Brand management

Submitted to:
Prof. Ahasan umar
Submitted by:
Hafiz Burhan ullah
Sohaib
Batool ijaz
Mian jahanzeb date: 12/1/2013.
History:
Hush Puppies is an international brand of contemporary, formal and casual footwear for men,
women and children. The shoes have been described as "the classic American brushed-suede
shoes with the lightweight crepe sole". A division of Wolverine Worldwide, Hush Puppies is
headquartered in Rockford, Michigan. Wolverine markets or licenses the Hush Puppies name for
footwear in over 120 countries throughout the world. In addition, the Hush Puppies name is
licensed for non-footwear fashion categories, including clothing, eyewear and plush toys. Hush
Puppies uses a Basset Hound as its logo.
Initial phase of branding:
The Hush Puppies brand was founded in 1958
following extensive work by Wolverine to develop a
practical method of pigskin tanning for the US military.
(Pigskin is considered one of the most durable leathers
and the government was interested in its use in gloves
and other protective materials for soldiers.) Chairman
Victor Krause developed the concept of a "casual"
pigskin shoe to appeal to the then-growing post-war
suburbia in the United States. The brand became
instantly recognizable as a leisure casual staple of late
1950s and 1960s American life.

The Hush Puppies name and mascot were coined by the

brand's first sales manager, James Gaylord Muir.
Initially, the company's advertising agency
recommended naming the product "Lasers". Then, on a
selling trip to the southeastern United States, Muir
dined with one of his regional salesmen and the meal
included hush puppies, traditional fried southern
cornballs. When Muir asked about the origin of the name, he was told that farmers threw hush
puppies at the hounds to "quiet their barking dogs." Muir saw a connection to his new product.
"Barking dogs" in the vernacular of the day was an idiom for sore feet. Muir surmised his new
shoes were so comfortable that they could "quiet barking dogs."

Hush Puppies claimed their rubber soles saved the life of Rolling Stones guitarist Keith Richards
when he accidentally touched his guitar against an ungrounded microphone at a 1965 concert in
Sacramento, California. Richards was knocked unconscious, but medics believed that the crepe-
soled Hush Puppies shoes he was wearing insulated him and saved his life.

According to The Tipping Point by journalist Malcolm Gladwell, in 1994 when sales of Hush
Puppies were down to 30,000 pairs a year, and Wolverine was considering phasing out the brand,
Hush Puppies suddenly became "hip" in the clubs and bars of downtown Manhattan where
young people were "buying them up" at small shoe stores. In the fall of 1995, fashion designers
John Bartlett, Anna Sui, and Joel Fitzpatrick began featuring them in their collections.
Depending on word of mouth, Wolverine sold 430,000 pairs of the shoes, and four times that the
following year. Hush Puppies won the prize for best accessory at the Council of Fashion
Designers awards dinner in 1996.

Wolverine company history details this as (from 1994): 'Taking a cue from fashion designer John
Bartlett, newly hired designer Maggie Mercado revived 1950s-era styles such as the "Wayne"
(née Duke) oxford and "Earl" slip-on, offering the waterproof suede shoes in a rainbow of new
colors such as Pepto-Bismol pink and Day-Glo green. Both Bartlett and designer Anna Sui
featured the shoes in their 1995 collections. Hush Puppies soon began to turn up on the famous
feet of stars such as Jim Carrey, Sharon Stone, David Bowie, Tom Hanks, and Sylvester
Stallone. Hush Puppies also benefited from the trend toward dressing-down at work, filling the
fashion gap between tennis shoes and dress shoes. Wolverine sent videotapes with tips for casual
dressing at work to 200 businesses throughout the United States. In the ultimate retro coup, the
company revived the "We invented casual" tagline that had launched Hush Puppies in 1958. By
1995, tony stores such as Barneys in New York and Pleasure Swell in California struggled to
keep the shoes in stock.' In providing evidence of the sales increase being due to internal
changes, this source continues: 'In 1996 Bloom was rewarded for his remarkable turnaround
achievement by being named chairman.

