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.

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. Types of Shoes

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. 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. 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.  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.  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.  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. 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. 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. 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. 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. 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. 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. 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. 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. Youth
Rate the quality of packaging required for any converse shoe
9%
8%
Average
Good
83%
Better

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. 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. 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. 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. 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. 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. 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. 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. The Outcome
 Logo
 Brand
Design and Colors
Price
Quality and
Durability
Popularity
 Target audience
Availability