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PROJECT REPORT ON
COTTON COUNTY APPARELS Submitted to:
Nahar Industrial Enterprises Ltd.
(In the partial fulfillment of our two year post graduate diploma in business mgmt.) MASTERS OF BUSINESS ADMINISTRATION
Supervised by: Mr. Sachin Sahni (A.V.P) Nahar Industrial Enterprises Ltd.
Punjab Technical Uni. Jalandhar
No great Endeavour in any field is possible in solitude. It needs inspiration, guidance and assistance at each and every step thus we preface our report by expressing sincere and deep gratitude to those who made it possible for us to complete our project work. I have no words to thank and appreciate to the people of Nahar Industrial Enterprise Ltd. who gave me all the required facilities and made this report possible by imparting me with a lot of vital information. I would like to express my sincere gratitude towards Mr. Sachin Sahni, A.V.P. for assigning me this live project. I also like to thank him for imparting me knowledge from his enriched experiences and assisting me to learn from it. I am also thankful to the whole Marketing Department of Nahar Industrial Enterprises Ltd. For their full-hearted support to this project. I can’t forget the efforts and precious assistance of Mr. Rakesh Gera, Sales officer and Mrs. Kavita Sharma, who provided me their sincere guidance in this live project. It is a well-established fact that behind every achievement lays an unfathomable sea of gratitude to my faculty Miss. Rupinder Kaur. who have extended their support and without this report would have never come into existence.
It is well said that self knowledge is best through action and not through contemplation, so keeping this in view our institution, has referred us in a recognized organization as a compulsory & vital part of M.B.A. project report assists the students in their self-improvement & enrichment of their knowledge in professional field of management as they are going to be future managers. The basic ideology behind practical training is to bring actual environment in touch of a M.B.A. student. It is widely accepted that theory widen one’s thinking & help in innovative thinking but practice indicates the possibilities of the idea & how far the theory can be applied successfully. To emphasize this practical aspect of management education of M.B.A.,PTU JALANDHAR has included practical training in any corporate as an integral part of 2 years degree program in its curriculum. Under the survey programme, I got my survey arranged in Nahar Group of Co.’s Nahar Industrial Enterprises Ltd., Ludhiana (Punjab). In my summer training i were to study Retail Management, for which we did rigorous Market Research & made customer profile of Cotton County brand, SWOT analysis on the basis of market study & competitor’s profile made by us, finally provided company with recommendations with projections concerning its future growth in sales, to convert its weaknesses into its strengths. In the end, I would like to thank all those who have directly or indirectly contributed in completing the project report. I hope that my this report will be beneficial for the company & would help company a lot in its future growth.
ANALYSIS OF COTTON COUNTY’S RETAILING & MARKET RESEARCH CONCERNING ITS COMPETITORS. Objectives of study:
To analyze COTTON COUNTY’s retailing. To design its customer profile, SWOT analysis To design its near competitors profile To find the loopholes in COTTON COUNTY’s retailing To make recommendations to COTTON COUNTY on account of loopholes.
We used both primary & secondary sources of data for the execution of our project.
Analysis table: For the purpose of drawing customer profile & gathering info on account of customers / target audience. Questionnaire: Structured Questionnaire is prepared & duly filled by customers of COTTON COUNTY to know their opinion about our apparel products & their tastes & preferences. Interviews: Personal interviews of customers, channel members & company’s Marketing executives have been conducted to gain an in-depth knowledge as a source of input..
com www. 5 .com KOTLER.google.retailyatra. Statistical tools applied: BAR GRAPHS PIE CHARTS RANKING METHOD RATING METHOD Limitations of study: RESPONDENT: Marketing officers might not have provided us enough information which is required to complete our project and didn’t allowed us to access the actual facts & figures of COTTON COUNTY.com www.fashionindia.com/ccpl/koutons www.owmnahar.com www.Secondary source: Books: Internet: Marketing Management 12e www.dukeindia.
4. Nahar Industrial Enterprises Ltd. Nahar International Ltd. DUKE 2. Product Life Cycle of COTTON COUNTY apparels Product wise segmentation of actual sales of COTTON COUNTY SWOT Analysis of COTTON COUNTY brand Loopholes detected in COTTON COUNTY’s retailing Suggested Recommendations Competitors complete profile 1. group turnover and export market Brief introduction of companies in group: 1. KOUTONS • Bibliography 6 . 3. Nahar Exports Ltd.CONTENTS • • • • Profile and brief introduction to Nahar Group of Companies Plants . 2. locations and work of Nahar Group of Companies Products manufactured . • • • • • • • • • • • Indian Textile industry – an overview Changing face of Indian Textile Industry Customer profile of Cotton County Apparels Market segmentation in domestic apparel industry Organizational objectives of Nahar Industrial Enterprises Ltd. Nahar Sugar & Allied Industries Ltd.
