A

PROJECT REPORT ON
MARKETING STRATEGIES OF
TOP FIVE BRAND OF

SOCKS
for the Partial fulfillment the
Degree of
MASTER OF BUSINESS ADMINISTRATION
FROM DEPARTMENT OF BUSINESS
MANAGEMENT
SESSION -2012-13
UNDER GUIDANCE SUBMITTED BY
MISS SHOBHA YADAV
SEFALI SAHU
MBA IST SEM.
ROLL NO.
PREFACE
Marketing houl! not "e looke! u#on in a $a%uum or in
iolation& It i an een%e taking a $ie' of MARKETING
STRATEGIES OF TOP FIVE BRANDS OF SOCKS ine organi(ation an!
it ultimate o")e%ti$e %on%ern for marketing mut #enetrate
all area of the enter#rie& Market ur$e* in to!a*+
%om#etiti$e 'orl! i a mut for e$er* organi(ation&
Thi #ro)e%t i a tu!* of& The rational "ehin! thi
#arti%ular tu!* i to fin! out the #reent market %enario of
$ariou "ran! , to fin! out the %or#orate nee! an!
#er%e#tion& It 'a a #leaura"le e-#erien%e to %on!u%t a
reear%h on "ehalf of TOP FIVE BRANDS OF SOCKS . #ertaining to
the tu!* of the o%k Se%tor&
Con%luion an! there "* re%ommen!ation ha "een
arri$e! at "* #ro#er an! )utifie! inter#retation of the reult
!eri$e! from the a"o$e ai! anal*ti%al tool an! te%hni.ue&
AC/NO01EDGEMENT
Preparing a project o t!i" nat#re i" an ar$#o#" ta"% an$ I &a" ort#nate eno#g!
to get "#pport ro' a (arge n#')er o per"on". I &i"! to e*pre"" '+ $eep "en"e o
gratit#$e to a(( t!o"e &!o genero#"(+ !e(pe$ in "#cce""#( co'p(etion o t!i" report )+
"!aring t!eir in,a(#a)(e ti'e an$ %no&(e$ge.
It i" '+ pro#$ an$ pre,i(e$ge to e*pre"" '+ $eep regar$" to Re"pecte$ - .ea$ o
Depart'ent Dr.Pra'e"! Ga#ta'- Mi"" S!e&ta Rajp#t - Depart'ent o B#"ine""
Manage'ent - S&a'i Vi,e%anan$ /ni,er"it+ Sagar or a((o&ing 'e to #n$erta%e t!i"
project.
I ee( e*tre'e(+ e*!i(arate$ to !a,e co'p(ete$ t!i" project #n$er t!e a)(e an$
in"piring g#i$ance o Mi"" S!o)!a 0a$a, .e ren$ere$ 'e a(( po""i)(e !e(p 'e g#i$ance
&!i(e re,ie&ing t!e 'an#"cript in ina(i"ing t!e report.
I a("o e*ten$ '+ $eep regar$" to '+ teac!er" - a'i(+ 'e')er" - rien$" an$ a((
t!o"e &!o"e enco#rage'ent !a" in#"e$ co#rage in 'e to co'p(ete to &or% "#cce""#((+.
(SEFALI SAHU )
MBA I
ST
SEM.

DE1C1ARATION B2 T3E CANDIDATE
Date 1
I $ec(are t!at t!e project report tit(e$ 2 TOP FIVE BRANDS OF "oc%" 2 on
Mar%et Seg'entation i" na+ o&n &or% con$#cte$ #n$er t!e "#per,i"ion o 'i"" "!o)!a
+a$a, Depart'ent o B#"ine"" Manage'ent - S&a'i Vi,e%anan$ /ni,er"it+ Sagar
3M.P.4 To t!e )e"t o '+ %no&(e$ge t!e report $oe" not contain an+ &or% - &!ic! !a"
)een "#)'itte$ or t!e a&ar$ o an+ $egree - an+&!ere.
(SEFALI SAHU )
MBA IST SEM.

CERTIFICATE
T!e project report tit(e$ 2 MARKETING STRATEGIES OF TOP FIVE
BRANDS OF SOCKS 2 )een prepare$ )+ SEFALI SAHU MBA IST Se'e"ter - #n$er t!e
g#i$ance an$ "#per,i"ion o Mi"" S.OB.A 0ADAV or t!e partia( #(i(('ent o t!e Degree
o M.B.A.
Signatu! "# t$! Signatu! "# t$! Signatu! "# t$!
Su%!&i'" H!a( "# t$! D!%at)!nt E*a)in!
EXECUTIVE SUMMARY
The project enables me to know about various aspects of Footwear industry in
India and mainly about Shock how this piece of cloth is made , marketed and sold.
The features of Footwear industry in India :
India is the worlds second larest producer of te!tiles and arments after
"hina.
#mploys $% million people , second only to ariculture in India
The te!tile and arment industry in India is one of the oldest manufacturin
sectors in the country and is currently its larest
India accounts for about &'( of the worlds production of te!tile fiber and
yarns
To know how did the Socks actually became the Socks we wear today, who was
the person who ave reconition to Sockss, the types of Socks which are most
commonly, what are the views of the people in the South )umbai about Socks
and everythin about the Socks would be studied throuh this project.
The project ives a domestic as well as international outlook of Socks in India.
The various types of Socks are *ola tie ,+scot tie ,"lip on tie, *ow tie and "ravat
The project shows the manufacturin process of Socks.
+lso a survey which will help me to make better decision in my business by
understandin what attitude )umbai kars have towards Socks.
Introdut!on to So"#
Sock
+ hand,knitted sock
+ryle socks
+ #o" is an item of clothin worn on the feet. The foot is amon the heaviest
producers of sweat in the body, as it is able to produce over & -S pint ./.01 l2 of
perspiration per day.
3&4
Socks help to absorb this sweat and draw it to areas where
air can evaporate the perspiration. In cold environments, socks decrease the risk
of frostbite. The clothin5s name is derived from the loose,fittin slipper, called
a "occ#" in 6atin, worn by 7oman comic actors.
3'4
Et$%o&o'$
The modern #nlish word "oc% is derived from the 8ld #nlish word "occ,
meanin 9liht slipper9. This comes from the 6atin "occ#", a term to describe a
9liht, low,heeled shoe9, and derivin from the +ncient :reek word "+%c!o".
