1 .About Liberty Foot wears

Liberty Shoes have been fashioning for Liberty Foot wears all over 50 years now,

for the style- conscious people around the globe. Currently with an annual turnover

exceeding INR.600 crore (U.S. $150 million), Liberty Foot wears figure amongst

the top 5 manufacturers of leather Foot wears of the world producing more than

50,000 pairs a day using a capacity of more than 3 lacs square feet of leather per

month. Helping us dress up the feet of the fashion-driven and quality-seeking

customers in more than 25 countries, which includes major international fashion

destinations like France, Italy and Germany, is our worldwide distribution network

of 150 distributors, 400 exclusive showrooms and more than 6000 multi-brand

outlets. Our committment to quality is also evidenced by our ISO 9001: 2000

certification.

2. Corporate Philisophy

“Liberty as a brand is constantly evolving to keep pace with the changing trends ,

styles , beliefs and aspiration of people”

  Innovation, technology and advancement constitute the core of the corporate

philosophy of the Liberty Group. Liberty Foot wears at Liberty, boast of our

healthy and heart-felt respect for the human ethos and Liberty Foot wears greet the

arrival of the new with a sincere and deep regard for the old.

Liberty as a brand is constantly evolving to keep pace with the changing trends,

styles, beliefs, and aspirations of people while maintaining the sanctity of rich

traditions like workmanship and values.

1

Vision

The Group is committed to achieve the highest performance standards in each area

of its business. It envisages itself as the most trusted name all over the world.

Mission

It’s the mission of the Liberty Group to continuously improve the quality of its

products using cutting-edge technologies and following the latest trends. The group

emerged with an enthusiasm to offer world-class products to its countrymen and it

will carry forward the same attitude along with the determination to be the global

leader.

A vision with an attitude

The goal of an organization gets reflected in its mission and vision. Liberty Foot

wears at Liberty, feel the pride of having a goal that inspires us to operate for the

advancement of the people .

2

3.GROUP OF COMPANIES

Liberty Foot wears

Liberty Foot wears is the only Indian company that is among the top 5

manufacturers of leather foot wears in the world The company has a turnover

exceeding U.S. $100 million and produces more than 50,000 pairs of Foot wears

per day. The company produces varieties of ranges covering virtually every age

group and income category. The products are marketed across the globe through

150 distributors, 350 exclusive showrooms and over 6000 multi-brand outlets, and

sold in thousands every day in more than 25 countries including fashion-driven,

quality-obsessed nations like France, Italy, and Germany. To manufacture world-

class Foot wears to its people, the Group started its journey. Today, Liberty Shoes

Ltd. is manufacturing not only for domestic market but also for its customers all

over the world.

3

Liberty Whiteware

  With innovations in

bathroom products and accessories that go beyond graceful lines, the company is

setting new standards in the Indian ceramic sanitary ware industry. The products

break the mould to achieve balanced and coherent integration of space, form,

design and comfort. It is redefining the bathroom as a treasured sanctuary to

luxuriate in. Liberty Whiteware is a part of the Rs. 350 crore Liberty Group, and it

is taking the concept of luxury to a new level of excellence.

Liberty White is taking luxury to a new level of excellence. Through its

unmatched products, the company is virtually redefining the bathroom as an

epitome of luxury.

 

With innovations in bathroom products and accessories that go beyond

graceful lines, the company is setting new standards in the Indian ceramic

sanitary ware industry. The products break the mould to achieve balanced

and coherent integration of space, form, design and comfort. It is redefining

the bathroom as a treasured sanctuary to luxuriate in.

Liberty Whiteware is a part of the Rs. 350 crore Liberty Group, and it is

4

taking the concept of luxury to a new level of excellence.

     

Liberty Retail Revolution

 

In the elite shopping avenues of fashion capitals "Revolutions" has begun its walk.

The fashion accessory and Liberty Foot wears stores have begun operations in

Chennai, Bangalore, Mumbai, Kolkata, Hyderabad, Pune, Indore and Lucknow.

These are company managed and owned outlets where the emphasis is to deliver

high fashion to the customers backed by quality service making it a delightful

shopping experience. Liberty showrooms enter the international market as the

company has plans of opening more revolution showrooms nationally &

internationally.

