Shine boot polish

Executive Summary

In this article, I am going to make an IMC arrange for my product i. e. Boot polish and my company is Glimmer shoe polish. So the main motto of this plan is to do the campaign of my product in order to create the greater awareness of my brand among the mark population. For this function, I am going to use the several tools of IMC (Integrated market communication) and small techniques to influence the target market.

We know that shoes are a key part of personal grooming, and for that reason a representation of who we have been to the exterior world. We also recognize that shoes can be costly and this keeping them in good repair is a better means of extending the life span of your most liked footwear. We believe not only do people love their shoes but also each couple provides us witha different way to express ourselves. Stylish trainers for Saturday evening, strappy sandals with the perfect dark dress or polished leather lace-ups for the boardroom, we all have a method and most of us have a boot to suit it.

So to meet this objective our company has launched the various product range to meet up with the customers need and demand. This article will detail our online marketing strategy including a explanation of how the marketing mix takes on a key role inside our roll out. We realize that there are other footwear polish manufacturers also out there vying for our business; mainly Kiwi, Cherry blossom and Robbin to name a few, but we've a product that can outperform what those other companies offer.


Boot Polish" redirects here. For the 1954 Bollywood film, see Boot Polish (film).

Shoe polish (or shoe polish), usually a waxy paste or a cream, is a consumer product used to polish, glow, waterproof, and reestablish the looks of leathershoes or boots, thus extending the footwear's life. In a few regions-including New Zealand-"Nugget" is employed as a term for sound waxy shoe polish, instead of liquid footwear polishes.

Various chemicals have been used as boot polish for hundreds of years, starting with natural substances such as wax and tallow. Modern polish formulae were introduced early on in the 20th hundred years plus some products from that time are still in use today. Today, footwear polish is usually created from a mix of natural and man-made materials, including naphtha, turpentine, dyes, and gum arabic, using simple chemical engineering operations. Sneaker polish can be harmful, and, if misused, can stain skin area.

The popularity of boot polish paralleled a general climb in leather and synthetic shoe production, from the 19th century and continuing into the 20th. THE EARTH Wars observed a surge popular for the product, in order to polish military boots.


Shoe polish is put on the shoe utilizing a rag, cloth, or brush. Shoe polish is not a cleaning product, and therefore the boots should be both clean and dry before program. A energetic rubbing action to use the polish consistently on the boot, accompanied by further buffing with a clean dried up cloth or clean, usually provides great results. Another technique, known as spit-polishing or bull polishing, entails gently massaging polish in to the leather with a cloth and a drop of normal water or spit. This achieves the mirror-like, high-gloss end sometimes known as a spit stand out which is especially valued in armed service organizations. Polishes comprising POLISH nauba polish can be utilized as a protecting coating to extend the life and appearance of a leather footwear.


Before the twentieth century

Since middle ages times, dubbin, a waxy product, was used to soften and waterproof leather; however, it didn't impart shine. It had been created from natural wax, essential oil, soda ash and tallow. As leather with a high natural veneer became popular in the eighteenth hundred years, a high shiny carry out became important, especially on shoes and boots. In most cases, a number of homemade polishes were used to provide this surface finish, often with lanolin or beeswax as a base.

In the nineteenth hundred years, many forms of boot polish became available, yet were almost never referred to as boot polish or shoe polish. Instead, these were often called blacking (especially when mixed with lampblack), or just continued to be referred to as dubbin. Tallow, an dog by-product, was used to produce a straightforward form of footwear polish at this time. Chicago, Illinois, where 82% of the meats consumed in the United States was processed in the stock yards, became a significant boot polish producing area for this reason

Prior to 1906, sneaker polish was not popular as a purchasable product, nor was it specifically advanced. While sales were not especially high, a few brands, like Nugget, were available in the U. K. during the 1800s. The practice of shining people's shoes steadily found on and soon many shoeshine kids in city roadways were offering shoe shines utilizing a basic form of sneaker polish along with a polishing material.

Surge in popularity

At the end of the nineteenth hundred years, leather shoes and boots became affordable to the public, and with the outbreak of World Battle I in 1914, the demand for many polished military boots led to a need in the market for a product that would allow boots to be polished quickly, proficiently and easily. The polish was also used to stand out leather belts, handgun holsters, and horses tack. This demand led to a rapid increase in the sales of shoe and shoe polish.

