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Footwear in Shimoga
TITLE
1. INTRODUCTION
2. RESEARCH METHODOLOGY
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3. BACKGROUND OF THE STUDY
BIBLIOGRAPHY
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LIST OF TABLES
Table TITLE
No.
Table showing that percentage of people using branded foot wear
Table showing that the preference of shoe type among the customers
Table showing that brand awareness of formal leather shoes
Table showing that the brand awareness of the sports shoes
Table showing that percentage of people are using Bata kids shoes
Table showing the factors influencing to buy competitors brand
Table showing who influence them to buy foot wear
Table showing the income level of the customers
Table showing according to the customers the top three companies
in the foot wear segment
Table showing the suggestion given by the customers to improve the
sales of Bata with the other competitors
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LIST OF GRAPHS
Table TITLE
No.
Graph showing that percentage of people using branded foot wear
Graph showing that the preference of shoe type among the customers
Graph showing that brand awareness of formal leather shoes
Graph showing that the brand awareness of the sports shoes
Graph showing that percentage of people are using Bata kids shoes
Graph showing the factors influencing to buy competitors brand
Graph showing who influence them to buy foot wear
Graph showing the income level of the customers
Graph showing according to the customers the top three companies in
the foot wear segment
Graph showing the suggestion given by the customers to improve the
sales of Bata with the other competitors
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1.1 GENERAL INTRODUCTION
Gone are the days when consumers were least bothered about their
footwear and wore whatever was offered to them how they need a strong and
sustainable brand which can offer sound tangible benefits, a footwear which is
durable, comfortable as well as stylish which can enhance their looks.
India is a country, which has always appreciated a naval ideal and a naval
product. When woodland and Mescos ventured into the Indian market they would
have not anticipated that their product would be so readily accepted by the Indian
consumers, in spite of being targeted at a premium price, people accepted it
because it was not only a new thing but also offered value for their money. Seeing
the success of this footwear MNC’s like as Nike, Reebok, and Adidas did not wait
for the second call and with their regular promotional activities the message was
clearly penetrated in the mind of the consumers about the benefits of the brand. In
spite of being highly priced, these companies are doing well in the Indian market,
for that is Nike; Nike is constantly creating new niches and protecting niches by
the designing shoes for different sports activities. After creating marketing for a
particular niche they expand the niche by designing different versions.
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consumer and please them in a way they like. The quotation “consumer is not a
king but a queen” rightly fits in the era.
Bata limited is the largest footwear company in the Asia and always
analyses the market potentiality and consumers perception and to offer them the
product of their need, wants and demands and satisfy them to the fullest.
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1.2 STATEMENT OF THE PROBLEM
Bata India Limited is the Asian largest foot wears company; which through
its regular research process is always in an innovative process to fulfill the
requirements of the consumers. The maximum share of the market is being
dominated by the unorganized sector. Bata is still the pioneer in the organized foot
wear industry but the changing preferences of the consumers is the apex point
when the company is aware of and always endeavors to fulfill the demand of the
consumers. The statement of the comparative study of the market potentially and
consumer perception with the special reference to gents shoes, ladies and kids
shoes.
The study will analyze the market potential includes these market share,
selling and purchasing of the share, analysis of the brand awareness, consumer
preference their satisfaction level and the present status at the Bata footwear in
Shimoga city.
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1.3 NEED FOR THE STUDY
The study is being undertaken to analyze the present status of the product of
Bata [India] limited in Shimoga and thereby to analyze the various sales
opportunities available in the market for Bata footwear.
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1.4 OBJECTIVES OF THE STUDY
Primary objectives
Secondary objectives
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1.5 VARIOUS CONCEPTS
For the purpose of the study following concepts and models were formal relevant
and are explained here under.
“Market Share “
“Market Research”
Market research involves analysis of market potentials for existing products
and estimating demands for new products, sales forecasting, characteristics of
product markets, analysis of sales potentials, and studies of market trends. Broadly
the functions of marketing research involve description and explanation,
prediction and evaluation. So market research is a process of collecting
information about who, what,
Where, when, why and how of the actual potential consumers in a particular
market.
“Marketing Strategy”
It is the set of guidelines and policies used for effectively matching
marketing programme with target market opportunities in order to achieve
organizational objectives.
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“Brand”
A brand is a name, term, sign; symbol, designs or some combinations of
these two identify the products or services of one firm and to differentiate then
from competitive offerings.
