ARMY INSTITUTE OF MANAGEMENT & TECHNOLOGY,

GREATER NOIDA

MARKETING MANAGEMENT ASSIGNMENT

SUBMITTED TO – DR. MOHD YASEEN KHAN

SUBMITTED BY – BHARTI SHARMA

SECTION – A

PRODUCT – LEATHER FOOTWEAR ( SHOES )

 INTRODUCTION
The Traditional Shoemaking Industry of Agra
‘Almost every fifth pair of shoes in the world is made in Agra.’
—A local shoemaker, Agra
Any mention of the city of Agra conjures up the image of the Taj Mahal
every time. However, Agra has more to it than just this World Heritage
Site, the shoemaking industry being one other feather on its cap.
The history of the shoemakers of Agra is indeed an interesting one.
After the establishment of Mughal rule in India in 1526, Agra was one
of the important centres of trade and commerce, just like Delhi,
Srinagar and Lahore. Given their fondness for food and a long heritage
of cuisines, it was no surprise that the Mughals sourced ingredients
from far-off places, for instance, 'hing' (Asafoetida) was imported from
Afghanistan and Iran, packed in leather containers called mushak.
These mushaks were discarded once their purpose was served. The
craftsmen of Agra soon realized that these leather bags could be
reused for making footwear. Thus began the footwear industry in Agra.
Even today, one of the main markets for footwear in the city goes by
the name 'Hing Ki Mandi', with over 5000 shops.
Shoemaking was prosperous industry under the Mughals and
continued to thrive during the British period. While initially the
shoemakers worked exclusively to produce embroidered footwear in
velvet and silk cloth studded with golden threads, sold under the name
'Salem Shahis', later they also started making footwear for the British
army. Under the British, there was also increased demands of other
items such as bags, belts, buttons and suitcases.
Over time, however, with initiatives by government and private
companies and footwear expos both in India and abroad, the industry
could bounce back to an extent. Today, the collection of shoes found in
the market is varied and vast, be it canvas shoes, sneakers or leather
sandals, sports shoes or cotton mochasins. The boots worn by famous
mountaineer Bichendri Pal for her expedition to Mt Everest were also
made in Agra. Some of the major footwear markets still in busin ess are
Nai Ki Mandi, Tajganj, Bodla, Jagdishpura, Raja Mandi, Shahganj,
Nanuhai, Loha Mandi, Chakkipat, Mantola, Sadar Bhatti and so on. The
items have good demand in the Middle East and Far East, and a
survey shows that around 65 per cent of total shoe m anufacturing in
India happens in Agra.

TYPES OF LEATHER
1. FULL GRAIN LEATHER
2. TOP GRAIN LEATHER
 3. BONDED LEATHER
4. CORRECTED GRAIN/GENUINE LEATHER

TYPES OF SHOE LEATHER

The most common leather is calfskin by far.
However, horses, goats and exotic animals are
rising in popularity.

1. CALFSKIN
1.1 BOXCALF
1.2 VEAL
2. COWHIDE
2.1 APACHE
2.2 BULLHIDE
2.3 DEERTANNED
3. PIGSKIN
4. SUEDE
4.1 COWHIDE SUEDE
4.2 SHEEPSKIN SUEDE
4.3 PIGSKIN SUEDE
5. CHAMOIS
 Alden Tobacco Chamois Derby
6. NUBUCK
7. SHELL CORDOVAN
7.1 HORSEHIDE
8. PULL-UP
8.1 CHROMEXCEL
t
9. ROUGH-OUT

10. SCOTCH GRAIN

11. VEGETABLE TANNED LEATHER

Hendel Scheme Natural Tanned Sneakers | Overpriced, but

must admit I like the design
12. PATENT LEATHER
 13. BUFFALO LEATHER
14. PU LEATHER
15. ALLIGATOR & CROCODILE LEATHER
There are 4 main species that produce different types
of shoe leather these days:
1. American Alligator
2. Caiman
3. Freshwater Crocodile
4. Saltwater Crocodile

16. ANTEATER
17. CAMEL LEATHER
18. CHICKEN LEATHER
 Green Chicken Hide | A very interesting pattern
19. DEERSKIN

Types of Shoe Leather | White Deersking Brogues by

Shoepassion
20. EEL LEATHER

21. ELEPHANT LEATHER

22. GIANT BASS

Anderson Bean Big Bass Cowboy Boots

23. GIRAFFE LEATHER
 Leather is such a fascinating material. Every pore
and scratch tells a story of the animal’s life. Since
the dawn of time, mankind has been using leather
for a variety of applications but one of the most
common ones is shoemaking. In fact, different
animals produce leathers with different qualities.
This means there many types of shoe leather and
it can get rather confusing and unclear for most of
us.

