Bba 6th Sem Project

A
PROJECT REPORT
On
Advertising Strategy of luggage and travel accessories of V.I.P with respect to Durg
district
Submitted in Partial Fulfilment for the Award of

BACHELOR OF BUSINESS ADMINISTRATION
Degree From
HEMCHAND YADAV VISHWAVIDYALAYA, DURG (C.G).
SESSION 2021-22
PROJECT GUIDE SUBMITTED BY

DR. SUSAN R. ABRAHAM Gurpreet Kaur Gill
HOD, Department of Management Studies B.B.A -6th Semester
ST. THOMAS COLLEGE, BHILAI

( Affiliated to Hemchand Yadav Vishwavidyalaya, Durg, C. G )
CERTIFICATE
This is to certify that the Project Report on “Advertising Strategy of luggage and travel
accessories of V.I.P with respect to durg district” submitted in Partial Fulfillment for the
Award of BBA Degree to ST. THOMAS COLLEGE, BHILAI Affiliated to Hemchand
Yadav Vishwavidyalaya, Durg, C.G is the genuine work done by “Gurpreet Kaur Gill”
under our supervision and guidance.
Dr. Susan R. Abraham

HOD, Department of Management Studies
Dr. M.G. Roymon

Principal
ST. Thomas College
Bhilai
DECLARATION
I, Gurpreet kaur Gill, student of BBA 6th semester, hereby declare that this Project
Report on the topic “Advertising Strategy of luggage and travel accessories of V.I.P
with respect to durg district” is my original work. This work was done as a
requirement for the Partial Fulfillment for the Degree of Bachelor of Business
Administration given by Hemchand Yadav Vishwavidyalaya, Durg. All the information
and data given in this Project are authentic to the best of my knowledge and are taken
from reliable sources.
Gurpreet Kaur Gill

BBA 6th semester
ACKNOWLEDGEMENT
Words never seemed so inadequate to acknowledge the kind cooperation and guidance
that has been received for this project. Many people have expressed their able and
timely support and it is only because of them that this study was made possible.
This project report bears the imprint of many people who have extended their invaluable
suggestions and cooperation in its materialization.
I would like to express my special gratitude to our principal sir, Dr. M. G. ROYMON,
who allowed me to do this project report.
My special thanks to our respected H.O.D Department of Management Studies, Dr.

SUSAN.R. ABRAHAM, who has given me the guidance and support during my
completion of this project.
I, would like to express my gratitude and heartfelt thanks to my parents and friends for
their cooperation encouragement and moral support.
GURPREET KAUR GILL

BBA 6th semester
CONTENTS PAGE NO.
CHAPTER-1: INTRODUCTION 01-16
1.1: Concept of Advertising 02
1.2: Steps involved in the Advertising 10
1.3: Methods used in the Advertising 12
Process
CHAPTER-2: COMPANY PROFILE 17-48

2.1: About V.I.P 18
2.2: Organizational structure of V.I. P 42
2.3: Advertising strategy of V.I. P 46
CHAPTER-3 RATIONALE OF THE STUDY 49-52

3.1: Objective of the study 50
3.2: Limitations of the study 51
3.3: Research Methodology 52
CHAPTER-4: DATA ANALYSIS AND INTERPRETATION 53-68
CHAPTER-5: CONCLUSION 69-73

5.1: Findings of the study 70
5.2: Suggestions of the study 72
5.3: Conclusion 73
BIBILOGRAPHY
APPENDIX
Questionnaire
CHAPTER 1: INTRODUCTION
1.1 Concept of Advertising

1.1.1 : Objectives of Advertising.
1.1.2: Importance of Advertising.

1.1.3: Evolution of Advertising.
1.2 Steps involved in the Advertising Process
1.3 Methods used in the Advertising Process

1.3.1 : Traditional Methods
1.3.2 : Modern Methods

INTRODUCTION
Advertising is a promotional activity which aims to sell a product or service to a target

audience. It is one of the oldest forms of marketing which attempts to influence the actions of
its target audience to either buy, sell, or do something specific. Using a highly tailored
message the advertisement can be niche (targets a small audience) or general (targets a large
audience).
In order to conduct this research, we have interviewed two political parties and two companies.
Taking into account the new communication paradigm from Man gold and Faulds as a base,
we asked questions about how they use each element of the promotional mix in social media.
The findings showed that the use of social media for promotional purposes was rather similar
between the companies and political parties. Analyzed data showed that political parties, in
their social media activities, were focused on public relations and personal selling in a form of
online interactions with voters, while the companies only focused on public relations. This
research demonstrates that both political parties and companies still have not fully integrated
social media for promotional purposes and that they still rely on traditional media for
promotion. Measure the impact of marketing activities on decisions to visit the platform and
on decisions to create and buy content. The model explains individual-level choices as a
function of consumer characteristics and marketing activities, allowing for interdependence of
decisions within and across users. Our results compare four types of marketing activities: price
promotions, firm online activities, content creator referrals, and public relations efforts. We
show that price promotions have strong effects on purchases, while content creator referrals and
public relations have significant effects on all user decisions.
An interesting feature of the data is that the price distribution in the absence of promotional
activities first order stochastically dominates that under display or feature advertising. The
theoretical model we introduce can yield an equilibrium that is consistent with the above
observations
Promotion is true that products are manufactured to satisfy the needs of the consumers. But
alone is not enough. Today the responsibility of the manufacturers does not cease with physical
production whatever may be the nature of the product. The present-day marketers are consumer
oriented where it is the duty of the manufacturers to know from where, when, how and what
price the products would be available. Successful marketing consists in offering the right
product of the right price of the right place (and time) with right promotion. In course of time,
various activities came into vogue designed particularly to help easy sale of goods. These
activities commonly known as promotional Mix.
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The marketing communication Mix also called as the “Promotion Mix” consists of four major
tools.
1. Advertising.
2. Sales Promotion
3. Publicity
4. Personal Selling
Generally marketing communication is undertaken to pass on the message of a product or sale

to the ultimate consumers. Thus, there are three elements in this process. The purpose of
advertising is motivating but to sell something a product, a service or Reliance. The real
objective of advertising is effective communication between producers and consumers.
1.1) CONCEPT OF ADVERTISING

In other words, the ultimate purpose all advertising is “Increased awareness” list of the
following specific objectives of advertising. The process of selling is ensured by personal
selling supposed by advertising and sales promotion. Of these three methods personal selling
occupies the predominant role mainly because of the personal element involves. It may be
described as a personal source rendered to the community in connection with marketing of
goods. It is a marketing process with which consumers are personally persuaded to buy goods
and services offered by a manufacturer. The most powerful element in the promotional mix is
salesman ship, is not something very new. Even centuraries ago salesman ship was practiced
in Greece and Rome. According to Peter Drucker Cyrus Mecornie was the first man to use
modern technique of selling.
Advertisements are a guaranteed method of reaching an audience. By creating an engaging
ad, and spending enough to reach many users, advertisements can have an immediate impact
on business. This effect could be seen in improved trade or boosted brand recognition,
among many different metrics.
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According to Wheeler, “Advertising is any form of paid non-personal presentation of ideas,
goods or services for the purpose of inducting people to buy.”
According to Richard Buskirk, “Advertising is a paid form of non-personal presentation of

ideas, goods or services by an identified sponsor.”
According to William J. Stanton, “Advertising consists of all the activities involves in

presenting to a group, a non-personal, oral or visual, openly sponsored message regarding
disseminated through one or more media and is paid for by an identified sponsor.”
The above definitions clearly reveal the nature of advertisement. This is a powerful element
of the promotion mix. Essentially advertising means spreading of information about the
characteristics of the product to the prospective customers with a view to sell the product or
increase the sale volume.
1.1.1) OBJECTIVES OF ADVERTISING
• Introduce a Product
The most common reason Advertising is used is to introduce a new product in
the market. This can be done by existing brands as well as new brands. Have a look at
the latest iPhone in the market or a Samsung smartphone and you will find a lot of
advertisement for these new products. The objective of advertising here is to tell
customers – “Here is the new product we have launched”
• Introduce a brand
There are many startups in the market today and many of them are services. Services
are generally marketed as a brand rather than marketing their individual service product.
Thus, Uber will market its own brand and introduce that Uber has started servicing
customers in a new market. Same goes for Oracle or Accenture – Companies which
market their brand and their presence in the market rather than marketing an individual
product.
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• Awareness creation
According to the AIDA model, the most important job of advertising is to get attention
which is nothing but Awareness creation. Advertising needs to capture the attention of
people and make them aware of the products or their features in the market.
• Acquire Customer
One of the major objectives of advertising and the first objective of many advertising
campaigns is to acquire more customers. This is also known as making the customers
switch brands. This can happen by passing on a strong message so that the potential
customer leaves the brand which he is tied up with and comes to your brand.
• Differentiation
A most important aspect of Advertising is to differentiate the product or the service

