Mehmood khoso

Servis
Shoes

Submitted to : Sir Saeed Abbas

shah

Case study

Group Members :
MEHMOOD ALI
FAHAD ALI KHOKHAR
TASLEEM ABBASI
PRIYANKA BAJAJ

Introduction to the case study :

this is a case study regarding to the new tagline of servis shoes shoes for
everyone adopted by the company when it realized that its positioning in market
needed to be reconsidered , and it also identified that the company also needed a
huge promotion.

1.Company profile :
1.1.Mission Statement: To be a result oriented and profitable company by consistently improving
market share, quality, reliability, availability, presentation, diversity and customer acceptance.
1.2.Vision Statement: To be market leader providing quality footwear and allied products.To strive
for excellence and global recognition by continuous improvement , innovation , dedication and
growth.
1.3.
Chief executive officer : Mr. Shahid Hussain
1.4.
Management teams :
Mr. Ahmad Shahid Hussain - Chief Strategy Officer
Mr. Tabish Sharif - Chief Financial Officer
Mr. Ahsan Umer - National Retail Sales Head
Ms. Zainab Khan - GM Human Resource
Mr. Farooq Hyder Shaikh - GM Marketing
Mr. Syed Jalal Ahmed Shah - Chief Information Office
2.

company History

: The story of this company started more than 50

years ago , in 1941 , this was a collective struggle of two young and newly
graduated friends from Gujranwala namely Mr. chouhdhry Nazar Muhammad and
Mr Mohammad Hussain Choudhry . initially they operated for handbags and
sports goods only in Lahore at a very small scale , but due to their consistent
struggle in a very short time their business enhanced from leaps and bounds
and within few years they were supplying their products to every corner of India
at the time of partition. In 1654 they installed a shoe manufacturing plant at
industrial area Lahore where they manufactured different kind of shoes , later
the factory was shifted from Lahore to Gujrat. Service Sales Corporation (Pvt.)
Ltd. the Groups marketing company was established in 1959. Today, the
production side of the company has flourished into Service Industries Limited
(SIL) which has world-class shoes, tyres, tubes, and rubber production facilities
in Gujrat and Muridke. SIL is also the leading exporter of footwear. Service Sales
Corporation (Pvt.) Ltd. (SSC) is today Pakistans leading footwear retailer which
is also diversifying into other businesses.

3.

Company products : the following are the famous products of

servis.
3.1.
.Liza : It is a woman footwear brand in Pakistan) introduced in 1993. Liza is the most
recognized womens footwear brand in Pakistan. This is primarily a casual and a comfort wear
shoe, its wide variety caters to different occasions and moods of a woman with a happening
lifestyle. The product range comprises slippers, sandals, and shoes. Lightweight, comfort and
style are important for Liza women and styling is to appeal a casual lifestyle with stylish smart
look. Brands recent campaign, Liza: The Fun Side of Life revolves around todays woman
who lives an active lifestyle. Wherever she goes, people get distracted by her shoes and charm.
The ad features leading models Mehreen Raheel and Mikaal Zulfiqar in an on-screen chemistry
thats hard to miss. Liza promises to offer a balance of comfort with modern styling for todays
woman.
3.2.
Don Carlos, the first mens mega brand in Pakistan, made its debut in the shoe market at
a time when brand building was in its infancy. With an intriguing and an exciting brand
personality, Don Carlos over a period of years has inevitably become mens style leader in the
footwear industry. The brand features fine craftsmanship and distinctive designs with handcrafted details and cutting-edge quality. Don Carlos promises to unlock a world of possibilities
for todays man.
3.3.
NDURE: Launched in 2008, NDURE is a recent addition to the SSC
brand portfolio. It offers a platform of convergence for the new generation.
The product range comprises casual, formal and sports shoes for men and
women, focused on the urban lifestyle across a broad band of styling,
ranging from basic to fashion. SSC offers this brand primarily focusing on
urban consumers and is in sync with the global trends, a brand that is young
at heart.
3.4.
Cheetah is Pakistans leading sports and performance footwear brand.
Over the years, the brand has developed a cult following among sportsmen
and has come to symbolize the sportsmans spirit. It has been endorsed
over the years by sporting legends including Javed Miandad, Jansher Khan,
and Shahid Afridi. Today, the brand offers cutting edge designs for a variety
of sports including Cricket, Football, Tennis, Hiking, Outdoor & Basketball. It
has one of the most coveted collections of running shoes. New initiatives by
the brand include its womens range of performance sport and casual shoes.
as a brand, Cheetah symbolizes passion and has no parallel on the ground.
3.5.
Calza is a brand that has its inspiration rooted deep in Pakistan and its
culture. It is a brand for the man who faces challenges of his everyday life
with a smile; striving for more, but doesnt forget where he belongs. Popular

