SUMMER INTERNSHIP PROJECT REPORT 2019 IBS DEHRADUN

I Tanuj SIngh, student of IBS Dehradun have done my summer internship at Relaxo Footwears, India and
prepared the following project “Study on factors influencing capability and usability of Emerging
Trends-Relaxo Footwear BTL[Below the Line Trend] on Consumer Behaviour” says the various
Below the Line trend that the Customer encounter when entering into the brand shop . Various Below the
Line Trend that the customer encounters are Point of Sales Materials, Branding , Events and Exhibitions
and after that Measuring the Customer Satisfaction that Customer get after interacting with the Below the
Line Trend they encounter.

The main objective of the given project was to study the impact of BTL [Below the Line Trend] on
Customer Buying Behaviour and observing SSE’s [Shop Sales Executives] Behaviour in dealing with
Customers and also analyzing and measuring the Customer Satisfaction and Experience. This project
basically deals with the Evaluation of individual Brand shop of RELAXO FOORWEAR on the basis of
BTL [Below the Line Trend] and Shop Sales Executives behavioral aspects. The following project
required visiting at the various brand shops in Delhi and Noida and their observing the various activities
like how the salesperson behaves with their Customers, what sort of tactics or skills they employ while
dealing with the different customers. How customers move in the shop, what they think before buying
any product, what they want from the salesman to tell them and finally what role does the Visual
Merchandising plays in providing information to the customers. This in turn gave us a brief overview of
how the company is performing in maintaining the brand image and consumer perception in this segment.
In brief we will be evaluating the extent to which the image of the company, quality of the product,
variants that it offer and value for money that it provides to the customers affects the purchasing decision
of the buyer. Purpose of this project is to give an actionable approach to making Customer Satisfaction to
work in an Organisation favour to re-cast it as a positive, enabling effect rather than a negative, revenue
stealing one. This project worked out on an approach that provides direction to the people who are
responsible for the Organisation performance improvement, process re-alignment and assuring ―Outside
In‖ thinking at all levels of business. The project also analysed the various Below the Line Trend‘s or the
various touch-points through which the Customers and Organisation come into contact and what effect
that Point Of Contact have on the decision of the Customer. The project involved sitting at the various
Brand Shops of RELAXO FOOTWEARin Ghaziabad and Noida and their observing the effects of the
Moments of Truth and measuring how satisfy are the Customers and after Qualitatively Observation,
interpreting the Observations and data 0collected by using Quantitative Methods.
 INDUSTRY PROFILE

INTRODUCTION

Historical background of Footwear:

History of the use of Footwear by human kind can be traced back to the ice age about 6 million years ago.
Due to unkind weather conditions the need for footwear started growing. Other evidence shows that
footwear came to use at the end of the Paleolithic Period, at about the same time the ancient people
learned the art of leather tanning. Earlier footwear was made of wrappings of dried grasses and only later
on the art making footwear from pieces of leather was developed. Until the mid-nineteenth century
footwear were made as straights i.e., there was no distinction made between the right and left shoes. The
left and right footwear were identical and hence could be worn on either foot. Only prolonged usage
shaped them into right and left boots. The right and left shoes were invented by a fashionable boot maker,
William Young from Philadelphia. The first crafted footwear was the Sandals, which are known to be the
successors to these wrappings. In India these Sandals were called as Padukas, which were mainly well
worn by the Saints.
Over centuries many varieties of footwear were made in the Himalayan region in order to protect the feet
from cold weather. Footwear was made by leather, wool or remains of the plants. Since most part of India
is warm, footwear was not a necessity and therefore Indians were barefooted for many years. Innumerable
references to foot worship in Indian culture convey the impression that the foot is regarded as an
important part of the human body. Touching the feet of elders was considered as the height of good
manners. It was considered as a civilized behaviour. Until half a century ago, India was described as a
barefoot country. They were characterized by such toughness of foot that they can travel for long
distances without any discomfort. It seems likely that the cultural adjustments lead to the adoption of
footwear. Furthermore, the ascetic Hindu, Buddhist and Jain sects were not generally permitted the
worldly luxury of footwear. Therefore footwear was considered as a luxury until half a century ago. But
even then India was known for its traditional craft of footwear making.
The Indian Footwear sector is a promising one with tremendous opportunity for growth both in the
international and domestic market. With low production cost, abundant supply of raw material, evolving
retail system, buying patterns and huge consumption market, this sector is posed to grow to great heights.
But this market is highly fragmented. The unorganized sector dominates the industry posing a threat to
the organised players. The Indian consumers have become more discerning these days. The double
income stance, increased disposable income among the urban middle class, brand and fashion
consciousness due to globalisation have all led to changing lifestyle of the Indian consumers.
The Indian Footwear Industry:
India being a country of artisans is known for its traditional craft of footwear making. Some of the
traditional footwear created by village craftsmen include leather chappals in Kohlapur' embroidered Juttis
in Jodhpur, Indo-Tibetan felt boots in Sikkim and vegetable fibre shoes in Ladakh. The industrial policy
1967 reserved the leather industry including footwear only for small scale sectors. It was only during the
mid 1970s, 100% export oriented footwear units in large scale sector were promoted. From June 2001
onwards the Government of India de-reserved the leather sector.

