Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Acknowledgement
EXECUTIVE SUMMARY
Trainers went (briefly) out of fashion; economic slowdown and labor problems hit
Asian performance. But the group has bounced back, retaining its iron grip on the
sporting apparel sector and still undisputed leader in sports-oriented street wear.
Reebok is the world's third-largest maker of sneakers, athletic shoes and sports
apparel. Goods are sold under the brands Reebok, Rockport and Greg Norman
Collection. Reebok is also the official outfitter of the NFL and has an exclusive
deal to supply NBA jerseys beginning this season.
Reebok announced in July it would merge with German sporting apparel
company adidas-Salomon in a deal valued at $3.8 billion. The merger is
expected to be completed by the first half of 2008 and will create the secondlargest sporting goods company behind Nike with $11 billion in revenues.
Adidas will maintain its corporate headquarters in Germany and its North
American headquarters in Portland, OR. Paul Fireman will remain as Chief
Executive Officer of Reebok International Ltd. and will continue to lead the
Reebok team. Reebok will continue to operate under its name and will retain its
headquarters in Canton, MA.
In fiscal 2008, Reebok had net income of $192.4 million and sales of $3.7
billion.
TABLE OF CONTENTS
S.no.
Topic Name
1.
2.
3.
Acknowledgement
Executive Summary
Company Profile
Page No.
3
4
CONTENT
PAGE NO
Certificate
Declaration
3
4
Research Objectives
Research Methodology
7-10
Limitations
11
12-28
29-42
43-44
Annexure
44-48
Bibliography
49-50
INDUSTRY
PROFILE
ABOUT SHOES?
Sole
The bottom of a shoe is named the sole.
Insole
The insole is the interior bottom of a shoe, which sits directly beneath the foot.
Many shoes have removable and replaceable insoles, and extra insoles are often
added for comfort or health reasons (to control the shape, moisture, or smell of
the shoe).
Outsole
The outsole is the layer in direct contact with the ground. The material of the
outsole depends on the function, dressiness, and quality of the shoe, but is
generally very durable material, since it experiences the most stress. Dress
shoes have leather outsoles; casual or work-oriented shoes have outsoles made
of natural rubber or a synthetic imitation. The outsole may comprise a single
piece, or may comprise separate pieces of different materials. Often the heel of
the sole is rubber for durability and traction, while the front is leather for style.
Specialized shoes will often have modifications on this design: athletic cleats
have spikes embedded in the outsole to grip the ground; many kinds of dancing
shoes have much softer or harder soles. These soles can be as hard as
concrete, and very sturdy.
Heel
The bottom rear part of a shoe is the heel. These come in a variety of sizes and
are usually made to support the large stresses applied to the heel of the foot.
They are often made of the same material as the sole of the shoe. This part can
be high to make the person look taller, or flat.
Vamp, or upper
Any shoe has an upper part that helps hold the shoe onto the foot. In the
simplest cases, such as sandals or flip-flops, this may be nothing more than a
few straps for holding the sole in place. Closed footwear, such as boots,
sneakers and most men's shoes, will usually have a more complex upper. This
part is normally decorated or is made in a certain style to look fashionable and
attractive for the buyer.
Accessories to shoes
Shoe horn - can be used to insert a foot into a shoe by keeping the shoe
open and providing a smooth surface for the foot to slide upon
Shoe tree - placed inside the shoe when user is not wearing it, to help
maintain the shoe's shape
shoes
Overshoes or galoshes - a rubber covering placed over shoes for rain and
snow protection
Shoe bag - a bag that protects shoes against damage when they are not
being worn
Shoe stretcher - a tool for making a shoe longer or wider or for reducing
discomfort in areas of a shoe
Types of shoes
Dress and casual shoes
Dress shoes are categorized by smooth and supple leather uppers, leather soles,
and narrow sleek shape. Sturdy leather uppers, non-leather outsoles, and wide
profile characterize casual shoes.
Some designs of dress shoes can be worn by either gender. The majority of
dress shoes have an upper covering, commonly made of leather, enclosing most
of the lower foot, but not covering the ankles. This upper part of the shoe is often
made without apertures or openings, but may also be made with openings or
even itself consist of a series of straps, e.g. an open toe featured in women's
shoes. Shoes with uppers made high to cover the ankles are also available; a
shoe with the upper rising above the ankle is usually considered a boot but
certain styles may be referred to as high-topped shoes or high-tops. Usually,
laces or zippers secure a high-topped shoe, although some styles have elastic
inserts to ease slipping the shoe on.
Shoes made from real crocodile skin, in a conservation exhibit at Bristol Zoo,
England
Men's shoes
Men's shoes can be categorized by how they are closed:
Balmorals - the vamp has a V-shaped slit to which the laces are attached;
also known as "closed lacing." In England, the balmoral is known as the
Oxford. American clothing companies to market shoes that are not
Oxfords, such as rubber-sole bluchers, use the word Oxford.
Various other closings exist but are less popular such as side-elastic closings.
Men's shoes can also be decorated in various ways:
10
Cap-toes - has an extra layer of leather that 'caps' the toe. This is possibly
the most popular decoration
Wing tips - The toe of the shoe is covered with a perforated panel, the
wing tip, which extends down either side of the shoe. Wing tips can be
found in both balmoral and blucher styles. In England this is called a
brogue.
Women's shoes
There are a large variety of shoes available for women. Some broad categories
are:
Pumps, known in the US as ballerinas or skimmers, are shoes with a very low
heel and a relatively short vamp, exposing much of the instep. They are popular
for warm-weather wear, and may be seen as more comfortable than shoes with a
higher heel.
High heels may be shoes with heels 2 inches (5 cm) or higher. They are often
seen as having more sex appeal than low heels (see article for discussion) and
are thus commonly worn by women for formal occasions or social outings.
Sneaker boot and sneaker pump - a shoe that looks like an athletic shoe,
but is equipped with a heel, making it a kind of novelty dress shoe
Boots - Long shoes (covering the ankle) frequently made of leather. Some
are designed to be used in times of bad weather, or simply as an alternate
style of casual or dress wear. Styles include rubber boots and snow boots,
as well as work boots and hiking boots.
11
Athletic shoes
Men's and women's athletic shoes and special function shoes often have less
difference between the sexes than in dress shoes. In many cases these shoes
can be worn by either sex. Emphasis tends to be more on function than style.
Golf shoes - with "spikes" for better grip in grass and wet ground.
Originally the spikes or "cleats" were made of metal but replacable "soft
spikes" made of synthetic plastic-like materials with prongs distributed
radially around the edge of each spike are much more common today
(and are required on many golf courses since they cause less damage to
the greens)
Climbing shoes, also known as hiking shoes or boots - usually have a high
somewhat stiff upper with many lace eyelets, to provide ankle support on
uneven terrain, with extra large traction on the sole.
Walking shoes - have a more flexible sole than the running shoe, lighter in
weight than the hiking boot, may have air holes, may not be water proof.
12
Skating shoes - typically called skates. They have various attachments for
skating on the bottom of the shoe portion.
Ice skates
Roller skates
Inline skates
Ski boot - a large, thick plastic boot specially designed for attachment to
the ski.
