RETAIL MARKETING

Ihsan Hadiansah

AJV SHOE CLEANER & PROTECTION

Joshua Sam (01520150024)

Alfi Sembiring (015201500006)
Vincent (Wang Shuaiyan) (015201300099)

Table of Contents
Executive Summary............................................................................................... 3
Chapter 1: Introduction.......................................................................................... 3
1.

Shoes lovers are increasing all around the world.........................................3

2.

Shoe cleaner brand is not that much...........................................................3

Chapter 2: Corporate and Brand Strategies...........................................................4

History and Strategy........................................................................................... 4
Public Relation.................................................................................................... 5
E-Marketing........................................................................................................ 5
Positioning Statement......................................................................................... 5
Chapter 3: Promotion Opportunity Analysis...........................................................5
3.1 Communications Market Analysis.................................................................5
3.1.1. Competitors........................................................................................... 5
3.1.2 Opportunities.......................................................................................... 6
3.1.3 Target Market......................................................................................... 6
3.2 Distribution Strategy.................................................................................... 7

Survey....................................................................................................... 7

Social Media.............................................................................................. 7

Free Sample.............................................................................................. 7

3.4 Competitive Advantages.............................................................................. 7

Chapter 4: Integrated Marketing Communications Management..........................7
Customer Awareness.......................................................................................... 7
Customer Attention............................................................................................ 7
Business to-business.......................................................................................... 8
Action................................................................................................................. 8
Communication Budget...................................................................................... 8
Agency Selection................................................................................................ 9
Conclusion & Recommendation.............................................................................9
References........................................................................................................... 10

Executive Summary
This is a report about a new merchandise of shoe brand called AJV Shoe Cleaner. The writer
has 2 main reasons why creating shoe brand in Indonesia will bring good advantages; 1. Shoe
lovers are increasing all around the world, and 2. Shoe cleaner brand in Indonesia is not that
much. Our strategy in order to compete with another shoe cleaner brand which is established
earlier is we will active in social media and give free sample.

Chapter 1: Introduction
We choose shoe cleaner as our new merchandise. The reason behind it is because we have
found out plenty information to support the product;

1. Shoes lovers are increasing all around the world.

In fact, brand such as Adidas, Nike, Puma, Under Armour, Vans, Convers, and so on have
launched a couple of casual shoes which effectively attract shoe lovers to spent their money
mostly on buying sneakers, and they want to keep it last long and always looks cool and new.
Moreover, we can see in youtube, lots of youtuber making a video of them unboxing shoes.
In addition, there are some research to test where are the money most of the people spend to.
The psychologist team said Today, increasing data is being collected about our homes, our
shopping habits, and our spending. The research is confirming our observation: we own too
much stuff. And it is robbing us of life. They found out that nowadays people tend to spend
their money in buying shoes, jewelry, and wathes ($100 billion) than on higher education
(Becker, 2015).

2. Shoe cleaner brand is not that much.

If we can search in the internet there are only like 20 shoe cleaner products that available.
Making the competition is low and creating a new one will make a huge advantage.
Compositions:
In choosing compostions of the product, well try something that is really good and available
to be used at any kind of materials. We dont want the compostion to damage the shoe
material. Some shoe cleaner can harm the color of the shoes and rough the materials. We
want to protect it too not just clean it, so here are the compositions for our product:

a rich blend of soap derived from coconut oil

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100% pure Jojoba Oil

Lavender
Lemon Essentials oils

The effects of using our product:

After using AJV shoe cleaner, the ingrediants quickly absorb by all kinds of shoe material
making a collaboration that will block any other substances such as water and so on, exactly
like the picture.

Chapter 2: Corporate and Brand Strategies

Brand Name: AJV

History and Strategy

AJV Shoe Cleaner is a brand that describe our motivation for the people to look fashionable.
We want everyone to be proud of what they are wearing. With so many shoe brands we
realize that we need to keep it clean and highly protected. AJV came out outstandingly with
the founder of the brand (Alfi, Joshua, and Vincent). Shoe maker such as Adidas, Nike, Puma,
and so on have always develop their product for the future shoe lover and our duty is to keep
them clean and stay cool like new. As an outcome of our research AJV will be able to clean
all kind of shoe wear for both gender.

