Sie sind auf Seite 1von 47

A PROJECT REPORT ON MARKETING STRATEGIES OF TOP FIVE BRAND OF

SOCKS
MASTER OF BUSINESS ADMINISTRATION FROM DEPARTMENT OF BUSINESS MANAGEMENT

for the Partial fulfillment the Degree of

SESSION -2012-13
UNDER GUIDANCE SUBMITTED BY
1

MISS SHOBHA YADAV

SEFALI SAHU

PREFACE
Marketing i olation& It i it all an e

MBA IST SEM. ROLL NO.

houl! not "e looke! u#on in a $a%uum or in en%e taking a $ie' of MARKETING ine organi(ation an! ur$e* in to!a*+

STRATEGIES OF TOP FIVE BRANDS OF SOCKS area of the enter#ri e&

ultimate o")e%ti$e %on%ern for marketing mu t #enetrate Market

%om#etiti$e 'orl! i a mu t for e$er* organi(ation& Thi #arti%ular $ariou #ro)e%t i tu!* i , "ran! a to tu!* of& The rational "ehin! thi %enario of nee! an! fin! out the %or#orate

to fin! out the #re ent market

#er%e#tion& It 'a

a #lea ura"le e-#erien%e to %on!u%t a

re ear%h on "ehalf of TOP FIVE BRANDS OF SOCKS . #ertaining to the tu!* of the o%k Se%tor& Con%lu ion an! there "* re%ommen!ation ha "een

arri$e! at "* #ro#er an! )u tifie! inter#retation of the re ult !eri$e! from the a"o$e ai! anal*ti%al tool an! te%hni.ue &

AC/NO01EDGEMENT
Preparing a project o t!i" nat#re i" an ar$#o#" ta"% an$ I &a" ort#nate eno#g! to get "#pport ro' a (arge n#')er o per"on". I &i"! to e*pre"" '+ $eep "en"e o gratit#$e to a(( t!o"e &!o genero#"(+ !e(pe$ in "#cce"" #( co'p(etion o t!i" report )+ "!aring t!eir in,a(#a)(e ti'e an$ %no&(e$ge. It i" '+ pro#$ an$ pre,i(e$ge to e*pre"" '+ $eep regar$" to Re"pecte$ - .ea$ o Depart'ent Dr.Pra'e"! Ga#ta'- Mi"" S!e&ta Rajp#t - Depart'ent o B#"ine"" Manage'ent - S&a'i Vi,e%anan$ /ni,er"it+ Sagar or a((o&ing 'e to #n$erta%e t!i" project. I ee( e*tre'e(+ e*!i(arate$ to !a,e co'p(ete$ t!i" project #n$er t!e a)(e an$ in"piring g#i$ance o Mi"" S!o)!a 0a$a, .e ren$ere$ 'e a(( po""i)(e !e(p 'e g#i$ance &!i(e re,ie&ing t!e 'an#"cript in ina(i"ing t!e report. I a("o e*ten$ '+ $eep regar$" to '+ teac!er" - a'i(+ 'e')er" - rien$" an$ a(( t!o"e &!o"e enco#rage'ent !a" in #"e$ co#rage in 'e to co'p(ete to &or% "#cce"" #((+.

(SEFALI SAHU ) MBA IST SEM.

DE1C1ARATION B2 T3E CANDIDATE


Date 1

I $ec(are t!at t!e project report tit(e$ 2 TOP FIVE BRANDS OF "oc%" 2

on

Mar%et Seg'entation i" na+ o&n &or% con$#cte$ #n$er t!e "#per,i"ion o 'i"" "!o)!a +a$a, Depart'ent o B#"ine"" Manage'ent - S&a'i Vi,e%anan$ /ni,er"it+ Sagar 3M.P.4 To t!e )e"t o '+ %no&(e$ge t!e report $oe" not contain an+ &or% - &!ic! !a" )een "#)'itte$ or t!e a&ar$ o an+ $egree - an+&!ere.

(SEFALI SAHU ) MBA IST SEM.

CERTIFICATE
T!e project report tit(e$ 2 MARKETING STRATEGIES OF TOP FIVE

BRANDS OF SOCKS 2 )een prepare$ )+ SEFALI SAHU MBA IST Se'e"ter - #n$er t!e
g#i$ance an$ "#per,i"ion o Mi"" S.OB.A 0ADAV or t!e partia( #( i(('ent o t!e Degree o M.B.A.

Signatu ! "# t$! Su%! &i'"

Signatu ! "# t$! H!a( "# t$! D!%a t)!nt

Signatu ! "# t$! E*a)in!

