Comparative Analysis Of Various Branded Footwear in Delhi NCR (Woodland).doc

8/9/2019 Comparative Analysis Of Various Branded Footwear in Delhi NCR (Woodland).doc

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A PROJECT REPORT

On

“COMPARATIVE ANALYSIS OF VARIOUSBRANDED FOOTWEAR IN DELHI”

Submitted towards Partial Fulfillment of

BACHELOR OF BUSINESS ADINIS!RA!ION

"AFFILIA!ED !O C#C#S# UNI$ERSI!%& EERU!'

"()*)+()*,'

SUBI!!ED B%-

o.d# Adnan Ansari

BBA / $I SE

ROLL NO# 0123451 "BBA ()*)+()*,'

UNDER !HE 6UIDANCE OF

E7ternal Su8er9isor- Internal su8er9isor-

r# SACHIN ALHO!RA Dr# E6HA $IAL 6UP!A

Manger Manager Faculty, ManagementDIMS, Meerut

DEWAN INSTITUTE OF MANAGEMENT STUDIES,

MEERUT

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DECLARA!ION

I OHD# ADNAN ANSARI .ereb: declare that the project titled ;COPARA!I$E

ANAL%SIS OF $ARIOUS BRANDED FOO!ult: of

DIS& eerut# The esearch report was undertaken as the part of course curriculum of !!"

# $I Sem programme, CCS Uni9ersit: eerut# This has not %een su%mitted to any other

other e&amination %ody earlier'

o.d# Adnan Ansari

BBA / $I SE

ROLL NO# 0123451

"BBA ()*)+()*,'

(


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AC?NO


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-.T/.TS

*# /&ecutive Summary 0

+' iterature eview 2

3' esearch Methodology 12

0' 4oodland Shoes 5ompany 6rofile (3

7' ompetitor)s 6rofile +8

• Mir9a Tanners 31

• M : ! Footwear 3+

• ee%ok 37

• .ike 3;

• Franco leone 0<

• "didas 01

• Marco icci 0(

7. Data "nalysis 03

• "nalysis of data collected %y various dealers 00

• "nalysis of data collected %y customers 21

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;' Suggestions 2;

8' onclusion ;1

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Identifying untapped dealer and market that can keep 4oodland %rand in

their store'

Identifying critical features in choosing a %randed shoe'

For the aforesaid two *uestionnaires were designed' The *uestionnaire used for the

study had a judicial mi& of structured and un@structured *uestions to get into the

depth of the pro%lem area' " sample of 3+ dealers and 1


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LI!ERA!URE RE$IE<

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Resear>. Dilemma- ompetitive "nalysis of Shoe industry in Delhi : .

Literature Re9iew

India is the second largest producer of footwear in the world, after hina' The

industry comprises of a very large un%randed segment and a small %ut increasingly

crowded %randed segment'

The te&tileAgarment and leatherAshoes industries were two of the main industries of

the "l%anian

economy during the 187


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%ovines, has e&perienced a growing level of e&ports of semi@final products'

.ational trademarks are missing and relations with suppliers and marketing

channels are poor, e&cept for re@e&ported products, which are marketed %y

investors and foreign dealers'

The production of leatherAshoes industry has increased during the 1888@(


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eather surfaces, also known as shoe uppers, make up the dominant part of total

leatherAshoes industry e&ports B00C' These semi@final re@e&ported products

intensively employ handiwork' Their destination is almost e&clusively Italy B88

of e&portsC' aw hides Bclass 31C also occupy a significant part B13'0C of this

industry)s total e&ports' Their destination is usually Italy, Turkey or reece'

6rocessed hides of %ovine Bespecially %ull hidesC are the most important ones

among hides) e&ports as raw material' This is possi%le %ecause of low processing

costs in "l%ania, as a result of violations of environmental legislation' They consist

of domestic processed hides or imported processed hides under outward processing

regime'

The leather industry utili9es a %yproduct of slaughterhouses and transforms the raw

materials into various types of leather and manufactured end products' The leather

production@consumption chain has three processing stages, each re*uiring different

com%inations of material inputs, la%our and capital' The first stage is the recovery

of raw materials, that has direct links with animal production activitiesG hides and

skins are recovered from dairy, draught animals or animals from slaughter houses'

eather tanning and finishing is the second stage that involves relatively capital@

intensive operations while the third stage, which is the production of leather

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products, is a more la%our intensive activity' These three processing stages are

linked to key commercial components of the chain, the marketing of intermediate

inputs, components and end products, and trade and consumption' Inputs to the

chain without which the chain cannot operate under competitive %asis areH

*ualified la%our, design and art centers, component production, access to

chemicals, technical and administrative support institutions, research and

development, training as well as a set of ade*uate policies'

