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- 1. INTRODUCTION 1.1 INTRODUCTION ABOUT THE STUDY Even though, India has advanced and adopted the technologies of the changing world, there is also a change in the fashion industry, India is so full of design that we tend to ignore it as part of our lives .The scope for design is tremendous. There is a lot of potential. There is so much of art and design in our villages in various conventional areas like weaving, pottery etc., which have not changed much over the ages which means a lot of time and effort and ofcourse, people with similar dedication have to be introduced to the technology. It must be noted here that lots of foreign brands have established in India, but not many of our brands have been recognized abroad. It’s the same plight with the India designers too. The small clutch of reputed designers is still to make a name in the west. other than making big headlines in the Indian newspapers. Lot of work as to be done in the area of marketing. Mass appeal with attractive prices is the keyword here. Too things Indian designers have failed to achieve till now. While ready- to -wear brands with international names are having a field day. It is strange that Indian manufacturers have not come
- 2. forward to collaborate with the designers or vice-versa for designing clothes with traditional feel , mass appeal and at affordable prices . When the people speak about prêt fashion, which is going to be the trend in the near future, how far it is going to create an impact in India is yet to be seen. According to statistics, fashion, prêt is an Rs.1.8 billion ($37.5 billion) industry in India’s Rs.670 billions ($14 billion) ready to wear market. The fashion industry is growing at 20% per year, but next few years we should see it growing at 35%. RETAILING INDUSTRY IN INDIA Retailing is the final step in the distribution of merchandise; the retailing is in the supply chain, connecting the bulk produces of retailers to the final consumers. Retailing covers diversification such as food, consumers goods, financial services and leisure. In developed countries, the retail industry has developed into pledged one where more than three-fourths of the total retail done by the organized sector. Huge retail chains like Mc Donalds-mart etc., have now replaced the small stores. Large formats with high ambience and courteous and well- experienced staff are regular features of these, which have also started in India, but still partial stage of the curve. Market size in India is estimated to be $180 billion. Retailing provides most 12 to 15 % of employable results and is perhaps the largest door to
- 3. India’s GDP.But the flip side of markets in India is only 45 square feet and large employer, the industry is very unorganized and with a rural bias. Nearly twelve million retail outlets in India and the growing. Two thirds of these shops are in the rural area. Indian retail scenario has undergone conceptual during the last five years. RETAILING IS BIG GAME Retailing is a big game now in India and the market has turned towards this sector. This can be evidenced by seeing developments as well as foreign investments being for entry in this sector. Nowadays, retailing was limited to small area concentrating in single product systems. But nowadays the multi product approach has taken shape. Lot of investments are now made in this sector for presentation of different products to the customers. Visual merchandizing is a contributing factor for this sector, which woos the customer to buy the product presentation is the watch word now. If a product is presented in an elegant manner. The product moves from the shelves to the customers home. Despite its largely traditional face, retailing in India is the largest industry in the country with the gross sales contributing us$ 180 billion. The sector contributes over 38 percent share to the gross national income and is the second largest generator of employment after agriculture. The sector is,
- 4. however, not recognized as an industry in the country and suffers from limited access to capital, labored suitable real estate options. Most local small – scale retail formats in India operate on low-cost, minimum tax and cheap labor model to offer customers low price, despite fragmented and long supply chains. Some of the factors hampering the growth of the segment, till very recently include restrictions on entry and size of the players in the consumer goods industry, multiple taxes across the various states and low-income profile of consumers. Many retailers are diversifying to add on more products to become a lifestyle retailer. the retail space and area has increased tremendously over the past five years, huge malls and departmental stores are the story of today. India being a developing country with a population touching over 1 billion, there is a vast scope for this market to grow in size and numbers. A specific model cannot be designed since it changes from trade and also depends up on the place of location of the retail center. However, taking in to consideration about 32 to 35 cities in India have seen the growth of the retail sector to a great extent. The retail model and its formats and determined by the market place, strength of the customer, product features and average customer spending in that area. Different formats have been revolutionized by food world, subhiksha, margin free super markets to enthuse customers to buy from them, offering quality products at cheaper prices by concentrating on retail supply chain management on the other hand, people like shoppers shop, pantaloons.ebony,
- 5. life styke, westend, globus and pyramid have concentrated in a chain store concept and have been able to register their name in customers minds. International retailers including dominos, pizza hut, McDonalds etc …, have adopted the licensing and franchise routes to set up operation in India . The main theme is “EFFICIENT CONSUMER RESPONSE “. Which is done by: 1. Continuous replenishment. 2. Activity based costing. 3. Integrated suppliers. 4. Cross docking and direct store deliveries. 5. Production synchronized to actual consumer demand. However, the personality characteristics of a retailer are a very important for their success. The factors like.., 1. Being friendly. 2. Being trust worthy. 3. Being respected. 4. Being caring. 5. Being casual. 6. Always exciting “WALL MART STORES” in U.S.A have been able to inculcate these personality characteristics and have achieved tremendous growth.