Nahar Group estd. The company since its inceptions has grown into new horizons & has touched many landmarks under the precious hands of Mr. infrastructure development. Jawahar Lal Oswal. knit wears. Oswal woolen mills ltd. garments etc today is the flagship company of the glorious and magnanimous Oswal Empire & a proud owner of widely accepted super brands in knitwear like Monte Carlo and Canterbury also newly launched Cotton County in its woven segment. IT. cotton & woollen yarns. knitting. fabric processing. 7 . hosiery garments. hosiery. Today after celebrating its glorious golden jubilee and entering into the new millennium. sugar. in the year 1949 as a small worsted –spinning unit with the assets of 800 spindles surges ahead to establish itself as a reputed industrial conglomerate with a wide range of portfolio comprising of spinning. Now his sons are following his footmarks in taking the group of companies to new heights. The thrust of the whole group is in textile field aiming mainly at exports. steel. fabric. a mark of credibility has been established with an objective of providing its customers and clients a standard of superior quality both via product and services at competitive prices. Today Nahar Group is giant textile group & leader in the northern territory of India. soaps. those nascent days of 800-spindle start-up become a distant memory as the Nahar Group surges ahead to establish itself as a reputed industrial conglomerate with a more vast range of profile viz.AN INTRODUCTUCTION TO NAHAR GROUP OF COMPANIES • HISTORICAL BACKROUND OF THE GROUP AND ITS PROFILE_____ Nahar group of companies. winter wears.
market driven brand extensions relating to their hi-profile & top rated MONTE CARLO line have met with resounding success. the group’s aggressive & market – savvy forays have helped zoom the export Sensex. setting up of a modern process house and finally into the making of garments. contributing to over 1/3 of the present turnover of the Group. 8 . The flagship company of the group i. in tune with the market demands. to compete its existing competitors with a motive to gain product leadership in domestic markets.The Nahar Group’s turbo-charged journey into the highways of tomorrow however was severely tested during the early nineties with the advent of liberalization.e. Oswal Woollen Mills has recently launched domestically its new brand “COTTON COUNTY” offering finest quality of shirts. promoted by Oswal Mills but as a Charitable institution catering to a vast cross section of society. restructure & realign its corporate blue prints to established a new and appropriate equation with the new market forces. Simultaneously. Of the enduring belief that “when the going gets tough. opening the flood gates globalization. trousers. Focusing on the second. It encompassed global aspiration and onsolidated brand equity for the domestic markets. at every level. This reality was the essence of their positive VISION 2000 thrust. However. the group pulled back to re-focus. the group went in forward integration for the manufacture of Greige Fabrics. jackets etc. On the anvil is the new mantra of the day-info tech. where hot lines to excellence are being explored. T-shirts. besides and beyond there professional portfolio the group has always met its social compliance and has always been deeply entrenched in social upliftment. the tough gets going”. Its most concrete reflections are there for all to see – Jawahar Lal Oswal Public Charitable Trust which runs free dispensaries in backward and remote regions to provide free medication to financially weak people. Mohan Dai Oswal Memorial Hospital. Regarding the first.
Lalru. Bhiwadi. Patiala (Pb.) 3) FABRICS UNIT Vill. Near Rajkot.) 5) OSWAL FATS & OILS Vill. Jalalpur. Distt.) 6) SPINNING UNIT Vill. Alwar (Raj. 8) GARMENT UNIT Focal Point.) 9 . Ludhiana. Distt.) 7) SAMBHAV SPINNING MILLS Industrial Focal Point. Patiala (Pb. Jalalpur. Distt. Ludhiana. Fatehgarh Sahib (Pb. Distt. Jalaldiwal. Distt. Chandigarh-Ambala Road. Lalru. Amloh. Distt. Jalalpur Chandigarh-Ambala Road. Distt. Udaipur / khijuriwas.) 4) NAHAR SUGAR Vill. Distt. Fatehgarh Sahib (Pb. 9) NAHAR STEEL Vill. Lalru. Mundian Kalan.) 2) ARHAM SPINNING MILLS Vill. Phase-VIII. Chandigarh-Ambala Road. Salana Jeon Singh Wala. Patiala (Pb. Amloh. Salana Jeon Singh Wala.PLANT LOCATIONS & WORKS OF THE NAHAR GROUP 1) ARHAM SPINNING MILLS Vill. Ludhiana (Pb.
GROUP TURNOVER: . 627 Crores (approx.PRODUCTS MANUFACTURED BY NAHAR GROUP FABRICS HOSIERY GARMENTS KNIT WEARS SOAP EDIBLE OILS SUGAR STEEL INFRASTRUCTURE DEVELOPMENT & INFORMATION TECHNOLOGY. GERMANY RUSSIA JAPAN AUSTRALIA NEW ZEALAND HOLLAND THAILAND HONG-KONG SINGAPORE TAIWAN SOUTH KOREA MALAYSIA MAURITIUS DUBAI BAHRAIN SOUTH AFRICA CANADA EGYPT ISRAEL BANGLADESH 10 .S.Rs.) EXPORT MARKET: U.A U.K.
