PREFACE

Practical training is an important part of the theoretical studies. It bears immense

important in the field of Business Management. It offers the student to explore
the valuable treasure of experience and an exposure to real work culture
followed by the industries and there by helping the students to bridge gap
between the theories explained in the book and their practical implementations.

Training plays an important role in future building of an individual o that

he / she can understand the real world in which he has to work in future. The
theories greatly enhance our knowledge and provide opportunities to blend
theoretical with the practical knowledge where trainees get familiar with certain
aspect of industries relation. I feel proud to get my self trained at WOODLAND
SHOES at Jodhpur that is one of the top most organizations in India and whose
customer base is increasing rapidly with every passing day. For research work, I

have assigned the topic “A Study On Consumer Preference

For Branded Shoes”
.” which will help in analyzing the preference strength for Woodland Shoes.

1
 Acknowledgement

The research on “A Study On Consumer Preference For Branded Shoes” has

been given to me as part of the curriculum in 2-Years Masters Degree in
Business Administration.
I have tried my best to present this information as clearly as possible using basic
terms that I hope will be comprehended by the widest spectrum of researchers,
analysts and students for further studies.
I have completed this study under the able guidance and supervision of Ms. I will
be failed in my duty if I do not acknowledge the esteemed scholarly guidance,
assistance and knowledge. I have received from them towards fruitful and timely
completion of this work.
Mere acknowledgement may not redeem the debt I owe to my parents for
their direct/indirect support during the entire course of this project.

I also thankful to my friend who helped me a lot in the completion of this project.

2
 EXECUTIVE SUMMARY

This project takes a look in various kinds of Merchandising activities,

Market Share of different sports shoes and various Sales
Promotion schemes, which are followed in the Sports shoes
industry. The three major global players i.e. Reebok, Nike, and
Adidas dominate the sports shoes industry in India. India is one
of few battlegrounds in the world where there is neck-to-neck
competition between the three. The companies claim to be in
number one sport coating the data produced by two different
marketing research companies.

In the 1980s, Adidas sneakers became popular amongst teenagers and young
men. The Adidas sneaker was popularized by the Run DMC song "My Adidas"
and became a huge fashion trend. The Tapie affair the history of the company as
presented by its official web site is incomplete, perhaps because it is indirectly
linked to financial scandals. After a period of serious trouble.The death of Adolf
Dassler's son Horst Dassler in 1987, the company was bought in 1990 by
Bernard Tapie, for 1.6 billion French francs ($320 million), which Tapie borrowed.
Tapie was at the time a famous specialist of rescuing bankrupt companies, a
business on which he built his fortune.

Nike is the world's #1 manufacturer and marketer of athletic footwear and

apparel. Almost out of the blue, the company established itself as one of the
world's most familiar brands during the 1980s and 1990s.
As familiar as a Coke bottle or Big Mac, the Nike "swoosh" logo came to
symbolize not just sports culture, but street culture, as the appeal of the star
players who endorsed the brand was carried onto city streets. The approach of
the new century set Nike new problems.

3
Trainers went (briefly) out of fashion; economic slowdown and labor problems hit
Asian performance. But the group has bounced back, retaining its iron grip on the
sporting apparel sector and still undisputed leader in sports-oriented street wear.
Reebok is the world's third-largest maker of sneakers, athletic shoes and sports
apparel. Goods are sold under the brands Reebok, Rockport and Greg Norman
Collection. Reebok is also the official outfitter of the NFL and has an exclusive
deal to supply NBA jerseys beginning this season.
Reebok announced in July it would merge with German sporting apparel
company adidas-Salomon in a deal valued at $3.8 billion. The merger is
expected to be completed by the first half of 2008 and will create the second-
largest sporting goods company behind Nike with $11 billion in revenues.
Adidas will maintain its corporate headquarters in Germany and its North
American headquarters in Portland, OR. Paul Fireman will remain as Chief
Executive Officer of Reebok International Ltd. and will continue to lead the
Reebok team. Reebok will continue to operate under its name and will retain its
headquarters in Canton, MA.
In fiscal 2008, Reebok had net income of $192.4 million and sales of $3.7
billion.

4
 TABLE OF CONTENTS
S.no. Topic Name Page No.
1. Acknowledgement 3
2. Executive Summary 4
3. Company Profile

CONTENT PAGE NO
Certificate 1

Declaration 3

Research Objectives 6

Research Methodology 7-10

Limitations 11

12-28

Data Analysis & Interpretation 29-42

Suggestions & Recommendations 43-44

Annexure 44-48

5
Bibliography 49-50

6
INDUSTRY

PROFILE

7
ABOUT SHOES?

Sole

The bottom of a shoe is named the sole.

Insole

The insole is the interior bottom of a shoe, which sits directly beneath the foot.
Many shoes have removable and replaceable insoles, and extra insoles are often
added for comfort or health reasons (to control the shape, moisture, or smell of
the shoe).

Outsole

The outsole is the layer in direct contact with the ground. The material of the
outsole depends on the function, dressiness, and quality of the shoe, but is
generally very durable material, since it experiences the most stress. Dress
shoes have leather outsoles; casual or work-oriented shoes have outsoles made
of natural rubber or a synthetic imitation. The outsole may comprise a single
piece, or may comprise separate pieces of different materials. Often the heel of
the sole is rubber for durability and traction, while the front is leather for style.
Specialized shoes will often have modifications on this design: athletic cleats
have spikes embedded in the outsole to grip the ground; many kinds of dancing
shoes have much softer or harder soles. These soles can be as hard as
concrete, and very sturdy.

Heel

The bottom rear part of a shoe is the heel. These come in a variety of sizes and
are usually made to support the large stresses applied to the heel of the foot.
They are often made of the same material as the sole of the shoe. This part can
be high to make the person look taller, or flat.

Vamp, or upper

Any shoe has an upper part that helps hold the shoe onto the foot. In the
simplest cases, such as sandals or flip-flops, this may be nothing more than a

8
few straps for holding the sole in place. Closed footwear, such as boots,
sneakers and most men's shoes, will usually have a more complex upper. This
part is normally decorated or is made in a certain style to look fashionable and
attractive for the buyer.

Accessories to shoes

• Shoe horn - can be used to insert a foot into a shoe by keeping the shoe
open and providing a smooth surface for the foot to slide upon

• Shoe tree - placed inside the shoe when user is not wearing it, to help
maintain the shoe's shape

• Shoe polishing equipment:

• Shoe polish - a waxy material spread on shoes to improve

appearance, glossiness, and provide protection

• Shoe brush and polishing cloth - used to apply polish to

shoes

• Overshoes or galoshes - a rubber covering placed over shoes for rain and
snow protection

• (Orthopedic) shoe insert - insert of various materials for cushioning,

improved fit, or reduced abrasion. These include padding and inner
linings. Inserts may also be used to correct foot problems

• Shoe bag - a bag that protects shoes against damage when they are not
being worn

• Shoe stretcher - a tool for making a shoe longer or wider or for reducing
discomfort in areas of a shoe

• Snow shoe - a wooden or leather piece which increases the area of

ground covered by the shoe

9
Types of shoes

Dress and casual shoes

Dress shoes are categorized by smooth and supple leather uppers, leather soles,
and narrow sleek shape. Sturdy leather uppers, non-leather outsoles, and wide
profile characterize casual shoes.

Some designs of dress shoes can be worn by either gender. The majority of
dress shoes have an upper covering, commonly made of leather, enclosing most
of the lower foot, but not covering the ankles. This upper part of the shoe is often
made without apertures or openings, but may also be made with openings or
even itself consist of a series of straps, e.g. an open toe featured in women's
shoes. Shoes with uppers made high to cover the ankles are also available; a
shoe with the upper rising above the ankle is usually considered a boot but
certain styles may be referred to as high-topped shoes or high-tops. Usually,
laces or zippers secure a high-topped shoe, although some styles have elastic
inserts to ease slipping the shoe on.

Shoes made from real crocodile skin, in a conservation exhibit at Bristol Zoo,
England

Men's shoes

Men's shoes can be categorized by how they are closed:

• Balmorals - the vamp has a V-shaped slit to which the laces are attached;
also known as "closed lacing." In England, the balmoral is known as the
Oxford. American clothing companies to market shoes that are not
Oxfords, such as rubber-sole bluchers, use the word “Oxford”.

• Blüchers - the laces are tied to two pieces of leather independently

attached to the vamp; also known as "open lacing." In England, the
Blucher is known as the Derby shoe.

• Monk-straps - a buckle and strap instead of lacing

Various other closings exist but are less popular such as side-elastic closings.

Men's shoes can also be decorated in various ways:

10
 • Plain-toes - have a sleek appearance and no extra decorations on the
vamp.

• Cap-toes - has an extra layer of leather that 'caps' the toe. This is possibly
the most popular decoration

• Wing tips - The toe of the shoe is covered with a perforated panel, the
wing tip, which extends down either side of the shoe. Wing tips can be
found in both balmoral and blucher styles. In England this is called a
brogue.

Women's shoes

There are a large variety of shoes available for women. Some broad categories
are:

Pumps, known in the US as ballerinas or skimmers, are shoes with a very low
heel and a relatively short vamp, exposing much of the instep. They are popular
for warm-weather wear, and may be seen as more comfortable than shoes with a
higher heel.

High heels may be shoes with heels 2 inches (5 cm) or higher. They are often
seen as having more sex appeal than low heels (see article for discussion) and
are thus commonly worn by women for formal occasions or social outings.

• Sneaker boot and sneaker pump - a shoe that looks like an athletic shoe,
but is equipped with a heel, making it a kind of novelty dress shoe

• Boots - Long shoes (covering the ankle) frequently made of leather. Some
are designed to be used in times of bad weather, or simply as an alternate
style of casual or dress wear. Styles include rubber boots and snow boots,
as well as work boots and hiking boots.

11
 • Slippers - Usually for night use, commonly worn with pajamas

Athletic shoes

Men's and women's athletic shoes and special function shoes often have less
difference between the sexes than in dress shoes. In many cases these shoes
can be worn by either sex. Emphasis tends to be more on function than style.

• Sneakers/trainers (also called gym shoes or tennis shoes) - general

purpose athletic shoes; made out of rubber, cloth, and/or plastic to be
lightweight, flexible, and have good traction. Special varieties available for
basketball or tennis.

• Running shoes - very similar to above, with additional emphasis on

cushioning.

• Track shoes - lightweight; often with plastic or metal cleats

• Cleats - a type of shoe featuring molded or removable studs. Usually worn

while playing sports such as rugby, football, American football, or baseball

• Golf shoes - with "spikes" for better grip in grass and wet ground.
Originally the spikes or "cleats" were made of metal but replacable "soft
spikes" made of synthetic plastic-like materials with prongs distributed
radially around the edge of each spike are much more common today
(and are required on many golf courses since they cause less damage to
the greens)

• Bowling shoes - intermediate style between ordinary dress shoes and

athletic shoes. They have harder rubber soles/heels so as not to damage
bowling alley floors. They are often rented or loaned at bowling alleys.

• Climbing shoes, also known as hiking shoes or boots - usually have a high
somewhat stiff upper with many lace eyelets, to provide ankle support on
uneven terrain, with extra large traction on the sole.

• Walking shoes - have a more flexible sole than the running shoe, lighter in
weight than the hiking boot, may have air holes, may not be water proof.

12
 • Skating shoes - typically called skates. They have various attachments for
skating on the bottom of the shoe portion.

o Ice skates

o Roller skates

o Inline skates

• Ski boot - a large, thick plastic boot specially designed for attachment to
the ski.

