RESEARCH REPORT

ON

"COMPARATIVE MARKET STUDY OF RED

CHIEF VS OTHER BRANDED & NON-
BRANDED FOOTWEAR IN LUCKNOW
LOCAL MARKET"

Submitted in partial fulfillment for the award of degree of

MASTER OF BUSINESS ADMINISTRATION
(Marketing)

Under the guidance of

Mr. NISHANT BHOLA
(Asst. Professor)

Submitted By:
SOORAJ CHAURASIYA
MBA (4th Sem.)
Roll No: 172110052

Dr. Shakuntala Misra National Rehabilitation

University, Lucknow
2017-2019
 DECLARATION
This is to declare that I SOORAJ CHAURASIYA student of MBA, have

personally worked on the project "COMPARATIVE MARKET STUDY OF

RED CHIEF VS OTHER BRANDED & NON-BRANDED FOOTWEAR

IN LUCKNOW LOCAL MARKET" The data mentioned in this report were

obtained during genuine work done and collected by me. The data obtained

from other sources have been duly acknowledged. The result embodied in this

project has not been submitted to any other University or Institute for the award

of any degree.

Date: `

Place: Lucknow

2
 ACKNOWLEDGEMENT

Any fruitful work is incomplete without a word of thanks to those involved

directly or indirectly in its completion. With my sincere gratitude I would like to
thanks everyone who has supported me in my project.

I would like to thanks my college guide for their support and encouragement
during this research report. The opportunity provided by his was an immense
learning experience.
The help received from something without which the project would not have
been complete. Their insight as well as guidance helped me to understand the
essentials of the Project. I would like to thank them for their support.
I would also like to place on record my sense of gratitude to my parents and
friends for their support and encouragement, which has always guided me my
entire endeavourer.

SOORAJ CHAURASIYA
MBA (4th Sem.)
Roll No: 172110052

3
 CONTENTS

S.No. CONTENT PAGE No.

1. Indian Footwear Industry

A) An Overview

B) Indian Footwear Industry: Analysis

2. Company Profile

3. Research Methodology

• Objective of Study

• Research Design

4. Data Interpretation & Analysis

5. Observation / Findings

6. Analysis

7. Suggestions

8. Conclusion

9. Merits of Study

10. Limitation of the Study

11. Annexure

4
 INTRODUCTION ABOUT THE PROJECT
The main objective of any company is profit making through selling product is of

utmost important for an organization and in today’s scenario it is very difficult to sell the

product without getting aware of the customer choice and preference.

Hence it is the responsibility of the marketing manager to conduct survey in

regular basis so as to keep pace with customer preference as to adopt the policy of production

as per the latest trends.

Even the production has to keep pace with selling of the product and low selling

of the product may cause loss to the organization hence normally companies try to prefer the

manufacturing of the product which are in demand.

To get aware of the demand companies must conduct survey in regular basis. This

is something I did for our summer training project like conduct a comparative market survey

for Red Chief Vs branded and non-branded footwear along with market share of Red Chief.

For this, I conducted a linear survey through a simple random sampling in which I included

opinion of 150 retailers and 200 consumers of leather shoes in Kanpur local region.

5
 INDIAN FOOTWEAR INDUSTRY:

AN OVERVIEW

 Leather Industry occupies a place of prominence in the Indian economy in view of its

massive potential for employment, growth and exports.

 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 world’s 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,,

MuBBAi 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:

Region   Large & Medium

SSI Household
Scale  
Tamil Nadu 64 31 7
Delhi & up North 4 8 2
Agra, Kanpur 9 34 14
Calcutta 1 3 19
Bangalore 6 3 4
MuBBAi 3 11  
Others 13 10 3

6
 Region-wise share of total estimated capacities is as follows:

Leather  Non-leather Leather Shoe Leather Non Leather

Region
Shoes   Shoes Uppers Sandals Sandals
Percentage
Tamil Nadu 26 5 54 1 0
Delhi & up North 10 77 4 1 60
Agra, Kanpur 45 0 32 62 0
Calcutta 12 0 2 3 0
Bangalore 3 3 4 0 0
MuBBAi 4 2 1 32 0
Others 0 13 3 1 40
Total 100 100 100 100 100

 India in itself has a huge domestic market, which is largely untapped.

 The Indian footwear industry is provided with institutional infrastructure support

through premier institutions like Central Leather Research Institute, Chennai, Footwear

Design & Development Institute, Noida, National Institute of Fashion Technology, New

Delhi, etc in the areas of technological development, design and product development

and human resource development.

 The availability of abundant raw material base, large domestic market and the

opportunity to cater to world markets makes India an attractive destination for

technology and investments.

 India’s export of Leather Footwear touched US$ 601.73 million in 2004-2005,

recording an increase of 3.29% over the preceding year. India thus holds a share of

2.03% in the global import of leather footwear. The major markets for Indian Leather

Footwear are the U.K., the U.S.A., Germany, Italy, France and Russia. Nearly 71% of

India‘s export of Leather Footwear is to Germany, the U.S.A., the U.K and Italy.

 In 2004-2005, export of leather footwear from India constituted 21% share of its total

export of leather and leather products.

 The different types of leather footwear exported from India are dress shoes, casuals,

moccasins, sport shoes, hierarchies, sandals, ballerinas, booties.

7
 (Value in million US$)
Product 2002-03 2003-04 2004-05

Leather Footwear 423.3 553.04 601.73

 Products exported:s

 Leather Footwear

 Footwear Components (Shoe Uppers, Soles, etc.)

 Leather Garments

 Leather Goods (Including Harness & Saddlery, Leather Gloves, etc.)

 Finished Leather

 Major Production Centers of Leather and Leather Products:

Southern Region
Tamil Nadu Chennai,Ambur, Ranipet, VaniyaBBAdi, Trichy and Dindigul
Andhra Pradesh Hyderabad
Karnataka Bangalore
Northern Region
Punjab Jallandhar
Delhi Delhi
Eastern Region
West Benga Kolkata
Central Region
Uttar Pradesh Kanpur and Agra
Western Region
Maharashtra MuBBAi
 Estimated Production Capacities:

ITEM CAPACITY
Hides 65 million pieces
Skins 170 million pieces
Leather Footwear 909 million pairs
Leather shoe uppers 100 million pairs
Non-leather footwear 1056 million pairs
Leather Garments 16 million pieces
Leather Goods 63 million pieces
Industrial Gloves 52 million pairs
Saddlery 0.10 million pieces

8
 India is the largest livestock holding country 21% large animals and 11% small animals 

 A source for 10% global leather requirement

 Annual production value over U$$ 4 billion

 Annual export value over U$$ 2 billion
 Export growth CAGR 8.20% (2000-04)
 About 2.50 million workforce (30% women)
 Promising technology inflow and Foreign Direct Investment
 Top priority to occupational safety and work environment
 Meticulous concern for consumer safety
 Compliance to environmental standards
 Enormous potential for future growth (domestic as well as export)

 Manufacturing forms 16 to 17% of India’s GDP, contributes 75% of exports, over

50% of FDI and employs 11% of the workforces.

Sources: Council for leather Exports, Chennai

Ministry of Commerce & Industry

B) INDIAN FOOTWEAR INDUSTRY: ANALYSIS

 India is the second largest producer of footwear in the world, after China.

9
 The industry comprises of a very large unbranded segment and a small but

increasingly crowded branded segment.

 Rising brand and fashion awareness along with the improving living standard are

expected to accelerate growth in the Indian footwear industry.

 The Indian footwear market is gradually turning into a brand-driven market with

rising income of people (as branded products are more expensive than local products).

