A report on Crescent brand paints a picture of its brand's current scenario comparing with the industry. It further provides a detailed marketing strategy for the brand.

1. The
A H
C WS
MKT 465: Brand Management
Report on: Rebranding Crescent Footwear
SUBMITTED TO
Zarjina Tarana Khalil
Senior Lecturer
Department of Marketing & International Business
North South University
SUBMITTED BY
Team Cash Cows
Name ID
Mashuqul Alam Ishti 1712093630
Zahid Alam Shovon 1712361630
Waseka Nourin 1712579630
Maisha Naoshin 1611819030
Syed Ridwan Halim 1712019630

2. Letter of Transmittal
Date: 25th August, 2019
Zarjina Tarana Khalil
Department of Marketing and International Business
School of Business and Economics
North South University
Subject: Submission of Rebranding Crescent Footwear
Dear Mam,
It is a great pleasure for us to be able to hand in the submission of rebranding plan for
our proposed company, Crescent Footwear. This plan is the culmination of the
knowledge we have compiled from the respective course, MKT 465 (Brand
Management) as well as sources from the Internet, and your constant guidance.
Throughout the entirety of the time during which we completed the plan, all members
of the group performed their level best by diligently working on the sections of the
work we divided among us. Though we are in the learning curve, this report has
enabled us to gain a better understanding about the nooks and corners of rebranding.
We thank you for your invaluable insight into assisting us in assessing the feasibility of
each section of the plan. We hope you will appreciate our hard work and excuse the
minor errors.
Sincerely
Zahid Alam Shovon
Mashuqul Alam Ishti
Waseka Nourin
Maisha Naoshin
Syed Ridwan Halim 03, Spring 2019
2

3. 3
Acknowledgement
It is an honor for us to express our sincere gratitude and thanks to our distinguished
faculty Zarjina Tarana Khalil, Department of Marketing & International Business,
North South University for her regular guidance, valuable advice, inspiration and
supervision. We would not have been able to finish this report if it was not for her.
Throughout the project, her lessons about branding and marketing served as a guide for
us.
Our thank goes to our classmates who have inspired us to work harder by their
thoughtful discussions in the class. The students in this class are truly remarkable and
our team knew we have to give our best.
We also like to thank anyone else who directly and indirectly help us write this report or
help us in the meantime. This is not just our report- this belongs to everyone who have
played any role in helping us.

4. 4
Executive Summary
Crescent Footwear started their journey back in 2015 and even though they initially
held a strong place thanks to their USP but they could not keep up with their
competitors for many reasons. Their sales have been declining for many years now and
they have a lackluster brand equity. Thus, as a project we have decided to work with
Crescent Footwear and work on rebranding it. We analyzed the current branding
strategy of the brand and based on our analysis- we have provided a guideline for the
new branding strategy. It includes- reintroducing the brand elements, strategic changes
and IMC tools to promote those changes. We believe following our guideline could
help the brand to regain its place in the market.

5. 5
Table of Contents
1. Industry Analysis
2. Situation Analysis
• Company Overview
• Current Brand Elements
• Current Target Market
• Current Perception of the Brand
• SWOT Analysis
3. The Conflict
• Competitor Analysis
• Audience Overlap
4. Rationale for Change
• Problems Identification
• Root Problem Identification
• Opportunities Identification
5. Strategic Changes
• Small Idea
• Big Idea
• New Target Market
• New Positioning
6. New Branding
• Brand Elements
• Brand Associations
• Brand Personality
7. Market Execution
• 7Ps Analysis
• Media Selection & Strategy
• IMC Activities
8. Conclusion
6-8
9-12
10
10
11
11
12
13-16
14
16
17-20
18
19
20
21-15
22
23
24
25
26-33
28
30
32
34-51
35
41
43
52

6. 6
Industry Analysis

7. 7
1. Industry Overview
The increasing purchasing capacity of the
people in Bangladesh has led to the
expansion of Footwear industry in whole.
People are showing interest in buying
shoes on the basis of their fashion taste,
personality, brand preference. The local
brands have played a very strong role to
create the want for fashionable and
comfortable footwears. More importantly,
the people from the upper and upper middle class have showed more interest to spend more money
to buy a footwear of their liking.
The per capita consumption of footwear industry was around 1-2 pairs in recent years which is
already more than what it used to be (thedailystar.net/business/footwear-market-expands-fast-
demand-rises-1394254). We can only predict that the per capita consumption will increase due to
the economic growth. The pie of the market will get bigger and the players in the market will be
fierce to get a bigger piece.
Even thought, the valuation of the industry is vague and no clear data is found anywhere but some
industry insider have predicted the value of the industry to be around 16000-1700 crore taka and it
is growing at the rate of 10-15 percept per year.
Bangladesh has ample amount of raw materials to make the process of the footwear industry easier
and the labor cost is low as well. This opens the gate to not only fulfill the demand in country but
also to tap on the international market.

