allen solly.docx

Chapter -1 INTRODUCTION

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INTRODUCTION TO ADITYA BIRLA

Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo Ltd, is one of India‘s fastest growing branded apparel companies and a premium lifestyle player in the retail sector. After consolidating its market leadership with its own brands, it introduced premier international labels, enabling Indian consumers to buy the most prestigious global fashion wear and accessories within the country. The company‘s brand portfolio includes product lines that range from affordable and mass-market to luxurious, high-end style and cater to every age group, from children and youth to men and women. Madura Fashion & Lifestyle is defined by its brands — Louis Philippe, Van Heusen, Allen Solly, Peter England and People — that personify style, attitude, luxury and comfort.

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Vision To be a premium conglomerate building leadership in businesses and creating value for all the stakeholders.

Mission Investing in promising sectors Building leadership in businesses A platform to drive synergy of resources Delivering best value to all the stakeholders To be a responsible corporate citizen

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INTRODUCTION All business operation revolves around customer satisfaction and service, the main purpose of the business is to create a profitable market for their products or service and hence to create a customer, ‗god made men and men made market‘. Marketing has a special significance in the modern management of the business and industry and is one of the managerial concepts unless it is properly understood and many of the business or industrial enterprise will collapse or prove failure. Over the years marketing has undergone a tremendous change both its role and functions are forced to evolve new methods and techniques to deal with the existing problem more efficiently. The aim of the modern business is to satisfy the consumers and there by earn profit the main interaction and aim is to prove quality products at cheaper rates to customer with the rapidly increase in production of a wide range of production. Marketing was assumed greater importance in recent years. Thus, the marketing is ―creating and delivering of standard of living to the society‖ In modern markets consumer is the ‗king‘ so a producer‘s faith is decided by the action of the consumer that is either buying the product or rejecting it so producer tries hard to achieve to give competitive efficiently over the other by adopting new technologies in production and production measures. Market is consumer oriented and starts with the determination of consumer expectation and ends with their satisfaction marketing program 5

starts from the product idea does not and until customer wants are adequately satisfied. The consumer taste differs and hence the forecast of changes, marketing plan and program can be attained only by day to day reports which involve present conditions and demand in the market only. Such reports can help the marketer to attempt for the change and obtained the desired goals. Emergence of buyer‘s market and increasing competitions demanded continuous need for marketing research to ensure maximum consumer satisfaction and repeated purchase and to lay down appropriate marketing strategies to meet the competitive marketing strategies to meet competitions to serve and growing competitive market. Marketing research has a bright future in the natured economy. Marketers are called upon to anticipate changes in the marketing environment involving opportunities link and uncertainties. They are requested to forecast the direction and intensity of the future changes in the environment and there adjust their plans to meet anticipated changing environments. This project report offers detailer regarding marketing of Allen Solly Jeans under Aditya Birla, Ludhiana.

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COMPANY PROFILE

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COMPANY PROFILE Introduction Allen Solly was founded in 1744 by a company called William Hollin and Co Ltd. The brand was purchased sometime in the 90's by a new company called Madura Garments which was a part of Madura Coats. Madura Coats was a big producer of threads.

The Vision Of Allen Solly: The company aimed to emerge as a brand which was totally new and did not stick to conventions. ―Friday Dressing‖ was introduced to give the company a stronghold. Initially the Indian markets were not open to experimental apparel for men. Friday dressing by Allen Solly gave Indian corporate a chance to transform their wardrobes. The new formal wear was relaxed and not boring. The Aditya Birla Group took over Allen Solly in 2001

Allen Solly created ripples in the Indian market by releasing new rules in corporate dress code titled ‗Friday Dressing‘. It trashed whites and greys thereby making the corporate world a colourful and vibrant place. Originating from the large portfolio of international brands of Coats ViyellaUK, Allen Solly is targeted at young, contemporary corporate who was ready to challenge conventions and create their own identity. Encouraged by its progress, over the years the brand has evolved to achieve a high fashion quotient and appeal through its exciting, fashionable merchandise and aspiration imagery. Focus on accessories such as eyewear, watches and women's bags; have added to the lifestyle quotient of the brand. There are today more than 30 product categories to its portfolio. 8

Introduction and History of the Firm: ‗Zaheer‘s Fashion‘ exclusive showroom of ‗Allen Solly‘ has been incorporated on 12th January 2011. It is located at Ganga Arcade B.H Road, Bangalore. The name of the firm is Zaheer‘s Fashion ‗Allen Solly‘ Showroom. Mr. Mohammed Zaheer is the franchisee. Mr. Mohammed Zaheer is active and multitalented persons in business field. He has experience in attracting the customers and improves the sales of the firm. ‗ALLEN SOLLY‘ is the name which stands for branded and good quality cloths and accessories. In their showroom they deal with the Allen Solly, Friday dressing, and Women‘s wear.

Capital Structure: Capital is regarded as the life blood of the business enterprises inefficient financial management paralysis the activity of the firm. Hence it is essential that the finance function should be well organized in the firm. Financial management refers to all those managerial activity that are concerned with ascertainment of the finance. Initially capital should be deposited the franchisee Zaheer‘s Fashion to the franchisor Allen Solly company before starting business. There is an agreement between franchisee and franchisor about the terms and conditions of the company, on that basis capital structure has been 9

designed. After the agreement the franchisee pays full or half amount which was fixed by the franchisee or franchisor. After depositing the amount, the company person visits the place where the business should be commenced, to know the terms and conditions of the company are fulfilled regarding store length, width and commercial place. For furniture and interior design, the payment has been made by the franchisee (initially).After the certain period that is within six months, the company will pay the interior initially amount in the form of stock or on the basis of the terms and conditions made between franchisee and franchisor. They planned a proper capital structure, where to invest and amount of investment in a particular aspect. Particulars

Amount(Rs)

Investment

Rs.50,00,000

Shop Advance

Rs. 10,00,000

Fitting and Interior

Rs.15,00,000

Others

Rs.5,00,000

Total

Rs.80,00,000

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Organization Pattern: Expenses are incurred by the firm monthly are shown below: Particulars