• Skateboarding shoes have flat soles for a better grip on a skateboard.

They are very wide and have extra layers of padding to protect the
skateboarder’s feet. Many young people wear them for comfort.

• Cycling shoes are equipped with a metal cleat to interface with clip less
pedals, as well as a stiff sole to maximize power transfer and support the
foot.

• Snowshoes are special shoes for walking in thick snow. In temperate

climates, snowshoes are used for mostly recreational purposes in winter.

Orthopedic shoes

Orthopedic or "comfort" shoes are made with pedorthic and anatomically-correct

comfort qualities, such as padded removable foot beds, wide toe boxes and arch
support are made especially for those with problematic feet.

Dance shoes

• Pointe shoes - shoes designed for ballet dancing, which have the toe box
stiffened with glue and a hardened sole so the dancer can rise on the tips
of her (or his) toes

• Ballet slipper - heel-less slippers made of canvas or leather, with usually a

leather sole that may be continuous or in two parts (split-sole) - stiffer
leather sole over the ball of the foot and over the heel, with the part of the
shoe under the arch made of the softer material of the upper, so as the
foot can be pointed to its utmost. Elastic straps usually secure ballet

13
 slippers. They are most commonly pink, white, black, or pale tan, although
they may be made in specialty colors such as red or blue.

• Jazz shoe - similar in basic structure to a split-sole ballet slipper, jazz

shoes usually have a longer vamp, securing the foot by laces or elastic
inserts. Unlike ballet slippers, jazz shoes usually have a low (1" or under)
heel.

• Tango/flamenco dance shoes

• Dance sneakers (or dansneakers)- a combination of a sneaker and a

dance shoe, with a block toe like a ballet slipper

• Character shoes - shoes with a 1"-3" heel, which are usually made of
leather, and often have one or more straps across the instep to secure the
foot during dance. They may come in soft-soled (suede) or hard-soled
varieties. They may be adapted into tap shoes by attaching taps.

Work shoes

Work shoes are designed to stand heavy wear, to protect the wearer, and
provide high traction. They are generally made from sturdy leather uppers and
non-leather outsoles. Sometimes they are used for uniforms or comfort by
nurses, waitresses, police, military personnel, etc. They are commonly used for
protection in industrial settings, construction, mining, and other workplaces.
Protective features may include steel-tipped toes and soles or ankle guards.

Historical shoes

Footwear has been worn for tens of thousands of years. Shoes of the past
include:

• Espadrilles: these sandals, which are still worn today, are found as early
as the 14th century.

• Patten: a European wooden overshoe used to keep a person’s feet dries

outdoors. First worn in the middle ages, they continued in use even into
the early 20th century.

• Poulaine: a shoe with a long-pointed toe, popular in Europe in the 1400s.

14
Maintenance

• Breaking-in - Some shoes are made of hard but deformable material. After
a person wears them multiple times, the material reforms to fit the
wearer's feet. The person is said to have broken in the shoes.

• Polishing - for protection, water resistance (to some extent) and

appearance, especially for leather shoes and boots.

• Heel replacement - heels periodically wear out. Not all shoes are designed
to enable this.

• Sole replacement - soles also wear out. Not all shoes can have their soles
replaced.

• Shoelace replacement.

• When unfit for use, shoes can be treated as trash or municipal solid waste
and disposed of. The exception can be with most athletic sneakers which
can be recycled and turned into other raw materials. See Nike Grind as an
example.

Someone who makes or repairs shoes in a shop is called a cobbler.

15
 MARKETING MIX

PRODUCT

FUNCTIONALITY

FEATURES

• Pores in the pads, so that the fragrance can move upward

• Liquid with different fragrances (mild & strong)

• Acupressure in built in the pad

• Magnetic pads- to control the blood pressure

• Different color schemes & designs

• Refilling of the fragrance in the pads

• Range for male, female, children (above 15 years)

• Light weight

16
BRAND

• WOODLAND

WARRANTY

• For 1 year

17
 PRICE

Price of shoes is totally based on the relative prices of the other available brands
in the market

• Lakhani

• Action

• Liberty

• Bata

• M&B

• Nike

• Reebok

• Addidas

• Red tape

• Lomani

• Wood land

• Puma

• Austin, etc.

Out pricing polices will be based on value based pricing and competitive
based pricing,

We wont be using price skimming technique as it is only for the technical

products.

18
Since our quality of product is good and we have number of different features
provided there in the price ranges from 1500 to 5000.

PLACE

WHERE WE ARE LOCATED

• Headquaters in delhi supportedby multiple manufacturing and

development units in states like-

• Rajisthan.

• Uttar Pradesh

• Daman etc

• No. of executives are customer geographies with the purpose of creating

and nurturing channel partners as well as customer relationship.

MARKET COVERAGE

• Targeting 70%of total customers

• Mainly outlets in urban and sub urban areas

LOCATIONS ( for distribution)- trying to cover major urban and sub urban areas
of:-

• Delhi

• U.P

• Maharastra

• Bihar

• West Bengal

• Andhra Pradesh

• Tamil nadu

• Madhya Pradesh

19
• Rajasthan

• Karnataka

• Gujarat

• Orrisa

• Kerala

• Punjab

• Harana

• Chhattisgarh

• Uttaranchal

• Goa

• Arunachal Pradesh

• Mizoram

• Pondicherry

• Jodhpur

PROMOTION

ADVERTISING

• Posters and Hoardings

• Visual media

• Printed –( Newspapers, magazines )

• Radios(All FM radio channels.)

PUBLIC RELATIONS

• follow CRM ( customer relation management ) techniques

• corporate social responsibility.

20
 PEOPLE

• segmentation / target marketing

PHYSICAL DISTRIBUTION

CHANNELS OF DISTRIBUTION

Factory

C&F

Retailers

Customers

21
 • hiring carriage from independent carriers

PACKAGING

• Black box in the shape of shoe made up of hard board

• Logo is printed on the top leaf of the box with red color

• Using paper and jute bags for final distribution

• No usage of poly bags either inside for packing and for disposing off to the
customers

Fitting tips

The right socks

When trying on shoes, make sure you are wearing the appropriate socks. For
instance, if you are trying on boots that you would wear with heavy socks, don't
try them on with thin nylons.

The right time

The best time to try on shoes is usually at the end of the day, when your feet are
most swollen. The point of waiting until the end of the day is to make sure that
the footwear can fit you at your widest-- kind of a "worst case scenario" check.

The right foot

The first shoe you try on should be for your larger foot. For most people, their
larger foot is the opposite from the hand they write with. For example, if you're
right handed, your left foot might be bigger. Always fit the pair of shoes to this
foot.

22
The first step

Stand up with your shoes on. Walk around. You should be able to wiggle your
toes in the front of the shoe. For most footwear, your toes will be able to touch
the top of the shoe, but there should be 3/8" to 1/2" of space between your
longest toe and the end of the shoe. Different styles can sometimes dictate a
different amount of space at the end of the shoe for example " pointed toe" style.

The right shoe

Don't buy shoes that are too tight. If you're at the point where you're hoping they
will stretch to be comfortable, they probably won't. It's true that soft leather and
suede give slightly, moulding to your foot, but they will not dramatically increase
in width or length. There's a difference between a "snug", comfortable fit and a
"tight", uncomfortable fit. A few laps in the store should help you decide how you
feel.

Materials

A wide range of materials and combinations are used to produce footwear

nowadays. Leather, rubber, synthetic materials and fabrics are all mainly used for
the uppers.

Each material has its own specific features, not only in appearance but also in
properties, performance and treatment. The type of material used has an
important influence on how long the item lasts and, often, dictates the
recommended use.

However, the natural material that is most widely used for footwear is LEATHER.
Leather breathes, it is soft, it has good impact resistance, it adapts perfectly to
your feet. There are various main types:

• Smooth leather – has a soft surface with tiny pores, it can be shiny or
matt.

• Drummed leather – has a very soft and lined surface.

• Patent leather – has a very smooth and shiny surface; it is easily

damaged, due to chemical substances, to frost.

23
 • Nubuck – is similar to suede and is easily marked even if you touch it
lightly with your fingers, but they brush off easily.

• Leather – a type used for the soles on formal footwear.

• Crust – a section of the skin, under the surface.

In India, synthetic materials and fabrics are used for the uppers and insole or
lining of a shoe.

2 most frequent used synthetic material used besides textile:

PVC

Polyvinyl chloride is flexible material that is chemically non-reactive. PVC accepts

paints and performs well under most silk-screening processes have high
strength. It's weather resistance, and odorless.

PU

Polyurethane is a flexible and soft material that sometimes looks like leather.
Very light but does not have a long lasting shelve life. Will tends to bio-degrade
itself after 2-3 years into small molecular powder.

Symbols on shoes

A wide range of materials and combinations are used to produce footwear

nowadays. Leather, rubber, synthetic materials and fabrics are all mainly used for
the uppers. Each material has its own specific features, not only in appearance
but also in properties, performance and treatment. The type of material used has
an important influence on how long the item lasts and, often, dictates the
recommended use. However, the natural material that is most widely used for
footwear is LEATHER. Leather breathes, it is soft, it has good impact resistance,
it adapts perfectly to your feet. There are various main types:

•Smooth leather – has a soft surface with tiny pores, it can be shiny or matt.
•Drummed leather – has a very soft and lined surface.
•Patent leather – has a very smooth and shiny surface; it is easily damaged, due
to chemical substances, to frost.
•Nubuck – is similar to suede and is easily marked even if you touch it lightly

24
with your fingers, but they brush off easily.
•Leather – a type used for the soles on formal footwear.
•Crust – a section of the skin, under the surface.

Structures

Upper Sole Lining

Materials

Leather Smooth leather Textile Other materials

Customer promise .

A very personal service

Our professional specialised staff is there to help you make the best choice.
Don't hesitate to ask them for help or advice.

Product presentation
All the items are clearly marked with the price, size and description of the
materials used to make the product, thus saving you time and making your
choice easier.

Your purchase is guaranteed

You have the guarantee to replace the purchased item if it is still intact and
accompanied by the till receipt.

25
SPECIAL ATTRACTIONS

Alternative and Complementary Remedies for Hypertension

Acupressure for Hypertension

Acupressure is useful as a Complementary therapy in managing hypertension.

In traditional Oriental medicine, hypertension is said to be intimately connected

with blockages in the Liver meridian. The following points are useful for
managing acupressure:

Gb 20, Li 11, Ht 3, St 36, Lv 3, and Kd 1

Caution: If blood pressure exceeds 200/100, do not do acupressure at all.

(St 36, Three Mile Foot)

St 36 is the most effective point to rejuvenate the body and blood. The
combination of Li 11 and St 36 is used extensively to treat hypertension.

How To Locate St 36: This point is located four finger widths below the lower
border of the kneecap and one finger width off the shin bone to the outside. Flex
your foot up and down; you will feel the muscle move under your fingers if you
are on St 36.

26
Applying Pressure: Apply moderate to firm pressure on St 36. Hold the pressure
for one minute. This point can also be stimulated either with the heel of your
opposite foot, or with your fingers.

4. (Lv 3, Bigger Rushing)

Traditional Oriental medicine practitioners believe that hypertension is intimately

connected with blockages in the liver meridian. Lv 3 exerts a powerful, beneficial
influence on all aspects of the body associated with the liver meridian.

How To Locate Lv 3: This point is located on the top of your foot, between the big
toe and second toe.

Start at the web margin of skin between the two toes. Now slide your index finger
up between the bones until you feel a depression about 1/2 inch up.