Further evidence for internal changes being the major factor for sales improvement comes from
Jeffrey L. Lewis, Director of Marketing 1992-1996 and Vice President/Director of Marketing
1996-2001 in his professional history which includes '60% increase in Hush Puppies domestic
footwear sales 1992-1997', 'Doubled Hush Puppies worldwide pairs 1992-1997' and (1996-2001
section) '2000% increase in suede footwear sales with a halo effect that strengthened entire line'
as well as considerable other details supporting concerted and sustained sales and marketing
changes.

Wolverine company public reports for early 1994 detail vastly improved sales with 'Net earnings
for the 16 weeks ended January 1, 1994 increased to $7.7 million, or $1.08 per share, compared
to a loss of $571,000, or $0.08 per share, for the respective quarter of 1992.' And go on to
mention Hush Puppies' contribution with 'This Hush Puppies Division reported significantly
higher earnings' and 'The repositioning of our Hush Puppies brand and maximizing the
continuing growth of our Wolverine Work and Outdoor Group will continue to lead the
Company's earnings growth during 1994' and 'The turnaround is behind us.

Hush Puppies Pakistan:

Firhaj Footwear (Pvt.) Ltd has the exclusive manufacturing
license of Hush Puppies International USA and the
distribution license of Cater Pillar in Pakistan.
We have introduced these world renowned brands in Pakistan
and also have our own chain of retain outlets throughout
Pakistan, The best located and most successful, The growth
rate of Hush Puppies shoes in Pakistan has been recognized
and appreciated by Hush Puppies USA at it has the second
largest growth rate in the world. Plant is very well equipped to
be compared with international franchises. The Unit is
equipped with the most advanced and modern 24 station
polyurethane sole injection machine, Thus we have in house sole manufacturing facility which
includes PU as well as TPR out soles. The company has the honor being the first company to
have this machine in Pakistan. Hush Puppies is one of the world’s top brands in casual and
comfort footwear offering tremendous value to customers through great prices due to local
production. Hush Puppies has been around with us for while at Shoe Planet, we have only
recently entered an agreement with them according to which we will be their primary large-scale
retail partner in Pakistan.

The customers are assets. The list of satisfied customers include

 Hush Puppies, UK
 Duns Store, UK
 Port Side, Portugal
 Jeep, Sweden
 5th Avenue, Singapore
 Quelle, Germany

Mission/Vision:
To Excite Consumers Around the World with Footwear and Apparel that Bring Style to
Purpose."
“To increase the living standard of all our stakeholders by providing quality products”
Product Range:
Following are the main product range of the Hush Puppies.
1. Shoes
2. Handbags
3. Jackets
4. Belts
5. Wallets
6. Accessories
Production Facilities:
Production plant is very well equipped to deal with international franchises. The Unit is equipped
with the most advanced and modern 24 station polyurethane sole injection machines. Production
department fulfills the entire requirement by the ISO 9001. There are very advanced electronic
cutting machines, big exhausted fans, first aid box, fire control equipment, emergency exits,
technological based lasting and sewing machines. There is also good healthy food available for
the labor. Water filter plant is available. Big generators are installed for electricity backup.
Cleanliness and better environment is one of the major rules for the factories.
Organizational Structure:
Size of the firm:
Hush Puppies US present in more than 136 countries across the world.
Hush Puppies Pakistan has 3 main offices. Head office located in City Tower, Lahore. There are
two main offices with factories in Lahore as well.
Factory 1 is located 21, km Ferozpur Road, Lahore and Factory 2 is located 4 km Roinala ,
Lahore.
Number of emplyees are as follows:
Higher management: 10
Management staff: 80
Male labor: 700-800
Female labor: 80-100
There are following departments in footwear production process.
1. Store
2. Cutting
3. Closing
4. Performing
5. Lasting
6. Bottom
7. Finishing & Packing
8. PU
Operations design:
They have divided there operations in an efficient manner for smooth production system and to
provide the best comfortable shoes for their consumers.
Store:
The raw material received from various vendors, which is then issued to the production
departments according to their demand after proper documentation
Cutting:
The leather is cut with cutting knives, which are specially designed for the cutting of leather.
Care is taken to minimize the wastage. There is several Italian cutting processes in the cutting
department. Firhaj has the capacity of manufacturing 1600 pairs of shoes for every night hour
shift.
Closing:

