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DEPARTMENT OF MANAGEMENT STUDIES

JAI NARAIN VYAS UNIVERSITY


JODHPUR

A
TERM PAPER
ON

“MARKETING STRATEGY: NATIONAL HANDLOOM”


AS A PART OF FULFILLMENT OF MASTER OF
BUSINESS ADMINISTRATION
2008-2010

Supervised by: Submitted by:


Dr.(Mrs.) Kalpana Mathur NITIN BHATI
M.B.A.,PhD MBA Ist Semester
CERTIFICATE

DEPARTMENT OF MANAGEMENT STUDIES


FACULTY OF COMMERCE AND MANAGEMENT

JAI NARAYAN VYAS UNIVERSITY


JODHPUR

This is to certify that the term paper titled “MARKETING STARETEGY: NATIONAL
HANDLOOM” has been completed by Mr. NITIN BHATI ,student of M.B.A.1st
semester in partial fulfillment of Master of Business Administration Examination 2008-
2009. This is a record of his own work carried out by him under my supervision and
guidance.

Place: Dr.(Mrs.) Kalpana Mathur


Date: Department of Management Studies
Jai Narayan Vyas University
Jodhpur
ACKNOWLEDGEMENT

With pleasure I extend my deep sense of gratitude to my supervisor Dr. (Mrs.)


Kalpana Mathur, Dean, Department of management studies, J.N.V University, Jodhpur,
for her Honorable guidance and encouragement. Without her valuable views this study
would not have seen the light of day.

I would take this opportunity to thank Dr. M.C. Agarwal , Head of the Department,
DMS for giving me the opportunity to explore and get acquainted to the commercial
world.

I would like to express my appreciation to the following employees of NH who served


me information: LALIT JI MEHTA (CEO, NH), Avinash(Ckt. House road), S.K. Joshi
(Manager, sojati gate), Ashok Singh Rajpurohit(Manager, nai sadak), Sitaram Ji( Account
Manager) and to all those who helped me directly or indirectly.

Especially, I would sincerely like to thank all the people who spare their precious time to
filled questionnaire, which is the base analysis; it was not possible for me to do it without
their participation.

Lastly, I would sincerely like to thank all the staff members and friends for their valuable
suggestions and cooperation given in doing the work on this term paper.

NITIN BHATI
M.B.A. 1st Semester
CHAPTER SCHEME

1. Introduction

2. Marketing Strategy Process

3. Objectives

4. Hypothesis and Assumption

5. Research Methodology

6. Company Overview and Expansion

7. Marketing Environment

8. SWOT Analysis

9. Marketing Mix

10. Product Life Cycle

11. Findings and Analysis

12. Conclusion

13. Suggestions and Recommendations

14. References

15. Bibliography

16. Questionnaire
MARKETING STRATEGY: NATIONAL HANDLOOM

INTRODUCTION:-

Marketing is a business term referring to the promotion of products, advertising, pricing,


distribution channels, and branding.

According to the AMERICAN MARKETING ASSOCIATION “Marketing is an


organizational function and a set of processes for creating, communicating and delivering
value to customers and for managing customer relationships in ways that benefit the
organization and its stakeholders”.[1]

Revised definition by AMA “Marketing is the activity, set of institution and processes for
creativity, communicating, delivering and exchanging offerings that have value for
customers, clients, partners and the society at large.”[2]

Marketing has been defined as "The process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods and services to create exchanges that
satisfy individual and organizational objectives."

The area of marketing includes the gamut of business activities involved in the sale of
goods and services such as product planning, packaging, pricing, branding, selecting and
directing channels of distribution, personal selling, advertising, promotion and
conducting marketing research.

MARKETING STRATEGY:

A Marketing strategy is a process that can allow an organization to concentrate


its limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage. A marketing strategy should be centered around the
key concept that customer satisfaction is the main goal. Marketing strategies are dynamic
and interactive. They are partially planned and partially unplanned. [3]

A marketing strategy can serve as the foundation of a marketing plan. A marketing plan
contains a set of specific actions required to successfully implement a marketing strategy.
For example: "Use a low cost product to attract consumers. Once our organization, via
our low cost product, has established a relationship with consumers, our organization will
sell additional, higher-margin products and services that enhance the consumer's
interaction with the low-cost product or service."
The focus of your strategy should be making sure that your products and services meet
customer needs and developing long-term and profitable relationships with those
customers. To achieve this, you will need to create a flexible strategy that can respond to
changes in customer perceptions and demand. It may also help you identify whole new
markets that you can successfully target.

