marketing strategy of action shoes

7/29/2019 Marketing Strategy of Action Shoes

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Preparing a project of this nature is an arduous taskand I was fortunate enough to get support from a large

number o persons. I wish to express my deep sense ofgratitude to all those who generously helped in successful

completion of this report by sharing their invaluable time

and knowledge.

It is my proud and previledge to express my deep

regards to Respected HOD Dr.Pramesh Gautam, Head of

Department of Business Management SVNU, SAGAR for

allowing me to undertake this project.

I feel extremely exhilarated to have completed this

project under the able and inspiring guidance of Mr.

Chetanya Kaushkiya he rendered me all possible help me

guidance while reviewing the manuscript in finalising the

report.

I also extend my deep regards to my teachers , family

members , friends and all those whose encouragement has

infused courage in me to complete to work successfully.

PUSHPENDRA SEN

MBA IST SEM.


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Preparing a project of this nature is an arduous task

and I was fortunate enough to get support from a large

number o persons. I wish to express my deep sense of

gratitude to all those who generously helped in successful

completion of this report by sharing their invaluable time

and knowledge.

It is my proud and previledge to express my deep

regards to Respected , Head of Department Dr.Pramesh

Gautam, Department of Business Management , SVNU,

SAGAR for allowing me to undertake this project.

I feel extremely exhilarated to have completed this

project under the able and inspiring guidance of He

rendered me all possible help me guidance while reviewingthe manuscript in finalising the report.

I also extend my deep regards to my teachers , family

members , friends and all those whose encouragement has

infused courage in me to complete to work successfully.

PUSHPENDRA SEN

MBA IST SEM.


3/52

Date :

I declare that the project report titled " MARKETING

STRATEGIES OF TOP FIVE BRANDS OF IRON " on Market

Segmentation is nay own work conducted under the supervision of

Mr. Chetanya Kaushkiya Department of Business

Management ,SVNU, SAGAR To the best of my knowledge the

report does not contain any work , which has been submitted for the

award of any degree , anywhere.

PUSHPENDRA SEN

MBA IST SEM.


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The project report titled titled " titled " MARKETINGSTRATEGIES OF TOP FIVE BRANDS OF IRON "" been prepared

by PUSHPENDRA SEN. MBA IST Semester , under the

guidance and supervision of MR. CHETANYA KAUSHKIYA

for the partial fulfillment of the Degree of B.B.A.

Signature of the Signature of the Signature of the

Supervisor Head of the

Department

Examiner


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CONTENTS

PREFACE ACKNOWLEDGEMENT CERTIFICATE DECLARATION

CHAPTER I INTRODUCTION

ABOUT PROJECT AN INSIGHTOF COMPANY HISTORY MISSION AND VISION STANDING POSITION OF COMPANY BRAND VALUE

CHAPTER II OBJECTIVE OF THE STUDY

CHAPTER III RESEARCH METHODOLOGYCHAPTER IV MARKET ANALYSIS

OVERVIEW BRANDS

CHAPTER V CONSUMER GROUPS

CONSUMER BEHAVIOURCHAPTER VI PRODUCT PROFILE

PLAN FOR PRODUCT MIX PRODUCT RANGE

CHAPTER VII MARKETING STRATEGY PRICING POSITION AND DISTRIBUTION PROMOTION

CHAPTER VIII ABOUT COMPETITORS

COMPETITOR FOR PRODUCT PRICE OF COMPETITOR PRODUCT

CHAPTER IX DATA ANALYSISAND INTERPRETATION

CHAPTER X LIMITATION

CHAPTER XI CONCLUSION & SUGGESTIONBIBLIOGRAPHY

QUESTIONNAIRE


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COMPANY PROFILE

We bring to you an opportunity to design and tailor your shoes to your

taste and need.

For more than thirty years action has been manufacturing top quality

footwear and its components for the domestic and exports markets.

Having pioneered the development of footwear range from casuals to

formals, from daily wear to sportswear and from elegant collection for

ladies to fun range for kids. Action now operates specialized

technology and research driven CORPORATE SALES divisions

which caters to the variant needs of institutional segments.

Corporate division of action shoes manufactures a full range of shoes

i.e. (Safety Boots) with steel toe and fibre toe-cap for industrial

workers, comfort, sturdy and Heat/Cold resistance shoes for military,

Navy and Police, oil resistance and anti skid shoes for working in

professional Kitchens and water resistant and anti fungal shoes for

Miners.

