An IMC Campaign on Inc. 5 which is an Indian Footwear brand.

1. Launching and Brand
Building Plan for Inc. 5
as a Local Partner
(Legacy Footwear)

2. COURSE: MKT-202
INSTRUCTOR: SHERINA IDRISH
26/04/2013
GROUP MEMBERS:
MOHAMMAD MOINUL HASSAN
MASHRUF ALAM ANIM
SAHARIAR ABSAR
AHMED TOWSIF

3. 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.

4. • 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.

5. 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

6. Target Market
Geographic
Area : Dhaka & Chittagong Citizen
Climate : All seasons
Demographic
Age: 8 to 40 years
Occupation: Anyone
Religion : Everyone
Psychographic
Social class : Middle & Higher class mainly
Personality: Stylish & Aristocratic
Geographic, Demographic & Psychographic Target Market are as
following:

7. Marketing Objective
Marketing 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.

8. 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 Attributes
B. Positioning by Product Benefits
C. 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.

9. Brand Positioning
Some 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.

10. 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,

11. Products
Product 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.

12. 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.

13. 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 .

14. 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.
•
• 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.
•
• 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.
•

15. 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.

16. Distribution Channel
Downstream:
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.

17. 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

18. 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.

19. Conclusion
Different 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.

20. Thank you for your
attention and
patience!