Every business owner should develop a written guideline that sets forth the business's
marketing strategy. This document is used to judge the appropriateness of each action
that the business takes. If a company has to take an action that is off-strategy, it may
indicate a temporary emergency action prompted by competition or other factors beyond
normal management control or it may indicate the need to change or revise the company's
marketing strategy.[4]

A good marketing strategy provides specific goals and can include:

• a description of the key target buyer/end user


• competitive market segments the company will compete in
• distribution channels
• the unique positioning of the company and its products versus the competition
• the reasons why it is unique or compelling to buyers
• price strategy versus competition
• marketing spending strategy with advertising and promotion
• possible research and development
• Market research expenditure strategies.

An overall company marketing strategy should also:

• define the business


• position the business as a leader, challenger, follower, or niche player in the
category
• define the brand or business personality or image that is desired in the minds of
buyers and end users
• define life cycle influences, if applicable

Use the following checklist to help create your own marketing strategy.

Marketing strategy checklist

• define what your company is


• identify the products or services that your company provides
• identify your target buyers/end users
• Establish the marketing category (e.g., fast food purveyor, high-end audio
equipment sales, etc.)
• determine whether your company will be a market category leader, follower,
challenger, or niche player
• Describe the unique characteristics of your products or services that distinguish
them from the competition.
• define whether your pricing will be above, below, or at parity with your
competitors and establish whether you will lead, follow, or ignore changes in
competitors' pricing
• identify the distribution channels through which your products/services will be
made available to the target market/end users
• describe how advertising and promotions will convey the unique characteristics of
your products or services
• describe any research and development activities or market research plans that are
unique to your business
• describe the image or personality of your company and its products or services

A good working marketing strategy should not be changed every year. It should not be
revised until company objectives (financial, marketing, and overall company goals) have
been achieved or the competitive situation has changed significantly, e.g., a new
competitor comes into the category or significantly different or new products emerge
from existing competitor.
Marketing Strategy Process:

The strategic marketing process involves marketing analysis, designing a marketing


strategy, marketing program development, and implementing and managing marketing
strategy.

Marketing Analysis
(Internal)

Analysis of Marketing Situation


(Exteranal)

Formulating Marketing Strategy

Marketing Program Development

Implementing & Managing


Marketing Strategy

Adapted from Sravens David W. “MARKETING STRATEGY AND PLANNING”Strategy Marketing.


Irwin pg 11.
Marketing Strategy Process:

1. Marketing Analysis (Internal):- [5]

This step involves analyzing “where” an organization stands in its marketing


function. A systematic marketing analysis helps an organization to compete effectively
in turbulent markets. Marketing analysis involves identifying the internal dynamics of
the firm in term of finance and operations. This analysis acts as a basis on which a
marketing strategy can be formulated marketing analysis coves the following:-

(A) Marketing Audit & SWOT Analysis:-

Marketing Audit is a tool for keeping track of an organization’s current market


situation, operation and its ability to cope with changes. It provides valuable insights for
effective strategy formulation like past market success & failure. The SWOT Analysis,
on the other hand, brings to light the organization’s straights and weakness, opportunity
and threat. We will take SWOT in detail & analysis for NH.[6]

(B) Marketing Costs & Financial Analysis:-

This analysis plays a vital role in marketing strategy formulation.


Financial analysis helps in identifying the available resources and how they can be
optimally utilized. Financial and operational analysis gains many alternatives (marketing
activities) and the same time limited resources. This analysis helps in selecting the best
variable alternatives. [7]

2. Analysis of Marketing Situation ( External Analysis of the


Organization )

The next step in Marketing strategy process is the external analysis i.e.
analysis of marketing situation.

(A) Marketing & Environmental Analysis

An organization cannot formulate a marketing strategy isolating itself


from the market. The analysis of market and the environment plays a vital role in
strategic marketing. A market is a place where an organization sells products that people
are willing to purchase. The organization cannot be successful unless it is able to identify
or meet the requirements of the customers. An Analysis of Environment will help the
organization to identify the changes in the political, social, economic & technological
filets, as they have a major effect on the business. This analysis also helps the
organization to identify attractive opportunities to enter new markets and to exit from
unattractive markets[8].
(B) Competitor Analysis:-

Competitor analysis is another important activity in strategy formulation.


