Abhi

A detailed study on promotional activity of Reid & Taylor India Ltd
CHAPTER 1
INTRODUCTION
INDUSTRY PROFILE History of Textile or cloths can be drawn back to the dawn of civilization as understandable. Textile word comes from Latin textiles which means women. The term comes from verb texture to weave in textile since, however a textile is freely defined as any product any product made from fiber. People no longer buy cloths to keep their body warm and cozy. They buy them because of the way fabric makes them feel masculine, feminine, young, glamorous, different etc. buying cloths has become an emotional experience. Business of textiles market now is selling excitement rather than clothing. It is well known that textile industry is one of the oldest and the largest industry in the world. From ancient eras until the eighteenth century, all fabrics were constructed and decorated by hand weaving which was organized at home or in small workshops. Some artist weavers of those centuries achieved great skills and many surpassed such beautiful examples as oriental carpets and rags, huge tapestries, porting intricate scenes and early Coptic textile, now hang in museum all over the world as measured exhibits. Textile industry represents the rich culture, tradition, heritage and economic well-being of country with diversified range and versatility. At the same time industry is competitive enough to fulfill different demand patterns of domestic and global markets. Textile Industry in India India Textile Industry is one of the leading textile industries in the world. Though was predominantly unorganized industry even a few years back, but the scenario started changing after the economic liberalization of Indian economy in 1991. The opening up of economy gave the muchneeded thrust to the Indian textile industry, which has now successfully become one of the largest in the world. Textile industry in India provides great contribution for the development of economy. It is the second largest industry in the world after china. It provides ample employment opportunities to people belonging to all classes. After agriculture this provides employment to maximum number of people in India employing 35 million people.
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A detailed study on promotional activity of Reid & Taylor India Ltd India textile industry largely depends upon the textile manufacturing and export. It also plays a major role in the economy of the country. India earns about 27% of its total foreign exchange through textile exports. Further, the textile industry of India also contributes nearly 14% of the total industrial production of the country. It also contributes around 3% to the GDP of the country. India textile industry is also the largest in the country in terms of employment generation. It not only generates jobs in its own industry, but also opens up scopes for the other ancillary sectors. India textile industry currently generates employment to more than 35 million people. It is also estimated that, the industry will generate 12 million new jobs by the year 2012. India textile industry is one of the leading in the world. Currently it is estimated to be around US$ 52 billion and is also projected to be around US$ 115 billion by the year 2012. The current domestic market of textile in India is expected to be increased to US$ 60 billion by 2012 from the current US$ 34.6 billion. The textile export of the country was around US$ 19.14 billion in 2006-07, which saw a stiff rise to reach US$ 22.13 in 2008-09. The share of exports is also expected to increase from 4% to 7% within 2012. Following are area, production and productivity of cotton in India during the last six decades. If there is any industry, which is truly representative on India in all its hues, contracts unity, conflicts, history and enterprise hard work- it is the textiles. The very first textile mill was started in India in 1854 with the establishment of Bombay spinning and weaving mills. Till 1920 the total extension of textile industry was concentrated around Mumbai but gradually it spread all over India. A major role is being played by textile industry constitutes around 9% of GNP, and the export of textile constitutes 35% of the total export earnings. Looking at the ancient history from the economies, social or simply physical angles and comparing it to the way it operates, elsewhere in the world one cannot fail to how in this country. Be it in the Vedic, mogul, British or the current democratic era, our textile industry has not only drawn rich lessons from each of them extensively, but also has even kept pace with the changing times. Presently the Indian textile has grown at phenomenal pace and today it accounts for 25% of the total exports from the country. Similarly, the RMG export sector is the thrust area of export contribution, up to 8% of total export from India.
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A detailed study on promotional activity of Reid & Taylor India Ltd Today when the nation is facing financial crisis, the role of the textile industries become more important in increasing export from the country and earns valuable foreign exchange. More than one core of persons are connected with textile industry and earns their livelihood. It constitutes 25% to countrys industrial production. Current Facts on Indian Textile Industry India retained its position as worlds second highest cotton producer. Acreage under cotton reduced about 1% during 2008-09. The productivity of cotton which was growing up over the years has decreased in 2008-09. Substantial increase of Minimum Support Prices (MSPs).
Cotton exports couldn't pick up owing to disparity in domestic and international cotton prices. GLOBAL TEXTILE AND APPAREL (T&A) INDUSTRY The removal of quota regime on January 1, 2005 significantly changed the global textiles and apparel trade. The international textile trade between nations saw manifold increases as the manufacturing base shifted to relatively low-cost Asian countries such as China, Bangladesh, India, Indonesia and Malaysia. Asian countries became the key exporters, and the high-cost producers and key consumers like the U.S. and the EU became the key importers. In 2009, world apparel production as shown in figure 1.2 stood at US$140 billion, with 71% of production accounted for by Asian countries. The U.S. and the EU accounted for 11% and 14% of global production respectively.
Fig: World Apparel Production As a mature industry segment, the growth rate of the global Textile and Apparel industry mirrors the growth rate in global GDP. Of the total apparel retail market as shown in figure 1.3 valued at approximately US$500 billion in 2009, and the U.S. and the EU accounted for 33% and 30% respectively.
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Fig: World Apparel Market TEXTILE INDUSTRIES IN INDIA If there is any industry, which is truly representative on India in all its hues, contrasts, unity, conflicts, history and enterprise hard work-it is the Textiles. Textile industry in India provides great contribution for the development of economy. It is the second largest industry in the world after china. It provides ample employment opportunities to people belonging to all classes. After agriculture this provides employment to maximum number of people in India employing 35 million people.
Fig: Block Diagram Indian Textile Industry
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The very first textile mill was started in India in 1854 with the establishment of Bombay spinning and weaving mills. Till 1920 the total extension of textile industry was concentrated around Mumbai but gradually it spread all over India. A major role is being played by textile industry in determining the National economic growth. The turnover in Textiles industry constitutes around 9% of GNP, and the export of textile constitutes 20% of the total export earnings. Looking at the ancient history from the economics, social or simply physical angles and comparing it to the way it operates, elsewhere in the world one cannot fail to wonder as to how in this country. Be it in the Vedic, Moghul, British or the current democratic era, our Textile Industry has not only drawn rich lessons from each of them extensively, but also has even kept pace with the changing times. Presently the Indian Textiles have grown at phenomenal pace and today it accounts for 12% of the total exports from the country. Similarly, the RMG export sector is the thrust area of export contribution, up to 8% of total export from India. Today when the Nation is facing financial crisis, the role of the Textile Industries becomes more important in increasing export from the country and earns valuable foreign exchange. More than one crore of people are connected with textile industry and earn their livelihood. It constitutes 25% to countrys industrial production.
ECONOMIC CONDITION OF TEXTILE INDUSTRY 2nd in overall impact, after agriculture. Accounts for 4% of countrys GDP About 35% of the total national export earnings. Earns $13.5 billion annually for the country, Accounts for 25% of Indias exports. A large employer-provide 35 Million jobs.
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KEY BRANDS
Fig: KEY BRANDS
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COMPANY PROFILE
S Kumar Nationalwide Ltd[SKNL]Group
SKNL is one of Indias leading textiles and apparel manufacturing companies with expertise in multi-fibre manufacturing. The company has extended its presence in multiple product categories from Fabrics to Apparels and Home Textiles. Ever since its inception, the company has been a frontrunner in its line of business and has come to be known as one of the most respected businesses in the sector. SKNL offers an excellent set of high value products ranging from low cost high quality textiles to world class premium ready-to-wear suiting and is present in every segment of the Indian textile industry. SKNL has stateoftheart manufacturing capabilities and is characterized by a distribution network that is unparalleled in terms of its reach. The company also has a management team with several years of experience translating to an exhaustive knowledge of the industry.
Four Pillars of SKNL
Manufacturing
Distribution
Brands
Human Capital
Manufacturing Maintaining world-class quality has been a corner stone in SKNL's business strategy. The company has invested extensively in manufacturing facilities to maintain high quality standards. Four states of art manufacturing units based in Mysore (Karnataka) and dewas (Madhya Pradesh) collectively produce over 2,00,000 meters of high-quality fabrics each day.
The manufacturing capability gives SKNL a clear edge in the market place - stringent quality measures and competent management systems ensure that the finest product reaches the consumers, consistently. Luxury Textile fabrics are manufactured at a world-class integrated facility situated near Mysore (Karnataka). Its high quality fabrics are well received in the domestic as well as international
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A detailed study on promotional activity of Reid & Taylor India Ltd market. In fact, Reid & Taylor - Scotland, sources its fabrics from this mill as well for its international markets. SKNL is the only manufacturer of fine count Damask in India. Its Chamunda Standard Mills and Amana Manufacturing Unit in the outskirts of dewas (Madhya Pradesh) manufactures this fine fabric to cater to Indian & European markets. The company is constantly modernizing and upgrading its existing facilities for Consumer Textiles and Home Textiles. Plans on the anvil are to add new capacity to manufacture Worsted Suitings and Home Textiles Two new plants at Bharuch, Gujarat for Cotton have been recently established. SKNL plans to introduce yet another facility, of the Readyto-Wear SBU, near Bangalore to cater to the international market. Distribution The companys wide network reaches both domestic as well as overseas market. SKNL caters to the entire socio-economic segments of the Indian market across 30,000 outlets through 300 dealers. Today, SKNL is the largest institutional supplier in India in the organized sector. The company plans to establish high impact presence through multi-brand outlets, large format chain stores and exclusive stores for all its brands. Human Capital SKNL has developed highly effective management capabilities due to a unique fusion of entrepreneurship with professional expertise. The Board of Directors includes eminent people from industry, law, banking, finance and economic sectors. Brands Ability to build brands, across the socio-economic segments has been one of the key factors in SKNL's success. A keen understanding of the dynamic market trends, while keeping abreast with the changing usage patterns, attitudes and preferences of the consumers has been the foundation of creating successful brands.
Brands
Reid & Taylor
Belmonte
S.Kumars
Uniformity by Belmonte
Carmichael house
Stephens Brothers
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A detailed study on promotional activity of Reid & Taylor India Ltd Products:
Products
Fabrics
Apparel
Home Textiles
Businessunits:
Consumer Textiles: Blended and Uniform fabrics He manufacturing facilities are located at dewas. Substantial part of the production is outsourced. The work wear polyester/ viscose fabrics are used by industries, hospitals, navy, schools and offices. The company has a market share of 8% in the Blended Suiting business and 30% in the work wear and daily wear fabrics business of the organized sector. The company offers a range of high quality budget blends of polyester and viscose in numerous designs. Belmonte, launched in 2006, is SKNLs offering in the mid-premium segment. Most fabrics are characterized with special attributes such as wrinkle-free and moisture-absorbent qualities thereby enhancing their value. Home Textiles: Total Home Expression Carmichael house is a brand that offers complete home textile solutions in a range of fabrics and weaves. Carmichael house caters to the mid-premium segment of the home textile market in the country. In addition to the companys home textile manufacturing unit in Dewas, it is in the process of developing another state of-the-art manufacturing unit at Jhagadia to cater to the rising demand for premium and luxury branded home textiles. The industry is also characterized with Very few organized players. Establishing a strong presence at this juncture should assist SKNL to achieve a dominant position in the market for organized home textiles.