Introduction to Soc !
Sock

A hand-knitted sock

Argyle socks A !oc is an item of clothing worn on the feet. The foot is among the heaviest prod cers of sweat in the !ody" as it is a!le to prod ce over 1 #S pint $%.4& l' of perspiration per day.(1)Socks help to a!sor! this sweat and draw it to areas where air can evaporate the perspiration. *n cold environments" socks decrease the risk of frost!ite. The clothing+s name is derived from the loose-fitting slipper" called a "occ#" in ,atin" worn !y -oman comic actors.(2)

Et"#o$o%" The modern /nglish word "oc% is derived from the 0ld /nglish word "occ" meaning 1light slipper1. This comes from the ,atin "occ#"" a term to descri!e a 1light" low-heeled shoe1" and deriving from the Ancient 2reek word "+%c!o".(3) &i!tor"

The earliest known s rviving pair of socks" created !y naal!inding. 3ating from 3%%-5%%A3 these were e4cavated from04yrhynch s on the 5ile in /gypt. The split toes were designed for se with sandals. 0n display in the 6ictoria and Al!ert m se m" reference 2%758A-19%%.

12th-cent ry cotton sock" fo nd in/gypt. The knitter of this sock started work at the toe and then worked p towards the leg. The heel was made last and then

&

attached to loops formed while knitting the leg. This practice allowed the heel to !e easily replaced when it wore o t. Socks have evolved over the cent ries from the earliest models which were made from animal skins gathered p and tied aro nd the ankles. *n the 7th cent ry :;" the Ancient 2reeks wore socks from matted animal hair for warmth. The-omans also wrapped their feet with leather or woven fa!rics. :y the 5th cent ry A3" socks called 1p ttees1 were worn !y holy people in/ rope to sym!olise p rity. :y 1%%% A3" socks !ecame a sym!ol of wealth among the no!ility. <rom the 1.th cent ry onwards" an ornamental design on the ankle or side of a sock has !een called a clock.(4) The invention of a knitting machine in 1579 meant that socks co ld !e knitted si4 times faster than !y hand. 5onetheless" knitting machines and hand knitters worked side !y side ntil 17%%. The ne4t revol tion in sock prod ction was the introd ction of nylon in 1937. #ntil then socks were commonly made from silk" cotton andwool. 5ylon was the start of !lending two or more yarns in the prod ction of socks" a process that still contin es. '()ric(tion Socks can !e created from a wide variety of materials. Some of these materials are cotton"wool" nylon" acrylic" polyester" olefins" $s ch as polypropylene'" or spande4.(5) To get an increased level of softness other materials that might !e sed d ring the process can !esilk" !am!oo" linen" cashmere" or mohair.(5) The color variety of sock choices can !e any color that the designers intend to make the sock pon its creation. Sock +coloring+ can come in a wide range of colors. Sometimes art is also p t onto socks to increase their appearance. ;olored socks

may !e a key part of the

niforms for sports" allowing players teams to !e

disting ished when only their legs are clearly visi!le. The township-level district of 3atang in the city

of =h >i in =he>iang ?rovince" ?eople+s -ep !lic of ;hina" has !ecome known as Sock ;ity. The town c rrently prod ce 7 !illion pairs of socks each year" (.) a third of the world+s sock prod ction" effectively creating two pairs of socks for every person on the planet on 2%11.(&) St"$*!

-ain!ow striped toe socks worn withthong sandals

<lip-flops socks Socks are man fact red in a variety of lengths. :are or ankle socks e4tend to the ankle or lower and are often worn cas ally or for athletic se. :are socks are designed to create the look of 1!are feet1 when worn with Socks . @nee-high socks are sometimes associated with formal dress or as !eing part of a niform" s ch as in sports $like foot!all and !ase!all' or as part of a school+s dress code or yo th gro p niform. 0ver-the-knee socks or socks that e4tend higher $thigh-high
9

socks' are today considered female garments. They were widely worn !y children" !oth !oys and girls" d ring the late-19th and early-2%th cent ries." altho gh the pop larity varied widely from co ntry to co ntry. A toe sock encases each toe individ ally the same way a finger is encased in a glove" while other socks have one compartment for the !ig toe and one for the rest" like a mittenA most nota!ly Bapanese ta!i. :oth of these allow one to wear flip-flops with the socks. ,eg warmers" which are not typically socks" may !e replaced with socks in cold climate. A ! siness sock is a term for a colored sock for conservative appearance and cas al foot wear. The term is often sed loosely to indicate a term for a conservative office setting. <or instance" ! siness socks" ! siness shirts and ! siness Socks are sed for office and >o!. These socks s ally have patterns and are known to !e a ca se for !leach stains in la ndry machines d e to their colored man fact ring process and dyed attri! tes. The Ancient /gyptian style of sock is a !lend !etween modern Cestern socks and Bapanese ta!i" !oth of which it predates. ,ike ta!i" /gyptian socks have one compartment for the !ig toe and another for the rest" permitting their se with sandalsA like Cestern socks" they fit sn gly to the foot and do not se fasteners like ta!i. Si+*!

