MINOR PROJECT REPORT

On

BRAND PREFERENCE OF ACTION SHOESWITH SPECIAL REFERENCE TO AREA OF THE PROJECT AND LOCATION

Prepared by

MANAV SOODB.B.A (Gen.), IIIrd Semester

Enrollment No. - 0451701707

DATE- ____________

Faculty Guide

Mrs. NEETU KWATRA

Guru Gobind Singh Indraprastha University

Tecnia Institute of Advanced Studies2A & 2B Institutional Area, Madhuban Chowk, Rohini, Delhi-110085

Guru Gobind Singh Indraprastha University

CERTIFICATE

This is to certify that MANAV SOOD student of Tecnia Institute of Advanced

Studies has worked under my supervision and guidance on “MARKETING STRATEGIES

OF ACTION SHOES INDIA LTD”. He was in constant touch with me and the matter

embodied in this report is original and authentic and same recommended for evaluation.

I wish him all the best in his entire future Endeavour.

Mrs. NEETU KWATRA

(Lecturer)

ACKNOWLEDGEMENT

With an overwhelming sense of gratitude, I acknowledge the valuable guidance and consistent encouragement extended to me by our knowledgeable faculty members with whose guidance, I am able to accomplish this endeavor. Their technical acumen and years of experience have provided me with crucial inputs at a critical stage.

I am especially thankful and grateful to my project guide Mrs. NEETU KWATRA who motivated and helped me in completing my project.

STUDENTMANAV SOOD

TABLE OF CONTENTSTABLE OF CONTENTS

Chapter

No.

Chapter Name

CERTIFICATEACKNOWLEDGEMNTPREFACE

1. INTRODUCTION

1.1 Company profile

1.2 Introduction

1.3 Objective

1.3.1 Objectives of the company

1.3.2 Objectives of making this project

2. RESEARCH METHODOLOGY

2.1 Sample size

2.2 Sample location

2.3 Research type

2.4 Data Types

3. Findings & Conclusions

4. Recommendations

Limitations

9. BIBLIOGRAPHY

COMPANY PROFILE

We bring to you an opportunity to design and tailor your shoes to your taste and need.For more than 30 years Action has been manufacturing top quality footwear and its components for the domestic and export markets.Having pioneered the development of footwear range from casuals to formals, from daily wear to sportswear and from elegant collection for ladies to fun range for kids, Action now operates a specialized technology and research driven 'CORPORATE SALES' division which caters to the variant needs of institutional segments.Corporate division of Action shoes manufactures a full range of shoes i.e. (Safety boots) with Steel toe and Fiber toe-cap for Industrial workers, comfort, sturdy and Heat/Cold resistance shoes for Military, Navy & Police, oil resistant and anti skid shoes for working in professional Kitchens and water resistant and anti- fungal shoes for Miners. It is the policy of our Corporate Division to listen to your your needs & specifications assess the communication points at both the ends, develop a detailed but concise survey instrument, gather customer perspectives and then finally develop and deliver high quality products and services meeting the customer requirements from time to time.

We have our R&D department with well-qualified professionals in diverse streams who constantly research and develop new products.Our long-term experience, services and quality are evident in every product we create to perfection.

We are able to manufacture products as per client's specifications with the Shortest Lead Time and the Highest Quality.

Our clientele includes… Asian Paints, Asashi India Glass, Jet Airways, Hindalco Industries, Maruti Udyog Ltd, Samsung India Ltd, Indian Army, Indian Air Force, Delhi University, Park Royal, Parle Biscuits, Mother Diary, Hyatt Regency, Le- Meridian and many more.

INTRODUCTION

About the company

The Action group is one of the India's leading business conglomerates. The group commenced its operations as a source of footwear and its components in domestic and export markets, gradually moving its core competence into other diversified fields such as: (API) Chemicals and Plasticizers, (MICROTEK) Computer Monitors and Peripherals, Power Back Up/Inverters, (OKAYA) Batteries, (SUN CITY) Housing Projects and (SRI BALAJI ACTION MEDICAL INSTITUTE) Health Care.

There are different individual companies under a common umbrella, each dedicated to a specific line of product manufacturing, procuring or other particular business activities.

Today the group strategy is to be competitive and to be a leader in the quality of goods and services provided.

