1

CERTIFICATE

TO WHOME IT MAY CONCERN

This is to certify that Ms. PRAGYA AGARWAL student of BBA-6 SEM In our institute has
successfully completed

her project work entitled MARKET SHARE OF LIBERTY

FOOTWEAR LIMITED for the partial fulfillment of the degree of bachelor of business
administration for the session 2014-15.

Dr. RACHNA SAXENA

(HOD BBA AND B.COM PROGRAM)

MR. KINSHUK SINHA

(PROJECT GUIDE)

PREFACE
It gives us immense pleasure to work on the project as it is entirely creative. This does not come
all of sudden, but it come by result of discussion consultation & contemplation. Problem
unsolved here can never be satisfactory eliminated later it is there for a slow process.
Moreover practical training is an important part of management courses. The theoretical studies
are not sufficient to get into the corporate world only practical knowledge can help us to
understand the complexities of large scale organization.
To develop healthy managerial & administrative skill in potential managers. It is necessary that
theoretical knowledge must be supplemented with exposure to the real environmental. Actually,
it is life for, a management itself is realised.
My Topic Of Project is MARKET SHARE OF LIBERTY LIMITED

ACKNOWEDGEMENT

Some factors are responsible for the success of a work in which some one gives support,
motivation and guidance. I would like to my indebtedness to various individuals who were cocorporative in the completion of my project work.
I am extremely thankful to my project guide Mr. Kinshuk Sinha whose valuable suggestion and
comments helped me a lot.
I am also expressive our special gratitude to my project guide for encouraging me to take a topic
of MARKET SHARE OF LIBERTY FOOTWEAR LIMITED.
Last but not the least. I would like to express thanks to my parents for their moral support
without which the work the work would not be possible.

PRAGYA AGARWAL
(1210101111)

LIST OF CONTENTS:
S.no.... Contents........

Page no.......

Objective

Research Methodology

6-13

Company Profile

14-32

Literature Review

33-47

Data Analysis and Interpretation

48-51

Finding

52

Conclusion

53

Recommendation

54

LimitationFuture scope

55

Future scope

56

10

OBJECTIVES

To study the MARKET SHARE of liberty footwear limited.

To study the STP of liberty footwear limited.

RESEARCH METHODOLOGY

Methodology is the systematic, theoretical analysis of the methods applied to a field of study. It
comprises the theoretical analysis of the body of methods and principles associated with a branch
of knowledge. Typically, it encompasses concepts such as paradigm, theoretical model, phases
and quantitative or qualitative techniques.
A methodology does not set out to provide solutions - it is, therefore, not the same as a method.
Instead, a methodology offers the theoretical underpinning for understanding which method, set
of methods, or so-called best practices can be applied to specific case, for example, to
calculating a specific result.
It has been defined also as follows:
"the analysis of the principles of methods, rules, and postulates employed by a discipline".
"the systematic study of methods that are, can be, or have been applied within a discipline".
"the study or description of methods".
The process used to collect information and data for the purpose of making business decisions.
The methodology may include publication research, interviews, surveys and other research
techniques, and could include both present and historical information. Research is often
conducting using the hourglass model structure of research. The hourglass through starts with a
broad spectrum for research, focusing in the required information through the method of project
then expend the research in the form of discussion and result.
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of study how research is done scientifically. In it we study the various
steps that are generally adopted by the researcher in studying his research problem along with the
logic behind them.

RESEARCH DESIGN
A detailed outline of how an investigation will take place. A research design will typically
include how data is to be collected, what instruments will be employed, how the instruments will
be used and the intended means for analyzing data collected.

RESEARCH:
The word research is composed of two syllables, re and search.
Re is a prefix meaning again, anew or over again.
Search is a verb meaning to examine closely and carefully, to test and try, or to probe. Together
they form a noun describing a careful, systematic, patient study and investigation in some field
of knowledge, undertaken to establish facts or principles.

RESEARCH PROCESS:
Steps in Research Process:
1. Formulating the Research Problem
2. Extensive Literature Review
3. Developing the objectives
4. Preparing the Research Design including Sample Design
5. Collecting the Data
6. Analysis of Data
7. Generalisation and Interpretation
8. Preparation of the Report or Presentation of Results-Formal writes ups of conclusion reached.

1st step: Formulating the research problem:

It is the first and most crucial step in the research process.
Main function is to decide what you want to find out about.
2nd step: Reviewing the literature:
Essential preliminary task in order to acquaint yourself with the available body of knowledge in
your area of interest.
3rd step: The formulation of objectives:
Objectives are the goals you set out to attain in your study.
They inform a reader what you want to attain through the study.
It is extremely important to word them clearly and specifically.
4th step: Preparing the research design:
Research design is the conceptual structure within which research would be conducted. The
function of research design is to provide for the collection of relevant information with minimal
expenditure of effort, time and money.
5th step: Collecting data:
Having formulated the research problem, developed a study design, constructed a research
instrument and selected a sample, you then collect the data from which you will draw inferences
and conclusions for your study.
6th step: Analysis of data:
Processing and analyzing data involves a number of closely related operations which are
performed with the purpose of summarizing the collected data and organizing these in a manner
that they answer the research.

7th step: Generalisation and Interpretation:

The report should be written in an academic style. Language should be formal and not
journalistic.
8th step: Reporting the findings:
Writing the report is the last, and for many, the most difficult step of the research process. The
report informs the world what you have done, what you have discovered and what conclusions
you have drawn from your findings.

Sources of Data:

Primary Data
Secondary Data

Secondary Data:
It means that are already available that is they refer to the data, which have already been
collected and analyzed by someone else for its own use and later the same data is used by a
different user or person. It is based on secondary source of information.
Secondary data, is data collected by someone other than the user. Common sources of
secondary data for social science include censuses, organisational records and data collected
through qualitative methodologies or qualitative research. Primary data, by contrast, are collected
by the investigator conducting the research.
Secondary data analysis saves time that would otherwise be spent collecting data and,
particularly in the case of quantitative data, provides larger and higher-quality databasesthat
would be unfeasible for any individual researcher to collect on their own. In addition, analysts of
social and economic change consider secondary data essential, since it is impossible to conduct a
new survey that can adequately capture past change and/or developments.

