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Preparing a project of this nature is an arduous taskand I was fortunate enough to get support from a large
number o persons. I wish to express my deep sense ofgratitude to all those who generously helped in successful
completion of this report by sharing their invaluable time
and knowledge.
It is my proud and previledge to express my deep
regards to Respected HOD Dr.Pramesh Gautam, Head of
Department of Business Management SVNU, SAGAR for
allowing me to undertake this project.
I feel extremely exhilarated to have completed this
project under the able and inspiring guidance of Mr.
Chetanya Kaushkiya he rendered me all possible help me
guidance while reviewing the manuscript in finalising the
report.
I also extend my deep regards to my teachers , family
members , friends and all those whose encouragement has
infused courage in me to complete to work successfully.
PUSHPENDRA SEN
MBA IST SEM.
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Preparing a project of this nature is an arduous task
and I was fortunate enough to get support from a large
number o persons. I wish to express my deep sense of
gratitude to all those who generously helped in successful
completion of this report by sharing their invaluable time
and knowledge.
It is my proud and previledge to express my deep
regards to Respected , Head of Department Dr.Pramesh
Gautam, Department of Business Management , SVNU,
SAGAR for allowing me to undertake this project.
I feel extremely exhilarated to have completed this
project under the able and inspiring guidance of He
rendered me all possible help me guidance while reviewingthe manuscript in finalising the report.
I also extend my deep regards to my teachers , family
members , friends and all those whose encouragement has
infused courage in me to complete to work successfully.
PUSHPENDRA SEN
MBA IST SEM.
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Date :
I declare that the project report titled " MARKETING
STRATEGIES OF TOP FIVE BRANDS OF IRON " on Market
Segmentation is nay own work conducted under the supervision of
Mr. Chetanya Kaushkiya Department of Business
Management ,SVNU, SAGAR To the best of my knowledge the
report does not contain any work , which has been submitted for the
award of any degree , anywhere.
PUSHPENDRA SEN
MBA IST SEM.
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The project report titled titled " titled " MARKETINGSTRATEGIES OF TOP FIVE BRANDS OF IRON "" been prepared
by PUSHPENDRA SEN. MBA IST Semester , under the
guidance and supervision of MR. CHETANYA KAUSHKIYA
for the partial fulfillment of the Degree of B.B.A.
Signature of the Signature of the Signature of the
Supervisor Head of the
Department
Examiner
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CONTENTS
PREFACE ACKNOWLEDGEMENT CERTIFICATE DECLARATION
CHAPTER I INTRODUCTION
ABOUT PROJECT AN INSIGHTOF COMPANY HISTORY MISSION AND VISION STANDING POSITION OF COMPANY BRAND VALUE
CHAPTER II OBJECTIVE OF THE STUDY
CHAPTER III RESEARCH METHODOLOGYCHAPTER IV MARKET ANALYSIS
OVERVIEW BRANDS
CHAPTER V CONSUMER GROUPS
CONSUMER BEHAVIOURCHAPTER VI PRODUCT PROFILE
PLAN FOR PRODUCT MIX PRODUCT RANGE
CHAPTER VII MARKETING STRATEGY PRICING POSITION AND DISTRIBUTION PROMOTION
CHAPTER VIII ABOUT COMPETITORS
COMPETITOR FOR PRODUCT PRICE OF COMPETITOR PRODUCT
CHAPTER IX DATA ANALYSISAND INTERPRETATION
CHAPTER X LIMITATION
CHAPTER XI CONCLUSION & SUGGESTIONBIBLIOGRAPHY
QUESTIONNAIRE
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COMPANY PROFILE
We bring to you an opportunity to design and tailor your shoes to your
taste and need.
For more than thirty years action has been manufacturing top quality
footwear and its components for the domestic and exports markets.
Having pioneered the development of footwear range from casuals to
formals, from daily wear to sportswear and from elegant collection for
ladies to fun range for kids. Action now operates specialized
technology and research driven CORPORATE SALES divisions
which caters to the variant needs of institutional segments.
Corporate division of action shoes manufactures a full range of shoes
i.e. (Safety Boots) with steel toe and fibre toe-cap for industrial
workers, comfort, sturdy and Heat/Cold resistance shoes for military,
Navy and Police, oil resistance and anti skid shoes for working in
professional Kitchens and water resistant and anti fungal shoes for
Miners.
