An Evaluation Based Promotional Strategi PDF

ELK ASIA PACIFIC JOURNAL OF MARKETING & RETAIL MANAGEMENT
ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)
www.elkjournals.com
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An Evaluation Based Promotional strategies of a Multi-Organizational

company of Bangladesh: Apex Footwear Ltd.
Shoumik Rahman Mehedy
Department of Electrical and Computer Engineering,
North South University, Dhaka, Bangladesh
[email protected]
Abstract
In this paper the measurement of effectiveness of the promotional strategies has been adopted by
Apex footwear ltd, Bangladesh. Also more work like identifying the key promotional tools used by
Apex, Evaluating the effective strategy for promotion of apex footwear from the customer point of
view has also been shown. This report is quantitative research in nature. The Data that has been
used to modify the integrity of the paper has been collected by different sources. Some of them are
primary sources of information from websites, blogs and the main part of the data is from survey
to the customers of Apex. In short, the primary structured data has been made for the open
evaluation method. This paper demonstrates the theoretical framework to show a plain description
like promotional strategies through marketing, customer relationships, brand evaluation. The last
part of the paper shows the complete prototype of the dataset that has been successfully used to
examine the facts which appeared step by step.
Keyword: Promotional Strategy; Marketing, Advertising, Customer Relation, Data Analysis.
1. INTRODUCATION have started as the public listed company in

The main focus of the paper is “Measuring 1993 with the help of Italian technical
the effectiveness of the promotional strategy. Since, Apex promised to deliver the
Strategies of Apex Footwear Limited”. AFL best product with minimum price and best
is a leading shoe manufacturing company in quality, which helps them to retain more
Bangladesh and they also have 191 customers. The major concern of this
showrooms and 380 retail outlets all over the company is to produce trendy and stylish
country and 5860 employees. In the last year shoe, sandals for women men and also for the
they earned revenues 145 million USD. They children. The main focus on this study is the
1
measuring the effectiveness of the data to conduct the research program

promotional strategies that is applied by the authentically. A model questionnaire is
Apex to attract their customers and creating developed to elicit essential data. The
awareness among the people that Apex Questionnaire is structured in nature. The
footwear is superior to the others. In this questionnaire is developed based on Yes/No
study, primary information is collected from and Likert Scale method. In this report, the
the survey to the customers of Apex in sampling unit is Apex footwear users. I have
Mirpur zone. However, some data also collected data from Mirpur zone. Non-
collected from the blog, website of Apex, probability convenience sampling method
published research. From this analysis I find will be used. Sample size is 100. The data that
out that Apex footwear advertisement quality was needed for this project was not easily
is good, creative and able to attract target accessible. There can be some limitations of
customer but their online and social media access to information, which are strictly
advertisement is not good enough to catch the confidential for the company.
attention of customer. So, apex footwear Secondary Sources
should improve their online and social media  Books and articles on marketing and
advertisement quality. Apex footwear’s new promotion
promotional offers, price, sales discount  Company website
offers encourage customer to buy their
 Annual reports
product but their cash back offer and online
 Various websites
promotional activities is not attractive for the
Data Analysis Techniques
customer. So, apex footwear should develop
 Excel software is used to analyze data
more cash back offer and increase their
 Different Graphs, Tables, Charts and
online promotional activities. Apex footwear
others instruments is used to make
ltd. is also used personal selling strategy.
presentable the research results
2. METHODOLOGY
(Findings).
The paper’s study is descriptive. Structured
questioner is designed to collect primary 3. THEORETICAL FRAMEWORK
data. This paper is quantitative research in
3.1 Promotion
nature. More emphasis is given on primary
2
Promotion defines specific communications Visual matterial type marketing that is tend to
that is strategically built for targeting the convence the audience mentally or
audience connected with related emotionally. Sometimes it is distributed by
perspectives, brand, issues and product. Out manpower or sometimes through technology
of 4 P’s of marketing i.e. product, price, (TV, Radio) or sometimes both. Advertising
place, and promotion, the most important role identify its target either tangible or intangible
is of 4th P i.e. promotion. way [1]. No need to say that it is linked with
3.2 Marketing into promotion vast sphere of communications. Through the
A well-designed promotion mix is extremely Advertising consumptions of the goods is
crucial for brand building and positioning. In expected to get higher. It is often named as a
fact, communication or promotional mix is at pull strategy. All it happened by the supply
the center stage in brand positioning and chain of demand. [2]
Brand building activities.
Effective Advertising Decisions
The promotional mix or marketing
communication helps marketers to attract,  Target the audience.
persuade, urge and remind customers of the  Get a proper advertising objective
company’s brand. Effective promotions  Get a fixed and effective budget.
prove helpful in product differentiation and  Give a proper message which refer
also help to counter competition. the identity of the product.
3.3 Promotional Elements  Proper media coverage like adds in
Saying accurately, there are 5 elements of the bottom line of the news feed,
promotional strategy. The components are marketing through Social networking
likely to be: Advertising, Sale promotion, sites.
Personal selling, direct marketing, Public Types of advertisement mediums of
relations. Each and every individual element advertising
have a profound effect on different situations
 Newspapers
and conditions.
 Television
A. ADVERTISING:  Radio
 Magazines
 Direct mail
3
 Outdoor advertisings.  To generate consumer interest, this