“Awareness”
It is the first stage in consumer acceptance process in which a product
stimulates, penetrates the consumers’ filtration system and register in his mind.
“Brand Preference”
It is a selective preference consumer according to a particular brand of
products in a comparative evaluation with other brands.
“Advantages”
1. The information is usually accurate because it is published one.
2. It is easily available from company records.
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“Disadvantages”
In this study we have used primary and secondary data to increase the
accuracy of the analysis and results.
“Market”
Market is a group of people with demand, with both the ability and
willingness to buy a product or service for end user purposes. So the much
characteristics of market are, there should be ability and willingness to buy the
product among the group of people for the end user.
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“Marketing”
According to Philip Kotler – marketing is the human activity directed at
satisfying needs and wants through exchange process .In other words marketing is
the process of planning, executing the conception, pricing, promotion and
distribution of ideas, goods and services to create exchanges that satisfies
individual objectives.
“Marketing mix”
Marketing is the blend of 4ps’ that is – product, price, promotion and
physical distribution. The basic functions included in the mix are product
development, branding, packaging, pricing, promotion, and advertising selection
of channels of distribution, physical handling and personal selling.
“Product”
A product is anything that is potentially valued by a target market for the
benefits or satisfaction it provides including objects, services, organizations, place,
people and ideas.
“Sales Management”
Sales management means in addition to the management of personal selling.
It is the management of all marketing activities including advertising, sales
promotion, market research, physical distribution.
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“Market Potential”
It is an estimate of the maximum possible sales opportunities present in a
particular market segment and open to all sellers of a good service during a stated
future period.
“Sales Potential”
It is an estimate of the maximum possible sales opportunities present in a
particular market segment open to a specified company selling a good or services
during a stated future period.
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determine the average annual expenditure of the customers and the price that is
affordable for them to purchase footwear. In order to frame its price range
accordingly. The aim of the study is to estimate the market potentiality and
consumer perception in Shimoga and compare it with its competitive brands and
also forecast the various opportunities available in the market for Bata footwear
for 2009 &2010. Therefore it is expected that the research findings would give
valuable results which would benefit for the company –Bata India limited, to make
vital decision and to frame their marketing programmers more effectively and
efficiently to be a premier and a market leader in the footwear industry.
“METHODOLOGY”
The research topology used by the researcher is the extensive study through
survey method. A survey method is selected for the of its following
characteristics:-
a) It is always conducted in natural setting: it is a field study.
b) It seeks responses directly from the respondents.
c) It can cover a definite geographical area; a city; or a district or a state.
d) The analysis of data may be made by using simple statistical technique with
special reference to the objectives of the study.
The subject matter of the survey undertaken by the researcher may broadly be
categorized into-
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A. Social survey-
1. Consumer opinion and attitude
2. Consumer perception.
“DESCRIPTIVE RESEARCH”
Descriptive studies are undertaken in many circumstances. When the
researcher is interested in knowing the characteristics of certain groups such as
age, sex, educational level, occupation or income. A descriptive study may be
necessary.
“NATURE”
The descriptive study was cross sectional in nature. It includes a survey of
individual segment and is both qualitative and quantative in nature given the small
sample; stress was laid to get the qualitative data.
“RESEARCH INSTRUMENT”
A questionnaire was used for the survey. It was developed on the basis
descriptive questionnaire.
The questionnaire was open as well as close ended to extract the valuable
information as needed for the analysis.
“FORMULATION OF HYPOTHESIS”
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researcher is interested in collecting and analyzing the data, indicating the main
characteristic without a hypothesis expecting the one which he may suggest
incidentally during the course of the study.
1. Formulate a hypothesis.
2. Setup a suitable significance level.
3. Choose a test criterion.
4. Compute.
5. Make decision.
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2.2 SAMPLING PLAN
SAMPLE UNIT: The sample unit was buyers of various branded footwear with
different occupations such as students, servicemen, businessmen etc.
SAMPLE SIZE:- 100 consumers from different area of Shimoga were surveyed .
100 was the sample size and approximately 10 respondents from each area were
interviewed .
2.3 SOURCES OF THE DATA
In this study primary as well as secondary data is being used. Primary data
is collected with the help of questionnaire while the secondary data from
companies brochures, business magazine, reference book, journals, and articles
were extracted to provide a valuable and vital input in the study, so as to drawn
proper results .
Data given below with two types: -
a. Primary data
b. Secondary data
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PRIMARY DATA
It involves data, which has directly obtained through interviews. They are
usually up to date, as the analysis system immediately after obtaining primary data
is collected with two types of methods.
