REGIONAL COLLEGE

OF PROFESSIONAL STUDIES & RESEARCH

Affiliated to MJP Rohilkhand University, Bareilly

Pilibhit Bypass, BAREILLY (UP)

PROJECT ON

HIDESIGN INIDIA PVT LTD

(TITLE OF PROJECT)

(LOGO OF PROJECT COMPANY)

2016-2017

SUBMITTED BY:

MALA YADAV

B.COM. (HONOURS) – II Year.

 REGIONAL COLLEGE
OF PROFESSIONAL STUDIES & RESEARCH
Affiliated to MJP Rohilkhand University, Bareilly
Pilibhit Bypass, BAREILLY (UP)

CERTIFICATE
THIS IS TO CERTIFY THAT THE PROJECT TITLED

“HIDESIGN INIDIA PVT LTD”

(Title of Project)
HAS BEEN PREPARED BY
MALA YADAV

AS PER REQUIREMENT OF CURRICULUM OF B.COM. (HONOURS)- II Year.

THIS WORK IS AS PER GUIDELINES LAID OUT FOR THE SAME AND IS WORTHY OF APPROVAL.

Signature of Panel of Teachers

Dr. Anjali Chaudhary
Dr. Priya Verma
Miss Surya Lata
 REGIONAL COLLEGE
OF PROFESSIONAL STUDIES & RESEARCH
Affiliated to MJP Rohilkhand University, Bareilly

Pilibhit Bypass, BAREILLY (UP)

ACKNOWLEDGEMENT
I AM EXTREMELY THANKFUL TO ALL THOSE WHO HAVE HELPED ME IN COMPLETION OF MY

PROJECT TITLED

“HIDESIGN INIDIA PVT LTD”.

MY PROJECT WOULD NOT HAVE COMPLETED WITHOUT THE ENCOURAGEMENT, GUIDANCE
AND MOTIVATION PROVIDED TO ME BY Dr. Anjali Chaudhary, Dr. Priya Verma and
Miss Surya Lata mam. LASTLY, I WOULD THANK ALMIGHTY GOD FOR GIVING ME
COURAGE, WILL AND INTELLIGENCE TO COMPLETE THIS WORK.

Mala Yadav

B.Com. (Hons)

II Year
 EXECUTIVE SUMMARY
Private banking is a concept which is new and fast emerging in the world of banking where

changes have become a necessity in order for banks to survive in this competitive environment

vis-à-vis not only from the public and private sector banks but also from the foreign banks. The

objective of the research is to explore the various products, which a private banker deals into

and the systematic process involved to match client requirements with the right kind of

product.

Through this research one of the main objectives is to explore the reason why most of the

banks are injecting private banking as business profile to their set of service offerings.

Though private banking evolved in late 80’s in Asia, in India its not more than 5 years old. ICICI

started it in Aug 2002 and since then it has been a remarkable success. Today there are

enormous solutions to cater client needs but what suits best to a client is where private banking

fits in. Every client will have different needs, liking and preferences. So a customized portfolio

for every client is the need of the day.

This research will highlight more on the product portfolio of ICICI Private Banking, how they

have changed or innovatively structured to be attractive and competitive.

 CHAPTER 1

RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
 CHAPTER 2

INTRODUCTION
 INTRODUCTION

Hidesign India Private Limited manufactures and retails individually handcrafted leather

products worldwide. It offers handbags and wallets for women; and bags and wallets for men.

The company also provides clutches, briefcases, travels bags, gift vouchers, laptop cases, belts,

and garments. It serves savvy and sophisticated urban professionals. The company offers its

products through its stores, a distribution network, and online. Hidesign India Private Limited

was founded in 1978 and is based in Puducherry, India with store locations in Australia, Austria,

Belgium, Germany, India, Ireland, Jamaica, Malaysia, Nepal, New Zealand, Oman, the Russian

Federation, South Africa, Sri Lanka, the United Kingdom, the United States, and Vietnam.