All the leather pieces are cut in the cutting department and then are sewn together according to
design in the closing department.

Performing:
After the shoes have been closed, they are sent to be hand sewn. After the shoes have been sewn
they are mounted on hot forms to attain shape.

Lasting:

After performing, the shoes are taken to the lasting department and mounted on the last, Giving
them their proper shape, finally they are attached with a sole.

Bottom:
TPR soles are made in the bottom department, all the operations related to the ole from its
roughing to attaching of mid sole is performed here.
Rubber soles are received from outside vendors.
PU soles are made in house.
All the soles mentioned above are completely treated at the bottom department before being
supplied to the lasting department.
Finishing & Packing:
The finishing of shoe is done here. The shoes are finished after applying appropriate cream /
spray and are then packed in boxes.
PU:
PU department is equipped with the most advanced and modern 24 station polyurethane sole
injection machine, thus it has in house sole manufacturing facility which includes PU as well as
TPR out soles.
 Part 2:
Brand Elements:
Brand elements are basically components of a brand that identify and differentiate the brand
from others. Hush Puppies have following elements:
Name: Hush Puppies
Logo:

Packing material:
In packing material, there are grey color shoe box and a wrapping paper with Hush Puppies
name and logo printed to wrap up the shoes.

URLS:
Hush Puppies have the following website internationally and nationally at Pakistan level. They
also starts using social marketing by having a Face book page.
http://www.facebook.com/hushpuppiesglobal?ref=stream
http://www.facebook.com/kaka.burhan.7#!/HushPuppiesPakistan?fref=ts
http://www.hushpuppies.com/
http://www.hushpuppies.com.pk/
Slogans:

Feel the Hush

Rush to Hush

Brand Elements

Brand elements are the tools that serve to identify and differentiate the brand from others which
includes brand names, logos, symbols, characters, slogans etc.
Brand Logo Brand Character Brand Slogan
 Brand Knowledge

The Brand Knowledge is catagorized in two parts, Brand Image and Brand Recall, which are
discussed below in context with the selected brand.
Brand Image
Hush Puppies is specifically known for providing top-quality casual shoes and foot wears. Apart
from being the market leader in casusl shoes, Hush Puppies holds the recongition of one of the
finest shoes in the market in terms of quality and comfort. The brand produces a specific design
of shoes and they concentrate on the superiority and comfortness of the footwears, rather than
introducing new designs and styles.
Brand Awareness
The extent to which a brand is recognized by the potential and targeted customers and associated
with a particular product correctly is termed as Brand Awareness. Brand Awareness is classified
into two parts, Brand Recognition and Brand Recall.
a). Brand Recongnition
Brand Recognition is the abiltiy of consumers to recognize prior knowledge of the brand when
they are asked question about it. In case of Hush Puppies, the brand is easily recognized by the
potential customers whenever they are asked about it which shows that Hush Puppies is a
recongnized Brand in the market.
b). Brand Recall
The ability of consumers to recover the brand from their memory while talking about a product
category is termed as Brand Recall. In case of Hush Puppies, whenever we talk about shoes
market in Pakistan, three names instantly comes to mind which are Bata, Service and Hush
Puppies. Due to the high quality and comfort level of the footwears, Hush Puppies is the first
name that comes in the mind of the potential customers and of those who like to wear casual
shoes with the element of comfortness.

