MINOR PROJECT REPORT

On

BRAND PREFEENCE OF ACTION SHOES

WITH SPECIAL REFERENCE TO AREA OF THE PROJECT AND REPORT

Prepared by

HIMANSHU MALHOTRA

B.B.A (GEN), IIIrd Semester

Enrolment No: 04424001709

DATE:

Faculty Guide

Mrs. Nidhi Sharma

Guru Gobind Singh Indraprastha University

Trinity Institute of Professional Studies

ACKNOWLEDGEMENT

With an overwhelming sense of gratitude, I acknowledge the valuable guidance

and consistent encouragement extended to me by our knowledgeable faculty

members with, whose guidance, I am able to accomplish this endeavour. Their

technical acumen and years of experience have provided me with crucial inputs at

a critical stage.

I am especially thankful and grateful to my project guide Mrs. Nidhi Sharma.

Who motivated and helped me in completing my project.

STUDENT

HIMANSHU MALHOTRA

Guru Gobind Singh Indraprastha University

Certificate of Authenticity

This is to certify that HIMANSHU MALHOTRA student of Trinity Institute of

Professional Studies has worked under my supervision and guidance on

“MARKETING STRATEGIES OF ACTION SHOES INDIA LTD”. He was in constant

touch with me and the matter embodied in this report is original and authentic and

same recommended for evaluation.

I wish him all the best for his entire future Endeavour.

Mrs. Nidhi Sharma

(Lecturer)

CERTIFICATE OF COMPLETION

TABLE OF CONTENTS

Chapter No. Chapter Name Pages

From---To

Signature

CERTIFIACTE

ACKNOWLEDGEMNT

AND PREFACE

1. INTRODUCTION

1.1 Company Profile

1.2 Introduction

1.3. Objective

1.3.1. Objective of the company

1.4. Scope of making this project

2. RESEARCH METHODOLOGY

2.1 Sample Size

2.2 Sample location

2.3 Research Type

2.4 Data Types

3. Finding and conclusions

4. Recommendations

Limitations

5. Bibliography

COMPANY PROFILE

We bring to you an opportunity to design and tailor your shoes to your taste and need.

For more than thirty years action has been manufacturing top quality footwear and its components for

the domestic and exports markets.

Having pioneered the development of footwear range from casuals to formals, from daily wear to

sportswear and from elegant collection for ladies to fun range for kids. Action now operates specialized

technology and research driven ‘CORPORATE SALES ‘divisions which caters to the variant needs of

institutional segments.

Corporate division of action shoes manufactures a full range of shoes i.e. (Safety Boots) with steel toe

and fibre toe-cap for industrial workers, comfort, sturdy and Heat/Cold resistance shoes for military,

Navy and Police, oil resistance and anti skid shoes for working in professional Kitchens and water

resistant and anti fungal shoes for Miners.

It is the policy of our corporate division to listen to your needs and specifications assess the

communication point at both the ends, develop and deliver high quality products and services meeting

the customer requirement form time to time.

We have our R&D department with well qualified professional in diverse streams who constantly

research and development new products. Our long experience, services and quality are evident in

every product we create to perfection.

We are able to manufacture products per client’s specifications with the shortest Lead Time and the

Highest Quality.

Our clients includes: Asian paints, Asahi Indian Glass, Jet airways, Hindalco Industries, Maruti Udyog

ltd, Indian Army , Indian Air force, Delhi University, Park Royal, Parle Biscuits, Le –Meridian, Hyatt

Regency and many more.

INTRODUCTION

About the company

The Action group is one of the India's leading business conglomerates. The group commenced its

operations as a source of footwear and its components in domestic and export markets, gradually

moving its core competence into other diversified fields such as: (API) Chemicals and Plasticizers,

(MICROTEK) Computer Monitors and Peripherals, Power Back Up/Inverters, (OKAYA) Batteries, (SUN

CITY) Housing Projects and (SRI BALAJI ACTION MEDICAL INSTITUTE) Health Care.

There are different individual companies under a common umbrella, each dedicated to a specific line

of product manufacturing, procuring or other particular business activities.

