SMART

Search More Aggressively Retail Territories

By

Mayank Gupta(140103096)

April May 2015

SMART
Search More Aggressively Retail Territories

By

Mayank Gupta

Under the guidance of

Shri R.K. Chaudhary
CEO, Ferrino Mizzoni
Donear Industries Limited

Dr. Shailja Agarwal

Associate Professor
IMT, Ghaziabad

April May 2015

Certificate of Approval

The following Summer Project Report titled "SMART (Search More Aggressively Retail Territories" is
hereby approved as a certified study in management carried out and presented in a manner satisfactory to
warrant its acceptance as a prerequisite for the award of Post-Graduate Diploma in Management for
which it has been submitted. It is understood that by this approval the undersigned do not necessarily
endorse or approve any statement made, opinion expressed or conclusion drawn therein but approve the
Summer Project Report only for the purpose it is submitted.
Summer Project Report Examination Committee for evaluation of Summer Project Report
Name

1. Faculty Examiner

Signature

_______________________

___________________

2. PG Summer Project Co-coordinator _______________________

___________________

Certificate from Summer Project Guides

This is to certify that Mr. Mayank Gupta, a student of the Post-Graduate Diploma in Management,
has worked under our guidance and supervision. This Summer Project Report has the requisite standard
and to the best of our knowledge no part of it has been reproduced from any other summer project,
monograph, report or book.

Dr. Shailja Agarwal

Associate Professor
IMT, Ghaziabad
Date

Mr. R.K. Chaudhary

CEO, Ferrino Mizzoni
Donear Industries Limited
Donear House
8th floor, Plot No. A 50
Road No. 1, MIDC, Andheri East
Mumbai - 400093
Date

Abstract

SMART
Search More Aggressively Retail Territories
The project SMART (Search More Aggressively Retail Territories) was adopted to find out potential retail
outlets which could stock in and sell the products of Ferrino Mizzoni the premium brand of Donear. FM is
an Italian brand which was recently acquired by Donear in order to penetrate the premium segment of the
fabrics market in India. The project was not only to find the retail territories for FM but also to promote
the FM brand, provide product information and pricing of the product at the retail shops visited.
The scope of the project was to cover 5 districts of Rajasthan: Kota, Sawai Madhopur, Karauli, Bharatpur
and Bundi. A total 170 retail outlets and wholesalers were visited during the survey. The project was to
gauge whether the retail potential could be tapped using the DTR (Direct to Retail) policy.
The survey questionnaire technique was used to ask the questions to retailers. Apart from demographic
questions it had questions related to brands they stock in, about the price range of the stock which is sold
at the shop. It had a question related to the shop dimension also, which was helpful in gauging the
potential retailers. If a retailer does not have enough shelf space he cannot provide shelf space to FM.
Low shop dimension means that the retailer might not be able to stock in FM as it would lead him to stop
stocking in other brands. There was a separate very important section remarks in the questionnaire which
would help in understanding the brand preferences of the retailers as well as the customers and the
reasons why they prefer a particular brand. The potential retailers were identified after the completion of
the survey, this was based on certain parameters like shop dimension, price band, brand preference of the
retailer.
Five districts of Rajasthan: Kota, Sawai Madhopur, Karauli, Bharatpur and Bundi were surveyed.
Information related to the brands they stock in, quantity of stock and price range were gathered. Different
outlets stock in different brands, different quantity of stock and have different price range. Markets of
Sawai Madhopur, Karauli and Bundi were found to be more price sensitive than the markets of Kota and
Bharatpur. In totality the market of Rajasthan was found to be price sensitive. Retailers in Rajasthan used
to stock in the fabrics of Donear some 4-5 years back when it was famous there, since then the market
share of Donear has declined substantially. Very few retailers have awareness about Ferrino Mizzoni. FM
is considering of relaunching the brand in Rajasthan.
Poly - Viscose and Poly Wool are high in demand in Rajasthan market. A number of retailers were
chosen as potential customers of FM, this is based on some criteria like: if a retailer stock in Raymond or
Siyarams he can stock in FM also and price range of the stock should be more than Rs. 400/metre. These

retailers will be approached by the sales executives of FM. The survey report shows that there are some
local brands also which are famous because of their low price range and good quality fabric, Bhilwara is
one of them. Local wholesalers also push these local brands because of the easy availability of the fabrics
and better profit margin on these products. FM should also target these wholesalers through better
promotional schemes.
Though Donear is known in the Rajasthan market but it needs re-energize the brand through new
advertisements be it TVCs, print media advertisements. Print media advertisements and pamphlets can
help the brand in making over the brand image. The flavor of the advertisements should be emotions and
sentiments because then the brand can easily connect Indian middle and upper class crowd. Some
celebrity endorsements can also help the brand. Apart from marketing efforts, packaging is an important
aspect in Rajasthan textile market. They can follow Siyarams and provide better packaging to attract
customers. Packaging is an aspect which engenders trust in the brand. As stated above Donear is known to
the Rajasthan market and hence to have the credibility with the brand FM they should carry the name of
Donear with it but there is another side to it. Donear is not a premium brand and price range of its stock is
lower than that of Raymond and Siyarams and hence customers may not perceive it as a premium brand.
After sales services and distribution channels are also important in Rajasthan market. Wholesalers in Kota
and Karauli market pointed out things about distribution channels. Apart from this they pointed out about
schemes, they said Siyarams provide better offers in comparison to FM. FM should increase the credit
period so as to make the brand more profitable to wholesalers as well as the retailers. The textile market
in Rajasthan is very competitive and hence FM must have push strategy there to gain the market share.