Brand Equity

Brand Equity is the value premium that a company realizes from a product with a recognizable
name as compared to its generic equivalent. Companies can create brand equity for their
products by making them memorable, easily recognizable and superior in quality and reliability.
Mass marketing campaigns can also help to create brand equity.
We are going to use three different models to explain the Brand Equity of Hush Puppies.
 Customer Based Brand Equity Model (CBBE)

Customer Based Brand Equity is defined as the differential effect that brand knowledge has on
customer response towards marketing of the brand. A CBBE model helps in the process of brand
building and it shows how consumer thinks, feel and act with respect to the brand. Now, we are
going to discuss different dimensions CBBE model as shown below to describe the Brand Equity
of Hush Puppies.

Salience Dimension
The Salience Dimension explains the depth and breadth of brand awareness and Brand
Knowledge which answers the first question, Who are you?. As discussed earlier, Hush Puppies
is a recognized brand in Pakistan and is the potentail customers are absolutely clear about the
category membership. Talking about the top quality comfort shoes, Hush Puppies is the first
consideration of purchase and consumption.
Performance Dimension
Hush Puppies shoes are known for providing comfort footwears of elegant design. The products
quality of the brand is extemly reliable and durable which is one of the major features of Hush
Puppies. With refernce to its competitors, Hush Puppies charge preimium pirce for their products
and promise highest quality and comfort against it.
Imagery Dimension
Hush Puppies targets consumer of all age groups, specifically youth of medium and upper class
who are concerned about the quality and old people who prefer comfortness in footwears. Hush
Puppies has number of authorized outlets in different parts of the cities from where consumers
can purchase the product.
Juggement Dimension
The quality of the brand is among the best in the product category as Hush Puppies providies the
value for money which leads to satisfaction. The brand is highly credible and superior among its
competitors on the basis of quality and comfort which is why consumers have strong
consideration for Hush Puppies. Despite of intorducing new designs and styles, Hush Puppies
differntiate themselves by relying on providing top quality comfortable casual shoes.
Feeling Dimension
Hush Puppies provides a sense of satisfaction and one of the best experience of having quality
footwears in Pakistan for which the customers trust the brand and show positive response.
Resonance Dimension
Customers have behavioral Loyalty towards Hush Puppies as they always repurchase their
products due to the quality and comfprt offered and feel proud and happy in dealing with the
brand. The customers are also actively engaged with Hush puppies and seek information about
their new arrivals and recent offers.
 AAKER Model

With the help of AAKER model, the concept of brand equity can be associated with following
five points.

Brand Loyalty
In the process of establishing Brand Loyalty, the maker has to ensure an unforgettable
experience that offers distinct services and previliges in in order to retain their customers. As far
as Hush Puppuies is concerened, the brand has managed to offer unforgettable experinece in
termes of providing comfortable casual shoes of high quality. Hush Puppies is unique in its
design and style which makes the brand distinctive.
Brand Awareness
In the process of building a powerful brand, a big idea stands out in the crowd that helps in
creating brand awareness. Considering the fact that Hush Puppies has the first mover advantage
of introducing casual footwears, and the brand has managed to live upto the expectations of the
customers in terms of hightest qualiuty and comfrtness, Hush Puppies has a well-known place in
the market identifiable by the people.

Preceived Quaility
Higher level of quality offered by the brand results in higher levels of customer satisfaction
which can sometime support higher prices. Apart from top-quality products, delivering excellent
and superlative services to every customers is vital in the brand building process. While Hush
Puppies has managed to serve the customers with well established outlets around the cities, the
brand has also succedded in offering their traditional designs and styles with the promise of a
supreme product.
Brand Association
Hush Puppies has given a reason to the customer to buy their footwears by associating their
product with the personal needs of the customers. Everybody wants to have shoes of best quality
along with the comfort level which helps them to move around easily and that is exactly what
Hush Puppies offer.
Other Propriety Assets
With the help of the market study, it can be determined that Hush Puppies are competing with
two compnaies Service and Bata. While the later two companies also offer sports footwear,
formal shoes and many other related products, Hush Puppies has a competitive advantage on
both of the brands when it comes to casual footwears.
 Brand Asset Valuator Model

Brand Asset Valuator Model defines four key pillars of the brand equity which are used to
evalute the brand equity of Hush Puppies.

