Peter England1

CHAPTER-1 INTRODUCTION       

Introduction Specific introduction Objectives of the study Scope of the study Need of the study Methodology Limitation of the study

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Introduction

The customer is always right that is why it makes smart business sense to regularly get feedback from your current clients and customers. Online consumer satisfaction surveys can accomplish this task easily and affordably. Consumer satisfaction satisfaction surveys cover the core issues important to your organization. They identify areas that necessitate improvement improvement and can enhance the effectiveness effectiveness of your marketing strategies. At the same time, consumer satisfaction surveys can increase customer loyalty by showing your customers that you care about meeting their needs. Customer satisfaction Customer satisfaction, satisfaction, a term frequently used in marketing, in  marketing, is  is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its  products, or its its services (ratings) (ratings) exceeds exceeds specified satisfaction satisfaction goals." goals."

It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In 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. Within organizations, customer satisfaction satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers‟ customers‟ expectations. Furthermore, Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-ofmouth marketing, which is both free and highly effective. Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representive measures of satisfaction. In researching satisfaction, firms generally ask customers whether their  product or service service has met or exceeded expectations. expectations. Thus, expectations expectations are a key factor behind satisfaction. satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their Page | 2

Introduction

The customer is always right that is why it makes smart business sense to regularly get feedback from your current clients and customers. Online consumer satisfaction surveys can accomplish this task easily and affordably. Consumer satisfaction satisfaction surveys cover the core issues important to your organization. They identify areas that necessitate improvement improvement and can enhance the effectiveness effectiveness of your marketing strategies. At the same time, consumer satisfaction surveys can increase customer loyalty by showing your customers that you care about meeting their needs. Customer satisfaction Customer satisfaction, satisfaction, a term frequently used in marketing, in  marketing, is  is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its  products, or its its services (ratings) (ratings) exceeds exceeds specified satisfaction satisfaction goals." goals."

It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In 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. Within organizations, customer satisfaction satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers‟ customers‟ expectations. Furthermore, Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-ofmouth marketing, which is both free and highly effective. Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representive measures of satisfaction. In researching satisfaction, firms generally ask customers whether their  product or service service has met or exceeded expectations. expectations. Thus, expectations expectations are a key factor behind satisfaction. satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their Page | 2

experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget motel even though its facilities and service would be deemed superior in “absolute” terms. The importance of customer satisfaction diminishes diminishes when a firm has increased bargaining increased bargaining power. For power. For example, cell example, cell phone plan phone plan providers, providers, such as AT&T and Verizon, and Verizon, participate  participate in an industry that is an oligopoly, an oligopoly, where  where only a few suppliers of a certain product or service exist. As such, many cell  phone plan contracts contracts have a lot of  fine  fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers,  because customer customer satisfaction satisfaction would be way too low, and customers customers would easily have the option of leaving for a better contract offer. There is a substantial substantial body of empirical literature that establishes e stablishes the  benefits of customer customer satisfaction satisfaction for firms. firms. Specific introduction introduction The Indian textile industry has a significant presence in the economy as well as in the international textile economy. Its contribution contribution to the Indian economy is manifested in terms of its contribution to the industrial  production, employment employment generation generation and foreign exchange exchange earnings. earnings. It contributes 20 percent of industrial production, 9 percent of excise collections, 18 percent of employment in the industrial sector, nearly 20  percent to the countries countries total export export earning and 4 percent percent to the Gross Gross Domestic Product.

In human history, past and present can never ignore the importance of textile in a civilization decisively affecting its destinies, effectively changing its social scenario. A brief but thoroughly researched feature on Indian textile culture. Peter England etched its beginnings in the latter half of the 19th century, when the foundation for a five-storey building was laid in Londonderry, Ireland, in the summer of 1885. Three years later, an imposing factory had come up on the site, humming with heavy looms and machinery. It was considered a modern industrial marvel, and the press of the time described it as 'magnificent' and 'awe-inspiring'. 'awe-inspiring'. Peter England is one of the pioneers in the Indian fashion industry and after over 15 years in the industry, industry, we are still amongst the top companies. companies. Peter Page | 3

England ensures that the fabric produced is flawless. Peter England has one of the most modern processing and finishing plants in India. It is equipped with the latest world-class machinery imported from Europe. Superior quality is the hallmark of Peter England. Hand-in-hand goes the Packaging Infrastructure Infrastructure at our plants. The wellequipped plants are a hub of activity, performing quality checks at crucial  points of packaging, packaging, thus, ensuring ensuring that the entire package matches matches the customers' demands and expectations. The Peter England board brings together a dynamic team of professionals professionals who provide direction to Peter England executive management in a dynamic economic and business environment. The board consists of all active founders, along with external members of the board who are high achievers in business and society. Statement of the problem The growth and success of the organisation depends on the level of the customer‟s satisfaction. satisfaction. So it is essential to make the customers satisfied by  providing quality customer service. service. Objectives of the study The basic objective of the training was to get through the different management concept through production, personnel, finance as well as with the marketing department. Also we had an increase in knowledge of Engineering through the managerial concepts. To apply the theoretical knowledge to learn the various aspects of management. 

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To understand the perception of the consumer. To understand the recall level of Shirts. To understand the influence and the time spent on tags by the consumer. To understand the influence of press ads and communications. communications. Last but not the least study is all about studying the usage & attitude of the consumers consumers

Scope of the study To enhance the knowledge being a management trainee. 

