SUMMER TRAINING PROJECT

ON

“API POLYMERS (INDIA) PVT. LTD.”

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OFBACHELOR OF BUSINESS ADMINISTRATION (BBA)

“BRAND POSITIONING OF ACTION”S PREMIUM

PRODUCT CAMPUS SHOES”

Training Supervisor: Training Supervisor: Submitted By:Submitted By: Bijendra Rathor NITESH BUBNA NITESH BUBNA(Production Manager) 0162151707 0162151707

Session- 2007-2010

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ACKNOWLEDGEMENT

This project report is a result of endless effort & immense degree of toil by many great

minds. It was pleasure to work in one of the most valuable shoe company.

I would like to express my deep heartily & profound sense of gratitude to honorable my

company guide Mr. Bijendra Rathor and my faculty guide. Under their proper

benevolence guidance for practical aspects of study progressed. The goal of new idea and

development can only be obtained by hard working. It is only key to success. One to

achieve success, the best way is suggestion and guidance provided by one’s mention.

I acknowledge my inner most gratitude my company & faculty guide for their best co-

operation and kind assistance during framing of this project.

Finally I would like to convey my heartiest thanks to my well wisher because of their

blessing co-operation throughout my study. They boost up me everyday to work with a

new and high spirit.

Nitesh Bubna

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PREFACE

Aim of my research is to find out the “Brand positioning” of the Action’s premium

product “Campus shoes”. For this we have to do survey through which we can find out

the following:

Who are major competitors?

Who purchase the product?

How many customers influence the purchase?

On what factors buyers pay stress ex. quality, price, delivery etc...

How important are the various attributes?

Kind of changes required in the production & marketing of Action’s strategies to

enhance the sales of “campus shoes”

For this a small survey is conducted in Delhi , their feedback is taken through a

questionnaire in which Campus sports shoes as a brand is measured, likes and dislikes of

different age group about sports shoes, peoples perception about this brand, product

quality, price, design & their combination. Also find out who is the big competitor &

why. Consumer’s expectation from action shoes, their problems, & their suggestions.

We had discus the basic need and purpose of branding. How can we build strong brand,

some personal tips to improve the sales & how company can compete & lead in its

market segment & about pricing the product?

So after doing a survey and research through a questionnaire I came to

conclusions and on that conclusion make a list of suggestions as concrete result of

research.

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TABLE OF CONTENTS

CHAPTERS PAGE NO.

Acknowledgement

Preface

CHAPTER 1 INTRODUCTION

1.1 Overview of the industry

1.2 Company Profile

1.3 Problem of the organization

1.4 Competitors information

1.5 SWOT Analysis

CHAPTER 2 OBJECTIVE & RESEARCH METHODOLOGY

2.1 Significance

2.2 Managerial usefulness of the study

2.3 Objectives of the study

2.4 Scope of the study

2.5 Methodology Adopted

2.6 Limitation

CHAPTER 3 CONCEPTUAL DISCUSSION

3.1 Brand

3.2 Advertising

CHAPTER 4 DATA ANALYSIS

CHAPTER 5 FINDINGS

CHAPTER 6 RECOMMENDATIONS

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CHAPTER 7 CONCLUSION

CHAPTER 8 ANNEXURE

Questionnaire

CHAPTER 9 BIBLIOGRAPHY

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Chapter 1

INTRODUCTION

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1.1 OVERVIEW OF INDIAN FOOTWEAR INDUSTRY

The Footwear Industry is a significant segment of the Leather Industry in India. India

ranks second among the footwear producing countries next to China. The industry is

labour intensive and is concentrated in the small and cottage industry sectors. While

leather shoes and uppers are concentrated in large scale units, the sandals and Chappals

are produced in the household and cottage sector. India produces more of gents’ footwear

while the world’s major production is in ladies footwear. In the case of Chappals and

sandals, use of non-leather material is prevalent in the domestic market.

The major production centers India are Chennai, Ranipet, Ambur in Tamil Nadu, ,

Mumbai in Maharashtra, Kanpur in U.P. , Jalandhar in Punjab, Agra and Delhi. 

The following table indicates concentration of units in various parts of the country:

Region Large & Medium Scale

SSI Household

Tamil Nadu 64 31 7

Delhi & up North 4 8 2

Agra, Kanpur 9 34 14

Calcutta 1 3 19

Bangalore 6 3 4

Mumbai 3 11

Others 13 10 3

The estimated annual footwear production capacity in 1999 is nearly 1736 million pairs

(776 million pairs of leather footwear and 960 million pairs of non-leather footwear). 

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Region-wise share of total estimated capacities is as follows:

RegionLeather  Shoes  

Non-leather Shoes

Leather Shoe Uppers

Leather Sandals

Non Leather Sandals

Percentage

Tamil Nadu 26 5 54 1 0

Delhi & up North 10 77 4 1 60

Agra, Kanpur 45 0 32 62 0

Calcutta 12 0 2 3 0

Bangalore 3 3 4 0 0

Mumbai 4 2 1 32 0

Others 0 13 3 1 40

Total 100 100 100 100 100

Shoes manufactured in India wear brand names like Florsheim, Gabor, Clarks,

Salamander and St. Micheal’s. As part of its effort to play a lead role in the global trade,

the Indian leather industry is focusing on key deliverables of innovative design,

consistently superior quality and unfailing delivery schedules.

India in itself has a huge domestic market, which is largely untapped.

The Indian footwear industry is provided with institutional infrastructure support through

premier institutions like Central Leather Research Institute, Chennai, Footwear Design &

Development Institute, Noida, National Institute of Fashion Technology, New Delhi, etc

in the areas of technological development, design and product development and human

resource development.

The availability of abundant raw material base, large domestic market and the

opportunity to cater to world markets makes India an attractive destination for technology

and investments.

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IMPORT

In 1999, the global import of footwear (leather and non-leather) in terms of value was

around US$ 43278 million, accounting a share of 63.42% in the total global import of

leather and leather products. Out of this, import of leather footwear alone accounted for

US$ 26379 million and non-leather footwear US$ 16899 million.

EXPORT

India’s export of Leather Footwear touched US$ 331 million in 1999-2000, recording an

increase of 3.29% over the preceding year. India thus holds a share of 1.25% in the global

import of leather footwear. The major markets for Indian Leather Footwear are the U.K.,

the U.S.A., Germany, Italy, France and Russia. Nearly 71% of India ‘s export of Leather

Footwear is to Germany, the U.S.A., the U.K and Italy.

In 1999-2000, export of leather footwear from India constituted 21% share of its total

export of leather and leather products. Nearly 33 million pairs of various types of leather

footwear were exported during the year, out of which shoes / boots constituted 90%.

The different types of leather footwear exported from India are dress shoes, casuals,

moccasins, sport shoes, horrachies, sandals, ballerinas, booties.

Export of leather footwear during the last three years :

(Value in million US$)

      April-Feb

Product 1998-99 1999-2000 2000-2001

Leather Footwear 320.25 330.80 348.96

Export projections for the next two years:

(Value in million US$)

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Product 2001-02 2002-03

Leather Footwear 453 506

Source : Indicative Medium Term Plan

Following leading institutes in India are engaged in imparting training to personnel in the

footwear manufacturing as per the requirement of the trade and industry.

The CLRI and the FDDI are also equipped to carry out most of the tests for footwear

manufacturing and issue certificates.

1.2 COMPANY PROFILE

NAME OF THE COMPANY: API POLYMERS (INDIA) PVT.LIMITED

OFFICE ADDRESS: J-17, UDYOG NAGAR, ROHTAK ROAD, NEW DELHI-41,

PH: 011-254720500, 25572556, Fax: 91-11-25473701

E-MAIL:Action@vsnl.com

URL:actionshoes.com

OWNER: SHRI H.K.AGRAWAL

FACTORY MANAGER: Mr. RAJKUMAR JEE

PRODUCTION MANAGER: Mr. BIJENDRA RATHORE

ESTABLISHED: 1984

PRODUCT: COMPLETE RANGE OF SPORTS SHOES AND SANDALS

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EXPORT: GULFCOUNTRIES

MARKET: INDIAN DOMESTIC MARKET

BRAND: CAMPUS, ACTION.