8. 8
There are more than 30 local footwear companies in the industry right now. The big fish is Bata
while Apex follows. Other brands are following them from afar and going on with significantly
smaller portion of the market. To survive in this competitive industry- a brand must be up to date
with their design, be comfortable and provide value for money or a brand will definitely become
obsolete.

9. 9
Situation Analysis

10. 10
2.1 Company Overview
Crescent Footwear Ltd. Is renowned for using premium leather in their product which provides
stylish look and comfort at the same time. Despite this unique selling proposition, Crescent has
failed to grasp the market due to poor communication with the customer and targeting customer
base who cannot afford crescent shoes. Crescent has been also focusing a lot on vertical
integration that has led to the target group confused and unaware of its core product and it's USP.
2.2 Current Brand Elements
Name: The word crescent means ‘the curved sickle shape of
the waxing or waning moon'. However, the meaning doesn't
match the product in any manner as the name itself is named
as a part of the mother brand i.e. crescent group.
Symbol: The symbol represents three crescent moons-
connecting with the name of the brand. Despite representing
the product anyway- the symbol only represents the mother
brand.
URL: The current URL for the brand is- http://crescent-group.com/crescent-footwear-ltd-2/.
Crescent footwear does not have their own URL and is only a part of the mother brand’s URL.
This is a very major drawback for the brand because it takes away from their unique identity. The
brand feels like a part of big entity to the customers and they tend to move away from brands like
this.
Tagline: The current tagline is lackluster to say the least. “We provide 100% leather products” –
is a very functional tagline. It focuses on their USP which is a good thing but it sounds very
forceful and unimaginative. It does not evoke any thoughts or questions in the mind of people.

11. 11
2.3 Current Target Market
Currently, there is no specific target market for crescent shoes and they follow the
undifferentiated marketing strategy. Despite having superior product and premium pricing-
Crescent wants to sell to everyone and everywhere. The evidence for that statement are the huge
number of outlets everywhere and the promotional campaigns that imitate Bata & Apex.
2.2 Current Perception of the Brand
Crescent footwear is definitely not the brand of choice for the people- the number of sales and
market share is the proof of that. But what does people think of Crescent? Simply put- Crescent is
the more expensive leather substitute for Bata and Apex. This is not a good place for any brand to
be as Crescent does not have their own identity. Usually, you can find an outlet of Crescent
nearby the outlets of Bata or Apex or other shoe brand. The brand even behaves like a follower of
its other competitions. And if a collection of Brand acts the same way, the customers will choose a
brand based on- price, reputation or loyalty and Crescent can not beat its competitors with price
nor it has a well-known reputation. The number of loyal customers are also quite few at this point
or at least not enough.

12. 12
2.3 SWOT Analysis
• Crescent uses 100% pure leather to
give the ultimate comfort.
• Strong Supply Chain which leads to
produce a premium product and
provide value for money.
• Rich Human resource from the
mother company through which they
can employ a top designer and
shoemakers of the industry.
THREATWEAKNESS
OPPORTUNITYSTRENGTH
• Demand for Leather product.
• An untapped premium niche market
for Urban lifestyle.
• Poor communication of the value
proposition
• Abysmal online presence- both
website and social media
• Ineffective targeting turning them
into an expensive brand rather than
valuable brand
• Perceived price is higher than
perceived value.
• The market is saturated with strong
competitors
• Low cost fake shoes are available in
local market
• Sales of foreign shoes via online
penetration
The swot analysis of the current Crescent footwear brand implicates more weaknesses and threats
than strengths and opportunities- which is a big indicator that the brand needs to go through a
change or the weaknesses will subdue the brand from the inside and new threats will stack up and
along with the old ones- will make the company obsolete.

13. 13
The Conflict

14. 14
3.1 Competitor Analysis
Even twelve years ago, foreign shoes were very common in Dhaka. Today this trend has changed
a lot since locally made branded shoes are widely available under various local brands. Today
Bangladesh ranks the eighth position when it comes to the production of footwear in the world.
Local manufacturers have been into this business since a long time but previously they were only
restricted to export. Since the purchasing power of people has increased more local brands are
entering this industry. Crescent has the following competitors in the market:
•Apex Footwear is the second largest competitor
after Bata. Apex holds 8% of the market share and
their positioning is that they want to cater to mass
market by offering them with variety of shoes at
varying price ranges.
•Bay Emporium usually target young and older
people. They do not entertain shoes for kids
usually.
•Bata is the market leader and biggest competitor
with 22% market share.
•Orion focuses on producing stylish footwear.
They mostly target women and are moderate
competitors.
•STEP focuses on comfort and they also target
women and are moderate competitors
•Hamco, Zeils, Jennys, Fortuna, Vibrant,
Leatherex, Walkar, Falcon and Sampan are also in
the market but are not that popular. The strength of
competition from these brands is low.

