Beruflich Dokumente
Kultur Dokumente
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Acknowledgement
I also thankful to my friend who helped me a lot in the completion of this project.
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EXECUTIVE SUMMARY
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.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.
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Trainers went (briefly) out of fashion; economic slowdown and labor problems hit
Asian performance. But the group has bounced back, retaining its iron grip on the
sporting apparel sector and still undisputed leader in sports-oriented street wear.
Reebok is the world's third-largest maker of sneakers, athletic shoes and sports
apparel. Goods are sold under the brands Reebok, Rockport and Greg Norman
Collection. Reebok is also the official outfitter of the NFL and has an exclusive
deal to supply NBA jerseys beginning this season.
Reebok announced in July it would merge with German sporting apparel
company adidas-Salomon in a deal valued at $3.8 billion. The merger is
expected to be completed by the first half of 2008 and will create the 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 2008, Reebok had net income of $192.4 million and sales of $3.7
billion.
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TABLE OF CONTENTS
S.no. Topic Name Page No.
1. Acknowledgement 3
2. Executive Summary 4
3. Company Profile
CONTENT PAGE NO
Certificate 1
Declaration 3
Research Objectives 6
Limitations 11
12-28
Annexure 44-48
5
Bibliography 49-50
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INDUSTRY
PROFILE
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ABOUT SHOES?
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
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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
• Overshoes or galoshes - a rubber covering placed over shoes for rain and
snow protection
• Shoe bag - a bag that protects shoes against damage when they are not
being worn
• Shoe stretcher - a tool for making a shoe longer or wider or for reducing
discomfort in areas of a shoe
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Types of shoes
Dress shoes are categorized by smooth and supple leather uppers, leather soles,
and narrow sleek shape. Sturdy leather uppers, non-leather outsoles, and wide
profile characterize casual shoes.
Some designs of dress shoes can be worn by either gender. The majority of
dress shoes have an upper covering, commonly made of leather, enclosing most
of the lower foot, but not covering the ankles. This upper part of the shoe is often
made without apertures or openings, but may also be made with openings or
even itself consist of a series of straps, e.g. an open toe featured in women's
shoes. Shoes with uppers made high to cover the ankles are also available; a
shoe with the upper rising above the ankle is usually considered a boot but
certain styles may be referred to as high-topped shoes or high-tops. Usually,
laces or zippers secure a high-topped shoe, although some styles have elastic
inserts to ease slipping the shoe on.
Shoes made from real crocodile skin, in a conservation exhibit at Bristol Zoo,
England
Men's shoes
• Balmorals - the vamp has a V-shaped slit to which the laces are attached;
also known as "closed lacing." In England, the balmoral is known as the
Oxford. American clothing companies to market shoes that are not
Oxfords, such as rubber-sole bluchers, use the word “Oxford”.
Various other closings exist but are less popular such as side-elastic closings.
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• 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 balmoral and blucher styles. In England this is called a
brogue.
Women's shoes
There are a large variety of shoes available for women. Some broad categories
are:
Pumps, known in the US as ballerinas or skimmers, are shoes with a very low
heel and a relatively short vamp, exposing much of the instep. They are popular
for warm-weather wear, and may be seen as more comfortable than shoes with a
higher heel.
High heels may be shoes with heels 2 inches (5 cm) or higher. They are often
seen as having more sex appeal than low heels (see article for discussion) and
are thus commonly worn by women for formal occasions or social outings.
• Sneaker boot and sneaker pump - a shoe that looks like an athletic shoe,
but is equipped with a heel, making it a kind of novelty dress shoe
• Boots - Long shoes (covering the ankle) frequently made of leather. Some
are designed to be used in times of bad weather, or simply as an alternate
style of casual or dress wear. Styles include rubber boots and snow boots,
as well as work boots and hiking boots.
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• 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.
• Golf shoes - with "spikes" for better grip in grass and wet ground.
Originally the spikes or "cleats" were made of metal but replacable "soft
spikes" made of synthetic plastic-like materials with prongs distributed
radially around the edge of each spike are much more common today
(and are required on many golf courses since they cause less damage to
the greens)
• Climbing shoes, also known as hiking shoes or boots - usually have a high
somewhat stiff upper with many lace eyelets, to provide ankle support on
uneven terrain, with extra large traction on the sole.
• Walking shoes - have a more flexible sole than the running shoe, lighter in
weight than the hiking boot, may have air holes, may not be water proof.
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• 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.
• Cycling shoes are equipped with a metal cleat to interface with clip less
pedals, as well as a stiff sole to maximize power transfer and support the
foot.
Orthopedic shoes
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
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slippers. They are most commonly pink, white, black, or pale tan, although
they may be made in specialty colors such as red or blue.
• Character shoes - shoes with a 1"-3" heel, which are usually made of
leather, and often have one or more straps across the instep to secure the
foot during dance. They may come in soft-soled (suede) or hard-soled
varieties. They may be adapted into tap shoes by attaching taps.
Work shoes
Work shoes are designed to stand heavy wear, to protect the wearer, and
provide high traction. They are generally made from sturdy leather uppers and
non-leather outsoles. Sometimes they are used for uniforms or comfort by
nurses, waitresses, police, military personnel, etc. They are commonly used for
protection in industrial settings, construction, mining, and other workplaces.
