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VKC SMARTAK FOOTCARE PVT. LTD.
Submitted by VINAYAK.S Register Number 11YUCMA0171 In partial fulfillment of the requirements for the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Of BANGALORE UNIVERSITY
August 2012 DEPARTMENT OF MANAGEMENT STUDIES
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CHAPTER CHAPTER 1 INTRODUCTION
INTRODUCTION TO THE STUDY OBJECTIVE OF THE STUDY SCOPE OFTHE STUDY LIMITATIONS OF THE STUDY CHAPTER 2 INDUSTRIAL PROFILE (FOOTWEAR INDUSTRY) FOOTWEAR INDUSTRY FOOTWEAR HISTORY INDIAN FOOTWEAR INDUSTRY OVERVIEW OF INDIAN FOOTWEAR INDUSTRY STATE SCENARIO COMPONENTS OF INDIAN FOOTWEAR INDUSTRY CHAPTER 3 COMPANY PROFILE VKC GROUP OF COMPANIES COMPANY PROFILE OF SMARTAK FOOTWEAR PVT. LTD PRODUCT PROFILE ORGANISATIONAL STRUCTURE
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CHAPTER 4 DEPARTMENT PROIFLE • PRODUCTION DEPARTMENT • HUMAN RESOURCE DEPARTMENT • FINANCE DEPARTMENT • MARKETING DEPARTMENT • MATERIAL DEPARTMENT CHAPTER 5 FINDINGS CONCLUSION
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CHAPTER .1 INTRODUCTION
INTRODUCTION TO THE STUDY:
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Footwear is estimated to have started its long history of human use during the ice age some 5 million years ago. Unkind weather conditions are said to have created the necessity of the footwear. Other evidences show that the footwear came to use at the end of the Paleolithic period, at about the same period the early humans learned the art of leather training. Early pieces of footwear made of wrappings, usually made of leather or dried grass. Later on they were developed from an oval piece of leather which is bound by piece of strong leather throngs. The images also show that in Egypt, footwear depicted power and class. The Egyptian sandals were crafted using straw, papyrus or palm fiber. The Egyptian women started to adorn their footwear with precious stones and jewels during later periods. Footwear is demanded by all people no matter what income group they belong to. Middle income group prefer low cost, durable footwear that can go through all sorts of wear and tear in all domestic conditions whereas high income people prefer fashion oriented footwear. VKC footwear is preferred by all income groups. VKC footwear is preferred because of its low cost, wearing comfort and high durability in all the seasons. VKC is one of the most popular brands amongst sandals. It has already been launched several trendy models and has several brands under its belt. The product produced by VKC satisfies the needs and wants of people belonging to all the income classes. Even teenagers are customers of the attractive and unique designs of VKC.
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OBJECTIVES OF THE STUDY
• Primary objectives of the project are the overall study of an organization. • To know about the production activities of an organization • To know the activities of the human resource department.
• To know about the production process in the organization. • To analyze the structure of the organization. • To assess the performance of the production department. • To study the relationship between the employees and the employer.
SCOPE OF THE STUDY:
The scope of the study is to know about the process of production department and the human resource department. To learn in detail, also about the other departments in the company producing all kind of footwear.
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• • • Time period of the study is very short. The area under study is limited to only one district. Some of the retailers are reluctant to disclose some details due to their busy schedules. • There may be error due to respondents.
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CHAPTER 2 INDUSTRY PROFILE (FOOTWEAR INDUSTRY)
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INDUSTRY PROFILE HISTORY OF FOOTWEAR:
Spanish cave paintings from more than 10000 years ago show humans with animal skins wrapped around their feet. The body of a well preserved iceman nearly 5000 years old wears leather foot coverings stuffed with straw. Shoes in some form or other have been around for a long time. The evolution of foot coverings, from sandal to present day athletic shoes that are marvels of engineering continues even today as we find new materials which are used to cover our feet. Did the shoe really change over the years though? We are still wearing the sandals which are the oldest foot covering known to us. Moccasins are still readily available in the form of a loafer. In fact, many of the shoes we wear today can be traced back to another era. The Cuban heel may have been named for the dance craze of the 1920’s but the shape can be seen along before that time. Platform soles, which are one of the most recognizable features of footwear in the 1970’s and 1990’s, were a necessary to keep the feet off of the dirty streets. Today, they are worn strictly for the sake of a growing trend in fashion. The Pauline, ridiculously long toes is not that different from the winkle pickers worn in the 1960’s. If one can deduce that basic shoe shapes have only evolved so much, it is necessary to discover why this happened. It is surely not due to a lack of
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imagination but the colors and materials of shoes today demonstrate that. Looking at shoes from different parts of the world, one can see undeniable similarities. While the Venetians were wearing a chorine, the Japanese balanced on high soled wooden shoes called “Get”. Though the shape is slightly different, the idea remains the same. The Venetians had no contact with Japanese, so copied in their culture. Some European women and men from the past bound their feet with tape and squashed them into super tight shoes. In fact, a survey from early 1990’s reported that 88% of American women wear shoes that are small.
Footwear consists of garments worn on the feet, for fashion, protection against the environment, and adornment. Being barefoot is commonly associated with poverty, but some cultures chose not to wear footwear at least in some situations. Socks and other hosiery are usually worn between the feet and other footwear, less often with sandals and flip flops (thongs). Footwear is sometimes associated with fetishism, particularly in some fashions in shoes, including boots. Durable shoes are a relatively recent invention, though many ancient civilizations wore ornamental footwear. Many ancient civilizations saw no need for footwear. The Romans saw clothing and footwear as signs of power and status in society, and most Romans wore footwear, while slaves and peasants remained barefoot. The Middle Ages saw the rise of high-heeled shoes, also associated with power, and the desire to look larger than life, and artwork often depicted someone barefoot as a symbol of poverty. Bare feet are also seen as a sign of humility and
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respect, and adherents of many religions worship or mourn barefoot, or remove their shoes as a sign of respect towards someone of higher standing. In some cultures, it is customary for people to remove their shoes before entering a home, and some religious communities require shoes to be removed before entering a building which they regard as holy, such as a temple.
