liberty market str. & brand promotion vishal
TRANSCRIPT
A RESEARCH REPORT
ON
MARKET STRATEGIES MARKET STRATEGIES & &
BRAND PROMOTION BRAND PROMOTION OF OF
Project report submitted for the partial fulfillment of the degree of
MASTER OF BUSINESS ADMINSTRATION
Submitted to: Submitted
by:Mr.Mayank Pandey Vishal
Kumar Gupta(Lecturer) Roll No-
0928670049
1
DADRI G.B.NAGAR (U.P.)
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 Mr. J.R. Dikshit
( project Guide) (H.O.D. MBA)
2
A cknowledgement
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.
3
VISHAL KUMAR GUPTAMBA IV SEMESTER
4
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
5
Preface
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 spore
ts and athletic shoes and nearly 95 million pairs of shoes
and boots. The segment is dominated by men’s footwear,
and there are not more than three women’s brands known
nationally.
Footwear market is estimated at 550 million pairs, of which 450 million
pairs are in the form of casual footwear, such India’s 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%.
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Both Bata and Liberty have launched international brands in India through
tie-ups: Bata with Hush Puppies, Liberty with Burberry’s. 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.
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TABLE OF CONTENTS
EXECUTIVE SUMMARY 9 INTRODUCTION 10-16
COMPANY PROFILE 17-31
PRODUCT RANGE 32-42
MARKETING : BASIC FUNDAMENTALS 43-45
CONSUMER BEHAVIOUR 46-52
PROBLEM FINDINGS 53-59
OBJECTIVE RESEARCH 60-62
LIMITATIONS 63-65
RESEARCH METHODOLOGY 66-69
DATA ANALYSIS 70-77
RATE THE CHARACTERISTICS OF LIBERTY 78-84
- Advertising 85-90- Liberty Retail Revolution Limited 91
SWOT ANALYSIS 92-93
LEARNING 94-95
MARKETING SEGMENTATION 96-105
NEWS & CASES 106-107
LIBERTY LATEST ACHIEVEMENTS 108-112
FINDINGS 113-114
RECOMMENDATIONS 115-116
CONCLUSION 117
BIBLIOGRAPHY 118
APPENDIX 119-122
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EXECUTIVE SUMMARY
Footwear market is estimated at 550 million pairs, of which 450
million pairs are in the form of casual footwear, such India’s
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%.
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INTRODUCTIO
N
10
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 men’s footwear, and there are not more than three
women’s brands known nationally.
Women’s 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 non-
leather soles, and
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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
22 % in the non-leather sole segment. Exports constitute 30% of
Liberty’s sales. Both Bata and Liberty have launched
international brands in India through tie-ups: Bata with Hush
Puppies, Liberty with Burberry’s.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.
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The following table indicates concentration of units in various parts of
the country:
Large &
Medium
Scale
SSI Household
Tamil Nadu 64 31 7
Delhi & up
North4 8 2
Agra, Kanpur 9 34 14
Calcutta 1 3 19
Bangalore 6 3 4
Mumbai 3 11
Others 13 10 3
The estimated annual footwear production capacity in 1999 is
nearly 1736 million pairs (776 million pairs of leather footwear
and 960 million pairs of non-leather footwear).
Region-wise share of total estimated capacities is as follows:
Region Leather Non- Leather Leather Non
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Shoes leather
Shoes
Shoe
UppersSandals
Leather
Sandals
Percentage
Tamil Nadu 26 5 54 1 0
Delhi & up
North10 77 4 1 60
Agra, Kanpur 45 0 32 62 0
Calcutta 12 0 2 3 0
Bangalore 3 3 4 0 0
Mumbai 4 2 1 32 0
Others 0 13 3 1 40
Total 100 100 100 100 100
Shoes manufactured in India wear brand names like Florsheim,
Gabor, Clarks, Salamander and St. Micheal’s. As part of its effort
to play a lead role in the global trade, the Indian leather industry
is focusing on key deliverables of innovative design, consistently
superior quality and unfailing delivery schedules. India in itself
has a huge domestic market, which is largely untapped.The
Indian footwear industry is provided with institutional
infrastructure support through premier institutions like
Central Leather Research Institute, Chennai, Footwear Design &
Development Institute, Noida, National Institute of Fashion
Technology, New Delhi, etc in the areas of technological
development, design and product development and human
resource development.
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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 HistoryIt 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.
