PREFACE

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

important in the field of Business Management. It offers the student to explore

the valuable treasure of experience and an exposure to real work culture

followed by the industries and there by helping the students to bridge gap

between the theories explained in the book and their practical implementations.

Training plays an important role in future building of an individual o that

he / she can understand the real world in which he has to work in future. The

theories greatly enhance our knowledge and provide opportunities to blend

theoretical with the practical knowledge where trainees get familiar with certain

aspect of industries relation. I feel proud to get my self trained at WOODLAND

SHOES at Jodhpur that is one of the top most organizations in India and whose

customer base is increasing rapidly with every passing day. For research work, I

have assigned the topic “A Study On Consumer Preference

For Branded Shoes”

.” which will help in analyzing the preference strength for Woodland Shoes.

1

Acknowledgement

The research on “A Study On Consumer Preference For Branded Shoes” has

been given to me as part of the curriculum in 2-Years Masters Degree in

Business Administration.

I have tried my best to present this information as clearly as possible using basic

terms that I hope will be comprehended by the widest spectrum of researchers,

analysts and students for further studies.

I have completed this study under the able guidance and supervision of Ms. I will

be failed in my duty if I do not acknowledge the esteemed scholarly guidance,

assistance and knowledge. I have received from them towards fruitful and timely

completion of this work.

Mere acknowledgement may not redeem the debt I owe to my parents for

their direct/indirect support during the entire course of this project.

I also thankful to my friend who helped me a lot in the completion of this project.

2

EXECUTIVE SUMMARY

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

Market Share of different sports shoes and various Sales Promotion

schemes, which are followed in the Sports shoes industry. The three

major global players i.e. Reebok, Nike, and Adidas dominate the sports

shoes industry in India. India is one of few battlegrounds in the world

where there is neck-to-neck competition between the three. The

companies claim to be in number one sport coating the data produced by

two different marketing research companies.

In the 1980s, Adidas sneakers became popular amongst teenagers and young

men. The Adidas sneaker was popularized by the Run DMC song "My Adidas"

and became a huge fashion trend. The Tapie affair the history of the company as

presented by its official web site is incomplete, perhaps because it is indirectly

linked to financial scandals. After 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.

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.

3

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.

4

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

4

Research Objectives 6

Research Methodology 7-10

Limitations 11

12-28

Data Analysis & Interpretation 29-42

5

Suggestions & Recommendations 43-44

Annexure 44-48

Bibliography 49-50

6

INDUSTRY

PROFILE

7

ABOUT SHOES?

Sole

The bottom of a shoe is named the sole.

Insole

The insole is the interior bottom of a shoe, which sits directly beneath the foot.

Many shoes have removable and replaceable insoles, and extra insoles are often

added for comfort or health reasons (to control the shape, moisture, or smell of

the shoe).

Outsole

The outsole is the layer in direct contact with the ground. The material of the

outsole depends on the function, dressiness, and quality of the shoe, but is

generally very durable material, since it experiences the most stress. Dress

shoes have leather outsoles; casual or work-oriented shoes have outsoles made

of natural rubber or a synthetic imitation. The outsole may comprise a single

piece, or may comprise separate pieces of different materials. Often the heel of

the sole is rubber for durability and traction, while the front is leather for style.

Specialized shoes will often have modifications on this design: athletic cleats

have spikes embedded in the outsole to grip the ground; many kinds of dancing

shoes have much softer or harder soles. These soles can be as hard as

concrete, and very sturdy.

Heel

The bottom rear part of a shoe is the heel. These come in a variety of sizes and

are usually made to support the large stresses applied to the heel of the foot.

They are often made of the same material as the sole of the shoe. This part can

be high to make the person look taller, or flat.

Vamp, or upper

Any shoe has an upper part that helps hold the shoe onto the foot. In the

simplest cases, such as sandals or flip-flops, this may be nothing more than a

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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

Shoe polishing equipment:

Shoe polish - a waxy material spread on shoes to improve

appearance, glossiness, and provide protection

Shoe brush and polishing cloth - used to apply polish to shoes

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

snow protection

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

improved fit, or reduced abrasion. These include padding and inner

linings. Inserts may also be used to correct foot problems

Shoe bag - a bag that protects shoes against damage when they are not

being worn

Shoe stretcher - a tool for making a shoe longer or wider or for reducing

discomfort in areas of a shoe

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

ground covered by the shoe

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Types of shoes

Dress and casual 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

Men's shoes can be categorized by how they are closed:

Balmorals - the vamp has a V-shaped slit to which the laces are attached;

also known as "closed lacing." In England, the 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”.

Blüchers - the laces are tied to two pieces of leather independently

attached to the vamp; also known as "open lacing." In England, the

Blucher is known as the Derby shoe.

Monk-straps - a buckle and strap instead of lacing

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

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

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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.

Slippers - Usually for night use, commonly worn with pajamas

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Athletic shoes

Men's and women's athletic shoes and special function shoes often have less

difference between the sexes than in dress shoes. In many cases these shoes

can be worn by either sex. Emphasis tends to be more on function than style.

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

purpose athletic shoes; made out of rubber, cloth, and/or plastic to be

lightweight, flexible, and have good traction. Special varieties available for

basketball or tennis.

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

cushioning.

Track shoes - lightweight; often with plastic or metal cleats

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

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

Golf shoes - with "spikes" for better grip in grass and wet ground.

Originally the spikes or "cleats" were made of metal but 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)

Bowling shoes - intermediate style between ordinary dress shoes and

athletic shoes. They have harder rubber soles/heels so as not to damage

bowling alley floors. They are often rented or loaned at bowling alleys.

Climbing shoes , also known as hiking shoes or boots - usually have a high

somewhat stiff upper with many lace eyelets, to provide ankle support on

uneven terrain, with extra large traction on the sole.

Walking shoes - have a more flexible sole than the running shoe, lighter in

weight than the hiking boot, may have air holes, may not be water proof.

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

skating on the bottom of the shoe portion.

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o Ice skates

o Roller skates

o Inline skates

Ski boot - a large, thick plastic boot specially designed for attachment to

the ski.

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

They are very wide and have extra layers of padding to protect the

skateboarder’s feet. Many young people wear them for comfort.

Cycling shoes are equipped with a metal cleat to interface with clip less

pedals, as well as a stiff sole to maximize power transfer and support the

foot.

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

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

Orthopedic shoes

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

comfort qualities, such as padded removable foot beds, wide toe boxes and arch

support are made especially for those with problematic feet.

Dance shoes

Pointe shoes - shoes designed for ballet dancing, which have the toe box

stiffened with glue and a hardened sole so the dancer can rise on the tips

of her (or his) toes

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

leather sole that may be continuous or in two parts (split-sole) - stiffer

leather sole over the ball of the foot and over the heel, with the part of the

shoe under the arch made of the softer material of the upper, so as the

foot can be pointed to its utmost. Elastic straps usually secure ballet

slippers. They are most commonly pink, white, black, or pale tan, although

they may be made in specialty colors such as red or blue.

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

shoes usually have a longer vamp, securing the foot by laces or elastic

inserts. Unlike ballet slippers, jazz shoes usually have a low (1" or under)

heel.

Tango/flamenco dance shoes

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

dance shoe, with a block toe like a ballet slipper

Character shoes - shoes with a 1"-3" heel, which are usually made of

leather, and often have one or more straps across the instep to secure the

foot during dance. They may come in soft-soled (suede) or hard-soled

varieties. They may be adapted into tap shoes by attaching taps.

Work shoes

Work shoes are designed to stand heavy wear, to protect the wearer, and

provide high traction. They are generally made from sturdy leather uppers and

non-leather outsoles. Sometimes they are used for uniforms or comfort by

nurses, waitresses, police, military personnel, etc. They are commonly used for

protection in industrial settings, construction, mining, and other workplaces.

Protective features may include steel-tipped toes and soles or ankle guards.

