Marketing Strategy

SHINE SHOE POLISH

INTRODUCTION OF SHOE POLISH

Shoe polish (or boot polish), usually a waxy paste or a cream, is a consumer product
used to polish, shine, waterproof, and restore the appearance of leather shoes or boots,
thereby extending the footwear’s life. In some regions-including New
Zealand-“Nugget” is used as a common term for solid waxy shoe polish, as opposed
to liquid shoe polishes.

Various substances have been used as shoe polish for hundreds of years, starting with
natural substances such as wax and tallow. Modern polish formulae were introduced
early in the 20th century and some products from that era are still in use today. Today,
shoe polish is usually made from a mix of natural and synthetic materials, including
naphtha, turpentine, dyes, and gum arabic, using straightforward chemical
engineering processes. Shoe polish can be toxic, and, if misused, can stain skin.

The popularity of shoe polish paralleled a general rise in leather and synthetic shoe
production, beginning in the 19th century and continuing into the 20th. The World
Wars saw a surge in demand for the product, in order to polish army boots.

History

Before the twentieth century

Since medieval times, dubbin, a waxy product, was used to soften and waterproof
leather; however, it did not impart shine. It was made from natural wax, oil, soda ash
and tallow. As leather with a high natural veneer became popular in the eighteenth
century, a high glossy finish became important, particularly on shoes and boots. In
most cases, a variety of homemade polishes were used to provide this finish, often
with lanolin or beeswax as a base.

In the nineteenth century, many forms of shoe polish became available, yet were
rarely referred to as shoe polish or boot polish. Instead, they were often called
blacking (especially when mixed with lampblack), or simply continued to be referred
to as dubbin. Tallow, an animal by-product, was used to manufacture a simple form of
shoe polish at this time. Chicago, Illinois, where 82% of the meat consumed in the
United States was processed in the stock yards, became a major shoe polish producing
area for this reason

Surge in popularity

At the end of the nineteenth century, leather shoes and boots became affordable to the
masses, and with the outbreak of World War I in 1914, the demand for large numbers
of polished army boots led to a need in the market for a product that would allow
boots to be polished quickly, efficiently and easily. The polish was also used to shine
leather belts, handgun holsters, and horse tack. This demand led to a rapid increase in
the sales of shoe and boot polish.
The popularity of Kiwi shoe polish spread throughout the British Commonwealth and
the United States. Rival brands began to emerge, including Shinola and Cavalier
(United States), Cherry Blossom (United Kingdom), Parwa (India), Jean Bart
(France), and many others. Advertising became more prominent; many shoe polish
brands used fictional figures or historical characters to spread awareness of their
products. In the German documentary of 1927 Berlin: Symphony of a Great City, a
scene focuses on shoe shining with a polish called Nigrin sporting the face of a Negro.

Shoe manufacturing improvements in the mid-1800s allowed for factories to produce

large amounts of shoes made of leather, and later synthetic materials. This increase in
leather shoe production continued well into the 1900s and led to a surge in the number
of retail shoe stores in the industrialized world, and a subsequently a call for shoe
polish by footwear consumers.

Modern day

Shoe polish products are low-value items that are infrequently purchased. Consumer
demand is inelastic and largely insensitive to price change, while sales volumes are
generally low. In the shoe polish market as a whole, some 26% of turnover is
accounted for by pastes, 24% by creams, 23% by aerosols, and 13% by liquids. In
recent years, the demand for shoe polish products has either been static or declined;
one reason is the gradual replacement of formal footwear with sneakers for everyday
use.

Kiwi remains the predominant shoe polish brand in most of the world, being sold in
over 180 countries and holding a 53% market share worldwide. Today, it is
manufactured in Australia, Canada, France, India, Pakistan, South Africa, Spain, the
United Kingdom, and the United States. Other leading brands include Kelly’s,
Shinola, Lincoln Shoe Polish, Meltonian, Angelus, and Cherry Blossom.

INTEGRATED MARKETING COMMUNICATION

INTRODUCTION

IMC is a strategic business process used to plan, develop, execute and evaluate
coordinated, measurable, persuasive brand communication programs with consumers,
customers, prospective employees and other relevant external and internal audiences.

