A

Summer Training Report

On
“Performance Appraisal of Employees”
At
“ALLIANCE OVERSEAS PVT LTD”
Submitted in partial fulfillment of the requirement for
the award of degree of
Bachelor of Business Administration

Under the supervision of: Submitted by:

Mr. Rajesh Pruthi Shoyeb
(Director) BBA 5th Sem
Submitted to: Roll No. 191003451
Kurukshetra University, Kurukshetra

Panipat Institute of Engineering & Technology, Panipat

Kurukshetra University, Kurukshetra

Session 2019-2022
 STUDENT CERTIFICATE

This is to certify that I Shoyeb, the student of P.I.E.T. (Panipat Institute of Engineering &
Technology, Panipat) studying in BBA 5th Semester, ROLL NO – 191003451 has undergone
Summer Training Report at Performance Appraisal of Employees for 45 days and prepared a
project report entitled for the partial fulfillment of degree of Bachelor of Business
Administration.

I hereby declare that the project work entitled “Performance Appraisal of Employees at
Alliance Overseas Pvt Ltd” submitted to the Kurukshetra University, is a record of an
original work done by me under the guidance of Kurushetra University, Kurushetra and this
project work has not performed the basis for the award of any Degree or diploma/ associate
ship/fellowship and similar project if any.
 ACKNOWLEDGMENT

Gratitude of highest order is expressed to Dr. Atul Gautam (Head of Department) for encouragement
and support during my project. His care, endless support and trust motivate me for opportunity to
achieve. This project could not be completed without his insight and achieve.

I am neither expert nor a trend spotter. I am a management student with foundations of

management principles and theories who is keen in different industries, it's happening mainly
in Alliance Overseas Pvt. Ltd.

I am highly obliged to Mr. Rajesh Pruthi, my prime internal guide for his invaluable support;
guidance and knowledge that he has shared with me thereby aiding me in making this project a
success along with other employees who provided their utmost working knowledge, which has
broaden my area of interest and benefited mostly in completing the project.

I am highly grateful to my project guide Mr. Omesh Chadha (Assistant Professor BBA, P.I.E.T.) for
her inspiring guidance and blessings for fulfilling the project report. I am very grateful for his research
advice, knowledge and many insightful discussion and suggestions.

Lastly, I thank faculty and staff members of P.I.E.T., Panipat which gave me an opportunity regarding
training purpose and helped me in building some experience in my career.

Shoyeb
 EXECUTIVE SUMMARY

This project was carried out in the marketing department Alliance Overseas Pvt. Ltd.,
Panipat. The researches has conducted this study for the purpose performance appraisal of
employees. The data and information collected is with respect to working procedure
specifically regarding the marketing. The data referred for this study is for the year 2019-
2020. Researcher has applied the concept and gained knowledge during the training at
Alliance Overseas Pvt. Ltd.. In practical business situation, researcher has understood these
concepts in a better way. The research work really has poured of immense learning for
researcher. Researcher would like to thank whole-heartedly to Alliance Overseas Pvt. Ltd.,
for giving him this exposure. It is correctly said that market exposure is nearly a civilized
form of warfare where most of the battles are won by civilized thinking and the attitude. The
project helps in having a view of implementing the theoretical knowledge to industrial
environment. The project at “Performance Appraisal of Employees” is definitely going to
play an important role in developing an attitude for hard work and self-confidence for my
future.

(Javish Kumar Makani)

 INDEX
Chapter No. Particulars Page No.

CHAPTER 1 INTRODUCTION OF THE COMPANY AND TOPIC

1.1) Introduction of industry

1.2) Introduction of company 1-18

1.3) Introduction of topic

CHAPTER 2 LITERATURE REVIEW 19-21

CHAPTER 3 RESEARCH METHODOLOGY 22-25

CHAPTER 4 ANALYSIS & INTERPRETATION 26-45

CHAPTER 5 FINDINGS, SUGGESTION AND CONCLUSION 46-48

5.1) Findings

5.2) Suggestion

5.3) Conclusion

BIBLIOGRAPHY 49

ANNEXURE 50-54
Chapter 1
Current Facts on Indian Textile Industry
History, craft and cottage industries come together at this important junction between the
Punjab and the Gangetic Plains. About 100 km from Delhi, in the state of Haryana, is the
sprawling industrial city of Panipat, a luminary of the handloom industry in India. Long
before one enters the main city, billboards proclaim the presence of the weaving units.
Further, up, the main road is flanked by a string of showrooms with local handloom products
on display.

Panipat is famous for ‘Rugs’ durries a kind of a floor covering, which is in great demand in
India and abroad. Originally, it was a traditional item made by village women for personal
use. But slowly the product came to be recognized beyond Panipat and the growing demand
for durries resulted in a burgeoning number of private and state owned weaving units within
the city.

Indian textile traditions are reputed all over the world and admired for their beauty, texture
and durability. India has a diverse and rich textile tradition. The origin of Indian textiles can
be traced to the Indus valley civilization. The people of this civilization used homespun
cotton for weaving their garments. India had numerous trade links with the outside world and
Indian textiles were popular in the ancient world. Indian silk was popular in Rome in the
early centuries of the Christian era. Hoards of fragments of cotton material originating from
Gujarat have been found in the Egyptian tombs at Fostat, belonging to 5th century.

Carpet and rugs weaving is an ancient art invented by the wandering nomads. Very little is
known of early and indigenous carpet weaving in India, where it was apparently a late
development. The growth of the industry remained sluggish till mid-sixty when policy
makers realized its importance as a major source of foreign exchange earnings and potential
for generating employment to the weaker sections in rural areas. The export of the Indian
carpets particularly to Europe and America had a tremendous impact on the entire carpet
production. This leads to the phenomenal growth of the industry and also completely
revolutionized the designs and colours. The production of carpet is spread all over India with
its main centres in U.P., Panipat, Amritsar, Gwalior, Srinagar, Elluru, Warangal and Hilly
areas in Himachal Pradesh and West Bengal

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Today, the Panipat carpet belt is famous all over the country and is contributing a large share
of total carpet production. The reason for mushrooming of many carpet manufacturing units
in Panipat is its being one of the largest market of raw wool and cotton in North India.
Secondly, the settlement of the skilled weavers and industrialists from the disturbed and
terrorized state of Punjab at Panipat.