The leather industry depends on the availa%ility of raw materials, which in turn is

regulated %y the animal population, the off@take ratio and the weight per hide and

skin recovered' !etween 1883 and 1887, 20 of the %ovine herd was located in

developing countries, which produce 07 of hides on a numerical %asis and 3+

of the world hide output %y weight

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Com8etiti9eness in t.e 8rodu>tion of footwear

"t the %eginning of the 8


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states would fall and the possi%ility for hina to negotiate worldwide reductions on

import duties would %e open'

The glo%al supply chain of footwear which developed in the last decade and which

is replacing the traditional pattern of integrated shoemaking Bleather processing,

tanning, finishing and shoe manufacturing in many developed countriesC has %een

an agent for the transfer of designs, the introduction of modern management

practices, *uick response, and technology and *uality improvement to producing

developing countries participating in outsourcing, and has provided the producer

countries with indirect access to major markets'

ompetitiveness in the production stages of the chain has %een addressed, in many

instances, through the promotion of collective efficiency %y enterprises operating

within clusters and industrial districts as discussed in other sections of the paper

The design and managing of different types of marketing and distri%ution glo%al

chains represent the challenge of the present decade to stay competitive in a fast

changing world'

Reional s.are in


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Indian Footwear Industr:

The Footwear Industry is a significant segment of the eather Industry in India'

India ranks second among the footwear producing countries ne&t to hina' The

industry is la%our intensive and is concentrated in the small and cottage industry

sectors' 4hile leather shoes and uppers are concentrated in large scale units, the

sandals and happals 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 happals and sandals, use of non@leather material is

prevalent in the domestic market'

The major production centers India are hennai, anipet, "m%ur in Tamil .adu, ,

Mum%ai in Maharashtra, anpur in J'6' , Kalandhar in 6unja%, "gra and Delhi'

!.e followin table indi>ates >on>entration of units in 9arious 8arts of t.e

>ountr:-

Reion

Lare

edium S>ale

SSI House.old

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Tamil .adu 73 +1 2Delhi : up .orth 3 ; ("gra, anpur 8 +3 13alcutta 1 + 18!angalore 7 + 3Mum%ai + 11-thers 1+ 1< +

Reion+wise s.are of total estimated >a8a>ities is as follows-

Reion

Leat.er

S.oes

Non+

leat.er

S.oes

Leat.er

S.oe

U88ers

Leat.er

Sandals

Non

Leat.er

Sandals

Percentage

Tamil .adu (7 0 03 1 <Delhi : up .orth 1< 22 3 1 7<"gra, anpur 30 < +( 7( <alcutta 1( < ( + <!angalore + + 3 < <Mum%ai 3 ( 1 +( <

-thers < 1+ + 1 3<Total 1


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play a lead role in the glo%al trade, the Indian leather industry is focusing on key

delivera%les of innovative design, consistently superior *uality and unfailing

delivery schedules'

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OBEC!I$ES OF !HE S!UD%

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OBEC!I$ES OF !HE S!UD%

-n the %asis of esearch 6ro%lem, following o%jectives have %een identifiedH

4hat is the market share of different products in market?

4hich is the most selling !rand?

4hich price range is most preferred %y the customer?

Measuring ustomer Satisfaction

Identification of pro%lems of 4oodland Shoes

6roviding the company immediate solutions to their pro%lems

"pprising e&isting dealers of new schemes and promoting sales'

Identifying untapped dealer and market that can keep 4oodland %rand in

their store'

Identifying critical features in choosing a %randed shoe'

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RESEARCH E!HODOLO6%

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E!HODOLO6%

Resear>. Desin

Exploratory Research has %een done as an initial study to find out various facets

of the Marketing esearch pro%lem, such as the possi%le factors that may %e

responsi%le for dissatisfaction' I consulted ustomers and various dealers' This was

followed %y Descriptive Research where%y personal interviews were conducted

with customers

Data Colle>tion

The primary data has %een collected %y administering a structured *uestionnaire to

the customers : dealers' The *uestionnaire was undisguised in the sense that

*uestions would directly refer to the o%jective of the study'

uestionnaire Desin

The *uestionnaire used for the study had a judicial mi& of structured and un@

structured *uestions to get into the depth of the pro%lem area'

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anaement De>ision Problem-

1C 4hat measures should the company take to attain a greater satisfaction level

amongst customers?

