A Project Report On Study Of International Footwear Brands In The Emerging Indian Markets:- (A Case Study Of Puma)

Introduction To The Study

Indian market is one of the fast booming markets in the world. It attract most of the Indian and international company towards them. Due to the globalization most of international branded company inter in the Indian market and increase the competition between them. There are different international competitors who are present in the Indian market like Lee, Levi’s, PUMA, Nike, Mc Donald, Dominos, Elle etc. These companies try to attract most of Indian customer. Most of the Indian people prefer imported stuff because they think imported company provided better look and they charge lower prices but in the case of Shoes and Garments it’s not like that. The study of consumer behavior is the most important factor for marketing of any goods and services.

The consumer behavior suggest how individual, groups and organization select, buy, use and dispose of goods, services, ideas or experience to satisfy their needs and wants. It also clues for improving or introducing products or services, setting price, devising channel set. Since liberalization 100% FDI is allowed in India. This has attracted foreign companies to penetrate the Indian market. The marketers always look for emergent trends that suggest new marketing opportunities and here in India a lot of opportunities are available. While India was a promising market to many international brands, it was not completely immune to the global economic flu. Many international brands such as rebook, Puma, and Prada entered India in 2008, targeting the luxury or premium segment.

Brand

A brand is a collection of symbols, experiences and associations connected with a product, a service, a person or any other artifact or entity. Brands have become increasingly important components of culture and the economy, now being described as “cultural accessories and personal philosophies”.

Concepts

Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.

People engaged in branding seek to develop or align the expectations behind the brand experience (see also brand promise), creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management.

Bata May Expand International Footwear Brands Basket For India

Bata India may consider expanding its international footwear brands portfolio in India if the economy sees more liberalization in multi-brand retailing. “If multibrand retailing opens up in India we may look into the opportunity,” Bata India Managing Director Rajeev Gopalakrishnan told PTI when asked if the company was would introduce more global brands like Hush Puppies of the US in India.

“Bata, in many countries, retails multi-brand products through its stores like in Singapore where numbers of brands could be 5 to 10,” he said. Bata India, which has a license to produce and market Hush Puppies in India, is trying to create a chain of exclusive stores for the brand across the country targeting the premium segment of the market. “We have 20 exclusive concept stores and 22 shop-in-shop and we will open another 10-15 Hush Puppies stores every year,” Gopalakrishnan said. Bata also introduced exclusive ‘Footin’ stores licensed from its parent Bata Global. The brand would be used for casual footwear for men and women. The company is targeting 200 Footin stores in 2014 across the country. Although fashion footwear has had a slow entry, the branded sports footwear market is perhaps the only retail sector in the country wherein all three top global brands have a presence. Reebok opened its first exclusive store in India in 1995, followed by Nike and Adidas. While the first exclusive brand outlets of foreign footwear brands took time to arrive, the grey market filled the fashion footwear void with low-priced offerings from the South Asian markets of Malaysia, Vietnam, Thailand, and China.

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