CONTENTS

1. Introduction to the product

2. All about shoes
3. Competition Analysis
4. Marketing mix
5. Fitting tips
6. Material launch
7. Symbol used
8. Special attraction
9. Segmentation
10. Pricing Strategy
11. Competitive 5 forces
12. Value chain – Michael Porter
13. Consumer Behavior
14. Brand personality
15. Launch and Pre-Launch
16. CRM & CSR
17. Questionnaire analysis
18. Conclusion
19. Annexure
• research synopsis of a research company
• questioner
• print adds and there explanation

20. 9) Bibliography
 ACKNOWLEDGEMENT
This report bears the imprint of many people and without their support would not
have existed.
First of all we would like to express our sincere indebt ness and profound sense of
gratitude to our parents without their support in all our endeavors we would not
have been able to give this project its present shape.
We acknowledge our deepest thank to Prof. TIMIRA SHUKLA, for all her guidance
and encouragement which leads us all through this project. Her suggestions at all
point of time are invaluable for us.
We would like to put on record our sincere gratitude to all our friends for giving us
valuable ideas throughout our project.

THANK YOU
INTRODUCTION TO THE PRODUCT
“FREGO SHOES” ---- Freshness All Day Long!!!!!!

Nowadays, in our hectic lives, we face a general problem of bad odur from a
pair of shoes worn by us for long durations. People sitting close to us or in
our nearby surroundings start feeling irritable as well as get that obnoxious
smell that is more than difficult to bear.

So, to overcome this problem we have got a solution for you – “ shoes”!!
FREGO SHOES with a special fragrance oriented pads, so as to secrete a
pleasing odor all the while, while you can carry on with all your day’s hectic
schedule without being embarrassed.
Using this once will make you a loyal believer of its advantages, which the
industry has never witnessed before.
Our mantra is “INNOVATION AND CUSTOMER SATISFACTION LEAD
TO SUCCESS”.

A product is not only a product it is a bundle of qualities and services, our

shoes will be environmental friendly as we will use those materials which
will bio degrade self.
Since our pads have also to be refilled so we will also provide refilling
bottles on our exclusive show rooms which a customer can purchase and
refill his/her shoes according to his choice. There will be a number of strong
and mild fragrances so that the customer can have a variety in choice.

We are also trying to target health as it is always said that “ health is wealth”
so in our shoe pads there will have acupressure points and magnetic points
so that customer will not suffer from blood pressure problems.
For school boys/girls we will provide points for height growth, we also
notice that some people suffer from over foot sweating these pads will try to
stop the sweating from the leg because of which the shoe will become more
comfortable for the user for day long.

Here's how you can avoid doing a Britney this summer. We had a good
laugh reading about Britney Spears' stinky feet! Don't you remember? She
took off her shoes while flying from Los Angeles to New York and her co-
passengers were ready to puke!
The air hostess had to request her to put her shoes back on! Eww.
Summer's round the corner (or is it already here?) and quite a few of us will
have embarrassingly moist feet enclosed in open sandals.
Stinking feet aren't just a winter phenomenon (closed shoes, thick socks, no
ventilation). Once the sweat has evaporated, your feet can still give off a
pungent odour - that besides giving the wrong signals about your hygiene
will definitely put off the opposite sex.

SO HERE IS A PRODUCT FOR ALL TO STOP IN GETTING THIS TYPE

OF SITUATION

All ABOUT SHOES?

Sole

The bottom of a shoe is named the sole.

Insole

The insole is the interior bottom of a shoe, which sits directly beneath the foot. Many
shoes have removable and replaceable insoles, and extra insoles are often added for
comfort or health reasons (to control the shape, moisture, or smell of the shoe).

Outsole

The outsole is the layer in direct contact with the ground. The material of the outsole
depends on the function, dressiness, and quality of the shoe, but is generally very durable
material, since it experiences the most stress. Dress shoes have leather outsoles; casual or
work-oriented shoes have outsoles made of natural rubber or a synthetic imitation. The
outsole may comprise a single piece, or may comprise separate pieces of different
materials. Often the heel of the sole is rubber for durability and traction, while the front is
leather for style. Specialized shoes will often have modifications on this design: athletic
cleats have spikes embedded in the outsole to grip the ground; many kinds of dancing
shoes have much softer or harder soles. These soles can be as hard as concrete, and very
sturdy.

Heel

The bottom rear part of a shoe is the heel. These come in a variety of sizes and are
usually made to support the large stresses applied to the heel of the foot. They are often
made of the same material as the sole of the shoe.This part can be high to make the
person look taller, or flat.

Vamp, or upper

Any shoe has an upper part that helps hold the shoe onto the foot. In the simplest cases,
such as sandals or flip flops, this may be nothing more than a few straps for holding the
sole in place. Closed footwear, such as boots, sneakers and most men's shoes, will usually
have a more complex upper. This part is normally decorated or is made in a certain style
to look fashionable and attractive for the buyer.

Accessories to shoes

• Shoe horn - can be used to insert a foot into a shoe by keeping the shoe open and
providing a smooth surface for the foot to slide upon
• Shoe tree - placed inside the shoe when user is not wearing it, to help maintain the
shoe's shape
• Shoe polishing equipment:
 • Shoe polish - a waxy material spread on shoes to improve appearance,
glossiness, and provide protection
• Shoe brush and polishing cloth - used to apply polish to shoes

• Overshoes or galoshes - a rubber covering placed over shoes for rain and snow
protection
• (Orthopedic) shoe insert - insert of various materials for cushioning, improved fit,
or reduced abrasion. These include padding and inner linings. Inserts may also be
used to correct foot problems
• Shoe bag - a bag that protects shoes against damage when they are not being worn
• Shoe stretcher - a tool for making a shoe longer or wider or for reducing
discomfort in areas of a shoe
• Snow shoe - a wooden or leather piece which increases the area of ground
covered by the shoe

Types of shoes
Dress and casual shoes

Dress shoes are categorized by smooth and supple leather uppers, leather soles, and
narrow sleek shape. Casual shoes are characterized by sturdy leather uppers, non-leather
outsoles, and wide profile.