Amount(Rs) Rs.18,000

Salaries: Store manager Assistant store Manager

Rs.12,000

Sales man

Rs.8,000

Helper

Rs.4,000

Security

Rs. 3,000

Electricity

Rs. 5,000

Insurance

Rs.15,000

Miscellaneous

Rs.8,000

Shop rent

Rs.25,000

Total

Rs.98,000

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Firm Organization Structure

Area sales manager Orders Payments and inventory

Franchisee owner Cash and Inventory Store manager

Staff

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Training & Development & HR policies salaries

Firm Staff members

Proprietor

Store manager

Assistant Store manager

Sales person

Sales person

Helpers

Security

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Sales person

History - Allen Solly In India Launched in India in 1993, Allen Solly brought about a completely new concept to menswear in India — Friday Dressing. In the years that followed, the brand, with its Anglo-American heritage, proved to be the most innovative of the Madura Fashion & Lifestyle's brands. Today it is one of India's most popular and easily recognized brands in the branded premium apparel segment. Consumers understand it as a vibrant and upbeat work wear brand. Allen Solly‘s recall with Friday Dressing is clearly the strongest.

Convention is not a word that exists in the brand's vocabulary, and from the beginning, the brand not only broke the rules of formal workplace dressing, but also re-wrote them. The dull world of business dressing with its greys and whites was shaken up by Allen Solly, which unapologetically added vibrant dashes of color to its formal wear lines. The approach paid off, spawning

many

imitators.

Nevertheless,

the

unconventional,

yet

unmistakable Allen Solly Man never lost his place in the spotlight.

AWARDS Most Admired Brand - Women‘s Wear IFA 2004 & 2005 & 2007 Most Admired Brand – Trousers IFA 2005 Most Admired Brand - Smart Casuals IFA 2006 Objectives  Allen Solly is keen to tap into this large opportunity by strengthening what its best known for – Friday Dressing. Going forward, the brand‘s 14

core positioning will broaden the meaning of Fridays by emphasizing its spirit defined as upbeat, relaxed and effortless without ever losing sight of the target. It advocates the need to ―lighten up the workplace‖.  The brand has ensured that its range of products is stylish, fashionable and sufficiently casual – i.e. work appropriate. This is clearly aimed at young professionals/entrepreneurs who are ahead of the curve, open to experiments and believe in looking distinct.  Work culture is more relaxed and hence organizations do not impose strict dressing norms.  New age workforce is keen to look stylish, fashionable and most importantly express their distinct individuality. This is obviously best expressed through apparel and accessories.  Entrepreneurship/off-beat professions are gaining ground thereby providing a promising opportunity for work casuals.

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Vision The company aimed to emerge as a brand which was totally new and did not stick to conventions.

Friday Dressing was introduced to give the company a strong old. Initially the Indian markets were not open to experimental apparel for men. Friday dressing by Allen Solly gave Indian corporate chance to transform their wardrobes. The new formal wear was relaxed and not boring. The brand‘s vision is to lighten up the workplace through a whole new range of preppy work casuals in bold colors, innovative fabric and young fits. Not only do these garments individually brighten up the work environment, but they also lend themselves to lateral coordination with each other, and the impact of the sum is greater than the individual parts Allen Solly, in keeping with the spirit of the brand‘s core and legendary ‗Friday Dressing‘ tagline, recently unveiled its new retail identity at its Indira nagar store in Bangalore. The new identity takes inspiration from the brand‘s strong Nottingham heritage, which has been rendered in a very modern and contemporary manner. Nottingham is Allen Solly‘s birthplace and a city of stags.

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Brand Position Allen Solly, which was launched in India in 1993, has proved to be the most innovative brands of Madura Fashion & Lifestyle. India‘s most popular and easily recognized brand, Allen Solly – with its Anglo-American heritage – introduced a completely new concept to menswear in India – Friday Dressing. Allen Solly was the first brand in India to introduce Western wear for the working women in 2002. Allen Solly is one of the most salient and best distributed women‘s-wear brand in the country and we have aggressive plans to strengthen the position. Allen Solly was the first brand in India to introduce Western wear for the working women in 2002. Ten years later, it launched Friday Dressing for the young woman professional. It is a range of work-casuals that will redefine work-wear for women in India. The range exudes sophistication, is chic, fashionable and sufficiently casual while being work appropriate.

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This collection of summer dresses from Allen Solly is light weight, comfortable and stylish with invariable floral designs. Enjoy the arrival of summer with beautiful sun dresses or floral printed summer top that can be paired with denim or shorts which gives you a sense of liberty and warmth. Brighten up your day and be the head turner in a summer party at home by flaunting the blue floral print dress or if you are planning a day out with your friends a casual short sleeved pleated dress in liberty print will be the right choice for you to look stunning. So, ladies out there, gear up for the sunny season of style with Allen Solly. Prices starting at Rs 1599/-

FUTURE PROSPECTS OF COMPANY Popularizing ‘Friday Dressing’ across India

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Allen Solly one of the four apparel brands from Madura Fashion and Lifestyle is on an aggressive growth mode. Fashion and Lifestyle is the branded apparel business of Aditya Birla Group. It has four readymade apparel brands— Louis Philippe, Van Heusen, Peter England and Allen Solly. The former three brands sell mainly formal wear and Madura has planned aggressive growth strategy for all three brands. This is in response to growing consumer demand for branded apparel. In Allen Solly, the company registered sales of Rs 500 crores at retail price for the year ended March 2011. In the next three years, Madura wants to double Allen Solly brand‘s revenue with a CAGR of 30 per cent. In the last three years, the brand‘s revenue has grown three times with a CAGR of 40 per cent. Allen Solly has created a niche since its launch in 1993 and suits consumers who prefer a clothing range that falls between formal and casual wear. Its women‘s range has also got tremendous response and the company expects the growth of women‘s wear to outpace men‘s wear this year. Allen Solly will also consider extending the brand portfolio to accessories such as shoes and bags by 2012-13. As a part of retail expansion, the company will add around 40-50 Allen Solly stores in 2011-12 and touch 300 stores by 2012-13. The average store size would be around 1,800 sq. ft. with a capital investment of Rs 40 lakh for each store. The current ratio of company-owned and franchised stores stands at about 70:30. Madura will invest around Rs 10 crores a year to launch new stores. Allen Solly women‘s wear is currently available in around 70 stores which would be increased by adding 25 women‘s only stores in next two years.