from those of the competitor. A customer can only differentiate between services
based on the value the firms provide over that of competitors.
If a competitor is just advertising the features, whereas your firm advertises the
promises and commitments that it will keep, naturally more customers will “trust”
your brand over others. This is the reason that advertising is used commonly to create
value and to differentiate one brand from another.
• Brand Building
When a brand regularly advertises and delivers quality products and fulfills the
promises it makes, automatically the value of the brand is built. However, there are
many other aspects of brand building. One of the first ones is to advertise via ATL and
BTL campaigns etc.
Brands have different objectives of Advertising. Brands like P&G and HUL regularly
invest funds in building a good brand value for the parent brand. By doing so, even if
one brand is affected, the parent brand is untouchable.
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• Positioning
One of the key factors in the actual purchase of a product is the products recall and the
brand recall at the time of purchase. Amongst the objectives of advertising, one
objective is to correctly position the brand in the minds of the customer.
• Increase Sales
Naturally, with so many steps being taken to advertise the product, it is no doubt that
one of the objectives of advertising is to increase sales. Many a times this objective is
achieved via advertising. However, if the campaign is improper or the audience is not
targeted properly, then advertising can fail in its objective.
• Increase Profits
With the value being communicated and the brand being differentiated as well as sales
being increased, there is no doubt that advertising can contribute a lot to increasing
profits. Advertising should never be looked at as an expense or a liability. In fact, it is
an investment for a firm just like a brand is an investment.
• Create desire
Again, referring to the AIDA model, one of the key factors in advertising is to create a
desire for the product so that the customer wants the product. Brands which are known
to do this are BMW, Audi, Harley Davidson, Adidas and others. These brands are master
of advertising where they create so much desire for the product that the customer
absolutely wants a product even if he doesn’t need it.
• Call to Action
One of the most common objectives of digital advertising and digital marketing is to get
a call to action. Brands invest in banner ads, link ads as well as social ads to get their
potential customers to take an action. This action can be filling up an Email form,
clicking on a link, watching a video, giving a survey or what not.
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1.1.2) IMPORTANCE OF ADVERTISING
To the CUSTUMERS
• Convenience
Targeted informative advertisements make the customer’s decision-making process
easier as they get to know what suits their requirements and budget.
• Awareness
Advertising educates the customers about different products available in the market and
their features. This knowledge helps customers compare different products and choose
the best product for them.
• Better Quality
Only brands advertise themselves and their products. There are no advertisements for
unbranded products. This ensures better quality to the customers as no brand wants to
waste money on false advertising.
To the BUSINESS
• Awareness
Advertising increases the brand and product awareness among the people belonging to
the target market.
• Brand Image
Clever advertising helps the business to form the desired brand image and brand
personality in the minds of the customers.
• Product Differentiation
Advertising helps the business to differentiate its product from those of competitors’
and communicate its features and advantages to the target audience.
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• Increases Goodwill
Advertising reiterates brand vision and increases the goodwill of the brand among its
customers.
• Value For Money

Advertising delivers the message to a wide audience and tends to be value for money
when compared to other elements of the promotion mix.
1.1.3) EVOLUTION OF ADVERTISING
Advertisements have been around for thousands of years.
Egyptians did the earliest known advertisement. They were the first to use ‘papyrus’ for
advertising their goods and services. Then came the Romans. They used mosaics and
artwork to promote their products. Then next, Athenians. They took advertising to a whole
new level, by hiring criers to stroll the street. Athenians can be attributed as the inventors of
advertising as what we know today.
• THE 17TH CENTURY

In the 17th Century, printed advertising was very common. Print ads were mostly used
for seeking and offering employment, buying and selling goods and services and making
announcements of all kinds.

With the beginning of the industrial revolution, a "much required" boost for the
advertising industry happened in the 18th Century. The advertisement moved from
being a luxury to necessity because products were manufactured on a larger scale. So,
manufacturer wanted to sell their products to people on the other side of the world too.
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Hence, it was no longer possible to sell products through the backyard alone. This was
the beginning of hiring artists and writers to make the advertisement more illustrating.
A manufacturer needed to brand their products, to distinguish them from one another
and create mass recommendations to support the production and consumption model.

People influenced more as Ads in Newspapers and Magazine started circulating in the
19th Century. Having a large number of the reader for Newspapers and magazines gave
the advertiser the user base they needed. New technologies also helped as it made
newspapers cheaper, more widely available, and more frequently printed.

A lot has happened in the field of advertisement in the 20th Century. At the very
beginning, publicity was limited to Newspaper and Magazine. Then came Radios and
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Television sets. It created a new sense of community, as people separated by thousands
of miles, experienced the same program. Television split into hundreds of channels with
different types of entertainment. This made targeting even broader. With the start of
World War, governments turned to the advertisement as a means of recruiting people.
• THE 20TH CENTURY (LATERPART)

he Internet was born. This changed the whole dynamics of advertisements. With the
invention of Ad Server, marketing through the Internet opened new frontiers for
advertisers. Entire corporations operated solely on advertising revenue, offering
everything from coupons to free Internet access.
This was the beginning of AdTech.
• THE 21ST CENTURY

Internet was the next big thing needed for the advertisement industry to grow. The use
of ad server, and new technology like DSP, SSP to do precise targeting onto users, gave
a tremendous boost to the industry. Despite all the positivity, it gave negative vibes to
masses like Fraud, Loss of jobs, Brainwashed society, and many more. The best
example is of Cambridge Analytica
With the use of Cookies on people’s computers and an increase in the mobile device,
Online advertising grew three-fold with the use of personalized targeting. The
introduction of Apps and integrating SDK to track people’s preferences and showing
relevant ad became the next major thing.
The Internet has not just affected advertising alone; It changed the way, and manner
people do business, interact with friends, family, etc.
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• THE FUTURE?
Customer Centric Marketing-Personalizing marketing is nothing new, but because
of new data, customizing your message has become even more targeted. Thanks to AI
and machine learning, marketers have moved from relying solely on demographics to
having habits, desires, activities, and purchasing preferences available at the touch of a
button.
New Forms of Native Advertising-One of the ways to attract viewers is to introduce

newer and creative ads. More relatable ads will be presented with the introduction of
AR, VR, and IoT, where the viewer will be able to relate to the ad. Newer format of
the ad will be introduced in the future.
Voice Search Ecosystem-As everything is getting smart and connected from Cars to
Home, Mobile to the computer, computer to the audio player, smart Tv to Smart
Speakers, and smart speaker to smart home. An entire ecosystem is created where
every device can talk to each other. This will produce a considerable amount of data
which will ultimately help in the advertisement.
Thanks to Machine learning and AI. The introduction of Google Home, Alexa, Voice
Assistant, etc. will help in segmenting and targeting people with the appropriate ad.
A good analytical tool is a cherry on top, which helps in tracking and analysis if the
impact of ads on users and beyond. A considerable amount of data is generated from
the website, and machine learning (with the use of data analytics) will give us the key
to target users, with the correct ad. This will benefit both the user and the advertiser.
The future of marketing is looking more and more promising every day. It is becoming
more consumer-friendly, responsive, and authentic as the day goes by.
1.2) STEPS INVOLVED IN ADVERTISMENT PROCESS
Advertising is crucial for the success of any small, medium, or big enterprise. The main goal
to advertise is to reach out maximum audience and boost sales for the time. Businesses use
different advertising channels including social media, traditional methods (TV, newspapers,
and Radio, etc.), and SEM. Advertising has its own pros and cons for both
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customers and the company. For the development of advertising and to get best results one
need to follow the advertising process step by step.
The following are the steps involved in the process of advertising:
1. Step 1 - Briefing: the advertiser needs to brief about the product or the service which has
to be advertised and doing the SWOT analysis of the company and the product.
2. Step 2 - Knowing the Objective: one should first know the objective or the purpose of
advertising. i.e. what message is to be delivered to the audience?
3. Step 3 - Research: this step involves finding out the market behavior, knowing the
competitors, what type of advertising they are using, what is the response of the consumers,
availability of the resources needed in the process, etc.
4. Step 4 - Target Audience: the next step is to identify the target consumers most likely to
buy the product. The target should be appropriately identified without any confusion. For
e.g. if the product is a health drink for growing kids, then the target customers will be the
parents who are going to buy it and not the kids who are going to drink it.
5. Step 5 - Media Selection: now that the target audience is identified, one should select an
appropriate media for advertising so that the customers who are to be informed about the
product and are willing to buy are successfully reached.
6. Step 6 - Setting the Budget: then the advertising budget has to be planned so that there is
no short of funds or excess of funds during the process of advertising and also there are no
losses to the company.
7. Step 7 - Designing and Creating the Ad: first the design that is the outline of ad on papers
is made by the copywriters of the agency, then the actual creation of ad is done with help
of the art directors and the creative personnel of the agency.
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8. Step 8 - Perfection: then the created ad is re-examined and the ad is redefined to make it
perfect to enter the market.
9. Step 9 - Place and Time of Ad: the next step is to decide where and when the ad will be
shown. The place will be decided according to the target customers where the ad is most
visible clearly to them. The finalization of time on which the ad will be telecasted or shown
on the selected media will be done by the traffic department of the agency.
10.Step 10 - Execution: finally, the advertise is released with perfect creation, perfect
placement and perfect timing in the market.
11. Step 11 - Performance: the last step is to judge the performance of the ad in terms of the
response from the customers, whether they are satisfied with the ad and the product, did
the ad reached all the targeted people, was the advertise capable enough to compete with
the other players, etc. Every point is studied properly and changes are made, if any.
1.3) METHODS USED IN ADVERTISEMENT
1.3.1) Traditional Methods