The goal of IMC is to generate short-term financial returns and build long-term brand
value.

Integrated Marketing Communications is a term used to describe a holistic approach

to marketing communication. It aims to ensure consistency of message and the
complementary use of media. The concept includes online and offline marketing
channels. Online marketing channels include any e-marketing campaigns or
programs, from search engine optimization (SEO), pay-per-click, email, banner to
latest web related channels for webinar, blog, and Internet TV. Offline marketing
channels are traditional print (newspaper, magazine), mail order, public relations,
industry relations, billboard, radio, and television. A company develops its integrated
marketing communication programme using all the elements of the marketing mix
(product, price, place, and promotion).

Integrated marketing communication is integration of all marketing tools, approaches,

and resources within a company which maximizes impact on consumer mind and
which results into maximum profit at minimum cost. Generally marketing starts from
“Marketing Mix”.

Promotion is one element of Marketing Mix. Promotional activities include

Advertising (by using different medium), sales promotion (sales and trades
promotion), and personal selling activities. It also includes internet marketing,
sponsorship marketing, direct marketing, database marketing and public relations.
And integration of all these promotional tools along with other components of
marketing mix to gain edge over competitor is called Integrated Marketing
Communication.

Reasons for the Growing Importance of IMC

Several shifts in the advertising and media industry have caused IMC to develop into
a primary strategy for marketers:

1. From media advertising to multiple forms of communication.

2. From mass media to more specialized (niche) media, which are centered
around specific target audiences.
3. From a manufacturer-dominated market to a retailer-dominated, consumer-
controlled market.
4. From general-focus advertising and marketing to data-based marketing.
5. From low agency accountability to greater agency accountability, particularly
in advertising.
6. From traditional compensation to performance-based compensation (increased
sales or benefits to the company).
7. From limited Internet access to 24/7 Internet availability and access to goods
and services

Development of IMC plan

In the process of effectively developing and implementing an IMC plan, marketers

and communication professionals should always follow the marketing concept.
Consumers’ wants and needs (i.e., donors and publics) should always be the main
focus of the program. To lose this focus means that the program, although creative or
award-winning, will sell no product or service. There are numerous ways to develop
an IMC campaign, just as on a directional map there are many routes to the desired
destination. There are no perfect outlines to fit every IMC manager’s needs

Situational Analysis

The IMC situational analysis provides a history of the IMC functions and an
assessment of the environment in which the IMC professionals must work. Several
factors must be considered in the situational analysis. The company or organization
for which the IMC plan is being created must be analyzed. The environment in which
this organization operates must be understood and detailed. A market and consumer
behavior analysis must be completed.

IMC Objectives:

 The main objective of our IMC plan is to do the promotion of my brand and
company.
 So it will focuses on creating awareness about my product.
 It will also create and generate among the non-consumers of my product.

Marketing Overview:-

There is a huge potential of market in this shoe polish industry. As the prices and
variety of shoes are increasing day by day in this modern era so the consumers
preferences and care for their shoes are also increasing which leads to more demand
of shoe polish. The huge market is available in the metro cities as there are large
number of professionals found in these cities so there are lot of opportunities in these
cities so we will mainly focusing on these cities.

Marketing Objectives:-

Our product’s main marketing objective is to focus on the customers’ wants and needs
and, at the same time, maintain a marketable selection of shoe polish at all times. This
will allow us to effectively influence and persuade them to buy.

Marketing Strategy:-

Advertising:

Our main advertising strategy is to let our potential customer know that we are aware
of their wants and needs and have quality inventory and prices. To prove it, we will
let them know that if we don’t have what they’re looking for, we’ll get it.

Market Segmentation, Target Marketing and Positioning

This section describes the category of the selected product. It is organized into
four sections.

Section 1 describes how to differentiate the population and categorizes them into
different segments.

Section 2 analyzes which segment the company targets and why they target that
specific segment. Finally

Section 3 describes the process through which the company tries to capture a place in
the buyers mind i.e. the product positioning method.

