Anda di halaman 1dari 126

A Project Study Report On

A Study on Consumer Preference for Branded Shoes

Submitted in partial fulfillment for the Award of degree of Master of Business Administration

Submitted to: Mrs. Meenal Sukhlecha (Asst. Professor)

Submitted by:Deepali Tripathi MBA Part 2



This is to certify that the project work entitled A study on consumer preference for branded shoes piece of work done by Deepali Tripathi, student of Subodh Institute of Management & Career Studies, under my guidance and supervision for the partial fulfillment of the course MBA. To the best of my knowledge and belief the thesis embodies the work of the candidate himself and has been duly completed. Simultaneously, the thesis fulfills the requirements of the rules and regulations related to the winter internship of the institute and I am assured that the project is up- to the standard both in respect to the contents and language for being referred to the examiner.

Mrs. Meenal Sukhlecha

(Asst. Professor)


I,Deepali Tripathi, a student of MBA of Subodh Institute of Management & Career Studies hereby declares that the project report under title A study on consumer preference for branded shoes is my own work. It is the analysis of the big scale sector of branded shoes. The survey was conducted so as to analyze the big scale sector prevailing in the current industry and the improvement that can be made upon it. All care has been taken to keep this report error free and I sincerely regret for any unintended discrepancies that might have crept into this report. I shall be highly obliged if errors (if any) be brought to my attention.

Thank You Deepali Tripathi

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 so 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 jaipur 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.


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 Mrs. MEENAL SUKHLECHA Faculty MBA; 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. . Credit also goes to all my friends whose encouragement kept me in good stead. Their continuous support has given me the strength and confidence to complete the project without any difficulty. Last of all but not the least I would like to acknowledge my gratitude to the respondents without whom this survey would have been incomplete.

With Sincere Regards, DEEPALI TRIPATHI



Introduction to the industry

7 - 48


Introduction to the company

49 - 79


Research methodology

80 - 85


Fact and findings



Analysis and interpretation

87 - 109



110 - 112





Suggestions and Recommendations

114 - 115



116 - 120






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 few straps for holding the sole in place. Closed footwear, such as boots, 8

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

Types of shoes Dress and casual shoes Dress shoes are categorized by smooth and supple leather uppers, leather soles, and narrow sleek shape. Casual shoes are characterized by sturdy leather uppers, non-leather outsoles, and wide profile. 9

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, a high-topped shoe is secured by laces or zippers, 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. The word "Oxford" is used by American clothing companies to market shoes that are not Oxfords, such as rubber-sole bluchers.

Blchers - 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:

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 10

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 is 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

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.
o o o

Ice skates Roller skates 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 skateboarders feet. Many young people wear them for comfort.

Cycling shoes are equipped with a metal cleat to interface with clipless 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 footbeds, 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. Ballet slippers are usually secured by elastic straps. They are most commonly pink, white, black, or pale tan, although they may be made in specialty colours such as red oor blue.


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 dry outdoors. First worn in the middle ages, they continued in use even into the early 20th century. 14

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


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.





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



WARRANTY For 1 year



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. 18

PLACE WHERE WE ARE LOCATED Headquaters in delhi supportedby multiple manufacturing and development units in states like Rajasthan. 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 Maharashtra Bihar West Bengal Andhra Pradesh Tamilnadu Madhya Pradesh Rajasthan Karnataka Gujarat 19

Orissa Kerala Punjab Haryana 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.



segmentation / target marketing







hiring carriage from independent carriers



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 22

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. 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, molding 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.

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. 24

Leather a type used for the soles on formal footwear. Crust a section of the skin, under the surface. Structures Upper Sole Lining

Materials Leather Smooth leather Textile Other materials

Customer promise:
A very personal service Our professional specialized 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.


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. 4. (Lv 3, Bigger Rushing) 26

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 SEGMENT A market segment consists of a group of customers who share a similar set wants.


The marketer does not create the segments; the marketers 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.


