A

Project Study Report

On
“Impact of shoes branding on
Consumer buying behavior”

(Comparative study of shoes brand “WOODLAND” with

other brands)

Submitted in partial fulfillment for the

Award of degree of
PGDM 2018-2020

Submitted by:
Adil Siddiqui
GM18009
 STUDENT DECLARATION

I, Adil Siddiqui hereby declare that I have completed the project

report entitled “Impact of shoes branding on consumer buying
behavior”.

Submitted in partial fulfillment of the requirement for the degree of PGDM

of GL Bajaj Institute of Management and Research Greater, Noida (UP), is
my original work.

I further declare that the information presented in this project is true and
original to the best of my knowledge.

Adil Siddiqui
GM18009
(PGDM 2018-
2020)
 PREFACE
PREFACE

Practical training is an important part of the theoretical studies. It bears

immense important in the field of Business Management. It offers the
student to explore the valuable treasure of experience and an exposure to
real work culture followed by the industries and thereby helping the students
to bridge gap between the theories explained in the book and their practical
implementations.

Training plays an important role in future building of an individual so

that he / she can understand the real world in which he has to work in future.
The theories greatly enhance our knowledge and provide opportunities to
blend theoretical with the practical knowledge where trainees get familiar
with certain aspect of industries relation.that is one of the top most
organizations in India and whose customer base is increasing rapidly with
every passing day. For research work, I have assigned the topic “Impact of
shoes branding on consumer buying behavior”
 Acknowledgement

The research on “A Study on Consumer Preference for Branded Shoes”

has been given to me as part of the curriculum in 2-Years PGDM.
I have tried my best to present this information as clearly as possible using
basic terms that I hope will be comprehended by the widest spectrum of
researchers, analysts and students for further studies.
I have completed this study under the guidance and supervision of Ms.Kirti
Dutta. I will be failed in my duty if I do not acknowledge the esteemed
scholarly guidance, assistance and knowledge. I have received from her
towards fruitful and timely completion of this work.
My acknowledgement may not redeem the debt I owe to my parents for
their direct/indirect support during the entire course of this project.

I am also thankful to my friends who helped me a lot in the completion of

this project.

With Sincere Regards,

Adil Siddiqui
 EXECUTIVE SUMMARY

This project takes a look in various kinds of Merchandising activities,

Market Share of different sports shoes and various Sales Promotion
schemes, which are followed in the Sports shoes industry. The three
major global players i.e. Reebok, Nike, and Adidas dominate the
sports shoes industry in India. India is one of few battlegrounds in the
world where there is neck-to-neck competition between the three. The
companies claim to be in number one sport coating the data produced
by two different marketing research companies.

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 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.

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 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 merged with German sporting apparel company Adidas-Salomon
in a deal valued at $3.8 billion. The merger was completed by the first half
of 2008 and now is the second-largest sporting goods company behind Nike
with $11 billion in revenues.
Adidas maintained its corporate headquarters in Germany and its North
American headquarters in Portland. Paul Fireman remained as Chief
Executive Officer of Reebok International Ltd. Reebok has continued to
operate under its name and has retained its headquarters in Canton, MA.
In fiscal 2008, Reebok had net income of $192.4 million and sales of $3.7
billion.
 CONTENTS

S.
Description
No.
1. Introduction of the industry
2. Company Profile Of Major Brands
3. Research methodology

 Title of the study

 Literature Review
 Objectives of the study
 Duration of the project
 Sampling Methods
 Instruments used
 Sample size
 Limitations of study

4. Analysis & Interpretation

5. Facts & Findings

6. SWOT analysis
7. Recommendations & Suggestions
8. Conclusion
9. Appendix
10. Bibliography
 INDUSTRY PROFILE

ABOUT SHOES ?

History
The oldest known leather shoe, about 5500 years old, Armenia.

Ancient Greek pair of terracotta boots. Early geometric period cremation

burial of a woman, 900 BC, Ancient Agora Museum, Athens
The earliest known shoes are sandals dating from about 8000 to 7000 BC
and found in Oregon, USA in 1938. The world's oldest leather shoe, made
from a single piece of cowhide laced with a leather cord along seams at the
front and back, was found in a cave in Armenia in 2008 and is believed to
date to 3,500 BC. Ötzi the Iceman's shoes, dating to 3,300 BC, featured
brown bearskin bases, deerskin side panels, and a bark-string net, which
pulled tight around the foot.[3] However, tanned leather, the material most
commonly used for making shoes, does not normally last for thousands of
years, so shoes were probably in use long before this. Physical
anthropologist Erik Trinkaus believes he has found evidence that the use of
shoes began in the period between about 40,000 and 26,000 years ago, based
on the fact that the thickness of the bones of the toes (other than the big toe)
decreased during this period, on the premise that wearing shoes resulted in
less bone growth, resulting in shorter, thinner toes. The earliest designs were
simple affairs, often mere "foot bags" of leather to protect the feet from
rocks, debris, and cold. Since shoes use more leather than sandals, their use
was more common in cold climates. By the middle Ages, turn-shoes had
been developed with toggled flaps or drawstrings to tighten the leather
around the foot for a better fit. As Europe gained in wealth and power, fancy
shoes became status symbols. Toes became long and pointed, often to
ridiculous proportions. Artisans created unique footwear for rich patrons,
and new styles developed. Eventually the modern shoe, with a sewn-on sole,
was devised. Since the 17th century, most leather shoes have used a sewn-on
sole. This remains the standard for finer-quality dress shoes today. Until
around 1800, shoes were made without differentiation for the left or right
foot. Such shoes are now referred to as "straights”. Only gradually did the
modern foot-specific shoe become standard.
Since the mid-20th Century, advances in rubber, plastics, synthetic cloth,
and industrial adhesives have allowed manufacturers to create shoes that
stray considerably from traditional crafting techniques. Leather, which had
been the primary material in earlier styles, has remained standard in
expensive dress shoes, but athletic shoes often have little or no real leather.
Soles, which were once laboriously hand-stitched on, are now more often
machine stitched or simply glued on.