It is the policy of our corporate division to listen to your needs and

specifications assess the communication point at both the ends, develop

and deliver high quality products and services meeting the customer

requirement form time to time.

We have our R&D department with well qualified professional in

diverse streams who constantly research and development new

products. Our long experience, services and quality are evident in

every product we create to perfection.

We are able to manufacture products per clients specifications with the

shortest Lead Time and the Highest Quality.


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Our clients includes: Asian paints, Asahi Indian Glass, Jet airways,

Hindalco Industries, Maruti Udyog ltd, Indian Army , Indian Air force,

Delhi University, Park Royal, Parle Biscuits, Le Meridian, Hyatt

Regency and many more.


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INTRODUCTION

About the company

The Action group is one of the India's leading business conglomerates.

The group commenced itsoperations as a source of footwear and its

components in domestic and export markets, graduallymoving its core

competence into other diversified fields such as: (API) Chemicals and

Plasticizers,(MICROTEK) Computer Monitors and Peripherals, Power

Back Up/Inverters, (OKAYA) Batteries,(SUN CITY) Housing Projects

and (SRI BALAJI ACTION MEDICAL INSTITUTE) Health Care.

There are different individual companies under a common umbrella,

each dedicated to a specific line of product manufacturing, procuring or

other particular business activities. Today the group strategy is to be

competitive and to be a leader in the quality of goods and services

provided.

About companys workings

With over three decades of experience in footwear industry, Action is

synonymous with quality shoes for the whole family-ranging from

casuals to formals; from daily wear to sportswear and from an

elegant collection for ladies to a fun range for kids.

True to its name Action is always on the move to scale newer heights in

footwear designing and manufacturing. Intensive R& D efforts and the latest

technology go into the making of Action footwear. We have in house

manufacturing facilities, including modern equipments and machineries

specially procured from different countries to manufacturefootwear at

parwith international class and quality.

Each Action shoe is the product of a relentless quest for quality, high

level of workmanship and a true commitment to customer satisfaction.


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At Action we strive to listen to the customers in their local markets and

identify their footwear needs and then provide products that exceed the

customer's expectations in terms of quality, style and value.

Hardly surprising, Action has carved a special niche in the Indian

footwear market and in the hearts of millions of its consumers

throughout the country.


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OBJECTIVE OF THE COMPANY

VISION

To nurture a financially strong, growth oriented group through leadership and innovation

and to widen future options by entering newly emerging industries where the potential

seems enormous.

We as a group shall continue to seek opportunities where we can leverage our resources

and skills.

MISSION

At Action group our mission is to work together, respecting each other, our skills and

knowledge to:-

o Build higher quality of products and services.o Continually strive to enhance customer satisfaction.o Improve customer retention and loyalty.o Gain a competitive advantage and larger market shareo Elimination of scrap, waste, defects and errors.o To create a great place to work.o Be welcomed in the communities in which we operate.

VALUES

How we accomplish our mission is as important as the mission itself. Fundamental to the

success for the company are these basic values.

o Teamworko Learning and Innovationo Energy and Passiono Employee involvement in process improvement.


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o Integrity and accountability.SCOPE OF MAKING THIS PROJECT

1. To determine brand preference of Action shoes over other Brands.

2. Reasons behind brand preference.

3. Brand satisfaction.

4. To find the factor affecting brand preference.

5. To determine the changes consumer seeking forward from Action

shoes.

6. Decisions made regarding purchase of action shoes. .
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RESEARCH METHODOLOGY

.SAMPLE SIZE - Interview 100 persons and collected data throughquestionnaire.

SAMPLE LOCATIONDelhi and NCR. RESEARCH TYPE: EXPLORATIVE AND DESCRIPTIVE DATA COLLECTION

Data sources: There are two types of data. They are:

Primary Data: Those which are collected by the interface with thepeople and thus happen to be the original in character. These are through

interviews and questionnaires filled by them.

Secondary Data: Those which have been collected by someone else andwhich have been already been passed through the statistical process and

thus are available on internet sites any other media for that matter.

Both kinds of data are used in making this project a success.


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LIMITATIONS OF THE STUDY

Compare the Market potential of New Delhi: the sample size of 100

target audience is relatively small. This doesnt represent the true

universe.

A population census couldnt be done which perhaps gives approx.

