INDIAN FOOTWEAR INDUSTRY

Until recently, a major part of the demand was met by the unorganized, informal, small sector.
Branded shoes, produced by large Indian producers, multinationals producing in India and
imports, account for only less than 20% of the entire market. The branded footwear market is
estimated to be100 million pairs, made up of 5 million pairs of sports and athletic shoes and
nearly 95 million pairs of shoes and boots. The segment is dominated by men's footwear, and
there not more than three women’s brands known nationally.

Women's footwear purchases are mostly in the casual footwear market, ruled unbranded
goods. Formal footwear expenditure (in 1997) by the upper segment of urban women (2.8
million households in the SEC A/B class) was estimated to be less than US$ 8.69mn, which
is less than 1% of the total market size. However, ladies’ brands in footwear are now on the
rise, with several new planers focusing on the formal dress needs of the working women. The
largest players in footwear are Liberty Shoes, an Indian brand that has performed exceedingly
well in shoes with leather as well as non-leather soles, and

Bata, the international brand present in India for close to 100 years, which has a 24% market
share. Liberty, with a production of 10.5 million pairs, claims to enjoy a market share of 36%
in the leather footwear segment and 22% in the non-leather sole segment. Exports constitute
30% of Liberty's sales. Both Bata and Liberty have launched international, sells brands in
India through tie-ups? Bata with Hush Puppies, Liberty with Burberry's. An interesting
feature of the marked is the presence of several international players in thein formal and sport
shoes segment, which has total market of only 5 million pairs. The major MNC player sari
Reebok, Adidas and Nike. Italian brands Lotto and FIFA have franchise tie-ups in India,
although the brand is not aggressively promoted. Reebok, with a premium positioning 0.2
million pairs in the domestic market in 1999, posted break even revenues of US$ 15.21
million, and is adding a chain of sport.

Goods and fitness stores to complement its premium Rock port brand. Adidas is aiming to
become the leader in the sports footwear and sportswear market, which is estimated to beer at
US$ 217.3 million. The company uses the manufacturing set up of an Indian company,
Lakhani, to manufacture the Adidas range in India. Nuke Shoes purchases its products form a
contract supplier, and sells through select Bata showrooms and a few departmental stores.
Other international brands like Woodland, Lumberjack and even Bally have set up shop in
India with production or assembly facilities.

1
The following table indicates concentration of units in various parts of the country:
Large & SSI Household
MediumSale
Tamil Nadu 64 31 7

Delhi & 4 8 2

up
North
Agra, 9 34 14

Kanpur
Calcutta 1 3 19

Bangalore 6 3 4

Mumbai 3 11

Other 13 10 3

The estimated annual footwear production capacity in 1999 is nearly 1736 million pairs
(776 million pairs of leather footwear and 960 million pairs of non-leather footwear).

2
 Region-wise share of total estimated capacities is as follows:

Region Leather Non- Leather Leather Non-

Shoes leather Shoes Sandals Leather
Shoes Uppers Sandals
Percentage
Tamil 26 5 54 1 0
Nadu
Delhi & up 10 77 4 1 60
North
Agra, 45 0 32 62 0
Kanpur
Calcutta 12 0 2 3 0
Bangalore 3 3 4 0 0
Mumbai 4 2 1 32 0
Other 0 13 3 1 40
Total 100 100 100 100 100

Shoes manufactured in India wear brand names like Florsheim, Gabor, Clarks,Salamander
and St. Michael’s. As part of its efforts to play a lead role in the global trade, the Indian leather
industry is focusing on key deliverables of innovative design, consistently superior quality
and unfailing delivery schedules. India in itself has a huge domestic market, which is largely
untapped. The Indian footwear industry is provided with institutional infrastructure support
through premier institutions like Central Leather Research Institute, Chennai, Footwear
Design & Development Institute, Dehradun, National Institute of Fashion Technology, New
Delhi, etc inthe areas of technological development, design and product development and
human resource development.

3
 Company Profile

LIBERTY SHOES LTD.

4
 THE COMPANY

Liberty Shoes Ltd. Is the only Indian company that is among the top 5 manufacturers of leather
footwear in the world with a turnover exceedingU.S.$100 million.

We prodice more than 50,000 pairs of footwear a day covering virtually every age group and
income category. Products are marketed across the globe through 150 distributors, 350 exclusive
show rooms and over 6000 multi-brandoutlets, and sold in thousands every day in more than 25
countries including fashion-driven, quality-obsessed nations like France, Italy, and Germany

With 50 years of excellence, today Liberty produces footwear for the entire family and is a trusted
name across the world. In the domestic market it is oneof the most admired footwear brands and
holds the largest market share for leather footwear.

5
 The History

It was the 25th December of 1954 when India was nurturing its growth as a free country,
three dreamers in a small town in erstwhile Punjab thought of producing an Indian brand of
footwear to make a basic necessity available totheir countrymen.

Mr. D P Gupta, Mr P D Gupta and Mr. R K Bansal allowed their vision to crossevery barrier
and brought cutting-edge technologies to their own country.
Within a short span of time, the name, Liberty became a synonym to quality footwear in the
domestic market and this encouraged the company to investfurther for enhancing production
capacities and to cater to the demands of international markets.

