PROJECT REPORT

THE STUDY ON MARKETING PRACTICES OF

NAHAR INDUSTRIAL ENTERPRISES LTD.

SUBMITTED TO PUNJAB TEHNICAL UNIVERSITY IN PARTIAL

FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE

MASTER OF BUSINESS ADMINISTRATION

BY

KAMAL DEV

80906317024

SWAMI VIVEKANAND INSTITUTE OF ENGNEERING & TECHNOLOGY

SESSION (2008-2010)

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 Certificate by the Faculty Guide

GUIDE’S CERTIFICATE

This is to certify that Mr. /Ms. __________________bearing the Reg.

No. ____________ currently undergoing III Semester MBA in Swami
Vivekananda Institute of Engineering and Technology affiliated to
Punjab Technical University, Jalandhar has completed Industrial
Training at , NAHAR INDUSTRIAL ENTERPRISES LTD. and
carried out a project on “ THE STUDY ON MARKETING PRACTISES
OF NAHAR INDUSTRIES” Under my guidance and supervision and
the work done by his is original and outcome of his sincere efforts

Date: ---------- (PROJECT GUIDE)

Place---------- Ms.Parinita Malhotra

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 DECLARATION

This is to certify that I KAMAL DEV, the student of Swami Vivekanand Institute Of
Engineering & Technology , Ramnagar Banur, studying in Roll no.80906317024 has
undergone summer/industrial training in NAHAR INDUSTRIES ENTERPRISE LTD.
(NIEL), LALRU Unit processing 1.for seven weeks and have submitted a project /
industrial report on the title “The Study On Marketing Practices” as assigned by the
company for Master Of Business Administration (M.B.A), for partial fulfillment of to
Punjab Technical University, Jalandher..

I solemnly declared that the work done by me is original and no copy of it has been
submitted to any other Universities for award of any other degree/diploma/fellowship or
on similar title and topic.

Date:
Signature of student
Place:
KAMAL DEV

3
 PREFACE

For management career, it is important to develop managerial skills. In order to achieve

positive and concrete results, along with theoretical concepts, the exposure of real life
situation existing in corporate world is very much needed. To fulfill this need, this
practical training is required.

I took training in fast growing company NAHER INDUSTRIAL ENTERPRISES LTD

located in LALRU. It was my fortune to get training in a very healthy atmosphere. I got
ample opportunity to view the overall working of the company.

This report is the result of my seven weeks of summer training in NAHAR

INDUSTRIAL ENTERPRISES LTD, as a part of M.B.A. The subject of my report is-the
study on marketing practices
In the forthcoming pages, an attempt has been made to present a comprehensive report
covering different aspects of my training.

KAMAL DEV

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 AKNOWLEDGEMENT

Learning is a never ending proves. We learn during different stages of life. All my
learning during at NAHAR INDUSTRIAL ENTERPRISES LTD. (Nahar fabric
processing unit-2) would guide me ahead in my career.

Wish profound respect and gratitude, I take this opportunity convey my thanks to the
management of Nahar industrial enterprise limited specially MR.
MAHESH(MARKETING MANAGER & PROJECT INCHARGE) for giving me
the opportunity to complete the training here.

I am extremely grateful to all the management staff of NAHAR INDUSTRIAL

ENTERPRISE LIMITED & H.O.D.(Ms. PARINITA MALHOTRA) OF SWAMI
VIVEKANAND INSTITUTE OF ENGINEERING & TECHNOLOGY for their co-
operation & guidance, which have helped me a lot during the course of training. I have
learned a lot of working with them and I will be indented to them for this value addition
in me.

SPECIAL THANKS TO: ---

Ms. PARINITA MALHOTRA (PROJECT GUIDE)

Mr. MAHESH (MARKETING MANAGER)

They have been a constant source of inspection to me throughout the period of this
industrial training.

And all the faculty member of MANAGEMENT DEPARTMENT for their effort and
constant co-operation has been a significant factor in the accomplishment of my
industrial training.

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KAMAL DEV

EXECUTIVE SUMMARY

Aim of every business to earn profits. In this competitive world a business can earn profit
if it provides innovative services of better Quality at competitive prices. To stay in
competition one need to produce goods according to customer needs. To achieve success
in this competitive world an organization is required to introduce new technology so that
they can compete in the market. One needs to find out the prevailing prices & innovative
services, features so that it can attract the competitor’s customers. The Innovative
methods introduced should fulfill commitments, give advantage & easy to use to
customer otherwise it would be failed and would lead to losses because introduction of
any innovative method involves heavy cost.

NIEL (Nahar Industrial Enterprise Ltd.) is a most reputed manufacturing company in

Lalru. This manufacturing concern is not restricted to only the hometown but also
outside it. As the Marketing is the lifeblood of the business and that is the main aspect
that I have covered in my project. The future of any concern whether it is manufacturing
or service industry depends on its customers, Quality Products and after sale services
without adequate Market Research the company cannot reach to its peak. Marketing
Department and its functions Plays Important Role of any concerns. Conducting a Market
research, a company can come to know the performance of its products in the competitive
market and can able to control its futuristic strategies. Also company can come to know
the customer demands and latest trends pertaining in the market and Moreover by
conducting research a company can successfully launch its customer oriented products
and make improvements in its services. And that’s why my whole project study is related
to the lifeblood of the business i.e. “The study on marketing practices.”

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 TABLE OF CONTENTS

CHAPTER – 1

INTRODUCTION

CHAPTER – 2

RESEARCH METHODOLOGY
OBJECTIVE OF STUDY
SIGNIFICANCE OF THE STUDY

-
CHAPTER 3

ANALYSIS & INTERPRETATION

FINDINGS AND ANALYSIS
SWOT ANALYSIS OF THE COMPANY
LIMITATION OF THE STUDY
CHAPTER – 4

CONCLUSION
RECOMMENDATION
BIBLOGRAPHY
ANNEXURES

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INTRODUCTION

COMPANY
&
GROUP PROFILE

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 INTRODUCTION: ABOUT NIEL

Quality, Innovation and Diversification-these three words aptly sum up

the Nahar Group since 1949.The main thrust of the company is in textile field, targeted
for both local and global need and are desired to set ever rising quality standards in the
minds of quality conscious customers through innovative manufacturing and marketing
strategies.

Nahar Industrial Enterprises Ltd. is a unit Aimed to manufacture and process 100%
Cotton; Poly/Cotton blended shirting’s for high quality conscious overseas markets and
domestic leaders in garment sector. The Company is using updated technology in
weaving and processing from reputed companies like Clariant, Huntsman, DyStar,
Cognis, and Atul etc.

Processing is based on Eco friendly dyes and chemicals. The dyes and chemicals used are
azo free and conform to Oeko-Tex Standard.

