A PROJECT REPORT

On

COMPARATIVE ANALYSIS OF VARIOUS

BRANDED FOOTWEAR IN DELHI
Submitted towards Partial Fulfillment of
BACHELOR OF BUSINESS ADMINISTRATION
(AFFILIATED TO C.C.S. UNIVERSITY, MEERUT)
(2010-2013)
SUBMITTED BY:
Mohd. Adnan Ansari
BBA VI SEM
ROLL NO. 9864578
(BBA 2010-2013)

UNDER THE GUIDANCE OF

External Supervisor:

Internal supervisor:

Mr. SACHIN MALHOTRA

Manger Manager

Dr. MEGHA VIMAL GUPTA

Faculty, Management
DIMS, Meerut

DEWAN INSTITUTE OF MANAGEMENT STUDIES,

MEERUT

DECLARATION

I MOHD. ADNAN ANSARI hereby declare that the project titled COMPARATIVE
ANALYSIS OF VARIOUS BRANDED FOOTWEAR IN DELHI is my own work and
efforts which is completed under the supervision of Dr. MEGHA VIMAL GUPTA Faculty of
DIMS, Meerut. The Research report was undertaken as the part of course curriculum of BBA
VI Sem programme, CCS University Meerut. This has not been submitted to any other
other examination body earlier.

Mohd. Adnan Ansari

BBA VI SEM
ROLL NO. 9864578
(BBA 2010-2013)

ACKNOWLEDGEMENT

When a person is being helped, guided and co-operated his or her heart is
bound to pay gratitude.
It is not a single mans effort which is sufficient for the accomplishment of a
Research. Various factors, situations and persons integrate to provide the
background for accomplishment of a task requires the effort of so many people
and the work is no different.
I acknowledge here the names of those people who have been instrumental in
preparation of this Research.
I am sincerely indebted to Dr. Gaurav kaushik H.O.D. & Dr. Megha Vimal Gupta
Faculty of DIMS, Meerut for their valuable suggestions and inspiration to undergo

this study and their unstilted help which they gave for the completion of this
Research.
Mohd. Adnan Ansari
BBA VI SEM
ROLL NO. 9864578
(BBA 2010-2013)

CONTENTS
1.

Executive Summary

3.

Literature Review

4.

Research Methodology

17

5.

Woodland Shoes Company Profile

24

6.

Competitors Profile

39

Mirza Tanners

41

M & B Footwear

43

Reebok

46

Nike

48

Franco leone

50

Adidas

51

Marco Ricci

52

7.

Data Analysis

54

Analysis of data collected by various dealers

55

Analysis of data collected by customers

71

8.

Suggestions

78

9.

Conclusion

81

10.

Annexure

84

11.

Bibliography

92

EXECUTIVE SUMMARY
The project assigned was a market research in Delhi and NCR market. The
objective of the research was COMPARATIVE ANALYSIS OF VARIOUS
BRANDED FOOTWEAR IN DELHI AND NCR. The project was crucial for
both the researcher and the company. Researcher had an opportunity to meet with
both dealers and customers. For company the outcome is meant to provide a new
guideline to operate in one of the biggest market in India & design new strategies
to expand their presence.

The objective of the study was defined as under.

What is the market share of different products in market?
Which is the most selling Brand?
Measuring Customer Satisfaction
Providing the company immediate solutions to their problems
Apprising existing dealers of new schemes and promoting sales.

 Identifying untapped dealer and market that can keep Woodland brand in
their store.
Identifying critical features in choosing a branded shoe.
For the aforesaid two questionnaires were designed. The questionnaire used for the
study had a judicial mix of structured and un-structured questions to get into the
depth of the problem area. A sample of 43 dealers and 100 customers from
different part of Delhi were taken.

A detailed analysis of all the problems and various growth opportunities are
attached in the report. Company has an option to expand both horizontally and
vertically as it can not only increase its presence through untapped dealers but
increase its sale by providing its complete range to their existing dealers.

LITERATURE REVIEW

Research Dilemma: Competitive Analysis of Shoe industry in Delhi & NCR

Literature Review

India is the second largest producer of footwear in the world, after China. The
industry comprises of a very large unbranded segment and a small but increasingly
crowded branded segment.

The textile/garment and leather/shoes industries were two of the main industries of
the Albanian
economy during the 1960-1990 period. These industries were state-owned
enterprises and they operated in the context of a socialist economy. Production
included a wide range of products of the value-added chain such as fiber and
leather and even final products. Domestic products supplied the consumption
demand. Exports were managed by a single governmental agency.

After 1990, these enterprises went through a privatization process. A significant

part of them didnt change their destination. Activities concentrated on production
under outward processing regime of clothes and footwear uppers, which comprise
the majority of the countrys exports. Imports satisfy the consumption needs for
textiles and garments. The leather industry, supported by the increasing number of

bovines, has experienced a growing level of exports of semi-final products.

National trademarks are missing and relations with suppliers and marketing
channels are poor, except for re-exported products, which are marketed by
investors and foreign dealers.

