1.

Project Introduction

India is the third largest exporter of textiles and clothing in the International market. However, in terms of value its exports are just 1/6th of China, which is the largest supplier in the international market.

India occupies a competitive position when compared with its competing countries, particularly Pakistan and China. However, Indias textile export prices have not been as competitive as those of smaller countries like Vietnam and Bangladesh and faced severe competition in the EU and US markets. In the US market, India's average prices for textile exports declined in the post-quota period, but were still higher than China's and Pakistan's prices, a study by FICCI noted.

Average prices of textile exports in 2009 Country India Pakistan Vietnam Bangladesh China US* 1.92 0.93 3.00 1.97 1.43 * Dollar per sq m equivalent; ** Dollar per kg Source: FICCI Figure 1 Moreover, the abolishment of quotas has resulted in the emergence of several new entrants like Bangladesh, Vietnam, Thailand etc. This development has further raised the level of competition in the home- textile industry. In order to sustain themselves, the companies are further squeezing their profit margins, resulting in tough price negotiations and reduced margins. EU** 8.40 5.50 8.20 9.00 10.5

2. OBJECTIVES & SCOPE OF THE PROJECT

2.1 Scope of the Project Abhishek Industries also exports to the foreign retailers at extremely competitive prices. It caters to major retailers like Wal-Mart, Target, Sears, JC Penney etc. The challenge, in supplying high volume products at very competitive prices to the retailers, is that the profit margins for the company are under pressure. In order to deal with this challenge, the company is trying to move to the higher end of the market to improve its bottom line. Since there is less competition at the upper segments of the market, it is imperative the company should attain higher market share in the branded business. The company has started supplying to higher retail segments like brands to Kohls (Vera Wang) and Liz Claiborne. As it can be seen, that supplying to high value terry towel brands in the U.S market can help Abhishek Industries to increase its profit margins and supplement its mainly volume- driven replenishment business.

Trident is setting up a state of the art unit for manufacturing Bathrobes. The unit will have a capacity of 1.5 million units per year. It needs to study the current market and region for Terry Towel Bathrobes so that they can create an edge in the market. So the project is to gain the complete knowledge of Terry Towel Bathrobes- their types, who are their major manufacturers - their consumers etc.

Understanding the complete process how the company operates in from getting the orders from the buyers, purchasing of yarn, weaving of yarn, dyeing, cutting, stitching and packing and then Marketing them is a real time experience.

2.2 Objectives of the Project: The main objectives of the project are: To gain complete knowledge about bathrobes To study current market and region for terry bathrobes To study current demand for bathrobes To collect competitors information To formulate a strategy for Abhishek Industries Ltd.

3. LIMITATIONS OF THE STUDY

Majority of the research has to be carried out through secondary data as a first-hand view of the current market of bathrobes in the whole world is not possible Limited amount of information is available about the manufacturers on the internet, which is the main source of data- gathering Employees of the company have a limited knowledge about bathrobes because the plant has not set up yet so it is not possible to get any information from them as a primary source

4. THEORETICAL PERSPECTIVE 4.1 Textile An Introduction

4.1.1 The Textile and Apparel Industry India is fast emerging as a key player in the global textiles and clothing market. The Indian textile Industry is a significant contributor to trade. It Accounts for 8% of global trade in textiles. Exports are growing at 11.8% estimated to grow at 15 to 18% (IBEF-KPMG report, 2007). Clothing accounts for roughly 60 per cent of the market while textiles constitute the balance 40 per cent. On 1 January 2005, the WTO Agreement on Textiles and Clothing (ATC) came into operation replacing the earlier Multi-Fiber Agreement (MFA). The phasing out of the MFA has triggered exponential growth for global textile trade. The abolishment of the quota system has brought the entire market at a turning point with players like China and India beginning to make their presence felt

Global Textile and Apparel Trade 2007 Global Textile Trade China's Exports India's exports $395 billion $97 billion $14 billion 2009 $450 billion $160.7 months) $20.5 billion billion(11 2011 ( estimate ) $600 billion $220 billion $50 billion

Figure 2

However, this development has also reduced entry barriers for new entrants in the industry. This has resulted in the emergence of new competitors like Pakistan, Vietnam and Bangladesh. According to a report by the FICCI, smaller countries like Vietnam, Bangladesh and Pakistan have wrested the advantage in textile and clothing exports from India, raising their exports to markets like the US and the EU in the post-quota period. Major Trends in Textile Globalization:

Developed countries in Europe, North America and Asia continue losing market shares, as they are facing surging competition from low-cost producers. Regional partners of the U.S. and E.U are also losing market shares. Processing trade with Mexico- Central America on the U.S side and North AfricaTurkey on the Europe side is decelerating to the detriment of U.S and EU textile companies.

China has continued developing its textile and clothing exports although quotas were re-imposed by the United States and Europe. Poorest countries in Asia continue gaining ground due to their very low-cost production. Bangladesh, Cambodia and Vietnam are true winners in the post- quota period.

4.1.2 Indias share in the International textile and apparel market: India's share in international imports of textiles and clothing increased by just 1.6 per cent between 1995 and 2009, whereas that of Vietnam increased from 0.04 per cent to 4.7 per cent and that of China went up from 11 per cent to 33.5 per cent. India was the third largest exporter of textiles and clothing to the International market. However, in value terms, the country's exports were just 1/6th of China which was the largest supplier in International market. In volume terms, Pakistan was the second largest exporter of textiles and clothing to the International Market in 2009 and India was the fourth largest supplier. Vietnam, which exported only $17 million worth of clothing to the International Market in 1995, exported $4.35 billion of clothing in 2009 as compared to $3.2 billion exported by India. 4.1.3 Future of the Indian Textile and apparel Industry: According to the Confederation of Indian Industry-Ernst & Youngs textile and apparel report 2009, the demand for apparel and woven textiles to grow by 25 per cent to about 35 million tonnes by then, of which 85 per cent would be sourced from Asian countries. A higher growth trajectory for Indias textile and apparel sector is to be expected, with sourcing from India by global retailers set to increase at a combined annual growth rate of 12 per cent.

4.2 ABHISHEK INDUSTRIES LTD.-TRIDENT GROUP

Trident Group is a dynamic and continuously growing group of companies creating a buoyant economic climate. The group is focused on generating economic prosperity for the stakeholders, while growing harmoniously with the community and environment. Leveraging business from an expanding product portfolio, Abhishek Industries Limited, the flagship company of the group, is one among the top 5 global terry towel giants of the world. What's more, the company is one of the world's largest agro-based paper manufacturers and one of the largest yarn producers in India. Strong business ethics, excellence in business, productive work environment, continuous improvement through sound corporate governance and dynamic employee engagement have been at the foundation of the continuous success of the group. Making way in Punjab as an agro-based manufacturer in 1990, the group has diversified and expanded manifold, giving way to businesses based on sustainable growth. Under the dynamic leadership of Mr. Rajinder Gupta, the CEO and MD of the group, Trident continues to grow embracing new challenges, expanding boundaries and creating new opportunities. With businesses spanning across 65 countries, Trident Group today is a Rs. 25 billion enterprise with an employee headcount of more than 10,000, and providing indirect employment to 20,000 people. Therefore, Trident is a pioneer at implementing sound Corporate Governance

as the basic management principle. Apart from being the proud recipient of ICSI National Award for Excellence in Corporate Governance in 2006, Abhishek Industries Limited has been continuously lauded with the prestigious 'International Supplier of the Year' award for 2001, 2003, 2005 and 2006 by Wal-Mart, USA, 'Supplier of the Year Award' for 2006 by JC Penney Corporation and IKEA TASA 'Best Supplier of the year' Quality Award. Today with a Compound Annual Growth Rate (CAGR) of more than 30%, Trident is one of the fastest growing group of companies of India. And at the core of this progress is the motto - Inspired by challenge.

