PT. BPI is a licensed distribution company for BrowN footwear. The mission of PT. BPI's is to be a dominant and successful player as marketing and Distribution Company of footwear in Indonesia. To support company's mission, PT. BPI's set objectives as to establish BrowN as a top footwear brand in Indonesia over the next three years and to generate gross sales of Rp 32 billion, Rp 80 billion, and Rp 200 billion for year 2006,2007, and 2008 respectively.

BrowN has differentiate itself by developing the selling point as a comfort and durable American Classic shoes through its high construction technology, offering Unique model of its Boots Casual shoes, and lower price than its competitors. There are three main competitors of BrowN footwear; they are Kickers, Hush Puppies, and Rockport. Kickers positioned its product at low-to- middle income with its low price but not in high quality. While Hush puppies and Rockport targeted to high income with its high quality product.

To achieve the company's mission and objectives, BPI should improve its marketing strategy as follow:

.Product Strategy: To develop a more stylish product that fits to the market and more efficient production cost.

.Place Strategy: To expand its indirect and direct channel in major cities by developing new private outlet channel and by targeting to new segment of

institutional.

.Promotion Strategy: To build BrowN's strong brand equity in the market by developing its promotion program through the advertorial, print advertising, promo event, and education program.

.Pricing Strategy: To set the price for BrowN footwear slightly lower than Hush Puppies and Rockport but still higher than Kickers with the commercial price of 300 -400 % margin from CoGS and set the structure for Consignment at 35 % discount from retail price.





Research Location : PT Brown Prima Indonesia