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About Liberty Foot wears Liberty Shoes have been fashioning for Liberty Foot wears all over 50 years now, for the style- conscious people around the globe. Currently with an annual turnover exceeding INR.600 crore (U.S. $150 million), Liberty Foot wears figure amongst the top 5 manufacturers of leather Foot wears of the world producing more than 50,000 pairs a day using a capacity of more than 3 lacs square feet of leather per month. Helping us dress up the feet of the fashion-driven and quality-seeking customers in more than 25 countries, which includes major international fashion destinations like France, Italy and Germany, is our worldwide distribution network of 150 distributors, 400 exclusive showrooms and more than 6000 multi-brand outlets. Our committment to quality is also evidenced by our ISO 9001: 2000 certification.

2. Corporate Philisophy Liberty as a brand is constantly evolving to keep pace with the changing trends , styles , beliefs and aspiration of people Innovation, technology and advancement constitute the core of the corporate philosophy of the Liberty Group. Liberty Foot wears at Liberty, boast of our healthy and heart-felt respect for the human ethos and Liberty Foot wears greet the arrival of the new with a sincere and deep regard for the old. Liberty as a brand is constantly evolving to keep pace with the changing trends, styles, beliefs, and aspirations of people while maintaining the sanctity of rich traditions like workmanship and values.

Vision The Group is committed to achieve the highest performance standards in each area of its business. It envisages itself as the most trusted name all over the world.

Mission Its the mission of the Liberty Group to continuously improve the quality of its products using cutting-edge technologies and following the latest trends. The group emerged with an enthusiasm to offer world-class products to its countrymen and it will carry forward the same attitude along with the determination to be the global leader.

A vision with an attitude The goal of an organization gets reflected in its mission and vision. Liberty Foot wears at Liberty, feel the pride of having a goal that inspires us to operate for the advancement of the people .

3.GROUP OF COMPANIES

Liberty Foot wears Liberty Foot wears is the only Indian company that is among the top 5 manufacturers of leather foot wears in the world The company has a turnover exceeding U.S. $100 million and produces more than 50,000 pairs of Foot wears per day. The company produces varieties of ranges covering virtually every age group and income category. The products are marketed across the globe through 150 distributors, 350 exclusive showrooms and over 6000 multi-brand outlets, and sold in thousands every day in more than 25 countries including fashion-driven, quality-obsessed nations like France, Italy, and Germany. To manufacture worldclass Foot wears to its people, the Group started its journey. Today, Liberty Shoes Ltd. is manufacturing not only for domestic market but also for its customers all over the world.

Liberty Whiteware With innovations in bathroom products and accessories that go beyond graceful lines, the company is setting new standards in the Indian ceramic sanitary ware industry. The products break the mould to achieve balanced and coherent integration of space, form, design and comfort. It is redefining the bathroom as a treasured sanctuary to luxuriate in. Liberty Whiteware is a part of the Rs. 350 crore Liberty Group, and it is taking the concept of luxury to a new level of excellence.

Liberty White is taking luxury to a new level of excellence. Through its unmatched products, the company is virtually redefining the bathroom as an epitome of luxury.

With innovations in bathroom products and accessories that go beyond graceful lines, the company is setting new standards in the Indian ceramic sanitary ware industry. The products break the mould to achieve balanced and coherent integration of space, form, design and comfort. It is redefining the bathroom as a treasured sanctuary to luxuriate in. Liberty Whiteware is a part of the Rs. 350 crore Liberty Group, and it is

taking the concept of luxury to a new level of excellence.

Liberty Retail Revolution

In the elite shopping avenues of fashion capitals "Revolutions" has begun its walk. The fashion accessory and Liberty Foot wears stores have begun operations in Chennai, Bangalore, Mumbai, Kolkata, Hyderabad, Pune, Indore and Lucknow. These are company managed and owned outlets where the emphasis is to deliver high fashion to the customers backed by quality service making it a delightful shopping experience. Liberty showrooms enter the international market as the company has plans of opening more revolution showrooms nationally & internationally. Through its chain of retail outlets, Liberty Retail Revolution is offering delightful shopping experience to the customers, which is backed by quality and elegance.