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A detailed study on promotional activity of Reid & Taylor India Ltd Total Wardrobe Solutions (Ready to Wear) Ready to wear garments include shirts, trousers, suits, casuals, ties, socks, for the mens segment. At present, SKNL has three brand offerings in the ready-to-wear garment industry. The brands in this segment include Stephens Brothers in the super premium segment, Reid & Taylor in the premium segment and Belmonte in the mid premium segment. SKNL is focusing on and investing in this area as it has identified it as a high growth segment. The company is also actively scouting For potential opportunities to add brands in the economy and luxury segments. Branded readymade garments constitute around 10% of SKNLs top line and this contribution is expected to increase in the future owing to the forecasted growth in the branded clothing market in India. In line with the growth in the industry, SKNL is constantly expanding its distribution reach. High Value Fine Cottons (HVFC) The high value fine cottons segment is the newest venture undertaken by SKNL. This business is characterized by high margins and has the potential to deliver strong returns. SKNL has commissioned production in the weaving unit of the completely integrated (yarn to fabric) 12.75 million meters per annum manufacturing facility for the production of High Value Fine Cotton fabric in Jhagadia, Gujarat. Full commercial production would start later in the year. This is one of the most technologically advanced textile manufacturing units in the country. With this facility, SKNL will be one of the few companies in India offering high value shirting fabrics. Around 60-65% of the high value fabrics produced will be exported to foreign luxury brands. Most of SKNLs competitors in this segment are located in high wage countries, thereby giving the company a natural advantage and an opportunity to supply high value fabric at a substantially lower cost. There is also a backend-frontend synergy with Leggiuno whereby the design talent and capabilities of Leggiuno will help the division and also division would get access to high end brand catered to by Leggiuno. Luxury Textiles Reid & Taylor (India) Ltd. (RTIL), a subsidiary of SKNL, offers the Reid & Taylor brand in the premium segment of the industry in India. In less than ten years after its introduction, Reid & Taylor has been successful in capturing a healthy market share and is rated amongst top two brands for premium clothing. Reid & Taylor has a diverse portfolio of products and also offers total wardrobe solutions. The categories include high quality fabrics, over 500 designs of premium readyto-wear clothing, smart casuals and accessories. Stephens Brothers is a leading international brand and is part of the Austin Reed group and is offered by RTIL in India. Stephens Brothers is an English brand that offers a wide range of business attire that is designed to perfection. The brand produces suits both for ladies and gentlemen with the finest pure wool and pure linen fabrics. The luxury segment is a significant contributor towards the consolidated revenues of the company. Subsidiary Companies 1. Reid & Taylor (India) Ltd 2. SKNL International B.V. 3. SKNL Europe B.V. 4. SKNL Italy S.P.A 5. Anjaneya Foundation
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REID AND TAYLOR Company profile: SKNL established its Reid & Taylor division into a wholly owned subsidiary company called Reid N Taylor (India) Ltd in 2007. Reid N Taylor (India) focuses on the worsted fabrics and ready-towear men's wear brand, to consolidate its position in the fast-growing luxury segment. Reid & Taylor (India) Ltd. is a subsidiary of SKNL. Synonymous with British tradition, Reid & Taylor has been styling the world's elite for over 170 years. It all began in the 1830's with Alexander Reid, an enterprising Scottish gentleman, embarking on a journey to make his vision a reality. Using locally available Cheviot wool he created Cheviot cloth that soon caught on the fancy of the landed gentry. As the clientele and reputation grew, he was joined by financer Joseph Taylor. Thus, began the enduring partnership of creating finest cloths in the world, which today is better known as Reid & Taylor. Reid & Taylor continues the journey to create the finest fabric passionately and has thus carved out a distinguished name for itself in the industry.
Reid & Taylor was launched by SKNL in India in 1998 with the inauguration of a state-of-the-art fabric plant at Mysore. The discerning consumers in India now can experience international-quality garments in their own cities and towns. Today, Reid & Taylor has emerged as a leading brand in the worsted suiting segment with sales turnover of Rs. 2200 Million and a market share of 18 %, propelling the brand to grow at a rapid rate of 25% p.a.
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A detailed study on promotional activity of Reid & Taylor India Ltd Reid & Taylor is the first brand in India to offer both fabrics and apparel under one label. The fine quality of garments and sharp styling has created a space for itself in the customers mind. The apparel range includes formal and casual daywear suits, jackets, trousers, shirts ties and accessories along with a wide selection of T-shirts, jeans, and other weekend wear. Produced by Reid & Taylor at a dedicated facility in Bangalore, the apparel range upholds the finest tradition of quality and cuts in outfitting. Amitabh Bachchan, India's most well-recognised and admired film icon endorses the brand. The association with a Bollywood icon has translated into higher reach and stronger pull for the brand from the non-metro cities. High brand saliency and the positive affirmation from consumers have influenced demand in domestic market and the neighbouring countries. The Reid N Taylor division comprises luxury textiles and ready-to-wear garment business carried out under the 'Reid & Taylor' brand. Its fabrics are manufactured at an integrated facility at Nanjangud, Mysore in Karnataka. This plant is comparable to the best in the world. Its high quality fabrics are well received in the domestic and the international market. In fact, Reid & Taylor Scotland, sources fabrics made in this mill for its international markets. Today, Reid N Taylor (India) has emerged as a leading company in the worsted segment with a sales turnover of Rs. 2200 million and a market share of 18%, propelling the brand to grow at a rapid rate of 25% p.a. GIC Singapore recently invested Rs. 9,000 million, in Reid N Taylor India Ltd, through a fresh issue of equity shares and warrants. Subsequently, GIC will in effect own up to 25.4% stake in RTIL and the balance 74.6% stake will remain with SKNL. Reid & Taylor, the premium suiting and apparel brand, enjoys a high equity in the domestic and the international market. The brand dots the countrys retail landscape through its 160 EBOs. Reid & Taylor India plans to usher in several other brands in the premium category.
Manufacturing: Modern machinery imported from Switzerland and manufacturing processes that defined the new gold standard are the hall mark of the plant spread over acres in Nanjangud, Mysore. The state-of-theart machinery leverages capacities, competencies and capabilities in production and service area. Advance electronics control enables the machine to manoeuvre different kind of textile yarns with ease and flexibility at a high speed to produce superior quality & product features.
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A strong in-house design development process makes each fabric spell style! A high attention to detail and in-depth study of international trends has been the key to the growth of the brand. A vast majority of the workforce is trained by the company to handle the advanced machinery and equipment in the most efficient and productive manner. Today the team comprises more than 1,100 trained and committed members, and with expansion into newer products and markets, its slated to achieve greater heights. PRODUCTS: Fabrics Reid & Taylor fabrics are acclaimed for their high wear ability, ease of maintenance, and superior shape of retention. The range includes pure wool super fine fabrics made from fine merino fleece in high counts like 90s, 100s, & 130s, fabrics in wool / linen and wool / silk, wool/ silk/ polyester and other blends. The brand has recently launched high quality fine fabrics that include the super 230s, machine washable all wool fabrics and 100% cashmere suitings and jacketing fabrics. Reid & Taylor has also introduced blended fabrics like wool-silk, cashmere-cotton, bamboo-wool (70:30), cottonwool(70:30) easy care all wool-high twist and machine washable, for special occasion. The rare Escorial fabric is the worlds finest naturally grown wool and has been selected from the finest fleece measuring 16 micron or finer. Its natural spiral shape traps air and lends a remarkable elasticity, making the fabric wonderfully light, naturally flexible and stunninglyerase resistant.
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A detailed study on promotional activity of Reid & Taylor India Ltd Reid and Taylor manufacturers a wide range of worsted and premium suitings including: Apparel In the ready to wear segment, Reid & Taylor has launched suits, jackets, trousers and shirts under the label of Reid and Taylor legends, a range of fine formal clothing aimed at the premium segment. The Reid and Taylor leisure comprises: Linen suits Cotton trousers Shirts T-shirts Golfing etc All wool super fine Poly wool blends Wool cashmere blends Wool linen and wool silk polyester blends Polyester Viscose blends Polyester Viscose worsted Value added polyester viscose blends Wrinkle resistant suitings ECOFRESH suitings
Area of Operation Global / National / Regional It all began with a small trading company.
In 1948, Mr. S.S. Kaslival and his elder brother Mr. A.S Kaslival set up S. Kumar and company in Mumbai to trade in textiles. Thereby planning the seeds of what is today, a large business group with a portfolio of activities ranging from textiles and power to leisure and information Tech services a diverse conglomerate, unified by a business. Philosophy that lays particulars emphasis on fair play, corporate transparency and professionalism led by two generations of the Kasliwal family and professionally managed the group is a global player in textiles, with a growing presence in energy and power, e-commerce, Information Tech services, leisure, relating, garments, infrastructure development and Tyres, and is known popularly all over India, simply and successfully as S. Kumar
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A detailed study on promotional activity of Reid & Taylor India Ltd Growing global: The last few years have seen a high degree of growth and diversification at S. Kumars and one of the major thrust areas has been globalization, a small beginning was made with acquisition of strategic take in Reid and Taylor, Scotland makers of the worlds most luxurious cloths for mens accessories as also open boutique in the U.S, thereby buttressing S. Kumars globalization objectives; in addition the group has plans to make several strategic investments in textiles in Europe, the CIS and U.S and Latin America. Perhaps, Asias most modern textile facility, setup in association with Reid and Taylor, Scotland, makers of the worlds most preferred wool worsted suiting, with an annual production capacity of 5 million miters. S. Kumars began exporting fabrics from India as far back as 1967 on today export a variety of fabrics, including home lines, chiefly to Europe and the Middle East; in pipeline are wool worsted and polyester/wool as a part of its effort to become world players in textiles.
Ownership Pattern
Board of Directors: Name Mr. A C Shah Mr.Nithin S. Kasliwal Mr. Anil channa Mr.Kunnasagaranchinniah Mrs.Jyothi N. Kasliwal Mr.Vijay Kalantri Mr.Dara D. Avari Mr. Martin Henry Mr.JitendraBalakrishnan Mr. Denys Frith Mr.AnishModi Mrs.AmitaNarain Mr.VinayshilGautam Designation Chairman Vice Chairman & Managing Director Deputy Managing Director Director Director Director Director Director Director Director Director Director Director
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Competitors Information To understand Indias position among the textile producing countries, it is necessary to look at its export rates in detail. Although the textile industry contributes 9% of GDP & 35% of foreign exchange earnings, Indias share in global exports is only 3% (China 13.75%). Expressed in US dollars, Indias exports value $10billion, in sharp contrast to Chinas $77 billion. While India is still concerned with its fine tuning policy, China seems to have its sights on a more strategic dimension. It is believed that China is vacating the commodity end comprising yarn &grey fabric, & moving into high value processed fabrics, with sizeable investments in value added processes. Meanwhile, India is still in the phase of upgrading at the commodity end. Indeed, an Indian textile delegation has scheduled a visit to China in March 2002 to scout for business opportunities in lower value intermediates. Infrastructure Facilities About 40 acres of land purchased for the purpose of setting up a factory. The production Block is occupying about 10 acres of the area. The supply of electrical power from own DG house wherein 4 generator sets, of 2.5, 2.5, 1, 1, MW totalling 7.0 MW capacity. The steam to be supplied by two oil fired boilers. The total area covered for DG sets and Boilers about 3.5 acres. The effluent and the polluted water form out of the process to be treated in E.T.P, covering an area of about 4 acres. The man power recruitment for the plant is about 900 workers and 300 staff. The company is guarded 24 hours by 4 security supervisors and 32 guards. The guards are supplied by a security agency from Mysore. Achievements/ awards
Reid and Taylor were launched in Indian in 1998. The worsted industry was then going through a phase of stagnation and was loaded with a number of established players.