Traditional advertising is what most people think of when talking about advertising or
marketing. This includes the “usual” venues for media placement, such as newspaper, radio,
broadcast television, cable television, or outdoor billboards.
Typical collateral materials needed for your business – like stationery, business cards, or
brochures – would also fall under traditional advertising. These are the products that people
normally expect from an established business, and are useful for building your business’
brand, identity, and image.
Traditional advertising is usually well-established and easy to place. It’s also very
measurable in terms of viewership and who sees your ad. However, it also can become
expensive – especially in larger markets – and it is often more regulated. A traditional ad
must often meet the norms and standards of the media in which it is placed.
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Traditional Methods of Advertising: -
Print
Print advertising is one of the most traditional methods of advertising, because for decades,
people relied on newspapers and magazines for much of their information. Traditional print
ads included two main options: display and classifieds. Display ads are graphic images that
can include text, photos, illustrations and your company logo. The use of graphics catches
people’s attention and helps tell your story better. Classified advertising usually consists of
words only, set among other text-only ads, although some classified listings may allow
small photos. You cannot control the typeface used, and all classifieds on a page generally
look the same. These ads are usually the most inexpensive way to advertise in print. When
purchasing display ads, ask about and try to negotiate where they will appear to maximize
the benefit you get from them.
Broadcast
With the advent of radio and television, advertisers found another venue to sell their wares.
Because of the cost of creating these ads, they were more expensive than print and often
too expensive for small businesses. They also lasted only 30 seconds, with advertisers
hoping the increased impression the ad made would make up for its fleeting nature. Today,
broadcast outlets offer advertising at more affordable rates and often provide creative
services as part of your contract purchase or for a small fee. You can negotiate that your
ads will run at a specific time, usually for an extra fee, or choose a less-expensive run-of-
schedule option that lets the station choose when your spots will run.
Outdoor
Another longtime advertising option is outdoor advertising, which places messages where
people will see them on a potentially daily basis. These include ads placed on billboards,
buses, taxis, benches and buildings. You often get more viewers of your message than you
do with print or broadcast ads but have less control over who sees them.
Promotions
Some people differentiate promotions from advertising, while others consider some forms
of promotions as advertising. Traditional advertising promotions include free logoed items
such as pens, caps and coffee cups. Advertising promotions can also include direct mail,
coupons, fliers and tabletop displays.
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1.3.1) Modern Methods
There are numerous advertising techniques that you can use for promoting your products and
services. Businesses, however, are always looking for newer, more appealing advertising
methods. The Internet in particular has led to the emergence of many new-age modern
advertising techniques.
Advertising in the modern era is completely different from traditional advertising. Here are
some of the latest and hottest trends in modern advertising that are gaining popularity.
Modern Advertising Methods :-
Web Banner Advertising
A banner ad, or a web banner, is an advertisement displayed on a web page. The advertisement
consists of an image or of a multimedia object created using Flash. So, banner ads can be static or
animated, depending on what technology has been used to make them. Some banner design
inspirations are Adobe, Amazon, and DELL.
Digital or Online Advertising
Digital advertising or online advertising or Internet advertising or web advertising is a form of

marketing and modern-day advertising which uses the Internet to deliver promotional marketing
messages to consumers. The best examples of successful digital advertising are American Express
and Mastercard.
Mobile Advertising
Mobile advertising is a form of advertising done via mobile phones or other mobile devices. It is
a subset of mobile marketing. Advertisers procure data of mobile numbers of their existing
customer base as well as a list of phone numbers of potential customers. A message rarely goes
unnoticed and thus, qualifies as an effective marketing or advertising tool! Few examples of
companies that made the most of their mobile marketing campaigns are Ford Motor Company,
Redbox and Starbucks Mobile Payments.
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Bandwagon Advertising
This is a propaganda advertising technique, which aims at convincing the user that everyone else
is using the products or everyone in the customer base, is in favor of the brand and so he must do
so too. The brands that used this method are Oral-B and Maybelline New York.
Promotional Advertising
Promotional advertising involves the use of promotional media events or promotional give away
items, which help to acquire public attention and are simply an effective way of advertising.
American Express Promotional Advertising Campaign and I Click Interactive Promotional
Advertising Campaign are the best examples that fit here.
Surrogate Advertising
Laws have banned the advertising of products like alcohol or cigarettes. Owing to this, many
umbrella brands have come up with a technique that not only promotes the umbrella brand name
but also reminds the consumer of the products that have been banned from advertising. Some
instances of surrogate advertisements are Kingfisher Soda, Royal Challenge Golf Accessories and
Mineral Water.
Pixel Advertising
Pixel advertising is a very new type of advertising in which the cost of an advertisement is
calculated based on the number of pixels it occupies on the internet. LEGO and Sephora are the
best stories of Pixel advertising.
Contextual Advertising
Contextual advertising is targeted advertising for advertisements appearing on websites or other

media, such as content displayed in mobile browsers. The advertisements are selected and served
by automated systems based on the identity of the user and content. One of the well-known
examples of contextual advertising is Google AdSense.
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Keyword Advertising
Keyword advertising is a form of online advertising where advertisers pay to have an

advertisement appear in relevant results listing when a person uses a particular phrase to search,
by employing a search engine. For example, a retailer selling different types of shoes would have
high heels and sneakers in a different ad group.
Blog Advertising
Corporate blogs are an extremely excellent way for companies to reach out to their customer base
on the Internet. Advertising blogs usually make use of Search Engine Marketing techniques,
which ensure better results on the web. If you get decent organic traffic on your blog, you can also
try text-link ads where you link a piece of text on your site to another page on a different website.
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CHAPTER-2: COMPANY PROFILE
2.1 : About V.I.P

2.1.1 : Success Story
2.1.2 : Mission & Vision
2.1.3: Board of Directors
2.1.4: Product & Services
2.1.5: Analyst’s View
2.1.6 Strategic Network
2.1.7 Competition (Domestic)
2.1.8 The overall V.I.P journey
2.2 : Swot Analysis of V.I.P
2.3 : Advertising and pricing strategy of V.I.P
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COMPANY PROFILE
VIP Industries is India's largest luggage manufacturing company which manufactures

luggage and travel accessories. It is based in Mumbai, India and is the world's second-largest
and Asia's largest luggage maker. The company has more than 8,000 retail outlets across India
and a network of retailers in 50 countries. It acquired United Kingdom-based luggage brand
Carlton in 2004.
2.1) ABOUT V.I.P
HISTORY-
The history of the company goes back to the year 1971. Since then, the company has
recorded a sale of around 100 million pieces of luggage worldwide. Formerly, the
company was known by the name Aristo Plast VIP Industries and it was incorporated in
1968. The company consisted of two wholly owned subsidiary companies, namely Blow
Plast Retail Limited V.I.P. Industries Bangladesh Private Limited V.I.P. Industries BD
Manufacturing Private Limited and V.I.P. Luggage BD Private Limited. As of 31 March
2019, the company has one Indian and four overseas wholly owned subsidiaries.
VIP Industries Limited is engaged in the business of manufacturing and marketing of

luggage bags and accessories. The company is promoted by Dilip G Piramal. Formerly
Aristo Plast VIP Industries was incorporated in January 27 1968. Blow Plast Retail
Limited V.I.P Industries Bangladesh Private Limited V.I.P Industries BD Manufacturing
Private Limited and V.I.P Luggage BD Private Limited continued to be the wholly owned
subsidiary companies of the Company. As on 31st March 2019 the Company has 1 Indian
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and 4 overseas wholly owned Subsidiaries. In 1971 it became a wholly owned subsidiary
of Blow Plast. The company came out with a rights issue in Nov.'93 for expansion
modernization and balancing its plants located at Nashik Jalgaon and Sinnar. It has a
technical collaboration with Tooling Products (Languish) UK to set up a state-of-the-art
tool room to manufacture plastic injection moulds and press tools. VIP Industries sells
60% of its output in the all-product category in the domestic market through wholesalers
and 30% is sold to institutions and the government. VIP’s R & D unit at Nasik has been
accorded recognition by the Government of India Ministry of Science and Technology. In
1997-98 it increased the installed capacity of its injection/vaccum moulded plastic goods
by 1000 MT. During the year 1999-2000 the company's exports increased from 14.91
crores from the previous year to 15.49 crores in the current year registering a growth of
4%.The company has entered into technical collaboration with Delsey S A France for
manufacturing some of their premium range suitcases & briefcases.During FY 2015 the
Company launched `Verve' a polycarbonate range under the VIP brand for promotion
through television campaigns and featured distinctive design and colors which were well
received by consumers.
Brand VIP remains the first choice of Indian family travel while Aristocrat and Alfa are
providing value to consumers in hypermarkets and trade channels respectively. In FY
2017 Sky bags backpack advertisement `play Back-to-Back' featuring Varun Dhawan has
become very popular. Moreover, with latest brand Ambassador Hrithik Roshan on board
brand VIP is all set to get a stylish makeover.
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2.1.1) Success Story
Radhika Piramal, Managing Director, VIP Industries, delivered the keynote address at the
recent Pitch CMO Summit held in Mumbai on Friday. Piramal spoke on the topic of truth
and transparency in the marketplace and in life.
Piramal began with sharing her mantras for maintaining a brand image that is authentic and
honest and how those very mantras played a key role in her life.
Piramal returned to her family business of running VIP Industries in 2010 when the
company was going through a rough patch. In the time that she was away from India
studying and working abroad, VIP as a brand had lost relevance among the youth of India
and making the brand relevant again, especially to people under 30 was her agenda.
“We launched four brands - Caprese (handbags for women), Sky bags (backpacks for
youth), Carlton (premium range travel bags), and Aristocrat (bags in the value segment).
Even though we were the market leader, we were not doing well in the premium segment.
The goal was to change the flagship brand and then do something more,” she said. The
aspect about the brands that made it authentic was the customer segment each of the
brands was targeting, she said.
Piramal added that she received a lot of internal objections for launching multiple brands
that seemed to be cannibalizing on the market of other VIP brands. “My attitude is if you
are scared of losing share against yourself then you will never beat competition .”
She also said that keeping the marketing communication consistent kept the brand
authentic. For example, Carlton, a company that was acquired by VIP, is not promoted as
a VIP product. Carlton bags are ‘imported and marketed in India’, and they come with
great legacy, she said. “It would not be authentic to call Carlton bags to be from the house
of VIP, it would not be true to the history of the brand,” she said.
She said that while there is still a lot to be done with regard to differentiation in the
market, as far as authenticity is concerned, she was satisfied with the performance of the
brand. After Piramal took over, VIP Industries has seen a massive increment in its market
cap. It has gone from Rs 140 crore to Rs 2100 crore and the EBITDA jumped from 3% in
2008-09 to 9% in 2015-16. She also added that promoting meritocracy in a family
business also adds authenticity to the brand within the organisation.
2.1.2) Vision & Mission

