1. FOOT STICKERS A prevention and cure. Amy Suzanna & Tanya Kalani

2. Executive Summary This research focuses on addressing the issue of show bites (blisters caused by friction of footwear) faced by people (specifically women in Mumbai), also to find preventative solutions for it, which are aesthetically appealing and to gauge their acceptance in the market. A lot of the footwear available for women in the market are designed keeping aesthetically appearance in mind rather than functionality, thus being a cause for a lot of foot problems According to a study by the daily mail report UK (2012) 55% of women suffer from blisters making our project relevant to todays time. As women, and fellow shoe lovers we have personal experiences with uncomfortable footwear and understand the effects of wearing them for long periods of time.

3. Research Synopsis Problem Statement: To gauge whether the product “Foot Stickers” : A pack of 2 sheets, a sheet of customisable adhesive tape available in various skin shades and a medicated thin sheet of cotton, which can be placed on regions prone to getting shoe bites in order to prevent/cure them would be accepted by the targeted market (Women In Mumbai).

4. Prospective client profile: to study the age group, sex, understanding lifestyle and buying behaviour of the potential costumers. Study the different issues they face regarding footwear and to learn more about their solutions to different problems. To understand the price at which the product would be accepted. Sub objectives: To find the various other brands selling similar products. To identify the factors contributing to the success/failure of the brands To find the products placement in the market. Gauging the acceptance of the product Objectives: :

5. Conclusive research of the descriptive type. Sampling: Sampling size: 200 women The sampling method used will be Convenience sampling. Which will include respondents from: We have used SPSS for the analysis of the received data. Research Design: 1.Working women’s hostel 60 1.Shoe stores60 1.Malls50 1.Street shopping lanes30

6. Despite being a major issue among women foot blisters don't have an aesthetically appealing solution. Thus, we designed a new solution that will put an end to this major woe of footwear. Allowing women to wear any type of footwear without worrying about shoe bites ever again. Our product aims to be a prevention and cure for shoe bites. This product can be bought from local medical stores for easier access to consumers, perhaps shoe brand stores can also begin selling this product along side their regular merchandise. We have also considered a tying up with an existing foot care brand.

7. Foot Concerns : More than half of the respondents ( 64.3%) suffer from shoe bites

8. Foot blister as a concern: A majority of the respondents believe foot blisters are a concern (54.7%) 34.1% consider it a major concern 20.6% consider it a somewhat major concern.

9. Solutions for foot concerns: The most common solution for the respondent’s foot concerns are bandages and creams both with 37.9%

10. Finding the acceptance of Foot Stickers 23.4% of the respondents would definitely buy the product and more than half would probably buy it.

11. Foot Sticker Price More than half the respondents (58.5%) believe Foot Stickers are a good bargain.

12. Product placement The most preferred location to buy the product is at medical stores (47%) followed by shoe brand store (33.9%)

13. Recommendations More than half of the respondents (64.3%) suffer from shoe bites – Thus there is a need for a proper solution to this concern. This means there is scope in the market for Foot Stickers. For the product’s promotion consider advertising through television and social media or other online platforms available since analysis shows us that 83.6% of respondents spend their leisure time engaging in these leisure activities. Initially advertisement campaigns can happen through the free online portals available (Facebook, Twitter, Instagram and Blogs) to generate awareness of the product.

14. It is important the product must not cause any discomfort to the consumer, it must be easy to apply onto the feet and remove. It should be made in such a way that it makes shoes more comfortable to wear – because the data shows us comfort is the most important factor when consumers buy footwear. A lot of footwear available in the market today have been designed keeping aesthetical appeal in mind and not comfort. Women still do sometimes wear this kind of footwear and Foot Stickers must aim to make sure that the discomfort is minimised with their product. As a short term plan; we recommend selling the products in medical outlets or tying up with shoe brands which would sell Foot Stickers alongside their regular merchandise.

15. Data shows that the product at the rate of 30 Rupees per pack is priced well. But when selling through other retail outlets will have to be priced at a lower rate. The advantage of selling through already existing retailers is that initial capital for setting up a company is not required and that they can sell a bulk of products at a much faster rate (wholesale) After a considerable amount of time retailing through these outlets, Foot Stickers can consider building a brand of their own selling and this product exclusively under the brand and also launching a new range of other products catering to one’s foot care needs.