- 6. In retailing the advantage of a specialty stores is that customers goes to the shop knowing what they want. Hence the store should come to the customer and they should know what a customer will look out when he enters the store. The psychological factor is very , very important to develop a store. Every aspect depends up on the attitude of a customer towards shopping. This has to be analyzed in detail before actually concepting a store. The best retail characteristics are: 1. Customer analyses. 2. Geographical location. 3. Visibility to public. 4. Average size of store depending up on the place. 5. Create awareness. 6. Best visual merchandising and appealing interiors. 7. Pleasing lighting 8. Stocking best products which gives consistent quality and stocks on ranges sufficiently. 9. Choice to customers for selecting product explanation knowledge. 10.Exciting salesman. 11.Easy delivery and billing. 12.Seeing of in style. 13.Excellent publicity in various forms of media.
- 7. Now the companies are lining up to open their exclusive outlets for marketing their products to customers. Many companies like Raymonds, Madura garments, Crocodile, Colour plus etc…, have started operating these kinds of exclusive outlets the origin of this concept started with companies like Bata, Calico, Bum, Dcm ,etc…, The seven important characteristics to the retail environment in franchising are:- 1. Product 2. Packaging 3. Presentation 4. Price 5. Profit 6. People 7. Place (location) The regulations of the retail industry are…, 1. Restrictions of fed. 2. Land and property laws. 3. Taxes are high. 4. Changing tax structure retailer margins to come under VAT net. 5. Labor laws.
- 8. 6. Importing will be expensive. 7. Bureaucracy. These aspects have to be taken care of with correct solutions to arrive at a consistent approval to develop retail formats on new technologies of retailing.
- 9. INTRODUCTION ABOUT MARKETING At the very outset It may be said that marketing is not a sole business activity, it has a far broader social dimension. Philip Kotler is of the view that “any interpersonal or inter organizational relationship involving an exchange is marketing”. Thus the essence of marketing is an exchange or transaction, intended to satisfy human needs or wants. That is, marketing is a human activity directed at satisfying needs and wants, through an exchange process. A demand is a want for which the consumer is prepared to pay a price. A want is anything or a service the consumer derives or seeks wants become demands, when backed by purchasing power. A need is anything the consumer feels to keep himself alive and healthy. A transaction consist of a value between two parties. A transfer may receive nothing in return. The aim of marketing is to make sales in other to earn reasonable profit for the producer. LEGAL ASPECTS: Marketing includes all activities which are concerned with effecting changes in the ownership and possession of goods and services.
- 10. ECONOMIC POINT: The part of economics which deals with the creation of time, place and the possession utilities. That phase of business activity through which human wants are satisfied by the exchange of goods and services for some valuable contribution. DEFINITION OF MARKETING: Marketing is defined in different ways. A few definition of notable authorities are given below.., “marketing is concerned with the people and the activities involved in the flow of goods and services from the produces to the consumer” -American marketing association “marketing is the business process by which the products are matched with market and through which transfer of ownership are effected”. -cundif
- 11. ADVERTISING The word advertising is derived from the Latin word advert “ ad” meaning towards and “vert ” meaning I return. Literally it means “to turn peoples attention to a specific thing. Advertising is “non personal paid message of commercial significance about a product, service or company made to a market by “identified sponsor” ADVERTISEMENT Advertisement place an important role in effecting sales. It is a non price competition, without advertisement a product cannot be sold.
