PRODUCTION PROCESS

RAW MATERIALS
Wool: The Merino brand of wool is imported from Australia, and supplied as Tops by the wool
Scouring and Grey Combing department.
Polyester: A man made synthetic fiber which is in the form of staple fiber or tow. There are
three varieties Normal, Sparkle and Low pill.
Viscose: A regenerated cellulosic fiber which is made from wood pulp. Generally it is dope
dyed by suppliers and is in fibrous form.
The production operations at our plant are coordinated by the PRODUCTION
PLANNING & CONTROL department. Its role is to gather information of all stock at various stages
and communicate with the different departments; so that production activities are synchronized. We
have six months order in advance and divide the production activities bi-annually in unison with the
market, and our JALGAON and THANE units.
First in the sequence is the RAW MATERIAL GODOWN where the basic inputs procured are
stored, accounted for and intimated to the COMMERCIAL department. The first stage of processing is
DYEING. According to a dyeing plan set by the production planners, the dyeing department is issued
tops. Fabrics and yarn produced at further stages which are grey or do not have the desired
pigmentation are also dyed.
Some polyester is procured in the form of tows. These are cut and converted into sliver form
and converted into tops in the CONVERTER section. The material is sent back to the raw material
godown from where it is sent to the dyeing department. Only after a perfect match with standard
shades are the tops sent to the RECOMBING department.
In the Recombing department tops of polyester and wool in sliver form are blended and mixed
to produce a uniform sliver (65% polyester & 35% wool). The processing ensures that fiber is
untangled. Straightened and parallel.
All there Tops (polyester and wool) are sent for spinning in the WORSTED SPINNING
department. The function of spinning is to form yarn fiber. The yarn made is wound on a bobbin and is
called cheese.
*Tops roll of sliver
*Tow roll of continuous film or filament of fiber
*Sliver fiber in a rope like form.
Simultaneously polyester and viscose fiber is dispatched from the dyeing department and raw
material godown (grey i.e. Undyed) to the blowroom or P/V SPINNING department where it is mixed
in proportion (67% polyester and 33% viscose). This mix is transformed into sliver in the carding
section which further processes and produces a poly-viscose yarn.

All yarn is stored for intermediate purpose in a DOUBLE YARN ROOM from here the yarn is
issued to warping section of the WEAVING department. At this stage yarn is woven into fabric. In the
MENDING department this fabric is under scrutiny for any defects to be identified and removed.
Every meter of fabric produced is checked.
The next stage of processing is the FINISHING department. Fabric is washed cleaned and
subjected to mechanical / chemical operations with the aim of giving the fabric a smooth regular
texture, luster and anti-creasing effect. In the FOLDING department, finished fabric is cut to proper
length, wound and packed properly.
In addition to this we have a PLUSH department where we manufacture FURNISHING fabric
by procuring yarns from outside.
The packed goods are stocked in the WAREHOUSE from where it is dispatch as per sales note
to respective dealers. This transfer is communicated to the SALES office.

Launched in 1993, Color Plus created a niche in theready to wear market in India with a premium
range ofclothing for men. With focus on product innovation andunique use of colors it has today come
a long way since itwas incepted in 1993.The brand in no time has become the choice of the
upmarket, trend-savvy, sophisticated and discerning Indianman and changed the way he dressed. With
flagshipstores in the best locations and international service,Color Plus brought in an International
shoppingexperience to the country.The nation saw one of the first retail brands ofinternational
quality grow, attain national acclaim. Ourdistribution channel spread not only all over the countrybut
crossed borders to the Middle East; it continues togrow with each year with now over 350
shoppingdestinations across the country. Today, the brand is partof the Raymond group.
3. A brief history of Color Plus Color Plus has always used highest quality fabricsand product
engineering techniques that give the userthe unique comfort and tactile feel which no other
brandoffers. This is clubbed with the use of colors to give thesophisticate, yet colorful look that is
unique to the Brand.To ensure that customers get the best product from us,we have pioneered the
techniques like Golf Ball Wash,Cone Dyed Casuals and Thermo-fused buttoning toname a
few.These innovations have taken our collection to a wholenew level, making it synonymous with
the words "Luxury& Style".As a part of the initiative to reward our premiumcustomers, Color Plus
has launched Spectrum, anexclusive membership to a plethora of benefits.Spectrum offers its
members reward points on everypurchase, which can be redeemed at any of our outletsand a host of
other benefits and privileges.Thus Color Plus today is a complete lifestyle brandcomplementing
every facet of your personality: be it atwork, leisure or those special moments.
4. Marketing productDefining ProductParameters Color Plus CompetitionTechnical Basic Need,
Protection from Loose fabric for local weather factors stitching. Local Unbranded Ready to
wear.Functional Wrinkle Free, Thermo Big Bazaar, West Side, Buttons, Shoppers Stop owned Easy to
wash, good clothes. comfort. Koutouns, Peter England, John Players.Emotional Status, style &
Fashion Allen solly, Arrow, Black Berry, Louis Philippes, Provogue, Zodiac, Wills Life style
5. Aggregate Market FactorsMarket Size & Growth: Indian Branded apparel market is approximated 2
billion. Stages in product life cycle: Sales turnover is in growth phase with rise of economy &
working class. In India more than 3 lakh family with annual income of 10L plus is growing at the rate
of 10 to 15%. Globally china is leading producer of fabrics in Asian region. Indian market is also
favorite destination for major players due to low cost of labor and raw material. Sales Cyclicity
Indian ready to wear market, like other sectors, is affected by sales Cyclicity due to some factors.
Major reasons are Indian culture and Total estimated market size for ready to wear mind set, natural
climate like winter (sales ofpremium-organized sector is 9000 CR with warm cloth increases),
shopping season duringannual growth rate of 15 to 20% annually. Diwali etc.Color Plus turn over