A shoe is an item of footwear intended to protect and comfort the human

foot while doing various activities. Shoes are also used as an item of
decoration. The design of shoes has varied enormously through time and
from culture to culture, with appearance originally being tied to function.
Additionally fashion has often dictated many design elements, such as
whether shoes have very high heels or flat ones. Contemporary footwear
varies widely in style, complexity and cost. Basic sandals may consist of
only a thin sole and simple strap. High fashion shoes may be made of very
expensive materials in complex construction and sell for thousands of
dollars a pair. Other shoes are for very specific purposes, such as boots
specially designed for mountaineering or skiing.

Shoes have traditionally been made from leather, wood or canvas, but are
increasingly made from rubber, plastics, and other petrochemical-derived
materials.
Until recent years shoes were not worn by most of the world's population—
largely because they could not afford them. Only with the advent of mass
production, making shoes available very cheaply, has shoe-wearing become
predominant.

The foot contains more bones than any other single part of the body. Though
it has evolved over hundreds of thousands of years in relation to vastly
varied terrain and climate conditions, the foot is still vulnerable to
environmental hazards such as sharp rocks and hot ground, which shoes can
protect against.

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

 Shoe polishing equipment:

 Shoe polish - a waxy material spread on shoes to improve

appearance, glossiness, and provide protection
  Shoe brush and polishing cloth - used to apply polish to shoes

 Overshoes or galoshes - a rubber covering placed over shoes for rain

and snow protection

 (Orthopedic) shoe insert - insert of various materials for cushioning,

improved fit, or reduced abrasion. These include padding and inner
linings. Inserts may also be used to correct foot problems

 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

 Snow shoe - a wooden or leather piece which increases the area of

ground covered by the shoe

Types of shoes

Dress and casual shoes

Dress shoes are categorized by smooth and supple leather uppers, leather
soles, and narrow sleek shape. Casual shoes are characterized by sturdy
leather uppers, non-leather outsoles, and wide profile.

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, a high-topped shoe is secured by laces or zippers;
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 balmorals is
known as the Oxford. The word "Oxford" is used by American
clothing companies to market shoes that are not Oxfords, such as
rubber-sole bluchers.

 Bluchers - the laces are tied to two pieces of leather independently

attached to the vamp; also known as "open lacing." In England, the
Blucher is known as the Derby shoe.

 Monk-straps - a buckle and strap instead of lacing

Various other closings exist but are less popular such as side-elastic
closings.

Men's shoes can also be decorated in various ways:

 Plain-toes - have a sleek appearance and no extra decorations on the

vamp.

 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 balmorals and blucher styles. In England this is
called a brogue

Women's shoes

There is 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.
  Slippers - Usually for night use, commonly worn with pajamas

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.

 Sneakers/trainers (also called gym shoes or tennis shoes) - general

purpose athletic shoes; made out of rubber, cloth, and/or plastic to be
lightweight, flexible, and have good traction. Special varieties
available for basketball or tennis.

 Running shoes - very similar to above, with additional emphasis on

cushioning.

 Track shoes - lightweight; often with plastic or metal cleats

 Cleats - a type of shoe featuring molded or removable studs. Usually

worn while playing sports such as rugby, football, American football,
or baseball

 Golf shoes - with "spikes" for better grip in grass and wet ground.
Originally the spikes or "cleats" were made of metal but replaceable
"soft spikes" made of synthetic plastic-like materials with prongs
distributed radically 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)

 Bowling shoes - intermediate style between ordinary dress shoes and

athletic shoes. They have harder rubber soles/heels so as not to
damage bowling alley floors. They are often rented or loaned at
bowling alleys.
 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, and may
not be water proof.

 Skating shoes - typically called skates. They have various attachments

for skating on the bottom of the shoe portion.

o Ice skates

o Roller skates

o Inline skates

 Ski boot - a large, thick plastic boot specially designed for attachment
to the ski.

 Skateboarding shoes have flat soles for a better grip on a skateboard.

They are very wide and have extra layers of padding to protect the
skateboarders feet. Many young people wear them for comfort.

 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.

 Snowshoes are special shoes for walking in thick snow. In temperate

climates, snowshoes are used for mostly recreational purposes in
winter.
Orthopedic shoes

Orthopedic or "comfort" shoes are made with pedorthic and anatomically-

correct comfort qualities, such as padded removable footbeds, 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

 Ballet slipper - heel-less slippers made of canvas or leather, with

usually a leather sole that may be continuous or in two parts (split-
sole) - stiffer leather sole over the ball of the foot and over the heel,
with the part of the shoe under the arch made of the softer material of
the upper, so as the foot can be pointed to its utmost. Ballet slippers
are usually secured by elastic straps. They are most commonly pink,
white, black, or pale tan, although they may be made in specialty
colors such as red or blue.