4.2.1 The Portfolio: YARN

Yarn division manufactures both combed and carded yarn besides polyester cotton and PVA yarn. Besides catering to the captive consumption by terry towel division, the yarn division has developed a significant presence in the export market with its quality products. Trident commenced its yarn operations a decade ago and today they are reaching out to markets in America, Europe, Africa, and the Far & Middle East.

TERRY TOWELS

To vertically integrate the existing cotton spinning facility, the ultra-modern Terry Towel Manufacturing Unit was commissioned in 1998, to produce quality terry towels. The plant runs at a current capacity of above 268 looms in Terry Towels and above 6825 TPA in Cotton Yarn processing. The plant is spread across about 300 acres of land with a state-of-the-art technology sourced from Japan, Switzerland, Germany, Belgium & Italy.

PAPER

The Paper Division of Trident was commissioned in 1992 with a plant production capacity of 40 TPD and presently the production capacity is 112 TPD. The focus is on Writing and Printing grades of paper for different segments.

4.3 BATHROBES Trident is setting up a state of the art unit for manufacturing Bathrobes. The unit will have a capacity of 1.5 million units per year and will manufacture the complete range of bathrobe.

A bathrobe, dressing gown or housecoat is a robe. A bathrobe is usually made from towelling or other absorbent fabric, and may be donned while wet, serving both as a towel and an informal garment. A dressing gown (for men) or a housecoat (for women) is a loose, open-fronted gown closed with a fabric belt that is put on over nightwear on rising from bed, or, less commonly today, worn over some day clothes partially dressed or

undressed in the morning or evening (for example, over a man's shirt and trousers without jacket and tie). The regular wearing of a dressing gown by men about the house is derived from the 18th- century wearing of the banyan in orientalist imitation . The Japanese yukata is an unlined, cotton kimono worn as a bathrobe or as summer outdoor clothing. Several styles of bathrobes are marketed to consumers, categorised by textile material and type of weave.

4.3.1 The History of Bathrobes Have you ever wondered the origin of bathrobes? The bathrobe essentially began with the robe. Robes have taken large roles throughout the course of history, and there are robes in addition numerous

to bathrobes. Robes are worn in religious ceremonies, as

clothing for judges and lawyers, and are also used as part of academic graduations. As time has progressed, these various robes have transformed into the bathrobes of today.

To understand the history of bathrobes, one must start with the robe. Defined as a loose fitting outer garment, the English word robe was taken from the French word meaning "a woman's dress."The robe was differentiated from other similar garments, such as capes or cloaks, because of its sleeves. One of the most noted robes in history is the seamless robe worn by Jesus Christ at the time of his crucifixion. This actual seamless robe is currently kept at an altar by the Roman Catholic Church, and was last publicly viewed in the year 1996.The Chinese are well known for their use of robes Chinese robewere made from fine fabrics such as silk, and worn as outer garments. These robes were also adorned with intricate embroidery. These robes were worn as far back as the 1800s,throughout a large part of the Chinese dynasties. A style of robe that is an inspiration to the design of bath robes, is the Japanese kimono style robe. These styles of robes also date back to the early 1800s. The kimono style robes were considered pieces of art by the Japanese. These garments were usually created from silk fabric, or even gold foil, and also had elaborate embroidery. The Chinese and Japanese robes of ancient times are still currently used as traditional apparel in these countries.

The Bathrobe Transformation As history has progressed, the robe has gradually transformed into the bathrobe. Bathrobes can be defined as robes worn after bathing, or similar activities such as swimming. I European countries, baths were commonly taken in bath houses where several other people would be bathing. Bath robes were commonly used in these countries to cover the body for warmth, as well as, providing privacy. Bath robes of modern times are used for in this very way, and for similar purposes. Both men's and women's bathrobes of today are inspired by the robes of the past, and are available in a wide array of fabrics, colors, and styles.

4.3.2 Styles of fabrics Bathrobes are generally made of four different fabrics.

Cotton: Cotton is a natural fibre consisting primarily of cellulose and is one of the most commonly used fibres in textile manufacturing. Due to the polarity of cellulose, cotton bathrobes absorb water easily and are frequently used by the beach, pool, or following shower. Cotton bathrobes are especially suited to use in hot climates because cotton tends to absorb perspiration.

Silk: Another common fabric used in bathrobes is silk. Silk is a fine lustrous fibre composed mainly of fibroin and produced by the secretions of certain insect larvae (normally silkworms) forming strong, elastic, fibrous thread. These kinds of bathrobes can be relatively expensive due to the cost of producing silk. Such bathrobes are very thin and lightweight. These bathrobes are not particularly suited to wet environments because they lack the surface area and polarity necessary to absorb water. However, silk dressing gowns are the traditional choice, since they are not worn after bathing. Microfibre: Microfibre is an extremely fine synthetic fibre, typically made of cellulose or polyester, that can be woven into textiles to mimic natural-fibre cloth. Modern micro fibres are developed to maximise breathability and water absorption and can be thinner than the width of human hair. Much like silk, robes made out of microfibre are light in weight and are very soft to the touch. Microfibre is flammable.

Wool: Wool is common in colder climates.

4.3.3 Styles of weave Bathrobes are also categorised by their shape of weave.

Flannel: Flannel is a soft woven fabric, made from loosely spun yarn, usually cotton

Terry: Terry is a pile fabric, usually woven of cotton, with uncut loops on both sides, used for bath towels and robes. The longer and denser the loops are, more absorbent the bathrobes are.

Velour: Velour is a fabric with cut loops. Velour bathrobes are typically made with terry inside, as terrycloth absorbs water better than velour. Velour gives the bathrobe luxury, coziness, and makes the garment softer to the touch.

Waffle: Waffle fabric is loose and has a distinctive "gridlike" appearance. For most part, these bathrobes are designed for their light weight. "Pique" is a type of waffle weave that can be applied to cotton, velour, silk, and other fabrics.

4.3.4 Types of Bathrobes Kimono Shawl Collar Hooded Notch Collar Cashmere Body Wraps Spa

Kimono Bathrobe

The kimono style robe actually has no collar per se. It generally provides more comfort to the wearer in warm weather.These are T-shaped, straight-lined robes worn so that the hem falls to the ankle, with attached collars. Kimonos are wrapped around the body, always with the left side over the right.

Shawl Collar Bathrobe

This is so called because the collar closes about the neck just like a shawl. The shawl collar is borrowed from its use on men's evening wear, the dinner jacket and smoking jacket, and is common on traditional dressing gowns. The shawl collar gives a feeling of warmth and cosiness.

Hooded Bathrobe

Just addition of a hood (cap) in a robe is a hood robe.It is sewn into the neckline, which can be worn over the head to keep it warm and help dry wet hair.

Notch Collar Bathrobe

The notch detail is actually in the lapels that attach to each side of the collar portion that fits around the neck. Rather than a plain straight or curved lapel section added to the neck portion of a collar, a notch, or cut out section, accents each of the lapels. The V-shaped notch tends to give clothing a formal look that has become popular for suits look.

Cashmere Bathrobe

Cashmere bathrobes are very comfortable, when you wrap yourself in good quality cashmere robes they give great feeling. These are made of cashmere and available in different designs, sizes, colors.