Per head disposable income of Indians during 2002-2007 surged at a CAGR of nearly

14% to reach an estimated US$ 793.

 The taste of Indian consumers is gradually inclining towards casual, cleaner and

younger styles. With rising global traveling and increased media penetration, awareness

about international trends and lifestyles has increased among domestic consumers.

Besides, workplace actualization has also popularized the use of casual footwear and

led to a higher demand in this segment. This trend is as popular among working women

as in the men who are also now giving equal importance to broad range of fashion

accessories to distinguish themselves from their co-workers. This resulted in the

expansion of the casual footwear market to an estimated volume of 860 Million pairs at

the end of 2007 against 2006, representing a straight growth of nearly 8.4%. Now this

segment has a share of more than 60% in the overall footwear retail market in India.

 The Indian footwear retail market is expected to grow at a CAGR of over 20% for the

period spanning from 2008 to 2011.

 Footwear is expected to comprise about 60% of the total leather exports by 2011 from

over 38% in 2006-07.

 Presently, the Indian footwear market is dominated by Men’s footwear market that

accounts for nearly 58% of the total Indian footwear retail market.

10
 By products, the Indian footwear market is dominated by casual footwear market that

makes up for nearly two-third of the total footwear retail market.

 As footwear retailing in India remain focused on men’s shoes, there exists a plethora

of opportunities in the exclusive ladies’ and kids’ footwear segment with no organized

retailing chain having a national presence in either of these categories.

 The Indian footwear market scores over other footwear markets as it gives benefits

like low cost of production, abundant raw material, and has huge consumption market.

 The footwear component industry also has enormous opportunity for growth to cater

to increasing production of footwear of various types, both for export and domestic

market.

 Cultural and regional differences in India are the biggest challenges in front of

retailers. This factor deters the retailers in India from adopting a single retail format.

 Hypermarket is emerging as the most favorable format for the time being in India.

 The arrival of multinationals will further push the growth of hypermarket format, as it

is the best way to compete with unorganized retailing in India.

 The market is forecast to accelerate its current performance in terms of value, with an

anticipated CAGR of 4% for the five-year period 2005-2010 expected to drive the

market to a value of $194.3 billion by the end of 2010.

Sources: (1888 Press Release) August 03, 2008 - RNCOS

www.rncos.com

NOTE: RNCOS, incorporated in the year 2002, is an industry research firm. It has a team of

industry experts who analyze data collected from credible sources. They provide industry

11
insights and analysis that helps corporations to take timely and accurate business decision in

today's globally competitive environment.

COMPANY PROFILE

12
 Company - Rohit Surfactants Pvt. Ltd.

(Leather & Footwear Div.)

 Registered Office - 117/H-2/202 Pandu Nagar

Kanpur-208005

Fax- 91-512-2295576

Contact No. 0512-2241829, 2217650

2215680.

E-mail: leayanoverseas@sify.com

info@redchief.co.in

 Factory - 198-B, Dada Nagar, Kanpur-208022

Contact No. 0512-2296186, 2241750

Fax: (91) (0512) 2241750

- Hardwar Plot No. 1-B Sec-7, Sidcul

 Delhi Office - 124, State Bank Colony Maharana Pratap Bagh

Delhi- 110006

Contact No. 011-7427171, 7427272

PRODUCTION CAPACITY & POTENTIAL:

13
1. Men’s shoes in TPR, PVC, PU, Leather sole.

2. Shoe upper production.

3. Shoes 7,00,000 pairs per annum.

4. Upper 9,00,000 pairs per annum.

5. Sole 7,00,000 pairs per annum.

6. Leather 7,00,000 sq. ft. per month.

7. Tanning - Cow, Buffalo & Buff Calf in chrome & semi chrome.

8. Finishes – Oil pull up, Crazy horse, Nubuck, Furnished aniline, softy.

9. Machinery – Italian, Czech Republic, German.

10. Employees – Semi & Skilled operators 350, Sr. technical & Supervisory staff-150

11. Membership in Trade Organization – Indo German Export Promotion Council for

Leather Export.

1. History & Present Business

14
The Read Chief (Rohit Surfactants Pvt.Ltd., Leather & Footwear
Division)
Kanpur Trading Private Limited introduced Ghari Detergent Cake & Powder.

Kanpur Trading Pvt. Ltd., started its business with low budget & placed among the top first

of this field. The chairperson of Kanpur Trading Pvt. Ltd. is Mr. Murlidhar.

KANPUR TRADING PVT. LTD.

 Product - Detergent Cake, Detergent Powder

 Chairperson - Mr. Murlidhar

 Turnover - 2000 crores

 Product Units - Kanpur, Sagar, Indore, Delhi, Rajasthan

 Area of Product Line - Northern India, [U.P., M.P., Bihar, Punjab,.

Haryana, Gujrat etc.] Rajasthan, Delhi.

In 1997 this company introduced shoe named Red Chief. It is managed by Mr.

Manoj Kumar, who is Managing Director of Red Chief (Rohit Surfactants Pvt. Ltd., Leather

& footwear Division)

 Product - Shoe

 Brand Name of Product - Red Chief

 Head Office - Pandu Nagar

 Factory - Dada Nagar

 Main Market - U.P., M.P., Bihar, Punjab, Delhi, Haryana,

Chandigarh, J & K, Goa, H.P., Rajasthan,

Maharastra, C.G., Jharkhand, Gujrat.

It makes Columbus, Loafers school shoes, Design Club (Ladies Footwear), Red Chief

shoes (formal & casual) & premium shoes. Company makes a good range of leather products

15
starting from a very reasonable rate of Rs. 895/- & onwards. I hope that this company will be

the top company in the leather industry in future.

2. Management & Organization Setup

16
 As it is clear from the organization system, its BOARD heads the company,

which exercises all the day to day decisions making power to enhance the setup of the

organization.

All the department like the sales, production and marketing etc, report to Mr.

Manoj Kumar, Managing Director of the company.

From the chart it is clear that the company has PYRAMIDAL setup.

All the Departmental heads seek and provide information on day to day basis to their

subordinates down the line.

3. The Organization Structure of Rohit Surfactants Pvt.Ltd.

(Leather & Footwear Div.)

17
 Managing Director

Finance Production Personal R&D Store Purchasing Marketing Excise Retail

G.M A.G.M

Maintenance Chemical Upper

Tanning Finishing Shoes Sole

Managing
Director

General Manager
A.G.M

Departmental Heads
Engineers Executives

Supervisor and technician

Implement Workers

18
 4. Introduction of Top Authorities & Some Department

Heads

1. Managing Director :Mr. Manoj Kumar

2. General Manager (P&A) :Mr. S.P. Tripathi

3. Chief Marketing Officer :Mr. Akhilesh Singh

4. Production Manager :Mr. Manish Srivastava

5. Retail Footwear Division :Mr. Santosh Kumar

6. Beam House Operation in charge in Jajmau :Mr. Amit Paliwal

7. Wet Blue :Mr. B.D. Dixit

8. Finishing :Mr. A.K. Singh Kushwaha

9. Sole Division :Mr. Dilip

10. R&D :Mr. K.K. Hajela, Mr. K.K. Shukla

11. Packaging :Mr. Amit Srivastava

12. Lab In Charge :Mr. Narian Ji Jha

13. Store In charge :Mr. Santosh Dalela

19
 Red Chief is the brand of Rohit Surfactants Pvt. Ltd. (Footwear & Leather division) -

one of the leading manufacturers of footwear in India. The company having annual group

turnover of around US $ 200 million. This company is also manufacturing detergent under

the brand name "Ghari" which is a well established brand and trend setter in its respective

industry.