Protective features may include steel-tipped toes and soles or ankle guards.
Historical shoes
Footwear has been worn for tens of thousands of years. Shoes of the past
include:
• Espadrilles: these sandals, which are still worn today, are found as early
as the 14th century.
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Maintenance
• Breaking-in - Some shoes are made of hard but deformable material. After
a person wears them multiple times, the material reforms to fit the
wearer's feet. The person is said to have broken in the shoes.
• Heel replacement - heels periodically wear out. Not all shoes are designed
to enable this.
• Sole replacement - soles also wear out. Not all shoes can have their soles
replaced.
• Shoelace replacement.
• When unfit for use, shoes can be treated as trash or municipal solid waste
and disposed of. The exception can be with most athletic sneakers which
can be recycled and turned into other raw materials. See Nike Grind as an
example.
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MARKETING MIX
PRODUCT
FUNCTIONALITY
FEATURES
• Light weight
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BRAND
• WOODLAND
WARRANTY
• For 1 year
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PRICE
Price of shoes is totally based on the relative prices of the other available brands
in the market
• Lakhani
• Action
• Liberty
• Bata
• M&B
• Nike
• Reebok
• Addidas
• Red tape
• Lomani
• Wood land
• Puma
• Austin, etc.
Out pricing polices will be based on value based pricing and competitive
based pricing,
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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
• Rajisthan.
• Uttar Pradesh
• Daman etc
MARKET COVERAGE
LOCATIONS ( for distribution)- trying to cover major urban and sub urban areas
of:-
• Delhi
• U.P
• Maharastra
• Bihar
• West Bengal
• Andhra Pradesh
• Tamil nadu
• Madhya Pradesh
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• Rajasthan
• Karnataka
• Gujarat
• Orrisa
• Kerala
• Punjab
• Harana
• Chhattisgarh
• Uttaranchal
• Goa
• Arunachal Pradesh
• Mizoram
• Pondicherry
• Jodhpur
PROMOTION
ADVERTISING
• Visual media
PUBLIC RELATIONS
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PEOPLE
PHYSICAL DISTRIBUTION
CHANNELS OF DISTRIBUTION
Factory
C&F
Retailers
Customers
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• hiring carriage from independent carriers
PACKAGING
• Logo is printed on the top leaf of the box with red color
• No usage of poly bags either inside for packing and for disposing off to the
customers
Fitting tips
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 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 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.
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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.
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, moulding 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
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.
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• Nubuck – is similar to suede and is easily marked even if you touch it
lightly with your fingers, but they brush off easily.
In India, synthetic materials and fabrics are used for the uppers and insole or
lining of a shoe.
PVC
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
•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
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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
Materials
Customer promise .
Product presentation
All the items are clearly marked with the price, size and description of the
materials used to make the product, thus saving you time and making your
choice easier.
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SPECIAL ATTRACTIONS
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.
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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.
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.
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.
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SEGMENTATION PROCEDURE
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
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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.
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PRICING STRATEGY
Out pricing polices will be based on value based pricing and competitive
based pricing,
Since our quality of product is good and we have number of different features
provided
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Competitive 5 Forces modal:
The five forces modal of Porter is an outside-in business unit strategy tool that is
used to make an analysis of the attractiveness (value) of an industry structure.
The Competitive Forces analysis is made by the identification of 5 fundamental
competitive forces:
• The entry of competitors -It basically deals with figuring out how easy or
difficult is it for new entrants to starts to compete, what kind of barriers do
exist, etc.
• The threat of substitutes –It deals with analyzing how easily can our
product or service be substituted, especially by cheaper versions.
• The bargaining power of buyers- how strong is the financial position of the
buyers.
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• The rivalry among the existing players-Is there a strong competition
between the existing players or not.
Value Chains
Michael Porter first developed the concept of value chains in his work on
competitive advantage. Since then, there has been a considerable amount of
work to expand on Mr. Porter’s original concepts. Value chain analysis, along
with supply and demand chain analysis, are staples of modern business
management.
Value chain and value coalition analysis is a business design approach that
defines processes based on economic value to a customer. To illustrate the
value of the approach, we can briefly compare it to two other widely used
business process design approaches, 1) work activity and, 2) functional
organization:
A work activity based approach is a process design based purely on some set of
activities supporting a workflow. An activity is defined as some effort that
transforms or creates an object.
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Functional Organization
This approach involves the top down organization of functions based on types
of activities, e.g., finance, marketing, and engineering. This approach is
generally the least effective as it tends to result in disconnects across the
enterprise as well as sub-optimized processes, but it is very popular due to its
simplicity. As illustrated below, you can map a functional hierarchy to a process
map, but one does not flow out of the other. The theory is that the process-
based activities, especially in the case of a value chain based process design,
will better align your enterprise to its customers.
Using the value chain approach, processes that provide direct value to the
customer are modeled first. Derivative processes that support the value chain
processes are modeled to support the value chain. The general concept is that
by defining your enterprise around the revenue producing value chain processes,
the enterprise will be more effectively aligned with its customer’s needs.
