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A RESEARCH REPORT

ON

MARKET STRATEGIES & BRAND PROMOTION OF


Project report submitted for the partial fulfillment of the degree of

MASTER OF BUSINESS ADMINSTRATION


Submitted to: by: Mr.Mayank Pandey Kumar Gupta (Lecturer) 0928670049 Submitted Vishal Roll No-

DADRI G.B.NAGAR (U.P.)


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CERTIFICATE
This is to certify that VISHAL KUMAR GUPTA , ROLL NO. 0928670049 is a Bonafide student of M.B.A 4th Sem (Session 2010-11). The Research project report entitled MARKET STRATEGIES & BRAND PROMOTION OF LIBERTY is done by him in partial fulfillment of award of Master of Business Administration from Gautam Buddh Technical University, Lucknow .

Mr. Mayank Panday ( project Guide)

Mr. J.R. Dikshit (H.O.D. MBA)

Acknowledgement
I would like to take this opportunity to thank the following people who have directly or indirectly contributed towards the completion of this dissertation and without their help this in the present form would have not been possible. I am thankful to MR MAYANK SIR for giving me opportunity to work on such a nice project as my project. Last but not the least my special thanks to my parents without their support my MBA course would not have been possible.

VISHAL KUMAR GUPTA MBA IV SEMESTER

DECLARATION
I VISHAL KUMAR GUPTA STUDENT OF VISHVESHWARYA INSTITUTE OF TECHNOLOGY DADR I, G.B. NAGAR (U.P.)

Batch 2009-2011, Here by declares that this research project work Entitled MARKET STRATEGIES & BRAND PROMOTION OF
LIBERTY.

The institute and the guide are not liable for any kind of Misrepresentation in report. I understand that if the report is Found copied &or violation of IPR. My degree may be Cancelled.

VISHAL KUMAR GUPTA

Preface
Until recently, a major part of the demand was met by the unorganized, produced by informal, large small Indian sector. Branded shoes, producers, multinationals

producing in India and imports, account for only less than 20% of the entire market. The branded footwear market is estimated to be 100 million pairs, made up of 5 million pairs of spore ts and athletic shoes and nearly 95 million pairs of shoes and boots. The segment is dominated by mens footwear, and there are not more than three womens brands known nationally. Footwear market is estimated at 550 million pairs, of which 450 million pairs are in the form of casual footwear, such Indias total as ethnic footwear, rubber and leather slippers, sandals etc, but not boots and shoes. Leather footwear has a sizeable share, and production is estimated to be at 200 million pairs, including for exports. The footwear market is expected to grow at 8-10%, based on recent trends. In value terms, the sector represents a market of US$ 2.17 billion, of which exports account for approximately 35%.

Both Bata and Liberty have launched international brands in India through tie-ups: Bata with Hush Puppies, Liberty with Burberrys. An interesting feature of the market is the presence of several international players in the informal and sport shoes segment, which has a total market of only 5 million pairs. The major MNC players are Reebok, Adidas and Nike. Italian brands Lotto and Fila have franchise tie-ups in India, although the brand is not aggressively promoted.

TABLE OF CONTENTS
EXECUTIVE SUMMARY INTRODUCTION COMPANY PROFILE PRODUCT RANGE MARKETING : BASIC FUNDAMENTALS CONSUMER BEHAVIOUR PROBLEM FINDINGS OBJECTIVE RESEARCH LIMITATIONS RESEARCH METHODOLOGY DATA ANALYSIS RATE THE CHARACTERISTICS OF LIBERTY - Advertising - Liberty Retail Revolution Limited SWOT ANALYSIS LEARNING MARKETING SEGMENTATION NEWS & CASES LIBERTY LATEST ACHIEVEMENTS FINDINGS RECOMMENDATIONS CONCLUSION BIBLIOGRAPHY APPENDIX 9 10-16 17-31 32-42 43-45 46-52 53-59 60-62 63-65 66-69 70-77 78-84 85-90 91 92-93 94-95 96-105 106-107 108-112 113-114 115-116 117 118 119-122

EXECUTIVE SUMMARY

Footwear market is estimated at 550 million pairs, of which 450 million pairs are in the form of casual footwear, such Indias total as ethnic footwear, rubber and leather slippers, sandals etc, but not boots and shoes. Leather footwear has a sizeable share, and production is estimated to be at 200 million pairs, including for exports. The footwear market is expected to grow at 8-10%, based on recent trends. In value terms, the sector represents a market of US$ 2.17 billion, of which exports account for approximately 35%.

INTRODUCTION

INDIAN FOOTWEAR INDUSTRY

Until recently, a major part of the demand was met by the unorganized, informal, small sector. Branded shoes, produced by large Indian producers, multinationals producing in India and imports, account for only less than 20% of the entire market. The branded footwear market is estimated to be 100 million pairs, made up of 5 million pairs of sports and athletic shoes and nearly 95 million pairs of shoes and boots. The segment is dominated by mens footwear, and there are not more than three womens brands known nationally.

Womens footwear purchases are mostly in the casual footwear market, ruled by unbranded goods. Formal footwear expenditure (in 1997) by the upper segment of urban women (2.8 million households in the SECA/B class) was estimated to be less than US$ 8.69mn, which is less than 1% of the total market size. However, ladies brands in footwear are now on the rise, with several new players focusing on the formal dress needs of the working women.The largest players in footwear are Liberty Shoes, an Indian brand that has performed exceedingly well in shoes with leather as well as nonleather soles, and Bata, the international brand present in India for close to 100 years, which has a 24% market share. Liberty, with a production of 10.5 million pairs, claims to enjoy a market share of 36% in the leather footwear segment and

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22 % in the non-leather sole segment. Exports constitute 30% of Libertys sales. Both Bata and Liberty have launched international brands in India through tie-ups: Bata with Hush Puppies, Liberty with Burberrys.An interesting feature of the market is the presence of several international players in the informal and sport shoes segment, which has a total market of only 5 million pairs. The major MNC players are Reebok, Adidas and Nike. Italian brands Lotto and Fila have franchise tie-ups in India, although the brand is not aggressively promoted. Reebok, with a premium positioning, sells 0.2 million pairs in the domestic market in 1999, posted breakeven revenues of US$ 15.21million, and is adding a chain of sport goods and fitness stores to complement its premium Rockport brand.Adidas is aiming to become the leader in the sports footwear and sports wear market, which is estimated to be at US$ 217.3million. The company uses the manufacturing set up of an Indian company, Lakhani, to manufacture the Adidas range in India. Nike Shoes purchases its products from a contract supplier, and sells through select Bata showrooms and a few departmental stores. Other international brands like Woodland, Lumberjack and even Bally have set up shop in India with production or assembly facilities. The following table indicates concentration of units in various parts of the country:

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Large Medium Scale Tamil Nadu Delhi North Agra, Kanpur Calcutta Bangalore Mumbai Others & 64 up 4 9 1 6 3 13

& SSI Household

31 8 34 3 3 11 10

7 2 14 19 4

The estimated annual footwear production capacity in 1999 is nearly 1736 million pairs (776 million pairs of leather footwear and 960 million pairs of non-leather footwear).

Region-wise share of total estimated capacities is as follows: Region Percentage Leather Shoes NonShoes Leather Uppers leather Shoe Leather Sandals Non Leather Sandals

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Tamil Nadu 26 Delhi & up 10 North Agra, Kanpur 45 Calcutta 12 Bangalore 3 Mumbai 4 Others 0 Total 100 Shoes manufactured in

5 77

54 4

1 1

0 60 0 0 0 0 40 100 Florsheim,

0 32 62 0 2 3 3 4 0 2 1 32 13 3 1 100 100 100 India wear brand names like

Gabor, Clarks, Salamander and St. Micheals. As part of its effort to play a lead role in the global trade, the Indian leather industry is focusing on key deliverables of innovative design, consistently superior quality and unfailing delivery schedules. India in itself has a huge domestic market, which is largely untapped.The Indian footwear industry is provided with institutional infrastructure support through premier institutions like

Central Leather Research Institute, Chennai, Footwear Design & Development Institute, Noida, National Institute of Fashion Technology, New Delhi, etc in the areas of technological development, design and product development and human resource development.

