Brand Awareness Loyalty | Marketing

Chapter 1: Introduction 1. Introduction

This dissertation is comprised of brand evolution and sum various steps involved to construct it. The creation and importance of Brand Awareness, Brand Image, and Brand Loyalty is discussed followed by the evaluation of Servis Sales Corporation as how successful Brand they are in Shoe industry of a!istan. Servis Sales Corporation claims to be the largest retail shoe sellers of a!istan therefore research is held on the company as what are the various mar!eting strategies SSC adopted to gain such a large mar!et share. Steps to create brand loyalty amongst their target mar!et and implementing effective brand management are part of this research. Branding is the main ingredient in the process of creating stable reputation, identity and strong image of a company and is always a first re"uirement to have competitive edge, this create awareness and wor! as a positive gesture towards customers to be product or brand loyal. As the Chairman of #ua!er $ats Ltd, %ohn Stuart said, if this business were to be split up, I would be glad to ta!e the brands, trademar! and goodwill and you could have it all the bric!s and mortar and I would fare better than you . Leslie &e Chernatony'())* p*+ In this era of globali,ation every company wishes to grow and e-pand their businesses in order to attain a healthy position in throat cutting world of business . In this effort companies faces many challenges and went through many challenges by their rivals and most of all providing customer.s satisfaction.

1.1 Background Study:

The term brand arrived form the ancient /orse word meaning 0to burn1 2ita Clifton, %ohn Simmons, Sameena Ahmad '())3 4*5+. The original term was developed to signify the source or ma!er or owner of a product or item.

/ow a days brand is used to identify service or product.s manufacturer or seller, when we go through we see that many of the many modern concepts of brands and branding were formalised in the 6nited States at a rocter 7 8amble company in the late *9))s. :e get a good e-ample of importance of brand when we tal! about 0;irgin1 which is currently at the face of hundred business strategies. A brand will be a strong brand if people.s values match the values of brand. Branding.s means adding value to the product <arie!e = de <ooi> '())?@ AB+ Brand stands for a reputation, you are always reputed when you are always reputed when you ma!e a promise and fulfil it. Brand is more li!e a human nature not >ust a visual, public identity or a picture. Cvery single who is part of the organi,ation represents the brand of the company and pay its part to construct it. The brand is a performance measured and recorded in interaction of every area involves customers investors, employees business partners and media 'www.thebrandconsultancy.com+ Its "uite clear that every company is conscious about its brand loyalty amongst its customers because they !now this if they are successful in managing the brand loyalty of their e-isting customers which is company.s strategic asset it will automatically add huge value to firm. As &ouglas B states that Brand Loyalty is the customer.s willingness to stay with brand when competitor come !noc!ing with offering that would be considered e"ually attractive had not to the customer and brand shared a history. The degree of customer stic!iness is the !ey to the brand.s mar!et power. &ouglas B. Dolt '())3 4 p *3A+ <erlo '())5+ mentions that the brand loyalty is rewarded by an increase in profit through repeat business, referral sales, decreased customer maintenance costs and reduced e-posure to price competition. :hen we tal! about creating and enhancing brand loyalty we see that there are notEtoo comple- ways of increasing brand loyalty. Companies can learn to recover from mista!es. A good recovery can turn angry, frustrated customers

into a loyal ones. 0Companies must handle problems and complaints with CareE Communicate, Ac!nowledgement, respect and regard and empathy1'<erlo, ())5+

1.2 Statement of Problem:

8lobal challenges today have forced companies not to have their business image within their home land but to spread their identity across the borders by managing brand, securing the product or a service of companies and building loyalty among customers to achieve ma-imum and lasting competitive edge. The aim of the research is to evaluate the brand management of Servis Sales Corporation by analy,ing their mar!eting strategies. 2esearch covers the analysis that how successful SSC today is in gaining brand loyalty as it is considered to be the biggest footwear seller in a!istan.

1.3 Aim and b!ecti"e#:

The main $b>ective of the research is the finding that to what level SSC is successful in imperialising Brand <anagement to embrace positive effect on their customer.s perception and has given SSC a competitive edge, as they are a!istan.s largest shoe company.

Core b!ecti"e# of $e#earch:

To analy,e mar!eting strategies of Servis Shoes Company leading to effective brand management giving SSC a positive brand image amongst their target mar!et. To observe various strategies adapted by SSC to enhance brand loyalty amongst their customersF To find out what steps Servis Shoes Company too! to create its Brand awareness amongst it.s target mar!et and what are the areas they still need to focus upon. To identify the involvement of consumers to the brand as in why they prefer a particular brand 'Servis+ on every other different brands available in the mar!et.

1.% $eport Structure:

This report will be organi,ed as follows@

&iterature $e"ie':
The literature review of this report covers understanding and benefit of effective brand management that how people connect to them. Chapter includes importance of creating and enhancing awareness among consumers followed by the concepts and historical perspective of brand loyalty giving a wider view of the perception about brand loyalty and its strategic values.

Company Introduction:
This chapter consist of the brief introduction to Servis Sales Corporation, giving a wider view of their leading position in shoe line in a!istan amongst their rivals. This chapter shows company bac!ground and demographics with the facts and figures about their e-panded business nationwide.

$e#earch (ethodology:
In this chapter different method of research is discussed. It also focuses on research philosophy principle, "uantitative and "ualitative analysis and secondary and primary data. After studying the methods and techni"ues different methods are identified which is most suitable to get the reliable and most accurate dataF :hich is used in researchF

)inding and Analy#i#

After completing the research, the data gathered through different sources from the company are analysed in this chapter, which is e-plained with chart and then it is moderated with the findings.

Conclu#ion:
This chapter involves conclusion and the result in the light of findings with literature. Analysis of research finding and result are discussed, 2ecommendation to company and further research is also the part of this chapter.

&iterature $e"ie'

Scott 8alloway stated a very good definition showing importance of brands in today.s world of mar!eting that 0Brand is the face of a business strategy1 ' Scott 8alloway in Al!er, ())) @55+ another well appreciated definition of brand given by American <ar!eting Association cited in '=otler ())5@ 3*9+ 0 A brand is name, term, sign, symbol, or services of one seller or a group of seller to differentiate them from those of competitors1. A brand is essentially a mar!eter.s promise to deliver a specific set of features, benefits and services consistently to buyers. The mar!eter must thin! that he is offering a contract to the customer about how the brand will perform ' !otler ())5+ Le la et ala, '())5@ 5+ give a more profound and in depth definition of brand@ Brand is the interaction between core company ' product or service + strengths and what is customer value . Company strengths are what company does well. The things that the customers value include the benefits of a products features, as well as what the customer see as the ongoing worth of a relationship with the company. According to =apferer '*AAG @ ?B+, 0 roducts are mute@ the brand is what gives them a meaning and purpose, telling us how a product should be read. A brand is both a prism and a magnifying glass through which products can be decoded1. 2enault invites us to perceive its models as cars for living... brands guide our perception of products1. Dence it can clearly be seen from the above paragraph that branding goes a long way in giving a distinct identity to a product. 2owley '*AAG+ e-plains that brand communicates with consumers, according too him when consumers are familiar with a brand, they e-pect the same "ualities, benefits and advantages from products or services which are provided under that specific brand, this easily ma!es their decision in favour of the brand instead of searching or gathering information regarding products fulfilling their re"uirements. Therefore, it can be suggested that brand accelerates consumers. process of decision ma!ing as it provides two different ways of communication between suppliers and their consumers '2owley, *AAG+

*ffecti"e Brand (anagement

The concept of 0brand management1 was developed at rocter 7 8amble in the 6S in the year *A5) and is also !nows as product management .Ambler '())5@9(+. The main reason behind Brand management is to secure the product.s future and services any company or organi,ation, and this is only possible with the formulation loyalty amongst customers creating emotional as well as rational values. This results sales in mar!et place and stimulating affect on the perception of a company.s products .If brand power is tied together in a proper way organi,ation can easily ma-imi,e mar!et share and corporate profitability. Brands if handled and managed sensibly can provide their owners a considerable benefits and rewards. &avis '())( @B+ says that the following benefits accure to the company that manages is brands effectively@ Loyalty derives repeat businessE A recent study by Bob asi!off, president of brand !eys, shows that an increase in customer loyalty of only ?H can lift lifetime profit per customer by as much as *))H. remiums price of brand allow higher margins I Starbuc!s represents the ultimate e-ample of a strong brand driving a premium price resulting in greater profit. Strong Brands lend immediate credibility to new one in product introductions. A well established brands can provide instant credibility for a new product. 8illette.s <arc 5 became number one personal shaver within a month of its launch. Strong brand allow for greater shareholder and sta!eholder returns. $ne can see a good e-ample is Jahoo and 8C are big brands with even bigger shareholder returns. Strong Brand embody a clear, valued, and sustainable point of differentiation relative to competition I /o one can KedC-.s claim of overnight delivery. Loyal customer base and strong brand ma!e customer forgiving for the the mista!es made by the company, if a company ma!es a mista!e for instance, the stri!e at the Saturn car plant had little impact on Saturn.s loyalty or sales.

The lever for attracting best employees along with !eeping satisfied customers is Brand Strength I Companies li!e cocaEcola, <icrosoft, Intel, &isney etc. are almost always in the top brac!et of survey which measures employee satisfaction. It is obvious that it.s a difficult thing to build and maintain a brand reputation li!e Co!e, <icrosoft, /i!e, 8eneral Clectric, etc and as &avid &. Alessandro, resident of %ohn Dancoc! <utual Life insurance, in =lein '()))@ *3?+, 0it can ta!e *)) years too build up a good brand and 5) days to !noc! it down1.

*ffect of Brand on People + ,o' People connect to themScott &avis' ())(+ says that, Brands are at least in part a set of promises made to consumer. The leading brand travel a particular ATD in the human mind. This ATD is an acronym for promise, acceptance, trust and hope. Certainly this ATD is intangible and cannot be co modified1. But he then mentions that these very intangibles ma!e a customer choose Sony over %;C and /i!e over 2eebo!. The following are the customers perceptions visELEvis a strong brand '&avis, ())(+ G(H of customer sat that they will pay a ()H premium for their brand of choice, relative to the closest competitive brand. (?H of customer state that price matter if they are buying a brand that owns their loyalty. $ver ?)H of purchases are brand driven. eer recommendation influences almost 5)H of all purchases made today. <ore than ?)H of consumers believe a strong brand allows for more successful new product introductions and they are more willing to try a new product from a preferred brand because of the implied endorsement. The view of Le la et al, '())( 4 5+ is that a strong brand is much more than an image or a logo. eople emotionally identify with a strong brand and relationship with such a brand ma!es them feel more secure and comfortable. This is completely in sync with =otler.s ' ())5+ e-ample of a consumer buying a <ercedes because the car ' which is also a strong brand+ ma!es him feel more important and admired.. Aa!er '*AA*+ suggests that anything which a

consumer realises about a brand can be defined as brand association it according to him it create positive consumer attitudes towards brands, thus influence consumer buying decision process. =apferer '*AAG+ says that brand is li!e a living memory. The memory factor e-plains why individuals preferences endure and why within a given generation people continue to prefer the brands they li!ed between the ages of seven and eighteen ' 8uest *AB3, Kry et al., *AG5, %acoby et al., *AG9 in =apferer *AAG+. This is proof, if it was ever needed, that strong brands do have a longEterm effect on people. It is imperative now to ta!e a more focussed loo! on the three constructs that constitute the basis of this study. The first to be analysed will be brand awareness followed by brand loyalty and brand image.

