Multimedia University



1.1 IntroductionFounded in 1959, Pallas is a household name in Malaysia as far as footwear is concerned. The name Pallas is plastered in every town across the?country.?Affordability is not Pallas' only forte. Designers at Pallas ensure that the styles keep up with changing trends. With each new design, quality, durability and comfort are not sacrificed.? Our philosophy is to offer an extensive range of footwear for the whole family, combining leading-edge fashion with exceptional value for money!? Easy Comfort. That’s our commitment to you.Our collection covers everything a family could want. ?We have an amazing selection of men’s, women’s, teen’s and children’s shoes, highlighting the latest trends for the season along with everyday essentials. ?Our shoes, slippers, sandals and sports varieties come in different colors and sizes to cater for the current trendy men, women, teens and children. For men and women, we have a wide range from chic casual to comfort and stylish sandals. For teen’s and children's shoes, you need look no further as we stock one of the largest range of comfort shoes for teens and kids. With helpful advice available, you will be able to find the perfect fit, and when it comes to going back to school, our collection has every style you could wish for.Through our own labels we have developed great ranges of shoes for all ages with a focus on style, quality and value. We also have an impressive range of branded products, from famous labels including PALLAS, JAZZ, REJAM ?to crossovers with international labels like WARNER BROTHERS and DISNEY MICKEY.1.2 Problem Statement and IssuesPallas shoes is very well known among school student in Malaysia, and have over 96 stores across Malaysia including Sabah and Sarawak. The problem that this brand had, is their product only will be bought during school season, as if they only sell school shoes, whereby they also sells casual shoes as well, under the name Jazz, same as the white and black school shoes. Since Pallas Jazz is a canvas shoes, this brand had many competitors throughout overseas, most likely a well-known shoes company such as Vans and DC shoes. So, people prefer to wear international brand over local brand. The main issues for this products is, people always assume that this brand is only for school student, because of its origin as a school shoes.2.1 Product NamePallas Jazz “Lo Cut Shoe Lace”2.2 Product ClassificationProvide school shoes and casual shoes at affordable price range.2.3 Product CharacteristicsType – Shoes, Packaging – Rectangle Shoe Box, Pricing Range – RM 38.99 to RM 43.99 unit per sale 2.4 Product RangeSchool shoes – Black and WhiteCasual – Blue, orange, purple, red, peach, light green, dark purple, light brown, grey, forest green, French blue, dark brown, dark blue2.5 DistributionPallas use direct and indirection distribution. Pallas distribute directly its product throughout all of their stores in Malaysia, all 96 of them. Pallas also sells their product indirectly, by using another party to sell their goods, such as an independent shoes store or local shoes store that want to make profit by selling the brand. Pallas also use an e-retailer to sell their product, which can be find in wowtowee(dot)com. 2.6 Product Life CycleMost of sales that Pallas gain, during every early years, when student get back to school, which is an annual event for Pallas that is “Back to School with Pallas” 2.7 The BrandPALLAS was introduced early 1978, recognized as a distinctive mark of quality and comfort. Having the comfort of the consumers at the top of their agenda, Pallas footwear are designed and developed around its aptly chosen tagline of "Pallas…..Easy Comfort", i.e. “comfort that are easily affordable”. True to its tagline of “easy comfort”, Pallas range of footwear is known for its easy style and wearing comfort. Each pair of Pallas footwear is well researched and designed to provide maximum comfort for prolonged wearing. There are few type of shoes, which is Jazz casual, Jazz School, Rejam and Freetime. Jazz casual is for fun, colourful, casual shoes for young active, fun loving adult!! "comfort" and "easy" shoes that is truly value for money!! Jazz School is specially researched & designed to bring all days comfort for student!! Rejam is a performance shoes that designed for Sepak Takraw professionals with its technology FLEX, DR10, VGrip!! Last but not least is “Freetime” stylish slippers and sandals that comforts your feet!!2.8 Brand Image and ImplicationPallas has been in the market for a long time, almost all Malaysian will know this brand, since everyone is familiar with the shoes, because it is such a memorial brand to be remembered, some of the user were using they were at school age, and pass it to their children. It is a brand that can be passed through generation after generation, it can also be called in these as a “throwback”. The quality of the brand is very good, and it is very affordable, even though they have many competitors, but a loyal customer would still buy the brand.2.9 Strength and WeaknessStrengthWeaknessesAn established brand and has been in business over 30 years (38 years)Wide range of color and sizesCheap compare to its competitorsPeople assumes this brand is only for school studentHasn't been able to penetrate emerging markets2.10 Advantage and DisadvantagesAdvantagesDisadvantagesCan be used anywhere and anytime, durable, flexible, comfortNot