Ks Footwear Case Study

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Recommended: Theories of brand management

INTRODUCTION

The main purpose of the study is to analyze various marketing strategies to setup the branding process for the chosen brand “KS Footwear”. For deciding brands name, logo, marketing strategies, target customers, market, product range, promotions etc. various market strategies have been used like Market segmentation for getting a zest of Demographics, Geographic’s, Psychographics and behavior of the market and customers, other methods used are PESTLE analysis to study the current market scenario.

ABOUT THE BRAND

The brand is a luxury footwear brand named “KS Footwear”, based on upper end of the market, malls and polish markets. The brand focus on the trends keeping it all classic and vintage themed, so they remain in trend for …show more content…

It has to be unique, based on company’s history, beliefs and philosophy. It usually starts by establishing a company name, then developing a mark or logo by which that name can be recognized.

Figure 2: Brand Identity (Cass, 2010)

Logo: A logo is visual expression of a brand. A well designed logo is essential to attract target customers. Figure 3: The brands logo

The brands logo has been designed logo keeping in mind the target customers, its young and vibrant.
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USP

The unique selling point (USP) of our brand is great range of products and offers varied products with classic touch. The brand is keeping up with the taste of target market and attracting customers by their unique styles. They offer exclusive products as an affordable luxury items.

CUSTOMER PROFILE

The customer brand is targeting are the working professionals, young generation and rich people, who have an aspiration and eye for classic products and want to experiment new looks and styles.

The brand logo is designed keeping in mind the target market, customer profile. It is kept simple, elegant, …show more content…

It is a brand who has basic, style, classic and crazy things on offer.
We don’t follow fashion but they make their own.

PRODUCT RANGE
Product range includes Men’s and women footwear.

Men footwear range: Oxford, casual shoes, sandals, canvas shoes, formal shoes, Loafers, comfort shoes and Boots, etc.

Ladies footwear range: Sandals, Ballerinas, Loafers, Lace up, boots, wedges, canvas, heels, court shoes, party wear, high leg boots, etc.
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Promotion:

Sales Promotions are directed at the real end-users of a product. The purpose is to presell a concept or an idea to consumers, so that when they go to a store they look for the product. Types of sales promotions: Samples, Discounts, Coupons, Discount cards.

The Brand is using social media to connect with their customers and have social pages on facebook, instagram, twitter and using the platforms to share offers, discounts, new product range. Promotions are kept relatively low, as the brand doesn’t feel the need for doing advertisements or celebrity endorsements. Instead , they do store offers on festivals or special

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