Panipat specialized in the production of hand tufted plant plain as well as designed carpets.
The present study was carried out to have an insight of hand tufted carpet industry of Panipat.

The primary contribution of textile industry:

 Export earnings for the country, textile industry occupies16% of the country's export
earnings.

 Generating employment, second largest employment generator after agricultural

sector

 Industrial output sums up to 14% of total industrial production and approximately

contributes to 30 % of total export products.

India textile industry largely depends upon the textile manufacturing and export. It also plays
a major role in the economy of the country. India earns about 27% of its total foreign
exchange through textile exports. Further, the textile industry of India also contributes nearly
14% of the total industrial production of the country. It also contributes around 3% to the
GDP of the country. India textile industry is also the largest in the country in terms of
employment generation. It not only generates jobs in its own industry, but also opens up
scopes for the other ancillary sectors. India textile industry currently generates employment
to more than 35 million people. It is also estimated that, the industry will generate 12 million
new jobs by the year 2019.

India textile industry is one of the leading in the world. Currently it is estimated to be around
US$ 52 billion and is also projected to be around US$ 115 billion by the year 2019. The
current domestic market of textile in India is expected to be increased to US$ 60 billion by
2018 from the current US$ 34.6 billion. The textile export of the country was around US$
19.14 billion in 2017-18, which saw a stiff rise to reach US$ 22.13 in 2017-18. The share of
exports is also expected to increase from 4% to 7% within 2019. Following are area,
production and productivity of cotton in India during the last six decades:

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Strengths

 Vast textile production capacity

 Large pool of skilled and cheap work force
 Entrepreneurial skills
 Efficient multi-fibre raw material manufacturing capacity
 Large domestic market
 Enormous export potential
 Very low import content
 Flexible textile manufacturing systems

Weaknesses

 Increased global competition in the post 2005 trade regime under WTO
 Imports of cheap textiles from other Asian neighbours
 Use of out-dated manufacturing technology
 Poor supply chain management
 Huge unorganized and decentralized sector
 High production cost with respect to other Asian competitors.

Current Facts on Indian Textile Industry -

 India retained its position as world’s second highest cotton producer.

 The productivity of cotton which was growing up over the years has decreased in
2018-19.
 Substantial increase of Minimum Support Prices (MSPs).
 Cotton exports couldn't pick up owing to disparity in domestic and international
cotton prices.
 Imports of cotton were limited to shortage in supply of Extra Long staple cottons.

The textiles industry in India enjoys a distinctive position due to the pivotal role it plays by
way of contribution to industrial output, employment generation (second largest after
agriculture) and export earnings of the country. The industry is rich and varied, embracing the
hand-spun and hand-woven sector at one end and the capital intensive, sophisticated mill
sector at the other. Its association with the ancient culture and tradition of the country lends it

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a unique advantage in comparison with textiles industry of other countries, thus giving it an
uncommon edge to cater to a vast variety of products and market segments both domestically,
as well as, globally.

The industry currently contributes about 14 per cent to industrial production, 4 per cent to
GDP, and 17 per cent to the country’s export earnings, according to the Annual Report 2012-
13 of the Ministry of Textiles. The industry accounts for nearly 12 per cent share of the
country's total exports basket. It provides direct employment to more than 35 million people.

Leading Textile Companies of Panipat

 Faze three ltd

 Sheena exports
 Reed & Pick
 Hand Fab
 Paliwal exports
 Om Overseas
 Gupta textile
 Mittal International

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Introduction to Company

Formation of Alliance Overseas Pvt. Ltd.

Alliance Overseas Pvt. Ltd. established in 2005, by Mr. Rajesh Pruthi, is a leading player in
home furnishings with a presence rending from luxury to mass-market as well as custom
solutions. The company, through years of experiences, has a valuable reputation for good
quality and fine design. Alliance Overseas Pvt. Ltd. has always pushed the boundaries of
design and aesthetics in a sophisticated merger of modernity and tradition. Through its four
decades of operations the company has engaged with the very best of International labels
across the globe. Our client list contains the who's who of International furnishing brands and
home stores. The company has consolidated its position by investing in technology and has
incorporated world-class standards into its facilities.

Now MI, joined by Mr. Manmohan Sharmais well positioned to cater to diverse customer
requirements, with good infrastructure; a team of dynamic professionals and sound
technological support. The youth and vibrancy in the company is constantly reflected in the
freshness of design concepts, constructions and agility in responding to ever- changing
market needs.

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Awards & Recognition -

1. ISO-9001-2008 Certified
2. In-house facilities of Design – Weaving - Sizing – Dyeing- etc.
3. Manufacturer-Exporter of Bathmats, Towels,Fabric..

Social compliant (by Level works for Sears)

Year of establishment - may,2005,

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Customer Base:

 CRATE & BARREL.

 BOUCLAIR
 WAL*MART
 LI & FUNG
 TARGET

Customers Choices of Product

 BATHMATS
 TERRY TOWELS
 BATH SHEETS

Quality Policy
Alliance Overseas Pvt. Ltd. steadfast commitment to quality is reflected in ISO 9001-2008
certification and the Rug mark, Kaleen, Care & Fair label on rugs. The dedicated team of
craftsmen in faze three ltd bring together years of experience and knowledge in carpet and
rugs manufacturing. Designs are created using the latest computer aided technology and
manufactured to a quality only the finest weavers can produce.
To maintain consistency in quality and supply throughout the year, they procure high quality
raw wool from the leading wool grading centres in India and around world. The wool is then
blended and spun by the company.
To create different texture in manufacture of product they mix different kind of yarns,
purchased from suppliers. Committed to total quality culture, MI strives to meet and exceed
its customer expectations. Continuously endeavour towards achieving higher standards of
product and service excellence. Result - maximization of customer trust and satisfaction.
Quality control is the hallmark of their products.
It helps them at every stage to achieve a very consistent product, which is in tune with
customers' expectations.