Historical shoes

Footwear has been worn for tens of thousands of years. Shoes of the past

include:

Espadrilles : these sandals, which are still worn today, are found as early

as the 14th century.

Patten : a European wooden overshoe used to keep a person’s feet dries

outdoors. First worn in the middle ages, they continued in use even into

the early 20th century.

Poulaine : a shoe with a long-pointed toe, popular in Europe in the 1400s.

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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.

Polishing - for protection, water resistance (to some extent) and

appearance, especially for leather shoes and boots.

Heel replacement - heels periodically wear out. Not all shoes are designed

to enable this.

Sole replacement - soles also wear out. Not all shoes can have their soles

replaced.

Shoelace replacement.

When unfit for use, shoes can be treated as trash or municipal solid waste

and disposed of. The exception can be with most athletic sneakers which

can be recycled and turned into other raw materials. See Nike Grind as an

example.

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

15

MARKETING MIX

PRODUCT

FUNCTIONALITY

FEATURES

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

Liquid with different fragrances (mild & strong)

Acupressure in built in the pad

Magnetic pads- to control the blood pressure

Different color schemes & designs

Refilling of the fragrance in the pads

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

Light weight

16

BRAND

WOODLAND

WARRANTY

For 1 year

17

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,

We wont be using price skimming technique as it is only for the technical

products.

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

provided there in the price ranges from 1500 to 5000.

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PLACE

WHERE WE ARE LOCATED

Headquaters in delhi supportedby multiple manufacturing and

development units in states like-

Rajisthan.

Uttar Pradesh

Daman etc

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

and nurturing channel partners as well as customer relationship.

MARKET COVERAGE

Targeting 70%of total customers

Mainly outlets in urban and sub urban areas

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

of:-

Delhi

U.P

Maharastra

Bihar

West Bengal

Andhra Pradesh

Tamil nadu

Madhya Pradesh

Rajasthan

Karnataka

Gujarat

Orrisa

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Kerala

Punjab

Harana

Chhattisgarh

Uttaranchal

Goa

Arunachal Pradesh

Mizoram

Pondicherry

Jodhpur

PROMOTION

ADVERTISING

Posters and Hoardings

Visual media

Printed –( Newspapers, magazines )

Radios(All FM radio channels.)

PUBLIC RELATIONS

follow CRM ( customer relation management ) techniques

corporate social responsibility.

PEOPLE

segmentation / target marketing

20

PHYSICAL DISTRIBUTION

CHANNELS OF DISTRIBUTION

Factory

C & F

Retailers

Customers

hiring carriage from independent carriers

PACKAGING

21

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

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

Using paper and jute bags for final distribution

No usage of poly bags either inside for packing and for disposing off to the

customers

Fitting tips 

The right socks

When trying on shoes, make sure you are wearing the appropriate socks. For

instance, if you are trying on boots that you would wear with heavy socks, don't

try them on with thin nylons.

The right time

The best time to try on shoes is usually at the end of the day, when your feet are

most swollen. The point of waiting until the end of the day is to make sure that

the footwear can fit you at your widest-- kind of a "worst case scenario" check.

The right foot

The first shoe you try on should be for your larger foot. For most people, their

larger foot is the opposite from the hand they write with. For example, if you're

right handed, your left foot might be bigger. Always fit the pair of shoes to this

foot.

The first step

Stand up with your shoes on. Walk around. You should be able to wiggle your

toes in the front of the shoe. For most footwear, your toes will be able to touch

the top of the shoe, but there should be 3/8" to 1/2" of space between your

longest toe and the end of the shoe. Different styles can sometimes dictate a

different amount of space at the end of the shoe for example " pointed toe" style.

22

The right shoe

Don't buy shoes that are too tight. If you're at the point where you're hoping they

will stretch to be comfortable, they probably won't. It's true that soft leather and

suede give slightly, 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 

A wide range of materials and combinations are used to produce footwear

nowadays. Leather, rubber, synthetic materials and fabrics are all mainly used for

the uppers.

Each material has its own specific features, not only in appearance but also in

properties, performance and treatment. The type of material used has an

important influence on how long the item lasts and, often, dictates the

recommended use.

However, the natural material that is most widely used for footwear is LEATHER.

Leather breathes, it is soft, it has good impact resistance, it adapts perfectly to

your feet. There are various main types:

Smooth leather – has a soft surface with tiny pores, it can be shiny or

matt.

Drummed leather – has a very soft and lined surface.

Patent leather – has a very smooth and shiny surface; it is easily

damaged, due to chemical substances, to frost.

Nubuck – is similar to suede and is easily marked even if you touch it

lightly with your fingers, but they brush off easily.

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

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

23

In India, synthetic materials and fabrics are used for the uppers and insole or

lining of a shoe.

2 most frequent used synthetic material used besides textile:

PVC

Polyvinyl chloride is flexible material that is chemically non-reactive. PVC accepts

paints and performs well under most silk-screening processes have high

strength. It's weather resistance, and odorless.

PU

Polyurethane is a flexible and soft material that sometimes looks like leather.

Very light but does not have a long lasting shelve life. Will tends to bio-degrade

itself after 2-3 years into small molecular powder.

Symbols on shoes 

A wide range of materials and combinations are used to produce footwear

nowadays. Leather, rubber, synthetic materials and fabrics are all mainly used for

the uppers. Each material has its own specific features, not only in appearance

but also in properties, performance and treatment. The type of material used has

an important influence on how long the item lasts and, often, dictates the

recommended use. However, the natural material that is most widely used for

footwear is LEATHER. Leather breathes, it is soft, it has good impact resistance,

it adapts perfectly to your feet. There are various main types:

•Smooth leather – has a soft surface with tiny pores, it can be shiny or matt.

•Drummed leather – has a very soft and lined surface.

•Patent leather – has a very smooth and shiny surface; it is easily damaged, due

to chemical substances, to frost.

•Nubuck – is similar to suede and is easily marked even if you touch it lightly

with your fingers, but they brush off easily.

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

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

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Structures

Upper Sole Lining

Materials

Leather Smooth leather Textile Other materials

Customer promise .

A very personal service

Our professional specialised staff is there to help you make the best choice.

Don't hesitate to ask them for help or advice.

Product presentation

All the items are clearly marked with the price, size and description of the

materials used to make the product, thus saving you time and making your

choice easier.

Your purchase is guaranteed

You have the guarantee to replace the purchased item if it is still intact and

accompanied by the till receipt.

25

SPECIAL ATTRACTIONS

Alternative and Complementary Remedies for Hypertension

Acupressure for Hypertension

Acupressure is useful as a Complementary therapy in managing hypertension.

In traditional Oriental medicine, hypertension is said to be intimately connected

with blockages in the Liver meridian. The following points are useful for

managing acupressure:

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

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

(St 36, Three Mile Foot) 

St 36 is the most effective point to rejuvenate the body and blood. The

combination of Li 11 and St 36 is used extensively to treat hypertension.

How To Locate St 36: This point is located four finger widths below the lower

border of the kneecap and one finger width off the shin bone to the outside. Flex

your foot up and down; you will feel the muscle move under your fingers if you

are on St 36.

Applying Pressure: Apply moderate to firm pressure on St 36. Hold the pressure

for one minute. This point can also be stimulated either with the heel of your

opposite foot, or with your fingers.

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4. (Lv 3, Bigger Rushing) 

Traditional Oriental medicine practitioners believe that hypertension is intimately

connected with blockages in the liver meridian. Lv 3 exerts a powerful, beneficial

influence on all aspects of the body associated with the liver meridian.

How To Locate Lv 3: This point is located on the top of your foot, between the big

toe and second toe.

Start at the web margin of skin between the two toes. Now slide your index finger

up between the bones until you feel a depression about 1/2 inch up.

Applying Pressure: Using your index finger, press between the bones. Start with

light pressure. Increase the pressure gradually as much as you can tolerate or

until you are using moderate to firm pressure. Press for about 1 minute.

