2091. market potential and customer on about liberty shoes

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DECLARATION I, Sandeep Singh Bhati hereby declare that I have carried out project report on the topic “MARKET POTENTIAL AND CUSTOMER PERSPECTION ABOUT LIBERTY SHOES”. I further declare that this project is my original work and no part of this report have been published or submitted to anybody or university. Date: Place: (Sandeep Singh Bhati)

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Page 1: 2091. Market Potential and Customer on About Liberty Shoes

DECLARATION

I, Sandeep Singh Bhati hereby declare that I have carried out project

report on the topic “MARKET POTENTIAL AND CUSTOMER PERSPECTION

ABOUT LIBERTY SHOES”.

I further declare that this project is my original work and no part of this

report have been published or submitted to anybody or university.

Date:

Place: (Sandeep Singh Bhati)

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ACKNOWLEDGEMENT

Current market is changing at a fast pace. No body knows what future

has fro him. With the changing market, tastes and preferences are changing

very rapidly. A company cannot work in each and every area. It has to identify

us a segment market and unfulfilled need set of customer. The market

potential of company depends upon identification of needs, wants and its

association with purchasing power.

The entire project would not have been possible without the guidance

and support of other people. I would therefore like to take the golden

opportunity of expressing my sincere and profound gratitude to all those

people who helped me throughout the project. I extend my cordial thanks to all

my friends who helped me to carry out my project work. I am extremely

grateful to Mr. Vivek Srivastava. Truly without her constant support and able

guidance it would have not been possible for me to complete this project.

(Sandeep Singh Bhati)

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HISTORY OFFOOTWEAR

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HISTORY OF FOOTWEAR & FOOTWEAR MANUFACTURING

The first foot covering was made by our primitive ancestors. The

covering was to protect their feet from jagged rocks, burning sands, rugged

terrains. Development shows that the importance of protecting the feet was

recognized. Egyptians Chiness and other civilization all contain references to

shoes.

The first shoe was made of plated grass or rawhide strapped to the feet.

The early Egyptians made some sandals from plaited papyrus leaves. It shows

that sandal making was recognized as an art, early in the history o that

country. Sandals are most generally worn type of footwear in many warm

countries, often ornamented and in form that is suitable to environment in

which it is worn. Sandals continued to be the same simple kind of footwear

worn in the early century.

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In Japan, sandals indicated the social status of the wearer by making

distinct sandals for imperial household, merchants and actors, and in fact, for

the whole range of vacations and professions. In Greece, one emphasized

design and beauty, while in Rome, they made it for military purpose to enable

their legions to travel on foot.

The moccasin protects the foot in cold countries. The outline of the

forepart is puckered seam with a string gathered and tied about the ankle.

Though all this development, little attention was devoted to fitting quality

and comfort. In Eurpoe, perfection in workmanship and styles seems to have

been sought in shoes rather than foot comfort and protection.

The most conspicuous design in the period was the peaked shoe or

crackow, with a toe so long that it made walking difficult. Till the late 1850,

shoes were made only on straight last without recognizing the left and right.

There were only two widths, the slim and the stout.

Up to 1850 shoes were made by hand tools, curved awl, and somke

tools were added such as pincers, lap stone hammer and variety of rubbin

sticks used for finishing edges and heels.

Efforts have been made to develop machinery or shoe production. They

had all failed and it remains or shoemaker in the United States to create the

first successful machinery for making successful shoes.

In 1845, the rolling machine was introduced which replace all the

previous tools used by hand shoemakers or pounding sole leather and

increasing wear by compacting the fibers.

In 1846, Elias Howe, invented the swing machine. This major invention

seems to have set up a chain reaction of research and development.

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In 1858, layman Blake, a shoe maker, invented a machine for swing the

sole o shoes to the upper. This was purchased by Gordon Mckey, who

improved the invention.

In 1875, a machine was developed or making different types o shoes,

known as Goodyear welt sewing machine, was developed underthe

management o Charles Goodyear Jr., son of the famous inventor o vulcanizing

rubber.

Invention continued, researched and progress was made. It requied

great sum of money to make one shoe making machine, but it finally paid off.

Today one lasting machine can last 1000 pairs or more of shoes in 8 hours a

day.

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HISTORY OF FOOTWEAR IN INDIA

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HISTORY OF FOOTWEAR IN INDIA

History of footwear is nearly 5,000 year old when Egypt started covering

the feet of the people who roam about with wooden chappals.

In India, in the ancient period, our ancestors, especially the rishies who

moved about in the forests, wore wooden chappals. There is a mention of king

Bharat putting forth before lord Ram a pair of shoes, crafted from wood and

coated with gold, when despite all requests, Ram refused to accept the throne

of Ayodha.