1%

@nee-high white socks" often worn as part of a school niform See a("o1 S!oe "i5e *n the #nited @ingdom" a sock+s siDe is similar to the person+s shoe siDeA for e4ample" a foot that has a shoe siDe of 9 wo ld reE ire a sock siDed 7-1%. *n some other parts of the world socks are siDed differently than Socks . *n the #.S. n merical sock siDe is the length of the foot in inches" whereas shoe siDe is not. Sock lengths vary" from ankle-high to thigh level. S,ort! For t!e )a"e)a(( #ni or'- "ee Ba"e)a(( #ni or'6Stoc%ing" an$ pant". Fost sports will reE ire some sort of sock" s ally a t !e sock to protect one+s legs from !eing scraped while participating in sport activities. *n !asket!all" t !e socks are worn" and in lacrosse" mid-calf socks are reE ired. *n foot!all" knee socks are sed. They are mostly to stop grass ! rns. Ot-*r u!*! o. t-* /ord

11

The layer of leather or other material covering the insole of a shoe is also referred to as a sock. Chen only part of the insole is covered" leaving the forepart visi!le" this is known as a half-sock.(7)

A)out ( 0RO1ECT
R(/ M(t*ri($! The most commonly sed fi!ers for the man fact ring of Socks are silk" polyester" wool and wool !lends" acetate" rayon" nylon" cotton" linen" and ramie. Socks made from silk represent a!o t 4% percent of the market. -aw silk is primarily imported from ;hina and" to a far lesser e4tent" :raDil. 3omestic weavers of tie fa!rics ! y their silk yarn in its nat ral state and have it finished and dyed !y specialists. Technological advances have made possi!le the se of microfi!er polyesters" which prod ce a rich" soft fa!ric resem!ling silk and which can !e com!ined with nat ral or other artificial fi!ers to prod ce a wide range of effects. D*!i%n The design of Socksis an interactive process !etween weavers and tie man fact rers. :eca se small E antities in any given pattern and color are prod ced" and !eca se fa!rics can !e so comple4" tie fa!ric weaving is seen as an art form !y many in the ind stry. *f a new design is reE ested" time is spent developing ideas" prod cing sample goods" and !ooking orders against the samples. Fost of the time" however" weavers work with open-stock items $designs that have !een previo sly sed and have a lasting appeal'. Ceavers se comp teriDed silk screens" a process that has replaced the more time and la!or-intensive man al silk-screening. Chen working with a standard design" the designer fills in each year+s pop lar colors" changing !oth !ackgro nd and foregro nd colors" making it !roader or narrower" larger or smaller" according to demand. The man fact rer offers inp t and refinements in
12

coloration and patterns. *f willing to commit to a large amo nt of yardage" a man fact rer can also develop his or her own design and commission a weaver to prod ce it. 0nce the design is complete" it is sent to mills where it is imprinted onto 4%-yard !olts of silk. The main components of a Socks are the o ter fa!ric" or shell" the interlining $!oth c t on the !ias'" and the facing or tipping" which is stitched together !y a resilient slip-stitch so that the finished tie can 1give1 while !eing tied and recover from constant knotting. The E ality of the materials and constr ction determines if a tie will drape properly and hold its shape witho t wrinkling. A well-c t lining is the essence of a good Socks. This interlining determines not only the shape of the tie ! t also how well it will wear. Therefore" it m st !e properly coordinated in !lend" nap" and weight to the shell fa!ric. ,ightweight o ter material may reE ire heavier interlining" while heavier o ter fa!rics need lighter interlining to give the necessary hand" drape" and recovery.

Co!t ,ric*
A !randed or a designer tie can set yo !ack !y anywhere !etween -s 1%% to -s 1%%%. Apart from leading names" there is also the norganised market where polyester printed ties can !e !o ght for as low as -s 1%%. *nd stry so rces say !ig !rands often o tso rce work to a local man fact rer and then sell it at a fat price on their own la!els. 1The man fact ring cost of a tie varies !etween -s 2% to -s 1"%%% and once !randed it sells at a m ch higher cost"1 Fr. Shripal -athod" a local man fact rer of Socks. And so" looking for a direct p rchase with an eye for good design co ld save yo money.

13

&i!tor" o. Soc !
Fany events in the history of mankind event ally fade into o!livion" ! t others" leave their indeli!le marks for the entire world to see. Fore than 35% years ago" the ;roats initiated one s ch infl ential occ rrence. Altho gh started in the 1&th cent ry in a small region on the Adriatic coast" the conseE ences of this event are still very m ch evident the world over. .%% million people now wear the !iE ito s sym!ol of ;roatia aro nd their necks" close to their hearts. :elieve it or not ;roatia is the mother co ntry of the modern Socks ! t archaeological evidence of the se of Socksgoes !ack to the ;hinese and the -omans almost two millenni ms !ack. C-in(2! 'ir!t *#,*ror. The earliest known version of the Socks has !een fo nd in the massive ma sole m of ;hina+s first emperor" Shih G ang Ti" who was ! ried in 21% :.;. 3esperately afraid of death" the emperor wanted to sla ghter an entire army to accompany him into the ne4t world. Gis advisers ltimately pers aded him to take life-siDe replicas of the soldiers instead.