Cycling shoes are equipped with a metal cleat to interface with clip less
pedals, as well as a stiff sole to maximize power transfer and support the
foot.
Orthopedic shoes
Orthopedic or "comfort" shoes are made with pedorthic and anatomically-correct
comfort qualities, such as padded removable foot beds, wide toe boxes and arch
support are made especially for those with problematic feet.
Dance shoes
Pointe shoes - shoes designed for ballet dancing, which have the toe box
stiffened with glue and a hardened sole so the dancer can rise on the tips
of her (or his) toes
13
slippers. They are most commonly pink, white, black, or pale tan, although
they may be made in specialty colors such as red or blue.
Character shoes - shoes with a 1"-3" heel, which are usually made of
leather, and often have one or more straps across the instep to secure the
foot during dance. They may come in soft-soled (suede) or hard-soled
varieties. They may be adapted into tap shoes by attaching taps.
Work shoes
Work shoes are designed to stand heavy wear, to protect the wearer, and
provide high traction. They are generally made from sturdy leather uppers and
non-leather outsoles. Sometimes they are used for uniforms or comfort by
nurses, waitresses, police, military personnel, etc. They are commonly used for
protection in industrial settings, construction, mining, and other workplaces.
Protective features may include steel-tipped toes and soles or ankle guards.
Historical shoes
Footwear has been worn for tens of thousands of years. Shoes of the past
include:
Espadrilles: these sandals, which are still worn today, are found as early
as the 14th century.
Maintenance
Breaking-in - Some shoes are made of hard but deformable material. After
a person wears them multiple times, the material reforms to fit the
wearer's feet. The person is said to have broken in the shoes.
Heel replacement - heels periodically wear out. Not all shoes are designed
to enable this.
Sole replacement - soles also wear out. Not all shoes can have their soles
replaced.
Shoelace replacement.
When unfit for use, shoes can be treated as trash or municipal solid waste
and disposed of. The exception can be with most athletic sneakers which
can be recycled and turned into other raw materials. See Nike Grind as an
example.
15
MARKETING MIX
PRODUCT
FUNCTIONALITY
FEATURES
Light weight
16
BRAND
WOODLAND
WARRANTY
For 1 year
17
PRICE
Price of shoes is totally based on the relative prices of the other available brands
in the market
Lakhani
Action
Liberty
Bata
M&B
Nike
Reebok
Addidas
Red tape
Lomani
Wood land
Puma
Austin, etc.
Out pricing polices will be based on value based pricing and competitive
based pricing,
We wont be using price skimming technique as it is only for the technical
products.
18
Since our quality of product is good and we have number of different features
provided there in the price ranges from 1500 to 5000.
PLACE
WHERE WE ARE LOCATED
Rajisthan.
Uttar Pradesh
Daman etc
LOCATIONS ( for distribution)- trying to cover major urban and sub urban areas
of:
Delhi
U.P
Maharastra
Bihar
West Bengal
Andhra Pradesh
Tamil nadu
Madhya Pradesh
19
Rajasthan
Karnataka
Gujarat
Orrisa
Kerala
Punjab
Harana
Chhattisgarh
Uttaranchal
Goa
Arunachal Pradesh
Mizoram
Pondicherry
Jodhpur
PROMOTION
ADVERTISING
Visual media
PUBLIC RELATIONS
20
PEOPLE
PHYSICAL DISTRIBUTION
CHANNELS OF DISTRIBUTION
Factory
C&F
Retailers
Customers
21
PACKAGING
Logo is printed on the top leaf of the box with red color
No usage of poly bags either inside for packing and for disposing off to the
customers
Fitting tips
The right socks
When trying on shoes, make sure you are wearing the appropriate socks. For
instance, if you are trying on boots that you would wear with heavy socks, don't
try them on with thin nylons.
The right time
The best time to try on shoes is usually at the end of the day, when your feet are
most swollen. The point of waiting until the end of the day is to make sure that
the footwear can fit you at your widest-- kind of a "worst case scenario" check.
The right foot
The first shoe you try on should be for your larger foot. For most people, their
larger foot is the opposite from the hand they write with. For example, if you're
right handed, your left foot might be bigger. Always fit the pair of shoes to this
foot.
22
Smooth leather has a soft surface with tiny pores, it can be shiny or
matt.
In India, synthetic materials and fabrics are used for the uppers and insole or
lining of a shoe.
2 most frequent used synthetic material used besides textile:
PVC
Polyvinyl chloride is flexible material that is chemically non-reactive. PVC accepts
paints and performs well under most silk-screening processes have high
strength. It's weather resistance, and odorless.
PU
Polyurethane is a flexible and soft material that sometimes looks like leather.
Very light but does not have a long lasting shelve life. Will tends to bio-degrade
itself after 2-3 years into small molecular powder.
Symbols on shoes
A wide range of materials and combinations are used to produce footwear
nowadays. Leather, rubber, synthetic materials and fabrics are all mainly used for
the uppers. Each material has its own specific features, not only in appearance
but also in properties, performance and treatment. The type of material used has
an important influence on how long the item lasts and, often, dictates the
recommended use. However, the natural material that is most widely used for
footwear is LEATHER. Leather breathes, it is soft, it has good impact resistance,
it adapts perfectly to your feet. There are various main types:
Smooth leather has a soft surface with tiny pores, it can be shiny or matt.
Drummed leather has a very soft and lined surface.
Patent leather has a very smooth and shiny surface; it is easily damaged, due
to chemical substances, to frost.
Nubuck is similar to suede and is easily marked even if you touch it lightly
24
Sole
Lining
Materials
Leather Smooth leather Textile Other materials
Customer promise .
Product presentation
All the items are clearly marked with the price, size and description of the
materials used to make the product, thus saving you time and making your
choice easier.
25
SPECIAL ATTRACTIONS
26
Applying Pressure: Apply moderate to firm pressure on St 36. Hold the pressure
for one minute. This point can also be stimulated either with the heel of your
opposite foot, or with your fingers.
4. (Lv 3, Bigger Rushing)
Traditional Oriental medicine practitioners believe that hypertension is intimately
connected with blockages in the liver meridian. Lv 3 exerts a powerful, beneficial
influence on all aspects of the body associated with the liver meridian.
How To Locate Lv 3: This point is located on the top of your foot, between the big
toe and second toe.
Start at the web margin of skin between the two toes. Now slide your index finger
up between the bones until you feel a depression about 1/2 inch up.
Applying Pressure: Using your index finger, press between the bones. Start with
light pressure. Increase the pressure gradually as much as you can tolerate or
until you are using moderate to firm pressure. Press for about 1 minute.
5. (Kd 1, Bubbling Spring)
How to Locate Point: Kd 1 is on the sole of the foot between the second and third
toe bone, two thirds of the distance from the heel to the base of the second toe.
It's just below the ball of the foot.
27
SEGMENTATION PROCEDURE
SEGMENT A market segment consists of a group of customers who share a
similar set wants.
