SUMMER TRAINING PROJECT REPORT
ON
“Marketing of Textile items with reference to
M/s. Sarita Textiles Pvt. Ltd.”
In the partial fulfillment of requirement of Post Graduate Diploma in Business Management
(2008-2010)
SUBMITTED TO:SUBMITTED BY:DIRECTOR (ACADEMICS) Heda IIMT, Greater Noida RMR-1026
Vikas Enr. No.-
ISHAN INSTITUTE OF MANAGEMENT &TECHNOLOGY 2,Knowledge Park-1, Greater Noida,Gautam Budh Nagar
1
Uttar Pradesh Website:www.ishanfamily.com,E-mail: Website:www. ishanfamily.com,E-mail: ishan_corporate
[email protected] @yahoo.com
PREFACE
All students learn theoretical subjects in their classroom, but as we are the management students, apart from theoretical studies we need to get a deeper insight into the practical aspects of those theories by working as a part of organization during our summer training. Training is a period in which a student can apply his theoretical knowledge in practical field. So this training has high importance as to know how both the aspects are applied together. The study of management acquires most crucial position in the business administration. In order to be successful, it is necessary to give priority to the management in an organization. But it canno cannott be denied denied that that the study study of mana managem gement ent would would be more more educa educatio tional nal,, materialistic and even more interesting, if it is to be paired with the work in organization as an employee. The training session helps to get details about the working process in the organization. It helped me to know about the organizational management and discipline, which has its own importance. importance. The training is going to be a lifelong experience. A comprehensive understanding of the principle will increases their decision-making ability and and shar sharpe pens ns thei theirr tool tools s for for this this purp purpos ose. e. Duri During ng the the curr curric icul ulum um of mana manage geme ment nt programmers a student has to attain a practical exposure of an organization on live project in addition to theory one studies. This Project Report has been completed in Partial fulfillment of my management Program, Post Post Gradu Graduate ate Diplom Diploma a in Retai Retaill Manag Managem ement ent (PGDR (PGDRM) M) in the compan company y M/s. M/s. SARITA SARITA TEXTILES PVT. LTD. which is a growing TEXTILE COMPANY. The objective of my project was to know, how Marketing helps system in increasing its sales. Vikas Heda PGDRM, 14th Batch Ishan Institute of Management Management & Technology Technology
ACKNOWLEDGEMENT At the very outset I would like to extend my sincere gratitude to all those who have provided their assistance and co-operation during the project work “Marketing “Marketing of Textile items with reference to M/s Sarita Textiles Pvt. Ltd.” I take this opportunity to thank everyone who took concern in the successful completion of this project. To be more specific, at very outset, I would like to thank Mr. Akhil Maheshwari (Distribution Manager), M/s. Sarita Textiles Pvt. Ltd. for for guid guiding ing me thro throug ugho hout ut the the proj projec ect. t. Say Say for for prov provid idin ing g all all the nece necess ssar ary y information I need regarding the project in time, without which the completion of this project would be, a Herculean task or almost next to impossibility. I express my sincere gratitude to the honorable Chairman Sir Dr. D.K.Garg of Ishan Institute of Management and Technology for their moral support and guidance, on the ground of which I have acquired a new n ew field of knowledge. I am also thankful to M/s. Sarita Textiles Pvt. Ltd. for giving me the opportunity to undertake the study in their organization. Without the co-operation of the management and employees this project study would not have materialized.
Vikas Heda
Ishan Institute of Management and Technology, Greater Noida.
DECLARATION
I, Vikas Vikas Heda Heda, student of Ishan Institute Institute of Managem Management ent & Technolo Technology, gy, Greater Noida hereby declare that the projects entitled “ Marketing of Textile items items with with refere reference nce to M/s. M/s. Sarita Sarita Texti Textiles les Pvt. Pvt. Ltd.” Ltd.” is a original work carried on by me is submitted in partial fulfillment of the requirement for Post Graduate Diploma in Management under the guidance of Mr. Akhil Maheshwari, Distribution Manager (M/s. Sarita Textiles Pvt. Ltd, Surat).
It the original project and I have followed all the guidance and instructions issued by the Institute as well as from the company from time to time for the preparation of this project.