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 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 28

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.



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





from Rs. 999

from Rs. 1599


from Rs. 799

from Rs. 1399


from Rs. 599

from Rs. 1199

Competitive 5 Forces model:


The five forces model 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.

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. Porters 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. value of the organization: To illustrate the approach, we can briefly compare it to two other widely used

business process design approaches, 1) work activity and, 2) functional

Work Activity Based

A work activity based approach is a process design based purely on some set of activities supporting a workflow. transforms or creates an object. An activity is defined as some effort that

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.


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. will better align your enterprise to its customers. The theory is that the processbased activities, especially in the case of a value chain based process design,

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 customers needs.

Michael Porters Value chain 33

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
M a n a g e V e n d o rs & P r o v id e S o u r c in g

P r o v id e Q u o t e s

P r o v id e A g g r e g a te P r ic in g

C u s to m e r

C h a n n e ls S a le s F o rc e C a ll C e n te r G 2G Exchange

P r o v id e P la n n in g & R e q . D e f in it io n S u p p o rt M a n a g e F u n d in g & C o n t r a c t in g

D e v e lo p S o u r c in g S t r a t e g ie s B2G Exchange A cct R eps S u p p o rt S ta ff

P ro c e s s O rd e rs

P ro c u re P ro d u c ts o r S e r v ic e s

P ro c e s s P a y m e n ts

S u p p lie r s / V e n d o rs

D is p o s e o f G o v . A s s e ts

T r a c k /A d ju s t O r d e r s

P r o v id e O p e r . & M a in t . S e r v ic e s

K ey:

O u t o f s c o p e in P h a s e 1

M a n a g e P r o je c ts P u rc h a s e rs

P h a s e 1 V a lu e C h a in A n a ly s is F o c u s

P r o v id e L o g is t ic s

P h a s e 1 V a lu e C h a in A lig n m e n t A r e a s

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: 34

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 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:






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.


Performance management measures are ordained by the organizations 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.

Hierarchy of Performance

Values Chain & Coalition Perf ormance

Team Performance Individual Performance



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 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

1. Cultural factors: - Culture: It is the fundamental determinant of a persons 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.


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 persons 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 belong 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 important consumer buying organization in society and family members constitute the most influential primary reference group. Family members influence buying decisions. In the traditional joint family grandparents. 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 of 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 buyers 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 persons 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?

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: -

FREUDS Theory: - Sigmund Freud assumed that the psychological shaping

peoples behavior is largely unconscious and that a person cant fully understand his or her own motivation. A technique is called laddering can be used to trace a persons motivation from the stated instrumental ones to the more terminal ones. Then the marketer can decide at what level to develop the message & appeal.

MASLOWS 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.

HERZBERGS Theory: - Fredrick Herzberg developed a two factor theory that

distinguishes between Dissatisfiers (factor that cause dissatisfaction) & Satisfier 41

(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.

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 stimulis relation to the surrounding field and on conditions within the individuals. In marketing, perceptions are more important than the reality. It will affect consumers actual behavior. It has three processes: Selective attention: It means that marketer have to work hard to attract the consumers notice. People like following types of stimuli: 1. That relate to a current need (Which thing want to buy that ads 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 information in a way that will fit our preconceptions. It can work to the advantage of marketers with strong brand when consumers distort neutral brand information 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 information 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.

Consumer Psychology
-Motivation -Perception -Learning -Memory

Marketing stimuli
-Product & services - Price -Distribution & Communication

Other stimuli
-Economic -Tech. -Political - Cultural

Buying decision process

-Problem recognition - Inf. search -Evaluation of


Consumer Characteristics -Cultural

-Social - Personal

-Purchase decision -Post purchase


Purchase decision


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


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:

Problem Recognition

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 Londons Restaurant: HOT NOW: Sign that hot food every time.

Marketers need to identify the circumstances that trigger a particular need by gathering inf. from a no. of consumer.

