Original product v/s Duplicate Product
26
What is Shoe A shoe is an item of footwear intended to protect and comfort the human foot while doing various activities. Shoes have traditionally been made from leather, wood or canvas, but are increasingly made from rubber, plastics , and other petrochemical- derived materials.
description
a study on the original product (Chuck Taylor All Star Converse) and the Duplicate product (North Star from Bata) Note- North Star is a cheaper substitute of All Stars.
Transcript of Original product v/s Duplicate Product
What is ShoeA shoe is an item
of footwear intended to protect and comfort the human foot while doing various activities.
Shoes have traditionally been made from leather, wood or canvas, but are increasingly made from rubber, plastics, and other petrochemical-derived materials.
Types of Shoes
What are Converse Shoes?
Converse Shoes are sports like basketball sneakers made with canvas and rubber. Today all sneaker- sportswear are called converse shoes. Originally, Converse Rubber Shoe Company was created by
Marquis Mills Converse in 1908 in Malden, Massachusetts.
CHUCK TAYLORS ALL STARS CONVERSE SHOE
Referred as Converse All Stars, Converse Chuck Taylors, All Stars, Chucks or Cons.
Canvas and rubber shoes.
1st produced in 1917 as ‘All Stars.’
Evolution of the Product 1908 Converse rubber
Corporation opened for business.
At first, company made only galoshes and other work related rubber shoes.
Made athletic shoes.
Very first version of All Stars basketball shoes was produced in 1917.
Originally came in natural brown colors with black trim.
1920’s Converse All Stars made in all black canvas or leather versions.
Consisted of very thick rubber sole, an ankle covering canvas or leather
Charles H. Taylor, basketball player for Akron Firestones in 1921 joined Converse Sales force.
Throughout his career with Converse, Taylor travelled all across the United States hosting basketball clinics and promoting the All Star shoe.
In 1932, his name “Chuck Taylor” was added to the ankle patch.
In the 1930s Chuck Taylor designed the white high top model for the 1936 Olympics, and the shoe with its patriotic red and blue trim became very popular along with all black canvas and leather models of the All Star.
Official sneakers of the United States Armed Force in World War II.
1949, the classic black and white Chuck Taylors All Stars Converse introduced.
1957, the low cut Chuck Taylors All Stars Converse introduced.
When first created, the Converse All Star had three main styles - a monochromatic shoe with a black canvas upper and black rubber soles, an all white shoe with blue and red trim, and an all black leather and rubber shoe.
Added the toe guard, laces and outer wraps white.
1950, multiple color and prints.
The first coloured versions available were gold, green, orange, red, blue and light blue.
1988, glow in the dark introduced.
Today, customized graphics and designs of our choice.
Nike Acquisition
Along with the passing of Chuck Taylor, went the dominance of the Converse Company.
New rival companies stepped in introducing new models with new coloured looks, all leather uppers, and high tech innovations like pumps and air cells.
All Stars struggled due to competition and lack of fund.
Ownership and management changed several times.
2001 All Stars filled for bankruptcy.
2003, the brand was re-established successfully and was eventually purchased by its rival, Nike.
Bata’s North Star Converse Shoes Bata first established itself in
India in 1931and commenced manufacturing shoes in Betanagar in 1936.
The company was founded in 1894 whose family had been cobblers for generations. After Thomas Bata, the company was owned by Jan Antonin Bata. Under Jan Antonin Bata the company grew quickly and continued its expansion throughout Europe, North America, Asia, and North Africa.
Company is currently headquartered in Lausanne, Switzerland, with 3 business units.
North Star is a brand of Bata.
The North Star sneaker brand was created in Canada in the 1970s.
Marketing Mix
All Stars North StarPromotion
Chuck Taylor’s personal salesmanship plus clever marketing devices like the Converse Basketball Yearbooks put his imprint on the sport at all team levels.
The Ramones Band Nirvana’s Kurt Cobain, MASH’s Capt. B. J. Hunnicutt, WWE Diva A. J. Lee, Khalifa’s songs, Dennis the menance, Tall Story, HSM, etc.
Taglines like- ‘Shoes for all’ , ‘The world moves on your feet’, ’Outdoor is yours’, ‘Get comfortable today’,’ One world ,one Bata’.
Advertises its products just before launch of any new scheme.
Ads are displayed on a full page in the leading newspapers
TV-ADS: Rani Mukherjee as their brand endorser
Place
The All Stars is sold worldwide through retail stores and through the official website.
