SUMMER PROJECT REPORT ON

EVALUTE BUSINESS POTENTIAL AND IDENTIFY

PRODUCT OFFERING OPPARTUNITIES FOR

ACTION SHOES IN NORTH DELHI REGION

BY: UNDER GUIDENCE OF:

ALOK KUMAR SURYA Mr. J. GOSWAMI

ROLL NO - 01 B

PGPEBA

Entrepreneurship and Management Processes International

NEW DELHI – 74,July 2009

1
 CERTIFICATE

This is to certify that Mr. ALOK KUMAR SURYA has worked under my supervision on

topic titled “Evaluate the business potential and identify product offering for action shoes

in North delhi ”, a project, which was undertaken at ACTION SHOES for a period of 8

weeks.

During the period I found his work satisfactory.

Col. K. Guruswamy
Mr. J.Goswami
Dean & Mentor
Faculty
PGPEBA
PGPEBA
EMPI Business School EMPI Business School

2
CERTIFICATE OF THE ORGANIZATION

3
 ACKNOWLEDGEMENT

The present work is an effort to throw some light on Business potential and product

offerings of “action shoes” . The work would not have been possible to come to the

present shape without the able guidance, supervision and help to me by number of

people.

With deep sense of gratitude I acknowledge the encouragement and guidance received by

my organizational guide Mr. Ashok Bansal and other staff members.

I convey my heartful affection to all those people who helped and supported me during

the course, for completion of my Project Report.

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 EXECUTIVE SUMMARY

This project aims first, at analyzing the sports shoe industry India and finding a place in

it for “action shoes”. It then sets out to describe the target audience for the product range

and finally suggests “how to evaluate business potential and identifying product offerings

opportunities for action shoes:

.The plan begins with a brief overview of the product category being dealt with, namely

premium quality shoes. It also dwells briefly on the history of the company and its

current position and activities.

The project moves on to the crux of the matter – the marketing plan to be followed by

action. Firstly, the objectives behind this plan -To find out business potential, To find out

product offerings, Reasons behind brand preference. , Brand Satisfaction. After starting

the objectives and reasoning behind them, the actual marketing programs are described in

detail Suggestions are made on each and every one of these aspects; improvements and

innovations are recommended.

The plan then goes on to the customer analysis section. The customer base is identified

and various segments are pointed out. Various criteria and factors have been taken into

consideration while segmenting the market. We have also tried to ascertain why

customers buy these products, how they choose, and what factors matter most when

making their decisions.

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 TABLE OF CONTENT

CHAPTER ONE -General Introduction

CHAPTER TWO -Introduction to the Project (8-10pages)
2.1 Hypothesis/objectives of the Project (11)
2.2 Significance/Need of the Project (12)
2.4 Managerial Usefulness of the Project(13)
CHAPTER THREE -Profile of the Organization (14-61)
CHAPTER FOUR -Research Methodology ( 62-65)
4.1 Research Design
4.2 Data Collection Sources
4.3 Data Collection Methods
4.4 Data Collection Instruments
4.5 Sampling Plan
4.6 Field Work Plan
CHAPTER FIVE -Findings and Analysis (66-88 pages)

CHAPTER SIX Limitations (89 Pages)

CHAPTER SEVEN Conclusions and recommendations (90-92 pages)

CHAPTER EIGHT Bibliography (93Pages)

CHAPTER NINE questionnaire (94)

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 CHAPTER 1 - INDUSTRIAL BACKGROUND

REEBOK

Reebok International Limited is a British producer of athletic footwear, apparel, and

accessories and is currently a subsidiary of Adidas. The name comes from

Afrikaans/Dutch spelling of Reebok, a type of African antelope or gazelle. The company,

founded in 1895, was originally called Mercury Sports but was renamed Reebok in

1958. The company's founders, Joe and Jeff Foster.

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 ADIDAS

Adidas Ltd. AG is a major German sports apparel manufacturer and part of the Adidas

Group, which consists of Reebok sportswear company, Taylormade golf company,

Maxfli golf balls, and Adidas golf. The company is the second largest sportswear

manufacturer in the world. Adidas was founded in 1948 and named after its founder,

Adolf (Adi) Dassler

NIKE

Nike, Inc. is a publicly traded sportswear and equipment maker based in the United

States. The company is headquartered in the Portland metropolitan area of Oregon, near

Beaverton. It is the world's leading supplier of athletic shoes, apparel and sports

equipment with revenue in excess of $16 billion USD in 2007. As of 2008, it employed
8
over 30,000 people world-wide. Nike is the only Fortune 500 company headquartered in

the state of Oregon.

PUMA AG

Puma AG Rudolf Dassler Sport (Puma) is a large German-based multinational

company that produces high-end athletic shoes and other sportswear.

The company is perhaps best known for its football shoes and has sponsored such

international football stars as Pelé, Johan Cruijff, Enzo Francescoli, Diego Maradona and

Lothar Matthäus. In the United States, the company is probably best-known for the suede

basketball shoe it introduced in 1968, which eventually bore the name of New York

Knicks basketball star Walt "Clyde" Frazier. Puma is the third largest sportswear

manufacturer in the world behind Nike and Adidas. The company also offers lines shoes

and sports clothing, designed by Lamine Kouyate, Amy Garbers, and others.

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 CHAPTER 2 -INTRODUCTION TO THE PROJECT

OBJECTIVES OF WORKING ON THIS PROJECT

• To find out business potential

• To find out product offerings

• Reasons behind brand preference.

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 NEED OF THE PROJECT

Footwear is a growing industry in India. my research is to identify how to evaluate

business potential and what should be the product offerings. During the project I knew

about footwear industry. Through the era of chappals we entered into footwear world.

The focus study during this project on to find out the causes where we are lacking to

increase our business potential and to increase the business potential what change we

should make in our product offering. The business potential of any brand is effected by

its distribution channel, marketing strategies, product feature, competition analysis and

many other factor . The study includes knowing the customer preference and customers

perception about the action’s product. It help us to identify the need and choices of

customer. on the basis of customer’s needs , likings we reached at certain conclusion.

11
 MANAGERIAL USEFULNESS OF THE PROJECT

1. Pricing strategy

2. Product feature

3. Distribution channel

4. Promotion

• Action had adopted a good pricing strategy . As India is a poor country and

maximum population is of middle class and lower class . the price strategy which

is adopted by action is better quality with low price . It can be easily affordable by

everyone .

• Second usefulness of action shoe is product feature. There are different feature

such as comfort , durability , style , light weight etc. are easily available in action

and its sub brand weather it is a campus , chanchal , dotcom .as comfort and

light weight is required by higher age group people and style is required by

youngster .

• Third managerial usefulness of action shoe is its distribution channel . it had

adopted a single and straight policy that is retailers or wholesaler . Action shoe

directly supply its product to retailer and sell them to consumer .

• Fourth managerial usefulness of action shoe is promotion. Action shoe promote its

sale through gifts , coupon , sale , discount . When sale goes down these

promotion tools helps in increasing it

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 CHAPTER 3- PROFILE OF THE ORGANIZATION

“A relentless race against time.

The burning passion to win..

A strong desire to set the trends...

No wonder, life is all Action...."

What one needs is a partner that's always on the move, that tracks your every move, just

right and smartly too. And that's exactly the inspiration behind our trendy footwear

collection ranging from performance sport shoes to semi-formal and formal footwear for

men, women, teenagers and kids. Ultimate in design, comfort, and fit. Action shoes not

only look good but also are good for your feet. Each Action product is the manifestation

of our high standards of workmanship, access to latest technology. That's how Action is

synonymous with maximum quality and performance.... and of course that essential look.

So get into Action. And feel free to walk on the rough roads of life. Surely you'll be the

winner.

ABOUT THE COMPANY

The Action group is one of the India's leading business conglomerates. The group

commenced its operations as a source of footwear and its components in domestic and

export markets, gradually moving its core competence into other diversified fields such

as: (API) Chemicals and Plasticizers, (MICROTEK) Computer Monitors and

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Peripherals, Power Back Up/Inverters, (OKAYA) Batteries, (SUN CITY) Housing

Projects and (SRI BALAJI ACTION MEDICAL INSTITUTE) Health Care.