3$4
(!#tor$
The earliest known survivin pair of socks, created by naalbindin. ;atin from
$//,%//+; these were e!cavated from8!yrhynchus on the <ile in #ypt. The
split toes were desined for use with sandals. 8n display in the =ictoria and
+lbert museum, reference '/>%?+,&@//.
&'th,century cotton sock, found in#ypt. The knitter of this sock started work at
the toe and then worked up towards the le. The heel was made last and then
attached to loops formed while knittin the le. This practice allowed the heel to
be easily replaced when it wore out.
Socks have evolved over the centuries from the earliest models which were made
from animal skins athered up and tied around the ankles. In the >th century *",
the +ncient :reeks wore socks from matted animal hair for warmth.
The7omans also wrapped their feet with leather or woven fabrics. *y the %th
century +;, socks called 9puttees9 were worn by holy people in#urope to
symbolise purity. *y &/// +;, socks became a symbol of wealth amon the
nobility. From the &Ath century onwards, an ornamental desin on the ankle or
side of a sock has been called a clock.
304
The invention of a knittin machine in &%>@ meant that socks could be knitted si!
times faster than by hand. <onetheless, knittin machines and hand knitters
worked side by side until &>//.
The ne!t revolution in sock production was the introduction of nylon in &@$>.
-ntil then socks were commonly made from silk, cotton andwool. <ylon was the
start of blendin two or more yarns in the production of socks, a process that still
continues.
)*+r!*t!on
Socks can be created from a wide variety of materials. Some of these materials
are cotton,wool, nylon, acrylic, polyester, olefins, .such as polypropylene2,
or spande!.
3%4
To et an increased level of softness other materials that miht be
used durin the process can besilk, bamboo, linen, cashmere, or mohair.
3%4
The
color variety of sock choices can be any color that the desiners intend to make
the sock upon its creation. Sock 5colorin5 can come in a wide rane of colors.
Sometimes art is also put onto socks to increase their appearance. "olored socks
may be a key part of the uniforms for sports, allowin players teams to be
distinuished when only their les are clearly visible.
The township,level district of ;atan in the city
of Bhuji in Bhejian Crovince, Ceople5s 7epublic of "hina, has become known
as Sock "ity. The town currently produce > billion pairs of socks each year,
3A4
a
third of the world5s sock production, effectively creatin two pairs of socks for
every person on the planet on '/&&.
314
St$&,#
7ainbow striped toe socks worn withthon sandals
Flip,flops socks
Socks are manufactured in a variety of lenths. *are or ankle socks e!tend to the
ankle or lower and are often worn casually or for athletic use. *are socks are
desined to create the look of 9bare feet9 when worn with Socks . Dnee,hih
socks are sometimes associated with formal dress or as bein part of a uniform,
such as in sports .like football and baseball2 or as part of a school5s dress code or
youth roup uniform. 8ver,the,knee socks or socks that e!tend hiher .thih,hih
socks2 are today considered female arments. They were widely worn by children,
both boys and irls, durin the late,&@th and early,'/th centuries., althouh the
popularity varied widely from country to country.
+ toe sock encases each toe individually the same way a finer is encased in
a love, while other socks have one compartment for the bi toe and one for the
rest, like a mittenE most notably Fapanese tabi. *oth of these allow one to
wear flip,flops with the socks. 6e warmers, which are not typically socks, may
be replaced with socks in cold climate.
+ business sock is a term for a colored sock for conservative appearance and
casual foot wear. The term is often used loosely to indicate a term for a
conservative office settin. For instance, business socks, business shirts and
business Socks are used for office and job. These socks usually have patterns and
are known to be a cause for bleach stains in laundry machines due to their colored
manufacturin process and dyed attributes.
The +ncient #yptian style of sock is a blend between modern Gestern socks and
Fapanese tabi, both of which it predates. 6ike tabi, #yptian socks have one
compartment for the bi toe and another for the rest, permittin their use with
sandalsE like Gestern socks, they fit snuly to the foot and do not use fasteners
like tabi.
S!-,#
Dnee,hih white socks, often worn as part of a school uniform
See a("o1 S!oe "i5e
In the -nited Dindom, a sock5s siHe is similar to the person5s shoe siHeE for
e!ample, a foot that has a shoe siHe of @ would reIuire a sock siHed >,&/.
In some other parts of the world socks are siHed differently than Socks . In the
-.S. numerical sock siHe is the lenth of the foot in inches, whereas shoe siHe is
not.
Sock lenths vary, from ankle,hih to thih level.
S.ort#
For t!e )a"e)a(( #nior'- "ee Ba"e)a(( #nior'6Stoc%ing" an$ pant".
)ost sports will reIuire some sort of sock, usually a tube sock to protect one5s
les from bein scraped while participatin in sport activities. In basketball, tube
socks are worn, and in lacrosse, mid,calf socks are reIuired. In football, knee
socks are used. They are mostly to stop rass burns.
Ot/,r u#,# o0 t/, 1ord
The layer of leather or other material coverin the insole of a shoe is also referred
to as a sock. Ghen only part of the insole is covered, leavin the forepart visible,
this is known as a half,sock.
3>4
)oot1r*.#
Footwraps used by the Finnish +rmyuntil the &@@/s
Footwraps, pieces of cloth that are worn wrapped around the feet, were worn
with bootsbefore socks became widely available. They remained in use by armies
in #astern #urope up until the beinnin of the '&st century.
O2,r2!,1 o0 Ind!*n )oot1,*r *nd T,3t!&, Indu#tr$
The te!tile and Footwear s sector in India is a diverse and heteroeneous industry,
which covers a wide variety of products from hi,tech synthetic and wool fibres to
yarns to fabrics to Footwear s, cotton fibres to yarns to fabrics to home te!tiles to
hih fashion Footwear s .knitted and woven2. This diversity of end products
corresponds to a multitude of industrial processes, enterprises or market structures.
The Indian te!tile and Footwear s industry is in a stroner position now than it
was in the last si! decades. The industry, which was rowin at $,0 percent durin
the last si! decades, has now accelerated to an annual rowth rate of @,&/ percent.
There is a sense of optimism in the industry and te!tile and Footwear s sector has
now become a sunrise sector.
