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This is to certify that marketing project report entitled
STUDY OF SHOE INDUSTRY AND SEGMENTATION FOR INTRODUCTION OF NEW COMPANY which is submitted by MOHD. ADIL KHAN, MAYANK SONDHI, MEENAKSHI SHARMA, MANISH SHARMA AND MAIDAN SINGH in partial fulfillment of requirement in internal assessment for B.B.A. second year in Department of Management Studies of Anand Engineering College, Keetham, Agra is a record of the candidates own work carried out by them under my supervision. The matter embodied in this project is original and has not been submitted by any other for internal assessment.
Project Guide & Coordinator
NameSignaturesDateMr. Bhanu Pratap Singh
P. Rakesh Shukla for extending his support. Pradeep Pathak Asst.ACKNOWLEDGEMENT The architecture of success stands on a strong foundation made up of strenuous hard work. of Soil Science R.C. M.L. determination.B. Mumbai for their support. Mkt. Soil sci. Our deep senses of gratitude to Dr. We would also thank my Institution and my faculty members without whom this project would have been a distant reality. We also extend my heartfelt thanks to our families and well wishing friends.A. D. .S. We express our thanks to the Sales Manager of BATA Mr. Our deepest thanks to lecturer Mr. Mayank Gaur (M.S. B. He has taken pain to go through the project and make necessary corrections as and when needed.M. Area Manager of N. This word of acknowledgement is to express our deep sense of gratitude to all those luminaries and unseen hands without whose support the completion of this dissertation would not have been materialized. Singh the guide of the project for guiding and correcting various documents of ours with attention and care. & Ph. College Bichpuri and Mr. Agri. presence of mind and above all timely advice from the learned and experienced people.Sc.B.) Lecturer Dept.
. its nature and characteristics. In our project we have told about the shoel market. market conditions and segmentation. This study is done to know the market conditions and market segmentation of shoe industry.ABSTRACT In our project we have tried to make a detailed study of shoe industry and segmentation for introduction of new company.
ADIL KHAN MAYANK SONDI (81336) (81334) MEENAKSHI SHARMA (81335) MANISH SHARMA MAIDAN SINGH (81333) (81332) . Any preferences to work done by any other person or institution or any other material obtained from other sources have been duly cited & referenced. It is farther to state that this work is not submitted any were else for any examination. Name of students Roll No. Signatures of students MOHD.DECLERATION We hear by declared that this project report entitled STUDY OF SHOE INDUSTRY AND SEGMENTATION FOR INTRODUCTION OF NEW COMPANY submitted by us is based on actual work carried out by us under guidance and supervision of Mr. Bhanu Pratap Singh.
Canada. In monetary terms the market shows a different picture as Asia lies behind Europe and North America but irony to the situation is that Asia is the leader in terms of shoes consumption and market. while Asia pacific consists of Australia. Asia Pacific and Europe. women s and children s shoes. Asia including India Subcontinent is the largest market for SHOES in terms of consumption. . The shoe market consists of the total revenues generated through the sale of all type of men s. Americas consist of Brazil. France. It would not be exaggerating to say that globally the shoe industry is having expanding market rather it is axiomatic. India and Japan. The global figure includes the Americas. and Germany etc. Europe comprises of Czech Republic. Mexico and US. According to the report published by SATRA. China. Denmark. As the world population increases so the living standards of people rise thus increasing the demand of shoes. Next to Asia is Americas and then followed by Europe and rest of the world.INTRODUCTION Shoe business is huge and increasingly diversified business driven by a host of demographic lifestyle. It is merely because of the population density in the Asia. and fashion trends.
Overall the shoe production is highly concentrated in Asian market and the consumption in the US and European market.China is the largest producer and exporter of shoes and it is also the biggest consumer of footwear by virtue of the size of its population. According to SATRA (Shoe and allied trade research association. Consumption (Millions pairs) Asia (all) Americas Europe (all) Rest of world Total of 1998 2000 2002 2004 2008 4744 3011 2239 5222 3274 2396 1187 5474 3279 2544 1172 12469 5840 3433 2717 1317 13307 6528 3611 2886 1399 14424 the 1086 11080 12079 . UK) the global trend of footwear industry are as follows.