With 50 years of excellence, today Liberty produces footwear for the entire family and is a
trusted name across the world. In the domestic market it is oneof the most admired footwear
brands and holds the largest market share for leather footwear.

CENTRAL HOUASE

Liberty Shoes Limited (LSL) is an Indian shoe company,

Based in Karnal, Haryana. Established in 1954, Today
the company through its six manufacturing units
Collectively produces, 50,000 pairs of footwear a day,
Sold through 6,000 multi-brand outlets and 350exclusive
showrooms and has a presence in 25 countries, with 50
showrooms outside

6
THE MANAGEMENT
ADARSH GUPTA

CHIEF EXECUTIVE OFFICER

Adarsh Gupta is a Mechanical Engineer, having specialization in Polyurethane applications

in Footwear and joined Liberty in 1983. He pioneered PU technology for the in India and
helped make Liberty a leader in Domestic Market. He has also put into place a road map for
Liberty foray in the international markets and aggressively marketed the brand. With a string
of diversification Aadesh has changed the company into a multi-product conglomerate with
interests in Retailing, Automotive, Chemicals, Constructionand Real estate sectors. Aadesh
has won many prestigious awards and a key functionary of CII and also the Chairman of IMC,
ITI, Karnal

7
Adarsh Gupta Executive Director
Having honed his business skills over the last twenty years, Adarsh is widely travelled
across the globe and understands the nuances of doing business atthe global stage. An avid
learner Adarsh continues to enhance his skills and acumen through development programs,
many of which have international acclaim. Adarsh has done a diploma in Footwear design
from the world acclaimed ARS Sutaria Institute, Milan, Italy.

Shamim Bansal
Executive Director
Shamim Bansal is an eminent name in the leather and footwear industry of India. He
started his quest for innovation and excellence in 1982 when he joined Liberty Shoes Ltd.

Sunil Bansal
Director
Russia, Hungary, Slovakia, Dubai, Germany, Italy, France are some of the countries that
appear on his mental radar with a continuous blip reminding ofAction. Even as he oberseees
the export of the Liberty products to these fashion destinations, Sunil patiently updates
himself of trends the world over.

Raman Bansal
Director
A graduate with a Diploma in shoe Designing under his belt Raman goes abouthis task with
a sense of precision taking along with him a vast number of dealers and distributors. Sharing
the marketing and sales policies with them and identifying the success component of each
based on continuous feedbackfrom the market.

8
Adish Gupta (Director)
Looking closely at the expansion plans and the corresponding human resourcerequirement,
Adish is constantly planning and strategy to Ensure the right resource is available at the right
time and continuous inputs for the growth of the individual.

Vivek Bansal
Director
He heads the Non-leather and PVC production facilities of the company. Fromprocuring raw
materials, to keeping the focus on fashion trends Vivek enjoys the hectic pace he sets for
himself to innovate and surprise the system.

Anupam Bansal
Director
A keen learner Anupam has trudged through the retail markets in the country to get a 'first hand
feel of the business of retailing. He is spearheading the company's focus on making the products
available at fashion stores around thecountry.

Corporate Philosophy

Steeped in a philosophy that has at its core innovation, technology and advancement, we at
Liberty, pride ourselves over and above everything else onour healthy and heart-felt respect
for the human ethos, which projects itself in the expectancy and excitement with which one
greets the arrival of the new combined with a sincere and deep regard for the old which is
appreciative of and adopts at every stage the unique balance between modernization and
tradition. Liberty as a brand is constantly evolving to keep pace with the changing trends,
styles, beliefs, and aspirations of people while maintaining the sanctity of certain traditions
like workmanship and good value.

9
 Our Credo

To ensure that the method we use is the latest technology the world over. To follow the highest
standards of honest workmanship in whatever we make. To walk the extra mile to ensure
customer satisfaction worldwide. To remain a true cosmopolitan to the
spirit. To remain a great corporation to associate with, to work for.

10
TECHNOLOGY

Better methods. Better tools. Better technology. Enhanced productivity. Finest quality. Greater
customer satisfaction. Liberty has a lot of firsts to its credit.

It has introduced a new material called TPU (Thermos Plastic Urethane), for high quality
footwear, into the country. This material has better properties than PVC or TPR (conventional
materials used for footwear).

Liberty has also been instrumental in introducing EVA (Ethyl Vinyl Acetate), which is a direct
injection molding used for making sole for the first time in Asia. This technology uses very light
material & the footwear is made with the direct injection system.

Liberty also pioneered the PU (Poly Urethane) Technology in India for the footwear industry.

Besides these Thermos Plastic Elastomeric has been developed for the first time in India at
Liberty. A CAD/CAM design center is in place at Liberty. The Sympitar waterproof technology
in footwear was pioneered by also Liberty. Liberty is also the first company to market PPE
products for safety purpose.

11
 Manufacturing Excellence

We call them Humantech Canters. When people visit us they see them as centers of Excellence
for manufacturing shoes where technology works in perfect tandem with human creativity.
Liberty has Humantech centers at four locations in Indian the latest being the Uttaranchal project
which was launched recently to boost the production of world-class footwear. This Greenfield
plant near Dehradun will increase the company’s existing production capacity of 18 million units’
pa by 200,000 units.