10

As is the case in primary research, secondary data can be obtained from different research
strands:

prior documentation such as Census, housing, social security as well as electoral statistics
and other related databases. internet searches, libraries; progress reports; etc. It does not

include interviews as this collect primary data for analysis to generate information.
A clear benefit of using secondary data is that much of the background work needed has
already been carried out, for example: literature reviews, case studies might have been
carried out, published texts and statistics could have been already used elsewhere, media

promotion and personal contacts have also been utilized.

This wealth of background work means that secondary data generally have a preestablished degree of validity and reliability which need not be re-examined by the

researcher who is re-using such data.

Furthermore, secondary data can also be helpful in the research design of subsequent
primary research and can provide a baseline with which the collected primary data results
can be compared to. Therefore, it is always wise to begin any research activity with a
review of the secondary data.

Secondary analysis or re-use of qualitative data

Qualitative data re-use provides a unique opportunity to study the raw materials of the
recent or more distant past to gain insights for both methodological and theoretical

purposes.
In the secondary analysis of qualitative data, good documentation can not be
underestimated as it provides necessary background and much needed context both of
which make re-use a more worthwhile and systematic endeavour.[1] Actually one could go
as far as claim that qualitative secondary data analysis can be understood, not so much
as the analysis of pre-existing data; rather as involving a process of re-contextualising,
and re-constructing, data.

11

Methods of collecting Secondary data:

Published data
Unpublished data

Published Data: in published data following are the sources:

Published thesis
Government reports
International reports
Newspaper and journals
Official publications
By product of Administration
Commissions reports

Unpublished data: in unpublished data following are the sources:

Inquiry committees
Thesis submitted to a university for the award of PhD degree
Unpublished material found with Trade associations, labour organizations and chambers
of commerce.

Research design:
A research Design is a complete scheme or programme of the research. It includes an outline of
what the investigator will do from research problem formulation to final analysis of data.
Treatments:
The different conditions under which Experiment and control groups are put up are usually
referred to as treatments.
Experiments:

12

The process of examining the truth of a statistical hypothesis, relating to some research problem,
is known as an Experiment.
Experimental unit:
A Person or a group of persons or a plot of land etc. on which different treatments are applied are
termed as experimental units.

Variables:
A variable is a property that takes on different values. In other words, a variable is something that
varies. A variable is a symbol to which numerals or values are attached.

Types of variables:
Change Variable or Independent variables: Those variables which are responsible for bringing
about change in a phenomenon or change in the value of another variable.
Outcome Variables or Dependent Variables: These are the effects of a change variable.
Extraneous variables: Variables which affect the link between the cause and effect variables.
Confounding or Intervening Variables: These are those variables which are necessary to
complete the relationship between cause and effect variables.
Control variable: A control variable is an extraneous variable that affects the dependent
variable.
Active Variable: An active variable is a variable that can be manipulated, changed or controlled
in order to study its impact on a phenomenon.
Attribute Variable: An attribute variable is a variable that cannot be manipulated.

13

Categorical Variables/Qualitative Variable: is those variables which can be classified into

mutually exclusive categories.
Constant variable: a variable which can have only one category.
Dichotomous variable: a variable that can have only two categories.
Polytomous variable: a variable that can have more than two categories.
Continuous variable/Quantitative variable: can be measured over a range and reflect a rank
order.

Census method and Sample method:

Census method is that method in which data are collected covering every item of the universe or
population relating to the problem under investigation.
Sample method is that method in which data is collected about the sample on a group of items
taken from the population for examination and conclusions are drawn on their basis.

COMPANY PROFILE

14

The Footwear Industry is a significant chunk of the Leather industry in India. India ranks second
among the footwear producing countries next to China. The industry is labor intensive and is
concentrated in the small and cottage industry sectors. While leather shoes and uppers are
concentrated in large-scale units, the sandals and chappals are produced in the household and
cottage sector. India produces more of gents' footwear while the world's major production is in
ladies footwear..
The industry is on the edge of adopting the modern and state-of-the-art technology to suit the
international requirements and standards. The Indian Footwear Industry is all set for leveraging
its strengths towards maximizing benefits.
Strength of India in the footwear sector originates from its command on reliable supply of
resources in the form of raw hides and skins, quality finished leather, large installed capacities
for production of finished leather & footwear, large human capital with expertise and technology
base, skilled manpower and relatively low cost labor, proven strength to produce footwear for
global brand leaders and acquired technology competence, particularly for mid and high priced

15

footwear segments. India has the competitive advantage over other countries in the form of
materials and skilled manpower.
The footwear industry exists both in the traditional as well as modern sector. While the
traditional sector is spread throughout the country with clusters of concentration catering largely
to the domestic market, the modern sector is largely confined to selected centers like Chennai,
Ambur, Ranipat, Agra, Kanpur and Delhi with most of their production for export.
Assembly line production is organized, and about 90% of the workforces in the mechanized
sector in South India consist of women. In fact, this sector has opened up plenty of employment
opportunities for women who have no previous experience. Presently the key players in Indian
market are Bata, Adidas, Liberty, Action, Relexo, Reebok and NIKE.

INTRODUCTION

16

Liberty Group was the vision of three dreamers who thought of producing an Indian brand of
footwear 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 footwear. 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 ware 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.

HISTORY

17

It was the 25th December of 1954 when India was nurturing its growth as a free country, three
dreamers in a small town in erstwhile Punjab thought of producing an Indian brand of footwear
to make a basic necessity available to their countrymen.
Mr. D P Gupta, Mr. P D Gupta and Mr. R K Bansal allowed their vision to cross every barrier
and brought cutting-edge technologies to their own country. Within a short span of time, the
name, Liberty became a synonym to quality footwear in the domestic market and this
encouraged the company to invest further for enhancing production capacities and to cater to the
demands of international markets.
With 50 years of excellence, today Liberty produces footwear for the entire family and is a
trusted name across the world. In the domestic market it is one of the most admired footwear
brands and holds the largest market share for leather footwear.