It was in this delicately poised environment that Reid and Taylor was launched. The launch, through a strategic association with James Bond, rekindled excitement in the market. Thanks to instant customer response and trade support the brand established itself as a leading player in the field. In 2002, a study conducted by A.C. Nielson revealed that Reid and Taylor enjoyed a high recall (84%)and was in the top three with an ad recall of 52% (source A.C. Nielson).
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A detailed study on promotional activity of Reid & Taylor India Ltd Work Flow Model End to End Dying
Spinning
Weaving
Mending
Finishing Figure: Work flow model Dying The raw material what is got is usually white this has to be converted into different shades dyeing is the process by which the fibres will be dyed in different shades. There are 3 years of dyeing that is: Top dyeing Fibre dyeing Yarn dyeing
In top dyeing the raw material that is polyester and wool are dyed separately and then blended. But in fibre dyeing the fibres is make it is dyed in yarn dyeing the yarn is dyed in required colour. Fibres are dyed in respective shades keeping in mind the required blend of fabric i.e.55/45, 65/35, 40/60 i.e. polyester and wool are blended in different percentage as required.
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A detailed study on promotional activity of Reid & Taylor India Ltd Spinning Spinning is a process where raw materials (polyester and wool) are converted into yarn. The spinning process comprises of three-sub process A. Re-combining B. Spinning preparatory C. Spinning Weaving Fabric is the final main product and weaving is the process of converting yarn into fabric. Fabric is just interring placement of yarn or thread in called WARP or ends and transverse threads are called WEFT or picks. The threads, which have to be separated individually and for this each thread is drawn through healed eye of the healed and all the healed together mounted on a shaft and there healed shafts can be mounted on loon where fabric is made. There are different count spun like 1/24, 1/32, 1/38, 1/48, 1/56, 1/60, 1/70, 1/80, etc. The yarn are said to be twisted into S or Z twist depending upon the direction. Clockwise direction of twist is S twist and anti-clockwise of twist is Z twist. The weaving process comprises of 3 different motions on the loom Primary motion Shedding Opening of the wrap sheet, the wrap sheets have to be lifted as per the weave to insert the weft. One set of wrap is lifted and the other is kept down. Picking In section of weft through open sheet, as soon as the wrap sheet opens one rapier brings weft in the centre and the other rapier takes up the weft to the other end. Beat-up Beating weft to the fall of the fabric as soon as the second rapier reaches and of the fabric, the reed pushes the weft in the direction of the previous weft and insures the weave of the required thickness.
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A detailed study on promotional activity of Reid & Taylor India Ltd Secondly Motion Let off: release of wrap in a fabric the weft should be arranged uniformly they should not be too tight or loose. After picking the wrap should advance to accommodate the next pick. Take up: take a fabric on the roller. This motion corresponds to the wrap has to have the required tension on the loom. So when the let off motion takes place the fabric is taken up on the roller. Auxiliary Motion Wrap stop Motion When any of the ends break the machine stops the drop wire on the wrap drops and completes a circuit tripping the machine. Weft stops Motion When the weft breaks the machine stops in case of ample the yarn is wrapped on a Suzuki machine. After the completion of wrapping, the beam is taken to the weaving section where it is drawn manually, it is then fixed on the loom and the sample fabric is woven. Mending The purpose of the marketing department is to identify and mend the faults/defects encountered in the fabric after weaving. The fabric is inspected in detail on the tables by the menders and the fault if mend able is mended after this one more check is done on the fabric. Finishing The mended fabrics are sent finishing. This is the process by which the fabric attains its own handle, aesthetic feel comforts etc, for this different chemical heat treatment are given. First of all the fabrics will have protruding fibers. A process called SINGEING removes these. Then the fabric has to be washed to remove dust, stains, and tint and to make it clean. Future Growth and Prospects A birds eye view into distant horizons: The future plans includes expansions of home linen and terry towel production jointly with an oversees company and the including of Denim, industrial fabrics knit wear in the groups products range, as well as garments and fine cotton fabrics. A special facility to produce fine cotton is planned to build near New Delhi.
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SWOT ANALYSIS
STRENGTH Reid and Taylor have appointed Experts from Textile field, with in - depth industry experience and insight in producing terry wool fabrics. 1. In this shortage possible time of Nine years the visibility of the product has been observed not only on all the leading stores but also commands a respect from any good shop that sells Suitings for the Elite Class. 2. Reid and Taylor is a creative, yet practical product designer organization. 3. They are using highly efficient, flexible business model, utilizing direct customer sales and distribution. 4. It has 100 exclusive retail stores now. 5. The Company is planning to introduce more than 550 Retail Showrooms to showcase the various products of Reid and Taylor.
WEAKNESS 1. At present the Company has under its belt very less retailers, on all India bases, who can work face-to-face with the customer to generate brand and product awareness. 2. The company is not able to produce sufficient point of purchase material like posters, small boards, and gifts for customers, regularly to attract the attention of the customer. 3. They have to still make a lot of investment for maintaining brand awareness as a start-up company.
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OPPORTUNITIES 1. Reid and Taylor have advantage of participating and contributing to the GNP of the Country, with in a growing industry. 2. It has the advantage of less overhead costs, as it is a new venture. 3. It has advantage of increase in diminishing product costs which is possible if the Company forges ahead by achieving economies of scale through increase in production and utilizing its Production capacity to its maximum level. 4. It has the ability to leverage the marketing efforts of other participants in the industry to help it grow in volume and increase the shelf space in the general market through healthy Competition.
THREATS 1. Such opportunities are rare if the management fails not only to understand the weakness but also to plug the loophole without wasting any time. 2. Such an aggressive momentum will help the Company improve the Demand pull and Customer base could be enlarged. 3. Be alert, if there is a slump in the economy that could have a negative effect on peoples spending of discretionary income on recreational products and bring about a remarkable decrease in the degree of impulse buying. 4. There is a lot of scope of the old horses like Digjam, OCM, and Dinesh or Vimal to spring back in to the Worsted scene on the Indian sub-continent, learning from the positive response of Reid & Taylor. Because the financial muscle of the Ambanis and Birlas is well known.
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CHAPTER 2
LITRETURE REVIEW
PROMOTION
Kotler talked about the 4 P's of marketing: promotion, placement, price, and product. promotion refers to what activities you do to promote the product. this can be through advertising, public relations, trade shows, etc. basically, it means anything that you do to call attention to your product and drive sales[1]. Types of Promotion Promotion includes all activities designed to inform, persuade and influence people when they are making the decision to buy. Promotion is made up of: Advertising non-personal communication transmitted through mass media Publicity free promotion through news stories in newsletters, newspapers, magazines and television Sales Promotion all forms of communication not found in advertising and personal selling, including direct mail, coupons, volume discounts, sampling, rebates, demonstrations, exhibits, sweepstakes, trade allowances, samples and point-ofpurchase displays In designing a promotional plan, clearly spell out: Which objectives to use. It is possible to have more than one objective, but it is recommended that a company target its audience or run the risk of losing focus. What to say Who to say it to Criteria used to measure success Suggestions for Inexpensive Promotion Some inexpensive, appropriate and effective methods of promotion for the new food processor include advertising through: Personal selling Product demonstrations Direct mail Business cards Yellow Page listing Seminars Newsletters Contests Flyers Statement stuffers Window banners
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Promotion Objectives The promotion objectives need to be clearly stated and measurable. They must be compatible with the objectives of the company, as well as the competitive and activity strategies. Objectives vary for different products and different situations. For example, producers must promote differently to brokers than to wholesalers. When promoting to a broker, the producer must promote what he/she wishes the broker to present to the wholesaler. When promoting to a wholesaler, the producer simply wants the wholesaler to purchase the product. There are five general promotional objectives to choose from. The five types of objectives for promotional activities are1: to provide information to increase demand to differentiate the product to accentuate the value of the product to stabilize sales Promotional Strategy Once the producer has reviewed all the possible promotional tools, he/she must devise a promotional strategy. A promotional strategy should address the following issues: What is the goal of the promotion? What types of promotion should be used? What effect should the promotion have on the customer? Which promotion is working? Which promotion is not working? What are the costs of the promotion compared to the benefits?[2]
Promotional Activity
Promotional activity is a balanced combination of strategic activities, giveaways, presentation, and the right timing. The goal of promotional activity is to increase company's awareness in the marketplace. Promotional Activity includes branded gifts that usually tend to increase response rates and the overall effectiveness of your other activity programs. Promotional Activities is gaining a lot of popularity in India recently. This has been noticed especially in the case of the fast moving consumer goods segment. The price wars started out between the two FMCG giants HLL and P&G. These price wars have further led to promotions that have almost become a norm in the industry. A prospect might just pick up an item of promotion at a tradeshow, view it on a coworkers desk, or receive it in the mail. Therefore, there are a few important factors to be considered when defining the promotional activity item to go with promotional campaign. The very first and most important step to choosing the right promotional activity strategy requires understanding target audience. Knowing how the target customer spends the time during the day can greatly influence the type of promotion item that you consider and how well the promotion performs in the promotional activity. MBA Dept, Marketing Page 23
Promotional activity can also be defined as a business activity strategy that is designed to stimulate a customer to take action towards a buying decision. Promotional activity is a technique that includes various incentives to buy such as the ones listed below: Contests Coupons Sampling[3] Promotion is an important part of marketing mix of a business enterprise. Once a product is developed, its price is determined the next problem comes to its sale i.e., creating demand for the product. It requires promotional activities. The activities are technique which brings the special characteristics of the product and of the producer to the knowledge of prospective customers. Promotion is a process of communication involving information, persuasion, and influence. The term 'selling' is often used synonymously with promotion. But promotion is wider that selling. Selling is concerned only with the transfer of title in goods to the purchaser, whereas promotion includes techniques stimulating demand. These techniques include advertising, salesmanship or personal selling and other methods of stimulation demand. Advertising and sales promotion techniques are indirect and non-personal whereas personal selling or salesmanship is a direct and personal technique. All these techniques, however, should be integrated with the activity objective of the enterprise. The salesmen can report about the different advertising and other promotional appeals as they are in close touch with the consumer public and market conditions. Promotion is essentially the sales efforts of a business enterprise and includes the function of informing, persuading and influencing the purchase decision of the existing the prospective consumers with the object of increasing sales volume and profits. Promotion is the efforts of the seller to sell the product effectively. Promotion is the communication with the customers to pursue them to buy the product. It is the duty of the activity manager to choose the communication media and blend them into an effective promotion program. These are more than one type of tools used to promote sales. The combination of these tools with a view to maintain and create sales is known as promotion mix. Promotion mix is the name given to the combination of methods used in communicating with customers. There are four tools of promotion mix viz. advertisement, personal selling, publicity and sales promotion. These are called elements of promotion mix.
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Elements of Promotion Mix

