Final Socks - Safali

8/13/2019 Final Socks - Safali

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A

PROJECT REPORT ON

MARKETING STRATEGIES OF

TOP FIVE BRAND OF

SOCKS

for the Partial fulfillment theDegree of

MASTER OF BUSINESS ADMINISTRATIONFROM DEPARTMENT OF BUSINESS

MANAGEMENT

SESSION -2012-13UNDER GUIDANCE SUBMITTED BY

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ISS SHOBHA YADAV SEFALI SAHUMBA IST SEM.

ROLL NO.

PREFACEMarketing houl! not "e looke! u#on in a $a%uum or in

iolation& It i an een%e taking a $ie' of MARKETING

STRATEGIES OF TOP FIVE BRANDS OF SOCKS ine organi(ation an!

it ultimate o")e%ti$e %on%ern for marketing mut #enetrate

all area of the enter#rie& Market ur$e* in to!a*+

%om#etiti$e 'orl! i a mut for e$er* organi(ation&

Thi #ro)e%t i a tu!* of& The rational "ehin! thi

#arti%ular tu!* i to fin! out the #reent market %enario of

$ariou "ran! , to fin! out the %or#orate nee! an!

#er%e#tion& It 'a a #leaura"le e-#erien%e to %on!u%t a

reear%h on "ehalf of TOP FIVE BRANDS OF SOCKS .#ertaining to

the tu!* of the o%k Se%tor&

Con%luion an! there "* re%ommen!ation ha "een

arri$e! at "* #ro#er an! )utifie! inter#retation of the reult

!eri$e! from the a"o$e ai! anal*ti%al tool an! te%hni.ue&

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AC/NO01EDGEMENT

Preparing a project o t!i" nat#re i" an ar$#o#" ta"% an$ I &a" ort#nate eno#g!

to get "#pport ro' a (arge n#')er o per"on". I &i"! to e*pre"" '+ $eep "en"e o

gratit#$e to a(( t!o"e &!o genero#"(+ !e(pe$ in "#cce""#( co'p(etion o t!i" report )+

"!aring t!eir in,a(#a)(e ti'e an$ %no&(e$ge.

It i" '+ pro#$ an$ pre,i(e$ge to e*pre"" '+ $eep regar$" to Re"pecte$ - ea$ o

Depart'ent Dr.Pra'e"! Ga#ta'- Mi"" S!e&ta Rajp#t - Depart'ent o B#"ine""

Manage'ent - S&a'i Vi,e%anan$ /ni,er"it+ Sagar or a((o&ing 'e to #n$erta%e t!i"

project.

I ee( e*tre'e(+ e*!i(arate$ to !a,e co'p(ete$ t!i" project #n$er t!e a)(e an$

in"piring g#i$ance o Mi"" S!o)!a 0a$a, e ren$ere$ 'e a(( po""i)(e !e(p 'e g#i$ance

&!i(e re,ie&ing t!e 'an#"cript in ina(i"ing t!e report.

I a("o e*ten$ '+ $eep regar$" to '+ teac!er" - a'i(+ 'e')er" - rien$" an$ a((

t!o"e &!o"e enco#rage'ent !a" in#"e$ co#rage in 'e to co'p(ete to &or% "#cce""#((+.

(SEFALI SAHU )

MBA ISTSEM.

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DE1C1ARATION B2 T3E CANDIDATE

Date 1

I $ec(are t!at t!e project report tit(e$ 2 TOP FIVE BRANDS OF "oc%" 2 on

Mar%et Seg'entation i" na+ o&n &or% con$#cte$ #n$er t!e "#per,i"ion o 'i"" "!o)!a

+a$a, Depart'ent o B#"ine"" Manage'ent - S&a'i Vi,e%anan$ /ni,er"it+ Sagar

3M.P.4 To t!e )e"t o '+ %no&(e$ge t!e report $oe" not contain an+ &or% - &!ic! !a"

)een "#)'itte$ or t!e a&ar$ o an+ $egree - an+&!ere.