It is the policy of our corporate division to listen to your needs and
specifications assess the communication point at both the ends, develop
and deliver high quality products and services meeting the customer
requirement form time to time.
We have our R&D department with well qualified professional in
diverse streams who constantly research and development new
products. Our long experience, services and quality are evident in
every product we create to perfection.
We are able to manufacture products per clients specifications with the
shortest Lead Time and the Highest Quality.
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Our clients includes: Asian paints, Asahi Indian Glass, Jet airways,
Hindalco Industries, Maruti Udyog ltd, Indian Army , Indian Air force,
Delhi University, Park Royal, Parle Biscuits, Le Meridian, Hyatt
Regency and many more.
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INTRODUCTION
About the company
The Action group is one of the India's leading business conglomerates.
The group commenced itsoperations as a source of footwear and its
components in domestic and export markets, graduallymoving its core
competence into other diversified fields such as: (API) Chemicals and
Plasticizers,(MICROTEK) Computer Monitors and Peripherals, Power
Back Up/Inverters, (OKAYA) Batteries,(SUN CITY) Housing Projects
and (SRI BALAJI ACTION MEDICAL INSTITUTE) Health Care.
There are different individual companies under a common umbrella,
each dedicated to a specific line of product manufacturing, procuring or
other particular business activities. Today the group strategy is to be
competitive and to be a leader in the quality of goods and services
provided.
About companys workings
With over three decades of experience in footwear industry, Action is
synonymous with quality shoes for the whole family-ranging from
casuals to formals; from daily wear to sportswear and from an
elegant collection for ladies to a fun range for kids.
True to its name Action is always on the move to scale newer heights in
footwear designing and manufacturing. Intensive R& D efforts and the latest
technology go into the making of Action footwear. We have in house
manufacturing facilities, including modern equipments and machineries
specially procured from different countries to manufacturefootwear at
parwith international class and quality.
Each Action shoe is the product of a relentless quest for quality, high
level of workmanship and a true commitment to customer satisfaction.
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At Action we strive to listen to the customers in their local markets and
identify their footwear needs and then provide products that exceed the
customer's expectations in terms of quality, style and value.
Hardly surprising, Action has carved a special niche in the Indian
footwear market and in the hearts of millions of its consumers
throughout the country.
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OBJECTIVE OF THE COMPANY
VISION
To nurture a financially strong, growth oriented group through leadership and innovation
and to widen future options by entering newly emerging industries where the potential
seems enormous.
We as a group shall continue to seek opportunities where we can leverage our resources
and skills.
MISSION
At Action group our mission is to work together, respecting each other, our skills and
knowledge to:-
o Build higher quality of products and services.o Continually strive to enhance customer satisfaction.o Improve customer retention and loyalty.o Gain a competitive advantage and larger market shareo Elimination of scrap, waste, defects and errors.o To create a great place to work.o Be welcomed in the communities in which we operate.
VALUES
How we accomplish our mission is as important as the mission itself. Fundamental to the
success for the company are these basic values.
o Teamworko Learning and Innovationo Energy and Passiono Employee involvement in process improvement.
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o Integrity and accountability.SCOPE OF MAKING THIS PROJECT
1. To determine brand preference of Action shoes over other Brands.
2. Reasons behind brand preference.
3. Brand satisfaction.
4. To find the factor affecting brand preference.
5. To determine the changes consumer seeking forward from Action
shoes.
6. Decisions made regarding purchase of action shoes. .
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RESEARCH METHODOLOGY
.SAMPLE SIZE - Interview 100 persons and collected data throughquestionnaire.
SAMPLE LOCATIONDelhi and NCR. RESEARCH TYPE: EXPLORATIVE AND DESCRIPTIVE DATA COLLECTION
Data sources: There are two types of data. They are:
Primary Data: Those which are collected by the interface with thepeople and thus happen to be the original in character. These are through
interviews and questionnaires filled by them.
Secondary Data: Those which have been collected by someone else andwhich have been already been passed through the statistical process and
thus are available on internet sites any other media for that matter.
Both kinds of data are used in making this project a success.
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LIMITATIONS OF THE STUDY
Compare the Market potential of New Delhi: the sample size of 100
target audience is relatively small. This doesnt represent the true
universe.
A population census couldnt be done which perhaps gives approx.
