Term paper

Of
Marketing management
Name of company and product-– liberty
bags.
SUBMITTED T0:
Mr.manish rajput
Submitted by –
Akanksha srivastava
 ACKNOWLEDGEMENT
This report bears the imprint of many people and without their
support would not have existed.
First of all we would like to express our sincere indebtness and
profound sense of gratitude to our parents without their support in all
our endeavors we would not have been able to give this project its
present shape.
We acknowledge our deepest thank to Mr.Manish Rajput, for all his
guidance and encouragement which leads us all through this project.
Suggestions at all point of time are invaluable for us.
We would like to put on record our sincere gratitude to all our friends
for giving us valuable ideas throughout our project.

THANK YOU
(AKANKSHA SRIVASTAVA)

Introduction
• LIBERTY Company established in the year 1954 by
Mr.D.p gupta, Mr.P.D gupta and Mr.R.k bansal.
• Liberty is leading a leading leather shoes brand and it
engaged is the manufacturing supplying and exporting of
the same.
• It is the only Indian leather shoes brand occupies 5th
ranking among the top shoes manufacturing company in
the world. But now it plans to introduce the various types
bags in the market for this sake it arranges the fund from
various financing activities and various operation in the
organization.
• For this company have lot funds for introducing
• The bags in the market to all the segment in the market
like student bags, tourists bags, laptop bags, domestic bags
etc.

Company profile:-

Liberty group started operation in 1954 and today

comprises five firms
 Liberty footwear company
 Liberty enterprise
 Liberty leathers
  Liberty group marketing division
 Liberty shoes limited.

The group has annual turnover of Rs 500 crores

approx. liberty has its own studio for design and
development of footwear .it manufactures footwear
both for export and domestic markets. The company
has carved a name for itself in the international
market and is India’s largest exporter of footwear to
Germany.
Liberty shoes limited the public company of the
group started commercial production in 1993 and is
the countries leading footwear manufactures today.
The company has state of the art production facilities
at libertypuram to manufacturer high quality
footwear and its contribution in liberty group’s total
sale is over 30% and it’s rising steadily.

And it launches new brand in bags for convenience of

the people’s the company name is liberty bags India
ltd.

Mission:
 The aim is to be the top BAGS Company in the
market. This does not just mean being the largest or
the most productive company in the market.
 To set quality standards as benchmarks to be
overachieved every time.
 To not deviate from path of orientation.
 To constantly be open to change in world of
technology and ideologies.

Marketing objectives:-
The marketing objectives of Liberty bags are to increase
company’s bag awareness among the target audience by 40
percent in a year. The co. is already a largest brand in shoes
making but our objective is to that co. Will also have a large
brand in bags manufacturing.
To accomplish these objectives the co.’s aim to provide best
quality bags to its customers by using best quality material and
increase its sale to 20 percent in one year.
 Delivery best quality bags to the customer.
 Maintain a reputed public image.
 Customer service of the highest order
 Value for money for customers
 Professionalism in carrying out business
 Innovative products to cater to different needs of
different customers
 Use of technology to improve service standards
 Increasing market share.
 Broke competition
 Provide Best quality products.
 Increase market share.
 Increase sales through satisfaction.

The main objectives of study:-

 Of the study is to make a comparative study of
the company’s financial with that of the
competitors:-
 To assess the liquidity of the concern.
 To know the efficiency in the business
operations.
 To evaluate the solvency of the business.
 To measure the profitability and overall
performance of the concern.

Situation analysis:-
Industry analysis:-
Trends:-
At the present scenario the bags are comes at
different size colour and shapes. But we try to know
about present trends of bags like laptop bags, fashion
bags, leather bags, evening purse and luggage bags.
It comes with awesome features such as stiletto heel
metal clasp, open pocket with leather pogo patch and
more. This will take care of your evening essentials
and you would be the envy of the ball. It costs $1,495
and is quite expensive, I must say.
The glamorous ladies out there are on a hunt for
magnificent and splendid hand bags to suit their life

style. The beautiful women who love to look smart

and stylish, know it very well that their fashion
statements would be extremely dull and lifeless
Without gorgeous hand bags to complement their
extra ordinarily couture silhouettes. Since we all
Know that the season of festivities is approaching fast,
almost all the fashion freaks are busy collecting elite
and glamorous pieces to adorn ourselves.
The style of this exclusive bag is too sophisticated and
fashionable also. It gives a feeling of princely
attitude, the moment you carry it. The royal navy
blue color infuses great life in this luxurious handbag.
It dimensions are 8” *3. This would indeed be a
possession forever. The one, who carries this
handbag, will definitely have a reason to envied in her
fashion circle.
 Competitors:-
There are many big companies; local and international are
involved in bag manufacturing. The company is creating a new
niche in the marketplace and therefore faces competition from
a variety of sources. Liberty has already famous as a top brand
in shoes making so mostly people aware about the company it
can compete easily other bag manufacturing companies like:-
 Addidas
 Nike
 Reebok