During the past four decades starting from the year 1981 – 1982, the export of footwear from India had
increased tremendously. Though India has a negligible proportion of exports in world trade, it is the
second largest producer of footwear next to China. India accounts for 14% of the global annual footwear
production of 14.52 billion pairs. India manufactures around 2065million pairs of footwear every year of
which 909 million pairs are made of leather, 1056 million pairs of non leather footwear and 100 million
pairs of shoe uppers. Nearly 70 percent of the labour constituting around 15 lakh people are employed in
the unorganised sector majority of them are rural artisans, cottage and household units, while the
organised sector accounts for remaining 30 percent and employs over 5 lakh people.

Purpose of the Study:

The Indian consumer markets are growing and changing rapidly in terms of its nature and composition.
With the revolution taking place in the distribution system through entry of super markets, shopping
malls, chain stores etc in the metros, small cities and towns potential for lifestyle products have increased
drastically (S L Rao, 2000). With the change in the lifestyle patterns among the people especially the
youth, this product has also undergone a tremendous transition in terms of its character. Though Indians
have not been the ones to spend on items like footwear, for the past two decades there has been a
tremendous change in the buying habits of the consumers (Bijapurkar, 2001). It all started with the New
Economic policy passed in the year 1991, which opened doors for multinational corporations. This led to
urbanization, favorable patterns of demography, increase in income levels and double income instances,
media proliferation and the desire to look good. Therefore the consumers became more aware of the
different varieties of products that are produced and marketed all over the globe. India’s population is no
longer a liability but an asset to the marketers especially for the consumer market (Bijoor, 2001). The
Young - working population of India and its growth are the biggest positive factor at present and in the
coming years. At present they represent 30% of the total population. The boom in the IT sector has led to
the emergence of ferociously growing youth who can command large salaries from Indian and foreign
multinationals. These young consumers create an identifiable mark in shopping. Their preferences are
noticeably different because they are a generation with economic power unlike any youth before them.
Today's youth were born in an era of technological and media advances that affords them limitless access
to the global market. This age group is growing fast and is expected to number 241 million by 2030
(Source: UN). It is no surprise that the national and international players are paying attention to this
generation's buying habits. With the woman becoming more brand-conscious as opposed to the past state
of being product- conscious, more and more internationally renowned players are expected to enter the
market to fill this need-gap. Footwear is no longer looked upon as a commodity but as image (Troy,
2000), attitude and lifestyle. Therefore profiling the consumers on the basis of their behaviour would help
the managers to position their products in a better way. Therefore there is plethora of opportunities still
untapped in the footwear sector. Footwear manufacturers in recent years along with the powerful new role
that retail is playing in organizing the Indian domestic market, driven in part by surging consumer
demand from entirely new mid-market youth segments associated with the country’s IT-BPO boom is all
poised to new heights. For products which are manufactured indigenously and for which the competition
is less, segmenting the market on the basis of demography will be typically sufficient. But these days
consumers are exposed to many varieties of products. Therefore effective segmentation using new
parameters are required for products where the market is flooded with many national and international
brands and thus leading to heavy competition. With increasing globalization there is stiff competition
between the multinational, national and the unorganized players to expand their market.

Current scenario of Footwear

The global footwear market size was valued at $365.5 billion in 2020, and is estimated to reach $530.3
billion by 2027 with a CAGR of 5.5% from 2020 to 2027. Footwear is used for covering and protecting
the foot from ground textures, temperatures, and from gravel roads. Footwear are made up of different
materials such as leather, plastic, rubber, and fabric. Among these, leather is one of the prominent
materials used for fabricating footwear. Major players, such as Nike, use eco-friendly raw materials,
including recycled car tires, recycled carpet padding, organic cotton, and vegetable-dyed leathers for
producing footwear.

Presently, increase inhealth awareness is observed among individuals across the world, which has led to
increase in number of individuals visiting fitness centers and performing indoor & outdoor exercise
activities. This, in turn, has boosted the demand for athletic footwear among all age groups. Moreover,
working individuals opt for fitness regimes such as swimming and running to remain healthy and active.
This has created a demand for footwear among all age groups, thereby fostering the footwear market size.

Source: https://www.alliedmarketresearch.com/footwear-market

Moreover, an increase has been witnessed in the number of users of various social media sites along with
rise in internet penetration. Taking this into consideration, most of key players in the footwear market
strategize on promoting their products and services on these social media platforms. Social media
marketing is one of the major strategies adopted by various companies and industries, including wearable
products market, on imparting awareness about their product offerings among target customers on social
media channels. Thus, through social media marketing strategy, global footwear market sights critical
opportunity in gaining traction and eventually

Source: https://www.alliedmarketresearch.com/footwear-market
increase its registration among its target segments which also results in boosting the footwear market
demand. However, high prices and significant popularity of footwear brands such as Nike, Adidas, and
Puma have led to the advent of counterfeit brands. Counterfeit brands are usually prevalent in developing
economies where customers are highly price-sensitive. This factor hampers the sale of the existing
original footwear brands in these countries.