The res lt is one of the marvels of the ancient world. #nearthed in 19&4 near the ancient capital city of Hian" the tom! contained an astonishing &"5%% life-siDe terracotta replicas of Shih G ang Ti+s famed fighting force. ,egions of officers" soldiers" archers and horsemen" all carved in metic lo s detail" g ard the emperor+s sarcophag s. The armor" niforms" hair" and facial e4pressions of the soldiers are reprod ced in e4E isite detail. /ach fig re is different - e4cept in one respectI all wear neck cloths.

14

C&A0TER -II OB1ECTI3ES O' T&E STUDY


To know about the marketing strategies of top 5 Brands of Socks. To know about the customer satisfaction To Know about the pricing to Socks. To st dy which factor infl ence mostJ

15

RESEARC& MET&ODOLOGY

RESEARCH DESIGN
A research design is a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problem. On the basis of fundamental objectives of the research we can classify research design into two general types: 1) EXPLORATORY RESEARCH 2) CONCLUSIVE RESEARCH E ploratory research is one type of research design! which has its primary objective the provision of insights into! and comprehension of! the problem situation confronting the researcher. "onclusive research is designed to assist the decision maker in determining evaluating and selecting the best course of action to take in a given situation. "onclusive research can be further divided into two types:# Descriptive Experi e!t"#

$he research design used in this project is a %E&"'I($I)E %E&I*+. %escriptive study as the name implies is designed to describe something#for e ample the characteristics of users of a given product! the degree to which the product use the varies with income! age! etc. SAM0LING TEC&NI4UE USED5 1.

T$is rese"rc$ $"s %se& c'!ve!ie!ce s" p#i!( tec$!i)%e* ,- "onvenience sampling tec$!i)%e+ "onvenience sampling is %se& i! exp#'r"t'r, rese"rc$ -$ere t$e rese"rc$er is i!tereste& i! (etti!( "! i!expe!sive "ppr'xi "ti'! '. t$e tr%t$* As t$e !" e i p#ies/ t$e s" p#e is se#ecte& 0ec"%se t$e, "re c'!ve!ie!t* SELECTION O' SAM0LE SI6E5 .or the study! a sample si/e of 01 has been taken into consideration. SOURCES O' DATA COLLECTION5 'search will be based on two sources: ,. (rimary data 2. &econdary data 17 0RIMARY DATA5 3uestionnaire: (rimary data was collected by preparing 4uestionnaire and the people were randomly being re4uested to fill them. 27 SECONDARY DATA5 &econdary data will consist of different literatures like books which are published! articles! internet and websites. In order to reach relevant conclusion! research work needed to be designed in a proper way. STATISTICAL TOOLS USED $he main statistical tools used for the collection and analyses of data in this project are: 3uestionnaire (ie "harts :ar ;harts ,ine ;harts ;ol mn ;harts 2ender K FL< Area K - ral L #r!an Age K *ncome -

1&

C&A0TER 8 I3 MAR9ETING ANALYSIS


MAR9ETING5 - BASIC 'UNDAMENTALS MAR9ETING Farketing is a social and managerial process !y which individ als and gro ps o!tain what they need and want thro gh creating" offering" and e4changing prod cts of val e with others. M?hilip @otlerN This definition of marketing rests on some core concepts. These are K needs wants demands" prod cts $2oods" Services and *deas'" val es" cost" satisfaction" e4change" transaction" relationship" and networks" markets" and marketers. Farketing is a process of e4changing prod cts of val e with others with giving each of them ma4im m !enefit. Farketing concept is a ! siness philosophy that makes waves d ring 195%Os. The marketing concept holds the key to achieving organiDational goals consists of !eing more effective than competitors in integrating marketing activities toward determining and satisfying the needs and wants of target markets The marketing concept has !een e4pressed in man colorf l ways. MFeeting needs profita!ly.N M<ind wants and fills them.N
17

M,ove the c stomer" not the prod ct.N MGave it yo r way.N MPo Ore the !oss.N M? tting people first.N M?artners for profit.N INTEGRATED MAR9ETING Chen all companyOs department work together to serve the c stomerOs interest" the res lt is integrated marketing. *ntegrated marketing works on two levels. <irst" the vario s marketing f nctions like sales force" advertising" prod ct management" marketing research and so on to work Together. Second marketing m st !e well coordinated with other company departments. Farketing does not work when it is merely department. *t works only when all employees appreciate their impact on c stomer satisfaction. SOCIETAL MAR9ETING The societal marketing concept holds that the organiDationOs task is to determine the needs" wants" and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserves or enhances the cons merOs and the societyOs well !eing. The societal marketing concept calls pon marketers to ! ild social and ethical considerations into their marketing practices. They m st !alance and > ggle the

19

often conflicting criteria of company profits" cons mer wants satisfaction and p !lic interest.