Zero deviations errors from the actual.
Most of the targeted audience was not aware about various brand
names.
Some targeted audience was not friendly and some didnt have
adequate knowledge about the products so offered.
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HISTORY
Action group endorses the principles of social responsibility and
recognizes our responsibility to
the environment and the community in which we operate.
These principles are central to the values of Action group and guide our
business activities. AtAction group we constantly strive to be the best
and responsible corporate citizen and extendsupport to various social
organizations.
We are able to reach out to a diverse range of families and
communities, and we do it in many different ways.
The Action group runs"Lala Muni Lal Mange Charitable Trust"
since 1977. Today it is engaged in various kinds of charitable activities.
It is running an 80 - bedded hospital at Hissar (Haryana). This hospital
has been working since 1979. It also started a day care OPD in 1984 at
Daya Basti, Delhi.
To cater to the needs of pilgrims at Vrindavan, the trust built an
Ashram in 1994. This Ashram has large accommodation and a beautiful
temple. This Ashram is a boon for the widows living in different parts
of Vrindavan. Over 700 widows gather in this Ashram daily. They
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participate in the Bhajan organized by the Ashram daily and get the
ration and other required goods of their daily use. Many a times Lala
Mange Ram, who is the chairperson of this trust himself joins this
Bhajan Samaroh and gives them moral support.
Now Lala Mange Ram has openedSri Balaji Action Medical Institute
in Delhi. Spread over 6 acres of land and 400 bedded hospital (out of
which 100 beds are ICU beds), mission of this trust is to set up an
institute for providing world-class integrated healthcare facilities to all
sections of the society with a humanitarian touch.
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MARKETING PHILOSOPHY
The Action marketing philosophy emphasizes catering to the masses, consistently
meeting the need and aspirations of every evolving generation. Action is committed to
producing the high quality shoes to suit every walk of life.
Based on our cultivated understanding of the Indian consumer psyche, most Action
offerings are in the mid - range price segments.
However, Action also manufactures variety of premium products for those who refuse tocompromise, who seek and strive beyond ordinary.
MARKET POSITIONING
Action has consistently used "COMPLETE FAMILY FOOTWEAR" positioning and
continues to use it.
The company virtually makes shoes for the entire family- more precisely-for everyone-
for all occasions.
DISTRIBUTION NETWORK
To complement our philosophy of catering to every walk of life, our powerful
distribution network is mushroomed far and wide.
Action has established a wide marketing network for distributing its products in India.
The extensive distribution network, built over the years, is a major strength for Action
products. Action products are available to consumers, even in the most remote places
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and in the smallest of villages with a very meagre population.
The distribution network comprising of DISTRIBUTORS, WHOLESALERS,
RETAILERS AND EBO's throughout the country, ensures that the customer wherever
located is served efficiently.
We have a network of more than 50,000 retail outlets all over India to sell our footwear,
which is being sold through more than 500 distributors appointed by the company.
At Action group we constantly strive to create, maintain, protect and enhance the brands.
Our challenge is to develop a deep set of positive associations for the brand. Our
objective is not only to have a fairly high degree of.........
BRAND AWARENESS, but to move to
ACCEPTABILITY PREFERENCE Finally, BRAND LOYALTY
In order to achieve all these stages and to achieve higher attention & recall, Action
group often uses celebrities as spokespeople or endorsers.
Our brand have been associated with the world known celebrities like KAPIL DEV,
SACHIN TENDULKAR and so on is the list of different celebrities of different fields
including Indian Cinema like AJAY JADEJA, AMRISH PURI, APOORVA
AGNIHOTRI, AMAN TALWAR, RENUKA, PALLAVI JOSHI etc.
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uilding blocks of the corporate resource allocation strategies:
n group is committed to growth. To ensure that the growth is maintained along with a com
Action group has moved vertically as
n group implemented a backward integration strategy by entering into chemicals and pla
ss.
