FOOTWEAR FROM FASTRACK

Group 10
Leela Bharat (1011032)
Ashok Katta (1011159)
Priya Mouli (1011190)
Teja Ande (10112290)
Syed Hussain (1011365)
DECISION PROBLEM
 MARKETING RESEARCH PROBLEM
 To identify possible perception gaps in the footwear industry in India

 MANAGEMENT DECISION PROBLEM

 Whether Fastrack should include footwear in its product portfolio

 Hypothesis – There are perception gaps among the existing

brands catering to the footwear category
MOTIVATION
 Indian footwear market is expected to growing @ CAGR of
20% from 2008 to 2011.
 Footwear retailing in India creates plethora of opportunities
for branded players as majority of the market share is from the
unorganized sector

 Why Fastrack?
 Adding footwear in FT’s kitty falls in line with its strategy of “To offer
everything the youth needs to be cool”
 Watches, eye gear, bags, belts
 Known to add value to fast moving unorganized sector products and
offer at competitive prices
RESEARCH PLAN
 Secondary data analysis regarding the footwear industry and
Fastrack brand.
 Primary data analysis includes depth interviews, cross tabulation
to understand the relationship between various attributes and their
importance to the target customers.
 Multidimensional Scaling to understand the customers’ perception
about different brands and to identify any gap if exists.
SECONDARY DATA ANALYSIS
Source : Internet and Research Reports
Derivables:
Sales of foot wear in organized and unorganized sector for
different types of foot wear(with demo graphics
To whom are fastrack products mainly intended, its definition of
youth age group, Its main USP

Primary Data Analysis

1st stage Exploratory Design: In depth Interviews
2nd stage Exploratory design : Online survey
EXPLORATORY DESIGN- IN-DEPTH INTERVIEW

Main expectations: Buying behavior in footwear(effects of

promotion and general buying behavior)
• Required attributes in footwear

• What they consider youth products

• Association of fastrack
• Attributes in fastrack products

• Perception among different footwear brands

Data Collection Method: 2 panel team; Individual noting

Sample design: Judgmental sampling
• Users and non users of fastrack brand( at least 5 each)
• Mainly people in college and working professional with 0-2 years
experience after college
EXPLORATORY DESIGN-ONLINE SURVEY
Main expectations: To know about the important attributes obtained
in the In-depth interview on a big scale

Data collection method: Online response

Sample design: convenience sampling

People in age group (15-19, 20-25, 26-30)
Sample size – 30 (10 from each group)
EXPECTED OUTPUTS
 Whether there is a high preference for shoes to be included in
portfolio

 Whether there is a un-competed space in the footwear market which

Fastrack can exploit

 Important attributes in footwear purchase

 Awareness level of fastrack brand and its products

 Frequency of purchase of fastrack products

DATA COLLECTED FROM THE SURVEY
Demographics
• Information on respondents’ gender, age, income,
occupation

Shopping behavior
• Understand the purchase habits of the respondents and their
preference towards promotions

Fastrack brand
• Understand brand awareness and product recall, Fastrack
product attributes and purchase interest

Footwear
• Brand preference in footwear purchases
• Features desired
 NIKE
Price Quality
80% 80% 70%
80% 60% 60%
60%
40% 40%
20%
0% 0%
1 2 3 -20% 1 2 3
-40% -40%
-60% -60%
-80% -60%
-80%
Coolness
80%
80% 70%

40%

0%
1 2 3
-40%

-80% -60%

Variety Durability
85% 90%
100%
80% 80% 70%
80% 80%
60%
75% 40%
70% 20%
70% 0%
-20% 1 2 3
65%
-40%
1 2 3
-60% -50%
 REEBOK
Price Quality
150% 100% 90%
90% 100% 60%
100%
50%
50%
0% 0%
-50% 1 2 3 1 2 3
-50%
-100%
-100%
-150% -100% -90%

Coolness
90%
80% 70%

40%

0%
1 2 3
-40%

-80% -70%
Variety Durability
120% 80% 70% 70%
100%
100% 60%
80% 70% 40%
60%
60% 20%
40% 0%
20% -20% 1 2 3
0% -40%
-40%
1 2 3 -60%
 ADIDAS
Quality
Price 80% 70%
100% 60%
60% 50%
80%
80% 70%
40%
60%
40% 20%
40%
20% 0%
1 2 3
0%
1 2 3

Coolness
90%
80% 70%

40%

0%
1 2 3
-40%
-60%
-80%
Durability
Variety
80%
60%
100% 60% 50%
80% 80%
80% 40%
60% 20%
40% 0%
40%
-20% 1 2 3
20% -40%
0% -40%
-60%
1 2 3
 FASTRACK
Price Quality
120%
100% 90% 100%
100% 90%
80% 70% 80%
60% 80%
60% 60%
40% 40%
20% 20%
0%
0%
1 2 3
1 2 3

Coolness
100%
80%
80% 70%
60% 50%
40%
20%
0%
1 2 3

Variety Durability
100% 90% 90%
120%
100%
100% 90% 80% 70%
80%
80% 60%
60% 40%
40%
20%
20%
0%
0%
1 2 3
1 2 3
COMPARISON
MDS OUTPUT
PERCEPTION CHART
ANALYSIS
 77% people like fastrack to launch footwear if they plan to
increase their portfolio
 Reebok-50%, Nike -56% Brand preference in foot wear
 High brand awareness in the sample
 64% people preferred unbranded footwear over branded ones –
Price being the major barrier
 Teens and college students- trendy and sporty
 67% respondents in income group: 0-2 lakhs
RECOMMENDATIONS
 Encouraging results. Go ahead with descriptive research

 Explore the possibility of launching footwear targeting different

price segments

 Explore opportunities in apparels

THANK YOU