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WOODLAND

CONTENTS

INTRODUCTION

WOODLAND CO.LTD-A PROFILE

MARKETING MIX STRATEGY

PRODUCT MIX STRATEGY

SURVEY ANALYSIS

SUGGESTIONS AND CONCLUSION

CONCLUSION

QUESTIONNAIRE

RESEARCH

WOODLAND

INTRODUCTION:
Today, footwear has become a part of our life. From Kids to old ones
everyone wears footwear. Footwear is the protective wears of foot of men
and women. Usually make out of leather with a stiff or thick sole &
generally reaching no higher than the ankle.
In olden days footwear were prepared of wood & leather. Although
sandals were the most common footwear in most early civilization, shoes
were also born during 1600-1200 BC in Mesopotamia.
For example, soft shoes were introduced by mountain people on the
border of Iran who ruled Babylonia during that time. This first type of shoe
was a simple wrap around leather, with the basic constructions of a moccasin
held together on the foot with rawhide lacing. Gradually this design was
improved upon and assumed many variations. Moccasins sandals and simple
boots were prevailing types of footwear almost until the middle ages.
In earlier days people were using footwear as a protection for foot.
But now a day with respect to changes in culture, living standards, taste,
westernization the buying habits in case of footwear is fast changing and
consumers also buy footwear to express their life style, status etc rather than
protection.
Earlier India footwear industry ;was a sellers market, but now it has
become buyers market. with the invention of new designs and innumerable
competitors entering the market, the Woodland shoes Ltd, is also facing
some problems.
At this juncture it will be vital to know what kind of marketing mix
strategy Woodland shoes Ltd... is following for its products. Identification
of problems and then finding solutions to the problem is the first step in
research As a result three is a need to study the problem and also to give
;suggestions to improve further sales.

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OBJECTIVES:1 To study the present status/role of the company in the Indian
Market.
2 To know the consumer, tastes and preferences while purchasing
footwear.
3 To study the factors which influence on consumers in making the
choice for a particular brand of footwear.
4 To analyze about the promotional aspects.
5 To assess the Market share.
6 To study the marketing activities of Woodland shoes Ltd.
7 To learn about the Impact of Pricing.
8 To make suggestions to Woodland shoes Ltd... to improve their
sales.
SCOPE OF THE STUDY:The present study covers covers the marketing of woodland shoes in
Koppa city. It covers marketing strategy adopted by the company and also
consumer attitude towards product, pricing and performance of the product.
METHODOLOGY:The required date are collected from primary sources regarding the
products, distribution channels, promotional techniques and the pricing
adopted was obtained through discussion with marketing persons and
through field survey by administering Questionnaire to the selected samples.
Secondary sources have been collected from published sources like
Magazines, Newspaper, and Company brochures, Annual reports and
information get by having an informal talk.
PROFILE OF THE STUDY:
Koppa is a commercial city, which constitutes total population of
about 3 lakhs. It is a big business center with well established educational
institutions. Majority of target customer is businessman and students.
Hence the study was conducted in different locations of Koppa to know the
consumer response toward footwear.

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LIMITATIONS:

Because of time constraint, the study is limited to 50 consumers only.

Lack of consumers awareness about different varieties of products.

Fast changing taste and life style of consumers.

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MARKETING STRATEGY
MEANING AND DEFINITION OF MARKETING STRATEGY:
Meaning:
Goods and services do not move automatically from the makers to the
users. There is a definite mechanism that brings about exchange of goods
and services against money or moneys worth for the mutual benefit-namely,
satisfaction to the consumers and surplus to the producers as manufacturers.
Marketing is the belt that connects the two major which of any economy
namely producers and consumers. Marketing is the creation of utilities as
goods and services get value added by the time they reach the consumers.
That is why in economic jargon Marketing refers to all the activities
involved in the creation of place, time, possession and awareness utilities.
Marketing strategy is the heart of marketing plan.
The concept of strategy usually comes from two planes. We have a
grand strategy or corporate strategy leading with company mission and
company mission and company objectives. Grand strategy is the integrating
map that charts the development and use of resources to meet the challenges
or goods as goods as well as functional objectives.