Market Scenario Analysis, Trends,

Drivers and Impact Analysis

Keeping in view its past performance, current trends in global trade, the industry’s
inherent strengths and growth prospects, the footwear industry aims to augment
production, thereby enhancing its exports from the current level

Import growth has tended to rise faster than growth of exports of footwear in recent
years and this may at- least partly be reflective of the loss of competitiveness of
exports.

Taking unit value of exports and imports of some items as proxies of prices, it is
observed that the unit value of imports in majority of footwear items whether leather
or non-leather, is comparatively lower than unit value of exports of these items

. Indian footwear industry poised for growth India has state-of-the-art manufacturing
plants.

The footwear sector has matured from the level of the manual footwear
manufacturing method to the automated footwear manufacturing systems. Footwear
production units are installed with world class machines.
Manned by skilled technicians, these machines help to turn any new innovative idea
into reality.

Support systems created for the sector have indeed served the footwear industry well.
India has a well developed footwear component manufacturing industry.

The future growth of the footwear industry in India will continue to be market-driven,
and oriented towards EU and US markets.

With technology and quality of the footwear improving year after year, Indian
Footwear industry is stamping its class and expertise in the global footwear trade.

The main markets for Indian Footwear are USA with a share of 14.6%, UK14.4%,
Germany12.2%, France6.4%, Italy4.8%, Poland4%, UAE3.7%, Spain 3.3%,
Belgium3.2% and Netherlands2.5%.
:

Key Segments Covered:

SEGMENTS & SUB- SEGMENTS

Product Type -
o Formal Shoes
o Lace Up Shoe
o Slip On Shoes

Material
Leather

End User
1. Men
2. Women
 3. Kids

Sales Channel
1. Departmental Stores
2. Multi- Brand Stores
3. Online Retail
4. Others
Related Brands
• Red Tape Leather Shoes
• Nike Leather Shoes

• Lee Cooper Leather Shoes

• Zara Leather Shoes

• Action Leather Shoes

Business Type
• Manufacturer
• Exporter

• Wholesaler

• Retailer

MARKET STRATEGIES:
The Footwear sector is now de-licensed and de-reserved, paving the way for
expansion of capacities on modern lines with state-of-the-art machinery.
To further assist this process, the Government has permitted 100% Foreign Direct
Investment through the automatic route for the footwear sector.

Conducive Investment climate towards attracting overseas investments and

increasing cost competitiveness.

The Government of India is setting up dedicated Footwear Complex and Footwear

Components Part where footwear clusters are located

Future growth of Indian footwear in India will continue to be market driven. The
European countries and the US are major consumers for the Indian footwear. A
Statement showing India’s Export of Footwear to different countries (leather,
nonleather and uppers)

India's Export of Footwear

These 10 countries together accounts for 80.53% share in India’s total footwear
export. Nearly 90% of India’s export of footwear goes to European Countries and the
USA.

1. United States of America

2. United Kingdom
3. Germany
4. France
5. Italy
6. Poland
7. United Arab Emirates
8. Spain
9. Belgium
10. Netherlands

The important marketing aspects are

discussed below:
 I -Product:
A product is a set of tangible and intangible attributes, including
packaging,
colour, price, manufacturer's prestige, retailer's prestige, and
manufacturer's and retailer's
services, which the buyer may accept as offering want
satisfaction.

II –Pricing:
Price is a measure of what one must exchange in order to obtain
a desired good
or service. Price is the monetary expression value and is the focal
point of the entire exchange
process. Historically, prices have been set by buyers and sellers
negotiating with each other.
Sellers would ask for a higher price than they expected to pay.
Through bargaining they
would arrive at an acceptance price. Setting one price for all
buyers is relatively modern idea.

III-Place:
Distribution is concerned with the activities involved in
transferring goods from
producers to final buyers and users. It includes the physical
activities, such as transporting,
storing goods and the legal, promotional activities for transferring
ownership.

IV- Promotion:
Basically, it is communication information between buyer and
seller to
change attitudes and behaviour of consumers. Promotion-mix
includes advertising, sales
promotion, personal selling, publicity and packaging

THANK YOU