Crescent-Footwear-REPORT.docx - INDEPENDENT UNIVERSITY...

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INDEPENDENT UNIVERSITY, BANGLADESH Marketing Plan: Crescent Footwear Ltd MKT201 Section – 06 Autumn 2018 Faculty: Suman Prosad Saha Group Number 3 Name and Id’s Mohammad Nahid Hossain 1610790 Riaz Rahman 1610902 Rizwan Kamal 1820152 Shan-E-Alam 1630337 Maria Islam 1630057 Masud Bin Sadeque 1430231 Page 1
Letter of Transmittal: 26th November, 2018 Suman Prosad Saha, Independent University, Bangladesh (IUB), Bashundhara R/A, Dhaka. . Subject: Submission of group assignment on Marketing Plan for Crescent Footwear Ltd. Dear Sir, It has been both our pleasure and honor to have attended your Principles of Marketing course during this semester of Autumn, 2017. We are glad to have been presented with the opportunity that allows us to link our classroom knowledge with practical real-life scenarios. In order to make the most out of this chance, we have given our level best to this assignment and have looked closely at the matter of developing an appropriate marketing plan for Crescent Group’s product, Crescent Footwear. All the information used in this report have been collected from viable sources. These sources have been referenced at the end of this report in order to avoid plagiarism of any kind. We hope our report would paint you a clear picture of the marketing plan we are trying to suggest and, we would also be more than delighted to answer all your queries if you have any. Lastly, we express our utmost gratitude towards you for all your valuable lectures, support, and knowledge that you have shared with us, which assisted us greatly in the preparation of this report. Sincerely yours, Team : Crescent Footwear Ltd Page 2
Table of Contents Letter of Transmittal: .................................................................................................................................. 2 Acknowledgement ...................................................................................................................................... 4 Executive Summary ..................................................................................................................................... 5 Market description ..................................................................................................................................... 6 Product review: ........................................................................................................................................... 7 Competitive review: .................................................................................................................................... 7 Objectives & Issues ..................................................................................................................................... 8 Market process ........................................................................................................................................... 8 Increasing sales ........................................................................................................................................... 8 Increase market share ................................................................................................................................. 9 Brand image .............................................................................................................................................. 10 Issue : ........................................................................................................................................................ 10 Incentativies : ........................................................................................................................................... 11 Ask for feedback. ...................................................................................................................................... 11 Objective : ................................................................................................................................................. 12 Product Strategy of Crescent Group ......................................................................................................... 13 Distribution Strategies of Crescent Footwear .......................................................................................... 15 Marketing Communication Strategy ......................................................................................................... 16 Promotional activities: .............................................................................................................................. 16 Action plan: ............................................................................................................................................... 17 Distribution channel: ................................................................................................................................ 18 Promotion plan: ........................................................................................................................................ 18 Conclusion ................................................................................................................................................. 20 Referrences: .............................................................................................................................................. 21 Page 3
Acknowledgement We would like to express our deepest gratitude towards the respected faculty. Thank you so much for giving us the opportunity to work on our report. The amount of work and dedication you have put to teach us has been very productive in our day to day life. We have learned so many useful implementations. We are grateful for your guidance, your interest on teaching and encouragement at various stages of this semester. Secondly, we would like to thank our family and friends for their support and care in our lives. We express our sincerest gratitude to the School of Business of Independent University, Bangladesh. Introducing this course for their students have not only broadened our knowledge but also has taught us the implications that we will put to work in our later careers.

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