A success story originates in a vision. Liberty Group was the vision of three dreamers who thought of producing an Indian brand of foot wears to make a basic necessity available to their countrymen. Mr. D P Gupta, Mr. P D Gupta and Mr. R K Bansal looked beyond the geographical boundaries and brought cutting-edge technologies to their own country. Soon the name, Liberty became synonym to quality in the domestic market and this encouraged the company to invest further for enhancing production capacities and to cater to the demand of international markets. Today, Liberty is not only about foot wears. It has diversified into various sectors establishing an invincible business empire of prosperity. In the domestic market it is one of the most admired names that ensure quality. Liberty Group expanded and diversified into manufacturing of ceramic sanitary ware under the brand name Liberty White With innovations in bathroom products and accessories that go beyond graceful lines, the company is setting new trends in Indian ceramic sanitary ware industry. In order to offer unusual shopping experience to the customers, the group also entered into retailing and set up stores in the major cities under the brand name, Liberty Revolution The Liberty Group is expanding with the passage of time and it is committed to venture into more business areas keeping abreast with the demands and needs. Group at a glance

A success story originates in a vision. Liberty Group was the vision of three dreamers who thought of producing an Indian brand of footLiberty Footwearsar to make a basic necessity available to their countrymen.
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Mr. D P Gupta, Mr. P D Gupta and Mr. R K Bansal looked beyond the geographical boundaries and brought cutting-edge technologies to their own country. Soon the name, Liberty became synonym to quality in the domestic market and this encouraged the company to invest further for enhancing production capacities and to cater to the demand of international markets. Today, Liberty is not only about footLiberty Footwearsar. It has diversified into various sectors establishing an invincible business empire of prosperity. In the domestic market it is one of the most admired names that ensure quality. Liberty Group expanded and diversified into manufacturing of ceramic sanitary ware under the brand name Liberty WhiteLiberty Footwearsar With innovations in bathroom products and accessories that go beyond graceful lines, the company is setting new trends in Indian ceramic sanitary ware industry. In order to offer unusual shopping experience to the customers, the group also entered into retailing and set up stores in the major cities under the brand name, Liberty Revolution The Liberty Group is expanding with the passage of time and it is committed to venture into more business areas keeping abreast with the demands and needs.

4. Liberty Brands

Liberty has developed a spectrum of exclusive brands for both males & females across all age groups, each of which has been given that extra edge to cater to a specific target requirement. Today the new range from Liberty is all about style, design, and comfort. The range imbibes the spirit of fun and is stylish in accordance with the recent fashion trends.

5. Business Ethics Liberty conducts its Business with honesty, Integrity and respect for all thosewho come in contacts with it The Liberty Group is fully appreciative of the fact that its reputation originates not only from quality products and technological innovations but also from the manner of its dealings with customers, suppliers, government officials and all those who are outside the Liberty Group. Utmost importance is also given to ensure a safe, healthy and non-discriminatory work environment for all Liberty employees where they are free from harassment of any form by supervisors, seniors, co-workers, customers and suppliers. Ethical standards and practices are strictly followed at Liberty Foot wears. Liberty Foot wears fare of society is above all the business interests. Without society, a business enterprise does not have any existence. Liberty Foot wears at Liberty Group, take various measures for the advancement

6. Distributions Retail Liberty Foot wears believe that every segment of our wide customer base has a right to fashionable Liberty Foot wears which makes them look good, and feel good. Hence, while Liberty Foot wears devote the most fashionable selections to those with high tastes in style; our offerings also blend fashion with affordability. At the same time, a wide range of industries are able to function more effectively, benefiting from the safety shoes offered by Liberty which is operating 400 exclusive stores and 6000 multi brand outlets. Distribution The world chooses to step ahead in our Liberty Foot wears. And so Liberty Foot wears, in turn, step ahead with a strong distribution network that reaches out to the most far flung areas of India, and beyond to more than 25 countries across the world. This strong and ever expanding network is a reflection of our commitment to dress more feet fashionably. Institutional sales With increasing construction and development activity taking place across the world, the need to ensure safe working conditions for the workforce is at an all time high. The Liberty Foot wears comes in the form of the world class range of Warrior Safety Shoes from Liberty that helps industries around the globe work safe, work better. Conforming to Euro Safety Norms (EN 345), this safety at Liberty Foot wears is recognized as standard professional gear for workers in light and heavy engineering units as Liberty Foot wears all as defense forces. So the feet the world moves on, moving in Liberty Foot wears.

