SUMMER TRAINING PROJECT

ON
API POLYMERS (INDIA) PVT. LTD.

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

BRAND POSITIONING OF ACTIONS PREMIUM

PRODUCT CAMPUS SHOES

Training Supervisor:
Bijendra Rathor
(Production Manager)

Submitted By:
NITESH BUBNA
0162151707

Session- 2007-2010

ACKNOWLEDGEMENT

This project report is a result of endless effort & immense degree of toil by many great
minds. It was pleasure to work in one of the most valuable shoe company.
I would like to express my deep heartily & profound sense of gratitude to honorable my
company guide Mr. Bijendra Rathor and my faculty guide. Under their proper
benevolence guidance for practical aspects of study progressed. The goal of new idea and
development can only be obtained by hard working. It is only key to success. One to
achieve success, the best way is suggestion and guidance provided by ones mention.
I acknowledge my inner most gratitude my company & faculty guide for their best cooperation and kind assistance during framing of this project.
Finally I would like to convey my heartiest thanks to my well wisher because of their
blessing co-operation throughout my study. They boost up me everyday to work with a
new and high spirit.

Nitesh Bubna

PREFACE
Aim of my research is to find out the Brand positioning of the Actions premium
product Campus shoes. For this we have to do survey through which we can find out
the following:

Who are major competitors?

Who purchase the product?

How many customers influence the purchase?

On what factors buyers pay stress ex. quality, price, delivery etc...

How important are the various attributes?

Kind of changes required in the production & marketing of Actions strategies to

enhance the sales of campus shoes
For this a small survey is conducted in Delhi , their feedback is taken through a

questionnaire in which Campus sports shoes as a brand is measured, likes and dislikes of
different age group about sports shoes, peoples perception about this brand, product
quality, price, design & their combination. Also find out who is the big competitor &
why. Consumers expectation from action shoes, their problems, & their suggestions.
We had discus the basic need and purpose of branding. How can we build strong brand,
some personal tips to improve the sales & how company can compete & lead in its
market segment & about pricing the product?
So after doing a survey and research through a questionnaire I came to
conclusions and on that conclusion make a list of suggestions as concrete result of
research.

TABLE OF CONTENTS
CHAPTERS

PAGE NO.

Acknowledgement
Preface

CHAPTER 1

INTRODUCTION

1.1 Overview of the industry

1.2 Company Profile
1.3 Problem of the organization
1.4 Competitors information
1.5 SWOT Analysis
CHAPTER 2 OBJECTIVE & RESEARCH METHODOLOGY
2.1 Significance
2.2 Managerial usefulness of the study
2.3 Objectives of the study
2.4 Scope of the study
2.5 Methodology Adopted
2.6 Limitation
CHAPTER 3 CONCEPTUAL DISCUSSION
3.1 Brand
3.2 Advertising
CHAPTER 4 DATA ANALYSIS
CHAPTER 5 FINDINGS
CHAPTER 6 RECOMMENDATIONS
4

CHAPTER 7 CONCLUSION
CHAPTER 8 ANNEXURE
Questionnaire
CHAPTER 9 BIBLIOGRAPHY

Chapter 1
INTRODUCTION

1.1

OVERVIEW OF INDIAN FOOTWEAR INDUSTRY

The Footwear Industry is a significant segment of the Leather Industry in India. India
ranks second among the footwear producing countries next to China. The industry is
labour intensive and is concentrated in the small and cottage industry sectors. While
leather shoes and uppers are concentrated in large scale units, the sandals and Chappals
are produced in the household and cottage sector. India produces more of gents footwear
while the worlds major production is in ladies footwear. In the case of Chappals and
sandals, use of non-leather material is prevalent in the domestic market.
The major production centers India are Chennai, Ranipet, Ambur in Tamil Nadu, ,
Mumbai in Maharashtra, Kanpur in U.P. , Jalandhar in Punjab, Agra and Delhi.
The following table indicates concentration of units in various parts of the country:

Region

Large & Medium

Scale

SSI

Household

Tamil Nadu

64

31

Delhi & up North

Agra, Kanpur

34

14

Calcutta

19

Bangalore

Mumbai

11

Others

13

10

The estimated annual footwear production capacity in 1999 is nearly 1736 million pairs
(776 million pairs of leather footwear and 960 million pairs of non-leather footwear).

Region-wise share of total estimated capacities is as follows:

Leather
Shoes

Non-leather Leather
Leather
Shoes
Shoe Uppers Sandals

Non Leather
Sandals

Tamil Nadu

26

54

Delhi & up North

10

77

60

Agra, Kanpur

45

32

62

Calcutta

12

Bangalore

Mumbai

32

Others

13

40

Total

100

100

100

100

100

Region
Percentage

Shoes manufactured in India wear brand names like Florsheim, Gabor, Clarks,
Salamander and St. Micheals. As part of its effort to play a lead role in the global trade,
the Indian leather industry is focusing on key deliverables of innovative design,
consistently superior quality and unfailing delivery schedules.
India in itself has a huge domestic market, which is largely untapped.
The Indian footwear industry is provided with institutional infrastructure support through
premier institutions like Central Leather Research Institute, Chennai, Footwear Design &
Development Institute, Noida, National Institute of Fashion Technology, New Delhi, etc
in the areas of technological development, design and product development and human
resource development.
The availability of abundant raw material base, large domestic market and the
opportunity to cater to world markets makes India an attractive destination for technology
and investments.

IMPORT
In 1999, the global import of footwear (leather and non-leather) in terms of value was
around US$ 43278 million, accounting a share of 63.42% in the total global import of
leather and leather products. Out of this, import of leather footwear alone accounted for
US$ 26379 million and non-leather footwear US$ 16899 million.
EXPORT
Indias export of Leather Footwear touched US$ 331 million in 1999-2000, recording an
increase of 3.29% over the preceding year. India thus holds a share of 1.25% in the global
import of leather footwear. The major markets for Indian Leather Footwear are the U.K.,
the U.S.A., Germany, Italy, France and Russia. Nearly 71% of India s export of Leather
Footwear is to Germany, the U.S.A., the U.K and Italy.
In 1999-2000, export of leather footwear from India constituted 21% share of its total
export of leather and leather products. Nearly 33 million pairs of various types of leather
footwear were exported during the year, out of which shoes / boots constituted 90%.
The different types of leather footwear exported from India are dress shoes, casuals,
moccasins, sport shoes, horrachies, sandals, ballerinas, booties.
Export of leather footwear during the last three years :
(Value in million US$)
April-Feb
Product

1998-99

1999-2000

2000-2001

Leather Footwear

320.25

330.80

348.96

Export projections for the next two years:

(Value in million US$)

Product

2001-02

2002-03

Leather Footwear

453

506

Source : Indicative Medium Term Plan

Following leading institutes in India are engaged in imparting training to personnel in the
footwear manufacturing as per the requirement of the trade and industry.
The CLRI and the FDDI are also equipped to carry out most of the tests for footwear
manufacturing and issue certificates.

1.2

COMPANY PROFILE

NAME OF THE COMPANY: API POLYMERS (INDIA) PVT.LIMITED

OFFICE ADDRESS: J-17, UDYOG NAGAR, ROHTAK ROAD, NEW DELHI-41,
PH: 011-254720500, 25572556, Fax: 91-11-25473701
E-MAIL:Action@vsnl.com
URL:actionshoes.com
OWNER: SHRI H.K.AGRAWAL
FACTORY MANAGER: Mr. RAJKUMAR JEE

PRODUCTION MANAGER: Mr. BIJENDRA RATHORE

ESTABLISHED: 1984
PRODUCT: COMPLETE RANGE OF SPORTS SHOES AND SANDALS
EXPORT:

GULFCOUNTRIES

10

MARKET:
BRAND:

INDIAN DOMESTIC MARKET

CAMPUS, ACTION.