The production of leather/shoes industry has increased during the 1999-2001

period (see Table 1). Its portion in the processing industry stands at 10% and along
with the employment contribution (14%) it comprises one of the most
economically and socially important sectors. Investments and the number of firms
in this industry have been experiencing an increasing trend despite fluctuations.
Their volume in 3 the economy and processing industry has changed, especially in
relation to investments, as a result of the increasing volume of investments in other
industries such as metallurgy, metal processing and food processing. High quality
production of footwear uppers destined for re-export in European high quality
markets dominates this industry. The trade balance of this industry is positive as a
result of the high export value. In the recent years the volume of re-exports in this
industrys total exports has averaged 83%.
Source: ACIT, General Directorate of Customs, WTO Agreement

Leather surfaces, also known as shoe uppers, make up the dominant part of total
leather/shoes industry exports (55%). These semi-final re-exported products
intensively employ handiwork. Their destination is almost exclusively Italy (99%
of exports). Raw hides (class 41) also occupy a significant part (14.5%) of this
industrys total exports. Their destination is usually Italy, Turkey or Greece.
Processed hides of bovine (especially bull hides) are the most important ones
among hides exports as raw material. This is possible because of low processing
costs in Albania, as a result of violations of environmental legislation. They consist
of domestic processed hides or imported processed hides under outward processing
regime.

The leather industry utilizes a byproduct of slaughterhouses and transforms the raw
materials into various types of leather and manufactured end products. The leather
production-consumption chain has three processing stages, each requiring different
combinations of material inputs, labour and capital. The first stage is the recovery
of raw materials, that has direct links with animal production activities; hides and
skins are recovered from dairy, draught animals or animals from slaughter houses.
Leather tanning and finishing is the second stage that involves relatively capitalintensive operations while the third stage, which is the production of leather

10

products, is a more labour intensive activity. These three processing stages are
linked to key commercial components of the chain, the marketing of intermediate
inputs, components and end products, and trade and consumption. Inputs to the
chain without which the chain cannot operate under competitive basis are:
qualified labour, design and art centers, component production, access to
chemicals, technical and administrative support institutions, research and
development, training as well as a set of adequate policies.
The leather industry depends on the availability of raw materials, which in turn is
regulated by the animal population, the off-take ratio and the weight per hide and
skin recovered. Between 1994 and 1996, 75% of the bovine herd was located in
developing countries, which produce 56% of hides on a numerical basis and 43%
of the world hide output by weight

11

Competitiveness in the production of footwear

At the beginning of the 90s, the two most fundamental determinants of
competitiveness in footwear production were considered to be, production costs
and the differential impact of trade barriers. At that time other, less quantifiable
factors that influence competitiveness were considered to be the following:
technological developments; proximity to major markets and the role of quick
response; requirements for high quality production; access to technology and
management, design and marketing skills; the increasing importance of offshore,
joint venture and contract production and some more countryspecific factors such
as political and infrastructure constraints and the availability of raw materials and
components(Landell Mills 1990).
The significance of several of the above factors for the next five years has been
subject to revisions. At a recent conference, it was predicted that factors (different
from shoemaking technology) to make shoes better, quicker or more productively
than before will be driving the footwear industry in the new millennium (SATRA
Conference, Hong Kong, April 2000).
The importance of trade barriers and quotas may also diminish with Chinas
admission to the WTO. Trade barriers and existing quotas in the EU and the United

12

states would fall and the possibility for China to negotiate worldwide reductions on
import duties would be open.
The global supply chain of footwear which developed in the last decade and which
is replacing the traditional pattern of integrated shoemaking (leather processing,
tanning, finishing and shoe manufacturing in many developed countries) has been
an agent for the transfer of designs, the introduction of modern management
practices, quick response, and technology and quality improvement to producing
developing countries participating in outsourcing, and has provided the producer
countries with indirect access to major markets.
Competitiveness in the production stages of the chain has been addressed, in many
instances, through the promotion of collective efficiency by enterprises operating
within clusters and industrial districts as discussed in other sections of the paper
The design and managing of different types of marketing and distribution global
chains represent the challenge of the present decade to stay competitive in a fast
changing world.

Regional share in World Leather Footwear exports

13

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:
Large
Region

&
SSI

Medium Scale
14

Household

Tamil Nadu
Delhi & up North
Agra, Kanpur
Calcutta
Bangalore
Mumbai
Others

64
4
9
1
6
3
13

31
8
34
3
3
11
10

7
2
14
19
4
3

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

Non-

Leather

Leather
Region

Leather
leather

Shoe

Shoes
Percentage
Tamil Nadu
Delhi & up North
Agra, Kanpur
Calcutta
Bangalore
Mumbai
Others
Total

26
10
45
12
3
4
0
100

Non
Leather
Sandals

Shoes

Uppers

5
77
0
0
3
2
13
100

54
4
32
2
4
1
3
100

Sandals
1
1
62
3
0
32
1
100

0
60
0
0
0
0
40
100

Shoes manufactured in India wear brand names like Red tape, ID, Lee Cooper,
Florsheim, Gabor, Clarks, Salamander and St. Micheals. As part of its effort to

15

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.

16

OBJECTIVES OF THE STUDY

17

OBJECTIVES OF THE STUDY

On the basis of Research Problem, following objectives have been identified:
What is the market share of different products in market?
Which is the most selling Brand?
Which price range is most preferred by the customer?
Measuring Customer Satisfaction
Identification of problems of Woodland Shoes
Providing the company immediate solutions to their problems
Apprising existing dealers of new schemes and promoting sales.
Identifying untapped dealer and market that can keep Woodland brand in
their store.
Identifying critical features in choosing a branded shoe.

18

RESEARCH METHODOLOGY

19

METHODOLOGY

Research Design

Exploratory Research has been done as an initial study to find out various facets
of the Marketing Research problem, such as the possible factors that may be
responsible for dissatisfaction. I consulted Customers and various dealers. This was
followed by Descriptive Research whereby personal interviews were conducted
with customers

Data Collection
The primary data has been collected by administering a structured questionnaire to
the customers & dealers. The questionnaire was undisguised in the sense that
questions would directly refer to the objective of the study.

