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TABLE OF CONTENT
S. No 1 2 3 4 5 6 7 8 9 10 11 12 INTRODUCTION SITUATION ANALYSIS SWOT ANALYSIS 4’S OF MARKETING BUILDING THE FOUNDATION RESEARCH CONSUMER BEHAVIOUR PRODUCT STRATEGY PRICE STRATEGY FINANCIAL ANALYSIS PROMOTIONAL STRATEGY BIBLOGRAPHY TOPICS Page. No 5 8 9 10 11 12 14 16 18 19 22 25
Until the economic liberalization of Indian economy, the India Textile Industry was predominantly unorganized industry. The opening up of Indian economy post 1990s led to a stupendous growth of this industry. India Textile Industry is one of the largest textile industries in the world. Today, Indian economy is largely dependent on textile manufacturing and exports. India earns around 27% of the foreign exchange from exports of textiles. Further, India Textile Industry contributes about 14% of the total industrial production of India. Furthermore, its contribution to the gross domestic product of India is around 3% and the numbers are steadily increasing. India Textile Industry involves around 35 million workers directly.
Strengths of Indian Textile Industry are as follows • • • • • • • • Huge textile production capacity Efficient multi-fiber raw material manufacturing capacity Large pool of skilled and cheap work force Entrepreneurial skills Huge export potential Large domestic market Very low import content Flexibility
Weaknesses of Indian Textile Industry are as follows • • • • •
Increased global competition in the post 2005 trade regime under WTO Imports of cheap textiles from other Asian neighbors Use of outdated manufacturing technology Poor supply chain management Huge unorganized and decentralized sector
With the upturn in economic growth during 2003. S.Crosswords. as compared to 20% in the USA. Around 7% of the population in India is engaged in retailing. Retail sales in India amounted to about Rs.5. Kearney Inc. Sales from these large-format stores are to expand at growth rates ranging from 24% to 49% per year during 2003-2008.5 outlets per 1000 population. retail sales in real terms are predicted to rise more rapidly than consumer expenditure during 200308. A. departmental stores and hyper marts. It includes rational roadmaps for the development and promotion of all the sectors involved 5 . retail sales are also expected to expand at a higher pace of nearly 10%. ITC. The forecast growth in real retail sales during 2003. according to a latest report by Euro monitor International. expanded at an average annual rate of 7% during 1999-2002. the Tatas. The country has the highest per capita outlets in the world . the Rahejas.2008 is 8. retail as an industry in India is coming alive. The Ministry of Textiles under the Government of India has taken some significant steps to arrest these problems. compared with 7.3% per year. a leading provider of global consumer-market intelligence. RPG Enterprises. This policy aims at negating these problems and increasing the foreign exchange earnings to the tune of US$ 50 billion by the year 2010. Across the country. Modernization of the Indian retail sector will be reflected in rapid growth in sales of supermarkets. It has framed "The National Textile Policy 2000" to address the aforesaid issues. places India 6th on a global retail development index. Shopper’s Stop. T.1% for consumer expenditure.7400 billion in 2002.Kumar’s. and mega retailers.• High production cost with respect to other Asian competitors RETAIL SCENERIO IN INDIA: As the corporates – the Piramals. and Pantaloons race to revolutionize the retailing sector.
Our Survey found that Consumers are looking for Branded Garment with high quality/good design/ at an affordable Price. the policy also envisages to bring the unorganized decentralized textile sector (which accounts for 76% of textile production) at par with the organized mill sector. We would like to use this opportunity for creating my own Brand and stores where high quality designer Shirts will be sold. the policy also aims at introducing modern and efficient manufacturing machineries and techniques in the Indian textile sector.directly or indirectly with the textile industry of India. Further. Furthermore. The Textile and Garment industry are always required and are one of the most sought industries. SITUATION ANALYSIS 6 . Thus we come out with my own Brand named “ HERMES”.
hence we can adapt easily in the market for our long term objectives. who the customers are. Hence we are bringing all their needs in the form of a new retail store called the HERMES . MARKET DEMOGRAPHICS: • We are targeting the age group of people more than 30 which has more than 50% of our population. especially for branded Textile products because of change in human life style and hence market always has scope on Textile.MARKET SUMMARY: • We possess good information about the market and know a great deal about the common attributes of the most prized customer. and how we can provide the needs and communicate with them. • Hence our target group is sufficient for our long term objectives. MARKET NEEDS: • By our Survey we found that the People prefer Branded shirts with good quality at less price and we also found that young people prefer patch work in Branded shirts. MARKET TRENDS: There will be always a trend for Textile in our Global market. • This information will be leveraged to better understand who is served. 7 .