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MAJOR PLAYERS
Comparison of key ratios with the companies of

comparable size in the same industry group*.

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Major players or the competitors of the liberty shoes ltd.

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Company Profile

Liberty Shoes Ltd.

The company
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Liberty Shoes Ltd. is the only Indian company that is among the top 5 manufacturers of leather footwear in the world with a turnover exceeding U.S. $100 million. We produce more than 50,000 pairs of footwear a day covering virtually every age group and income category. Products are marketed across the globe through 150 distributors, 350 exclusive showrooms and over 6000 multi-brand outlets, and sold in thousands every day in more than 25 countries including fashion-driven, quality-obsessed nations like France, Italy, and Germany With 50 years of excellence, today Liberty produces footwear for the entire family and is a trusted name across the world. In the domestic market it is one of the most admired footwear brands and holds the largest market share for leather footwear.

One of Humantech Centers in Karnal, Haryana

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The History
It was the 25th December of 1954 when India was nurturing its growth as a free country, three dreamers in a small town in erstwhile Punjab thought of producing an Indian brand of footwear to make a basic necessity available to their countrymen. Mr. D P Gupta, Mr. P D Gupta and Mr. R K Bansal allowed their vision to cross every barrier and brought cutting-edge technologies to their own country. Within a short span of time, the name, Liberty became a synonym to quality footwear in the domestic market and this encouraged the company to invest further for enhancing production capacities and to cater to the demands of international markets. With 50 years of excellence, today Liberty produces footwear for the entire family and is a trusted name across the world. In the domestic market it is one of the most admired footwear brands and holds the largest market share for leather footwear

The Management

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Adarsh Gupta CHIEF EXECUTIVE OFFICER Adarsh Gupta is a Mechanical Engineer, having specialization in Polyurethane applications in Footwear and joined Liberty in 1983.He pioneered PU technology for the in India and helped make Liberty a leader in Domestic Market. He has also put into place a road map for Liberty foray in the International markets and aggressively marketed the brand. With a string of diversification Adesh has changed the company into a multi product conglomerate with interests in

Retailing, Automotive, Chemicals, Construction and Real estate sectors. Adesh has won many prestigious awards and a key functionary of CII and also the Chairman of IMC, ITI, Karnal.

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Adarsh Gupta Executive Director Having honed his business skills over the last twenty years, Adarsh is widely traveled across the globe and understands the nuances of doing business at the global stage. An avid learner Adarsh continues to enhance his skills and acumen through development programs, many of which have international acclaim. Adarsh has done a diploma in Footwear design from the world acclaimed ARS Sutoria Institute, Milan, Italy. Shammi Bansal Executive Director Shammi Bansal is an eminent name in the leather and footwear industry of India. He started his quest for innovation and excellence in 1982 when he joined Liberty Shoes Ltd.

Sunil Bansal Director Russia, Hungary, Slovakia, Dubai, Germany, Italy, France are some of the countries that appear on his mental radar with a continuous blip reminding of Action. Even as he oversees the export of the Liberty products to these fashion destinations, Sunil patiently updates himself on trends the world over.

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Raman Bansal Director A graduate with a Diploma in Shoe Designing under his belt Raman goes about his task with a sense of precision taking along with him a vast number of dealers and distributors. Sharing the marketing and sales policies with them and identifying the success component of each based on continuous feedback from the market.

Adish Gupta Director Looking closely at the expansion plans and the corresponding human resource requirements, Adish is constantly planning and strategizing to

Ensure the right resource is available at the right time and continuous inputs for the growth of the individual. Vivek Bansal Director He heads the Non Leather and PVC production facilities of the company. From procuring raw materials, to keeping the focus on fashion trends Vivek enjoys the hectic pace he sets for himself to innovate and surprise the system. Anupam Bansal Director
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A keen learner Anupam has trudged through the retail markets in the country to get a first hand feel of the business of retailing. He is spearheading the company's focus on making the products available at fashion stores around the country.

Corporate Philosophy
Steeped in a philosophy that has at its core innovation, technology and advancement, we at Liberty, pride ourselves over and above everything else on our healthy and heart-felt respect for the human ethos, which projects itself in the expectancy and excitement with which one greets the arrival of the new combined with a sincere and deep regard for the old, which is appreciative of and adopts at every stage the unique balance between modernization and tradition. Liberty as a brand is constantly evolving to keep pace with the changing trends, styles, beliefs, and aspirations of people while maintaining the sanctity of certain traditions like workmanship and good value.

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Our Credo
To ensure that the method we use is the latest technology the world over. To follow the highest standards of honest workmanship in whatever we make. To Walk the extra mile to ensure customer satisfaction worldwide. To remain a true cosmopolitan to the spirit. To remain a great corporation to associate with, to work for.

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Technology

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Better methods. Better tools. Better technology. Enhanced productivity. Finest quality. Greater customer satisfaction. Liberty has a lot of firsts to its credit. It has introduced a new material called TPU (Thermo Plastic Urethane), for high quality footwear, into the country. This material has better properties than PVC or TPR (conventional materials used for footwear). Liberty has also been instrumental in introducing EVA (Ethyl Vinyl Acetate), which is a direct injection molding used for making sole for the f

Irst time in Asia. This technology uses very light material & the footwear is made with the direct injection system.

Liberty also pioneered the PU (Poly Urethane) Technology in India for the footwear industry. Besides these Thermo Plastic Elastomer has been developed for the first time in India at Liberty. A CAD/CAM design center is in place at Liberty. The Sympatex waterproof technology in footwear was pioneered by also Liberty. Liberty is also the first company to market PPE products for safety purpose

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Manufacturing Excellence

We call them Humantech Centers. When people visit us they see them as centers of Excellence for manufacturing shoes where technology works in perfect tandem with human creativity.

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Liberty has Humantech centers at four locations in India, the latest being the Uttaranchal project which was launched recently to boost the production of world-class footwear. This Greenfield plant near Dehradun will increase the company's existing production capacity of 18 million units pa by 200,000 units

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The locations of the four are Humantech Centers: GHARAUNDA, HARYANA (APPROX. 95 K.M. FROM DELHI) Gharaunda is the first plant of its kind in this part of Asia that is equipped with Desma machines for PU Direct Injection Moulding. Using PUF technology and Computer Aided Systems this vertically integrated plant produces Industrial Safety Shoes that are made to European standards. Sympatex TEX booties as well as ordinary booties are also made here. Beside these Gharaunda has a design center where an ambitious team of young designers working in tandem with experienced technologists.

Liberty puram, Haryana (102 k.m. from Delhi) About 14 km from Karnal this Humantech center, spread across 50 acres of landscaped greens, has 16 lines for Cement Last Construction footwear, 15 lines for Direct Injection Mounded footwear and 3 lines for EVA Direct Injection footwear. It is a manufacturing base for slippers and sandals that put the Chinese sheet slippers to shade, teenager's shoes with very light PVC soles as well as leather soles, shoes for both sexes as well as booties for ladies.
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Karnal, Haryana (124 k.m. from Delhi) Libertys first manufacturing center caters essentially to the domestic market and produces Cement Last Construction as well as leather sole footwear for both men and women.