There are different individual companies under a common umbrella, each dedicated to a

specific line of product manufacturing, procuring or other particular business activities.

Today the group strategy is to be competitive and to be a leader in the quality of goods

and services provided.

ABOUT COMPANY’S WORKINGS

With over three decades of experience in footwear industry, Action is synonymous with

quality shoes for the whole family-ranging from casuals to formals; from daily wear to

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

True to its name Action is always on the move to scale newer heights in footwear

designing and manufacturing. Intensive R& D efforts and the latest technology go into

the making of Action footwear. We have in house manufacturing facilities, including

modern equipments and machineries specially procured from different countries to

manufacture footwear at par with international class and quality.

Each Action shoe is the product of a relentless quest for quality, high level of

workmanship and a true commitment to customer satisfaction. At Action we strive to

listen to the customers in their local markets and identify their footwear needs and then

provide products that exceed the customer's expectations in terms of quality, style and

value.
14
Hardly surprising, Action has carved a special niche in the Indian footwear market and in

the hearts of millions of its consumers through out the country.

COMPANY’S LOCATION

Action is headquartered in Delhi, supported by multiple manufacturing and development

units in rest of the states like - Haryana, Himachal Pradesh and Daman etc. A number of

its executives are based in customer geographies with the express purpose of creating and

nurturing channel partners as well as customers relationship.

STRATEGIC INTENT

VISION

To nurture a financially strong, growth oriented group through leadership and innovation

and to widen future options by entering newly emerging industries where the potential

seems enormous.

We as a group shall continue to seek opportunities where we can leverage our resources

and skills.

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 MISSION

At Action group our mission is to work together, respecting each other, our skills and

knowledge to:-

• Build higher quality of products and services.

• Continually strive to enhance customer satisfaction.

• Improve customer retention and loyalty.

• Gain a competitive advantage and larger market share

• Elimination of scrap, waste, defects and errors.

• To create a great place to work.

• Be welcomed in the communities in which we operate.

VALUES

How we accomplish our mission is as important as the mission itself. Fundamental to the

success for the company are these basic values.

Teamwork

Learning and Innovation

Energy and Passion

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 Employee involvement in process improvement.

Integrity and accountability.

MARKETING STRATEGY

MARKETING PHILOSPHY

The Action marketing philosophy emphasizes catering to the masses, consistently

meeting the need and aspirations of every evolving generation. Action is committed to

producing the high quality shoes to suit every walk of life. Based on our cultivated

understanding of the Indian consumer psyche, most Action offerings are in the mid -

range price segments. However, Action also manufactures variety of premium products

for those who refuse to compromise, who seek and strive beyond ordinary.

MARKET POSITIONING

Action has consistently used "COMPLETE FAMILY FOOTWEAR" positioning and

continues to use it. The company virtually makes shoes for the entire family- more

precisely-for everyone- for all occasions.

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 DISTRIBUTION NETWORK

To complement our philosophy of catering to every walk of life, our powerful

distribution network is mushroomed far and wide. Action has established a wide

marketing network for distributing its products in India. The extensive distribution

network, built over the years, is a major strength for Action products. Action products are

available to consumers, even in the most remote places and in the smallest of villages

with a very meager population. The distribution network comprising of

DISTRIBUTORS, WHOLESALERS, RETAILERS AND EBO's through out the

country, ensures that the customer wherever located is served efficiently. We have a

network of more than 50,000 retail outlets all over India to sell our footwear, which is

being sold through more than 500 distributors appointed by the company.

TOTAL CUSTOMER SATTISFACTION

QUALITY COMMITMENT

Quality is the cornerstone of our success. Everyday, millions of people all over the India

show their confidence in us by choosing Action products.

This confidence is based on our quality image and a reputation for high standards that has

been built up over many years.

Quality is our most successful product. It is the key to our success.

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 MANUFACTURING EXCELLENCE

The concept of " QUALITY MGT " in manufacturing is aimed at continuously

improving the quality of goods and services to better meet the 'needs and expectations' of

the customers.

Intensive R & D efforts and the latest technology go into the making of Action footwear.

We are equipped with rotary pouring machines for making polyurethane and direct

injection rotary machines for double density polyurethane to make shoes. All these

machines are supplied by world-class machine manufacturers from Italy. In these

machines all processing parameters and movements of parts are controlled through PLC

and Computer, which ensures ultra high precision and consistency for the quality of shoes

and unit soles.

Great care is exercised in the selection and quality control of raw material; pacakaging

material and standards are ensured at every stage of manufacturing process.

Quality people

Adequate equipment, procedures and systems are needed to make QUALITY; so are

involved and dedicated people.

At Action we recruit and train the best people at all levels of our organization.

At Action we motivate employees by setting challenging goals and by giving them

responsibility and recognition.

Quality must be a way of life for everyone in the company.

Quality customers
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At Action we are fully responsible for maintaining quality standards. Not only

manufacturing, marketing and human resource but CUSTOMERS also have vital role to

play in maintaining quality.

Our objective is to generate and retain high customer confidence and loyalty by

delivering high customer value.

Maximizing value to consumers and building customer relationship are the core

endeavors at Action.

At Action customer satisfaction is both a goal and marketing tool.

SOCIAL RESPONSBILITY

Action group endorses the principles of social responsibility and recognizes our

responsibility to the environment and the community in which we operate.

These principles are central to the values of Action group and guide our business

activities. At Action group we constantly strive to be the best and responsible corporate

citizen and extends support to various social organizations.

We are able to reach out to a diverse range of families and communities, and we do it in

many different ways.

The Action group runs "Lala Muni Lal Mange Charitable Trust" since 1977. Today it

is engaged in various kinds of charitable activities. It is running an 80 - bedded hospital at

20
Hissar (Harayana). This hospital has been working since 1979. It also started a day care

OPD in 1984 at Daya Basti, Delhi.

To cater to the needs of pilgrims at Vrindavan, the trust built an Ashram in 1994. This

Ashram has large accommodation and a beautiful temple. This Ashram is a boon for the

widows living in different parts of Vrindavan. Over 700 widows gather in this Ashram

daily. They participate in the Bhajan organized by the Ashram daily and get the ration

and other required goods of their daily use. Many a times Lala Mange Ram, who is the

chairperson of this trust himself joins this Bhajan Samaroh and gives them moral

support.

Now Lala Mange Ram has openened Sri Balaji Action Medical Institute in Delhi.

Spread over 6 acres of land and 400 bedded hospital (out of which 100 beds are ICU

beds), mission of this trust is to set up an institute for providing world-class integrated

healthcare facilities to all sections of the society with a humanitarian touch.

WHAT WE DO

With over three decades of experience in footwear industry, Action is synonymous with

quality shoes for the whole family-ranging from casuals to formals; from daily wear to

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

True to its name Action is always on the move to scale newer heights in footwear

designing and manufacturing. Intensive R& D efforts and the latest technology go into

the making of Action footwear.

21
We have in house manufacturing facilities, including modern equipments and

machineries specially procured from different countries to manufacture footwear at par

with international class and quality.

Each Action shoe is the product of a relentless quest for quality, high level of

workmanship and a true commitment to customer satisfaction. At Action we strive to

listen to the customers in their local markets and identify their footwear needs and then

provide products that exceed the customer's expectations in terms of quality, style and

value.

Hardly surprising, Action has carved a special niche in the Indian footwear market and in

the hearts of millions of its consumers through out the country.

WHERE WE LOCATED

Action is headquartered in Delhi, supported by multiple manufacturing and development

units in rest of the states like - Haryana, Himachal Pradesh and Daman etc. A number of

its executives are based in customer geographies with the express purpose of creating and

nurturing channel partners as well as customers relationship.

GENERIC GROWTHSTRATEGIS

Action group is committed to growth. To ensure that the growth is maintained along with

a competitive edge, Action group has moved vertically as well. Action group

implemented a backward integration strategy by entering into chemicals and plastisizers

business.