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Vision: - To strengthen and equip our business partners and employees through growth
opportunities
Mission: - To partner leading companies with hard working dedicated employees to
enhance and promote our communities’ economic success.
Core Values:
We Embrace Challenge – We proactively resolve issues through innovative thought,
creativity, superior communication and determination.
We Are Results Oriented – Outcomes and results matter. We get the job done.
We Are Compassionate – We identify the needs and values of others and seek to understand
the world through the eyes of those we serve.
We Are a Team – We value one another celebrating our success and learning from
disappointments
21
Person-Cantered: The person (patient, client, family, VIP team) is at the centre of
our decisions and will drive how we do things in as holistic a way as possible.
Compassionate: When we are compassionate, we listen, we ask questions, we try to

understand where the person is at, we are culturally sensitive, we are understanding. It
will help us achieve our mission.
2.1.3) Board Of Directors
• Mr. Dilip G. Piramal (Chairman)
• Ms. Radhika Piramal (Executive director and managing director)
• Mr. Anandya Dutta (Managing director)
• Mr. Amit Jatia
• Ms. Nisaba Godrej
• Mr. Tushar Jani
• Mr. Ramesh Damini
Chairman
Mr. Dilip G. Piramal, Chairman of the Company, is an experienced industrialist, who has
pioneered luggage industry in India and having an experience of more than 50+ years in
the luggage industry.
Executive Vice Chairperson
Radhika Piramal is the Executive Vice Chairperson of VIP Industries Ltd., India's #1
Luggage Company. Ms. Piramal has been Executive Vice Chair since April 2017. Prior to
this role, Ms. Piramal was the Managing Director of VIP Industries from 2010 - 2017
22
2.1.4) Product and Services
VIP Industries Limited is an India-based holding company. The Company is engaged in the
business of manufacturing and marketing luggage, bags and accessories. The Company's
products include upright trolley cases, duffel bags, soft uprights, school bags, rucksacks,
backpacks, laptop bags and daily essentials, ladies handbags, vanity cases, hard suitcases,
briefcases and others. The Company has a range of brands across luggage categories. It also
manufactures plastic luggage. The plastics used are polypropylene and polycarbonate. The
Company's brands include VIP Bags, Carlton, Sky bags, Aristocrat, Alfa and Caprese. The
Company has manufacturing facilities at various locations across India. The Company has
five wholly owned subsidiaries, Blow Plast Retail Limited, VIP Industries Bangladesh
Private Limited, VIP Industries BD Manufacturing Private Limited, VIP Luggage BD
Private Limited and VIP Accessories BD Private Limited.
For over 50+ years, VIP has revolutionized the luggage and travel categories with continuous
product innovations, adherence to quality and international aesthetics. Along the way, VIP
has evolved from being a Travel Gear company to a Travel Wear pioneer. At the helm of this
journey has been Mr. Dilip G. Piramal, Chairman and Ms. Radhika Piramal, Executive Vice
Chairperson. Under their able leadership, VIP has grown from strength to strength.
Our strong distribution network gives easy access to VIP luggage anywhere in India via
11,000 points of sale across exclusive stores, multi-brand stores, large format retail, defense
canteens and e-commerce. By exporting to more than 60 countries, VIP has established its
global status. Behind VIP’s dominance is our talented workforce. Inspired by VIP’s values of
youthfulness, meritocracy, entrepreneurship & innovation and core tenets of open
communication, transparency and agility, our people are always in pursuit of taking VIP to
new heights
23
You can view the entire product mix with sales quantity & value along with percentage
contribution from each individual product for VIP Industries Ltd.
Finished Products
SALES
PRODUCT INSTALLED PRODUCTION SALES VALUE
NAME UNITS CAPACITY QUANTITY QUANTITY (Rs Cr.)
Soft
Luggage N. A 0.00 0.00 0.00 611.8500
Soft
Luggage N. A 0.00 0.00 0.00 611.8500
Soft
Luggage N. A 0.00 0.00 0.00 611.8500
Soft
Luggage N. A 0.00 0.00 0.00 611.8500
Soft
Luggage N. A 0.00 0.00 0.00 611.8500
Soft
Luggage N. A 0.00 0.00 0.00 611.8500
Scrap N. A 0.00 0.00 0.00 1.2000
Scrap N. A 0.00 0.00 0.00 1.2000
Scrap N. A 0.00 0.00 0.00 1.2000
Scrap N. A 0.00 0.00 0.00 1.2000
Scrap N. A 0.00 0.00 0.00 1.2000
Scrap N. A 0.00 0.00 0.00 1.2000
Export
Incentives N. A 0.00 0.00 0.00 0.1700
Export
Incentives N. A 0.00 0.00 0.00 0.1700
Export
Incentives N. A 0.00 0.00 0.00 0.1700
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Export
Incentives N. A 0.00 0.00 0.00 0.1700
Export
Incentives N. A 0.00 0.00 0.00 0.1700
Export
Incentives N. A 0.00 0.00 0.00 0.1700
25
BRANDS UNDER V.I.P
The company's brands include:
• Aristocrat
• Alfa
• Caprese
26
• Carlton
• Sky bags
27
V.I.P - WARRANTY SERVICES
HOW TO CLAIM WARRANTY SERVICES
• Enter your E-Warranty Registered Mobile no
• *Product Name
• *DefectImage (*For more than one defect, you can upload more than one defect
images, max 3,max image size 500 kb)
• *Comments
• Please enter pin code where you want service
• *Pin Code
• City
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Shop Online
Purchases can be made by credit card and net banking. Categories found include 4 wheel,
backpack, briefcase, duffle, duffle trolly, strolly, suitcase, lock, pouch, among others.
VIP Industries Customer Care