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Marketing strategy is the functional strategy it is related to marketing
as one functional real of business the corporate strategy plan is the masters
company plan that provides guidance to all managers about the direction in
which the firm wants to go and the position it wants to active.
The strategic plan sets the boundaries for all other functional
planning. Functional objectives are developed from company objectives.
So, marketing strategy is a consistent appropriate and feasible
(possible) set of principles though which a particular company hopes to
achieve its long-term customer satisfaction and profitability objectives in a
particular competitive environment.
Definition:
According to Philip Kottler the ideal marketing strategy would
achieve optimum utilization of all the resources of the firm.
According to American Marketing Association (Committee on
Definitions) Marketing includes all those activities having to do with
effecting changes in ownership and possessions of goods and services. It is
that part of economics which deals with the creation of time place and
possession utilities and that phase of business activity through which human
wants are satisfied by the exchange of goods and service for some valuable
considerations.
Objectives of the marketing:
Though the end of all marketing activities is the satisfaction of human
wants, and to derive profits there from the following are the most significant
objectives of modern marketing. These
are:
To Apply Effective and Intelligent Modern Marketing Policies,
To Develop the Market Field.
To Develop and Implement Guiding Policies for Better Results.

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To suggest solutions by Studying the Problems Relating to
Marketing.
To Find Sources for Further Information Concerning the Market
Problems

MARKETING MIX STRATEGY OF WOODLAND SHOES:


Marketing mix strategy has four components:
Product strategy
Price strategy ;
Promotion strategy
Place strategy.

All four elements of marketing mix are essential to the overall success
of the firm.
1.Product Strategy: Product is the core of marketing. It is the sum total of
the physical and psychological satisfaction it provides to the buyers. It is the
first and most important variable in marketing mix of the firm.
2.A product mix is a combination of attributes such as color, size design,
appearance, material, quality, performance, utility etc. These combinations
of attributes attract the customers. Therefore, a product is a bundle of all
kinds of satisfaction of both material and non-material kinds ranging from
economic utilities to satisfaction of a social psychological nature. The
product mix of ;a firm has 3 main characteristics namely width, depth and
consistency.
Width of the product mix refers to the number of items in each
product line.
Depth of the product mix refers to the each product line.
Consistency of the product mix means how closely related to various
product lines are in the use. Production requirements, distribution
channels or some other way.

PACKAGING:

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According to Professor Philip Kotler, Packaging is an activity which


is concerned with the protection, economy convenience and promotional
considered. It is the general group of activities in designing the containers
or wrapper for the product.
Packaging policy of the firm is to fill the footwear wrapped in a
attractive polythene cover, where every pair will be again packed in small
boxes made out of thin cardboard, then the boxes will be dispatched in big
cardboard boxes. The company is famous ;for the boxes in which shoes are
kept, as they are very attractive and good-looking.
BRANDING:
According to American Management as Association. Brand is a
name symbol or a design or a combination of them which is intended to
identify and to differentiate from those of the competitors.
The company believes handing of products is of strategic and
increasing importance. It is a means of identification, which also provides
trade and legal protection. The company considers it as massive asset.
The company products are branded under company brand name
woodland, which is original and which is short and sweet satisfying all the
requisites of a good brand name.
2.PRICING STRATEGY:
Pricing is an art of translating into qualitative terms (currency) the
value of the product or a unit of service to customers at point of time.
Pricing is a managerial task that involves establishing pricing objectives,
identifying the factors governing the price, ascertaining their relevance and
significance, determine the product value in monetary terms, formulations of
price policies and the strategies, implementing them and controlling them.
Pricing is an element of uncertainty to only a certain extent, in
concerning to the product of woodland enterprise, because their will not
frequent change in the cost price of leathers and non-leather. Woodland