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PRODUCT PROFILE

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INTRODUCTION Today, the brand appeals to that section of consumers who are young and want to create their own world. Offering clothing that spans casual, work and evening wear, the brand's personality is well-reflected through its 'My World, My Way' campaign.

Allen Solly has several product innovations to its credit and loyal consumers swear by the brands comfortable and fashionably-styled cotton trousers and bright, colorful shirts.

The brand then went a step further, launching a collection of shirts and trousers called 'The Uncrushables' – a wrinkle-free wardrobe in an unconventional 'solid' palette.

And the brand is not only for men. Allen Solly's nod to women in the workforce came in 2001, when the brand came out with a line of women's formal wear. A few years later, they rewrote their own rules again, by bringing in their casual chic collection for women. Allen Solly's apparel is 21

well known for its superior quality and it has consistently won industry awards and consumer recognition for its clothing.

Allen Solly Products: • Allen Solly manufactures very comfortable cotton and linen half and full sleeve shirts in solids of beautiful prints patterns like checks and stripes. They come in attractive color combinations of white and yellow, blue, pink, green and the list goes on. • Allen Solly T-shirts are available in half or full sleeves in vibrant colors like orange, black, blue etc. The t-shirts are made of pure cotton. • Allen Solly Trousers are pure cotton varieties which have flat or pleated fronts. Allen Solly is considered to be the brand that breaks all rules and conventions of men's wear

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Shirts Allen Solly boasts of the best brands when it comes to shirts. Shopping for a shirt for that special day – be it the first day of work, a new job, a wedding or just any other day – come to Allen Solly and enjoy unparalleled choice.

Trouser A good pair of trousers is considered the basis of great style. At Allen Solly, finding the perfect pair of trousers is a breeze, considering the wide variety of brands available; trousers for every size and budget.

Denims Allen Solly has an exciting range of casual denims in great fits for the man who knows how to unwind after a long day. Our denims come with great cuts, superb finish and excellent fits. With a wide range of best-selling brands to choose from, finding the perfect pair of jeans was never this easy.

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Suits

At Allen Solly, we have suits that fit every occasion, be it corporate meetings or formal occasions. We have suits that lend a touch of class and elegance, making every occasion truly special.

Brand Awareness: Have you ever wondered when someone will come up with garments and shoes that are perfect for work and after-work fun? Well, Allen Solly has done it, and done it marvelously, one might add. For the latest in crossover styling, head over to Allen Solly and check out their new Friday collection. With these garments and shoes, you can begin your day in the boardroom, and end it playing pool with your close buddies at your favorite club. Allen Solly is redesigning the way urban India is dressing for work with vibrant colors and stylized cuts. Since we talked about the garments in one of our earlier blog, let‘s focus on the shoes today. These shoes are allweather brogues crafted using intricate whipstitches and contrasting soles. Their mixed-leather derbies are an exciting combination of leather and rich suede. These shoes can be worn with chinos and formal shirts to jeans and tees. Allen Solly‘s high-top chukka boots are crafted from premium leather, and are not what you‘d expect from regular high-tops. These shoes are so 24

elegantly styled, that they can easily traverse diverse life situations with ease. Again the Allen Solly duplex-leather slip-ons are beautifully created out of suede and leather – they‘re just perfect to wear with business casuals. So whether you‘re running a company, managing an important team, or a high-flying artist; Allen Solly‘s Friday Dressing has something special for you. Also if you‘re thinking of gifts over this New Year and the many occasions coming up afterwards; this gift card from Allen Solly would be perfect. Think about it – is your son getting ready to fly abroad on business? Is your brother looking for restocking wardrobe? Gift cards from Allen Solly should be your answer.

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Chapter – 2 CUSTOMER SATISFACTION

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CUSTOMER SATISFACTION Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses. It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty." "Customer satisfaction data are among the most frequently collected indicators of market perceptions. ”Customer

satisfaction is measured at the individual level, but it is almost

always reported at an aggregate level. It can be, and often is, measured along various dimensions. A hotel, for example, might ask customers to rate their experience with its front desk and check-in service, with the room, with the amenities in the room, with the restaurants, and so on. Additionally, in a holistic sense, the hotel might ask about overall satisfaction 'with your stay.'

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OBJECTIVES OF CUSTOMER SATISFACTION Customer satisfaction objectives can be broken down into three main groups. The first is satisfaction with the purchase, which includes how well the product performed, and whether it met customer expectations and similar perceptions. The second is satisfaction with the process, which includes ease of making the purchase as well as customer service or warranty interactions after the purchase. The third of the main customer satisfaction objectives is the degree to which satisfaction levels affect future actions, such as recommending a product to others or buying again. Companies are very interested in ensuring that customers are happy with the performance of a product or the quality of service because it will affect future purchase decisions. In fact, quality may be the most important of the customer satisfaction objectives because the consequences of a bad product or poorly performed service are virtually impossible to overcome. Companies often perform extensive market research and product testing to ensure that the product or service will meet as many of a client's needs and expectations as possible.

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Satisfaction with the process also is important to consider when determining customer satisfaction objectives. A customer who is unhappy with the process might go to a competitor next time, even if she is happy with the performance of the actual product. Process incorporates all actions involved in researching and purchasing a product, but also with resolving issues after the purchase.

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Chapter– 3 CUSTOMER SATISFACTION IN ALLEN SOLLY

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CHAPTER – 3 CUSTOMER SATISFACTION IN ALLEN SOLLY As we concerned about the customer satisfaction of ALLEN SOLLY there has a very good service for their customers that they can arrange the stock for the customers for customer‘s special request that is called as AIOS – ALL INDIA ONE STOCK is the inter store transfer system. Which is use for any corporate order or on customer‘s special request for any particular article in which the store don‘t have size in their store? A very good service which they are providing to their customers that is as follows:CRM-CUSTOMER RELATIONSHIP MANAGEMENT Free membership program from ALLEN SOLLY to its customers. Anyone buying Allen Solly merchandise can avail membership to my Solly. On every purchase with Allen Solly customer can receive points after presenting the card. CRM-MY SOLLY BENEFITS SILVER On purchase of Rs100, customer will receive 3points that is equal to Rs3. Receive

enrollment

discounts.

