BUSINESS STUDIES

1. MOHANLAL DAYAL VINAY MANDIR
SP-1 RIICO INDUSTRIAL AREA
NEEMRANA, ALWAR (RAJASTHAN)
AFFILIATION NO. 173034
BUSINESS STUDIES
PROJECT ON
MARKETING
SUBMITTED TO: - MRS. YAVNIKA ARORA
SUBMITTED BY: - VIKRANT, SAKSHI, RUSHALI,PARVINDER,JIGYASA,RAJAT,KOMAL

3. We are pleased to submit project work in Business Studies for class XII. We
are extremely grateful to CBSE for introducing this project in Business
studies. This project has given me ample opportunity to explore varied areas
of Marketing Management, thus increased my understanding of the
concepts studied. This has resulted in enhancing my analytical, interpreting
and creative skills. The Project work is strictly according to the guidelines
given by CBSE.
The salient features of this project are:
Survey of market
Development of Questionnaire
Selecting and marketing of product
Development of Marketing Mix
Designing of label
Preface

4. Cone , Wedges, Prism , Kitten or Puppy, whatever the style , high
heels are a classic feature of female fashion. As we struggle along
battling foot pain, risking falls and dodging grates and soft grass, do
we ever stop to consider the history of these most iconic pieces of
footwear.?
That is why we have chosen the HEELS as our product for the project.
Introduction

5. We would like to thank our teacher Mrs. Yavnika Arora and
expressing gratitude towards her for helping us in the selection of
appropriate and a good product. She also helped us by her creative
ideas and concepts for the project.
Our parents have also helped us for finding details and providing
with contacts and has encouraged us for Better work.
Acknowledgement

6. Competitive
Products and
U.S.P.

7. 1.JIMMY CHOO
2.BATA
3.GUCCI
Main Three Competitors

8. Jimmy Choo
Jimmy Choo is a British high fashion house specialising in shoes,
handbags, accessories and fragrances. The company, J. Choo
Limited, was founded in 1996 by couture shoe designer Jimmy
Choo and Vogue accessories editor Tamara Mellon OBE
Founded: 1996, London, United Kingdom
CEO: Pierre Denis
Customer service: 00 44 800 044 3221
Stock price: CHOO (LON)134.22 GBX -0.98 (-0.72%)
Founders: Jimmy Choo, Tamara Mellon
Parent organization: JAB Holding Company
Headquarters: London, United Kingdom,United Kingdom

9. Bata is a family-owned global footwear and fashion
accessory manufacturer and retailer with acting
headquarters located in Lausanne, Switzerland.
Founder: Tomas Bata
Founded: 1894, Zlin, Czech Republic
CEO: Thomas George Bata
Type : Private company
Industry : Retail and Manufacturing
Headquarters : Lausanne, Switzerland
Area serves : Worldwide
Slogan : I Love my shoes!
Website : www.bata.com
Owner : Bata Family
BATA

10. GUCCI
Type : Subsidiary
Industry : Fashion
Founded : 1921
Founder : Guccio Gucci
Headquarters : Florence, Italy
Key people : Marco Bizzarri (CEO)
Alessandro Michele (Creative Director)
Owner : Kering
Website : www.gucci.com

13. Product is an element of marketing mix representing
the tangible and intangible elements offered to the
customer in order to satisfy his need.
Product is the most visible component of the
marketing mix.
Our Product Heels :-
“HEELS THAT GIVE YOUR FEET A STATUS”
Features of Our Product: -
Quality Products
Differentiated Products
Affordable Prices
Customer Satisfaction
Good are produced according to the need of
customers

14. U.S.P OF OUR PRODUCT
• GOH Heels are according to customer’s needs wants and requirements.
• Different features as compare to competitor’s products mean GOH Heels have
good quality, more features like unique taste, design, logo and other attributes.
• GOH Heels is superior in quality, continuous improvements and has different
features.
• GOH Heels has unique logo, quality, taste and other features which are not
copied by other companies.
• Its prices are reasonable and affordable by all customers.

15. PERMISSIONS & LICENCES
Business license
Retail license
Contractor permission
Municipality permissions
Pollution board Permission
Import and Export

18. FOREIGNER
Brand
AMBASSADER
...Ema Stone

19. Cities having goh stores
(in india)
•Mumbai – (MH)
•Delhi - (DL)
•Chandigarh – (CH)
•Kolkata – (WB)
•Rohtak – (HR)
•Amritsar – (PB)
•Neemrana – (RJ)
•Chennai – (TN)
•Jaipur – (RJ)

20. 
1.Canada
2.Australia
3.America
4.Russia
5.Switzerland
6.South Africa
7.England
8.Saudi Arab (Dubai)
COUNTRIES
(WHERE GOH
PRODUCTS ARE
EXPORTED.

21. branding
 A Brand is the identification of a product. It can be in the form of
a name, symbol or design etc. the branding is not only done to
identify the seller or produce but also to make your product
superior than competitor’s product.
Branding is much more than an identification mark. It is a seller’s
promise to deliver quality and satisfaction of buyer’s expectations
with brand we can easily identify which all products belong to a
particular company. When firms develops good reputations about
quality then brand helps them to enjoy greater control over
customers and develop brand loyalty.