Liberty Group of Companies

Liberty Shoes Ltd.

Liberty Whitewares Ltd.

Liberty Retail Revolutions Ltd.

18

Liberty Shoes Limited

The company has a turnover exceeding U.S. $100 million and produces more than 50,000 pairs
of footwear a 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.

Liberty Whitewares limited

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 Retail Revolutions Ltd.

In the elite shopping avenues of fashion capitals "Revolutions" has
begun its walk. The fashion accessory and footwear stores have
begun operations in Chennai, Bangalore, Mumbai, Kolkatta, 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.

19

Liberty Shoes Ltd.

Liberty Shoes Ltd. is the only Indian company that is among the top 5 manufacturers of leather
footwear in the world with a turnover exceeding U.S. $100 million.
It produces more than 50,000 pairs of footwear a day covering virtually every age group and
income category. 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
With 50 years of excellence, today Liberty produces footwear for the entire family and is a
trusted name across the world. In the domestic market it is one of the most admired footwear
brands and holds the largest market share for leather footwear.

Mission & Vision:Mission:Its 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.

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.

Board of Directors

20

Mr. Adesh Gupta, Executive Director / CEO

Mr. Shammi Bansal, Executive Director
Mr. Adarsh Gupta, Executive Director
Mr. Sunil Bansal, Non Executive Director
Mr. S.K. Goel, Independent Non Executive Director
Mr Amitabh Taneja, Independent Non Executive Director
Mr. Prem Garg, Independent Non Executive Director
Mr. S.K.Arya, Independent Non Executive Director
Mr. Siddharth Sanghi, Independent Non Executive Director
Mr. Vivek Bansal, Independent Non Executive Director
Mr. Raghu Dayal, Independent Non Executive Director

Audit Committee
Mr. Sunil Bansal
Mr. Prem Garg
Mr. Raghu Dayal
Mr. Vivek Bansal

Remuneration Committee
Mr. Raghu Dayal
Mr. Prem Garg
Representative of outside consultants

Share Transfer & Share Holders/Investors Grievance Committee Meeting

Mr. Adarsh Gupta
Mr. Prem Garg

21

Social Responsibility
People at Liberty, are ever conscious of the fact that their reputation
stems not just from quality products and technological innovations but
also from the manner in which they discharge their responsibilities
towards its employees, its customers, the society and the environment.
Utmost importance is given to ensuring safe, healthy and nondiscriminatory working conditions for all Liberty employees and ethical
standards and practices are rigorously adhered to. That's why Liberty finds place in the most
favored list of respectable brands like Wal-Mart, Reebok, Nike, etc as an Equal Opportunity
Employer.
In fact for Liberty, 3000 employees are all members of the extended Liberty family. So it's no
surprise that its Humantech Centers have crches which give working mothers the freedom and
peace of mind to pursue their careers.
Liberty also have a special charity fund for providing financial assistance to families who suffer
the tragedy of losing their sole earning member. It's this sense of social commitment that inspired
it to set up the Sanjay Charitable Hospital at Karnal and join the Nation in felicitating the
winners of the Republic Day Bravery Awards with a special gift of free footwear. Ecological
awareness also happens to be uppermost on our minds.

Corporate Philosophy
Steeped in a philosophy that has at its core innovation, technology and advancement, Liberty,
pride itself over and above everything else on its healthy and heart-felt respect for the human
ethos, which projects itself in the expectancy and excitement with which one greets the arrival of
the new combined with a sincere and deep regard for the old, which is appreciative of and adopts
at every stage the unique balance between modernization and tradition.
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 certain traditions.

23

Corporate Goals
Any company if it grows which is the key to survival in the long run should clear and well
defined goals. The goals of liberty shoes limited are given below:

Liberty wants to develop a spirit of cooperation between individuals and group within the
company.

Liberty wants to attain and maintain good relations between its union and management.

Liberty will endeavor to keep highly qualified employees by appropriate training and thus
raise their morale and competence.

Liberty will try to practice management of highest standard of competence and

professionalism.

Liberty will strive to remain or become the technological as well as market leaders in
footwear industry and leather product industry.Liberty wants to be known for the quality
of its products and services.

25

MARKET:Domestic Market:Liberty has a big and burgeoning market that spans a vast and varied spectrum. It includes the
fashion-driven, always in with the latest style, elite at one end and the budget conscious, always
seeking the best value for money, middle class at the other end. The third nodal point in this
market is the institutional buyer from a wide range of industries looking for safety shoes.

Retail-part of domestic market

Liberty Shoes has over the years emerged as the driving force of the retail market in India.
Covering virtually every strata.
There are the neighborhood family footwear stores catering largely to the middle class to be
found in large, medium and small cities across the country.
And rounding it of in style is a high fashion chain in metros across the country that caters to
individual styles and looks, in an ambience that is as magical and exciting as the products lined
up.

Distribution part

Lending muscle to the marketing arm of Liberty Shoes is a distributor network that is
continuously growing. And it gives us a reach as well as a highly visible presence in the far-flung
areas of our vast nation. Contributing greatly to its identity as a household name in footwear in
India.

Institutional sales-part

The changing economic scenario, the upsurge in industrial development and the rise in
construction activities opened up immense possibilities which inspired Liberty to came up with a
world class range of safety shoes.

27

Conforming the euro safety norms (EN-345). These safety shoes have emerged as
standard professional gear for the workers in light and heavy engineering units as well as
for the defense forces.

International Market:Liberty makes footwear that meet demanding standards and requirement across the globe. Names
like ROMIKA, JOSEF SIEBEL, DEICHMANN, RICHTER, JELA, SALAMANDER,
VANLTEN source their high quality footwear from Liberty. And a dedicated team of people
monitors their requirements to ensure the satisfaction levels are kept high.