 Jazz shoe - similar in basic structure to a split-sole ballet slipper, jazz

shoes usually have a longer vamp, securing the foot by laces or elastic
inserts. Unlike ballet slippers, jazz shoes usually have a low (1" or
under) heel.

 Tango/flamenco dance shoes

 Dance sneakers (or dansneakers)- a combination of a sneaker and a

dance shoe, with a block toe like a ballet slipper

 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.

 Patten: a European wooden overshoe used to keep a person's feet dry

outdoors. First worn in the middle ages, they continued in use even
into the early 20th century.

 Pauline: a shoe with a long-pointed toe, popular in Europe in the

1400s.

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.
  Polishing - for protection, water resistance (to some extent) and
appearance, especially for leather shoes and boots.

 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.

Someone who makes or repairs shoes in a shop is called a cobbler.

 COMPANY PROFILE

Woodland Enterprises is a 2-in-one business that began as a home-based

catalog in 1985. At the time, Dawna gave up her elementary teaching career
so she could be home with her young son and new daughter.

Today the kids are finishing college and the business continues to grow,
with Dawn as the day-to-day manager and husband Jim handling catalog
production and web site design.
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 "give-away" 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 Juliana. 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.

HISTORY OF THE COMPANY

  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

 1962: They ventured into retailing with an outlet at a prime location in

Delhi.

 1972: They set up the first fully mechanized modern shoe factory in
India (with German Machinery) to augment existing capacities, in
view of the growing export demand.
 1992: The Company launched Woodland brand and acquired winter
boot factory in Quebec, Canada to cater to the Canadian and U.S.
Markets.
 1994: Commissioned manufacturing plant for Reebok for export to
U.S.A.
 1997: Commissioned manufacturing unit for apparels, adding to the
range of Woodland products.
 2002: Woodland becomes a national leader in premium category
shoes, apparels and accessories. Started sourcing operations from
South East 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 cores...
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. It’s 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 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.

FEATURES OF THE PRODUCT

 Quality worth the money spent on :

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.

 Very trendy and fashionable:

If you are ready to spend around Rs 2,000/- or above, 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 kid’s shoes
are also available in different colures like red, velvety-brown, white, blue
etc. but they are priced high.

 Long and durable:

 Woodland shoes are really meant for longevity. They are classically
manufactured for the toughest meanders. Due to its longevity and durability
woodland shoes are preferred by those who don’t believe in frequent
changing of shoes.

 Padded Layers to provide comfort:

Woodland shoes also provide the customers with padded layers in the shoes
in order to provide much more comfort than other shoes.

 Fabric lined for soothing experience:

In some of their models woodland shoes also provide fabric linings for
soothing experience to their customers. This is a unique feature of their
shoes.

 Incredible range:

Woodland shoes also provide incredible range of shoes to their customers

so, that they can have a variety of choice.
 TYPES AND PRICE OF THE PRODUCT

 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

 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
 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

 Sandals:-

These sandals are stylish in design with fantastic colors 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 colored kid’s 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

WOODLAND IN INDIA

To establish its Market in India, Woodland is following the below

mentioned strategies:

MARKETING MIX

PRODUCT

FUNCTIONALITY
FEATURES

 Pores in the pads, so that the fragrance can move upward

 Liquid with different fragrances (mild & strong)

 Acupressure in built in the pad

 Magnetic pads- to control the blood pressure

 Different color schemes & designs

 Refilling of the fragrance in the pads

 Range for male, female, children (above 15 years)

 Light weight
BRAND

 WOODLAND

WARRANTY

 For 1 year
PRICE

Price of shoes is totally based on the relative prices of the other available
brands in the market

 Bata

 Nike

 Reebok

 Addidas

 Red tape

Our pricing policies will be based on value based pricing and competitive
based pricing,

We won’t be using price skimming technique as it is only for the technical

products.

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

 Headquarters in Delhi supported by multiple manufacturing and

development units in states like-
  Rajasthan.

 Uttar Pradesh

 Daman etc

 No. of executives are customer geographies with the purpose of

creating and nurturing channel partners as well as customer
relationship.

MARKET COVERAGE

 Targeting 70%of total customers

 Mainly outlets in urban and sub urban areas

LOCATIONS (for distribution) - trying to cover major urban and sub urban
areas of:-

 Delhi

 U.P

 Maharashtra

 Bihar

 West Bengal

 Andhra Pradesh

 Tamil Nadu

 Madhya Pradesh

 Rajasthan

 Karnataka

 Gujarat
 Orissa

 Kerala

 Punjab

 Haryana

 Chhattisgarh

 Uttaranchal

 Goa

 Arunachal Pradesh

 Mizoram

 Pondicherry

 Jaipur

PROMOTION

ADVERTISING

 Posters and Hoardings

 Visual media

 Printed –( Newspapers, magazines )

 Radios (All FM radio channels.)

PUBLIC RELATIONS

 follow CRM ( customer relation management ) techniques

 Corporate social responsibility.

