akansha marketing term paper

8/8/2019 Akansha Marketing Term Paper

1/22

Term paper

OfMarketing management

Name of company and product- liberty

bags.

SUBMITTED T0:

Mr.manish rajput

Submitted by

Akanksha srivastava


2/22

ACKNOWLEDGEMENT

This report bears the imprint of many people and without their

support would not have existed.

First of all we would like to express our sincere indebtness and

profound sense of gratitude to our parents without their support in all

our endeavors we would not have been able to give this project its

present shape.

We acknowledge our deepest thank to Mr.Manish Rajput, for all his

guidance and encouragement which leads us all through this project.

Suggestions at all point of time are invaluable for us.

We would like to put on record our sincere gratitude to all our friendsfor giving us valuable ideas throughout our project.

THANK YOU

(AKANKSHA SRIVASTAVA)

Introduction


3/22

LIBERTY Company established in the year 1954 by

Mr.D.p gupta, Mr.P.D gupta and Mr.R.k bansal.

Liberty is leading a leading leather shoes brand and it

engaged is the manufacturing supplying and exporting ofthe same.

It is the only Indian leather shoes brand occupies 5th

ranking among the top shoes manufacturing company in

the world. But now it plans to introduce the various types

bags in the market for this sake it arranges the fund from

various financing activities and various operation in the

organization.

For this company have lot funds for introducing

The bags in the market to all the segment in the market

like student bags, tourists bags, laptop bags, domestic bags

etc.

Company profile:-

Liberty group started operation in 1954 and today

comprises five firms

Liberty footwear company

Liberty enterprise

Liberty leathers


4/22

Liberty group marketing division

Liberty shoes limited.

The group has annual turnover of Rs 500 crores

approx. liberty has its own studio for design and

development of footwear .it manufactures footwear

both for export and domestic markets. The company

has carved a name for itself in the international

market and is Indias largest exporter of footwear toGermany.

Liberty shoes limited the public company of the

group started commercial production in 1993 and is

the countries leading footwear manufactures today.

The company has state of the art production facilities

at libertypuram to manufacturer high quality

footwear and its contribution in liberty groups totalsale is over 30% and its rising steadily.

And it launches new brand in bags for convenience of

the peoples the company name is liberty bags India

ltd.

Mission:


5/22

The aim is to be the top BAGS Company in the

market. This does not just mean being the largest or

the most productive company in the market.

To set quality standards as benchmarks to beoverachieved every time.

To not deviate from path of orientation.

To constantly be open to change in world of

technology and ideologies.

Marketing objectives:-

The marketing objectives of Liberty bags are to increase

companys bag awareness among the target audience by 40

percent in a year. The co. is already a largest brand in shoes

making but our objective is to that co. Will also have a large

brand in bags manufacturing.

To accomplish these objectives the co.s aim to provide bestquality bags to its customers by using best quality material and

increase its sale to 20 percent in one year.

Delivery best quality bags to the customer.

Maintain a reputed public image.

Customer service of the highest order

Value for money for customers

Professionalism in carrying out business

Innovative products to cater to different needs of

different customers


6/22

Use of technology to improve service standards

Increasing market share.

Broke competition

Provide Best quality products.

Increase market share.

Increase sales through satisfaction.

The main objectives of study:-

Of the study is to make a comparative study of

the companys financial with that of the

competitors:-

To assess the liquidity of the concern.

To know the efficiency in the business

operations.

To evaluate the solvency of the business.

To measure the profitability and overall

performance of the concern.

Situation analysis:-

Industry analysis:-

Trends:-


7/22

At the present scenario the bags are comes at

different size colour and shapes. But we try to know

about present trends of bags like laptop bags, fashion

bags, leather bags, evening purse and luggage bags.It comes with awesome features such as stiletto heel

metal clasp, open pocket with leather pogo patch and

more. This will take care of your evening essentials

and you would be the envy of the ball. It costs $1,495

and is quite expensive, I must say.

The glamorous ladies out there are on a hunt for

magnificent and splendid hand bags to suit their life

style. The beautiful women who love to look smart

and stylish, know it very well that their fashion

statements would be extremely dull and lifeless

Without gorgeous hand bags to complement their

extra ordinarily couture silhouettes. Since we allKnow that the season of festivities is approaching fast,

almost all the fashion freaks are busy collecting elite

and glamorous pieces to adorn ourselves.