Mauritius . Hong Kong .Malaysia and Australia 11 . The soap unit is engaged in the production of Toilet & Laundry Soap In the textile division the company has two Spinning units and a weaving unit.Singapore Taiwan . a100% EOU.Established in 1983 under the name of OSWAL FATS & OIL The company has to divisions under its umbrella namely . The frost spinning unit. The fatty Acid unit is engaged in the manufacture of Fatty Acids Stearic Acid and Distilled Glycerin. is Engaged in the manufacture of cotton yarn is exporting its yarn to Europe .Oil change over to become Nahar LTD. it underwent a total & Soap Division and the textile division Industrial Enterprises a decade letter in 1994 The oil and soap division has two units.
Starting out in 1988 as manufacturers & exporters of cotton hosiery garment knitwear the company soon realized that to move forward it had to strategically move 12 back . Nahar fabrics has already produced more then 200 different constructions in Grey Fabric for in House needs and World Markets “Back of the future could will be the title for Nahar Exports success story a dazzling satellite of the NAHAR constellation.The second unit .is engaged in the manufacture of cotton yarn. The aggregate installed spindlage in both the units is 38000 spindels.namely Sambav Spinning Mill.Inspection is equipped with automatic inspection with rolling machine from la Maccanica Italy. Nahar fabric the weaving unit is equipped with 176 Picanol Air Jet Weaving Machines(Cam/Repair/Dobby) The facilities are backed by a weaving design studio where the time tested handloom is used for product development activity in consonance with market needs The preparatory is equipped with Benningers Warping & Sizing Machines .
357 million. Their eyes for volumes was matched with their relentless commitment to quality aptly reflected in their being honored with the prestigious National Export Award for outstanding export performance 1997 as also the Texprocil Trophy by the Textile Export promotion council for outstanding export performance in yarn amongst the leading exporters mills (1997-98). A master strokes towards opotimisting the bottom line of the company while minimizing administrative functional & legal hassles in one final swoop Today the result of these dynamic synergy are here for all to see in the year 2003-2004 the company achieved a turnover of Rs. 4687 million and earned a profit of over Rs.This it did through focused backward integration by setting up on its own spinning with an ambitious installed capacity of 25000 spindles aiming to provide premium value added and specialty yarns to the market .This move was met with resounding success with total spindelage jumping from a modest 16000 in 1992 to a whopping 72000 in 1998. to race ahead of competition by superior utilization of both man & machines. Mauritius & South East Asian Countries Nahar Exports today is a major player in the chosen area blazing new trials & spanning new horizons in its on going pursuit of ever greater excellence Established in 1993 Nahar Spinning mills Ltd.The best however was yet to come and it arrived as result of sound strategic thinking in the form of amalgamation of group company Nahars fibers with Nahar Exports in 1998 It was a conscious decision aiming to reap the benefits of a profitable merger.Singapore. Hong Kong . associate companies in the assisted sector with PSIDC promoted Nahar Sugar 13 . As ISO 9002 company Nahar Exports has 5 plants with a spindlage capacity of 153664 spindles manufacturing a wide range of premium specialty & value added yarns manned by a dedicated work force of 5000 exporting to enthusiastic customers in the competitive export market of Europe. A proactive moves strongly indicating the company determination and confidence.
All of which are results of hard core strategic thinking in its pursuits if moving ahead 14 .Nahar Sugar represents the Groups concerted thrust towards explo9ring new need based area in tune with the larger context of customer needs & market demands The company has a modern sugar mill powered with the latest state-of-the-art equipment at district Fategarh Sahib. Punjab for producing all types & grades of sugar and allied products. The installed capacity of mill is 2500 TCDs An active program of cane development to ensure regular cane supply to the plant is on. Also the power co-generated at the plant is being constructively used for capitative consumption to reduce the raw material cost Incorporated in 1970 it came under the management of the OWM group in 1980 & given its present name in 1994 Nahar International Limited has three manufacturing units.
on competitive prices now planning to launch it across the nation. They have splendidly designed their customer profile of which the details are under mentioned: 15 . T-shirts. cargos. jeans.Rajastan in engaged in the manufacture of cotton & blended yarn .Punjab for the manufacture of cotton/blended yarn with a capacity of 25200 spindles CUSTOMER PROFILE (For COTTON COUNTY apparels) Nahar group’s COTTON COUNTY apparel line has been commercially launched into the northern zone of India with a motive to provide its customers with a wide variety of its apparel products viz. shirts. Patiala . trousers. Capri. The installed capacity of the unit at present in 66264 spindles Arham Spinning Mills 100% EOU Cashing in on its familiarity Strong presence in key market of the west this spinning units of the company 100% EOU has been set up in Dist. etc.Arham Spinning Mills Consolidating on the core strength of the group the spinning unit of the company Located at Bhiwadi .Commercial production of which commenced in 1993.
