A PROJECT REPORT ON

ADITYA BIRLA-ESPRIT WITH RESPECT

TO CONSUMER SATISFACTION
Submitted to Sri Krishnadevaraya
University, Bellary in partial fulfillment of
BBM 1st year for the academic year 20142015.

Submitted by:
Name: Anjali Gour

Under the guidance of:

Prof. Prakash Kattimani
DEPARTMENT OF BBM
VIJAYANAGAR COLLEGE, HOSPET-583201

VIJAYNAGAR COLLEGE, HOSPET

CERTIFICATE
This is to certify that Anjali Gour has
prepared this project report entitled ADITYA
BIRLA- ESPRIT
WITH RESPECT TO ITS CONSUMER
SATISFACTION under my guidance and
supervision. This project embodies the result
of his efforts and investigations to the
concern.

Place: Hospet
Date:
Prakash Kattimani

Guide:
Prof

VIJAYNAGAR COLLEGE, HOSPET

CERTIFICATE

This is to certify that Anjali Gour, student of

BBM second year of VIJAYANAGAR COLLEGE
has undergone learning at Aditya BirlaEsprit, on the topic of consumer satisfaction.
He has prepared his project under our
supervision and guidance.
Prof. Prakash Kattimani
Prof. Police Patil

Coordinator of Dept of Management

Vijayanagar College, Hospet
Vijayanagar College,Hospet

Date:
Place: HOSPET

Declaration

Principal,

I, Ms Anjali Gour, BBM second year student of Sri

Krishnadevaraya University, Bellary. Hereby declare
that I have completed the project titled ADITYA
BIRLA-ESPRIT WITH RESPECT TO ITS CONSUMER
SATISFACTION during the academic year 2014-2015.
The report work is original and the information/data
included in the report is true to the best of my
Knowledge. The imperial findings and suggestions in
the project are based on the data collected by me. This
project has been carried by me without any
benchmarking.

Date:
Place: Hospet
Gour

Ms. Anjali

ACKNOWLEDGEMENT

I would like to express my deep sense of gratitude to all

the concerned faculty of the Department of Bachelor of
Business Management, Vijayanagar College, Hospet for
giving an opportunity to do this project which helped
me to understand the real working environment.
I sincerely express my gratitude to my beloved Principal
Dr Police Patil and Coordinator Prof. Prakash Kattimani
for their valuable support in preparing this project
report.
I will be failing in my duty, if I dont express my sincere
thanks to my parents, relatives and friends for their
sustained encouragement and cooperation in making
this project report.

Date:
Place: Hospet
Anjali Gour

Ms

Contents
i.
ii.
iii.
iv.
v.
vi.
vii.
viii.
ix.
x.
xi.
xii.
xiii.

Objectives, scope & limitations

About Aditya Birla company
History Of Adity Birla company
About Esprit
PEST Analysis
Industrial analysis
Brand positioning
Competitors of Cadbury
Promotional analysis
SWOT Analysis
Conclusion & Recommendation
Questionnaire
Bibliography

OBJECTIVES OF THE PROJECT

To know about the level of acceptability of the product-Esprit by the

consumers currently.

To understand views of the consumers regarding the product.

To analyse the future potential market for Esprit.

To locate & identify the leading company & competitors for the
company.

SCOPE

With respect to Retail Finance, study and analyze the financial

statements and ratios of ADITYA BIRLA GROUP.

With respect to Retail Promotion, studying the promotional activities

of the brand ESPRIT for the months of January, February and March.

With respect to Retail Branding, studying the brand audit and

developing a brand identity prism of ESPRIT.

LIMITATIONS

Limited information gathering sources.

The primary and secondary data are limited and are constrained by
the availability and approachability.

Research is confined to small area i.e. Delhi and NCR.

It is difficult to arrange meetings for interview with industry experts.

Sometimes consumers due to lack of time provide irrelevant

information hence the end analysis might not be accurate.