Hidesign India Private Limited is a Private incorporated on 22 November 2007. It is classified as

Non-govt company and is registered at Registrar of Companies, Chennai. Its authorized share

capital is Rs. 11,000,000 and its paid up capital is Rs. 10,200,000.It is inolved in Supporting and

auxiliary transport activities; activities of travel agencies.

Hidesign India Private Limited's Annual General Meeting (AGM) was last held on 30 September

2017 and as per records from Ministry of Corporate Affairs (MCA), its balance sheet was last

filed on 31 March 2017.

Directors of Hidesign India Private Limited are Jacqueline Kapur, Dilip Kapur and Subramanian

Karuthiruman.
 CHAPTER 3

ORGANIZATION STRUCTURE
 ORGANIZATION STRUCTURE

21st March 2014: India’s leading luxury leather & accessories brand Hidesign has announced

the launch of its new exclusive store in Kolkata’s coveted destination, Quest Mall. In Kolkata,

Hidesign is also available in City centre, City mall and South city.

Spread over an area of 500 sq ft, the Hidesign store at the Quest retails the entire range of

Hidesign product offerings. Quest has been touted as a fashion destination in Kolkata and

brings a large range of multi-brand outlets and international brands to the city. The Hidesign

store is the brand’s 4th exclusive store in Kolkata. The opportunity of interacting with the ideal

customer, the well-informed, career oriented, cosmopolitan consumer who appreciates well-

made, handcrafted products and is sensitive to ecological issues has encouraged Hidesign to be

present in all major locations across Kolkata. The brand speaks to the active lifestyle of the

career driven modern man and woman.

Dilip Kapur, President and Founder, Hidesign says “Kolkata has always had a special place in my

heart since I grew up speaking Bengali at the Sri Aurobindo Ashram. I share a special connection

with my clientele here. It’s a long term relationship and the bond has become stronger with

time. With this legacy and keeping loyalty factor in mind, we decided to launch our fourth store

in here and hope the expansion here continues. The Kolkata customer is extremely

knowledgeable about leather and our continuous success in this region reflects the depth of

our relationship with our customer here” says Mr. Kapur

The stores showcase an extensive collection of bags ranging from handbags for women, travel

bags, laptop bags, messengers, cross bodies and briefcases for men. An extensive range of small

leather goods are also available at the new Hidesign stores including wallets and belts. Along

with a strong growth in the Kolkata region, Hidesign’s online sales have also seen a strong

growth of 213% in the last quarter.

THE STORE DESIGN: Taking only 30 days of construction, the stores are custom designed by

Hidesign architecture team. The Hidesign stores at both the malls present customers with the

complete brand experience. Features such as a sensuous leather wall behind the cash counter,

wooden horizontal display shelves, and the embedding of the solid brass Hidesign ‘bull’ logo

onto the teakwood floor are true to our ethos of custom designed exclusive stores. Glowing

custom-made solid brass display racks merge beautifully with the trademark warm and cheerful

colour scheme of the store, in brown, cream and white. As always in Hidesign stores, the

fixtures of the store are hand-made in natural materials such as wood, brass and leather,

creating fresh and unusual designs that the brand is recognized for.

As a brand, Hidesign has always been closely connected with art, whether in the design and

nature of our product, the concepts behind the design of our stores, or in each season’s

advertising campaign, thematically representing the values that the brand stands for.

ABOUT HIDESIGN : Founded in 1978 by Mr. Dilip Kapur, Hidesign is a lifestyle group, which re-

defined the vision of luxury in India through an ethos of high quality, ecological values and

personalized service. Hidesign has established its name through its iconic leather brand based

on strong heritage of craftsmanship and innovation. Staying true to its core values, the group
has extended its concept of lifestyle by opening two luxury boutique hotels in Pondicherry, Le

Dupleix and Promenade.

