GTU’s Enrollment No: 97690592104

A PROJECT REPORT ON
“A STUDY ON CUSTOMER SATISFACTION OF DIGJAM FABRIC” At
It’s who you are

DIGJAM LIMITED, JAMNAGAR
Submitted By:

PIYUSH K. PARMAR (Roll no: A-38)
MBA PROGRAMME 2009-2011 (SEMESTER II)

In partial fulfillment of the requirements for Summer Internship Programmed for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION SHRI JAIRAMBHAI PATEL INSTITUTE OF BUSINESS MANAGEMENT AND COMPUTER APPLICATIONS (NICM-MBA)

Submitted to

GUJARAT TECHNOLOGICAL UNIVERSITY, AHMEDABAD.

Declaration
This project report entitled “(A Study on Customer Satisfaction at Digjam Ltd.)” has been submitted to Gujarat Technological University, Ahmedabad in partial fulfillment for the award of degree of Master of Business Administration. I, the undersigned hereby declare that this report has been completed by me under the guidance of Mr. S.A.LOHANI, (Q.C. Manager) and Prof. NISARG JOSHI (Faculty Member, Shri Jairambhai Patel Institute of Business Management & Computer Applications, Gandhinagar). The report is entirely the result of my own efforts and has not been submitted either in part or whole to any other institute or university for any degree.

Name of the Student with Signature: GTU’s Enrollment No. : 097690592104 Date: Place: GANDHINAGAR

PARMAR PIYUSH KISHORBHAI

i

Shri Jairambhai Patel Institute of Business Management and Computer Applications
(Formerly known as National Institute of Cooperative Management),
Approved by AICTE, New Delhi and Affiliated with Gujarat Technological University

Opposite Amusement Park, Indroda Circle, Gandhinagar - 382 007 Phone: 079 – 23213043, 37 - 38 - 39 Fax : 079 – 23213036 Web: www.nicm.org.in E mail: director_mbanicm@yahoo.com

CERTIFICATE
This is to certify that Piyush K. Parmar, student of MBA (2009-2011 batch) at Post Graduate Centre of Gujarat Technological University – MBA, SJPI has prepared a Summer Internship Project Report on “A STUDY ON CUSTOMER SATISFACTION OF DIGJAM FABRIC” in partial fulfillment of two years full-time MBA Programme of Gujarat Technological University, Ahmedabad. This project work has been undertaken under my supervision and found satisfactory.

Date: ----------------Place: Gandhinagar

Prof. Nisarg Joshi (Core Faculty – MBA Dept. & Project Guide)

iii

B. This training enhanced my particularity on management of industry of the firm in area of marketing.U.B. for including this subject. So I have got maximum knowledge about the management through this effort.” at Jamnagar.A. I am a management student you know manufacturing is more over art. level is to give a perspective about the organization and functioning of the marketing department in industrial units. How much I have benefited in my life through this effort that is the main object or aim.PREFACE I am the student of M. so I am heartily thankful to G. art involves practical so there is no meaning of theoretical study only. so there is also a part of practical study. It means. In this report I have tried my best to cover all the information available from concern unit. I have got through all the major practical aspect of the organization and the same has been depicted in this report. iv . For my practical training. The object of industrial training at M. I have prepared this report of on management of the company. I visited “DIGJAM Ltd. on visit and its work at managerial level as become very clear.T. M.B.A. I have managerial concept with the help of collective information sustaining the theoretical principles. faculty designed in such a way that it depicted all the major functioning of report to clarify various business and construction.A.

I also express my indebtedness to Mr. Nisarg Joshi for their valuable inputs for my project. First of all I would like to express my deepest sense of gratitude to the leading team of DIGJAM LTD. Hence.. DIGJAM LIMITED. guidance and constructive criticism. Jamnagar for granting me permission to carry on my project. valuable suggestion. Through this brief note I would like to acknowledge the help of individuals who have directly or indirectly contributed towards the completion of our project. Jamnagar for providing me an opportunity to carry on my project report in prestigious organization.” S. General Manager & Mr. I also heartily wish my deepest sense of reverence to Shri Sharad Goel for his kind co-operation in each and every way. “Dr. Jamnagar for their kind co-operation. Personnel Manager of DIGJAM LIMITED.ACKNOWLEDGEMENT The successful completion of any project depends upon the co-operation of many individuals. Narendrabhai trivedi. Satish.(PIYUSH PARMAR) v .Junare and my faculty guide Prof. I would like to thank our director Prof. .O. I take this opportunity to put on record my sincere appreciation and gratitude to Shri Lohani sir. Last but not the least I would like to thanks my affectionate parents without whose blessing the study could not have been possible.

employees and shareholders. There are many players in this sector but DIGJAM is a step ahead of them all. They believe that their employees are their most important assets through which they can reach the top in each field they venture into. vi . I hope that the work done by me is satisfactory. Product and Promotion. I am really very thankful to the management at DIGJAM for giving me to an opportunity to undertake a project work in their organization.Figure 1 EXECUTIVE SUMMARY The textile sector is one of the fastest growing sectors in the economy. DIGJAM is committed to satisfy customers by providing quality products and services..e. ‘IT’S WHO YOU ARE’ – they commit themselves to continuous growth so as to fulfill the aspirations of the customers. which give highest value for money. The whole project is based on understanding the two P’s of marketing i.

5 TYPES OF PACKAGING 3.7 TRADE UNION 2.R. I II III IV V VI 1 2 4 5 6 13 14 15 16 19 20 21 22 23 24 25 26 27 29 30 33 37 38 39 40 41 43 45 46 51 52 53 CHAPTER-7-RESEARCH METHODOLOGY 7.6 RANKING OF MEDIA THE UNIT IS IN TOUCH WITH CHAPTER-4-FINANCE DEPARTMENT 4.1 INTRODUCTION 3.2 RECRUITMENT & SELECTION 2.5 QUALITY CONTROL CHAPTER-2-H.1 INTRODUCTION 4.4 TRAINING & DEVELOPMENT 2.DEPARTMENT 2.4 ADVERTISEMENT 3.8 PERFORMANCE APPRAISAL CHAPTER-3-MARKETING DEPARTMENT 3.2 INTRODUCTION 7.1 INTRODUCTION 1.3 PRODUCTION PLANNING & CONTROL 1.2 RAW MATERIAL 1.3 OBJECTIVE 7.1 INTRODUCTION 2.2 MARKETING CHANNEL/DISTRIBUTION CHANNEL 3.6 WAGES AND SALARY 2.4 LIMITATION .5 TRANSFER 2.3 MOTIVATING CHANNEL PARTNER 3.3 INDUCTION 2.TABLE OF CONTENTS TITLE DECLARATION CERTIFICATE FROM THE ORGANIZATION CERTIFICATE FROM THE COLLEGE PREFACE ACKNOLEDGEMENT EXCUTIVE SUMMARY CHAPTER-1-PRODUCTION DEPARTMENT 1.2 SOURCES OF FUND CHAPTER-5-FUTURE PLAN CHAPTER-6-SWOT ANALYSIS PAGE NO.4 PRODUCTION PROCESS 1.1 LITERATURE REVIEW 7.

TITLE PAGE NO.6 DATA ANALYSIS 7.5 DATA COLLECTION 7.8 DATA ANALYSIS & INTERPRETATION 7.10 SUGGESTION CHAPTER-8.7.9 FINDING 7. TITLE PAGE NO. 1 2 LAUNCHING OF DIGJAM’S WINTER COLLECTION WOOL 3 4 LIST OF CHARTS CHART NO. 1 2 INFLUENCE OF MEDIA ON UNIT DATA ANALYSIS TABLE 39 57.BIBLIOGRAPHY CHAPTER-9-ANNEXURE 54 54 55 56 85 86 87 88 LIST OF FIGURES FIGURE NO. 1 2 3 4 5 6 7 8 9 PRODUCTION PROCESS GREY COMBING SPINNING WEAVING FINISHING CONSUMER MARKETING CHANNELS MULTI CHANNEL DISTRIBUTION OF DIGJAM FORMS OF ADVERTISEMENT DATA ANALYSIS CHART 6 7 9 10 11 29 30 38 57-84 LIST OF TABLES TABLE NO.84 . TITLE PAGE NO.7 RESEARCH METHOD 7.

CHAPTER-1 PRODUCTION DEPARTMENT Page | 1 .

place organization and idea. acquisition. or fall within given price ranges. that might satisfy a want or need it includes physical products.1. are marketed through the same types of outlets. This offering becomes the basis upon which the company builds profitable relationships with customers. services persons. “Product is anything that can be offered to a market for attention. Marketing mix planning begins with formulating an offering that brings value to target customers. are sold to the same customer groups. PRODUCTS OF DIGJAM DIGJAM woolen mills produce the fabric which is used for the purpose of making: • • • • Blazers Trousers Sherwani Safari Page | 2 .” Product Mix: Product mix or product assortment consists of all the product lines and items that a particular seller offers for sale. Product Line: A group of products that are closely related because they function in a similar manner.1 INTRODUCTION Product is a key element in the market offering.

