Business Studies Project

MARKETING MANAGEMENT
CONCEPTS
Sr.no Topics
1. Marketing Management
2. Concepts of Marketing
3. Marketing Mix
4. Introduction
5. Competitors
6. Why Shoes?
7. My Product
8. Logo
9. Features
10. Labelling
11. SWOT Analysis
12. Permissions and Licenses
13. Branding
14. Grading
15. Packaging
16. Channels of Distribution
17. Warehousing and Transportation
18. Promotional Schemes
19. Social Message
20. Conclusion
21. Bibliography
 MARKETING MANAGEMENT

Marketing management refers to planning,

organising, directing and control of the activities
which facilitate exchange of goods and services
between producers and consumers or users of
products and services.
Thus the focus of marketing management is on
achieving desired exchange outcomes with the
target markets.
CONCEPTS OF MARKRTING

Production Concept
Under this concept, the assumption was that profits
could be maximized by producing at a large scale,
thereby minimizing the cost of production per unit.
The focus was on improving the efficiency of
production and distribution. It was also assumed
that consumers would favour those products which
were widely affordable at affordable prices.
Product Concept
Under this concept, the focus shifted from quantity
of production to quality of production. With an
increase in supply of products, customers started
looking for superior quality products. Therefore, the
focus of business was on continuous improvement in
the quality and features of the product
Selling Concept
With increasing competition, product quality and
availability could no longer ensure the survival and
growth of business. Therefore, firms began to
undertake aggressive selling and promotional efforts
to attract and persuade the customers to buy. Thus,
the focus of business firms shifted to pushing up
sales through aggressive selling techniques.
Marketing Concept
This concept emphasizes that in the long run, profits
can be maximized by identifying and satisfying the
needs of present and potential customers.
Therefore, customer satisfaction became the focal
point of all business decisions.
Societal Marketing Concept
The societal marketing concept is an extension of
the marketing concept as customer satisfaction is
supplemented by social welfare. This concept pays
attention to social, ecological and ethical aspects of
marketing for dealing with problems like
Environmental pollution, deforestation, shortage of
resources, population explosion etc.
* DIFFERENCE B/w DIFFERENT MARKRTING
PHILOSOPHIES TABLE (LEFT SIDE) *
MARKETING MIX

Marketing Mix is a combination of four elements-

Product, Price, Promotion and Place. Marketing Mix
refers to the tools or ingredients, which the
marketer mixes in order to interact with a particular
market.
Elements of Marketing Mix are also known as “4P’s
of Marketing”. These are:
Product means goods or services or ‘anything of
value’ which is offered to the market for sale. It is a
mixture of tangible and intangible attributes, which
are capable of being exchanged for a value.
Price of a product refers to the amount of money
that the customer has to pay in the market to
number of decisions regarding price level, pricing
strategy, pricing objectives, discounts etc. together
known as price mix.
Place or physical distribution covers all the activities
required to physically move the goods from
manufacturers to customers.
Promotion refers to the process of informing the
customers about the product and persuading them
to buy it. Most marketing firms use a combination of
advertising, sales promotion, personal selling and
public relations to promote their products.
Therefore, the combination of any of these
techniques to attain marketing objectives is called
promotion mix.

INTRODUCTION
A shoe is an item of footwear intended to protect
and comfort the human foot. Shoes are also used as
an item of decoration and fashion. Some shoes are
designed for specific purposes, such
as boots designed specifically for mountaineering or
skiing.
Traditionally, shoes have been made from leather,
wood or canvas, but in the 2010s, they are
increasingly made from rubber, plastics and
other petrochemical -derived materials. Though the
human foot is adapted to varied terrain and climate
conditions, it is still vulnerable to environmental
hazards such as sharp rocks and temperature
extremes, which shoes protect against. Some shoes
are worn as safety equipment, such as steel-soled
boots which are required on construction sites.
Culture and Folklore
Shoes also play an important role in the fairy tales
Cindrella and The Red Shoes. In the movie adaption
of the children’s book The Wonderful Wizard of Oz, a
pair of red ruby slippers play a key role in the plot.
The 1985 comedy The Man with One Red
Shoe features an eccentric man wearing one normal
business shoe and one red shoe that becomes
central to the plot.
 COMPETITORS

1. Nike
Nike, Inc. is an American multinational
corporation that is engaged in the design,
development, manufacturing, and worldwide
marketing and sales of footwear, apparel,
equipment, accessories, and services. The
company is headquartered
near Beaverton, Oregon, in the Portland
metropolitan area. It is the world's largest
supplier of athletic shoes and apparel[4] and a
major manufacturer of sports equipment, with
revenue in excess of US$24.1 billion in its fiscal
year 2012. As of 2012, it employed more than
44,000 people worldwide. In 2014 the brand
alone was valued at $19 billion, making it the
most valuable brand among sports
businesses. As of 2017, the Nike brand is valued
at $29.6 billion.Nike ranked No. 89 in the
2018 Fortune 500 list of the largest United
States corporations by total revenue.