The style of this exclusive bag is too sophisticated and

fashionable also. It gives a feeling of princely

attitude, the moment you carry it. The royal navy

blue color infuses great life in this luxurious handbag.It dimensions are 8 *3. This would indeed be a

possession forever. The one, who carries this

handbag, will definitely have a reason to envied in her

fashion circle.


8/22

Competitors:-

There are many big companies; local and international are

involved in bag manufacturing. The company is creating a new

niche in the marketplace and therefore faces competition froma variety of sources. Liberty has already famous as a top brand

in shoes making so mostly people aware about the company it

can compete easily other bag manufacturing companies like:-

Addidas

Nike

Reebok

MAYUR INDUSTRIES

CALVIN HANDICRAFTS EXPORTS

GOODLUCK INDUSTRIES

AMERICAN TOURISTER

Customer profile:-

There are different types of bags for different types of users

like for male, female, children, professionals, tourists etc. There

is no specific geographic area is selected. The aim of liberty to

making bags to fulfill the need of every bag user group. Theschool bags for students, laptop bags for professionals,

messenger bags for men & women, travel bags for tourists so

liberty target on each group according to their needs and high


9/22

level & middle level income group which have above Rs 1 lakh

income per year are targeted group.

Technology:

If you want to make a good design bags you consider

lot of factors like present trends of bags what are the

likes and dislikes of the customers and the hand bags

is luxurious with an abundance of silk satin lining and

satin petals which makes it less luxurious and more

outlandish .you also could put a chain shoulder strip

when you need and the glamorous Italian handbags.

Swot analysis:-

S..STRENGTH

WWEAKNESS

OOPPOURTINITIES

T.THREAT

Strength:- Established brand name.

Wide dealers network.

Bondage between company and employees,


10/22

Customers faith.

Leaders in quality.

Economies of scale

Infrastructure

Weaknesses:-

After sales like replacement of bags is very poor.

Price of products offered is not satisfactory.

Company representative doesnt visit dealers

frequently

Sustained growth rate.

Oppornities:-

Have the opportunity of grabbing the market

share through launching of new and wide range

of product with new designs.

Wide market in low prizes bags 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.


11/22

Globalization.

Threat:-

Cut throat competition

Due lack of good design of a products and after

sale services the company who provide good

quality product and after sale service.

Competition for resources.

New entries in the market

Unforeseen conditions

Target market strategy:-

Target market tailors a marketing mix for one or

more segments identify by the market segmentation.

Target marketing contrasts with mass marketing,

which offers a single product to the entire market.

Two important factors to consider when selecting a

target market segment :-

Attractiveness of a market segment Size, growth, competition, brand loyalty of the

segment.

Suitability of market segment to the firm:-


12/22

Whether the firm can offer superior value to the

customers in management. The impact of serving

the segment on the firms image.

Access to distribution channel required to serve thesegment.

Types of target marketing strategy:-

Single segment

Selective specialization

Product specialization

Market specialization

Full market coverage

Now we selected full market coverage strategy. In

the liberty company serve the entire means of

either a mass market strategy in which a single

undifferentiated marketing mix is offered to the

entire market , or by a differentiated strategy in

which a separate marketing mix is offered to each

segment and consider all the market and provide

bags to all over market.

Marketing mix:-

Product: A product is a something which can beoffered by producer to customer in the liberty

company over product is bags. And we provides a


13/22

good quality bags for each and every segment

increase sales of product through satisfaction or

increase mkt. share and increase turnover for more

profitability . We have different types of bags which isoffered by over company these bags are as follows:-

Outdoor Bag (TSR174)Backpack (TSR100) Travel Bag (TSR004)

School Bag (TSR017)

Sports Bag (TSR075)Laptop Backpack

(TSR014)