Acknowledgement
I express a deep sense of gratitude to Dr. Shailja Agarwal for helping me to make this project a
successful one. I got a chance to learn some basic and some new concepts of sales and marketing
under her mentorship. I was able to complete this project successfully under her guidance, where
I learnt how to deal with retailers and wholesalers due to her mentorship and guidance.
I also acknowledge my industry mentor Mr. R.K. Chaudhary who is the CEO. Ferrino Mizzoni in
Donear Industries Limited. It was his idea to name the project and make it successful for both the
company and me. He led me through out the duration of the project whenever I felt heat. He
taught me how to deal with retailers, what the distribution channel of Donear is, how to
implement different concepts in the practical world.
Donear Industries Limited gave me a wonderful opportunity to pursue the internship from there.
The work culture of the company is very much employee friendly. Management and employees
always acknowledge each other, they always appreciate others achievements. Hence it was
pleasure for me to work under the Mumbai branch of Donear Industries Limited and learn
different concepts of sales and marketing. This will surely be a great start of 2 nd year of MBA
after completing my internship in such an esteemed organization.

Table of Contents
Abstract............................................................................................................................................5
Acknowledgement...........................................................................................................................7
List of Figures................................................................................................................................10
List of Tables..................................................................................................................................11
List of Abbreviations.....................................................................................................................12
1 Introduction.................................................................................................................................13
1.1 About Donear Industries Limited........................................................................................13
2 Background to the problem........................................................................................................14
2.1 Products...............................................................................................................................14
2.2 Potential Customers.............................................................................................................15
2.3 Distribution channels...........................................................................................................15
3 Literature Review.......................................................................................................................17
3.1 Indian Textile Industry.........................................................................................................17
4 Research Problem.......................................................................................................................19
4.1 Research Design..................................................................................................................19
4.2 Sample and Data Collection Method...................................................................................19
4.3 Sampling Technique............................................................................................................19
4.4 Instrument............................................................................................................................19
4.5 Areas for Field Visits...........................................................................................................20
5 Analysis.......................................................................................................................................21
5.1 Porters Five Forces.............................................................................................................21
5.2 SWOT Analysis...................................................................................................................23
5.3 Competitor Analysis............................................................................................................24
6 Primary Research........................................................................................................................25
6.1 Analysis of the Primary Research Data...............................................................................26
6.1.1 Collation of the Primary Research Data.......................................................................26
6.1.2 Manual Data Filtering...................................................................................................26
6.1.3 Brand Distribution Curve - Rajasthan..........................................................................26
6.1.4 Cross Tabulation...........................................................................................................27
6.1.5 Cross Tabulation Results..............................................................................................28
6.1.6 Analysis of Cross Tabulation Results...........................................................................31
7 Learning from Rajasthan Market................................................................................................32
8 Recommendations.......................................................................................................................33

8.1 Marketing (Advertising)......................................................................................................33

8.1.1 Social Media Marketing...............................................................................................33
8.1.2 TV Commercials...........................................................................................................33
8.1.3 Print Media...................................................................................................................35
8.2 Packaging.............................................................................................................................36
8.3 Price Range/Product Range.................................................................................................37
8.4 Brand Image of Donear/Separation of Donear and FM.......................................................37
9 Conclusion..................................................................................................................................39
10 Appendix 1................................................................................................................................40
11 References.................................................................................................................................41

List of Figures
Figure 1: Silvassa Plant.................................................................................................................12
Figure 2: Product Categories, Ferrino Mizzoni.............................................................................13
Figure 3: Distribution Channels.....................................................................................................14
Figure 4: Indian Textile Market Size.............................................................................................16
Figure 5: Indias Textile and Apparel Sector.................................................................................17
Figure 6: Porters Five Forces.......................................................................................................20
Figure 7: SWOT Analysis..............................................................................................................22
Figure 8: Brand Distribution Curve...............................................................................................25
Figure 9: Marketing vs. Brand Preference.....................................................................................27
Figure 10: After Sale Services vs. Brand Preference.....................................................................27
Figure 11: Packaging vs. Brand Preference...................................................................................28
Figure 12: Price Range vs. Brand Preference................................................................................28
Figure 13: Distribution Channel vs. Brand Preference..................................................................29
Figure 14: Emotions, Father and kid.............................................................................................33
Figure 15: Emotions, Father and Daughter....................................................................................34
Figure 16: Celebrity Endorsement.................................................................................................35
Figure 17: Print Media Advertisement..........................................................................................36
Figure 18: Packaging used by Mistair...........................................................................................37

