MOHANLAL DAYAL VINAY MANDIRSP-1 RIICO INDUSTRIAL AREANEEMRANA, ALWAR (RAJASTHAN)AFFILIATION NO. 173034

BUSINESS STUDIES PROJECT ON MARKETING

SUBMITTED TO: - MRS. YAVNIKA ARORASUBMITTED BY: - VIKRANT, SAKSHI, RUSHALI,PARVINDER,JIGYASA,RAJAT,KOMAL

GROUP MEMBERS:-

Vikrant Dangi

Pravinder kumar

Rushali Sharma

Sakshi Jaidka

Jigyasa Gupta

Rajat Yadav

Komal Singh

We are pleased to submit project work in Business Studies for class XII. We are extremely grateful to CBSE for introducing this project in Business studies. This project has given me ample opportunity to explore varied areas of Marketing Management, thus increased my understanding of the concepts studied. This has resulted in enhancing my analytical, interpreting and creative skills. The Project work is strictly according to the guidelines given by CBSE.

 The salient features of this project are: Survey of market Development of Questionnaire Selecting and marketing of product Development of Marketing MixDesigning of label

Preface

Cone , Wedges, Prism , Kitten or Puppy, whatever the style , high heels are a classic feature of female fashion. As we struggle along battling foot pain, risking falls and dodging grates and soft grass, do we ever stop to consider the history of these most iconic pieces of footwear.?That is why we have chosen the HEELS as our product for the project.

Introduction

We would like to thank our teacher Mrs. Yavnika Arora and expressing gratitude towards her for helping us in the selection of appropriate and a good product. She also helped us by her creative ideas and concepts for the project. Our parents have also helped us for finding details and providing with contacts and has encouraged us for Better work.

Acknowledgement

Competitive Products and U.S.P.

1.JIMMY CHOO2.BATA3.GUCCI

Main Three Competitors

Jimmy Choo  Jimmy Choo is a British high fashion house specialising in shoes, handbags, accessories and fragrances. The company, J. Choo Limited, was founded in 1996 by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon OBE Founded: 1996, London, United Kingdom CEO: Pierre Denis Customer service: 00 44 800 044 3221 Stock price: CHOO (LON)134.22 GBX -0.98 (-0.72%)

Founders: Jimmy Choo, Tamara Mellon Parent organization: JAB Holding Company Headquarters: London, United Kingdom,United Kingdom 

Bata is a family-owned global footwear and fashion accessory manufacturer and retailer with acting headquarters located in Lausanne, Switzerland.  Founder: Tomas BataFounded: 1894, Zlin, Czech RepublicCEO: Thomas George BataType : Private companyIndustry : Retail and ManufacturingHeadquarters : Lausanne, SwitzerlandArea serves : WorldwideSlogan : I Love my shoes!Website : www.bata.comOwner : Bata Family

BATA

GUCCI Type : Subsidiary Industry : Fashion Founded : 1921 Founder : Guccio Gucci Headquarters : Florence, Italy Key people : Marco Bizzarri (CEO) Alessandro Michele (Creative Director) Owner : Kering Website : www.gucci.com

• OUR

PRODUCT, ITS

FEATURES

AND U.S.P.

PRODUCT,

SELECTED

LADIES

FOOTWEAR

Product is an element of marketing mix representing the tangible and intangible elements offered to the customer in order to satisfy his need.Product is the most visible component of the marketing mix.Our Product Heels :- “HEELS THAT GIVE YOUR FEET A STATUS” Features of Our Product: -Quality ProductsDifferentiated ProductsAffordable PricesCustomer Satisfaction Good are produced according to the need of customers

U.S.P OF OUR PRODUCT

• GOH Heels are according to customer’s needs wants and requirements.• Different features as compare to competitor’s products mean GOH Heels have good quality, more features like unique taste, design, logo and other attributes.• GOH Heels is superior in quality, continuous improvements and has different features.• GOH Heels has unique logo, quality, taste and other features which are not copied by other companies.• Its prices are reasonable and affordable by all customers.

PERMISSIONS & LICENCES

Business license Retail licenseContractor permission Municipality permissions Pollution board PermissionImport and Export

Logo And

Tagline

IndianBrand

Ambassador

..........Shradha Kapoor......

..

FOREIGNERBrand AMBASSADER...Ema Stone

Cities having goh stores (in india)•Mumbai – (MH)•Delhi - (DL)•Chandigarh – (CH)•Kolkata – (WB)•Rohtak – (HR)•Amritsar – (PB)•Neemrana – (RJ)•Chennai – (TN)•Jaipur – (RJ)

1.Canada2.Australia3.America4.Russia5.Switzerland6.South Africa7.England8.Saudi Arab (Dubai)

COUNTRIES (WHERE GOH PRODUCTS ARE EXPORTED.

branding A Brand is the identification of a product. It can be in the form of a name, symbol or design etc. the branding is not only done to identify the seller or produce but also to make your product superior than competitor’s product.Branding is much more than an identification mark. It is a seller’s promise to deliver quality and satisfaction of buyer’s expectations with brand we can easily identify which all products belong to a particular company. When firms develops good reputations about quality then brand helps them to enjoy greater control over customers and develop brand loyalty.

