PRESENTED TO:

Madam Faiza Hasan

PRESENTED BY: - SPARTANS -

Lamia Asad – 070

Hamza Saleem – 049
Hanzlah Mehmood – 052
Najam-Ul-Hassan – 155

Faizan Khan – 037

SUBJECT:

“MARKETING MANAGEMENT”

TOPIC:

-BORJAN-
FASHION FORWARD

DATE:

26-05-2011
BORJAN
Borjan (Pvt.) Ltd. is a retailer of shoes with 61 shops in Pakistan. In addition to its own network
of 61 shops, Borjan also sells to about 127 independent shoe retailers. They manufacture shoes
in their own manufacturing units. They started operations in 1986; The Company has now
become Pakistan’s leading fashion footwear chain with 61 outlets in nineteen beautiful cities of
Pakistan. They specialize in the Retailing of Brands.

Their brands consist of Digger, Gig, Skywalk, Trooden, Matilla, GB and SP. Success of these
brands is mainly because of their heavy investment in research and development. In near
future they will also be launching their brands in Middle East and other major Asian Countries.
They always hope to build long term business relations with the esteemed companies, in
future.

COMPANY PROFILE
BASIC INFORMATION

Company Name: Borjan (Pvt.) Limited

Business Type: Manufacturer
Product/Service They are manufacturers of Gents & Ladies Shoes with Leather
(They Sell): shoe upper. They offer shoe with comfort.
Address: 9-Dayal Singh Mansion, Mall Road
Number of Employees: 501 - 1000 People
Company Website URL: http://www.borjan.com

OWNERSHIP AND CAPITAL

Year Established: 1970

Legal
Representative/Business
CEO
Owner:

TRADE AND MARKET

Main Markets: Western Europe

Total Annual Sales
US$5 Million - US$10 Million
Volume:

Factory Information

No. of R&D Staff: 5 - 10 People

BORJAN – THE OUTLET:
I have a theory about shoes, “the more you buy them, the less you have, for you have
innumerable outfits and each requires that you have the perfect pair of shoes to complete
your look.” Borjan is one of the many shoe stores that have opened innumerable outlets all
over Pakistan and have made a name for themselves owing to their high quality and
exquisitely designed footwear!

THE SHOP
Each and every outlet of Borjan shoes in Pakistan has more or less the same outlay, with glass
doors and a huge blue board signaling that you`ve come to the right place. The interior is
spotless with shoes displayed neatly in the cases; the bags hung on the movable display unit or
placed on racks, while other accessories are placed in the display units at the counter. The
outlets give a very organized and sophisticated look that appeals to the senses and makes you
want to try it out!

PRODUCT RANGE
Borjan shoes Pakistan boasts of a wide variety of contemporary women’s footwear for the
ultra chic ladies, ranging from stilettos to pumps to slippers and men’s casual shoes. The designs
are unique and available in unusually cool and funky colors. To cap it all, the shoes are easy
on your feet and you do not have to wear them a few times before you can actually walk
without getting blisters on your feet! At Borjan, you`ll definitely find a matching pair of
women’s footwear for your outfit that`ll add extra bling to your look!

Borjan also caters to the need of the gentleman and thus has a wide array of men’s casual
shoes, ranging from Moccasins to Summer Sandals, designed especially for the guys. Again, the
quality of the shoes is top notch. The shoes are trendy, hip yet comfortable, which is another
feather in their cap and you can expect the same from men’s casual.

Shoes aren`t the only piece of accessories that you`ll find at Borjan. Now the ladies can
accentuate their outfits with elegant clutches or a smart hobo bag, as per their desire. The
entire range of bags has a modern feel to it, owing to its exquisite designs and casual charm.
So grab a bag along with your desired pair of shoes and get ready to make a statement!

Some outlets of Borjan also carry other accessories like belts, wallets etc but since they are far
and few, most people don’t pay much attention to them and hence they are not the biggest
source of attraction for the shoppers.

