Original product v/s Duplicate Product


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a study on the original product (Chuck Taylor All Star Converse) and the Duplicate product (North Star from Bata)
Note- North Star is a cheaper substitute of All Stars.

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Original product v/s Duplicate Product

  1. 1. A shoe is an item of footwear intended to protect and comfort the human foot while doing various activities. What is Shoe Shoes have traditionally been made from leather, wood or canvas, but are increasingly made from rubber, plastics, and other petrochemical-derived materials.
  2. 2. Types of Shoes
  3. 3. What are Converse Shoes? Converse Shoes are sports like basketball sneakers made with canvas and rubber. Today all sneaker- sportswear are called converse shoes. Originally, Converse Rubber Shoe Company was created by Marquis Mills Converse in 1908 in Malden, Massachusetts.
  4. 4. CHUCK TAYLORS ALL STARS CONVERSE SHOE  Referred as Converse All Stars, Converse Chuck Taylors, All Stars, Chucks or Cons. Canvas and rubber shoes. 1st produced in 1917 as ‘All Stars.’
  5. 5. Evolution of the Product  1908 Converse rubber Corporation opened for business. At first, company made only galoshes and other work related rubber shoes.  Made athletic shoes. Very first version of All Stars basketball shoes was produced in 1917. Originally came in natural brown colors with black trim.  1920’s Converse All Stars made in all black canvas or leather versions. Consisted of very thick rubber sole, an ankle covering canvas or leather
  6. 6.  Charles H. Taylor, basketball player for Akron Firestones in 1921 joined Converse Sales force. Throughout his career with Converse, Taylor travelled all across the United States hosting basketball clinics and promoting the All Star shoe.  In 1932, his name “Chuck Taylor” was added to the ankle patch. In the 1930s Chuck Taylor designed the white high top model for the 1936 Olympics, and the shoe with its patriotic red and blue trim became very popular along with all black canvas and leather models of the All Star.
  7. 7.  Official sneakers of the United States Armed Force in World War II. 1949, the classic black and white Chuck Taylors All Stars Converse introduced. 1957, the low cut Chuck Taylors All Stars Converse introduced.
  8. 8.  When first created, the Converse All Star had three main styles - a monochromatic shoe with a black canvas upper and black rubber soles, an all white shoe with blue and red trim, and an all black leather and rubber shoe.  Added the toe guard, laces and outer wraps white. 1950, multiple color and prints. The first coloured versions available were gold, green, orange, red, blue and light blue. 1988, glow in the dark introduced. Today, customized graphics and designs of our choice.
  9. 9. Nike Acquisition  Along with the passing of Chuck Taylor, went the dominance of the Converse Company. New rival companies stepped in introducing new models with new coloured looks, all leather uppers, and high tech innovations like pumps and air cells.  All Stars struggled due to competition and lack of fund.  Ownership and management changed several times.  2001 All Stars filled for bankruptcy. 2003, the brand was re-established successfully and was eventually purchased by its rival, Nike.
  10. 10. Bata’s North Star Converse Shoes  Bata first established itself in India in 1931and commenced manufacturing shoes in Betanagar in 1936.  The company was founded in 1894 whose family had been cobblers for generations. After Thomas Bata, the company was owned by Jan Antonin Bata. Under Jan Antonin Bata the company grew quickly and continued its expansion throughout Europe, North America, Asia, and North Africa. Company is currently headquartered in Lausanne, Switzerland, with 3 business units. North Star is a brand of Bata. The North Star sneaker brand was created in Canada in the 1970s.
  11. 11. Marketing Mix All Stars North Star Promotion Chuck Taylor’s personal salesmanship plus clever marketing devices like the Converse Basketball Yearbooks put his imprint on the sport at all team levels. The Ramones Band Nirvana’s Kurt Cobain, MASH’s Capt. B. J. Hunnicutt, WWE Diva A. J. Lee, Khalifa’s songs, Dennis the menance, Tall Story, HSM, etc.  Taglines like- ‘Shoes for all’ , ‘The world moves on your feet’, ’Outdoor is yours’, ‘Get comfortable today’,’ One world ,one Bata’. Advertises its products just before launch of any new scheme.  Ads are displayed on a full page in the leading newspapers TV-ADS: Rani Mukherjee as their brand endorser Place  The All Stars is sold worldwide through retail stores and through the official website.  In all metro cities Bata is located in all the prime areas of the city and also exists in almost all the cities of India.