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Manage Vendors &
P rovide Sourcing
Provide Aggregate
Provide Quotes
Pricing
The term ‚Margin’ implies that organizations realize a profit margin that depends
on their ability to manage the linkages between all activities in the value chain. In
other words, the organization is able to deliver a product / service for which the
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customer is willing to pay more than the sum of the costs of all activities in the
value chain.
The value chain method has been extended to include the value coalitions,
which recognizes that some processes need to allow greater flexibility. The value
coalition® model recognizes that value is often created by the simultaneous
interaction of several units:
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Marketing Production
R&D
CUSTOMERS
In the above illustration, R&D, Marketing, Production and Customers all are
viewed as working together to add value. Problems arising in the value coalition®
model thus involve several units and requires their simultaneous participation to
find solutions.
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Performance management measures are ordained by the organization’s strategic
direction and the tactics required to achieve the strategy.
Hierarchy of Performance
C Values Chain & Coalition
O
M Performance
P
L
Team
E Performance
X
I Individual
T
Y Performance
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CONSUMER BEHAVIOUR
Effective marketing requires insight into consumers’ mind. It ensures that the
right product are conceived, produced & offered to the right consumer in the right
way.
What influence consumer behavior: - There are 3 factors that influence consumer
behavior:
3. Personal factors
-Age & stage in
the life cycle
1. Cultural factor
-Occupation &
- Culture 2. Social factors
Economic
- Sub culture -Reference group
circumstances
- Social life -Family
-Personality & self
-Roles & Statuses
concept
-Lifestyle & values
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Social life: All of the human societies have any social life. Social classes
have several characteristics. First one social classes differ in dress, speech
pattern, and many other characteristics. Second one, persons are perceived as
occupying inferior or superior positions according to social classes. Third, social
classes indicated by a cluster of variable for example, occupation, income,
wealth, education & value system etc. And fourth one individual can move up and
down the social-class ladder during the lifetime.
Social classes show distinct product & brand preferences in many areas
including clothing, home furnishing, leisure activities and automobiles. For
example
KELLOGG INDIA : Kellogg cornflakes : Indian consumer use hot milk {Firstly
failed.}
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The Porvogue Website is targeted at the youth market.
People choose product that reflect & communicate their roles & actual status in
the society. For ex.-
Age & stage in life cycle: People buy different goods and services over a life
time. Marketers should also consider life events like marriage, childbirth, illness,
divorce, widowhood etc. as giving rise to new needs. Ex.-
BANK OF AMERICA (BOA) : Client manager : for help the person’s help
Occupation & economic circumstances: Blue caller workers : Work clothe, work
shoes, lunchboxes. President : Dress suit, air travel, country club membership.
Economic circumstances : Spendable income (level, stability, time pattern) ,
saving, assets, debts, borrowing power etc.
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Lifestyle & values: - Lifestyle : It is a persons’ pattern of living in the world as
expressed in activities, interests & opinions.
People from the same subculture, social class & occupation may lead quite
different life style. Consumer decisions are also influenced by core values, the
belief systems that underlie consumer attitudes & behaviors.
Motivation: A motive is a need that is sufficient pressing to drive the person to act.
• HERZBERG’S Theory: - Fredrick Herzberg develop a two factor theory that tell
between ‘Dissatisfiers’ (factor that cause dissatisfaction) & ‘Satisfier’ (factor that
cause satisfaction). The absence of ‘Dissatisfiers’ is not enough; ‘Satisfier’ must be
present to motivate a purchase. Ex.-
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This theory has two implications. First, seller should do their best to avoid
dissatisfiers & Second, the sellers should identify the major satisfier or motivator of
purchase in the market & supply them.
In marketing, perceptions are more imp. than the reality. It will affect
consumer’s actual behavior. It has three process :
• Selective attention : It means that marketer have to work hard to attract the
consumer’s notice. People like following types of stimuli :
1. That relate to a current need (Which thing want to buy that ad’s attract
consumer.)
2. That they anticipate (Radios in the computer stores.)
3. Whose deviation are large in the relation to the normal size of stimuli (5
Rs. off or 100 Rs. off)
• Selective distortion : It is the tendency to interpret inf. in a way that will fit our
preconceptions. It can work to the advantage of marketers with strong brand
when consumers distort neutral brand inf. to the it more positive.
• Selective retention : People will fail to register much inf. to which they are
exposed in memory but will tend to retain inf. that supports their attitudes &
beliefs Because of selective retention. It means we are like to remember
goods points about a product which we like & forgot good points about the
competitors.
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Consumer
Psychology
-Motivation
-Perception
Marketing Other stimuli Buying decision
-Learning
stimuli -Memory
process
-Product & -Economic -Problem
services -Tech. recognition
- Price -Political - Inf. search
-Distribution - Cultural -Evaluation of
& alternatives
Communicati- -Purchase
on
decision
Consumer -Post purchase
Characteristics behavior
-Cultural
-Social
- Personal
Purchase decision
-Product choice
-Brand choice
-Dealer choice
-Purchase amt.
-Purchase
timing
-Payment method
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MODEL OF CONSUMER BEHAVIOR
A drive is a strong internal stimulus impelling action. Cues are minor stimuli
that determine when, where & how a person responds. For Ex.-
Learning theory teaches marketer that they can build demand for a product
by using motivating cues & providing +ve reinforcement.