selling to all outlet 2.11 Unique Selling PropositionLocal MadeAffordabilityFun & StyleCanvas ShoesWide Color RangeDurableFlexibleComfort2.12 Promotional History and Advertising SchedulePallas Jazz has been in the industry for many years, the business is increasing every years. They have created many events throughout the years. Since the company enter the world of social media which is Facebook, their marketing plan starting to rising up. They start to make online competition such as submitting picture of people with their beloved mother for celebrating mother’s day and also picture of their favorite teacher for celebrating teacher’s day. Pallas also made a school visit event and any other event such as sports event, and they normally do it in Penang, because it is from their base company. For an annual promotion usually, during starting school season, which is “Back to School with Pallas”. They have promoting this event throughout Facebook and Banners and Poster around Shopping Complex. They also have promoting one their other brand which the casual Pallas Jazz, which is as not popular as the normal Pallas Jazz school shoes, which is not all stores have it, and need to purchase it online.2.13 Positioning statement For the casual shoe lover. Pallas Jazz offer comfort shoes, with a lot of varieties in colors, which is locally made and it can afford by any class range.3.1 Company OverviewPallas offer services by selling their own shoe brand which locally made in Malaysia. Their major brand would be their school shoes, which is their highest profit came from. At the same time, they also sells casual shoes, sepak takraw shoes and also slippers.3.2 Business DescriptionThis company is in sector of consumer discretionary which is an industry that sells apparel & textile product. Their sub-industry is selling footwear which is Pallas.3.3 Company HistorySouthern Rubber Works Sdn. Bhd. Was founded in 1959. The Company’s line of business includes the wholesale distribution of footwear. PALLAS was introduced early 1978, recognized as a distinctive mark of quality and comfort.3.4 Key PeopleGroup Chief Executive Officer – Ho Kok LoonPallas Brand Executive - Eppie LeeBrand Development Manager - Katherine Lim3.5 Location and SubsidiariesPallas?Southern Rubber Works Sdn Bhd178 Lebuh Pantai10300 GeorgetownPenang, Malaysia3.6 Brands, Major Products and ServicesPallas ( Jazz school, jazz casual, rejam, freetime)Jazz school - Specially reaserched & designed to bring all days comfort for studentJazz casual - fun, colourful, casual shoes for young active, fun loving adultRejam - performance shoes that designed for Sepak Takraw professionals with its technology FLEX, DR10, VGripFreetime - stylish slippers and sandals that comforts your feet3.7 Corporate VisionTo provide maximum comfort for prolonged wearing.3.8 Corporate MissionThere is no information3.9 Company’s Current Promotional StrategyApril, 2011 – PWTC (Malaysia International Shoe Festival 2011), spin & winMay, 2011 – Han Jiang Hall Penang (Lion Dance)June, 2011 – Ipoh, StarwalkSeptember, 2011 – Penang Times Square, StarwalkSeptember, 2011 – Autocity Juru Penang (Lion Dance Competition)November, 2011 – Kembali ke sekolah, Happy Shoes November, 2012 – Kembali ke sekolah dengan smart palMarch, 2013 – Back to school contestJune, 2013 – Ipoh, StarwalkJuly 2013 – Collaboration with Disney Mickey shoe design for kidsSeptember, 2013 – Penang, Starwalk, A walk of rememberDecember, 2013 – Collab with CineAD for free movie ticket at GSCDecember, 2013 – Kembali ke sekolah dengan pallas heroFebruary, 2014 – Pallas authorized online dealer with wow2wee[dot]comMay, 2014 – Share your precious moment with your mom contestJune, 2014 - Express your love to your father in this father day contestJune, 2014 – Penang, Go green with pallas, tree planting projectJuly, 2014 – Ramadan food sharing contestSeptember, 2014 – Penang, StarwalkNovember,2014 – kembali ke sekolah dengan pallas creatorDecember, 2014 – shoe sponsorship for studentJanuari, 2015 – tree planting projectApril, 2015 – tree planting projectMay, 2015 – happy mother’s day everlasting love photo contestMay, 2015 – happy teacher’s day “wefie” contestMay, 2015 – tree planting projectJune, 2015 – father’s day, Super Dad completionAugust, 2015 – Merdeka, best wishes to Malaysia contestSeptember, 2015 – Penang, StarwalkSeptember, 2015 – Penang, Lantern makingDecember, 2015 – Back to school with pallas, dare to dream3.10 Product Sales’ History Product sales of this brand is privacy.3.11 Current Marketing ObjectiveSelling more casual shoes, by came out new range of color which is the latest is the “retro” color.An annual event, promote their school shoes every in the end and the beginning of the year3.12 Media ExpenditureStarwalk - Discover the joy and history as you walk along town. A collaboration with Star newspaperTree planting project – help to preserve tree in PenangBack to school – annual event on every year to promote Pallas school shoes4.1 Consumers’ Characteristics4.1.1 Current Consumers’ Characteristics Age 7 – 30 yearsGender : Both Male and FemaleStudents and adults, from families to group of youngstersAllowance of the student could be RM300 –RM700Salary of the adult are RM900 – RM3000Come from varieties of races and ethnics whether local or foreignerMalaysia4.1.2 Psychographics - Identify “current” psychographics situation; Same perception towards local product, that the product are not good enoughMostly learn from peers and experience.Motivation & needs: the product cheaper than any other brandAttitude & Personality: skaters and casual look.Lifestyle: student and don’t care about brand4.2 – Stakeholders’ Characteristics4.2.1 Primary Currently, there is no information about the main internal stakeholders in the media that can be find to support this topic.4.2.2 SecondaryCurrently, there is no information about the main internal stakeholders in the media that can be find to support this topic.5.1 The Industry5.1.1 DefinitionIt is axiomatic to say globally, the footwear industry has an expanding market. World population increases, living standards rise, so does the demand for footwear. 