A Project Report On r4l4

A Project Report On

With Special reference To

Liberty Puram, Kutail, (Karnal) Submitted in practical Fulfillment of Degree of MBA (5 years) Course in Business Management (2006-2011)

SUBMITTED TO: Mr. Amit Arora

SUBMITTED BY: Karan seth

KURUKSHETRA UNIVERSITY KURUKSHETRA

ACKNOWLEDGEMENT

Project work is never the accomplishment of one Individual. Rather it is an amalgamation of the efforts, ideas and cooperation of a number of individuals. It gives me immense pleasure to take this opportunity to thank all those who helped me in successfully completing the project. I am extremely thankful to MR. G.S. SAINI (GM), MR AMIT ARORA (MARKETING MANAGER). Their guidance is invaluable in this project; otherwise project would not have been according to the given format.

Karan Seth

TABLE OF CONTENTS

S.NO.

TOPIC

1.

Introduction

2.

Analysis & Interpretation of Data

3.

Research Methodology

4.

Limitations Annexure • Questionnaire

PAGE NO.

CHAPTER-1 INTRODUCTION

COMPANY’S PROFILE: HISTORY: • Started shoe business at Karnal in 1944 • Started manufacturing in 1946 with 4 pairs a day • Named as liberty footwear Co. in 1954 • Set up semi-mechanized manufacturing unit in 1964 • Switched over to 100% exports in 1968 • Re-entered domestic market in 1983 Liberty shoes limited, the public ltd. company of the group started commercial production in 1983 today the group comprises of five firms namely, Liberty Footwear Company, Liberty Enterprises, Liberty Leathers, Liberty Group Marketing Division, and Liberty Shoes Limited. The group has an annual turnover of Rs.400 crores and anticipates a turnover of Rs.1000 crores by the year 2012. From a humble beginning 60 years back, Liberty has indeed come a long way. .

GENERAL INFORMATION: Liberty Footwear is the only Indian company that is among the top 5 manufacturers of leather footwear of the world with a turnover in excess of U.S. $100 million. Producing more than 50,000 pairs of footwear a day. A range that is among the largest in the industry, covering virtually every age group and income category. 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 , Italy, and .

CORPORATE PHILOSPHY: "Steeped in a philosophy that has at its core innovation, technology and advancement, we at Liberty, pride ourselves over and above everything else on our 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 like workmanship and good value.

CORPORATE SAGA: With people as its leitmotif, Liberty, has for over 50 years, always stayed in touch with the aspirations of every successive generation even as it developed the largest range in the industry catering to every income bracket and age segment that combines the best of talent with the latest in technology. From the price-conscious, value for money seeking buyer to the trendy, global, price-indifferent customer from the with it all attitude teenager to the conservative seen it all adult, just about everybody today finds a good reason for being in Liberty. Liberty is today consolidating and expanding its following from the fashion alloys to the sidewalks with styles that compliment the newest most happening trends. And also by turning footwear selling into a by word for personalized service in an ambience of five star comfort. This can be experienced in the hundreds of Liberty five star showrooms and shoe stations in India and abroad. But beyond that lies another but equally significant involvement. It's all about making a difference in the lives of thousands of people all over India by ensuring direct and indirect employment. Creating wealth, sharing prosperity, and generating progress. For Liberty, there can be no greater honour than that and no bigger reason for walking tall.

COMPANY’S CREDO: To ensure that the method we use is the latest technology the world over. To follow the highest standards of honest workmanship in whatever we make. To walk the extra mile to ensure customer satisfaction worldwide. To remain a true cosmopolitan to the spirit. To remain a great corporation to associate with, to work for. To know that "We are about people".

SOCIAL RESPONSIBILITY: Liberty conducts its business with honesty, integrity and respect for all those who come in with it in course of business. Fully appreciative of the fact that its reputation stems from not just quality products and technological innovations but also from the manner of its dealings with customers, suppliers, government officials and all those who are outside the Liberty Group. Utmost importance is also given to ensuring a safe, healthy and non-discriminatory work environment for all Liberty employees where they are free from harassment of any form by supervisors, seniors, co-workers, customers and suppliers. Ethical standards and practices are rigorously adhered to which is why Liberty finds place in the most favored list of respectable brands like Wal-Mart, Reebok, Nike, etc who recognize it as an Equal Opportunity Employer.

CORPORATE GOALS: •

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

•

Liberty wants to attain & maintain good relation between its union & management.