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Training in a multinational company like Raymond gives the idea of huge management work having interlinks in the different countries. The training has given us idea of working of different departments departments like production, stores, finance, personnel, marketing etc.

Need of the study Ever increasing intensifying competition. More aggressive competitors emerging with greater frequency. Changes basis of competition. Geographic sources of competition are becoming wider.  Niche attacks are are becoming frequent. frequent. Pace of innovation is rapid. Price competition becoming more aggressive Product differentiation is declining.        

Methodology The study will provide solutions to the problem of the management.  To know the reason why people select Mobiles  To know the features considered by the customers while purchasing purchasing a Peter England.  To know the satisfaction level of Peter England Textiles  To know the reason for preferred only Peter England Textiles Measurement techniques: The measurement technique used for this project are Questionnaires and Attitude scales. Data Analysis Data are useful only after analysis. Data analysis involves Converting a series recorded observations into descriptive statements and information about relationship. Data collection Method: In order to achieve objectives of this project study, it was very necessary to collect data for different information required. Primary data: Primary data comprises of direct responses or firsthand data collected from different respondents respondents for Peter England England Textiles. Questionnaire was was used as the major tool in collecting primary primary data for our research. Primary data also collected through the direct interview with the respondents. respondents. Page | 5

Secondary data: Secondary data is the data, which is not gathered for the immediate study at hand but for some other purposes. Secondary data for the research is collected through magazines like Business World, newspapers, Auto magazines and internet etc. Therefore both the types of data were used in order to collect information for the study. Measuring tools: Data are useful only after analysis. Data analysis involves Converting a series recorded observations into descriptive statements and information about relationship. Hence concerned to this project method of analysis the data will be graphical method, Simple selected method. Limitation of the study Sample size was not large enough to represent an entire population and was limited to 50 respondents. The study was constrained only to Shimoga city. A more intensive study would be necessary to arrive at exact conclusion. The time frame was only five weeks due to which every respondent could not be covered. The entire respondent did not answer each and every given in the questionnaire. The survey includes mainly the urban customer that is the response of the rural customers is not included, thus leading to some level of error in the analysis 

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Chapter 2 Company Profile

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Company Profile Introduction

Madura Fashion & Lifestyle has revolutionised India's readymade apparel and retail market. A name that is synonymous with panache and modernity, Madura Fashion & Lifestyle is defined by its brands –  Louis Philippe, Van Heusen, Allen Solly, Peter England and People –  brands that personify style, attitude, luxury and comfort. In September 2012, Madura Fashion & Lifestyle marked its foray into the luxury mono brand business in India by launching the quintessential British men's luxury clothing and accessories brand Hackett London through a joint venture with the UK firm. The brand was launched at Madura‟s flagship store at DLF Emporio in Delhi. It also launched an inspirational brand, The Collective, as a super premium lifestyle retail chain for a host of international apparel and accesory brands making a foray into India for the first time. It also set up Planet Fashion, offering men a one-stop destination for all their apparel needs. Madura Fashion & Lifestyle has won several prestigious awards over the years for itself and for its brands. The company was ranked among the „40 Top 2011 Innovators‟ by the Apparel Magazine. At the Images Fashion Awards 2011, it was declared „the most admired fashion company of the year.‟ The Madura Clothing division won the IMC RBNQA award for  performance excellence. Peter England won the Brand Equity Award from the Economic Times for three consecutive years in a row since 2008. It also won a bronze award for the „Best website retail‟ category at the BBC.com Campaign India Digital Media awards. Van Heusen won the PowerBrand 2011-12 award by Planman Marcom. Allen Solly won the „Best website/microsite –  product for spring/summer 2010 collection at the Indian Digital Media awards 2011. The Collective won three awards at the In Store Asia 2011 –  VMRD retail design awards function. Van Heusen Woman was declared the „Most

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admired women‟s westernwear brand of the year‟ at Images Fashion Awards 2011

Peter England Peter England is the largest menswear brand in India with over 5 million garments sold every year. First launched by Madura Fashion & Lifestyle (then known as Madura Garments) in the mid-price shirt segment in 1997, the company acquired the world rights for the brand in the year 2000. Today, Peter England has a strong national presence with 555 exclusive stores and over 1600 multi-brand outlets in more than 200 towns. Peter England is universally accepted amongst its millions of consumers for its standardised fits, superior quality, wide range and 'fashion-right' styles in its segment, making it the most trusted brand amongst consumers in the readymade apparel category. With offerings in the mid-priced value for money range, Peter England  brings formal wear for young men in the early years of their career. The  product assortment includes shirts, trousers, suits, blazers and accessories for everyday and special occasions. It also offers relaxed office wear and weekend casual wear through its Peter England Elements line. This is an eclectic and stylish casual wardrobe including washed cotton shirts, denims, cargoes, jackets, sweaters and accessories.

Peter England also offers a complete range of sub-premium formals through its sub-brand Peter England Elite, meant for the young manager. The Page | 9

wardrobe includes a complete array of fine-crafted formal shirts and trousers, sharp suits and blazers, and accessories. The look is progressive, international, and one of understated elegance. Peter England partners with the IPL team, Chennai Super Kings, as the official off-the-field apparel sponsor. Building on that relationship, the brand has launched an exclusive product line called PE-CSK, which reflects the sporty-casual attitude of the team. A recent foray for Peter England has been in the world of clubwear, called Peter England Party. This line offers affordable club wear with mainstream sensibilities.