(SEFALI SAHU )

MBA IST SEM.

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CERTIFICATE

T!e project report tit(e$ 2 MARKETING STRATEGIES OF TOP FIVE

BRANDS OF SOCKS 2 )een prepare$ )+SEFALI SAHU MBA IST Se'e"ter - #n$er t!e

g#i$ance an$ "#per,i"ion oMi"" SOBA 0ADAV or t!e partia( #(i(('ent o t!e Degree

o M.B.A.

Signatu! "# t$! Signatu! "# t$! Signatu! "# t$!

Su%!&i'" H!a "# t$! D!%at!nt E*ain!

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Introduction to Soc!

Sock

A hand-knittedsock

Argylesocks

A !ocis an item of clothingworn on the feet. The footis among the heaviest

prodcers of sweatin the !ody" as it is a!le to prodce over 1 #S pint $%.4& l' of

perspiration per day.(1)Socks help to a!sor! this sweat and draw it to areas where

air can evaporate the perspiration. *n cold environments" socks decrease the risk

of frost!ite. The clothing+s name is derived from the loose-fitting slipper" called

a"occ#"in ,atin" worn !y oman comic actors.(2)
http://en.wikipedia.org/wiki/Knittinghttp://en.wikipedia.org/wiki/Argyle_(pattern)http://en.wikipedia.org/wiki/Clothinghttp://en.wikipedia.org/wiki/Foothttp://en.wikipedia.org/wiki/Sweathttp://en.wikipedia.org/wiki/Sock#cite_note-1http://en.wikipedia.org/wiki/Frostbitehttp://en.wikipedia.org/wiki/Sock#cite_note-2http://en.wikipedia.org/wiki/File:Argyle_(PSF).pnghttp://en.wikipedia.org/wiki/File:HandKnittedWhiteLaceSock.jpghttp://en.wikipedia.org/wiki/Knittinghttp://en.wikipedia.org/wiki/Argyle_(pattern)http://en.wikipedia.org/wiki/Clothinghttp://en.wikipedia.org/wiki/Foothttp://en.wikipedia.org/wiki/Sweathttp://en.wikipedia.org/wiki/Sock#cite_note-1http://en.wikipedia.org/wiki/Frostbitehttp://en.wikipedia.org/wiki/Sock#cite_note-2


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Et"#o$o%"

The modern /nglish word"oc%is derived from the 0ld /nglishword"occ"

meaning light slipper. This comes from the ,atin"occ#"" a term to descri!e a

light" low-heeled shoe" and deriving from the Ancient reekword"+%c!o".(3)

&i!tor"

The earliest known srviving pair of socks" created !y naal!inding. ating from

3%%-5%%A these were ecavated from0yrhynchson the ile in /gypt. The

split toes were designed for se with sandals. 0n display in the 6ictoria and

Al!ert msem" reference 2%758A-19%%.

12th-centry cotton sock" fond in/gypt. The knitter of this sock started work at

the toe and then worked p towards the leg. The heel was made last and then

&
http://en.wikipedia.org/wiki/Old_Englishhttp://en.wikipedia.org/wiki/Latinhttp://en.wikipedia.org/wiki/Shoehttp://en.wikipedia.org/wiki/Ancient_Greekhttp://en.wikipedia.org/wiki/Sock#cite_note-online_etymology_dictionary-3http://en.wikipedia.org/wiki/Naalbindinghttp://en.wikipedia.org/wiki/Oxyrhynchushttp://en.wikipedia.org/wiki/Victoria_and_Albert_museumhttp://en.wikipedia.org/wiki/Victoria_and_Albert_museumhttp://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/wiki/File:Islamic_sock.jpghttp://en.wikipedia.org/wiki/File:Early_socks.jpghttp://en.wikipedia.org/wiki/Old_Englishhttp://en.wikipedia.org/wiki/Latinhttp://en.wikipedia.org/wiki/Shoehttp://en.wikipedia.org/wiki/Ancient_Greekhttp://en.wikipedia.org/wiki/Sock#cite_note-online_etymology_dictionary-3http://en.wikipedia.org/wiki/Naalbindinghttp://en.wikipedia.org/wiki/Oxyrhynchushttp://en.wikipedia.org/wiki/Victoria_and_Albert_museumhttp://en.wikipedia.org/wiki/Victoria_and_Albert_museumhttp://en.wikipedia.org/wiki/Egypt


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attached to loops formed while knitting the leg. This practice allowed the heel to

!e easily replaced when it wore ot.