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Carpets are manufactured from the finest wool, which ensure that the
carpets have:

 Long life.
 Beautiful look.
 Easy to handle.
 Soothing to the eyes
 Are not harmful to the health of children.
Product Line
Rugs Carpet Floor Coverings Home Furnishings
CHINDI SHAGGY COTTON DURRI CUSHION
JUTE HAND KNOTTED LEATHER CHAIR BRAID
COTTON HAND LOOM BATHMAT CURTAIN
SHAGGY HAND TUFTED WOOLEN TABLE MAT

Product Range
Carpets:

Fig: 1.1

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The carpet is produced on a loom quite similar to woven cloth. The pile can be plush or
Berber. Plush carpet is a cut pile and Berber carpet is a loop pile. There are new styles of
carpet combining the two styles called cut and loop carpeting. Normally many coloured yarns
are used and this process is capable of producing intricate patterns from pre-determined
designs (although some limitations apply to certain weaving methods with regard to accuracy
of pattern within the carpet).These carpets are usually the most expensive due to the
relatively slow speed of the manufacturing process.

Tufted Bathmats:

Figure 1.3

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Process of manufacturing a textile item

Wool Purchase

Raw Material
Spinning Yarn

Dyeing

Cloth

Mapping/tracing on
standard

Weaving

Stretching/Latexing

Latexing
Thirding

Binding

Finishing

Packing

Dispatching

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Introduction to topic
What is marketing?
The management process through which goods and services move from concept to the
customer. As a practice, it consists in coordination of four elements called 4P's:

(1) Identification, selection, and development of a product,

(2) Determination of its price,

(3) Selection of a distribution channel to reach the customer's place, and

(4) Development and implementation of a promotional strategy.

As a philosophy, marketing is based on thinking about the business in terms of customer

needs and their satisfaction. Marketing differs from selling because (in the words of Harvard
Business School's emeritus professor of marketing Theodore C. Levitt) "Selling concerns
itself with the tricks and techniques of getting people to exchange their cash for your product.
It is not concerned with the values that the exchange is all about. And it does not, as
marketing invariably does, view the entire business process as consisting of a tightly
integrated effort to discover, create, arouse, and satisfy customer needs."

What is Publicity?
At its core, publicity is the simple act of making a suggestion to a journalist that leads to the
inclusion of a company or product in a story. Newspapers, magazines, TV programs and
radio shows have large amounts of space to fill and depend upon publicists to help provide
story ideas, interview subjects, background information and other material.

Historical Milestones in publicity

Publicity goes back to the very beginnings of recorded history. Archaeologists working in the
countries around the Mediterranean sea have dug up signs announcing various events and
offers. An early form of publicity was the town crier. Another early publicity form was the
mark that trades people placed on their goods, such as pottery. As the person’s reputation
spread by word of mouth, buyers began to look for his special mark, just as trademarks and
brand names are used today. As production became more centralized and markets became
more distant, the mark became more important. The turning point in the history of publicity

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came in the year 1450 when Johann Gutenberg invented the printing press. Publicity no
longer had to produce extra copies of a sign by hand. The first printed advertisement in the
English language appeared in 1478. In 1622, publicity got a big boost with the launching of
the first English newspaper, The Weekly News. Publicity had its greatest growth in the
United States. Ben Franklin has been called the father of American publishing because his
Gazette, first published in 1729, had the largest circulation and advertising volume of any
paper in colonial America. The invention of radio and, later, television created two more
amazing media for the spread of publicity.

International publicity: A Global Marketplace

Trade is increasingly global in scope today. There are several reasons for this. One significant
reason is technological—because of improved transportation and communication
opportunities today, trade is now more practical. Thus, consumers and businesses now have
access to the very best products from many different countries. Increasingly rapid technology
lifecycles also increases the competition among countries as to who can produce the newest
in technology. In part to accommodate these realities, countries in the last several decades
have taken increasing steps to promote global trade through agreements such as the General
Treaty on Trade and Tariffs, and trade organizations such as the World Trade Organization
(WTO), North American Free Trade Agreement (NAFTA), and the European Union (EU).

Some forces in international trade.

Trade between countries is beneficial because these countries differ in their relative economic
strengths—some have more advanced technology and some have lower costs. Products tend
to be adopted more quickly in the United States and Japan, for example, so once the demand
for a product (say, VCRs) is in the decline in these markets, an increasing market potential
might exist in other countries (e.g., Europe and the rest of Asia). Internalization/transaction
costs refers to the fact that developing certain very large scale projects, such as an automobile
intended for the World market, may entail such large costs that these must be spread over
several countries.

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Important Definitions

Marketing management
Industrial Marketing Management provides theoretical, empirical and case-based research
geared to the needs of marketing scholars and practitioners researching and working in
industrial and business-to-business markets. An editorial review board of leading
international scholars and practitioners assures a balance of theory and practical applications
in all articles. Scholars from North America, Europe, Australia/New Zealand, Asia and other
regions of the globe offer the latest findings for improving effectiveness and efficiency of
industrial markets. This comprehensive approach keeps readers abreast of the most timely
data and current thinking necessary for better marketing decisions and strategy in global
industrial and business-to-business markets.

Marketing strategy
A marketing strategy allows an organization to concentrate its limited resources on the
greatest opportunities to increase sales and its competitive advantage. Often companies will
spend a ton of money on promotional activities that don't get results. Instead take a closer
look at your product, packaging and pricing; your customer; and what makes your company
stand out. When you are clear and confident on your offerings, you can spend less on your
marketing strategy and achieve better results.