The collection comes in superfine merino wool and poly wool in aesthetically designed Checks. Hound’s Tooth and other fancy weaves. The jacketing collection has been specifically designed for the Indian winter and is a must have in your wardrobe. The recently launched techno finish in summer 05 has been very well appreciated in the market. 2500 per meter. This collection boasts of fine finish and excellent quality. and adds to the much wanted class and lavish appeal to one’s personality. both in the domestic as well as the international markets.DIGJAM’S WINTER COLLECTION Figure 1 DIGJAM launched its new collection of fine jacketing fabric. The Free Spirit for winter 05. The company continues to be ingenious in its feet while delivering to the ever-growing and ever-changing demands of the clothing and fashion industry. Page | 3 . 600 to Rs. The prices range from Rs. Specially carved to praise the Indian style of dressing the jacketing collection which has a wide range of fabric to choose from. Herring ones.

basically hair of sheep. Not only the sheep hair but also some amount of rabbit hair. Types of wools:• • • • 22.5 micron Figure 2 Figure 2 Figures 2 Page | 4 .5 micron 17. Polyester is also used as a raw material.2 RAW MATERIALS Woolen fabrics:These are made out of wool. Mink hair is very costly it costs 2 to 3 lacks per meter. camel hair. New Zealand and some parts of South Africa.5 micron 18.5 micron 19. therefore all these types of raw material is used in very small quantity. Wool is a natural product.1. Polyester is a product of crude oil (artificial fiber). The sheep which they use is MARINO SHEEP from Australia. hangora wool and mink (a bird of South Pole) hair is used as a raw material along with sheep hair.

are marketed through the same channels or make up particular price range.1. If existing product satisfies the need of consumers is also a part of product planning? Product Line:A product line is a group of products that are closely related because they perform a similar function are sold to the same customer groups.3 PRODUCT PLANNING Product planning means planning for the product that is to decide what type of product is too produced or what need or requirement the product is to satisfy and for whom the product is meant. DIGJAM LIMITED has three product lines which are used to prepare different types of products:- Woolen fabrics • • Suit length Coat length Worsted fabrics • • Sherwani Safari PV fabric (polyester viscose) • • Blazers Trousers Page | 5 .

1.: 1 Page | 6 .4 PRODUCTION PROCESS The various operations that are carried out at Jamnagar plant are as follows: Chart no.

Production process

GREY COMBING

Chart 2 – Process of Grey Combing

1) Sorting, blending and scouring: - The Greasy wool bales are trapped and sorted to give a proper mix and to remove the solid impurities. It is then scoured to remove the greasy and vegetable impurities.

2) Carding: - The scoured wool is carded and is made in silver form. The impurities like vegetable burrs, dust and very short fibers are removed.

3) Gilling: - In this process the carded wool in the form of silver is treated with faller pins and it is made parallel and weight per meter is regulated.

4) Combing: - Gilled silver with definite weight per meter is combed and short fibers, neps and vegetable matters are removed to get a clean combed silver output.

5) Post Gilling: - Combed silvers are fed to the Gilling Machines and in the last silver output are transferred into shape of ball which is suitable for dyeing and transporting. In the above process the CV% length is achieved in the form of final top.

Page | 7

TOW TO TOP CONVERTER
In this process, polyester tow is cut into required fiber length and converted into top after three gilling operations.

DYEING AND BACK WASHING
This is another high-tech area in Digjam, where fully automatic microprocessor-controlled HP HT Dyeing machines are in operation. Also in use are radio frequency dryer, Vigorous printing and Jet dyeing machines. The dyeing plant has a computerized IBM-based system for color matching.

RECOMBING
In this gilling either pure wool blended tops are gilled and in third phase a predetermined weight per meter is taken as output. The output in silver form is put in cans and fed to comber in this operation blending, fiber blending, removal of short fibers; neps, etc. are carried out. Now this recombed cans are fed into two gilling operations and in the last gill box output is in form of balls. Top is ready for spinning.

Page | 8

Flow chart of spinning department.

Gilling Roving Spinning on Ring frame Single yarn steaming ( to remove the snarling) Single yarn winding(to remove the fault from the yarn) Assembly winding (assemble two single yarn on 1 package) Twisting on TFO(two for one) Double yarn steaming Double yarn winding Visual checking of yarn

Yarn delivers to the godown

Chart no. : 3 spinning process

Page | 9

Chart 4: Process of Weaving Page | 10 . The sulzers are the world’s highest rated weaving equipment. capable of producing the highest quality of fabrics.WEAVING A well-laid out weaving shed houses 116 Sulzer-Ruti microprocessor controlled projectile weaving machines.

In this way. Dry / Wet Setting Heat Setting Singing Scouring Cropping Damping Rotary press / Paper press Continuous Press KD Machine Grading / Folding Chart no. Swiss and Japanese machines finish the fabric to perfection. perfect uniformity is ensured. 5: Process of Finishing Page | 11 .FINISHING The finest Italian. These machines use a process sequence that is automatically controlled by a punch card system. thus avoiding lot variations.

this cutter pieces go for the folding. final product is transferred to final inspection / perching department. weighing and recording as per concern person or client by whom company got the order.FOLDING DIVISION After the shrinkage department or keir decatisation. . export development. quality no. table checking. shade no. selvedge stamping and measuring & cutting Then. cut no. generate barcode. . Final fabric is folded by the folding machine. As per requirement Like 75cm length. and length & weight of fabric. Market survey Customer requirement(they also design for institutions) Activities of design department 1) Yarn development 2) Fabric development 3) Export development As per the domestic and export order. Designing department Sources of design: • • • • International magazines which contains fabric cutting Designer’s intuition and past experience. there are arranging a conference two times in a year for the selection of yarn. fabric. Page | 12 .

width. stretch & growth percentage.5 Quality control The main functions of the quality control department are: 1) Find out micron value of wool. The types of checking are as follow: 1) Tow(denier. color fastness) Page | 13 . shade) 2) Final top(c. c. oil%.v. 2) To find out blend composition 3) To find out count value of yarn 4) To find out the fabric properties like steam shrinkage . light& rubbing fastness) 5) Fabric checking(weight. fastness etc. Neps) 3) Yarn checking(count. twist.1. relaxation Shrinkage. oil%.v. In quality control some of the checking is done. short fiber%.%.%. pilling test. shade) 4) Dyeing(washing fastness. Neps.

CHAPTER 2 HUMAN RESOURCE DEPARTMENT Page | 14 .

developed ton the fullest extent and human resource development is the foundation of this philosophy. And the all the activities of HRM is done by Personnel Management. Page | 15 .1 INTRODUCTION: Personnel management is a link between the top management and the workers or we can say that it acts like bridge between the employers and the employees. In Human Resource Management there is an emphasis on the developmental aspects of human being. He is treated as resources contributed towards the overall objectives of the organization. It is strongly believed in this approach and philosophy that the collaborative and participative efforts of human resources are to be nurtured. machineries. So the all activities which are done by the Digjam Limited are stated below. nothing will work if an organization doesn’t have sufficient manpower and suitable managerial personnel system and practices. Factors such as funds. It is basically concerned with the human relationship within the organization and helps in maintaining smooth relationship between employees and employers. It is the art of getting things done through other people. In DIGJAM Limited. Manpower is the most important resource among all the resources. technological advancement. etc.2. And the personnel department is very important in each and every organization and we can say that the personnel department is known as Police Department of any organization. there is no difference between Human Resource Department and Personnel Department. that are required in order to run an organization.

2 RECRUITMENT & SELECTION: Recruitment has been regarded as the most important function of the personnel department because unless the right type of people are hired. “Recruitment is a process to discover the source of manpower to meet the recruitment of the staffing schedule and to employ effective measures for attracting that manpower in adequate numbers to facilitate effective selection and efficient working force. This includes personnel already on the pay-roll of the organization. As Yoder point out. Internal sources:Internal sources are the most obvious sources.2.” Recruiting Procedure of Digjam Limited: • • • Recruitment of workers Recruitment of executives and managerial staff Recruitment of technical personnel SOURCES OF RECRUITMENT: Sources are those where prospective employees are available like employment exchange while techniques are those which stimulate the prospective employees to apply for jobs like applications by employee. even the best plans. These are some advantages of using internal sources: o Improve employee morale o Job security and opportunities for employee members o Tried people and then be relied upon o Require less training. promotion and advertisement etc. so the training cost will be minimized o It is less costly than going outside to recruit Page | 16 . now we discuss the sources of recruitment. Sources for the recruitment for DIGJAM are as follows: • • Internal Sources External Sources 1. organizations and control system would not do much good.

college students. 2. • • • • • New entrance for the labor force i. As per the requirement of concern department recruitment procedure will be done by HR department. External sources:Many of the organizations are depends upon the external sources for the recruitment like. Experienced persons such as mechanics. With the help of internal advertisement. mostly inexperienced. It is economical because potential employees do not need extra training for job. within the company. young.e. accountants and welders. The unemployed with wide range of skills and abilities. It provides the requisites type of personnel for an organization up to the required standards. Page | 17 . company gets enough references for the recruitment. potential employees.o Present employee can understand local languages. In DIGJAM the external recruitment is done by HR department with the help of concern department. customers and business practices well In DIGJAM the internal recruitment is done by the reference of internal member of the organization.