 Crowdsourcing should lead to trial.
 Increase the rate of purchase.
B. Sales promotion:
 Generate inquiries from the target.
Just as Advertising is known as ‘‘Pull’’
Trade promotion:
strategy, Sales Promotion is known as
‘‘Push’’ strategy. ‘’Push’’ is like grabbing Trade promotion only happens in retails
the product and take it to the direct customer between two people or partners. The main
by any kind of sources. Just make sure that objective of TP is Getting more and more
the customer who is getting the product is public attractions and raise the demand for
aware of the good and its quality [3]. ‘’Pull’’ products to the consumers or customers. TP
is one kind of motivational strategy. The enlarges the market segmentation and help
company is convincing the customer to come the company stay competitive in the business
to see their products. field [5]. Other objectives are:
Elements in the Sales Promotion  Encouraging trade to invest built

inventory.
Consumer promotion:
 Conquer the World wide distribution
It is happening as a key strategy from the management of the goods.
beginning even by a person who is less
Business and sales promotion:
educated. The promotion directly targets the
customer such as any bonus offer on every It includes trades shows and conventions,
purchase of the selective item, a fixed rate of contents for sales promotion representatives
price reduction for a specific amount of time and for special advertising. Although sales
or having any kinds of free sample to attract promotion tools are highly divers but they all
the customer and marketing the product [4]. offer three distinctive benefits:
The objective behind the several Consumer  Communication

promotion programs of different  Incentive
organizations is:  Invitation.
C. PERSONAL SELLING:
4
The most common territory of business. People are likely to see variety in their life.
Personal Selling is face to face interactions Different appearance will surely catch their
with the customer. The seller distributes and attentions. [7]
sell their goods by their own appearance,
Various forms of direct marketing:
sophisticated behavior, attractive glamour
through communication and by the reflection  Direct mail
of their personality. The main objective is  Telemarketing
selling the product or at least have a free trial  Email Marketing
by which company mainly sells their goods  Couponing
[6]. Advantages of personal selling:  Direct response television marketing
 Attention grasps a big portion of E. PUBLIC RELATIONS:

human psychology. When a person
PR concept is really huge. But typically
interacts with customer with full
saying, it is the exercise of maintaining
attention and importance, the
relations between customers and the
customer feels special and mentally
enterprises/ organizations. It is mainly the
pleased.
unique strategy to maintain coverage
 By Showing the full demonstration to
between customer and organization without
the customers about the product, the
having other marketing policy or
customer can compare the product
advertisement [8]. The main objective is
with others and thus he/she feels more
clear: ‘‘you are our valuable asset and we are
satisfaction.
heading forward by a strong bonding with
you’’.
D. DIRECT MARKETING:
BENIFITS
Direct Marketing is a direct customer
 Convincing the customers that they
interaction technique where they are notified
are the specialist about the product
by various types of tools like text messages,
and you are with the right thing.
email, online marketing, social networking
sites etc. It happens by the industrial
revolution and technology expansions.
5
 Let everyone know about the have strived to live up to our name. (Ref
company’s policy and customers Table- 1)
refers other to have the product too.
 Grasping the market. 4.2 Shareholding position (Ref Table- 2)
4. COMPANY OVERVIEW 4.3 Vision

“Honest Growth”
4.1 Background of the Company
Apex Footwear Limited (AFL) is a leading 4.4 Mission

manufacturer and exporter of leather
Promised to have a sustainable growth.
footwear from Bangladesh to major shoe
Creating good values among the customers
retailers in Western Europe, North America,
and distribute the best product. Maintaining a
& Japan.
good compliance record with best standards
The company has revenues of USD 145
by being a responsible citizen.
million in 2015. Apex Footwear Limited,
Unit-2 (Gallery Apex) is the local 4.5 Company Details
manufacturing and retail wing of Apex Official Name: APEX FOOTWEAR
Footwear Limited (AFL). While AFL has LIMITED (AFL)
predominantly earned both critical and Type of Company: Public Limited
commercial fame through export of high Company
quality leather footwear in the international Date of Commencement of Business:
arena. With 191 own retail outlets and 380 January 04, 1990, as APEX
authorized resellers, AFL ensures nationwide FOOTWEAR LIMITED.
coverage of its diverse range of footwear for Name Changed December 27, 2006 to:
its consumers. [14] APEX ADELCHI FOOTWEAR
Through its nine in-house brands, namely LIMITED (Ref table- 3)
Venturini, Apex Men’s, Sprint, Maverick,
Auditors
Moochie, Nino Rossi, Sandra Rosa, twinkler,
M.J. Abedin & Co.
& School Smart. AFL carries a huge
Chartered Accountants
selection of shoes and sandals. “APEX”
means the peak or the zenith since 1975 we Tax Adviser
6
Md. Manzoor-ul Alam, FCA 4.6 Marketing Department

Partner, M J Abedin & Co. Chartered
Marketing department is also effective at
Accountants
their working activities. There are some
Legal Adviser works those marketing departments always
Muhammad Mohsen Rashid & Associates do:
Advocate, Supreme Court of Bangladesh
 Training & development
Syed Istiaq Ahmed & Associates  Market expansion
Advocate, Supreme Court of Bangladesh  Sales Promotion
Bankers  In-store Promotion

 Merchandise Analysis
 Janata Bank Limited
 Market Research
 Bank Asia Limited
 Brand Development
 Standard Chartered
 Corporate Branding
 The City Bank Limited
4.7 Wholesales Department
 Bank Al-falah Limited
Wholesales department of AFL is headed by
 Shah Jalal Islami Bank Limited
DGM Wholesale. Under this department
 Dhaka Bank Limited
there are 10 wholesale depot all over the
 Mercantile Bank Limited
country from where the registered 380 dealer
 State Bank of India
or re-sellers collects their products & sale to
Registered Office the consumers
4.8 Current Market Situation