Through its chain of retail outlets, Liberty Retail Revolution is offering delightful

shopping experience to the customers, which is backed by quality and elegance.

5

 

A success story originates in a vision. Liberty Group was the vision of three

dreamers who thought of producing an Indian brand of foot wears to make a basic

necessity available to their countrymen. Mr. D P Gupta, Mr. P D Gupta and Mr. R

K Bansal looked beyond the geographical boundaries and brought cutting-edge

technologies to their own country. Soon the name, “ Liberty ” became synonym to

quality in the domestic market and this encouraged the company to invest further

for enhancing production capacities and to cater to the demand of international

markets. Today, Liberty is not only about foot wears. It has diversified into various

sectors establishing an invincible business empire of prosperity. In the domestic

market it is one of the most admired names that ensure quality. Liberty Group

expanded and diversified into manufacturing of ceramic sanitary ware under the

brand name “Liberty White” With innovations in bathroom products and

accessories that go beyond graceful lines, the company is setting new trends in

Indian ceramic sanitary ware industry.

In order to offer unusual shopping experience to the customers, the group also

entered into retailing and set up stores in the major cities under the brand name,

“Liberty Revolution”

The Liberty Group is expanding with the passage of time and it is committed to

venture into more business areas keeping abreast with the demands and needs.

Group at a glance

 

6

A success story originates in a vision. Liberty Group was the vision of three

dreamers who thought of producing an Indian brand of footLiberty Footwearsar to

make a basic necessity available to their countrymen.

Mr. D P Gupta, Mr. P D Gupta and Mr. R K Bansal looked beyond the

geographical boundaries and brought cutting-edge technologies to their own

country. Soon the name, “ Liberty ” became synonym to quality in the domestic

market and this encouraged the company to invest further for enhancing production

capacities and to cater to the demand of international markets.

Today, Liberty is not only about footLiberty Footwearsar. It has diversified into

various sectors establishing an invincible business empire of prosperity. In the

domestic market it is one of the most admired names that ensure quality. Liberty

Group expanded and diversified into manufacturing of ceramic sanitary ware under

the brand name “Liberty WhiteLiberty Footwearsar” With innovations in bathroom

products and accessories that go beyond graceful lines, the company is setting new

trends in Indian ceramic sanitary ware industry.

In order to offer unusual shopping experience to the customers, the group also

entered into retailing and set up stores in the major cities under the brand name,

“Liberty Revolution”

The Liberty Group is expanding with the passage of time and it is committed to

venture into more business areas keeping abreast with the demands and needs.

7

4. Liberty Brands

           

         

Liberty has developed a spectrum of exclusive brands for both males & females

across all age groups, each of which has been given that extra edge to cater to a

specific target requirement. Today the new range from Liberty is all about style,

design, and comfort. The range imbibes the spirit of fun and is stylish in

accordance with the recent fashion trends.

8

     

5. Business Ethic’s 

Liberty conducts its Business with honesty, Integrity and respect for all

thosewho come in contacts with it…

The Liberty Group is fully appreciative of the fact that its reputation

originates not only from quality products and technological innovations but

also from the manner of its dealings with customers, suppliers, government

officials and all those who are outside the Liberty Group. Utmost

importance is also given to ensure a safe, healthy and non-discriminatory

work environment for all Liberty employees where they are free from

harassment of any form by supervisors, seniors, co-workers, customers and

suppliers. Ethical standards and practices are strictly followed at Liberty

Foot wears.

Liberty Foot wears fare of society is above all the business interests. Without

society, a business enterprise does not have any existence. Liberty Foot wears at

Liberty Group, take various measures for the advancement

9

6. Distributions

Retail Liberty Foot wears believe that every segment of our wide customer base

has a right to fashionable Liberty Foot wears which makes them look good, and

feel good. Hence, while Liberty Foot wears devote the most fashionable selections

to those with high tastes in style; our offerings also blend fashion with

affordability. At the same time, a wide range of industries are able to function

more effectively, benefiting from the safety shoes offered by Liberty which is

operating 400 exclusive stores and 6000 multi brand outlets.

Distribution The world chooses to step ahead in our Liberty Foot wears. And so

Liberty Foot wears, in turn, step ahead with a strong distribution network that

reaches out to the most far flung areas of India, and beyond to more than 25

countries across the world. This strong and ever expanding network is a reflection

of our commitment to dress more feet fashionably.

