Brand Management of Ornate Footwear

1. ‘ ’

2. Brand Management of Ornate, by Orion Footwear Ltd.
Ahmed Istiaq Murad 1407076
Submitted To
Md. Anamul Haque
Assistant Professor
Faculty of Business Studies (BUP)

3. Manufacturing Hub
Bangladesh is set to emerge as the next manufacturing
hub for the global footwear industry. The cheap labor
is promoting top manufacturers to relocate their
factories in the country. The good news is that a
number of foreign investors, as well as buyers, have
already shown interest in Bangladesh leather and
footwear sector.

4. Orion Group
ORION GROUP is one of the leading industrial conglomerates in
Bangladesh over the years.
ORION has assumed the leadership role with its operations in the
Pharmaceuticals, Cosmetics & Toiletries, Infrastructure
Development, Real Estate & Construction, Power, High-tech
Agro Products, Hospitality, Textiles & Garments, Footwear &
Footcare, Aviation Management sectors.

5. Orion Footwear Ltd.
Orion Footwear Limited is another important strategic business
unit of Orion Group in its footwear and foot care division
stepping into the market in the beginning of 2015 with a slogan
to “Never be the Same”.
Presently we have 30 outlets in capital city Dhaka and major
divisional & district towns. Our plan is to open another 10
outlets by 2018.

6. Opportunity Analysis
Swot Analysis
1 CompetitorAnalysis
2
3
Category analysis

7. Swot Analysis
1 Strength
3 CompetitivePricing
2
1 Quality Product
Differentiatedline of
products
Modern Manufacture
facilities
4

8. Swot Analysis
1 Weakness
3 New
totheMarket
1Insufficient
Promotional activities
2 Big Market
Competitor
Inability to catch
Present trend

9. Swot Analysis
1 Opportunities
Despite political turbulence a segment of our middle-class is coming up with
reasonable buying power. Many of them are men who are decision maker so the
city stores our products may attract them for the men's footwear can be available
there.
Consumer like differentiated products.

10. Swot Analysis
1 Threats
1.Political instability affects the supply of raw materials and
distribution of finished products.
2. Existing companies like Bata, Apex of Bangladesh and the foreign
companies like Nike, Reebok, Adidas are already in the market with
good quality product. Have to keep up with them respect of quality.
3.Rapid market expansion program by organized competitors like BATA.

11. Competitor Analysis
2
MaverickApex JennysBata

12. Category Analysis
3

13. Market Segment
1 Demographic
2 Geographic
3 Psychographic
Target group
Demographic
Age: 30-45
Gender: Male
Income: above 40,000 BDT
Social Class: Upper middle class and above
Occupation: Professionals
Psychographic
Personality: Fashion Conscious, expressive
Lifestyle: Formal
Attitude: Trendy
Geographic
Urban Area, Semi Urban Area

14. Market Segment
V a l s
1 Innovators
2 Thinkers
3 Achievers
4 Experiencers
6
5 Believers
Striver
7 Makers
8 Survivors

15. Brand Positioning Strategy
Product Differentiation
Differentiationwith the latest Differentiationvia Specialization

16. Brand Positioning Strategy
ProductPositioningStrategy
Pricing as a
positioning strategy
Positioning strategy
based on Product Class
Positioning Based on
Uniqueness
1 2
3

17. Brand Development
Brand Elements
1
Logo
Name
Slogan Trendy Elegance

18. Text Based Logo
Text Font: Allerta Stencil
Bold Text
Color: Red (Passion, Stimulus, achiever)
Brand
Developme
nt
BrandDevelopment-Logo

19. Brand Development Name
2
3
4
5
Meaningfulness
Memorability
Likeability
Transferability

20. Pricing Strategy
Valuebased pricing
Cost advantagebenefit

21. Brandpersonality

22. BrandSense
Orion shoes provide outstanding
feelings (touch) effect due to “A”
graded formaldehyde tanned
leather with superior perspiration
permeability and stretchiness
along with required strength of
fibers, that experience in ‘walk
like never before’ taste in the
footwear category.

23. Leveraging Secondary Association
•Countries or other geographic area (through identification of
product origin)-Made in Bangladesh
•Channels of distribution (through channel strategy)-where it is
purchased, Orion Outlets
•Spokespersons (through endorsements): Mr. Adil Hossain Nobel
as a spokesperson
•Event (through sponsorship), Orion footwear organized
“Independence Day Drawing Competition -2017, among children.
•Other third party sources (through awards and reviews): ISO
9001:2015 Certified, ISO 14001:2015 for environmental
Clearance is under construction.

24. Conclusion
Unique Shopping Experience…

25. ThankYou All