Recruitment and selection procedure for WHITE COLLAR force refers to the selection of officers and managers. Unsuitable In DIGJAM recruitment and selection procedure for BLUE COLLAR force is as per labour laws for the recruitment of labor in the company it is essential that he should acquire the certificate of ITI examination. • • • • • • • Application receipt Employment test Group discussion Final interview Medical examination References checked Orientation programme Page | 18 . Selection is the process of matching the qualifications of applicants with job requirements. For this purpose DIGJAM is largely depend upon the fresh candidate and for that the company is following the formal selection procedure. Selection divides all the applicants into two categories: 1. Workers are selected by the concern supervisor and Assistant personnel manager. Physical fitness and attitude are considered at the time of selection.2 SELECTION Selection is the process of choosing the most suitable person out of all the applicants.2. Suitable 2.

canteen and other facilities. DIGJAM has systematic induction program. Page | 19 .2. leave rules. To give all the necessary information to employee about location of workrooms. rest periods To develop a feeling of belongings & loyalty to the organization. The main objectives of an induction program of DIGJAM are: • • • To build up the new employee’s confidence in him in lathe new organization so that he may become an efficient employer. work culture. which helps to make employee feel at home and reduces the initial nervousness on his part.3 INDUCTION: Induction mainly implies familiar introduction of new employee with the work. superiors and organizations. follow workers.

awareness. roles and responsibilities etc. In DIGJAM the Human Resource Department identifies the training in all the employees with the departments’ heads. training is given on safety. attitude. housekeeping. Every year in the month of March. quality improvement. the training areas are skill development. awareness. are given. In case of staff category. skills and abilities of employees to perform specific jobs are increase. behavior and conduct rules are given here. discipline. motivation. • In case of workman. skill improvement. after having training rate identified the Human Resource Department with the top management prepares a training calendar are conducts the training program.4 TRAINING AND DEVELOPMENT: Never stop listening Never stop learning Never stop training “Training is any process by which the aptitudes. multitasking.” Training is the process of increasing the knowledge and skills for doing a particular job. In case of management training or all the training areas are of the specific nature mainly the management development areas are been conducted There are two types of training are given to employees: • • • • On the job training Off the job training Page | 20 .2.

This is on needing base in case of sales promotion to the transfer is in one location to another which also needs base. In DIGJAM being management reviews the performance of every individual on the yearly basis.2.5 PROMOTION AND TRANSFER: “A promotion is the transfer of an employee to a job which pays more money or one that carries some preferred status. requires a great degree of skills. These step is also been taken for some workers who do not performs his job well as required. In DIGJAM workmen & staff employees are normally being transferred from one department to another department. Page | 21 . There are no fix promotion schemes. The promotion is to be given on the merit basis. Transfer may have to be made within an organization for varied reasons. In DIGJAM demotion is also followed. required skills or compensations.” The term promotion is referred to the advancement of an employee to a better or higher job. In other words employee can be said to have been promoted where he performs his job which involves higher responsibility. responsibilities. commands more prestige & a higher status & carries higher rate of pay. Transfer is a movement of employee from one job to another without any significant change in duties.

450 each. The maximum general advance will be Rs. In production wages usually refers to the contribution to production. A person who gets the wages is called “Blue collar worker. while salary normally refers to the clerical administration & professional employees. Page | 22 .” On the other hand salary normally refers to the monthly rates paid to clerical administration and professional employees or “White collar worker” in DIGJAM time office department decides the wages of worker. they are paying to the workers at the 10th date of month. 6 WAGES & SALARIES: The wage is remuneration paid for the service of labor.2. In case of staff category the employee’s gets consolidate salary on monthly calculated basis the pay scale starts from 7000 gross salary. There is attendance system and after totaling the attendance of workers.

277 staff and 53 sub staff is included. According to G. The unions are affiliated with external trade unions such as • • • BMS (Bharat Majdoor Sangh) AITUS (All India Trade Union Sangh) Janta Dal There is family type of environment in the unit and if any problem occurs then union leader or labor officer solves that problem jointly.2. “Worker is a flower and trade union is a garland”. It works for employee’s welfare. In DIGJAM are having three labor trade unions. All the trade union helps in the development of the unit Page | 23 . Trade union is an association of workers which protects and maintains employee’s interest.7 TRADE UNION: Trade union is one of the associations of employees. Ramanagan. in which there are 1061 workers. In DIGJAM there are more than 1300 employees in the organization.

• Initiative. It is not a thing to be waited for. • Technical skill Page | 24 . • Ability to work with others. • Self expression: Written & oral. Generally content to be in the form of the basis of job analysis. cost saving.2. Performance & development agreement Performance Review Managing performance Throughout the year CONTENT OF PERFORMANCE APPRAISAL: Every organization has to decide upon the content to be appraised before the programme is approved. it is a matter of choice.8 PERFORMANCE APPRAISAL Performance is not a matter of chance. It is a thing to be achieved. return on capital. PERFORMANCE MANAGEMENT AS A CYCLE Performance management can be described as a continues if – renewing cycle. presence etc CONTENTS TO BE APPRAISED FOR AN OFFICER’S JOB: • Regularity of attendance. discipline. • Leadership styles & abilities. Content to be appraised may be in the form of contribution to organization objectives like production.

CHAPTER 3 MARKETING DEPARTMENT Page | 25 .

A successful marketing strategy must have a marketing mix as well as a target market for which the marketing mix is prepared. They are: • • • • Product Price Place Promotion In marketing. The contribution of these marketing methods of devices is known as the marketing mix.1 INTRODUCTION Basically. Marketing mix decision constitutes a large part of marketing management. return on investment. Marketing mix offers an optimum combination of all marketing ingredients so that we can have realization of company goals such as profit. Page | 26 . Under the system approach. It is the profitable formula of our marketing operations. For each segment of subdivision of the market. the decision in one area affects action in the other. and market share and so on. Marketing manager is a mixer of all marketing ingredients and he creates a mix of all marketing elements and resources. • • • • Decision on Product or service Decision on Price Decision on Promotion Decision on Place/distribution These 4 ingredients are closely interrelated. based on marketing research and marketing operations. The elements or variables that make up marketing mix are only four. sales volume. we formulate a combination of a number of devices or type of marketing activities that are integrated. marketing mix consists of four elements. It is of course. we have to select specific marketing targets in the form of market segments. The marketing mix will naturally be changing according to changing marketing conditions and also with the changing environmental factors affecting each market.3.

3. Because the producer and the final consumer both perform some work. Producer Producer Producer Wholesaler Retailer Retailer Consumer Consumer Consumer Chart 6 . most use intermediaries to bring their products to market.2 MARKETING CHANNELS / DISTRIBUTION CHANNELS Few producers sell their goods directly to the final users. they are part of every channel. NUMBER OF CHANNEL LEVELS: Companies can design their distribution channels to make products and services available to the customer in different ways. They try to forge marketing channel or distribution channel – a set of independent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user.Consumer Marketing Channels Page | 27 . Each layer of marketing intermediaries that performs some work in bringing the product and its ownership closer to the final buyer is a channel level. Instead.

There are many selling representatives who work as agents on the basis of commission which is based on the turnover achieved by them.They work as the agents on the basis of commission paid to them based on the turnover i. ii.They get the following benefits: i.e.Multichannel Distribution of Digjam 1) SELLING REPRESENTATIVES: . Turnover incentive Early Bird Incentive Free Of Interest (FOI 3) DIRECT SHOWROOMS: . 1) RETAILERS: . DIGJAM follows a Multichannel distribution system which is as follows: PRODUCER (DIGJAM) Selling Representative (AGENTS) Wholesaler (100 wholesalers) Direct Showrooms (27 direct showrooms) Retailers (3000 retailers) Chart 7 .There are about 27 direct showroom of DIGJAM spread all over India and get the benefit of Free of Interest (FOI). on the rate of selling.There are 3000 such retailers of DIGJAM spread all over India and does not get any such benefits. Page | 28 .DIGJAM has 1600 to 2000 distributors spread all over India. iii. 2) WHOLESALERS:.