ABOUT ADITYA BIRLA COMPANY

A US$ 30 billion corporation, the Aditya Birla Group is in the League of

Fortune 500. An extraordinary force of 130,600 employees, belonging to
40 different nationalities, anchors it. In the year 2009, the Group was
ranked among the top six great places for leaders in the Asia-Pacific
region, in a study conducted by Hewitt Associates, RBL Group and Fortune
magazine. In India, the Hewitt-Economic Times and Wall Street Journal
Study 2007 have adjudged the Group the best employer in India and
among the top 20 in Asia.
Over 60 per cent of the Group's revenues flow from its overseas
operations. The Group operates in 27 countries Australia, Bahrain,
Bangladesh, Brazil, Canada, China, Egypt, France, Germany, Hungary,
India, Indonesia, Italy, Korea, Laos, Luxembourg, Malaysia, Myanmar,
Philippines, Singapore, Sri Lanka, Switzerland, Thailand, UAE, UK, USA and
Vietnam.
Globally, the Aditya Birla Group is:
A metals powerhouse, among the world's most cost-efficient aluminium
and copper producers. Hindalco-Novelis is the largest aluminium rolling
company. It is one of the three biggest producers of primary aluminium
in Asia, with the largest single location copper smelter
No.1 in viscose staple fiber.
The fourth-largest producer of insulators
The fourth-largest producer of carbon black
The fifth-largest producer of acrylic fibre
The eighth-largest cement producer

Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where
success does not come in the way of the need to keep learning afresh, to keep

experimenting.

HISTORY
The roots of the Aditya Birla Group date back to the 19th century in the
picturesque town of Pilani, set amidst the Rajasthan desert. It was here that
Seth Shiv Narayan Birla started trading in cotton, laying the foundation for the
House of Birlas.
Through India's arduous times of the 1850s, the Birla business expanded
rapidly. In the early part of the 20th century, our Group's founding father,
Ghanshyamdas Birla, set up industries in critical sectors such as textiles and
fibre, aluminium, cement and chemicals. As a close confidante of Mahatma
Gandhi, he played an active role in the Indian freedom struggle. He
represented India at the first and second round-table conference in London,
along with Gandhiji. It was at "Birla House" in Delhi that the luminaries of the
Indian freedom struggle often met to plot the downfall of the British Raj.
Ghanshyamdas Birla found no contradiction in pursuing business goals with
the dedication of a saint, emerging as one of the foremost industrialists of preindependence India. The principles by which he lived were soaked up by his
grandson, Aditya Vikram Birla, our Group's legendary leader.

Aditya Vikram Birla: putting India on the world map A formidable force
in Indian industry, Mr. Aditya Birla dared to dream of setting up a global
business empire at the age of 24. He was the first to put Indian business on
the world map, as far back as 1969, long before globalisation became a
buzzword in India.
In the then vibrant and free market South East Asian countries, he ventured to
set up world-class production bases. He had foreseen the winds of change and
staked the future of his business on a competitive, free market driven
economy order. He put Indian business on the globe, 22 years before
economic liberalisation was formally introduced by the former Prime Minister,
Mr. Narasimha Rao and the former Union Finance Minister, Dr. Manmohan
Singh. He set up 19 companies outside India, in Thailand, Malaysia, Indonesia,
the Philippines and Egypt.

Interestingly, for Mr. Aditya Birla, globalisation meant more than just
geographic reach. He believed that a business could be global even whilst
being based in India. Therefore, back in his home-territory, he drove singlemindedly to put together the building blocks to make Indian business a global
force. Under his stewardship, his companies rose to be the world's largest
producer of viscose staple fibre, the largest refiner of palm oil, the thirdlargest producer of insulators and the sixth-largest producer of carbon black.
In India, they attained the status of the largest single producer of viscose
filament yarn, apart from being a producer of cement, grey cement and rayon
grade pulp.
At the time of his untimely demise in 1995, the Group's revenues crossed
Rs.8,000 crore globally, with assets of over Rs.9,000 crore, comprising of 55
benchmark quality plants, an employee strength of 75,000 and a shareholder
community of 600,000.
Most importantly, his companies earned respect and admiration of the people,
as one of India's finest business houses, and the first Indian international
Group globally. Through this outstanding record of enterprise, he helped
create enormous wealth for the nation, and respect for Indian
entrepreneurship in South East Asia. In his time, his success was unmatched
by any other industrialist in India

VISION
To be a premium global conglomeratewith a clear focus on each business.

MISSION
To deliver superior value to our customers, shareholders, employees and
Society at large.