The strategy should be designed to exploit the weakness of competitors analysis involves
the analysis and evaluation of every competitor individually. This analysis brings out the
key issues of the competition, their competitive advantages, and the areas in which they
have an advantage. The main aspect of competitor analysis is in identifying how a
competition is going to affect one’s business in the future[9]..

(C) Customer Analysis:-

The main focus of any Marketing activity is the Customer. The main task
of marketing is to identify and satisfy the needs of the customer. Customers differ in their
age, gender, sex, buying, behaviors, needs & preferences. This makes identifying
customers needs a complicated process. For example:- an individual customer differs
from an industrial customer. Therefore, customer analysis should bring to light the
preferences, expectations, and demands of the customers. [10].

3. Formulation Marketing Strategy:-

The third step of this process is formulation of marketing strategy. The


insights about the internal and external environment act as inputs for the formulation of a
marketing strategy. It covers the following topics:-

(A) Segmentation Marketing:-

Marketing segmentation is a tool to identify the various needs of the


buyers in the market. The main aim of segmenting markets is to differentiate & classify
the various buyers, depending upon their specific needs segmentation helps
organization’s to focus their efforts on a segment for a given product or service[11]..

(B) Targeting & Positioning Strategies:-

Targeting strategies allow an organization to define the market it wishes to


serve. Targeting strategies help the organization in setting marketing objectives and in
developing positioning strategy,
Positioning strategies are various combinations of seven P’s of marketing
that help an organization to position itself strongly over key competitors in the markets.
[12]
(C) Relationship Strategies:-

The aim of relationship strategies is to achieve customer’s satisfaction


with the joint efforts of various parties involved. Relationship strategies emphasize the
need for relationship marketing with the increasing demands of the customer and cut-
throat competition in the market, organizations need to develop long-term relationship
with their suppliers, distribution, etc. to provide superior customers service.

(D) Generic Strategies:-

Generic strategies deal with factors that affect the marketing strategy of an
organization. Michael porter identified three generic competitive strategies namely Cost
leadership strategy, Focus strategy, and Differentiation strategy.

(E) Planning For New Products:-

In order to keep up with changing customers needs, business needs to


regularly come up with new products. New product planning therefore should meet the
requirements of the customer. The key issues in planning for new products are collecting
& evaluating ideas and selecting potential ideas for product development it then involves
designing marketing programs & testing the products before taking up precuts
development on a large scale.

4. Marketing Program development :- [13 & 14]

The fourth step in the Marketing strategy process is the development of a


marketing program. The aim of the marketing program is to optimally allocate resources
to the markets, customers and products effectively and efficiently. Marketing program
development includes the following topics:-

(A) Product Branding & Customers Service Strategies:-

Organization should be aware of customer perception of their products and


their expectation from a product and services etc. This kind of information helps them to
develop plans for new products and management of successful products. A product
strategy should help in creating a brand name and maintaining product quality.

(B) Pricing strategy:-

Pricing plays an active role in the marketing strategy. It is vital for


positioning a product or a service. The pricing strategy analysis a change in prices, the
pricing of competitors etc. some organization focus on the price, while some focus on
other factors of marketing mix like product, quality etc.

(C) Advertising & Sales Promotion Strategies:-

Advertising strategies are used to communicate product information to the


customer. The main aim of promotion is to position the product appropriately in the
market. A promotional campaign informs potential customers about a product and
reminds & convinces them to purchase the products.

(D) Public Relation & Direction Marketing Strategies:-

Communication is the main root of marketing; Therefore, Public Relation


(PR) plays a viral role in developing a successful marketing program. A organization
should use its PR optimally in its marketing program.

(E) Sales Force Strategies:-

Sales force strategies should be designed to complement the marketing


strategies of the organization.

(F) Distribution strategy:-

Buyers can be contacted directly or by intermediaries like wholesalers,


retailers etc. this strategy mainly deals with the distribution channels an organization
should adopt in order to compete more effectively in the marketplace.

5. Implementing & Managing Marketing Strategies:-

The final step in the marketing strategy process is implementing and


managing the marketing strategy.