Zero deviations errors from the actual.

Most of the targeted audience was not aware about various brand

names.

Some targeted audience was not friendly and some didnt have

adequate knowledge about the products so offered.


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HISTORY

Action group endorses the principles of social responsibility and

recognizes our responsibility to

the environment and the community in which we operate.

These principles are central to the values of Action group and guide our

business activities. AtAction group we constantly strive to be the best

and responsible corporate citizen and extendsupport to various social

organizations.

We are able to reach out to a diverse range of families and

communities, and we do it in many different ways.

The Action group runs"Lala Muni Lal Mange Charitable Trust"

since 1977. Today it is engaged in various kinds of charitable activities.

It is running an 80 - bedded hospital at Hissar (Haryana). This hospital

has been working since 1979. It also started a day care OPD in 1984 at

Daya Basti, Delhi.

To cater to the needs of pilgrims at Vrindavan, the trust built an

Ashram in 1994. This Ashram has large accommodation and a beautiful

temple. This Ashram is a boon for the widows living in different parts

of Vrindavan. Over 700 widows gather in this Ashram daily. They


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participate in the Bhajan organized by the Ashram daily and get the

ration and other required goods of their daily use. Many a times Lala

Mange Ram, who is the chairperson of this trust himself joins this

Bhajan Samaroh and gives them moral support.

Now Lala Mange Ram has openedSri Balaji Action Medical Institute

in Delhi. Spread over 6 acres of land and 400 bedded hospital (out of

which 100 beds are ICU beds), mission of this trust is to set up an

institute for providing world-class integrated healthcare facilities to all

sections of the society with a humanitarian touch.


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MARKETING PHILOSOPHY

The Action marketing philosophy emphasizes catering to the masses, consistently

meeting the need and aspirations of every evolving generation. Action is committed to

producing the high quality shoes to suit every walk of life.

Based on our cultivated understanding of the Indian consumer psyche, most Action

offerings are in the mid - range price segments.

However, Action also manufactures variety of premium products for those who refuse tocompromise, who seek and strive beyond ordinary.

MARKET POSITIONING

Action has consistently used "COMPLETE FAMILY FOOTWEAR" positioning and

continues to use it.

The company virtually makes shoes for the entire family- more precisely-for everyone-

for all occasions.

DISTRIBUTION NETWORK

To complement our philosophy of catering to every walk of life, our powerful

distribution network is mushroomed far and wide.

Action has established a wide marketing network for distributing its products in India.

The extensive distribution network, built over the years, is a major strength for Action

products. Action products are available to consumers, even in the most remote places


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and in the smallest of villages with a very meagre population.

The distribution network comprising of DISTRIBUTORS, WHOLESALERS,

RETAILERS AND EBO's throughout the country, ensures that the customer wherever

located is served efficiently.

We have a network of more than 50,000 retail outlets all over India to sell our footwear,

which is being sold through more than 500 distributors appointed by the company.

At Action group we constantly strive to create, maintain, protect and enhance the brands.

Our challenge is to develop a deep set of positive associations for the brand. Our

objective is not only to have a fairly high degree of.........

BRAND AWARENESS, but to move to

ACCEPTABILITY PREFERENCE Finally, BRAND LOYALTY

In order to achieve all these stages and to achieve higher attention & recall, Action

group often uses celebrities as spokespeople or endorsers.

Our brand have been associated with the world known celebrities like KAPIL DEV,

SACHIN TENDULKAR and so on is the list of different celebrities of different fields

including Indian Cinema like AJAY JADEJA, AMRISH PURI, APOORVA

AGNIHOTRI, AMAN TALWAR, RENUKA, PALLAVI JOSHI etc.


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uilding blocks of the corporate resource allocation strategies:

n group is committed to growth. To ensure that the growth is maintained along with a com

Action group has moved vertically as

n group implemented a backward integration strategy by entering into chemicals and pla

ss.