FOOTWEAR MATERALS: • LEATHER • PLASTIC • RUBBER • TEXTILES • WOOD
TYPES OF FOOTWEAR: • BOOTS • SHOES • SANDALS • INDOOR FOOTWEAR • SPECIFIC FOOTWEAR
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• TRADITIONAL FOOTWEAR • SOCKS COMPONENTS OF FOOTWEAR: • GROMMER • SOLE • HEEL • HAIR CUSHION • LACES • THREAD
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INDIAN FOOTWEAR COMPONENT INDUSTRY
The footwear component industry is a segment of leather industry in India. The footwear components which are mainly exported from India are leather shoe uppers and leather unit shoe. The estimated annual production capacity of leather shoe uppers is 112 million pairs. The major production centers are Chennai, Agra, Tamil Nadu. The component industry has enormous opportunities for growth to cater to the increasing production of footwear of various types, both for export and domestic markets. Nearly 75% of the total exports of footwear components that India exports are from UK, France and Portugal. In the year 1999-2000, India exported footwear components for 38 million on pairs mainly consisting of leather shoe uppers, unit soles etc.
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OVERVIEW OF INDIAN FOOTWEAR
The footwear industry is a significant segment of the leather industry in India. India ranks second amongst the footwear producing countries next to China. Global Footwear Manufacturing Industry is expected increase by 0.8% in 2010 to $126.9 billion and is expected to increase to a staggering $196 billion by the year 2015. In 1999 the global import value was around $43.27 billion. India’s export of leather footwear touched $331 billion US in 1999-2000, recording an increase of 3.29% over the preceding year. India thus holds share of 1.25% in the global import of leather footwear. The major markets are USA, UK, Italy, Russia etc.
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JUNIOR EXECUTIVE PERSONNEL
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COMPANY PROFILE VKC GROUP OF COMPANIES
“VKC group of companies are the leading footwear manufacturers especially in southern region of India. The group established on (August17) 1984 with a nominal capital and few employees. In 1984 the founder of the group Mr. V.K.C. Mammed Koya started a Hawai Sheet manufacturing unit with his two brothers. Later on Hawai straps were also inducted to the production line and in 1986 VKC group launched the first product with its own brand name in the market viz. VKC Hawai with an initial production of 600 pairs per day. By 1989 the production increased to 5000 pairs a day and by 1996 it jumped to 17000 pairs. In between, the founder initiated the floating of the first RPVC footwear manufacturing unit in the Malabar Area of Kerala state with few of his friends. This product also got very good acceptance in the market. The success of the first unit and the RPVC unit gave a signal to the business community and the vast
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potential was seen by the various industrialists. This resulted in a rapid change in the footwear industry itself. Within a few years the number of Rubber and RPVC unit grew to more than 80 in this area. In 1994 the group ventured the first unit in Kerala to manufacture footwear from virgin PVC. This resulted in a big change and the multinational brands felt competitions from the local brands. In 1998 the group started the first Micro Cellular PVC footwear in Kerala with imported plant and machinery. “Quality at low price” made the VKC groups products popular in the market day by day. It also expanded its market to other southern states. In 2001 the group started the first Air Injected PVC DIP footwear manufacturing unit in the South India. In 2003 the group ventured the first Injected EVA manufacturing unit in South –Central India. In 2006 the group started backward integration to produce EVA compound for Injection and started the first EVA compounding plant in the South –Central India. The unit went in 2007 the group started manufacturing of PU DIP footwear. During this period new bloods with technical, commercial and practical knowledge were inducted and now the group consists of 25 working Directors and 100 share holders spread over 16 various units. And have annual group turnover of Rs.4000 million. More than 4000 employees are working in these units. The company had achieved a prominent position in the footwear market of India. The main markets, which are concentrated by the company, are Kerala, Tamil Nadu and Karnataka.The good quality and variety in models of VKC products help the companies to face the market competition. The company has been able to maintain the quality of the products by adopting foreign technologies.
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The group is now looking for further avenues in the field of footwear to stretch their hands. Who We Are: Our Vision, Mission and Motto Vision To provide quality products to the customer at an affordable price. Mission To meet the market demand and to achieve a prominent position in the Footwear industry. Motto “Quality products at Affordable Price” The Head Quarter of VKC group is in CALICUT and the plants of VKC group of companies are situated in Kerala, Tamil Nadu, Andra Pradesh and Gujarat. The following are the associate companies of VKC group. 1. M/s. VEEKESY RUBBER INDUSTRIES PVT.LTD. 2. M/s. VEEKESY ELASTOMERS PVT.LTD. 3. M/s. VEEKESY POLYMERS PVT.LTD. 4. M/s. SANDLON TECHNOLOGIES PVT.LTD. 5. M/s. FORTUNE ELASTOMERS PVT.LTD. 6. M/s. CALTECH POLYMERS PVT.LTD. 7. M/s. SLIPONS INDIA PVT.LTD 8. M/s. DIADORA SHOES PVTLTD. 9. M/s. DIMESCO FOOTCARE INDIA PVT LTD.
