Media Strategy of Urban Sole shoes . How to promote their brands on different segments. SWOT Analysis , Ratings of tv channels , Competitors Analysis has been mentioned.

1. Media Strategy of a Launch Campaign
Prepaid By : Ammar Jawed
ID : 2017200016
MBA (CS)
2017-2019
University of Management and Technology.

2. Content
• Objective
• Target Audience
• Age Wise Breakup
• SEC Breakup
• How to reach out Target Audience
• Geographical Area of Campaign
• Brands of Urban Sole
• Competitors
• Market share of a Brands
• Campaign of a brand.

3. Content
• SWOT Analysis
• Marketing Mixs 4Ps
• Selected best TV channels
• Ratings of TV channels
• Social /Digital Media
• Budget Distribution
• Reach/Frequency.

4. Objective :
Urban sole needs to create differentiation and change its brand image to its relevant
consumer base by delivering value and product quality along with differentiation is
brand communication and through that capture and increase market share.
Objectives of a Campaign
To Announce Eid Collections is available in stores and Online.
Best Quality of Shoes which will resonates with our target Audience
Engage consumers by allowing them to interact with the brand and help shape promotions,
which will encourage a sense of brand loyalty, and ultimately drive sales.

5. Target Audience
 Male /Female : 20-40 Years
 Category Split : 95% Men, 5% of Women.
 SEC : A & B
 Location : Pakistan

6. Age Wise Break Up
M/F 15 - 18 Years 18%
M/F 18 - 25 Years 29%
M/F 26 - 45 Years 34%
M/F 46 - 59 Years 14%
M/F 60 + Years 5%
Total 100%
0%
20%
40%
M/F 15 - 18
Years
M/F 18 - 25
Years
M/F 26 - 45
Years
M/F 46 - 59
Years
M/F 60 +
Years
18%
29% 34%
14%
5%

7. Sec Break up
SEC A 6%
SEC B 17%
SEC C 25%
SEC D 23%
SEC E 29%
Total 100%
0%
5%
10%
15%
20%
25%
30%
SEC A SEC B SEC C SEC D SEC E
6%
17%
25% 23% 29%

8. How to reach our Target Audiences
Top Rated Channels.
1. Top talk shows.
2. Top Infotainments Shows
3. Top Dramas.
4. Sitcoms.

9. Geographical Areas of the Campaign
• Nationwide.
• Specifically targeted through national
Channels.

10. Brands of Urban Sole

11. Competitors
Primary Competitions

12. Secondary Competitions :
Competitors

13. Market Shares of a Brand
Brands Market Shares
Services 14%
Bata 16%
Stylo 6%
Borjan 4%
Secondary Competition 11%
Unorganized Sector 58%
Services Bata Stylo Borjan Secondary
Competition
Unorganized
Sector
14% 16%
6% 4%
11%
58%
Market Shares

14. Campaigns of a Brands
 Thematic Eid Campaign:
Eid Collections which will hit the stores shelves and create some point
of differentiations with existing range. Most of category would be
open sandals, slippers etc. However other categories will be on the
shelves as well such as formal, casual .

15. Campaigns of a Brands
 Product Launch Campaign
The effort of making and introducing new technology in shoe line
that are determined to launch one of its kind of shoes, which is build
around the concept of human foot and its complex behavior while
walking .

16. S.W.O.T Analysis
Strength :
Urban Sole has given reasonable quality at reasonable
price Variety of products. lots of variety in every brands
of its product Strong Share: They have lots of market
share on Formal, Casual shoes and Slippers .

17. S.W.O.T Analysis
Weakness :
Urban Sole really great variety of their products, like
shoes, belt and polish, but the weakness , that they
have limited branches as compared to Services and
Bata.
Opportunities :
They should have to do advertise their product
through print media, social media and Television
Further segment.