Some designs of dress shoes can be worn by either gender. The majority of dress shoes
have an upper covering, commonly made of leather, enclosing most of the lower foot, but
not covering the ankles. This upper part of the shoe is often made without apertures or
openings, but may also be made with openings or even itself consist of a series of straps,
e.g. an open toe featured in women's shoes. Shoes with uppers made high to cover the
ankles are also available; a shoe with the upper rising above the ankle is usually
considered a boot but certain styles may be referred to as high-topped shoes or high-tops.
Usually, a high-topped shoe is secured by laces or zippers, although some styles have
elastic inserts to ease slipping the shoe on.

Shoes made from real crocodile skin, in a conservation exhibit at Bristol Zoo, England

Men's shoes

Men's shoes can be categorized by how they are closed:

• Balmorals - the vamp has a V-shaped slit to which the laces are attached; also
known as "closed lacing." In England, the balmoral is known as the Oxford. The
word "Oxford" is used by American clothing companies to market shoes that are
not Oxfords, such as rubber-sole bluchers.
• Blüchers - the laces are tied to two pieces of leather independently attached to the
vamp; also known as "open lacing." In England, the Blucher is known as the
Derby shoe.
• Monk-straps - a buckle and strap instead of lacing
Various other closings exist but are less popular such as side-elastic closings.

Men's shoes can also be decorated in various ways:

• Plain-toes - have a sleek appearance and no extra decorations on the vamp.

• Cap-toes - has an extra layer of leather that 'caps' the toe. This is possibly the most
popular decoration
• Wing-tips - The toe of the shoe is covered with a perforated panel, the wing-tip,
which extends down either side of the shoe. Wing-tips can be found in both
balmoral and blucher styles. In England this is called a brogue.

Women's shoes

There is a large variety of shoes available for women. Some broad categories are:

Pumps, known in the US as ballerinas or skimmers, are shoes with a very low heel and a
relatively short vamp, exposing much of the instep. They are popular for warm-weather
wear, and may be seen as more comfortable than shoes with a higher heel.

High heels may be shoes with heels 2 inches (5 cm) or higher. They are often seen as
having more sex appeal than low heels (see article for discussion) and are thus commonly
worn by women for formal occasions or social outings.

• Sneaker boot and sneaker pump - a shoe that looks like an athletic shoe, but is
equipped with a heel, making it a kind of novelty dress shoe

• Boots - Long shoes (covering the ankle) frequently made of leather. Some are
designed to be used in times of bad weather, or simply as an alternate style of
casual or dress wear. Styles include rubber boots and snow boots, as well as work
boots and hiking boots.
• Slippers - Usually for night use, commonly worn with pajamas

Athletic shoes

Men's and women's athletic shoes and special function shoes often have less difference
between the sexes than in dress shoes. In many cases these shoes can be worn by either
sex. Emphasis tends to be more on function than style.

• Sneakers/trainers (also called gym shoes or tennis shoes) - general purpose

athletic shoes; made out of rubber, cloth, and/or plastic to be lightweight, flexible,
and have good traction. Special varieties available for basketball or tennis.
• Running shoes - very similar to above, with additional emphasis on cushioning.
 • Track shoes - lightweight; often with plastic or metal cleats
• Cleats - a type of shoe featuring molded or removable studs. Usually worn while
playing sports such as rugby, football, American football, or baseball
• Golf shoes - with "spikes" for better grip in grass and wet ground. Originally the
spikes or "cleats" were made of metal but replacable "soft spikes" made of
synthetic plastic-like materials with prongs distributed radially around the edge of
each spike are much more common today (and are required on many golf courses
since they cause less damage to the greens)
• Bowling shoes - intermediate style between ordinary dress shoes and athletic
shoes. They have harder rubber soles/heels so as not to damage bowling alley
floors. They are often rented or loaned at bowling alleys.
• Climbing shoes, also known as hiking shoes or boots - usually have a high
somewhat stiff upper with many lace eyelets, to provide ankle support on uneven
terrain, with extra large traction on the sole.
• Walking shoes - have a more flexible sole than the running shoe, lighter in weight
than the hiking boot, may have air holes, may not be water proof.
• Skating shoes - typically called skates. They have various attachments for skating
on the bottom of the shoe portion.
o Ice skates
o Roller skates
o Inline skates
• Ski boot - a large, thick plastic boot specially designed for attachment to the ski.
• Skateboarding shoes have flat soles for a better grip on a skateboard. They are
very wide and have extra layers of padding to protect the skateboarders feet.
Many young people wear them for comfort.
• Cycling shoes are equipped with a metal cleat to interface with clipless pedals, as
well as a stiff sole to maximize power transfer and support the foot.
• Snowshoes are special shoes for walking in thick snow. In temperate climates,
snowshoes are used for mostly recreational purposes in winter.

Orthopedic shoes

Orthopedic or "comfort" shoes are made with pedorthic and anatomically-correct comfort
qualities, such as padded removable footbeds, wide toe boxes and arch support are made
especially for those with problematic feet.

Dance shoes

• Pointe shoes - shoes designed for ballet dancing, which have the toe box stiffened
with glue and a hardened sole so the dancer can rise on the tips of her (or his) toes
• Ballet slipper - heel-less slippers made of canvas or leather, with usually a leather
sole that may be continuous or in two parts (split-sole) - stiffer leather sole over
the ball of the foot and over the heel, with the part of the shoe under the arch
made of the softer material of the upper, so as the foot can be pointed to its
utmost. Ballet slippers are usually secured by elastic straps. They are most
 commonly pink, white, black, or pale tan, although they may be made in specialty
colours such as red oor blue.
• Jazz shoe - similar in basic structure to a split-sole ballet slipper, jazz shoes
usually have a longer vamp, securing the foot by laces or elastic inserts. Unlike
ballet slippers, jazz shoes usually have a low (1" or under) heel.
• Tango/flamenco dance shoes
• Dance sneakers (or dansneakers)- a combination of a sneaker and a dance shoe,
with a block toe like a ballet slipper
• Character shoes - shoes with a 1"-3" heel, which are usually made of leather, and
often have one or more straps across the instep to secure the foot during dance.
They may come in soft-soled (suede) or hard-soled varieties. They may be
adapted into tap shoes by attaching taps.