Tag line: Just Do It

 USP: Provide the best quality shoes for athletes
and fitness in general.

2. Puma
Puma SE, branded as Puma, is a
German multinational corporation that designs
and manufactures athletic and casual footwear,
apparel and accessories, which is headquartered
in Herzogenaurach, Bavaria, Germany. Puma is
the third largest sportswear manufacturer in the
world. The company was founded in 1948
by Rudolf Dassler. In 1924, Rudolf and his
brother Adolf Dassler had jointly formed the
company Gebrüder Dassler Schuhfabrik (Dassler
Brothers Shoe Factory). Company is currently
based in Herzogenaurach, Germany. As of 2017,
Puma SE employs more than 13,000 people
worldwide and distributes its products in more
than 120 countries.

Tag line: Forever Faster

USP: Performance fabric is moisture-wicking fabric
that draws sweat away from your skin to keep you
cool and dry when your training heats up.

3.Adidas
Adidas stylized as ɑdidɑs since 1949) is
a multinational corporation, founded and
headquartered in Herzogenaurach, Germany,
that designs and manufactures shoes, clothing
and accessories. It is the
largest sportswear manufacturer in Europe, and
the second largest in the world, after Nike. It is
the holding company for the Adidas Group,
which consists of the Reebok sportswear
company, 8.33% of the German football
club Bayern München, and Runtastic, an
Austrian fitness technology company. Adidas'
revenue for 2018 was listed at €21.915 billion.
Adidas' logo is three stripes, which is used on
the company's clothing and shoe designs as a
marketing aid.
Tag Line: Impossible is Nothing
USP: Make light and convenient sports apparel

4. New Balance
New Balance (NB) is an American sports footwear
and apparel brand that has been around since
1906. The brand was originally associated with
the New Balance Arch Support Company. Today
the brand is associated with New Balance
Athletics, Inc., an American multinational
corporation and its parent New Balance, Inc.,
a Jim Davis owned holding company that owns
New Balance Athletics, Inc. New Balance Athletics,
Inc. and New Balance, Inc. are both based in the
same headquarters located in Boston,
Massachusetts.
New Balance is one of the world's major sports
footwear and apparel manufacturers and
maintains a manufacturing presence in the United
States, as well as in the United Kingdom for the
European market
To offset this pricing difference, New Balance
claims to differentiate their products with
technical features, such as blended gel inserts,
 heel counters and a greater selection of sizes,
particularly for very narrow or very wide widths.
The company has made total profits of
approximately $69 billion since 1992.

Tag Line: Fearlessly Independent Since 1906

USP: full range of styles for overpronators who

need motion control, neutral lightweight
training shoes, stability shoes, and trail shoes.

5. Under Armour
Under Armour, Inc. is an American company that
manufactures footwear, sports,
and casual apparel.[2] Under Armour's global
headquarters are located in Baltimore,
Maryland with additional offices located
in Amsterdam (European
headquarters), Austin, Guangzhou, Hong
Kong, Houston, Jakarta, London, Mexico
City, Munich, New York City, Panama
City (international
headquarters), Paris, Pittsburgh, Portland, San
Francisco, São
Paulo, Santiago, Seoul, Shanghai (Greater Chinese
headquarters), and Toronto.

Tag Line: The Only Way is Through

USP: With their great technology making

their shoes not only light, breathable and
comfortable,

WHY SHOES??

I have opted shoes because it plays a very important

role in our appearance. The first thing a person
notices are your shoes. Hence, we have to keep it
always classy while selecting a footwear.
It also helps in sport activities. The better your shoes
are the better your performance can be on the field.
I would love to launch such a shoe company which
meets the requirement of the customers and will try
to give no chance of complaint.
EG: In cricket, if the shoes are not durable enough it
will tear while you are running between the wickets
and u can be Run Out.
Presently, increase inhealth awareness is observed
among individuals across the world, which has led to
increase in number of individuals visiting fitness
centers and performing indoor & outdoor exercise
activities. This, in turn, has boosted the demand for
athletic footwear among all age groups. Moreover,
working individuals opt for fitness regimes such as
swimming and running to remain healthy and active.
This has created a demand for footwear among all
age groups, thereby fostering the footwear market
size.

