MARKETING STRATEGY | JUNE 2021

NEW CONCEPT OF
MARKETING
IDEAS ANALYSIS
01 STUDY ABOUT 01

FOOTWEAR
INDUSTRY

MARKETING STRATEGY | JUNE 2021

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Presentation
Highlights
ACKNOWLEDGMENT
INTRODUCTION
OBJECTIVES OF STUDY
IDEOLOGY
Customer relation
Media advertising
Geographic advertising
Social media
Brand Ambassador
Fashion show
Customer display
Online presence and surveys
Sponsor contest
Customization
Packaging
Comicon * Special editions
CONCLUSION
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The Authors 03

RUTHIK. T GAJARLA HARSHITH GOUD

Students Department of FDP in Students Department of FDP in
Footwear Design and Development Footwear Design and Development
Institute, Ministry of Commerce and Institute, Ministry of Commerce and
Industry, Govt. of India Industry, Govt. of India
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ACKNOWLEDGEMENT
It would not have been possible without the kind support and help of many individuals &
FDDI. I would like to extend my sincere thanks to parents, sister, friends, and who have
directly and indirectly contributed to our research work.
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Introduction
A marketing strategy states to a business's total inclined idea
for attaining potential consumers and turning them into
customers of their products or services. A marketing strategy
covers the company’s value scheme, key brand messaging,
data on target customer demographics, and other high-level
elements.

A strong marketing strategy should spin around the company's

value proposition, which connects to consumers what the
company stands for, how it operates, and why it deserves its
business. For example, Walmart is usually known as a discount
retailer with “everyday low prices,” whose business operations
and marketing efforts are fixed in that idea.
Objective of study
To Discover the New Markets
To Evaluate Tastes and Preferences of
Customers
To Improve the Quality of Product
To Minimise the Cost of Marketing
To Effectively Face Cut-Throat Competition

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IDEOLOGY
In the present-day world, we can see many big brands or companies are
manufacturing their product abroad. By which it directly or indirectly is creating a
market for its own brand in that country. The people slowly attracted to the foreign
brands.

In this scenario, there is a lot of impact on the small-scale industries of the native
brands. There would be a huge competition between these brands either it can be of
innovative designs to the comfort levels. It’s our responsibility to compete with
them to sustain themselves in the market. Also considering the marketing budget to
be spent some of the strategies which we can use to analyze the budget.

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Marketing strategies or ideas that can be used by small or medium scale

industries that are cheaper and affordable are discussed below:

Customer relation:

The customer is the main respected and important person in any business because
he is the one who judges us and makes a decision about our brand.
Considering one of the famous Japanese proverbs “Customer is our God”, he must
be treated respectfully.
According to human psychology, humans love someone giving importance to
them, and treats them respectfully. It all depends on how we communicate and be
with them. By giving gift cards or freebies or some type of offers and discounts
after they purchase a certain value they fully motivated and also refer our
products to their knowns. Being in contact by auto messaging mode helps us
increase our sales. A simple message of “Thank you for buying/ shopping” can
boost our relations with customers.
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Media advertising:

Advertising about our shoes (product) in electronics like TV, radio and also
newspaper & magazines. As it catches the attention of elder and younger people.
India is a country, where most of the elders living in rural areas are less educated
and even children can’t be using social media. In this case advertising on TV makes
a good promotion for both of them which ultimately creates awareness about our
company to the every household.

Geographic advertising:

Where it is mainly focused on the advertising based on the location of the place.
Marketers can promote their products based on the location either the people can
afford our product or not and how they understand better. Like an English display
board in a village cannot bring magic in our sales but a poster or display with the
local language can bring us a good sale. The people would capable of
understanding it better.
Social media:

Social media is a great advantage for us. The power of social marketing has
increased to peaks. This provides our business to reach a potentially
diverse range of customers. Follow the same usual merchandising strategy
in social media too creates an eye-catching view for the viewers and
visitors who are more likely to connect with our products & can change
into a customer.
Provide all the details about the product including offers which will find
us valuable & interesting for them showing even text-based context as a
video or image in our platform can be helpful to us as it creates in them
and also be easily understand. Creating our website also helps us and
promote our products. Having own site is must nowadays. The websites
must be updated frequently by which customer enthusiasm can be
maintained.

