. 360.A total of Rs. 25,000 for the half page advertisement(approximately) is to be charged.
Unit for Radio: Rs100 /10 sec
Total budget for the advertisement campaign comes out to be Rs. 19,20,000 for the period October to December.
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MEDIA STRATEGY
Radio – Fm stations like Radio dhoom & BIG fm.
Print media – newspaper (Dainik Jagran & Times Of India)
Outdoor media-Billboards.
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MEDIA SCHEDULING First three months i.e. from October to December - Our media
scheduling approach will be continuity. Next three months i.e. January to March – Our media scheduling
will be flightingFirst three months •Newspapers - Mentioning twice a weekRadio- Mentioning everyday: 1st month – 4 times; 2nd month – 3 times & 3rd month – 2times.•Billboards- For 3 months. Next three months •Newspapers - Mentioning once in a weekRadio – Mentioning twice a day
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CREATIVE STARTEGY
Message theme - Rational approach
Selling Strategy includes:-Benefits accrued:Pure Leather,No
noise,Durabilitykhadim’s footwear Atrributes:Location ,Well
Maintained Outlets,Various DesignUSP of the productpure leather product at reasonable prices.
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CREATIVE DEPICTIONNewspaper:
Local newspaper – Dainik Jagran National Daily – Times of India Punch line - “ Go ahead with green” Message Content - Inform the target audience about
various product available,model no & size,price range, Attractive Pictures of the Product,phone no,email id
Billboards
Logo of Khadim’s with the punch line.And youth (male &
female) advertising the various designs of Khadim’s footwear.
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BIG IDEA
GO AHEAD WITH GREEN
“ Put on your shoes & See the world Green “
ORDER OF PRESENTATION Informative
PersuasiveGo Ahead With Green….
PRETEST AD CAMPAIGN
Print Media
Direct Questioning
Order of Merit
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POST TESTING
Recall
Tracking studies
Enquiry
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REFERENCESBooks:• Marketing Management by Philip Kotler,Kevin
Lane Keller,Abraham Koshy,MIthileshwar Jha, Pearson Education (13th edition)
• Advertising Management by Manendra Mohan, TMH Publications
Websits:
• www.khadims.com• www.google.com• www.allindia radio.org
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THANKYOU Presented By: Annie
AmritaTopno(mba/1044/09) Archna
Ekka(mba/1099/09) Daisy Diana
Murmu(mba/1067/09) Manoj
Kumar(mba/1034/09) Navin Nitesh
Ekka(mba/1027/09) Niketa
Munda(mba/1063/09) Pankaj
Kumar(mba/1091/09) Ranjit
Manjhi(mba/1019/09)