Work shoes

Work shoes are designed to stand heavy wear, to protect the wearer, and provide high
traction. They are generally made from sturdy leather uppers and non-leather outsoles.
Sometimes they are used for uniforms or comfort by nurses, waitresses, police, military
personnel, etc. They are commonly used for protection in industrial settings, construction,
mining, and other workplaces. Protective features may include steel-tipped toes and soles
or ankle guards.

Historical shoes

Footwear has been worn for tens of thousands of years. Shoes of the past include:

• Espadrilles: these sandals, which are still worn today, are found as early as the
14th century.
• Patten: a European wooden overshoe used to keep a person's feet dry outdoors.
First worn in the middle ages, they continued in use even into the early 20th
century.
• Poulaine: a shoe with a long-pointed toe, popular in Europe in the 1400s.

Maintenance

• Breaking-in - Some shoes are made of hard but deformable material. After a
person wears them multiple times, the material reforms to fit the wearer's feet.
The person is said to have broken in the shoes.
• Polishing - for protection, water resistance (to some extent) and appearance,
especially for leather shoes and boots.
• Heel replacement - heels periodically wear out. Not all shoes are designed to
enable this.
• Sole replacement - soles also wear out. Not all shoes can have their soles
replaced.
• Shoelace replacement.
 • When unfit for use, shoes can be treated as trash or municipal solid waste and
disposed of. The exception can be with most athletic sneakers which can be
recycled and turned into other raw materials. See Nike Grind as an example.

Someone who makes or repairs shoes in a shop is called a cobbler.

COMPETITION ANALYSIS

Comparison with competitors

BATA

: High quality, comfortable and stylish shoes.

: Available in Europe and leading stores of asia & the middle east.

: Range for men, women and kids.

: Using modern technology.

: Diversity with ranges in running, training, court, basketball, football and Outdoor

ACTION

: experience in footwear industry

: It is synonymous with quality shoes

: Range for whole family i.e men, women and kids.

: Diversity with ranges from casuals to formals; from daily wear to sports wear and from an elegant
collection for ladies to a fun range for kids.

: The latest technology go into the making of Action footwear.

: Available in Delhi, Haryana, Himachal Pradesh and Daman etc.

: Action group endorses the principles of social responsibility

LAKHANI

: The Lakhani Group – one of the largest footwear manufacturers in India.

: Lakhani Vardaan is a market leader today, in beach & casual/sports footwear in India.

:Uses latest technology.

: Available for men, women and kids.

: Known for good quality.

LIBERTY

: Their main foray is in men’s shoes and children’s school shoe.

: The company has created a range of 10 brands to exclusively cater to specific target groups.

: 3 exclusive men brands, 2 exclusive women brands, 1 exclusive brand for children, 3 unisex brands of
which 2 are sports shoes brands and one is a safety shoe brand for industrial workers.

: The company has also expanded their product range to cater to the entire family (men, women and kids).

: Company is known for its quality and soothe.

REEBOK

: Reebok is known as one of the leading innovators of athletic shoe.

: Known for its design and superior technology.

: Popular for aerobic, fitness and tennis styles.

: Mostly preffered styles are reebok Classics and the cutting edge style of Rbk.

NIKE

: Nike produces a wide range of sports equipment.

: Started with Track running shoes and basketball shoes.

: Also available in Wide range of sports shoes including track & field, football, baseball,
tennis, soccer, lacrosse, cricket, and golf.

: Nike is positioned as a premium-brand, selling well-designed and expensive products.

: Available in wide range for men, women and children.

 • Available with different fragrances (mild & strong)
• Acupressure scheme for Hypertension
• Magnetic pads- to control the blood pressure
• The latest technology go into the making of frego shoes.
• Light weight
• Range for whole family i.e for men, women and kids.
• Most important available in low price.
Will be known for its good quality, long lasting service and comfort.

MARKETING MIX
 PRODUCT

FUNCTIONALITY

FEATURES
• Pores in the pads, so that the fragrance can move upward
• Liquid with different fragrances (mild & strong)
• Acupressure in built in the pad
• Magnetic pads- to control the blood pressure
• Different color schemes & designs
• Refilling of the fragrance in the pads
• Range for male, female, children (above 15 years)
• Light weight
BRAND
• FREGO

WARRANTY
• For 1 year

PRICE

Price of frego shoes is totally based on the relative prices of the other available brands in
the market
• Lakhani
• Action
• Liberty
• Bata
• M&B
• Nike
• Reebok
• Addidas
• Red tape
• Lomani
• Wood land
• Puma
• Austin, etc.

Out pricing polices will be based on value based pricing and competitive based
pricing,

We wont be using price skimming technique as it is only for the technical products.

Since our quality of product is good and we have number of different features provided
there in the price ranges from 1500 to 5000.
 PLACE

WHERE WE ARE LOCATED

• Headquaters in delhi supportedby multiple manufacturing and development units
in states like-
• Rajisthan.
• Uttar Pradesh
• Daman etc
• No. of executives are customer geographies with the purpose of creating and
nurturing channel partners as well as customer relationship.