FABRICATOR: DELHI AND NOIDA

WORKER: 125

API polymers

API polymers, which is the core company of action group, was establish in 1984 in

Delhi under the leadership of Mr. H.K. Agrawal as the director of the company. Later in

1987, Mr. B.P. Jain joined the company as the second director of the company. From

1987 till now the company is working under the joint leadership of Mr. H.K. Agarwal

and Mr. B.P. Jain both directors, who are working in tandem.

Hitherto, the company has gradually spanned out in the group of eight companies

namely:

S. No. Company’s name. Name of the directors

1. API Polymers Mr. H.K. Agrawal & Mr. B.P. Jain

2. Nikhil Footwear Mr. N.K. Agrawal

3. Kabeer Textile Mr. N.K. Agrawal

4. API Associate Mr. Anil Agrawal

5. Nikhil udyog Mr. Anil Agrawal

6. Mahaan Plastics Mr. Raj Kumar Gupta

7. MG Polymers Mr. Subhash Agrawal

8. Ajay plastics Mr. Naresh Agrawal

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API is the flagship company of Action Group as it is marketing the Products of the other

Companies Namely – Kabeer & Nikhil, as well as its own product.

PRODUCTION:

The production unit of API Polymers has three fully automatic machine and two manual

machines. The production for each day is carried out in two shifts of equal duration of

eight hours. Since the production varies with the demand so on an average the production

for one day comes out to be 2500 pairs. The raw – materials, which are used in

production like – glue, upper are imported from Taiwan and Italy. Some of the raw –

material are in-sourced from sister companies also and some is out- sourced from within

the country.

DISTRIBUTION:

API has wide plexus of distribution all over India. The distribution chain is like this

Manufacturer (API) Distributor Retailers Consumers

API has approximately 250 distributors all over India which caters to about 12,000

retailers all over India. The company exercises various credit policies to expedite the

receivables.

R & D:

Innovations done by R&D department, has helped API tremendously in diversifying its

business and creating a winning edge above competitors. The R&D department is doing a

very fine job and has developed new models/designs with latest Material/technology

available in the world. It is because of the efforts of the R&D that different male of

Action Shoes has different USP’s (Unique selling preposition) attach to it. Like trekking

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comes with ACS (air circulation system) that cause no extra comfort to the feet. Mausam

comes with flexible sole while jogger’s light weight is its USP.

ACTION AT GLANCE

What one needs is a partner that's always on the move, that tracks your every move, just

right and smartly too. And that's exactly the inspiration behind our trendy footwear

collection ranging from performance sport shoes to semi-formal and formal footwear for

men, women, teenagers and kids. Ultimate in design, comfort, and fit. Action shoes not

only look good but also are good for your feet. Each Action product is the manifestation

of our high standards of workmanship, access to latest technology. That's how Action is

synonymous with maximum quality and performance.... and of course that essential look.

So get into Action. And feel free to walk on the rough roads of life. Surely you'll be the

winner.

CORPORATIVE VIGNETTE:

Action’s headquartered is in Delhi, supported by multiple manufacturing and

development units in rest of the states like - Haryana, Himachal Pradesh and Daman etc.

A number of its executives are based in customer geographies with the express purpose

of creating and nurturing channel partners as well as customers relationship.

ACTION is a Delhi based group having diversified business interests. It has established it

selves as one of the prominent names as the manufacturer and exporter of a wide

range of casual shoes, leather shoes and sports shoes.

Besides being a distinguished entity in the shoe industry, it also excels as a successful

enterprise in other corporate ventures like manufacture of Computer Monitors & its

peripheral and Chemical & Plastisizers. It is also associated with numerous esteemed

housing projects.

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It has gone from strength to strength and has become one of the significant players in area

of operation. The credit for its phenomenal growth goes to the strong network it has

across the globe and quality it offers.

PRODUCTS:

It pride on providing a totally flexible service to meet the client’s requirement; this puts it

in the enviable position of being able to offer an unrivalled service. It pride in satisfying

the diverse needed of our clients situated across the globe and wish to develop new

business relations with clientele worldwide. Its diversified business operations include:

FOOTWARE & ITS COMPONENT MANUFACTURING:

With over three decades of experience in footwear industry, action is synonymous with

quality shoes, ranging from casuals to formals, from daily wear to sport wear and from an

elegant collection for ladies.

Our range includes:

1. CASUAL SHOES

Men’s Casuals shoes

Women’s Casual Shoes

Casual Leather Shoes

Casual Sport Shoes

2. SPORTS SHOES

Men’s Sports shoes

Women’s Sports Shoes

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Kid’s Sports Shoes

Sports Leather Shoes

Casuals Sports Shoes

MARKETING PHILOSOPHY:

The Action marketing philosophy emphasizes catering to the masses, consistently

meeting the need and aspirations of every evolving generation. Action is committed to

producing the high quality shoes to suit every walk of life.

Based on cultivated understanding of the Indian consumers psyche, most products

offering is in the mid – range price segments. However, action also manufactures variety

of premium products for those who refuse to compromise, who seek and strive beyond

Ordinary. The Company virtually makes shoes for the entire family- more precisely for

everyone – for all occasions.

DISTRIBUTION NETWORK:

To compliment the philosophy of catering to every walk of life, the powerful distribution

network is mushroomed far and wide. It has established a wide marketing and network

for distributing its products in India.

The extensive distribution network, built over the years, is a major strength for Action

products. Action products are available to consumers, even in the most remote places and

in the smallest of village. The distribution network comprising of DISTRIBUTORS,

WHOLESALERS, RETAILERS AND EBO’S through out the country, ensures that the

customers wherever located is served efficiently.

It has network of more than 50000 retail outlets all over India to sell our footwear, which

is being sold through more than 500 distributors appointed by the company.

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OTHER PRODUCTS AND SERVICES:

Computer Monitors & its peripherals

It has emerged as a dominant Computer Monitor manufacturer in India under the Brand

name “Microtek” which has wide acceptability in the Indian market. Computer

Peripherals like SMPS, Key Boards, Mother Boards, Mouse, Computer Cabinets, etc. are

also manufactured under the same brand.

Housing project

Along with the promoters of Zee Network, It is with a joint venture, which undertakes

prestigious Housing Projects under the name Sun City Projects Limited..

Chemical & Plastisizers

It proud it selves in producing employment opportunities to the economically backward

areas of India, by establishing production plant at Daman for manufacturing of PVC

Compound, DOP, DBP, etc. under the brand name API.

National Contribution

Sri Balaji Action Medical Institute has been established with a mission to provide world-

class integrated healthcare facilities to all sections of the society with a humanitarian

touch, whilst maintaining high standard of ethical practice and professional competency

with emphasis on training and education leading to research. The Institute will impact

free Medical to the poor and needy people with an aim to run the institute on no profit no

loss basis.

IT’S EXCELLENCE:

Quality is an essential factor for deciding the life cycle of any organization. As today’s

customers are getting more and more quality conscious and this word is buzzing all

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around the corporate arena, we prefer not to keep any stone unturned on our part as

regard to the quality of the products and services.

It undertakes stringent quality control measures ensuring supreme product quality and

maintains an enviable track record of order delivery with zero defects. Its range of shoes

bears the hallmark of various certifications and has successfully established their niche on

the platforms of design, utility and cost competitiveness.

IT’S STRENGTH:

Its state of the art infrastructure empowered by hi-tech facilities, experienced technocrats

and dedicated workforce helps us abreast with the changing technology so that it lead the

change in innovation. It has a highly continuously raise the industry standards by going

that extra mile, which is our emblem.

THREADS OF INNOVATION:

Its multi-track research ad development program is designed to achieve maximum

utilization of the company’s expertise in existing technologies and to develop new

products targeted at specific market niches.

IT’S PATRONS:

It has made great inroads in the world’s best and developing markets through our wide

global network. Its high quality goods, cost efficiency and timely deliveries have earned

us a loyal client base.