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7. Marketing strategies online shopping of Liberty Brand International Brand Of Liberty

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8. Strategies Of Promotion The Impact of Celebrity Endorsements on Consumer Brand Preferences The crescendo of celebrities endorsing brands has been steadily increasing over the past 20 years or so. They have firm believe that like ability or a favorable attitude towards a brand is created by the use of a celebrity. The crore of rupees spent per year on celebrity endorsement contracts show that celebrities R.Roshan for Promotion of Liberty Brand Products an important role for the advertising industry. It is an established fact that celebrity endorsement can bestow unique features or special attributes upon a product that it may have lacked otherwise. In India from late 1970's and early 80's the new trend in advertising started. Brands started being endorsed by celebrities. Hindi film and TV stars as Liberty Footwears all as sportspersons Liberty Foot wears re- roped in to endorse prominent brands. Advertisements featuring stars like Late Jalal Agha (Pan Parag), Tabassum (Prestige cookers), Sunil Gavaskar for Dinesh Suiting, Ravi Shastri and Vivian Richards (Vimal), Persis Khambhata and Kapil Dev (Palmolive Shaving cream) became common. Though marketers should remember that celebrities are mere living beings like us and if they can highlight the benefits or advantages of a brand they can also have some uncanny negative impact. Theory and practice suggests that the use of stars and their unleashing image is really helping Liberty Foot wears in advertising generate a lot of publicity and attention from the public but the underline questions are, do these stars really help a brand by increasing its sales? On the other hand, can they really have an Impact on the person's consumption pattern, thereby
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changing his brand preference? How an advertisement featuring a celebrity can influence consumers buying decision and can create an association between Liberty Foot wears a brand and a common man. To ans Liberty Foot wears these questions, the article will examine the relationship between Liberty Foot wears celebrity endorsements and brands, and the impact of celebrity endorsement on consumer's buying behavior as Liberty Foot wears all as how consumer makes brand preferences. Liberty Foot wears will apply a wide range of accepted principles of how consumers brand attitudes and preferences can be influenced, how buyer's behavior can be influenced, how buyer's behavior can be molded. Liberty Foot wears will use the principles of credibility of source and attractiveness, the match-up hypothesis, the consumer decision-making model and the communication model to understand this phenomenon.

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9. Brand- A layman perspective Brand is the proprietary visual, emotional, rational and cultural image that you can associate with a company or the product. Few examples will bring home the meaning i.e. Amul - utterly butterly delicious; Coke thanda matlab coca-cola; Pepsi Yeh dil mange more; Kurkure- Masti bole to kurkure and Daewoo ka India. These examples convey one message that when people watch advertisement a connect is being created and result is that people go for experience of buying. People feel by using the brand they will portray certain traits or characteristics that otherwise they do not have. This generates a certain level of emotional affiliation and a sense of fulfillment. Advertisements enforces what exactly the brand stands for and what to expect by its consumption and above all what factors, features and attributes makes it better from competition. Advertisements along with other marketing efforts generate expectations and feelings in a customer and force them to think when they see or hear the brand name. This Thinking process and emotional bonding gets more mature and relevant when a celebrity endorses the brand. The subjective intangible feelings of a customer become objective and tangible in the form of celebrity and the level of expectations will rise. The customer will start to perceive himself in the reference frame of the celebrity after the brand or the advertised product has been purchased or consumed by him.