Our Environmental policies are:

1. Prevent pollution through efficient use of resources, treatment and operational control.
2. Made continual improvement in our environmental performance by controlling
effluents, emissions and wastes.
3. Comply all applicable legislation and regulations on environment.

INTRODUCTION TO NAHAR GROUP

NAHAR GROUP, established in 1949 with Oswal Woolen Mills, Ludhiana, surges a
head in establish itself as a repudiated industrial conglomerate with a wide range from
spinning, knitting, fabrics, hosiery, garments, soaps, vegetable oil and sugar.

NAHAR GROUP OF COMPANIES INCLUDES:

Oswal Woolen Mills Limited.

Nahar Spinning Mills Limited.

Nahar Investment and Holding

Limited.

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 Nahar Industrial Enterprises Limited.

Export Markets

Argentina, Brazil, China, Columbia, Chile, Czech Republic, Israel, Lebanon, Lithuania,
Poland, Portugal, Peru and Turkey.

Awards

Nahar Group has been honored with prestigious National Export Award for outstanding
export performance and also, the Texprocil Trophy by the Textiles Export Promotion
council for outstanding export performance in yarn.

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 ISO-9002 Certification

Shirting’s involved the following processes:

How we make a roll of cotton fabric:

Growing

The cotton in our range of shirts is certified organic. We source raw certified organic
cotton and certified organic cotton yarns from India. All our fabrics are made in India.
Certified organic cotton is farmed without the use of pesticides, genetically modified seed
or synthetic fertilizers. The soil is built up over the years to retain moisture and fungus
enabling in our case the organic cotton to prosper on a dry land (non-irrigated) farm.

Ginning

Once the cotton is picked, the cotton is passed through a gin where the seeds and leaves
from the plants are separated from the cotton fiber. The gin is cleaned out of conventional
cotton fiber prior to our organic cotton being processed. The ginned organic cotton is
then packed into bales and an independent body for its quality tests each bale.

Spinning

The organic cotton lint is then transported to a spinning mill. The spinning mill is cleaned
out of conventional cotton and our organic cotton is spun into yarn. Our imported ring
spun and combed cotton certified organic cotton yarns are shipped.

Opening, Blending and Cleaning

Opening, blending and cleaning are the first operations at the spinning mill. A row of
bales is opened and blended to ensure a consistent and homogeneous blend. The fibers
are also cleaned to remove contaminants/ extraneous matter, such as leaf and bark.

Carding

Carding individualizes and aligns the fibers, and then condenses the fibers into a single
continuous strand of overlapping fibers called “sliver”. Short fibers and fiber
entanglements (referred to as neps) are removed during carding.

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Drawing

Drawing is the process where the fibers are blended and straightened. The drawing
process also improves the uniformity of the sliver. The number of drawing passages
utilized depends on the spinning system used and the end product.

Roving

In preparation for ring spinning, the sliver needs to be condensed into a finer strand,
known as a roving, before it can be spun into a yarn. The roving frame draws out the
sliver to a thickness of a few millimeters and inserts a small amount of twist to keep the
fibers together

Spinning

Open end spinning technology was introduced in the mid 1960 ‘s and there are currently
8 million spindles installed world wide and together with ring spinning account for over
95 % of short staple yarn produced world wide. Sliver is fed into the machine and
combed and individualized by the opening roller. The fibers are then deposited into the
rotor where air current and centrifugal force deposits them along the groove of the rotor
where they are evenly distributed. The fibers are twisted together by the spinning action
of the rotor, and the yarn is continuously drawn from the centre of the rotor. The resultant
yarn is cleared of any defects and wound onto packages. Rotor yarns are used in
numerous products such as denim, towels, blankets socks, t-shirts and pants.

Schematic diagrams extracted from Short Staple Manufacturing

The certified organic cotton yarn we import has been ring spun.

Knitting

Our single jersey fabric is knitted on a cylinder machine. The cylinder machine is a single
latch machine with a higher running speed and is capable of knitting a wider range of
structures.

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Weaving: - preparatory + loom

Yarn

Direct warping section warping

(Dyed yarn)

Sizing
(To provide strength)

Drawing
(Give warp to loom)

Loom

Fabric

Inspection

PROCESSING

PROCESSING:

Bleaching

We bleach our fabric through an oxidization process to remove impurities from the
fabric. We use the J-Box continuous bleaching system, which uses sodium chlorite
applied to the fabric at 3.9PH and temperature of 95-98%. This system of bleaching is the
most environmentally friendly bleaching method available and provides a stronger, softer
and whiter fabric.

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Dyeing

We use the Jet & wash exhaust-dyeing method whereby the fabric is treated with a
diluted solution of dye, gradually transferred to the material. This creates a colorfast
fabric that lasts. It is necessary to control the rate of dyeing by progressively adding dye
to the dye bath. By circulating the fabric through the dye bath, the fabric can be evenly
penetrated. Our Natural fabric is not penetrated with any dyes.

Finishing

Our organic cotton fabric is finished in open width form, sut open on a fabric sutting
machine and then passed through a stenter. The stenter dries and heats the fabric at 185
degrees C in a series of heating chambers. The overfeed action of the stenter removes the
processing tensions and produces a non-shrink fabric.

Storage

Finally our cotton fabric is packaged and transported. Here it awaits its transformation
into shirts or your own created design’s.

TEXTILE INDUSTRY IN INDIA

♣Industries have a major role to play in the economic development of

underdeveloped countries. Textile industry is the one of the oldest industries existing
till date although; initially this importance and significance roomed in Egyptian
Civilization
♣For the most of recorded history, mankind has relied I natural fabrics, particularly
cotton, linen, wool and silk for textile products. In addition, the technology of fabric
manufactures wail relatively simple.
♣In India also, the restive industry revolved around these natural fibers spun and
woven on handlooms. The production was mainly to cater to the parts. Gradually,
India mastered in the textile industry and its textile products gained famed worldwide.
It was only after industrial revolution in England, when machine substituted mend
and production started in large basis.
♣However, the demand could not grow up in the same proportion and India suffered
due to unbalance between demand and supply, thus ultimately resolution lower
prices. However with the advent of industrial revolution, the textile industry in India
begins to rise due to open government policies and import of technical know-how and
machinery.
♣During the past few decades, the textile industry has gone through a period of
unprecedented changes .The production of manmade fibers and their use in industry
has surpassed that of natural fibers. The twentieth century customer has choice among
linen, wool, rayon, silk, nylon, acrylic, polyester, etc. And also wide range of
different blended fibers.
♣Today, the textile industry applies scientific parameter to optimize production so as
to develop textile products to meet specific consumer needs and demands.

