\ SUMMER TRAINING REPORT ON MARKETING MIX OF CHINAR FABRICS Submitted to Maharishi Dayanand University, Rohtak in partial fulfillment for Master of Business Administration UNDER THE GUIDANCE OF SUBMITTED B) SU. NARESH AGGARWAL DIVYANSH AGGARWAL MBA2nd YEAR Roll No. THE TECHNOLOGICAL INSTITUTE OF TEXTILE & SCIENCE BHIWANI, HARYANA (Approved by A.1.C.T.E, Govt. of India & affiliated to M.D University, Rohtak) SESSION (2017 - 2019)A SUMMER TRAINING REPORT ON MARKETING MIX OF CHINAR FABRICS Submitted to Maharishi Dayanand University, Rohtak in partial fulfillment for Master of Business Administration UNDER THE GUIDANCE OF:- SUBMITTED BY:- SH. NARESH AGGARWAL DIVYANSH AGGARWAL MBA2nd YEAR Roll No. THE TECHNOLOGICAL INSTITUTE OF TEXTILE & SCIENCE BHIWANI, HARYANA (Approved by A.LC.T-E, Govt. of India & affiliated to M.D University, Rohtak) SESSION (2017 - 2019)wcemnem — WCHINAR Date Lith August.2018 WHOM MAY_C This is to certify that MR. DIVYANSH AGGARWAL S/O SH. NARESH AGGARWAL, student of MBA. TECHNOLOGICAL INSTITUTE OF TEXTILE & SCIENCE BHIWANI. has successfully completed his training in our Marketing Department from 8th June,2018 to 10 August,2018 and worked under the supervision of Sh, Naresh Aggarwal (Director), completed his project on" Marketing Mix of Chinar fabrics" During the course of his training. his work has been found be satisfactory and his conduct was good. We wish him success in all his future endeavours, CHINAR SYNTEX LIMITED ——————————_______ 19°21, Industrial Avea, Bhiwani, Haryana - 127021, Tol No. O64 - 249517, 262525, Fax 247251 ‘e-mail: markoting@@chinaraulting com, website. www chinar comDECLARATION 1, Divyansh Aggarwal student of The Technological Institute of Textile & Scienc, Bhiwani, Haryana studying inMBA ~ II Semester, University Roll No. is hereby submitting a Summer Training Report on the titesMARKETING MIX. OF CIINAR FABRICS” for the requirement of the partial fulfilment of Master of Business Administration, I solemnly declare that to the best of my knowledge, the work done by me is original and the work does not contain any part of any work which has been submitted for any degree either in this University, or in any other University/Deemed University. DIVY. AGGARWALACKNOWLEDGEMENTS ds all Ltake this opportunity to express my deep sense of gratitude, thanks and regards towa of those who have direetly or indirectly helped me in the successful completion of this project. I present my sincere thanks to Dr. V.K. Kaushik (HOD) who allowed me to take training at Chinar Fabries.1 would also like to thank Chinar Fabries Staff for their wonderful support & inspirable guiding, 1 also thank Dr. Samridhi Tanwar, Sh. Naresh Aggarwal (Company Mentor) who has sincerely supported me with the valuable insights into the completion of this project. | am grateful to all faculty members of TIT&S and my friends who have helped me in the successful completion this project. Last but not the least I am indebted to my Parents who provided me their time, support and inspiration needed to prepare this report. token DIVYAQ AGGARWAL iitPABLE OF CONT! rorics CERTIFICATE (i) DECLARATION (ii) ACKNOWLEDGEMENTS, (iii) TABLE OF CONTENT (iv) PREFACE (vy) Chapter 1- INTRODUCTION 1.1 Industry Profile a4) 1.2 Company Profile (5-13) 1.3 Project Profile (14-16) Chapter 2- REVIEW OF LITERATURE (17-18) Chapter 3- OBJECTIVES AND RESEARCH METHODOLOGY 3.1 0bjectives of the study 19 3.2Research Methodology 20 3.3 Limitations of the study 21 Chapter 4 — FINDINGS (22-27) Chapter 5 - Conclusion and Recommendations (28-29) BIBLIOGRAPHY 30 ANNEXURE (31-32)PREFACE Summer training in MBA and study content of such as practical knowledge it makes the student confident and introduce them about their ability. The idea is to have an insight into what happen in the practical corporate world and establish a link between theory and practical. However, two month is a short period to analyses and understand very vast corporate world.Chinar Fabrics Is the best company in Textile, So I have done my training in Chinar Fabrics in Marketing Chinar Pabries is the market leader in Textile industry.Chinar Fabrics offered me aproject on Marketing Mix to know about their products, pricing method and to study about the different channels of distribution. The marketing mix refers to the set of actions, or tactics, that a company uses to promote its Brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix increasingly includes several other Ps like People, Process, and Physical environment as vital mix elements. The tools available to a business to gain the reaction it is seeking from its target market in Relation to its marketing objectives. 