Memory process : 1. Encoding : It refers to that how & where inf. gets into
memory Form contents and situations of the market or consumer. 2. Retrieval :
It refers to how inf. gets out from the mind.
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Problem recognition : The buying process starts from the problem recognition.
The can be triggered by the internal or external stimuli. For ex. –
• Beliefs & attitudes : Through experience & learning, people acquire beliefs
& attitudes. These influence buying behavior. A belief is a thought that a
person hold about something. And an attitude is person’s enduring favorable
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or nonfavorable evaluation, emotion feeling, Action tendency towards some
action & idea.
• Expectancy value model : Which brand consumer like he expect that the
satisfaction of that particular brand which he/she like. for ex. –
Purchase
decision
Attitudes Unanticipated
of others situational factor
Purchase
intention
Evaluation of
alternatives
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Steps between evaluation of alternatives and a purchase decision
• Financial risk : The product is not worth the price which paid.
• Psychological risk : The product affects the mental well-being of the user.
• Time risk : The failure of the product in an opportunity cost of finding another
satisfactory product. (The TATA’s Lakhtakia car. )
• Postpurchase use & disposal : marketers should also monitor how buyers
use & dispose of the product.
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Upbeat
Colou Sunshi
-rful -ne
Fun
Singles
Nutriti
Fruits
-on
Fresh- Contem
ness -porary
Pinea- Innov-
pple ative
Escape Useful
Refres
-hing
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COMPANY
PROFILE
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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.
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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-
aways" 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.
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.
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Woodland Enterprises
310 N Main St.
Moscow, ID 83843
Contact: Dawna Fazio, Manager – smokey@smokeybeargifts.com
Telephone: 208/882-4767
Facsimile: 208/882-0373
1960: Aero club started as a small manufacturing unit in Delhi. They were
among the first to export shoes to the U.S.S.R
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.
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Asian Countries. Opened offices in China and Hong Kong, facilitating the
heavy domestic demand for new products and development.
Indian shoe market is one of the most dynamic markets in the world. Although
there are different valuations about the Indian Shoe Market. It is estimated to be
worth around Rs 11000 crores. The market is traditionally price driven and
dominated by the unorganized sector.
The logo of Woodland was a status symbol during the nineties. The brand is
excellent in quality and styling. The brand carefully presented itself as an outdoor
trekking kind of shoe which captured the imagination of Indian youth True to its
price, the brand delivered its promise on quality which ensured that the brand is
perceived as a value for money brand. Woodland has extended itself to
accessories and apparels. Earlier Woodland tried its hand in the formal shoe
category with the brand Woods but it did not make much impact in that market.
The careful branding has helped the brand to garner about 40% of the premium
casual shoe market. But this market is witnessing lots of competition with global
53
brands flexing its muscle in India. Woodland is a household brand with over 200
exclusive stores across the Indian Sub-continent in addition to a distribution
network covering over a thousand stores across the country.
Price of woodland shoes starts from Rs 1000 onwards. These shoes are very
beautifully designed and fashionable. These shoes are available for around Rs
1450 and the purchase is worth of quality.
54
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.
Woodland shoes also provide the customers with padded layers in the shoes in
order to provide much more comfort than other shoes.
In some of there models woodland shoes also provide fabric linings for soothing
experience to there customers. This is a unique feature of there shoes.
Incredible range:
Woodland shoes also provide incredible range of shoes to there customers so,
that they can have a variety of choice.
55
56
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
57
Athletic shoes:-
These shoes are beautifully designed and they provide ankle coverage,
lightweight and durability to their customers. Shoes are available for Rs.1545
onwards.
ShopID :7738
Rs.2795
Velvette shoes:-
These shoes are more in demand by the ladies as these shoes are beautifully
designed with Velcro closure and elastic back. These shoes are available for Rs.
1645 onwards.
Price : 2850.00
58
Trekking shoes:-
Trekking shoes are the most known shoes in the market. These shoes have
excellent foot grip. They also provide good cushioning and deep treaded sole for
all terrains, dust, mud, ice, water. These shoes are available for Rs 1595
onwards
ShopID :3647
Rs.2695
Narrow edge shoes 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.
59
Sandals:-
These sandals are stylish in design with fantastic colours option, well padded
soles and great grip. The company uses smooth and exotic leather for making of
this shoe. They are available for Rs. 1495 onwards.
ShopID :6667
Rs.2195
Baby shoes:-
Multi coloured 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
60
FUTURE PLAN OF THE COMPANY
They are planning to invest about Rs 10 crore (Rs 100 million) to set up three
new plants and to double there production capacity to 20000 shoes per day
in Rajasthan to cater to the increased demand,"
The company currently has a production capacity of 9000 pairs of shoes per day.
The new units, likely to be ready by 2008-end, would take its capacity to
10,000-12,000 pairs.
"They are well-placed to achieve a turnover of Rs 200 crore (Rs 2 billion) in the
current fiscal and are anticipating a top line of Rs 350 crore (Rs 3.5 billion)
in the next two years,"
The company plans to open 60 to 70 new retail stores by 2008 to strengthen its
presence in the country. The new stores would come up in metros and Tier-
I cities and would take the total number of exclusive Woodland stores to
195.
