“MARKET POTENTIAL AND CUSTOMER

PERSPECTION ABOUT LIBERTY SHOES”

CONTENTS

Chapter 1: Introduction
 Introduction
 Scope and Need for the study
 Objectives of the study
 Methodology
 Limitations
 Chapter Scheme

Chapter 2: Industry Profile

 Introduction
 History of footwear
 History of footwear in India
 Footwear manufacturing process

Chapter 3: Company Profile

 Introduction
 Product range

Chapter 4: Marketing
 Consumer behaviour
 Problem findings
 Advertising

Chapter 5: Data analysis and Interpretation

Chapter 6: Findings, Suggestions and Conclusion

Appendix
 Questionnaire
 Bibliography

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 Chapter 1
INTRODUCTION

 Introduction
 Scope and Need for the study
 Objectives of the study
 Methodology
 Limitations
 Chapter Scheme

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Introduction
Research is the process of gathering, recording and analyzing of critical and
relevant facts about any problem in any branch of human activity. Research is
conducted to know past trends, present performance, and future plans in
connection with the promotional policies of the company.

Marketing research is a systematic and objective process of identifying and

formulating the marketing problems setting research objectives and methods
for collecting, editing, coding, tabulating, evaluating, analyzing, interpreting
and presenting data in order to find justified solution for problems.

Marketing research can solve any problem of marketing e.g., decline of sales of
a product, measuring advertising effectiveness, forecasting sales of a particular
product.

The aim of modern business is to satisfy the consumers and they’re by to earn
profit. His main intention is to provide quality products at cheaper rate to the
consumers. In the modern market “consumer is the king” so the producer fate
is decided by the action of the consumer i.e., by either buying the product or
rejecting it. So producer tries hard to gain competitive efficiency over others,
by adopting new technology in production and cost reduction measure.

It is based on both primary as well as secondary data. Secondary data has been
collected from internal as well as external sources. Survey method is used for
collecting primary data. Survey is conducted with the help of structured
questionnaires. This is widely used because of its extreme flexibility. The
purpose of survey research is to facilitate understanding or enable prediction of
some aspects of behavior of the population being surveyed.

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This project report is undertaken with the main intention to analyze marketing
of Liberty footwear, in general and in particular to make analysis of marketing
strategy of Liberty leather products unit in Shimoga city. It is undertaken to
analyze strength and weaknesses of the company and its marketing policies. It
provides certain suggestions of the company and its marketing policies. It
provides certain suggestions, which help the company to increase its sales.
Moreover the report gives a brief history of leather products and footwear,
which helps to understand the behavior of the consumer, their taste,
preferences etc.

Scope and need for the study:

All the market starts with consumer. Consumer understanding is
indispensable to the market for the effective planning of their strategies.
Consumer behavior is influenced by four major factors namely cultural,
economical, social and political, which operate on the consumer in turn
influence buying consumption pattern of consumer.

Through, the footwear’s are used in all parts of the country; this survey
is limited to the consumer of Shimoga city. The study includes the survey of
past consumer and few present buyers in the market.

Objectives of the study

 To analyze the marketing strategy adopted by the firm

 To analyze the opinion of the consumers towards Liberty leather products.
 To analyze the promotional policies of the company which include
advertising and selling practices.
 To know market share of different brands of footwear’s in Shimoga city.

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 To know price indices of Liberty products against various competitive
products.
 To analyze the industrial problems which is connected with marketing of
Liberty products.
 To study the buying behavior of consumer while purchasing Liberty
products.
 To give suggestions for improvement of marketing strategies.

Methodology
This project report is based on both primary as well as secondary data.
But importance has been given to primary data, which helps to know consumer
behavior. To obtain primary data. Survey was conducted through structured
questionnaires.

Primary data have been collected through:

 Interviewing branch manager of Liberty unit, primary data have been
collected regarding, details of the company, its method of manufacturing,
annual turnover and market of the product marketing mix strategy of the
ltd.
 Interviewing consumer: To know their opinion regarding Liberty product,
Type of footwear they use, their taste, preference.

Secondary data have been collected through

News papers
Journals
Textbooks
Articles
Internet

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Limitations:
Though planning and execution of project is undertaken with almost care, it
contains certain limitations.
 Lack of availability of secondary data
 Limitation of time factor is the main limitation.
 Inspire of careful planning, some respondents, seem to have miss
interpreted questions. So effort put to cut down the errors to the maximum
extent possible.
 It is not possible to give latest data i, e, figures of sales, purchases etc.,
 Only 100 respondents could be contacted.
 The study is confined to Shimoga city only.

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 Chapter 2
Industry Profile

 Introduction
 History of footwear
 History of footwear in India
 Footwear Manufacturing process in India

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 INDUSTRY PROFILE

Introduction
Until recently, a major part of the demand was met by the unorganized,
informal, small sector. Branded shoes, produced by large Indian producers,
multinationals producing in India and imports, account for only less than 20%
of the entire market. The branded footwear market is estimated to be 100
million pairs, made up of 5 million pairs of sports and athletic shoes and nearly
95 million pairs of shoes and boots. The segment is dominated by men’s
footwear, and there are not more than three women’s brands known nationally.

Women’s footwear purchases are mostly in the casual footwear market, ruled
by unbranded goods. Formal footwear expenditure (in 1997) by the upper
segment of urban women (2.8 million households in the SECA/B class) was
estimated to be less than US$ 8.69mn, which is less than 1% of the total
market size. However, ladies brands in footwear are now on the rise, with
several new players focusing on the formal dress needs of the working
women.The largest players in footwear are Liberty Shoes, an Indian brand that
has performed exceedingly well in shoes with leather as well as non-leather
soles, and

Bata, the international brand present in India for close to 100 years, which has
a 24% market share. Liberty, with a production of 10.5 million pairs, claims to
enjoy a market share of 36% in the leather footwear segment and 22 % in the
non-leather sole segment. Exports constitute 30% of Liberty’s sales. Both Bata
and Liberty have launched international brands in India through tie-ups: Bata
with Hush Puppies, Liberty with Burberry’s.An interesting feature of the
market is the presence of several international players in the informal and sport
shoes segment, which has a total market of only 5 million pairs. The major

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MNC players are Reebok, Adidas and Nike. Italian brands Lotto and Fila have
franchise tie-ups in India, although the brand is not aggressively promoted.
Reebok, with a premium positioning, sells 0.2 million pairs in the domestic
market in 1999, posted breakeven revenues of US$ 15.21million, and is adding
a chain of sport goods and fitness stores to complement its premium Rockport
brand.Adidas is aiming to become the leader in the sports footwear and sports
wear market, which is estimated to be at US$ 217.3million. The company uses
the manufacturing set up of an Indian company, Lakhani, to manufacture the
Adidas range in India. Nike Shoes purchases its products from a contract
supplier, and sells through select Bata showrooms and a few departmental
stores. Other international brands like Woodland, Lumberjack and even Bally
have set up shop in India with production or assembly facilities.

The following table indicates concentration of units in various parts of the

country:

Large & Medium

SSI Household
Scale
Tamil Nadu 64 31 7
Agra, Kanpur 9 34 14
Calcutta 1 3 19
Bangalore 6 3 4
Mumbai 3 11
Others 13 10 3

The estimated annual footwear production capacity in 1999 is nearly 1736

million pairs (776 million pairs of leather footwear and 960 million pairs of
non-leather footwear).

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Region-wise share of total estimated capacities is as follows:
Non- Leather Non
Leather Leather
Region leather Shoe Leather
Shoes Sandals
Shoes Uppers Sandals
Percentage
Tamil Nadu 26 5 54 1 0
Delhi North 10 77 4 1 60
Agra, Kanpur 45 0 32 62 0
Calcutta 12 0 2 3 0
Bangalore 3 3 4 0 0
Mumbai 4 2 1 32 0
Others 0 13 3 1 40
Total 100 100 100 100 100

Shoes manufactured in India wear brand names like Florsheim, Gabor, Clarks,
Salamander and St. Micheal’s. As part of its effort to play a lead role in the
global trade, the Indian leather industry is focusing on key deliverables of
innovative design, consistently superior quality and unfailing delivery
schedules. India in itself has a huge domestic market, which is largely
untapped.The Indian footwear industry is provided with institutional
infrastructure support through premier institutions like Central Leather
Research Institute, Chennai, Footwear Design & Development Institute, Noida,
National Institute of Fashion Technology, New Delhi, etc in the areas of
technological development, design and product development and human
resource development.

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MAJOR PLAYERS
Comparison of key ratios with the companies of comparable size in the
same industry group

Major players or the competitors of the liberty shoes ltd.

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 HISTORY OF FOOTWEAR

History of footwear & Footwear Manufacturing

The first foot covering was made by our primitive ancestors. The
covering was to protect their feet from jagged rocks, burning sands, rugged
terrains. Development shows that the importance of protecting the feet was
recognized. Egyptians Chiness and other civilization all contain references to
shoes.
The first shoe was made of plated grass or rawhide strapped to the feet.
The early Egyptians made some sandals from plaited papyrus leaves. It shows
that sandal making was recognized as an art, early in the history o that country.
Sandals are most generally worn type of footwear in many warm countries,
often ornamented and in form that is suitable to environment in which it is
worn. Sandals continued to be the same simple kind of footwear worn in the
early century.
In Japan, sandals indicated the social status of the wearer by making
distinct sandals for imperial household, merchants and actors, and in fact, for
the whole range of vacations and professions. In Greece, one emphasized
design and beauty, while in Rome, they made it for military purpose to enable
their legions to travel on foot.
The moccasin protects the foot in cold countries. The outline of the
forepart is puckered seam with a string gathered and tied about the ankle.
Though all this development, little attention was devoted to fitting
quality and comfort. In Eurpoe, perfection in workmanship and styles seems to
have been sought in shoes rather than foot comfort and protection.
The most conspicuous design in the period was the peaked shoe or
crackow, with a toe so long that it made walking difficult. Till the late 1850,
shoes were made only on straight last without recognizing the left and right.
There were only two widths, the slim and the stout.

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 Up to 1850 shoes were made by hand tools, curved awl, and somke
tools were added such as pincers, lap stone hammer and variety of rubbin
sticks used for finishing edges and heels.
Efforts have been made to develop machinery or shoe production. They
had all failed and it remains or shoemaker in the United States to create the
first successful machinery for making successful shoes.
In 1845, the rolling machine was introduced which replace all the
previous tools used by hand shoemakers or pounding sole leather and
increasing wear by compacting the fibers.
In 1846, Elias Howe, invented the swing machine. This major invention
seems to have set up a chain reaction of research and development.
In 1858, layman Blake, a shoe maker, invented a machine for swing the
sole o shoes to the upper. This was purchased by Gordon Mckey, who
improved the invention.
In 1875, a machine was developed or making different types o shoes,
known as Goodyear welt sewing machine, was developed underthe
management o Charles Goodyear Jr., son of the famous inventor o vulcanizing
rubber.
Invention continued, researched and progress was made. It requied great
sum of money to make one shoe making machine, but it finally paid off. Today
one lasting machine can last 1000 pairs or more of shoes in 8 hours a day.

HISTORY OF FOOTWEAR IN INDIA

History of footwear is nearly 5,000 year old when Egypt started
covering the feet of the people who roam about with wooden chappals.
In India, in the ancient period, our ancestors, especially the rishies who
moved about in the forests, wore wooden chappals. There is a mention of king
Bharat putting forth before lord Ram a pair of shoes, crafted from wood and

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coated with gold, when despite all requests, Ram refused to accept the throne
of Ayodha.
However, it is still a mystery as to when the use of footwear, in the form
of chappals, actually started in India. There is no reference of footwear in the
writings and picutures related with the Induas valley civilization. In the
pictures of men & women & seals recovered from the site, the feet of both
mean and women are seen bare.
In the Rig-Veda, there is no mention of any covering for foot, but the
word “vatturinapad” gives a clue of the warriors wearing on the foot is
mentioned in the Yajurvedia and the chappals in the Atharveda.
Thus the use of footwear or chappals started around 1,500 B.C.,
approximately 3,500 years ago from now.
The upanah become quite popular during the period of Ramayana &
Mahabharata (circa 1,000 B.C.), the hides of lions, tigers, deer leopards etc
were being used for making upanah.
The Mahavagga, a Buddist religious treatise, of the 6th century B.C.
gives detailed information about upanah, classifying them into nine types of
shoes & chappalssuch as ‘Patbadh’ (keen high gum boots), ‘Ajvishan’ (made of
goat skin), ‘Maind-Vishan (made of sheep skin) etc.
During the Maryan period (3 rd Centruey B.C.) many varieties of
footwear came into existence. The Greek historian Arrian writes that shoes
made of white leather were special with Indians and to increase height, Indians
used to wear shoes high heels.
During the Shunga period (2nd century B.C.) a class of shoe makers
came into existence. They had specialized in making shoes with good designs
and durability, in fashionable styles. These craftsmen were called ‘Charmkar’.
Their work was appreciated but social status was low.
The Kushan period was a golden era of footwear. The shakes,
parathions, Greeks and the Kushans belonging to the Chinese dynasty brought

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themselves various designs and styles. A headless statue ofKanishka, made of
red stone (1st century A.D.) has been recovered from Mathura where he has
shown wearing laced shoes.
In the Gupta period (4th to 6th century A.D.) the demand of footwear
increased greatly and the hides of cows, buffaloes, goats, sheep and wild
animals came into much use. Chappals and shoes of various heights (Up to the
heels, knee or thigh) were in use amongst people from all walks of life. On
their coins, Samudra Gupta and other Gupta kings are depicated wearing shoes,
decorated with flowers. In the paintings of the Ajanta caves, several horse
riders are shown wearing something like shoes.