In all metro cities Bata is located in all the prime areas of the city and also exists in almost all the cities of India.
Marketing Mix
All Stars North StarProduct
Firstly their main product is the selling of sneakers for both athletics and casual wear. And secondary products that they offer are clothing such as tee shirts, sweat shirts and tops, socks and backpacks.
Bata sells all the range of footwear from shoes, canvas, belly, leather shoes, sandals, school shoes, flip flops etc.
Price
$80-110 for both male and female adults, $30-60 for both boys and girls regarding sneakers. In Indian currency, the starting range for the basic coloured All Stars is that of 4-5000Rs.
The pricing of North Star has been very nominal and user friendly for the customer which North Star targeted. There is a sale going on North Star almost throughout the year if not almost.
Market Demographics
All Stars North StarGeographic
In the United States alone, more than 60% of people own or have owned at least one pair of Converse sneakers. Somehow, this is the same case in many of the foreign countries along with India.
Bata is present across the country through more than 1200 stores.
Competition
Adidas, Puma and Reebok. Smaller companies like New Balance, Timberland and Jordan.
Lakhani Shoes, Liberty Shoes, Action Shoes, Woodland, Paragon and Relaxo.
ANALYSIS OF THE SURVEY
Youth Working Class
What brand converse shoes do you use?
67%
33%All StarNorth Star 70%
30%
All StarNorth Star
What do you prefer more while purchasing ANY converse shoes?
10%
90%
PriceQuality
100%PriceQuality
Are you allowed to wear converse shoes at work?
60%
40%
YesNo
If a
If allowed at work, do you wear?
10%
90%
YesNo
Working Class
Youth Working Class
Which brand do you find trustworthy?
67%
33% All Stars
North Star 96%
4%
All StarsNorth Star
Which are the prominent ways of promoting any converse shoes?
37%
44%
16% 3%
TV Com-mercialsSeason Sales
Bill-boards, news-papers,etcOthers
59%
7%
33%
1%
TV Com-mercialsSeason Sales
Bill-boards, newspa-pers ads, etc.
Others
Youth
Rate the quality of packaging required for any converse shoe
8%
83%
9%
AverageGoodBetter
What attracts you to purchase converse shoes?
Youth
All Star North Star
36%
15%3%6%
6%
33%
Quality
Brand Name
Price
Others
Warranty
Design and Features
Fav. Sporstperson
33%
22%22%
6%17%
Quality
Brand Name
Price
Others
Warranty
Design and Features
Fav. Sportsperson
What attracts you to purchase converse shoes?
Working Class
All Star North Star
41%
24%
6%
29%
Quality
Brand Name
Price
Others
Warranty
Design and Features
Fav. Sporstperson
27%
27%18%
27%
Quality
Brand Name
Price
Others
Warranty
Design and Features
Fav. Sporstperson
List of Product benefits
Youth
All Star North Star
34%
20%
5%
9%
27%
2% 2%
Quality
Brand Name
Price
Availability
Packaging
Warranty
Design and Features
Product De-livery
Others
15%
15%
15%20%5%
30%
Quality
Brand Name
Price
Availability
Packaging
Warranty
Design and Features
Product Delivery
Others
List of Product benefits
Working Class
All Star North Star
39%
17%11%
11%
22%
Quality
Brand Name
Price
Availability
Packaging
Warranty
Design and Features
Product De-livery
Others
11%
22%
33%
33%
Quality
Brand Name
Price
Availability
Packaging
Warranty
Design and Features
Product De-livery
Others
Rate product on its packaging, quality, durability and comfort level
Youth
All Star North Star
54%36%
11%
AverageGoodBetterExcellent
6%
33%
17%
44% AverageGoodBetterExcellent
Rate product on its packaging, quality, durability and comfort level
Working Class
All Star North Star
50%50%AverageGoodBetterExcellent
33%
67%
AverageGoodBetterExcellent
Drawbacks
Youth
All Star North Star
50%
15%
35%
PriceQualityAvailabilityColours/ DesignsOthers
38%
54%
8%PriceQualityAvailabilityColours/ DesignsOthers
Drawbacks
Working Class
All Star North Star
22%
67%
11%PriceQualityAvailabilityColours/ DesignsOthers
25%
75%
PriceQualityAvailabilityColours/ DesignsOthers
The Outcome
Logo
Brand
Design and Colors
Price
Quality and Durability
Popularity
Target audience
Availability