MICAL AND PLASTISIZERS:
ave our plant located at Daman for the manufacturing of PVC compound, DOP, DBP, D
etc. under the brand name API providing employment opportunities in backward areas
nsures the availability and quality of supplies and helps to control the cost and improve
as
oup has also implemented forward integration strategy by opening ACTION EXCLUSIVE S
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over India with the ultimate objective to realize additional
ial.
omerate Divers
n is not only a leading brand in footwear, but also group has made investments in various
ated to the existing line of b
ROTEK (COMPUTER PERIPHERALS & POWER BACK UP)
986, Action in a joint venture entered into an altogether different industry. Brand MICROT
ed in the Indian
uter monitors (colored/mono), speakers, keyboards, mouse, motherboard, UPS, cases,
essor etc. are manufactured under this brand
on the company extends its product line and goes into the making of INVERTERS and
ce in the power back up segment
manufacturing plants, more than 20 branch offices, 250 distributors and over 2500 strong
s its own showrooms, MICROTEK is the countrys largest computer peripheral and
acturer.
tek manufacturing facilities have been awarded ISO 9002 certification. The entire customer
y is also ISO 9002
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YA(AUTOMOTIVE AND INDUSTRIAL BATTERIES)
International has been promoted by multi crore Microtek to give to the Indian co
YA world class Japanese Technology b
ies for all kind of cars, automobiles, heavy-duty trucks, motorcycles, telecommunication
c utilities etc are produced under the Brand name O
o. enjoys UL CERTIFICATION, the ISO 9001:2000 by UNDERWRITERS LABORATORI
company caters to both replacement market and original equipment cus
CITY (HOUSING AND COMMERCIAL PROJECTS)
er joint venture is in the REAL ESTATES under the name SUN CITY PROJECTS which
ted by three distinguished groups ACTION, ESSEL (Zee Networks) and ODEON
City Projects emerged with a mission to provide International Quality Housing, Leis
ainment at affordable prices. Outcome was an integrated township spread over 1 50 acres
ity is also coming up with North Square Mall (North Delhi) and Cross River Mall (The b
Delhi) with a new vision but the same
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rdable International Standard Retail S
ALAJI ACTION MEDICAL INSTITUTE (HEALTH CARE)
n group has also stepped into the HEALTH CARE sector and has recently opened Action
te in
d over 6 acres of landscaped sprawling grounds with 3 lacks square feet of centrally air - conp area, mission of the group is to set up an institute for providing - world class integrated he
ies to all sections of the society with a humanitarian touch, whilst maintaining high sta
l practice and professional competency with emphasis on training and education leading to
a centre of excellence in Cardiology, Paediatric, Gynaecology, Nephrology, Gastroenterol
paedics, the Institute with over 25 medical specialties and 400 beds will serve as a referral
Delhi and adjoining
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The brand ' ACTION ' has been able to maintain its aura of exclusivity and distinction
since its first pair of non-formal sporty shoes hit the stores. It continues to be the most
preferred brand in India.
With the growing popularity, proliferation comes along. The company has elaborated thebrand concept by launching a variety of sub-brands and shoes to suit different occasions.
The new products were coined with attractive catchword, thus helping the customers
finding the right shoes.
Our range of brands cater to every need in shoe world
http://www.actionshoes.com/schooltime.htmlhttp://www.actionshoes.com/evaflotter.htmlhttp://www.actionshoes.com/mainmilano.htmlhttp://www.actionshoes.com/dotcom.htmlhttp://www.actionshoes.com/campus.htmlhttp://www.actionshoes.com/healthplus.html7/29/2019 Marketing Strategy of Action Shoes
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Campus symbolises the carefree attitude of youth. with
campus lightweight casual shoes and sandals for young
people and kid's freedom is in the air.
A combination of soft synthetic leather/Nubuck and
breathable mesh with padded tongue and soft plus
collar lining shoes are manufactured through the latest
world class stuck-on process using EVA and Phylon
soles which provides cushion and shock absorption.
The perfect combination of style and comfort gives you
a retro feel.
The shoes comes in the size and prize range of 8-13
(Rs. 399-499), 3-5 (Rs. 599), 6-10 (from Rs. 599-
1399).
The sandals comes in the size and prize range of 3-5
http://www.actionshoes.com/mausam.htmlhttp://www.actionshoes.com/flotter.htmlhttp://www.actionshoes.com/chanchal.htmlhttp://www.actionshoes.com/flyfloat.htmlhttp://www.actionshoes.com/roaming.htmlhttp://www.actionshoes.com/funtime.htmlhttp://www.actionshoes.com/hooha.htmlhttp://www.actionshoes.com/micro.htmlhttp://www.actionshoes.com/florina.htmlhttp://www.actionshoes.com/mausam.html7/29/2019 Marketing Strategy of Action Shoes
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(Rs. 399-429), 6-10 (Rs. 468-499).