- 12. 1.2 HISTORY OF THE COMPANY: Crocodile the brand of the international market launched first on Singapore in 1907. The managing director of crocodile market DR.MICHEAL LEN and executive chairman DR.TAN HIANSTEIN are the persons responsible for the launching of crocodile products in world wide operations. They named the company as CIPL i.e.., CROCODILE INTERNATIONAL PRIVATE LIMITED. 1. They opened the first shop in north bridge and then on Singapore, Japan, Malaysia, Taiwan, Korea, south east Asian countries. 2. Their product lines are of more than 100 and their exclusive stores are above 1000. 3. The emblem crocodile is placed on the left side of the brand name. 4. They have a link with “BOMBAY DYEING” CROCODILE IN INDIA:- MR. VENKATESH SIVARAMAN, C.E.O. , OF SIVARAM ASSOCIATES launched the crocodile product in India on 1973. the company logo gets its trade mark on 1940. later on they registered the company in 1952. they named the company as CPPL I.E.., CROCODILE PRODUCTS PRIVATE LIMITED .
- 13. MR. Venkatesh Sivaraman is the managing director of the Crocodile Company in India. 1. 1. In the international market totally the company has 252 products 2. 2.But still they have launched only 20 products they are, 1. Shirts 2. t-shirts 3. Trousers 4. Jeans 5. Vests & briefs 6. Socks 7. Belts 8. Ties 9. Watches 10. Pouches 11. Jackets 12. Sun glasses 13. Casual shirts 14. Shorts 15. Ladies wear 16. School bags 17. Rain wears 18. sweaters 19. Blazers 20. Coats
- 14. LACOSTE:- LACOSTE indicates the name of a French man. Once he is a sweetful customer of the crocodile products and now he is the owner of the crocodile company in European countries. when he is a customer of the crocodile products he used to travel from Europe to Singapore to buy the products. To b avoid the risk and time he decided to open a company in Europe. His dreams and wishes were came to an end in the year 1922. the name of the company only changed but the products are of 100% crocodile product. Not only the products, the emblem also has a standard place but only one ddifference is that is the crocodile emblem is placed on the right side of the brand name. One of the advantage is that, on compared with the Indian value the European value is cheap. PROFILE OF THE COMPANY: The two important operations that the company follows are.., 1. Netting 2. Weaving 1. The netted garments are t-shirt, vest, briefs and inner garments. 2. The weaving materials are shirt, pant, and jeans.