Get

special

birthday

gifts/bonuses.

Exclusive preview to sales. Special invitations to my Solly members to attend special Allen Solly events. Shop on anniversary and receive bonus points. After being a member, if a customer shop for more than 12000 with Allen Solly within 1 year, will automatically upgraded to version 2.0 31

GOLD On upgrading to ver2.0 (GOLD), some bonus points will be added to the members account. On purchase of Rs100, customer will receive 6points that is equal to Rs6.Receive enrollment discounts. Get special birthday gifts/bonuses. Exclusive preview to sales. Special invitations to my Solly members to attend special Allen Solly events. Shop on anniversary and receive bonus points. Member will be added to the Allen Solly exclusive guest list for special lifestyle and fashion events. PLATINUM On upgrading to ver3.0 (PLATINUM), 250 bonus points will be added to the member‘s account. On purchase of Rs100, customer will receive 9points that is equal to Rs9.Receive enrollment discounts. Get special birthday gifts/bonuses, special partner offers. Exclusive sales preview. Special invitations to my Solly members to attend special Allen Solly events. Shop on anniversary and receive bonus points. Member will be added to the Allen Solly exclusive guest list for special lifestyle and fashion events. Free Home delivery of altered garments.

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Customer Service:

The company will issue discounts for all the products of the ALLEN SOLLY twice in a year. 1. Allen Solly Provides Gift Cards to the regular customers 2. If any defects found in the products then it will be returned to the franchisee or showrooms where they purchase. 3. Nature of transactions in shop: Payment can be made in the form of cash and also card payment. 4. Showroom is fully equipped with Air conditioners and music system. 5. Trail Room: Trail rooms are well furnished with full mirrors. The mirrors are hanged two sides. 6. Allen Solly showrooms running more than 450 outlets in India and outside India there are situated.

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7. If the customer orders for any product it will be fulfilled within one week. 8. Company is concentrating on mainly youths.

Marketing Mix:

Conceptual Analysis: Marketing information is used to assess the situation in marketing Planning. We have to select specific marketing targets in the form of Market segments. Then for each segments of the market, combination of several types of marketing activities will have to be formulated. They are required to be coordinated in to a single marketing programmed so as to reach a particular target or market segment. Such combination several marketing methods are known as marketing mix. ‗Marketing mix‘ is one of the key concepts in modern marketing theory. A successful marketing mix strategy must have a marketing mix as well as a target market for which the marketing mix is prepared. The firm has to take decisions on the above-mentioned four ps,  Decisions on product (product)  Decisions on price  Decisions on place  Decisions on promotion These four ingredients are very closely inner-related. The marketing mix decisions constitute a large part of the Marketing management. Marketing mix is not static. It is always changing according to changing marketing conditions and also with the Change in environmental factors. 34

Product Mix Variety

Price Mix Pricing Strategy.

Quality

Pricing Policy.

Design

Basic Price

Features

Terms of Credit

Brand Name

Discounts

Packing

Allowances

Services

Marketing Mix

Place Mix  Distribution Channels Wholesalers

Promotion Mix Personal Selling Advertising

Retailers

Publicity

Mercantile Agents

Sales Promotion Public Relation

 Physical Distribution Transportation

Direct Marketing

Warehousing Inventory Location

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Product mix: A product mix is the set of all products and items that a particular seller offers for sale. A company‘s product mix has a certain width; length, depth and consistency‘s major components of the total product personality they are:  Product image  Brand  Package  Service after sale  Guarantee Product: A product is the most tangible and intangible single component of the marketing programmer. Good products are key to market success. Product is the vehicle by which a company provides consumer satisfaction. It is the engine that pulls the rest of the marketing programme. A product is anything that can be offered to a market to satisfy a want or need. Products that are marketed include physical Goods, services, experience, events, persons, places, properties, organization, information and ideas. A product policy and strategy is the corner stone of a marketing mix. Without a product, there is nothing to distribute, nothing to promote, nothing to price. To the marketer products are the building blocks of the marketing Plan.

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Branding: Branding is the major issue of product strategy. Branding means naming a product for its identification and distinction. Branding decision is of crucial importance to the marketing strategy since the product will gain its image and consumer loyalty in its brand name. A brand is a name, term, sign, symbol, or design or combination of them. It is the practice of giving a particular name to product or group of products by manufacturer.

Reasons for branding: It is the most powerful instrument of sales promotion due to the following reasons:  Ever increasing competition.  Need for advertising and publicity.  Development for consumer brand-consciousness as a brand image in his mind. Packing: Packing means the wrapping and crating of goods before they are transported or stored. It is a process of covering. Wrapping or crating goods into a package.

. Packaging may be defined as the general groups of

activities in the planning of product.

There activities concentrated on

formulating a design of the package and producing an appropriate and attractive container or wrapper for a product.

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Functions of packaging: Packaging performs the following important functions:  Protection  Identification  Convenience  Attractiveness or promotional appeal  Dependability  Differentiation  Easy handling Price mix: Price is the exchange value of a product or service expressed in terms of money. In other words, price is the money value of goods and services. The price of a product or services is what the seller feels it worth, in terms of money, to the buyer. Price is the one element of the marketing mixes that Produces revenue. Price is the easiest marketing mix element to adjust. Price also communicates to the market the company‘s intended value positioning of its product or brand. Price is the only objective criteria for the consumer for comparing alternative items and marketing the final choice. Importance of price: Price is a matter of vital importance to both the buyer and the seller. Price is the only element in the marketing mix, which produces, the other

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elements produce costs. Further, pricing and price competition is the most important problem facing the marketing management of many companies. They do not handle the pricing problem properly. Pricing, as a marketing weapon, acts as a big gun. Hence it must be used very cautiously. An inappropriate pricing policy may cause a downfall of the firm its product, even Though product is superior to its rival product. Objectives of pricing policy:  Maximization of profits  Facing competition  Price stability  Capturing the market.  Changing according to ability to pay  Welfare of the firm  Achieving a target-return

Methods of pricing policy:  Cost-based pricing  Demand-based pricing  Competition-based pricing  Product-based pricing Distribution mix: Distribution may be defined as an operation as a service of operation, which physically bring the goods manufacturer into hands of final consumer

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to use. Distribution includes all activities, which bring a product from the factory into the hands of final consumer. Channels of distribution: The most common routes used for bringing the products in the market from producer to consumer are as follows.  Manufacturer-Consumer channel  Manufacturer-Retailer-Ultimate consumer channel  Manufacturer-Wholesaler-Retailer-consumer channel  Manufacturer-Agent-Wholesaler-Retailer-Consumer channel  Manufacturer-Wholesaler-Consumer/User channel Promotion mix: Promotion is the process of marketing communication to inform, perused, remind and influence consumer or users in favor of product or service. Promotion is a form of communication with an additional element of persuasion to accept ideas, products, and services and hence persuasive Communication becomes the heart of promotion, the third elements of marketing mix. In marketing, effective communication is absolutely necessary even though good product best package.