By keeping its focus on a classic contemporary fashion statement with timeless yet edgy design,

Hidesign caters to a highly savvy and sophisticated urban professional. The leather collection

includes handbags, clutches, briefcases, wallets, laptop cases, belts and garments. Hidesign

stands out for its high quality natural leather and the smooth soft glow of its solid brass fittings.

With a global presence, the group has become one of the first Indian brands to be retailed at

premium international outlets – John Lewis, Selfridges and House of Fraser in the UK, Myers

and David Jones in Australia, Stuttafords in South Africa, Parksons in Vietnam and Robinsons in

South East Asia. Hidesign has grown to 84 exclusive stores and a distribution network in 23

countries. In India, the collection is available at all exclusive Hidesign outlets and leading retail

stores like Shoppers Stop, Lifestyle, The Bombay Store, Westside and Landmark.
 CHAPTER 4

PRODUCT RANGE
 PRODUCT RANGE

Merlin Laptop Bag

Approx Price: Rs 8,995/Unit

Do not compromise on style even when it comes to carrying your essentials to office every day

with this work wear bag for men from Hidesign. This trendy, bag has space to fit in your 15"

inch laptop and is made from vegetable tanned leather. It features a main zip compartment,

shoulder straps, a flap opening and a top handle.

Maverick Leather Bags

Approx Price: Rs 7,795/Unit

Accentuate your formal attire with this stylish leather bag. The bag is designed to ensure safety

to your ipad/tablet and store your other necessary files and belongings.
 Roma Leather Bag

Approx Price: Rs 15,295/Unit

Designed for the tall, dark, handsome man. It is a leather travel bag with style, for the man who

loves distinction. With large compartments and pockets, this bag is sure to be a favorite.

Eastwood Laptop sleeve

Approx Price: Rs 3,395/Unit

Eastwood, your classic Laptop sleeve with a modern twist of lime. The glossy green peeps out

from around the textured Manhattan leather in black.

 Jamaica Sunglasses
Approx Price: Rs 2,147/Unit

Complement your summer look with stylish aviator's from Hidesign. Crafted with wood effect

above the bridge and the temple, the aviator is the much required travel accessory for you.

Designed to suit your face, the Sunglasses are polarized and have UV protected lenses.

Hawaii Sunglasses

Approx Price: Rs 4,295/Piece

Inspired from the travel and lesiure mood, these unisex wayferers from Hidesign depict free-

spirited fashion and style. Made in eco- friendly natural acetate and leather, they are a true

travel companion. Designed to suit your face, the sunglasses are polarized and have UV

protected lenses
 Bali Sunglasses

Approx Price: Rs 4,895/Unit

Take the red carpet with you no matter where you go. A glamorous, sophisticated design to

keep up with your style quotient. Made in eco-friendly natural acetate from Hidesign.

Acapulco Sunglasses

Approx Price: Rs 4,295/Unit

These Sunglasses are embellished with Leather wrapping around the frame and the temple,

making them a must buy. Designed to suit your face, the Sunglasses are polarized and have UV

protected lenses.
 Sophia Wedge Heel Sandals

These wedge heel sandals with snake embossed leather and ankle cuff are sure to make you

look elegant. The cushioning in the sandal is sure to make your feet happy.

Elizabeth Leather Sandals

The kitten heel ballerina with a small bow makes it a great office wear. Step into these formal

ballerinas with utmost comfort and let your feet breathe.

 Marilyn Ranch Ladies Leather Sandal

Approx Price: Rs 2,147/Unit

These stunning platform heels with peep-toes and ankle strap are sure to make you look

glamourous and make your legs look longer. The fully leather lined heels provide you a great

posture and make you look fabulous.

Hepburn Leather Shoes

Approx Price: Rs 3,295/Unit

The gorgeous Hepburn moccasins are going to make you stand out in the crowd. Made with

snake embossed leather and gold fitting, it is a must have pair.

 CHAPTER 5

PLANT LOCATION
PLANT LOCATION
 CHAPTER 6

MARKET SHARE
 MARKET SHARE
Hidesign is going slow on store expansion in India due to lack of new shopping malls. Instead,

the Pondicherry-based premium leather goods maker will look at expanding internationally into

six new markets this year including Kenya, Saudi Arabia, and Canada.