PERFECT FIT
Though the shoes are stylish and trendy, but what good would that do if you don’t have the
size available in the shoe you picked? That is exactly what`s wrong with Borjan shoes. We
questioned a few people around and also with our own personal experience; we get to know
the Borjan actually has problems with sizes. You fall head over heels for a particular pair of
women’s footwear or men’s casual shoes and then have your heart broken when the sales
person informs you with regret that the size isn’t available in the shoe you picked. That’s the
case with most of their shoes which annoys the hell out of customers and irks them to no end.
This is the only flaw in them too, as they have standard sizes.

SERVICE
The sales people at Borjan are found a bit of a annoying as they keep a track of your every
move and shadow you around the store. Not only is it annoying to have someone tailing you
all over the shop but it also hinders the process of deliberating and making the purchase.
PRICE RANGE
The shoes fall into the price range of Rs. 600 – Rs. 2500 which is reasonable enough,
considering the quality of their offerings. The bags on the other hand are around Rs 1000, on
average, which again, I think, is not asking much for such cool and trendy bags. The men’s
casual shoes though are a bit higher in price as compared to the rest of the stuff

POINTS TO PONDER ON
The Good: Borjan shoes Pakistan gives you High quality Men’s casual shoes & Women’s
footwear that bring a wow factor to your whole look!

The Bad: The annoying sales people and unavailability of sizes put off customers.

The Bottom Line: Impressive range of shoes that will accentuate your outfits but only if
the shoe fits!

 To prioritize and look after our consumers

 To do the best with honesty
 To care for our own people
 To give back to the society
 To build strong relationship with consumers, vendors and employees
 To enhance that respect factor amongst us
 Business Innovations
VISION
“Borjan aspires to become a leading organization not only in Pakistan but also its neighboring
nations so that our brands & utility products become the first choice of our consumers to make
them look and feel smart. Borjan aims to be true to its Positioning line of ‘ Fashion Forward’
and we not only aim to provide the very latest in Fashion but also provide the best possible
shopping experience, excellent customer care services and peace of mind to our consumers. We
intend to continue to provide the most modern and comfortable footwear to our consumers.”

Borjan has a team that takes initiatives, has courage and inspires other team members, at
Borjan they do their utmost to ensure that people assume full responsibility in the climate of
trust. They are committed to challenging and rewarding their top performers and creating an
environment where employees realize their maximum potential. They reward people based
on performance standards which are aligned with their business objectives and long term
goals.

The various training and development tools at Borjan assist their employees to be fully
effective in their jobs for a long term career. Opportunities at Borjan offer a wide scope of
learning and development while providing with a perspective which is attuned to the global
markets while catering to the local environment. From the very first day employees start to
acquire new skills, BORJAN’s approach to career development is simple and focused; they
encourage their people to:

 Take responsibility of their own careers

 Be proactive, open minded and credible
 Be self-aware and honest about their aspirations, strengths and weaknesses

Performance Management Training by Fulcrum Consultants

CEO Mr. Zahid Hussain addressing the participants of PMS training session

TOTAL NUMBER OF EMPLOYEES

Head Office: 110

Distribution center: 37
Store Staff: 374
521
Total
Employees

COMMUNITY SERVICES
Borjan’s corporate philosophy emphasizes on sharing responsibility to the communities
where we live and work. We take our responsibility towards our community very seriously.
Therefore, we remain committed to fulfilling our corporate responsibilities through initiating
programs that meet the needs of communities; Borjan strives to contribute to the society
through its sister concern Haral Bunyad (website under development).

 “Borjan Family Gala” was held in Nov 2010, attended by all family members of Borjan
Pvt. Ltd that not only featured sports for adults but activities for children as well.
 Borjan held a friendly inter Dept Cricket match that was won by Team Digger (Feb
2010).
 CUSTOMER CARE:

Please feel free to contact us with your complaints or suggestions and we will be more than happy to
resolve your queries.

Contact Borjan Customer Care through the following channels

E-mail: customercare@borjan.com.pk

Phone: 0302-4074640
CLAIM’S POLICY
 Claims for any defects / flaws in our product shall only be accepted within 30 days from
the date of purchase, required that you have the original receipt.
 Absolutely no claims will be entertained on discounted items
 The Company’s decision regarding claim is final and cannot be challenged at any level
whatsoever including, but not limited to the court of law.