Action's Chanchal brand epitomizes simplicity, a
range of winter foot wear for ladies. Ideal for
daily wear, Chanchal is comfortable and durable.
Soft textile fabric upper and soft lining hugs your
feet, giving the warmth and cosy feel.
The soft PVC sole give extra protection to yourheels and are long-lasting, making it ideal daily
footwear.
It comes in a variety of designs and floral colours
that adds to a woman's femininity.
It comes in the size and prize range of 11-2, 3-8
(Rs. 137-173)
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Introducing the EVA FLOTTER range of footwear
for the quality conscious Indian. The EVA
slippers are made of Ethyl Vinyl Acetate whose
property enable us to give much lighter products.
The EVA products are much comfortable than the
other similar products because of its fine and
uniform cell structure which gives excellent
flexibility and comfort ability.
The EVA products are wash friendly and heat
resistant, so they are more suitable for summers.
The EVA products are available in different
colors, which give good aesthetic appeal.
The product is priced between Rs. 99 to Rs.125
and serves the day-to-day purpose of both men
and woman.
Presenting the Florina range of sandals and sleepers
for the lady of substance in a divine combination of
design, quality and comfort.
The Florina range comes in aesthetically
exhilarating designs that glorify the style that marks
the woman of today.
Florina comes in classic styles with a complete
range of casuals, stylish and party wear.
Florina range of footwear comes lined with soft
Lycra material for extra comfort and soft P.U latex
cushioned sole for extra cushioning.
Walk on in the Florina range of featherweight
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footwear for an experience as comforting and
delightful as walking on a bed of roses.
It comes in the size group of 36-41 and has been
priced in the range of Rs.250 to Rs.450.
Fly float is a range of trendy and economical
sandals and slippers for leisure use for both men
and women.
Home, picnic or shopping, Fly float light weight,
is ideal for all kinds of leisurely occasions.
The imported synthetic leather upper gives it a
classy look and the inside of the upper sole is
made up of suede, funky mesh and P.U. latex,giving it extra comfort. This high quality range
comes in Velcro fitting to suit every foot. The
sole with micro expanded granules with air
technology, gives maximum comfort to your feet
and more mileage.
It comes in size and prize range of 2-5, 6-11
(Rs. 299-383)
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School time has a complete range of school
uniform shoes in black, brown as well as white
colors.
It is available in various ranges with Velcro
closure, laces and removable straps for both boys
and girls.
Soft full grain leather looks synthetic upper and
soft lining enhanced comfort feature for growing
feet. the PVC sole gives extra gripping and
durability.
With an affordable prize ranging from Rs 140 to
Rs. 248, it is no doubt the most loved choice of
students as well as parents.
It comes in the size and prize range of 7-10 (Rs.
149), 11-1(Rs. 182), 2-4 (Rs 206), 5-6 (Rs. 231),
6-11 big (Rs. 248).
a is a collection of trendy shoes and sandals for children, who want
dare the world.
innovative ranges of Hooha uses a lot of colours and cartoons,lements to a child's growing.
synthetic upper gives it a sporty look and the inner soft lining
s it ideal for a growing delicate feet. The use of micro-expanded
les absorbs shock and are anti-skid.
http://www.actionshoe
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ctive lights attached at the soles, make your child jump out of the
h of little trouble makers.
a shoes and sandals comes in the size and prize range of 7-10,
(Rs. 199-224)
n's Eazy line is a range
mfortable routine and
hold footwear for both
and gents.
style home with
n's Eazy line ranges.
synthetic fabric upper
it in vogue, trendy and
ortable. PVC materials
n the shoes makes it
y durable and washant.
Eva guard sole makes it
esistant making it the
sought after home
ear.
mes in the size range
-1, 2-5 for kids, 4-8
dies, 6-11 for gents.
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Health plus is our top of the line product manufactured with a careful quality
concept, taking into consideration the Anatomic Structure of the
feet.
Our feet are the main center of our nervous and circulation system, which
summarize the whole body organs in itself. The whole day work cause strain
on ridge/ankles and pain in our feet. Health plus brings relief to all these
problems due to special levels/stages provided by Anatomic sole support.