Applying Pressure: Using your index finger, press between the bones. Start with
light pressure. Increase the pressure gradually as much as you can tolerate or
until you are using moderate to firm pressure. Press for about 1 minute.

5. (Kd 1, Bubbling Spring)

How to Locate Point: Kd 1 is on the sole of the foot between the second and third
toe bone, two thirds of the distance from the heel to the base of the second toe.
It's just below the ball of the foot.

Applying Pressure: Press firmly on the point for about a minute.

27
SEGMENTATION PROCEDURE

“SEGMENT” – A market segment consists of a group of customers who share a

similar set wants.

The marketer does not create the segments; the marketer’s task is to identify the
segments and decide which one(s) to target. Segment marketing offers several
benefits over mass marketing. We at Woodland shoes believe that we can create
a more fine-tuned product or service offering and price it appropriately for the
target segment.

BASIS OF SEGMENTATION

SEGMENTATION FOR WOODLAND

1) GEOGRAPHIC SEGMENTATION: Calls for dividing the market into

different geographical units, such as, nations, states, regions, cities or
neighborhoods. We will be operating basically in the Urban and Suburban
areas and tend to slowly and steadily expand business.

2) DEMOGRAPHIC SEGMENTATION: In this the market is divided into

groups on the basis of variables such as age, family size, family life cycle,
gender, income , occupation, religion, generation, nationality and social
class. We are basically catering to children above 15years of age and
adults.

3) PSYCHOGRAPHIC SEGMENTATION: In psychographic segmentation,

buyers are divided on the basis of lifestyle or personality or values. People
within the same demographic group can exhibit very different
psychographic profiles. Keeping the aforesaid in view we have laid special

28
 emphasis on the attitudes, interests and activities. Moreover we have tried
to analyze the different personality traits of the individuals surveyed. For
instance youngsters wish to go in for more abstract designs and peculiar
fragrances. They believe in the notion to be “DIFFERENT”!!!! Office going
ladies want something smart and comfortable because they have to do all
the chores (of the house as well as of the office ). Office going males want
something very comfortable and a very strong fragrance because they
have to wear the same footwear all day long.

4) BEHAVIORAL SEGMENTATION: Here the buyers are divided into groups

on the basis of their knowledge of, attitude toward, use of, or response to
a product. Like many marketers we also believe that behavioral variables
–occasions, benefits, user status, usage rate, loyalty, buyer- readiness
stage, and attitude are the best starting points for constructing market
segments. We have designed our questionnaire keeping in mind the
above parameters.

29
 PRICING STRATEGY

PRICING OF WOODLAND SHOES

Out pricing polices will be based on value based pricing and competitive
based pricing,

We wont be using price skimming technique as it is only for the technical

products.

Since our quality of product is good and we have number of different features
provided

FORMAL SHOES INFORMAL

SHOES

Men from Rs. 999 from Rs. 1599

Women from Rs. 799 from Rs. 1399

Kids from Rs. 599 from Rs. 1199

30
Competitive 5 Forces modal:

The five forces modal of Porter is an outside-in business unit strategy tool that is
used to make an analysis of the attractiveness (value) of an industry structure.
The Competitive Forces analysis is made by the identification of 5 fundamental
competitive forces:

• The entry of competitors -It basically deals with figuring out how easy or
difficult is it for new entrants to starts to compete, what kind of barriers do
exist, etc.

• The threat of substitutes –It deals with analyzing how easily can our
product or service be substituted, especially by cheaper versions.

• The bargaining power of buyers- how strong is the financial position of the
buyers.

31
 • The rivalry among the existing players-Is there a strong competition
between the existing players or not.

Value Chains

Michael Porter first developed the concept of value chains in his work on
competitive advantage. Since then, there has been a considerable amount of
work to expand on Mr. Porter’s original concepts. Value chain analysis, along
with supply and demand chain analysis, are staples of modern business
management.

Value chain and value coalition analysis is a business design approach that
defines processes based on economic value to a customer. To illustrate the
value of the approach, we can briefly compare it to two other widely used
business process design approaches, 1) work activity and, 2) functional
organization:

Work Activity Based

A work activity based approach is a process design based purely on some set of
activities supporting a workflow. An activity is defined as some effort that
transforms or creates an object.

For example: A work activity based process design on a purchasing workflow

would include the creation of a purchase order. This approach is useful in
determining the efficiency or effectiveness of a workflow process, but is not
always useful in determining whether the activity should have been performed in
the first place.

32
Functional Organization

This approach involves the top  down organization of functions based on types
of activities, e.g., finance, marketing, and engineering. This approach is
generally the least effective as it tends to result in disconnects across the
enterprise as well as sub-optimized processes, but it is very popular due to its
simplicity. As illustrated below, you can map a functional hierarchy to a process
map, but one does not flow out of the other. The theory is that the process-
based activities, especially in the case of a value chain based process design,
will better align your enterprise to its customers.

Using the value chain approach, processes that provide direct value to the
customer are modeled first. Derivative processes that support the value chain
processes are modeled to support the value chain. The general concept is that
by defining your enterprise around the revenue producing value chain processes,
the enterprise will be more effectively aligned with its customer’s needs.

33
 Manage Vendors &
P rovide Sourcing
Provide Aggregate
Provide Quotes
Pricing

Provide Planning & Develop Sourcing

 Channels Strategies
Req. Definition
 Sales
Support
Force  B2G
 Call Exchange
Center Acct Reps
Process Orders Manage Funding & Procure P roducts or 
 G2G Process Payments
Contracting Services  Support
Exchange Staff
Customer Suppliers/
Vendors
Dispose of Gov.
Assets Track/A djust Orders

Provide Oper. &

Maint. Services
K ey: O ut of scope in Phase 1

Manage Projects Phase 1 V alue Chain Analysis Focus

Purchasers

Phase 1 Value Chain Alignment Areas

Provide Logistics

Michael Porter’s Value chain

Porter distinguishes between primary activities and support activities. Primary

activities are directly concerned with the creation or delivery of a product or
service. They can be grouped into five main areas: inbound logistics, operations,
outbound logistics, marketing and sales, and service. Each of these primary
activities is linked to support activities which help to improve their effectiveness
or efficiency.

There are four main areas of support activities: procurement, technology

development (including R&D), human resource management, and infrastructure
(systems for planning, finance, quality, information management etc.).

The basic model of Porters Value Chain is as follows:

The term ‚Margin’ implies that organizations realize a profit margin that depends
on their ability to manage the linkages between all activities in the value chain. In
other words, the organization is able to deliver a product / service for which the

34
customer is willing to pay more than the sum of the costs of all activities in the
value chain.

The value chain method has been extended to include the value coalitions,
which recognizes that some processes need to allow greater flexibility. The value
coalition® model recognizes that value is often created by the simultaneous
interaction of several units:

35
 Marketing Production

R&D
CUSTOMERS

In the above illustration, R&D, Marketing, Production and Customers all are
viewed as working together to add value. Problems arising in the value coalition®
model thus involve several units and requires their simultaneous participation to
find solutions.

36
Performance management measures are ordained by the organization’s strategic
direction and the tactics required to achieve the strategy.

The figure below illustrates that effective performance grows in complexity as it

moves from the individual to the team, and to the values chain and coalition level.
This is because the number of different people, specialties, and types of
information tends to increase at higher levels of the hierarchy.

Hierarchy of Performance
C Values Chain & Coalition
O
M Performance
P
L
Team
E Performance
X
I Individual
T
Y Performance

15

37
 CONSUMER BEHAVIOUR

Effective marketing requires insight into consumers’ mind. It ensures that the
right product are conceived, produced & offered to the right consumer in the right
way.

What influence consumer behavior: - There are 3 factors that influence consumer
behavior:

3. Personal factors
-Age & stage in
the life cycle
1. Cultural factor
-Occupation &
- Culture 2. Social factors
Economic
- Sub culture -Reference group
circumstances
- Social life -Family
-Personality & self
-Roles & Statuses
concept
-Lifestyle & values

1. Cultural factors: - Culture: It is the fundamental determinant of a person’s

want & behavior. Ex. - American child > Material comfort, achieve & success,
freedom, activity, external comfort, individualism, youthfulness AND Indian
middle class child > Respect & care the elders, Honesty, integrity, hard work,
achievements & success, sacrifice etc.

Sub-culture: Each culture consists of smaller sub-culture that provides

more specific identification & socialization for their members. Subcultures include
nationalities, religious, racial group and demographic region. Multicultural
marketing came from this concept.

38
 Social life: All of the human societies have any social life. Social classes
have several characteristics. First one social classes differ in dress, speech
pattern, and many other characteristics. Second one, persons are perceived as
occupying inferior or superior positions according to social classes. Third, social
classes indicated by a cluster of variable for example, occupation, income,
wealth, education & value system etc. And fourth one individual can move up and
down the social-class ladder during the lifetime.

Social classes show distinct product & brand preferences in many areas
including clothing, home furnishing, leisure activities and automobiles. For
example

KELLOGG INDIA : Kellogg cornflakes : Indian consumer use hot milk {Firstly
failed.}

GE FINANCIAL : Hispanic community (from Spain) : 2 years research, Spanish

language call centre, launch web-site, tapped bilingual agents in key cities to sell
GE product.

2. Social factors: - Reference group: A person’s reference consists of all the

group that have a direct (face to face) or indirect influence on his/her attitude
and behavior. There are 3 type of Reference group (a.) Membership group:
Groups having a direct influence on person. Some membership groups are
primary group such as family, friend, neighbors, colleagues, etc. People also
belongs to secondary group like religious, professional and trade unions etc.
(b.) Aspirational groups: People are also influence by groups they do not
belong & hopes to belong. (c.) Dissociative group: These are those whose
values or behavior an individual rejects.
Family: The family is the imp. consumer buying orgn. in society and family
members constitute the most influential primary reference group. Family
members influence buying decisions. In the traditional joint family grand
parents. Nuclear family husband & wife both. Children & teenagers are
targeted by internet.

39
The Porvogue Website is targeted at the youth market.

A person participates in many groups – Family, clubs, orgn. etc. The

persons’ position in each group can be defined in terms pf roles & status.

ROLES: A role consists of the activities a person is expected to perform.

STATUS: Each role carries a status.

People choose product that reflect & communicate their roles & actual status in
the society. For ex.-

Mercedes, BMW etc.

3. Personal factors: - A buyer’s decision also influence by personal

characteristics, following:

Age & stage in life cycle: People buy different goods and services over a life
time. Marketers should also consider life events like marriage, childbirth, illness,
divorce, widowhood etc. as giving rise to new needs. Ex.-

BANK OF AMERICA (BOA) : Client manager : for help the person’s help

Occupation & economic circumstances: Blue caller workers : Work clothe, work
shoes, lunchboxes. President : Dress suit, air travel, country club membership.
Economic circumstances : Spendable income (level, stability, time pattern) ,
saving, assets, debts, borrowing power etc.

Personality & self-concept: Each person has personality characteristics that

influence his or her buying behavior. Personality : Self confidence, dominance,
sociability, autonomy, adaptability etc. Personality is a useful variable to analyzing
customer brand & choice. Self-concept: 1. Actual self-concept: - How one views
oneself ? 2. Ideal self-concept: - How one would like to view oneself ? 3. Others’
self-concept: - How one thinks other see one?

40
Lifestyle & values: - Lifestyle : It is a persons’ pattern of living in the world as
expressed in activities, interests & opinions.

People from the same subculture, social class & occupation may lead quite
different life style. Consumer decisions are also influenced by core values, the
belief systems that underlie consumer attitudes & behaviors.