List of Tables

Table 1: Potential Customers (Ferrino Mizzoni)...........................................................................14

Table 2: Cross Tabulation Results..................................................................................................30

List of Abbreviations
FM
DTR
TVC

:
:
:

Ferrino Mizzoni
Direct to Retail
Television Commercials

1 Introduction
1.1 About Donear Industries Limited
Donear Industries Limited is a textile business enterprise, which produces fabrics in India. Donear was
established in 1977 by Mr. Vishwanath Agarwal and within a very short span of time it became a
household name in the Indian textile market. It is one of the top three textile market companies in India. It
creates a wide variety of exotic; Suitings, Trousers and Shirting fabrics. It primarily caters to the medium
and high income group with high quality fabrics. These high quality ingenious fabrics are available in
various textures, colors and designs. Donear Industries has achieved this position with the help of their
ever expanding sales network of agents, wholesalers and retailers which span to all the states and union
territories of India.
Donear has a vision to be one of the largest textile business enterprise in India. It has a mission to
establish itself as one of the best manufacturers, reliable producer, timely supplier, catering to the needs of
B2B business in India and understanding & satisfying the needs of the end consumers. Donear industries
has plants in Silvassa and Surat. The Silvassa plant is in 9 acres and produces 11 million metres of fabric
annually. In this plant they have Quality control laboratory to test raw materials, finished products etc.

Figure 1: Silvassa Plant

Source: 1

1 http://www.donear.com/donear2006/infrastructure.asp

2 Background to the problem

The summer internship is in Ferrino Mizzoni division of Donear Industries Limited. Ferrino Mizzoni
was born in 2004. It is established as an international brand as it is an Italian brand. It is catering to the
high end consumers, it is known as a fashion and stylish brand of Poly wool, PV Suitings and Cotton
Suitings.
FM has its vision to become the largest designer fabric producer of best quality in cottons and synthetics
using world class technology and mission to be an enterprise synonymous with great quality and class
through cutting edge technology.

2.1 Products

All Wool
Suiting

Poly Wool
Suiting

TR
Suiting

Poly
Viscose
Suiting

Cotton
Suiting

Figure 2: Product Categories, Ferrino Mizzoni

Though Ferrino Mizzoni was born in 2004 yet it is not a household name in the textile industry in India. It
does not have a brand image equivalent to Raymon, Siyarams and neither has a very good sales network
across India. Though the sales and revenues have increased many folds in the past couple of years yet it is
nowhere close to the top players of the industry. The major concerns are the Readymade industry, recent
dip in the textile industry, brand image of Donear as well as Ferrino Mizzoni in Indian markets, wholesale
and retail channels of textile industry and of Donear and Ferrino Mizzoni to be specific.

2.2 Potential Customers

Gender
Age Group
Income

Male & a few percentage of female

25 to 50
5 Lakh & Above
Table 1: Potential Customers (Ferrino Mizzoni)

Target customers of FM are fashion enthusiastic crowd who are either working professionals or high end

Agent

businessmen. These people come under the targeted income group, they are ready to spend for good
quality fabric. FM is a premium brand and it targets tier1, tier2 and tier3 cities of India.

Agent

2.3 Distribution channels

Wholesalers

FM

Figure 3: Distribution Channels

FM has two types of distribution channels:

1. This is through wholesalers to retailers and then to end consumers. In this distribution channel
there is an agent between the company and the wholesaler. These agents guarantee the credibility

of the wholesaler and ensures on time payments. These agents are hired by the company,
company pays commission to them which ranges between 2 to 5%. Wholesalers are big cloth
merchants, they again sell goods to retailers, after wholesaler and retailer margin it reaches to the
end consumers.
2. In the 2nd type of distribution channel there is no wholesaler between the company and the
retailers, though there are agents between them. They too are hired by the company and have
commission which ranges between 2 to 5%. In this the goods are sold directly to the retailers and
then they reach to the end consumers. In this distribution channel companies can cut the
wholesaler margins. Ferrino Mizzoni is trying to implement this distribution channel and hence
they are trying to identify the potential retailers across Indian states.
The dip in the sales of the textile industry because of the readymade clothing, price range of the fabrics,
cost constraints and the brand image of Donear as well as Ferrino Mizzoni are the reasons of worry to the
management of Donear and FM. They want to establish a new distribution channel with big retailers.
They want to get the retailer as well as the customer perception regarding the marketing and advertising,
pricing, distribution channels of the textile industry.

3 Literature Review
Indias textile sector handsomely contributes to the national economy. The sector contributes 4% to the
countrys GDP, it contributes 13% to the total exports from India and it contributes 14% to the industrial
production of India. The industry had export earnings of $41.57bn in 2013-14. This industry is the 2 nd
largest employer in India after agriculture. It employs more than 45million people directly and more than
60mn people indirectly. India has become the sourcing hub for this industry due to the abundance of
cotton, wool, silk, jute and the skilled workforce.