5. (Kd 1, Bubbling Spring)

How to Locate Point: Kd 1 is on the sole of the foot between the second and third

toe bone, two thirds of the distance from the heel to the base of the second toe.

It's just below the ball of the foot.

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

SEGMENTATION PROCEDURE

27

“SEGMENT” – A market segment consists of a group of customers who share a

similar set wants.

The marketer does not create the segments; the marketer’s task is to identify the

segments and decide which one(s) to target. Segment marketing offers several

benefits over mass marketing. We at Woodland shoes believe that we can create

a more fine-tuned product or service offering and price it appropriately for the

target segment.

BASIS OF SEGMENTATION

SEGMENTATION FOR WOODLAND

1) GEOGRAPHIC SEGMENTATION: Calls for dividing the market into

different geographical units, such as, nations, states, regions, cities or

neighborhoods. We will be operating basically in the Urban and Suburban

areas and tend to slowly and steadily expand business.

2) DEMOGRAPHIC SEGMENTATION: In this the market is divided into

groups on the basis of variables such as age, family size, family life cycle,

gender, income , occupation, religion, generation, nationality and social

class. We are basically catering to children above 15years of age and

adults.

3) PSYCHOGRAPHIC SEGMENTATION: In psychographic segmentation,

buyers are divided on the basis of lifestyle or personality or values. People

within the same demographic group can exhibit very different

psychographic profiles. Keeping the aforesaid in view we have laid special

emphasis on the attitudes, interests and activities. Moreover we have tried

to analyze the different personality traits of the individuals surveyed. For

28

instance youngsters wish to go in for more abstract designs and peculiar

fragrances. They believe in the notion to be “DIFFERENT”!!!! Office going

ladies want something smart and comfortable because they have to do all

the chores (of the house as well as of the office ). Office going males want

something very comfortable and a very strong fragrance because they

have to wear the same footwear all day long.

4) BEHAVIORAL SEGMENTATION: Here the buyers are divided into groups

on the basis of their knowledge of, attitude toward, use of, or response to

a product. Like many marketers we also believe that behavioral variables

–occasions, benefits, user status, usage rate, loyalty, buyer- readiness

stage, and attitude are the best starting points for constructing market

segments. We have designed our questionnaire keeping in mind the

above parameters.

29

PRICING STRATEGY

PRICING OF WOODLAND SHOES

Out pricing polices will be based on value based pricing and competitive

based pricing,

We wont be using price skimming technique as it is only for the technical

products.

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

provided

FORMAL SHOES INFORMAL

SHOES

Men from Rs. 999 from Rs. 1599

Women from Rs. 799 from Rs. 1399

Kids from Rs. 599 from Rs. 1199

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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:

Work Activity Based

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.

For example: A work activity based process design on a purchasing workflow

would include the creation of a purchase order. This approach is useful in

determining the efficiency or effectiveness of a workflow process, but is not

always useful in determining whether the activity should have been performed in

the first place.

32

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.

33

Michael Porter’s Value chain

Porter distinguishes between primary activities and support activities. Primary

activities are directly concerned with the creation or delivery of a product or

service. They can be grouped into five main areas: inbound logistics, operations,

outbound logistics, marketing and sales, and service. Each of these primary

activities is linked to support activities which help to improve their effectiveness

or efficiency.

There are four main areas of support activities: procurement, technology

development (including R&D), human resource management, and infrastructure

(systems for planning, finance, quality, information management etc.).

The basic model of Porters Value Chain is as follows:

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

34

Suppliers/Vendors

Provide Quotes

Process Orders Manage Funding &Contracting

Procure Products orServices

Manage Vendors &Provide Sourcing

Provide AggregatePricing

Provide Oper. &Maint. Services

Manage Projects

Provide Logistics

Process Payments

Channels Sales

Force Call

Center G2G

ExchangeCustomer

B2GExchange

Acct Reps Support

Staff

Track/Adjust Orders

Phase 1 Value Chain Analysis Focus

Phase 1 Value Chain Alignment Areas

Out of scope in Phase 1Key:

Dispose of Gov.Assets

Purchasers

Provide Planning &Req. Definition

Support

Develop SourcingStrategies

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:

35

©

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.

36

Marketing Production

R&D CUSTOMERS

Performance management measures are ordained by the organization’s strategic

direction and the tactics required to achieve the strategy.

The figure below illustrates that effective performance grows in complexity as it

moves from the individual to the team, and to the values chain and coalition level.

This is because the number of different people, specialties, and types of

information tends to increase at higher levels of the hierarchy.

37

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:

1.Cultural factors : - Culture: It is the fundamental determinant of a person’s

want & behavior. Ex. - American child > Material comfort, achieve & success,

freedom, activity, external comfort, individualism, youthfulness AND Indian

middle class child > Respect & care the elders, Honesty, integrity, hard work,

achievements & success, sacrifice etc.

Sub-culture: Each culture consists of smaller sub-culture that provides

more specific identification & socialization for their members. Subcultures include

nationalities, religious, racial group and demographic region. Multicultural

marketing came from this concept.

38

1. Cultural factor- Culture- Sub culture- Social life

2. Social factors-Reference group-Family-Roles & Statuses

3. Personal factors-Age & stage in the life cycle-Occupation & Economic circumstances-Personality & self concept-Lifestyle & values

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.}

GE FINANCIAL : Hispanic community (from Spain) : 2 years research, Spanish

language call centre, launch web-site, tapped bilingual agents in key cities to sell

GE product.

2.Social factors : - Reference group: A person’s reference consists of all the

group that have a direct (face to face) or indirect influence on his/her attitude

and behavior. There are 3 type of Reference group (a.) Membership group:

Groups having a direct influence on person. Some membership groups are

primary group such as family, friend, neighbors, colleagues, etc. People also

belongs to secondary group like religious, professional and trade unions etc.

(b.) Aspirational groups: People are also influence by groups they do not

belong & hopes to belong. (c.) Dissociative group: These are those whose

values or behavior an individual rejects.

Family: The family is the imp. consumer buying orgn. in society and family

members constitute the most influential primary reference group. Family

members influence buying decisions. In the traditional joint family grand

parents. Nuclear family husband & wife both. Children & teenagers are

targeted by internet.

39

The Porvogue Website is targeted at the youth market.

A person participates in many groups – Family, clubs, orgn. etc. The

persons’ position in each group can be defined in terms pf roles & status.

ROLES: A role consists of the activities a person is expected to perform.

STATUS: Each role carries a status.

People choose product that reflect & communicate their roles & actual status in

the society. For ex.-

Mercedes, BMW etc.

3.Personal factors : - A buyer’s decision also influence by personal

characteristics, following:

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.

Personality & self-concept: Each person has personality characteristics that

influence his or her buying behavior. Personality : Self confidence, dominance,

sociability, autonomy, adaptability etc. Personality is a useful variable to analyzing

customer brand & choice. Self-concept: 1. Actual self-concept: - How one views

oneself ? 2. Ideal self-concept: - How one would like to view oneself ? 3. Others’

self-concept: - How one thinks other see one?

40

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.

Key psychological process: -

Motivation: A motive is a need that is sufficient pressing to drive the person to act.

Three of the best known theories of human motivation: -

FREUD’S Theory : - Sigmund Freud assumed that the psychological shaping

people’s behavior is largely unconscious and that a person can’t fully

understand his or her own motivation. A technique is called ‘laddering’ can be

used to trace a person’s motivation from the stated instrumental ones to the

more terminal ones. Then the marketer can decide at what level to develop the

message & appeal.

MASLOW’S ’Theory : - Abraham Maslow sought to explain ‘why people are

driven by particular need at particular time. Why does one person spend

considerable time & energy on personal safety?’ This theory helps marketers

understand how various products fit into the plans, goals & lives of consumers.

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.-

A Computer without warranty is dissatisfier and with warranty is satisfier or

motivator.

41

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.