VALUES

Integrity

Commitment

Passion

Seamlessness

Speed

ESPRIT

Esprit was founded in 1968 in San Francisco, USA

Esprit is an international youthful lifestyle brand
The Group operates more than 800 directly managed retail stores
worldwide
It occupies total selling space of over 1.1 million square meters in more
than 40 countries.
Esprit licenses its logo to third-party licensees that offer products
bearing the same Esprit quality and essence to consumers
Madura Garments, a unit of Aditya Birla Nuvo and Esprit entered into a
partnership in 2005 to target the growing premium retail market in India
Esprit is listed on the Hong Kong Stock Exchange since 1993 and is a
constituent stock in the Hang Seng Index, MSCI Hong Kong Index, FTSE
All-World Index for Hong Kong and S&P/HKEx LargeCap Index and S&P
Asia 50 Index
Esprit also operates the Red Earth cosmetic brand which includes

cosmetics, skin care and body care products

The Esprit flagship stores feature both current Esprit fashion lines and
licensee products under one roof. Esprit has an architecture department
that is responsible for the worldwide design of its stores.
Esprit also operates the Red Earth cosmetic brand which includes
cosmetics, skin care and body care products

PEST ANALYSIS
POLITICAL ENVIRONMENT

Under the NTP 2000,foreign firms may now invest up to 100 percent in
the apparel sector without any export obligation.
To boost exports and encourage new industry investment, the GOI under
the quota entitlement policy increased the share of quotas.
Increase of 10 % in excise duty has led to the hike in apparel prices.

ECONOMIC ENVIRONMENT

 Rise in standard of living

Price and quality
Cost of labour
Collaboration and joint ventures
Our market is upper middle class
Growth rate -according to Mc Kinsey's report there will be growth of 40%
by2025 which was 5% in 2005
Apparel outsourcing from India - the country with the biggest 'Growth
Potential' and a dynamic economy growing at 7%, international retailers
and importers can confidently make critical sourcing decisions
SOCIAL ENVIRONMENT

Changing lifestyle of youth

Mall culture coming up
Discounts on apparel outlets
Brand conscious

TECHNOLOGICAL ENVIRONMENT

On line shopping

 Text messaging to loyal customers

Advertising on Social networking site: Facebook
Shopping through credit and debit cards
Changes in technology brings in innovation of new products

INDUSTRIAL ANALYSIS
The Federation of Readymade Garments said raw cotton prices had shot up by 150%
and yarn by 100% and this has resulted in a 30% to 50% increase in prices of
readymade garments, hosiery goods and made-ups, putting immense pressure on the
industry.
Off late, the Indian garment industry has been in great demand in the international
markets due to the feel-good texture of the Indian textiles like silk.

The garment exporters India have witnessed a rise in the demand of their products in
the foreign market. Increasing opportunities for the exporters have opened new
horizons for the garment manufacturers as well.

The garments manufactured in India are exported through various marketing

Channels to countries like USA, Germany, France, Italy, Benelux, Denmark, United
Kingdom, Ireland, Greece, Spain, Portugal, Sweden, Finland, Austria, EU Countries,
Canada etc.

Globalization has helped the trade in many ways but due to globalization the
competition has increased and so it is not very easy for the firms to cope up with
so much competition, as they have to meet the deadlines and also maintain
quality.

As apparel industry is fashion driven, and fashion keeps changing, the firms have to
cope with the changing apparel industry trends and still complete orders in time.
Thus they usually have to work under pressure.
Apparel manufacturers are developing methods to keep up with the pace of change
like offering on wholesale prices to survive in the global competition.
Developments in the apparel industry are estimated to grow at very high pace and
will provide employment to a large number of people all across the world.

BRAND POSITIONING
SEGMENTATION

GEOGRAPHIC SEGMENTATION: In our chosen brand i.e. esprit

consumers are basically from metropolitan cities
such as Delhi ,
Bangalore etc, and these cities are high on urbanization .
DEMOGRAPHIC SEGMENTATION: Esprit has consumers whose age is
between 18-25 years and fall under upper middle class group who have
their income above 50,000.
PSYCHOGRAPHIC SEGMENTATION: Esprit symbolizes a status in the
society, so people wearing esprit show status in society, enhanced
appearance and show they are fashion updated.
BEHAVIOUR SEGMENTATION: consumers of esprit look upon the quality
and appearance of the product, they are highly brand loyal towards esprit

and buy their products on regular basis as well as on occasions and are
enthusiastic and have positive attitude towards the brand.