However, it is still a mystery as to when the use of footwear, in the form

of chappals, actually started in India. There is no reference of footwear in the

writings and picutures related with the Induas valley civilization. In the pictures

of men & women & seals recovered from the site, the feet of both mean and

women are seen bare.

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In the Rig-Veda, there is no mention of any covering for foot, but the

word “vatturinapad” gives a clue of the warriors wearing on the foot is

mentioned in the Yajurvedia and the chappals in the Atharveda.

Thus the use of footwear or chappals started around 1,500 B.C.,

approximately 3,500 years ago from now.

The upanah become quite popular during the period of Ramayana &

Mahabharata (circa 1,000 B.C.), the hides of lions, tigers, deer leopards etc

were being used for making upanah.

The Mahavagga, a Buddist religious treatise, of the 6th century B.C.

gives detailed information about upanah, classifying them into nine types of

shoes & chappalssuch as ‘Patbadh’ (keen high gum boots), ‘Ajvishan’ (made

of goat skin), ‘Maind-Vishan (made of sheep skin) etc.

During the Maryan period (3rd Centruey B.C.) many varieties of footwear

came into existence. The Greek historian Arrian writes that shoes made of

white leather were special with Indians and to increase height, Indians used to

wear shoes high heels.

During the Shunga period (2nd century B.C.) a class of shoe makers

came into existence. They had specialized in making shoes with good designs

and durability, in fashionable styles. These craftsmen were called ‘Charmkar’.

Their work was appreciated but social status was low.

The Kushan period was a golden era of footwear. The shakes,

parathions, Greeks and the Kushans belonging to the Chinese dynasty

brought themselves various designs and styles. A headless statue ofKanishka,

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made of red stone (1st century A.D.) has been recovered from Mathura where

he has shown wearing laced shoes.

In the Gupta period (4th to 6th century A.D.) the demand of footwear

increased greatly and the hides of cows, buffaloes, goats, sheep and wild

animals came into much use. Chappals and shoes of various heights (Up to

the heels, knee or thigh) were in use amongst people from all walks of life. On

their coins, Samudra Gupta and other Gupta kings are depicated wearing

shoes, decorated with flowers. In the paintings of the Ajanta caves, several

horse riders are shown wearing something like shoes.

FOOTWEARMANUFACTURING

PROCESS

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FOOTWEAR MANUFECTURING PROCESS

Footwear manufacturing process looks to be a very simple process for a

common man who has actually not gone through it. Infect, it involves so many

complicated processes and sub process which one can/t even think of. The

various operation involved in footwear manufacturing may differ from one item

to the other, depending upon the design, material, purpose etc. But, there are

some common operations which are designing, clicking, closing bottom

making and finishing. These may be summarized as follows:-

DESIGNING:

Designing is the first and foremost stage which decides the picture of

the product and process and how the end product will look like. Once the

design is finalized, there are two later stages which are:

PATTERN DEVELOPMENT:

The design which has been finalized on paper is now transferred on the

standard size o last (a metal, plastic or wooden mould in the shape o the oot

on which shoe is manufactured). After having the design, the sectional

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patterns are developed. Sectional patterns are various parts in the shape of

which leather components are cut to be assembled together. Like in a shirt

three are various components like, sleeves, pocket, collar etc. Similarly there

are various parts of a shoe for which patterns are developed. These patterns

are used to cut leather components and test their accuracy and fitness. Once

they give satisfactory results, they are taken to be as final.

This job of pattern development was commonly done by designers by

their own hands. But in the latest development, some big organizations have

adopted the CAD-CAM system. The various dimension o the last are

introduced to the computer. The computer then gives the output in the form of

sectional patterns for the desired designs. After finalizing them, they are cut on

the hard sheet by means of a pattern cutting machine.

GRADDING:

Grading is a process in which the patterns of standards size are

converted into various lower and upper sizes.

CLICKING OF MATERIAL:

This can be termed as the second stage of footwear manufacturing. This

includes selection of proper material, their cutting and preparing them or

further stages. Here, selection of material required mainly for natural material

such as leather because being a natural material, there may not be uniformity

in the product. So to get a proper quality and uniformity in the finished product,

selection is done. In some large organization, there are scientifically equipped

laboratories or proper testing and selection of almost all materials. Next comes

clicking.

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Clicking (or cutting) is the term used or cutting of materials in the

required shape. Mainly, the the upper and bottom materials such as sole,

insole, toe puff stiffeners are cut.

Traditionally, cutting is done manually by means of a curved metal blade

on a metal sheet. The sectional patterns which were developed in the

designing stage are converted and copied to make plastic or tin patterns.