OBJECTIVE
Borjan established itself as a world-class manufacturer of private label and branded footwear
with the aim to provide exceptional shoes at affordable price. It is here that innovation and
technology come together with skilled hands and an old fashioned work ethic. They know
their rigidly control manufacturing process is not a mere advertising slogan, but rather it is the
necessary process to build footwear that withstands the test of time and defines customer
satisfaction. With the commitment to luxury and style, Borjan is now one of the leading retail
shoe chain with 48 outlets in 61 cities of Pakistan.

At Borjan they believe that your shoes should reflect your individuality, and they have spent
the past 17 years bringing beautifully crafted, cutting-edge, urban, fashionable footwear to
their customers, both men and women in Pakistan. They represent a select group of hip
designers, who feel that shoe making is still an art, and you can feel their creativity come to
light in each style.

Borjan was previously known as ‘Prestige’, but they changed their name to ‘Borjan’. It’s been 5
years now that they have changed their name and are gaining really good results. They take
great pride in the quality that they offer. They form partners with their clients and cater for
the needs of competitive pricing, high quality shoes and on-time delivery.

BORJAN BRANDS
Skywalk is contemporary styling brand; it caters to the demand of Executives and men who
are on the go. The age bracket can be best defined as 28+. The main features of Sky walk
shoes are extreme comfort, flexibility, elegant contemporary styling & bare foot feeling.
Skywalk perfectly balances for the sharp dressed Executive with a high sense of style and a
demand for around-the-clock comfort.

Tough, rugged, breathable and a very comfortable outdoor shoe, an innovation that changed the kind
of shoes we wear. In an era when footwear choices are limited, Digger is a very modern shoe embraced
by authentic style and casual flair which is a symbol of outdoor comfort with a touch of style &
elegance. Its relaxed and classic designs, has always defined what it means to be modern and casual.
Digger is a rough & tough outdoor causal brand, its target customer is between 15 to 35 years old, The
wearing of the targeted customer is Jeans, trousers or causal dressings, this product is totally made with
Nubic leather that give you comfort & freshness due to sweat absorption system.
Gig can be best described as ‘Formal Essentials’. This is a stylish, formal & party wear brand
specially made for Executive officials. It serves the needs of those men who always want to be
in latest of fashion and wish to look different & fashionable from others. One can feel the
timeless craftsmanship in every step that is taken with the designing and making of Gig.
Matilla is a trendy leisure product; the target audience is every one who wants to be hassle-
free & calm during their evening activities or casual home uses. Matilla is a range of trendy
sandals and slippers for relaxation, the light weight Matilla is ideal for all kind of restful
occasions.

Kashang is moderate indoor utility product for women, with errands to run and a social
calendar brimming with activities, Kashang fits the versatile lifestyles of today’s on-the-go
women. For leisurely work or every day wear especially those who wish to participate in their
evening summer activities. The target audience is in the age group of 16-30 years who dress in
casual shalwar kameez or jeans. Kashang is a slim look, charming product with vibrant colors.
BORJAN’S MARKETING STRATEGY
SEGMENTATION OF CUSTOMERS

Borjan has used segmentation to target their audiences. They feel that segmenting is the most
important part of marketing. They segment their products geographically, age-wise and
demographically.

Borjan is a brand, having 6 different brands under its umbrella; every single brand has its own
identity, own profile. By profile they mean that every single brand has its own target market.
For example, the famous brand DIGGER is targeting the youngsters, it is an outdoor casual
brand; people of those age groups are offered snickers.

There is also a brand offering complete luxury, SKYWALK, which targets the middle aged
people, who require extreme comfort for those who are on the go all day long. It has more to
do with the comfort than the overall optic of the shoes.

There is also a brand KASHANG, which is middle aged ladies product, which offers more
luxury and comfort than the optic of the shoes. There is MATILLA which comes in casual stripes,
snickers etc.