Key psychological process: -

Motivation: A motive is a need that is sufficient pressing to drive the person to act.

Three of the best known theories of human motivation: -

• FREUD’S Theory: - Sigmund Freud assumed that the psychological shaping

people’s behavior is largely unconscious and that a person can’t fully understand
his or her own motivation. A technique is called ‘laddering’ can be used to trace a
person’s motivation from the stated instrumental ones to the more terminal ones.
Then the marketer can decide at what level to develop the message & appeal.

• MASLOW’S ’Theory: - Abraham Maslow sought to explain ‘why people are

driven by particular need at particular time. Why does one person spend
considerable time & energy on personal safety?’ This theory helps marketers
understand how various products fit into the plans, goals & lives of consumers.

• HERZBERG’S Theory: - Fredrick Herzberg develop a two factor theory that tell
between ‘Dissatisfiers’ (factor that cause dissatisfaction) & ‘Satisfier’ (factor that
cause satisfaction). The absence of ‘Dissatisfiers’ is not enough; ‘Satisfier’ must be
present to motivate a purchase. Ex.-

A Computer without warranty is dissatisfier and with warranty is satisfier or

motivator.

41
 This theory has two implications. First, seller should do their best to avoid
dissatisfiers & Second, the sellers should identify the major satisfier or motivator of
purchase in the market & supply them.

Perception: A motivated person is ready to act. Perception is the process by

which individual selects, organizes & interprets information inputs to create a
meaningful picture of the world. Perception not only depends on the physical
stimuli but also on the stimuli’s relation to the surrounding field and on conditions
within the individuals.

In marketing, perceptions are more imp. than the reality. It will affect
consumer’s actual behavior. It has three process :

• Selective attention : It means that marketer have to work hard to attract the
consumer’s notice. People like following types of stimuli :
1. That relate to a current need (Which thing want to buy that ad’s attract
consumer.)
2. That they anticipate (Radios in the computer stores.)
3. Whose deviation are large in the relation to the normal size of stimuli (5
Rs. off or 100 Rs. off)

• Selective distortion : It is the tendency to interpret inf. in a way that will fit our
preconceptions. It can work to the advantage of marketers with strong brand
when consumers distort neutral brand inf. to the it more positive.

• Selective retention : People will fail to register much inf. to which they are
exposed in memory but will tend to retain inf. that supports their attitudes &
beliefs Because of selective retention. It means we are like to remember
goods points about a product which we like & forgot good points about the
competitors.

42
 Consumer
Psychology

-Motivation
-Perception
Marketing Other stimuli Buying decision
-Learning
stimuli -Memory
process
-Product & -Economic -Problem
services -Tech. recognition
- Price -Political - Inf. search
-Distribution - Cultural -Evaluation of
& alternatives
Communicati- -Purchase
on
decision
Consumer -Post purchase
Characteristics behavior

-Cultural
-Social
- Personal

Purchase decision

-Product choice
-Brand choice
-Dealer choice
-Purchase amt.
-Purchase
timing
-Payment method

43
 MODEL OF CONSUMER BEHAVIOR

Learning : Learning involves change in an individual behavior arising from

experience. Learning is produce through the interplay of drives, cues &
reinforcement.

A drive is a strong internal stimulus impelling action. Cues are minor stimuli
that determine when, where & how a person responds. For Ex.-

*Dell computers : computer good : printer also good (Hypothetical thinking)

Learning theory teaches marketer that they can build demand for a product
by using motivating cues & providing +ve reinforcement.

Memory : Long term memory & Short term memory.

Memory process : 1. Encoding : It refers to that how & where inf. gets into
memory Form contents and situations of the market or consumer. 2. Retrieval :
It refers to how inf. gets out from the mind.

Buying decision process : It is a five stage model :

Problem Information Evaluation Purchase Post

Recognition search of decision purchase
alternatives behavior

Five stage model of consumer buying process

44
Problem recognition : The buying process starts from the problem recognition.
The can be triggered by the internal or external stimuli. For ex. –

A London’s Restaurant : HOT NOW : Sign that hot food everytime.

Marketers need to identify the circumstances that trigger a particular need by

gathering inf. from a no. of consumer.

Inf. search : - We can search the inf. from various path :

• Personal : Family, Friends, neighbor etc.

• Commercial : Advertising, Web-sites, Salesperson, Dealers, Display.

• Public : Mass media, Consumer rating orgn.

• Experimental : Handling, examining, using the product.

Evaluation of alternatives : No single process is used by all consumers or by

one consumer in all buying situation.

Some basic concepts will help us understand consumer evaluation process :

First, the consumer is trying to satisfy need. Second, the consumer is looking for
certain benefits from the product solution & third one consumer sees each
product like a need satisfier.

Now the question is that what things reflect evaluation.

• Beliefs & attitudes : Through experience & learning, people acquire beliefs
& attitudes. These influence buying behavior. A belief is a thought that a
person hold about something. And an attitude is person’s enduring favorable

45
 or nonfavorable evaluation, emotion feeling, Action tendency towards some
action & idea.

• Expectancy value model : Which brand consumer like he expect that the
satisfaction of that particular brand which he/she like. for ex. –

SONY Computer (like) : Purchase : Satisfy : again buy SONY product.

Purchase decision : In the decision making to purchase a product from market

the consumer has five sub-decision : Brand. Dealer, Quantity, Timing & payment
method.

Purchase
decision

Attitudes Unanticipated
of others situational factor

Purchase
intention

Evaluation of
alternatives

46
 Steps between evaluation of alternatives and a purchase decision

A consumer’s decision to modify, postpone, or avoid a purchase decision is

heavily influenced by risks, they are following :

• Functional risk : The product does not perform up to expectation.

• Physical Risk : The product’s negative affect on the consumer’s or other’s

health.

• Financial risk : The product is not worth the price which paid.

• Social risk : The product results in embarrassment from others.

• Psychological risk : The product affects the mental well-being of the user.

• Time risk : The failure of the product in an opportunity cost of finding another
satisfactory product. (The TATA’s Lakhtakia car. )

Postpurchase behavior : After the purchase the consumer might experience

about the marketing strategies. Marketing communication should supply beliefs
& evaluations that support the consumer’s choice & help him or her feel good
about the brand.

• Postpurchase satisfaction : Satisfaction is a function of the closeness

between expectation & the product performance.

• Postpurchase action : It depends on the consumer’s satisfaction. If he/she

• Postpurchase use & disposal : marketers should also monitor how buyers
use & dispose of the product.

47
 Upbeat
Colou Sunshi
-rful -ne
Fun

Singles

Nutriti
Fruits
-on

Healthy DOLE Female

Fresh- Contem
ness -porary

Pinea- Innov-
pple ative

Escape Useful
Refres
-hing

Hypothetical dole mental map

48
COMPANY
PROFILE

49
Woodland Enterprises is a 2-in-one business that began as a home-based
catalog in 1985. At the time, Dawna gave up her elementary teaching career so
she could be home with her young son and new daughter.

Today the kids are finishing college and the business continues to grow, with
Dawn as the day-to-day manager and husband Jim handling catalog production
and web site design.

50
In Woodland Catalog we strive to feature the full range of items with the Smokey
Bear and Woodsy Owl emblems that can be bought and sold. Some items, called
"campaign materials" by the USDA Forest Service, are considered as "give-
aways" only and we are not allowed to sell those. They are available from ranger
stations and state forest offices.

Our catalog has grown from 8 pages and one color in 1985 to its current 56
pages in full color. We mail it nationally twice a year. Eventually the business
outgrew our house so we purchased a building on Main Street in Moscow in
1996. To take advantage of the building's storefront and off-street parking, a
small forest fire museum was created for visitors in 1997.

Walter, Dawn and Julianna. Husband Jim likes to be

behind instead of in front of the camera!

In 2002, we purchased an existing downtown business called Northwest

Showcase and moved it from its former location to our storefront. Northwest
Showcase features the work of about 70 of the finest local and regional artists
who are carefully selected based on the quality of their work and their
dependability as a supplier. We also carry some pertinent books and an
assortment of Moscow and idaho memorabilia.

Our customers appreciate the opportunity to buy high quality artist's products
year-round and many vacationers go out of their way to visit the home of the
world's largest assemblage of Smokey Bear items. We're open six days a week
and our friendly staff will be happy to see you! We even maintain a large supply
of local tourism information and Jim is our resident expert on Lewis and Clark
who passed this way in 1805 and 1806. Check out his book, Across the Snowy
Ranges - The Lewis & Clark Expedition in Idaho and Western Montana in our
shopping pages. And by all means, plan to stop in when in the Moscow area.

51
Woodland Enterprises
310 N Main St.
Moscow, ID 83843
Contact: Dawna Fazio, Manager – smokey@smokeybeargifts.com
Telephone: 208/882-4767
Facsimile: 208/882-0373

HISTORY OF THE COMPANY

 1960: Aero club started as a small manufacturing unit in Delhi. They were
among the first to export shoes to the U.S.S.R

 1962: They ventured into retailing with an outlet at a prime location in

Delhi.

 1972: They set up the first fully mechanized modern shoe factory in India
(with German Machinery) to augment existing capacities, in view of the
growing export demand.

 1992: The Company launched Woodland brand and acquired winter boot
factory in Quebec, Canada to cater to the Canadian and U.S. Markets.

 1994: Commissioned manufacturing plant for Reebok for export to U.S.A.

 1997: Commissioned manufacturing unit for apparels, adding to the range

of Woodland products.

 2002: Woodland becomes a national leader in premium category shoes,

apparels and accessories. Started sourcing operations from South East

52
 Asian Countries. Opened offices in China and Hong Kong, facilitating the
heavy domestic demand for new products and development.

 2007: Total No. of exclusive showrooms targeted to touch the two

hundred mark.

Indian shoe market is one of the most dynamic markets in the world. Although
there are different valuations about the Indian Shoe Market. It is estimated to be
worth around Rs 11000 crores. The market is traditionally price driven and
dominated by the unorganized sector.

What does woodland stands for?

The answer is simple the spirit of adventure, of course. The advertising has been
created specifically to communicate this spirit to everyone. And to encourage
them to keep exploring and keep discovering. Woodland not only believes in
making the best quality products but also creating outstanding communication
ideas. It’s no wonder then that Woodland advertisement have been widely
recognized in India and abroad. Woodland is an Indian Brand and they have
done it with Indian Footwear. In a market dominated by sports and leather shoes
Woodland created a category for itself. Woodland never wanted to be an ordinary
shoe so till now this brand is concentrating on the premium end (above Rs 1500
shoes) of 2000 crore casual shoe segment. Woodland targets the up market
segment and is positioning itself as a rugged high quality premium casual shoe. It
can be called as SUV of Indian shoes. The ads are catchy and tempting.

The logo of Woodland was a status symbol during the nineties. The brand is
excellent in quality and styling. The brand carefully presented itself as an outdoor
trekking kind of shoe which captured the imagination of Indian youth True to its
price, the brand delivered its promise on quality which ensured that the brand is
perceived as a value for money brand. Woodland has extended itself to
accessories and apparels. Earlier Woodland tried its hand in the formal shoe
category with the brand Woods but it did not make much impact in that market.

The careful branding has helped the brand to garner about 40% of the premium
casual shoe market. But this market is witnessing lots of competition with global

53
brands flexing its muscle in India. Woodland is a household brand with over 200
exclusive stores across the Indian Sub-continent in addition to a distribution
network covering over a thousand stores across the country.