Brand A'arene##
a number of the definition if the term 0 Brand Awareness1 abound, a fundamental definition of the term is given by Aa!er'*AA*@ B*+ 0 Brand Awareness is the ability of a potential buyer to recogni,e or recall that a brand is a member of certain product category1. &avid Aa!er.s '*AA*+ ground bra!ing wor! 0managing brand e"uity1 details with the concept of brand awareness comprehensively. Dence, it has been use here as a main reference, although it has been complimented with other readings. Aa!er says that brand awareness involves a lin! between the product class and the brand. Kor e-ample, the use of the large balloon with the word Levi.s on it may ma!e the name more salient, but it will not may necessarily help improve brand awareness. Dowever if the balloon is shaped to resemble a pair of Levi.s 5)* >eans , the lin! to the product is provided, the balloon.s effectiveness at creating awareness is enhanced. Aa!er '*AA*+. By using the brand, perceiving it and being confronted with it through advertising, consumers learn about its meanings. All this information is connected associatively to the brand name. the richer this associative networ! is, and the stronger the associations the greater the chance of consumers thin!ing.

&e"el# of Brand A'arene##

0Brand Awareness involves the continuum ranging from an uncertain feeling that the brand is recognised, to a belief that it is the only one in the product class. This continuum is presented in the M Awareness yramids... ' Aa!er *AAA* @ B(+ Levels of Brand Awareness ' Aa!er, *AA*+ Aa!er stated that 0the minimal level of brand is recognition which is based upon aided recall test where respondents are given a set of brand in a product category and as!ed to identify those that they had heard of before. Thus, although there needs to be lin! between the brand and the product class, it needs not to be strong. Brand 2ecognition is particularly important when a buyer chooses a brand at the point of purchases1 'Aa!er *AA* 4B(+. Kran,en et al, ' ())*+ stated that the situations in which none of the choice alternatives is well represented in or memory, brand familiarity ' recognition+ will be the determinant in the choice process. The purchases in which consumers regularly choose and reEchoose because of the awareness stored in his memory, aided brand awareness i.e. brand recognition has hardly any significance. If we see further we see that brand recall is the further level dependent on as!ing a person to name brand in a product class. This is 06naided recall1 because , unli!e in the recognition tas!, the responded is not aided by having names provide. 6naided recall is a substantially more difficult tas! then recognition, and is associated with a stronger brand position. The first named brand in an unaided recall tas! has achieved topEofEmind awareness. 'Aa!er *AA*+ Strategic ;alue of Brand Awareness Brand Awareness provides a sustainable competitive advantage and can be a !ey strategic asset for the company ' Aa!er *AA9+ The following are the banifits of creating a higher brand awareness ' Aa!er *AA*@ B5+ ' Kigure 5+4 Anchor to which other association can be attached @ Brand 2ecognition is the first basic step in the communication tas!. It usually is wasteful to attempt to

communicate brand attributes until a name is established with which to associate the attributes. KamiliarityNLi!ing@ Awareness provides the brand with fimilarity and people li!e the familiar. They are prepared to ascribe all sorts of good attitudes to items that are familiar to them ' Aa!er et al., ()))+. Cspecially for low involvement products li!e soap, chewing gum, sugar , facial tissues etc., familiarity can some times drive the buying decision. SubstanceN Commitment@ /ame awareness can be a signal of presence, commitment and substance, an attribute very important to consumer buyers of durables. The logic is that if a name is recognised, there must be a reason li!e@ The firm is widely distributed. The firm has advertised e-tensively. The brand is successfulEothers use it. Cven if the person has not been e-posed to advertising and !nows little about, brand awareness could lead to the assumptions that the firm is substantial and bac!s the brand with advertising. Brands to consider@ The role of brand recall 'discussed earlier+ is crucial for fre"uently purchased products li!e coffee, detergent, serials et. Several studies have demonstrated the relationship between top of mind recall and attitudeNpurchase behaviour. $ne such study, of si- brands in the three product classes 'Kast food, Soda and ban!ing+, showed large differences in preferences and purchase li!ely hood, depending on weather the brand was first, second or third mentioned in an unaided recall tas! ':oodside and :ilson, *A9? in Aa!er, *AA*+. Sometimes it is possible that people recall brands that they disli!e strongly. Benefits of Brand Awareness 'Aa!er *AA*+ A number of researchers besides Aa!er have also demonstrated that brand awareness is a particularly important concept relative to brand evaluation in predicting and e-plaining consumer choice behaviour. Kor instance, Arch 8 '*AAB @59+ refered to A-elrod '*AB9 , *A9B+ demonstrated that topEofEmind awareness 'T$<A+ of a brand is a sensitive and stable measure than can serve as an intermediate criterion for predicting brandEchoice behaviour and

brandEswitching behaviour. A-elrod '*AB9+ in Aech 8'*AAB 4 59+ emphasi,ed the needs for developing valid and reliable intermediate survey indicators of whether mar!eting and advertising influence product and brand choice behaviour because of the greater e-pense and time necessary for e-periments to measure the impact of mar!eting and advertising actions on such behaviour. Daley et al, '*AGA in Dolden et al., *AA(+ postulated that brand awareness is more important than attitude. This nation was supported by Dauser '*AG9 in Dolden et al ., *AA(+ who, using an information theoretic approach, reported that the probability of inclusion of the brand in the evo!e ' recalled + set accounts for more variation in brand choice thus brand attitude 'Dolden et al., *AA(+ Similar to Aa!er ' *AA*+, Dolden et al, '*AA(+ also say that in the case of low involvement purchase, Brand recall may be reason enough to buy the brand ' that has been recalled Also a high degree of brand awareness is lin!ed to higher sales due to the factor of 0 Social desirability1 . <ost people tend to behave according to the e-pectations of their social environment, even when it goes against their own opinion. If they are aware of the brand, they will have a tendency to buy it because it is the socially desirably thing to do ' Kran,en et al., ())*+. Copeland '*A(5@ (9G+ tal!ed about the benefits of brand awareness as follows 0 if the consumer.s previous ac"uaintance with the brand has been favourable, or if the manufacturer.s and dealer.s advertising has made favourable impression, other things being e"ual, the recognised brand will be selected from among other unrecognised brands1.

Creating and *nhancing Brand A'arene##

Because consumers are bombarded everyday by more and more mar!eting messages, the challenge of creating awareness is considerable ' Aa!er, *AAB+. The best approach for every brand to create and maintain brand awareness depends upon the conte-t but the following do server as good points ' Aa!er, *AA*@ G(+ 4

Be &ifferent, <emorable@ An Awareness message should provide a reason to be noticed and it should be memorable. There are many tac!s that wor! but one !ey is to simply be different and unusual. Involve a slogan or >ingle@ A Slogan or a %ingle can ma!e a big difference. Slogans li!e 0 it floats1 or 0%ust do it1 can help recall. Kor a product class li!e soap, it might be easier to come up with 0 it floats1 and then Ivory, rather than to name Ivory directly. The lin! to the slogan might be stronger because it involves a product characterstic that can be visualised. Similarly, a >ingle also is vey powerful awareness device. Symbol e-posure@ A symbol can play a ma>or role in creating and maintaining awareness because it involves a visual image which is much easier to learn and to recall than a word or a phrase. Cvent Sponsorship@ The primary role of most event sponsorship is to crate or maintain awareness. Kor e-ample, the Benson and Dedges Cric!et world cup, the <ercedes super AE tennis tournament etc. It must be noted that the strongest brand are managed not for strategic awareness. It is one thing to be remembered 4 it is "uite another to be remembered for the right reason ' Aa!er, *AAB+.

Brand &oyalty
Cvery company.s endeavour is to increase its brand loyalty in order to retain as many consumers as possible and it can be well assumed when we see that in ())), the /& 8roup, an international mar!et research company in /ew Jor!, conducted a survey that half of (),))) respondents who described themselves as loyal to a company one year were no longer loyal the ne-t. According to Krederic 2echheld, founder of BostonEbased consulting firm Bain and Company, the average American company loses half of its customers every five years The ne-t economy By Clliott Cttenberg, /etLibrary, Inc '())* 453+

.he Brand &oyalty concept from ,i#torical Per#pecti"e

Contrary to what some people believe brand loyalty has e-isted for a long time in the realm of mar!eting. Copeland '*A(5+ first introduced this concept around 9) years ago. De tal!s about three ascending stages of brand loyaltyE

consumer reorganisation ' when the product is recognised and bought from among a host of unrecognised products+, consumer preference ' when pervious use or advertising has created a favourable preference in the consumer.s mind+ and consumer insistence. The third stage is the pinnacle of brand loyalty where the consumer approaches the purchase of an article with the attitude that he will accept no substitute ' Copeland, *A(5+.

