MARKETING MANAGEMENT

PROJECT

SUBMITTED TO: Mrs. Ruchika Nayyar

STUTI JAIN
119C04
AO1O1919054
 METRO SHOES INDIA

Metro shoes is a footwear retailer chain. It was founded in 1947 by

Malik Tejwani at Mumbai, India. It was named after a famous
theatre METRO, which was the fad in those days. Mr. Tejwani, the
founder launched the brand to cater to the needs of bollywood
icons, ramp models and the upper-middle class.. He had a great
understanding of the footwear marketing. His main focus was on
regional customization. Its mission states to be number one brand
in footwear fashion and accessories. It also focuses to be recognized
as a prestigious company with innovation and passion. It has a
tagline of “Happy feet make happy people”. Metro shoes values
immense importance to customer relationship, passion for
perfection, innovation, integrity, product differentiation.
With these values as their guidelines they have managed to 1
current chain of 44 stores. After taking over the reins of the business
from her father, Rafique Malik, chairman and MD of metro shoes
decided to expand the one-store operational brand to a chain, hence
making Metro shoes limited as INDIA’S LARGEST FOOTWEAR
RETAILER. The country has nationwide network of exclusive stores. It
has more than 450+ stores at 100 cities all over India.
MARKETING MIX
Marketing Mix covers 4Ps (product, price, place, promotion) of
Metro Shoes and explains the marketing strategy. It also elaborates
on pricing, advertising and distribution used by the company.

Product:
Metro Shoes marketing strategy consist of following product mix
and strategy:
Metro Shoes is one of the leading shoe retailers in India. The prime
products sold by Metro Shoes are shoes for men, women and kids as
a part of its marketing mix product portfolio. It has stores in
different cities in which shoes of different brands like Lee Cooper,
Woodland, etc are available. Especially its own brands like DaVinchi
mocha, walkway, chemo, etc are also present there. The footwear
category is also dividing as formal shoes, sandals, running shoes;
slippers etc. other than footwear, there are other accessories like
belt, wallets, socks, handkerchiefs, shoe polish etc. The foot wears
are available in all the sizes.

Price:
Below is the pricing strategy in Metro Shoes marketing strategy:
To attract customers and retain the customers metro shoes has
succumbed to competitive pricing strategy. With opening large
number of stores 2-tier cities to cover large number of customers
and maximize its profits. It has its own online portal where a tab for
sales with a discount of 30-50% is always available with free shipping
on online purchases especially for membership holders.
Place:
Distribution strategy of Metro Shoes is as follows:
With almost 450+ stores in 100 cities, metro shoes is looking
forward to open more stores in future. With physical stores running
successful, metro shoes is focusing on e commercial sites like
flipkart, myntra and its own official site to increase its sales. It is
important for company management to get the prime location of
the city for their stores.
The main focus is on tier 2 and 3 cities to increase the customer
penetration.

Promotion:
Metro Shoes marketing strategy has follows as its promotion mix
and strategies
Metro shoes has been using all methods to promote its product. It
has endorsements with many bollywood celebrities to promote its
product through advertisements and billboards. Apart from this, on
its online site there’s always a sales option to promote its product.
End of season sales and sales on festive season like diwali, raksha
bandhan and Independence Day sales are also organized at the store
to attract more consumers. There are also special offers for its
cardholders on their birthdays and anniversaries. It is trying its best
to promote itself as footwear fashion destination.
 SEGMENTATION TARGETING POSITIONING
Metro shoes has following as its STP (segmentation, target market,
positioning)

SEGMENTATION: Style conscious audience as it was launched to

cater to the needs of bollywood icons, ramp models and upper
middle class.

TARGET MARKET: People who want style in budget as the fashion

industry is dynamic and is changing every now and then. It’s not
possible for customers to buy expensive stylish footwear every now
and then. So to solve this problem, they came with an alternative of
trendy foot wears at affordable prices.

POSITIONING: Here comes the tagline “happy feet make happy

people” stating that it offers stylish and comfortable foot wear to
make you happy.