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 INDUSTRIAL PROFILE

The Indian textile industry is very large and diverse and has its roots going back several
thousand years. After the industrial revolution in Europe, this sector in India.

Also saw growth of an industrial complex. However, over the last 50 years the textile
industry in India has shown a chequered performance. Today the industry contributes
14% to industrial production in the country, is estimated to directly employ
approximately 35 million people apart from the indirect employment in allied sectors,
accounts for about 27% to the countries export, and is, in sum, an important economic
engine for the nation.

The government has, in the past, kept foreign on capital investment out of textile and
apparel manufacturing. It has gradually removed these restrictions, and has also brought
down import duties on capital equipment, creating grounds for foreign investors to set up
manufacturing plants competitively in India. In recent years, when India has started
becoming a global manufacturing base it can certainty provide a competitive base for
textile and apparel companies into which to invest.

However, during the last 10 years, the industry actions, government policies as well as
market events have began to converge, providing several growth opportunities for the
sector domestically as well as in the global market. As the MFA quota-regime draws to a
close, India presents many opportunities for buyers’ suppliers and investors to partner
with its textile industry, and to profit from the partnership.

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Nahar Industrial Enterprises Ltd.

Our Brand

Nahar Industrial Enterprises Limited (NIEL) is a vertically integrated textile

manufacturer, with operations ranging from spinning, weaving & processing to finished
ready-made garments. NIEL’s strategic objective is to capitalize on the growth
opportunities that it believes are available in the domestic and global textile industry. At
the same time the company recognizes the competitive nature of the industry, especially
with established pressure from Asia, and that to maintain growth it must continue to
improve production process and reduce costs.

The Journey

1983 Incorporated as Oswal Fats & Oils Limited.

1994 Name changed as Nahar Industrial Enterprises Limited.

1997 Merged Nahar Fabrics Limited (manufacturer of greige fabric).

2002 Merged Oswal Cotton Mills Limited (manufacturer of processed fabrics

and finished garments).

2004 Launched apparel brand “Cotton County.”

2005 Merged Nahar International Limited (manufacturer of yarn) & Nahar sugar

& Allied Industries Limited (manufacturer of Sugar & steel).

Customers

NIEL’s client base is extremely diverse with no one customer

accounting
For more than 5% of total revenues.
Approved fabric vendors for global brands such as THE GAP,
TOMMY HILFIGER
MARKS & SPENCER and domestic brands such as Color plus
ALLEN SOLLY and LOUIS PHILLIP

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 MISSION STATEMENT

To grow company by providing innovative, strong and high performance products and
solutions to meet global customer’s needs. Nahar Group will support world class
products by providing superior customer care. Nahar’s care extends to the environment
and the community.

 What is customer?
• A customer is our Paymaster
• A customer is the most important person in the company, whether we meet him in
person, he writes or telephones us.
• A customer is not independent on us……..We are dependent upon him for our
living.
• A customer is not an interruption to our work……He is the purpose of it. He is
doing us a flavor by giving us an opportunity to serve him.
• A customer is not someone with whom to argue or match our wits….. No one
ever won an argument with a customer.
• A customer is a person who comes to us because he needs certain goods or
services. It is our job to provide them in a way profitable to him and ourselves.
• A customer is not a cold statistic. He is flesh and blood human being with
emotions and prejudices like our own.
• Without the customer there is no business.

 Why Customer is important for us?

• Because our salary is paid by the customer
• Because customer is the reason for our existence
• Because if there are no customers, the organization will cease to exit.
• Because ultimately we all are serving the customers, whether directly or
indirectly.
Always Remember
• You are serving the customer directly since are based at a Nahar group dealership.
• You are the person who has an opportunity to be in contact with the customer
throughout the textile life.
• For a customer you are a representative of “Nahar Group”.
• When you present yourself to the customer, you present an image of “Nahar
Group”
• You are a brand ambassador of “Nahar Group”.
• You are there to provide solutions to the customer’s problems.
What do Customers want?

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 Customers are human beings like us. Human beings have emotions. The emotional
needs of the customers have to be satisfied during any interaction or transaction.

Every Customer Wants-

• To feel “ In Charge”
Customers want to feel they are in control of a situation when they are dealing
with you. They need to feel that that they are not being manipulated, that they are
getting to where they want to get.
• Respect
Everybody wants to feel good about themselves. They like to feel that they have
done the right thing, and you should reinforce this view of themselves.
• Fairness
People do not necessarily expect special treatment, but they do expect to be
treated as well as everyone else. Nobody likes to feel that they have been taken
advantages of in anyway.
• Friendliness
Customers want to feel good about those they have dealings with. They want to
have confidence in them, and to be made to feel welcome.
• Knowledge
Customers want to know what is happening so that they can make of what is
going on. They will respect your expertise, but will not want to treat as idiots.
• Confidence
Customers need to feel that the people and organizations they deal with are
trustworthy and will keep their promises.

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 QUALITY POLICY

“We are committed o produce as per customer’s requirements by using specified yarn,
continuous improvement in process and optimum realization at all stages”.

“We shall achieve this by”

N – Need fulfillment of customers.

A – Adherence of standard norms.

H – Human resource development through training.

A – Adoption of latest technology.

R – Responding fastest to customer’s queries.

F – Flexibility in product mix.

A – Application of environment friendly technology.

B – Bringing sense of belongingness.

R – Reduction in rejects and wastes.

I – Innovation in process.

C – Continuous vendor development.

S – Striving to minimize non-conforming product.

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 BOARD OF DIRECTORS

 Mr. J. L. Oswal Chairman

 Mr. Kamal Oswal DIRECTOR

 Mr. Dinesh Oswal V.C &M.D

 Mr. Sandeep jain Director

 Mrs. Ruchika Oswal Exec. Director

 Mr. Bharat Bhushan Gupta Director

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 .Introduction to various departments:

The various departments are:

 Personnel department

 Quality assurance department

 Folding & packing department

 Production planning & control

 Commercial department

 Electronic department processing department (SAP).

 Costing department

 Accounts & finance department

 Disaster management

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 PERSONNEL DEPARTMENT:

An organization is run by the people working in it. It is one of the important inputs
required by the organization because the output is the result of the inputs. Nahar has a
expertise team of technical man power makes it more efficient and productive.
The hierarchy in NIEL is as follows:

Vice chairman

General Manager

Head of departments

Head of sections

Executives, officers, MT’s

Operational

The personnel department takes care of the men aspect i.e. the human resource for the
organization. It performs the task of an interface between the management and the
employees. This involves communication from the employee’s side to the higher
management and vice-versa.