AWARDS:Amity Corporate Excellence Award

Amity International Business School has accorded a special honor to Liberty Shoes Ltd. for
outshining the competition with their distinct vision, innovation, competitiveness and sustenance.
A two phase selection process was followed to identify the deserving corporate. In the first phase
a study was conducted of various Indian companies across 20 different sectors. The study was
backed by information obtained from secondary sources including Economic Times and Dun &
Bradstreet. Then a panel comprising noted academicians and management students short-listed
200 companies on the basis of key parameters including Existence in India (years), Employee
Strength, Current Gross Revenue (Rs. in crores), Market Capitalization, Net Fixed Assets, Key
Initiatives taken and Discharge of Social Responsibilities among other things. In the final phase a
student poll involving management graduates from various institutions across the country was
conducted where they were asked to vote for the company they admired most on the basis of a
pre-set questionnaire. On the basis of the response received the final nomination list of
companies was prepared. And from among the final nominees Liberty Shoes Ltd. was chosen for
the Amity Corporate Excellence Award. The award was given to the Company at the Schools
Valedictory Function on February 23, 2007.
Liberty shoes won the 2005-2006 Export Awards

29

The council for leather exports has presented the plaque for non leather footwear exports as well
as the brand promotion award for non leather footwear to Liberty Shoes Ltd.

MAJOR BRANDS:

Low cost comfortable slippers

For men, women and kids

Available in different shades and designs

Relaxo is the largest producer of Hawaii slippers in India

Relaxos most exclusive brand for women

Also available for kids

Fashionable and Lite

Targeted towards youth

Shoes, sandals and slippers
Sporty looks and durable
Price range 600- 2950
Targeted towards youth
Shoes, sandals and slippers
Sporty looks and durable
Price range 600- 2950

RETAIL CHAIN:-

Company-owned stores, 'Liberty Retail Shoppe', are more from image building
exercises and helps the dealer/retailer network

31

Company relies more on distributor-retailer network for sales

Besides it sells footwear by means of e-commerce operations- www.shopatliberty.com

PRODUCTS
Liberty Shoes brings the perfect pair for your feet What makes us the most trusted and
preferred brand is that our range includes shoes for people of all ages, preferences, lifestyles and
personalities. From formal shoes for the corporate look to cool and jazzy footwear for casual
outings. From a colorful range of comfortable daily wear shoes to a niche collection of occasion
footwear with bling and style. So if you are a sports freak, a fashion Diva or a classy
entrepreneur! We have a lot in store for you to explore.

1- COOLERS:-

2- FOOTFUN

33

3- FORCE10

4- GLIDERS

5- PREFECT

6- SENORITA

7- WARRIOR

8- WINDSOR

35

9- TIPTOPP

10- FORTUNE

For men:-

Cooler

Windsor

For kids:

Fortune1

Gliders000

Force10

Gliders11

37

Footfun

Force102

Gliders

Perfect33

SAFETY SHOES
Safety shoes are meant to provide protection to the feet under extreme conditions such as to
avoid shocks, abrasion resistance, oil resistance, heat resistance and others.
There may be different types of safety shoes. In this project we are talking about the safety shoes
that are used in industries for the safety of workers working in industries. There are different
types of industries where safety shoes are used. Example:
o
o
o
o
o

Automobile industry
Construction industry
Chemical industry
Cement industry
Pharmaceutical industry etc.

Pro_fd1

proo_fd3

warrior

warrior.33

C.E.O
Mr. Adash
Gupta

C.G.M
Mr. S.S. Lehri

HOD
Mr. Haemant
Mohan
Bussiness &
Development
mgr. Mrs.
Ramandeep
Kaur, Mr. mehta
TM(North)
Mr Gagandeep
Vij

Teritary
Manager

TM(South)
Mr. Amit Gupta

ASM

Executive
Mr. Rohit Kansal

Accounts head
Mr. Amit Goel

TM(East)
Mr. Rajan Taluja

ASM

Executive
Mr. Sudhir
Goyal

Logistics
Mr. Vinod
Bansal

TM(West)
Mr. Amit Goyal

ASM

Executive
Mr. Sumit
Chauhan

ORGANISATION CHART OF INSTITUTION SALES DEPARTMENT

ASM

Executive
Mr. Kanwar
Bhan

SWOT ANALYSIS:
STRENGTH:

Availability of labor
Large raw material base
Continuous focus on Product development and design upgradation
Strong brand name/ image of product
High quality product
Very good distribution network all over india

WEAKNESS:

Less number of organized product manufacturers

Uneconomical size of manufacturing units
Poor supply chain
Competitors with strong promotional activities
Customer are offered better alternatives due to the competition

OPPORTUNITIES:

Abundant scope/ Rising potential in the domestic market

Growing fashion consciousness
Product diversification
Improved efficiency of working capital management.
Exploring of Export Opportunities.
Improvement in cost structure would add to operating margins of the Company.

THREATS:

Entry of multinationals
Ephemeral fashion trends
Increasing inflation is considered a threat which would increase overall input cost, as well

asconversion costs.
Changes in fashion trends and slow down in consumption pattern of the consumers may
adversely affect the turnover of the Company.