Dehradun in, Uttaranchal This new Humantech center makes Cement Last Construction footwear as well as the comfort range of sandals for ladies. It will

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soon also produce sports shoes for the likes of Reebok and Nike as well as for the domestic market.

Product Range
Liberty has created a repertoire of 10 well developed brands, each one of which has been painstakingly nurtured to cater to its specified target group. Care has been taken to create a specific identity for each brand and to provide the latest international designs.
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Today, the new range from Liberty is all about style, design, and comfort. The range imbibes the spirit of fun and is trendy to the core. There is a product for every season and occasion.

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Force 10 has long perceived to be the flagship brand of Liberty, Force 10, today is Synonymous with value for money fashion sports shoes. It is a symbol of family force of Liberty which has 10 members. Targeted at the age Group of 13-28 year old boys and men, Force 10 produces over 600,000 pairs annually. Available in the range of Rs. 350 to Rs. 1250, Force 10 looks with

Life at a force of 10

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Coolers are the brand of mens sandals and slip-ons. These sandals cater to the age group of 21-45 years and are a stylish and comfortable accompaniment to any apparel. The range is amongst the most sought after during the summer months and over 1,000,000 sandals are produced every year. In the price range of Rs. 295 to Rs. 899, Coolers are indeed

Cool comfortable sandals

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Foot fun has been created as an exclusive brand for children in the age group of 1 to 12 years. Children have their own peculiar requirements so far as footwear is concerned. The Liberty Foot fun addresses all concerns of style, comfort, fitting as well as gives special emphasis to the flexibility of the footwear. Bright and vibrant colors are to the USP of the range and the maintenance proof products add value for the children and parents alike. The products in this category include sandals, infant and toddler range of unisex shoes, sports shoes, and school shoes. The range is available in the price range at Rs. 135.00 to Rs. 395.00 and sells over 2,400,000 pairs annually. It conforms to the tag line.

Non Stop Fun

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Fortune comprises of mens formal and casual shoes in Leather from the House of Liberty. These shoes, meant for todays students and executives in the age group of 18-45, combines the latest trends in formal wear abroad in to the most formal footwear. It is a sign of good luck, a symbol of being prosperous. The Fortune collection produces 600,000 pairs of shoes every year. In the price range of Rs. 850 1495, these shoes promise,

It takes some men places

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A symbol of light weight footwear, it gives a feeling of floating in air. It is the most important brand of Liberty as it covers all segments, varieties, colours, designs and price ranges. It is a mass brand of the company. Gliders cater to the specific need of normal, semi-formal footwear as well as beachwear for the age group of 2-45 years. This range has something or the other to cater to the requirements of children, young men and women. Over 45, 00,000 pairs of Gliders footwear are produced each year in the price range of Rs. 125 to Rs. 1795. Gliders conform to the adage:

Some things are just right

Senorita is a brand that caters to the high design and fashion styling amongst young women. Bringing out the flair of each style, Senorita invites young
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women in the age group of 14-26 to be comfortable as well as look the most delicately brought out the latest designs for this brand. Over 4, 50,000 pairs are produced in this range in the price category of Rs. 495 to Rs. 995. Senorita invites women to retain their youthfulness, vibrancy and energy through its tag-line

Hey woman, stay girl

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Geo Sport exclusive professional sports shoes for 14-38 year olds; Geo Sport is targeted at budding and professional sportspersons. The shoes cater to niche of professional sportswear, 15,000 pairs of shoes are created every year in the price range of Rs. 895 - Rs. 1695. Geo Sport is important to serious player

Because winning matters

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Warrior a range of safety shoes for institution sales and workers of the age group 21- 45 years comprise Warrior, because of its solid sturdy looks, Warrior is also becoming quite a rage with the young boys and men. The product line is available from Rs. 685-1195 and sells 4, 00,000 pairs annually.

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Windsor provides casual and formal shoes for the young executives in the age group of 21 to 40 years. This brand caters to the need for power dressing for the young executives and allows the busy executive to make a statement in power dressing, which is as much at ease in the boardroom as in the cocktail lounge. The idea is to be comfortable wearing these attractive leather formal shoes over long periods every day, in keeping with the hectic lifestyles today. Over 750,000 pairs of Windsor are produced annually in the price range of Rs. 895 to Rs. 1999. Windsor truly believes

Whats life without a little comfort?

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Tiptopp caters to providing comfortable and fashionable womens slip-ons and sandals. This range is synonymous with comfort, durability and neat styling. Targeted at ladies in the age group of 24-40 years, this range sells 7, 50,000 pairs annually. Available in the price range of Rs. 325 to Rs. 550.

MARKETING: - BASIC FUNDAMENTALS


MARKETING Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products of value with others. Philip Kotler

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This definition of marketing rests on some core concepts. These are needs wants demands, products (Goods, Services and Ideas), values, cost, satisfaction, exchange, transaction, relationship, and networks, markets, and marketers. Marketing is a process of exchanging products of value with others with giving each of them maximum benefit. Marketing concept is a business philosophy that makes waves during 1950s. The marketing concept holds the key to achieving organizational goals consists of being more effective than competitors markets The marketing concept has been expressed in man colorful ways. Meeting needs profitably. Find wants and fills them. Love the customer, not the product. Have it your way. Youre the boss. Putting people first. Partners for profit. INTEGRATED MARKETING When all companys department work together to serve the customers interest, the result is integrated marketing. Integrated marketing works on two levels. First, the various marketing in integrating marketing activities toward determining and satisfying the needs and wants of target

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functions like sales force, advertising, product management, marketing research and so on to work Together. Second marketing must be well coordinated with other company departments. Marketing does not work when it is merely department. It works only when all employees appreciate their impact on customer satisfaction. SOCIETAL MARKETING The societal marketing concept holds that the organizations task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserves or enhances the consumers and the societys well being. The societal marketing concept calls upon marketers to build social and ethical considerations into their marketing practices. They must balance and juggle the often conflicting criteria of company profits, consumer wants satisfaction and public interest.

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CONSUMER BEHAVIOUR

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C onsum Buying Behavior er


The decision processes and acts of final household consum associated ers with evaluating, buying, consum ing, and discarding products for personal con ption. sum Con sider the purchase of an autom obile. Y generally will not consider ou different options until som event triggers a need, such as a problem e needing potentially expensive repair. Once this need has put you on the m arket, you begin to ask your friends for recom endations regarding m dealerships and car m odels. A fter visiting s everal dealerships, you test drive several m odels and finally decide on a particular m odel. A picking fter up your new car, y have doubts on the w hom w ou ay e, ondering if you can afford the m onthly payments, but then begin to w onder if instead you should hav e purchased a m ore expensive but potentially m ore reliable m odel. Over the next five years, the car has several unexpected breakdow that lead you to w to purchase a different brand, but you ns ant have been very happy with the services of the local dealershi to again purchase your next car there. In this particular case, the following generic m odel of consum decision er m aking appears to h old: ========> N recognition eed =========> Inform ation search ==========> Evaluation of alternatives ==========> Purchase decision ==========> Post purchase behavior p and decide

Now consider the purchase of a quart of orange juice. You purchase this product when you do your grocery shopping once per week. You have a favorite brand of orange juice and usually do your grocery shopping at the same store. When you buy
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orange juice, you always go to the same place in the store to pick it up, and never notice what other brands are on the shelf or what the prices of other brands are. How is it that the generic model above works differently in this second scenario? Why does it work differently? Why would we generally need the ministrations of a sales person in the sale of a car, but we generally do not need the help of a salesperson in the purchase of orange juice? How can the marketer of orange juice get a consumer like you to exert more effort into information search or to consider alternative products? How is it that the marketer of your brand got you to ignore alternative competing brands? What is the involvement of salespeople in sales promotions that might be associated with products such as orange juice? Consumer behavior researchers are not so interested in studying the validity of the above generic model, but are more interested in various factors that influence how such a model might work and what are the factors, which influenced consumer-buying behavior.