It enjoy a wide clientele in domestic as well as international market, especially in leading

European markets like Span, Portugal, Holland, Germany, Denmark etc.; Middle East

nations like U.A.E., Dubai, Mauritius, United States, U.K., Ireland, France and also deals

with international Super Market Chains and Hyper Market Chains.

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STRATAGIC INTENT             

VISION

To nurture a financially strong, growth oriented group through leadership and innovation

and to widen future options by entering newly emerging industries where the potential

seems enormous. We as a group shall continue to seek opportunities where we can

leverage our resources and skills.

MISSION

At Action group our mission is to work together, respecting each other, our skills and

knowledge to:-

1.  Build higher quality of products and services.

2.  Continually strive to enhance customer satisfaction.

3.  Improve customer retention and loyalty.

4.  Gain a competitive advantage and larger market share

5.  Elimination of scrap, waste, defects and errors. 

6.  To create a great place to work.

VALUES

How we accomplish our mission is as important as the mission itself. Fundamental to

the success for the company are these basic values.

o Teamwork

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o Learning and Innovation

o Energy and Passion

o Employee involvement in process improvement.

Brand architecture

The brand ' ACTION ' has been able to maintain its aura of exclusivity and distinction

since its first pair of non-formal sporty shoes hit the stores. It continues to be the most

preferred brand in India.

With the growing popularity, proliferation comes along. The company has elaborated the

brand concept by launching a variety of sub-brands and shoes to suit different occasions.

The new products were coined with attractive catchword, thus helping the customers

finding the right shoes.

Our range of brands cater to every need in shoe world

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At Action group we constantly strive to create, maintain, protect and enhance the brands.

Our challenge is to develop a deep set of positive associations for the brand. Our

objective is not only to have a fairly high degree of.........

BRAND AWARENESS, but to move 

To ACCEPTABILITY PREFERENCE Finally, BRAND LOYALTY

In order to achieve all these stages and to achieve higher attention & recall, Action group

often uses celebrities as spokespeople or endorsers. This brand has been associated with

the world known celebrities like:

1. KAPIL DEV

2. SACHIN TENDULKAR

3. AJAY JADEJA

4. AMRISH PURI,

5. APOORVA AGNIHOTRI

6. AMAN TALWAR

7. RENUKA

8. PALLAVI JOSHI

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CAMPUS SHOES

“A relentless race against time...,

                  The burning passion to win...,

                                 A strong desire to set the trends....,

                                                        No wonder, life is all Campus...."

Campus symbolises the carefree attitude of youth. With campus lightweight casual shoes

and sandals for young people and kid's freedom is in the air. 

A combination of soft synthetic leather/Nubuck and breathable mesh with padded tongue

and soft plus collar lining shoes are manufactured through the latest world class stuck-on

process using EVA and Phylon soles which provides cushion and  shock absorption. 

The perfect combination of style and comfort gives you a retro feel. The shoes comes in

the size and prize range of 8-13 (Rs. 399-499), 3-5 (Rs. 599), 6-10 (from Rs. 599-

1399).

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PACKING FOR CAMPUS

1. MENS 12 PAIRS

6X10=6/2, 7/3, 8/3, 9/2, 10/2.

2. STANDARD PACKING 12 PAIRS

6X9=6/2, 7/4, 8/4, 9/2.

3. ASSAM PACKING 12 PAIRS

6X8=6/4, 7/6, 8/2.

4. BIHAR & BENGAL 12 PAIRS

7X9=7/2, 8/6, 9/4.

5. BIG SIZE 12 PAIRS

10X12=10/6, 11/4, 12/2.

6. LADIES 12 PAIRS

4X7=4/2, 5/4, 6/4, 7/2.

7. KIDS 12 PAIRS

3X5=3/2, 4/4, 5/6.

8X13=8/2, 9/2, 10/2, 11/2, 12/2, 13/2.

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1.3 PROBLEMS OF THE ORGANIZATION

Selling shoes seem a cakewalk these days. Something unheard of in the fifties. Old timers

in the industry still talk of the days when they tried to upgrade chappal users to shoes

only to be given the boot time and again.

Interesting enough, the shoe market really kicked off when schools insisted on the shoe

wear as part of the uniform. The market stepped up further with the introduction of

physical training by the schools in their curricula. And sports shoes (or canvas shoes as

they were called then) manufacturers, gleefully got what was almost a captive market.

But demand for sport shoes was confined to the games season from December to

February. So if the shoe industry was to really take off, a broad-based, Non-seasonal

demand had to be created.

The fitness mania in the eighties broadened the market base. Suddenly jogging, Aerobics

and trekking became in thing. And the market of casuals and trendy shoes boomed, health

translated into wealth not only for the fitness fanatic, but for causal shoes manufacturer as

well.

The demand today has spread. It exists not only in metros, but has extended to small

towns too- the only difference being the brand. The hot seller in metros is – Nike,

Reebok, Bata, Action, liberty, and woodland, Adidas etc. While other brands which sell

in small towns are tracer, Portland, Columbus and numerous other brands which

contribute in small proportions to the market. Estimate for the market are tough to come

by, thanks to huge roadside shoe- vending market. That is to say it is the unorganized

sector which reigns supreme in the market due to large chunk of the market size it holds

tenaciously.

But in spite of the above impediments an effort has been made to estimate the market size

of difference brands in the organize sector of male synthetic shoes segment of Delhi

region.

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In the couple of years we have seen some multinationals that have forayed into the Indian

shoe market. They fanned a consumer trend but could not reap the expected benefits from

it. International major Adidas, Nike, Reebok, and Puma did trigger off an interest in

sports shoes in India, but have fallen far short of their own projections own returns.

Ironically, these Multinationals have provided a fresh impetus for Indian sports shoes-“A

different shoe for each sport”. The multinationals targeted the so called consumer

premium segment and totally ignored the lower segment (below Rs. 800/-) Indian brands

such as Campus (from the house of Action) which are catering to this segment rapidly

capitalize on the awareness created by these multinationals for sports shoes and increased

it market share.

Since 70% of Indian’s population resides in rural area & majority of them are below

poverty line, therefore, Action is complacent in catering to this huge chuck of population

by keeping the price low. But in order to expand Action augurs to increase its market

share by churning up brands in the middle level segment (between Rs.800-1200/-).

India is a huge market with 550 million pairs of footwear being sold every year. Branded

shoes account for only 18.2 percent of the entire market. Nearly 96 percent of these shoes

sell in the Rs. 1000 per pair and below category. And close to 70% of these are at Rs.

500/- per pair and below.

This research that I have conducted on the behalf of Action shoes entails the strong

and weak areas in Action’s strategies confining to promotion schemes of its

premium product “Campus shoes” and marketing Mix by which it can further

outsmart its competitors.

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1.4 COMPETITORS INFORMATION

LIBERTY:

Liberty Shoes Ltd. is the only Indian company that is among the top 5 manufacturers of

leather footwear in the world with a turnover exceeding U.S. $100 million. We produce

more than 50,000 pairs of footwear a day covering virtually every age group and income

category. Products are marketed across the globe through 150 distributors, 350 exclusive

showrooms and over 6000 multi-brand outlets, and sold in thousands every day in more

than 25 countries including fashion-driven, quality-obsessed nations like France, Italy,

and Germany. With 50 years of excellence, today Liberty produces footwear for the

entire family and is a trusted name across the world. In the domestic market it is one of

the most admired footwear brands and holds the largest market share for leather footwear.

Steeped in a philosophy that has at its core innovation, technology and advancement, we

at Liberty, pride ourselves over and above everything else on our healthy and heart-felt

respect for the human ethos, which projects itself in the expectancy and excitement with

which one greets the arrival of the new combined with a sincere and deep regard for the

old, which is appreciative of and adopts at every stage the unique balance between

modernization and tradition. Liberty as a brand is constantly evolving to keep pace with

the changing trends, styles, beliefs, and aspirations of people while maintaining the

sanctity of certain traditions like workmanship and good value.