Increase in number of working women worldwide has augmented the demand of trendy and stylish
footwear, which can be used for formal as well as casual occasions. Moreover, surge in disposable
income is allowing individuals to spend more on luxury goods, thereby driving the growth of the footwear
market. Demand for new fancy and trendy footwear, shoes, slip-ons, and flip flops is continuously
growing, thereby boosting the footwear market growth.
 RELAXO FOOTWEAR LTD.
COMPANY PROFILE

Company History:
Relaxo footwear ltd. As part of Relaxo Group which has a major interest in Footwear production was
incorporate in Sep 13 1984 as a private limited company to market the products of a group concern such
as hawai slippers light weight slippers canvas shoes PVC footwear etc. It was subsequently converted
into a public limited company on March 31 1993. In the year 1995-96 the company has transformed from
soley a Trading/Marketing agency to that of a full/fledged manufacturing unit by putting up a facility to
produce 50000 pairs of hawai and lightweight chappals per day on a two shift basis at bagadurgarh
Haryana. This project was a part financed by RWL ‘s maiden public issue regretting Rs4.50 crores at a
premium of Rs. 50 per share of face value of Rs. 10. In the year 1999 the company has expanded the
capacity of its Bahadurgarh plant. The company has implemented a Hitech Hawai manufacturing plant at
Bhiwadi (Rajasthan) which is the largest Hawai manufacturing plant in India during the year 1999-2000.
The commercial production of this new plant has commenced in the month of July 2001. The board of
Directors of Relaxo Footwears at their meeting held on 9 May 2015 have declared bonus issue was
approved by the Shareholders through the Postal Ballot on 22nd June 2015. Tehe allotment of the bonus
issue has been made in the Board Meeting held on 3rd July 2015 to all the Shareholders of the company
holding shares on the record date i.e. 2nd July 2015. In the FY 2016 the company focused on strenthenig
the backend infrastructure by improving inventory control and building a flexible supply chain. It has
also been successful in adapting changes in technology to upgrade its ERP ad reporting platforms. This
has led to improved visibility across the system and is supporting better decision-making. The
Company’s structured store expansion has helped strengthen the Relaxo brand and facilitate a strong
connect of the company with the end consumer. Its online shopping portal www.shopatrelaxo.com has
been redesigned and its performing with better conversion rates than nitial estimate. During FY 2017 the
Company opened net 20 new retail outlets across India and also started its retail operations in the states of
Madhya Pradesh Himachal Pradesh and Chandigarh. Its new stores are larger in size with adequate space
to enhance the consumer’s shopping experience and to ensure visibility of its entire range. The Company
launched the e-wallet payment mode at all retail outlets to support cashless payments. Additionally it
also launched its online shopping mobile application to cater to consumers who prefer online buying.
Besides these it opened few value stores to liquidate SLOB inventory of offering high quality products at
discounted prices to consumers. During FY2018 the company launched a strategic initiative to streamline
the distribution network specially in under penetrated markets which have given Relxo substantial
incremental sles. This has laid the foundation for next wave of growth for Relaxo substantial incremental
sales. The has laid the foundation for sales of its products to the emerging online consumers and has
posted a decent growth in FY 2018. It made considerable efforts to strengthen operations in international
markets with a specific focus made considerable efforts to strengthen operations in international markets
with a specific focus made considerable efforts to strengthen operations in international markets with a
specific focus on Middle East Africa and Oceania. It has opened branch office in Dubai to be nearer to
customer. In FY 2018 the Company has achieved landmark target of opening 300th exclusive reatail
products. During the year Company has opened 8 Franchise outlets (FOFO) in eastern region on
experimental basis. In FY 2018 vendor portal was launched for online registration of new vendors to
improve vendor base besides facilitating existing vendors to upgrade their profiles new products offering
etc. During the year audit the year audit was carried out on main vendors for assessment of their
infrastructure and quality control systems maintained by them. This helped in making them more aware
about their expectations about quality in supplies. This initiative helped in rationalizing and improving
vendor portfolio. During FY 2018 the company not only focused on improving the quality of products
but also in improving various packaging materials.
 Company Profile
INTRODUCTION
It 1976, two brothers Mukund Lal Dua & Ramesh Kumar Dua dreamed to take their father’s footwear
business business to what Relaxo is today – one of the leading and most popular footwear companies in
India. A household name, literally.

With its headquarters in New Delhi and 8 manufacturing units, Relaxo producers over 6 lacs pairs of
footwear, every day. Relaxo footwear’s range boasts a fine combination of comfort, style, and quality
workmanship. A wide collection of fashionable, colourful, comfortable and durable footwear for men,
women and children.

For a changing India. For a trendsetting India, Relaxo is geared to meet the quality and choice
execptaions of a young India with its sub-brands such as sparx Bahamas, Flite, schoolmate and Relaxo
Hawaii.

Relaxo
For over 40 years, multiple millions of Indians have vouched for its durability and comfort. With nearly
300,000 pairs manufactured daily, Relaxo Hawaii continues to meet, across India, the stringent demands
of its users for high quality footwear. The brand today has become synonymous with the rubber footwear
category.