SHOP SEGMENTATION

Apart from segmenting the audiences into different categories and then keeping in mind what
their tastes and cultures are and creating differentiation accordingly. Borjan has found a very
smart way of segmenting its product, i.e. through segmenting their display in their shops. They
have displayed their every sub-brands products accordingly, so that the customer gets aware
of them, plus he/she knows what is required or needed and from where they can access it.

ADVERTISEMENTS
Advertisements are an important part of promoting one’s product or service. Borjan has taken
some innovative steps for advertising its products, and creating awareness amongst the
customers about its sub-brands and all the new products that they have or are going to
launch.

The main criteria of advertising that Borjan has adopted, is not to sell the product as
advertising is not for the sake of advertising or for the sake of spending money one it. Infact it’s
about the value paid, as if you’re spending money on an ad, it should be of such a quality that
you get immense sales on it.

Advertisement has to be creative though and has to fit the target audience that you have in
mind. The message has to be delivered in such a way that every audience whether it’s the
people of the rural areas or the urban, understand it and feel that it is actually created for
them specifically.

They have also put up billboards to advertise their products, plus are making ads to attract
new customers, moreover retaining old ones and telling them about their new products and
features.

Borjan has been facing some problems in advertising in Lahore, regarding the outdoor
advertising due to unawareness. But they are adopting steps to overcome the problems and
thinking of new appropriate ways.

If we look at the competitors of Borjan, we can see the most main competition that it has is
Hush Puppies. If you see that every outlet that it has, is named by its name. Borjan on the
other hand has 6 different brands within itself, but every shop is named with ‘Borjan’ so
normally people are not aware of the sub-brands that much.

BORJAN’S MAIN FOCUS: VALUE FOR MONEY

Value for money is their main focus right now. What Borjan feels is that the reason why
customers will buy their product or would recommend others is because; they have found
value in the product for the money that they have paid.

What mostly customers want is quality in what they desire for, and if the company becomes
successful in offering them the best in the most affordable prices, what more could anybody
ask for?

Even if the product is expensive, the customer will be willing to buy, if he needs the product
and is one of the major necessities in his life. And if the product is providing all the utility that
he needed, then he would surely buy it. So, for the customers the value for money is really
important. As they want to make sure that whatever they are spending for, is worthwhile.

Therefore Borjan has a very clear and strong goal in mind, and they are targeting the right
audiences with the most right product fulfilling all their needs. Therefore the design of the
product and everything else related to the product is done, keeping the customer perception
in mind. As it is very important for them to satisfy their customers, so Borjan focuses on the
quality of products.

BARRIERS BORJAN FACES IN THE MARKET TODAY

Today is a world of cut-throat competition, everyone is trying to pull the other down in order
to move ahead, whether it’s through their competitive strategies or points of differences. There
are loads of barriers in the marketing field. Everybody has to face some difficulty everyday,
but this is a part of the business. So, Borjan tries to stand out and give their competitors the
strongest competition using strong marketing strategies. They overcome the barriers by using
new innovative ideas and by adopting means to satisfy their customer more, by providing
quality products to the customers and gaining their trust.

 Customer Related problems

Every day at Borjan, there is a new challenge, everyday there is a new concern, every day
there is a new problem, someone don’t like this thing, someone don’t like that thing, even if
you keep 250 or more designs under one roof in a single shop, still you will find unsatisfied
customers, who are exploring other horizons and other opportunities to get best in there
amount of money. So it is not possible to serve the entire customers, you have to reach out the
penetrated customers for sales and best sales.

 Differentiation is important to overcome barriers

As we know that today there is no monopolistic competition so it is important for your business
strategies to be good plus different from others. Here the process of differentiation is used by
Borjan. Monopolistic sort of environment does not exist anywhere in probably any segment of any
company. There might be some brands where there is no perfect competition like Gillette but other
than that there is perfect competition in almost every segment of the market the Borjan is serving. So
Borjan adapts the differentiation technique to make its products unique from others. They also use the
cost-reduction process to reduce the cost price and gaining more profit.