3 MOTIVATING THE CHANNEL PARTNERS Once selected. the various promotion tools used by DIGJAM are as follows: 1) Free Holiday Trips 2) Gift Articles 3) Carrier Bags 4) Glow Sign Boards 5) Sponsoring Events Page | 29 . manage. DIGJAM LIMITED motivates its customers by providing them gifts and discounts etc. This creates a marketing system that needs of both the company and its marketing partners. a company must convince distributors that they can succeed better by working together as apart of a organized value delivery system. Many companies are now installing integrated high-tech partner relationship management systems to coordinate their whole – channel marketing efforts. In managing its channels.3. companies can now use PRM software to help recruit. and evaluate relationships with channel partners. Just as they use Customer Relationship Management (CRM) software systems to help manage relationships with important customers. train. Most companies see their intermediaries as first – line customers and partners. They practice strong Partner Relationship Management (PRM) to forge long-term partnerships with channel members. organize. motivate. The company must sell not only through the intermediaries but to and with them. channel members must be continuously managed and motivated to do their best.

Some of the print media through which the company makes advertisement of the product are Outlook.3.” DIGJAM believes in planned and controlled ads. “Aaj Tak”. it decides on the advertising to be undertaken by the company and supervises the functioning of the advertising agency.4 ADVERTISEMENTS Advertisement is nothing but a paid form a non – personal presentation or promotion of ideas. DIGJAM advertises its product on various channels mainly in news channel viz. The company’s ad agency is RADIANT and it is ranked 4th in the country ad agency rating list. The ad punch line “FABRIC FOR Page | 30 . Advertising thus means spreading of information. India Today and Business India. goods or services by an identified sponsor. It communicates about the firm which manufactures the product. Every year around 15 crore of rupees is spent on various types of advertisements. It ensures the premium image of DIGJAM brand is upheld in the market place for this. The advertisement program decision is based as follows: Mission Money Message Media Measurement - What is the advertising object? How much can be spent? What message should be used? What media should be used? How should the result be evaluated? The department carries out the function of communicating the brand name value and image to the customer. According to Richard Buskirk: “Advertising is a paid form of non – personal presentation of ideas goods or services by an identified sponsor.

The other media through which the company communicates its exclusive message to the customer are window display. The Raymond at present rank in the market as far as the sales and advertisement is concern. exhibitions and showroom. DIGJAM’s main competitor is Raymond. The company targets its ads on the younger and most successful person. Page | 31 . OUTDOOR MEDIA: Generally company contributes 50% advertising expense rendered by local agents. One of such different initiatives taken by the department in the recent past is discussed below. 25 lacks in the said production cost of Rs.THE GREAT SUIT” has proved to be more effective. The company has to see that it does not spend too much or too less to wastage of money a negligible effect on consumers respectively. 30 crore. DIGJAM has the market share of 12% in the total market of woolen fabrics. Advertisement is given through various ads media like postal electric sign and electric display. The company takes part in various trade fairs organized in various parts of the country and outside the country to tap the national as well as international market. Back drop in movie “KABHI KHUSHI KABHI GUM”. emotion and humor are the key contents of advertisement is limited and therefore executives have to check out the various types media and their features like cost of media and high customer reach. A back drop of DIGJAM brand was used in the highly successful movie. The total advertisement cost was Rs. The lifestyle.

ADVERTISING CAMPAIGN HORDINGS Page | 32 .

as a office document and also you can use this bag at office level.5 TYPES OF PACKING DIGJAM has five types of packing at a different product and at a different price. Packing B Page | 33 . a lather briefcase is given with a product promotion is very easy and also this briefcase is useful in your real life. Packing A In packing A. This all the type is as follow.3.

Packing C Packing C in the product give with a velvet bag life suitcase type this types of bag you can use anywhere and of any purpose and this bag is very chip as compare to the lather bag. And wait is light and attractive. Packing D In the packing D a paper bag which can be disposable also. This bag is very attractive and its wait is very light and there are no government restrictions on this bag. a lather travel begs is given with product and in this bag you can use at different place. Page | 34 .In the packing B. At an official level. at a sales man level and in real life also.

Packing E A packing E is give product with cover and plastic paper for the protection of the product. Page | 35 . It give a direct choose of color and design of the product for helping your side.

. sponsorship of different prizes at as disco night in a five star hotel. ADVERTISEMENTS NATIONAL LEVEL Aaj Tak Zee News NDTV India NDTV 24x7 CNBC REGIONAL LEVEL ETV Gujarati Zee Gujarati ETV Punjabi UDAYA Gemini MAGAZINES Business World India Today Flight Magazines Swagat (IA) Jet Wing (JA) NEWSPAPERS Times of India Gujarat Samachar Rajasthan Patrika Chart 8: Forms of Advertisements DIGJAM also advertises through FM Radios in Metros and Semi – metros like Jammu. Bhopal. Digjam suit lengths were distributed as prizes. Page | 36 . Bikaner. Baroda. and Ahmedabad etc.PROMOTION: In order to promote the brand name and sales of the company the marketing department launches various promotion schemes aimed at the consumers and the channel partners. Low cost effective promotions done by the department for e.g. It advertises in Cinemas and Multiplexes only in Metros. Pune.

the unit is in touch with: The reason behind this point is to know which media has greater influence over customer. 33%. Table 1: Influence of media on unit PARTICULARS Television Newspaper and magazines Internet Others % OF RESPONDENTS 60% 33% 5% 2% Page | 37 ..3..6 Ranking of media. Which media plays a vita role in the customer buying behavior? From the survey it was derived that about 60% of the people ranked TV for their media habit. 5% are in favor of internet while the rest 2% are influenced by other means. ranked second to the newspaper and magazine i.e.

CHAPTER 4 FINANCE DEPARTMENT Page | 38 .

The basic objective of this department is t handle the finance as well as to maintain records of finance. The bank related employees working under the finance manager who handle the matters and also fund management related matters. Finance manager who works under the direct control of company executives who handle the finance department.”Finance management is concerned with the managerial decisions that results in the acquisition and financing of long term and short term credit for the firm. allocation and maximum utilization of financial resources. → Tools of financial Analysis :1. The scope of financial management provides an overview of important decision making areas relating to the financial operations of a firm. 3.1 INTRODUCTION Finance department is the heart of any organization. Comparative Financial statements. ii. According to phillipatus. Fund flow Analysis.” Financial management refers to the planning & control of financing decisions so as to ensure proper acquisition. 2. Profit maximization and wealth maximization are the main objective used in the sense of decision criteria for investment financing & dividend policy decisions involved in financial management. Finance is as important as brain in human body. 4. Finance function assumes an important role in the business system and it should be given equal importance as to production and marketing function. refers to such a treatment of the information contained in the income statement and the Balance sheet so as to afford full diagnosed of the profitability and financial soundness of the business. Financial statements are indicators of the two significant factors:i. Ratio Analysis.4. Page | 39 . Common size financial statements. Profitability and Financial soundness Analysis of financial statement therefore.

4.. In DIGJAM. the financial condition prevent in the economy and the risk profile of both viz. Internal Source: • • Depreciation fund Profit Fund External Source: • • • Banks Financial Institutions Others So these are the sources of finance and this necessary for every company to know their sources and they have to keep watch on all these sources. Each and every source of finance of funds has some advantages as well as disadvantages. The selection of fund source is dependent on the financial strategy pursued by the company. the leverage planned by the company.2 SOURCES OF FUND: One of the most important considerations for an entrepreneur of company in implementing a new project or undertaking expansion. diversification and modernization and rehabilitation scheme is ascertaining the cost of project and the means of finance. they use both types of sources for meet their different future requirements. the company as well as the industry in which the company operates. Page | 40 .

CHAPTER 5 FUTURE PLANS Page | 41 .

run by franchisees and dealers. At Digjam Limited. The RTW range will be available across India through a chain of select showrooms.FUTURE PLANS The global trend in textiles is shifting to ready-to-wear (RTW). they gear themselves for this shift with the launch of an exclusive range of RTW. Page | 42 .

Young and the dynamic work force providing professional edge to the management. goodwill and reputation. No diversification till the year 2000. WEAKNESS • • • • Image in the mark of only manufacturer of woolen fabric. Lack of funds for heavy investment in advertisements. weakness. Strong brand equity. opportunities and threats. STRENGTHS • • • • • Sound logistics management system helps the company to cater the customers having varied requirements in different varieties. They do their analysis for the purpose of identifying their strengths. Company covers 1/6th of the market share in the organized segment.CHAPTER 6 SWOT ANALYSIS Every company does SWOT analysis whether it is large scale organization or small scale organization to measure. Page | 43 . Strong marketing and distribution network. color and packing. Relatively higher carrying cost of inventory.