/ifferent Perception# of Brand &oyalty

0 Brand Loyalty is the biased behavioural response e-pressed over time by some decision ma!ing unit with respect to one or more alternative brands out of a set of such brands1. <ore recently, the concept of loyalty have evolved further, encompassing a rich diversity of dimensions underlying the relationship that a customer may entertain with a brand. <artin et al.,'())3@(*G+ referred $liver.s statement in his boo! 0Loyalty involves a favourable attitude towards the brand or organisation and positive reEpurchase intentions. This can be further understood by investigating the element of loyalty. Cognitive Loyalty, in which the brand is cognitively compared with alternatives ' generally on functional grounds+4 Affective loyalty, in which the customer li!es the brand or organisation as a result of previous satisfying e-periences4 Conative Loyalty, which reflects an intention to reEpurchase4 action loyalty, which relates to a deeply held commitment to rebuy or repatronise a preferred productNservices consistently in futureO despite situational influences and mar!eting effort having the potential to cause switching behaviour. ' $liver *AAA cited in <artin et al.,'())3@(*G+ In '())*+ Chaudhuri and Dolbroo stated couple of characteristic of brand loyalty 0purchase loyalty and attitudinal loyalty mentioned by mentioned by <arion <aguire'())G+, 0Behavioural, or purchase loyalty consist of repeated purchase of the brand, whereas attitudinal brand loyalty includes a degree to the authors, purchase loyalty leads to greater mar!et share because of higher levels of repeat purchase among their users1. It is found in the research that consumer.s perception about price of brands is not lin!ed to brand loyalty. Another suggestion given by &ic! and Basu '*AA3+ says that 0loyalty related

mar!eting advantages, such as favourable word of mouth, which, in turn might increase mar!et share1. But the findings of &all.$lmo 2iley et al. '*AAG+ discerned that the attitudinal loyalty of many individual consumers appears to be fic!le, According to them, various studies 'by Achenbaum, *A9( repeat responses ranging about ?)H in individual attitudinal answers 'e.g. Taste /ice1+ at two subse"uent times, independent of the attitude scales used and from the length of the interval between interviews. $verall their interpretation was that specific attitudinal beliefs do not seem to be very strongly held but vary stochastically ' in random manner+ '&all.$lmo 2iley et al., *AAG+ 2othschild '*A9G+ at the university of :isconsin, evaluated brand loyalty as encompassing only the behavioural aspect. De suggests that a psychological process that may e-plain brand loyalty is the one of behaviourism. The central concept of behavioural learning theory is that behaviour that is positively reinforced is li!ely to reoccur while that which is not reinforced, or punished, will be e-tinguished. Consumers become loyal to brands that are reinforcing to them@ good decision are reinforces while poor decisions are not ' 2othschild, *A9G+. &e!impe et al, '*AAG+ also share 2othschild.s '*A9G+ view and say that the approach is >ustified as behaviour is observable and hence easier to measure. 2ichard Clliott and Larry recy "uoted Kran,en '*AAA+ saying that loyalty brand users have a high degree of bonding with the brand and do not show much of an urge to switch. Its basically the bonding here meant was part of brand e"uity but it necessarily doesn.t need to be a function of brand e"uity. also if its contribution is there. Loyalty of a brand may be not habitual or it can be the high cost of switching to another brand. But when there is a genuine preferences involved it really contribute to brad e"uity. #uester et al, '())5+ say that the behavioural approach to Brand Loyalty 'ta!en by 2othschild, *A9G 4 &e!impe et al., *AAG+ many present an over simplistic view of the construct. Behavioural definitions are insufficient to e-plain how and why brand loyalty is developed and modified in consumers ' &ic! and Basu, *AA3 in #uester et al., ())5+. 2epeatedly buying a brand 'behavioural approach+ may reflect only the convenience inherent in the repetitive and habitual behaviour rather than any real commitment to the brand purchased '#uester et al., ())5+. Dabituals. as termed by '=no- *AAG+ in #uester and Lim., ())5+ display only behavipural loyalty and are very li!ely to switch brands if there routine

purchases cycle is disturbed. 0Kor Mhabituals. and Nor spurious loyals.. The brand is not closely tied to the consumers belief system, so they can be easily attracted by a competing brand that offers a better deal, a coupon etc. Behavioural definitions, therefore, essentially fail to distinguish between habitual or spurious loyalty and true ' or international+ loyalty and it may be misleading to infer brand loyalty from merely overt purchase behaviour1 '#uester et al.,())5 @ (G+. Kournier et al, '*AAG+ have analysed the concept of brand loyalty in new light and have come up with some very interesting insight regarding the same. According to them, '*AAG+ a ma>or assumption while reaching the concept of Brand Loyalty is that loyalty process is a Blac! and white "uality. This tendency towards dichotomy not only precludes attention to loyalty levels and type, but also blinds the researcher to the value that may e-ist in relationship classified as &isloyal ' Kournier et al. *AAG+ The research of eight brand loyal coffee drin!ers by Kournier et al, '*AAG+ revealed three intriguing loyal consumerEbrand relationships namely martial commitment, falling in love consumers brand relationships namely martial commitment, falling in love and best friendship. Cach of the above relationships share a strong and meaningful life theme connection that adds significant value in the consumer.s mind. $n the other side, Kournier et al ., '*AAG+ also found some rather pi"uant /onE Loyal 2elationships. $ne of the interviewees shared meaningful relationships with not one, rather three coffee brands. Kinancial limitations prevented him from bonding e-clusively to one brand. 0By connecting at the level of !inship, a portfolio of brand candidates that at first glance appears as a set of interchangeable substitutes is revealed as a family of meaningful partners in the consumerEbrand environment1 'Kournier et al., *AAG @3B5+. Kournier at al, '*AAG+ say that the e-isting brand loyalty measurement process emphasi,es shareEofEuse over the strength and character of brand relationship form. This approach is flawed in their opinion because 0As with people e-pressions of loyalty need not be associated with e-clusivity, but with emotional tenor and sincerity of intentions over time. Also, li!e normal human relationship, brand loyalty may sour overtime and subse"uently change. In accepting the power of both Brand and Consumer to affect the relationship, loyalty is better appreciated as a dynamic phenomenon1 'Kournier et al., *AAG @3BG+. A consumerEbased conception of loyalty that recogni,es multiE brand relationlity and the delicacy of even a strongest of consumerEbrand

bonds seems more aligned with the realities of today.s varietyEfilled mar!etplace. 'Kirat and ;en!atesh, *AA? in Kournier et al., *AAG+ The biggest criticism of the wor! of Kournier et al, '*AAG+ is actually ac!nowledged by their own selves when they say, while attention to a single product category provides a common ground on which the loyalty phenomenon can be e-amined, it does by definition limit the generali,ability of findings obtained1 'Kournier et al., *AAG @3?3+ It would be appropriate to conclude this section by "uoting the views of two authors@ In summary, an appropriate measure of brand loyalty appears to be lac!ing and the incorporation of relative attitude in the measurement of brand loyalty is necessary to understand its underling structure1 '#uester et al ., ())5 @(9+. :e have not yet articulated a definition of Loyalty that is valid at the level of today.s consumer e-perience1 'Kournier et al., ())5 @3?3+.

&ink bet'een the degree of product in"ol"ement and brand loyalty

roduct involvement involves an ongoing commitment on the part of the consumer with regard to thoughts, feelings and behavioural responses to a products category '<iller and <ar!s, *AAB4 8ordon et al., *AA9 in #uester et al., ())5+. $.cass and muller 'in #uester et al., ())5 @(3+ cite that product involvement can be seen as the intensity with which a product gestalt is embedded in and driven by the consumers. values system1. The central premise of the literature e-amining the relationship between loyalty and product involvement is that consumers who are more involved with a particular brand are also more committed and hence more loyal to the brand. Digh involvement is seen by many to a precondition to loyalty and it appears that one.s loyalty to a brand within that product class ' #uester at al., ())5+ Kuthermore, 0the more focal a product class is to an individual.s ego or sense of identity the stronger the psychological attachment heNshe will e-hibit to a particular brand within that product class. Conversely, the more peripheral the product class is to the individual.s ego, the lower the attachment to the brand1 ' #uester et al., ())5+.

.he #trategic "alue of brand loyalty

The brand loyalty of the e-isting customers represents a strategic asset which if managed properly has the potential to provide immense value to the firm ' Aa!er, *AAG+ &ic! and Basu '*AA3 in Chaudhuri ())B 4*(3+ say that loyalty related mar!eting advantages include favourable word of mouth and greater resistance among loyal consumers to competitive strategies. In one International %ournal of Sport <anagement and <ar!eting 'written by =evin Kilo , &aniel C. Kun!, =ostas Ale-andris states 0that brand trust intercede the lin! between brand loyalty and the management and popularity of the brand across both samples. Kor the managed sport brands, the lin!s between brand loyalty and both nostalgia and vicarious achievement were also mediated. The authors propose that brand managers wor! to leverage brand trust through social responsibility, consumer satisfaction and "uality customer service in an effort to increase consumer brand loyalty1. Aa!er '*AA* @ 3B+ mentioned the following benefits derives from brand loyalty 2educed <ar!eting Cost@ According to Aa!er a set of customers with brand loyalty reduces the overall mar!eting cost of doing business, he stated that it cost less for retaing the old customers than going for new customers. Aa!er stated that it loyalty of e-isting customers is substantial barrier to competitors. Trade Leverage@ Brand loyalty provides trade leverage. Strong loyalty towards brands li!e Cheerios or Tide will ensure preferred shelf space because stores !now customers will have such brands on their shopping list. Attracting /ew Customers@ A customer base with segment that are satisfied and other that li!e the brand can provide assurance to a prospective customer. A relatively large satisfied customer base provides an image of the brand as an accepted, Successful product which will be able to provide service bac!up and product improvements. Brand awareness can also be gained from the customer base. C-isting customers and dealers will enhance recognition merely by being there. Kriends and colleagues of the users will become aware of the product >ust by seeing it. This will also increase brand recall for products. Time to 2espond to Competitive Threats@

Brand loyalty provides a firm with time to respond to competitive movesE some breathing room. If a competitor develops a superior product, a loyal following will allow the firm time needed for the product improvement to be matched or neutralised. Aa!er '*AA*+ Benefits of Brand Loyalty ' from Aa!er, *AA*+

Creating and enhancing brand loyalty

There are several ways of increasing brand loyalty getting customer to articulate their problems provides an effective mechanism to increase satisfactionNbrand loyalty. Companies can learn to recover from mista!es. 0A good recovery can turn angry, frustrated customer in to loyal ones1, and its possible with CA2C communicate, Ac!nowledge, 2espect and regard, and Cmpathy1 Aa!er '*AA*+ suggested the following rules to the companies in order to enhance brand loyalty. Treat Customer 2ight@ Customers basic e-pectations should be fulfilled by productN service. Stay Close to Customer@ Companies with strong customer cultures find ways to stay close to the customers. the good e-ample of this is IB<, &isney and :orthington Steel all encourage customer contact in their wor!force. <easureNmanage Customer Satisfaction@ 2egular survey of customer satisfactionN dissatisfaction is particularly useful in understanding how customers feel and in ad>usting products and services. Create Switching Costs@ $ne way to do so is to create a solution for a customer problem that may involve redefining the business. Another way is to reward loyalty points program. rovide e-tras@ It is often easy to change customer behaviour from tolerance to enthusiasm >ust by providing a few e-tra une-pected services. A minute on the pillow, an e-planation of a procedure or a sample from a ba!ery can really ma!e good impression. Aa!er '*AA*+

Cnhancing Loyalty ' Aa!er, *AA*+

Brand Image .he Image concept from a hi#torical per#pecti"e

Sigmund Kreud was one of the first to use concept of image. The term image comes from contemporary psychology and means Ma picture in the mind. It must be noted that the image is not limited to visual representation. Kran,en and Bouwman '())*+

