Service Shoe Industry

Three colleges friend Ch Nazir, Ch. Hussain, Mian Saeed has founded service industry in 1941 at a small scale in Lahore. At that time they only manufactured hands bag and some sports goods. Service Group is well known for its consumer products and its contribution to the diversified industrial growth of the country. The group has its headquarters at Lahore; factories are located at Gujarat and Muridke Sheikhupura Road. Service Industries Limited is a flag ship company of the group. It operates two modern shoe factories. The Gujarat factory was set up in 1964 and Muridke factory commenced production in 1989. KEY Brands: CALZA, CHEETAH, DON CARLOS, LIZA, SKOOZ, TOZ Marketing Strategy: SSC use aggressive marketing and take advantage through give ads on TV channels, different campaigns and promotional activities so their competitor is so far from them on this side. Though Service is a leader in footwear industry in Pakistan with a market share of 7 percent but informal shoes Service is lagging behind Bata. Service has competitive advantage on it product range, its brands name, and Price. Service provides Customer Services through give them warranty and guarantee on shoes. The target market of Service industries limited for footwear is the whole country and some foreign market is also target market of Service. Service industry has branded its products by the name of Servis the company has introduced another brand name of prestige in the year 1985. The marketing strategy is based on location and distribution. Service shoes is located in a trendy malls and busy market that receives abandent walk through traffic. The management believes in smart strategic moves, thus they are utilizing the network of mega stores. They are focusing on differentiation strategy because the marketing objectives is to become a quality leader. Distribution Channel: There are generally three channels of distribution which are adopted by Service. 1. Producer Buyer 2. Producer Retailer Buyer 3. Producer wholesaler Retailer Buyers. Sale Strategy: Marketing and sale is very different, but have the same goal. Marketing improves the selling environment and play a very important role in sales. Service sale strategy are to drive more profits and business success. The goal is to increase the number of interactions between potential customers and the sales teams usingpromotional techniques such as advertising, sales promotion, publicity, creating new sales channel and new product design. Strategic Objectives: The strategic objectives of Service industries is that the products should meet the customer expectations and the basic concern is to satisfy the customers. Teamwork and cooperation area more important than individual action. No compromise on quality. Competitor Analysis: The competitor of Service is Bata, Mili shoes, Hush Puppies, English shoes, Metro shoes and Stylo Shoes. But the main competitor is Bata. Service has strong brand name and experienced management and has the ability to quick change in demand and big gap of markat to be captured.