There are four elements of promotion mix: Advertising Advertising is a non-personal presentation of goods, services or idea. In advertising existing and prospective customers are communicated the message through impersonal media like radio, T.V., newspapers and magazine. It involves transmission of standard message simultaneously to a large number of people. The message transmitted is known as advertising. Personal Selling Personal selling is the process of assisting and persuading the existing and prospective buyer to buy the goods or services in person. It involves direct and personal contact of the seller or his representative with the buyer. Publicity Publicity is a non-personal non-paid stimulation of demand of the product or services or business unit by planning commercially significant news about the services or business unit by planning commercially significant news about in the print media or by obtaining a favorable presentation of it upon radio, television or stage. Sales promotion Sales promotion consists of all activities other than advertising, personal selling and publicity, which help in promoting sales of the product. Such activities are non-repetitive and one time offers. According to American Activity Association, sales promotion include, "those activity activities other than personal selling, advertising and publicity that stimulate consumer purchasing and dealer effectiveness, such as point of purchase displays, shows and exhibitions, demonstrations and various non-recurring selling efforts not in the ordinary routine." The main aim of sales promotion is to increase sales and profits of the firm but it is quite different from personal selling and advertising. In personal selling, customer is persuaded by a sales person face to face. Advertising is a non-personal mass communication media. Sales promotion, on the other hand, is a non-recurring and non-routine method. Its main aim is to supplement and coordinate the personal selling and advertising. It is a supporting and facilitating element of promotional strategy. Sales promotion bridges the gap of advertising and personal selling.[4]
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MARKETING CONCEPTUAL ANALYSIS