The catalysts, which have placed the industry on this trajectory of e!ponential
rowth are a buoyant domestic economy, a substantial increase in cotton
production, the conducive policy environment provided by the :overnment, and
the e!piration of the )ulti Fibre +reement .)F+2 on $& ;ecember, '//0 and
implementation of +reement on Te!tiles and "lothin .+T"2.
The buoyant Indian economy, rowin at the rate of > percent, has resulted in
hiher disposable income levels. The disposable income of Indian consumers has
increased steadily. The proportion of the major consumin class .population that
has an annual income of more than -SJ '///2 has risen from '/ percent in &@@%,
@A to '> percent in '//&,/'. This is e!pected to move up to $% percent by '//%,
/A, and to 0> percent by '//@,&/. This translates into a rowth of @.$ percent over
the ne!t > years, and will result in hiher spendin capacity, manifestin itself in
the reater consumption of te!tiles and Footwear s.
To provide Indian consumers with world,class Iuality in te!tile and Footwear s
and retail services, the overnment has recently allowed sinle,brand overseas
retailers to set up retail shops in India. The multi,brand overseas retailersKsuper
marketsKinvestors are already in India to conduct wholesale business to feed
e!istin retailers with Iuality products.
Luotas or Iuantitative restrictions imposed by developed nations, which restrained
the e!port rowth of the Indian te!tiles and Footwear s industry for over four
decades, were eliminated with effect from /& Fanuary '//%. This has unshackled
Indian te!tiles and Footwear s e!ports, and this is evident from the rowth
reistered in the Iuota markets. Footwear s e!ports to the -S+ durin '//% and
'//A increased by $0.' and 1./> percent respectively, while te!tiles e!ports durin
'//A to the -S showed and impressive &'.0' percent rowth. Similarly, in
#urope, Footwear s e!ports increased by $/.A and &1.%/ ( respectively in '//%
and '//A, while te!tile e!ports reistered '.' and $.% percent rowth in the similar
period respectively. The increasin trends in e!ports is e!pected to continue in the
years to come.
If we look at the -S and #- import statistics for Footwear s alone, we find that
these major lobal players are not inclined to source e!clusively from "hina and
India is considered as the second most preferred destination for major lobal
retailers due to its strenth of vertical and horiHontal interation.
The Indian overnment has always and is continuin to consider the role of
te!tiles and Footwear s manufacturin units in India as very critical in achievin
the objectives of faster and more inclusive rowth, and has laid emphasis on
policies aimed at creatin an environment in which entrepreneurship can flourish.
The te!tiles and Footwear s industry is tareted to row at the rate of &A percent in
value terms to reach the level of -SJ &&% billion .e!ports -SJ %% billionE
domestic market -SJ A/ billion2 by '/&', while the fabric production is e!pected
to row at the rate of &' percent in volume terms. Footwear s alone are e!pected
to row at the rate of &A percent in volume terms and '& percent in value terms,
while e!ports are e!pected to row at the rate of '' percent in value terms.
A+out * 4RO5ECT
R*1 M*t,r!*&#
The most commonly used fibers for the manufacturin of Socks are silk, polyester,
wool and wool blends, acetate, rayon, nylon, cotton, linen, and ramie. Socks made
from silk represent about 0/ percent of the market. 7aw silk is primarily imported
from "hina and, to a far lesser e!tent, *raHil. ;omestic weavers of tie fabrics buy
their silk yarn in its natural state and have it finished and dyed by specialists.
Technoloical advances have made possible the use of microfiber polyesters,
which produce a rich, soft fabric resemblin silk and which can be combined with
natural or other artificial fibers to produce a wide rane of effects.
D,#!'n
The desin of Socksis an interactive process between weavers and tie
manufacturers. *ecause small Iuantities in any iven pattern and color are
produced, and because fabrics can be so comple!, tie fabric weavin is seen as an
art form by many in the industry.
If a new desin is reIuested, time is spent developin ideas, producin sample
oods, and bookin orders aainst the samples. )ost of the time, however,
weavers work with open,stock items .desins that have been previously used and
have a lastin appeal2. Geavers use computeriHed silk screens, a process that has
replaced the more time and labor,intensive manual silk,screenin. Ghen workin
with a standard desin, the desiner fills in each year5s popular colors, chanin
both backround and foreround colors, makin it broader or narrower, larer or
smaller, accordin to demand. The manufacturer offers input and refinements in
coloration and patterns. If willin to commit to a lare amount of yardae, a
manufacturer can also develop his or her own desin and commission a weaver to
produce it. 8nce the desin is complete, it is sent to mills where it is imprinted
onto 0/,yard bolts of silk.
The main components of a Socks are the outer fabric, or shell, the interlinin .both
cut on the bias2, and the facin or tippin, which is stitched toether by a resilient
slip,stitch so that the finished tie can 9ive9 while bein tied and recover from
constant knottin. The Iuality of the materials and construction determines if a tie
will drape properly and hold its shape without wrinklin.
+ well,cut linin is the essence of a ood Socks. This interlinin determines not
only the shape of the tie but also how well it will wear. Therefore, it must be
properly coordinated in blend, nap, and weiht to the shell fabric. 6ihtweiht
outer material may reIuire heavier interlinin, while heavier outer fabrics need
lihter interlinin to ive the necessary hand, drape, and recovery.
Co#t .r!,
+ branded or a desiner tie can set you back by anywhere between 7s &// to 7s
&///. +part from leadin names, there is also the unoranised market where
polyester printed ties can be bouht for as low as 7s &//. Industry sources say bi
brands often outsource work to a local manufacturer and then sell it at a fat price
on their own labels. 9The manufacturin cost of a tie varies between 7s '/ to 7s
&,/// and once branded it sells at a much hiher cost,9 )r. Shripal 7athod, a local
manufacturer of Socks. +nd so, lookin for a direct purchase with an eye for ood
desin could save you money.
M*nu0*tur!n' 4ro,##
Ties can be made three ways: by hand, by machine with hand finishin, or
primarily by machine.
Mandmade tie specialists, for the most part craftspeople workin in home studios,
can turn out no more than ten ties an hour. ;esiners who employ them can count
on impeccable Iuality for each piece, every time.
Fashion houses that Iuality ties at hiher volume resort to the ne!t cateory of
production: machine manufacture with hand finishin.