FEATURES OF THE PRODUCT

 Quality worth the money spent on :

Price of woodland shoes starts from Rs 1000 onwards. These shoes are very
beautifully designed and fashionable. These shoes are available for around Rs
1450 and the purchase is worth of quality.

 Very trendy and fashionable:

If you are ready to spend around Rs 2,000/- or above Woodland offers

you a wide variety of trendy and fashionable shoes. You could be sure to acquire
stone & pearl worked sandals best suited to your occasion and kid’s shoes are
also available in different colures like red, velvety-brown, white, blue etc. but they
are priced high.

 Long and durable:

54
 Woodland shoes are really meant for longevity. They are classically
manufactured for the toughest meanders. Due to its longevity and durability
woodland shoes are preferred by those who don’t believe in frequent changing of
shoes.

 Padded Layers to provide comfort:

Woodland shoes also provide the customers with padded layers in the shoes in
order to provide much more comfort than other shoes.

 Fabric lined for soothing experience:

In some of there models woodland shoes also provide fabric linings for soothing
experience to there customers. This is a unique feature of there shoes.

 Incredible range:

Woodland shoes also provide incredible range of shoes to there customers so,
that they can have a variety of choice.

55
56
 TYPES AND PRICE OF THE PRODUCT

 Formal shoes:-

Woodland has a wide variety of formal shoes starting from Rs. 1445 onwards.
These shoes are light in weight, comfortable and attractive.

Price : 2495.00

 Casual shoes:-

Woodlands casual shoes are more in demand among the youths. They provide
good quality, comfort and classic look to their customers. These shoes are
available for Rs.1145 onwards. Shoes are available in full size from 1 to 13.

ShopID :2742
Rs.2395

57
  Athletic shoes:-

These shoes are beautifully designed and they provide ankle coverage,
lightweight and durability to their customers. Shoes are available for Rs.1545
onwards.

ShopID :7738
Rs.2795

 Velvette shoes:-

These shoes are more in demand by the ladies as these shoes are beautifully
designed with Velcro closure and elastic back. These shoes are available for Rs.
1645 onwards.

Price : 2850.00

58
  Trekking shoes:-

Trekking shoes are the most known shoes in the market. These shoes have
excellent foot grip. They also provide good cushioning and deep treaded sole for
all terrains, dust, mud, ice, water. These shoes are available for Rs 1595
onwards

ShopID :3647
Rs.2695

 Narrow edge shoes:-

Narrow edge shoes are very in now days. These are easy pointy shoes made out
of swed leather, which looks accurate at normal distance. They are not as difficult
to walk in as it looks. These shoes are available for Rs. 1945 onwards.

ShopID :7736 Rs.2795

59
  Sandals:-

These sandals are stylish in design with fantastic colours option, well padded
soles and great grip. The company uses smooth and exotic leather for making of
this shoe. They are available for Rs. 1495 onwards.

ShopID :6667
Rs.2195

 Baby shoes:-

Woodland also has a good variety of baby shoes. They provide

Multi coloured kid’s shoes with attractive looks. These shoes are very
comfortable with a soft fabric lining sole. These shoes are available for Rs. 995
onwards.

RS: 1195.00

60
 FUTURE PLAN OF THE COMPANY

WOODLAND SPENDING BIG TO EXPAND IN INDIA

They are planning to invest about Rs 10 crore (Rs 100 million) to set up three
new plants and to double there production capacity to 20000 shoes per day
in Rajasthan to cater to the increased demand,"

The company currently has a production capacity of 9000 pairs of shoes per day.
The new units, likely to be ready by 2008-end, would take its capacity to
10,000-12,000 pairs.

"They are well-placed to achieve a turnover of Rs 200 crore (Rs 2 billion) in the
current fiscal and are anticipating a top line of Rs 350 crore (Rs 3.5 billion)
in the next two years,"

The company plans to open 60 to 70 new retail stores by 2008 to strengthen its
presence in the country. The new stores would come up in metros and Tier-
I cities and would take the total number of exclusive Woodland stores to
195.

"About 50 per cent of the stores are owned by the company and 50 per cent are
based on the franchise model. They would follow the same model for there
new stores, where around 50 per cent of the stores would be owned by the
company,

The company is now planning to invest up to Rs 200 crore in the next 12 months
on their expansion plans.

They are aiming to open 75 more stores in the country. The plan is to also
enhance the manufacturing capacity to cash in on the ongoing retail boom.

They are also planning to import the latest technology in a big way to set up 100
percent robotics based automated plant.

61
The company is also considering strategic tie-ups and outsourcing work to some
partners in the southern states.

SERVICES PROVIDED TO THE CUSTOMERS

Warranty period:-

The Showrooms also offer warranty for the footwear ranging from 6
months to almost 1 ½ years depending upon the shoes price.

After sales services:-

Woodland showroom also provides their customers with a satisfactory

after sales services. They give complementary gifts to the customers on a
specified purchase made by them. It includes shoe polish, shoe shiner,
belts and other accessories too.

Special discount offer:-

Woodland generally provides special discount offers to the customers

which mostly includes 12% discount on the purchase made. They also
give discounts on special occasions such as ganpati, diwali, dusshera.

Shoe mela:-

Woodland also conducts shoe mela at various cities where they sell there
shoes at discounted rate. They have conducted shoe mela at Hyderabad,
Chennai, Bangalore and many more.

Online purchase:-

Woodland also provides a very convenient facility of online purchasing to

their customers. Under this facility customers can purchase and pay online
through internet.

62
 INTERNATIONAL PERFORMANCE OF THE PRODUCT

The desire to explore does not have any boundaries. Adventure does not come
with any limits. Discovery does not have an end. These are as vast as the
greatness of the outdoors. And it is this belief that has been continuously driving.

Woodland forward in all its endeavors. It is this belief that has taken Woodland
beyond India’s borders and into the forefront of global outdoor products. And it is
these beliefs that will help Woodland push the frontiers of the style and quality to
bring you only the best. With a number of showrooms already opened and
opening in cities around the world, Woodland is truly becoming a global brand.

Now, without losing focus on its Indian customer, the company has once again
set its eyes back on the international market, this time through its powerful retail
brand – Woodland. In the very near future, consumers around the world will be
able to buy Woodland products available in cities beyond the Indian Sub-
continent.

Following are the countries in which woodland brand have established their
market:-

 Canada

• Large winter boots factory in Quebec

• Lasting / finishing in Quebec uses American lasts/ sole/ fitting –marketing

in Canada.

63
• Specialty in winter boots and Woodland type casual shoes.

 China & Hong Kong

Sourcing operations from South East Asia

 Europe
Servicing the German, French, Italian markets and prominent brands and
wholesalers by the export wing of the group.

64
 Adidas
Introduction

Adidas is a German sports apparel manufacturer, part of the Adidas-Salomon

Corporation. Adidas was named after its founder, Adolph (Adi) Dassler, who
started producing shoes in the 1920s in Herzogenaurach near Nuremberg with
the help of his fellow friend Cody. It registered as Adidas AG on 18 August 1949.
The company's clothing and shoe designs typically include three parallel stripes
of the same color, and the same motive is incorporated into Adidas' official logos.

Competitors

Rudolf Dassler, Adie’s brother, founded a rival company, PUMA the chief
competitors of Adidas are Puma and Nike. In August 2005, the company
announced that it had made a deal to acquire rival Reebok for $3.8 billion. The
acquisition would increase its market share in North America and allow it to
further compete with Nike. This will propel Adidas to the number two spot in the
foot apparel market behind Nike. Adidas' trademark saying is 'impossible is
nothing'.

Enhancement

In the 1980s, Adidas sneakers became popular amongst teenagers and young
men. The Adidas sneaker was popularized by the Run DMC song "My Adidas"
and became a huge fashion trend.

The Tapie affair the history of the company as presented by its official web site is
incomplete, perhaps because it is indirectly linked to financial scandals. After a
period of serious trouble following the death of Adolf Dassler's son Horst Dassler
in 1987, the company was bought in 1990 by Bernard Tapie, for 1.6 billion
French francs ($320 million), which Tapie borrowed. Tapie was at the time a
famous specialist of rescuing bankrupt companies, a business on which he built
his fortune.

Tapie decided to move production offshore to Asia. He also hired Madonna for
promotion.

65
In 1992, Tapie was unable to pay the interest from his loan. He mandated the
Credit Lyonnais bank to sell Adidas, and the bank subsequently converted the
outstanding debt owed into equity of the enterprise, which was unusual for then-
current French banking practice. Apparently, the state-owned bank had tried to
get Tapie out of dire financial straits as a personal favor to Tapie, reportedly
because Tapie was a minister of Urban Affairs (ministre de la Ville) in the French
government at the time.

In February 1993, Credit Lyonnais sold Adidas to Robert Louis-Dreyfus, a friend

of Bernard Tapie (and cousin of Julia Louis-Dreyfus from the Seinfeld TV series),
for a much higher amount of money than what Tapie owed, 4.485 billion francs
rather than 2.85 billion. Forgetting why the bank actually bought Adidas, Tapie
later sued the bank, because he felt spoiled by the indirect sale.

Robert Louis-Dreyfus became the new CEO of the company. He is also the
president of the Olympique de Marseille football team, to which Tapie is closely
linked.

Tapie went bankrupt himself in 1994. He was the object of several lawsuits,
notably related to match fixing at the football club. He spent 6 months in La Santé
prison in Paris in 1997 after being sentenced to 18.

In 2005, French courts awarded Tapie a 135 million euro compensation (about
886 million francs).

Post-Tapie era

In 1997, Adidas AG acquired the Salomon Group, and its corporate name was
changed to Adidas-Salomon AG.

66
A HAWK EYE VIEW

In 1998, Adidas sued the NCAA over their rules limiting the size and number of
commercial logos on team uniforms and apparel. Adidas withdrew the suit, and
the two groups established guidelines as to what three-stripe designs would be
considered uses of theAdidas AG

ADIDAS

Type Public

Founded 1949

Location Herzogenaurach, Germany

Key people Adolph Dassler, founder

Herbert Hainer, CEO
Robin Stalker, CFO
Andreas Gellner, Managing
Director, India

Industry Textile

Products Footwear
Accessories

Revenue $7.866 billion USD (2003)

Website www.adidas-group.com

In 2003, Adidas filed a lawsuit in British court challenging Fitness World Tracing’s
use of a two-stripe motif similar to Adidas's three stripes. The court ruled that

67
despite the simplicity of the mark, Fitness World's use was infringing because the
public could establish a link between that use and Adidas's mark.

In 2005, Adidas introduced the Adidas 1, the first ever production shoe to utilize a
microprocessor. Dubbed by the company "The World's First Intelligent Shoe" it
features a microprocessor capable of performing 5 million calculations per
second that automatically adjusts the shoe's level of cushioning to suit its
environment. The shoe requires a small, user replaceable battery that lasts for
approximately 100 hours of running. It currently retails for $250 (USD). The latest
edition adidas 1.1 has been selling since Nov 2005. This is considered an
upgrade of the version 1, claiming to be better, faster and stronger.

Also in 2005, on May 2, Adidas told the public that they sold their partner
company Salomon Group for 485 mn Euros to Amer Sports of Finland.

In August 2005, Adidas declared its intention to buy Anglo-American rival

Reebok for US$ 3.8 billion. This takeover was completed in August 2005 and
meant that the company will now have closer business sales as those of Nike in
Northern America. The acquisition of Reebok will also allow Adidas to compete
with Nike worldwide. World Cup 1954When West Germany miraculously won the
soccer 1954 World Cup, their footwear was supplied by Adidas. These shoes
introduced a technological breakthrough: studs with screws. When the weather
was good and the pitch was hard, the shoes were equipped with short studs;
when it rained; longer studs were screwed on the bottom of the shoes. As the
final game against the highly-favored team from Hungary was played in heavy
rain, this gave the German players a firmer hold on the slippery pitch.