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Functions of personnel department:

 Orientation, induction and training

 Training program for existing employees
 Addressing employee queries
 Disciplinary action
 Bonus, gratuity and provident fund matters
 Employee welfare and insurance
 Policy making and rules pertaining to manage the organization
 Managing employee leaves and other policies

Ψ QUALITY ASSURANCE/FOLDING AND PACKING DEPARTMENT:

Quality assurance is one of the important departments of the greigh unit. it keeps a check
on the quality of the fabric and provides a feed back and forecast to each department and
tracks the quality of the product. The quality assurance department has divided the work
in the following manner.
Quality while procurement:

The QA department keeps a special track on the quality of the raw materials mostly yarns
and chemicals because these are the basic inputs to be further processed thus the quality
of the finished product depends very much on the quality of the raw material used.
Quality in production:

The QA department also tracks the quality of the product during the production and
provides feedback to the previous department and forecast for the next department.

Forecast
Forecast
Sizing
Looms
Warping

Feedback
Feedback

Quality in final product:

Quality of the final product is utmost important and QA department make sure that a
check on quality is made and thus a standard of quality is maintained thus proper
inspection and grading system is followed by the department to provide quality
product in the market. as quality plays important role building the market for the
product and the company.

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 FOLDING DEPARTMENT:

The processed fabric is forwarded to the folding department and the basic functions of the
departments are as follows:

 Inspection
 Grading
 Grouping

 Storage (in folding department)

 Waiting for approval
 Waiting for packing

Packing
 Sampling

Flow of the material in folding department:

Inspection machines Approval racks

Packing racks

Go down Packing machine

Folding departments and its follow ups:

 Approval of the fabric

 Lab dip submission
 Alternatives offered to the buyer
 Sample approved – made into bulk
 When material is ready (grouping folder sent to buyer for approval)
 All the groups approved by the buyer are sent for packing
 After packing the material would be dispatched on receipt of dispatch advice by the
commercial department.

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 RESEARCH METHODOLOGY

Research is an art of scientific investigation. It is basically a careful investigation for

search of new facts in any branch of knowledge.

 Research Design: A research design is the arrangement of conditions for

collection and analysis of data in manner that aims to combine relevance to the
research purpose with economy in procedure. It is a framework, which determines
the course of action towards the collection and analysis of required data. It may be
described as the conceptual structure with in which the research is conducted. I
have adopted descriptive research as well as exploratory design for analysis of
data.
 Time Schedule: The collection of data was during the period of June 2009 to
August 2009.

 Data Collection: Data Collection can be broadly classified into two categories:

 Primary Data: Primary Data are those collected a fresh and for first time
and thus happen to be original in character important primary data are:
o Interview
o Questionnaire
 Secondary Data: Secondary Data are those which have already been
collected and which have already been passed through the statistical process,
secondary data can be collected from :
o Books
o Annual Reports of the Company
o Websites

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  Sample Design :
 Sample Unit: Individual
 Sample Size : 30 Individual
 Sampling Technique : Non Probabilistic Sampling (Convenient
Sampling)
 Sample Area: Ludhiana.

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 OBJECTIVE OF THE STUDY

1. To study about the Marketing Process of the company.

2. To study distribution channel of the company..

3. To study the customer satisfaction.

4. To know the performance of Nahar’s shirting and position in the market as

compared to other mills.

27
 SIGNIFICANCE OF THE PROJECT:

 With the help of this project, company will come to know the performance or
their shirting’s in different market.
 The company will come to know the percentage of their valuable customers.
 It tells that in which areas, the company needs improvement.
 Customer’s valuable suggestions will help a lot in the continuous improvement in
the problem areas.
 It tells the customers taste and preference of the fabrics.
 It tells the latest trends and demand of the customers.
 It tells the various strategies used by different mills to promote their fabrics.
 It tells the customers perception about the products of the company.
 It tells the complaints regarding the fabric with their sort no’s.
 The conclusion and suggestion helps the company to divert their strategies and
focus on the key areas.
 The company will come to know their market share of different products of
shirting (yarn, piece and print dyed shirting)

28
 MEANING OF MARKETING
Marketing deals with identifying & meeting human & social needs. One of the shortest
definitions of marketing is “meeting needs profitably”.
According To the American Marketing Association, Marketing is an org. function &
a set of processes creating communicating & delivering value to customers & for
managing customer relationship in ways that benefit the org. & stakeholders.

MARKETING MANAGEMENT as the art & science of choosing target market and
getting, keeping & growing customers through creating, delivering & communicating
superior customer value.

INTRODUCTION TO MARKETING
PRACTICES
Marketing is everywhere. Formally or informally, people & organization engage in a vast
number of activities that could be called marketing. Good marketing has become an
increasingly vital ingredient for business success. And marketing profoundly affect our
day to day lives. It is embedded in everything we do- from the clothes we wear, to the
web sites we on, to the ads we see:

Marketing Management is the leading marketing text because its content & organization
consistently reflect changes in marketing theory and practice. The very first edition of
marketing Management, published in 1967, introduced the concept that companies must
be customer & market driven. But there was little mention of what have now become
fundamental topics such as segmentation, targeting, & positioning. Concepts such as
brand equity, customer value analysis database marketing & e-commerce, value network
& hybrid channel & integrated marketing were not even part of the marketing vocabulary
then. Firms now sell goods & services through a variety of direct & indirect channels.
Mass advertising is not nearly as effective as it was. Companies are exploring new forms
of communication, such as experimental, entertainment, & viral marketing. Customer are
increasingly telling companies what types of product or services they want & when,
where & how they want to buy them.

29
In response, companies have shifted gears from managing product portfolios to managing
customers portfolios, compiling database on individual customers so they can understand
them better & construct individualized offerings & message. They are improving their
methods of measuring customer profitability & customer lifetime value. They are intent
on measuring the return on their marketing investment & its impact on shareholders
value. They are also concern with ethical & social implication of their marketing
decision.

Good marketing is no accident, but a result of careful & execution. Marketing

Practices are continually being refined & reformed in virtually all industries to increase
the chances of success. But marketing excellence is rare & difficult to achieve.
Marketing is both an “art” and “science” – there is constant tension between the
formulated side of marketing & the creative side. it is easier to learn the formulated side,
which will occupy most of our attention in the book. But we will also describe how real
creativity & passion operate in many companies.

Marketing Planning
The Marketing Process Company has a full suite of consulting offers and marketing
software. From initial market mapping, through market segmentation to the delivery of
marketing plans, the company can assist clients in improving all aspects of their strategic
marketing planning.

Key Account Management

Understanding the nature of the different relationships between a business and its
customers and developing appropriate strategies is vital. The Marketing Process
Company has developed a unique software tool for Key Account selection; this tool and
supporting consultancy enables effective management of the 20% of a business's clients
that typically contribute to 80% of its profits.