Information 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 person hold about something. And an attitude is persons enduring favorable or nonfavorable evaluation, emotion feeling, Action tendency towards some action & idea. 45

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-decisions: Brand, Dealer, Quantity, Timing & payment method.

Purchase decision

Attitudes of others

Unanticipated situational factor

Purchase intention

Evaluation of alternatives

Steps between evaluation of alternatives and a purchase decision

A consumers decision to modify, postpone, or avoid a purchase decision is heavily influenced by risks, they are following: 46

Functional risk: The product does not perform up to expectation. Physical Risk: The products negative effect on the consumers or others 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 TATAs Lakhtakia car.)

Post purchase behavior : After the purchase the consumer might experience about the marketing strategies. Marketing communication should supply beliefs & evaluations that support the consumers choice & help him or her feel good about the brand. Post purchase satisfaction: Satisfaction is a function of the closeness between expectation & the product performance. Post purchase action: It depends on the consumers satisfaction. If he/she Post purchase use & disposal: marketers should also monitor how buyers use & dispose of the product.




Sunshi -ne


Nutriti -on






Contem -porary


Innovative Refres -hing Useful

Hypothetical dole mental map




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. 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 "giveaway" 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 Juliana. 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 50

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. Woodland Enterprises



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. 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. Its 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 exclusive stores across the Indian Sub-continent in addition to a distribution network covering over a thousand stores across the country.



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 kids shoes are also available in different colures like red, velvety-brown, white, blue etc. but they are priced high.

Long and durable: 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 dont 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.


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

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


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



Sandals:These sandals are stylish in design with fantastic colors 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 colored kids 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



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 2011-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 2011 to strengthen its presence in the country. The new stores would come up in metros and TierI 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.


The company is also considering strategic tie-ups and outsourcing work to some partners in the southern states.


Warranty period:The Showrooms also offer warranty for the footwear ranging from 6 months to almost 1 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. 61


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 Indias 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 Subcontinent.


Following are the countries in which woodland brand have established their market:-


Large winter boots factory in Quebec

Lasting / finishing in Quebec uses American lasts/ sole/ fitting marketing in Canada.

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.


Introduction Adidas is a German sports apparel manufacturer, part of the Adidas-Salomon Corporation. Adidas was named after its founder, Adolph (Adi) Dassler, 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, Adies 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. 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 thencurrent 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 Sant 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.


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)


In 2003, Adidas filed a lawsuit in British court challenging Fitness World Tracings use of a two-stripe motif similar to Adidas's three stripes. The court ruled that 66

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.

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. 67

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."



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.


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.

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 prorated 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 preapproved 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 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.


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:

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 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 mans 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 mans 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 mans attention to quality running shoes and the burgeoning opinion that highquality/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. 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 75

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 $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 consumers 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.



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 India. :Uses latest technology. : Available for men, women and kids. 78

: Known for good quality.

LIBERTY : Their main foray is in mens shoes and childrens 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.

Available with different fragrances (mild & strong) 79

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.



Research problems: A Study On Consumer Preference For Branded Shoes


Research methodology: Exploratory method Sampling Methods: Random Simple Sampling Sample size: Primary data: 40 Customers Interview through Questionnaire

While deciding about the sample of the project, it is required from the researchers 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 Jaipur area. b) Source of data: Data required for the study was collected through primary sources i.e. Market Survey. and the market area is Jaipur 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.



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.


Actually data is of two kinds which are followinga) 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.



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.

The research study tends to follow and achieve specific objectives. The objectives of this particular study are: To know the personal views of jaipur 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.



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 informations regarding our questionnaire.

Another problem which I face was that people were hesitating to give information about their views freely.



A survey was conducted to find out the demand & supply analysis,production analysis & market share captured by woodland shoes.