A. Observation method.
B. Survey method.
Here survey method has been followed for the collection of primary data. In this
method questioning is a process of data collection. There are 3 types of
questioning-
1. Personal interview
2. Telephone interview
3. Mail survey
The researcher has followed personal interview type of questioning.
SECONDARY DATA
It is data that are collected from various sources, are government
publication, statistical organization, research organization and company records.
This data is cheaper and almost easily than primary data.
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2.4 DATA COLLECTION INSTRUMENTS
The questionnaire was used to avail the vital information needed. The
questionnaire was open as well as closed ended with multiple choice and ranking
questions. The term questionnaire refers to a self-administered process, where by
the respondents read the questions and records his answers with out the assistance
of an interviewer.
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2.5 FIELD WORK
The study involved a fieldwork of around 30 days, where the buyers were
contacted individually and were persuaded to discharge the information through
the questionnaire whish lasted for 10- 15 minutes. The buyers were directly
contacted in their houses, shops and any other places with out prior appointment as
per the convenience of the researcher. The fieldwork, which was mandatory as
well as an indispensable part of study, helped in learning the art of persuasions and
ability to extract the information. The fieldwork was vigorous but helped in
availing a bulk of knowledge. Over all fieldwork provided critical and vital
information such as knowledge intentions, activities, and opinions and so forth of
the problem under investigations.
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2.6 Tools used for data analysis
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D. Transcriptions- since direct tabulation from the edited data is
difficult because of the large number of questionnaires. The
researches used the transcription process rather than opting
tabulation directly
E. Tabulation- after the transcription of data is over, the data are
summarized and arranged in a compact from for further analysis.
Manual method of hand tabulation type is used in tabulating the
data.
F. Analysis plan- the inferential analysis has been done.
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2.7 METHODOLOGICAL ASSUMPTION
From the study under taken the researcher has reached the following assumptions:
The study will yield significant result of the brand, such as standing of Bata
footwear in Shimoga and this will give significant results of the satisfaction of the
buyers towards Bata. The study will also show brand awareness, brand preference
of the buyers of Bata. the analysis of market potentiality will represent status of
the products of Bata. the estimation of sales potential till the year 2003 will
analysis the various sales opportunities available in the market for the Bata
footwear, which would give ample scope for the company to frame it’s marketing
program towards their segment and play an important role of satisfying their
insatiable needs. The contribution of the study is expected to be very meaningful
and useful.
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2.8 LIMITATIONS OF THE STUDY
A. The study is limited only to formal leather shoes; and sports shoes.
B. Since the time duration of the project was 4 to 5 weeks hence it was not
possible to go for a very wide sample, so the sample size was limited to
100.
C. In the comparative study, the researcher has considered only a few
leading footwear brands in the market like liberty, woodland, Nike,
Mescos, Reebok suggested by the company.
D. Since it is a convenient study, some sort of discrepancies might be there
in the data available.
E. The overall study is conducted in Shimoga but the sales forecasting is
for whole retail south.
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CHAPTER –3
The business market consists of all the organizations that acquire goods and
services used in the production of other products or services that are sold, rented
or supplied to others. the major industries making up the business market are
agriculture, fisheries, mining, manufacturing, construction, transportation,
communication, public utilities, banking, finance and insurance, distribution and
services etc.
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Business markets have several characteristic that contrast sharply with
consumer markets:-
A. Fewer buyers –the business marketer normally deals with far fewer buyers than
the consumer marketers do. Good year tire companies fate depends on getting
an order from the one of big three company’s means USA automakers.
B. Larger buyers- A few large buyers do most of the purchasing in such industries
as aircraft engines and defense weapons.
C. Close supplier- customer relationship- because of the smaller customer base
and the importance and power of the larger customers, suppliers is frequently
expected to customize their offerings to individual business customer needs.
Sometimes the buyers require the sellers to change their practices and
performances. In recent years; relationships between customers and suppliers
have been changing from downright adversarial to close and chummy.
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distinguish three types of buying situations the straight rebuy, modified rebuy, and
new task.
A. Straight Rebuy
The straight rebuy is a buying situation in which the purchasing department
reorders on a route in basis. The buyer chooses from suppliers on an “approved
list”. This supplier makes an effort to maintain product and service quality. They
often propose automatic reordering systems so that the purchasing agent will save
reordering time .the out suppliers attempt to offer something new or to exploit
dissatisfaction with a current supplier. Out suppliers try to get a small order and
then enlarge their purchase share overtime.