Footwear range of Rohit Surfactants Pvt Ltd was launched under the brand name

Red Chief in 1997 to meet the growing demand for branded high quality leather footwear at

an affordable price. Starting with a handful of employees in 1997, Red Chief now has a

workforce of more than 350 dedicated employees. The company has recorded an impressive

growth through its enthusiastic and highly motivated marketing team and an efficient

distribution network covering nearly the whole of north & west India. For future growth the

company is now all set to explore overseas market.The driving force behind the company

through the years has been its quest for quality and excellence. To fulfill these objectives,

Red Chief has gone for complete backward integration. It has its own Tannery to supply a

complete range of finished leather as well as manufacturing facilities for making Sole and

Shoe Upper, thus ensuring superior quality in every component of its products and becoming

a complete Shoe Manufacturing Company. 

20
 Our company's corporate philosophy can be expressed in one sentiment "Customer

Delight"- by providing products of the highest quality within an economical and affordable

price range. Total consumer satisfaction is the most important component we pack into all

our products and absolute consumer confidence is our biggest reward.

Perfection is a never ending pursuit for us. With quality as the hallmark, it is our

sincere endeavor that each product that comes through our state-of-art production line should

truly act as the aBBAssador of goodwill, with the consumers-reinforcing their conviction in

Red Chief.

SOCIAL COMMITMENT

The company displays high level of social commitment by active participation in

social welfare activities. All packing material used for packing footwear and finished leather

is recyclable and environment friendly. The tannery at Ghari Industries Pvt Ltd has one of the

modern water treatment plants to treat effluent water and has high safety standards for

workers.

21
 We trust in the ideology of "Value for Money". It has been our guiding principle to

deliver high quality shoes at affordable prices, which is unmatchable by any of our

competitors. Each of our products incorporates the highest standards of quality achieved

through stringent quality control by adopting latest technologies, rigorous testing of raw

materials, continuous on-process monitoring , battery of post assembly checks and

commitment of our employees to achieve quality standards. Our products meet all relevant

international standards and regulations.

An urge to give even better product to the customer keeps us engaged with constant

quality up-gradation. Experimenting with new ideas in technology and design, an in-house

research and development cell equipped with the most advanced tools ensures a constant flow

of new ideas and breakthroughs.

22
 Since 1997 'Red Chief' has come and long way and has established itself as a major

brand in the Indian footwear market manufacturing designer shoes, formal shoes, casual

shoes, boots, etc., with the brand proposition 'NATURALLY ITS LEATHER'. A lot of

effort and hard work has been put into the brand since that time besides consistency in the

product quality; high quality advertisement has also helped the brand promotion.

The main media in use for advertisement of Red Chief are newspapers and magazines.

Besides this, intensive outdoor advertisements like billboards, poster panels, side hoardings,

vehicle wraps and also walls capes are used as a medium of advertisement.

All the outdoor venues for advertisement and carefully picked to maximize the effect

of the ad on the potential customers. Besides this at Red Chief we also give a lot of

importance to in-store advertising, the retailers are provided with a lot of promotional

advertisement stuff, like hangings, posters, display racks, electric boarding and also

stationary with Red Chief printed on it. Frequent television advertisements also support the

main media.

23
 With the most advanced manufacturing facilities spread over 6000 sq. mtrs, Red

Chief has been consistently meeting the requirement of its customers.

Red Chief has state - of - the art production facilities to manufacture 2000 pairs of

shoes per day. The complete vertically integrated infrastructure, all under one roof gives us

the huge edge. The complete in house manufacturing capabilities include upper stitching and

injection moulding machines. If required production capacity can be increased up to 3000

pairs a day.

The facilities are fully networked for the smooth flow in the assembly line. The

emphasis on quality is not compromised at any level and under any circumstances. To ensure

this, rigorous controls and checks have been implemented in every stage right from the

acquisition of raw material to the finished products. The company keeps abreast with the

latest shoe manufacturing technology. Many machines in the footwear and Leather Division

are imported from countries like Italy, Germany, Czech Republic and some other European

Countries.

24
 ORGANIZATIONAL SET-UP

PRODUCTION DEPARTMENT

Production department has three different division, these are:

1. Tannery Division

2. Sole Division

3. Shoe Division

1. Tannery Division

The working of the said division can be clearly understood by the given steps in

which the machine involved are being mentioned step by step and the work done by them.

Here the process starts from the wet blue i.e. the leather treated with blue chemical in the raw

stage.

There are various sub processes involved in this process.

Beam House Operation. In this process leather is divided into three parts:

1. Hides it includes leather of Buffalo, Cows etc

2. Skills in include leather of lion, rabbit, goat, sheep etc.

3. Reptiles it includes leather of snakes etc.

Soaking: In this leather is put into the paddle.

Liming: It is the process in which limewater is introduced into the leather to remove natural

fat and also for unhearing the leather.

Deliming: It is the process by which the induced line is removed form the leather

with the chemicals lime ammonium sulphate, ammonium chloride etc.

25
Pickling:It is the process in which leather is treated with the salt and acid (sulphuric acid

(dil. In 1*20) and formic acid) to increase the life of leather.

Tanning:

It is of three types:

1. Tanning by Alum

In this process, the leather of reptiles and skins (only of reptiles) is treated with Alum.

2. Tanning by Chrome (Basic chrome sulphate)

Any type of leather can be treated by chrome and it can be used for every purpose

3. Tanning by Vegetable (old type tanning)

It is used for making belts, saddle & harness.

Wet Blue

1. Shamming Machine

It is the process of removing excess water from wet blue leather.

2. Splitting Machine

In this process the leather is splitted into grain and flesh. Grain is the main leather

which is used for making shoes of good quality. Flesh can also be changed artificially into

lining leather for same purpose.

2. Shaving Machine

Leather is shaved to give equal thickness at each part or as thickness is required.

3. Trimming

The edges of shaved leather are trimmed in this process.

4. Yield

Firstly in this process the leather is measured then shaved leather is being weighted.

Therefore yield = Area of leather shaved weight

26
Yields are in according with gauges.

Substance Gauge Yield Gauge Yield

1.1/1.3 MM 7.50 to 8.00 1.6/1.8 MM 5.50 to 6.0

0.8/1.0 MM 12.00 to 13.50 1.8/2.0 MM 4.50 to 5.50

1.2/1.4 MM 7.50 to 7.75 2.0/2.2 MM 4.50 to 4.75

1.4/1.6 MM 6.50 to 6.75

6. Drums

There the leather is kept in drums filled with dyes and chemicals. These are rotated

for 6 to 8 hours or as per requirement. This is done in order to give base to main color. The

fact is also given as depend on the type of leather.

7. Shamming Machine

Again the leather is squeezed to remove extra water and liquid .In this process excess

water is removed from colored leather.

8. Setting Machine

It helps to flat leather and to make it even.

9. Vacuum Dryer

It is pressed so as to remove any space of air or water .And the lease side of leather

placed check types of design placed .It is used to dry the leather and make it smooth.

10. Conveyor and Hot Chamber

The processed is hanged on the Conveyor, which passes through hot chamber for

further drying.

11. Molisha Machine or Staking

It is used to soften the leather by vibrations and also to open its fibers.

27
12. Toggling Machine

The leather is stretched from each angle to increase its area.

13. Plating

It is just like press. It is not the necessary process for every type of leather. It depends

on the quality of leather. It is used for removing wrinkle from the processed leather.

14. Buffing

This process is done for future smoothness.