Today the group strategy is to be competitive and to be a leader in the quality of goods and services

provided.

About company’s workings

With over three decades of experience in footwear industry, Action is synonymous with quality shoes

for the whole family-ranging from casuals to formals; from daily wear to sportswear and from an

elegant collection for ladies to a fun range for kids.

True to its name Action is always on the move to scale newer heights in footwear designing and

manufacturing. Intensive R& D efforts and the latest technology go into the making of Action

footwear. We have in house manufacturing facilities, including modern equipments and machineries

specially procured from different countries to manufacture footwear at par with international class

and quality.

Each Action shoe is the product of a relentless quest for quality, high level of workmanship and a true

commitment to customer satisfaction. At Action we strive to listen to the customers in their local

markets and identify their footwear needs and then provide products that exceed the customer's

expectations in terms of quality, style and value.

Hardly surprising, Action has carved a special niche in the Indian footwear market and in the hearts

of millions of its consumers throughout the country.

OBJECTIVE OF THE COMPANY

VISION

To nurture a financially strong, growth oriented group through leadership and innovation and to widen future options by entering newly emerging industries where the potential seems enormous.

We as a group shall continue to seek opportunities where we can leverage our resources and skills.

MISSIONAt Action group our mission is to work together, respecting each other, our skills and knowledge to:-

o Build higher quality of products and services.o Continually strive to enhance customer satisfaction.

o Improve customer retention and loyalty.o Gain a competitive advantage and larger market shareo Elimination of scrap, waste, defects and errors.o To create a great place to work.o Be welcomed in the communities in which we operate.

VALUESHow we accomplish our mission is as important as the mission itself. Fundamental to the success for the company are these basic values.

o Teamworko Learning and Innovationo Energy and Passiono Employee involvement in process improvement.o Integrity and accountability.

SCOPE OF MAKING THIS PROJECT

1. To determine brand preference of Action shoes over other Brands.

2. Reasons behind brand preference.

3. Brand satisfaction.

4. To find the factor affecting brand preference.

5. To determine the changes consumer seeking forward from Action shoes.

6. Decisions made regarding purchase of action shoes. .

RESEARCH METHODOLOGY

.SAMPLE SIZE - Interview 100 persons and collected data through

questionnaire.

SAMPLE LOCATION – Delhi and NCR.

RESEARCH TYPE: EXPLORATIVE AND DESCRIPTIVE

DATA COLLECTION —

Data sources: There are two types of data. They are:

Primary Data : Those which are collected by the interface with the people and thus

happen to be the original in character. These are through interviews and

questionnaires filled by them.

Secondary Data : Those which have been collected by someone else and which

have been already been passed through the statistical process and thus are

available on internet sites any other media for that matter.

Both kinds of data are used in making this project a success.

LIMITATIONS OF THE STUDY

Compare the Market potential of New Delhi: the sample size of 100 — target audience is

relatively small. This doesn’t represent the true universe.

A population census couldn’t be done which perhaps gives approx. Zero “ deviations errors”

from the actual.

Most of the targeted audience was not aware about various brand names.

Some targeted audience was not friendly and some didn’t have adequate knowledge about the

products so offered.

HISTORY

Action group endorses the principles of social responsibility and recognizes our responsibility to

the environment and the community in which we operate.

These principles are central to the values of Action group and guide our business activities. At Action

group we constantly strive to be the best and responsible corporate citizen and extend support to

various social organizations.

We are able to reach out to a diverse range of families and communities, and we do it in many

different ways.

The Action group runs "Lala Muni Lal Mange Charitable Trust" since 1977. Today it is

engaged in various kinds of charitable activities. It is running an 80 - bedded hospital at Hissar

(Haryana). This hospital has been working since 1979. It also started a day care OPD in 1984 at

Daya Basti, Delhi.

