SHOES

Wherever you go I will be there

SUBMITTED BY NEETHU.R.NAIR-37

ACKNOWLEDEMENT
I EXPRESS MY SINCERE THANKS TO PROF.SABLE FOR GIVING ME THE OPPORTUNITY TO WORK ON THIS PROJECT. I HAD A GREAT TIME WORKING ON THIS PROJECT.THIS PROJECT HAS GIVEN ME KNOWLEDGE ABOUT VARIOUS MARKETING ASPECTS WHICH SURELY HELP ME IN THE FUTURE. WITH THE HELP OF THIS PROJECT I CAME TO KNOW THAT IT IS VERY IMPORTANT THAT THE PRODUCT SHOULD SATISFY THE NEED OF THE CUSTOMER AND WHATEVER OUR PRODUCT PROMISES IT SHOULD FULFILL THAT PROMISES AND MAKE THE CUSTOMER DELIGHT.

SUMMARY
It is impossible to estimate at exactly what phase in development on earth that man first thought of protecting his feet from the natural hazards of weather/climate and the rough ground that they walked on. Shoes are very interesting to analyze because they have a long history. It is obvious that shoes were made for the shielding of feet but aside from their actual purpose, shoes can help to tell the story of the person who wore them. Shoes can help tell the economic and social status, values, and styles of the owner. By looking at a pair of shoes one can see that they reflect the personality of the wearer. The shape in which the shoe is in can help tell how the wearer stands and walks (it gives us a strong indication of personality) (Colin Dowell). Shoes also show character by showing how the individual reacts to fashion. The first shoe manufactured in the United States was the handiwork of one Thomas Beard, a Mayflower pilgrim, who nailed together the first pair of American shoes in 1628. At that time, the colonists also learned how to make animal-hide moccasins from the Indians, and the moccasins became so popular in the mother country that the colonies began exporting moccasins to England as early as 1650. America's first factory for mechanized shoe production was established in Lynn, Massachusetts in 1760.

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CONTENTS

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INTRODUCTION ALL ABOUT VICTORY COMPARISON WITH COMPETITORS STP MARKETING MIX PRODUCT LIFE CYCLE PRELUANCH AND LAUNCH DAY PACKAGING

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INTRODUCTION
VICTORYSHOES WHEREVER YOU GO I WILL BE THERE
NIPPON Company Limited is an Indian based company, which was started in the year 1990. In The initial stage, company only introduced male and female shoes. Later on, with the passage of time, it diversified its business and started various collections of shoes. The first time our company introduced new trend of shoes, it proved to be a very great success. . We are launching a new product ie VICTORY SHOES. Our mantra is INNOVATION AND CUSTOMER SATISFACTION LEAD TO SUCCESS. We are also trying to target health as it is always said that health is wealth so in our not suffer from blood pressure problems. For school boys/ shoe pads there will have acupressure points and magnetic points so that customer will girls we will provide points for height growth, we also notice that some people suffer from over foot sweating these pads will try to stop the sweating from the leg because of which the shoe will become more comfortable for the user for day long. A product is not only a product it is a bundle of qualities and services, our shoes will be environmental friendly as we will use those materials which will bio degrade self.

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ALL ABOUT VICTORY

Sole
The bottom of a shoe is named the sole.

Insole
The insole is the interior bottom of a shoe, which sits directly beneath the foot. Many shoes have removable and replaceable insoles, and extra insoles are often added for comfort or health reasons (to control the shape, moisture, or smell of the shoe).

Outsole
The outsole is the layer in direct contact with the ground. The material of the outsole depends on the function, dressiness, and quality of the shoe, but is generally very durable material, since it experiences the most stress. Dress shoes have leather outsoles; casual or work-oriented shoes have outsoles made of natural rubber or a synthetic imitation. The outsole may comprise a single piece, or may comprise separate pieces of different materials. Often the heel of the sole is rubber for durability and traction, while the front is leather for style. Specialized shoes will often have modifications on this design: athletic cleats have spikes embedded in the outsole to grip the ground; many kinds of dancing shoes have much softer or harder soles. These soles can be as hard as concrete, and very sturdy.

Heel
The bottom rear part of a shoe is the heel. These come in a variety of sizes and are usually made to support the large stresses applied to the heel of the foot. They are often made of the same material as the sole of the shoe.This part can be high to make the person look taller, or flat.

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VICTORY COLLECTIONS

LADIES SHOES

GENTS SHOES

KIDS SHOES

COMPARISON WITH COMPETITORS

BATA

High quality, comfortable and stylish shoes. Available in Europe and leading stores of asia & the middle east. Range for men, women and kids. Using modern technology. Diversity with ranges in running, training, court, basketball, football and Outdoor.

LIBERTY Their main foray is in mens shoes and childrens school shoe. The company has created a range of 10 brands to exclusively cater to specific target groups. 3 exclusive men brands, 2 exclusive women brands, 1 exclusive brand for children, 3 unisex brands of which 2 are sports shoes brands and one is a safety shoe brand for industrial workers. The company has also expanded their product range to cater to the entire family (men, women and kids). Company is known for its quality and soothe.

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REEBOK Reebok is known as one of the leading innovators of athletic shoe. Known for its design and superior technology. Popular for aerobic, fitness and tennis styles. Mostly preffered styles are reebok Classics and the cutting edge style of Rbk.