Advertising
Advertising is bringing a product (or service) to the attention of potential and current
customers. Advertising is focused on one particular product or service. Thus, an advertising
plan for one product might be very different than that for another product. Advertising is
typically done with signs, brochures, commercials, direct mailings or e-mail messages,
personal contact, etc.

Promotion
Promotion keeps the product in the minds of the customer and helps stimulate demand for the
product. Promotion involves on-going advertising and publicity (mention in the press). The
on-going activities of advertising, sales and public relations are often considered aspects of
promotion.

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Marketing
Marketing is the wide range of activities involved in making sure that you're continuing to
meet the needs of your customers and getting value in return. Marketing is usually focused on
one product or service. Thus, a marketing plan for one product might be very different than
that for another product. Marketing activities include "inbound marketing," such as market
research to find out, for example, what groups of potential customers exist, what their needs
are, which of those needs you can meet, how you should meet them, etc. Inbound marketing
also includes analysing the competition, positioning your new product or service (finding
your market niche), and pricing your products and services. "Outbound marketing" includes
promoting a product through continued advertising, promotions, public relations and sale.

Public relations
Public relations include on-going activities to ensure the overall company has a strong public
image. Public relations activities include helping the public to understand the company and
its products. Often, public relations are conducted through the media that is, newspapers,
television, magazines, etc. As noted above, public relations is often considered as one of the
primary activities included in promotion

Publicity
Publicity is mention in the media. Organizations usually have little control over the message
in the media, at least, not as they do in advertising. Regarding publicity, reporters and writers
decide what will be said.

Sales
Sales involves most or many of the following activities, including cultivating prospective
buyers (or leads) in a market segment; conveying the features, advantages and benefits of a
product or service to the lead; and closing the sale (or coming to agreement on pricing and
services). A sales plan for one product might be very different than that for another product.

What is a Public Relations?

Public relations involve the cultivation of favourable relations for organizations and products
with its key publics through the use of a variety of communications channels and tools.
Traditionally, this meant public relations professionals would work with members of the
news media to build a favourable image by publicizing the organization or product through

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stories in print and broadcast media. But today the role of public relations is much broader
and includes:

•Building awareness and a favourable image for a company or client within stories and
articles found in relevant media outlets

•Closely monitoring numerous media channels for public comment about a company and its
products

•Managing crises that threaten company or product image

•Building goodwill among an organization’s target market through community, philanthropic

and special programs and events

In this tutorial most of our focus is on how public relations supports marketing by building
product and company image (sometimes referred to as publicity). Yet, it should be noted that
there are other stakeholders companies reached via the public relations function, such as
employees and non-target market groups. Favourable media coverage about a company or
product often reaches these audiences as well and may offer potential benefit to the marketer.

The Role of Public Relations in Today's Business Climate

In the world of integrated marketing, the lines between advertising, communications and
public relations have become almost non-existent. Just what role does Public Relations play
in the today's mix? To find the answer, we called on experts in the field. In order to get a
good cross section of opinions, we asked both PR agency and corporate people to respond.
Representing the PR agencies are Gwinavere Johnston from Johnston Wells Public Relations
and Leanne Clark and Christen Crampon Day from Schenkein. From the corporate side is
Glenn Morey, Morey Evans Advertising, for Business to Consumer and Jerry Donovan,
Public Relations Consultant for Gates Rubber Company for the Business to Business opinion.
The responses that follow leave no doubt why these people are experts in their field.

Today's Business Climate and the Role of Public Relations

By Gwinavere Johnston – Johnston Wells Public Relations

As the corporate scandals of 2002 made abundantly clear, a company's reputation is

paramount to its success, if not its survival. The fallout of corporate greed has broad
implications, including some that hit home for average Americans in the form of
unemployment and depleted retirement savings.

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As a result, corporate credibility is at an all-time low, and public mistrust has spilled over into
investment markets. This creates a considerable need to restore public faith, and public
relations professionals will play a vital role in leading the charge.

Reputation and why it Matters?

Reputation can account for a large portion of a company's market capitalization, and can be
its most important long-term asset. It impacts an organization in a myriad of ways, including
stock price, and the ability to attract and retain customers and employees. Corporate
reputation is based on factors such as
 Quality of products or services
 Earnings and business performance
 Stability and fairness as an employer
 Level of integrity in business practices
 Degree of honesty and openness
 Involvement in local communities
Today, with distrust of the corporate world at an all-time high, corporate credibility is an
over-riding factor. Whether they like it or not, companies today are at the mercy of public
constituencies. That means there is growing recognition of the need to foster a good
reputation by developing positive relationships with various publics.

How Companies Can Restore Trust?

There are formal definitions of the term "public relations," yet its meaning is self-evident; it
is the management of relationships between an organization and the constituencies upon
which it depends.

Quite literally, public relations is managing relations with various publics, a role that grows
in importance as reputation becomes ever more critical to business success. Companies can
restore trust in a number of ways, many involving traditional PR strategies, such as:

 Using integrity and fairness as criteria for all business decisions;

 Maintaining an emphasis on quality of products or services;
 Openly sharing truthful information with all publics;
 Actively seeking input from publics and being responsive to concerns;
 Renewing a commitment to local communities; and

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 Creating forums to encourage dialogue with constituencies.

The Role of Public Relations in Marketing a Consumer Brand

By Glenn Morey / Morey Evans Advertising

The strategic role of PR for consumer brands is critical to extending the impact and
credibility of advertising. The questions we so often ask from a PR effort are: (1) what are
you trying to achieve with your PR over the long run, and (2) how does it integrate with your
marketing and communications plan?

The most obvious strategic role for PR-a role that meets a communications objective that is
difficult for conventional advertising to address-is to create community affinity while at the
same time complementing consumer affinity for the brand. PR is uniquely capable of
building relationships with communities (geographic, demographic, social, political, special
interest, etc.) through events, sampling, causes, in-kind support, and sponsorships, to name a
few.

