RETAIL AND SALES MANAGEMENT

ASSIGNMENT 1
BORJAN and STYLO
M OWAIS HAIDER NAQVI
02-111191-278
BBA-7E

The two competing retailers that I chose are Stylo and Borjan. Both are well known
footwear retailers based in Pakistan. In the following report I have made a comparison
among the two brands and analyzed their strategies from the retail perspective.

INTRODUCTION
ECS is A large family-owned chain of ladies’ footwear and accessories retail outlets. ‘Walk
the fashion” footwear’ is their slogan. The Company is involved in imports of raw materials,
shoes and bags, manufacturing, retailing, wholesale, and exports.
Borjan is a quality-oriented company that produces ladies’ shoes and many other ladies’
products like bags and wallets in Pakistan. In the beginning they faced intense competition
in the market but soon became a recognizable brand.

TARGET MARKET
Through the research and observation, we found that almost 80% of Borjan customers are
female. A manager said that they segment their customers on the income basis; they
choose to open outlets in those areas of any city where they hope to encounter maximum
customers from only upper-middle- and upper-class females. And most of them belong to
the upper-middle- and upper-class families of the city. And due to Borjan’s trendy and
fashionable products, customers are usually of age between 16 to 50 years and catering
most of the population.
Borjan has the social class as their target market. Their audience comes from high class
families along with the lower or middle class which means they have products that are
affordable for everyone which gives them advantage and helps them stay in the competitive
footwear market of Pakistan. They have kids’ footwear too which shows that they don’t
restrict their target audience to a certain age which gives them a competitive advantage.

THE RETAIL MIXES

Merchandise: Borjan products include all sort of ladies’ footwear. Sandals, slippers,
heels, flip-flops, moccasins, dress shoes, bridals and now also kid’s shoes and ladies’
purses. Most of the shoes are made in their local factory by their own skilled
craftsmen. The rest are either sourced from Karachi or imported from Thailand. In
addition to shoes, they now proudly display an extensive range of ladies’ handbags
 and shoulder bags. Borjan offers a wide range of shoes from formal, casual, bridal,
flat, and party wear. From high heels to flat slippers, it’s all articles are comfortable,
durable, and up to dated. They provide an up-to-date fashion bag, clutches in
different styles and colors both for women and girls. They include formal, casual,
party, and bridal bags, clutches. Its jewelry collections also vary from casual, formal
to bridal. Stones used in bridal jewelry are imported from different places. Along
with a vast range of ladies’ shoes it offers an eye-catching range of kid shoes too,
according to taste of teens and kids.

 Pricing: Borjan manager told in his interview that Borjan being confident of its
strategies and its product do not fall into competitive pricing. No doubt Borjan keep
on announcing different discount and cuts in prices to attract more customers. But it
set price level using cost as base price = cost + margin. Different types of price cuts
that are offered to the targeted audience.

As Borjan products are aimed at all social classes. Its product prices range from 290
to 25,000. So, it is very affordable to shop at Borjan..

Advertising and promotion: Borjan have always spent vigorously in such campaigns.
They have designed their own transport trucks with very attractive banners of their
brand to serve as an advertising agents

Borja uses the following media for its promotion: tv, internet, radio, and magazines.
Borjan is also using its Facebook page to stay in touch with its market.. Anyone
having a Facebook account can access its latest design photos, play quizzes, and can
book a pair of shoes online.

 Customer service: both brands provide exceptional care for the customers. Not just
while in the store but after sale services too. Defected shoes can be repaired or
changed. Misplacement of stones from jewelry, shoes or clutches can be
repaired/placed. They also offer warranty of shoes and accessories. They both also
make sure that their customers could get the best service possible and for their
convenience, contact information is given on their site. purchased can be changed
within a week.

COMPARISON OF THE MERCHANDISE

BORJAN STYLO
Variety Casual, formal, bridal, bags Casual, formal, bridal, kids,
bags, jewelry
Assortment Wide assortment available Wide assortment available
Price Range 900-8000 RS 500-10000 RS
Ambience Bright lights, calming music, Very crowded, dull lights, no
 not very crowded music.
Services Exchange service, friendly Exchange service available
staff
SKU 2300 skus available 2000 sku
Size of your visited store One floor widespread store. Two floor store.
(Optional)