Media Analysis Assignment
Submitted to: Sir Tanveer Abbas
Submitted by: Haiqa Malik
Submitted on: 23-11-20
Group: A
Assignment number: 1
Department of business administration
Discuss the promotional budget of your hypothetically newly introduced
shoe company. Write the brand name, develop the slogan and evaluate it
with other shoe companies.
Table of Contents
Company Introduction 3
Promotional budget 3
Defining the promotional objectives 3
Tasks needed to achieve these objectives 3
Estimating the costs 4
Summing the costs 4
Company slogan 4
Evaluating with other companies 5
Servis Shoes 5
Slogan 5
Campaigns 5
Segmentation and Target market 5
Positioning 6
Stylo Shoes 6
Slogan 6
Campaigns 6
Segmentation and Target market 6
Positioning 7
Company introduction:
The shoe company that I have introduced is “Walkers”. The purpose and objective of my
shoe company is to make stylish and comfortable shoes for of ages ranging from 13 and
above, so that the people can themselves find what suites them best for their walk.
Promotional budget:
The method that I have decided to work with is objective and task method. In this method a
company sets its promotional budget based on what it wants to accomplish with promotion.
According to this method I will define my promotional objectives, I will determine the tasks
that are needed to achieve the objectives, estimate the costs of performing those tasks and
then summing those costs would make the appropriate promotional budget.
Defining the promotional objectives:
● To inform the people about the existence of Walkers.
● To attract people to my products which would lead to increase in demand.
● To create and improve the image of walkers.
● The persuade the consumers
● To differentiate walkers from the rest of the market.
Tasks needed to achieve these objectives:
● In order to inform people about Walkers, I will think of ways to advertise it and to do
that I would contact the number displayed on the bill boards to display my ad at
different locations of the city. I will contact ad agencies to distribute pamphlets to
costumers and at different markets.
● When making the advertisement I would use a celebrity in the advertisement to lure
the public to my product. When people would see their favourite actor or actress in
my advertisement, it would make them want to buy my products.
● To create and improve the image of walkers I would make such an ad which would
show the product using different relations thus creating an emotional bond with the
[Link] accomplish this I would hire an ad company that would make a creative
advertisement . For example a daughter buying a shoes for her father as a father’s day
gift. We are socially contributing.
● I will provide amazing service at the store thus persuading the consumers to shop
from walkers. Also offering warranty services to portray excellence in my products. I
will offer them incentives such as buy two get one free.
● The most important thing in shoes is comfort and since Walkers offers comfortable
shoes that is what will differentiate walkers from the rest of the market in order to do
that I would hire experienced people that would have the knowledge on how to make
comfortable shoes. People will realise that buying walkers shoes will ensure them
comfort for the whole day.
Estimating the costs:
First is putting up my advertisement on the Rawalpindi kecheri chowk billboard for the first 7
days of the opening of the store and this would cost about 280,000. Then near Eid I will again
put the advertisement about the eid shoe collection on the kecheri chowk billboard for a
week, which will cost 280, 0000. Then when winter comes I will put an advertisement on the
kecheri chowk billboard about the winter collection, which would cost about 280,000. I will
get a creative ad of duration 15 seconds made by an ad company which will probably cost 8
lac and I will hire a celebrity to come in that ad which would cost 5 lac. that ad would be
aired on on Ary channel which would cost 90,000 per [Link] would be shown 20 times a
day, for the first 2 weeks of month 1 and the first 2 weeks of month 2 .which would make
12,600,000 Rs. By offering the incentives it will cost me 30% of my profit. Rs. 1500 is the
cost of giving this promotional incentive to the costumer considering that one shoe would
cost the customers 5,000. I will hire 35 people to work in the walkers’ factory I will pay the
5 designers 80,000 per month which would make 4,800,000 a year. As for the 30 people who
will help in the manufacturing, I will pay those 30,000 a month, which would make my costs
10,800,000 a year.
