PUGC

Our report is about ECS SHOES . It is very large and famous shoes brand. This project
includes the introduction, history of ECS, from the creation of the company and its
subsequent development as al brand .

ECS is a large shoes brand, it has many production units on the basis of its
products,. Our this report is all about ECS working, its sub brands, strategies, how they deal
with competitors, their work, management functions, it also includes SWOT analysis, PEST
analysis HR department, market research analysis and management hierarchy and the
organizational culture of ECS is also discussed.

Some suggestions and recommendations have also been

incorporated with a view of the companys management and the products.

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CH # 01

Ehsan Chappal Store

Introduction to ecs

ECS is known as an emerging and also growing fashion footwear brand of the Pakistan focusing
on the trendy and also the fashionable ladies chappal footwears. The brand is also rapidly
growing across Pakistan and just offering some multiple products for the ladies and the girls
shoes, the bags and also the accessories. Top ten best Pakistani shoes brands of 2014 include
ECS-shoes.

Figure 1.1

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ECS Ehsan Chappal Store own multiple brands of ladies and girls footwear, bags and
accessories including ECS, Elements, Effects and E-circles. All these brands are exclusively
available at ECS Stores located at most convenient locations in most major cities of Pakistan.
ECS stores display largest variety of ladies footwear and accessories available at any single
outlet.
ECS Ehsan Chappal Store is no doubted the most famous ladies foot wear branch in the country
with a history of over 50 years. Unsurpassed quality and contemporary designing are the
hallmarks of all Ehsan Chappal Store brands.

Ehsan Chappal Store

History
F i r s t o u t l e t o p e n e d i n 1 9 5 4 i n A n a r k a l i a n d s o o n b e c a m e a r a gi n g s u c c e s s
for its excellent q u a l i t y a n d d e s i g n i n g .

Figure 1.2

Since then we have been expanding operations in the fields

o f manufacturing, importing, exporting and retailing. The expansion h as been
continuous and intandem with the market growth. Now third generation of the founder
Mr. Fazal Rab Saddiquiis in the business yet the core values of business remain the same.

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Ehsan Chappal Store

Vision

To promote the ECS

product
Our foremost aim is to think big, be the
pace setter and modernizer. In every of
our offering, across the region. It is the
VISION that every employee of the
organization is clear about.

figure 1.3

Ehsan Chappal Store

Mission

Figure 1.4

To continue to distinguish ourselves as the premier source for unique high quality products
and the very best professional service. In recognizing our client's satisfaction as the most
meaningful measurement of our success and our most powerful resource for continued growth,
we commit ourselves to providing total customer satisfaction in all we do.

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Ehsan Chappal Store

Startup

.
Figure 1.5

ECS is undoubtedly the most famous ladies footwear brand in the country with a history of
over 5 0 ye a r s . U n s u r p a s s e d q u a l i t y a n d c o n t e m p o r a r y d e s i g n i n g a r e t h e
h a l l m a r k s o f a l l E h s a n chappal Store brands.
A large family-owned chain of ladies footwear and accessories retail outlets. For latest in ladies
footwear is their slogan. The Company is involved in imports of raw materials, shoes and bags,
manufacturing, retailing, wholesale, and exports. Imports and exports are relatively
new vistas and now the management is paying much attention to improve both.
For this, new contacts are being made and visits to potential buyers and suppliers are being
undertaken systematically. All the products are sold under the brand name of ECS. This
brand, its logo, and the name Ehsan Chappal Store are the property of Ehsan Chappal Store
(Pvt.) Ltd

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Ehsan Chappal Store

Hierarchy

The company is managed by

figure 1.6
Mr. Ehsan Rab Siddiqui (Chairman) and his three sons
Mr. ImranSiddiqui (Director),
Mr. Salman Siddiqui (Director)
Mr. UsmanSiddiqui (Director)
Mr. I m r a n ( P r o d u c t i o n a n d P r o c u r e m e n t H e a d )
M r . S a l m a n ( Marketing Head)
Mr. Usman ( Sales Head)
All three directors have a degree in either b u s i n e s s m a n a g e m e n t o r c o m m e r c e .
W i t h t h e h e l p o f w e l l t r a i n e d s t a f f t h e c o m p a n y i s r u n through the principles of
delegation and solidarity.

Ehsan Chappal Store

LOGO
A logo is a symbolic illustration of entire company image just as nations flag
expresses the distinct identity of a country in the same way a logo helps to
establish the name and define the character of an organization
ECS also keeps its way to b e t t e r a n d i m p r o v e d f e a t u r e s i n a l l a s p e c t s .
T h e y h a v e e x p e r i m e n t e d a n d maintained a lot of logos and got
d i f f e r e n t r e s u l t s e v e r y t i m e ; l i k e r e a d a b i l i t y problem, etc. Change of logo also
comes with great financial charges to change that logo on every pad, every show, every
bag, every outlet, etc. However, now ES thinks that they have come-up with a stable brand
logo this time. On the opening of new outlets, special invitation cards, flyers and offers
are sent to thousands of existing customers.
Some logo are here:

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Figure 1.7

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Ehsan Chappal Store

Branches of ECS :
are as follows
Anarkali, Lahore
27 Bano Bazar, Anarkali, LahorePh.042 37314 357-58
Liberty Market, Lahore
23 Commercial Zone, liberty Market,Gulberg, Lahore Ph. 042 35756723-24
Defence Lahore
177 Y Block, DHA LahorePh. 042 35897267-68
Township, Lahore
53 B Peco Road, township, LahorePh. 042 35125621-22
Saddar, Rawalpindi
26 Zarkon plaza, Murree Road, Saddar, Rawalpindi Ph. 051 5111880-81
F 10 Markaz ,Islamabad
Pak plaza, double road, near umer farooq masjid, Islamabad Ph. 051 2215827-28
F7 Markaz, Islamabad
An B centre, 13-v behind PSO pump, Jinnah super market, F7 Markaz Islamabad Ph.
051-2651882-83
Peoples Colony, Faisalabad
336 B, Peoples Colony I,Satyana Road, Ph. 041 8716038-39
Sussan Road, Faisalabad
S-9 (Adj. bank islami) block no. 1,Madina Town, sussan Road Faisalabad Ph.
041-8716058-59
Satellite Town, Gujranwala
755B, Rex Cinema road, Satellite Town Market ,Gujranwala Ph. 055 373072