12
The locations of the four are Humantech Canters:

GHARAUNDA, HARYANA (APPROX. 95 K.M. FROM DELHI)

Gharaunda is the first plant of its kind in this part of Asia that is equipped with Desma machines
for PU Direct Injection Moulding. Using PUF technology and Computer Aided Systems this
vertically integrated plant produces Industrial Safety Shoes that are made to European standards.
Sympatex TEX booties as well as ordinary booties are also made here. Beside these Gharaunda
has a design canter where an ambitious team of young designers working in tandem with
experienced technologists.

13
Liberty Puram, Haryana (102 k.m. from Delhi)

About 14 km from Karnal this Hamantasch canter, spread across 50 acres of landscaped greens,
has 16 lines for Cement Last Construction Footwear, 15 lines for Direct Injection Mounded
footwear and 3 lines for EVA Direct Injection footwear. It is a manufacturing vase for slippers
and sandals that put the Chinese sheet slippers to shade, teenager's shoes with very light. PVC
soles as well as leather soles, shoes for both sexes as well as booties for ladies.

14
Karnal, Haryana (124 k.m. from Delhi)

Liberty’s first manufacturing canter caters essentially to the domestic market and produces
Cement last Construction as well as leather sole footwear for both men and women.

15
Dehradun in, Uttaranchal

This new Humantech canter makes Cement Last Construction footwear as well as the comfort
range of Sandals for ladies. It will soon also produce sport shoes for the likes of Reebok and Nike
as well as for the domestic market.

PRODUCT RANGE

Liberty has created a repertoire of 10 well developed brands, each one of which has been
painstakingly nurtured to cater to its specified target group. Care has been taken to create a
specific identity for each brand and to provide has latest international designs.

Today the new range from Liberty is all about style design and comfort. The range imbibes the
spirit of Fun and is trendy to the core. There is a product for every season and occasion.

16
“Life at a of 10” force

Force 10 has long perceived to be the flagship brand of Liberty, force 10, today is
Synonymous With value for money fashion sport shoes. It is a symbol of family force of Liberty
which has 10 members. Targeted at the age Group of 13–28-year-old boys and men, Force 10
produces over 60000 pairs annually. Available in the range of Rs. 899 - 2999

"Cool comfortable sandals"

Coolers are the brand of men's sandals and slip-ons. These sandals cater to the age group of
21-45 years and are a stylish and comfortable accompaniment to any apparel. The range is
amongst the most sought after during the summer months and over 1,00,000 sandals are produced
every yea. In the price range of Rs. 299-1899, Coolers are indeed.

Non-Stop Fun

Foot fun has been created as an exclusive brand for children in the age group of 1 to 12 years.
Children have their own peculiar requirements so far as footwear is concerned. This Liberty Foot
fun addresses all concerns of style, comfort, fitting as well as gives special emphasis to the
flexibility of the footwear.
Bright and vibrant colors are to the USP of the range and the maintenance proof product adds
value for the children and parents alike.
The products in this category include sandals, infant and toddler range of unisex shoes, sports
shoes, and school shoes. The range is available in the price range at Rs 175 - 599 and sells over
2,400.00 Paris annually. It conforms to the tag line.

17
 "It takes some men places"

Fortune comprises of men's formal and casual shoes in Leather from the House Liberty. These
shoes, meant for today's students and executives in the age group of 18-45 combines the latest
trends in formal wear abroad in to the most formal footwear. It is a sign of good luck, a symbol
of being prosperous. The Fortune collection produces 600,00 pairs of shoes every year. In the
price range of Rs. 850-1495, these shoes promise.

FORTUNE

"It takes some men places"

Introduced in 1992

Men’s Formal and Casual Shoes

"Some things are just right"

A symbol of light weight footwear, it gives a feeling of floating in air. It is the most important
brand of Liberty as it covers all segments, varieties, colors, designs and price ranges. It is a mass
brand of the company. Gliders cater to the specific need of normal, semi-formal footwear as well
as beachwear for the age group of 2-45 years. This range has something or the other to cater to
the requirements of children, young men and women. Over 45,00,000 pairs of Gliders footwear
are produced each year in the price range of Rs 199-1599.Gliders conform to the adage.

18
MARKETING: BASIC FUNDAMENTALS

MARKETING:

Marketing is a social and managerial process by which individuals and groups obtain what they
neec want through creating, offering, and exchanging products of value with others.

"Philip Kotler"

This definition of marketing rests of some core concepts. These are -needs wants demands,
produce (Goods, Services and ideas), values, cost, satisfaction, exchange, transaction,
relationship, and networks markets, and marketers.

Marketing is a process of exchanging products of value with others with giving each of them
maximum benefit. Marketing concept is a business philosophy that makes waves during 1950's.
The marketing concepts holds the key to achieving organizational goals consists of being more
effective than competitors in integrating marketing activities towards determining and satisfying
the needs and wants of target markets.

The marketing concept has been expressed in man colorful ways:

"Meeting needs profitably."

"Finds wants and fills them."

"Love the customer, not the product."

"Have it your way."

"You're the boss."

"Putting people first."

"Partners for profit."

19
INTERGRATED MARKETING

When all companies’ department work together to serve the customer's interest, the result is
integrated marketing. Integrated marketing works on two levels. First, the various marketing
functions like sales force, advertising, product management marketing research and so on to
work.