5.1.2 Shape of the industryThe global footwear market has seen wide-ranging trends across totally different geographic regions like North America, Europe, Asia Pacific, and rest of the globe. The worldwide footwear market is driven by factors like growing demand for brand new style of footwear and growing awareness concerning healthy and active life style. Increasing population, propensity of individuals to pay additional and rising stores have additionally attributed to the growing demand for footwear across the world market. Also, there are sure restraints that are slowing down the expansion of the world footwear market. Increasing environmental considerations and inflation of raw material are the most factors that are acting as restraints for the world footwear market. However, there's a good chance within the footwear market like changing consumers' fashion and fashion trends, rising role of e-commerce and increasing new brands within the market that may enhance the demand of footwear market within the coming years.Some of the highest players in the world footwear market are Nike, Adidas, Ascis, Puma, VF Corp, Skechers and New Balance among others. At present, among the highest players in the world footwear market, Nike is that the leading footwear company followed by Adidas and Ascis. Nike and Adidas have the foremost range of stores, sturdy marketing, and huge client base globally. Asics and puma are fashionable in the European market where as VF Corporation. Skechers, and New Balance are American corporations with sturdy presence in the American footwear market.The footwear market has been divided into three segments: by varieties of footwear, by consumer group, and by geography. Further, the by varieties of footwear include athletic footwear and non-athletic footwear. The report additionally offers competitive analysis regarding sub-segment of athletic footwear and non-athletic footwear. Athletic footwear section offers merchandise of four classes that include insert shoes, sports shoes, hiking shoes and backpacking boots. Sports shoes are expected to own the most important market in terms of volume globally from 2014 to 2020. In terms useful Insert shoes is expected to own the most important market globally throughout the forecast amount. Non- Athletic footwear section additional includes three categories that are casual footwear, fashion footwear and formal footwear. Casual footwear is predicted to own the most important market globally both in terms useful and volume from 2014 to 2020.5.1.3 Development of the industryUntil the half of the nineteenth century, practically all garments and shoes were made by individual tailors and cobblers operating either alone or with one or two apprentices or journeymen. The goal of each apprentice tailor was to find out the way to create a whole garment as presently as doable. The output of a tailor or garment-worker was sometimes restricted to specific women’s, men’s, or children’s garments; the skilled worker sought-after to find out the maximum amount as doable from a specialized master craftsman. A similar apprentice-journeyman system prevailed within the footwear trade, within which all cobbler craftsmen were male.The advent of the stitching machine enlarged craftsmen’s retailers and converted them to factories. In several factories staff in hand their machines and carried them from manufactory to manufactory whenever they modified jobs. Needle workers lugging their machines on their backs were a typical sight on the downtown side streets of New York City, the garment-manufacturing capital of the world at the flip of the twentieth century. Taking advantage of the low capital investment per employee, several wear entrepreneurs began to farm out their cut clothes to be stitched reception. The bundle brigades—men, women, and youngsters trudging through the streets lugging bundles of cut or finished clothes to and from their flats within the side tenements—replaced the sewing-machine carriers of previous years.Most attire factories at this point were as thronged, poorly lit, airless, and insanitary because the home workshops. The term manufactory was coined for such factories and residential workshops at the start of the twentieth century, once staff within the attire industries began forming unions to urge higher pay and dealing conditions. The International Ladies’ Garment Workers’ Union, organized in 1900, and therefore the Amalgamated wear staff of America, shaped in 1914, became pioneer unions in mass-production industries within the US furthermore because the largest garment unions within the world.5.2 The Market place5.2.1 Current Condition of the Market placeRight now, the current condition of the market place is in a very stable