In terms of enriched new customer, we will do several action such as creating an alliances or
cooperating among shoes retailer so every time a customer purchase a shoe product they will
receive a package of AJV shoe cleaner. So then the customers can try the AJV product.

Public Relation
The porpose of public relation is to make sure that the customer more aware and aknowledge
about us. Our public relation activity such as collecting customers feedback to know thwir
opinions, critics and sugestion. They will also active in social media regarding spread the new
information about our products and also information regarding new upcoming event so that
the information will be spread faster.

E-Marketing
Since we know that today is in the digital era, almost all people are now using online store to
buy and even sell something. So, we decide to make our own online store, or if we do not
have enough human resource to manage the website, we will simply put our product in
famous online market place in the country such as Lazada, Tokopedia, Bukalapak, Kaskus
FJB, MatahariMall, and so on. To promote our website and our marketplace we will put and
advertisement in a website with high traffict so it will attract more attention from web society.
We will also promote our ads trough our social media account which is free.

Positioning Statement
For shoes and sneakers lover who wants to keep their shoe looks good, AJV Shoe Cleaner
and Protection is a product that can be found easily among online store and so on. Unlike
others, AJV will make your shoe clean without harming the materials and protect the shoes.

Chapter 3: Promotion Opportunity Analysis

3.1 Communications Market Analysis
3.1.1. Competitors
As a product that was just launch, we also have to face our competitors. In indonesia, there
are some shoe cleaner competitors that we find out during our research. Before that, we also
found Kiwi, the most popular brand of shoe polish. Eventhough Kiwi is just a shoe polish,
AJV will also be facing it. So during our research, we found out some competitors:

1. Andrrows
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Andrrows is the first shoe cleaner brand in Indonesia which is using dry cleaning system.
Their shoe cleaner can only be applied for sneakers and another casual shoes. Therefore, it
cannot be use for leather and another formal shoes. Moreover, as we already check on their
Instagram account, they never demonstrate the use of their product for formal leather shoes.
2. Berzy
Berzy is another shoe cleaner brand from Indonesia. Same with Andrrows, their product can
only be applied for sneakers and casual shoes.
3. Kiwi
Kiwi is the most popular shoe polish brand in our country, but their product can only be
applied for leather and formal shoes. We will compete with them since our shoe cleaner can
also be performed for leather and formal shoes.
3.1.2 Opportunities
There are 3 opportunites that the writers found during the research; less competitor, wide
approach, and our product is available to any kind of shoes.
First of all, the less competitor. Less competitor mean that the competition in indonesia
among shoe cleaner product are hard to find. Secondly, wide approach means that our
product is available to all shoe lover from youngster until elder. Lastly, our product is
available to all kind of shoes. Most of a shoe cleaner that we know such as Crep, Berzy, and
so on. Those products only clean some type of shoes which are; sneakers, sports, and casual
shoes. AJV shoe cleaner, our product can clean all kind of shoes; formal, casual, sports,
sneakers, and so on.
3.1.3 Target Market
Target market is every business need to decide before they create a business. For AJV, our
target market are all gender from elementary students until they work and retire. As the writer
sell the product among Indonesia, Indonesia is our target market.

3.2 Distribution Strategy

Survey

To know what customers want, we will conduct some survey. We can do the survey using
online survey such as google survey and survey monkey, or we can give short questionnaire
to the public. Through survey, we able to know what people wants such as the price range.

Social Media

To make our customers keep on touch with us easily, we will use common social media such
as Facebook, Twitter, Instagram, Line, and etc to connect with them. In addition we also will
create a website for people to visit.

Free Sample

Since we cooperate with famous shoes brand such as Carvil, Bata and so on. We will put the
small size of our product in every purchase of shoes that they bought in our partner retail
store. Through this free sample the customers can experience the use and the function of AJV
shoe cleaner.

3.4 Competitive Advantages

Compare with another brand which is exist in Indonesia. Our competitive advantages is our
product can be applied for all kind of shoes. It will also available in famous retail store, but
the customer still can bought it through online marketplace such as Lazada, Bukalapak,
Tokopedia and Kaskus FJB.