The attractiveness of Kiwi shoe polish pass on throughout the British Commonwealth and america. Rival brands started out to emerge, including Shinola and Cavalier (United States), Cherry Blossom (UK), Parwa (India), Jean Bart (France), and many more. Advertising became more prominent; many footwear polish brands used fictional characters or historical heroes to spread knowing of their products. Inside the German documentary of 1927 Berlin: Symphony of an excellent City, a landscape focuses on sneaker shining with a polish called Nigrin sporting the facial skin of an Negro.

Shoe manufacturing improvements in the mid-1800s allowed for factories to produce huge amounts of shoes made of leather, and later fabricated materials. This upsurge in leather shoe creation continued well in to the 1900s and resulted in a surge in the number of retail footwear stores in the industrialized world, and a consequently a call for sneaker polish by sneakers consumers.

Modern day

Shoe polish products are low-value items which are infrequently purchased. Consumer demand is inelastic and largely insensitive to price change, while sales amounts are usually low. In the shoe polish market all together, some 26% of turnover is accounted for by pastes, 24% by lotions, 23% by aerosols, and 13% by fluids. In recent years, the demand for sneaker polish products has either been static or declined; one reason is the steady substitute of formal shoes or boots with trainers for each day use.

There are numerous top quality products available, as well as common store brands. You will discover two chief regions of sneaker polish sales:

To the general public and to specialists and trade, such as sneaker repairers, and cobblers. The sales percentages between the two stores are roughly similar.

Kiwi remains the predominant shoe polish brand in the majority of the world, being sold in over 180 countries and keeping a 53% market share worldwide. Today, it is created in Australia, Canada, France, India, Pakistan, South Africa, Spain, the United Kingdom, and the United States. Other leading brands include Kelly's, Shinola, Lincoln Footwear Polish, Meltonian, Angelus, and Cherry Blossom.

Composition and toxicology

Shoe polish contains a waxy colloidalemulsion, a compound composed of lots of partly immiscible liquids and solids mixed together. It really is usually created from elements including some or most of naphtha, lanolin, turpentine, polish (often POLISHnauba polish), gum arabic, ethylene glycol, and when required a colourant, such as POLISH bon dark or an azo dye (such as aniline yellowish). It typically has a particular gravity of 0. 8, is negligibly soluble in water, and is constructed of between 65 and 77% volatile substances-usually naphtha. The high amount of volatile substances means that the sneaker polish will dry out and harden after software, while retaining its glimmer.

An essential component in shoe polish is a thickener; without this, the polish would be too runny, making it difficult to use. Gum arabic, a substance from two sub-Saharan varieties of the acacia tree, is often used to increase the viscosity of the merchandise.

Shoe polish contains chemical substances which is often absorbed through the skin, or inhaled. When controlling shoe polish, one should preferably wear gloves, and stay static in a well-ventilated area. Boot polish should be retained out of reach of children and family pets. It can stain your skin for a protracted period of time, and will cause irritability to the eye when there is immediate contact.



IMC is a tactical business process used to plan, develop, execute and examine coordinated, measurable, persuasive brand communication programs with consumers, customers, prospective employees and other relevant exterior and internal viewers.

The goal of IMC is to generate short-term financial comes back and build long-term brand value.

Integrated MARKETING AND SALES COMMUNICATIONS is a term used to describe a holistic approach to marketing communication. It seeks to ensure steadiness of note and the complementary use of mass media. The idea includes online and offline marketing stations. Online marketing stations include any e-marketing promotions or programs, from search engine marketing (SEO), pay-per-click, email, banner to latest web related programs for webinar, blog, and Internet Television. Offline marketing channels are traditional print out (newspaper, journal), email order, public relations, industry relationships, billboard, radio, and tv set. A company advances its included marketing communication program using all the elements of the marketing mix (product, price, place, and advertising).

Integrated marketing communication is integration of most marketing tools, approaches, and resources within a company which maximizes effect on consumer brain and which results into maximum revenue at minimum amount cost. Generally marketing starts from "Marketing Mix".

Promotion is one factor of Marketing Mixture. Promotional activities include Advertising (by using different medium), sales promotion (sales and investments advertising), and personal advertising activities. In addition, it includes internet marketing, sponsorship marketing, direct marketing, databases marketing and public relations. And integration of most these promotional tools along with other the different parts of marketing mix to get edge over rival is named Integrated Marketing Communication.