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 FOOTWEAR MANUFECTURING PROCESS IN INDIA
Shoe Manufacturing Process (Sequence Wise)

Pattern
Cutting Inspection
Making

Stitching Stamping Skiving

Upper Ready Lasting Dept Toe Puffing

Counter
Side Lasting Toe Lasting
Lasting

Insole Fixing Roughing Sole Pasting

Finishing De-Lasting Heat Setting

Packing

Methods of Shoe Construction

Footwear manufacturing process looks to be a very simple process for a
common man who has actually not gone through it. Infect, it involves so many
complicated processes and sub process which one can/t even think of. The
various operation involved in footwear manufacturing may differ from one
item to the other, depending upon the design, material, purpose etc. But, there
are some common operations which are designing, clicking, closing bottom
making and finishing. These may be summarized as follows:-

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Designing:
Designing is the first and foremost stage which decides the picture of
the product and process and how the end product will look like. Once the
design is finalized, there are two later stages which are:
Pattern development:
The design which has been finalized on paper is now transferred on the
standard size o last (a metal, plastic or wooden mould in the shape o the oot on
which shoe is manufactured). After having the design, the sectional patterns are
developed. Sectional patterns are various parts in the shape of which leather
components are cut to be assembled together. Like in a shirt three are various
components like, sleeves, pocket, collar etc. Similarly there are various parts of
a shoe for which patterns are developed. These patterns are used to cut leather
components and test their accuracy and fitness. Once they give satisfactory
results, they are taken to be as final.
This job of pattern development was commonly done by designers by
their own hands. But in the latest development, some big organizations have
adopted the CAD-CAM system. The various dimension o the last are
introduced to the computer. The computer then gives the output in the form of
sectional patterns for the desired designs. After finalizing them, they are cut on
the hard sheet by means of a pattern cutting machine.
Gradding:
Grading is a process in which the patterns of standards size are
converted into various lower and upper sizes.
Clicking of material:
This can be termed as the second stage of footwear manufacturing. This
includes selection of proper material, their cutting and preparing them or
further stages. Here, selection of material required mainly for natural material
such as leather because being a natural material, there may not be uniformity in
the product. So to get a proper quality and uniformity in the finished product,

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selection is done. In some large organization, there are scientifically equipped
laboratories or proper testing and selection of almost all materials. Next comes
clicking.
Clicking (or cutting) is the term used or cutting of materials in the
required shape. Mainly, the the upper and bottom materials such as sole, insole,
toe puff stiffeners are cut.
Traditionally, cutting is done manually by means of a curved metal
blade on a metal sheet. The sectional patterns which were developed in the
designing stage are converted and copied to make plastic or tin patterns. While
cutting, these patterns are placed on the material to be cut (say leather ) and the
cutter moves the blade around the edges of the pattern to cut the required
component.
Today, the clicking machines have replaced this job. Clicking machines
may be big or small, depending upon whether the material is light or heavy.
This machine comprise of a pressure arm. The material required to be cut is
placed on the flat surface. Here metal dyes are used in place of sectional
patterns to be cut. The switch when pressed grings the pressure arm
downwards with force due to which the component is cut. Machine cutting is
very helpful where the cut component has to be very accurate as there may be
some possibility of slight variance. Another advantaged of clicking is that if
there are some perforations or punches in the design, they may be given in the
dye itself which punches.
Simultaneously while cutting Otherwise in hand cutting, punching is done later
by a hand puch and hammer.

Printing:

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 Due to the large number of components, there is always a possibility of
mixing up of various components with other sizes and articles. To avoid this,
size number and design number are written on the back side of the component
to avoid mixing. This is done be means of a color pencil or wax crayon.
As modern method printing machines are used to print size, article
number etc. this machine contains various alphabets and heated characters are
pressed over it to give an impression.
Insole Moulding
This is an operation not found in the hand process. This operation
moulds the insole exactly in the bottom shanpe of the last which facilitates
better shape formation.
Closing
This is an important stage which involves a number of complicated
operations. The material already clicked is the raw material here which is
assembled together to
be converted into upper. This involves various operations which are as under:

Skiving
Skiving is an operation which is performed to remove some material of
the edges of a component. This is done to any bulk material where two
components are combined together. The width and thickness of the substance
removed may differ as per the purpose of skiving, i.e. for underlay, folding etc.
Skiving by hand is done by means of a long metal blade commonly
known as “Rampi”. This skilled worker moves the blade on the portion
required to be skived, with varying force depending upon the thickness of the
material to be removed.
For mechanized skiving, a skiving machine is used. This machine has a
revolving blade and a grinder. The portions in a component to be showed are
inserted from one side and skived component come out from the other side.

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There is no need to remove the blade to sharpen the edges as it gets sharpened
with the moving grinder. Another advantage of this machine is that the width
and thickness of the part to be removed can be set prior to operation as per the
requirement. This gives accuracy and required strength in the component.
Folding
Folding as the word means is to turn and the edge to give the folded
edge, a more beautiful look. Folding in a footwear component is similar as it is
in a pant bottom. AS in pant, the bottom is turned and folded to hide the rough
edges and give a better look, similarly the raw edge to be folded and sticked.
There generally, the edge to be folded is skived prior to folding so as to
facilitate folding. To stick the turned portion, rubber adhesive mixed with water
is used.
Folding machines are a latest development which is not common even
in large manufacturing units. In this machine the synthetic adhesive which is in
crystal form is filled which melts in the heating chamber and comes from a thin
nozzle which spreads it on the required portion. A folding clip goes on turning
the portion and after a while when the molten adhesive solidifies the two
surfaces get permanently fixed sticked.
Lining Attachments
Lining material may be leather, leather split, synthetic leathers, rexines,
textiles etc. by hand attachments adhesive is applied on the surface of the
lining material and upper material and they are fixed together and hammered.
In case of machine attachments a hot iron press is used. The lining
material used here is self coated with dry adhesive. When heated, this adhesive
melts and the two surfaces get attached together when the pressure is exerted.
Lining attachement by means of machine is time saving, simple and the
attachment is compact.

PUNCHING AND EYELATING

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 Punching here is meant for eyelet fitting. A round punch and an eyelet
setter are used for this purpose. The punch of the required size is kept on the
mark and hammered. An eyelet is inserted into this punch and fitted with an
eyelet setter. But in case of eyeleting machine, both the operations took place
in one stroke, i.e. as soon as the punch is made, the eyelet is inserted and fitted.

TEMPORARY ASEMBLING OF COMPONENTS

At the stage, components are assembled together as and where required,
by means of adhesive. To facilitate the attachment, marks are made on the
components where the other component has to come. This gives more
accuracy.

STITCHING
Stitching is an operation which can only be done by stitching machine,
whether in hand manufacturing or in machine manufacturing. The types of
machine may differ depending upon the type or purpose of stitch. There are flat
bed sewing machine, post bed sewing machine cylindrical bed sewing, zigzag
sewing machine, double needle machine, etc. earlier, the machines were run by
foot paddle, but now they are fitted with mechanical motor which runs by
electric power.
The latest developments in stitching machines are computer operated
stitching machines. The stitch lengths, point of stitch, speed etc are feeded and
the machine operates itself. These have got a very high speed and can stitch
hundreds of upper in a shift.

FINISHING
After the upper components are assembled together to give the shape of
upper. This upper is now ready to be send for next stage i.e. Bottom making
and finishing. But before that, the upper has to be finished, which means any

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faults in the upper are either to b e removed or to be hidden. These include
removing any adhesive marks, scratches, dirt, extra threads etc.

BOTTOM MAKING & FINISHING

This is the last stage where the shoe is actually given its shape. This
includes a large number of manufacturing operations. These may be briefly
described as follows:

INSOLE ATTACHEMENTS
The molded insole is attached to the bottom of the last. By hand, it is
placed on the bottom and nailed at two or three points with the help of hammer.
For this purpose, a stapling machine is used which inserts metal staple with
force as and wherever required.

INSERTION OF REINFORCEMENTS
At this stage, commonly two reinforcement materials are inserted. One
in the toe is known as toe puff and the one in the counter that is above the heel
portion, is known as stiffener. In the hand made process, there is a
reinforcement cut in the required shape, coated with adhesive and inserted
between the upper and lining material.
A solvent activated is also used. This material when dipped in the prescribed
solvent softens and becomes sticky. This is now inserted on drying it becomes
harnd and takes the required shape.

In case of machine operation, the reinforcement material is heat

activated plastic sheet of varying thickeness. The machine has two jobs to
perform. One is to activated the reinforcement sheet and secondly to mould it
in the required shape. The cut reinforcement material is inserted in the upper
and placed on the machine. This heated press comes down with force. Due to

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its high temperature, the reinforcement material softens and sticks to the upper.
The high pressure moulds it in the required toe or heel portion.

UPPER CONDITIONIONG
Upper conditioning means making the upper moist and soft so that it
can be stretched and molded on the last easily. For this purpose, there are a
number of methods. These include dipping the upper in a bucket of water or
keeping them on the kettle which contains boiling water. The conditioning
machine used for this purpose contains water jars. On heating, very hot steam
is relased and the upper gets moist and soft.

LASTING
Lasting is an operation which is most complicated and important at this
last stage. Lasting is generally performed in three stages, i.e. for part or toe part
lasting, seat or heel part lasting, and side lasting. Manually lasting is done by
means of iron pinches and nails. The worker doing this job, holds the last tight
between both his feet while sitting on the floor. He places the upper on the last,
holds the edges by means of pincers, pulls and stretches over the last and
inserts a nail so that the upper remains intact to the last. He keeps on doing it at
various points until the whole upper is lasted. This job can also be done in a
standing position where there is no need to hold the last by feet but it is fixed
in a jack placed over a table.
Today, in most of big manufacturing organization, lasting is done by
machines. This gives not only uniformity but also high speed of production.
But machine lasting is not done by a single machine, but is production. But
machine lasting is not done by a single machine, but is done by three different
machines. That is a different machine fore toe part, heel part and side lasting.
First of all, toe part lasting is done followed by heel part and then side. In the

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lasting machine, hot melt adhesive is used which may either be polyester or
polyamide. But nails can also used in place of adhesive.

HEAT SETTING
The purpose of this operation is to heat the lasted upper so that- it takes
the shape of the last properly. In manual production, lasted uppers are simply
kept in sunlight for some hours. For mechanized production, there is a heat
setting machine. In this machine, three is a heat chamber through which the
shoe is passed amidst hot air and steam. The temperature and duration of
exposure to heat depends upon the upper material.

REMOVEL OF CREASES
There may be chances that in lasting process there may occur creases at
any point in a shoe. To remove these creases, hot iron is applied due to which
the leather shrinks and the creases are removed. For this purpose, a hot blower
machine is used in mechanized production . This machine gives a very hot
blow of air on the affected are and the creases get removed.