(Proposed to launch its apparels across the nation) Behaviorally: Cotton County is taking care of both types of Its Customers & hence offering its apparels for: Those who want a simple & descent look but desire to lead a high-class living. M. Those who want a differential status and wants a different but high profiled fashion-wear. 16 .P.Demographically: Both Male & Female 20-45 years (for T-shirts) 20 + years (for shirts) 20 + years (for trousers) 20-30years (for cargos) 20-35years (for jeans) 20 +years (for jackets) 20-25years (for Capri) 20-25years (for tops) 7-10years (for kids wear) Geographically: Primarily in northern zone of nation which covers: Punjab Rajasthan Gujarat Delhi Haryana U.P.
As per our in-depth market analysis. COTTON COUNTY is successful so far in removing unbranded apparel from the market & successfully snatching share from branded apparels like KOUTONS. nearly upto 30% is held with branded apparels. ZODAIC etc. in this they have set a goal to gain direct access into branded market in Indian apparel industry with a primary motive to sweep unbranded apparel out from industry so that they could be able to strengthen their position & hold in market to compete with domestic brands primarily & multinational brands afterwards. 70% UNBRANDED BRANDED INTERPRETATION: As per the Indian apparel market is concern as we can see in the above chart that still nearly 70% of market share is held with unbranded apparels and minority of share i.MARKET SEGMENTATION CATEGORY UNBRANDED UNBRANDED BRANDED BRANDED % HOLDING (SHARE) 70% 70% 30% 30% BRANDED. due to lack of scope in branded market company is primarily making an offensive move towards unbranded market & due to bigger in size there is lot of scope for company to gain share in this sector & confirm to make a competitive move towards branded sector. So company has splendidly made market strategy for their COTTON COUNTY brand.e. 17 . 30% UNBRANDED . Since at the time just after its launching it’s a bit tough to enter in branded apparel market & snatch share from competitors.
NEWPORT etc. Branded clothes are meant for high class society only. To convert customers who are using unbranded apparel into COTTON COUNTY’s customers.Organizational objectives: To gain access & to make a hold in primarily domestic branded apparel market. To convert Brand Switchers into Brand Loyal. For the purpose to attain their above-mentioned objectives/goals company’s marketing strategy involves tapping the following psychology of a common person or a customer: Unbranded clothes are cheap. To attract customers who are currently using other brands like KOUTONS. 18 . To provide their customer the best value for their money. VAN HEUSAN. ZODAIC.
) (Current position of COTTON COUNTY) SALES PHASE-I PHASE-II INTRODUCTION GROWTH PHASE-I MATURITY DECLINE PHASE-II PHASE-I PROFIT TIME PHASE-II 19 .COTTON COUNTY’S PRODUCT LIFE CYCLE SALES & PROFIT (in Rs.
Rajasthan. Koutons. we are trying to make a competitive move into the market to out beat our competitors like Duke. AXN.INTERPRETATION (of the figure above-mentioned): Cotton County’s casual launching has been done. but its getting toughest competition from Duke & Koutons. & to shift COTTON COUNTY from 1st phase of growth stage to the 2nd phase of growth stage to gain maximum market share. Zodiac etc. ZEE CINEMA. That’s why we launched our apparel line on a nominal profit into the market. But now as we have seen a bit stability in our position in the apparel market with good growth. Duke is giving a tough competition in T-shirt segment while Koutons is giving a tough competition in Jeans & Trousers segment. Cotton County faced few problems while entering into the market. Koutons etc. Haryana. STAR PLUS. Live-In. media. as already there are too many domestic players already existing into the market like Duke. Gujarat etc. HBO. To attain this goal we are working more upon BRAND COGNIZATION by launching our advertisements in T. It has been launched all over the northern zone of India including: Punjab. We are proposing to display the advertisement in national channels like.V. 20 . CNBC TV18 etc.
SEGMENTATION OF SALES (Product wise) PRODUCT LINE TROUSERS T-SHIRTS SHIRTS CARGOS JEANS KIDS LADIES OTHERS SALES (100%) as a % of total sales 30% 15% 25% 8% 8% 6% 6% 2% PRODUCT WISE SEGMENTATION OF SALES 30 25 20 15 10 5 0 TROUSER CARGO LADIES East 21 .
) or more per day in case if the company would consider the recommendations which have been produced in the report.12. This is an anticipated & predicted growth rate for the COTTON COUNTY’s most potential client/channel member which is capable enough to touch the figure of 25000 (in Rs.INTERPRETATION The average of all the growth rates that have been mentioned above for different products in COTTON COUNTY’s apparel product line comes around 21.53%.) only then also company could gain a growth of 10. 22 .5% in their case if they would focus on their marketing objectives & make concrete retailing strategies by reconsidering the recommendations. In case if the channel member is not very much potential and is capable of doing sales between 10000 – 15000(in Rs.