•

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

•

Liberty will try to practice management of highest standard of competence & 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 for its products and services

DESIGN, RESEARCH & DEVELOPMENT IS ONE OF THE MAJOR DEPTT AT LIBERTY. Our footwear is a fashion statement and needs constant updating in of technology and worldwide trends. Our R & D team is always ready and open to experimentation and trying out stuff that help improve the products A group of 50 young designers are working round-the-clock at the factory looking at products and ideas for the next seasons' footwear. Each of these designers is a trained professional from a leading fashion institute.

LIBERTY QUALITY STATEMENT Better methods. Better tools. Better technology. Enhanced productivity. Finest quality. Greater customer satisfaction. Liberty has a lot of firsts to its credit. It has introduced a new material called TPU (Thermo Plastic Urethane), for high quality footwear, into the country. This material has better properties than PVC or TPR (conventional materials used for footwear). This center has also been instrumental in introducing EVA (Ethyl Vinyl Acetate), which is a direct injection molding used for making sole for the first time in Asia. This technology uses very light material & the footwear is made with the direct injection system. It also pioneered the PU (Poly Urethane) Technology in India for the footwear industry.

Besides these Thermo Plastic Elastomer has been developed for the first time in India at Liberty . A CAD/CAM design center is in place at Liberty . The Sympatex waterproof technology in footwear was pioneered by also Liberty . Liberty is also the first company to market PPE products for safety purpose.

LIBERTY AUTOMOTIVES Manufacturer of Automotive Trim Parts Liberty Automotive is a t venture company promoted by Azin Khodro group of Iran and Liberty group of India . It is coming up with its green field project at Bawal Industrial Growth Centre on Delhi-Jaipur national highway for manufacturing automotive trim parts. Drawing upon the considerable manufacturing experience of Azin Khodro group and the business acumen of Liberty group, it is all set to deliver high quality finished products. Armed with a unique R&D source, Liberty Automotive is able to offer ideas to create solutions and resources to meet the challenges of performance optimization of a car.

PLANTS OF LIBERTY. We call them Humantech Centers. When people visit us they see them as centers of Excellence for manufacturing shoes where technology works in perfect tandem with human creativity. Liberty has Humantech centers at four locations in India , the latest being the Uttaranchal project which was launched recently to boost the production of world-class footwear. This Greenfield plant Near Dehradun will increase the company's existing production capacity of 18 million units pa by 200,000 units.

The locations of the four Humantech Centers are: Gharaunda, Haryana (approx. 108 km. from Delhi ) Libertypuram, Haryana (111 k.m. from Delhi )

Karnal, Haryana (125 k.m. from Delhi ) Near Dehradun in Uttaranchal

GHARAUNDA Gharaunda is the first plant of its kind in this part of Asia that is equipped with Desma machines for PU Direct Injection Moulding. Using PUF technology and Computer Aided Systems this vertically integrated plant produces Industrial Safety Shoes that are made to European standards. Sympatex TEX booties as well as ordinary booties are also made here. Beside these Gharaunda has a design center where an ambitious team of young designers working in tandem with experienced technologists is doing work that's eyebrows on the fashion streets.

LIBERTYPURAM About 14 km from Karnal this Humantech center, spread across 50 acres of landscaped greens, has 16 lines for Cement Last Construction footwear, 15 lines for Direct Injection Moulded footwear and 3 lines for EVA Direct Injection footwear. It is a manufacturing base for slippers and sandals that put the Chinese sheet slippers to shade, teenager's shoes

with very light PVC soles as well as leather soles, shoes for both sexes as well as booties for ladies.

KARNAL Liberty 's first manufacturing center caters essentially to the domestic market and produces Cement Last Construction as well as leather sole footwear for both men and women.

DEHRADUN This new Humantech center makes Cement Last Construction footwear as well as the comfort range of sandals for ladies. It will soon also produce sports shoes for the likes of Reebok and Nike as well as for the domestic market.

MARKETING NETWORK Liberty have a distribution network that rivals the human arterial system. A reticulate network of retailers, showrooms, & exclusive outlets with a reach like a blue-green marine octopus. A structured 2-way system that both gives & receives.

Thanks to the vision & drive of our corporate think tank, we now have a sales network that brings the breath taking world of super footwear right at your feet, within seconds. A marketing system that we have conceived & created is understandably, the envy of the competition.