To cater to the needs of pilgrims at Vrindavan, the trust built an Ashram in 1994. This Ashram

has large accommodation and a beautiful temple. This Ashram is a boon for the widows living in

different parts of Vrindavan. Over 700 widows gather in this Ashram daily. They participate in

the Bhajan organized by the Ashram daily and get the ration and other required goods of their

daily use. Many a times Lala Mange Ram, who is the chairperson of this trust himself joins this

Bhajan Samaroh and gives them moral support.

Now Lala Mange Ram has opened Sri Balaji Action Medical Institute in Delhi. Spread over

6 acres of land and 400 bedded hospital (out of which 100 beds are ICU beds), mission of this

trust is to set up an institute for providing world-class integrated healthcare facilities to all

sections of the society with a humanitarian touch.

MARKETING PHILOSOPHY

The Action marketing philosophy emphasizes catering to the masses, consistently meeting the need and aspirations of every evolving generation. Action is committed to producing the high quality shoes to suit every walk of life.

Based on our cultivated understanding of the Indian consumer psyche, most Action offerings are in the mid - range price segments.

However, Action also manufactures variety of premium products for those who refuse to compromise, who seek and strive beyond ordinary.

MARKET POSITIONINGAction has consistently used "COMPLETE FAMILY FOOTWEAR" positioning and continues to use it.

The company virtually makes shoes for the entire family- more precisely-for everyone- for all occasions.

DISTRIBUTION NETWORK

To complement our philosophy of catering to every walk of life, our powerful distribution network is mushroomed far and wide.

Action has established a wide marketing network for distributing its products in India.The extensive distribution network, built over the years, is a major strength for Action products. Action products are available to consumers, even in the most remote places and in the smallest of villages with a very meagre population.

The distribution network comprising of DISTRIBUTORS, WHOLESALERS, RETAILERS AND EBO's throughout the country, ensures that the customer wherever located is served efficiently.

We have a network of more than 50,000 retail outlets all over India to sell our footwear, which is being sold through more than 500 distributors appointed by the company.

At Action group we constantly strive to create, maintain, protect and enhance the brands. Our challenge is to develop a

deep set of positive associations for the brand. Our objective is not only to have a fairly high degree of.........

BRAND AWARENESS, but to move

to

ACCEPTABILITY

PREFERENCE

Finally, BRAND LOYALTY

In order to achieve all these stages and to achieve higher attention & recall, Action group often uses celebrities as

spokespeople or endorsers.

Our brand have been associated with the world known celebrities like KAPIL DEV, SACHIN TENDULKAR and so on is the

list of different celebrities of different fields including Indian Cinema like AJAY JADEJA, AMRISH PURI, APOORVA

AGNIHOTRI, AMAN TALWAR, RENUKA, PALLAVI JOSHI etc.

The building blocks of the corporate resource allocation strategies:

Action group is committed to growth. To ensure that the growth is maintained along with a competitive

edge, Action group has moved vertically as well.

Action group implemented a backward integration strategy by entering into chemicals and plasticizers

business.

CHEMICAL AND PLASTISIZERS:

We have our plant located at Daman for the manufacturing of PVC compound, DOP, DBP, DOA, and

DIDP etc. under the brand name API providing employment opportunities in backward areas of India.

This ensures the availability and quality of supplies and helps to control the cost and improve overall

profits as well.

The group has also implemented forward integration strategy by opening ACTION EXCLUSIVE

STORES all over India with the ultimate objective to realize additional profit

potential.

Conglomerate Diversification

Action is not only a leading brand in footwear, but also group has made investments in various

streams un-related to the existing line of business.

MICROTEK (COMPUTER PERIPHERALS & POWER BACK UP)

Year 1986, Action in a joint venture entered into an altogether different industry. Brand MICROTEK was

launched in the Indian market.

Computer monitors (colored/mono), speakers, keyboards, mouse, motherboard, UPS, cases, spikes,

suppressor etc. are manufactured under this brand name.

Later on the company extends its product line and goes into the making of INVERTERS and makes it

presence in the power back up segment also.

Five manufacturing plants, more than 20 branch offices, 250 distributors and over 2500 strong dealers

besides its own showrooms, MICROTEK is the country’s largest computer peripheral and inverter

manufacturer.