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10 .Celebrity Endorsements Celebrities are people who enjoy public recognition and mostly they are the experts of their respective fields having wider influence in public life and societal domain. Attributes like attractiveness, extraordinary life style or special skills, larger than life image and demigod status can be associated with them. It is safe to deduce that within a corresponding social group celebrities generally differ from the social norm and enjoy high degree of public awareness. Celebrities appear in public in different ways. To start, they appear in public when fulfilling their professional commitments example: Mahendra Singh Dhoni, who played cricket in front of an audience in Liberty Foot wears -Liberty Foot wears World Cup. Furthermore, celebrities appear in public by attending special celebrity events, example: the movie award nights; special screening; world premiers of movies or for social causes. These celebrities have universal presence and appeal, they are present everywhere, in news, fashion shows and magazines, tabloids and above all advertisements. Celebrity and a Brand Liberty Foot wears in India can be gauged by the successful endorsements done by Sharukh Khan (Pepsi, Hyundai Santro, Sunfeast, and Navratan etc.), Amitabh Bachchan, Sachin Tendulkar, Rahul Dravid, Hrithik Roshan and the others. The inevitable question is, if and how the lively interest of the public in the rich and famous can be efficiently and effectively used by companies to promote their brands and consequently to increase their sales revenues.

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This fact can be brought out by using certain examples i.e. Mr. Amitabh Bachchan promoting Cadbury chocolates after the fiasco of infestation when the image of Cadbury India Liberty Foot wears not very low in the eyes of people. Soon the company found a perfect fit and a reliable celebrity to transmit the correct message and help regenerating the lost trust. The fit between Liberty Foot wears the product and celebrity is evident as Mr. Bachchan and Cadbury chocolates both have tested troubled times and still they stand tall and the love and trust they both share with the people all across India. This is a live example of how a celebrity brought certain attributes to a product like chocolate. Actor Sharukh khan has also endorsed diversified products. His endorsement basket is ranging from Hyundai Santro to Sunfeast biscuits on one hand and from Compaq computers to Videocon electronics on the other. According to Advertising research companies both the actors are doing Liberty Footwearsll and the ad spent on both by the companies is increasing at a phenomenal rate, so does their basket of endorsements. These actors bring reliability and trust in the brand and above all, they help in increasing the sales revenues. Celebrity endorsements are poLiberty Footwearsrful, has become evident from the above two examples but, why is it so? This poLiberty Footwearsr is offered by the following elements, which also creates a 'Top of the Mind Position'.

* Instant Awareness, knowledge about the brand and easy recall. * Values and image of the brand is defined, highlighted and refreshed by the celebrity. * The celebrity adds new edge and dimension to the brand.
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* Credibility, trust, association, aspiration and connectivity to brand. * Belief in efficiency and new appearance that will result in at least trial usage. 11. Understanding Consumer Behaviour Consumer behaviour is the study of how people buy, what they buy, when they buy and why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision-making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. The study and knowledge of consumer behavior helps firms and organizations to improve their marketing strategies and product offerings. Following are the important issues that have significant influence on consumer's psyche and their ability to take decisions:

The psychology of how consumers think, feel, reason, and select betLiberty Foot wears different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions.

Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome.

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How consumer motivation and decision strategies differ between Liberty Foot wears products that differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

Their Age, Religion, Culture, Income, informal group and Referent Group.

Understanding these issues helps us adapt our strategies by taking the consumer into consideration. Consumer Decision-making process