7Ps ~ Price, Product, Promotion, Place, People, Process, Physical environment. Traditional 7Ps extended to encompass growth of service industry. Product is the core of all marketing activities, There are two types of organizations according ‘Their product. Some organization’s core product is goods on the other hand some Organization’s core product is service, In the Textile Industry, there is not much price differentiation, in general, among the different companies due to the highly competitive nature of the industry. Whatever price differentiation is there, it is between the multinationals and the national companies. It is due to the fact that the multinationals charge a premium price for their product. Due to high competition in the industry among the different players in the market, promotion has become a useful tool to fight competition. Therefore, different companies have set out customers.COMPANY PRODUCTS Polyster fabri allow to make full s s long, these suit lengths helps in gett it length for the meetings asions, COMBO PACKS -— The company also manufactures multicolor poly bend unstitehed shirts and trousers combo pack at very low cost and of good quality. Price range — Starting from Rs.250 upto Rs.2000READY MADE G. the clothing induste LINEN FABRIC - The garments made of linen fabric are valued for their exceptional coolness and freshness in hot weather. Vintage linen is the best linen in the world because it is very soft and luxurious. But the company import this fabrics from Europe and other countries. 10OBJECTIVES OF THE COMPANY Objectives establish the goals and the aims of the business and determine the shape of future events. Objectives are the way of achieving motives for profit of social service. Main objectives of CHINAR FABRICS are:~ 1) To introduce new products and create new markets. 2) Improve work culture among the employees. 3) Continuous innovation. 4) Improve the advertising effectiveness. 5) Customer service 6) Customer satisfaction, 7) To provides cost effective and quality education at par with the best in the facilities. SWOT ANALYSIS SWOT Analysis is a powerful technique for understanding our Strengths and Weaknesses, and for looking at the Opportunities and Threats that we face. Used in a business context, it helps you carve a sustainable niche in your market, Used in a personal context, it helps you develop your career in a way that takes best advantage of your talents, abilities and opportunities. 1SWOT ANALYSIS OF CHINAR FABRICS + Strong Brand Name: Chinar Fabrics is almost a 25-year-old brand and has sustained through different phases and fashion trends in India. It has strong brand loyal customers in the market. + Strong Brand Image: ‘The Chinar brand itself is sufficient enough to impress the customers. Popular Tagline “Chinar: Moments Made Special”. The tagline The Moments made Special is a very successful tag line in advertisement arena. The recall impacts of this advertisement upon the customers are quite large. Chinar get a good recognition of its brand through this tag line, ot Product ine Extension: Chinar is continuously expanding its product line by adding various new brands under its level. This helps the company to target customers of various age and occupation groups, + The Chinar outlet: The Chinar Outlet is a new creation of Chinar where the company make all its brands available under one roof. It has been a successful venture for Chinar in terms of engaging its customers through its brands and has also contributed heavily in increasing the sales. WEAKNESS: ‘+ Low Global Penetration: Chinar has the major presence in India which is very low as compared to its major competitors which are a weakness for the company. 4& Input costs rises which has resulted in reduced profits. OPPORTUNITIE! + Increasing Per Capita Income in India: The per capita income in India is increasing. This could be an added advantage for the company. This will certainly increase the demand in the apparel industry, 124 Growing Middle Class: The Indian middle class have experienced a shift in their spending pattern. The middle-class population of India can create high demand in the near future, 4 Global Presence: Raymond is gradually targeting the global exposure. THREATS:- + Intense Competition: Chinar is imaged as an average priced company in the market. With the availability of too ‘many players, Chinar competes with various local and global players in the market. It faces competition from several companies like: O Birla Corporation Ltd 0 Arvind Mills Ltd O Century Textiles and Industries Ltd Oo Mayur Textiles 0 Siyaram 0 Grasim Industries Ltd O Bombay Silk Mills Ltd 131.3 INTRODUCTION The marketing mix deals with the way in which a business uses price, product, distribution and promotion to market and sell its product. ‘The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market, The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place, According to Kotler, Marketing Mix refers to the range of competitive dimensions along with firms promote their products to customers and potential customers including the styling,quality,ete. of the goods and services themselves, their prices, their advertising, and promotion , their packaging, their distribution, and their selling and servicing. ELEMENTS OF MARKETING MIX:- ne MARKETING A AG Price: refers to the value that is put for a product. It depends on costs of production, segment targeted, ability