Microtek manufacturing facilities have been awarded ISO 9002 certification. The entire customer

support activity is also ISO 9002 certified.

OKAYA (AUTOMOTIVE AND INDUSTRIAL BATTERIES)

Arrow International” has been promoted by multi crore ‘Microtek’ to give to the Indian consumers

OKAYA world class Japanese Technology batteries.

Batteries for all kind of cars, automobiles, heavy-duty trucks, motorcycles, telecommunication systems,

electric utilities etc are produced under the Brand name OKAYA.

The Co. enjoys UL CERTIFICATION, the ISO 9001:2000 by UNDERWRITERS LABORATORIES INC.

USA.

The company caters to both replacement market and original equipment customers.

SUN CITY (HOUSING AND COMMERCIAL PROJECTS)

Another joint venture is in the REAL ESTATES under the name SUN CITY PROJECTS which is being

promoted by three distinguished groups ACTION, ESSEL (Zee Networks) and ODEON builders.

Sun City Projects emerged with a mission to provide ‘International Quality Housing, Leisure and

Entertainment’ at affordable prices. Outcome was an integrated township spread over 150 acres of

land.

Sun City is also coming up with ‘North Square Mall’ (North Delhi) and ‘Cross River Mall’ (The biggest in

East Delhi) with a new vision but the same mission

“Affordable International Standard Retail Spaces”.

SRI BALAJI ACTION MEDICAL INSTITUTE (HEALTH CARE)

Action group has also stepped into the HEALTH CARE sector and has recently opened Action Medical

Institute in Delhi.

Spread over 6 acres of landscaped sprawling grounds with 3 lacks square feet of centrally air -

conditioned built up area, mission of the group is to set up an institute for providing - world class

integrated health care facilities to all sections of the society with a humanitarian touch, whilst

maintaining high standard of ethical practice and professional competency with emphasis on training

and education leading to research.

With a centre of excellence in Cardiology, Paediatric, Gynaecology, Nephrology, Gastroenterology and

Orthopaedics, the Institute with over 25 medical specialties and 400 beds will serve as a referral

hospital for Delhi and adjoining areas.

The brand ' ACTION ' has been able to maintain its aura of exclusivity and distinction since its first pair of non-formal

sporty shoes hit the stores. It continues to be the most preferred brand in India.

With the growing popularity, proliferation comes along. The company has elaborated the brand concept by launching a

variety of sub-brands and shoes to suit different occasions. The new products were coined with attractive catchword, thus

helping the customers finding the right shoes.

Our range of brands cater to every need in shoe world

Campus symbolises the carefree attitude of youth. with campus lightweight casual shoes and sandals for young people and kid's freedom is in the air.

A combination of soft synthetic leather/Nubuck and breathable mesh with padded tongue and soft plus collar lining shoes are manufactured through the latest world class stuck-on process using EVA and Phylon soles which provides cushion and shock absorption.

The perfect combination of style and comfort gives you a retro feel.

The shoes comes in the size and prize range of 8-13 (Rs. 399-499), 3-5 (Rs. 599), 6-10 (from Rs. 599-1399). The sandals comes in the size and prize range of 3-5 (Rs. 399-429), 6-10 (Rs. 468-499).

Action's Chanchal brand epitomizes simplicity, a range of winter foot wear for ladies. Ideal for daily wear, Chanchal is comfortable and durable.

Soft textile fabric upper and soft lining hugs your feet, giving the warmth and cosy feel.

The soft PVC sole give extra protection to your heels and are long-lasting, making it ideal daily footwear.

It comes in a variety of designs and floral colours that adds to a woman's femininity.

It comes in the size and prize range of 11-2, 3-8 (Rs. 137-173)

Introducing the EVA FLOTTER range of footwear for the quality conscious Indian. The EVA slippers are made of Ethyl Vinyl Acetate whose property enable us to give much lighter products.

The EVA products are much comfortable than the other similar products because of its fine and uniform cell structure which gives excellent flexibility and comfort ability.

The EVA products are wash friendly and heat resistant, so they are more suitable for summers.