NIKE
Nike produces a wide range of sports equipment. Started with Track running shoes and basketball shoes. Also available in Wide range of sports shoes including track & field, football, baseball, tennis, soccer, lacrosse, cricket, and golf. Nike is positioned as a premium-brand, selling well-designed and expensive products. Available in wide range for men, women and children.

VICTORY

Light weight Range for whole family i.e for men, women and kids. Most important available in low price. Will be known for its good quality long lasting service and comfort. Various collections available for men, women and kids.
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STP
1) Segmentation of victory:
Victory is a product based segment. It targets the men, women as well as kids of customer, irrespective of the gender i.e. their target age group. This product is basically for all class people i.e. upper, middle and lower middle class people. 2) Targeting: Victory focuses on selective specialization i.e. products for all types of markets as the company is a manufacturer of various products.

3) Positioning: Victory shoes has decided to position shoes as

Jo dikhta hai wo bikhta hai

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MARKETING MIX PRODUCT

Acupressure in built in the pad Magnetic pads- to control the blood pressure Different color schemes & designs Range for male, female, children (above 15 years) Light weight

PRICE
Our pricing polices will be based on value based pricing and competitive based pricing,We wont be using price skimming technique as it is only for the technical products.Since our quality of product is good and we have number of different features provided there in the price ranges from 450-1000 Victory men shoes-650-1000 Victory ladies shoes-500-850 Victory kids shoes-400-900

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PLACE
WHERE WE ARE LOCATED Headquaters in delhi supportedby multiple manufacturing and development units in states like Rajisthan. Uttar Pradesh Daman etc No. of executives are customer geographies with the purpose of creating and nurturing channel partners as well as customer relationship. MARKET COVERAGE Targeting 70%of total customers Mainly outlets in urban and sub urban areas LOCATIONS ( for distribution)- trying to cover major urban and sub urban areas of:Delhi,U.P,Maharastra,Bihar,West Bengal,Andhra Pradesh,Tamilnadu,

Madhya Pradesh, Rajasthan, Karnataka,Gujarat,Orrisa,Kerala,Punjab, Haryana, Chhattisgarh, Uttaranchal and many more.

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PROMOTION
Promotion is one of the important aspect in marketing mix.Without proper promotion of our product the customer will not not be aware of the product.
SOURCES OF ADVERTISING

Whatever is the reason for the liking, if the audience likes the source, it certainly is a plus point in the successful delivery of the message, and Advertising can be done through various sources: MEDIA

Media, as the very meaning implies, consists of channels for carrying the intended advertising message to a selected audience. It is essential to understand the distinction between two commonly used terms Media and the Media Vehicle. ADVERTISING Posters and Hoardings

 Visual media Printed ( Newspapers, magazines ) Radios(All FM radio channels.) PUBLIC RELATIONS follow CRM ( customer relation management ) techniques corporate social responsibility.
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PRODUCT LIFE CYCLE

Prelaunch: In this stage the company do not earn any revenue in fact heavy expenditure is done on advertisement, setting up of factory and investment in shares.

Introduction: In this stage the product is introduced in the market.

Growth: In this stage the company grows with full speed, sales and revenue increases. The unit produced gets sold quickly .the company earns maximum profit in this stage. In this stage there is less competition.

Maturity: In this stage the sales of the company is constant due to large number of competitors enter in the market. Innovations & creations take place in this stage to increase the sales of the company.

 Decline: In this stage the sales of the company decline due to bad positioning or due to increase in competitors in the market

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PRE LAUNCH AND LAUNCH DAY

We will show half addvertisment 2 months before through different mediums of promotion.In order to create curiosity in buyers. On big retails outlets Big bazaar, Fashion station, Spencers, etc. We will put sample shoes for sale so that feedback can be taken properly of the buyers and subsequent changes can be bring about it.2 days before launching we will start showing advertisement all around the country for

our pdt. in starting 2 months our maximum investment on video, audio and print adds. There will be an advertisement on every channel at all possible time because JO DIKHTA HAI WHO BIKTA HAI. We will take into consideration radios also. We will be doing public gatherings sponcering shows and events. Our adds will be very simple over showing standard life with showing all qualities. To sell a product it is necessary to create a big brand image. Secondly our competitors are multinationals with lots of money, brand image and quality so it is necessary to hit the market on right time and right place.On the day of launch we will hire trucks and busses and show stage shows in mall roads where there is a big public gathering. For shows we will target in big cities so that our target customers that are middle upper middle and high class persons.Adverstisments will be showing everything and targeting on quality of product and our aims. Will try to show that shoes are not just normal shoe it is SHOES MADE WITH LOTS OF RESEARCH for every individual customers.

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PACKAGING
Black box in the shape of shoe made up of hard board Logo is printed on the top leaf of the box with red color Using paper and jute bags for final distribution No usage of poly bags either inside for packing and for disposing off to the customers

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PRINT ADS

FOR YOU
THE GURANTEE OF YOUR PURCHASE
If you return the pair of shoes in good condition within 15 receipt we will change the shoe with another pair days with

THE QUALITY
All our products are produced in our own factories under the personnel to ensure good quality standards. control of

THE PERSONALISED SERVICE

Our professional sales staff is at your service to help you. Please do not hesitate to ask for any assistance you may need.

THE DISPLAY OF PRODUCTS

Each design has clear indication about the price and the size to help you save time and your selection.

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