13282732 Launchof New Product Shoes

7/27/2019 13282732 Launchof New Product Shoes

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CONTENTS

1. Introduction to the product2. All about shoes3. Competition Analysis

4. Marketing mix5. Fitting tips6. Material launch7. Symbol used8. Special attraction9. Segmentation10. Pricing Strategy11. Competitive 5 forces12. Value chain Michael Porter13. Consumer Behavior14. Brand personality

15. Launch and Pre-Launch16. CRM & CSR17. Questionnaire analysis18. Conclusion19. Annexure

research synopsis of a research company

questioner

print adds and there explanation

20. 9) Bibliography


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ACKNOWLEDGEMENTThis 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 indebt ness 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 Prof. TIMIRA SHUKLA, for all her guidance

and encouragement which leads us all through this project. Her suggestions at all

point of time are invaluable for us.

We would like to put on record our sincere gratitude to all our friends for giving us

valuable ideas throughout our project.

THANK YOU


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INTRODUCTION TO THE PRODUCT

FREGO SHOES ---- Freshness All Day Long!!!!!!

Nowadays, in our hectic lives, we face a general problem of bad odur from a

pair of shoes worn by us for long durations. People sitting close to us or in

our nearby surroundings start feeling irritable as well as get that obnoxious

smell that is more than difficult to bear.

So, to overcome this problem we have got a solution for you shoes!!

FREGO SHOES with a special fragrance oriented pads, so as to secrete a

pleasing odor all the while, while you can carry on with all your days hecticschedule without being embarrassed.

Using this once will make you a loyal believer of its advantages, which the

industry has never witnessed before.

Our mantra is INNOVATION AND CUSTOMER SATISFACTION LEAD

TO SUCCESS.

A product is not only a product it is a bundle of qualities and services, our

shoes will be environmental friendly as we will use those materials which

will bio degrade self.

Since our pads have also to be refilled so we will also provide refilling

bottles on our exclusive show rooms which a customer can purchase and

refill his/her shoes according to his choice. There will be a number of strong

and mild fragrances so that the customer can have a variety in choice.

We are also trying to target health as it is always said that health is wealth

so in our shoe pads there will have acupressure points and magnetic points

so that customer will not suffer from blood pressure problems.


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For school boys/girls we will provide points for height growth, we also

notice that some people suffer from over foot sweating these pads will try to

stop the sweating from the leg because of which the shoe will become more

comfortable for the user for day long.

Here's how you can avoid doing a Britney this summer. We had a good

laugh reading about Britney Spears' stinky feet! Don't you remember? She

took off her shoes while flying from Los Angeles to New York and her co-

passengers were ready to puke!

The air hostess had to request her to put her shoes back on! Eww.

Summer's round the corner (or is it already here?) and quite a few of us will

have embarrassingly moist feet enclosed in open sandals.

Stinking feet aren't just a winter phenomenon (closed shoes, thick socks, no

ventilation). Once the sweat has evaporated, your feet can still give off a

pungent odour - that besides giving the wrong signals about your hygiene

will definitely put off the opposite sex.

SO HERE IS A PRODUCT FOR ALL TO STOP IN GETTING THIS TYPEOF SITUATION

All ABOUT SHOES?


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Sole

The bottom of a shoe is named the sole.

Insole

The insole is the interior bottom of a shoe, which sits directly beneath the foot. Manyshoes have removable and replaceable insoles, and extra insoles are often added forcomfort or health reasons (to control the shape, moisture, or smell of the shoe).

Outsole

The outsole is the layer in direct contact with the ground. The material of the outsoledepends on the function, dressiness, and quality of the shoe, but is generally very durablematerial, since it experiences the most stress. Dress shoes haveleatheroutsoles; casual orwork-oriented shoes have outsoles made of natural rubberor a synthetic imitation. The

outsole may comprise a single piece, or may comprise separate pieces of differentmaterials. Often the heel of the sole is rubber for durability and traction, while the front isleather for style. Specialized shoes will often have modifications on this design: athleticcleatshave spikes embedded in the outsole to grip the ground; many kinds ofdancingshoes have much softer or harder soles. These soles can be as hard as concrete, and verysturdy.

Heel

The bottom rear part of a shoe is the heel. These come in a variety of sizes and areusually made to support the large stresses applied to the heel of the foot. They are often

made of the same material as the sole of the shoe.This part can be high to make theperson look taller, or flat.

Vamp, or upper

Any shoe has an upper part that helps hold the shoe onto the foot. In the simplest cases,such as sandalsorflip flops, this may be nothing more than a few straps for holding thesole in place. Closed footwear, such as boots, sneakers and most men's shoes, will usuallyhave a more complex upper. This part is normally decorated or is made in a certain styleto look fashionable and attractive for the buyer.

Accessories to shoes

Shoe horn - can be used to insert a foot into a shoe by keeping the shoe open and

providing a smooth surface for the foot to slide upon Shoe tree - placed inside the shoe when user is not wearing it, to help maintain the

shoe's shape Shoe polishing equipment:
http://en.wikipedia.org/wiki/Leatherhttp://en.wikipedia.org/wiki/Leatherhttp://en.wikipedia.org/wiki/Leatherhttp://en.wikipedia.org/wiki/Rubberhttp://en.wikipedia.org/wiki/Rubberhttp://en.wikipedia.org/wiki/Cleat_(shoe)http://en.wikipedia.org/wiki/Cleat_(shoe)http://en.wikipedia.org/wiki/Dancinghttp://en.wikipedia.org/wiki/Sandal_(footwear)http://en.wikipedia.org/wiki/Sandal_(footwear)http://en.wikipedia.org/wiki/Flip_flophttp://en.wikipedia.org/wiki/Shoe_hornhttp://en.wikipedia.org/wiki/Foothttp://en.wikipedia.org/wiki/Shoe_treehttp://en.wikipedia.org/wiki/Leatherhttp://en.wikipedia.org/wiki/Rubberhttp://en.wikipedia.org/wiki/Cleat_(shoe)http://en.wikipedia.org/wiki/Dancinghttp://en.wikipedia.org/wiki/Sandal_(footwear)http://en.wikipedia.org/wiki/Flip_flophttp://en.wikipedia.org/wiki/Shoe_hornhttp://en.wikipedia.org/wiki/Foothttp://en.wikipedia.org/wiki/Shoe_tree


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Shoe polish - a waxy material spread on shoes to improve appearance,

glossiness, and provide protection Shoe brush and polishing cloth - used to apply polish to shoes

Overshoes orgaloshes - a rubber covering placed over shoes for rain and snow

protection (Orthopedic) shoe insert - insert of various materials for cushioning, improved fit,

or reduced abrasion. These include padding and inner linings. Inserts may also beused to correct foot problems

Shoe bag - a bag that protects shoes against damage when they are not being worn

Shoe stretcher - a tool for making a shoe longer or wider or for reducing

discomfort in areas of a shoe Snow shoe - a wooden or leather piece which increases the area of ground

covered by the shoe

Types of shoes

Dress and casual shoes

Dress shoes are categorized by smooth and supple leather uppers, leather soles, andnarrow sleek shape. Casual shoes are characterized by sturdy leather uppers, non-leatheroutsoles, and wide profile.