Differentiaition
The Differentiation pillar measures the degree to which a brand is viewed as unique and different
from others. Hush Puppies has made themselves unique in providing their traditional casual
footwears from the day start. Instead of concentrating on new styles and designs, Hush Puppies
concentrate on mainting their reputation of comfortable casual shoes.
Relevance
Huh Puppies has established themselves as a brand which translates the customers needs in their
products. In any footwear category, a customer look for a comfor table product that promises a
high quality and Hush Puppies is exactly providning that.
Esteem
Hush Puppies is generally regarded postively and respected for maintaing their quality in their
product lines from the day start. Hush Puppies is mostly on top of the mind of the customers
when they are looking for casual footwears.
Knowledge
The knowledge pillar of the Brand Asset Valuator model measure how familiar consumers are
with the brand. Hush Puppies has the recongition of being the first company in the market to
introduce casul footwears of specific and unique designs and they have carried this reputation
throughout until now.

Primary association:
HP’s primary association in Pakistan is the international brand and the comfort.

Secondary association:
HP’s secondary association comes in the mind of customer is quality with high price and the
technological based shoes.
PLC:
In Pakistan Hush Puppies still not reached the level of maturity. There is a still big market
available for HP to explore and expand its business.
POP’s & POD’s:
POP’s:
Different designs just like HP’s designs are available to other local brand shop like Bata and
Services.
All other local brands outlook of different shops is similar.
Locations of other local brands are nearly same as Hush Puppies
POD’s:
HP provide totally in leather shoes while other brands in Pakistan uses Rexine as well.
HP has an edge with technological use in shoe making.
HP is an international brand.
Relative Positioning and Brand strategy:
Hush Puppies describes its competitors in Pakistan are Clarks, ECCO, Balli shoes etc. Hush
Puppies don’t take Service, Bata, and Epcot etc. the main reason is that these are the local brands
and they use other then leather. The brand which they consider as a threat has the same quality
and price. HP is considering as a quality and technological based positioning in the customer
mind. Hush Puppies claim that they are the best manufacturer of shoes in the world especially in
terms of comfort. They position there brand with the:
Quality
High Price
Comfort
Technological based shoes

Part 3:
Marketing Plan
Executive Summary:
Hush puppies has a strong product with weak marketing strategy which has really hurt the brand.
Their presence can be merely for the sake of cheap labor they get for the production of their
goods to cater the demand worldwide. With this caliber of product they can also earn a good
market share in Pakistan as well. And for this an effective marketing approach and focus on the
goals and objectives is needed. So the marketing plan we want to purpose to Hush Puppies base
on their SWOT analysis and the current position of market is to establish a goal of more
promotion which will create brand knowledge and awareness which this brand lack. Secondly
the outlets should be focused as well because of the competition in the market the same value
proposition offered by Hush Puppies in Pakistan is not working anymore.
Current marketing situation:
Market of footwear is dominated by some companies in Pakistan in last few years. From last
several years amount of sold hush puppies shoes sales revenue & and its net profits rise annually.
Customers have interest in casual footwear especially made from original leather. There is a
positioning in customer’s mind that it is easy to wear from day to evening with low healed. Print
media advertising reflects their positioning as a comfort and casual brand.
Hush Puppies target high income customer and shifted to the brand of upper class. Families from
this class are targeted by Hush Puppies especially Men, Women and children from it. Its
increases the sales of hush puppies kids shoes.
Prices are high as compare to other local brands but it is affordable to targeted customers. Hush
Puppies Pakistan considers its competitors Clark, ECCO, and Balli shoes. Each competitor have
their own specific strategy and niche in the market and manufacturers. Distribution of Hush
Puppies products are basically through major stores and with also retail outlets. Hush Puppies
Pakistan has 44 outlets in 30 different cities of Pakistan.
SWOT Analysis:
Hush Puppies Pakistan have some strength and weaknesses which we have to consider while
making a marketing plan for the future.