The Marketing Process Company

The Marketing Process Company is a management consulting company specializing in
marketing strategy development and business process change. The Marketing Process
Company's consultants have assisted a wide range of client firms around the world in
becoming market-led, customer-driven organizations. The company aims to deliver
enhanced business profitability through improved marketing strategy and marketing plan
development. The company's processes, systems and software are robust, tried and tested
in the real world, delivering real and ongoing benefits to clients.

The Marketing Process Company's consulting processes and unique marketing software
tools have been developed in conjunction with Emeritus Professor Malcolm McDonald,
former Professor of Marketing and Deputy Director Cranfield School of Management.

30
 TRENDS IN MARKETING PRACTICES
Some important changing in the marketing macro environment, such as globalization,
deregulation, technological advances, customer empowerment, & market fragmentation.
In response to this rapidly changing environment, companies have restructured their
business & marketing practices in some of the following ways:

 Reengineering. Appointing teams to manage customer- value-building

process & break down walls between departments.
 Outsourcing. Greater willingness to buy more goods & service from
outside domestic or foreign vendors.
 Benchmarking. Studying “best practices companies” to improve
performance.
 Supplier partnering. Increased partner with fewer but better value-
adding suppliers.
 Customer partnering. Working more closely with customers to add
value to their operations.
 Merging. Acquiring or merging with firms in the same or complementary
industry to gain economics of scale & scope.
 Globalizing. Increased efforts to “think global” & “act local”.
 Flattening. Reducing the number of organizations level to get closer to the
customer.
 Focusing. Determining the most profitable business & customers & focusing
on them.
 Accelerating. Designing the organization & setting up processes to respond
more quickly to changes in the environment.
 Empowering. Encouraging & empowering personnel to produce more ideas
& take more initiative.
The role of marketing in the organization is also changing. Traditionally the marketers
have played the role of middlemen, charged with understanding customer needs &
transmitting the voice of customer to various functional areas in the organization. In a
networked enterprise, every functional area can interact directly with customer.
Marketing no longer has sole ownership of customer interactions; rather, marketing needs
to integrate all the customer- facing processes so that customer see a single face & hear a
single voice when they interact with the firm.

31
MARKETING PRACTICES
ENQUIRY

ANALYSIS BY PPC

SAMPLE

BULK ORDER

PRESHIPMENT SAMPLE

DISPATCH

PAYMENT

CUSTOMER COMPLAINT
CCOMPLAINTS 32
 SETTLEMENT
HANDLINGHANDLINGC

ORDER CLOSED
OESETTLEMENTORHAN

1. ENQUIRY:
Firstly customer contacts with the marketing department and inform the marketing
department about their requirements. Customer give the full description about the
requirements like what kind, size of fabric they need. If Customer has any specific
requirement then they give cutting piece of the fabric as a sample to the marketing
department according to that piece, marketing department take the decision regarding
order.
For further any type of enquiries customer make contact with the marketing department
by phone, face to face, or by mail etc.

2. ANALYSIS
The second step of marketing process is to be analyses the customer enquiries by the
marketing department. Marketing department contact with PPC department to check the
requirement of the customer according to their specification. If possible, then the third
process is take place.

In the operation of the PPC, there are three parties involved: firstly the marketing
department, the PPC itself and thirdly all the departments of the production .the
marketing department informs the PPC about the orders and accordingly PPC make the
production planning for every department and thus the production in each department is
controlled by the PPC.PPC is the only coordinator between the marketing department and
various production departments. Thus the system is centralized and this helps to avoid
any kind of confusions. And thus, efficient and effective production takes place.

33
 Finishing department
Bleaching department Dyeing department

Loom planning
Folding department

PPC

Marketing department

Functions of PPC:

 PPC advise delivery lead times to the marketing department

 Lab – dip approvals, new sample developments, fabric status test reports are all
routed through PPC.

 Handling customers complaint and providing them with solutions are the major
areas of concentration/ operations.

 Thus PPC is the spokes person of the plant to the marketing department and vice-
versa.

3. SAMPLE:
If the requirements are possible, then PPC will accept the sample according to the
customer requirement & specification. If not possible, then it will be rejected.

34
4. BULK ORDER:
After getting approval from the customer, PPC department will give the instruction to the
production dept to produce the order in large quantity with in specified time and
schedule.

5. PRESHIPMENT SAMPLE:
After producing the order in large quantity PPC department call the customer to check the
order before dispatch. If customer found any problem with the order, they ask for the
solution. If they satisfied with the order then order is ready for dispatch.

6. DISPATCH:
After the Preshipment sample, finally dispatch the fabric in the large quantity to the
customer by the commercial dept.
DISPATCH

DOMESTIC EXPORT
(AGAINST LC & AGAINST TT)
(TT- TELEGRAFIC TRANSFER OF FUNDS)

COMERCIAL DEPARTMANT
The commercial department primarily deals purchase and sales dispatch
pertaining to both the domestic and export market. Once the fabric ready after
the execution of the sales order, the commercial department’s needs to send a
dispatch advice, which would contain the following details:

 Quality of the fabric

 Party name
 Grade
 Price
 Transport

35
Payments:

The payment system as followed by the department is either through:

Cheque on delivery (COD): with a code no. This helps in early

realization of payments. under this system the cheque is collected from the party,
by the transporter, when the goods are delivered to the buyer. This system takes
the longer time for the payment to be realized. To resolve this tie up has been
made with the ICICI bank branch

Draft on delivery (DOD): under this system the payment collection

procedure remains the same but the payment is in the form of a draft and it is
sent with the transporter after the delivery of the fabric.

COMMERCIAL

DISPATCH LOGISTSIC
(ACCOUNTS)

MOVEMENT OF MATERIAL

MODE OF MOVEMENT OF MATERIAL

(BY TRAIN, AIR ETC.)

DOCUMENTATION

36
TERMS OF DISPATCH OF MATERIAL (FROM D.A)

30 DAYS PDC (POST DATED CHEQUE)

AGAINST DACC (DELIVERY AGAINST COSIGNMENT COPY)

AGAINST COD (CHEQUE OR DD)

AGAINST LC (LETTER OF CREDIT)

7. PAYMENT:
Dispatch the order by the commercial department to the customer. Customer makes the
payment to the accounts dept. and accounts dept after receiving the payment from the
customers; they close the account of the customer.

8. CUSTOMER COMPLAINTS:
If customer found any type of problem regarding fabric, they contact with marketing
department and make aware them about their problem which they are facing by using the
fabric. Marketing department note down their complaint and further processing begins.

9. COMPLAINTS HANDLING:
If any type of complaints find out between the company & the customers If. Then
handling committee handles the situation. Company will find out the problem & check
the quality of the fabric in R & D DEPARTMENT. In R & D, check & maintain quality
assurance and the quality control.