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 CHEMICAL AND PLASTISIZERS:

We have our plant located at Daman for the manufacturing of PVC compound, DOP,

DBP, DOA, and DIDP etc. under the brand name API providing employment

opportunities in backward areas of India. This ensures the availability and quality of

supplies and helps to control the cost and improve overall profits as well. The group has

also implemented forward integration strategy by opening ACTION EXCLUSIVE

STORES all over India with the ultimate objective to realize additional profit potential.

Conglomerate Diversification Action is not only a leading brand in footwear, but also

group has made investments in various streams un-related to the existing line of

business.

MICROTEK (COMPUTER PERIPHERALS & POWER BACK UP)

Year 1986, Action in a joint venture entered into an altogether different industry. Brand

MICROTEK was launched in the Indian market. Computer monitors (colored/mono),

speakers, keyboards, mouse, motherboard, UPS, cases, spikes, suppressor etc. are

manufactured under this brand name. Later on the company extends its product line and

goes into the making of INVERTERS and makes it presence in the power back up

segment also. Five manufacturing plants, more than 20 branch offices, 250 distributors

and over 2500 strong dealers besides its own showrooms, MICROTEK is the country’s

largest computer peripheral and inverter manufacturer. Microtek manufacturing facilities

have been awarded ISO 9002 certification. The entire customer support activity is also

ISO 9002 certified.

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 OKAYA (AUTOMOTIVE AND INDUSTRIAL BATTERIES)

Arrow International” has been promoted by multi crore ‘Microtek’ to give to the Indian

consumers OKAYA world class Japanese Technology batteries. Batteries for all kind of

cars, automobiles, heavy-duty trucks, motorcycles, telecommunication systems, electric

utilities etc are produced under the Brand name OKAYA. The Co. enjoys UL

CERTIFICATION, the ISO 9001:2000 by UNDERWRITERS LABORATORIES INC.

USA. The company caters to both replacement market and original equipment

customers.

SUN CITY (HOUSING AND COMMERCIAL PROJECTS)

Another joint venture is in the REAL ESTATES under the name SUN CITY PROJECTS

which is being promoted by three distinguished groups ACTION, ESSEL (Zee Networks)

and ODEON builders. Sun City Projects emerged with a mission to provide

‘International Quality Housing, Leisure and Entertainment’ at affordable prices. Outcome

was an integrated township spread over 150 acres of land. Sun City is also coming up

with ‘North Square Mall’ (North Delhi) and ‘Cross River Mall’ (The biggest in East

Delhi) with a new vision but the same mission “Affordable International Standard Retail

Spaces”.

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 SRI BALAJI ACTION MEDICAL INSTITUTE (HEALTH CARE)

Action group has also stepped into the HEALTH CARE sector and has recently opened

Action Medical Institute in Delhi. Spread over 6 acres of landscaped sprawling grounds

with 3 lacs square feet of centrally air - conditioned built up area, mission of the group is

to set up an institute for providing - world class integrated health care facilities to all

sections of the society with a humanitarian touch, whilst maintaining high standard of

ethical practice and professional competency with emphasis on training and education

leading to research. With a center of excellence in Cardiology, Pediatric, Gynecology,

Nephrology, Gastroenterology and Orthopedics, the Institute with over 25 medical

specialties and 400 beds will serve as a referral hospital for Delhi and adjoining areas.

25
 BRAND ARCHITECTURE

The brand ' ACTION ' has been able to maintain its aura of exclusivity and distinction

since its first pair of non-formal sporty shoes hit the stores. It continues to be the most

preferred brand in India.

With the growing popularity, proliferation comes along. The company has elaborated the

brand concept by launching a variety of sub-brands and shoes to suit different occasions.

The new products were coined with attractive catchword, thus helping the customers

finding the right shoes.

Our range of brands cater to every need in shoe world

26
Health plus is our top of the line product manufactured with a careful quality concept,

taking into consideration the Anatomic Structure of the feet. Our feet are the main center

of our nervous and circulation system, which summarize the whole body organs in itself.

The whole day work cause strain on ridge/ankles and pain in our feet. Health

plus brings relief to all these problems due to special levels/stages provided by Anatomic

sole support. Anatomic base with technically designed 5 pressure points help your feet

for natural movement and walk with full joy and confidence. Health plus is excellent to

use at all occasions and places like home/picnic/shopping etc. It comes in the size

group of 36-41 for ladies and 6-11 for gents and has been priced in the range of

Rs.700- Rs.1700.
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Campus symbolises the carefree attitude of youth. with campus lightweight casual shoes

and sandals for young people and kid's freedom is in the air. A combination of soft

synthetic leather/Nubuck and breathable mesh with padded tongue and soft plus collar

lining shoes are manufactured through the latest world class stuck-on process using EVA

and Phylon soles which provides cushion and shock absorption. The perfect

combination of style and comfort gives you a retro feel. The shoes comes in the size

and prize range of 8-13 (Rs. 399-499), 3-5 (Rs. 599), 6-10 (from Rs. 599-1399). The

sandals comes in the size and prize range of 3-5 (Rs. 399-429), 6-10 (Rs. 468-499).

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"Digital approach to your life" Dot Com is our top of the line product, tailored to

represent your image of maturity and brilliance before the society. An ultimate

achievement by the house of Action in comfort, style and quality in footwear technology

Dot Com formal and semi - formal shoes, sandals & sleepers have become a precious

element, without which final grooming of a complete gentle man is next to

impossible. Check it out and experience for yourself before you get changed and start

this believing. It comes in the size group of 6-10 and has been priced in the range of

Rs.700 to Rs.1300.

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Action introduces 'MILANO' leather range a unique lightweight HI - TEC formal shoe

with a soft insole (for excellent comfort) and special P.U sole for extra grip. The soft

uppers, which gently hug the foot, are made up of genuine leather. Every care has been

taken to produce technically viable product, which can give the highest comfort to the

foot. World- class materials like upper leather, lining leather, inner lining has been

chosen to give you the best product. The product has been designed keeping in view the

Corporate Appeal and caters to the middle aged executives. It comes in the size group of

6-10 and has been priced in the range of Rs.790 to Rs.1100.

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Introducing the EVA FLOTTER range of footwear for the quality conscious Indian. The

EVA slippers are made of Ethyl Vinyl Acetate whose property enable us to give much

lighter products. The EVA products are much comfortable than the other similar

products because of its fine and uniform cell structure which gives excellent flexibility

and comfort ability. The EVA products are wash friendly and heat resistant, so they are

more suitable for summers. The EVA products are available in different colors, which

give good aesthetic appeal. The product is priced between Rs. 99 to Rs.125 and

serves the day-to-day purpose of both men and woman.

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School time has a complete range of school uniform shoes in black, brown as well as

white colors. It is available in various ranges with Velcro closure, laces and removable

straps for both boys and girls. Soft full grain leather looks synthetic upper and soft lining

enhanced comfort feature for growing feet. the PVC sole gives extra gripping and

durability. With an affordable prize ranging from Rs 140 to Rs. 248, it is no doubt the

most loved choice of students as well as parents. It comes in the size and prize range

of 7-10 (Rs. 149), 11-1(Rs. 182), 2-4 (Rs 206), 5-6 (Rs. 231), 6-11 big (Rs. 248)

32
Mausam is the brand for men's footwear of all ages, ranging from trendy sandals, slippers

and moccasins to sports shoes. From colorful activity filled shoes for kids to jazzy and

fashionable shoes for young and vibrant people to stylish and comfortable wear for the

aged, Mausam has it all. The synthetic and textile fabric upper gives a slick finish as well

as freedom to your feet. the flexible PU soles and padded ankles provide that extra bit of

cushioning and bounce to the walk. The PVC soles adds to its live. It comes in the size

and prize range of 5-10, 11-1 (Rs. 149-198) for kids, 6-10 (Rs. 748-850) sports, 3-5, 6-

10 (Rs. 248-475) sleepers and sandals, 6-10 (Rs. 388-513) moccasins and laces.

