SUMMER INTERNSHIP PROJECT REPORT

ON

ANALYSIS OF MARKETING AND SALES

AT AQUALITE

Submitted in the partial fulfilment of the requirements for the award of BBA Degree

Submitted by:

Ayush Karn

Roll No: 140241056

BBA (Marketing & Sales and IB)

2014-17

Under the guidance of

Prof. Nimmi Agarwal

SBS, Sharda Uninversity

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ACKNOWLEDGEMENT

I express my sincere gratitude to my faculty guide Prof. Nimmi Agarwal, for her able
guidance, continuous support and cooperation throughout my project, without which the
present work would not have been possible.

Signature:

Ayush Karn

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CERTIFICATE OF ORIGIN

This is to certify that I, Ayush Karn. A student of Under Graduate Degree in BBA dual
specialization of year 2014-2017 School of Business, Sharda University, Greater Noida
has worked under the able guidance and supervision of Prof. Nimmi Agarwal

This Internship report has the requisite standard for the partial fulfilment the Under Graduate
Degree in Business Administration. To the best of our knowledge no part of this report has
been reproduced from any other and the contents are based on original research.

I am aware that in case of non-compliance, Sharda University is entitled to cancel the report.

Signature

Ayush Karn

2014013240

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Table of Contents

2. Acknowledgement

3. Certificate of origin

5. Certificate of work.

6. Company Introduction.

7. Aqualite group of companies.

8. History.

9. Mission & Vision.

10-11. Major competitors.

12. Company structure

13. Objective and sub-objective of the study.

14. Research methodology.

15. Data processing and Analysis.

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16. Limitations of the study.

17. Customer Retention.

18. Sales policies.

19. Appointment of a new distributor.

20. Credit Policy.

21-22. Marketing Strategy.

23: Marketing Mix : Product

24. Price

25: Place

26: Promotion

27. Aqualite ltd in BCG matrix

28. Social Responsibility.

29. My work at company

30. Swot Analysis : Strength and Weakness

31. Opportunity and Threat

32. Recommendation and Suggestion

33. Conclusion

34. Biblography

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Company Introduction:

Aqualite started its operations in India in 1992 in mangdpuri with 5 directors and gross
revenue of 72 lakhs, as a brand with a distinctive dream of providing worth footwear for the
public at reasonable prices, manufacturing quality footwear easily reached to all Indians.
Together stylish as well as modern in conditions of concept, style, material at ease, aesthetics
plus overall presentation, Aqualite is generally admired footwear brand in India. The
organization is devoted to developing as well as launching new footwear choices with
resilience along with ease.

At present, Aqualite is well on its approach to recognize its dream. With revenue of above
INR 7 billion, the organization is balanced for vast progress looking at to be an INR 10
billion business before the ending of the budgetary year 2018-19. The organization is
planning to extend their system to 1000 merchants and has planned to situate 100 showrooms
in metro cities.

The organization has a remarkably talented with skilled employees amid capability to form
about 80 million sets of shoes, slippers and sandals in a year.

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 Aqualite Group of companies

1. Real-PU
2. Ultra
3. Eva
4. Leads
5. Gurukul
6. Airwear
7. Aquasoft

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 HISTORY

Aqualite is essentially a brand of guardian organization "Aerobok Shoes Pvt. Ltd." The
organization is owned by 5 directors of the same family.

Five directors are mentioned below:

Mr. Anil Gupta.
Mr. Devender Gupta.
Mr. Mukesh Gupta.
Mr. Aviral Gupta.
Mr. Avichal Gupta.

None of the directors had their own job rather they were working individually in government
sector or either private sector. However in the beginning of year 1993 they got together and
thought of starting their own business, after in-depth search of what business they should start
with and which has the maximum scope in india , they ended upon footwear industry as it had
greater opportunity in india , because footwear lies in basic necessity . After allocating funds
from various sources they setup their first small factory in mongal puri area of north delhi.

After the pain and hardwork they were able to create revenue of 72 lakhs. The aim of the
organization was to provide customers with best quality products. And at present the
company is experiencing returns of 300 cr. in monetary year 2015-2016.

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Mission & Vision

Mission

Its the mission of the Aqualite Group of pvt Ltd to continuously improve the quality of its products
using cutting edge technologies and following the latest trends. The group emerged with an
enthusiasm to offer world-class products to its countrymen and it will cary forward the same attitude
along with the determination to be the global leader.