Marked Footprints in the Market

Since inception, Relaxo has consistently lived by and upheld its quality assurance by rigidly adhering to
the statutes of Quality Par Excellence and Absolute Customer Satisfaction. We are committed to our
objective of providing quality footwears that meet & exceed the expectations & ever changing needs of
customers.

We do a lot of market fashion sensing, consumer feedback, trade feedback both before & after the product
is launched in the market.

Equipped with top R&D team, who covers every forefront ranging from – changing needs to seasonality,
from new technologies to innovative designs, to ensures jaw-dropping products. Quality control Dept.
monitors every stage of manufacturing process, right from pre-production to shop floors and post
purchase feedback. Some of the quality tests that our products are subjected to are:

 Random Testing
 Batch Testing
 Tactical Wear Testing
Our Certifications & Affiliations

Our continuous efforts have resulted the following certifications & affiliations to our credit:

 ISO 9001: 2015 - Quality Management System

 ISO 14001: 2015 - Environmental Management System
 OHSAS 18001: 2007 - Occupational Health and Safety Assessment Series
 BIS/SATRA Manufacturing Standards
 India’s Best Corporate Brand 2016 at The Economic Times Best Corporate Brands Summit
 CLE (Council for Leather Export)
 Sparx – India’s most trusted brand in Footwear Category as per “ Brand Trust Report 2016 “
 Power Brand Of the Year 2015 by Plan Man Media

Quality, Environmental and Safety Policy

 Relaxo is committed to provide innovative value added quality products, environmental protection
and occupational health.
 Relaxo shall fulfill all compliance obligations, prevent environmental pollution, conserve natural
resources and prevent injury & ill health.
 This policy shall be communicated to all those who are working for and on behalf of the organization
and will be made available to all interested parties.
 The above commitments would be achieved through continual improvements and by meeting set
objectives and their targets.
 SUBSIDIARIES OF RELAXO
Bahamas

Think of Bahamas, think of a place that reflects a vibrant culture, music, beaches and fun. For the
trendsetting young India Bahamas exudes the same feeling in its range of colourful and stylish footwear.
And who can make make a bolder style statement other than the Bhaijaan of Bollywood – Salman Khan.
As the brand protagonist for Bahamas, Salman embodies the very essence of the brand – style & fun.

Flite

There are brands you wear and then there are brands you boast of ‘Flite’ is the Latter. Its Relaxo’s most
executive brand. It’s unique “Fashionable & Lite” promise has made it the first choice of the Indian men
and women, urban and rural. Available in confirmtable and light casual wear and fashionable, stylish
formal wear, its EVA and PU range is replete with design and colours. Flite makes it easy for the Indian
youth to make a style statement.

Go out in a pair of Flite and the world will notice you.

Sparx

When it comes to footwear, how can we ignore the demands of those who want the drenaline rush. Be it
attitude, style, toughness and more, sparx is for those who stop at nothing and are always ready to take on
any odds and challenges that come in their way. So go ahead, and Add sparx to your life.

Bolywood superstar Akshay Kumar endores this brand.

Schoolmate

The future of India is in our young kids in school. To meet their growing footwear demands, we have a
special brand. Schoolmate – a range of comfortable and durable school shoes for boys and girls,
Schoolmate is designed to keep those tiny feet walk, run, jump and hop at school with ease and the
confidence to always stay A Step Ahead.

Elena

Elena is the other brand of Relaxo. They deal with ladies shoes basically casual shoes.
ADVERTISING SEGMENTS

1. Below the Line

2. Above the Line
3. Out-of-Home
 ADVERTISING SEGMENTS

BTL(Below the Line) Activities for Brand Promotion and Activation

Time keeps on changing, and so does marketing trends and strategies. Gone are the days when traditional
marketing and ATL activities (print, media, radio & internet) wre only responsible for generating leads.
Year ago, ATL (above-the-Line) marketing activities were in existence. Ever since marketers started
using experimental marketing solutions to promote their brand, BTL activities have taken over traditional
marketing entirely in the current scenario.

Marketing is a multidimensional zone, that demands to walk along with the current trend to gain desired
goals. BTL activities are dominating the marketing arena, and all marketers are well aware of below-the-
line activations. BTL activations are known to grab target audience sight quite quickly and garner
untapped target customers. BTL activities are known to enhance two-way interactions while building a
customer-brand relationship.

You must be puzzling with various questions like, what are these activities? How do these activities prove
beneficial in your marketing experiences? Why you need BTL activities to amp your marketing game?
Firstly let’s understand what is BTL marketing and how it works?

What is BTL Marketing and How It Works?