While cutting, these patterns are placed on the material to be cut (say leather )

and the cutter moves the blade around the edges of the pattern to cut the

required component.

Today, the clicking machines have replaced this job. Clicking machines

may be big or small, depending upon whether the material is light or heavy.

This machine comprise of a pressure arm. The material required to be cut is

placed on the flat surface. Here metal dyes are used in place of sectional

patterns to be cut. The switch when pressed grings the pressure arm

downwards with force due to which the component is cut. Machine cutting is

very helpful where the cut component has to be very accurate as there may be

some possibility of slight variance. Another advantaged of clicking is that if

there are some perforations or punches in the design, they may be given in the

dye itself which punches.

Simultaneously while cutting Otherwise in hand cutting, punching is done later

by a hand puch and hammer.

PRINTING:

Due to the large number of components, there is always a possibility of

mixing up of various components with other sizes and articles. To avoid this,

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size number and design number are written on the back side of the component

to avoid mixing. This is done be means of a color pencil or wax crayon.

As modern method printing machines are used to print size, article

number etc. this machine contains various alphabets and heated characters

are pressed over it to give an impression.

INSOLE MOULDING

This is an operation not found in the hand process. This operation

moulds the insole exactly in the bottom shanpe of the last which facilitates

better shape formation.

CLOSING

This is an important stage which involves a number of complicated

operations. The material already clicked is the raw material here which is

assembled together to

be converted into upper. This involves various operations which are as under:

SKIVING

Skiving is an operation which is performed to remove some material of

the edges of a component. This is done to any bulk material where two

components are combined together. The width and thickness of the substance

removed may differ as per the purpose of skiving, i.e. for underlay, folding etc.

Skiving by hand is done by means of a long metal blade commonly

known as “Rampi”. This skilled worker moves the blade on the portion required

to be skived, with varying force depending upon the thickness of the material

to be removed.

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For mechanized skiving, a skiving machine is used. This machine has a

revolving blade and a grinder. The portions in a component to be showed are

inserted from one side and skived component come out from the other side.

There is no need to remove the blade to sharpen the edges as it gets

sharpened with the moving grinder. Another advantage of this machine is that

the width and thickness of the part to be removed can be set prior to operation

as per the requirement. This gives accuracy and required strength in the

component.

FOLDING

Folding as the word means is to turn and the edge to give the folded

edge, a more beautiful look. Folding in a footwear component is similar as it is

in a pant bottom. AS in pant, the bottom is turned and folded to hide the rough

edges and give a better look, similarly the raw edge to be folded and sticked.

There generally, the edge to be folded is skived prior to folding so as to

facilitate folding. To stick the turned portion, rubber adhesive mixed with water

is used.

Folding machines are a latest development which is not common even

in large manufacturing units. In this machine the synthetic adhesive which is in

crystal form is filled which melts in the heating chamber and comes from a thin

nozzle which spreads it on the required portion. A folding clip goes on turning

the portion and after a while when the molten adhesive solidifies the two

surfaces get permanently fixed sticked.

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LINING ATTACHEMENTS

Lining material may be leather, leather split, synthetic leathers, rexines,

textiles etc. by hand attachments adhesive is applied on the surface of the

lining material and upper material and they are fixed together and hammered.

In case of machine attachments a hot iron press is used. The lining

material used here is self coated with dry adhesive. When heated, this

adhesive melts and the two surfaces get attached together when the pressure

is exerted. Lining attachement by means of machine is time saving, simple and

the attachment is compact.

PUNCHING AND EYELATING

Punching here is meant for eyelet fitting. A round punch and an eyelet

setter are used for this purpose. The punch of the required size is kept on the

mark and hammered. An eyelet is inserted into this punch and fitted with an

eyelet setter. But in case of eyeleting machine, both the operations took place

in one stroke, i.e. as soon as the punch is made, the eyelet is inserted and

fitted.

TEMPORARY ASEMBLING OF COMPONENTS

At the stage, components are assembled together as and where

required, by means of adhesive. To facilitate the attachment, marks are made

on the components where the other component has to come. This gives more

accuracy.

STITCHING

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Stitching is an operation which can only be done by stitching machine,

whether in hand manufacturing or in machine manufacturing. The types of

machine may differ depending upon the type or purpose of stitch. There are

flat bed sewing machine, post bed sewing machine cylindrical bed sewing,

zigzag sewing machine, double needle machine, etc. earlier, the machines

were run by foot paddle, but now they are fitted with mechanical motor which

runs by electric power.

The latest developments in stitching machines are computer operated

stitching machines. The stitch lengths, point of stitch, speed etc are feeded

and the machine operates itself. These have got a very high speed and can

stitch hundreds of upper in a shift.