Together. Second marketing must be well coordinated with other company departments.
Marketing does not work when it is merely department. It works only when all employees
appreciate their impact on customer satisfaction.

SOCIETAL MARKETING

The societal marketing concept holds that the organization's task is to determine the needs, wants,
and interests of target markets and to deliver the desired satisfaction more effectively and
efficiently than competitors in a way that preserves or enhances the consumer's and the society's
well-being.

The societal marketing concept calls upon marketers to build social and ethical considerations
into their marketing practices. They must balance and juggle the often-conflicting criteria of
company profits; consumer wants satisfaction and public interest.

MARKETING STRATEGIES

Marketing is challenging and exciting. The solving of marketing problems required insight,
experience and analytical ability. Take the case of a company faced with the problem of
increasing its sales. Increase in the sales at the expense of profits may not be a desirable objective.
Again, there are many ways in which sales can be increased, e.g., by finding new customers or
selling more to existing customers, by increasing advertising and by reducing the price. The
marketing manager must decide which strategy or combination of methods he should adopt for
increasing his sales profitably. He must also keep in touch with the changing needs and desires
of the consuming public as well as his competitors' activities. Thus, marketing is interesting as it

20
required the marketing manager to be dynamic and not complacent for continuous prosperity of
his organization.

THE MARKETING FUNCTION

However, the meaning of marketing is not often clear to people who use the word. To a salesman
it means selling whereas to an advertising manager it means advertising. High-sounding
definitions have also been advanced. For example, Paul Mazur defined it as "the delivery of a
standard of living of society". Thus, was expanded by Prof. Malcolm McNair to "the creation and
delivery of a standard of living."

"Marketing is the primary management function which organizes and directs the aggregate of
business activities involved in converting customer purchasing power into effective demand for
a specific product or service and in moving the product or service to the final consumer or user
so as to achieve the company-set or other objectives".

(A) RELEVANT MARKETING FORCES

1) Consumer attitudes and motivations

2) Consumer attitude and practices

3) Trade structures and motivation.

4) Types of competition.

5) Relation of supplies and price to demand.

6) position and share of the market.

7) Trends of competitive behaviors.

8) Government controls which are applicable

EXPORTS
In continuation of its pursuit to increase its Exports Base, liberty shoes motors
participated in SAARC & Cll trade fair 's the response of product shown in the fairs was very

21
encouraging & the company expects to clock higher exports sales during the current financial
year. During the year under review Guatemala. Chile & Costal Rice was added as new product
& service market.

PROMOTIONAL TOOLS OR PROMOTION MIX

1) PERSONAL SELLING;

it involves personal confrontation either by phone or face .it is an expensive and time-consuming
tool of promoting the product.

2) ADVERTISING:
It is defined as a paid non-personal communication with a target (usually mass) market. It is cost
effective and can reach a large number of people. It can also be used for long term or short term
objectives.

(A) Broadcast Media

1. Television

2. Radio

3.Cinema

(B) Print Media

1. Newspapers

2. Magazines

3. Leaflets

(C) Outdoor Media

22
1. Posters and Billboards

2. PUBLIC RELATIONS AN PUBLICITY:

A public relation are an umbrella term and refers to the totality of the organization's behaviors
with operates. They may be regarded as good or bad and is reflected in the
respect to the society in which I company's reputation and image.

3. SPONSORSHIP:

Sponsorship can be seen as a part of relations and it is certainly the case that some sponsorship
goes on to generate positive publicity for the organization.

SALES PROMOTION:

It is direct inducement which offers an extra value of incentive for the product. It is directly
related to sales and induces an immediate response from the consumers.

1. Trade promotion:
These campaigns are run for the trade (intermediaries who stock or push the product) to encourage
them or stock or push the product.

2. Consumers' sales promotion:

These are sales promotions aimed at the end customer.

5) DIRECT MARKETING:

It is an interactive system of marketing which uses one or more advertising media to affect a
measurable response at any locations.
Direct marketing includes:

23
1.Direct mail

2. Telemarketing

3.Door to door selling

4.Direct response advertising: 'Phone now' or 'fill in the coupon' ads.

5. Home shopping of various types.

6. Mail order.

Factors that guide a marketer's decision in selecting a promotion mix:

(A) Nature of production

(B) Overall marketing strategy

(C) Buyer readiness stage

(D) Product life cycle stage.

PROMOTION POLICY

A. Company gives advertisement in different media vehicles time to time. Like in TV,
magazines, Newspaper, etc.

SOME OF THE IMPORTANT COMMON BARRIERS:

GOVERNMENT POLICIES: -

In many cases the Govt. Policies and regulation are important entry barriers. For example, prior
to the economic liberalization in India Govt. dictated entry barriers where remapped like
reservation of industries products for public sector and small sectors industry licensing, regulation
under MRTP Act, Imports restriction, restriction on foreign capital and technology etc. There are
some Govt. policies which affect the business and proved to be entry barriers for Ex-Industrial
policy, trade policy, Foreign policy, Foreign Investment and technology policies.

24
ECONOMIC OF SCALE:

Economic of scale can entry in two ways: It keeps out small players and discourages potentially
large Layers because of their risk of large is takes.