SOLE ATTACHING
Sole attaching is done mainly in three stages, i.e. applicant of adhesive
on sole and on the bottom of shoe, activating the adhesive and sticking the sole
and sole pressing. Application of adhesive is generally done by hand using a
brush. In more modern setups these days, automatic application machines are
used. After applying the adhesive on the sole and shoe, it is kept for some time
to dry up. The shoe and sole are than kept in a heating even to activate the
adhesive and as it is activated, the sole is placed on the bottom and sticked to
it. The shoe is then placed on the sole pressing machine and pressed hard so
that it sticks hard

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FINISHING
Finishing may involve a number of operations depending upon the type
and quality of shoe.But commonly, finishing means means cleaning the shoe
and then polishing it. Cleaning means removing the marks, dust, adhesive etc
on the shoe and on the sole. Polishing is done after coloring.
In manual production, liquid polish of the color of the shoe is first
applied and brushed which gives shining to the shoe. In modern developments,
spray gun or spray chamber is used in which the color and polish in liquid form
is sprayed over the shoe to give it the required color and polish in liquid form
is sprayed over the shoe to give it the required colour and shine. Shoe making
operations come to almost and end here and the shoes are then sent for
inspection and packing

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 The anatomy of a shoe can be divided in an upper and lower (or bottom
part). Sections of the upper include Vamp, Quarter, Toecap, Throat, Insole
board, and Throatline. The sections of the lower shoe consist of an Outsole,
Shank and Heel.

The Upper of the Shoe

All parts or sections of the shoe above the sole that are stitched or
otherwise joined together to become a unit then attached to the insole and
outsole. The upper of the shoe consists of the vamp or front of the shoe, the
quarter i.e. the sides and back of the shoe, and the linings. Uppers are made in a
variety of different materials, both natural and synthetic. Leather became the
obvious cover of choice because it allowed air to pass through to and from the
skin pores thereby providing an opportunity to keep the feet, cool. The plastic
properties of animal skins further help mould the shoe to the foot beneath. The

GFGC, Shivamogga 26
ability for leather to crease over flexor surfaces facilitates the function of the
foot. Ironically synthetics used as uppers display elastic properties, which mean
the shoe upper never quite adjusts to the foot, shape in the same way as natural
leather. Synthetics are cheaper to mass-produce and are now found in most
mass produced footwear. Synthetic uppers are more waterproof. Woven fabric
such as cotton corduroy can be used as uppers. Classified as breathable fabrics
these help aeration.
Vamp
The vamp covers the dorsum of the foot (includes the tongue piece) and
superior aspects over the toes. This section i.e. the toe puff is reinforced which
serves to give the shoe its shape as well as protect the toes. The vamp is often
made of more than one piece, creating a decorative pattern. There are various
types of vamps suited to different styles of shoes.
Quarter
The complete upper part of the shoe behind the vamp line covering the
sides and backpart. The top edge of the sides and back of the quarter describes
the topline of the shoe. In athletic shoes the topline is often padded and referred
to as a collar. The medial and lateral sections join in a seam at the posterior end
of the shoe. In Oxford style lacing shoes, the eyelet section is formed by the
superior part of the quarter (while the underlying tongue is part of the vamp). In
the Gibson style the lacing segment forms part of the vamp. The heel section of
the quarter is frequently reinforced with a stiffener. This helps support the
rearfoot. In boots the quarter is often referred to as 'top'. In the Bal method, the
front edges of both quarters are stitched together and covered with the back
edge of the vamp. In the Blucher method the quarter panels are placed on top of
the vamp, and the front edges are not sewn together. In comparison with the Bal
method, the Blucher method permits the fitting of a larger foot girth by
broadening the throat of the shoe. A convalescent shoe (open to toe) is a
variation on the Blucher method in which the lacing extends to the front edge of

GFGC, Shivamogga 27
the vamp. In athletic shoes the vamp and quarter panels are often one
continuous piece of nylon or leather with additional leather pieces added to
reinforce critical areas of the shoe. Reinforcement added to the region of the
medial longitudinal arch are termed the saddle if it is added to the outside of the
shoe or the arch bandage if it is added to the inside of the shoe.
The counter is a component of the quarter that stabilizes the hind
foot in the shoe and retains the shape of the posterior portion of the shoe.
Counters are usually made from fiber board or heat moulded plastic. Foxing is
an additional piece of leather that covers the counter externally. Sometimes a
counter will extend medially to support the heel and prevent prolonged
pronation.

Toecap
Many shoes incorporate a toecap into the upper of the shoe. Toecaps are
either stitched over into a decorative features referred to as toe tips. The toe box
refers to the roofed area over and around the part of the shoe that covers the
toes. The function of the toe box is to retain the shape of the forefoot and allow
room for the toes. The height and width of the toe box is dictated by shape of
the last used to construct the shoe. Certain types of non-athletic and athletic
footgear will offer extra depth in the toe box.
Throat
The central part of the vamp just proximal to the toe box. The throat is formed
by the seam joining the vamp to the quarter i.e. throat line. The position of the
throat line depends on the construction of the shoe, for example a shorter vamp
and longer quarters define a lower throat line. This gives a wider lower opening
for the foot to enter the shoe. The throat is defined by the connection of the rear
edge of the vamp and the front part of the quarter. The location of the throat will
vary with the design of the shoe. Because the vamp and quarter panels are often
one piece in the athletic shoe, the throat is at the eye stay. This refers to the

GFGC, Shivamogga 28
point where the lacing is attached to the vamp. The throat of the shoe dictates
the maximum girth permitted by the shoe.
Insole board
In quality shoes the quarters and vamps are lined to enhance comfort and
durability. Linings may consist of various materials i.e. leathers, fabrics, and
manmade synthetics. The lining on the insole segment is called 'the sock' and
may be full-length, three-quarter or just the heel section. Many linings are made
of synthetic material and are usually confined to the quarters and the insock.

Insole (inner sole)

A layer of material shaped to the bottom of the last and sandwiched
between the outsole (or midsole) and the sole of the foot inside the shoe. The
insole covers the join between the upper and the sole in most methods of

GFGC, Shivamogga 29
construction and provides attachment for the upper, toe box linings and welting.
This provides a platform upon which the foot can operate and separates the
upper from the lower. The insole board is necessary in shoes that are
constructed using cemented or Goodyear welt techniques because it is the
attachment for upper and lower components. The majority of insole boards are
made of cellulose and are treated with additives to inhibit bacterial growth.
Athletic shoe wear will often have a sock liner, a piece of material placed over
the top of the insole board (glued in position or removable.
Outsole
This is the outer most sole of the shoe, which is directly exposed to abrasion
and wear. Traditionally made from a variety of materials, the outsole is
constructed in different thickness and degrees of flexibility. Ideal soling
materials must be waterproof, durable and possess a coefficient of friction high
enough to prevent slipping. Leather has poor gripping capabilities and synthetic
polymers are much preferred. There are also an infinite variety of surface
designs. Extra grip properties can be incorporated in the form of a distinctive
sole pattern with well-defined ridges. Alternatively they can be moulded with
cavities to reduce the weight of the sole. These cavities need to be covered with
a rigid insole or can be filled with light foam to produce a more flexible sole. In
some cases two or more materials of different densities can be incorporated into
the sole to give a hard wearing outer surface and a softer, more flexible midsole
for greater comfort. Synthetic soling materials will off the physical property of
dampening down impact levels (shock attenuation).
Shank
The shank bridges between the heel breast and the ball tred. The shankpiece or
shank spring can be made from wood, metal, fibreglass or plastic and consists
of a piece approximately 10cm long and 1.5 cm wide. The shank spring lies
within the bridge or waist of the shoe, i.e. between heel and ball corresponding
to the medial and lateral arches. The shankpiece reinforces the waist of the shoe

GFGC, Shivamogga 30
and prevents it from collapsing or distorting in wear. The contour of the shank
is determined by heel height. Shoes with low heels or wedged soles do not
require a shank because the torque between the rear and forefoot does not
distort the shoe.
Heel
The heel is the raised component under the rear of the shoe. Heels consist of a
variety of shapes, heights, and materials and are made of a series of raised
platforms or a hollowed section. The part of the heel next to sole is usually
shaped to fit the heel, this is called the heel seat or heel base. The heel breast
describes front face of the heel. The ground contact section is called the top
piece. Heels raise the rear of the shoe above the ground. A shoe without a heel
or midsole wedge may be completely flat. When the heel section sits lower than
the forefoot the style is called a 'negative heel'.
Welt
The strip of material which joins the upper to the sole. Most shoes will be
bonded by Goodyear-welted construction. Some shoes use an imitation welt
stitched around the top flat edge of the sole for decorative purposes, but it is not
a functional part of the shoe.

GFGC, Shivamogga 31
 Manufacturing Process in India and outside India

Pre-Assembly:-
1. Production Order
2. Die Cut
3. Manual Preparation
4. Stitching
5. Sole Assembly
6. Toe Lasting
7. Heel lasting
8. Auto Scribing
9. Trim & Edge

GFGC, Shivamogga 32
 10. Sole Attachment
11. Cleaning
12. Packing
13. Assembly

The Production process consists of eight steps. A more detail description

of the process follows hereafter
Molding:
The molding process takes the leather and sole and gives it their form.
The soles are created from various layers of material; hence in the molding
stage, various layers are molded to form a single sole. There are different ways
in which the molding machines can do this and each machine is configured to
do so in one particular way. There are a total of 10 moulding machines present
on the production floor. Their names are Moulder-001 to Moulder-010 and
their machine numbers and setup and operating costs can be found in the table
Machine Master of the production database.
Cutting:
After the moulding process the molded leather and soles go to the cutter
section. The cutting machines cut the leather and sole into its desired forms.
There are different ways in which the cutting machines can do this and each
machine is configured to do so in one particular way. There are a total of 10
cutting machines present on the production floor. Their names are Cutter-001
to Cutter-010 and their machine numbers and setup and operating costs can be
found in the table Machine Master of the production database.
Punching:
After the cutting process, the leather and soles need to get punched into
certain shapes to be able to fit them together properly. This is done in punching

GFGC, Shivamogga 33
machines. There are different ways in which the punching machines can do this
and each machine is configured to do so in one particular way. There are a total
of 10 punching machines present on the production floor. Their names are
Puncher-001 to Puncher-010 and their machine numbers and setup and
operating costs can be found in the table Machine Master of the production
database.
Gluing:
After the punching process, the leather and soles are glued together.
This is done in gluing machines. There are different ways in which the gluing
machines can do this and each machine is configured to do so in one particular
way. There are a total of 10 gluing machines present on the production floor.
Their names are Glue-001 to Glue-010 and their machine numbers and setup
and operating costs can be found in the table Machine Master of the production
database.
Sewing:
To get an even better fit between the sole and the leather, after they are
glued together they are sewed together as well. This is done in sewing
machines. There are different ways in which the sewing machines can do this
and each machine is configured to do so in one particular way. There are a total
of 10 sewing machines present on the production floor. Their names are Sew-
001 to Sew-010 and their machine numbers and setup and operating costs can
be found in the table Machine_Master of the production database.
Imprint:
The shoe's labels are imprinted and attached to the shoes in the imprint
process. There are different ways in which the imprint machines can do this
and each machine is configured to do so in one particular way. There are 10
imprint machines on the production floor. Their names are Imprint-001 to
Imprint-010 and their machine numbers and setup and operating costs can be
found in the table Machine Master of the production database.

GFGC, Shivamogga 34
Accessory:
The shoe's laces and attachments are attached to the shoes by
Attachment machines. There are different ways in which the accessory
machines can do this and each machine is configured to do so in one particular
way. There are a total of 10 machines. Their names are Accessory-01 to
Accessory-10 and their machine numbers and setup and operating costs can be
found in the table Machine Master of the production database.
Packaging:
Before the shoes can be shipped to the distribution centers and to the
customers, they are packed in shoe boxes. This is done in two packaging
machines, Package-01 and Package-02 and their machine numbers and setup
and operating costs can be found in the table Machine Master.
Production Routing
The sequence of the production process is for each shoe the same. Every
shoe goes to the molding section first, then to the cutter section, puncher
section, glue section, sew section, imprint section, imprint section, accessory
section and finally to the package section. However, as there are different
machine types in each section, every shoe has a different path. Which machine
each shoe goes to in each section is defined in the Assign tables of the
production database (Mould Assign, Cut Assign, etc.). These tables contain the
557 shoe numbers, the machine number indicating which machine it goes to in
that particular section and the average duration of that production step for that
particular shoe type.
A summary of the information in the Assign tables can be found in the
Routings Master table. This table contains all the shoe numbers, and for
production process sequence (1 to 7), the machine number each shoe is
supposed to go to and its average duration. In the next figure the plant layout
can be seen.
From this figure it can be seen that the first step in the production

GFGC, Shivamogga 35
process is the molder section. The molder section takes leather and soles from
the local stock and converts them in their proper forms. This 'product' then
goes to the next production step for further refurbishment. As you can see, in
between each production step there is a temporary stock. This stock is needed
to account for unexpected breakdowns and other production problems and
minimizes the chances of having serious production losses. The transportation
of the 'partial product' to the temporary stocks is done by a conveyor belt.
These conveyor belts pass through the center of each production section and
take the 'partial products' from the machine to the temporary stock. This
process is more or less the same for each section. However, the location of
local raw materials stock is different for each section, as can be seen in the
figure.
You can imagine that it is impossible to produce 557 different shoes at
the same time. This would mean that each machine (and its operator) would
produce approximately 50 different shoes on a daily basis. In reality this isn't
the case. At the WARP shoe company the 557 different shoes are produced by
means of a batch-process. This means that shoes are produced by 100 types at
the time. Each batch process lasts for 3 days. This means that for 3 days WARP
will produce 100 types, the next 3 days another 100 types, etc.