Reasons for the Growing Need for IMC

Several shifts in the advertising and advertising industry have caused IMC to build up into female strategy for marketers:

  1. From multimedia advertising to multiple forms of communication.
  2. From mass media to more specialized (market) media, that happen to be focused around specific concentrate on audiences.
  3. From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market.
  4. From general-focus advertising and marketing to data-based marketing.
  5. From low company accountability to higher agency accountability, specifically in advertising.
  6. From traditional payment to performance-based settlement (increased sales or advantages to the business).
  7. From limited Internet access to 24/7 Internet availability and access to goods and services

Development of IMC plan

In the process of effectively expanding and implementing an IMC plan, marketers and communication professionals should always follow the marketing theory. Consumers' wants and needs (i. e. , donors and publics) should always be the main focus of this program. To lose this concentrate means that the program, although creative or award-winning, will sell no service or product. There are numerous ways to develop an IMC marketing campaign, just as over a directional map there are numerous routes to the desired destination. There are no perfect outlines to fit every IMC manager's needs

Situational Analysis

The IMC situational research provides a background of the IMC functions and an assessment of the surroundings in which the IMC specialists must work. Several factors must be looked at in the situational research. The company or organization for which the IMC plan is being created must be examined. The environment where this organization functions must be grasped and detailed. Market and consumer tendencies research must be completed. Further, you must understand the competitive landscape. Finally, something or service record and evaluation should be included.

So to investigate the situation, I'll collect the info about the target market, focus on area and consumer preferences, preferences about the shoe polish.

IMC Objectives:

  • The main objective in our IMC plan is to do the promotion of my brand and company.
  • So it will targets creating recognition about my product.
  • It will also create and create among the non-consumers of my product.

Marketing Overview:-

There is an enormous probable of market in this boot polish industry. As the costs and variety of shoes are increasing day by day in this modern era therefore the consumers tastes and look after their shoes are also increasing which brings about more demand of footwear polish. The huge market is available in the metro metropolitan areas as there are large numbers of professionals found in these cities so are there lot of opportunities in these locations so we will mainly focusing on these towns.

Marketing Objectives:-

Our product's main marketing aim is to concentrate on the customers' desires and needs and, at exactly the same time, maintain a marketable collection of shoe polish all the time. This allows us to effectively impact and persuade these to buy.

Marketing Strategy:-


Our main advertising strategy is to let our possible client know that we are aware of their wishes and needs and also have quality inventory and prices. To establish it, we will tell them that if we don't have what they're looking for, we'll get it.

Market Segmentation, Goal Marketing and Positioning

This section explains the group of the preferred product. It is structured into four sections.

Section 1 identifies how to identify the populace and categorizes them into different sections.

Section 2 analyzes which segment the company focuses on and why they concentrate on that specific portion. Finally

Section 3 represents the process by which the company tries to capture a place in the purchasers brain i. e. the product placement method.

Market Segmentation:

  • Above product categories of product has been designed to suit the various needs and requirements of the customers.
  • Segmentation will be achieved according to geographical areas, demographic.
  • The population of the country is segmented into three parts which can be urban, sub urban and rural area consumers.


The huge market comes in the metro metropolitan areas as there are large number of professionals within these cities so are there lot of opportunities in these cities so we will mainly concentrating on these cities.

Target Market:

Shoe polish is not a highly expensive but an inexpensive product. That's the reason the company targets metropolitan and sub urban upper midsection and middle class individuals who are the second highest population of segment of the united states. It will mainly concentrate on:

  • School and college or university Students.
  • Professionals.
  • Businessman.
  • Employees etc.

Product Setting:

We have organized to obtained a good position in the buyer's mind through better

Product capabilities,

Price and


Offering the product in different ways than the opponents do.

The company offers better quality of products in the industry at an affordable price with high branding, which eventually helps to position the product in the potential buyers' head as the best quality boot polish.

Tactical Marketing Tools

Under this mind we will discuss about the tactical marketing tools for marketing footwear polish. The chapter comprises of four areas. Finally we will discusses the promotional activities that the company undertakes for shoe polish

Moreover it will undertakes small promotional promotions at different universities, colleges, colleges and recreational parks

Marketing mixture of Shine boot polish:


We have different product categories which is made regarding to different needs and demand of the customers

Product Category:

It will include the types of my product:

    • Paste polish

Work shine's paste polish into leather and seams with a cloth or brush. It extends the life span of the shoes, supplying a natural glimmer and cover with the multi-wax -method.

