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“MARKET RESEARCH OF BRANDED AND NON -BRANDED FOOTWEAR”
IN THE RED CHIEF SHOES MARKET
PRESENTED BY
BHOLENDRA VARMAID - 2K8PGD015MO.- 9457315809
COMPANY HISTORY
KANPUR TRADING PRIVATE LIMITED {KTPL} INTRODUCED GHARI DETERGENT & POWDER IN FMCG SECTOR. KTPL STARTED ITS BUSINESS WITH LOW BUDGET AFTER SOMTIME, IT’ IS CONVERTED INTO ROHIT SURFACTANTS PVT. LTD. {LEATHER & FOOTWEAR DIVISION} . RSPL MARKETS A LEATHER FOOTWEAR BRAND IN INDIA BY THE NAME OF “RED CHIEF”.
COMPANY PROFILE
CHAIRPERSON - MR. MURLIDHAR MD - MR. MANOJ KUMARPRODUCT - SHOESBRAND NAME - RED DHIEFPRODUCTION - 90,000 SQ. FEET PER MONTHSHEAD OFFICE - PANDU NAGARFACTORY - DADA NAGAR{KANPUR}MAIN MARKETS - U.P ,BIHAR ,PANJAB ,HARYANA ,GUJRAT ,DELHI MAHARASHTRA ,CHANDIGAD ,RAJSTHAN ,C.G.
NEED OF MARKET RESEARCH,WHY??
TO IDENTIFY EXACT MARKET DEMAND.
TO IDENTIFY CUSTOMER CHOICES.
TO IDENTIFY COMEPETITER STRATEGY.
TO CREATE THE NEW MARKET WITH DIFFERENT STRATEGY.
TO PROVIDE BEST QUALITY AS WELL AS SATISFACTION OT THE CUSTOMER. TO KNOW THE MARKET TREND.
TO PROMOTE THE SALES UPTO HIGH LEVEL.
OBJECTIVE OF RESEARCH
RED CHIEF WANTS TO FIND OUT THE EXACT PROBLEM OF CUSTOMER . RED CHIEF WANTS TO PROVIDE BEST LEATHER SHOES TO ITS CUSTOMER IN COMPARISION TO ITS COMPETETIORS SUCH AS ACTION, LIBERTY, BATA ETC.
IDENTIFY THE MARKET SHARE
LIKENESS OR DISLIKENESS OF TEENAGERS
BRAND NAME
RESEARCH METHDOLOGY
TARGET AUDIENCE STUDENTSERVICEMANBUSINESSMANOLD AGE PERSON
SAMPLE SIZE PREPARATION OF SURVEY STATISTICAL ANALYSIS
PERCENTAGEAVERAGESUMGRAPHS & TABLES
THE RESEARCH PROCESS
PROBLEM DEFINITION
RESEARCH OBJECTIVE
SOURCE OF DATA
RANDOM SAMPLING
DATA COLLECTION DATA ANALYSIS
REPORT/ PRESENTATION
COMPARISION OF MARKET SHARE OF RED CHIEF OVER FOOTWEAR DIVISION
Bata 8%Action 26%Redchief 16%Lakhani 12%Liberty 7%Other 28%Woodland 2%Leecooper 1%