Anatomic base with technically designed 5 pressure points help your feet for
natural movement and walk with full joy and confidence. Health plus is
excellent to use at all occasions and places like home/picnic/shopping etc.
It comes in the size group of 36-41 for ladies and 6-11 for gents and has
been priced in the range of Rs.700- Rs.1700.
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"Digital approach to your life" Dot Com is our top of the line product,
tailored to represent your image of
maturity and brilliance before the society.
An ultimate achievement by the house of
Action in comfort, style and quality in
footwear technology Dot Com formal and
semi - formal shoes, sandals & sleepers
have become a precious element, without
which final grooming of a complete gentle
man is next to impossible.It comes in the size group of 6-10 and
has been priced in the range of Rs.700 toRs.1300.
With Action's Roaming youth wear range,
become a trend-setter and
w.actionshoes.com/roamingarticles1.html
make waves. Have your pick today from its
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complete range of fashionable quality slippers,
sandals and sports shoes, in the most economical
price.
The light upper is made of PU, tetron andbreathable mesh for extra comfort.
The PVC sole gives extra grip adding mileage to
your dynamic life.
Mileage, trendy, comfortable as well as its
breath taking economical price, makes Roaming
the most sought after brand by young people.
Its comes in size and prize range of 6-10, 11-1,
2-5 (Rs. 199-399) for kids, 11-13, 1-5 (Rs. 347-
462) for children and 6-10 (Rs. 487-699) forgents.
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Mausam is the brand for men's footwear of allages, ranging from trendy sandals, slippers and
moccasins to sports shoes.
From colorful activity filled shoes for kids to
jazzy and fashionable shoes for young and vibrant
people to stylish and comfortable wear for the
aged, Mausam has it all.
The synthetic and textile fabric upper gives a slick
finish as well as freedom to your feet. the flexiblePU soles and padded ankles provide that extra bit
of cushioning and bounce to the walk. The PVC
soles adds to its live.
It comes in the size and prize range of 5-10, 11-
1 (Rs. 149-198) for kids, 6-10 (Rs. 748-850)
sports, 3-5, 6-10 (Rs. 248-475) sleepers and
sandals, 6-10 (Rs. 388-513) moccasins and laces.
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Action's Micro is a range of sleepers, sandals,
shoes and moccasins made for all seasons. this
highly economical footwear for both men and
women is the most used range among all strata of
society.
With ultra-flexible PVC upper and sole this range
promises comfort and durability of the highest
order and it's perfect for use in high density
rainfall areas, making it highly durable.
Its USP is that it is light weight and yet tough
enough for rough treatment.
It comes in the size and prize range of 1-2, 3-4,
5-6, 7-9, 10-11 (Rs. 78-139) for gents and 3-4, 4-
8, 5-7 (Rs. 68-94) for ladies.
FINDING AND CONCLUSIONS
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BRAND POSITIONING OF CAMPUS SHOES IN DELHI
MARKET
As per survey conducted on brand positioning of Campus shoes in
Delhi market reveals the followingFacts provided by 100 people
1. The most preferred brand in Delhi market is Woodland (28%)
followed by Campus (18%),
Adidas (18%), and Nike (16%) and others (20%) {Bata, Reebok,
Liberty etc.}.
2. Among varied reasons people go for the brand which provide
maximum satisfaction (36%), recognition (30%), and value for money
(24%) and praise form friends (10%).
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3.YES, maximum numbers of peoples are satisfied with the brand they
are using.
4 .While purchasing a particular brand people are influenced by self-
experience (42%) , friends
(32%), occupation (12%), occasions (10%) and neighbors (4%).
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5. The survey shows that people come to know of latest trends through
Television (38%), Window Shopping (30%), followed by
Advertisements (18%), Films (8%) and Friends (6%).
6. The Film stars (34%) sets the trend in shoes today, accompanied bySports star (28%), Fashion
models (20%), Business celebrities (8%) and others (10%).
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7. When enquired, 58% of customers interviewed, disagreed to have
worn the shoes, while 42%
agreed to the same.
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8. Among the reasons for the low popularization of the product the
following are accountable- Lack
Of Advertisement, not stylish and Low product range.
9. As far as the factor of price is concerned it does not casts any effect,
since the customers are
Ignorant to the price level.
10. Most customers have viewed the advertisement but very few among
them have responded.