The marketer does not create the segments; the marketers task is to identify the
segments and decide which one(s) to target. Segment marketing offers several
benefits over mass marketing. We at Woodland shoes believe that we can create
a more fine-tuned product or service offering and price it appropriately for the
target segment.
BASIS OF SEGMENTATION
28
29
PRICING STRATEGY
Out pricing polices will be based on value based pricing and competitive
based pricing,
Since our quality of product is good and we have number of different features
provided
FORMAL SHOES
INFORMAL
SHOES
Men
Women
Kids
30
The five forces modal of Porter is an outside-in business unit strategy tool that is
used to make an analysis of the attractiveness (value) of an industry structure.
The Competitive Forces analysis is made by the identification of 5 fundamental
competitive forces:
The entry of competitors -It basically deals with figuring out how easy or
difficult is it for new entrants to starts to compete, what kind of barriers do
exist, etc.
The threat of substitutes It deals with analyzing how easily can our
product or service be substituted, especially by cheaper versions.
The bargaining power of buyers- how strong is the financial position of the
buyers.
31
Value Chains
Michael Porter first developed the concept of value chains in his work on
competitive advantage. Since then, there has been a considerable amount of
work to expand on Mr. Porters original concepts. Value chain analysis, along
with supply and demand chain analysis, are staples of modern business
management.
Value chain and value coalition analysis is a business design approach that
defines processes based on economic value to a customer.
value of the
To illustrate the
A work activity based approach is a process design based purely on some set of
activities supporting a workflow.
32
Functional Organization
This approach involves the top down organization of functions based on types
of activities, e.g., finance, marketing, and engineering.
This approach is
based activities, especially in the case of a value chain based process design,
will better align your enterprise to its customers.
Using the value chain approach, processes that provide direct value to the
customer are modeled first. Derivative processes that support the value chain
processes are modeled to support the value chain. The general concept is that
by defining your enterprise around the revenue producing value chain processes,
the enterprise will be more effectively aligned with its customers needs.
33
Provide Quotes
Customer
Channels
Sales
Force
Call
Center
G2G
Exchange
Provide Aggregate
Pricing
Develop Sourcing
Strategies
Process Orders
Dispose of Gov.
Assets
Procure P roducts or
Services
Process Payments
B2G
Exchange
Acct Reps
Support
Staff
Suppliers/
Vendors
Manage Projects
K ey:
O ut of scope in Phase 1
Purchasers
Provide Logistics
34
customer is willing to pay more than the sum of the costs of all activities in the
value chain.
The value chain method has been extended to include the value coalitions,
which recognizes that some processes need to allow greater flexibility. The value
coalition model recognizes that value is often created by the simultaneous
interaction of several units:
35
Marketing
Production
R&D
CUSTOMERS
In the above illustration, R&D, Marketing, Production and Customers all are
viewed as working together to add value. Problems arising in the value coalition
model thus involve several units and requires their simultaneous participation to
find solutions.
36
Hierarchy of Performance
C
O
M
P
L
E
X
I
T
Y
15
37
CONSUMER BEHAVIOUR
Effective marketing requires insight into consumers mind. It ensures that the
right product are conceived, produced & offered to the right consumer in the right
way.
What influence consumer behavior: - There are 3 factors that influence consumer
behavior:
1. Cultural factor
- Culture
- Sub culture
- Social life
2. Social factors
-Reference group
-Family
-Roles & Statuses
3. Personal factors
-Age & stage in
the life cycle
-Occupation &
Economic
circumstances
-Personality & self
concept
-Lifestyle & values
38
Social life: All of the human societies have any social life. Social classes
have several characteristics. First one social classes differ in dress, speech
pattern, and many other characteristics. Second one, persons are perceived as
occupying inferior or superior positions according to social classes. Third, social
classes indicated by a cluster of variable for example, occupation, income,
wealth, education & value system etc. And fourth one individual can move up and
down the social-class ladder during the lifetime.
Social classes show distinct product & brand preferences in many areas
including clothing, home furnishing, leisure activities and automobiles. For
example
KELLOGG INDIA : Kellogg cornflakes : Indian consumer use hot milk {Firstly
failed.}
GE FINANCIAL : Hispanic community (from Spain) : 2 years research, Spanish
language call centre, launch web-site, tapped bilingual agents in key cities to sell
GE product.
39
40
Motivation: A motive is a need that is sufficient pressing to drive the person to act.
Three of the best known theories of human motivation:
peoples behavior is largely unconscious and that a person cant fully understand
his or her own motivation. A technique is called laddering can be used to trace a
persons motivation from the stated instrumental ones to the more terminal ones.
Then the marketer can decide at what level to develop the message & appeal.
driven by particular need at particular time. Why does one person spend
considerable time & energy on personal safety? This theory helps marketers
understand how various products fit into the plans, goals & lives of consumers.
HERZBERGS Theory: - Fredrick Herzberg develop a two factor theory that tell
between Dissatisfiers (factor that cause dissatisfaction) & Satisfier (factor that
cause satisfaction). The absence of Dissatisfiers is not enough; Satisfier must be
present to motivate a purchase. Ex.-
41
This theory has two implications. First, seller should do their best to avoid
dissatisfiers & Second, the sellers should identify the major satisfier or motivator of
purchase in the market & supply them.
Selective distortion : It is the tendency to interpret inf. in a way that will fit our
preconceptions. It can work to the advantage of marketers with strong brand
when consumers distort neutral brand inf. to the it more positive.
Selective retention : People will fail to register much inf. to which they are
exposed in memory but will tend to retain inf. that supports their attitudes &
beliefs Because of selective retention. It means we are like to remember
goods points about a product which we like & forgot good points about the
competitors.
42
Consumer
Psychology
Marketing
stimuli
Other stimuli
-Product &
services
- Price
-Distribution
&
Communication
-Economic
-Tech.
-Political
- Cultural
-Motivation
-Perception
-Learning
-Memory
Buying decision
process
-Problem
recognition
- Inf. search
-Evaluation of
alternatives
Consumer
Characteristics
-Purchase
decision
-Post purchase
behavior
-Cultural
-Social
- Personal
Purchase decision
-Product choice
-Brand choice
-Dealer choice
-Purchase amt.
-Purchase
timing
-Payment method
43
Learning theory teaches marketer that they can build demand for a product
by using motivating cues & providing +ve reinforcement.
Problem
Recognition
Information
search
Evaluation
of
alternatives
Purchase
decision
Post
purchase
behavior
Problem recognition : The buying process starts from the problem recognition.
The can be triggered by the internal or external stimuli. For ex.
Beliefs & attitudes : Through experience & learning, people acquire beliefs
& attitudes. These influence buying behavior. A belief is a thought that a
person hold about something. And an attitude is persons enduring favorable
45
Purchase
decision
Attitudes
of others
Unanticipated
situational factor
Purchase
intention
Evaluation of
alternatives
46
47
Colou
-rful
Upbeat
Sunshi
-ne
Fun
Singles
Nutriti
-on
Fruits
DOLE
Healthy
Female
Freshness
Contem
-porary
Pineapple
Innovative
Escape
Refres
-hing
Useful
48
COMPANY
PROFILE
49
50
In Woodland Catalog we strive to feature the full range of items with the Smokey
Bear and Woodsy Owl emblems that can be bought and sold. Some items, called
"campaign materials" by the USDA Forest Service, are considered as "giveaways" only and we are not allowed to sell those. They are available from ranger
stations and state forest offices.