This anecdote was a plot device used in the successful German film, Das
Wunder von Bern, which was a movie version of the 1954 World Cup.

68
Official World Cup supplier Since the 1970 FIFA World Cup with the football
Telstar, Adidas has been the FIFA official match ball supplier for every FIFA
World Cup and designs the official match ball for every edition of the event.

Adidas factory outlet in Herzogenaurach, Germany Teams sponsored by

adidas

Adidas sponsors major teams in a number of sports, especially football, rugby

and tennis. American college sports teams are also sponsored. (1993-2001):
Robert Louis-Dreyfus. He has been highly successful with managing the
company until 2001. His self-admitted secret was simply copying what Nike and
Reebok did.

"Adidas" is simply a combination of the founder's nickname (Adi) and the first
three letters of his last name (Dassler). This dispels the rumor that the letters are
an acronym for "all day I dream about sports," "all day I dream about soccer," or
more crudely "all day I dream about sex."

REEBOK

69
Introduction:
Reebok is the world's third-largest maker of sneakers, athletic shoes and sports
apparel. Goods are sold under the brands Reebok, Rockport and Greg
Norman Collection. Reebok is also the official outfitter of the NFL and has an
exclusive deal to supply NBA jerseys beginning this season.

Reebok announced in July it will merge with German sporting apparel company
adidas-Salomon in a deal valued at $3.8 billion. The merger is expected to be
completed by the first half of 2006 and will create the second-largest sporting
goods company behind Nike with $11 billion in revenues.

Adidas will maintain its corporate headquarters in Germany and its North
American headquarters in Portland, OR. Paul Fireman will remain as Chief
Executive Officer of Reebok International Ltd. and will continue to lead the
Reebok team. Reebok will continue to operate under its name and will retain its
headquarters in Canton, MA.

In fiscal 2004, Reebok had net income of $192.4 million and sales of $3.7 billion

Brief history:
Reebok's origins go back to 1895 when Joseph William Foster made running
shoes with spikes in them. He formed a company called J.W. Foster and Sons
which made shoes for top runners. The family-owned business made the shoes
for athletes in the 1924 Summer Olympics.

In 1958, two of the founder's grandsons started a companion company that came
to be known as Reebok, named for an African gazelle.

In 1979, Paul Fireman, a partner in an outdoor sporting goods distributorship,

spotted Reebok shoes at an international trade show. He negotiated for the
North American distribution license and introduced three running shoes in the
U.S. that year. At $60, they were the most expensive running shoes on the
market.

By 1981, Reebok's sales exceeded $1.5 million, but a dramatic move was
planned for the next year. In 1982, Reebok introduced the first athletic shoe

70
designed especially for women; a shoe for a hot new fitness exercise called
aerobic dance. The shoe was called the Freestyle, and with it Reebok anticipated
and encouraged three major trends that transformed the athletic footwear
industry: the aerobic exercise movement, the influx of women into sports and
exercise and the acceptance of well-designed athletic footwear by adults for
street and casual wear

Reebok went public in 1985.

Benefits:
MEDICAL INSURANCE Employees who work at least 20 hours per week are
eligible to join our group medical plans after one month of employment. We
currently offer three health plans (depending on your geographical location) so
that you may choose the plan that best suits your needs. All of our plans have
prescription drug coverage.

DENTAL INSURANCE (For both New England and Non New England: Delta
Dental)
Employees who work at least 20 hours per week are eligible to join our group
dental plan after one month of employment. We currently offer two dental options
so that employees may choose the plan that best suits their needs.

GROUP LIFE INSURANCE & AD&D (Prudential)

Full-time employees. We currently offer $10,000, one times an employee's base
pay or two times an employee's base pay; supplemental life up to $300,000. The
maximum coverage for Life and AD&D are $500,000 each.

LONG-TERM DISABILITY (Prudential)

Full-time employees. Coverage begins on the 91st day of disability. We offer
three different levels of coverage - 50%, 60% and 70% of base earnings.

SHORT-TERM DISABILITY
Full-time employees. Coverage equals 100% of base earnings for up to 90 days.

71
TRAVEL ACCIDENTAL DEATH & DISMEMBERMENT (American International
Group) Five times your annual salary to a maximum of $1,000,000. Coverage is
free.

REEBOK EMPLOYEE STOCK PURCHASE PLAN

All Employees with six months of service may elect to participate in the Reebok
Stock Purchase Plan. Employees may contribute between 2% and 10% of their
weekly earnings on an after-tax basis to buy stock at a special discount at the
end of an option period. Option periods begin on January 1 and July 1.

REEBOK SAVINGS AND PROFIT-SHARING RETIREMENT PLAN

All employees with one year of service (and over age 21) are eligible to
participate in the 401(k) plan. Under this plan, employees may contribute
between 1% and 80% of pre-tax earnings, choosing how their contributions are
invested. To encourage participation, Reebok provides an employer matching
contribution of 50 cents for each $1.00 saved by the employee, up to 10%. This
matching contribution is vested over a five year period. Unless employees call to
decline participation or change their contribution percentage, all newly hired
employees will be automatically enrolled at 2% and defaulted into the Stable
Value Fund, after completing the eligibility requirements.
The Profit Sharing component is discretionary and is also vested over a five-year
period. Employeesbe employed with RIL for one year to be eligible to receive this
discretionary contribution.

PAID VACATION
Twelve Vacation time is accrued on a monthly basis. Full-time employees accrue
.833 days per month with a maximum of 10 days in a calendar year. In the
calendar year in which employees celebrate their fifth anniversary, vacation is
increased to three weeks, in the calendar year of their tenth anniversary,
vacation is increased to four weeks per year and in the calendar year in which
the employee celebrates their twentieth anniversary, vacation is increased to five
weeks per year. Part-time employees working at least 20 hours per week
accumulate vacation time on a pro-rated basis.

72
PAID SICK LEAVE
Full-time non-exempt (generally those paid on an hourly basis) employees
accumulate? Day sick time per month for the year. Part-time non-exempt
employees working at least 20 hours per week accumulate sick time on a pro-
rated basis.

PAID HOLIDAYS
Twelve holidays are observed annually by Reebok International Ltd. Holidays
typically observed by the Company include, but are not limited to: New Year's
Day, Martin Luther King Day, Memorial Day, Independence Day, Labor Day,
Thanksgiving, and Christmas Day. Floating holidays are also provided.

EDUCATIONAL ASSISTANCE:
Full-time employees are immediately eligible for educational assistance.
Undergraduate, graduate and continuing education classes must be pre-
approved and must be both job related and required to enhance job
performance. Reebok International Ltd. reimburses up to 100% of tuition costs,
providing a "C" or better is earned. The maximum reimbursement for the
calendar year is $10,000 for graduate programs and $5,250 for undergraduate
programs, which includes books and materials.

DEPENDENT CARE AND MEDICAL CARE REIMBURSEMENT ACCOUNTS

Full-time employees may elect to defer pre-tax dollars to be used to reimburse
qualified dependent care and medical care expenses.

LIFE BALANCES RESOURCES

Free to employees. A nationwide service designed to assist employees with
information and resources to balance the demands of work and personal life
including finding quality, near-site day care.

EMPLOYEE ASSISTANCE PROGRAM

Free to employees and their families. Confidential counseling on personal issues.

EMPLOYEE DISCOUNTS
Employees and their families are able to purchase quality Reebok, Greg Norman

73
Collection, Rockport, and Ralph Lauren Footwear products at discount prices
through the Employee Purchase Program. They receive a 40% discount on
apparel and footwear products purchased at the company outlet stores50%
discount at all concept stores.

FITNESS AND WELLNESS CENTERS

For a low price, employees at the Canton and Lancaster sites may access
exercise classes, wellness activities and state-of-the-art equipment in our
professional staffed fitness centers.

BUSINESS CASUAL ENVIRONMENT

Save the stiff, uncomfortable stuff for social events. Suits and ties are not
required.

74
 NIKE (US)
Introduction:
Nike is the world's #1 manufacturer and marketer of athletic footwear and
apparel. Almost out of the blue, the company established itself as one of the
world's most familiar brands during the 1980s and 1990s. As familiar as a Coke
bottle or Big Mac, the Nike "swoosh" logo came to symbolize not just sports
culture, but street culture, as the appeal of the star players who endorsed the
brand was carried onto city streets. The approach of the new century set Nike
new problems. Trainers went (briefly) out of fashion, economic slowdown and
labour problems hit Asian performance. But the group has bounced back,
retaining its iron grip on the sporting apparel sector and still undisputed leader in
sports-oriented street wear.

The Ad brands Company Profile of Nike summarizes the company's history and
current operations and also contains the following website links:

HISTORY OF NIKE:
NIKE, pronounced NI-KEY, is the winged goddess of victory according to Greek
mythology. She sat at the side of Zeus, the ruler of the Olympic pantheon, in
Olympus. A mystical presence, symbolizing victorious encounters, NIKE presided
over history's earliest battlefields. A Greek would say, "When we go to battle and
win, we say it is NIKE." Synonymous with honored conquest, NIKE is the
twentieth century footwear that lifts the world's greatest athletes to new levels of
mastery and achievement. The NIKE 'swoosh' embodies the spirit of the winged

75
Goddess who inspired the most courageous and chivalrous warriors at the dawn
of civilization. (From Nike Consumer Affairs packet, 1996)

The Swoosh

The SWOOSH logo is a graphic design created by Caroline Davidson in 1971. It

represents the wing of the Greek Goddess NIKE. Caroline Davidson was a
student at Portland State University in advertising. She met Phil Knight while he
was teaching accounting classes and she started doing some freelance work for
his company. Phil Knight asked Caroline to design a logo that could be placed on
the side of a shoe. She handed him the SWOOSH, he handed her $35.00. In
spring of 1972, the first shoe with the NIKE SWOOSH was introduced.....the rest
is history! (From Nike Consumer Affairs packet, 1996)

The Nike athletic machine began as a small distributing outfit located in the trunk
of Phil Knight's car. From these rather inauspicious beginnings, Knight's
brainchild grew to become the shoe and athletic company that would come to
define many aspects of popular culture and myriad varieties of 'cool.'

Nike emanated from two sources: Bill Bower man’s quest for lighter, more
durable racing shoes for his Oregon runners, and Knight's search for a way to
make a living without having to give up his love of athletics. Bower man coached
track at the University of Oregon where Phil Knight ran in 1959. Bower man’s
desire for better quality running shoes clearly influenced Knight in his search for
a marketing strategy. Between them, the seed of the most influential sporting
company grew.

The story goes like this: while getting his MBA at Stanford in the early '60s,
Knight took a class with Frank Shallenberger. The semester-long project was to
devise a small business, including a marketing plan. Synthesizing Bower man’s
attention to quality running shoes and the burgeoning opinion that high-
quality/low cost products could be produced in Japan and shipped to the U.S. for
distribution, Knight found his market niche. Shallenberger thought the idea
interesting, but certainly no business jackpot. Nothing more became of Knight's
project.

