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Table of Contents

1. Introduction
2.Product
3.Marketing Strategy
4.Pricing
5.Placement
6.Promotion

Rahim Yar Khan Campus


BRAND MANAGEMENT PROJECT

DAMAS Shoes
Submitted To:
Mr. Shahid Nawaz

Submitted BY:

1. Introduction:

M. Arslan Khan
Umair Bin Shafiq
Abdul Rauf
Ghulam Muhammad
Syed Farjad Ali Bukhari
Ali Haider

We are student of Islamia University of Bahawalpur Rahim Yar


khan campus. Sir Shahid Nawaz taught us brand management
and assigned us a project on making our own brand, designing,
promoting & selling it.
We conducted a market research to analyze the market trends
now days and found that people now days tend to buy products
related to fashion i.e. garments shoes makeup accessories etc.
then we short listed all the products related to this segment and
finalize on making a brand which will produce quality shoes for
girls the reason for choosing this product for production was that
girls now a days are very much curios about the new styles and
adopt them as soon as they are lounged also they spend a lot of
the money in this specific product category. Then we conducted a
research surveyed markets ask questions to our prospects to
know about how they desire the product should be current
designs colors etc. then we managed to contact shoe
manufacturing companies to show us their designs we took their
designs modified them and finally outsource a company named
SALMAN SHOES COMPANY operating in Rawalpindi to manufacture
our product. After production of the product and receiving it we
select our target market which was university campus and the
segmentation we were focusing were females as our customers
.the customers were satisfied by our product as we ensure
premium quality while manufacturing. We received a quick and
overwhelming response from our customers in very short period
of time.

Mission:
To satisfy our customers with premium quality products

Vision:

Give customers the best atmosphere and friendly employees so


that the customer feels privileged and provide customer quality
products to increase customer loyalty and brand image

2. Product
Product:
Ladies foot wear

Brand Name:
DAMAS shoes

Brand Slogan:
Design to move you

URL:
www.damasfootwear.com.pk

Colour:

Red
Rose gold
Grey
silver

Sign + Symbols:

DAMAS Shoes

Logo:

Brand mantra:
Style, fashion, comfort

3. Market strategy
Relationship strategy:
We use relationship strategy to market the product. We got a very
good response from our family, friends and colleagues.
Relationship marketing is a facet of customer relationship
management that focuses on customer loyalty and long-term
customer engagement rather than shorter-term goals like
customer acquisition and individual sales. The goal of relationship
marketing (or customer relationship marketing) is to create

strong, even emotional, customer connections to a brand that can


lead to ongoing business, free word-of-mouth promotion and
information from customers that can generate leads.

Push marketing:
Push marketing is a promotional strategy where businesses
attempt to take their products to the customers. The term push
stems from the idea that marketers are attempting to push their
products at consumers. Common sales tactics include trying to
sell merchandise directly to customers via company showrooms
and negotiating with retailers to sell their products for them, or
set up point-of-sale displays. Often, these retailers will receive
special sales incentives in exchange for this increased visibility.

4. Pricing
The strategy we use for pricing was penetration strategy to sale
our product as our target customers were students so we offer
and ensure to deliver products having optimum quality at
minimum prices.

Income statement
Sales
32,000

(64*500)

Cost of goods sold


(28,800)

(64*450)

Operating profit
3200
Operating expense
Advertisement
Carriage
(1800)

1,500
300

Net Profit
1400

5. Placement:
Buyers look for our product at university. Our product was
available to customer on easy access to our stalls, where we
deliver them our products in timely and friendly manner.

6. Promotion:
TV commercials
pamphlets
panaflex