The given process is very complicated though on first sight it does not look so. Process starts with problem recognition or with an unsatisfied need. Something that a consumer would like to have or purchase in order to attain satisfaction. This need can be Psychological, attitudinal or Physiological but yes it should have the capacity to be fulfilled by consuming a particular product or service. To satisfy the given need what all are the components that should be taken into consideration and how Liberty Foot wears can maximize the satisfaction is the next stage. In this stage, Liberty Foot wears will cover ability to purchase, level of
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involvement, people whose opinion will count and other relevant details that will help us in optimizing satisfaction. Based upon information search Liberty Foot wears will generate various alternatives i.e. which brand or product is affordable for me, where will it be available comfortably and above all in comparison to other brands or products how better or economical it is. Evaluation stage will look like cost benefit analysis and based upon maximum value or utility per rupee spend, Liberty Foot wears will decide or shortlist the product or brand. This is the decision and confirmation stage where the consumers prepares himself for the purchase of a particular brand and give preference to one and only one over and above the others. Next comes the purchase when the consumer will finally go to the market and look for the brand or the product, physically verifies it and purchases it. Last is the post purchase Evaluation in which the customer wants to justify his consumption or purchase decision. He tries to find out whether his purchase decision was right or not. Companies make lot of effort to tackle this situation successfully and they want the customer to be satisfied with their product. This stage may result into three situations, first is satisfaction where customer is satisfied and he got expected results but this does not necessitates the repeat purchase by the consumer. Second is dissonance where the consumer is not satisfied as he got less utility or less than expected result from the consumption or product performance. Third is Delight, here the consumer gets more than expected satisfaction and utility and this will assure the repeat purchase and creation of brand loyalty.
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Traditional Factors affecting consumer decision making There are several factors that affect consumer's decision to purchase a brand and a product. These factors though at time are not very much visible but they make an impact and affects sales of a product or brand up to a great extent. The table below shows some of these factors.

Impact of a Brand on consumer purchase decision Research studies have proven that known products and names are sold more than unknown ones. Therefore, a known brand or an optimally exposed brand will find more recognition and buyers in the market in comparison to completely unknown or unexposed brand. Recognition of brand and its significance along with the

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traditional factors plays a very significant role in consumer decision-making process. More or less every consumer has a brand preference and given the affordability and societal norms, each buyer would like to buy and consume one of the highly acceptable, recognizable, and reputed brands.

The above given model explains the important role that a brand plays in three different stages of consumer's purchase decision making. A consumer start collecting data or information about his favorite brand than he keeps his favorite as one of the alternatives and he evaluate his selected brand against all available options and on finding it suitable or best among all options based upon a qualitative and quantitative evaluation he will ultimately purchase the selected or favorite brand. The campaigns are not only basking with the glory of success stories, but there is considerable number of failures as Liberty Foot wears. Assuming that a person just have to be famous to represent a successful brand, Liberty Foot wears forever, would be incorrect and may turn out to be a very dangerous preposition resulting into a big calamity for the entire advertising campaign or the brand.
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Liberty Foot wears accepted and attractive super stars like Abhishek Bachchan and Amitabh Bachchan failed in turning their endorsements into success i.e. Maruti Versa similarly Virendra Sehwag also failed to deliver Reliance Telecommunication with the master stroke of his cricketing genius. Among the possible reasons identified by several authors, including overexposure and identification, the 'match-up hypothesis' specifically suggests that the effectiveness depends on the existence of a 'fit' between Liberty Foot wears the celebrity spokesperson and endorsed brand. Empirical work on the congruency of brand with the celebrity often has concentrated on the physical attractiveness of the endorser. Results show that an attractive spokespersons are more effective in terms of attitude change when prompting brands that enhance one's attractiveness i.e. cosmetics; health drinks or fashion Liberty Foot wears. Primary data states, for celebrity spokespersons to be truly effective, they should be knowledgeable, experienced, mature, and a bench mark in their respective field and qualified to talk about the product.