 House No. 06, Road No. 137 Block -
SE (D), Gulshan-1 Dhaka-1212, Currently AFL is the leading exporter of
Bangladesh leather goods of our country. AFL also the
 Email: [email protected] current market challenger in local shoe
industry. Currently AFL has 380 RSD &
Factory
WSD along with 191 own retail- store. Every
Chandra, P.S. Kaliakoir Dist. Gazipur
year AFL reinvests minimum 50 million Tk
Bangladesh
7
for developing their products.  Region

4.9 Market share of shoe companies 4.11 Consumer Profile of AFL
In above table shows the consumer profile of
In above figure shows the domestic market
AFL, where the market mainly segmented on
share of shoe companies. Where, if we
the basis of age, social class, & region. In
consider single company Bata has 34%( app.)
case of age for men’s & ladies the young
market share & AFL has 16 %( app.) market
generations get priority & for kids 1-15 years.
share, Orion has 5% (app.) market share &
In case of Social class upper class to middle
Bay Emporium has 3% (app.) market share.
class consumers get priority. & when
& rest of all other companies has aggregated
consider region see mainly urban areas
total 42 % (app.) market share. (Ref Figure-
consumers get priority. (Ref Table- 4)
1)
4.10 Market Segment

4.12 Products & Brands
Market segment defines a group of
Products
customers who share a similar set of needs &
Since the start of the retailing business, in
wants. Rather than creating the segments, the
1990, Apex Footwear Ltd. gotten a striking
marketer’s task is to identify them & decide
reaction from the neighborhood advertise
which one(s) to target. Segment marketing
which spurred the organization to extend
offers key benefits over mass marketing. The
throughout the years. Today, the organization
company can often better design, price,
offers the neighborhood customers of
disclose, & deliver the product & also can
Bangladesh a considerably more extensive
fine-tune the marketing program & activities
scope of items than previously. A large
to better reflect competitors’ marketing.
portion of the items that are offered in the
There are some factors which need to
nearby market by Apex Footwear Ltd. are
consider for market segment:
generally not the same as the ones that are
 Company Size
sent out, particularly as far as plan and
 Nature of Product
material. The purpose for this is the diverse
 Age & lifestyle
atmosphere, culture and the request of the
 Social Class
purchasers of neighborhood and outside
 Income
8
business sectors. APL offers women open  Reliability

shoe to take care of the demand of the nearby
Venturini:
market which, then again isn't sent out as it
One of the Most elegant and bestselling
would not fulfill the essence of outside
brands of APL.
purchasers. Consequently, the item
Features:
advancement unit of Apex Footwear Ltd. is
persistently attempting to create items in light In line with the expectations of the target
of the requirements and needs of the nearby group, Venturini aims to provide a distinct set
customers. [15] of tangible and intangible benefits such as:
 Exclusive saddle and trims

The table below shows the range of products
 Limited editions 23
of Apex Footwear Ltd. that are offered in the
 Finest quality leather
local market of Bangladesh. (Ref Table- 5)
Sprint
4.13 Brands of AFL
Sprint is the youth brand of Gallery Apex.
Brands for Men’s:
Sprint comes in two different categories-
Apex Men’s:
sports & lifestyle.
Apex Men’s is the primary brand of Gallery
Apex. In fact, Gallery Apex started its Features:
journey with this brand, back in the early  Lightweight materials
90’s. Apex Men’s is still the preferred  Shock absorbing sole
footwear brand for everyone from college  Stylish, incorporating the latest trends
goers to professionals across the nation.  Association with active city life
Features: Maverick
The “Original” aims to provide a set of Unique, trend-breaking designs combined
relevant benefits to its valued consumers; with International standard craftsmanship

and materials, Maverick seeks to be the
 Classic designs
definitive casual brand in the country.
 Durable stitching
Ranging from finely crafted moccasins to
 High quality leather
9
rugged outdoor boots, Maverick offers the