Market Segmentation:
  Above product categories of product has been made to suit the different needs
and requirements of our customers.
 Segmentation will be done according to geographical areas, demographic.
 The population of the country is segmented into three parts which are urban,
sub urban and rural area consumers.

GEOGRAPHIC SEGMENTATION:

The huge market is available in the metro cities as there are large number of
professionals found in these cities so there are lot of opportunities in these cities so we
will mainly focusing on these cities.

Target Market:

Shoe polish is not a highly expensive but an affordable product. That is why the
company targets urban and sub urban upper middle and middle class people who are
the second highest population of segment of the country. It will mainly focus on:

 School and college Students.

 Professionals.
 Businessman.
 Employees etc.

Product Positioning:

We have planned to obtained a good position in the buyer’s mind through better

Product attributes,

Price and

Quality,

Offering the product in a different way than the competitors do.

The company offers improved quality of products in the industry at an affordable

price with high branding, which ultimately helps to position the product in the buyers’
mind as the best quality shoe polish.

Tactical Marketing Tools

Under this head we will discuss about the tactical marketing tools for marketing shoe
polish. The chapter comprises of four sections. Finally we will discusses the
promotional activities that the company undertakes for shoe polish

Moreover it will also undertakes small promotional campaigns at different schools,

colleges, universities and recreational parks

Marketing mix of Shine shoe polish:

Product:

We have different product categories which is made according to different needs and
demand of our customers

Product Category:

It will include the categories of my product:

Paste polish

Work shine’s paste polish into leather and seams with a cloth or brush. It extends
the life of the shoes, giving a natural shine and protection with the multi-wax
-formula.

Parade premium gloss

For ultimate shine while nourishing and protecting your shoes, our company offers
Parade Gloss. Parade gloss offers a premium blend of wax, with more carnuba wax
than regular paste for a higher gloss shine.

Liquid shoe polish

Wax rich formulation that gives a deep rich and instant shine. Keep shoes soft and
supple, Convenient to use. For use on smooth leathers only. An easy spreading
viscose polish that restores oil balance imparting that distinctive fresh glossy look. It’s
leather nourishing properties re-vitalise dull and tired cells back to life rendering
leather soft and flexible.

White cleaner for canvas and sports shoes

Trouble keeping your sport shoes looking white? With Shine Sport Whitener
your white sport shoes will look like new, whenever you wear them. Uses some of the
best ingredients and optical brightener to give super white canvas shoes, sports shoes.
Gives back fresh look to canvas shoes.

Price:

 Prices are low as compared to our competitors. This is the strategy to attract
more & more customers by providing them the same quality.
 Prices fluctuates from Rs. 15-60 depending upon the product and its packing.
 We will also provide allowances & discounts to the wholesalers and retailers.

Place:

It will include the distribution channels and chain which flow from manufacturer to
the ultimate consumer of our product. It will flow the following pattern.

Promotion:
This is the last p of 4 p’s marketing mix but most important. It will include all those
tools of IMC which I will discuss in the following parts.

IMC PLAN OF Shine Shoe Polish :-

The IMC Plan that we have constructed consists of all of our objectives that we must
consider and approach during our entire campaign. We have clearly identified all of
the major components required to achieve our goal of promoting the Shine to our
target audience. Our main focus is to communicate the benefits of the Shine shoe
polish through personal selling and event sponsorship, Print and Broadcasting media.
We will be completing this task by installing a temporary booth in high traffic
locations for students around campus. The event sponsorship will be promoted
through our Mazda Pub Night, newspapers and magazines will be used for print
media, Television & Radio will be used for broadcasting media and this will in turn
create awareness for our product and excitement for new users.

Components of IMC of Shine Shoe polish & these are given below:-

 Advertisement
 Communication Objectives
 Campaign Message/Strategy
 Event Marketing/Creative Strategy
 Media Strategy
 Public Relations
 Budget Allocation
 Measuring Effectiveness
 Direct marketing
 Personal selling
 Van marketing
 Sponsor ship
 Publicity
 Sales promotion
 Sales incentive programs

ADVERTISEMENT:-

First of all make the advertisement strategy to promote our product. Advertisement
should be precise innovative. Give the advertisement on broad cast media and on line
media both.

