Abstract:
Over last decade’s, branding activities through merchandising have changed radically for
manufacturing industry like footwear; mostly to cope with the changes in buyer demand
specially the super market based buyer like H&M, DECATHLON, Tesco, Wal-Mart, Carrefour
and Li Fung . Footwear manufacturers are coming out from the traditional way of doing
business. Barding activities are becoming vital to the footwear manufacturer as well. Buyers are
demanding more focus on planning, better supply chain management and materials management
and more over coordination with the buyer. The demand of merchandising activities come here.
Merchandising is a bridge between buyer and production unit. Merchandising is the composed of
branding, planning, supply chain activities within a production unit. Merchandising activities for
a production unit starts with the branding of capacity and product development. Merchandising is
a concept of coordination through relationship management with both supplier and customer.
However, in a country like Bangladesh, this change comes at a glacial pace. In manufacturing
industry marketing or branding activities is based on capacity of the organization like product
development, new project implementation, productivity and quality. In modern merchandising is
based on relationship management with both external and internal stakeholder. Royal Footwear
has been successful in getting its long term customers to trust in them to provide the best product
development and cost effective solutions and stepping outside the box when it came to
relationship marketing. This report analyzes how this organization has successfully implemented
merchandising activities for relationship marketing and implemented various innovative ways of
branding.