THE TARGET CUSTOMER

The target customers of esprit age between 18-25 years

Fall under the upper middle class group.
They have a trendy, stylish, modern outlook and lifestyle

POSITIONING
ESPRIT is an international, young brand that offers smart and affordable
luxury to its consumers of constantly being able to enrich their life with
something special and something new, which always corresponds to the
current tastes and styles. The brand constantly communicates to its
customers the security and guidance that they want in todays markets,
which have increasingly short-lived trends. Esprit provides an edgy and
fresh look to its consumers.

MAIN COMPETITORS OF ESPRIT

The main competitors of esprit are:
United colors of Benetton
Tommy Hilfiger

United colors of Benetton

The Benetton Group is present in over 120 countries around the world.
The commercial network of over 6,300 contemporary stores worldwide is
characterized both by prestigious locations in historic and commercial
centers and a widespread presence across the domestic market,
universally proposing a high level of quality and colorful products.

Tommy Hilfiger

Since 1985 the Tommy Hilfiger group has become a worldwide apparel
and retail company by offering its consumers beautifully designed and
high quality products including mens , womens and childrens apparels ,
sportswear , denim and a range of licensed products such as accessories ,
fragrances and home furnishings .
The company currently distributes its products in over 65 countries
including north America, Europe, central and south America and Asia
pacific and operates over 900 retail stores around the world.
Trough his irrelevant designs and bold marketing campaigns Hilfiger has
both influenced and developed lasting relationships with a wide range of
cultural influencers and trendsetters .
Hilfiger delivers superior quality and value to its customers. The brand has
the essence of classic American cool and provides a refreshing twist to
classic American fashion.
Tommy as a brand is all about color and patterns and a quirky sense of
humor. Tommy caters to the crowd that is willing to pay to look good.
Target customers are 20 -30 year old. The Tommy merchandize is
accessibly priced.

ESPRIT IS SIMILAR TO ITS COMPETITORS IN TERMS OF:

Range of products available, both United colors of Benetton and Tommy
Hilfiger have same product lines available in esprit i.e. t-shirts, shirts,
jeans, trousers, jackets, accessories such as watches, glares, jewelry, bags
for all men, women and kids.

ESPRIT IS DIFFERENT TO ITS COMPETITORS IN TERMS OF:

Styles and varieties that are available in esprit are not there in the
competitors store

Esprit focuses on the street style fashion while Tommy Hilfiger on

the other hand merchandize based on all American theme

Esprit gives an edgy and fresh look to its consumers which provides
them with an attitude which is not there in other stores

ESPRIT POSITIONING STATEMENT

BE INFORMED.BE INVOLVED.MAKE A DIFFERENCE

PROMOTION ANALYSIS
INTRODUCTION

Esprit is an international youthful lifestyle brand offering smart, affordable

luxury and bringing newness and style to life. The Group operates more
than 800 directly managed retail stores worldwide and distributes its
products via more than 14,000 wholesale locations internationally,
occupying total selling space of over 1.1 million square meters in more
than

40countries.

Esprit licenses its logo to third-party licensees that offer products bearing
the same Esprit quality and essence to consumers. Esprit also operates
the Red Earth cosmetic brand which includes cosmetics, skin care and
body

care

products.

Esprit is listed on the Hong Kong Stock Exchange since 1993 and is a
constituent stock in the Hang Seng Index, MSCI Hong Kong Index, FTSE AllWorld Index for Hong Kong and S&P/HKEx LargeCap Index and S&P Asia 50
Index.

SEGMENTATION

Market segmenting is dividing the market into groups of individual markets with
similar wants or needs that a company divides into distinct groups which have
distinct needs, wants, behavior or which might want different products & services

Four major segmentation bases for consumer markets :