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Chapter -4 OBJECTIVES OF THE STUDY

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CHAPTER-4 OBJECTIVES OF THE STUDY Service quality plays an important role in the growth of any service industry. Today‘s customer is more keen & aware of quality. The customer satisfaction is directly related with the service quality whose main aim is to fulfill the customer need from customer perspective. A thorough & complete understanding of user‘s requirement is the prime need to reduce the gap between service provider & customer.

Two Main Objectives of studying the customer satisfaction is: To find the impact of customer service parameters on customer satisfaction  To Develop a Customer Service Metric based Customer Satisfaction Index  To analyze buying behavior of customers.  To study present markets situation of Allen Solly products.  To analyze the general problems of customers of Allen Solly.  To know the marketing attributes of Allen Solly.  To evaluating the nature of sample customers and this purchasing decisions.  To take a brief study of readymade male garments.

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Scope of the Study The scope of the study is to acquire depth knowledge about the textile industry and marketing of the products of Allen Solly company Ltd. It helps to compare the theoretical knowledge with the practical. During the study we have to acquire knowledge about the origin, growth and working of the organization. Marketing factors are influenced by the four major factor like culture, economy, Social and political factors. The study also intended to know the buyer‘s attitude towards Allen Solly and frequency of purchasing.

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Chapter -5 RESEARCH METHODOLOGY

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CHAPTER-5 RESEARCH METHODOLOGY Research definition: ―Research is careful inquiry or examination to discover new information and relationship and to expand and to verify exiting knowledge, ―Research always starts with questions or a problem. Its purpose is to find answer to questions through the application of the scientific method. It is a systematic and intensive study directed towards a more complete knowledge of the subject studies TYPES OF RESEARCH a)

Descriptive research & Analytical Research

b)

Applied Research & Fundamental Research

c)

Quantitative Research & Qualitative Research

d)

Conceptual Research & Empirical Research

e)

Other research categories –Simulative Research, Laboratory Research, Historical research, One Time Research, Longitudinal Research etc.

Descriptive Research– It includes survey & fact-finding enquiries of different kinds. Here researcher has no control over variables. The researcher only reports that what has happened & what are happening. Only method suitable for this research is Survey Method.

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Analytical Research– Such type of research uses the available information as the base to make the further critical evaluation. Applied Research– Applied research implies for the action research. This research is intended for finding some solution to the problem. Fundamental Research– As its name indicates this type of research is made for performing the basic or pure research. It is a theoretical research. Quantitative Research is based on the measurement of some quantity or amount. This can be done by i) Inferential Experimental approach or ii) Simulation Approach.

Qualitative Research is concerned with the quality phenomenon. Conceptual Research is related to some idea or theory or concept. Empirical Research is based on experience or observation. It is database research also called as Experimental Research. Here the researcher has full control over variables under study. A best way is to test the given hypothesis.

SOURCES OF DATA The sources of data collection methods are as follows. a)

Primary data :-The primary data is that which details we collect first time from the market and also used first time in the research. We also say that the information is first time in the research decision. To

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collect the primary data questionnaire is prepared structure nondisguise questionnaire is prepared. b)

Secondary data :- Secondary data are those data which are already collected by someone for some purpose and are available for the present study; secondary data are already collected by the company‘s records and other library‘s books. When the secondary data are sufficient, there searcher has to be satisfied with the primary sources of data. Secondary data can be used as bases for comparison with primary data have been collected by questionnaire.

Sampling plan Sampling is a process of obtaining. The information about the entire population by examine a part of it .The effectiveness of the research depends on the sample size selected for the survey purpose. Sample Site:The survey was conducted in LUDHIANA CITY.

Sample size:For the purpose of proper survey, there is need of perfect research instruments to find out sample size for more accurate result about buying behavior of clothes. The sample size is 100 respondents.

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Sampling Method:A Stratified random sample is one where the population is divided in to mutually exhaustive strata or sub-group and then simple random is selected within each of strata on age groups, occupation etc. It may be noted that stratification does not means absence of randomness. I use a simple random sampling method.

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Chapter -6 DATA ANALYSIS AND INTERPRETATION

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Table -1 Classification on the basis of different category of men’s wears the most Category of men's wear

Respondents

Percentage

Tailor made

20

20

Readymade

48

48

Both

32

32

Total

100

100

Graph-1 Graph showing the number of customers who wear different category of men’s wear the most

Respondents 50 45 40 35 30 25 20 15 10 5 0 Tailor made Readymade Both

50

INTERPRETATION: In the survey the consumer responded for tailor made garment category are only 20, Those who responded for readymade category are 48 and those who use both tailor-made and readymade garments are 32. The total number of respondents is 100. From the above table it is clear that the users of tailor-made garments in Ludhiana city are only 20%. The users of ready-made garments are 48% and in Ludhiana city only 32 % of the consumers prefer both tailor-made and ready-made men's wear. This is because they are of the opinion that readymade men's wear costly when compared to tailor made garments.