Some designs of dress shoes can be worn by either gender. The majority of dress shoeshave an upper covering, commonly made of leather, enclosing most of the lower foot, butnot covering the ankles. This upper part of the shoe is often made without apertures oropenings, but may also be made with openings or even itself consist of a series of straps,e.g. an open toe featured in women's shoes. Shoes with uppers made high to cover the

ankles are also available; a shoe with the upper rising above the ankle is usuallyconsidered aboot but certain styles may be referred to as high-topped shoes or high-tops.Usually, a high-topped shoe is secured by laces or zippers, although some styles haveelastic inserts to ease slipping the shoe on.

Shoes made from real crocodile skin, in a conservation exhibit atBristol Zoo,England

Men's shoes

Men's shoes can be categorized by how they are closed:

Balmorals - the vamp has a V-shaped slit to which the laces are attached; alsoknown as "closed lacing." In England, the balmoral is known as the Oxford. Theword "Oxford" is used by American clothing companies to market shoes that arenot Oxfords, such as rubber-sole bluchers.

Blchers - the laces are tied to two pieces of leather independently attached to thevamp; also known as "open lacing." In England, the Blucher is known as theDerby shoe.

Monk-straps - a buckle and strap instead of lacing
http://en.wikipedia.org/wiki/Galosheshttp://en.wikipedia.org/wiki/Shoe_inserthttp://en.wikipedia.org/wiki/Dress_shoehttp://en.wikipedia.org/wiki/Boothttp://en.wikipedia.org/wiki/Crocodilehttp://en.wikipedia.org/wiki/Bristol_Zoohttp://en.wikipedia.org/wiki/Bristol_Zoohttp://en.wikipedia.org/wiki/Englandhttp://en.wikipedia.org/wiki/Englandhttp://en.wikipedia.org/wiki/Balmoral_(shoe)http://en.wikipedia.org/wiki/Bl?cherhttp://en.wikipedia.org/wiki/Galosheshttp://en.wikipedia.org/wiki/Shoe_inserthttp://en.wikipedia.org/wiki/Dress_shoehttp://en.wikipedia.org/wiki/Boothttp://en.wikipedia.org/wiki/Crocodilehttp://en.wikipedia.org/wiki/Bristol_Zoohttp://en.wikipedia.org/wiki/Englandhttp://en.wikipedia.org/wiki/Balmoral_(shoe)http://en.wikipedia.org/wiki/Bl?cher


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Various other closings exist but are less popular such as side-elastic closings.

Men's shoes can also be decorated in various ways:

Plain-toes - have a sleek appearance and no extra decorations on the vamp.

Cap-toes - has an extra layer of leather that 'caps' the toe. This is possibly the mostpopular decoration Wing-tips - The toe of the shoe is covered with a perforated panel, the wing-tip,

which extends down either side of the shoe. Wing-tips can be found in bothbalmoral and blucher styles. In England this is called a brogue.

Women's shoes

There is a large variety of shoes available for women. Some broad categories are:

Pumps, known in the US as ballerinas or skimmers, are shoes with a very low heel and arelatively short vamp, exposing much of the instep. They are popular for warm-weatherwear, and may be seen as more comfortable than shoes with a higher heel.

High heels may be shoes with heels 2 inches (5 cm) or higher. They are often seen ashaving more sex appeal than low heels (see article for discussion) and are thus commonlyworn by women for formal occasions or social outings.

Sneaker boot and sneaker pump - a shoe that looks like an athletic shoe, but is

equipped with a heel, making it a kind of novelty dress shoe

Boots - Long shoes (covering the ankle) frequently made of leather. Some are

designed to be used in times of bad weather, or simply as an alternate style ofcasual or dress wear. Styles include rubber boots and snow boots, as well as workboots and hiking boots.

Slippers - Usually for night use, commonly worn withpajamas

Athletic shoes

Men's and women's athletic shoesand special function shoes often have less differencebetween the sexes than in dress shoes. In many cases these shoes can be worn by eithersex. Emphasis tends to be more on function than style.

Sneakers/trainers (also calledgym shoes ortennis shoes) - general purpose

athletic shoes; made out of rubber, cloth, and/or plastic to be lightweight, flexible,and have good traction. Special varieties available for basketball or tennis.

Running shoes - very similar to above, with additional emphasis on cushioning.
http://en.wikipedia.org/wiki/High_heelshttp://en.wikipedia.org/wiki/Sneaker_boothttp://en.wikipedia.org/wiki/Bootshttp://en.wikipedia.org/wiki/Slipperhttp://en.wikipedia.org/wiki/Pajamashttp://en.wikipedia.org/wiki/Athletic_shoehttp://en.wikipedia.org/wiki/Athletic_shoehttp://en.wikipedia.org/wiki/Sneaker_(footwear)http://en.wikipedia.org/wiki/High_heelshttp://en.wikipedia.org/wiki/Sneaker_boothttp://en.wikipedia.org/wiki/Bootshttp://en.wikipedia.org/wiki/Slipperhttp://en.wikipedia.org/wiki/Pajamashttp://en.wikipedia.org/wiki/Athletic_shoehttp://en.wikipedia.org/wiki/Sneaker_(footwear)


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Track shoes - lightweight; often with plastic or metal cleats

Cleats - a type of shoe featuring molded or removable studs. Usually worn while

playing sports such as rugby, football, American football, orbaseball Golfshoes - with "spikes" for better grip in grass and wet ground. Originally the

spikes or "cleats" were made of metal but replacable "soft spikes" made of

synthetic plastic-like materials with prongs distributed radially around the edge ofeach spike are much more common today (and are required on many golf coursessince they cause less damage to the greens)

Bowling shoes - intermediate style between ordinary dress shoes and athletic

shoes. They have harder rubber soles/heels so as not to damagebowling alleyfloors. They are often rented or loaned at bowling alleys.

Climbing shoes, also known as hiking shoes or boots - usually have a high

somewhat stiff upper with many lace eyelets, to provide ankle support on uneventerrain, with extra large traction on the sole.

Walking shoes - have a more flexible sole than the running shoe, lighter in weight

than the hiking boot, may have air holes, may not be water proof.

Skating shoes - typically calledskates. They have various attachments forskatingon the bottom of the shoe portion.

o Ice skates

o Roller skates

o Inline skates

Ski boot - a large, thick plastic boot specially designed for attachment to the ski.