Institutional sales With increasing construction and development activity taking

place across the world, the need to ensure safe working conditions for the

workforce is at an all time high. The Liberty Foot wears comes in the form of the

world class range of Warrior Safety Shoes from Liberty that helps industries

around the globe work safe, work better. Conforming to Euro Safety Norms (EN –

345), this safety at Liberty Foot wears is recognized as standard professional gear

for workers in light and heavy engineering units as Liberty Foot wears all as

defense forces. So the feet the world moves on, moving in Liberty Foot wears.

10

7. Marketing strategies online shopping of Liberty Brand

International Brand Of Liberty

11

8. Strategies Of Promotion

The Impact of Celebrity Endorsements on

Consumer Brand Preferences

The crescendo of celebrities endorsing brands has been steadily increasing over the

past 20 years or so. They have firm believe that like ability or a favorable attitude

towards a brand is created by the use of a celebrity. The crore of rupees spent per

year on celebrity endorsement contracts show that celebrities R.Roshan for

Promotion of Liberty Brand Products an important role for the advertising

industry. It is an established fact that celebrity endorsement can bestow unique

features or special attributes upon a product that it may have lacked otherwise.

In India from late 1970's and early 80's the new trend in advertising started. Brands

started being endorsed by celebrities. Hindi film and TV stars as Liberty Footwears

all as sportspersons Liberty Foot wears re- roped in to endorse prominent brands.

Advertisements featuring stars like Late Jalal Agha (Pan Parag), Tabassum

(Prestige cookers), Sunil Gavaskar for Dinesh Suiting, Ravi Shastri and Vivian

Richards (Vimal), Persis Khambhata and Kapil Dev (Palmolive Shaving cream)

became common.

Though marketers should remember that celebrities are mere living beings like us

and if they can highlight the benefits or advantages of a brand they can also have

some uncanny negative impact. Theory and practice suggests that the use of stars

and their unleashing image is really helping Liberty Foot wears in advertising

generate a lot of publicity and attention from the public but the underline questions

are, do these stars really help a brand by increasing its sales? On the other hand,

can they really have an Impact on the person's consumption pattern, thereby

12

changing his brand preference? How an advertisement featuring a celebrity can

influence consumers buying decision and can create an association between

Liberty Foot wears a brand and a common man.

To ans Liberty Foot wears these questions, the article will examine the relationship

between Liberty Foot wears celebrity endorsements and brands, and the impact of

celebrity endorsement on consumer's buying behavior as Liberty Foot wears all as

how consumer makes brand preferences.

Liberty Foot wears will apply a wide range of accepted principles of how

consumers brand attitudes and preferences can be influenced, how buyer's behavior

can be influenced, how buyer's behavior can be molded. Liberty Foot wears will

use the principles of credibility of source and attractiveness, the match-up

hypothesis, the consumer decision-making model and the communication model to

understand this phenomenon.

13

9. Brand- A layman perspective

Brand is the proprietary visual, emotional, rational and cultural image that you can

associate with a company or the product. Few examples will bring home the

meaning i.e. Amul - utterly butterly delicious; Coke – thanda matlab coca-cola;

Pepsi – Yeh dil mange more; Kurkure- Masti bole to kurkure and Daewoo ka

India.

These examples convey one message that when people watch advertisement a

connect is being created and result is that people go for experience of buying.

People feel by using the brand they will portray certain traits or characteristics that

otherwise they do not have. This generates a certain level of emotional affiliation

and a sense of fulfillment.

Advertisements enforces what exactly the brand stands for and what to expect by

its consumption and above all what factors, features and attributes makes it better

from competition. Advertisements along with other marketing efforts generate

expectations and feelings in a customer and force them to think when they see or

hear the brand name. This Thinking process and emotional bonding gets more

mature and relevant when a celebrity endorses the brand. The subjective intangible

feelings of a customer become objective and tangible in the form of celebrity and

the level of expectations will rise.  The customer will start to perceive himself in

the reference frame of the celebrity after the brand or the advertised product has

been purchased or consumed by him.

14

10 .Celebrity Endorsements

Celebrities are people who enjoy public recognition and mostly they are the

experts of their respective fields having wider influence in public life and societal

domain. Attributes like attractiveness, extraordinary life style or special skills,

larger than life image and demigod status can be associated with them.