 

PEOPLE

 segmentation / target marketing

PHYSICAL DISTRIBUTION

CHANNELS OF DISTRIBUTION

Factory

C&F

Retailers
 Customers

 hiring carriage from independent carriers

PACKAGING

 Black box in the shape of shoe made up of hard board

 Logo is printed on the top leaf of the box with red color

 Using paper and jute bags for final distribution

 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.

The first step

Stand up with your shoes on. Walk around. You should be able to wiggle
your toes in the front of the shoe. For most footwear, your toes will be able
to touch the top of the shoe, but there should be 3/8" to 1/2" of space
between your longest toe and the end of the shoe. Different styles can
sometimes dictate a different amount of space at the end of the shoe for
example “pointed toe" style.

The right shoe

Don't buy shoes that are too tight. If you're at the point where you're hoping
they will stretch to be comfortable, they probably won't. It's true that soft
leather and suede give slightly, molding to your foot, but they will not
dramatically increase in width or length. There's a difference between a
"snug", comfortable fit and a "tight", uncomfortable fit. A few laps in the
store should help you decide how you feel.

Materials 

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 with your fingers, but they brush off easily.

 Leather – a type used for the soles on formal footwear.

 Crust – a section of the skin, under the surface.

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 is 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 with your fingers, but they brush off easily.

•Leather – a type used for the soles on formal footwear.

•Crust – a section of the skin, under the surface.
Structures

Upper Sole Lining

Materials

Leather Smooth leather Textile Other materials

Customer promise:

A very personal service

Our professional specialized staff is there to help you make the best choice.
Don't hesitate to ask them for help or advice.

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.

Your purchase is guaranteed

You have the guarantee to replace the purchased item if it is still intact and
accompanied by the till receipt.

SPECIAL ATTRACTIONS

Alternative and Complementary Remedies for Hypertension

Acupressure for Hypertension

Acupressure is useful as a Complementary therapy in managing

hypertension.

In traditional Oriental medicine, hypertension is said to be intimately

connected with blockages in the Liver meridian. The following points are
useful for managing acupressure:

Gb 20, Li 11, Ht 3, St 36, Lv 3, and Kd 1

Caution: If blood pressure exceeds 200/100, do not do acupressure at all.

(St 36, Three Mile Foot) 

St 36 is the most effective point to rejuvenate the body and blood. The
combination of Li 11 and St 36 is used extensively to treat hypertension.

How to Locate St 36: This point is located four finger widths below the
lower border of the kneecap and one finger width off the shin bone to the
outside. Flex your foot up and down; you will feel the muscle move under
your fingers if you are on St 36.

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.
Applying Pressure: Press firmly on the point for about a minute.

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 marketer’s 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
SEGMENTATION FOR WOODLAND

1) GEOGRAPHIC SEGMENTATION: Calls for dividing the market

into different geographical units, such as, nations, states, regions,
cities or neighborhoods. We will be operating basically in the Urban
and Suburban areas and tend to slowly and steadily expand business.

2) DEMOGRAPHIC SEGMENTATION: In this the market is divided

into groups on the basis of variables such as age, family size, family
life cycle, gender, income , occupation, religion, generation,
nationality and social class. We are basically catering to children
above 15years of age and adults.

3) PSYCHOGRAPHIC SEGMENTATION: In psychographic

segmentation, buyers are divided on the basis of lifestyle or
personality or values. People within the same demographic group can
exhibit very different psychographic profiles. Keeping the aforesaid in
view we have laid special emphasis on the attitudes, interests and
activities. Moreover we have tried to analyze the different personality
traits of the individuals surveyed. For instance youngsters wish to go
in for more abstract designs and peculiar fragrances. They believe in
the notion to be “DIFFERENT”!!!! Office going ladies want
something smart and comfortable because they have to do all the
chores (of the house as well as of the office). Office going males want
 something very comfortable and a very strong fragrance because they
have to wear the same footwear all day long.

4) BEHAVIORAL SEGMENTATION: Here the buyers are divided into

groups on the basis of their knowledge of, attitude toward, use of, or
response to a product. Like many marketers we also believe that
behavioral variables –occasions, benefits, user status, usage rate,
loyalty, buyer- readiness stage, and attitude are the best starting points
for constructing market segments. We have designed our
questionnaire keeping in mind the above parameters.
 PRICING STRATEGY

PRICING OF WOODLAND SHOES

Our pricing policies will be based on value based pricing and competitive
based pricing,

We won’t be using price skimming technique as it is only for the technical

products.

Since our quality of product is good and we have number of different

features provided

FORMAL SHOES
INFORMAL SHOES

Men from Rs. 999 from Rs.

1599

Women from Rs. 799 from Rs.

1399
 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, Adie’s 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.

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 then-current 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
Santé prison in Paris in 1997 after being sentenced to 18.

In 2005, French courts awarded Tapie 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.

In 1998, Adidas sued the NCAA over their rules limiting the size and
number of commercial logos on team uniforms and apparel. Adidas
withdrew the suit, and the two groups established guidelines as to what
three-stripe designs would be considered uses of theAdidas AG

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 $7.866 billion USD (2003)
 Website www.adidas-group.com

In 2003, Adidas filed a lawsuit in British court challenging Fitness World

Tracing’s use of a two-stripe motif similar to Adidas's three stripes. The
court ruled that 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.