Second, we like to see PR or media relations deliver messages not normally addressed in
conventional advertising. For example, good news about the client's business, new services or
new level of commitment to service, how well the client is measuring up within its
competitive set, the client's business heritage, or the client's involvement in the community.
These types of messages are critical to creating a positive selling environment for our
advertising. Equally important, it creates buzz for our client as a company.

Third, we like to see PR reach audience segments beyond our core media targets. It's a big
world out there for mainstream consumer brands. Mass audiences, like adults 18-54, simply
cannot be economically reached. Therefore demographic, psychographic and lifestyle
targeting is more important today than ever before. At Morey Evans our media targets are
very well defined to those consumers who have the greatest propensity to buy our client's
product or service. By the same token, however, a mainstream brand is still main stream,
meaning just about anyone is a possible customer. PR is an efficient way to broaden our
reach to the mainstream public.

Fourth, we like to see PR build momentum into the launch of a new ad campaign. This
provides exposure between media flights and increases frequency of brand exposures during

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the duration of the advertising period. In the fight for brand awareness and top-of-mind
consideration, there are few substitutes for pure frequency.

And last, but certainly not least, we like to see PR reinforce, in the consumer's mind, those
moments when a company chooses to put a stake in the ground: The launch of a new market,
acquisition of another company, a new partnership, a product release, relevant differentiation,
or new leadership with a new vision. All of which provide value to the consumer.

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Chapter 2
Literature Review
(Prajogo, 2007) Product quality was predicted by differentiation strategy, but not cost
leadership strategy. However, the effect of differentiation on quality was moderated by cost
leadership whereby the higher the cost leadership, the stronger the effect.

(Parker, 2008) The competitive strategies employed during this period have boosted a
company now savouring even better fortunes than before.

(Williamson, 2005) Four fundamental changes are underway that are reshaping the
competitive game in Asia: the demise of asset speculators; the rapid development of China
scattering the traditional “flying geese” pattern of development; the breakdown of barriers
that traditionally protected Asia's national economic baronies; and the decay of “me-too”
strategies. New strategies are therefore called for.

(Voola et.al, 2010) Competitive strategies influence RMO and PMO, which then influence
firm performance.

(Chi, 2010) The competitive priority model is proven valid and the four constructs account
for the most variance in corporate competitive strategies. High-performing companies placed
greater emphasis on quality and delivery performance strategies than low cost strategy in
order to build capabilities for product or service differentiation; in contrast, low-performing
companies gave equal weight to all four competitive capabilities.

(Gillen et.al, 2005) A sustainable competitive advantage is a necessary condition for a firm
to survive and prosper. Specifically, companies need to embark on real, substantive business
initiatives that will accrue to the company an asymmetrical, firm-specific resource that will
not be perfectly imitable by competitors, to borrow.

(Leung et.al, 2003) Competitive performances of manufacturing firms are affected by the
strategies they selected. The implementations of strategies, as usually assumed, rely on the
effectiveness of work teams. The performances of teams, to a large degree, are directed by
team leaders. Therefore, the compatibility between competitive performances, manufacturing
strategies, and the functions of team leaders should be explored.

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(Powers, 2004) Firms that used competitive methods to pursue a broad differentiation,
customer service differentiation, or focus strategy were unable to realize a performance
advantage over firms that are stuck-in-the-middle.

(Yoo et.al, 2006) The principles of division of work, authority and responsibility, unity of
command, unity of direction and scalar chain are useful in the implementation of a cost
leadership strategy but other, more modern alternative principles apply for differentiation
strategy. Likewise, the three principles of stability of tenure of personnel, initiative and esprit
de corps apply to the implementation of differentiation strategy, but not to cost leadership,
where, again, alternative principles apply. The remaining six principles of discipline,
subordination of individual interests to the general interest, remuneration, centralization,
order and equity are applicable to implementation of both.

(Helms et.al, 2001) Both in terms of financial performance and operating performance, the
group of retailers employing a combination of low-cost/ differentiation strategy to attain
competitive advantage outperform those using a singular strategic approach.

(Cousins, 2005) Firms defining their competitive advantage as being cost-focused will
generally consider supply as playing merely a cost-reduction role, i.e. passive and supportive,
whereas firms viewing their competitive advantage as being differentiated will see supply as
strategic, i.e. as a distinctive capability.

(Shurchuluu, 2002) National competitiveness can be proxied by manufactured export

performance relative to competitors. For the economy to be more competitive and productive
there are strong needs for rapid manufactured export growth, combined with sustained
technological upgrading and diversification.

(Jacobset.al, 2007) Modularity positively and directly influences each aspect of competitive
performance.

(Parnell, 2006) Building on Porter's low cost-differentiation framework, the resource-based

view of the firm, and proposes value and market control as the two prominent overarching
factors in business strategies.

(Khandekar e. al, 2005) There is a positive relationship between organizational learning,

strategic HRM and sustainable competitive advantage.

Page | 20
(Bourlakis, 2006) Multinational firms' superior operational efficiency is also resulting in a
higher profitability performance.

(Helms et.al., 1997) Competing with low cost strategy and differentiation strategies may
involve benefits that are not based on advantages of larger market shares and scale
economies.

(Furrer et.al, 2008) An optimal strategy that can be theoretically defined; and corresponding
to each resource configuration there seems to exist a unique optimal region in strategy space.

(Henderson, 2011) Cost leadership strategies are unlikely to work and the event organizer
must address competitive advantage via differentiation and focus strategies.

(Thrulogachantar et.al, 2011) Purchasing strategies create significant positive impact on

manufacturing performance which comprises the competitive priorities of the firms in terms
of quality, cost, cycle time, new product introduction time line, delivery speed and
dependability and finally, customization responsiveness performance.

Page | 21
Chapter 3

Research Methodology

Meaning of Research

Research simply means ‘search for knowledge’. Research comprises of defining and
redefining problems, formulating hypothesis or suggested solutions, collecting, organizing
and evaluating data making deductions and reaching conclusions.

Research involves:

 Gathering data from the market.