position. With the current annual events been held and promotion throughout social media. Pallas is stronger in every each year. Been collaborating a lot with other companies, make people want to know more about this product. And of course, the people who keep on supporting the brand throughout social media show how consumers love the brand so much.5.2.2 Changes in Market place.PositiveNegativeProvide a long lasting comfort shoesFavorite school shoes brand among studentsNot all shoes display on website, are sold in the store6.1 Direct CompetitorsBata, North StarBoth Bata and North Star are one of the most common school shoes brand in Malaysia that have been competed with Pallas for a long time 6.2 Indirect CompetitorsVans, DC ShoesVans and DC shoes are both most famous skate shoes in the world, although Pallas is not a skate shoes, the competitors and Pallas had something in common which is, them both are Canvas shoes. Even the design are almost identical, since both product are also a casual shoes same as Pallas. StrengthWeaknessAn established brand and has been in business over 30 years (38 years)Wide range of color and sizesCheap compare to its competitorsPeople assumes this brand is only for school studentHasn't been able to penetrate emerging marketsOpportunityThreatNew avenues of distributionUsing social media activities to interact more with consumersLarge, big budgeted competitorsCompetitors create more convincing shoes8.1 Marketplace ResearchAt SOGO KLSchool shoes is easy to sell especially during school season, differs to casual shoes8.2 Market ObservationAt Tesco AmpangEven though there are not many people buying it, but can see people drop by and have a look8.3 Online SurveyWrite down all questions and answers in percentage value. Use pie/bar charts to illustrate the findingsMost of shoe user like casual and 2nd is sportsMost of them prefer well known shoes such as Nike and Vans.The most importance aspect of these shoe user when they look for a new shoes is the PriceMost of them buy their shoes by going to the stores. This shows how buyers prefer to buy at the store, which comes with many reason, most probably more secure, and can test it before buy. 85% says yes, another 15% says no, because either they are not from Malaysia or really never knew about the shoesThe answers are 50/50, which is normal, to hear people says no, when it comes to this question, because not all stores that sells pallas, sells the casual version.The percentage on Yes, very convincing, because probably, this shoes are quite cheap, and remaining percentage, most probably prefer branded shoes.8.4 InterviewFriends of friend & BuyerNormally, the people that know or used Pallas Jazz is a loyal buyer that have been use for ages, normally they use it when they were a student, and they still buy the casual one, because the shoes is comfort and nice for them to wear it.8.5 OthersBy interviewing the store worker itself from SOGO, the amount of people buying Pallas Jazz casual shoes, is not many as expected, 8 pairs for 2 weeks on that month, but surprisingly, few of those are bought from tourist or foreigner. At Jusco Maluri At Tesco AmpangBased on research through 3 different store, which is in SOGO, Jusco, Tesco, they all sell different type of shoes. Most of shoes in SOGO are school shoes, and the casual ones outdated version, while in Jusco, they sell school shoes and kids shoes. The only shop that have both casual and school shoes is in Tesco, but for casual shoes, not all color that shows in website are in the store. The color are limited. I choose these three store based on the website, which is one of the main stores in KL that they supplies this shoes. Unfortunately, not all the shoes in the website sell in the stores. 9.1 OBJECTIVELocal product is as good as the internationals, Pallas shoes is a long lasting shoes. Durable, comfort and flexible. Can be used at any circumstances, includes dancing. Do not look down on local product, not all famous products are as good as expected.9.2 Proposed Primary Target AudienceDemographicPsychographic13-30 years old , young adultMale and femaleOpen to any race and ethnicityUrban and Suburban People who don’t really cares about brandPeople who want to feel the true satisfaction of wearing a good shoesPeople who want to dance9.3 - Big Idea and Advertising StrategyThe big idea is Jazz Dance, using the element on both music and dance to create a concept, that this shoes have three element that needs when you are dancing, and that is durable, comfort and flexible. Wanted to show how good is this shoes are, that you are no longer need to walk, but dance. Which with a great tagline, Don’t Walk, Dance! The concept would be the world is your stage. Visual for current strategies type of shoes do you prefer?SportsCasualWorksBootsWhat is your favorite shoe brand(s)?NikePumaVansDC shoesAdidasNew BalanceConverse SauconyPallas JazzWhat is your most important aspect when you look for a new shoes?StylePriceQualityDurabilityBrand nameFunctionalityWhere do you usually buy your shoes?StoresOnlineHave you heard a shoe brand called Pallas?If "Yes", you must recognize these brand as a school shoes, do you know they also sells casual shoes?Would you buy it as your casual or any purpose shoes?If you have never heard of Pallas shoes before this survey, do you have any interest to find out more about this product? ................
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