The Indian footwear market is segmented between organized and unorganized segment. The organized segment caters to about 1/3rd of the market while the rest 2/3 rd is fetched by small unorganized players. India is the second largest producer of footwear next to China. The organized sector is represented by major domestic and international players like
FROM
2007-08 TO 2010-11
2008-09 2009-10 2010-11
2007-08
Leather
Footwear Garments Leather Goods Saddlery & Harness Total
688.05
1212.25 308.98 690.66 81.85 2981.79
726.85
1967.88 358.53 733.34 105.66 3892.26
785.00
2597.60 372.87 798.69 127.85 4682.01
847.80
3428.83 387.78 870.06 154.70 5689.17
915.63
4526.05 403.30 948.04 187.19 6980.21
India has emerged in recent years as a relatively sophisticated low to medium cost supplier to world markets
The leather industry in India has been targeted by the Central Government as an engine for economic growth.
Footwear Industry
COMPANY PROFILE
Business Type : Manufacturer / Supplier
Products
Supplier
and Sport goods, cricket bats, english willow cricket bats, cricket balls, cricket batting pads
Manufacturer
Contact Details
Company Name : Address : Star Impact Pvt. Ltd. Near Ludhiana by pass,
Contact Person :
Mobile :
+919781447860
At Star Impact Pvt. Ltd. you have got to be sporty. At Star Impact Pvt. Ltd. the brand awarding is been taken rather seriously at its headquarters. Star Impact Pvt. Ltd. wants to bring inline skates into India.
ADVERTISING
MANUFACTURING UNIT
AIM/OBJECTIVES OF THE MARKET STUDY To understand why customers buys a particular product. To know the marketing opportunities To understand marketing problems To help in the selection of right course of actions To know about customers acceptance of the product To understand the distribution network To forecast the probable volume of the future sales. To analyze the excepted market share To assess competitive slight policies
RESEARCH METHODOLOGY
RESEARCH DESIGN The type of research design involved in this study is descriptive research studies. DESCRIPTIVE RESEARCH STUDIES: Study concerned individual, group or situation are all example of descriptive research studies. Most of the social research studies come under this category from the point of view of the research design.
DATA COLLECTION METHOD: Primary data is the data gathered for the first time by the researcher by using questionnaire. Secondary data, on the other hand, is those which have already been collected by someone else and which already been passed through the statistical process. RESEARCH INSTRUMENTS: Instrument : Questionnaires (personal administered) Instrument Design : close ended Question are used in questionnaires.
QUESTIONNAIRE DESIGN A well structured questionnaire was used for this study. The types of questions used in the questionnaire were multiple-choice questions. SAMPLEING PLAN: Sampling technique : Cluster sample Sample size : 100 units
SAMPLING SIZE: The total numbers of respondents are termed as sample size. The sample size for this analysis is 100 respondents.
1. Which of the following in your opinion portrays itself as the best before consumers?
Marketing Strategy
Frequency Valid Star Impact Pvt. Ltd. Nike Reebok Others Total 40 33 18 9 100 Percent 40.0 33.0 18.0 9.0 100.0 Valid Percent 40.0 33.0 18.0 9.0 100.0 Cumulative Percent 40.0 73.0 91.0 100.0
Factors
Alternative
Frequency Valid nike reebok fila new balance puma Total 31 22 10 9 28 100
Brand Ambassador
Frequency Valid strongly agree agree neutral disagree strongly disagree Total 9 39 21 28 3 100
Sales Promotion Cumulative Frequency Valid discount offers sponsorship advertisements online shopping @ Shop Star Impact Pvt. Ltd. brand Total 8 35 100 8.0 35.0 100.0 8.0 35.0 100.0 65.0 100.0 23 12 22 Percent 23.0 12.0 22.0 Valid Percent 23.0 12.0 22.0 Percent 23.0 35.0 57.0
Most purchased products Frequency Valid shoes caps t-shirt pullovers tracksuits Total 42 10 30 8 10 100 Percent 42.0 10.0 30.0 8.0 10.0 100.0 Valid Percent 42.0 10.0 30.0 8.0 10.0 100.0 Cumulative Percent 42.0 52.0 82.0 90.0 100.0
Valid
strongly agree
agree neither agree or disagree disagree strongly disagree
9
39 21 28 3 100
9.0
39.0 21.0 28.0 3.0 100.0
9.0
39.0 21.0 28.0 3.0 100.0
9.0
48.0 69.0 97.0 100.0
Total
Threats: Star Impact does not have strong distribution network as compare to Nike and Reebok in India. Conclusions: Star Impact in INDIA has always been driven by its Value-for-money strategy. The company needs to identify critical success factory and work assiduously towards achieving it.
ideas
into
Following tips are helpful in combating competition: Do not nature and PARADIGMS because today anything is possible. Search for newer markets than expanding your customer base. Come out with state of the art, feature packed affordable and competitive advantageous products. Set Benchmarks for growth. Improve up on distribution channels for viable coverage of the market.
The strategic intent should be clear down the management. Work on your strengths i.e. Infrastructure, financial base, backward integration. POP and MERCHANDISING material should be made as per international market. CORPORATE TRAINING PROGRAMMEA for Development of manpower from external faculty.
THE FUTURE
But the battle has only started, and the foreign sports companies are here for the long term. They can sustain losses for years to come in order to gain market share.
Star Impact in INDIA has always been driven by its Value for-money strategy.
The company needs to identify critical success factory and work assiduously towards achieving it.
THANK
YOU