Perception: A motivated person is ready to act. Perception is the process by

which individual selects, organizes & interprets information inputs to create a

meaningful picture of the world. Perception not only depends on the physical

stimuli but also on the stimuli’s relation to the surrounding field and on conditions

within the individuals.

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.

42

43

Marketing stimuli -Product & services- Price -Distribution &Communicati-on

Other stimuli

-Economic-Tech.-Political- Cultural

Consumer Psychology

-Motivation-Perception-Learning-Memory

Consumer Characteristics

-Cultural-Social- Personal

Buying decision process-Problem recognition- Inf. search-Evaluation of alternatives-Purchase decision-Post purchase behavior

Purchase decision

-Product choice-Brand choice -Dealer choice-Purchase amt.-Purchase timing-Payment method

MODEL OF CONSUMER BEHAVIOR

Learning : Learning involves change in an individual behavior arising from

experience. Learning is produce through the interplay of drives, cues &

reinforcement.

A drive is a strong internal stimulus impelling action. Cues are minor stimuli

that determine when, where & how a person responds. For Ex.-

*Dell computers : computer good : printer also good (Hypothetical thinking)

Learning theory teaches marketer that they can build demand for a product

by using motivating cues & providing +ve reinforcement.

Memory : Long term memory & Short term memory.

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.

Buying decision process : It is a five stage model :

44

ProblemRecognition

Information search

Evaluation of alternatives

Purchase decision

Post purchase behavior

Five stage model of consumer buying process

Problem recognition : The buying process starts from the problem recognition.

The can be triggered by the internal or external stimuli. For ex. –

A London’s Restaurant : HOT NOW : Sign that hot food everytime.

Marketers need to identify the circumstances that trigger a particular need by

gathering inf. from a no. of consumer.

Inf. search : - We can search the inf. from various path :

Personal : Family, Friends, neighbor etc.

Commercial : Advertising, Web-sites, Salesperson, Dealers, Display.

Public : Mass media, Consumer rating orgn.

Experimental : Handling, examining, using the product.

Evaluation of alternatives : No single process is used by all consumers or by

one consumer in all buying situation.

Some basic concepts will help us understand consumer evaluation process :

First, the consumer is trying to satisfy need. Second, the consumer is looking for

certain benefits from the product solution & third one consumer sees each

product like a need satisfier.

Now the question is that what things reflect evaluation.

Beliefs & attitudes : Through experience & learning, people acquire beliefs

& attitudes. These influence buying behavior. A belief is a thought that a

45

person hold about something. And an attitude is person’s enduring favorable

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. –

SONY Computer (like) : Purchase : Satisfy : again buy SONY product.

Purchase decision : In the decision making to purchase a product from market

the consumer has five sub-decision : Brand. Dealer, Quantity, Timing & payment

method.

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Evaluation of alternatives

Purchase intention

Attitudes of others

Unanticipated situational factor

Purchase decision

Steps between evaluation of alternatives and a purchase decision

A consumer’s decision to modify, postpone, or avoid a purchase decision is

heavily influenced by risks, they are following :

Functional risk : The product does not perform up to expectation.

Physical Risk : The product’s negative affect on the consumer’s or other’s

health.

Financial risk : The product is not worth the price which paid.

Social risk : The product results in embarrassment from others.

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 behavior : After the purchase the consumer might experience

about the marketing strategies. Marketing communication should supply beliefs

& evaluations that support the consumer’s choice & help him or her feel good

about the brand.

Postpurchase satisfaction : Satisfaction is a function of the closeness

between expectation & the product performance.

Postpurchase action : It depends on the consumer’s satisfaction. If he/she

Postpurchase use & disposal : marketers should also monitor how buyers

use & dispose of the product.

47

Hypothetical dole mental map

48

Colou-rful

Singles

Nutriti-on

Healthy

Fresh-ness

Pinea-pple

EscapeRefres-hing

Useful

Innov-ative

Contem-porary

Female

Fruits

Fun

Sunshi-ne

Upbeat

DOLE

COMPANY PROFILE

49

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.

Walter, Dawn and Julianna. Husband Jim likes to be

behind instead of in front of the camera!

In 2002, we purchased an existing downtown business called Northwest

Showcase and moved it from its former location to our storefront. Northwest

Showcase features the work of about 70 of the finest local and regional artists

who are carefully selected based on the quality of their work and their

dependability as a supplier. We also carry some pertinent books and an

assortment of Moscow and idaho memorabilia.

Our customers appreciate the opportunity to buy high quality artist's products

year-round and many vacationers go out of their way to visit the home of the

world's largest assemblage of Smokey Bear items. We're open six days a week

and our friendly staff will be happy to see you! We even maintain a large supply

of local tourism information and Jim is our resident expert on Lewis and Clark

who passed this way in 1805 and 1806. Check out his book, Across the Snowy

Ranges - The Lewis & Clark Expedition in Idaho and Western Montana in our

shopping pages. And by all means, plan to stop in when in the Moscow area.

51

Woodland Enterprises

310 N Main St.

Moscow, ID 83843

Contact: Dawna Fazio, Manager – smokey@smokeybeargifts.com

Telephone: 208/882-4767

Facsimile: 208/882-0373

HISTORY OF THE COMPANY

1960: Aero club started as a small manufacturing unit in Delhi. They were

among the first to export shoes to the U.S.S.R

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

Delhi.

1972: They set up the first fully mechanized modern shoe factory in India

(with German Machinery) to augment existing capacities, in view of the

growing export demand.

1992: The Company launched Woodland brand and acquired winter boot

factory in Quebec, Canada to cater to the Canadian and U.S. Markets.

1994: Commissioned manufacturing plant for Reebok for export to U.S.A.

1997: Commissioned manufacturing unit for apparels, adding to the range

of Woodland products.

2002: Woodland becomes a national leader in premium category shoes,

apparels and accessories. Started sourcing operations from South East

Asian Countries. Opened offices in China and Hong Kong, facilitating the

heavy domestic demand for new products and development.

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2007: Total No. of exclusive showrooms targeted to touch the two

hundred mark.

Indian shoe market is one of the most dynamic markets in the world. Although

there are different valuations about the Indian Shoe Market. It is estimated to be

worth around Rs 11000 crores. The market is traditionally price driven and

dominated by the unorganized sector.

What does woodland stands for?

The answer is simple the spirit of adventure, of course. The advertising has been

created specifically to communicate this spirit to everyone. And to encourage

them to keep exploring and keep discovering. Woodland not only believes in

making the best quality products but also creating outstanding communication

ideas. It’s no wonder then that Woodland advertisement have been widely

recognized in India and abroad. Woodland is an Indian Brand and they have

done it with Indian Footwear. In a market dominated by sports and leather shoes

Woodland created a category for itself. Woodland never wanted to be an ordinary

shoe so till now this brand is concentrating on the premium end (above Rs 1500

shoes) of 2000 crore casual shoe segment. Woodland targets the up market

segment and is positioning itself as a rugged high quality premium casual shoe. It

can be called as SUV of Indian shoes. The ads are catchy and tempting.

The logo of Woodland was a status symbol during the nineties. The brand is

excellent in quality and styling. The brand carefully presented itself as an outdoor

trekking kind of shoe which captured the imagination of Indian youth True to its

price, the brand delivered its promise on quality which ensured that the brand is

perceived as a value for money brand. Woodland has extended itself to

accessories and apparels. Earlier Woodland tried its hand in the formal shoe

category with the brand Woods but it did not make much impact in that market.

The careful branding has helped the brand to garner about 40% of the premium

casual shoe market. But this market is witnessing lots of competition with global

brands flexing its muscle in India. Woodland is a household brand with over 200

53

exclusive stores across the Indian Sub-continent in addition to a distribution

network covering over a thousand stores across the country.

FEATURES OF THE PRODUCT

Quality worth the money spent on :

Price of woodland shoes starts from Rs 1000 onwards. These shoes are very

beautifully designed and fashionable. These shoes are available for around Rs

1450 and the purchase is worth of quality.