76
Cut to 1963. Phil Knight traveled to Japan on a world-tour, filled with the
wanderlust of young men seeking a way to delay the inevitable call of
professional life. Seemingly on a whim, Knight scheduled an interview with a
Japanese running shoe manufacturer, Tiger--a subsidiary of the Netsuke
Company. Presenting himself as the representative of an American distributor
interested in selling Tiger shoes to American runners, Knight told the
businessmen of his interest in their product. Blue Ribbon Sports--the name
Knight Thought of moments after being asked who he represented--was born.
The Tiger executives liked what they heard and Knight placed his first order for
Tigers soon thereafter.

By 1964, Knight had sold $8,000 worth of Tigers and placed an order for more.
Coach Bower man and Knight worked together, but ended up hiring a full-time
salesman, Jeff Johnson. After cresting $1 million in sales and riding the wave of
the success, Knight ET. Al. devised the Nike name and trademark Swoosh in
1971.

By the late '70s, Blue Ribbon Sports officially became Nike and went from $10
million to $270 million in sales. Katz (1994) describes the success via Nike's
placement within the matrix of the fitness revolution: 'the idea of exercise and
game-playing ceased to be something the average American did for fun,' instead
Americans turned to working out as a cultural signifier of status. Clearly, the
circumstances surrounding the shift are not this simple; it is one of the aims of
this project to discover other generators of popular attention to health.

If Nike didn't start the fitness revolution, Knight says, "We were at least right
there. And we sure rode it for one hell of a ride" (Katz, 66). The 80s and 90s
would yield greater and greater profits as Nike began to assume the appearance
of athletic juggernaut, rather than the underdog of old. "Advertising Age" named
Nike the 1996 Marketer of the Year, citing the "ubiquitous swoosh...was more
recognized and coveted by consumers than any other sports brand--arguably
any brand" (Jensen, 12/96). That same year Nike's revenues were a staggering

77
$6.74 billion. Expecting $8 billion sales in fiscal 1997, Nike has targeted $12
billion in sales by the year 2000. And all from the back of a car.

Few can question Nike's financial hegemony. But nearly $7 billion in revenues
clearly begs the question, what sells these shoes? It is my assertion that Nike's
power to sell comes from deep-rooted yearnings for cultural inclusiveness and
individual athletic accomplishment. These seemingly paradoxical desires collide
in consumer’s hearts and minds and produce the unyielding zeal for Nike shoes
and apparel. Unfortunate effects of this zeal can be found in the rash of Nike
apparel killings in 1991 and the profusion of Nike appeals to these disparate
elements of Americans' personalities through an advertising philosophy that is, at
once, simple and sublime. In addition, Nike's practices of top-level athletes
promoting their products appeal to countless ages and creeds as a way to
identify with and emulate their athletic heroes. These forces work powerfully
upon the individual consumer, but one should not lose sight of the cultural
context in which the individual moves.

78
COMPETITION ANALYSIS

Comparison with competitors

BATA

: High quality, comfortable and stylish shoes.

: Available in Europe and leading stores of asia & the middle east.

: Range for men, women and kids.

: Using modern technology.

: Diversity with ranges in running, training, court, basketball, football and

Outdoor

ACTION

: experience in footwear industry

: It is synonymous with quality shoes

: Range for whole family i.e men, women and kids.

: Diversity with ranges from casuals to formals; from daily wear to sports wear
and from an elegant collection for ladies to a fun range for kids.

: The latest technology go into the making of Action footwear.

: Available in Delhi, Haryana, Himachal Pradesh and Daman etc.

: Action group endorses the principles of social responsibility

LAKHANI

: The Lakhani Group – one of the largest footwear manufacturers in India.

: Lakhani Vardaan is a market leader today, in beach & casual/sports footwear in
India.
:Uses latest technology.

79
: Available for men, women and kids.

: Known for good quality.

LIBERTY
: Their main foray is in men’s shoes and children’s school shoe.
: The company has created a range of 10 brands to exclusively cater to specific
target groups.
: 3 exclusive men brands, 2 exclusive women brands, 1 exclusive brand for
children, 3 unisex brands of which 2 are sports shoes brands and one is a
safety shoe brand for industrial workers.
: The company has also expanded their product range to cater to the entire
family (men, women and kids).
: Company is known for its quality and soothe.

REEBOK
: Reebok is known as one of the leading innovators of athletic shoe.
: Known for its design and superior technology.
: Popular for aerobic, fitness and tennis styles.
: Mostly preffered styles are reebok Classics and the cutting edge style of Rbk.

NIKE
: Nike produces a wide range of sports equipment.
: Started with Track running shoes and basketball shoes.
: Also available in Wide range of sports shoes including track & field, football,
baseball, tennis, soccer, lacrosse, cricket, and golf.
: Nike is positioned as a premium-brand, selling well-designed and expensive
products.
: Available in wide range for men, women and children.

80
 • Available with different fragrances (mild & strong)
• Acupressure scheme for Hypertension
• Magnetic pads- to control the blood pressure
• The latest technology go into the making of woodland shoes.
• Light weight
• Range for whole family i.e for men, women and kids.
• Most important available in low price.
Will be known for its good quality, long lasting service and comfort.

81
 RESEARCH METHOLOGY

Research problems: “A Study On Consumer Preference For

Branded Shoes”

Research methodology: Exploratory method

Sampling Methods - Random Simple Sampling

Sample size - 40
Primary data - Interview through Questionnaire

While deciding about the sample of the project, it is required from the
researcher’s point to pay attention to these under mentioned points:
a) Sample Units: A decision has to be taken concerning a sampling unit
before selecting a sample, sampling unit may be a geographical one
such as state, district, village Etc. so in this research sampling unit is
Jodhpur area.
b) Source of data: Data required for the study was collected through
primary sources i.e. Market Survey. and the market area is Jodhpur
c) Sampling size: This refers to the no. of items to be selected from the
universe to constitute a sample. This is a major problem before the
researcher. The size of sample should neither be excessively large not
too small, it should be optimum. This size of population must be kept in
view for this also limits the sample size .Sample size in this research is
100.

82
 INSTRUMENTS USED

Primary data collected through sample survey from the selected elements in
malls and super markets. So for this purpose I have used the most popular tool
of primary data collection through direct communication with respondents. The
tools I used are questionnaires.
.
METHOD OF DATA COLLECTION

Actually data is of two kinds which are following-

a) Primary Data: Primary data are those, which are collected afresh and for the
first time and this happen to be original in character.
b) Secondary Data: Secondary data are those data which have already been
collected by someone else and which have already been used as per
required.
There are basically two sources to collect secondary data
a) Internally: Provided by the company/organization
b) Externally: Various publication of central, state and local Government.
• Books, magazines, newspapers
• Internet
After only keeping in mind one can think about what type of data has to be
collected during research as our research is concerned I have to gather primary
data for Customer preference.

83
 RESEARCH INSRUMENTS:

QUESTIONNAIRE DESIGN:

As the questionnaire is self administrated one, the survey is kept simple and user
friendly. Words used in questionnaire are readily understandable to all
respondent.
I have made the questionnaire in which questions are according to the research
and these are convenience for the respondent.

84
 PROJECT OBJECTIVE

The research study tends to follow and achieve specific objectives.

The objectives of this particular study are:-

• To know the personal views of “jodhpur” people regarding choices among

various branded sport shoes.

• To study which branded sport shoes is mostly preferred by people as per their
choices.

• Comparison between various branded sport shoes.

• Find out factor influencing the people at the time of purchasing sport shoes
QUALITY, DURABILITY, VARIETY, PRICE, And USE.

85
 LIMITATIONS OF THE STUDY

While surveying I encounter with some problems like-

• A survey should involve a larger sample size otherwise the findings of the
survey can not be generalized.
• But a larger sample size may increase the time and cost of collecting the
primary data with the help of Questionnaire.
• In some of the retail showroom it is not allowed to get the questionnaire
filled.
• Many of the respondents were not willing to fill the questionnaire.

• Some people were not willing to respond and few of them who responded
were in hurry hence the active participation was lacking. Due to which I
faced difficulties in collecting information’s regarding our questionnaire.
• Another problem which I face was that people were hesitating to give
information about their views freely.

86
 REPORT ON MARKET ANALYSIS

A survey was conducted to find out the demand & supply analysis,
production analysis & market share captured by woodland shoes.

CONDUCTED AREA:

Jodhpur : C road.
Jodhpur : jaljog circle, Sojati gate.
: 7 Retailers.
: 40 Customers.

The survey was conducted in a woodland outlets, small retailers, addidas

outlet, rebook, Wholeseler,3students, relatives & amongst peer group.

To conduct a survey two questionnaires prepared by group one for

retailers & one for customers.

The retailer’s questions are based on availability, durability, production,

demand, supply, profits margin &their suggestions regarding product.

The customer’s questions are based on availability, preferences, prices, variety, durability
& their suggestions regarding product.

87
Data analysis and
interpretation

88
 DEMAND & SUPPLY ANALYSIS

The prices of the woodland shoes are high & it is a luxurious product so the
analysis caught from a survey is it has a seasonal demand. So the supply from
the company is more in the festival seasons.

Demand & Supply of 2008-09

Demand

Supply

April
July to Oct to Jan to
to
Sept Dec March
June

April to june July to sept Oct to Dec Jan to March

1200
Demand 600 500 1100 800

supply 850 700 1150 950

1000
89
 SALES GROWTH OF WOODLAND SHOES

Woodland is an Indian company and is taking great efforts for their

sales by adopting technologies from various countries like Japan, Europe,
Germany.

Following are the sales of woodland shoes from last five years which
shows the same.

2003-04 2004-05 2005-06 2006-07 2008-09

Sales(in 100 150 175 275 475

crore)

90
 RETAILERS SURVEY RESULTS

The area selected for woodland shoes survey is Jodhpur, The results
we caught from a survey is the demand for woodland shoes is high in A class
areas like C Road & Sojati Gate while it is low in developing areas like jodhpur .

As woodland is taking great efforts to enhance their shares in

market they have also entered into the ladies & kids footwear recently.

This can be seen with the following diagrams:

Retailers survey result of Jodhpur

91
 Men’s Kid’s Women’s

market 66 13 21

92
 Customer satisfaction as per survey results

The customer’s survey was conducted in JIETSOM institute, relatives, &

peer group. The sample size of the survey was 40 peoples.

According to customers woodland shoes are easily available in the

market and they are satisfied with the quality & durability of the shoes. Although
the customers are unhappy with the higher prices of woodland shoes. It is also
found that the advertising done by woodland shoes is not sufficient according to
the customers. This can be seen with the following diagram.

Customer satisfaction survey chart

No.
Of
People

Availability Durability price Advertising variety

Satisfied 14 28 16 11 27
Unsatisfied 26 12 24 11 27

93
94
 Customer preferences as per survey result

the results found in a survey regarding customers choice of brands

are among 40 peoples 14 customers are with woodland, 9 with metro, 5with
Bata, 4 with lee cooper, & 8 with other brands. These are the brands with high
prices who considered as major competitors in organized sector. This can be
seen with the following diagram.

woodland Reebok Bata Addidas Others

People in 14 9 5 4 8
40

woodland
Reebok
Bata
Addidas
Others

95
“WHICH BRAND DO YOU PREFER”

BRAND PERCECENTAGE (%) FREQUENCY

Reebok 34 34
Adidas 28 28
Action 9 9
Nike 26 26
Others 3 3

40
34
35
30 28
26
25
20
15
9
10
5 3

0
Reebok Adidas Action Nike Others
Reebok Adidas Action Nike Others

COMMENT: most of the people prefer to wear shoes of Reebok brand

96
 “ARE YOU SATISFIED WITH THE QUALITY OF PREFERD BRAND”

OPTION PERCENTAGE (%) FREQUENCY

Yes 98.6 148
No 1.4 2

1.4, 1%

Yes
No

98.6, 99%

COMMENT: most of the people in surveyed region were satisfied with their
brand.