Everything in the store is segregated according to product type and category, and the customer
can easily walk around the store to see the displayed products in glass racks. One can find
multiple products like bags, accessories and shoes all under one roof. - See more at:
http://www.pakreviews.com/ecs-%E2%80%93-ehsan-chappal-store-0#sthash.3CYPXXSg.dpuf

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CH # 02

Introduction to the products:

Ehsan Chappal Store is famous women footwear brand in Pakistan. It is known by its
abbreviation as ECS in the country. Other than shoes ECS is also dealing in women bags and
other accessories and for each category, they have launched a separate brand. fif

figure 2.1

Product range :
Product Range ECS believes in providing real value for each penny their customer pay. There
are multiple product lines that they manufacture under their flagship store ECS like ECS shoes
for women and girls, E-circles for young girls and kids, Elements that deal with handmade shoes
and finally effects that deal in accessories like wallets. ECS Shoes has three categories of shoes
namely casual, party and formal. There is the huge variety available within each category, the
casuals are available in flats as well as heels, and same goes for part wear. The party wears, and
formal wear bit expensive while the casuals are quite affordable. One can find diversity in colors
other then the neutrals and basic tones. Effects is another brand of ECS.

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BRANDS
EFFECTS:
Effects is another brand of ECS. This brand is focused on making contemporary yet ethnic
wallets, hand bags and shoulder bags to complete the attire of the buyers.

figure 2.2

E-CIRCLE:
E-Circles is focused on young girls. The focus of this product range is on girls who are between
the ages of three to thirteen years. As these are designed for girls, they are the beautiful yet bit
sturdy so that kids can move around. Most of the range has flat shoes in it; however, you can find
some shoes with short heels as well.

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figure 2.3

ELEMENTS:
Elements is the range of the ECS that sells those shoes which are true models of craftsmanship,
the materials used are traditional. These shoes are specifically designed for people who like to
wear cultural things. As they are mostly handmade shoes, they are bit expensive but not out of
range.

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Figure 2.4

XSECS:
It is the most popular rewards program in retail industry. Your membership allows u
to take advantage of the Best in-house deals for all brands of Ehsan Chappal Store (Pvt) Ltd.

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CH # 03

WHAT U CAN HAVE HERE? Want chappal, flat sandals, peep toes, stilettos, wedges and
sandals from Lahore? ECS is a hub of every kind of footware u want whether for casual or
formal occasion. The above mentioned Ecs flagship brand mainly deals with their trademark
chappal, flat sandals, peep toes, stilettos, wedges and sandals with 2 max heals. When we talk
about high heels and fancy or should I say bridal collection, have the brand Elements. It has
awesome high heels bridal wear as well as party wear. Children wear of all kinds also available.

figure 3.1

DETAIL OF STORES:

Head Office:
Address: 6-A, Main Gulberg, Jail Road, Lahore. Landmarks: Jail Road, Main Gulberg City:
Lahore

Phone +92-42-37537546, 37537547, 37537548, 37537549 Fax +92-42-37537550

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Flagship Store :
Address: 23 Commercial Zone, Liberty Market, Gulberg III, Lahore. Landmarks: Liberty
Market City: Lahore

Phone +92-42-35756723, 35756724

OUTLETS IN LAHORE:
27 Bano Bazar, Anarkali, Lahore. Landmarks: Bano Bazar City: Lahore
Phone +92-42-37314357, 37314358

Outlets Address: 177 Y Block, DHA, Lahore. Landmarks: DHA Lahore, Y Block City:
Lahore
Phone +92-42-35897267, 35897268

OUTLET IN FAISLABAD:
Outlets Address: 336 b, Peoples Colony I, Satyana Road, Faisalabad. Landmarks: Peoples
Colony, Satyana Road City: Faisalabad
Phone +92-41-8716038, 8716039

OUTLET IN ISLAMABAD:
Outlets Address: Park Plaza, F-10 Markaz, Islamabad. Landmarks: F-10 Markaz, Farooq
Masjid City: Islamabad
Phone +92-51-2215827, 2215828
Outlets Address: AnB Centre, Jinnah Super Market, F-7 Markaz, Islamabad. Landmarks: F-7
Markaz, Jinnah Super Market City: Islamabad
Phone +92-51-2651882, 2651883

OUTLET IN MULTAN:
Outlets Address: 1-A, Opp. Mall Plaza, Mall Road, Multan Cantt. Landmarks: Mall Plaza,
Multan Cantt City: Multan

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Phone +92-61-4504311, 4504322

OUTLET IN PESHAWAR:
Outlets Address: Opp. Hotel grand, University Road, Peshawar. Landmarks: University Road
Peshawar City: Peshawar
Phone +92-91-5851737, 5851738, 5851739

OUTLET IN RAWALPINDI:
Outlets Address: 26 Zarkoon Plaza, Murree Road, Saddar, Rawalpindi. Landmarks: Murree
Road, Zarkoon Plaza City: Rawalpindi
Phone +92-51-5111880, 5111881

OUTLET IN GUJRANWALA:
Outlets Address: 775 B, Rex Cinema Road, Satellite Town Market, Gujrawala. Landmarks:
Rex Cinema Road City: Gujranwala
Phone +92-55-3730721

OUTLET IN SIALKOT:
Outlets Address: Shop No. 96, Aziz Shaheed Road, Opp. Ghulam Qadir Plaza, Sialkot Cantt.
Landmarks: Aziz Shaheed Road, Ghulam Qadir Plaza City: Sialkot
Phone +92-52-4271488, 4271489

OUTLET IN GUJRAT:
Outlets Address: B-1/166, Katchery Road, Gujrat. Landmarks: Katchery Road City: Gujrat
Phone +92-53-3511003, 3511005

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CH # 04

Performing the SWOT Analysis

If a clear objective has been identified, SWOT analysis can be used to help
in the pursuit of that objective. In this case, SWOT is:

Strengths: Attributes of the organization that is helpful to achieving the

objective.
Weaknesses: Attributes of the organization those are harmful to achieving
the objective.
Opportunities: External conditions those are helpful to achieving the
objective.
Threats: External conditions those are harmful to achieving the objective.