Very trendy and fashionable:

If you are ready to spend around Rs 2,000/- or above Woodland offers

you a wide variety of trendy and fashionable shoes. You could be sure to acquire

stone & pearl worked sandals best suited to your occasion and kid’s shoes are

also available in different colures like red, velvety-brown, white, blue etc. but they

are priced high.

Long and durable:

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Woodland shoes are really meant for longevity. They are classically

manufactured for the toughest meanders. Due to its longevity and durability

woodland shoes are preferred by those who don’t believe in frequent changing of

shoes.

Padded Layers to provide comfort:

Woodland shoes also provide the customers with padded layers in the shoes in

order to provide much more comfort than other shoes.

Fabric lined for soothing experience:

In some of 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.

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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

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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

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Trekking shoes:-

Trekking shoes are the most known shoes in the market. These shoes have

excellent foot grip. They also provide good cushioning and deep treaded sole for

all terrains, dust, mud, ice, water. These shoes are available for Rs 1595

onwards

ShopID :3647

Rs.2695

Narrow edge shoes:-

Narrow edge shoes are very in now days. These are easy pointy shoes made out

of swed leather, which looks accurate at normal distance. They are not as difficult

to walk in as it looks. These shoes are available for Rs. 1945 onwards.

ShopID :7736 Rs.2795

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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:-

Woodland also has a good variety of baby shoes. They provide

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

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FUTURE PLAN OF THE COMPANY

WOODLAND SPENDING BIG TO EXPAND IN INDIA

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.

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The company is also considering strategic tie-ups and outsourcing work to

some partners in the southern states.

SERVICES PROVIDED TO THE CUSTOMERS

Warranty period:-

The Showrooms also offer warranty for the footwear ranging from 6

months to almost 1 ½ years depending upon the shoes price.

After sales services:-

Woodland showroom also provides their customers with a satisfactory

after sales services. They give complementary gifts to the customers on a

specified purchase made by them. It includes shoe polish, shoe shiner,

belts and other accessories too.

Special discount offer:-

Woodland generally provides special discount offers to the customers

which mostly includes 12% discount on the purchase made. They also

give discounts on special occasions such as ganpati, diwali, dusshera.

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:-

Woodland also provides a very convenient facility of online purchasing to

their customers. Under this facility customers can purchase and pay online

through internet.

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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

Large winter boots factory in Quebec

Lasting / finishing in Quebec uses American lasts/ sole/ fitting –marketing

in Canada.

62

Specialty in winter boots and Woodland type casual shoes.

China & Hong Kong 

Sourcing operations from South East Asia

Europe

Servicing the German, French, Italian markets and prominent brands and

wholesalers by the export wing of the group.

63

AdidasIntroduction

Adidas is a German sports apparel manufacturer, part of the Adidas-Salomon

Corporation. Adidas was named after its founder, Adolph ( Adi ) Das sler , who

started producing shoes in the 1920s in Herzogenaurach near Nuremberg with

the help of his fellow friend Cody. It registered as Adidas AG on 18 August 1949.

The company's clothing and shoe designs typically include three parallel stripes

of the same color, and the same motive is incorporated into Adidas' official logos.

Competitors

Rudolf Dassler, Adie’s brother, founded a rival company, PUMA the chief

competitors of Adidas are Puma and Nike. In August 2005, the company

announced that it had made a deal to acquire rival Reebok for $3.8 billion. The

acquisition would increase its market share in North America and allow it to

further compete with Nike. This will propel Adidas to the number two spot in the

foot apparel market behind Nike. Adidas' trademark saying is 'impossible is

nothing'.

Enhancement

In the 1980s, Adidas sneakers became popular amongst teenagers and young

men. The Adidas sneaker was popularized by the Run DMC song "My Adidas"

and became a huge fashion trend.

The Tapie affair the history of the company as presented by its official web site is

incomplete, perhaps because it is indirectly linked to financial scandals. After a

period of serious trouble following the death of Adolf Dassler's son Horst Dassler

in 1987, the company was bought in 1990 by Bernard Tapie, for 1.6 billion

French francs ($320 million), which Tapie borrowed. Tapie was at the time a

famous specialist of rescuing bankrupt companies, a business on which he built

his fortune.

Tapie decided to move production offshore to Asia. He also hired Madonna for

promotion.

64

In 1992, Tapie was unable to pay the interest from his loan. He mandated the

Credit Lyonnais bank to sell Adidas, and the bank subsequently converted the

outstanding debt owed into equity of the enterprise, which was unusual for then-

current French banking practice. Apparently, the state-owned bank had tried to

get Tapie out of dire financial straits as a personal favor to Tapie, reportedly

because Tapie was a minister of Urban Affairs (ministre de la Ville) in the French

government at the time.

In February 1993, Credit Lyonnais sold Adidas to Robert Louis-Dreyfus, a friend

of Bernard Tapie (and cousin of Julia Louis-Dreyfus from the Seinfeld TV series),

for a much higher amount of money than what Tapie owed, 4.485 billion francs

rather than 2.85 billion. Forgetting why the bank actually bought Adidas, Tapie

later sued the bank, because he felt spoiled by the indirect sale.

Robert Louis-Dreyfus became the new CEO of the company. He is also the

president of the Olympique de Marseille football team, to which Tapie is closely

linked.

Tapie went bankrupt himself in 1994. He was the object of several lawsuits,

notably related to match fixing at the football club. He spent 6 months in La Santé

prison in Paris in 1997 after being sentenced to 18.

In 2005, French courts awarded Tapie 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.

65

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

Location Herzogenaurach, Germany

Key people Adolph Dassler, founder

Herbert Hainer, CEO

Robin Stalker, CFO

Andreas Gellner, Managing

Director, India

Industry Textile

Products Footwear

Accessories

Revenue $7.866 billion USD (2003)

Website www.adidas-group.com

66

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

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

despite the simplicity of the mark, Fitness World's use was infringing because the

public could establish a link between that use and Adidas's mark.

In 2005, Adidas introduced the Adidas 1, the first ever production shoe to utilize a

microprocessor. Dubbed by the company "The World's First Intelligent Shoe" it

features a microprocessor capable of performing 5 million calculations per

second that automatically adjusts the shoe's level of cushioning to suit its

environment. The shoe requires a small, user replaceable battery that lasts for

approximately 100 hours of running. It currently retails for $250 (USD). The latest

edition adidas 1.1 has been selling since Nov 2005. This is considered an

upgrade of the version 1, claiming to be better, faster and stronger.

Also in 2005, on May 2, Adidas told the public that they sold their partner

company Salomon Group for 485 mn Euros to Amer Sports of Finland.

In August 2005, Adidas declared its intention to buy Anglo-American rival

Reebok for US$ 3.8 billion. This takeover was completed in August 2005 and

meant that the company will now have closer business sales as those of Nike in

Northern America. The acquisition of Reebok will also allow Adidas to compete

with Nike worldwide. World Cup 1954When West Germany miraculously won the

soccer 1954 World Cup, their footwear was supplied by Adidas. These shoes

introduced a technological breakthrough: studs with screws. When the weather

was good and the pitch was hard, the shoes were equipped with short studs;

when it rained; longer studs were screwed on the bottom of the shoes. As the

final game against the highly-favored team from Hungary was played in heavy

rain, this gave the German players a firmer hold on the slippery pitch.

This anecdote was a plot device used in the successful German film, Das

Wunder von Bern, which was a movie version of the 1954 World Cup.

67

Official World Cup supplier Since the 1970 FIFA World Cup with the football

Telstar, Adidas has been the FIFA official match ball supplier for every FIFA

World Cup and designs the official match ball for every edition of the event.

Adidas factory outlet in Herzogenaurach , Germany Teams sponsored by

adidas

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

and tennis. American college sports teams are also sponsored. (1993-2001):

Robert Louis-Dreyfus. He has been highly successful with managing the

company until 2001. His self-admitted secret was simply copying what Nike and

Reebok did.