MY PRODUCT

Brand Name: VeloCT

Tag Line: Fear Less, Dominate More
USP: Our shoes act as a spring and will give
that extra bounce and speed you need at your
activity.
 RANGE
1. Running Shoes
2. Cricket Shoes
3. Basketball Shoes
4. Football Shoes
5. Sneakers

LOGO

Logos are images, texts, shapes, or a combination of

the three that depict the name and purpose of a
business – to put it simply.
However, a logo can and should be more than a
symbol of identification.
If designed well, it also tells a company’s story, by
conveying your brand message
in a way that helps to establish an emotional
connection with your target audience.

WHAT DOES A LOGO DO?

A logo is important for a number of reasons, mainly
being that it:
1. Makes a great first impression, which invites
customers to interact with your brand
2. Helps you to create a brand identity
3. Gives your company a symbol through which
people can better remember you
4. Distinguishes you from competitors
5. Fosters brand loyalty

FEATURES

• Adaptable and Versatile these are more than

just a shoe; it can be used as a trainer or for
casual wear. The stylish sleek design of this shoe
adds to its appeal. The uppers of the shoe are
woven jacquard which is both flexible and
breathable.

• Fresh-Foam that’s used in the sole of our shoes.

This lighter, ultra-bouncy foams add superior
cushioning without tacking on weight. Another
midsole innovation was FuelCell, in which TPU
foam is injected with Nitrogen, which creates a
snappy bounce and improves energy return so
you can toe off more quickly during your run.
The charged cushioning and Micro G
Technologies in the midsole provide the comfort
 you need and the embedded arch system will
reduce fatigue during your run or training
session. In most cases, a lighter running shoe is
always better. You are carrying less weight for
every mile of your run, thus making the shoe
less of a distraction.

• There is an adjustable strap such as laces or

Velcro which allows for adjustment depending
on an individual’s needs.

• The shoes heel support / heel cup is soft and

stable, preventing vertical or horizontal heel
movement.

• There is sufficient room (both width and depth)

at the front of the shoe for your toes. During
normal walking your foot both spreads out and
lengthens up to one centimeter in each
direction.

• The shoe's heel does not exceed 2.5cm in

height. Thus, preventing the heel and ankle to
become more unstable and prone to sprains and
forefoot pain.
 LABELLING
Labelling is a part of branding and enables product
identification. It is a printed information that is
bonded to the product for recognition and provides
detailed information about the product. Customers
make the decision easily at the point of purchase
seeing the labelling of the product.

There are different types of labels:

▪ Brand label: It plays an important role in labelling

as it gives information about the brand. It can be
removable or non-removable.
▪ Descriptive label: It specifies product usage.
▪ Grade label: It describes the aspect and features of
the product.
Functions of Labelling

• Defines the product and its content

• Recognition of product
 • Assorting of products

• Assists promotion of products

• In compliance with the law

SWOT ANALYSIS

SWOT stands for Strengths, Weaknesses,

Opportunities, and Threats, and so a SWOT Analysis
is a technique for assessing these four aspects of
your business.
You can use SWOT Analysis to make the most of
what you've got, to your organization's best
advantage. And you can reduce the chances of
failure, by understanding what you're lacking, and
eliminating hazards that would otherwise catch you
unawares.
1. Strength
• Very comfortable for the users due to
our special cushioning
• Improved Performance on the field
• Product Material
• Product Message
• Customization
2. Weakness
 • Young Brand
• Brand awareness
• Limited Style
• Limited number of Employees
• Competitors can offer similar products
quickly
3. Opportunity
• Continued expansion for online sales
• Ability to develop additional stores
• Social media to gain audience
• Collaborations give payless an edge
• Improving their market share, brand
image and positioning within
consumers mind
4. Threat
• Actual economic situation
• High competition
• Oversaturation of shoe market
• Sensitivity to price among consumers
leads them to purchase the most cost-
effective pair of shoes
• Managing the financial conditions in
the economy today
 PERMISSIONS AND LICENSING
Vendor’s License