INFLUENCES ON THE GENERIC MODEL External Group e.g., cultural, family, reference group influence Environmental / situational

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Internal

e.g., time of day, temperature and humidity, etc.

Lifestyle, personality, decision-making process, motivation etc. GROUP INFLUENCES ON CONSUMER BEHAVIOR Culture The set of basic values, beliefs, norms, and associated behaviors that are learned by a member of society. Note that culture is something that is learned and that it has a relatively long lasting effect on the behaviors of an individual. As an example of cultural influences, consider how the salesperson in an automobile showroom in the U.S. must react to different couples that are considering the purchase of a car. In some subculture, the husband will play a dominant role in the purchase decision; in others, the wife will play a more dominant role.

Social Class A group of individuals with similar social rank, based on such factors are occupation, education, and wealth. Reference Groups Groups, often temporary, that affects a persons values, attitude, or behaviors. E.g., your behaviors around colleagues at work or friends at school are probably different from your behaviors around

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your parents, no matter your age or stage in the family cycle.

Opinion leader A person within a reference group who exerts influence on others because of special skills, knowledge, personality, etc. Family A group of people related by blood, marriage, or other socially approved relationship.

INTERNAL INFLUENCES ON CONSUMER BEHAVIOR Personality A persons distinguishes psychological characteristics that lead to relatively consistent and lasting responses to stimuli in the environment. We are each unique as individuals, and we each respond differently as consumers. For example, some people are optimizers who will keep shopping until they are certain that they have found the best price for a particular item, while other people are satisfiers who will stop shopping when they believe that they have found something that is good enough. If you are

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a salesperson in a retail shoe store, how might you work differently with these two personalities? Lifestyle and Psychographics Lifestyle is a pattern of living expressed through a persons activities, interests, and opinions. Psychographics is a technique for measuring personality and lifestyles to developing lifestyle classifications. Motivation: multiple motives Consumers usually have multiple motives for particular behaviors. These can be a combination of: Manifest Known to the person and freely admitted Latent Unknown to the person or the person Involvement has to do with an individuals
Intensity of interest in a product and the Importance of the product for that person

The purchase of a car is much more risky than the purchase of a quart of orange juice, and therefore presents a higher involvement situation. This modifies the way that the generic model works.

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As involvement increases, consumers have greater motivation to comprehend purchase. TYPES OF CONSUME PROBLEM-SOLVING PROCESSES Routine problem Used when buying frequently purchased, low cost items Used when little search/decision effort is needed E.g., buying a quart of orange juice once per week and elaborate on information salient to the

Limited problem solving Used when products are occasionally purchased Used when information is needed about an unfamiliar product in a familiar product category Extended problem solving Used when product is unfamiliar, expensive, or infrequently purchased E.g., buying a new car once every five years POST-PURCHASE CONSUMER BEHAVIOR Satisfaction

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After the sale, the buyer will likely feel either satisfied or dissatisfied. If the buyer believes that he received more in the exchange than what was paid, he might feel satisfied. If he believes that he received less in the exchange than what was paid, then he might feel dissatisfied. Dissatisfied buyers are not likely to return as customers and are not likely to send friends, relatives and acquaintances. They are also more likely to be unhappy or even abusive when the product requires post-sale servicing, as when an automobile needs warranty maintenance.

PROBLEM FINDINGS

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Introduction
We started our business in Karnal (Haryana) way back in 1944. We made a beginning as a small retailer sourcing shoes from small local manufacturers. In 1948, we started manufacturing our own footwear. However, Liberty as a brand name came into existence in 1954. We catered mostly in domestic market in neighboring areas like Haryana, Himachal Pradesh, Punjab and some parts of Pakistan till 1964. Thereafter, export market caught our fancy and by 1968, we completely switched onto exports. And till 1983, we were 100% exported oriented unit in terms of sales. In 1983, we turned our attention towards domestic market again. We introduced a new technology of PU (Polyurethane) based sole shoes in the Indian market as we were exporting these kinds of shoes to our international customers. At the same time, the second generation of our family also entered the business. Target Market

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the premium segment does not offer volumes. The market up there is very small and there are too many players in fray. Therefore, in order to grow

by gaining in volumes, we have moved towards catering to the middle and upper-middle class segments, which offer a far higher off-take of footwear. Our advertising and promotion strategy over the years has consistently aimed at positioning Liberty as a complete family footwear brand. Initially, we focused on the upper class segment as our core target market. Later on, we shifted our attention towards the middle and upper-middle class segment also. Positioning Till few months back, the customers perceived Liberty as a comfortable, durable and great value for money brand. We are trying to enhance that perception by positioning Liberty as a more vibrant and contemporary brand too. The new positioning does not mean that we are moving away from the comfort, durability and value planks. Those will always be there associated with Liberty. So Liberty as an umbrella brand has become more fashionable in tune with the changed market needs now. Range offered by Liberty In 1991, we took a stock of the long-term view of our business and marketing strategy. Thereafter, the Liberty product range

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was divided into number of categories with their own subbranding under the umbrella Liberty brand .'Force 10', fashionable sports shoes (not

performance sports shoes) was the first sub-brand launched by us. We have 'Fortune' for men's Formal and 'Windsor' for executive range mostly for the people who are on the move. So we have three ranges in men's shoe category. We have 'Coolers' which is a sandal for both men and women. For women, we have 'Senorita' for more fashion conscious women and 'TipTop' for married women who looks for more comfort. Then we have 'Gliders' which caters to the entire family from 4-years to 50-years plus. It is positioned as a young brand. In Gliders, we have three categories - Glider C for children, Glider P for teenagers and Gliders A for adults. We also have 'Foot Fun' for children and 'Prefect' which is children's school shoe. We also have 'Warrior' which is a shoe for industrial applications with a safety benefit used primarily in factories and army. Besides these 10 sub-brands, we also have a brand called A-Ha which is a hawai chappal, catering to the lower class segment market. But A-Ha is not a sub-brand of Liberty as we do not cover it under our branding. Market Share of Liberty

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In terms of number of pairs, it is very difficult to analyze because 75% of the industry is in the unorganized sector. But according to certain Govt. agencies, India produces about 1.1 billion pairs of footwears. In value terms, the industry size should be around Rs.8,000 crore including exports. In the organized sector, we are second to Bata with a turnover of about 350 crores. How Liberty is Different I would say the brand personality of Liberty is different from other brands like Lakhani, Action etc. Unlike others, we are catering to the entire family. Bata is the only other company which offers the complete family range of footwear like us. Other players are catering to certain niche markets only such as Lakhani is more into rural segment or Action which is more into teenagers and kids only. So Liberty is catering to a very large segment of the market through its wide range of sub-brands whereas others are single brand entities. Role of Advertising We strongly believe that advertising for a brand is the fuel for the growth of the company. See, consumers react to the advertising which results in a demand for a brand translating into sales for the company. Thanks to our

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Advertising consistently over the years, Liberty has been perceived as a brand which is young, modern and offering new and international range of footwears. But in the last two years or so, we felt that ads irrespective of the TV, press or outdoor mediums were not adding any value so we toned down our ad spend.