Our catalog has grown from 8 pages and one color in 1985 to its current 56
pages in full color. We mail it nationally twice a year. Eventually the business
outgrew our house so we purchased a building on Main Street in Moscow in
1996. To take advantage of the building's storefront and off-street parking, a
small forest fire museum was created for visitors in 1997.
Walter, Dawn and Julianna. Husband Jim likes to be
behind instead of in front of the camera!
In 2002, we purchased an existing downtown business called Northwest
Showcase and moved it from its former location to our storefront. Northwest
Showcase features the work of about 70 of the finest local and regional artists
who are carefully selected based on the quality of their work and their
dependability as a supplier. We also carry some pertinent books and an
assortment of Moscow and idaho memorabilia.
Our customers appreciate the opportunity to buy high quality artist's products
year-round and many vacationers go out of their way to visit the home of the
world's largest assemblage of Smokey Bear items. We're open six days a week
and our friendly staff will be happy to see you! We even maintain a large supply
of local tourism information and Jim is our resident expert on Lewis and Clark
who passed this way in 1805 and 1806. Check out his book, Across the Snowy
Ranges - The Lewis & Clark Expedition in Idaho and Western Montana in our
shopping pages. And by all means, plan to stop in when in the Moscow area.
51
Woodland Enterprises
310 N Main St.
Moscow, ID 83843
Contact: Dawna Fazio, Manager smokey@smokeybeargifts.com
Telephone: 208/882-4767
Facsimile: 208/882-0373
1960: Aero club started as a small manufacturing unit in Delhi. They were
among the first to export shoes to the U.S.S.R
52
Asian Countries. Opened offices in China and Hong Kong, facilitating the
heavy domestic demand for new products and development.
2007: Total No. of exclusive showrooms targeted to touch the two
hundred mark.
Indian shoe market is one of the most dynamic markets in the world. Although
there are different valuations about the Indian Shoe Market. It is estimated to be
worth around Rs 11000 crores. The market is traditionally price driven and
dominated by the unorganized sector.
What does woodland stands for?
The answer is simple the spirit of adventure, of course. The advertising has been
created specifically to communicate this spirit to everyone. And to encourage
them to keep exploring and keep discovering. Woodland not only believes in
making the best quality products but also creating outstanding communication
ideas. Its no wonder then that Woodland advertisement have been widely
recognized in India and abroad. Woodland is an Indian Brand and they have
done it with Indian Footwear. In a market dominated by sports and leather shoes
Woodland created a category for itself. Woodland never wanted to be an ordinary
shoe so till now this brand is concentrating on the premium end (above Rs 1500
shoes) of 2000 crore casual shoe segment. Woodland targets the up market
segment and is positioning itself as a rugged high quality premium casual shoe. It
can be called as SUV of Indian shoes. The ads are catchy and tempting.
The logo of Woodland was a status symbol during the nineties. The brand is
excellent in quality and styling. The brand carefully presented itself as an outdoor
trekking kind of shoe which captured the imagination of Indian youth True to its
price, the brand delivered its promise on quality which ensured that the brand is
perceived as a value for money brand. Woodland has extended itself to
accessories and apparels. Earlier Woodland tried its hand in the formal shoe
category with the brand Woods but it did not make much impact in that market.
The careful branding has helped the brand to garner about 40% of the premium
casual shoe market. But this market is witnessing lots of competition with global
53
brands flexing its muscle in India. Woodland is a household brand with over 200
exclusive stores across the Indian Sub-continent in addition to a distribution
network covering over a thousand stores across the country.
Price of woodland shoes starts from Rs 1000 onwards. These shoes are very
beautifully designed and fashionable. These shoes are available for around Rs
1450 and the purchase is worth of quality.
Woodland offers
you a wide variety of trendy and fashionable shoes. You could be sure to acquire
stone & pearl worked sandals best suited to your occasion and kids shoes are
also available in different colures like red, velvety-brown, white, blue etc. but they
are priced high.
54
classically
manufactured for the toughest meanders. Due to its longevity and durability
woodland shoes are preferred by those who dont believe in frequent changing of
shoes.
Woodland shoes also provide the customers with padded layers in the shoes in
order to provide much more comfort than other shoes.
In some of there models woodland shoes also provide fabric linings for soothing
experience to there customers. This is a unique feature of there shoes.
Incredible range:
Woodland shoes also provide incredible range of shoes to there customers so,
that they can have a variety of choice.
55
56
Formal shoes:Woodland has a wide variety of formal shoes starting from Rs. 1445 onwards.
These shoes are light in weight, comfortable and attractive.
Price : 2495.00
Casual shoes:Woodlands casual shoes are more in demand among the youths. They provide
good quality, comfort and classic look to their customers. These shoes are
available for Rs.1145 onwards. Shoes are available in full size from 1 to 13.
ShopID :2742
Rs.2395
57
Athletic shoes:These shoes are beautifully designed and they provide ankle coverage,
lightweight and durability to their customers. Shoes are available for Rs.1545
onwards.
ShopID :7738
Rs.2795
Velvette shoes:These shoes are more in demand by the ladies as these shoes are beautifully
designed with Velcro closure and elastic back. These shoes are available for Rs.
1645 onwards.
Price : 2850.00
58
Trekking shoes:Trekking shoes are the most known shoes in the market. These shoes have
excellent foot grip. They also provide good cushioning and deep treaded sole for
all terrains, dust, mud, ice, water. These shoes are available for Rs 1595
onwards
ShopID :3647
Rs.2695
Narrow edge shoes:Narrow edge shoes are very in now days. These are easy pointy shoes made out
of swed leather, which looks accurate at normal distance. They are not as difficult
to walk in as it looks. These shoes are available for Rs. 1945 onwards.
ShopID :7736
Rs.2795
59
Sandals:These sandals are stylish in design with fantastic colours option, well padded
soles and great grip. The company uses smooth and exotic leather for making of
this shoe. They are available for Rs. 1495 onwards.
ShopID :6667
Rs.2195
Baby shoes:Woodland also has a good variety of baby shoes. They provide
Multi coloured kids shoes with attractive looks. These shoes are very
comfortable with a soft fabric lining sole. These shoes are available for Rs. 995
onwards.
RS: 1195.00
60
61
The company is also considering strategic tie-ups and outsourcing work to some
partners in the southern states.
62
Woodland forward in all its endeavors. It is this belief that has taken Woodland
beyond Indias borders and into the forefront of global outdoor products. And it is
these beliefs that will help Woodland push the frontiers of the style and quality to
bring you only the best. With a number of showrooms already opened and
opening in cities around the world, Woodland is truly becoming a global brand.
Now, without losing focus on its Indian customer, the company has once again
set its eyes back on the international market, this time through its powerful retail
brand Woodland. In the very near future, consumers around the world will be
able to buy Woodland products available in cities beyond the Indian Subcontinent.