18. S.W.O.T Analysis
Threats :
Government increase the taxes day by day Competitors:
Urban Sole has not only local competitors but also such
as Wienernberger , Hush Puppies, Ndure and many
more Brand. Urban Sole group has strong competition
in the market from local and International brands

19. Marketing Mix
• Product
• Price
• Promotion
In alignment to the Marketing strategy stated, Urban Sole has strategically launched
various new products in Men’s and Women’s segment.
All those products range launched by the company in recent past. Broadly speaking, the
product range of Urban consists of footwear, apparels and sports related accessories
Product:

20. Marketing Mix
Their main aim is to survive and grow in the market. But as such Urban Sole
follows maximum market strategy. As a sense that whenever they launch a
product they have sufficient number of buyers for that product and they keeps
the price high so that they are able to control the demand, earn more profit and
communicate to buyers with high price that the product is superior.
PRICE
Promotion:
Promotional Methods Urban Sole offers great deals on footwear, apparel, and fitness
equipment for women, men, and kids. The company uses various promotional tools to bring
awareness among its customers. It offers discounts, vouchers, coupons and custom made
sneakers on their products. Apart from this, they uses various media tools to promote its
brand and create awareness about the products. Urban Sole can uses television
commercials, print ads, digital streaming , online advertising, sponsorship events and
various advertising campaigns for its promotion.

21. Campaign
Radio and TV commercials:
Radio and TV commercials are the
traditional way of reaching large
target audiences. The rise of video on
demand has amplified this. Getting
the right content to the right target
audiences is an opportunity for any
brand.
Print:
Ads in magazines, newspapers have an important
role in the customer journey. Combined with an
online campaign or social media campaign, it's a
very powerful way of positioning your brand.

22. Campaign
Outdoor advertising :
Outdoor advertising is the medium for getting
visibility at places close to the target audience.
The rise of digital screens next to motorways,
in shopping Mall and at clubs offers new
opportunities for getting a message across.
Social media campaigns :
Modern life without social media is
inconceivable. The options for content and
deployment mean that social media
campaigns are the best way of reaching your
target audience.

23. Selected Best TV Channels
Geo News
Samaa
Dunya News
ARY News
Express News
HD 92
News Entertainment
 HUM TV
 ARY DIGITAL
 GEO ENTERTAINMENT
Sports
 Ten Sports
 PTV Sports
 Geo Super

24. Selected Radio FM Channels
106.2
Samaa 107.4
Radio FM 91
City fm 89
Fm 100
Fm 101
Radio Fm

25. Print Media
• Dawn News
• The News
• Jung
• Express Tribune
• Nawai Waqt
Newspapers Weekly Magazines
• Sunday Times
• Tedit
• Paper Azai
• Social Diary

26. Print Media
• Fashion Collections
• Women On
• She
• Hello Magazines
Monthly Magazines

27. Ratings Analysis

28. Target Audience
Target Audience Universe Sample
M/F 20-45 1903 107
All Households SEC (A) 2141 118
All Households SEC (B) 4721 200

29. Top News channels Ratings
Rank Channels Ratings
1 GEO NEWS 1.2
2 ARY NEWS 0.7
3 DUNYA NEWS 0.6
4 EXPRESS NEWS 0.6
5 SAMAA 0.4
6 DAWN NEWS 0.4
7 PTV NEWS 0.3
8 NINETY 2 NEWS 0.3
9 NEWS ONE 0.2
10 24 NEWS 0.2
Rank Channels Ratings
1 GEO NEWS 2.3
2 DUNYA NEWS 1.6
3 ARY NEWS 1.1
4 EXPRESS NEWS 1.1
5 SAMAA 1
6 DAWN NEWS 0.7
7 NINETY 2 NEWS 0.6
8 PTV NEWS 0.5
9 NEWS ONE 0.5
10 24 NEWS 0.3
24 Hrs Prime Time
Geo News has been top on highest Ratings

30. Top Entertainment channels Ratings
ARY Digital has been top on highest Ratings
Rank CHANNELS Ratings
1 ARY DIGITAL 2.1
2 Hum TV 1.4
3 GEO ENTERTAINMENT 1.1
2.1
1.4
1.1
ARY DIGITAL HUM TV GEO ENTERTAINMENT

31. Top Sports channels Ratings
Rank Channels Ratings
1 TEN SPORTS 1.2
2 PTV SPORTS 0.8
3 GEO SUPER 0.1
24 Hrs
Tens Sports has been top on
highest Ratings
1.2
0.8
0.1
Total Day