Vision

The group is committed to achieve the highest performance standards in each area of its business. It
envisages itself as the most trusted name all over the world

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Major Competitors:

Now days every organization faces competition nationally and internationally both. Below
are the chief competitors of Aqualite in domestic region.

Relaxo:

Relaxo footwear is known as one of the most well-built as well as with a vision of providing
quality products in India. It was established by Mr. ML Dua plus Mr. RK Dua, the brand is
known as the most accepted and for its achievements as well.

The organization has gone ahead to wind up one of the biggest makers of footwear in India
with an expected business estimation of Rs.16 billion a year ago. A brand synonymous with
quality items and moderate costs, Relaxo is serving a huge number of feet in more than 26
nations around the globe.

The organization gloats of having 7 begin of-workmanship assembling units spread in

northern piece of India, chiefly in Haryana, with a creation limit of 6.5 lac sets of footwear
every day, taking into account diverse requirements of buyers around the world. Relaxo
brings a fine mix of solace, style, and quality under its well known brands i.e. Bahamas, Flite,
Sparx, Schoolmate, and Hawaii. The footwear items offered by these brands imply
compelling stunning quality and come in various charming hues and elite outlines.

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Action Shoes:

Activity Shoes was fused in the year 1972. The organization started with its scope of
footwear produced using PVC by the name of , with an expect to serve the normal Indian
populace by then of time. In the year 1980, the gathering wandered into games shoes market
by the brand name of Action and made unrest in the business.

Today, Action is known for its quality footwear for the entire family-running from formals to
casuals from games wear to day by day wear and from an exquisite accumulation for women
to a fun range for children. Activity Shoes is one of the most astounding shoe maker in the
nation with more than 100,000 sets each day and incomes in abundance of 100 million dollars
till yet. The organization has system of more than 50,000 retail outlets all over India to offer
its items, which are being upheld by more than 450 merchants all through the nation and this
guarantees the client wherever found is being served effectively.

-Some of their brands include:

Campus
School time
Milano
Eva Flotter
Health plus
And many more.

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Company structure:

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Objective of the study:

The purpose of the case study is to build up the idea regarding the different phase of the
organizational structure, achievement & promotion method of the footwear business.
This analysis will aid me to dissect the diverse idea of promotion method, consistent export
policies & regulations, organizational network, a variety of approach to make revenue, judgment
making in steady & unbalanced state,
How to advance the value of products plus the production process which will develop my
knowledge for my future livelihood.

Sub Objective:

Objectives regarding this study are as follows:

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 To accomplish college necessity;
To discover the fashion in order to calculate the future level
To attain sensible knowledge in Footwear industry.
To recognize main strengths as well as weakness of Aqualite Ltd in comparison to other
Footwear brands in India.
To calculate and evaluate the growth trend on Aqualite Ltd amongst other Footwear.
To advise conduct plus ways to resolve inconvenience in Footwear trade.

RESEARCH METHODOLOGY:

Research Method:
To gather the prime information, survey research technique has been used. Survey is a
research method in which data is collected from a sample of people by using questionnaire.

Data Collection:
Primary and secondary type of data is used to craft the report more significant and reasonable.
The information of these resources is given below:

Primary Sources:
Informal conversation with the clients and Suggestions of many executives of footwear.
Survey was conducted among the general public. The sample size was of 11 questions and
survey was conducted among 15 people.

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 Secondary Sources:
Yearly details of Aqualite Footwear Ltd.
a variety of book, piece of writings, etc concerning footwear procedure and industry
Communication
Instruction circular of chief administrative centre, Brochures of diverse footwear, News
Paper.

Data Processing and Analysis:

Survey was conducted among the general public with 11 questions and 15 responses
following conclusions can be made:
There were 33.3%, 6.7%, 20%, 40% of people who like to wear sandals, casual
shoes, formal shoes followed by sports shoes.
There were people belonging to 46.7% and 53.3% not having narrow feet and
having narrow feet.
In the third question the shoe size of people were asked where 26.7%, 13.3%,
13.3%, 13.3%, 20%, 6.7%, 6.7% had shoe size 11, 5,6,7,8,9,10 respectively.
There were people who also wear half sizes amounting to 53.3% and 46.7% who
said no and yes respectively.
People were also asked about where they shop from, 40%, 13.3% and 46.7%
shopped from shops, both and online.

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LIMITATION OF THE STUDY

Below are some limitations that i had faced while collecting both the primary and secondary
information.
The key barrier while making this report was period of internship. I had only 45
days to prepare my report, therefore it was impossible to collect in depth information.
Field training varied with the standard practice that likewise created difficulty.
Enough paperwork, journals were not on hand as my necessity.
Another difficulty that i faced was gathering information.
International buyers such as from countries like HK and UAE did not have a good
command in English.