B. Modified Rebuys
The modified rebuy is a situation in which the buyer wants to modify
product specifications, prices, delivery requirements or other terms .the modified
rebuy usually involve additional desertion participants on both sides. The in
suppliers become nervous and have to protect the account .the out suppliers see an
opportunity to propose a better offer to gain some business.
C. New task
The new task is a buying situation in which the buyers buys a product or
service for the first time .the greater the cost or risk, the larger the number of
decision participants and the greater their information gathering – and therefore
the longer the time to decision completion.
New task buying passes through several stages. Awareness, interest,
evaluation, trial, an adoption. Communication tools effective ness varies at each
stage. Mass and media are most important during the initial awareness stage, sales
people have their greatest impact at their interest stage, and technical sources are
the most important during the evaluation stage.
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CONSUMER BEHAVIOR: -
The aim of marketing is to meet and satisfy target customers needs and
wants.,
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When does the market buy? Occasions
Where does the market buy? Outlets
Personal
Psychological influences Social influences
I) Perception I) Roles and family.
I) Demographic
II) Motives II) Reference groups
II) Situation
III) Ability and III) Social classes.
III) Involvement
Knowledge. IV) Culture &
I) Attitudes sub-cultures
IV) Personality
FEEDBACK
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Occupation. Demographic factors have a bearing on who are involved factors also
affect the extent to which a person uses products in a specific product category.
2) SITUATIONAL FACTORS:-
Situational factors are the external circumstances or conditions that exit when a
consumer is making a purchase decision. Situational factors can influence a
consumer’s action during any stage of the buying decision process, and in variety
of ways.
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3) ATTIDUDE: - Attitude refers to knowledge and positive or negative feeling
about an object or activity consumer attitudes towards a first and its products
greatly influence the success or failure of the firms marketing strategy.
4) PERSONALITY: - Personality includes all the internal traits and behaviors
that make a person unique. A number of marketers are convinced that a
consumer personality does influence the types and brands of products
purchased.
SOCIAL FACTORS:- The forces that other people exert on buying behavior are
called factors. The social factors influencing buying decision process are explained
below.
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3.2 INDUSTRIAL BAGROUND OF THE STUDY
Through out history shoes have been worn not only for protection but
also for decoration and to indicate social status. Shoe style have gone in and out of
fashion in women’s shoes changed to rounded toes in the 1500’s and low heels by
the late 1500’s and high heels in the 1600’s.
Until the mid 1800’s despite the many changes in shoe style, shoe making
itself involved cheaply the use of simple hand tools. Most people wore home made
shoes or bought shoes from a shoemaker who lived nearly or traveled from houses.
Improved sewing machines were developed in the mid 1800’s and shoe making
became a factory operation. This machine had special devices to stitched shoe
parts that previously had required nailing or stitching by hand.
In 1882, Jan Ernst & Matzeliger, a worker in an American shoe factory, invented
the shoe lasting machine. This and other new shoe making machines led to the
mass production of shoes by 1900.the mass production of footwear brought a great
production in the price of these products.
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Growth and development of the footwear industry:
One of ancient man’s first articles of clothing was protective covering for
the feet. Animal hides proved ideal for the purpose .in warm climates the typical
footwear was the sandal, a sole with straps to hold it on, in colder climates a shoe
that wrapped around the foot and sometimes extended into a boot was favored in
ancient Greece and Rome the soles of soldiers sandals were studded with hobnails,
large headed nails, for longer wear. Armies continued to use hobnails boots in
modern times. European footwear lacked heels until the end of Middle Ages.
Wealthy persons had shoes of rich fabrics, often lavishly decorated with
embroidery, ribbons, and jewels long pointed toes were popular. Common people
wore one-piece shoes of rawhide drawn up by a thing. Some times a wooden sole
was added. City jewelers protected their shoes from mud and filth out doors by
wearing patterns. Over shoes with a wooden sole and a wooden or metal under
structure that raised the foot and above the ground .ladies also wore shoes with
high pedestal soles of wood or cork. From these two styles heels developed about
1600.there after shoes differed from today’s footwear only in details of styles and
methods of construction.