BTL is known as below the line advertising. It is marketing strategy where products are promoted on a
more personal level than ATL advertising include direct mail campaigns, trade shows, catalogs, brand
promotion activities, telemarketing, free sampling, exhibitions and targeted search engine marketing.
BTL activities are more interactive and give the opportunity to brands and consumers to connect on a
personal level. Its allows a direct point of contact between customers and the brand. With the changing
dynamics of marketing, Instrgram, Hashtag, Printers and Social or Tweet Café are being used extensively
as a part of BTL marketing strategy to engage more target audience. BTL activation gives your brand the
desired exposure and increases its visibility.
Why should companies opt for BTL activities in your next campaign?
Direct Point of Contact between Customers & Brands

BTL activities enable direct communication between brands and customers. Direct communication helps
customers to understand the product in a better way, and connect both on s personal level. It helps brands
to understand the product in better way, and connect both on a personal level. It helps brands to
understand customers buying patterns and behavior. BTL marketing includes brand activation, mall
activation, email marketing, telemarketing, exhibitions and more. BTL activations can further result in
brand loyalty. Nowadays, marketers are using interactive technology solutions to leverage their brands.
Instagram, Hashtag Printer, Social 360 Photo Booth, Tweet Café, Photo and GIF Booths are some of the
common practices used by brand activation agencies.

Create Brand Awareness

BTL activities help marketers to spread awareness about the brand. It helps people to connect with the
brand and explain the benefits of a brand. BTL activations help in attracting more customers while
increasing the leads of a brand. Innovative and creative BTL activities are the most preferred marketing
strategy used by marketers in the current scenario, as it creates a niche for a brand. It helps the brand to
mark its presence in the market.

Reaching Your Target Audience

BTL activations help you in reaching your target audience. Having the desired goal allows you to plan
accordingly. Whether you opt for mall activation, brand activation or hashtag printer, you must aware of
you target group of audience. BTL activities help you in reaching the right consumer.

Makes Your Brand Stand Out

Innovative BTL activities help your brand to stay ahead of the competition. Millions of brands came into
existence, and television is flooded with many advertisements.
Advantages of Below the line marketing

 Extremely Targeted: Conversions are better when the communication is done according to the
customer wants. Since BTL marketing strategies are extremely targeted, results are better in terms of
conversions.
 Better ROI: Below the line promotional efforts are focused on the specific target group, have a
better reach, can be easily executed, tracked, and controlled. Hence BTL strategies provide a better
ROI and MROI in terms of conversion.
 Easy Control: The return from these activities can be easily tracked and monitored and steps can be
taken to improve ROI.
 Tailor-Made: Below the line advertising strategies are designed according to the needs of a specific
target group and hence can be moulded differently for different customer groups.
ABOVE THE LINE

Above the Line advertising (often referred to as Above the Line promotion/ Above the Line marketing /
ATL advertising) consists of advertising activities that are largely non-targeted and have a wide reach.
ATL communication is done to build the brand and inform the customers about the product. Conversions
are given less importance in above the line advertising.

To make it simpler-

Above the line marketing includes mass marketing strategies which are largely untargeted and are focused
on building the brand.

By ‘untargeted’ we mean that the communication isn’t directed towards a specific group. The mediums
convey the message to everyone who has access to them.

Examples of Above the Line Promotion

Television

an average American watches 4.3hours of TV in day. It’s a similar case with the rest of he world. TV
advertisements have a reach from local, to national, and international audience depending on the TV
channel and the contract between the parties. TV advertisements have a better connection with the users
as moving images with audio are preferred over still images or audio alone.

Radio

Psychologists tell us that consumers need to be exposed to an advertising message at least three times
before it begins to penetrate. No other media other than radio provide such affordability when it comes to
this frequency

Radio is a perfect option for marketers to fulfill all the frequency and creative demands of an
advertisement. Radio to have a local national and international reach just like TV’s.

Print advertisements (magazine & newspaper)

Local, regional and national print media has a wider reach than any of the other mediums. Newspapers
have fixed ad-slots that are used by marketers to inform customers / prospective customers about the
brand or offers.

Magazines exist in niches and make it easier for marketers to reach their niche directly through them.
Outdoor Advertising
Outdoor advertising is usually done in public places and is constantly on display, have a greater reach
depending on the locations. They include Flags, Banners, Wraps, Billboards, etc.

OUT-OF-HOME ADVERTISING
Out-of-home advertising (OOH) is any visual advertising media found outside of the home. This can
include billboards and signs, ads on street furniture like bus shelters or benches, in transit areas like
airports or train stations, and place-based ad media like you might see at a stadium or in the cinema.
These various formats account for thousands of locations and millions of screens around the world.
OOH is an expansive category, and today represents spending of about $29 billion across key markets
around the world. Some of the world’s most important advertisers, including McDonalds, Apple,
Amazon, HBO, and Coca-Cola, all make regular and extensive use of various OOH formats in their
campaigns.

Example: Apple’s clever “Shot on an iPhone” billboard campaign invited its customers to send in photos
shot on their iPhones. Standouts were turned into billboards that appealed to onlookers’ aspirations.
 RELAXO BTL ACTIVITIES

BTL Activities

Below-the-line advertising (often referred to as Below the Line promotion/ Below the Line marketing /
BTL marketing / BTL advertising) consists of very specific, memorable and direct advertising activities
focused on targeted groups of consumers. Often known as direct marketing strategies, below the line
strategies focus more on conversions than on building the brand.

To make it simpler –

Below the line marketing includes direct marketing strategies directed to specific target groups and
focused on conversions rather than building the brand.

