Introduction

History of Borjan
A company names as Prestige was the launched in 1986 it used to sell ladies and men’s shoes. On 1st
march Prestige opens stores in major Pakistan cities while its headquartered in Lahore. In the first two
years, the response was rapid, and customer feedback on the product’s quality and product’s service
exceeded expectations and strengthened their confidence in policy. Keeping all this in mind, the
company name was changed and named as Borjan Private limited. Borjan manufacture men’s and lady’s
footwear. They manufacture shoes in their own manufacturing department. Borjan is aiming to provide
great shoes at a reasonable price. Here, innovation and technology are combined with skilled hands and
old-fashioned work ethics. Borjan is one of Pakistan's best-selling fashion footwear chains, known for its
stylized fashion products and outstanding customer service, with 48 outlets in 36 cities in Pakistan.
Borjan offers a wide range of fashion footwear for men and women. Borjan puts a lot of effort into
product development Exclusively designed launch count is highest in Pakistan Borjan has a theory about
shoes, the more shoes you buy, the fewer shoes you have, because you have countless outfits, and each
outfit requires you to have a perfect pair of shoes to complete the look.

Mission Statement
We promise customer care and peace of Mind.
Vision of Borjan

Borjan aspires to become a leading organization not only in Pakistan but also its neighboring nations so
that our brands & utility products become the first choice of our consumers to make them look and feel
smart. Borjan aims to be true to its Positioning line of ‘Fashion Forward’ and we not only aim to provide
the very latest in Fashion but also provide the best possible shopping experience, excellent customer care
services and peace mind to our consumers. We intend to continue to provide the most modern and
comfortable footwear to our consumer
Business Analysis
Company Name:
Borjan (Pvt.) Limited
Business Type:
Manufacturer
Product/Service
Gents & Ladies shoes manufacturer
Total Annual Sales Volume:
US$5 Million - US$10 Million
Market Share
Borjan over all in Pakistan cover round about 49% of market share.
Growth Strategies:

Market Segmentation:

Borjan
has divided the market into the following segment.
1.Geographically
2.Demographically
3.Psychologically
Geographic:
By doing geographic segmentation Borjan’s plan was to
capture the most footfall market areas. By doing a
verydeep analysis the Borjan opened its franchises and
outlets

Demographics:

Males and Females (house wives, working professionals,

college/school students etc)
Age range 13 – 60 years.

Socio-Economic class, A, B and B+.

Income should be that they buy 6 to 7 shoe pairs

per year

People who have stylish living and high style thinking

.
Psycho graphically

Variety seeking customer

No brand loyalty

Its fun shopping

Fashion conscious.
Tend to eat out at least once a week, typically more.

Live the motto "fashion over function."

Are always aware of the different fashion trends.

Subscribe to, or at least read, several women's

magazines that are fashion orientated.

Market Positioning

Their positioning statement is to Male, female and

youngsters who want to wear fashionable and luxury
footfall,at affordable prices. Target Customers are
teenager youngsters business class that want premium
price, Quality,After Sales service durability, Customer
confidence. Positioning is very easy for them because
they do not haveany competitors in the market. That
competes them by providing luxury and fashionable
and quality footwear.Borjan’s goodwill and long run
success makes it easy for them to position their products
in the market withoutmaking any extra hard work.