JAIPUR : 40 Customers. 7 retailers The survey was conducted in woodland outlet, small retailers, adidas outlet, rebook, Wholesalers, students, relatives & amongst peer group. To conduct a survey two questionnaires prepared by group one for retailers & one for customers. The retailers questions are based on availability, durability, production, demand, supply, profits margin &their suggestions regarding product. The customers questions are based on availability, preferences, prices, variety, durability & their suggestions regarding product. .



Consumer reaction suggests that Adidas is the marker leader among all its close counterparts in the sport shoes and apparel segments.

NIKE is chasing its position most aggressively so now it requires maintaining its position with new stuff.

ADIDAS has been major competitor for NIKE and REEBOK. 60% Customers are still pro NIKE believer. The new stuff of the ADIDAS is attracting the consumers more which might lead ADIDAS at the top spot in the pack in coming financial year.

Consumers are not showing that kind of craze in ACTION for the past few years, probably it could be because of the aggressive attention snatched by brands like NIKE, ADIDAS and WOODLAND especially in India.

Celebrities also affect the sale of brand .ADIDAS shoes promoted by David Beckham.

72% respondents take their buying decision after considering the advertisement of brand.

Most of respondents prefer to purchase shoes from exclusive showrooms. Businessman, serviceman and professionals prefer to wear forma l shoes because of status and students like to wear only sports and casual branded shoe





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 2010-11

April to ju ne 600 850 500 700 1100 1150 800 950 July to sept Oct to Dec Jan to March

1200 1000 800 600 400 200 0



April to June

July to Sept

Oct to Dec

Jan to March



The area selected for woodland shoes survey is Jaipur, The results we caught from a survey is the demand for woodland shoes is high in A class areas like Tonk Road & GT while it is low in developing areas like jaipur . 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 Jaipur


Mens market 66

Kids 13

Womens 21


Customer satisfaction as per survey results

The customers survey was conducted in 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

No. Of People

Satisfied Unsatisfied

Availability 14 26

Durability 28 12

price 16 24

Advertising 11 11

variety 27 27



Customer preferences as per survey result

The results found in a survey regarding customers choice of brands are among 40 peoples 14 are with woodland, 9 with metro, 5 with 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.

People in 40

woodland 14

Reebok 9

Bata 5

Adidas 4

Others 8

woodland Reebok Bata Addidas Others



BRAND Reebok Adidas Action Nike Others

PERCECENTAGE (%) 34 28 9 26 3

FREQUENCY 34 28 9 26 3

40 35 30 25 20 15 10 5 0

34 28 26

9 3


Adidas Reebok Adidas

Action Action

Nike Nike Others


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



Yes No

98.6 1.4

148 2

1.4, 1% Yes No 98.6, 99%

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



OPTION Yes No No comment

PERCENTAGE (%) 64 19 17

FREQUENCY 96 29 25

PR E T E ) E C N AG (%

17% Yes N o 19% 64% N C MET O O MN

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



Same brand Cheaper brand Any other brand

58 16 26

87 23 40

90 80 70 60 50 40 30 20 10 0

87 58



40 26


Same brand

FREQUENCY Cheaper brand Any other brand

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



Comfort Price Durability Use in sports Any other

68 4 16 10 2

102 6 25 15 2

80 70 60 50 40 30 20 10 0


16 4 Comfort

10 2



Use in sports

Any other

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.



Quality Price Durability Variety Any other

74 5 13 8 0

111 8 20 11 0

80 70 60 50 40 30 20 10 0


13 5 Quality Price
Quality Price

8 0


Variety Any other

Any other

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




Yes No

44 56

66 84

44% 56%

Yes N o

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



Yes No

69 31

104 46


31% Yes No 69%

COMMENT: Advertisement plays a crucial role in the brand selection



Lucky coupon Free gift Discount Buy one get one free

11 14 60 15

14 22 91 23

100 90 80 70 60 50 40 30 20 10 0



11 14





Luc k y c oopen F ree G ift

Dis c ount

B uy one get one free

P E R CE N TA G E (% F RE Q U E NC Y )

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


Yes No 23 77 34 116






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


Yes No

52 48

79 71







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


Yes No

70 30

106 44

3% 0

7% 0

Ys e

N o


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


Yes No

83 17

125 25

17% 83%




COMMENTS: weight proved its importance in purchasing of the shoe. Most of the users preferred to wear lighter shoe.