C#tting t!e o#ter a)ric
In the workroom, an operator first spreads the 0/,yard bolts of cloth on a lon
cuttin table. "uttin the outer fabric is done by a skilled hand to ma!imiHe the
yield, or the number of ties cut from the piece of oods. If the fabric has a random
desin, the operator stacks between '0 and 1' plies of fabric pieces in preparation
for cuttin the fabric. If pattern of the fabric .or of the 9oods92 consists of panels,
such as stripes with a medallion at the bottom, these panels are then stacked
accordin to the pattern.
A$$ing t!e acing
-sin the chain stitch of a sewin machine, sewin operators join the tie5s three
sections on the bias in the neckband area. The operator now adds the facin, or
tippin .an e!tra piece of silk, nylon, rayon, or polyester2, to the back of the tie5s
ends. Facin ives a crisp, lu!urious hand to the shell. Two types of facin are
currently utiliHed. Three,Iuarter facin e!tends si! to eiht inches upward from
the point of the tie, while full facin e!tends even hiher, endin just under the
knot.
+ Iuarter to a half of an inch of the shell of the fabric is now turned under, to form
a point. The point is then machine,hemmed by the sewin operator.
Piece pre""ing
Luality silk ties are pocket or piece,pressed. This means that the joint at the neck
.the piecin2 is pressed flat so the wearer will not be inconvenienced by any
bulkiness.
Inter(ining
The interlinin is slip,stitched to the outer shell with resilient nylon thread, which
runs throuh the middle of the tie. )ost ties are slip,stitched with a 6iba machine,
a semi,automated machine that closely duplicates the look and resiliency of hand
stitchin. Mand stitchin is often used in the manufacture of hih,Iuality
Socksbecause it offers ma!imum resiliency and drapin Iualities.
The techniIue is characteriHed by the irreularly spaced stitches on the reverse of
the tie when the seam is spread slihtly apartE by the danlin, loose thread with a
tiny knot at the end of the reverse of the front apronE and by the ease with which
the tie can slide up and down this thread.
T#rning t!e (ining
-sin a turnin machine or a manual turner .with a rod about @ &K' inches lon2,
an operator turns the tie riht,side out by pullin one end of the tie throuh the
other. Ghile not yet pressed, the tie is almost complete. 8n silk ties only, the
linin is then tucked by hand into the bottom corner of the lon end of the tie. If
necessary, the operator hand,trims the linin to fit the point of the lon end. .In all
other ties, the linin does not reach all the way to the bottom corner.2
+ final piece to be sewn on is the loop, which serves both as a holder for the thin
end of the tie when it5s bein worn and as the manufacturer5s label.
The third way of makin a Socks is by usin solely machine to make a Socks,
"urrently such machines are not used in India e!tensively but they are in "hina
which help them to produce a lare Iuantity of Socks in way less time as
compared to time taken by other two methods.
(!#tor$ o0 So"#
)any events in the history of mankind eventually fade into oblivion, but others,
leave their indelible marks for the entire world to see. )ore than $%/ years ao,
the "roats initiated one such influential occurrence. +lthouh started in the &1th
century in a small reion on the +driatic coast, the conseIuences of this event are
still very much evident the world over. A// million people now wear the
ubiIuitous symbol of "roatia around their necks, close to their hearts.
*elieve it or not "roatia is the mother country of the modern Socks but
archaeoloical evidence of the use of Socksoes back to the "hinese and the
7omans almost two millenniums back.
C/!n*6# )!r#t ,%.,ror.
The earliest known version of the Socks has been found in the massive
mausoleum of "hina5s first emperor, Shih Muan Ti, who was buried in '&/ *.".
;esperately afraid of death, the emperor wanted to slauhter an entire army to
accompany him into the ne!t world. Mis advisers ultimately persuaded him to take
life,siHe replicas of the soldiers instead.
The result is one of the marvels of the ancient world. -nearthed in &@10 near the
ancient capital city of Nian, the tomb contained an astonishin 1,%// life,siHe
terracotta replicas of Shih Muan Ti5s famed fihtin force. 6eions of officers,
soldiers, archers and horsemen, all carved in meticulous detail, uard the
emperor5s sarcophaus. The armor, uniforms, hair, and facial e!pressions of the
soldiers are reproduced in e!Iuisite detail. #ach fiure is different , e!cept in one
respect: all wear neck cloths.
O+7,t!2, o0 t/, 4ro7,t
The objective of the project was to study the followin:
To study the nature and sinificance of Footwear industry
8riin and Mistory of Socks
;ifferent types of Shock.
Some Facts about a Socks includin raw materials used, how
desin are made, manufacturin process etc.
+ll the above objective are bein looked after in the project but the
most important objective of me doin this project is that, I want to
et into Footwear industry and this has enhanced my knowlede
and it will enormously help me in near future.
RESEARC( MET(ODOLOGY
RESEARCH DESIGN
A research design is a framework or blueprint for conducting the marketing
research project. It specifies the details of the procedures necessary for obtaining the
information needed to structure and/or solve marketing research problem.
On the basis of fundamental objectives of the research we can classify research design
into two general types:
1) EXPLORATORY RESEARCH
2) CONCLUSIVE RESEARCH
Eploratory research is one type of research design! which has its primary
objective the provision of insights into! and comprehension of! the problem situation
confronting the researcher.
"onclusive research is designed to assist the decision maker in determining
evaluating and selecting the best course of action to take in a given situation.
"onclusive research can be further divided into two types:#
Descriptive
Experie!t"#
$he research design used in this project is a %E&"'I($I)E %E&I*+.
%escriptive study as the name implies is designed to describe something#for eample
the characteristics of users of a given product! the degree to which the product use the
varies with income! age! etc.
SAM4LING TEC(NI8UE USED9
T$is rese"rc$ $"s %se& c'!ve!ie!ce s"p#i!( tec$!i)%e*
,- "onvenience sampling tec$!i)%e+ "onvenience sampling is %se& i! exp#'r"t'r,
rese"rc$ -$ere t$e rese"rc$er is i!tereste& i! (etti!( "! i!expe!sive
"ppr'xi"ti'! '. t$e tr%t$* As t$e !"e ip#ies/ t$e s"p#e is se#ecte& 0ec"%se
t$e, "re c'!ve!ie!t*
SELECTION O) SAM4LE SI:E9
.or the study! a sample si/e of 01 has been taken into consideration.