10. SETTLEMENT:
Finally the marketing department will be settling down the disputes by giving proper
quality of the fabric.

11. ORDER CLOSED:

The last step of marketing department is to be finally closed the order.

37
DISTRIBUTION CHANNEL OF THE NAHAR
COMPANY:
The marketers use the distribution channel to display, sell, or deliver the physical
products or services to the buyers or users i.e. customers. They include distributors,
wholesalers, retailers, and agents.

DISTRIBUTION FROM:
1. Marketing to Dealers i.e. Traders.
2. Marketing to Brands like Garments.
3. Marketing to Agent to Dealer.
4. Marketing to Agent to Brand.

MARKETING

Dealers AGENT Brand

(Traders) (Garments)

Dealer Brand

38
 How to Create a Market Survey

Market survey is a collection of data and information from a sample of customers and
potential customers. The data and information are analyzed and inferences made about
the population at large. Developing a well-designed market survey questionnaire will
ensure that you get the information you need about your target market. These surveys
can be conducted in writing, in person, via e-mail or over the phone.

Step 1:

Develop a standard set of questions. Ask potential customers what they like/dislike
about your product or service. Ask them if they would buy the product or service. Ask
them about their buying habits.

Step2

Create a simple form. Use multiple-choice or yes/no questions. Have respondents

answer the questions in the same order.

Step3

Make your written survey easy to read. Double- or triple-space the text. Use broad,
white margins on the top, bottom and sides of the document. Keep it simple by sticking
with black ink on white paper.

Step4

Identify who should fill out your survey. Figure out the demographic you want to
target. You can buy mailing lists from market-research companies.

Step5

Give your respondents time to answer. Don't rush them or answer questions for them.

39
SURVEY PERFORMANCE OF NAHAR’S
SHIRTING IN LUDHIANA MARKET

40
 ANALYSIS AND INTERPRETATION

Questionnaire analysis:

NAHAR Customers
 Motive: To know the percentage of the customers of Nahar’s shirting.

1. Are you a customer of Nahar’s fabric?

Table:
No. Of customers
Rating Percentage
Yes 20 66%

No 10 33%

Yes, 66%
20
18
16
14
12 No, 33%
No. Of customers
10
Percentage
8
6
4
2
0
Yes No

Interpretation:

41
  It was very interesting to see that large no. of dealers are purchasing goods from
Nahar fabrics.it is clear from the the figures that 66% of the total dealers surveyed
were drawing their fabrics from Nahar mill.

Comments:

 This is a very positive sign and much more advantage can be taken.Nahar can
conquour the whole market of ludhiana with its fabric by switching the gap
between the dealer and the company

Factors:

 Motive: This is to know the factors, which influences the purchase power of the
customer.

2. What in your view, influence of the following in making a purchase decision (can reply
more than one option)?
Table:

Options No. Of customers Percentage%

Price 8 27%

Recommendation 4 13%

Mode of payment 1 3%

Relationship 5 17%

Demand 6 20%

Variety 2 7%

Quality 4 13%

42
 Price
13%
27% Recommendation
7%
Mode of Payment
Relationship

20% Demand
13% Variety
17% 3%
Quality

Interpretation:
 The price is one of the key factors that influence the dealers to make a buy
decision.
 It is seen that the demand for fabric of Nahar is more that makes the dealers to
keep the stock of Nahar fabric.

Comments:
 Relationship should be given more priority because after Price factor, the third
highest %age level is the relationship factor.

43
 Rating:
 Motive:To know the quality of the shirting of Nahar.

3. What from your point of view Nahar’s shirting fabric is?

Table:

Rating No. Of customers Percentage

Excellent 8 27%

Good 10 33%

Very good 7 23%

Average 5 17%

17%
27%
Excellent
Good
Very good
23%
Average

33%

Interpretation:

 The data interprets that the quality of Nahar mill is good is has the maximum no.
Of %age level. About 33% customers, agrees that quality of Nahar is good.
 23% dealers say that the Nahar shirting is very good.

Value:

 Motive: This question was asked in order to know that how much value and
preference is given to the nahar’s product.

44
4. If you have an option to replace the Nahar fabric, which one you would prefer?

Comparison:

 Motive: This was asked to compare the views of the customers on different mills.

Options No of customers
Same brand 15

Other brand 10

Not sure 5

45
 No of customers

17%

Same brand
50% Other brand
Not sure
33%

Interpretation:

 More over people perception for Nahar is clear from the fact that 50% of the
dealers do not want to change the their brands.
 Only 33% of the dealers would like to replace Nahar shirting with some other
brands.

5. From your point of view, whose shirting is no. 1 in the market?

Table:`

Mills No. Of customers

Nahar 14
Vardhman 9
Alok 3
Bombay looms 3
Nandan 1

46
 10% 3%

10% Nahar
47% Vardhman
Alok
Bombay looms
Nandan
30%

Interpretation:
 47% of the dealers say that Nahar is no. one fabric as compared to other mills.
 Than second highest %age level is the vardhman i.e. about 30%.

Comments:
 Vardhman is supposed to be the competitor of Nahar mill.
 Alok is the second best seller of its products in Ludhiana market.

Preferences:
 Motive: It was to know the preference of the dealers and satisfaction level under
extreme conditions.

6.If you want to buy Nahar shirting and if the stock is not available. What would you
prefer? Tick any option.
Table:

Preferences No. Of customers Percentage%

Look into market 10 33%

Buy other brand 13 43%

Wait for the stock to come 5 17%

Do not purchase at all 2 7%

47
 7%
17% 33%
Look into market
Buy other brand
Wait for the stock to come
Do not purchase at all

43%

Interpretation:

 About 33% of the dealers would like to look into the market
 And only 43% of the total customers surveyed says that they would like to change
the brand instead of waiting.

Comments:

 It is analysed that company should deliver its products on time without much
delay in order to satisfy the customers and to maintain its position in market

Order time:

 Motive: This was to know the dealers order time and schedule of their ordering of
products from Nahar.

7. How much time it takes to place you another order of shirting’s of Nahar?
Table:

No. Of days No. Of customers Percentage

1-15 days 10 33%
15-30 days 11 37%
30-45 days 9 30%

48
 30% 33%

1-15 days
Order Time 15-30 days
30-45 days

37%

Interpretation:

 Most of the dealers place their order of the products with in15-30 days & its %age
is 37..
 And about 30% of the dealers order the products with in 30–45days.

Comments:
.
 Large no. Of dealers complaint of the delay in the delivery of the products that is
affecting their business a lot.
 It threats company’s image and reputation.

Prices:

 Motive: This was to know that whether the prices of Nahar fabric are higher or
less as compare to other mills.