(C 4hat measures should company take to increase its market presence and market

share?

ar@etin Resear>. Problem-

Identification of Market Share of 4oodland and other major %rands of footwear in

Delhi and ., and understand the strategies of competitors of 4oodland'

Sam8le Desin

Target Population

ElementsH Individuals who %uy %randed footwear and M!-)s'

Sam8lin UnitH Shops : Individuals'

E7tentH The residents : dealers .ew Delhi, Delhi : .'

!imeH Third week of May@ Second week of Kuly

Sam8lin FrameH

The data%ase of dealers who keep multiple %randed footwear in their stores'

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Sam8lin !e>.niue-

The sampling would %e without replacement i'e' once an element is selected for

inclusion in sampleG it is removed from the sampling frame' The sampling

techni*ue used will %e convenient sampling'

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Sam8le SiGeH

Sample si9e was of 3+ Dealers and 1


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COPAN% PROFILE

A E R O 6ROUP OF COPANIES

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Brief .istor:

In 187< Started as a small shoe manufacturing company'

In 187( ac*uired first retail outlet in prime location in .ew Delhi'

In 1870 First e&port of complete shoes from India'

In 187; first fully mechani9ed BermanC shoe plant installed'

In 182< !eginning of ussian e&ports on regular !asis'

In 182( First leather tannery in MadrasBhennaiC'

In 182; huge e&pansion in shoe upper manufacturing capacities to cater to

growing ussian market'

In 18;< Second leather tannery in Kalandhar'

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In 18;3 First Indian company to set up trading office in JSS'

In 18;7 e&panded retail shoe stores in Delhi'

In 18;; First protocol with the government of JSS' arge scale e&pansion

in leather Industry in former JSS'

In 188< First turn@key contract for JS L 2; million signed with JSS'

overnment for setting up leather comple& in a9akhistan had to %e

a%andoned due to force @ manure conditionsH collapse of JSS'

In 188( aunched Bown productionC shoes for Indian domestic market for

the first time'

In 188( /&panded complete shoe manufacturing facilities to meet the

growing demand of =woodland> shoes'

In 188+ aunched =woodland> %rand and finali9ed distri%ution network' Set

up a su%sidiary company in anada and ac*uired a shoe manufacturing

(7


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factory in ue%ec to serve .orth "merican market' Finali9ed =ee%ok>

manufacturing colla%oration'

In 188+ Introduced =woodland> apparels set up manufacturing facilities'

In 1883 ontinuous e&pansion of =woodland> concept stores'

In 1883 ee%ok manufacturing plant commissioned for e&port to JS"

In 1880 Developed concept for =woodland> concept stores with a J %ased

Design ompany'

In (


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A e r o

CENTRAL

SER$ICES

DOES!IC

OPERA!IONSEPOR!S

OVERSEAS

OPERA!IONS

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Central ser9i>es

orporate strategies

Finance : %anking

"udits, accounting

Ta&ation, e&cise Bvat'C

6ersonnel, staff welfare

Technical H electrical, mechanical, machinery

aintenan>e& s8ares et>#

Produ>t de9elo8ment / s.oes a88arels

6u%lic relations : government liaison

Stores Bcomponents, materialsC

Shipping Be&port : importsC

eal estates management

O9erseas o8erations

Canada - large winter %oots factory in ue%ec *ty'

Eigh *uality uppers from aero, .ew Delhi

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asting A finishing in ue%ec using "merican lasts A soles A

fittings @ Marketing in JS" A anada Bspecialty in winter %oots

and 4oodland type casual shoes'C $olume (asual s.oe#

-il pull up leather, trp soles : in # %uilt comfort engineering introduced to

Indian market for the first time %y =woodland>'

Target audience young 13@3< years

4ell knit distri%ution system, own concept stores, franchise, independent

retailers Bshop @ n @ shopC type'