Socks have evolved over the centries from the earliest models which were made

from animal skins gathered p and tied arond the ankles. *n the 7th centry :;"

the Ancient reekswore socks from matted animal hair for warmth.

Theomansalso wrapped their feet with leather or woven fa!rics. :y the 5th

centry A" socks called pttees were worn !y holy people in/ropeto

sym!olise prity. :y 1%%% A" socks !ecame a sym!ol of wealth among the

no!ility.


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may !e a key part of the niforms for sports" allowing players teams to !e

distingished when only their legs are clearly visi!le.

The township-level district of atangin the city

of =h>iin =he>iang?rovince" ?eople+s ep!lic of ;hina" has !ecome known

as Sock ;ity. The town crrently prodce 7 !illion pairs of socks each year" ()a

third of the world+s sock prodction" effectively creating two pairs of socks for

every person on the planet on 2%11.(&)

St"$*!

ain!ow striped toe socksworn withthongsandals


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socks' are today considered female garments. They were widely worn !y children"

!oth !oys and girls" dring the late-19th and early-2%th centries." althogh the

poplarity varied widely from contry to contry.

A toe sockencases each toe individally the same way a finger is encased in

a glove" while other socks have one compartment for the!ig toeand one for the

rest" like a mitten most nota!ly Bapanese ta!i. :oth of these allow one to

wear flip-flopswith the socks. ,eg warmers" which are not typically socks" may

!e replaced with socks in cold climate.

A!siness sockis a term for a colored sock for conservative appearance and

casal foot wear. The term is often sed loosely to indicate a term for a

conservative office setting. o!. These socks sally have patterns and

are known to !e a case for !leach stains in landry machines de to their colored

manfactring process and dyed attri!tes.

The Ancient /gyptian style of sock is a !lend !etween modern Cestern socks and

Bapanese ta!i" !oth of which it predates. ,ike ta!i" /gyptian socks have one

compartment for the !ig toe and another for the rest" permitting their se with

sandals like Cestern socks" they fit sngly to the foot and do not se fasteners

like ta!i.

Si+*!

1%
http://en.wikipedia.org/wiki/Toe_sockshttp://en.wikipedia.org/wiki/Glovehttp://en.wikipedia.org/wiki/Halluxhttp://en.wikipedia.org/wiki/Mittenhttp://en.wikipedia.org/wiki/Tabihttp://en.wikipedia.org/wiki/Flip-flopshttp://en.wikipedia.org/wiki/Leg_warmerhttp://en.wikipedia.org/w/index.php?title=Business_sock&action=edit&redlink=1http://en.wikipedia.org/wiki/Toe_sockshttp://en.wikipedia.org/wiki/Glovehttp://en.wikipedia.org/wiki/Halluxhttp://en.wikipedia.org/wiki/Mittenhttp://en.wikipedia.org/wiki/Tabihttp://en.wikipedia.org/wiki/Flip-flopshttp://en.wikipedia.org/wiki/Leg_warmerhttp://en.wikipedia.org/w/index.php?title=Business_sock&action=edit&redlink=1


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@nee-high white socks" often worn as part of a school niform

See a("o1 S!oe "i5e

*n the #nited @ingdom" a sock+s siDe is similar to the person+s shoe siDe for

eample" a foot that has a shoe siDe of 9 wold reEire a sock siDed 7-1%.

*n some other parts of the world socks are siDed differently than Socks . *n the

#.S. nmerical sock siDe is the length of the foot in inches" whereas shoe siDe is

not.

Sock lengths vary" from ankle-high to thigh level.

S,ort!