C&A0TER 3 CONSUMER GROU0S


Con!u#*r Bu"in% B*-(:ior
The decision processes and acts of final ho sehold cons mers associated with eval ating" ! ying" cons ming" and discarding prod cts for personal cons mption. ;onsider the p rchase of an a tomo!ile. Po different options marketN" yo generally will not consider Mon the test can ntil some event triggers a need" s ch as a pro!lem

needing potentially e4pensive repair. 0nce this need has p t yo

!egin to ask yo r friends for recommendations regarding

dealerships and car models. After visiting several dealerships" yo p yo r new car" yo have do !ts on the way home" wondering if yo

drive several models and finally decide on a partic lar model. After picking afford the monthly payments" ! t then !egin to wonder if instead yo sho ld have p rchased a more e4pensive ! t potentially more relia!le model. 0ver the ne4t five years" the car has several !reakdowns that lead yo ne4pected to want to p rchase a different !rand" ! t yo

have !een very happy with the services of the local dealership and decide to again p rchase yo r ne4t car there. *n this partic lar case" the fo llowing generic model of cons mer decisionmaking appears to holdI QQQQQQQQR 5eed recognition QQQQQQQQQR *nformation search QQQQQQQQQQR /val ation of alternatives QQQQQQQQQQR ? rchase decision QQQQQQQQQQR ?ost p rchase !ehavior

2%

5ow consider the p rchase of a E art of orange > ice. Po p rchase this prod ct when yo do yo r grocery shopping once per week. Po have a favorite !rand of orange > ice and s ally do yo r grocery shopping at the same store. Chen yo ! y orange > ice" yo always go to the same place in the store to pick it p" and never notice what other !rands are on the shelf or what the prices of other !rands are. Gow is it that the generic model a!ove works differently in this second scenarioJ Chy does it work differentlyJ Chy wo ld we generally need the ministrations of a sales person in the sale of a car" ! t we generally do not need the help of a salesperson in the p rchase of orange > iceJ Gow can the marketer of orange > ice get a cons mer like yo to e4ert more effort into information search or to consider alternative prod ctsJ Gow is it that the marketer of yo r !rand got yo to ignore alternative competing !randsJ Chat is the involvement of salespeople in sales promotions that might !e associated with prod cts s ch as orange > iceJ ;ons mer !ehavior researchers are not so interested in st dying the validity of the a!ove generic model" ! t are more interested in vario s factors that infl ence how s ch a model might work and what are the factors" which infl enced cons mer! ying !ehavior.

21

(uma &E
0u#( SE $officially !randed as 0UMA' is a ma>or 2erman m ltinational company that prod ces athletic and cas al footwear" as well as sportswear" headE artered inGerDogena rach" :avaria" 2ermany. The company was formed in 1924 as Ge)r7$er Da""(er Sc!#! a)ri% !y Adolf and - dolf 3assler. The relationship !etween the two !rothers deteriorated ntil the two agreed to split in 1947" forming two separate entities"A$i$a" and P#'a. :oth companies are c rrently !ased in GerDogena rach" 2ermany. ? ma makes foot!all Socks FatthT s" @enny *!rahimoviU" -adamel and has sponsored a n m!er of foot!allers" 3eschamps" -o!ert AgVero" ;esc ?ires" =latan -e s"

incl ding ?elS"/ sS!io" Bohan ;r i>ff" /nDo <rancescoli" 3iego Faradona" ,othar 3alglish" 3idier <alcao" Sergio <W!regas" Farco

and 2ianl igi : ffon. ? ma is the sponsor of theBamaican track athlete #sain :olt. *n the #nited States" the company is known for thes ede !asket!all shoe it introd ced in 19.7" which event ally !ore the name of 5ew Pork @nicks !asket!all star Calt 1;lyde1 <raDier" and for its endorsement partnership with Boe 5amath. <ollowing the split from his !rother" - dolf 3assler originally registered the newesta!lished company as R#$a" ! t later changed to P#'a.(3) ? ma+s earliest logo consisted of a sE are and !east > mping thro gh a D" which was registered" along

22

with the company+s name" in 1947. ? ma+s shoe designs feat re the distinctive 1<ormstrip1"(4) with clothing and other prod cts having the logo printed on them. The company offers lines of Socks and sports clothing designed !y ,amine @o yate" Amy 2ar!ers" and others. Since 199. ? ma has intensified its activities in the #nited States. ? ma owns 25X of American !rand sports clothing maker ,ogo Athletic" which is licensed !y American professional !asket!all and association foot!all leag es. Since 2%%& ? ma S/ has !een part of @ering $formerly known as ??-'.