COST DISADVANTAGES INDEPENDENT OF SCALE:

Entry barriers may also arise from the cost advantages, besides that of an economic of scale,
enjoyed established firms which cannot be replicated by new firms such as property product,
Learning experience curve, favorable access to raw materials favorable location, Govt. Subsidies
etc.

PRODUCT DIFFERENTITION:

It can be characterized by the brand image, customer loyalty, product attributes etc., may term an
entry barriers forcing new trends to spend heavily to overcome these barriers. Brand image is one
or the important tactors which hinder or create barrier for new in trends as in some market few
particular Brands dominate the whole market and due to that new trend for these brands as a
barrier. AS it makes very tough competition for new enters and to get success for the new entrants
they have to break the Customer loyalty from those brand image and then attract he customer
attention towards therm.

MONOPOLY ELEMENTS:

Proprietary product or technology, monopolization effective control over raw materials,

distribution channel etc. Is entry barriers which are insurmountable or difficult to overcome

Group behaviors

There is at tendency of group behaviors in oligopoly due to interdependency between the sellers,
the sellers may try to group of and agree to promote the interest of the group instead of going in
to price war against each other where no one gains.

25
There theory of oligopoly is the theory of group behaviors not of mass or individual behavior and
to assume profit maximizing behavior on his part may be very valid. In oligopoly there are few
firms in a group which are very much interdependent the present state of our economies and social
science there is no generally accepted theory of a group behave.

MARKET STRUCTURE:
Imperfect competition is oligopoly without product differentiation which is also known as pure
oligopoly inured it there is competition among the few firms producing homogeneous or identical
products the fewness of the firms ensures that each of them will have some control over the price
of the product demand curve facing each firm will we downward sloping which indicates that the
price elasticity or product of each firm will not be infinite Average and marginal revenue under
imperfect compete that the price or avg rev is falling as additional units of the goods are sold
marginal revenue can be Found out by taking out the difference between the two successive total
revenues.

INFLUENCES ON THE GENERIC:

1. External Group

e.g. cultural, family, reference group influence Environmental/situational

e.g. time of day, temperature and humidity, etc.

2. Internal Group

Lifestyle, personality, decision-making process, motivation etc.

26
 GROUP INFLUENCES ON CONSUMER
BEHAVIOUR

Culture

The set of basic values, beliefs, norms, and associated behaviors that are learned by a member or
society.
Note that culture is something that is learned and that it has a relatively long-lasting effect
on the behaviors of an individual. As an example of cultural influences, consider how the
salesperson in an auto mobile showroom in the U.S. must react to different couples that are
considering the purchase of a car. In some subculture, the husband will play a dominant role in
the purchase decisions in others, the wife will play a more dominant role.

Social Class

A group of individuals with similar social rand, based on such factors are occupation, education,
and wealth.

Reference Groups

Groups, often temporary, that affects a person's values, attitude, or behaviors.

E.g. your behaviors around colleagues at work or friends at school are probably different from
your behaviors around your parents, no matter your age or stage in the family cycle.

Opinion Leader

A person within a reference group who exerts influence on others because of special skills,
knowledge, personality, etc.

27
Family
A group of people related by blood, marriage, or other socially approved relationship.

INTERNAL INFLUENCES ON CONSUMER BEHAVIOUR

Personality
A person's distinguishes psychological characteristic that lead to relatively consistent and lasting
responses to stimuli in the environment.

We are each unique as individuals, and wee each respond differently as consumers. For example,
some people are "optimizers" who will keep shopping until they are when they believe that they
have found something that is "goods enough. " If you are a salesperson in are tail shoe store, how
might you work differently with these two personalities?

Lifestyle and Psychogeriatrics

1. Lifestyle is a pattern of living expressed through a person's activities, interests, and opinions.

2. Psychogeriatrics is a technique for measuring personality and lifestyles to developed lifestyle

classifications.

Motivation: multiple motives

Consumers usually have multiple motives for particular behaviors. These can be a combination
of:
1. Manifest

Known to the person and freely admitted.

2. Latent

3. Unknown to the person or the person.

4. Involvement has to do with an individual's

5. Intensity of interest in a product and the

6. Importance of the product for that person

28
The purchase of a shoes is much more risky than the purchase of a quart of orange juice, and
therefore presents a higher involvement situation. This modifies the way that the generic model
As involvement increases, consumers have greater motivation to comprehend and elaborate on
information salient to the purchases.

TYPES OF CONSUME PROBLEM-SOLVING PROCESSES

Routine problem
1. Used when buying frequently purchased, low cost items.

2. Used when little search/decision effort is needed

29
P Fifield – 2012
Marketing Strategy strips away the confusion and jargon that surround what ought to be one
of the most straightforward areas of modern business. Marketing and strategy are about
relationships between people and this is brought clearly into focus in the text.
The marketing practitioner will find this an accomplished book on the role of the marketing
director in the successful organization of the year 2000 and beyond. Managers, outside that
specialism will be able to understand the pivotal role of marketing in the business strategy
process while students will value the bridge it creates between academic theory and practical
implementation of marketing in an increasingly competitive environment.