---------------------------------------------VIKAS HEDA Enr No.: RMR-1026 PGDM (RM)
TABLE CONTENTS
TITLE PAGE
PREFACE 2 ACKNOWLEDGEMENT 3 DECLARATION 4
CHAPTER 1: INTRODUCTION 11 ►
OBJECTIVE OF STUDY
12 • •
BUILDING THE MANAGERIAL FRAMEWORK SPECIFIC OBJECTIVES
►
HISTORY OF TEXTILE IN INDIA
►
IMPORTANCE OF STUDY OF TEXTILE
14 15 ►
SCOPE OF STUDY
►
NEED OF STUDY
►
LIMITATION OF STUDY
16 18 20
►
SOCIAL CRITERIA OF STUDY
►
TEXTILE CONTRIBUTION TO INDIAN ECONOMY
21 22
CHAPTER 2: MARKETING OF TEXTILE ITEMS IN INDIA 23 ►
INTRODUCTION
►
TERMS USED IN TEXTILES
24-26 27-71 •
•
TEXTILE TERMS EMBROIDERY TERMS
►
MARKETING STRATEGY
►
THE SET OF CONTROLLABLE TACTICAL TOOLS
►
THE SET OF 4P’S FOR SARITA
71-72 72 72-73 ►
MARKETING IN DAILY PRACTICES
►
THE TEXTILE SUPPLY CHAIN
74-76 76-80
► THE COMPETITIVENESS OF INDIAN TEXTILE INDUSTRY80-82
CHAPTER 3: MAJOR TEXTILE MARKETS ►
INTRODUCTION OF MARKETS
►
SURAT
84-85 86-91 •
SWOT ANAYALSIS OF SURAT
►
TAMILNADU POWERLOOM INDUSTRY
►
BANGALORE
►
FOREIGN MARKETS
94 95-96 97-99 • •
USA JAPAN
CHAPTER 4: THE COMPANY PROFILE & PRODUCTS ►
NAME
►
HEAD OFFICE
101 101
►
BRANCH OFFICE
►
DEPOTS
101 102-03 ►
ABOUT THE COMPANY
104-10 SARITA GLOBAL OFFER GLOBAL RETAILER SERVICES COMPANY PROFILE IN BRIEF TWO WORDS OF THE CHAIRMAN
• • • •
•
► 111-13
PRODUCTS- INTRODUCTION OF PLC & STRATEGY PRODUCT LIFE CYCLE& NEW PRODUCT STRATEGY BRANDING & NEW PRODUCT STRATEGY
• •
► 114-34
SARITA’S PRODUCTS Industrial Products THREAD WOVEN YARN FIBRE FABRICS
• • • • •
Consumer Products ►
SPECIALITY OF SARITA’S PRODUCTS
CHAPTER 5: BUSINESS STRATEGY 138 ►
INTRODUCTION
139 ► 140-42
PERSONAL POLICIES
►
PROCESS OF MAKING FINISHED GOODS
►
BUSINESS PROCESS
143-44 145-47 ►
BUSINESS STRATEGY
148-51 BENEFITS OF CHOOSING STRATEGY THE POWER OF STRATEGY
• •
►
DEPENDENT CHANNEL ARANGEMENT
►
DISTRIBUTION SYSTEM
152 153-162 • • • •
►
FACTORS CREATING DISTRIBUTION STRATEGY TAGRET MARKET ANAYALSIS COMPETITIVE ANAYALSIS INVENTORY MANAGEMENT (A)INTROCUTION (B) RACKING 101
BASICS OF STRATEGY IN TEXTILE ACCORDING
INDIAN ECONOMY 163-64
CHAPTER 6: MARKETING & SALES DEPT ►
MARKETING
INTRODUCTION
166-70 • • •
► 171-72
MARKETING STRATEGY FINANCIAL OBJECTIVES MARKETING OBJECTIVES
SALES
►
TIE UP WITH MILLS
►
KEY STAFF
►
MANAGERIAL HIRARCHY
173-74
175 176-77
CHAPTER 7: PROMOTION AND MARKETING SCHEMES ►
PROMOTION ISSUES
►
MARKETING SCHEMES
►
MARKET DISTRIBUTION
179-81 181-83 183-86 • •
►
PRODUCT PROMOTION
PROMOTIONAL STRATEGY
186-189 • •
SIGNIFICANCE OF PROMOTIONS PROMOTIONS METHODS
CHAPTER 8: FINDINGS
►
INTRODUCTION
►
AIMS AND OBJECTIVES
►
MARKETING STRATGIES
►
METHODOLOGY
►
OVER ALL FINDINGS OF NORTH BELT
►
VARIOUS BRANDS OF SARITA BEING USED BY
191-92 192 193 193 194-98
THE TEXTILE IN NORTH BELT
CHAPTER 9: SUGGESTIONS 199-201 •
SWOT ANAYALSIS WITH MY EXPERIENCE
CHAPTER 10: MY EXPERIENCE AND LEARNINGS 202-203 • •
MY EXPERENCE WITH SARITA TEXTILES MY LEARNINGS FROM THE PROJECT
WORD OF THANKS………….. 204
CHAPTER 1: INTRODUCTION ►
OBJECTIVE OF STUDY • •
BUILDING THE MANAGERIAL FRAMEWORK SPECIFIC OBJECTIVES
►
HISTORY OF TEXTILE IN INDIA
►
IMPORTANCE OF STUDY OF TEXTILE
►
SCOPE OF STUDY
►
NEED OF STUDY
►
LIMITATION OF STUDY
►
SOCIAL CRITERIA OF STUDY
►
TEXTILE CONTRIBUTION TO INDIAN ECONOMY
OBJECTIVE OF STUDY
Summer training training project goal is to help students become effective managers in today’s competitive, competitive, global environmen environment. t. The fundamental fundamental unit of work in all organizations is processes; the focus of the project is on the different
marketing marketing processes in the field of of marketing of the organizatio organization. n. Emphasis is given on discovering the challenge of both managing and understanding the the relati relation on of activ activiti ities es throu through ghou outt the orga organi nizat zatio ion n with, with, and how how the marketing functions fits into the organization. A project cum training is an esse ssential tial part art
of
PGDM GDM
curri rricul culum.