(A) Strategic Issue in Marketing:-

Marketing is an organizational activity that is not very easy to plan and


control. A marketing activity basically involves forecasts and expectations.
For example: - the sales may sometimes exceed. The forecasted level and the production
facility have to be expanded.
On the other hand, sometimes sales may be less than the forecasted level. In such
situation a part from reducing the price, other distribution channels should also be
identified to ensure that sales increase. The problems an organization can face during the
implementation of a marketing strategy are problems due to the organization structure or
due to lack of feedback on the marketing activities.

(B) Designing an Effective Marketing Organization :-

An effective marketing organization provides a supportive environment


for marketing. An organization should be designed to support the marketing strategies of
the organization. An effective organization design should support people in achieving
their marketing objective. An effective marketing organization should be flexible and
dynamic to adopt the changed in the market or the strategic requirements.

(C) Marketing Strategy Implementation & Control:-

A marketing plan contains details regarding the targeting, positioning and


the various marketing mix activities. It is a blueprint of “what is to be done”, who is
responsible, and what are the costs involved. For the implementation to be effectively
important expects like the skills of the people involved, organizational design etc. should
be considered. After the implementation the plan should be evaluated & proper feedback
obtained. [15 & 16]
Objectives:
 To study profile of National Handloom.
 To study extension of National Handloom from handloom to departmental store
and rapidly rising popularity in Jodhpur
 To understand the psychological, social, and situational issues affecting
consumption decisions.

Hypothesis:
Here researcher assumes that marketing strategy and planning are necessary thing
for any organization’s to growth and most of organizations want to implement these
strategies successfully on their organization.

Research Methodology:
The project is mainly focused on the marketing strategy of an organization and to

justify the marketing strategies and planning the study is concerned to national handloom

and there competitors .The study is survey based in Jodhpur city. The size of the survey

will be 50 people. The study will be conducted by preparing an expert’s opinion

Performa which contains the various questions regarding above topic. And then the

whole analysis and the conclusion will be made.

(a) Primary Data


Sample Size
The sample size used in this survey is 50 local people of the Jodhpur city only.
Location
The location of this survey is Jodhpur city.

(b) Secondary Data Secondary data will be collected by Internet, Books and
Magazine.
NATIONAL HANDLOOM CORPORATION:COMPANY
OVERVIEW

NATIONAL HANDLOOM: MISSION STATEMENT:

NH is continuously striving for synergy between systems, technology and human


resources to provide products and services that meets the quality performance and price
aspirations of our customers, while doing so we maintain the highest standards Of ethics
and social responsibilities, constantly innovative products and processes and develop
teams that keep the momentum going to take the company to excellence in the new
millennium.

NATIONAL HANDLOOM: STRATEGIC OBJECTIVE:

To satisfy our customer by providing quality products, developing new products,


reducing the time it take to bring new product to market, improving the efficiency of all
our stores and building on our teamwork with employees, union, dealers and suppliers.

COMPANY PROFILE:

National Handloom is the unit of Rational Handloom Co. Pvt. Ltd. It is first big
department of Jodhpur to everybody for everything. It is most successful in Jodhpur and
other cities also of Rajasthan & India.
Initially, it was started by Mr. Chandan Ji Mehta and was known as Chandan
Handloom. Later on it become famous as National Handloom Corporation, a unit of
Rational Handloom. Sojati Gate main market, Sarkit House, Partap Nagar and Sardarpura
its 5 big branches in Jodhpur. Here you get full of shopping material in every department.
Its punch line attractive everybody that is "Saste Sasto Se Sasta, Acche Accho Se Accha"
Its intention that (cheaper than the cheapest, better than the best).