Brand :- A brand is the identification of a product it can be in the form of name, symbol or design etc. Our Brand is GOH (Girls On Heels)Brand Name :- The part of brand which can be spoken is called Brand Name. Our Brand Name is “GOH”Trade Mark :- A part of brand which is given legal protection is called Trade Mark.

Our Trade Mark is ® Brand Mark :- The part of brand which can not be spoken out but can be recognized is known as brand mark

BRAND MARK

DIFFERENT VARITIES OF OUR PRODUCT Fashion Era Heel 2 Toe Sun n’ Shade Sandals Shoe Wonder Shoeniverse Fashion Feet Freaks Shoe Splash Movers And Shakers.

PRICINGThe term “price” denotes the money value of a product or service. It is the amount of money the seller is asking for the product he offer for sale or the amount which buyers are to pay for it. Price is an important element in the marketing mix of a firm and affects other components of the marketing mix.The price of the item is different for the wholesalers and customers. Customers commonly buy ladies footwear in number of units but the wholesales buy in bulks. A bulk of ladies footwear contains ten pieces of ladies footwear. The price of wholesalers and customers are shown in the following table for our main products for this segment.

PACKAGING Packaging is the basic activity of every company. It can be defined as “A set of tasks or activities which are concerned with the designing , production, of an appropriate wrapper, container or bag for the product”.

Importance of packaging: -

1. Rising Standards of Health and Sanitation2. Self Service Outlets3. Innovational Opportunity4. Product Differentiation

Channels Of Distribution•Place refers to the set of decisions that need to be taken in order to make the product available. If the products are not made available to the customers at the right place at the right time then customer would not be able to buy them.•Place Element is a process by which the goods are transferred from the places of productions to the place of consumption.•Channel of distribution refers to a place or middlemen who help in distributing the goods. Channel of distribution are the firms and individuals who help in transferring the goods from place of manufacturing to place of consumption.

Distribution Levels

Indirect Channel

One Level Channel

Two Level ChannelThree Level

Channels

Direct Channel(Zero-Level Channel)

Types of Distribution Levels.

Channels Of Distribution

Channel Of Distribution Selected Our company has choose Indirect Channel

i.e.,(One Level Channel) in which firm directly supply the product to retailer who sells the product direct to customer.

Manufacturer

Retailer

Customers

MANUFACTURING PLANTS :-1.Neemrana2.Kurukshetra3.Rohtak4.Kolkata5.Amritsar6.Chennai7.Ajmer GOH is Totally Manufactured in INDIA.

WarehousingStorage has always been an important aspect of economics developments . The warehouse was initialliy viewed as a static unit for keeping and storing goods in a scientific and systematic manner so as to maintain their original quantity,Value and usefulness. They are used by manufacturers ,important, exporters wholesales , transport business, customs etc. In India.Are houses are privately owned by GOH to put the inventory.Large and private warehouses are used by GOH (girls on heels).Our Company has its own Private warehouse with large space and with full security sevices.

Transportation is the means to carry people and goods from one place to another. This has become very important in each stage of human civilization

Our company uses three means of transport for the carrying goods from one place to another i.e. Roadways, Railways and Airways.

In roadways we use trucks for carrying goods and raw materials. We use trucks only up to a distance of 1000 KM because in long distances many risks are involved like theft, robbery, road accidents, etc.

In railways we use trains for carrying goods and raw materials. We use trains only when the distance exceeds 1000 KM because it reduces the risk of thefts and robberies because railways provide security services too.

In airways we use airplanes for carrying goods and services. We use airplanes only for exporting goods because our goods are light in weight and it is cheap for us as compared to waterways and also it saves our time.

Transportation

If the term business is taken to mean a wide range of activities comprising industry, trade and commerce ; Online business may be defined as the conduct of industry, trade and commerce using the computer networking.GOH have contracted with FlipKart, Jabong and Snapdeal for selling of product online.WEBSITE :-www.goh.com

ONLINE BUSINESS

PromotionPromotion is the process of communication with the potential buyers involving information, persuasion and influence. It includes all types of personal and impersonal communication with customers.

Digital Advertisement: - Our Company uses digital advertisements like advertisement on television, roadside digital advertising boards, advertisement on different websites, etc.

Printed Advertisements: - Our Company also emphasises on printed advertisements like advertisements in the newspapers, magazines, roadside simple boards, etc. Personal Selling: - Our Company also believes in personal selling i.e. oral presentation of message in the form of conversation with one or more prospective customers for the purpose of making sales.

All the promotion methods discussed above helps our company in persuading the customers for buying our products. This all leads to increase in the sales and reputation of the company.