Questionnaire Design
The questionnaire used for the study had a judicial mix of structured and unstructured questions to get into the depth of the problem area.

20

Management Decision Problem:

1) What measures should the company take to attain a greater satisfaction level
amongst customers?
2) What measures should company take to increase its market presence and market
share?

Marketing Research Problem:

Identification of Market Share of Woodland and other major brands of footwear in
Delhi and NCR, and understand the strategies of competitors of Woodland.

Sample Design
Target Population
Elements: Individuals who buy branded footwear and MBOs.
Sampling Unit: Shops & Individuals.
Extent: The residents & dealers New Delhi, Delhi & NCR.
Time: Third week of May- Second week of July

Sampling Frame:
The database of dealers who keep multiple branded footwear in their stores.

21

Sampling Technique:
The sampling would be without replacement i.e. once an element is selected for
inclusion in sample; it is removed from the sampling frame. The sampling
technique used will be convenient sampling.

22

Sample Size:
Sample size was of 43 Dealers and 100 Customers keeping the paucity of time and
resources in mind.

Statistical Tool:
I have used various statistical tools as well as taken help of SPSS software &
Microsoft Excel to arrive into concrete results.

23

COMPANY PROFILE
A E R O GROUP OF COMPANIES
(WOODLAND)

24

Brief history

In 1960 Started as a small shoe manufacturing company.

In 1962 acquired first retail outlet in prime location in New Delhi.

In 1965 First export of complete shoes from India.

In 1968 first fully mechanized (German) shoe plant installed.

In 1970 Beginning of Russian exports on regular Basis.

In 1972 First leather tannery in Madras(Chennai).

In 1978 huge expansion in shoe upper manufacturing capacities to cater to

growing Russian market.

In 1980 Second leather tannery in Jalandhar.

25

 In 1984 First Indian company to set up trading office in USSR.

In 1986 expanded retail shoe stores in Delhi.

In 1988 First protocol with the government of USSR. Large scale expansion
in leather Industry in former USSR.

In 1990 First turn-key contract for US $ 78 million signed with USSR.

Government for setting up leather complex in Kazakhistan had to be
abandoned due to force - manure conditions: collapse of USSR.

In 1992 Launched (own production) shoes for Indian domestic market for
the first time.

In 1992 Expanded complete shoe manufacturing facilities to meet the

growing demand of woodland shoes.

In 1993 Launched woodland brand and finalized distribution network. Set

up a subsidiary company in Canada and acquired a shoe manufacturing

26

factory in Quebec to serve North American market. Finalized Reebok

manufacturing collaboration.
In 1993 Introduced woodland apparels set up manufacturing facilities.

In 1994 Continuous expansion of woodland concept stores.

In 1994 Reebok manufacturing plant commissioned for export to USA

In 1995 Developed concept for woodland concept stores with a UK based

Design Company.

In 2000 Robust presence in the premium retail market, With 100 exclusive
stores, 50 distributors and 3500 retailers operating in the domestic market
worth rs.100 crores, with exports division contributing additionally to the
tune of rs.20 crores.

27

Aero

CENTRAL

SERVICES

DOMESTIC
OPERATIONS

EXPORTS

28

OVERSEAS

OPERATIONS

Central services
Corporate strategies
Finance & banking
Audits, accounting
Taxation, excise (vat.)
Personnel, staff welfare
Technical : electrical, mechanical, machinery
Maintenance, spares etc.
Product development shoes & apparels
Public relations & government liaison
Stores (components, materials)
Shipping (export & imports)
Real estates management
Overseas operations
Canada

large winter boots factory in Quebec qty.

High quality uppers from aero, New Delhi

29

Lasting / finishing in Quebec using American lasts / soles /

fittings -

Marketing in USA / Canada (specialty in winter boots

and Woodland type casual shoes.) Volume 2000 - 100k pairs.

sourcing operations from south east Hongkong
Asia Representation: to serve European exports; Germany, France, Italy

Woodland
Premium brand up market casual shoe.

Oil pull up leather, trp soles & in built comfort engineering introduced to
Indian market for the first time by woodland.
Target audience young 14-40 years
Well knit distribution system, own concept stores, franchise, independent
retailers (shop - n - shop) type.
Full advertising and promotional support in print and audio media,
national / metro channel, Star tv, M tv, BBC, Sahara tv, Sony tv & Zee tv.
Point of sales merchandise & standardised window display system.
Training & education of floor level sales personnel.

30

31

Domestic operations

Tanneries: Two captive tanneries at Madras & Jallandhar specialty heavy

(bovine) leathers, oil pull-ups, nubuc, glazed cow, white leather for
Reebok sports shoes.

Retailing: Woodland concept Retail shoe & apparel Stores.

Textile:

Captive plant to Manufacture fine synthetic fur fabric for shoe lining,
stuffed toys & other applications. High technical Japanese & Italian
machinery equipped knitting plan. Manufacturing up market knitted
garments in cotton, acrylic & wool.

32

WOODLAND DISTRIBUTION

Started in 1992 WOODLAND SHOES have created a niche for itself with the upmarket discerning clientele. In a recent study of Indias top brands in the consumer
& service industry, WOODLAND shoes have been rated number two next to
Bata, who by their sheer size & longevity had a first recall value.