movie star, Moammar Rana, is the face of the brand in its campaign Meri
Dharti Mera Calza (my nation my Calza) that encapsulates the struggles of
a man who dreams of making it big in life with his roots grounded to his
cultural values. Calza product range comprises affordable slippers, sandals
and shoes for all day wear in varying weather conditions.
3.6.
SKOOZ brings fun to school day with comfortable, durable and
lightweight shoes. The product range covers school shoes for boys and girls
across a broad age band. Over the years, SKOOZ has kept pace with the
childrens varying interests and continues to offer fantastic product range
along with hard to ignore promotion deals through scratch cards,
international trips, freebies, tennis balls and sweepstakes. SKOOZ makes
sure that the back to school time for children is every bit exciting.
3.7.
TOZ is a world of fun for kids. It features shoes for boys and girls with
vibrant colors and attractive styling. Extra care is taken in ensuring comfort,
fit and safety in product design. TOZ promises to open up the imagination of
kids and take them into a world filled with excitement, adventure and fun.

Additional businesses

4.
:
4.1.
Shoe planet : Shoe Planet is a unique shoe shopping destination store,
offering product quality and design at par with the top international brands
in an engaging shopping environment.
4.2.
Servaid : This is a diversified business of servis company, set up in
2005. Servaid Pharmacy was established with a vision to market and sell
products from all leading national and multinational pharmaceutical
companies. With round the clock services and qualified pharmacists on duty,
Servaid differentiates itself with its focus on customer service and general
health.

5. products retailing : company has retail its retails stores showed in following
map.

6.

Competitors analysis

:
6.1 Hush Puppies :Hush Puppies is one of the fastest growing shoe
company in Pakistan. Hush puppies is targeting upper class customers with
the price range of Rs .1895-4395. Hush puppies offering 50% discount on its

article at their factory outlet. Hush puppies distributes direct from their
warehouse in factories. Hush Puppies focus is to provide comfortable and
reliable shoes. The outlet of Hush Puppies has online system to place order
to factory. To forecast monthly demand company conduct meeting and use
previous data of twelve months. Retail outlets receive orders after two days
of placement of orders. For further customer relationship Hush Puppies give
trainings to its employees every year.For this purpose they also trained new
employees .
6.1.
Bata :In past ,Bata targeted middle and upper class customers but
after massive abundance of Chinese shoes in Pakistan Bata has been
changing its strategy with respect to target market.Now Bata offering
Chinese outsourced shoes with their own bata brand to capture the large
segment of target market of price conscious buyers which were not targeted
properly in past. So the main strategic focus of bata company is to achieve
low manufacturing cost. Bata is using outsourced channel in which they are
manufacturing Chinese based shoes from their own factory in china. The
purpose of shifting some of their manufacturing site in china is the low
labour and electricity cost.
6.2.
Stylo : The global fashion market is growing by leaps and bounds and
indeed, the fashion footwear industry is no exception. Stylos production
capacity and existing infrastructure are prime reasons for making it a
perfect entrant into the global export market.
7.