MARKETING ENVIRONMENT
Marketing environment of Metro Shoes ltd consists of two factors:
 1) Micro environment factors
2) Macro environment factors

Micro environment consist of following factors:

a) Suppliers: Metro shoes mainly comprise of recognized brands
and its own well-known brands like mochi, walkway, etc. Its
suppliers are local suppliers for raw materials.
b) Market intermediaries: there is no place for market
intermediaries as Metro shoes has been one store operation
and also with its expansion it has created chain. It has opted for
direct distribution.
c) Public: With its launch to cater the needs of bollywood icons,
ramp models and upper middle class, metro shoes has come
long way by opening to general public. Still with competitive
price it has limited customer base.
d) Competitors: Metro shoes works in highly competitive as
fashion foot wear industry is highly dynamic industry.
Competitors like Bata, khadim’s, liberty shoes, Nike, Reebok,
etc. are main players in the market.

Macro environment mainly focuses in PESTEL analysis:

A PESTEL analysis is a framework or tool used by marketers to
analyze and monitor the macro-environment factors that have an
impact on an organization. The result of which is used to identify
threats and weaknesses which is used in a SWOT analysis.
PESTEL stands for:
P-Political factors
This includes how and to what degree a government intervenes and
controls a market. Government policies, political stability in overseas
trade, foreign trade policies, labor law, trade restrictions, etc.
E-Economic factors
It includes economic growth, interest rates, disposable income of
consumers and businesses, exchange rates, inflation, etc. it has a
significant impact on how profitable an organization is.
S-Social factors
Social factors also called as socio-cultural factors are territories
where social believes and attitudes of the people is concerned.
These include population growth, age distribution, health
consciousness, career attitudes and so on. They have direct effect on
how marketers understand customers and what drives them.

T-Technological factors
Technological factors are concerned how fast is technology is
developing and how advances are the marketers.
It mainly effects in three ways:
New ways of producing goods and services
New ways of distributing goods and services
New ways of communicating the target market
E-environment factors
They become significant as there is scarcity of resources/raw
materials, pollution check, doing business in an ethical and
sustainable manner, carbon emissions set by the government, etc.
Even customers are demanding for ethically sourced products.
L-Legal factors
Legal factors include health and safety, equal opportunities,
advertising standards, consumer rights and laws, product labeling
safety. It is necessary for the companies to know what is and what is
not legal in order to do business successfully.
 PRODUCT LIFE CYCLE
Metro Shoes was started in 1947, as a standalone footwear retailer. An
ISO: 9000-2001 Company. Metro Brands Limited is considered as a
power house of strong brands with Metro Shoes, Mochi and Walkway
as the key power brands along with many sub brands. Mochi was
established in 2013, its every collection is handcrafted by local artisians
using traditional methods of embroidery to create comtemporary
pieces.
DaVinchi is a premium brand with a standalone store and is
exclusively available in Metro Shoes stores.
Similarly, J. Fontini is a premium brand exclusively available in Mochi
stores. Recently acquired is Cheemo, a houte couture brand for ethnic
handbags and matching footwear, especially handcrafted. Metro
Brands works closely with a strong vendor network. Continuous
training, updates on trends, international sourcing capabilities,
investment in technology to see inventory all over India early on has
ensured that Metro Brands Limited, is always ahead of the curve in
giving freshness and new designs to its customers. Metro Brands
Limited has its own e-commerce website for its brands Metro and
Mochi. Its key brands also retail via top marketplaces. It is supported
via strong processes and supply chain network, which ensure complete
customer satisfaction. Metro Brands Ltd, today is a spring board for
any brand coming to India. The National Retail Partnership with Crocs
was formed in 2015, is a case study. Metro Brands Limited is the
distributor and retailer for Crocs in India. From opening 1 store in 2015
to a Crocs retail network of 100+ stores in 2019 speaks for itself. A
professional run organization, with over 4000 passionate employees,
strong processes and core values, makes Metro Brands Limited stand
tall and class-apart. We don’t sell shoes, we sell service. Shoes is just a
medium.