+ike! Inc.
Ni1e/ I!c* /naki/ is an American multinational corporation that is

engaged in the design! development and worldwide marketing and selling of footwear! apparel! e4uipment! accessories and services. $he company is head4uartered near 5eaverton! Oregon! in the(ortland metropolitan area! and is one of only two .ortune 611 companies head4uartered in Oregon. It is one of the world7s largest suppliers of athletic &ocks and apparel809 and a major manufacturer of sports e4uipment! with revenue in e cess of :&;2<., billion in its fiscal year 21,2 =ending >ay 0,! 21,2-. As of 21,2! it employed more than <<!111 people worldwide. $he brand alone is valued at ;,1.? billion! making it the most valuable brand among sports businesses.8<9

23

$he company was founded on @anuary 26! ,AB< as 2#%e Ri00'! Sp'rts by 5ill 5owerman and (hil Cnight!8,9 and officially became +ike! Inc. on >ay 01! ,A?,. $he company takes its name from +ike =*reek DEFG! pronounced [nk]-! the *reek goddess of victory. +ike markets its products under its own brand! as well as +ike *olf! +ike (ro!+ikeH! Air @ordan! +ike &kateboarding! +ike and also to subsidiaries owned 5auer including Iurley Iockey =later and International and"onverse. Iaan and :mbro.869 In

renamed +ike 5auer- between ,AA6 and 211J! and previously owned "ole addition manufacturing sportswear e4uipment! the company operates retail stores under the +iketown name. +ike sponsors many high#profile athletes and sports teams around the world! with the highly recogni/ed trademarks of K@ust %o ItK and the &woosh logo.

24

Adidas
"&i&"s AG manufactures Adidas *roup! is a *erman multinational corporation that designs and sports which clothing consists and of accessories based

in Ier/ogenaurach!5avaria! *ermany. It is the holding company for the the'eebok sportswear company company! $aylor>ade#Adidas golf

=including Ashworth-!'ockport! and A.,L of ." 5ayern >unich. 5esides sports footwear! Adidas also produces other products such as bags! shirts! watches! eyewear! and other sports# and clothing#related goods. Adidas is the largest sportswear manufacturer in *ermany and Europe and the second biggest sportswear manufacturer in the world. 809 Adidas was founded in ,A<J by Adolf %assler! following the split of Gebrder Dassler Schuhfabrik between him and his older brother 'udolf. 'udolf later established (uma! which was the early rival of Adidas. 'egistered in ,A<A! Adidas is currently based inIer/ogenaurach! *ermany. (uma is also based in Ier/ogenaurach. $he company7s clothing and shoe designs typically feature three parallel bars! and the same motif is incorporated into Adidas7s current official logo.
8<9869

$he company revenue for 21,2 was listed at M,<.<J billion.829

25

'eebok

R**)o

Int*rn(tion($

Li#it*d"

s !sidiary

of

the

2erman

company Adidas since 2%%5"(4) is a prod cer of athletic Socks " clothing" and accessories. The name comes from the Afrikaans spelling of rhe!ok" a type of African antelope or gaDelle. *n 179% in Golcom!e :rook" a small village si4 miles north east of :olton" 2reater Fanchester" Boseph Cilliam <oster was making a living prod cing reg lar r nning Socks when he came p with the idea to create a novelty spiked r nning shoe. After his ideas progressed he >oined with his sons" and fo nded a shoe company named 1.;. 'o!t*r (nd Son! in 1795.(5) *n 1957" two of the fo nder+s grandsons Boe and Beff <oster renamed the company R**)o in the #nited @ingdom" having fo nd the name in a dictionary won in a race !y Boe <oster as a !oyA the dictionary was So th African edition hence the spelling.(.) The company lived p to the B.C. <oster legacy" man fact ring first-class footwear for c stomers thro gho t the #@. *n 19&9" ?a l <ireman" an American sporting goods distri! tor" saw a pair of -ee!oks at an international trade show and negotiated to sell them in the #.S.(5) The world headE arters is located in ;anton" Fassach settsA with regional offices inAmsterdam $/F/A'" Fontreal $;anada'" Gong and Fe4ico ;ity $,atin America'.(&) @ong $Asia ?acific'

2.

,evi Stra ss 8 ;o. L*:i Str(u!! < Co. Lliva strsL" also known as LS<CO or simply L*:i2!" is a privately held American clothing company known worldwide for its L*:i2! !rand ofdenim >eans. *t was fo nded in 1753 when ,evi Stra ss came from : ttenheim":avaria" to San <rancisco" ;alifornia to open a west coast !ranch of his !rothers+ 5ew Pork dry goods ! siness. *n 17&3" ,evi Stra ss and tailor Baco! 3avis received a #.S. patent to make the first riveted men+s work pants o t of denimI the first !l e >eans. The company !riefly e4perimented $in the 19&%s' with a p !lic stock listing" ! t remains owned and controlled !y descendants and relatives of ,evi Stra ss+ fo r nephews. The company+s corporate headE arters is located at ,evi+s ?laDa in San <rancisco.(3) Or%(ni+(tion ,evi Stra ss 8 ;o. is a worldwide corporation organiDed into three geographic divisionsI ,evi Stra ss Americas $,SA'" !ased in the San <rancisco headE artersA ,evi Stra ss / rope" Fiddle /ast and Africa $,S/FA'" !ased in :r sselsA and Asia ?acific 3ivision $A?3'" !ased in Singapore. The company employs a staff of appro4imately 1%"5%% people worldwide. The core ,evi+s was fo nded in 17&3 in San <rancisco" specialiDing in riveted denim >eans and different lines of cas al and street fashion.(4) <rom the early 19.%s thro gh the mid-19&%s" ,evi Stra ss e4perienced significant growth in its ! siness as the more cas al look of the 19.%s and 19&%s shered in the 1!l e >eans craDe1 and served as a catalyst for the !rand. ,evi+s" nder the leadership of Calter Gaas Br." ?eter Gaas" /d ;om!s" and Fel :acharach"