By introduction of new applications. Page | 44 . Cotton fabric is preferred more by the consumer as compared with woolen. Existing dealer network sued to cater to new products also. Change of consumer preference towards readymade garments. THREATS • • • • Cheap imported fabric. demand for the product can be expanded.OPPORTUNITIES • • • Company has good image in woolen segment so it can enter into production of shawl and blanket. Dependable for raw material on other countries.

CHAPTER 7 RESEARCH METHODOLOGY Page | 45 .

A. A model of customer satisfaction in parcel delivery service was developed.1 LITERATURE REVIEW Literature Review on Customer Satisfaction: Author: Bingguang Li. and professionalism of service were identified as the five critical factors affecting customer satisfaction in parcel delivery industry. and FedEx) are significant parts of modern transportation systems. Written questionnaire responses from university academic departments across the U. Ph.D. • Responsiveness of service: The willingness or readiness of staffs to provide service and the degree to which the staff react promptly to the customer. The research tested the hypotheses to determine the correlation coefficients between the five factors and overall customer satisfaction with respect to all customers for both outgoing and incoming parcel delivery services. responsiveness. availability. Assistant Professor of Operations and Information Management College of Business Albany State University Albany.7. US Postal Service. reliability. UPS.edu Abstract: Parcel delivery companies (e. GA 31705 U. Parcels are delivered to the right receivers without damage within the promised time.g.. Findings: Factors Affecting Customer Satisfaction in Parcel Delivery Industry: • Availability of service: The degree to which the customer can access the delivery service and contact customer service. From a literature review.S. • Professionalism of service: The degree to which the provider uses suitable professional behaviors Research Model: It is the purpose of this study to determine the relationships between the five factors and customer Page | 46 . Phone: (229) 430-4779 Fax: (229) 430-5119 Email: bli@asurams. completeness. • Completeness of service: The degree to which the total job is finished. The questionnaire gathered data on the characteristics of each factor and determined the ranking of importance of factors.S. were used. • Reliability of service: Consistency of performance and dependability.

Availability of service. Since reliability of service contributes to customer satisfaction. completeness. responsiveness of service. Sometimes availability of service. responsiveness of service. it is believed customer satisfaction contributes to customer retention and business success. and sometimes they were not statistically significantly different with respect to two different services (outgoing or incoming service). the highest priority should be given to the projects related to reliability improvement. Page | 47 . and completeness of service were statistically significantly different from each other. This research discovered that reliability of service was the most important among the five factors with respect to all customers for both outgoing and incoming parcel delivery services for the university departments surveyed. reliability. responsiveness. and completeness of service were in the middle of the rankings. and professionalism) were positively correlated with overall customer satisfaction with respect to all customers for both outgoing and incoming parcel delivery services.CONCLUSIONS AND DISCUSSIONS Summary of the Research This research concluded that all the five factors (availability. When parcel carriers make investment decisions. Managerial Implications Reliability of service was the most important among the five factors. Professionalism was the least important for conditions of outgoing service and incoming service for all customers.

2 “Saturn Illustrates Customer Satisfaction. RESEARCH PAPER ON CUSTOMER SATISFACTION :  Author :Scott B. September 5. 3 (July. Richard A. Company should not announce in advance about their research schedule.. no. Spreng.Spreng. • Exclusion of unhappy customer during the survey period. 1998  Findings : • Manager and salespeople can manipulate customer satisfaction ratings. Mackenize & Richard A.Mackenize.” journal of marketing. • Intentionally wrong ratings by customer in order get more concessions. 1 1 Scott B. vol. “Louisville courier-journal of marketing. • Inaccurate survey by being nice to customer just before the survey. 3(July1996): 15-32. Company should select more diversified sample Company should provide some promotional gift to the customer for increase the response rate for the survey. no. 1999. Vol.”A Reexamination of the Determinants of customer satisfaction. Page | 48 .  The Journal of Marketing.  Recommendations : • • • • Company should hire an outside research agency for getting accurate result. 1996) Published by: London Financial times.

2 Look at the customer satisfaction data to see. by Paul Hague and Nick Hague of B2B International Website : www.com Recommendation: 1 Pay attention to those issue that is important to customer. where low absolute scores are and low scores relatives to the competitive. 7 Company should provide good quality of product. 4 Courtesy from sales staff 5 Representative of the sales staff should be friendliness 6 Company should provide after as well as before sales services to their customer through which company able to get satisfaction from customer side.Literature Review on Customer Satisfaction: Author : A White Paper.b2binternational. 3 Think through the issues that need to be addressed and list them out. Page | 49 .

4 Not surprisingly. “Susquehanna Health System: 1999 Global Customer Service Award Winner” Page | 50 . understand. and respond—often in unique and creative ways—to the evolving needs and constantly shifting expectations of their customers 2 Company should carefully hire people. Concordia University. and ensure that service quality is personally and positively important to everyone in the organization. Padilla Research Faculty of Commerce and administration. Winning the Service Game (Boston: Harvard Business School Press. they distilled five general operating principles that research and experience continue to uphold: Recommendation : 1 Successful customer service companies should listen . a primary concern of business research and literature is building companies that excel at gaining and keeping customers. 2 Customer Satisfaction: Improving Quality and Access to Services and Supports in Vulnerable Neighborhoods Tim Mannello. From the top-down. 3 Company should establish a clear vision of what superior service is. Studies show that outstanding customer service organizations focus on a clear goal—satisfying the customer—and design everything else with that aim in mind. and then empower them to work on behalf of customers. Ron Zemke and Dick Schaaf canvassed 101 leading companies to see how they approached customer service. train them extensively so they have the knowledge and skills to achieve the service standards. From this investigation.Literature Review on Customer Satisfaction: Author: Rodrigo A. communicate that vision to employees at every level. 2 1 Customer Satisfaction: Improving Quality and Access to Services and Supports in Vulnerable Neighborhoods Benjamin Schneider and David E. Bowen. in the beginning stages of the customer service revolution. these organizations act to provide positive customer experiences. 1996 Fifteen years ago. December 5. whether inside or outside the organization. The focus on complete customer 5 Company should establish concrete standards of service quality and regularly measure themselves against those standards. 1995). 132.

everyone carries out marketing research-including the customers.2 INTRODUCTION OF MARKET RESEARCH Definition of Marketing Research : Marketing Research as the systematic design. Yet. 2 Monitoring published information and actions systematically. industry report.7. Companies normally budget marketing research at 1% to 2% of company sales. A large percentage of that is spent on services for outside firms Here Digjam spent approx 10% of the company sales. collection. Analysis and Reporting of data and Findings Relevant to a specific marketing situation facing the company. Awarding live projects to MBA as part of their course work is also a common practice. This may be done by examining news paper. Often at much smaller companies. Most large companies have their own marketing research department. marketing research is not limited to large companies with big budgets and marketing research departments. and by visiting competitive outlets. Many large companies’ hires summer trainees from management institution for cost-effective market research year after year. websites. Page | 51 . which often play crucial role within the organization. Specialty-line marketing research firms: A company can hire services of marketing research firm or conduct research in creative and affordable ways such as: 1 Engaging professors or students to design and conduct studies.

4. Page | 52 . To know the problems of customer. SECONDARY: 1. To get an insight about what the customer feels about the company policy. To study the customers psychology regarding the company.7. market size and industrial scenario. 5. To identify the market forces that influences the customer decision in buying the product. with respect of brand usage. To get an overview of the customer about the quality and sales promotion activities of the company. 2. To gain knowledge about the market of DIGJAM fabric. 3. 2. To know the market share of the company.3 Objective of study PRIMARY: 1.

And can not be justify in the context of time limit. Technology: There was lack of availability of hardware equipment and internet connectivity. Page | 53 .4 LIMITATION Time horizon: Shortage of time duration. because the research on customer satisfaction is very broad area and it’s require much more time for reached at the good conclusion. result for low response. Response: The response rate was very low.7.

7. about the organization. For this purpose a extensive study was initially done about the product and the production process. Marketing research was done to assess the customer knowledge about the organization. The data collected through questionnaire was tabulated and analyzed to study.5 DATA COLLECTION As a tool a well-structured questionnaire was used. which are its plus point and which can really help in future. After the initial study. view on overall quality and price competitiveness. the advertising media to which the customers are in touch with and the problems they are facing with the product. the respondent attention toward buying the DIGJAM to assess the customer knowledge about the organization. These findings and recommendations would go a long way of satisfaction and service in order to maintain its existing customer as well as to add 1-1 new customer to its existing data base. a insight about the product. certain findings were made on that basis and some recommendations too were given to the organization so as to improve the level of satisfaction of their customers.6 DATA ANALYSIS In order to do the work properly. view on overall quality and price competitiveness. On the basis of the information collected in the interviews from the respondents and filled in questionnaire from them. the survey was started in order to get the questionnaire filled by them.7. Page | 54 . about the production process was necessary. the advertising media to which the customers are in touch with the problems they are facing with the product. These were used for collecting the responses from the respondent. They also point the aspect in which the organization is lacking and need to improvise upon as well as the aspect.