It is safe to deduce that within a corresponding social group celebrities generally

differ from the social norm and enjoy high degree of public awareness.

Celebrities appear in public in different ways. To start, they appear in public when

fulfilling their professional commitments example: Mahendra Singh Dhoni, who

played cricket in front of an audience in Liberty Foot wears -Liberty Foot wears

World Cup. Furthermore, celebrities appear in public by attending special celebrity

events, example: the movie award nights; special screening; world premiers of

movies or for social causes. These celebrities have universal presence and appeal,

they are present everywhere, in news, fashion shows and magazines, tabloids and

above all advertisements.

Celebrity and a Brand

Liberty Foot wears in India can be gauged by the successful endorsements done by

Sharukh Khan (Pepsi, Hyundai Santro, Sunfeast, and Navratan etc.), Amitabh

Bachchan, Sachin Tendulkar, Rahul Dravid, Hrithik Roshan and the others. The

inevitable question is, if and how the lively interest of the public in the rich and

famous can be efficiently and effectively used by companies to promote their

brands and consequently to increase their sales revenues.

15

This fact can be brought out by using certain examples i.e. Mr. Amitabh Bachchan

promoting Cadbury chocolates after the fiasco of infestation when the image of

Cadbury India Liberty Foot wears not very low in the eyes of people. Soon the

company found a perfect fit and a reliable celebrity to transmit the correct message

and help regenerating the lost trust. The fit between Liberty Foot wears the product

and celebrity is evident as Mr. Bachchan and Cadbury chocolates both have tested

troubled times and still they stand tall and the love and trust they both share with

the people all across India. This is a live example of how a celebrity brought

certain attributes to a product like chocolate.

Actor Sharukh khan has also endorsed diversified products. His endorsement

basket is ranging from Hyundai Santro to Sunfeast biscuits on one hand and from

Compaq computers to Videocon electronics on the other.

According to Advertising research companies both the actors are doing Liberty

Footwearsll and the ad spent on both by the companies is increasing at a

phenomenal rate, so does their basket of endorsements. These actors bring

reliability and trust in the brand and above all, they help in increasing the sales

revenues.

Celebrity endorsements are poLiberty Footwearsrful, has become evident from the

above two examples but, why is it so? This poLiberty Footwearsr is offered by the

following elements, which also creates a 'Top of the Mind Position'.

* Instant Awareness, knowledge about the brand and easy recall.

* Values and image of the brand is defined, highlighted and refreshed by the

celebrity.

* The celebrity adds new edge and dimension to the brand.

16

* Credibility, trust, association, aspiration and connectivity to brand.

* Belief in efficiency and new appearance that will result in at least trial usage.

11. Understanding Consumer Behaviour

Consumer behaviour is the study of how people buy, what they buy, when they

buy and why they buy. It blends elements from psychology, sociology,

sociopsychology, anthropology and economics. It attempts to understand the buyer

decision-making process, both individually and in groups. It studies characteristics

of individual consumers such as demographics, psychographics, and behavioral

variables in an attempt to understand people's wants. It also tries to assess

influences on the consumer from groups such as family, friends, reference groups,

and society in general.

The study and knowledge of consumer behavior helps firms and organizations to

improve their marketing strategies and product offerings. Following are the

important issues that have significant influence on consumer's psyche and their

ability to take decisions:

The psychology of how consumers think, feel, reason, and select betLiberty

Foot wears different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her

environment (e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing

decisions.

Limitations in consumer knowledge or information processing abilities

influence decisions and marketing outcome.

17

How consumer motivation and decision strategies differ between Liberty

Foot wears products that differ in their level of importance or interest that

they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and

marketing strategies to more effectively reach the consumer.

Their Age, Religion, Culture, Income, informal group and Referent Group.

Understanding these issues helps us adapt our strategies by taking the consumer

into consideration.

Consumer Decision-making process

The given process is very complicated though on first sight it does not look so.

Process starts with problem recognition or with an unsatisfied need. Something

that a consumer would like to have or purchase in order to attain satisfaction. This

need can be Psychological, attitudinal or Physiological but yes it should have the

capacity to be fulfilled by consuming a particular product or service.