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10. M/s. FERRARI SHOES (INDIA) PVT.LTD 11. M/s. VEEKESY FOOTCARE (INDIA) PVT. LTD 12. M/s. FERRERO VINYL TECHNOLOGIES PVT.LTD 13. M/s. MORBIDO VINYL PVT.LTD. 14. M/s. SMARTAK FOOTCARE PVT. LTD. 15. M/s. VKC FOOTSTEPS INDIA PVT.LTD 16. VKC FOOTPRINTS GLOBAL PVT LTD 17. VKC FOOTWEAR INTERNATIONAL PVT LTD 18. M/s VEEKESY SANDALS INDIA PVT LTD
Company Profile of M/s Smartak Footcare Pvt Ltd
M\s Smartak Footcare Pvt Ltd is a group companies of renowned VKC group. It is registered as a Private Limited company and incorporated on 18.07.2006 under the companies Act 1956. The commercial production of the company was started on 15.02.2007. The company is located on the side of National Highway 17 at Feroke, Chungam. All affairs and day to day business administration of the firm is vested in the hands of Board of Directors they are in charge of various activities like Production, Finance and Marketing. The board is assisted by qualified administrative staffs. The founder of M/s Smartak Footcare Pvt. Ltd is Mr.V.K.C Mammed Koya. The Management of the company now consist Six Directors. The chairman of the
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company Mr. VKC Mammed Koya, managing director Mr. V. Abdul Razak is a post graduate in business administration having more than 25 years experience in footwear manufacturing including project implementation. M/s. Smartak Footcare Pvt. Ltd caters extend its markets all over Kerala. The company has a good market for their products. M/s Smartak Footcare Pvt. Ltd is the first company in VKC group for the manufacture of PU footwear. The company adopts Taiwan Technology for manufacturing of PU footwear. Annual production capacity including the licensed agreement is 36,00,000 pairs. The production process is line production process whereby materials are put through a refining process to produce end-product through sequential operations. The product group consists of footwear for gents, ladies and kids. The company market PU Footwear under the brand name “Smartak”. The aggressive marketing techniques adopted by the company through various media coupled with consistent quality of the product at affordable price opened new era of light weight footwear in Kerala market replacing conventional products and other well established brands in this segment. Apart from Kerala the company has a good market for their products in Tamil Nadu, Karnataka, Andhra Pradesh, Maharashtra, Gujarat and Orissa. As we are manufacturers of footwear, we focus mainly on production process of the organization. The function of the production department is to produce products on time, to the required quality levels, at the defined product cost. The main advantage of the company is the implementation of Taiwan technology for the injection moulding process. We have both automated and manual machines for production of footwear’s. The quality of the imported Synthetic leather, imported by us helps from the problem of smelling due to
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sweatiness and wetness, which is seen in ordinary leathers. The finish, comfort, and elegances are highly superior when compared to the ordinary leather. The production process is line production process whereby materials are put through a refining process to produce end-product through sequential operations. Of major concern to the production manager is monthly output. Production managers have monthly targets which they are expected to strive to meet or exceed. The production department of M\s Smartak Foot care Pvt. Ltd comprises of well experienced staff members starting from functional head, department head, coordinator, supervisors, shift engineers, machine operators, pouring men and workers. Production department also aims at maintaining the quality of products been produced. Every employee is expected to take responsibility for managing quality issues in order to make sure that waste is minimized and quality maximized. Quality checking and assurance is carried out every day on a number of occasions to ensure that the production process is working efficiently and effectively. We use different machines to produce footwear’s. The company purchases footwear moulds from Taiwan, China, and Italy. This will help the company to assure high quality finished product. Most of our machines are imported from abroad. PU Rotary Machine, PU Conveyor, Chiller Machine, Air drier, Generator, Air Compressor, Trimming Machine, Packing Conveyor, Box Strapping Machine, Heating Chamber. M\s Smartak Foot care Pvt. Ltd has succeeded in withstanding stiff competition from the parallel manufactures because of the superior quality of the products at reasonable price.
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Other than production and quality checking, production department performs one more function. That is packing of finished products into cartons. A set of workers are assigned to pack finished products into specified cartons or boxes according to their name and size. Before packing quality is again checked by the workers. After packing all these cartons are sent to stock room for storing so that it can be sent to dealers directly according to the order placed
The VKC Group has followed the trend of making new brands according to the condition and the movement of products within the market. This has resulted in a number of products and had a number of choices for the customers. At times, their own products had competition. The company has more than 10 brands in all the segments. The products range from footwear for small children to old age people including teenagers and middle aged people. The company makes all the products considering men and women from children to old age people. It includes footwear for both categories. The company concentrates on footwear only. VKC is one of the most popular brands among footwear’s. It already has introduced several brands and models of footwear. The product segment of VKC satisfies customers of all aged groups. The products produced from VKC groups are SMARTAK which is an accepted brand of VKC. It has a high brand value because of its quality and
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affordable price. Its material is made of 100% synthetic leather and sole is made of polymer. The mainly used materials are PVC & PU. The price split up of SMARTAK can be given as:• Labor charge • Profit for wholesalers and retailers • Advertisement and Promotion cost • Profit to the company • Raw materials and other cost : 10% : 35% : 5% : 10% : 40%
The main raw materials used for the production of SMARTAK FOOTCARE are as given below: PU: PVC: PVC RESIN DOP
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ISO POLYON PU ADDITIVE COLOURING AGENT
NROX FYNOLGO BLOWING AGENT STEARIC ACIDS PVC COMPOUND MASTER BATH SILICA SHOE SHINER BEAROSTEAH MEK
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CHAPTER 4 DEPARTMENT PROFILE
1. PRODUCTION DEPARTMENT PRODUCTION PROCESS:
POLIYOL AND COLOUR MIXING ISO CINATE
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POURING TO MOULD
SEMI FINISHED FOOTWEAR
GOOD CONDITION FOOTWEARS
PACKING AND PRICE STICKING PROCESS
The production department of M/S SMARTAK FOOTCARE Pvt. Ltd comprises of well experienced staff members starting from functional head, coordSinator, supervisors, shift engineers, machine operators, pouring men and workers. Production department also aims at maintaining quality of products been produced. Every employee is expected to take responsibility for managing quality
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of products for managing quality issues in order to make sure that wastage is minimized. Quality checking and assurance is carried out every day on a number of occasions to ensure that the production process is working effectively.
PRODUCTION PLANNING AND CONTROL
In M/S Smartak Foot care Pvt.Ltd. Production starts with product development and designing.
PRODUCT DEVELOPMENT AND DESIGNIING
There is a product design for the VKC group. The executive director gives some general idea about the product designers. He is a well knowledged person
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about the Indian footwear market. He is passing through different footwear designing for the last 8 years. By getting a general idea from the executive director, he starts with his work. He develops a design and model based on his talent and experience in the footwear industry. Then he sent to the executive director by detailed analysis more with the design. The sketch of the particulars model is drawn on papers and it is used for making die.
PRODUCTION PROCESS MOULDING DIE
Diea are the special type of aluminum boxes particularly designed for pouring mixed PVC sole material and shaping the sole of chapel. In organization the production consist with unit 6 inch, 7 inch, 8 inch, 9 inch. For this four items production department need 8 dies. One pair die for each item Smaratak is using strong aluminum compounds are alumina silicates, one die cost about Rs.1 Lakh. Aluminum die is used for maintaining uniform level of heat to the poured raw material. Die gives shape to the sole of the chapel. So it is easy to lower part of the sole by using grip design.