33
Presenting the Florina range of sandals and sleepers for the lady of substance in a divine

combination of design, quality and comfort. The Florina range comes in aesthetically

exhilarating designs that glorify the style that marks the woman of today. Florina comes

in classic styles with a complete range of casuals, stylish and party wear. Florina range

of footwear comes lined with soft Lycra material for extra comfort and soft P.U latex

cushioned sole for extra cushioning. Walk on in the Florina range of featherweight

footwear for an experience as comforting and delightful as walking on a bed of roses. It

comes in the size group of 36-41 and has been priced in the range of Rs.250 to

Rs.450

34
Action's Micro is a range of sleepers, sandals, shoes and moccasins made for all seasons.

this highly economical footwear for both men and women is the most used range among

all strata of society. With ultra-flexible PVC upper and sole this range promises comfort

and durability of the highest order and it's perfect for use in high density rainfall areas,

making it highly durable. Its USP is that it is light weight and yet tough enough for

rough treatment. It comes in the size and prize range of 1-2, 3-4, 5-6, 7-9, 10-11 (Rs.

78-139) for gents and 3-4, 4-8, 5-7 (Rs. 68-94) for ladies.

35
Hooha is a collection of trendy shoes and sandals for children, who want to dare the

world. The innovative ranges of Hooha uses a lot of colours and cartoons, complements

to a child's growing. The synthetic upper gives it a sporty look and the inner soft lining

makes it ideal for a growing delicate feet. The use of micro-expanded granules absorbs

shock and are anti-skid. Attractive lights attached at the soles, make your child jump out

of the bunch of little trouble makers. Hooha shoes and sandals comes in the size and

prize range of 7-10, 11-1 (Rs. 199-224)

36
With our Funtime range for children, it is time for making merry. Funtime's trendy and

animated collection is for your fun-loving kids between age ranges 4 to 9. The

electrifying coloured shoes have designs in lace-up and Velcro adjustable straps with

embroidered detailing for a perfect fitting. Padded tongue and collar, fully lined in soft

synthetic fabric, cushioned comfortable insole, with durable PVC sole keep your children

going all day long. The soft inner lining makes growing delicate feet breath. It comes

in the size and prize range of 5-10 (RS. 149-162).

37
With Action's Roaming youth wear range, become a trend-setter and make waves. Have

your pick today from its complete range of fashionable quality slippers, sandals and

sports shoes, in the most economical price. The light upper is made of PU, tetron and

breathable mesh for extra comfort. The PVC sole gives extra grip adding mileage to your

dynamic life. Mileage, trendy, comfortable as well as its breath taking economical price,

makes Roaming the most sought after brand by young people. Its comes in size and

prize range of 6-10, 11-1, 2-5 (Rs. 199-399) for kids, 11-13, 1-5 (Rs. 347-462) for

children and 6-10 (Rs. 487-699) for gents.

38
Fly float is a range of trendy and economical sandals and slippers for leisure use for both

men and women. Home, picnic or shopping, Fly float light weight, is ideal for all kinds

of leisurely occasions. The imported synthetic leather upper gives it a classy look and

the inside of the upper sole is made up of suede, funky mesh and P.U. latex, giving it

extra comfort. This high quality range comes in Velcro fitting to suit every foot. The sole

with micro expanded granules with air technology, gives maximum comfort to your feet

and more mileage. It comes in size and prize range of 2-5, 6-11 (Rs.299-383)

39
Action's Chanchal brand epitomizes simplicity, a range of winter foot wear for ladies.

Ideal for daily wear, Chanchal is comfortable and durable. Soft textile fabric upper and

soft lining hugs your feet, giving the warmth and cozy feel. The soft PVC sole give extra

protection to your heels and are long-lasting, making it an ideal daily footwear. It comes

in a variety of designs and floral colours that adds to a woman's femininity. It comes in

the size and prize range of 11-2, 3-8 (Rs. 137-173)

40
Flotter is a new class of super comfort, stylish, lightweight and cushioned sandals and

slippers manufactured by Action. These are made from Synthetic uppers and PVC sole

for giving you an unforgettable comfort and durability. A special air cushion has been

provided in the insole so that you can walk more. Available in both ladies and gents,

Flotter hydro walk is available in different colors and styles. It comes in the size group

of 6-11 and has been priced in the range of Rs.125 to Rs.450.

41
Action's Eazy line is a range of comfortable routine and household footwear for both

ladies and gents. Bring style home with Action's Eazy line ranges. The synthetic fabric

upper make it in vogue, trendy and comfortable. PVC materials use in the shoes makes it

highly durable and wash resistant. The Eva guard sole makes it slip resistant making it

the most sought after home footwear. It comes in the size range of 11-1, 2-5 for kids,

4-8 for ladies, 6-11 for gents.

42
 BRAND ENDORSES

At Action group we constantly strive to create, maintain, protect and enhance the brands.

Our challenge is to develop a deep set of positive associations for the brand.Our objective

is not only to have a fairly high degree of .........

BRAND AWARENESS, but to move

to

ACCEPTABILITY

PREFERENCE

Finally, BRAND LOYALTY

In order to achieve all these stages and to achieve higher attention & recall, Action group

often uses celebrities as spokespeople or endorsers.

Our brand have been associated with the world known celebrities like KAPIL DEV,

SACHIN TENDULKAR and so on is the list of different celebrities of different fields

including Indian Cinema like AJAY JADEJA, AMRISH PURI, APOORVA

AGNIHOTRI, AMAN TALWAR, RENUKA, PALLAVI JOSHI etc

43
 STORE CONCEPT

A new concept of exclusive showrooms has been introduced in the market by the

company to match the individual demand of the customers.

Convenience and variety is the general concept behind opening these stores. Keeping in

view the demand that varies from customer to customer and possibility of every retailer

to keep the complete range of footwear at all times, Action came up with this idea of

exclusive showrooms. This idea has not only given the company a chance to provide the

complete array of shoes to the customers but has also given salesman an opportunity to

interact with them on a personal level. These inputs of the customers helps tremendously

in new product innovations.

The first of its kinds was started in 1999 and after experiencing the tremendous response

the number of these stores have been increased to around 70.

Plans are on the anvil to open more than 200 showrooms by the year 2007.

FRANCHISING OFFER

Shape up your dreams with Action Exclusive showroom.

Low risk ,Profitability ,Respectability

Franchising is a way of doing business. A concept to promote mutual benefits. With the

opening of the economy the environment of franchising has caught on the new market

scenario. Today customers are getting more and more conscious about the quality and the

status-quo standards of the product they buy. The Customers of the new millennium
44
wants to buy branded and quality products from mega stores where they do not have to

worry about anything.

Action shoes, a business conglomerate of repute with a mega shoe brand "ACTION"

beckon you to grab this fortune.

With your vast inherent entrepreneur talent and keen business acumen you can also

provide customers a shopping pleasure of global standards being the proud owner of an

ACTION super store.

All you need to have is an area of 800 to 1000 sq.ft. in the hub of your city, capability to

invest 12-15 lakhs and business acumen and you will soon become a millionaire. What

more you will get the return on your initial investment within 12-18 months. You can

yourself imagine the potential of the golden opportunity to rake in big bucks and being

the proud owner of Action store.

So what are you waiting for, opportunities don't knock twice

CORPORATE PORTFOLIO

We bring to you an opportunity to design and tailor your shoes to your taste and

need.

For more than 30 years Action has been manufacturing top quality footwear and its

components for the domestic and export markets. Having pioneered the development of

footwear range from casuals to formals, from daily wear to sports wear and from elegant

collection for ladies to fun range for kids, Action now operates a specialized

technology and research driven 'CORPORATE SALES' division which caters to the
45
variant needs of institutional segments. Corporate division of Action shoes

manufactures a full range of shoes i.e. (Safety boots) with Steel toe and Fibre toe-cap

for Industrial workers, comfort, sturdy and Heat/Cold resistance shoes for Military,

Navy & Police, oil resistant and anti skid shoes for working in professional Kitchens

and water resistant and anti- fungal shoes for Miners. It is the policy of our

Corporate Division to listen to your your needs & specifications assess the

communication points at both the ends, develop a detailed but concise survey instrument,

gather customer perspectives and then finally develop and deliver high quality products

and services meeting the customer requirements from time to time. We have our R&D

department with well-qualified professionals in diverse streams who constantly research

and develop new products. Our long-term experience, services and quality are evident in

every product we create to perfection. We are able to manufacture products as per

client's specifications with the Shortest Lead Time and the Highest Quality. Our

clientele includes… Asian Paints, Asashi India Glass, Jet Airways, Hindalco Industries,

Maruti Udyog Ltd, Samsung India Ltd, Indian Army, Indian Air Force, Delhi University,

Park Royal, Parle Biscuits, Mother Diary, Hyatt Regency, Le- Meridian and many more.