15. 15
A detailed look into the competitors-
Brand
Name
Market
Position
Entry
Time
Tagline
Market
Share
Price
Range
No. of
Outlets
Bata
Market
Leader
1962
ME &
COMFORTA
BLE
WITH IT
22%
120/- to
11,000/-
265
Apex 2nd 1990
Style Hobe
Aramse
8%
150/- to
15,000/-
220
Bay Undefined 2006
Sob
Uthsobe,
Sobar
Sathe
Undefined
590/- to
3,490/-
50
Orion Undefined 2015
Never be
the Same
Undefined 30
Zeils Undefined 2012 Undefined
190/- to
2,390/-
15
Crescent Undefined 2015
We provide
100%
leather
products
Undefined
650/- to
5490/-
30
Jennys 3rd 1992
Paye Paye
Poth
Chola, Paye
Paye
Kotha Bola
Undefined
690/- to
3900/-
15
Fortuna Undefined 2011
Walk to
Success
Undefined
200/- to
2400/-
30
STEP Undefined 2014
My
Comfort
Zone
Undefined
365/- to
1515/-
15
Shampan Undefined 2012
Making an
Impression
Undefined
590/- to
2,990/-
13

16. 16
3.2 Audience Overlap
Crescent produces leather shoes and superior product which naturally means they have to charge
premium price but the perceived value is not premium because of the promotional practices. The
Despite being different from the market players- the communication is the same. It is a problem
for the whole footwear industry. Every competitors communicates in the same to the same people
which creates an audience overlap. This works for Bata because they were the first one and Apex
because of their large portfolio and being the natural second choice after Bata. It does not work
for Crescent because of the pricing and how different they are in general.
If we take a look at the
ads for Bata, Apex,
Orion and Crescent
together we can see the
similarity between them
and how they are trying
to communicating to
the same type of
audience. This is how
audience overlap is
happening in the
industry. Even with the
similar ads- Crescent’s
ad still come out as
unimaginative and poor
in comparison.

17. 17
Rationale for Change

18. 18
4.1 Problems Identification
• Poor marketing Strategy overall- Crescent has very poor marketing campaigns. None of their
promotional materials can generate or highlight the sense of premium quality in them. In fact,
they give regular discounts and make campaigns for almost every target audience. One
example is below. Premium brands do not usually give 70% off as the perceived value of any
premium brand decreases through this.
• Failure to compete with the competitors due to poor targeting of audience- Crescent being
a premium brand has been targeting people of all age and income group. Even though they are
a premium brand they did not target properly. They should have targeted the elite class but
since they targeted everyone they failed to compete with the competitors.
• Consumer doubting the value proposition at the given price- Premium price means
premium quality. Premium quality is only for the premium people but since Crescent targets
everyone but with a high price. So consumers think that they are being charged extra without
any premium quality.
• Lackluster tagline that does not appeal to many people- ‘’We provide 100% leather’’ is their
tagline and this does not appeal anyone. The tagline is dull and very clichéd and this very
straightforward message just reduces its credibility.

19. 19
4.1 Root Problem Identification
Undervalued BrandEssentially, Crescent is a brand with premium product but even the brand
itself does not communicate that properly. Thus, the brand became
undervalued by the customer as they only perceive it as expensive not
premium. The core problem comes from the brand itself as it failed to brand
themselves to their potential and remained a follower in an industry where
they should have their own place.

20. 20
4.1 Opportunity Identification
• Untapped Potential: As the core problem suggested- the brand does not live to its potential; it
also suggests an opportunity for the brand. The brand can be rejuvenated if they start to realize
their own potential by changing their communication to shift the current perception of the
brand in the mind of customers.
• Demand for leather products: Today’s Bangladesh has an increase in income level. The
people of this country are willing to invest more in luxury products nowadays. They are willing
to spend money in good quality products such as leather items and thus there is an increase in
need for leather products. Thus there is an untapped market and need that needs to be served
and Crescent can tap into this market.
• Untapped niche market for urban lifestyle: Urban people are always looking for luxurious
products. They feel that luxurious products add value and sense of prestige to their lifestyle.
Since Crescent produces leather shoes that are ideal for the elite class, this is an opportunity for
tapping into niche market for urban lifestyle. Since this market has not been tapped yet with
this kind of product.
“When things cannot
get any worse,
it can only get better.”