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Anupam Bansal
Director
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
25
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
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creativity. 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
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PVC soles as well as leather soles, shoes for both sexes as well
as booties for ladies.
Karnal, Haryana (124 k.m. from Delhi)
Liberty’s 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
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This new Humantech center makes Cement Last Construction
footwear as well as the comfort range of sandals for ladies. It
will 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.
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Care has been taken to create a specific identity for each brand and to
provide the latest international designs.
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 men’s 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 men’s formal and casual shoes in Leather from the
House of Liberty. These shoes, meant for today’s 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”
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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
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
“What’s life without a little comfort?”
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Tiptopp caters to providing comfortable and fashionable women’s 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.
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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”
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
1950’s. The marketing concept holds the key to achieving
organizational goals consists of being more effective than
competitors in integrating marketing activities toward
determining and satisfying the needs and wants of target
markets
The marketing concept has been expressed in man colorful
ways.
“Meeting needs profitably.”
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“Find wants and fills them.”
“Love the customer, not the product.”
“Have it your way.”
“You’re the boss.”
“Putting people first.”
“Partners for profit.”
INTEGRATED MARKETING
When all company’s department work together to serve the
customer’s interest, the result is integrated marketing.
Integrated marketing works on two levels. First, the various
marketing 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 organization’s
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 consumer’s and the society’s well being.
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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.
CONSUMER BEHAVIOUR
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Consumer Buying Behavior
The decision processes and acts of final household consumers associated
with evaluating, buying, consuming, and discarding products for personal
consumption.
Consider the purchase of an automobile. You generally will not consider
different options until some event triggers a need, such as a problem
needing potentially expensive repair. Once this need has put you “on the
market”, you begin to ask your friends for recommendations regarding
dealerships and car models. After visiting several dealerships, you test
drive several models and finally decide on a particular model. After picking
up your new car, you have doubts on the way home, wondering if you can
afford the monthly payments, but then begin to wonder if instead you
should have purchased a more expensive but potentially more reliable
model. Over the next five years, the car has several unexpected
breakdowns that lead you to want to purchase a different brand, but you
have been very happy with the services of the local dealership and decide
to again purchase your next car there.
In this particular case, the following generic model of consumer decision-
making appears to hold:
========> Need recognition
=========> Information search
==========> Evaluation of alternatives
==========> Purchase decision
==========> Post purchase behavior
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
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- e.g., cultural, family, reference group influence
Environmental / situational
- e.g., time of day, temperature and humidity, etc.
Internal
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
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Groups, often temporary, that affects a person’s values, attitude,
or behaviors.
E.g., your behaviors around colleagues at work or friends at
school are probably different from your behaviors around 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 person’s 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
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people are “satisfiers” who will stop shopping when they believe
that they have found something that is “good enough. “If you are
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 person’s
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 individual’s
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 and elaborate on information salient to the
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
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
52
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
53
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
54
was divided into number of categories with their own sub-
branding 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 'Tip-
Top' 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 footwear’s. 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
56
Advertising consistently over the years, Liberty has been
perceived as a brand which is young, modern and offering new
and international range of footwear’s. 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 creative’s 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
57
brands/products 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
58
consumers. Moreover we shall continue providing the latest high
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 customer’s satisfaction level
about Liberty’s 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
company’s 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.
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Company is leveraging its brand equity in the market. Although
the company offers very good product quality but slightly on a
higher price,
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.
60
Scope of the study
Area: Different areas of Delhi had been covered during the
study.
Time: The study had been done between the last week of
April and the
first week of June of 2004.
61
Limitations
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
62
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 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.
63
10. The duration of the project was entirely the summer
period. The scorching heat of Delhi Summer made my fieldwork
physically demanding.
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.
64
RESEARCH
METHODOLOG
Y
MARKET RESEARCH METHODOLOGY
The methodology adopted for this market research is explained
below:
65
Defining the research problem &
objective
Developing the research plan for
collecting information
Implementing the research plan-
collecting & 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.
66
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.
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
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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
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.
69
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
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.
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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.
Thus it has been observed that most of the customer’s 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 with
25%.The percentage of customers who
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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 customer’s opinion
regarding various attributes of the tractor like appearance,
color, quality and usage.
1. APPEARANCE
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
72
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
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.
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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.
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 Liberty’s quality is good or bad. This
can be analyzed with the help of the following pie chart.
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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
Durability
Performance
Efficiency
Reliability
Dealer’s behavior
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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
77
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.
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.
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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
Liberty reliable or not.
80
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.