AEROBOK

Aerobok Shoe Pvt. Ltd. makes you set indelible footprints by providing you with the

most sturdy and stylish footwear, which are manufactured in line with the international

parameters of quality. We started our manufacturing business in the year 1994, and today

due to our strict adherence to quality and customer satisfaction, we have carved a niche

for ourselves in the international market. We are one of the leading manufacturers and

exporters of world class footwear that consists of PU Footwear, E.V.A. Footwear,

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Ladies Footwear, Gents Footwear, Kids Footwear, Sports Shoes, Slippers, Sandals,

etc.

The most stylish and fabulous collection of shoes, slippers and sandals for all age groups

marks our special endeavor. Some of the most important brands of the company are

Aqualite, Mach 3, Aircare, Gurukul, Casuals, Monsoon Mazza and Silkina. Aerobok

has effectively maintained and retained its reputation of Nominal Price, Superior Quality

and Prompt Delivery schedules to generate maximum customer satisfaction.

We have one of the most advanced manufacturing units which is appropriately outfitted

with the latest manufacturing machines and equipments. The workforce of the company

is highly talented and has a vast industry experience. We can produce around 20,00,000

pairs of shoes, sandals and slippers in a year. Almost a dozen of world class imported

machines and equipments (from Italy and Taiwan), installed at our unit, contributes

substantially to manufacturing the products in the most quickest manner. The company is

backed by a robust Research and Development center with an independent designing

center. We manufacture an exciting range of footwear items matching the seasons, taste,

choice, trends and fashion of the market.

Nike

Nike, originally known as Blue Ribbon Sports, was founded by University of Oregon

track athlete Philip Knight and his coach Bill Bowerman in January 1962. The company

initially operated as a distributor for Japanese shoe maker Onitsuka Tiger, making most

sales at track meets out of Knight's car.

The company's profits grew quickly, and in 1966, BRS opened its first retail store,

located on Pico Boulevard in Santa Monica, California. By 1971, the relationship

between BRS and Onitsuka Tiger was nearing an end. BRS prepared to launch its own

line of footwear, which would bear the newly designed Swoosh.

The first shoe to carry this design that was sold to the public was a football shoe named

"Nike", which was released in the summer of 1971. In February 1972, BRS introduced its

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first line of Nike shoes, with the name Nike derived from the Greek goddess of victory.

In 1978, BRS, Inc. officially renamed itself to Nike, Inc. Beginning with Ilie Nastase, the

first professional athlete to sign with BRS/Nike, the sponsorship of athletes became a key

marketing tool for the rapidly growing company.

The company's first self-designed product was based on Bowerman's "waffle" design.

One day Bowerman randomly put liquid latex into his wife's Waffle maker. The

experiment turned out with a silid piece of latex rubber with a design of a waffle, and a

broken waffle maker. Bowerman showed this product to Knight. Knight thought it was a

good idea because the rubber would help create traction for runners etc.

By 1980, Nike had reached a 50% market share in the United States athletic shoe market,

and the company went public in December of that year. Its growth was due largely to

'word-of-foot' advertising (to quote a Nike print ad from the late 1970s), rather than

television ads. Nike's first national television commercials ran in October 1982 during the

broadcast of the New York Marathon. The ads were created by Portland-based

advertising agency Wieden+Kennedy, which had formed several months earlier in April

1982.

Together, Nike and Wieden+Kennedy have created many indelible print and television

ads and the agency continues to be Nike's primary today. It was agency co-founder Dan

Wieden who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign,

which was chosen by Advertising Age as one of the top five ad slogans of the 20th

Century, and the campaign has been enshrined in the Smithsonian Institution.

Throughout the 1980s, Nike expanded its product line to include many other sports and

regions throughout the world.

Acquisitions

In July 2003, Nike paid $305 million to acquire Converse Inc., makers of the iconic

Chuck Taylor All Stars.

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In an effort to target the low-end athletic goods market, Nike purchased the parent

company of Starter athletic clothing brand in August 2004 for $43 million.

On 23 October 2007, it was announced that the sports apparel supplier Umbro, known as

the manufacturers of the England national football team's kits, had agreed to be bought by

Nike in a deal said to be worth £285 million (~$600m).

Products

A Nike brand athletic shoe

Nike produces a wide range of sports equipment. Their first products were track running

shoes. They currently also make shoes, jerseys, shorts, baselayers etc. for a wide range of

sports including track & field, baseball, ice hockey, tennis, Association football, lacrosse,

basketball and cricket. The most recent additions to their line are the Nike 6.0 and Nike

SB shoes, designed for skateboarding. Nike has recently introduced cricket shoes, called

Air Zoom Yorker, designed to be 30% lighter than their competitors'. In 2008, Nike

introduced the Air Jordan XX3, a high performance basketball shoe designed with the

environment in mind.

Nike positions its products in such a way as to try to appeal to a "youthful....materialistic

crowd". It is positioned as a premium performance brand. However, it also engineers

shoes and apparel for discount stores like Wal-Mart under the Starter brand.

Nike sells an assortment of products, including shoes and apparel for sports activities like

association football, basketball, running, combat sports, tennis, American football,

athletics, golf and cross training for men, women, and children. Nike also sells shoes for

28

outdoor activities such as tennis, golf, skateboarding, association football, baseball,

American football, cycling, volleyball, wrestling, cheerleading, aquatic activities, auto

racing and other athletic and recreational uses. Nike is well known and popular in Youth

culture, Chav Culture and Hip hop culture as they supply urban fashion clothing. Nike

recently teamed up with Apple Inc. to produce the Nike+ product which monitors a

runner's performance via a radio device in the shoe which links to the iPod nano. While

the product generates useful statistics, it has been criticized by researchers who were able

to identify users' RFID devices from 60 feet (18 m) away using small, concealable

intelligence motes in a wireless sensor network.

In 2004, they launched the SPARQ Training Program/Division. It is currently the premier

training program in the U.S.

In the video game Gran Turismo 4 there is a car by Nike called the NikeOne 2022,

designed by Phil Frank.

Lakhani

The Lakhani Group was India's and our brand, Lakhani Shoes, is well recognized across

the country. Our Detergents business is only a couple of year’s young & has a

competitive regional position (Lakhani Detergent).

Our flagship brand, Lakhani Shoes, is a market leader in its operating segment. Lakhani

Shoes alsohas the distinction of being one of the largest volume producers in the country.

We are a partnering MNC’s like /Reebok New Balance and Converse in there

outsourcing programs. We also have a small but growing export business.

In 2006, the family operations were restructured to enable further growth and

diversification. The PD Lakhani-led portion of the Group has been branded as the

LakhaniVardaan (LV) Group.

29

1.5 S.W.O.T. ANALYSIS

STRENGTH

1. Good quality

2. High production capability

3. Well product segmentation

4. Wide distribution channel

5. Well infrastructure

WEAKNESS

1. Brand reputation is not good

2. Designs not up to market requirement

3. Lacking in product range

4. Fewer schemes for consumers

5. Few and old videos advertisements

6. Market segmentation is not proper.

OPPURTUNITIES

1. No other Indian player had big market in sports shoes like campus shoes has so by

repositioning, market share can be increased.

2. Still market is big, campus shoes can serves well than its competitors.

30

3. High expectation of retailers from Campus

THREATS

1. Weak players like Portland, Tracer, welcome etc had captured their market share.

2. International player stop Campus shoes to increase the price of their product

because of their starting price.

3. Entrance of China product.

4. Economic Conditions

31

Chapter 2

OBJECTIVE AND

RESEARCH

METHODOLOGY

32

2.1 SIGNIFICANCE

The main significance of the project is to find which promotion scheme and advertising

media is most effective from the point of view of consumers and Brand Positioning of

Actions Premium Product Campus Shoes.

2.2 MANAGERIAL USEFULNESS OF THE STUDY

The marketing department can use this study to enhance their marketing strategies for

better sales. This report helps marketing department in taking decision to what change in

distribution channels and what should be done so that marketing problem could be

shorted out and how to sell their range of product in the competitive market.

The very essence of every project related to marketing is providing a view to

management for chalk out the organization. So that they can maintain a viable fit between

the organization objective, skill and resource and its changing market opportunities. Also

give proper shape to the company business target profit and growth. It provides a

feedback to the organization about their sales, sales schemes and what impact does it has

on the retailers and consumer.