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Company still believes in value of money to customers, which means a lot of
different income groups of society.
PRICING STRATEGY INVOLVES THE FOLLOWING ISSUES:
A.Discounts:
Regular discounts is not allowed, because not much profit margin is
involved in selling price, and discount allowing creates as assumption for
customers that selling price involves, high percentage of profit. The
discount allowed is of 4% on above Rs. 1000 worth of metal products, sold
by woodland enterprises.
A.Credit terms:
The model of payment which woodland shoes allows is either
payment in cash or in terms of credit only to the known customers. Credit is
allowed to the customer for a period of one or two some times it is for there
to four weeks i.e., one month, depending on the customers reputation and
regularity. This credit facility is also given to those customers who have
purchased in bulk.
3.PLACE STRATEGFY:
Place or the location plays an important role in marketing strategy
adopted by any businessmen.
LOCATIONAL ADVANTAGE:
Koppa is a medium sized city with all types of people engaged in
various activities. It is also called Distribution mix it is an important
marketing mix strategy as it undertakes to make the product available to
target customers. Distribution is an important function of marketing
between the producer and consumers.
It stands for making arrangements for the smooth flow of goods and
services from the producers to the consumers. It covers the channel of
distribution and the physical distribution including transportation,
warehousing and storage, financing and handling of the product.

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4.PROMOTION STRATEGY:
The strategy, which is undertaken to increase or efforts made to
improve demand and sales of products of a firm are known as promotional
strategies. Advertising is one of the major promotional tools.
The promotional tool which the firm or a shop adopted is the mouth.
The proprietor himself explains the uniqueness, features and advantage of
the product to the customers. He makes an effort to convince the customers
about the product offered, so as to give them maximum satisfaction.
Because satisfied customer is permanent asset and advertisement.
Woodland Company offers good packing box and covers tissue papers
for the customers when they purchase the shoes. Creates a black
showroom good environment to the customers so that the customers feel
relaxed and comfortably to explain their needs.
Also celebrates customer black showroom customers days on ugadi
pooja gifts are given to the customers to express gratitude. It is Thanksgiving day to the customers. Enterprises put lots of efforts to maintain the
good and mutual relationship with customers.

PRODUCT PROFILE
The product is the most important element of the marketing mix. In
fact the product is the starting point of all marketing services. The other
marketing efforts will become useless the nature of the product intended for
sole is determined and the policies pertaining to the product are properly
decide.
The term product covers the shape, design, packaging, banding, the
product range, and the size, the utility of the product and the guarantee and
service accompanying the product.

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Footwear has been classified into three types viz., leather footwear,
partly leather footwear and non-leather footwear. The leather footwear has
been defined as one which has an upper, made fully out of leather
irrespective of sole leather or otherwise; partly leather irrespective of sole
leather or otherwise; partly leather footwear as one which has pieces of
leather on its upper irrespective of sole leather or otherwise and non leather
footw3ear is the one which is totally made out of non leather material.
Footwear is often classified by its intended use. Street shoe, for
example tend to foot good support to have a heel designed for extensive
walking and to be conservative in style.
ABOUT THE PRODUCT:
Indias largest online shoe store brings its exclusive collection of
footwear to Rediff, (Bigshoebazaar).
These Top quality Woodland shoes are made of premium. Leather
developed by woodland for high resistance and durability. The sturdy sole
adds life to this excellent , product, making it durable even in toughest
conditions. These handstiched shoes are bonded with the toughest threads
that stand by woodlands high quality standards.
Extremely sturdy, long lasting and comfortable truly the mark of a
Woodland

Each shoe is available in sizes 6 to 10, packed in Woodland boxes.


TO KNOW YOUR SHOES SIZE PLESE REFER TO THE TABLE BELOW:

Size reference chart for Men

Size

Centimeters

WOODLAND

25.1

25.7

26.0

26.7

10

27.9

Shipping details:
The seller will ship this product usually ships in 4 working days.
payment methods accepted by the company:
5 monthly installments (available on CITI bank credit carad only)
Credit card: VISA/Master card/American express/Citibank diner.
Cheque: (Net banking) ICICI band. com/HDFC

bank direct pay/Federal

bank Fed net/IDBI Bank, net banking / Centurion bank epay /ITZ cash /
UTI bank /Bill junction.