Skateboarding shoes have flat soles for a better grip on a skateboard. They are

very wide and have extra layers of padding to protect the skateboarders feet.Many young people wear them for comfort.

Cycling shoes are equipped with a metal cleat to interface with clipless pedals, as

well as a stiff sole to maximize power transfer and support the foot.

Snowshoes are special shoes for walking in thick snow. In temperate climates,snowshoes are used for mostly recreational purposes in winter.

Orthopedic shoes

Orthopedic or "comfort" shoes are made withpedorthic and anatomically-correct comfortqualities, such as padded removable footbeds, wide toe boxes and arch support are madeespecially for those with problematic feet.

Dance shoes

Pointe shoes - shoes designed for ballet dancing, which have the toe box stiffenedwith glue and a hardened sole so the dancer can rise on the tips of her (or his) toes

Ballet slipper - heel-less slippers made of canvas or leather, with usually a leather

sole that may be continuous or in two parts (split-sole) - stiffer leather sole overthe ball of the foot and over the heel, with the part of the shoe under the archmade of the softer material of the upper, so as the foot can be pointed to itsutmost. Ballet slippers are usually secured by elastic straps. They are most
http://en.wikipedia.org/wiki/Track_shoehttp://en.wikipedia.org/wiki/Cleathttp://en.wikipedia.org/wiki/Cleatshttp://en.wikipedia.org/wiki/Rugby_footballhttp://en.wikipedia.org/wiki/Football_(soccer)http://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Baseballhttp://en.wikipedia.org/wiki/Golfhttp://en.wikipedia.org/wiki/Bowlinghttp://en.wikipedia.org/wiki/Bowlinghttp://en.wikipedia.org/wiki/Climbing_shoehttp://en.wikipedia.org/wiki/Skateshttp://en.wikipedia.org/wiki/Skatinghttp://en.wikipedia.org/wiki/Ski_boothttp://en.wikipedia.org/wiki/Cycling_shoehttp://en.wikipedia.org/wiki/Bicycle_pedal#Clipless_pedalshttp://en.wikipedia.org/wiki/Snowshoeshttp://en.wikipedia.org/wiki/Pedorthichttp://en.wikipedia.org/wiki/Pedorthichttp://en.wikipedia.org/wiki/Pointe_shoeshttp://en.wikipedia.org/wiki/Track_shoehttp://en.wikipedia.org/wiki/Cleathttp://en.wikipedia.org/wiki/Cleatshttp://en.wikipedia.org/wiki/Rugby_footballhttp://en.wikipedia.org/wiki/Football_(soccer)http://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Baseballhttp://en.wikipedia.org/wiki/Golfhttp://en.wikipedia.org/wiki/Bowlinghttp://en.wikipedia.org/wiki/Climbing_shoehttp://en.wikipedia.org/wiki/Skateshttp://en.wikipedia.org/wiki/Skatinghttp://en.wikipedia.org/wiki/Ski_boothttp://en.wikipedia.org/wiki/Cycling_shoehttp://en.wikipedia.org/wiki/Bicycle_pedal#Clipless_pedalshttp://en.wikipedia.org/wiki/Snowshoeshttp://en.wikipedia.org/wiki/Pedorthichttp://en.wikipedia.org/wiki/Pointe_shoes


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commonly pink, white, black, or pale tan, although they may be made in specialtycolours such as red oor blue.

Jazz shoe - similar in basic structure to a split-sole ballet slipper, jazz shoes

usually have a longer vamp, securing the foot by laces or elastic inserts. Unlikeballet slippers, jazz shoes usually have a low (1" or under) heel.

Tango/flamenco dance shoes Dance sneakers (or dansneakers)- a combination of a sneaker and a dance shoe,

with a block toe like a ballet slipper Character shoes - shoes with a 1"-3" heel, which are usually made of leather, and

often have one or more straps across the instep to secure the foot during dance.They may come in soft-soled (suede) or hard-soled varieties. They may beadapted into tap shoes by attaching taps.

Work shoes

Work shoes are designed to stand heavy wear, to protect the wearer, and provide high

traction. They are generally made from sturdy leather uppers and non-leather outsoles.Sometimes they are used foruniforms or comfort by nurses, waitresses,police,militarypersonnel, etc. They are commonly used for protection in industrial settings, construction,mining, and other workplaces. Protective features may include steel-tipped toes and solesorankle guards.

Historical shoes

Footwear has been worn for tens of thousands of years. Shoes of the past include:

Espadrilles: these sandals, which are still worn today, are found as early as the

14th century. Patten: a European wooden overshoe used to keep a person's feet dry outdoors.

First worn in the middle ages, they continued in use even into the early 20thcentury.

Poulaine: a shoe with a long-pointed toe, popular in Europe in the 1400s.

Maintenance

Breaking-in - Some shoes are made of hard but deformable material. After a

person wears them multiple times, the material reforms to fit the wearer's feet.The person is said to have broken in the shoes.

Polishing - for protection, water resistance (to some extent) and appearance,especially for leather shoes andboots.

Heel replacement - heels periodically wear out. Not all shoes are designed to

enable this. Sole replacement - soles also wear out. Not all shoes can have their soles

replaced. Shoelace replacement.
http://en.wikipedia.org/wiki/Tap_dancehttp://en.wikipedia.org/wiki/Uniformhttp://en.wikipedia.org/wiki/Nursehttp://en.wikipedia.org/wiki/Waitresshttp://en.wikipedia.org/wiki/Policehttp://en.wikipedia.org/wiki/Policehttp://en.wikipedia.org/wiki/Militaryhttp://en.wikipedia.org/wiki/Constructionhttp://en.wikipedia.org/wiki/Constructionhttp://en.wikipedia.org/wiki/Mininghttp://en.wikipedia.org/wiki/Steel-toe_bootshttp://en.wikipedia.org/wiki/Anklehttp://en.wikipedia.org/wiki/Espadrilleshttp://en.wikipedia.org/wiki/Patten_(shoe)http://en.wikipedia.org/wiki/Middle_ageshttp://en.wikipedia.org/wiki/Middle_ageshttp://en.wikipedia.org/wiki/Poulainehttp://en.wikipedia.org/wiki/Boothttp://en.wikipedia.org/wiki/Boothttp://en.wikipedia.org/wiki/Tap_dancehttp://en.wikipedia.org/wiki/Uniformhttp://en.wikipedia.org/wiki/Nursehttp://en.wikipedia.org/wiki/Waitresshttp://en.wikipedia.org/wiki/Policehttp://en.wikipedia.org/wiki/Militaryhttp://en.wikipedia.org/wiki/Constructionhttp://en.wikipedia.org/wiki/Mininghttp://en.wikipedia.org/wiki/Steel-toe_bootshttp://en.wikipedia.org/wiki/Anklehttp://en.wikipedia.org/wiki/Espadrilleshttp://en.wikipedia.org/wiki/Patten_(shoe)http://en.wikipedia.org/wiki/Middle_ageshttp://en.wikipedia.org/wiki/Poulainehttp://en.wikipedia.org/wiki/Boot


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When unfit for use, shoes can be treated as trash ormunicipal solid waste and

disposed of. The exception can be with most athletic sneakers which can berecycled and turned into other raw materials. SeeNike Grind as an example.