Phone: 022 – 228791936
Regional Contacts
Bangalore: 080 – 22103272
Chandigarh: 0172 – 2732337
Chennai: 044 – 26210795
Cochin: 040 – 2428770
Delhi: 011 – 45175555
Goa: 0832 – 2734611
Guwahati: 0361 – 2529797
Jammu: 0191 – 2543902
Kolkata: 033 – 66336201
Lucknow: 0522 – 4009690
Mumbai: 022 – 28574845
VIP manufactures a variety of products which include travel and business bags as well as
accessories. Its collection of travel bags comes in all styles and sizes. Suitcase, Strolly, Duffle
Trolley, Duffle, Backpack, Briefcase, Vanity Case, Suitcase and 4 Wheel are all a part of the
travel bags offered by VIP. This definitely does not end here each type has a huge variety
under it to meet all needs. VIP does everything to make our travel safe, easy and stylish.
Other than travel bags VIP holds an expertise in making business bags which include
Briefcase, Laptop Strolly, Laptop Satchel, Laptop Backpack, Satchel and Strolly. These bags
are designed and styled to complement the needs of office. Each bag is equipped to
accommodate related devices. VIP offers soft and hard luggage bags duffle bags and strolly
constitute soft luggage while suitcase and briefcase come under hard luggage. Most of the
products are made from either nylon or strong polyester.
Another area which VIP serves in is accessories. Camera Pouch, Travel Document Case,
Luggage Security Strap, 3 Dial Combination Locks, 4 Dial Combination Locks, Money Belt,
Travel Safe Wallet, Beaded Neck Pillow, XS Laptop Sleeve, Neck Pouch, Cosmetic pouch,
Multi Organizer Waist Pouch are a few accessories manufactured by VIP. Such accessories
add to the already existing VIP products.
VIP was the first to introduce dirt, stain and water-resistant bags. It was also the first one to
introduce multi compartment, lightweight bags. In this league of introducing out of the box
products VIP came up with designer wedding collection of stylish luggage for the
brides. Other features include central locking, 360-degree wheels, worldwide warranty,
29
separate space for used and new clothes and a lot more. One can shop online and keep a track
on his placed order all with a click of the mouse.
VIP offers a unique worldwide warranty; this means that defects can reported and fixed from
any part of the world. Service and repair are a cakewalk with its service centres located in
almost 5 continents and 27 countries.
2.1.5 Analyst’s View
VIP has been the market leader in the soft and hard luggage segment in India for a long
time now. The company is one of the biggest luggage manufacturers in the world by
volume. However, the company and the industry have been facing tough times with sales
contraction due to a fall in demand and disruption from COVID-19. The company saw
good momentum in overall performance. Sales were up for all segments with the revenue
contribution being highest for Aristocrat. VIP is also looking to spend Rs 36 cr on
developing a new line for making hard luggage based on polypropylene. It remains to be
seen how VIP continues to strengthen its internals in the meantime and develop the
eCommerce channel which was small for them so far, and what impact will the rising RM
inflation have on the company’s bounce-back plans. Given the caution in travel and
travel activities at the moment, sustained demand-revival seems a little away.
Nonetheless, given the company’s strong brand image and leadership position in the
industry along with the resilient balance sheet of the company, VIP industries remain a
pivotal mid-cap stock to watch out for.
VIP Industries Ltd. has an average target of 736.67. The consensus estimate represents an
upside of 1.52% from the last price of 725.65 .
V.I.P Industries-
ICICI SECURITIES LIMITED
VIP has, over the years, maintained balance sheet prudence with stringent working capital
policy, virtually debt free status and healthy RoCE: 30%+ Company update: We recently
interacted with the management to get an insight...
30
03 FEB 2022-
Gross margins for the quarter improved 1050 bps YoY to 48.9% but continues to be below
its pre-Covid levels (53-55%) on account of sharp inflation on China imports for both RM
and finished goods on the back of significant cost saving measures, the company reported
healthy EBITDA margin of 14.4% with absolute EBITDA of 57.2 crore (vs. 8 crore in
Q3FY21). PAT has nearly reached pre-Covid levels at 33.5 crore What should investors
do? VIP's share price has grown by ~4.9x over the past five years (from ~ 135 in February
2017 to ~ 655 levels in February 2022).
MONARCH NETWORTH CAPITAL LIMITED
03 FEB 2022
We retain our positive stance on VIP Industries with a fair value of Rs. 775 (Rs.700). The
Company posted revenue growth of 71% in line with our estimates. The growth is also in
line with the improvement in domestic air passenger traffic which stood at 92% of pre
covid levels. The company does not see any disruption in demand and is gearing up for a
strong summer led by the reopening of schools/colleges. Focus remains on capacity
expansion in India and Bangladesh to cater to rising demand as internal sourcing shifts to
6570% of overall sales. This should enable further margin expansion.
12 AUG 2021
VIP has, over the years, maintained balance sheet prudence with stringent working capital
policy, virtually debt free status and healthy RoCE: 30%+ Q1FY22 Results: Second wave
significantly disrupted a seasonally strong quarter
22 JULY 2021
MONARCH NETWORTH CAPITAL LIMITED
We present an Investment Idea on VIP Industries (VIP) with a fair value in the range of
Rs.550-600. The company is the undisputed market leader in the organized luggage industry
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with a market share of ~46%. Given the company's presence across different product
categories, pricing points and wide distribution platform, we believe the company is in a
sweet spot to capitalize on the growth with economies opening up. Further, adding to our
enthusiasm are strong cost-cutting initiatives and an increase in sourcing from Bangladesh.
26 MAY 2021
The company has implemented close to ~ 170 crore fixed cost savings in FY21 (overall opex
down 51% YoY in FY21). VIP believes ~50% ( 80-85 crore) would be sustainable in FY22E.
Given the near term headwinds and Q1 being critical for VIP, we reduce our revenue
estimates for FY22E. We broadly maintain our estimates for FY23E as we expect improved
traction in the domestic travel industry from H2FY22 onwards. While revenue recovery may
take longer, structural changes in fixed overheads will lead to faster recovery in profitability
terms.
ANALYST TRENDS
Financials -
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Balance sheet -
Forecast
Price
33
Revenue
Earnings
34
Shareholding
35
36
2.1.6 CORE COMPETENCIES
37
2.1.7 COMPETITION (DOMESTIC)
2.1.8 The overall journey of V.I.P
VIP enjoys a legacy in India as far as the luggage category is concerned. How is the brand
planning to take this legacy forward?
VIP has always been a market leader and a category-defining brand. The growth of the
brand continues as it remains relevant to the current generation. The major strength
behind VIP is the understanding of the Indian consumer; and as the consumer has
evolved, the product has also evolved.
The basic strategy the brand has been working on is bringing innovations and presenting
it to the mass market. Over the past three years, we have democratized the four-wheeler
luggage market in India. Four-wheelers have always existed in the market, but the
benefits of four-wheelers have now been communicated to the Indian consumer and those
benefits were incorporated to the product with a consideration of the Indian travel
conditions. Currently we are seeing a global trend of people moving from soft luggage to
polycarbonate luggage. We are taking the lead in India in polycarbonate luggage and
launched Verve. This brand helps us connect with the new consumer. The range of
polycarbonate luggage is going to revolutionize the luggage category in India and slowly
the market will follow VIP and move to this.
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All the latest communication from VIP is looking to connect to the young consumer, and
is around the benefits of these stylish polycarbonate bags. We are not a nostalgic brand
and from the older generation. We are moving with the times. More products are in the
offing soon.
How are the five brands in the portfolio positioned differently? What is the TG for each?
All the five brands are standalone brands and not a subset of VIP. We have the premium
international brand from England - Carlton. We are distributors for this brand in India. It
is a distinct product which is designed for the European market. With this brand we are
targeting the premium end of the market. VIP is in the middle of the market. This is in the
mass premium segment as well as in the popular market. It is a leadership brand and has
the largest market share. It brings breakthrough innovations for the benefit of Indian
consumers.
We are looking to target younger consumers in various ways. Sky bags is the stylish
offering. Luggage is not seen as a stylish product. People spend a lot on watches, clothes,
mobile phones and other accessories but are not bothered about the kind of luggage they
are carrying. Sky bags’ agenda is to increase the style quotient of consumers. It has
printed and colored bags. We didn’t expect the overwhelming response we received from
these bags. The Indian consumer has taken to this style and the bold design. We are
looking to launch more designs and looking to enter the college backpacks, laptop bags
categories here. With Sky bags, we are not looking at the youth, but the young workforce
- people between 25 and 35 years. This is a very different consumer. Sky bags is not a
new brand, but we reinvested in the brand three years ago. We got in John Abraham as
brand ambassador two years ago as he is an inspiration for our target group. He has
proven himself - that is what the young consumer is about these days. They are globally
travelled and want the best of the global products. That is why the Sky bags - John
association makes sense
Aristocrat is our ‘value for money’ product. People have bought it as it is a big brand with
strong equity. Alfa was earlier a sub-brand of VIP. Now it is a standalone brand that
stands for durability. It plays the penetration game and looks to convert people investing
in non-branded luggage to branded luggage.
Does VIP Industries have different creative agencies to handle the different brands?
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Ogilvy handles all the brands as of now. We think that the category understanding is
very important and that is why partnering with one agency handling all the brands.
Are there insights you can share on consumers moving towards branded luggage?
The branded category was at around 20 to 25 per cent (of the total luggage market) two to
three years ago. It has grown to 35 to 40 per cent now thanks to these brands and the
advent of competition into India. VIP Industries is the market leader with 60 to 65 per
cent share across all the brands in the organized segment. Competing brands are available
only in certain pockets and price points and can’t compete with Aristocrat and Alfa - the
two are at value price points where brands cannot afford to compete with us. Another
strength that gives us our high market share is our distribution - which is huge. We are
available in a lot of towns which give us strength to hold up the brands without
cannibalizing each other.
We have seen the launch of brands like Giordano, American Tourister and Samsonite in
the segment over the past few years. How has VIP looked to compete? Competition-wise,
there are premium brands at the high end. Lots of players have come and gone. Roncato,
Giordano entered the market and left it. Our stable competition would be American
Tourister and Samsonite. They have really helped the category grow, benefits us the most.
Anyone looking to advertise in the luggage space is most welcome as finally it helps us
increase the branded pie size. If I go by the market share, 65 out of 100 times people will
purchase a bag from VIP Industries. Once people enter the branded segment, we are going
to benefit as we are the market leaders and know that our offerings, price equations,
distribution will prevail.
So other brands are most welcome to advertise. Unfortunately, only one big player other
than us in this market is currently advertising.
What presence does VIP have in the semi-urban and rural markets? How much does each
contribute to sales?
The travel market can be of three different kinds depending on the duration of the travel.
There is short haul travel (daily, routine); long haul (for a wedding or a vacation); and
permanent travel (a girl getting married and shifting, or simply someone shifting). If you
look at the rural market, there is a lot of permanent shifting through marriages etc., but the
other two types of travel are very limited. In SEC E, travel drops down by 35 per cent
compared to the other SECs. When you go below SEC E, travel is even more limited, so
luggage is not very huge. So, viability becomes a big problem.
40
We are in the rural market through the marriage market and Alfa’s taking care of this.
Girls moving in to houses in the rural area don’t normally get a cupboard. Their needs
will not do with a soft bag; they need trunks. Alfa bags step in to cater to this need. Other
than this, as travel penetration improves, we will enter the rural market.
How much does e-commerce contribute to VIP’s total sales? Is this growing?
We started our e-commerce portal a year ago. We have a website called

buytravelbags.com – which sells many brands, but mainly VIP’s brands. It is a one-stop
solution for all kind of bags; from premium to affordable. We have more than 2700 units
that can be bought from the site. We have a tie up with backend suppliers and deliver bags
anywhere in India. In terms of percentage of total sales, e-commerce would contribute
one to two percent.
This is not very big currently, but we see it getting bigger as we go ahead. We will be
looking to promote the website in the near future. What is the brand’s retail presence?
How is it growing? We sell through seven to eight verticals, one of which is traditional
multi-brand outlets. We have got three types of exclusive outlets – The Carlton Store, VIP
Lounges and a VIP Industries store. We’ve got more than 600 exclusive stores. We also
sell through lifestyle stores, hypermarkets, army canteens and wholesale networks. So,
almost every possible point of sale is covered.
Are people moving towards premium bags?
They are not exactly moving to premium bags, but are moving to branded bags for sure.
We have tried to do a lot of correlation between sales data and travel data. We find that
the growth in airline travel and the sale of branded luggage sales are directly interlinked.
The correlation coefficient for this is almost 0.95. Along with growth in airline travel,
international exposure and a lot of innovative work with branded goods has helped the
industry grow.
How big is the children’s segment for VIP?
We had a brand called ‘Buddy’ till 2007-08. We had tried to tap the young kids’ school
bags market through this. The segment is a different ball game altogether, for us to
participate in currently. We will look at re-entering this market at the right time. We may
evaluate something which is for the long-haul travel of the kid instead of school bags.
This has more adjacency for the brand.
41
What are the marketing plans over the next year?
We are looking to launch a lot of new products, which cannot be revealed currently. We
recently launched a niche eco-friendly bag called Acura. People are getting conscious
about carbon footprint. Our Acura range in partnership with Du-Pont is very eco-friendly.
We are also launching new polycarbonate range under VIP and Sky bags. Advertising
will continue on the brands this year as per our regular marketing calendar. Quarter three
is a big travel season coming. We are also looking to launch a range of luggage for
women called Diva, given the rise in women travelers. These are lightweight bags
specially designed for women travelers. As a market leader, we are looking to enter more
niche markets and in due course make them bigger.
2.2) SWOT ANALYSIS
What is SWOT Analysis? What is included in SWOT Analysis of V I P

Industries?
SWOT Analysis / Matrix of V I P Industries by EMBA PRO includes the four key
elements - Strengths, Weaknesses, Opportunities, & Threats. The strengths and
weaknesses address the internal factors of the company, opportunities and threats are the
macro challenges that V I P Industries is facing in India and other international markets
that it operates in.
Strengths of V I P Industries
Strengths are the firm's capabilities and resources that it can use to design, develop, and
sustain competitive advantage in the marketplace
- Wide geographic presence - V I P Industries has extensive dealer network and

associates network that not only help in delivering efficient services to the customers but
also help in managing competitive challenges in Apparel/Accessories industry.
- First mover advantage in the increasingly crowded market place. The new products are
rapidly increasing V I P Industries market share in the Apparel/Accessories industry.
- High margins compare to Apparel/Accessories industry's competitors - Even though V.