1. Geographic segmentation
2. Demographic segmentation
3. Psycho-graphic segmentation
4. Behavioral segmentation

Flamboyant and Extravagant: Loves to spend on himself

Probably drives big car, high-end, foreign make

Age 18- 25

Cosmopolitan trends for young, fashion-conscious boys

Individual look

rebels between 8 and 14

Sporty and fashionable indoor and outdoor styles

Uncomplicated sportswear with a high wearing comfort

Elegant, trend-oriented business fashion

Men and kids that harmoniously combines fashion and

function

TARGETING

sporty and fashionable

feminine business looks

elegant, trend-oriented business fashion

men and kids that harmoniously combines fashion and

function

edc by Esprit very trendy instant range for 14 to 24-year-old

girls

edc men cosmopolitan trends for young, fashion-conscious

boys

edc bodywear trendy underwear for an individual look

edc youth by Esprit brand new styles for little rebels

between 8 and 14

Esprit has focused on two sectors: Esprit home with a

selection of furniture, carpets, wallpaper, lighting, living
accessories, home textiles and exclusive bathrooms; and the
kids world that ranges from maternity wear to toys and
buggies to nursery furniture.

POSITIONING

In the 20072008 business year, Esprit Holdings Limited generated

a worldwide sales of around EUR 3.25 billion (as of 30.06.2008).
Esprit operates more than 770 retail stores worldwide and
distributes products to more than 15,150 wholesale locations around

the globe. Esprit has more than 1.1 million square meters of retail
space in 40 countries.

The ESPRIT brand name is licensed to other manufacturers. In

addition, the group owns the Red Earth cosmetics brand.

The Esprit flagship stores feature both current Esprit fashion lines
and licensee products under one roof. Esprit has an architecture
department that is responsible for the worldwide design of its
stores.

The Group operates more than 835 directly managed retail stores
worldwide and distributes its products via more than 15,150
wholesale locations around the globe.

From 2008, India: Esprit is supporting a family education project in

India for SOS Childrens Village

2008, Ratingen: Esprit launches the new label de.corp ESPRIT

URBAN CASUAL young, urban and feminine

Ratingen: edc by Esprit becomes an independent brand with an

independent team and its own strategy. edc by Esprit mono-brand
stores present the complete edc product range

PROMOTION ANALYSIS

Invitations via e-mail (e.g. VIP Dayslimited to Esprit club members

only)

Esprit iPhone application:

o Application is free of charge, and enables Esprit fans,
customers, employees and all interested parties to keep up to
date with the latest Esprit news on their iPhone, anywhere and
at any time.

Esprit Facebook profile: It gives Esprit fans the opportunity to stay

informed, both online and via mobile devices, about current news
concerning the brands diverse fashion lines, events, styling tips,
shopping specials and so on, or to post on the wall.

We can also register online for regular newsletters to know about

latest styles.

Esprit club members get special discounts and free vouchers on

heavy purchases.

Sales are during the month of January- February and August

Mostly in-store promotions

Periodic ads in newspapers

Promotional Tools

The promotional tool for advertising ESPRIT as a brand are as

follows :
1. NEWSPAPER: will be advertising in well known newspaper, it is one
of the most popular way for advertising
2. SOCIAL NETWORKING SITES:will be creating a page on
FACEBOOK for store.

BUDGET
Cost for a front page 6/8 inches advertisement is Rs 2 lakh.

FOLLOWING ARE THE REASONS TO ADVERTIZE IN THE NEWSPAPER

1. FLEXIBILITY: newspapers unlike most media allow the advertiser to
build an ad in any size.
2. TRUST: it is one of the trustworthy mediums of communication
3. SELECTIVE VS INTRUSIVE: shoppers are less likely to accept
advertising that is spooned to them. They seek out advertising on
their own.
4. Newspapers add credibility to the brand being advertised. To
readers the advertisements are as important as the news.
5. RELIABILITY: it is one of the most valuable media in planning
shopping, most convenient, most up to date, most trustworthy,
believable and preferred.

SWOT ANALYSIS

STRENGTH
The Group operates more than 800 directly managed retail stores
worldwide and distributes its products via more than 14,000
wholesale locations internationally.

Esprit licenses its logo to third-party licensees that offer products

bearing the same Esprit quality and essence to consumers.

Brand offers smart, affordable luxury and bringing newness and style
to life.