2.3 OBJECTIVE

The aim of this research is to know about the consumer’s perception about campus shoes

(premium product of Action’s shoes manufacture API POLMER (INDIA) PRIVATE

LIMITED). The study will highlight the following objectives:

To know the consumers buying behavior and brand preference.

To analyze the influencing attributes of the sports shoes.

To find strong point, weak points, opportunities and threats to Campus

Product.

33

To take suggestions from the consumers to overcome the reasons of not good

positioning of Campus shoes.

To find which promotion scheme and advertising media is most effective from

the point of view of consumers.

2.4 SCOPE OF THE STUDY

The importance of well-defined objectives can not be over emphasized. A questionnaire

that is written without a clear goal and purpose is inevitably going to overlook important

issues and waste participants' time by asking useless questions. The questionnaire may

lack a logical flow and thereby cause the participant to lose interest. Consequential, what

useful data you may have collected could be further compromised. The problems of a

poorly defined questionnaire do not end here, but continue on to the analysis stage. It is

difficult to imagine identifying a problem and its cause. In other words, how would it be

possible to reach insightful conclusions if one didn't actually know what they had been

looking for or planning to observe.

A good rule of thumb is that if you are finding it difficult to write the questions, then you

haven't spent enough time defining the objectives of the questionnaire. Go back and do

this step again. The questions should follow quite naturally from the objectives.

2.5 METHODOLOGY

Research Design: A research design is a type of blueprint prepared depending on various

types of blueprints available for developing the most efficient plan of gathering the

needed information. The design of a research study is based on the purpose of the study.

A research design is the specification of methods and procedures for acquiring the

information needed. It is overall operational pattern or framework of the project that

stipulates what information is to be collected from which source by what procedures.

34

Types of Research

1. Exploratory Research:

Exploratory study is done to generate new ideas. Respondents should be given

sufficient freedom to express themselves. Sometimes a group of respondents is

brought together and a focus group interview is held. An Exploratory study is

generally based on the secondary data that are readily available.

It does not have a formal and rigid design as the researcher may have to change his

focus or direction, depending on the availability of new ideas and relationships

among variables. This study is in the nature of preliminary investigation wherein the

researcher himself is not sufficiently knowledgeable and is, therefore unable to frame

detailed research questions. This study involves qualitative research design.

Qualitative Research Design:

If the purpose is to get new ideas then a qualitative research design study may be in

order. The choice of data collection techniques for this study includes:

Depth interviews: It is a lengthy, non- structured interview between a respondent

and a highly trained interviewer .respondents are encouraged to talk freely about

their activities, attitude and interests, in addition to the product category or brand

under study.

Project Technique: It is designed to tap the motives of individual despite their

unconscious rationalizations or efforts at conscious concealment. It consists of

variety of disguised tests.

Focus Groups: Thos group consists of eight to ten respondents who meet with a

moderator/analyst for a group discussion focused on a particular product or

product category.

35

2. Descriptive Research: Descriptive study is undertaken in many circumstances.

When the researcher is interested in knowledge the characteristics of certain

groups such as age, sex, educational level, occupation or income, interested in

knowing the proportion of in a given population who have behaved in a particular

manner, making the projections of a certain things, or determining the relationship

between two or more variables, descriptive study may be necessary. . Design in

such studies must focus attention on following.

What the study is about and why is it being made?

What techniques of gathering data will be adopted?

How much material will be needed?

Where can be the required data can be found?

Processing and analyzing of the data?

Reporting, the findings

Descriptive study can be done with the help of quantitative design.

Quantitative Research Design

If descriptive information is needed than a quantitative study is likely to the needed. The

choice of data collection technique for this study includes:

Observation: By watching people, observational researchers gain a better

understanding of what a product symbolizes to a consumers, and greater

insight into the bond between people that is the essence of brand loyality.

Experimentation: it is possible to test the relative sales appeal of many types

of such variables such as package, prices, promotional offers or copy themes

through experiments designed to identify causes and effects.

36

Surveys: if researcher wish to ask consumers about their purchase preferences

they do it through survey, which are of three types:

1. Personal interview: Through correspondents

2. Telephone interview: through telephone

3. Mail surveys: through post

The researcher design adopted in this study is descriptive research in order to produce

descriptive information such as about various features

The survey conducted through correspondents.

Sampling

An integral component of a research design is the sampling specifically, it address three

questions: the sample unit, the sample size, the sampling procedure. Making a census

study of the entire universe will be impossible on the account of limitations of time &

money. Hence sampling becomes inevitable. A sample is only a portion of the universe of

population. The object of sampling is to get maximum information about the parent

population with minimum effort.

Method of Sampling

1. Probability sampling: this is also known as ‘random sampling’ or ‘choice

sampling’. Under this sampling design every item of the universe has an equal

chance, or probability of being chosen for sample. This implies that the section of

the sample items is independent of the persons making the study- that is; the

sampling operation is controlled objectively so that the items will be chosen

strictly at random. Probability samples may take the form=m of

● Sample Random Sampling

37

● Systematic Sampling

● Stratified Sampling

● Cluster and Area Sampling

● Sequential Sampling

● Multi Stage Sampling

2. Non Probability sampling: This is also known as deliberate sampling, purposive

and judgmental sampling. Non probability sampling is those that do not provide

every item in the universe with a known chance of being included in the sample.

Non probability sampling are of following type :

● Convenience Sampling

● Quota Sampling

● Judgmental Sampling

● Panel Sampling

DATA COLLECTION PERIOD

The researcher can gather primary data, secondary data or both. Secondary data are the

data that were collected for another purpose and already exist somewhere. Primary data

are data specially gathered for a specific purpose or for a specific research project. When

the needed data do not exist or are outdated, inaccurate, incomplete, or unreliable, the

researcher will have to collect primary data. Most marketing research projects involve

some primary data collection.

38

Primary data:

Primary data is collected through personal references; questionnaire and customer

references.

Secondary data:

The main source of information the project was-

Weekly magazine

Telephone directory

Contact Method:

The marketing researchers have four choices to contact the respondents:

Mail,

Telephone,

Personal and online

2.6 LIMITATIONS

Each and every study is suffered by some of the limitations and I also had to work under

several constraints and limitations. Some of the limitations are:

Convenient sampling was used as the mode of conducting the research.

Sample size is small, so it may not represent the whole universe.

Survey is done in some parts of Delhi; therefore, research does not depict the

consumer’s perception about Campus shoes in whole Delhi.

The left out section of the consumers may have different opinion.

Consumers may not have been true in answering various questions and may be

biased to certain other questions.

39

The questionnaire mostly contained multiple-choice questions; therefore many

consumers are not able to give a proper thought before up the question.

Many ticked more than one option, which demands only one.

40

Chapter 3

CONCEPTUAL

DISCUSSION

41

3.1 BRAND

A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark,

which, if managed properly, creates value and influence. “Value” has different

interpretations: from a marketing or consumers perspective it is “the promise and delivery

of an experience”; from a business perspective it is “the security of future earnings”; from

a legal perspective it is “a separable piece of intellectual property”. Brands offer

customers a means to choose and enable recognition within cluttered markets.

Brand Management

Brand management is the application of marketing techniques to a specific product,

product line, or brand. It seeks to increase the product's perceived value to the customer

and thereby increase brand franchise and brand equity. Marketers see a brand as an

implied promise that the level of quality people have come to expect from a brand will

continue with present and future purchases of the same product. . This may increase sales

by making a comparison with competing products more favorable. It may also enable the

manufacturer to charge more for the product. The value of the brand is determined by the

amount of profit it generates for the manufacturer. This results from a combination of

increased sales and increased price.

Types of Brands

A premium brand typically costs more than other products in the category.

An economy brand' is a brand targeted to a high price elasticity market segment.

A fighting brand is a brand created specifically to counter a competitive threat.

When a company's name is used as a product brand name, this is referred to as corporate

branding.

42

When one brand name is used for several related products, this is referred to as family

branding.