Strengths Weaknesses

SWOT

Opportunities Threats
Figure 4.1

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Examples

Strengths and Weaknesses:

Resources: financial, intellectual, location

Customer service
Efficiency
Competitive advantages
Infrastructure
Quality
Staff
Management
Price

Opportunities and Threats:

Political/Legal
Economic condition
Expectations of stakeholders
Technology
Public expectations
Competitors and competitive actions

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Ehsan Chappal Store

SWOT Analysis

S
Strengths

W
Weakness

Figure 4.2 O
Opportunities

T
Threats

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Strengths:

Figure 4.3

ECS Brand-Image in the eyes of customers, it is top of all brands present in the
market. When questioned that what brand comes to your mind when it comes to buy shoes;
majority of them replied, ECS.

Excellent Range in Product Lines a well-structured product line and range.

Quality Products
Promotional Offers - XS ECS this is playing a vital role in their business
these days. As t h e r e i s n o m e m b e r s h i p f e e a n d e v e r y o n e i s i n v i t e d t o
j o i n t h i s c i r c l e , m o r e a n d m o r e members are joining this, affecting sales of the
company in quite a positive manner.
Large number of Collaborators there is a considerable big number of collaborators
who are motivating the sales of ECS by one way or another.
Effective Advertising Campaigns campaigns in girls colleges have always brought
fruitful results for the company.
Competitive Pricing:
Motivated Workforce, staff is highly motivated. They are regularly
a p p r a i s e d a n d a r e rewarded often on their performance. They work on
commission base system.
ECS is one of the strongest brand names in Lahore.
Strength of ECS is a quality product with reasonable price
They follow their strategies in accordance with customers mind.
ECS is a clear market leader.
It is easily accessible almost everywhere in the city.
They are following concentration on customers needs and mind along with suitable
price.
ECS does not give franchise or partnership to anyone. They are operating all the
branches by themselves.
Strong distribution channel

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High market share

Customer Retention
Weaknesses:

Figure 4.4

High cost of production

Limited distribution network
No participation in social development
.Advertisement is weak
Proper Parking is not available on each and every branch
No clearly defined marketing strategy though they are working successfully in the
market but still there is any clearly defined or preplanned marketing strategy for ECS.
Lesser number of Outlets as compared to its main competitor Stylo, they
are operating through lesser number of outlets.
Lack of managerial staff
Opportunities:

Figure 4.5

Increasing population

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Increasing per capita income

Increase in demand of FMCG
Health consciousness
Technological progress
Changing lifestyle
Increased demand in rural industry
Introducing new taste ranges
New developing Local societies & Cities
Internationally-held Fashion Shows ECS has participated in few
internationally-held fashion shows and have gained honor in them. The
company got many orders from these show.
Launch of the Chronicles, this shoe-catalog would be a totally different idea in the
countrys market in this business. Therefore after thoughtful planning, launch of it could
bring fruits for the company.
Economic Environment steady and encouraging rate of inflation in the country,
population g r o w t h t r e n d i n u r b a n a r e a s a n d i n c r e a s e i n p e r c a p i t a
i n c o m e ; b r i n g s m o r e a n d m o r e customers in the ECSs segment, this of course
is good for the company.
More segments can be targeted
Exports can be made
By increasing advertisement and creating awareness sales will increase
Threats:

Figure 4.6

Situation not up to mark

Political ups and downs
Increase in foreign imports of beverages
Rising Inflation

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Strong campaigns from competitors

This product is seasonal Law and order
Main competitors are international giants of industry
Emergence of Cheap China Products, this could be a threat to ECS, since
China is well-known for its similar but low priced products worldwide.
Therefore if it enters the market,customers of ECS could switch towards it.
Stylos innovative marketing and promotional activities

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CH # 05

Political Factors
Economic Factors
Social Factors
Technological Factors

Political Economic

PEST

Social Technological

Figure 5.1

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Political factors:

Figure 5.2
The political arena affects the industries of any country. If the political
environment is stablethen it is beneficial for any industry because stable political environment
follows the regularityo f t h e p o l i c i e s f o r a n y i n d u s t r y. U n f o r t u n a t e l y i n
Pakistan, political environment was notsustainable which causes a bad
effect on almost all the industries. ECS has established a r e p u t a b l e
image in the eyes of the country and government, so they do
n o t f a c e a n y special political pressures.Government of Pakistan exempted specia l
taxes of 10% - 15% on leather shoes imported thatwas a promoting action for shoes
industry in preceding years. Raw materials used in ECS shoesare mostly leather, artificial
leather, synthetic, and textile canvas, PVC, Hawaiiand EVA. Theimport duty on all
these raw materials is 15 %. There are some environmental issues regarding shoes
industry that is ban on import of raw material toluene. The chemical toluene is addictive.Due to

this reason, the sticking chemicals like Lee -tax, Diamond and MEK are mostly
beingimported and if it is manufactured in Pakistan, then toluene is smuggled.WTO affects this
industry too much. WTO has opened trade with china which has also affectedthis industry
negatively. China penetrates not in Pakistani shoes market but all over t he worlddue
to low manufacturing cost. Investors in shoe manufacturing are afraid due to these types
of agreements to invest in shoes industry. We can promote shoes industry if Government
imposestrade restriction on imports of shoes from china.

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Economic Factors:

Figure 5.3

Most considerable point for any industry is the economic condition of the country. If a country
iseconomically strong then there are chances of growth in each sector. Pakistan is a
developingcountry and progressing continuously. The economic condition is much better now
as compare tothe previous years. In the past foreign companies were afraid to invest
in Pakistan but now thes i t u a t i o n i s t o t a l l y c h a n g e . E c o n o m i c e n v i r o n m e n t
tend to change according to government policies and regulation. There is
n o s u c h s t r o n g e f f e c t o f e c o n o m i c e n v i r o n m e n t o n E C S considering the fact that
government is incapable to impose stabilization in Pakistan.