Full advertising and promotional support in print and audio media,

national A metro channel, Star tv, M tv, !!, Sahara tv, Sony tv : Nee tv'

6oint of sales merchandise : standardised window display system'

Training : education of floor level sales personnel'

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Do!estic operations

!anneries- Two captive tanneries at Madras : Kallandhar specialty heavy

B%ovineC leathers, oil pull@ups, nu%uc, gla9ed cow, white leather for

ee%ok sports shoes'

Retailin- 4oodland concept etail shoe : apparel Stores'

!e7tile- aptive plant to Manufacture fine synthetic fur fa%ric for shoe lining,

stuffed toys : other applications' Eigh technical Kapanese : Italian

machinery e*uipped knitting plan' Manufacturing up market knitted

garments in cotton, acrylic : wool'

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shoes have %een rated num%er two ne&t to

!ata, who %y their sheer si9e : longevity had a first recall value'

4--D".D shoes with a small turn over of s'2'2 Million in 188( have crossed

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COPAN% PROFILE / AERO SHOES NE< DELHI

Aero S.oes is 8art of t.e >losel: .eld Aero 6rou8 of Com8anies which are

into the %usiness of ife Style 6roducts for over forty years' The roup with a%out

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The company has current consolidated annual production capacity of 1'0 million

pair shoes' Full facilities for T6Aeather sole manufacturing e&ist in@house'

"lthough, a good num%er of soles are sourced from /uropean companies to keep

us with the seasonalAspecific market trends' The footwear are manufactured for

adies, ents and hildren range in all age groups' In addition to e&ports to

/urope : Middle /ast countries the domestic sale of our


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-ur address isH "ero Shoes

urdwara oad,

arol !agh,

.ew Delhi # 11<


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Footwear for the domestic

Market'

Set up H

Unit

Name

No# of

Em8lo:ee

Fa>tor:

SiGe

Produ>tion

Ca8a>it:

Produ>t

Strent.

a>.iner:

"ero

lu%@I

1+1 1


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Full: me>.aniGed im8orted >on9e:er in ea>. fa>tor:#

!anner: - 4e have our own tanneries

1C Kallandhar B6unja%C

(C hennai BEaving capacity # ial Audit B: - arrefour, France A "6 ,JS"'

Countries a88ro7# business

ain Bu:ers Name Countr: A88ro7# Business "In

USJ'

"ndre, uelle, asino :

"uchan

France (


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;


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COPE!I!ORS

PROFILE

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aor Com8etitors-

The esearch finding states that major competitors of 4oodland shoes are

ed Tape BMir9a TannersC

ID Shoes B M'! FootwearsC

ee ooper Shoes B M ! FootwearsC

Franco eone

"didas, ee%ok and .ike are not the direct competitors of %rand as their

positioning is as a sports shoe while woodland is known as stylish casual footwear

%rand'

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IRKA !ANNERS LII!ED

Com8an:Profile

Mir9a Tanners is into %usiness of manufacturing and selling shoes' The company is

one of the largest shoe manufacturers in the world' The company is a government

recogni9ed e&port house' The company is largest e&porter of shoes from India' The

company e&ports its shoes, which are sold %y leading shoe manufacturers glo%ally'

The company also sells its shoes under %rand name of ed Tape, -9ark and -ak

idge' The company won two e&ports awards during the year from ouncil of

eather e&ports' ast year only the company forayed into domestic market' The

company sells 7


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ii' " Shoe@Jpper : eather goods factory at Kuhi, anpur with a capacity to

produce 0 ac pairs of Shoe@uppers and eather goods valuing appro&'

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B Footwear

4ith (1 years of in@depth e&perience in the Indian market, B Footwear is

perhaps the only company that has access to more than 7


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Since then it was always there at the %ack of his mind to launch a signature line of

shoes under the %rand name of i@D in the Indian footwear market'

The ranges of I+D shoes were launched in India in No9ember ())('

Fran>.ise Store- In Septem%er,


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!a S.oes

Founded in 1828 %y the late Mr' K'D' Singh Musafir, Taj Shoes was the first Indian

company to sign up an Italian colla%oration for the sale of footwear in the country'

The unveiling of its eponymous flagship store in .ew Delhi marked the arrival of

international footwear fashion in India' 4ithin a short span of time, Taj emerged as

a premium shoe %rand for discerning men and women in the domestic market' !y

188(, the %rand was availa%le in all major cities throughout India'