15. Selection

For the type of leather to be made

16. FINISHING DEPARTMENT

The crust is sent to the finishing department for final finishing.

1. Padding by Roller Coater

In this procedure of padding snuffed leather passed through the machine called

Roller Cotter to, to give pigment layer of color to color the snuffed leather.

2. Hydraulic Plate (1 Mb Using Machine)

Artificial grains and design are imposed on the leather.

3. Finishing May Be Of Two Types

A. By hand (old process)

The color is finished on the leather with hand.

B. By machine (new process)

It always leads to a good quality finish.

4. Auto Spray

The color is finished and spread to the leather with the help of machine which

finish automatically.

5. Contilux or Roto Press

28
 This is the machine used to make leather smooth and shining to impart better

look.

6. Trimming

In this process the edges are trimmed.

7. Selection

In this process selection of leather is made grade wise (type, TR 1,TR 2 ,TR 3)

8. Measuring Machine

Through this machine area of all the leathers is measured

29
 SOME TYPES OF LEATHER MANUFACTURED BY ROHIT

SURFACTANTS PVT. LTD.

Type of Leather

1. Polly Softy

2. Cow Softy

3. Oil Pullup

4. Crazy Horse

5. Nappa

6. Aniline

7. Smooth

8. Brush off

9. Nubuck

10. Burnish

30
 GRADES & CUTTING VALUE OF LEATHERS

Type 1 (TR 1)

These types of leather have 90% to 95% cutting value. It includes aniline finished

leather, nubuck.

Type 2 (TR 2)

These type of leather have 65% to 70% cutting value .It includes semi aniline leather.

Softy - leather

Smooth - leather

Burnish - leather

Type 3 (TR 3)

These types of leather have 35% to 40% cutting value. It includes snuffed softy,

corrected grain leather, imbued glazer, lining.

31
 SOLE DIVISION

Types of Sole

There are six types of sole used in leather shoes they are:

1. P.U. (Poly Urithline)

2. T.P.R. (Thermo Plastic Rubber)

3. P.V.C (Poly Venyl Chloride)

4. EVA (Ethylene-Vinyl Acetate)

5. Foaming

6. Leather Sole

Rohit Surfactants Pvt. Ltd. (Leather & footwear Division) manufactures only TPR &

PVC soles , other it purchase from the market or get it manufactured from outside.

 Here machines are given the granules, which are melt & after same time forms a

complete sole, with the help of moulding machine.

PU SOLE

PU sole is very light weighted and comfortable.

TPR SOLE

In this sole we used thermo plastic rubber so that this sole is called TPR sole. It is some

weighted but comfortable.

P.V.C. SOLE

In this sole we use poly venyl chloride so it is known as PVC sole, it is some hard.

EVA SOLE
32
This sole is made by the help of ethylene vinyl acetate, it is very much light weighted and

latest component based.

RUBBING MACHINE

In this machine the sides of the sole are rubbed to give it the finishing touch.

 Brushing

In this process the sole are brushed properly.

 Coloring

Soles are colored as per requirement.

 Chilling machine

This machine is used to cool other machines, which are used to shape the sole

33
 SHOE DIVISION
(R&D DEPARTMENT)

1. DESIGNING

There is designing department in this unit, which firstly designs the shoe on paper

according to which dyes are made then the leather is worked upon.

2. CUTTING

The leather is cut with the help of dies & clicking machines or by hands according to

the style & article.

3. CHECKING

Leather is checked in this unit.

4. STAMPING

Cut leather components are stamped pair wise.

5. SKIVING MACHINE

The edges of cut leather components are skived so that they become thinner and can

be easily folded.

6. SPLITTING MACHINE

This machine is used to split the leather.

7. PRESS

Press is used to provide required thickness.

34
 CLOSING DEPARTMENT

1. MARKING

In this process, leather is marked by silver marking pen, where it has to be stitched.

2. ZIG ZAG MACHINE

It is used for stitched two leather pieces in a zig zag manner at the curved area.

3. LINING

Lining is provided to the shoe upper to increase its life. Lining may be leather, woven

cambril or synthetic.

BOTTOM DEPARTMENT

1. LASTING

Lasting is of various types like stuck on lasting, California lasting, Opanka, straw bell

lasting, stitch down, injected moulding lasting etc. In Read Chief we use struck on

lasting, involves the following steps:

 Insole is fixed over last.

 Counter moulding machine moulde the counter & also paste the counter

stiffener & top is pressed by adhesive.

 Toe puff is attached with the fore part of the upper & pasted.

 Now upper is fixed to the last with insole.

 Forepart lasting machine gives the shape to the toe & fixes the toe with sole.

 Afterwards whole of the remaining parts i.e. quarter & vamp is pasted with

insole. (side lasting)

35
  Seat lasting machine then paste counter with insole.

 Pounding machine press is used to remove any wrinkle if present.

 Heat setting machine dries all the excess moisture.

 Scoring & Ruffling of lasting margin is done to make it equal & rough so as to

penetrate the adhesive properly in the lasting margin for strong bond

formation between upper & outsole.

 On the insole, adhesive is given & kept for half an hour for making it dry then

heat activation is done for proper bonding.

 The extra cavity in lasting margin & insole is filled with leather scrap or cork.

 Two coat of adhesive is applied at out sole & dry then lasted upper & outsole

is attached.

2. SOLE PRESSING

 Sole is pressed in sole pressing machine for proper bonding.

 Cold chiller increases the adhesive bonding & provides the proper shape.

 Finally delasting is done i.e. last is removed from the shoe.

3. FINISHING & PACKAGING

In finishing the final touch is given to the remaining accessories i.e. laces, socks, tags

then each pair is inspected & sent for packing.

36
 RESEARCH & DEVELOPMENT LABORATORY

Research & development plays an important role. In this following function are performed:

Tensile Tester:

This machine is used to check the strength of sole & leather.

1. Sole Adhesion Tester:

In this bonding of sole is checked.

2. Toe Adhesion Tester:

In this toe bonding is checked.

3. Flexometer

In this flexibility of leather is checked & to check cracks, wrinkle in the leather.

5. Elastometer;

To check elasticity

6. Dinabroder:

This machine is used to check the life of the sole.

7. Colour Checker:

In this colour of leather is checked. According to fixed standard its colour shouldn’t

fade in 300 round.

8. Heat Tester:

In this the effect of temperature on colour of leather is checked.

NOTE:- Chrome test & fat liquor test is done to test penetration.

37
 RESEARCH & DEVELOPMENT DEPARTMENT
In research & development department, Mr. K.K. Shukla played an important role under the

guidance of Mr. Tannio Connacci, Italian designer.

Following functions are performed by this division:

1. The design is prepared & the last is used after selecting the last, the upper is

developed on the last. There are different styles of last used i.e. English & French. In

English style the difference between two consecutive number is 8.33 mm. & in

French that is 6.33 .

2. After the designing, leather is selected keeping in mind colour, quality etc.

3. Selection of sole (TPR, PVC, PU, Leather sole.)

4. Fixing of Price.

38
 MARKETING / SALES DEPARTMENT

Marketing & sales department both are the heart of any company. Basically marketing

& sales department depends upon the organization & nature. Some companies have separate

departments for this & some have combined departments for marketing/sales. Red Chief

(Rohit surfactants Pvt. Ltd.) has combined department for marketing & sales.

In Red Chief (Rohit surfactants Pvt. Ltd.) all the responsibility of marketing/sales are

on the shoulders, of Mr. Akhilesh Singh (Chief Marketing Officer).

All the correspondence regarding the product is done by Mr. Manoj Kumar

(Managing Director).