3.1 Indian Textile Industry

According to a report by Technopak advisors the Indian textile industry is expected to grow to $223bn by
2021.
250

200

2009

150

2010
2011
100

2016E
2021E

50

0
Textile Market Size($bn)
Figure 4: Indian Textile Market Size

Source2
The textile and apparel industry is expected to see very good growth sentiments in exports as they are
expected to be $65bn in 2016-17. The total fabric production in India is expected to be somewhere around

2 Ibef. (2015, February). Textile industry in India. Retrieved from

http://www.ibef.org/industry/textiles.aspx

112bn square meters. This growth is expected on the basis of the FDI wave in India, 100% FDI is allowed
in the textile industry in India.

In 2012, apparel had a market share of 69% of the overall market and textile had the remaining 31%.

India's Textile and Apparel sector(%)

31
Apparel
Textile

69

Figure 5: Indias Textile and Apparel Sector

Source3
In 2012, Readymade garments, cotton textiles and man-made textiles are the largest contributors to the
total textile and apparel export. Increase in the cotton textile export was on the back of the very good
production of cotton yarn.

3 Ibef. (2015, February). Textile industry in India. Retrieved from

http://www.ibef.org/industry/textiles.aspx

4 Research Problem

Develop deeper insights into size and growth of the Indian textile industry.
Identify the main obstructions in the growth of Donear as a company and FM as a premium brand

in the arena of the Indian textile industry.

Identify the various existing distribution channels in the textile industry and which one can help

FM to become a well known brand.

Market research to get to know the retailer as well as the customer perception of the Indian textile

industry.
Market research to find more retail territories for FM.
Identify the reasons which affect the customer perception.
Provide recommendations to overcome all the above issues.

4.1 Research Design

The research study is exploratory in nature. Though Donear is very old to the textile industry yet to start
DTR we have to collect secondary data as well as the primary data of the retailers. Analysis of the retailer
as well as the customer perception of the textile industry and the DTR services requires fieldwork to
collect the primary data through surveys and secondary data analysis.

4.2 Sample and Data Collection Method

As this study is the exploratory research primary data was collected through a survey. FM is trying to find
out all the aspects to employ DTR in the textile market. Market research was conducted and hence three
states were chosen to get the retailer data. In-depth interviews of the retailers as well as some of the
wholesalers were conducted.

4.3 Sampling Technique

Convenience based sampling is the best in these conditions. Sample size was large and was around 200 in
each of the three states. States were chosen based on the data available with the sales representatives of

FM. Delhi was chosen as it is very well penetrated market, Odisha was chosen as FM does not exist there
and Rajasthan was chosen because FM and Donear are known there.

4.4 Instrument
The instrument (In-depth Interviews or Questionnaire) aims to find out the retailer as well as the customer
perception of the textile industry. The primary aim of the interviews were to find out the causes which are
constraints to make FM a premium brand. These constraints can be the marketing strategy, advertising,
pricing, distribution channels, after sales services, packaging, competitors, quality of the product etc. The
reasons are different in different regions of India. In-depth interviews of retailers as well as the
wholesalers were helpful in finding out these reasons.

4.5 Areas for Field Visits

The field visits were conducted in three states Rajasthan, Delhi and Odisha. Tier2 and tier3 cities of
Rajasthan and Odisha were chosen along with the Delhi NCR area. The field visits were conducted in
Kota, Sawai Madhopur, Karauli, Bundi and Bharatpur districts of Rajasthan, Ganjam, Khordha, and Puri
districts of Odisha and Delhi, Noida and Ghaziabad. Around 200 samples were taken in each state. I
produced the results of the field visits in Rajasthan area.

5 Analysis
Indian textile industry is quite big, it contributes 4% to the countrys GDP and employs 45mn people
directly and 60mn people indirectly. It is a labour and machine intensive industry, raw material is
procured from various parts of the country to the factories and yarn is produced there. From yarn, fabric is
produced in different factories (mills). Donear has its mills in Silvassa and Surat. The graph of porters
five forces was produced with the help of the secondary sources and company executives:

5.1 Porters Five Forces

Bargaining Power of
Customers
HIGH
Threat of
New Entrants
MODERATE

Bargaining Power of
Suppliers
LOW

Competitive Rivalry
HIGH

Threat of
Substitutes
HIGH

Figure 6: Porters Five Forces

1. Bargaining Power of Suppliers:

FM has 5-6 yarn suppliers, they produce fabrics from the yarn procured. As the number of
suppliers are 5-6, company can bargain on the price and quality of the yarn. In case company is
not satisfied with the services of a particular supplier it can switch to some other supplier as there
are many in the line. Hence the bargaining power of the supplier is low in the textile industry.
2. Bargaining Power of the Customer:
Companies like Raymond, Siyarams, Mayur, OCM, Digjam, Grasim, Graviera, Reid & Taylor
etc. are available in the market and are ready to provide fabrics to the customer. If a customer is
not satisfied with a particular brand at a particular price he/she can readily switch to a different
brand. In a market place where more brands are available, bargaining power of a customer
increases many fold. Hence in the textile industry bargaining power of a customer is high.
3. Threat of Substitutes:
In the textile and fabrics industry, readymade industry can be a substitute. Now a days people buy
readymade stuffs more than the fabrics. There are some reasons behind it: to purchase fabrics and
then get them stitched is time consuming and costly, one cannot check looks and fitting, and as
the window shopping is the trend people first check stuffs in malls and then buy them online.
Hence threat of substitutes is high to the textile industry.

