Case study on brand equity Apex Footwear Limited, pricing and promotion

Abstract

The report portrays the Brand Equity of Gallerie Apex, how Apex maximizes their brand equity through different pricing strategies and promotional activities. Firstly, Apex’s main rival is Bata so their strategy was to follow their competitor so that they can take advantage in the market by offering a lesser price for the same quality of the product such as Venturini of Apex and Hush Puppies of Bata. Moreover, Apex follows Above the Line (ATL) and Below the Line (BTL) pricing strategies to stay on top. Speaking about promotional activities, Apex is doing better than Bata on ATL strategy by promoting their product through integrated form of marketing. This is because Apex promotes almost all of their products on online shopping portals such as Daraz and others unlike Bata. Therefore, throughout the years, Apex’s strong marketing demonstration has made it possible for them to capitalize in the market for huge turnover and also leaving a mark on the market for its high-quality products.