Spa Bathrobes

Spa bathrobes are those which are used at thae time of Spa.These are luxury bathrobes used by Hotels and Spa resorts etc.

4.3.5 Major Manufacturers There is a big market for bathrobes all over the world. The major manufacturing countries of bathrobes are: China Pakistan Turkey India

5. RESEARCH METHODOLOGY
The earlier chapter dealt with the conceptual facts and also the introductions that are needed to be understood to have clarity on this projects topic. This chapter deals with the methodology that was used while carrying out the project. This chapter would give the detailed process how appropriate methods were chosen and designed, what were the target sample and the method that was used for it. 5.1 Primary Data Collection for Customers and Franchisee Outlets: 5.1.1 Descriptive Research Design: The research design adopted in this study is Descriptive Research Design. A descriptive research design is the one which is description of the state of affairs as it exists at present. It includes survey and fact finding enquiries of different kinds. The researcher has no control over the variables. The researcher used this research design to find out the respondents attitude and their awareness For Hotels: This research design is used to find out the kind and usage of bathrobes by the hotels and their satisfaction with their current vendor as they are the major customers of this product. For Retail Outlets: This research design is used to find out the types of bathrobes they sell at their showrooms and the customers preference.

5.1.2 Sampling Design: A sample design is a definite plan for obtaining a sample from a given population. It refers to the techniques or procedures the researcher would adopt in selecting items for the sample.

5.1.3 Convenience Sampling: The researcher adopted convenience sampling. It is the non probability sampling is that sampling procedures does not any basis for estimating the probability that each item in the population has of included in the sample. The researcher selects the people according to their convenient.

5.1.4 Sample Size: A sample of Hotels and Retail outlets are to taken as a sample where bathrobes are used and sold. The required data collected through questionnaire. For Hotels: The target sample for this study is Five Star Hotels in various cities of India like Delhi, Jaipur, Bombay, Ludhiana and Chandigarh. Hotels include Taj, Oberoi, Park Plaza, Mount View, Shivalik View, Lemon Tree, Club Mahindra, Taj Palace etc. For Retail Outlets: The target sample for this project is retail outlets in areas of Ludhiana and Chandigarh that was done independently.

5.1.5 Sampling Area: The sampling unit may be a Geographical one such as state, District, Village etc. The geographical sampling unit under study has covered the area of Ludhiana, Chandigarh, Delhi, Bombay and Jaipur. The various locations where survey was conducted includes: For Hotels: The target sample for this study is Five Star Hotels in various cities of India like Delhi, Jaipur, Bombay, Ludhiana and Chandigarh. For Retail Outlets: The target sample for this project is retail outlets in areas of Ludhiana and Chandigarh that was done independently. For Ludhiana: Mainly outlets in various shopping malls like West End, Ansal, Flames, Model Town Market, Mall Road and Ghumar Mandi For Chandigarh: Mainly outlets in various markets like Sector 17, 3B2, 7 Phase Mohali and Centra Mall

5.2 Secondary Data: As far as the secondary data is concerned, data was taken from company websites, journals, company database and annual reports. Information regarding Retailers all over the world were gathered from their websites for analysis.

5.3 For Data Analysis: After collecting the data, data analysis was done in which use of graph, charts and tables and many other statistical tools were taken to do the analysis of the present situation.

5.4 Findings and Recommendations: After the analysis, various findings came out to get the right decision and after that the recommendations for decision-making regarding marketing strategy for bathrobes so that it can create an edge in the market.

6. DATA COLLECTION
The last chapter dealt with the methodology that was carried out to make this project, that showed what are the various method through which data have been collected and what would be done with the data , how findings, recommendations would be drawn. This chapter deals with the data that has been collected while doing field work for this project. For collecting the data a structured questionnaire for both Hotels and for the Retail outlets were prepared to get detailed and structured information regarding the project. Given below is the questionnaire:

6.1 Questionnaire for Hotels

QUESTIONNAIRE Retailer Details :Showroom Name : Respondent Name :.. Designation & Department : ... Address : ..... Contact No : .

Mark your preferences from the options: 1. Do you sell Bathrobes at your showroom? a. b. Yes No

2.

Which kind of Bathrobes you sell? a. Branded b. Non-Branded

c. Customized

If Branded, then Please specify the Brand If Customized, then what is your standard a. Emb Logo b. Embossed Logo c. Weaved Logo d. Color e. Size

3.

Which design of Bathrobes you are currently selling ? a. Hooded b. Collar/Shawl

c. Kimono

Any other Please Specify.. 4. Please confirm bath robe quality that you are currently selling ? a. Waffle d. Sheared b. Silk e. Knitted c. Terry f. Woven /Shirting

g. One side Terry other side waffle Any other Please Specify 5. Which color of Bathrobes you are currently selling? a. White b. Colored Any special color, Please specify 6. Please confirm bath robe size(s) that your unit is currently selling? Size Length/Chest a. Small 45/20 b. Medium 46/23 c. Large 47/25 d. Extra large 49/26 e. Any other .. What is your source of Bathrobes? a. Manufacturers b. Own Manufacturing unit b. Dealers d. Imports from Abroad What is your packing style? a. Single Bathrobe in one pack b. Pair of Bathrobes in one pack c. Loose Bathrobes d. Any Other Style How many trims are there on each Bathrobe? a. One b. Two c. More

7.

8.

9.

10.

Which type of packing trims do you use?

11.

What is your range of Bathrobes? a. Less than Bath towels b. More than Bath towels c. Equal to Bath towels

12.

What is your Price range of Bathrobes? a. Rs.300-500 b. Rs. 500-700 c. Rs.700- 1000 d. Above

13.

In which category does your customer lies? a. High- end b. Middle end

c. Any other

14.

When does a customer prefer to purchase Bathrobe? a. Along with the Bath towel b. Along with any other bath product c. Purchase only bathrobe What factors do your customers look while purchasing Bathrobes? (Please rank them 1-4) a. Price b. Features/design c. Quality d. Brand Are your customers satisfied with the quality of Bathrobes that you presently Selling? a. Yes b. No Any Suggestions . . . .

15.

16.

As far as data collected for the questionnaire given above is concerned, the data was used to understand what type of bathrobes are used by the Hotels so that we can understand their demands regarding Bathrobes, their annually consumption and their satisfaction from their current vendor.

6.2 Questionnaire for Retail Outlets

Company Details :Company Name : Respondent Name :.. Designation & Department : ... Address : ..... Contact No : .

Questionnaire Details Questionnaire is divided into three categories. These are as follows: Category 1: Information about Bathrobes and its usage

Category 2 : Current sources of Bathrobes and satisfaction Category 3: Consumption of bathrobes

Mark your preferences from the options: 1 Do you use Bathrobes in your hotel?
a Yes

b No 2. Which kind of Bathrobes your Hotel prefers?

a. Branded b. Non-Branded c. Customized

If Branded, then Please specify the Brand If Customized, then what is your units standard a. Emb Logo b. Embossed Logo c. Weaved Logo d. Color e. Size

3.

Which design of Bathrobes your unit is currently sourcing ? a. Hooded b. Collar/Shawl c. Kimono Any other Please Specify..

4.

Please confirm bath robe quality that your unit is currently sourcing ? a. Waffle b. Silk c. Terry d. g. Sheared e. Knitted f. Woven /Shirting

One side Terry other side waffle Any other Please Specify

5.

Which color of Bathrobes you are currently sourcing? a. White b. Colored Any special color, Please specify

6.