Lack of stress is putted on positioning of COTTON COUNTY apparel line. our commitment The secret behind The secret behind our commitment lies in the productive & dedicated lies in the productive & dedicated efforts of our highly proficient & efforts of our highly proficient & & qualified staff. Difficulty in understanding or setting up its product’s customer profile. WEAKNESSES Less market share in the market. Lack of consideration given to its product & poor focus on customer preferences & tastes as per the market demand is concerned.Swot analysis sssfdgdgd STRENGTHS Product leadership in quality & price Product leadership in quality && In-depth industry experience price In-depth industry experience & insight. marketof fabrication is done in-house 95% conditions. yet practical product designers. Optimum utilization Optimum utilization of human.of human. class creative. to the changing Quick adaptability Quick adaptability to the changing market conditions. our several departments & among departments & works. Insight. & harmonization qualified staff. Company has a very strong Company hasnetwork & logistics that distribution a very strong distribution to make a competitive enabled it network & logistics that enabledover its competitors & win the move it to make a competitive move over its competitors makingthe trust of its customers by & win trust ofavailable with by making with them its customers fresh stock them available with fresh stockchoose a wide variety of products to with a from. 95%only 5% that too of denim is from & of fabrication is done in-house &outsourcing options gives us afrom only 5% that too of denim is wide outsourcing options ourselves in this scope of adjusting gives us a wide scopethroat competition and enabled us cut of adjusting ourselves in this cut throat competition and enabled us to provide our customers with world toclass quality of apparel products on provide our customers with world class quality of apparel products on competitive prices. & harmonization & best coordination among our several best coordinationworks. success. by the financial & physical resources financial &leads it towards the by the company physical resources way of company leads it towards the way of success. competitive prices. Inappropriate approach to launch of sssssssssssseeeee COUNTY APPARELS COTTON concerning its consumer discounting schemes and same with the alteration in such types of schemes. 23 . product designers. variety of products to chose wide from. yet practical World World class creative.
the company will add around 40. khadi. According to center for Monitoring Indian Economy (CMIE) textile industry is expected to continue its buoyant performance with cotton textile index growing at 10% is a very good sign for us & our future growth in textile segment. KOREA & TAIWAN can pose a big threat while in cotton. Under its expansion plan for the textile segment.000 spindles to its present capacity of 1. there is an opportunity to reduce costs & raw material conversion period. With the implementation of VAT. The number of rotors will also be increased from the present nine to 15. finally widens the scope for the execution of marketing & retailing strategies.2 lakh.) OPPORTUNITIES Decreased product costs through internal economy of scale As the expected yield of cotton crop in the coming year is estimated to be massive worldwide. 24 . THREATS Presence of too many players in the domestic market hinders it to make an easy hold over the market. Pakistan & China are threats. WTO agreement is a threat as in synthetics CHINA. thereby increasing the manufacturing capacity of the textiles division. and corduroys segment. Its main competitors are: o DUKE: duke is giving a tough competition to COTTON COUNTY in the T-shirt segment.Swot analysis (In contd. o Some of our other close competitors includes: ZODIAC. This will strengthen our position before our competitors. Lack of customer loyalty as there is immediate substitution in the industry. all small scale units will be shut off it will make our entry easier in the domestic market. o KOUTONS: Koutons is giving us a head 2 head competititon by providing a wide variety of jeans & trousers in linen. Live-In etc.
-2 FARIDABAD FATEHABAD FEROZPUR GANGANAGAR GAYA GORAKHPUR GURDASPUR GWALIOR HANUMANGARH HISAR HOSHIARPUR INDORE JABALPUR JAIPUR-5 JAMNAGAR JAMSHEDPUR JODHPUR KARNAL KOLKATA KOTKAPURA KURUKSHETRA LUCKNOW.-2 JAMMU ALLAHABAD AMBALA CANTT-2 AMBALA CITY AMRITSAR ANAND AZAMGARH BANSWARA BAREILLY BARNALA BASTI BATALA BHAGALPUR BHATINDA BHILWARA BHIWANI BHOPAL BIEGUSARAI BIKANER BILASPUR CHANDIGARH CHITTODGARH DEHRADUN DELHI. -4 MALERKOTLA MANIMAJRA MERRUT.2 MOGA MOHALI MUKTSAR MUMBAI MUZAFFARNAGAR PATHANKOT PATIALA PATNA.2 LUDHIANA.Territory chart OUTLETS IN INDIA AHMEDABAD. 3 PHAGWARA RAIPUR RAJKOT RAJPURA RANCHI ROHTAK RUDRAPUR SAHARANPUR 2 SAMASTIPUR SANGRUR SHAMLI SIRSA SITAPUR SONIPAT UDAIPUR VARANASI VARODA 25 .
