Identify the roles of customer relationship marketing In merchandising activities of Royal Footwear Limited

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.