Advertising Campaign On

Khadim’s Footwear In Ranchi

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 OVERVIEW OF INDIAN
FOOTWEAR INDUSTRY
Core strength of the Indian footwear industry
2nd largest global producer footwear after China.
 The ability to cater them with the latest designs, trends
 Address the season's requirement.
 Originates from its command on reliable supply of
resources ,large installed capacities of production, large
human capital, skilled manpower, low cost labor
 Main markets for Indian leather shoes are UK and USA

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 Contd…
 Footwear is expected to comprise about 60% of the total
leather exports by 2011 from over 38% in 2006-07.
 The Indian footwear market is dominated by Men's
footwear market that accounts for nearly 58% of the total
Indian footwear retail market.
 India's share in global leather footwear imports is around
1.4%.
 Experiencing a changing consumer preference for casual
and younger style due to media penetration, increasing
awareness about international trends and lifestyle.

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 BRIEF HISTORY OF KHADIM’S
Founder- Mr.Satya Prasad Roy Burman turned his small
shop at Chitpur,West Bengal into a major brand.”Khadim’s”
 3rd largest footwear retailer in India in terms of organized
footwear retailing.
 Provides men,women,kids footwear.
 variety of footwear including ladies, gents & children
slippers and sandals, school shoes, sport shoes, hawai
chappals and belly shoes.
 Subrands-Pro,Pedro,Schooldays(kids),softtouch(women),
Turk,Pro,Lazard(men)
 The price range varies between Rs.200- Rs. 2000
 Other Business Division-”Khadim’s Khazana,Khadim’s
Sona Khazana” Go Ahead With
Green….
 VARIOUS SUB BRANDS

 KIDS - Pro,Pedro,Schooldays

 WOMAN-softtouch

 MEN -Turk,Pro,Lazard

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 PRODUCT REVIEW
 Affordable price, one stop shop convenience.

 footwear for every age group, all segments

 Khadim’s hits the high spots on merchandise,

pricing, distribution

 Cater to the diverse demands of their customers

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 SITUATIONAL ANALYSIS
Competitors
 Shree Leathers
 Bata India Ltd
 
USP of all 3 brands
 Khadim’s : Eco friendly
 Bata : Durability of the product
 Shree Leathers: Product at cheaper price.

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 SURVEY DONE FOR
KHADIM’S ADVERTISING
CAMPAIGN
• We have done this survey near different Khadim’s
outlets.
• Questionnaire for the survey:
• 1.Which brand offer its products at reasonable price?
• 2.Which brand offer durable products?
• 3.Which brand provides variety of designs?
• 4.Which brand use good quality of leather?
• 5.Which brand provides variety of colours?
•  
• Sample size - 50 customers surveyed
 FINDINGS
Primary data - Through customer survey

FACTORS BATA SHREE LEATHERS KHADIM’S

PRICE RANGE 13 28 9
DURABILITY 22 17 11
DESIGNS 7 15 28
QUALITY OF 20 10 20
LEATHER
COLOUR OF 15 15 20
THE PRODUCTS
NOTE:
•Brand which carries the maximum responses is given 1st rank.
•Responses is equal to no. of customers.
Graphical presentation of Customer survey
30

25

20

BATA
15
SHREE LEATHERS
KHADIM'S
10

0
PRICE RANGE DURABILITY DESIGNS QUALITY OF LEATHER COLOUR OF THE PRODUCTS

Secondary data- Company’s website,News

articles,Business magazine.
 COMPARATIVE ANALYSIS OF THE
FOOTWEAR BRANDS IN RANCHI
BATA SHREE LEATHERS KHADIM’S
PRICE RANGE Rs 89- 5499 Rs. 79-799 Rs. 200-2000
DURABILTY Higher Medium Less
DESIGNS Less Medium Higher
QUALITY OF Pure Not pure leather Pure(Pakka)
LEATHER
COLOUR OF THE Less Less Variety of Colors
PRODUCTS Variety(Black,White Variety(Black,White
& Brown) & Brown)
NO OF OUTLETS 4 1 5
WARRANTY 60 days 90 days 90 days
PERIOD
OTHERS PRODUCTS Socks Bags,Belts Bags

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 SWOT ANALYSIS
 Strength - Pure leather(pakka leather) product not
harmful for foot,Eco friendly.

 Weakness - Poor Durability

 Opportunity –Come up with additional features & Expansion

of product lines(leather belts ,wallets), Customers awareness

 Threat - Fast changing fashion,entry of multinationals in

domestic market

Go Ahead With Green….

 SURVEY DONE FOR
KHADIM’S ADVERTISING
CAMPAIGN
• We have done this survey near different Khadim’s
outlets.
• Questionnaire for the survey:
• 1.Which brand offer its products at reasonable price?
• 2.Which brand offer durable products?
• 3.Which brand provides variety of designs?
• 4.Which brand use good quality of leather?
• 5.Which brand provides variety of colours?
•  
• Sample size - 50 customers surveyed
 FINDINGS
Primary data - Through customer survey

FACTORS BATA SHREE LEATHERS KHADIM’S

PRICE RANGE 13 28 9
DURABILITY 22 17 11
DESIGNS 7 15 28
QUALITY OF 20 10 20
LEATHER
COLOUR OF 15 15 20
THE PRODUCTS
NOTE:
•Brand which carries the maximum responses is given 1st rank.
•Responses is equal to no. of customers.
30

25

20

BATA
15
SHREE LEATHERS
KHADIM'S
10

0
PRICE RANGE DURABILITY DESIGNS QUALITY OF LEATHER COLOUR OF THE PRODUCTS

Secondary data- Company’s website,News

articles,Business magazine.
 ADVERTISING OPPORTUNITY

Immense opportunities to grow

Opportunity to attract audience

opportunity to expand its product lines

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 TARGET AUDIENCE
 
 Our Target audience are youth falling into age
group of 16 – 25yrs.