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 At aqualite generally the workers were not literate and did their work only with
practice.

Customer Retention:

-Every company needs to retain existing customers so that they can attract new ones. Also
retaining customers play a major role in the growth and development of the company. So for
this every company has its own set of policies and strategies to retain customers.

1. Quality:
- Aqualite is known as the brand that never compromises with the quality.
-even in survey it was revealed that the company always improved the quality with
latest technology.

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 2. Latest Design:
- In Aqualite, there is a separate team working on new designs and developments.
- This company provide latest products according to the changing fashion and trends.

3. Better Service:
- This company believes in providing superior customer value at any point of time.
- A separate customer service helpline has also been started to provide 24X7 support
to customer.

4. Value for Money Products:

- Price range of products is very affordable as compared to the quality provided by the
company.

5. Frequent Feedbacks:
- Quarterly feedbacks are taken by the company in the seminars.
- Also, salesman pay visit to retailers frequently to know whether they are facing any
problem or not.
- This gives satisfaction to customers that company pays attention to them as well.

6. Speedy Solution to Problems/Complaints:

- If any complaint is reported, then customer service team tries its best to provide
speedy solution to the problem or solves it as soon as possible.

Sales Policies:

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- The main objective of the company is to maximize sales by all means ,that is, sales
maximization.

- Companys products are sold in all the states of India and also in countries like Dubai, Abu
Dhabi, Hong Kong and have future plans for Malaysia and Indonesia.

- Total sales made in the last financial year 2015-2016 is Rs. 300 crores.

- The efforts for selling these much products are supported by 250 distributors within India
which help in ensuring that customer in every corner is being served efficiently.

- At the end of every month, usually between 28-30 th day of month, sales forecast is given by
the sales team so that production department can begin their operations after tallying the
previous months inventory in warehouses.

- In the entire company, ERP 9.1 software is followed in order to take orders and process
them in all the concerned units.

- Since there re so many distributors, competition between them is very common. So, in order
to avoid competition and facilitate smooth functioning of business, company has defined the
area of each distributor. In case of any violation, heavy penalty is imposed on the distributor.

- For achieving the sales target of every financial year, new products are being developed
continuously, which are then shown to each distributor. Parcels are done for this.

Appointment of a New Distributor:

- If a new distributor is to be appointed, he has to pay Post Dated Check (PDC) in advance.

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- After this a salesperson will visit his shop or showroom to get the information regarding
credibility, net worth, goodwill, popularity and relations with other companies.

- then a written document , which contains all the Terms and Conditions for conducting the
business, is signed by the companys authorized member and that distributor.

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Credit Policy:

- Usually credit range varies between 0-60 days.

- If a party agrees to pay the amount of order placed within 30 days, then an additional 5% of
trade discount is given to the party.

- if a party pays the amount of order within 45 days, then an additional trade discount of 3%
is given to the party.

- After 45 days no additional discount is given to the party.

- But, if payment period exceeds 60 days, all the future orders of the concerned party are
stopped and no more supply is made thereafter.

- Also, an interest of 5% is charged on the amount due.

- After 90 days legal action is taken against the concerned party.

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Marketing Strategy:

- Before 2013, no serious marketing efforts were taken by the company because it was
believed that the name Aqualite was enough to sell the goods.
- Only bags, tshirts, pens, diaries and calendars were printed as a source of
advertisement which were then distributed to every person connected with company
in any manner
- But, then due to rapid technological development it was realized that now company
should take some steps for marketing as other competitors were planning to take this
step.

- Then in 2014, the companys first television ad was shooted which was then aired on
all the channels but not on expensive channels because of low marketing budget.
- But, as the directors and management team realized that ad had a very good impact on
selling the goods and also, companys turnover increased by multiple folds as
compared to previous ones, it was decided to hire a well known celebrity and make
him the brand ambassador of Aqualite.

- Then the famous Bollywood star Shahrukh Khan was contacted and hired for this
purpose. A 2 year contract was signed with him.
- Television ad was shooted which was aired on all channels including major channels
like: Sony, Star plus, ZEE and many more.
- Then advertisements with Shahrukh Khan were printed on:
1. Posters: on highways.
2. Standees: which were used in campaigns.
3. Danglers: for retailers showrooms.
4. Hoardings: on foot-bridge bridge.