Heritage Peter England etched its beginnings in the latter half of the 19th century, when the foundation for a five-storey building was laid in Londonderry, Ireland, in the summer of 1885. Three years later, an imposing factory had come up on the site, humming with heavy looms and machinery. It was considered a modern industrial marvel, and the press of the time described it as 'magnificent' and 'awe-inspiring'.

The brand's debut was even more inspiring considering that the world was in the midst of conflicts and the shadow of the Great War was looming over the United Kingdom. But the clouds of war also brought in prestigious clientele the British war ministry placed an order with Peter England to outfit the troops being sent to fight in the Boer War. This was a turning point in the history of the brand. The order meant that the highest quality apparel had to be delivered at an honest price, a challenge that Peter England met with outstanding success. It is a story that has been replicated in the following years as a testament to the quality and the valuefor-money offered by each Peter England shirt. Peter England was launched in India in 1997. A new India was emerging, a land of growth and opportunity. The apparel consumption behaviour was undergoing a sea change, and there was a huge market opportunity waiting to be explored. Consumers were exposed to branded formal menswear, but there were no dominant national players in the mid-priced segment.

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Madura Fashion & Lifestyle recognised the huge opportunity that was theirs for the taking. With 4.5 million urban men who were in the market for shirts with international finish and quality, it was imperative that they find an international brand with a reputation for excellent quality and modern style at value-for-money prices. The search ended with Peter England that had, in the century since its inception, forged a name both for product excellence and for down-to-earth prices, reflecting in its tag 'The Honest Shirt'. The launch of Peter England nationwide through a massive advertising campaign marked the entrance of the first international mid-priced shirt in India. It was clearly positioned as an international quality brand at honest-togoodness prices. The brand found immediate acceptance with a large segment of the male population who wanted to look good at work without having to pay a heavy price. Peter England sold 400,000 shirts that first year. Over the next few years, the brand extended its range to include trousers, casuals and suits. Today, brand's market share has soared, making Peter England the market leader in the men's mid-price western apparel segment.

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Awards and accolades Over the years, Madura Fashion & Lifestyle has not just pioneered new concepts in fashion and clothing, but also been awarded for them. 2012 Star Retailer Awards by Franchise India Madura Fashion & Fashion Retailer of the Year award Lifestyle Mr Ashish Dikshit, CEO, Retail Face of the Year award Madura Fashion & Lifestyle Van Heusen Licensee of the Year award 2011 The Economic Times - Brand Equity Peter England Voted for fourth consecutive year as 'Most Trusted Brand' in Readymade Garments in a consumers' survey of Most Trusted Brands in India Peter England Bronze Award in the Best Website –  Retail category Indian Digital Media Awards (IDMA) 2011 Faitma –  Images 1st Annual InFashion Honours 2011 Madura Fashion & RMG buyer Lifestyle 4th Loyalty summit Van Heusen Power Club Best loyalty programme in the retail sector In Store Asia 2011  –  VMRD retail design awards The Collective – winner Fashion apparel –  special store The Collective – merit Window display The Collective – merit Best visual merchandising Images Fashion Awards 2011 Madura Fashion & Most admired fashion company of the year Lifestyle Van Heusen Woman Most admired women's westernwear brand of the year Planman Media Louis Philippe Power brands Page | 12

Van Heusen Power brands 7th Reid and Taylor Awards Mr Kedar Apshankar, Retail Icon Award COO, Peter England 3rd Global Youth Marketing Awards Louis Philippe Marketing award Van Heusen Woman Marketing award Allen Solly Marketing award IMC RBNQA Madura Clothing IMC RBNQA Award for Performance Excellence

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Vision and Values Madura Fashion & Lifestyle‟s vision is to passionately satisfy the Indian consumer‟s needs in fashion, style and value, across wearing occasions, in apparels and accessories, by anticipating trends and creating markets with the ultimate purpose of delivering superior value to all stakeholders. The company aims to be the undisputed leader in the lifestyle industry, delivering continued value growth for all stakeholders by honouring:          

Transparency and trust Human touch Empowered teams Promises always honoured Responsive to customer needs Ownership for partner success Merchandise and design leadership IT leadership in service Simple and speedy processes that enable quick decisions Effective communication

Our values Integrity Commitment Passion Seamlessness Speed Management team

Pranab Barua, Business Director, Apparel & Retail Ashish Dikshit, CEO, Madura F&L S Visvanathan, Chief Financial Officer (Textiles & Apparel)  Neeraj Pal Singh, Chief Information Officer (Apparel & Retail) Anurag Srivastava, Corporate Head –  Strategy & Business Excellence Executive Committee Jacob John, Brand Head, Louis Philippe Vinay Bhopatkar, Brand Head, Van Heusen Page | 14

Sooraj Bhat –  Brand Head, Allen Solly Kedar Apshankar , COO, Peter England

Milestone 1997- Launch in India

The turn of the century saw a new India emerging; an India that was marching ahead with confidence. At a time when young Indians required apparel that reflected this new-found confidence, Peter England was the only name that struck a chord with them. We launched in India as 'The Honest Shirt' to astounding success with its standardized fits, fine quality, and 'fashion-right' styles. This soon became a benchmark for work-wear showcasing modern styling at honest-to-goodness prices. No wonder we sold 400,000 shirts that year. 2007 - Peter England Elite

Understanding the young Indian's need to carry great style to work, we launched our premium sub-brand Peter England Elite. Keeping in mind his needs, the product assortment included wardrobe collection for 'Everyday' and 'Special' occasions. A complete array of fine-crafted formal shirts and trousers, sharp suits and blazers, and accessories made the collection appealing to the young achiever. 2009 - Peter England Party The young Indian need to keep up with the changing social trends prompted us to foray into the world of club-wear with Peter England Party. This collection includes vibrant colors and party patterns in fabrics that let you shine through at every party occasion. 2011- PE JEANS

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We are dedicated to understanding the changing needs & lifestyle of the youth. The constantly evolving casual space obligated us to launch PE Jeans. 2012  –  PE BAGS

We mark an exciting new beginning with the launch of PE Bags. With this, a stylish range of work and travel bags was introduced from Peter England.