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manufacture in the mid 19th century, first in 1845; was a rolling machine that
hardened sole leather then in 1846.Elias’s Howees successful sewing machine. By
1860 there was a machine for pegging soles and one for stitching them, and
machine cut soles were on the market. The method of stitching soles to uppers was
greatly improved by Gordon McKay, and his machinery was widely adopted. In
the 1870’s Charles Goodyear, son of the inventor of vulcanized rubber, perfected a
method of stitching a well shoe, long considered the finest type of construction.
Both the McKay system and the Goodyear system are still in use.
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CHAPTER – 4
Our history and language are full of reference to shoes and chappals and the
time honored craft of show and chappal making. Shoemakers were the first
craftsmen to establish guilds in the middle ages and through the builds societies of
craftsmen within a common trade come a standard of quality, which earned the
shoemaker a well-established position in the community. The quality and care the
shoemaker has taken with his craft has earned him a place in the history and Bata
shoe organisation is proved to follow in this tradition of time quality
craftsmanship. Today Bata shoe organisation is truly “Shoemaker and chappal
maker to the world” and we invite you to join us and learn a little about the long
history of shoes and how they are designed and constructed.
Primitive man made his own shoes from the skins of the wild animal he
hunted and, where the climate was cold, he tied or around his lower leg. Primitive
men were for the most part, nomadic and he bound his feet for protection against
the bites of insect, often thorny forest flow and the heat of the earth on the dry
plains. How the primitive men bound his feet dependent on where lived and this
form the very beginning we see that shoes were used for protection but that to
some extent the environment, the weather and the land dictated style.
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The Egyptian had an interesting custom, which indeed seems to be or origin
of expression under foot. The Egyptian painted or carved images of their enemies
on the bottom of their sandals. They believed, they could hurt their foe by treading
on their image, hence the expression; to be under foot”
Early shoe design was often taken from nature and in addition to sandals
the Egyptians also wore a shoe within up turned toe model on the elephants tusk.
The Mesopotamian used the same design, but with a longer curved toe. Some
believed that the Chinese might have originated the curved toe design, as the boat
with a peaked toe is quite common among the Mongols today.
The early Greeks where barefoot except in foul weather and it was not until
the Hellenistic period around 232 BC that going barefoot out of dears become a
sign of slavery. At that time the wearing of shoes signified that the wearer was free
and beginning barefoot come to signify that the person was a slaved. Early Greek
shoes were made from one piece of leather, which was drawn over the foot by a
threaded throng and tied around the ankle.
The Romans carried their shoe style throughout the ancient world as the
conquered. They brought “Roman Style” shoes to French and to Britain. The
Moons who conquered the Spain in the 8th century (711 AD), introduced a
beautifully – soft-dyed leather known as Cordovan. Their shoes fit snugly and
covered the foot and the ankle. They came to be called “Babylonian” shoes.
Thus we see the different materials different regions of the known world.
As people traveled, traded, conquered, shoes style was carried from one region to
another. The shoemaker became a specialist, a respected, influential and need
member of the society. Shoes and chappals where made for specific uses, designed
for specific climates and where often decorated to harmonies with clothing style.
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Leather, wood and plant elements (rice stalk in China and palm leaves in Egypt)
where the primary materials utilized in shoe making. In Europe, however leather
remained an important part of the shoemaker craft.
During several uprising against their landlords the peasants trampled their
crops under foot as an act of defense. Thus the derivation of the word “Sabotage”.
In the early 14th century during the early renaissance period the pointed toe
reached twelve inches beyond the foot and was stuffed with whalebone. Men of
this period held the toes of their shoes with the chains, which were attached to
greater at the knees. Following pointed toes the style became that exaggerated
width with the sides of shoes slashed and stuffed to give the foot and extra wide
appearance, usually at the toe. Next came the Chopine from Italy, a slipper with
dramatically elevated toe. Eventually, the hell and sole were cut separately and the
sole was reduced in height. The high heel, worn by both men and women, was
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introduced in the 16th century. During the 17th and 18th century many styles came
and went and a wide materials were used.
THE FRENCH COURT OF LOUIS THE XIV dictated the shoe styles of
the period, which seemed to reflect what many people saw as the “excess” of the
court. In fact at one time, men’s shoes climb stairs backwards falling over their
shoes. As a parallel development to “dress shoes” this period also gap reached to
the development of special military boots. The Hessian were will know and the
term “Wellington” came to mean rubber boots in English speaking countries.
In the late 18th century shoe style underwent radical changes as they
reflected popular politics. The French Revolution was followed by period of
simplicity in shoe styles as people revealed against the lavishness of the court.