Summing the costs:
Advertising costs: 13,440,000 Rs in a year
Incentives cost: 1500 Rs per buy in year
Hiring costs: 15,600,000 Rs per year
Company slogan:
“Choose your walk with style”
Evaluation with other shoe companies:
The evaluation of walkers regarding its slogans, campaigns, segmentation, target market and
positioning with Servis and Stylo is done below.
Servis shoes:
Servis shoes is a shoe manufacturing company that works under Servis industries limited.
Slogans:
The slogan for walkers is “choose your walk with style” and the slogan for Servis is “shoes
for everyone”. Servis creates value for its customers as the slogan itself makes the customers
believe that Servis is a shoe brand that has shoes for everyone whereas walkers creates value
for its customers as it is versatile and offers a variety of shoes (from a chapal to boots) thus
allowing people to be able to carry their own style.
Campaigns:
Servis did a campaign which revealed its slogan “shoes for everyone” and this campaign
brought the company on a completely new platform, which built a strong impression on the
consumers. The commercial took the attention of many as instead of showing its rubber
sandals and standard unenthusiastic shoes, it managed to keep the viewers engaged in the
interesting faces and expressions.
Segmentation and target audience:
Servis Walkers
Geographic
Region subcontinent Pakistan
City Lahore, Islamabad Rawalpindi
And Karachi
Rural and urban both Urban
Demographic
Age All ages 13-30
Family size Babies, kids, teens, Married Teens, married and
and unmarried and elderly unmarried.
gender Both male and female Both males and females
income Lower and middle class Upper class
Education Toddlers, School going School, college and
,college and university university students.
Psychographic
Lifestyle Outdoor oriented people Fashion oriented people
personality Ambitious and comfortable Bold and outgoing
Behavioural
Occasions Special Eid discounts, party Special Eid discounts,
wear formal gatherings.
User status First time, regular and loyal First time and permanent
users customers
User rates Medium medium
Positioning:
Positioning is to create a unique and distinctive image in the minds of the customers which
differentiates it from its competitor. Servis has positioned itself as a consistent company which not
only provides durable goods but also goods that are affordable by low class people whereas walkers
has positioned itself in a grand way as it provides excellence in the form of long lasting comfortable
shoes but at a price.
Stylo:
Stylo is a recognised Pakistan footwear industry for women. The brand is quick at
anticipating changes in fashion and has been catering to them with unparalleled swiftness
Slogans:
The slogan for walkers is “choose your walk with style” and the slogan for Stylo is “wear
your style”. Stylo’s slogan creates value for its customers as it makes the customers believe
that they are allowed to wear whatever style they like and gives them the confidence to
always stand strong. Whereas walkers creates value for its customers as it is versatile and
offers a variety of shoes (from a chapal to boots) thus allowing people to be able to carry their
own style.
Campaigns:
Stylo did a campaign to welcome 2020 named “celebrating you” and its aim was to make the
women believe that there is immense beauty and strength in diversity, so there is absolutely
nothing that could stop them from embracing their true selves.
Segmentation and target audience:
Stylo Walkers
Geographic
Region Pakistan Pakistan
City Karachi, Islamabad, Islamabad
Lahore etc.
Rural and urban both Urban
Demographic
Age All ages 13-30
Family size Babies, small boys, Teens, married and
Teens girls, married unmarried.
and unmarried
women
gender female Both males and
females
income Lower, middle and Upper class (5,000
upper ( 290 to to 40,000)
25,000)
Education School, college and School, college and
university students university students.
Psychographic
Lifestyle Achievers and Fashion oriented
strugglers people
personality Compulsive and Bold and outgoing
ambitious
Behavioural
Occasions special (Eid) Special eid
discounts and
formal gatherings
User status First time and First time and
regular customer permanent
customers
User rates Low, high and Medium
normal
Positioning:
Positioning is to create a unique and distinctive image in the minds of the customers which
differentiates it from its competitor. Stylo has positioned itself on the basis of its distribution
as the brand has managed to achieve presence in 52 cities and boasts 87 retail outlets. Whereas
walkers has positioned itself in a grand way as it provides excellence in the form of long lasting
comfortable shoes but at a price.