BTL Activities conducted by Relaxo:

Point of Sales Materials (POSm):

POS materials are used for executing advertising campaigns, exhibitions, and presentations. As
an effective marketing tool, well thought out and properly presented POS materials attract
consumer attention and promote the brand. Due to their appealing and informative nature, POS
materials are capable of stimulating directly at the point of sale.

Logrus offers services in design, print and development of a variety of POS materials including
the following:

 Shelf-talkers
 Stoppers
 Price tags
 Packaging
 Promotional stands
 Roll-stands
 Banners
 Hard Posters, etc.
 BRANDING
Branding is all of the ways you establish an image of your company in your customers’ eyes.

By building a website that describes what you offer, designing ads that promote your goods and services,
selecting specific corporate colors that will be associated with your company, creating a logo, and
featuring it across all your social media accounts, you are branding your company.

That is, you are shaping how and what people’s perceptions of your business are.

And what your customers say about your brand is the reality (not what you’d like them to think). It’s the
impression that pops into their minds when they hear your business’ name. It’s based on a feeling they
have that is based on their experiences they’ve had with you, good or bad.

What’s the Point?

The purpose of branding is to simply and easily help your customers.

Understand what you offer and how you’re different. But it’s not only a USP (Unique Selling
Proposition), it is the combination of all the ways you communicate what you stand for.

In addition to your logo and corporate colors, you can communicate your brand message through:

 Your store environment and atmosphere

 How your staff members treat customers
 How your staff members dress
 The products you carry
 The price you charge
 Product packaging
 Public speaking
 Direct mail sponsorships
 Advertising
 Nonprofit partnerships
 BRANDING STRATGIES
The formulation of branding strategies starts from the building a sustainable brand for the company. This
is so as the consumers buy the brand not only for the intrinsic values associated with it but also because of
the promise that branding makes to the consumer….the promise of delivering values beyond expectation.
A framework is suggested below for the formulation of a brand strategy:

1. Experimental Branding: The first component of branding strategy is the experiential marketing. It is a
well known fact that the customers demand experiences instead of products or services. This creates a
challenge to the organizations to find new ways to involve the customers in the value chain so that they
themselves can decide the product features and uniqueness that they expect from the brand. They want to
know more about the details of the brand. They remove the shells and get into the core of the processes to
understand the real value of the brand. Hence such a strategy should be framed that makes the consumers
involvement higher.

2. Effective Branding: It is found that effective branding involves working on four important
dimensions, namely:Figure: dimensions of effective branding

• The Functional Dimension-The functional dimension concerns the perception of benefit of the product
or service associated with the brand.

• The Social Dimension-The Social Dimension concern the ability to create identification with the
group.

• The Spiritual Dimension-The Spiritual Dimension is the perception of global or local responsibility

• The Mental Dimension-This Dimension is the ability to support individual mentally.

 SWOT ANAYSIS
SWOT stands for strengths, Weaknesses, Opportunities, and Threats, and so a SWOT Analysis is a
technique for accessing these four aspects of your business.

You can use SWOT Analysis to make the most of what you’ve got, to your organization‘s best advantage.
And you can reduce the chances of failure, by understanding what you’re lacking, and eliminating
hazards that would otherwise catch you unawares.

Better still, you can start to craft a strategy that distinguishes you from your competitors, so complete
successfully in your market.

Strengths
 Very competitive organization. Founder and CEO in often quoted as saying that ‘Business is war
without bullets.’ Has a healthy dislike of is competitors. At the Atlanta Olympics, competitors
went to the expense of sponsoring the games. This company sponsored the top athletes and
gained valuable coverage.
 Have no factories. It does not tie up cash in buildings and manufacturing workers. This makes a
very lean organization. Strong at research and development, as is evidenced by its evolving and
innovative product range. They then manufacture whenever they can produce high quality
product at the lowest possible price. If prices rise, and products can be made more cheaply
elsewhere (to the sameor better specification), will move production.
 Global brand. It is the number one sports brand in the world. Its famous ‘symbol’ is instantly
recognizable.

Weakness
 Organization does have a diversified range of sports products. However, the income of the
business is still heavily dependent upon its share of the footwear market. This may leave it
vulnerable if for any reason its market share erodes.
 The retail sector is very price sensitive. Does have its own retailers. However, most of its income
is derived from selling into retailers. Retailers tend to offer a very similar experience to the
consumer can you tell one sports retailer from another?
Opportunities
 Product development offers many opportunities. The brand is fiercely defended by its owners
whom truly believe that it is not a fashion brand. However, like is not, consumers that wear the
product do not always buy it to participate in sport. Some would argue that is youth culture
especially, it is a fashion brand. This creates it own opportunities, since product could become
unfashionable before it wears out. i.e. consumers need to replace shoes.

 The business could also be developed internationally, building upon is strong global brand
recognition. There are also global marketing events that can be utilized marketing events that can
be utilized to support the brand such as the World Cup (soccer) and The Olympics.

Threats
 As discussed above in weaknesses, the retail sector is becoming price competitive. This
ultimately means that consumers are shopping aroung for a better deal.

 The market for sports shoes and garments is very competitive.