"The big challenge this year is that the expansion within India is becoming harder as not many

malls are coming up," said Dilip Kapur, founder of Hidesign. "No developer wants to do any real

estate anymore. So now expansion will happen through ecommerce and a lot of our energy

will go in international expansion," he said.

According to a recent report by real estate consultants JLL, there is a dearth of quality retail

space in India.

While several malls across the country report high vacancy levels, grade A retail space sought

after by brands is in shortage. Hidesign currently has about 74 stores across the country. "In the

next few years, we will have about seven stores coming up. But that's about it," said Kapur. It

will also look to increase the share of its sales through ecommerce platforms like Amazon and

Myntra from about 20% now.

Developers, retailers, and consultants say the amount of retail space coming up in the country

is miniscule.

"It is ironical that there's vacancy across malls, but supply of quality retail space is in shortage.

Apart from foreign retailers, even large domestic retailers are finding it difficult to find quality

space at the right price to make their business plans work," Anshuman Magazine, chairman at

CBRE South Asia, had told ET in January.

 CHAPTER 7

MARKETING STRATEGIES
 MARKETING STRATEGIES

Hidesign is a brand that is truly an international brand that is made in India. Born in 1978 as a

one man craftsman workshop, this brand has gone places.

Hidesign is India's premier leather goods company that makes leather bags, briefcases and

wallets. This 90 crore brand is the Indian brand that features in the premium international

stores worldwide. The Indian leather market is expected to be around Rs 1000 crore and the

branded market is around 120 crore.

Hidesign is a brand that was built overtime through careful brand building . The brand which

was launched as an export brand came to India and surprised to find the reception it had,

despite astronomical prices. The brand came to India at the right time when the Indian

consumers are splurging on lifestyle products.

Hidesign is targeting the upwardly mobile educated internationally minded executive. The

brand is known for its craftsmanship and the quality of its products. All these years this brand

has never compromised on quality. The main USP of this brand is its craftsmanship. The brand

still uses the traditional craftsmanship and 70% of the work is by hand. The brand depends

heavily on the craftsmanship. The core value of the brand is its attitude, tradition and its

commitment to environment. Instead of using the much polluting dyes, the brand uses

vegetable dyes .

The brand is positioned along the core values and the craftsmanship. The campaigns are trendy

and the media is mainly magazines. Earlier in 2000 the brand initially was projecting quality as
its major focal point. Now they have realised that despite the positive feelings, the brand lacks

the attitude and emotional attachment . Hence the brand is on a campaign to connect to the

customer emotionally.

In the premium segment , the brand does not have any domestic brand competition.The

competition is from the Italian brands that are available in the upmarket stores. The entire

category is dominated by the unbranded players and there is little efforts to brand the

products.

The Brand Report Card (Dr.Kevin Lane Keller) for Hidesign

Delivering On Customer's desire:

The brand has been able to identify and satisfy the customer's desires. The customers were in

need of a brand that can offer them quality and looks which was lacking in the unbranded

products.

Relevance:

The brand is relevant to customer because of the change in the lifestyle of the upwardly mobile

Indians

Value:

Although the brand is priced astronomically , the target group is finding value in this product.

But with these prices the brand is out of reach to most Indians.
Positioning:

The brand rightfully identified its core value and the positioning is in line with the strength of

the brand . The choice of the media and the copy of the campaign also reflects the positioning.

Portfolio:

The brand has wide range of models and is seriously looking into expanding to different

segments with in the category. The company is planning to introduce bags for the college going

under a separate brand name.

Integrated Marketing Activities:

The brand has been using its stores and all the marketing mixes carefully in promoting the

brand.

Management:

The brand has been built over time and the management has been careful in building the core

values of the brand.

Support:

There has been lot of support for the brand building efforts . The company has been spending

the money wisely and carefully.