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.
Adidas factory outlet in Herzogenaurach, Germany Teams sponsored
by adidas

Adidas sponsors major teams in a number of sports, especially football,

rugby and tennis. American college sports teams are also sponsored. (1993-
2001): Robert Louis-Dreyfus. He has been highly successful with managing
the company until 2001. His self-admitted secret was simply copying what
Nike and Reebok did.

"Adidas" is simply a combination of the founder's nickname (Ad) and the

first three letters of his last name (Dassler). This dispels the rumor that the
letters are an acronym for "all day I dream about sports," "all day I dream
about soccer," or more crudely "all day I dream about sex."

REEBOK
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
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 suit 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.

TRAVEL ACCIDENTAL DEATH & DISMEMBERMENT (American

International Group) Five times your annual salary to a maximum of
$1,000,000. Coverage is free.
REEBOK EMPLOYEE STOCK PURCHASE PLAN

All Employees with six months of service may elect to participate in the
Reebok Stock Purchase Plan.  Employees may contribute between 2% and
10% of their weekly earnings on an after-tax basis to buy stock at a special
discount at the end of an option period.  Option periods begin on January 1
and July 1.

REEBOK SAVINGS AND PROFIT-SHARING RETIREMENT PLAN

all employees with one year of service (and over age 21) are eligible to
participate in the 401(k) plan.  Under this plan, employees may contribute
between 1% and 80% of pre-tax earnings, choosing how their contributions
are invested.  To encourage participation, Reebok provides an employer
matching contribution of 50 cents for each $1.00 saved by the employee, up
to 10%. This matching contribution is vested over a five year period.  Unless
employees call to decline participation or change their contribution
percentage, all newly hired employees will be automatically enrolled at 2%
and defaulted into the Stable Value Fund, after completing the eligibility
requirements.
The Profit Sharing component is discretionary and is also vested over a five-
year period. Employees are employed with RIL for one year to be eligible to
receive this discretionary contribution.

PAID VACATION

Twelve Vacation time is accrued on a monthly basis. Full-time employees

accrue .833 days per month with a maximum of 10 days in a calendar year.
In the calendar year in which employees celebrate their fifth anniversary,
vacation is increased to three weeks, in the calendar year of their tenth
anniversary, vacation is increased to four weeks per year and in the calendar
year in which the employee celebrates their twentieth anniversary, vacation
is increased to five weeks per year. Part-time employees working at least 20
hours per week accumulate vacation time on a pro-rated basis.

PAID SICK LEAVE

Full-time non-exempt (generally those paid on an hourly basis) employees

accumulate? Day sick time per month for the year. Part-time non-exempt
employees working at least 20 hours per week accumulate sick time on a
pro-rated basis.

PAID HOLIDAYS

Twelve holidays are observed annually by Reebok International Ltd.

Holidays typically observed by the Company include, but are not limited to:
New Year's Day, Martin Luther King Day, Memorial Day, Independence
Day, Labor Day, Thanksgiving, and Christmas Day. Floating holidays are
also provided.

EDUCATIONAL ASSISTANCE:

Full-time employees are immediately eligible for educational assistance.

Undergraduate, graduate and continuing education classes must be pre-
approved 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 Collection, Rockport, and Ralph Lauren Footwear products at
discount prices through the Employee Purchase Program. They receive a
40% discount on apparel and footwear products purchased at the company
outlet stores50% discount at all concept stores.

FITNESS AND WELLNESS CENTERS

For a low price, employees at the Canton and Lancaster sites may access
exercise classes, wellness activities and state-of-the-art equipment in our
professional staffed fitness centers.

BUSINESS CASUAL ENVIRONMENT

Save the stiff, uncomfortable stuff for social events. Suits and ties are not
required.
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 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.

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
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 man’s 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 man’s 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
man’s attention to quality running shoes and the burgeoning opinion that
high-quality/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.

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 $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 consumer’s 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.
COMPETITIVE ANALYSIS

Comparison with competitors

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

sportswear and from an elegant collection for ladies to a fun range for kids.

: The latest technology goes into the making of Action footwear.

: Available in Delhi, Haryana, Himachal Pradesh and Daman etc.

: Action group endorses the principles of social responsibility

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.

: Available for men, women and kids.

: Known for good quality.

LIBERTY
: Their main foray is in men’s shoes and children’s 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 preferred 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.

 Available with different fragrances (mild & strong)

 Acupressure scheme for Hypertension
 Magnetic pads- to control the blood pressure
 The latest technology goes into the making of woodland shoes.
 Light weight
 Range for whole family i.e. for men, women and kids.
 Most important available in low price.
Will be known for its good quality, long lasting service and comfort.
 Literature Review