I.MIXING OF RAW MATERIAL
The real production process starts with the help of renewal die. The production of sole part of the chapel starts with inputs. Main inputs are silica, PVC resin, delphinine and colors, the mixing of these items are done by the chief chemist of the production department. He is authorized by the executive director for the mixing section. He made the proportion of each items in the raw material. The major part of the raw material is PVC resin. It is one of the important
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byproduct of petroleum. It is mainly purchased from Delhi and Jamshedpur. Silica, used for glass making is used for thickening of the sole. Colors are used for getting specified mixing of particular shade.
INPUTING OF MATERIALS
After mixing the materials, raw materials are pouring in to the high speed mixer machines. It is a special type of machine imported from Taiwan with foreign technology. It is a 40 kg circular shaped special type of PVC material mixer machine having outer side fabricated with MS plate and inside coating of stainless steel fabricated body and SS blade for long life. It is a semi-automatic machine imported entirely for making the sole of the chapel. Mixed raw materials are reconverted liquid shade and imputed in to the specified die. The liquid take time to become a jelly like model. After analyzing this process by a production supervisor, the mixed material is passed into the specified dies. The 8 dies are controlled by an injection machine. At a time the dies are rotating one by one, this process is done at 200 degree temperature. After hearing process the die will pass through the water cooling process. Normal water is used for cooling. After the preplanned timing in the machine the process is over and the sole is ready with specified manner.
II. UPPER CUTTING PROCESS
The production of the organization, 3 processes are taking place at the same time. One is the making of the raw material which is already mentioned. The next is the upper cutting process and the other i.e. the insole cutting process. Each of these activities are interrelated and without the successful accomplishment of each one the production process and output will not be done.
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Upper cutting process is concentrated with cutting of leather past in to required length which is already designed by the production designers. The upper part is consisting of synthetic material. It is a machine imported from Taiwan that is used for this process. The machine is suitable for the material with thickness of more than 0.03mm which is conventional leather. Its is compact of little space of 1/4hp of simple operating. The cementing amount can be freely adjusted even average equality of adhesions and tension can be achieved for sheet is cut in one time in the semiautomatic machines. The Rexene sheet is cut with the help of dye and the new shape of the Rexene looks like a strap model. Edge clearances and shaping of the strap is done by the machine itself.
The stitching department is suited on the first floor of the production layout, very near to the cutting machine. After the cutting of the upper part the Rexene is ready to transfer to stitching. The departments consist of 6 different types of machines with different thickness capacity. All the machines are branded with a name “JUMBO KING”. The edge of the strap and the upper is stitched by stitching machine with the help of a machine is suitable with relating powers and the rotating areas are designed and pre-programmed by the operator by the help of digital touch screens (DTS), the operator can change the rotating position of the machine by changing the position in the touch screen. The stitching is done by direct control of the supervisor.
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After stitching the next part of the process is concerned with glue spreading. The upper part of the strap and sole is stitched in the stitching section and then it is transferred to glue spreading. The glues are spread with the help of machines.
After completing the stitching and the moldings work on the strap and the upper, it is then transferred to gum spreading. Glues are purchased from Delhi and Jamshedpur. Some of the mixes are imported from the Middle Eastern countries. Glue spreading takes place with the help of newly advanced machines which are semi automatic in nature. Uniform spreading of glue in all the parts are possible with the help of the machine.
In the production process three jobs are taking place simultaneously. The third category is concerned with the cutting of insole part of the sandals. Insole part is stitched with the upper strap. Insole cutting is done with the help of dye. Dye are leveled in a specified manner for each item, i.e, for 7 th inch divided based on the dye specification.
This process refers to leveling the surface of the upper sole for the purpose of stitching with the sole. Embossing is normally done with the help of the machine. The main aim if embossing process is to deal with affixing the insole part
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and gripping the stick to the sole part. This is an important stage in the production process.
This process is concerned with printing the price on the insole of the sandal. It is usually done in the middle part of the sole. This activity is taking place with the help of a semi-automatic machine. The colors are use in accordance with the color of the sole. If the color is brown price printing is done using yellow color.
After printing the insole the next process is concerned with spreading of glue on the insole, by the help of machine a uniform spreading of gum is possible to all the insole parts. If the employees do it it’ll take more time and hence machines are used to complete the job. Glues used are mixed in certain proportions.
UPPER AND INSOLE TOGETHER FIXING:
After spreading glue to the insole part, wait a little while for the process to take place. The affix the upper and the insole part together and wait for some more time for the affixation to be strong. If the together fixing is over then 60% of the production process is over. The end product of third activity is directly inputted into the dye with a pre-determined standard. The 2nd and 3rd activity combined with together and semi finished results of these activities are concerned with upper part of the sandal. After making the upper part with the help of machines then the final processing begins.
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UPPER AND INSOLE FITTINGS:
Upper parts of the sandal outputted into the lower part of the aluminum dye and rounded it into a fully automatic air rejection moldings machine. It is a machine specialized with Direct Injection Processing (DIP). The dye process includes both heating and cooling process.
HEATING AND COOLING OF DYE:
This activity is concerned with injection and applying certain levels of heat to the dye. The heat injection processing is done with 200 0C heats and cooling process is done after that. Cooling process is concerned with injection of normal water cooling the dye while undergoing rotation. Cooling is mainly done for the purpose of shaping the sole. After the cooling process the dye is opened and the semi finished product is obtained.
SIDE CUTTING AND EDGE CUTTING:
After the machine section with fully automatic air injection process is over then the sandal is shifted to the edge of the cutting machine. This is a semi automatic cutter machine with a two edged rotating cutting blade. The two edged cutting machine is imported from China and Taiwan. Two machines are specified with two strap edge cutting metal blade and two employees are authorized for operating the machines. The edges are cleared with the help of these machines. The rotating blades are situated on the edge of the machines. These machines are highly advanced and enriched with foreign technology.
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GROUP OF ITEMS:
Dies are mainly of 6inch, 8inch, 9inch. Two dies are needed for one pair of chapel. So grading after production is needed i.e. there is an 8 inch die for 8L (8 left feet) and 8R (8 right feet). Checking of die is usually done at the time of setting the die itself. After grading, the products are put into each pairs. The grouping process ends with this step.