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 5. Auto rickshaws
6. Newspaper: ad was given on any major festival.
7. Wall paintings: on highways,
8. Light boards: were given to retailers.
9. Pens, diaries, calendars, bags and pads: which were distributed to everyone.

- Also, vans on which Aqualites advertisement with Shahrukh Khan were made
available for distribution on rural areas to increase brand awareness.

- Then SRCCs fest was sponsored to increase awareness among youngsters.

- Various functions on major festival are also sponsored in order to gain competitive
advantage.

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Marketing mix:

The marketing mix comprises of the whole thing an organization can do to manipulate the
requirement for its product. Four variables in marketing mix are: product, price, place and
promotion.

Product :
Aqualite pvt ltd.offers sports shoes, sandals, casual shoes and sandals. Aqualite pvt ltd.seek to
provide their product with better value. The product line of Aqualite is given below:

1. Hawai: Ladies, gents and children slippers

Revenue: 100 cr.
Total units: 5.
Labor: 1500.
Total pairs: 1lac per day.

2. PU footwear: Ladies, gents and children slippers and sandals.

Revenue: 100 cr.
Total units: 3.
Labor: 500.
Total pairs: 40k per day.

3. EVA: Ladies, gents and children slippers and sandals.

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 Revenue: 50 cr.
Total units: 3.
Labor: 350.
Total pairs: 50K per day.

4. Sport shoes: Gents only.

Revenue: 20cr.
Total units: 2.
Labor: 200.
Total pairs: 3K per day.

5. PVC: safety shoes.

Revenue: 5cr.
Total units: 1.
Labor: 75.
Total pairs: 6K per day.

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Price
Deciding on the cost of any good is very significant for a business. Aqualite at all times try
to remain an reasonable brand for the customers. If a corporation has selected its market and
has positioned its brand cautiously in that case the cost of the merchandise will be rather
basic. Aqualite Ltd in general applies the market share tactic. It thinks that organization with
the market share will enjoy the least rate along with utmost long run profit.

Brand Price
Hawai product :Ladies, gents and children 150-350
slippers 200-400
100-300
PU product : Ladies, gents and children 199- Sandals:
slippers and sandals. 399 249-349
299-499
199-
199-299
399
149-
249
Eva products : Ladies, gents and children 149-249
slippers. 199-299
149-199

Sport shoes: Gents and children. 599-2000

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 499-1200
Pvc product: safety shoes 499-999
School shoes: 499-999

Place:
Place that is the target market of Aqualite is all the rural income households and middle class
families as well as some of the urban population now a days with its new range of products.

- Companys products are available in all the states of India.

- Now, company has also started exporting its products in countries like :
Saudi Arabia, UAE, Singapore and Hong Kong.

- In future company is also planning to began exporting to Malaysia and Indonesia.

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Promotion: Activities which takes place for sales promotion are:
Mid-yearly seminars in all states where new products are displayed in hotel, free
lunch and gifts are given to the agents.
Seminars are conducted in all states of India in which all the distributors of
respective state are invited to review past sales and out forward future plans.
- In these seminars, companys new products are also showcased to everyone and
orders are written.
- Also, free lunch is hosted for everyone and gifts are awarded to those who have
met there target on time.
Target based schemes: if any dealer is able to accomplish their target within the
given time period, they are then given incentives.
Lucky draws: such kind of an activity takes place once a year and coupons are given
on the basis of order placed by distributors, Example- electronic appliances, bikes
and etc. Orders taken by the company are categorized and based on value of order,
distributors are given lucky draw coupons which occur after every six months.
Gifts of these lucky draw comprises of : electronic appliances, bikes, car, foreign
tours, etc.

Extra discounts: if payment is given on an advanced basis, 1% extra discount is

given to selective ones.

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Aqualite Ltd in BCG Matrix:

Aqualite has been in footwear industry for an extensive period, according to the secondary
recourses it is seen that aqualite has high market share because they have been launching
new products with different designs which have not failed attracting huge number of
customers plus their diversification to new countries has helped to raise revenues for
aqualite, therefore i appraise aqualite ltd will be in question mark in the BCG matrix.

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SOCIAL RESPONSIBILITY

People at Aqualite, are ever conscious of the fact that their reputation stems not just from
quality products and technological innovations but also from the manner in which they
discharge their responsibilities towards its employees, its customers, the society and the
environment. Utmost importance is given to ensuring safe, healthy and non- discriminatory
working conditions for all Aqualite employees and ethical standards and practices are
rigorously adhered to. Thats why Aqualite employees finds place in the most favored list of
respectable brands.
Aqualite also have a special charity fund for providing financial assistance to families who
suffer the tragedy of losing their sole earning member. Its this sense of social commitment
which has promotes ecological awareness also happens to be uppermost on our minds.