"Adidas" is simply a combination of the founder's nickname (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."

68

REEBOKIntroduction:

Reebok is the world's third-largest maker of sneakers, athletic shoes and sports

apparel. Goods are sold under the brands Reebok, Rockport and Greg Norman

Collection. Reebok is also the official outfitter of the NFL and has an exclusive

deal to supply NBA jerseys beginning this season.

Reebok announced in July it will merge with German sporting apparel company

adidas-Salomon in a deal valued at $3.8 billion. The merger is expected to be

completed by the first half of 2006 and will create the second-largest sporting

goods company behind Nike with $11 billion in revenues.

Adidas will maintain its corporate headquarters in Germany and its North

American headquarters in Portland, OR. Paul Fireman will remain as Chief

Executive Officer of Reebok International Ltd. and will continue to lead the

Reebok team. Reebok will continue to operate under its name and will retain its

headquarters in Canton, MA.

In fiscal 2004, Reebok had net income of $192.4 million and sales of $3.7 billion

Brief history:

Reebok's origins go back to 1895 when Joseph William Foster made running

shoes with spikes in them. He formed a company called J.W. Foster and Sons

which made shoes for top runners. The family-owned business made the shoes

for athletes in the 1924 Summer Olympics.

In 1958, two of the founder's grandsons started a companion company that came

to be known as Reebok, named for an African gazelle.

In 1979, Paul Fireman, a partner in an outdoor sporting goods distributorship,

spotted Reebok shoes at an international trade show.  He negotiated for the

North American distribution license and introduced three running shoes in the

U.S. that year.  At $60, they were the most expensive running shoes on the

market.

69

By 1981, Reebok's sales exceeded $1.5 million, but a dramatic move was

planned for the next year.  In 1982, Reebok introduced the first athletic shoe

designed especially for women; a shoe for a hot new fitness exercise called

aerobic dance. The shoe was called the Freestyle, and with it Reebok anticipated

and encouraged three major trends that transformed the athletic footwear

industry: the aerobic exercise movement, the influx of women into sports and

exercise and the acceptance of well-designed athletic footwear by adults for

street and casual wear

Reebok went public in 1985.

Benefits:

MEDICAL INSURANCE Employees who work at least 20 hours per week are

eligible to join our group medical plans after one month of employment. We

currently offer three health plans (depending on your geographical location) so

that you may choose the plan that best suits your needs. All of our plans have

prescription drug coverage.

DENTAL INSURANCE (For both New England and Non New England: Delta

Dental)

Employees who work at least 20 hours per week are eligible to join our group

dental plan after one month of employment. We currently offer two dental options

so that employees may choose the plan that best suits their needs.

GROUP LIFE INSURANCE & AD&D (Prudential)

Full-time employees. We currently offer $10,000, one times an employee's base

pay or two times an employee's base pay; supplemental life up to $300,000. The

maximum coverage for Life and AD&D are $500,000 each.

LONG-TERM DISABILITY (Prudential)

Full-time employees. Coverage begins on the 91st day of disability. We offer

three different levels of coverage - 50%, 60% and 70% of base earnings.

SHORT-TERM DISABILITY

Full-time employees. Coverage equals 100% of base earnings for up to 90 days.

70

TRAVEL ACCIDENTAL DEATH & DISMEMBERMENT (American International

Group) Five times your annual salary to a maximum of $1,000,000. Coverage is

free.

REEBOK EMPLOYEE STOCK PURCHASE PLAN

All Employees with six months of service may elect to participate in the Reebok

Stock Purchase Plan.  Employees may contribute between 2% and 10% of their

weekly earnings on an after-tax basis to buy stock at a special discount at the

end of an option period.  Option periods begin on January 1 and July 1.

REEBOK SAVINGS AND PROFIT-SHARING RETIREMENT PLAN

All employees with one year of service (and over age 21) are eligible to

participate in the 401(k) plan.  Under this plan, employees may contribute

between 1% and 80% of pre-tax earnings, choosing how their contributions are

invested.  To encourage participation, Reebok provides an employer matching

contribution of 50 cents for each $1.00 saved by the employee, up to 10%. This

matching contribution is vested over a five year period.  Unless employees call to

decline participation or change their contribution percentage, all newly hired

employees will be automatically enrolled at 2% and defaulted into the Stable

Value Fund, after completing the eligibility requirements.

The Profit Sharing component is discretionary and is also vested over a five-year

period. Employeesbe employed with RIL for one year to be eligible to receive this

discretionary contribution.

PAID VACATION

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

.833 days per month with a maximum of 10 days in a calendar year. In the

calendar year in which employees celebrate their fifth anniversary, vacation is

increased to three weeks, in the calendar year of their tenth anniversary,

vacation is increased to four weeks per year and in the calendar year in which

the employee celebrates their twentieth anniversary, vacation is increased to five

weeks per year. Part-time employees working at least 20 hours per week

accumulate vacation time on a pro-rated basis.

71

PAID SICK LEAVE

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

accumulate? Day sick time per month for the year. Part-time non-exempt

employees working at least 20 hours per week accumulate sick time on a pro-

rated basis.

PAID HOLIDAYS

Twelve holidays are observed annually by Reebok International Ltd. Holidays

typically observed by the Company include, but are not limited to: New Year's

Day, Martin Luther King Day, Memorial Day, Independence Day, Labor Day,

Thanksgiving, and Christmas Day. Floating holidays are also provided.

EDUCATIONAL ASSISTANCE:

Full-time employees are immediately eligible for educational assistance.

Undergraduate, graduate and continuing education classes must be pre-

approved and must be both job related and required to enhance job

performance. Reebok International Ltd. reimburses up to 100% of tuition costs,

providing a "C" or better is earned. The maximum reimbursement for the

calendar year is $10,000 for graduate programs and $5,250 for undergraduate

programs, which includes books and materials.

DEPENDENT CARE AND MEDICAL CARE REIMBURSEMENT ACCOUNTS

Full-time employees may elect to defer pre-tax dollars to be used to reimburse

qualified dependent care and medical care expenses.

LIFE BALANCES RESOURCES

Free to employees. A nationwide service designed to assist employees with

information and resources to balance the demands of work and personal life

including finding quality, near-site day care.

EMPLOYEE ASSISTANCE PROGRAM

Free to employees and their families. Confidential counseling on personal issues.

EMPLOYEE DISCOUNTS

Employees and their families are able to purchase quality Reebok, Greg Norman

72

Collection, Rockport, and Ralph Lauren Footwear products at discount prices

through the Employee Purchase Program. They receive a 40% discount on

apparel and footwear products purchased at the company outlet stores50%

discount at all concept stores.

FITNESS AND WELLNESS CENTERS

For a low price, employees at the Canton and Lancaster sites may access

exercise classes, wellness activities and state-of-the-art equipment in our

professional staffed fitness centers.

BUSINESS CASUAL ENVIRONMENT

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

required.

73

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

74

Goddess who inspired the most courageous and chivalrous warriors at the dawn

of civilization. (From Nike Consumer Affairs packet, 1996)

The Swoosh

The SWOOSH logo is a graphic design created by Caroline Davidson in 1971. It

represents the wing of the Greek Goddess NIKE. Caroline Davidson was a

student at Portland State University in advertising. She met Phil Knight while he

was teaching accounting classes and she started doing some freelance work for

his company. Phil Knight asked Caroline to design a logo that could be placed on

the side of a shoe. She handed him the SWOOSH, he handed her $35.00. In

spring of 1972, the first shoe with the NIKE SWOOSH was introduced.....the rest

is history! (From Nike Consumer Affairs packet, 1996)

The Nike athletic machine began as a small distributing outfit located in the trunk

of Phil Knight's car. From these rather inauspicious beginnings, Knight's

brainchild grew to become the shoe and athletic company that would come to

define many aspects of popular culture and myriad varieties of 'cool.'