 Conducting consumer surveys.
 Determining the needs of the customers.
 Evaluating customer responses.
 Gathering sales and market share data.
 Testing the product and policies.
Research process:

Major steps in the research process are as following:-

Step 1- Defining the research objective.
Step 2- Developing a research plan.
Step 3- Collecting data from relevant source.
Step 4- analysing and interpreting the data.
Step 5- making Final Report.
Main objective
The main Objective of the study is to analyse and understand the marketing strategy at Mittal
International.

Sub Objectives of the Study

 To identify most attractive marketing activity.
 To analysis whether publicity& marketing technique change customer’s attitude
towards product offered.
 To evaluate effectiveness of various promotional schemes.

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  To understand customer and retailer in terms of various parameters i.e. brand loyalty,
preference towards product, promotional schemes liked by both etc.
Research Design

A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
Research design is the conceptual structure within which research is conducted. It constitutes
the blueprint for the collection measurement and analysis of data. Research design includes
an outline of what the researcher will do from writing the hypothesis and its operational
implication to the final analysis of data.

A research design is a framework for the study and is used as a guide in collecting and
analysing the data. It is a strategy specifying which approach will be used for gathering and
analysing the data.

The research design used in this project is Descriptive in nature. Descriptive research
includes surveys and fact-finding enquiries of different kinds. The main purpose of this
descriptive research is description of the state of affairs as it exists at present. The main
characteristic of this method is that the researcher has no control over the variables; he can
only report what has happened and what is happening.

Justification of Study:

As we know, that publicity and marketing is one of the main aspects of any organisation. It is
very important for any organisation to have a deep analysis of their perspective customers
and creating awareness regarding their products. The importance of publicity and marketing
also appreciates with the growing competition in the economy. So I have selected
“Competitive Strategies of Publicity and Marketing’ as my topic.

Sources of data collection

Data collection is in-fact, the most important aspect of a survey. While collecting data utmost
care must be exercised because data constitute the foundation on which the superstructure of
statistical analysis is built. If the data are inaccurate and inadequate the entire analysis may be
faulty and the decision taken would be misleading.

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The data can be collected from primary and secondary sources. The basic premises of my
study are supplemented with the secondary data.

Primary Data
The Data, which are collected directly by the researchers according to his/her requirement.
Methods of Primary Data Collection

These types of data are collected through interviews, observations, discussion etc.

 Interviews
 Personal Investigation
 Observation Method
 Information from correspondents
 Information from superiors of the organization

Secondary Data

The secondary data is the data, which is not directly collected by the researchers but is
already prepared by the other people.

 Published Sources such as Journals, Government Reports, Newspapers and

Magazines etc.
 Websites like fazethree.com official site, some other sites are also searched to
find data.
There are two methods of Data Collection and I have used both methods i.e., primary method
and secondary method as well. In primary method for data collection, I have conducted a
survey. In this survey, two kinds of questionnaires were prepared. One was related to
customer and another one was related to retailers. The survey is described in detail in the
following section.

The sample size for both the survey was 50. In addition, Primary data has been collected
through Structured Questionnaires, Personal Interviews & Discussion with the employees.
Secondary data has been given by the Company executives in the form of previous records
and I have taken other data from the company website & internet.

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Limitations of the study
However, the researcher tried my best to have desired information from the respondents and
to make the report fruitful but some limitations are bound to incur which may affect the
results or findings.

Limitations of the study are:-

 Lack of experience: The researcher was new on the topic which was assigned to him.
So lack of experience in getting information from respondents came in to the way of
collecting the relevant data.

 Time Constraints: Time was a bit short to fathom into the depth of the study. But
still all efforts to the best possible extent have been made to collect the data.

 Data collection Constraints: Since most of the data used is secondary in nature, this
poses the constraints on the validity and reliability of the data.

 Busy Employees: Employees are not available as are busy in their work

 Appointments: There was a problem in taking appointments from the managers.

 Sources: Sources were confounded some time to give proper information.

 Area: The office area was very congested.

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Chapter 4
Analysis and Interpretation

1: What kind of textile product you prefer?

Table: 4.1

Particulars Response out of sample size 100

Expensive 22%
Cheaper 53%
Both 25%

Fig: 4.1

Interpretation:

It is interpreted that only 22 % customers prefer expensive textile product, 53 % customers

prefer cheap textile products and only 25 % customer prefer both kind of products. It reveals
that cheap product users like to purchase the expensive products, when it is on the scheme,
only if it is more attractive.

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2: Are you loyal to any particular product brand?

Table: 4.2

Particulars Response out of sample size 100

Brand loyal 8%
Not loyal 92%

Fig: 4.2

Interpretation:

It is interpreted that 8 percent customers are brand loyal and 92 percent are not brand loyal.
Brand loyal customers are not attracted by publicity if it is on any product.

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3: When do you buy the textile product?

Table: 4.3

Particulars Response out of sample size 100

Occasionally 10%
On scheme 32%
Festival season 28%
Any time 30%

Fig: 4.3

Interpretation

It is interpreted that mostly consumer likes to purchase the textile product on the occasion
when it is required. 32 percent customers like to purchase on the sales promotion scheme.

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4: Which publicity activity attracts you most?

Table: 4.4

Particulars Response out of sample size 100

Discount 35%
Free gift 11%
Scratch card 10%
Special scheme 20%
Others 24%

Fig: 4.4

Interpretation

It is interpreted that from the various tools of the sales promotion or publicity, discount is
most attractive among the customers. Customers like to purchase more on this scheme if the
discount is more than 40 percent.

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5: Does the publicity and marketing technique change your attitude
towards the quality of product?

Table: 4.5

Particulars Response out of sample size 100

Yes 51%
No 32%
Can’t say 17%

Fig: 4.5

Interpretation
It is interpreted that majority of the people were agreed that publicity and marketing activities
change the attitude of customers towards the quality of product. And 32 percent customers
were disagreed with this statement.