Trolley Backpack(TSR125)
http://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailBMimHflXCDVe/China-Outdoor-Bag-TSR174-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailRbLJQUzuFIcA/China-Backpack-TSR100-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailbeLnUjGlaIWR/China-Travel-Bag-TSR004-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailbogEHwZGCLkr/China-School-Bag-TSR017-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailTegmJVUHvIcv/China-Sports-Bag-TSR075-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailfMPnLJaxjIVc/China-Laptop-Backpack-TSR014-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailfMPnLJaxjIVc/China-Laptop-Backpack-TSR014-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailHblQIrDTaiWX/China-Trolley-Backpack-TSR125-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailHblQIrDTaiWX/China-Trolley-Backpack-TSR125-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailHblQIrDTaiWX/China-Trolley-Backpack-TSR125-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailfMPnLJaxjIVc/China-Laptop-Backpack-TSR014-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailTegmJVUHvIcv/China-Sports-Bag-TSR075-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailbogEHwZGCLkr/China-School-Bag-TSR017-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailbeLnUjGlaIWR/China-Travel-Bag-TSR004-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailRbLJQUzuFIcA/China-Backpack-TSR100-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailBMimHflXCDVe/China-Outdoor-Bag-TSR174-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailRbLJQUzuFIcA/China-Backpack-TSR100-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailbeLnUjGlaIWR/China-Travel-Bag-TSR004-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailbogEHwZGCLkr/China-School-Bag-TSR017-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailTegmJVUHvIcv/China-Sports-Bag-TSR075-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailfMPnLJaxjIVc/China-Laptop-Backpack-TSR014-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailfMPnLJaxjIVc/China-Laptop-Backpack-TSR014-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailHblQIrDTaiWX/China-Trolley-Backpack-TSR125-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailHblQIrDTaiWX/China-Trolley-Backpack-TSR125-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailBMimHflXCDVe/China-Outdoor-Bag-TSR174-.html


14/22

Sports Bag (TSR153)Kid's Sling Bag (TSR120)

Travel and Sport Bag

(TSR175)

Travel Backpack (TSR176

Price:-

Price mix refers to how and what the price of a

particular product is to set in the company. In the

liberty bags we just apply penetration pricingstrategy under this we set the price of a particular

type of bags is relatively low for capturing the mkt.

and increase sales and market share. Under this

pricing we cover all of the peoples which have low

and high level of income because the bags prices are

reasonable and affordable by each and every

customer.

Tourist bags:-Rs.1200

Schoolbags:-Rs250Colleges bag:-Rs300

Handbags:-Rs450

Laptop bag:-Rs1100
http://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailPoHxlzDdZikB/China-Sports-Bag-TSR153-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailpoIxDXHPblWK/China-Kid-s-Sling-Bag-TSR120-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailYbIEiflUODVS/China-Travel-and-Sport-Bag-TSR175-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailYbIEiflUODVS/China-Travel-and-Sport-Bag-TSR175-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailAoHxIsDFElWS/China-Travel-Backpack-TSR176-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailAoHxIsDFElWS/China-Travel-Backpack-TSR176-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailYbIEiflUODVS/China-Travel-and-Sport-Bag-TSR175-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailpoIxDXHPblWK/China-Kid-s-Sling-Bag-TSR120-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailPoHxlzDdZikB/China-Sports-Bag-TSR153-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailPoHxlzDdZikB/China-Sports-Bag-TSR153-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailpoIxDXHPblWK/China-Kid-s-Sling-Bag-TSR120-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailYbIEiflUODVS/China-Travel-and-Sport-Bag-TSR175-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailYbIEiflUODVS/China-Travel-and-Sport-Bag-TSR175-.htmlhttp://www.made-in-jiangsu.com/showroom/wyd-sales/product-detailAoHxIsDFElWS/China-Travel-Backpack-TSR176-.html


15/22

Trolley bag:-Rs450

Sports bag:-Rs600

These prices are set on the basis of competitors, cost,

and customers.

Place:-

Liberty Company is situated in Faridabad Haryana.

Faridabad is one of large number of industries and

the location of this state is very good infrastructure in

Haryana. There are lot of benefits of location like easy

transportation facility reduced cost of getting rawmaterial and various other benefits of good place or

good location.

Network channels:-


16/22

Liberty Bags Company applies or works on all

channels of distribution channels.