Taj Shoes is the retail platform of M:! Footwear, through which it launches :

test markets all its %rands'

Lee Coo8er

Eaving esta%lished a firm foothold in the domestic retail segment, M:! Footwear

signed an e&clusive license deal with ee ooper icensing imited of J for

manufacturing and marketing shoes under the internationally renowned ee

ooper %rand name in India' 6ositioned as MOriinal Euro8ean S.oes sin>e

*0)1M, the %rand is aimed at trendy males in the age group 1; to +0' The

personality of the %rand is that of a street smart guy who keeps in step with

international fashion trends'

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The ee ooper range offers a wide variety of styles from

Der%yQs, !oat Shoes, and !ump toes to oodyear 4elted,

Sports !asics and sandals' Since its launch, the %rand has

%ecome the market leader in the casual footwear segment

in India, and is sold through more than 7


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e&ports' The operating income has continued to register growth in the current year'

The company has %een a%le to efficiently manage its working capital, resulting in a

decline in de%t levels' The resultant reduction in interest cost, %esides the improved

scale of operations had led to an improvement in profita%ility and coverage

indicators for the year ended Decem%er (


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licensees, and su%sidiaries in appro&imately 1(< countries worldwide' .ike

was incorporated in 187; and is head*uartered in !eaverton, -rgeon'

0


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Fran>o Leone S.oes

Franco eone Shoes B6C td# Is in the line of manufacturing high *uality footwear

for men and children for the last 0< years' Franco eone produces shoes in more

than +


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Adidas

!.e foundation

Adidas is registered as a company, named after its founderH Q"diQ from "dolf and

QDasQ from Dassler

Hi.er

Driven %y a desire to help all athletes committed to performance, adidas

manufactures e*uipment for what some consider Rfringe sportsR' Jnconventional

high jumper Dick Fos%ury launches himself up and over in adidas footwear'

0(


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lo%ally, Marco icci is a young %rand, %ut one created %y professionals with long

years of e&perience in the fashion industry' Its products therefore com%ine a

vi%rant, youthful attitude with sophistication and polish'

ar>o Ri>>i in India

Marco icci stepped into India feet first' Its shoes and %oots have taken the country

%y storm, from the time they were first shown at a launch conference for footwear

professionals at the Taj, Mum%ai, on Fe%ruary 10, (


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and Metro, and at The oft' Marco icci accessories are also availa%le at select

outlets across the country'

ar>o Ri>>i S.oes

Marco icci aims at providing international *uality to every footwear segment'

There is something for every%odyH casuals, semi@formals, formals and %oots' Made

from top grain, non@pigmented leather, we use state@of@the@art wa&es and dyes to

give the leather a rich, distinctive look' Supple construction, with e&tra@soft, shock@

a%sor%ing cushions inside, make for a supremely comforta%le e&perience'

The soles are of three kinds' Eighly formal pumps have leather soles' Soles for

semiformal shoes are made of thermoplastic ru%%er or T6, the new international

normH light, fle&i%le, slip@resistant, shock@a%sor%ent, and strong' asuals are made

of ethyl vinyl acetate or /$", which is lightweight, fle&i%le and great for shock

a%sorption'

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DA!A ANAL%SIS

00


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Anal:sis of t.e data >olle>ted b: 9arious dealers of branded footwear

ost A9ailable Brand in t.e ar@et

NIKE

FRANCO

ADIDAS

REEBOK

ID

LEE

WOODLAND

REDTAPE

Findins

-ut of the 3+, M!-)s ee ooper is availa%le at +( -utlets in Delhi :

.'

4oodland is availa%le at more than (0 outlets'

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ost sellin Brand in t.e mar@et

Franco

Reebok

ID

Lee Cooper

Woodland

Red Tape

Findins

ed tape is clear market leader' It is the most selling %rand in the market'

The market share of red tape is more than 30'

-n other hand Id shoes is least selling %rand among the %randed footwear'

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ost Preferred Pri>e rane b: t.e >ustomers

1500!500

10001500

belo" 1000

Findins

1


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. brand 8ro9ides t.e .i.est 8rofit marin

Findins

ee ooper and Franco eone provide the highest profit margin to the

dealers' The margin given to dealers %y these %rands is (;

4oodland gives the lowest margin to dealers'

08


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Pair of s.oes sold in a mont.