KA Whitler, H Feng, S Chari

Marketing strategy is a construct that lies at the conceptual heart of the field of strategic marketing
and is central to the practice of marketing. It is also the area within which many of the most
pressing current challenges identified by marketers and CMOs arise. We develop a new
conceptualization of the domain and sub-domains of marketing strategy and use this lens to assess
the current state of marketing strategy research by examining the papers in the six most influential
marketing journals over the period 1999 through 2017. We uncover important challenges to
marketing strategy research—not least the increasingly limited number and focus of studies, and
the declining use of both theory and primary research designs. However, we also uncover
numerous opportunities for developing important and highly relevant new marketing strategy
knowledge—the number and importance of unanswered marketing strategy questions and
opportunities to impact practice has arguably never been greater. To guide such research, we
develop a new research agenda that provides opportunities for researchers to develop new theory,
establish clear relevance, and contribute to improving practice.

PR Varadarajan,

This article provides an assessment of the state of the field of marketing strategy research and the
outlook. Using institutional theory, the authors develop an organizing framework to serve as a
road map for assessing research in marketing strategy. Their assessment of the state of the field
based on a review of extant literature suggests that significant strides in conceptual development
and empirical research have been achieved in a number of areas. Several recent developments in
the business world, including deco glomeration and increased organizational focus on managing
and leveraging market-based assets such as brand equity and customer equity, suggest that
30
marketing is likely to play a more important role in charting the strategic direction of the firm.
However, the theoretical contributions of the field to the academic dialogue on strategy leave
much to be desired.

31
RESEARCH METHODOLOGY

Research methodology is the specific procedures or techniques used to identify, select,

process, and analyze information about a topic. In a research paper, the methodology section
allows the reader to critically evaluate a study's overall validity and reliability.
There are three of methods for marketing Research.

 The observation method.

 The experimental method.

 The survey method.

CONCEPUTUALIZATION

The study is conducted in a systematic procedure starting from selection of the topic to final
report generation. The integral part was to identify and collect data; they were classified,
analyzed, interpreted and presented in a systematic manner to find the vital points. The overall
process of the methodology followed in the study is explained further,

Customer perception is the opinions, feelings, and beliefs customers have about your brand. It
plays an important role in building customer loyalty and retention as well as brand reputation and
awareness. Therefore this study focuses on the study of consumer perception regarding Liberty
Shoe Ltd. Customer perception is important because it impacts a business's bottom line. The study
also investigates into the factors that influence the customer perception.

32
OBJECTIVEOF THE STUDY

 Analysis of Marketing Strategy OF LIBERTY

 To know the effectiveness of promotional strategies of the company

 To know the market potential of the company

IMPORTANCE OF THE STUDY

 Marketing strategy provides an organization an edge over it’s competitors.

 Strategy helps in developing goods and services with best profit-making potential.

 Marketing strategy helps in discovering the areas affected by organizational growth and
thereby helps in creating an organizational plan to cater to the customer needs.

 It helps in fixing the right price for organization’s goods and services based on
information collected by market research.

 Strategy ensures effective departmental co-ordination.

 It helps an organization to make optimum utilization of its resources so as to provide a

sales message to it’s target market.

 A marketing strategy helps to fix the advertising budget in advance, and it also develops
a method which determines the scope of the plan, i.e., it determines the revenue
generated by the advertising plan.

RESEARCH DESIGN

A Research projects conducted scientifically has a a specific frame work of research from the
problem & this frame work is condition research is known as research design.

"A research design is simply the frame work or plan for a study that is used as a guide in collecting
and analyzing the data. It is blue print that is followed in completing a study".

The research process design way conclusive and statistical in nature which would enable the
company to take rational design. This is because the sample size taken way large and technique
adopted were for mass data. The data observation tabled and the results were in form of
33
percentage.

The research study is descriptive in nature: statistical techniques are used to study the number
respondents. The comprehensives of LIBERTY SHOES and future prospect of LIBERTY
SHOES in DEHRADUN reason the data is collected so as to determine the effect an LIBERTY
SHOES. On the sale & volume customer attitude and expectation.

METHOD OF DATA COLLECTION

PRIMARY DATA COLLECTION

Primary data are those which are collected form the original source of event these are two types:

 OBSERVATION: In this method, I went to route ride with the salesman and observed
various routes, outlets and the entire supply system of Liberty Shoes.

 SURVEY: Personal Interview: In survey method I prepared a questionnaire and trade

direct personal interview of retailers.

Advantages:

 Direct Interaction with the retailers.

 It helped me to collect reliable data.

In this project data is collected through questionnaire.

Number of Respondents Covered: 100 Customers

AREA OF WORK: - KARNAL

34
PARAMETER OF STUDY

To achieve the objective a detailed questionnaire was prepared addressing various such as the
overall brand comparison, the product quality provided by both of companies.

Reason for choosing questionnaire to collect the data was:-

 It is free from the basses of the interviewer.

 Respondents have adequate time to give their views

 It is of low cost even if the sample space is large.

Large sample can be made use of and dependable and reliable

SAMPLING PLAN: -

A. The universe studied is the sum total of the customers in the Dehradun area

B. The geographical limit is the area of Dehradun

LIMITATIONS

Every project comes with a new challenge. And what is a challenge without difficulties ase faced
many difficulties while doing the project. And these situations gave me a learning, which would
help me throughout my life.

 Due to paucity of time, the sample size taken was small (100).

 The results may have been influenced by the composition of the sample and

probabilistic sampling technique.

35
The people were generally very busy and so, it was really very difficult to get time from them to
fill-up the questionnaires. Also, they were very reluctant of provide information which necessary
for the purpose of the study.