Chapter 3 Product Profile

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Product Profile Suit and blazer A blazer is a type of  jacket resembling a suit coat cut more casually, typically with metal buttons. A blazer's cloth is usually durable, as it is intended as an outdoor jacket. Stylistically, blazers often are uniform garments, e.g. for  airline, school, and yachting and rowing clubs.

A blazer is generally distinguished from a sport coat as a more formal garment and tailored from solid color fabrics. Blazers are often made with naval-style metal buttons, reflecting their historic boating club association. A blazer is key for any occasion. Find new favourites in our large selection of blazers and suits. Grey, brown and classic black styles are all in stock.

Casual The casual checked full armed shirt in cotton, making you the smart guy at office and everywhere else.

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The checked full armed shirt in cotton, giving you the perfect casual yet dependable look at office. A 100% Giza Cotton, Washed shirt in full sleeves to help you keep it stylish and comfortable The perfect formal shirt from Peter England, the established and trusted British brand. 

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Cotton Rich Traditional Windsor-style collar Single convertible cuff - can be buttoned or worn with cufflinks Supremely comfortable Machine washable at 40°  No need to iron

Product Code: JB05 Collar: 14½" 15" 15½" 16" 16½" 17" 17½" 18" 18½" 19" 19½" 20" 21" 22" 23" Colours: Black, Cornflower, Dusky Pink, Ecru, Light Blue, Lavender,  Navy, Pink, Red, Sage, Silver, White Material: 55% Cotton 45% Polyester

Formal Shirts

The term dress shirt is reserved for a particular type of formal shirt. There are formal day shirts for wearing with morning dress, and the white dress shirts used as eveningwear.

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T Shirt T-shirt is a style of  shirt. A T-shirt's defining characteristic is the T shape made with the body and sleeves. It is normally associated with short sleeves, a round neck line, and no collar. However, it may also include long sleeves,  buttons, collars, or v-necks.

T-shirts are typically made of cotton fibers (sometimes others), knitted together in a jersey stitch that gives a T-shirt its distinctive soft texture. The majority of modern T-shirts have a body that is made from a continuously woven tube, so the torso has no side seams. This is accomplished with special weaving machines called circular looms, which produce seamless fabric for tube tops, stockings, and the like. Conventional stitching is used for the waist band, neck band, sleeves and to close the shoulders. The manufacture of T-shirts has become highly automated, and may include fabric cutting by laser or  water jet.

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Jeans Jeans are trousers made from denim or  dungaree cloth. Often the term "jeans" refers to a particular style of trousers, called "blue jeans" and invented by Jacob Davis and Levi Strauss in 1873. Starting in the 1950s,  jeans, originally designed for cowboys, became popular among teenagers, especially members of the greaser subculture. Historic brands include Levi's, Lee, and Wrangler. Jeans come in various fits, including skinny, tapered, straight, boot cut, Narrow bottom, Low waist, anti-fit and flare.

Jeans are now a very popular article of  casual dress around the world. They come in many styles and colors; however, "blue jeans" are particularly identified with American culture, especially the American Old West.

Peter England, a brand of Madura Fashion and 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. Today Madura Fashion and Lifestyle has achieved market leadership through it‟s own  brands and has also introduced premier international brands. Madura Fashion and Lifestyle today has under it‟s umbrella of brands Louis Page | 22

Philippe, Van Heusen, Allen Solly, Peter England and People. All it‟s brands  personify style, attitude, luxury and comfort. Madura Fashion and Lifestyle has for a decade sourced technology, fabrics and garments globally. It is always at the edge of fashion and innovation and is a global supplier for sophisticated international brands such as Marks & Spencer and Tommy Hilfiger. Madura Fashion and Lifestyle has a huge network comprising of about 850 exclusive and franchise stores and more than 2000 premium multi-brand trade outlets.

Peter England is one of the first international brands to have launched mid priced shirts in the country. The brand enjoys popularity across the metros and mini-metros and has a loyal customer base in these cities. The brand offers a huge range of shirts such as British Micros, Ultra Formal and Business Look, After Dark / Hours, Party, Casual, Winter Rhythms and T‟s in kaleidoscopic colours. The brand offers quality clothing to the urban upwardly mobile men under 3 categories. Peter England Elements as the name suggests appeals to the other elements of a man‟s lif e and caters to the casual side of Indian men and so offers Tshirts, Jackets, Denims, Cargos, Sweaters ranging from „Relaxed Officewear‟ to „Weekend Casuals‟.

Peter England Elite on the other hand appeals to the office wear segment  but offers premium shirts in higher price segment. This range offers  premium and internationally styled collection with an exciting range of shirts and trousers designed with the finest quality of fabrics, contemporary cuts with superb fits and soft and bold colours that brings in freshness. Peter England has all the standard apparel under it.