FINISHING

After the upper components are assembled together to give the shape

of upper. This upper is now ready to be send for next stage i.e. Bottom making

and finishing. But before that, the upper has to be finished, which means any

faults in the upper are either to b e removed or to be hidden. These include

removing any adhesive marks, scratches, dirt, extra threads etc.

BOTTOM MAKING & FINISHING

This is the last stage where the shoe is actually given its shape. This

includes a large number of manufacturing operations. These may be briefly

described as follows:

INSOLE ATTACHEMENTS

The molded insole is attached to the bottom of the last. By hand, it is

placed on the bottom and nailed at two or three points with the help of

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hammer. For this purpose, a stapling machine is used which inserts metal

staple with force as and wherever required.

INSERTION OF REINFORCEMENTS

At this stage, commonly two reinforcement materials are inserted. One

in the toe is known as toe puff and the one in the counter that is above the heel

portion, is known as stiffener. In the hand made process, there is a

reinforcement cut in the required shape, coated with adhesive and inserted

between the upper and lining material.

A solvent activated is also used. This material when dipped in the prescribed

solvent softens and becomes sticky. This is now inserted on drying it becomes

harnd and takes the required shape.

In case of machine operation, the reinforcement material is heat

activated plastic sheet of varying thickeness. The machine has two jobs to

perform. One is to activated the reinforcement sheet and secondly to mould it

in the required shape. The cut reinforcement material is inserted in the upper

and placed on the machine. This heated press comes down with force. Due to

its high temperature, the reinforcement material softens and sticks to the

upper. The high pressure moulds it in the required toe or heel portion.

UPPER CONDITIONIONG

Upper conditioning means making the upper moist and soft so that it

can be stretched and molded on the last easily. For this purpose, there are a

number of methods. These include dipping the upper in a bucket of water or

keeping them on the kettle which contains boiling water. The conditioning

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machine used for this purpose contains water jars. On heating, very hot steam

is relased and the upper gets moist and soft.

LASTING

Lasting is an operation which is most complicated and important at this

last stage. Lasting is generally performed in three stages, i.e. for part or toe

part lasting, seat or heel part lasting, and side lasting. Manually lasting is done

by means of iron pinches and nails. The worker doing this job, holds the last

tight between both his feet while sitting on the floor. He places the upper on

the last, holds the edges by means of pincers, pulls and stretches over the last

and inserts a nail so that the upper remains intact to the last. He keeps on

doing it at various points until the whole upper is lasted. This job can also be

done in a standing position where there is no need to hold the last by feet but it

is fixed in a jack placed over a table.

Today, in most of big manufacturing organization, lasting is done by

machines. This gives not only uniformity but also high speed of production. But

machine lasting is not done by a single machine, but is production. But

machine lasting is not done by a single machine, but is done by three different

machines. That is a different machine fore toe part, heel part and side lasting.

First of all, toe part lasting is done followed by heel part and then side. In the

lasting machine, hot melt adhesive is used which may either be polyester or

polyamide. But nails can also used in place of adhesive.

HEAT SETTING

The purpose of this operation is to heat the lasted upper so that- it takes

the shape of the last properly. In manual production, lasted uppers are simply

kept in sunlight for some hours. For mechanized production, there is a heat

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setting machine. In this machine, three is a heat chamber through which the

shoe is passed amidst hot air and steam. The temperature and duration of

exposure to heat depends upon the upper material.

REMOVEL OF CREASES

There may be chances that in lasting process there may occur creases

at any point in a shoe. To remove these creases, hot iron is applied due to

which the leather shrinks and the creases are removed. For this purpose, a hot

blower machine is used in mechanized production . This machine gives a very

hot blow of air on the affected are and the creases get removed.

SOLE ATTACHING

Sole attaching is done mainly in three stages, i.e. applicant of adhesive

on sole and on the bottom of shoe, activating the adhesive and sticking the

sole and sole pressing. Application of adhesive is generally done by hand

using a brush. In more modern setups these days, automatic application

machines are used. After applying the adhesive on the sole and shoe, it is kept

for some time to dry up. The shoe and sole are than kept in a heating even to

activate the adhesive and as it is activated, the sole is placed on the bottom

and sticked to it. The shoe is then placed on the sole pressing machine and

pressed hard so that it sticks hard

FINISHING

Finishing may involve a number of operations depending upon the type

and quality of shoe.But commonly, finishing means means cleaning the shoe

and then polishing it. Cleaning means removing the marks, dust, adhesive etc

on the shoe and on the sole. Polishing is done after coloring.