- 15. MANUFACTURING UNITS:- 1. Tirupur 2. Mumbai 3. Bangalore 4. Pune 5. Delhi 6. Lahore COMPETITORS COMPARED WITH PRODUCTS:- 1. COMPETITORS IN SHIRTS AND TROUSERS:- 1. Madura goods:- - Allen solly - Louie phillip - Van huesen - Peter England 2. Aravind mills:- - New port - Excalibur - Zero 3. Wood land
- 16. WORKINGS IN CROCODILES SHIRTS AND TROUSERS: TROUSERS:- 1. The fabrics used are wrinkle resistance. 2. It include plain waive and twill weave. 3. Jibber are made on metal in carbon 4. Normally used zips are locking system zips i.e.., imported nylon zip 5. Grip label is placed on both shirts and trousers. SHIRTS:- 1. Shirts are made from “MONTE” i.e.., ITALIAN FABRICS. 2. Establishments are done internationally. 3. The covering statement used for shirts is.., “IT GIVES SOFT FEEL AND KEEPS YOU COMFORTABLE IN WHOLE DAY” 2. COMPETITORS IN VESTS AND BRIEFS:- 1. Jockey 2. V.I.P 3. Crystal
- 17. 4. Viking 5. Poom pukar WORKINGS IN VESTS AND BRIEFS:- The manufacturing unit of vests and briefs is in “TIRUPUR” 1. They have totally twelve designs 2. They are made up of combined cotton 3. They are of 40 counts 4. Born in “BEST MILLS” 5. Size of the needle is 9 6. Bleaching is done by “PROTONIC PUROXIDE” 7. TWO TYPES OF VESTS ARE.., -ROUND NECK -SLEEVES 8.”LYCRA” elastics are used to erode irritation’ 3. COMPETITORS IN JEANS, T- SHIRTS, AND SOCKS:- 1. TRIGGER 2. NEW PORT 3. AXE 4. REEBOK 5. LEE
- 18. WORKINGS IN JEANS, T-SHIRTS, AND SOCKS:- JEANS:- 1. Strong double stitching in brown colored thread. 2. Snap buttons are buy from “WALK MAN SHIP U.S.A” 3. They are exclusive personalized touch 4. Fittings are of normal fit, comfort fit, classic fit, bare fit, light fir. 5. Logo’s are 100% pure cotton 6. Materials are from “BERLINGTON DENIM FABRICS” 7. They are yarn dyed and stone wash 8. Buckles and buttons are imported “CHROMIUM PLATING” T-SHIRTS:- 1. They are made with superior quality fabrics 2. They are fully mercerized for comfort 3. Washings are made friendly SOCKS:- 1. Socks are made up of 100% pure cotton 2. Availability of all types of athletics socks.
- 19. 4. PRICE COMPARISON WITH OTHER PRODUCTS: S. NO PRODUCT NAME MINIMUM PRICE MAXIMUM PRICE 1. VAN HUESEN 2. LOUIE PHILLIP 3. ALLEN SOLLY 4. PETER ERNGLAND 5. EXCALIBER 6. NEW PORT 7. ZERO 8. COLOR PLUS 800 900 800 340 370 550 550 1600 1500 1700 1700 850 850 850 850 ABOVE 3000 PRICES OF CROCODILE PRODUCTS ACCORDING TO BRANDS:- S.N. MATERIAL NAME MINIMUM PRICE MAXIMUM PRICE 1. SHIRTS 2. TROUSERS 3. T-SHIRTS 4. VESTS & BRIEFS 3 POUCH 5. SOCKS 6. TIES - PLAIN - PRINTED 510 740 169 56 249 75 300 170 795 1200 475 89 249 &ABOVE 250 575 250
- 20. 5. AVAILABILITY OF COLORS: 1. BLACK 2. BROWN 3. NAVY 4. RED 5. BEINGLE 6. PASTLE SHADE 7. APPLE GREEN AND SO ON 6. SATISFACTION OF CUSTOMERS:- Customers feel happy when they are in usage of best international brand, because the products are made up of 100% pure cotton. The company crocodile is one and only company gets the award “IQT” I.E..,INTERNATIONAL QUALITY TRADE MARK. They also provide the “washing instructions” i.e.., 1. Tumble dry medium 2. Hand or machine wash 3. No chlorine bleach 4. Wash separately
- 21. 7. TO COVER CUSTOMER:- In order to cover the customer, they maintain a book called visitors book. In it they make a note of customers birth day date, wedding day date etc.., and then they greet and wishes them in the way of telephone, or by sending greetings. The above said method is one of the method which used by the crocodile company to cover the customers. 8. MOTIVE:- Primary motive of the company is service and as well as profit or 50% profit and 50% service. 9. TARGET:- The target of the company is “STAND BY THE REGULAR CUSTOMERS AND WELCOMING NEW CUSTOMERS” 10.STATEMENT:- The state which is used to cover the customer is…, “NOW THAT YOU ARE PROUD OWNER OF A CROCODILE WORK OF ART “
- 22. 1.3 REVIEW OF LITERATURE: BRAND PREFERENCE: Brand preferences is the sum of all the factor has influence a buyer at purchase of particular brand over that of all the many others available, Indian markets some of these factor…, 1. Brand image 2. Brand loyalty 3. Availability consumer decision making various with the types of buying decisions. There are great difference between buying house hold goods, the more complex is expensive decision are likely to involved more buyers deliberations and more buying participants. An organization rarely stands alone efforts to serve a given consumer market system to save the market has are matched by similar efforts on the part of others. The companies marketing system is surrounded by host of competition, these competition have to be identified monitored and at manufacturers to gain and maintain consumer loyalty on a person feels to buy the household product is force with various means of satisfied theist the market is full of numbers product from which to choose the brand loyalty on this point will play a great roll in the market of an consumer decision the company there fore should ensure the its product enjoys at brand loyalty and also brand image, and the