Marketing:

The overall marketing activities has been perfect and has helped the company to create a world

class brand.

Hidesign is truly international brand. It is a showcase of Indian marketing acumen and proves

that Indians can make a world class brand.

CHAPTER 8

COMPETITOR
COMPETITORS

4
5

7
8

10
 CHAPTER 9

DATA ANALYSIS
 DATA ANALYSIS

DATA ANALYSIS
RESULT ANALYSIS

The result obtained and data analysis is based on the questions framed in
the questionnaire. These questions are related to the attributes, characteristics
and performances of Hidesign India Ltd Footwear shoes. Following are the
questions used in deriving the customer satisfy Hidesign India Ltd level.

Q.1. What were the reasons for selecting Hidesign India Ltd Footwear?

Q.2. Rating of overall attributes of the Hidesign India Ltd Footwear like

 Appearance

 Look

 Color

 Quality

 Usage

Q.3. Rating of various characteristics of Hidesign India Ltd Footwear shoe like.

 Price

 Durability

 Reliability

 Efficiency

 Performance
  Dealers behavior

Q.4. Are the customer satisfied with the efficiency?

Q.5. Are the Customer satisfied with after sales services?

Thus keeping all the above attributes in mind a sample of 150 customers
was selected and then intervened personally. The result has been analyzed and
tabulated from the next page.
Q. Reasons for selecting Hidesign India Ltd Footwear.

In the questionnaire it was asked to the customer for what reasons they

have purchased Hidesign India Ltd Footwear. The reasons may include price,

reputed company, quality, utility, design. With the following graph we can obtain

the results.

45
41
40

35

30

25 22
19
20

15
10
10 8

0
Quality Utility Reputated Desin Price
company

Thus it has been observed that most of the customer’s have purchased

Hidesign India Ltd Footwear because of better quality. The percentage of

customer bought Hidesign India Ltd Footwear because of better quality is 41%.

Utility is at second priority among the customer surveyed with 22%. The

percentage of customers who purchases Hidesign India Ltd Footwear because of

reputed company is 19% has been given least priority with 8% only. Thus the

efficiency is the main criteria for the selection of Hidesign India Ltd Footwear.
Q. Customer opinion about the overall attributes of the Hidesign India Ltd
Footwear?

With this question I come to know about customer’s opinion regarding

various of the tractor appearance, color, quality and usage.

1. Appearance

The appearance of the shoe is based the two derivates that is interesting
and boring. The customers are required to give their opinion on these derivates
weather the appearance is interesting or boring. This can be derived from the
following graph.

Fairly boringNeither
3%
Very boring 3%
10%

Very interesting
49%

Fairly interesting
35%

From the above chart we can derive that majority of customer say that
appearance is interesting 49% of customer say that of the appearance is very
interesting while 35% finds it fairly interesting. Only 10% of customers finds it
very boring and fairly boring respectively. Only 3% of the customers finds it newer
boring the interesting. So it can be concluded that almost all of the customers are
satisfied with the appearance of the snocs.
2. Colour combination

With the help of this attribute we can analyze whether the customer are
satisfied with the color of Hidesign India Ltd Footwear shoes produced by the
company. Are they satisfied with the color combination of the shoe they have
purchased? Thus attribute is based upon two criteria i.e. suitable and unsuitable.
This can be analyzed with the help of the histogram suitable and unsuitable.

40
35
35
31
30

25

20
16
15
11
10 7

0
Very suitable Fairly suiable Neither Fairly unsuitable Very unsuitable

From the above histogram we conclude that majority of customer are

satisfy with the color combination of their shoe. 35% of customers found it very

suitable whereas 31% of customers found it fairly suitable 16% of the customer

found it neither nor unsuitable 11% found it fairly unsuitable and 7% found it very

unsuitable.
 Quality

The quality of the shoe can be determined on the bases of the two
derivates i.e. good and bad. The customers are asked to give their opinion
whether the Hidesign India Ltd Footwear’s quality is good or bad. This can be
analyzed with the help of the following pie chart.