What is your annual budget for Bathrobes? INR Lacs

7.

Please confirm bath robe size(s) that your unit is currently sourcing? Size Length/Chest a. Small 45/20 b. Medium 46/23 c. Large 47/25 d. Extra large 49/26 e. Any other .. What is your source of Bathrobes? a. India b. Abroad In which category does your vendor lies? a. Only Fabricator b. Manufacturer and Fabricator *(Fabricator who buys raw material from other sources) What factors you look while purchasing Bathrobes? (Please rank them 1-4) a. Price b. Features/design c. Quality d. Brand

8.

9.

10.

11.

Are you satisfied with your current vendor? a. Yes b. No If No, what are the reasons a. Quality b. Price c. Service d. Product Basket

12.

Are you and your guests satisfied with the quality of Bathrobes that you presently sourcing? a Yes b. No If No Please Specify..

13.

Generally Hotels have following categories- Rooms/Luxury Suits/Spa and Health. A. Do you use same type of Bathrobes at each category? a. Yes b. No

If No Please Specify ............... ............................................................................................................................. B. What is your requirement of Bathrobes per room? a. 1 Par c. 3 Par C. b. 2 Par d. 4 Par

What are standard for number of washes and currently how many washes are you getting from your current source. Required : washes Actual : washes

14.

Do you want to give Bathrobe as a gift to your guest and staff on regular or on special Occasions? a. Yes b. No

Any Suggestions . . . .

6.3 Secondary Data Collected

The information regarding various retailers all over the world was collected through their websites. The information was regarding type of bathrobes they sell, Colors, size, price points etc. The retailers include Walmart, K Mart, Sears, Tommy Hilfeger ctc.

Retailer Country Walmart US

Type of Bathrobes 1 Dania Down plush

Material Polyster Microfibre

Color Chocolate glacier green pink stone blue straw white

Size S/M/L/ XL

Price $77

2.Spa

100% Polyster

White

S/M

$19

3. Velour Robe 4.Spa Robe

100% Cotton Terry Cloth

White

$69

Apple Green Aqua Black Light Pink White

$59

1.Kimono JC Penny men

for

Terry

White Tan Navy Sport

Regular/ Big

$39

US

2.Spa Wrap robe

Cotton/ Polyester

Burgundy Pure Pink Delicate Blue S/M/L/XL $36

Aruba Blue 3.New born robe Terry Blue pup Pink Hearts Yellow Duck 1.Shawl K Mart US Collar Terry Pink, White One size $49.99 0-9 Months $9.99

robe (unisex)

2. Kimono Robe 3. Womens Satin Robe 1.Womens Lands End 2.Mens Collar Shawl Collar

Cotton

White Blue

S/M/L/

$19.99

Satin

Pink Pink Blue White Grey Rich Red

XL

$11.99

$29.9

S/M/L/ XL

$59.50

Shawl Terry

White Dark Pine Black

3.Hooded Bathrobe

Girls 100% Polyster

Ivory Vivid Blue

S/M/L

$64.50

US Kohls

1 Kimono wrap Cotton/ robe Spandex White, 2.Kimono robe wrap Waffle weave (Pattern Blooms) Blue peach black, S/M/L/ XL

$32

$38

3.Satin wrap robe Cotton/ 4.Floral wrap robe ruffled Spandex Polyester

$48

$32

Target Uk

1.Shawl,

collar, 100% Polyster,

S/M/L/ XL

$49.9

hammed cuffs, 2Hooded (infants)

Cotton Terry

Pink, white Beige, chocolate,

blue, Regular

$17.9

Sams Club

Canada

1.Shawl microfibre

colar Terry

L/M

$38.5

white, sage 2.Unisex 100% Turkish cotton 1.Shawl Nord storm collar Regular Pink, white L/ XL $29.8

wid large pockets 2.Burberry hooded (infants) 1.Full length Cashmere Grey, oatmeal, XS/S/M/L pink $349 womens robe Cotton terry White XS NA

Bed Bath and Beyond

2.Bamboo

Satin

White,

ivory, One size

$119

aloe, chocolate, mineral, granite White, black

3.Spa Bathrobe 4. collection

unisex Waffle weave Hotel 100% cotton Terry

Peach, yellow, S/M/L green, white

S/M/L/ XL

$59

$39

1.Ultra L.L. Beam Fleece robe 2 bamboo 3. Hooded Zucchi Italy Kimono Hooded Shawl Luxury Hotel Kids Caleffi Italy

soft Cotton

Blue, pink

white,

$49.5

Premium Cotton terry

White, cream

Fit

$59.5

Terry Terry

White ALL NA

$39.5 NA

1.Barbie Hooded Cotton for girls 2.Sport Hooded Toweling

Pink S/M/L Cyclamen and 4 years, 6 years, 8 Violet years, 10 White and Lilac years 60,50 38,00 38,00 33,00

3.Plain Jacquard Micro towel Hooded 4.Baby Bathrobe

100% cotton Pink, white

Soft cotton towelling

Frette

Italy

Shawl

collar Cotton Terry

Ivory, white XS/S/L/M/ XL $125 OS XL $220 $395

plush unisex 2. Spa with logo 3.Spa Wrap 4.Velour

Terry velour White, grey

100% cotton White, silver velour terry Shawl Navy

collar with piping 100%Cotton

Descamps

France

1.Baby bathrobe

Percale

Mariee 2 yrs, 4 yrs. 6 yrs 47.00 44.00 56.00

100% cotton Nuage Velour 2. Baby bathrobe 100% cotton Bulle with embroidery 100% cotton Velvet Jalla France Judo Shawl Collared Hooded 100% combed cotton terry Mahroon Pink White

NA

NA

France Costco Swedan Ikea Portugal Torres Novas

Kimono

100% Cotton

White, cream

One size

$34.99

Collar Shawl . Kimono Children Bathrobes

100% Cotton Terry

White

L/XL

22.99

White Cream Brown Orange Pink, Green Yellow, Blue

S/M/L/XL

NA

Portugal Somani

Kimono Collar Hood

93% Micro Pink, cotton Polyster

yellow, S/M/L/XL

NA

7% blue, white

England Christy

1.Essence Robe Kimono

100% cotton Parchment Indigo White Parchment Charcoal S/M/L

35.00

2. Shawl collar 100% styling 3. Luxury Egyptian 4,Spa Robe Egyptian Cotton

45.00

60.00

100% cotton Duck egg blue Cotton Parchment 47.50

waffle terry

/ White White Linen Soft Chambray

UK Tesco

Hotel-Kimono Collar

Terry

White

S/M

35.00

Israel Kitan

Velour Kimono Hooded

NA

NA

NA

NA

Australia 1.Hooded Sheridon pink Fleece

with stripes 100% cotton

White

$29.95

2. Empire Bath Robe design 3.Shawl Collar unisex Natural $69.95

Microfleece Australia Kimono Domtex US Noutica US Jos-ABank US Bealls 1.Wrap up robe 2.Floral Robe Set Cotton Shawl Collar Shawl Velour Cotton Terry Extra absorbent terrycloth Yellow, Multi Pink 0-9 months S/M/L/XL $25.20 $9.99 White Blue Ivory, Navy S/M/L/XL $89.50 L/XL $42.50 100% cotton NA NA NA

US Macys

1.Hotel collection bathrobe 2.Hotel collection unisex Waffle bathrobe 3. Luxury lush bathrobe Green Tea White long 100% Cotton Vanilla White