ADVERTISING AND PROMOTIONAL STRATEGIES

Advertising: Overall advertising costs are very high but it is the most
effective way to reach large and geographically dispersed audiences
and also it has low cost per exposure. Not only it helps in short term
sales but it also helps in building brand image. The medium used for
advertising is mass media that is radio and television network, print
media including newspapers, fashion magazines and billboards.

Sales Promotions: it is used to stimulate quick response. Seasonal

sales, discounts and product bundling would be used. Customer
loyalty cards are introduced offering special discounts and giving
gifts on special occasions like Diwali, birthday of the card holder etc.

Internet: Along with Company website social media like Facebook,

intsagram and twitter will be used. It is comparatively cheaper than
other promotional medium yet very effective.
 CHALLENGES FACED BY METRO SHOES LTD

Like food habits, footwear fashion changes every 100 km. The
footwear industry is still largely unorganized sector and hence it is
very difficult to replicate the passion and zeal that the brand owner
has and encourage his employees and store personnel. One of the
largest challenges that this industry faces is that of getting a good
front-end staff that has absolutely no inhibition performing their
duties. Footwear retailing primarily includes touching the feet of the
customers as part of service and hence the front-end does not
attract the best manpower in terms of education, technical expertise
and sophistication. The fashion footwear industry primarily consists
of a large number of vendors with limited capacities and minimum
technological investment. This works well for the unorganized sector
as their requirement is primarily limited to a shop or two. However,
for large retailers who have a capacity of more than 100 stores, this
proves challenging.

Metro shoes ltd believe that a brand is made by a delightful

customer experience. In order to maintain their brand image, they
incur substantial amounts of fixed and recurring investments on
staff motivation and training as well as on furniture and fixtures of
our showrooms.

The footwear industry, owing to its nature of work, does not attract
the best quality of front-end personnel. Training programs and
motivation session solidify the quality of front-end employees. This
ensures excellent service to the customers, both at the time of sale
and after sale. Customer service and ambience along with quality of
products are the most important pillars of our brand image. It is our
constant endeavor to standardize this delightful experience
throughout our stores.

A franchisee business model would require in-depth training and

manuals on business processes to ensure that the franchisee
understands the brand thoroughly. In low value product industries,
where the brand experience is largely dependent on tangible values
like price, it would be easier to use the franchisee model for growth.
This model also allows for growth with far lower investment.

Their expertise lies in sourcing products and retailing. Hence, they

scout for best possible footwear in India and then retailing them in
the best ambiance. However, we work closely with our vendors to
ensure that products are brought in as per trends and that they
uphold the quality that Metro Shoes stands by. Metro Shoes can be
credited for mentoring many vendors and upgrading their pair
capacity from 50 pairs per week to 2,000 pairs per week.
 COMPETITORS
 BATA
 KHADIM’S
 LIBERTY SHOES
 NIKE
 PUMA
 ADIDAS
 CONVERSE
 RED TAPE
 WOODLAND
 NEW BALANCE
 COMPETITIVE ANALYSIS

Below is the Strengths, Weaknesses, Opportunities & Threats

(SWOT) Analysis of Metro Shoes.
STRENGTHS :
1. Metro Shoes is a strong Indian footwear brand with Strong Values
2. In house Private Labels for affordability
3. An assortment of all well known shoe brands found in any Metro
Shoes store
4. It has a countrywide network of exclusive Metro showrooms at
more than 150 prime locations across 30 plus cities in India
5. Strong Focus on innovation has boosted the product range
6. Metro Shoes has focused on good advertising and branding by
roping in celebrities

WEAKNESSES:
1.Operates through Company Owned Models only and hence
expansion is slower.
2. Metro Shoes has very restricted international presence.

OPPORTUNITIES:
1. Metro Shoes should expand in India as well as in international
Market.
2. To capture the shoe and accessory market collectively.
3. Tie-ups with international brands or adapting franchise model to
grow.
 THREATS:
1. International players with increasing privatization can
reduce Metro Shoes' sales
2. Shoe brands available at discount rates on discount deal sites
which affect its in house private labels USP of style with affordability
3. Fake imitations can hurt genuine customers
 MILESTONES ACHIEVED BY METRO SHOES LTD

Metro Shoes has prided itself on catching the vibe of the youth and
helping generations and generations put their ‘best foot’ forward.
The shoe game has just gotten better and stronger every passing
year.