For t!e )a"e)a(( #nior'- "eeBa"e)a(( #nior'6Stoc%ing" an$ pant".

Fost sports will reEire some sort of sock" sally a t!e sock to protect one+s

legs from !eing scraped while participating in sport activities. *n !asket!all" t!e

socks are worn" and in lacrosse" mid-calf socks are reEired. *n foot!all" knee

socks are sed. They are mostly to stop grass !rns.

Ot*r u!*! o t* /ord

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http://en.wikipedia.org/wiki/School_uniformhttp://en.wikipedia.org/wiki/Shoe_sizehttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Baseball_uniform#Stockings_and_pantshttp://en.wikipedia.org/wiki/File:Scholsocks2.jpghttp://en.wikipedia.org/wiki/School_uniformhttp://en.wikipedia.org/wiki/Shoe_sizehttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Baseball_uniform#Stockings_and_pants


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The layer of leather or other material covering the insole of a shoe is also referred

to as a sock. Chen only part of the insole is covered" leaving the forepart visi!le"

this is known as a half-sock.(7)

A)out ( ROECT

R(/ M(t*ri($!

The most commonly sed fi!ers for the manfactring of Socks are silk"polyester"

wooland wool !lends" acetate" rayon" nylon" cotton" linen" and ramie. Socks made

from silk represent a!ot 4% percent of the market. aw silk is primarily imported

from ;hina and" to a far lesser etent" :raDil. omestic weavers of tie fa!rics !y

their silk yarnin its natral state and have it finished and dyed !y specialists.

Technological advances have made possi!le the se of microfi!er polyesters"

which prodce a rich" soft fa!ric resem!ling silk and which can !e com!ined with

natral or other artificial fi!ers to prodce a wide range of effects.

D*!i%n

The design of Socksis an interactive process !etween weavers and tie

manfactrers. :ecase small Eantities in any given pattern and color are

prodced" and !ecase fa!rics can !e so comple" tie fa!ric weavingis seen as an

art form !y many in the indstry.

*f a new design is reEested" time is spent developing ideas" prodcing sample

goods" and !ooking orders against the samples. Fost of the time" however"

weavers work with open-stock items $designs that have !een previosly sed and

have a lasting appeal'. Ceavers se compteriDed silk screens" a process that hasreplaced the more time and la!or-intensive manal silk-screening. Chen working

with a standard design" the designer fills in each year+s poplar colors" changing

!oth !ackgrond and foregrondcolors" making it !roader or narrower" larger or

smaller" according to demand. The manfactrer offers inpt and refinements in

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http://en.wikipedia.org/wiki/Sock#cite_note-8http://www.answers.com/topic/polyesterhttp://www.answers.com/topic/woolhttp://www.answers.com/topic/acetatehttp://www.answers.com/topic/rayonhttp://www.answers.com/topic/nylonhttp://www.answers.com/topic/linenhttp://www.answers.com/topic/ramiehttp://www.answers.com/topic/yarnhttp://www.answers.com/topic/weavinghttp://www.answers.com/topic/foregroundhttp://en.wikipedia.org/wiki/Sock#cite_note-8http://www.answers.com/topic/polyesterhttp://www.answers.com/topic/woolhttp://www.answers.com/topic/acetatehttp://www.answers.com/topic/rayonhttp://www.answers.com/topic/nylonhttp://www.answers.com/topic/linenhttp://www.answers.com/topic/ramiehttp://www.answers.com/topic/yarnhttp://www.answers.com/topic/weavinghttp://www.answers.com/topic/foreground


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coloration and patterns. *f willing to commit to a large amont of yardage" a

manfactrer can also develop his or her own design and commission a weaver to

prodce it. 0nce the design is complete" it is sent to mills where it is imprinted

onto 4%-yard !olts of silk.

The main components of a Socks are the oter fa!ric" or shell" the interlining$!oth

ct on the !ias'" and the facing or tipping" which is stitchedtogether !y a resilient

slip-stitch so that the finished tie can give while !eing tied and recover from

constant knotting. The Eality of the materials and constrction determines if a tie

will drapeproperly and hold its shape withot wrinkling.