S/M/L

$99

One size

$80

$125 49,99

US Hustler US NAP Inc

Kimono bathrobe Womens robe

honey 100% Cotton Spa NapSoft material

White

M/L

Ice Blue Lattle Pink

Regular

$79.95

US Ralph Lauren

1.Long Wrap

Plush Cotton Terry

White

P/S

$125

White

0-9 Months

$70

2.Hooded bathrobe long sleeves with

100% cotton Blue S/M/L/XL Cotton White Cream on white Black on white $150

3.Luxury unisex Terry Shawl design US Calvin Klein 1.Lush Bathrobe 2.Shawl collar Waffle Terry Cotton Collar

Green Tea White White One size $125

Bathrobe(unisex)

US Tommy Hilfeger

1.Classic bathrobe logo (Men)

cotton Terry with

Classic White

L/S/M

105,00

100% 2.Stanley Bathrobe (Men) Cotton

Multi

S/M/L/XL

70,00

3.Classic Cotton 100%Cotton Classic White Bathrobe with Terry

L/XL

95,00

long sleeves and logo (Women) 70,00

4 Belt with front 100% pocketd and logo Cotton on sleeves (new arrival)

Grey Heather

M/L

The data collected was used for analysis on the basis of price points, colors and types.

7. INTERPRETATION AND ANALYSIS

In this chapter, we will be dealing with all the analysis and interpretation of the data and the necessary information that has been collected for this project. In this chapter, various statistical tools would be used to interpret the data effectively. 7.1 Analysis of data collected from Hotels Kinds of Bathrobes used by the Hotels

Kinds of Bathrobes

30% 0% 70% Branded Non-Branded Cusomizedt

Figure 3 The above figure depicts that 70% of the Hotels prefer to provide customized bathrobes to their guests whereas 30% prefer Branded. These brands include Bombay dyeing, Welspun etc. None of the hotels provide Non branded bathrobes.

Hotels Standard for providing Customized Bathrobes

Standard for customized Bathrobes

36%

28% 0% 36%

Embroided Logo Embossed Logo Weaved Logo Color Size

Figure 4 The above Pie - Chart depicts that the hotels which provide customized bathrobes 36% out of them prefer to have their Embroided logo on the bathrobes, 36% of them prefer some customized sizes for their bathrobes, 28% prefer customized colors for bathrobes.

Hotels Preference for Color of Bathrobes

Color of Bathrobes
9% 18% White 73% Colored Others

Figure 5

This figure depicts that 73% of the Hotels prefer to provide white bathrobes to their customers whereas 18% prefer colored bathrobes (Pink, Blue).Only 9% prefer to provide others like Multi check bathrobes for their customers.

Hotels Preference for Quality of Bathrobes

Quality of Bathrobes
0% 9% 27% 55% 9% Waffle Silk Terry Sheared Knitted Woven

Figure 6 This figure depicts that 55% of the hotels prefer to provide Waffle quality of Bathrobes to their customers whereas 27% prefer Terry bathrobes, 9% prefer Silk Bathrobes and 9% prefer Woven. This shows that Indian Hotels go for Waffle bathrobes.

Hotels Preference for Size of Bathrobes

Size of Bathrobes
10%

9% 24%

24%

Small Medium Large

33%

Extra large Others

Figure 7 This Pie-chart depicts that 33% of the Hotels prefer to provide Medium size of bathrobes to their customers whereas 24% prefer Large size of Bathrobes and 24% prefer to provide Small size of Bathrobes to their customers. Only 10% provide other sizes of bathrobes. It includes Extra small or one size of Bathrobes that fits for all.9% of the Hotels prefer to provide Extra Large of bathrobes to their customers.

Hotels Preference to Attributes While purchasing Bathrobes

Preference to Attributes while purchasing Bathrobes

4 3.5 3 Number 2.5 2 1.5 1 0.5 0 Price Features Quality Brand 1 2 2 3 4 2 4 1 4 3 Ranks 3 2 3 2 2 4 2 4 4 3 Price Features Quality Brand

Figure 8 The above column-chart depicts that 37% of the hotels give Price rank 1, 35% gives rank 2, 12% gives rank 3 and 16% gives rank 4 and same ranking is given to other attributes like Features, rank 1 by 33%, rank 2 by 29%, rank 3 by 16% and rank 4 by 25%. Quality is ranked as 19% rank 1, 27% rank 2, 20% rank 3 and 33% rank 4 and Brand is ranked as 11% rank 1, 9% rank 2, 52% rank 3 and 26% rank 4. This shows that Brand is least important for the customers of branded garments.

7.2 Analysis of data collected from Retail Outlets Retail Outlets Preference for design of Bathrobes

Design of Bathrobes
22% 56% 22% Kimono Hooded Collar

Figure 9

This pie-chart depicts that 56% of the Retail outlets sell Kimono Bathrobes, 22% of the retailers sell Hooded bathrobes (only for kids) and 22% of the retailers sell Collar Bathrobes. This shows that there is more demand ok Kimono bathrobes in the market. Hooded Bathrobes are preferred only for kids.

Retailers Preference for Quality of Bathrobes

Quality of Bathrobes
14% 22% 7% Waffle Silk 57% Terry Cotton

Figure 10

This figure depicts that out of all the retail outlets surveyed, 57% sell Terry Bathrobes, 22% prefer to sell Waffle Bathrobes, 14% sell Cotton Bathrobes and only 7% of the Retailers sell silk Bathrobes. This shows that there is great demand of Terry bathrobes by the customers in the market. Silk bathrobes are in less demand as they are the luxury bathrobes and are expensive.

Retailers Preference Regarding Packing style of Bathrobes

Packing Style

29% 47% 24% Single in One pack Pair in one pack Others

Figure 11 This pie-diagram depicts that 47% of the retailers pack single Bathrobe in one pack while 24% has a packing style of a pair of bathrobes in one pack.29% of the retailers use other packing styles like with bath towels and other products. This shows that majority of the retailers has simple packing style of one bathrobe in one pack. Retailers use Polly Bags, plastic Bags, and many other attractive packings.

Category of Retailers Vendor

Category of Vendor

28%

17% Manufacturers 33% Own Manufacturing unit Dealers Imports

22%

Figure 12

This figure shows in which category retailers vendor lies whether he is a manufacturer or fabricator or both. So the survey shows the 33% of the retailers have their own manufacturing unit. Other retailers source from outside. Out of them 28% of the retailers imports bathrobes, vendors of 22% of the retailers are dealers and vendors of only 17% of the retailers are manufacturers like Welspun and Bombay dyeing. This shows that mostly retailers have their own manufacturing unit like Bombay dyeing, Welspun and Rosebys. Only the big retailers imports bathrobes.

Price Range of Bathrobes at which Retailers sell Bathrobes

Price Range
15% 31% 15% 300-500 500-700 39% 700-1000 Above

Figure 13

This pie-chart shows price ranges at which different retailers sell Bathrobes. The survey tells 39% of the retailers sell bathrobes between the range of 700-1000. 31% of the retailers sell more than 1000.15% retailers sell between the range of 500-700 and other 15% sell bathrobes between the range of 300-500. The price of bathrobes depends upon many factors like sourceif bathrobes are imported then they will be sold at high prices.