Marketing Network

National

International

Offices

13

2

Distributors

150

10

Exclusive Showrooms

400

12

Shoe Station

7500

750

Sources: Company Personnels.

EXPORT MARKETS Liberty footwear has craved a name of itself in the name of International Business. The company products continued to be accepted in the overseas market. Further efforts are underway to enhance company exports to other companies. Intensive participation by the company in the major international fair & exhibitions has helped it to comprehend international market.The company in order to supplement its exports further plans to add more liberty showrooms in overseas countries.

Liberty exports over the years have been growing & its products are mainly available in the European & Middle East countries. In Europe, is the major market for companies’ product. In order to further promote liberty business in the overseas market the brand has got exclusive showrooms at Dubai, Sharzah, Bangladesh, Srilanka. The company is keenly considering the proposal of opening of exclusive showroom in others countries also. The varies export market of liberty shoes:-

  Italy  Spain  Middle East  East Europe  Indian sub continents

INTERNATIONAL MARKET. For Liberty the world is a market. So they make footwear that meet demanding standards and requirement across the globe. It keeps them on our "toes" to mould technology, upgrade practices, and deliver to markets far away from our manufacturing base. So whether it is selling under their own brand in fashion conscious markets or making the shoes for some of the very successful names across the world they do it all with élan.. And a dedicated team of people monitors their requirements to ensure the satisfaction levels are kept high

DISTRIBUTION NETWORK: Liberty conducts its business with honesty, integrity and respect for all those who come in with it in course of business. Fully appreciative of the fact that its reputation stems from not just quality products and technological innovations but also from the manner of its dealings with customers, suppliers, government officials and all those who are outside the Liberty Group. Utmost importance is also given to ensuring a safe, healthy and non-discriminatory work environment for all Liberty employees where they are free from harassment of any form by supervisors, seniors, co-workers, customers and suppliers. Ethical standards and practices are rigorously adhered to which is why Liberty finds place in the most favored list of respectable brands like Wal-Mart, Reebok, Nike, etc who recognize it as an Equal Opportunity Employer.

INSTITUTIONAL MARKET Innovation is a by word at Liberty . We innovate by habit. We innovate to ensure customer delight. It is the same spirit that drives our Institutional sales division to work on the customer and to deliver in the marketplace. We have some of the finest and most respected corporate names as our customers to whom we deliver a wide range of footwear too. From specialty safety shoes for any Industrial use to stylish lace ups for the corporate executive we deliver the highest quality standards that have made us regular suppliers to many a company.

CHRONOLOGICAL EVENTS OF LIBERTY SHOES LTD. Year

Events

1944

Started Shoe Business At Karnal

1946

Started Manufacturing With 4 Pairs A Day

1954

Named As Liberty footwear Company

1964

Setup semi Mechanized manufacturing Unit

1968

Switched Over To 100% Export

1983

Re-entered Domestic market

1993

Set up Plant at Liberty Puram To Manufacture high Quality Footwear with State Of Art Tech-Humantech

NATIONAL AND INTERNATIONAL AWARDS  Leather Export Promotion Merit Award (1975), till 1982.  Haryana Government Export Award (1978-79).  International Asian Award, Jakarta (1982).  European Awards, Paris (1987).  National Awards For Best Export Of Leather Garments (1987-88).  International Award for Good Quality Brussels, Belgium (1988).  Leather Export Award For Government of India (1991-92).  National Productivity Award from President (1997).  Council of Leather Export (CLE), India’s apex body of leather

products expoters

during the international leather fair held at Chennai, conferred is the highest award the “DOYEN OF INDUSTRY” upon Mr.P.D.Gupta on 5th feb, 98.  Worldwide Prestige Award (WPA) - 2001.  Golden peacock Award - 2007

GROUP DATA AT A GLANCE

Year Of Establishment : Employment : Business Investment : Status of Business : Annual Turnover : Brand Equity :

Infrastructure :

Export Markets :

Technology :

1954 Above 5000 employees US $ 100 Million Flagship company of the group, Liberty Shoes Ltd., a public limited company listed in all major stock exchange of India. Over US $ 100 Million Mother Brand LIBERTY is ranked in the country. Other 10 successful National Brands, Known for its respective segment of footwear. Various plants spread over 200 acres of land in and Karnal & Gharaunda, Haryana ed by strong marketing network having:  Branch Offices  Overseas Offices  300 Distributors & Dealers  Liberty Exclusive Retail Stores  20 Overseas Showroom All over the world , mainly with Europe in   Austria   Spain  Hungry Liberty’s patented technology “HUMANTECH”is a combination of human craftsmanship & technological excellence with following technologies available in the world of footwear industry.  Cemented Construction  Direct PVC Injection  Direct PU Injection  Direct EVA Injection