FABRICATOR:
WORKER:

DELHI AND NOIDA

125

API polymers
API polymers, which is the core company of action group, was establish in 1984 in
Delhi under the leadership of Mr. H.K. Agrawal as the director of the company. Later in
1987, Mr. B.P. Jain joined the company as the second director of the company. From
1987 till now the company is working under the joint leadership of Mr. H.K. Agarwal and
Mr. B.P. Jain both directors, who are working in tandem.
Hitherto, the company has gradually spanned out in the group of eight companies
namely:
S. No.

Companys name.

Name of the directors

1.

API Polymers

Mr. H.K. Agrawal & Mr. B.P. Jain

2.

Nikhil Footwear

Mr. N.K. Agrawal

3.

Kabeer Textile

Mr. N.K. Agrawal

4.

API Associate

Mr. Anil Agrawal

5.

Nikhil udyog

Mr. Anil Agrawal

6.

Mahaan Plastics

Mr. Raj Kumar Gupta

7.

MG Polymers

Mr. Subhash Agrawal

8.

Ajay plastics

Mr. Naresh Agrawal

11

API is the flagship company of Action Group as it is marketing the Products of the other
Companies Namely Kabeer & Nikhil, as well as its own product.

PRODUCTION:
The production unit of API Polymers has three fully automatic machine and two manual
machines. The production for each day is carried out in two shifts of equal duration of
eight hours. Since the production varies with the demand so on an average the production
for one day comes out to be 2500 pairs. The raw materials, which are used in
production like glue, upper are imported from Taiwan and Italy. Some of the raw
material are in-sourced from sister companies also and some is out- sourced from within
the country.
DISTRIBUTION:
API has wide plexus of distribution all over India. The distribution chain is like this
Manufacturer (API) Distributor Retailers Consumers
API has approximately 250 distributors all over India which caters to about 12,000
retailers all over India. The company exercises various credit policies to expedite the
receivables.
R & D:
Innovations done by R&D department, has helped API tremendously in diversifying its
business and creating a winning edge above competitors. The R&D department is doing a
very fine job and has developed new models/designs with latest Material/technology
available in the world. It is because of the efforts of the R&D that different male of
Action Shoes has different USPs (Unique selling preposition) attach to it. Like trekking
comes with ACS (air circulation system) that cause no extra comfort to the feet. Mausam
comes with flexible sole while joggers light weight is its USP.

12

ACTION AT GLANCE
What one needs is a partner that's always on the move, that tracks your every move, just
right and smartly too. And that's exactly the inspiration behind our trendy footwear
collection ranging from performance sport shoes to semi-formal and formal footwear for
men, women, teenagers and kids. Ultimate in design, comfort, and fit. Action shoes not
only look good but also are good for your feet. Each Action product is the manifestation
of our high standards of workmanship, access to latest technology. That's how Action is
synonymous with maximum quality and performance.... and of course that essential look.
So get into Action. And feel free to walk on the rough roads of life. Surely you'll be the
winner.

CORPORATIVE VIGNETTE:
Actions headquartered is in Delhi, supported by multiple manufacturing and
development units in rest of the states like - Haryana, Himachal Pradesh and Daman etc.
A number of its executives are based in customer geographies with the express purpose of
creating and nurturing channel partners as well as customers relationship.
ACTION is a Delhi based group having diversified business interests. It has established it
selves as one of the prominent names as the manufacturer and exporter of a wide
range of casual shoes, leather shoes and sports shoes.
Besides being a distinguished entity in the shoe industry, it also excels as a successful
enterprise in other corporate ventures like manufacture of Computer Monitors & its
peripheral and Chemical & Plastisizers. It is also associated with numerous esteemed
housing projects.
It has gone from strength to strength and has become one of the significant players in area
of operation. The credit for its phenomenal growth goes to the strong network it has
across the globe and quality it offers.

PRODUCTS:

13

It pride on providing a totally flexible service to meet the clients requirement; this puts it
in the enviable position of being able to offer an unrivalled service. It pride in satisfying
the diverse needed of our clients situated across the globe and wish to develop new
business relations with clientele worldwide. Its diversified business operations include:
FOOTWARE & ITS COMPONENT MANUFACTURING:
With over three decades of experience in footwear industry, action is synonymous with
quality shoes, ranging from casuals to formals, from daily wear to sport wear and from an
elegant collection for ladies.
Our range includes:
1. CASUAL SHOES

Mens Casuals shoes

Womens Casual Shoes

Casual Leather Shoes

Casual Sport Shoes

2. SPORTS SHOES

Mens Sports shoes

Womens Sports Shoes

Kids Sports Shoes

Sports Leather Shoes

Casuals Sports Shoes

14

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 cultivated understanding of the Indian consumers psyche, most products
offering is in the mid range price segments. However, action also manufactures variety
of premium products for those who refuse to compromise, who seek and strive beyond
Ordinary. The Company virtually makes shoes for the entire family- more precisely for
everyone for all occasions.

DISTRIBUTION NETWORK:
To compliment the philosophy of catering to every walk of life, the powerful distribution
network is mushroomed far and wide. It has established a wide marketing and 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 and
in the smallest of village. The distribution network comprising of DISTRIBUTORS,
WHOLESALERS, RETAILERS AND EBOS through out the country, ensures that the
customers wherever located is served efficiently.
It has network of more than 50000 retail outlets all over India to sell our footwear, which
is being sold through more than 500 distributors appointed by the company.

OTHER PRODUCTS AND SERVICES:

Computer Monitors & its peripherals
It has emerged as a dominant Computer Monitor manufacturer in India under the Brand
name Microtek which has wide acceptability in the Indian market. Computer

15

Peripherals like SMPS, Key Boards, Mother Boards, Mouse, Computer Cabinets, etc. are
also manufactured under the same brand.
Housing project
Along with the promoters of Zee Network, It is with a joint venture, which undertakes
prestigious Housing Projects under the name Sun City Projects Limited..
Chemical & Plastisizers
It proud it selves in producing employment opportunities to the economically backward
areas of India, by establishing production plant at Daman for manufacturing of PVC
Compound, DOP, DBP, etc. under the brand name API.

National Contribution
Sri Balaji Action Medical Institute has been established with a mission to provide worldclass integrated healthcare facilities to all sections of the society with a humanitarian
touch, whilst maintaining high standard of ethical practice and professional competency
with emphasis on training and education leading to research. The Institute will impact
free Medical to the poor and needy people with an aim to run the institute on no profit no
loss basis.

ITS EXCELLENCE:
Quality is an essential factor for deciding the life cycle of any organization. As todays
customers are getting more and more quality conscious and this word is buzzing all
around the corporate arena, we prefer not to keep any stone unturned on our part as
regard to the quality of the products and services.
It undertakes stringent quality control measures ensuring supreme product quality and
maintains an enviable track record of order delivery with zero defects. Its range of shoes

16

bears the hallmark of various certifications and has successfully established their niche on
the platforms of design, utility and cost competitiveness.

ITS STRENGTH:
Its state of the art infrastructure empowered by hi-tech facilities, experienced technocrats
and dedicated workforce helps us abreast with the changing technology so that it lead the
change in innovation. It has a highly continuously raise the industry standards by going
that extra mile, which is our emblem.