7.3 Analysis of Retailers all over the World Analysis of Bathrobe Retailers
On the basis of Price Points

A. US Market

Price Points

$9-$15 JC Penny Bealls

$15-$30

$30-$50

$50-$80

$80$120 Lands End BBB Jos A Bank Macys

$120$300 Kohl's Ralph Lauren Calvin Klein Tommy HF Sears

$300-$400

Retailers

Walmart

Wal Mart

Walmart Lands End BBB

JC Penny

K Mart Lands End Bealls Target Sam's Club Sears

JC Penny

BBB

K Mart

K Mart

Tommy HS

Kohl's BBB L.L.Beam

L.L.Beam Macys NAP Inc Ralph Lauren

Noutica Hustler

B. Europe Market

Price Points Retailers

$17$35 Caleffi Costco

$35$-60 Caleffi Ikea Christy Tesco

$60$-80 Caleffi Descamps Christy

$80-$100 Descamps Christy

$100$200 Frette

$200$300 Frette

$300-$400 Frette

C.Others

Price Points Retailers

$29.80 Domtex

$29.95 Sheridon

$38.50 Domtex

$69.95 Sheridon

Figure 14 This figure explains the analysis of retailers on the basis of price points. It shows that at different price points which retailers are selling bathrobes. The different price ranges are taken and retailers are divided on the basis of price points. The analysis is done market wise. Market is divided into three parts- US, Europe, Others. This is as follows: US Market: In US market there are many big retailers like Walmart, K Mart, Sears etc. These are divided on the basis of price points like the retailers which are selling bathrobes between the range of $9-$15 are- JC Penny, Bealls and K Mart. The bathrobes between this range are body wraps. Retailers which are selling at the range between 15 US dollars-30 US dollars are Walmart, K Mart, Lands End, Bealls and so on. This analysis shows that a majority of the retailers sell bathrobes at the range between $30 -$50. The retailers between this range are Wal Mart, JC Penny, K Mart, Kohls, Bed Bath and Beyond etc. The highest range is between $300-$400 and the retailers are-JC Penny, Bed Bath and Beyond, Tommy Hilfeger. Europe Market: In Europe market there are many big retailers like Ikea, Christy, Tisco etc. The retailers which are selling bathrobes at the range between $17 -$35 are Caleffi, Costco. This is the minimum range of Bathrobes in Europe market. This shows that bathrobes in Europe are costlier than US. As it clears from the figure majority of the retailers are selling bathrobes between the range of $35-$60 and the retailers include Ikea, Christy, Tesco etc.Some of the retailers are also selling at the range between $60-$80 and the retailers include Descamps, Christy, Caleffi. The highest range is $300-$400 and the retailer is Frette. Others: It includes Sheridon, Domtex (Australia). The price points of bathrobes are $29.80 which is sold by Domtex and Sheridon is selling at $69.95.

On the basis of Price Points and Types

A.US Market
Price Points/ Types Shawl Collar Hooded Kimono Velour Body Wrap Spa Bamboo 2 1 2 $50$80 1 2 1 1 2 2 1 $80$120 2 $120$300 4

$9-$15

$15-$30 2 1

$30-$50 2 2 1

$300-$400 1

B. Europe Market
Price Points/ Types Shawl Collar Hooded Kimono Velour Body Wrap Spa Bamboo 1 1 1 2 1 $17-$35 $35$-60 2 1 2 $60$-80 3 1 1 1 1 $80$100 $100$200 $200$300 1 $300-$400 1

C. Others
Price Points/ Types Shawl Collar Hooded Kimono Velour Body Wrap Spa Bamboo 1 1 $29.80 $29.95 $38.50 $69.95

Figure 15 In figure 15 analysis has been done on the basis of price points as well as types of bathrobes. It shows that which type of bathrobes are sold at what price points by different retailers. There are different types of bathrobes as explained in chapter 4 like Kimono, Shawl collar, Bamboo etc. The analysis has been done market wise. It is explained market wise as follows: US Market: In US market different retailers sell different types of bathrobes at different price points. As it is clear from the figure shawl collar bathrobes are sold by different retailers at different prices. Two retailers are selling between $15-$30 and two are selling between $80$120 but four are selling between the range of $120-$140 and only one retailer is selling between the range of $300-$400. Majority of retailers are selling Hooded and Spa bathrobes between the range of $50-$80. Europe Market: In Europe market majority of retailers are currently selling shawl collar bathrobes between the range of $60-$80 only few ratailers are selling it between the range of $300-$400, Hooded bathrobes are sold between the range of $17-sold $35. Kimono bathrobes are sold by majority of bathrobes between the range of $35- $60, few retailers are also selling between $100- $200. Others: In other markets like Canada, Australia majority of bathrobes are sold between the range of $69.95.

8. Conclusion and Recommendations

In the last chapter all the analysis for the project was done with the help of various graphs and charts. This chapter holds the conclusion of the whole project. This chapter is pretty important for this project as it includes the recommendations that if implemented can help in its further decision-making.

8.1 Findings

8.1.1 Hotels

Kinds of Bathrobes used by the Hotels

Results show that 70% of the Hotels prefer to provide customized bathrobes to their guests whereas 30% prefer Branded. These brands include Bombay dyeing, Welspun etc. None of the hotels provide Non branded bathrobes

Hotels Standard for providing Customized Bathrobes

Results of the survey show that the hotels which provide customized bathrobes 36% out of them prefer to have their Embroided logo on the bathrobes, 36% of them prefer some customized sizes for their bathrobes, 28% prefer customized colors for bathrobes.

Hotels preference for design of Bathrobes

It has been found that 50% of the Hotels prefer to provide Kimono Bathrobes to their customers whereas 25% prefer Hooded bathrobes and 25% prefer Collar bathrobes for their customers

Hotels Preference for Color of Bathrobes

This figure depicts that 73% of the Hotels prefer to provide white bathrobes to their customers whereas 185 prefer colored bathrobes (Pink, Blue).Only 9% prefer to provide others like Multi check bathrobes for their customers

Hotels Preference for Quality of Bathrobes

Results show that 55% of the hotels prefer to provide Waffle quality of Bathrobes to their customers whereas 27% prefer Terry bathrobes, 9% prefer Silk Bathrobes and 9% prefer Woven. This shows that Indian Hotels go for Waffle bathrobes.

Hotels Preference for Color of Bathrobes

Result shows that 33% of the Hotels prefer to provide Medium size of bathrobes to their customers whereas 24% prefer Large size of Bathrobes and 24% prefer to provide Small size of Bathrobes to their customers. Only 10% provide other sizes of bathrobes. It includes Extra small or one size of Bathrobes that fits for all.9% of the Hotels prefer to provide Extra Large of bathrobes to their customers.

Hotels Preference to Attributes While purchasing Bathrobes

It has been found that 37% of the hotels give Price rank 1, 35% gives rank 2, 12% gives rank 3 and 16% gives rank 4 and same ranking is given to other attributes like Features, rank 1 by 33%, rank 2 by 29%, rank 3 by 16% and rank 4 by 25%. Quality is ranked as 19% rank 1, 27% rank 2, 20% rank 3 and 33% rank 4 and Brand is ranked as 11% rank 1, 9% rank 2, 52% rank 3 and 26% rank 4. This shows that Brand is least important for the customers of branded garments.