About company’s workings

With over three decades of experience in footwear industry, Action is synonymous with quality shoes for the whole family-ranging from casuals to formals; from daily wear to sportswear and from an elegant collection for ladies to a fun range for kids.

True to its name Action is always on the move to scale newer heights in footwear designing and manufacturing. Intensive R& D efforts and the latest technology go into the making of Action footwear. We have in house manufacturing facilities, including modern equipments and machineries specially procured from different countries to manufacture footwear at par with international class and quality.

Each Action shoe is the product of a relentless quest for quality, high level of workmanship and a true commitment to customer satisfaction. At Action we strive to listen to the customers in their local markets and identify their footwear needs and then provide products that exceed the customer's expectations in terms of quality, style and value.

Hardly surprising, Action has carved a special niche in the Indian footwear market and in the hearts of millions of its consumers throughout the country

OBJECTIVES OF THE COMPANY

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:-

o Build higher quality of products and services.o Continually strive to enhance customer satisfaction.o Improve customer retention and loyalty.o Gain a competitive advantage and larger market shareo Elimination of scrap, waste, defects and errors.o To create a great place to work.o Be welcomed in the communities in which we operate.

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 Teamworko Learning and Innovationo Energy and Passiono Employee involvement in process improvement.

o Integrity and accountability.

OBJECTIVES OF WORKING ON THIS PROJECT

To determine brand preference of ACTION SHOES over other brands.

Reasons behind brand preference.

Brand Satisfaction

To find the factors affecting brand preference

To determine the changes consumers seeking forward from Action shoes.

Decisions made regarding purchase of ACTION SHOES.

Research Methodology

SAMPLE SIZE - Interview 100 persons and collected data through questionnaires

SAMPLE LOCATION – Delhi and NCR.

RESEARCH TYPE :EXPLORATIVE AND DESCRIPTIVE

DATA COLLECTION-

Data sources: there are two types of data. They are: Primary data : those which are collected by interface with people and thus happen

to be original in character. These are through interviews and questionnaires filled by them.

Secondary data : those, which have already been collected by someone else and which have already been passed though the statistical process and thus are available on internet sites and any other media for that matter.

Both kinds of data is used in making this project a success.

LIMITATIONS OF THE STUDY

Compare the market potential of New Delhi: the sample size of 100- target audience is relatively small. This doesn’t represent the true universe.

A population census couldn’t be done which perhaps gives appox. Zero “deviation error” from the actual.

Most of the targeted audiences were not aware about various brands names.

Some targeted audiences were not friendly and some dint had adequate knowledge about the products so offered.

HISTORY  

Action group endorses the principles of social responsibility and recognizes our responsibility to the environment and the community in which we operate.

These principles are central to the values of Action group and guide our business activities. At Action group we constantly strive to be the best and responsible corporate citizen and extends support to various social organizations.

We are able to reach out to a diverse range of families and communities, and we do it in many different ways.

The Action group runs "Lala Muni Lal Mange Charitable Trust" since 1977. Today it is engaged in various kinds of charitable activities. It is running an 80 - bedded hospital at Hissar (Harayana). This hospital has been working since 1979. It also started a day care OPD in 1984 at Daya Basti, Delhi.  

To cater to the needs of pilgrims at Vrindavan, the trust built an Ashram in 1994. This Ashram has large accommodation and a beautiful temple. This Ashram is a boon for the widows living in different parts of Vrindavan. Over 700 widows gather in this Ashram daily. They participate in the Bhajan organized by the Ashram daily and get the ration and other required goods of their daily use. Many a times Lala Mange Ram, who is the chairperson of this trust himself joins this Bhajan Samaroh and gives them moral support.  

Now Lala Mange Ram has openened Sri Balaji Action Medical Institute in Delhi. Spread over 6 acres of land and 400 bedded hospital (out of which 100 beds are ICU beds), mission of this trust is to set up an institute for providing world-class integrated healthcare facilities to all sections of the society with a humanitarian touch.

MARKETING STRENGTH

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 our cultivated understanding of the Indian consumer psyche, most Action offerings are 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.

MARKET POSITIONING

Action has consistently used "COMPLETE FAMILY FOOTWEAR" positioning and continues to use it.

The company virtually makes shoes for the entire family- more precisely-for everyone- for all occasions.

DISTRIBUTION NETWORK

To complement our philosophy of catering to every walk of life, our powerful distribution network is mushroomed far and wide. 