In future can come up with trousers and ladies wear. 8 . Can capture the economic buyers who look for high quality at an affordable price. • • The stylish buttons at front pocket and at cuff.SWOT ANALYSIS: STRENGTH: • Targeted at the young hearted. • Can create awareness in the minds of people about our brand “HERMES”. WEAKNESS: • OPPORTUNITIES: • • Can capture the market share with huge numbers. The patch work on the shirts which gives the young generation a designer wear Look/Feel. The fabric of clothes is so good that it never shrinks or fades its colour. manager level and the corporate people. middle. • THREATS: • The non branded shirts in the market and the other brands. The people are not aware of the retail store/ brand / quality /design of our brand “HERMES”. • • The stylish look of the shirts and the special designed collar for the tie wearing people.
Our shirts are outsourced as per our Designed TechSheets which is inspected by our quality controllers and then it brought to the stores for the sales. The Skimming of pricing on shirts is not done as we are very confident of our quality and making our Customer loyal towards our Brand for a long term . As per the Costing Sheets the Selling price of the shirts is fixed. Our shirts will be put up in big shopping malls and big retail stores. • PRICING: • • PLACE: • Opening a boutique shop of our own brand. • 9 .4P’S: PRODUCT: • The fabric/Trim specifications will be given to the designer so that he could make the latest design and make use of the appropriate trims/threads to be used for the shirts.
Direct Marketing. To create awareness about our brand. WESTSIDE. The INDIA’S CONSUMING CLASSES are: • Economic class people • Premium class people • Corporate people • Young hearted people 10 . MEGAMART etc at a later stages. • The marketing tool used are Advertising. personal selling. • BUILDING THE FOUNDATION: ENVIRON MENT: THE ENVIRONMENT CONTEXT OF MARKETING IN INDIA: • The awareness of the brand or the product can be brought only by the marketing people.PROMOTION: • Attractive Visual ads will be hoarded in and around the city to create awareness of the brand and even ads will be published in daily newspapers. the shirts will be put up in multifaceted stores like LIFESTYLE. On-Line promotion and sales promotion. PR.
what type of shirt you prefer? o o o o Short Long Body fit Any other 11 . what type of materials you prefer in shirts& trousers? o o o o Lenin Cotton Polynosic Anyother 2.RESEARCH • Before starting a Design we do a survey to know on which class of people will be interested in our product. The research to be conducted by us is put up below with the graphical representation QUESTIONNAIRE • 1.
Do you prefer stylish buttons on your shirt? o Yes o No 5. what type of collar you need in a shirt o o o o Eton Collar Chinese collar Normal collar Any other 4. what kind of style you prefer in trousers? o With pleats o Without pleats o Any other 12 . What type of designs you would like to wear? o Printed o Embroidery o Any Other 7.3. What type of design would you like on your shirt? o o o o Stripes Plain Checks Any other 6.
What should be the cost for any office wear shirt? o o o o 750-1000 1000-1500 1500-2000 2000-and above 10.8. Do you want our brand to produce groom wear? o Yes o No 9. 13 . what should be there in a shirt to make it a success? Give your comment CONSUMER BEHAVIOR • The consumer prefers the branded product with the good quality and exact fit.
• We target the corporate and middle income group buyers by the market survey. TARGETED CONSUMERS • Targeted at the economic class people especially at the Sales Executive people. After survey we found that buyers are in need of quality branded shirts at less price which gives a new / fresh look. 14 . when worn should give the buyer a good feel. • • Our shirts are for the economic class and young hearted buyers. • SEGMENTATION There are various segmentation in the garments made for the low class. economic class and premium class people. managers and young hearted people.
the design are like shirts with embroidery. stripes and patch work. The designer designs the shirts.PRODUCT STRATEGY PROCESS OF MANUFACTURING PRODUCTION MANAGEMENT • The fabric and Trim specification and their samples are given to the designer for him to create something new. The stylish buttons at front pocket/Collar/Cuff and threads used by the designer to create a technical sheet once approved by the C.E.O forward the same to Factories and manufacturing starts. • • PRODUCTION LIFE CYCLE 15 .