Very bad, 7%

Fairly bad, 11%

Fairly good, 39%

Neither , 12%

Very Good, 31%

From the above graph it is concluded that maximum number of customer

are satisfied with the quality of their shoe in which 39% found the quality fairly

good whereas 31% found quality very good 12% quality neither bad nor good 11%

of the total customer found quality fairly bad and 7% of the customer found

quality quality very bad.

Q. Rate the characteristics of Hidesign India Ltd Footwear?

It was asked by the customer to rate the various characteristics of Hidesign

India Ltd Footwear on the scale of satisfied, average and dissatisfied. The
characteristics are as follows:

 Price

 Durability

 Performance

 Efficiency

 Reliability

 Dealer’s behavior

The above attributes are the tools in analyzing the satisfHidesign India Ltd
level of the customer with the help of chart and the graph. I have shown what
the customer feels about shoe. In the upcoming pages each and every
attribute with the help of graphs.
 Price

Price is one of the main element of marketing, one always keep in mind
about the price while purchasing the product. In the same way the company
should also keep in mind the price of that product and quote the price of the
product in such a way so that the customer easily accept it. With the help of the
following we can find whether Hidesign India Ltd Footwear has succeeded its
customer with its price tag.

Average , 13%

Satisfied , 40%

Dissatisfied , 47%

From the above graph we can see that only 40% of the customers are fully
satisfy with the price of the tractor while 13% find it average. Majority of
Customer i.e. 47% are not satisfy with the price. The majority of customers are
mainly from rural markets and they find it quite hard to spend such an amount on
the shoe. So it is difficult for them to afford the heavy prices of the shoe.
 DURABILITY

Durability of the shoe can be analyzed on the bases of the three derivates
i.e. satisfy average and dissatisfied with the help of the following graph we can
find out whether the customer are satisfied with the durability of the shoe or not.

80
70
70

60

50

40

30
18
20
12
10

0
Satisfied Average Dissatisfied

From the above graph we conclude that 70% customer are find durability of
the shoe satisfactory while 18% customer finds the durability average. Only 12%
customer are dissatisfied with durability.
 RELIABILITY

Reliability of the shoe should also be determined while analyzing the

satisfHidesign India Ltd level of the customer. This is also based on three
derivatives as the above attributes are with the help of the following graph of the
following graph we can find Hidesign India Ltd Footwear reliable or not.

Dissatisfied ,
15%

Average , 25%
Satisfied , 60%

From the above graph we may conclude that 60% o the customer find

the reliability of the shoe satisfactory while 25% o the customer find the

reliability of the shoe average. Only 15% of the customers are dissatisfied with

reliability of the shoe.

 EFFECIENCY

One of the characteristics of the any durable product is its efficiency so is in

a shoe. It was asked to the customers whether the shoes are efficient or not

efficient in this case it can be analyzed on the bases o three derivatives i.e.

satisfied, average and dissatisfied. With the help o the following graph we can

find out what customer say about its efficiency.

Dissatisfied
15%

Satisfied
46%

Average
39%

From the above graph we may conclude that 46% customer find the

efficiency of the shoe satisfactory while 39% find it average. Only 15% customers

are dissatisfied with the efficiency.

 PERFORMANCE

Performance of the shoe should also be measured while analyzing the

satisfHidesign India Ltd level of the customer. With the help of the following
graph we may find out whether the customers are satisfy with Hidesign India Ltd
Footwear’s performance or not.

60

50

40

30

20

10

0
Satisfied Avera dissatisfied

From the above graph we may conclude that majority of the customer are
satisfied with the performance of the shoe. The percentage of the satisfied
customer is 52%, 38% customer found performance average whereas only 10% of
the customers are dissatisfied with the performance.
 DEALER’S BEHAOIOUR

One of the components while determining level is dealer’s behaviour.