during period of 2008- Profits2009 with formal ready to wear growth 10% ( There is a global trend
of shrinking profit marginlaunched color purple club in 2001) & casual due to fierce competition due
to sectoralready to wear 15% ( launched 1993). problems like Inventory carrying cost.
6. Category Factors Buyer Power Majority of buyers in the industry are individual consumers.
Shoppers are tending to be more loyal to specific retailers rather than specific brands. This is more so
because the awareness of Indian shoppers towards brands is moderate. Again, co-existence of different
retailers in the market tends to lower the customer switching costs. With the growing emergence of
high quality trendy apparels with low-costs offered by the major retail giants, the customer preferences
are changing for the better. New EntrantsThe Indian menswear apparel retail industry is growing
significantly and thus, this industry is attracting national as well asinternational players to step in the
arena. Along with them are competing the leading retail giants like Raymonds, Futuregroup, Raheja
group, Trent. The menswear sector includes diverse product lines, which provide retailers and brands
toidentify a point of differentiation in the product lines they offer, which in turn gives significant
opportunity for new entrants.The industry requires low capital outlay, more so in India because the
organized retail sector still is in the budding stage;this increases in turn the ease of setting up
independent apparel retail stores. Potential international players need tounderstand and adapt to Indian
culture and fashion sense. However, low switching costs of the customers imply that theycan at any
time easily switch from the existing to a new entree in the apparel store. These all make the threat of
entrance ofnew players into the market high.
7. Category Factors- Industry Supplier Power Category Capacity Key suppliers in this industry
include apparel Casual menswear is the fastest growing segment in manufacturers, wholesalers and
raw material the apparels category. It is growing 25 per cent suppliers. Such suppliers are mostly small
to annually. Since Indian men are becoming sensitive to medium sized enterprises. With an option to
fashion trends, there is a huge scope of expanding the choose from a number of retailers coupled
category of casual menswear by providing diversity with a rise in raw materials and inventory through
differentiation. Currently the category already costs and also threat to the quality of has various sub
categories like knitted shirts & t-shirts, apparels manufactured by the suppliers fashion shirts, designer
t-shirts, v-neck tees, round for branded clothing, the supplier power tees etc. gets strengthened. Also
though cost of labour is low, suppliers of manpower have strong supplier power. Supplier-switching
costs are also high for the retailers and brands. Thus, the overall supplier power is hence moderately
high in this industry. SubstitutesSubstitutes of casual menswear retail stores might include purchases
made directly from manufacturers, custom-made garments tailored and online sales. However, the
socio-economic environment of the country does notsee a considerable amount purchases made from
manufacturers or from online, due to insignificant levels ofpopularity of the concept of online
shopping in India coupled with the touch-and-feel purchase psychology ofconsumers who can be
fulfilled easily by the availability of retail stores. The option for tailor-made clothing iscomparatively
cheap in India, but due to increased emergence of retailers specializing in menswear andbespeaking
attitude and panache, more people seem to prefer retailers to fulfill their shopping needs. Thus,
theoverall threat from substitutes of menswear sector in India is perceived to be low.
8. Category Factors- Shrinking Profit RivalryThe Indian apparel retail sector is quite
fragmented.Thus, it is easy for retailers specializing in menswearto diversify and extend their product
lines to enterwomens ear and kids wear segment.The low fixed costs and operational and
maintenancecosts make it easy for new players to enter themarket thus intensifying the rivalry. Also,
due tochanging trends in style and fashion, menswear ishighly diverse in its product assortment and
productwidth. With increasing emphasis on style by todaysIndian male population, every brand and
retailer viesto attain customer stickiness by competing on price,quality, product width and depth,
designs, store There is a global trend of shrinkingambience etc.All these factors intensify the rivalry
all the more. This profit margin due to fierce competitionall makes the overall rivalry high. due to
sectoral problems like Inventory carrying cost.