EXPANSION OF NATIONAL HANDLOOM:

Around 28 years ago, Mr. Chandan Ji Mehta used to sale, ready made cloths on a
small shop then, they started to sale handloom products and then, they never looked
behind. Then they introduced new product lines and gradually they become the king of
the departmental store in Jodhpur. They realized the need of expansion and with new
retail counter at different places and need to hire and train the human resources.
Establishment of NH Stores City Wise:

JODHPUR:
1. Shop No. 5,Nai sadak
2. Shop No. 7,Nai sadak,
3. Pratap Nagar
4. Circuit House Road
5. Sardarpura
6. Sojati gate

JAIPUR:
1. Johri Bazar
2. Vidhya Nagar
3. Vaishali Nagar

AHEMDABAD:
1. C.G. Road

PUNE:
1. Khandwa Road

Expansion of FMCG
Historically, NATIONAL HANDLOOM have derived significant portion of their
revenue from sale of handloom products. In pursuance of their business plan to diversify
their portfolio of offerings, FMCG products play a key role. FMCG products are usually
meant to fulfill the daily needs of consumers and therefore, NH believe retailing of
FMCG products will bring customers to their stores on a frequent basis and this may in-
turn lead to consumption of their handloom products. NH believe retailing of FMCG
products would help them to eliminate the impact of seasonality of the apparels market in
India, which depends on factors such as change in weather conditions and festival
celebrations. In furtherance of their endeavors to reduce costs, NH intends to procure
FMCG products directly from the manufacturers. For this purpose, NH have entered into
and will continue to explore the possibilities of entering into certain arrangements with
domestic FMCG majors on such terms and conditions, which are suitable to their
business model.

Continue to upgrade information technology systems and processes


NH believe that any retail business requires efficient information technology
systems for control over the functioning of various stores including stock management,
pricing and promotion, replenishment, sales, quality control and financial accounting. NH
is currently in the process of upgrading their information technology set up and has
entered into arrangements with leading vendors of information technology services for
implementation of more advanced ERP applications such as SAP. NH intends to
periodically upgrade their information technology systems and processes.

Continue to train employees and seek entrepreneurship from employees


NH believe a key to their success will be their ability to continue to maintain and
grow a pool of strong and experienced professionals. NH have been successful in
building a team of talented professionals and intend to continue placing special emphasis
on managing attrition and attracting and retaining their employees. NH intend to continue
to encourage their employees to be enterprising and expect them to ‘learn on the job’ and
contribute constructively to their business, either through ideas, personal networks or
effective knowledge management. NH also intend to continuously re-engineer their
management and organizational structure to allow them to respond effectively to changes
in the business environment and enhance their overall profitability.

Competition
NH face competition from other retailers of similar products and services. These
include standalone stores in the organized and unorganized sector, as well as other chains
of stores including department stores. NH focus on offering our customers a vast variety
of products and services catering to their diverse requirements and needs.
The Marketing Environment
What is the marketing environment?

The marketing environment surrounds and impacts upon the organization. There are three
key perspectives on the marketing environment, namely the 'macro-environment,' the
'micro-environment' and the 'internal environment'.

The micro-environment:

This environment influences the organization directly. It includes suppliers that deal
directly or indirectly, consumers and customers, and other local stakeholders. Micro tends
to suggest small, but this can be misleading. In this context, micro describes the
relationship between firms and the driving forces that control this relationship. It is a
more local relationship, and the firm may exercise a degree of influence.

The macro-environment:

This includes all factors that can influence and organization, but that are out of their
direct control. A company does not generally influence any laws (although it is accepted
that they could lobby or be part of a trade organization). It is continuously changing, and
the company needs to be flexible to adapt. There may be aggressive competition and
rivalry in a market. Globalization means that there is always the threat of substitute
products and new entrants. The wider environment is also ever changing, and the
marketer needs to compensate for changes in culture, politics, economics and technology.
SWOT ANALYSIS: NATIONAL HANDLOOM

Strengths:

1. NH is a powerful retail brand. It has a reputation for value for money,


convenience and a wide range of products all in one store.
2. NH has grown substantially over recent years, and has experienced wide
expansion.
3. The company has a core competence involving its use of information technology
to support its logistics system. For example, it can see how individual products
are performing store-by-store at a glance.
4. A focused strategy is in place for human resource management and development.
People are key to NH's business and it invests time and money in training people,
and retaining a developing them.

Weaknesses:

1. NH is the Jodhpur’s largest retailer and control of its empire, despite its IT
advantages, could leave it weak in some areas due to the huge span of control.
2. Since NH sell products across many sectors (such as clothing, food, or stationary),
it may not have the flexibility of some of its more focused competitors.
3. Company name not recognized on a National/Regional/Local level
4. Rented premises (Adding to costs)
5. Stock problems (currently holding too much/too little)
6. Too much waste

Opportunities:

1. To take over, merge with, or form strategic alliances with other global retailers,
focusing on specific markets such as big developing cities.
2. The stores are currently only in very few cities of countries. Therefore there are
tremendous opportunities for future business in expanding consumer markets,
nation wide.
3. Opportunities exist for NH to continue with its current strategy of large, super
centers.
4. New products and services that can be retailed in their cafes, such as Fair Trade
products.

