“MARKET RESEARCH OF BRANDED AND NON -BRANDED PRESENTED BY BHOLENDRA VARMA FOOTWEAR” ID - 2K8PGD015 IN THE RED
CHIEF SHOES
MO.- 9716567834 9696396939 MARKET
COMPANY HISTORY q KANPUR TRADING PRIVATE LIMITED { KTPL } INTRODUCED GHARI DETERGENT & POWDER IN FMCG SECTOR. q KTPL STARTED ITS BUSINESS WITH LOW BUDGET q AFTER SOMTIME, IT’ IS CONVERTED INTO ROHIT SURFACTANTS PVT . LTD . { LEATHER & FOOTWEAR DIVISION } . q RSPL MARKETS A LEATHER FOOTWEAR BRAND IN INDIA BY THE NAME OF “ RED CHIEF ”.
COMPANY PROFILE CHAIRPERSON MD PRODUCT BRAND NAME PRODUCTION HEAD OFFICE FACTORY MAIN MARKETS
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MR. MURLIDHAR MR. MANOJ KUMAR SHOES RED DHIEF 90,000 SQ. FEET PER MONTHS PANDU NAGAR DADA NAGAR{KANPUR} U.P ,BIHAR ,PANJAB ,HARYANA ,GUJRAT ,DELHI MAHARASHTRA ,CHANDIGAD ,RAJSTHAN ,C.G.
NEED OF MARKET RESEARCH,WHY?? qTO IDENTIFY EXACT MARKET DEMAND. qTO IDENTIFY CUSTOMER CHOICES. qTO IDENTIFY COMEPETITER STRATEGY. qTO CREATE THE NEW MARKET WITH DIFFERENT STRATEGY. qTO PROVIDE BEST QUALITY AS WELL AS SATISFACTION OT THE CUSTOMER. qTO KNOW THE MARKET TREND. qTO PROMOTE THE SALES UPTO HIGH LEVEL.
OBJECTIVE OF RESEARCH qRED CHIEF WANTS TO FIND OUT THE EXACT PROBLEM OF CUSTOMER . qRED CHIEF WANTS TO PROVIDE BEST LEATHER SHOES TO ITS CUSTOMER IN COMPARISION TO ITS COMPETETIORS SUCH AS ACTION, LIBERTY, BATA ETC. q qIDENTIFY THE MARKET SHARE q qLIKENESS OR DISLIKENESS OF TEENAGERS q qBRAND NAME
RESEARCH METHDOLOGY qTARGET AUDIENCE ü STUDENT üSERVICEMAN üBUSINESSMAN üOLD AGE PERSON qSAMPLE SIZE qPREPARATION OF SURVEY qSTATISTICAL ANALYSIS ü PERCENTAGE üAVERAGE üSUM üGRAPHS & TABLES
THE RESEARCH PROCESS qPROBLEM DEFINITION q qRESEARCH OBJECTIVE q qSOURCE OF DATA
RANDOM SAMPLING qDATA COLLECTION qDATA ANALYSIS q qREPORT/ PRESENTATION
COMPARISION OF MARKET SHARE OF RED CHIEF OVER FOOTWEAR DIVISION Bata Action Redchief Lakhani Liberty Other Woodland Leecooper
8% 26% 16% 12% 7% 28% 2% 1%
BRAND STOCKED BY RETAILER MARKET SHARE OR VARIOUS BRANDS AS PER RETAILER Action Bata liberty Lakhani Others Woodland Redchief
33% 10% 2% 6% 31% 3% 15%
Formal
33 %
Casual
36 %
Ladies
6%
Sports
25 %
MARKET SHARE ON DIFFERENT TYPES OF FOOTWEAR
Without Laces
53 %
Casual
28 %
With Laces
11 %
Boot
8%
Student
30 %
Serviceman
44 %
Businessman
14 %
Others
12 %
Category of leather footwear purchaser
SEASONAL SALES OF FOOTWEAR January—March
9%
April – June
11%
July – September
8%
October – December
72%
15years – 30years 43 % 30years – 40years 52 % 40years – 50years 4 % Above 50years
1%
Category of people to wear footwear
PREFERANCE OF FOOTWEAR BY CUSTOMER Style
14%
Design Comfort
14% 36%
Price Durability Quality
2% 16% 18%
LIMITATIONS OF STUDY 1.This Report is only based on Kanpur city. 2. 3.Retailers hesitate to give the answer to some question like profit margins 4. 5.Some time respondent do not correct answer. 6. 7.Money is constraint to limit her scope of the study. 8. 9.Time was also a constrain.
FINDINGS qTHE CUSTOMER OF RED CHIEF IS VERY LESS IN COMPERISION OF OTHER BRAND SHOES. qBASICALY RED CHIEF PROVIDE BEST LEATHER BUT IT HAS NO DESIGN IN COMPERISION OF OTHER BRAND.
STYLISH
qMOST OF THE CUSTOMRS PREFER P.U. SOLE INCOMPERISION OF OTHER TYPE OF SOLE SUCH AS EVA, TPR ETC. qRED CHIEF SELL ITS PRODUCT FROM ITS DIPPO FROM WHICH IT HAS NO GUD MARKET OVER THE UP BASICALY IN KANPUR , LUCKNOW . qTHE PRICE RANGE OF MARKET SHOES ICASSO, AND LEE COOPER ETC.
BETWEEN 650 - 1200 IS MAXIMUM
FINDINGS CON’T……………. qTHE STUDENT ARE INFLUENCED WITH RANGE , DESIGN , STYLE AND COMFERTBILITY. qLOOK OF THE LEATHER SHOES.WHEREAS THE SERVICE CLASS PERSON AND BUSINESS CLASS PERSON EMPHASIZE ON MORE PRICE , QUALITY, DURABILITY , DISCOUNT{ IF ANY} AND ALL GUARANTEE PERIOD. q qNEW BRANDS ARE EMERGING IN THE MARKET OTHER THAN EXISTING ONE’S AND THE Y CAPTURING SOME BIG MARKET SHARE. THESE BRANDS INCLUDE FRANCO, LEONE, P
CONCLUSION SO FROM THE WHOLE RESEARCH I FIND THAT NO DOUBT “ RED CHIEF” HAS A GUD MARKET ALL OVER THE INDIA BUT SOME WHERE IT IS BACK OUTSIDE FROM THE MARKET . THERE IS SIMPLE REASON BEHIND ITS FAILURE IN SOME WHERE qLACK OF MORE ADVERTISEMENT . qDIFFERENCE IN PRICE BETWEEN RETAILERS AND ITSELF qDISCOUNT ALLOWED FROM ITS DIPPO IS MORE THAN RETAILERS ‘ DISCOUNT . qTHEY DON ’ T MEET THAT RETAILERS WHO SELL MORE COMPETETIOR ’ S PRODUCT .
SUGGESSION qCompany should provide equal discount retailers . q qPrint media impact for long time and gives detailed information but electronic media is best for advertisement but it impact for a short time . q qAlthough Impact is for short time . But we know repeated action leads to learning behavior . q qCompany should be dynamic in nature with the changing fashion trends in style . q qCompany should consider the emergence of new
SUGGESSION CON’T………… qDuring the survey we have analyzed that hording and banners plays a role of capture the market , so hoardings and banners should be placed at the main place , cross road and offices of city . q qCompany should have its own exclusive retail outlet in the main market . q qProper visit of company executives is necessary as the retailers are motivated by it . q qPrint media is also sued as promotional activity and it is cheaper as compared to audio / visual media . qThe company should stock enough leather shoes of size 7 and 8 during festival season
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