Following are the countries in which woodland brand have established their
market:-
Canada
63
Europe
Servicing the German, French, Italian markets and prominent brands and
wholesalers by the export wing of the group.
64
Adidas
Introduction
Adidas is a German sports apparel manufacturer, part of the Adidas-Salomon
Corporation. Adidas was named after its founder, Adolph (Adi) Dassler, who
started producing shoes in the 1920s in Herzogenaurach near Nuremberg with
the help of his fellow friend Cody. It registered as Adidas AG on 18 August 1949.
The company's clothing and shoe designs typically include three parallel stripes
of the same color, and the same motive is incorporated into Adidas' official logos.
Competitors
Rudolf Dassler, Adies brother, founded a rival company, PUMA the chief
competitors of Adidas are Puma and Nike. In August 2005, the company
announced that it had made a deal to acquire rival Reebok for $3.8 billion. The
acquisition would increase its market share in North America and allow it to
further compete with Nike. This will propel Adidas to the number two spot in the
foot apparel market behind Nike. Adidas' trademark saying is 'impossible is
nothing'.
Enhancement
In the 1980s, Adidas sneakers became popular amongst teenagers and young
men. The Adidas sneaker was popularized by the Run DMC song "My Adidas"
and became a huge fashion trend.
The Tapie affair the history of the company as presented by its official web site is
incomplete, perhaps because it is indirectly linked to financial scandals. After a
period of serious trouble following the death of Adolf Dassler's son Horst Dassler
in 1987, the company was bought in 1990 by Bernard Tapie, for 1.6 billion
French francs ($320 million), which Tapie borrowed. Tapie was at the time a
famous specialist of rescuing bankrupt companies, a business on which he built
his fortune.
Tapie decided to move production offshore to Asia. He also hired Madonna for
promotion.
65
In 1992, Tapie was unable to pay the interest from his loan. He mandated the
Credit Lyonnais bank to sell Adidas, and the bank subsequently converted the
outstanding debt owed into equity of the enterprise, which was unusual for thencurrent French banking practice. Apparently, the state-owned bank had tried to
get Tapie out of dire financial straits as a personal favor to Tapie, reportedly
because Tapie was a minister of Urban Affairs (ministre de la Ville) in the French
government at the time.
In February 1993, Credit Lyonnais sold Adidas to Robert Louis-Dreyfus, a friend
of Bernard Tapie (and cousin of Julia Louis-Dreyfus from the Seinfeld TV series),
for a much higher amount of money than what Tapie owed, 4.485 billion francs
rather than 2.85 billion. Forgetting why the bank actually bought Adidas, Tapie
later sued the bank, because he felt spoiled by the indirect sale.
Robert Louis-Dreyfus became the new CEO of the company. He is also the
president of the Olympique de Marseille football team, to which Tapie is closely
linked.
Tapie went bankrupt himself in 1994. He was the object of several lawsuits,
notably related to match fixing at the football club. He spent 6 months in La Sant
prison in Paris in 1997 after being sentenced to 18.
In 2005, French courts awarded Tapie a 135 million euro compensation (about
886 million francs).
Post-Tapie era
In 1997, Adidas AG acquired the Salomon Group, and its corporate name was
changed to Adidas-Salomon AG.
66
ADIDAS
Type Public
Founded 1949
Location Herzogenaurach, Germany
Key people Adolph Dassler, founder
Herbert Hainer, CEO
Robin Stalker, CFO
Andreas Gellner, Managing
Director, India
Industry Textile
Products Footwear
Accessories
Revenue
Website www.adidas-group.com
In 2003, Adidas filed a lawsuit in British court challenging Fitness World Tracings
use of a two-stripe motif similar to Adidas's three stripes. The court ruled that
67
despite the simplicity of the mark, Fitness World's use was infringing because the
public could establish a link between that use and Adidas's mark.
In 2005, Adidas introduced the Adidas 1, the first ever production shoe to utilize a
microprocessor. Dubbed by the company "The World's First Intelligent Shoe" it
features a microprocessor capable of performing 5 million calculations per
second that automatically adjusts the shoe's level of cushioning to suit its
environment. The shoe requires a small, user replaceable battery that lasts for
approximately 100 hours of running. It currently retails for $250 (USD). The latest
edition adidas 1.1 has been selling since Nov 2005. This is considered an
upgrade of the version 1, claiming to be better, faster and stronger.
Also in 2005, on May 2, Adidas told the public that they sold their partner
company Salomon Group for 485 mn Euros to Amer Sports of Finland.
In August 2005, Adidas declared its intention to buy Anglo-American rival
Reebok for US$ 3.8 billion. This takeover was completed in August 2005 and
meant that the company will now have closer business sales as those of Nike in
Northern America. The acquisition of Reebok will also allow Adidas to compete
with Nike worldwide. World Cup 1954When West Germany miraculously won the
soccer 1954 World Cup, their footwear was supplied by Adidas. These shoes
introduced a technological breakthrough: studs with screws. When the weather
was good and the pitch was hard, the shoes were equipped with short studs;
when it rained; longer studs were screwed on the bottom of the shoes. As the
final game against the highly-favored team from Hungary was played in heavy
rain, this gave the German players a firmer hold on the slippery pitch.
This anecdote was a plot device used in the successful German film, Das
Wunder von Bern, which was a movie version of the 1954 World Cup.
68
Official World Cup supplier Since the 1970 FIFA World Cup with the football
Telstar, Adidas has been the FIFA official match ball supplier for every FIFA
World Cup and designs the official match ball for every edition of the event.
REEBOK
69
Introduction:
Reebok is the world's third-largest maker of sneakers, athletic shoes and sports
apparel. Goods are sold under the brands Reebok, Rockport and Greg
Norman Collection. Reebok is also the official outfitter of the NFL and has an
exclusive deal to supply NBA jerseys beginning this season.
Reebok announced in July it will merge with German sporting apparel company
adidas-Salomon in a deal valued at $3.8 billion. The merger is expected to be
completed by the first half of 2006 and will create the second-largest sporting
goods company behind Nike with $11 billion in revenues.
Adidas will maintain its corporate headquarters in Germany and its North
American headquarters in Portland, OR. Paul Fireman will remain as Chief
Executive Officer of Reebok International Ltd. and will continue to lead the
Reebok team. Reebok will continue to operate under its name and will retain its
headquarters in Canton, MA.
In fiscal 2004, Reebok had net income of $192.4 million and sales of $3.7 billion
Brief history:
Reebok's origins go back to 1895 when Joseph William Foster made running
shoes with spikes in them. He formed a company called J.W. Foster and Sons
which made shoes for top runners. The family-owned business made the shoes
for athletes in the 1924 Summer Olympics.
In 1958, two of the founder's grandsons started a companion company that came
to be known as Reebok, named for an African gazelle.
In 1979, Paul Fireman, a partner in an outdoor sporting goods distributorship,
spotted Reebok shoes at an international trade show. He negotiated for the
North American distribution license and introduced three running shoes in the
U.S. that year. At $60, they were the most expensive running shoes on the
market.