WOODLAND shoes with a small turn over of Rs.7.7 Million in 1992 have crossed
Rs.1000 Million Mark during the fiscal year 1999-2000 and is poised for steady
growth of nearly 20% every year. On the marketing strategy WOODLAND has
been segmented in two broad categories.

Whole Sale Distribution

Retailing through WOODLAND concept stores.

33

COMPANY PROFILE AERO SHOES NEW DELHI

Aero Shoes is part of the closely held Aero Group of Companies which are
into the business of Life Style Products for over forty years. The Group with about
2000 employees located at its various offices all over India.

Every manufacturing units is well equipped and mechanized plant, having very
good infrastructure, top of the line machines like CERIM, CHENGFUNG,
FALAN, etc. and each facility has its own specialty e.g. one of our factory is solely
engaged for making BOAT SHOES (Winter as well as Summer). Another one big
unit is devoted for producing Rubber & EVA Jogger (Men & Women) shoes. This
unit has own rubber moulding plant which gives the frequent supply of different
kind of soles.

There is one unit, which is producing high fashion ladies

shoes/sandals/boots (M/c made and hand made both). Two units are engaged for
stuck on ladies and gents shoes. One unit is exclusively producing shoes for
children.

The company has a tannery each at Jallandhar & Madras which meet most of the
requirement of upper leather except the type of leather which is not manufactured
by them which is procured from outside sources including overseas.
34

The company has current consolidated annual production capacity of 1.5 million
pair shoes.

Full facilities for TPR/Leather sole manufacturing exist in-house.

Although, a good number of soles are sourced from European companies to keep
us with the seasonal/specific market trends. The footwear are manufactured for
Ladies, Gents and Children range in all age groups. In addition to exports to
Europe & Middle East countries the domestic sale of our WOODLAND brand
footwear are through 150 exclusive show rooms and over 2000 other prestigious
stores all over India. The total annual sales amount to approx. 50 million US
Dollars.

We are regular supplier to some of the leading brands in Europe/USA like JELA
SCHUH, BAUR-VERSAND, KARSTADT Germany, GROUPE ANDRE,
CARREFOUR, AUCHAN, SIPLEC France, GAP, TODD WELSH U.S.A.,
COMBINED TRADING (BREVITT) U.K., HUSH PUPPIES Singapore,
etc.

35

Our address is:

Aero Shoes
Gurdwara Road,
Karol Bagh,
New Delhi 110 005 (INDIA)

Supplier

Tel No.:

0091 11 51546474 / 25782900

Fax No.:

0091 11 25755200

E-mail:

aeroshoe@del3.vsnl.net.in

AERO SHOES
Gurdwara Road, Karol Bagh,
New Delhi 110005, INDIA.

Established (Year)

Management

1956
:

Partnership Firm (Mr. Avtar

Singh & Mr. Harkirat Singh)

Turnover per annum

US $ 50 Million.

Export Percentage

20%

Product line

Footwear for exports

36

Footwear for the domestic

Market.
Set up

Unit

No.

Name
Aero

Employee
131

Club-I

of Factory
Size
10000

Production Product

Machinery

Capacity
Strength
30000 P.M. Ladies

Imported

Sqft.

shoes

&

150

50000

boots
30000 P.M. Joggers

125

Sqft.
10000

Sport shoes
25000 P.M. Children

Enterprises
Casual
135

Sqft.
12000

shoes/sandal
30000 P.M. Casual
Imported

Footwear

Sqft.

Aero
Club-II
Goodluck

shoes

37

& Imported
Imported

Fully mechanized imported conveyer in each factory.

Tannery

We have our own tanneries

1) Jallandhar (Punjab)
2) Chennai (Having capacity 0.5 million sq.ft. per month)

Sole Plant :

We have our own sole plants for TPR/EVA/Tunit/Leather soles.

Social Audit By

Carrefour, France / GAP ,USA.

Countries & approx. business

Main Buyers Name

Andre,

Quelle,

Casino

Auchan
Gap, Todd Welsh
Baur-Versand
JD Williams, Wrangler

Country
& France
USA
Germany
UK

Brand Owned

WOODLAND
38

Approx. Business (In

US$)
2000000
1500000
1050000
2000000

 WOODS
WOODSTEP

Registration of Brands (Country)

NEW ZEALAND
SINGAPORE
DUBAI
MAURITIAUS

39

COMPETITORS
PROFILE

40

Major Competitors:

The Research finding states that major competitors of Woodland shoes are
Red Tape (Mirza Tanners)
ID Shoes ( M.B Footwears)
Lee Cooper Shoes ( M B Footwears)
Franco Leone

Adidas, Reebok and Nike are not the direct competitors of brand as their
positioning is as a sports shoe while woodland is known as stylish casual footwear
brand.

41

MIRZA TANNERS LIMITED

CompanyProfile
Mirza Tanners is into business of manufacturing and selling shoes. The company is
one of the largest shoe manufacturers in the world. The company is a government
recognized export house. The company is largest exporter of shoes from India. The
company exports its shoes, which are sold by leading shoe manufacturers globally.
The company also sells its shoes under brand name of Red Tape, Ozark and Oak
Ridge. The company won two exports awards during the year from Council of
Leather exports. Last year only the company forayed into domestic market. The
company sells 60% of its produce to international big players in footwear industry
and rest under its own brand name.
Mirza Tanners Ltd., having its Regd office at Kanpur, was incorporated as a Pvt.
Ltd. Company under the Companies Act, 1956 on 5th July, 1979 and converted
into a Public Ltd. Company in 1994. The Company started its business as a
Tannery, producing Leather and at present it is a fully integrated Manufacturing
Company producing complete shoes to the tune of 5000 pairs per day and
comprising of the following factories :i.