    • Parade premium gloss

For ultimate sparkle while nourishing and protecting your shoes, our company offers Parade Gloss. Parade gloss offers reduced blend of wax, with more carnuba polish than regular paste for a higher gloss glimmer.

    • Liquid footwear polish

Wax wealthy formulation that gives a deep abundant and instant glow. Keep shoes tender and supple, Convenient to use. For use on even leathers only. An easy growing viscose polish that restores oil balance imparting that distinctive fresh glossy look. It's leather nourishing properties re-vitalise dull and tired skin cells back to life rendering leather very soft and versatile.

    • Instant polish shine

With KIWI Instant Polish Shine it takes merely a minute to provide your shoes a great stand out. It addresses scuffs and restores colors in a blink of the eye.

    • Express glow sponge

Too occupied for the original shoe polish regimen?

Shine Express is a very useful, quick use sponge that restores shine in an instant.

  • White cleaner for canvas and sports activities shoes

Trouble keeping your sport shoes looking white? With Glow Sport Whitener your white sport shoes can look like new, once you wear them. Uses some of the best ingredients and optical brightener to give excellent white canvas shoes, athletics shoes. Gives back fresh turn to canvas shoes.


  • Prices are low as compared to our competitors. This is the strategy to attract more & more customers by providing them the same quality.
  • Prices fluctuates from Rs. 15-60 depending upon the product and its own packing.
  • We will provide allowances & special discounts to the wholesalers and sellers.


It includes the distribution programs and chain which flow from supplier to the best consumer of the product. It will flow the following pattern.


This is the previous p of 4 p's marketing combine but most important. It'll include all those tools of IMC which I will discuss in the next parts.

IMC PLAN OF Shine Boot Polish :-

The IMC Plan that people have constructed consists of all of our objectives that people must consider and address during our whole campaign. We've clearly identified every one of the major components required to achieve our goal of promoting the Glimmer to our market. Our main emphasis is to communicate the benefits of the Shine footwear polish through personal offering and event sponsorship, Print out and Broadcasting multimedia. We are completing this by putting in a momentary booth in high traffic locations for students around campus. The event sponsorship will be marketed through our Mazda Pub Nighttime, newspapers and newspapers will be utilized for print press, Tv & Radio will be utilized for broadcasting multimedia and this will in turn create consciousness for our product and enjoyment for new users.

I am discussing the the different parts of IMC of Stand out Sneaker polish & these are listed below:-

  • Advertisement
  • Communication Aims
  • Campaign Concept/Strategy
  • Event Marketing/Creative Strategy
  • Media Strategy
  • Public Relations
  • Budget Allocation
  • Measuring Effectiveness
  • Direct marketing
  • Personal selling
  • Van marketing
  • Sponsor ship
  • Publicity
  • Sales promotion
  • Salesincentive programs

First of most make the advertisements technique to promote our product. Advertisements should be precise innovative. Give the advertisement on broad cast marketing and on line advertising both.



John Abraham

And supply the ads in magazines, mags etc.

TV Advertisements: -

TV advertisement performs a very vital role advertisements world so that it is vital. Firstly hire the good advertisement firm.

TELEVISION Advertisements OF Glimmer:-

  • Message should be clear so we will use the effective term in SHINE Boot POLISH advertisements.
  • We will use rational appeal inside our shoe polish advert.
  • Tag collection will give attention to the all potential prospects.
  • And describe top features of the footwear polish.
  • John Abrahamis brand ambassador of Sparkle SHOE POLISH.
  • We will also use Mickey Mouse for television to focus on the kids and youth.

We will also take Gurdass Mann inside our television ad by causing him sing his popular track i. e


He will associate this song to our Shine Shoe polish.

And will tell about its features and quality which makes it better than the competitors. This is a very effective promotional tool.


"Kya baat hai Sharma ji naye joote pehn ke kaha ja rahe ho,

Nahi Verma ji yeh to mere purane joote hai, yeh to meri Shine Boot polish ka kaamal hai".

This will tell about the superior performance of my product which makes old shoes appear to be completely new shoes and it'll influence Verma ji to get our boot polish and this chain will continue.


Work shine's paste polish into leather and seams with a fabric or brush. It extends the life span of the shoes, supplying a natural shine and safety with the multi-wax -method.