THREADS OF INNOVATION:
Its multi-track research ad development program is designed to achieve maximum
utilization of the companys expertise in existing technologies and to develop new
products targeted at specific market niches.

ITS PATRONS:
It has made great inroads in the worlds best and developing markets through our wide
global network. Its high quality goods, cost efficiency and timely deliveries have earned
us a loyal client base.
It enjoy a wide clientele in domestic as well as international market, especially in leading
European markets like Span, Portugal, Holland, Germany, Denmark etc.; Middle East
nations like U.A.E., Dubai, Mauritius, United States, U.K., Ireland, France and also deals
with international Super Market Chains and Hyper Market Chains.

STRATAGIC INTENT

VISION

17

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:1.

Build higher quality of products and services.

2.

Continually strive to enhance customer satisfaction.

3.

Improve customer retention and loyalty.

4.

Gain a competitive advantage and larger market share

5.

Elimination of scrap, waste, defects and errors.

6.

To create a great place to work.

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

Teamwork

Learning and Innovation

Energy and Passion

18

Employee involvement in process improvement.

Brand architecture
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 the
brand 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

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

19

objective

is

not

only

to

have

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. This brand has been associated with
the world known celebrities like:
1. KAPIL DEV
2. SACHIN TENDULKAR
3. AJAY JADEJA
4. AMRISH PURI,
5. APOORVA AGNIHOTRI
6. AMAN TALWAR
7. RENUKA
8. PALLAVI JOSHI

20

CAMPUS SHOES

A relentless race against time...,

The burning passion to win...,
A strong desire to set the trends....,
No wonder, life is all Campus...."
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. 5991399).

21

PACKING FOR CAMPUS

1. MENS

12 PAIRS
6X10=6/2, 7/3, 8/3, 9/2, 10/2.

2. STANDARD PACKING

12 PAIRS
6X9=6/2, 7/4, 8/4, 9/2.

3. ASSAM PACKING

12 PAIRS
6X8=6/4, 7/6, 8/2.

4. BIHAR & BENGAL

12 PAIRS
7X9=7/2, 8/6, 9/4.

5. BIG SIZE

12 PAIRS
10X12=10/6, 11/4, 12/2.

6. LADIES

12 PAIRS
4X7=4/2, 5/4, 6/4, 7/2.

7. KIDS

12 PAIRS
3X5=3/2, 4/4, 5/6.
8X13=8/2, 9/2, 10/2, 11/2, 12/2, 13/2.

22

1.3

PROBLEMS OF THE ORGANIZATION

Selling shoes seem a cakewalk these days. Something unheard of in the fifties. Old timers
in the industry still talk of the days when they tried to upgrade chappal users to shoes
only to be given the boot time and again.
Interesting enough, the shoe market really kicked off when schools insisted on the shoe
wear as part of the uniform. The market stepped up further with the introduction of
physical training by the schools in their curricula. And sports shoes (or canvas shoes as
they were called then) manufacturers, gleefully got what was almost a captive market.
But demand for sport shoes was confined to the games season from December to
February. So if the shoe industry was to really take off, a broad-based, Non-seasonal
demand had to be created.
The fitness mania in the eighties broadened the market base. Suddenly jogging, Aerobics
and trekking became in thing. And the market of casuals and trendy shoes boomed, health
translated into wealth not only for the fitness fanatic, but for causal shoes manufacturer as
well.
The demand today has spread. It exists not only in metros, but has extended to small
towns too- the only difference being the brand. The hot seller in metros is Nike,
Reebok, Bata, Action, liberty, and woodland, Adidas etc. While other brands which sell in
small towns are tracer, Portland, Columbus and numerous other brands which contribute
in small proportions to the market. Estimate for the market are tough to come by, thanks
to huge roadside shoe- vending market. That is to say it is the unorganized sector which
reigns supreme in the market due to large chunk of the market size it holds tenaciously.
But in spite of the above impediments an effort has been made to estimate the market size
of difference brands in the organize sector of male synthetic shoes segment of Delhi
region.

23

In the couple of years we have seen some multinationals that have forayed into the Indian
shoe market. They fanned a consumer trend but could not reap the expected benefits from
it. International major Adidas, Nike, Reebok, and Puma did trigger off an interest in
sports shoes in India, but have fallen far short of their own projections own returns.
Ironically, these Multinationals have provided a fresh impetus for Indian sports shoes-A
different shoe for each sport. The multinationals targeted the so called consumer
premium segment and totally ignored the lower segment (below Rs. 800/-) Indian brands
such as Campus (from the house of Action) which are catering to this segment rapidly
capitalize on the awareness created by these multinationals for sports shoes and increased
it market share.
Since 70% of Indians population resides in rural area & majority of them are below
poverty line, therefore, Action is complacent in catering to this huge chuck of population
by keeping the price low. But in order to expand Action augurs to increase its market
share by churning up brands in the middle level segment (between Rs.800-1200/-).
India is a huge market with 550 million pairs of footwear being sold every year. Branded
shoes account for only 18.2 percent of the entire market. Nearly 96 percent of these shoes
sell in the Rs. 1000 per pair and below category. And close to 70% of these are at Rs.
500/- per pair and below.
This research that I have conducted on the behalf of Action shoes entails the strong
and weak areas in Actions strategies confining to promotion schemes of its
premium product Campus shoes and marketing Mix by which it can further
outsmart its competitors.

24

1.4

COMPETITORS INFORMATION

LIBERTY:
Liberty Shoes Ltd. is the only Indian company that is among the top 5 manufacturers of
leather footwear in the world with a turnover exceeding U.S. $100 million. We produce
more than 50,000 pairs of footwear a day covering virtually every age group and income
category. Products are marketed across the globe through 150 distributors, 350 exclusive
showrooms and over 6000 multi-brand outlets, and sold in thousands every day in more
than 25 countries including fashion-driven, quality-obsessed nations like France, Italy,
and Germany. With 50 years of excellence, today Liberty produces footwear for the entire
family and is a trusted name across the world. In the domestic market it is one of the most
admired footwear brands and holds the largest market share for leather footwear.
Steeped in a philosophy that has at its core innovation, technology and advancement, we
at Liberty, pride ourselves over and above everything else on our healthy and heart-felt
respect for the human ethos, which projects itself in the expectancy and excitement with
which one greets the arrival of the new combined with a sincere and deep regard for the
old, which is appreciative of and adopts at every stage the unique balance between
modernization and tradition. Liberty as a brand is constantly evolving to keep pace with
the changing trends, styles, beliefs, and aspirations of people while maintaining the
sanctity of certain traditions like workmanship and good value.
AEROBOK
Aerobok Shoe Pvt. Ltd. makes you set indelible footprints by providing you with the
most sturdy and stylish footwear, which are manufactured in line with the international
parameters of quality. We started our manufacturing business in the year 1994, and today
due to our strict adherence to quality and customer satisfaction, we have carved a niche
for ourselves in the international market. We are one of the leading manufacturers and
exporters of world class footwear that consists of PU Footwear, E.V.A. Footwear,