INDIAN SCENERIO The Footwear Industry is a significant chunk of the Leather industry in India. The Indian Footwear Industry is all set for leveraging its strengths towards maximizing benefits. The industry is labor intensive and is concentrated in the small and cottage industry sectors. While leather shoes and uppers are concentrated in large-scale units. large human capital with expertise and technology base. quality finished leather. the sandals and chappals are produced in the household and cottage sector. Strength of India in the footwear sector originates from its command on reliable supply of resources in the form of raw hides and skins. India produces more of gents footwear while the world s major production is in ladies footwear. particularly for mid and . large installed capacities for production of finished leather & footwear. proven strength to produce footwear for global brand leaders and acquired technology competence. use of non-leather material is used to manufacture these in the domestic market. India ranks second among the footwear producing countries next to China. The industry is on the edge of adopting the modern and state-of-the-art technology to suit the exacting international requirements and standards. In the case of chappals and sandals. skilled manpower and relatively low cost labor.
Ambur. In fact. Kanpur and Delhi with most of their production for export. Relexo. Reebok and NIKE. Agra. The footwear industry exists both in the traditional as well as modern sector. Presently the key players in Indian market are Bata. . While the traditional sector is spread throughout the country with clusters of concentration catering largely to the domestic market. Liberty. Assembly line production is organized. Action. this sector has opened up plenty of employment opportunities for women who have no previous experience. Ranipat. India has the competitive advantage over other countries in the form of materials and skilled manpower. and about 90% of the workforces in the mechanized sector in South India consist of women. Adidas. the modern sector is largely confined to selected centers like Chennai.high priced footwear segments.
606 billion. The Indian footwear retail market is expected to grow at a CAGR of over 20% for the period spanning from 2008 to 2011. .SHOE INDUSTRY PEST ANALYSIS Political Recent merger between Adidas and Reebok. Footwear is expected to comprise about 60% of the total leather exports by 2011 from over 38% in 2006-07. Lack of targeting of market segments for kids and women. Home market lobbying/pressure groups. Economic Marginal share of 2. Very few sporting events apart from cricket fixtures to attract customers. Estimated target of 12 bn $ (7bn $ export + 5 bn $ domestic) trade by the year 2012 overseas economies and trends.44 percent in global trade worth US$ 97. Seasonality issues ± sports is more of a rage in summers. Growing middle class and growing buyer power leading customers to look for branded shoes.
licensing. and a huge consumption market Research funding in design and requirements Manufacturing maturity and capacity Information and communications Consumer buying mechanisms/technology Innovation potential Technology access. patents .Social Lifestyle trends ± upward shift. Demographics Consumer attitudes and opinions changing favorably towards branded shoes Media views Consumer buying patterns Fashion and role models Buying access and trends Advertising and publicity Technological Competing technology development India offers benefits like low cost of production. abundant raw material.
SWOT ANALYSIS OF SHOE INDUSTRY Strengths Existence of more than sufficient productive capacity in Tanning Easy availability to Export Market Export Friendly government policies Well established linkage with buyers in EU and USA Weaknesses Environmental Problem Delay in delieveries Uneconomical size of manufacturing units Non availability of quality footwear components Little Brand Image Opportunities De-reservation of the footwear sector Growing fashion consciousness globally Growing international and domestic market Use of modern technology Exhibit strengths in manufacturing .as many business are family owned .eg. strength in classic shoe manufacturing Threats Entry of multinational in domestic market Stiff competition from other countries Limited scope for mobilising funds through private placement and public issues.
MAJOR PLAYERS IN SHOE MARKET PUMA NIKE WOODLAND ADIDAS BATA RELAX0 LIBERTY ACTION .
625 billion and the 2007 figure was listed about $ 15. Company¶s revenue for 2006 was listed at about US $ 13. supplying and exporting of the footwear¶s. Taylor Made-Adidas Golf Company. and Rockport.6 billion. is a leading leather shoes brand and is engaged in the manufacturing.COMPANIES PROFILE ADIDAS: Adidas ltd is a German sports apparel manufacturer and part of the Adidas group. It has more than 170 subsidiaries guarantee marketplace presence for Adidas products around the world. . Liberty: Liberty shoes ltd. Adidas is the largest sportswear manufacturer in Europe and the second largest sportswear manufacturer in the world. It is the only Indian leather shoe brand that occupies fifth ranking among the top shoes manufacturing companies in the world. which consist of Reebok Sportswear Company.