97
 “ARE YOU SATISFIED WITH THE PRICE RANGE”

OPTION PERCENTAGE (%) FREQUENCY

Yes 64 96
No 19 29
No comment 17 25

PERCENTAGE(%)

17%

Yes
No
19%
64% NOCOMMENT

COMMENT: price does not seem any obstacle in the way of consumers. Most of
the people were happy with given price range.

98
 “IF PRICES OF YOUR PREFERED BRAND INCREASES WILL YOU
PURCHASE AGAIN”

BRAND PERCENTAGE (%) FREQUENCY

Same brand 58 87
Cheaper brand 16 23
Any other brand 26 40

90 87
80
70 58
60
50
40
40 26 FREQUENCY
30 16
20 23 PERCENTAGE(%)
10
PERCENTAGE(%)
0
FREQUENCY
Same brand
Cheaper
brand Any other
brand

COMMENT: Increment in price affects the trend and market of the “branded
sports shoe”.

99
 “HOW DO YOU CONSIDER THE IMPORTANCE OF SPORTS SHOES”

IMPORTANCE PERCENTAGE (%) FREQUENCY

Comfort 68 102
Price 4 6
Durability 16 25
Use in sports 10 15
Any other 2 2

80
68
70
60
50
40
30
20 16
10
10 4 2
0
Comfort Price Durablity Use in sports Any other

Comfort Price Durablity Use in sports Any other

COMMENT: The main ground on which shoe being purchased is the quality of
the shoe. This indicates the quality preference among consumers, rather than
price, durability etc.

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“WHAT FACTORS INFLUENCE YOU TO GO FOR A PARTICULAR BRAND”

INFLUENCE PERCENTAGE (%) FREQUENCY

Quality 74 111
Price 5 8
Durability 13 20
Variety 8 11
Any other 0 0

80 74
70
60
50
40
30
20 13
5 8
10 0
0
Quality Price Durablity Variety Any other

Quality Price Durablity Variety Any other

COMMENT: people in the surveyed area mostly preferred the quality of the
brand instead of price and durability.

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 “DO YOU NORMALLY SWITCH OVER THE BRAND”

OPTION PERCENTAGE (%) FREQUENCY

Yes 44 66
No 56 84

44%
Yes
No
56%

COMMENT: Most of the people were not ready to switch over from their brand.

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 “IS THERE ANY EFFECT OF ADVERTISEMENT ON SELECTION OF
BRANDS”

OPTION PERCENTAGE (%) FREQUENCY

Yes 69 104
No 31 46

PERCENTAGE(%)

31%

Yes
No

69%

COMMENT: Advertisement plays a crucial role in the brand selection

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 “WHAT KIND OF PROMOTIONAL TOOL YOU PREFER”

OPTION PERCENTAGE (%) FREQUENCY

Lucky coopen 11 14
Free gift 14 22
Discount 60 91
Buy one get one free 15 23

100 91
90
80
70
60
60
50
40
30 22 23
15
20 11 14 14
10
0
Lucky coopen Free Gift Discount Buy one get
one free

PERCENTAGE (%) FREQUENCY

COMMENT: Respondents were more inclined towards the discounts

Package in companies promotional tools.

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 “WILL YOU BUY PREFERED BRAND AT LOW COST OF NEGLIGIBLE
QUALITY”
OPTION PERCENTAGE (%) FREQUENCY
Yes 23 34

No 77 116

77%

23%

Yes No

COMMENT: Most of the people do not want to leave their preferred Brand at the
cost of “low prices”

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 “IS THERE ANY IMPACT OF CELEBRITIES ON YOUR PURCHASING”

OPTION PERCENTAGE (%) FREQUENCY

Yes 52 79
No 48 71

42%

58%

Yes No

COMMENT: Celebrities have a special impact on the mind of the consumers that
affects the purchasing sense of consumers.

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 “WILL YOU PURCHASE ANOTHER BRAND OF SAME QALITY WITH LESS
PRICE”

OPTION PERCENTAGE (%) FREQUENCY

Yes 70 106
No 30 44

30%

70%

Yes No

COMMENT: Consumers look more brand loyal as they are not ready to leave
their brand for other brand of same weight age.

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“DO YOU THINK WEIGHT IS A FACTOR FOR CHOOSING A BRAND”

OPTION PERCENTAGE (%) FREQUENCY

Yes 83 125

No 17 25

17%

83%

Yes No

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COMMENTS: weight proved its importance in purchasing of the shoe. Most of
the users preferred to wear lighter shoe.

How often do you wash your sport shoes due to bad odor?
• Once a weak
• Once a month
• More than a month

20

15
Once a weak
10 Once a month
More than a month
5

0
male female
Once a weak 18 16
Once a month 2 6
More than a month 5 5

For what purpose you use your sport shoes?

• Heavy exercises
• Jogging / light exercise
Fashion

109
 20

15

10
Heavy exercises
Jogging / light exercise
5
Fashion

0
male female
Heavy exercises 3 1
Jogging / light 15 16
exercise
Fashion 7 10

What kind of inner shoe padding you would prefer?

• Regular
• Soft
• Acupressure

18
16
14
12
Regular
10
Soft
8
Acupressure
6
4
2
0
male female
Regular 10 3
Soft 7 17
Acupressure 8 7

In leather shoes you will prefer laces?

• Yes
• No

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 18
16
14
12
10 Yes
8 No
6
4
2
0
male female
Yes 9 14
No 16 13

Size of heals preferred

• 1 inch
• more than 1 inch

25

20

15
1 inches
more than 1 inches
10

0
male female
1 inches 21 16
more than 1 inches 4 11

Color preference (formal shoes)

male: female:

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 20

15
male
10
female
5

0
black brown white light pink skin colur
male 19 4 2

female 17 4 5 1

Color preference (sport shoes)

male: female:

25

20

15 male

10 female

0
white blue grey pink black
male 21 1 1 3

female 19 1 7

Is woodland a good name for a sport shoes

• yes
• no

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16
14

12
10
yes
8
no
6
4

2
0
male female
yes 15 13
no 10 14

SWOT ANALYSIS

STRENGTHS:-

 The strength of the company’s production with in its captive

facilities allows Woodland to produce aesthetically designed,
sturdy and durable shoes.

WEAKNESSES:-

 Woodland is certainly not for people who desire to keep on

changing their footwear frequently having been fed up with
the same design.

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  The athletic and leather shoes do start getting dented within
a year.

 The price offered by woodland shoes is quite expensive.

 As they are more into formal shoes so youngsters are less

attracted.

 Woodland has limited number of outlets.

OPPORTUNITIES:-

 They can expand their market more by covering and

focusing on developing areas such as jodhpur.

 They also have a great scope to expand their market in

sports footwear.

 They can also target higher middle class people by

launching new range of shoes between Rs. 750 to Rs. 1000.

 As they mainly deal in leather shoes so, they can also enter
into manufacturing of all seasons shoes especially water
proof shoes.

 They should increase the number of production units to earn

more profits.

THREATS:-

 Woodland shoes face a big threat from organized as well as

unorganized sector.

 In organized sector following are the brands:-

• Metro

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 • Bata

• Red tape

• Liberty

 Lee cooper. In unorganized sector following are the

brands:-

• Trekking

• Nicholas

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 Suggestions & Recommendation

Research finding

After assessing the overall

Market scenarios what came in picture was

As follows:

 Consumer reactions suggests that nike is the market leader among all its
close counterparts in the sports shoe and apparel segements.

 34% market capture is still under its kitty.

 After its sponsership to major sports events and teams like soccer in
europe and cricket in india give it an extra edge.

 People are still expecting some thing more from nike

 Adidas is chasing its position most aggresively so now it requires

maintaining its position with new stuff.

 28% customers are still pro adidas believer.

 Nike has been the major competitor for adidas.

 The new stuff of the adidas is attracting the consumers more which might
led adidas at the top spot in the pack in coming financial year

 Consumers are not showing that kind of craze in reebok for past few years
.

 Probably it could be because of the aggressive attention snatched by

brands like “nike” and “adidas” specialy in india .

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 only 8% market has been covered by reebok in recent past. That is
miserable as per its standard

 Reasons being its restrictive manufacturing in india, and the cost of the
products are not affordable as compared to european and u.s market

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CONCLUSION

 Woodland has slowly but steadily carved it’s place in the world of shoes.

 They are well-known brand in men’s footwear.

 Because of many other big brands in the market woodland shoes should
come up with new marketing strategy.

 They should opt for product development to sustain in the global market.

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ANNEXURE

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 QUESTIONNAIRE

Q.1 Do you prefer wearing sport shoes?

(a) Yes  (b) No 

Q.2 Which brand you prefer?

(a) Nike  (b) Adidas 

(c) Reebok  (d) Action 

(e) Any other 

Q.3 Are you satisfied with the quality of preferred brand?

(a) Yes  (b) No 

Q.4 Are you satisfied with the price range of preferred brand?

(a) Yes  (b) No 

(c) No comment 

Q.5 If the price of your preferred brand increases will you purchase again?

(a) Same brand  (b) Cheaper brand 

(c) Any other brand 

Q.6 how do you consider the importance of sport shoes?

(a) Comfort  (b) Price 

(c) Durability  (d) Use in sport 

(e) Any other 

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Q.7 what factors influence you to go for a particular brand?

(a) Quality  (b) Durability 

(c) Price  (d) Variety 

(e) Promotion 

Q.8 Do you normally switch over the brand?

(a) Yes  (b) No 

Q.9 does the advertising play any role in selection of brands of shoes?

(a) Yes  (b) No 

Q.10 what kind of promotional tool you prefer?

(a) Lucky coupon  (b) Free gift 

(c) Discount  (d) Buy one get one free.

Q.11 Are you willing to buy the preferred brand at lower price with negligible
quality?

(a) Yes  (b) No 

Q.12 Is there any impact of celebrities on your purchase of sport shoes?

(a) Yes  (b) No 

Q.13 Will you purchase another brand of same quality with less price?

(a) Yes  (b) No 

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Q.14 Do you think weight is a factor for choosing brand?

(a) Yes  (b) No 

QUESTIONNAIRE FOR CUSTOMERS

1. Do you ever visited woodland outlet?

a) Yes b) No

2. Is the ambience of the outlet is up to the mark?

a) Yes b) No

3. Do you feel woodland shoes are easily available in the market?

a) Yes b) No

4. Do you feel the prices offered by woodland shoes is according to their worth?

a) Yes b) No

5. Do you feel the prices are high?

a) Yes b) No

6. Do you feel it has good durability?

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 a) Yes b) No

7. Do you the advertising done by woodland is sufficient?

a) Yes b) No

8. Do you feel the variety offered by woodland is sufficient?

a) Yes b) No

9. If the choice given to you which brand you like to prefer?

a) woodland b) Lee cooper c) Bata

d) Metro e) M&B footwear f) local brands.

10. What suggestions would you like to give for woodland?

……………………………………………………………….
……………………………………………………………….
……………………………………………………………….

THANK YOU FOR YOUR VALUABLE TIME.

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BIBLIOGRAPHY

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 BIBLIOGRAPHY

The lists of reference for the purpose of completing this marketing project are as
given below:

BOOKS:

Marketing Research By: G. C. Beri

Marketing Research By: Boyd and Stasch
Marketing Management By: Philip Kotler

INTERNET:

www.google.com

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www.bambooweb.com

www.wikipedia.com

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