QUALITY CHECKING PROGRAMES:
This is an after production process concerned with human experts checking sandals. The checking of quality is normally performed by quality control which is authorized by the executive director. The checking is completely performed by man power resources and their expertise and experience is a separate quality of the quality checking section. The main problems arising out of production is concerned with air [problems. By introduction of direct injecting processing (DIP) technology they have achieved a good result with less defects in the total production. Normal problems arising are the air in the sole. They can avoid air b y mankind small holes in the sole part at the time of production process. If there is any variation in the material, the production manager can rectify the problem by direct supervision and control. He is responsible for the total quality of the product and he can achieve the out [it with standards set at each stages of production. The desired level of performance at each stage is decided by the management.
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The company uses different machines to produce footwear. The company purchase footwear moulds from Taiwan, China and Italy. This will help the company to assure high quality of products. Most of the machines in the company are imported from abroad. PU rotary machines, PU conveyor, Chiller machine, air drier, generator, air compressor, trimming machine, packing conveyor, box strapping machine, heating chamber. M/S Smartak footcare Pvt. Ltd has succeeded in withstanding stiff competing from the parallel manufacturer because of the superior quality of the products at reasonable prices.
LIST OF MACHINES
• High speed mixer machines • Fully automatic air injection • Air drier • Chiller • Cooling tower • Cementing machine • Box strapping machine • Clicker machine • Generator
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• Conveyor • Stitching machine.
HIGH SPEED MIXER MACHINES
40 Kg capacity of special type PVC compounding mixture machine having an outer side fabricated with capital MS plate and inside chamber of stainless steel sheet. Water cooling attachment for PVC compounding discharge from mixer and 20 HP-Ac , three phase boards.
FULLY AUTOMATIC AIR INJECTION MOULDING MACHINE
PVC direct injection soling machines. Electricity saving mould – clamping deviser. This system saves energy by 30% than the traditional pressure holding mould clamping style and prolongs the service life of hydraulic pump by using large hydraulic cylinder. Multiple function used for triangular, quadrangular and air facilitated apparatus injection mould and installed ice water cooling system.
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High tech LCD display , conventional and direct talks - easy to operate 3750 pairs are produced every day. Made in Taiwan
Made in Taiwan
The machine is suitable for the material with thickness of more than 0.3mm as conventional leather, wrapping heal, insole and shoe pad paper etc.
Compact and little space occupied.
Equip with poser glue circulating devices and enclosed clamber, so that it is trouble free of power glue hardening or disbursing
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The cementing amount can be freely adjusted; even the average equality of additions and tension can be advanced.
Saving labor and cementing amount, advanced productivity reduces cost, durable and rugged, high performance.
Auto cementing and edge of material not dipped for which the products, cleanliness and beauty can be assured.
Strap dispenser supplies strap dispenser which supplies strapping material to the strapping head. It is located inside the cabinet on the lower left-hand side.
A friction breaker is provided to limit overrun of strap.
Grip the grip hold, the lead end of strap beneath the anvil while the reminder of the strap is being tensioned around the package.
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Welding of strap is facilitated in the process.
Packing release after a short weld cooled period (Necessary to avoid welded ends from popping open) the package is released.
Operator’s control the electrical control panel which consists of the main owner on-off switch feed length timer and reset switch.
COMPONENTS OF VKC SMARTAK
1565 PULLY BLACK A BUCKLE A KATA BUCKLE PF1105BLACK BUCKLE
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CAPSULE KHADI-18MM CAPSULE KHADI-16MM RIVET 7MM SMARTAK NICKEL PLATE (LETTER PLATE) STONE RIVET TRAINGLE KHADI- SILVER VKC LETTER PLATE TOP BUTTON BLACK SHOE TRIM ANGOOTA TAPE CREAM 14MM ANGOOTA TAPE MEHANDI 12MM ELASTIC TAPE BLACK & CREAM 18MM ELASTIC TAPE BLACK & CREAM 42MM HOOK BK-18MM LOOP BK-18MM HOOK BG-25MM
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LOOP BG-25MM HOOK BK-25MM LOOP BK-25MM HOOK BR-25MM LOOP BR-25MM NARROW WOVEN FABRIC DESIGN N-122 MHD/YLO-25MM ELASTIC 12MM NARROW WOVEN ELASTIC BLACK/WT-20MM NARROW WOVEN ELASTIC NARROW WOVEN ELASTIC RED/WT-20MM NARROW WOVEN FABRIC DESIGN BK/WT-10MM NARROW WOVEN FABRIC DESIGN BK/WT-10MM-THICK NARROW WOVEN FABRIC DESIGN N-51 BK/WT-25MM NARROW WOVEN FABRIC DESIGN-GREY NARROW WOVEN FABRIC DESIGN-RED+GREY NARROW WOVEN FABRIC DESIGN RD/BK-10MM-THICK
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PVC PIPE-10MM PVC PIPE-15MM PVC PIPE-6MM PVC PIPE-7MM PVC PIPE-8MM PVC PIPE-11MM RUBBER LABEL-STRAP END THREAD- 9023/GREEN THREAD-B9520 B9818/MOUSE-SENTS THREAD-B9540 B13353/BROWN THREAD-B9540 B9861/GREY THREAD Z002041 THREAD Z060241 THREAD Z0605 THREAD Z0817 THREAD- B59540 BLACK
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THREAD-B9540 NATURAL THREAD-GREY-GENTS THREAD CHERRY FLOWER RUBBER LABEL PINK
LABEL 9*11 BLACK RED ANGOOTA TAPE BLACK 14MM ANGOOTA TAPE CREAM 6MM
After production process, the next level of activity is packaging. Packaging department is the department which makes production process to the final stage. The process is supervised by automatic conveyors. After grouping the
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sandals, its then very near to the production centre. The space allotted to the packing centre and the movement of worker within the side of the conveyor system. In the starting place of the packaging department there is a shelf with each pair of sandal. The shelf has seven racks and each is occupied with same type of sandal i.e. 7 inch ladies sandals are placed in one shelf, and left item and right item of each pair is placed in the same place on the shelf, so the packing process is very easy without much delay and confusion. There are different processes carried out in the packing centre which is discussed below:
Conveyor belt is an automatic moving belt for packing of items in the production centre. Each pairs of sandals are moving from starting point of the conveyor belt and end with a complete packing process. This belt is operated by the help of powerful machines. The first process of the packing activities is to start with placing the sandals on the conveyor belt and it undergoes different treatments at different levels.
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In the conveyor belt ordering of each pair of item is performed in the training process. It is concerned with the leveling and ordering of each pair of sandals.