A Tannery at Magarwara, Unnao with a capacity to produce 80 Lac Sq. ft.

of Finished Leather per

annum.
42

ii.

A Shoe-Upper & Leather goods factory at Juhi, Kanpur with a capacity to

produce 5 Lac pairs of Shoe-uppers and Leather goods valuing approx.
Rs.100 lacs per annum.

iii.

A Shoe factory at Magarwara, Unnao with a capacity to produce 4.5 Lacs

Gents Leather Shoes per annum.

iv.

A Shoe factory at Sahjani, Unnao with a capacity to produce 10.5 Lac ShoeUppers and Finished Shoes per annum, equipped with sufficient machinery
to make around 7 Lac pairs of Shoe-Soles out of PVC/TPR.

Mirza Tanners Ltd. is a major supplier of shoes to reputed names in Europe like
Bata-Italy, France, Switzerland, Deichmann, Germany & Florsheim Australia,
and in U.K. to Olovers, Asda, Barrats Shoefayre, Shoe City, Streads & Simpson. It
has Joint Venture Company in U.K. and South Africa. The company is selling
branded shoes in the name of Red Tape & Oakridge.

43

M & B Footwear
With 21 years of in-depth experience in the Indian market, M&B Footwear is
perhaps the only company that has access to more than 600 premium shoe outlets
and departmental stores throughout India. Over the years, the organisation has
painstakingly built an extensive network of distributors covering every major city
in the country.

M&B Footwear recently has spread its operations in the UAE and Bangladesh,
where the shoes are sold through exclusive distributors for the region.
In its expansion plans, M&B footwear is looking for strategic partners in Nepal &
Sri Lanka in order to expand its market reach.

The genesis of i-D goes back to 1989, the college days of Mr.I.D.S.Musafir, when
he had to submit a project report at the end of his Footwear Design & Technology
course from Southfields College, U.K. For this project, he required a Brand name
& after much deliberation he picked up the initials of his name i.e. I.D. as the
brand name of shoes for his project report.
44

Since then it was always there at the back of his mind to launch a signature line of
shoes under the brand name of i-D in the Indian footwear market.
The ranges of I-D shoes were launched in India in November 2002.

Franchise Store: In September, 02, M&B Footwear (P) Ltd got into an agreement
with the Lee Cooper apparel licensee in India, M/s Indus Clothing Company, to
open joint franchise stores for the complete range of apparels and shoes to be sold
under one roof. This joint effort was made in order to enhance the image of the Lee
Cooper brand in the minds of the consumers, and also to showcase the complete
range of products offered by the brand name under one roof.
The first two franchise stores were opened simultaneously in two of the major
shopping centers of Delhi i.e. Connaught Place and Greater Kailash. Judging from
the success of these franchise stores M&B Footwear (P) Ltd intends to open more
of the same in other metros and mini-metros of India.

The main ventures are highlighted below:

Taj Shoes Retailing.
Lee Cooper Original European Shoes.

45

Taj Shoes
Founded in 1979 by the late Mr. J.D. Singh Musafir, Taj Shoes was the first Indian
company to sign up an Italian collaboration for the sale of footwear in the country.
The unveiling of its eponymous flagship store in New Delhi marked the arrival of
international footwear fashion in India. Within a short span of time, Taj emerged as
a premium shoe brand for discerning men and women in the domestic market. By
1992, the brand was available in all major cities throughout India.
Taj Shoes is the retail platform of M&B Footwear, through which it launches &
test markets all its brands.

Lee Cooper
Having established a firm foothold in the domestic retail segment, M&B Footwear
signed an exclusive license deal with Lee Cooper Licensing Limited of UK for
manufacturing and marketing shoes under the internationally renowned Lee
Cooper brand name in India. Positioned as "Original European Shoes since
1908", the brand is aimed at trendy males in the age group 18 to 35. The
personality of the brand is that of a street smart guy who keeps in step with
international fashion trends.

46

The Lee Cooper range offers a wide variety of styles from

Derby's, Boat Shoes, and Bump toes to Goodyear Welted,
Sports Basics and sandals. Since its launch, the brand has
become the market leader in the casual footwear segment
in India, and is sold through more than 600 premium retail
outlets across the country.
Reebok India Company
RIC has a presence in the footwear and apparel segments through its sports and
fitness Reebok brand, premium Rockport brand and Greg Norman Golf Collection.
Reebok, RICs mainstay brand, has a strong market presence in both sports
footwear and apparel, a segment that has witnessed a steady growth in the past 3-4
years. Reebok has capitalised on this market growth by substantially increasing its
distribution reach in the past two years, resulting in a healthy growth in its apparel
and footwear sales. ICRA expects RICs sales growth in future to be driven by an
expansion of the market size and increased penetration of its existing brands.
In 2002, Reebok International identified India as a leading supplier of Greg
Norman collections for worldwide sourcing, which has resulted in additional
income stream through commission on exports for RIC.
Operating income of RIC has shown a significant improvement for the year ended
December 2002 as a result of both increased domestic sales and commission on
47

exports. The operating income has continued to register growth in the current year.
The company has been able to efficiently manage its working capital, resulting in a
decline in debt levels. The resultant reduction in interest cost, besides the improved
scale of operations had led to an improvement in profitability and coverage
indicators for the year ended December 2002. With increase in sales volumes, the
profits for the current year are expected to be higher than the previous year. RIC
had accumulated losses from the initial years of its operations, resulting in high
gearing levels in the past. The decline in accumulated losses due to accretion of
profits, as also a decline in debt levels have resulted in a significant improvement
in gearing levels. This trend is likely to sustain in the medium term.