Nike emanated from two sources: Bill Bower man’s quest for lighter, more

durable racing shoes for his Oregon runners, and Knight's search for a way to

make a living without having to give up his love of athletics. Bower man coached

track at the University of Oregon where Phil Knight ran in 1959. Bower man’s

desire for better quality running shoes clearly influenced Knight in his search for

a marketing strategy. Between them, the seed of the most influential sporting

company grew.

The story goes like this: while getting his MBA at Stanford in the early '60s,

Knight took a class with Frank Shallenberger. The semester-long project was to

devise a small business, including a marketing plan. Synthesizing Bower man’s

attention to quality running shoes and the burgeoning opinion that

high-quality/low cost products could be produced in Japan and shipped to the

U.S. for distribution, Knight found his market niche. Shallenberger thought the

idea interesting, but certainly no business jackpot. Nothing more became of

Knight's project.

75

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

76

$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.

77

COMPETITION ANALYSIS

Comparison with competitors

BATA

: High quality, comfortable and stylish shoes.

: Available in Europe and leading stores of asia & the middle east.

: Range for men, women and kids.

: Using modern technology.

: Diversity with ranges in running, training, court, basketball, football and

Outdoor

ACTION

:  experience in footwear industry

: It is synonymous with quality shoes

: Range for whole family i.e men, women and kids.

: Diversity with ranges from casuals to formals; from daily wear to sports wear

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

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

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

: Action group endorses the principles of social responsibility

LAKHANI

: The Lakhani Group – one of the largest footwear manufacturers in India.

: Lakhani Vardaan is a market leader today, in beach & casual/sports footwear in

78

India.

:Uses latest technology.

: Available for men, women and kids.

: Known for good quality.

LIBERTY

: Their main foray is in men’s shoes and children’s school shoe.

: The company has created a range of 10 brands to exclusively cater to specific

target groups.

: 3 exclusive men brands, 2 exclusive women brands, 1 exclusive brand for

children, 3 unisex brands of which 2 are sports shoes brands and one is a

safety shoe brand for industrial workers.

: The company has also expanded their product range to cater to the entire

family (men, women and kids).

: Company is known for its quality and soothe.

REEBOK

: Reebok is known as one of the leading innovators of athletic shoe.

: Known for its design and superior technology.

: Popular for aerobic, fitness and tennis styles.

: Mostly 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.

79

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.

80

RESEARCH METHOLOGY

Research problems : “A Study On Consumer Preference For

Branded Shoes”

Research methodology : Exploratory method

Sampling Methods - Random Simple Sampling

Sample size - 40

Primary data - Interview through Questionnaire

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.

81

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

Actually data is of two kinds which are following-

a) Primary Data: Primary data are those, which are collected afresh and for the

first time and this happen to be original in character.

b) Secondary Data: Secondary data are those data which have already been

collected by someone else and which have already been used as per

required.

There are basically two sources to collect secondary data

a) Internally: Provided by the company/organization

b) Externally: Various publication of central, state and local Government.

Books, magazines, newspapers

Internet

After only keeping in mind one can think about what type of data has to be

collected during research as our research is concerned I have to gather primary

data for Customer preference.

82

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.

83

PROJECT OBJECTIVE

The research study tends to follow and achieve specific objectives.

The objectives of this particular study are:-

To know the personal views of “jodhpur” people regarding choices among various branded sport shoes.

To study which branded sport shoes is mostly preferred by people as per their choices.

Comparison between various branded sport shoes.

Find out factor influencing the people at the time of purchasing sport shoes QUALITY, DURABILITY, VARIETY, PRICE, And USE.

84

LIMITATIONS OF THE STUDY

While surveying I encounter with some problems like-

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

survey 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.

85

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 survey was conducted in a woodland outlets, small retailers, addidas

outlet, rebook, Wholeseler,3students, relatives & amongst peer group.

To conduct a survey two questionnaires prepared by group one for

retailers & one for customers.

The retailer’s questions are based on availability, durability, production,

demand, supply, profits margin &their suggestions regarding product.

The customer’s questions are based on availability, preferences, prices, variety, durability

& their suggestions regarding product.

86

Data analysis and interpretation

87

0

200

400

600

800

1000

1200

1 2 3 4

Jan to March

Oct to Dec

July to Sept

April to June

Demand

Supply

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 of 2008-09

April to june July to sept Oct to Dec Jan to March

Demand 600 500 1100 800

supply 850 700 1150 950

88

SALES GROWTH OF WOODLAND SHOES

Woodland is an Indian company and is taking great efforts for their

sales by adopting technologies from various countries like Japan, Europe,

Germany.

Following are the sales of woodland shoes from last five years which

shows the same.

2003-04 2004-05 2005-06 2006-07 2008-09

Sales(in crore)

100 150 175 275 475

89

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 .

As woodland is taking great efforts to enhance their shares in

market they have also entered into the ladies & kids footwear recently.

This can be seen with the following diagrams:

Retailers survey result of Jodhpur

90

Men’s Kid’s Women’s

market 66 13 21

91

Customer satisfaction as per survey results

The customer’s survey was conducted in JIETSOM institute, relatives, &

peer group. The sample size of the survey was 40 peoples.

According to customers woodland shoes are easily available in the

market and they are satisfied with the quality & durability of the shoes. Although

the customers are unhappy with the higher prices of woodland shoes. It is also

found that the advertising done by woodland shoes is not sufficient according to

the customers. This can be seen with the following diagram.

Customer satisfaction survey chart

Availability Durability price Advertising varietySatisfied 14 28 16 11 27Unsatisfied 26 12 24 11 27

92

No. OfPeople

93

Customer preferences as per survey result

the results found in a survey regarding customers choice of brands

are among 40 peoples 14 customers are with woodland, 9 with metro, 5with

Bata, 4 with lee cooper, & 8 with other brands. These are the brands with high

prices who considered as major competitors in organized sector. This can be

seen with the following diagram.

woodland Reebok Bata Addidas OthersPeople in 40

14 9 5 4 8

94

“WHICH BRAND DO YOU PREFER”

BRAND PERCECENTAGE (%) FREQUENCY

Reebok 34 34Adidas 28 28Action 9 9Nike 26 26

Others 3 3

34

28

9

26

3

0

5

10

15

20

25

30

35

40

Reebok Adidas Action Nike Others

Reebok Adidas Action Nike Others

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

95

“ARE YOU SATISFIED WITH THE QUALITY OF PREFERD BRAND”

98.6, 99%

1.4, 1%

Yes

No

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

“ARE YOU SATISFIED WITH THE PRICE RANGE”

OPTION PERCENTAGE (%) FREQUENCYYes 98.6 148No 1.4 2

96

OPTION PERCENTAGE (%) FREQUENCY

Yes 64 96No 19 29

No comment 17 25

PERCENTAGE(%)

64%19%

17%

Yes

No

NO COMMENT

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

“ IF PRICES OF YOUR PREFERED BRAND INCREASES WILL YOU PURCHASE AGAIN”

97

BRAND PERCENTAGE (%) FREQUENCY

Same brand 58 87Cheaper brand 16 23

Any other brand 26 40

Same brandCheaper

brand Any otherbrand

FREQUENCY

PERCENTAGE(%)

58

1626

87

23

40

010203040

5060

70

80

90

FREQUENCY

PERCENTAGE(%)

COMMENT: Increment in price affects the trend and market of the “branded sports shoe”.

“HOW DO YOU CONSIDER THE IMPORTANCE OF SPORTS SHOES”

98

68

4

1610

20

10

20

30

40

50

60

70

80

Comfort Price Durablity Use in sports Any other

Comfort Price Durablity Use in sports Any other

COMMENT: The main ground on which shoe being purchased is the quality of the shoe. This indicates the quality preference among consumers, rather than price, durability etc.