When all a company's products are given different brand names, this is referred to as

individual branding.

When a company uses the brand equity associated with an existing brand name to

introduce a new product or product line, this is referred to as brand leveraging.

When large retailers buy products in bulk from manufacturers and put their own brand

name on them, this is called private branding, store brand, or private label. Private

brands can be differentiated from manufacturers' brands (also referred to as national

brands).

When two or more brands work together to market their products, this is referred to as

co-branding.

When a company sells the rights to use a brand name to another company for use on a

non-competing product or in another geographical area, this is referred to as brand

licensing.

Brand Equity

Brand equity is the value built-up in a brand. It is measured based on how much a

customer is aware of the brand. The value of a company's brand equity can be calculated

by comparing the expected future revenue from the branded product with the expected

future revenue from an equivalent non-branded product. This calculation is at best an

approximation. This value can comprise both tangible, functional attributes (e.g. TWICE

the cleaning power or HALF the fat) and intangible, emotional attributes (e.g. The brand

for people with style and good taste).

Brand equity measures the total value of the brand to the brand owner, and reflects the

extent of brand franchise. The term brand name is often used interchangeably with

43

"brand", although it is more correctly used to specifically denote written or spoken

linguistic elements of a brand. In this context a "brand name" constitutes a type of

trademark, if the brand name exclusively identifies the brand owner as the commercial

source of products or services. A brand owner may seek to protect proprietary rights in

relation to a brand name through trademark registration.

Brand equity can be positive or negative. Positive brand equity is created by effective

promotion and consistently meeting or exceeding customer thoughts. Negative brand

equity is usually the result of bad management.

The greater a company's brand equity, the greater the probability that the company will

use a family branding strategy rather than an individual branding strategy. This is because

family branding allows them to leverage off the equity accumulated in the core brand.

This makes new product introductions less risky and less expensive.

Brand Positioning

Product positioning is an important strategy for achieving differential advantage.

Positioning reflects the "place" a product occupies in a market or segment. A successful

position has characteristics that are both differentiating and important to consumers.

Positioning is how a product appears in relation to other products in the market

Every product has some sort of position — whether intended or not. Positions are based

upon consumer perceptions, which may or may not reflect reality. A position is

effectively built by communicating a consistent message to consumers about the product

and where it fits into the market — through advertising, brand name, and packaging.

44

Positioning is inextricably linked with market segmentation. You can’t define a good

position until you have divided the market into unique segments and selected your target

segments. Three key research issues must be addressed:

What is your current position?

1. What does the "space" look like — what are the most important dimensions in the

category?

2. What are the other products in that space and where are they?

3. What are the gaps, unfilled positions or "holes" in the category?

4. Which dimensions are most important?

5. How do these attitudes differ by market segment?

What position do you want to have?

1. Finding an unmet consumer need — or at least one that’s not being adequately met

now by competition

2. Identifying a product strength that is both unique & important

3. Determining how to correct a product weakness and thereby enhance a product’s

appeal. (e.g., legitimate "new & improved")

45

4. Changing consumer usage patterns to include different or additional uses for the

product

5. Identifying market segments, which represent the best targets for a product

How do you create a new positioning?

Creating a new positioning can come from two sources:

1. Physical product differences

2. Communications — finding a memorable and meaningful way to describe the

product. "Positioning is not what you do to a product; positioning is what you do

to the mind of the prospect."

Why branding?

Brand related to customer as

Brand power = differentiation * relevance * Esteem * Knowledge

Differentiation = How distinctive is the brand in the market palace or its competitive

advantage?

Relevance = is it meaningful to him or her?

Esteem = is the brand held in regard & considered the best in its class?

Knowledge = does the customer understand as to what a brand stand for? i.e. for its high

quality, good value for money, etc.

46

Understanding “BRAND EQUITY”

Brand equity is a set of assets & liability contains

1. Brand name awareness.

2. Brand loyalty.

3. Perceived quality.

4. Brand association.

These associated with a brand & its symbol(s) that add or subtract value provided

by the product or services to a firm or its customers.

Realize: what are the two important feeling u associate this brand with?

1. Brand name awareness.

Awareness refers to a brand presence in a customer’s mind.

Awareness comes by a small strategy…

Brand recognition brand recall brand dominate strategic awareness.

Logo, celebrity helps to remind the brand again and again thus help in brand

dominate.

2. Perceived quality

It refers to overall “quality perception” about the brand.

Research has proven that perceived quality enhances financial performance.

Perceived quality closely related to overall goodness of the brand.

47

3. Brand association

A symbol, celebrity helps in establishment of brand identity that the organization

wants in the customer’s mind.

Branding can be done by:-

Effective advertising

Sales promotion

Collaboration

Removing the company weakness

Public relation

publicity

48

3.2 ADVERTISING

Any paid form of non-personal presentation & promotion of ideas, goods, or services by

an identified sponsor.

A company must show all the healthy prospect, smiley faces & make

customer feel relax & happy and generate a wish to see same advertisement many

times.

Advertisement should be creative & unique, show profit to customers.

Show some USP like – light weighted, shock resistance, improved

technology at reasonable price, so customer can find “what’s in it for me”.

Show some leading figures and fact comparing with competition.

Have big coverage audience.

KEY DECISIONS:

1. Setting objectives

Advertising objectives can be classified by primary purpose.

Informative ads will build primary demand

Persuasive ads: Become more important as competition increases,

comparative advertising, and Build selective demand.

Remind: Most important for mature products, it will keep consumers

thinking about our product.

49

2. Setting the budget

Several factors should be considered when setting the ad budget:

Stages in the product life cycle.

Market share

Level of competition

Ad clutter

Degree of brand differentiation. (Product differentiation)

Advertising frequency

3. Developing the advertising strategy.

Creative challenges

media fragmentation

soaring media costs

advertising clutter

Message execution

Many execution styles:-Tones, format, illustration, headline.

Develop a message focus on customer’s benefit.

Advertising appeal:-meaningful, believable, distinctive.

50

Selecting advertising media.

Decide on level of reach, frequency & impact.

Choose among the major media types by considering, consumer media habits,

nature of the product, types of message & costs.

Select specific media vehicles

Decide on media timing.

4. Evaluating advertising campaigns.

Measuring communication effects

copy testing

consumer recall

product awareness

product knowledge

product preference

Measuring sales effect

past vs. current sales comparison

Experimentation.

MAJOR MEDIA TYPES:

News papers Magazines

51

Outdoors Television

Internet Sponsorship and special events

Word- of- mouth Direct mail

Radio

CREATIVE EXECUTION STYLES:

Slice of life Mood or Image (e.g. a patent animated or cartoon kid)

Life style Musical

Personality symbol Technical expertise

Scientific evidence

SOMES SPECIAL TIPS FOR EFFECTIVE ADVERTISING:

Use brand ambassadors only rising star whose personality suits your product. Like

– any star model, a film star, a sports personality.

Show creative or technical pictures.

An example for video ad: - “our celebrity walk wearing campus shoes, he

realize every one looking at him he feel very proud but when he look them they

are steering at his shoes with positive attitude he look towards his campus shoes

& feel more proud (facial expression) & moves in his own style” this we will

show with a patent unique music. Whenever a person hears this music he

immediately recalls campus shoes.

An example for printing ad: - your patent animated/cartoon kid wearing big shoe

saying “BIG COMFORT for BIG BOYS”.

52

Do advertisement in foreign location with foreigners wearing campus shoes &

give message it’s an international brand, this will show your global image.

Show ads with differences in culture, demographics, and economic conditions.

SALES PROMOTION:

Sales promotions are short- term incentives to encourage the purchase or sales of

a product or service.

It can be targeted at final buyers, retailers, & wholesalers business customers, &

member of the sales force.

OBJECTIVE:

CONSUMER PROMOTIONS:

To increase short term sales

Generate product trial

TRADE PROMOTION:

Obtaining distribution and self space

Encouraging retailers to advertise the brand

SALES FORCE PROMOTION:

Signing up new account

53

CONSUMER PROMOTION TOOLS:

Samples

Cash Refunds

Price Pack

Advertising Specialties

Premium

Point of Purchase Communication

Contests, Games etc.