The Processing Data

The average processing times for each production process as indicated
in the previous section are based on the Processing Data table of the production
database. This table contains 2,005,200 records of processing times for the 557
shoes handled by the 72 machines on the production floor. The processing
times are expressed in seconds.
Product Demand, Sales Price and Raw Materials Policy
The demand for each of the 557 shoes for the last 6 years can be found
in the table Product Demand of the production database. Based on these figures

GFGC, Shivamogga 36
estimates can be made about future monthly demand.
In order to be able to produce the needed amount of shoes, an adequate
raw materials policy is needed. The actual policy can be summarized by stating
that once every 45 days certain raw materials are being ordered in the
quantities as stated in the table Order Quantities of the production database.
Each time an order is being placed; WARP has to pay CDN 100,000. The
monthly holding cost for the raw materials is 10 percent of its cost price. At
this moment in time no volume discounts are applicable.
The sales prices of each of the shoes are summarized in table
Sales_Prices of the production database. Besides direct production costs (raw
materials purchase and holding costs and machine operating costs) the
overhead costs (for offices, administration, labor and other purposes) are 16
percent of the direct production costs.
Warehouses and Distribution Centers
Whenever the shoes are finished and put in their respective boxes, they
are taken to 9 different warehouses. The names, capacities (expressed in pairs
of shoes), distances (in kilometers) from the production plant to these
warehouses and monthly operating costs can be found in the table Warehouse
Master of the production database. From these warehouses the shoes must be
taken to the distribution centers. The distances (in kilometers) from the 9
warehouses to the distribution centers and route numbers can be found in table
Warehouse Distance.

GFGC, Shivamogga 37
 There are many ways to attach the sole to the upper but commercially
only a few methods are preferred. Shoes were traditionally made by moulding
leather to a wooden last. Modern technology has introduced many new
materials and mechanised much of the manufacture. Remarkable as it may
seem the manufacture of shoes remains fairly labour intensive. No matter the
type of construction the first stage in construction is to attach the insole to the
undersurface of the last. Two main operations follow. Lasting describes the
upper sections are shaped to the last and insole. Followed by Bottoming, where
the sole is attached to the upper. The process of bottoming will determine price,
quality and performance of the shoe.
Cement
Alternative names include: 'Stuck on construction’ and the 'Compo
Process'.

For lightweight and flexible footwear the outsole is stuck to the upper
by an adhesive. Bonwelt is a variation with its distinguishing feature being a
strip of welting attached by stitching or cementing to the top edge of the insole.
The shoe is then flat lasted. This is not a true welt construction wherein the
welt is attached to the rib of the insole.
Goodyear Welt

GFGC, Shivamogga 38
 For high quality dress and town shoes the top section (or welt) is chain
stitched to the upper and insole rib at the point where it curves under the last.
This is supplemented by a lockstitch outseam bonding the welt and outsole.
The outsole is then sewn to the welt around the edge. Goodyear Welt creates
heavier less flexible footwear.
Stitchdown
Alternative names include: Veldt or veldschoen

A cheaper method used to produce lightweight flexible soles for

children's shoes and some casual footwear describes the upper turned out
(flanged) at the edge of the last. This is then stitched to the runner. In some
countries it is known as 'veldt' and 'veldtschoen.'
Mocassin

Thought to be the oldest shoe construction this consists of a single layer

section, which forms the insole, vamp and quarters. The piece is moulded
upwards from the Under surface of the last. An apron is then stitched to the
gathered edges of the vamp and the sole is stitched to the base of the shoe. This
method is used for flexible fashion footwear. The imitation moccasin has a

GFGC, Shivamogga 39
visual appearance of a moccasin but does not have the wrap around
construction of the genuine moccasin.

Molded Methods

The lasted upper is placed in a mould and the sole formed around it by
injecting liquid synthetic soling material (PVC, urethane). Alternatively, the
sole may be vulcanised by converting uncured rubber into a stable compound
by heat and pressure. When the materials in the moulds cool the sole-upper
bonding is complete. These methods combine the upper permanently into the
sole and such shoes cannot therefore be repaired easily. Moulded methods can
be used to make most types of footwear.

Force Lasting
Alternative names include: The Strobel-stitched method (or sew in sock)

Force lasting has evolved from sport shoes but is increasingly used in other
footwear. The Strobel-stitched method (or sew in sock) describes one of many

GFGC, Shivamogga 40
force lasting techniques. The upper is sewn directly to a sock by means of an
overlooking machine (Strobel stitcher) The upper is then pulled (force lasted)
onto a last or moulding foot. Unit soles with raised walls or moulded soles are
attached to completely cover the seam. This technique is sometimes known as
the Californian process or slip lasting.

GFGC, Shivamogga 41
Materials Used
Shoes are made from the best materials we are able to source.
The uppers are a high-tech synthetic microfibre material which is breathable
and very durable. The material is also water-resistant, lightweight, supple and
easy to maintain. In most circumstances its performance is superior to leather.
Microfibre material is made from a blend of polyamide fibres & polyurethane.
For most of our shoe styles we line the inside of the shoe with hard wearing
woven fabrics which are designed to draw moisture away from the skin.
Out-soles (i.e. the part that touches the ground) are generally rubber or rubber
resin. We use the most durable grades of these materials that we can source.
Many of our men’s shoes & unisex boots have Vibram brand soles, probably the
worlds most well know high quality out-soles.
In-soles (the part that your feet rest on) are made from high grade cellulose shoe
board, bonded to soft, shock absorbent, non-compressible Poron foot beds.
Poron is the best (& most expensive) cushioning material we know of. Most of
our flat soled shoes & boots also have a micro-cell rubber mid-board.

Leather
Animal skin that has been chemically modified to produce a strong,
flexible material that resists decay. Almost all the world output of leather is
produced from cattle hides and calfskins, goatskins and kidskins, and
sheepskins and lambskins. Other hides and skins used include those of the
horse, pig, kangaroo, deer, reptile, seal, and walrus.
Leather is used for a wide range of products. The variety of skins and
the way they are processed can produce leather as soft as cloth or as hard as a

GFGC, Shivamogga 42
shoe sole. Cattle hides, the major raw material for leather production, range
from being lightweight and supple to tough and strong. Tough hides are used in
the production of the durable leather required for soles of shoes, machine
belting, engine gaskets, and harnesses. Calfskin is lighter and finer grained,
and is used for making fine leather suitable for such articles as shoe uppers.
Sheepskin is soft and supple; it yields the type of leather suitable for gloves,
jackets, and other apparel. Since ancient times, human beings have used animal
skins and learned to make leather. The process of using chemicals to turn skins
into leather is called tanning.

CURING
The raw materials used by the leather industry originate largely as by-products
of the meat-packing industry. Before entering the tanning process, the raw
skins are "cured" by salting or drying them promptly after being removed from
the slaughtered animal. The more common methods used in curing require the
use of salt (sodium chloride) in one of two ways: wet-salting or brine-curing.
In wet-salting, the skins are liberally salted and piled on top of one another
until they form a pack. They are left in the pack for about 30 days to allow the
salt to thoroughly penetrate the skin. Brine-curing is a much quicker method.
In agitated brine-curing, the method most commonly used, skins are placed in
large vats called raceways that contain a disinfectant and brine maintained
close to full salt saturation. After about 16 hours in the raceway, the skins are
completely penetrated by the salt.

SOAKING AND UNHAIRING

The cured skins are soaked in pure water to eliminate salt, blood, and dirt, and
also to replace moisture lost in the curing process. After the skins have soaked
for a period varying from two hours to seven days, the flesh is removed
mechanically from the inner surface. To loosen the hair, the skins are then

GFGC, Shivamogga 43
immersed for one to nine days in a solution of lime and water containing a
small amount of sodium sulfide. Following this operation the hair is easily
removed by a dehairing machine, and the distinctive pattern known as the grain
can be distinguished on the outer surface of the skin. To ensure clear, clean
surfaces, any remaining flesh and hair is scraped off, usually by hand with a
dull knife, by a process called scudding.

DELIMING AND BATING

The next operation involves deliming the skins by soaking them in a weak
solution of acid, which reduces the swelling caused by the lime.
Simultaneously, most types of skins are treated with a "bating" material
consisting of enzymes to give a smoother grain and render the skin soft and
flexible. The amount of bating varies greatly, from none at all for sole leather
to a concentrated treatment for leather to be used in kidskin gloves. After the
deliming and bating operations, the stock can be tanned.
Each type of skin may be treated by several tanning processes. The
process is chosen according to the use for which the leather is intended. The
two principal tanning processes are mineral, or chrome, tanning, and vegetable
tanning. Chrome tanning often can be completed in a single day, whereas
vegetable tanning requires many weeks or months. Vegetable tanning results in
a firmer leather with greater water and stretch resistance. Chrome tanning
shrinks the stock and produces a longer-wearing leather with greater resistance
to heat. The processes are sometimes combined to derive some of the
advantages of each.

VEGETABLE TANNING

In this process the tanning agent, which renders the skin immune to decay and

GFGC, Shivamogga 44
prevents shrinkage, is a substance known as tannin. Tannin is extracted from
the bark, wood, fruit, and leaves of trees. Chestnut wood, oak bark, and
hemlock bark are the major domestic sources of the tannin used by the United
States leather industry. Foreign sources, which provide more than 80 percent of
the tannin supply, include the wood of the quebracho tree of South America,
mangrove bark from the island of Borneo, wattle bark from South Africa, and
myrobalan fruit from India.
In vegetable tanning the hides are suspended from rocking frames in a series of
vats containing increasingly stronger tannin solutions, called liquors. After
several weeks the hides are transferred to a "layaway" section, which consists
of larger vats containing still stronger liquors. Each week more tannin is added
to the liquor, until the hides have absorbed enough tannin to complete the
process. The last stages of the process may be Flexible vegetable-tanned
leathers to be used for belting, luggage, upholstery, or harnesses are less
heavily tanned than the leather intended for shoe soles.

MINERAL TANNING
The mineral tanning process is known as chrome tanning because the tanning
agent used most frequently is a salt compound of chromium. accelerated by the
use of warm liquors. Flexible vegetable-tanned leathers to be used for belting,
luggage, upholstery, or harnesses are less heavily tanned than the leather
intended for shoe soles.

MINERAL TANNING
The mineral tanning process is known as chrome tanning because the tanning
agent used most frequently is a salt compound of chromium. Chrome-tanned
leathers, which stretch more than vegetable-tanned leathers, are suitable for
handbags, shoe uppers, gloves, and garments.

GFGC, Shivamogga 45
 To prepare the stock for chrome tanning, the bated skins are pickled in a
solution of salt and acid. The skins are then immersed in a basic chromium-
sulfate solution within a large revolving drum that tumbles the skins. This type
of liquor penetrates the skins so rapidly that tannage is accomplished in less
than a day. The chrome process originally involved the use of two different
liquors, both solutions of compounds of chromium, and required substantially
more time. Known as the two-bath process, it is still used for some varieties of
leather. Aluminum or zirconium compounds may be used in place of chromium
in the production of white leather. Alum, formaldehyde, gluteraldehyde, and
synthetic tannins (Syntans) are also used to impart special characteristics.
In the production of combination-tanned leather, the skin is first
chrome-tanned and then retained with vegetable tannins. The modified
applications of both processes produce leather with some of the advantages of
each type.

LUBRICATION AND DYEING

After tanning, all types of leather undergo various operations that differ
according to the use of the desired product. Vegetable-tanned leather for shoe
soles is first bleached a lighter color. Next, it is infused with such materials as
epsom salts, oils, and glucose, and then lubricated with hot emulsions of soap,
greases, and sometimes wax. Finally, the stock is run through rolling machines
to give the leather a desired degree of firmness and a high gloss. Chrome-
tanned leather intended for shoe uppers is split and shaved to the desired
uniform thickness. It is then placed in a rotating drum for the dyeing process,
which usually involves the use of several types of coloring materials to achieve
color fastness and durability. Before or after dyeing, the leather is rolled in a
"fat liquor," which contains emulsified oils and greases. More than 100 leather
colors exist, ranging from traditional tans and browns to such exotic shades as
fuchsia and turquoise.