Bata: Bata industry is a specialized division of the world¶s largest shoe manufacturer: the Bata shoe Organization (BSO). Bata India is a manufacturer of footwear. The company also markets apparel under the brand names of North Star. India. leather and plastic footwear. Performance. The acquisition of Reebok by Adidas-Salomon was completed in January 2006. as well as footwear and apparel for non-athletic use. It is headquartered in canton. marketing and distribution of sports and fitness products including footwear. Power and Ambassador.Reebok: Reebok specializes in the design. canvas. Reebok has operations in the UK. Each of these product categories features product offerings for both men and women that are designed for specific consumer groups. The company has three main product categories: Rbk. Bata industries have operations and production facilities in most of the countries worldwide. It is headquartered in West Bengal. . and Classic. Bata India Limited is the largest footwear retailer in India. Types of footwear offered by the company include rubber. Europe and in various and in various Asian countries. apparel and accessories. Massachusetts. Bata India has five manufacturing plants and acquires its leather from two tanneries in Mokamehghat (Bihar) and Batanagar.
. you are the guy who will decide where to go. You can steer yourself IN ANY DIRECTION You choose. and You know what you know.INTRODUCTION OF NEW COMPANY IN SHOE MARKET Company Name- COX ´Comfort Occult Xtraordinaryµ Company Logo- be AheAd COX SHOES If your feet is in your shoes. You are on your own.
Nike. As this is a new product with new additional features of fragrance pad and acu pressure points in the sports shoes for the first time. Cox shoes avid range of fragrance pad gives the consumers a varied range to choose from.e.00 is set. and features. Direct marketing and Public relation are used to build a brand image and increase the sales volume. Sales promotion.EXECUTIVE SUMMARY We know that a person can be best described with his shoes. by comparing quality. So. Action. 1level and 2 level has been selected for the product to reach the entire targeted segment. with Adidas. so reasonable Price is set based largely on competitor s price. Additional materials like KELVAR have been used to enhance the quality. (The inner part of fragrance pad is so designed that it will fit only to COX shoes) Cox shoes feature of acupressure will not only seek to health problems but also dilutes problems of leg sprains and muscle strains. Determining all these factors Price range of product: Rs1500. Promotion mix like Advertising. Our product is compared with products in upper middle and lower middle category i.These days in our hectic lives.00 to 4000. . Distribution channels like zero-level. we face a general problem of bad odour from a pair of shoes worn by us for long duration . to overcome this problem we have come up with a solution for you COX SHOES . Reebok etc also As the product has special feature like acupressure points and fragrance pad it will be characterized by high level of perceived quality and features with price just high enough but not out of customer s reach.People sitting close to us or in our nearby surrounding start getting irritated as well as they get bad smell that is more than difficult to bear up. we have come up with a unique and simple product COX SHOES .
ABOUT THE PRODUCT y COX shoes behave like an extension of the foot. . y The fragrance provided with the shoes will save the user from embarrassments arising from bad odour. (the inner part of fragrance pad is so designed that it will fit only to COX shoes). y Cox shoes provide the user with a comfortableness and uniqueness to the maximum. which is a complex structure of bone. muscle and fatty tissues. y Cox shoes avid range of fragrance pad gives the consumers a varied range to choose from. y Cox shoes feature of acupressure will not only seek to health problems but also dilutes problems of leg sprains and muscle strains.
M. User status: Non user. Gender: Male and female both. Life-style: Sport-oriented. Income: earning above Rs 20000 thousand P. Athletes. new and better products.SEGMENTATION Geographic City: More focus on metro cities because people believe in trying innovative. after sell service. . Behavioral: Benefits: Quality. first time user. service. Demographic: Age: 14 years and above. potential user. Occupation: Students. Psychographic: Socio-economic: Upper-middle and Lower-middle. outdoor oriented.
com .BIBLIOFRAPHY www.com www.scrbd.actionshoes.bigshoebazaar.com www.com www.com www.relexofootwear.in www.libertyshoes.com www.adidas.nike.bata.com www.
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