Social Factors:

Figure 5.4
Social trends and the demographics are the key elements that are taken in
consideration to do business in any country. Each country has different culture and trend
basing on their norms and values. In Fashion Shoes industry trends are changing day by day
rapidly and if you dont keep up your pace with this rapid transition you will lack
behind. Now a days people are becoming more stylish, fashion oriented and status
conscious so they prefer and demand for shoes which fulfill their personality needs.
People today want good quality products in return of the money that they spend.
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People like to socialize. As imported and internationally renowned brands

areassumed to be prestige to use, people are more likely to go for some best known products.
ladies fashion shoe industry, there is an increased trend of females to buy shoes that
matchestheir outfits. Some years back, very neutral colors like black, brown, white and fawn
were usedfor ladies shoes and were considered as a match for outfits of all colors.But this trend
is by gone now and ladies are more prone to buy matching shoes. Because of thisdemand from
the ladies, almost all firms are manufacturing shoes of a11 variety of colors. Now,shoes are
being manufactured in various shades of one color like different shades of blue, green, pink and
other colors are easily found. Another increased trend is of providing shoes accordingto various
occasions like valentines, basant; weddings etc. for example on valentines, shoes
invarious shades of red are provided and displayed. In the same way, in wedding
season golden,c o p p e r , s i l v e r a n d r e d s a r e p r o v i d e d b e c a u s e o f t h e i r h u g e
d e m a n d . A s w e a t h e r i n P a k i s t a n remains warm in most of countrys region and it
continues approximately 7 to 8 months, so in s u c h w e a t h e r y o u n e e d m o r e
s t y l i s h c h a p p a l s . S t r o n g m e d i a s u p p o r t t o w a r d s b r a n d s i s influencing
people decisions about shoes.

Technological Factors:

Figure 5.5
Technology is the best weapon to win the war of competition in these days. Those
who haveoutdated technology are out of the competition. In shoes industry majority
of companies arem a n u f a c t u r i n g h a n d m a d e s h o e s f o r c o m p e t i t i v e e d g e . I n
P a k i s t a n i s h o e s i n d u s t r y u s a g e o f technology is very low because people prefer to buy
handmade shoes. The budget allocation for research and development in shoe industry of
Pakistan is maximum 5%. Due to low usage of technology in this industry
technological change rate is 0%. A big reason for not involving technology is that in
ladies fashion shoes industry, the designs change rapidly and with this fast pace, machines
cannot be changed. But technology plays a great role in sole cutting and pressing.ECS has
already these types of machines for processing. Machines are used in Pakistan as wellas abroad
for sole cutting and pressing. Earlier sole cutting and pressing was manually done butnow
machines are available on which mass sole cutting and pressing is done. As far as the upperso f

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shoes are concerned, they are embellished and sequenced by labor. ECS
a l s o f o c u s o n technological aspect to make its production fast and accurate.

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CH # o6

Human Resource Management

Human resources:
HR is the set of individuals who make up the workforce of an organization, business sector, or
economy. "Human capital" is sometimes used synonymously with human resources, although
human capital typically refers to a more narrow view (i.e., the knowledge the individuals
embody and can contribute to an organization). Likewise, other terms sometimes used include
"manpower", "talent", "labor", or simply "people".

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Figure 6.1

HR Management System:

Figure 6.2

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Ehsan Chappal Store

Policies for ECS

Since ECS is not a large organization like corporate company but it still keeps in view the
importance of HR. ECS manages the human resource of the organization that is responsible to
systematically reviewing human resource requirements to ensure that required number of
employees, with the required skills is available when needed. They prefer the internal employees
for the recruitment over the external recruitment and aforecast for the supply of HR within the
organization.

They use skills inventory for middle management and they use replacement charts for operational
level employees

Functions of HR department:

Recruitment
Selection
Retention
Firing
1. Recruitment:

Figure 6.3

ECS is a traditional organization and it has got very inflexible culture and it does not believe in
outsourcing its recruitment process. Moreover it does not use either the electronic
media or the print media advertise its vacancies. However exceptions and they sometimes
recruit peoples from educational institutions and other experienced places. And
exceptionally they use university recruiting as for their external recruitment. They are following the
internal recruitment method and for this purpose they do job posting

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2. Selection:

Figure 6.4
They select people on the basis of their qualification and skills in order to meet the
outcome of goals. They also strictly follow the EEO. Steps involved in selection process are:

Receiving the CVs

They only accept in person CVs, they do not entertain e-mails or via post CVs.

Background investigations
Like every other organization ECS also wishes to ensure that it hires respectable and reputable employees for
this reason it investigates the past record of each and every employee before the final selection.
3. Retention:

figure 6.5

For retaining the employees they have introduced certain bonuses and incentives. Such that they have
provided some employee cards and their issues are resolved as soon they incurred.

4.Retrenchment (Firing):

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Figure 6.6

As we know that ECS is an emerging firm around us and they hire the person who have the skills and ability
to do work for a long time .They mainly fire people on the serious reach of agreement,
misconduct, punctuality and upon not achieving their given targets and once the management
has decided to fire a person they give one month prior notice to the respective employee
and once the employee is fired can never be hired again.

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CH # 07

Ehsan Chappal Store

1. Stylo:

Stylo Shoes is one of the biggest and renowned female footwear brand in Pakistans fashion
industry that delivers embroidered sandals, flat shoes, high heels.

Figure 7.1

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Top ten best Pakistan shoes brands of 2014 include Stylo Shoes in one first-born ladies shoes and
footwear brand of the Pakistan. This brand established in year 1974. Currently the stylo shoes is
largest female footwear brand with 89 outlets across Pakistan. Stylo Shoes is also dealing in the
ladies shoes, the kids shoes and also the leather bags and the accessories. Bridal formal high
heal sandals, the casual ladies shoes and also fancy chappals are known to be stylos famous
products. So, this brand is the biggest competitor of ECS SHOES in market.