corporate explorer the perfect choice of Nino Rossi:
footwear with over 30 new designs. A very selective brand for fashion sensitive
persons. Very fashionable and stylish.
Features:
Features:
 The casual range boasts of shoes
 Frequent change in the wide range of
made from Full Grain and exotic
designs
 Oil Pull-up Leather.
 Fashion at an affordable price
 These truly world class shoes also
sport durable TPR outsoles which  Reflection of contemporary local
ensure trends
 a firm footing in all conditions  Offers heels, wedge-heels and flats
 EVA heel cup and fabric lining
Sandra Rosa:
featured in Maverick provides
Sandra Rosa is a youth-oriented style for
superior
teenage girls. These brands are preferable for
 comfort & Keeps the wearer’s feet
Young girls.
cool even during the hot summer
Features:
months
 Wide color ranges
Brands for ladies:
 Comfortable all-day wear
Moochie:  Trendy design
It is a selective brand for woman. Moochie  Affordable
features some glossy, elegant design for Brands for Kids:
women. School Smart:
Features: Smart, tough, comfortable and stylish design.
 Limited Edition It is mainly made for school going kids who
 Exclusive Design are very much active. This brand can bear any
 Finest Quality Materials kinds of pressure with no problem.
 Perfect party wear Features:
 Reflects the global fashion trends
10
1. For whom: Health conscious school Radio is a pervasive medium for advertising.
going boys and girls who seek to Radio is a particularly effective medium in
2. portray a stylish image at school & the morning & can effectively complement or
outdoors. reinforce TV ads. Radio also enables to
3. Age: 5 - 15 achieve a balance between broad & localized
4. Tagline: Better be the best market coverage. The radio channels have
5. Insight: I can be all I want to be also been reached for the promotion of Apex
Twinkler: Footwear. All most all the radio channels
It is only for child foot anatomy. It is colorful, have broadcasted the ads of Apex Footwear,
comfortable, trendy and fun. except the Bangladesh Better, and the reason
Features: is same as the reason for BTV. For Radio
 For whom: Young, jovial kids who live commercial the time line has been chosen the
in urban, semi- urban and morning and the evening time. As at these
 rural areas. two times people go to office and come back
 Age: 1-10 to home. As they are on the road, most of the
 Tagline: Your Budding Star people listen radio during these two times.
 Insight: Every Kid is a Star So, these times are the prime time for the
advertisement in radio.
5. FINDING OF THE STUDY
5.2 Newspapers
Marketing promotion has been defined as the In the newspapers, Apex Footwear Ltd.
coordination of all sellers-initiated efforts to generally advertise their promotional offers.
set up channels of information & persuasion Apex Footwear Ltd. publishes their
in order to sell goods & services or promote advertisement on the newspaper. It is a good
an idea. To gain better position in the present technique to communicate with the target
and potential user’s mind Apex Footwear ltd. customers. Apex Footwear Ltd. mostly
has taken on different types of promotional publishes their advertisement on newspapers.
strategies. The promotional tools used by The name of the
Apex Footwear Ltd. are discussed below-  Prothom Alo
 Jugantor
 Kaler kontho
5.1 Radio advertisement
11
 Daily star Footwear Ltd. uses personal selling in
5.3 TV advertisement different stages of marketing and
Tv advertisement is an effective way to distribution.
communicate with the target customer. 5.7 Sales promotion

Almost all the channels have shown ads of Sales promotion is an effective way that can
Apex Footwear, but some have more attract consumer’s attraction, strong
exposure than the others. incentive of purchase, free gifts, discount and
5.4 Print advertisement several types of occasional program. (Ref
Print media is self –placed, magazines & Table- 3)

newspapers can provide detailed product 5.8 Event sponsorship
information. Apex footwear ltd. had posted Apex Footwear Ltd is also promoting and
beside the busiest of roads and streets of the trying to position its product in customer’s
city, where people travel frequently such as mind by sponsoring some special events.
Gulshan, Banani, Dhanmondi, Uttara etc. Some of the special events are following on
(Ref Picture- 2) which it has sponsored:

 Apex organizes 6th Apex cup golf
Picture: Print advertising of Maverick by tournament in 2014.
AFL  Apex organizes Apex premier cup in
5.5 Online Marketing 2014.
Online advertising is one of the best ways to
5.9 Public Relation
target people. Apex Footwear Ltd.
Apex Footwear Ltd. arrange meeting always
continuously post their offers through
with the wholesalers and retailer for
Facebook, YouTube, twitter etc. It is less
maintaining a good relationship with them.
expensive way to reach the people. Unlike
Apex Footwear Limited as a part of
other media, it is the most effective way to
LFMEAB (Leather goods and Footwear
reach the targeted customer.
Manufacturers & Exporters Association of
5.6 Personal Selling
Bangladesh) donated Tk. 5m for the medical
Personal presentation by the firm’s sales
treatment of the survivors of Rana Plaza
forces for the purpose of making sales and
Tragedy at Savar. & through its sister
building customer relationship. Apex
concern Apex Pharma, it also donated Tk.
12
150,000 worth of medicine for the victims Analyzing the survey, we can say that About
and needful peoples as a responsible 46% of the overall respondent were service
organization. holder. Few students were also participated
on the survey; student percentage is 31%.
Other than that participation of businessman
6. RESULT ANALYSIS
in the survey is 13% and others 10%
6.1 Gender profession people also participate in the
Graphical survey. (Ref Figure- 6)
Representation Interpretation: 6.4 Do you have a favorite footwear

brand?
we can see the survey data represent 65% of
male participant and 35% of female Graphical Representation (Ref Figure- 7)
participant. According to the survey data Interpretation:
most of the respondents are male. (Ref
Analyzing the survey, we can see that 95%
Figure- 4)
respondents say yes and 5% respondents says
6.2 Age no.
Graphical
6.5 What is your favorite footwear
Representation Interpretation: brand?
According to the survey data the age group Graphical Representation:
between 15-24 participated 29%, age group
Analyzing the survey, we can see that 40% of
between 25-34 participated 41%, age group
the overall respondent were used Bata, 27%
35-44 participated 15% and the age group of
of the overall respondent were used Apex
45 to above participated 15% of the total
footwear, 10% of the overall respondent were
participation. (Ref Figure- 5)
used Orion Footwear, 5% of the overall
6.3 Profession: respondent were used Bay footwear and rest
Graphical Representation of 18% of the overall respondent were used
Interpretation: other footwear. (Ref Figure- 8)
13
6.6 What is the reason for choosing Apex agree, 13% of the respondent Neither agree
footwear? nor disagree, 14% of the respondent disagree
and rest 5% of the respondent strongly
Analyzing the survey, we can see that 49% of
Disagreed with the statement. As most of the
the overall respondent were used for quality,
respondent strongly agree with the statement
38% of the overall respondent were used
of apex footwear advertisement quality is
Apex footwear for price, 10% of the overall
good.
respondent were used for design, 3% of the
overall respondent were used for special 6.9 Advertisement plays an important role
offer. (Ref Figure- 9) for buying apex footwear.
6.7 Which of the following media attracts Graphical Representation (Ref Picture-
your attention to apex footwear products? 12)
Graphical Representation (Ref Picture- Interpretation:

10)
If we analyze the survey data we can see that
Interpretation: about 29% of the respondent strongly agree
As survey data shows that 21% respondent with the statement, 24% of the respondent
said Newspaper, 35% said Tv,14% said agree, 20% of the respondent Neither agree
radio, 17% said Billboard, 13% said online nor disagree, 10% of the respondent disagree
and 0% said other. So, after analyzing the and rest 17% of the respondent strongly
data it can be easily said that TV is the easiest Disagree with the statement. As most of the
way to communicate with the customers. respondent strongly agree with the statement
of Advertisement plays an important role for
6.8 Apex footwear Advertisement quality
buying apex footwear.
is good.
6.10 After viewing the apex footwear
Graphical Representation (Ref Picture-
advertisement, you would consider
11)
purchasing the product. (Ref Picture- 13)
Interpretation:
Interpretation:
about 43% of the respondent strongly agree If we analyze the survey data we can see that
with the statement, 25% of the respondent about 41% of the respondent strongly agree
14
with the statement, 35% of the respondent agree, 10% of the respondent Neither agree
agree, 11% of the respondent Neither agree nor disagree, 42% of the respondent disagree
nor disagree, 9% of the respondent disagree and rest 28% of the respondent strongly
and 4% of the respondent strongly Disagreed Disagree with the statement. As, most of the
with the statement. As most of the respondent respondent strongly disagree with the
strongly agree with this statement. statement of social media Advertisement of
Apex footwear easily catches my attention.
6.11 The apex footwear advertisement is
better than other footwear advertisement. 6.13 The advertisement of apex footwear is
creative.
14) Graphical Representation (Ref Picture-
16)
Interpretation:
Interpretation:
agree, 15% of the respondent Neither agree with the statement, 46% of the respondent
nor disagree, 12% of the respondent disagree agree, 26% of the respondent Neither agree
and 6% of the respondent strongly Disagreed nor disagree, 12% of the respondent disagree
with the statement. As most of the respondent and rest 8% of the respondent strongly
strongly agree with the statement of apex Disagree with the statement. As most of the
footwear advertisement is better than other respondent agreed with the statement of the
footwear advertisement. advertisement of apex footwear is creative.
6.12 Online and Social Media 6.14 Apex footwear promotional offers are
Advertisement of Apex footwear easily my attractive.
attention. (Ref Picture- 15)
Interpretation: 17)
Interpretation:
15
with the statement, 22% of the respondent Interpretation:

agree, 11% of the respondent Neither agree
nor disagree, 25% of the respondent disagree
about 36% of the respondent strongly agree
and rest 34% of the respondent strongly
with the statement, 29% of the respondent
agree, 8% of the respondent Neither agree nor
respondent strongly Disagree with the
disagree, 12% of the respondent disagree and
statement of Apex footwear promotional
rest 15% of the respondent strongly
offers are attractive.
6.15 Getting proper information from respondent strongly agree with the statement
apex website as well as from social media of the price of apex products is affordable.
page.
6.17 The sales discount is effective to
Graphical Representation (Ref Picture- attract customer for buying a new
18) footwear.
Interpretation:
20)
Interpretation:
with the statement, 19% of the respondent If we analyze the survey data we can see that
agree, 15% of the respondent Neither agree about 48% of the respondent strongly agree
nor disagree, 18% of the respondent disagree with the statement, 32% of the respondent
and rest 23% of the respondent strongly agree, 7% of the respondent Neither agree nor
Disagree with the statement. As most of the disagree, 13% of the respondent disagree and
respondent strongly agree with the statement 0% of the respondent strongly Disagreed
of getting proper information from apex with the statement. As most of the respondent
website as well as from social media page. strongly agree with the statement
6.16 The price of apex footwear products 6.18 Am I satisfied with apex footwear ltd.
is affordable. cash back offer system?

19)
16
Graphical Representation (Ref Picture- Online promotional activities of apex

21) footwear ltd. attract me to buy their product.
Interpretation: 6.20 When to get new promotional offer

from apex, I (customer) try to buy apex
footwear.
with the statement, 11% of the respondent Graphical Representation (Ref Picture-
agree, 8% of the respondent Neither agree nor 23)
Interpretation:
rest 42% of the respondent strongly
Disagreed with the statement. So, most of the If we analyze the survey data we can see that
respondent strongly disagree with the about 42% of the respondent strongly agree
statement. with the statement, 28% of the respondent
6.19 Online promotional activities of apex agree, 16% of the respondent Neither agree
footwear ltd. attract me to buy their nor disagree, 14% of the respondent disagree
product. and rest 0% of the respondent strongly