“WHAT FACTORS INFLUENCE YOU TO GO FOR A PARTICULAR BRAND”

IMPORTANCE PERCENTAGE (%) FREQUENCY

Comfort 68 102Price 4 6

Durability 16 25Use in sports 10 15

Any other 2 2

99

INFLUENCE PERCENTAGE (%) FREQUENCYQuality 74 111Price 5 8

Durability 13 20Variety 8 11

Any other 0 0

74

513

80

0

10

20

30

40

50

60

70

80

Quality Price Durablity Variety Any other

Quality Price Durablity Variety Any other

COMMENT: people in the surveyed area mostly preferred the quality of the brand instead of price and durability.

“DO YOU NORMALLY SWITCH OVER THE BRAND”

100

OPTION PERCENTAGE (%) FREQUENCY

Yes 44 66No 56 84

44%

56%

Yes

No

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

“IS THERE ANY EFFECT OF ADVERTISEMENT ON SELECTION OF BRANDS”

101

PERCENTAGE(%)

69%

31%

Yes

No

COMMENT: Advertisement plays a crucial role in the brand selection

OPTION PERCENTAGE (%) FREQUENCYYes 69 104No 31 46

102

“WHAT KIND OF PROMOTIONAL TOOL YOU PREFER”

11 14 1422

60

91

1523

01020

304050607080

90100

Lucky coopen Free Gift Discount Buy one getone free

PERCENTAGE (%) FREQUENCY

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

“WILL YOU BUY PREFERED BRAND AT LOW COST OF NEGLIGIBLE QUALITY”

OPTION PERCENTAGE (%) FREQUENCYLucky coopen 11 14

Free gift 14 22Discount 60 91

Buy one get one free 15 23

103

23%

77%

Yes No

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

OPTION PERCENTAGE (%) FREQUENCY

Yes 23 34

No 77 116

104

“IS

THERE ANY IMPACT OF CELEBRITIES ON YOUR PURCHASING”

58%

42%

Yes No

OPTION PERCENTAGE (%) FREQUENCYYes 52 79

No 48 71

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COMMENT: Celebrities have a special impact on the mind of the consumers that affects the purchasing sense of consumers.

“WILL YOU PURCHASE ANOTHER BRAND OF SAME QALITY WITH LESS PRICE”

OPTION PERCENTAGE (%) FREQUENCY

Yes 70 106

No 30 44

70%

30%

Yes No

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COMMENT: Consumers look more brand loyal as they are not ready to leave their brand for other brand of same weight age.

“DO YOU THINK WEIGHT IS A FACTOR FOR CHOOSING A BRAND”

83%

17%

Yes No

OPTION PERCENTAGE (%) FREQUENCY

Yes 83 125

No 17 25

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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

0

5

10

15

20

Once a weak

Once a month

More than a month

Once a weak 18 16

Once a month 2 6

More than a month 5 5

male female

For what purpose you use your sport shoes? Heavy exercises Jogging / light exercise

Fashion

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0

5

10

15

20

Heavy exercises

Jogging / light exercise

Fashion

Heavy exercises 3 1

Jogging / lightexercise

15 16

Fashion 7 10

male female

What kind of inner shoe padding you would prefer? Regular Soft Acupressure

0

2

4

6

8

10

12

14

16

18

Regular

Soft

Acupressure

Regular 10 3

Soft 7 17

Acupressure 8 7

male female

In leather shoes you will prefer laces? Yes No

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0

2

4

6

8

10

12

14

16

18

Yes

No

Yes 9 14

No 16 13

male female

Size of heals preferred 1 inch more than 1 inch

0

5

10

15

20

25

1 inches

more than 1 inches

1 inches 21 16

more than 1 inches 4 11

male female

Color preference (formal shoes)male: female:

110

0

5

10

15

20

male

female

male 19 4 2

female 17 4 5 1

black brown white light pink skin colur

Color preference (sport shoes)male: female:

0

5

10

15

20

25

male

female

male 21 1 1 3

female 19 1 7

white blue grey pink black

Is woodland a good name for a sport shoes yes no

111

0

2

4

6

8

10

12

14

16

yes

no

yes 15 13

no 10 14

male female

SWOT ANALYSIS

STRENGTHS:-

The strength of the company’s production with in its captive facilities

allows Woodland to produce aesthetically designed, sturdy and durable shoes.

WEAKNESSES:-

Woodland is certainly not for people who desire to keep on changing their

footwear frequently having been fed up with the same design.

The athletic and leather shoes do start getting dented within a year.

The price offered by woodland shoes is quite expensive.

As they are more into formal shoes so youngsters are less attracted.

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Woodland has limited number of outlets.

OPPORTUNITIES:-

They can expand their market more by covering and focusing on

developing areas such as jodhpur.

They also have a great scope to expand their market in sports footwear.

They can also target higher middle class people by launching new range

of shoes between Rs. 750 to Rs. 1000.

As they mainly deal in leather shoes so, they can also enter into

manufacturing of all seasons shoes especially water proof shoes.

They should increase the number of production units to earn more profits.

THREATS:-

Woodland shoes face a big threat from organized as well as unorganized

sector.

In organized sector following are the brands:-

Metro

Bata

Red tape

Liberty

Lee cooper. In unorganized sector following are the brands:-

Trekking

Nicholas

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Suggestions & Recommendation

Research finding

After assessing the overall

Market scenarios what came in picture was

As follows:

Consumer reactions suggests that nike is the market leader among all its

close counterparts in the sports shoe and apparel segements.

34% market capture is still under its kitty.

After its sponsership to major sports events and teams like soccer in

europe and cricket in india give it an extra edge.

People are still expecting some thing more from nike

Adidas is chasing its position most aggresively so now it requires

maintaining its position with new stuff.

28% customers are still pro adidas believer.

Nike has been the major competitor for adidas.

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

.

Probably it could be because of the aggressive attention snatched by

brands like “nike” and “adidas” specialy in india .

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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

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CONCLUSION

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

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

Because of many other big brands in the market woodland shoes should

come up with new marketing strategy.

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

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ANNEXURE

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QUESTIONNAIRE

Q.1 Do you prefer wearing sport shoes?

(a) Yes (b) No

Q.2 Which brand you prefer?

(a) Nike (b) Adidas

(c) Reebok (d) Action

(e) Any other

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

(a) Yes (b) No

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

(a) Yes (b) No

(c) No comment

Q.5 If the price of your preferred brand increases will you purchase again?

(a) Same brand (b) Cheaper brand

(c) Any other brand

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

(a) Comfort (b) Price

(c) Durability (d) Use in sport

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(e) Any other

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

(a) Quality (b) Durability

(c) Price (d) Variety

(e) Promotion

Q.8 Do you normally switch over the brand?

(a) Yes (b) No

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

(a) Yes (b) No

Q.10 what kind of promotional tool you prefer?

(a) Lucky coupon (b) Free gift

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

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

quality?

(a) Yes (b) No

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

(a) Yes (b) No

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

(a) Yes (b) No

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

(a) Yes (b) No

QUESTIONNAIRE FOR CUSTOMERS

1. Do you ever visited woodland outlet?

a) Yes b) No

2. Is the ambience of the outlet is up to the mark?

a) Yes b) No

3. Do you feel woodland shoes are easily available in the market?

a) Yes b) No

4. Do you feel the prices offered by woodland shoes is according to their worth?

a) Yes b) No

5. Do you feel the prices are high?

a) Yes b) No

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6. Do you feel it has good durability?

a) Yes b) No

7. Do you the advertising done by woodland is sufficient?

a) Yes b) No

8. Do you feel the variety offered by woodland is sufficient?

a) Yes b) No

9. If the choice given to you which brand you like to prefer?

a) woodland b) Lee cooper c) Bata

d) Metro e) M&B footwear f) local brands.

10. What suggestions would you like to give for woodland?

……………………………………………………………….

……………………………………………………………….

……………………………………………………………….

THANK YOU FOR YOUR VALUABLE TIME.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

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

BOOKS:

Marketing Research By: G. C. BeriMarketing Research By: Boyd and StaschMarketing Management By: Philip Kotler

INTERNET:

www.google.com

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www.bambooweb.com

www.wikipedia.com

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