51

Table - 2 Classification on the basis of users of Jeans and the reason for their purchase Reason for purchase

No. of Respondents

Percentage

Latest fashion

28

28%

Easy Availability

26

26%

Easy to wear

19

19%

Better fittings

27

27%

Total

100

100%

Graph-2 Graph showing the users of readymade garments and the reasons for their purchase 30 25 20 15

28 26 27

10 19 5 0 Latest fashion

Easy Availability

Easy to wear Better Fittings

52

Interpretation: These 100 respondents are asked for why they purchase Jeans. 28 of them answered for latest fashion, 26 of them answered for easy availability, 19 respondents said easy to wear and for better fittings 27 persons are responded. The above table clears that in percentage, the reason wise buyers, 28 % latest fashion, 26 % for easy availability, 19 % for easy to wear, 27 % for better fittings. As per the table it is clear that there is wide scope for readymade garments. If they are easily available to consumers the sales definitely increases.

53

Table -3 Classification on the basis of preferences of the customers towards different texture Type of texture

No. of Respondents

Percentage

Cotton

47

47%

Synthetic

16

16%

Both

37

37%

Total

100

100%

Graph-3 Graph showing the preferences of the towards different texture

No. of Respondents Cotton

Synthetic

Both

50 40 30

47

20 37

10

16

0 Cotton Synthetic Both

Interpretation: A question pertaining to type of texture preferred was asked to respondents and the information so got is analyzed. Where in 47 % prefer cotton texture, 16 % wear synthetic and 37 % opt for both.

54

Table - 4 Classification on the basis of the type of garments preferred by respondents Category of cloth

No. of Respondents

Percentage

Branded

56

56%

Unbranded

18

18%

Both

26

26%

Total

100

100%

Graph-4 Graph showing the type of garments preferred by respondents 60 50 40 30

56

20 10 18

26

0 Branded Unbranded Both

Interpretation: The table shows the attitude and inclination of customers regarding the branded, unbranded and both textile cloths, out of 100 respondents 56 of them responded for branded cloth, 18 of them unbranded and remaining 26 of them responded for both categories of cloth. 55

Table-5 Classification on the basis of opinion about the price quoted by Allen Solly Particular

No. of Respondents

Percentage

Costly

15

30%

Fair

22

44%

Reasonable

13

26%

Cheap

0

0%

Total

50

100%

Graph-5 Graph showing opinion about the price quoted by Allen Solly

25 20 15 22

10 15 5

13

0 Costly

0

Fair Reasonable

56

Cheap

Interpretation: Out of 100 respondents, 50 of them are the customers of Allen Solly: They have responded regarding the price quoted by Allen Solly. As per the survey 30 % of the respondents ticked for costly, 44% of them marked fair, 26 % opine that price quoted is reasonable and nobody says cheap. So while pricing, Allen Solly has to take right method of pricing to improve sales. Therefore it can be concluded that out of total customers in Ludhiana only 50% of them are responded, who are the customers of Allen Solly constituting 100 % in the above table.

57

Table-6 Classification on the basis of the customer for Allen Solly Jeans and reason for their purchases Reason

No. of Respondents

Percentage

Good quality

20

40%

Good Colors

15

30%

Durability

11

22%

Special offers

4

8%

Total

50

100%

Graph-6 Graph showing the customers for Allen Solly jeans and reason for their purchase

20 18 16 14 12 10

20

8 15 6 4

11

2 0 4

Good quality

Good Colors

Durability Special offers

58

Interpretation: The above tale clearly shows the percentage of uses of Allen Solly jeans. According to survey, out of 100 respondents, only 50 are users Allen Solly jeans. They also provided the reasons for their purchase of Allen Solly jeans. 20 of the customers constituting 40% buy Allen Solly jeans for good quality, 15 of the customers constituting 30 % opine that they buy for the good colors, 11 respondents i.e.22% opt for durability and also 4 customers the same 8% prefer for economical reasons. From the surrey it is clear that Allen Solly jeans are quality Jeans.

59

Classification on the basis of the non users of Allen Solly Jeans and the reason behind that Reason for not to purchase

No. of Respondents

Percentage

Poor quality

2

4%

No attraction colors

5

10%

High Price

28

56%

Non Durability

4

8%

Don't known can‘t say

11

22%

Total

50

100%.

Graph showing the non users of Allen Solly Jeans and the Reason behind that No. of Respondents Poor quality

No attraction colours

High Price

Non Durability

Don't known can‘t say

30 25 20 15 28%

10 5 0

20% Poor quality

50% 40% No attraction colours

High Price

60

Non Durability

11%

Don't known can’t say

Interpretation: The above table clears that around 50% i.e. majority of customer don't use Allen Solly Jeans. They also give the reasons for that, 50 out of 2 respondent just marked poor qualities; regarding attractive colors 5 persons are disappointed. In the survey majority of respondents had opinion that Allen Solly Jeans are too costly. Around 56% vote for high price. 4 respondents say they do not use Allen Solly Jeans because of non durability. But 11 respondents constituting 22 % say they don't know the reason or can't say. Probably most of them are unaware of that Jeans. As the survey indicates it, better for the company to reduce the price of Allen Solly Jeans.

61

Table - 7 Classification on the basis of the overall monthly income group of respondents

Below 10000

Allen Solly Jeans respondents 2

10000-20000

8

16

17

34

25

20000 - 30000

27

54

16

32

43

Above 30000

13

26

4

8

17

Total

50

100

50

100

100

Category Monthly income

%

Other respondents

%

Total respondents

4

13

26

15

Graph-7 Graph showing the overall monthly income group of respondents

45 40 35 16

30 25 20 15 10

17 13

27

4

5 0

2

8 13

Below 10000 10000 -20000 20000 - 30000 Above 30000

Allen Solly jeans respondents

62

Other respondents

Interpretation: Here in the above table overall monthly income group is expected. Most of the respondents in Ludhiana belongs to the group of Rs. 20000-30000 i.e. 43 respondents. Among Allen Solly Jeans users, both 10000-20000 groups are 27 and 16, next place to buyers of below 10000 groups then with 17 respondents Above 30000 group.

63

Table -8 Table showing the status of Allen Solly Jeans users Status

No. of Respondents

Percentage

Student

28

56%

Businessman

8

16%

Employees

11

22%

Others

3

6%

Total

50

100%

Graph-8 Graph showing the status of Allen Solly Jeans users 30 25 20 15

Student 28%

10 5 0

Businessman 8 Employees 11% % Others 3%

Interpretation: The status of the users of the Allen Solly Jeans is also collected to know by whom it is used more. As per the survey this jeans is used about 56% by the students. Employees using rate is 22%. Businessmen prefer 16% and others use this jeans for 6%.

