faiz sip mirza Presentation1

Slide 1:

“A study on Positioning of Red Tape shoes in consumer segment” Made by- Faiz Ahmed PGDM (2009-11)

INDUSTRY PROFILE  :

INDUSTRY PROFILE India accounts for approximately two percent of the world trade in leather and leather products . Footwear and their components account for about 25 percent of India's total leather products exports . Indian leather industry also deals in exports of saddler and harness.

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India is the second largest footwear producer in the world . Indian leather industry has capacity to produce l776 million pairs; 112 million pairs of Shoe Uppers; Non-leather footwear - 960 million pairs of non-leather footwear's which includes shoes made of rubber, molded PVC and other material. T he export during April-March 2009-10 touched Rs.161353.39 million against the previous year’s performance of Rs.165551.27 million registering a marginal decline of 2.54%.

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The major markets for Indian leather products are  Germany with a share of 14.45%, UK 13.41%, Italy 11.72%, USA 8.71%, Hong Kong 7.35%, France 7.53%, Spain 6.43%, Netherlands 4.03%, Belgium 1.92%, U.A.E.2.03% and Australia 1.58% These 11 countries together accounts for nearly 79.16% of India’s total leather products export.

Company Profile:

Company Profile Mirza International Limited (formerly known as Mirza Tanners Limited) was incorporated on 5th September 1979 . Headquarter is situated in New Delhi. Mr. Irshad Mirza is Chairman of Mirza International Limited. The company is listed on the NSE, BSE and UP Stock exchanges and is ISO 9001, 9002 and 14000 certified.

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Today, the company has emerged as a frontrunner in the manufacturing and marketing of leather and leather footwear The manufacturing plants are located at Magarwara and Sahjani in Unnao, and in Noida . Red Tape the flagship brand of Mirza International Limited, was launched in the year 1996 .

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10 Aug 2010 ... Mirza International has reported a sales turnover of Rs 95.09 crore and a net profit of Rs 7.91 crore for the quarter ended Jun 2010. N et profit is Rs. 18.78 crore in the year ended March 2010.

AWARDS AND RECOGNITION :

AWARDS AND RECOGNITION Award 2007= Shopper's stop awards by: best brand –footwear Award 2006-07= export award for overall export and plaque (first prize) for footwear export by: council for leather exports Award 2006= shoppers' stop pinnacle awards by: best brand-footwear Award 2005= excellence award for innovation export marketing by: merchant’s chamber

OBJECTIVE OF THE STUDY :

OBJECTIVE OF THE STUDY To make a survey for knowing the customers view point on the brand loyalty towards leather shoes products specially for Red Tape brand. To know the brand image in the mind of the customers.

TOPIC STUDIED :

TOPIC STUDIED A STUDY ON POSITIONING OF RED TAPE SHOES IN CONSUMER SEGMENT

FINDINGS :

FINDINGS Most of the respondents were leather products conscious. The people belonging to the age group 20-25 and above have a general feeling and inclination towards the leather items. The positioning of Red Tape brands of Mirza International Limited is not so good.

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On the other hand, the other companies are providing their leather shoes at lower prices The company is only focusing on export, not pay attention on Indian market Company is not spending the money on product promotion, public is not fully aware about the product

RECOMMENDATIONS :

RECOMMENDATIONS There should be more number of red tape outlets in the city . Pricing should be affordable for middle class segment for Indian market Customers should well informed about new designs. Company should offer more schemes and discount vouchers. Company should adopt new strategies in order to capture Indian market

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More of advertisement should come in television, newspaper, journals and magazines etc. Company should serve there country to provide there products at lower price

LIMITATIONS OF THE STUDY :

LIMITATIONS OF THE STUDY Time was a big limiting factor due to which a wider sample could not be studied and a wider geographical area could not be accessed. Two months is very short span of time during which a management student can become expertly proficient in his area of interest. Sometimes people reluctant to fill questionnaire itself, means do not even want to see the questionnaire. The size of the sample is not sufficient for marketing research. People usually faith at government owned company for doing research, and didn’t want to share any information with us.

CONCLUSION :

CONCLUSION The price of the red tape shoes is very high due to which the positioning of red tape brands of Mirza International Limited is not so good . The company is not paying attention on Indian market it is only making attention on export. The company should spend the money on product promotion because the customers are not fully aware about the product.