21. 21
Strategic Changes

22. 22
4.1 Small Idea
As mentioned previously, the brand is not living to its potential- we are going to work on
changing that. The true potential for Crescent is to be a premium brand as it is supposed to be.
And the first step for any brand to be premium is if the marketer promote the brand as such.
Therefore, we are going to treat the brand as a proper premium brand from now on. Every
activities and every communication will have to make sure that the brand is treated as such.
Treat the Brand as
“A Premium Brand”

23. 23
4.2 Big Idea
We have noticed that the previous tagline “We provide 100% leather products” was sort of
product centric since they just emphasized on their product quality but we plan on associating the
product with the consumers while mentioning about the quality so by emphasizing on
“Confidence” we can portray how our shoes provide that sleek, professional look that would
provide a person with the confidence they need while assuring the best quality. We believe in the
concept of dressing for success since your outfit gives a first impression and it can at times
change how you get treated in certain situations and places such as – if you dress well in a fitted
attire people are going to notice you more you’ll get treated better by the people surrounding you
compared to when you dress sloppy because people tend to be judgmental either intentionally or
unintentionally. So, it is recommended by professionals to buy the best-quality shoe that one can
afford and going for quality over quantity since you can say a lot about a person’s personality
from the shoes, he/she wears. That is exactly what we are trying to do here at Crescent. We want
to be that pair of shoes a person wears when he/she needs that boost of confidence on his/her
important days such as meetings, presentations, social events, interviews etc.
Associating a strong
emotion with the brand

24. 24
4.3 New Target Market
Since the previous target market was undifferentiated, we have decided to narrow it down a bit by
getting rid of the children’s shoes section and reducing the number of outlets at unnecessary
places and working on promotion for the existing few to reach the new target. The new target will
be-
Demographic:
18 to 35 Years
Primary: Male | Secondary: Female
Occupation: White Collar Job-holders,
Businessmen, Young Professionals and students
Geographic:
For the geographic segmentation we
are targeting the urban area of Dhaka
as our primary target and Sylhet and
Chittagong as our secondary target.

25. 25
Psychographic:
Socio Economic
Class
• Upper Class
• Upper Middle Class
Lifestyle
Class
• Succeeder
• Explorer
• Aspirer
We are targeting only the upper and upper-middle class people because they are the ones who can
afford the shoes. When it comes to lifestyle our target market is primarily the people who strive
for confidence and want the best quality product available for themselves. They are usually
workaholics and top management. We are also targeting explorers and aspirers to an extent since
explorers tend to try new things which means they are more innovative than dogmatic and that is
exactly what we need right now since the brand awareness is still low and when it comes to
aspirers, they are more materialistic and fashion conscious so they would go for our shoes because
of the sleek and stylish appearance.
4.4 New Positioning
Crescent in a company that provides premium
quality fashionable footwear for your active
and happening life

26. 26
New Branding

27. 27
Revealing New Crescent

28. 28
The brand elements are the keys that uphold a brand and makes it complete for people to
recognize it. For the new Crescent we will be discussing the following brand elements:
• Name
• Logo & Symbol
• Color
• Tagline
• URL
5.1 Branding Elements
Name: We kept the name same as before, as the mother company name Crescent has its own
recognition as a leather brand. So, keeping Crescent at the start of the brand name will save us
from creating brand identity from the scratch. Crescent Footwear will remain the name. It will be
easily recognizable by the people and they can associate it with a leather footwear brand, from the
name Crescent.
Logo & Symbol: The new logo is a fully reinvented one with a rustic feel in the logo design. The
narrow shapes that has surrounded the brand name has a leather texture. It covers edge to edge
around the whole logo. The fonts used for the brand name is sharp and bold which represents
exactly a confident person. Very bold and sharp. The fonts for the tagline is in a scripted form
which shows elegance and also has a clear view with the bold font of brand name above it. It will
be very easy for everyone to remember the tagline whenever they see crescent footwear logo or
brand name anywhere.

29. 29
www.crescentfootwear.com.bd
Color: The color of the logo and brand is brown (a mixture of
caramel & brunette). The color brown represents reliability,
confidence & comfort. Which totally forms the strong
emotional association that we are trying to portray in our
rebranded Crescent Footwear. A brand that upholds confidence
with a rustic look as well as gives comfort with 100% pure
leather. This gives the brand the perfect finishing corelating
with its slogan.
Tagline: The tagline for rebranded Crescent Footwear is “Confidence comes in pure leather”
which replaces the previous tagline “100% Pure Leather”. The previous tagline used to portray
the functional offering only. Now, with the redefined tagline Confidence comes in pure leather it
not only has kept the brands authenticity of functional offering but also gives the strong emotional
connection and associated the target market with the tagline perfectly. The tagline has the perfect
combination of the emotional and functional approach to the consumers. It defines the target
market who are looking for such a footwear that suits their productive and progressive lifestyle
with a touch of elegance on their attire and posture.
URL:

30. 30
We will have a website for Crescent footwears which will be – www.crescentfootwear.com.bd
where there will be bunch of segments. First of all, the portfolio of both Crescent Signatures and
Crescent Everyday will be there. Which are our two footwear categories. Also, the concept of
Your Crescent category will be based on full web mass customization. Anyone can open a free
account in the Crescent Footwear website and can pick bunch of options according to their own
preferences. Suppose anyone has bought a suit for a party and now wants to match the shoe color
with it. He/she can upload the full image of the shoe and then they can get suggested colors
matched with the suit from our available stock. If the color doesn’t match the available ones, one
can completely select the shoe color by a color picker and get the exact same color as the suit
with his/her crescent shoes. From shoes color to lace, anything can be customized on the website.
Every customized and non-customized product will be available for home delivery and for free
home delivery in specific regions. Last but not the least, the Crescent Footwear community will
be on the website where all the free account holders of the website can showcase their crescent
collection and moments and can interact with each other. All the Crescent Footwear events will
also be published on the website.
5.2 Brand Association
Of course, being a premium brand, Crescent will be associated with feelings such as luxury,
elegance. Other than that, There will be two kinds of associations for the brand:
• POD Associations
• POPAssociations
Of course, being a premium brand, Crescent will be associated with feelings such as luxury,
elegance. Other than that, There will be two kinds of associations for the brand:

31. 31
POD(Point of Difference) Association:
These will indicate the elements that will set Crescent Footwears apart from the available
footwear products in the Bangladesh market. These are the ways in which it should be done –
• Function Design: The collection of Crescent Footwear will have a unique rustic series of
products that will have the attractions for the customers. Every design will have different
supplicated approaches to the feeling of the customers who visit the crescent outlets or the web
stores. The bunch of confident people will find their personality associated with these elegant
designs of the footwears of Crescent.
• Key Attributes: The key attribute will be the pure leather that has been associated with the
brand for a long period of time in the Bangladesh market. Crescent’s promise on delivering the
absolute pure leather footwears will be the core of the product. It will ensure the utmost
comfortable experience yet with a premium outlook.
• The Strong Persona: This is where the Crescent Footwear is completely distinguishable with
the other footwear brands, and that is the personality that is created by the rebranded Crescent
Footwear: Confidence Comes in Pure Leather. The opportunity for the customers to relate to
one of the strongest emotional appeal that they want to achieve and want to relate it with their
lifestyle and activities. The urge to be confident in their every important stage of life will be
connected with their choice of footwear, which is Crescent Footwears. The Crescent Footwear
will not be selling a series of product only, but also will be perfecting a lifestyle and persona
among the consumers.

32. 32
POP(Point of Parity) Association:
Among three kinds of POP associations, Crescent Footwear will have two of them and they are:
• Category Point of Parity: : Crescent footwear unlike any footwear will offer most of the
variety of footwear products in both physical outlets and web store. Outlets will have first-hand
(foot) experiences for every product available in the outlets
• Correlational Point of Parity: Despite of being a premium footwear brand, Crescent Footwear
will have a segmented category for the people who seek for a regular usage with a quality
offering. This will correlate the core offering with this subsidiary model.
With the above POD and POP associations we can see that from the consumers perspective the
associations are certainly desirable because the premium experience and the footwear has a
demand in the market and the differentiation personality association lets the consumer decide to
go for Crescent Footwear. As for the firm’s approach, it surely is deliverable as the positioning is
feasible and also profitable for the brand.
5.3 Brand Personality
Previously, Crescent had a very undefined personality. We must remember that we should treat a
brand as if it is a living entity and just like any other living entity- it must have a personality.
These are the kinds of personality traits Crescent will uphold-
• Competence
• Sophistication

33. 33
Competence: The Progressive One
People full of competence are the ones who are successful, hardworking, competitive and who
wants to feel accomplished in life. The desire to keep progressing in life is what Crescent
Footwear users wants. So, the brand personality associates with these people through its
competence. These usually incorporated people who are in the corporate workforce and also
business man with prestige. Therefore, the communication of the brand will make sure the vibe of
it represents competence.
Sophistication: The Elegance and Prestige
The success of life offers elegance and prestige to people and that is something they want to
sustain. The feeling of self-confidence is the utmost sophistication that the people want in their
lifestyle. By associating with it Crescent makes sure that the customers are preferring crescent
rather than any other brand to sustain their elegance and prestige in their important moments of
life. And thus the communication and behavior of the brand must mirror upon that.

34. 34
Market Execution

35. 35
6.1 7Ps Analysis
Product:
One of the biggest problems with the current product offering of Crescent is that they are very
ambiguous and have an unnecessary big portfolio. They have product for men, women & children
and for both casual and formal wear. Thus, when someone comes to the shop- they find
themselves confused to what the brand stands for. The brand wants to sell everything to everyone.
Here are the following changes we will be making in the product offering:
Scrapping of the Children section: As the target market suggested, Crescent will no longer offer
product to the children anymore. This will not only cut off a chunk of production cost for the
brand but also it will help create the exclusive brand image that we want to build. People who
prefer exclusivity will be attracted by the fact that the shop is only for them.
Defined line: Crescent currently have a very ambiguous lines of product as mentioned earlier.
Therefore, we want to build two defined lines for both men and women. And the lines would be-
Crescent
Signature
Crescent
Everyday
Your
Crescent