Effect of Less Advertising Yes certainly, low visibility does affect the brand's share in the consumer's mind. But business was low and we tuned down the advertising to a minimal level. However, we took stock of the situation and as business has improved, we have again upped our ad budget. This financial year we plan to spend around Rs.12 crore on our advertising. We have changed our ad strategy also by opting for advertising in the peak seasons only instead of advertising through out the year. Even our advertising creatives have also undergone major change. Our ad campaign has become more youthful and catchy communicating the new fashionable appeal of Liberty brand in a more effective manner. Brand Loyalty We fare very well on the loyalty parameter among the customers, however, as I said earlier, in the last few years brand loyalty among Indian consumers has eroded and foreign brands/products

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are perceived to be better than Indian products/brands. But our experience shows that customers are now realizing that among the footwear products/brands Liberty is still the best brand in the country and Liberty customer loyalty is further improving.

Channels Well, we sell through 350 exclusive Liberty showrooms and more than 4000 multi brand stores spread all over India. But the retail stores are neither owned nor managed by us. Future Plans I think Indian consumer is now more aware of international trends and shopping standards as our markets are becoming an important part of the global market.

Being associated with exports for last more than 40 years, we have an advantage of providing international quality products to Indian consumers and in terms of technology and styling, we are not behindnternational trends. However, we do not provide international shopping experience to Indian consumers and therefore in the last 3-4 years, we have made conscious efforts to upgrade the standards of our retail outlets and we shall continue to do so to make the shopping enjoyable for the Indian consumers. Moreover we shall continue providing the latest high

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quality products to Indian consumers at affordable prices, which are not only comfortable but durable too.

Objective of research
My project objective was to analyze customers satisfaction level about Libertys various products. My project topic was Market potential and customer perception about Liberty shoes. A questionnaire was developed as the key research instrument. Questions related to all aspect of company and product like quality, price, value for price, performance etc was covered. Approximately 100 customers were surveyed of Delhi for their opinion and response about liberty shoes. Secondary data from companys brochure, website, and journals were also taken. Dealers of Karnal and Kurukshtra were also interviewed to get their opinion about liberty shoes Ltd. Major findings include that although company holds a very good reputation in the market, it failed to satisfy customers on many aspects.

Company is leveraging its brand equity in the market. Although the company offers very good product quality but slightly on a higher price,

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And designs of footwear are not up to the mark. Company is facing stiff competition from Action, woodland, Relexo, Lakhani and foreign brands like Reebok, Adidas, Nike, Bata, Red tape, Red chief and Lee cooper. Apart from that company can indulge in promotional activities in rural areas where market potential is really good.

Scope of the study

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Area: Different areas of Delhi had been covered during the study. Time: April first week of June of 2004. The study had been done between the last week of and the

Limitations

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Every project comes with a new challenge. And what is a challenge without difficulties. I also faced many difficulties while doing the project. And those situations gave me a learning, which would help me throughout my life. 1. I had to study the choice criteria to decide upon a branded shoe and accordingly prepare the competitive update, i.e. Liberty shoes VS other companies. I have got 25 days to complete the study. So, the time period was not such to have a comprehensive analysis. 2. Due to paucity of time, the sample size taken was small (100).

3. The sample may not give true picture about the entire population. 4. The result may have been influenced by the composition of the sample and use of non-probabilistic sampling technique.

5. The duration of the project was entirely the summer period.

The scorching heat of Delhi Summer made my fieldwork physically demanding. The people were generally very busy and so, it was really very difficult to get time from them to fill-up the questionnaires. Also, they were very reluctant to

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provide information which was very necessary for the purpose of the study. And those situations gave me a learning, which would help me throughout my life. 6. I had to study the choice criteria to decide upon a branded shoe and accordingly prepare the competitive update, i.e. Liberty shoes VS other companies. I have got 25 days to complete the study. So, the time period was not such to have a comprehensive analysis. 7. Due to paucity of time, the sample size taken was small (100). 8. The sample may not give true picture about the entire population. 9. The result may have been influenced by the composition of the sample and use of non-probabilistic sampling technique.

10.

The duration of the project was entirely the summer

period. The scorching heat of Delhi Summer made my fieldwork physically demanding.

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11.

The people were generally very busy and so, it was

really very difficult to get time from them to fill-up the questionnaires. Also, they were very reluctant to provide information which was very necessary for the purpose of the study.

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RESEARCH METHODOLOGY

MARKET RESEARCH METHODOLOGY


The methodology adopted for this market research is explained below:

Defining the research problem & objective


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Developing the research plan for collecting information Implementing the research plancollecting & analyzing data Interpreting & reporting the findings

The research methodology adopted was Descriptive in nature. The cross-sectional study has been used here. Information has been collected from a given sample of population only once. Also, the cross-sectional study is single in nature, because only one sample of respondents is drawn from the target population.

Data Collection
We have used a formal questionnaire to collect data. The survey had been done in two methods: telephonic interviewing and personal interviewing. Telephonic interviewing was traditional in nature and in-home personal interviewing was done.

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Questionnaire
We have used a questionnaire for data collection. The

questionnaire consists of questions that are judicious mix of both close-ended and open-ended questions. As the study was to study the choice criteria to decide upon a company for shoe purchase and accordingly prepare the competitive update, i.e. Liberty Vs others, hence open-ended questions were necessary to get the inner information. Still, we made it as simple as possible.

Sampling Technique
The sampling technique used was a mix of Convenient. That is, we used no probability sampling technique in which we chose a sample of convenient elements.

Sample Design

Sample Size: 400 Execution: The approach as straight forward in the Shoe store. I approached the customers directly and requested them to fill the questionnaire.

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DATA ANALYSIS & FINDINGS

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RESULT ANALYSIS
The result obtained and data analysis is based on the questions framed in the questionnaire. These questions are related to the attributes, characteristics and performances of Liberty shoes. Following are the questions used in deriving the customer satisfaction level. Q1: What were the reasons for selecting Liberty? Q2: Rating of overall attributes of the Liberty like Appearance Look Color Quality Usage Q3: Rating of various characteristics of Liberty shoe like Price

Durability Reliability Efficiency Performance Dealers behavior

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Q4: Are the customer satisfied with the efficiency? Q5: Are the customer satisfied with after sales services? Thus keeping all the above attributes in mind a sample of 400 customers was selected and then intervened personally. The result has been analyzed and tabulated from the next page.

Reasons for selecting Liberty.


In the questionnaire it was asked to the customer for what reasons they have purchased Liberty .The reasons may include price, reputed company, quality, utility, design. With the following graph we can obtain the results.

40 39 35 30 25 20 15 10 5
Reputated company Quality Design Utility

25 19 9 8
Price

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Thus it has been observed that most of the customers have purchased Liberty because of better quality. The percentage of customer bought Liberty because of better quality is39%.Utility is at the second priority among the customer surveyed 25%.The percentage of customers who with

purchases Liberty because of reputed company is19%.Price has been given least priority with 8% only .Thus the efficiency is the main criteria for the selection of Liberty.

Customer opinion about the overall attributes of the Liberty


With this question I come to know about customers opinion regarding various attributes of the tractor like appearance, color, quality and usage. 1. APPEARANCE

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The appearance of the shoe is based on the two derivates that is interesting and boring .The customers are required to give their opinion on these derivates whether the appearance is interesting or boring. This can be derived from the following graph

Very interesting 47% Very boring 7% Fairly boring 3% Neither 3%

Fairly interesting 40%

Appearance is very interesting while 40%finds it fairly interesting. Only 7%&3% of customers finds it very boring and fairly boring respectively .Only 3%of the customers finds it neither boring nor interesting .So it can be concluded that almost all of the customers are satisfied with the appearance of the shoes. 2. COLOUR COMBINATION
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With the help of this attribute we can analyze whether the customer are satisfied with the color of Liberty shoes produced by the company. Are they satisfied with the color combination of the shoe they have purchased? This attribute is based upon two criteria i.e. suitable and unsuitable. This can be analyzed with the help of the histogram. Suitable and unsuitable.