A well-ct lining is the essence of a good Socks. This interlining determines notonly the shape of the tie !t also how well it will wear. Therefore" it mst !e

properly coordinated in !lend" nap" and weight to the shell fa!ric. ,ightweight

oter material may reEire heavier interlining" while heavier oter fa!rics need

lighter interlining to give the necessary hand" drape" and recovery.

Co!t ,ric*

A !randed or a designer tie can set yo !ack !y anywhere !etween s 1%% to s

1%%%. Apart from leading names" there is also the norganised market where

polyester printed ties can !e !oght for as low as s 1%%. *ndstry sorces say !ig

!rands often otsorce work to a local manfactrer and then sell it at a fat price

on their own la!els. The manfactring cost of a tie varies !etween s 2% to s

1"%%% and once !randed it sells at a mch higher cost" Fr. Shripal athod" a local

manfactrer of Socks. And so" looking for a direct prchase with an eye for good

design cold save yo money.

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http://www.answers.com/topic/yardagehttp://www.answers.com/topic/interlininghttp://www.answers.com/topic/stitchhttp://www.answers.com/topic/resilienthttp://www.answers.com/topic/drapehttp://www.answers.com/topic/wrinklinghttp://www.answers.com/topic/naphttp://www.answers.com/topic/yardagehttp://www.answers.com/topic/interlininghttp://www.answers.com/topic/stitchhttp://www.answers.com/topic/resilienthttp://www.answers.com/topic/drapehttp://www.answers.com/topic/wrinklinghttp://www.answers.com/topic/nap


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&i!tor" o Soc!

Fany events in the history of mankind eventally fade into o!livion" !t others"

leave their indeli!le marks for the entire world to see. Fore than 35% years ago"

the ;roats initiated one sch inflential occrrence. Althogh started in the 1&th

centry in a small region on the Adriatic coast" the conseEences of this event are

still very mch evident the world over. %% million people now wear the

!iEitos sym!ol of ;roatia arond their necks" close to their hearts.

:elieve it or not ;roatia is the mother contry of the modern Socks !t

archaeological evidence of the se of Socksgoes !ack to the ;hinese and the

omans almost two millennims !ack.

Cin(! 'ir!t *#,*ror.

The earliest known version of the Socks has !een fond in the massive

masolem of ;hina+s first emperor" Shih Gang Ti" who was !ried in 21% :.;.

esperately afraid of death" the emperor wanted to slaghter an entire army toaccompany him into the net world. Gis advisers ltimately persaded him to take

life-siDe replicas of the soldiers instead.

The reslt is one of the marvels of the ancient world. #nearthed in 19&4 near the

ancient capital city of Hian" the tom! contained an astonishing &"5%% life-siDe

terracotta replicas of Shih Gang Ti+s famed fighting force. ,egions of officers"

soldiers" archers and horsemen" all carved in meticlos detail" gard the

emperor+s sarcophags. The armor" niforms" hair" and facial epressions of the

soldiers are reprodced in eEisite detail. /ach figre is different - ecept in one

respectI all wear neck cloths.

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C&ATER -II

OBECTIES O' T&E STUDY

To know about the marketing strategies of top 5 Brands of Socks.

To know about the customer satisfaction

To Know about the pricing to Socks.

To stdy which factor inflence mostJ

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RESEARC& MET&ODOLOGY

RESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing

research project. It specifies the details of the procedures necessary for obtaining the

information needed to structure and/or solve marketing research problem.

On the basis of fundamental objectives of the research we can classify research design

into two general types:

1) EXPLORATORY RESEARCH

2) CONCLUSIVE RESEARCH

Eploratory research is one type of research design! which has its primary

objective the provision of insights into! and comprehension of! the problem situation

confronting the researcher.

"onclusive research is designed to assist the decision maker in determiningevaluating and selecting the best course of action to take in a given situation.