/ifferent Perception# of Brand Image

According to :ood Identity and image are the !ey components of branding which are the ones that considered as crucial issues to be achieved in today.s business environment as they create sustainable, differential competitive advantage over the competitors ':ood, ()))+ =otler '*A99+ defines brand image as the opinions of consumers about a specific brand. $n the other hand Aa!er '*AAB+ suggests that brand image is a set of associations, usually organised in some meaningful way <arguiles '*AGG+ identity is the total of all the methods that company uses to ma!e its self recognisable by the members of the community whereas image is how the members of communities perceive the company. =eller'*AA5+ suggests that the image of a brand is created in a consumer.s mind with the "ualities that sNhe perceives about that product. Kran,en and Bouwman'())*+ stated that 0Brand Image is defined as the global total impression of the information related to the brand that is stored in memory and which is shared by members of a culture or subculture1' Kran,en and Bouwman '())*@55*+. Another definition given by Aal!er' *AA*@ *)A+ 0A brand image is a set of associations, usually organised in some meaningful way1. De further says that a brand association is anything lin!ed in memory to a brand. Thus, <c&onald.s could be lin!ed to a character such as 2onald <c&onald 'Aa!er, *AA*+ Another definition about brand image given by '=rishna *AAB+ mentioned in '2omaniu! et al.,())5+ states that 0Brand Image consist of brand perceptions

which can come from a variety of sources these sources includes consumer e-periences, mar!eting communications and or word of mouth, they can consist of descriptive information 'eg. Comes in a blue carton+ benefits 'e.g. will not raise cholesterol+, evaluation of specific aspects of the brand 'e.g provide e-cellent service+ andNor purchaseNconsumption situation 'e.g a treat for the !ids+ 2omaniu! et al., ())5+ S.&avis '())(+ concept of brand image states that Brand image has two components@ the association customers ascribe to the brand and the brand.s persona. &avis mentions that brands association is helpful in understanding various advantages a brand gives to customer by playing a part in their lives. &avis stated that Brand persona is a e-planation of the brand in terms of human characteristics helping out understanding wea!ness and strengths and the better way of positioning it. Brand association is more of a benefits and power boosting approach of brand ' &avid ())(. &avis coated the e-ample of &ove Soap as they claim to have one "uarter cleansing cream which laddered softer s!in into the benefit of being more attractive which seems to be connected to an ultimate human valueE which is love and love is on top of everyone.s emotional benefits list1 ' in &avis ())( @B5+. Schult, '*AAA+ states that brand image is generated through brand association. The consumer relates the brand to other concepts, both favourable and unfavourable &avis also stated that Brand ersona is a set of human characteristics that consumers associate with brand, such as personality, appearance, values, li!es and disli!es, gender, si,e, shape and intelligence which brings brand to life and allow consumers to describe it to others as they would a friend. Kor e-ample the 2alph Lauren persona is classy4 stylish4 comfortable4 family oriented4 cool4 male and female4 fu4 graduate school4 allEAmerican. This ma!es it obvious why this brand has crossed so many boundaries and categories, from paints to furniture to men and women.s fashions to baby clothes. '&avis ())(+ 2alph Lauren.s Brand ;alue yramid ' &avis ()))+ cited in &esign for sisigma for service By =ai Jang '())?+

Chapter 3
0Country and Company introduction1 This chapter gives brief introduction about Servis Shoes Copmany situated in a!istan.:e have discussed briefly about a!istan.s economic condition, its areas of trade and speciali,ation, along with the history and bac! ground of 0SSC1, as what is the company.s profile by means of its their business, number of employees, branches and how wide SSC serves in a!istan.

Introduction f Paki#tan
a!istan came in to being in *A3G and <uhammad Ali %innah was founder of a!istan. The ideology of a!istan was given by Allama <uhammad I"bal and the separation too! place in the year *A3G by British India on the ideology of separate state for <uslims. The first language is 6rdu. a!istan has A?H of <uslims and rest of ?H covers Christian and Dindu. Islamabad is the capital of a!istan, the total area of country is 9)5,A3) s" !m which is slightly less than twice the si,e of California, and the total population is *GB,(3(,A3A, it has all the four seasons and a is well !nown for agriculture. Its is also rich in natural resource li!e etroleum, natural gas .Leather industry is also a ma>or earner of foreign e-change in a!istan and about A)H of leather products in finished form is e-ported. 'The world factboo!, Cited ** $ct ())A+

rgani#ation Bacckground:0
SC2;IS 8roup is amongst a!istan.s most respected and reputed corporate citi,ens. It was *A?9 when SC2;IS came in to being and today it has become a largest footwear retailer manufacturer and e-porting group operating within a!istan and generating about more than =2 *( billion form its overall sales. Currently SC2;IS is operating a large scale networ! of about 3)) retail outlets with ?))) dealers and wholesalers in a!istan.

1roup of Companie#
The Servis 8roup has a rich heritage that spans over half a century and is one of the most respected corporations in the country.

Today the Servis 8roup is a!istanPs largest footwear manufacturer and e-porter with interests in wholesale and retail sectors. :ith a growing portfolio of brands and a nationwide networ! that touches millions of lives everyday, Servis is one of the foremost brand names in the country. The Servis 8roup currently employs close to A))) people in its following 8roup Companies@ Service Industries Limited 'SIL+ Service Sales Corporation rivate Limited 'SSC+ SC2;IS I/&6ST2ICS LI<ITC&'SIL+ Service Industries Limited is a public limited company listed on the stoc! e-changes of a!istan. It has annual revenues of about =2 B Billion 'Q9)m+ and is the largest manufacturer of footwear, tyres 7 tubes for twoEwheelers, and has been the largest footwear e-porter of the country for the last *) years. The company employs more than B,))) people in its facilities located in 8u>rat and <urid!e and e-ports its products primarily to 8ermany, Italy, Krance and the 6=. :ith a strong emphasis on product "uality and innovation, SIL has built both domestic and international recognition of the Company.s products. B$A2& $K &I2CCT$2S'SIL+ <r. Arif Saeed, Chairman <r. Shahid Dussain, Chief C-ecutive <r. <. I>a, Butt, &irector <r. <uhammad A!ram, &irector <r. Dassan %aved, &irector <r. Shahid Dafee, =ardar, &irector <r. 2ia, Ahmed, &irector <r. Rahid Dussain, '2ep. of /IT+

<r. Anis :ahab Ruberi, '2ep. of /IT+ SC2;ICC SALCS C$2 $2ATI$/ 'SSC+ Service Sales Corporation 'SSC+ is a!istan.s premier retailer that has bro!en records and created new benchmar!s in the retail industry. :ith its worldE class retail systems, fiercely dynamic approach to business and energetic team, SSC is today heading towards becoming a regional retail player. SSC have 3 ma>or retail brands Servis Shoes. Shoe lanet. Soul Collection. Servaid SSC ta!es the Servis heritage forward with new retail initiatives and e-pansion into new businesses. In addition to its core business, SSC runs three diversified interests in the form of Servis retail and wholesale. SSC <A/A8C<C/T &irectors'SSC+ Chaudhry Ahmed %aved E Chief C-ecutive <r. $mar Saeed E Chief $perating $fficer <anagement Team@ <r. /aveed A!htar E Country Dead :holesale <r. Aamer <ohsin E Country Dead 2etail $perations <r. Abbas Ali Shira,i E CoEChief <erchant www.servis.com This dissertation covers a research on one of the famous and oldest brand of Servis Sales Corporation 0Servis Shoes1

Servis Shoes is one of the a!istan.s famous shoe brand, offering a range of its own label footwear. Aim of SSC is to provide all customers with the very best value for money and offering them with a best "uality shoes in the whole country and abroad. <a>or brands of Servis Shoes are &on Carlos, Cheetah, Cal,a, Li,a,To,, and S!oo,, all these footwear brands have a huge variety of designs and styles fulfilling needs of every one in a!istan

Chapter % $e#earch (ethodology

The methodological basis of studies is part of this chapter providing the core research philosophies, design, method of sampling and population, and methods of collection of data. Core 2esearch hilosophies@ 0Theories, methodologies cannot be true or false but it can be more or less useful1 'Silverman, *AA3+. &ifferent research philosophy and difference between "ualitative and "uantitative research are also discussed. #uestionnaire and telephonic interview is one of the basic process of collecting data which is highlighted in this chapter. Theories of 2esearch@ The two types of research mentioned by Collis and Dussey '())5+ 0positivist philosophy, in sciences is based on facts and causes and gives little attention to the sub>ective state of the individual1 in other words logical reasoning applied in the frame of ob>ectivity, rigour and precision in the investigation of research problem1 ' Collis and Dussey, ())5+

henomenology@ The phenomenology has e-tensive history in philosophy and sociology. It is describe as 0understanding the social phenomena from actor own perspective, e-amining how world is e-perienced and what people perceive it1 ' atton ())(+. The phenomenological philosophy, on the other hand, has developed out of a criticism of positivism. Babbie '())*+ states that 0phenomenological philosophy focuses on understanding of individuals in terms of their own interpretations of reality, as well as the understanding of society in terms of the meanings that people ascribe to the societal practices in that society1. Social scientists argue that physical science deals with outside ob>ects where as social science deals with action and behaviour generated in human mind. They also mention that interrelationship between investigators and what is investigated was impossible to separate. Therefore it is assumed by Dusserl '*A*5+ that 0we can only !now what we are e-perience1. This research done on SSC is based on positivism approach because it is structural and is not possible to adopt phenomenological approach by going to another country and wor!ing with these companies or observe them.

Approache# to $e#earch:
The main concern which comes to mind before starting a research is that how to collect data. by conducting interview, "uestionnaire or collection of data through observation of from secondary data. Saunders, Lewis, Thornhill , '())5+ presented a very uni"ue research process called M$nion. in which they mentioned layers of research after reali,ing and removing each layer we can find better way to research. diagram 2esearch philosophy The way of thin!ing about how to develop !nowledge effects is the philosophy of research. 2esearch is referred as 0a systematic investigation designed to develop or contribute to generalisable !nowledge1 ';irginia.edu, ())9+.'B+

:e see different views of research process which are ositivism, interpretivism and realism. These three lies in outer layer of $nion <odel and pay an important role in research management.