1. New stores opening new opportunities

From one shoe store in Chennai, to having more than 450 stores
across India, we have really walked a long way. Metro Shoes store
has a leverage to connect with its customers and have a one on one
feedback. Since 2017 has been a fulfilling journey in terms of
expanding stores. By opening 16 new stores across India this year,
we have connected with you on a ‘ground’ level like never before.

2. Giving a face to the brand

Every brand has a vision. We were lucky enough to rope in 2 people

who connect with the brand as well as with the current generation.
Katrina Kaif and Siddharth Malhotra came happily on board to step
in our shoes and translate the tone of the brand. As flawlessly as
they did, the TVCs and online campaign were a hit amongst the
users. It won’t be a surprise if you see our two stalwarts staring back
at you from the billboards.
3. A yearly much deserved recognition and ‘foot’age

A little pat on back for all the work never hurt anyone. Likewise, the
following awards sent our spirits soaring:

 Metro shoes won ‘’ Footwear Retailer of the Year’’ award at the

prestigious annual Star Retailer Awards 2017.
 Recently the company won ‘’Shinning Star Commercial Partners

of the Year’’ award by GMR -IGI Airport 2017.

 Won the ‘’ Most Preferred Women’s Brand 2017 ‘’ award at the

Femina 4th World Leadership Congress & Award.

4. Customer count: 28 lakh and counting!

A feather in our cap, the Club Metro customer count crossed the
mark of 28 lakhs in 2019. A feat to remember, this number make us
take a bow to all the dedicated customers who have proved their
loyalty from time to time.

5. Shout-out to positive feedback

Customer feedback is considered to be a mirror of the brand. The

more the positive response from the users, the more your customer
is liking the product. 2019 reached a peak of happiness when the
percentage of positive response from January 19 till date touched
86%.

6. Happy Customers on Happy Wednesday

We all dread Wednesdays. To shoo away our mid week blues, Metro
Shoes introduced Happy Wednesday Sale to soothe your senses with
some retail therapy! Who wouldn’t say no to shop the best from the
lot on a discount price? A hit amongst our customers, Happy
Wednesday Sale continues to make your week much more better!

7. Beating the summer heat in a ‘pun’ny way!

Believing that playing around puns only makes you smarter, we

introduced a SPF 50 sale in summer! The sale started on a weekend,
giving away footwear at straight 50% discount. To give some respite
to the customers, we offered fashionable footwear at the sale price
like never before.

IT platform.
Metro shoes ltd India has one of the best internal IT teams not only
in the footwear but in the entire Indian retail industry. They were
one of the first organizations in our league to computerize all stores.
This feat seams significant against the fact that most of our store
staff were technically ignorant and hence the systems needed
to be simple yet provide the necessary information to manage the
stores. Considering these limitations, they could not find a single
product in the market that could fit our requirements. Hence, their
internal team developed a unique 3-click system that ensured all
required reports were just three clicks away. Recently, they also
developed a vendor management portal, which provides our
vendors with easy access to information about their products, sales,
inventory and sell-through as of last Sunday. This enables them to
manage their inventory effectively.
More than 400 outlets and still going! That indeed is a commendable
feat, especially since all the stores are COCO.The Metro story goes
back to 1947, when they opened our first store. Today, they have
450+ stores with presence in over 100 cities across India. In the last
10 years, we have achieved excellent growth as a result of our
focused efforts on expansion, customer insights and strategic use of
technology. The company has registered a CAGR of 27 per cent in
the last five years alone. Metro has emerged as a leader in fashion
footwear retailing by providing quality footwear to customers.
 References
Indianretailer.com: “CROCS OPENS ITS 100 TH STORE IN
INDIA” November 18

“metro shoes a 70-year legacy” August 19

Metroshoes.net: product life cycle, milestones. August 19

mbasKool.com: metro shoes swot analysis, competitors &

USP, Marketing mix strategy “lifestyle and retail”. December
18

economicstimes.com—“metro shoes looks cities to drive growth”

April 2014

professionalacademy.com for various marketing concept.