Brand stays in touch with its consumer through social networking site

Provides special benefits to its loyal customers

Innovates and extends its product lines time to time

Wide range of products for: men, women and children

Esprit stopped the use of the controversial sandblasting technique in

its global production chain

WEAKNESS

 Less promotion
Targets only upper middle class
Targets only particular segment of society
Competition is high.
Large number of close competitors in the market

OPPORTUNITY
Esprit can promote heavily to pull in more customers
Extension of product width and depth
Market is gradually shifting towards branded readymade garments
High disposable income of consumer
Consumers are brand conscious
Opening up new stores
Organizing events to promote the brand

THREAT

 Rise in excise duty by 10% for apparels

To make balance between price and quality.
Geographical disadvantages
Continuous innovation is needed to meet consumer demands
High competition as there is many close competitors

Summary:

After the analysis of the company portfolio following interpretations

can be done:
About 40% of the customers of ESPRIT became familiar with the
brand through internet as In their online shops they offer the worlds
largest Esprit selection everything is clearly organised and
orderable with just a few clicks. Further advantages include:

free delivery

free returns in nearly all countries

flexible delivery address

secure payment via SSL encryption

e-points for Esprit club members

regular promotions and competitions

The brand believes in Quality first. It is an international youthful

lifestyle brand offering smart, affordable luxury and bringing
newness and style to life.

Approximately 62% of the customers prefer to buy the brand from

the mall as buying from malls gives them an option to choose and
have an experience of satisfied shopping with best provided
customer services.

The product mix of ESPRIT includes

Shirts
T- shirts
Jeans & trousers
Accessories
Bags & watches
Footwear
Shorts & skirts
Maximum purchased item is accessories as theres a huge range of
product in this category which includes glamour, gorgeous tales,
summer & fun, sweet animals, essentials, maritime, blossoms,
around the world, cross, and many more.

 It is considered to be a value for money brand as the price spent

on the brand is compensated by the quality it provides.

The closest competitor to ESPRIT is Tommy Hilfiger, followed by

Benetton, FCUK, Lacoste and Ralf lauren.

CONCLUSION
In the end I would say that Aditya Birla Group- Esprit has lived up to name

as it has been providing its best to its customers. It religiously follows its
mission and vision statements and strives for excellence. It is continuously
trying to expand and grow in the future. The company not only works for
the people outside but it always keeps in mind the well- being of its
people inside the organization and tries to provide them the best facilities
it can. Aditya Birla Nuvo is able to pay all of its debt and has a strong
financial backing . It is a good idea for investors to invest in this company.
It is performing well and is trying to work hard. The company has strong
chances of being more successful and reaching new heights.

Suggestion

Prices to be reduced
More of promotional activities
To maintain dominance in clothing industry
Grow volume of sales.

QUESTIONNAIRE

Dear Customer,
I, Yash of Vijayanagar College, Hospet for the partial fulfillment of BBM,
would like to make a survey of customer satisfaction towards Esprit.
Your cooperation is highly solicited.
Name:
Age:
Occupation:
Address:
Phone no:

1. How did you get to know about the brand ESPRIT?

Internet
Magazines
Hoardings
Newspapers
Friends & relatives
2. How frequently do you visit the brand ESPRIT?
Once a week
Once a month
Once in two months
Once in four months
3. From where do you prefer to buy this brand?
Exclusive outlets
Malls
High street
4. Do you feel the location of the brand is convenient?
Yes
No

5. What do you prefer to buy from ESPRIT?

Shirts
T- shirts
Jeans & trousers
Accessories

Bags & watches

Footwear
Shorts & skirts

6. How do you feel about the following parameters of the brand

good
average
bad
Styling
Variety
Designing
Fabric
Colours

7. What do you feel about the pricing of the brand?

Inexpensive
Value for money
Expensive
8. rank the following brands according to your preference
Tommy Hilfiger
FCUK
Ralf Lauren
Benetton
Calvin Klein
Lacoste
If any other, pl. Specify__________________________
9. Where else do you shop if not esprit?
1.
2.
3.
4.
5.

Zara
Benetton
Levis
Tommy Hilfiger
Guess

10. How would you compare other brands with esprit?

1.
2.
3.
4.
5.

Esprit stands out

Has good variety and styles
Gives tough competition
High pricing
Better quality

6. Latest trends
7. Not well advertized

Bibilography
http://content.icicidirect.com/newsiteContent/Research/DetailCompanyRes
earch.asp
http://www.adityabirla.com/the_group/index.htm
http://www.adityabirla.com/the_group/our_values.htm

http://www.adityabirla.com/the_group/heritage.htm
http://www.esprit.com/index.php?
command=Display&page_id=45&navi_id=50
http://www.wikipedia.org/