46
Sole Division

Action has a diversified segment on sole manufacturing completely dedicated in making

world-class soles. Action has made a name in manufacturing high quality PU and TPR

soles in domestic as well as international market. It has always been a pioneer in

research and development of new materials and styles in order to best meet the ever-

changing market demands. Action Sole division has a team of dedicated researchers who

are in constant endeavor to develop the best technology on soles that fulfills the need and

requirement of every end user. Action soles have double density polyurethane with

excellent abrasion resistance, zero oil migration, best slip resistance, very high flexing

property at subzero temperature and extra high tensile strength, excellent cushioning and

comfort due to its compact foaming and lightness. This makes our soles both incredibly

durable and surprisingly lightweight.

Best of all, the soles are also made according to our clients specifications. Our excellent

production capabilities, guarantee prompt delivery of every order in addition to designing

47
new molds within the shortest lead time after receiving the order. We continually

concentrate our efforts on attracting and maintaining world-class talent, producing high

quality products and above all delivering customer satisfaction. We present a

comprehensive collection of premium quality PU and TPR Soles for men and women's

casual & formal footwear. Available in a variety of designs and sizes Ladies (35 - 41)

and Gents (5 - 11), it comes in the price range from (Rs. 75 - Rs. 170) for ladies and

(Rs.80 - Rs 180) for gents. Some of our esteemed national and international clients

are…. CLARKS, BATA, LIBERTY, PONDS, FRANCO LEONE, HIKER, JOSEPH

SIEBEL etc.

ANATOMY OF THE SHOE

The anatomy of a shoe can be divided in an upper and lower (or bottom part). Sections of

the upper include vamp, quarter, toe box, throat, insole board, and top line. The sections

of the lower shoe consist of an outsole,shank and heel.

48
 THE UPPER OF THE SHOE

All parts or sections of the shoe above the sole that are stitched or otherwise joined

together to become a unit then attached to the insole and outsole. The upper of the shoe

consists of the vamp or front of the shoe, the quarter i.e. the sides and back of the shoe,

and the linings. Uppers are made in a variety of different materials, both natural and

synthetic. Leather upper allows air to pass through to and from the skin pores thereby

providing an opportunity to keep the feet, cool. Ironically synthetics used as uppers

display elastic properties, which mean the shoe upper never quite adjusts to the foot,

shape in the same way as natural leather. Synthetics are cheaper to mass-produce and are

now found in most mass produced footwear. Synthetic uppers are more waterproof.

Woven fabric such as cotton corduroy can be used as uppers.

VAMP

The vamp covers the dorsum of the foot (includes the tongue piece) and superior aspects

over the toes. This section i.e. the toe puff is reinforced which serves to give the shoe its

shape as well as protect the toes. The vamp is often made of more than one piece,

creating a decorative pattern. There are various types of vamps suited to different styles

of shoes.

49
 QUARTER

The complete upper part of the shoe behind the vamp line covering the sides and

backpart. The top edge of the sides and back of the quarter describes the topline of the

shoe. Oxford style lacing shoes, the eyelet section is formed by the superior part of the

quarter (while the underlying tongue is part of the vamp). In the Gibson style the lacing

segment forms part of the vamp. The heel section of the quarter is frequently reinforced

with a stiffener. In boots the quarter is often referred to as 'top'. In athletic shoes the vamp

and quarter panels are often one continuous piece of nylon or leather with additional

leather pieces added to reinforce critical areas of the shoe.

COUNTER

The counter is a component of the quarter that stabilises the hindfoot in the shoe and

retains the shape of the posterior portion of the shoe. Counters are usually made from

fibreboard or heat moulded plastic. Sometimes a counter will extend medially to support

the heel and prevent prolonged pronation.

TOECAB

Many shoes incorporate a toecap into the upper of the shoe. Toecaps are either stitched

over or completely replace the distal superior aspect of the vamp and can be made into a

decorative features referred to as toe tips. The toe box refers to the roofed area over and

around the part of the shoe that covers the toes. The function of the toe box is to retain the

shape of the forefoot and allow room for the toes.

50
 LININGS

In quality shoes the quarters and vamps are lined to enhance comfort and durability.

Linings may consist of various materials ie leathers, fabrics, and manmade synthetics.

The lining on the insole segment is called 'the sock' and may be full-length, three-quarter

or just the heel section. Many linings are made of synthetic material and are usually

confined to the quarters and the

insock.

THROAT

The central part of the vamp just proximal to the toe box. The throat is formed by the

seam joining the vamp to the quarter i.e. throatline. The throat is defined by the

connection of the rear edge of the vamp and the front part of the quarter. This refers to

the point where the lacing is attached to the vamp. The throat of the shoe dictates the

maximum girth permitted by the shoe.

THE SOLE OF THE SHOE

Insole (inner sole)

A layer of material shaped to the bottom of the last and sandwiched between the outsole

(or midsole) and the sole of the foot inside the shoe. The insole covers the join between

the upper and the sole in most methods of construction and provides attachment for the

upper, toe box linings and welting. This provides a platform upon which the foot can

operate and separates the upper from the lower. The majority of insole boards are made

of cellulose and are treated with additives to inhibit bacterial growth.

51
 OUTSOLE

This is the outer most sole of the shoe, which is directly exposed to abrasion and wear.

Traditionally made from a variety of materials, the outsole is constructed in different

thickness and degrees of flexibility. Ideal soling materials must be waterproof, durable

and possess a coefficient of friction high enough to prevent slipping.

SHANK

The shank bridges between the heel breast and the ball tred. The shankpiece or shank

spring can be made from wood, metal, fibreglass or plastic and consists of a piece

approximately 10cm long and 1.5 cm wide. The shankpiece reinforces the waist of the

shoe and prevents it from collapsing or distorting in wear. The contour of the shank is

determined by heel height. Shoes with low heels or wedged soles do not require a shank

because the torque between the rear and forefoot does not distort the

shoe.

HEEL

The heel is the raised component under the rear of the shoe. Heels consist of a variety of

shapes, heights, and materials and are made of a series of raised platforms or a hollowed

section. The part of the heel next to sole is usually shaped to fit the heel, this is called the

heel seat or heel base.

Shoe Lasts Most shoes are made to a last. This is a foot model with dimensions and

shape similar to the anatomical foot but sufficiently different to not be exact. Shoe fit and

52
to some extent the last influences its durability.

Traditionally made from wood but are now available now in metal or plastic. Lasts are

not the same size and dimensions of the anatomical foot but instead an abstract form with

specific functions. Lasts provides a working surface on which flat leather components

can be given plastic form. To allow the last to be removed from the shoe they are often

hinged around the instep.

Shoe lasts are not made to resemble feet but instead to suit the shoe manufacture.

Modern lasts are totally unlike the foot with the sole of the last, flat in order to assist in

manufacture.

POLYMER IN FOOTWEAR INDUSTRY

Shoe Upper Leather, PVC & PU coated fabrics

Shoe sole Vulcanized rubber TPR, PVC, PU, EVA, EPDM & Nylon

Heels High impact polystyrene, ABS, PVC

Toe Puff & stiffer Thermoplastic materials

Insole Cellulose, cellulose board

Thread Nylon, polyester

Adhesive Epoxy, neoprene, PU, Rubber latex

53
SHOE MANUFACTURING PROCESS

54
 MEATHODS OF CONSTRUCTION

There are many ways to attach the sole to the upper but commercially only a few methods

are preferred. Shoes were traditionally made by moulding leather to a wooden last.