To satisfy the given need what all are the components that should be taken into

consideration and how Liberty Foot wears can maximize the satisfaction is the next

stage. In this stage, Liberty Foot wears will cover ability to purchase, level of

18

involvement, people whose opinion will count and other relevant details that will

help us in optimizing satisfaction.

Based upon information search Liberty Foot wears will generate various

alternatives i.e. which brand or product is affordable for me, where will it be

available comfortably and above all in comparison to other brands or products how

better or economical it is.

Evaluation stage will look like cost benefit analysis and based upon maximum

value or utility per rupee spend, Liberty Foot wears will decide or shortlist the

product or brand. This is the decision and confirmation stage where the consumers

prepares himself for the purchase of a particular brand and give preference to one

and only one over and above the others.

Next comes the purchase when the consumer will finally go to the market and look

for the brand or the product, physically verifies it and purchases it.

Last is the post purchase Evaluation in which the customer wants to justify his

consumption or purchase decision. He tries to find out whether his purchase

decision was right or not. Companies make lot of effort to tackle this situation

successfully and they want the customer to be satisfied with their product.

This stage may result into three situations, first is satisfaction where customer is

satisfied and he got expected results but this does not necessitates the repeat

purchase by the consumer. Second is dissonance where the consumer is not

satisfied as he got less utility or less than expected result from the consumption or

product performance. Third is Delight, here the consumer gets more than expected

satisfaction and utility and this will assure the repeat purchase and creation of

brand loyalty.

19

Traditional Factors affecting consumer decision making

There are several factors that affect consumer's decision to purchase a brand and a

product. These factors though at time are not very much visible but they make an

impact and affects sales of a product or brand up to a great extent. The table below

shows some of these factors.

Impact of a Brand on consumer purchase decision

Research studies have proven that known products and names are sold more than

unknown ones. Therefore, a known brand or an optimally exposed brand will find

more recognition and buyers in the market in comparison to completely unknown

or unexposed brand. Recognition of brand and its significance along with the

traditional factors plays a very significant role in consumer decision-making

process.

20

 More or less every consumer has a brand preference and given the affordability

and societal norms, each buyer would like to buy and consume one of the highly

acceptable, recognizable, and reputed brands.

The above given model explains the important role that a brand plays in three

different stages of consumer's purchase decision making. A consumer start

collecting data or information about his favorite brand than he keeps his favorite as

one of the alternatives and he evaluate his selected brand against all available

options and on finding it suitable or best among all options based upon a

qualitative and quantitative evaluation he will ultimately purchase the selected or

favorite brand.

The campaigns are not only basking with the glory of success stories, but there is

considerable number of failures as Liberty Foot wears. Assuming that a person just

have to be famous to represent a successful brand, Liberty Foot wears forever,

would be incorrect and may turn out to be a very dangerous preposition resulting

into a big calamity for the entire advertising campaign or the brand.

Liberty Foot wears accepted and attractive super stars like Abhishek Bachchan and

Amitabh Bachchan failed in turning their endorsements into success i.e. Maruti

21

Versa similarly Virendra Sehwag also failed to deliver Reliance

Telecommunication with the master stroke of his cricketing genius.

Among the possible reasons identified by several authors, including overexposure

and identification, the 'match-up hypothesis' specifically suggests that the

effectiveness depends on the existence of a 'fit' between Liberty Foot wears the

celebrity spokesperson and endorsed brand.

Empirical work on the congruency of brand with the celebrity often has

concentrated on the physical attractiveness of the endorser. Results show that an

attractive spokespersons are more effective in terms of attitude change when

prompting brands that enhance one's attractiveness i.e. cosmetics; health drinks or

fashion Liberty Foot wears.

Primary data states, for celebrity spokespersons to be truly effective, they should

be knowledgeable, experienced, mature, and a bench mark in their respective field

and qualified to talk about the product.

22

12. Transferring the Meaning

After watching an advertisement the consumers try to find the meaning of the

advertisement and associate the same with the endorser and eventually transfer to

the brand. To understand this phenomenon Mc Cracken (1989) suggested a

comprehensive model known as Meaning Transfer Model. This three-stage model

suggests how the meaning associated with the famous person moves from the

endorser to the product or the brand. Thus, meanings attributed to the celebrity

become associated with the brand in the consumer's mind. Finally, in the

consumption process, the customer acquires the brand's meaning. The third stage

of the model explicitly shows the importance of the consumer's role in the process

of endorsing brands with famous persons.