Very suitable

Fairly suitable

Neither

Fairly unsuitable

From the above histogram we conclude that majority of customers are satisfied with the color combination of their shoe.33% of customers found it very suitable whereas 37% of customer found it fairly suitable.13%of the customer found it neither suitable nor unsuitable.10% found it fairly unsuitable and 7% found it very unsuitable.

Very unsuitable

40 35 30 25 20 15 10 5 0

37 33

13

10

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3. QUALITY The quality of the shoe can be determined on the bases of the two derivates i.e. good and bad. The customers are asked to give their opinion whether the Libertys quality is good or bad. This can be analyzed with the help of the following pie chart.
Fairly good 37% Neither 14%

Fairly bad 10%

Very good 33%

very bad 6%

From the above graph it is concluded that maximum number of customer are satisfied with the quality of their shoe. 70%of the customer found the quality of their shoe, good in which 33%found the quality very good Whereas 37% found quality fairly good.14%found quality neither bad nor good.10%of the total customer found quality fairly bad nor 6%ofthe customers found quality very bad.

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Rate the characteristics of Liberty


It was asked by the customer to rate the various characteristics of Liberty on the scale of satisfied, average and dissatisfied. The characteristics are as follows: Price

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Durability Performance Efficiency Reliability Dealers behavior The above attributes are the main tools in analyzing the satisfaction level of the customer .with the help of chart and the graphs I have shown what the customers feel about shoe. In the upcoming pages each and every attribute is evaluated with the help of graphs. 1. PRICE Price is one of the main element of marketing, one always keep in mind about the price while purchasing the product. In the same way the company should also keep in mind the price of that product and

quote the price of the product in such a way so that the customer easily accept it. With the help of the following we can find whether Liberty has succeeded its customer with its price tag

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Average 13%

Dissatisfied 47%

Satisfied 40%

From the above graph we can see that only 40% of the customers are fully satisfied with the price of the tractor while 13% find it average. Majority of Customer i.e. 47% are not satisfied with the price. The majority of Customers are dissatisfied because the customers are mainly from rural markets and they find it quite hard to spend such an amount on the shoe. So it is difficult for them to afford the heavy prices of the shoe.

2. DURABILITY Durability of the shoe can be analyzed on the bases of the three derivates i.e. satisfied ,average and dissatisfied .with the help of

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the following graph we can find out whether the customer are satisfied with the durability of the shoe or not.

80 70 60 50 40 30 20 10

76

13

11
Dissatisfied

Satisfied

From the above graph we conclude that 76% customers are find the durability of the shoe satisfactory while13% customer finds the durability average .Only 11% customers are dissatisfied with durability.

Average

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3. RELIABILITY Reliability of the shoe should also be determined while analyzing the satisfaction level of the customer. This is also based on three derivatives as the above attributes are .with the help of the following graph we can find out whether the customers find

Average 25% Satisfied 60%

Dissatisfied 15%

Liberty reliable or not.

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From the above graph we may conclude that 60%of the customer find the Reliability of the shoe satisfactory while 25% of the customer find the reliability of the shoe average. Only 15% of the customers are dissatisfied with reliability of the shoe.

4. EFFECIENCY One of the characteristics of the any durable product is its

efficiency so is in a shoe .It was asked to the customers whether the shoes are efficient or not Efficient In this case also it can be analyzed on the bases of three derivatives i.e. satisfied, average and dissatisfied. With the help of the following graph we can find out what customer say about its efficiency.

Average 37%

Satisfied 48%

Dissatisfied 15%

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From the above graph we may conclude that 48% customer find the efficiency of the shoe satisfactory while 37% find it average. Only 15% customers are dissatisfied with the efficiency. 5. PERFORMANCE Performance of the shoe should also be measured while analyzing the satisfaction level o the customer following graph we may find out .With the help of the whether the customers are

satisfied with Libertys performance or not.

60 50 40 30 20 10 0 10 52

38

Satisfied

Average

dissatisfied

From the above graph we may conclude that majority of the customer are satisfied with the performance of the shoe. The percentage of the satisfied

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customer is 52%.38% customer found performance average whereas only 10% of the customers are dissatisfied with the performance 6. DEALER`S BEHAVIOUR One of the main components while determining satisfaction level is dealers behavior .Whether the dealer is maintaining proper relation or not. From the following graph we can find out whether retailers are satisfied with the dealer or not

20% Satisfied 10% 70% Average Dissatisfied

From the above graph we may conclude that majority of the retailers are dissatisfied with the dealers behaviour.20% retailers find the behavior satisfactory. while10% finds it average but 70% of the retailers are dissatisfied with the dealers behavior.

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ADVERTISING
Print Campaign

Liberty has tried to project itself as a brand of style. They made print campaigns with powerful one liners targeting each segment. For example in the first print campaign shown above they have targeted the youth in the age group of 14-24. They have targeted the youth in that phase of life in which they are undecided about where their life is heading, where their careers are headed and where they

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In the second print campaign they have used stylish models such as Nethra Ranganathan to represent style and fashion. They have targeted the urban Indian woman who is style and fashion conscious. They have also cited the importance of the correct kind of footwear.

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Liberty has targeted various segments like the school college going youth, the working mothers, the stylish urban woman and children. In the above print campaigns they have targeted children and the stylish office going male. They have portrayed the child as having her own identity. They have also portrayed the urban Indian working male as stylish and a winner in all he does. They have very beautifully used the psychographics of the segments.

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In each of their print advertisements they have portrayed Liberty as a brand used by individuals having a separate identity, whether it be the identity of a child or an urban Indian youth. Punch lines like Competition, Winning Edge, I have it all, Peer pressure? Boys? Every Step I take is very much me or Daddys eyes, Mummys nose, My shoes are just my own.

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ADVERTISING & PROMOTION


The marketing division takes aggressive promotional exercise throughout the year. Special marketing communication mix are devised for special occasions like Diwali, Id, Christmas etc. company promotes its products by adding value to the lifestyle and a part is the most important person at satisfying consumers A customer of the ambitions. It aims ever in this office.in esteem and self-actualization needs so that consumer can

What is a customer?

person or by mail.
product, the

Relate themselves with the company. However, for promotion of its main instrument of the company is its SHOWROOM POLICY. This policy we are dependentand A customer is not dependent on us aims at reaching more on more customers through Liberty showroom

him.

A customer is not an interruption of our work he is the purpose of it. We are not doing a favor by serving him. He is doing us a favor by giving us the opportunity to do so.

A customer is not someone to argue or match wins with. Nobody ever wins an argument with a customer.

A customer is a person who brings us his wants. It is our job to handle them profitably to him and to ourselves.

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Liberty Retail Revolutions Limited


In the elite shopping avenues of fashion capitals "Revolutions" has begun its walk. The fashion accessory and footwear stores have begun operations in Chennai, Bangalore , Mumbai, Kolkatta, Hyderabad, Indore, Lucknow, Delhi & NCR and Pune with upcoming Revolutions Stores in Noida, Chandigarh and Ahmedabad.These are company managed and owned outlets where the emphasis is to deliver high fashion to the customers backed by quality service making it a delightful shopping experience

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SWOT ANALYSIS
STRENGTH Established brand name. Wide Dealers network. Bondage between company and employees. Customers faith. Leaders in quality Economies of scale Infrastructure WEAKNESS After sales service like replacement of shoe is very poor. Price of products offered is not satisfactory. Company representative doesnt visit dealers frequently. Sustained growth rate

OPPURTUNITIES

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Have the opportunity of grabbing the market share through launching of new & wide range of products with new designs. Wide market in low price shoes as most population is financially weak in our country. Existing successful products of company. Increase sales by giving incentives to sales officers and dealers. Develop market sensitive product line. Globalization THREATS Cut throat Competition Due to lack of good design of products and good after sales service the company can lose their customer to other companies who provide good quality of product and after sales service. Competition for resources New entries in the market Unforeseen conditions.