 The sample may not give true picture about the entire population.

36
 ANALYSIS

Q. What is your age group (in year)?

( Table1.1)
Response 21-25 26-30 31-35 36

No of 8 32 12 38 10
Respondents
% of 8 32 12 38 10
Respondents

Chart Title
40
35
30
25
20
15
10
5
0
1 2 3 4 5

Response No of Respondents % of Respondents

(fig1.1)

INTERPREATION: Above diagram shoes that 8% of respondent are from 18-20 age group,
32% from 21,12% from 26-30, 38% from 31-35 and 10% from 36 above 36.

37
Q. How many of use liberty shoes?
( Table1.2)
No of respondents 80 20
% of respondents 80 20

Chart Title
90
80
70
60
50
40
30
20
10
0
1 2

No of respondents % of respondents

( Fig1.2)

INTERPRETATION:- Above diagram (fig 1.2) the crowd of 60 people that how many of them
use products of Liberty Shoes and how many of them use products of other companies. The results
was 80% said they use Liberty shoe's products and 20% said of other companies.

38
 Q Liberty Shoes as a companies is good for sports only or any other also ?
( Table1.3)
Response As Sports As other
NO of Respondent 76 24
% of Respondent 76 24

Chart Title
160
140
120
100
80
60
40
20
0
As Sports As other

NO of Respondent % of Respondent

( Fig.1.3)

INTERPRETATION:-

Above Diagram (fig 1.3) shows that customers were asked that Liberty Shoes are good for sports
only or good for casual wear also, reply was, 76% said its good only for sports purpose and 24%
said its good for both the purpose. This shows that most of the people thik that Liberty Shoes are
good only for the purpose of sportswear.

39
Q What influence your decision to buy Liberty Shoes?
(Table1.4)
Respondent Brand Name Quality Friends Advertisement Style

No of 50 16 8 16 10
Respondent
% of 50 16 8 16 10
Respondent

Chart Title

Style

Advertisement

Friends

Quality

Brand Name

0 10 20 30 40 50 60 70 80 90 100

No of Respondent % of Respondent

(fig.1.4)

INTERPRETATION:-

Above diagram (fig 1.3) show the consumers that what factors influenced them to buy these
products. 50% of them told due to brand name, 8% due to friends influence them, 16% each due
to quality and advertisement influence and 10% due to style.

40
Q Should Liberty Shoes manufacture products other than sports, like party
wear items?
( Table1.5)
Respondent Yes NO
No of Respondent 36 64
%of Respondent 36 64

Chart Title
70
60
50
40
30
20
10
0
1 2 3 4

Respondent Yes NO

(fig1.5)

INTERPRETATION:-

Above diagram (fig 1.4) shows the customer that should Liberty Shoes produce or manufacture
products other than sports purpose, like the products of party time and office purpose, in reply
36% of people replied yes and 64% replied no. This shows maximum people like Liberty Shoes
product for sportswear.

41
Q Does liberty Shoes brand full fill your needs?
(Table1.6)
Respondent Yes No
No of Respondent 66 34
% of Respondent 66 34

Respondent Yes No

(fig1.6)

INTERPRETATION:-

Above Diagram (fig 1.6) shows % of respondent, it was asked to the customers that whether
Liberty Shoes brand full fill their needs or not. 66% responded yes and 34% responded no.

42
Q Do you find Liberty shoes as a brand competitive with other companies?
(Table1.7)
Respondent Yes No
No of Respondent 56 44
% of Respondent 56 44

60
Chart Title
50

40

30

20

10

0
1 2 3 4 5

Respondent Yes No

(fig1.7)

INTERPRETATION:-

Above Diagram (fig 1.7) shows the customer, that do they feel Liberty Shoes brand is competitive
with other brands. 56% replied yes and 44% replied no. This shoes most of the customeer says
that Liberty Shoes are competitive with other companies

43
Q Are the products of Liberty Shoes fashionable or not?
(Table1.9)
Respondent Yes No
No of Respondent 40 60
% of Respondent 40 60

Chart Title

60

40

20

0
Respondent
Yes

No

0-20 20-40 40-60

(fig1.8)

INTERPRETATION:-

Above diagram (fig 1.7) shows that Liberty Shoes change with the fashion and are the products
fashionable than in reply 40% of the customer said yes and 60% of the customer said no.
Thus Liberty Shoes has to work to make its product more fashionable and has to change its
product according to the changing environment.

44
Q Are you satisfied with the price of product?
(Table 1.9)
Respondent Satisfied Average Dissatisfied
No of Respondent 40 13 47
% of Respondent 40 13 47

Chart Title
50
40
30
20
10
0
Respondent Satisfied Average Dissatisfied

(fig1.9)

INTERPRETATION:-

From the above graph (fig 1.9) we can see that only 40% of the customers are fully satisfied with
the price of the shoes while 135 find it average. Majority of Customer i.e. 47% are not satisfy
with the price.
The majority of customers are mainly from rural markets and they find it quit hard to send such
an amount on she shoe. So it is difficult of them to afford the heavy prices of the shoe.