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6: Do you buy the textile product at any scheme?

Table: 4.6

Particulars Response out of sample size 100

Yes 62%
No 18%
Can’t say 20%

Fig: 4.6

Interpretation
From the above table, It can be interpreted that the mostly customers purchases textile
product if the scheme is good and attractive.

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7: Do you buy the same product after the sales promotion scheme?

Table: 4.7

Particulars Response out of sample size 100

Yes 21%
No 40%
Can’t say 39%

Fig: 4.7

Interpretation
It is interpreted that that the customer of the textile product are not brand loyal, they are
mostly attracted by the publicity or sales promotion scheme or shift to the other brands or do
not like to purchase the same brands which were on the promotion.

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8: Is stock available at a particular scheme?

Table: 4.8

Particulars Response out of sample size 100

Yes 64%
No 36%

Fig: 4.8

Interpretation
From the above table and graph it is interpreted that only 64 percent customer says that stock
is available at a particular scheme and 36 percent people says that stock is not available of a
particular scheme.

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 (Retailer’s survey)
9: What kind of textile product you have?

Table: 4.9

Particulars Response out of sample size 100

Expensive 42%
Cheap 25%
Both 33%

Fig: 4.9

Interpretation
It is interpreted that that only 25 percent of retailers have not expensive textile products,
while 42 percent of retailers having expensive products. These 42 percent are having more
than 2 or 3 brands of the textile products.

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10: Which product having maximum sale in your showroom?

Table: 4.10

Particular Response out of sample size 100

Chindi rugs 20%
Jute rugs 14%
Carpet 23%
Bed sheet 30%
Home furnishings 13%

Fig: 4.10

Interpretation
It is interpreted that that only 20 percent share of chindi rugs, 14 % share of jute rugs, 23 %
share of Carpet Rugs, 30 % share of bed sheets, 13 % share of Home Furnishings out of
total sale at showroom.

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11: Do you think company should go for publicity in the era of cutthroat
competition?
Table: 4.11

Particular Response out of sample size 100

Yes 92%
No 8%

Fig: 4.11

Interpretation
It is interpreted that 92 percent of the retailers said that the company goes for sales promotion
schemes because they know that the sales promotion should be the part of retailers.

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12: Do you think sales promotion will not be effective if the product is not
properly advertised?
Table: 4.12

Particular Response out of sample size 100

Yes 80%
No 20%

Fig: 4.12

Interpretation
It is interpreted that 80 percent of retailers suggest that if sales promotion scheme is not
properly conveyed to the customers than it has no common use. 20 percent says there is no
need to advertise the sales promotion.

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13: Do you promote the sales on which behalf?

Table: 4.13

Particular Response out of sample size 100

Self-basis (Retailer) 20%
Company basis 80%

Fig: 4.13

Interpretation
It is interpreted that the company should go for sales promotion because the retailers
themselves cannot afford for sales promotion activities on their part while 20 percent suggest
for sales promotion activities by their own self.

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14: Which type of publicity technique you used?
Table: 4.14

Particular Response out of sample size 100

Discount 52%
Buy 2 get 1 free 20%
Gift 14%
Others 14%

Fig: 4.14

Interpretation
It is interpreted that 52 percent of retailers make warm welcome to the discount scheme and
20 percent make emphasis on buy 2 get 1 free, 14 percent for gifts and 14 percent acclaimed
for others scheme.

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15: After how much duration you introduce the sales promotion activity?
Table: 4.15

Particular Response out of sample size 100

Regularly 12%
Monthly 36%
Quarterly 32%
Half-yearly 12%
Yearly 8%

Fig: 4.15

Interpretation
It is interpreted that 12 percent of the retailers go for regularly sales promotion schemes, 36
percent says sales promotion scheme introduces every monthly and 32 percent of the retailers
ask for quarterly sales promotion scheme, 12 percent go for half yearly schemes and only 8
percent are yearly basis like Diwali dhamaka, summer sales etc.

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16: Are customers brand loyal?
Table: 4.16

Particular Response out of sample size 100

Yes 31%
No 69%

Fig: 4.16

Interpretation
It is interpreted that 69 percent of retailers are not brand loyal. These retailers gave more
importance to taste and attraction of other textile product and only 31 percent retailers are
loyal for their particular brand.

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17: During the publicity activity, does your sale really increase or not?

Table: 4.17

Particular Response out of sample size 100

Yes 88%
No 12%

Fig: 4.17

Interpretation
It is interpreted that 88 percent of retailers think that there is a huge impact of publicity
activities on sales of textile product, and according to them company should follow this
activity continuously, while 12 percent are ignoring the effect of publicity.

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18: On which occasion, company should go for sales promotion and
publicity?
Table: 4.18

Particular Response out of sample size 100

Festival 40%
New year 16%
All time 36%
Any time 8%

Fig: 4.18

Interpretation
It is interpreted that 40 percent sales promotion and publicity activities is needed at the time
of festival, 16 percent required on new year, 8 percent say it may introduce any time but 36
percent retailer wants that publicity is required all time.

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19: Which particular segment is most affected by publicity technique?

Table: 4.19

Particular Response out of sample size 100

Aristocratic 16%
Middle income group 64%
Low income group 20%

Fig: 4.19

Interpretation
Through this survey, this is very much clear that, Aristocratic have no effect on publicity
activities because they are brand loyal, but the middle income group is much diverted
towards the publicity and 20 percent of low income group which is affected by publicity.

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20: Which particular factors of product are affected by publicity?

Table: 4.20

Particular Response out of sample size 100

Market share increase 32%
Image building 46%
Brand loyalty increases 22%

Fig: 4.20

Interpretation
It is interpreted that the publicity or sales promotion schemes affect 32 percent to the market
share, 46 percent to the image of company and 22 percent to the brand loyalty. And this is
very common thing that according to marketing point of view, for getting the maximum sales
image building is very much necessary.