2&

e4panded the firm+s clothing line !y adding new fashions" incl ding stone-washed >eans thro gh the acE isition of 2reat Cestern 2arment ;o. $2C2'" a ;anadian clothing man fact rer" and introd cing ?ermanent ?ress tro sers nder the Staprest name. The company e4perienced rapid e4pansion of its man fact ring capacity from 1. plants to more than .3 plants in the #nited States from 19.4 to 19&4 and 23 overseas. They sed 1pay for performance1 man fact ring from the sewing machine operator level p. 2%%4 saw a sharp decline of 2C2 in the face of glo!al o tso rcing" so the company was closed and the /dmonton man fact ring plant sh t down.
(5)

The 3ockers !rand" la nched in 197.(.) which is sold largely thro gh

department store chains" helped the company grow thro gh the mid-199%s" as denim sales !egan to fade. 3ockers were introd ced into / rope in 199.. ,evi Stra ss attempted to sell the 3ockers division in 2%%4 to relieve part of the company+s Y2.. !illion o tstanding de!t.(&) ,a nched in 2%%3" ,evi Stra ss Signat re feat res >eanswear and cas alwear. (7) *n 5ovem!er 2%%&" ,evi+s released a mo!ile phone in co-operation with Fode,a!s. Fany of the phone+s cosmetic attri! tes are c stomisa!le at the point of p rchase.

27

C&A0TER 3II MAR9ETING STRATEGY


Farketing Strategy 5ike+s marketing strategy is an importantcomponent of the company+s s ccess. 5ike is positioned as a premi m-!rand " sellingwell-designed and e4pensive prod cts. 5ike l res c stomers with a marketing strategycentering aro nd a !rand image which is attained!y distinctive Z swooshO logo and the advertisingsloganI 1B st do it1.

5ike promotes its prod cts !y sponsorshipagreements with cele!rity athletes" professionalteams and college athletic teams. 5ike+smarketing mi4contains manyelements esidespromotion.4.Advertising..:eatles song7.Gorror ad4. ?retty ad

29

CHAPTER 3 VIII A2OUT CO4PETITORS

3%

CHAPTER 3 IX DATA ANALYSIS AND INTERPRETATION Ret"i#ers s%rve, res%#t '. S"("r

31

>enNs market BB

CidNs ,0

OomenNs 2,

C%st' er s"tis."cti'! "s per s%rve, res%#ts

32

5o. 0f ?eople

&atisfied :nsatisfied

Availability ,< 2B

%urability 2J ,2

price ,B 2<

Advertising ,, ,,

variety 2? 2?

33

C%st' er pre.ere!ces "s per s%rve, res%#t

(eople <1

+ike in J<

'eebok 0A

Pevis ,6

Adidas ,<

Others J

-''&#"!& Ree0'1 2"t" A&&i&"s Ot$ers

34

56HICH 2RAND DO YOU PRE7ER8

2RAND 'eebok Adidas Action +ike Others

PERCECENTAGE 9:) 7RE;UENCY 0< 2J A 2B 0 0< 2J A 2B 0

<1 06 01 26 21 ,6 ,1 6 1

0< 2J 2B

A 0

'eebok

Adidas 'eebok Adidas

Action Action

+ike +ike Others

Others

CO44ENT: most of the people prefer to wear &ocks of 'eebok brand

35

5ARE YOU SATIS7IED 6ITH THE ;UALITY O7 PRE7ERD 2RAND8

OPTION
Qes +o

PERCENTAGE 9:)
AJ.B ,.<

7RE;UENCY
,<J 2

,.<! ,L Qes +o AJ.B! AAL

3.

5ARE YOU SATIS7IED 6ITH THE PRICE RANGE8

OPTION
Yes N' N' c'

PERCENTAGE 9:)
B< ,A ,?