MICAL AND PLASTISIZERS:

ave our plant located at Daman for the manufacturing of PVC compound, DOP, DBP, D

etc. under the brand name API providing employment opportunities in backward areas

nsures the availability and quality of supplies and helps to control the cost and improve

as

oup has also implemented forward integration strategy by opening ACTION EXCLUSIVE S


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over India with the ultimate objective to realize additional

ial.

omerate Divers

n is not only a leading brand in footwear, but also group has made investments in various

ated to the existing line of b

ROTEK (COMPUTER PERIPHERALS & POWER BACK UP)

986, Action in a joint venture entered into an altogether different industry. Brand MICROT

ed in the Indian

uter monitors (colored/mono), speakers, keyboards, mouse, motherboard, UPS, cases,

essor etc. are manufactured under this brand

on the company extends its product line and goes into the making of INVERTERS and

ce in the power back up segment

manufacturing plants, more than 20 branch offices, 250 distributors and over 2500 strong

s its own showrooms, MICROTEK is the countrys largest computer peripheral and

acturer.

tek manufacturing facilities have been awarded ISO 9002 certification. The entire customer

y is also ISO 9002


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YA(AUTOMOTIVE AND INDUSTRIAL BATTERIES)

International has been promoted by multi crore Microtek to give to the Indian co

YA world class Japanese Technology b

ies for all kind of cars, automobiles, heavy-duty trucks, motorcycles, telecommunication

c utilities etc are produced under the Brand name O

o. enjoys UL CERTIFICATION, the ISO 9001:2000 by UNDERWRITERS LABORATORI

company caters to both replacement market and original equipment cus

CITY (HOUSING AND COMMERCIAL PROJECTS)

er joint venture is in the REAL ESTATES under the name SUN CITY PROJECTS which

ted by three distinguished groups ACTION, ESSEL (Zee Networks) and ODEON

City Projects emerged with a mission to provide International Quality Housing, Leis

ainment at affordable prices. Outcome was an integrated township spread over 1 50 acres

ity is also coming up with North Square Mall (North Delhi) and Cross River Mall (The b

Delhi) with a new vision but the same


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rdable International Standard Retail S

ALAJI ACTION MEDICAL INSTITUTE (HEALTH CARE)

n group has also stepped into the HEALTH CARE sector and has recently opened Action

te in

d over 6 acres of landscaped sprawling grounds with 3 lacks square feet of centrally air - conp area, mission of the group is to set up an institute for providing - world class integrated he

ies to all sections of the society with a humanitarian touch, whilst maintaining high sta

l practice and professional competency with emphasis on training and education leading to

a centre of excellence in Cardiology, Paediatric, Gynaecology, Nephrology, Gastroenterol

paedics, the Institute with over 25 medical specialties and 400 beds will serve as a referral

Delhi and adjoining
http://www.actionshoes.com/genericgrowth.html#top


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The brand ' ACTION ' has been able to maintain its aura of exclusivity and distinction

since its first pair of non-formal sporty shoes hit the stores. It continues to be the most

preferred brand in India.

With the growing popularity, proliferation comes along. The company has elaborated thebrand concept by launching a variety of sub-brands and shoes to suit different occasions.

The new products were coined with attractive catchword, thus helping the customers

finding the right shoes.

Our range of brands cater to every need in shoe world
http://www.actionshoes.com/schooltime.htmlhttp://www.actionshoes.com/evaflotter.htmlhttp://www.actionshoes.com/mainmilano.htmlhttp://www.actionshoes.com/dotcom.htmlhttp://www.actionshoes.com/campus.htmlhttp://www.actionshoes.com/healthplus.html


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Campus symbolises the carefree attitude of youth. with

campus lightweight casual shoes and sandals for young

people and kid's freedom is in the air.

A combination of soft synthetic leather/Nubuck and

breathable mesh with padded tongue and soft plus

collar lining shoes are manufactured through the latest

world class stuck-on process using EVA and Phylon

soles which provides cushion and shock absorption.

The perfect combination of style and comfort gives you

a retro feel.

The shoes comes in the size and prize range of 8-13

(Rs. 399-499), 3-5 (Rs. 599), 6-10 (from Rs. 599-

1399).

The sandals comes in the size and prize range of 3-5
http://www.actionshoes.com/mausam.htmlhttp://www.actionshoes.com/flotter.htmlhttp://www.actionshoes.com/chanchal.htmlhttp://www.actionshoes.com/flyfloat.htmlhttp://www.actionshoes.com/roaming.htmlhttp://www.actionshoes.com/funtime.htmlhttp://www.actionshoes.com/hooha.htmlhttp://www.actionshoes.com/micro.htmlhttp://www.actionshoes.com/florina.htmlhttp://www.actionshoes.com/mausam.html


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(Rs. 399-429), 6-10 (Rs. 468-499).