SOURCES O) DATA COLLECTION9
'search will be based on two sources:
,. (rimary data
2. &econdary data
1; 4RIMARY DATA9
3uestionnaire: (rimary data was collected by preparing 4uestionnaire and the people
were randomly being re4uested to fill them.
2; SECONDARY DATA9
&econdary data will consist of different literatures like books which are published!
articles! internet and websites.
In order to reach relevant conclusion! research work needed to be designed in a proper
way.
STATISTICAL TOOLS USED
$he main statistical tools used for the collection and analyses of data in this project are:
3uestionnaire
(ie "harts
*ar "harts
6ine "harts
"olumn "harts
:ender O )KF
+rea O 7ural K -rban
+e O
Income ,
L!%!t*t!on
8pponents of Socks wearin have cited risks associated with the wearin of
Socksas an arument for discontinuin the practice. These risks have primarily
involved entanlement, infection, and vascular constriction.
The risk of entanlement is enerally well understood by people workin around
machinery or in situations where person,to,person confrontation may occur .e..,
police and prison personnel, and in certain medical fields2. The answer is
enerally to avoid wearin ties, or use the clip,on variety which detach from the
wearer when rabbed.
The risk of vascular constriction, in cases where ties are worn with over,tiht
collars, has been noted. Studies have shown an increase in intraocular pressure in
these cases which can worsen the condition of people with already weakened
retinas. Ceople with laucoma should e!ercise special care Caramedics performin
basic life support remove the tie from a victim as one of the very first steps when a
victim is unconscious or has difficulty breathin to ensure it does not compromise
the airway.
Ties can also be a health risk for persons other than the wearer. Ties worn by
people workin in medical professions are known as major vectors in the
transmission of disease within hospitals. <otwithstandin this problem, doctors
and dentists traditionally wear ties to project a professional imae. The risk of
cross,infection of patients by doctors wearin ties is bein treated seriously by
hospitals. It has been noted that ties are cleaned less often than most items of
clothin and can carry bacteria. In fact, on September &1, '//1, new rules were
published for *ritish hospitals to ban Sockss. ;octors routinely lean across
patients and ties freIuently come into contact with patients P althouh this can be
countered somewhat by a tie bar. +s a result, bow ties have traditionally been
popular with doctors. )edical professionals can mitiate this problem by
chanin into a newly washed tie each day.
)!nd!n'#
+nalysis of my research
For my primary research I handed out $/ Iuestionnaires but
only '/ of them ot answered and above. I have compiled all
these intuitive data into the bar and pie charts. Ghen ivin out
my Iuestionnaire I had to be very selective about who I asked
Iuestions to as I had to make sure that I had a representative
sample population so I can mark eneraliHations the entire
consumin population.
From my research I have four I out that %%( of people do
already own a ties but I also found out than &//( of the student
population .aed &&,'&2 die already own a ties and the majority
of the older people in the older people in the sample .aed
around 0/ and %/2 didnt own a ties and I found out that every
one over A% did not own a ties. )y result show that the current
youth market has already been capitaliHed on by the cloth
companies and the market has become saturated or is definitely
near saturation. This is reflected in the fact that ties sales have
decreased by 0( and this has been said by many Gall Street
writes to be the tip of the iceber and they are prophesyin that
sales will continue to decrease until the marketin stratey is
revised.
The majority of the people who answered my Iuestionnaire had
an income $////,0//// and this show that the current market
certain has enouh money to purchases a new phone the youth
market had an averae of under &//// but as they are most
disposable income are more likely to buy new models of ties but
if the majority of the population has a lare income they can
afford ties but as a lot of them have fames and other financial.
Su'',#t!on#
There is no facility available for local promotion the
freIuency of advertisement at both levels .small and
bi2 should be increases so that it may become more
effective.
"ompany should provided attractive models.
"ompany should introduce low price ties.
Should new conduct research and then increase product
its sale will increase ? it will increase market share.
Should use more attractive catchy punch line and
sloans which set in mind immediately.
Con&u#!on
I think the best way to sum this entire up is with this Iuote from
"hic Simple written by )ichael Solomon, 9They are not
particularly comfortable. They always o out of style .or back
in as soon as we have thrown them out2. +nd they are not even
practical. Qet the tie remains an essential part of a man5s
wardrobe because it unites all the elements of a man5s outfit,
ivin him instant respectability and, above all, it is the ultimate
symbol of individuality9
(uma &E
P%" SE 5officially branded as PU1A- is a major *erman multinational company that produces athletic and
casual footwear! as well as sportswear! head4uartered in6er/ogenaurach! 7avaria! *ermany. $he company
was formed in ,829 as Gebrder Dassler Schuhfabrik by Adolf and 'udolf %assler. $he relationship between
the two brothers deteriorated until the two agreed to split in ,89:! forming two separate
entities!Adidas and Puma. 7oth companies are currently based in 6er/ogenaurach! *ermany.
(uma makes football &ocks and has sponsored a number of footballers! including (el;!Eus;bio! <ohan
"ruijff! En/o .rancescoli! %iego =aradona! >othar =atth?us! @enny %alglish! %idier %eschamps! 'obert
(ires! Alatan IbrahimoviB! 'adamel .alcao! &ergio AgCero! "esc .Dbregas! =arco 'eus! and *ianluigi
7uffon. (uma is the sponsor of the<amaican track athlete Esain 7olt. In the Enited &tates! the company is
known for thesuede basketball shoe it introduced in ,8F:! which eventually bore the name of +ew Gork
@nicks basketball star Halt I"lydeI .ra/ier! and for its endorsement partnership with <oe +amath.
.ollowing the split from his brother! 'udolf %assler originally registered the new#established company
as Ruda! but later changed to Puma.
JKL
(umaMs earliest logo consisted of a s4uare and beast jumping through
a D! which was registered! along with the companyMs name! in ,89:. (umaMs shoe designs feature the
distinctive I.ormstripI!
J9L
with clothing and other products having the logo printed on them.