2. Metro shoes:

Matro shoes also has a big name in the fashion industry related to shoes. With the brand
expanding with time, new branches in various cities are being inaugurated to add ease to the life
of those who want quality and fashion at one place.

Figure 7.2

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Top ten best Pakistan shoes brand of 2014 include Metro Shoes. Metro Shoes is known as a
leading international shoes brand in the Pakistan. The brand quicklu just capture the high
market share by just offering combination of the domestic and also the international fashionable
ladies shoes in sandals: the High Heal Sandal, the Bridal Shoes, the Fancy Footwear, an the
Casual Comfort Chappals,this is also a big competitor of ECS SHOE.

3. Servis:

Servis brand is one of well-known brand in Pakistan. Serves brand

has been working in Pakistan since 50. Servis provides quality reliable branded shoes to its
customers. Servis products demand is not only in Pakistan. More than 400 stores are in Pakistan
in the different cities like Karachi ,Lahore ,Islamabad , Rawalpindi, Multan ,Quetta etc. When
you select the shoes, remember to keep two things in mind first is style and the second is comfort
of the shoes. Their products completely satisfy the both things, which is also mentioned in t
slogan Feel Good. Servis branded not only focus on the style but also comfort. Comforts is the
beauty of the their product. Girls Shoes are available in different glamorous colors with, amazing
designs, Servis shoes has 7 further sub brands that are Cheeta, Don Carlos, Calza Soul
Collections ,Liza, Snooz,and Toz.

Figure 7.3

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Servis is known as a famous brand in sports footwear but brand has made success in the ladies
formal and also the fashionable footwear as well. It is one of leading shoes brand in the Pakistan
offering wide range of the ladies footwear.

4. Bata:

Bata is another reliable name among different

established shoes brands. Their products are available in all over the Pakistan easily within
reasonable price everyone can easily offord. They launch summer and winter collecting of
footwear. Provide the unique and in different variety such as Short boots ,ankle boots, flats and
low heels in beautiful attractive colors. You can easily exchange or even refunded in case of any
defects or flaws. Their stores are also available in different cities like Karachi, Lahore,
Islamabad, Rawalpindi, Multan, Quetta etc

Figure 7.4
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5. Borjan:

One of the popular and oldest brand of the shoes products is Borjan in Pakistan.Borjan is
serving their customers since last l sixteen years. Girls simply prefer to wear Borjan
footwear products because they are available it fashionable stylish designs. Most of the girls
want their footwear matching with the dress colors so borjan provides their products in eye
catching colors.Bojan has almost 74 outlets in Pakistan in different cities.

Figure 7.5

Borjan established stylish and also gorgeous trends of the seasonal range of the ladies
fashionable and also the comfort footwear. Borjans bridal and also the fancy ladies shoes and
the high heal sandals have just really impacted the market.

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6. Marie Claire:

figure 7.6

Marie Claire is trade mark and selling modish shoes over long periods of time and is available at
various retail outlets in all leading cities of the country, the brand now manages to get quite a
handsome number of customers.

Figure 7.7

Aim of Marie Claire is to give Confident Femininity to the women. No matter if you are
house wife, working women or you are about to go to some party or wedding functions Marie
Claires fun and stylish shoe collection is always their to boost your personality. Marie Claire
shoes are mainly distributed in Pakistan, Malaysia, Italy, Singapor/

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7. Aerosoft Shoes:

Top ten best Pakistani shoes brands of 2014 include Aerosoft Shoes. Aerosoft is known as a
famous brand in the comfort footwear. The brand is also famous all over this world just because
of somewhat delivering the comfort shoes. Aerosoft has huge variety of the casual wear shoe
collection.

Figure 7.8

8. Console Shoes:

Another quality of the footwear and the ladies shoes brand committed to the quality and the
style. Console is known as an international footwear brand and also rapidly targeting the ladies
footwear and also the high end fashionable ladies shoes market segment in the Pakistan.

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Figure 7.9

9. Insignia Shoes:

Insignia is known as an emerging ladies shoes brand of the Pakistan. The brand is also most
promising in the luxury ladies shoes brand. Insignia is name of the high end footwears fashion.
Insignias bridal shoes and also the high heal sandals are getting somewhat famous due to the
quality material and also the fancy work of the ornaments and the accessories.

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Figure 7.10

Insignias product offering is developed considering the high street lifestyle. Therefore the
brand offers shoes for multiple occasions including shoes to be worn at parties, office as well as
day to day casual wear. They are offering 100% imported shoes and bags meeting international
quality standards. 90% of shoe portfolio is made from pure halal leather.

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10.Regal Shoes:

Regal Shoes is famous due to creative designs in formal and casual ladies shoes/footwear. It is
first designer footwear brand delivering total customer satisfaction through innovation and
quality. Regal Shoes has a wide array of products including ladies shoes, formal ladies fancy
shoes, sandals and slippers.

Figure 7.11
Regal Shoes is an one of the most demanding and leading fashion shoes brand of Pakistan . This
shoes brand is new emerging and fast growing brand of Pakistan ,Actually, Regal is an fashion
destination that want to build its career in 2011 so within just two years this brand got huge
fame. Regal Shoes has lunched their seasonal and occasional collections for both genders. But
Regal mostly designed shoes for women with trendy styles. Regal always offers casual wear as

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well as bridla wear dresses for the women. Rather than the shoes this brand also offers
handbags abd other accessories too . Regals main aim is to caters the attention of youngesters
and provide them high quality products.

