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INTRODUCTION

The Indian footwear market is segmented between organized and unorganized segment. The organized segment caters to about 1/3rd of the market while the rest 2/3 rd is fetched by small unorganized players. India is the second largest producer of footwear next to China. The organized sector is represented by major domestic and international players like

Bata, Liberty, Star Impact Pvt. Ltd., Metro Etc

and the unorganized comprises of small cottage industry based manufacturers.

THE EXPORT TARGETS


Product 2006-07 Actual Export

FROM

2007-08 TO 2010-11
2008-09 2009-10 2010-11

2007-08

Leather
Footwear Garments Leather Goods Saddlery & Harness Total

688.05
1212.25 308.98 690.66 81.85 2981.79

726.85
1967.88 358.53 733.34 105.66 3892.26

785.00
2597.60 372.87 798.69 127.85 4682.01

847.80
3428.83 387.78 870.06 154.70 5689.17

915.63
4526.05 403.30 948.04 187.19 6980.21

India has emerged in recent years as a relatively sophisticated low to medium cost supplier to world markets
The leather industry in India has been targeted by the Central Government as an engine for economic growth.

Footwear Industry

COMPANY PROFILE
Business Type : Manufacturer / Supplier

Products

Supplier

and Sport goods, cricket bats, english willow cricket bats, cricket balls, cricket batting pads

Manufacturer

Contact Details
Company Name : Address : Star Impact Pvt. Ltd. Near Ludhiana by pass,

Malerkotla - 148023, Punjab , India

Contact Person :

Mr Mohammad Shabbir (Accountant)

Mobile :

+919781447860

At Star Impact Pvt. Ltd. you have got to be sporty. At Star Impact Pvt. Ltd. the brand awarding is been taken rather seriously at its headquarters. Star Impact Pvt. Ltd. wants to bring inline skates into India.

STEPS TAKEN BY STAR IMPACT PVT. LTD. TO PROMOTE SALES

ADVERTISING

MANUFACTURING UNIT

AIM/OBJECTIVES OF THE MARKET STUDY To understand why customers buys a particular product. To know the marketing opportunities To understand marketing problems To help in the selection of right course of actions To know about customers acceptance of the product To understand the distribution network To forecast the probable volume of the future sales. To analyze the excepted market share To assess competitive slight policies

RESEARCH METHODOLOGY
RESEARCH DESIGN The type of research design involved in this study is descriptive research studies. DESCRIPTIVE RESEARCH STUDIES: Study concerned individual, group or situation are all example of descriptive research studies. Most of the social research studies come under this category from the point of view of the research design.

DATA COLLECTION METHOD: Primary data is the data gathered for the first time by the researcher by using questionnaire. Secondary data, on the other hand, is those which have already been collected by someone else and which already been passed through the statistical process. RESEARCH INSTRUMENTS: Instrument : Questionnaires (personal administered) Instrument Design : close ended Question are used in questionnaires.

QUESTIONNAIRE DESIGN A well structured questionnaire was used for this study. The types of questions used in the questionnaire were multiple-choice questions. SAMPLEING PLAN: Sampling technique : Cluster sample Sample size : 100 units

SAMPLING SIZE: The total numbers of respondents are termed as sample size. The sample size for this analysis is 100 respondents.

FINDINGS & ANALYSIS

1. Which of the following in your opinion portrays itself as the best before consumers?
Marketing Strategy
Frequency Valid Star Impact Pvt. Ltd. Nike Reebok Others Total 40 33 18 9 100 Percent 40.0 33.0 18.0 9.0 100.0 Valid Percent 40.0 33.0 18.0 9.0 100.0 Cumulative Percent 40.0 73.0 91.0 100.0

2. According to you, which of the following brand is best in sports wear?


bestbrand Frequency Valid nike puma Star Impact Pvt. Ltd. reebok portland fila Total 28 12 27 16 9 8 100 Percent 28.0 12.0 27.0 16.0 9.0 8.0 100.0 Valid Percent 28.0 12.0 27.0 16.0 9.0 8.0 100.0 Cumulative Percent 28.0 40.0 67.0 83.0 92.0 100.0