 MAYUR INDUSTRIES
 CALVIN HANDICRAFTS EXPORTS
 GOODLUCK INDUSTRIES
 AMERICAN TOURISTER

Customer profile:-
There are different types of bags for different types of users
like for male, female, children, professionals, tourists etc. There
is no specific geographic area is selected. The aim of liberty to
making bags to fulfill the need of every bag user group. The
school bags for students, laptop bags for professionals,
messenger bags for men & women, travel bags for tourists so
liberty target on each group according to their needs and high
level & middle level income group which have above Rs 1 lakh
income per year are targeted group.

Technology:
If you want to make a good design bags you consider
lot of factors like present trends of bags what are the
likes and dislikes of the customers and the hand bags
is luxurious with an abundance of silk satin lining and
satin petals which makes it less luxurious and more

outlandish .you also could put a chain shoulder strip

when you need and the glamorous Italian handbags.

Swot analysis:-
S……………………..STRENGTH
W……………………WEAKNESS
O……………………OPPOURTINITIES
T…………………….THREAT
Strength:-
• Established brand name.
• Wide dealers’ network.
• Bondage between company and employees,
• Customer’s faith.
• Leaders in quality.
• Economies of scale
• Infrastructure
Weaknesses:-
 After sales like replacement of bags is very poor.
 Price of products offered is not satisfactory.

 Company representative doesn’t visit dealers

frequently
 Sustained growth rate.
Oppornities:-
 Have the opportunity of grabbing the market
share through launching of new and wide range
of product with new designs.
 Wide market in low prizes bags as most
population is financially weak in our country.
 Existing successful products of company.
 Increase sales by giving incentives to sales
officers and dealers.
 Develop market sensitive product line.
  Globalization.
Threat:-
 Cut throat competition
 Due lack of good design of a products and after
sale services the company who provide good
quality product and after sale service.
 Competition for resources.
 New entries in the market
 Unforeseen conditions

Target market strategy:-

Target market tailors a marketing mix for one or
more segments identify by the market segmentation.
Target marketing contrasts with mass marketing,
which offers a single product to the entire market.
Two important factors to consider when selecting a
target market segment :-
• Attractiveness of a market segment
• Size, growth, competition, brand loyalty of the
segment.
• Suitability of market segment to the firm:-
 • Whether the firm can offer superior value to the
customers in management. The impact of serving
the segment on the firm’s image.
Access to distribution channel required to serve the
segment.
Types of target marketing strategy:-
• Single segment
 Selective specialization
 Product specialization
 Market specialization
 Full market coverage

Now we selected full market coverage strategy. In

the liberty company serve the entire means of
either a mass market strategy in which a single

undifferentiated marketing mix is offered to the

entire market , or by a differentiated strategy in
which a separate marketing mix is offered to each
segment and consider all the market and provide
bags to all over market.

Marketing mix:-
Product: A product is a something which can be
offered by producer to customer in the liberty
company over product is bags. And we provides a
 good quality bags for each and every segment
increase sales of product through satisfaction or
increase mkt. share and increase turnover for more
profitability . We have different types of bags which is
offered by over company these bags are as follows:-

Backpack (TSR100) Travel Bag (TSR004)

Outdoor Bag (TSR174)

School Bag (TSR017)

Laptop Backpack
Sports Bag (TSR075) (TSR014)
Trolley Backpack
(TSR125)
 Travel and Sport Bag Travel Backpack (TSR176
(TSR175)
Kid's Sling Bag (TSR120)
Sports Bag (TSR153)

Price:-
Price mix refers to how and what the price of a
particular product is to set in the company. In the
liberty bags we just apply penetration pricing
strategy under this we set the price of a particular
type of bags is relatively low for capturing the mkt.
and increase sales and market share. Under this
pricing we cover all of the peoples which have low
and high level of income because the bags prices are

reasonable and affordable by each and every

customer.
Tourist bags:-Rs.1200
Schoolbags:-Rs250
Colleges’ bag:-Rs300
Handbags:-Rs450
Laptop bag:-Rs1100
Trolley bag:-Rs450
Sports bag:-Rs600
These prices are set on the basis of competitors, cost,
and customers.
Place:-
Liberty Company is situated in Faridabad Haryana.
Faridabad is one of large number of industries and
the location of this state is very good infrastructure in
Haryana. There are lot of benefits of location like easy
transportation facility reduced cost of getting raw
material and various other benefits of good place or
good location.
Network channels:-
Liberty Bags Company applies or works on all
channels of distribution channels.
 Promotion:-
This activates are necessary for liberty company we
promote our company through various tools of
promotions:-
 Advertising
 Personal selling