LIBERTY BRANDS Liberty has developed a spectrum of 11 exclusive brands, each of which have been given that extra edge to cater to a specific target group. Today, the new range from Liberty is all about style, design, and comfort. The range imbibes the spirit of fun and is trendy to the core. Liberty has something for every occasion, for every income bracket & every age group. It pampers its customer by keeping pace with global footwear fashion trends & by walking that extra mile which is why, special care has been taken to make sure that the outlets' design meets the specific needs & taste of the target groups. Apart from the existing brands, Liberty is busy fashioning the look of the future in footwear. Introducing new designs that redefine styles and comfort associated with the finest in workmanship.

•

Liberty 's Warrior range has over a short period of time developed a reputation that's an envy of many a competition. The product quality and the range that we produce have gained acceptability across a varied segment of industrial s. Some of the biggest corporate houses of the country are sourcing the footwear for their workforce from us. The product range caters to the building and construction industry, the Oil industry the healthcare segment .The range has not just safety shoes but footwear for the executives in the company and special footwear for the nurses and the healthcare segment.

Coolers are a brand of unisex sandals and slip-ons. Catering to a wide segment across the country Coolers are much sought after not just in the summer season but also during the monsoons and in the coastal regions for their water-resistant property.

•

The brand exhibits the vivacity of children in every way. Colorful and comfortable, the range has smart sandals, elegant sports shoes and bright colored lace up to ensure a formal look for the children

•

Sporty and vibrant the Force 10 range has been rewriting the industry norms. Constant technology upgradations have made it one of the more desired brands in the category.

•

Gliders is a complete range of footwear in itself. Using the trendy EVA technology it comprises of beachwear to casual as well as formal footwear both in leather and other innovative material meant. And is perfect for not just grown up boys and girls but young kids too

•

A pure male fashion brand, Fortune has the latest styles in formal footwear for men. Its flamboyance gives the brand strong following.

•

The brand offers women comfortable and fashionable slip – ons.

•

Sandals and bellies with neat styling throw in, not bordering on the bizarre but acceptable across a wide spectrum.

• SENORITA is a brand for the •

fashion and style conscious young woman.

She is comfortable expressing herself and makes life beautiful and invigorating whether at home or work.

• A WINDSOR shoe embodies comfort and style. •

With its classic looks that’s popular amongst the young executives the Windsor brand of shoes are one of the largest set of men’s shoes sold by liberty.

•

Proffesionals undertaking high impact,electrical,thermal,chemical or even slippage risks,walking over surfaces or operating in environments that expose them to dangers related to them.

•

Whether you are a power plant technician,alkali unit workers or even a extreme sports practioner , it will always be appreciated.

•

Made from super resilient rubber , blended with PVC ,these boots afford the protection that no ordinary footwear can provide.

LIBERTY REVOLUTIONS

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 and Hyderabad and Pune.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 company has plans of opening 18 more revolution showrooms nationally & internationally.

INTRODUCTION OF THE PROJECT: With the advent of concepts like Quality Standards (ISO), value engineering, benchmarking etc. , SAFETY has started gaining its importance Besides the norms, which the organizations comply with, the government has made it mandatory to implement the programme concerned with Safety in each and every organization. The project has primarily been undertaken by me to do market research on Gum boots whether they are of Safety or not, considering the prices, quality and other additional features in them. Moreover due emphasis was done on the brands of which company the Gum Boots are normally used and in an year How many Gum boots are consumed. Liberty Marketing Deptt. Assigned this work to me as they are soon starting the production of the same.

Details of the Gum Boots . Gumboots for Gents and Ladies 16" Full size gumboots available in all colours. 11" Half size gumboots available in all colours

Special Features

Made from superior Virgin PVC compounds Direct Injcetion moulded on 'DESMA' machine Single piece with dual density compounds Sweat absorbent Hoisery cloth lining Antiskid cleated soles which are acid, alkali, oil resistant and electric shock proof upto 15zkV. Superior to rubber gumboots in the following - Lightweight, good appearance, more durable, acid/alkali/shock resistant.

