Titan Footwear — Marketing & Sales Strategy
Titan Footwear will be positioned as "Affordable, Durable, Proudly South African" footwear that delivers exceptional quality-to-price value. The brand narrative centres on three pillars: local manufacturing authenticity, product durability and safety compliance, and modern design that reflects South African style and identity.…
Section 8 · Business Plan
Marketing & Sales Strategy
Titan Footwear will be positioned as "Affordable, Durable, Proudly South African" footwear that delivers exceptional quality-to-price value. The brand narrative centres on three pillars: local manufacturing authenticity, product durability and safety compliance, and modern design that reflects South African style and identity.…
8.1 Brand Positioning
Titan Footwear will be positioned as “Affordable, Durable, Proudly South African” footwear that delivers exceptional quality-to-price value. The brand narrative centres on three pillars: local manufacturing authenticity, product durability and safety compliance, and modern design that reflects South African style and identity. This positioning targets the mid-market segment between cheap imports and premium international brands.
8.2 Marketing Channels & Budget
| Channel | Activities | Annual Budget |
|---|---|---|
| Digital Marketing | Social media (Instagram, TikTok, Facebook), Google Ads, content marketing, influencer partnerships, SEO/SEM for e-commerce. | ZAR 1.2M |
| Trade Marketing | Source Africa trade show, mining industry exhibitions (Mining Indaba), retail buyer presentations, product sampling programmes. | ZAR 800K |
| B2B Direct Sales | Dedicated sales team (4 reps), corporate presentations, site visits, tender documentation, relationship management. | ZAR 600K |
| Brand Building | Brand identity development, packaging design, point-of-sale materials, PR and media relations, CSI initiatives. | ZAR 500K |
| E-Commerce | Takealot marketplace fees, Superbalist onboarding, own website development and hosting, CRM system. | ZAR 400K |
| Total Annual Marketing Budget | ZAR 3.5M |
8.3 Sales Strategy
B2B Safety Footwear Sales Process
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Target identification: Top 50 mining, construction, and manufacturing companies by employee count and PPE spend.
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Product demonstration and free trial programme: Supply 50–100 pairs for on-site wear testing over 60 days.
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Technical specification alignment: Customise products to meet client-specific safety requirements and site conditions.
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Contract negotiation: 12–36 month supply agreements with quarterly delivery schedules and annual price review mechanisms.
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Account management: Dedicated account managers for top 10 accounts with quarterly business reviews and continuous improvement initiatives.
Retail & E-Commerce Sales Process
The retail sales strategy focuses on securing shelf space with mid-tier retail chains (Mr Price, Ackermans, Shoe City, Jet) through competitive wholesale pricing, strong product design, and reliable supply. The e-commerce strategy leverages Takealot’s marketplace platform for immediate national reach, supplemented by a dedicated brand website for direct-to-consumer sales with higher margins. The DTC channel will be supported by performance marketing spend targeting a customer acquisition cost (CAC) of under ZAR 85 per customer.
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