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12. Transferring the Meaning After watching an advertisement the consumers try to find the meaning of the advertisement and associate the same with the endorser and eventually transfer to the brand. To understand this phenomenon Mc Cracken (1989) suggested a comprehensive model known as Meaning Transfer Model. This three-stage model suggests how the meaning associated with the famous person moves from the endorser to the product or the brand. Thus, meanings attributed to the celebrity become associated with the brand in the consumer's mind. Finally, in the consumption process, the customer acquires the brand's meaning. The third stage of the model explicitly shows the importance of the consumer's role in the process of endorsing brands with famous persons. In contrast to anonymous endorsers, celebrities add value to the image transfer process by offering meanings of extra depth for Liberty Foot wears, what is complemented by their life style and personalities. Therefore, to transfer the correct meaning to the consumer the company should select a celebrity that will produce the most favorable response for consumers and for the purpose the celebrity should have, the appropriate set of characteristics and the public should be able to visualize and comprehend the same. The company should consider the consumer's needs while developing their communication strategy and selecting an appropriate celebrity to transmit the same, i.e. Kurkure used actress Juhi Chawala with the punch line 'Masti Bole To Kurkure' and the actress on screen and offscreen personifies the masti and helps the brand in communicating the same easily. Compatibility of the celebrity's persona with the overall brand image is very important, as a celebrity imparts credibility and inspirational value to a brand and his or her image should perfectly match the brand's image. A good brand campaign
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idea and an intrinsic link between Liberty Foot wears the celebrity and the message are must for a successful campaign. Certain elements that generate a perfect match or compatibility between Liberty Foot wears the celebrity and brand image are:

* Celebrity's fit with the brand image along with celebrity-target audience match. * Celebrity associated values and celebrity-product match. * Costs of acquiring the celebrity and his or her popularity along with controversy risks associated with the celebrity. * Credibility, availability and physical attractiveness of celebrity. The above points can be put to perspective by using two examples, first Kapil Dev's 'Palmolive da jawaab nahin' and second Nakshatra's brand recall due to its endorser, the gorgeous Aishwarya Rai Bachchan. Both brands have edged out and carved out their niche in consumer's mind due to image and credibility of their endorsers. These Liberty Foot wears the cases of perfect match between Liberty Foot wears the brand image and the image or persona of the celebrity endorser.

celebrity endorsement advertising strategy Concludes A brief assessment of the current market situation indicates, that celebrity endorsement advertising strategy can under the right circumstances indeed justify the high costs associated with this form of advertising. The use of celebrity for
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endorsements create a very favorable impact on the consumer and it creates a connect which forces a consumer to purchase a product. However Liberty Footwears , as several failures show, it is essential for advertisers to be aware of the complex processes underlying celebrity endorsement. It has been proved from the discussion that celebrity endorsements are a powerful for Liberty Foot wears and useful tool that magnifies the effect of a campaign but the word of caution to be followed by Liberty Foot wears seriously; celebrities alone do not guarantee success nor does a great advertising campaign or the best possible product. It is the combination of several factors and elements that work together for the success of a brand and its acceptance in the minds of consumers as Liberty Foot wears as for its market offering. Modern day consumers are Liberty Foot wears educated and smart, they know celebrities are being paid for these endorsements and this knowledge makes consumers rather more cynical about the product and celebrity endorsements. Majority of the consuming population also knows what is advertising and how it actually works and this knowledge of consumer makes the task of celebrity endorsement all the more difficult and challenging for the advertising companies and the sponsors. Indian companies both advertising and product offering companies have top make an effort to overcome this ever-mounting challenge.

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13. MANAGEMENT SYSTEMS CERTIFICATION Liberty Brand ISO 9001 BIS is operating following Management Systems Certification Schemes:1. Quality Management Systems Certification Scheme 2. Environmental Management Systems Certification Scheme 3. Occupational Health and Safety Management Systems 4. Hazard Analysis Critical Control Point.

BENEFITS TO THE CERTIFIED FIRM

The firm with BIS Quality Management Systems Certification license provides:

i) Clear indication of its capabilities ii) Strong evidence of its commitment to quality iii) Assurance of consistency in quality of product/ service with timely delivery; Disruptions to routine caused due to multiple assessments by various customers are reduced. Firm is forced by itself-self motivated to consider improvement to the system through regular audits by BIS. Reduces the incidence of product failure, in-turn improves credibility of the firm. Leads to less material wastage, production down time, rework, etc. through an increase in `quality know-how' and efficiency.
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Being internationally recognized, the firm's quality will have world-wide acceptance. Better choice and monitoring of the firm's supplies. Puts all operations on a scientific basis. Motivates all employees and ensures their involvement. Provides stepping stone to TQM. BENEFITS TO CUSTOMERS Provides assurance and satisfaction that their needs for quality will be met. Saves time and money by reducing the need for assessment of their suppliers. Reduces incoming inspection costs. Work with reduced inventory levels, effecting significant cost reductions. Simplifies purchase decisions. Creates confidence in their suppliers because of the approval by an independent third party. Better service, better and quick complaint redressal.