The factor which drive the consumer behavior vary according to the
type of brand, the consumer decides to buy. Brand loyalty is very
important for the success of every type of brand. Consumers can be
loyal to a specific brand according to the dimensions of consumer
behavior. Loyal consumers help in gaining a high market share. To make
new customer loyal, it needs to invest five times more cost than to retain the
current and existing consumers. Loyal consumers can provide the
competitive edge against competitors which is a significance factor for
success, The word loyalty usually refers to the association and
recognition. When a consumer is loyal to brand, he will always prefer that
brand upon other brands and he is purchasing that product from many
years. Whenever he will need to buy a particular product, the same brand
will come to his mind which he always buys due to his attachment and
satisfaction which he expects from that brand. With the growing pace
of globalization, competition is increasing and to compete with other
brands, innovation is needed. Brands create the sense of status
consciousness in many consumers which leads to the sense of recognition
and using different brand products is the new trend of fashion. People
feel pleasure when they are recognized in society, friends and family in
connection of specific brand which is mostly used by a person. Now people
want to have very thing branded from the food they eat, clothes they wear to
the decoration of their homes. Status and conspicuous consumption are also
factors which affect the consumer behavior. Consumers now use the
expensive and branded products in order to show their status.
The brands which are used for showing off the luxury, power and wealth
are known as status brands . The wish to have a high status is the factor
which compels the people to use brands as status symbol. Brands are
consumed to show that the person who used it is highly status conscious,
trendy and wealthy and these brands can be categorized as status
brands. As the wish increases, the usage of brands increases.
When branded products are displayed intentionally or shown especially
to others for making them realize the power and wealth, by the person who
uses them, we can say that it is conspicuous consumption. It means the
display of your wealth through the consumption of different brands for
just showing the high status is conspicuous consumption and it is a very
important dimension of consumer behavior for nfluencing his behavior
towards brands and also the impact and power of branding in
influencing and moldings the consumer behavior.
Brands are mostly used by rich females to show their wealth and high
class status. It is a trend in Pakistan due to the increasing number of brands
and fashion that if you are rich, you cannot buy the unbranded products . So
it is further argued that status consumption and conspicuous consumption
are related to each other and status consumption is the reason of conspicuous
consumption.
Consumers should have the Brand awareness. It basically includes
awareness of brand and the information or image of brand in the mind of
consumers. Awareness of brands help consumers to recall the brands
easily and it creates a positive image about the brand in consumers’
mind. Awareness of brand leads to the creation of brand image in
consumer’s mind which helps in future purchases of the same product.
Brand image is basically the association and attachment of consumer with
the brand. Whenever he thought about it, the image of brand means how the
brand looks and its usage comes to his mind. On the other hand relationship
of consumers with brands has significant effect on consumer behavior.
Relationship with the brands build through trust and satisfaction provided by
the brand to consumers and satisfaction and trust leads to the
attachment with the brand. So for creating a relationship in long term
with brands, attachment and association with the brand is necessary
because these are the variables that affect the current and future prices of
consumers.
Association with a brand also helps the consumer in saving the switching
cost. Brand Image and Brand Awareness leads to Brand Knowledge. It is
said that consumers behavior towards branded products or services
according to their age, gender and personality traits and people get
social according to their personality traits. The research explicated that
individuals behave differently towards the same brand according to their
gender.
So gender is the basis of determining the consumer behavior. It is
explored that females are more innovative, enthusiastic and interested in
fashion industry and introducing new brands than males. Females feel
pleasure in show off and display of their wealth, power and status. In
Pakistan, females show off their branded clothes for making other realizes
that they belong to high status. So people show different behaviors towards
different brands according to their gender. It is found that the growing age
and the loyalty factor have direct link .
It is proposed that the consumers tend to become more loyal to brands
with their growing age. But the attitude towards purchasing is almost similar
among older and the younger age group because of the factor of low income
As both the groups (younger and older) have low income and due to low
income, they have to bargain which decreases their loyalty level. The people
who are more price conscious as older and younger consumers, they tend to
become less loyal than those consumers (middle age group) who are rich,
less concerned about prices. It is further argued that low income is the main
factor which decreases the loyalty level among older and younger consumers
and due to the problem of low income, they are usually compelled to do
bargaining and sometimes the switch to low price brands. Middle aged
consumers (25 to 44 years old) are found more committed, associated
and loyal to brands .
The richer the consumer, the more he is loyal. So we can say that the high
income and middle age are indicators of loyal customers. Another driver
of consumer purchasing behavior is emotions. The relationship between
brands and emotions is significant. Now the marketers just focus on
emotional exploitation.
They are trying at their best to connect their product emotionally to the
consumers. Advertisements are the best way to make an emotional
connection of product with consumers. When people watch different
advertisements like mother caring about the health of his child by
telling him to use Safeguard to kill germs, then a mother in real life will
try to use the same product for the safety of his child because she is
emotionally exploited and concerned about his child health. He further said
that we can take here the example of brands related to telecom industry who
give the message to ‘stay connected to your loved once’ to the consumers in
order to attract them. It is argued that some brands use the images,
videos for arousing the emotions among consumers; these types of stimuli
are known as mood boards because they are directly related to the mood of
consumers.
Sometimes test is written in order to create the connection with the
consumers and awareness about the benefits and pricing of particular
brands and it is known as positioning statements. The relation between
choices of brand by consumers according to their personal values is
explored. Childhood is the time when individuals start to recognize their
values and try to adjust them in certain groups of society in which they
feel comfortable. Values are personal beliefs and are learnt by
individuals by their elders and society.

PROJECT OBJECTIVES

The research study tends to follow and achieve specific objectives.

The objectives of this particular study are:-

 To know the personal views of people regarding choices among various

branded sport shoes.

 To know Market Share of different sports shoes , various Sales

Promotion schemes, the latest technology goes into the making of
footwear industry.

 To know the theoretical with the practical knowledge of buying behavior

of consumer.