The EVA products are available in different colors, which give good aesthetic appeal.

The product is priced between Rs. 99 to Rs.125 and serves the day-to-day purpose of both men and woman.

Presenting the Florina range of sandals and sleepers for the lady of substance in a divine combination of design, quality and comfort.The Florina range comes in aesthetically exhilarating designs that glorify the style that marks the woman of today.

Florina comes in classic styles with a complete range of casuals, stylish and party wear.

Florina range of footwear comes lined with soft Lycra material for extra comfort and soft P.U latex cushioned sole for extra cushioning.

Walk on in the Florina range of featherweight footwear for an experience as comforting and delightful as walking on a bed of roses.

It comes in the size group of 36-41 and has been priced in the range of Rs.250 to Rs.450.

Fly float is a range of trendy and economical sandals and slippers for leisure use for both men and women.

Home, picnic or shopping, Fly float light weight, is ideal for all kinds of leisurely occasions.

The imported synthetic leather upper gives it a classy look and the inside of the upper sole is made up of suede, funky mesh and P.U. latex, giving it extra comfort. This high quality range comes in Velcro fitting to suit every foot. The sole with micro expanded granules with air technology, gives maximum comfort to your feet and more mileage.

It comes in size and prize range of 2-5, 6-11 (Rs. 299-383)

School time has a complete range of school uniform shoes in black, brown as well as white colors.

It is available in various ranges with Velcro closure, laces and removable straps for both boys and girls.

Soft full grain leather looks synthetic upper and soft lining enhanced comfort feature for growing feet. the PVC sole gives extra gripping and durability.

With an affordable prize ranging from Rs 140 to Rs. 248, it is no doubt the most loved choice of students as well as parents.

It comes in the size and prize range of 7-10 (Rs. 149), 11-1(Rs. 182), 2-4 (Rs 206), 5-6 (Rs. 231), 6-11 big (Rs. 248).

Hooha is a collection of trendy shoes and sandals for children, who want to dare the world.

The innovative ranges of Hooha uses a lot of colours and cartoons, complements to a child's growing.

The synthetic upper gives it a sporty look and the inner soft lining makes it ideal for a growing delicate feet. The use of micro-expanded granules absorbs shock and are anti-skid.

Attractive lights attached at the soles, make your child jump out of the bunch of little trouble makers.

Hooha shoes and sandals comes in the size and prize range of 7-10, 11-1 (Rs. 199-224)

Action's Eazy line is a range of comfortable routine and household footwear for both ladies and gents.

Bring style home with Action's Eazy line ranges. The synthetic fabric upper make it in vogue, trendy and comfortable. PVC materials use in the shoes makes it highly durable and wash resistant.

The Eva guard sole makes it slip resistant making it the most sought after home footwear.

It comes in the size range of 11-1, 2-5 for kids, 4-8 for ladies, 6-11 for gents.

Health plus is our top of the line product manufactured with a careful quality concept, taking into consideration the Anatomic Structure of the feet.

Our feet are the main center of our nervous and circulation system, which summarize the whole body organs in itself. The whole day work cause strain on ridge/ankles and pain in our feet. Health plus brings relief to all these problems due to special levels/stages provided by Anatomic sole support.

Anatomic base with technically designed 5 pressure points help your feet for natural movement and walk with full joy and confidence. Health plus is excellent to use at all occasions and places like home/picnic/shopping etc.

It comes in the size group of 36-41 for ladies and 6-11 for gents and has been priced in the range of Rs.700- Rs.1700.

"Digital approach to your life"Dot Com is our top of the line product, tailored to represent your image of maturity and brilliance before the society.

An ultimate achievement by the house of Action in comfort, style and quality in footwear technology Dot Com formal and semi - formal shoes, sandals & sleepers have become a precious element, without which final grooming of a complete gentle man is next to impossible.It comes in the size group of 6-10 and has been priced in the range of Rs.700 to Rs.1300.

With Action's Roaming youth wear range, become a trend-setter and

make waves. Have your pick today from its complete range of fashionable quality slippers, sandals and sports shoes, in the most economical price.