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Brand Ambassador:

According to human phycology, we generally and automatically follow others and

get influenced by them. If the person is well known to us creating an ad or making
documentation with previous customers who have been used our products and
are using now & expressing their lone a journey with us and releasing it will bring
us new and more customers to us. Make sure you give new product designs to
your brand ambassadors and offering them discounts can also feel them
motivated with us.

Fashion show:

Hosting a fashion show will create awareness about our shoe line. Sharing our
newly designed shoes by fashion show makes buyers have an idea about the brand
and also for the investors planning a fashion show in different locations can create
more boost to the show. Like in the desert ramp walk, street ramp walk, beach &
community hall, etc., including models, fashionists and journalists help us to get a
word about the brand.

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Customer display:

Developing a strategy of displaying customers wearing our products in the

customer section/ satisfaction section can bring a boost to the customer and the
company too.

Online presence and surveys:

Surveys are always a great opportunity for learning and letting know about
something or having an idea about something surveys help us know about how
customer have experienced by shopping in our brand store or by using our
products either by following up in emails or on our website. Creating our own
website and webstore with store, wish list, UPI payments, etc., can make
customers visit to our site when they are free.
Now a days going foe shopping is a big challenge for people living in cities of their
scheduled works. So, in this scenario having our own online webstore gives them
an opportunity to shop according to their wish and filters in their private time and
comfort zone. Make sure to attract your visitors with special deals and
promotions.

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 Sponsor contest:

People like to win prizes and contests present such opportunities. Go beyond
traditional advertising and sponsor contests to draw attention to your products.
As a strategy, the idea is to promote your brand and put your logo and name in
front of the public rather than make money through a hard-sell campaign. For
example, you may offer to sponsor a local soccer match or athletics event for
students, and offer cash and gift cards redeemable for your products as prizes. Set
up highly visible poster displays that promote your products during the event.

Customization:

Customization makes our customers feel special about themselves and also
makes an opinion about us to them based on how much we value for his design
or product. This makes the buyer to buy according to his needs and
requirements

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Packaging:

Packaging deals with how we present our final product to the customer/
buyer. Packaging creates a set of enthusiasm in the mind of the buyer. Not
only for the visual appearance but packaging in a correct way makes your
product prone-free and helps it to sustain. Having your own creative touch
to your business gives us a unique attraction.

Packaging along with modern solutions and strategies are innovative these
days. The package design will add value to our sales & strengthens brand
awareness. In the case of online business, packaging has a great role as it is
the first physical interaction between you and your customer. It impacts
the mindset of customers, “The first impression is the best impression".

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 Comicon * Special editions:

Tying up with the cartoonist and directors of any special movie/ series/
cartoons/ anime can be a mutual benefit because releasing such special
editions can bring a rise in sales. Children and adults love to be their
favorite actors or cartoon character. So, releasing such editions allows them
to like their favorite character and on the other hand, it will be also
beneficial for the directors/ cartoonists in promoting their works. An ad
with the cartoon character or even an episode or scene with our brand
products makes us more reachable to the customer household. In japan like
countries where comics and manga are more used. Releasing a special
editions story about our brand also works

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Conclusion
Marketing is the utmost stimulating of all
businesses. It is the main structure of every
successful business.
All business strategies are marketing
strategies. Your skill to think evidently and
well about the best marketing strategies, and
to constantly change and advance your
activities, is crucial to the forthcoming of
your business.
This study helped us a lot about knowing
how the market works, how to compete, how
to set up, and everything.
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THANK YOU

MARKETING STRATEGIES | JUNE 2021

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