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CH # 08

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or
product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place

1-Product:

Figure 8.1

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ECS products include all sort of ladies footwear. Sandals, slippers, heels, thongs,
flip-flops, moccasins, dress shoes, bridals and now also kids shoes and ladies purses. Most of
the shoes are made in their local factory by their own skilled craftsmen. The rest are
either sourced from Karachi or imported from Thailand. In addition to shoes they now
proudly display an extensive range of ladies handbags and shoulder bags. They sell their

exclusive designers footwear under the following brands:

Ehsan Chappal Store

ECS elementsChildren shoes brand

e-CirclesLadies handbags under the brand

ECS effects
Still there is chance of more brands to come.
2-Place Distribution Channels:

figure 8.2

The first outlet was opened in the then newly-constructed Bano Bazaar in
L a h o r e s f a m o u s market Anarkali in 1953. The idea was to give the customers
good value for money. Soon it b e c a m e f a m o u s f o r i t s w i d e r a n g e o f
c o m f o r t a b l e a n d d u r a b l e l a d i e s c h a p p a l s ( s a n d a l s a n d slippers). The success
followed slowly but surely.
In a few years, the name Ehsan Chappal Store(ECS) became a synonym for fairly-priced
comfortable and durable ladies sandals. Not onlychappals but every kind of ladies
footwear is on its display.
For over five decades, it has been a bustling place ever-crowded with the ladies of Lahore trying
to find the best match for their feet from a wide range of designs. In 1997 a new branch
was opened in Liberty Market, Gulberg to cater the needs of the growing city of
Lahore. Liberty Market is now the largest and most posh market in the city and Ehsan
Chappal Store was an instant success there .Afterwards ECS entered the markets of Y -
Block Defence, Peco Road Township and the Mall Road Lahore. An extraordinary
branch was opened in 2001 in Defense. It is a four story stand -alone building,
unrivalled by any other shoe store in the entire country. This store is a milestone in the

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retailing history of Pakistan. This fact has been acknowledged by both the shoe
industry gurus and the national newspapers. And then it turned its focus on to the national
market. In 2001 ECS opened its biggest outlet in Rawalpindi, and shortly after that, it entered the
markets o f I s l a m a b a d . I t s s u c c e s s d i d n o t s l o w d o w n t h e r e . I t o p e n e d i t s
o u t l e t s i n F a i s a l a b a d a n d Gujranwala in 2003 and the response was same from
everywhere; magnificent success. Right now, the management of ECS is planning to
expand the business in many other cities and into the international market as well. The
business was incorporated in the year 2000.Below are the branches of ECS and the reason
for selecting these places depend upon target market instant access:

Anarkali, Lahore
27 Bano Bazar, Anarkali, LahorePh.042 37314 357-58
Liberty Market, Lahore
23 Commercial Zone, liberty Market ,Gulberg, Lahore Ph. 042 35756723-24
Defence Lahore
Ehsan Chappal Store177 Y Block, DHA Lahore Ph. 042 35897267-68
Township, Lahore
53 B Peco Road, township, Lahore Ph. 042 35125621-22
Saddar, Rawalpindi
26 Zarkon plaza, Murree Road, Saddar, Rawalpindi Ph. 051 5111880-81
F 10 Markaz,Islamabad
Pak plaza, double road, near umer farooq masjid, Islamabad Ph. 051 2215827-28
F7 Markaz, Islamabad
AnB centre, 13-v behind PSO pump, Jinnah super market, F7 Markaz Islamabad .Ph. 051-2651882-83
Peoples Colony, Faisalabad
336 B, Peoples Colony I, Satyana Road, Ph. 041 8716038-39
Sussan Road, Faisalabad
s-9(Adj. bank islami) block no. 1,Madina Town, sussan Road Faisalabad Ph. 041-8716058-59
Satellite Town, Gujranwala

755B, Rex Cinema road, Satellite Town Market,Gujra

3-Price:

Figure 8.3

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Amir Mehmood, ECS manager told in his interview that ECS being confident of its
strategiesa n d i t s p r o d u c t d o n o t f a l l i n t o

competitive pricing
.
N o d o u b t E C S k e e p o n a n n o u n c i n g different discount and cuts in prices to attract
more customers. But it sets price level using cost as bases. Price = cost + margin. Different
types of price cuts that are offered to members of ECS are discussed in promotion activities.

4-Promotion:

Figure 8.4
ECS has always spent vigorously in such campaigns. They have designed their own
transport trucks with very attractive banners of their brand to
s e r v e a s a n advertising agent. In girls colleges, they advertise a lot by pasting
permanent stickers of their logos and colors on the benches and roofs. Furthermore, they also
hold stalls in girls colleges of their latest shoe variety to promote their products
into he population.
They also promote ECS through different activities in Kinnaird College and Home
Economics College. They advertise in fashion magazines as well, like FAQ, etc. They get a
good response from many fashion institutes who see this brand in fashion magazines.
Over the period of time, they have changed their logo so many times. Just like Pepsi Co., who in
1996 spent USD500 million just to change the color of its logo. This was for education.
Coke would never reach its stage right now if th y were not educating the customer
about their product. Pepsi Co., were willing to spent that huge sum just to ensure
that their customer was not swept away by Coca-Cola, where the latter was hosting the
Olympics Games at the home-town of Coke in Atlanta, Georgia, USA.
The mass logo color change by Pepsi is a way of educating the customer that Pepsi is still around
and was not out of sight. In the same way, ECS also keeps its way to b e t t e r a n d
improved features in all aspects. They have experime nted and
maintained a lot of logos and got different results every time; like read
a b i l i t y problem, etc. Change of logo also comes with great financial charges to change that
logo on every pad, every show, every bag, every outlet, etc. However, now ECS
thinks that they have come-up with a stable brand logo this time. On the opening of new
outlets, special invitation cards, flyers and offers are sent to thousands of existing
customers.