81
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 .With the help of
the following graph we may find out whether the customers are
satisfied with Liberty’s performance or not.
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 dealer’s 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
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
dealer’s 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
‘Daddy’s eyes, Mummy’s 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 of the ambitions. It aims at satisfying consumer’s
esteem and self-actualization needs so that consumer can
Relate themselves with the company. However, for promotion of
its product, the main instrument of the company is its
“SHOWROOM POLICY”. This policy aims at reaching more and
more customers through Liberty showroom
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What is a customer?
A customer is the most important person ever in this office…….in
person or by mail.
A customer is not dependent on us ……… we are dependent on
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.
89
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.
Customer’s 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 doesn’t 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.
FRENCH SYSTEM
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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 ½ sizes to English sizes to arrive at the American size. For
e.g. English size 8 equals American size 8½
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.
95
ENG INCHES FRENCH CMS. CIS MMS.
4 9 2/3 37 24.53 245 245
5 10 38 25.38 250 250
6 10 1/3 39-40 26.32 260 260
7 10 2/3 40-41 27.07 270 270
8 11 42 27.91 280 280
9 11 1/3 43 28.76 290 290
10 11 2/3 44-45 29.61 300 300
11 12 46 30.45 305 305
12 12 1/3 47 31.30 310 310
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 1½ size to English sizes to arrive at the American size. For
e.g. English size 5 equals American size 6½.
97
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 INCHES FRENCH CMS. CIS MMS.
2 9 34 22.84 230 230
3 9 1/3 35-36 23.68 240 240
4 9 2/3 37 24.53 245 245
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5 10 38 25.38 250 250
6 10 1/3 39-40 26.22 260 260
7 10 2/3 40-41 27.07 270 270
8 11 42 27.91 280 280
9 11 1/3 43 28.76 290 290
10 11 2/3 44-45 29.61 300 300
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
99
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 INCHES FRENCH CMS. CIS MMS.
2 9 34 22.84 230 230
3 9 1/3 35-36 23.68 240 240
4 9 2/3 37 24.53 245 245
5 10 38 25.38 250 250
6 10 1/3 39-40 26.22 260 260
7 10 2/3 40-41 27.07 270 270
100
8 11 42 27.91 280 280
9 11 1/3 43 28.76 290 290
10 11 2/3 44-45 29.61 300 300
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 INCHES FRENCH CMS. CIS MMS.
6 6 23 15.22 150 150
7 6 1/3 24 16.07 160 160
8 6 2/3 25 16.92 170 170
9 7 26-27 17.76 180 180
10 7 1/3 28 18.61 190 190
11 7 2/3 29 19.45 195 195
12 8 30-31 20.30 200 200
13 8 1/3 32 21.15 210 210
1 8 2/3 33 22.00 220 220
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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.
Liberty has got into the production of ceramic sanitary ware
with trial production out last month. Rs 50 crore (Rs 500 million)
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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 vitreous sanitary ware products are being
manufactured in a 72,000 square meter-plus plant in
Neemrana
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
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Revolutions Store, the flagship of Liberty Retail Revolutions Ltd.,
sparked off a new era in the country’s 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.
Revolutions store opened at TDI Mall, Rajouri garden,
New Delhi on March 3, 2005
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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
country’s 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 don’t want to purchase one shoe for all the occasion.
Design of Liberty’s product is not that much effective.
People find that other competitor’s design and color
combination is quite impressive.
Most of the consumers were satisfied with the product’s
raw material quality and its performance as Liberty’s shoes
are known as a durable product.
Most of the retailers were not satisfied with the dealer’s
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.
RECOMMENDATION
S 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.
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The market is, by and large, unaware about the features
and quality of the products of liberty.
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.
Company’s 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 MNC’s
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
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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.
BIBLIOGRAPHY Marketing management –Kotler Philip
Statistical method-Gupta S.P
Research methodology-Kothari-C.R
Footwear Digest
Footwear and leather Fashion
World footwear
Company’s Handouts & Bulletins.
www.libertyshoes.com
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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?
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Leather Shoe
Sports Shoes
Sandal
Chappal
Belly
(5) Which type of shoes you prefer to buy?
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
Color satis. Average unsatis
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Quality satis. Appearance satis. Average unsatis.
Look Average unsatis
Usage Price satis. Average unsatis
Durability satis. Average unsatis
Reliability satis. Average unsatis
Efficiency satis. Average unsatis
Performance satis. Average unsatis
(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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