A shoe retail store owner is required to get a

vendor’s license from the state where the shoe
store is physically located. Some states issue this
license from the department where business
registration takes place, such as secretary of state
or department of revenue.
General Business License

A shoe store owner normally must also get a

general business license, depending on how the
shoe store is operated and what state the store is
located. Some states require all businesses to
register with either the secretary of state or local
county clerk office, while others only require limited
liability businesses and corporations to register with
the secretary of state. Getting a general business
license may increase the credibility of the business,
even where it is not strictly required by statute, so
owners should consider completing this step.
Local Permits

A shoe store owner must also secure local permits,

depending on the need for sign marketing and
property rebuilding. For example, a shoe store that
wants to use signs to market the business must get
a signage permit from the local county’s building
and planning department where the store is
located.
Some more licenses required are:
• You will require sales tax registration in your
state to be able to buy raw materials and also
sell your shoes in the domestic market.
• If you sell in the domestic market after branding
then you will require excise registration too.
• If you want to export the shoes then you need
an import export license.

BRANDING
Branding, by definition, is a marketing practice in
which a company creates a name, symbol or
design that is easily identifiable as belonging to
the company. This helps to identify a product
 and distinguish it from other products and
services. Branding is important because not only
is it what makes a memorable impression on
consumers but it allows your customers and
clients to know what to expect from your
company. There are many areas that are used to
develop a brand including advertising, customer
service, promotional merchandise, reputation,
and logo. All of these elements work together to
create one unique and attention-grabbing
professional profile.
Branding is Important because:
• Branding gets recognition value
• Branding increases business value
• Branding generates new customer
• Improves employee pride and satisfaction
• Creates trust within Marketplace
• Branding supports advertisement

GRADING
 Grading is the process of dividing the products
into lots which are similar characteristics in
shape and size, type, weight, quality and
performance etc. Products of different qualities
should be separated into groups or lots and
similar quality products are put into a grade.
There are two types of grading; one is fixed
grading which refers to storing out of goods on
the basis of standard already set, to be followed
from year to year. Next, variable grading refers
to various standards for goods from year to
year.
Grading is very beneficial because:
• Products once graded are easy to identify
without physical verification
• Assured quality
• Better price for the seller
• Little possibility of fraud
• Less adulteration
• Helping future trade
• Reduction of marketing cost
• Expansion of Market
 PACKAGING
Packaging means the wrapping or bottling of
products to make them safe from damages during
transportation and storage. It keeps a product safe
and marketable and helps in identifying, describing,
and promoting the product.
“Packing is the preparation of product or commodity
for proper storage and/or transportation. It may
entail blocking, bracing, cushioning, marking, sealing,
strapping, weather proofing, wrapping, etc
1. Primary Packaging
Primary packaging refers to the materials that
make direct physical contact with your product.
This level of packaging is often called the retail
or consumer packaging of an item. Primary
packaging serves two important purposes. The
first is to provide ample protection for your
product, whether that means keeping out
moisture with barrier protection or cushioning
against impact. The second purpose of primary
packaging is usually to inform the customer and
provide details about that product’s uses and
features. This second purpose often allows us to
classify product labels as primary packaging,
 such as the nutrition facts label often attached
to food containers.
2. Secondary packaging
Secondary packaging is another level of
protection that is commonly used for
protection, bundling, and marketing purposes.
The secondary packaging of a product often
combines multiple items together, such as the
box that holds multiple cans of soda together in
one convenient pack. The soda cans would be
your primary packaging and the box that keeps
them together is considered the secondary level
of packaging. The secondary packaging is what
your customers see first when shopping in store,
so it can make a huge difference in your sales
numbers. The more attractive your secondary
packaging, the more likely a customer is to buy
your product.
3. Tertiary packaging
Tertiary packaging is different from both primary
and secondary packaging because it’s not usually
seen by the end user. There is no need for visual
appeal with tertiary packaging because its main
goal is to provide protection during shipping and
storage, although, some companies choose to use
minimal marketing at this level. Tertiary packaging
also provides a convenient way to move inventory
quickly with easy handling. Shipping and storage
environments can present harsh conditions, so
tertiary packaging is where you beef up your
protection to make sure products make it to their
final destination without a scratch.