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Advertisement:

Figure 8.5

ECS offers membership card which is made free-of-cost to any customer. It has been ranked as
the most popular rewards programming the retail industry. XSECS card allows its customers to
take advantage of the best in-house deals for ECS at all of its outlets. The benefits of being a
cardholder continuously keep on coming your way. ECS has and is providing its customers with
gift and discount certificates of their affiliate businesses in different cities. These
Vouchers can be picked from any of ECS outlets upon the presentation of your
XSECS card at the counter. It is the rewarding experience that the company evolved for its
customers - as their valued customer; after all, the company has been satisfying its customers
needs above any known standard for the past fifty years. XSECS rewards progr am was
created as way for ECS to bring extra (excess) value to their very best customers. In their
eyes, its a way of saying thank you for using the card and shopping at ECS.
The XSECS customers get many benefits including; early invitations to sales just
for their registered customers, exclusive promotions such as discount vouchers,
news and promotions from your favorite shoe and accessory store, big savings on
all products and services of our affiliates, valuable gifts, etc. Currently, ECS has around
25,000+ XSECS members in total, who are enjoying its unlimited benefits. It works like this
for instance, if you are a XSECS member, and shop at NIRALA sweets for Rs. 500and at the
same time shop at ECS for shopping of worth Rs. 1000, you get a free gift of worth Rs.
500. Members also get amazing discounts at various places, such as, at dupilex
beauty clinic, XSECS members get 15% discount, at New look they get 20% discount,
ataroshi embroidered classics, they get 10% discount, at Jam in Java, members get a free tea or
an ice-cream or simply a discount on their products.
A lady using Mobilink Jazz Ladies First Package also gets 5% discount and a free
dust bag on every shop. Furthermore, members also get 10% discount on every shop exceeding
Rs. 3000 or if the customers accumulate receipts of worth Rs. 3000. A sample XSECS

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card is attached at the end. This was much about the functioning of XSCES.Q-Mart in
Sargodha and The Shoe Plane tin Lahore and Karachi are also in the list of collaborator
of ECS. Shoe Planet is the flag ship, m e g a s t o r e o f S e r v e s , o n e o f
Pakistan's leading footwear manufacturing and marketing
organizations. It is a new concept that offers an exciting range of the world's best brands - Nike,
CAT, Puma, Clarks, Diesel and many more, under one roof. They have successfully maintained
stock of ECS at their displays and the demand for more stock is always recorded increased.
Some fashion magazines also, like FAQ, they also collaborate with ECS; they offer ECS free
advertising in their mass selling fashion magazine, free-of-cost, on the condition if
they provide them with pretty shoes and sandals for their super-models. T h i s h a s a l s o b e e n
p r o v e d a g o o d w a y o f a d v e r t i s i n g . T h e i m p a c t o f a l l t h e s e collaborators has
always been recorded very positive.

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CH # 09

PROBLEMS:

figure 9.1

Lack of efficient staff.

No participative management.
Lack of co-ordination between departments
Employees are not satisfied with salary package.
International pressure groups.
No proper planning for advertisement
No marketing intelligence scheme
No monitoring of sales representatives
No plans to promote company.

National pressure groups

And there are also some other political and legal problems which the
company is facing. The company is facing the above mentioned problems but company is trying
its best to overcome these problems by adopting different strategies and making plans.

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SUGGESTION:

Figure 9.2

The company is facing some problems. There are some suggestions to solve these
problems. By following these suggestions and recommendations company can overcome these
problems, can be strong, can expand its business and can earn more profits.

These are some suggestions :

The organization is short term oriented and therefore, long term strategies should be
adopted.
Promotional strategies should be made aggressive.
The organization can build its morale by selecting the educated employees. Because it is
the smart management that makes the difference in severe competitive environment.
They should cooperate with researcher especially students.
Must select the young, energetic and qualified employees for management.
Salaries package should be made attractive as it is the ultimate motivational force.
They can have an easy access to their agents as well as the customer.
They should hire skilled people or workers by offering them promotional facilities,
different incentives and should provide the proper office where they can work
comfortably.
As far as the laws and regulation of the government are concern they should have the
strong forecasting system where they can know well about some of the future
happening and should manage their manufacturing and production system.

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ECS a well known shoes brand. ECS has strong organizational culture. Management of ECS has
framed many rules and regulations for proper operation of different departments and utilizing its
human resource effectively but lack of formal planning is the major problems faced by ECS hence
there is a need to synchronize different departmental activities by developing efficient informational
system and following the recommendations afore mentioned.

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They should cooperate with researcher especially students.

Must select the young, energetic and qualified employees for management.
Salaries package should be made attractive as it is the ultimate motivational force.
For the elimination of the distribution problem they should have the proper
transportation system and should build some distribution channel so that they can have
an easy access to their agents as well as the customer.
They should hire the skilled software experts so that they can manage the proper
information system.
Shift helps create value for the product.
Emphasizing on the benefit that the product can provide through regular usage.
Greater perceived customer value, the greater the price a customer is willing to pay.
They should the sustainable in the long run.
They should maintain label and theme colorsof thie product.
Product and product lines donot need to be changed.
Their shouldfollow the Fashion Industry and design their product.
They should biodegradable to further enforce its natural image.

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APPENDIX
A

ORGANIZATIONAL STRUCTURE

ECSs principles

ECSs Values

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A manager creates conditions for his people to achieve results

The trend of centralization.

Communication between other departments.
Friendly environment.
About 400 employees.

ECSs PRINCIPLES
We show respect for all individuals.
We are intentionally focused on our work.
Innovation is the main pillar of our success.
We are externally focused.
We seek to be the best.
Mutual interdependence is the way of life.

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ECSs VALUES
Quality:

Best in class.

Friendliness:

Truly sensitive to customers need.

Simplicity:

Making communication.

Honesty:

Provide transparency, openness, fairness.

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APPENDIX

MANAGEMENT
STYLES

Style of Management in ECS Company

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Management styles are also called leadership style which means

the pattern of behavior which a leader adopts in influencing behavior of his followers in the
organizational context. From this angle the leader can be classified as:

Autocratic Leader
Participative Leader
Paternal Leader

MANAGEMENT STYLES IN TOYO GROUP OF INDUSTRIES

In ECS, we observe management is following

Autocratic Style
that is what they feel good, they do it. Decisions always follow down wards. We can say that
there is only downward communication. If the management takes suggestions from their
employees, that is just to realize them what we are listening you

They dont accept the suggestions, which have no importance according to their own point of
view. Mostly this practice is prevailing in marketing department. When new product is
developed, when price decision is being taken, or when the targets are being set. Even branch
manager cant participate in the decision making who is in charge of whole the territory .

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APPENDIX

HUMAN RESOURCE
MANAGEMENT
PRACTICES

Introduction

Human Resource Management Function

Human Resource Development

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INTRODUCTION
The utilization of a firms human resources to achieve organizational objectives.