UPPER AND SOLE CLEANING
After the trimming process next is cleaning of upper and sole part of the sandal. The product has undergone different activities in the production centre, so there is a chance for dust and chemicals in the final output. This is cleaned in the next step.
Tag is a thin plastic thread which is found and with the label. Label is a strip of paper which shows some information and directions to use the sandal. The tag is bound in a spot on the upper sole and one tag is needed for one pair. This normally attached to the right item of the pair.
PACKING INTO SMALL CARTONS
Cartons are hard board boxes used for packing a pair of item. After tag fitting one unit is packed in a small carton. The carton is then labeled with the companies’ advertisement and sticker. Each carton looks same and is designed in a very color full manner.
FIXING SIZE AND PRICE STICKERS IN THE CARTON
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After packing the product into the carton the next process is concerned with affixing details about size normally (7, 8,10) and price for the sticker is stuck on the carton. Another sticker mentioning the color of the product, normally black or brown. The stickers used are of different types. 1) Price sticker 2) Size sticker 3) Color sticker
PACKING INTO MASTER CARTON:
Master carton is the big pasteboard boxes used to pack each box of item. A master carton contains 50 boxes. Each master carton is enriched with labels and stickers of the organization. Master packing is of two types. The exporting item is packed with different article no and normally using thickened pasteboard for safety. The product for domestic purpose is in a normal carton.
FINAL CHECKING UP IN PAIRS - ART.NO. , SIZE AND PRICE:
After enclosing the products into a master carton a final verification is needed about art. No and price sticker. They make a close observation about factors on the master carton especially for exporting items,
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UPPER & SOLE CLEANING
PACKING INTO SMALL CARTON
FIXING SIZE AND PRICE STICKER IN SMALL CARTON PACKING INTO MASTER MATERIAL
FINAL CHECKUP IN PAIRS, ART NO., SIZE AND PRICE BOX STRAPPING
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Finance is the heart of the business. Its functioning efficiency directly affects the rise and fall of a business. It is possible to survive, for a while at least, without an effective marketing plan poor human resource management and indeed a poorly designed business. Finance is very essential for a smooth running of the business. If there is no finance there is no business. Finance is needed to promote or establish the business acquire fixed assets, make investigation such as market surveys etc. develop product keep men and machine at work, encourage management to make progress and create value. These departments are crucial to the financial well being of the company and ensure that there is money for that today operations and overseas investment strategies for future growth. The finance department of a company is answerable for all the financial aspects of a company. To achieve these objectives, accounting, finance, tax and other financial areas and developing data warehouses collective with sophisticated analytics to serve the needs of the entire enterprise. We suffer to this advanced decision support capability for finance as financial analytics. This article examines the evolution of fin analytical analytics and its effect on the state of data warehousing. These departments are crucial for the financial well being of a company and ensure that there is money for day to day operations and oversea investment strategies for future growth. A finance department mainly has three major functions. • To provide strategic financial support regarding operational and general business planning.
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• To provide daily financial service functions • To meet and surplus the internal and external needs and financial reporting requirements of the company at large. The finance department generally focuses on providing relevant information for upper level management. Such information is crucial in determining how a company can make better financial decision. When it come to reviewing the company’s overall practices and efforts the finance department is key. A finance department will work cohesively with the company to build a corporate environment that will be able to use the financial resources of the company in order to ensure that the desired level of customer satisfaction is met.
FINANCE AND ADMINISTRATION
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OVERVIEW OF FINANCE DEPARTMENT:
Normal capital of the company is Profit of 2011-2012 is Investment for the coming year Annual turnover of the company for the last financial year Advertisement cost of the company Transportation cost of the company The organization is financially stable and has the CRISIL SE 2A rating.
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HUMAN RESOURCE DEPARTMENT
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HUMAN RESOURCE DEPARTMENT:
The essential job of management of any organization is the effective utilization of available human resource for the achievement of organizational objectives. Departments are the entities of organizations which are formed to organize people reporting relationships and work in a way that best supports the accomplishment of the organizations goals. The departments are usually organized by functions such as human resource, marketing, administration and sales, but a department can also be organized in any way that makes sense for the customer. Departments can also be organized by customer, by product or by region of the world. The human resources of an organization consist of all people who perform its activities. Human resource management (HRM) is concerned with the personal policies and managerial practices and systems that influence the workforce in broader terms, all decisions that affect the work force of the organization concern the HRM function. The activities involved in HRM function are pervasive throughout the organization. Line managers typically spend more than 50% of their time for human resource activities such as hiring evaluating disciplining and scheduling employees.HRM specialist help organizations with all activities related to staffing and maintaining an effective workforce. Major HRM responsibilities include work design job analysis, training and development, recruiting, compensation, team building, performance management and appraisal, worker health and safety issues as well as identifying or developing valid methods for selecting staff.HRM departments provide the tools, data and processes that are used by line managers in their HRM component of their job.
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“The HRM focus should always be on maintaining and ideally expanding the customer base while maintaining and ideally maximizing the profit. HRM has a whole lot to do with this focus regardless of the size of the business or the products or service that you are trying to sell (Dr. James Spain, Former head of Executive development at TRIBUNE COMPANY). HRM is involved in managing the human resources with a focus on expanding customer base that gives profit to the company. The bottom line of the company is the focus of the HRM department as well as the function.
ACTIVITES OF HUMAN RESOURCE MANAGEMENT:
The activities performed by HRM professionals fall under 5 major domains: • Organizational design • Staffing • Performance management • Employee and organizational development • Reward systems, benefits and compliances.
Acquiring human resource capability should begin with organizational analysis and design. Organizational design involves the arrangement of work tasks based on the interaction of the people, technology and the task to be performed in the context of the objectives, goals and the strategic plan of the organization. HRM activities
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such as human resource planning, job, work analysis, organizational restructuring, job design, team building, computerization and worker machine interfaces fall under this domain. Recruitment, employee orientation, selection, promotion and termination are among the activities that fit into the staffing domain. The performance management domain includes assessments of individuals and teams to measure and to improve work performance. Employee training and development programs are concerned establishing, fostering and maintaining employee skill based on organizational and employee needs. Reward system’s benefits and compliance have to do with any type of reward or benefit that may be available to the employees. Labor law, health and safety issues and unemployment policy fall under compliance component. The following trends have an effect on human resource management function and department. The importance of HRM increased due to some of them and the practices of HRM to some extend is due to some of them. The following trends have an effect on HRM function and department. The importance of HRM increased due to some of them and the practices of HRM are affected due to some of them. • Increased globalization of the company. • Technological changes and environmental changes. • The need to be flexible in response to business changes. • Increase in litigation related to HRM.