• • • The company is also not providing its channel member with updated displays. Poor focus on its female target audience. • Lack of stress on market research. • Company is also promising to provide its customers with a wide variety of jeans wear. This may cause company to loose its female customers and loss on account of goodwill too. Company is displaying the same old advertisement of Cotton County although the scheme has been altered. • • The new consumer discount scheme (25+25%) is so ambiguous among its consumers. 26 . Hence co. resulting in distortion of company’s goodwill.LOOPHOLES: • Company is displaying add of COTTON COUNTY Track Suits but it is still unavailable at their retail outlets. which creates confusion & chaos among its customers. • The company has altered the consumer discount scheme on a very short notice & without any pre-intimation to its customers. The company is not providing display with its own printed monogrammed form of discount schemes to its channel member. is loosing faith of its customers. kurta & payjamas & Corduroys but its customers are not getting the same on its retail outlets over which our competitors are gaining advantage. • Company is promising its female customers to provide them with a wide variety of woman wears but at retail outlets lack of variety of the same is seen.
tops. NEWPORT. • COTTON COUNTY if want any alteration in its consumer discount schemes then they should give an intimation concerning this to its customers at least a week before alteration. male model wearing kurta then they must have to make kurta payjamas available on its retail outlets. colors. style and size to out beat its competitors like KOUTONS. • Moving ahead on the path of “simplicity is the key to success” the company should launch such type of consumer discount schemes which are simple and easily understandable to its customers but not ambiguous that they feel themselves being cheated. journals etc. and on its local channels via. jeans. As being the fact is concern that there is a peak demand of men’s jeans and corduroys pants. DIESAL etc. capris etc. print media. • In men’s wear Company if displaying on printed advertisement. style of women wears viz. 27 .RECOMMENDATIONS: • Company should display advertisement of only those COTTON COUNTY products which company is capable to make available on its retail outlets. they should also launch a wide variety of jeans wear and corduroys pants in terms of color. • If the company is genuinely focusing its female customers also then they should make available a wide variety in terms of size. print media like local newspapers. on their retail outlets to satisfy their this segment of audience completely. So as to gain the faith & trust of its target audience. Via.
• The company should provide its own monogrammed printed advertisements concerning its consumer discounting schemes to its channel members to enhance their trust in company and enhancement in their performance too. • The company should provide its channel members with their latest promotion material which is in accordance with the trend & season.. • At the time of withdrawing its consumer discount schemes instead of immediate withdrawal of scheme.. display or publish advertisement in local newspapers. channels in such manner that “ HURRY LAST 4 DAYS .V... for instance: ( instead of withdrawing their buy 1 get 2 free scheme casually. they should make a competitive move. • Should advertise on national channels on prime times to gain max. 28 . • There is a high demand for round-neck designer T-Shirts in the market so COTTON COUNTY can take advantage of this if they offer the same to its customer too. acceptability of its products across the country. • Company should give proper promotion to its channel members on their good results in the form of honor in the form of a shield and certificate and by other means to motivate them for doing better then their best performance. they should 4 days before withdrawal of such scheme. YOU CAN GET THIS DEAL AT AMAZING AFFORDABLE PRICE. T..
41 Dilkusha C/A. Trade Focus Ltd .COMPETITOR’S PROFILE As per the competitors of COTTON COUNTY is concerned we have undertaken its two major competitors which are posing big threats to our COTTON COUNTY brand. . It was a humble beginning. 30 . (Established : 1991) Trade Focus Ltd. Dhaka. The details concerning their profile and areas in which they deal are under mentioned: • • DUKE KOUTONS Duke Group. starting in the trade of Textile mills machinery and spare parts.also engaged in manufacturing and export in readymade garments with special emphasis on knit garments. Foreign Exchange Corporate Branch. Bangladesh Main product Line: T-shirts.. established in year 1984 carries a legacy of business venture since 1973. Production capacity: 60. Associate Companies: The Bay Super Textile Mills Ltd. The Bay Super Textile Mills Ltd . now handling garments buying house and agency business as well as continuing in textile mills spare parts business. Trousers and shorts.000 Pcs per month.which is now comprising of 3 companies: Duke Garments Ltd: now a leading manufacturer and exporter of readymade garments.The mother company and a leading trading house. (Established : 1973) Bankers: Islami Bank Bangladesh LTD. Jackets of all types. Knit items. mainly in woven fabric.
sample making. USA and England. Duke is bringing Tencel yarns in knitwear segments.Jackets and sets of all types. We obtain our raw materials from local as well as overseas sources. ADVERTISING & PROMOTION STRATEGY: Duke has used foreign models for the purpose of its advertisement in TV media. T/C. Duke is now aiming at entering into the segments of women & kids wear too shortly. Nylon and Polyester fabric. Duke is now fast diversifying into many other segments. Its advertisement are displaying world-wide on national & international channels. CVC. China. Bermudas and Shorts for both men and kids. Sources of raw materials: Bangladesh. All garments are produced under strict quality control system and we have a full fledged pattern making. India. now it is getting youth oriented and adding more designs to cater to the younger segment. “Miss Switzerland and World Aerobics Champion have already been chosen as brand ambassadors in keeping with the ‘international imagery’ of the brand 31 . lowers. In readymade garments. The company is already well known for its basics. duke’s main customers are from Canada. Pants and shorts of all types (mainly in light to medium weight fabric). We make world class garments by using Cotton. designing and quality control team comprising of total 28 technical persons. skirts. For the first time in India. T/C and Cotton Knitwear. Its recent offer of the 3-in-1 value pack has been exceedingly successful. Korea. Pakistan and Hong Kong. Polar fleece and T/C fleece tops and sets.Employees: Total 564. the company is about to launch new productlines in Chandigarh. Taiwan. Also. The company now also has an endless range of summer collection with T-shirts. upper.