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In manual production, liquid polish of the color of the shoe is first applied

and brushed which gives shining to the shoe. In modern developments, spray

gun or spray chamber is used in which the color and polish in liquid form is

sprayed over the shoe to give it the required color and polish in liquid form is

sprayed over the shoe to give it the required colour and shine. Shoe making

operations come to almost and end here and the shoes are then sent for

inspection and packing

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Company ProfileLiberty Shoes Ltd.

INTRODUCTION

Liberty in India’s No. 1 footwear brand and the 5th largest footwear

manufacturer in the World. Liberty produces footwear for the entire family, right

from the toddlers to the young at heart. Liberty Footwear is the only Indian

company that is among the top 5 manufacturers of leather footwear of the

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world with a turnover in excess of U.S.$ 100 million. Producing more thant

60,00 pairs of footwear a day.

A range that is among the largest in the industry, covering virtually every

age group and income category. 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.

“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.

With people as its leitmotif, Liberty has for over 50 years, always stayed

in touch with the aspirations of every successive generation even as it

developed the largest range in the industry catering to every income bracket

and age segment. Using the patented ‘Humantech’ approach that combines

the best of talent with the latest in technology. From the price-conscious, value

for money seeking buyer to the trendy, global, price-indifferent customer from

the with it all attitude teenager to the conservative seen it all adult, just about

about every-body today finds a good reason for being in Liberty.

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Liberty is today consolidating and expanding its following form the

fashion alloys to the sidewalks with styles that compliment the newest most

happening trends. And also by turning footwear selling into a byword for

personalized service in an ambience of five star comforts. This can be

experienced in the hundreds of liberty five star showrooms and shoe stations

in India and abroad. But beyond that lies another but equally significant

involvement.

It’s all about making a difference in the lives of thousands of people all

over India by ensuring direct and indirect employment. Creating wealth

sharing prosperity, and generating progress. Fro Liberty, there can be no

greater honors than that and no bigger reason for walking tall.

Credo

To ensure that the method we use is the latest technology world over.

To follow the highest standards of honest workmanship in whatever we make.

To walk that extra mile to ensure customer satisfaction worldwide.

To remain a true cosmopolitan to the spritit.

To remain a great corporation to associate with, to work, for, to know that –

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“We are about People”

HISTORY

The liberty group is a success story of courage, determination, and

dedication. The group has built its empire from a small scale business

enterprise to one of the largest shoe manufacturer in India. Karnal based gupta

and bansal families (the founder of liberty group) have also pioneered in

fottwear export. The group has it own manufacturing facility in

LIBERTYPURAM (near Karnal) and three other in Gharunda (near panipat),

Karnal and in dehradun.

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Started shoe business at Karnal in 1944

Started manufacturing in 1946 with 4 pairs a day

Named as liberty footwear Co. in 1954

Set up semi-mechanized manufacturing unit in 164

Switched over to 100% exports in 1968

Re-entered domestic market in 1983

Liberty Shoes Limited, the public ltd. company of the group started

commercial production in 1993.

Today the group comprises of five firms namely, Liberty Footwear

Company, Liberty Enterprises, Liberty Leather, Liberty Group Marketing

Division, and Liberty Shoes Limited. The group has an annual turnover

of Rs. 400 crorer and anticipates a turnover of Rs. 500 crore by the year

2005. From a humble beginning 60 years back, Liberty has indeed

come a long way

MAJOR MILESTONES

Liberty has a number of firsts to its credits like:

Liberty has developed new material TPE (Thermo Plastic Elastomer) for high

quality formal footwear. This material has better properties than PVC or TPR

conventionally used for formal footwear.

It introduced EVA (Ethyl Viny1 Acetate) direct injection molding for the

first time in Asia. The EVA technology uses very light material and the

footwear is made with direct injection system. The footwear weights next to

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nothing and is very flexible providing maximum comfort. Liberty’s Gliders U

range is made with EVA technology.

Liberty has state-the-art production facilities to produce 50,00 pairs of

shoes per day. The group anticipates a production of 75, 000 pairs per day by

the year 2005.

PRODUCT DEVELOPMENT

Liberty is a pioneer in the area of R & D for footwear and has a number

of firsts to its credit.

2-way Channel partners of Liberty dig their feedback deep and

constantly, hammering the string of creative workmen at the manufacturing

centers to produce not just faceless shoes dancing down conveyer belts but

shoes with character. So the centers have poured 53 years of research and

continous flow of emotions to redefine the R & D center at Liberty the edge is a

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ertically integrated infrastructure with complete in-house manufacturing

capabilities including * Desma machines for PU Direct Injection, 6 lines for

cement lasted construction, 15 machines for PVC Direct Injection and 3

machines for EVA Injection. All the units are interlinked by a SAP computer

network facility, which ensures every order, is delivered in time.