Someone who makes or repairs shoes in a shop is called a cobbler.

COMPETITION ANALYSIS

Comparison with competitors
http://en.wikipedia.org/wiki/Municipal_solid_wastehttp://en.wikipedia.org/wiki/Nike_Grindhttp://en.wikipedia.org/wiki/Municipal_solid_wastehttp://en.wikipedia.org/wiki/Nike_Grind


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BATA

: High quality, comfortable and stylish shoes.

: Available in Europe and leading stores of asia & the middle east.

: Range for men, women and kids.

: Using modern technology.

: Diversity with ranges in running, training, court, basketball, football and Outdoor

ACTION

: experience in footwear industry

: It is synonymous with quality shoes

: Range for whole family i.e men, women and kids.

: Diversity with ranges from casuals to formals; from daily wear to sports wear and from an elegantcollection for ladies to a fun range for kids.

: The latest technology go into the making of Action footwear.

: Available in Delhi, Haryana, Himachal Pradesh and Daman etc.

: Action group endorses the principles of social responsibility

LAKHANI

: The Lakhani Group one of the largest footwear manufacturers in India.

: Lakhani Vardaan is a market leader today, in beach & casual/sports footwear in India.

:Uses latest technology.

: Available for men, women and kids.

: Known for good quality.


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LIBERTY

: Their main foray is in mens shoes and childrens school shoe.

: The company has created a range of 10 brands to exclusively cater to specific target groups.

: 3 exclusive men brands, 2 exclusive women brands, 1 exclusive brand for children, 3 unisex brands ofwhich 2 are sports shoes brands and one is a safety shoe brand for industrial workers.

: The company has also expanded their product range to cater to the entire family (men, women and kids).

: Company is known for its quality and soothe.

REEBOK

: Reebok isknown as one of the leading innovators of athletic shoe.

: Known for its design and superior technology.

: Popular for aerobic, fitness and tennis styles.

: Mostly preffered styles are reebok Classics and the cutting edge style of Rbk.

NIKE

: Nike produces a wide range of sports equipment.

: Started with Track running shoes and basketball shoes.

: Also available in Wide range of sports shoes including track & field, football, baseball,tennis, soccer, lacrosse, cricket, and golf.

: Nike is positioned as a premium-brand, selling well-designed and expensive products.

: Available in wide range for men, women and children.


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Available with different fragrances (mild & strong)

Acupressure scheme for Hypertension

Magnetic pads- to control the blood pressure The latest technology go into the making of frego shoes.

Light weight

Range for whole family i.e for men, women and kids.

Most important available in low price.

Will be known for its good quality, long lasting service and comfort.

MARKETING MIX


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PRODUCT

FUNCTIONALITY

FEATURES Pores in the pads, so that the fragrance can move upward

Liquid with different fragrances (mild & strong)

Acupressure in built in the pad

Magnetic pads- to control the blood pressure

Different color schemes & designs

Refilling of the fragrance in the pads

Range for male, female, children (above 15 years)

Light weight


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BRAND FREGO

WARRANTY For 1 year

PRICE

Price of frego shoes is totally based on the relative prices of the other available brands inthe market

Lakhani

Action

Liberty

Bata

M & B Nike

Reebok

Addidas

Red tape

Lomani

Wood land

Puma

Austin, etc.

Out pricing polices will be based on value based pricing and competitive basedpricing,

We wont be using price skimming technique as it is only for the technical products.

Since our quality of product is good and we have number of different features providedthere in the price ranges from 1500 to 5000.


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PLACE

WHERE WE ARE LOCATED

Headquaters in delhi supportedby multiple manufacturing and development unitsin states like-

Rajisthan.

Uttar Pradesh

Daman etc

No. of executives are customer geographies with the purpose of creating and

nurturing channel partners as well as customer relationship.

MARKET COVERAGE

Targeting 70%of total customers

Mainly outlets in urban and sub urban areas

LOCATIONS ( for distribution)- trying to cover major urban and sub urban areas of:-

Delhi

U.P

Maharastra

Bihar

West Bengal

Andhra Pradesh

Tamil nadu

Madhya Pradesh

Rajasthan

Karnataka

Gujarat

Orrisa

Kerala

Punjab

Harana

Chhattisgarh

Uttaranchal

Goa

Arunachal Pradesh

Mizoram

Pondicherry


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Chandigarh

PROMOTION

ADVERTISING

Posters and Hoardings

Visual media

Printed ( Newspapers, magazines )

Radios(All FM radio channels.)

PUBLIC RELATIONS

follow CRM ( customer relation management ) techniques corporate social responsibility.

PEOPLE

segmentation / target marketing


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PHYSICAL DISTRIBUTION

CHANNELS OF DISTRIBUTION

Factory

C & F

Retailers

Customers

hiring carriage from independent carriers

PACKAGING

Black box in the shape of shoe made up of hard board

Logo is printed on the top leaf of the box with red color

Using paper and jute bags for final distribution

No usage of poly bags either inside for packing and for disposing off to the

customers


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Fitting tipsThe right socks

When trying on shoes, make sure you are wearing the appropriate socks. For instance, ifyou are trying on boots that you would wear with heavy socks, don't try them on withthin nylons.

The right time

The best time to try on shoes is usually at the end of the day, when your feet are mostswollen. The point of waiting until the end of the day is to make sure that the footwearcan fit you at your widest-- kind of a "worst case scenario" check.

The right foot

The first shoe you try on should be for your larger foot. For most people, their larger footis the opposite from the hand they write with. For example, if you're right handed, yourleft foot might be bigger. Always fit the pair of shoes to this foot.

The first step

Stand up with your shoes on. Walk around. You should be able to wiggle your toes in thefront of the shoe. For most footwear, your toes will be able to touch the top of the shoe,but there should be 3/8" to 1/2" of space between your longest toe and the end of the

shoe. Different styles can sometimes dictate a different amount of space at the end of theshoe for example " pointed toe" style.

The right shoe

Don't buy shoes that are too tight. If you're at the point where you're hoping they willstretch to be comfortable, they probably won't. It's true that soft leather and suede giveslightly, moulding to your foot, but they will not dramatically increase in width or length.There's a difference between a "snug", comfortable fit and a "tight", uncomfortable fit. Afew laps in the store should help you decide how you feel.


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Materials

A wide range of materials and combinations are used to produce footwear nowadays.Leather, rubber, synthetic materials and fabrics are all mainly used for the uppers.