MARKET
A market may be considered as a convenient meeting place where buyers and sellers gather together for exchange of goods. E.g. spot cash or physical market. A market in general, may be described as a place where goods and services are offered for sale, buyers and sellers meet and the title of the goods is transferred. This is the general meaning of the term Market Market from economic point of view refers to the institution of exchange where by the commodity which is sold and purchased at a competitive price and from the management point of view refers to a social institution performing the work of middlemen transport agency, warehousing etc. The market is a sphere with in which process of fixing forces operates and in which exchanges of title tend to be accommodated with the actual movement of goods affected.
MARKET CONCEPTS
1. PLACE CONCEPT
A market is a convenient meeting place for buyers and sellers together in order to conduct buying and selling activities.
2. DEMAND CONCEPT
Today, a market is equated with the total demand. Hence, market means a group of people having desired wants with the purchasing power to make their demand effective and the will to spend their income to fulfill those wants. This is considered a good approach to define a target market or a market segment under keen competition, a marketer wants to create to capture and retain the market (customer demand) through an appropriate marketing mix offered to a target market. The market offering (supply) must fully meet the customer demand that is desired needs and wants. Under the market oriented approach demand concept of market assumes unique importance it is the economic concept. Any area providing a set of price making forces may become a market, we need three conditions. 1) Derived want and needs 2) Products to meet this demand 3) They have some means of communications such as phone, telex, correspondence etc.
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With the means of communication, price making demand forces and supply can freely operate and inform buyers and sellers, they can establish close and continuous contacts to carry on the exchange of products without formal face to - face meetings. In such a market, price uniformity can be easily established place-wise through transport and time wise through warehousing. In this sense we have national or world market for many commodities. Market as a set of price making forces is an economic concept of the term market. The meeting place for exchange is not essential and it is a matter of convenience only.
KINDS OF PRODUCTS
There are three kinds of goods. 1. MANUFACTURED GOODS: Manufacture goods are consumer goods needed for use or consumption by consumer or these are the industrial goods needed for use by produces in the process of production. 2. AGRICULTURE GOODS: Agricultural goods may be in the form of raw material for industry or consumer goods for immediate consumption. 3. NATURAL RAW MATERIALS: Natural raw materials are the free gifts on nature and they are the raw materials of industry. A three-fold classification of consumer goods based on typical buying habits of consumers is how, when, where consumers usually buy commodities. The three categories of consumer goods are; 1) Convenience goods; 2) Shopping goods and 3) Speciality goods
1. CONVENIENCE GOODS
Customers frequently demand these goods in small quantities, but they must be immediately available or easily accessible at retail shop. These are low cost, highly advertised items that are designed for main markets and are sold to all income classes. All sales promotion devices are liberally used stimulate consumer demand. They are branded, low priced goods sold on a self-service basis. They have to be distributed through numerous retailers. Example convenience goods are newspapers, food articles, soaps, razor blades, tobacco product etc.
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2. SHOPPING GOODS
There are 2 types of shopping goods 1) Fashion goods 2) Service goods They need research efforts and special visits to central markets. These are not urgent They need not
purchasers and buyers can postpone buying according to their convenience.
have numerous retail outlets. Buyers want to shop around and select goods after comparing quality, terms, style, and price service and so on. Examples of these goods are furniture, jewellery, domestic appliance etc.
3. SPECIALITY GOODS
They have unique characteristics or brand identification for which a sufficient number of buyers are willing to make a special purchasing effort. Examples include cars, stereo, components, photographic equipment and Mens Suits. A Mercedes is a speciality good because interested buyers will travel for miles to buy one. Speciality goods do not involve making comparisons. Buyers invest time only to reach dealers carrying the wanted products.
MARKETING CONCEPTS
The Marketing Concept emerged in the mid 1950s. Instead of a product centred, make and - sell philosophy, business shifted to a customer - centred, sense and respond philosophy. Instead of hunting, Marketing is gardening. The job is not to find the right customers for your products, but the right products for your customers. The marketing concept holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating superior customer value to its chosen target markets. There is a perceptive contrast between the Selling and Marketing Concepts. Selling focuses on the needs of the seller, marketing on the needs of the buyer. Selling is preoccupied with the sellers need to convert his product into cash, Marketing deals with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally to consume it for personal satisfaction. MBA Dept, Marketing Page 28
Several scholars have found that companies who embrace the marketing concept achieve superior performance. Companies practicing a reactive market orientation understanding and meeting customers expressed needs first demonstrated this. Some critics say this means companies develop only low level innovations. Companies like 3M, HP and Motorola have made a practice of researching or imagining late cut need through a probe and learn process. Companies that practice both a reactive and proactive marketing orientation are implementing a total market orientation and are likely to be the most successful. The philosophy of an organization in relation to marketing is referred to as its Marketing Concept. Since Industrial Revolution, Marketing Management has developed the following stages in the philosophy of Marketing Concept: 1. 2. 3. 4. The production concept The product concept The selling concept The Holistic marketing concept
1. THE PRODUCTION CONCEPT The production concept is one of the oldest concepts in business. It holds that consumers will prefer products that are widely available and inexpensive. Managers of production oriented business concentrate on achieving high production efficiency, low costs and mass distribution. This orientation makes sense in developing countries such as China where the largest PC manufacturers, legend and domestic appliances take advantage of the countrys huge inexpensive labour pool to dominate the market. It is also used when a company wants to expand the market. 2. THE PRODUCT CONCEPT The product concept holds that consumers will favour those products that offer the most in quality, performance or innovative features. Managers in these organisations focus on making superior products and improving them over time. However, these managers are sometimes caught up in a love affair with their products. They might commit the bettermousetrap fallacy, believing that a better mousetrap will lead people to beat a path to their door. A new or improved product will not necessarily be successful unless the product is priced, distributed, advertised and sold properly. MBA Dept, Marketing Page 29
3. THE SELLING CONCEPT The selling concept holds that consumers and business, if left alone, will ordinarily not buy enough of the organizations products. The organization must therefore, undertake an aggressive selling and promotion effort. The selling concept is epitomized in the thinking of Serigo Zyman, former Vice-President (Marketing), of Coca-Cola - the purpose of marketing is to sell more stuff to more people more often for more money in order to make more profit. The selling concept is practical most aggressively with unsought goods, but buyers normally do not think of buying, such as insurance, encyclopaedias and funeral plots. Most firms practice the selling concept when they have over capacity. Their aim is to sell what they make rather than make what the market wants. However, marketing based on hard selling carries high risks. It assumes that customers who are coerced into buying a product will like it, and if they do not, they will not return it or bad-mouth it or complain to consumer organizations. Or might even buy it again 4. THE HOLISTIC MARKETING CONCEPT A whole set of forces that appeared in the last decade call for new marketing and business practices. Companies have new capabilities that can transform the way they have been doing marketing. Companies need fresh thinking about how to operate and compete in a new marketing environment. Marketers in the twenty first century are increasingly recognizing the need to have more complete cohesive approach that goes beyond traditional applications of the marketing concept. The holistic marketing concept is based on the development, design and implementation of marketing programmers, processes, and activities, that recognized their breadth and inters dependencies. Holistic marketing recognizes that everything matters with marketing and that a broad, integrated perspective is often necessary. Four components of holistic marketing are relationship marketing, integrates marketing, internal marketing and social responsibility marketing. Holistic marketing is thus an approach to marketing that attempts to recognize and reconcile the scope and complexities of marketing activities.
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THE MODERN CONCEPTS