Liberty is a technology driven company. ‘Humantech’- Liberty’s patented

technology is a combination of human craftsmanship and technological

excellence.

Liberty has production facilities at following locations:

Libertypuram, Haryana

Gharaunda, Haryana

Karnal, Haryana

Dehradoon, Uttaranchal

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PRODUCT RANGE

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 indentity for each brand and to

provide has latest international designs.

Today, the new range from Liberty is all about style, design, and

comfort. The range imbides 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 600,00 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 yeas 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

yea. In the price range of Rs. 295 to Rs. 899, Coolers are indeed.

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“Cool comfortable sandals”

Footfun has been created as an exclusive brand for children n in the

age group of 1 to 12 years. Children have their own peculiar requirements so

far as footwear is concerned. The Liberty Footfun addresses all concerns of

style, comfort, fitting as well as gives special emphasis to the flexiblility of the

footwear. Bright and vibrant colors are to the USP of the range and the

maintenance proof product add value for the children and parents alike.

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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 2,400.00 paris annually.

It conforms to the tag line.

Non Stop Fun

Fortune comprises of men’s formal and casual shoes in Leather from

the House of Liberty. These shoes, meant for toady’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

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prosperous. The Fortune collection produces 600,00 pairs of shoes every year.

In the price range of Rs. 850-1495, these shoes promises,

“It takes some men places”

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

Fortune

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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 paris of Gliders footwear are produced each year in the price range

of Rs. V125 to Rs. 1795. Gliders conform to the adage.

“Some things are just reight”

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

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most delicately brought out the latest designs for this brand. Ovwer 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”

Geo Sport exclusive professional sports shoes for 14-38 year olds; Geo

Sports is targeted at buddin and professional sportspersons. The shoes catr to

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niche of professional sportwear, 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

products line is available from Rs. 685-1195 and sells 4, 00,00 paris annually.

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Windsor provides casual and formal shoes for the young executive 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 paris 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”

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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“Good looks and provides lasting comfort”

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ADVERTISING AND PROMOTIONS

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

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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

showrooms.

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 dependent on us ------------ we are dependent on him.

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A customer is not an interruption of our work--------- he is the purpose of

it. We are not doing a favour by serving him …………… He is doing us a

favour 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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MARKETING

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,

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satisfaction, exchange, transaction, relationship, and networks, markets, and

marketers.

Marketing is a process exchanging products of value with other 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 fills them”

“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. Integrated marketing works on two levels.

First, the various marketing functions like sales force, advertising, products

management, marketing research and so on to work together. Second

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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 interest 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.

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CONSUMER BEHAVIOUR

Consumer Buying Behavior

The decision process and acts of final household consumers associated

with evaluating, buying, consuming, and discarding products for personal

consumption.

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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 mode. 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 year, 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 care 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 once per

week. You have a favorite brand of orange juice, you always go to the same

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

Internal

Lifestyle, personality, decision-making process, motivation

etc.

GROUP INLUENCES ON CONSUMER BEAHVIOR 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 saleperson in an automobile showroom in the

U.S. must react to different couples that are considering the purchase o 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 different 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

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they believe that they have found something that is “good enough” I 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 behaviour.

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.

TYPE OF CONSUME PROBLEM-SOLVING PROCESS

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. Disatisied 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.

MARKET RESEARCH METHODOLOGY

The methodology adopted for this market is explained below.

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Defining the research Problem & objection

Developing the research plan for collecting information

Implementation the research plan-collecting & analyzing data

Interpreting & reporting

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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. The cross-sectional study is single in

nature, because only one sample respondents is drawn from the target

population.

Scope of the study

Area: Different area of Delhi had been covered the study.

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 question were necessary to get inner

information. Still, we made it as simple as possible.

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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.

Q.1. What were the reasons for selecting Liberty?

Q.2. Rating of overall attributes of the Liberty like

Appearance

Look

Color

Quality

Usage

Q.3. Rating of various characteristics of Liberty shoe like.

Price

Durability

Reliability

Efficiency

Performance

Dealers behavior

Q.4. Are the customer satisfied with the efficiency?

Q.5. Are the Customer satisfied with after sales services?

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Thus keeping all the above attributes in mind a sample of 150

customers was selected and then intervened personally. The result has been

analyzed and tabulated from the next page.

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Q. 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.

41

2219

108

0

5

10

15

20

25

30

35

40

45

Quality Utility Reputatedcompany

Desin Price

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 is 41%. Utility is at second priority among the

customer surveyed with 22%. The percentage of customers who purchases

Liberty because of reputed company is 19% has been given least priority with

8% only. Thus the efficiency is the main criteria for the selection of Liberty.

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Q. Customer opinion about the overall attributes of the Liberty?