64

Table - 9 Table showing frequency of purchases of readymade garments by the consumers Particulars

No. of Respondents

Percentage

Frequently

54

54%

Festival Season

20

20%

Clearance sale

12

12%

Special offer

14

14%

Total

100

100%

Graph-9 Graph showing frequency of purchase of readymade garments by customers 60

50

40

30

54

20

10

20 12

0

14

Frequently Clearance sale Special offer 65

Interpretation: As clothing is one of the basic requirements of every individual. How often he purchases readymade garments was asked in the survey. 54% buys frequently, 20% during some festival season, 12 % at clearance sale, and 14% on special occasions. As it is stated above people buy cloths frequently. If better quality, attractive colors, special offers and proper advertisement is made, the sales of readymade garments would definitely increase.

66

Table -10 Table showing the kinds of dress worn by the respondents For regular No. of use respondents Formals 35

On special occasions

No. of respondents

Suits

40

Semi Casuals

49

Accessory

15

Fancy

16

Jeans-T-Shirts

45

Total

100

Total

100

Graph-10 Graph showing the kinds of dress worn by the respondents a) For regular use

50 40 30 20

Semi Casuals , Formals , 35% 49%

10

Fancy 23%

0 Formals Semi Casuals

Fancy

67

b) On special occasions

50 40 30 20

Suits, 40%

Jeans-T-Shirts 45 %

10

Accessory15%

0 Suits

Accessory Jeans - TShirts

Interpretation: In fast growing city dresses of every individual has changed. He won‘t wear same kind of dress for all time. As the time changes, the style also changes. According to the above table in Ludhiana city for the regular use, respondents give priority to formals i.e. 35%, 49 % prefer for casual wear, 23% are agreed for fancy wear. But for special occasions, 45 respondents give priority to Jeans – T-shirts, 15 to Accessory and 40 Respondents for Suits. In Ludhiana city there is no demand for designers wears. In future as it is growing, designers wears may get the importance like in Bombay, Bangalore, Delhi etc.

68

SUMMARY OF OBSERVATION: The information collected and the survey conduct from this; it is clear that, readymade garment growing popular everywhere. So, the latest fashionable cloths must be kept in stock and the regular advertisement in daily news paper is also necessary. The price still to be reduced and the quality of the garment must be improved. The good quality product must available with reasonable price. Many people feel that the readymade garments are costly now it is the responsibility of the promoter to convince the people at large. The care should be taken to see that demands from all sections of society are met good behavior with the consumers is one of the required factor one should have proper skill to attract the customer; some people do have much skill inherently. If required sufficient training becomes necessary.

69

Chapter-7 FINDINGS

70

Findings: The following are the summary of the survey findings:  As per the survey it is clear that one third of the customers do not use readymade garments. So for the company it is important to concentrate on that customer. It has to make them to use readymade men's wear similarly it should satisfy the needs of the existing customers.  In the survey 26 % of the respondents use readymade Jeans for easy availability. It defines the non availability of readymade garments in Ludhiana. So, the companies have to open the range of shops which are suitable for the customers.  In a growing city the Ludhiana, latest fashion has attracted many customers so; product should be introduced to the market as per the need of the customers.  There is a complaint against readymade garments that they are not suitable to all i.e. one cannot get garments according to body fittings. These problems should be studied carefully.  As per the survey conducted majority prefers for cotton wears as it is comfort, but the users of synthetic wear are comparatively low. So, the marketers of cotton wears can grab the market. It doesn't means they should quit from synthetic clothes. They should take measures regarding synthetic clothes too.  In Ludhiana city where most customer belong to middle and low income group the demand for branded garments is as same as the demand for unbranded garments. So both branded and unbranded men's wear moves in a smooth manner. 71

 In Ludhiana city customer is just one fourth for the Allen Solly Jeans. It has not reached many customers as it is most opted students and youth. For the company, it will be helpful if it concentrate on those who do not use Allen Solly Jeans  It is observed that Allen Solly Jeans are of good quality Jeans. But most of the consumers are not satisfied with the color, durability and price of the Jeans.  Some customers, who do not compromise with both quality and price of Allen Solly Jeans, opine that price is very high. The company has to concentrate all classes of the society in this regard.  Now Allen Solly Jeans are concentrating on class customers. If it wants to increase the sales it should concentrate much on mass consumers.  Although the "Allen Solly showroom" is one of the famous shop for men, women and kids wear it has not covered the entire customers of Ludhiana. Only two third of the customer are aware of this shop. It shows the lack of advertisement. The firm should concentrate on this aspect.  Majority of the customers of Allen Solly jeans are satisfied with the price quoted by the Allen Solly company. But it should analyze the pricing policy for the better sales.  However, some customer not satisfied. So promotional measures should also be taken to improve the sales of branded garments.

72

Chapter-8 LIMITATIONS OF THE STUDY

73

LIMITATIONS OF THE STUDY Following are the limitations of this project report,  The main limitation of making this project is the time factor.  The survey does not cover entire Ludhiana Dist.  Much time was spent in explaining to the respondent about the real purpose of survey.  Some of the respondents did not show the attitude in colleting the information.  Some of the true information like; a. Profile is made in brief and b. Short information has been given relating to working capacity of the firm.  The main limitation is that Allen Solly is taken for the study of marketing purpose.

74

Chapter-9 SUGGESTIONS

75

SUGGESTIONS Product: Allen Solly jeans are the leading company in braded and designer garments, and textile manufacturing of our country. It has earned a very good name and popularity in the world of Allen Solly Jeans and shirts are giving good results for them. Therefore almost every consumer is satisfied with the results. The following are some of the suggestions for achieving better performance of Allen Solly Jeans and increase the sales in the future:  The manufacturers have to put more efforts on maintaining and improving the quality of Allen Solly Jeans. They should see that the products manufactured are of good quality.  The Allen Solly is expected to increase its distributing channels and should also keep supplying the goods in time required by the dealers whatever they demand.  Inspire of its good quality. It is observed that the Allen Solly Jeans have good popularity and there is a lot of demand in the market as compared to others. Here some of the consumers do not purchase the Allen Solly Jeans always, but only once in a way. So the manufacturer is required to take proper promotional activities in order to popularize the product through different advertisement media.  Dealers must take the responsibility if there is any small compliant from the customers.