GFGC, Shivamogga 46
 After dyeing and fat-liquoring, the stock is stretched for drying. Workers
paste the stock on frames made of glass or ceramics or "toggle" it on perforated
metal frames. The frames are then conveyed through drying tunnels with
controlled heat and humidity.

FINISHING
Heavy leathers are finished by coating the grain surface with a finishing
compound, and finally by brushing it under a revolving, brush-covered
cylinder. The grain surface of light leathers is buffed, or sandpapered, to
correct imperfections in the skin. Buffing the flesh side of leather raises the nap
and produces the popular leather known as suede. For smooth finishes, most
light leather is seasoned, or treated with a mixture of such materials as waxes,
shellac or emulsified synthetic resins, dyes, and pigments. Pigments are used
sparingly to avoid a painted look. Glazing gives the grain a highly polished
surface. Several coats of thick, oily varnish are required to give patent leather
its characteristic high gloss.

LEATHER SUBSTITUTES
Today, many artificial substances are produced and sold as "leather goods."
These modern synthetics include such plastics as polyvinyl chloride and
nonwoven fibers impregnated with binders. These materials lack leather's
porous quality, pliable nature, and resilience. However, the artificial materials
cost less to produce than leather and have come to command a large share of
the leather market, particularly in shoe soles.

GFGC, Shivamogga 47
 Boot and shoe making machines come in complete structure, which
blends beautifully in shoe shops thus adding to the beauty of the shop. It is
ideally used in shoes making factory & modern shoes repairing shops.
There are multi-functions in one machine and comes with salient features like
polishing, waxing, trimming and also can be made available with special
designs pressing moulding, noiseless operation, low rate of failure and with
many other features suiting different shoe purposes. It is labor saving, highly
accurate and efficient machine that is capable of making all types of boot and
shoes with ease.
There is manual as well as automatic shoe making machine. It also comes with
dual operations like shoe and boot making and also repairing shoe operation.

Automatic Heel Upper-Binding Machine

Model Number: HY-727A
Features:
1) Production: 2500pairs/8hr
2) Power: 2HP
3) Hydraulic: 142L
4) Electro heat: 400W
Inner packing: Dimensions: 1200 x 760 x 1420mm
Outer packing: Dimensions: 1270 x 820 x 1680mm

GFGC, Shivamogga 48
Auto Upper Molding Machine
Model Number: HY-619A
Features:
1) Production: 2000pairs/8hr
2) Voltage: 220V / 50Hz
3) Weight: 400kg
4) Electro heat: 1.2KW
5) Air pressure: 0.6Mpa
Inner packing: Dimensions: 740 x 770 x 1650mm
Outer packing: Dimensions: 740 x 770 x 1650mm

Computerized Hydraulic Automatic Toe Machine

Model Number: HY-737C
Features:
1) Production: 2500pairs/8hrs
2) Power: 2HP
3) Hydraulic: 142L

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4) Electro heat: 1kW
Inner packing: Dimensions: 1810 x 1000 x 1950mm
Outer packing: Dimensions: 1920 x 1030 x 2120mm

Automatic Upper Molding

Machine
Model Number: HY-618B
Features:
1) Production: 2000pairs/8hr
2) Air pressure: 0.6Mpa
3) Electro heat: 0.2KW
4) Weight: 400kg
5) Voltage: 220V / 50Hz
Inner packing: Dimensions: 740 x 770 x 1650mm
Outer packing: Dimensions: 740 x 770 x 1650mm

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 Chapter 3
COMPANY PROFILE

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 Company Profile
Introduction
Liberty in India’s No. 1 footwear brand and the 5 th largest footwear
manufacturer in the World. Liberty produces footwear for the entire family,
right from the toddlers to the young at heart. Liberty Footwear is the only
Indian company that is among the top 5 manufacturers of leather footwear of
the world with a turnover in excess of U.S.$ 100 million. Producing more than
60,00 pairs of footwear a day.
A range that is among the largest in the industry, covering virtually
every age group and income category. Marketed across the globe through 150
distributors, 350 exclusive showrooms and over 6000 multi-brand outlets, and
sold in thousands every day in more than 25 countries including fashion-
driven, quality-obsessed nations like France, Italy, and Germany.
“Steeped in a philosophy that has at its core innovation, technology and
advancement, we at Liberty, pride ourselves over and above everything else on
our healthy and heart-felt respect for the human ethos, which projects itself in
the expectancy and excitement with which one greets the arrival of the new
combined with a sincere and deep regard for the old, which is appreciative of
and adopts at every stage the unique balance between modernization and
tradition.”
Liberty as a brand is constantly evolving to keep pace with the changing
trends, styles, beliefs and aspirations of people while maintaining the sanctity
of certain traditions like workmanship and good value.
With people as its leitmotif, Liberty has for over 50 years, always stayed
in touch with the aspirations of every successive generation even as it
developed the largest range in the industry catering to every income bracket
and age segment. Using the patented ‘Humantech’ approach that combines the
best of talent with the latest in technology. From the price-conscious, value for
money seeking buyer to the trendy, global, price-indifferent customer from the

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with it all attitude teenager to the conservative seen it all adult, just about about
every-body today finds a good reason for being in Liberty.
Liberty is today consolidating and expanding its following form the
fashion alloys to the sidewalks with styles that compliment the newest most
happening trends. And also by turning footwear selling into a byword for
personalized service in an ambience of five star comforts. This can be
experienced in the hundreds of liberty five star showrooms and shoe stations in
India and abroad. But beyond that lies another but equally significant
involvement.
It’s all about making a difference in the lives of thousands of people all
over India by ensuring direct and indirect employment. Creating wealth
sharing prosperity, and generating progress. Fro Liberty, there can be no
greater honors than that and no bigger reason for walking tall.

Credo
To ensure that the method we use is the latest technology world over.
To follow the highest standards of honest workmanship in whatever we make.
To walk that extra mile to ensure customer satisfaction worldwide.
To remain a true cosmopolitan to the spritit.
To remain a great corporation to associate with, to work, for, to know that

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COMPANY PROFILE

Liberty Shoes Ltd.

Liberty Shoes Ltd. is the only Indian company that is among the top 5
manufacturers of leather footwear in the world with a turnover exceeding U.S.
$100 million.
We produce more than 50,000 pairs of footwear a day covering virtually every
age group and income category. Products are marketed across the globe
through 150 distributors, 350 exclusive showrooms and over 6000 multi-brand
outlets, and sold in thousands every day in more than 25 countries including
fashion-driven, quality-obsessed nations like France, Italy, and Germany
With 50 years of excellence, today Liberty produces footwear for the entire
family and is a trusted name across the world. In the domestic market it is one
of the most admired footwear brands and holds the largest market share for
leather footwear.

One of Humantech Centers in Karnal, Haryana

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The History
It was the 25th December of 1954 when India was nurturing its growth as a
free country, three dreamers in a small town in erstwhile Punjab thought of
producing an Indian brand of footwear to make a basic necessity available to
their countrymen.
Mr. D P Gupta, Mr. P D Gupta and Mr. R K Bansal allowed their vision to
cross every barrier and brought cutting-edge technologies to their own country.
Within a short span of time, the name, Liberty became a synonym to quality
footwear in the domestic market and this encouraged the company to invest
further for enhancing production capacities and to cater to the demands of
international markets.
With 50 years of excellence, today Liberty produces footwear for the entire
family and is a trusted name across the world. In the domestic market it is one
of the most admired footwear brands and holds the largest market share for
leather footwear

The liberty group is a success story of courage, determination, and

dedication. The group has built its empire from a small scale business
enterprise to one of the largest shoe manufacturer in India. Karnal based gupta
and bansal families (the founder of liberty group) have also pioneered in
fottwear export. The group has it own manufacturing facility in
LIBERTYPURAM (near Karnal) and three other in Gharunda (near panipat),
Karnal and in dehradun.
 Started shoe business at Karnal in 1944
 Started manufacturing in 1946 with 4 pairs a day
 Named as liberty footwear Co. in 1954
 Set up semi-mechanized manufacturing unit in 164
 Switched over to 100% exports in 1968

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  Re-entered domestic market in 1983
 Liberty Shoes Limited, the public ltd. company of the group started
commercial production in 1993.
Today the group comprises of five firms namely, Liberty Footwear Company,
Liberty Enterprises, Liberty Leather, Liberty Group Marketing Division, and
Liberty Shoes Limited. The group has an annual turnover of Rs. 400 crorer and
anticipates a turnover of Rs. 500 crore by the year 2005. From a humble
beginning 60 years back, Liberty has indeed come a long way

The Management
Adarsh Gupta
CHIEF EXECUTIVE OFFICER
Adarsh Gupta is a Mechanical Engineer, having specialization in Polyurethane
applications in Footwear and joined Liberty in 1983.He pioneered PU
technology for the in India and helped make Liberty a leader in Domestic
Market. He has also put into place a road map for Liberty foray in the
International markets and aggressively marketed the brand. With a string of
diversification Adesh has changed the company into a multi product
conglomerate with interests in Retailing, Automotive, Chemicals, Construction
and Real estate sectors. Adesh has won many prestigious awards and a key
functionary of CII and also the Chairman of IMC, ITI, Karnal.

Adarsh Gupta
Executive Director
Having honed his business skills over the last twenty years, Adarsh is widely
traveled across the globe and understands the nuances of doing business at the
global stage. An avid learner Adarsh continues to enhance his skills and
acumen through development programs, many of which have international

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acclaim. Adarsh has done a diploma in Footwear design from the world
acclaimed ARS Sutoria Institute, Milan, Italy.

Shammi Bansal
Executive Director
Shammi Bansal is an eminent name in the leather and footwear industry of
India. He started his quest for innovation and excellence in 1982 when he
joined Liberty Shoes Ltd.

Our Credo
To ensure that the method we use is the latest technology the world over. To
follow the highest standards of honest workmanship in whatever we make. To
Walk the extra mile to ensure customer satisfaction worldwide. To remain a
true cosmopolitan to the spirit. To remain a great corporation to associate with,
to work for.
Technology

Better methods. Better tools. Better technology. Enhanced productivity. Finest

quality. Greater customer satisfaction. Liberty has a lot of firsts to its credit.

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It has introduced a new material called TPU (Thermo Plastic Urethane), for
high quality footwear, into the country. This material has better properties than
PVC or TPR (conventional materials used for footwear).
Liberty has also been instrumental in introducing EVA (Ethyl Vinyl Acetate),
which is a direct injection molding used for making sole for the f

Irst time in Asia. This technology uses very light material & the footwear is
made with the direct injection system.
Liberty also pioneered the PU (Poly Urethane) Technology in India for the
footwear industry.
Besides these Thermo Plastic Elastomer has been developed for the first time
in India at Liberty. A CAD/CAM design center is in place at Liberty. The
Sympatex waterproof technology in footwear was pioneered by also Liberty.
Liberty is also the first company to market PPE products for safety purpose

Manufacturing Excellence

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We call them Humantech Centers. When people visit us they see them as
centers of Excellence for manufacturing shoes where technology works in
perfect tandem with human creativity. Liberty has Humantech centers at four
locations in India, the latest being the Uttaranchal project which was launched
recently to boost the production of world-class footwear. This Greenfield plant
near Dehradun will increase the company's existing production capacity of 18
million units’ pa by 200,000 units

The locations of the four are Humantech Centers:

GHARAUNDA, HARYANA (APPROX. 95 K.M. FROM SHIMOGA)
Gharaunda is the first plant of its kind in this part of Asia that is equipped with
Desma machines for PU Direct Injection Moulding. Using PUF technology
and Computer Aided Systems this vertically integrated plant produces
Industrial Safety Shoes that are made to European standards. Sympatex TEX
booties as well as ordinary booties are also made here. Beside these Gharaunda
has a design center where an ambitious team of young designers working in
tandem with experienced technologists.

Liberty puram, Haryana (102 k.m. from Shimoga)

About 14 km from Karnal this Humantech center, spread across 50 acres of
landscaped greens, has 16 lines for Cement Last Construction footwear, 15
lines for Direct Injection Mounded footwear and 3 lines for EVA Direct
Injection footwear. It is a manufacturing base for slippers and sandals that put
the Chinese sheet slippers to shade, teenager's shoes with very light

PVC soles as well as leather soles, shoes for both sexes as well as booties for
ladies.
Karnal, Haryana (124 k.m. from Shimoga)

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Liberty’s first manufacturing center caters essentially to the domestic market
and produces Cement Last Construction as well as leather sole footwear for
both men and women.