FUNCTIONS OF MARKETING DEPARTMENT

 To fix up the target to the parties.

 Regular visit to the existing market.

 Plan to capture the maximum market share.

 Amendment in their existing product.

 To launch an appealing advertising for their products.

 To find out the new way to promote their product.

 To keep all the varieties of product to retailers as well as whole sallers.

39
 RED CHIEF LANGUAGE

 Last is a mould on which shoe is designed & molded.

 Top is the front most important part of a shoe.

 Vamp is the piece of leather used in the forepart of the shoe.

 Tongue is the piece of leather below the vamp.

 Quarter is the side part of the shoe containing lace holes.

 Counter is the back part of the shoe.

 Oxford is a type of the shoe in which quarter is below the vamp.

 Derby is a type of shoes in which quarter is over the vamp.

 A cut shoe is another type of shoes which have no laces called slip-on.

 Wet blue is termed used for leather in initial stage, which is treated with a blue

chemical so as to remove its smell m& other stains.

40
SOME PRODUCTS OF THE COMPANY

41
 RESEARCH METHODOLOGY
The best way of finding any thing is to conduct an survey Collection of sample

analysis Of the data to obtain adequate result.

For our survey we divided the city Kanpur into two segments segment A and segment

B on the basis of locality, as it is considered that north Kanpur is for upper class people and

southern part is of middle class people the developing part. Hence segment A is northern and

segment B is southern part of the city. The survey is based upon the retailer’s opinion about

the customer’s perception.

Research provides an analytical framework for the subject matter of investigation

M.H. Gopal, “It is essential a systematic inquiry seeking facts through objective

verifiable methods in order to discover the relationship among Them and to deduce from

them broad principles or laws.”

42
 THE RESEARCH PROCESS

Defining the problem

Situation Analysis

Checking of available resources of information

Collection of Data

Analysis and Interpretation data

43
 Preparations of Research report

Follow up the report

OBJECTIVES OF STUDY

A project without objective is like a car without engine, a fish without water and a body

without soul. Even I can say that existence of the project is under question if it had no

objective:

 To know about the customer preference for the product.

 To know about competitors of the Rohit Surfactants Pvt. Ltd. (Leather & Footwear

Div.).

 To know about the market share of the Red Chief.

 To know about the customer preference of branded and unbranded shoes.

 To know about the market prospect for new products like sports shoes, Ladies wear

etc.

 To know about the price preference by the buyers.

 To know about the season of maximum sale for leather shoes.

44
  To know about the most preferable colour for leather shoes by the consumers.

 To know about the age group who prefers leather shoes very much.

RESEARCH DESIGN

In the normal sense, research design refers to an out line or plan prepared before

beginning a research work. Usually, the outline (how research should be done) which is

prepared before beginning a research work for solving any problem is called a research

design.

Different learned people have defined a research design in the following Manner;

Ronald R. Giss

“The term research design refers to the plan through which the needed information to

be developed.”

Keneth R Davis

“A research Design is a blue print for data collection .In it the researcher

specifies what he expects to achieve and how he will go about collective information.”

Green and Tull

45
 “A research design is the specifications of methods and procedures for acquiring the

information needed to structure or to solve problem .It is the overall operational pattern or

framework of the project that stipulates what information is to be collected from which

sources and by what procedure.”

This definition consists of three important terms-plan, structure and strategy. The plan

is an outline of the research scheme on which the researcher is to work .The structure of the

research is a more specific about line or the scheme and the strategy shows how the research

will be carried out, specifying methods to be used in the collection and the analysis of data.

TYPES OF RESEARCH DESIGN

Ordinarily all researches have only one basic objective that is attainment of knowledge.

This objective can be achieved in different ways and accordingly the nature of research

design can also be different. The various types of research design are:-

1. Exploratory Research

2. Descriptive Research

3. Causal and Experimental Research

46
 RESEARCH DESIGN OF THE PROJECT
SCOPE OF THE STUDY

The scope of this study is to analyze the level of customer satisfaction and

market research of Red Chief Vs branded and non branded leather shoes through retailers

about the shoes of various companies along with local manufactures in the Kanpur

region.

 This study contains 150 retailers in local Kanpur market.

 This study covers 200 consumers of leather shoes.

 The area covered in this study is the entire city of Kanpur.

 The survey is done on the retailers who keeps product of different companies.

 The survey is all about customer perception as per retailers view.

 The survey is done on the basis of customer awareness and preference about shoes of

various companies.

Problem Definition : To know the market share of Red Chief .

Research Objective : To know the product quality & brand image.

Research Design : Exploratory

Source of Data : Primary source, Random sampling.

Data Collection : Technique : Survey

: Tools : Questionnaires

Data Analysis : Statistical Analysis

Percentage, Mean, Average.

Report / Presentation : Graphs, Figures.

47
SURVEY METHODOLOGY: - Survey was conducted keeping in mind these things.

1. Target Audience: the targets for survey were mainly based on that sample who is

regular user & they could give better response. These types of people are:-

 Student

 Servicemen

 Businessmen

 Old age persons

 Others

These people were based on

Age: 10-18 yrs. 18-25 yrs.

25-40 yrs. 40 & above.

Based on occupation:

 Student

 Servicemen

 Businessmen

 Top Executive

 Other

2. Sample Size: During the survey the sample size of consumer was 200 & that of

retailer was 150. This all selection covering limited markets of city.

3. Preparation of Survey: Two types of questionnaire were prepared to take the

responses. These types are-

a. Consumer’s Questionnaire

b. Retailer’s Questionnaire

48
4. Statistical Analysis: For statistical analysis various types of techniques were used.

These types of techniques are-

 Percentage

 Average

 Sum

For analysis of table, graphics of data having taken the responses for consumers & retailers.

49
 MEANING AND DEFINITION OF BRAND

It is a time of tough competition. Every producer wants that his product should

capture good market. For the achievement of this purpose, every producer wants that his

product must have a different image so that he may attract maximum number of consumers

and thus sales and profits of the enterprise may be increased. To create a different image of

his products, the producers, determines a particular brand or particular trademark and gets the

brand and trademark registered so that other producer may not copy it .Thus, he sells his

products in the market under a particular brand and trademark which makes his products

different from the products of other producers.

A brand is a specific name given to a product or all the products of a producer. Such

specific name creates individuality in the product and the product with such specific name

can easily be distinguished or recognized in the market from competitive products of

competitors. The term” BRAND” has been defined as under:

American Marketing Association, “A Brand is a name, term, symbol or a design, or a

combination of them which is intended to identify the goods or services of one seller or group

of sellers and to differentiate them from those of competitors.”

William Marketing Association, “A Brand is a name, term, symbol or a design or a

combination of them which is intended to identify the goods or services of one seller or group

of sellers and to differentiate them from those of competitors.”

William J. station, “All Trade marks are Brands and thus include the words, letters or

numbers which may be pronounced; they may also include a pictorial design.” Above noted

definition make it clear that the word Brand is a comprehensive terms. It may be a name,

some words, a design or a combination of all these .A brand is generally, used by a producer

of large scale.

SHOES AND SENSIBILITY

50
The best footwear is those that you are most comfortable in. Here’s how you can put your

best foot forward.

By Jayshree Mulherkar

If you want to put your best foot forward, you ought to do some serious ‘sole’ searching.

“Your Whole ensemble can go wrong if you haven’t the right footwear on,” says Bharggavi

Rawal, Who’s designed costumes for serials and films like Maryada and Excuse Me. “In fact

the you walk will depend on the kind of shoe you wear.”