Chapter 4: Integrated Marketing Communications

Management
Customer Awareness
In dealing with people awareness, AJV shoe cleaner will aware the audience through the
social media. We can use lots of media such as Instagram, Twitter, and so on. With posting in
social media, people will aware of our shoe cleaner product. We planned to post everyday so
then people will be so aware just like what Unilever did. In fact, almost every day there are
always an advertisement of Unilever.

Customer Attention
Every product that has been launched must attract the attention of the demands. Otherwise,
people will not care about the product. Which is a strategy on getting attention of the people
is really important. For example; if you are in love with someone you need to give an extra
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impression so the girl will attract to us. Well, is similar with this case, we are getting an
attention so that the demand will be higher. So then they will buy our product. AJV shoe
cleaner will posted a video trial in using the AJV shoe cleaner at YouTube. In fact, nowadays
people always check on YouTube almost every day. So posting a video will be so affective in
getting people attention. The attention that will ensure the people that our shoe cleaner
product is good.

Business to-business
In order to make people acknowledge about our product, we will conduct cooperation with
famous shoes brand such as Bata, Carvil, and so on. So in every casual shoes that they sell,
the shoes brand will include a package of our product, so they can experience the use of our
shoe cleaner. For the shoe manufacturer, their product will get more value, because it already
contains the shoe cleaner which is not available in any other shoe cleaner brand. For our
business, it will be easier to give free trial to the consumer. If they like it, they will buy it.
The writer using business to business as a tool in creating good introduction to the launching
of the AJV shoe cleaner. In fact, other shoe cleaner brand, they want us to buy the product but
our shoe cleaner, we provide customer the opportunity to try. Unlike other who is advertising
it without giving a free trial. This is why business to business is really good for both sides
which is the AJV and the shoe retailers.

Action
In terms of sales, our objectives are we will get more sales as soon as people realize the use
of our product. And they will keep buy our product again if they are out of stock.

Communication Budget
In budgeting, the money went to the internet expense. These internet expense is very
necessary because we do everything online. The cost of the internet per month probably
around Rp.200.000,00 Rp.600.000,00. Through internet we can access to social media and
broadcast an event or information about AJV shoe cleaner. Moreover, we can collect
feedback and keep in touch with our customers. In addition, we will also create an account
and website. Another expense is in creating a website wich will cost around Rp.
500,000,00/year we will create and manage our website, so it will need less cost compare
with if we ask a professional website developer to create and manage it. Putting an
advertisement in a famous website cost around Rp. 300,000,00/month. And for the free
sample will costed around Rp.500,000,00 Rp 2,500,000,00.
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Agency Selection
Agency or employee is becaming one of the most important part in every business but since
AJV is a new brand, we will not conduct any agency, we will do it ourself. In fact, we already
make an advestisement of our own without any agency. But we will recruiting agency when
the brand is becaming huge.

Conclusion & Recommendation

In conclusion, AJV is a new brand of a shoe cleaner that describe our motivation for the
people to look fashionable for anything that they wear especially the shoe. AJV is capable in
cleaning and protecting any kind of shoes. The ingridients are selected generously, and it will
not harm the material of the shoes. Our strategy in launching this new brand is by cooperating
with shoe retailer, posting a trial video on Youtube, and creating an advesrtisement.
The recommendation of our shoe cleaner brand is by collecting feedbacks through the
advertisement that we made. Our 15 seconds advertisement is responded with our 5 potential
customers. Most of them said that our video is too short, they want a long duration.
Moreover, some of them need like 2-4 times to understand the value that we try to deliver
through the video.

References
AJV Shoe Cleaner. (n.d.). AJV Shoe Cleaner & Protection (Advertisement).
Retrieved from Youtube: https://www.youtube.com/watch?v=_Dr0kjso0pU

ANDRROWS. (n.d.). Andrrows official Website. Retrieved from Andrrows:

http://www.andrrows.com/
BECKER, J. (n.d.). 21 Surprising Statistics That Reveal How Much Stuff We
Actually Own. Retrieved from Becoming Minimalist:
http://www.becomingminimalist.com/clutter-stats/comment-page-1/
berzyshoes. (n.d.). BERZY official account. Retrieved from Instagram:
https://www.instagram.com/berzyshoes/?hl=id
S. C. JOHNSON & SON, INC. (n.d.). Kiwi Shoe Care. Retrieved from Kiwi Shoe Care
Indonesia: http://www.kiwicare.com/id-id

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