4. Competitive Rivalry:
There are many competitors in textile market. Raymond and Siyarams are at top, rest comes way
after them. Raymond and Siyarams are well known brand all across India. People buy them
because of their quality and brand recall value. Grasim, Graviera are doing well in north India and
OCM, Digjam are famous in south India. They all have different marketing strategy, pricing
strategy, distribution channels. As there are a number of players in the textile market in India the
competition is high.
5. Threat of New Entrants:
This is an industry which needs sufficient amount of capital to set up factory and offices across
nation. It needs set up of suppliers, wholesalers, dealers, agents and retailers to succeed. As the
threshold capital is large it seems that threat of new entrant is low, but now a days some
companies use their tag and procure raw material and even fabric from other companies and
hence the threat of a new entrant becomes high.

Weakness

Strength

Brand isin
not
being
advertised i
Italian brands have good impression
the
market
is not
receptive to new
Imported fabric and finish at Market
economic
price
5.2 SWOT Analysis
SWOT of the company shows that though FM has weakness on some fronts being an Italian brand is its
strength.

Opportunities

Threats

Combo packs of Ferrino Mizzoni

Brandscould
like Vimal,
improve
Siyarams
sales inand
rural
Gwalior
areas a
Established and recognized
Extensive
retail counters
distribution
are enthusiastic
to wholesalers by o

Figure 7: SWOT Analysis

SWOT analysis of the company shows that providing imported fabric at economic price is a strength of
FM apart from being an Italian brand.
Donear as well as FM does not advertise well in the market and hence customers are not aware of the
brand. If a customer is not aware of a brand he/she will never ask for it to a retailer. Marketing and
advertising is very much needed by the company to make it visible in the market. Raymond and
Siyarams are now taking the benefits of their marketing efforts.
As it is an Italian brand people who know about the brand are very enthusiastic about it. FM provides
good quality fabric at cheaper price. Generally customers in rural areas prefer combo packs to save
themselves from the tension of chosing the match hence FM can offer combo packs in rural areas.
Brands like Vimal, Siyarams are famous in Odisha while Grasim and Graviera are famous in Rajasthan
apart from Raymond, these brands are increasing their market share through proper distribution channels
and good marketing efforts. These brands can become threats and hence FM should target marketing and
distribution channels.

5.3 Competitor Analysis

Raymond

Good offers to retailers and wholesalers such as

foreign trips etc.
One of the most expensive brands in the market
Aggressive advertising campaigns are the
reasons of best brand image in the market
Cloth quality does not matter when the brand
name is Raymond

Siyarams

Donear

Bhilwara

Expensive brand
They provide good professional offers and
schemes to retailers
Easily available at all wholesale and retail
counters
Very good brand image because of the
aggressive advertising campaigns

Very few retail counters have stock

Lack of visibility has caused its extinction from
the market
Almost all the retailers know the brand but
many have issues
Combo packs are good and are available at some
counters

Low priced products famous in price sensitive

market
Stocked by almost every retailer
Wholesalers and retailers are ready to sell these
fabrics as margins are high and sales volumes
are high
Brand visibility through exclusive showrooms

6 Primary Research
The primary research was required to get the retailer as well as the customer perception before
implementing DTR services. The goal of the primary research was to get the feedback of the retailers
regarding the marketing and advertising strategy, distribution channels, pricing strategy, quality of the
product, demand of the customers, satisfaction/dissatisfaction with the after sales services, packaging etc.
To provide a plan or strategy to FM to enter into DTR market or help them regain their brand image
(Donear) it was required to first get the feedback of the retailers and wholesalers. The in-depth interviews
were conducted in this primary research which helped to get to know the offerings of the competitors,
their packaging, schemes to the retailers as well as to the wholesalers, quality of the product etc.

Primary research was conducted with the help of a survey questionnaire which is shown in Appendix 1.
The survey questionnaire consists of following questions:

Pricing Strategy: Pricing is an important aspect in textile industry. As FM is targeting customers

from tier2 and tier3 cities also along with tier1 cities, it becomes important to keep in mind the
cost to customers. Those retailers were identified who stock in the fabrics of the same price band.
As FM is targeting mainly on suiting in comparison to shirting, price band of suiting was

targeted.
Brand Preference: Competitor analysis is always important to these type of primary research.
Questions related to competitors were asked. Which brand of suiting is stocked in by the retailer,
why does he prefer the particular brand, does customer ask for a particular brand, what matters to

the customers: brand, quality or price.