Po#iti"i#m
ositivism approach was developed by Auguste '*GA9E*9?G+, he emphasised that !nowledge is all about e-planation rather than "uestioning. Collis and Dussey '())5+ believed that 0the study of Duman behaviour should be carry out in the same way as studies conducted in natural science1. 2esearch observatory '())9+, states that ositivists deal with positive facts and observable events and the things which seen, measured and can be counted. 2esearchers choose what to measure, how to measure and the collect data because validity of research is dependent upon your structure of data collection in positivism research, where as the main reason for phenomenological approach is to capture the main essence of phenomena and to the vast data of e-planation and analysis and high validity in this paradigm because ideas are developed from induction of evidence. 'Cthne at al *AA9+. '8ull 7 %ohnson *AAG+ stated that philosophy intention is given to methodology must be structured to ma!e possible reputation and proven observation which lend them to statistical analysis, positivist research must be independent and will not be affected by the sub>ect of research. '2emeny et al, *AA9+

Interpreti"i#m:
It is stated by Saunders, Lewis, Thornhill,' ())5+ that laws in business world is "uiet different from the physical sciences so it is very difficult to wor! on positivism idea in business research, therefore researchers consider the idea which is build socially and is called interpretivism which is the accumulative possible dissimilar interpretation researcher find himself.

$eali#m:

2ealism is defined as an e-ternal force which in social sciences and study of business management that effect people interpretation and behaviour without the awareness that they are affected by some forces. ''Saunders, Lewis, Thornhill, ())5+ stated that realism is a e-isting reality which is independent of human thoughts and beliefs. The !ey characteristic of realism said by Trigg '*A9)+ that it is Mthe notion of ob>ectivity of things being the case, people recognise them or not. Another good definition given by Li!e schloc! '*A9*+ was that what is real is only which may be observed and measured, here version of realism are silenced.

Approach to $e#earch:
According to 'Saunders, Lewis, Thornhill, ())5+ there are two types of research #uantitative and #ualitative. 8houri and 8rounhaug '())?+ said that the difference between #ualitative and #uantitative research is all about procedure instead of "uality. Although a "uantitative research is more formali,ed and structured than "ualitative research and is realistic to use the latter to ma!e optimum utili,ation of time and resources. The "ualitative approach helps to analy,e data inductively.

2uantitati"e:
#uantitative methods provide large number of responses that are suitable for the statistical analysis. This method is used to put to data on the figure and generalise the outcome from the sample to the population. Krom the "uantitative research methods survey method is used in order to classify as well as count the regularity of the identified population 'Collis and Dussey, ())5+. ':right and Crimp, ()))+ states that "uantitative research is carried out to !now how many people have similar characteristics and views .The data that is collected from "uantitative research can be charted, graphed and e-pressed in numerical form and is used to perform comparative analysis.

2ualitati"e
Creswell describe "ualitative research by saying that it is a study of things or people in their natural setting trying to ma!e sense or understand phenomena which people bring to them. In this research data collected by interviewing and observation.'D+ another definition given by 2ain '*A9G+ defining the !ey difference is that 0"uantitative research wor! with many cases and only some variables whereas "ualitative research only uses numerous variables and few cases. Alain, ())B presented a table showing some ma>or "uestions which can influence the choice of an approach =ey areas #6ALITATI;C #6A/TITATI;C roblem Comple-, &iffuse, ambiguous wellEdefined, 6nambiguous #uestioning $penEended Closed $b>ective Identify and define categories that may evolve during the research process Identify and &efine Standard Categories at the outset of the study Sought models Interconnections between a large number of categories@ capturing comple-ity

2elations clearly specified between a limited set of categories@ loo!ing for simplicity 2esearcher 2ole A research Instrument in itself, aware of the self Iinfluence , particular s!ills re"uired to gather data. Avoids biases, no particular s!ills re"uired. C-planation Concerned with inEdepth understanding, hidden layers of meaning Straight and superficial e-planation. Intention A deep understanding of the phenomenon Control of distribution and generali,ation issues. The research is consisted of both #ualitative and #uantitative research. &ata collected via telephonic interview and from "uestionnaires through email, this is because SSC is situated in a!istan and is research is being held from 6nited =ingdom. 2esearch &esign S$62CCS $K &ATA C$LLCCTI$/@ There are two main different types of sources from which data is collected !nown as

Secondary /ata
The data previously available upon which research is conducted for another purpose is called secondary data. Bo>anic et al '())?+ advised that it is better to go through secondary data before collecting data because it information needed can be gained through secondary data or can help in ma!ing decision. Collecting secondary data is ta!es lees time then primary data which

can ta!es wee!s and months for the research process, another advantage of secondary data is that it does not cost as much collection of primary data can. 2obert et al '())?+ mention in the boo! 0The mar!eting research guide1 that some researcher divide secondary data sources into two groups mention below. S Internal data sources S C-ternal data sources Internal secondary data is useful for organisations because it is collected within organisations and is useful for mar!eting and production information. Internal data includes invoice records, sales record, income statement, inventory records, production report and schedules, budgets, and feedbac! reports from distributers etc. $n the other hand e-ternal secondary data is found outside organisation, it is mostly found in libraries, websites, and common guide to secondary data. 2obert et al'())?+ stated that secondary data can also be gained by boo!s, articles related to these topics, associations who provide secondary data on a specific industry, annual reports and trade association reports, etc.

Primary /ata
rimary data is more or less dependent on observation method which is the oldest method and is "uiet common, it reduces the biasness usually occurred in face to face interviews. . rimary data is gathered through $bservational methods and "uestionnaire method This method involves interviews, telephonic interviews, focus group interviews, mail "uestionnaire, door to door interviews and also involves personal interviews. Longenec!er '())B+ stated that 0The <ar!et information gained by firm Conducting the research is primary data1 it is mostly used when the secondary data is not completing the re"uirement of research.

Inter"ie'#:
As stated by '8illham, ()))+ This method is usually used for academic research to obtain information and understanding the issues relevant to

specific "uestion about pro>ect and general aim of pro>ect. It is the fle-ible way of data collection process. There are three types of interviews as mentioned my Saunder et al '())5+ Structured interviews Semi structured interviews. 6nstructured interviews. Structured interviews involves set of structured "uestions li!e when respondent are as!ed about what you li!e to eat the most researcher give him options for e-ample@ ;egetables, Beans or <eat. :hen we tal! about unstructured interview, interviewer do not get very specific in "uestions related to the topic but relevance is still there. Semi structured interview covers some "uestions and of the research topic.

.elephonic Inter"ie'#
The research carried out involves telephonic interviews. As it is mentioned by 2obert et al '())?+ that telephonic interviews are done when information is re"uired from large dispersed population and is re"uired "uic!ly or when there is no need of face to face interaction or it is difficult because of long distance between researcher and interviewers. Telephonic interviews are beneficial as it is easy for both respondent and interviewer to get interacted and share information "uic!ly with relatively low cost. :hen we tal! about disadvantages we face limited scale of "uestions, and long interviews are difficult to manage on telephone.

2ue#tionaire (ethod# of Collecting /ata

This is a very common and effective way to collect data for the research, ;aus, '())(+ e-plain that in this method same set of "uestions are as!ed by many person to reply. Dence it is survey type data collection method, in which person can answer the "uestion and also records their own answer what they perceive. ' =ervin '*AAA+

2ue#tionaire /e#ign

'Churchill *AAA+The research done is e-ploratory study which is consisted of both "uantitative and "ualitative data, due to this nature of research "uestionnaires are designed as semiEstructured. SemiEstructured "uestionnaires natured as they involve predetermined "uestions along with respondent own choice of answers relevant to proposed research. Cmployment of semiEstructured "uestionnaire re"uires the use of closeEended "uestions as well as the openEended ones. In the closeEended "uestions, it is as!ed from respondents to ma!e choices among a set of alternatives, where as openEended "uestions each respondent is left with a choice to give its own opinion which is helpful in collecting factual data'Collis and Dussey, ())5+ 'B+

Sample and Population

Sample defined as 0a selected and chosen group upon which researcher carry out the research1 ':is!er, ())*+ whereas population defined as 0the full set of cases which a sample is ta!en from1 ':is!er, ())*+. It is an e-ploratory research about affective brand management and the branding strategies adapted by one of the largest foot ware company 'SSC+ in a!istan, so for that "uestionnaire sent to the mar!eting department in the head office of SSC which operates an advanced large scale networ! of more than 3)) retail outlets and ())) dealers and wholesalers in a!istan. Saunders et al. '())G+ suggested that 0sampling techni"ues provide a range of methods that enable to reduce the amount of data need to collect by considering only data from subgroup rather than all possible cases or elements1

/ata Analy#i#
The main purpose of this research is to find out how much SSC is successful in creating and adapting brand management, what strategies are adapted by SSC to enhance brand loyalty amongst their customers and what are the various ways SSC created a brand image which give them competitive edge from their rivals analysis also covers various steps ta!en by SSC to create awareness of their brand amongst their target mar!et. The aim of semiE structured "uestionnaire is to obtain inEdepth answers to these perspectives of effective brand management research. In analysing data, "uantifiable data is coded to ma!e it countable.

Chapter 3 )inding and Analy#i#

Introduction The research findings and analysis is divided in to two Stages. Kirst stage carries the brief analysis driven by data collected from <ar!eting and Sales <anagers of SSC' a!istan+ through unstructured "uestionnaire and over telephone that how effectively SSC is managing its brand 'Servis+ and what channels and ways are involved in managing Servis brand effectively , where as second stage comprise of the analysis and findings gathered by data collected through "uestionnaire from consumers of Servis Shoes as why they prefer particular brand.

Stage one 2ue#tionnaire

In the interview with <ar!eting Dead Servis Shoes <r /aimEulEAbd and Area Sales <anager <r Karoo" Ahmed held over telephone, "uestions were as!ed to analyse SSC.s brand building strategies.

Section ne Introduction to Ser"i# by (arketing ,ead

8iving an introduction to company <r /aimEul Abd said that Servis is a!istan.s largest foot wear company having strong business grounds. According to him SSC is a!istan.s premier retailer that has bro!en records and created new benchmar!s in the retail industry. :ith its worldEclass retail systems, fiercely dynamic approach to business and energetic team, SSC is today heading towards becoming a regional retail player. <r /aim also said that with our primary sta!es in footwear sector along with our retail business model, one can say that Servis is primarily a footwear retailer that is venturing into diversifications. Introducing to SSC departments he stated that there are 9 main departments of SSC which includes@ 'Support departments+

*. Kinance (. D2 7 Administration 5. IT 'Core departments+ 3. <ar!eting I responsible for branding and mar!eting for entire organi,ation ?. 2etail $perations I running company operated stores B. :holesale $perations I dealing with independent N unorgani,ed footwear retail mar!et G. <erchandising 'C-ternal+ I building brand partnerships and managing their merchandising these at our retail stores 9. <erchandising 'Internal+ I managing merchandising of internal 0own1 brands of the company Servis today is the mass footwear retail brand that is a hub primarily for internal brands '&on Carlos I men.s footwear, Cheetah I sports, Cal,a I men.s slippers, Li,a I women footwear, T$R I !ids footwear, S=$$R I !ids school shoes+ and is now also aligning with !ey e-ternal brands li!e 6rban Sole, ierre Cardin, and Dush uppies for the care of their customers. The name Servis today has spread in each and every city of a!istan and is also e-porting its footwear to countries abroad. Servis become a brand with the mutual participation of its employees and customers, <r /aim said that a promise is made to our customers to provide them with value products of their need and for fulfilling this promise Servis gained customers loyalty and good reputation of the company. %ust providing customers with value goods was not all, as we also focused on effective mar!eting strategies and the vision of ma!ing Servis a vital brand to have long term relation with are customers and consumers.