Dehradun in, Uttaranchal

This new Humantech center makes Cement Last Construction footwear as well
as the comfort range of sandals for ladies. It will soon also produce sports
shoes for the likes of Reebok and Nike as well as for the domestic market.

Product Range
Liberty has created a repertoire of 10 well developed brands, each one of
which has been painstakingly nurtured to cater to its specified target group.
Care has been taken to create a specific identity for each brand and to provide
the latest international designs.
Today, the new range from Liberty is all about style, design, and comfort. The
range imbibes the spirit of fun and is trendy to the core. There is a product for
every season and occasion.

Force 10 has long perceived to be the flagship brand of Liberty, Force 10,
today is Synonymous with value for money fashion sports shoes. It is a symbol
of family force of Liberty which has 10 members. Targeted at the age Group of
13-28 year old boys and men, Force 10 produces over 600,000 pairs annually.
Available in the range of Rs. 350 to Rs. 1250, Force 10 looks with

“Life at a force of 10”

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Coolers are the brand of men’s sandals and slip-ons. These sandals cater to the
age group of 21-45 years and are a stylish and comfortable accompaniment to
any apparel. The range is amongst the most sought after during the summer
months and over 1,000,000 sandals are produced every year. In the price range
of Rs. 295 to Rs. 899, Coolers are indeed

“Cool comfortable sandals”

Foot fun has been created as an exclusive brand for children in the age group of
1 to 12 years. Children have their own peculiar requirements so far as footwear
is concerned. The Liberty Foot fun addresses all concerns of style, comfort,
fitting as well as gives special emphasis to the flexibility of the footwear.
Bright and vibrant colors are to the USP of the range and the maintenance
proof products add value for the children and parents alike.

The products in this category include sandals, infant and toddler range of
unisex shoes, sports shoes, and school shoes. The range is available in the price
range at Rs. 135.00 to Rs. 395.00 and sells over 2,400,000 pairs annually. It
conforms to the tag line.

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“Non Stop Fun”

Fortune comprises of men’s formal and casual shoes in Leather from the House
of Liberty. These shoes, meant for today’s students and executives in the age
group of 18-45, combines the latest trends in formal wear abroad in to the most
formal footwear. It is a sign of good luck, a symbol of being prosperous. The
Fortune collection produces 600,000 pairs of shoes every year. In the price
range of Rs. 850 – 1495, these shoes promise,

“It takes some men places”

A symbol of light weight footwear, it gives a feeling of floating in air. It is the

most important brand of Liberty as it covers all segments, varieties, colours,
designs and price ranges. It is a mass brand of the company. Gliders cater to the
specific need of normal, semi-formal footwear as well as beachwear for the age
group of 2-45 years. This range has something or the other to cater to the
requirements of children, young men and women. Over 45, 00,000 pairs of

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Gliders footwear are produced each year in the price range of Rs. 125 to Rs.
1795. Gliders conform to the adage:

“Some things are just right”

Senorita is a brand that caters to the high design and fashion styling amongst
young women. Bringing out the flair of each style, Senorita invites young
women in the age group of 14-26 to be comfortable as well as look the most
delicately brought out the latest designs for this brand. Over 4, 50,000 pairs are
produced in this range in the price category of Rs. 495 to Rs. 995. Senorita
invites women to retain their youthfulness, vibrancy and energy through its
tag-line

“Hey woman, stay girl”

Geo Sport exclusive professional sports shoes for 14-38 year olds; Geo Sport is
targeted at budding and professional sportspersons. The shoes cater to niche of
professional sportswear, 15,000 pairs of shoes are created every year in the
price range of Rs. 895 - Rs. 1695. Geo Sport is important to serious player

“Because winning matters”

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Warrior a range of safety shoes for institution sales and workers of the age
group 21- 45 years comprise Warrior, because of its solid sturdy looks, Warrior
is also becoming quite a rage with the young boys and men. The product line is
available from Rs. 685-1195 and sells 4, 00,000 pairs annually.

Windsor provides casual and formal shoes for the young executives in the age
group of 21 to 40 years. This brand caters to the need for power dressing for
the young executives and allows the busy executive to make a statement in
power dressing, which is as much at ease in the boardroom as in the cocktail
lounge.

The idea is to be comfortable wearing these attractive leather formal shoes over
long periods every day, in keeping with the hectic lifestyles today. Over
750,000 pairs of Windsor are produced annually in the price range of Rs. 895
to Rs. 1999. Windsor truly believes

“What’s life without a little comfort?”

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 Chapter 4
MARKETING
 Consumer behaviour
 Problem findings
 Advertising

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 MARKETING: - BASIC FUNDAMENTALS

MARKETING
Marketing is a social and managerial process by which individuals and groups
obtain what they need and want through creating, offering, and exchanging
products of value with others.
“Philip Kotler”

This definition of marketing rests on some core concepts. These are – needs
wants demands, products (Goods, Services and Ideas), values, cost,
satisfaction, exchange, transaction, relationship, and networks, markets, and
marketers.

Marketing is a process of exchanging products of value with others with giving

each of them maximum benefit. Marketing concept is a business philosophy
that makes waves during 1950’s. The marketing concept holds the key to
achieving organizational goals consists of being more effective than
competitors in integrating marketing activities toward determining and
satisfying the needs and wants of target markets
The marketing concept has been expressed in man colorful ways.
“Meeting needs profitably.”
“Find wants and fills them.”

“Love the customer, not the product.”

“Have it your way.”
“You’re the boss.”
“Putting people first.”
“Partners for profit.”

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INTEGRATED MARKETING
When all company’s department work together to serve the customer’s interest,
the result is integrated marketing. Integrated marketing works on two levels.
First, the various marketing functions like sales force, advertising, product
management, marketing research and so on to work

Together. Second marketing must be well coordinated with other company

departments. Marketing does not work when it is merely department. It works
only when all employees appreciate their impact on customer satisfaction.

SOCIETAL MARKETING
The societal marketing concept holds that the organization’s task is to
determine the needs, wants, and interests of target markets and to deliver the
desired satisfaction more effectively and efficiently than competitors in a way
that preserves or enhances the consumer’s and the society’s well being.

The societal marketing concept calls upon marketers to build social and ethical
considerations into their marketing practices. They must balance and juggle the
often conflicting criteria of company profits, consumer wants satisfaction and
public interest.

CONSUMER BEHAVIOUR
Consumer Buying Behavior
The decision process and acts of final household consumers associated
with evaluating, buying, consuming, and discarding products for personal
consumption.
Consider the purchase of an automobile. You generally will not consider
different options until some event triggers a need, such as a problem needing
potentially expensive repair. Once this need has put you “on the market”, you

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begin to ask your friends for recommendations regarding dealerships and car
models. After visiting several dealerships, you test drive several models and
finally decide on a particular mode. After picking up your new car, you have
doubts on the way home, wondering if you can afford the monthly payments,
but then begin to wonder if instead you should have purchased a more
expensive but potentially more reliable model. Over the next five year, the car
has several unexpected breakdowns that lead you to want to purchase a
different brand, but you have been very happy with the services of the local
dealership and decide to again purchase your next care there.
In this particular case, the following generic model of consumer
decision making appears to hold:
 Need recognition
 Information search
 Evaluation of alternatives
 Purchase decision
 Post purchase behavior

Now consider the purchase of a quart of orange juice. You purchase this
product when you do your grocery shopping once per week. You have a
favorite brand of orange juice and usually do your grocery shopping once per
week. You have a favorite brand of orange juice, you always go to the same
place in the store to pick it up, and never notice what other brands are on the
shelf or what the prices of other brands are. How is it that the generic model
above works differently in this second scenario ? Why does it work
differently ? Why would we generally need the ministrations of a sales person
in the sale of a car, but we generally do not need the help of a salesperson in
the purchase of orange juice?

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How can the marketer of orange juice get a consumer like you to exert more
effort into information search or to consider alternative products ? How is it
that the marketer of your brand got you to ignore alternative competing
brands ? What is the involvement of salespeople in sales promotions that might
be associated with products such as orange juice ? Consumer behavior
researchers are not so interested in studying the validity of the above generic
model, but are more interested in various factors that influence how such a
model might work and what are the factors, which influenced consumer-buying
behavior.
INFLUENCES ON THE GENERIC MODEL
External
Group
e.g., cultural, family, reference group influence Environmental / situational
e.g., time of day, temperature and humidity, etc.

Internal
Lifestyle, personality, decision-making process, motivation etc.

GROUP INFLUENCES ON CONSUMER BEHAVIOR

Culture
The set of basic values, beliefs, norms, and associated behaviors that are
learned by a member of society.

Note that culture is something that is learned and that it has a relatively long
lasting effect on the behaviors of an individual. As an example of cultural
influences, consider how the salesperson in an automobile showroom in the
U.S. must react to different couples that are considering the purchase of a car.
In some subculture, the husband will play a dominant role in the purchase
decision; in others, the wife will play a more dominant role.

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Social Class
A group of individuals with similar social rank, based on such factors are
occupation, education, and wealth.

Reference Groups
Groups, often temporary, that affects a person’s values, attitude, or behaviors.
E.g., your behaviors around colleagues at work or friends at school are
probably different from your behaviors around your parents, no matter your
age or stage in the family cycle.

Opinion leader
A person within a reference group who exerts influence on others because of
special skills, knowledge, personality, etc.

Family
A group of people related by blood, marriage, or other socially approved
relationship.

INTERNAL INFLUENCES ON CONSUMER BEHAVIOR

Personality
A person’s distinguishes psychological characteristics that lead to relatively
consistent and lasting responses to stimuli in the environment.

We are each unique as individuals, and we each respond differently as

consumers. For example, some people are “optimizers” who will keep
shopping until they are certain that they have found the best price for a
particular item, while other people are “satisfiers” who will stop shopping

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 when they believe that they have found something that is “good enough. “If
you are a salesperson in a retail shoe store, how might you work differently
with these two personalities?

Lifestyle and Psychographics

 Lifestyle is a pattern of living expressed through a person’s activities,
interests, and opinions.
 Psychographics is a technique for measuring personality and lifestyles
to developing lifestyle classifications.

Motivation: multiple motives

Consumers usually have multiple motives for particular behaviors. These can
be a combination of:

 Manifest
Known to the person and freely admitted
 Latent
Unknown to the person or the person
Involvement has to do with an individual’s
 Intensity of interest in a product and the
 Importance of the product for that person
The purchase of a car is much more risky than the purchase of a quart of
orange juice, and therefore presents a higher involvement situation. This
modifies the way that the generic model works.

As involvement increases, consumers have greater motivation to comprehend

and elaborate on information salient to the purchase.

TYPES OF CONSUME PROBLEM-SOLVING PROCESSES

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 Routine problem
 Used when buying frequently purchased, low cost items
 Used when little search/decision effort is needed
 E.g., buying a quart of orange juice once per week

Limited problem solving

 Used when products are occasionally purchased
 Used when information is needed about an unfamiliar product in a
familiar product category

Extended problem solving

 Used when product is unfamiliar, expensive, or infrequently purchased
 E.g., buying a new car once every five years

POST-PURCHASE CONSUMER BEHAVIOR

Satisfaction
After the sale, the buyer will likely feel either satisfied or dissatisfied. If the
buyer believes that he received more in the exchange than what was paid, he
might feel satisfied. If he believes that he received less in the exchange than
what was paid, then he might feel dissatisfied. Dissatisfied buyers are not
likely to return as customers and are not likely to send friends, relatives and
acquaintances. They are also more likely to be unhappy or even abusive when
the product requires post-sale servicing, as when an automobile needs warranty
maintenance.

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PROBLEM FINDINGS
Introduction
We started our business in Karnal (Haryana) way back in 1944. We made a
beginning as a small retailer sourcing shoes from small local manufacturers. In
1948, we started manufacturing our own footwear.
However, Liberty as a brand name came into existence in 1954. We catered
mostly in domestic market in neighboring areas like Haryana, Himachal
Pradesh, Punjab and some parts of Pakistan till 1964. Thereafter, export market
caught our fancy and by 1968, we completely switched onto exports. And till
1983, we were 100% exported oriented unit in terms of sales. In 1983, we
turned

our attention towards domestic market again. We introduced a new technology

of PU (Polyurethane) based sole shoes in the Indian market as we were
exporting these kinds of shoes to our international customers. At the same time,
the second generation of our family also entered the business.