The light upper is made of PU, tetron and breathable mesh for extra comfort.

The PVC sole gives extra grip adding mileage to your dynamic life.

Mileage, trendy, comfortable as well as its breath taking economical price, makes Roaming the most sought after brand by young people.

Its comes in size and prize range of 6-10, 11-1, 2-5 (Rs. 199-399) for kids, 11-13, 1-5 (Rs. 347-462) for children and 6-10 (Rs. 487-699) for gents.

Mausam is the brand for men's footwear of all ages, ranging from trendy sandals, slippers and moccasins to sports shoes.

From colorful activity filled shoes for kids to jazzy and fashionable shoes for young and vibrant people to stylish and comfortable wear for the aged, Mausam has it all.

The synthetic and textile fabric upper gives a slick finish as well as freedom to your feet. the flexible PU soles and padded ankles provide that extra bit of cushioning and bounce to the walk. The PVC soles adds to its live.

It comes in the size and prize range of 5-10, 11-1 (Rs. 149-198) for kids, 6-10 (Rs. 748-850) sports, 3-5, 6-10 (Rs. 248-475) sleepers and sandals, 6-10 (Rs. 388-513) moccasins and laces.

Action's Micro is a range of sleepers, sandals, shoes and moccasins made for all seasons. this highly economical footwear for both men and women is the most used range among all strata of society.

With ultra-flexible PVC upper and sole this range promises comfort and durability of the highest order and it's perfect for use in high density rainfall areas, making it highly durable.

Its USP is that it is light weight and yet tough enough for rough treatment.

It comes in the size and prize range of 1-2, 3-4, 5-6, 7-9, 10-11 (Rs. 78-139) for gents and 3-4, 4-8, 5-7 (Rs. 68-94) for ladies.

FINDING AND CONCLUSIONS

BRAND POSITIONING OF CAMPUS SHOES IN DELHI MARKET

As per survey conducted on brand positioning of Campus shoes in Delhi market reveals the following Facts provided by 100 people –

1. The most preferred brand in Delhi market is Woodland (28%) followed by Campus (18%), Adidas (18%), and Nike (16%) and others (20%) {Bata, Reebok, Liberty etc.}.

Sales

WoodlandCampusAddidasNikeOthers

2. Among varied reasons people go for the brand which provide maximum satisfaction (36%), recognition (30%), and value for money (24%) and praise form friends (10%).

Levels

Maximum satisfactionRecognitionValue for moneyPraise from friends

3. YES, maximum numbers of peoples are satisfied with the brand they are using.

4 .While purchasing a particular brand people are influenced by self-experience (42%) , friends (32%), occupation (12%), occasions (10%) and neighbors (4%).

Infuluence

Self ExpeienceFriendsOccupationOccasionsNeighbors

5. The survey shows that people come to know of latest trends through Television (38%), Window Shopping (30%), followed by Advertisements (18%), Films (8%) and Friends (6%).

People Come To Know Through

TelevisionWindows ShoppingAdvetisementFilmsFriends

6. The Film stars (34%) sets the trend in shoes today, accompanied by Sports star (28%), Fashion models (20%), Business celebrities (8%) and others (10%).

7. When enquired, 58% of customers interviewed, disagreed to have worn the shoes, while 42% agreed to the same.

Wearing Shoes

YesNo

Trendsetters

Film StarsSports StarFashions modelsBusiness celebritiesOthers

8. Among the reasons for the low popularization of the product the following are accountable- Lack

Of Advertisement, not stylish and Low product range.

9. As far as the factor of price is concerned it does not casts any effect, since the customers are

Ignorant to the price level.

10. Most customers have viewed the advertisement but very few among them have responded.

11. The suggestions given indicate that design and commercial activities proved to be a major

hindrance in the popularity of the product.

12. Woodland tops the chart with a total percentage of 32%, followed by Adidas with 30% and Nike (16%), Reebok (10%), campus (8%) and others (4%).