Human resource management functions;

Five functional areas are associated with effective HRM and these are as follows;

Staffing
Human resource development
Compensation and benefits
Safety and health
Employee and labor relations
Human Resource Development:

A major function that consists not only of T&D also

individual career planning and development activities

and performance appraisal

Human resource development includes:

Training
Career planning
Career development
Organization development
Performance appraisal
Operative employees

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PARTICULARS PAGE NO.

A
Advertisement 48

Aerosoft shoes 39

B
Branches of ECS 8

Bata shoes 36

Borjan shoes 37

C
Competitors 33

Console shoes 40

D
Distribution channels 45

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E
Economic factors 25

F
Functions of HR department 30

Firing 31

H
History 3

Hierarchy 6

Human resource management 28

HR management system 29

I
Introduction to ECS 2

Insignia shoes 41

L
Logo 6

M
Mission 4

Metro shoes 34

Marie Claire shoes 38

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Marketing Mix 44

O
Opportunities 20

P
PEST analysis 23

Political factors 24

Product 44

Price 46

Promotion 47

Place 45

Problems 50

R
Recruitment 30

Retrenchment 30

Retention 31

Regal shoes 42

S
Start up 5

SWOT analysis 16

Selection 30

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Strengths 19

Social factors 25

Stylo shoes 34

Service shoes 35

Suggestions 51

T
Threats 21

Technological factors 26

V
Vision 4

W
Weaknesses 20

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A
Authority: The right inherent in a Analysis: Detailed examination of the

managerial position to tell people elements or structure of something

what to do and expect them to do it. typically as a basis for discussion or

interpretation

Advertisement: A notice or

announcement in a public

medium promoting a product,

service, or event or publicizing

a job vacancy.

C
Cost: An amount that has to be

paid or spent to buy or obtain somthing.

Creativity: The ability to combine Credibility: The degree to which

Ideas in a unique way. followers perceive someone as

honest and competent.

Customers: Customers are the per-

sons who consumes or use the orga-

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nizations output.

Decision: A choice between two or Demand: Demand is a power to

more alternatives. purchase a product coupled with

willingness to purchase it.

Differentiation Strategy: A business Demographic: A particular sector of

level strategy in which a company population.

offers unique products that are widely Data: Facts and statistics collected together for

valued by customers. for reference or analyses.

Development: An act of progress or

Growth.

Effectiveness: Ding the right things. Efficiency: Doing the things right.

F
Finance: It is an art of managing mone

Forecast: Predictions of outcomes.

Goal: Desired outcomes of an input.

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I
Innovation: The process of taking a
Information: Processed and anal- new idea andA turning
Intellectual: it into a new
person possessing highly
product.
yzed data. developed intellect.

L
Leader: Someone who can influe- Leadership: A process influencing

nce others and who has managerial a group toward the achievement of

authority. goals.

Management: The process of coo- Manager: Someone who works with

rdinating work activities so that and through other people by coordi-

they are completed efficiently and nating their work activities in order

effectively with and through other to accomplish organizational goals.

people.

Market: Market is an institution or Message: A purpose to be conveyed.

mechanism that brings together the

buyer and sellers of particular goods, Manufacturer: A business engaged in

services or resources. manufacturing some product.

Mission: The basic purpose or task

of an enterprise.

O
Opportunities: Positive trend in Organization: A deliberate arrang-

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external factors. ement of people to accomplish

some specific purpose.

Organizational Culture: A syst- Organizing: The process of deter-

em of shared meaning within an mining what tasks is to be done ,

organization that determines, in who is to do them and how the task

large degree, how employee acts. is to be done.

P
Performance: The end result of Personality: The unique combina-

an activity. tion of physiological traits that

describes a person.

Planning: Defining the organiza- Plans: Documents that outline how

tional goals, establishing an over goals are going to be met including

all strategy for achieving those resource allocation, schedules and

goals. other necessary actions to accomp-

lish the goals.

Policy: A guidelines that establish- Problem: Discrepancy between an

hes parameters for making decision. existing and desired state of affairs.

Productivity: The overall output of Profit: The excess of income over

goods produced divided by the inp- expense.

uts needed to generate that output.

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Project: A onetime only set of acti- Promotion: A change within the

vities that have a definite beginning organization to a higher position

and ending point in time. that has greater responsibilities

and usually requires more technical

skill.

R
Resources: The assets of an organ- Responsibility: The obligation

ization including financial, physical, owed by subordinates to their

human, intangible and cultural. superiors for exercising authority

delegated to them to accomplish

their goals.

Reputation: The belief or opinions that are

General held about someone.

Strengths: Any activities the Sample: A small part or quantity

intended to

organization does well or any show what the whole is like.

unique resources it has.

Supply: Supply is the quantity of Strategy: A plan of action or policy

output brought for sale in the mar- to achieve major or overall aim.

ket at a certain price.

SWOT analysis: An analysis of System: A set interrelated and

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the organization strength, weakness, interdependent parts arranged in a

opportunities and threats manner that produces a unified

whole.

Sales: The exchange of commodity for Services: The action of helping or doing
some-money . thing for others.

Segmentation: A process of division into Survey: To take a general or

comprehensive parts or segments. view of or appraise, as a situation, area
of study.

T
Technology: The sum total of kno- Threats: Negative trends in external

wledge of doing things: it includes environmental factors.

invention, techniques, and the vas Targeting: Select as an object of action or

t store of organized knowledge of attention.

how to do things. .

Values: Basic convictions about

what is right and wrong.

W
Weaknesses: Activities the organ-

ization does not do well or resour-

ces it needs but doe s not possess. .

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http://www.ecsehsan.com/

http://she9.blogspot.com/2014/05/top-10-pakistani-shoes-brands-top-ten.html

http://www.web.pk/2013/top-girls-shoes-brands-in-pakistan/

http://stylehitz.com/ehsan-chappal-house-ecs-designs/

https://www.scribd.com/doc/78729511/ecs-shoes

https://www.scribd.com/doc/40307223/Pakistan-Shoe-Industry

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