 Sell promotion
 Public relation
In the promotion of liberty company we do more and
more advertising and personal selling and increase
the sales promotions through cash coupons discounts
contests and various other tools for promotes bags in
the company. We also promote the industrial
relations through news papers and magazines articles
and reports, TV and radio presentation, seminars etc.

Implementation, evaluation and

control:-
Marketing research:-
 Research can be defined as systematized effort to gain
knowledge. A research is carried out by different
methodologies, which have their own merits and demerits.



 Research methodology is a way to solve research problem
along with the logic behind them. Thus when we talk of
the research methodology we not only talk of the research
methods but also consider the main part behind the
methods we use in context of our research study and
explain why we are using a particular method or
technique and why we are not using others so that
research results are capable of being evaluated either by
the researcher himself or by others.
 Research methodology means the method carried out to
study the problem. It shows the type of the sample design
used, its size and the procedure used to draw sample. The
extent of precision achieved and the method used for
handling any special problem during the course of the
study.

Organizational structure and plan:-

The main objective of Liberty company have profit maximization
through customer satisfaction and maintain public image. this task
possible when company have a perfect organization structure in this
company have informal as well as formal organization. Both have
some merits and demerits in the organization and this leads to the
competition and long term survival in the future. So we can say that
this organization structure is perfect for all over company.good
organization increase the followings:-
 Leads competition
 Deal with contingency perfectly.
 Profit maximization.
 Handling grievances effectively,
 Financial projections:-
Present General Fund Projection for Financial
Year 2008
There are no specific fiscal actions that result from acceptance
of this report. The Fiscal impact of the Financial Year 2008
budget projection will be considered as part.
Of the FY 2008 budget process. As a result of updating the
Financial Year 2008 current level of services, the estimated
deficit faced by the County is between $201.6 million and $238
million, which are, at the high range, $36.4 million above our
August estimate. Between now and June, the projected County
deficit could also change as a result of new information, and
State and/or Federal budget impacts. As part of the County
Executive's FY 2008 Recommended Budget, the
Administration is likely to propose modified solutions to
address the deficit above the original $201.6 million.
Variance %
CATEGORY FALL FEBRUARY VARIANCE %
2007PROJECTIONS 2008
PROJECTIONS
Salaries and Benefits $1,079,122,529 $1,104,392,402 $25,269,873 2.3%

Services and Supplies $980,299,690 $985,905,536 $5,605,846 0.6%

Other Charges $14,975,229 $13,419,939 ($1,555,290) (10.4%)

Operating/Equity $312,285,789 $319,670,115 $7,384,326 2.4%

Transfers
Expenditure ($191,727,494) ($203,671,731) ($11,944,237) 6.2%
Transfers/Reimbursements
Total Net Expenditures $2,194,955,743 $2,219,716,262 $24,760,519 1.1%

Total Revenues $1,993,330,215 $1,992,472,684 ($857,531) 0%

Net Cost ($201,625,528) ($232,176,299) ($25,618,050) 12.7%

Implementation time table:-

In this table:-
 The total expenditure is increase due to latent factors.
 Total revenue is reducing due to high of the in
expenditure.
 Total cost increase in comparison of 2007 and 2009.
 Apply six sigma standards.
Summary:-.
Liberty bags limited company covers all the market
and target all the segments of a market and adopt
price penetration pricing of a particular product and
also provide good quality bags and increase sales
through satisfaction and increase the profits and
maintain the public relations and maintain a good
image in the market and also increase the market
share and generates revenue through market. It also a
consider before setting the price all levels of income
group persons. So finally we can say it becomes a
reputed company in future.
Sugesstion and recommdation :-
I would like to suggest:
 More emphasis on market research.
 Focuses on demand and present trends
customers.
 Consider more study about competitors’
strategies.
 Also work on “CSR activities” for public image.
Bibliography:-
Books:
Philip kotler marketing
management 13ed.
Mannual
Annual reports of liberty ind ltd.
Internet:-
www.google.com
www.libertyshoes.com