$he company offers lines of &ocks and sports clothing designed by >amine @ouyate! Amy *arbers! and
others. &ince ,88F (uma has intensified its activities in the Enited &tates. (uma owns 20N of American brand
sports clothing maker >ogo Athletic! which is licensed by American professional basketball and association
football leagues. &ince 211O (uma &E has been part of @ering 5formerly known as (('-.
+ike! Inc.
Ni2e/ I!c* /n a k / is an American multinational corporation that is engaged in the design! development and
worldwide marketing and selling of footwear! apparel! e4uipment! accessories and services. $he company is
head4uartered near 7eaverton! Oregon! in the(ortland metropolitan area! and is one of only two .ortune
011 companies head4uartered in Oregon. It is one of the worldMs largest suppliers of athletic &ocks
and apparel
JKL
and a major manufacturer of sports e4uipment! with revenue in ecess of E&P29., billion in its
fiscal year 21,2 5ending =ay K,! 21,2-. As of 21,2! it employed more than 99!111 people worldwide. $he
brand alone is valued at P,1.O billion! making it the most valuable brand among sports businesses.
J9L
$he company was founded on <anuary 20! ,8F9 as 3#%e Ri00'! Sp'rts by 7ill 7owerman and (hil @night!
J,L
and officially became +ike! Inc. on =ay K1! ,8O,. $he company takes its name from +ike 5*reek QRST!
pronounced |nk|-! the *reek goddess of victory. +ike markets its products under its own brand! as well as
+ike *olf! +ike (ro!+ikeU! Air <ordan! +ike &kateboarding! and subsidiaries including 6urley
International and"onverse. +ike also owned 7auer 6ockey 5later renamed +ike 7auer- between ,880 and
211:! and previously owned "ole 6aan and Embro.
J0L
In addition to manufacturing sportswear and e4uipment!
the company operates retail stores under the +iketown name. +ike sponsors many high#profile athletes and
sports teams around the world! with the highly recogni/ed trademarks of I<ust %o ItI and the &woosh logo.
Adidas
.rom Hikipedia! the free encyclopedia
"&i&"s AG 5*erman pronunciation: |addas|- is a *erman multinational corporation that designs and
manufactures sports clothing and accessories based in 6er/ogenaurach!7avaria! *ermany. It is the holding
company for the Adidas *roup! which consists of the'eebok sportswear company! $aylor=ade#Adidas golf
company 5including Ashworth-!'ockport! and 8.,N of ." 7ayern =unich. 7esides sports footwear! Adidas
also produces other products such as bags! shirts! watches! eyewear! and other sports# and clothing#related
goods. Adidas is the largest sportswear manufacturer in *ermany and Europe and the second biggest
sportswear manufacturer in the world.
JKL
Adidas was founded in ,89: by Adolf %assler! following the split of Gebrder Dassler Schuhfabrik between
him and his older brother 'udolf. 'udolf later established (uma! which was the early rival of Adidas.
'egistered in ,898! Adidas is currently based in6er/ogenaurach! *ermany. (uma is also based in
6er/ogenaurach.
$he companyMs clothing and shoe designs typically feature three parallel bars! and the same motif is
incorporated into AdidasMs current official logo.
J9LJ0L
$he company revenue for 21,2 was listed at V,9.9: billion.
J2L
'eebok
Ree0'2 I!ter!"ti'!"# Liite&! a subsidiary of the *erman company Adidas since 2110!
J9L
is a producer
of athletic &ocks ! clothing! and accessories. $he name comes from the Afrikaans spelling of rhebok! a type of
African antelope or ga/elle. In ,:81 in 6olcombe 7rook! a small village si miles north east of 7olton! *reater
=anchester! <oseph Hilliam .oster was making a living producing regular running &ocks when he came up
with the idea to create a novelty spiked running shoe. After his ideas progressed he joined with his sons! and
founded a shoe company named 4*5* 6'ster "!& S'!s in ,:80.
J0L
In ,80:! two of the founderMs grandsons <oe and <eff .oster renamed the company Ree0'2in the Enited
@ingdom! having found the name in a dictionary won in a race by <oe .oster as a boyW the dictionary was
&outh African edition hence the spelling.
JFL
$he company lived up to the <.H. .oster legacy! manufacturing
first#class footwear for customers throughout the E@. In ,8O8! (aul .ireman! an American sporting goods
distributor! saw a pair of 'eeboks at an international trade show and negotiated to sell them in the E.&.
J0L
$he world head4uarters is located in "anton! =assachusettsW with regional offices
inAmsterdam 5E=EA-! =ontreal 5"anada-! 6ong @ong 5Asia (acific- and =eico "ity 5>atin America-.
JOL
6evi Strauss ? "o.
L,2! Str*u## < Co. Kli v a str sK, also known as LS<CO or simply L,2!6#, is a
privately held +merican clothin company known worldwide for its L,2!6# brand
ofdenim jeans. It was founded in &>%$ when 6evi Strauss came
from *uttenheim,*avaria, to San Francisco, "alifornia to open a west coast
branch of his brothers5 <ew Qork dry oods business. In &>1$, 6evi Strauss and
tailor Facob ;avis received a -.S. patent to make the first riveted men5s work
pants out of denim: the first blue jeans. The company briefly e!perimented .in the
&@1/s2 with a public stock listin, but remains owned and controlled by
descendants and relatives of 6evi Strauss5 four nephews. The company5s corporate
headIuarters is located at 6evi5s ClaHa in San Francisco.
3$4
Or'*n!-*t!on
6evi Strauss ? "o. is a worldwide corporation oraniHed into three eoraphic
divisions: 6evi Strauss +mericas .6S+2, based in the San Francisco headIuartersE
6evi Strauss #urope, )iddle #ast and +frica .6S#)+2, based in *russelsE and
+sia Cacific ;ivision .+C;2, based in Sinapore. The company employs a staff of
appro!imately &/,%// people worldwide. The core 6evi5s was founded in &>1$ in
San Francisco, specialiHin in riveted denim jeans and different lines of casual and
street fashion.
304
From the early &@A/s throuh the mid,&@1/s, 6evi Strauss e!perienced sinificant
rowth in its business as the more casual look of the &@A/s and &@1/s ushered in
the 9blue jeans craHe9 and served as a catalyst for the brand. 6evi5s, under the
leadership of Galter Maas Fr., Ceter Maas, #d "ombs, and )el *acharach,
e!panded the firm5s clothin line by addin new fashions, includin stone,washed
jeans throuh the acIuisition of :reat Gestern :arment "o. .:G:2, a "anadian
clothin manufacturer, and introducin Cermanent Cress trousers under the Sta,
prest name.