Bu#ine## goal#
SSC business goals involve increasing sales figure, wider circle of customers, generating revenue, having competent employees, and growth in profitability percentage. $ur business is our prestige, and we see all these things

interlin!ed with each other so we focus on all these areas, as far as employee si,e is concerned it really is important to us and we hire people with a piece of mind and people with !nowledge and have urge to see! more, this ma!es us a strong team to build our brand and helps gaining increased number of customers which leads sales generating revenue and so on boosting up the profitability percentage.

SSC (arketing Strategie# .arget Audience:

Servis have a very large group which is !nown as its target audience, hence it is divided into groups, the general population carrying all the age groups, genders and classes and secondly the circle of 5))) wholesalers and dealers all over a!istan. To serve and build a strong relation with this huge circle of target audience Servis adopts following branding strategies.

4hat are your 5alue# and belief#6

SSC core values are integrity, comfort, sentiment. Servis Shoes is always a head in providing our customers and consumers their best weather it comes to variety of shoe range with affordable price or customer services of Servis Shoes. <a!ing Servis a well !now brand is always being the first concern, weather its CC$, <ar!eting managers or Area sales manager of the company every individual who is part of Servis is on its toes to perform hisNher part in building brand and giving best and performing his >ob effectively. SSC create its Brand by presenting its target audience a positive image of its brand and by creating awareness and this was all done by practicing all the mar!eting strategies. :ho are your competitorsF :hat differentiates your product from the competitorF $ur main competitor is Bata, but we are far ahead in sales from Bata from the last few years. There are many reasons which differentiate Servis from its competitors. Duge number of shops in country and also have created more strong business relations with our consumers and customers, providing our target audience promotions and competitive price we are now generating ma-imum sales.

Jear on year growth of more than 5)H is a clear e-ample of having competitive edge on our rivals. :e have built our brands more aggressively over the past. :e seem to have a 0brand1 advantage over our competitor. $ther than Bata we are competing with unorgani,ed sector at lower price points and there 0"uality and trust reposed in our brand1 becomes our !ey differentiator. $n the top we are competing with more focused niche retailers or segment specialists. $ur primary differentiator against them is a store that offers good value for money for entire family and doesn.t limit itself to a particular segment, for e-ample men only. :e have not increased our prices in these last ( years as also provided consumer.s variety of latest designs every season in different categories.

Single promi#e to cu#tomer#

Servis promise reliability, providing customers with their basic need the way they want with the assurance of reasonable price, durability and availability. Kor this we have set a certain standard and focusing on brand management of Servis Shoes adapting effective mar!eting strategies which is a way to get our customer circle even wider with gaining customers trust and loyalty.

/i"i#ion of Audience targeting

Servis target audience is divided in two groups. $ne of these two is consumers which are general population and second one is whole sellers and dealers. To loo! after these two groups SSC has made two separate departments. :hole sale and 2etail departments, which serve these two groups individually. 2etail &epartment manage around ?)) Servis outlets all over a!istan, and Servis wholesale department operate *? wholesale business centres currently in business with 5))) dealers.

Product# benefit Con#umer# pro#pecti"e

SSC design every product according to consumer.s perception and up to latest mar!et design and standards. Servis Shoes always consider the choice of people from different regions of a!istan considering the all the four

seasons as in a!istan where ma-imum temperature goes till 39 and when it comes down it goes below the free,ing point. Servis Shoes offer footwear which always fulfil cultural needs of our customers, the durability and comfort matters the most when it come to foot wear, and Servis Shoes is the first one who too! the initiative to introduce 6 sole in a!istan in its huge range of footwear.

4hole#aler#7 /ealer# per#pecti"e

:hen it comes to SSC wholesalers and dealers, it is divided in to different categories li!e A, B and C class. :hole sales business centres loo! after their wholesale dealers and assure that they facilitate their dealers to the highest level. :holesale dealers get huge incentives and promotions. Servis provide dealership to every one and any one lying in a certain criteria and fulfilling certain basic re"uirements to be SSC wholesale dealer with >ust a charge of =2 *),))) which is refundable. It simply means that any one can easily start business with SSC fulfilling easy basic re"uirements. Along with that SSC is the only Shoe company providing their customers all its stoc! at the discount rate of *)H on the wholesale price. This >ust does not finish here Servis provides BH purchase bonus on the completion of every B months business. And one achieving its season targets gets a national holiday tour incentive and on achieving targets per annum dealers receive abroad holiday tour as part of incentive. Servis also compensate all the dealers when ever it reduces is retail price, though dealers gets compensated for the stoc! they bought and still to be sold. SSC also give all its supports in ma!ing and designing offices of their dealers and wholesalers which and refurbish them when re"uired

Creating brand# a'arene##

Servis is today.s most famous brand of a!istan in footwear industry and to achieve this position every department have wor!ed as a team. SSC has always emphasised on mar!eting strategies which gave customers a positive brand image with the awareness of what SSC is selling newly.

Ad"erti#ing
Advertising has always comes first when we tal! about Servis Shoes mar!eting strategy for creating its brand awareness and its been a really successful way of conveying our massage of our brand to our consumers. Kor this Servis advertising budget is =2 *) mil. Television, 2adio, <aga,ines, /ewspapers, Billboards are the main modes for advertising Servis Brands. Advertisement to be on aired on television always gave SSC a very positive response from consumers and customers as all the advertisements carries well !nown personalities of a!istan and li!e players of cric!et, hoc!ey, and s"uash. These advertisements also carry an image of corporate people, ladies and !ids separately. As a!istan held a very strong position in international cric!et and nation follows it as well so famous cric!eters li!e Shahid Afridi, :aseem A!ram, are the brand ambassadors for Servis, where as world champion of s"uash %ansher =han and %agangeer !han is also Servis brand ambassadors.Servis advertisements emboss a very strong influence on consumers perception as Servis specialise in a footwear for every one no matter what ever age and profession is sThe from. Servis speciali,e in ma!ing sports footwear and school shoes apart from providing customers casual and smart shoes, and for letting aware people about their latest designs, reductions in prices, and new comfort features along with newly opened stores advertising channels li!e radio, newspapers, maga,ines and billboards are used. Another effective way of advertisements of new products is the official upEto dated website which is www.servis.com carrying all information about the new arrivals of new designs and range in footwear. Servis well designed retail shops are the living billboards which one can see every where in any and every city of a!istan.

8ob fair#
Krom the last ? years SSC has played a ma>or role in conducting >ob fairs in a!istan, this is not all as SSC have offered hundreds with great >obs and career opportunities.

*n"ironmental Seminar#

SSC created number of environmental seminars and has always paid a huge role in helping and conveying to ma!e environment clean and healthy. SSC has also made huge contributions to help out the victims of the disastrous earth"ua!e in the history a!istan by hiring a medical team and providing them with free medicines to those of victims o! A,ad =ashmir.

Internet marketing
Servis is gaining more positive response since when it has launched all relevant information by consumers prospective on its official website. Servis is not selling online though but provides all it customers with any information they want as far as price and designs and new arrivals a re concerned

Spon#oring Sport# *"ent#

SSC has managed to sponsor many sports events li!e s"uash and hoc!ey championships.

Building loyalty
The success of SSC has derived from its customer.s loyalty4 SSC has always fulfilled its promises by providing its consumers variety of reliable and good priced footwear. As this was not all Servis provided its customers with an e-cellent customer services and have always communicated to its target audience to get feed bac! in order to get more closer to the customers. Assurance of reliability giving customers promotions and reductions in prices and communicating with them through advertisements has made consumers loyal to SSC.

&oyalty building #trategie#

<a!ing long term relation with customers is SSC.s first priority and for these following steps are ta!en to gain brand loyalty Improved store presentationEThis includes wor!ing on interiors and e-teriors and providing a pleasant e-perience to customers so that they return to us. Improved customer services EServis is e-tensively transforming and training its team to develop warm relationship with customers. Servis operate at a wide scale of retail shops which is ?)) in figures all around in different cities of a!istan. Cach retail shop is nicely designed and carries manager with the

team of 3 sales persons. All the employees are well trained and are given proper !nowledge of the footwear designs and si,es. A special attention is being paid to improve customer services of employees. Customer relationship toolsE with our newly launched Cpos in every retail shop of Servis we are also trac!ing customer loyalty and rewarding more fre"uent or behaviourally loyal customers. Large number of romotionsE Servis give number of promotions and discounts to its customers. These romotions are not >ust seasonal or festive promotions inface its goes on throughout a year. Kor e-ample on purchase of school shoes for their children 3th purchase of school shoes is for free. $n buying ( pair of shoes buy 5rd on half prise. 0Sale season1 a customer attracting promotion which gives up to ?)H discounts to customers at the year ends. Senior Citi,ens discounts is one of the promotions Servis provide to their consumers who are B) and above by giving them ()H off for their personal purchase, this is not all as Servis is giving students discount of *)H throughout the year. $n purchase of school shoes a gift of a tennis ball along with a note boo! and pencil. 8iving customers /ew Jear calendars, special Cid greeting card ' Doly festive+, and free pair of soc!s with the purchase of spots articles, these all are promotion which are in practice and along with that we are still focusing on more. Advertisements carrying greeting massages of /ew year, Cid and different occasions by Servis to its target audience through television, maga,ines, newspapers and billboards. 8iving customers discount coupons. SSC give its customers the assurance of its brand reliability, it compensates customers by full refunding and by e-changing for their claims. <a!ing it available everywhere The positive side of our business is that Servis shoes have its retail shops all over the country which is beneficial for consumers by means of availability. :e promise durability and comfort with competitive price. Its has hardly been heard that a customer ever came to Servis outlet and went away with the reason 0out of stoc!1 or saying that you don.t have much outlets. Servis has Ki- prices of its products, it also reduce up to 5)H once an article is one year old. rice reductions EServis strongly follows enetration pricing strategy when it comes to Servis Shoes prices the first thing which came to mind is competitive price. As Servis shoes serves all the classes and every one is its target audience it provide customers with very reasonably priced shoes. Servis

reduces up to 5)H after one year of the product from the time its being launched. Cmployee training and Compensations E0$ur employees are our brand ambassadors1. SSC strongly emphasise on employee training for how to treat customers and consumers in more efficient and better way. SSC strongly believe that trained employees which are believed to be the real asset of the company as their performance is company.s reputation. Servis wholesale business centres is comprised of the team of AS<, S$ and %S$. Cach wholesale business centre of SSC has well trained employees which always helps their customers ' dealersNwholesalers+ in managing their stoc!, providing them with the updates of new arrivals and new launch of seasonal designs and articles. %unior sales officers and Sales officers are given training by the D2 department to help all the dealers and wholesalers by visiting them every wee! and especially new dealers which have >ust entered in to the business with SSC.A continuous training is given to all the employees of 2etail Shops and the %S$ and S$ from wholesale business centres to provide consumers and customers of SSC the best services so that they feel more comfortable doing business with SSC and !eep loyal to Servis products. Cmployees are specially trained to help out new dealers and wholesalers as the start their business with SSC. Cmployees are given full information about the products with the !nowledge of designs and material so that they can guide their customers nice and efficiently.