8.1.2 Retail Outlets Retail Outlets Preference for design of Bathrobes

Result shows that 56% of the Retail outlets sell Kimono Bathrobes, 22% of the retailers sell Hooded bathrobes (only for kids) and 22% of the retailers sell Collar Bathrobes. This shows that there is more demand ok Kimono bathrobes in the market. Hooded Bathrobes are preferred only for kids. Retail Outlets Preference for quality of Bathrobes It has been found that out of all the retail outlets surveyed, 57% sell Terry Bathrobes, 22% prefer to sell Waffle Bathrobes, 14% sell Cotton Bathrobes and only 7% of the Retailers sell silk Bathrobes. This shows that there is great demand of Terry bathrobes by the customers in the market. Silk bathrobes are in less demand as they are the luxury bathrobes and are expensive. Retailers Preference Regarding Packing style of Bathrobes Results show that 47% of the retailers pack single Bathrobe in one pack while 24% has a packing style of a pair of bathrobes in one pack.29% of the retailers use other packing styles like with bath towels and other products. This shows that majority of the retailers has simple packing style of one bathrobe in one pack. Retailers use Polly Bags, plastic Bags, and many other attractive packings. Category of Retailers Vendor It has been found that the 33% of the retailers have their own manufacturing unit. Other retailers source from outside. Out of them 28% of the retailers imports bathrobes, vendors of 22% of the retailers are dealers and vendors of only 17% of the retailers are manufacturers like Welspun and Bombay dyeing. This shows that mostly retailers have their own manufacturing unit like Bombay dyeing, Welspun and Rosebys. Only the big retailers imports bathrobes.

Range of Bathrobes Retailers keep as Compared to Bath Towels This figure depicts that 45% of the retailers have a range of Bathrobes more than bath towels because bathrobes have a large range in different materials like waffle, terry, cotton, silk and styles like kimono, collar, hooded etc. 33% of the retailers have a less variety of bathrobes as compared to bath towels whereas 22% have an equal range of bathrobes and bath towels.

Price Range of Bathrobes at which Retailers sell Bathrobes This pie-chart shows price ranges at which different retailers sell Bathrobes. The survey tells 39% of the retailers sell bathrobes between the range of 700-1000. 31% of the retailers sell more than 1000.15% retailers sell between the range of 500-700 and other 15% sell bathrobes between the range of 300-500. The price of bathrobes depends upon many factors like source- if bathrobes are imported then they will be sold at high prices.

8.1.3 Retailers all over the world On the basis of Price Points US Market: It has been found that in US market majority of retailers like Walmart, K Mart, JC Penny, Kohls and many more sell bathrobes between the price range $30-$50 and $50-$80. This means this is the prevailing price for bathrobes in US market. Highest price range is $300 $400 and at this price range only few retailers sell bathrobes. The retailers are JC Penny, Bed Bath and Beyond and Tommy Hilfeger. Lowest price range is $9-$15 and at this price range the retailers who sell bathrobes are JC Penny, Bealls and K Mart. The bathrobes at this price range are just body wraps.

Europe Market: It has been found that in Europe market majority of retailers sell bathrobes between the price range of $35-$60 and $60-$80. The retailers include Caleffi, Christy, Ikea, Descamps etc. Highest price range is $300-$400 and only one retailer is selling bathrobes at this range i.e. Frette. Lowest price range is $17-$35 and the retailers who are selling at this price point are Costco and Caleffi.

Others: It has been found that in other markets bathrobes are sold at the price points of $29.80$69.95 and the retailers are Domtex and Sheridon.

On the basis of Price Points and Types of bathrobes US Market: It has been found that in US market different retailers sell different types of bathrobes at different price points. As it is clear from the figure shawl collar bathrobes are sold by different retailers at different prices. Two retailers are selling between $15-$30 and two are selling between $80-$120 but four are selling between the range of $120-$140 and only one retailer is selling between the range of $300-$400. Majority of retailers are selling Hooded and Spa bathrobes between the range of $50-$80.

Europe Market: It has been found that in Europe market majority of retailers are currently selling shawl collar bathrobes between the range of $60-$80 only few ratailers are selling it between the range of $300-$400, Hooded bathrobes are sold between the range of $17-sold $35. Kimono bathrobes are sold by majority of bathrobes between the range of $35- $60, few retailers are also selling between $100- $200. Others: In other markets like Canada, Australia majority of bathrobes are sold between the range of $69.95

On the basis of Price Points and Colors US Market: In US market different retailers sell different colors of bathrobes at different prices. The most common color of bathrobes is white and the majority of retailers sell it between the ranges of $30-$50 and $50-$80. Seven retailers are selling between the range of $15-$30.The highest range at which bathrobes are sold is $120-$300. Three retailers sell white bathrobes between this range. Pink bathrobes sell between the range of $30-$50 by the majority of retailers. It shows that majority of retailers sell bathrobes of different colors between the range of $30-$50 and $50-$80.

Europe Market: In Europe market majority of retailers sell white bathrobes between the range of $35-$60. A very few retailers sell between the range of $17-$35. The highest range is $300$400 sold by one retailer only. Pink bathrobes are sold between the range of $35-$60 and $60$80. It shows that in Europe market majority of retailers sell different colors of bathrobes between the price range of $35-$60. Others: In other markets majority of retailers sell bathrobes at different price points. White bathrobes are sold at the different prices $29.80, $29.95, $38.50, $69.95. Majority of the retailers sell bathrobes between the range of $29.95.

8.2 Recommendations
Following are the recommendations to be considered: In domestic market the major customers of bathrobes are hotels and retail outlets so their demand and preference should be kept in mind as this is our new product so it should be designed according to the preferences of customers in order to position our product in their minds. As it is found in the survey both hotels and retail outlets prefer Kimono bathrobes. Majority of them prefer White bathrobes as this may be the demand of the final customers. Both Hotels and Retail outlets prefer Waffle bathrobes. Terry is also in demand. So all these preferences should be kept in mind. Retail outlets prefer single bathrobe packing in plastic bags or boxes. It has been found that they want attractive packing for bathrobes having two trims on it. Retailers sell bathrobes between the price range of Rs 700-1000. This price should be kept in mind as this is retail price so the wholesale price should be much less than price. In the survey it has been seen that the main problem with bathrobes is shrinkage. So this problem should be kept in mind. It has suggested by the hotels to manufacture extra large sizes of bathrobes also. In international market, in US majority of the retailers sell different types and colors of bathrobes between the range of $30-$50. This market should be targeted but the price points should be very less than these price points as this is the retail price.

In Europe market majority of retailers are currently selling bathrobes between the range of $35-$60. In International markets different types of bathrobes are in demand like shawl collar and it is sold between the range of $30-$50 in US and $60-$80 in Europe. Hooded Bathrobes are sold by the retailers between the range of $50-$80 in US and $17-$35.So all these types and their prices should be kept in mind before fixing prices of bathrobes.

ANNEXURE 1 PROJECT PROPOSAL

Name of the Learner Registration No.: PRATIBHA GIRDHAR

200638731
PGDBA (MARKETING) H.NO. 4420, DURGA PURI, HAIBOWAL KALAN, LUDHIANA (PUNJAB) 141001

Program Name : Address:

TITLE OF THE PROJECT

A STUDY OF CURRENT MARKET OF BATHROBES AND FORMULATE A STRATEGY FOR ABHISHEK INDUSTRIES LTD.

OBJECTIVES OF THE PROJECT:

To gain complete knowledge about bathrobes To study current market and region for terry bathrobes To study current demand for bathrobes To collect competitors information To formulate a strategy for Abhishek Industries Ltd.

