Brand Awareness and Retailers Survey Around And

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Brand awareness and retailers survey

Presented By Ajay SharmaCourse PGDM (RMM)

Roll No. - 045


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FLOW OF PRESENTATION

1. Company profile

2. Vision and Mission

3. Research objective

4. Methodology

5. Findings

6. Distribution of margin in shoes

industry

7. Recommendation

8. Limitation

9. Conclusion

10. Bibliography


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COMPANY PROFILE

COASTER SHOES: deals in MANUFACTURING OF FOOTWEAR

HEADQUARTER : at A-39 Naraina Industrial Area, Phase-1, New Delhi 110028.

FOUNDER: Mr. Darshan Singh

MANAGING DIRECTOR: Mr. Charanjeet Singh

SISTER CONCERN COMPANIES: Apex Shoes Pvt. Ltd., Madaan Plastic Pvt. Ltd. and

Coaster Shoes Pvt. Ltd.

COMPANY ESTABLISHED: in 2005


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VISION AND MISSION

VISION

To manufacture best quality footwear through innovation and technology,

accompanied by good quality service and dedication.

MISSION

To provide comfortable, durable, good quality footwear.

To deliver the product in time with full value of money.

To maximize efficiency and performance driving total customer

satisfaction.


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RESEARCH OBJECTIVE

Title of study

Brand awareness and retailers survey in and around Jaipur & Delhi

Objectives of study

The brands of shoes that local retailers stock.

The basis on which consumers choose shoes.

What is the role of margin to push a particular brand and what margins are

being offered by different brands?


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METHODOLOGY

1. Sample size: 116 retailers (91 from Jaipur and 27 from Delhi).

2. Research design: Descriptive research

3. Data collection: Primary data collection.

4. Scale adopted: Likret scale

5. For brand awareness: Distribution of hoardings and catalog of company.

6. Duration of project: 4thMay, 2009 to 25thJuly,2009

7. Place of project:Jaipur and Delhi


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FINDINGS

The brands of shoes that local retailers stock.Relaxo 58

Action 49

Lakhani 44

Liberty 40

Tracer 34

Reebok 31

Coaster 30

Lee Cooper 29

Lotto 21

Bata 16

Metro 16

Red Chief 16

Adidas 14

Nike 14

Woodland 14

Provogue 4

Puma 1


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Do you feel Durability is an important

criteria based on which customer chooses

shoe?

Do you feel Comfort is an important

criteria based on which customer

chooses shoe?

What are the criteria based on which consumers choose shoes?


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Do you feel Shoe weightis an important


shoe?

Do you feel Brand Nameis an important


shoe?


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Do you feel Fashion/ Style is an importantcriteria based on which customer chooses shoe?

Do you feel Advertisement is an

important criteria based on which

customer chooses shoe?


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Do you feel Indian brand is an



Do you feel International brand is an




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Do you feel Retailers suggestion is animportant criteria based on which customerchooses shoe?

Do you feel Stitched shoe instead of

pastedis an important criteria based on

which customer chooses shoe?


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Do you feel Gift is an important


chooses shoe?

Do you feel Price is an important


chooses shoe?


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Brands MarginAction 20%Adidas

15%

Bata 20%Coaster 25%Lakhani 20%Lee Cooper 15%Liberty

15%

Lotto 25%Metro 25%Nike 10%Provogue 10%Puma 15%Red Chief 15%Reebok 15%Relaxo 20%Tracer 25%Woodland 15%

RETAILERS MARGIN ON THE DIFFERENT BRANDS


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DISTRIBUTION OF MARGIN IN FOOTWEAR INDUSTRY(FOR INDIAN BRANDS)

In footwear industry companies set the MRP 75%, 82%, 85%, and 90% more than itsex-factory cost.

For e.g. 525 Rs MRP a pair of shoes ex-factory price will be 300 Rs.(75% more than

its ex-factory)

Distributor will buy it in 300 Rs.

Actual Cost of this pair of shoe for distributor will be 311 Rs.( Including CST and

Transport charges) Distributors give different margin to their retailers

1. 28% + 5% on MRP

2. 30% + 2% on MRP

3. 22% + 7% on MRP

So for 525 Rs MRP pair of shoes retailers have to pay 359 Rs for first plan, 360 Rs for

second plan and 380 Rs for third plan. Now retailer sells this pair of shoe on 10% to 15% less (On MRP) to customer and

this type retailer gain 20% to 22 % margin on that pair of shoe.


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RECOMMENDATION1. Retailers Margin should be more

2. Trial marketing should use.

3. MRP should be more

4. Weight should be light

5. Shoes should be more Comfort

6. Brand image should be strong

7. Company should maintain good relationship with its

retailers

8. Company should increase its range

9. Promotion


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LIMITATION

1. The results may be limited due to the sample area.

2. Certain questions which were not properly responded by

the respondent.

3. Some retailers were quite reluctant in filling up the

questionnaire during survey

4. High temperature of Rajasthan.


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1. It is conclude that mostly retailers prefer Indian brands and local

brands.

2. It is also observed by the study that customer chooses shoe on the

basis of brand name, durability, comfort light weight, retailers

suggestion, advertisement and somehow fashion.

3. The study says that companies which are not well known gives more

margin to push its products in market.

CONCLUSION


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BIBLIOGRAPHY

1. COASTER SHOES MANUL. (2005). company profile.DELHI: COASTER SHOES.

2.RNCOS Industry Research Solutions. (2008, March).

http://www.rncos.com/Report. Retrieved July 2009, from www.rncos.com:

http://www.rncos.com/Report/IM601.htm

3. Sharma, M. H. (2009, July 13). DISTRIBUTION OF MARGIN IN FOOTWEARINDUSTRY. (M. trainee, Interviewer)

4. Solutions, R. I. (2008, March).

http://www.rncos.com/Report/IM601.htm .Retrieved july 2009, from

www.rncos.com: http://www.rncos.com/Report/IM601.htm


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Brand Awareness and Retailers Survey Around And