11. The suggestions given indicate that design and commercial
activities proved to be a major hindrance in the popularity of the
product.
12. Woodland tops the chart with a total percentage of 32%, followed
by Adidas with 30% and Nike
(16%), Reebok (10%), campus (8%) and others (4%).
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QUESTIONNAIRE
1. What kind of shoes you are using presently?
Campus
Nike
Woodland
Adidas
Others (please specify) ___________
2. What does your brand give you?
Recognition
Satisfaction
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Value for money
Praise from Friends
3.Are you satisfy with the brand you are using presently?
Yes
No
If not then you go for
First choice________
Second choice________
Third choice__________
4.What influences you to buy your preferred brand?
Friends
Neighbors
Self Experience
Occasions
Occupation
Others (please specify) ___________
5. Where do you come to know of latest trends?
Television
Films
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Friends
Advertisements
By shopping/Window shopping
6. Who do you think sets trend in shoes today?
Film stars
Fashion Models
Sports star
Business celebrities
Any other
7. Have you ever buy Campus shoes?
(If your answer is no, tick Question 9 otherwise 10)
Yes
No
8. Why not Campus shoes?
Lack of advertisement
High price range
Low product range
Not stylish
Weight and color
Any other reason... (Please specify)_________
9. What price range do you go usually?
Less than 1000
1000-1500
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1500-2000
Range doesnt matter
10. Have you ever seen any kind of advertisement of Campus shoes?
Yes
No
If yes is it has any impact on you?
Yes
No
11. What kind of changes you would like to suggest for campus
shoes?
More product range
Low price range
Design/Style
Change in Promotional activities
Must be more comfortable
Any other (please specify)_________
12. Most preferred brand among people you know?
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Campus
Nike
Woodland
Adidas
Reebok
Others (please specify) ___________
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ON-LINE WEBSITE:
WWW.GOOGLE.CO.IN
WWW.ACTIONSHOES.COM
WWW.WIKIPEDIA.COM
NEWSPAPERS:
Times of India (29 Oct 2007 - 15 Nov 2007)
BOOKS:
MARKETING MANAGEMENTBy Dr. R.L. Varshney and Dr. S.L. Gupta
Third Revised Edition
Sultan Chand & Sons.
MARKETING MANAGEMENT
By Philip Kotlar
2002 Edition
Pearsons India
http://www.google.co.in/http://www.actionshoes.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.actionshoes.com/http://www.google.co.in/7/29/2019 Marketing Strategy of Action Shoes
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QUESTIONNAIRE
BRAND ARCHITECTURE
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MARKETING STRENGTH
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BRAND ENDOSERS
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With our Fun time range for children, it is time for
making merry. Fun times trendy and animated
collection is for your fun-loving kids between age
ranges 4 to 9.
The electrifying coloured shoes have designs in
lace-up and Velcro adjustable straps with
embroidered detailing for a perfect fitting.
Padded tongue and collar, fully lined in soft
synthetic fabric, cushioned comfortable insole,
with durable PVC sole keep your children going
all day long.
The soft inner lining makes growing delicate feet
breath.
It comes in the size and prize range of 5-10 (RS.
149-162).
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Flotter is a new class of super comfort, stylish,
lightweight and cushioned sandals and slippers
manufactured by Action. These are made from
Synthetic uppers and PVC sole for giving you an
unforgettable comfort and durability.
A special air cushion has been provided in the
insole so that you can walk more.
Available in both ladies and gents, Flotter hydro
walk is available in different colors and styles.
It comes in the size group of 6-11 and has been
priced in the range of Rs.125 to Rs.450.
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Action group endorses the principles of social responsibility and
recognizes our responsibility to the environment and the community in
which we operate.
These principles are central to the values of Action group and guide our
business activities. At Action group we constantly strive to be the best
and responsible corporate citizen and extends support to various social
organizations.
We are able to reach out to a diverse range of families and
communities, and we do it in many different ways.
To cater to the needs of pilgrims at Vrindavan, the trust built an
Ashram in 1994. This Ashram has large accommodation and a beautiful
temple. This Ashram is a boon for the widows living in different parts
of Vrindavan. Over 700 widows gather in this Ashram daily. They
participate in the Bhajan organized by the Ashram daily and get the
ration and other required goods of their daily use. Many a times Lala
Mange Ram, who is the chairperson of this
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