The range this season are slip-ons; they are classy elegant, easy to wear and

comfortable too! Open shoes with straps, flats, sandals are also great for summer wear. “Try

to stay away from closed shoes; open shoes are far more comfortable,” says fashion designer

Ashish Dwyer, whose work you can see in the recent Bollywood film Gangster.

“Man can go for mojris as these are easy to wear and look like shoes. If you can add

heels to your mojris that’s be great. Also pathani’s sandals can look classy on men,” says

Dwyer. If you cannot bear the thought of parting with you beloved shoes, get a little

adventurous and go in for coloured ones instead of the usual boring black.

Women have a much wider range to choose from. Opt for a light-coloured heel and

try to keep the top plain with minimum embellishment. According to Dwyer, “it’s best to

avoid leather footwear in the heat; go for canvas shoes instead. Roman tie-ups, cut work,

pointed shoes and prints are the preferred evening wear in this summer.

Fashion designer Lascells Symons says the vintage look is in this season. “Shoes with

printed flowers look very summery. Canvas shoes with sunflower motifs look great for the

season,” he adds.

Heels may help you stand tall, but it won’t do you much good in the long run. Dwyer

suggests that you keep your heels under two inches. “Stick to flat for summer,” says Mushir

Khan, Brand Manager, Metro Shoes.

51
 Rawal, though, has a soft corner for high heels. She thinks one can be fairly

comfortable in high heels. “Opt for wedges instead of pencil heels. The heel shouldn’t be

slippery, and there should be a fabric layer on the sole to make it easy to balance,” she says.

“If you want to go for heels, opt for wedges and platform with black heels. The look

is more fifties sixties, “says Symons. For comfort, he recommends peekaboo toes and

sandals. Others flavors of the season the open footwear and round toes (ballet shoes), flat

with a bow in front and pointed toes.

When it comes to colours, Dwyer plumps for pink while Rawal prefers to stick to the

tried-and-tested beige and black. “silver, gold, bronze, copper, whites and natural colours like

tan, and bright colours are in this summer.” Says Symons

Khan suggests going in for some interesting combos, “white with light blue looks

great; baby pink and turquoise are also in. Other off –beat combinations include yellow with

green. Men can go turquoise, white and light blue,” he says.

Embellishments like shells and beads are in for open footwear. But Symons cautions

against going overboard with embellishments, “If your shoes are embellishment, your outfit

should have no embroidery on it, or at least shouldn’t have sparkles on it. So cut out the bling

bling if your shoes are heavily ornamented. The whole look should be sophisticated,” he says.

And what about the Kids? Slippers with crystal-studded straps look great, as do lace

shoe According to Symons, there are international brands that offer the same designs and

combinations as adult’s footwear for kids under 16.

Whatever the latest trends, remember that comfort will always be in, and you don’t

have be uncomfortable to look great.

DATA INTERPRETATION & ANALYSIS

[AS PER RETAILERS]

52
 BRAND STOCKED BY RETAILERS

Red Chief 28%

Bata 12%

Action 45%

Red Tape 3%

Lakhani 36%

Liberty 32%

Woodland 8%

Lee Cooper 2%

Other(Local) 83%

SIZE PREFERRED BY CUSTOMER AS PER RETAILER

No.5 4%

No.6 22%

53
 No.7 30%

No.8 28%

No.9 10%

No.10 6%

MARKET SHARE OF VARIOUS BRANDS AS PER RETAILER

Red Chief 16%

Bata 3%

54
 Action 20%

Red Tape 1%

Lakhani 18%

Liberty 11%

Woodland 2%

Lee Cooper 1%

Others (Local) 28%

TYPE OF WEARING

Formal 24%

Casual 28%

55
 Sports 27%

Ladies 21%

COLOR FOR SHOES PREFERRED BY CUSTOMER AS PER RETAILERS

Black 67%

Brown 20%

56
Two Tone 7%

Others 6%

CATEGORY OF PURCHASER

Student 36%

Servicemen 38%

57
 Businessmen 22%

Other 4%

PRIORITY BY THE RETAILER

Demand of Consumer 48%

Incentive Basis 28%

58
Advertisement 10%

Scheme Basis 4%

Durability 10%

SEASONS FOR SALE

Jan-March 14%

April-June 30%

59
 Jul-September 10%

October-December 46%

PRICE PREFERRED BY CUSTOMER AS PER RETAILER

400-600 52%

600-800 36%

60
 800-1000 10%

Above 1000 2%

AGE GROUP

20-30 31%

30-40 49%

61
 40-50 14%

50-Above 6%

CUSTOMER PREFERENCE AS PER RETAILERS

Style 5%

Design 12%

62
Comfort 28%

Price 40%

Durability 5%

Quality 10%

TYPE OF SOLE

PVC 21%

TPR 31%

63
 PU 41%

Leather 7%

[AS PER CONSUMER]

MARKET SHARE OF BRANDED & NON BRANDED SHOES

64
 Branded 41%

Non Branded 59%

DIFFERENT BRANDS PREFERRED BY CUSTOMER

Red Chief 32%

Bata 11%

65
 Action 20%

Red Tape 2%

Lakhani 14%

Liberty 10%

Woodland 2%

Lee Cooper 1%

Others(Local) 8%

ON WHICH BASIS FOOTWEAR PREFERRED BY CUSTOMER

Style 10%

Design 15%

66
Comfort 25%

Price 35%

Durability 7%

Quality 8%

PRICE PREFERRED AS PER CUSTOMER

400-600 41%

600-800 35%

67
 800-1000 14%

Above 1000 10%

MEDIUM

Television/Radio 4%

News Paper/Magazines 15%

68
 Friends 32%

Fashion/Trend 41%

Hoardings 8%

COLOUR PREFERRED BY CUSTOMER

Black 56%

Brown 18%

69
Two Tone 11%

Others 15%

OCCASIONS FOR PURCHASE SHOES

Festival 12%

Occasions 32%

70
 Required 51%

On Academics 5%

TYPE OF FOOTWEAR PREFERRED BY CUSTOMER

Shoes 71%

Slippers 19%

71
 Sandals 10%

MARKET SHARE OF CUSTOMER USING RED CHIEF FOOTWEAR

Yes 37%

No 63%

72
FACTS REGARDING RED CHIEF AS REVEALED BY CONSUMERS

AND RETAILERS

1. Red Chief is the brand of the highest quality among the kanpurities.

73
 2. Red Chief has exilent market penetration structure covering almost all the market in

Kanpur.

3. Red Chief is considered to be most reliable and durable in retailers view keeping in

mind the market penetration structure.

4. Red Chief has the minimum number of defects as compared to other recognized

brands, like liberty and action.

5. Red Chief has also provides the better post sales service to the consumers.

6. “Red Chief is the leather shoe with no complains” This punch line is given by one of

the retailers in P Road.

7. Red Chief is popular among the retailer because of its availability and cut size, which

are available.

8. The leather quality of Red Chief is fine.

OBSERVATION

RETAILER BASED

74
On the basis of all the survey work I observe the following details;

 Retailers stock various brands of shoes in the following order;

Lee cooper < Red Tape < Woodland < Bata < Red Chief < Liberty < Lakhani <

Action < Others (Local)

 Local brands sell more than any other reputed brand i.e.; local brands has the highest

market share in sell as per retailers.

 As per retailer, customer prefers the type of wearing of shoes in the following

manner;

Ladies < Formal < Sports < Casual

 According to our observation, the most selling size of shoes (as per retailer) is 7.