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• Changing characteristics of the workforce.
PERSONAL DEPARTMENT OF SMARTAK FOOTCARE PVT. LTD
Personnel department of the firm is concerned with workers and their supervisors in the production centers and offices. This department has a crucial role in the organization. The production process and other important functions are only done through the help of human resources. The employees in the organization are always ready to dedicate their caliber for the effective working of the organization. The company always maintains good employer employee relationships. The company has a major advantage of not having a trade union; this is because most of the workers are from other states. So there are no strikes, labor absenteeism and other workforce related problems.
BENEFITS AND SCHEMES FOR THE EMPLOYEES OF THE FIRM:
The basic objective of any incentive plan is to increase the production by giving an inducement to the workers in the form of benefits. In SMARTAK FOOTCARE PVT. LTD the employees are getting the following benefits given below:
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• Bonus • ESI scheme • Employee provident fund • Festival holiday allowances • Annual leave • Accommodation for the employees
METHOD OF WAGE PAYMENT
Time wage payment: The time wage payment system is applicable in case of workers.
OVERVIEW OF HR DEPARTMENT:
• Total number of this organization is 159 • 30 ladies and 129 gents • Most of the employees are from Bihar and Assam. • Average salary ranges from 4000-15000. • Normal timing of an employee is 8am – 5.30pm.
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The Chartered Institute of Marketing defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably. A different concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value. In this context, marketing is defined as "the management process that seeks to maximize returns to shareholders by developing relationships with valued customers and creating a competitive advantage." Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling, Merchandise support. The overall
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process starts with marketing research and goes through market segmentation, business planning and execution, ending with pre- and post-sales promotional activities. It is also related to many of the creative arts. The marketing literature is also adept at re-inventing itself and its vocabulary according to the times and the culture. A formal approach to this customer-focused marketing is known as SIVA (Solution, Information, Value, and Access). This system is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer-centric alternative to the well-known 4Ps supply side model (product, price, placement, promotion) of marketing management.
Promotion → Information Price Place → Value → Access If any of the 4Ps were problematic or were not in the marketing factor of the business, the business could be in trouble and so other companies may appear in the surroundings of the company, so the consumer demand on its products will decrease. After the production the products are being sold in the market according to the orders taken by marketing department. The marketing department studies the market and the target customers, decides the best way to reach their customers, and
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works with the rest of the company to help determine the new product needs of the market by using the 4P’s.The company does continuous market research and one of the main jobs of the marketing department this helps the company in planning and executing marketing strategies for the future. It also helps the company to recognize the buying patterns, habits, popularity of the product, advertising media and also help recognize the market problems and opportunities and work accordingly. The company executives take orders directly from the wholesalers. The company has a very good system for the supply of products to the wholesalers. The process of manufacturing in the company take place through demographic segmentation, as a result the products produced are produced aiming the youngsters, gents and ladies at affordable prices with high quality under the brand name SMARTAK FOOTCARE.
STRUCTURE OTF MARKETING DEPARTMENT
MARKETING DEPARTMENT DEPARTMENT HEAD
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“Marketing is the management process responsible for identifying, anticipating and satisfying the customer’s requirements profitably “ To be the best product in the market the company gives importance to the following aspects:
BRAND NAME: The brand name of the product is SMARTAK
: “BE SMART WITH SMARTAK”
QUALITY: Maintaining the quality under any condition is the main policy of the company
ADVERTISING: The Company treats advertising as the main mode of marketing to improve the scales of their products.
SCHEMES: One of the main marketing techniques of the company is the different schemes for their customers and dealers.
WHOLESALERS MEET: The Company conducts the wholesalers meet at least once a year. By this the company provides an opportunity for the wholesalers to interact with the company and between the dealers. This
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helps to find problems, sort out differences, formulate plans and pave way for future improvement in the respective market.
ORDER TAKING AND COLLECTION: The company executives take the orders directly from the wholesalers rather than opting for intermediaries.
DELIVERY SYSTEM: The Company has a very efficient delivery system for the supply of the finished goods to the wholesalers. The company also provides door delivery system and they are fixed a weekly chart of supply.
The marketing techniques used are:
CHANNELS OF DISTRIBUTION:
Channel of distribution is a set of marketing intermediaries through which the goods flow from the producer to the consumer. The company provides their door delivery system to the wholesalers through company owned vehicles and through different transport vehicles available for rent.
The channel of distribution followed by the company is:
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Sales promotion plays a mjor role for the VKC products. Sales promotion influences the customer for buying the products and also helps to meet competition. It popularizes the product so as to stimulate demand.
• Coupons • Demonstration
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• Contest • Price offer
• • Sales contest Dealer gift
• Turnover allowances
The VKC advertising covers all the activities dealing with giing of publicity regarding goods and services offered for sale.
• TV channels • Newspapers • Magazines • Catalogues, Danglers, Calendars & Stickers
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• Name boards • Hoardings
The advertisements of the products are given in all major TV channels in Malayalam and Tamil languages. The brand ambassador for the product is the famous Malayalam cine artist Kavyamadhavan.
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Market research helps the company in analyzing the buyer’s habits, popularity of the product and the effectiveness of the advertising media. It also helps to collect information about marketing problems and opportunities. The continuous market research has been conducted by the company which helps them in planning and executing marketing strategies for the future course of action.
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PRODUCT LINE OF VKC SMARTAK FOOTCARE PVT. LTD VKC SMARTAK:
SL.NO 1 2 3 4 5 6 7 8 9 10
ITEM 105 106 501 407 405 406 409 408 405 602
COLOUR GR GR BG GR RD BK CHERY BR RD BK/ZBRA
SIZE 5x9 5x9 5x9 5x9 1x4 5x8 5x9 5x9 5x9 5x9
MRP 199.50 199.50 199.50 199.50 189.50 234.50 199.50 199.50 199.50 184.50
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11 12 13 14
201 203 901 601
FBK BR BK GR
5x9 5x9 5x9 5x9
244.50 249.00 248.50 174.50
KIDS 1 2 3 4 201 41 701 702 FBK BR RD BK/GR 1x4 11x13 9x11 1x4 11x13 1x4 11x13 199.50 184.50 194.50 199.50 194.50 199.50 189.50
GENTS 1 2 3 1002 3003 3004 GR/CH BK/BR/GR ASH/BK 7x10 7x10 7x10 274.50 268.50 259.50
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Material department of the organization place order according to the need of the materials that are used for the production. The supervisor or production in charge gives details of the materials required for production process and the duty of the materials department is to make sure that the materials reach in time and are organized so as to reduce the raw material wastage which is main problem in large scale production units.