By 1981, Reebok's sales exceeded $1.5 million, but a dramatic move was
planned for the next year. In 1982, Reebok introduced the first athletic shoe
70
designed especially for women; a shoe for a hot new fitness exercise called
aerobic dance. The shoe was called the Freestyle, and with it Reebok anticipated
and encouraged three major trends that transformed the athletic footwear
industry: the aerobic exercise movement, the influx of women into sports and
exercise and the acceptance of well-designed athletic footwear by adults for
street and casual wear
Reebok went public in 1985.
Benefits:
MEDICAL INSURANCE Employees who work at least 20 hours per week are
eligible to join our group medical plans after one month of employment. We
currently offer three health plans (depending on your geographical location) so
that you may choose the plan that best suits your needs. All of our plans have
prescription drug coverage.
DENTAL INSURANCE (For both New England and Non New England: Delta
Dental)
Employees who work at least 20 hours per week are eligible to join our group
dental plan after one month of employment. We currently offer two dental options
so that employees may choose the plan that best suits their needs.
GROUP LIFE INSURANCE & AD&D (Prudential)
Full-time employees. We currently offer $10,000, one times an employee's base
pay or two times an employee's base pay; supplemental life up to $300,000. The
maximum coverage for Life and AD&D are $500,000 each.
LONG-TERM DISABILITY (Prudential)
Full-time employees. Coverage begins on the 91st day of disability. We offer
three different levels of coverage - 50%, 60% and 70% of base earnings.
SHORT-TERM DISABILITY
Full-time employees. Coverage equals 100% of base earnings for up to 90 days.
71
72
EDUCATIONAL ASSISTANCE:
Full-time employees are immediately eligible for educational assistance.
Undergraduate, graduate and continuing education classes must be preapproved and must be both job related and required to enhance job
performance. Reebok International Ltd. reimburses up to 100% of tuition costs,
providing a "C" or better is earned. The maximum reimbursement for the
calendar year is $10,000 for graduate programs and $5,250 for undergraduate
programs, which includes books and materials.
DEPENDENT CARE AND MEDICAL CARE REIMBURSEMENT ACCOUNTS
Full-time employees may elect to defer pre-tax dollars to be used to reimburse
qualified dependent care and medical care expenses.
LIFE BALANCES RESOURCES
Free to employees. A nationwide service designed to assist employees with
information and resources to balance the demands of work and personal life
including finding quality, near-site day care.
EMPLOYEE ASSISTANCE PROGRAM
Free to employees and their families. Confidential counseling on personal issues.
EMPLOYEE DISCOUNTS
Employees and their families are able to purchase quality Reebok, Greg Norman
73
74
NIKE (US)
Introduction:
Nike is the world's #1 manufacturer and marketer of athletic footwear and
apparel. Almost out of the blue, the company established itself as one of the
world's most familiar brands during the 1980s and 1990s. As familiar as a Coke
bottle or Big Mac, the Nike "swoosh" logo came to symbolize not just sports
culture, but street culture, as the appeal of the star players who endorsed the
brand was carried onto city streets. The approach of the new century set Nike
new problems. Trainers went (briefly) out of fashion, economic slowdown and
labour problems hit Asian performance. But the group has bounced back,
retaining its iron grip on the sporting apparel sector and still undisputed leader in
sports-oriented street wear.
The Ad brands Company Profile of Nike summarizes the company's history and
current operations and also contains the following website links:
HISTORY OF NIKE:
NIKE, pronounced NI-KEY, is the winged goddess of victory according to Greek
mythology. She sat at the side of Zeus, the ruler of the Olympic pantheon, in
Olympus. A mystical presence, symbolizing victorious encounters, NIKE presided
over history's earliest battlefields. A Greek would say, "When we go to battle and
win, we say it is NIKE." Synonymous with honored conquest, NIKE is the
twentieth century footwear that lifts the world's greatest athletes to new levels of
mastery and achievement. The NIKE 'swoosh' embodies the spirit of the winged
75
Goddess who inspired the most courageous and chivalrous warriors at the dawn
of civilization. (From Nike Consumer Affairs packet, 1996)
The Swoosh
The SWOOSH logo is a graphic design created by Caroline Davidson in 1971. It
represents the wing of the Greek Goddess NIKE. Caroline Davidson was a
student at Portland State University in advertising. She met Phil Knight while he
was teaching accounting classes and she started doing some freelance work for
his company. Phil Knight asked Caroline to design a logo that could be placed on
the side of a shoe. She handed him the SWOOSH, he handed her $35.00. In
spring of 1972, the first shoe with the NIKE SWOOSH was introduced.....the rest
is history! (From Nike Consumer Affairs packet, 1996)
The Nike athletic machine began as a small distributing outfit located in the trunk
of Phil Knight's car. From these rather inauspicious beginnings, Knight's
brainchild grew to become the shoe and athletic company that would come to
define many aspects of popular culture and myriad varieties of 'cool.'
Nike emanated from two sources: Bill Bower mans quest for lighter, more
durable racing shoes for his Oregon runners, and Knight's search for a way to
make a living without having to give up his love of athletics. Bower man coached
track at the University of Oregon where Phil Knight ran in 1959. Bower mans
desire for better quality running shoes clearly influenced Knight in his search for
a marketing strategy. Between them, the seed of the most influential sporting
company grew.
The story goes like this: while getting his MBA at Stanford in the early '60s,
Knight took a class with Frank Shallenberger. The semester-long project was to
devise a small business, including a marketing plan. Synthesizing Bower mans
attention to quality running shoes and the burgeoning opinion that highquality/low cost products could be produced in Japan and shipped to the U.S. for
distribution, Knight found his market niche. Shallenberger thought the idea
interesting, but certainly no business jackpot. Nothing more became of Knight's
project.
76
Cut to 1963. Phil Knight traveled to Japan on a world-tour, filled with the
wanderlust of young men seeking a way to delay the inevitable call of
professional life. Seemingly on a whim, Knight scheduled an interview with a
Japanese running shoe manufacturer, Tiger--a subsidiary of the Netsuke
Company. Presenting himself as the representative of an American distributor
interested in selling Tiger shoes to American runners, Knight told the
businessmen of his interest in their product. Blue Ribbon Sports--the name
Knight Thought of moments after being asked who he represented--was born.
The Tiger executives liked what they heard and Knight placed his first order for
Tigers soon thereafter.
By 1964, Knight had sold $8,000 worth of Tigers and placed an order for more.
Coach Bower man and Knight worked together, but ended up hiring a full-time
salesman, Jeff Johnson. After cresting $1 million in sales and riding the wave of
the success, Knight ET. Al. devised the Nike name and trademark Swoosh in
1971.
By the late '70s, Blue Ribbon Sports officially became Nike and went from $10
million to $270 million in sales. Katz (1994) describes the success via Nike's
placement within the matrix of the fitness revolution: 'the idea of exercise and
game-playing ceased to be something the average American did for fun,' instead
Americans turned to working out as a cultural signifier of status. Clearly, the
circumstances surrounding the shift are not this simple; it is one of the aims of
this project to discover other generators of popular attention to health.