of the market to pay, supply - demand and a host of other direct and indirect factors, There can be several types of pricing strategies, each tied in with an overall business plan, Pricing can also be used a demarcation, to differentiate and enhance the image of a product. Product: refers to the item actually being sold. The product must deliver a minimum level of performance; otherwise on the other elements of the marketing mix won't do any good. 14Place: refers to the point of sale. In every industry, catching the eye of the consumer and making it easy for her to buy it is the main aim of a good distribution or ‘place! strategy. In fact, the mantra of a successful retail business is ‘location, location, location’. Promotion: this refers to all the activities undertaken to make the product or service known to the user and trade. This can include advertising, word of mouth, press reports, incentives, commissions and awards to the trade. It can also include consumer schemes, direct marketing, contests and prizes. Promotion can be through any of the following ways: + Advertising Print media, Television, radio are effective ways to entice customers and make them aware of the brand’s existence. Billboards, hoardings, banners installed intelligently at strategic locations like heavy traffic areas, crossings, railway stations, bus stands attract the passing individuals towards a particular brand, eR 7 Taglines also increase the recall value of the brand amongst the customers. * Word of mouth One satisfied customer brings ten more customers along with him whereas one dis- satisfied customer takes away ten more customers. That’s the importance of word of mouth. Positive word of mouth goes a long way in promoting brands amongst the customers. 15Characteristics of Marketing Mi is the crux of marketing process: Marketing mix involves many crucial decisions relating to each element of the mix. ‘The impact of the mix will be the best when proper weightage is assigned to cach clement and they are integrated so that the combined effect leads to the best result + Marketing mix_has to be reviewed cons: the changing requirements: ‘The marketing manager has to constantly review the mix and conditions of the market and make necessary changes in the marketing mix according to changes in the cond complexity of the market, ntly in order to_meet ns and + Changes in external environment necessitate alterations in the Changes keep on taking place in the external environment, For many industries, the customer is the most fluctuating variable of environment. Customers’ tastes and preferences change very fast. Brand loyalty and purchasing power also change over a period. The marketing manager has to carry out market analysis constantly to make necessary changes in the marketing mix. +t Changes taking place within the firm also necessitate changes in marketing mix: Changes within the firm may take place due to technological changes, changes in the product line or changes in the size and scale of operation. Such changes call for similar changes in the marketing mix. rL Applicable to business and non-business organization: Marketing mix is applicable not only to business organizations but also to non-business organizations, such as clubs and educational institutions. For instance, an educational institution is expected to provide the right courses (product), charge the right fees (price), promote the institution and the courses, and provide the courses at the right place. + Helps to achieve organizational goals: ‘An application of an appropriate marketing mix helps to achieve organizational goals such as profits and market share. + Concentrates on customers: A thorough understanding of the customer is common to all the four elements. The focus point of marketing mix is the customer, and the marketing mix is expected to provide maximum customer satisfaction. 16REVIEW OF LITERATURECHAPTER -2 REVIEW OF LI ERATURE Ettenson et. al. (2014) made a revolutionary contribution by providing a SAVE model of marketing to retool the 4Ps of marketing mix, which shifts the emphasis from products to solutions, place to access, price to value and promotion to education as detailed below: SAVE Model Instead of PRODUCT Focus on SOLUTION. Define offerings by the needs they meet, not by their features, functions, or technological superiority. Instead of PLACE Focus on ACCESS Develop an integrated cross-channel presence that considers customers’ entire purchase journey instead of emphasizing individual purchase locations and channels. Instead of PRICE Focus on VALUE Articulate the benefits relative to price, rather than stressing how price relates to production costs, profits margins or competitors” prices. Instead of PROMOTION | Focus on EDUCATION Provide information relevant to customers’ specific needs at cach point in the purchase cycle, rather than relying on advertising, PR, and personal selling that covers the entire marketing communication spectrum. Mallen (2009) presented channel structures and characteristics on the basis