The British Institute of management looks at marketing as a creative management function which promotes trade and employment. To the American marketing association denotes, all those business activities that are concerned with the flow of goods or services form the producer or supplier to the consumer or the end user. Today in USA super markets have displaced salesmanship and emphasise on all the services related to merchandising stocking, parking and display. Philip Kotler defines, Marketing as the market concept, is customer orientation backed by integrated marketing aimed at generating customer satisfaction as the key to satisfy the organizational goals. Author P. Felton defines Marketing Concept as the philosophy applied to the operation of a business through which the Customer needs will be uppermost on the scale of importance. Marketing under Managerial thinking should also stress cost and price consideration demand, satisfaction or selling and demand creation or sales promotion and advertising and marketing research to match the supply with customer demand. Marketing must include ascertaining creating, and satisfying the customer wants and doing it at a profit. This is the proper concept of marketing function. As an executive at the Chase Manhattan Bank once stated, Marketing begins with top management. Only the top management can provide the climate, discipline and leadership required for successful marketing programs.
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MODERN DYNAMICS OF MARKETING FUNCTIONS

THE IMPORTNACE OF MARKETING:
Here lies the importance and identity of the functions of marketing and its functional Head. More important is the thought process, leadership qualities and result oriented approach of the marketing team. Financial success of an organization often depends on marketing ability. Finance, operations, accounting and other business functions will not really matter if there is not sufficient demand for products and services so the company can make a profit. There must be a top line for there to be a bottom line. Many companies have now created a Chief Marketing Officers or CMO, position to put marketing on a more equal footing with other C-level executives such as Chief Executive Officer (CEO) and Chief Financial Officers (CFO). Press releases from organizations of all kinds from consumer goods makers to health care insurers and from non-profit organizations to industrial product manufacturers trumpet their latest marketing achievements and can be found on their web sites. In the business press, countless articles are devoted to marketing strategies and tactics. Marketing is tricky, however, and it has been the Achilles heel of many formerly prosperous companies. Large, well known business such as Sears, Levis, General Motors, Kodak and Xerox have confronted newly empowered customers and new competitors, and have had to rethink their business models. Even market leaders such as Microsoft, Wal Mart, Intel and Nike recognize that they cannot afford to relax. Jack Welch, GES brilliant former CEO, repeatedly warned his company. Change or die. But making the right decision is not always easy. Marketing Managers must make major decisions such as what features to design into a new product, what price to offer customers, where to sell products, and how much to spend on advertising or sales. The companies at greatest risk are those that fail to carefully monitor their customers and competitors and to continuously improve their value offerings. They make a short term, sales driven view of their business and ultimately, they fail to satisfy their stockholders, their employees, their suppliers, and their channel partners, skilful marketing is a never ending pursuit.
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INTEGRATED MARKETING
The markets task is to devise marketing activities and assemble fully integrated marketing programme to create communicate and deliver value for consumers. The marketing program consists of numerous decisions on value enhancing marketing of activities to use. Marketing activities come in all forms. One traditional depiction of marketing activities is in terms of the marketing mix, which has been defined as a set of marketing tools the firm uses to pursue its marketing objectives. These tools are classified into 4 broad groups, which is known as four Ps of marketing that is Product, Price, Place and Promotion. Marketing mix decisions must be made for influencing the trade channels as well as the final consumers. The firm can change its price, sales force size, and advertising expenditures in the short run. It can develop new products and modify its distribution channels only in the long run. Thus the firm typically makes fewer period marketing mix changes in the short run than the number of marketing mix decision variables might suggest. The four Ps represent the sellers view of the marketing tools available for influencing buyers. From a buyers point of view, each marketing tool is designed to deliver a customer benefit. Robert Lauterborn suggested that the sellers four Ps correspond to the customer four Cs.
Four Ps
Product Price Place Promotion
Four Cs
Customer solution Customer Cost Convenience Communication
Winning companies will be those that can meet customer needs economically and conveniently and with effective communication. Two key themes of integrated marketing are 1) Many different marketing activities are employed to communicate and deliver value. 2) All marketing activities are coordinated to maximize their joint effects. In other words, the design and implementation of any one marketing activity is done with all other activities in mind. Business must integrate their systems for demand management resource
management and network management. Integrated channel strategy involves ensuing that direct (E.g. Online sales) and indirect. Channels (E.g. Retail sales) works together to maximize sales and brand equity.
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CORE CONCEPTS
A. NEEDS, WANTS AND DEMANDS
The marketer must try to understand the target markets needs, wanted and demands. Needs are basic human requirements. These needs become wants when they are directed to specific objects that might satisfy the need. Demands are wants for specific products backed by an ability to pay. Companies must measure not only how many people want their product but also how many would actually be willing and able to buy it.
B. TARGET MARKETS, POSITIONING AND SEGMENTATION

A market can rarely satisfy everyone in a market. Not everyone likes the same. Cereal, hotel room, Restaurant College or movie Therefore marketers start by divided up the market into segments. They identify and profile distinct groups of buyers who might prefer or require varying product and services mixes by examining demographic psychographic and behavioral differences among buyers. The marketer then decides which segment present the greatest opportunity, which are its target markets. For each choosen target market, the firm develops a market offering. The offering is positioned in the minds of the target buyers as delivering.
C. OFFERINGS AND BRANDS

Companies address needs by putting forth a value proposition, a set of benefits they offer to customer to satisfy their needs. The intangible value proposition is made physical by an offering, which can be a combination of products, services, information and expeirnce. A brand is an offering from a known source. A brand name such as Mc Donalds carries many associations in the minds of people, Hamburgers, fun, children, fast food, convenience and golden arches. These associations make up the brand image. All companies strive to build brand strength.
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D. VALUE AND SATISFACTION

The offering will be successful if it delivers value and satisfaction to the target buyer. Value is a central marketing concept. Marketing can be seen as the identification, creation, Satisfaction reflects a persons
communication, delivery and monitoring of customer value.
comparative judgment resulting from a products perceived performance (or outcome) in relation to his or her expectations.
MARKETING CHANNELS
To reach target market, the market uses 3 kinds of marketing channel communication channels deliver and receive messages from target buyers. The marketers use distribution, channels to display, sell or deliver the physical product or service to the buyer or user. They include distributors, wholesalers, retailers and agents. The marketer also uses service channels to carry out transaction with potential buyers. Service channels include warehouses, transportation companies, banks and insurance companies. Etc.
SUPPLY CHAIN
Where as marketing channels connect the marketer to the target buyers and supply chain describes a longer channel stretching from raw materials to components to final products that are carried to final buyers.
COMPETITION:
Competition includes all the actual and potential rival offerings and substitutes that a buyer might consider. Suppose an automobile company is planning to buy steel for its cars. There are several possible level of competitors. The car manufacturer can buy steel from U.S. Steel or other integrated steel mills in the United States.
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CHAPTER 3
PROJECT METHODOLOGY
OBJECTIVES OF THE STUDY

1. To find out the reach of promotional activity under taken by read and tailor 2. To learn about the most effectives medium for promotional activity of read and tailor 3. To find out the new avenues for promotion of product read and tailor
DATA COLLECTION PROCEDURE

PRIMARY DATA
A structured questionnaire is used to collect the data. Data was collected by requesting the people to answer the questions from questionnaires.
SECONDARY DATA
Secondary data is collected through various past records and files of the organization. It is also collected through various journals, newspapers, textbooks and websites.
SAMPLING PROCESS
The size of the sample means the number of the sampling in the universe for investigation. I have used convenient random sampling method in this research. Each population has an equal chance of being selected into the sample.
STATISTICAL TOOL FOR ANALYSIS

The statistical tools to be used for analysis would be:
Chi square tests The self administered questionnaires would be used as a tool for data collection.
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PROBLEM OF THE STATEMENT

The growth and success of the organization depends upon its Market Segmentation adopted, Marketing Policies, Extent of Market Research, Marketing Management, Promotional activities, Advertising, combination of Marketing Mix with Product Mix and of course the degree of Customer oriented approach of the Company to all the problems.
SCOPE OF THE STUDY

As the project is undertaken as a part of MARKETING RESEARCH INFORMATION SYSTEM, this project aims to provide information to Reid & Taylor about promotional activity strategies.
This study will enable the company to gain an insight as to the areas where it has to make improvements so as to increase its sales, marketing shares and customer acceptance. The study is within the Mysore city. This study helps in identification of promotional tools used by the company in Mysore city, which is a main motive of perceived performance and expectations. The study tells about the advertising performance with special reference to T.V and Out of door Media. The study also helps in getting the clues for developing new product, product features, changing rates, channels etc.
LIMITATIONS OF THE STUDY

1. The study is limited to Mysore city only.
2. Time constraint.
CHAPTER 4
DATA
ANALYSIS
Page 37
MBA Dept, Marketing
DATA ANALYSIS AND INTERPRETATION

1. Have you heard the name of Reid & Taylor?
Categories Yes No TOTAL
Response 50 0 50
% of respondents 100 0 100
Graph showing th number of customer knows the Reid & Taylor brand
Yes 50 No
100%
0 %
TABLE: Table showing the number of customers knows Reid & Taylor brand.
Inference: From the above graph it is clear that every customer knows the Reid & Taylor brand.100% of the customers are aware of the Reid & Taylor brand
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2. Classification of Respondents based on age