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The clothes offered by Peter England are divided in 5 categories such as Formals, Elite, Casuals, Party and Wedding. Formals  range has a huge collection of formal shirts and trousers that are smart and contemporary. Elite on the other hand have a range of premium formal clothes which are made completely out of cotton with excellent craftsmanship and great fits. Casuals comprise of casual wear made of finest washed down cotton in slim fits and urban designs. Peter England Party has a bright range of comfortable evening wear with high sheen and perfect fits. The  Wedding collection blends Indian tradition and Western silhouettes befitting the momentous occasion.

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Peter England sub brands Peter England Elite

Peter England Elite is targeted at young and successful professionals who have achieved success early in life. Peter England Elite offers a  premium and internationally styled collection with its exciting range of shirts and trousers designed with the finest quality of fabrics, contemporary cuts with superb fits and soft and bold colours that  brings in freshness. The wardrobe includes a complete array of fine-crafted formal shirts and trousers, sharp suits and blazers, and accessories. The look is progressive, international, and one of understated elegance. The exclusive collection of Peter England Elite is targeted at the mid and  premium audience who are young office-goers and dynamic entrepreneurs, high on ambition, attitude and spirit. The Peter England Elite consumer has an assured sense of self confidence and works with ease and success despite the fact that he is unassuming and unpretentious. He believes in himself and is proud to be who he is. The garment's style and design is contemporary, drawing inspiration from European designs while blending them with the Indian sensibilities. The shirts are made from 100 per cent high-end cotton while trousers are offered in poly viscose, poly wool modal and 100 per cent wool. Peter England Elite is re-engineered to make the wardrobe more appealing and exciting to the younger audience who prefer the slimmer silhouette look as well as a nice snug fit. Contemporary cuts and fits for the shirts and trousers have been refined to give the consumers not only comfort but style to complement his personality. The brand has introduced various innovations such as: 

Detachable collar bones in shirts

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Double fused skin and patch on collar for a clean roll with high-end interlining in shirts, lined waist bands and piped in-seams for trousers The main label on the shirt is double-folded to avoid harsh edges Buttons are shanked for ease of buttoning Packing of shirts is simpler with the exclusion of pins

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Chapter 4 FIRM PROFILE  Brief History  Capital Structure  Marketing Mix Strategy  Problems Faced  Sales Analysis

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Firm Profile Brief History: Peter England Showroom has been incorporated as a proprietorship concern. It was established in 2010. It is located in Savalanga Road, Shimoga, which is in the Heart of Shimoga city. The name of the concern is ‘Peter England Showroom‟. It is an ownership firm and name of the owner is Subhash Shah is having a very good experience in attracting the customers and improves the sales. The firm is gaining an annual turnover to 50 lakhs. The firm have total 4 employees for working. Management Structure 1. Owner 2. Manager 3. Salesman 4. Salesman

: Subhash Shah : Mansur Ahemed : Siddesh : Nagesh

Capital Structure: The initial investment of ‘Peter England Showroom‟ was Rs 35 lakhs. Today, the firm is gaining an Annual turnover to more than 50 lakhs. These years of success is the result of dedication, creative thinking and team work for which all the employees, including the proprietor of ‘Peter England Showroom‟ are proud of. They have a monthly stock of about Rs 10 lakhs to Rs 15 lakhs. Marketing mix strategy of the Firms: It plays an important role in the marketing of a product i.e., selling a  product to the consumers. In consumer behaviour, use have studied that modern consumers are very cautious in buying a product. As per the modern marketing, consumers are king and they can be attracted in 4 ways, towards a companies product they are as follows. a. Product.  b. Price. c. Promotion. d. Physical Distribution. a. Product:

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It is considered as the life and blood of the marketing mix. Without  product, no other activities can be carried on. A product conveys message indicating a bundle of utilities and expectations to the buyers. It must offer economic, social and psychological satisfaction. The total product concept includes not only physical attributes or characteristics of the product, but also presale and post sale services and a  bundle of satisfaction. The selling points of a product are. 1. Physical Product itself. 2. Brand Name, Packaged label. 3. Design, color, Style, Finishing Beauty. 4. Durability. 5. Price. 6. The reputation or image of the market. In these days, the availability of the readymade garments has increased. But people prefer textile clothing because the stitching will give perfect fitting when compared to readymade. So, the demand for the textiles is  being continuously increased. It is the important and moving factor of the marketing mix. It has greater importance to manufacturers, dealers as well as the customers. In a monitory economy, we cannot buy or sell anything in the market. The price of an article is its exchange value expressed in money. Price of a product consists of physical product plus the bundle of expectations, its benefits, delivery of the product, credit & discount and sellers reputation. Thus in „Peter England‟, it follows discouraging of potential competitors policy which makes the company to enter into the national market with greater demand. Promotion: It is nothing but communication. It involves information and influence of all consumers, as well as middlemen, through all means of communication in distribution. Promotion includes advertising, personal selling, dealer and sales  promotion. Sales promotion is responsible to create demand, capture and maintain demand for all product, agreement and keen competition. Advertising includes publicity. It is to create awareness of the companies  product and also to increase the sales of the company.

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Advertising policy of Peter England: Peter England has adopted the policy of corporate advertisement which means any of its advertisements should be accompanied by the names and address of the dealer. The dealer should undertake advertisement like wall paintings, Hoarding, Banners, local newspapers etc.