The company e!perienced rapid e!pansion of its manufacturin capacity from &A
plants to more than A$ plants in the -nited States from &@A0 to &@10 and '$
overseas. They used 9pay for performance9 manufacturin from the sewin
machine operator level up.
'//0 saw a sharp decline of :G: in the face of lobal outsourcin, so the
company was closed and the #dmonton manufacturin plant shut down.
3%4
The ;ockers brand, launched in &@>A
3A4
which is sold larely throuh
department store chains, helped the company row throuh the mid,&@@/s, as
denim sales bean to fade. ;ockers were introduced into #urope in &@@A. 6evi
Strauss attempted to sell the ;ockers division in '//0 to relieve part of the
company5s J'.A billion outstandin debt.
314
6aunched in '//$, 6evi Strauss Sinature features jeanswear and casualwear.
3>4
In
<ovember '//1, 6evi5s released a mobile phone in co,operation with )ode6abs.
)any of the phone5s cosmetic attributes are customisable at the point of purchase.
Ret"i#ers s%rve, res%#t '. S"("r
=enXs @idXs HomenXs
market FF ,K 2,
C%st'er s"tis."cti'! "s per s%rve, res%#ts
<o.
8f
Ceople
Availability %urability price Advertising variety
&atisfied ,9 2: ,F ,, 2O
Ensatisfied 2F ,2 29 ,, 2O
C%st'er pre.ere!ces "s per s%rve, res%#t
+ike 'eebok >evis Adidas Others
(eople in
91
:9 K8 ,0 ,9 :
-''&#"!&
Ree0'2
3"t"
A&&i&"s
Ot$ers
75HICH 3RAND DO YOU PRE6ER8

3RAND PERCECENTAGE 9:) 6RE;UENCY
'eebok K9 K9
Adidas 2: 2:
Action 8 8
+ike 2F 2F
Others K K
K9
2:
8
2F
K
1
0
,1
,0
21
20
K1
K0
91
'eebok Adidas Action +ike Others
'eebok Adidas Action +ike Others
CO11ENT: most of the people prefer to wear &ocks of 'eebok brand
7ARE YOU SATIS6IED 5ITH THE ;UALITY O6 PRE6ERD 3RAND8
8:.F! 88N
,.9! ,N
Ges
+o
OPTION PERCENTAGE 9:) 6RE;UENCY
Ges 8:.F ,9:
+o ,.9 2
7ARE YOU SATIS6IED 5ITH THE PRICE RANGE8
OPTION PERCENTAGE 9:) 6RE;UENCY
Yes F9 <=
N' ,8 28
N' c'e!t ,O 20
(E'"E+$A*E5N-
F9N
,8N
,ON
Ges
+o
+O "O==E+$
YI6 PRICES O6 YOUR PRE6ERED 3RAND INCREASES 5ILL YOU PURCHASE
AGAIN8
3RAND PERCENTAGE 9:) 6RE;UENCY
S"e 0r"!& >? ?@
C$e"per 0r"!& 1= 2A
A!, 't$er 0r"!& 2= BC
&ame brand
"heaper
brand
Any other
brand
.'E3EE+"G
(E'"E+$A*E5N-
0:
,F
2F
:O
2K
91
1
,1
21
K1
91
01
F1
O1
:1
81
.'E3EE+"G
(E'"E+$A*E5N-
75HAT 6ACTORS IN6LUENCE YOU TO GO 6OR A PARTICULAR 3RAND8
IN6LUENCE PERCENTAGE 9:) 6RE;UENCY
;%"#it, @B 111
Price > ?
D%r"0i#it, 1A 2C
V"riet, ? 11
A!, 't$er C C
O9
0
,K
:
1
1
,1
21
K1
91
01
F1
O1
:1
3uality (rice %urablity )ariety Any other
3uality (rice %urablity )ariety Any other
CO11ENT: people in the surveyed area mostly preferred the 4uality of the brand
instead of price and durability.
YDO YOU NOR1ALLY S5ITCH OVER THE 3RAND8
99N
0FN
Ges
+o
CO11ENT: =ost of the people were not ready to switch over from their brand.
OPTION PERCENTAGE 9:) 6RE;UENCY
Yes 99 ==
N' 0F :9
MAR=ETING STRATEGIES
Strength
Puma s known to be the top-of-the-ne sports socks wth over four
decades of sod track record n the hosery ndustry and estabshed
reputaton as the socks authorty.
Puma Sports Socks s a brand excusvey censed n the Phppnes
to Burngton Industres, a corporaton known for ts nnovatve and
quaty products.
In terms of promotons and events, Burngton party rees on the
famarty of the peope wth the nternatona brands that they
carry. For nstance, every Puma Internatona advertsement shoud
beneft the companys Puma socks as we.
Burngton s affated wth severa reated ndustry assocatons such
as Phppne Exporters Confederaton, Inc., Phppne Garments
Industry, The Hosery Assocaton, and Phppne Retaers
Assocaton. When busnesses are part of a group, they can share
best practces wth each other.
Drven by Burngtons corporate vson, to be the leading quality
socks manufacturer, the company has done modernzaton of
machnes, nnovatons n desgn, ntensfcaton of ts Research and
Deveopment, and has taken more aggressve steps to estabsh ts
presence more wdey n the Phppnes.
The company beeves that t manufactures a more extensve ne of
socks and n broader prce range than any of ts compettors aowng
them to capture addtona market share. In fact, Burngton s abe to
capture 41% of the market.
0eaknee
As for Pumas attrbutes, snce t has been regstered and censed
wth Puma Internatona appare, t s mted only to the standard
sports socks made up of thck knttng and the Puma ogo and desgn
that s known nternatonay.
In terms of prce, Burngton fnds t dffcut to pu down prces of
Puma as t may affect the quaty of the socks.
Fnancay speakng, a huge porton of Burngtons current assets s
ted up to nventory. Lookng at ts debt and equty ratos, the
company s fnancng ts operatons many from debt.