Sandals, heels – kless slippers and low-cut shoes were adopted and the only
acceptable decoration was a simple buckle.
This history of shoes very much apart of all history. In the beginning, necessity
dictated style and then though conquest, travel and trade, styles where exchanged
among the people of the world materials varied and decoration in footwear became
popular to and luxurious.. Simplicity then returned and shoes reflected the
egalitarian ideas of the day. Style, decoration and variety were to eventually
return, of course.
Craftsmen shoemakers in single pairs produced one shoe; each cut, stitched
and tracked by hand in a time consuming, laborious method. The result; an
expensive, custom-made pair of shoes design in accordance with specifications
and whims of a wealthy client, more often than not a privileged member of a select
segment of society.
The industrial revolution of the 19th century was to bring about vast changes
in the shoemakers’ craft, transforming the art though mass production techniques
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into a rapid, highly automated, mechanical process. For the first time in history,
good quality people, thus achieving the long-short-after dream.
In turn, the automation of the shoe industry gave reach to the modern
fashion – oriented footwear industry. As peoples basic demanded and sought after
more specialized footwear; footwear for sports, for leisure, for work, footwear that
satisfied needs of both fashion and function. Today the footwear industry, the
assimilation of scientific methods and the findings of modern radical research
particularly in the realm of sports medicine in developing footwear in accordance
with the physiology of the human foot and the dynamics of the body in motion.
Placed on reality. Ever looking to the future with optimism. This is the golden
profile of Bata India.
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A work force that is available for training and guidance in all operations in the
field.
Today Bata India has become a legend behind it’s a sage of determination
and pursuit of excellence. A spirit of enterprise that has made Bata India a
complex, multidimensional giant ever at the service of millions of people in India.
How did it all begin?
About the organization: Asia’s largest footwear company strives to maintain its
lead with an image of superiority, professionalisms and round the clock efficiency.
A visit to any factory or office in the country bears testimony to that. Bracing to
meet the 21st century, Bata is gearing itself with the latest in technology and a
forward-looking approach to human resource development. Staggering 16,000
people work at various functional centers in Bata India. While another 2,00000 are
indirectly employed.
The world of Bata India: There are four factories, at Batanagar near Calcutta
now it is Kolkata, at Faridabad in Haryana, Bataganj near Patna in Bihar and at
Peenya in Bangalore. Taking stock of them all means accounting for thousand of
trained men and women, millions of pairs of footwear on the production line.
The people –our assets: The Company firmly believes that giving its people the
right encouragement, yields incomparable rewards. Even with technology and
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progress man doesn’t take second place at Bata India. Emphasis is given to man
management and every opportunity is given so that people can grow with the
organization. Each year a large number of regional, national and international
courses are held to train Bata employees. it is a Bata policy to provide equal
opportunity, to promote on merit and to stimulate it’s people into thinking globally
.always abreast with current trends and technology, Bata India brings latest in line
technology in factory, and the workers to many all to mated industries where work
force shrink in direct proportion to their rate of technological thinking .Bata India
keeps it’s employment levels steady.
Once the footwear industry was a cottage industry. Today Bata India is
proud to have elevated it into a full-blown industry with considerable volume and
prestigious position.
a whole.
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The accounts maintained are to be sent to the head office once in every month.
43
ACCOUNTING DEPARTMENT
ORGANISATION STRUCTURE
MANAGER (ACCOUNTS)
HEAD OFFICE
RETAIL MANAGER
ACCOUNTS OFFICER
MARKETING DEPARTMENT:
44
Marketing is a creative management, function which promotes
and distribution of goods and services, determines and directs the nature
which includes getting right quality and quantity of product at the right
objectives.
MARKETING MIX:
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It is a area of controllable marketing variables that the firm blends to
produce the response it wants in the target market. It consist of four groups of
variables properly know as LIP’s namely product, price, place and promotion.
Product:
Product stands for the firms tangible offer to the marketing
policies.
Price:
Price stand for the amount of money that customers have to pay for
the product. The method of pricing followed in Bata is cost plus pricing
that is
The company follows the price discrimination policy, which depends on the
quality of the product, price of the product and the raw material used.
In Bata ‘psychological pricing’ is adopted to market their products,.
Place: Place stands for the various activities the company undertakes to make the
product easily accessible and available to target consumers.