Target Market
the premium segment does not offer volumes. The market up there is very
small and there are too many players in fray. Therefore, in order to grow by
gaining in volumes, we have moved towards catering to the middle and upper-
middle class segments, which offer a far higher off-take of footwear.

Our advertising and promotion strategy over the years has consistently aimed
at positioning Liberty as a complete family footwear brand. Initially, we
focused on the upper class segment as our core target market. Later on, we
shifted our attention towards the middle and upper-middle class segment also.

Positioning

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Till few months back, the customers perceived Liberty as a comfortable,
durable and great value for money brand. We are trying to enhance that
perception by positioning Liberty as a more vibrant and contemporary brand
too. The new positioning does not mean that we are moving away from the
comfort, durability and value planks. Those will always be there associated
with Liberty. So Liberty as an umbrella brand has become more fashionable in
tune with the changed market needs now.
Range offered by Liberty
In 1991, we took a stock of the long-term view of our business and marketing
strategy. Thereafter, the Liberty product range was divided into number of
categories with their own sub-branding under the umbrella

Liberty brand .'Force 10', fashionable sports shoes (not performance sports
shoes) was the first sub-brand launched by us. We have 'Fortune' for men's

Formal and 'Windsor' for executive range mostly for the people who are on the
move. So we have three ranges in men's shoe category. We have 'Coolers'
which is a sandal for both men and women. For women, we have 'Senorita' for
more fashion conscious women and 'Tip-Top' for married women who looks
for more comfort. Then we have 'Gliders' which caters to the entire family
from 4-years to 50-years plus. It is positioned as a young brand. In Gliders, we
have three categories - Glider C for children, Glider P for teenagers and Gliders
A for adults. We also have 'Foot Fun' for children and 'Prefect' which is
children's school shoe. We also have 'Warrior' which is a shoe for industrial
applications with a safety benefit used primarily in factories and army. Besides
these 10 sub-brands, we also have a brand called A-Ha which is a hawai
chappal, catering to the lower class segment market. But A-Ha is not a sub-
brand of Liberty as we do not cover it under our branding.

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Market Share of Liberty
In terms of number of pairs, it is very difficult to analyze because 75% of the
industry is in the unorganized sector. But according to certain Govt. agencies,
India produces about 1.1 billion pairs of footwear’s. In value terms, the
industry size should be around Rs.8,000 crore including exports. In the
organized sector, we are second to Bata with a turnover of about 350 crores.

How Liberty is Different

I would say the brand personality of Liberty is different from other brands like
Lakhani, Action etc. Unlike others, we are catering to the entire family.

Bata is the only other company which offers the complete family range of
footwear like us. Other players are catering to certain niche markets only such
as Lakhani is more into rural segment or Action which is more into teenagers
and kids only. So Liberty is catering to a very large segment of the market
through its wide range of sub-brands whereas others are single brand entities.
Role of Advertising

We strongly believe that advertising for a brand is the fuel for the growth of the
company. See, consumers react to the advertising which results in a demand for
a brand translating into sales for the company. Thanks to our

Advertising consistently over the years, Liberty has been perceived as a brand
which is young, modern and offering new and international range of
footwear’s. But in the last two years or so, we felt that ads irrespective of the
TV, press or outdoor mediums were not adding any value so we toned down
our ad spend.
Effect of Less Advertising

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Yes certainly, low visibility does affect the brand's share in the consumer's
mind. But business was low and we tuned down the advertising to a minimal
level.
However, we took stock of the situation and as business has improved, we have
again upped our ad budget. This financial year we plan to spend around Rs.12
crore on our advertising. We have changed our ad strategy also by opting for
advertising in the peak seasons only instead of advertising through out the year.
Even our advertising creative’s have also undergone major change. Our ad
campaign has become more youthful and catchy communicating the new
fashionable appeal of Liberty brand in a more effective manner.
Brand Loyalty
We fare very well on the loyalty parameter among the customers, however, as I
said earlier, in the last few years brand loyalty among Indian consumers has
eroded and foreign brands/products are perceived to be better than Indian
products/brands. But our experience shows that customers are now realizing
that among the footwear products/brands Liberty is still the best brand in the
country and Liberty customer loyalty is further improving.

Channels
Well, we sell through 350 exclusive Liberty showrooms and more than 4000
multi brand stores spread all over India. But the retail stores are neither owned
nor managed by us.
Future Plans
I think Indian consumer is now more aware of international trends and
shopping standards as our markets are becoming an important part of the
global market.
Being associated with exports for last more than 40 years, we have an
advantage of providing international quality products to Indian consumers and
in terms of technology and styling, we are not behindnternational trends.

GFGC, Shivamogga 76
However, we do not provide international shopping experience to Indian
consumers and therefore in the last 3-4 years, we have made conscious efforts
to upgrade the standards of our retail outlets and we shall continue to do so to
make the shopping enjoyable for the Indian consumers. Moreover we shall
continue providing the latest high quality products to Indian consumers at
affordable prices, which are not only comfortable but durable too.

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ADVERTISING
Print Campaign

Liberty has tried to project

itself as a brand of style. They
made print campaigns with
powerful one liners targeting
each segment. For example in
the first print campaign
shown above they have
targeted the youth in the age
group of 14-24. They have
targeted the youth in that phase of life in which they are undecided about
where their life is heading, where their careers are headed and where they
In the second print campaign they have used stylish models such as Nethra
Ranganathan to represent style and fashion. They have targeted the urban
Indian woman who is style and fashion conscious. They have also cited the
importance of the correct kind of footwear.

GFGC, Shivamogga 78
Liberty has targeted various segments like the school college going youth, the
working mothers, the stylish urban woman and children. In the above print
campaigns they have targeted children and the stylish office going male. They
have portrayed the child as having her own identity. They have also portrayed
the urban Indian working male as stylish and a winner in all he does. They
have very beautifully used the psychographics of the segments.
In each of their print advertisements they have portrayed Liberty as a brand
used by individuals having a separate identity, whether it be the identity of a
child or an urban Indian youth. Punch lines like ‘Competition, Winning Edge, I
have it all’, ‘Peer pressure? Boys? Every Step I take is very much me’ or
‘Daddy’s eyes, Mummy’s nose, My shoes are just my own’.
ADVERTISING & PROMOTION
The marketing division takes aggressive promotional exercise throughout the
year. Special marketing communication mix are devised for special occasions
like Diwali, Id, Christmas etc. company promotes its products by adding value
to the lifestyle and a part of the ambitions. It aims at satisfying consumer’s
esteem and self-actualization needs so that consumer can relate themselves

GFGC, Shivamogga 79
with the company. However, for promotion of its product, the main instrument
of the company is its “SHOWROOM POLICY”. This policy aims at reaching
more and more customers through Liberty showroom

MARKET SEGMENTATION
Men's Range

ENGLISH SYSTEM
English sizes are measured in inches. For e.g. size 8 would mean the foot
measures 11 inches. Between two English sizes the difference in foot length is
1/3rd of an inch.
FRENCH SYSTEM
French sizes are measured in centimeters. For e.g. size 8 would mean the foot
measures 27.91 cms. Between two French sizes the difference in foot length is
2/3rd of a centimeter.
CIS/MONDOPOINT SYSTEM
Midpoint sizes are measured in millimeters. For e.g. size 8 would mean the
foot measures 280 mm. Between two Midpoint sizes the difference in foot
length is 10 millimeters.
AMERICAN SYSTEM
Add ½ sizes to English sizes to arrive at the American size. For e.g. English
size 8 equals American size 8½

The table given below enables you to find out the length of your foot in inches,
centimeters or millimeters by tallying with the corresponding International

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sizes. For e.g. English size 8 is equal to French size 42 & CIS size 280 which
would mean the foot measures 11 inches or 27.91 centimeters.
Women's Range

ENGLISH SYSTEM
English sizes are measured in inches. For e.g. size 5 would mean the foot
measures 10 inches. Between two English sizes the difference in foot length is
1/3rd of an inch.
FRENCH SYSTEM
French sizes are measured in centimeters. For e.g. size 5 would mean the foot
measures 25.38 cms. Between two French sizes the difference in foot length is
2/3rd of a centimeter.
CIS/MONDOPOINT SYSTEM
Midpoint sizes are measured in millimeters. For e.g. size 5 would mean the
foot measures 250 mm. Between two Midpoint sizes the difference in foot
length is 10 millimeters.
AMERICAN SYSTEM
Add 1½ size to English sizes to arrive at the American size. For e.g. English
size 5 equals American size 6½.
The table given below enables you to find out the length of your foot in inches,
centimeters or millimeters by tallying with the corresponding International
sizes. For e.g. English size 5 is equal to French size 38 & CIS size 250 which
would mean the foot measures 10 inches or 25.38 centimeters.

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Teenager's Range

ENGLISH SYSTEM
English sizes are measured in inches. For e.g. size 5 would mean the foot
measures 10 inches. Between two English sizes the difference in foot length is
1/3rd of an inch.

FRENCH SYSTEM
French sizes are measured in centimeters. For e.g. size 5 would mean the foot
measures 25.38 cms. Between two French sizes the difference in foot length is
2/3rd of a centimeter.

CIS/MONDOPOINT SYSTEM
Midpoint sizes are measured in millimeters. For e.g. size 5 would mean the
foot measures 250 mm. Between two Mondopoint sizes the difference in foot
length is 10 millimeters

Kid's Range

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ENGLISH SYSTEM
English sizes are measured in inches. For e.g. size 10 would mean the foot
measures 7 1/3 inches. Between two English sizes the difference in foot length
is 1/3rd of an inch.
FRENCH SYSTEM
French sizes are measured in centimeters. For e.g. size 10 would mean the foot
measures 18.61 cms. Between two French sizes the difference in foot length is
2/3rd of a centimeter.
CIS/MONDOPOINT SYSTEM
Midpoint sizes are measured in millimeters. For e.g. size 10 would mean the
millimeters. foot measures 190 mm. Between two Midpoint sizes the
difference in foot length is 10.

The table given below enables you to find out the length of your foot in inches,
centimeters or millimeters by tallying with the corresponding International
sizes. For e.g. English size 10 is equal to French size 28 & CIS size 190 which
would mean the foot measures 7 1/3 inches or 18.61 centimeters.

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 Chapter 5

DATA ANALYSIS AND INTERPRETATION

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 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 Liberty shoes. Following are the questions used in deriving
the customer satisfaction level.

Thus keeping all the attributes in mind a sample of 100 customers was selected
and then intervened personally. The result has been analyzed and tabulated
from the next page.

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Table-1
The distribution of respondents on the basis of occupation

Occupation

Sex Students Businessmen Employees Others Percentage

Male 28 18 13 10 69

Female 12 02 13 04 31

Total 40 20 26 14 100

Source: Consumer survey

Analysis:
Above table reveals that, male respondents are including students,
businessmen, employees and other are 28, 18, 13 and 11 in number and female
respondents are 12 students, 02 businessmen, 13 employees and 4 others,
representing 69% 83% respectively. The overall constitutes 40% from both
male and female as students and 20% from both male and female as
businessmen. It includes 26% from employees, which include both male and
female. Finally 14% other respondents include both male and female.
Thus total 69% of the survey constitutes male respondents and 31%
constitutes female respondents.

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Table-2
Distribution of consumer attitude towards different company footwear:
Footwear No. of Respondents Percentage
Liberty 14 14
Bata 20 20
Liberty 42 42
Paragon 12 12
Other 12 12
Total 100 100
Source: Consumer survey
Analysis:
While making an analysis regarding opinion of respondents about
the footwear they use it is found that nearly 42% of the respondents gave an
opinion that they are loyal towards the Liberty products. It is assumed that
Loyalty may be due to its quality and its durability.
20% of the respondents are of the opinion that they are loyal towards
Bata products due to its reputation and its advertisement. It may also due to its
pricing strategy and its beautiful display.
14% of the respondents use liberty products and 12% of respondents
uses Paragon products and remaining 12% of respondents uses other company
products other that said above.
Thus we can presume that the Liberty Company has got good position
in the market.

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TABLE – 3
Type of Liberty items used by the respondents:

Liberty items No. of respondents Percentage

Slipper 12 28.57

Shoes 20 47.62

Others 10 23.81

Total 42 100.00

Source: Consumer survey

Analysis:
The table reveals that among 100 respondents 42% are users of Liberty
footwear. Among 42 respondents 20 respondents use shoes, 12 respondents
wear slipper and rest 10 respondents prefer other Liberty items by the above
data we presume that most of the respondents use Liberty shoes other than
other items.