 To study which branded sport shoes is mostly preferred by people as per

their choices.

 Comparison between various branded sport shoes.

 Find out factor influencing the people at the time of purchasing sport
shoes.
 RESEARCH METHODOLOGY

Introduction
Research methodology is a way to systematically solve the research
problem. It is understood as a science of studying how systematically a
research is done scientifically. In it we study steps that are generally adopted
by the researcher in studying the research problem along with the logic
behind them.

Research Instrument and Statistical Techniques

  Normally two types of data are used for the purpose of carrying
out research. For this survey also I have collected these data i.e.
a. Primary data 
b. Secondary data

Primary Data:
Primary data is one, which is collected from fresh sources and for the first
time while conducting the research. For the project, primary survey has been
undertaken through a survey instrument consisting of structured
questionnaire filled by employees by the way of personal interviewing.

Secondary data:
Secondary data is that data which has been collected for some other purpose.
There are two types of sources for collecting secondary data: a. Internal
sources b. External sources Internal sources of secondary data includes the
data generated within the organization E.g. Employee Engagement Survey
Result External sources of secondary data are the sources outside the
organization E.g. Annual Publications, Books, Magazines and Internet etc.

Research methodology
The methodology used for my project is as follows:

Research approach method-

Survey Method

Area of study-
The survey was carried Delhi NCR. A survey was effective to study the
Consumer Awareness regarding Insurance products.

Research-
Descriptive Research

Data Source-
Primary Data
Online questionnaire

Target respondents-
Delhi NCR Customers and their family members .

Sample size-
The sample is 150.
of the other member of the population.
 DATA ANALYSIS AND INTERPRETATION

Customer preferences as per survey result

the results found in a survey regarding customers choice of

brands are among 150 peoples 74 customers are with woodland,39 with
metro, 15with Bata, 14 with lee cooper, & 8 with other brands. These are the
brands with high prices who considered as major competitors in organized
sector. This can be seen with the following diagram.

woodland Reebok Bata Addidas Others

People in 84 39 15 14 8
40
 “WHICH
BRAND
DO YOU

woodland
Reebok
Bata
Addidas
Others

PREFER”

BRAND PERCECENTAGE FREQUENCY

(%)
Reebok 34 34
Adidas 28 28
Action 9 9
Nike 26 26
Others 3 3
 40
34
35
30 28
26
25
20
15
9
10
5 3

0
Reebok Adidas Action Nike Others
Reebok Adidas Action Nike Others

COMMENT: most of the people prefer to wear shoes of Reebok brand

“ARE YOU SATISFIED WITH THE QUALITY OF PREFERD

BRAND”

OPTION PERCENTAGE (%) FREQUENC

Y
Yes 98.6 148
No 1.4 2
 1.4, 1%

Yes
No

98.6, 99%

COMMENT: most of the people in surveyed region were satisfied with

their brand.

“ARE YOU SATISFIED WITH THE PRICE RANGE”

OPTION PERCENTAGE (%) FREQUENCY

Yes 64 96
No 19 29
No comment 17 25
 PERCENTAGE(%)

17%

Yes
No
19%
64% NO COMMENT

COMMENT: price does not seem any obstacle in the way of consumers.
Most of the people were happy with given price range.

“IF PRICES OF YOUR PREFERED BRAND INCREASES WILL

YOU PURCHASE AGAIN”

BRAND PERCENTAGE (%) FREQUENC

Y
Same brand 58 87
Cheaper brand 16 23
Any other brand 26 40
 90 87
80
70 58
60
50
40
40 26 FREQUENCY
30 16
20 23 PERCENTAGE(%)
10
PERCENTAGE(%)
0
FREQUENCY
Same brand
Cheaper
brand Any other
brand

COMMENT: Increment in price affects the trend and market of the

“branded sports shoe”.

“HOW DO YOU CONSIDER THE IMPORTANCE OF SPORTS

SHOES”
 IMPORTANCE PERCENTAGE FREQUENC
(%) Y
Comfort 68 102
Price 4 6
Durability 16 25
Use in sports 10 15
Any other 2 2

80
68
70
60
50
40
30
20 16
10
10 4 2
0
Comfort Price Durablity Use in sports Any other

Comfort Price Durablity Use in sports 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.

“WHAT FACTORS INFLUENCE YOU TO GO FOR A

PARTICULAR BRAND”
 INFLUENCE PERCENTAGE FREQUENC
(%) Y
Quality 74 111
Price 5 8
Durability 13 20
Variety 8 11
Any other 0 0

80 74
70
60
50
40
30
20 13
5 8
10
0
0
Quality Price Durablity Variety Any other

Quality Price Durablity Variety Any other

COMMENT: people in the surveyed area mostly preferred the quality of the
brand instead of price and durability.
“DO YOU NORMALLY SWITCH OVER THE BRAND”

OPTION PERCENTAGE FREQUENCY

(%)
Yes 44 66
No 56 84

44%
Yes
No
56%

COMMENT: Most of the people were not ready to switch over from their
brand.