Disagreed with the statement. As, most of the
respondent strongly agree with the statement.
22)
6.21 The sales person of apex footwear
Interpretation:
outlet is helpful.
If we analyze the survey data we can see
Graphical Representation (Ref Table- 24)
that about 20% of the respondent strongly
agree with the statement, 27% of the Interpretation:
respondent agree, 14% of the respondent If we analyze the survey data we can see that
Neither agree nor disagree, 27% of the about 26% of the respondent strongly agree
respondent disagree and 32% of the with the statement, 39% of the respondent
respondent strongly Disagree with the agree, 7% of the respondent Neither agree nor
statement. As most of the respondent disagree, 23% of the respondent disagree and
strongly disagree with the statement of rest 5% of the respondent strongly Disagreed
with the statement. As most of the respondent
17
strongly agree with the statement of the sales  Most of the respondents says that
person of different apex outlet is helpful. online and social media
advertisement does not catches the
customer’s attention.
6.22 Sales person of apex is sincere to
respond quickly. B. Sales promotion
Graphical Representation (Ref Table- 25)  Most of the respondents says that
apex footwear price is affordable,
Interpretation:
they get proper information from
apex footwear website and when the
customer gets new promotional
with the statement, 30% of the respondent
offers, they try to buy apex footwear.
agree, 9% of the respondent Neither agree nor
 Most of the respondents says that
sales discount offers encourage
rest 4% of the respondent strongly Disagreed
customer to buy apex footwear.
with the statement. As most of the respondent
strongly agree with the statement of Sales
apex footwear promotional offers are
person of apex is sincere to respond quickly.
not attractive and customer do not
7. STRATEGY satisfy with cash back offer system
and online promotional activities.
Major of the respondents says that they buy
apex footwear for quality and price but they C. Personal selling:
do not satisfy for their shoe design.
A. Advertising
sales person of apex outlet is helpful
 Most of the respondents says that and sincere to respond quickly to the
apex footwear advertisement quality customer.
is good well as Apex footwear
advertisement influences customers 8. SUGGESTION
to buy their product.
 Apex footwear ltd. must upgrade their
shoe design. Nike does this on its
18
website by letting customers choose facts. The concept of marketing strategy is

from a list of colors and add their own really big. The main aim of the paper is to
icons and numbers. show the strategical promotion strategy by
 Apex must focus on online and social the concept of marketing and data analysis.
media advertisement. Because, online Apex is not a new competitor into the
and social media advertisement is an market. The observation and changes should
effective way to reach their target be adopted by the change timeline. To
customer. become the leader in this shoe market, it is
 Apex footwear ltd. should introduce not that easy because shoe market is
more attractive promotional offer for competitive. The challenge is not only to
the customer. Attractive offers will produce satisfied customers but also to
not only encourage people to use the produce loyal and delighted customer. So,
product more but also attract new after analyzing every aspect of the report I
customer to buy their product. can easily conclude that apex footwear ltd.
 Cash back offer encourages people to promotional activities are effective and
buy apex footwear. So, apex footwear powerful. If they can take the right decision,
ltd. should introduce more cash back they can easily become the market leader in
offer system. this sector.
 Apex footwear ltd. must focus on

their online promotional activities. It 10. REFERENCES
will help Apex footwear ltd. to reach [1] Stephen J. Grove and Raymond P. Fish,
the targeted customers easily. In this ‘‘The Dramaturgy of Service Exchange: An
day online promotion plays a vital Analytical Framework for Services
role. Marketing,’’ in L. L. Berry, G.L. Shostack ,

and G. D. Upah, eds. Emerging Perspective
9. CONCLUSION
on Services Marketing, Chicago, IL: The
Apex Footwear Limited is one of the famous
American Marketing Association, 1983, 45-
shoe company in Bangladesh. Apex
49
footwear ltd is trying to provide the best
quality shoe to the customer. The Survey [2] Halid Nadiri and Kashif Hussain,
that is shown into the paper is only some ‘‘Diagnosing the Zone of Tolerance for
19
Hotel Services,’’ Managing Service Quality, [9] Williams J. Stantons ,2006, Marketing
15, No. 5, 2005, 259-277. Research,3rd Edition, New Delhi, Tata Mc
Graw-Hill publishing company Ltd
[3] Leonard L. Berry and Neeli Bendaoudi,
‘‘Clueing in Customers,’’ Harvard Business [10] Brassington, F. & Pettitt, S.,2000,
Review, 81, February 2003, 100-107. Principles of Marketing, 2nd Edition,
Harlow: Pearson Education Limited
[4] Richard L. Oliver, Satisfaction: A
Behavior Perspective on the Consumer, New [11] Naresh K. Malhotra, 2013, Marketing
York: McGraw-Hill, 1997. Research: An Applied Orientation, 6th
edition, Pearson Education India, India.
[5] Roger Brown, ‘‘How we built a Strong
Company in a weak industry,’’ Harvard [12] Philip Kotler,2006, Marketing
Business Review, 79, February 2001, 51-57. management, 11st edition, New Jersey
U.S.A, Pearson Education
[6] Robin Cooper and Robert S. Kaplin,
‘‘Profit Priorities from Activity- Based [13] Ifezue, A.N, 2005, A Technology Edge,
Costing,’’ Harvard Business Review, 69, No Selling Power, pp. 37-38
3, May-june 1991, 130-135.
[14] Apex footwear ltd.- company profile.
[7] Shoumik Rahman Mehedy. [online]. https://www.apexfootwearltd.com
(2018); INNOVATION DYNAMICS: A
STUDY OF DIFFUSION MODEL WITH [15] Apex footwear Limited Product.
EFFICIENCY RESTRICTIONS AND [online].
POLICY MAKING. Int. J. of Adv. https://www.apexfootwearltd.com/apex_foot
Res. 6 (2). 577-585. wear/Products
[8] ‘‘The Future of Advertising- The Harder [16] Apex footwear ltd. Compliance.
Hard Sell,’’ The Economist, June 24, 2004. [online].
20
https://www.apexfootwearltd.com/apex_foot Profession:
wear/CSR-Social-Compliance
APPENDIX A
Questionnaire
Dear Respondent,
As this is an independent research based on Part 1
with “Measuring the effectiveness of the
promotional strategies of Apex Footwear Put a tick beside the option you find most
Ltd.’’ It will take few minutes of your time. appropriate for your case:
Your response would be great help in
1) Do you have a favorite footwear brand?
accomplishing the study. However, the study
is only for academic purpose and will not be a) Yes b) No
disclosed elsewhere, keeping in mind the 2) What is your favorite footwear brand?
sensitivity of the topic. Thank you for your
a) Bata b) Apex c) Bay d)
cooperation.
Orion e) Others
Please Tick (√) on your choices of answers
3) What is the reason of buying Apex
to the following questions:
products?
Gender:
a) Quality b) price c) Design
d) Special offer
4) Which of the following media attracts your