48

NIKE
Nike, Inc. engages in the design, development, and marketing of footwear, apparel,
equipment, and accessory products worldwide. The company produces
athletic footwear products for specific athletic use and for casual or leisure
purposes. It designs products for running, basketball, childrens cross
training, outdoor activities, tennis, golf, soccer, baseball, football,
bicycling, volleyball, wrestling, cheerleading, aquatic activities, hiking, and
other athletic and recreational uses. Nike also sells sports apparel, as well
as athletic bags and accessory items. The company sells equipments under
the NIKE brand name, including sport balls, eyewear, skates, bats, gloves,
and other equipment designed for sports activities. The company, through
its subsidiaries, produces and sells swimwear, womens sports bras, cycling
apparel, maternity exercise wear, childrens clothing, school supplies,
timepieces, and electronic media devices under the NIKE brand. It also
sells various plastic products, and plastic injected and metal products to
other manufacturers. The company sells dress and casual footwear, apparel,
and accessories for men and women under the brand names Cole Haan, g
Series, and Bragano. It also manufactures and distributes ice skates, skate
blades, in line roller skates, protective gear, hockey sticks, hockey jerseys,
licensed apparel, and accessories under the Bauer and NIKE brand names.
The company sells its products through a mix of independent distributors,
49

licensees, and subsidiaries in approximately 120 countries worldwide. Nike

was incorporated in 1968 and is headquartered in Beaverton, Orgeon.

50

Franco Leone Shoes

Franco Leone Shoes (P) Ltd. Is in the line of manufacturing high quality footwear
for men and children for the last 50 years. Franco Leone produces shoes in more
than 300 designs covering every age group and income category, from the priceconscious to the price-indifferent customer, from teenager to adult.
Franco Leone Shoes (P) Ltd. has its own studio for design & development of
footwear. Franco Leone uses state of the art Italian & German machine. Franco
Leone has craved a name for itself in domestic and international market through its
innovative designs and product quality. Franco Leone have a presence across India
through distributors, showrooms and multi-brand stores. Franco Leone also exports
its products to various countries (U.S.A., France, Germany etc.)

51

Adidas

The foundation
Adidas is registered as a company, named after its founder: 'Adi' from Adolf and
'Das' from Dassler

Higher
Driven by a desire to help all athletes committed to performance, adidas
manufactures equipment for what some consider "fringe sports". Unconventional
high jumper Dick Fosbury launches himself up and over in adidas footwear.

52

Globally, Marco Ricci is a young brand, but one created by professionals with long
years of experience in the fashion industry. Its products therefore combine a
vibrant, youthful attitude with sophistication and polish.
Marco Ricci in India
Marco Ricci stepped into India feet first. Its shoes and boots have taken the country
by storm, from the time they were first shown at a launch conference for footwear
professionals at the Taj, Mumbai, on February 15, 2003.

Soon after the shoes came the launch of Marco Ricci belts, and then other leather
accessories. It won't be long before Marco Ricci products for women enter the
market, followed by Marco Ricci suits, sold at exclusive branded outlets.
Marco Ricci shoes and accessories are imported, marketed and in some styles
produced by ANZ Trading Corporation, Mumbai. They are currently sold
nationwide at all outlets of Shoppers' Stop and footwear chains like Lords, Regal,

53

and Metro, and at The Loft. Marco Ricci accessories are also available at select
outlets across the country.

Marco Ricci Shoes

Marco Ricci aims at providing international quality to every footwear segment.
There is something for everybody: casuals, semi-formals, formals and boots. Made
from top grain, non-pigmented leather, we use state-of-the-art waxes and dyes to
give the leather a rich, distinctive look. Supple construction, with extra-soft, shockabsorbing cushions inside, make for a supremely comfortable experience.
The soles are of three kinds. Highly formal pumps have leather soles. Soles for
semiformal shoes are made of thermoplastic rubber or TPR, the new international
norm: light, flexible, slip-resistant, shock-absorbent, and strong. Casuals are made
of ethyl vinyl acetate or EVA, which is lightweight, flexible and great for shock
absorption.

54

DATA ANALYSIS

55

Analysis of the data collected by various dealers of branded footwear

Most Available Brand in the Market

NIKE

REDTAPE

FRANCO
WOODLAND

ADIDAS

LEE
REEBOK
ID

Findings
Out of the 43, MBOs Lee Cooper is available at 32 Outlets in Delhi &
NCR.
Woodland is available at more than 25% outlets.

56

Most selling Brand in the market

Franco

Reebok
Red Tape
ID

Lee Cooper
Woodland

Findings

Red tape is clear market leader. It is the most selling brand in the market.
The market share of red tape is more than 45%.
On other hand Id shoes is least selling brand among the branded footwear.

57

Most Preferred Price range by the customers

1500-2500
below 1000

1000-1500

Findings

1000-1500 is the most preferred price range in branded among the customers
according to the dealers
Very few people look out for branded footwear below 1000

58

Which brand provides the highest profit margin?

Findings
Lee Cooper and Franco Leone provide the highest profit margin to the
dealers. The margin given to dealers by these brands is 28%
Woodland gives the lowest margin to dealers.