Promotion:
Promotion stands for the various activities the company undertakes to
communicate its product merits and persuade target customers to buy them. The
promotion tools comprising the promotion mix are –
Advertising
Personal selling
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Sales promotion
Publicity
Product promotion
MANAGING DIRECTOR
VICE PRESIDENT
(at present only V.P. marketing sales)
RETAIL Wholesale
DISTRICT
MANAGERS
SHOP MGR.
SALESMAN
CASHIER
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SHOP ASST.
REGIONAL DEPOT
MANAGER MANAGER
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PRODUCTION DEPARTMENT
Production is the bias activity of all industrial units. All the other activities revolve
round this activity.
The end product of production activity is the certain of goods and services for the
satisfaction of human wants. According to economics, product is an activity through
which the form utility is either created or enhanced. Bata owns and operates 6 shoe
manufacturing plans plus 2 tanneries. It also sources from hundreds many other
authorized factories in order to always give customers the right shoes at the right price.
At present Bata India Limited has got five factories in Calcutta, Haryana, Patna,
Shimoga and Hosur.
Peenya factory has its own in house R&D department. They instruct the control of
input of raw material and in the process quality control and checking of finished goods.
In R&D department the importance is given to sports shoes and school shoes.
From the sales department they get the information about the market i.e., feedback.
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At present in Peenya factory Canvas shoes are not produced. They produce the shoes
with PVC, Nylon cum Synthetic leather, sole, and nylon are imported, the sales strategy
is considered is important for making production.
PERSONAL DEPARTMENT:
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PERSONAL DEPARTMENT
GENERAL MANAGER
PERSONAL OFFICER
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ORGANISATION STRUCTURE AND CHART
OFFICE ADMINISTARATION STRUCTURE OF BATA
INDIA LIMITED.
MANAGING DIRECTORS
GENERAL MANAGER
RETAIL MANAGER
ACCOUNTS MERCHANDISING
PERSONNEL
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CHAPTER -5
Tabulating the data: After the raw data have been fully prepared the
tabulation work can begin.
Researcher should first prepare a plan specifying which items of data are to
be tabulated and whether each item is to be tabulated separately or in combination
with other items.
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5.2. STATISTICAL ANALYSIS & INTERPRATION OF DATA:
Data analysis is the process of placing data in ordered form, combing them
with existing information’s and extracting meaning from them.
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ANALYSIS AND TABULATION PART
Table 1.
Percentage of people using branded Footwear.
Analysis: Out of 100 Respondents, the majority of respondents i.e., 65% people
are wearing branded footwear, 25% people are wearing unbranded footwear and
10% people are wearing both the type of Branded and Unbranded Footwear.
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GRAPH No.1
10%
25% Branded
Unbranded
65% Both
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Table No.2:
Analysis: Out of 100 Respondents, the majority of respondent’s i.e., 55% people
are wearing Formal heat wear shoes, 35% people are wearing sport shoes and 10%
people are wearing both the type of Formal heat wear shoes and Sports shoes.
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GRAPH No.2
Both
Sports
Series1
Shoes
Formal
Leather
shoes
0 20 40 60
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Table No. 3
Analysis: The above table shows that 15% of the respondents are wearing Bata
leather shoes, 25% respondents are wearing Liberty formal leather shoes, 5%
respondents are wearing Mescos ash shoes, 10% respondents are wearing
Woodland 15% are using or wearing other companies’ formal leather shoes.
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GRAPH No.3
Bata
Liberty
Mescos
Woodland
Others
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Table 4.
Analysis: The above table shows that 15% of the respondents are wearing Bata
Sport shoes, 10% respondents wearing Action sport shoes, 25% of respondents
wearing Woodland sport shoes, 5% respondents are wearing Mescos sport shoes,
12% of respondents are wearing Reebok, 12% of respondents are wearing Nike
Shoes, 16% of thee respondents are wearing Adidas sport shoes, 5% of
respondents are wearing other
GRAPH No.4
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Brand awareness of sport shoeas
Bata
5% Action
16% 15%
Woodland
10%
Mescos
12% Reebok
Nike
12% 25%
5% Adidas
Other
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Table 5
Analysis: The above table shows that 65% of the respondents are using Bata. 15%
of the respondents are using Liberty kid’s shoes, 10% of the respondents are using
Reebok Kids shoes, 7% of the respondents are using other company’s kid’s shoes
for their children.