NEED FOR THE TOPIC: Abhishek Industries also exports to the foreign retailers at extremely competitive prices. It caters to major retailers like Wal-Mart, Target, Sears, JC Penney etc. The challenge, in

supplying high volume products at very competitive prices to the retailers, is that the profit margins for the company are under pressure. In order to deal with this challenge, the company is trying to move to the higher end of the market to improve its bottom line. Since there is less

competition at the upper segments of the market, it is imperative the company should attain higher market share in the branded business. The company has started supplying to higher retail segments like brands to Kohls (Vera Wang) and Liz Claiborne. As it can be seen, that supplying to high value terry towel brands in the U.S market can help Abhishek Industries to increase its profit margins and supplement its mainly volume- driven replenishment business.

Trident is setting up a state of the art unit for manufacturing Bathrobes. The unit will have a capacity of 1.5 million units per year. It needs to study the current market and region for Terry Towel Bathrobes so that they can create an edge in the market. So the project is to gain the complete knowledge of Terry Towel Bathrobes- Their types, who are their major manufacturers - their consumers etc.

In such an environment getting a Project for Market Study of Bathrobes, from a Renowned manufacturing company like Abhishek Industries Ltd. Trident Group was a great opportunity. Understanding the complete process how the company operates in from getting the orders from the buyers, purchasing of yarn, weaving of yarn, dyeing, cutting, stitching and packing and then Marketing them is a real time experience.

METHODLOGY & PROCEDURE FOR WORK:

The project which I undertook is related to market study of Bathrobes in the market. The project deals with the detailed study of Bathrobes. This project gives us an insight about the Bathrobes and its current market and it will help in formulating a strategy for Abhishek Industries so that it can create an edge in the market of Bathrobes also. The project had gone through several stages wherein data was collected and the past records were used to undertake a detailed study of the Bathrobes and its various types and models. As a part of the study information was being collected from the premium Hotels in India and various Retailers as they are the major customers of Bathrobes.

The study would further include an overall analysis of all these premium Hotels and Retailers regarding types of bathrobes they use and their consumption. The analysis would also be undertaken which will solve the purpose of my study. For this, Questionnaire Survey Method by conducting Personal Interviews with managers of hotels was done. Hotels which are far away are to be sent Questionnaires through mails. The research which was done has concluded that Hotels do not spend much on the Bathrobes. Their annual budget is up to Rs.100000 only. They use Customized Bathrobes with Embroider logo of the Hotel and they use different qualities for different categories like Waffle for rooms, terry for Health and Spa and Luxury for Suits. Retailers sell the bathrobes which are produced by themselves only like Bombay Dyeing, Maspar etc. which depends upon the customers preference like colors, size and design. They sell bathrobes between the range of Rs 700-1000. From the retailers in US, Europe and countries like Walmart, K Mart, JC Penny, Sears, Tommy Hilfiger and many other retailers analysis it has been concluded that they sell bathrobes at different price points. In US market retailers are currently selling bathrobes between the range of $30-$50 and $50-$80. This is the prevailing price in US market and the prevailing price in Europe is $35-$60 and $60-$80. So AIL can target these markets but should keep these prices points in mind while fixing prices.

CHAPTERISATION:

1. INTRODUCTION ABOUT THE PROJECT 2. OBJECTIVE & SCOPE OF THE PROJECT 3. LIMITATIONS OF THE PROJECT 4. THEORETICAL PERSPECTIVE 5. RESEARCH METHODOLOGY 6. DATA COLLECTION 7. INTERPRETETION AND ANALYSIS 8. CONCLUSION AND RECCOMENDATIONS

DETAILED INFORMATION OF GUIDE:

MR. MANISH BANSAL (MBA, MARKETING) HEAD, MARKETING BATHROBES DIVISION EXPERIENCE: 8 YRS. ABHISHEK INDUSTRIES LIMITED TRIDENT GROUP E 212 KITCHLU NAGAR, LUDHIANA.

Annexure 2 References
Journal/Magazines Jain Sachit, Nitma Update:Textile Industry, January 2010 2009 Business Annual, Home Textiles Today, Vol 30 (2), 2009 Home Textiles, Crisil Research - Special Report-November 2008 Ancient History Modern Life, LDB Interior Textiles, December 2009

Internet Websites (Domestic & Overseas Companies) http://panjiva.com/ http://www.welspun.com www.sears.com www.jcpenny.com www.tommy.com www.walmart.com www.kmart.com www.costco.com

Textile Bodies http://www.texprocil.com/ http://otexa.ita.doc.gov/default.htm http://www.fda.gov/ora/import/default.htm

Export Import Data (US & Europe) http://www.fas.usda.gov/ustrade/USTImHS2.asp?QI= http://mkaccdb.eu.int/mkaccdb2/statistical_form.htm# http://ec.europa.eu/trade/issues/bilateral/data.htm http://india-exporter.importers-directory.net/terry_towel.html http://www.indiandata.com/india-trade/home-furnishings-madeups-india-trade.html

ANNEXURE 3

LIST OF FIGURES, CHARTS, DIAGRAMS

Average Price of Textile Exports in 2009 Global Textile and Apparel Trade Kinds of Bathrobes Standard for Customized Bathrobes Color of Bathrobes Quality of Bathrobes Size of Bathrobes Preference to Bathrobes while purchasing Bathrobes Design of Bathrobes Quality of Bathrobes Packing Style Category of Vendor Price Range of Bathrobes Analysis of Retailers on the basis of Price points On the basis of Price Points and Types of bathrobes

Fig 1 Fig 2 Fig 3 Fig 4 Fig 5 Fig 6 Fig 7 Fig 8 Fig 9 Fig 10 Fig 11 Fig 12 Fig 13 Fig 14 Fig 15

A STUDY OF CURRENT MARKET OF BATHROBES AND FORMULATE A STRATEGY FOR ABHISHEK INDUSTRIES

Submitted by:
PRATIBHA GIRDHAR REGISTRATION NO. 200638731

SYMBIOSIS CENTRE FOR DISTANCE LEARNING ACADEMIC YEAR 2006-07

TABLE OF CONTENTS
S. No. 1. 2. 2.1 2.2 3. 4. 4.1 4.1.1 4.1.2 4.1.3 4.2 4.2.1 4.3 4.3.1 4.3.2 4.3.3 4.3.4 4.3.5 5. 5.1 5.1.1 5.1.2 5.1.3 5.1.4 5.1.5 Particulars Project Introduction Objective & Scope of the Project Scope of the Project Objectives of the Project Limitations of the study Theoretical Perspective Textile- An Introduction Textile and Apparel Industry Indias share in International Textile Market Future of Indian Textile Industry Abhishek Industries Ltd An Introduction The Portfolio Bathrobes History of Bathrobes Styles of Fabrics Styles of Weave Types of Bathrobes Major manufacturers Research Methodology Primary Data Collection for Customers and Franchisee Outlets Descriptive Research Design Sampling Design Convenience Sampling Sample Size Sampling Area Page No. 5 6 6 7 7 7 7 7 9 9 10 11 13 13 15 15 16 20 21 21 21 21 21 22 22

5.2 5.3 5.4 6. 6.1 6.2 6.3 7. 7.1 7.2 7.3 8. 8.1 8.1.1 8.1.2 8.1.3 8.2

Secondary Data For Data Analysis Findings and Recommendations Data Collection Questionnaire for Hotels Questionnaire for Retail Outlets Secondary Data Collected Interpretation and Analysis Analysis of data collected from Hotels Analysis of data collected from Retail outlets Analysis of Retailers all over the World Conclusion & Recommendations Findings Hotels Retail Outlets Retailers all over the world Recommendations ANNEXURES I) II) III) Proposal References List of Figures, Charts, Diagram

22 23 23 24 25 28 31 39 39 45 50 54 54 54 56 57 60

61 66 67