Value for money

Frequency Valid yes no Total 78 22 100

Percent 78.0 22.0 100.0

Valid Percent 78.0 22.0 100.0

Cumulative Percent 78.0 100.0

Factors

Frequency Valid advertisement price design quality comfort Total 7 27 7 26 33 100

Percent 7.0 27.0 7.0 26.0 33.0 100.0

Valid Percent 7.0 27.0 7.0 26.0 33.0 100.0

Cumulative Percent 7.0 34.0 41.0 67.0 100.0

Alternative

Frequency Valid nike reebok fila new balance puma Total 31 22 10 9 28 100

Percent 31.0 22.0 10.0 9.0 28.0 100.0

Valid Percent 31.0 22.0 10.0 9.0 28.0 100.0

Cumulative Percent 31.0 53.0 63.0 72.0 100.0

Brand Ambassador

Frequency Valid strongly agree agree neutral disagree strongly disagree Total 9 39 21 28 3 100

Percent 9.0 39.0 21.0 28.0 3.0 100.0

Valid Percent 9.0 39.0 21.0 28.0 3.0 100.0

Cumulative Percent 9.0 48.0 69.0 97.0 100.0

Awareness Online Shopping

Frequency Valid yes no Total 28 72 100

Percent 28.0 72.0 100.0

Valid Percent 28.0 72.0 100.0

Cumulative Percent 28.0 100.0

Sales Promotion Cumulative Frequency Valid discount offers sponsorship advertisements online shopping @ Shop Star Impact Pvt. Ltd. brand Total 8 35 100 8.0 35.0 100.0 8.0 35.0 100.0 65.0 100.0 23 12 22 Percent 23.0 12.0 22.0 Valid Percent 23.0 12.0 22.0 Percent 23.0 35.0 57.0

Additional Product Line

Frequency Valid formal wear informals party wear Total 28 42 30 100

Percent 28.0 42.0 30.0 100.0

Valid Percent 28.0 42.0 30.0 100.0

Cumulative Percent 28.0 70.0 100.0

Most purchased products Frequency Valid shoes caps t-shirt pullovers tracksuits Total 42 10 30 8 10 100 Percent 42.0 10.0 30.0 8.0 10.0 100.0 Valid Percent 42.0 10.0 30.0 8.0 10.0 100.0 Cumulative Percent 42.0 52.0 82.0 90.0 100.0

Promotion comparison Cumulative Frequency Percent Valid Percent Percent

Valid

strongly agree
agree neither agree or disagree disagree strongly disagree

9
39 21 28 3 100

9.0
39.0 21.0 28.0 3.0 100.0

9.0
39.0 21.0 28.0 3.0 100.0

9.0
48.0 69.0 97.0 100.0

Total

SWOT ANALYSIS OF STAR IMPACT


Strengths : The main strength of Star Impact is his Product Quality Weakness: The major weakness in the Star Impact is that the manufacturing of the products of Star Impact is not done with foreign label finishing. Opportunities: Star Impact does have many products for the urban segment or poor people, but there are hardly any products or we can say that there are no products for this segment.

Threats: Star Impact does not have strong distribution network as compare to Nike and Reebok in India. Conclusions: Star Impact in INDIA has always been driven by its Value-for-money strategy. The company needs to identify critical success factory and work assiduously towards achieving it.

RECOMMENDATIONS & CONCLUSION


Understanding competition today involves three levels: Competition for intellectual leadership for new ideas that create new advantages.

Competition for translating these product/service faster than others.

ideas

into

Competition for market share.

Following tips are helpful in combating competition: Do not nature and PARADIGMS because today anything is possible. Search for newer markets than expanding your customer base. Come out with state of the art, feature packed affordable and competitive advantageous products. Set Benchmarks for growth. Improve up on distribution channels for viable coverage of the market.

The strategic intent should be clear down the management. Work on your strengths i.e. Infrastructure, financial base, backward integration. POP and MERCHANDISING material should be made as per international market. CORPORATE TRAINING PROGRAMMEA for Development of manpower from external faculty.

THE FUTURE

But the battle has only started, and the foreign sports companies are here for the long term. They can sustain losses for years to come in order to gain market share.

Star Impact in INDIA has always been driven by its Value for-money strategy.
The company needs to identify critical success factory and work assiduously towards achieving it.

THANK
YOU