Strengths:
Following are the strengths of Hush Puppies:

 Is an international brand present in more than 136 countries

 Strong Research & Development department which results in innovative footwear.
 Quality product
 New production plant with highly equipped
 New advanced technology in production
 Brand name itself is a strength for Hush Puppies Pakistan

Weaknesses:

 Less variation in designs

 Strong competition national and international level
 Limited customer loyalty
 Strong brands pumping money to maintain their brand status
 Less marketing campaigns
 Less number of outlets

Opportunities:

 License the brand name Hush Puppies

 More penetration with emerging economies with high purchasing power
 Can increase its reach in emerging markets
 Unique selection
 Technological advancement
 Still a big market is available to explore in Pakistan
 Can increase their number of outlets
 Demand is more than supply
Threats:

 Intense competition on the footwear market

 Substitutes are easily available
 Energy crises in Pakistan
 Increasing price of raw materials
 Raw material is less available
 Increasing price of leather
 China entry in shoe industry
 Increasing rate of taxes on importing of some raw materials
 Increasing number of out lets by competitor
Objectives and Issues:
Next 5 year objectives are:
1. Increase 10 % sales in pairs and revenue every year
2. Increase 10 outlets every year
3. Maintain profit margin more than 15%
To achieve this goal company has to increase its marketing budget, number of outlets, number of
campaigns and the marketing strategy by introducing TV commercials.
Marketing strategy:
“Hush puppies” is making strategies to achieve goals and objectives. Company is deciding which
customer to target by using segmentation and targeting strategies. It has to be done by
differentiation and positioning which already been discussed. It will be done by as:
1. Segments: Premium and middle class
2. Target market: casual and comfort footwear for men, women and children
3. Positioning: leather shoes with light weight sole
For marketing strategy Hush Puppies have to use 4 P’s of marketing.
1. Product: casual and formal leather shoes for men, women and children
2. Price: Variation of the price as design changed and it also offer discounts on different
occasions and event
3. Place: try to capture maximum target market by increasing the number of outlets. These
must be easily approachable. Also have a placement in customers mind as a quality
product.
4. Promotion: will use print medias, magazines, boards on shop and also higher big
billboards during different campaigns. Also use Public relation, sales promotion and
word of mouth.
Action programs:
Hush Puppies sometimes implement variable activities for the sales promotions. It will keep
collecting available individual information and feedback from customers on intervals and apply
the strategy according to that. It will also apply a certain technology to keep track of its
customers and goods they are offering. Hush Puppies will make TV commercials for marketing
and advertising. Hush Puppies is using social media to make different marketing campaigns with
very low budgets.
Budgets and forecast:
Following are the main budget and expected forecast of the sales and revenue depending on the
basis of last 2 years sales and next year’s targets and goals.

Yea Sales in Average Revenue Marketing Profit Profit

r Pairs price Budget %age ammount
2011 1800000 2400 4320000000 259200000 9% 388800000
2012 2000000 2400 4800000000 288000000 11% 528000000
Forecast 2013 2200000 2400 5280000000 316800000 10% 528000000
10% 2014 2420000 2400 5808000000 348480000 10% 580800000
increase 2015 2662000 2400 6388800000 383328000 10% 638880000
in every 2016 2928200 2400 7027680000 421660800 10% 702768000
year 2017 3221020 2400 7730448000 463826880 10% 773044800

Control:
Hush puppies will use its minimum resources to get maximum output to achieve its target
market. Hush Puppies try to reach sales in pairs as forecasted by increasing campaigns and
different and effective campaigns.