Basically those customers were undertaken who were purchasing the product from dealers. The sampling unit is decide to cover maximum city through online(Ahmadabad. the factors that affect the satisfaction level of DIGJAM customers were obtained. Page | 55 . regional promotion. enhancing market/customer understanding. As a universe was infinite. retailer. fashion/trend • Price competitiveness • Marketing efforts by the company to increase its sales. and due to time and cost constraints. This includes advertising & marketing.7. a questionnaire was properly designed for the customer. showrooms or shopping malls. The following factors were obtained as a result • Purchase influencers • Preference of garments getting stitched • Quality the fabric • Variety of design and colors with feel & finish • Offerings in tune with market demand. Surat) and oral(Jamnagar) research . This was done with the help of discussions held with the sales and marketing professionals in the company. First. But a minimum of 90 samples was to be taken to maintain the standard quality and reliability of the data collected. The size of the sample is dependent on the city. Vadodra.7 RESEARCH METHOD To get an insight about the company.

This is mention in questionnaire Q. If customers are not aware about DIGJAM product. If customers aware about the product and also purchase the DIGJAM product regularly.-2 Are you aware about DIGJAM product? The main purpose of asking this question is that to know how much percent of people at least know about DIGJAM product. we can ask them about our loop holes and defect that what are the reasons of why we do not live up to the expectations of customers. Is there any product promotion problem or adv. And 28% of people were not aware about the customer. Although 72% of people were aware about the customers. problem? Through the help of end users we can reach the final decision. so we can get some information regarding requirement and what are their expectations from the company. Page | 56 .-1 Customer Detail. So we can ask them next question related to DIGJAM product and its services .8 DATA ANALYSIS & INTERPRETATION Q.7.

Freq. Yes No Total Percentage 65 72 25 28 90 100 Page | 57 .

this question was to know that with whose influences customers purchase the fabric. In case of fabric purchase. Or it may be possible that the retailers influence customer. pushing him to purchase a specific brand/quality.Q. the survey shows that about the customer’s nature Page | 58 . shown in the advertisement is in demand.e. As for example: women are considered to be more influencers an ( I deeply interested in people. Moreover. there can be several other influences as well. Influence plays a very vital role in affecting the preference and choice of people . As it is often seen. either any friend/colleague or family members who can judge better the customer on his overall look/personality. any design/shade. rather than solely on the product. along with exposure and education are making children and young adults increasingly participating in purchase decision and are becoming brand conscious with strong brand preference. Moreover sometimes advertisements and retailers also influence the customer to purchase the product as e.-3 Who influences your decision to buy clothes? The purpose of asking. family and community) involvement . Besides these. the company should never allow their sales associates to talk down to them.g. Better quality life. during purchase of fabric most of the purchasers are influenced by their wellknown and in the form of peer pressure i. Therefore companies who market to them by focusing on these aspects. are far more likely to capture their attention.

therefore they should give more advertisement on news paper and local media . Page | 59 . Advertisement Friend Family Member Retailer Other Total Percentage 14 16 39 43 34 2 1 90 38 2 1 100 - Company should have to concentrate on final customer .Freq.

-4 which of the given garments you like to get stitched? This question was asked to enquire which of the garments the customers like to get stitched . 26% people prefer to get a blazer stitched. It was difficult to analyze to the improper responses and understanding of the respondents. With the result obtained. This shift. fashion and preferences of the customers are changing. to readymade garments is mainly due to heavy stitching charges. In most of the cases. respondents have marked only one of the option as answer to this question. location factor plays an vital role in deciding the taste and fashion of the customer. the above analysis may not be right in the truest sense as the. the company should produce more fabric usable for trousers &shirt purpose. it should encourage the young adult male by its advertisements attracting them for the product. time consuming with uneasy fitting given by the tailors. 34% people prefer to get trouser stitched 21% people prefer to get shirt stitched 13% people prefer to get 2pcs suit stitched 6% people prefer to get safari stitched Here. As the taste. The company can too by-furcated or expand its activities by not just providing the customers the best quality fabric at cheaper rate but by entering into READY-TO-WEAR segment and providing it in cost effective way to the customer Page | 60 . above result shows that a large proportion of the population have shifted to READY-TOWEAR segment and affected the scale of fabric a lot.Q. However. Moreover.

the company should try to manufacture the READYMADE garments by using its integrated manufacturing facility and receive high margins on that. Page | 61 .Freq. 2Pcs Suit Safari Blazer Trouser Shirt Total 12 5 23 31 19 90 Percentage 13 6 26 34 21 100 - Therefore.

features heavily together with branded merchandise. or any other. Besides. or RAYMOND. it will not affect the market. or OCM. 49% of people give their preference to RAYMOND 10% of people give their preference to OTHER. Brand awareness with visibility can be with help of planned advertising activity. where the factory of DIGJAM product is located. RAJKOT. about 24%of the people.-5 which of the fabric brands you prefer to buy? As we know that brand image play a vital role in the market. most of the preferences. 14% of people give their preference to REID & TAYLOR .V. It was necessary to know in the survey that which brand the customers want to purchase. or REID & TAYLOR. In this respect DIGJAM conforms to current retail pattern with luxury and premium quality goods featured quite widely in prominent exclusive show rooms. Fashion wears especially for male. Page | 62 . The reason behind its not brand image in customer mind is that there are showing very less advertisement on T. Brand awareness is high not only in pure retail terms. loop holes in the product or in the company’s policy. AHMEDABAD. whether it’s DIGJAM. has to struggle in the market against its price competitiveness with its competitors or the quality of the product. then even if there are some.VADODRA ). 3 % of people give their preference to OCM. But company’s having a lower or less brand image. may work better than ten weak brands. were in favor of DIGJAM product is located. or DIGJAM has just 25 outlet whole over the India which very less that he RAYMON is about 600 outlet in all over India . strong brand can help companies to extend their offerings into newer product and develop a critical mass. One powerful brand. As per survey was conducted in local area of Jamnagar and many more city within the GUJARAT(SURAT . but also disseminated through media advertising. If a product has a good brand image.Q.

Freq. DIGJAM REID & TAYLOR OCM RAYMOND OTHER Total Percentage 21 24 13 3 44 9 90 14 3 49 10 100 Through. Page | 63 . the company should try to manufacturing the readymade garments by using its integrated manufacturing facility and reap high margins on that.

as compared to other jeans manufacturing company. As such e.Q. can they be influenced? Customers with higher rates of satisfaction generate significantly higher performance outcomes resulting in higher sales. A more satisfied customer is likely to be more co-operative and brand loyal to the company. whether their product overall view on the market is having a positive impact or a negative one. But the key growth for a company is. dis-likings. in the customer’s viewpoint “LEE” jeans are considered to be a costly one.-6 what is your view on DIGJAM fabric? For a company it’s an important things to know. Whenever customer had been asked about their view on DIGJAM fabric and it observed that Page | 64 . The view over a product varies with each mid even-person depending upon his likings. what conditions govern the increase and decline of satisfaction of a customer? If these can be identified. financial resources available etc.g.

Freq. Page | 65 . EXCELLENT GOOD SATISFACTION NEED IMPROVEMENT POOR Total Percentage 27 8 43 48 22 24 11 7 90 12 8 100 Interpretation: Company should try to give some gift to their customers with which company can achieve maximum customers.

quality is concerned with. which. with the help of imported sophisticated machines and with set standards of ISO-9001 gives a best output for its quality. as far as. or if not possible. but within their budget. to give the best output quality of product in the market for the end users of DIGJAM brand. which regularly checks the fabric during the process of production. Moreover. a quality control department is made. They want a return whatever they spent.-7 how would you perceive the quality of DIGJAM product? Expertise and quality are the two key words that rightfully describe the company and its work. if they are getting a standard set of quality product. Freq.Q. with the procedures as Laid down in ISO9001. it is essential for a company to provide good quality product to the customer at a comparative cheaper price. Page | 66 . As customer don’t want to compromise on the quality. To stand in the market arid to gain faith of the end consumer. either it is less or more. Some observation is also made that customers are ready to spent a little more. The company is using latest technology machines. At each and every point of production. There is no compromising in mill. a quality control machine is installed. 14 58 13 1 4 90 Percentage 15 65 15 1 4 100 EXCELLENT GOOD SATISFACTION NEED IMPROVEMENT POOR Total Interpretation: Company should try to manufacture itself. may even out-source but it doesn’t be at the cost of quality of the fabric.

