Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

METRO SHOES

No description
by

akriti chauhan

on 1 December 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of METRO SHOES


COMPANY's
PROFILE
* Metro Shoes is multi-brand footwear retail chain in India.
* The largest fashion footwear retailer in India .
* Founder Late Mr. Abdul Malik Tejani opened at Colaba in 1947.
* Metro Shoes Limited is the flagship Company of Metro Group incorporated in the year 1977 .

METRO SHOES
AWARDS & ACCOLADES
BRAND'S MISSION & Vision
To be the number one brand in the footwear and accessories market and to be the best Indian shoe company.
Contents Covered
@Research Objective @Market Segmentation
@Corporate Identity @ Supply Chain
@Awards and accolades @Consumers Analysis
@Organisational Structure @Market analysis
@Chronology of events @Store Observation
@Marketing Mix @Conclusions
@Product Mix @ Reflections
@SWOT Ananlysis @References
@HR Management
Chronology of events
Market Segmentation
Marketing Mix
@ Product

*Newspapers *Online Portal





*TV- Adds *SMS marketing


Price

Products
*Newspapers *Online Portal





*TV- Adds *SMS marketing


Promotion

Place

Marketing Mix
SWOT
STRENGTH
WEAKNESS
OPPORTUNITY
THREAT
• FOCUS ON INNOVATION
• STRONG VALUES
• SPREAD NATION WIDE
• AVAILABLE FOR ALL


NO TIE UPS WITH FOREIGN BRANDS
• FOCUS ON TIER 2 ,
TIER 3 CITIES
• EXPANSION IS SLOWER

• AFFORDABLE FASHION
• FOOTWEAR AS WELL AS ACCESSORIES
• Expansion in Tier 1.


Emergence of International brands.
• SHOE BRANDS WITH DISCOUNTS ALREADY AVAILABLE ON DISCOUNTED SITES AFFECTING THE BRANDS IMAGE

Brand's Philosophy
Setting fashion trends
Giving customers affordable luxury
Catering the best footwear globally
launch of Metro
1st store at Surat
Shoe-Shoppe Metro
Launch of 25th Store
Alliances Formed
50th store
www.metroshoes.net
75 Store
Aims at 1000 crores
Demographics
Geographics
Psychographics
Behavioral
Metro Shoes had catered to 30+ of age group being the oldest company. However they have shifted their attitude towards the new race of the generation. With the motto of ‘ Shoes for the new race’ of people 25+ creating more style for the youth.
Metro Shoes is available in Tier 2 and Tier 3 cities like Lucknow, Ludhiana, Chandigarh etc. due to low competition and preference of the brand.
Jaipur store
Banglore Store
Focusing on the more trendy and the more vibrant generation .
People have become more trendy and stylish.
Metro Shoes caters to the youth of 25+ of age group.
‘Shoes for the new race’.
Trendy brand hence people
enjoy shopping.


Customers visit often .


Family store catering
everyone's needs.






CSR
*Mijwan Welfare Society
*Kala Ghoda Festival
Source:Mijwan Welfare society
Source:Indianterrain.indianartdesign.com
*Aga khan Foundation
*sponsoring 100’Jaipur Foots’

Indian shoe market
Footwear Market in India is showing an upward trend due to the consumer base
* India is the 2nd largest producer of footwear after China.
* China accounts for 13% of the total footwear.
Top brands in India
Bata
liberty
Metro
Adidas
Converse
Lancer
Indian Footwear Market in 2012= Rs 22000 crores
In 2015 est. Rs 38700 crores
Indian footwear market is
governed by
unorganized market
Supply Chain
Small scale Industries
(Agra, Mumbai, Delhi, kolkata)
warehouse for quality checks
sent to outlets
Competitors Analysis
The above data has been collected from interviews with the employees of liberty,bata, metro in order to understand the marketing mix.
STP
high comfort
high quality
low quality
low comfort
Metro
Bata
Liberty
USP
Biggest USP of Metro Shoes is their wide collection of footwear . The store consists of variety and availability for all occassions.
Their patterns are new and stylish which helps them to be different from other brands.
Addition of accessories have been an advantage to them
Store Observation
A view of Metro Shoes in Lucknow
A view of Metro Shoes in Banglore
Metro Shoes in Delhi
According to the survey
From the survey that was done
With the survey that was done 70% people said that unorganized sector is dominant in the footwear industry where as 30% opted for organized sector
In 2013 sales of Metro Shoes was 547 crores and is expected to double to 1095 crores by 2015
No of outlets is expected to grow from 161 to 421
* Metro shoes is a debt free company which is likely to open 100 stores by the end of FY 2014
Regional Wise demand
Wedges
floral
When asked 52%people preferred Metro Over the other given brands
Evolution of Indian Customers:
* There has been a qualitative shift in the people's demand towards the products rather than the end product.
* Also in their lifestyles. People only pay if they feel that the product matches with it’s values. Be it a Rs 100 slippers or Rs 20,000 boots.
People with disposable income over Rs 25000 prefer branded and quality products rather than duplicate ones.
Factors influencing behavior of consumers
a) Political
factors
b) Cultural factors
c) Social Factors
d) Personal factors
Men and women with a disposable income between Rs 5000-Rs 25000 shop based on the occasion , it was found out that only 12 on 22 men shop occasionally and 6 women out of 31 shop depending on the occasion.
21 Females out of 52 with variable disposable income shop every weekend where as 13 men out of 49 shop every weekend. Hence it could be concluded that most women prefer shopping.
23 females out of 52 prefer shopping every month where as only 17 men shop once a month.
Political Factors
The laws,regulations,taxes which could affect the economy of the country are the political factors
Since money makes the economy of India and the buying behavior of Indians have changed drastically . When asked 56 M and F responded to better quality of products no matter what the cost be.
However 34 women and 22 men with a disposable income b/w Rs 5000- Rs 1 lakh wouldn't mind buying duplicate items.
Cultural Factor
When a study was done between cities Delhi and Lucknow, it was observed that people demand for more stylish and new patterned collections.
When asked if their purchasing behavior depends on the celebrity involvement ? It was found that:
16 Females and 11 Males shop based on celebrities involvement
Social Factor
Consumer’s behavior is influenced by social factors as reference groups, family and social roles, face to face or indirect influence on a person’s attitude. Hence Metro Shoes makes sure that it provides its customers the best.
Website
Newspaper
SMS
TV Adds
Research Objectives
Organizational Structure