MARKETING MIX:Product

Colours black & brown

Design will cover most of the feet

Available in standard sizes

Warranty period of 3-6 months

Price

Rural market is very price sensitive market

The price should be maintained under Rs.250

Due to large scale of production and good distribution system these prices can be easily
targeted

Place

Using its strong supply chain network for supplying sandals

Training and motivating channel members

Avoiding channel conflict

Make them available at all major footwear stores in this areas

Promotion

Posters of Brand ambassador Salman Khan with the sandals to be put at easily visible
areas

TV and Radio commercials

Special promotional events during festivals

Active promotion during school events harvesting season

LITERATURE REVIEW

MADE FOR FUN, FOOTFUNS SPRING SUMMER 2014 COLLECTION

LAUNCHED

Childhood is all about fun, mischief, colour and flight and Liberty offers all of this and more
with FootFun, an exciting range of shoes for todays smart demanding kids. You can dress up
your child as a cool dude, a girly princess, a sporty little master or a tomboy with FootFun, a
range that has the perfect pair of shoes with unmatched soles.
Footfun provides sporty shoes, smart sandals and cute lace ups in vibrant colours and trendy
designs that are light weight and offer great comfort. With the wide variety available, the tiny
tots are sure to be spoilt for choice, said Mr. Anupam Bansal, Liberty Group.
So whether you want to hop on the way to school, run around the playground or want to pick up
a vibrant pair for a special event, make sure that kids have a field day with FootFun: the perfect
range for those growing feet!
The FootFun range is available at select Liberty Showrooms. You can also shop at
www.libertyshoesonline.com. Happy shopping!

GLIDERS SPRING SUMMER 2014 COLLECTION LAUNCHED

At Liberty, we know the significance of striking a balance between style and function of a shoe.
Such a balance showcased in our range of Gliders that has helped it become a trendsetter in the
realm of adventure/ sporty and stylish footwear.
Every step is an adventure when a pair of Libertys Gliders is bought. Each pair of Gliders has a
rugged, lightweight design for ensuring protection to the feet even while they tread unfriendly
terrains. The wearer can select from an expansive variety of Libertys adventure footwear from
Gliders.
You can buy the range at select Liberty Revolutions and Liberty Exclusive Showrooms. You can
also shop at libertyshoesonline.com. Happy shopping!

FORTUNE SIGNATURE COLLECTION

To the men who inspire; to the men who lead; to the men who speak over the everyday common
din, the Fortune Signature Collection from Liberty is a range of formal shoes specially designed
for the people who want to look exclusive and unique. The Signature collection starts at Rs.
4,999 and its pure leather finish complements the fine thoughts that inspire you to lead a lifestyle
of your own.

LIBERTY GROUP SETS NEW BENCHMARK BY CROSSING ONE

CRORE PAIRES OF FOOTWEAR IN THE INDUSTRY

Karnal, 10th March, 14 Dreams turned into reality, when Liberty Group today created an
unparalleled benchmark in the footwear industry by becoming the first brand to have crossed the
One Crore Pairs of footwear figure! This was announced at the fashion show at Karnal where a
Mega Pair of Footwear was unveiled by the top management of the Group amidst much fanfare
and glitterati. The event was specially hosted for distributors and channel partners from across
the country.
Liberty Group has been registering impressive growth Year on Year (YoY) despite having
depressed market conditions and was able to sell about 82 lakh pairs of shoes last year. And
going with this impressive growth trajectory, consumer centric focus and fabulous designs to
woo customers this year, the company will sell about 1.10 lakh pairs of fashionable shoes,
thereby, making a striking 34 % growth. Liberty Group has been catering to wide range of
customers women, men and kids with its wide range of fashionable shoes and has taken
various path breaking customer centric initiatives.
Libertys vast product portfolio address the needs of todays consumers who are fashion
conscious and want to make a style statement in all spheres. This all new collection comprises of
a comprehensive line of classic and fashionable footwear specially designed to meet the style
needs of men, women and kids. The new range is crafted specially keeping in mind the global
contemporary style and fashion.
Speaking on the unveiling of the mega feet, Mr. Shammi Bansal, Director Production remarked,
Our journey for the last 50 years have been challenging rewarding and our brand has come a

long way. Today, it is an acclaimed name in the Indian and global market. Our consumer centric
approach, aggressive marketing initiatives and robust distribution network and youthful look will
further enhance our equity and brand presence.

FOOT TAPPING MUSIC AT LIBERTY EXCLUSIVE SHOWROOMS TO

MAKE SHOPPING A DELIGHTFUL EXPERIENCE

Karnal, 10th March, 14 Dreams turned into reality, when Liberty Group today created an
unparalleled benchmark in the footwear industry by becoming the first brand to have crossed the
One Crore Pairs of footwear figure! This was announced at the fashion show at Karnal where a
Mega Pair of Footwear was unveiled by the top management of the Group amidst much fanfare
and glitterati. The event was specially hosted for distributors and channel partners from across
the country.
Liberty Group has been registering impressive growth Year on Year (YoY) despite having
depressed market conditions and was able to sell about 82 lakh pairs of shoes last year. And
going with this impressive growth trajectory, consumer centric focus and fabulous designs to
woo customers this year, the company will sell about 1.10 lakh pairs of fashionable shoes,
thereby, making a striking 34 % growth. Liberty Group has been catering to wide range of
customers women, men and kids with its wide range of fashionable shoes and has taken
various path breaking customer centric initiatives.
Libertys vast product portfolio address the needs of todays consumers who are fashion
conscious and want to make a style statement in all spheres. This all new collection comprises of
a comprehensive line of classic and fashionable footwear specially designed to meet the style
needs of men, women and kids. The new range is crafted specially keeping in mind the global
contemporary style and fashion.

Speaking on the unveiling of the mega feet, Mr. Shammi Bansal, Director Production remarked,
Our journey for the last 50 years have been challenging rewarding and our brand has come a
long way. Today, it is an acclaimed name in the Indian and global market. Our consumer centric
approach, aggressive marketing initiatives and robust distribution network and youthful look will
further enhance our equity and brand presence.

LIBERTY SHOES OPENS EXCLUSIVE STORE IN SRI LANKA

The globally accepted Liberty Footwear opened its first exclusive store in Colombo, Sri
Lanka. This is in keeping with the brands philosophy of providing a clean, comfortable and
beautiful environment to its customers, for a great shopping experience.
As Liberty has captured the imagination of footwear connoisseurs across borders and we are
expanding our presence internationally and offering fashion with comfort to the Sri Lankan
market. We are also launching 30 multi branded stores which will have Liberty and D. S. I
brands, said Adesh Gupta, CEO, Liberty Shoes Ltd.
D. Samson and Sons Limited is the strategic partner in Sri Lanka.
With an annual turnover exceeding Rs. 500 crores, Liberty Group is the second largest shoe
manufacturing company in India and has been a prominent player for the last 50 years.