Threats:

1. Large and increasing competition


2. Rising cost of Wages (Basic wage, etc)
3. Possible relocation costs due to poor location currently held
4. Local authority refusing plans for future building expansion
5. End of season approaching (if you depend on hot weather, etc)
6. Existing product becoming unfashionable or unpopular [15 & 16]

The Marketing Mix (The 4 P's of Marketing)

Tactical Marketing (4 P’s)

• Product strategies, including


o integration with strategic marketing and other P’s
o new product development and innovation
o product life cycle, adaptation, line extensions, portfolio management
o brand creation, equity, and management

• Pricing strategies, including


o integration with strategic marketing and other P’s
o financial analysis and profitability impact of pricing
o pricing by segment, channel, country
o pricing based on competitive, regulatory, economic, currency conditions
o role of price in buyer and channel member decisions, purchase elasticity

• Promotions strategies, including


o integration with strategic marketing and other P’s
o buyer persuasion dynamics
o advertising
o sales promotions
o public relations
o personal selling and sales force management
o integrated marketing communications

• Place (distribution) strategies, including


o integration with strategic marketing and other P’s
o channel structures, forms, and designs, including the Internet
o channel flows and efficiencies analysis
o channel integration and dynamic change
o channel coordination/alliances, legal constraints
The Product Life Cycle: Marketing strategy
A company’s positioning and differentiation strategy must change as the product, market
and competitors change over the product life cycle (PLC). To say that a product has a life
is to assert four things: [20]

1. Products have a limited life.


2. Product sales pass through distinct stages, posing different challenges,
opportunities, and problem to the seller.
3. Profit rise and falls at different stages of the product life cycle.
4. Products require different marketing, financial, manufacturing, purchasing and
human resource strategies in each life cycle stage.

Most product life cycle curve are portrayed as bell-shaped. Unfortunately, the PLC may
be different for different products, different markets and different market conditions (e.g.,
economic forces). Consequently, there is not a one-model-fits-all PLC. Yet there is
enough evidence to suggest that most products experience patterns of activity that divide
the evolution of the product into five distinct stages. These stages are:

• Development – Occurs before the product is released to the market and is


principally a time for honing the product offering and preparing the market for
product introduction.
• Introduction – Product is released to the market and sales begin though often
gradually as the market becomes aware of the product.
• Growth – If the product is accepted it may reach a stage of rapid growth in sales
and in profits.
• Maturity –At some point sales of a product may stabilize. For some products the
maturity phase can be the longest stage as the product is repeatedly purchased by
loyal customers. However, while overall sales may grow year-over-year,
percentage sales increases may be small.
• Decline – All products eventually see demand decline as customers no longer see
value in purchasing the product.

Complaints: -
 Low variety of product available and customization of products is not there.
 Air conditioners are not properly working
 Prices are not mentioned at all places and at all products.
 Prices are not competitive as they are assumed to be higher when consumers are
visiting other retail outlets.
 Grocery items are not sufficient and they are not at all available at many stores.
 Clothing items of women are priced unreasonably
 Lack of space in the store while shopping and moving within stores.

Suggestions and Recommendation:-


 Include more trained sales person to help customers in the store while shopping.
 Improve quality of the products especially clothes.
 Play good songs or soothing music in the store rather than cheap filmy songs.
 Customer care service can be introduced
 More branded products can be displayed in the store as people still prefer branded
clothes than offered by local venders.
 Constant reminder of discounts through pamphlets, speakers inside the store for
inducing consumers for impulse buying.
 Add more cosmetic products as its having a huge market of consumers attached to
it.
 Display of product should be improved so that the product is easily visible to the
consumers.
 Proper advertisement in press and outdoor to make NH visible in the eyes of
consumers.
 Should have parking spaces in front of every store.
 Hire more salesgirls as in ladies section its very difficult for both the consumers
and salesman to interact with each other.
 Regular training to sales person to improve there overall performance.