17/22

Promotion:-

This activates are necessary for liberty company we

promote our company through various tools of

promotions:-

Advertising

Personal selling

Sell promotion

Public relation

In the promotion of liberty company we do more and

more advertising and personal selling and increasethe sales promotions through cash coupons discounts

contests and various other tools for promotes bags in

the company. We also promote the industrial

relations through news papers and magazines articles

and reports, TV and radio presentation, seminars etc.

Implementation, evaluation andcontrol:-

Marketing research:-

Research can be defined as systematized effort to gain

knowledge. A research is carried out by different

methodologies, which have their own merits and demerits.


18/22

Research methodology is a way to solve research problem

along with the logic behind them. Thus when we talk of

the research methodology we not only talk of the research

methods but also consider the main part behind themethods we use in context of our research study and

explain why we are using a particular method or

technique and why we are not using others so that

research results are capable of being evaluated either by

the researcher himself or by others.

Research methodology means the method carried out to

study the problem. It shows the type of the sample design

used, its size and the procedure used to draw sample. The

extent of precision achieved and the method used for

handling any special problem during the course of the

study.

Organizational structure and plan:-

The main objective of Liberty company have profit maximizationthrough customer satisfaction and maintain public image. this task

possible when company have a perfect organization structure in this

company have informal as well as formal organization. Both have

some merits and demerits in the organization and this leads to the

competition and long term survival in the future. So we can say that

this organization structure is perfect for all over company.good

organization increase the followings:-

Leads competition

Deal with contingency perfectly.

Profit maximization.

Handling grievances effectively,


19/22

Financial projections:-

Present General Fund Projection for FinancialYear 2008

There are no specific fiscal actions that result from acceptance

of this report. The Fiscal impact of the Financial Year 2008

budget projection will be considered as part.

Of the FY 2008 budget process. As a result of updating the

Financial Year 2008 current level of services, the estimated

deficit faced by the County is between $201.6 million and $238

million, which are, at the high range, $36.4 million above our

August estimate. Between now and June, the projected County

deficit could also change as a result of new information, and

State and/or Federal budget impacts. As part of the County

Executive's FY 2008 Recommended Budget, the

Administration is likely to propose modified solutions to

address the deficit above the original $201.6 million.Variance %CATEGORY FALL

2007PROJECTIONS

FEBRUARY

2008

PROJECTIONS

VARIANCE %

Salaries and Benefits $1,079,122,529 $1,104,392,402 $25,269,873 2.3%

Services and Supplies $980,299,690 $985,905,536 $5,605,846 0.6%

Other Charges $14,975,229 $13,419,939 ($1,555,290) (10.4%)

Operating/Equity

Transfers

$312,285,789 $319,670,115 $7,384,326 2.4%

Expenditure

Transfers/Reimbursements

($191,727,494) ($203,671,731) ($11,944,237) 6.2%


20/22

Total Net Expenditures $2,194,955,743 $2,219,716,262 $24,760,519 1.1%

Total Revenues $1,993,330,215 $1,992,472,684 ($857,531) 0%

Net Cost ($201,625,528) ($232,176,299) ($25,618,050) 12.7%

Implementation time table:-

In this table:-

The total expenditure is increase due to latent factors.

Total revenue is reducing due to high of the inexpenditure.

Total cost increase in comparison of 2007 and 2009.

Apply six sigma standards.


21/22

Summary:-.

Liberty bags limited company covers all the marketand target all the segments of a market and adopt

price penetration pricing of a particular product and

also provide good quality bags and increase sales

through satisfaction and increase the profits and

maintain the public relations and maintain a good

image in the market and also increase the market

share and generates revenue through market. It also aconsider before setting the price all levels of income

group persons. So finally we can say it becomes a

reputed company in future.

Sugesstion and recommdation :-I would like to suggest:

More emphasis on market research.

Focuses on demand and present trendscustomers.

Consider more study about competitorsstrategies.

Also work on CSR activities for public image.


22/22

Bibliography:-

Books:

Philip kotler marketingmanagement 13ed.

Mannual

Annual reports of liberty ind ltd.

Internet:-

www.google.com

www.libertyshoes.com
http://www.google.com/http://www.libertyshoes.com/http://www.google.com/http://www.libertyshoes.com/

akansha marketing term paper

Documents