“IS THERE ANY EFFECT OF ADVERTISEMENT ON SELECTION

OF BRANDS”
OPTION PERCENTAGE FREQUENCY
(%)
Yes 69 104
No 31 46
PERCENTAGE(%)

31%

Yes
No

69%
COMMENT: Advertisement plays a crucial role in the brand selection

“WHAT KIND OF PROMOTIONAL TOOL YOU PREFER”

OPTION PERCENTAGE FREQUENCY

(%)
Lucky coupon 11 14
Free gift 14 22
Discount 60 91
Buy one get one free 15 23

100 91
90
80
70
60
60
50
40
30 22 23
15
20 11 14 14
10
0
Lucky coopen Free Gift Discount Buy one get
one free

PERCENTAGE (%) FREQUENCY

 COMMENT: Respondents were more inclined towards the discounts
Package in companies promotional tools.

OPTION PERCENTAGE FREQUENC

(%) Y
Yes 23 34
No 77 116

“WILL YOU BUY PREFERED BRAND AT LOW COST OF

NEGLIGIBLE QUALITY”
 77%

23%

Yes No

COMMENT: Most of the people do not want to leave their preferred Brand
at the cost of “low prices”

“IS THERE ANY IMPACT OF CELEBRITIES ON YOUR

PURCHASING”
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.

“WILL YOU PURCHASE ANOTHER BRAND OF SAME QALITY

WITH LESS PRICE”

OPTION PERCENTAGE FREQUENC

(%) Y
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.
“DO YOU THINK WEIGHT IS A FACTOR FOR CHOOSING A
BRAND”

OPTION PERCENTAGE FREQUENCY

(%)
Yes 83 125
No 17 25

17%

83%

Yes No
COMMENTS: weight proved its importance in purchasing of the shoe.
Most of the users preferred to wear lighter shoe.

LIMITATIONS OF THE STUDY

While surveying I encounter with some problems like-

 A survey should involve a larger sample size otherwise the findings of

the survey cannot be generalized.
 But a larger sample size may increase the time and cost of collecting
the primary data with the help of Questionnaire.
 In some of the retail showroom it is not allowed to get the
questionnaire filled.
 Many of the respondents were not willing to fill the 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 information’s regarding
our questionnaire.
 Another problem which I face was that people were hesitating to give
information about their views freely.
 FACTS AND FINDINGS

There was a questionnaire, which was filled by me from the employees to

know the
“Consumer Preference for Branded Shoes”

This research is conducted at many places in Delhi /NCR. The research

shows that there are various improvements which the company has to focus
to retain the customers and their employees.

 Price does not seem any obstacle in the way of consumers. Most of
the people were happy with given price range.

 The main ground on which shoe being purchased is the quality of the
shoe.

 Most of the people do not want to leave their preferred Brand.

 The consumers prefer the quality rather than price, durability etc.
 SUGGESTION AND RECOMMENDATION

Suggestions

 Provide good promotion schemes, offers to customers.

 Improve customer satisfaction on 4 P’s.

 Continuously add more verity of products in store

 Consistency in quality should be maintained.

 Woodland should try new dealer who have the potential. So they can
target more market.

 As there is a bottle neck competition between Woodland and its

competitors, it is necessary to take measure steps to overcome the area of
downfall in Woodland with respect to its competitors.

 Customer considers quality as their first preference, so the company

should give more stress on this.
 CONCLUSION

 Woodland has slowly but steadily carved it’s place in the world of
shoes.

 They are well-known brand in men’s footwear.

 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.
 ANNEXURE

QUESTIONNAIRE

Q.1 Do you prefer wearing sport shoes?

(a) Yes  (b) No 

Q.2 which brand you prefer?

(a) Nike  (b) Adidas 

(c) Reebok  (d) Action 

(e) Any other 

Q.3 Are you satisfied with the quality of preferred brand?

(a) Yes  (b) No 

Q.4 Are you satisfied with the price range of preferred brand?

(a) Yes  (b) No 

(c) No comment 
Q.5 if the price of your preferred brand increases will you purchase again?

(a) Same brand  (b) Cheaper brand 

(c) Any other brand 

Q.6 how do you consider the importance of sport shoes?

(a) Comfort  (b) Price 

(c) Durability  (d) Use in sport 

(e) Any other 

Q.7 what factors influence you to go for a particular brand?

(a) Quality  (b) Durability 

(c) Price  (d) Variety 

(e) Promotion 

Q.8 Do you normally switch over the brand?

(a) Yes  (b) No 

Q.9 does the advertising play any role in selection of brands of shoes?

(a) Yes  (b) No 

Q.10 what kind of promotional tool you prefer?

(a) Lucky coupon  (b) Free gift 

 (c) Discount  (d) Buy one get one free.

Q.11 Are you willing to buy the preferred brand at lower price with
negligible quality?

(a) Yes  (b) No 

Q.12 Is there any impact of celebrities on your purchase of sport shoes?

(a) Yes  (b) No 

Q.13 Will you purchase another brand of same quality with less price?

(a) Yes  (b) No 

Q.14 Do you think weight is a factor for choosing brand?

(a) Yes  (b) No 

BIBLIOGRAPHY
The lists of reference for the purpose of completing this marketing project
are as given below:

BOOKS:

Marketing Research By: G. C. Beri

Marketing Research By: Boyd and Stasch
Marketing Management By: Philip Kotler

INTERNET:

www.google.com

www.wikipedia.com

www.woodlandworldwide.com

www.delnet.nic.in
DOI:10.7241/ourd.20123.51