-8 At which level.Q. 2% of people were satisfied with Shawl. 14% of people were satisfied with Shirt. you are satisfied with the DIGJAM’s product? The main objective behind this question is to collect information about DIGJAM’S various product. Page | 67 . 32% of people were satisfied with Blazer. 38% of people were satisfied with Suit. All product has some satisfactory level which mention in below figure as well as chart . 14% of people were satisfied with Trouser.

exports say that the changing design and colors with respect to change in fashion and trend holds the key to profitability. As the competition increases in India.-9 What are your perception about the various Design & Color of the DIGJAM fabric? Change are a part of life in the growing market change is constant innovation is the key to success and makes business profitable in the long run. But still it can make an improvement in this sector by exploring the market and getting the feed backs from the dealers. The company has to first identify the specific needs and tastes of customers and then making arrangements to provide the desired lines and colors that appeal to the customers.Q. Topics such as “Design as the final differentiator” play an important role for a company. design. Page | 68 . retailers and even from the customers about their needs and requirement and the latest changing trends and fashion. Since brand names and traditional advertising do not necessary translate in to sales. here be it in terms of product. design and colors would need to be upgraded regularly to keep it with the changing requirement of the customers. marketing or price. Differentiation and creativity are the most important hallmark in the modern era. In the survey about 16% of the people were feel excellent 48% of the people were feel good 20% of the people were feel satisfactory 12% of the people were feel need improvement 4% of the people were feeling poor. As per the result and market condition it is impossible to satisfy each and every customer and the company is spending a lot on making design and color development.

Freq. EXCELLENT GOOD SATISFACTION NEED IMPROVEMENT POOR Total Percentage 14 16 43 48 18 20 11 4 90 12 4 100 Page | 69 .

Of Range 150-300 300-475 475-800 800-1300 More than 1300 Total Freq. But it’s fact that the range factor totally depend upon the income of the customer Here company should not concentrate only on price but they should maintain the quality of the fabric so they can able to attract to customer. The income profile is also different in today’s India. The objective of asking this is to get information about the customer expectation . I n which range they prefer to buy a DIGJA. As per the result we can’t say that there are maximum people who want to purchase fabric at higher price. And here the factor affecting in purchase the different type of fabric in different range is money means INCOME .M fabric. 16 34 25 9 6 90 Percentage 18 38 28 10 6 100 Page | 70 ..-10 Choose the range of DIGJAM product you prefer to buy . No.Q.

Company has mass number of customer are in favor of it fabric but still company should maintain their price as well as quality. Excellent Good Satisfaction Need Improvement Poor Total 9 49 20 9 3 90 Percentage 10 55 22 10 3 100 Page | 71 .Q. Freq. As per the research result finds that Rest of the people view is that the price of DIGJAM is average compare to its competitors.-11 How does your view the price-competitiveness of DIGJAM fabric with its competitors? The main objective of asking this question to customer is that want to find out the current market condition of DIGJAM and what kind of image set in customers mind compare to its competitors like Raymond . Reid & Taylor etc.

Result is shown in below chart . Excellent Good Satisfaction Need Improvement Poor Total 13 22 24 7 4 70 Percentage 18 32 35 10 5 100 Page | 72 . More than 85% of the people were satisfied with company’s product packaging . Freq.-12 What do your feel about the packaging of DIGJAM product? Company should maintain its quality as well as have to maintain its product packing for attract to customers.Q. The survey also revealed the policy of the company. If company provides good packing with its product so they can easily attract the customers.

-13 Where do you prefer to buy DIGJAM fabric? The objective of asking this question was basically to know that from which outlet they want to purchase and what their demand toward company is. the company should open make more exclusive show rooms and make more retailers/dealers at such places to provide the customer with a cost effective and operationally efficient location.Q. As we observed in the research about Exclusive Show Room Digjam retail shops Shopping malls Total Freq. Whether the DIGJAM brand is easily. available to the end user or he has to travel less for purchase of the fabric. Page | 73 . 31 21 28 80 Percentage 39 26 35 100 Therefore.

the company takes it very seriously. The company policy is to produce the fabric at the best quality level to ensure no complaints. simply replace the genuine defective item with a fresh one without loosing much of time. The survey also revealed the policy of the company Freq. But even if any complaints arises in the fabric and are forwarded to the company.-14 How would you evaluate the responses given to you by company/retailers to your complain? This question was asked to customer to get an insight into whether there is any complaint coming up for the product and if ‘YES’ then responses given by the company/retailers is up to mark or not. Page | 74 . company should concentrate on this 20% people who were unsatisfied and also improve their outlet services. Excellent Good Satisfaction Need Improvement Poor Total 6 22 12 8 2 50 Percentage 12 44 24 16 4 100 Therefore. They.Q.

the customers always enter at the retailer’s place for purchase of product. snacks. feels comfortable and fully concentrates oil purchase of fabric. These services are offered to attract the customer to re-visit the retailer’s place again. Since. friendly environment (if possible ). tea. why would a customer especially drive to a shop. fight for parking and then enter into a store and pay. helping him to choose the right fabric etc. until retailer do not pull up their socks. Moreover. It is not surprising to see that 80% of the people were satisfied by the retailer before and after purchasing the product . one might wonder. offer unique services to the customers. offering cold drinks. Before purchase service includes a warm welcome by the retailer to the customer. The best of the product may not sell if the service offered to the customers is not satisfactory. There are equal chances that a customer may get annoyed with a bad services as with a bad product. This may include helping the customer by informing him about the proper care of the fabric. proper billing listening to any complaint or suggestions of the customers etc. giving home delivery service. bidding him a proper good buy. the customer become cool-minded. once the product is sold. The reason behind dis-satisfaction was mainly due to the pact that not all the dealers/retailers do an extra expense on the end-users.-15/16 Please states the services given by our retailer’s before/after purchase of our product ? Services are one of the most important parameters to be kept in mind. After purchase service is about services rendered after the customer has made the purchase. washing instructions. The key differentiator to brand choice is pre sales and post sales service experienced. where earlier also lie had got full satisfaction regarding the services rendered by the retailer or lie may be a referral client as well Page | 75 . offering a glass full of water. good service experience will be essential for brands to survive. ir-respective of how much they advertise or bring down price. The retailer is. These findings were made in the survey too. coffee or providing good packaging to the product. it will be hard for them to attract the customers. At this point.Q. word of mouth plays a very vital role. So that. comfortable seating. a similar price for a similar product that he or she would have purchased from any other store.

Excellent Good Satisfaction Need Improvement Poor Total Percentage 6 12 21 43 13 27 8 1 50 16 2 100 Page | 76 .Freq.

Q.-17 The distance of our digjam show room and retailer from your place? The purpose of asking this question was basically to know that whether the DIGJAM brand is easily, available to the end user or he has to travel a long distance for purchase of the fabric. As we observed in the survey about 20% of the customers come from the area of 3 kms . to purchase the fabric from the retailers counter’s counter and 22% of customer comes on an average from 1,2and 4 kms. and 40% of the customers were from more than 4 kms. This can be analyzed in two ways firstly, it can be seen as a strength for the company that it is able to attract its customers not only in local areas but from far areas too. But still on an average 17% of the customer were from the near or adaptive places. This shows tile brand loyalty mid brand image which the company has in the customer’s mind. Therefore, the company should open their exclusive show rooms and make more retailer/dealers at such places to provide the customer with a cost effective and operationally efficient location. The distribution of distance of DIGJAM retail outlet /showroom from customer’s place is shown above. But this data itself is not sufficient to make any decision. We also need to know as to how much distance a customer is willing in order to make a fabric/garment purchase. This Questionnaire assumes that a distance of 4km and above is ‘FAR’ for customer. In place like metropolitan cities, customers are willing to move to distances of around 20 km . in order to get good quality/reasonable prices/good brands, etc.

Page | 77

Freq. Very Near Near Average Far Very Far Total 3 13 20 16 38 90

Percentage 3 15 22 18 42 100

Page | 78

Q.-18 Rank the media you are in touch with (maximum to minimum) The purpose of asking this question was to know the media habits of the end user so that accordingly the advertising plan can be prepared by the company. Brand awareness and visibility can be achieved with the help of planned advertising activity.

This means that we should adequate presence on television, newspaper and magazines. Again the limitation was that if the survey was conducted in any other metropolitan city, the result might very a lot.
Freq. T.V. News Paper & Magazine Radio Internet Other Total 43 25 11 6 5 90 Percentage 48 28 12 6 6 100

Page | 79

tying up with the local store. In a market that is bursting at its seams with posters. As in modern era.V. on television. nor are they worth the hassles they bring with them.Q. advertisement is shown at the national level. a large number of sample populations were un-satisfied with the advertisement of DIGJAM in television channels. advertisement of DIGJAM fabric? All your efforts of choosing the right advertising medium. banners. Imaging seeing a big carving of your favorite dessert from a very far off distance or seeing huge ducks on a building! Stunningly huge graphics would no doubt stand out from the other advertisements. would prove to be useless. As in television. on television and rest 38% of the people were satisfied with adv. the reach ability of the company towards its customers is at a higher side. Moreover. signs etc. mostly companies aim to give their ads at national level.-19 What do you feel about the T. the brand image of the company also builds up with more advertisement. well that would neither solve the purpose. visibility is a tough battle to be won. Page | 80 . if your product does not cut through the marketing din and stand out. With the question being asked about the television ads of DIGJAM fabric. A battle won over visibility is wining half the battle in marketing your product. So. if you think of putting up huge billboards. drawing up a marketing strategy. 62% of the people were un-satisfied with adv. the right vendors to promote your product. But at the same time. without good advertisement policy it is not easy task to catch up the customers and influence or attract them to buy the product.