Each material has its own specific features, not only in appearance but also in properties,performance and treatment. The type of material used has an important influence on howlong the item lasts and, often, dictates the recommended use.

However, the natural material that is most widely used for footwear is LEATHER.Leather breathes, it is soft, it has good impact resistance, it adapts perfectly to your feet.There are various main types:

Smooth leather has a soft surface with tiny pores, it can be shiny or matt.

Drummed leather has a very soft and lined surface.

Patent leather has a very smooth and shiny surface; it is easily damaged, due tochemical substances, to frost.

Nubuck is similar to suede and is easily marked even if you touch it lightly withyour fingers, but they brush off easily.

Leather a type used for the soles on formal footwear.

Crust a section of the skin, under the surface.

In India, synthetic materials and fabrics are used for the uppers and insole or lining of ashoe.

2 most frequent used synthetic material used besides textile:

PVC

Polyvinyl chloride is flexible material that is chemically non-reactive. PVC accepts paintsand performs well under most silk-screening processes have high strength. It's weatherresistance, and odorless.

PU

Polyurethane is a flexible and soft material that sometimes looks like leather. Very lightbut does not have a long lasting shelve life. Will tends to bio-degrade itself after 2-3 years

into small molecular powder.


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Symbols on shoes

A wide range of materials and combinations are used to produce footwear nowadays.Leather, rubber, synthetic materials and fabrics are all mainly used for the uppers. Eachmaterial has its own specific features, not only in appearance but also in properties,

performance and treatment. The type of material used has an important influence on howlong the item lasts and, often, dictates the recommended use. However, the naturalmaterial that is most widely used for footwear is LEATHER. Leather breathes, it is soft, ithas good impact resistance, it adapts perfectly to your feet. There are various main types:

Smooth leather has a soft surface with tiny pores, it can be shiny or matt.Drummed leather has a very soft and lined surface.Patent leather has a very smooth and shiny surface; it is easily damaged, due tochemical substances, to frost.Nubuck is similar to suede and is easily marked even if you touch it lightly with yourfingers, but they brush off easily.

Leather a type used for the soles on formal footwear.Crust a section of the skin, under the surface.

Structures

Upper Sole Lining

Materials

Leather Smooth leather Textile Other materials

Customer promise .

A very personal service

Our professional specialised staff is there to help you make the best choice. Don't hesitateto ask them for help or advice.

Product presentation

All the items are clearly marked with the price, size and description of the materials usedto make the product, thus saving you time and making your choice easier.

Your purchase is guaranteed


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You have the guarantee to replace the purchased item if it is still intact and accompaniedby the till receipt.

SPECIAL ATTRACTIONS


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Alternative and Complementary Remedies for Hypertension

Acupressure for Hypertension

Acupressure is useful as a Complementary therapy in managing hypertension.

In traditional Oriental medicine, hypertension is said to be intimately connected with blockages inthe Liver meridian. The following points are useful for managing acupressure:

Gb 20, Li 11, Ht 3, St 36, Lv 3, and Kd 1

Caution: If blood pressure exceeds 200/100, do not do acupressure at all.

(St 36, Three Mile Foot)

St 36 is the most effective point to rejuvenate the body and blood. The combination of Li 11 andSt 36 is used extensively to treat hypertension.

How To Locate St 36: This point is located four finger widths below the lower border of thekneecap and one finger width off the shin bone to the outside. Flex your foot up and down; youwill feel the muscle move under your fingers if you are on St 36.

Applying Pressure: Apply moderate to firm pressure on St 36. Hold the pressure for one minute.

This point can also be stimulated either with the heel of your opposite foot, or with your fingers.

4. (Lv 3, Bigger Rushing)

Traditional Oriental medicine practitioners believe that hypertension is intimately connected withblockages in the liver meridian. Lv 3 exerts a powerful, beneficial influence on all aspects of thebody associated with the liver meridian.


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How To Locate Lv 3: This point is located on the top of your foot, between the big toe and secondtoe.

Start at the web margin of skin between the two toes. Now slide your index finger up between thebones until you feel a depression about 1/2 inch up.

Applying Pressure: Using your index finger, press between the bones. Start with light pressure.Increase the pressure gradually as much as you can tolerate or until you are using moderate tofirm pressure. Press for about 1 minute.

5. (Kd 1, Bubbling Spring)

How to Locate Point: Kd 1 is on the sole of the foot between the second and third toe bone, twothirds of the distance from the heel to the base of the second toe. It's just below the ball of thefoot.

Applying Pressure: Press firmly on the point for about a minute.

SEGMENTATION PROCEDURESEGMENT A market segment consists of a group of customers who share a similarset wants.


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The marketer does not create the segments; the marketers task is to identify the segmentsand decide which one(s) to target. Segment marketing offers several benefits over massmarketing. We at Frego shoes believe that we can create a more fine-tuned product orservice offering and price it appropriately for the target segment.

BASIS OF SEGMENTATION

SEGMENTATION FOR FREGO

1) GEOGRAPHIC SEGMENTATION: Calls for dividing the market intodifferent geographical units, such as, nations, states, regions, cities orneighborhoods. We will be operating basically in the Urban and Suburban areasand tend to slowly and steadily expand business.

2) DEMOGRAPHIC SEGMENTATION: In this the market is divided into

groups on the basis of variables such as age, family size, family life cycle, gender,income , occupation, religion, generation, nationality and social class. We arebasically catering to children above 15years of age and adults.

3) PSYCHOGRAPHIC SEGMENTATION: In psychographic segmentation,buyers are divided on the basis of lifestyle or personality or values. People withinthe same demographic group can exhibit very different psychographic profiles.Keeping the aforesaid in view we have laid special emphasis on the attitudes,interests and activities. Moreover we have tried to analyze the differentpersonality traits of the individuals surveyed. For instance youngsters wish to goin for more abstract designs and peculiar fragrances. They believe in the notion to

be DIFFERENT!!!! Office going ladies want something smart and comfortablebecause they have to do all the chores (of the house as well as of the office ).Office going males want something very comfortable and a very strong fragrancebecause they have to wear the same footwear all day long.

4) BEHAVIORAL SEGMENTATION: Here the buyers are divided into groupson the basis of their knowledge of, attitude toward, use of, or response to aproduct. Like many marketers we also believe that behavioral variables occasions, benefits, user status, usage rate, loyalty, buyer- readiness stage, andattitude are the best starting points for constructing market segments. We havedesigned our questionnaire keeping in mind the above parameters.

PRICING STRATEGY

PRICING OF FREGO SHOES


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Out pricing polices will be based on value based pricing and competitive basedpricing,

We wont be using price skimming technique as it is only for the technical products.