1:-Brand Stockactionbataredchieflakhanilibertyotherswoodlandlee cooper
2%Woodland
28%Others
26%Action
16%Red chief
12%Lakhani
8%Bata
1%Leecooper
BRAND STOCKED BY RETAILER
Action 33%
Bata 10%
liberty 2%
Lakhani 6%
Others 31%
Woodland 3%
Redchief 15%
Action
Bata
Liber
ty
Redch
ief
Lakha
ni
Other
s
Woo
dlan
d
31%
10%2%
15%
6%
31%
3%
2:-MARKET SHARE
MARKET SHARE OR VARIOUS BRANDS AS PER RETAILER
Formal 33%
Casual 36%
Ladies 6%
Sports 25%
3:-Types of wearing
FormalCasualSportsLadies
25%Sports
33%Formal
36%Ca-sual
6%Ladies
MARKET SHARE ON DIFFERENT TYPES OF FOOTWEAR
Without Laces 53%
Casual 28%
With Laces 11%
Boot 8%
4:-Consumer's style
Without Laces
Casual
With Laces
Boot
53%Without Laces
8%Boot
11%With Laces
28%Casual
Student 30%
Serviceman 44%
Businessman 14%
Others 12%
6:-Footwear purchaser
StudentServicemanBusi-nessmanOthers
14%Busi-ness-man
12%OTH-ERS
30%Student
44%Service-man
Category of leather footwear purchaser
January—March 9%
April – June 11%
July – September 8%
October – December
72%
Jan-March April-June July-Sept Oct-Dec0%
10%
20%
30%
40%
50%
60%
70%
80%
7:-season sales
season sales
72%
8%11%9%
SEASONAL SALES OF FOOTWEAR
15years – 30years 43%
30years – 40years 52%
40years – 50years 4%
Above 50years 1%
7:-Age Group
15yrs-30yrs
30yrs-40yrs
40yrs-50yrs
Above 50yrs
52%30yrs-40yrs
42%15yrs-30yrs
1%Above 50yrs
4%40yrs-50yrs
Category of people to wear footwear
Style 14%
Design 14%Comfort 36%
Price 2%Durability 16%Quality 18%
Style
Desig
n
Comfo
rt
Price
Durab
ility
Qualit
y
0%
10%
20%
30%
40%
Customer Preference
PREFERANCE OF FOOTWEAR BY CUSTOMER
LIMITATIONS OF STUDY
1. This Report is only based on Kanpur city.
2. Retailers hesitate to give the answer to some question like profit margins
3. Some time respondent do not correct answer.
4. Money is constraint to limit her scope of the study.
5. Time was also a constrain.
FINDINGS
THE CUSTOMER OF RED CHIEF IS VERY LESS IN COMPERISION OF OTHER BRAND SHOES. BASICALY RED CHIEF PROVIDE BEST LEATHER BUT IT HAS NO STYLISH DESIGN IN COMPERISION OF OTHER BRAND.
MOST OF THE CUSTOMRS PREFER P.U. SOLE INCOMPERISION OF OTHER TYPE OF SOLE SUCH AS EVA, TPR ETC.
RED CHIEF SELL ITS PRODUCT FROM ITS DIPPO FROM WHICH IT HAS NO GUD MARKET OVER THE UP BASICALY IN KANPUR, LUCKNOW.
THE PRICE RANGE OF MARKET SHOES BETWEEN 650-1200 IS MAXIMUM ICASSO, AND LEE COOPER ETC.
THE STUDENT ARE INFLUENCED WITH RANGE, DESIGN, STYLE AND COMFERTBILITY. LOOK OF THE LEATHER SHOES.WHEREAS THE SERVICE CLASS PERSON AND BUSINESS CLASS PERSON EMPHASIZE ON MORE PRICE , QUALITY, DURABILITY, DISCOUNT{IF ANY} AND ALL GUARANTEE PERIOD.
NEW BRANDS ARE EMERGING IN THE MARKET OTHER THAN EXISTING ONE’S AND THE Y CAPTURING SOME BIG MARKET SHARE. THESE BRANDS INCLUDE FRANCO, LEONE, P
FINDINGS CON’T…………….
CONCLUSION
SO FROM THE WHOLE RESEARCH I FIND THAT NO DOUBT “RED CHIEF” HAS A GUD MARKET ALL OVER THE INDIA BUT SOME WHERE IT IS BACK OUTSIDE FROM THE MARKET. THERE IS SIMPLE REASON BEHIND ITS FAILURE IN SOME WHERE
LACK OF MORE ADVERTISEMENT. DIFFERENCE IN PRICE BETWEEN RETAILERS AND ITSELF DISCOUNT ALLOWED FROM ITS DIPPO IS MORE THAN RETAILERS ‘ DISCOUNT. THEY DON’T MEET THAT RETAILERS WHO SELL MORE COMPETETIOR’S PRODUCT.
SUGGESSION
Company should provide equal discount retailers.
Print media impact for long time and gives detailed information but electronic media is best for advertisement but it impact for a short time.
Although Impact is for short time. But we know repeated action leads to learning behavior.
Company should be dynamic in nature with the changing fashion trends in style.
Company should consider the emergence of new brand like Lee cooper, Franco Leon, Picasso etc.
SUGGESSION CON’T…………
During the survey we have analyzed that hording and banners plays a role of capture the market, so hoardings and banners should be placed at the main place, cross road and offices of city.
Company should have its own exclusive retail outlet in the main market.
Proper visit of company executives is necessary as the retailers are motivated by it.
Print media is also sued as promotional activity and it is cheaper as compared to audio/visual media.The company should stock enough leather shoes of size 7 and 8 during festival season in which there is maximum sale
Thank you
QUERIES ?
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