Action's Chanchal brand epitomizes simplicity, a

range of winter foot wear for ladies. Ideal for

daily wear, Chanchal is comfortable and durable.

Soft textile fabric upper and soft lining hugs your

feet, giving the warmth and cosy feel.

The soft PVC sole give extra protection to yourheels and are long-lasting, making it ideal daily

footwear.

It comes in a variety of designs and floral colours

that adds to a woman's femininity.

It comes in the size and prize range of 11-2, 3-8

(Rs. 137-173)


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Introducing the EVA FLOTTER range of footwear

for the quality conscious Indian. The EVA

slippers are made of Ethyl Vinyl Acetate whose

property enable us to give much lighter products.

The EVA products are much comfortable than the

other similar products because of its fine and

uniform cell structure which gives excellent

flexibility and comfort ability.

The EVA products are wash friendly and heat

resistant, so they are more suitable for summers.

The EVA products are available in different

colors, which give good aesthetic appeal.

The product is priced between Rs. 99 to Rs.125

and serves the day-to-day purpose of both men

and woman.

Presenting the Florina range of sandals and sleepers

for the lady of substance in a divine combination of

design, quality and comfort.

The Florina range comes in aesthetically

exhilarating designs that glorify the style that marks

the woman of today.

Florina comes in classic styles with a complete

range of casuals, stylish and party wear.

Florina range of footwear comes lined with soft

Lycra material for extra comfort and soft P.U latex

cushioned sole for extra cushioning.

Walk on in the Florina range of featherweight


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footwear for an experience as comforting and

delightful as walking on a bed of roses.

It comes in the size group of 36-41 and has been

priced in the range of Rs.250 to Rs.450.

Fly float is a range of trendy and economical

sandals and slippers for leisure use for both men

and women.

Home, picnic or shopping, Fly float light weight,

is ideal for all kinds of leisurely occasions.

The imported synthetic leather upper gives it a

classy look and the inside of the upper sole is

made up of suede, funky mesh and P.U. latex,giving it extra comfort. This high quality range

comes in Velcro fitting to suit every foot. The

sole with micro expanded granules with air

technology, gives maximum comfort to your feet

and more mileage.

It comes in size and prize range of 2-5, 6-11

(Rs. 299-383)


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School time has a complete range of school

uniform shoes in black, brown as well as white

colors.

It is available in various ranges with Velcro

closure, laces and removable straps for both boys

and girls.

Soft full grain leather looks synthetic upper and

soft lining enhanced comfort feature for growing

feet. the PVC sole gives extra gripping and

durability.

With an affordable prize ranging from Rs 140 to

Rs. 248, it is no doubt the most loved choice of

students as well as parents.

It comes in the size and prize range of 7-10 (Rs.

149), 11-1(Rs. 182), 2-4 (Rs 206), 5-6 (Rs. 231),

6-11 big (Rs. 248).

a is a collection of trendy shoes and sandals for children, who want

dare the world.

innovative ranges of Hooha uses a lot of colours and cartoons,lements to a child's growing.

synthetic upper gives it a sporty look and the inner soft lining

s it ideal for a growing delicate feet. The use of micro-expanded

les absorbs shock and are anti-skid.

http://www.actionshoe
http://www.actionshoes.com/hoohaarticles1.htmlhttp://www.actionshoes.com/hoohaarticles1.htmlhttp://www.actionshoes.com/hoohaarticles1.html


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ctive lights attached at the soles, make your child jump out of the

h of little trouble makers.

a shoes and sandals comes in the size and prize range of 7-10,

(Rs. 199-224)

n's Eazy line is a range

mfortable routine and

hold footwear for both

and gents.

style home with

n's Eazy line ranges.

synthetic fabric upper

it in vogue, trendy and

ortable. PVC materials

n the shoes makes it

y durable and washant.

Eva guard sole makes it

esistant making it the

sought after home

ear.

mes in the size range

-1, 2-5 for kids, 4-8

dies, 6-11 for gents.


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Health plus is our top of the line product manufactured with a careful quality

concept, taking into consideration the Anatomic Structure of the

feet.

Our feet are the main center of our nervous and circulation system, which

summarize the whole body organs in itself. The whole day work cause strain

on ridge/ankles and pain in our feet. Health plus brings relief to all these

problems due to special levels/stages provided by Anatomic sole support.