Since our quality of product is good and we have number of different features provided

FORMAL SHOES INFORMAL SHOES

Men from Rs. 999 from Rs. 1599

Women from Rs. 799 from Rs. 1399

Kids from Rs. 599 from Rs. 1199

Competitive 5 Forces modal:


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The five forces modal of Porter is an outside-in business unit strategy tool that is used tomake an analysis of the attractiveness (value) of an industry structure. The CompetitiveForces analysis is made by the identification of 5 fundamental competitive forces:

The entry of competitors -It basically deals with figuring out how easy or difficult

is it for new entrants to starts to compete, what kind of barriers do exist, etc.

The threat of substitutes It deals with analyzing how easily can our product or

service be substituted, especially by cheaper versions.

The bargaining power of buyers- how strong is the financial position of the

buyers. The rivalry among the existing players-Is there a strong competition between the

existing players or not.

Value Chains


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Michael Porter first developed the concept of value chains in his work on competitiveadvantage. Since then, there has been a considerable amount of work to expand on Mr.Porters original concepts. Value chain analysis, along with supply and demand chainanalysis, are staples of modern business management.

Value chain and value coalition analysis is a business design approach that definesprocesses based on economic value to a customer. To illustrate the value of theapproach, we can briefly compare it to two other widely used business process designapproaches, 1) work activity and, 2) functional organization:

Work Activity Based

A work activity based approach is a process design based purely on some set of activitiessupporting a workflow. An activity is defined as some effort that transforms or creates anobject.

For example: A work activity based process design on a purchasing workflow wouldinclude the creation of a purchase order. This approach is useful in determining theefficiency or effectiveness of a workflow process, but is not always useful in determiningwhether the activity should have been performed in the first place.

Functional Organization

This approach involves the top down organization of functions based on types ofactivities, e.g., finance, marketing, and engineering. This approach is generally the leasteffective as it tends to result in disconnects across the enterprise as well as sub-optimizedprocesses, but it is very popular due to its simplicity. As illustrated below, you can map afunctional hierarchy to a process map, but one does not flow out of the other. The theory

is that the process-based activities, especially in the case of a value chain based processdesign, will better align your enterprise to its customers.

Using the value chain approach, processes that provide direct value to the customer aremodeled first. Derivative processes that support the value chain processes are modeled tosupport the value chain. The general concept is that by defining your enterprise around


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the revenue producing value chain processes, the enterprise will be more effectivelyaligned with its customers needs.

Michael Porters Value chain

Porter distinguishes between primary activities and support activities. Primary activitiesare directly concerned with the creation or delivery of a product or service. They can begrouped into five main areas: inbound logistics, operations, outbound logistics, marketingand sales, and service. Each of these primary activities is linked to support activities

which help to improve their effectiveness or efficiency.

There are four main areas of support activities: procurement, technology development(including R&D), human resource management, and infrastructure (systems for planning,finance, quality, information management etc.).

The basic model of Porters Value Chain is as follows:The term Margin implies that organizations realize a profit margin that depends on theirability to manage the linkages between all activities in the value chain. In other words,the organization is able to deliver a product / service for which the customer is willing topay more than the sum of the costs of all activities in the value chain.

Suppliers/

Vendors

Provide Quotes

Process Orders Manage Funding &

Contracting

Procure Products or

Services

Manage Vendors &

Provide SourcingProvide Aggregate

Pricing

Provide Oper. &

Maint. Services

Manage Projects

Provide Logistics

Process Payments

Channels

SalesForce

Call

Center

G2G

ExchangeCustomer

B2GExchange

Acct Reps

Support

Staff

Track/Adjust Orders

Phase 1 Value Chain Analysis Focus

Phase 1 Value Chain Alignment Areas

Out of scope in Phase 1Key:

Dispose of Gov.

Assets

Purchasers

Provide Planning &

Req. Definition

Support

Develop Sourcing

Strategies


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The value chain method has been extended to include the value coalitions, whichrecognizes that some processes need to allow greater flexibility. The value coalition

model recognizes that value is often created by the simultaneous interaction of severalunits:

Marketing Production

R&D CUSTOMERS


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In the above illustration, R&D, Marketing, Production and Customers all are viewed asworking together to add value. Problems arising in the value coalition model thus

involve several units and requires their simultaneous participation to find solutions.

Performance management measures are ordained by the organizations strategic directionand the tactics required to achieve the strategy.The figure below illustrates that effective performance grows in complexity as it movesfrom the individual to the team, and to the values chain and coalition level. This isbecause the number of different people, specialties, and types of information tends toincrease at higher levels of the hierarchy.

15

Values Chain & Coalition

Performance

Team

Performance

Individual

Performance

C

O

M

P

L

E

X

I

T

Y

Hierarchy of Performance


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CONSUMER BEHAVIOR

The major factors influencing buying behavior :-

Cultural factors:

Culture:-

Material comfortIndividualismExternal comfort

Sub culture:-

There would be a very low effect of sub culture. The main target customers lie in urbanand semi urban region.

Social class:-

This will pay a vital role with the rise in brand image there will be continues rise in thesales

Social class will be formed by many clusters, which will affect buyers buying behaviormainly they are occupation, social class, wealth, education.

Shoes is very diversified product we cant focus on any single section so buying behaviorwill change from social class top to bottom.

Social factors:-

Reference group:-We wont be using any big endorser product we will follow a simple strategy showing

normal people in different part of life.

Our target will be lower upper, upper middle middle class and working class and try tocover 75% of the total customers

Family:-Family is divided in 2 catagories


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Family of orientation and family of procreation

The effect of family of orientation is very low but there is a person behavior effect withthe family of procreation now a days husband and wife both go on shopping and each

others choice matters a lot in buying the product with shoes.

But a number of time it is also seen that usually husbands buys shoes of there choice.

Occupation and economic circumstances:-

In buying behavior the targeted people will be good post holders in job. Having goodincome and are single, following the DOUBLE INCOME NO CHILDRENSYNDROME, married and even retired {who are health and status conscious}.


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1)sincerity:-as sincerity means down to earth , honest , wholesome , cheerfrul after usingour product you we feel cheerful in life as it will fulfill its task as has been prescribed youwill feel then things which we have mentioned is not fake and we have given as we havegiven about the product and we dont say after wearing it you will feel like heaven but itis down to the earth and we believe in what we are giving its should be upto what we said.2)excitement:-like people are daring, imaginative, spirited, up-to-date after wearing theshoes you will feel like doing something great having high spirites in life , if you feelfresh then your imaginative power also gets freshen up ,and as you feel freshen up, youcan also keep your self up to date and can be in race with other people targeting hightasks and doing hardwork to fulfil them nad you feel excited also you also will feel thatyou are young again you will feel cool from inside and a happiness will come from urheart as it will take care of your health also keep your body cool and not harm your bodyit will keep you mentally as well as physically fit as you are physically and mentally fityou yourself will fell good.