Action has established a wide marketing 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 villages with a very meager population.

The distribution network comprising of DISTRIBUTORS, WHOLESALERS, RETAILERS AND EBO's throughout the country, ensures that the customer wherever located is served efficiently.

We have a network of more than 50,000 retail outlets all over India to sell our footwear, which is being sold through more than 500 distributors appointed by the company.

BRAND ENDORSERS

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 toACCEPTABILITY  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.

Our brand have been associated with the world known celebrities like KAPIL DEV, SACHIN TENDULKAR and so on is the list of different celebrities of different fields including Indian Cinema like AJAY JADEJA, AMRISH PURI, APOORVA AGNIHOTRI, AMAN TALWAR, RENUKA, PALLAVI JOSHI etc

 

FUTURE PLAN

STORE CONCEPT

A new concept of exclusive showrooms has been introduced in the market by the company to match the individual demand of the customers. 

Convenience and variety is the general concept behind opening these stores. Keeping in view the demand that varies from customer to customer and possibility of every retailer to keep the complete range of footwear at all times, Action came up with this idea of exclusive showrooms. This idea has not only given the company a chance to provide the complete array of shoes to the customers but has also given salesman an opportunity to interact with them on a personal level. These inputs of the customers helps tremendously in new product innovations. 

The first of its kinds was started in 1999 and after experiencing the tremendous response the number of these stores have been increased to around 70.

Plans are on the anvil to open more than 200 showrooms by the year 2008.

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

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). The sandals comes in the size and prize range of 3-5 (Rs. 399-429), 6-10 (Rs. 468-499).

Action's Chanchal brand epitomizes simplicity, a range of winter foot wear for ladies. Ideal for daily wear, Chanchal is comfortable and durable. 

Soft textile fabric upper and soft lining hugs your feet, giving the warmth and cozy feel.

The soft PVC sole give extra protection to your heels and are long-lasting, making it ideal daily footwear.

It comes in a variety of designs and floral colours that adds to a woman's femininity.

It comes in the size and prize range of 11-2, 3-8 (Rs. 137-173)

 

Introducing the EVA FLOTTER range of footwear for the quality conscious Indian. The EVA slippers are made of Ethyl Vinyl Acetate whose property enable us to give much lighter products.

The EVA products are much comfortable than the other similar products because of its fine and uniform cell structure which gives excellent flexibility and comfort ability.

The EVA products are wash friendly and heat resistant, so they are more suitable for summers.

The EVA products are available in different colors, which give good aesthetic appeal.

The product is priced between Rs. 99 to Rs.125 and serves the day-to-day purpose of both men and woman.

 

Presenting the Florina range of sandals and sleepers for the lady of substance in a divine combination of design, quality and comfort.The Florina range comes in aesthetically exhilarating designs that glorify the style that marks the woman of today.

Florina comes in classic styles with a complete range of casuals, stylish and party wear.

Florina range of footwear comes lined with soft Lycra material for extra comfort and soft P.U latex cushioned sole for extra cushioning.

Walk on in the Florina range of featherweight footwear for an experience as comforting and delightful as walking on a bed of

"Digital approach to your life"Dot Com is our top of the line product, tailored to represent your image of maturity and brilliance before the society.

An ultimate achievement by the house of Action in comfort, style and quality in footwear technology Dot Com formal and semi - formal shoes, sandals & sleepers have become a precious element, without which final grooming of a complete gentle man is next to impossible.

Check it out and experience for yourself before you get changed and start this believing.

It comes in the size group of 6-10 and has been priced in the range of Rs.700 to Rs.1300.

                                           Be unstoppable                                                     Get yourself charged.

roses.

It comes in the size group of 36-41 and has been priced in the range of Rs.250 to Rs.450.

 

Flotter is a new class of super comfort, stylish, lightweight and cushioned sandals and slippers manufactured by Action. These are made from Synthetic uppers and PVC sole for giving you an unforgettable comfort and durability.

A special air cushion has been provided in the insole so that you can walk more. 

Available in both ladies and gents, Flotter hydro walk is available in different colors and styles. 

It comes in the size group of 6-11 and has been priced in the range of Rs.125 to Rs.450. 

 

Fly float is a range of trendy and economical sandals and slippers for leisure use for both men and women.

Home, picnic or shopping, Fly float light weight, is ideal for all kinds of leisurely occasions. 