MARKET COVERAGE
• Targeting 70%of total customers
• Mainly outlets in urban and sub urban areas

LOCATIONS ( for distribution)- trying to cover major urban and sub urban areas of:-

• Delhi
• U.P
• Maharastra
• Bihar
• West Bengal
• Andhra Pradesh
• Tamil nadu
• Madhya Pradesh
• Rajasthan
• Karnataka
• Gujarat
• Orrisa
• Kerala
• Punjab
• Harana
• Chhattisgarh
• Uttaranchal
• Goa
• Arunachal Pradesh
• Mizoram
• Pondicherry
• Chandigarh

PROMOTION

ADVERTISING
• Posters and Hoardings
• Visual media
• Printed –( Newspapers, magazines )
• Radios(All FM radio channels.)

PUBLIC RELATIONS
• follow CRM ( customer relation management ) techniques
• corporate social responsibility.

PEOPLE

• segmentation / target marketing

 PHYSICAL DISTRIBUTION

CHANNELS OF DISTRIBUTION

Factory

C&F

Retailers

Customers

• hiring carriage from independent carriers

PACKAGING

• Black box in the shape of shoe made up of hard board

• Logo is printed on the top leaf of the box with red color
• Using paper and jute bags for final distribution
• No usage of poly bags either inside for packing and for disposing off to the
customers
 Fitting tips
The right socks

When trying on shoes, make sure you are wearing the appropriate socks. For instance, if
you are trying on boots that you would wear with heavy socks, don't try them on with
thin nylons.

The right time

The best time to try on shoes is usually at the end of the day, when your feet are most
swollen. The point of waiting until the end of the day is to make sure that the footwear
can fit you at your widest-- kind of a "worst case scenario" check.

The right foot

The first shoe you try on should be for your larger foot. For most people, their larger foot
is the opposite from the hand they write with. For example, if you're right handed, your
left foot might be bigger. Always fit the pair of shoes to this foot.

The first step

Stand up with your shoes on. Walk around. You should be able to wiggle your toes in the
front of the shoe. For most footwear, your toes will be able to touch the top of the shoe,
but there should be 3/8" to 1/2" of space between your longest toe and the end of the
shoe. Different styles can sometimes dictate a different amount of space at the end of the
shoe for example " pointed toe" style.

The right shoe

Don't buy shoes that are too tight. If you're at the point where you're hoping they will
stretch to be comfortable, they probably won't. It's true that soft leather and suede give
slightly, moulding to your foot, but they will not dramatically increase in width or length.
There's a difference between a "snug", comfortable fit and a "tight", uncomfortable fit. A
few laps in the store should help you decide how you feel.
Materials

A wide range of materials and combinations are used to produce footwear nowadays.
Leather, rubber, synthetic materials and fabrics are all mainly used for the uppers.

Each material has its own specific features, not only in appearance but also in properties,
performance and treatment. The type of material used has an important influence on how
long the item lasts and, often, dictates the recommended use.

However, the natural material that is most widely used for footwear is LEATHER.
Leather breathes, it is soft, it has good impact resistance, it adapts perfectly to your feet.
There are various main types:

• Smooth leather – has a soft surface with tiny pores, it can be shiny or matt.
• Drummed leather – has a very soft and lined surface.
• Patent leather – has a very smooth and shiny surface; it is easily damaged, due to
chemical substances, to frost.
• Nubuck – is similar to suede and is easily marked even if you touch it lightly with
your fingers, but they brush off easily.
• Leather – a type used for the soles on formal footwear.
• Crust – a section of the skin, under the surface.

In India, synthetic materials and fabrics are used for the uppers and insole or lining of a
shoe.

2 most frequent used synthetic material used besides textile:

PVC

Polyvinyl chloride is flexible material that is chemically non-reactive. PVC accepts paints
and performs well under most silk-screening processes have high strength. It's weather
resistance, and odorless.

PU

Polyurethane is a flexible and soft material that sometimes looks like leather. Very light
but does not have a long lasting shelve life. Will tends to bio-degrade itself after 2-3 years
into small molecular powder.
Symbols on shoes

A wide range of materials and combinations are used to produce footwear nowadays.
Leather, rubber, synthetic materials and fabrics are all mainly used for the uppers. Each
material has its own specific features, not only in appearance but also in properties,
performance and treatment. The type of material used has an important influence on how
long the item lasts and, often, dictates the recommended use. However, the natural
material that is most widely used for footwear is LEATHER. Leather breathes, it is soft, it
has good impact resistance, it adapts perfectly to your feet. There are various main types:

•Smooth leather – has a soft surface with tiny pores, it can be shiny or matt.
•Drummed leather – has a very soft and lined surface.
•Patent leather – has a very smooth and shiny surface; it is easily damaged, due to
chemical substances, to frost.
•Nubuck – is similar to suede and is easily marked even if you touch it lightly with your
fingers, but they brush off easily.
•Leather – a type used for the soles on formal footwear.
•Crust – a section of the skin, under the surface.

Structures
Upper Sole Lining

Materials
Leather Smooth leather Textile Other materials

Customer promise .

A very personal service

Our professional specialised staff is there to help you make the best choice. Don't hesitate
to ask them for help or advice.

Product presentation
All the items are clearly marked with the price, size and description of the materials used
to make the product, thus saving you time and making your choice easier.

Your purchase is guaranteed

You have the guarantee to replace the purchased item if it is still intact and accompanied
by the till receipt.

SPECIAL ATTRACTIONS
 Alternative and Complementary Remedies for Hypertension

Acupressure for Hypertension

Acupressure is useful as a Complementary therapy in managing hypertension.

In traditional Oriental medicine, hypertension is said to be intimately connected with blockages in

the Liver meridian. The following points are useful for managing acupressure:

Gb 20, Li 11, Ht 3, St 36, Lv 3, and Kd 1

Caution: If blood pressure exceeds 200/100, do not do acupressure at all.

(St 36, Three Mile Foot)

St 36 is the most effective point to rejuvenate the body and blood. The combination of Li 11 and
St 36 is used extensively to treat hypertension.

How To Locate St 36: This point is located four finger widths below the lower border of the
kneecap and one finger width off the shin bone to the outside. Flex your foot up and down; you
will feel the muscle move under your fingers if you are on St 36.