When we come across the expenditure made by Peter England Showroom on advertisement is very less compared to other firms. Advertisement is an important factor of sales promotion. Effective advertisement leads to effective sales. So, necessary steps must be taken to improve the advertising. At present, the firm is advertising through papers, but it has to give importance towards other sources such as banners, wall papers etc. It should also introduce offers like special offers in festival season, discounts, so that they could increase their sales. Distribution: It is nothing but the flow of goods and services from producers or manufacturers to the ultimate consumers. Distribution channel represent a chain of middlemen participating in sale of goods.

Source of the popular chains are as follows. Manufacturers…….wholesalers…….Retailers…….custo mers Manufactures……..Salesman……….Dealers……...customers Manufacturers……..Consumers. Manufactures……..Retailers………..Consumers. ‘Peter England‟ is one of the authorized dealer of Shimoga city.

Problems faced by Peter England Shop: When „Peter England Showr oom‟ first stared in 2010, they had so many hurdles. Because in those days, making a huge investment was a very  big problem. Only some people could effort to buy Peter England Textiles. The main problem was money with the consumers and the wholesalers. The transportation was also a big problem, because in those days, there were no good road facilities. As the time passed their sales also increased and gradually, success touched their feet.

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Peter England Showroom‟ does not give credit facility to anybody  because, as this is a reputed firms. Normally they give 5% to 10% discount to regular customers. In order to overcome are the problems and increase the sales. They should give more advertisement and they should give more advertisement and they should also give credit facility and discount facility to their customers. Sales Analysis of the firms: ‘Peter England‟ is the authorized dealer in Shimoga. Since 2010, the firms is having a very good reputation, as they are having a good sales –  service facility. Out of 10 buyers 7 buyers, are ready to buy in ‘Peter England‟ and prefer to buy „Peter England Product‟. ‘

Year

Total sales (in lakhs)

2010-11 2011- 2012 2012-2013

45.00 57.00 68.00

CHAPTER  –  5 DATA ANALYSIS AND INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION

Results and findings are also called as Analysis and Interpretation. This part of the report contains an allotment of tables, charts, graphs, and narrative of the results of the survey. The analysis identifies the various factors that play a major role in determining why the respondents go for a particular product on brand. The analysis has also been made with reference to factory affecting buying decisions the multinational factor to go far a particular brand. For some of the tables. Graphs are used to interpret the findings in a better manner. The object of survey was to know the Customer Satisfaction Towards Peter England Textile Shimoga. Consumer analysis consumption factor or purchasing pattern and other related aspects. The occupation, income of the respondents is also recorded in order to know the correlation between these features.

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Table no.1: Showing on the basis of gender factor Gender Male Female Total

No of respondents 50 0 50

Percentage 100% 0 100

Analysis: Almost out of 50 Respondent were male i.e., 100% the Respondent who were male are engaged in their own business, profession and also students Inference: From the analysis it is conclude that majority of respondents are Male Chart showing on the basis of gender factor

100 80   e   g   a    t   n   e   c   r   e    P

60 40 20 0 Male

Sex

Female

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Table 2: Showing the marital status of the respondents Marital Status Married Un married Total

No of Respondents 16 34 50

Percentage 32% 68% 100%

Analysis: The above table shows that 68 % respondents are unmarried and 32 % of respondents are married. Inference: from the above analysis it is conclude that majority of respondents are Unmarried. Chart showing the marital status of the respondents

  e   g   a    t   n   e   c   r   e    P

80 70 60 50 40 30 20 10 0 Married

Unmarried

Marital Status

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Table no.3: showing the age groups of the respondents Age group Below 20 20 to 30 Above 30 Total

No of Respondents 14 26 10 50

Percentage 28% 52% 20% 100%

Analysis: About 28% of the respondents are in the age group of below 20, 52% of the respondents are in the age group of 20 to 30, 20% of the respondents are in the age group of above 30. Inference: From the above analysis it is clear that majority of respondents age group is 20 -30 Chart showing the age groups of the respondents

20

28 Below 20 20-30 Above 30

52

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Table no.4: Educational qualifications of the respondents. Qualification No of Respondents Percentage

S.S.L.C

4

8%

PUC

8

16%

Graduate

30

60%

Post Graduate

4

8%

Other

4

8%

Total

50

100

Analysis: Out of the 50 respondents 8% Belongs to SSLC. 18%, 16 %  belongs to PUC, 60 % Belongs to Graduate, 8% Belongs to Post graduate and also 8% belongs to others. Inference: from the above analysis it is clear that majority of respondents are graduates Chart showing Educational qualifications of the respondents

SSLC PUC Graduate

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Table no.5: showing Occupation of respondents is presented Occupation No of Respondents Percentage

Professional Business Government Service Student Others Total

6 8 4 26 6 50

12% 16% 8% 52% 12% 100%

Analysis: Out of 50 Respondents, 12 % Respondent having the occupation like professional, 16 % Respondent having the occupation like business 8 % Respondent having the occupation like Government service, 52 % of respondents having occupation like students only 12 % respondents having the occupation like other occupation. Inference: of respondents are from the above analysis it‟s clear that majority students Chart showing Occupation of respondents is presented

60

52

50   e   g   a    t   n   e   c   r   e    P

40 30 20

12 16 8

10

12

0 Occuption

Table no.6: Table showing Income of the Respondents on Monthly Basis. Income Rs Less than 10,000