LIBERTY SHOES LTD OPENS 37 NEW EXCLUSIVE STORES IN H1 20142015

The Board of Directors of Liberty Shoes Ltd at its meeting held on October 13, 2014, has during
the first half of the financial year 2015 added 37 new exclusive stores in Company Owned &
Company Operated (COCO) and franchisee format under its retail expansion programme. The
Company has further ambitious plans to expand its existing number of stores in future also.
The credit rating of Long Term Bank Facilities of the Company has been upgraded to A (-) by
the Leading Credit Rating Agency during the quarter under consideration.
The Company has paid Dividend @ 15% on Equity Shares Capital of the Company for financial
year ended March 31, 2014 with due approval of the Shareholders in 28th Annual General
Meeting held on September 29, 2014.
The Board also observed the necessity of Independent Director on the Board of the Company
consequent to the resignation of one of Independent Director in compliance with the Listing
Agreements and has initiated the process of filling the said vacancy.
Shares of LIBERTY SHOES LTD. was last trading in BSE at Rs.295.6 as compared to the
previous close of Rs. 315.4. The total number of shares traded during the day was 128324 in over
6160 trades.
The stock hit an intraday high of Rs. 319 and intraday low of 294. The net turnover during the
day was Rs. 38973095.

LIBERTY SHOES PLANES EXPANSION IN SOUTHERN STATES

Haryana-based Footwear company Liberty Shoes Limited (LSL) had mooted plan for
retail expansion in the southern states.
The move is part of companys strategy of opening 100 new shops every financial year. Till
September, the Liberty Shoes-countrys second largest shoes manufacturing company-had open
40 new shops across the country. It had been concentrating on the states were companys
presence is comparatively low. We are now looking for major expansion in the states of Andhra
Pradesh, Karnataka, Tamil Nadu and Kerala, Anupam Bansal, Director (retail) of the LSL, said.
The company would soon be opening a showroom in Kochi city and later two showrooms in
Calicut and Thiruvananthapuram, he added.The LSL had however done an extensive homework
before entering into the business of southern states. A special team was set up that worked on a
focused plan for three years, studying the market in southern states, Bansal said, adding that
based on the report of the team, company would now focus on retail expansion in the southern
states, he added.
Liberty Shoes is carrying out retail expansion in the southern states as a part of its plan of
opening 100 new stores every financial year. Till September, Liberty opened 40 new shops
across the country.
The focus is on states where the company is yet to make strong headway. It aims to open stores
in Andhra Pradesh, Karnataka, Tamil Nadu and Kerala. The company would soon be opening a
showroom in Kochi, followed by two showrooms in Calicut and Thiruvananthapuram.
Liberty plans to achieve a revenue growth of about 20 per cent this fiscal year to around Rs 600
crores on the back of aggressive retail and product expansion. Liberty is also expecting a
turnover of Rs 50 crores from its e-commerce business. The footwear brand also plans to launch
300-500 new styles in its footwear categories.

The brand has worldwide distribution network of 150 distributors, over 500 showrooms and
more than 6000 multi-brand outlets. It has presence in over 25 countries, including major
international fashion destinations like France, Italy and Germany. Coolers, Fortune, Tiptopp,
Force 10, Senorita, Gliders, Footfun, Warriors, prefect and Windsor are the brand names that sell
under Liberty.

LIBERTY SHOES LTD REPORTS 20% INCREASE INPROFIT FOR THE

QUARTER ENDED JUNE 30TH
~ Gross Sales up by 35% ~
New Delhi, July 31, 2013: Liberty Shoes Ltd, Indias leading footwear compny, today
announced its financial results for the first quarter ending June 30, 2013.
The companys Net Profit increased by 20% and stood at Rs 2.59 Crores as compared to
corresponding quarter ended June 30th 2012.The company also witnessed an increase in gross
sales which was up by 35.80 % and stood at Rs 107.74 Crores.
Results
Quarter
Gross

EndedQuarter

Ended

(June 30, 2013)

(June 30, 2012)

Increase %

107.74

79.34

35.80

2.59

2.15

2.15

Sales/Income

(Rs. in Crores )
Net
(Rs. in Crores )

Profit

Announcing the results, Mr. Adesh Gupta, CEO, Liberty Shoes Ltd, said, It has been a
tremendous year for the company in terms of overall growth. We would like to thank our loyal
customers who have shown immense trust in us year after year. We will continue with our efforts
for providing fashionable and comfortable footwear to them. We are confident that the new
product line and expansion in tier 2 cities will help us achieve more in the near future. Our
emphasis has always been on providing quality and fashionable products and we will continue to
invest and innovate and offer the best to our customers.

Liberty Shoes has paced up its strategy of expanding its retail stores and has opened 25 new
stores till now in the year 2013. Liberty has 400 exclusive showrooms and over 6000 multi-brand
outlets across India. These stores are spread across metros, tier 1 and tier 2 cities. The
commitment remains to provide incomparable shopping experience and excellent service to its
valuable customers. Earlier last year, Liberty successfully revamped it supply chain to work on a
low inventory model to reduce costs significantly.
The company introduced various new fashionable collections like Senorita Bling, DIVA,
Force10, Monsoon Collections etc in the last quarter which attracted the customers and lead to
the increase of sales by 30%. Recently, Liberty also focused on school shoes and apart from this
launched a new collection on saftey shoes Fighter which caters to the need of the industrial
workers.
For the upcoming season Liberty is planning to introduce new range of footwear for the fashion
and price conscious customers. At present it produces more than 50,000 pairs of footwear in a
day . The aggressive expansion plans, presence through more & more distributors, showrooms
and outlets are added advantage for the company which manufactures shoes for all age gorups.
To cater to the need of the fashion-driven and quality-seeking customers in overseas market,
Liberty Shoes is also exploring options for setting up overseas Trading/Representative offices. At
present Liberty supplies shoes in more than 25 countries which include major international
fashion destinations like France, Italy and Germany.