LEARNING
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My summer training at Liberty shoes was a great learning experience. I was given a project on market research and sales. The project itself boasts me of a lot of learning. I learnt how to deal with people, how to convince them to give time. I had to give the impression that I was doing the project for academic purpose. So, it was not actually of any help to the people. So, I had to adopt different techniques at different places to get positive responses. Our strategy making skills were honed in this manner. Moreover the scorching heat sometimes made it almost impossible to carry out the fieldwork. Latter on we started looking out for the customers at the evening, so that I can easily ask them to fill the questionnaire. Another thing of great importance that I learnt during the course of the project is patience. As a researcher, the company as well as the respondent was my customer. I learnt that to deal with customers I need a great deal of patience. And it helps a lot to have patience while interacting with others. It shows through professionalism and makes a good impression.
Last but not the least, we have also learnt about the corporate culture. It was a great experience. It was a fabulous experience interacting with all the employees of the compa

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MARKET SEGMENTATION
Men's Range

ENGLISH SYSTEM English sizes are measured in inches. For e.g. size 8 would mean the foot measures 11 inches. Between two English sizes the difference in foot length is 1/3rd of an inch.

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FRENCH SYSTEM French sizes are measured in centimeters. For e.g. size 8 would mean the foot measures 27.91 cms. Between two French sizes the difference in foot length is 2/3rd of a centimeter.

CIS/MONDOPOINT SYSTEM Midpoint sizes are measured in millimeters. For e.g. size 8 would mean the foot measures 280 mm. Between two Midpoint sizes the difference in foot length is 10 millimeters. AMERICAN SYSTEM Add sizes to English sizes to arrive at the American size. For e.g. English size 8 equals American size 8 The table given below enables you to find out the length of your foot in inches, centimeters or millimeters by tallying with the corresponding International sizes. For e.g. English size 8 is equal to French size 42 & CIS size 280 which would mean the foot measures 11 inches or 27.91 centimeters.

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ENG 4 5 6 7 8 9 10 11 12

INCHES 9 2/3 10 10 1/3 10 2/3 11 11 1/3 11 2/3 12 12 1/3

FRENCH 37 38 39-40 40-41 42 43 44-45 46 47

CMS. 24.53 25.38 26.32 27.07 27.91 28.76 29.61 30.45 31.30

CIS 245 250 260 270 280 290 300 305 310

MMS. 245 250 260 270 280 290 300 305 310

Women's Range

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ENGLISH SYSTEM English sizes are measured in inches. For e.g. size 5 would mean the foot measures 10 inches. Between two English sizes the difference in foot length is 1/3rd of an inch. FRENCH SYSTEM French sizes are measured in centimeters. For e.g. size 5 would mean the foot measures 25.38 cms. Between two French sizes the difference in foot length is 2/3rd of a centimeter. CIS/MONDOPOINT SYSTEM
Midpoint sizes are measured in millimeters. For e.g. size 5 would mean the foot measures 250 mm. Between two Midpoint sizes the difference in foot length is 10 millimeters.

AMERICAN SYSTEM

Add 1 size to English sizes to arrive at the American size. For e.g. English size 5 equals American size 6.

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The table given below enables you to find out the length of your foot in inches, centimeters or millimeters by tallying with the corresponding International sizes. For e.g. English size 5 is equal to French size 38 & CIS size 250 which would mean the foot measures 10 inches or 25.38 centimeters.

ENG 2 3 4

INCHES 9 9 1/3 9 2/3

FRENCH 34 35-36 37

CMS. 22.84 23.68 24.53

CIS 230 240 245

MMS. 230 240 245

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5 6 7 8 9 10

10 10 1/3 10 2/3 11 11 1/3 11 2/3

38 39-40 40-41 42 43 44-45

25.38 26.22 27.07 27.91 28.76 29.61

250 260 270 280 290 300

250 260 270 280 290 300

Teenager's Range

ENGLISH SYSTEM
English sizes are measured in inches. For e.g. size 5 would mean the foot measures 10 inches. Between two English sizes the difference in foot length is 1/3rd of an inch.

FRENCH SYSTEM

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French sizes are measured in centimeters. For e.g. size 5 would mean the foot measures 25.38 cms. Between two French sizes the difference in foot length is 2/3rd of a centimeter. CIS/MONDOPOINT SYSTEM Midpoint sizes are measured in millimeters. For e.g. size 5 would mean the foot measures 250 mm. Between two Mondopoint sizes the difference in foot length is 10 millimeters

ENG 2 3 4 5 6 7

INCHES 9 9 1/3 9 2/3 10 10 1/3 10 2/3

FRENCH 34 35-36 37 38 39-40 40-41

CMS. 22.84 23.68 24.53 25.38 26.22 27.07

CIS 230 240 245 250 260 270

MMS. 230 240 245 250 260 270

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8 9 10

11 11 1/3 11 2/3

42 43 44-45

27.91 28.76 29.61

280 290 300

280 290 300

Kid's Range

ENGLISH SYSTEM English sizes are measured in inches. For e.g. size 10 would mean the foot measures 7 1/3 inches. Between two English sizes the difference in foot length is 1/3rd of an inch. FRENCH SYSTEM French sizes are measured in centimeters. For e.g. size 10 would mean the foot measures 18.61 cms. Between two French sizes the difference in foot length is 2/3rd of a centimeter. CIS/MONDOPOINT SYSTEM

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Midpoint sizes are measured in millimeters. For e.g. size 10 would mean the millimeters. foot measures 190 mm. Between two Midpoint sizes the difference in foot length is 10.

The table given below enables you to find out the length of your foot in inches, centimeters or millimeters by tallying with the corresponding International sizes. For e.g. English size 10 is equal to French size 28 & CIS size 190 which would mean the foot measures 7 1/3 inches or 18.61 centimeters. ENG 6 7 8 9 10 11 12 13 1 INCHES 6 6 1/3 6 2/3 7 7 1/3 7 2/3 8 8 1/3 8 2/3 FRENCH 23 24 25 26-27 28 29 30-31 32 33 CMS. 15.22 16.07 16.92 17.76 18.61 19.45 20.30 21.15 22.00 CIS 150 160 170 180 190 195 200 210 220 MMS. 150 160 170 180 190 195 200 210 220

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News and Cases


Liberty wants foreign link
Liberty Retail Revolution, subsidiary of leading footwear manufacturer, Liberty Shoes, is looking for a foreign partner to expand locally and overseas. Liberty Shoes to set up subsidiary in Dubai MUMBAI: Liberty Shoes Ltd on Monday said that it would set up a wholly owned subsidiary in Dubai for expanding the overseas presence of the company. Pantaloon to step into footwear retailing with Liberty PANTALOON Retail (India) Ltd (PRIL) and Liberty Shoes Ltd have entered into a joint venture to set up a chain of stores for footwear retailing and other accessories. From shoes to ceramics: Liberty moves on From leather to ceramics -- is there a link? You wouldn't think so, but Adarsh Gupta, executive director, Liberty Group, believes that all manufacturing activities are somewhat similar; since both ceramics and shoes cater to the lifestyle segment there is a common thread, he says.

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Liberty has got into the production of ceramic sanitary ware with trial production out last month. Rs 50 crore (Rs 500 million) in the next stage -- a lot will depend on how the company markets its products and what is the kind of advertising it wants to go in for. These questions should be answered once the new business shapes up.