The following is the order of size of shoes selling by the retailer;

5 < 10 < 9 < 6 < 8 < 7

 The following is the order of colour of shoes preferred by customer as per retailer;

Black > Brown > Two Tone > Others

 As per retailer, the following is the order of category of customers which prefer to buy

the leather shoes;

Others < Businessmen < Students < Servicemen

 As per retailer the following is the order of basis, according to which, a retailer

purchases the leather footwear for sale;

On the basis of saheme < Advertisement =Durability < Incentive basis < Demand of

consumer.

 As per retailer, the following is the order of season for the maximum sale of leather

shoes;

Oct-Dec > Apr-June > Jan-Mar > July-Sept.

75
 As per retailer, the following is the order of price range of shoes preferred by the

consumer;

Above 1000 < 800-1000 < 600-800 < 400-600.

 As per retailer, the following is the order of age-group of customer which preferred

buying the leather shoes;

50-Above < 40-50 < 20-30 < 30-40

 As per retailer, the following is the order of preference on which basis, customers

purchases the leather shoes;

Dyrability < Style < Quality < Design < Comfort < Price.

 As per retailer the following is the order of type of sole preferred by customer;

Leather < PVC< TPR < PU

CONSUMER BASED

76
 The following is the order of type of footwear proffered by the consumer (As per

consumer);

Slipper < Sandles < Shoes.

 The following is the order of Brand of shoes proffered by the customer:

Le Cooper < Woodland < Red Tape < Others (Local) < Liberty < Bata < Lakhani <

Action < Red Chief.

 As per consumer, the following is the order of preference on which basis the

consumer purchase the leather shoes;

Durability < Quality < Style < Design < Comfort < Price

 As per consumer, the following is the order of price range of shoes purchased by the

consumer;

Above 1000 < 800-1000 < 600-800 < 400-600.

 As per consumer, the following is the order of medium which attracts consumer for

purchasing shoes;

T.V./Radio < Hoardings < News/Magazines < Friends < Fashion/Trend

 As per consumer the following is the order of color of shoes proffered by the

consumer;

Two tone < Others < Brown < Black.

 As per consumer the following is the order of time, when they like to purchase leather

footwear;

On academics < Festival < Occasions < When required.

ANALYSIS

77
 On the basis of our retailers & consumers survey I observe that market share of non

branded shoes (local) is much more than branded shoes.

Non Branded > Branded

 On the basis of our survey I observe that only few persons use to wear Red Chief

footwear. The ratio of persons which use & which do not use Red Chief footwear is

about 1:2 (approx.) i.e., about 37% consumer use Red Chief footwear and 63%

consumer do not use Red Chief footwear.

78
 SUGGESTIONS
Although Re Chief footwear has a good market share & is running successfully within

Kanpur region & its provide great satisfaction to retailers & consumers; but as every coin has

two sides, there is also same problem with Red Chief faced by the retailers & consumers.

Hence the following are few suggestions to be taken care of;

1. During the analysis of survey report it is very clear that the latest designs & trend of

fashion is not available with Red Chief footwear therefore it should need changes &

should work with latest fashion.

2. Although Red Chief has good market share among shoes brands only in leather

fashion but there is great demand for daily use sandals & slippers therefore Red Chief

should also be launched sandals & slippers for daily use.

3. I also observed that there is huge share for ladies footwear in the market. Therefore;

with the help of its good quality of leather, Red Chief can make a great market share

in ladies footwear.

4. But since there is much verity in design & style in ladies footwear & it varies with

time duration & fashion therefore Red Chief should be very careful with style, design

& fashion/trend. In the other words style & design of footwear should match with

fashion.

5. Now days, men’s sandals are also in the fashion & men’s sandals for summer, winter

& rainy season are also available at retail outlets in the respective seasons. But the

design of the men’s sandles is not up to the mark which needs changes therefore Red

Chief should launch stylish & fashionable men’s sandals.

6. It is also a very important fact that many of the consumers are not aware with the Red

Chief brand mainly in backward outer region of the city therefore Red Chief should

launch a brand awareness scheme & advertisement campaign to attract customers.

79
7. It is also observe that price is the most important factor for purchasing footwear by

the customer. Rs 400-600 are the most preferable range for many of the consumers.

Therefore price range should be in accordance with purchasing capacity of

consumers. But price range varies with quality of the product. Hence Red Chief

should start an awareness program to make consumer aware of the price quality

relationship.

8. Since during the survey it was clear that many of the consumer preferred unbranded

product rather than branded product, the reason behind it is that they are getting more

design & comfort at cheaper rate even the look is very attractive therefore Red Chief

should improve its quality & should less its price as much as possible so that it could

compare with local brands in quality because it will make brand loyalty by the

consumer for Red Chief.

9. Many of the retailers are not satisfy with the supply policy of Red Chief. The

thinking of is that kind of partiality is being done, it should be avoided & an open &

fair supply policy should be taken.

10. It is the objection of many retailers that suppose if there is 10 retail shop in the

market then Red Chief footwear is available at every shop & different shops sell Red

Chief product with different percentage of profit.

11. According to retailers, Red chief product should be available at limited shops and

price of the product should be of definite range.

12. It is also the objection many users of Red Chief product that there is no retail outlet

of Red Chief & there is different price of Red Chief footwear at different shops.

Therefore it is specially recommended that there should be retail outlets of Red Chief

where consumers could get a proper product at a proper price.

80
13. I think there should also be a brand aBBAssador for Red Chief. Although there are

different categories of consumer according to the price range of the product & they

purchase product depending upon their purchasing capacity; at this stage brand

aBBAssador has no importance but if there are two same products of two different

brands of same price range then brand aBBAssador plays an important role to

motivate the consumer for purchasing. Also a celebrity has a great impact on a large

population therefore with the help of brand aBBAssador; a product can be made

famous very easily. Therefore I think that company should go for a celebrity

endorsement (brand aBBAssador) so as to help the product to get country wide

acceptance & to increase the sale of product.

14. Since the company is only in the production of leather footwear which has a limited

profile, company can also launch leather belt, leather purses (ladies & gents), cap,

jacket etc. There are immense prospects for launching above new products for the

company.

15. Print media impacts for long time & gives detailed information but electronic media

best option for advertisement but it impact for a short time.

16. Although impact is for short time but we know that repeated actions leads to learning

behavior, so therefore advertisement in electronic media should be repeated

frequently, so that the consumer may retain the product image in his mind.

17. During the survey I have analyzed that hoardings & banners plays a role of capture

the market. So hoardings & banners should be placed at the main place, cross roads

& offices of the city.

18. Proper visit of company executives is necessary as the retailers are motivated by it.

19. The company should motivate the retailers of their brands by display their shops

advertisement in the local TV channels.

81
 CONCLUSION

1. As per the survey it is observed that Red Chief holds more than 16% market share in

Kanpur region, which could be consider as good for any company.

2. All the details showed in this project report are based on a survey within Kanpur local

region which included the response of 150 retailers & 200 consumers.

3. This project report is based on simple random & judgmental sampling. Although

during the survey, all the information not true every time but I tried my best to

understand the mind set up of retailer & consumer.

4. Even the retailers are very much satisfied with the product quality reliability &

durability of Red Chief shoes. In addition not, satisfaction level is also very high.

5. But style, design & variety according to the fashion in the footwear are not up to the

mark.

6. There is not any own retail outlet of Red Chief which has great demand among

consumers.

7. Although retailers are much satisfy with the profit margin of Red Chief product but

many of the retailers are not satisfy with the supply policy of company.

8. During the survey it was clear that customer preferred unbranded product much more

than branded product because they are getting more design at cheaper rate, even the

look is very attractive.