Applying Pressure: Apply moderate to firm pressure on St 36. Hold the pressure for one minute.
This point can also be stimulated either with the heel of your opposite foot, or with your fingers.

4. (Lv 3, Bigger Rushing)

Traditional Oriental medicine practitioners believe that hypertension is intimately connected with
blockages in the liver meridian. Lv 3 exerts a powerful, beneficial influence on all aspects of the
body associated with the liver meridian.
How To Locate Lv 3: This point is located on the top of your foot, between the big toe and second
toe.

Start at the web margin of skin between the two toes. Now slide your index finger up between the
bones until you feel a depression about 1/2 inch up.

Applying Pressure: Using your index finger, press between the bones. Start with light pressure.
Increase the pressure gradually as much as you can tolerate or until you are using moderate to
firm pressure. Press for about 1 minute.

5. (Kd 1, Bubbling Spring)

How to Locate Point: Kd 1 is on the sole of the foot between the second and third toe bone, two
thirds of the distance from the heel to the base of the second toe. It's just below the ball of the
foot.

Applying Pressure: Press firmly on the point for about a minute.

SEGMENTATION PROCEDURE
“SEGMENT” – A market segment consists of a group of customers who share a similar
set wants.
The marketer does not create the segments; the marketer’s task is to identify the segments
and decide which one(s) to target. Segment marketing offers several benefits over mass
marketing. We at Frego shoes believe that we can create a more fine-tuned product or
service offering and price it appropriately for the target segment.

BASIS OF SEGMENTATION

SEGMENTATION FOR FREGO

1) GEOGRAPHIC SEGMENTATION: Calls for dividing the market into

different geographical units, such as, nations, states, regions, cities or
neighborhoods. We will be operating basically in the Urban and Suburban areas
and tend to slowly and steadily expand business.

2) DEMOGRAPHIC SEGMENTATION: In this the market is divided into

groups on the basis of variables such as age, family size, family life cycle, gender,
income , occupation, religion, generation, nationality and social class. We are
basically catering to children above 15years of age and adults.

3) PSYCHOGRAPHIC SEGMENTATION: In psychographic segmentation,

buyers are divided on the basis of lifestyle or personality or values. People within
the same demographic group can exhibit very different psychographic profiles.
Keeping the aforesaid in view we have laid special emphasis on the attitudes,
interests and activities. Moreover we have tried to analyze the different
personality traits of the individuals surveyed. For instance youngsters wish to go
in for more abstract designs and peculiar fragrances. They believe in the notion to
be “DIFFERENT”!!!! Office going ladies want something smart and comfortable
because they have to do all the chores (of the house as well as of the office ).
Office going males want something very comfortable and a very strong fragrance
because they have to wear the same footwear all day long.

4) BEHAVIORAL SEGMENTATION: Here the buyers are divided into groups

on the basis of their knowledge of, attitude toward, use of, or response to a
product. Like many marketers we also believe that behavioral variables –
occasions, benefits, user status, usage rate, loyalty, buyer- readiness stage, and
attitude are the best starting points for constructing market segments. We have
designed our questionnaire keeping in mind the above parameters.

PRICING STRATEGY

PRICING OF FREGO SHOES

 Out pricing polices will be based on value based pricing and competitive based
pricing,

We wont be using price skimming technique as it is only for the technical products.

Since our quality of product is good and we have number of different features provided

FORMAL SHOES INFORMAL SHOES

Men from Rs. 999 from Rs. 1599

Women from Rs. 799 from Rs. 1399

Kids from Rs. 599 from Rs. 1199

Competitive 5 Forces modal:

The five forces modal of Porter is an outside-in business unit strategy tool that is used to
make an analysis of the attractiveness (value) of an industry structure. The Competitive
Forces analysis is made by the identification of 5 fundamental competitive forces:

• The entry of competitors -It basically deals with figuring out how easy or difficult
is it for new entrants to starts to compete, what kind of barriers do exist, etc.
• The threat of substitutes –It deals with analyzing how easily can our product or
service be substituted, especially by cheaper versions.
• The bargaining power of buyers- how strong is the financial position of the
buyers.
• The rivalry among the existing players-Is there a strong competition between the
existing players or not.

Value Chains
Michael Porter first developed the concept of value chains in his work on competitive
advantage. Since then, there has been a considerable amount of work to expand on Mr.
Porter’s original concepts. Value chain analysis, along with supply and demand chain
analysis, are staples of modern business management.

Value chain and value coalition analysis is a business design approach that defines
processes based on economic value to a customer. To illustrate the value of the
approach, we can briefly compare it to two other widely used business process design
approaches, 1) work activity and, 2) functional organization:

Work Activity Based

A work activity based approach is a process design based purely on some set of activities
supporting a workflow. An activity is defined as some effort that transforms or creates an
object.

For example: A work activity based process design on a purchasing workflow would
include the creation of a purchase order. This approach is useful in determining the
efficiency or effectiveness of a workflow process, but is not always useful in determining
whether the activity should have been performed in the first place.

Functional Organization
This approach involves the top  down organization of functions based on types of
activities, e.g., finance, marketing, and engineering. This approach is generally the least
effective as it tends to result in disconnects across the enterprise as well as sub-optimized
processes, but it is very popular due to its simplicity. As illustrated below, you can map a
functional hierarchy to a process map, but one does not flow out of the other. The theory
is that the process-based activities, especially in the case of a value chain based process
design, will better align your enterprise to its customers.

Using the value chain approach, processes that provide direct value to the customer are
modeled first. Derivative processes that support the value chain processes are modeled to
support the value chain. The general concept is that by defining your enterprise around
the revenue producing value chain processes, the enterprise will be more effectively
aligned with its customer’s needs.