TRADE PROMOTION TOOLS:

Discounts

Advertising allowances ,display allowances

Free goods

Free tours

SALES FORCES PROMOTION TOOLS:

Contest between sales team

Incentives

54

SOME EFFECTIVE PROMOTION TIPS:

Do advertisement in jogging parks, stadiums where ever use your product.

Sponsor games/ sports events.

Show campus shoe wearing actors in movies with at least a zoom on shoes.

Do creative ads, events & displays in multiplexes/ malls/ shopping places to

attract & entertain youth.

Promote through FM radio by distributing prizes.

Take care that proper invoice is given to customers.

Do promotion in marathon races.

Provide nice sitting benches nearby roads, paths at posh public places.

COLLABORATION:

With collaborating with other manufacturer/service provider we can generate

positioning of goodwill for campus shoes in the mind of market.

Promotion should only be of company name “Campus or its logo”.

Collaboration can be done with manufacturer of...

T-shirts

Lowers

Bags

55

Chapter 4

DATA ANALYSIS

56

DATA ANALYSIS

Question 1: Which Brand of sports shoes you are using presently?

Others consist of some local brands like speed, lakhani, Columbus etc.

Brand Frequency Percentage (%)Campus 38 15Nike 56 22Reebok 50 20Adidas 44 18Bata 22 9Woodland 20 8Liberty 10 4Others 10 4

Total 250 100

Choice of Brands of Sports Shoes among consumers covered

Others4%Liberty

4%

Woodland8%

Bata9%

Adidas18% Reebok

20%

Nike22%

Campus15% Campus

Nike

Reebok

Adidas

Bata

Woodland

Liberty

Others

Fig-1

Campus is a normal brand, and its life cycle is not declining. No other Indian player had

big market in sports shoes like Action (Campus) shoes have but international players like

Reebok, Nike; Adidas are more popular than Action’s premium brand campus.

57

Question 2: What does your brand give you?

Purpose Percentage (%)

Recognition 5.2

Satisfaction 50

Value for Money 40

Praise from friends 4.8

Total 100

purpose of using any specific Brand

Satisfaction50%

Value for money40%

Recognization5%

Praise from friends

5%

Recognization

Satisfaction

Value for money

Praise from friends

Fig-2

58

Most of the people covered are using particular brand because it satisfies them and give

the apt value for their money, while Praise from friends and recognition are not matter of

consideration.

Question 3: Are you satisfied with the brand you are using presently?

Response Percentage (%)

Yes 86

No 14

total 100

86

14

0

20

40

60

80

100

per

cen

tag

e

yes no

Satifactory level

Fig-3

About 86 percent of covered respondents are satisfied with their Brands but some are not

satisfied hence they can be attracted easily.

59

60

Question 4: What influences you to buy your preferred brand?

S.No Influencing factors No of response

for a factor

Percentage (out of

250 respondent)

1 Price 92 36.8

2 your favourite film star/

sports person

10 4

3 Friends 136 54.4

4 Advertisements 73 29.2

5 Self Experience 117 46.8

6 Any other(mainly family

and occupation)

102 40.8

Influencing Factors

92

10

136

73

117102

0

20

40

60

80

100

120

140

160

1

Factors

No

of

resp

on

ses

Price

your favourite fim star/sports person

friends

advertisments

self experience

any other

Fig-4

So, films and sports star does not influence consumers covered to buy the brands they are

using but friends and self experience are the factors they carried with themselves when

they for shoes shopping

61

Question 5: Which type of retail store would you like to go for shoes shopping?

Retail store Percentage

Specific category shops(kids, men, women) 6.4

All Category 16.8

All Category with other accessories and foot related

items

16.8

Exclusive showroom 60

Total 100

Retail chain in sports shoes industry

6.4

16.8

16.860

specific category shops

all category

all category with otheraccessories and footrelated items

exclusive showroom

Fig-5

To develop a good brand in sports shoes industry one needs to available their product in

every kind of retail shop and to do this, problems like claim, problems after VAT

implementation etc should be sort out.

Campus shoes should be made available at malls, retail chain and key store to make it a

big brand among shoes consumer.

So, API needs to do collaboration with retail chain to have good brand positioning of

their premium product “Campus Shoes”.

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Question 6: Where do you come to know of latest trends in shoes industry?

S.No Information Channel No of response Percentage (out of 250 respondent)

1 Ads on TV/Radio 98 39.22 Films/Sports 61 24.43 Road side hoardings 76 30.44 While Shopping 80 325 Ads on newspaper/magazines 68 27.2

Information channel

Ads on TV/Radio, 98

Films/Sports, 61

Road side hordings, 76

while shopping, 80

Ads on news paper/magazin

e , 68Ads on TV/Radio

Films/Sports

Road side hordings

while shopping

Ads on newspaper/magazine

Fig-6

Do advertisement in jogging parks, stadiums where ever use your product.

Provide nice sitting benches nearby roads, paths at posh public places.

Do creative ads, events & displays in multiplexes/ malls/ shopping places to attract &

entertain youth.

Promote through FM radio by distributing prizes.

63

Question 7: Who do you think sets trend in sports shoes industry?

S.No Trend Seters No of response Percentage (out of 250

respondent)

1 Film Stars 58 23.2

2 Fashion Models 65 26

3 Sports Shoes 169 67.6

4 Business & other celebrities 40 16

trend seter in Shoes industry

Film stars, 58

Fashion models, 65

Sports star, 169

business & other

celebrities, 40 Film stars

Fashion models

Sports star

business & othercelebrities

Fig-7

Use brand ambassadors only rising star whose personality suits your product. Like – any

star model, a film star, a sports personality. Show creative or technical pictures.

An example for video ad: - “our celebrity walk wearing campus shoes, he realize every

one looking at him he feel very proud but when he look them they are steering at his

shoes with positive attitude he look towards his campus shoes & feel more proud (facial

expression) & moves in his own style”

64

Question 8: Tick, most preferred brand among people you know?

Brands Percentage (%)Campus 6Nike 32Reebok 25.2Adidas 20.8Woodland 10.8Bata 5.2Liberty 0Others 0Total 100

6

32

25.2

20.8

10.8

5.2

0 00

5

10

15

20

25

30

35

% o

f p

ep

ole

1

Brands

Most preffered brand around the people surveyed

campus

Nike

Reebok

Adidas

Bata

Woodland

Liberty

Others

Fig-8

65

Question 9: What Price Range do you go usually?

Price Range Percentage

Less than 1000 20

1000-1500 52

1500-2000 18.4

More than 2000 9.6

Total 100

Price Range

20

52

18.4

9.6

<1000

1000-1500

1500-2000

>2000

Fig-9

Keep campus shoes price between Rs. 1000 to Rs. 2000 price segment,

Price segment below Rs. 1000 will disturb sale of other low price segment of action shoes

especially to A- gear. So to keep the price range of campus shoes at above mentioned

price make only relevant high quality and better design product.

Other wiser customers make perception in his mind that Campus is an inferior product. If

Campus is really company’s premium product then realize it, and don’t compare it with

company’s other low price product. Make premium product and charge at premium

relevant price by proper branding.

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Question 10: Have you ever use “Campus Shoes”?

Ever use of “Campus

Shoes”

Percentage

Yes 44

No 56

Total 100

Past and present use of campus shoes

yes, 44

no, 56

yes

no

Fig-10

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Question 11: Have you ever seen any kind of advertisements of “Campus shoes”?

PERCENTAGE

YES 64

NO 36

TOTAL 100

Advertisment Campaign Of "Campus Shoes"

Yes, 64

No, 36

Yes

No

Fig-11.1

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If yes, is it impressive enough?

PERCENTAGE

YES 42.5

NO 57.5

TOTAL 100

Effect of advertisment of Campus Shoes

Yes, 42.5

No, 57.5

Yes

No

Fig-11.2

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Question 12: What kind of changes you would like to suggest for ‘Campus sports

shoes’?