- 23. important aspects in the markets of household products is availability the distribution network of the company has to be smooth and well operator. “MAKING THE CONSUMERS BUYING OUT OF HABIT A PARTICULAR BRAND” PRODUCT: people satisfy their needs ant wants with product. A product is anything that can be offered to satisfy a need or want. A product consists of as many as 3 components they are.., 1. Physical goods 2. Service 3. Idea Physical goods are tangible and may also be intangible that is service and idea. The product can be defined as is anything that can be offered to a market for attention, acquisition, or corruption that might satisfy need or want. It includes physical objects,services,persons,places,and ideas.
- 24. The study of the marketing ultimately Leeds to study of the product. NEEDS PRODUCT WANTS PRICE PERSONALITY PRODUCT IMAGE PROMOTION PRESTIGE DISTRIBUTION INCOME EDUCATION
- 25. BRAND:- A brand is a name, term, symbol, or design or combination of them which is in tented the goods or services of one seller and differentiate them from those of competitors. They are a combination of words used to identify a product and to differentiate it from other product. BRANDING:- The term branding refers the top management while formulating product policy must also take decision in the area of branding and packaging brand aid in creating, stimulating and maintaining. REASONS FOR BRANDING THE PRODUCT:- 1. Memory recall is facilitated this leads to rapid initial buying action. 2. Advertising can be directed more effectively. 3. More ready acceptance by whole seller and retailer. 4. Branding leads to brand loyalty. 5. Other products may be introduced more readily. 6. The amount of personal selling effort may be reduced. 7. Self selection is facilitative.
- 26. BRAND EQUITY:- Many firms drawn on the equity of these brand name by extending them to other products. It is helpful to distinguish between two types of brand extensions. BRAND AWARENESS:- The brand awareness relates to the number of persons who recognize the brand significance and who are conscious of the promise, which the symbol expresses. the decision as to which of these different levels of awareness should be pursued depends on the way in which customers are expected to make their choice and degree of the personal involvement. BRAND POSITIONING:- It depends upon the relationship that is created between the brand and the consumer and a reason that is given for creating the relationship. A brand is a sum total of physical, functional and emotional values. Brand position helps it to relate to a consumer need in specific need the terms.
- 27. PACKAGING:- Until recently packaging is considered as a minor element in product planning, but now it has become a integral part of product itself. Packaging acts as a major means of creating product preference. It is a vehicle by the which the brand of the product is carried to the consumer. It is a powerful selling tool. It can be defined as the general group of activities in product planning which involves the designing and producing the container or wrapper for a product. BRAND NAME:- Brand name Is a part of brand consisting of a word, letter and group of words are letters comprising a name which is intended to identified the goods or services of a seller or a group of sellers and to differentiate them from those of competitors. BRAND MARK:- A mark is the part of the brand which appears in the form of symbol, design or distinctive colouring or lettering.
- 28. 2.1 OBJECTIVES • To identify factors influencing brand preference among the customers. • To find the level of brand preference apart from competitors products. • To suggest the strategies to be improved for capturing the high market share. • To find out the impact of advertisements on the brand preference. • To analyze the customers satisfaction on the brand. 2.2 LIMITATIONS Due to time factor the sample size was limited up to 75 respondents only. Any study is having of incomplete, wrong information and non responses took utmost effort so as to minimize such errors.