Liberty White ware is being set up with an investment of Rs 50 crore, expandable to more than Rs 100 crore in three years

Ceramic Neemrana

vitreous

sanitary

ware

products

are

being

manufactured in a 72,000 square meter-plus plant in

The trial production at the plant commenced on September 14, 2005 and the final products are expected to reach the market in the ongoing festive season

Liberty has a targeted turnover of Rs 200 crore from the project in the fifth year of commercial operations According to estimates drawn up by Development Panel of Ceramics, the demand for ceramic sanitary ware is approximately 1,60,000 tones per annum, expected to rise to 2,58,000 tones by 2007

Pearl Academy, Liberty Shoes tie up PEARL Academy of Fashion and Liberty Shoes today announced a joint collaboration for design talent promotion and Continuum 2003 - the 10th anniversary celebrations of Pearl Academy

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LIBERTY LATEST ACHIEVMENTS

Liberty gets the Amity Corporate Excellence Award

Amity International Business School has accorded a special honor to Liberty Shoes Ltd. for outshining the competition with their distinct vision, innovation, competitiveness and sustenance.

Liberty Shoes wins the 2005 2006 Export Awards

The Council for Leather Exports has presented the plaque for non leather footwear exports as well as the brand promotion award for non leather footwear to Liberty Shoes Ltd.

The Revolutions Fashion Week

The Fashion week has a new venue. At the Revolutions Stores across the country the fashion week with a difference will unfold. In a unique offer some of the Footwear that will be showcased for the first time in India.

Things getting back to normal at Liberty

These have been trying times for all members of the Liberty family. But it is during times like these that our commitment to each other is proven. After all there is so much that we have achieved target.

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Pune in the grip of Revolutions

104

Revolutions Store, the flagship of Liberty Retail Revolutions Ltd., sparked off a new era in the countrys fashion scene while ushering in a novel trend in fashion retailing opens a retail outlet in PUNE.

New

Liberty

Polyurethane

Plant

coming

up

at

Roorkee in Uttaranchal Liberty Shoes is ramping up capacity to meet the demands of Reebok and Nike in the domestic market and Wal-Mart in the US market. Towards this end a new plant is coming up at Roorkee in Uttaranchal.

Udyog Rattan Award for Mr. Adesh Gupta

Institute of Economic Studies presented Mr. Adarsh Gupta, CEO of Liberty Shoes Limited with the Udyog Rattan Award at a special function at the India Habitat Centre, Lodhi Road, and New Delhi on the 10th.

Liberty at Lakme Fashion Week, 2006 Liberty GenNext Show

Liberty Shoes will be the title sponsor for the GenNext Show, a unique concept where six promising designers will showcase their collections at the inaugural.

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Revolutions store opened at TDI Mall, Rajouri garden, New Delhi on March 3, 2005

The latest Revolutions Store opened at TDI Mall, Rajouri Garden, and New Delhi on March 3, 2006 with a spectacular range of new designs that includes the much-coveted F collection.

Liberty Turning Brand India into a Global Fashion Statement

Incorporation of Liberty Foot Fashion (U.A.E.) L.L.C., 100% subsidiary company at Dubai.

Revolutions Store opened at Shipra Mall, Ghaziabad on January 15, 2006

Revolutions store opens in Indore

The Revolutions Rage Continues Revolutions Store, the flagship of Liberty Retail Revolutions Ltd., sparked off a new era in the countrys fashion scene while ushering in a novel trend in fashion remark.

Montage wins "Image Fashion Awards 2004"

It is only natural that a magazine that is all about fashion and style facilitates the very best through awards. But it is also equally nerve wrecking to guess who the winner would be. Such was the montage.

Liberty Shoes to consider Bonus for shareholders!


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The Board of Directors at Liberty Shoes Limited meet on 18th July, 2005 to take on record the Un-audited results of the 1st Quarter of June, 2005.

MAJOR FINDINGS

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The survey conducted has put forth many interesting findings in the market. Some of these are discussed as under: It has been observed that most of the customers were not aware with the quality and features of the product. New entrants in the market are pushing their product very aggressively. There marketing campaigns are very much effective and attractive.

Customers usually add his shoe with his lifestyle as now they dont want to purchase one shoe for all the occasion. Design of Libertys product is not that much effective. People find that other competitors design and color combination is quite impressive.

Most of the consumers were satisfied with the products raw material quality and its performance as Libertys shoes are known as a durable product. Most of the retailers were not satisfied with the dealers behavior. They said that company should give emphasis on developing and managing an efficient and broad distribution system.

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According to retailers, company does not understand the importance of distribution system. Due to that retailers are turning towards other companies for stock to sale. According to survey, price does not matter much while making a purchase decision. On the utility front, Liberty score high. It has a very good usability. Consumers are very much satisfied with quality of the product.

RECOMMENDATIONS
MAJOR RECOMMENDATIONS
The survey conducted has put forth many interesting findings in the market. On the basis of these findings we can recommend following suggestions. The market is, by and large, unaware about the features and quality of the products of liberty.

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A special marketing campaign should be started in the unexplored regions where company does not have its reach. Company can exercise separate product mix, marketing mix and a differentiated marketing communication mix for the marketing campaign. The company has the option of reducing the cost of production, so that the price sensitive consumer can also be covered by the effective marketing strategy. Company should concentrate more on advertisements and sales promotions through different media. There is enough demand in rural areas for liberty products. After liberalization, standard of living and purchasing power of rural people is on the rise. There s a great scope in rural market as compared to the urban markets because major portion of urban market is already saturated. By adopting an appropriate rural-marketing strategy, the liberty shoe limited can push up sales up to a great extant. Companys advertisements are not very attractive.

Company should make them more interesting and effective.

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CONCLUSION
This project is based on the study of Customer perception and market potential about LIBERTY SHOES. The market of Liberty is prosperous & customer perception about it is good. Major findings include that although company holds a very good reputation in the market, it failed to satisfy customers on few aspects. Although the company offers very good product quality but slightly on a higher price, and few problems like unattractive designs, low customer preferences in comparison with MNCs like Nike, Reebok, bad color combination, effective presence only in northern part of the country are few problems with the Liberty. Lack of good advertising & promotional Strategies has made Liberty to fall little low in the number game. The company should improve the technology and designing process according to latest fashion and trends in the apparels market. Company is facing stiff competition from Action, Lakhani, Bata, Red Tape, Lee cooper Red Chief, Nike, Adidas, Reebok. Apart from that company can indulge in promotional activities in rural areas where market potential is really good.

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BIBLIOGRAPHY
Marketing management Kotler Philip Statistical method-Gupta S.P Research methodology-Kothari-C.R Footwear Digest Footwear and leather Fashion World footwear Companys Handouts & Bulletins.

www.libertyshoes.com www.google.com

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APPENDIX

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QUESTIONNAIRE

Questionnaire (1) What is your age? (15-25) (25-40) (40-55) (Over 55) (2) Occupation? Student Professional Service man Business Where do you buy your shoes? (4) What type of footwear you prefer to buy? Leather Shoe Sports Shoes Sandal Chappal Belly (5) Which type of shoes you prefer to buy?

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Branded Local made (6) If branded, which brand most appeal you?

(7) Rank these Indian brands as per your perception? Action Adidas Lee cooper

SSNike

Red tape Reebok Bata Lakhani Liberty Woodland (8) Rating of overall attributes of the Liberty like

Sates . Average unsatis satis. satis. unsatis. Average satis. satis. unsatis Average Average Average Appearance

Color unsatis

satis.

Quality Look

Average

Usage Price unsatis Durability unsatis

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Reliability unsatis Efficiency unsatis Performance unsatis

satis. satis. satis.

Average Average Average

(9) Which is the best brand in your view? Leather Sports _________________________ __________________________

(10)What things you see before purchasing a shoe? Price Quality Brand Name Design Previous Experience (11)Have you ever use liberty footwear? (12) What are the main things you like about liberty?

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