ANALYSIS AND INTERPRETATION OF DATA

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The main objective of consumer survey is to understand the attitude of


consumer towards woodland shoes.
Consumer opinion is very essential and valuable in each and every
market is just like an umpire, customer satisfaction or non-satisfaction
should take into consideration in customer survey.
100 respondents were selected or satisfied random sampling basis for
conducting the survey. This type of survey analysis is helpful to understand
the customer preferences, their income group, occupation, range, brand etc.
The survey and interpretation of data collected from consumer is
presented as follows. Appropriate tables and charts were used to present the
reaction of the respondents.
CONSUMER SURVEY ANALYSIS:
TABLE-1
CLASSIFICATION OF RESPONDENTS ON THE BASES OF SEX:
SEX

NO.
RESPONDENTS

OF PERCENTAGE

Male

88

88

Female

12

12

TOTAL

100

100

From the above table it is clear that 88% of the respondents are male and
12% of the respondents are female.

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TABLE-2
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
ANNUAL INCOME:
Income

No.of

respondents

Percentage

Below 20,000

34

34

20000-50000

18

18

50000-70000

10

10

70000 7 above

38

38

TOTAL

100

100

From the above tale it is clear that 34% of the respondents are in the annual
income of below 20,000, 18% of the respondents are in the annual income of
20000-50000, 10% of the respondents are in the annual income of 5000070000 and 38% of the respondents are from the annual income of above
75,000.

TABLE-3
PERCENTAGE OF
WOODLAND SHOES:

RESPONDENTS

WHO

HAVE

USED

RESPONSE NO.OFRESPONDENTS PERCENTAGE


Yes

92

92

No

TOTAL

100

100

From the above table it is clear that 92% of the respondents who have used
woodland shoes and 8% of the respondents havent used woodland shoes.

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TABLE-4
FACTORS MOTIVATED TO BUY WOODLAND SHOES:
FACTORS

No. Of
PERCENTAGE
RESPONDENTS

Price

58

58

Good quality

20

20

Outlook and design

Advertisement

Brand image

Quality/outlook/brand image

Quality/outlook/brand/price

Good quality/ brand image

100

100

From the above table it is clear that 58% of the respondents are motivated by
the quality of the 20% of the respondents y the outlook and design, 8% by
the advertisement, 2% by the brand image, 8% by the quality, design and
brand image.
TABLE-5
MEDIA OF AWARENESS ABOUT WOODLAND SHOES :
OPINION

No.
OF
RESPONDENTS

PERCENTAGE

WOODLAND

Durable

22

22

Comfort

52

52

Moderate

Prestigious

10

10

Durable/comfort

Durable/comfort/prestigious

100

100

TOTAL
TABLE-6

OPINION ABOUT WOODLAND SHOES:


OPINION

No.
PERCENTAGE
OF
RESPONDENTS

Durable

22

22

Comfort

52

52

Moderate

Prestigious

10

10

Durable/comfort

Durable/comfort/prestigious

TOTAL

100

100

From the above table it is clear that 22% of the respondents are having
the opinion woodland shoes are durable,52% of the respondents are having
the feeling that woodland shoes are comfortable, 2% feel that woodland
shoes are moderate, 10% feel very prestige to wear woodland shoes, 2% feel
they are durable and comfortable, 2% feel they are durable, comfortable, and
prestigious.
TABLE-7

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PERIOD OF USING WOODLAND SHOES:


PERIOD

No.
Of
RESPONDENTS

PERCENTAGE

6 months 1 year

18

18

1-2 years

20

20

3& above

10

10

Not used

44

44

TOTAL

100

100

From the above table it is clear that the period of using woodland shoes i.e.
18% of the respondents using from 6 months- 1 year and 20% of the
respondents using from 1-2 years, 10% of the respondents using from 2-3
years, 44% of respondents using from above 3 years and 8% of the
respondents havent used to woodland shoes.
TABLE-8
OPINION ABOUT THE PRICE OF WOODLAND SHOES:
OPINION

No.
Of
RESPONDENTS

PERCENTAGE

High

56

56

Low

Moderate

44

44

TOTAL

100

100

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From the above table it is clear that 56% of the respondents are having the
opinion that the price of woodland shoes is high and 44% of he respondents
having the opinion that the price is moderate.