- 29. 2.3 METHODOLOGY This study is based on descriptive one. The sample size for the study is taken as 75 respectively. The questionnaire method was adopted for collecting the data, mixed type of questionnaire was used. The pilot study was conducted with 10 respondents. The responses from the pilot study as well as from the executives of the company, the changes have been made in the questionnaire. The revised questionnaire was circulated to collect the primary data from the customers necessary secondary data was collected from books, journals, periodicals etc..,
- 30. 2.4 CHAPTERISATION Chapter –1 deals with the introduction about the study and introduction about the organization and review of literature. Chapter- 2 deals with the objectives, methodology, limitations and Chapterisation of the study Chapter – 3 deals with the analysis and and percentage analysis of the study. Chapter –4 deals with the findings, suggestions and recommendations and conclusion of the study.
- 31. 4.1 FINDINGS Majority of the respondents 76% were male using branded dress materials. Majority of the Respondents 40% at the age group 26 – 30 were preferred branded dress materials. Majority of the respondents (29%) were job goers and business persons. Majority of the respondents 54% were post graduates preferred branded dress materials. Majority of the respondents 38% preferred branded dress materials at the income level 15000 and above. Majority of the respondents 60% preferred formal dress materials. Majority of the respondents 44% were influenced by the factor price to buy branded product. Majority of the respondents 44% preferred general showroom as their place of purchase. Majority of the respondents 46% purchase the dress materials at the festival time. Majority of the respondents 38% were influenced by the attribute style. Majority of the respondents 52% were affected by the factor price. Majority of the respondents 31% were influenced by the aspect quality and style. Majority of the respondents 52% preferred crocodile product by the influenced factor friends.
- 32. Majority of the respondents 32% were in usage of crocodile product from 8 – 12 months. Majority of the respondents 35% were impact through the process friendly response. Majority of the respondents 35% volume of purchase were two Majority of the respondents (34%) life of the product were 2 year and above. Majority of the respondents 82% were impact by the factor yes. Majority of the respondents 40% preferred the trait very low price from other product. Majority of the respondents 53% were impact by the media magazine. Majority of the respondents 47% were preferred the payment by cash. Majority of the respondents 69% level f satisfaction suggest yes. Majority of the respondents 40% suggest the negative point availability followed by style 31%. Majority of the respondents 32% feel effective when compared with other competitors.
- 33. 4.2 SUGGESTIONS AND RECOMMENDATIONS • The brand image of the product is to be increased among the customer by promoting the product through advertising and reducing the price of the product • To increase the sales volume, the company can introduce the factory outlet rather than exclusive showroom, general showroom. • The price of the product is high related to the attribute such as design, Colour, style , the price is to be minimized. • The product is specially made for creamy people, so the advertising media also influences the market share of the product. • As the product is based on the foreign collaboration, the Indian customer were satisfied in the style rather than the availability
- 34. 4.3 CONCLUSION Crocodile product has a global market. Crocodile comes out with 252 products world wide but in India only 20 products are in the market. In India crocodile imports materials from Singapore, reason for this is there is lack of sufficient indigenous product. As far as the price is considered the price at which the product is sold in the Indian market is more than the European market. So this is the major reason for the low volume of sales in India. Crocodile products are most preferred by creamy people followed by few middle class people. Lower income people do not purchase the product usually. So, it can be concluded that the prices of the product have to be brought down in the current financial scenario. So that the company can attract more and more sales from middle and low class people and can maximize its market.
- 35. BIBLIOGRAPHY 1. Beri.D : Marketing Research ,Third Edition, Tata Mc Graw Grill, Newdelhi, 1993. 2. Philip Kotler : Marketing Management ,Tenth Edition, Phi, U.S.A., 2000. 3. Sontakki.C.N: Advertising, Second Revised Edition, Newdelhi, 1996. 4. Shh Kazmi, Satish K.Batra : Advertising And Sales Promotion, First Edition, Newdelhi, 2001.