I.P Industries is facing downward pressure on profitability, compare to competitors it is
still racking in higher profit margins.
42
- Strong brand recognition - V I P Industries products have strong brand recognition in
the Apparel/Accessories industry. This has enabled the company to charge a premium
compare to its competitors in Apparel/Accessories industry.
- Track record of innovation - Even though most players in the Consumer Cyclical
strive to innovate, V I P Industries has successful record at consumer driven innovation.
- Brands catering to different customers segments within Apparel/Accessories

segment - V I P Industries extensive product offerings have helped the company to
penetrate different customer segments in Apparel/Accessories segment. It has also helped
the organization to diversify revenue streams.
Weaknesses of V I P Industries
Weaknesses of V I P Industries can either be absence of strengths or resources of

capabilities that are required but at present the organization doesn't have. Managers have
to be certain if the weakness is present because of lack of strategic planning or as a result
of strategic choice.
- Business Model of V I P Industries can be easily imitated by the competitors in the

Apparel/Accessories industry. To overcome these challenges companyname needs to
build a platform model that can integrate suppliers, vendors and end users.
- High cost of replacing existing experts within the V I P Industries. Few employees are
responsible for the V I P Industries’ knowledge base and replacing them will be extremely
difficult in the present conditions.
- Niche markets and local monopolies that companies such as V I P Industries able to
exploit are fast disappearing. The customer network that V I P Industries has promoted is
proving less and less effective.
- Gross Margins and Operating Margins which could be improved and going forward
may put pressure on the V I P Industries financial statement.
- Extra cost of building new supply chain and logistics network - Internet and
Artificial Intelligence has significantly altered the business model in the Consumer
Cyclical industry and given the decreasing significance of the dealer network V I P
Industries has to build a new robust supply chain network. That can be extremely
expensive.
- Low investments into V I P Industries customer-oriented services - This can lead to

competitors gaining advantage in near future. V I P Industries needs to increase
investment into research and development especially in customer services-oriented
applications.
43
Opportunities for V I P Industries
Opportunities are potential areas where the firm can identify potential for - growth,
profits, and market share.
- Opportunities in Online Space - Increasing adoption of online services by customers

will also enable V I P Industries to provide new offerings to the customers in
Apparel/Accessories industry.
- Customer preferences are fast changing - Driven by rising disposable incomes, easy
access to information, and fast adoption of technological products, customers today are
more willing to experiment / try new products in the market. V I P Industries has to
carefully monitor not only wider trends within the Apparel/Accessories industry but also
in the wider Consumer Cyclical sector.
- Lower inflation rate - The low inflation rate bring more stability in the market, enable
credit at lower interest rate to the customers of V I P Industries. This will increase the
consumption of V I P Industries products.
- Increasing government regulations are making it difficult for un-organized players to

operate in the Apparel/Accessories industry. This can provide V I P Industries an
opportunity to increase the customer base.
- Lowering of the cost of new product launches through third party retail partners and
dedicated social network. V I P Industries can use the emerging trend to start small before
scaling up after initial success of a new product.
- Rapid Expansion of Economy as the US economy is improving faster than any other
developed economy; it will provide V I P Industries an opportunity to expand into the US
market.
44
Threats to V I P Industries
Threats are factors that can be potential dangers to the firm's business models because of
changes in macro-economic factors and changing consumer perceptions. Threats can be
managed but not controlled.
- Competitors catching up with the product development - Even though at present the
V I P Industries is still leader in product innovation in the Apparel/Accessories segment.
It is facing stiff challenges from international and local competitors.
- Growing technological expertise of local players in the export market - One of the
biggest threats of tie-up with the local players in the export market for V I P Industries is
threat of losing IPR. The intellectual property rights framework is not very strong in
emerging markets especially in China.
- Changing political environment with US and China trade war, Brexit impacting
European Union, and overall instability in the middle east can impact V I P Industries
business both in local market and in international market.
- Trade Relation between US and China can affect V I P Industries growth plans - This
can lead to full scale trade war which can hamper the potential of V I P Industries to
expand operations in China.
- Changing demographics - As the babyboomers are retiring and new generation finding
hard to replace their purchasing power. This can lead to higher profits in the short run for
V I P Industries but reducing margins over the long run as young people are less brand
loyal and more open to experimentation.
- Shortage of skilled human resources - Given the high turnover of employees and
increasing dependence on innovative solution, company name can face skilled human
resources challenges in the near future
45
2.3) ADVERTISING AND PRICING STRATEGY OF V.I.P
ADVERTISING STRATEGY –
Their advertising strategy is to promote image of sturdiness value for money

and toughness. Plan to spend 20 crores for the same. It’s price ranges from Rs
225-Rs 8000. The company has also been in fresh talks with French company
Delsey, for marketing the latter’s premium luggage range.
PRICING STRATEGY-
The good news is that blanket discounting isn’t the only pricing strategy out there. Here are
seven alternative pricing models and promotional approaches that encourage high-value
customer behaviours without sacrificing brand health during the holidays:
1. Reward your most loyal shoppers with VIP/membership pricing: The holidays are a
great time to give special treatment to customers who consistently buy from or engage
with you in valuable ways. Special pricing for brand VIPs boosts customer engagement
and loyalty and offers customers a unique shopping experience. One approach to consider
is introducing VIP tiers (e.g., the more money you spend, the higher your tier and better
your rewards). This system creates FOMO among non-VIPs while offering loyal
customers experiential rewards, such as private holiday shopping events, early access to
products that quickly fly off the shelves and exclusive holiday savings. And if you charge
for access to your program, membership pricing can even be an additional revenue
stream.
2. Host your holiday sales separately from your full-price experience with an online
pop-up outlet store: If you’re looking at the holidays to move excess or outdated
inventory, consider doing so in a way that creates the hype from site-wide deep
discounting without the margin hit to your full catalog. In the same way, factory outlet
stores surged onto the retail landscape, brands like Coach, REI and Vera Bradley are
spinning up separate outlet ecommerce sites. These online pop-ups create excitement with
aggressive, time-limited no exceptions offers and allow retailers to focus on selling
through aged inventory without impacting new collections—especially during Black
Friday/Cyber Monday when shoppers are expecting deals.
46
3. Introduce tiered discounts to encourage shoppers to buy more: Buy more, save more
promotions encourage shoppers to spend a little extra (perhaps on a gift for themselves
too), to take advantage of more savings. For example, a shopper may receive 10% off a
$40 purchase but 15% off a $75 purchase. This also helps move inventory while
minimizing fulfillment and shipping costs.
4. Offer savings to shoppers with a subscription to regularly purchased

items: Moderate discounts for recurring purchases are simple to launch and can motivate
shoppers who seek convenience for things they buy regularly. While not all subscription
items are gift-worthy, shoppers welcome the opportunity to avoid last-minute trips to
stores for everyday items like paper goods and vitamins, especially at the height of the
holiday season.
5. Create an army of employees who double as loyal customers with employee pricing
directly on your retail site: Providing exclusive pricing for employees can serve as both
a recruiting tool and a sales generator, but often taking advantage of these discounts is
complicated or takes place on a completely different site that’s disconnected from the
everyday shopper experience. Make it easier for your passionate employees to double as
brand ambassadors by integrating employee pricing directly into the regular retail
experience. This will demonstrate your investment in them while helping you move
inventory. And employees will appreciate the upgraded experience over the holidays
when they’re buying for friends and family.
6. Optimize pricing based on shoppers’ geographic location: Define a price for the same
item at different inventory locations. For instance, a product might be more expensive at a
store in New York City than one in Cleveland, Ohio, based on considerations like your
costs to sell in—or fulfil to—each location. This will optimize pricing for the customer,
helping to maximize margins along the way.
47
7. Give your excess inventory new life: This year, supply chain issues and store closures
have left many retailers with excess spring/summer inventory. While a discount would
usually be the go-to strategy to move these items, get creative about marketing the
products to maintain margins. Position these products as go-to gifts or evergreen products.
For example, apparel brands can re-merchandise summer inventory as resort wear to
appeal to those heading south during the winter.
This holiday season will be unlike anything retailers have ever seen before, and effective
pricing and promotional strategies will play a significant role in determining revenue and
profitability for brands. Retailers that consider moving away from blanket holiday discounts
and toward a variety of more thoughtful pricing strategies during the holidays will offer
shoppers value while also creating long-term brand loyalty. Shoppers will continue to return
to these retailers during the holidays and beyond
48
CHAPTER 3: RATIONALE OF THE STUDY
3.1 Objective of the Study
3.2 Limitations of the Study
3.3 Research Methodology
49
3.1) Objective of the Study
1. To study the advertising strategy adopted by V.I.P bags.
2. To study the pricing strategy of the V.I.P bags
3. To understand the consumer perception towards the new design and arrivals of
V.I.P
50
3.2) Limitations of the Study
Some of the major limitation of the study is that it is based on secondary data, lack of
uniformity in the availability of resources and data. While making the study I faced various
challenges in relation to the material available for the study.
Many internet sites were providing rather irrelevant information which were also very much
apart from each other. As a result, it became a very time-Consuming process to gather data for
this report. It was very hard for me to find out minutes regarding the topic and assemble them
into my project.
.
Also due to time constraint I was able to interview only a small sample of people. During my
interaction with people, I also found that maximum people are unaware about the
characteristics of a good luggage and are just purchasing them to keep their possession in it.
51
3.3) Research Methodology
The nature of the project work has been exploratory as no hypothesis, is taken to be tested.
Though the conclusions drawn could be taken as the hypothesis and further tested by the
research work undertaken in the relevant field. The reason for choosing the exploratory
research design is the fact the project report has been primarily based upon the secondary
sources of data and whose authenticity could be assured of.
The reluctance of the company's personnel in parting with much of information led the
project report to be based substantially on the secondary source of data. The sources of data
used in data collection are the following:
Primary sources
In order to gather information about the various products, I personally took help of the google
docs and collected data pertaining to the prices of the products offered.
Detail regarding the quality of the products were collected and I also inquired about the
various sales promotion schemes followed by these companies. By interviewing these dealers
valuable information was collected. I inquired from them about their marketing advertising and
distribution strategies.
Secondary sources
Information was collected from secondary sources such as public libraries, newspapers,
business magazines. Beside these the use of Internet was also made in collecting relevant
information. The data collected from the above-mentioned sources has been adequately
structured and used at appropriate places in the report. This particular way of data collection
was used because of its low cost (except data collected through surfing the internet) and less
time consumption.
52
CHAPTER 4- DATA ANALYSIS & INTERPRETATION
53
Q.1 Which of the following V.I.P brand travel accessories you would like to prefer the
most?
A. Sky bag C. Wildcraft
B. Aristocrat D. Caprese
PARAMETER NO.OF PERCENTAGE