TABLE-9
SHOWROOM PREFERED BY THE CUSTOMERS TO BUY
FOOTWEAR:
SHOWROOMS

No.
Of
RESPONDENTS

PERCENTAGE

BLACK SHOWROOM 82

82

NEW
AGENCIES

16

DELUX 16

Others

TOTAL

100

100

From the above table it is clear that 82% of the respondents prefer to be
BLACK SHOWROOM Buy the footwear and 16% of the respondents prefer
R K foot wear and 2% of the respondents prefer other showrooms.
TABLE-10
OPINION ABOUT THE PRICE OF: BLACK SHOWROOM
OPINION

No.
Of
RESPONDENTS

PERCENTAGE

High

26

26

Low

16

16

WOODLAND

Moderate

58

58

TOTAL

100

100

From the above table it is clear that 26% of the respondents are having the
opinion about the price of BLACK SHOWROOM is high, 16% of the
respondents having the opinion about price of is low, 58% of the respondents
is having the opinion about the price of is moderate.

TABLE-11
OPINION REGARDING THE SERVICE SATISFACTION ON
WOODLAND DESIGN:
OPINION

No.
OF
RESPONDENTS

PERCENTAGE

Good

46

46

Bad

Better

22

22

Excellent

30

30

TOTAL

100

100

From the above table it is clear that the 46% of the respondents are having
the opinion regarding the service satisfaction on Woodland design, is good
2% is bad and 30% of the respondents opinion is excellent.
TABLE-12
OPINION ABOUT THE WOODLAND SHOE BRAND:
FACTOR

OPINION

NO.

OF PERCENTAGE

WOODLAND

RESPONDENTS
Price

Satisfied
Not satisfied

48
50

48.98
51.02

Quality

Satisfied
Not satisfied

48
2

96.55
3.45

Design

Satisfied
Not satisfied

54
6

90
10

Durability

Satisfied
Not satisfied

52
6

89.66
10.34

From the above table it is clear that customers 97% satisfied by the quality
of the woodland shoes brand and 3% not satisfied 90% of the customers are
satisfied by the design of the product and 10% are not satisfied 48.98% of
the respondents are satisfied by the price and 51.02% are not satisfied
89.66% of the respondents are satisfied by the durability of the product and
10.34% are not satisfied

MAJOR FINDINGS:Out of the total respondents surveyed, majority of the respondents are
male.
During the survey it is found that, majority of the respondents are
belonging to income group of 70,000 and above.

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Out of 50 respondents, 92% of respondents have agreed that they use


Woodland shoes
Out of total respondents surveyed, 58% of the respondents are
motivated by outlook, 8% by advertisement and 2% by brand image
of the product.
Out of total respondents surveyed, majority of respondents i.e. 40%
opined that they become aware of the product through friends and
relatives.
52% of respondents i.e. 44% have opined that they are using
woodland shoes for above 3 years and 8% have opined that they are
not using wood shoes.
Majority of the respondents i.e. 56% are having the opinion that the
price of woodland shoes is high.
Out of the total respondents i.e. 46% have opined that woodland
design is good, 2% is bad and 30% of the 30% of the respondents
opinion is excellent.
Majority of the respondents i.e. 97% are satisfied by the quality of
woodland shoes brand.
SUGGESTION:-