CHANNELS OF DISTRIBUTION
Channels of distribution are set of individuals
and firms that take title or assist in transferring
title, of particular goods and services as they
move from producers to consumers. It refers to
a team of merchants, agents and business
institutions that combine physical movement
and title movement of products.
Types of Channels
1. Direct Channel (Zero Level Channel)
The simplest mode of distribution is direct
distribution, where the goods are directly
made available to consumers from the
manufacturers, without the use of
intermediary.
Manufacturer Consumer
2. Indirect Channel
When one or more intermediary is involved in
the distribution of network, then it is referred
to as indirect channels. The various indirect
channels are:
• Manufacturer-Retailer-Consumer (One
Level Channel)
In this method, an intermediary is used.
Here, manufacturer sells the good
directly to the retailer instead of selling it
to agents or wholesalers. This method is
used for expensive products. This method
is also useful for selling Fast Moving
Consumers Goods (FCMG).
E.g. Maruti Udyog sells its cars through
company approved retailers.
Manufacturer Retailer
Consumer
• Manufacturer-Wholesaler-Retailer-
Consumer (Two Level Channel)
In this method, manufacturer sells the
material to the wholesaler, wholesaler to
the retailer to the consumer. Here,
wholesaler after purchasing material in
large quantity from the manufacturer,
sells in small quantity to the retailer. Then
retailers make the products available to
consumers. This medium is mainly used
 to sell consumer non-durable goods like
soap, tea, salt, sugar, ghee etc.
Manufacturer Wholesaler
Retailer Consumer
• Manufacturer-Agent-Wholesaler-Retailer
-Consumer (Three Level Channel)
In this case, manufacturers use their own
agents or brokers who connect them to
the wholesalers and then to the retailer.
This is done when the line of product is
limited and wide coverage is required.
Manufacturer Agent Wholesaler
Retailer Consumer

Factors Determining Choice of Channels

• Product related factors
• Company related factors
• Competitive factors
• Market factors
• Environmental factors

Pricing
Wholesaler
1 pair of sports shoes – Rs.1900
1 pair of sneakers – Rs.1750
 Retailer
1 pair of sports shoes – Rs. 2250
1 pair of sneakers – Rs. 2175

Consumers
1 pair of sports shoes – Rs.2900
1 pair of sneakers – Rs. 2400

WAREHOUSING AND TRANSPORTATION

Warehousing is when you purchase goods from a
manufacturer and store them before they are
shipped to another location for fulfilment. You may
store these goods in a warehouse, spare room, or
other facilities. This all depends on how much stock
you have, and how big your business is. If you’ve a
small business your warehousing option doesn’t
need to include transport access.

Transportation is indispensable function of

marketing. Transportation provides the physical
means of carrying goods and persons from one place
to another. In other words, it is concerned with
carrying the goods from the places of production to
the places of their consumption. Transportation
creates place utility and regularizes supply from one
place to another. Transportation greatly facilitates
the performance of marketing functions like buying,
assembling, selling, storage and warehousing etc.
The entire economy and its development are
dependent on a well- knit system of transportation.
PROMOTION
Promotion refers to the use of communication with
the twin objectives of informing potential customers
about a product and persuading them to buy it. In
the absence of communication, consumers will not
be able to able to know about the product and
would not be convinced about the utility of the
product.
Some Promotional Schemes:

• Social Media Promotion (Instagram, Twitter,

Commercials etc.)
• Free samples
• Discounted Prices
• Vouchers and Coupons
• Social media contests and Giveaway
• Buy One, Get One Free
• Endorsing a Celeb
 SOCIAL MESSAGE

• If u smoke statistically your story will end 15%

before it should end.
• Save paper, save the planet.
• Customers are provided with jute bags without
any additional cost.
• Women will be treated equally.
• Your skin shouldn’t dictate your future.
• Charity will be given every month.

CONCLUSION

Marketing is the most exciting of all business sports.

It is the heartbeat of every successful business. It is
continually changing in response to the explosion of
information, the expansion of technology, and the
aggressiveness of competition, at all levels and
everywhere.
All business strategy is marketing strategy. Your
ability to think clearly and well about the very best
marketing strategies, and to continually change and
upgrade your activities, is the key to the future of
your business.
Fortunately, like all business skills, marketing can be
learned by practice, experimentation, and
continually making mistakes. The key is to test, test,
test. And whatever marketing strategy is working for
you today, no matter how ...
BIBLIOGRAPHY
http://ncertbooks.prashanthellina.com/
https://www.yourarticlelibrary.com/
https://en.wikipedia.org/
https://www.youtube.com/