25

Ladies Footwear, Gents Footwear, Kids Footwear, Sports Shoes, Slippers, Sandals,
etc.
The most stylish and fabulous collection of shoes, slippers and sandals for all age groups
marks our special endeavor. Some of the most important brands of the company are
Aqualite, Mach 3, Aircare, Gurukul, Casuals, Monsoon Mazza and Silkina. Aerobok
has effectively maintained and retained its reputation of Nominal Price, Superior Quality
and Prompt Delivery schedules to generate maximum customer satisfaction.
We have one of the most advanced manufacturing units which is appropriately outfitted
with the latest manufacturing machines and equipments. The workforce of the company
is highly talented and has a vast industry experience. We can produce around 20,00,000
pairs of shoes, sandals and slippers in a year. Almost a dozen of world class imported
machines and equipments (from Italy and Taiwan), installed at our unit, contributes
substantially to manufacturing the products in the most quickest manner. The company is
backed by a robust Research and Development center with an independent designing
center. We manufacture an exciting range of footwear items matching the seasons, taste,
choice, trends and fashion of the market.
Nike
Nike, originally known as Blue Ribbon Sports, was founded by University of Oregon
track athlete Philip Knight and his coach Bill Bowerman in January 1962. The company
initially operated as a distributor for Japanese shoe maker Onitsuka Tiger, making most
sales at track meets out of Knight's car.
The company's profits grew quickly, and in 1966, BRS opened its first retail store,
located on Pico Boulevard in Santa Monica, California. By 1971, the relationship
between BRS and Onitsuka Tiger was nearing an end. BRS prepared to launch its own
line of footwear, which would bear the newly designed Swoosh.
The first shoe to carry this design that was sold to the public was a football shoe named
"Nike", which was released in the summer of 1971. In February 1972, BRS introduced its
26

first line of Nike shoes, with the name Nike derived from the Greek goddess of victory.
In 1978, BRS, Inc. officially renamed itself to Nike, Inc. Beginning with Ilie Nastase, the
first professional athlete to sign with BRS/Nike, the sponsorship of athletes became a key
marketing tool for the rapidly growing company.
The company's first self-designed product was based on Bowerman's "waffle" design.
One day Bowerman randomly put liquid latex into his wife's Waffle maker. The
experiment turned out with a silid piece of latex rubber with a design of a waffle, and a
broken waffle maker. Bowerman showed this product to Knight. Knight thought it was a
good idea because the rubber would help create traction for runners etc.
By 1980, Nike had reached a 50% market share in the United States athletic shoe market,
and the company went public in December of that year. Its growth was due largely to
'word-of-foot' advertising (to quote a Nike print ad from the late 1970s), rather than
television ads. Nike's first national television commercials ran in October 1982 during the
broadcast of the New York Marathon. The ads were created by Portland-based advertising
agency Wieden+Kennedy, which had formed several months earlier in April 1982.
Together, Nike and Wieden+Kennedy have created many indelible print and television
ads and the agency continues to be Nike's primary today. It was agency co-founder Dan
Wieden who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign,
which was chosen by Advertising Age as one of the top five ad slogans of the 20th
Century, and the campaign has been enshrined in the Smithsonian Institution.
Throughout the 1980s, Nike expanded its product line to include many other sports and
regions throughout the world.

Acquisitions
In July 2003, Nike paid $305 million to acquire Converse Inc., makers of the iconic
Chuck Taylor All Stars.

27

In an effort to target the low-end athletic goods market, Nike purchased the parent
company of Starter athletic clothing brand in August 2004 for $43 million.
On 23 October 2007, it was announced that the sports apparel supplier Umbro, known as
the manufacturers of the England national football team's kits, had agreed to be bought by
Nike in a deal said to be worth 285 million (~$600m).

Products

A Nike brand athletic shoe

Nike produces a wide range of sports equipment. Their first products were track running
shoes. They currently also make shoes, jerseys, shorts, baselayers etc. for a wide range of
sports including track & field, baseball, ice hockey, tennis, Association football, lacrosse,
basketball and cricket. The most recent additions to their line are the Nike 6.0 and Nike
SB shoes, designed for skateboarding. Nike has recently introduced cricket shoes, called
Air Zoom Yorker, designed to be 30% lighter than their competitors'. In 2008, Nike
introduced the Air Jordan XX3, a high performance basketball shoe designed with the
environment in mind.
Nike positions its products in such a way as to try to appeal to a "youthful....materialistic
crowd". It is positioned as a premium performance brand. However, it also engineers
shoes and apparel for discount stores like Wal-Mart under the Starter brand.
Nike sells an assortment of products, including shoes and apparel for sports activities like
association football, basketball, running, combat sports, tennis, American football,
athletics, golf and cross training for men, women, and children. Nike also sells shoes for
28

outdoor activities such as tennis, golf, skateboarding, association football, baseball,

American football, cycling, volleyball, wrestling, cheerleading, aquatic activities, auto
racing and other athletic and recreational uses. Nike is well known and popular in Youth
culture, Chav Culture and Hip hop culture as they supply urban fashion clothing. Nike
recently teamed up with Apple Inc. to produce the Nike+ product which monitors a
runner's performance via a radio device in the shoe which links to the iPod nano. While
the product generates useful statistics, it has been criticized by researchers who were able
to identify users' RFID devices from 60 feet (18 m) away using small, concealable
intelligence motes in a wireless sensor network.
In 2004, they launched the SPARQ Training Program/Division. It is currently the premier
training program in the U.S.
In the video game Gran Turismo 4 there is a car by Nike called the NikeOne 2022,
designed by Phil Frank.
Lakhani
The Lakhani Group was India's and our brand, Lakhani Shoes, is well recognized across
the country. Our Detergents business is only a couple of years young & has a
competitive regional position (Lakhani Detergent).
Our flagship brand, Lakhani Shoes, is a market leader in its operating segment. Lakhani
Shoes alsohas the distinction of being one of the largest volume producers in the country.
We are a partnering MNCs like /Reebok New Balance and Converse in there outsourcing
programs. We also have a small but growing export business.
In 2006, the family operations were restructured to enable further growth and
diversification. The PD Lakhani-led portion of the Group has been branded as the
LakhaniVardaan (LV) Group.

29

1.5

S.W.O.T. ANALYSIS

STRENGTH
1.

Good quality

2.

High production capability

3.

Well product segmentation

4.

Wide distribution channel

5.

Well infrastructure

WEAKNESS
1.

Brand reputation is not good

2.

Designs not up to market requirement

3.

Lacking in product range

4.

Fewer schemes for consumers

5.

Few and old videos advertisements

6.

Market segmentation is not proper.

OPPURTUNITIES
1.

No other Indian player had big market in sports shoes like campus shoes has so by
repositioning, market share can be increased.

2.

Still market is big, campus shoes can serves well than its competitors.

30

3.

High expectation of retailers from Campus

THREATS
1.

Weak players like Portland, Tracer, welcome etc had captured their market share.

2.

International player stop Campus shoes to increase the price of their product
because of their starting price.

3.

Entrance of China product.

4.

Economic Conditions

31

Chapter 2
OBJECTIVE AND
RESEARCH
METHODOLOGY

32

2.1

SIGNIFICANCE

The main significance of the project is to find which promotion scheme and advertising
media is most effective from the point of view of consumers and Brand Positioning of
Actions Premium Product Campus Shoes.

2.2

MANAGERIAL USEFULNESS OF THE STUDY

The marketing department can use this study to enhance their marketing strategies for
better sales. This report helps marketing department in taking decision to what change in
distribution channels and what should be done so that marketing problem could be
shorted out and how to sell their range of product in the competitive market.
The very essence of every project related to marketing is providing a view to
management for chalk out the organization. So that they can maintain a viable fit between
the organization objective, skill and resource and its changing market opportunities. Also
give proper shape to the company business target profit and growth. It provides a
feedback to the organization about their sales, sales schemes and what impact does it has
on the retailers and consumer.

