Brand Planning Assessment

A brand assessment provides an opportunity to evaluate the strength of a brand, to underscore the
value of the brand with customers, and to reposition the brand, if necessary, to reflect changes in the
marketplace. Crescent footwear started their journey with very few customers and now they are a
family of 100,000 valuable members.

Crescent Group embarked on its journey in 1977 with only one venture Crescent Tanneries Limited. The
exceptional success of Crescent Tanneries led the company to expand its horizon to launch three new
ventures: Crescent Leather Products Ltd., Rupali Composite Leatherwear Ltd. and Crescent Footwear
Ltd. Now, the group along with processing of raw hides and finished leathers also produces leather
products including shoes, sandals, ladies bags, belt, wallet and key ring for the local and international
market. The primary exporting markets for processed hides and leather products are North America, EU
Nations, Japan, China and the Far East Countries. The group is spearheaded by its Chairman and CEO,
Mr. M A Kader, a prominent business personality in the leather industry. Since Mr. Kader’s assumption
as the CEO of the group, Crescent has experienced unprecedented success and is growing at a double-
digit figure every year. The Groups’ annual turnover stands at $ 160 million and employs more than
3,000 employees at its facilities.

As a new concern of Crescent Group, Crescent Footwear Ltd. tries to strive to the optimum level to be
renowned among its customers. Its dedication and devotion towards attaining a position in its
customers’ mind act as a sense of encouragement to be endeavoring to its activities. A reflection of its
relentless effort to be an established company can be seen in its annual turnover of more than USD
200000 in 2014.

Crescent Footwear Ltd. started its journey in 2015 and since then is devoted in serving the needs of the
local market. It has a tannery in Hazaribagh, which processes raw materials into finished products like
wide range of shoes, sandals, bags, wallets etc. and is supplied to the retail outlets it has in places,
convenient to the customers. As a consequence of the vertical integration of its factories and retails
shops, Crescent Footwear Ltd. can sell quality products at a price, which is much lower than its
competitors. This strategy carries the purpose to attract more customers.

Crescent Footwear Ltd. is selling its product to the local market through 30 outlets.

Crescent Footwear offers a variety of products that quench the thirst of leather goods. They offer
desired products with desired sizes and encourage being desired everyday with Crescent Footwear.

Currently they have an outlet in Chittagong too.

Brand Positioning

Brand positioning is the process of positioning your brand in the mind of your customers. Brand
positioning is also referred to as a positioning strategy, brand strategy, or a brand positioning statement.
The goal is to create a unique impression in the customer’s mind so that the customer associates
something specific and desirable with your brand that is distinct from rest of the marketplace. Brand
positioning occurs whether or not a company is proactive in developing a position, however, if
management takes an intelligent, forward-looking approach, it can positively influence its brand
positioning in the eyes of its target customers.
Master-brand Positioning Tool for Crescent foot wear:

Rallying Call:

Shoes for every occasion.

Values:

Trust, value for money.

Personality:

Tour, personal footwear , every sale is a relationship.

Brand Promise:

To provide footwear for every member of the family for every phase of life wide variety, better
customer experience, Quality footwear.

Brand Truths:

Comfortable, Value for money.

Core Insight:

A trustful leader in footwear that shrives to evolve itself with changing times to offer a wide range of
variety to customers.

Customer Target:

Young working customers, married couples that influences and opinion leaders.

Competitors

 Bata
 Apex
 Khan Shoes
 Sajib Shoes
 Shajahan Shoes
 Recent Shoes
 Big Buffalo Shoes
 New Saico Shoes Shoe
 Shoe Marketing Co.
 Titas shoes Padarita Shoes
 Apurbo Shoes
 Basundhara Shoe Store
 Jibon Shoe Store
 Century Shoe Store
 Sumi Shoe Store
 Meghna Shoe Store
 Agamee Shampan Barusli Shoes
 For further enhancing positioning Crescent footwear should focus on:

 Give sales discount and free samples to influence more sales in the growing shoe market.

 Reduce the price level.

 More advertisements should be aired.

 Should build awareness among the potential users of this type of footwear product.

 Bring more design, color, and design combination to be competitive.

 To merge with the local companies and to expand more segmentation.

The consumer’s perception of brand influences their buying decision in sports industry.