"onclusive research can be further divided into two types:#

Descriptive

Experie!t"#

$he research design used in this project is a %E&"'I($I)E %E&I*+.

%escriptive study as the name implies is designed to describe something#for eample

the characteristics of users of a given product! the degree to which the product use the

varies with income! age! etc.

SAMLING TEC&NI4UE USED5

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T$is rese"rc$ $"s %se& c'!ve!ie!ce s"p#i!( tec$!i%e*

,- "onvenience sampling tec$!i%e+ "onvenience samplingis %se& i! exp#'r"t'r,

rese"rc$ -$ere t$e rese"rc$er is i!tereste& i! (etti!( "! i!expe!sive

"ppr'xi"ti'! '. t$e tr%t$* As t$e !"e ip#ies/ t$e s"p#e is se#ecte& 0ec"%se

t$e, "re c'!ve!ie!t*

SELECTION O' SAMLE SI6E5

or the study! a sample sie of 01 has been taken into consideration.

SOURCES O' DATA COLLECTION5

'search will be based on two sources:

,. (rimary data

2. &econdary data

17 RIMARY DATA5

3uestionnaire: (rimary data was collected by preparing 4uestionnaire and the people

were randomly being re4uested to fill them.

27 SECONDARY DATA5

&econdary data will consist of different literatures like books which are published!

articles! internet and websites.In order to reach relevant conclusion! research work needed to be designed in a proper

way.

STATISTICAL TOOLS USED

$he main statistical tools used for the collection and analyses of data in this project are: 3uestionnaire (ie "harts :ar ;harts

,ine ;harts

;olmn ;hartsender K FLiceJ

Gow can the marketer of orange >ice get a consmer like yo to eert more effort

into information search or to consider alternative prodctsJ Gow is it that the

marketer of yor !rand got yo to ignore alternative competing !randsJ Chat is

the involvement of salespeople in sales promotions that might !e associated with

prodcts sch as orange >iceJ

;onsmer !ehavior researchers are not so interested in stdying the validity of the

a!ove generic model" !t are more interested in varios factors that inflence how

sch a model might work and what are the factors" which inflenced consmer-

!ying !ehavior.

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(uma &Eu#( SE$officially !randed as UMA' is a ma>or erman mltinational

companythat prodces athletic and casal footwear" as well as sportswear"

headEartered inGerDogenarach" :avaria" ermany. The company was formed in

1924 as Ge)r7$er Da""(er Sc!#!a)ri%!y Adolfand dolf assler. Therelationship !etween the two !rothers deteriorated ntil the two agreed to split in

1947" forming two separate entities"A$i$a"andP#'a. :oth companies are

crrently !ased in GerDogenarach" ermany.

?ma makes foot!allSocks and has sponsored a nm!er of foot!allers"

inclding ?el"/s!io" Bohan ;ri>ff" /nDo


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with the company+s name" in 1947. ?ma+s shoe designs featre the distinctive


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$he company was founded on @anuary 26! ,B< as #%e Ri00'!

Sp'rtsby 5ill 5owermanand (hil Cnight!8,9and officially became +ike! Inc.

on >ay 01! ,?,. $he company takes its name from +ike=*reek DFG!

pronounced [nk]-! the *reek goddess of victory. +ike markets itsproducts under its own brand! as well as +ike *olf! +ike (ro! +ikeH!Air

@ordan! +ike &kateboarding! and subsidiaries including urley

Internationaland"onverse. +ike also owned 5auer ockey =later

renamed +ike 5auer- between ,6 and 211J! and previously owned "ole

aanand mbro.869In addition to manufacturing sportswear and

e4uipment! the company operates retail stores under the +iketown name.+ike sponsors many high#profile athletes and sports teams around the

world! with the highly recognied trademarks of K@ust %o ItK and

the &wooshlogo.