In contrast to anonymous endorsers, celebrities add value to the image transfer

process by offering meanings of extra depth for Liberty Foot wears, what is

complemented by their life style and personalities. Therefore, to transfer the

correct meaning to the consumer the company should select a celebrity that will

produce the most favorable response for consumers and for the purpose the

celebrity should have, the appropriate set of characteristics and the public should

be able to visualize and comprehend the same. The company should consider the

consumer's needs while developing their communication strategy and selecting an

appropriate celebrity to transmit the same, i.e. Kurkure used actress Juhi Chawala

with the punch line 'Masti Bole To Kurkure' and the actress on screen and off-

screen personifies the masti and helps the brand in communicating the same easily.

Compatibility of the celebrity's persona with the overall brand image is very

important, as a celebrity imparts credibility and inspirational value to a brand and

23

his or her image should perfectly match the brand's image. A good brand campaign

idea and an intrinsic link between Liberty Foot wears the celebrity and the message

are must for a successful campaign.

Certain elements that generate a perfect match or compatibility between Liberty

Foot wears the celebrity and brand image are:

* Celebrity's fit with the brand image along with celebrity-target audience match.

* Celebrity associated values and celebrity-product match.

* Costs of acquiring the celebrity and his or her popularity along with controversy

risks associated with the celebrity.

* Credibility, availability and physical attractiveness of celebrity.

The above points can be put to perspective by using two examples, first Kapil

Dev's 'Palmolive da jawaab nahin' and second Nakshatra's brand recall due to its

endorser, the gorgeous Aishwarya Rai Bachchan. Both brands have edged out and

carved out their niche in consumer's mind due to image and credibility of their

endorsers. These Liberty Foot wears the cases of perfect match between Liberty

Foot wears the brand image and the image or persona of the celebrity endorser.

celebrity endorsement advertising strategy Concludes

A brief assessment of the current market situation indicates, that celebrity

endorsement advertising strategy can under the right circumstances indeed justify

24

the high costs associated with this form of advertising. The use of celebrity for

endorsements create a very favorable impact on the consumer and it creates a

connect which forces a consumer to purchase a product. However Liberty

Footwears , as several failures show, it is essential for advertisers to be aware of

the complex processes underlying celebrity endorsement.

It has been proved from the discussion that celebrity endorsements are a powerful

for Liberty Foot wears and useful tool that magnifies the effect of a campaign but

the word of caution to be followed by Liberty Foot wears seriously; celebrities

alone do not guarantee success nor does a great advertising campaign or the best

possible product. It is the combination of several factors and elements that work

together for the success of a brand and its acceptance in the minds of consumers as

Liberty Foot wears as for its market offering.

Modern day consumers are Liberty Foot wears educated and smart, they know

celebrities are being paid for these endorsements and this knowledge makes

consumers rather more cynical about the product and celebrity endorsements.

Majority of the consuming population also knows what is advertising and how it

actually works and this knowledge of consumer makes the task of celebrity

endorsement all the more difficult and challenging for the advertising companies

and the sponsors. Indian companies both advertising and product offering

companies have top make an effort to overcome this ever-mounting challenge.

25

13. MANAGEMENT SYSTEMS CERTIFICATION

Liberty Brand ISO 9001

BIS is operating following Management Systems Certification Schemes:-

1. Quality Management Systems Certification Scheme

2. Environmental Management Systems Certification Scheme

3. Occupational Health and Safety Management Systems

4. Hazard Analysis Critical Control Point.

BENEFITS TO THE CERTIFIED FIRM

The firm with BIS Quality Management Systems Certification license provides:

i) Clear indication of its capabilities

ii) Strong evidence of its commitment to quality

iii) Assurance of consistency in quality of product/ service with timely delivery;

Disruptions to routine caused due to multiple assessments by various

customers are reduced.

Firm is forced by itself-self motivated to consider improvement to the

system through regular audits by BIS.

Reduces the incidence of product failure, in-turn improves credibility of the

firm.

Leads to less material wastage, production down time, rework, etc. through

an increase in `quality know-how' and efficiency.

26

Being internationally recognized, the firm's quality will have world-wide

acceptance.

Better choice and monitoring of the firm's supplies.