2.3

OBJECTIVE

The aim of this research is to know about the consumers perception about campus shoes
(premium product of Actions shoes manufacture API POLMER (INDIA) PRIVATE
LIMITED). The study will highlight the following objectives:

To know the consumers buying behavior and brand preference.

To analyze the influencing attributes of the sports shoes.

To find strong point, weak points, opportunities and threats to Campus

Product.

33

To take suggestions from the consumers to overcome the reasons of not good
positioning of Campus shoes.

To find which promotion scheme and advertising media is most effective from
the point of view of consumers.

2.4

SCOPE OF THE STUDY

The importance of well-defined objectives can not be over emphasized. A questionnaire

that is written without a clear goal and purpose is inevitably going to overlook important
issues and waste participants' time by asking useless questions. The questionnaire may
lack a logical flow and thereby cause the participant to lose interest. Consequential, what
useful data you may have collected could be further compromised. The problems of a
poorly defined questionnaire do not end here, but continue on to the analysis stage. It is
difficult to imagine identifying a problem and its cause. In other words, how would it be
possible to reach insightful conclusions if one didn't actually know what they had been
looking for or planning to observe.
A good rule of thumb is that if you are finding it difficult to write the questions, then you
haven't spent enough time defining the objectives of the questionnaire. Go back and do
this step again. The questions should follow quite naturally from the objectives.

2.5

METHODOLOGY

Research Design: A research design is a type of blueprint prepared depending on various

types of blueprints available for developing the most efficient plan of gathering the
needed information. The design of a research study is based on the purpose of the study.
A research design is the specification of methods and procedures for acquiring the
information needed. It is overall operational pattern or framework of the project that
stipulates what information is to be collected from which source by what procedures.

34

Types of Research
1. Exploratory Research:
Exploratory study is done to generate new ideas. Respondents should be given
sufficient freedom to express themselves. Sometimes a group of respondents is
brought together and a focus group interview is held. An Exploratory study is
generally based on the secondary data that are readily available.
It does not have a formal and rigid design as the researcher may have to change his
focus or direction, depending on the availability of new ideas and relationships
among variables. This study is in the nature of preliminary investigation wherein the
researcher himself is not sufficiently knowledgeable and is, therefore unable to frame
detailed research questions. This study involves qualitative research design.
Qualitative Research Design:
If the purpose is to get new ideas then a qualitative research design study may be in
order. The choice of data collection techniques for this study includes:
Depth interviews: It is a lengthy, non- structured interview between a respondent
and a highly trained interviewer .respondents are encouraged to talk freely about
their activities, attitude and interests, in addition to the product category or brand
under study.
Project Technique: It is designed to tap the motives of individual despite their
unconscious rationalizations or efforts at conscious concealment. It consists of
variety of disguised tests.
Focus Groups: Thos group consists of eight to ten respondents who meet with a
moderator/analyst for a group discussion focused on a particular product or
product category.

35

2.

Descriptive Research: Descriptive study is undertaken in many circumstances.

When the researcher is interested in knowledge the characteristics of certain
groups such as age, sex, educational level, occupation or income, interested in
knowing the proportion of in a given population who have behaved in a particular
manner, making the projections of a certain things, or determining the relationship
between two or more variables, descriptive study may be necessary. . Design in
such studies must focus attention on following.
What the study is about and why is it being made?
What techniques of gathering data will be adopted?
How much material will be needed?
Where can be the required data can be found?
Processing and analyzing of the data?
Reporting, the findings

Descriptive study can be done with the help of quantitative design.

Quantitative Research Design
If descriptive information is needed than a quantitative study is likely to the needed. The
choice of data collection technique for this study includes:

Observation: By watching people, observational researchers gain a better

understanding of what a product symbolizes to a consumers, and greater
insight into the bond between people that is the essence of brand loyality.

Experimentation: it is possible to test the relative sales appeal of many types

of such variables such as package, prices, promotional offers or copy themes

36

through experiments designed to identify causes and effects.

Surveys: if researcher wish to ask consumers about their purchase preferences

they do it through survey, which are of three types:
1.

Personal interview: Through correspondents

2.

Telephone interview: through telephone

3.

Mail surveys: through post

The researcher design adopted in this study is descriptive research in order to produce
descriptive information such as about various features
The survey conducted through correspondents.

Sampling
An integral component of a research design is the sampling specifically, it address three
questions: the sample unit, the sample size, the sampling procedure. Making a census
study of the entire universe will be impossible on the account of limitations of time &
money. Hence sampling becomes inevitable. A sample is only a portion of the universe of
population. The object of sampling is to get maximum information about the parent
population with minimum effort.

Method of Sampling
1. Probability sampling: this is also known as random sampling or choice
sampling. Under this sampling design every item of the universe has an equal
chance, or probability of being chosen for sample. This implies that the section of
the sample items is independent of the persons making the study- that is; the
sampling operation is controlled objectively so that the items will be chosen
strictly at random. Probability samples may take the form=m of

37

 Sample Random Sampling

Systematic Sampling
Stratified Sampling
Cluster and Area Sampling
Sequential Sampling
Multi Stage Sampling
2. Non Probability sampling: This is also known as deliberate sampling, purposive
and judgmental sampling. Non probability sampling is those that do not provide
every item in the universe with a known chance of being included in the sample.
Non probability sampling are of following type :
Convenience Sampling
Quota Sampling
Judgmental Sampling
Panel Sampling

DATA COLLECTION PERIOD

The researcher can gather primary data, secondary data or both. Secondary data are the
data that were collected for another purpose and already exist somewhere. Primary data
are data specially gathered for a specific purpose or for a specific research project. When
the needed data do not exist or are outdated, inaccurate, incomplete, or unreliable, the
researcher will have to collect primary data. Most marketing research projects involve
some primary data collection.

38

Primary data:
Primary data is collected through personal references; questionnaire and customer
references.
Secondary data:
The main source of information the project was

Weekly magazine

Telephone directory

Contact Method:
The marketing researchers have four choices to contact the respondents:

Mail,

Telephone,

Personal and online

2.6

LIMITATIONS

Each and every study is suffered by some of the limitations and I also had to work under
several constraints and limitations. Some of the limitations are:

Convenient sampling was used as the mode of conducting the research.

Sample size is small, so it may not represent the whole universe.

Survey is done in some parts of Delhi; therefore, research does not depict the
consumers perception about Campus shoes in whole Delhi.

The left out section of the consumers may have different opinion.

39

Consumers may not have been true in answering various questions and may be
biased to certain other questions.

The questionnaire mostly contained multiple-choice questions; therefore many

consumers are not able to give a proper thought before up the question.

Many ticked more than one option, which demands only one.

40

Chapter 3
CONCEPTUAL
DISCUSSION

41

3.1 BRAND
A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark,
which, if managed properly, creates value and influence. Value has different
interpretations: from a marketing or consumers perspective it is the promise and delivery
of an experience; from a business perspective it is the security of future earnings; from
a legal perspective it is a separable piece of intellectual property. Brands offer
customers a means to choose and enable recognition within cluttered markets.

Brand Management
Brand management is the application of marketing techniques to a specific product,
product line, or brand. It seeks to increase the product's perceived value to the customer
and thereby increase brand franchise and brand equity. Marketers see a brand as an
implied promise that the level of quality people have come to expect from a brand will
continue with present and future purchases of the same product. . This may increase sales
by making a comparison with competing products more favorable. It may also enable the
manufacturer to charge more for the product. The value of the brand is determined by the
amount of profit it generates for the manufacturer. This results from a combination of
increased sales and increased price.