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http://en.wikipedia.org/wiki/Bill_Bowermanhttp://en.wikipedia.org/wiki/Phil_Knighthttp://en.wikipedia.org/wiki/Nike,_Inc.#cite_note-BRS-1http://en.wikipedia.org/wiki/Nike_(mythology)http://en.wikipedia.org/wiki/Help:IPA_for_Greekhttp://en.wikipedia.org/wiki/Nike%2Bhttp://en.wikipedia.org/wiki/Air_Jordanhttp://en.wikipedia.org/wiki/Air_Jordanhttp://en.wikipedia.org/wiki/Nike_Skateboardinghttp://en.wikipedia.org/wiki/Hurley_Internationalhttp://en.wikipedia.org/wiki/Hurley_Internationalhttp://en.wikipedia.org/wiki/Converse_(shoe_company)http://en.wikipedia.org/wiki/Nike_Bauerhttp://en.wikipedia.org/wiki/Cole_Haanhttp://en.wikipedia.org/wiki/Cole_Haanhttp://en.wikipedia.org/wiki/Umbrohttp://en.wikipedia.org/wiki/Nike,_Inc.#cite_note-5http://en.wikipedia.org/wiki/Just_Do_It_(Nike)http://en.wikipedia.org/wiki/Swooshhttp://en.wikipedia.org/wiki/Bill_Bowermanhttp://en.wikipedia.org/wiki/Phil_Knighthttp://en.wikipedia.org/wiki/Nike,_Inc.#cite_note-BRS-1http://en.wikipedia.org/wiki/Nike_(mythology)http://en.wikipedia.org/wiki/Help:IPA_for_Greekhttp://en.wikipedia.org/wiki/Nike%2Bhttp://en.wikipedia.org/wiki/Air_Jordanhttp://en.wikipedia.org/wiki/Air_Jordanhttp://en.wikipedia.org/wiki/Nike_Skateboardinghttp://en.wikipedia.org/wiki/Hurley_Internationalhttp://en.wikipedia.org/wiki/Hurley_Internationalhttp://en.wikipedia.org/wiki/Converse_(shoe_company)http://en.wikipedia.org/wiki/Nike_Bauerhttp://en.wikipedia.org/wiki/Cole_Haanhttp://en.wikipedia.org/wiki/Cole_Haanhttp://en.wikipedia.org/wiki/Umbrohttp://en.wikipedia.org/wiki/Nike,_Inc.#cite_note-5http://en.wikipedia.org/wiki/Just_Do_It_(Nike)http://en.wikipedia.org/wiki/Swoosh


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Adidas

"&i&"s AG is a *erman multinational corporationthat designs and

manufactures sports clothing and accessories based

in erogenaurach!5avaria! *ermany. It is the holding companyfor the

Adidas *roup! which consists of the'eeboksportswear

company! $aylor>ade#Adidasgolf company

=includingAshworth-!'ockport! and .,L of " 5ayern >unich. 5esides

sports footwear! Adidas also produces other products such as bags! shirts!

watches! eyewear! and other sports# and clothing#related goods. Adidas is

the largest sportswearmanufacturer in *ermany and Europe and the

second biggest sportswear manufacturer in the world.809

Adidas was founded in ,


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'eebok

R**)o Int*rn(tion($ Li#it*d" a s!sidiary of the erman

company Adidassince 2%%5"(4)is a prodcer of athletic Socks " clothing" and

accessories. The name comes from the Afrikaansspelling of rhe!ok" a type of

African antelopeor gaDelle. *n 179% in Golcom!e :rook" a small village si miles

north east of :olton" reater Fanchester" Boseph Cilliam oined with his sons"

and fonded a shoe company named .;. 'o!t*r (nd Son!in 1795.(5)

*n 1957" two of the fonder+s grandsons Boe and Beff


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,evi Strass 8 ;o.

L*:i Str(u!! < Co.Lliva s tr sL" also known as LSeans and different lines of casal and

street fashion.(4)


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epanded the firm+s clothing line !y adding new fashions" inclding stone-washed

>eans throgh the acEisition of reat Cestern arment ;o.$C'" a ;anadian

clothing manfactrer" and introdcing ?ermanent ?ress trosers nder the Sta-

prest name.