is making a foray into womenswear. a major manufacturer of T-shirts.500 multi-brand outlets across the country.To capture more of its target audience’s attention they display their advertisements on prime time & on matinee times. Duke. Domestic sales account for 80 per cent. According to Mr. It recently opened two stores in Hyderabad and Secunderabad. T-shirts account for 60-65 per cent of the company's total revenues. reportedly rated by ORG-MARG as the top T-shirt maker in the country. It also makes trousers. The company now has 20 such stores in the North. the company is now looking at visibility in the South through exclusive stores. Wal-Mart and Target. which now contains a range of tops for women. prices its T-shirts in the Rs 199-699 range. Its overseas buyers include Gap. Prices of Duke apparel product line: T-shirts: casual wear T-shirts Round neck T-shirts Designer T-shirts 199 – 350Rs. 399 – 499Rs. Some would be company-owned and some franchises. 450 – 799Rs DUKE Fashions (India) Ltd. jackets. From our sources we got to know about that the company will open 15 more exclusive stores by March 2006. It has just launched a brand called X-Cite. sweaters and will begin making thermal underwear this year. 32 . They have very splendidly set a promotion strategy to display its advertisements in between the commercial breaks of ODI Cricket series being played between India & England so as to convey their advertisement messages directly & without any interruption to their target audience. the first in the South. Balkar Singh. Senior Sales Manager. It will also get into kidswear later this year and plans to enter the sports shoe segment next year. The brand is also distributed through 2. Duke. shirts.
A LOOK AT DUKE’S PRODUCT PROFILE 33 .
operates from its own state of the art fully automatic unit with imported machinery-located in Delhi India with in house stitching Laundry & Finishing facilities having the established & popular brands like Charlie Jeans & Koutons Khakis associated with them.) Koutons. 35-crore Charlie Creations Pvt Ltd. accounts for 45 per cent of Charlie Creations' turnover and is positioned as a brand for the upper middle-class. The fragrances. which accounts for 30 per cent of the turnover. ranging from musk to lavender and vanilla. Charlie and Adventure brands of ready-to-wear garments. 2. THE Rs.) Charlie. made possible by incorporating micro-encapsulation technology. Beginning August 15. comprising Indian styling on international cuts. bandhini motifs on jeans and Swarovski crystal patterns embedded on western wear. which markets the Koutons. In the Koutons range. falls in the mid-priced segment and caters to 14-18-year-olds. is making concerted attempts to give its brands a complete makeover. the company's flagship brand. introduced six months back. will last 18-20 hand washes. 34 . over 21-year-olds. the company is set to introduce fragranced shirts. ``Koutons is the first Indian brand to market scented shirts and trousers. For example.INCEPTION: CCPL established in 1991 by diehard professional Mr. TARGET AUDIENCE: 1. in addition to scented trousers. the company will introduce a range of fusion garments as part of an extension exercise for the Charlie brand. Davinder Pal an Engineering Graduate.
and Tops. These trousers have a light scented power on rubbing the fabric the fragrances. and Evening Wear for Men. 55 lakhs. by incorporating microencapsulation technology.Trousers made from a new generation fibre with greater weave flexibility. ranging from musk to lavender and vanilla. CCPL offers Shirts.While R&D and sampling exercises are being carried out on a budget of Rs. Tencel . USP OF KOUTONS: • Wrinkle Free-light weight super combed cottons… Incorporating superb technology and innovative designing techniques. PRODUCT PROFILE: A range which takes care of all your needs. last about 18 to 20 hand washes. Jeans. Jeans for Women Available allover the country. Woolen. Charlie Creations has projected a Rs. Trousers. • • • Poloynosics . 1. Cargo's. 50-crore turnover for next fiscal. Impeccable fabrics. 35 . Jackets. by using a natural non-chemical process. Musk . currently available at 511 counters across the country. they would concentrate on setting up shop-in-shop counters to retail their brands.Trouser made from a nature's luxury fiber. the company manufactures a vast range in a variety of colors & designs. Company claims to be the first company in apparels to appoint distributors to provide ready stocks in every state.Koutons is the first Indian brand to market-scented trouser. the natural cellulose found in trees. styles and fits to suit all seasons & moods.75 crore. T Shirts. which includes cotton/blended trousers in the range of……. Company officials said instead of exclusive outlets. both Indian and imported in amazing weaves. the consolidated ad budget for all three brands is Rs.
