Group Presentation

Submitted by:
 Anum Akber
 Mubeen Zafar
 Nasir Khan
 Salik Raza
 Zaid Sheikh
 Introduction
 After observing the adoption of fashion
among females of new and fancy
sandles r shoes we came up with the
new company known as ROWNAJ.

The USP of our company is the sandle
with removable heels. Alongwith this
we are also offering some unique and
fancy sandles or shoes with different
To provide the only premium quality
arches. and become the largest brand of
Pakistan. Our company promises to
provide the good quality and style with
comfort at every step. Rownaj wants to
gain market leadership in shoes market.
With the continuous improvements in
our products and with every new
innovation we feel our company will
soon be among the number 1 footwear
companies in Asia.
 PLACE
Marketing Mix
The Rownaj will be primarily in urban areas. They will be sold both online
as well as from Rownaj outlets.

 PROMOTION

Rownaj promotes its shoes through promoting strategies and their one
strategy of promoting their shoes is organizing a fashion/ ramp walk so
that everyone can be aware and participates in their event. Other is
through TV ads, radio, fashion magazines, bill board in reputative areas.

 PRICE
Choosing the right price for the product is a crucial decision. Price effect a
lot because it shows the impact of how consumer perceive the product as
well as brand itself. Price is the component of marketing mix. Rownaj set a
price which is a little bit higher starting from Rs. 2,000 to 8,000 and in start
we are offering discount offers so that women easily attract towards it.
 PRODUCT MIX:
 Rownaj has a huge product line some of them include


Casual heels
Flat sandals 
 Pumps
 Removable heels
 Competitive Analyses

An effective analysis of the competition should demonstrate that the
company has a realistic understanding of its major competitors and their
marketing strategies. As in with the industry analysis, a realistic
assessment makes readers feel confident that the marketing actions in the
plan are well grounded.

Shoe manufacturers are becoming more aware that consumers want both
style and comfort when it comes to purchasing footwear. Rownaj is a
unique Brand that we foresee little direct competition for as it provides
two pairs of shoes in one. However, the shoe makers who were solely
focusing on comfort and are now designing stylish shoes could be an
indirect threat, as well as those designers who are adding more comfort to
their top stylish shoes. The advantage of Rownaj is that women will have
the ability to choose heel length for their shoes. This could potentially be a
weakness if consumers are more concerned with overall comfort level
instead of the length of the heel.
Rownaj shoes are all other flat and heeled style shoes. Because
these two styles of shoes are independent of each other, and are
not combined as our product is, they would offer very little

competition that would covertly affect our sales.

 Stylo
 Borjan
 Metro
 BATA
 English Boot House
 Service
 Brand Value Pyramid
Salience
 High Quality
 Unique design 
 More durable and more reliable
 Removable heel
 Ankle support
 Sizes
 Different arched shoes (Flat, Normal and High)
 Customization

Performance
 More Reliable
 Highly Durable
 High in comfort
 Style and Comfort at every step
Imagery
 More Fashionable
 More Comfortable
 Unique design

Judgement
 Registered from Intertek

 High in comfort
 Innovation
 Different Design
 High Quality

Feelings
 Pleasure
 Comfortable
 Confident (As per research for Business women)
 Stylish

Resonance
 Loyalty
 Top of Mind recall
 Brand Key
Competitive Environment
 Flat and Heel style shoes both are competitors
 BATA
 Stylo
 English Boot House

 Service
 Borjan

Target
 Women (18-45)

Insight
 Many women cannot wear Heels with unique styles
 Every professional women face problem when every morning they
have to select a pair of heels to look graceful and confident. This
pays them a great pain and discomfort whole day
Benefits
 Highly Durable
 High in comfort
 Different arched shoes (Flat, Normal and High)
 Unique design
 Sizes

Value & Personality
 Unique design
 Self Belief
 Passion

Reason to Believe
 Registered from Intertek
 Celebrity endorsement
 Registered from Pakistan Standard and Quality Control
Authority
Discrimination
 Shoe with removable heels
 Unique designs

 Different arched shoes (Flat, Normal and High)

Essence
 Sandle with removable heels
 Appeals
Slice of Life
 Issues for Professional Women

Emotional Appeal

 Unique designs for women (Arched)

Celebrity Appeal
 Celebrity Endorsement

Rational Appeal
 Attributes of Brand (Remove Heels)

Fear Appeal
 Kill fear of ankle pain
 Laws

Law of word
 Style and Comfort at every step
 Sandle with removable heels

Law of Credential
 Register from Intertek
 Test from Quality control Center (Pakistan Standard and
Quality Control Authority)

Law of Quality
 Test from Quality control Center (Pakistan Standard and
Quality Control Authority)
 Media Plan

Advertising objectives:

 Promote product created by Rownaj

 Raise brand recognition and engagement with professional women
 Improve confidence among professional women
 Increase sales of Rownaj products
 Intended to create awareness

What do you require from the agency

 Require a new thought which change the consumers mind to be a

mass brand and if Women want stylish and comfortable lifestyle so
they have Rownaj
Target Audience
 Age: 18 to 45


 Gender: Female

What is your USP

 Unique removable Heels along with style and comfort

What are the communication Goals?

 It’s just not a shoe, it’s an comfortable and stylish shoe
which gives you relaxation and fashionable life style and
develop confidence in personality, perfect for every occasion.
Rownaj is a name of care and comfort
 Perceptual Mapping

Price
• EBH
• BATA

Innovation Comfort

• Borjan

• Stylo

Style & Design