 PEST ANAYASIS

Political

Threats
 Foreign Direct Investment Policies. A few foreign countries now have policies in
place that prohibit full ownership of retail stores. These policies hold a threat to
internationalization.
 Currency exposure risk
 Competitive tax system internationally

Economic

Opportunities
 Growth of the performance shoe industry
 Economic recovery
 Strong brand equity

Threats
 Increase in interest rates
 Increase in labor costs and inflation in India
 Under Armour shoe sales relies on a consumers discretionary income
 Increase in the shipping costs of raw materials and company resources
 High reliance on overseas manufacturing and outsourcing

Socio-Cultural

Opportunities
 Quality over price is valued in the footwear industry
 Average lifespan in the India is 78 and due to the economic crisis, people over
68, are worth 47 times more than people under the age of 35.
 Increase in physically active seniors
 Obesity rates have risen in the India making some consumers more health
conscious
 Participation in sports is a major part of Indian culture
 Rise in the number of women athletes
 Threats
 Obesity rates in the India have raised showing that some people are not
interested in physical activity

Technological

Opportunities
 Increase in the use of commerce conducted electronically
 Increase in the use of mobile commerce
 stems becoming increasingly popular for marketing to consumers
 New technologies emerging that allow corporations to become more energy
efficient as well as reduce manufacturing costs

Conclusion:

The opportunities for the athletic shoe industry outweigh the threats. Although labor, gas and
interest rates are increasing, there is greater opportunity for global growth as well as growth in
athletic participation. Due to the high rivalry and brand loyalty between Under Campus and
Lakhani high barriers of entry are created. This is why these two companies share an attractive
industry.
Source: moneycontrol.com

Date: 30th May 2020

COMPETITORS
1. Lakhani India
2. Campus
3. Bata India
4. Columbus
5. International Brands

LAKHANI INDIA
Originally incorporated as Lakbros Shoe Company Pvt Ltd in Dec.'81, Lakhani India (LIL) was converted
into a deemed public limited company on 14 Jul.'89 and its name was changed to Lakhani India in
Sep.'94. Promoted by K C Lakhani, P D Lakhani and J C Arora, LIL belongs to the Lakhani group. It
manufactures and markets shoes and chappals. In Jun.'95, LIL came out with a public issue of 38.4 lac
equity shares at a premium of Rs 110, aggregating Rs 46.08 cr, to part-finance the expansion-cum-
modernisation of its non-leather shoe unit from 30 lac to 61.65 lac pairs pa at Faridabad, Haryana, and its
diversification into the manufacture of 3 lac pairs of leather shoes. The other companies in the Lakhani
group are Lakhani Rubber Udyog, Lakhani Footwear, Lakhani Shoe Company, Lakhani Shoes, etc. The
group is the largest manufacturer of beach slippers and the second-largest manufacturer of canvas shoes
in India. It exports goods to UK, Sweden, Italy, France, Germany, Ireland and Western Australia. The
manufacturing units of LIL are at Bhiwadi, Rajasthan; Noida and Faridabad, Uttar Pradesh; and Indore,
Madhya Pradesh. The Lakhani group is one of the largest suppliers of rubber components to automobile
manufacturers like Maruti, TELCO, Escorts, Sona Steering, DCM Daewoo, etc.

CAMPUS (Action Shoes)

Action is one of the best shoe brands in India. Action shoes have many popular sub-brands names under it
like Action School Time, Action Eva Flotter, Action Health Plus, Campus and Action Synergy. This
brand is producing high-quality products that are affordably priced and are popular among masses and
youth for the past three-four decades. It is popular in India for sports footwear and schoolchildren’s
footwear. Action Shoes Private Limited is majorly in shoe Business Services from the last 36 years. It
was incorporated in 1984. Their casual shoes include canvas shoes, moccasins, loafers, and even party
wear shoes in multiple color options like black, brown, maroon and even white color. They may not be
stylishly designed but they have good features that can keep you comfortable throughout the day. They
are best suited for all the occasions- formal, casual or semi-formal occasions and shop online to find the
right footwear you need. Action Shoes Private Limited is majorly in shoe Business Services from the last
36 years.
BATA INDIA
Bata is a footwear manufacturing company incorporated in 1931. The company was earlier known as Bata
Shoe Company, later in 1973 the name was changed to the present one.

The company manufactures footwear for men, women and children. The Company manufactures shoes of
various quality such as leather, rubber, canvas and PVC shoes.
Bata Group has worldwide presence across 5 continents, serving 1 million customers per day and
operating 4,600 retail stores globally.
Prior to incorporation of Bata footwear were manufactured by handicrafts and small enterprise sectors.
The company started with its small operation unit located at Konnagar (near Calcutta) in 1932.
Currently it has five factories located at Batanagar, (West Bengal), Bataganj,
(Bihar), Faridabad (Haryana), Peenya (Karnataka) and Hosur (Tamil Nadu).
Today the company is the largest shoe company in terms of sales and revenues. It commands around 35
percent of market share in. Company’s 98 percent revenue comes from domestic operation. It owns 1250
stores spread across India.
BIL’ manufacturing unit became first Indian shoe company to receive the ISO: 9001 certification. The
company currently sells over 45 million pairs of shoes every year and has an annual sales turnover of
more than Rs 8000 million (USD 178 million).
Currently the company owns brands like Hush Puppies, Dr Scholls, North Star, Power, Marie Claire,
Bubblegummers, Ambassador, Comfit and Wind.