No of Respondents 20

Percentage 40%

10,000-15,000

12

24%

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15,000-20,000

10

20%

20,000 above

8

16%

Total

50

100%

Analysis: Out of the 40% Respondents belongs to income group less Rs. 10,000 per month, 24 % Belongs to Rs 10,000 -15,000 per month. 20 %  belongs to Rs. 15,000 20,000 per month. & 16 % Belongs to 20,000 & above Inference: From the above analysis clear that majority of respondents income is less than 10000 Chart showing Income of the Respondents on Monthly Basis

50 40   e   g   a 30    t   n   e 20   c   r   e 10    P

0

Less than 10000

10000-15000

15000-20000

20000 above

Income

Table 7: showing Expectations from the Company Expectation No of Respondents Trust and Care 20 Professional Quality Service 10 Immediate Response 15 Other specify 5 Total 50

Percentages 40% 20% 30% 10% 100%

Analysis: Out of the 100% in that 40% Respondents belongs to Trust and Care, 20% Respondents belongs to Professional Quality service, 30% respondents belongs to immediate response Group and remaining 10% respondents belongs to Other Expectations

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Inference: From the above analysis clear that majority of respondents expectation from the company is trust and care. Chart showing Expectations from the Company 20 20 18

15

16

Trust and Care

14 12

Professional Quality Service

10

10

Immediate Response

8

5

6

Other specify

4 2 0 No of Respondents

Table No-8: showing which are the brands of shirts you have heard of? Brand Responses Percentage Peter England 15 30% Park Avenue 8 16% Raymond‟s 25 50% Others 2 4% TOTAL 50 100% Analysis: out of 50 respondents 15 belongs to Peter England, 8 belongs to Park Avenue, 25 belongs to Raymond‟s, and remains are from others Inference: from the above analysis clears that majority of respondents are heard about Peter England and Raymond‟s. Chart showing which are the brands of shirts you have heard of?

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Table No-9: showing What is your frequency of buying shirts?

RANGE 0 – 1 Month 1 Month 2-5 Months 6 Months 7-11 Months Once a Year  No Particular Frequency Total

PERCENTAGE 6% 7% 36% 17% 6% 4% 24% 100%

Analysis: The above diagram shows the consumers buying frequency for shirts, maximum people told that they purchase shirts at the interval of 2 to 5 months. This give a fair chance for frequent sale of shirts for the company. Chart showing What is your frequency of buying shirts

Purchasing Frequency 24%

6% 7%

4% 6% 36%

17% 0-1 Mnth 2-5 Mnths 7-11 Mnths No Particular Frequency

1 Mnth 6 Mnths Once a year  

Table No-10: showing purchase shirts on special occasions only Purchase on Occasions No of Respondents Percentages Yes 15 30%  No 35 70% Total 50 100%

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Analysis: This pie shows no. of shirts bought in single purchase maximum number of people told that they buy 2 shirts at a time followed by 3 to 5 shirts at a time, which replicts huge sales potential Major part of candidates was in favour of random purchases of shirts rather than any special occasional purchases Inference : mejority of respondents are not purchase shirt on special occasions Chart showing do you purchase shirts on special occasions only Purchase on Speical Occasion

15 Yes  No 35

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Table No-11: showing where do you usually shop? Particular Exclusive Brand Outlets Multi Brand Outlets Departmental Stores Total

No of Respondents 9 24 19 50

Percentages 18% 48% 38% 100%

Analysis: People usually shop at Multi brands outlet followed by Departmental stores. The results show the significance of marketing the  product from MBO. Inference: Majority of respondents are usually shop at multi brand outlets. Chart showing where do you usually shop

25 

20 

15 

10 

5 

0 

No of Respondents

Exclusive Brand Outlets

Multi Brand Outlets

Departmental Stores

9

24

19

Table No-12: showing what do you look in a store where you shop?

Particular Shop Ambience Trial Room Proximity From Home Prices Offered Courteous & Helpful Sales Staff

No of Respondents 5 7 8 9 6

Percentages 10% 14% 16% 18% 12% Page | 42

Parking Variety Others Total

3 10 2 50

6% 20% 4% 100%

Analysis: The above diagram shows the important external factors which consumers consider important while purchasing apart from the product to be  purchased. Again Variety hits the top of list. This signifies that Company should have different variety & variants in their product category Inference: Majority of the respondents are look variety while they went to shop for shopping Chart showing what do you look in a store where you shop Shop Ambience

50 50

Trial Room

40

Proximity From Home

30

Prices Offered

20 10

5

7

8

9

6

Courteous & Helpful Sales Staff 

10 3

2

Parking

0 No of Respondents

Variety Others

CHAPTER - 6 FINDING, SUGGESTIONS, CONCLUSIONS

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Summary of findings 

 

 





It was found that most of consumer prefer formal wear than casual wear Peter England Consumer feel Peter England‟s product express their style It was found that most of the consumer express their dissatisfaction toward the quality of the product Consumer expressed their that Peter England‟s product are affordable Repositioning of Peter England to family is accepted by most of the consumer who participated in the survey In survey it was found that most of consumer feel the product as discounted good and inferior quality product It was found the place of stores are not in even

Suggestion If proper attention is given then many of the shops in these areas have the capacity & will to become the exclusive Pepsi outlets. In my View those shops which have a good regular sale of 5 to 10 cases per day should be targeted to convert them in exclusive outlets.