Whether the dealer is maintaining proper relation or not. From the following we
can find out whether retailers are satisfy with the dealer or not.

11%

22% Dissatisfied
Satisfied
Average
67%

From the above graph we may conclude that majority of the retailers are
dissatisfied with the dealers behaviour 22% retailers find the behaviour
satisfactory while 11% finds it average but 67% of the retailers are dissatisfied
with the dealer’s behaviour.
CHAPTER 9
FINDINGS
 FINDINGS
Hidesign India Ltd’s vision is to remain a leader in Indian footwear industry. The
company will continue to produce the quality products that have been provided
in the past.
Hidesign India Ltd will continue to meet the ever-changing needs of the
customers,
through product innovation.
Hidesign India Ltd despite being one of the most popular brand has not really
caught theIndian market. It has still to capture the southern market of the
country.
Hidesign India Ltd will continue to focus on making the strong effort on price
leadership.
It will serve both the high-income and middle-income group of the society.
Branded sports shoes mainly targeted to youth who are fun loving extrovert
and enthusiastic.
Sports shoes are now not only for sports in India, this has now matter of style
and fashion.
Most of the customers have full faith on the quality of the brand and they
don’t find any problem in this.
Considering the price aspect of the footwear then there remains abundance
scope for companies to capture the market, with low range and variety
footwear.
While purchasing the decision for purchase is influenced by price, for the
maximum numbers of customers.
The customers like to go for quality footwear within a cost effective range.
The companies can even go for building customer loyalty by satisfying the
 customers in the best possible manner.


CHAPTER 10
LIMITATIONS
 LIMITATION
 Compare the Market potential of New Delhi: the sample size of 100 —
target audience is relatively small. This doesn’t represent the true universe.

 A population census couldn’t be done which perhaps gives approx. Zero “

deviations errors” from the actual.

 Most of the targeted audience was not aware about various brand names.

 Some targeted audience was not friendly and some didn’t have adequate
knowledge about the products so offered.
 CHAPTER 11
RECOMMENDATIONS & SUGGESTIONS
 RECOMMENDATIONS
India customers are price sensitive so in order to increase sale some lucrative
offer like discount since majority of customers have favored this promotional tool,
should be introduced.
There should be no play with quality in order to reduce price since majority care
about quality more than price.
Customers want to associate themselves with the brand and they don’t feel more
impact of celebrities on her buying decision. So there is fewer need of going for
ad involving high profile celebrity. In stead some favorable should be done
directly to the customer.
Purchasing power of Indian customers is going up so it need to expand
geographically.
CHAPTER 12
CONCLUSION
 CONCLUSION
Youth prefers visit to get knowledge about the product. They also acquire knowledge through
other means like TV commercial, Print media, Internet etc Branded footwear companies can
even go for advertising their new product launch through the most preferred media like
television and print media (newspapers and magazines, etc.) Buyers are rational and they
search a lot before buying a shoe. They also get influenced by some opinion leader and
also play as opinion leader.
Customers want quality that is bundle of benefits and they switch brand mainly because of
price and offer. And finally the feedback from customers revealed that they like to have variety
in footwear, with some new designs and colour combinations. Considering the views of many of
the customers, they all like to go for quality and durability at even slightly higher costs.
So winding up with the market, there lays abundant scope for companies to capture the
untapped sectors like those of middle income group and lower income group. There even lies
the wide scope for capturing the brand conscious people who like to go for quality, variety,
design, durability at even higher costs.
BIBLOIGRAPHY
 BIBLOIGRAPHY

KOTLER PHILIP,MARKETING MANAGEMENT,( EDITION 2005).

RAMASWAMY V.S AND NAMAKUMARI S, MARKETING
MANAGEMENT
( SECOND EDITION).
RAVICHANDRAH.N, COMPETITION IN INDIAN INDUSTRY.
Web Sites
http://www.Hidesign India Ltd.com
http://www.indiainfoline.com
http://www.webcrawler.com
http://www.indiatimes.com