"About 50 per cent of the stores are owned by the company and 50 per cent are
based on the franchise model. They would follow the same model for there
new stores, where around 50 per cent of the stores would be owned by the
company,
The company is now planning to invest up to Rs 200 crore in the next 12 months
on their expansion plans.
They are aiming to open 75 more stores in the country. The plan is to also
enhance the manufacturing capacity to cash in on the ongoing retail boom.
They are also planning to import the latest technology in a big way to set up 100
percent robotics based automated plant.
61
The company is also considering strategic tie-ups and outsourcing work to some
partners in the southern states.
Warranty period:-
The Showrooms also offer warranty for the footwear ranging from 6
months to almost 1 ½ years depending upon the shoes price.
Shoe mela:-
Woodland also conducts shoe mela at various cities where they sell there
shoes at discounted rate. They have conducted shoe mela at Hyderabad,
Chennai, Bangalore and many more.
Online purchase:-
62
INTERNATIONAL PERFORMANCE OF THE PRODUCT
The desire to explore does not have any boundaries. Adventure does not come
with any limits. Discovery does not have an end. These are as vast as the
greatness of the outdoors. And it is this belief that has been continuously driving.
Woodland forward in all its endeavors. It is this belief that has taken Woodland
beyond India’s borders and into the forefront of global outdoor products. And it is
these beliefs that will help Woodland push the frontiers of the style and quality to
bring you only the best. With a number of showrooms already opened and
opening in cities around the world, Woodland is truly becoming a global brand.
Now, without losing focus on its Indian customer, the company has once again
set its eyes back on the international market, this time through its powerful retail
brand – Woodland. In the very near future, consumers around the world will be
able to buy Woodland products available in cities beyond the Indian Sub-
continent.
Following are the countries in which woodland brand have established their
market:-
Canada
63
• Specialty in winter boots and Woodland type casual shoes.
Europe
Servicing the German, French, Italian markets and prominent brands and
wholesalers by the export wing of the group.
64
Adidas
Introduction
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.
65
In 1992, Tapie was unable to pay the interest from his loan. He mandated the
Credit Lyonnais bank to sell Adidas, and the bank subsequently converted the
outstanding debt owed into equity of the enterprise, which was unusual for 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.
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 a 135 million euro compensation (about
886 million francs).
Post-Tapie era
In 1997, Adidas AG acquired the Salomon Group, and its corporate name was
changed to Adidas-Salomon AG.
66
A HAWK EYE VIEW
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
Industry Textile
Products Footwear
Accessories
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
67
despite the simplicity of the mark, Fitness World's use was infringing because the
public could establish a link between that use and Adidas's mark.
In 2005, Adidas introduced the Adidas 1, the first ever production shoe to utilize a
microprocessor. Dubbed by the company "The World's First Intelligent Shoe" it
features a microprocessor capable of performing 5 million calculations per
second that automatically adjusts the shoe's level of cushioning to suit its
environment. The shoe requires a small, user replaceable battery that lasts for
approximately 100 hours of running. It currently retails for $250 (USD). The latest
edition adidas 1.1 has been selling since Nov 2005. This is considered an
upgrade of the version 1, claiming to be better, faster and stronger.
Also in 2005, on May 2, Adidas told the public that they sold their partner
company Salomon Group for 485 mn Euros to Amer Sports of Finland.
This anecdote was a plot device used in the successful German film, Das
Wunder von Bern, which was a movie version of the 1954 World Cup.
68
Official World Cup supplier Since the 1970 FIFA World Cup with the football
Telstar, Adidas has been the FIFA official match ball supplier for every FIFA
World Cup and designs the official match ball for every edition of the event.
"Adidas" is simply a combination of the founder's nickname (Adi) 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
69
Introduction:
Reebok is the world's third-largest maker of sneakers, athletic shoes and sports
apparel. Goods are sold under the brands Reebok, Rockport and Greg
Norman Collection. Reebok is also the official outfitter of the NFL and has an
exclusive deal to supply NBA jerseys beginning this season.
Reebok announced in July it will merge with German sporting apparel company
adidas-Salomon in a deal valued at $3.8 billion. The merger is expected to be
completed by the first half of 2006 and will create the second-largest sporting
goods company behind Nike with $11 billion in revenues.
Adidas will maintain its corporate headquarters in Germany and its North
American headquarters in Portland, OR. Paul Fireman will remain as Chief
Executive Officer of Reebok International Ltd. and will continue to lead the
Reebok team. Reebok will continue to operate under its name and will retain its
headquarters in Canton, MA.
In fiscal 2004, Reebok had net income of $192.4 million and sales of $3.7 billion
Brief history:
Reebok's origins go back to 1895 when Joseph William Foster made running
shoes with spikes in them. He formed a company called J.W. Foster and Sons
which made shoes for top runners. The family-owned business made the shoes
for athletes in the 1924 Summer Olympics.
In 1958, two of the founder's grandsons started a companion company that came
to be known as Reebok, named for an African gazelle.