 Climate and Seasonal Cyle’s Affect Business

One of the major barriers that Borjan has faced is the ones related to climate and season. It is
a very seasonal business, every week it is affected by such processes. The planning is done
before hand almost one year. Today the planning is being done how to meet the challenges in
the next summer of 2012. As soon as new trends and fashion are introduced they are
incorporated and in the minimum of time the fashion has to be filled in and made ready to be
launched.

RIGHT PLACE FOR PROMOTION

Borjan believes that first principle of retailing is location, if your location is good your product
will sell, if you an exceptional product then the location might not matter, it is in very rare
matters, only 1%, like looking out for tasty stuff by going inside some odd area or congested
places. Normally in retailing place matters the most, for example hush puppies, Bata, service
the competitors of Borjan all look for a good place for retail outlets. So, Borjan is focusing on its
outlets too, as the right promotion will lead to the right customers. The location is selected by
researching the market, by seeing the competitors around the market, by studying the
market, the products offered by the competitors in the market.

MAJOR COMPETITORS
Borjan has different brands under its ‘Brand Borjan’, as in the case of females our competitors
are stylo, ecs, and modilla shoes. If you look at it geographically, metro shoes even some
brands of service and Bata, In case of our male brands, our competitors are bata, service, hush
puppies, urban soul, hush puppies and piere cardian.

Uniqueness and differentiation in the product that makes them different and makes
customers to buy the product:

Optically the shoes are same, but the thing that matters is how you reach to the customer,
how it appeals to the customers, what is the value of the money that you are giving to the
customer, for example, why do we buy an original Nokia phone, why don’t we go for a fake
low quality phone. Borjan is an organization which has a name in the market, it has got its
values, you can change the shoes after purchasing it or exchange it, there exists an
organization’s policy, that even after 3 months you can claim tear in the shoes, if it’s a
technical fault, a whole backing up and care for the customer is done in the customer care
department. If the shoe has a problem on the Borjan’s side, it will be replaced but not on the
part of the customer. In this case the company humbly refuses the customer with best regard
and care.

INDUSTRY TREND WHICH CAN DRIVE UP THE SALES

Probably, lower electricity cost, lower import cost, lower material cost, lower tax on
production, lower tax on imports, will help a lot in reducing the value of the product and bring
relatively low cost products to the customers. And all these things mentioned above can drive
the costs up. Labor cost has increased due to inflation and the cost of raw material has
increased which has resulted in the higher prices of shoes. Taxes have been put up like GST,
Flood tax and sales taxes have definitely caused the prices to flare up. Strategies which can
reduce the cost without lowering the quality of the product are being adopted which can lead
to a lower price of the product.

PRICING IS REALLY IMPORTANT

Pricing is very important in the decision making process, only the extreme luxury brands have the
luxury to control the price but the brands more or less don’t exist in PAKISTAN. We conduct ‘SALES’ in
order to gain customers plus to gain our desired profit. The current pricing structure is comprised of
sales, summer and winter, with the price reduction which ranges from 5 to 55 %.
KEY TRENDS AND OBJECTIVES FOR THE NEXT
COUPLE OF YEARS
Borjan’s one of the most definite key trends is fashion most definitely. Media is ready to meet the
everyday needs and demands of the customers. Like every other organisation, Borjan keeps itself
updated with the latest fashion trends and tries to keep improving its products accordingly, bring new
features and innovations.

Borjan’s objective for the next couple of years is really clear and they are firm on achieving higher
profits. Currently they have 61 outlets, we are planning to have 100 outlets at the end of 2015 and keep
on serving the fashion appetite of Pakistan in footwear industry.

Expectations ion the market share and is a developing market. They expect the market to develop at
the current rate. Even if it reduces they expect the market to keep on increasing even if the projected
rate goes down. Currently they have 10 -11% of the market share.

Improvement steps being taken in BORJAN to meet the customer

needs

 Customer services
 Customer loyalty
 Customer requirements
 Better requirements
 Better advertisements.
 Better go downs.
 Better customer services
 Better retail outlets
 Better shopping experiences
 Better after sale services
 Better research
 Better understanding of market needsThrough these steps Borjan is improving its current
situation and looking forward to a bright future ahead. They are thinking of new innovative
strategies and adopting every effective procedure to gain profitable results.

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