3)competence:- competence is something which is related to reliable , intelligent ,successful as you wear the you will know how successfully it work and how reliable it isand you havent wasted your money in things which you after buying is of no use to youbut instead you will feel like you have invested in right direction and you haveintelligently also and as it will work successfully you will come to know how reliable it isand as we are using good material also you can rely that you have invested your money atthe right place and is it is also serving the purpose for what it is bought ,

4)sophistication:-.as this shoe is only for the middle upper class and also for the upperclass it will give them charm whem they will be wearing this shoes because some people


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feel satisfied after the have spent something and some spent on brand also so both theneeds are satisfied .

5)ruggedness:- our shoe is tough also because it is made of such a material that it willlast long and you can enjoy your shoe as much as you can it will not get worn out easily

as it will last long you will feel like what you have spent is not wasted and you haveutilized the whole money you have spent you have not taken any wrong decision youright in taking the decision you have taken because in som cases after people buy thingsthey feel that they taken some wrong decision but it will not happen in our case you willfeel satisfied at every part you look because we believe in customer satisfaction ,customer is the first priority for us if he /she is satisfied we feel our efforts are not wastedwe feel our efforts come true .


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Pre launch and launch day:

We will show half addvertisment 2 months before through different mediums ofpromotion.In order to create curiosity in buyers. On big retails outlets Big bazaar, Fashion station,Spencers, etc. We will put sample shoes for sale so that feedback can be taken properly ofthe buyers and subsequent changes can be bring about it.

2 days before launching we will start showing advertisement all around the country forour pdt. in starting 2 months our maximum investment on video, audio and print adds.There will be an advertisement on every channel at all possible time becauseJO DIKHTA HAI WHO BIKTA HAI. We will take into consideration radios also. Wewill be doing public gatherings sponcering shows and events.

Our adds will be very simple sover showing standard life with showing all qualities. Tosell a product it is necessary to create a big brand image. Secondly our competitors aremultinationals with lots of money, brand image and quality so it is necessary to hit themarket on right time and right place. We wont be launching our shoes near to off seasonor seasonal sales time as this time prices of our competitors wil

On the day of launch we will hire trucks and busses and show stage shows in mall roadswhere there is a big public gathering.

For shows we will target in big cities so that our target customers that are middle upper

middle and high class persons.

Adverstisments will be showing everything and targeting on quality of product and ouraims. Will try to show that shoes are not just normal shoe it is SHOES MADE WITHLOTS OF RESEARCH for every individual customers.


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CUSTOMER RELATIONSHIP MANAGEMENT

1- We will give value to customers investment.2- We will reduce the environmental impacts of our operations.3- Caring for the welfare and development of our employees.4- We will make a positive difference to people in the communities where we will

operate.5- We will publish our company policies and techniques in the bulletin for public

assistance.6- Feedback of every customer will be taken on a questioner.

7- Customers will be informed about companies latest innovations through mails.8- It is seen that on right time there is not a right person on right place so by specialattention would be given on sales staff.

9- Special training program for the managers in big retails outlets. So that theconsumers can easily be assisted and proper feedback can be taken.

10- After sales services will be provided to the customers11- Guarantee of your purchase If you return the pair of shoes in good condition

within next 20 days, with receipt. We will change the shoe with another pair.

COMPANIES SOCIAL RESPONSIBILITIES1- Analyze, evaluate and assess the social and environmental impact of new products,

technologies and processes at the design and development stage.2- We support social and environmental projects and develop partnerships with

businesses and organizations whose direct or indirect output contributes to asustainable society.

3- Keeping the environment into consideration, we will be using jute and papers bagsfor packaging but no poly bags as poly bags are harmful to nature.

4- It not only work for the welfare of the employees we will also try to provide welfare

programs for there family. For instance we will provide education facilities and try toprovide home based work for the ladies in the house.

5- Special training programs will be organized for our employees at each level so as toprovide them with a platform for professional as well as their personal development.


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QUESTIONER ANALYSIS:-

1 How often do you wash your sport shoes due to bad odor? Once a weak

Once a month

More than a month

0

5

10

15

20

Once a weak

Once a month

More than a month

Once a weak 18 16

Once a month 2 6

More than a month 5 5

male female

2 For what purpose you use your sport shoes?

Heavy exercises

Jogging / light exercise

Fashion


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0

5

10

15

20

Heavy exercisesJogging / light exercise

Fashion

Heavy exercises 3 1

Jogging / light

exercise

15 16

Fashion 7 10

male female

3 What kind of inner shoe padding you would prefer?

Regular

Soft

Acupressure

0

2

4

6

8

10

12

14

16

18

Regular

Soft

Acupressure

Regular 10 3

Soft 7 17

Acupressure 8 7

male female

4 In leather shoes you will prefer laces?

Yes

No


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0

2

4

6

8

10

12

14

16

18

Yes

No

Yes 9 14

No 16 13

male female

5 Size of heals preferred

1 inch

more than 1 inch

0

5

10

15

20

25

1 inches

more than 1 inches

1 inches 21 16

more than 1 inches 4 11

male female

6 Color preference (formal shoes)male: female:


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0

5

10

15

20

male

female

male 19 4 2

female 17 4 5 1

black brown white light pink skin colur

7. Color preference (sport shoes)male: female:

0

5

10

15

20

25

male

female

male 21 1 1 3

female 19 1 7

white blue grey pink black

8 Is FREGO a good name for a fragrance shoes

yes

no


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0

2

4

6

8

10

12

14

16

yes

no

yes 15 13

no 10 14

male female

CONCLUSION

We were given the task to introduce something innovative like an entrepreneur. This time our areachairperson asked to make a project on any innovative product not yet launched. This was not an easy taskbut with the proper guidance and facilities provided by the college weve tried to introduce a novel product.Its a group of nine members whove conventionalized this idea and who have the firm conviction to launchsuch a product sometime in the coming future

So we came up with the name frego. It is a product for customer ,and since we believe that CUSTOMERIS THE STARTINFG AS WELL AS THE END POINT OF EVERY MARKETING STRATEGY hence weconducted the questionnaire survey. We tried to know there views about it. what they want in there shoeswhat are there tastes and preference and try to make a product accordingly. We came to know that peopleare welcoming the idea of acupressure and fragrance. In color they will prefer black for formal and white forsports, but since we are targeting 70% o the population we can not run the our with 2 colors so we will useall colors but specifically white and black.

We also understand the meaning of CSR and CRM thats why from starting we will be using thesetechniques so that goodwill will create in the market. We do not want to do the same blunder as DELL hasdone by not having proper RM techniques. Seeling is just not the end we should offer services also worthpdt as we have already said in the project that a product is a complete bundle of good services and values.

So we do not want to compromise on this ground also.

We will be using C.L.R.I certificate and all fitness norms as a hole in boat can be disastrous in same mannerone error can create a big mess for the whole company thats why we take every step with measures,secondly our competitors are very strong and have good image and captured the market very well so topenetrate we have to be very careful. A person buying a shoe will buy a next 1 in min 6 months and evenafter a year or 2 so designing should also be in such a manner that it should be very attractive.