Types of Brands
A premium brand typically costs more than other products in the category.
An economy brand' is a brand targeted to a high price elasticity market segment.
A fighting brand is a brand created specifically to counter a competitive threat.
When a company's name is used as a product brand name, this is referred to as corporate
branding.
42

When one brand name is used for several related products, this is referred to as family
branding.
When all a company's products are given different brand names, this is referred to as
individual branding.
When a company uses the brand equity associated with an existing brand name to
introduce a new product or product line, this is referred to as brand leveraging.
When large retailers buy products in bulk from manufacturers and put their own brand
name on them, this is called private branding, store brand, or private label. Private
brands can be differentiated from manufacturers' brands (also referred to as national
brands).
When two or more brands work together to market their products, this is referred to as
co-branding.
When a company sells the rights to use a brand name to another company for use on a
non-competing product or in another geographical area, this is referred to as brand
licensing.

Brand Equity
Brand equity is the value built-up in a brand. It is measured based on how much a
customer is aware of the brand. The value of a company's brand equity can be calculated
by comparing the expected future revenue from the branded product with the expected
future revenue from an equivalent non-branded product. This calculation is at best an
approximation. This value can comprise both tangible, functional attributes (e.g. TWICE
the cleaning power or HALF the fat) and intangible, emotional attributes (e.g. The brand
for people with style and good taste).
Brand equity measures the total value of the brand to the brand owner, and reflects the
extent of brand franchise. The term brand name is often used interchangeably with

43

"brand", although it is more correctly used to specifically denote written or spoken

linguistic elements of a brand. In this context a "brand name" constitutes a type of
trademark, if the brand name exclusively identifies the brand owner as the commercial
source of products or services. A brand owner may seek to protect proprietary rights in
relation to a brand name through trademark registration.
Brand equity can be positive or negative. Positive brand equity is created by effective
promotion and consistently meeting or exceeding customer thoughts. Negative brand
equity is usually the result of bad management.
The greater a company's brand equity, the greater the probability that the company will
use a family branding strategy rather than an individual branding strategy. This is because
family branding allows them to leverage off the equity accumulated in the core brand.
This makes new product introductions less risky and less expensive.

Brand Positioning
Product positioning is an important strategy for achieving differential advantage.
Positioning reflects the "place" a product occupies in a market or segment. A successful
position has characteristics that are both differentiating and important to consumers.
Positioning is how a product appears in relation to other products in the market
Every product has some sort of position whether intended or not. Positions are based
upon consumer perceptions, which may or may not reflect reality. A position is
effectively built by communicating a consistent message to consumers about the product
and where it fits into the market through advertising, brand name, and packaging.

44

Positioning is inextricably linked with market segmentation. You cant define a good
position until you have divided the market into unique segments and selected your target
segments. Three key research issues must be addressed:
What is your current position?
1. What does the "space" look like what are the most important dimensions in the
category?
2. What are the other products in that space and where are they?
3. What are the gaps, unfilled positions or "holes" in the category?
4. Which dimensions are most important?
5. How do these attitudes differ by market segment?
What position do you want to have?
1. Finding an unmet consumer need or at least one thats not being adequately met
now by competition
2. Identifying a product strength that is both unique & important
3. Determining how to correct a product weakness and thereby enhance a products
appeal. (e.g., legitimate "new & improved")

45

4. Changing consumer usage patterns to include different or additional uses for the
product
5. Identifying market segments, which represent the best targets for a product
How do you create a new positioning?
Creating a new positioning can come from two sources:
1. Physical product differences
2. Communications finding a memorable and meaningful way to describe the
product. "Positioning is not what you do to a product; positioning is what you do
to the mind of the prospect."

Why branding?
Brand related to customer as
Brand power = differentiation * relevance * Esteem * Knowledge
Differentiation = How distinctive is the brand in the market palace or its competitive
advantage?
Relevance = is it meaningful to him or her?
Esteem = is the brand held in regard & considered the best in its class?
Knowledge = does the customer understand as to what a brand stand for? i.e. for its high
quality, good value for money, etc.

46

Understanding BRAND EQUITY

Brand equity is a set of assets & liability contains
1. Brand name awareness.
2. Brand loyalty.
3. Perceived quality.
4. Brand association.
These associated with a brand & its symbol(s) that add or subtract value provided
by the product or services to a firm or its customers.
Realize: what are the two important feeling u associate this brand with?
1. Brand name awareness.

Awareness refers to a brand presence in a customers mind.

Awareness comes by a small strategy

Brand recognition brand recall brand dominate strategic awareness.

Logo, celebrity helps to remind the brand again and again thus help in brand
dominate.

2. Perceived quality

It refers to overall quality perception about the brand.

Research has proven that perceived quality enhances financial performance.

Perceived quality closely related to overall goodness of the brand.

47

3. Brand association
A symbol, celebrity helps in establishment of brand identity that the organization
wants in the customers mind.
Branding can be done by:Effective advertising
Sales promotion
Collaboration
Removing the company weakness
Public relation
publicity

48

3.2 ADVERTISING
Any paid form of non-personal presentation & promotion of ideas, goods, or services by
an identified sponsor.

A company must show all the healthy prospect, smiley faces & make
customer feel relax & happy and generate a wish to see same advertisement many
times.

Advertisement should be creative & unique, show profit to customers.

Show some USP like light weighted, shock resistance, improved

technology at reasonable price, so customer can find whats in it for me.

Show some leading figures and fact comparing with competition.

Have big coverage audience.

KEY DECISIONS:

1. Setting objectives
Advertising objectives can be classified by primary purpose.

Informative ads will build primary demand

Persuasive ads: Become more important as competition increases,

comparative advertising, and Build selective demand.

Remind: Most important for mature products, it will keep consumers

thinking about our product.

49

2. Setting the budget

Several factors should be considered when setting the ad budget:

3.

Stages in the product life cycle.

Market share

Level of competition

Ad clutter

Degree of brand differentiation. (Product differentiation)

Advertising frequency

Developing the advertising strategy.

Creative challenges

media fragmentation

soaring media costs

advertising clutter

Message execution

Many execution styles:-Tones, format, illustration, headline.

Develop a message focus on customers benefit.

50

Advertising appeal:-meaningful, believable, distinctive.

Selecting advertising media.

Decide on level of reach, frequency & impact.
Choose among the major media types by considering, consumer media habits,
nature of the product, types of message & costs.
Select specific media vehicles
Decide on media timing.

4. Evaluating advertising campaigns.

Measuring communication effects

copy testing

consumer recall

product awareness

product knowledge

product preference

Measuring sales effect

past vs. current sales comparison

Experimentation.

MAJOR MEDIA TYPES:

51

 News papers

Magazines

Outdoors

Television

Internet

Sponsorship and special events

Word- of- mouth

Direct mail

Radio

CREATIVE EXECUTION STYLES:

Slice of life

Mood or Image (e.g. a patent animated or cartoon kid)

Life style

Musical

Personality symbol

Technical expertise

Scientific evidence

SOMES SPECIAL TIPS FOR EFFECTIVE ADVERTISING:

Use brand ambassadors only rising star whose personality suits your product. Like
any star model, a film star, a sports personality.

Show creative or technical pictures.