Japanese and Italian machinery. The classic cuts are styled to contour to the physical attributes of the human body to maximize the comfort of the wearer. textures etc.Future certainly looks bright and prosperous for the group. All fabrics are tested inhouse for the right performance parameters before they are considered for merchandising. Now CCPL is planning to enter the European and American markets with an export wing that will become operational within the next few months. CCPL products have already made its presence felt in the Middle East markets internationally.VISION: From a company primarily into jeans wear for the masses to one of the biggest success stories in the casual wear scenario in India CCPL has come a long way. Where all aspects of production. The initial prospective forays of CCPL at international buyer meets have been very positive. and at the same time provide a distinct smartness to the garments. Each garment is customized with hand-finished details with great precision. The product development cell comes up with the latest fabric washes & surface developments. Charlie creation’s KOUTONS is well equipped with fully automated state-of-art plants with German. 36 . right from fabric sourcing to finishing of products are handled by specialized machines.
The season planning are months in advance and the production takes over after the projections have been charted down. All tests are conducted before the final garments leave the factory. Very soon the factory is expanding its base with a vertically integrated unit at Gurgaon to cope up with the excessive demand in the domestic as well as international. for proactive changes as per mkt reqmts. After intense research and study comes up with the story for the season in terms of fabrics. This is backed by custom made MIS software "WIZAPP" that includes logistics as well.0) quality standards. real time response and just-in-time deliveries. finishes and colors. Constant Quality control checks are performed right from inspection of the fabric to production. Charlie garments are combinations of quality fabrics and styling that meets the international quality standards. 37 . QUALITY CONTROL: At Charlie Creations quality is not a goal but a way of life. packaging and tagging that conform to (AQL of 2. The P. From cutting of the Fabric to its finishing dual checking system is incorporated in order to ensure absolute accuracy. durability and elegance of each garments. The manufacturing units are monitored by most latest quality checking computerized machines that ensure wearing comfort. The retail wing works back to back with the merchandising & prodn. Backed by a dedicated and skilled work force. fits. Above all the company is geared for speed. D.OPERATIONAL SKILLS: Led by a team of young designers from NIFT the merchandising deptt. PRODUCTION CAPACITY: With a production capacity of 3000 jeans or 2200 trousers and about 1000 shirts per day. They have a complete update of the styles for the season & their deliveries and they co-ordinate with the prodn. the company today boasts of highest production efficiency in the industry. Cell co-ordinates on these styles to fine tune them for the final launch.
it is one of the few productions houses in India.TECHNOLOGY ADOPTED: Today. Cotton/Blended Trousers. Equipped with the most ultra modern machinery: 1) Auto Back Pocket Setter #805 from Durkopp Adler 2) Auto Belt Loop Setter #1650 from Singer Italia 3) Auto Waist Banding Unit #302 From Singer Italia 4) Jean Leg Hemming #591 from Singer Italia 5) Pocket Binding Unit from Singer Italia 6) Electronic Bar tacks #569 from Singer Italia 38 . The products like Jeans. which can easily do both jeans and Trousers on the same production line. The production system followed is not exactly the assembly line system but a judicious mix of team work system where in the lines are built as per the panels of the garment rather than the whole garment it self. Casual Shirts for Men Ladies and Kids been manufactured under one single roof we are producing 3000 pieces of Jeans and 2200 pieces of Trousers in a single day.
Media currently it’s being displayed all over national commercial channels like STAR PLUS. SONY ENTERTAINMENT etc. 39 . on matinee time & on prime times to target its target audience more effectively. & in T. the company is planning an electronic campaign for Koutons. fresh print advertising is being planned for the Charlie brand.7) Safety Stitch #1892 from Singer Italia 8) Auto Pocket Welting LW-2000 from AMF Reece 9) Electronic Eyelet B/HOLE XL-21 from AMF Reece 10) Garment Reversing Unit from MACPI 11) Auto Trouser Topper #319 from MACPI 12) Auto Trouser Topper from VEIT 13) X-Y AXIS Single Thread Embroidery Unit #210C from JUKI 14) Fiblon conveyor belt fusing The company has kept itself abreast of the latest developments in garment engineering and new work systems. Magazines etc. In addition to existing print advertising. the have splendidly decided their T. which has hitherto been promoted more through promotional exercises. advertisement & displaying its ad.V. ADVERTISEMENT & PROMOTION: Charlie creation’s KOUTONS is being currently advertised all over through Print media like Newspapers. Besides.V.
T-SHIRTS are priced between range: Rs. 350 – 699/Shirts are priced between range: Rs.PRICING: • • • • The company's economy brand. Trousers & jeans are priced between range: Rs. 899 – 1299/- 40 . 450 – 800+ Rs. 595. is priced between Rs. 495 and Rs. Adventure.
A LOOK AT CCLP’S KOUTONS & CHARLIE’S PRODUCT PROFILE 41 .
Bibliography: brochures: Nahar Group Newspaper: Corporate strategies (supplement of business standard). 43 .google.fashionindia.owmnahar.com Annexure: Analysis table.dukeindia.com www. Books: Marketing Management 12e KOTLER.com/ccpl/koutons www.com www. Sample of questionnaires filled by customers. Internet: www.com www.retailyatra.
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