8. From your point of view, the prices of shirting of Nahar with respect to other mills are?

Table:

Options No. Of customers Percentage

Average 8 27%
Less 16 53%
High 6 20%

49
 No. Of customers

High Average
20% 27%
Average
Less
High

Less
53%

Interpretation:

 Despite of a good response to the fabric, many dealers around 53% feels that the
prices of Nahar mill are much lower as compared to the other mill prices.

Comments:

 Much effort should be done on the pricing area.

 Pricing strategy should be based on the prices of its competitor.

Regarding fabric complaints:

 Motive: This was to know about the complaints received by Nahar customers.

9. Have you received a complaint from customer regarding Nahar fabric shirting?

Table:

Option No. Of customers

Yes 12
No 18

50
 40%

Fabric Complaint Yes

No

60%

Interpretation:

 Few customers receive complaints about the fabric of Nahar.

Customer buying decision:

 Motive: This was to know the Nahar position in the customers mind and
perception about the quality of the Nahar fabric
10. What was customer Buying decision, when you receive a complaint about Fabric
Shirting?
Table:

Category No. Of customers Percentage

Definitely buy 10 33%
Probably buy 7 23%
Not sure 5 17%
Probably not buy 6 20%
Definitely Not buy 2 22%

51
 7%
20% 33% Definitely buy
Probably buy
Not sure
Probably not buy
17% Definitely Not buy
23%

Interpretation:

 The good thing is that large no. customers i.e.33% definitely want to the fabric
from Nahar
 It is interpreted that Nahar is having a good hold on the nerves on the customers
mind and finds a good and healthy position in the market.

Comments:

 Every effort should be done to remove the complaints

 Motive: This was asked to know the reason to the complaints received by its
customers.

11. Reasons for the complaint?

 Shade variation: Large no of dealers complain that they find shade variation in
some of the sort numbers.

 Commitment problem: most of the dealers say that they find commitment
problem from the department. The departments do not withstand its decision done
at the time of orders.

52
  Transportation problem: many dealers face the transportation problem as they are
getting the deliveries on the right time. This is affecting their business and also
ruining the company’s image.

 Less quality in compact quality products: some dealers find that they have found
less quality in the compact quality products, which was never found earlier.

 Color variation: color variation is also major arising problem founds occasionally.

 Feed back problem: feed is one of the main problems highlighted by large no of
dealers. They say that there is no or little listening on the complaints shown to the
company’s representatives. And nothing is being done from the part of the
company.

 Communication gap: The dealer says that they do not get the right information on
time regarding the delivery of products and moreover new samples are not shown
to them regularly. Company do not inform them about any change occurred in the
sort numbers and change in any policy which directly affecting them.

 After wash effect: some dealers found that the fabric gives dull effect after
washing.

Perception and position:

 Motive: This was asked to know about the position of Nahar products and
perception of the customers about the quality of the products of shirting.

12. What makes Nahar shirting a good brand? (From your point of view)

 Good quality of value added products.

 Shrinkage is very less i.e. about 0.03%
 Variety

53
 SWOT ANALYSIS OF THE COMPANY:-
S: strength
 Machinery is good
 Latest technology is using
 Capacity of the plant for expansion
 Producing highly qualitative fabric
 Good employee–employer relationship
 Totally computerized
 Efficient management

W: weakness
 Lacking behind in solving dealer’s problems
 Lacking behind in promotion sector
 Lacking in reducing prices of its commodities
 Lacking in fulfilling commitments
 Lacking in changing policies favorable and convenient for customers
 Lacking in approaching and sustaining its customers

O: opportunities
 Work force is talented
 Benchmark its competitors
 Loyal dealers in Ludhiana market
 Advertising of fabric can bring a change
 Shrinkage factor i.e. only .003% can be promoted and considered as an asset.
 Quality of value added is excellent and must need promotion.
 Loyal dealers should be given technical knowledge for promotion.

T: threats
 Increasing competition
 Government policies
 Pricing strategies followed by its competitors
 Low quality fabrics

54
RESULTS
AND
FINDINGS

55
 Results and Finding:
As the quality produced by the NIEL is excellent and large numbers of dealers are
accepting the fact that Nahar is a good brand. Moreover many new dealers have shown
their keen interest in starting their business with Nahar fabrics. Moreover many dealers
want to take initiative for promoting Nahar’s fabric. Some sort no are in great demand but
production has been stopped. Though Nahar is a big brand of competitive market and
known for its quality, still it is lacking in some areas, which needs improvement. We can
say that overall performance of the fabric has its two folds.
After overall analysis of the company’s product, various aspects came into picture, which
is explained below in detailed manner:

 Quality: Today the main requirement for any company is its quality products. As quality
may influence the purchasing decision of any customer. The company is providing
excellent quality in value added products but corsor counts and compact quality fabrics
are receiving some problems like weaving defects, shade variation etc which should be
improved as soon as possible because there is a large segment that buys compact quality
fabric. As Arvind and Alok is providing good quality fabric to its customers on same
price.

 Prices: Large number of dealers is complaining that the price ofNahar’s fabric is
very high. And some dealers are saying that though they are paying high
prices to their products still they are not getting the sufficient quality,
which is being provided by the other mills on comparative fewer prices.
E.g. is arvind and vardhman mill. This is the reason because of which
these mills are dominating in the market.

 Technical suggestions: There are some loyal dealers of Nahar fabric but they are
not aware of the technical specifications of the fabric. They don’t even
know about the good factors of the fabric. Some of them even don’t know
the differences of the segments of shirting product e.g. they don’t know
the difference between the yarn dyed and piece dyed shirting.

The company should organize orientation programs for these dealers to

interact with the company’s policies and should be given technical knowledge about the
fabric they are purchasing. These dealers can promote the fabric if they know the good
thing about the fabric.
Moreover, some dealers are complaining that their suggestions are not followed in
practical.

56
 Transportation problem: There is also transport problem in large no. Of the
cases. Best timing of the mill is very important aspect from the Dealers point of
view. According to some Dealers Arvind is Best in all factors. They are saying
Arvind is best in their commitment. It provides the deliveries on time. It make
good image of the company in the market. This transportation problem may
become opportunity for other mill. This should be improved as early as
possible.

 Advertisement and promotion: There must be proper advertising of the mill so

that it makes the good image in the heart of its customers. There must be sound
advertising of the products. Raymond is one the best example. NAHAR should
advertise its mill.

 Communication gap: There must be fast communication between the

Dealers and Company’s representatives so that can information can be
conveyed easily and early when required. Improving communication gap will
increase the trust of the dealer. According to one of the Dealer, Arvind and
Chiripal have a good communication with them, which make them loyal for
the mill. According to one Dealer point of view, right information at right
time helps them in reviewing and making decisions.