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GRAPH No.5
7%
10% Bata
3%
Liberty
Mescos
15% Reeboc
65%
Others
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Table No.6
Table showing the factors influencing to buy competitors Brand
Analysis: From the above table we can understand that the majority of respondents
that is 45% of them depends on price, 20% of respondents buy because quality is
good, 10% of respondents buy because of style, 5% of the respondents buy
because of durability, 20% of the respondents buy because of comfort ability.
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GRAPH No.6
20% Price
5% 45% Quality
Style
10% Durability
20% Comfort
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Table No.7
Analysis: From the above table we can understand that the majority of the
respondents that is 48% of the respondents are buy because of advertisements
influences to them, 25% of respondents are buy because of friends are influences
them, 18% of the respondents are buy because of the relatives are influences them
to purchase, 6% of the respondents are purchase because of the past experience
and other 3% of the respondents are purchasing in their own mood.
67
GRAPH No.7
Friends
Relatives
0%6% 3%
25% Advertisement
Others
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Table 8.
Analysis: From the above table we can understand that the majority of the
respondents income level above 20,000 are 55%, 15% of the respondents income
level between (15,000-20,000), 18% of the respondents income level between
(10,000- 15,000), 7% of the respondents income level between (5,000- 10,000),
5% of the respondents income level below 5,000.
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GRAPH No.8
5% 7% Below 5,000
18% 6,000- 10,000
10,000-15,000
55%
15,000- 20,000
15%
Above 20,000
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Table No. 9
Table showing: According to the customers the top 3 companies in the Footwear
segment
Analysis: From the above table it is showing that and we can understand that 65%
of the respondents’ choice is Bata, 20% of the respondents’ choice is Reebok, 15%
of the respondents’ choice is Woodland.
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GRAPH No.9
Woodland 15
Reebok 20 Series1
Bata 65
0 20 40 60 80
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Table No.10
Table showing the suggestion given by customers to improve the sales of Bata
with the other competitors.
Analysis: From the table shows that the majority 52% of the respondents suggests
improving the advertising in all categories especially in children section, which
will improve the Sales of Bata. 30% say regular supply will improve the sales and
18% of them suggest that improvement on wide range of collection in the entire
category.
73
GRAPH No.10
18
n
io
ct
le
ol
C
of
e
ng
ra
52 Series1
e
id
ng
W
si
r ti
ve
Ad
e
ov
pr
Im
30
yl
pp
Su
on
e
ov
0 20 40 60
pr
Im
74
CHAPTER -6
FINDINGS
The primary data gathered from the respondents have been classified, tabulated,
analyzed, and interpreted by using percentage method and different types of
diagrams.
75
SUGGESTIONS:
76
the same for casual shoes during the vacation period, and in the months
of May and June as the festival seasons.
A. In order to promote brand name for the Bata has to now concentrate more
on advertising in regional newspapers, magazines and TV network that
reaches the ultimate customer.
B. Bata should take rate of its close competitors and their marketing strategies
in comparison with their own and do the needful from time to time in order
to have a market share.
C. Bata should conduct regular marketing surveys to understand the current
taste and expectations of the customers.
D. More trendy and flashy design should be launched which would sweep the
customers of all ages.
77
E. More provision should be made by Bata for its middle class customers by
launching more products to cater to their needs and demands.
78
CONCLUSIONS
Majority of the people prefer both types of shoes that is formal leather
shoe & sports shoes.
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Questionnaire
Dear respondents,
Thanking you,
Yours faithfully
1. Name : …………………………………………
2.Address : …………………………………………
…………………………………………
…………………………………………
3. Contact No : ………………………………………..
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7. Occupation : a) Student [ ] b) Business / Profession [ ]
c) Employee [ ] d) Other’s [ ]
8. Income : a) Below 5000 [ ] b) 5000-10,000 [ ]
c) 10,000-15,000 [ ] d) 15,000-20,000 [ ]
Branded [ ] Unbranded [ ]
13. What factors would you consider before selecting your foot wears?
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Company showrooms Dealers Others .................
17. What is your perception regarding the following companies? (Please indicate L
for Local, N for National and I for International)
18. According to you, which are the top 3 companies in the footwear segment?
ABC
19. Any additional feature you want to have in your footwear? Yes No
20. Any special facility you want to have from the company? Yes No
21. Please give some suggestion to improve the quality and service of the footwear
products...........................................................................................
Date:
Place: Signature.
82
BIBLIOGRAPHY
1) Books Referred
Marketing Management - Philip Kotler
Principal of Marketing - S.S.Sherlekar
Research Methodology - By C.R.Kothari
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