Modern technology has introduced many new materials and mechanized much of the

manufacture. Remarkable as it may seem the manufacture of shoes remains fairly labor

intensive. No matter the type of construction the first stage in construction is to attach the

insole to the undersurface of the last. Two main operations follow : Lasting describes the

upper sections are shaped to the last and insole. Followed by Bottoming, where the sole is

attached to the upper. The process of bottoming will determine price, quality and

performance of the shoe.

STUCK ON CONSTRUCTION

For lightweight and flexible footwear the outsole is stuck to the upper by an adhesive.

Bonwelt is a variation with its distinguishing feature being a strip of welting attached by

stitching or cementing to the top edge of the insole. The shoe is then flat lasted. This is

not a true welt construction wherein the welt is attached to the rib of the insole.

GOOD YEAY WELT

For high quality dress and town shoes the top section (or welt) is chain stitched to the

upper and insole rib at the point where it curves under the last. This is supplemented by a

lockstitch outseam bonding the welt and outsole. The outsole is then sewn to the welt

around the edge. Goodyear Welt creats heavier less flexible footwear.

55
 STICH DOWN VELDT

A cheaper method used to produce lightweight flexible soles for children's shoes and

some casual footwear describes the upper turned out (flanged) at the edge of the last. This

is then stitched to the runner. In some countries it is known as 'veldt' and 'veldschoen.'

MOCCASIN

Thought to be the oldest shoe construction this consists of a single layer section, which

forms the insole, vamp and quarters. The piece is moulded upwards from the Under

surface of the last. An apron is then stitched to the gathered edges of the vamp and the

sole is stitched to the base of the shoe. This method is used for flexible fashion footwear.

The imitation moccasin has a visual appearance of a moccasin but does not have the wrap

around construction of the genuine moccasin.

MOULDED METHODS (DIP)

The lasted upper is placed in a mould and the sole formed around it by injecting liquid

synthetic soling material (PVC, urethane). Alternatively, the sole may be vulcanized by

converting uncured rubber into a stable compound by heat and pressure. When the

materials in the moulds cool the sole-upper bonding is complete. These methods combine

the upper permanently into the sole and such shoes cannot therefore be repaired easily.

Moulded methods can be used to make most types of footwear.

56
 SHOE STYLES

BOOT

Any footwear extending above the ankle. There are numerous designs and types for a

variety of uses and made from a number of materials.

LACE UP

Any low cut shoe fastened by lacings, such as an Oxford or Blucher.

57
 MOCCAIN

Originally it described a simple one-piece hide, wrapped round the foot and held on with

rawhide thongs. Later the Indians gradually stylised the moccasin by adding the moccasin

plug, fringes and coloured beads, which depicted rank and occupation were also

SANDAL

Originally a slab of leather sole attached to the foot by thongs. Today any open shoe

who's upper consists of any decorative or functional arrangement of straps. A sandal can

58
be foot low to knee high, or with any heel height, designed for simple utility or casual

wear or as a fashion shoe.

MULE

A backless shoe or slipper with or without a heel.

MONKS

Similar to Derby Shoes but with a cross over section to fasten the quarters with a side

buckle.

59
 PUMP

Heeled shoes with low cut fronts and usually no fastening.

60
 CHAPTER 4 – RESEARCH METHDOLOGY

The search for Knowledge through Objective and Systematic method of finding solutions

to a problem is Research.

RESEARCH DESIGN

Source of information: There are two kinds of sources of information i.e. primary and

secondary.

PRIMARY SOURCE

The data collected and gathered from these sources is assembled specifically for the

research project at hand. The data collected is a fresh and for the first time and thus

happened to be original in character. It is used for satisfying various marketing research

objective.

Basically there were two instruments:

1. Structured Instrument

2. Unstructured Instrument

1. Structured instruments:

(a) Personal interview: This method involved asking questions generally in a

face to face contact to potential customers (data for them was collected

initially) It was in the form of direct personal investigation .In this case the
61
 interviewer collected the information personally from the sources concerned

.The interviewee was allowed to ask questions from the interviewer regarding

his doubts Interviews were formal or informal depending upon their nature

and the person being interviewed .Following points were kept under

consideration:

• Planning the interview

• Preparation of questions before hand

• Not to make interview hasty

• Focusing on substance

• Accuracy of subject

2. Unstructured Instrument:

(a) Questionnaire

A questionnaire consists of a number of questions printed or typed .In a definite

order on a form or set of forms. The questionnaire was mailed to potential

customers . They were to answer the questions on their own.

Main aspects of Questionnaire:

(1) Structured questionnaire

(2) Clear and smooth moving sequence of questions

(3) Simple and easy wordings

(4) Relevant questions

All the personal details were kept confidential.

62
(b) Secondary sources:

The data for these sources is that which have been previously collected for some

project other than at hand. The data colleted is historical in nature .It is the data which

you don’t have collected yourself but is already available. Some of these sources are:

(a) Magzine

(b) Internal Reports

(c) Financial reports

(d) Published industry data.

Sampling Unit: The elementary units or the groups cluster of such units may form the

basis of sampling process in this case each potential customer is our sampling unit.

Sample size : Interview 100 persons and collected data through questionnaires

Technique of sampling: In the Project sampling is done on basis of Probability

sampling. Among the probability sampling design the sampling design chosen is

stratified random sampling.Because in this survey I had stratified the sample in different

age group, different gender and different profession

63
Analysis of information: The information was analyzed with the help of pie charts and

graphs to reach at conclusions. For that editing, tabulation and interpretation of data was

done.

Editing: It involves a careful scrutiny of the completed questionnaires and or schedules.

It is the process of examining the collected raw data to detect errors and omissions and to

correct these when possible.

Tabulation: It involves arranging the data in concise and logical order. It involves

summarizing raw data and displaying the same in compact form.

Interpretation: It involves drawing the ultimate interferences and reach conclusions

STEPS FOLLOWED IN COMPLETING THE STUDY

(i) Marketing books, journals are consulted.

(ii) Internet sites containing information on action shoes & marketing are browsed.

(iii) Sample survey was conducted.

64
 CHAPTER 5 – FINDINGS AND ANALYSIS

OBJECTIVE ,FINDING AND ANALYSIS FOR DIFFERENT QUESTIONS

QUESTION 1-

Do you wear shoes?

• This is a dichotomous kind of question. A respondent has to pick one option from

yes or No . In India whether we talk about Rural or Urban areas, Shoes are use

everywhere. They have a large market and also available at different Brands. This

is mainly focused at categorizing the respondent in terms of users and non-users

and hence easy to find the right audience for survey.

17%

yes no

83%

65
FINDING:-

• Out of the 120 respondents 20 respondents around 17% had told that they do not

wear shoes.

ANALYSIS:-

• From the above finding we can say that most of the people wear shoes but there is

a market which is still remain unexplored and unstructured.

• Findings also suggest that the business potential is still wear shoes from this

market, which can be addressed through a plan and proper product offerings

66
QUESTION 2-

IF YES, WHICH BRAND DO YOU PREFER?

OBJECTIVE:-

In India there are several Branded and non Branded Shoes available. We took some

popular Brand of Shoes like Reebok, Nike, Adidas, Action, Puma, or any other Brand

that costumer uses. We try to put Brands, which are popular among the respondents.

25
25
19
20

15 12 12
11
10 7
4
5

0
ACTION LIBERTY NIKE REEBOK ADIDAS BATA OTHERS

FINDINGS:-

• In this particular question we have received strange findings regarding customer

preference of brand. Having the option to choose from one of the well known

brands we found that 25 % respondents has gone for brands which are lesser

known like Relaxo, lakhani etc.

• Among the brands Nike is the most preferred brand with 19 % respondents choice

followed by Reebok, action, adidas, Bata, liberty.

67
 ANALYSIS:-

• From the above finding it can say that a well-known brand only one of the factor

for buying shoes but not the necessary factor.

• Action and Reebok both simultaneously standing at third place; it shows that it

has some brand value in the mind of customer.

• As we know from the findings that maximum number of people are using un

branded product or lesser known brand so we an target this particular market also

by better availability of products, pricing and promotion strategies. As this market

shows great business potential.

68
QUESTION 3-

ARE YOU SATISFIED WITH THE QUALITY OF YOUR

PREFERED BRAND?