LIBERTY LAUNCHED NEW AD COMPAIGN WITH HRITHIK ROSHANOCT 18, 2012

Liberty Shoes has launched a new brand campaign with its brand ambassador Hrithik Roshan.
Titled Fashion is Comfort, Liberty has introduced the new TVC to its audience in the festive
season and on occasion of Navratras.
The new campaign and identity aims to recreate the delightful hues of fashion and comfort
connecting to the brand. Fashion is Comfort is one of the key attributes of the new campaign
a fresh rendition of the brand philosophy associated with Roshan, while making it more
contemporary.
The Page is the creative agency that has created the TVC.
Anupam Bansal said The new campaign emphasises fashion and comfort, the most appealing
characteristics of Liberty Shoes. It rejoices spontaneity, vibrancy and free spiritedness of todays
youth. The campaign is yet another remarkable milestone in our journey of symbolizing shoes
that are young, comfortable and colorful. It is our pleasure to be associated with Hrithik Roshan
for the new advertisement. Hrithiks proximity to perfection, his overall styling, the class, the
sense of dressing, is truly the sign that characterize Liberty Shoes.
Sing it to me. Sing it loud. Let the toe begin to tap on its own. Show me the comfort of the
shoes. Show me the variety. Choose I will. Because Fashion is comfort the new campaign
encapsulates the youthful emotions. Set inside a top end retail store, the film is all fun and
partying. Set to a pacy track, the action begins as the store is shut and the shoes light up to party
with energetic music. Roshan starts the action by beginning to set a drum while mixing track
with youthful lyrics. A range of formal shoes, Fortune and Force 10 are adorned by him in the
campaign.

LIBERTY ROPES INHRITHIK ROSHAN AS THE BRAND AMBASSADOR

Indias leading shoe giant is set to take a leap with a new vibrant makeover
New Delhi: The leading footwear brand of India, Liberty Shoes today announced one of the
most promising debonair youth icons, Hrithik Roshan, as its Brand Ambassador. With the
announcement, Liberty makes a focussed attempt to establish connect with youth by giving the
brand a vibrant and youthful makeover.
Elaborating on the association, Anupam Bansal, Director, Liberty Shoes Ltd. said, Hrithik has
an immense sense of style and connection with the youth that complements Liberty which is
trying to revamp the brand by adding youthful and vibrant feel to it. Hrithik is a complete family
person; he has strong family values and thus he is an apt personification of Libertys ideology.
On his association with Liberty, Hrithik comments, It feels great to be a part of a home grown
brand which has been constantly serving the world-wide audience since more than 50 years.
Besides, the collection is superbly- stylish yet comfortable, just how we all like it. The shooting
experience has been overwhelming so far and I am really enjoying being associated with the
Liberty family.
In sync with the association, Liberty would introduce innovative, comfortable and stylish
products across all brand portfolios. The collection would be available in the market by the end
of the month.
Apart from this, Liberty is aggressively planning to strengthen its Southern markets by opening
up at least 50 stores in South with a total of 100 stores all over India.

LIBERTY BECOMES OFFICIAL FOOWEAR PARTNER OF PANTALOON

FEMINA MISS INDIA
Pantaloon Femina Miss India finalists walked and showcased the brands latest collection.
Liberty, countrys leading and the most trusted footwear brand has announced themselves as the
official footwear partner of the Pantaloons Femina Miss India. Pantaloon Femina Miss India
finalists walked and showcased the brands latest collection.
Mr Anupam Bansal, Executive Director, Liberty said, It is an extremely proud moment to be the
official footwear partner for Pantaloons Femina Miss India for the fourth time. Our latest
collection is a reflection of high style quotient and comfort at the same time. We have introduced
an exclusive Miss India collection which will surely create excitement amongst women across
all age groups. We have focussed on many technological innovations for the season to ensure
comfort and durability across all our brands. We are extremely delighted to launch our new
collection in association with the Pantaloons Femina Miss India contest.
The finalists wore the latest Senorita, Tip Top and the Sports range. They expressed their
excitement for the collection and appreciated the innovative designs and colours available in
latest offering. The collection unveiled also showcased the latest offering from Liberty in the
mens and children range.
Liberty produces more than 60,000 pairs of footwear in a day and the range is amongst the
largest in the industry, covering virtually every age group and income category from the priceconscious to the price-indifferent.
The spring summer in the current season is designed to take the load off the feet. The collection
comes with the technological innovations in sandals that massage the sole of the feet and work
on the pressure points. It creates a feeling of comfort which takes the strain away from walking.

LIBERTY GROUP TARGETS Rs. 1000 CRORESIN THE COMING 3-4

YEARS
Have you thought about the logistical challenge of creating the perfect shoe in terms of fashion,
comfort and performance? Look no further, as Liberty presented the best of footwear fashion at
Liberty Innovation Labs-Version SS15, a business Endeavour to take the footwear industry by
storm. Liberty is growing exponentially today and transforming the large scale unorganized
footwear industry into a more organized sector wherein there is forecasting of fashion trends and
revolutionary technology is used in the footwear for superior comfort and performance.
Demonstrating this phenomenon, Liberty celebrated its legacy and journey with Innovation
Labs, a one-of-a-kind interactive platform where Libertys story was witnessed and experienced
through Libertys senior management. They threw light on how Liberty is fashioning footwear
and its plans to introduce path breaking technologies and shoe trends in the market like Blaze,
Healers, Clic, Super Fuse, Legends etc. in the coming months. Plans were shared through larger
than live AVs, detailing the innovative ranges launched and to-be-launched, the existing scenario
for the footwear major and the roadmap ahead.