Manage Vendors &

Provide Sourcing
Provide Aggregate
Provide Quotes
Pricing

Provide Planning & Develop Sourcing

 Channels Strategies
Req. Definition
 Sales
Support
Force  B2G
 Call Exchange
Center Acct Reps
Process Orders Manage Funding & Procure Products or 
 G2G Process Payments
Contracting Services  Support
Exchange Staff
Customer Suppliers/
Vendors
Dispose of Gov.
Assets Track/Adjust Orders

Provide Oper. &

Maint. Services
Key: Out of scope in Phase 1

Manage Projects Phase 1 Value Chain Analysis Focus

Purchasers

Phase 1 Value Chain Alignment Areas

Provide Logistics

Michael Porter’s Value chain

Porter distinguishes between primary activities and support activities. Primary activities
are directly concerned with the creation or delivery of a product or service. They can be
grouped into five main areas: inbound logistics, operations, outbound logistics, marketing
and sales, and service. Each of these primary activities is linked to support activities
which help to improve their effectiveness or efficiency.

There are four main areas of support activities: procurement, technology development
(including R&D), human resource management, and infrastructure (systems for planning,
finance, quality, information management etc.).

The basic model of Porters Value Chain is as follows:

The term ‚Margin’ implies that organizations realize a profit margin that depends on their
ability to manage the linkages between all activities in the value chain. In other words,
the organization is able to deliver a product / service for which the customer is willing to
pay more than the sum of the costs of all activities in the value chain.
The value chain method has been extended to include the value coalitions, which
recognizes that some processes need to allow greater flexibility. The value coalition ®
model recognizes that value is often created by the simultaneous interaction of several
units:

Marketing Production

R&D CUSTOMERS
©
In the above illustration, R&D, Marketing, Production and Customers all are viewed as
working together to add value. Problems arising in the value coalition® model thus
involve several units and requires their simultaneous participation to find solutions.

Performance management measures are ordained by the organization’s strategic direction

and the tactics required to achieve the strategy.
The figure below illustrates that effective performance grows in complexity as it moves
from the individual to the team, and to the values chain and coalition level. This is
because the number of different people, specialties, and types of information tends to
increase at higher levels of the hierarchy.

Hierarchy of Performance
C Values Chain & Coalition
O
M Performance
P
L Team
E Performance
X
I Individual
T
Y
Performance

15
CONSUMER BEHAVIOR

The major factors influencing buying behavior :-

Cultural factors:

Culture:-

Material comfort
Individualism
External comfort

Sub culture:-

There would be a very low effect of sub culture. The main target customers lie in urban
and semi urban region.

Social class:-

This will pay a vital role with the rise in brand image there will be continues rise in the
sales…
Social class will be formed by many clusters, which will affect buyers buying behavior
mainly they are occupation, social class, wealth, education.

Shoes is very diversified product we can’t focus on any single section so buying behavior
will change from social class top to bottom.

Social factors:-

Reference group:-
We won’t be using any big endorser product we will follow a simple strategy showing
normal people in different part of life.

Our target will be lower upper, upper middle middle class and working class and try to
cover 75% of the total customers

Family:-
Family is divided in 2 catagories
Family of orientation and family of procreation

The effect of family of orientation is very low but there is a person behavior effect with
the family of procreation now a days husband and wife both go on shopping and each
others choice matters a lot in buying the product with shoes.

But a number of time it is also seen that usually husbands buys shoes of there choice.

Occupation and economic circumstances:-

In buying behavior the targeted people will be good post holders in job. Having good
income and are single, following the “DOUBLE INCOME NO CHILDREN
SYNDROME”, married and even retired {who are health and status conscious}.
1)
sincerity:-as sincerity means down to earth , honest , wholesome , cheerfrul after using
our product you we feel cheerful in life as it will fulfill its task as has been prescribed you
will feel then things which we have mentioned is not fake and we have given as we have
given about the product and we don’t say after wearing it you will feel like heaven but it
is down to the earth and we believe in what we are giving its should be upto what we said
.
2)excitement:-like people are daring, imaginative, spirited, up-to-date after wearing the
shoes you will feel like doing something great having high spirites in life , if you feel
fresh then your imaginative power also gets freshen up ,and as you feel freshen up, you
can also keep your self up to date and can be in race with other people targeting high
tasks and doing hardwork to fulfil them nad you feel excited also you also will feel that
you are young again you will feel cool from inside and a happiness will come from ur
heart as it will take care of your health also keep your body cool and not harm your body
it will keep you mentally as well as physically fit as you are physically and mentally fit
you yourself will fell good.

3)competence:- competence is something which is related to reliable , intelligent ,

successful as you wear the you will know how successfully it work and how reliable it is
and you haven’t wasted your money in things which you after buying is of no use to you
but instead you will feel like you have invested in right direction and you have
intelligently also and as it will work successfully you will come to know how reliable it is
and as we are using good material also you can rely that you have invested your money at
the right place and is it is also serving the purpose for what it is bought ,

4)sophistication:-.as this shoe is only for the middle upper class and also for the upper
class it will give them charm whem they will be wearing this shoes because some people
feel satisfied after the have spent something and some spent on brand also so both the
needs are satisfied .

5)ruggedness:- our shoe is tough also because it is made of such a material that it will
last long and you can enjoy your shoe as much as you can it will not get worn out easily
as it will last long you will feel like what you have spent is not wasted and you have
utilized the whole money you have spent you have not taken any wrong decision you
right in taking the decision you have taken because in som cases after people buy things
they feel that they taken some wrong decision but it will not happen in our case you will
feel satisfied at every part you look because we believe in customer satisfaction ,
customer is the first priority for us if he /she is satisfied we feel our efforts are not wasted
we feel our efforts come true .
 Pre launch and launch day:

We will show half addvertisment 2 months before through different mediums of

promotion.
In order to create curiosity in buyers. On big retails outlets Big bazaar, Fashion station,
Spencers, etc. We will put sample shoes for sale so that feedback can be taken properly of
the buyers and subsequent changes can be bring about it.