REFERENCES:

1. Kotler and Keller, “Marketing Management”, Pearson Education, Inc., Edition


2006,pg 5
2. Kotler and Keller, “Marketing Management”, Pearson Education, Inc., Edition
2006,pg 6
3. Porter Michael E., "What is Strategy?", Harvard Business Review,
November-December 1996, pp 61-78.
4. Greenley, G. E. ‘An Understanding of Marketing Strategy’, European Journal of
Marketing, Vol. 23, No. 8, pp.45-57.
5. ICFAI Center for Management Research, “Strategic Marketing Management”,
ICFAI Publication House Pvt Ltd, Hyderabad, September 2006 Edition. pg 26-52
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September.
7. Anderson, J. and Narus, J.A. (1991), “Partnering as a focused marketing
strategy”, California Management Review, Vol. 33, pp. 95-113.
8. Cravens, David W. “Strategic marketing” Fifth ed. USA Irwin, 1996.
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& Sons, Chichester.
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Times/Pitman Publishing, London.
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20. Kotler and Keller, “Marketing Management”, Pearson Education, Inc., Edition
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BIBLIOGRAPHY:
Books:

1. ICFAI Center for Management Research, “Strategic Marketing Management”,


ICFAI Publication House Pvt Ltd, Hyderabad, September 2006 Edition.
2. Kotler and Keller, “Marketing Management”, Pearson Education, Inc., Edition
2006

Websites:

1. www.amazon.com

2. www.businessballs.com/swotanalysisfreetemplate.htm

3. http://www.intelliquest.com/resources/technical/MarketSegmentationOverview_
MBIQ_June24.pdf

4. http://www.quickmba.com/marketing/
5. www.about.com

6. ocw.mit.edu/OcwWeb/Sloan-School-of-Management/15-834Marketing-
StrategySpring2003

7. http://marketing.about.com/od/marketingplanandstrategy/a/marketingmix.htm

8. www.salesandmarketing.com/msg/marketing/strategy.jsp

QUESTIONNAIRE
Dear Sir/Madam
I am a student of DMS, Jai Narain Vyas University, Jodhpur and I am
conducting a survey on “MARKETING STRATEGY: NATIONAL HANDLOOM”.
The following questionnaire has been drafted to make me understand the needs and
expectations of customer. Therefore I request you to kindly spare some time and give me
the following information. I assure you that the result of the study will be kept
confidential.

SECTION A

1. Name: ___________________________________________

2. contact no._______________________________________

3. Income___________________________________________

4. Gender: Male Female


5. Age:

13-19 20-30 30-40 40-50

50and Above

6. Occupation:

Service Business

Housewife

Student Others (Please Specify) ______

SECTION B
Q1. How do you came to know about NH?
a) Tv
b) Radio
c) Newspaper
d) Friends
e) Other

Q2. DO you think companies investing huge money for advertising help them in
increasing their total revenue?
a) Yes
b) No
c) To an extent
d) Can’t say

Q3. Which brands advertisement do you like the most?


a) NH
b) Reliance mart
c) Vishal mega mart
d) other

Q4. Do you think that the social cultural environment of jodhpur has contributed
success of NH?
a) Yes
b) No
c) To an extent
d) Can’t say

Q5. Do you think that location of store affect the consumer buying behaviour?
a) Yes
b) No
c) To an extent
d) Can’t say

Q6. Do you think that NH offers products for all income groups?
a) Yes
b) No
c) To an extent
d) Can’t say

Q7. Do you think that NH provides better facilities than other supermarket in the
city?
a) Yes c)To an extent
b) No d) Can’t say

Q8. Which of the following item constitute the most in your shopping?
a) Food and grocery item

b) Clothing

c) Accessories

d) Others

Q9. What do you think is the most important for you?


a) Price of the product
b) Quality of the product
c) Value for money
d) Celebrity endorsement

Q10. How many times do you shop in a month?


a) 1 times
b) 2-3 times
c) 3-5 times
d) more than 5 times
Q11. From how many years, do you use NH products or (associated to NH family)?
______________________

Q12. How would you rate your overall shopping experience in this retail store?
(Rate on a 10 point scale)
________________________________

Q13.Would you like to come again for shopping in this particular store?
Yes No

Q14. Any Complaints / Suggestions: -


_______________________________________________________________________
_________________________________________________

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