Awareness of Donear and FM: Questions related to awareness of Donear and Ferrino Mizzoni
were also asked. Marketing of a brand is the back bone of the textile industry. In some of the
surveyed places customer comes with the brand name to the retailer. Customer can never to a

retailer with a brand name which he/she is not aware of.

Remarks: Questions related to distribution channels, packaging, after sales services, marketing
and advertising propositions, discount schemes to the retailer as well as to the wholesaler, price
ranges and quality of the fabric etc. were asked. Some of the retailer and wholesalers provided
genuine feedback and gave some strategies to follow. The questions consisted the preference of
brands according to the retailer(with the preference order), according to retailer the reasons for
him to stock in a particular brand be it marketing, after sales services, packaging, distribution
channels, price range, color matching etc.

6.1 Analysis of the Primary Research Data

6.1.1 Collation of the Primary Research Data
Responses of the retailers and the wholesalers were collated in the form of an excel. In this excel the price
range of the fabrics they stock in, awareness of the Donear as well as FM, brand preference, customer
perception regarding the marketing strategy, pricing strategy, distribution channels, after sales services
according to the retailers were collated.
Remarks of the retailers and the wholesalers were collated. Remarks have the qualitative data and the
feedback of the retailers regarding the brand preference, preference of the customers, pricing and

marketing strategy, effect of the distribution channel on the sales, demand of a particular fabric in a
particular season etc.

6.1.2 Manual Data Filtering

Primary research data was filtered manually to get the data which is suitable for the analysis. Research
data which did not have any information of the brands available in the store, which had no information of
price range or any feedback regarding the pricing strategy, which had no remarks regarding the marketing
strategy, distribution channels, discount schemes to the retailer as well as wholesalers etc. were not
included in the analysis.

6.1.3 Brand Distribution Curve - Rajasthan

Brand Distribution
160
140
120
100
80
60
40
20
0

Brand Distribution
Figure 8: Brand Distribution Curve

Brand distribution curve of Rajasthan shows that the demand of Siyarams and Raymond is very high in
comparison to other brands in Rajasthan. Though the demand of Grasim, Graviera and Donear is also
decent enough yet they have to work hard their strategies to come and compete the brands like Siyarams
and Raymond. Brand positioning and marketing strategies of these are two brands are so solid in this
region that even a village customer come to a retailer and ask for these brands. Village customers buy suit
fabric only on the occasion of marriage and they are mostly interested in durable and cheap fabric.

Siyarams has a wide range of options in this market which cater to the demand of village as well as urban
customer.
Reid & Taylor was famous in the region of country but demand has diminished over the years. Many
retailer who now sells Siyarams used to sell Donear some 4-5 years back but the marketing strategy, poor
distribution channel, poor schemes to the retailer, poor packaging in comparison to these brands were the
cause for them to change their preference.

6.1.4 Cross Tabulation

Cross tabulation is a technique which helps in finding out the factors which affect output/results in a
situation. In this research, data suggests that there are many factors which can affect the inclination of a
customer or a retailer or a wholesaler towards a particular fabric brand. The brand preference of a
customer can be affected by marketing strategy of a brand, distribution channel, quality of the fabric,
discount schemes to the retailer or the wholesaler, after sales services of the company or its wholesaler,
packaging, price range and color matching etc. These factors were selected with the help of company
executive and then cross tabulation was performed.
For Rajasthan area the research data was used to find out the effect of marketing strategy, distribution
channels, after sales services, packaging and price range on the brand preference of the retailer who
provides the shelf space according to the preference of the customer.
While performing the cross tabulation on the Rajasthan research data the brands were distributed into
scale 1,2 and 3.
Scale 1: Raymond, Siyarams and Grasim (Most preferred)
Scale 2: Donear, Graviera and Reid & Taylor (Average)
Scale 3: Mayur, BSL, Belmonte, Makers and others (Least preferred)

6.1.5 Cross Tabulation Results

Figure 9: Marketing vs. Brand Preference

Figure 10: After Sale Services vs. Brand Preference

Figure 11: Packaging vs. Brand Preference

Figure 12: Price Range vs. Brand Preference

Figure 13: Distribution Channel vs. Brand Preference

6.1.6 Analysis of Cross Tabulation Results

Table 2: Cross Tabulation Results

A) Cross tabulation results say that the brand preference of a retailer depends on marketing strategy
of a brand. The branding of a brand matters to a retailer/wholesaler as well as to a customer.
Customer in Rajasthan comes to a retailer with the name of a brand, it mostly is either Raymond
or Siyarams. Marketing (digital marketing, social media marketing, print media marketing) or
advertising matters to a customer. One feels what one see, FM should also adopt the path of
marketing. One retailer in Karauli asked for pamphlets and small bill boards as he wants
marketing from FM and Donear, he said the quality of the cloth is better than Siyarams but their
marketing strategy does not support the product. They must plan better and go to resurrection of
their brand image.
B) As the significance value of after sales services are higher than 0.05, after sales services are
insignificant in Rajasthan. Hence after sales services of the textile companies do not matter to a
retailer to provide them shelf space.
C) Brand preference of a retailer depends on packaging. As packaging matters to a customer in
Rajasthan, it matters to a retailer as well as to a wholesaler. When packaging is good the material
inside attracts to a customer and it lures him to buy. Raymond and Siyarams keep it in mind and
sell their products in attractive packaging. This is a marketing strategy, FM should also adopt it.