By 1981, Reebok's sales exceeded $1.5 million, but a dramatic move was
planned for the next year. In 1982, Reebok introduced the first athletic shoe
70
designed especially for women; a shoe for a hot new fitness exercise called
aerobic dance. The shoe was called the Freestyle, and with it Reebok anticipated
and encouraged three major trends that transformed the athletic footwear
industry: the aerobic exercise movement, the influx of women into sports and
exercise and the acceptance of well-designed athletic footwear by adults for
street and casual wear
Benefits:
MEDICAL INSURANCE Employees who work at least 20 hours per week are
eligible to join our group medical plans after one month of employment. We
currently offer three health plans (depending on your geographical location) so
that you may choose the plan that best suits your needs. All of our plans have
prescription drug coverage.
DENTAL INSURANCE (For both New England and Non New England: Delta
Dental)
Employees who work at least 20 hours per week are eligible to join our group
dental plan after one month of employment. We currently offer two dental options
so that employees may choose the plan that best suits their needs.
SHORT-TERM DISABILITY
Full-time employees. Coverage equals 100% of base earnings for up to 90 days.
71
TRAVEL ACCIDENTAL DEATH & DISMEMBERMENT (American International
Group) Five times your annual salary to a maximum of $1,000,000. Coverage is
free.
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.
72
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.
EMPLOYEE DISCOUNTS
Employees and their families are able to purchase quality Reebok, Greg Norman
73
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.
74
NIKE (US)
Introduction:
Nike is the world's #1 manufacturer and marketer of athletic footwear and
apparel. Almost out of the blue, the company established itself as one of the
world's most familiar brands during the 1980s and 1990s. As familiar as a Coke
bottle or Big Mac, the Nike "swoosh" logo came to symbolize not just sports
culture, but street culture, as the appeal of the star players who endorsed the
brand was carried onto city streets. The approach of the new century set Nike
new problems. Trainers went (briefly) out of fashion, economic slowdown and
labour problems hit Asian performance. But the group has bounced back,
retaining its iron grip on the sporting apparel sector and still undisputed leader in
sports-oriented street wear.
The Ad brands Company Profile of Nike summarizes the company's history and
current operations and also contains the following website links:
HISTORY OF NIKE:
NIKE, pronounced NI-KEY, is the winged goddess of victory according to Greek
mythology. She sat at the side of Zeus, the ruler of the Olympic pantheon, in
Olympus. A mystical presence, symbolizing victorious encounters, NIKE presided
over history's earliest battlefields. A Greek would say, "When we go to battle and
win, we say it is NIKE." Synonymous with honored conquest, NIKE is the
twentieth century footwear that lifts the world's greatest athletes to new levels of
mastery and achievement. The NIKE 'swoosh' embodies the spirit of the winged
75
Goddess who inspired the most courageous and chivalrous warriors at the dawn
of civilization. (From Nike Consumer Affairs packet, 1996)
The Swoosh
The 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.
76
Cut to 1963. Phil Knight traveled to Japan on a world-tour, filled with the
wanderlust of young men seeking a way to delay the inevitable call of
professional life. Seemingly on a whim, Knight scheduled an interview with a
Japanese running shoe manufacturer, Tiger--a subsidiary of the Netsuke
Company. Presenting himself as the representative of an American distributor
interested in selling Tiger shoes to American runners, Knight told the
businessmen of his interest in their product. Blue Ribbon Sports--the name
Knight Thought of moments after being asked who he represented--was born.
The Tiger executives liked what they heard and Knight placed his first order for
Tigers soon thereafter.
By 1964, Knight had sold $8,000 worth of Tigers and placed an order for more.
Coach Bower man and Knight worked together, but ended up hiring a full-time
salesman, Jeff Johnson. After cresting $1 million in sales and riding the wave of
the success, Knight ET. Al. devised the Nike name and trademark Swoosh in
1971.
By the late '70s, Blue Ribbon Sports officially became Nike and went from $10
million to $270 million in sales. Katz (1994) describes the success via Nike's
placement within the matrix of the fitness revolution: 'the idea of exercise and
game-playing ceased to be something the average American did for fun,' instead
Americans turned to working out as a cultural signifier of status. Clearly, the
circumstances surrounding the shift are not this simple; it is one of the aims of
this project to discover other generators of popular attention to health.
If Nike didn't start the fitness revolution, Knight says, "We were at least right
there. And we sure rode it for one hell of a ride" (Katz, 66). The 80s and 90s
would yield greater and greater profits as Nike began to assume the appearance
of athletic juggernaut, rather than the underdog of old. "Advertising Age" named
Nike the 1996 Marketer of the Year, citing the "ubiquitous swoosh...was more
recognized and coveted by consumers than any other sports brand--arguably
any brand" (Jensen, 12/96). That same year Nike's revenues were a staggering
77
$6.74 billion. Expecting $8 billion sales in fiscal 1997, Nike has targeted $12
billion in sales by the year 2000. And all from the back of a car.
Few can question Nike's financial hegemony. But nearly $7 billion in revenues
clearly begs the question, what sells these shoes? It is my assertion that Nike's
power to sell comes from deep-rooted yearnings for cultural inclusiveness and
individual athletic accomplishment. These seemingly paradoxical desires collide
in 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. These forces work powerfully
upon the individual consumer, but one should not lose sight of the cultural
context in which the individual moves.