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14. Data analysis Research on Liberty footLiberty Footwearsar 1. Do you like Liberty Foot wears ? a) Yes b) No

2. What kind of Foot wears you wear Branded or non brand ?

a. Branded b. Non branded

0% 8%
Branded 92%

Non Branded

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3. Are you aware of Liberty Brand in foot wears segment? a) Yes b) No

If yes, why do you prefer Liberty Foot wears over other brand ? c) Quality d) Price e) Advertisement f) All of three
5% Quality
Price

10% 8%

77%

Advertisement All other

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4. How different is the style of expressing information in the ad comparing of Liberty Brand using R. Roshan (celebrity) with other brands? a) Not at all different b) Quite different c) Very different

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5. Do you like Add campaign of R. Roshan for Brand campaign for Liberty Foot wears ? a) Yes 100% b) No

7 .You purchased Liberty Foot wears product because; ______________ c) Liberty ad is influencing 69% d) Its Liberty product 19% e) Both 12 %

12%

19%

69%

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6. How do you scale Liberty Foot wears Brand ?

ATTRIBUTE

POOR

AVERAGE

GOOD

EXCELLENT

PRICE

48%

22%

23%

07%

Quality

20%

14%

20%

46%

PACKAGING Brand

33%

18%

12%

37%

12%

16%

23%

49%

AVAILABILIT Y

12%

15%

23%

50%

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15. FINDINGS Findings constitute the core part of the body of the report. The findings section constitutes the Meat of the report. Findings are the results of the study. This section makes up the bulk of the reports. The specific objectives of the study should be kept in mind and findings presented with them in view. The list of information needed to achieve the objectives, which was prepared in the problem formulation step, should limit the scope of the findings presented. Research has suggested that, Nearly 90% of the sample prefers Liberty foot Liberty Foot wears brand . Liberty products are Liberty Foot wears known for their Price and quality as compared to other products. I find the main thing that is Liberty brand name has very good image in consumers mind and they consider it as quality Product. Almost 95% says, Liberty is among the top 3 brand in the market However Liberty Foot wears the advertisement has created a new aspect of enjoying in Liberty Foot wears segment .

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16. CONCLUSION So finally its time to answer Liberty Foot wears the simple yet important question, Is celebrity endorsement worth the investment? And the obvious yet logical answer Liberty Foot wears is YES. Today the advertising world has gained strong identity of itself. Advertisements have come to be heroes in themselves. A celebritys visibility today hinges not so much on the number of films he has recently acted in, as on the number of advertisements he has starred in, and the frequency of new mega hits from Yash Chopra or Karan Johar, and even watch it with the same curiosity. As said truly Celebrities can add value to an idea provided you have one. The visible and not so visible demerits of celebrity endorsements are all up to how the endorsement is handled. Sometimes, a good brand uses a celebrity ineffectively, and there are times when a smaller brand does extremely Liberty Foot wears with good use of a celebrity endorser. It is not fair to blame the celebrities for the failure of endorsement deals. It all boils down to the strength of the idea which constitutes the ad and how Liberty Foot wears has the celebrity been used to add spice to those ideas. Whatever the reasons, the reality is that celebrities can and do play a role in building brands. A good celebrity coupled with a great idea can never go wrong. Making the right choices in terms of personality, values, associated emotions and code of conduct is critical. The wrong choice could be lethal.

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17. BIBLIOGRAPHY Books: Marketing Management: By Philip Kotler Celebrity sells: By Hamish Pringle Newspapers: 1. Times of India 2. Mid-day 3. Business Standard Liberty Footwearsbsites: 1. www.libertyshoe.in 2. www.magindia.com 3. www.agencyfaqs.com 4. www.indiatimes.com 5. www.yahoo.com 6. www.hinduonnet.com

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