*mployee Sati#faction
To analy,e the satisfaction level of the employee of SSC a short interview was ta!e by <r Karoo" Ahmed 'AS< Servis Business Centre 2awalpindi+. In this interview he stated that the first thing which is clear in the mind of every employee is the overall strategy SSC and each and every employee of this business centre !nows that he has to perform well to ma!e Servis a famous brand and gain more growth and mar!et share. <r Karoo" stated that his department gets all the support and teamwor! from all the areas of the company he is dependent upon. De stated that the element of encouragement is always there form our country head sales <r /aveed A!hter and have continuous and clear interaction for what is e-pected from me and my team of *G employees Servis business

centre 2awalpindi, in addition to this <r Karoo" said that this is not all as we also get a continuous feedbac! to achieve more and this professionalism has always been a moral boosting factor wor!ing with SSC. SSC strongly emphasi,e on employee satisfaction by rewarding them with incentives and bonuses and handsome salaries. Servis also provide health insurance to all its employees and sponsor the study on one child of an employee. This is not all as employees on achieving their targets and estimates gets holiday tours to different countries once in a year by company.

Stage 2
This section is comprised on the analysis driven through the data collected from consumers of SSC through "uestionnaires. *)) "uestionnaires were distributed to 5 retail shops of Servis Shoes in Islamabad, 2awalpindi and %helum for analysing consumer.s perception about SSC as how successful today SSC is in imposing is positive image of its brands on consumer.s perception. The "uestionnaire also will help, analy,ing level brand awareness and brand loyalty gained by SSC amongst consumers. The "uestionnaire is divided into 5 parts, first part will help in observing the target audience segment by means of gender, age group and profession. Consumer #uestionnaire art $ne 8ender@ 8ender ?9H 3(H <ale Kemale #uestionnaire was answered by ?) people in total and amongst those who responded "uestionnaire ?9H respondents were male where as 3(H consisted of females.

4hat i# your Age

In response to this "uestion it was seen that *BH of the respondents lied in the age group of *?E(), 53H were part of ()E(?, (3H respondent were in (?E 5) years of age and (BH of the respondents were 5)E3) plus.

(aterial Statu#
In response to the "uestion of material status percentage of single respondents were ?(H where as 39H of respondents were married.

4hat i# you Profe##ion6

In answer to the "uestion about the profession 3(H of respondent stated that they are students, *BH were owning a business, ((H were salaried person and ()H involved housewives and retired people.

4hat i# your Income per month6

This "uestion concerns with identifying the income level of the participants. $n the "uestion about the income per month, BH respondent stated that they earn up to *),))) as most of them were students and wor!ing part time. 53H respondent stated that they earn *),))) to (), ))) per month where as *3H respondent earn up (),))) to 5),))). ((H respondent earn up to 5),))) to 3),))). (3H and about (3H respondent of the total said they earn more than 3),))) per month.

,o' often do you buy #hoe# 6

In response to this "uestion a ma>ority of respondent said they buy shoes twice a year and they were 3BH out of all, where as ((H of the respondents said that they but shoes three times in a year. *BH of the respondents replied that they buy once in a year and 3H said it depends on the occasions and lied in the category of others.

Buying of foot'ear in a year

*(H ((H

3BH *BH 3H 3 times a year 5 times a year ( times a year once a year other

Are you familiar of Ser"i# brand6

The relationship between perceived "uality and brand awareness has been well identified by Rimmermann et al. '())*+. It is suggested that familiarity with products or services increase the willingness towards buying these products and increased awareness increase the perceived "uality In response to this "uestion it is found that all the respondents were aware of Servis brand and which gave the percentage of *))H for the awareness of Servis brand.

4hich indu#try did Ser"i# engage in6

In response to this "uestion every respondent mar!ed the option of footwear which shows that awareness of the business of Servis amongst people is *))H

/o you buy Ser"i# #hoe#6

In response to this "uestion 9GH of the respondents said that they purchase from Servis shoes whereas *5H stated they do not purchase shoes from Servis.

If you do not choo#e Ser"i# Shoe# 'hy6

In response to this "uestion many different answers were received most of them said that they are not happy with the designs of Servis therefore they do not purchase Servis footwear. Kew of the respondents mentioned that they prefer buying Adidas, /i!e and 2eebo! because they are more style oriented which showed there deep interest and attachment to these brands.

)rom abo"e 9ue#tion: 4hy do you buy Shoe# from Ser"i#6

Brand association indicates what a brand is lin!ed in the memory of consumers and provides positive feelings that lead to the purchase of a product 'Aa!er, *AA*+ and therefore create differential advantages over the competitors '2io et al., ())*+In response to this "uestion (BH of the respondent showed their interest in choosing design of Servis shoes, 55H of the people preferred Servis shoes by its "uality and 3*H of the respondent said that they choose Servis shoes because of reasonable prices.

,o' often do you #hop at Ser"i# Shoe# Store#6

The use of a company.s product indicates mar!et penetration and may suggest brand loyalty with repeated purchases 'Rimmermann et al., ())*+. In response to this "uestion 35H respondents stated that they buy footwear atEleast ( time a year, second big percentage of 5AH is of those respondents who said that they buy once a year from Servis Shoe outlet and *9H people were those who said that they go about three times in year to purchase Servis footwear.

4here did you heard of Ser"i# Shoe#6

In response to this "uestion ma>ority of the respondents said that they are much familiar with advertisements of Servis on television, about G3H respondent said that they came to !new about Servis from television.3H people said that they heard of Servis advertisements on 2adio whereas *)H stated that through maga,ines they got aware of Servis Shoes, and *(H of the respondents said that they came to !new about billboards and newspapers.

4hat i# you le"el of #ati#faction 'ith Ser"i# Shoe#6

In answer to this "uestion B(H consumers stated that they are more or less satisfied whit Servis Shoes and about 59H of the respondents stated that they are completely satisfied with Servis brands.

,o' much do you #pend on the purcha#e from Ser"i# Shoe# 6

The percentage driven from the number of replies shows that most of the consumers buy with in 2s(*)) which is much of a reasonable amount to spent when we tal! about a purchase of footwear in a!istan. About *(H of the consumers spent up to 2s 5()) on the purchase of footwear from Servis shoes. 3BH buyers stays within the figure of 2s *))) which shows that Servis provides number of shoes to its target mar!et with their choice and at reasonable price.

4hich pricing cla## doe# Ser"i# Shoe# belong to 6

Answering to this "uestion G9H respondents mentioned that pricing strategy of Servis Shoes covers middle class where as *3H said that it is offers its products to low pricing class and 9H related it to high price class.

4hich Brand of Ser"i# you prefer the mo#t6

In response to this "uestion is was seen that all the brand of Servis Shoes are preferred by its consumers. 5(H of the respondent li!ed wearing casual footwear by Servis, ((H gave their response for smartNdress shoes, another big group of respondent preferred sports shoes by Servis and last but not the least ()H respondent choose children footwear by Servis.

/o you think Ser"i# Shoe# pro"ide# cu#tomer# 'ith "erity of de#ign#6

In answer to this "uestion B(H respondents showed their satisfaction about the designs manufactured by Servis Shoes, and 59H did not agreed on verity of latest designed provided by Servis.

Compare 'ith other #hoe #tore#: 'ould you #ay that the 9uality of #er"ice# you recei"e from Ser"i# Shoe# i#6

Answering this "uestion B3H of the respondents said that they are much satisfied with the services given to them when they shop at Servis Shoes stores. ()H respondents rated it as fair and *BH of the respondents said that it.s the same.

/o you think Ser"i# Shoe# promotion# are effecti"e for you6

In answer to this "uestion *?H of the respondent said that they are much satisfied with the promotions given to the consumers. B(H of the respondents said that they are somewhat satisfied, whereas *AH said that they are not satisfied with the promotions give to the consumers. In this "uestion 3H showed complete dissatisfaction for the promotions given by Servis Shoes.

4hich Ad"erti#ement you or your family like the mo#t by Ser"i#6 4hy6
In response to this "uestion most of the respondents too! the name of the cric!et heroes li!e Shahid Afridi and :aseem A!ram and said we see them in Servis advertisements so we li!e them. Kew respondents mentioned that their children li!e to watch the add of Servis 0Bac! to School1 because it says n the purchase of school shoes and get tennis ball with the signature of cric!et stars. In the list advertisements by Servis &on Carlos and Cid ' Doly Kestive+ advertisements were also mentioned by the respondents.

4hen Ser"i# relea#e late#t de#ign of foot'ear to market: 'ill you hurry to buy it6
In answer to this "uestion 3)H of the respondents said that they probably would go to buy new footwear launch by Servis, where as 53H showed their deep interest in going to buy latest designs launched by Servis, (BH said that maybe they will might not.

Are you 'illing to #pend more on the purcha#e of Ser"i# Shoe#6

In response to the "uestion from the consumers of Servis products about their will to spend more 3BH of the consumers said definitely not where as 59H

respondents said they are not sure about it. *BH people answered that they might can spend more on the purchase of Servis footwear.

If you had the opportunity : ho' likely 'ould you be to recommend the Ser"i# Shoe# to a friend or a relati"e6
In response to this "uestion B3H of the respondents said that they definitely will recommend Servis brand to others, 5(H respondent showed a positive attitude in telling their friends and relatives about Servis brand and 3H respondent said they might will.

Summary:
In this chapter researcher discussed the findings of the mar!eting strategies adopted by SSC to have effective brand management followed by response and involvement of consumers to Servis brand as shown by pie charts. The "uestionnaire of both interviews is attached in appendi-. The following chapter covers the results and findings in the light of interviews and "uestionnaire with literature.

