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Nowadays, shoes are becoming a part of human͛s life. Shoes are become important and
basic needs. Whenever they are going to work, school, college, or enjoy their weekend in shopping
malls, cafes etc, mostly of them wears shoes. So it has been lifestyle.

Shoes itself is divided into several types according to its function, design and material, and
also most of those were branded and well-advertised, for instances, Nike is a famous brand from
USA that mainly produce sports and casual sporty shoes for its consumer, it is same as well as
Adidas. Or well-known shoes brand from United Kingdom, Dr. Marten that used to be use for worker
but now it is become a lifestyle for some of teenagers to show sort of their identity.

Shoes business have already become a big industry involve so many another industry itself.
For example, while brand like Nike was launched a new football shoes into public, they will endorse
famous football player, such as Lionel Messi or Wayne Rooney to boost their sell. This thing goes
same to other brands like Adidas, Lotto etc.

In Malaysia, these things are also happen in terms of globalization, so many famous brands
from foreign countries were well marketed, they are available in many places and very well
distributed.

On the other hand, there are just few brands made from Malaysia. This is a contradiction
that the market share is possessed by foreign even though some of foreign shoes were
manufactured in Malaysia and then it will be distribute to many countries as well as local Malaysian
market.

Furthermore, as our concern of local shoes industry, we are creating Bolt brand that focused
on shoes production. It was created to show that local shoes are not lost competed to foreign brand.
And moreover after we have gain some market share, we will expand the business to other
countries.

  

For Bolt shoes campaign plan, we have some objectives:

R To make brand awareness to consumer of this brand

R To show that local made shoes quality is excellent
R To gain market share against other existing brands.

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 The message for this campaign will be the mixture of perception, persuasion, learning and
behaviour. And by the creative teaser we made, the message will be straightforward to the
consumer.

With perception, the campaign of Bolt shoes will shape attention and awareness of the
people about the brand.

We also persuade people with our attitudes and involve consumer emotions with the
creative advertisement.

By promoting through media, the creative ads show the benefit of the product, so the
potential consumers would think first which brand of shoes they will purchase. In this process we
give learn to people about specification of our shoes.

Then whether the ads launched, there would be an action from people that would be a trial,
people test our products in the shop then purchasing. Or the consumers will call or click info about
the product from internet or other sources before executing the products.



R 4eographic

Location would be inside of Malaysia, especially its big city such as Sarawak, Kuala Lumpur, Penang,
Trengganu and so on. Then it would distribute to many shop in shopping mall or well-known fashion
shop through our stockist that we would hired in some city.

In shopping mall section, as to be shape a brand image of Bolt brand, it would be chosen to
be distributed in shop that regularly selling shoes as the main sales.

R Demographic

To measure consumer to buy Bolt shoes, we have conducted a simple demographic research
around Malaysia as main market for Bolt shoes in early stages.
4ender : Male

Age : 15 ʹ 30 years old

Income : RM 500 ʹ 1500 / month

Education: High school and higher education

Occupation: University student, highs school student and young executives

Race and ethnicity: Malaysian, Chinese, Indians, etc

    

Due to positioning the brand to consumer, Bolt Brighter shoes are decided to take its unique
selling proposition by three aspects. It is attribute, price and product user.

Firstly, Bolt Brighter shoes will bring messages to the consumer that the shoes are well-
made within premium qualities as main attributes. They must be known that Bolt͛s material is
already sorted that only the good ones will be made to be shoes. Displaying the characteristic such
as made by genuine cow leather and high quality check to keep its quality as well as unique
packaging. All of those are purposing to make unique selling proposition toward another brands.

Secondly, as the most crucial point that is pricing of the product. In this case, Bolt will be
putted in a competitive price due to our target audiences that mostly are teenagers.

Lastly, Bolt Brighter shoes would try to make whom purchase and using the product to be
satisfied and feeling proud as well as in fact the shoes are superb in durability and design and also
tough to be worn in every condition.
[
 

As the creative strategy of this campaign we would create three teasers in poster form to
make awareness among people. This teaser moreover will be advertised on newspaper, magazine
and other media mix that will be explain below.

The object is shoes will be photographed with some decorative to support the image of Bolt
brand that focus mostly for teenagers. It would be three teasers and each other is connected, and it
will use photoshop by adobe for digital imaging and Nikon d90 and some lighting to make an effect
of the shoes.

This is the official logo of the brand:






We have conducted a research and found some brands to be our rivalries, some of them are
into our target market, puma, asics, nike, pony etc are focused on teenagers as well as Bolt brand.

As a new brand and would be launched and bring Malaysian identity it would be slightly
difficult against another brands from foreign countries due to the existence and image. However, in
Malaysia itself we will have our consumers by creating one Malaysia into our teaser to grow the
awareness of loving ourselves made products.

 

 There are three sources for this media plan campaign. They are marketing sources, media
sources and creative sources and three of them are going to be a major aspect of Bolt Brighter shoes
sales in the future.

 As medium for this campaign we will choose the most appropriate for this brand to be
advertise so we will get directly our target consumer which is teenagers. The exposure of
advertisement through media might be not much and for early stage we will only advertise in
magazine and radio which has circulated information to teenagers.

Media Mix :

R Magazine : Juice Magazine

R Radio : Hitz FM
R Out-of-home: Flyers, posters
R Internet: Facebook, official website

· Marketing sources

Bolt shoes is relatively a new brand and if it should be compare to others, we have some
weaknesses in some aspects to others. The main concern is a distribution patterns while the
products are going to spread over to many places.

To solve this problem, we must have and also make connection or affiliation to client or even
partner in terms of supporting our sales forecasting in the future. Bolt shoes is supposed to be have
system to communicate to for instances transportation or shipping, reseller and stockist, the owner
shops as well as media press to make awareness of the product.

· Media sources

Media apparently is a very good medium to shape brand awareness and make the product be
recognizable by public through the advertisement.

Besides, the popularity of the media is also important due to our objectives and target audiences
that in Bolt͛s campaign within range between 15-35 years old as the target consumer. The
selection of media which would be use must be focused on teenagers lifestyle.
 However, we also have must consider the cost of each advertisement we make. The wrong
media could make a wrong result, waste time, money and image.

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To determine whether this campaign is success or not is according to advertising principles

and practice by pearson international, there is one method that we might think is appropriate to
evaluate.

For the method, we are using in-market test, which is means by definition that the test that
evaluate advertisements by measuring their influence on sales. In views of various research
challenges, a sales impact measurement might appear to be the only measurement an advertiser
should accept.