36. 36
Crescent Signature: The signature line of the Crescent footwear would be the literal signature
line for the brand. This will consist of the formal shoes made from pure leather. The vibe of the
signature line would be very elegant and classy than the other line. The designs will be exclusive
and limited. We will have a design team to constantly amp up the design because it is very
important for us that the Crescent Signature is always superior when it comes to being elegant and
classy.
Crescent Everyday: The other line for the Crescent footwear is the Crescent Everyday- which is
our casual footwears. This line is for the people who want to feel comfortable yet confident on a
daily basis. They want to maintain a fashion statement. The product that we will be offering in
these lines would tend to have more focus on being comfortable and casual. The designs will still
have a hint of elegance.
Your Crescent: Recently there has been a trend to craft your own shoes to your own liking.
Crescent will bank on that and have their own craftsmen to make customizable shoes for the
customers. Customers can get an appointment from the website to arrange a meeting with the
Crescent craftsmen to make a shoe based on their liking and guarantee of Crescent leather
material. The communication of the customizable Crescent shoes would be- Craft your own
confidence. Your Crescent will also be available to customize through website.
Crescent
Signature
Crescent
Everyday
Your
Crescent

37. 37
Place:
Scrapping outlets: As mentioned above, Crescent has been following Bata & Apex on their
activities. Bata & Apex are “family brands” with affordable pricing which allow them to bank on
availability. Crescent on the other hand is a premium brand- it needs to be exclusive. The high
number of outlets increases the cost for the brand, makes it difficult for the brand to control how
the sales people will communicate to the customers and the sheer number of outlets also takes
away the exclusivity. Therefore, the high number of outlets is actually a bane for the brand.
Therefore, we will shut down the outlets and keep limited numbers of outlets only in selective
areas. Our outlets will mainly be in Dhaka and in areas such as- Gulshan, Banani, Uttara,
Pathapath, Bashundhara, Dhanmondi. Other than Dhaka, we will also open one outlet in Sylhet,
Chittagong.
Outlet renovation: Furthermore, the outlets will be renovated to portray the new brand image.
Every time someone walks into a Crescent Footwear outlet- they should feel a certain aura of
sophistication and elegance. The shop will feature leather couch and other leather elements to
make it known the difference between other shops and Crescent. Various copy will be engraved
around the stores such as- “Step in confidence”, “Raw confidence”. There will be a confidence
mirror in the shop which will only feature the upper section and the lower section. So, if one tries
on a shoe- he/she can see themselves in the shoe and see how their face looks like while wearing
it.
Mini outlets: Crescent will also have mini outlets & shelves in different places. One of the
advantages of having a defined target audience is we know where to find our audience and we can
take the initiative to go to them rather than waiting for them to come at us. We will have mini
outlets in corporate building and shelves in stores such as- suit store, watch store, People need to
pair their suits and watch with good shoes.

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Price:
Crescent will move to value-based pricing from cost-based pricing and since the perceived value
of the brand will be higher than that of its competitors- the price of the product must reflect that.
Following is the price comparison after our rebranding-
Men’s Formal Men’s Casual Women’s
Formal
Women’s Casual Women’s
Formal
Bata 1000 – 10000
BDT
1000 – 8000
BDT
1000 – 5000
BDT
500 – 3000 BDT
Apex 1000 – 8000
BDT
1000 – 6000
BDT
1000 – 5000
BDT
500 – 3000 BDT
Orion 1000 – 3000
BDT
1000 – 2500
BDT
1000 – 2000
BDT
700 – 1500 BDT
Fortuna 500 – 2400 BDT 300 – 1500 BDT 500 – 1500 BDT 400 – 1000 BDT
Crescent
(new)
2500 – 14000
BDT
2000 – 10000
BDT
1500 – 8000
BDT
1500 – 4000
BDT
The Customizable shoes for Crescent will have price that varies from each customer.*

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Promotion:
The tagline represents a guideline for the promotion of the brand. From now on, every
communication will integrate the message of confidence with it. The goal is to make the brand
associate with the emotion “confidence” strongly. The brand will not be selling products, we will
be providing emotion to our customer. One of the major drawbacks of the brand is that- it has no
proper online presence on the age of digital marketing. The brand will go through a proper digital
orientation and have a sperate team to cement a strong online presence. We will use the IMC
tools to promote the brand such as- Advertisement, sales promotion, Public relation and more. We
have divided our 1-year marketing plan into two phases-
1. The Assemble (launch): The first phase will last about 4 months and will focus on creating
awareness off the brand. The people need to know that the brand exist and what the brand
stands for.
2. The Stitch (Engagement): The second phase will last about 8 months and will focus on
creating relationship with our audience through engagement. The brand wants to evoke
involvement in this phase and the promotional activities will make sure of that.
Physical Evidence:
The physical evidence is very important for a premium brand and we have to make sure every
physical evidence does not harm the intended brand image. The social media, website, the stores
and mini outlets count as physical evidence for the brand and we need to look into the following
traits for all of them-
Ambiance: The mentioned physical evidence of the brand must have a look and vibe that radiates
elegance. It can be done through use of luxurious color, font, layout and secondary associations.
Layout: With a proper research based on our target audience- we will organize the product in our
outlets and features and options on our websites. The layout often is a major selling point and we
need to make sure that the customer sees the right thing in the right place if they are looking.