59

Pair of shoes sold in a month

below 5
10-15
15-30
30-50

5-100
100 and above

Findings

Out of the 43 MBOs more than 65% of the MBOs Sell More than 100 pair
of shoes in a month

60

Maximum Share in total Sale

Franco

Adidas
Reebok
Red Tape

Lee Cooper

Woodland

Findings

Red tape is clear market leader. It is the most selling brand in the market.
The market share of red tape is more than 45%.
On other hand Adidas shoes is least selling brand among the branded foot
wears

61

Discount offered by Dealers

15-30%
10-15%
No

5-10%

Findings
5-10% discount is the commonly offered discount by the dealers.
About 25% dealers dont offer any discount to the customers

62

What Customer looks in his footwear?

Findings

Out of 43 dealers 38 dealers said that customers want comfort and design &
style in his footwear.
Very few people expect durability and are worried about price range, while
purchasing their footwear

63

Does woodland has variety according to needs of the customers?

No Idea

no

yes

Findings

Near about 40% of dealers said woodland do not have the variety according
to need of the customers.
Many dealers said Woodland does has the variety.

64

Price of product in the eyes of dealers

Excellent
Good

No Idea

Average

Findings

More than half of the dealers had said that, the price of the product of
Woodland is Average.
More than 25% of the dealers had said that, the price of the product of
Woodland is Good.

65

Comfort level in footwear of Woodland

No Idea

Average

Excellent

Good

Findings

More than half of the dealers had said that, the comfort of Woodland is
excellent.
25% of the dealers had said that, the comfort of Woodland is good.

66

Value for Money in footwear of Woodland

No Idea
Excellent

Average

Good

Findings

40% of the dealers had said that, the value for money in Woodland is good.
More 20% of the dealers had said that, the value for money in Woodland is
excellent.

67

After sales services in footwear of Woodland

Excellent
Good
No Idea

Average

Findings
More than half of the dealers had said that, the after sales services of
Woodland are Average.
Very few dealers have said that, the after sales services of Woodland are
excellent.

68

Distribution network of Woodland

Excellent
Good
No Idea

Average

Findings
40% of the dealers had said that, the distribution network Woodland is
Average.
25% of the dealers had said that, the distribution network Woodland Good.

69

Availability of product in the eyes of dealers

Excellent
Good
No Idea

Average

Findings
More than 50% of the dealers had said that, the availability of product in
Woodland is Average.
20% of the dealers had said that, the availability of product in Woodland is
good.

70

Innovation in Woodland

Excellent
No Idea

Good

Average

Findings
In Case of Innovation More than 30% dealers said, it is average and same
amount of dealers said it is good.
Near about 25% dealers have no idea about innovation.

71

Analysis of the data collected by Customers

Percentage of people wearing branded & Non Branded Footwear

Finding
Major chunk of population in Delhi and NCR is wearing Non-Branded
footwear
Only 37% people wear Branded footwear

72

How many people in different age group are satisfied with the footwear they
wear?
20

AGE

10

Under 18
18-24

Count

25-31
32-38
0

Above 38
Yes

No

SATISFY

Finding
18 people between the age group 18-24 are satisfied and the same number of
people are not satisfied the brand they wear.
In the age group 25-31more people are not satisfied with the brand they wear
then the number of satisfied people.

73

From where you first came to know about the brand you wear?

Finding
40% of the say they came to know about the brand via Newspaper and
Magazines.
Only 5% came to know about the brand via Internet.

74

How many pair of shoes do you currently have?

Finding

Out of 100, 60 people are having two to three pairs of shoes.

Only 10% people have more than three pair of footwear.

75

With which Personality you associate the brand you use

76

FINDINGS

77

FINDINGS

A brand ambassador or brand icon represents a brand. He is certainly a

motivational factor for purchase. In order to understand which is the most favorite
icon the researcher tried to find it through the respondent.

Sachin is certainly a brand icon for many. But it is great to know that Amitabh has
not lost its charm till date. It is increasing day by day rather. As 22% of the
respondent opted for Amitabh Bachan.

As far far as buying a shoe is concerned other Cine stars Salman khan, Aamir khan
and Sanjay Dutt are also popular among the people.

78

SUGGESTIONS

79

SUGGESTIONS

1. All Designs are not always available.

2. Woodland doesnt has shoes to cater every segment.
3. Margins are lesser in comparison to other competitive brands. Many dealers
are not keeping Woodland only because margins provided to them are not
sufficient. Increase margins is said repeatedly by owner of Delco Shoes
Lajpat Nagar.
4. Distributor is Hopeless said the owner of POSH SHOES. Many Dealers
are not satisfied with the distributor. They want more distributors.
5. Woodland has a policy of providing heavy discounts in its own outlet. Many
stores in Delhi/NCR remain on sale throughout the year which hampers
Dealers Sale.
6. Woodland has ambiguous policy for dealers and its own outlet. Entire range
is not made available to dealers. Even During the annual sale of Woodland
Dealers are not considered and no incentive is provided to them to
participate in sale.
7. The Designs of the Woodland are not in tune with their competitor. They are
little higher on price front as well.

80

8. I do not feel like keeping Woodland shoe in my store because Brand

Appeal is lacking (owner, Gulati Shoes. Lajpat Nagar) Woodland should
work on its brand image. Brand perception has come down in last few years.
9. Price of Woodland is higher in comparison to ID which is its close
competitor.
10.Woodlands advertisements and promotions are not at par with requirement.