2 days before launching we will start showing advertisement all around the country for
our pdt. in starting 2 months our maximum investment on video, audio and print adds.
There will be an advertisement on every channel at all possible time because
”JO DIKHTA HAI WHO BIKTA HAI”. We will take into consideration radios also. We
will be doing public gatherings sponcering shows and events.

Our adds will be very simple sover showing standard life with showing all qualities. To
sell a product it is necessary to create a big brand image. Secondly our competitors are
multinationals with lots of money, brand image and quality so it is necessary to hit the
market on right time and right place. We wont be launching our shoes near to off season
or seasonal sales time as this time prices of our competitors wil

On the day of launch we will hire trucks and busses and show stage shows in mall roads
where there is a big public gathering.

For shows we will target in big cities so that our target customers that are middle upper
middle and high class persons.

Adverstisments will be showing everything and targeting on quality of product and our
aims. Will try to show that shoes are not just normal shoe it is ” SHOES MADE WITH
LOTS OF RESEARCH” for every individual customers.
 CUSTOMER RELATIONSHIP MANAGEMENT

1- We will give value to customers investment.

2- We will reduce the environmental impacts of our operations.
3- Caring for the welfare and development of our employees.
4- We will make a positive difference to people in the communities where we will
operate.
5- We will publish our company policies and techniques in the bulletin for public
assistance.
6- Feedback of every customer will be taken on a questioner.
7- Customers will be informed about companies latest innovations through mails.
8- It is seen that on right time there is not a right person on right place so by special
attention would be given on sales staff.
9- Special training program for the managers in big retails outlets. So that the
consumers can easily be assisted and proper feedback can be taken.
10- After sales services will be provided to the customers
11- Guarantee of your purchase If you return the pair of shoes in good condition
within next 20 days, with receipt. We will change the shoe with another pair.

COMPANIE’S SOCIAL RESPONSIBILITIES

1- Analyze, evaluate and assess the social and environmental impact of new products,
technologies and processes at the design and development stage.
2- We support social and environmental projects and develop partnerships with
businesses and organizations whose direct or indirect output contributes to a
sustainable society.
3- Keeping the environment into consideration, we will be using jute and papers bags
for packaging but no poly bags as poly bags are harmful to nature.
4- It not only work for the welfare of the employees we will also try to provide welfare
programs for there family. For instance we will provide education facilities and try to
provide home based work for the ladies in the house.
5- Special training programs will be organized for our employees at each level so as to
provide them with a platform for professional as well as their personal development.
QUESTIONER ANALYSIS:-

1 How often do you wash your sport shoes due to bad odor?
• Once a weak
• Once a month
• More than a month

20

15
Once a weak
10 Once a month
More than a month
5

0
male female
Once a weak 18 16
Once a month 2 6
More than a month 5 5

2 For what purpose you use your sport shoes?

• Heavy exercises
• Jogging / light exercise
Fashion
 20

15

10
Heavy exercises
Jogging / light exercise
5
Fashion

0
male female
Heavy exercises 3 1
Jogging / light 15 16
exercise
Fashion 7 10

3 What kind of inner shoe padding you would prefer?

• Regular
• Soft
• Acupressure

18
16
14
12
Regular
10
Soft
8
Acupressure
6
4
2
0
male female
Regular 10 3
Soft 7 17
Acupressure 8 7

4 In leather shoes you will prefer laces?

• Yes
• No
 18
16
14
12
10 Yes
8 No
6
4
2
0
male female
Yes 9 14
No 16 13

5 Size of heals preferred

• 1 inch
• more than 1 inch

25

20

15
1 inches
more than 1 inches
10

0
male female
1 inches 21 16
more than 1 inches 4 11

6 Color preference (formal shoes)

male: female:
 20

15
male
10
female
5

0
black brown white light pink skin colur
male 19 4 2

female 17 4 5 1

7. Color preference (sport shoes)

male: female:

25

20

15 male

10 female

0
white blue grey pink black
male 21 1 1 3

female 19 1 7

8 Is FREGO a good name for a fragrance shoes

• yes
• no
 16
14
12
10
yes
8
no
6
4
2
0
male female
yes 15 13
no 10 14

CONCLUSION
We were given the task to introduce something innovative like an entrepreneur. This time our area
chairperson asked to make a project on any innovative product not yet launched. This was not an easy task
but with the proper guidance and facilities provided by the college we’ve tried to introduce a novel product.
It’s a group of nine members who’ve conventionalized this idea and who have the firm conviction to launch
such a product sometime in the coming future

So we came up with the name frego. It is a product for customer ,and since we believe that “CUSTOMER
IS THE STARTINFG AS WELL AS THE END POINT OF EVERY MARKETING STRATEGY “ hence we
conducted the questionnaire survey. We tried to know there views about it. what they want in there shoes
what are there tastes and preference and try to make a product accordingly. We came to know that people
are welcoming the idea of acupressure and fragrance. In color they will prefer black for formal and white for
sports, but since we are targeting 70% o the population we can not run the our with 2 colors so we will use
all colors but specifically white and black.

We also understand the meaning of CSR and CRM that’s why from starting we will be using these
techniques so that goodwill will create in the market. We do not want to do the same blunder as DELL has
done by not having proper RM techniques. Seeling is just not the end we should offer services also worth
pdt as we have already said in the project that a product is a complete bundle of good services and values.
So we do not want to compromise on this ground also.

We will be using C.L.R.I certificate and all fitness norms as a hole in boat can be disastrous in same manner
one error can create a big mess for the whole company that’s why we take every step with measures,
secondly our competitors are very strong and have good image and captured the market very well so to
penetrate we have to be very careful. A person buying a shoe will buy a next 1 in min 6 months and even
after a year or 2 so designing should also be in such a manner that it should be very attractive.