Freq. Excellent Good Satisfaction Need Improvement Poor Total Percentage 4 4 9 10 3 3 32 42 90 36 47 100 Page | 81 .

Therefore.Q. The result of the survey shows that about 78% people were satisfied & 22% people were unsatisfied. Moreover. Page | 82 . the company should give some extra advertisement to regain its market position at least at the regional level. as the company had some financial constraints. so regional level ads on newspapers.build its image at national level. magazines or local channel should be preferred. This question asked to get the view of the customer regarding the magazine and news paper advertisement of DIGJAM fabric.-20 What do you feel about the magazine & news paper? Giving advertisement at local area is an important source of generating revenue and sales for any enterprise. it gradually increase its area . As once the brand name becomes famous in local area.

Freq. Excellent Good Satisfaction Need Improvement Poor Total 2 11 13 31 33 90 Percentage 3 12 14 34 37 100 Page | 83 .

Readymade Cloth .Quality Oriented ..Mfg. A Ready To Wear Cloth . .Only Readymade Shirt. .Readymade Trouser .Readymade Garments .Ladies Wear In Domestic Market Page | 84 . .Readymade Garments ..Readymade Shirt .At Low Price Middle Class People Afforded It.I Want Readymade Formal Garments..Need More Improvement In Marketing.. .Readymade Fancy Jacket.More Bridal Collection ..Make More Adv. So Customer Can Aware About Your Product . .Jacket .Mfg.Customer expectation from DIGJAM .

fabric regarding its quality. A sales promotional scheme floated by the company is not impressive. Lack of promotional activities at national as well as in regional level. which is adversely affecting its domestic market. Lack of innovative idea regarding new application of product.9 FINDINGS Findings during the survey were: At present company’s more emphasis is on the export business.V. The main thing in the customers mind is that company manufactures only woolen fabric. Main complaints in P. price with feel and finish.7. Page | 85 .

company should prefer advertising through niche magazines. • Company should direct its attention on the shop-in-shop retail format for greater market penetration. cotton fabric. Page | 86 . • Company should improve its promotional activities • Company should aim and try to hit the right mark with teenagers too • It should also step into new segments like readymade garments.SUGGESTIONS • DIGJAM should go into the fashion shows because fashion shows serves as an interesting way to showcase your products and seasons offering to your customer. • DIGJAM should go into the fashion shows because fashion show serves as an interesting way to showcase your products and seasons offering to your customers. • Company should strategically locate its outlet in different areas. • To create awareness in areas of north an east. shawl and blankets.

Zha Mithileshwar . Keller Kevin Lane.. Marketing Management (13TH Edition) .org http://www.html http://www. WEB REFERENCES www.in. Ltd. Business Research Method (9th Edition).com Page | 87 . Schindler Pamela S. http://pages.Pearson Education Ltd.com www.apple.co. Koshy Abraham.infinite.BIBLIOGRAPHY / WEBOGRAPHY BOOK REFERENCES  By Kotler Philip.pressganey.  By Cooper Donald P..cssp.digjam. Tata-McGraw Hill Publishing Co.net/rodrigo/satisfaction.

Poor c. Excellent Improvement b. c. Need Page | 88 . e. 2Pcs Suit Trouser b. Blazer d. satisfactory d. No 2. What is your view on DIGJAM fabric ? a. Retailers 3. Adv. Yes b. satisfactory d. Who influences your decision to buy clothes ? a. How would your perceive the quality of DIGJAM products ? a. Safari e. OCM d. Which of the given garments you like to get stitched ? a. Reid &Taylor e. b. Others ________. Good e.CHAPTER-9-ANNEXURE DIGJAM LIMITED. Are you aware about DIGJAM product? a. 5. Excellent Improvement b. Poor c. 4. DIGJAM Raymond b. Shirt c. Which of the following fabric brands you prefer to buy ? a. Family Members d. JAMNAGAR {Customer Questionnaire} 1. Good e. Others. Need 6. Friends c.

Please state the services given by our retailers before purchasing our products. satisfactory d. 800 . satisfactory d. satisfactory d. Need 8. 12. Choose the Range of DIGJAM products you prefer to buy. satisfactory d. a. Exclusive Show Room Shopping Malls b. Poor c. More than 1300 9./Retailers to your Complain? a. Excellent Improvement b. Poor c. satisfactory d. Good e. Poor c. Good e. 475 . 300 – 475 c. Need Page | 89 . Excellent Improvement b. Excellent Improvement b. What do your feel about the packaging of DIGJAM products ? a. Where do you prefer to buy DIGJAM fabric ? a. What are your perception about the various design & colors of the DIGJAM fabric ? a. Need 11.7. Poor c. DIGJAM Retails Shops b. Need 13. 150 -300 b.1300 e. Good e. Excellent b. a.800 d. How do your view the P rice-Com petitiveness of DIGJAM fabric with its competitors? a. How would you evaluate the responses given to you by Co. Poor c. Good Improvement e. Good e. Excellent Improvement b. Need 10.

Rank Assign alphabets as per rank 1 b. 2 3 4 5 17. (Maximum to Minimum) a. Magazines and Newspapers Others_________. Excellent Improvement e. What do you feel about the M agazine and N ew spaper Adv. T. 16. a. of DIGJAM fabric? a. Poor b. satisfactory d. Very near b. Good c.14. Poor b. satisfactory d. What do you feel about the T. Good c. The distance of our DIGJAM Show Room and Retailer from your place. Need 18. Need 15.V. Excellent Improvement e. satisfactory d. of DIGJAM fabric ? a. Good c. Rank the MEDIA you are in touch with. Radio d. Please state the services given by our retailers after purchase of our products. a. Excellent Improvement e. Adv. Need Page | 90 . Adaptive (4 KM) d.V. Internet e. c. Very Far (1 KM) (2 KM) (3 KM) (More then 4 KM) c. Poor b. near Far e.

19. Suggestions:_________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ _______________________________________________________ 20. What is your expectation from DIGJAM? Which type of product you want from DIGJAM? _________________________________________________________________ ______ _________________________________________________________________ ______ _________________________________________________________________ ______ Consumer Details: Name: ______________________________________________________________________ Occupation: _____________________. Marital Status: ___________________ Annual Income: __________________ City: ___________________________ Page | 91 . Age: ________________________ yrs.

Unsatisfactory-1) KNOWLEDGE/ SKILLS/ATTRIBUTES RATING/SCORES IMMD. A) ATTITUDE • • • • Regularity in attendance Punctuality Desire to learn Attitude towards work B) RELEVANT PROFESSIONAL KNOWLEDGE • Professional Qualification for the • Relevant experience on the job C) CONCEPTUAL SKILLS • Ability to analyzer & use data • Recognizing problem / improvement Areas • Suggesting solutions on above D) FUNCTIONAL SKILLS • Setting priorities for work • Target orientation • Timely delivery of job E) INTERPERSONAL SKILLS • Ability to get along with juniors • Ability to get along with peers • Effective listening F) LEADERSHIP SKILLS • Ability to plan. Good-3.SUP. Organize & control • Assertiveness • Ability to articulate & motivate • Ability to take decisions Page | 92 .EXAMPLE PERFORMANCE APPRAISAL FORM DIGJAM LIMITED (DIGJAM WOOLLEN MILLS) Confidential Performance & Competency Assessment: 2006 Name : Designation : Date of Joining : Department : Qualification : Please rate the employee on a scale of 1-5 on the following parameters: Scale of rating: (Excellent-5. Average-2. Very good-4. HOD 1.

Please describe briefly any significant contribution / achievement on the job during last one year: 3.G) POTENTIAL ASSESSMENT • Ability to further improve in current job level • Ability to take additional / higher responsibilities at same level • Ability to take up a cross –functional rule • Level of Ambition IMMD. any specific need based tailor-made training.SUP. Please list down a few specific areas if any where employee needs improvement: 5. Please list down a few strengths of the employee: 4. Total scores by immediate superior: Total scores by HOD: Unit Head: Date: Page | 93 . job rotation etc.g. HOD 2. Any suggestion on methodology for brining in improvement in the areas listed at (4) above. e.

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