The company has to use its international corporate image and plant the background support of the group in the footwear manufacturing process in the mind of the customers. Ladies are generally shopping lovers. They are veryAnd fashion conscious ladies should be selected in promoting the same. Nice colors, newest designs will attract them into our shops. Some are love to do window shopping while the other ladies are interested in trying them and buying them as a habit.
By creating the brand popular by using a celebrity as brand ambassador in all the promotional mix activities the company can attract them to the brand and create the brand loyalty for the organizational brand. d) Behavioral This divides the market in to groups according
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Target the ability of the company and resources needed to enter the market and then analyze the competitors on their resources and skills. The main competitors are the DSI, Bata and DI in the local context and also cheap footwear importers from Thailand, China and India are also competitive in the market. I propose The Company to target the ladies footwear market as the school shoe segment is saturated and even the men’s shoe segment is more price and quality conscious. Most of men in the country are not fashion oriented compared to ladies. Further they depend on the same shoe for a long time. Even in the middle income family father’s need of the shoe is fulfilled only after mothers’ and daughters’ requirements are satisfied. And men’s brand switching cost is very low in this segment. By considering those facts I suggest the company to target ladies footwear in the industry As the group is financially strong and thereby the ability of the company in targeting the said segment will not be a big challenge in the local context. Once the Ladies footwear is selected as the target market the company should apply good marketing mix. But before applying the marketing mix the company should create an identity or an image of the product in the mind of the …show more content…
Article to be published in footwear magazine Key Assumption: In writing the article to the magazine I assume that our organization is a diversified blue chip company based in UK and I named the company as Rayans International for a better understanding.
RAYANS OFFERS HAND IN HAND OPPORTUNITY FOR SRI LANKAN COBBLERS…
Rayans Internationals is distinctive in the focus on sustainability and the true local and global leadership. Our innovative spirit has been in the market for over the years. This has resulted in the evolution of an unbendable and dynamic corporate entity in the world! We are well-known for our efforts worldwide. Rayans has been acclaimed as a super brand by many institute in the world and have become the best corporate citizen on many occasions in UK. OUR NEWEST ADDITION to the product portfolio is Rayans Branded shoes for ladies. We offer a range of shoes for ladies and use high quality natural materials. Our products are marketed in super class showrooms in the main cities in the country. As a global entity that always be with the local suppliers to enhance their business and lifestyle Rayans encourages local suppliers to provide raw materials and also make shoes for us in given