RESPONDENTS
(A)SKYBAG 62 62%
(B)ARISTOCRAT 19 19%
(C) WILDCRAFT 13 13%
(D) CAPRESE 6 6%
TOTAL 100 100%
INTERPRETATION-
From the above data it can be inferred that out of 100 respondents 62 respondents
preferred Sky bags, 19 respondents preferred Aristocrat, 13 respondents preferred
Wildcraft and 6 respondents preferred Caprese brand travel accessories under V.I.P.
54
Q.2 How did you came to know about the brand V.I.P?
A. Word of mouth C. Hand Outs
B. TV adds D. None of these
PARAMETER NO.OF RESPONDENTS PERCENTAGE

(A)WORD OF MOUTH 20 20%
(B) TV ADDS 55 55%
(C) HAND OUTS 17 17%
(D) NONE OF THESE 8 8%
TOTAL 100 100%
INTERPRETATION
From the above data it can be inferred that out of 100 respondents, 20 respondents have
chosen option A, 55 respondents have chosen option B, 17 respondents have chosen
option C, 8 respondents have chosen option D, from that they came to know about V.I.P
brand.
55
Q.3 Mention your reason to purchase V.I.P bags?
A. Indian product C. Reasonable price
B. Quality product D. None of these
PARAMETER NO. OF PERCENTAGE

RESPONDENTS
(A)INDIAN 27 27%
PRODUCT
(B)QUALITY 58 58%
PRODUCT
(C)REASONABLE 10 10%
PRICE
(D)NONE OF THESE 5 5%
TOTAL 100 100%
INTERPRETATION-
chosen option A, 58 respondents have chosen option B, 10 respondents have chosen
option C and 5 respondents has chosen option D, for their reason to purchase V.I.P brand.
56
Q.4 Do you think V.I.P bags are reasonable in terms of price?
A. Yes
C. Can’t say
B. No

RESPONDENTS
(A)YES 67 67%
(B)NO 12 12%
(C)CAN’T SAY 21 21%
TOTAL 100 100%
INTERPRETATION-
From the above data it can be inferred that out of 100 respondents, 67 respondents say
yes, 12 respondents say no and 21 respondents say that they can’t say that the V.I.P bags
are reasonable in terms of price.
57
Q.5 Which V.I.P brand warranty scheme satisfies you the most?
A. Sky bags C. wildcraft

RESPONDENTS
(A)SKY BAGS 59 59%
(C)WILDCRAFT 14 14%
(D)CAPRESE 3 3%
TOTAL 100 100%
INTERPRETATION –
From the above data it can be inferred that out of 100 respondents, 59 respondents
chosen Sky bags, 24 respondents chosen Aristocrat, 14 respondents chosen Wildcraft and
3 respondents has chosen Caprese brand.
58
Q.6 According to you which brand under V.I.P provides best discount policy?
A. Sky bags C. wildcraft

RESPONDENTS
(A)SKY BAGS 50 50%
(C)WILDCRAFT 17 17%
(D)CAPRESE 6 6%
TOTAL 100 100%
INTERPRETATION-
From the above data it can be inferred that out of 100, 50 respondents has chosen Sky
bags, 27 respondents has chosen Aristocrat, 17 respondents has chosen Wildcraft and 6
respondents has chosen caprese brand.
59
Q.7 Which brand under V.I.P do you think provides a good EMI for its product?
A. Sky bags C. Wild craft

RESPONDENTS
(A)SKY BAGS 47 47%
(C)WILDCRAFT 16 16%
(D)CAPRESE 4 4%
TOTAL 100 100%
INTERPRETATION-
chosen Sky bags, 33 respondents have chosen Aristocrat, 16 respondents have chosen
Wildcraft and 4 respondents have chosen Caprese.
60
Q.8 Are you satisfied with the variety of products available under the brand V.I.P?
A. Yes C. Can’t say

B. No

RESPONDENTS
(A)YES 56 56%
(B)NO 24 24%
TOTAL 100 100%
INTERPRETATION-
From the above data it can be inferred that out of 100 respondents, 56 respondents say yes,
24 respondents say no and 20 respondents say that they can’t say they are satisfied with the
variety of products available under the brand V.I.P.
61
Q.9 How satisfied are you with the advertising efficiency of brand V.I.P?
A. Highly Satisfied C. Dissatisfied
B. Satisfied D. Highly Dissatisfied

RESPONDENTS
(A)HIGHLY SATISFIED 35 35%
(B)SATISFIED 52 52%
(C)DISSATISFIED 9 9%
(D)HIGHLY 4 4%
DISSATISFIED
TOTAL 100 100%
INTERPRETATION-
From the above data it can be inferred that out of 100 respondents, 35 respondents are
highly satisfied, 52 respondents are satisfied, 9 respondents are dissatisfied and 4
respondents are highly dissatisfied with advertising efficiency of brand V.I.P.
62
Q.10 Are you satisfied with the workshop services of V.I.P?

B. No

RESPONDENTS
(A)YES 62 62%
(B)NO 19 19%
TOTAL 100 100%
INTERPRETATION-
yes, 19 respondents say no and 19 respondents say that they can’t say that they are
satisfied with the workshop services of V.I.P.
63
Q.11 Are the products of V.I.P are easily available to you?

B. No
PARAMETER NO. OF RESPONDENTS PERCENTAGE

(A)YES 72 72%
(B)NO 19 19%
(C)CAN’T SAY 9 9%
TOTAL 100 100%
INTERPRETATION-
From the above data it can inferred that out of 100 respondents, 72 respondents say
yes, 19 respondents say no and 9 say that they can’t say that the products of V.I.P
are easily available to them.
64
Q.12 How likely are you to consider V.I.P brand the next time you go for shopping?
A. very likely C. very unlikely
B. somewhat likely D. somewhat unlikely

RESPONDENTS
(A)VERY LIKELY 42 42%
(B)SOME WHAT 43 43%
LIKELY
(C)VERY UNLIKELY 10 10%
(D)SOME WHAT 5 5%
UNLIKELY
TOTAL 100 100%
INTERPRETATION-
considered option A, 43 respondents have considered option B, 10 respondents have
considered option C and 5 respondents have considered option D, regarding the
consideration of V.I.P brand for shopping.
65
Q.13 Would you like to prefer the products of V.I.P to others?
A. Yes
C. Can’t say
B. No

RESPONDENTS
(A)YES 73 73%
(B)NO 14 14%
TOTAL 100 100%
INTERPRETATION-
From the above data it can be inferred that out of 100 respondents,
73 respondents say yes, 14 respondents say no and 13 respondents say that they can’t say
that they would like to prefer the products of V.I.P to others.
66
Q.14 Do you agree that the products of V.I.P are more durable than any other products?
A. Yes
C. Can’t say
B. No
PERCENTAGE NO. OF PERCENTAGE

RESPONDENTS
(A)YES 68 68%
(B)NO 15 15%
TOTAL 100 100%
INTERPRETATION-
yes, 15 respondents say no and 17 respondents say that they can’t say that they agree that
the products of V.I.P are more durable than any other product.
67
Q.15 How much you would like to rate for the products of V.I.P?
A. 5 stars C. 3 stars
B. 4 stars D. 2 stars