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Chapter 5

Findings, Suggestion & Conclusion

Findings

1. Most of the customers are not brand loyal and they keep on changing.

2. Very less number of customers prefer expensive textile product because the maximum
population belongs to middle income segment.

3. Sales promotion activities like festival scheme or buy 2 get 1 free scheme acts as a
catalyst for short term increase in sale campaign.

4. Discount is most preferred by the customers.

5. Publicity enhances the sale.

6. There is a large collection of different textile products, retailers have.

7. Most of the retailers ask for the sales promotion scheme from the company side.

8. There is no effect of publicity or sales promotion scheme, if they are not properly
advertised.

9. The most preferred duration of sales promotion is monthly.

10. The result shows a positive deviation in sale by publicity activities.

11. By using publicity tools company can increase its market share and it makes a better
image in view of customers and that leads to brand loyalty.

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Suggestions

For Retailers

 Publicity activities are most like by the customers so the duration for sales promotion
should be more and should be according to the season and trend.
 Among the sales promotion activities discount is most preferred by the customers. So
retailers should give this type of scheme instead of others.
 The middle group is our target customers so the sales promotion scheme should be
according to the taste and preference of middle income group.
 The effect of sales promotion is not up to the mark if they are not properly advertised
so the advertisement about the sales promotion given is necessary.
For company
 For sales promotion activities as the study shows retailers wants the sales promotion
from company side.
 As cutthroat competition exists in the textile market so sales promotion activities
should continue.
 To become the market leader, the sales promotion techniques are of primary requisite.
By these tools the company can increase the market shares and make the customers
loyal towards the brand. So these are much necessary things.

Page | 47
Conclusion

After viewing the opinion of the respondent it can be concluded that according to
respondent’s publicity and marketing of textile product is an effective source for leaving the
long term impact on the mind of consumer. These activities provide huge impact on
customers and very helpful for the company in attracting the people toward them. But one
thing we always kept in mind that publicity must be in efficient and in effective manner or
else it will be worthless. Even Retailers suggest that if sales promotion scheme is not properly
conveyed to the customers than it has no common use.

According to the respondents publicity and marketing of a particular product are very much
effective to influence people and retained them for existing brand. These activities having
enough ability to leave an effective impression on the mind of consumer.

Publicity affects the sales very much if the company want to promote their product then they
should adopt attractive tool. It is founded that discount promotion tool is one of the most
attractive tool. So, to face the competition, company should go for the publicity at the time
when its competitor is going for it.

Page | 48
Bibliography
Books
 Kothari C.R (2004), “Marketing Research”, New Delhi International Publication, 12 th
Edition.

 Kotler Philip “Marketing Management” TATA Mac Graw Hill Publication, 12 th

Edition.

Journal

 Bourlakis Michael, Constantine Bourlakis, (2006) "Integrating logistics and

information technology strategies for sustainable competitive advantage", Journal of
Enterprise Information Management, Vol. 19 Iss: 4, pp.389 – 402
 Journal of Strategy and Management, Vol. 1 Iss: 1, pp.15 – 40
 Malhotra N.K. (2005)."Marketing Research: An Applied Orientation", Pearson
Education (Fourth Edition).

 Marketing Journal.

 Newspapers

 Times of India.

 Hindustan Times

 Prajogo Daniel I., (2007) "The relationship between competitive strategies and
product quality", Industrial Management & Data Systems, Vol. 107 Iss: 1, pp.69 – 83.
 Powers Thomas L., Hahn William, (2004) "Critical competitive methods, generic
strategies, and firm performance", International Journal of Bank Marketing, Vol. 22
Iss: 1, pp.43 – 64

Websites

 www.wikipedia.com
 www.google.com
 www.rugsnhometextiles.com
 www.indiantextile.com

Page | 49
Annexure
(A Customer Survey)

Questionnaire
 Customer’s name:

 Occupation:

 Place:

 Date:

1. What kind of textile product you prefer?

a) Expensive

b) Cheap

c) Both

2. Are you loyal to any particular product brand?

a) Yes

b) No

3. When you buy the textile product?

a) Occasionally

b) Sales promotion scheme

c) Special festival

d) Any time

4. Which publicity activity attracts you most?

a) Discount

b) Free gifts

c) Scratch card

d) Spl. Scheme

e) Others

Page | 50
5. Does the publicity and marketing technique change your attitude towards the quality
of product?

a) Yes

b) No

c) Can’t say

6. Do you buy the textile product at any scheme?

a) Yes

b) No

c) Can’t say

7. Do you buy the same product after the sales promotion scheme?

a) Yes

b) No

c) Can’t say

8. Is stock available at a particular scheme?

a) Yes

b) No

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(A Retailer Survey)

Questionnaire
 Name of the retailer

 Address

1. What kind of textile product you have?

a) Expensive

b) Cheap

c) Both

2. Which product having maximum sale in your showroom?

a) Chindi rugs

b) Jute rugs

c) Carpets

d) Bed sheets

e) Home furnishings

3. Do you think company should go for publicity in the era of cutthroat competition?

a) Yes

b) No

4. Do you think sales promotion will not be effective if the product is not properly
advertised?

a) Yes

b) No

5. Do you promote the sales on which behalf?

a) Self-basis

b) Company-basis

Page | 52
6. Which type of publicity technique you used?

a) Discount

b) Buy 2 get 1 free

c) Free gifts

d) Other spl. Scheme

7. After how much duration you introduce the sales promotion activity?

a) Regularly

b) Monthly

c) Quarterly

d) Half-yearly

e) Yearly

8. Are customers brand loyal?

a) Yes

b) No

9. During the publicity activity, does your sale really increase or not?

a) Yes

b) No

10. On which occasion, company should go for sales promotion and publicity?

a) Festival

b) New year

c) All time

d) Any time

Page | 53
11. Which particular segment is most attractive by publicity technique?

a) Aristocratic

b) Middle-income group

c) Low-income group

12. Which particular factors of product are affected by publicity?

a) Market share increases

b) Image became better

c) Brand loyalty increases

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