The company eperienced rapid epansion of its manfactring capacity from 1

plants to more than 3 plants in the #nited States from 194 to 19&4 and 23

overseas. They sed pay for performance manfactring from the sewing

machine operator level p.

2%%4 saw a sharp decline of C in the face of glo!al otsorcing" so the

company was closed and the /dmonton manfactring plant sht down.

(5)The ockers!rand" lanched in 197()which is sold largely throgh

department store chains" helped the company grow throgh the mid-199%s" as

denim sales !egan to fade. ockers were introdced into /rope in 199. ,evi

Strass attempted to sell the ockers division in 2%%4 to relieve part of the

company+s Y2. !illion otstanding de!t.(&)

,anched in 2%%3" ,evi Strass Signatre featres >eanswear and casalwear. (7)*n

ovem!er 2%%&" ,evi+s released a mo!ile phone in co-operation with Fode,a!s.

Fany of the phone+s cosmetic attri!tes are cstomisa!le at the point of prchase.

27
http://en.wikipedia.org/wiki/Great_Western_Garment_Co.http://en.wikipedia.org/wiki/Levi_Strauss_&_Co.#cite_note-5http://en.wikipedia.org/wiki/Dockershttp://en.wikipedia.org/wiki/Levi_Strauss_&_Co.#cite_note-6http://en.wikipedia.org/wiki/Levi_Strauss_&_Co.#cite_note-7http://en.wikipedia.org/wiki/Levi_Strauss_&_Co.#cite_note-autogenerated1-8http://en.wikipedia.org/wiki/Great_Western_Garment_Co.http://en.wikipedia.org/wiki/Levi_Strauss_&_Co.#cite_note-5http://en.wikipedia.org/wiki/Dockershttp://en.wikipedia.org/wiki/Levi_Strauss_&_Co.#cite_note-6http://en.wikipedia.org/wiki/Levi_Strauss_&_Co.#cite_note-7http://en.wikipedia.org/wiki/Levi_Strauss_&_Co.#cite_note-autogenerated1-8


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C&ATER II

MAR9ETING STRATEGY

Farketing Strategy

ike+s marketing strategy is an importantcomponent of the company+s sccess.

ike is positioned as a premim-!rand " sellingwell-designed and epensive

prodcts.

ike lres cstomers with a marketing strategycentering arond a !rand image

which is attained!y distinctive Z swooshO logo and the advertisingsloganI Bst do

it.

ike promotes its prodcts !y sponsorshipagreements with cele!rity athletes"

professionalteams and college athletic teams. ike+smarketing micontains

manyelements

esidespromotion.4.Advertising.:eatles song7.Gorror ad4. ?retty ad

29
http://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Marketing_mix


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CHAPTER 3 VIII

AOUT CO4PETITORS

3%


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CHAPTER 3 IX

DATA ANALYSIS AND INTERPRETATION

Ret"i#ers s%rve, res%#t '. S"("r

31


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>enNs CidNs omenNs

market BB ,0 2,

C%st'er s"tis."cti'! "s per s%rve, res%#ts

32


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Availability %urability price Advertising variety&atisfied ,< 2J ,B ,, 2?nsatisfied 2B ,2 2< ,, 2?

33

o.0f?eople


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C%st'er pre.ere!ces "s per s%rve, res%#t

+ike 'eebok Pevis Adidas Others(eople in


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56HICH RAND DO YOU PRE7ER8

RAND PERCECENTAGE 9:) 7RE;UENCY

'eebok 0< 0? ?@

C$e"per 0r"!& 1= 2

A!, 't$er 0r"!& 2= B

&ame brand"heaper

brand Any other

brand

'E3:E+"Q

(E'"E+$A*E=L-

6J

,B 2B

J?

20


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56HAT 7ACTORS IN7LUENCE YOU TO GO 7OR A PARTICULAR RAND8

IN7LUENCE PERCENTAGE 9:) 7RE;UENCY;%"#it, @B 111

Price > ?

D%r"0i#it, 1 2

V"riet, ? 11

A!, 't$er

?

Documents

Final Socks - Safali