Age:
attention to apex footwear products?
-24
a) Newspaper b) Tv c) Radio d) Billboard
-34
e) Online f) Others
-44
-Above
APPENDIX B
21
Put a tick beside the option you find most appropriate for your case:
Statements Strongly Agree Neither Disagree

Agree Agree Strongly
nor Disagree
disagree
Advertising
Apex footwear Advertisement 1 2 3 4 5
quality is good.
Advertisement plays an important 1 2 3 4 5
role for buying a new footwear.
After viewing the apex footwear 1 2 3 4 5
advertisement, you would consider
purchasing the product.
The apex footwear advertisement 1 2 3 4 5
is better than other footwear
advertisement.
Online and Social media 1 2 3 4 5
advertisement of apex easily
catches your attention.
The advertisement of apex 1 2 3 4 5
footwear is creative.
Sales Promotion
Apex footwear online promotional 1 2 3 4 5
offers are attractive.
I get proper information from apex 1 2 3 4 5
website as well as from social
media page.
22
The price of apex footwear is 1 2 3 4 5

affordable.
The sales discount is effective way 1 2 3 4 5
to attract customer for buying a new
footwear.
I am satisfied with apex footwear 1 2 3 4 5
cash back system.
Online promotional activities of 1 2 3 4 5
apex footwear ltd. attract me to
buy their product.
When I get new promotional offer 1 2 3 4 5

from apex footwear ltd, i try to buy
apex footwear.
Personal Selling
The Sales person is sincere to 1 2 3 4 5
respond quickly.
The sales person of the apex outlet 1 2 3 4 5

is helpful.
LIST OF TABLES
Table- 1
The overview of the history of Apex is given below: [14]

23
Year Events
1990 January 04 - Business Operations Started
1993 November 07-Listed on DHAKA Stock Exchange
2006 May 06 – Strategic Alliance with Italian companies
December 27 – Name Changed to APEX FOOTWEAR

LIMITED.
2007 Production Capacity Reached 10,000Pairs/Day.
2008 Production Capacity Reached 15,000 Pairs/Day
2015 Celebrated 25th Anniversary
Table- 2
Name No. of shares Gift / Purchase Total

Syed Manzur Elahi 247500 167500 (gift) 415000
Syed Nasim Manzur 154800 256100 (gift) 410900
Munize Manzur 15000 210000 (buy) 225000
Apex tannery ltd. 136700 136700
Md. Fayekuzzaman 1267403 1267403
( Nominated by ICB)
Table- 3
Board of Board of Directors
24
Name Designation
Syed Manzur Elahi Chairman
Syed Nasim Manzur Managing Director
Munize Manzur Director
Kazi Sanaul Haque Director
Dr. Md. Farashuddin Independent Director
Nihad Kabir Independent Director
Management Team
Name Designation
Syed Nasim Manzur Managing Director
Syed Gias Hussain Additional Managing Director
Abdul Momen Bhuiyan Deputy Managing Director
Safi Rahman Khan Executive Director
Dilip Kajuri Chief Financial Officer
Rajendran Chandran Pillai Chief Operating Officer
S.M. Shahjahan Company Secretary
Atiqul Islam Senior General Manager
Pradip Kanti Saha General Manager
Md. Azam Khan General Manager
Md. Mizanur Rahman General Manager
Syed Masud Nizam General Manager
Quazi Salahuddin Mahmud General Manager
25
Table- 4
For men’s footwear For Ladies footwear For Kids footwear
Age Mainly young Mainly young 1- 10 -years (twinkler)

Generation. Generation 5-15 years
(School Smart)
Social Class Upper Class Upper Class Upper Class

to to to
Middle class Middle class Middle class
Region Mainly Urban areas Mainly Urban areas Mainly Urban areas
Table- 5
Range of products
Men’s Products Ladies Products Kid’s Products Men’s & Accessories