of a mix of different sets of functions performed by various levels of channel intermediaries. As research on channel structure progressed, several varying elements were studied across different channels. Gopal Krishnan and Arpita Nayak (2008) emphasized the quality and testing of quality of textile goods at various stages of production for successful marketing processes. For every industry or business, to get increased sales and better name amongst consumers and fellow companies, it is important to maintain a level of quality. In the garment industry quality control is practiced right from the initial stages of sourcing raw materials to the stage of final finished garment. For textile and apparel industry product quality is calculated in terms of quality and standard of fibres, yarns, fabric construction, colour fastness, surface designs and 7the final finished garment products, However quality expectations for export are related to the type of customer segments and the retail outlets. There are a number of factors on which quality fitness of garment industry is based such as - performance, reliability, durability, visual and perceived quality of the garment, Quality needs to be defined in terms of a particular framework of cost. Rosenbloom (2002) studied channel levels or number of intermediaries between the manufacturer and the end customer, intensity at various levels or the number of intermediaries at each channel level and the types of intermediaries at each level like wholesalers, distributors and retailers, 47 Recent research on channel structure is focused on the operationalization of channel structure as transactional form or bureaucratic form. Common wisdom on effectiveness of advertisement and sales promotions has been challenged by Abraham and Lodish (1990), who opine that television advertisements have led to increased sales in only half the instances tested, in the case of trade promotions, only 16% instances studied across 65 product categories have resulted in incremental sales, which lead them to conclude that many companies could improve profitability by restrained expenses on advertisements and promotions. The traditional notions of marketers of continually raising expenditure on advertisement to promote their brand and increase sales are some of the myths that they have argued against, They also advocate greater usage of empirical studies on effectiveness of advertisements to justify continued expenditure, Gilbert, D-T and Krull, D.S, (1988) in their research articles say that in the textile market, fashion adoption trend is influenced by the educational background of consumers. Young consumers tend to be more fascinated by the fashion dynamism, ‘The degree of education of young people is found to lead them to be less conforming, open to less presence to follow different fashion trends, and to be more confident on purchase’ This has resulted in the type of westem style in clothing by overlooking even the cultural heritage, 18OBJECTIVES AND RESEARCH METHODOLOGYCHAPTER -3 SS AND RI 3.1 OBJECTIVES OF THE STUDY SLODIE AES OF THE STUDY As we know marketing-mix is the prominent part of any organisation and establishing a proper marketing research is very important. Keeping in view the importance of marketing mix, the following objectives were undertaken: oO To study the pricing method adopted by Chinar Fabrics for readymade garments. 0 To know about the Channels of Distribution adopted by Chinar Fabrics for readymade garments. D To know about the tools adopted by Chinar Fabrics for promotions of for readymade garments. 192 RESEARCH METHODOLOGY Research methodology is the way to find out the result of a given problem on a particular problem, In methodology, the researcher uses many criteria for solving the research problem, If researcher does not work properly on a given problem, then there would be very less probability to get the final result, It provides the researcher criteria by which we can decide which techniques and procedures will be applicable to a given problem, At the same times it helps the researcher to clearly state what course of action hould select at the time of conducting the research so that they can be evaluated by others also, he DATA COLLECTION METHODS: - 1) PRIMARY RESEARCH ~ Primary research involves gather the new data that that has not been collected before, Example: - survey using questionnaire or interviewing group of people. 