Puts all operations on a scientific basis.

Motivates all employees and ensures their involvement.

Provides stepping stone to TQM.

BENEFITS TO CUSTOMERS

Provides assurance and satisfaction that their needs for quality will be met.

Saves time and money by reducing the need for assessment of their

suppliers.

Reduces incoming inspection costs.

Work with reduced inventory levels, effecting significant cost reductions.

Simplifies purchase decisions.

Creates confidence in their suppliers because of the approval by an

independent third party.

Better service, better and quick complaint redressal.

27

14. Data analysis

Research on Liberty footLiberty Footwearsar

1. Do you like Liberty Foot wears ?

a) Yes

b) No

2. What kind of Foot wears you wear Branded or non brand ?

a. Branded

b. Non branded

28

29

3. Are you aware of Liberty Brand in foot wears segment?

a) Yes

b) No

If yes, why do you prefer Liberty Foot wears over other brand ?

c) Quality

d) Price

e) Advertisement

f) All of three

30

4. How different is the style of expressing information in the ad comparing of

Liberty Brand using R. Roshan (celebrity) with other brands?

a) Not at all different

b) Quite different

c) Very different

31

5. Do you like Add campaign of R. Roshan for Brand campaign for Liberty Foot

wears ?

a) Yes 100%

b) No

7 .You purchased Liberty Foot wears product because; ______________

c) Liberty ad is influencing 69%

d) It’s Liberty product 19%

e) Both 12 %

32

6. How do you scale Liberty Foot wears Brand ?

ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

PRICE 48% 22% 23% 07%

Quality 20% 14% 20% 46%

PACKAGING 33% 18% 12% 37%

Brand

12% 16% 23% 49%

AVAILABILIT

Y

12% 15% 23% 50%

33

15. FINDINGS

Findings constitute the core part of the body of the report. The findings

section constitutes the “Meat” of the report. Findings are the results of the study.

This section makes up the bulk of the reports. The specific objectives of the study

should be kept in mind and findings presented with them in view. The list of

information needed to achieve the objectives, which was prepared in the problem

formulation step, should limit the scope of the findings presented. Research has

suggested that,

Nearly 90% of the sample prefers Liberty foot Liberty Foot wears brand .

Liberty products are Liberty Foot wears known for their Price and quality as

compared to other products.

I find the main thing that is “Liberty ” brand name has very good image in

consumer’s mind and they consider it as quality Product.

Almost 95% says, Liberty is among the top 3 brand in the market

However Liberty Foot wears the advertisement has created a new aspect of

enjoying in Liberty Foot wears segment .

34

16. CONCLUSION

So finally it’s time to answer Liberty Foot wears the simple yet important question,

“Is celebrity endorsement worth the investment?” And the obvious yet logical

answer Liberty Foot wears is YES.

Today the advertising world has gained strong identity of itself. Advertisements

have come to be heroes in themselves. A celebrity’s visibility today hinges not so

much on the number of films he has recently acted in, as on the number of

advertisements he has starred in, and the frequency of new mega hits from Yash

Chopra or Karan Johar, and even watch it with the same curiosity.

As said truly “Celebrities can add value to an idea provided you have one”. The

visible and not so visible demerits of celebrity endorsements are all up to how the

endorsement is handled. Sometimes, a good brand uses a celebrity ineffectively,

and there are times when a smaller brand does extremely Liberty Foot wears with

good use of a celebrity endorser. It is not fair to blame the celebrities for the failure

of endorsement deals. It all boils down to the strength of the idea which constitutes

the ad and how Liberty Foot wears has the celebrity been used to add spice to those

ideas.

Whatever the reasons, the reality is that celebrities can and do play a role in

building brands. A good celebrity coupled with a great idea can never go wrong.

Making the right choices in terms of personality, values, associated emotions and

code of conduct is critical. The wrong choice could be lethal.

35

17. BIBLIOGRAPHY

Books:

Marketing Management: By Philip Kotler

Celebrity sells: By Hamish Pringle

Newspapers:

1. Times of India

2. Mid-day

3. Business Standard

Liberty Footwearsbsites:

1. www.libertyshoe.in

2. www.magindia.com

3. www.agencyfaqs.com

4. www.indiatimes.com

5. www.yahoo.com

6. www.hinduonnet.com

36