9. New brands are emerging in the market other than existing ones & they are capturing

the market share. These brands include Franco Leone, Picasso, Lee Cooper etc.

10. The branded shoes between the price ranges 500-1000 has maximum sale.

82
11. The students are influenced with the range, design, style & the look of the leather

shoe whereas the service class & business class persons emphasize more on price,

quality, durability, discount & guaranty period.

12. Advertising can play a major role to make the people know about the product of a

company.

13. Fashion & trend is the first choice of consumers followed by reference groups.

14. Most of the consumers are brand loyal but consumers are also influenced by retailer’s

suggestions & price.

15. Packing plays a positive & influencing role in increase the sales & attracts the

consumer.

16. The minimum guaranty period of leather shoe demanded by consumer is of 1 year.

17. Action is amongst the highest payer of incentives.

18. Liberty has the maximum defects according to the retailers.

19. Company should emphasize more on improving quality of shoes.

83
 MERITS OF THE STUDY

1. The information obtained under the study is relates to what is currently happening, it

is not completed by either the past behavior of future intentions or attitudes.

2. The advantage of this study is that subjective bias is eliminated

3. This study is scientific and systematic phenomenon.

4. This study provides actual response of the end user.

5. One to one interview reduces the options of sampling error.

84
 LIMITATION OF THE STUDY

As every coin has two sides the same is the case with this customer and retailers

research. There are certain limitations in this research which are as follow

 The survey is all about the perception of product with in Kanpur region.

 As the survey is based on sample of 150 retailers hence the view of total

Population cannot be generalized.

 As the survey is based on sample of 200 consumers hence the view of total

Population cannot be generalized.

 Non awareness about the different brands by the customers is also a major limitation.

 Sometimes unforeseen factors may interface with the observational task. At

times, the fact that some people are rarely accessible to direct observation

creates obstacle for this method collect data effectively.

 The information provided by this method is very limited because questions are

limited.

 It is a little bit expensive method.

 Time was also a constraint.

 It was not possible to cover all the area of city.

 Retailers hesitate to give answer to some questions like price related & competitions

policy etc.

 Some time respondents do not give correct answer.

85
 ANNEXURE
[QUESTIONNAIRE FOR RETAILER]

Owner Name: _____________________________ Name of the Shop:

_________________________
Address: _________________________________ Contract No:
____________________________

Q-1 Which brand(s) do you stock?

Red Chief Bata Action Red Tape Lakhani
Liberty Woodland Lee Cooper Allen Cooper Other …………..
Q- 2 Which shoe brand sales more?
Red Chief Bata Action Red Tape Lakhani
Liberty Woodland Lee Cooper Allen Cooper Other …………..
Q- 3 What is the reason of that brand’s more demand?
Quality Price Comfort Durability
Design
Q -4 Which type of footwear sales more?
Derby Oxford Slip-on Sports Ladies
Moccasin
Sandals Slippers Others …………….
Q- 5 Which size range sales more? Size No. _________________________________.
Q- 6 Which is most preferable style?
Causal Boot with Laces without Laces
Q- 7 Which is most preferable color purchased by consumer?
Black Brown Two-tone Others ………….
Q- 8 Which category of consumer purchases more leather shoes?
Students servicemen Businessmen Others ………
Q- 9 On what basis you purchases the leather footwear?

86
Demand of consumer Incentive Basis Advertisement
On The Basis of scheme Durability Fashion Trend Max.sales
Q- 10 Which brand is more reliable and suitable as per retailer?
Red Chief Bata Action Red Tape Lakhani
Liberty Woodland Lee Cooper Other ………………
Q- 11 Season of maximum sales?
Jan-Mar. April-June July –Sept. Oct.-Dec.
Q- 12 Which price range is more preferable by consumer?
400-600 600-800 800-1000 Above 1000
Q- 13 By which age group leather footwear is liked most?
10-20 20-30 30-40 40-50 Above 50
Q- 14 On what basis customer purchases the leather footwear ?
Style Design Comfort Price Durability Quality
Q- 15 Which type of sole is preferred the most by the customer?
PVC TPR PU Leather Other ………
Q- 16 Which brand gives more incentive/margin?
________________________________________.
Q- 17 In which form?
Cash Discount Promotion Scheme Trade Discount
Profit Margin Festival sales
Q-18 What is your monthly consumption of leather shoes? _____________________ Pairs.
Q-19 Which company is providing fastest delivery after order placement?
_________________
Q-20 Any suggestions for manufacturer?
__________________________________________________________________________
_
__________________________________________________________________________
_

Date: Signature:

87
 QUESTIONNAIRE FOR CONSUMER

Name: _____________________________ Address:

_______________________________
Age: ________ Sex: Male Female

Q-1 Which category of shoes do you like?

Formal Casual
Q-2 Which type of footwear do you prefer?
Shoes Slipper Sandals
Q-3 Do you purchase leather shoes?
Yes No Both
Q-4 How many different pairs of shoes do you wear?
1-2 3-4 5-6 >6
Q-5 Which type of leather footwear do you prefer?
Branded Non Branded
Q-6 Which brand do you like?
Red Chief Bata Action Red Tape Lakhani
Liberty Woodland Lee Cooper Allen Cooper Other
Q-7 Why do you like most that brand?
Quality Price Comfort Durability Design
Q-8 On what basis do you prefer footwear?
Style Design Comfort Price Durability Quality
Q-9 Which shape do you prefer in shoe?
Round T-shape Broad narrow
Q-10 Which type of heel do you prefer?
Flat Normal High
Q-11 Do you prefer pure leather footwear?
Yes No
Q-12 What should be preferable price range of footwear?

88
400-600 600-800 800-1000 Above 1000
Q-13 Which media attract for purchase leather footwear?
Television/Radio News paper/ Magazines Friends
Fashion /Trend Hoardings Other ……………..
Q-14 Which colors of footwear do you like most?
Black Brown Two-tone Other ……………..
Q-15 When would you like to buy leather footwear?
Festivals Occasions When Required Beginning of Academics
Q-16 What should be warrantee period according to you
3 Month 6 Month Above 6 Months
Q-17 Which type of sole do you like most?
PVC TPR PU Leather
Q-18 Which style of footwear does you like most?
Formal Long Boot With Lace Without Lace
Q-19 Would you like to change your existing brand?
Yes No
Q-20 If yes then give reason?
Increase Level of Income Impact of Advertisement
Better quality in comparison of existing brand Better Price
Q-21 Would reduction in prices of the recognized brand does affect your behavior ?[Sale etc]
Yes No
Q-22 Have you used Red Chief footwear?
Yes No
Q-23 Are you satisfied about quality & service of brand Red Chief?
Yes No

If no then give suggestions

_________________________________________________

Date: Signature:

89
 BIBLIOGRAPHY

BOOKS

1. Dr. P.K. Agarwal, “Research Methodology”, Vishal Prakashan Mandir, Meerut.

2. C.K. Kothari, “Research Methodology”, New Age Internatonal Publishers, New

Delhi.

3. Dr. S.K. Das Gupta, “Marketing Management”, Vishal Prakashan Mandir, Meerut.

4. Philip Kotler, Kerin Lone Keller, “Marketing Management”, Pearson Education

(Singapore) Pte. Ltd., Indian Branch.

OTHER

http://www.shoemaker.com

http://www.indianshoebazaar.com

http://www.leatherindia.org (CLE)

http://www.paylessshoes.com

http://www.redchief.co.in/

www.researchandmarkets.com/reports/c86400

www.marketresearch.com

www.rncos.com

90