Communication Goals:-

  • To increase awareness of the SHINE SHOE POLISHfit by our marketplace through use of your advertising strategy from 0% to 20%, over the 12 month period
  • To create interest of the Sparkle SHOE POLISH fit in your target market from 0% to 10% through our advertising strategy, on the 12 month period
  • To induce trial and evaluation of the Glimmer Boot POLISH Fit in your target market from 0% to 3%, on the 12 month period

Campaign Concept:-

    • Our advertising campaign slogan is:

"Shines, nourishes and Protects"

    • Ultimately, it matches friends and family, your stuff, as well as your lifestyle.

Media Strategy:-

    • Event Specific Advertising
    • College newspapers
    • Radio
    • Internet (local online event listings)
    • Outdoor Support Press like Hoarding, pamphlets, autorickshaws and buses displays.
    • General Advertising
    • Print
    • Radio
    • Internet
    • Local Event Sponsorships

Media Utilization - the next were ranked "likely to see" for advertising:-

  • 74. 4% TV
  • 52. 3% Radio
  • 43. 9% Magazine
  • 39. 3% Incidents/Promotions
  • 36. 8% Outdoor boards
  • 35. 4% Internet
  • 25. 6% Personal Websites

Public Relations:-

  • Increase understanding; improve opinions/attitudes about the Glimmer SHOE POLISH and to receive attendance/contribution at the promotional occasions by our target audience through positive mass media coverage.
  • We can help the poor culture which is below poverty series.
  • We will also add towards Temples, Gurdwaras etc.

These steps can make the good relationships of our company with general public.

Measuring Effectiveness:-

  • Internet: Control & Evaluation
  • Event: Control & Evaluation
  • Knowledge
  • Program Implementations
  • Follow Up
  • Attainment of Objectives
  • Public Relations: Control & Evaluation


I will link up with networking company Amway, and sell the POLISH with the aid of "AMWAY". Because "AMWAY" is a recognized company and will immediate marketing which is very useful to your company.


Personal selling is a main idea of marketing. This idea can be quite successful in promoting my product because my product is not so expensive item so people can certainly purchase it from our sales man without hesitations. So I am using this concept.


Van marketing is very important for promote our product (Sparkle Sneaker POLISH).


Sponsor boats in cricket competition and college events like L. P. U big incidents to market our product.


Publicity through road shows and press conferences.

SALES Advertising OF SHINE Footwear POLISH

  • Free test will get to the wholesalers, sellers and to the clients.
  • First ten customer will get attractive vouchers
  • Provide the POLISH on bare minimum rate as compare to the opponents.
  • And many blessed draws present hampers.
  • Offer coupons.


  • Meet and exceed sales goals
  • Engage and motivate sales groups and customers
  • Drive incremental earnings and profit
  • Launch services in particular portion.
  • Promote better customer relationships


IMC plan is vital to every product, without IMC we can not create good image of product in human being minds. I have choose the name of Stand out Footwear polish because Sparkle is only required for shoes after polishing them so that it is a sign of brightness.

Tag type of our company says about that our polish works faster than other people polish. I have chosen the brand ambassador (john Abraham) for our product because my product typically focus on university & college or university students, young pros & john is young and smart and best suited for promoting my product.

Event marketing, sponsorship, mass media strategy, immediate marketing, personal offering and many more, which i mentioned in IMC plan are incredibly useful to effective IMC plan and without these tools we cannot make the effective IMC plan.

Sales campaign is a very important part of included marketing communication so sales promotion technique is very helpful for promoting our product. With the help of these sales promotion techniques we can increase our sales.


    • http://drypen. in/advertising/developing-an-integrated-marketing-communication-plan-imc. html
    • http://advertisingadvice. blogspot. com/2008/06/sample-imc-plan-integrated-marketing. html
    • http://faculty. fullerton. edu/mjoyce/Materials/IMC_Plan_Format. htm
    • http://durhamluxre. com/wp-content/uploads/2008/11/marketing-mix. png
    • I have also collected the info from various sources like: internet, reserve, magazine and papers:-


  • Marketing Management - Philip Kotler 4P's and marketing plan, 6th Release, by Hawkins, Best advertisement Coney.
  • Sales and promotion-kruti shah and Alan D'souza, 4th edition, by Tata Mcgraw hill Newspapers - 4P's, business economy.
  • More than 7000 students trust us to do their work
  • 90% of customers place more than 5 orders with us
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