If Nike didn't start the fitness revolution, Knight says, "We were at least right
there. And we sure rode it for one hell of a ride" (Katz, 66). The 80s and 90s
would yield greater and greater profits as Nike began to assume the appearance
of athletic juggernaut, rather than the underdog of old. "Advertising Age" named
Nike the 1996 Marketer of the Year, citing the "ubiquitous swoosh...was more
recognized and coveted by consumers than any other sports brand--arguably
any brand" (Jensen, 12/96). That same year Nike's revenues were a staggering
77
$6.74 billion. Expecting $8 billion sales in fiscal 1997, Nike has targeted $12
billion in sales by the year 2000. And all from the back of a car.
Few can question Nike's financial hegemony. But nearly $7 billion in revenues
clearly begs the question, what sells these shoes? It is my assertion that Nike's
power to sell comes from deep-rooted yearnings for cultural inclusiveness and
individual athletic accomplishment. These seemingly paradoxical desires collide
in consumers hearts and minds and produce the unyielding zeal for Nike shoes
and apparel. Unfortunate effects of this zeal can be found in the rash of Nike
apparel killings in 1991 and the profusion of Nike appeals to these disparate
elements of Americans' personalities through an advertising philosophy that is, at
once, simple and sublime. In addition, Nike's practices of top-level athletes
promoting their products appeal to countless ages and creeds as a way to
identify with and emulate their athletic heroes. These forces work powerfully
upon the individual consumer, but one should not lose sight of the cultural
context in which the individual moves.
78
COMPETITION ANALYSIS
BATA
: High quality, comfortable and stylish shoes.
: Available in Europe and leading stores of asia & the middle east.
: Range for men, women and kids.
: Using modern technology.
: Diversity with ranges in running, training, court, basketball, football and
Outdoor
ACTION
: experience in footwear industry
: It is synonymous with quality shoes
: Range for whole family i.e men, women and kids.
: Diversity with ranges from casuals to formals; from daily wear to sports wear
and from an elegant
LAKHANI
: The Lakhani Group one of the largest footwear manufacturers in India.
: Lakhani Vardaan is a market leader today, in beach & casual/sports footwear in
India.
:Uses latest technology.
79
LIBERTY
: Their main foray is in mens shoes and childrens school shoe.
: The company has created a range of 10 brands to exclusively cater to specific
target groups.
: 3 exclusive men brands, 2 exclusive women brands, 1 exclusive brand for
children, 3 unisex brands of which 2 are sports shoes brands and one is a
safety shoe brand for industrial workers.
: The company has also expanded their product range to cater to the entire
family (men, women and kids).
: Company is known for its quality and soothe.
REEBOK
: Reebok is known as one of the leading innovators of athletic shoe.
: Known for its design and superior technology.
: Popular for aerobic, fitness and tennis styles.
: Mostly preffered styles are reebok Classics and the cutting edge style of Rbk.
NIKE
: Nike produces a wide range of sports equipment.
: Started with Track running shoes and basketball shoes.
: Also available in Wide range of sports shoes including track & field, football,
baseball, tennis, soccer, lacrosse, cricket, and golf.
: Nike is positioned as a premium-brand, selling well-designed and expensive
products.
: Available in wide range for men, women and children.
80
Light weight
Range for whole family i.e for men, women and kids.
Will be known for its good quality, long lasting service and comfort.
81
RESEARCH METHOLOGY
Sample size
40
Primary data
While deciding about the sample of the project, it is required from the
researchers point to pay attention to these under mentioned points:
a) Sample Units: A decision has to be taken concerning a sampling unit
before selecting a sample, sampling unit may be a geographical one
such as state, district, village Etc. so in this research sampling unit is
Jodhpur area.
b) Source of data: Data required for the study was collected through
primary sources i.e. Market Survey. and the market area is Jodhpur
c) Sampling size: This refers to the no. of items to be selected from the
universe to constitute a sample. This is a major problem before the
researcher. The size of sample should neither be excessively large not
too small, it should be optimum. This size of population must be kept in
view for this also limits the sample size .Sample size in this research is
100.
82
INSTRUMENTS USED
Primary data collected through sample survey from the selected elements in
malls and super markets. So for this purpose I have used the most popular tool
of primary data collection through direct communication with respondents. The
tools I used are questionnaires.
.
METHOD OF DATA COLLECTION
Actually data is of two kinds which are followinga) Primary Data: Primary data are those, which are collected afresh and for the
first time and this happen to be original in character.
b) Secondary Data: Secondary data are those data which have already been
collected by someone else and which have already been used as per
required.
There are basically two sources to collect secondary data
a) Internally: Provided by the company/organization
b) Externally: Various publication of central, state and local Government.
Internet
After only keeping in mind one can think about what type of data has to be
collected during research as our research is concerned I have to gather primary
data for Customer preference.
83
RESEARCH INSRUMENTS:
QUESTIONNAIRE DESIGN:
As the questionnaire is self administrated one, the survey is kept simple and user
friendly. Words used in questionnaire are readily understandable to all
respondent.
I have made the questionnaire in which questions are according to the research
and these are convenience for the respondent.
84
PROJECT OBJECTIVE
The research study tends to follow and achieve specific objectives.
The objectives of this particular study are:
To study which branded sport shoes is mostly preferred by people as per their
choices.
Find out factor influencing the people at the time of purchasing sport shoes
QUALITY, DURABILITY, VARIETY, PRICE, And USE.
85
A survey should involve a larger sample size otherwise the findings of the
survey can not be generalized.
But a larger sample size may increase the time and cost of collecting the
primary data with the help of Questionnaire.
Some people were not willing to respond and few of them who responded
were in hurry hence the active participation was lacking. Due to which I
faced difficulties in collecting informations regarding our questionnaire.
Another problem which I face was that people were hesitating to give
information about their views freely.
86
CONDUCTED AREA:
Jodhpur
: C road.
Jodhpur
87
88
The prices of the woodland shoes are high & it is a luxurious product so the
analysis caught from a survey is it has a seasonal demand. So the supply from
the company is more in the festival seasons.
Demand
Supply
April
to
June
July to
Sept
April to june
Demand
supply
1200
Oct to
Dec
July to sept
Jan to
March
Oct to Dec
Jan to March
600
500
1100
800
850
700
1150
950
1000
89
Sales(in
crore)
2003-04
2004-05
2005-06
2006-07
2008-09
100
150
175
275
475
90
The area selected for woodland shoes survey is Jodhpur, The results
we caught from a survey is the demand for woodland shoes is high in A class
areas like C Road & Sojati Gate while it is low in developing areas like jodhpur .
As woodland is taking great efforts to enhance their shares in
market they have also entered into the ladies & kids footwear recently.
This can be seen with the following diagrams:
91
market
Mens
Kids
Womens
66
13
21
92
No.