This
stu study
was
con conducte cted
on
“Marketin Marketing g of Textile Textile items items with reference reference to M/s Sarita Textiles Textiles Pvt. Ltd”. Building the Managerial framework:
The Marketing of of Textile items as Summer Summer Training Training Program Program is designed to facilitate the professional development of young talent and identify talented culture-fit employees for the company's Management Trainee program. The Summ Summer er Train rainee ee prog progra ram m prov provid ides es a lear learni ning ng of the the vaga vagari ries es and and complexities of the company’s business 'from the ground up'. With valuecreating live projects, the intern begins appreciating the intricacies of our functions and the impact that it has on business. The quality and content of projects provides an opportunity to complement our classroom learning with hand hands-o s-on n exper experien ience. ce. A struct structure ured d assess assessmen mentt proce process ss at some some of the the country's premier business schools ensures that the company hires the right talent talent to groo groom m them them into into senior senior manag manageme ement nt posit positio ions. ns. A struct structur ured ed assess assessme ment nt proc process ess at some some of the coun country try's 's premie premierr busin business ess schoo schools ls ensures that the company hires the right talent to groom them into senior management management positions. The learning experience is also spiced up with valuecrea creati ting ng proj projec ects ts in the the func functi tion onal al stin stints ts.. Grou Ground nd lear learni ning ng are are furt furthe herr consoli consolidate dated d with structur structured ed classroo classroom m sessions sessions from the field field manager managers s them themse selv lves es and and a Comm Commun unit ity y Deve Develo lopm pmen entt stin stintt help helps s the the lead leader ers s of tomorrow to relate to their environment with the company’s commitment to the communities that we work in.
Specific Objective:
(1) To determ determine ine the the factors, factors, which which persu persuade ade the the retailer retailer and and agent agent for sale of our products
(2) (3)
To find out the company’s position in the textile market To find out the market share of sarita textile against its competitors
(4)To get the analysis of current market trend, demand forecast (5)To study the impact of market activation on consumers and finding out the impact of marketing marketing activation material in general trade through running various shorts of promos at the time of any new product launch and scheme. (6)To study how to launch any new product and scheme in the competitive market. (7)To understand the consumer behavior. (8)To understand the fundamental application of textile industry at the time of promotional activity of products. (9)To study the evolution, function, importance and legal frame work of the Indian textile Industry. (10)To make sustainable strategy to ensure companies sales growth.
HISTORY OF TEXTILE IN INDIA The history of textiles in India dates back to the use of mordant dyes and prin printin ting g bloc blocks ks around around 3000 3000 BC.
The The divers diversity ity of fibre fibres s foun found d in India, India,
intri intricat cate e weavi weaving ng on its statestate-ofof-ar artt manu manual al loom looms s and its organ organic ic dyes dyes attr attrac acte ted d buye buyerrs from from all all over ver the the worl world d for for cent centur urie ies. s.
The The Brit Britis ish h
colonization of India and its industrial policies destroyed the innovative ecosystem and left it technologically impoverished. Independent India saw the building up of textile capabilities, diversification of its product base, and its emergenc emergence, e, once again, again, as an important important global global player. player. Today, Today, the textile textile and app apparel sec sector tor employs loys 35.0 mn peop eople (and and is the the 2 nd largest employer), employer), generates generates 1/5th of the total export earnings and contributes 4 per cent cent to the the GDP GDP ther thereb eby y maki making ng it the the larg larges estt indu indust stri rial al sect sector or of the the country. country. This textile economy economy is worth worth US $37 bn and and its share of the global global market is about about 5.90 per cent. The sector aspires aspires to grow its revenue revenue to US $85bn, its export value to US $50bn and employment to 12 million by the year 2010 (Texmin 2005).
IMPORTANCE OF STUDY OF TEXTILE
The Indian textile industry is structurally flawed and its efficiency and growth depends upon the corrective measures and their effectiveness. This process of improving the structural aspects of the industry was initiated in the 1985 Textile Policy, which for the first time took a sectoral view of the industry. The government is spelling out the need for an integrated approach whereby all sectors will be modernised synchronously. synchronously. This integrated approach is felt to help help the the text textil ile e indu indust stry ry to achi achiev eve e a reas reason onab able le leve levell of upgr upgrad aded ed production technology and make it strong enough to face the changed competitive global scenario from the year 2005. In order to meet the changed competitive conditions due to globalisation and liberalisation of the economy, there is an urgent need for upgrading the technology levels currently prevailing in the weaving segment, particularly the YARN & DYED sec sector. All these call for the preparation and implementation of proper action plan in which all the stake- holders i.e., the government, the weavers and the other interest groups get fully involved.In orde orderr to prep prepare are an effect effective ive persp perspect ectiv ive e plan plan spread spread over over 3-5 years years of modernisation for this important sector, this study on the status of the powerloom sector in GUJARAT with focus on modernisation has been carried out during AugustDecember 2002.