We can not lower our prices too much as our major competitors are Nike, Reebok Addidas, woodland ,M&B, etc so we are going on for competitive pricing and value based pricing.


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Create curiosity to attract human thats the key funda we use launching and pre launching techniques. Wewill make curious our customers about the product and by the time we can judge the consumer attitudetowards the product. We have to use all sources of promotional tools to penetrate in market easily.

Rest we will like to say it was a great experience for all of us working on this project as a team, this wasrealy very challenging and tough and we have came to learn a lot of things with each other experience andabout the shoe industry in India.

Annexure:-

A research program by a research organization relating to footware:-

Research Synopsis

Footwear Category

In an effort to better understand customer attitudes and purchase behavior in the footwearmarket, Ovation Marketing has undertaken an in-depth survey in that arena. Footwear,unlike many other categories is first a necessity purchase and second a luxury or non-need based purchase. Because of this, nearly everyone, at every income level, of everyrace buys shoes. For this reason, the results culled from this survey focus more onspending, the similarities and differences of male and female purchase habits, and thecompetitive landscape in this arena as opposed to demographics.

One of the first interesting nuggets this survey displayed was the inverse relationshipbetween male and female shoe buyers. Surprisingly, though women often own more pairs

of shoes than their male counterparts, men are more likely to spend more money for theright pair of shoes. Women are far more swayed by sales and nearly half of ourrespondents admit they will buy a pair of shoes if they see a sale even if they werentplanning to purchase shoes that day. But they are price conscious, 41% say they set abudget and wont buy a pair of shoes over that amount even if they find one they like.

Men, on the other hand, tell us they will pay top dollar for a good fitting shoe. As a matterof fact, 35% of men feel like they have to pay top dollar to get shoes that fit.


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Both men and women agree that the number one reason to purchase new shoes is that anold pair has worn out. But the similarities on purchase rationale end there. Half of ourfemale respondents cite that a change of season is another reason they purchase shoes,but only 20% of the men agree. The same holds true for buying shoes to match a newoutfit.

Most of our respondents were relatively brand neutral, and not terribly concerned aboutthe brand of shoes they were wearing or aware of the brands others are wearing. Women,however, are far more interested in a designerlookingshoeand the majority say theywont pay top dollar to get that look, opting instead for the knock-off at a lower price.

On the topic of price, the majority of our respondents spend an average of $25-$50 forboth casual and dress shoes. Men, however, are far more likely to spend $50+ on dressshoes than women. This adds further support to our female respondents assertion thatthey set a budget and stick to that price when purchasing footwear

Nearly half of our respondents purchased roughly 1-2 pairs of shoes per year, followed by25% who purchased 3-4 pairs. As expected, women purchase more shoes than menannually and are also responsible for purchasing shoes for spouses and children at ahigher rate than their male counterparts. Just over forty percent of footwear buyers maketheir purchases in a department store and/or a national chain shoe store. A third of thempatronize their local shoe store, with just under a fifth buying from mass merchants.Interestingly, the preferred shopping location varies by income level. The upper incomeshoe buyers prefer to purchase their shoes in a department store, compared to the lowerincome group who is more likely to buy from their local shoe store or mass merchant.

Most respondents agree that comfort is at the top of their list of important considerations

when selecting new footwear. Following comfort, they cite durability, style, genuineleather, color, and traction as top features. At the bottom of the spectrum, hand stitchingand recognizable brand were not noted as important at all.

Finally, when asked what advertising mediums affect their decision to purchase shoes, thepoint-of-purchase display received the highest marks. This is due, most likely, to the highlevel of emphasis shoe buyers put on sales. Newspapers were also cited as an importantinfluence, as well as manufacturers catalogs. Rounding out the list were TV (8%),Magazines (6%), Internet (6%), and Direct Mail (6%).


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Questionnaire

Name :-Age:-Sex::-

Questions:-

1 How often do you wash your sport shoes due to bad odor?

Once a weak

Once a month

More than a month

2 For what purpose you use your sport shoes?

Heavy exercises

Jogging / light exercise Fashion

3 What kind of inner shoe padding you would prefer?

Regular

Soft

Acupressure


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4 In leather shoes you will prefer laces?

Yes

No

5 Size of heals preferred

1 inch more than 1 inch

6 Color preference (formal shoes)male: female:

7 Color preference (sport shoes)male: female:

8 Is FREGO a good name for a fragrance shoes

yes

no


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EXPLANATION OF ADVERTISEMENT

PRINT add 1 we have used green colour as it is an environmental friendly product andred colour as it is the colour of our brand. We have shown the logo on extreme right hand

because we read left to right therefore its in on extreme right and since it is a shoecompany so dif types of shoes on left. And there are maple leaves all around to show itattractive.Second pront add shows values and the happy customers only red colour is given becauseit is again brand colour.Adds will be given in film magazines news papers. In newspaper we will give in firstpage and last page in the middle so that it will directly attract the customer.


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BIBLIOGRAPHY

1) BOOKS:- PHILLIP KOTLER: Marketing Management{millennium edition}- MALHOTRA NARESH: Marketing Research

- C.R. KOTHARI: Research Methodology- KELVIN KOTLER: Principles of Marketing- SCHIFFMEN and KAUNK: Consumer Behavior- ZIKMUND and AMICO: Marketing [4th edition]

2) NEWSPAPERS:- Economic Times- Business Standard- Times Of India.

3) WEBSITES: http:///www.holisticonline.com/herb_home.ht

http: www.indiamart.com/leatherleaders/ http://www.mbfootwear.com/

http:/www.hotfrog.in/Companies/A-G-Leathers http://www.clri.org/

http://www.valuebasedmanagement.net/ http://www.indianleatherdigest.com/ http://www.leatherindia.org/ http://www.ajantaleather.com/

wikkipedia.com http://www.holisticonline.com/herb_home.htm http://www.indiamart.com/leatherleaders/ http://www.mbfootwear.com/
http://www.mbfootwear.com/http://www.hotfrog.in/Companies/A-G-Leathershttp://www.clri.org/http://www.valuebasedmanagement.net/http://www.indianleatherdigest.com/http://www.leatherindia.org/http://www.ajantaleather.com/http://www.holisticonline.com/herb_home.htmhttp://www.indiamart.com/leatherleaders/http://www.mbfootwear.com/http://www.hotfrog.in/Companies/A-G-Leathershttp://www.clri.org/http://www.valuebasedmanagement.net/http://www.indianleatherdigest.com/http://www.leatherindia.org/http://www.ajantaleather.com/http://www.holisticonline.com/herb_home.htmhttp://www.indiamart.com/leatherleaders/

13282732 Launchof New Product Shoes

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