45
Q Are you satisfied with the durability of Product?
( Table 1.10)
Respondent Satisfied Average Dissatisfied
No of Respondent 70 18 12
% of Respondent 70 18 12

Chart Title
100%

80%

60%

40%

20%

0%
Respondent Satisfied Average Dissatisfied

(fig1.10)

INTERPRETATION:

From the above graph (fig 1.10) we conclude that 70% customer are find durability of the shoe
satisfactory while 18% customer finds the durability average. Only 12% customer are dissatisfied
with durability.

46
MAJOR FINDINGS

The survey conducted has put forth many interesting in the market. Some of these
are discussed as under: -

 New entrants in the market are pushing their product very aggressively. Their marketing
campaigns are very much effective and attractive.

 It has been observation that most of the customers were not aware with the quality and
features of the product.

 Design of Liberty's product is not that mush effective. People find that other competitor's
design and colour combination is quite impressive.

 Customers usually add his shoe with his lifestyle as now they don't wat to purchase one
shoe for all the occasion.

 Most of the consumers were satisfied with the product's raw material quality and its
performance as Liberty's shoes are known as a durable product.

 According to survey, price does not matter while making purchase decision.

 On the utility fort, liberty score high. It has a very good usability Consumers are very
much satisfied with quality of the product.

Major findings of this survey said that company is losing its position in the market slightly. Still
company has a very good prestige in the market. Company can make full of that prestige but it
has to do something special to attract the customer.

47
SUGGESTIONS

The survey conducted has put forth many interesting findings in the market. On the
basis of the findings, we can recommend following suggestions.

 A special marketing campaign should be started in the unexplored regions where company
does not have its teach.

 The market is by and large, unaware about the features and quality of the products of
liberty

 The company has the option of reducing the cost of production So that the price sensitive
consumer can also be covered by the effective marketing strategy

 Company can exercise separate product mix, marketing mix and a differentiated
marketing communication mix for the marketing campaign.

 Company should concentrate more bun advertisements and sales promotions through
different media.

 There is enough demand in rural areas for liberty products. After 79iberalization, standard
of living and purchasing puree of rural people is on the rise. There is a great scope In rural market
as compared to the urban markets because major portion of urban market already saturated. By
adopting an appropriate rural-marketing strategy, the liberty shoe limited can push up sales Up
to a great extern.

Company's advertisements are not very attractive. Companies should make them more interesting
and effective.

48
CONCLUSION

The project is based on the study of "Marketing Strategy of LIBERTY SHOES. The
market of Liberty is prosperous customer perception about it is good, Major findings include that
although company holds very good reputation in the market, it failed to satisfy customers on few
aspects Although the company offers very good products quality but slightly on a higher price,
and few problems like unattractive designs, low customer preferences in comparison with MNC's
like Nike, Reebok, bad colour combination , effective presence only in northern part of the
country are few problems with the Liberty. Lack if good advertising & promotional Strategies
has made Liberty to fall little low in the number game. The company should improve he
technology and designing process according to latest fashion and trends in the apparels market.
Company is facing stiff competition from Action, Lakhani, Bata, Red Tape, Lee cooper Red
Chief, Nike, Adidas as, Reebok. Apart from hat company indulge in promotional activities in
rural areas where market potential is really good.

49
 BIBLIOGRAPHY
Journal
Varadarajan, P. R., & Jayachandran, S. (1999). Marketing strategy: an assessment of the state
of the field and outlook. Journal of the academy of marketing science, 27(2), 120-143.

Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy.
Journal of the Academy of Marketing Science, 47(1), 4-29.

Morgan, Neil A., Kimberly A. Whitler, Hui Feng, and Simos Chari. "Research in marketing
strategy." Journal of the Academy of Marketing Science 47, no. 1 (2019): 4-29.

Varadarajan, P. Rajan, and Satish Jayachandran. "Marketing strategy: an assessment of the

state of the field and outlook." Journal of the academy of marketing science 27, no. 2 (1999): 120-143.

Books
• Marketing management- Kotler Philip
• Marketing - Ghandhi J.C

• Principals of Marketing -Palmer Adrian

• Marketing Management - Ramaswamy V.S

News Paper:

• The Economic Times

• The Times of India

Magazines
• Business World -June 2005
• India Today - June-2006
50
Web Site

• www.indianinfoline.com

• www.premjis.com

Searching Sites-

• www.google.com

51
 ANNEXURE

I am a Student of MBA during training on the topic MARKETING STRATEGY

OF LIBERTY SHOES LTD in KARNAL. So please answer Following question.

Q What is your age?

 (15-25)

 (25-40)

 (40-55)

 (over-55)

Q What is your income group?

 10k-50k

 50k-1lk

 1lk-above

Q From Where did you come to know about LIBERTY SHOES product?

 Friends

 Newspaper

 Internet

52
Q How is the quality of the liberty shoes product?

 Good

 Excellent

 Bad

Q Is Liberty shoes as a company is good for sports only or any other also?

 Yes

 No

Q What influence your decision to buy liberty shoes?

 Brand Name

 Quality

 Friends

 Style

Q Are you satisfied with the durability of product?

 Satisfied

 Average

 Dissatisfied
53
Q Are you satisfied with the efficiency of product?

 Satisfied

 Average

 Dissatisfied

Q Does Liberty shoes brand fulfill your needs?

 Yes

 No

Q Are you satisfied with price of product?

 Yes

 No

54