One retailer in Keshoraipatan showed the packaging of Siyarams and said customer ask for these
kind of attractive packaging.
D) Customer of Rajasthan does not prefer costly fabric. They prefer the fabric which is in their price
band and durable, which is in attractive packaging. Customer of tier2 and tier3 city mostly prefer
clothes which are not costly, his/her pocket does not allow to afford such costly fabric. Price
range of FM starts from 600 to the end consumers and it does not come under the budget of these
people, they want cheap fabric which is available in Bhilwara. Bhilwara is sold on more than
70% of the shops surveyed in Rajasthan. Bhilwara cloth starts from Rs.50/meter and hence it is
affordable to the village and tier2 and tier3 customers. Now a days customers ask either
readymade garments or cheap fabric.
E) Distribution channel is not a problem in Rajasthan. People know FM and Donear in Rajasthan
and hence they have their wholesalers established there and have shelf space in many retail
counters. Though according to some retailers there is a problem of supplies to some villages or
towns otherwise the reach is to almost all the villages and towns of the state. Some areas of Sawai
Madhopur and Karauli have some problems otherwise distribution channel is good, for retailers it
is not a problem and hence it is coming out to be insignificant for them. Significance value is
more than 0.05, it is 0.627 hence it is insignificant.

7 Learning from Rajasthan Market

1.
2.
3.
4.
5.
6.
7.
8.

Brand perception leads to purchasing and it needs marketing and advertising efforts
Distribution network is good but dealers response is not good
Packaging matters in Rajasthan textile market
Brand matters more to the customers in comparison to quality and price of the product
Better discount schemes should be provided to the retailers to lure them to provide shelf space
Poly Viscose is in demand in Rajasthan textile market
Product of Ferrino Mizzoni is equivalent to that of Siyarams
Awareness of Ferrino Mizzoni is very low

8 Recommendations
8.1 Marketing (Advertising)
As shown above in the cross tabulation results marketing/advertising/brand image is important in
Rajasthan market. Customer in Rajasthan buy because of the brand image of a company. Raymond and
Siyarams have very good brand image and hence the sale of these two brands is very good here and
retailer stock in these brands.
They must use print and social media marketing to make Donear and FM brand visible in the market.

8.1.1 Social Media Marketing

As the age group of target audience of FM is 25 to 50 years and income group is 5lakh and above, these
people must be tech - savvy and internet savvy. Hence it should be helpful to reach them with the help
of mass media channels like social media marketing. We can use social media portals like facebook,
youtube to make people aware about the brand.

8.1.2 TV Commercials
Raymond and Siyarams use TVCs to strengthen their brand image. Raymond has tried to use these TV
commercials to target emotions, feelings and sentiments of public. In the TVCs shown by them, they
portray the relation of a son and mother, daughter and father, son-in-law and father etc. They want to
show that to become a complete man you should wear fabrics of Raymond. These are some
advertisements showing emotions:
I)

Emotions

Source4

4 Youtube. (2014, Oct7). Raymond The complete Man. Retrieved from

https://www.youtube.com/watch?v=2hv42havE4w

Figure 14: Emotions, Father and kid

source5
Figure 15: Emotions, Father and Daughter

These above advertisements affect the human psyche and they become ready to shade some more money
for this kind of prestige and different feeling. They feel that upper class people wear Raymond fabrics and
hence they feel impelled to buy Raymond.
FM also should use these tactics and try to use emotions to make it more close to people. Before getting
good sales and revenues they have to make their brand big.
II)

Celebrity Endorsements

FM can use celebrities also as done by Siyarams. Saif Ali Khan, Hritik Roshan and Dhoni have endorsed
Siyarams. They are trying to encash the popularity of these celebrities. In India people get easily
connected to either Cricket or Bollywood. Though in the past Donear has tried Vivek Oberoi yet again
they can try some other Bollywood celebrity or cricketer and some other sports player to endorse their
products.

5 Youtube. (2008, Nov 30). Raymond Advertisement: The Complete Man. Retrieved from
https://www.youtube.com/watch?v=8stLBxydr7U

Source6
Figure 16: Celebrity Endorsement

8.1.3 Print Media

Print advertisements are also helpful, they also make strong influence on the mindset of general public.
Rural customer might not be available on social networking websites, may not be watch TV but they read
newspapers and get to know about daily affairs. Hence print media like newspapers and magazines can be
very impactful mass communication media.