LIBERTY SHOES Q2 NETPROFIT UP AT Rs. 2.53 CRORES

LIBERTY SHOES LTD. has reported financial results for the period ended September 30, 2014.
The company has reported net sales of Rs.144.50 crores during the period ended September 30,
2014 as compared to Rs.109.46 crores during the period ended September 30, 2013.
The company has posted net profit of Rs.2.53 crores for the period ended September 30, 2014 as
against Rs.2.02 crores for the period ended September 30, 2013.
The company has reported EPS of Rs.1.49 for the period ended September 30, 2014 as compared
to Rs.1.19 for the period ended September 30, 2013.

The company has reported net sales of Rs.246.48 crores during the 6 months period ended
September 30, 2014 as compared to Rs.222.39 crores during the 6 months period ended
September 30, 2013.
The company has posted net profit of Rs.5.85 crores for the 6 months period ended September
30, 2014 as against Rs.5.31 crores for the 6 months period ended September 30, 2013.
The company has reported EPS of Rs.3.44 for the 6 months period ended September 30, 2014 as
compared to Rs.3.12 for the 6 months period ended September 30, 2013.
Shares of LIBERTY SHOES LTD. was last trading in BSE at Rs.280.55 as compared to the
previous close of Rs. 280.8. The total number of shares traded during the day was 72093 in over
3743 trades.
The stock hit an intraday high of Rs. 288.4 and intraday low of 271.15. The net turnover during
the day was Rs. 20320979.

LIBERTY SHOES Q2 NETUP 25.24 PERCENT AT Rs.2.53 CRORES

Footwear firm Liberty Shoes today reported 25.24 per cent increase in net profit at Rs 2.53 crore
for the second quarter ended September 2014.
The company had reported a net profit of Rs 2.02 crore in the same quarter a year ago.
Net sales in the quarter under review stood at Rs 143.8 crore, up 31.89 per cent as against Rs
109.03 crore in the corresponding quarter last year, the company said in a filing to the BSE.

DATA ANALYSIS AND INTERPRETATION

MARKET SHARE OF LIBERTY

COMPARISION WITH COMPETITORS

Competitors analysis

Liberty competes with various local brands like BATA, Action, Relaxo, Lakhani etc.
Bata being a major competitor in term of market share due to high reliance on

outsourcing work to outsider and high asset turnover ratio.

Liberty is meeting the competition by capacity increase (which is leading to high asset

turnover ratio) and focused to urban market.

It is largest producer in north India.
6% 1%
9%
24%
15% 45%

INDIAN FOOTWEAR INDUSTRY:

Liberty is the largest footwear producer in world.

Relaxo

Bata

Mirza intl

Liberty

Bhartiya

Sreeleather

Indian footwear retail is mainly an unorganized market with around 60% market share.

At present, Men's contribute around 60% of footwear market against Women's share of
30%

More than 4000 manufacturing units in footwear(most of them are small scale-55%)

The non-metro market accounts for nearly 55% of the overall footwear industry.

Segmentat
ion

Targeting

Positioning

SEGMENTATION:The entire market can be segmented on the basis of Age, Gender and Price

Age group (21 to 45 years)

Location (Tier 1 and Tier 2 cities)

Income levels (middle and upper class)

Occupation (working women and housewives)

o Professional women shoes for workplace and leisure

o Housewives - fashionable but more casual shoes

Age

Gender

Price

Kids

Male

Low(<300)

Youth

Female

Medium(300-2000)

Adults

High(>2000)

TARGETING:

Liberty has already targeted the urban segment with its Prefect brand of sandals

70% of the Indians live in rural areas

The target customers are poor and middle class people living in rural areas

There is very high brand loyalty in rural areas

Target women who buy unbranded footwear from street shops

POSITIONING:

Liberty Footwear tries to cater to the demand of all the consumer bases and hence it has
tried to position in all the segments through various brands

It positions its brand prefect as a value for money product

Also its windsor range go footwear is perceived as a high quality, durable and value for
money product

Flite and Elena are considered to be fashionable, light and comfortable by the Women
customers

Every womans choice

A shoe for every occasion

DIFFERENCIATION:Liberty footwear has the following differentiating advantage over the competition:

Liberty consistently lives by and upheld its quality and customer satisfaction

Produced state of the art footwear at very low cost price

Caters to the demand of the middle income groups without compromising on quality

FINDINGS

LIBERTY is presence in all over India.

LIBERTY is giving huge competition to others brands.

The scope of LIBERTY will grow in near future.
Users have a positive perception towards the qualities of the brands.
LIBERTY has well adjusted itself to the Indian custom.
The strategies adopted by the company is very good.

CONCLUSION

LIBERTY carries good branding image in india. Their promotional strategy is more clear &
different from the other shoes Company. To enhance the market share &reaching the market
leader company should develop their promotional strategy. And if the company becomes able to
make a good impression into the mind of customer then easily go to top level of the completion
market. The quality of product must be ensured and promotional policy must be modifying day
by day. If company can develop its customer relation management polices then it can easily
extend its market and target sales.

SUGGESTIONS

LIBERTY should come up with new prices in their products.

LIBERTY needs to report its goals and strategy
LIBERTY has a very passive strategy it needs to acknowledge challenges and be more

aggressive in tackling them.

Try to make well performance in marketing practices.
I would like to see really clear goals and targets going forward, especially for access and

R&D.
LIBERTY should work on H.R. strategies.

LIMITATIONS

It is not possible for any study to make it accurate due to problems in collection and

computation of data.
There is no detail information provided, because it is a private company and the Matters

are purely confidential.

The major limitation is that the duration allocated for the study is very short.

FUTURE SCOPE

o Identifies crucial company information about Liberty Footwears Limited. along

with major products and services for business intelligence requirements.
o
Provides key ratios on companys financial performance.
o
Identifies key employees to assist with key business decisions.
o
Provides annual and interim financial ratios.

BIBLIOGRAPHY

www.liberty.in
www.libertyshoes.com
www.wikipedia.com