OBJECTIVE:-

• This is dichotomous type of question .in this question there are two options are

given. we want to know only yes or no. Answer is If yes, then another question is

which feature affects the respondent most? If no then what kind of changes

respondents want from action. This will help action to strengthen the market

potential as well as product offerings.

NO
26%

YES
NO

YES
74%

FINDINGS:-

• In this question 74 % respondents are satisfied with their brand and 26 % are

dissatisfied with their brand.

ANALYSIS:-

• Here we have an opportunity to find the cause of dissatisfaction and try to find the

solution. And hence make these customer switches to Action shoes.

• We also take the suggestion for improvement of our brand and product portfolio.

69
QUESTION 4-

IF YES, WHICH FEATURE AFFECT YOU MOST BEFORE BUY

ANY SHOES ?

OBJECTIVE:-

• In this question we provide several options to the respondents to find what he

likes most in shoes. From several features that a brand can exhibit we put certain

features like comfort, price, style, lightweight, durability and any other. In case of

positioning a marketer try to highlight certain features in the mind of costumers.

COMFORT
38% 18% 8% PRICE

15% STYLE
8% 9%
LIGHT-WEIGHT
DURABILITY
4% ANY OTHER
MORE THAN ONE FACTOR

70
FINDING:-

• We have found that maximum numbers of customers are looking for more than

one factor while buying product and the most preferred combination is comfort

and style.

• Among the independent factor comfort is the most valued one followed by style,

lightweight, durability, price and any other.

ANALYSIS:-

• The success of any brand lies in many factors like comfort, style, lightweight,

durability, price independently or in combinations.

• From the finding we can carry out the strength and weakness analysis of our own

brand. we can leverage out our strength like comfort and price at the same time

work on other factors to give the customer complete range of product.

71
QUESTION 5-

IF NO, WHAT KIND OF CHANGES YOU WOULD LIKE TO

SUGGEST FOR “ACTION SHOES” ?

OBJECTIVE:-

• In this question we provide several options to the respondents to find suggestion.

What kind of changes they want in action shoes. We tried to find out those certain

features, which attracts a costumer most. So that a marketer can understand what

costumer want, and based on these kinds of features Action can make a good

product offerings.

27%
35% MORE PRODUCT RANGE

LOW PRICE RANGE

DESIGN

15%
CHANGE IN PROMOTIONAL
ACTIVITY
23%

72
FINDINGS: -

• From the finding we can say that most of the respondents are of the view that

action shoes is lagging behind in terms of brand equity due to lesser promotional

activity.

• Other areas of improvement suggested by the customer design, more product

range and pricing in descending order.

ANALYSIS:-

• People generally want then to be associated with a brand, which has more brand

awareness as this is not much in case of action shoes, we need to improve upon it.

• More design and more product range are factors internal to the company and can

be improved.

• Some respondents also suggested that we should have product of lesser price

range so Action should consider this also.

73
QUESTION 6-

HOW MUCH YOU CAN AFFORD FOR YOUR MOST

PREFERED SHOE?

OBJECTIVE:-

• Sometimes a costumer after buying any shoes generally think that If he can got a

more stylish or latest designed shoes. On the same hand he also knows that these

additional features can increase the price. But he is ready to invest this additional

amount in order to get his most prefered shoes.

MORE THAN 6000 RS 8

4000-6000 RS 14

2000-4000 RS
27

1000-2000 RS
35

LESS THAN 1000 RS 16

0 5 10 15 20 25 30 35

74
FINDINGS:-

• Maximum of the respondents preferred price range between 1000-2000 Rs

followed by price bends of 2000-4000 RS, less than 1000 RS, 4000-6000 RS, and

more than 6000 RS.

ANALYSIS:-

• An action shoes is having the product in the price range of below 600 to 1500 RS.

Though we are addressing the larger mass but still we are not touching around 52

% of the total audience. This indicates in market having great potential is still

unexplored by Action shoes.

• If we can introduce shoes up to the range of 4000 RS then we can also cater to a

larger audience at higher end.

75
QUESTION 7-

WHERE DO YOU LIKE TO GO FOR BUY A SHOE?

OBJECTIVE;-

• In this question we tried to find out the most preferred source form where

costumers use to buy their shoes. This question helped us to determine which is

most preferred outlet for respondents. From a company point of view this

question help us to strengthen its market potential.

ON LINE
0% NEAR BY SHOPS
27%

SHOPPING MALL
34%
NEAR BY SHOPS
EXCLUSIVE SHOWROOM
EXCLUSIVE
SHOWROOM SHOPPING MALL
39% ON LINE

76
FINDINGS:-

• From the finding we have come to know that most of the people about 39% prefer

to buy shoes from exclusive showrooms where as 34%of the respondents prefer to

purchase from shopping mall and remaining 27% from there respective near by

local and/or renowned shop and hardly any respondents is there to purchase on

line.

ANALYSIS:-

• As action shoes has less presence in terms of exclusive showrooms and shopping

malls. it is loosing a great market because it was clearly indicated by the

respondents that maximum shoes are bought from these places.

• Though the good presence in near by shoe centers giving action shoes around

27% exposure but it is very negligible if we see the size of the market.

• Action shoes have to communicate to target audience to audience by retailing

their product in marketing to the masses .

77
QUESTION-8

HAVE YOU EVER BUY “ACTION SHOES?

OJECTIVES:-

• This is direct type of question from which we tried to know from customer have

they ever bought action shoes because In India there are several Branded and non

Branded Shoes available. Want to see market awareness of action shoes from this

question.

70 63

60

50

40 37

30

20

10

YES
NO

78
FINDINGS:-

• Out of 100 respondents 63 % are aware of the brand and tried it once or more.

The 37 %, which have never tried action shoes, which are either respondent, don’t

aware with the brand or have negative attitude towards the brand.

ANALYSIS:-

• Must try to address the masses of customers who have never tried Action. This

can be done through different promotional activities.

79
QUESTION 9-

IF NO,WHY ?

OBJECTIVE:-

• In this question we provide several options to the respondents to find why they

did not ever buy action shoes. There are six options given in this question lack of

advertisement, low product range, not stylish, high price range, weight and color,

others. We will know from this question why they have not tried action shoes. It

will help product offerings and us to strengthen the market potential.

14%
LACK OF
ADVERTISEMENT
30%
LOW PRODUCT RANGE

19% NOT STYLISH

HIGH PRICE RANGE

WEIGHT AND COLOR

8% 13%
OTHERS
16%

80
FINDINGS:-

• As I have mentioned earlier the majority of the people who have not tried action

shoes are not aware of the brand and others are having negative attitude towards

the brand due to factors like lack of advertisement, not stylish, low product range,

weight and color.

ANALYSIS:-

• Action shoes must focus on promotional activities so that a greater awareness can

be created among the people.

• Style, product range, weight and color should be modified according to latest

trends and by taking people opinion.

• Some people are considering action shoes to be highly price. This problem can be

addressed by introducing products in lower price range or by adopting sales

promotion.

• Action has to come up with new ways of communication their offering to

customer like newer advertisement to attract newer generation

81
QUESTION 10-

WHAT PRICE RANGE DO YOU USUALLY PAY FOR

“ACTION SHOES”?

OBJECTIVES: -

• This question is meant to know people’s mindset regarding the value for money

of action shoes. As in the previous question some people thought that action shoes

to be highly price. We are just trying to know the customers perceived value for

action shoes.

6%

18%

LESS THAN 1000 RS

44%
1000-1500 RS
1500-2000 RS
RANGE DOESN'T MATTER

32%

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FINDINGS:-

• In this question we find that 44% people are comfortable to give up to 1000 RS,

32 % between 1000-1500 RS, 18 % 1500-2000 RS, and rest 6% do not bother for

money.

ANALYSIS:-

• As we are seeing that action shoes is addressing all the price range quoted by

people. Hence it cannot say that action shoes are highly priced. barring a few

customers who have a opinion about action shoes that it is highly priced.

• As the price more than 75% people approve range of action shoes. We must try to

add more products in this range and see the buyer purchasing power.