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People:
From our visit to a few Crescent shop, it is apparent that the sales people are not adequate to
communicate any message. They are selling expensive product but their gestures and behavior are
not fit for the target market. Since, we are reducing the number of outlets, we will have more
control over them and we can make sure they reflect the brand image well. They will be known as
the “Confidence Agent”. They will be trained accordingly to come across confident themselves
and be humble enough to make the experience unforgettable for the people who visit the outlets.
Process:
User experience is very important for a customer to have a positive feeling towards a brand.
Therefore, we have identified the following touchpoints where the customers want to have a
positive experience-
1.Cash Counter- This is where they usually pay for the product. They are paying for the product
directly at this touchpoint- they cannot feel they are over compensating for the product at this
touchpoint.
2.Shelves- This is where they the customers look at the products and consider which one to
choose from. Often at this point customers expect assistance in order to choose the right product
for them and if they feel like- they can not find the right product; they will leave for other
substitutes.
3.Entrance- The entrance is what the customers see from the outside and from time to time- even
if the customers do not know about the brand, an attractive outer entrance will attract new
customers.
In order to make the mentioned touchpoint a positive experience, we will train the employees to
be humble on the touchpoints and provide genuine assistance. We will have small gifts or token or
messages on the cash counter from time to time. Having a charity box for a good cause often
creates a positive experience on the cash counter. The entrance will be welcoming and we will
have banner out of it with witty messages that will create curiosity for the people.

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Also on the other hand, the online user experience is very significant. The website must be
minimalistic and easy to use. The color and the process of the online platform must be easy to
navigate.
6.2 Media Selection & Strategy
The promotional activity for the launching will be of three kinds: ATL, BTL and Public Relations.
These activities will start from the beginning of the year and will be conducted till the end of the
year.
ATL Promotion
The ATL promotions will incorporate mass media such as print media, TV, radio and digital media
for its promotion. ATL promotions will be conducted throughout the year
BTL Promotion
To create the experience directly to the customers the BTL campaigns will incorporate
activations, guerilla marketing, events etc. Customers will get the chance to connect with the
brand physically. The BTL campaigns will also be digitally broadcasted to the mass media to give
a glimpse of the activity. It will bring more people to the first-hand experience.
Public Relation
This segment will focus building up the community with keeping confidence at its core. The
public relation will incorporate live seminars, talk shows and conferences about professional life
grooming, featured by Crescent Footwear. These kinds of events will give the customers more
window to get associated with the brand.

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The Media Buying
The forms of media that will be used to showcase all the campaigns are TV, Radio, Newspaper,
Magazine and Digital Media. For the TVC broadcasting we will be choosing three of the most
popular and most viewed channels of Bangladesh and to keep the cost management precise. The
choice for radio channel will be Radio Foorti for its maximum number of listeners. Prothom Alo
and The Daily Star will be the choice of newspaper as the target market revolves around these two
newspapers mostly for the magazines the selection will be picky as well, featuring Shouts, ICE
Business Times and Corporate. Last but not the least for the digital media, we will be covering,
Facebook, Instagram, YouTube and LinkedIn for publishing the digital contents. LinkedIn and
Facebook will be used to connect with the target market directly.
MEDIA TYPE SELECTED
CHANNELS
TELEVISION Channel I
Independent TV
Gazi TV
RADIO Radio Foorti
NEWSPAPER Prothom Alo
The Daily Star
MAGAZINES ICE Business Times
Corporate
Shout
DIGITAL Facebook
Website
YouTube
Instagram
LinkedIn

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6.3 Integrated Marketing Communication
The Assemble (Launch)
The assemble phase of the marketing activities focuses on building awareness for the brand and
despite having a defined target audience, the brand go for traditional mass marketing for this
phase.
1. The Confidence Hype:
Before launching at its fullest- there will be pre-launch hype campaign where throughout Dhaka
city- there will be various people who would be wearing a slipper and looking down as if he/she is
nervous. But right between the crowd they will suddenly take off their slippers or non-leather
shoes and put on leather shoes and suddenly change their body language into a confident one. We
will also make a quick video of the phenomena and release it online through selective influencers.
This will create a question among people to what is going on here.