COLUMBUS
Columbus India Limited is a Non-govt company, incorporated on 05 Dec, 2007. It's a public unlisted
company and is classified as'company limited by shares'.

Company's authorized capital stands at Rs 75.0 lakhs and has 19.333332% paid-up capital which is Rs
14.5 lakhs. Columbus India Limited last annual general meet (AGM) happened on 29 Sep, 2017. The
company last updated its financials on 31 Mar, 2017 as per Ministry of Corporate Affairs (MCA).

Columbus India Limited is majorly in Manufacturing (Machinery & Equipments) business from last 13
years and currently, company operations are active. Current board members & directors are VINAY
KUMAR SINGH, PRAMOD KUMAR SINGH, DHANANJAY SINGH, MANJU SINGH and VIPIN
SINGH .

Columbus India Limited registered address is A-59,DEEPAK VIHAR,VIKAS NAGAR, UTTAM

NAGAR, NEW DELHI West Delhi DL 110059 IN.
 CHAPTER IV

RESEARCH METHODOLOGY & DATA ANAYSIS

RESEARCH METHODOLOGY
This project carried out a research which is both qualitative and quantitative in its support. The qualitative

approach applies to both, descriptive and inductive forms of research. While as in case of quantitative

approach, an extensive use has been made of the literature available to carry out a detail research on the

nature of the problem.

METHOD OF DATA COLLECTION & ANALYSIS

The data, after collection, has to be processed and analyzed in accordance with the outline laid down for
the purpose at the time of developing the research plan. This is essential for a scientific study and for
ensuring that we have all relevant data for making contemplated comparisons and analysis.
This research conducted a graphical analysis based on the responses received from the persons questioned
and interviewed. Once the interview was over, the responses received were be grouped together, and a
graphical presentation and analysis has been made for every set of questions.

SOURCES OF DATA

The data collected for this project is basically primary and secondary data which is collected from
Magazines, Internet and Books. As it is really a very difficult task to take views of higher authorities
of any company in such a less time and analyze their responses.

NATURE OF DATA

This project contains both primary sources and the secondary sources of data in eliciting
information.
PRIMARY DATA

The primary source of data involves oral interviews with retailers and questionnaires of retail
shopkeepers. These sources are inadvertently expected to yield more qualitative data and results.

SAMPLE SIZE: 120

SURVEY AREA: West Delhi

SAMPLE UNIT:
PRIMARY DATA COLLECTION METHODS

This research conducted oral interviews with retailers of Nestle. In considering an oral interview of such a
nature, a follow up and step by step approach was adopted in getting through the interviewees. The oral
interview involved a set of well thought out questions that were asked and the responses there on noted as
a basis for analysis. Subsequently a graphical analysis has been made based on the responses received
from the persons questioned and interviewed.

SECONDARY DATA COLLECTION METHOD

The secondary source of data includes relevant literature including periodicals and journal articles in the
areas of Marketing, customer satisfaction.
As it is a secondary research, all the data is selected after rigorous analysis of Articles from Newspaper,
Magazines and Internet.
DATA ANALYSIS OF CONSUMER PERCEPTION TOWARDS
INSURANCE
 CONCLUSION

This research concluded that the maximum numbers of retailers buys the products of Sparx, and there is
less preference of Lakhani’s product. Retailers procure Relaxo products from the distributors more than
the wholesalers. The respondent says that the sale of product of Relaxo is more in Summer than the
Winter. This research also conclude that the buyers buy nestle product more because of its quality, less
number of buyers should buys it through its schemes and variety. This also conclude that the distributors
of Relaxo comes weekly more than the competitors distributors comes in terms of goods and services
again Lakhani is good than the other competitors and the service of Campus is worst in comparison to
other competitors according to the retailers. This research also conclude that the buyers buy Relaxo
product more because of its quality, less number of buyers should buys it through its schemes and variety.
This research also concluded that less numbers of respondents face problem with the Relaxo Footwear
Limited, more number of respondents are happy and satisfied with the Relaxo Footwear Limited.
Therefore, it is concluded that the quality of goods and quality of services of Relaxo Footwear Limited is
good.
 OBJECTIVE OF THE STUDY

 To know about those confectionery brands which shopkeeper stock at their outlet.
 To know about the factors on which customer prefer other brands.
 To know about the problem they face with Relaxo Footwear Limited. If any?
 LIMITATIONS OF THE STUDY

1. The study is confined to limited period.

2. Accuracy of the study is mostly based on the secondary data.
3. The analysis and conclusion made by me as per my limited understanding and there may be
something variation in the actual situation.
4. The accurate decision cannot be taken by the information collected; people were relocating while
giving their personal information.
5. Dynamic nature of the environment, that is relevant today may not relevant in future.
 Bibliography
Websites

 www.google.co.in
 www.relaxofootwear.com
 www.economictimes.com
 www.moneycontrol.com
 www.timesofindia.com

Books

 Philip Kotler “Marketing Management” 11th edition

Questionnaire