14.How often do you wash your sport shoes due to bad odor?
Once a week Once a month More than a month

20 15 Once a week 10 5 0 Once a week Once a month More than a month Once a month More than a month

male 18 2 5

female 16 6 5


15. For what purpose you use your sport shoes?

Heavy exercises Jogging / light exercise Fashion

20 15 10 5 0 Heavy exercises Jogging / light exercise Fashion

Heavy exercises Jogging / light exercise Fashion male 3 15 7 female 1 16 10


16. What kind of inner shoe padding you would prefer?

Regular Soft Acupressure
18 16 14 12 10 8 6 4 2 0 Regular Soft Acupressure male 10 7 8 female 3 17 7 Regular Soft Acupressure

17. In leather shoes you will prefer laces?

Yes No


18 16 14 12 10 8 6 4 2 0 Yes No male 9 16 female 14 13 Yes No

18. Size of heals preferred?

1 inch more than 1 inch

25 20 15 10 5 0 1 inches more than 1 inches

1 inches more than 1 inches

male 21 4

female 16 11

19. Color preference (formal shoes)?


20 15 male 10 female 5 0 male female

black 19 17

brown 4

white 2 4

light pink

skin colur

20. Color preference (sport shoes)?

25 20 15 10 5 0 male female male female

white 21 19

blue 1

grey 1 1


black 3

21. Is woodland a good name for a sport shoes?

yes no


16 14 12 10 8 6 4 2 0 yes no male 15 10 female 13 14 yes no


STRENGTHS: The strength of the companys 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. 114

As they are more into formal shoes so youngsters are less attracted. 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 115


Lee cooper. In unorganized sector following are the brands: Trekking Nicholas


Woodland has slowly but steadily carved its place in the world of shoes.

This is a well-known brand in mens footwear.

Because of many other big brands in the market woodland shoes should come up with new marketing strategy.

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


Suggestions & Recommendati on


Research finding After assessing the overall Market scenarios what came in picture was As follows:

Consumer reactions suggest that Nike is the market leader among all its close counterparts in the sports shoe and apparel segments. 34% market capture is still under its kitty. After its sponsorship to major sports events and teams like soccer in Europe and cricket in India give it an extra edge. People are still expecting something more from Nike Adidas is chasing its position most aggressively 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 . only 8% market has been covered by reebok in recent past. That is miserable as per its standard 119

Reasons being its restrictive manufacturing in india, and the cost of the products are not affordable as compared to european and u.s market



Q.1 Do you prefer wearing sport shoes? (a) Yes (b) No

Q.2 Which brand you prefer? (a) (c) (e) Nike Reebok Any other (b) (d) Adidas Action

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) (c) Yes No comment (b) No

Q.5 If the price of your preferred brand increases will you purchase again? (a) (c) Same brand Any other brand (b) Cheaper brand

Q.6 how do you consider the importance of sport shoes? (a) Comfort 121 (b) Price

(c) (e)

Durability Any other


Use in sport

Q.7 what factors influence you to go for a particular brand? (a) (c) (e) Quality Price Promotion (b) (d) Durability Variety

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) (c) Lucky coupon Discount (b) (d) Free gift

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? 122





Q.14 Do you think weight is a factor for choosing brand? (a) Yes (b) No


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? 123

a) Yes

b) No

5. Do you feel the prices are high?

a) Yes

b) No

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 d) Metro

c) Bata

e) M&B footwear f) local brands.

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

. . .

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


BOOKS: Marketing Research Marketing Research Marketing Management By: G. C. Beri By: Boyd and Stasch By: Philip Kotler