32. Top Talk Shows Ratings
Rank Title Channel Days Host Time Rtg%
1
Aaj Shahzaib Khanzada
Kay Saath
GEO NEWS Mon - Fri
Shahzaib Khanzada Kay
Sath
22:00 -23:00
Hrs
7.9
2 Capital Talk GEO NEWS Mon - Thu Hamid Meer
20:00 -21:00
Hrs
7.6
3
Dunya Kamran Khan Kay
Sath
DUNYA NEWS Mon - Fri Kamran Khan
22:00 -23:00
Hrs
5.1
4 Aapas Ki Baat GEO NEWS Mon - Wed Muneeb
23:00 - 00:00
Hrs
4.6
5
On The Front With
Kamran Shahid
DUNYA NEWS Mon - Thu kamran Shahid
20:00 -21:00
Hrs
3.7
6 Off The Record ARY NEWS Mon - Thu Kashif Abbasi
20:00 -21:00
Hrs
3.6
7 Kal Tak
EXPRESS
NEWS
Mon - Wed Javed Choudary
22:00 -23:00
Hrs
3.5
8 To The Point
EXPRESS
NEWS
Fri-Sun Mansoor Hussain
22:00 -23:00
Hrs
3
9 Power Play ARY NEWS Mon - Thu Arshed Sharief
22:00 -23:00
Hrs
2.8
10 11th Hour ARY NEWS Mon - Thu Waseeb Badami
23:00 - 00:00
Hrs
2.3
Aaj Shahzaib Khanzada Kay Sath of Geo News was on highest Ratings.

33. Top Infotainment Shows Ratings
Title Channel Days Time Rtg%
Mazaaq Raat DUNYA NEWS Mon-Wed 23:00 -00:00 Hrs 4.5
Hasb-e-Haal DUNYA NEWS THU-SUN 23:00 -00:00 Hrs 3.6
Khabar Naak GEO NEWS THU-SUN 23:00 -00:00 Hrs 1.2
Mazaaq Raat of Dunya News was on highest Ratings.

34. Top Drama Shows Ratings
Kaisa Hai Naeeba of ARY Digital was on highest Ratings, While Do
Bol of ARY Digital was on next respectively.
Rank PROGRAMS CHANNEL TIME BAND DAYS RATING
1 Kaisa Hai Naseeban ARY DIGITAL 20:00 -21:00 Hrs Wed 15.5
2 Do Bol ARY DIGITAL 20:00 -21:00 Hrs Tue 11.4
3 Ranjha Ranjha Kardj HUM TV 20:00 -21:00 Hrs Wed 8.7
4 Kamzarf Geo ent 20:00 -21:00 Hrs Tue 8.2
5 Mera Rab Waris Geo ent 20:00 -21:00 Hrs thu 7.9

35. How Our Social Media Marketing Campaigns Helped This
Footwear Brand To Grow Digitally ?
• The social media management services of TNS, through its proficient efforts and team
work, reinforced their online presence, so that they can enjoy all the benefits of social
media marketing.
• To begin with, Urban Sole Footwear is a regional brand .
• From school shoes to footwear for Kids, Men & Women owns a wide range of products at
affordable pricing.
• 300% increase in brand awareness.
• Every customer feedback/query was entertained and resolved.
• Over 70,000 followers and 40,000+ user engagement on average (Facebook)

36. FACEBOOK ADS
Gender : Male & Female
Age: 20 - 45+
Location : Pakistan
Interests: Shoes, Boot, Polish , Sandals

37. FACEBOOK ADS
•Daily budget Pkr 1600
•Potential reach 520,000 people
•Estimated Daily reach 170,000 - 440,000
•Estimated Daily likes 300 – 500
(This is as per Facebook bid and ROI estimated .)

38. Digital Media Sites :
tribune.com.pk
dawn.com
jang.com.pk
express.pk
Geo.Tv
Samaa.TV
Dunya.com.pk

39. Budget Distributions:
Brands Budget shares
TV 60%
Print 20%
Radio 15%
Digital/Social Media 5%
TOTAL 100%
TV Print Radio Digital/Social Media
60%
20%
15%
5%

40. Value ads
Maximum Value ads shall be provided for the campaign
Best positioning of Spots
Product Placements
Sponsorships

41. 0%
10%
20%
30%
40%
50%
60%
1+ (%) 2+(%) 3+(%) 4+(%) 5+(%)
60%
50%
40%
30%
20%
Reach/Frequency
Reach & Frequency

42. 42