6 Youtube. (2013, sep 10). Siyaram suitings Saif Ali Khan. Retrieved from
https://www.youtube.com/watch?v=ussgjEwjTcQ

Source:7
Figure 17: Print Media Advertisement

7 Mistair Fashion Fabrics. (2011, Jan20). The Times of India Bangalore. P:34

This Siyarams sub-brand is endorsed by Hritik Roshan, this print media advertisement is very impactful.
Textile companies like Donear and FM should use print media advertising.

8.2 Packaging
According to the results of cross tabulation, packaging matters to the customers from Rajasthan. They buy
flashy things which looks good. They prefer attractive packaging. Raymond and Siyarams have used
attractive packaging in Rajasthan and have tasted success. In this packaging they can use combo packs
also. FM sells combo packs in some areas of Rajasthan but combo packs are not available in each
territory and every district. Combo packs are mostly bought by rural customers who do not want to
indulge in purchasing matching fabrics. Siyarams combo packs are famous in Kota region of Rajasthan.
They provide matching shirt and pant length which is bought by both the rural and urban customers.

Figure 18: Packaging used by Mistair

Mistair is a sub-brand of Siyarams which had been launched some time back. As shown above they
provide very good combos under it with good packaging. FM should target customers in this segment
with the help of attractive packaging and combos. They should reenergize their distribution channels to
provide combos to retailers and to the end consumers.

8.3 Price Range/Product Range

As perceived the results of cross tabulation and feedback of the retailers and wholesalers, price range
matters to the customers of Rajasthan. FM should offer them a price range which fits into their budgets.
Either they should reduce their price range, if in case this is not possible they should increase their
product range and should introduce fabrics which fit into the budgets of the customers. Bhilwara fabrics

are very famous in Rajasthan because of their low cost. Siyarams shirting starts from Rs.125/m while it is
not the case with FM. FM should also introduce a product which is low cost and durable. Now a days
customers are inclined towards:
A)
B)
C)
D)

Readymade clothes
They go for window shopping
They are least bothered about the quality of the fabrics
What matters to them is finish of the fabric, design of the fabric

8.4 Brand Image of Donear/Separation of Donear and FM

Based on the feedbacks of retailers and the data collected it is clear that Donear does not enjoy brand
loyalty, brand image of Donear is not very good. It has an average brand image and does not share the
shelf with Raymond or Siyarams. FM is an Italian brand and according to the retailers and wholesalers
the quality of the fabric is better than that of Siyarams. FM is a premium brand and hence to let it catch
the market Donear should either work for its brand image or let FM brand itself separately.
FM should also first focus on making its brand image as premium brand having excellent distribution
channels, quality of the fabric, after sales services. They should first target tier1 and tier2 cities and try to
catch hold of the market there and then think about targeting tier3 cities.

9 Conclusion
Based on the analysis of the research data marketing strategy of a firm in the textile industry, packaging
and price range seems to be very crucial in Rajasthan. Kota and Bharatpur are big markets and customers
come from nearby villages and towns to districts to purchase fabrics. Though Sawai Madhopur, Karauli
and Bundi are not big markets yet Hindaun, a tehsil in Karauli district, has very much potential. Data of
170 retail outlets were collected and out of those around 50 were found to be potential customers of FM.
FM should project itself as a premium brand, apart from the quality of the fabric they should project
better distribution channel, after sales services. FM should first target tier1 cities and then stretch itself to
tier2 and tier3 cities of India.

10 Appendix 1

11 References

Philip Kotler, Kevin L. Keller, Abraham Koshy and Mithileshwar Jha (2012), Marketing
Management: A South Asian Perspective, Pearson Education Inc., Edition 14

Ibef. (2015, February). Textile industry in India. Retrieved from

http://www.ibef.org/industry/textiles.aspx http://www.ibef.org/industry/textiles.aspx
Donear Suitings, Company History, Retrieved from

http://www.donear.com/donear2006/history.asp
Make in India, Textile and garments, Retrieved from http://makeinindia.com/sector/textiles-

garments/
Times of India, Repository (2011), Retrieved from
http://epaper.timesofindia.com/Repository/getFiles.asp?
Style=OliveXLib:LowLevelEntityToPrintGif_TOINEW&Type=text/html&Locale=english-skin-

custom&Path=TOIBG/2011/01/20&ChunkNum=0&ID=Ad03404
Nitin Kasliwal (2005), The home textile market is huge, The Economic Times, Oct 8, pp. - 7
Siyaram, Mistair, Retrieved from http://www.siyaram.com/MiStair.html

Youtube. (2014, Oct7). Raymond The complete Man. Retrieved from

https://www.youtube.com/watch?v=2hv42havE4w
Youtube. (2008, Nov 30). Raymond Advertisement: The Complete Man. Retrieved from

https://www.youtube.com/watch?v=8stLBxydr7U
Youtube. (2013, sep 10). Siyaram suitings Saif Ali Khan. Retrieved from

https://www.youtube.com/watch?v=ussgjEwjTcQ
Mistair Fashion Fabrics. (2011, Jan20). The Times of India Bangalore. P:34