An example for video ad: - our celebrity walk wearing campus shoes, he
realize every one looking at him he feel very proud but when he look them they
are steering at his shoes with positive attitude he look towards his campus shoes
& feel more proud (facial expression) & moves in his own style this we will
show with a patent unique music. Whenever a person hears this music he
immediately recalls campus shoes.

52

An example for printing ad: - your patent animated/cartoon kid wearing big shoe
saying BIG COMFORT for BIG BOYS.

Do advertisement in foreign location with foreigners wearing campus shoes &

give message its an international brand, this will show your global image.

Show ads with differences in culture, demographics, and economic conditions.

SALES PROMOTION:

Sales promotions are short- term incentives to encourage the purchase or sales of
a product or service.

It can be targeted at final buyers, retailers, & wholesalers business customers, &
member of the sales force.

OBJECTIVE:
CONSUMER PROMOTIONS:

To increase short term sales

Generate product trial

TRADE PROMOTION:

Obtaining distribution and self space

Encouraging retailers to advertise the brand

SALES FORCE PROMOTION:

Signing up new account

53

CONSUMER PROMOTION TOOLS:

Samples

Cash Refunds

Price Pack

Advertising Specialties

Premium

Point of Purchase Communication

Contests, Games etc.

TRADE PROMOTION TOOLS:

Discounts

Advertising allowances ,display allowances

Free goods

Free tours

SALES FORCES PROMOTION TOOLS:

Contest between sales team

54

Incentives

SOME EFFECTIVE PROMOTION TIPS:

Do advertisement in jogging parks, stadiums where ever use your product.

Sponsor games/ sports events.

Show campus shoe wearing actors in movies with at least a zoom on shoes.

Do creative ads, events & displays in multiplexes/ malls/ shopping places to

attract & entertain youth.

Promote through FM radio by distributing prizes.

Take care that proper invoice is given to customers.

Do promotion in marathon races.

Provide nice sitting benches nearby roads, paths at posh public places.

COLLABORATION:

With collaborating with other manufacturer/service provider we can generate

positioning of goodwill for campus shoes in the mind of market.

Promotion should only be of company name Campus or its logo.

Collaboration can be done with manufacturer of...

55

T-shirts

Lowers

Bags

56

Chapter 4
DATA ANALYSIS

57

DATA ANALYSIS
Question 1:

Which Brand of sports shoes you are using presently?

Others consist of some local brands like speed, lakhani, Columbus etc.
Brand
Campus
Nike
Reebok
Adidas
Bata
Woodland
Liberty
Others
Total

Frequency
38
56
50
44
22
20
10
10
250

Percentage (%)
15
22
20
18
9
8
4
4
100

Fig-1

Campus is a normal brand, and its life cycle is not declining. No other Indian player had
big market in sports shoes like Action (Campus) shoes have but international players like
Reebok, Nike; Adidas are more popular than Actions premium brand campus.

58

Question 2: What does your brand give you?

Purpose
Recognition
Satisfaction
Value for Money
Praise from friends
Total

Percentage (%)
5.2
50
40
4.8
100

Fig-2

Most of the people covered are using particular brand because it satisfies them and give
the apt value for their money, while Praise from friends and recognition are not matter of
consideration.
Question 3: Are you satisfied with the brand you are using presently?

59

Response
Yes
No
total

Percentage (%)
86
14
100

Fig-3
About 86 percent of covered respondents are satisfied with their Brands but some are not
satisfied hence they can be attracted easily.

60

Question 4: What influences you to buy your preferred brand?

S.No Influencing factors

No of response Percentage (out of

1
2

for a factor
Price
92
your favourite film star/ 10

250 respondent)
36.8
4

3
4
5
6

sports person
Friends
Advertisements
Self Experience
Any other(mainly family

54.4
29.2
46.8
40.8

136
73
117
102

and occupation)

Fig-4
So, films and sports star does not influence consumers covered to buy the brands they are
using but friends and self experience are the factors they carried with themselves when
they for shoes shopping

61

Question 5: Which type of retail store would you like to go for shoes shopping?
Retail store
Specific category shops(kids, men, women)
All Category
All Category with other accessories and foot related

Percentage
6.4
16.8
16.8

items
Exclusive showroom
Total

60
100

Fig-5
To develop a good brand in sports shoes industry one needs to available their product in
every kind of retail shop and to do this, problems like claim, problems after VAT
implementation etc should be sort out.
Campus shoes should be made available at malls, retail chain and key store to make it a
big brand among shoes consumer.
So, API needs to do collaboration with retail chain to have good brand positioning of
their premium product Campus Shoes.
Question 6: Where do you come to know of latest trends in shoes industry?

62

S.No

Information Channel

No of response

1
2
3
4
5

Ads on TV/Radio
Films/Sports
Road side hoardings
While Shopping
Ads on newspaper/magazines

98
61
76
80
68

Percentage (out of
250 respondent)
39.2
24.4
30.4
32
27.2

Fig-6
Do advertisement in jogging parks, stadiums where ever use your product.
Provide nice sitting benches nearby roads, paths at posh public places.
Do creative ads, events & displays in multiplexes/ malls/ shopping places to attract &
entertain youth.
Promote through FM radio by distributing prizes.
Question 7: Who do you think sets trend in sports shoes industry?

63

S.No Trend Seters

No of response

Percentage (out of 250

1
2
3
4

58
65
169
40

respondent)
23.2
26
67.6
16

Film Stars
Fashion Models
Sports Shoes
Business & other celebrities

Fig-7
Use brand ambassadors only rising star whose personality suits your product. Like any
star model, a film star, a sports personality. Show creative or technical pictures.
An example for video ad: - our celebrity walk wearing campus shoes, he realize every
one looking at him he feel very proud but when he look them they are steering at his
shoes with positive attitude he look towards his campus shoes & feel more proud (facial
expression) & moves in his own style
Question 8: Tick, most preferred brand among people you know?
Brands
Campus

Percentage (%)
6
64

Nike
Reebok
Adidas
Woodland
Bata
Liberty
Others
Total

32
25.2
20.8
10.8
5.2
0
0
100

Fig-8

65

Question 9: What Price Range do you go usually?

Price Range
Less than 1000
1000-1500
1500-2000
More than 2000
Total

Percentage
20
52
18.4
9.6
100

Fig-9
Keep campus shoes price between Rs. 1000 to Rs. 2000 price segment,
Price segment below Rs. 1000 will disturb sale of other low price segment of action shoes
especially to A- gear. So to keep the price range of campus shoes at above mentioned
price make only relevant high quality and better design product.
Other wiser customers make perception in his mind that Campus is an inferior product. If
Campus is really companys premium product then realize it, and dont compare it with
companys other low price product. Make premium product and charge at premium
relevant price by proper branding.

66

Question 10: Have you ever use Campus Shoes?

Ever
Shoes
Yes
No
Total

use

of

Campus Percentage
44
56
100

Fig-10

67

Question 11: Have you ever seen any kind of advertisements of Campus shoes?
PERCENTAGE
64
36
100

YES
NO
TOTAL

Fig-11.1

68

If yes, is it impressive enough?

YES
NO
TOTAL

PERCENTAGE
42.5
57.5
100

Fig-11.2

69

Question 12: What kind of changes you would like to suggest for Campus sports
shoes?
S.No.