The imported synthetic leather upper gives it a classy look and the inside of the upper sole is made up of suede, funky mesh and P.U. latex, giving it extra comfort. This high quality range comes in Velcro fitting to suit every foot. The sole with micro expanded granules with air technology, gives maximum comfort to your feet and more mileage.

It comes in size and prize range of 2-5, 6-11 (Rs. 299-383)

With our Funtime range for children, it is time for making merry. Funtime's trendy and animated collection is for your fun-loving kids between age ranges 4 to 9. 

The electrifying coloured shoes have designs in lace-up and Velcro adjustable straps with embroidered detailing for a perfect fitting. 

Padded tongue and collar, fully lined in soft synthetic fabric, cushioned comfortable insole, with durable PVC sole keep your children going all day long.

The soft inner lining makes growing delicate feet breath.

It comes in the size and prize range of 5-10 (RS. 149-162).

 

Health plus is our top of the line product manufactured with a careful quality concept, taking into consideration the Anatomic Structure of the feet.

Our feet are the main center of our nervous and circulation system, which summarize the whole body organs in itself. The whole day work cause strain on ridge/ankles and pain in our feet. Health plus brings relief to all these problems due to special levels/stages provided by Anatomic sole support.

Anatomic base with technically designed 5 pressure points help your feet for natural movement and walk with full joy and confidence. Health plus is excellent to use at all occasions and places like home/picnic/shopping etc.

It comes in the size group of 36-41 for ladies and 6-11 for

gents and has been priced in the range of Rs.700- Rs.1700.

 

Hooha is a collection of trendy shoes and sandals for children, who want to dare the world.

The innovative ranges of Hooha uses a lot of colours and cartoons, complements to a child's growing.

The synthetic upper gives it a sporty look and the inner soft lining makes it ideal for a growing delicate feet. The use of micro-expanded granules absorbs shock and are anti-skid.

Attractive lights attached at the soles, make your child jump out of the bunch of little trouble makers.

Hooha shoes and sandals comes in the size and prize range of 7-10, 11-1 (Rs. 199-224)

 

Mausam is the brand for men's footwear of all ages, ranging from trendy sandals, slippers and moccasins to sports shoes.

From colorful activity filled shoes for kids to jazzy and fashionable shoes for young and vibrant people to stylish and comfortable wear for the aged, Mausam has it all.

The synthetic and textile fabric upper gives a slick finish as well as freedom to your feet. the flexible PU soles and padded ankles provide that extra bit of cushioning and bounce to the walk. The PVC soles adds to its live.

It comes in the size and prize range of 5-10, 11-1 (Rs. 149-

198) for kids, 6-10 (Rs. 748-850) sports, 3-5, 6-10 (Rs. 248-475) sleepers and sandals, 6-10 (Rs. 388-513) moccasins and laces.

 

Action introduces 'MILANO' leather range a unique lightweight HI - TEC formal shoe with a soft insole (for excellent comfort) and special P.U sole for extra grip. The soft uppers, which gently hug the foot, are made up of genuine leather. 

Every care has been taken to produce technically viable product, which can give the highest comfort to the foot. World-class materials like upper leather, lining leather, inner lining has been chosen to give you the best product.

The product has been designed keeping in view the Corporate Appeal and caters to the middle aged executives.

It comes in the size group of 6-10 and has been priced in the range of Rs.790 to Rs.1100.

 

With Action's Roaming youth wear range, become a trend-setter and make waves. Have your pick today from its complete range of fashionable quality slippers, sandals and sports shoes, in the most economical price.

The light upper is made of PU, tetron and breathable mesh for extra comfort.

The PVC sole gives extra grip adding mileage to your dynamic life.

Mileage, trendy, comfortable as well as its breath taking economical price, makes Roaming the most sought after brand by young people.

Its comes in size and prize range of 6-10, 11-1, 2-5 (Rs. 199-399) for kids, 11-13, 1-5 (Rs. 347-462) for children and 6-10 (Rs. 487-699) for gents.

 

School time has a complete range of school uniform shoes in black, brown as well as white colors.

It is available in various ranges with Velcro closure, laces and removable straps for both boys and girls.

Soft full grain leather looks synthetic upper and soft lining enhanced comfort feature for growing feet. the PVC sole gives extra gripping and durability.

With an affordable prize ranging from Rs 140 to Rs. 248, it is no doubt the most loved choice of students as well as parents.