Based from the data n the case, t can be assumed that Burngton
has not ceary defned ts target market and propery postoned
Pumas brand.
O##ortunitie
Around 40% of Pumas saes came from SM Department Store.
Burngton can further boost up ts saes shoud SM put up addtona
department stores n other areas.
Sock-makng ndustry has gone machne-ntensve. Ths means
better workmanshp snce machnes come up wth consstent outputs
whch are very crtca n mantanng hgh quaty.
The consumers buyng decson process s affected by seasons and
trends; for exampe, saes peak up durng frst days of schoo and
durng Chrstmas season.
There s a possbty that ndvduas coud be much more aware of
socks as a means to a more hygenc way of wearng footwear.
Socks coud be used to make fashon statement amongst the fashon
conscous.
Snce Puma has been nvoved wth PBA, any CSR actvty of the PBA
eague woud naturay nvove the company.
Threat
Tght competton wth Dckes, Nke and Addas n terms of brand
mage and prce.
Burngton competes wth numerous brands and manufacturers of
socks, some of whch may be sgnfcanty arger and more
dversfed and have greater and other resources than the company.
The summary of the customer survey made by the company for cass
B market showed that Puma s perceved as excusve socks for boys.
Manufacturng of socks nvoves the use of chemcas. These
chemcas are harmfu to humans upon contract even wth |ust the
emtted fumes.
Purchases of appare tend to decne durng recessonary or other
perods of uncertantes regardng future economc prospects, whch
coud affect consumer-spendng habts and have an adverse effect
on the Companys resuts of operatons.
Cheap mports from Chna have been a contnung threat. Coupe ths
wth ncreasng prces due to nfaton and a stagnant mnmum
wage, a arge porton of the Phppne popuaton woud rather have
cheap but substandard goods rather than ther counterparts. Ths
woud mean that Burngtons products woud have to compete wth
cheaper mported products from other parts of the word.
Snce the company aso mports a substanta porton of ts nventory
from Chna, ths coud mean hgher costs of mportaton for
Burngton.
Makat Ctys re-zonng of ther pants and offces ocaton from
ndustra to commerca. Ths woud n effect rase the tax rates for
the company and greaty affect ts bottom-ne.
Recent trend towards a more care-free festye wth regard to the
proferaton of fp fops and branded sandas coud mean a esser
market share for the company.
I& Com#an* Iue
Burngton has a dre need to consder what further segmentaton,
targetng and postonng strateges they need to deveop to
strengthen Puma Socks brand.
The company needs to thnk of favorabe consumer behavor and
atttudes factors that can be everaged to acheve Pumas brandng
strateges.
The company has to dscuss what marketng communcatons
strateges can be avaed of to pro|ect Pumas Internatona renown
as a sports socks brand.
II& Statement of the Pro"lem
What can be done to estabsh a dstnct brand mage for Puma whch
w dfferentate t from the other n-house brands of Burngton and
from competton?
SUGGESTION AND RECO11ENDATION
S%((esti'!s
(rovide good promotion schemes! offers to customers.
Improve customer satisfaction on 9 (Xs.
"ontinuously add more verity of products in store
"onsistency in 4uality should be maintained.
Hoodland should try new dealer who have the potential. &o they can target
more market.
As there is a bottle neck competition between Hoodland and its competitors! it is
necessary to take measure steps to overcome the area of downfall in Hoodland with
respect to its competitors.

"ustomer considers 4uality as their first preference! so the company should give
more stress on this.
CONCLUSION
Hoodland has slowly but steadily carved itXs place in the world of &ocks .
$hey are well#known brand in &ocks.
7ecause of many other big brands in the market woodland &ocks should come
up with new marketing strategy.
$hey should opt for product development to sustain in the global market.
;UESTIONNAIRE
3., %o you prefer wearing sport &ocks Z
5a- Ges [ 5b- +o [
3.2 which brand you preferZ
5a- +ike [ 5b- Adidas [
5c- 'eebok [ 5d- Action [
5e- Any other [
3.K Are you satisfied with the 4uality of preferred brandZ
5a- Ges [ 5b- +o [
3.9 Are you satisfied with the price range of preferred brandZ
5a- Ges [ 5b- +o [
5c- +o comment [
3.0 if the price of your preferred brand increases will you purchase againZ
5a- &ame brand [ 5b- "heaper brand [
5c- Any other brand [
3.F how do you consider the importance of sport &ocks Z
5a- "omfort [ 5b- (rice [
5c- %urability [ 5d- Ese in sport [
5e- Any other [
3.O what factors influence you to go for a particular brandZ
5a- 3uality [ 5b- %urability [
5c- (rice [ 5d- )ariety [
5e- (romotion [
3.: %o you normally switch over the brandZ
5a- Ges [ 5b- +o [
3.8 does the advertising play any role in selection of brands of &ocks Z
5a- Ges [ 5b- +o [
3.,1 what kind of promotional tool you preferZ
5a- >ucky coupon [ 5b- .ree gift [
5c- %iscount [ 5d- 7uy one get one free[.
B!+&!o'r*./$
http:KKen.wikipedia.orKwikiKSocks
http:KKwww.e!presste!tile.comK'//%/>&%Kreulars/'.shtml
.http:KKwww.fibre'fashion.comKindustry,articleK&/K@'%Kindian,te!tile,and,
Footwear s&.asp 2
http:KKwww.te!tiletreasure.com
http:KKwww.fibre'fashion.comKindustry,articleKbusiness,manaement,articles,
reportsKthe,evolution,of,SockssKthe,evolution,of,Sockss&.asp
http:KKwww.fibre'fashion.comKindustry,articleK&/K@'%Kindian,te!tile,and,Footwear
s&.asp
http:KKwww.Socks.com.sKabttiesKinde!.htm
www.Bodiaconline.com
T!e 78 9a+" to Tie a Tie .IS*< &,>0&&%,'0@,>2 is a book by Thomas Fink and
Qon )ao
http:KKwww.fibre'fashion.comKface'faceKHodiac,clothinKay,noorani,interview.asp
http:KKen.wikipedia.orKwikiKTieRpin
9http:KKen.wikipedia.orKwikiKStockRtie
MR Maga5ine and the <eckwear +ssociation of +merica5s &@@' Mandbook.
http:KKwww.enotes.comKhow,products,encyclopediaKSocks