81

CONCLUSION

82

CONCLUSION

After collecting the data and doing analysis through statistical tools following
conclusions are made:

Brand equity of Woodland is not very impressive and it is perceived

as mediocre range of brand in premium category footwear market
(mainly B+ or B were perceived by respondents.)
Dealers of Woodland are worried of the ambiguous policies of
Woodland. Dealers are not provided with complete range of Woodland
products. They are not included in annual sale and other promotional
scheme. The aforesaid is confined to their exclusive outlet.
Some of the dealers want distributors to be increased and want
Company to listen to their valuable views and suggestion.
Woodland has limited presence in Delhi market. Many dealers who
were earlier catering to the brand has stopped due to various reasons.
New dealers who have opened their outlets in recent past have not
been tapped.
In few areas Brand is omnipresent with almost all dealers where as
few are still un-represented.

83

 A few dealers have habit of providing discounts to customers.

Discount is as big as 20% in some cases. This not only maligns
companys image in the eye of customers but also disturbs other
dealers.
Woodland has a policy of providing heavy discounts in its own outlet.
Many stores in Delhi/NCR remain on sale throughout the year, which
hampers Dealers Sale.
Dealers outlet and market does not have proper glow sign posters and
other promotional object. Window display of Woodland product is
poor in many outlets.

84

ANNEXURES

85

Dealers Questionnaire

1. Which of the following brands are available at your showroom?

Red tape

Woodland

Lee Cooper

Reebok

Adidas

Franco Leone

ID
Nike

2. Which brand of shoes do you sell the most?

Red tape

Woodland

Lee Cooper

Reebok

Adidas

Franco Leone

ID
Nike

3. Which price range is most preferred by the customer?

Below 1000

1000-1500

1500-2500

2500-4000
4000 and above
4. Which brand of shoes provides higher profit margin?
Red tape

Woodland

Lee Cooper

Reebok

Adidas

Franco Leone

86

ID
Nike

5. On an average how many pairs of shoes you sell in a month?

Below 5

5-10

30-50

50-100

10-15

15-30

100 and above

6. Which of the following brands has maximum share in the total sales?

Red tape

Woodland

Lee Cooper

ID

Reebok

Adidas

Franco Leone

Nike

7. Do customers ask For Discount during Purchases?

Yes

No

If Yes(How Much)
5-10 %

10-15 %

15-30 %

8. Which of the following qualities customer look in while buying a pair of

shoe?
Price

Design and Style

Durability

87

Comfort Brand Name

9. Does Woodland has the variety and designs According to need of the
customers?
Yes
No
10.What unique qualities do you find in the most selling footwear brand at your
showroom?

11.Why you dont sell Woodland Shoes at your Showroom?

-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------.
12.Rank Woodland shoes on the scale of 1-5 on following basis
Price of the product

Average

Good

Excellent
Comfort

Average

Good

Excellent

Value for money

Average

Good

Excellent

After Sales service

Average

Good

Excellent

88

 Distribution Network

Average

Good

Excellent
Availability of Product

Average

Good

Excellent

Innovation

Average

Good

Excellent

Thanks for Your Valuable Time & Suggestion

89

Customers Questionnaire

1. Which type of shoes do you wear?

Branded
Non-Branded
2. How many pair of shoes do you currently have?
One

Two- Three

Many

3. Which is your favorite Brand?

Red tape

Woodland

Lee Cooper

Reebok

Adidas

Franco Leone

ID
Nike

4. From where you first came to know about the brand you wear?
Newspaper

Television

Friend or Family Member

Internet
5. Are you satisfied with the shoes you wear?
Yes

No

If Yes,why __________________________________________________
6. What features do you perceive in your footwear? Rank them as per your
preference.

90

 Brand Name
Design and Style

______
______

Price
Comfort

______
______

7. How often do you buy your footwear?

Very Often

Often

Rarely

8. What do you think is the best time to purchase it?

New Arrival
During Festival Season
During Sales
As per need
9. How frequently do you visit Shopping Malls?
Every Weekend Once a Fortnight Once a Month

Occasionally

Never
10.With which Personality you associate the brand you use?
Hritik Roshan(Youthful)

Dharmendara(Strong)

Amitabh (Evergreen)

Amir Khan (Versatile)

Sachin Tendular (Master)

Vijay Mallya(Business Tycoon)

Salman Khan (Charming)

Sanjay Dutt(Strong)

91

11. According to you. Which is the best Brand of shoes Available in the Indian
Market?
_____________
Reasons

Thanks for Your Valuable Time & Suggestion

92

BIBLIOGRAPHY

93

BIBLIOGRAPHY
Reference book
Malhotra K. Naresh, Marketing Research: An Applied Orientation/Edition:
fourth/Publication/Pearson Education
Marketing Management by Philip Kotler/Edition: 12th /Publication: Pearson
Education
Retailing Management by Swapna Pradhan/Edition: 12th /Publication:CBS
publication.
Food Processing Industry Offering Scope for New Investment, (1998),Industrial
Researcher.

Government of India, (1993), Ministry of Food Processing in Industry,

Food Processing Industries in India: Investment OpportunitiesNew Delhi.

Entrepreneurs in an Imperfect Marketplace, Sage Publications, India.
Prasad, B. (1994), Competitiveness analysis of early product introduction and
technology insertion, PED-Vol. 68-1,
Musselwhilte, C. (1990), Time-based innovation: the new competitive
advantage, Training & Development Journal, January, p. 55

94

Websites
www.footwear.com
www.google.com
www.indianfootwear.com

95