76

Price: The Allen Solly Jeans have got a very good image and have an increasing demand. As there are number of competitors existing in the market, the price becomes an important factor in order to increase the sales and rise in demand. Allen Solly jeans are accepted by high, middle class and rich people by majority. The middle class and low class people feel that the price is relatively high but they also buy it once in the way. Therefore the price of the product must be comparative so as to improve sales in the competitive market. The follow are some of the suggestions towards the price:  The cost of production should be curtained by increasing the production, while implementing the cost, care must be taken such that quality of the product is not affected adversely.  Here the middle class and low class people buy the product once in a way, so proper care should be taken and the price should be lowered at least to compensate them.  They must try to maintain the price stability as far as possible.  Pricing must be fair in order to create impulsive buying.  The marketing expenditure should be minimized. However the high pricing strategy involved in this textile is mainly to build up the image of the company.

77

Promotion and distribution Sales promotion is an important instrument lubricates the marketing efforts. The promotional strategy taken up by the company is quite satisfactory. The sales agents visit the dealers once in a while, this mainly to assess dealers if any. Thus, the general conditions of the promotion and distribution of producers as well as dealers are quite satisfactory. There are some further suggestions for improvements:  The proper sales promotional activities should be taken in order to increase buying response by ultimate consumers and also to improve market share of Allen Solly.  Attractive advertisement through all the media of advertising is very necessary in order to increase the usage rate of present consumer and also to meet the completion.  Promotional measures such as contents, price, coupons, and premium should be attached to sales.  The dealer should improve the display of the product. So that the consumers will be attracted towards the product. Also, the dealer should highlight the product compared to other products.  Public relations have now become an important marketing function. Effective marketing communication is not possible without establishing and maintaining natural understanding between the company and its

78

customers. A bright image of the product is created and maintained only by public relations. The marketing practitioner finds that the customer wants the delivery of their products at right place, at the right time and in right quality. The ingredients of marketing mix serve as product; price and promotion constitute the first half of marketing. The distribution logistic inputs are termed as the other half of the marketing concept or customer oriented market planning. As for as the distribution, manufacturers have got dense network of distribution. The dealers are quite satisfactory about the general conditions of distribution of products.

79

Chapter-10 CONCLUSION

80

CONCLUSION The suggestions given here in this project report is based on the suggestions and experience of customers to whom the product ultimately reaches. Customer‘s satisfaction is the ultimate motto of every business. Therefore orientation of marketing is entirely necessary for maintaining and increasing the market share of any type of business. This can be achieved by directly managerial, productive and marketing activities to awards preference of the customers. For this achievement competitive efficiency increases in quality, decrease in cost of production is essential. In this present competitive market, the consumers have been described as the "king". Thus it is very essential that every manufacturer should manufacture those products and services that satisfy present needs of the consumers. Consumer‘s orientation is of immense importance for image for creating and maintaining the brand image in the minds of the consumers. Since the sales of textiles is being seasonal and due to some other technical reason, the company could not reach its usual profit percentage. It may be concluded that the suggestions arrived that after the survey should be adopted by the readymade garment industry to achieve higher benefit. Further most of the respondents feel that readymade men's wear saves time as customers are giving importance to latest design and better quality clothes. The manufacturer of readymade men's wear has to adopt above things.

81

BIBLIOGRAPHY

82

BIBLIOGRAPHY Books: Marketing Management - K.D Basava Marketing Management – Sherlekar Modern Marketing Management – Nair, Paul

Websites www.//allenSolly.com www.//madhra.adityabirla.com

http://www.madurafnl.com

83

QUESTIONNAIRE

84

QUESTIONNAIRE Dear respondents, I am student of final year MBA, GGNIVS, Ludhiana conducting a market survey on readymade garments with reference to Allen Solly as a part of my management course. I shall be grateful if you can spare a few minutes to answer this questionnaire. Name: Address:  Age: 18 – 20 years 21 – 30 years 31 – 40 years Above 40 years  Sex Male

[ ]

Female

[ ]

 Marital Status: Single

[ ]

Married

[ ]

85

1) Which garments do you use more? a) Tailor made

(

)

b) Readymade

(

)

c) Both

(

)

2) Do you purchase branded Jeans? Yes

(

)

No

(

)

If yes, why? a) Latest fashion

(

)

b) Easy availability (

c) Easy to wear

(

)

d) Better fittings

e) Not specified

(

)

3) Which type of texture do you like most? a) Cotton

(

)

b) Synthetic

(

)

c) Both

(

)

4) Which category do you generally use most? a) Branded

(

)

b) Unbranded (

)

c) Both

)

(

86

) (

)

5) What is your opinion about the price aspects of Allen Solly Jeans? a) Costly

(

)

b) Fair

(

)

c) Reasonable

(

)

d) Cheap

(

)

6) Do you use Allen Solly Jeans? Yes

(

)

No

(

)

If yes, why? a) Good Quality

(

)

b) Good colors

(

)

c) Durability

(

)

d) Special offers

(

)

If No, why? a) Poor Quality

(

)

b) No attraction colors

(

)

c) High price

(

)

d) Non durability

(

)

d) Don‘t know can‘t say

(

)

7) Income Level: Below 10000

(

)

10000 to 20000

(

)

20000 to 30000

(

)

Above 30000

(

)

87

8) Occupations a) Student

(

)

b) Businessman

(

)

c) Employees

(

)

d) Others

(

)

9) What is your opinion about the purchases of readymade garments? a) Frequently

(

)

b) Festival Season

(

)

c) Clearance sale

(

)

d) Special offer

(

)

10) What type of dress do you wear? i)

For regular use

ii) On special occasions

a) Formals

(

)

a) Suits

(

)

b) Casuals

(

)

b) Accessory

(

)

c) Fancy

(

)

c) Jeans-T-shirt

(

)

Do you think there is wider choice of Allen Solly Jeans? Yes

[ ]

No

[ ]

Do you think promotional measures are necessary for the improvement of sale of Allen Solly Jeans? Yes

[ ]

No

[ ]

88