Promotional activities : servis mainly focused on Below

the line promotional activities , their promotional activities and associations

regarding different products include :
7.1.1.
Liza : The Fun Side of Life revolves around todays woman who lives an active
lifestyle. Wherever she goes, people get distracted by her shoes and charm.
7.1.2.
Don corlos : . Don Carlos promises to unlock a world of possibilities for
todays man.
7.1.3.
Cheetah : It has been endorsed over the years by sporting
legends including Javed Miandad, Jansher Khan, and Shahid Afridi.
7.1.4.
Skooz : . SKOOZ makes sure that the back to school time for
children is every bit exciting.
7.2.
. TOZ : Toz promises to open up the imagination of kids and take them
into a world filled with excitement, adventure and fun.

8.

Problems faced by servis because of its

promotion :

8.1.
Even the servis is leader in footwear industry in Pakistan with a
market share of percent but in formal shoes servis is lagging behind bata. In
past , servis has more focus on sports and casual footwear .
8.2.
Even servis shoes has different brands and they were properly
promoted in past with different strategies as above discussed , however the
mother brand lacked the attention , and it was over and again seen that
people were having overly attention to different products rather than the
mother brand. As mother brand was not properly promoted, so people had
mixed kind of thoughts and image about the mother brad and the company
found it difficult to position itself properly in market . Which could cause a
long term negative effect to the company name .
8.3.
The company mainly focused on BTL activities for promotion , which
was good as low cost strategy however it was obviously seen that the
company was losing its market share day by day becauseeven the company had a large gap in
market and different opportunities but it only focused on few and selected customer base using
BTL promotional activities.

8.4.
The company mainly operates on old manufacturing method, hence
comes with traditional kind of products, not only the company had the more
focus on sports wears but also it was clearly observed that the company
lacked in the market of females footwear , this was the market segment
which needed a huge consumer insights and a huge variety in products so
that the female customers could be satisfied properly , however the
company had only classical type of products for the female, and this posed a
great threat for the company for its future operations in the market segment
of females.
9.

What the company actually needed for

overcoming above problems : if properly analyzed
then it could be very much clear that the companys positioning in marketing
was a great weakness of the company, because it entered the market mainly
serving with casual and sports footwear, and operated in that market for a
long time, so the company has built its image of serving casual shoes, even
the company now has a large number of variety being a solution to different
customer needs , however the company lacked the proper positioning,

moreover the companys different campaigns for its different individual

brands also made the mother brands personality muddled, furthermore the
companys lack of investment for ATL promotional activities showed that
company was going on a smooth track back to destruction. So the company
mainly needed :
9.1.
To change the perception that the company not only focused on sports
shoes but also it operated for females, kids, and for different people
belonging to all walks of life.
9.2.
Wanted to have a proper position as a company in consumers mind,
event the compnys different brands had an individual identity.
9.3.
Wanted to focus on all the market , rather than few customers that it
already approached through BTL promotional activities on its outlets.

Solutions

10.
: if properly analyzed it was clear that in simple words the
company needed nothing else but a large promotion and the different
positioning in market. Which could only be done through a new tagline for the
company with its huge promotion , which could not only grab the attention of
the customers but also it could be a cause of repositioning given that the
tagline was of the required kind.

What company did

11.
: so the company for the solution of the
above problems which were mainly related to each other came up with the a
new tagline . which was shoes for everyone , this truly promised that the
servis company not only focused on sports shoes but also on all kind of
customers, this not only repositioned the company , but also it was a general
kind of promotion for whole the company , so it also proved to be the
promotion of the mother brand, which the company severely needed for a
large time, moreover when it was on air on different mass media sources as a
commercial it also fulfilled the need of ATL activities for the promotion.

How the company did it

12.
: company came up with a
new ad with a tagline shoes for everyone , in which different people belonging
to different walks of life were shown , wearing foot wears of servis , from kids
to female this ad covered all the market segments , the images , sound,
characters and different things in the ad truly reflected that servis shoes had
soluitons to the needs of all kind of customers for foot wear. This ad after
showing different people belonging to different walks of life concluded with
the claim i.e. the tagline which was shoes for everyone .

Impact of the new tagline

13.
: the problems that the
company faced regarding the promotion as above discussed , were truly
identified by the company and this new strategy not only repositioned the
company, but also it made a clear cut image of the company in market,
moreover when the ad was on air it also grabbed the attention of a great
customer base which the company severely needed.