Akansha Marketing Term Paper
Akansha Marketing Term Paper
Akansha Marketing Term Paper
Of
Marketing management
Name of company and product-– liberty
bags.
SUBMITTED T0:
Mr.manish rajput
Submitted by –
Akanksha srivastava
ACKNOWLEDGEMENT
This report bears the imprint of many people and without their
support would not have existed.
First of all we would like to express our sincere indebtness and
profound sense of gratitude to our parents without their support in all
our endeavors we would not have been able to give this project its
present shape.
We acknowledge our deepest thank to Mr.Manish Rajput, for all his
guidance and encouragement which leads us all through this project.
Suggestions at all point of time are invaluable for us.
We would like to put on record our sincere gratitude to all our friends
for giving us valuable ideas throughout our project.
THANK YOU
(AKANKSHA SRIVASTAVA)
Introduction
• LIBERTY Company established in the year 1954 by
Mr.D.p gupta, Mr.P.D gupta and Mr.R.k bansal.
• Liberty is leading a leading leather shoes brand and it
engaged is the manufacturing supplying and exporting of
the same.
• It is the only Indian leather shoes brand occupies 5th
ranking among the top shoes manufacturing company in
the world. But now it plans to introduce the various types
bags in the market for this sake it arranges the fund from
various financing activities and various operation in the
organization.
• For this company have lot funds for introducing
• The bags in the market to all the segment in the market
like student bags, tourists bags, laptop bags, domestic bags
etc.
Company profile:-
Mission:
The aim is to be the top BAGS Company in the
market. This does not just mean being the largest or
the most productive company in the market.
To set quality standards as benchmarks to be
overachieved every time.
To not deviate from path of orientation.
To constantly be open to change in world of
technology and ideologies.
Marketing objectives:-
The marketing objectives of Liberty bags are to increase
company’s bag awareness among the target audience by 40
percent in a year. The co. is already a largest brand in shoes
making but our objective is to that co. Will also have a large
brand in bags manufacturing.
To accomplish these objectives the co.’s aim to provide best
quality bags to its customers by using best quality material and
increase its sale to 20 percent in one year.
Delivery best quality bags to the customer.
Maintain a reputed public image.
Customer service of the highest order
Value for money for customers
Professionalism in carrying out business
Innovative products to cater to different needs of
different customers
Use of technology to improve service standards
Increasing market share.
Broke competition
Provide Best quality products.
Increase market share.
Increase sales through satisfaction.
Situation analysis:-
Industry analysis:-
Trends:-
At the present scenario the bags are comes at
different size colour and shapes. But we try to know
about present trends of bags like laptop bags, fashion
bags, leather bags, evening purse and luggage bags.
It comes with awesome features such as stiletto heel
metal clasp, open pocket with leather pogo patch and
more. This will take care of your evening essentials
and you would be the envy of the ball. It costs $1,495
and is quite expensive, I must say.
The glamorous ladies out there are on a hunt for
magnificent and splendid hand bags to suit their life
MAYUR INDUSTRIES
CALVIN HANDICRAFTS EXPORTS
GOODLUCK INDUSTRIES
AMERICAN TOURISTER
Customer profile:-
There are different types of bags for different types of users
like for male, female, children, professionals, tourists etc. There
is no specific geographic area is selected. The aim of liberty to
making bags to fulfill the need of every bag user group. The
school bags for students, laptop bags for professionals,
messenger bags for men & women, travel bags for tourists so
liberty target on each group according to their needs and high
level & middle level income group which have above Rs 1 lakh
income per year are targeted group.
Technology:
If you want to make a good design bags you consider
lot of factors like present trends of bags what are the
likes and dislikes of the customers and the hand bags
is luxurious with an abundance of silk satin lining and
satin petals which makes it less luxurious and more
Swot analysis:-
S……………………..STRENGTH
W……………………WEAKNESS
O……………………OPPOURTINITIES
T…………………….THREAT
Strength:-
• Established brand name.
• Wide dealers’ network.
• Bondage between company and employees,
• Customer’s faith.
• Leaders in quality.
• Economies of scale
• Infrastructure
Weaknesses:-
After sales like replacement of bags is very poor.
Price of products offered is not satisfactory.
Marketing mix:-
Product: A product is a something which can be
offered by producer to customer in the liberty
company over product is bags. And we provides a
good quality bags for each and every segment
increase sales of product through satisfaction or
increase mkt. share and increase turnover for more
profitability . We have different types of bags which is
offered by over company these bags are as follows:-
Laptop Backpack
Sports Bag (TSR075) (TSR014)
Trolley Backpack
(TSR125)
Travel and Sport Bag Travel Backpack (TSR176
(TSR175)
Kid's Sling Bag (TSR120)
Sports Bag (TSR153)
Price:-
Price mix refers to how and what the price of a
particular product is to set in the company. In the
liberty bags we just apply penetration pricing
strategy under this we set the price of a particular
type of bags is relatively low for capturing the mkt.
and increase sales and market share. Under this
pricing we cover all of the peoples which have low
and high level of income because the bags prices are
Sell promotion
Public relation
In the promotion of liberty company we do more and
more advertising and personal selling and increase
the sales promotions through cash coupons discounts
contests and various other tools for promotes bags in
the company. We also promote the industrial
relations through news papers and magazines articles
and reports, TV and radio presentation, seminars etc.
Research methodology is a way to solve research problem
along with the logic behind them. Thus when we talk of
the research methodology we not only talk of the research
methods but also consider the main part behind the
methods we use in context of our research study and
explain why we are using a particular method or
technique and why we are not using others so that
research results are capable of being evaluated either by
the researcher himself or by others.
Research methodology means the method carried out to
study the problem. It shows the type of the sample design
used, its size and the procedure used to draw sample. The
extent of precision achieved and the method used for
handling any special problem during the course of the
study.
In this table:-
The total expenditure is increase due to latent factors.
Total revenue is reducing due to high of the in
expenditure.
Total cost increase in comparison of 2007 and 2009.
Apply six sigma standards.
Summary:-.
Liberty bags limited company covers all the market
and target all the segments of a market and adopt
price penetration pricing of a particular product and
also provide good quality bags and increase sales
through satisfaction and increase the profits and
maintain the public relations and maintain a good
image in the market and also increase the market
share and generates revenue through market. It also a
consider before setting the price all levels of income
group persons. So finally we can say it becomes a
reputed company in future.
Sugesstion and recommdation :-
I would like to suggest:
More emphasis on market research.
Focuses on demand and present trends
customers.
Consider more study about competitors’
strategies.
Also work on “CSR activities” for public image.
Bibliography:-
Books:
Philip kotler marketing
management 13ed.
Mannual
Annual reports of liberty ind ltd.
Internet:-
www.google.com
www.libertyshoes.com