With this question I come to know about customer’s opinion regarding

various of the tractor appearance, color, quality and usage.

1. Appearance

The appearance of the shoe is based the two derivates that is

interesting and boring. The customers are required to give their opinion on

these derivates weather the appearance is interesting or boring. This can be

derived from the following graph.

Very interesting49%

Fairly interesting 35%

Very boring10%

Fairly boring3%

Neither 3%

From the above chart we can derive that majority of customer say that

appearance is interesting 49% of customer say that of the appearance is very

interesting while 35% finds it fairly interesting. Only 10% of customers finds it

very boring and fairly boring respectively. Only 3% of the customers finds it

newer boring the interesting. So it can be concluded that almost all of the

customers are satisfied with the appearance of the snocs.

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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? Thus

attribute is based upon two criteria i.e. suitable and unsuitable. This can be

analyzed with the help of the histogram suitable and unsuitable.

35

31

16

11

7

0

5

10

15

20

25

30

35

40

Very suitable Fairly suiable Neither Fairly unsuitable Very unsuitable

From the above histogram we conclude that majority of customer are

satisfy with the color combination of their shoe. 35% of customers found it very

suitable whereas 31% of customers found it fairly suitable 16% of the customer

found it neither nor unsuitable 11% found it fairly unsuitable and 7% found it

very unsuitable.

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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.

Fairly good, 39%

Very Good, 31%

Neither , 12%

Fairly bad, 11%

Very bad, 7%

From the above graph it is concluded that maximum number of

customer are satisfied with the quality of their shoe in which 39% found the

quality fairly good whereas 31% found quality very good 12% quality neither

bad nor good 11% of the total customer found quality fairly bad and 7% of the

customer found quality quality very bad.

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Q. 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

The above attributes are the tools in analyzing the satisfaction level of the

customer with the help of chart and the graph. I have shown what the

customer feels about shoe. In the upcoming pages each and every

attribute with the help of graphs.

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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.

Satisf ied , 40%

Dissatisf ied , 47%

Average , 13%

From the above graph we can see that only 40% of the customers are

fully satisfy with the price of the tractor while 13% find it average. Majority of

Customer i.e. 47% are not satisfy with the price. The majority of 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.

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DURABILITY

Durability of the shoe can be analyzed on the bases of the three

derivates i.e. satisfy average and dissatisfied with the help of the following

graph we can find out whether the customer are satisfied with the durability of

the shoe or not.

70

1812

0

10

20

30

40

50

60

70

80

Satisf ied Average Dissatisf ied

From the above graph we conclude that 70% customer are find

durability of the shoe satisfactory while 18% customer finds the durability

average. Only 12% customer are dissatisfied with durability.

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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 of the following

graph we can find Liberty reliable or not.

Satisfied , 60%

Average , 25%

Dissatisf ied , 15%

From the above graph we may conclude that 60% o the customer find

the reliability of the shoe satisfactory while 25% o the customer find the

reliability of the shoe average. Only 15% of the customers are dissatisfied with

reliability of the shoe.

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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 it can be analyzed on the bases o three derivatives i.e.

satisfied, average and dissatisfied. With the help o the following graph we can

find out what customer say about its efficiency.

Satisf ied46%

Average 39%

Dissatisf ied 15%

From the above graph we may conclude that 46% customer find the

efficiency of the shoe satisfactory while 39% find it average. Only 15%

customers are dissatisfied with the efficiency.

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PERFORMANCE

Performance of the shoe should also be measured while analyzing the

satisfaction level of the customer. With the help of the following graph we may

find out whether the customers are satisfy with Liberty’s performance or not.

0

10

20

30

40

50

60

Satisfied Avera 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

customer is 52%, 38% customer found performance average whereas only

10% of the customers are dissatisfied with the performance.

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DEALER’S BEHAOIOUR

One of the components while determining level is dealer’s behaviour.

Whether the dealer is maintaining proper relation or not. From the following we

can find out whether retailers are satisfy with the dealer or not.

67%

22%

11%

Dissatisfied

Satisfied

Average

From the above graph we may conclude that majority of the retailers are

dissatisfied with the dealers behaviour 22% retailers find the behaviour

satisfactory while 11% finds it average but 67% of the retailers are dissatisfied

with the dealer’s behaviour.

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MAJOR FINDINGS

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MAJOR FINDINGS:

The survey conducted has put forth many interesting in the market.

Some of these are discussed as under:-

New entrants in the market are pushing their product very aggressively.

There marketing compaings are very much effective and attractive.

It has been observed that most of the customers were not aware with

the quality and features of the product.

Design of Liberty’s product is not that mush effective. People find that

other competitor’s design and color combination is quite impressive.