TAG LINE OF SHINE SHOE POLISH:

CELEBRITY:

John Abraham

And give the ads in newspapers, magazines etc.

TV ADVERTISEMENT: –

TV advertisement plays a very vital role advertisement world so it is very important.

Firstly hire the good advertisement agency.

TELEVISION ADVERTISEMENT OF SHINE:-

 Message should be clear so we will use the effective word in SHINE SHOE
POLISH advertisement.
 We will use rational appeal in our shoe polish advertisement.
 Tag line will focus on the all potential customers.
 And describe features of the shoe polish.
 John Abrahamis brand ambassador of SHINE SHOE POLISH.
 We will also use Mickey Mouse for television to target the children and youth.

“QUALITY IS OUR PRIME CONCERN”

Work shine’s paste polish into leather and seams with a cloth or brush. It extends the
life of the shoes, giving a natural shine and protection with the multi-wax -formula.

Communication Objectives:-

 To increase awareness of the SHINE SHOE POLISHfit by our target market

through use of our media strategy from 0% to 20%, over a 12 month period
 To create interest of the SHINE SHOE POLISH fit within our target market
from 0% to 10% by the use of our media strategy, over a 12 month period
 To induce trial and evaluation of the SHINE SHOE POLISH Fit within our
target market from 0% to 3%, over a 12 month period

Media Strategy

Event Specific Advertising

College newspapers

Radio

Internet (local online event listings)

Outdoor Support Media like Hoarding, pamphlets, autorickshaws and buses

displays.

General Advertising

Print

Internet

Local Event Sponsorships

Media Usage – the following were rated “likely to see” for advertising:-


 74.4% TV
 52.3% Radio
 43.9% Magazine
 39.3% Events/Promotions
 36.8% Outdoor boards
 35.4% Internet
 25.6% Personal Websites

Public Relations:-

 Increase awareness; improve opinions/attitudes about the SHINE SHOE

POLISH and to receive attendance/participation at the promotional events by
our target audience through positive media coverage.
 We will help the poor society which is below poverty line.
 We will also contribute towards Temples, Gurdwaras etc.

These steps will make the good relations of company with public.

Measuring Effectiveness:-

 Internet: Control & Evaluation

 Event: Control & Evaluation
 Knowledge
 Program Implementations
 Follow Up
 Attainment of Objectives
 Public Relations: Control & Evaluation

PERSONAL SELLING:-

Personal selling is a main concept of marketing. This concept can be very successful
in promoting my product because my product is not very expensive item so people
can easily purchase it from our sales man without hesitations. So I am using this
concept.

VAN MARKETING:-

Van marketing is very important for promote our product (SHINE SHOE POLISH).

SPONSORSHIP:-

Sponsor ships in cricket tournament and college events like L.P.U big events to
promote our product.

PUBLICITY:-
Publicity through road shows and press conferences.

SALES PROMOTION OF SHINE SHOE POLISH

 Free sample will be given to the wholesalers, retailers and to the new
customers.
 First ten customer will get attractive vouchers
 Provide the POLISH on minimum rate as compare to the competitors.
 And many lucky draws gift hampers.
 Offer coupons.

SALES INCENTIVE PROGRAM:-

 Meet and exceed sales goals

 Engage and motivate sales teams and customers
 Drive incremental revenue and profit
 Launch new products in particular segment.
 Promote stronger customer relationships

CONCLUSION:

IMC plan is very important to every product, without IMC we cannot create good
image of product in human minds.

Tag line of company tells about that our polish works faster than anyone else polish.

Event marketing, sponsorship, media strategy, direct marketing, personal selling and
many more, which i mentioned in IMC plan are very useful to effective IMC plan and
without these tools we cannot make the effective IMC plan.

Sales promotion is a very important part of integrated marketing communication so

sales promotion technique is very useful for promoting our product. By the help of
these sales promotion techniques we can increase our sales.