Changes suggested

No of response

Percentage (out of

1
2
3
4
5

More product range

Low price range
More contempary
More fashionable
Change in advertisement and

148
33
140
142
217

250 respondent)
59.2
13.2
56
56.8
86.8

promotional activities
Quality should be improved

135

54

Fig-12

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Chapter 5
FINDINGS

71

This survey is conducted among the middle and upper class of consumers in Delhi and
find out reason why there is decrease in sales of CAMPUS products. The following data
is collected from this survey
1. Almost every one is using sports shoes.
2. Product requirement age wise
(18 25): they are brand conscious; they like creative, stylish, and well
designed sports shoes.
(25 30): they also go for branded as well designed shoes.
(30 40): they prefer branded shoes and also quality conscious.
3.

For each age group Campus is a normally using brand.

4.

Biggest competitor in this market segment is MNCs product who serves &
provides better product then Campus because of their well designed & quality
product.

5. There is great scope to establish CAMPUS as a premium brand in market.

6. At present there is fall in use of CAMPUS, due to several factors:

Design, quality.

Incomplete product range

Poor marketing strategies

Ineffective promotional schemes

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7.

Now time has come for local advertisement in Delhi for Campus and other
Actions shoes brand.

8. Liberty is not doing well in Delhi

9. Some local brands do capture a portion of market with good no of potential
consumers.
10. Customers are now fashion as well as quality conscious.
11. Products are not available in full range.
12. API products are not available at malls, retail chain etc.
13. High income group does not prefer to buy Campus shoes.
14. Overall penetration of APIs premium product is fine.

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Chapter 6
RECOMMENDATIONS

74

If we consider the following points, we can improve the brand positioning of Campus
shoes and even can establish it as No.1 brand in domestic market.

Design
It should be according to fashion, current trends and demands. It should be

specific to age group, because same design or shoes are not suitable for various age
groups.
Do designing through graphics or animation, by which you can design your
products n numbers of times, within short span of time. This will help to innovate the
product effectively & easily.
Only selected design protocols are prepared for the final selection, because it is
necessary for a growing company that its products are good looking with better design to
survive in this competitive era.

Full range
There should be three range of Campus shoes having MRP up to 2000/-.
1. Economy
2. Executive
3. Premium
It will be for youth, middle aged, unisex and sr. citizens.

Packaging
It should be according to price range and age group wise.
Totally new concept of shoebox, carry bag etc.

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There should be accessories in shoebox like- silica gel, shoehorn, shoetree, instruction
of care etc.

Advertisement
Through banner, poster, diary, calendar etc.
FM radio.
At bus stop, entertainment places, near schools and colleges.

Schemes for customers

Festive offer
Diwali dhamaka
Lucky coupon
Scratch and win card etc.
Special scheme for metro cities

Quality control

In todays cut throat competition it is not easy to survive and rise without extra quality
and CAMPUS is not exceptional.
At present it is not optimum, so it needs improvement in every aspect, ex. Upper sole,
finishing, and pasting.
Because FDI is going to allowed in retail sector quality improvement is necessary to
compete with other coming brands like lee cooper, Portland etc.
Company should go for ISO implementation and office automation

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Exclusive showroom
Special window shelf for CAMPUS range.
Membership schemes for customers at Exclusive showroom and providing them
benefits and schemes.

Product planning and control

It should be accurate and scientific.
There should be department for future business analysis
Launch of new product of CAMPUS BRAND to face the threat of other brands.

Sales promotion
It should be time to time.
Allow participating and visiting the R&D, designing team to fashion show, related
events/fair.
It will broaden the thinking of designers and enhance their creativity.

Margin for retailers

Since retailers are promoting that footwear which has better margin for retailers, so
we have to think over it because market is competitive.

Promote and sale of footwear at readymade garments retail store.

Advertisement
Print and electronic media at regular time gap.

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Technology based, which specify the quality, e.g. Reebok.

Special policy to compete with unbranded products.

Imported foot wears are showing their presence in market, it may reduce the market
share of CAMPUS BRAND. So time has come to think over it.

Pricing
Keep campus shoes price between Rs. 1000 to Rs. 2000 price segment, because at
price

segment above Rs. 2000 international brand like Rebook, Nike, New balance

have strong branding and have strong loyalty.

If Campus is really companys premium product then realize it and charge at
premium relevant price by proper branding.

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Chapter 7
CONCLUSION

79

From company profile it is very much clear that ACTION GROUP is major pillar of
Indian economy and its footwear units especially API POLYMERS (INDIA) PVT.
LIMITED is dominating India domestic market in sports and casual footwear market
from last 30 years.
In my report I have discussed about market research, types, its methods and uses,
because this brief but effective theory regarding market research will definitely help the
individual who will go through the project.
I also discussed what is brand and its associated topics and the need of branding and
how the stages in advertising. I also emphasized about my own aim of research, what
common points emerged during research and overall suggestions.
During my extensive research I felt that Campus is doing well, but it is universal
truth that nothing is perfect, and Action (Campus) is not an exception. So there is room
for improvement in Action (Campus) as a brand regarding quality, marketing and
advertising policies etc. in coming time Indian market will dominated by organized retail
sector and Action has to prepare itself for these market.
At present Campus is not a competitor of Nike, Reebok, and Adidas. But it may
possible in future. During my research I come to some conclusions that I have
summarized under topic of suggestions.
I am confident that API POLYMER (INDIA) PRIVATE LIMITED think over these
suggestions , it will directly or indirectly improve the overall performance of company
and increase the sale and market share and finally establish it as a no. 1 brand in sports
shoes in domestic as well as overseas market.

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Chapter 8
ANNEXURE

81

QUESTIONAAIRE
1. Which brand of sports shoes you are using presently?
Campus
Nike
Reebok
Adidas Woodland

Bata

Woodland

Liberty

Any other (please specify) _____________.

2. What does your brand give you?

Recognition
Satisfaction
Value for money
Praise from friends
3. Are you satisfied with the brand you are using presently?

Yes

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No

4. What influences you to buy your preferred brand?

Price

Your favorite film star /sports person

Friends

Advertisements

Self Experience

Any other (please specify) ____________.

5. Which type of retail store would you like to go for shoes shopping?
Specific category shops (kids, men, women etc)
All categories
All categories with other accessories and foot related items
Exclusive showroom
6. Where do you come to know of latest trends?
Ads on Television
Films/sports
Road side hoardings
By shopping
83

 Advertisements on newspaper/magazine
7. Who do you think sets trend in shoes today?
Film stars
Fashion models
Sports star
Business and other celebrities
8. Most preferred brand among people you know?
Campus
Nike
Reebok
Adidas
Bata
Woodland

Liberty

Any other (please specify) ________

9. What price range do you go usually?

Less then 1000
1000-1500
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 1500-2000

Range doesnt matter

10. Have you ever buy Campus Shoes?

Yes

No

11. Have you ever seen any kind of advertisements of Campus shoes?
Yes

No

If yes, is it impressive enough?

Yes

No

12. What kind of changes you would like to suggest for Campus shoes?
More product range
Low price range
More contemporary
More fashionable
Change in Advertisement & Promotional activities
Quality should be improved

85

PERSONAL DETAILS
Name

Age

Sex (female/male)

Occupation/designation

Monthly income

:
< 10 000
10 000 20 000
20 000 30 000
>= 30 000

86

Chapter 9
BIBLIOGRAPHY

87

Books:

Kotler Philips, Marketing Management: Analysis, Planning Implementation &

control 11th Edition 2003, Prentice hall of India Ltd., New Delhi

C.R.Kothari, Research Methodology, Methods & Techniques, 2nd edition 2005,

New Age International (P) ltd. Publishers.

Magazines:

Data base which provided by company

Websites:

Website of Action Shoes and Related Links.

88