  12. 12. Marketing Mix All Stars North Star Product  Firstly their main product is the selling of sneakers for both athletics and casual wear. And secondary products that they offer are clothing such as tee shirts, sweat shirts and tops, socks and backpacks.  Bata sells all the range of footwear from shoes, canvas, belly, leather shoes, sandals, school shoes, flip flops etc. Price  $80-110 for both male and female adults, $30-60 for both boys and girls regarding sneakers. In Indian currency, the starting range for the basic coloured All Stars is that of 45000Rs. The pricing of North Star has been very nominal and user friendly for the customer which North Star targeted. There is a sale going on North Star almost throughout the year if not almost.
  13. 13. Market Demographics All Stars North Star Geographic  In the United States alone, more than 60% of people own or have owned at least one pair of Converse sneakers. Somehow, this is the same case in many of the foreign countries along with India.  Bata is present across the country through more than 1200 stores. Competition Adidas, Puma and Reebok. Smaller companies like New Balance, Timberland and Jordan.  Lakhani Shoes, Liberty Shoes, Action Shoes, Woodland, Paragon and Relaxo.
  14. 14. ANALYSIS OF THE SURVEY Working Class Youth What brand converse shoes do you use? 33% 30% 67% All Star All Star North Star 70% North Star What do you prefer more while purchasing ANY converse shoes? 0% 10% Price Price 90% Quality 100% Quality
  15. 15. Working Class Are you allowed to wear converse shoes at work? 40% 60% Yes No If a If allowed at work, do you wear? 10% Yes 90% No
  16. 16. Youth Working Class Which brand do you find trustworthy? 4% 33% All Stars 67% All Stars 96% North Star North Star Which are the prominent ways of promoting any converse shoes? 16% TV Commerci als 3% 37% 44% 1% Season Sales Billboards, newspaper s,etc TV Commercia ls Season Sales 33% 59% 7% Billboards, newspaper s ads, etc. Others
  17. 17. Youth Rate the quality of packaging required for any converse shoe 9% 8% Average Good 83% Better
  18. 18. Youth What attracts you to purchase converse shoes? All Star North Star Quality Quality Brand Name Brand Name Price 0% 33% 37% 15% 0% 6% 17% 0% Others 22% 33% 22% Price Others Warranty 6% Warranty 6% 3% Design and Features Fav. Sporstperson Design and Features Fav. Sportsperson
  19. 19. Working Class What attracts you to purchase converse shoes? North Star All Star Quality Quality Brand Name 24% 6% 0% 0% 0% Price 0% 29% Brand Name 0% 41% 27% Price 28% Others Others 18% Warranty Design and Features Fav. Sporstperson 0% 27% Warranty Design and Features Fav. Sporstperson
  20. 20. Youth List of Product benefits All Star North Star Quality Brand Name 2% 2% Quality Brand Name 0% 0% Price 34% 27% 30% Availability Price 15% Availability 15% 21% 9% Packaging Packaging 20% Warranty 0% 5% 0% Design and Features Product Delivery Others 5% 0% 15% Warranty Design and Features Product Delivery Others
  21. 21. Working Class List of Product benefits All Star North Star Quality Quality 0% 0% Brand Name 0% 22% Price 39% 0% Availability 0% 17% 11% 0%0% Price 22% Packaging Warranty Design and Features Product Delivery Others 11% Availability 33% Packaging 11% 0% Brand Name 34% 0% Warranty Design and Features Product Delivery Others
  22. 22. Youth Rate product on its packaging, quality, durability and comfort level All Star North Star 11% 0% 6% Average 36% 53% Good 44% 33% Better Excellent 17% Average Good Better Excellent
  23. 23. Working Class Rate product on its packaging, quality, durability and comfort level All Star North Star 0% 0% 50% 0% 50% Average 33% Good Better Excellent 0% 67% Average Good Better Excellent
  24. 24. Youth Drawbacks All Star North Star Price Quality 0% 35% 15% 50% Price 8% 0% 38% Availability Colours/ Designs Others Quality Availability 54% 0% Colours/ Designs Others
  25. 25. Working Class Drawbacks All Star North Star 0% 0% Price Price 0% Quality 11% 22% 67% 0% Availability Colours/ Designs Others 0% 25% 75% Quality Availability Colours/ Designs Others
  26. 26. The Outcome  Logo  Brand Design and Colors Price Quality and Durability Popularity  Target audience Availability