 Balancing factors: The price and quality combined together must be analyzed
accurately so that other competitors of Nahar mills should not dominate
because of prices. As from the Results, it reveals that Price and Quality are
the most important and vital tools, which affect the Buying decision of
customers as well as Dealers. If a company has a good combination of
quality and price, then it makes a big difference.

 Variety: Customer demands variety in the fabric to choose. Variety is the

other most important factor, which affects the customers in buying decision.
Some dealers do their business on the bases of the samples. Keeping this
segment in mind, the company should introduce latest trends and more
varieties in their products.

 Initiatives: The loyal dealers want to take initiatives to promote the

fabric. Mr. Raju from DC traders, Ludhiana wants to give their valuable
suggestions for the company. They want to promote some sort no. like
3232 in shirting and 2016 from suiting. They also want more development
and promotion in quality.

 Feedback: the company must have proper feedback channel and their
must be listening to the complaints the dealers and every effort must be
done to remove the disparities.

57
 SUGGESTIONS

Suggestions:

 Marketing Department need Diversification: Task done by the department is only

of providing service of receiving and disseminating information. No work as such
of promotional activities which are very part & parcel of marketing to be done is
done here. So they do no task of interacting with customers or providing them with
knowledge about the product.

 Orientation programs: The Company should prepare a chart of its loyal customers
and must organize orientation programs time to time where the customers should
come to know of the technical specifications of the fabrics, latest technology used
by the company, interactive sessions should be included, face to face talk with the
higher authorities. They should be given knowledge of fabric qualities and
encourage them to promote their fabric on their own end. Benefits must be given to
those dealers who will recommend Nahar’s products to other dealers. These steps
will help to increase the trust of the customers towards company.

 Awareness of the products: Large number of dealers in Delhi market is not aware
of the fact that what the company’s product line is. It was strange that some dealers
were not aware of the fact that company is manufacturer of cotton shirting’s and
Cotton County is the brand of Nahar fabrics. Instead, they were only aware that it
is producing only greige fabric. Regular surveys must be conducted to make
dealers aware of Nahar’s products.

 Esteemed customers: The Company should prepare a chart of those customers who
regular customers of Nahar and draws more than 50,000 mtrs of fabric per month
and good interactive dealing must be provided to them. Regular schemes must be
launched for them and every necessary information must be given to them.

 Prices: The prices of the fabric must be less and price strategy must be based on
the competition factor. The quality should be same. This can be achieved by
reducing the overall expenses of the company and every effort must be done in this
area.

 Establishing public relation department: The marketing persons are busy in

fulfilling their monthly targets. The complaints of the dealers puts extra burden on

58
 them, which enhances their performance in the sales field. There must be
independent public Relation department whose work must be to maintain good
relations with the dealers and captures the feedback records and this department
must assign duties to inform the dealers about the dispatch no. and order no. to the
dealers and information regarding the delivery of goods. This department must
attend complaints and this
Department must handle promotion activities of fabric only. This department must
conduct surveys. All the orientation programs must be organized by this deptt.

 Daily base contact: The marketers must contact the dealers on daily bases.

 Decentralized system: The Company must introduced decentralized system so

that the decision process should be quick and fast. There must be given some
decision powers to the marketing department on their work.

 Benchmark: The Company should benchmark it strategies with the

competitors at regular interval of time.

59
LIMITATION OF THE STUDY:-

 To expose the facts and the true picture of the competitive market from the
dealers was a big challenge.

 Some dealers were too busy to respond to our questions in the mean

 To know the hidden information from the dealers was a big challenge

 The size of the sample is small due to shortage of the time & resources.

60
 CONCLUSION
“Success is achieved by those who try where there is
nothing to loose by trying and a great deal to gain if
successful, by all means try.”
-W. Clement Stone
The study has its own importance in its own way. With the help of this study one can
know about the struggle and success of NIEL.NIEL has very efficient management, and
due to their efforts goals has been achieved very efficiently.
As company is having a very good reputation in the market but then also there are some
areas that needs constant improvement so that the company could perform much better
than its competitor in the highly competitive market. The overall performance of the
fabric is good in the areas of quality and finishing of the fabric.
This market survey conducted will definitely increase the morale of each employee and
by studying this, managers would come to know that what effective measures can be
taken to maintain the image of the organization in the highly competitive market and thus
to achieve goals of the organization.
This survey has proposed various suggestions for the improvement in some areas. More
over the value able suggestions and views given by the dealers at the end of each survey
part would definitely help the managers to understand better before introducing any
strategy.
This survey is based on actual interview done with the different dealers of Ludhiana
market. In the end of the survey part, there proposed some suggestions to improve the
marketing process and proposed some suggestions on the areas where the company is far
away from its big competitors.

61
In the end I would like to say that I would consider myself very honored, if at least a
single one suggestion would be implemented actually, given in the project.

BIBLIOGRAPHY

BOOKS PREFERRED:-

• Kotller Phillip- “Marketing Management”

• C.R Kothari-. “ Research Methodology”
• T.N. Chabra- “Marketing Management”

INTERNET SITES:-

• www.ownnahar.com
• www.Texprosile.Com
• www.Goolge.Com
• www.Marketing.com

62
 QUESTIONNAIRES

1. Are you a customer of Nahar fabric?

Yes No

2. What in your view, influence of the following in making a purchase decision (can
reply more than one option)?
Price recommendation
Mode of payment relationship
Demand variety

3. What from your point of view Nahar’s fabric is:

Excellent Good
Very good Average

4.If you have an option to replace the nahar fabric, which one you would prefer?
Same brand other brand not sure

5. From your point of view, whose fabric is no. 1 in the market? Give rating out of 10 to
following option?
Nahar --------------
Vardhaman------------

6. Why Nahar fabric is most popular fabric, from your point of view?
--------------------------------------------------------------------------------------
--------------------------------------------------------------------------------------
--------------------------------------------------------------------------------------

7. If you want to buy Nahar fabric and if the stock is not available. What would you
prefer? Tick any option.
Look into market
Buy other brand
Wait for stock to come
Do not purchase at all

63
8. How much time it takes to place you another order of fabric of Nahar?
1-15 days 15-30 days 30-45 days

9. From your point of view, the prices of fabric of Nahar with respect to other mills are?
Less Average High

10. Have you received any complaint from customer regarding fabric?
Yes No

11. What was customer-buying decision, when you receive a compliant about fabric
shirting?
Definitely buy probably not buy not sure
Probably buy definitely not buy

12. Reasons for the complaint?

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13. What influence the customer in printing fabric of nahar? (Can tick more than one
option)
Color delivery Variety
Design Finishing

14. What makes Nahar fabric a good brand? (Your point of view)
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15. Any
suggestion-----------------------------------------------------------------------------------------------
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