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QUESTION 11-

MOST PREFERED BRAND OF ACTION AMONG PEOPLE

YOU KNOW?

OBJECTIVE:-

• From this question we want to identify the popularity of various brands of action

shoes. It will tell us at which product we should concentrate more.

DON'T KNOW 9

FLY FLOAT 8

MICRO 4

FLOTTER 18

HEALTH PLUS 3

MILANO 6

CAMPUS 53

0 10 20 30 40 50 60

FINDINGS:-

• From this question it is clear that campus is the most popular brand among the

respondents then flotter followed by don’t know, fly float, milano, micro and

health plus.

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ANALYSIS:-

• With the help of known brand we can position our another brand like .

• In above findings 9 respondents said that they don’t know about action’s brand so

we should run Brand awareness campaign (celebrity endorsement) promotions.

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QUESTION 12- WHAT TYPES OF PROMPTIONAL TOOL YOU PREFER?

OBJECTIVE:-

To identify the various ways of promotional activities to increase the volume of sales.

BUY ONE GET ONE FREE 19

DISCOUNT 54

FREE GIFT 15

LUCKEY COUPON 12

0 10 20 30 40 50 60

FINDINGS:-

• According to the above bar diagram we came to know that more than 50

respondents prefer to have a discount promotional toolin order to save their

money. where as 19 respondents go for buy one get one free and remaining

respondents prefer to have free gift and lucky coupon respectively 15 and 12.

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ANALYSIS:-

• From the finding we came to know that the majority of the respondents prefer to

select discount promotional tool rather than any other else. So, the company

should focus more on special discount promotional activities to attract more

customer and market potential.

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 CHAPTER 6 -LIMITATIONS OF RESEARCH

• The geographical area was very much limited to residential area & so the results

are not particularly reflection of the current behavior.

• Compare the market potential of North Delhi:- the sample size of 100- target

Audience is relatively small. This doesn’t represent the true picture.

• Most of the targeted audiences were not aware about various brands names.

• Due to limited time period and constrained working hours for most of the

Respondents, the answers at times were vague enough to be ignored.

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 CHAPTER 7 – CONCLUSIONS AND RECOMMENDATIONS

• From the above finding we can say that most of the people wear shoes but there is

a market, which is, still remain unexplored and unstructured.finding also suggest

that the business potential is still wear shoes from this market, From the above

finding it can say that a well-known brand only one of the factor for buying shoes

but not the necessary factor.

• Action and Reebok both simultaneously standing at third place; it shows that it

has some brand value in the mind of customer.

• As we know from the findings that maximum number of people are using un

branded product or lesser known brand so we an target this particular market also

by better availability of products, pricing and promotion strategies. As this market

shows great business potential.

• Here we have an opportunity to find the cause of dissatisfaction and try to find the

solution. And hence make these customer switches to Action shoes. We can also

take the suggestion for improvement of our brand and product portfolio.

• The success of any brand lies in many factors like comfort, style, lightweight,

durability, price independently or in combinations.

• From the finding we can carry out the strength and weakness analysis of our own

brand. we can leverage out our strength like comfort and price at the same time

work on other factors to give the customer complete range of product.

• People generally want to be associated with a brand, which has more brand

awareness as this is not much in case of action shoes, we need to improve upon it.
89
• More design and more product range are factors internal to the company and can

be improved. Some respondents also suggested that we should have product of

lesser price range so Action should consider this also.

• An action shoes is having the product in the price range of below 600 to 1500 RS.

Though we are addressing the larger mass but still we are not touching around 52

% of the total audience. This indicates in market having great potential is still

unexplored by Action shoes.

• If we can introduce shoes up to the range of 4000 RS then we can also cater to a

larger audience at higher end.

• As action shoes has less presence in terms of exclusive showrooms and shopping

malls. it is loosing a great market because it was clearly indicated by the

respondents that maximum shoes are bought from these places.

• Though the good presence in near by shoe centers giving action shoes around

27% exposure but it is very negligible if we see the size of the market.

• Action shoes have to communicate to target audience by retailing their product in

marketing to the masses

• Action shoes Must try to address the masses of customers who have never tried

Action. This can be done through different promotional activities.

• Action shoes must focus on promotional activities so that a greater awareness can

be created among the people.

• Style, product range, weight and color should be modified according to latest

trends and by taking people opinion.

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• Some people are considering action shoes to be highly price. This problem can be

addressed by introducing products in lower price range or by adopting sales

promotion. Action shoes has to come up with new ways of communication their

offering to customer like newer advertisement to attract newer generation

• As we are seeing that action shoes is addressing all the price range quoted by

people. Hence it cannot say that action shoes are highly priced. barring a few

customers who have a opinion about action shoes that it is highly priced.

• As the price more than 75% people approve range of action shoes. We must try to

add more products in this range and see the buyer purchasing power.With the help

of known brand we can position our another brand.

• we should run Brand awareness campaign (celebrity endorsement) promotions.

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 BIBLIOGRAPHY

• www.actionshoes.com

• www.sportsshoes.com

• www.design-technology.org

• http://www.google.com

• http://www.sz-wholesale.com

• www.nike.com

• www.adidas.com

• www.reebok.com

• www.puma.com

• www.marketresearch.com

• www.marketresearchworld.net
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 QUESTIONNAIRE

I AM PURSUING POST GRADUATE STUDENT OF EMPI BUSINESS SCHOOL.

CONDUCTING A SURVEY. NAME OF THE OF THE PROJECT

TITLE- HOW TO EVALUTE BUSINESS POTENTIAL AND IDENTIFY PRODUCT

OFFERING OPPURTUNITY FOR ACTION SHOES IN NORTH DELHI REGION. ALL

INFORMATION COLLECTED WILL BE APPLIED FOR INTERNAL USE ONLY.

PLEASE TAKE SOME TIME TO HELP ME FINISH THE QUESTIONNAIRE. THANK

YOU.

93
1- DO YOU WEAR SHOES ?

YES NO

2- IF YES, WHICH BRAND DO YOU PREFER ?

ACTION NIKE REEBOK

LIBERTY ADIDS BATA

OTHERS ( SPECIFY)

3- ARE YOU SATISFIED WITH THE QUALITY OF YOUR PREFERED BRAND ?

YES NO

4- IF YES, WHICH FEATURES AFFECT YOU MOST BEFORE BUY YOUR

PREFERED BRAND ?

COMFORT PRICE STYLE

LIGHT-WEIGHT DURABILITY ANY OTHER-

94
 MORE THAN ONE FACTOR(PLEASE SPECIFY)-

5- IIF NO, WHAT KIND OF CHANGES YOU WOULD LIKE TO SUGGEST FOR

“ACTION SHOES” ?

MORE PRODUCT RANGE LOW PRICE RANGE

DESIGN/STYLE

CANGE IN PROMOTIONAL ACTIVITIES

6-HOW MUCH YOU CAN AFFORD FOR YOUR DREAM SHOE ?

LESS THAN 1000 RS. 1000-2000 RS.

2000-4000 RS. 4000-6000 RS

MORE THAN 6000 RS

95
7- WHERE DO YOU LIKE TO GO FOR BUY A SHOE ?

NEAR BY SHOES SHOP BRANDED SHOWROOM

SHOPPING MALL ON LINE

8-HAVE YOU EVER BUY “ACTION SHOES” ?

YES NO

9- IF NO,WHY ?

LACK OF ADVERTISEMENT LOW PRODUCT RANGE

NOT STYLISH HIGH PRICE RANGE

WEIGHT AND COLOUR OTHERS (PLEASE SPECIFY)

10- WHAT PRICE RANGE DO YOU USUALLY PAY FOR “ACTION SHOES” ?

LESS THAN 1000 RS 1000-1500 RS

1500-2000 RS RANGE DOESN’T MATTER

96
11- MOST PREFERED BRAND OF ACTION AMONG PEOPLE YOU KNOW ?

CAMPUS MILANO HEALTH PLUS

FLOTTER MICRO FLY FLOAT

12- WHAT TYPES OF PROMPTIONAL TOOL YOU PREFER ?

LUCKEY COUPON FREE GIFT

DISCOUNT BUY ONE GET ONE FREE

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