22. Brand :- A brand is the identification of a product it can be in
the form of name, symbol or design etc.
Our Brand is GOH (Girls On Heels)
Brand Name :- The part of brand which can be spoken is
called Brand Name.
Our Brand Name is “GOH”
Trade Mark :- A part of brand which is given legal protection
is called Trade Mark.
Our Trade Mark is ®
Brand Mark :- The part of brand which can not be spoken
out but can be recognized is known as brand mark

24. DIFFERENT VARITIES OF OUR PRODUCT
 Fashion Era
 Heel 2 Toe
 Sun n’ Shade Sandals
 Shoe Wonder
 Shoeniverse
 Fashion Feet
 Freaks
 Shoe Splash
 Movers And Shakers.

25. PRICING
The term “price” denotes the money value of a product or service. It
is the amount of money the seller is asking for the product he offer
for sale or the amount which buyers are to pay for it.
Price is an important element in the marketing mix of a firm and
affects other components of the marketing mix.
The price of the item is different for the wholesalers and customers.
Customers commonly buy ladies footwear in number of units but
the wholesales buy in bulks. A bulk of ladies footwear contains ten
pieces of ladies footwear. The price of wholesalers and customers
are shown in the following table for our main products for this
segment.

26. PACKAGING
Packaging is the basic activity of every company. It can be
defined as “A set of tasks or activities which are concerned
with the designing , production, of an appropriate wrapper,
container or bag for the product”.
Importance of packaging: -
1. Rising Standards of Health and Sanitation
2. Self Service Outlets
3. Innovational Opportunity
4. Product Differentiation

27. Channels Of Distribution
•Place refers to the set of decisions that need to be taken in
order to make the product available. If the products are not
made available to the customers at the right place at the right
time then customer would not be able to buy them.
•Place Element is a process by which the goods are transferred
from the places of productions to the place of consumption.
•Channel of distribution refers to a place or middlemen who help
in distributing the goods. Channel of distribution are the firms
and individuals who help in transferring the goods from place of
manufacturing to place of consumption.

28. Distribution Levels
Indirect Channel
One Level
Channel
Two Level
Channel
Three Level
Channels
Direct Channel(Zero-Level
Channel)
Types of Distribution Levels.

29. Channels Of Distribution

30. Channel Of Distribution SelectedOur company has choose Indirect Channel
i.e.,(One Level Channel) in which firm directly
supply the product to retailer who sells the product
direct to customer.
Manufacturer
Retailer
Customers

31. MANUFACTURING PLANTS
:-
1.Neemrana
2.Kurukshetra
3.Rohtak
4.Kolkata
5.Amritsar
6.Chennai
7.Ajmer
GOH is Totally Manufactured in
INDIA.

32. Warehousing
Storage has always been an important aspect of economics
developments . The warehouse was initialliy viewed as a static unit for
keeping and storing goods in a scientific and systematic manner so as
to maintain their original quantity,
Value and usefulness. They are used by manufacturers ,important,
exporters wholesales , transport business, customs etc. In India.
Are houses are privately owned by GOH to put the inventory.
Large and private warehouses are used by GOH (girls on heels).
Our Company has its own Private warehouse with large space and with
full security sevices.

34. Transportation is the means to carry people and goods from one place to
another. This has become very important in each stage of human civilization
Our company uses three means of transport for the carrying goods from one place
to another i.e. Roadways, Railways and Airways.
In roadways we use trucks for carrying goods and raw materials. We use trucks
only up to a distance of 1000 KM because in long distances many risks are involved
like theft, robbery, road accidents, etc.
In railways we use trains for carrying goods and raw materials. We use trains only
when the distance exceeds 1000 KM because it reduces the risk of thefts and
robberies because railways provide security services too.
In airways we use airplanes for carrying goods and services. We use airplanes only
for exporting goods because our goods are light in weight and it is cheap for us as
compared to waterways and also it saves our time.
Transportation

35. If the term business is taken to mean a wide range of
activities comprising industry, trade and commerce ; Online
business may be defined as the conduct of industry, trade and
commerce using the computer networking.
GOH have contracted with FlipKart, Jabong and Snapdeal
for selling of product online.
WEBSITE :-
www.goh.com
ONLINE BUSINESS

36. Promotion
Promotion is the process of communication with the potential buyers involving
information, persuasion and influence. It includes all types of personal and
impersonal communication with customers.
Digital Advertisement: - Our Company uses digital advertisements like
advertisement on television, roadside digital advertising boards, advertisement on
different websites, etc.
Printed Advertisements: - Our Company also emphasises on printed
advertisements like advertisements in the newspapers, magazines, roadside simple
boards, etc.

Personal Selling: - Our Company also believes in personal selling i.e. oral
presentation of message in the form of conversation with one or more prospective
customers for the purpose of making sales.
All the promotion methods discussed above helps our company in persuading the
customers for buying our products. This all leads to increase in the sales and
reputation of the company.