SI NO. 1 2 3 TOTAL AGE IN YEARS 20 -30 30 -40 40& ABOVE _______ No. of respondents 46 32 22 100 (%)
100 80 60 40 20 0 20-30 NO. Of Respondence 30-40 40 & above total
20-30 30-40 40 & above total
Figure: Classification of Respondents based on age Observation: Above table reveals that, the 46% respondents belong to the age group of 20-30 and 32% respondents belong to the age group of 30-40 and 22% respondents belong to age group of 40& above. Inference: From analyzing, it can be inferred that majority respondents belong to the age group of 20-30.
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3. Income levels of the respondents

SI.NO MONTHLY INCOME(Rs) RESPONDENTS % of respondents
1 2 3 TOTAL
10000-20000 20000-30000 30000& ABOVE
15 20 15 50
30 40 30 100
Analysis: Influence of the advertisements is independent of the income level of the customer.
Graph showing the income catagari of customer
30%
30% 10000-20000 20000-30000 30000&above 40%
Inference: From analyzing, it can be inferred that majority of the respondents fall in the Rs. 20,00030,000.
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4. if yes, how have you heard the name Reid and Taylor?
Categories Newspaper TV Ads Hoardings Posters Magazines Friends & Relatives TOTAL Response 8 7 6 3 20 6 50 % of respondents 16 14 12 6 40 12 100
GRAPH SHOWING THE DIFFERENT ADVERTISING STRATEGIES INFLUENCE THE CUSTOMERS TO PURCHASE THE REID & TAYLOR GARMENTS
14% 16%
12% 6%
news paper TV Ads Hordings
12% 40%
Posters Magazines Friends & Relatives
TABLE: The table showing different advertising strategies influences the customers to purchase the garments Inference: From the above graph we come to know that TV ads are most influenced promotional strategy and newspaper comes second... Hoardings, posters, magazines, friends and relatives come at the last.
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5. Can you identify the brand ambassador of Reid & Taylor?

Categories Yes No TOTAL Response 50 0 50 % of respondents 100 0 100
Graph showing the number of customer knows the brand ambassador of the brand
Response
YES NO
TABLE: Table showing the number of customers identifies the brand ambassador Reid & Taylor brand.
Inference: From the above graph it is clear that every customer knows the Reid & Taylor brand.100% of the customers are aware of the Reid & Taylor brand
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6. Have you heaver purchased the product Read and Taylor

Categories Yes No TOTAL Response 28 22 50 % of respondents 56 44 100
Graph showing the number of customers purchasing Reid & Taylor garments
Yes, 56 No, 44
TABLE: The table showing the number of customers purchasing Reid & Taylor garment.
Inference: From the above graph, we come to know that, out of 100%, 94% of respondents has purchased the product and only 6% prefer the others product. Hence the company should make the remaining customers also to go for their product.
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7. how often do you buy the product of Reid and Taylor?

Brand Once in a year Twice in a year Quarterly TOTAL Response 18 8 24 50 % of respondents 36 16 48 100
Graph showing how often the customers buy the garments

Quarterly 48% Once in a year 36%
Twice in a year 16%
TABLE: The table showing how often the customers buy the garments Inference: 1. From the above representation of data 48% of customer said that they are satisfied with the Brand and for Quarterly they are using the products. 2. 16% of the customers are twice in purchase in a year. 3. 36% customers purchase once in a year. The reason for such is the entrance of new brand in the market and in this brand fight the chance of losing targeted customer may arises.
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8. Customer preferences regarding Reid & Taylor outlet

SL.NO 1. 2. Total Opinion Yes No No of Respondents 27 23 50 % of respondents 54 46 100
geaph showing Customer preferences regarding Reid & Taylor outlet

56% 54% 52% Axis Title 50% 48% 46% 44% 42% Series1 Yes 54% No 46%
TABLE: Customer preferences regarding Reid & Taylor outlet Observation: Above table reveals that, the 54% respondents are satisfied with outlet. Inference: Above table shows that 46% of respondents are not satisfied with the retail outlet in Mysore.
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9. Customer service in Reid & Taylor showroom:

SL.NO 1. 2. 3. 4. Total Opinion Excelent Good Average Poor No of Respondents 11 34 5 0 50 % of respondents 22 68 10 0 100
graph showing Preference of respondents about Reid & Taylor showroom.

70% 60% 50% 40% 30% 20% 10% 0% Excellent Good Average Poor Series1
TABLE: Preference of respondents about Reid & Taylor showroom. Observation: Above table shows that 22% of respondents are highly satisfied with the service provided in Reid & Taylor outlet. 68% of respondents are satisfied with the service. 10% of customers responded it is in average level.
Inference: From analyzing, it can be inferred that no one has poor opinion about customer service in Reid & Taylor showroom.
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10. what is the reason behind your purchase

Reasons Corporate Wear Wedding Daily Wear Others (Gifting, etc) Respondents 18 4 20 8 Respondents in % 36 8 40 16
Diagram
Graph showing reason beaind purchase

Corporate Wear Wedding Daily Wear 36% 16% 8% Others (Gifting, etc)
40%
TABLE: The table showing the reason behind the purchase of garments
Inference: Hear we can see that the daily ware customers are 40 % next corresponding to corporate ware 36 % next corresponding to gifts 16 % at the last wedding ware concentrating at 8%.
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11. what impact has Reid & Taylor advertisement made on your purchasing decision?
Part A B Strong 78 80 Neutral 20 18 No impact 2 2
A. Advertisements of Reid & Taylor are attractive. B. Advertisements of Reid & Taylor made me purchase more frequently.
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% A.(Advertisements of Reid & Taylor are B.(Advertisements of Reid & Taylor attractive) made me purchase more frequently) strong neutral no impact
Inference: Satisfaction level of the customer is independent of the advertisement.
12. According to you which brand is effective in advertisement? MBA Dept, Marketing Page 48
Brand Reid & Taylor Raymonds Dines OCM Mayur TOTAL
Response 21 15 6 3 5 50
% of respondents 42 30 12 6 10 100
30 % 42 % 12 % 6 % 10 %
Reid & Taylor
Raymonds
Dinesh
OCM
Mayur
TABLE: The table showing the effectiveness of advertisements Inference: From the above graph we found that Reid & Taylors 42% is having effective advertisement followed by Raymonds 30%, Dines 12% etc. so the above table shows the good quality of the advertisement is taken place in the company.
13. Which Brand having more effectiveness in promotional activity in TV?
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A detailed study on promotional activity of Reid & Taylor India Ltd SL.NO 1 2 3 4 5 6 7 8 Total Brand Ocm Vimal Reid & Taylor Grasim Digjam Mayur Raymonds Dinesh No of Respondents 2 1 18 2 3 2 21 2 50 % of population 4 2 36 4 6 4 42 4 100
45 40 35 30 25 20 15 10 5 0 % OCM Vimal Reid & Taylor Grasim Digjam mayur Raymond's Dinesh
TABLE: Brand having more effectiveness in promotional activity Inference: Though, it is evident that the majority of the sample survey reflects that Raymonds occupies a leading position, the fact that, the perceptional difference of hardly 6% behind Raymonds can be due to a late entry than anything else.
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14. Reid & Taylor belong to------------------------------------------------------- class of suiting.
luxury Premium Economy Total
No of Respondents 40 10 0 50
% of population 80 20 0 100
GRAPH SHOWING BRAND IMAGE OF REID & TAYLOR SUITING IN CUSTOMER'S MIND
Luxury Premium Luxury, 80% Economy
Premium, 20%
Economy, 0%
Inference: Above table shows that 80% of respondents thinks the Reid & Taylor suiting's as a luxury class suiting. So the Reid & Taylor have a brand image of luxury Suiting.
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15. If you have bought the Reid & Taylor material or fabric, list the factors that influence you to Purchase the product?
Brand Advertisement in electronic media Product displayed on outdoor media Advertisement published in print media Influenced by others wearing it TOTAL Response 6 15 21 8 50 % 12 30 42 16 100
Analysis: The product is independent of the product attributes.
Table showing factors that influence you to Purchase the product