Anatomic base with technically designed 5 pressure points help your feet for

natural movement and walk with full joy and confidence. Health plus is

excellent to use at all occasions and places like home/picnic/shopping etc.

It comes in the size group of 36-41 for ladies and 6-11 for gents and has

been priced in the range of Rs.700- Rs.1700.


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"Digital approach to your life" Dot Com is our top of the line product,

tailored to represent your image of

maturity and brilliance before the society.

An ultimate achievement by the house of

Action in comfort, style and quality in

footwear technology Dot Com formal and

semi - formal shoes, sandals & sleepers

have become a precious element, without

which final grooming of a complete gentle

man is next to impossible.It comes in the size group of 6-10 and

has been priced in the range of Rs.700 toRs.1300.

With Action's Roaming youth wear range,

become a trend-setter and

w.actionshoes.com/roamingarticles1.html

make waves. Have your pick today from its
http://www.actionshoes.com/roamingarticles1.htmlhttp://www.actionshoes.com/roamingarticles1.htmlhttp://www.actionshoes.com/roamingarticles1.html


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complete range of fashionable quality slippers,

sandals and sports shoes, in the most economical

price.

The light upper is made of PU, tetron andbreathable mesh for extra comfort.

The PVC sole gives extra grip adding mileage to

your dynamic life.

Mileage, trendy, comfortable as well as its

breath taking economical price, makes Roaming

the most sought after brand by young people.

Its comes in size and prize range of 6-10, 11-1,

2-5 (Rs. 199-399) for kids, 11-13, 1-5 (Rs. 347-

462) for children and 6-10 (Rs. 487-699) forgents.


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Mausam is the brand for men's footwear of allages, ranging from trendy sandals, slippers and

moccasins to sports shoes.

From colorful activity filled shoes for kids to

jazzy and fashionable shoes for young and vibrant

people to stylish and comfortable wear for the

aged, Mausam has it all.

The synthetic and textile fabric upper gives a slick

finish as well as freedom to your feet. the flexiblePU soles and padded ankles provide that extra bit

of cushioning and bounce to the walk. The PVC

soles adds to its live.

It comes in the size and prize range of 5-10, 11-

1 (Rs. 149-198) for kids, 6-10 (Rs. 748-850)

sports, 3-5, 6-10 (Rs. 248-475) sleepers and

sandals, 6-10 (Rs. 388-513) moccasins and laces.


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Action's Micro is a range of sleepers, sandals,

shoes and moccasins made for all seasons. this

highly economical footwear for both men and

women is the most used range among all strata of

society.

With ultra-flexible PVC upper and sole this range

promises comfort and durability of the highest

order and it's perfect for use in high density

rainfall areas, making it highly durable.

Its USP is that it is light weight and yet tough

enough for rough treatment.

It comes in the size and prize range of 1-2, 3-4,

5-6, 7-9, 10-11 (Rs. 78-139) for gents and 3-4, 4-

8, 5-7 (Rs. 68-94) for ladies.

FINDING AND CONCLUSIONS


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BRAND POSITIONING OF CAMPUS SHOES IN DELHI

MARKET

As per survey conducted on brand positioning of Campus shoes in

Delhi market reveals the followingFacts provided by 100 people

1. The most preferred brand in Delhi market is Woodland (28%)

followed by Campus (18%),

Adidas (18%), and Nike (16%) and others (20%) {Bata, Reebok,

Liberty etc.}.

2. Among varied reasons people go for the brand which provide

maximum satisfaction (36%), recognition (30%), and value for money

(24%) and praise form friends (10%).


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3.YES, maximum numbers of peoples are satisfied with the brand they

are using.

4 .While purchasing a particular brand people are influenced by self-

experience (42%) , friends

(32%), occupation (12%), occasions (10%) and neighbors (4%).


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5. The survey shows that people come to know of latest trends through

Television (38%), Window Shopping (30%), followed by

Advertisements (18%), Films (8%) and Friends (6%).

6. The Film stars (34%) sets the trend in shoes today, accompanied bySports star (28%), Fashion

models (20%), Business celebrities (8%) and others (10%).


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7. When enquired, 58% of customers interviewed, disagreed to have

worn the shoes, while 42%

agreed to the same.


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8. Among the reasons for the low popularization of the product the

following are accountable- Lack

Of Advertisement, not stylish and Low product range.

9. As far as the factor of price is concerned it does not casts any effect,

since the customers are

Ignorant to the price level.