It comes in the size and prize range of 7-10 (Rs. 149), 11-1(Rs. 182), 2-4 (Rs 206), 5-6 (Rs. 231), 6-11 big (Rs. 248).

 

Action's Micro is a range of sleepers, sandals, shoes and moccasins made for all seasons. this highly economical footwear for both men and women is the most used range among all strata of society.

With ultra-flexible PVC upper and sole this range promises comfort and durability of the highest order and it's perfect for use in high density rainfall areas, making it highly durable.

Its USP is that it is light weight and yet tough enough for rough treatment.

It comes in the size and prize range of  1-2, 3-4, 5-6, 7-9, 10-11 (Rs. 78-139) for gents and 3-4, 4-8, 5-7 (Rs. 68-94) for ladies.

Findings and Conclusions

BRAND POSITIONING OF CAMPUS SHOES IN DELHI MARKET

As per survey conducted on brand positioning of Campus shoes in Delhi market reveals the following facts provided by 100 person -

1. The most preferred brand in Delhi market is Woodland (28%) followed by Campus (18%), Adidas (18%), and Nike (16%) and others (20%) {Bata, Reebok, Liberty etc.}.

2. Among the varied reasons people go for that brand which provides maximum satisfaction (36%), recognition (30%), and value for money (24%) and praise from friends (10%).

3. YES, maximum numbers of peoples are satisfied with the brand they are using.

4. While purchasing a particular brand people are influenced by self experience (42%) , friends (32%), occupation (12%), occasions (10%) and neighbors (4%).

5. The survey shows that people come to know of latest trends through Television (38%), Window Shopping (30%), followed by Advertisements (18%), Films (8%) and Friends (6%).

6. The Film stars (34%) sets the trend in shoes today, accompanied by Sports star (28%), Fashion models (20%), Business celebrities (8%) and others (10%).

7. When enquired, 58% of customers interviewed, disagreed to have worn the shoes, while 42% agreed to the same.

8. Among the reasons for the low popularization of the product the following are accountable- Lack of Advertisement, not stylish and Low product range.

9. As far as the factor of price is concerned it does not casts any effect, since the customers are Ignorant to the price level.

10. Most customers have viewed the advertisement but very few among them have responded.

11. The suggestions given indicate that design and commercial activities proved to be a major Hindrance in the popularity of the product.

12. Woodland tops the chart with a total percentage of 32%, followed by Adidas with 30% and Nike (16%), Reebok (10%), campus (8%) and others (4%).

Questionnaire

1. What kind of shoes you are using presently?

Campus Nike Woodland Adidas Others(please specify) ___________

2. What does your brand give you?

Recognition Satisfaction Value for money Praise from Friends

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

Yes No

If not then you go for First choice________ Second choice________ Third choice__________

4. What influences you to buy your preferred brand?

Friends Neighbors Self Experience Occasions Occupation Others(please specify) ___________

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

Television Films Friends Advertisements By shopping/Window shopping

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

Film stars Fashion Models Sports star Business celebrities Any other

7. Have you ever buy “Campus shoes”?

(If your answer is no, tick Question 9 otherwise 10) Yes No

8. Why not “Campus shoes”?

Lack of advertisement High price range Low product range Not stylish Weight and color Any other reason..(please specify)_________

9. What price range do you go usually?

Less than 1000 1000-1500 1500-2000 Range doesn’t matter

10. Have you ever seen any kind of advertisement of “Campus shoes”?

Yes No

If yes is it has any impact on you? Yes No

11. What kind of changes you would like to suggest for “campus shoes”?

More product range Low price range Design/Style Change in Promotional activities Must be more comfortable Any other (please specify)_________

12. Most preferred brand among people you know?

Campus Nike Woodland Adidas Reebok Others(please specify) ___________

BIBLIOGRAPHY

ON-LINE WEBSITE :

o WWW.GOOGLE.CO.IN

o WWW.ACTIONSHOES.COM o WWW.WIKIPEDIA.COM

NEWSPAPERS:

o Times of India (29 Oct 2007 - 15 Nov 2007)

BOOKS:o MARKETING MANAGEMENT

By Dr. R.L. Varshney and Dr. S.L. GuptaThird Revised Edition

Sultan Chand & Sons.

o MARKETING MANAGEMENTBy Philip Kotlar 2002 EditionPearsons India