RESPONDENTS
(A)5 STARS 38 38%
(B) 4 STARS 48 48%
(C) 3 STARS 9 9%
(D)2 STARS 5 5%
TOTAL 100 100%
INTERPRETATION-
given 5 stars rating, 48 respondents have given 4 stars rating, 9 respondents have given 3
stars rating and 5 respondents have given 2 stars rating for the products of brand V.I.P.
68
CHAPTER 5: CONCLUSION
5.1 Findings of the Study
5.2 Suggestions of the Study
5.3 Conclusion
69
CONCLUSION
5.1) FINDINGS OF THE STUDY
Based on the data gathered by administrating schedules to customer the following

observations are made.
➢ 62% of respondents are preferring sky bags, 19% of respondents are preferring
Aristocrat, 13% of respondents are preferring Wildcraft and 6% of respondents are
preferring Caprese as their travel accessories under the brand V.I.P.
➢ 55% of respondents have heard about V.I.P brand through TV ADDS where as 17%
of respondents have heard about V.I.P brand through hand outs and 20% of them
have heard about the brand through word of mouth.
➢ 58% of people buy V.I.P bags because of its fine quality products, where as 27% of
people buy it because it is an Indian product and 10% of people buy it because of its
reasonable price.
➢ 67% of people agree that the products of brand V.I.P are reasonable in terms of price,
where as 12% of people do not agree that the products of V.I.P brand are reasonable
in terms of price and 21% of people say that they are not sure about that the products
of brand V.I.P are reasonable in terms of price.
➢ 59% of respondents think that warranty scheme provided by sky bags under the brand
V.I.P satisfies them the most, where as 24% of respondents are satisfied with the
warranty scheme provided by Aristocrat and 14% of respondents are satisfied with
the warranty scheme provided by Wildcraft.
➢ 50% of the people are satisfied with the discount policy provided by sky bags, where
as 27% of people are satisfied with the discount policy provided by Aristocrat, 17%
of people are satisfied with the discount policy provided by Wildcraft and 6% of
them are satisfied with the discount policy provided by Caprese.
➢ 47% of people thinks that sky bags provide a good EMI for its product, where as 33%
of people are satisfied with Aristocrat, 16% of people are satisfied with Wildcraft and
20 % of people are satisfied with Caprese regarding there EMI policy for the
products.
70
➢ 50% of people are satisfied with the variety of products available under the brand
V.I.P, where as 24% of people are not satisfied and 20 % of people are not sure that
they are satisfied or not with the variety of products available under the brand V.I.P.
➢ 52% of people are satisfied with the advertising efficiency of brand V.I.P, where as
35% are of them are highly satisfied, 4% are highly dissatisfied and 9% of them are
dissatisfied.
➢ 62% of people are satisfied with the workshop services provided by brand V.I.P,
where as 19% are not satisfied and 19% are not sure about it.
➢ 72% of people are agree that the products of brand V.I.P are easily available to them,
where as 19% of people do not agree and 9% of people are not sure about it.
➢ 42% of people are likely to purchase brand V.I.P again in future, where as 43% are
some what likely, 10% are very unlikely and 5 % are some what unlikely to purchase
the V.I.P brand.
➢ 72% of people are willing to prefer the products of V.I.P to others also, where as 14%
of people are not and 13% of people are not sure that they want to prefer the products
of V.I.P brand to others.
➢ 68% of respondents agree that the products of brand V.I.P are more durable than any
other products, where as 15% of people do not agree and 17% of people are not sure
about it.
➢ 38% of people has given 5- star ratings ,48% of people has given 4-star ratings to the
brand V.I.P where as 38% of people has given 5-star ratings to the brand V.I.P.
71
5.2) SUGGESTIONS OF THE STUDY
The study is aimed at analyzing advertising efficiency and customer satisfaction with sample
100 members, which has helped in getting an overall view of customer satisfaction towards
the brand V.I.P considering different criteria.
➢ Recommendation brand V.I.P should improve its advertising strategy to attract more
customers.
➢ Should come up with new variety of products.
➢ Customer care services should be provided appropriately.
➢ Brand V.I.P should enhance its brand image to attract large number of customers.
➢ Large range of products is increasing the gap between supply & demand. Brand V.I.P
should standardize the products. Product should be available at the time of demand sales
& marketing should be proactive & should plan before the demand by estimations.
➢ Customers are of the neutral opinion regarding the durability and future purchase of the
products of brand V.I.P.
72
5.3) CONCLUSION
Today, businesses around the world, both large and small, cannot ignore the impact that
the global economy is having on their performance. Globalization, the internet, and
information transparency have led to an increasingly mobile workforce, ever more fickle
customers, and rapidly changing technologies and business models. One result of this
seemingly inexorable trend is that companies are less able to predict - let alone control - the
short-term shape of their own markets.
As a result, more and more organizations are choosing to adopt a marketing led philosophy
to enable them to win market share and capture and retain the hearts and minds of current
and prospective customers. Advertising is becoming more important as organizations around
the world strive to develop products and services that appeal to their customers and aim to
differentiate their offering in the increasingly-crowded global marketplace.
These complex issues heighten the need for effective advertising whilst expanding its scope
beyond the ‘advertising function’. Put simply, advertising is no longer the sole prerogative
of a single ‘function’, even if the leadership on marketing comes from that function, together
with the framework within which advertising strategies are conceived, developed, planned,
executed, reviewed and improved.
We have discussed advertising strategies of brand V.I.P and have conducted various tests
like SWOT ANALYSIS and filling of QUESTIONNAIRE by customers to conduct this
study and we conclude that brand V.I.P has one of the best advertising strategies but there is
more scope to improve the advertising efficiency.
73
BIBLOGRAPHY
https://en.m.wikipedia.org/wiki/VIP_Industries
https://stock-financials.valuestocks.in/en/vip-industries-company-profile
https://www.indiainfoline.com/company/v-i-p-industries-ltd/share-price-historical-
data/720
https://vipindustries.co.in/brands.php
https://www.vipbags.com/product-categories/
https://trendlyne.com/equity/swot-buy-or-sell/1488/VIPIND/vip-industries-ltd/strengths/
https://m.marketscreener.com/quote/stock/VIP-INDUSTRIES-LIMITED-
/
74
APPENDIX
75
Questionnaire
Q.1 Which of the following V.I.P brand travel accessories you would like to prefer the
most?
A. Sky bag
B. Aristocrat
C. Wildcraft
D.Caprese
Q.2 How did you came to know about the brand V.I.P?
A. Word of mouth
B. TV adds
C. Hand Outs
D. None of these
Q.3 Mention your reason to purchase V.I.P bags?
A. Indian product
B. Quality product
C. Reasonable price
D. None of these
76
Q.4 Do you think V.I.P bags are reasonable in terms of price?
A. Yes
B. No
C. Can’t say
Q.5 Which V.I.P brand warranty scheme satisfies you the most?
A. Sky bags
B. Aristocrat
C. wildcraft
D. Caprese
Q.6 According to you which brand under V.I.P provides best discount policy?
A. Sky bags
B. Aristocrat
C. wildcraft
D. Caprese
77
Q.7 Which brand under V.I.P do you think provides a good EMI for its product?
A. Sky bags
B. Aristocrat
C. Wild craft
D. Caprese
Q.8 Are you satisfied with the variety of products available under the brand V.I.P?
A. Yes
B. No
C. Can’t say
Q.9 How satisfied are you with the advertising efficiency of brand V.I.P?
A. Highly Satisfied
B. Satisfied
C. Dissatisfied
D. Highly Dissatisfied
78
Q.10 Are you satisfied with the workshop services of V.I.P?
A. Yes
B. No
C. Can’t say
Q.11 Are the products of V.I.P are easily available to you?
A. Yes
B. No
C. Can’t say
Q.12 How likely are you to consider V.I.P brand the next time you go for shopping?
A. very likely
B. somewhat likely
C. very unlikely
D. somewhat unlikely
79
Q.13 Would you like to prefer the products of V.I.P to others?
A. Yes
B. No
C. Can’t say
Q.14 Do you agree that the products of V.I.P are more durable than any other products?
A. Yes
B. No
C. Can’t say
Q.15 How much you would like to rate for the products of V.I.P?
A. 5 stars
B. 4 stars
C. 3 stars
D. 2 stars
80
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Submitted in Partial Fulfilment for the Award of

PROJECT GUIDE SUBMITTED BY

ST. THOMAS COLLEGE, BHILAI

Dr. Susan R. Abraham

Dr. M.G. Roymon

Gurpreet Kaur Gill

My special thanks to our respected H.O.D Department of Management Studies, Dr.

GURPREET KAUR GILL

CHAPTER-2: COMPANY PROFILE 17-48

CHAPTER-3 RATIONALE OF THE STUDY 49-52

CHAPTER-4: DATA ANALYSIS AND INTERPRETATION 53-68

CHAPTER-5: CONCLUSION 69-73

1.1 Concept of Advertising

1.1.2: Importance of Advertising.

1.2 Steps involved in the Advertising Process

1.3 Methods used in the Advertising Process

1.3.2 : Modern Methods

Advertising is a promotional activity which aims to sell a product or service to a target

Generally marketing communication is undertaken to pass on the message of a product or sale

1.1) CONCEPT OF ADVERTISING

According to Richard Buskirk, “Advertising is a paid form of non-personal presentation of

According to William J. Stanton, “Advertising consists of all the activities involves in

1.1.1) OBJECTIVES OF ADVERTISING

A most important aspect of Advertising is to differentiate the product or the service

• Value For Money

1.1.3) EVOLUTION OF ADVERTISING

Advertisements have been around for thousands of years.

• THE 17TH CENTURY

• THE 18TH CENTURY

• THE 19TH CENTURY

• THE 20TH CENTURY

• THE 20TH CENTURY (LATERPART)

• THE 21ST CENTURY

New Forms of Native Advertising-One of the ways to attract viewers is to introduce

1.2) STEPS INVOLVED IN ADVERTISMENT PROCESS

The following are the steps involved in the process of advertising:

1.3) METHODS USED IN ADVERTISEMENT

1.3.1) Traditional Methods

Modern Advertising Methods :-

Web Banner Advertising

Digital or Online Advertising

Digital advertising or online advertising or Internet advertising or web advertising is a form of

Contextual advertising is targeted advertising for advertisements appearing on websites or other

Keyword advertising is a form of online advertising where advertisers pay to have an

2.1 : About V.I.P

2.3 : Advertising and pricing strategy of V.I.P

VIP Industries is India's largest luggage manufacturing company which manufactures

2.1) ABOUT V.I.P

VIP Industries Limited is engaged in the business of manufacturing and marketing of

2.1.2) Vision & Mission

Mission: - To partner leading companies with hard working dedicated employees to

enhance and promote our communities’ economic success.

We Embrace Challenge – We proactively resolve issues through innovative thought,

creativity, superior communication and determination.

the world through the eyes of those we serve.

Compassionate: When we are compassionate, we listen, we ask questions, we try to

2.1.3) Board Of Directors

• Mr. Dilip G. Piramal (Chairman)

• Ms. Radhika Piramal (Executive director and managing director)

• Mr. Anandya Dutta (Managing director)

• Mr. Amit Jatia

• Ms. Nisaba Godrej