Of
People
Satisfied
Unsatisfied
Availability
14
26
Durability
28
12
price
16
24
Advertising
11
11
variety
27
27
93
94
People in
40
woodland
14
Reebok
9
Bata
5
Addidas
4
Others
8
woodland
Reebok
Bata
Addidas
Others
95
BRAND
PERCECENTAGE (%)
FREQUENCY
Reebok
Adidas
Action
Nike
Others
34
28
9
26
3
34
28
9
26
3
40
35
34
28
30
26
25
20
15
10
5
0
Reebok
Adidas
Reebok
Action
Adidas
Action
Nike
Nike
Others
Others
96
OPTION
PERCENTAGE (%)
FREQUENCY
Yes
No
98.6
1.4
148
2
1.4, 1%
Yes
No
98.6, 99%
COMMENT: most of the people in surveyed region were satisfied with their
brand.
97
OPTION
PERCENTAGE (%)
FREQUENCY
Yes
No
No comment
64
19
17
96
29
25
PERCENTAGE(%)
17%
Yes
No
19%
64%
NOCOMMENT
COMMENT: price does not seem any obstacle in the way of consumers. Most of
the people were happy with given price range.
98
90
80
70
60
50
40
30
20
10
0
BRAND
PERCENTAGE (%)
FREQUENCY
Same brand
Cheaper brand
Any other brand
58
16
26
87
23
40
87
58
23
16
40 26
FREQUENCY
PERCENTAGE(%)
PERCENTAGE(%)
Same brand
FREQUENCY
Cheaper
brand
Any other
brand
COMMENT: Increment in price affects the trend and market of the branded
sports shoe.
99
80
70
60
50
40
30
20
10
0
IMPORTANCE
PERCENTAGE (%)
FREQUENCY
Comfort
Price
Durability
Use in sports
Any other
68
4
16
10
2
102
6
25
15
2
68
16
10
4
Comfort
Price
Comfort
Price
2
Durablity
Durablity
Use in sports
Use in sports
Any other
Any other
COMMENT: The main ground on which shoe being purchased is the quality of
the shoe. This indicates the quality preference among consumers, rather than
price, durability etc.
100
80
70
INFLUENCE
PERCENTAGE (%)
FREQUENCY
Quality
Price
Durability
Variety
Any other
74
5
13
8
0
111
8
20
11
0
74
60
50
40
30
20
13
10
0
Quality
Price
Quality
Price
Durablity
Durablity
Variety
Variety
Any other
Any other
COMMENT: people in the surveyed area mostly preferred the quality of the
brand instead of price and durability.
101
OPTION
PERCENTAGE (%)
FREQUENCY
Yes
No
44
56
66
84
44%
56%
Yes
No
COMMENT: Most of the people were not ready to switch over from their brand.
102
OPTION
PERCENTAGE (%)
Yes
No
69
31
FREQUENCY
104
46
PERCENTAGE(%)
31%
Yes
No
69%
103
OPTION
PERCENTAGE (%)
FREQUENCY
Lucky coopen
Free gift
Discount
Buy one get one free
11
14
60
15
14
22
91
23
100
90
80
70
60
50
40
30
20
10
0
91
60
11 14
Lucky coopen
14
22
Free Gift
PERCENTAGE (%)
15
Discount
23
FREQUENCY
104
23
34
No
77
116
77%
23%
Yes
No
COMMENT: Most of the people do not want to leave their preferred Brand at the
cost of low prices
105
OPTION
PERCENTAGE (%)
FREQUENCY
Yes
52
79
No
48
71
42%
58%
Yes
No
COMMENT: Celebrities have a special impact on the mind of the consumers that
affects the purchasing sense of consumers.
106
OPTION
PERCENTAGE (%)
FREQUENCY
Yes
70
106
No
30
44
30%
70%
Yes
No
COMMENT: Consumers look more brand loyal as they are not ready to leave
their brand for other brand of same weight age.
107
OPTION
PERCENTAGE (%)
FREQUENCY
Yes
83
125
No
17
25
17%
83%
Yes
No
108
How often do you wash your sport shoes due to bad odor?
Once a weak
Once a month
More than a month
20
15
Once a weak
10
Once a month
More than a month
5
0
male
female
Once a weak
18
16
Once a month
109
20
15
10
Heavy exercises
Jogging / light exercise
Fashion
male
female
Heavy exercises
Jogging / light
exercise
15
16
Fashion
10
Regular
10
Soft
Acupressure
6
4
2
0
male
female
10
Soft
17
Acupressure
Regular
110
18
16
14
12
10
Yes
No
8
6
4
2
0
male
female
Yes
14
No
16
13
25
20
15
1 inches
more than 1 inches
10
5
0
male
female
1 inches
21
16
11
111
20
15
male
10
female
5
0
black
brown
white
male
19
female
17
light pink
skin colur
25
20
15
male
10
female
5
0
white
blue
grey
male
21
female
19
pink
black
3
112
16
14
12
10
yes
no
6
4
2
0
male
female
yes
15
13
no
10
14
SWOT ANALYSIS
WEAKNESSES:-
113
OPPORTUNITIES:-
Metro
114
Bata
Red tape
Liberty
Trekking
Nicholas
115
Research finding
Consumer reactions suggests that nike is the market leader among all its
close counterparts in the sports shoe and apparel segements.
34% market capture is still under its kitty.
After its sponsership to major sports events and teams like soccer in
europe and cricket in india give it an extra edge.
People are still expecting some thing more from nike
Adidas is chasing its position most aggresively so now it requires
maintaining its position with new stuff.
116
117
CONCLUSION
Woodland has slowly but steadily carved its place in the world of shoes.
Because of many other big brands in the market woodland shoes should
come up with new marketing strategy.
They should opt for product development to sustain in the global market.
118
ANNEXURE
119
QUESTIONNAIRE
Q.1 Do you prefer wearing sport shoes?
(a)
Yes
(b)
No
(b)
Adidas
(d)
Action
Nike
(c)
Reebok
(e)
Any other
Yes
(b)
No
Q.4 Are you satisfied with the price range of preferred brand?
(a)
Yes
(c)
No comment
(b)
No
Q.5 If the price of your preferred brand increases will you purchase again?
(a)
Same brand
(c)
(b)
Cheaper brand
Comfort
(c)
Durability
(e)
Any other
(b)
Price
(d)
Use in sport
120
Quality
(c)
Price
(e)
Promotion
(b)
Durability
(d)
Variety
(b)
No
Yes
Q.9 does the advertising play any role in selection of brands of shoes?
(a)
Yes
(b)
No
Lucky coupon
(c)
Discount
(b)
Free gift
(d)
Q.11 Are you willing to buy the preferred brand at lower price with negligible
quality?
(a)
Yes
(b)
No
Yes
(b)
No
Q.13 Will you purchase another brand of same quality with less price?
(a)
Yes
(b)
No
121
Yes
(b)
No
b) No
b) No
b) No
4. Do you feel the prices offered by woodland shoes is according to their worth?
a) Yes
b) No
b) No
122
a) Yes
b) No
b) No
b) No
Metro
c) Bata
.
.
.
123
BIBLIOGRAPHY
124
BIBLIOGRAPHY
The lists of reference for the purpose of completing this marketing project are as
given below:
BOOKS:
Marketing Research
Marketing Research
Marketing Management
By: G. C. Beri
By: Boyd and Stasch
By: Philip Kotler
INTERNET:
www.google.com
125
www.bambooweb.com
www.wikipedia.com
126