Women’s
Formal Sandals School Smart Moccasins Wallet
Casual Palm Shoe Dress Belt
Sports Sunglass sandal Socks
Sandals Shoe Shoe Shiners
Sports Sandal Foot Spray
26
Boots Office Bags
Shirt, Pant Ladies Bags
Sunglass
LIST OF FIGURES
Figure- 1
45
40
35
30
25
20 42
15 34
10
16
5
5 3
0
Bata Apex Orion Bay Others
Figure- 2
27
Figure- 3
Picture: Sales promotion of apex footwear ltd
Figure- 4
Male Female
70
60
50
40
30 65
20
35
10
0
Male Female
Figure- 5
28
46-Aove 15
35-45 15
25-34 41
15-24 29
0 5 10 15 20 25 30 35 40 45
Figure- 6
50
45
40
35
30
25
46
20
15 31
10
5 13 10
0
Service holder Student Businessman Others
Figure- 7
100
80
60
95
40
20
0 5
Yes No
29
Figure- 8
45
40
35
30
25
20 40
15
27
10 18
5 10
5
0
Bata Apex Orion Bay Othes
Interpretation
Figure- 9
60
50
40
30
49
20 38
10
10
0 3
quality Price design special offer
Interpretation:
Figure- 10
30
online, 13 Newspaper,
21
Billbord, 17
Radio, 14
Tv, 35
Figure- 11
50
45
40
35
30
25
20 43
15
25
10
5 13 14
5
0
Strongly Agree Agree Neither agree nor Disagree Strongly Disagree
disagree
Figure- 12
35
30
25
20
15 29
24
10 20
17
5 10
0
Strongly agree Agree Neither Agree or Disagree Strongly Disagree
Disagree
Figure- 13
31
50
40
30
20 41
35
10
11 9
0 4
Strongly agree Agree Neither agree nor Disagree Strongly disagree
Disagree
Figure- 14
6
12
38
15
29
Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree
Figure- 15
Strongly Disgree 28
Disagree 42
Neither Agree nor Disagree 10
Agree 14
Strongly Agree 6
0 10 20 30 40 50
Figure- 16
32
50
40
30
46
20
26
10
14 12 8
0
Strongly agree Agree Neither Agree Disagree Strongly
nor Disagree Disagree
Figure- 17
40
30
20 34
10 18 22 25
11
0
Strongly Agree Neither Disagree Strongly
agree Agree or Disagree
Disagree
Figure- 18
30
25
20
15
25
23
10 19 18
15
5
0
Strongly agree Agree Neither Agree nor Disagree Strongly Disagree
Disagree
Figure- 19
33
40
35
30
25
20
36
15 29
10
12 15
5 8
0
Strongly Agree Neither Disagree Strongly
agree Agree nor Disagree
Disagree
Figure- 20
Series 1
Strongly Disagree 0
Disagree 13
Neither Agree nor Disagree 7
Agree 32
Strongly agree 48
0 10 20 30 40 50 60
Figure- 21
34
45
40
35
30
25
20 42
38
15
10
5 11
8
0 2
Strongly agree Agree Neither Agree or Disagree Strongly Disagree
Disagree
Figure- 22
35
30
25
20
15 32
27 27
10 20
14
5
0
Strongly agree Agree Neither agree Disagree Strongly agree
nor disagree
Figure- 23
14 0
16 42
28
Strongly agree Agree Neither Agree or Disagree Disagree Strongly Disagree
35
Figure- 24
45
40
35
30
25
20 39
15
26
10 23
5
7 5
0
Strongly agree Agree Neither Agree Disagree Strongly Disagree
nor Disagree
Figure- 25
50
40
30
20 41
30
10 16
9
0 4
Strongly agree Agree Neither Agree nor Disagree Strongly Disagree
Disagree
36

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ELK ASIA PACIFIC JOURNAL OF MARKETING & RETAIL MANAGEMENT

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

An Evaluation Based Promotional strategies of a Multi-Organizational

1. INTRODUCATION have started as the public listed company in

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

measuring the effectiveness of the data to conduct the research program

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

 Outdoor advertisings.  To generate consumer interest, this

Elements in the Sales Promotion  Encouraging trade to invest built

The objective behind the several Consumer  Communication

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

 Attention grasps a big portion of E. PUBLIC RELATIONS:

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

4. COMPANY OVERVIEW 4.3 Vision

Apex Footwear Limited (AFL) is a leading 4.4 Mission

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

Md. Manzoor-ul Alam, FCA 4.6 Marketing Department

Bankers  In-store Promotion

4.8 Current Market Situation

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

for developing their products.  Region

4.10 Market Segment

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

business sectors. APL offers women open  Reliability

 Exclusive saddle and trims

The “Original” aims to provide a set of Unique, trend-breaking designs combined

relevant benefits to its valued consumers; with International standard craftsmanship

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

rugged outdoor boots, Maverick offers the

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

 Daily star Footwear Ltd. uses personal selling in

5.3 TV advertisement different stages of marketing and

Tv advertisement is an effective way to distribution.

communicate with the target customer. 5.7 Sales promotion

5.4 Print advertisement several types of occasional program. (Ref

Print media is self –placed, magazines & Table- 3)

(Ref Picture- 2) which it has sponsored:

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

Graphical survey. (Ref Figure- 6)

Representation Interpretation: 6.4 Do you have a favorite footwear

Interpretation: other footwear. (Ref Figure- 8)

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

Graphical Representation (Ref Picture- Interpretation:

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

with the statement, 22% of the respondent Interpretation:

Graphical Representation (Ref Picture-

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

Graphical Representation (Ref Picture- Online promotional activities of apex

Interpretation: 6.20 When to get new promotional offer

statement. with the statement, 28% of the respondent

product. and rest 0% of the respondent strongly

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2018; Volume 9 Issue 3 (2018)

website by letting customers choose facts. The concept of marketing strategy is

 Apex footwear ltd. must focus on

the targeted customers easily. In this ‘‘The Dramaturgy of Service Exchange: An