78
COMPETITION ANALYSIS
BATA
: Available in Europe and leading stores of asia & the middle east.
ACTION
: Diversity with ranges from casuals to formals; from daily wear to sports wear
and from an elegant collection for ladies to a fun range for kids.
LAKHANI
79
: Available for men, women and kids.
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 preffered styles are reebok Classics and the cutting edge style of Rbk.
NIKE
: Nike produces a wide range of sports equipment.
: Started with Track running shoes and basketball shoes.
: Also available in Wide range of sports shoes including track & field, football,
baseball, tennis, soccer, lacrosse, cricket, and golf.
: Nike is positioned as a premium-brand, selling well-designed and expensive
products.
: Available in wide range for men, women and children.
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• Available with different fragrances (mild & strong)
• Acupressure scheme for Hypertension
• Magnetic pads- to control the blood pressure
• The latest technology go 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.
81
RESEARCH METHOLOGY
While deciding about the sample of the project, it is required from the
researcher’s point to pay attention to these under mentioned points:
a) Sample Units: A decision has to be taken concerning a sampling unit
before selecting a sample, sampling unit may be a geographical one
such as state, district, village Etc. so in this research sampling unit is
Jodhpur area.
b) Source of data: Data required for the study was collected through
primary sources i.e. Market Survey. and the market area is Jodhpur
c) Sampling size: This refers to the no. of items to be selected from the
universe to constitute a sample. This is a major problem before the
researcher. The size of sample should neither be excessively large not
too small, it should be optimum. This size of population must be kept in
view for this also limits the sample size .Sample size in this research is
100.
82
INSTRUMENTS USED
Primary data collected through sample survey from the selected elements in
malls and super markets. So for this purpose I have used the most popular tool
of primary data collection through direct communication with respondents. The
tools I used are questionnaires.
.
METHOD OF DATA COLLECTION
83
RESEARCH INSRUMENTS:
QUESTIONNAIRE DESIGN:
As the questionnaire is self administrated one, the survey is kept simple and user
friendly. Words used in questionnaire are readily understandable to all
respondent.
I have made the questionnaire in which questions are according to the research
and these are convenience for the respondent.
84
PROJECT OBJECTIVE
• To study which branded sport shoes is mostly preferred by people as per their
choices.
• Find out factor influencing the people at the time of purchasing sport shoes
QUALITY, DURABILITY, VARIETY, PRICE, And USE.
85
LIMITATIONS OF THE STUDY
• A survey should involve a larger sample size otherwise the findings of the
survey can not be generalized.
• But a larger sample size may increase the time and cost of collecting the
primary data with the help of Questionnaire.
• 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.
86
REPORT ON MARKET ANALYSIS
A survey was conducted to find out the demand & supply analysis,
production analysis & market share captured by woodland shoes.
CONDUCTED AREA:
Jodhpur : C road.
Jodhpur : jaljog circle, Sojati gate.
: 7 Retailers.
: 40 Customers.
The customer’s questions are based on availability, preferences, prices, variety, durability
& their suggestions regarding product.
87
Data analysis and
interpretation
88
DEMAND & SUPPLY ANALYSIS
The prices of the woodland shoes are high & it is a luxurious product so the
analysis caught from a survey is it has a seasonal demand. So the supply from
the company is more in the festival seasons.
Demand
Supply
April
July to Oct to Jan to
to
Sept Dec March
June
1200
Demand 600 500 1100 800
1000
89
SALES GROWTH OF WOODLAND SHOES
Following are the sales of woodland shoes from last five years which
shows the same.
90
RETAILERS SURVEY RESULTS
The area selected for woodland shoes survey is Jodhpur, The results
we caught from a survey is the demand for woodland shoes is high in A class
areas like C Road & Sojati Gate while it is low in developing areas like jodhpur .
91
Men’s Kid’s Women’s
market 66 13 21
92
Customer satisfaction as per survey results
No.
Of
People
93
94
Customer preferences as per survey result
woodland
Reebok
Bata
Addidas
Others
95
“WHICH BRAND DO YOU PREFER”
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
96
“ARE YOU SATISFIED WITH THE QUALITY OF PREFERD BRAND”
1.4, 1%
Yes
No
98.6, 99%
COMMENT: most of the people in surveyed region were satisfied with their
brand.
97
“ARE YOU SATISFIED WITH THE PRICE RANGE”
PERCENTAGE(%)
17%
Yes
No
19%
64% NOCOMMENT
COMMENT: price does not seem any obstacle in the way of consumers. Most of
the people were happy with given price range.
98
“IF PRICES OF YOUR PREFERED BRAND INCREASES WILL YOU
PURCHASE AGAIN”
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”.
99
“HOW DO YOU CONSIDER THE IMPORTANCE OF SPORTS SHOES”
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
COMMENT: The main ground on which shoe being purchased is the quality of
the shoe. This indicates the quality preference among consumers, rather than
price, durability etc.
100
“WHAT FACTORS INFLUENCE YOU TO GO FOR A PARTICULAR BRAND”
80 74
70
60
50
40
30
20 13
5 8
10 0
0
Quality Price Durablity Variety Any other
COMMENT: people in the surveyed area mostly preferred the quality of the
brand instead of price and durability.