We can not lower our prices too much as our major competitors are Nike, Reebok Addidas, woodland ,
M&B, etc so we are going on for competitive pricing and value based pricing.
Create curiosity to attract human that’s the key funda we use launching and pre launching techniques”. We
will make curious our customers about the product and by the time we can judge the consumer attitude
towards the product. We have to use all sources of promotional tools to penetrate in market easily.

Rest we will like to say it was a great experience for all of us working on this project as a team, this was
realy very challenging and tough and we have came to learn a lot of things with each other experience and
about the shoe industry in India.

Annexure:-

A research program by a research organization relating to footware:-

Research Synopsis
Footwear Category

In an effort to better understand customer attitudes and purchase behavior in the footwear
market, Ovation Marketing has undertaken an in-depth survey in that arena. Footwear,
unlike many other categories is first a necessity purchase and second a luxury or non-
need based purchase. Because of this, nearly everyone, at every income level, of every
race buys shoes. For this reason, the results culled from this survey focus more on
spending, the similarities and differences of male and female purchase habits, and the
competitive landscape in this arena as opposed to demographics.

One of the first interesting nuggets this survey displayed was the inverse relationship
between male and female shoe buyers. Surprisingly, though women often own more pairs
of shoes than their male counterparts, men are more likely to spend more money for the
right pair of shoes. Women are far more swayed by sales and nearly half of our
respondents admit they will buy a pair of shoes if they see a sale even if they weren’t
planning to purchase shoes that day. But they are price conscious, 41% say they set a
budget and won’t buy a pair of shoes over that amount even if they find one they like.

Men, on the other hand, tell us they will pay top dollar for a good fitting shoe. As a matter
of fact, 35% of men feel like they have to pay top dollar to get shoes that fit.
Both men and women agree that the number one reason to purchase new shoes is that an
old pair has worn out. But the similarities on purchase rationale end there. Half of our
female respondents cite that a change of season is another reason they purchase shoes,
but only 20% of the men agree. The same holds true for buying shoes to match a new
outfit.

Most of our respondents were relatively brand neutral, and not terribly concerned about
the brand of shoes they were wearing or aware of the brands others are wearing. Women,
however, are far more interested in a designer looking shoe…and the majority say they
won’t pay top dollar to get that look, opting instead for the knock-off at a lower price.

On the topic of price, the majority of our respondents spend an average of $25-$50 for
both casual and dress shoes. Men, however, are far more likely to spend $50+ on dress
shoes than women. This adds further support to our female respondents assertion that
they set a budget and stick to that price when purchasing footwear

Nearly half of our respondents purchased roughly 1-2 pairs of shoes per year, followed by
25% who purchased 3-4 pairs. As expected, women purchase more shoes than men
annually and are also responsible for purchasing shoes for spouses and children at a
higher rate than their male counterparts. Just over forty percent of footwear buyers make
their purchases in a department store and/or a national chain shoe store. A third of them
patronize their local shoe store, with just under a fifth buying from mass merchants.
Interestingly, the preferred shopping location varies by income level. The upper income
shoe buyers prefer to purchase their shoes in a department store, compared to the lower
income group who is more likely to buy from their local shoe store or mass merchant.

Most respondents agree that comfort is at the top of their list of important considerations
when selecting new footwear. Following comfort, they cite durability, style, genuine
leather, color, and traction as top features. At the bottom of the spectrum, hand stitching
and recognizable brand were not noted as important at all.

Finally, when asked what advertising mediums affect their decision to purchase shoes, the
point-of-purchase display received the highest marks. This is due, most likely, to the high
level of emphasis shoe buyers put on sales. Newspapers were also cited as an important
influence, as well as manufacturers catalogs. Rounding out the list were TV (8%),
Magazines (6%), Internet (6%), and Direct Mail (6%).
 Questionnaire

Name :-
Age:-
Sex::-

Questions:-

1 How often do you wash your sport shoes due to bad odor?
• Once a weak
• Once a month
• More than a month

2 For what purpose you use your sport shoes?

• Heavy exercises
• Jogging / light exercise
• Fashion

3 What kind of inner shoe padding you would prefer?

• Regular
• Soft
• Acupressure
4 In leather shoes you will prefer laces?
• Yes
• No

5 Size of heals preferred

• 1 inch
• more than 1 inch

6 Color preference (formal shoes)

male: female:

7 Color preference (sport shoes)

male: female:

8 Is FREGO a good name for a fragrance shoes

• yes
• no
 EXPLANATION OF ADVERTISEMENT

PRINT add 1 we have used green colour as it is an environmental friendly product and
red colour as it is the colour of our brand. We have shown the logo on extreme right hand
because we read left to right therefore its in on extreme right and since it is a shoe
company so dif types of shoes on left. And there are maple leaves all around to show it
attractive.
Second pront add shows values and the happy customers only red colour is given because
it is again brand colour.
Adds will be given in film magazines news papers. In newspaper we will give in first
page and last page in the middle so that it will directly attract the customer.
 BIBLIOGRAPHY

1) BOOKS:
- PHILLIP KOTLER: Marketing Management{millennium edition}
- MALHOTRA NARESH: Marketing Research
- C.R. KOTHARI: Research Methodology
- KELVIN KOTLER: Principles of Marketing
- SCHIFFMEN and KAUNK: Consumer Behavior
- ZIKMUND and AMICO: Marketing [4th edition]

2) NEWSPAPERS:
- Economic Times
- Business Standard
- Times Of India.

3) WEBSITES:
http:///www.holisticonline.com/herb_home.ht
http: www.indiamart.com/leatherleaders/
http://www.mbfootwear.com/
http:/www.hotfrog.in/Companies/A-G-Leathers
http://www.clri.org/
http://www.valuebasedmanagement.net/
http://www.indianleatherdigest.com/
http://www.leatherindia.org/
http://www.ajantaleather.com/
wikkipedia.com
http://www.holisticonline.com/herb_home.htm
http://www.indiamart.com/leatherleaders/
http://www.mbfootwear.com/