10. Most customers have viewed the advertisement but very few among

them have responded.

11. The suggestions given indicate that design and commercial

activities proved to be a major hindrance in the popularity of the

product.

12. Woodland tops the chart with a total percentage of 32%, followed

by Adidas with 30% and Nike

(16%), Reebok (10%), campus (8%) and others (4%).


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QUESTIONNAIRE

1. What kind of shoes you are using presently?

Campus

Nike

Woodland

Adidas

Others (please specify) ___________

2. What does your brand give you?

Recognition

Satisfaction


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Value for money

Praise from Friends

3.Are you satisfy with the brand you are using presently?

Yes

No

If not then you go for

First choice________

Second choice________

Third choice__________

4.What influences you to buy your preferred brand?

Friends

Neighbors

Self Experience

Occasions

Occupation


5. Where do you come to know of latest trends?

Television

Films


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Friends

Advertisements

By shopping/Window shopping

6. Who do you think sets trend in shoes today?

Film stars

Fashion Models

Sports star

Business celebrities

Any other

7. Have you ever buy Campus shoes?

(If your answer is no, tick Question 9 otherwise 10)

Yes

No

8. Why not Campus shoes?

Lack of advertisement

High price range

Low product range

Not stylish

Weight and color

Any other reason... (Please specify)_________

9. What price range do you go usually?

Less than 1000

1000-1500


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1500-2000

Range doesnt matter

10. Have you ever seen any kind of advertisement of Campus shoes?

Yes

No

If yes is it has any impact on you?

Yes

No

11. What kind of changes you would like to suggest for campus

shoes?

More product range

Low price range

Design/Style

Change in Promotional activities

Must be more comfortable

Any other (please specify)_________

12. Most preferred brand among people you know?


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Campus

Nike

Woodland

Adidas

Reebok



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ON-LINE WEBSITE:

WWW.GOOGLE.CO.IN

WWW.ACTIONSHOES.COM

WWW.WIKIPEDIA.COM

NEWSPAPERS:

Times of India (29 Oct 2007 - 15 Nov 2007)

BOOKS:

MARKETING MANAGEMENTBy Dr. R.L. Varshney and Dr. S.L. Gupta

Third Revised Edition

Sultan Chand & Sons.

MARKETING MANAGEMENT

By Philip Kotlar

2002 Edition

Pearsons India
http://www.google.co.in/http://www.actionshoes.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.actionshoes.com/http://www.google.co.in/


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QUESTIONNAIRE

BRAND ARCHITECTURE


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MARKETING STRENGTH


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BRAND ENDOSERS


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With our Fun time range for children, it is time for

making merry. Fun times trendy and animated

collection is for your fun-loving kids between age

ranges 4 to 9.

The electrifying coloured shoes have designs in

lace-up and Velcro adjustable straps with

embroidered detailing for a perfect fitting.

Padded tongue and collar, fully lined in soft

synthetic fabric, cushioned comfortable insole,

with durable PVC sole keep your children going

all day long.

The soft inner lining makes growing delicate feet

breath.

It comes in the size and prize range of 5-10 (RS.

149-162).


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Flotter is a new class of super comfort, stylish,

lightweight and cushioned sandals and slippers

manufactured by Action. These are made from

Synthetic uppers and PVC sole for giving you an

unforgettable comfort and durability.

A special air cushion has been provided in the

insole so that you can walk more.

Available in both ladies and gents, Flotter hydro

walk is available in different colors and styles.

It comes in the size group of 6-11 and has been

priced in the range of Rs.125 to Rs.450.


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Action group endorses the principles of social responsibility and

recognizes our responsibility to the environment and the community in

which we operate.

These principles are central to the values of Action group and guide our

business activities. At Action group we constantly strive to be the best

and responsible corporate citizen and extends support to various social

organizations.

We are able to reach out to a diverse range of families and

communities, and we do it in many different ways.

To cater to the needs of pilgrims at Vrindavan, the trust built an

Ashram in 1994. This Ashram has large accommodation and a beautiful

temple. This Ashram is a boon for the widows living in different parts

of Vrindavan. Over 700 widows gather in this Ashram daily. They

participate in the Bhajan organized by the Ashram daily and get the

ration and other required goods of their daily use. Many a times Lala

Mange Ram, who is the chairperson of this

marketing strategy of action shoes

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