2) SECONDARY RESEARCH Secondary research involves gathering the existing data that has already been produced by some other people. Examples: - reports and studies by government agencies, ete, To achieve the objectives, secondary data has been used. Secondary data was collected from company’s annual reports, files, company websites, ete. The present study has been conducted in Bhiwani plant (Haryana) of Chinar Fabrics.In Present study, out of several products mentioned above RMG (Readymade Garments) a product of Chinar Fabrics which includes shirts, formal trousers, suits, blazers, jackets etc, was choosen. Chinar Fabrics currently mannufacturing RMG in Delhi, Mumbai and Bhiwani. For the study only Bhiwani plant of Chinar Fabrics has been taken for the convnience, 20LIMITATIONS OF STUDY During conducting this research I come across the following limitations: Lack of time: One of the major limitations of the study was limited time, The- allocation of the study was inadequate. Because in this short time one inter student had to both attend e. For the scarcity of time I could not communicate largely with concern persons and which would be very helpful for preparing, the report could be made much more comprehensive. Scarcity of adequate information: Scarcity of adequate information caused hamper in reportgeneration. Primary and secondary data wasn't up to date to deal with. Improper Data: The secondary data that have been observed was in a form, which was not helpful for this study. WIDE AREA TO STUDY: There was the wide scope of the study but could not be covered completely due to the lack of time and resources. However, in spite of these limitations all efforts have been put to make the report correct, genuine, and fulfilling the objectives of the study. 2aFINDINGSFINDINGS 4,1. To Study The Pricin Method Adopt By Chinar Fabrics For Readymade Garments. Chinar Fabrics, because of its stylish designs uses skimming pricing pricing. well as competitive Skimming pricing:Skimming pricing is used when a product, which is new in the just launched, is sold at a relatively high price because of its ‘uniquer customers or its current wow factor. This is TWEED fabric blazers in which company use skimming pricing because of its designs, fabric smoothness and the company also manufactured this fabric on the different bases like cotton feel for summer season and tweed feel for winters. ‘The company also gives supply of this fabrics to many companies like Adani group, VIMAL, Grasim, Reliance and other reputed companies. The price of the blazers is starting fim Rs.1700 onwards and the other companies like Donear, Bs1, Siyaram blazer is strating from Rs. 2200 onwards, The company manufactures near about 7000 blazers in a particular season and also gives attractive discounts to its distributors to increase their market share, 22Competitive pricing, when company price a product as per the competition. There are many RMG products in which company set the prices as per their competitors. Products are 2pe suit, shirts, formal trousers, cotton trousers, nehru jackets, etc, on these items the company use competative pricing technique because all these products fabrics are common and most of the company manufactured this fabric in their own plant, so the cost is not that much low or high as compared to the market price. ‘The Shirts range is starting from Rs. 699 onwards. Suits range is starting from Rs. 2200 onwards. Jackets range is starting from Rs. 1300 onwards. For run of the RMG products, Chinar Fabrics uses competative pricing keeps in the mind about its competitors. But for the products which are newly introduced in the market and are uniquely designed, chinar fabrics uses ‘Skimming price. 234.1. To know about the Channels of Distribution adopted by Chinar Fabrics for RMG. The major way in which Chinar Fabrics is sold its RMG products through distributors and agents, The company also has its own exclusive store in which the material is provided directly from the company. The third and last mode of distribution is outlet, which was started by the company on the month of july. Thus the distribution channel of Chinar Fabries is as follows:= 1, Distribution Channel (1): Channel of distribution of RMG is through Company Outlet. MANUFACTURING (BhiwaniiPlant) Company manufacture RMG products in Bhiwani plant and also set up their palnt in Delhi. Company has their own outlet on Hansi Gate, Bhiwani in which company sell RMG products as well as fabric. There are many types of fabrics available on the store like linen fabric, cotton, jacquard print, printed fabric and other fabrics. The company gives attractive discounts on special occasion to attract more customers. 242, Distribution Channel (11):Another channel of distribution of MG is through the distributors. MANUFACTURING (BHIWANIPLANT) DERE CS (Mis MakKed) Mr Hansta)) END'CUSTOMER Company has many distributors in different states like Mr. Makkad is the distributor for Haryana, Mr. HansRaj is the distributor for Uttar Pradesh, Mr.Anil Jangra is the distributor for Rajasthan and many other distributors for different states. The company has fixed policy forall the distributors like MRP of shirt is Rs. 999the company give at 50% to their distributor (Rs. 499) and the distributor adding 12% margin in that and give it to their retailers (Rs. 560). The profit margin depends from distributor to distributor and company also give cash discount to them it depends upon the company policies. 