electronic media Influenced by others wearing it, 16% outdoor media print media Influenced by others wearing it electronic media, 12%
print media , 42%
outdoor media, 30%
TABLE: Table showing factors that influence you to Purchase the product Inference: From the above graph we found that Advertisement in electronic media 42% is having effective advertisement followed by Product displayed on outdoor media. 30%, Advertisement published in print media 12%, Glow sign boards 6%, and Influenced by others wearing it by 10%. So
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A detailed study on promotional activity of Reid & Taylor India Ltd the above table shows the good quality of the advertisement is taken place electronic media and print media.
CHAPTER 5
CONCLUSION & RECOMMENDATIONS
FINDINGS
Majority of the respondents are in the age of 20-30. Income level of the respondents has been indicated as Rs. 30,000 and above P.M. Most of the respondents were influenced by Advertisement in purchasing the product. Respondents at large are salaried followed by professionals. More than 75% of respondents purchases Reid & Taylor fabric for their personal use. Reid & Taylor ltd, providing good quality product, maximum number of customers have satisfied with the price of Reid & Taylor fabric, Most of the respondents are satisfied with the Reid & Taylor product price in comparison to other company product Price sensitive customer would go for less price product, it is necessary to reduce the price of the fabric Reid & Taylor has more effective advertising strategy than any other company MBA Dept, Marketing Page 53
The main medium of ads for the respondents is TV, which was found by the researcher. It is also found that print media is also main medium; it can be improved with broachers and colorful advertisement regularly. Reid & Taylor is the only company, which has competitive advantage over Raymonds. It was found that Reid & Taylor ltd, have adopted a good distribution policy, the supply Chain is functioning effectively. Supply of materials is restricted to only authorize dealers, wholesalers, franchises and showroom.
SUGGESTIONS
Company has to provide variety of color products; it should be remain as it is. It is also necessary for the company to improve the standards of existing varieties, which can be easily absorbed in the market The step should be taken to reduce the manufacturing costs, so that the company product could be little cheaper and compete with the other competitors in the market. One of the advertisements media in the present day is visual advertising. Thus much of the advertisements should be done through television From the study, it is found that presently the company is using corporate advertisement to promote the brand images. But at retail level there is no much effort in building the customer loyalty, therefore in the study it is suggested to the company to undertake some promotional measure at the dealer level It is suggested that, promoting the customers through local media, like newspaper, boardings, etc In the promotion activity (Advt) company should change the perception of the consumer because consumer feels that Reid & Taylor product are so costly so they dont make enquiry or avoid to see the fabric. Reid & Taylor is not yet attempted in to small market like, towns sub cities etc. if they made attempt to acquire sum part of their areas than the demand for Reid & Taylor product will increase. The company selected channel of distribution must be economic and advantages to the company, which is greater essential for profitability. The company should see that its dealers stock all types of product at average level so that customer can get their requirements at all times without inconvenience. In the analysis of study it is found that, presently there is only one exclusive showroom. The market potential of Mysore is more than the supply of the company products. Therefore in this it is suggested to the company to appoint some more showrooms (at least 2 more) so that being local company, it can effectively enhance the local market potential. The company needs to open its official showroom in the country at present there are only 14 all over the country MBA Dept, Marketing Page 54
Company should improve the retail service and its feedback is not satisfied.
Most Accepted Suggestions

The company can advertising in bus, aero plane, where the premium class of customer con be taped The company can contract with some well brand reputed soft drinks bottles The company can give print add on new sim card purchasing The company should create small camps in the domestic region so that brand get good word of mouth and increase in sales
LEARNINGS
1. I came to know the importance of different management functions such as planning, organizing, staffing, directing and controlling which guide the organization in facing stiff competition from competitors. 2. Trained to understand the way in which, the workflow model helps in organizing work by determining authority and responsibility for staff. 3. The In-plant training helped me in knowing the importance of group effort when compared to individual effort in organization. Also importance of human relations was known which help in getting things done through others. 4. Company influenced me to learnt the importance of leadership traits which guide in achieving personal as well as organization goals. 5. Came to know how individual should be dynamic in corporate sector which guides in career planning and development. 6. The marketing department bridges the gap between organization and customer by various promotion tools as well as regular feedback from customers. 7. Motivated to cross the importance of time management, which helps the entire organization in meeting delivery dates of customers.
MBA Dept, Marketing
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A detailed study on promotional activity of Reid & Taylor India Ltd At last, I feel that in plant training has shaped my personal skill, talent, ability, attitude etc that guide me in contributing to organization as well as nation by working efficiently and effectively.
CONCLUSION
Reid & Taylor is one of the dominate company in textile; it is famous for luxury suiting.
With the income level rising, demand for Reid & Taylor fabric is also increasing in India. With more urbanization, Indian families also consume more luxury suiting, more ready-made textiles, etc. Asian Americans, now numbering over 10 million along with the other 13 million persons of India origin spread all over the world are a huge potential market for the Reid & Taylor fabric out of India. This creates a scope for the producers to come out with a long range of products. India had been at the forefront for variety of textile products both in domestic and global market.
Company should increase the promotion of Reid & Taylor fabric to create awareness among people about the concept of Reid & Taylor products and convince customers about the misconception about the price of Reid & Taylor fabric.
There is great opportunity for Reid & Taylor Company to capture Indian textile market as well as textile market of other countries. Top textile companies say that market is currently worth around Rs 120 crore in India but they confidently predict it will grow to around Rs 200 crore in the next one or two years. So there is a great future for textile industry of India.
MBA Dept, Marketing
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ANNEXURE
QUESTIONNAIRES
Hello sir/madam, Thank you for allowing me to communicate with you. I am a student of PES College of engineering pursuing my M.B.A. I am doing a market research to know the PROMOTIONAL ACTIVITY of REID & TAYLOR (INDIA) LTD in Mysore. I would like to have your opinion. So please kindly fill in the following questionnaire.
Name:
Genders: ( ) Male ( ) Female
Professions: ( ) Student ( ) Businessman ( ) Professional ( ) Others
Addresses:
____________________________ ____________________________ ____________________________
MBA Dept, Marketing
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Q1) Ages: ( ) 20-30 yrs ( ) 41-50 yrs ( ) 30-40 yrs ( ) Above 50 yrs
Q2) Income levels of the respondents ( ) 5000-10000 ( ) 20000-30000 ( ) 10000-20000 ( ) Above 50000
Q3) Have you heard the name of Reid & Taylor? Yes ( ) No ( )
Q4) if yes, how have you heard the name Reid and Taylor? ( ) New papers ( ) TV Ads ( ) Hoardings ( ) ( ) ( ) Posters magazines Friends & Relatives
Q5) Can you identify the brand ambassador of Reid & Taylor?
( ) Sharukh Khan
( ) Tom Cruise
( ) Amitabh Bachchan
( ) Rahul Bose
Q6) Have you heaver purchased the product Read and Taylor ( ) yes ( ) no
MBA Dept, Marketing
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Q7) how often do you buy the product of Reid and Taylor?
( ) Once in less than 3 months

( ) Once in 6 months to one year Q8) what is the reason behind you purchase ( ) Corporate Wear ( ) Daily Wear
( ) Once in less than 6 months

( ) Once in a year
( ) Wedding ( ) Others (Gifting, etc)
Q9) what impact has Reid & Taylor advertisement made on your purchasing decision?
( ) Powerful Impact ( ) Average Impact
( ) somewhat influenced ( ) Poor
Q10) According to you which brand is effective in advertisement? ( ) Ocm ( ) Reid & Taylor ( ) Digjam ( ) Raymonds ( ) Vimal ( ) Grasim ( ) Mayur ( ) Dinesh
Q11) Which Brand having more effectiveness in promotional activity in TV? ( ) Ocm ( ) Reid & Taylor ( ) Digjam ( ) Raymonds ( ) Vimal ( ) Grasim ( ) Mayur ( ) Dinesh
Q12) Customer preferences regarding Reid & Taylor outlet
MBA Dept, Marketing
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A detailed study on promotional activity of Reid & Taylor India Ltd ( )Yes ( )no
Q13) Customer service in Reid & Taylor showroom: ( ) Excilient ( ) Good ( ) average ( )Poor
Q14) If you have bought the Reid & Taylor material or fabric, list the factors that influence you to Purchase the product? ( ) Advertisement published in print media
( ) Advertisement in electronic media
( ) Product displayed on outdoor media
( ) Influenced by others wearing it
( ) Glow sign boards
MBA Dept, Marketing
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BIBLIOGRAPHY
1. Marketing managements (12th edition) Philip Kotler, Kevin lane Keller 2. http://newplans.net
3. http://www.indianchild.com /promotional activity

4. http://www.publishyourarticles.org/knowledge-hub/business-studies/promotion-mix 5. Hand book of marketing scales (2nd edition) William O. Bearden, Richard G.Netemeyer 6. Company journals and files and project reports. 7. www.google.com 8. www.skumars.net 9. www.domain-b.com 10. www.prdomai.com 11. www.magindia.com 12. www.thehindubusinessline.com 13. www.investingbusinessweek.com
MBA Dept, Marketing
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A detailed study on promotional activity of Reid & Taylor India Ltd

MBA Dept, Marketing

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Fig: Block Diagram Indian Textile Industry

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purchasers and buyers can postpone buying according to their convenience.

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