From the survey
Based on the questionnaire
* The above graphs have been formulated from the questionnaire.
www.bharatonline.com
Conclusion
*Youth centric - Being a youth representator I can connect well with the brand."Shoes for the new Race".

*Under one roof - A wide variety of products(footwear & accessories) for all makes it easy to shop.

*E-commerce - The brand has made it easy for all to reach it's products through wires.
Reflection
* The importance of each module was felt while doing the project. Also could connect with the classroom teachings and implement them in my study.

* All my faculty memebers were very supportive and stood as a guiding light at every point of my research.


Pic Source: www.clipartpanda.com
Pic source: www.metroshoes.net
Females
Rs1500-Rs5000
Males
Rs1500- Rs5000
Kids
Rs 700-Rs 1500

Accessories
Rs150-Rs 4000

www.metroshoesnet.com
RO1- Indept Kowledge about
the brand
Ro2- To observe the
growth of metro brand
RO3- Analyse the competitors
Ro4- Consumers purchasing behavior
Research Design
Exploratory
Descriptive
Data Collection Method
Primary
Secondary
(Internet,websites,Newspapers)
Questionnaire,Unstructured Interview,store Analysis
Sampling Techniques
Judgemental
Questionnaire
Sample Size
Respondents 101

Employees 10
Sample Unit
18-50 years
Sample Frame
New Delhi
RO1: Indept Study of the Brand
RO2: Growth of Metro as a Brand
High Heels
White Chappals for men
source:www.nirmalbang.com
In spite of the recession which gripped the entire world economy the company was able to record a gross sales of Rs. 232.15 crores against Rs. 202.57 crores in the year 2005 and hence a growth of 14.60% was observed.
The three strategies of it’s business:
a) Product customization,
b) Fostering entrepreneurship skills amongst its staff
c) Dedication to customer service.

RO3: To analyse the competitors based on the marketing mix
RO4: Understanding the consumers buying behavior
India is the second largest producer of footwear after china which accounts to 13%
When asked if their purchasing behavior depends on the celebrity involvement ? It was found that:
16 Females and 11 Males shop based on celebrities involvement
relatively price elastic (e>1)
Metro Shoes
"Shoes for the new Race"

source: www.pininterest.com
Akriti Chauhan
MAFMG 2014-2016
DFMGM140777

2014-'Best Footwear Brand'
2012- 'Most admired Retail Brand'
2011- Best retailer of the year
source:Indiaretailing.com

References
(n.d.). Retrieved nov 11, 2014, from www.etretail.com: http://retail.economictimes.indiatimes.com/
(2009, feb). Retrieved from www.metroshoes.net: http://www.metroshoes.net/pages/Return-And-Refund-Policy/pgid-193769.aspx
Garg, k. (n.d.). footwearindustry. Retrieved 11 2, 2014, from www.slideshare.net: (http://www.slideshare.net/KanikaGarg2/footwear-industry?qid=fc670764-114f-4fe6-9117-7ce11321f5b6&v=default&b=&from_search=2)
metroshoes. (2009, march). Retrieved 11 5, 2014, from www.metroshoes.net: www.metroshoes.net

Rao, s. (2014, feb). International journal of innovative research in science. Retrieved nov 4, 2014, from ijirset: (http://www.ijirset.com/upload/2014/february/55A_Management.pdf)

Shushmul. (2013, 12 4). indian footwear industry. Retrieved 11 4, 2014, from slideshare.net: (http://www.slideshare.net/shushmul/indian-footwear-industry-dec13)
Full transcript