101
“DO YOU NORMALLY SWITCH OVER THE BRAND”
Yes 44 66
No 56 84
44%
Yes
No
56%
COMMENT: Most of the people were not ready to switch over from their brand.
102
“IS THERE ANY EFFECT OF ADVERTISEMENT ON SELECTION OF
BRANDS”
PERCENTAGE(%)
31%
Yes
No
69%
103
“WHAT KIND OF PROMOTIONAL TOOL YOU PREFER”
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
104
“WILL YOU BUY PREFERED BRAND AT LOW COST OF NEGLIGIBLE
QUALITY”
OPTION PERCENTAGE (%) FREQUENCY
Yes 23 34
No 77 116
77%
23%
Yes No
COMMENT: Most of the people do not want to leave their preferred Brand at the
cost of “low prices”
105
“IS THERE ANY IMPACT OF CELEBRITIES ON YOUR PURCHASING”
42%
58%
Yes No
COMMENT: Celebrities have a special impact on the mind of the consumers that
affects the purchasing sense of consumers.
106
“WILL YOU PURCHASE ANOTHER BRAND OF SAME QALITY WITH LESS
PRICE”
Yes 70 106
No 30 44
30%
70%
Yes No
COMMENT: Consumers look more brand loyal as they are not ready to leave
their brand for other brand of same weight age.
107
“DO YOU THINK WEIGHT IS A FACTOR FOR CHOOSING A BRAND”
Yes 83 125
No 17 25
17%
83%
Yes No
108
COMMENTS: weight proved its importance in purchasing of the shoe. Most of
the users preferred to wear lighter shoe.
How often do you wash your sport shoes due to bad odor?
• Once a weak
• Once a month
• More than a month
20
15
Once a weak
10 Once a month
More than a month
5
0
male female
Once a weak 18 16
Once a month 2 6
More than a month 5 5
109
20
15
10
Heavy exercises
Jogging / light exercise
5
Fashion
0
male female
Heavy exercises 3 1
Jogging / light 15 16
exercise
Fashion 7 10
18
16
14
12
Regular
10
Soft
8
Acupressure
6
4
2
0
male female
Regular 10 3
Soft 7 17
Acupressure 8 7
110
18
16
14
12
10 Yes
8 No
6
4
2
0
male female
Yes 9 14
No 16 13
25
20
15
1 inches
more than 1 inches
10
0
male female
1 inches 21 16
more than 1 inches 4 11
111
20
15
male
10
female
5
0
black brown white light pink skin colur
male 19 4 2
female 17 4 5 1
25
20
15 male
10 female
0
white blue grey pink black
male 21 1 1 3
female 19 1 7
112
16
14
12
10
yes
8
no
6
4
2
0
male female
yes 15 13
no 10 14
SWOT ANALYSIS
STRENGTHS:-
WEAKNESSES:-
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The athletic and leather shoes do start getting dented within
a year.
OPPORTUNITIES:-
As they mainly deal in leather shoes so, they can also enter
into manufacturing of all seasons shoes especially water
proof shoes.
THREATS:-
• Metro
114
• Bata
• Red tape
• Liberty
• Trekking
• Nicholas
115
Suggestions & Recommendation
Research finding
As follows:
Consumer reactions suggests that nike is the market leader among all its
close counterparts in the sports shoe and apparel segements.
After its sponsership to major sports events and teams like soccer in
europe and cricket in india give it an extra edge.
The new stuff of the adidas is attracting the consumers more which might
led adidas at the top spot in the pack in coming financial year
Consumers are not showing that kind of craze in reebok for past few years
.
116
only 8% market has been covered by reebok in recent past. That is
miserable as per its standard
Reasons being its restrictive manufacturing in india, and the cost of the
products are not affordable as compared to european and u.s market
117
CONCLUSION
Woodland has slowly but steadily carved it’s place in the world of shoes.
Because of many other big brands in the market woodland shoes should
come up with new marketing strategy.
They should opt for product development to sustain in the global market.
118
ANNEXURE
119
QUESTIONNAIRE
Q.4 Are you satisfied with the price range of preferred brand?
(c) No comment
Q.5 If the price of your preferred brand increases will you purchase again?
120
Q.7 what factors influence you to go for a particular brand?
(e) Promotion
Q.9 does the advertising play any role in selection of brands of shoes?
Q.11 Are you willing to buy the preferred brand at lower price with negligible
quality?
Q.13 Will you purchase another brand of same quality with less price?
121
Q.14 Do you think weight is a factor for choosing brand?
a) Yes b) No
a) Yes b) No
a) Yes b) No
4. Do you feel the prices offered by woodland shoes is according to their worth?
a) Yes b) No
a) Yes b) No
122
a) Yes b) No
a) Yes b) No
a) Yes b) No
……………………………………………………………….
……………………………………………………………….
……………………………………………………………….
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BIBLIOGRAPHY
124
BIBLIOGRAPHY
The lists of reference for the purpose of completing this marketing project are as
given below:
BOOKS:
INTERNET:
www.google.com
125
www.bambooweb.com
www.wikipedia.com
126