5(Accepted Quality Level) Once goods cleared By our QA department the goods will be displayed in our stores for sales this way we assure ourself of selling only high quality merchandise. Our Quality Assurance Department will do one final inspection as per AQL 2. First output will be inspected and all specifications will be brought to match the Approved Technical Sheet. The Garments will be packed and kept ready on the delivery date for final inspection before the Goods taken out of the factory. The above will be followed up by our merchandisers/ designers/ Quality Controllers till the 1st output of 10% of order quantity. With major/minor comments the Production will be given a Go ahead for Bulk Production.• The fabric and trims specified in the Technical Sheets will be ordered by the factory and on the confirmation of delivery dates from the supplier the factory will give a production plan and delivery dates. • • • • • • BRANDING AND PACKING 16 .
orientation and the demand of the product. competition. As the demand increases the production also increases and the price would be the same even the demand increases cause don’t want to loose the loyalty of the consumers by reducing the price. 17 • . • The price of the product (i.e) Shirts is fixed by keeping the price of the competitor’s products. PRICING STRATEGY • The price determination of the product is done based on the cost.The brand name of our shirts and our retail store is going to be “HERMES” our brand logo. • The cost of the production is done in such a way that it can make the production cost as less as possible.
• The price of the shirts is prized 15% above as per the production cost. FINANCIAL ANALYSIS INVESTMENTS 18 .
000/3. Rs. Rs.000/13.000/Rs.00.000/- Rs.10. Rs.000/35000/2.000/19 .50.000/: Rs.000/15. Rs.INITIAL INVESTMENT NELSON (CEO) PROSHUNJEET (CMO) SHOBAN (CFO) Total FIXED EXPENSES/MONTH Advance Rent Manager Staff Salaries Electricity Telephone Postage/Stationery Transportation Adverstiment Maintenance Security Raw materials Designer Salary Tailor TOTAL EXPENSE 3 x 4500 : : : : : : : : : : : : : : Rs. Rs.500/25.000/500/8.80.000/: Rs. 1.000/Rs.000 /: Rs.000 /3. 12. 13. Rs.25. Rs. Rs.80. 82. 12.000/Rs. 25. Rs. 7.
000/Rs. 50. 62. CASUAL WEAR/ (950)/QUT. TOTAL (RS) 20 . 50.000/Rs.30. 40. COOPERATE WEAR/ (1075)/QUT. 2. 23.PLANT EXPENSE Safe Air-conditioning Office furniture Computer Sampling tools Generator TOTAL EXPENSE : : : : : : : Rs.000/Rs. 5.000/- BREAK EVEN POINT MONTH SPECIALIZATION OF SALES PARTY WEAR/ (875)/QUT.000/Rs.000/Rs.000/Rs.
The point at which the showroom is in no loss and no profit. • The price and the offer price are same in all our Product Selling Areas. 21 .FIRST SECOND THIRD FOURTH FIFTH SIXTH SEVENTH EIGHTH NINTH • 23 21 27 35 42 51 62 70 80 20 22 32 43 57 64 74 85 92 24 27 38 47 62 69 80 97 102 64925 68300 94875 122000 157550 179600 210550 246275 1411125 At the ninth month the showroom will take the investment invested and come up with profits. The ninth month sales exceed the investment which will lead to profits so at this point we get the break even point. PROMOTIONAL STRATEGY POSITIONING OFFERS: • The offers are given during the festival seasons NEW YEAR.
India Today and many other magazines.• The tag used during the sales are been put up below: “SHOP MORE LESS TIME” SALES PROMOTION • Tools for the promotion used are the visual communication on the Television channels. “The Hindu” and pamphlets will be distributed in major Malls and Shopping spots in the city. • The ads will be published in magazine like Bollywood star. • PLACEMENT STRATEGIES: • Our shirts will be placed in our showroom first since we are new to the market we can do the placement strategy according to that. and many other popular home pages. 22 . • On-Line promotion of the product is done by posing the products design on home pages like Yahoo.
in big shopping complex like SPENCERS.e) shirts. Our shirts will be put up in reputed showrooms like LIFESTYLE. • • DISTRIBUTION CHANNELS: Two-level Distribution Channel will be used: • 23 . We use only the retailing not the wholesaling techniques for selling our brand product. and our product will be kept at the first rack in all the showrooms so that it attracts the customers as they enter into the showroom.• Managing Marketing Channels used are the direct marketing of our brand product (i.
BIBLOGRAPHY: texmin.nic.bharattextile.google.com www.com 24 .in (Textile ministry of India) www.• From the production unit the shirt goes to the quality assurance people from there it comes to the showroom for the sales then from the showroom the shirts are sold to the consumers.
searchindia.in www.textilecommittee.com NEWSPAPERS & MAGAZINES 25 .nic.
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