S.No. Changes suggested No of response Percentage (out of

250 respondent)

1 More product range 148 59.2

2 Low price range 33 13.2

3 More contempary 140 56

4 More fashionable 142 56.8

5 Change in advertisement and

promotional activities

217 86.8

6 Quality should be improved 135 54

Changes suggested for Campus Sports shoes

More product range , 148

Quality should be improved,

135

Change in advertisement

and promotional

activities, 217 More fashionable,

142

More contempary,

140

Low price range, 33

More product range

Low price range

More contempary

More fashionable

Change inadvertisement andpromotional activities

Quality should beimproved

Fig-12

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Chapter 5

FINDINGS

71

This survey is conducted among the middle and upper class of consumers in Delhi and

find out reason why there is decrease in sales of CAMPUS products. The following data

is collected from this survey…

1. Almost every one is using sports shoes.

2. Product requirement age wise

(18 – 25): they are brand conscious; they like creative, stylish, and well

designed sports shoes.

(25 – 30): they also go for branded as well designed shoes.

(30 – 40): they prefer branded shoes and also quality conscious.

3. For each age group Campus is a normally using brand.

4. Biggest competitor in this market segment is MNC’s product who serves &

provides better product then Campus because of their well designed & quality

product.

5. There is great scope to establish CAMPUS as a premium brand in market.

6. At present there is fall in use of CAMPUS, due to several factors:

Design, quality.

Incomplete product range

Poor marketing strategies

Ineffective promotional schemes

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7. Now time has come for local advertisement in Delhi for Campus and other

Action’s shoes brand.

8. Liberty is not doing well in Delhi

9. Some local brands do capture a portion of market with good no of potential

consumers.

10. Customers are now fashion as well as quality conscious.

11. Products are not available in full range.

12. API products are not available at malls, retail chain etc.

13. High income group does not prefer to buy Campus shoes.

14. Overall penetration of API’s premium product is fine.

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Chapter 6

RECOMMENDATIONS

74

If we consider the following points, we can improve the brand positioning of Campus

shoes and even can establish it as No.1 brand in domestic market.

Design

It should be according to fashion, current trends and demands. It should be

specific to age group, because same design or shoes are not suitable for various age

groups.

Do designing through graphics or animation, by which you can design your

products n numbers of times, within short span of time. This will help to innovate the

product effectively & easily.

Only selected design protocols are prepared for the final selection, because it is

necessary for a growing company that its products are good looking with better design to

survive in this competitive era.

Full range

There should be three range of Campus shoes having MRP up to 2000/-.

1. Economy

2. Executive

3. Premium

It will be for youth, middle aged, unisex and sr. citizens.

Packaging

It should be according to price range and age group wise.

Totally new concept of shoebox, carry bag etc.

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There should be accessories in shoebox like- silica gel, shoehorn, shoetree, instruction

of care etc.

Advertisement

Through banner, poster, diary, calendar etc.

FM radio.

At bus stop, entertainment places, near schools and colleges.

Schemes for customers

Festive offer

Diwali dhamaka

Lucky coupon

Scratch and win card etc.

Special scheme for metro cities

Quality control

In today’s cut throat competition it is not easy to survive and rise without extra quality

and CAMPUS is not exceptional.

At present it is not optimum, so it needs improvement in every aspect, ex. Upper sole,

finishing, and pasting.

Because FDI is going to allowed in retail sector quality improvement is necessary to

compete with other coming brands like lee cooper, Portland etc.

Company should go for ISO implementation and office automation

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Exclusive showroom

Special window shelf for CAMPUS range.

Membership schemes for customers at Exclusive showroom and providing them

benefits and schemes.

Product planning and control

It should be accurate and scientific.

There should be department for future business analysis

Launch of new product of CAMPUS BRAND to face the threat of other brands.

Sales promotion

It should be time to time.

Allow participating and visiting the R&D, designing team to fashion show, related

events/fair.

It will broaden the thinking of designers and enhance their creativity.

Margin for retailers

Since retailers are promoting that footwear which has better margin for retailers, so

we have to think over it because market is competitive.

Promote and sale of footwear at readymade garments retail store.

Advertisement

Print and electronic media at regular time gap.

Technology based, which specify the quality, e.g. Reebok.

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Special policy to compete with unbranded products.

Imported foot wears are showing their presence in market, it may reduce the market

share of CAMPUS BRAND. So time has come to think over it.

Pricing

Keep campus shoes price between Rs. 1000 to Rs. 2000 price segment, because at

price segment above Rs. 2000 international brand like Rebook, Nike, New balance

have strong branding and have strong loyalty.

If Campus is really company’s premium product then realize it and charge at

premium relevant price by proper branding.

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Chapter 7

CONCLUSION

79

From company profile it is very much clear that ACTION GROUP is major pillar of

Indian economy and its footwear units especially API POLYMERS (INDIA) PVT.

LIMITED is dominating India domestic market in sports and casual footwear market

from last 30 years.

In my report I have discussed about market research, types, its methods and uses,

because this brief but effective theory regarding market research will definitely help the

individual who will go through the project.

I also discussed what is brand and its associated topics and the need of branding and

how the stages in advertising. I also emphasized about my own aim of research, what

common points emerged during research and overall suggestions.

During my extensive research I felt that Campus is doing well, but it is universal

truth that nothing is perfect, and Action (Campus) is not an exception. So there is room

for improvement in Action (Campus) as a brand regarding quality, marketing and

advertising policies etc. in coming time Indian market will dominated by organized retail

sector and Action has to prepare itself for these market.

At present Campus is not a competitor of Nike, Reebok, and Adidas…. But it may

possible in future. During my research I come to some conclusions that I have

summarized under topic of suggestions.

I am confident that API POLYMER (INDIA) PRIVATE LIMITED think over these

suggestions , it will directly or indirectly improve the overall performance of company

and increase the sale and market share and finally establish it as a no. 1 brand in sports

shoes in domestic as well as overseas market.

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Chapter 8

ANNEXURE

81

QUESTIONAAIRE

1. Which brand of sports shoes you are using presently?

Campus

Nike

Reebok

Adidas Woodland

Bata

Woodland

Liberty

Any other (please specify) _____________.

2. What does your brand give you?

Recognition

Satisfaction

Value for money

Praise from friends

3. Are you satisfied with the brand you are using presently?

Yes

No

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4. What influences you to buy your preferred brand?

Price

Your favorite film star /sports person

Friends

Advertisements

Self Experience

Any other (please specify) ____________.

5. Which type of retail store would you like to go for shoes shopping?

Specific category shops (kids, men, women etc)

All categories

All categories with other accessories and foot related items

Exclusive showroom

6. Where do you come to know of latest trends?

Ads on Television

Films/sports

Road side hoardings

By shopping

Advertisements on newspaper/magazine

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7. Who do you think sets trend in shoes today?

Film stars

Fashion models

Sports star

Business and other celebrities

8. Most preferred brand among people you know?

Campus

Nike

Reebok

Adidas

Bata

Woodland

Liberty

Any other (please specify) ________

9. What price range do you go usually?

Less then 1000

1000-1500

1500-2000

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Range doesn’t matter

10. Have you ever buy “Campus Shoes”?

Yes No

11. Have you ever seen any kind of advertisements of “Campus shoes”?

Yes No

If yes, is it impressive enough?

Yes No

12. What kind of changes you would like to suggest for “Campus shoes”?

More product range

Low price range

More contemporary

More fashionable

Change in Advertisement & Promotional activities

Quality should be improved

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PERSONAL DETAILS

Name :

Age :

Sex (female/male) :

Occupation/designation :

Monthly income :

< 10 000

10 000 – 20 000

20 000 – 30 000

>= 30 000

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Chapter 9

BIBLIOGRAPHY

87

Books:

Kotler Philips, Marketing Management: Analysis, Planning Implementation &

control 11th Edition 2003, Prentice hall of India Ltd., New Delhi

C.R.Kothari, Research Methodology, Methods & Techniques, 2nd edition 2005,

New Age International (P) ltd. Publishers.

Magazines:

Data base which provided by company

Websites:

Website of Action Shoes and Related Links.

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