7RE;UENCY
<= 2A 26

e!t

(E'"E+$A*E=L-

,?L Qes +o ,AL B<L +O "O>>E+$

3&

RI7 PRICES O7 YOUR PRE7ERED 2RAND INCREASES 6ILL YOU PURCHASE AGAIN8

2RAND
S" e 0r"!& C$e"per 0r"!& A!, 't$er 0r"!&

PERCENTAGE 9:)
>? 1= 2=

7RE;UENCY
?@ 2A BC

A1 J1 ?1 B1 61 <1 01 21 ,1 1

J? 6J

20

,B

<1 2B

.'E3:E+"Q (E'"E+$A*E=L(E'"E+$A*E=L-

&ame brand

.'E3:E+"Q "heaper brand Any other brand

37

56HAT 7ACTORS IN7LUENCE YOU TO GO 7OR A PARTICULAR 2RAND8

IN7LUENCE
;%"#it, Price D%r"0i#it, V"riet, A!, 't$er

PERCENTAGE 9:)
@B > 1A ? C

7RE;UENCY
111 ? 2C 11 C

J1 ?1 B1 61 <1 01 21 ,1 1

?<

,0 6 3uality (rice
3uality (rice

J 1

%urablity
%urablity

)ariety
)ariety

Any other

Any other

CO44ENT: people in the surveyed area mostly preferred the 4uality of the brand instead of price and durability. 39

OPTION
Yes N'

PERCENTAGE 9:)
<< 6B

7RE;UENCY
== J<

RDO YOU NOR4ALLY S6ITCH OVER THE 2RAND8

<<L 6BL

Qes +o

CO44ENT: >ost of the people were not ready to switch over from their brand.

4%

41

C&A0TER - =
Li#it(tion! o. t-* Stud" The market of <ootware is too vast and it is not possi!le to cover each and every dealer" man fact rer and seller in the availa!le short span of time.

2enerally the respondents were ! sy in their work and were not interested in responding rightly.

-espondents were rel ctant to discover complete and correct information a!o t themselves and their organiDation.

Fost respondents were not maintaining proper knowledge of vario s services provided !y their company" so they were na!le to provide e4act information.

Fost of the respondents donOt want to disclose the information a!o t the vario s other companiesO which they have e4perienced !efore.

Some of the respondents were sing the service first time of their company and they were not a!le to properly differentiate among their prod ct.

3 e to h man !ehavior information may !e !iased. Fainly in :S5, case.

42

C&A0TER - =I
SUGGESTION AND RECO44ENDATION

S%((esti'!s
(rovide good promotion schemes! offers to customers. Improve customer satisfaction on < (Ns. "ontinuously add more verity of products in store "onsistency in 4uality should be maintained. Ooodland should try new dealer who have the potential. &o they can target more market. As there is a bottle neck competition between Ooodland and its competitors! it is necessary to take measure steps to overcome the area of downfall in Ooodland with respect to its competitors. "ustomer considers 4uality as their first preference! so the company should give more stress on this.

43

CONCLUSION

Ooodland has slowly but steadily carved itNs place in the world of &ocks .

$hey are well#known brand in &ocks.

5ecause of many other big brands in the market woodland &ocks should come up with new marketing strategy.

$hey should opt for product development to sustain in the global market.

44

4& BIB1IOGRAP32
Book 5 Donald R Cooper & Pamela S Schindler, P/ni#ha0a#h1 Pandian, Sec/ri#1 Business Research & Por#4olio

Methods, !i"h#h !di#ion, $a#a %c&ra'()ill, *e' +ork, ,--. 2nal13i3 %ana"emen#5 !di#ion, 6ika3 P/7li3hin" )o/3in" P0#8 9#d, ,--:8 S8;e0in, Por#4olio %ana"emen#5 Second !di#ion, Pren#ice )all o4 <ndia P0#8 9#d8

0e" ite 5 '''&!e$a hi h&%om


'''&n ein!ia&%om '''&mone*%ontrol&%om '''&"u ine to!a*&into!a*&in '''&trai&go$&in

45

;UESTIONNAIRE
+ame *ender ./> 3., %o you prefer wearing sport &ocks S =a=a=c=e=a=a=c=a=c=a=c=e=a=c=e=a=aQes +ike 'eebok Any other Qes Qes +o comment &ame brand Any other brand "omfort %urability Any other 3uality (rice (romotion Qes Qes T T T T T =b=b+o +o T T 4. T T =b=d%urability )ariety T T T T =b=d(rice :se in sport T T T T T =b"heaper brand T T T T T =b=b+o +o T T T =b=b=d+o Adidas Action T T T 3.2 which brand you preferS Address "ontact +o.

3.0 Are you satisfied with the 4uality of preferred brandS 3.< Are you satisfied with the price range of preferred brandS

3.6 if the price of your preferred brand increases will you purchase againS

3.B how do you consider the importance of sport &ocks S

3.? what factors influence you to go for a particular brandS

3.J %o you normally switch over the brandS 3.A does the advertising play any role in selection of brands of &ocks S

3.,1 what kind of promotional tool you preferS =a=c%ate Pucky coupon T %iscount T =b=d.ree gift T 5uy one get one freeT. &ignature

4&

Das könnte Ihnen auch gefallen