STRUCTURE OF MATERIALS DEPARTMENT
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REXENE OF SMARTAK
JI-A 0069 CDR-BG JI-A 0069 CDR-GREY 046/1196 JI-A 0069 GM/BRN 026/1196 MI-2315 BSM-BG
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MI-2315 R57TAN2T MI-2315 R57BLACK MI-2389 CDR BK-BK MI-2389 CDR-CREAM MI-2389 GM-E65 S/10369 MI-2389 GM P/32-E/62 GREY-70524 MI-2389 R131 BG-2T MI-2389 R131 LT-GREEN MI-2389 UCS-BG MI-2389 VR-61 M.PERL PI-2389 CDR CREAM PI-2389 SPARCKLE WHITE PI-2389 P-21 RED/BLACK WI-1209/CDR-BG/LINE-PT MI-23028 UCPT P BLACK MI-2389B/R131 S/698 OLIVE GREEN
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MI-2389 GAMM-E44 BROWN 27S/30337 SY.LEATHER JU-0127 C/UCH/BL-092 JU-A 0105 UMW-BG JU-F 0046A/HDMK/R-8 BLACK PUL JU-F 0046/RJI/R8/M.MHD-055/CREAM 014/PUL JU-F 0060/RJI/R8/MHD-034/MHDO16/1007 MU-2322/VX-64 GREEN MU-2369 LUNA-BK MU-2369 UCI-BROWNS MU-24010 MTX BLACK MU-24010 MRN3-PERL MU-24010 R-151 BK-BK MU-24010 UCI GOLDEN MU-24010 UCPT-RED MU-24010 VX-64 GREEN
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MU-5016 R57 IY TAN-2T MU-5025 B/R131/R131 OLIVE GREEN/BG2T MU-5025 GM BLACK MU-5025 GM BROWN MU-5025 R131/BRT S/698+S/60160 MU-5028 E R8/MTI S/80313+S/80306 MU-5066 R57/R131- BLACK MU-5039 A/BSM DKHT-BLACK MU-5039 VR-61/MTX-RED MU-5025 A/VR61+UCI-GREEN MU-5025 A/VR61+UCI-GOLDEN MU-5039 PF-NA OXY RED MU-5039 R8+R131/60172 MU-5039 VR-61+V-64 GREEN MU-5055 GM+R8 BK-BK MU-A 0098 PCOV BLACK
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MU-5036 ARX+BRT S/10457+S/10458 WU-8204 G/PA TENT/R-61 RED WU-8204 R151 BLACK-BLACK MU-5025 GAMM E63/R8 CHERRY+CREAM MU-5025 B UM11/R131 BROWN/BLACK MU-5025/R131+BRT S/30792+BLACK MU-5025/MTI+BRL S/30609+S/3064 MU-5036L/R131+BRT S/20214+S/698
SY.LEATHER JL-A 0090 R8-BG ML-2319 R57 BLACK ML-2319 R57 TAN 2T ML-2368 SX-BLACK ML-24010 UCP BLACK ML-24010 MTX RED ML-2451 R131/OLIVE GREEN
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ML-2451 R8 BLACK ML-2451 R8 BROWN ML-3129L UM11 S/30793 OLIVE 2T ML-2478 VR-61 M.PERL ML-24010 B UM11 BROWN ML-2453/PVR8 BK-BK ML-LB0015/UCPT S/10377
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CHAPTER 5 FINDINGS AND CONCLUSION
The management of the company is highly efficient and well organized. The whole company runs as one single big unit rather than different departments performing on their own. This is reflected on their output also.
The company provides vehicles from its side to supply all the goods to the required areas and this helps in keeping a good relationship with the wholesalers.
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Customer satisfaction is the main criteria of the company and they have achieved the trust and belief of the customers through years of providing quality products at affordable prices.
Quality is the main aspect of the product that the company tries to keep intact rather than its quantity since quality is what matters in today’s market as the customers demand high quality products.
Employee performance is a main reason for the rapid growth of the company. Several highly experienced workers are present in each department who provide knowledge and pass on the skills to younger workers hence maintaining the flow within the company. Company has its main manufacturing units present in Kerala, Tamil nadu, Karnataka.
The company has started to utilize technology from abroad that will enhance the rate of production and improve the quality of the products reducing the wastage of resource. Italian technology is being used in the production of SMARTAK FOOTCARE and also the production unit utilizes Taiwan technology in the production unit.
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The company always maintains a good employee employer relationship and hence reducing the possibility of riots and union problems which may adversely affect the production line by slowing it down.
The company produces goods (footwear) that are high in quality and the price of the product when compared to the other brands in the market is very less. The company also aims at a target population who tend to choose comfort over luxury.
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With organized retail on the rise and increase in the disposable income retailing certainly looks a promising option. Potential opportunity for value added products in the domestic leather market is high; opportunity to cater to the domestic market with a blend of traditional, western fashion can bring in huge market in the footwear segment in India.
VKC is one of the most popular footwear brands in south India. It already has several models of footwear and different brands under it. The product produced by VKC satisfies the needs of the customers who belong to all age groups. The main reason behind the success of their product is because of the low price and high quality. Product development area should be given more importance as change in the market trends should always be kept in mind. The products should move in the market and following the trends can help the company reach great heights.
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SMARTAK FOOTCARE is VKC‘s answer to the change in trend in the market. The brand come under VKC and produces footwear whose price is less and the products seems to move in the market as it its trendy and follows the fashion of the time, this helps in maintaining the existing market demand for the product.
1. Fundamental of business organizations and Managements By. YK BHUSHAN 2. Marketing Management PHILLP KOTLER 3. Website www. Vkc.org.in
4. Annual Report VKC group of companies.
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