100 and abo#e

5100

$050

15$0

1015

belo" 5

Findins

-ut of the 3+ M!-)s more than 70 of the M!-)s Sell More than 1


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a7imum S.are in total Sale

Franco

Ad%da&

Reebok

Lee Cooper

Woodland

Red Tape

Findins

ed tape is clear market leader' It is the most selling %rand in the market'

The market share of red tape is more than 30'

-n other hand "didas shoes is least selling %rand among the %randed foot

wears

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Dis>ount offered b: Dealers

15$0'

1015'

510'

No

Findins

0@1


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Does woodland .as 9ariet: a>>ordin to needs of t.e >ustomers

No Idea

(e&

no

Findins

.ear a%out 3


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Pri>e of 8rodu>t in t.e e:es of dealers

E)cellen*

+ood

A#era,e

No Idea

Findins

More than half of the dealers had said that, the price of the product of

4oodland is "verage'

More than (0 of the dealers had said that, the price of the product of

4oodland is ood'

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Comfort le9el in footwear of


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$alue for one: in footwear of


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Distribution networ@ of


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A9ailabilit: of 8rodu>t in t.e e:es of dealers

E)cellen*

+ood

A#era,e

No Idea

Findins

More than 0


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Inno9ation in


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How man: 8eo8le in different ae rou8 are satisfied wit. t.e footwear t.e:

wear

SATISF-

No-e& C

o . n *

!0

10

0

A+E

/nder 1

1!

!5$1

$!$

Abo#e $

Findin

1; people %etween the age group 1;@(3 are satisfied and the same num%er of

people are not satisfied the %rand they wear'

In the age group (0@+1more people are not satisfied with the %rand they wear

then the num%er of satisfied people'

2+


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From w.ere :ou first >ame to @now about t.e brand :ou wear

Findin

3


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How man: 8air of s.oes do :ou >urrentl: .a9e

Findin

-ut of 1


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. Personalit: :ou asso>iate t.e brand :ou use

27


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FINDIN6S

22


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FINDIN6S

" %rand am%assador or %rand icon represents a %rand' Ee is certainly a

motivational factor for purchase' In order to understand which is the most favorite

icon the researcher tried to find it through the respondent'

Sachin is certainly a %rand icon for many' !ut it is great to know that "mita%h has

not lost its charm till date' It is increasing day %y day rather' "s (( of the

respondent opted for "mita%h !achan'

"s far far as %uying a shoe is concerned other ine stars Salman khan, "amir khan

and Sanjay Dutt are also popular among the people'

2;


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SU66ES!IONS

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SU66ES!IONS

1' "ll Designs are not always availa%le'

(' 4oodland doesn)t has shoes to cater every segment'

+' Margins are lesser in comparison to other competitive %rands' Many dealers

are not keeping 4oodland only %ecause margins provided to them are not

sufficient' Increase margins is said repeatedly %y owner of Del>o S.oes

ajpat .agar'

3' =Distri%utor is Eopeless> said the owner of POSH SHOES' Many Dealers

are not satisfied with the distri%utor' They want more distri%utors'

0' 4oodland has a policy of providing heavy discounts in its own outlet' Many

stores in DelhiA. remain on sale throughout the year which hampers

Dealers Sale'

7' 4oodland has am%iguous policy for dealers and its own outlet' /ntire range

is not made availa%le to dealers' /ven During the annual sale of 4oodland

Dealers are not considered and no incentive is provided to them to

participate in sale'

2' The Designs of the 4oodland are not in tune with their competitor' They are

little higher on price front as well'

;


81/95

;' = I do not feel like keeping 4oodland shoe in my store %ecause !rand

"ppeal is lacking> Bowner, ulati Shoes' ajpat .agarC 4oodland should

work on its %rand image' !rand perception has come down in last few years'

8' 6rice of 4oodland is higher in comparison to ID which is its close

competitor'

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CONCLUSION

;(


83/95

CONCLUSION

"fter collecting the data and doing analysis through statistical tools following

conclusions are madeH

!rand e*uity of 4oodland is not very impressive and it is perceived

as mediocre range of %rand in premium category footwear market

Bmainly ! or ! were perceived %y respondents'C

Dealers of 4oodland are worried of the am%iguous policies of

4oodland' Dealers are not provided with complete range of 4oodland

products' They are not included in annual sale and other promotional

scheme' The aforesaid is confined to their e&clusive outlet'