1.Price:
Almost all the consumers complain that the prices of woodland shoes
are very high not reaching the mark of customers expectation. So, the price
should reduced so as to increase the sales and profit of the company.
2.Quality:
Although the footwear of woodland shoes is generally ranked high as
to their quality, it is necessary to maintain and even improve the quality of
the product.
3.Design:
Though consumers are satisfied with the durability of the product
they need more designed and colours. There should be increase in tech
verities of the products so that a good number of customers are attached both

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male and female. Because majority of the population in the region is
relatively young and are in the high consumption stages of life.
4.Advertisement:
Though advertisement is the only media through which majority of
the customers became aware of the product but from the survey it was found
out that advertisement is not sok effective and informative and also it doesnt
reach more number of people. So, more and more advertisement must be
given in television by increasing the frequency of advertisement and the
colour advertisement should be used for newspapers so that the customers
will be aware of all the products, which exist in the market, and the new
product, which will be produced by the company.
5.After sales services:
Almost all of the respondents are satisfied with the services rendered
by the dealers.
1.Still the dealers should improve their marketing as well as after sales
services to meet the needs and taste of consumer demands.
2.Periodical survey of market from the company is necessary to know the
changes in.
3.Attitudes of consumers and reason for dissatisfaction if any.

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CONCLUSION:With the help of the survey conducted, the following conclusion
can be made:
There exists enough potential market for woodland shoes in
Koppa city.

Most of the respondents have the opinion that woodland shoes


Ltd., Supplies quality products. So, the quality is good.

Most of the customers are of the opinion the prices of woodland


shoes are high so prices should be brought down.

The majority of shoe occupied by woodland shoes Ltd. in the


market depicts that woodland enjoys higher reputation than the
other manufactures in the market.

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QUESTIONNAIRE
Dear Sir/Madam,
I am a student of Govt First Grade College in final year BBM
for the academic year 2012-2013. For the partial fulfillment of my course, I
am conducting the survey on the WOOD LAND FOOT WEAR, to prepare
project report. I request you to spend few minutes for me and fill in the
below mentioned questions in the questioner.
The information provided by you will be used only for academic purpose. I
hope you will co-operate for this.
Name: ________________
Address: _______________
contact No: Age: ___________
Sex: ___________
Male
Female

Occupation: __________
Annual Income (Rs)

Below 20,000
20,000-50,000
50,000-70,000
70,000 & Above
Which company foot wear do you prefer?
BATA
WOOD LAND

WOODLAND
PARAGON
LIBERTY
Are you a woodland buyer?
YES/NO
If yes state reason: _____________________
If no state reason: _____________________
What do you think of woodlands range of products?
High
low
Moderate
What motivated you to purchase woodland products?
a)Good quality
b)Price
c)outlook & design
d)Advertisement
e)Brand image
11. How did you come to know about woodland shoes?
a)Friends/Relatives
b)Advertisement
c)Showrooms
d)Other specify
12. What factors do consider while purchasing woodland shoes?
a)Image
b)quality
c)price
d)Guarantee
e)All
13. What is your opinion about Woodland shoes?
a)Durable
b)Comfort
c)Moderate
d)Prestigious
14. For how many years you have been using woodland shoes?
a)6 months-1 years
b)1-2 years
c) 2-3 years
d) above 3 years
15. In which shop you wish to buy the footwear?

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a)BLACK showroom
b)NEW DELUX agencies
c)Other Specify
16. What is your opinion about the price BLACK showroom
a) High
b)Low
c)Moderate
17. Are you satisfied with the service provided by the dealers.
a)Satisfied
b) Not satisfied
18. What is your opinion on woodland designs?
a)Good
b)Bad
c)Better
d)Excellent
19. Are you satisfied with the following woodland shoes.
Price

Quality

Satisfied
Not satisfied
20. Any suggestion:
Date:
Place:
Thank you for you kind co-operation
YPURS SINCERELY
UDAY C.

Design

Durability

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RESEARCH
This step requires the company to find out more about the industry their
client is in. Consider the perspective of client and the places he visits, and
looking at emerging trends in the marketplace.
Creating designs inspired by elements of nature because the style of the

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