 More autonomy and decision-making power

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COMMUNICATION OBJECTIVES:Based on hierarchy of
effects model
1.Awareness – To make 60 – 70 percent of target
audience aware about the feature of Khadim’s
footwear.
2.Knowledge – Developing brand knowledge of
Khadim’s.
3. Liking – Customer responses are gathered & if
negative responses are found then we will try to fix it.
4.Preference- Comparative analysis with major
competitors
5.Conviction- building conviction to buy the product.
6.Purchase-Help consumer to take the final step.
 ADVERTISING OBJECTIVE
 Inform target audience about benefits and features
of Khadim’s footwear and its competitive advantage.

 Retain the existing customers.

 To attract more people to visit Khadim’s outlet

during festive seasons.

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 MARKETING OBJECTIVE
 Increase the sales by 5% for the first 3 months(October-
December),7-10% for the rest 3 months (January-March).
Assumptions:
 Duration – 6 months (October- March)
 Total budget assumed =Rs 20 lakh.
 October – December =Rs 12,00,000
January - March = Rs 6,00,000
 October – December =Ads on Newspaper,Radios,Billboards
January – March = Newspaper & Radio
 
 

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 ADVERTISING BUDGET
ESTIMATION
MEDIA OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH TOTAL
VEHICLES

Newspaper 25000 25000 25000 25000*4*2= 25000*4*2= 25000*4*2= Rs18,00,00

*8*2= *8*2= *8*2= RS2,00,000 Rs2,00,000 Rs2,00,000 0
Rs4,00,000 Rs4,00,000 Rs4,00,000

Radio 100*120*2= 100*90*2= 100*60*2= 100*60*2= 100*60*2= 100*60*2=R Rs90,000

Rs24,000 Rs18,000 Rs12,000 Rs12,000 RS12,000 S12,000

Billboards 5000*6=Rs
30,000

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 Contd..
***Note: Half page -26 cm * 33 cm (size)
 Unit for newspapers cost/cm to be Rs. 360.A total of
Rs. 25,000 for the half page
advertisement(approximately) is to be charged.
Unit for Radio: Rs100 /10 sec
Total budget for the advertisement campaign comes
out to be Rs. 19,20,000 for the period October to
December.

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 MEDIA STRATEGY

 Radio – Fm stations like Radio dhoom & BIG fm.

 Print media – newspaper (Dainik Jagran & Times Of

India)

 Outdoor media-Billboards.

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 MEDIA SCHEDULING
 First three months i.e. from October to December - Our media scheduling
approach will be continuity.

 Next three months i.e. January to March – Our media scheduling will be flighting
First three months
•Newspapers - Mentioning twice a week
Radio- Mentioning everyday: 1st month – 4 times; 2nd month – 3 times & 3rd
month – 2times.
•Billboards- For 3 months.
 
Next three months
•Newspapers - Mentioning once in a week
Radio – Mentioning twice a day

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 CREATIVE STARTEGY
 Message theme - Rational approach

Selling Strategy includes:-

 Benefits accrued:Pure Leather,No noise,Durability
 khadim’s footwear Atrributes:Location ,Well
Maintained Outlets,Various Design
 USP of the product
 pure leather product at reasonable prices.

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 CREATIVE DEPICTION
Newspaper: 

 Local newspaper – Dainik Jagran

 National Daily – Times of India
 Punch line - “ Go ahead with green”
 Message Content - Inform the target audience about various product
available,model no & size,price range, Attractive Pictures of the
Product,phone no,email id
Billboards
 
 Logo of Khadim’s with the punch line.And youth (male & female)
advertising the various designs of Khadim’s footwear.
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 BIG IDEA
GO AHEAD WITH GREEN

“ Put on your shoes & See the world Green “

ORDER OF PRESENTATION
 Informative

 Persuasive

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 PRETEST AD CAMPAIGN

Print Media

 Direct Questioning

 Order of Merit

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 POST TESTING

 Recall

 Tracking studies

 Enquiry
 

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 REFERENCES
Books:
• Marketing Management by Philip Kotler,Kevin Lane
Keller,Abraham Koshy,MIthileshwar Jha, Pearson Education (13th
edition)

• Advertising Management by Manendra Mohan, TMH

Publications
Websits:

• www.khadims.com
• www.google.com
• www.allindia radio.org
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 THANKYOU
Presented By:
Annie
AmritaTopno(mba/1044/09)
Archna Ekka(mba/1099/09)
Daisy Diana
Murmu(mba/1067/09)
Manoj Kumar(mba/1034/09)
Navin Nitesh
Ekka(mba/1027/09)
Niketa Munda(mba/1063/09)
Pankaj Kumar(mba/1091/09)
Ranjit Manjhi(mba/1019/09)