Some of the dealers want distri%utors to %e increased and want

ompany to listen to their valua%le views and suggestion'

4oodland has limited presence in Delhi market' Many dealers who

were earlier catering to the %rand has stopped due to various reasons'

.ew dealers who have opened their outlets in recent past have not

%een tapped'

In few areas !rand is omnipresent with almost all dealers where as

few are still un@represented'

;+


84/95

" few dealers have ha%it of providing discounts to customers'

Discount is as %ig as (


85/95


86/95

Dealers uestionnaire

1' 4hich of the following %rands are availa%le at your showroom?

ed tape 4oodland ee ooper ID

ee%ok "didas Franco eone .ike

(' 4hich %rand of shoes do you sell the most?

ed tape 4oodland ee ooper ID

ee%ok "didas Franco eone .ike

+' 4hich price range is most preferred %y the customer?

U !elow 1


87/95

0' -n an average how many pairs of shoes you sell in a month?

U !elow 0 U 0@1< U 1


88/95

8' Does 4oodland has the variety and designs "ccording to need of the

customers?

U Pes

U .o

1


89/95

Distri%ution .etwork V "verage V ood V

/&cellent

"vaila%ility of 6roduct V "verage V ood V /&cellent

Innovation V "verage V ood V /&cellent

;!.an@s for %our $aluable !ime Suestion=

;8


90/95

Customers uestionnaire

1' 4hich type of shoes do you wear?

U !randed

U .on@!randed

(' Eow many pair of shoes do you currently have?

U -ne U Two@ Three U Many

+' 4hich is your favorite !rand?

U ed tape U 4oodland U ee ooper U ID

U ee%ok U "didas U Franco eone U .ike

3' From where you first came to know a%out the %rand you wear?

U .ewspaper U Television U Friend or Family Mem%er

U Internet

0' "re you satisfied with the shoes you wear?

U Pes U .o

If Pes,why WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW

7' 4hat features do you perceive in your footwear? ank them as per your

preference'

8


91/95

!rand .ame WWWWWW

Design and Style WWWWWW

6rice WWWWWW

omfort WWWWWW

2' Eow often do you %uy your footwear?

U $ery -ften U -ften U arely

;' 4hat do you think is the %est time to purchase it?

U .ew "rrival

U During Festival Season

U During Sales

U "s per need

8' Eow fre*uently do you visit Shopping Malls?

U /very 4eekend U -nce a FortnightU -nce a Month U-ccasionally

U .ever

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92/95

11' "ccording to you' 4hich is the %est !rand of shoes "vaila%le in the Indian

Market?

WWWWWWWWWWWWW

Reasons

•

•

;!.an@s for %our $aluable !ime Suestion=

8(


93/95

BIBLIO6RAPH%

8+


94/95

BIBLIO6RAPH%

eference %ook

• Malhotra ' .aresh, =ar@etin Resear>.H "n "pplied -rientation>A/ditionH

fourthA6u%licationA6earson /ducation

• Marketing Management %y 6hilip otlerA/ditionH 1(th A6u%licationH 6earson

/ducation

• etailing Management %y Swapna 6radhanA/ditionH 1(th A6u%licationH!S

pu%lication'

• Food 6rocessing Industry -ffering Scope for .ew Investment, B188;C,Industrial

esearcher'

• overnment of India, B188+C, Ministry of Food 6rocessing in Industry,

• Food 6rocessing Industries in IndiaH Investment -pportunitiesX.ew Delhi'

• /ntrepreneurs in an Imperfect Marketplace, Sage 6u%lications, India'

• 6rasad, !' B1883C, =ompetitiveness analysis of early product introduction and

technology insertion,> 6/D@$ol' 7;@1,

• Musselwhilte, ' B188 Training : Development Kournal, Kanuary, p' 00

83


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4e%sites

• www'footwear'com

• www'google'com

•www'indianfootwear'com
http://www.footwear.com/http://www.google.com/http://www.indianfootwear.com/http://www.footwear.com/http://www.google.com/http://www.indianfootwear.com/

Documents

Comparative Analysis Of Various Branded Footwear in Delhi NCR (Woodland).doc