We suggest that the product should be extended to the Multi Brand outlets and Large Format store; as these are the Major focus areas of Consumer reach. As Noting Hill is an upcoming brand from Peter England Apparels the company should make some efforts to create a Value in mind of Consumers  by using the image of Peter England Ltd. for its Uniqueness / Quality Product. Value that will bring in change in Attitudes / Brand perception of Consumers. Extending its elements in various product lines uncovered such as Casuals/Club/Denim wear will increase its reach/value for all requirements. Shop in shop tie-ups in Shopping malls, Mega retail outlets.  Noting hill can take up a pace in market and can grow at a very speed, as the  brand is what the consumers were waiting for. As During our survey we noticed that people say Park Avenue is a very good brand but its too costly Page | 44

so Noting Hill is what the consumer wanted. So this is the place where  Noting Hill has a good market and can be a valuable asset for Peter England. Brand awareness to be increased through print advertisements, Outdoor hoardings and Direct mailers etc. TV advertisements for improving brand awareness. To improve sales in Mega retail outlets, company should indulge in shop promotions & displays.

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CONCLUSION

I would like to conclude my project with a sense of satisfaction that whatever knowledge I have gained in this semester of my curriculum can be indeed used in the real life situation and enhanced my view at looking towards things in a wider perspective, of-course the in – depth analysis has to  be done in the classrooms, but the report writing gives the student, a chance to know him about the latest developments in the concerned field. The  project not only imparted me the practical knowledge but also gave me an idea of working in an organization with perfect teamwork. I came to know about a fact that I like to share with the reader

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ANNEXURE Dear respondent, I am a student of final year BBM, ATNCC, Shimoga as a part of my BBM course. I have selected “

 for my project report kindly fill up the questionnaire and give suggestion for the study. The information supplied by you will be kept confidential and will be used for only academic purposes.

 Yours sincerely Basavaraj L.H QUESTIONNAIRE

1.  Name

:

____________________

2. Gander i) Male ii) Female

[ [

] ]

3. Marital status: i) Married ii) Unmarried

[ [

] ]

4. Age: i) ii) iii)

[ [ [

] ] ]

Below 20 Between 20-30 Above 30

5. Educational qualification i) SSLC ii) PUC iii) Graduate iv) Post Graduate v) Others Specify

[ ] [ ] [ ] [ ] ___________________

6. Occupation i) Profession ii) Business iii) Govt. service iv) Student v) Others Specify

[ ] [ ] [ ] [ ] ___________________ Page | 47

7. Monthly i) ii) iii) iv)

income Less than 10000 10000-15000 15000-20000 Above 20000

[ [ [ [

] ] ] ]

8. Which are the brands of shirts you have heard of? i) Peter England [ ] ii) Park Avenue [ ] iii) Raymond‟s [ ] iv) Others [ ]

9. How many formal shirts do you have in your wardrobe? i) 1 – 5 [ ] ii) 5 – 10 [ ] iii) 10 – 15 [ ] iv) 15 – 20 [ ] v) 20 – 25 [ ] vi) 25 & Above [ ] 10.What is your frequency of buying shirts? i) 0 – 1 Month [ ii) 1 Month [ iii) 2-5 Months [ iv) 6 Months [ v) 7-11 Months [ vi) Once a Year [ vii)  No Particular Frequency [

] ] ] ] ] ] ]

11.How many shirts do you buy at a time? i) One [ ii) Two [ iii) 3 to 5 [ iv) 5 & More [ v) Depends [

] ] ] ] ]

12.Do you purchase shirts on special occasions only? i) Yes [ ] Page | 48

ii)

 No

[

]

13.For how long have you been using this (Respondent‟s preferred) brand? i) 1 to 6 Months [ ] ii) 1 Year [ ] iii) 1 to 2 Years [ ] iv) 2 or More [ ] v)  No Idea [ ] 14.Where do you usually shop? i) Exclusive Brand Outlets ii) Multi Brand Outlets iii) Departmental Stores

[ [ [

] ] ]

15.Where do you prefer shopping? i) Exclusive Brand Outlets ii) Multi Brand Outlets iii) Departmental Stores

[ [ [

] ] ]

16.What do you look in a store where you shop? i) Shop Ambience ii) Trial Room iii) Proximity From Home iv) Prices Offered v) Courteous & Helpful Sales Staff vi) Parking vii) Variety viii) Others

[ [ [ [ [ [ [ [

] ] ] ] ] ] ] ]

17.How did you come to know about Peter England? i) Advertisement [ ] ii) Friends and relatives [ ] iii) Observation [ ] iv) Company image [ ] v) Publicity [ ] vi) any other ___________________ 18.If you have come to know through advertisement please name of the media. i)  News paper [ ] Page | 49

ii) iii) iv)

Radio Magazines Television

[ [ [

] ] ]

19.By which media of advertisement have you been introduced to Peter England? i) Television [ ] ii) Magazine [ ] iii)  Newspaper [ ] iv) Posters/Stickers [ ] v) Others [ ]

20.Are you satisfied with the advertisement of your Peter England? i) Yes [ ] ii)  No [ ] 21.From Past how many years did you know about Peter England? i) One Year [ ] ii) Two years [ ] iii) Three years [ ] iv) Don‟t know Exactly [ ] 21.What do you expect from this Company? i) Trust and Care ii) Professional Quality Service iii) Immediate Response iv) Other specify ……………………………………… 22.Any suggestion to Company for providing better service to customers ………………………………………………………………………… ………………………………………………… Date : …………… Place: …………… (Signature)

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