Brands

WoodlandAdidasNikeReebokCampusOthers

QUESTIONNAIRE

1. What kind of shoes you are using presently?

Campus

Nike

Woodland

Adidas

Others (please specify) ___________

2. What does your brand give you?

Recognition

Satisfaction

Value for money

Praise from Friends

3. Are you satisfy with the brand you are using presently?

Yes

No

If not then you go for

First choice________

Second choice________

Third choice__________

4. What influences you to buy your preferred brand?

Friends

Neighbors

Self Experience

Occasions

Occupation

Others (please specify) ___________

5. Where do you come to know of latest trends?

Television

Films

Friends

Advertisements

By shopping/Window shopping

6. Who do you think sets trend in shoes today?

Film stars

Fashion Models

Sports star

Business celebrities

Any other

7. Have you ever buy “Campus shoes”?

(If your answer is no, tick Question 9 otherwise 10)

Yes

No

8. Why not “Campus shoes”?

Lack of advertisement

High price range

Low product range

Not stylish

Weight and color

Any other reason... (Please specify)_________

9. What price range do you go usually?

Less than 1000

1000-1500

1500-2000

Range doesn’t matter

10. Have you ever seen any kind of advertisement of “Campus shoes”?

Yes

No

If yes is it has any impact on you?

Yes

No

11. What kind of changes you would like to suggest for “campus shoes”?

More product range

Low price range

Design/Style

Change in Promotional activities

Must be more comfortable

Any other (please specify)_________

12. Most preferred brand among people you know?

Campus

Nike

Woodland

Adidas

Reebok

Others (please specify) ___________

BIBLIOGRAPHY

ON-LINE WEBSITE:

WWW.GOOGLE.CO.IN

WWW.ACTIONSHOES.COM

WWW.WIKIPEDIA.COM

NEWSPAPERS:

Times of India (29 Oct 2007 - 15 Nov 2007) BOOKS:

MARKETING MANAGEMENT

By Dr. R.L. Varshney and Dr. S.L. GuptaThird Revised EditionSultan Chand & Sons.

MARKETING MANAGEMENT

By Philip Kotlar2002 EditionPearsons India

QUESTIONNAIRE

BRAND ARCHITECTURE

MARKETING STRENGTH

BRAND ENDOSERS

With our Fun time range for children, it is time for making merry. Fun

time’s trendy and animated collection is for your fun-loving kids

between age ranges 4 to 9.

The electrifying coloured shoes have designs in lace-up and Velcro

adjustable straps with embroidered detailing for a perfect fitting.

Padded tongue and collar, fully lined in soft synthetic fabric, cushioned

comfortable insole, with durable PVC sole keep your children going all

day long.

The soft inner lining makes growing delicate feet breath.

It comes in the size and prize range of 5-10 (RS. 149-162).

Flotter is a new class of super comfort, stylish, lightweight and

cushioned sandals and slippers manufactured by Action. These are

made from Synthetic uppers and PVC sole for giving you an

unforgettable comfort and durability.

A special air cushion has been provided in the insole so that you can

walk more.

Available in both ladies and gents, Flotter hydro walk is available in

different colors and styles.

It comes in the size group of 6-11 and has been priced in the

range of Rs.125 to Rs.450.

GENERIC GROWTH STRATEGIES

SOCIAL RESPONSIBILITY

Action group endorses the principles of social responsibility and

recognizes our responsibility to the environment and the community in

which we operate.

These principles are central to the values of Action group and guide our

business activities. At Action group we constantly strive to be the best and

responsible corporate citizen and extends support to various social

organizations.

We are able to reach out to a diverse range of families and communities,

and we do it in many different ways.

To cater to the needs of pilgrims at Vrindavan, the trust built an Ashram in

1994. This Ashram has large accommodation and a beautiful temple. This

Ashram is a boon for the widows living in different parts of Vrindavan.

Over 700 widows gather in this Ashram daily. They participate in the

Bhajan organized by the Ashram daily and get the ration and other

required goods of their daily use. Many a times Lala Mange Ram, who is

the chairperson of this trust himself joins this Bhajan Samaroh and gives

them moral support.