Graph showing the type of Liberty items used by the respondents

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TABLE – 4
Factors which help the respondents to know product:

Source No. of Respondents Percentage

Friends 46 46

Advertisements 30 30

Newspapers 14 14

Others 10 10

Total 100 100

Source: Consumer survey

Analysis:
Above table reveals that among 100 respondents, 46 respondents heard
about the Liberty product through their friends, 30 respondents through
advertisements, 10 respondents through newspapers and rest 14 respondents
through some other sources.
By the above data we can presume that most of the respondents heard
about the product through their friends which comes to 46%.

Graph showing factors which help the respondents to know product

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GFGC, Shivamogga 90
 TABLE –5
Opinion of respondents regarding Liberty’s advertisement:
Opinion No of respondents Percentage
Very good 14 14
Good 36 36
Average 46 46
Poor 04 04
Total 100 100
Source: Consumer survey
Analysis:
The table shows the respondents opinion towards Liberty’s
advertisement. Among 100 respondents 14% of the respondents are of the
opinion that Liberty advertisement is very good. 36% of the respondents are of
the opinion that advertisement is good and 46% of the respondent say
advertisement is average and finally 4% costitute poor.
From the above data we can presume that the company has to take
necessary steps to improve its advertisement as it play an important role in
motivation of the consumers.

Graph showing Opinion of respondents regarding Liberty’s advertisement

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 TABLE – 6
Opinion of respondents towards durability, service, availability and quality
Particulars Very good Good Average Poor Total
Durability 28 50 20 02 100
Service 20 49 23 08 100
Availability 50 24 22 04 100
Quality 43 44 12 01 100
Source: Consumer survey
Analysis:
Above table shows the opinion of respondents towards the durability,
service, availability and quality. As durability is concerned 28% of the
respondents are of the opinion that durability is very good, 50% says good and
20% says average and 2% are of the opinion that durability is poor.
As service is concerned 20% of respondents are of the opinion that
service is very good, 23% of respondents says service is average and rest 8%
says poor.
As availability is concerned 50% of respondents are of the opinion that
availability is very good, 24% says that availability is good, 22% are of the
opinion that its availability is average and rest 4% says poor.
Regarding quality, 43% of respondents are of the opinion that quality is
very good, 44% are of the opinion that quality is good, 12% are of the opinion
that quality is average and rest 1% says poor.
From the above table we can presume that the consumers have good
opinion regard Liberty’s durability, service, availability and quality.

Graph showing the opinion of respondents towards durability, service,

availability and quality

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TABLE – 7
Respondents opinion about the price of product
Price No. of Respondents Percentage
High 60 60
Medium 32 32
Low 08 08
Total 100 100
Source: Consumer survey
Analysis:
Above table shows respondents opinion toward price of the Liberty
product. Among 100 respondents 60% respondents are of the opinion that the
price is high, 32% of the respondents are of the opinion that price is medium
and 8% of respondents say price is low.
From the above table we presume that the price of Liberty product is
high because more than 50% of the respondents opined that Liberty products
are costly.

Graph showing Respondents opinion about the price of product

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TABLE – 8

The degree of satisfaction of respondents

Satisfaction level No. of Respondent Percentage
Satisfied 28 66.66
Not satisfied 14 33.33
Total 42 100
Source: Consumer survey
Analysis:
Among 100 respondents, 42 respondents are user of Liberty product.
Among 42 respondents, 66.66% of respondents are satisfied and rest of 33.33%
unsatisfied. It shows that majority of the users are satisfied with Liberty
products.

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Table –9
The reason for the Dissatisfaction
Reason No. of respondents Percentage
High Price 10 71.43
Low quality 1 7.14
Less durability 2 14.29
Others 1 7.14
Total 14 100
Source: Consumer survey
Analysis:
The table reveals the reason for dissatisfaction of Liberty product uses.
Reason for dissatisfaction of Liberty product user is mainly due to its high
price.
Among 14 respondents, 10 respondents are of the opinion that Liberty
products are of high price.
It presumes that the Liberty products are highly qualitative, as low
quality was not the main reason for dissatisfaction respondents that constitute
just 7.14%.
Regarding durability, respondents are 2 in number constituting 14.29%.
Their complaint is that Liberty products are less durable.
Finally in other section we have got different opinion that constitute
7.14%
Graph showing the reason for the Dissatisfaction

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TABLE – 10
Present position of Liberty product as against other competitive products
Position No. of respondents Percentage
Less competitive 20 20
Competitive 56 56
Strong 24 24
Total 100 100
Source: Consumer survey
Analysis:
Among 100 respondents, 56% respondents are of the opinion that
Liberty products are in competitive position against other competitive
products. According to them Liberty products are in a position to face
competition.
24% of respondents are of the opinion that Liberty product occupies a
strong position in the market.
About 20% of respondent’s are of the opinion that Liberty products is
less competitive against other competitive products.
Thus we can conclude that Liberty products is in a good position to face
competition of other products.

Graph showing present position of Liberty product as against other

competitive products

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12: What were the reasons for selecting Liberty?
Reasons for selecting Liberty.
In the questionnaire it was asked to the customer for what reasons they have
purchased Liberty .The reasons may include price, reputed company, quality,
utility, design. With the following graph we can obtain the results.

Thus it has been observed that most of the customer’s have purchased Liberty
because of better quality. The percentage of customer bought Liberty because
of better quality is39%.Utility is at the second priority among the customer
surveyed with 25%.The percentage of customers who purchases Liberty
because of reputed company is19%.Price has been given least priority with 8%
only .Thus the efficiency is the main criteria for the selection of Liberty.

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13: Rating of overall attributes of the Liberty like
 Appearance
 Look
 Color
 Quality
 Usage

Customer opinion about the overall attributes of the Liberty

With this question I come to know about customer’s opinion regarding various
attributes of the tractor like appearance, color, quality and usage.
1. APPEARANCE
The appearance of the shoe is based on the two derivates that is interesting and
boring. The customers are required to give their opinion on these derivates
whether the appearance is interesting or boring. This can be derived from the
following graph
Appearance is very interesting while 40%finds it fairly interesting. Only
7%&3% of customers finds it very boring and fairly boring respectively .Only
3%of the customers finds it neither boring nor interesting .So it can be
concluded that almost all of the customers are satisfied with the appearance of
the shoes.

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

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From the above histogram we conclude that majority of customers are satisfied
with the color combination of their shoe.33% of customers found it very
suitable whereas 37% of customer found it fairly suitable.13%of the customer
found it neither suitable nor unsuitable.10% found it fairly unsuitable and 7%
found it very unsuitable.

3. 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
Liberty’s quality is good or bad. This can be analyzed with the help of the
following pie chart.

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From the above graph it is concluded that maximum number of customer are
satisfied with the quality of their shoe. 70%of the customer found the quality of
their shoe, good in which 33%found the quality very good

Whereas 37% found quality fairly good.14%found quality neither bad nor
good.10%of the total customer found quality fairly bad nor 6%ofthe customers
found quality very bad.

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 Chapter 6
FINDINGS, SUGGESTIONS AND CONCLUSION

GFGC, Shivamogga 101

Findings:
The survey conducted has put forth many interesting findings in the market.
Some of these are discussed as under:-

 It has been observed that most of the customers were not aware with the
quality and features of the product.
 New entrants in the market are pushing their product very aggressively.
There marketing campaigns are very much effective and attractive.
 Customers usually add his shoe with his lifestyle as now they don’t
want to purchase one shoe for all the occasion.
 Design of Liberty’s product is not that much effective. People find that
other competitor’s design and color combination is quite impressive.
 Most of the consumers were satisfied with the product’s raw material
quality and its performance as Liberty’s shoes are known as a durable
product.
 Most of the retailers were not satisfied with the dealer’s behavior. They
said that company should give emphasis on developing and managing
an efficient and broad distribution system.
 According to retailers, company does not understand the importance of
distribution system. Due to that retailers are turning towards other
companies for stock to sale.
 According to survey, price does not matter much while making a
purchase decision.
 On the utility front, Liberty score high. It has a very good usability.
Consumers are very much satisfied with quality of the product.

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Suggestions
The survey conducted has put forth many interesting findings in the market.
On the basis of these findings we can recommend following suggestions.

 The market is, by and large, unaware about the features and quality of
the products of liberty.
 A special marketing campaign should be started in the unexplored
regions where company does not have its reach.
 Company can exercise separate product mix, marketing mix and a
differentiated marketing communication mix for the marketing
campaign.
 The company has the option of reducing the cost of production, so that
the price sensitive consumer can also be covered by the effective
marketing strategy.
 Company should concentrate more on advertisements and sales
promotions through different media.
 There is enough demand in rural areas for liberty products. After
liberalization, standard of living and purchasing power of rural people is
on the rise. There s a great scope in rural market as compared to the
urban markets because major portion of urban market is already
saturated. By adopting an appropriate rural-marketing strategy, the
liberty shoe limited can push up sales up to a great extant.
 Company’s advertisements are not very attractive. Company should
make them more interesting and effective.

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Conclusion

This project is based on the study of “Customer perception and market

potential about “LIBERTY SHOES”. The market of Liberty is prosperous &
customer perception about it is good. Major findings include that although
company holds a very good reputation in the market, it failed to satisfy
customers on few aspects. Although the company offers very good product
quality but slightly on a higher price, and few problems like unattractive
designs, low customer preferences in comparison with MNC’s like Nike,
Reebok, bad color combination, effective presence only in northern part of the
country are few problems with the Liberty. Lack of good advertising &
promotional Strategies has made Liberty to fall little low in the number game.
The company should improve the technology and designing process according
to latest fashion and trends in the apparels market. Company is facing stiff
competition from Action, Lakhani, Bata, Red Tape, Lee cooper Red Chief,
Nike, Adidas, Reebok. Apart from that company can indulge in promotional
activities in rural areas where market potential is really good.

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APPENDIX

QUESTIONNAIRE

Dear sir/madam,
I am student of Govt. First Grade College, Shivamogga, doing a
project on “MARKET POTENTIAL AND CUSTOMER
PERSPECTION ABOUT LIBERTY SHOES” . Hence I would be
grateful if you would spare your valuable time and co-operate by
answering few questions to the best of your knowledge. I assure you that
the information collected will be used for academic purpose only and this
will help your banker to provide better services to you.
Yours
Sadananda K.M

1. Name:
2. Address:
3. Age:
4. Sex
Male [ ]
Female [ ]
5. Occupation
Employee [ ]
Businessmen [ ]
Student [ ]
Others [ ]
6. Income group
Below 25,000 [ ]

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 25,000-50,000 [ ]
50,000-1,00,000 [ ]
Above 1,00,000 [ ]
7. Which company footwear do you use generally?
Liberty [ ]
Bata [ ]
Lidkar [ ]
Khadims [ ]
Paragon [ ]
8. If you are user of Liberty products, the type of items you use generally
Slipper [ ]
Shoes [ ]
Others [ ]
9. You heard about the product through
Friends [ ]
Advertisement [ ]
Newspapers [ ]
Others [ ]
10. Why do you prefer the Liberty products to others?
Quality [ ]
Price [ ]
Service [ ]
Guarantee [ ]
11. How do you perceive Liberty advertisement?
Very good [ ]
Good [ ]
Average [ ]
Poor [ ]

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12. What do you think about Liberty?
Particulars Very good Good Average Poor
Durability
Service
Availability
Quality
13. How do you feel about the price?
High [ ]
Medium [ ]
Low [ ]
14. Please rank the following companies
Liberty [ ]
Bata [ ]
Paragon [ ]
Khadims [ ]
15. Are you satisfied with the Liberty footwear?
Yes [ ]
No [ ]
16. What type of footwear you prefer to buy?
Leather Shoe [ ]
Sports Shoes [ ]
Sandal [ ]
Chappal [ ]
Belly [ ]
17. Which type of shoes you prefer to buy?
Branded [ ]
Local made [ ]

18. If branded, which brand most appeal you?

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19. Rating of overall attributes of the Liberty like
Sates [ ]
Color [ ]
Quality [ ]
Look [ ]
Usage Price [ ]
Durability [ ]
Reliability [ ]
Efficiency[ ]
Performance [ ]
20. What things you see before purchasing a shoe?
Price
Quality [ ]
Brand Name [ ]
Design [ ]
Previous Experience
21. If any suggestions _______________________________

Date: Signature

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 BIBLIOGRAPHY

 Marketing management –Kotler Philip

 Statistical method-Gupta S.P

 Research methodology-Kothari-C.R

Footwear Digest
Footwear and leather Fashion
World footwear
Company’s Handouts & Bulletins.
www.libertyshoes.com
www.google.com

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