Diluted positioning of Crescent Footwear

When it comes to Crescent Footwear’s brand identity and position it lacks its identity. Neither
there is a lot of ads or promotions that brings out its positioning strongly, nor does it have a
constant appeal to its targeted segment. It could not create an impression in the minds of its
consumers.
Crescent shoes comes with a notion that it offers good quality products in low price. The tagline
say “it’s not for the money, it’s all about passion” according to it’s latest TVC. Other TVCs
came with the proposition of “shopping korte taka lagena” whereby offering installment
payments through credit card. It also highlights there is shoe for everyone in the family.
Previously in 2016 it focused on its brand promise as 100% pure leather through its TV
commercial. With mixed, approach, Crescent Footwear has its appeal in between and failed to
create a constant positioning in the minds of consumers.

Other Challenges
Money-laundering controversies: The mother group and its’ chairman was accused of money
laundering a few times over the past years. The latest was in 2019 where it came to the news that
the chairman M.r MA Kader was allegedly involved in withdrawing over 700Crore taka from
Janata Bank in the name of export loans. This hampered the overall sales and revenue for the
company and affected the overall image of the company in the minds of consumers.
Lack of client reach: The pandemic has brought in a lot of changes in the behavior of customer’s;
people are inclined to e-commerce platforms for fulling many of their product and service needs.
However, the footwear industry still depends on physical presence for sales. For Crescent it as an
added challenge and currently it has only 9 outlets compared to its competitor like BATA with
300+ outlets.
At the same time, Crescent Footwear do have online presence. However, it has not been able to
reached its customer base to an extent to ensure high sales volume through this e-commerce
platform.

Reference:

The Daily Star. (2019, January 31). Tk 919cr Laundering: Crescent group boss arrested.
The Daily Star. Retrieved 27th September, 2020
from https://www.thedailystar.net/city/crescent-leather-chairman-arrested-money-laundering-
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https://www.youtube.com/watch?v=cM3T5fwr7Ao
https://www.youtube.com/watch?v=_7DiHdAkFzI
https://www.youtube.com/watch?v=YPYvO7Y2R5c
https://www.youtube.com/watch?v=TfmMM-KHeQM