253. Distribution Channel (III): Another channel of distriution is through company agents. MANUFACTURING (BHIWANI PLANT): AGENTS (ite) itera) DISTRIBUTORS: (MreMakkad; MreHansrai) = The company has different agents for different states and it depends on the company policies also. The main work of the agent is to give their services to the distributors. Services be like payment follow up, tell about the different schemes made my the company, provide advertisement material on time and many other services. For all this activities the agent get approximately 3-4% of the total sales. This is the main work of the agent in a comapany. Recently, company conducted the all India Agents meeting in which all agents gathered at one palce (co. head office, bhiwani) and discuss their problems with the directors and the company also give the awards to many agents for their work, Company also give highest sales of the year award to one of the agent and also gave grand i10 car fo their performance, The main motive of this meeting is to motivate them and discuss their problems which they face in the market and the company also discussed new policies for the financial year (2018- 2019). Company also launched many attractive schemes fo their retailers and distributors. 4.1. To know about the tools adopt by the company for promotion. Chinar Fabrics markets through various marketing vehicles but the majority of marketing is concentated on a television and newspaper ads. Ads have been shown via different television 26cnc at rime ins are on theraio between popular shows, displayed on billboards at 3 pla > me aa ae een magzines, etc. Chinar has utilised social media platform Facebook, instagram, etc. It has its own websites that acts as its agent frmating important newsand events at regular intevas ‘these ads attract the customers towards the brand by sending the right marketing message to the customer. Jine of chinar “ 1 ie ee chinar “ MOMENTS MADE SPECIAL" isin itself a very powerful statement peau svariiarans arama aah A ITH ed det ac 8 Hh ST Pero ad Sra or bay Berderea pay Ea Tea Ny rsa 27CONCLUSIONS AND RECOMMENDATIONSCHAPTER-5 CONCLUSIONS AND RECOMMENDATIONS CONCLUSIONS Chinar fabric is using skimming as well as competitive pricing method according t the circumstances. The marketing team of the company makes choice between the strategy after the proper analysis of the market and competitors. Chinar fabric is currently adopting different channels of distributions like through agents and wholesalers, To know the customer better the company recently has introduced Factory outlet in Bhiwani. Each and every promotion technique are used by the company in a very effective way whether it is a displaying the ads on billboards, televisions, magazines or organizing many tours and conferences for retailers. 28Yr wl tha rer stud Lees ot nbe ete forthe company in solving various problems: {Increase product knowledge: RECOMMENDATIONS ing the various details of marketing mix of company, there are some recommendations Chinar Fabrics should increase its product variety. Product variety represents different types of readymade products. At present, Chinar offers around 6different types of products in readymade. Some other companies are offering more than this. Hiring more employees: More expertise & skilled people should be gathered a lot of business opportunity is present And there is a lot of working pressure in Chinarfabries, But there are not Enough officials here to handle the pressure of work which can be easily seen in any pressure day. Increase Channels of Distribution: Chinar Fabrics should increase its channel of distribution. Now a days, the most important channel of distribution is online, The products are sold through online medium via fashion stores like Amazon.com, flipkart.com, etc. Adopt premium pricing strategy: Chinar fabrics should adopt the premium pricing startegy also because the company has good brand image in the eyes of the customers. This method is also encountered ‘under the name of image pricing or premium pricing, and is utilized by companies wvth the scope of fostering the impression that they sella high-quality product, 29BIBLIOGRAPHY ooks orketing Management by Philip Kotler and Keller (5™ Edition); PHI, New Delhi. Marketing Management ~ Text and Cases by Dhunna, Mukesh, Wisedom publications, New Delhi Marketing Concepts by Kerin, Hartley, Berkowtz and Rudelius, TMH, New Delhi WEBSITES . http://chinarfabrics.com/ « http://marke mix.co.uk/ industry?page=1 NNUAL REPORTS © Chinar Syntex Pvt. Ltd. 2014-15 © Chinar Syntex Pvt, Ltd.2015-16 © Chinar Syntex Pvt. Ltd.2016-17 JOURNALS «Gilbert, D.T and Krull, D.S, Seeing Less Psychology, 1998, p.193. «Gopalakrishnan and Arpita Nayak (2008) and Knowing More, Journal of Personality and Social "Defects in garments"p.198-200. «© Ettenson et. al, (2014) “SAVE model of marketing to retool the 4Ps of marketing mix” Journal of Marketing Research, August 2014, p-291. + Mallen (2009) “channel structures and various levels of channel intermediaries” Joumal of marketing April, 2009 p-56. * Rosenbloom (2002) “channel levels or number of intermediaries between the manufacturer and the end customer” Me Graw-hill book company, 1960, p-28. 30ANNEXUREANNEXURE