Safety Gumboots First Indian PVC Gumboot with steel toe cap Provided with IS Specification steel toe cap Winner of innovative product award from Indian Society of Plastics Meets IS - 12254 specifications Available

size

range

-

UK

/

Continental

Gents - 5/38, 6/39, 8/42, 9/43, 10/44-45, 11/46 Ladies - 3/36, 4/37, 5/38, 6/39, 7/40-41, 8/43

OBJECTIVES OF THE STUDY:

My project is based on Gum Boots a product of Liberty soon to be launched. The objectives of my study are as follows:1. To study the demands of Gum Boots in market. 2. To study the present scenario of the company. 3. To find out what type of product and services are provided by the company. 4. To ascertain the demand of Gum Boots and its various aspects. 5. To have a brief outlook of other products of the company.

SCOPE OF THE STUDY: Taking this project as the base, inference could be drawn for framing some effective and appropriate polices and strategies to manufacture Gum Boots and in the best manner. The study would also lay a fertile ground for the of the organizations to understand the strategies to satisfy consumers demand and the safety factor is to be considered important, and understand their responsibilities in an appropriate manner. It helps in understanding the dealer beahaviour about the promotional schemes given by the different companies. It gives an overview of the latest market trends. It also gives an overview of the satisfaction level of the dealers about the credit policy given by the company.

ANALYSIS

Q1: Which Gum shoe do you prefer? Liberty

Bata

Duck buck

Local

0% 2% 2% Liberty Bata Duckbuck Local 96%

Q2: What is your Procurement procedure? Direct Tender

Purchase Order

Any Other

An y Ot her 0% Dir ect T en der 2%

Dir ect T en der P urchase Order An y Ot her

P urchase Order 98%

Q3: What is the margin you get from Company? 10%

20%

30%

40%

0 4

0

ten % twenty% thi r ty% f our ty%

42

Q4: Generally which type of Gum Boots you prefer? With steel toe

Without Steel toe

Reflectors

0% 0%

With-steeltoe Without Steeltoe Reflectors

100%

Q5: Which Colour you prefer the most? Black

Multicolour

0%

Black Multicolour

100%

Q6: In which frequency you change the boots? 4months

6months

11%

8months

1year

5%

fifteen days 4months 6months

32% 52%

8months

Q7: Does they provide any warranty? Yes

No

7%

Yes No

93%

If Yes than what is the warranty period? 2months

3months

4months

6months

RESEARCH METHODOLOGY The purpose of methodology section in the report making is to describe the research process that is followed while doing the main part. This would however include the research design, the sampling procedure, and the data collection method. This section is perhaps difficult to write as it would also involve some technical and may be much of the audience will nor be able to understand the terminology used. The methodology followed by the researcher, during the preparation of the report was: a)

SECONDRY DATA

b)

PRIMARY DATA

c)

PESONAL VISITS

Secondary DataWhen an investigator uses the data that has been already collected by others, is called secondary data. The secondary data could be collected from Journals, Reports, and various publications. The advantages of the secondary data can be –It is economical, both in of money and time spent .The researcher of the report also did the same and collected secondary data from various internet sites like Google.com, altavista.com and many more. The researcher of the report also visited various libraries for collection of the introduction part.

Primary DataPrimary data is that kind of data which is collected by the investigator himself for the purpose of the specific study. The data such collected is original in character. The advantage of this method of collection is the authentic.

Personal Visits-As

a part of the analysis, it was necessary to visit the various

companies using Gum Boots, as it would always help me knowing the demand. I visited different companies and ask details of the Gum Boots used by them.

LIMITATIONS Non co-operation of few respondents during the research programme. 1

2. Some of the respondents were not interested in filling the questionnaire. 3. High officials have limited time. 4. A few people were afraid of filling up the questionnaire. .

ANNEXURE

Questionnaire Q1: Which Gum shoe do you prefer? Liberty

Bata

Duck buck

Local

Q2: What is your Procurement procedure? Direct Tender

Purchase Order

Any Other

Q3: What is the margin you get from Company? 10%

20%

30%

40%

Q4: Generally which type of Gum Boots you prefer? With steel toe

Without Steel toe

Reflectors

Q5: Which Colour you prefer the most? Black

Multicolour

Q6: In which frequency you change the boots? 4months

6months

8months

1year

4months

6months

Q7: Does they provide any warranty? Yes

No

If Yes than what is the warranty period? 2months

3months