Conclu#ion
This chapter carries the conclusion of the above research, finding and analysis with the comparison of literature. The research was conducted to analyse the mar!eting strategies of Servis Sales Corporation a!istan leading to effective brand management. To !now what steps SSC has ta!en to manage their brand and created a positive image amongst their target mar!et, interview was ta!en by mar!eting head of SSC, where as to find out consumer behaviour towards Servis brand, analysis was done by interviewing *)) individuals through "uestionnaires and responses are shown above in the form of pie charts. The result shows that SSC has made very strong grounds and have managed its brand Servis very efficiently and efficiently in the mar!et. <ar!eting strategies carried out by Servis Sales Corporation are much effective and the company truly have added value to its products for their consumers. Servis brands are for all the age group, gender and classes and people from every profession of life at a fi- and low price. The main thing which has come to attention during this research is that Servis is trying hard to get as much as

mar!et share as possible and for this the enetration Strategy is adopted by SSC. It is found that Servis have the biggest mar!et share in footwear and millions of people are the consumer of Servis brands. These consumers showed repeat buying behaviour towards Servis brands saying that they buy appro-imately 5 timesN year from Servis shoes weather this purchase is for their own or for a family member. Larger number of customers stated that the reason of their purchase is the low price and "uality of the shoes. It has also been seen from the feedbac! of consumers that all the products of Servis are e"ually famous and up to certain standards, and due to that every individual shops at Servis Shoes stores buy Servis footwear with the confidence of buying footwear of their own choice. Servis has created its awareness effectively by number of different ways which involves Advertising through television, radio, maga,ines, and newspapers apart from that creating awareness by conducting >ob fairs, environmental seminars and sponsoring sports events differentiates Servis from its competitors. Servis have managed to create it awareness very well amongst its audience, for this they have made sports stars of a!istan their brand ambassadors. Advertising has been a ma>or mode by which Servis successfully has managed to made such a positive influence on consumer perception that the can recall it whenever they are as!ed about Servis brand. <ost of the consumers mentioned that they li!e to watch their favourite a!istani sports stars li!e Shahid Afridi and :aseem A!ram in the advertisements on television. 2esponses in the "uestionnaires from consumers clearly show that large number of respondent has attachment to the Servis brand. To gain brand loyalty of the customers Servis has offered number of promotions and discounts to its consumers. Servis mar!et it products with large number of promotions which is much appealing to its target mar!et comprised of all the gender, age group and professions. :eather it is a school shoe, party wear, sports wear or casual wear, every individual gets number of promotions throughout a year. C-ample of this is the discounts given to students and old age people' B) and over+, also giving promotions on school shoes and sports wear.

The diversity of Servis products is appreciated by the respondent in the "uestionnaire4 people believe that Servis provide latest designs along with reasonable price and "uality. <a>ority of the consumers spend up to =2 *))) to ())) on their purchase from Servis shoes. SSC has shown its deep concern with the customer service and have managed to gain well repute in providing e-cellent customer service. Servis has launched Cpos technology which results in better customer service with ta!ing less time to serve consumers efficiently. In a "uestion as!ed to the consumers about the customer service of SSC *))H satisfaction resulted from their feedbac!. Its has also been observed that Servis has emphasi,ed also on e-tending its number of retail shops which resulted in positive affect of availability of Servis roducts everywhere. SSC truly belief that the position they have gained is not by >ust ma!ing a product and sending it to mar!et, it is all because of their employees and their hard wor! and devotion in ma!ing Servis a famous brand in the region. Cmployees of SSC seem much satisfied with their >obs and are completely aware of business strategy of the business SSC is dealing with. In interview with one of the manager of Sales <r Karoo" Ahmed, its was analy,ed that company pay proper attention to its departments by providing them with all the support, interaction and feedbac!. This is not all as Servis provides its employees with huge number of employee benefits resulting in >ob satisfaction. &ue to all these reasons every employee is on its toes to ma!e his contribution in ma!ing Servis a brand which people get attached to. Sales staff has managed to gain 5))) dealers which has been doing good business with them and shows complete confidence in the company. $verall brand image gives idea about how consumers picture a company in their minds '=eller, *AA5+. Consumers of Servis brands stated that they will surely recommend to purchace from Servis brands to their family members and relatives which shows that Servis has gained the confidence and a positive brand image amongst consumers as they now mar!eting Servis products by the word of mouth. =eller, =. L. '*AA5+ 0Conceptualising, measuring and managing customerE based brand e"uity1, %ournal of <ar!eting, ;ol. ?G, /o. *, pp. *E((.

'Brands and Branding By 2ita Clifton, %ohn Simmons, Sameena Ahmad ())3 4*5+. '8lobal mar!eting and advertising By <arie!e =. de <ooi> ())?@ AB+ 1'www.thebrandconsultancy.com ' Dow brands become icons By &ouglas B. Dolt ())3 4 p *3A+ 'Brand Leadership By &avid A. Aa!er, Crich %oachimsthaler+ '=otler, . '())5+ <ar!eting <anagement 'International Cd.+, /ew %ersey@ rentice Dall+ Le la, %.K.4 &avis, S.;. and ar!er, L.<. '())5+ Brand &riven@ The 2oute to Integrated Branding through 8reat Leadership, London@ =ogan =apferer, %E/. '*AAG+ Strategic Brand <anagement@ Creating and Sustaining Brand C"uity Long Term, London@ =ogan age ?B 2owley, %. '*AAG+ 0<anaging branding and corporate image for library and information services1, Library 2eview, ;ol. 3B, /o. 3, pp. (33E(?) <ar!eting and the bottom line By Tim Ambler'())(49(+ &avis, S.<. '())(+ Brand Asset <anagement@ &riving rofitable 8rowth through Jour Brands, San Krancisco@ %osseyEBass /o space, no choice, no >obs, no logo By /aomi =lein '())) @*3?+ Brand Asset <anagement@ &riving rofitable 8rowth Through Jour Brands, by Scott <. &avis '())(+ Aa!er, &. A. '*AA*+ <anaging Brand C"uity, /ew Jor!@ <a-well <acmillan International Integrated branding By K. %oseph Le la, Lynn <. ar!er '())( @ 5+ Aa!er, &.A. '*AA9+ Strategic <ar!et <anagement '?th Cd.+, /ew Jor!@ %ohn :iley 7 Sons <easuring the effectiveness of image and lin!age advertising By Arch 8. :oodside '*AAB 4 59+

Daley, 2.I. and Case, .B. '*AGA+ 0Testing thirteen attitude scales for agreement and brand discrimination1, %ournal of <ar!eting, ;ol. 35, /o. 5, pp. ()E5( Dolden, S.%.S. and Lut,, 2.%. '*AA(+ 0As! not what the brand can evo!e@ as! what can evo!e the brandF1, cited in@ Sherry, %r, %.K. and Sternthal, B. '*AA(+ Advances in Consumer 2esearch, rovo@ Association of Consumer 2esearch . Copeland, <.T. '*A(5+ 02elation of Consumers Buying Dabits to <ar!eting <ethods1, Darvard Business 2eview, ;ol. *, Issue April, pp. (9(E(9A The ne-t economy By Clliott Cttenberg, /etLibrary, Inc '())* 453+ ' %ocoby and Chestnut, *AG9, in 2elationship mar!eting By Thorsten DennigE Thurau, 6rsula Dansen '())) 4GG+ C-ploring direct and relationship mar!eting By <artin Cvans, Lisa $P<alley, <aurice atterson '())3+ A Case Analysis E C-ploring Customer Attitudes on B<: By <arion <aguire'())G@**+ &all.$lmo 2iley, K.4 Chrenberg, A.S.C.4 Castleberry, S.B.4 Barwise, T. . and Barnard, /.2. '*AAG+ 0The ;ariability of Attitudinal 2epeatE2ates1, International %ournal of 2esearch in <ar!eting, /o. *3, pp. 35GE3?) 2othschild, <.L. '*A9G+ Advertising I Krom Kundamentals to Strategies, Toronto@ &.C. Death Co &e!impe, <.8.4 %anEBenedict C.<.4 Steen!amp, <.<., and iet ;.A. '*AAG+ 0&ecline and ;ariability in Brand Loyalty1, International %ournal of 2esearch in <ar!eting, ;ol. *3, /o. ?, pp. 3)?E3() Strategic brand management By 2ichard Clliott, Larry ercy '())G 4 A*+ &ic!, A.S. and Basu, =. '*AA3+ 0Customer Loyalty@ Towards an Integrated Kramewor!1, %ournal of the Academy of <ar!eting Science, ;ol. ((, Issue (, pp. AAE**5 #uester, . and Lim, A.L. '())5+ 0 roduct involvementNbrand loyalty@ is there a lin!F1, %ournal of roduct 7 Brand <anagement, ;ol. *(, /o.*, pp. ((E59

International <ar!eting %ournal 2eviving brand loyalty@ A reconceptuali,ation within the framewor! of consumerEbrand relationships by Kournier, S., Jao, %. '*AAG+, Cmotion and reason in consumer behaviorBy Ar>un Chaudhuri '())B+ International %ournal of Sport <anagement and <ar!eting by =evin Kilo , &aniel C. Kun!, =ostas Ale-andris ())9 E 'Service operations managementcBy 2obert %ohnston, 8raham Clar! ())9 p 355+ Kraan,en, 8. and Bouwman, < '())*+ The <antal :ords of Brands, :orld Advert 2es Centre. :ood, L. '()))+ 0Brands and Brand C"uity@ &efinition and <anagement1, <anagement &ecision, ;ol. 59, Issue A, pp. BB( I BBA =otler, . '*A99+ <ar!eting <anagement@ Analysis, lanning, Implementation and Control, London@ renticeED Aa!er, &. A. '*AAB+ Building Strong Brands, /ew Jor!@ The Kree ress <arguiles, :. . '*AGG+ 0<a!e the most of your corporate identity1, Darvard Business 2eview, ;ol. ??, /o. 3, pp. B*EGG =eller, =. L. '*AA5+ 0Conceptualising, measuring and managing customerE based brand e"uity1, %ournal of <ar!eting, ;ol. ?G, /o. *, pp. *E(( '2omaniu!, %enni, Sharp, Byron +<easuring brand perceptions@ Testing "uantity and "uality, %ournal of Targeting, <easurement and Analysis for <ar!eting, ;olume **, /umber 5, * %anuary ())5 , pp. (*9E((A'*(+ &avis, S.<. '())(+ Brand Asset <anagement@ &riving rofitable 8rowth through Jour Brands, San Krancisco@ %osseyEBass Please note: The above dissertation snippet was written by a student and then submitted to us to display and help others. Than!s to all the students who have submitted their wor! to us. To see more dissertations, clic! here.

2ead more@ [email protected]!dissertations.comNdissertationsNmar!etingNbrandE awarenessEloyalty.phpUi-,,(/amomS6h