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3. Digital Billboard:
The brand will also feature
digital billboard at this phase.
Digital billboard will be
placed in selective areas of
Dhaka and some outside
Dhaka. The billboards will be
near our outlets.
2. The TVC/OVC:
After building the hype, the brand will finally launch its first advertisement with the new
positioning. The concept of the TVC/OVC is-
Scene 1- The flashback of the people suddenly changing their shoes in public and ask the question
“Why?”
Scene 2- A man and a woman confidently walking on the street on a split screen. They look like
they have everything they want in their life and they could not be any bolder. We will not show
the shoes in this scene. There will be background voice who will talk about what confidence is.
Scene 3- In this scene, people will run towards them and hit them with random things such as- a
chair, a table, a piano but it will not phase them at all- while the background voice talks about
how pure confidence cannot be phased and cannot be broken.
Scene 4- In this scene, they will finally stop and as the background voice says the tagline
“Confidence comes in pure leather” the camera will move down to their shoes.
Scene 5- The final scene will reveal the new logo along with the tagline with an animation

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4. Poster:
There will be an engaging poster
that will evoke thinking into the
audience’s mind. There will also be
a digital version of that poster for us
to share online. The poster will be
shared on selective areas in Dhaka
and some universities to gain
maximum traction. The poster
features a bold and confident man
but we do not show his shoes and
instead where his shoes are
supposed to be- we put out copy.
Our copy says- “You already know
what shoe this confident man is
rocking” Alongside the copy- there
is a pair of shoes with a hint that
says our tagline.
5. Product Placement:
We will place our product in the upcoming movies and associate with a confident character to
strongly cement the association of confidence and our brand even more. If we do not find a
proper movie to place our product on, we will place our products in popular shows or web
series. .

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6. Print Ad:
The following contents will be advertised on the print media such as Newspaper and Magazine
to reach the older men and women from our targeted audience. The content showcases the
product as the embodiment of confidence itself.
7. Content Marketing:
At this phase, we will constantly post contents
on our official Facebook page. The contents
will be connected to the real-life marketing
activities when they need to be and when the
real-life marketing activities are slow- we will
be posting other contents with the same
integrated message.

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The Stitch (Engagement)
The stich phase of the marketing features marketing activities that induces action among the
audience which in return builds a relationship.
1. The Radio Show:
We will sponsor a radio show called
“আত্মবিশ্বাসের গল্প” . The show will feature
people from everyday who have struggled with
insecurities but managed to move past them to
be confident instead. We will host the show on
Radio Foorti because of their superior number
of audience and the show will air between different segments of the Radio to reach maximum
exposure because having single slot makes a show boring and limits the exposure.
2. Test Your Confidence:
“Test your confidence” is one of our below the line activities to engage the audience in a fun way.
We will place a mirror in selective public spots such as Gulshan Bus Stand, Banani DCC market
etc. In front of the mirror- a show we will be glued. People can put their feet in them and see
themselves in the mirror. The upper part of the mirror will have a copy that says- “A confident
shoe for the confident one”

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Dhaka International Trade Fair holds a big
opportunity for the brand to show its
uniqueness from its competitors to everyone.
We will make a very large shoe as our outlet.
People will enter the show like a fairy tail and
come out as confident person.
3. Outlet in Dhaka International Trade Fair:
4. The Story of Confidence:
This campaign will feature various individuals who against many odds have proven
themselves. This will be similar to interview documentary but it will connect back to
confidence and our brand. It will be shared on our online medias and selective digital
billboard.

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Crescent will launch the augmented reality trial initiative where the customers can see the
shoes on their feet without needing to go to our outlets. This will engage our audience and
reduce the barrier to buy and try the product. People who were confused about if the product
will actually make them feel confident- they can try it out from the comfort of their home.
5. Augmented Reality:
6. Associating with TEDXDhaka:
We will associate ourselves with
TEDxDhaka on a certain seminar that talks
about emotional intelligence or attitude or
confidence. Associating with TEDxDhaka
is going to be help us to connect with our
audience and add credibility to our brand.
We can leverage on the brand equity of
TEDx.

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Crescent will host a New Year event every year. It will be a luxurious event held in an
elegant venue in order to evoke engagement. People can be a part of the event by buying
tickets and wearing their confidence- Crescent shoes.
7. New Year Event:
8. Cause Based Marketing:
The cause that Crescent really wants to tackle is the
mental issues. We believe one of the biggest
impediment for confidence are mental issues and
even now- mental issues are not properly talked
about in this country. Therefore- we will raise
awareness of mental issues by partnering with
Bangladesh Association of Psychiatrist (BAP). We
will release several awareness campaign on mental
illness awareness week.

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9. A Navigation Path:
To induce more spontaneous and impulse buying- we will draw shoe prints around our
outlets that will lead to our shops. Starting point of our shoe prints will say- “A path to
confidence”

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If you treat your Brand right,
Consumers will treat you right.
If we start treating our brand like a premium brand, the consumers will start
doing the same. Crescent will no longer be the leather substitute for Bata or
Apex, it will be the embodiment of confidence. And next time when
someone is going on an important meeting or a date, he/she will be wearing
a Crescent shoe instead because confidence comes in pure leather.