Customers usually add his shoe with his lifestyle as now they don’t want

to purchase one shoe for all the occasion.

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 satisfy with dealer’s behaviour. They said

that company should give emphasis shoes are known as a durable

product.

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. In fact I saw products of other companies

for stock to sale. In fact I saw products of other companies stocked in

some of the liberty’s exclusive showroom.

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Most of retailers were not satisfy with the dealer’s behaviour. They said

that company should give emphasis on developing and managing an

efficient and broad distribution system.

According to survey, price does not matter while making purchase

decision.

On the utility front, liberty score high. It has a very good usability

Consumers are very much satisfy with quality of the product.

Major findings of this survey said that company is losing its position in the

market slightly. Still company has a very good prestige in the market.

Company can make full of that prestige but it has to do something special to

attract the customer.

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SUGGESTIONS & RECOMMENDATIONS

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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.

A special marketing campaign should be started in the unexplored

regions where company does not have its reach.

The market is, by and large, unaware about the features and quality of

the products of liberty.

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 can exercise separate product mix, marketing mix and a

differentiated marketing communication mix for the marketing campaign.

Company should concentrate more bn advertisements and sales

promotions through different media.

There is enough demand in rural areas for liberty products. After

liberalization, standard of living and purchasing poere of rural people is

on the rise. There is 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 o a great extan.

Company’s advertisements are not very attractive. Company should

make them more interesting and effective.

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SWOT ANALYSIS

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SWOT ANALYSIS

STRENGTH

Established brand name.

Bondage between company and employees.

Customer’s fith.

Wide Dealers network.

Economies of scale

Infrastructure

Leaders in quality

WEAKNESS

After sales service like replacement of shoe is very poor.

Company representative doesn’t visit dealers frequently.

Price of products offered is not satisfactory.

Sustained growth rate.

OPPURTUNITIES

Have the opportunity of grabbing the market share through lunching of

new & wide range of products with new designs.

Wide market in low price shoes as most population is financially weak in

our country.

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Existing successful products of company.

Increase sales by giving incentives to sales officers and dealers.

Develop market sensitive product line.

Globalizaion

THREATS

Cut throat Competition

Due to lack of good design of products and good after sales service th

company can lose hir customer to other companies who provide good

quality of product and after sales service.

Competition for resources

New entries in the market

Unforeseen conditions.

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CONCLUSION

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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 products

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 he 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 hat company can indulge in promotional

activities in rural areas where market potential is really good.

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LIMITATIONS

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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.

Due to paucity of time, the sample size taken was small (150).

The result may have been influenced by the composition of the sample

and use of non-probabilistic sampling technique.

I had to study the choice criteria to decide upon a branded shoe and

accordingly prepare he competitive update, i.e. Liberty shoes VS other

companies. I have got 25 days to complete the study. So, he time period

was not such to have a comprehensive analysis.

The people were generally very busy and so, it was really very difficult to

get time from them to fill-up the questionnaires. Also, hey were very

reluctant of provide information which was very necessary for the

purpose of the study.

The sample may not give true picture about the entire population.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

Marketing management – Kotler Philip

Research metholodgy-Kothari-C.R.

Footwear Digest

Footwear and leather Fashion

World footwear

www.libertyshoes.com

www.google.com

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APPENDIX

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Questionnaire

(1) What is your age /

(15-25)

(25-40)

(40-55)

(Over 55)

(2) Occupation ?

Student

Professional

Service man

Business

(3) What type of footwear you prefer to buy ?

Leather Shoe

Sports Shoes

Sandal

Chappal

Belly

(4) Which type of shoes you prefer to buy ?

Branded

Local made ]

(5) If branded, which brand most appeal you ?

(6) Rank these Indian brands as per your perception ?

Action

Adidas

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Lee cooper

Nike

Red tape

Reebok

Bata

Lakhani

Liberty

Woodland

(7) Rating of overall attributes of the Liberty like

Appearance saits. Average unsatis.

Look saits. Average unsatis.

Color satis. Average unsatis.

Quality satis. Aerage unsatis.

Usage Price satis. Aerage unsatis.

Durability satis. Aerage unsatis.

Reliability satis. Aerage unsatis.

Efficiency satis. Aerage unsatis

Performance satis. Aerage unsatis

(8) Which is the best brand in your view ?

Leather _________________________

Sports __________________________

(9) What things you see before purchasing a shoe ?

1- Price

2- Quality

3- Brand Name

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4- Design

5- Previous Experience

(10) Have you ever use liberty footwear ?

(11) What are the main things you like about liberty ?

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(12) What are the main drawbacks of liberty ?

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(13) Would you like to buy liberty again ?