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My work at Company

I started working as intern at Aqualite and then started attending company meetings. I visited all the
different departments of the company to have an idea of how this company functions and what I have
to do here for next 4 weeks as an intern.
Whole of 1st week went to understand the organization in brief.

As 2nd week passed by, I attended few meetings related to sales strategy so that I can learn the
practical knowledge of the theory learnt at university.

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Also, I suggested the company to change its distribution strategy by collaborating with active NGOs
so that its reach could extended in remote areas and will help in earning more target market ultimately
increasing sale and revenue.

Now in coming week I will be focusing on Marketing Department of the company.

In 3rd week, I participated in the marketing campaign of the company, specially in rural areas.

Stalls were organized in remote areas in order to popularize the brand. Cheap and good quality
slippers were showcased for all age groups.

Price range was from Rs. 99-199 covering 20 articles.

I was part of rural team for 3 days.

For another 3 days I was part of urban marketing in which marketing was done through pamphlets,
newspaper and TV. Also, company has opened its store in Rohini area of Delhi.

4th week was the last week of internship in which we were briefed about the decision taking power at
higher level that is how decisions are taken. The whole process was explained.

Monthly target of company was evaluated and also compared with the competitors like Relaxo,
Action and others.

Our performance during the past 4 weeks was evaluated and we were appreciated. Also on the basis of
evaluation gifts were given to us so that we feel motivated.

On the last day a small party was arranged for all of us and we were wished with luck for our future.

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SWOT Analysis:

Strength:
power at low cost
Simply available infrastructure like ,road, railroad, river as well as air
communication.
outstanding Tele-communications arrangement of E-mail, Internet, Fax, ISD, &
Cellular services
-Merits of operating in Haryana
Haryana is amongst the top states in terms of social inclusion, environment and
climate change, economic development and resource availability and utilization
-Merits of exporting to Hongkong:
Low and simple taxation
Highly skilled workforce
Clean and efficient government

Weakness.

Low level of modernisation and upgradation of technology, and the integration of

developed technology is very slow.

Low level of workers efficiency because of poor training.

extremely unhealthy atmosphere.

ecological problems.

fragile support of infra- structure for exports.

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Opportunity:

There is a large scope in India to supply leather to foreign countries.

There exists a large possibility for diversifying into other goods, i.e., leather apparel,
merchandise etc.

Emerging global along with local markets.

Keep hold of regulars through superiority product and delivering goods on time.

Providing customers with new designs and variety of products.

Use of current machinery.

De-reservation of the footwear sector.

Threat:

Entrance of international companies in domestic market.

Rigid fight from other countries. (The performance of global competitors in leather
and leather products indicates that there are at least 5 countries i.e., China, Indonesia,
Thailand, Vietnam and Brazil, which are more competitive than India.)

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 Growing nations are more prone to non tariff barriers ultimately.

Rapid varying style trends are hard to settle in for the Indian leather business.

Recommendation and Suggestions

Following the evaluation process of Aqualite Ltd. below are some advices that according
to me should be implemented to improve the functioning of the organization.
It is correct that their quality the finest moreover their value is very low but a few
of their products are highly priced which are further relaxing than any other. If they
reduce that picky product value then the sales of particular product will increase.
The products are in demand in rural areas as well however aqualite has presence in
rural areas but it should increase its reach to rural areas as much as possible.
The variety of products for ladies is less which creates a problem.
Various training techniques should be used to increase availability of skilled labor.

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Conclusion:

At the end it can be summarized that during my internship period, I have not only
acquired good knowledge about the commercial world, but policy, set of laws, how
vision and mission works etc.

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 The skill of compelling purchasers was a tough task for me, to predict their behaviour
or mood as well as how to interact with them and convincing them to purchase the
product.

Every business organization is entrepreneurial in nature and can speedily get used to
changes due to competition and to remain in market place. Following the evaluation
process, I came to know that marketing mix and survey conducted plays a vital role in
at aqualite and that appropriate utilization of marketing mixes aids any business firm
to raise more.

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Bibliography:

http://www.aqualiteindia.com/
http://docslide.us/documents/bata-shoe-company-bangladesh-ltd-report.html#
http://footwearsinfoline.tripod.com/swotanalysis.htm

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