9. Customer Analysis Segmentation Consumer BehaviorCasual mens wear segment is identified

as: The buying power of todays shopper is increasing with an increase in his disposable income. This
is facilitated by1. 25-45 years professionals who buy branded the prudent combinations of fiscal and
clothing monetary policies in the countrys2. Income : >35,000 per month. economy. Mens shopping
pattern of3. Urban fashion conscious men who look for style garments is thus reflecting their and
functional comfort. individualism and style more than ever before. This is reflected in his shopping
preference, which in the wider perspective is reflected in the countrys revenue earned from menswear
retail sector. Targeting Positioning Fashion / The segment is attractive due to the potential Price
High Low growth and the increase in buying power of Indians. High ColourPlus Low
10. Environmental Factors Technological Political EconomicIndias garment sector is highly
The garment industry faced Indian Textile and Clothing industry isfragmented and is intense
competition both currently one of the largest and mostcharacterized by varying levels domestically and
important industries in the Indianof technology use. Technology internationally from other loweconomy in terms of output, foreignhas been a major factor in cost exporting countries that exchange
earnings and employment.deciding the quality of Fabric also largely depended on the The industry
contributes 4% to thefor Colour Plus and has made performance of their textile and countrys GDP,
14% to the countrysit one of the dominant players apparel sector for economic industrial production
and around 12% toin the Fashion World. The growth. The action taken by the countrys foreign
exchange earnings.sophistication employed in the government to reduce tariffs During the period April
December, 2008cloth making with the and provide incentives to Colour Plus missed the expected
growthachievement of technology potential investors and targets on account of economicimprovement
has helped exporters to promote trade and slowdown of exports. Color Plus exportsColour Plus to
stand out as a investment in the Industry its products to the Middle East andniche brand. The firm also
helped Raymond (Colour Plus) European markets. The export turnoverbenefits from a large pool of to
expand its sales. is less than 10 per cent of the totalskilled workers and competent turnover of the
company, As a result,technical and managerial production also declined during the samepersonnel.
Labor is period as against the estimated levels.inexpensive thus provides an Decline in production also
negativelyadded advantage to the cost influenced employment.factor.
11. Environmental Factors Social LegalColour Plus captures the niche Legal environmental
factorssegment of youth and the include compliance to themedium and high-income different laws
under which thegroup. Status symbol is the firm operates as well asdriving line of the product. With
abiding by the Indian law. Alsoincrease in the number of the number of entry into theworking women
and the rising industry may be governed byinfluence of the western regulatory bodies that
wouldculture, the effect is felt on the keep a check on the number ofclothing market with the overall
major players and others andincrease in formal, semi formal their governance . So is theand casual
western wears. case for Colour Plus.
12. Company and Competitor Analysis- ProductFeature Matrix Color Allen Black Plus solly Arrow
berry Provogue Zodiac Louis Philippes Wills Life StyleGolf ball washcone dyed casualsthermo
fusedbuttoningColorFashionableWrinkle resistanceSoftBreathablenatural fabricStain resistantOdor
ResistanceMoisturemanagement ** Red: High Competition; Yellow: Moderate Competition; Green:
Low Competition
13. Objectives- Strategies- Marketing Mix Objectives Strategies To be synonymous of Luxury
& Style, in Branded fabrics and apparel will continue to apparel industry. be the core focus area. Color
Plus must complement every Within fabrics, shirting fabric segment facet of customer personality: be
it at identified for rapid growth. work, leisure or those special moments. Current capacity 11.5 mn
meters p.a. to be increased to 21.6 mn meters. Aggressive retail thrust Last year initiated a plan to
add 289 stores by 2011. Consolidation across group for synergy benefits. Marketing Mix Product
Ready to wear mens casuals a name of Quality and style . Price Premium brand high end price. Place

Retail specialized outlets for color plus brand. Promotion Advertisement through fashion magazine,
news paper & TV.
14. Value Chain & Diff Advantage Color Allen Arro Black Louis Wills Life Plus solly w berry
Provogue Zodiac Philippes Style New products H H H H M M M H Service M H M H M M M H
Market M H H H H H H H Finance H H H H M H H H Manage H M L H M H M H H-High, MMedium, L-Low
15. Expected Future strategies- Assumptions inPlanning Process Capacity expansion, market
penetration, consolidation across groupfor synergy benefit. Market potential Forecast
AssumptionsColour Plus has garnered a 35 per cent a) There is an observed upward mobility inmarket
share .It is an established brand in the urban areas where people come andthe metros and major cities
in India. However buy branded class.since the pricing of Colour Plus is in the b) The upper middle
class of Indiamedium range- neither too high nor too low, constitutes around 30% of the totalto sustain
its market growth it would need to population.further expand its business in the tier 2 and 3 c) With
time the market for casual clothing iscities. It needs more consumers since the gradually increasing
and catching themargin is less as compared to top brands imagination of the youth and middle classand
higher than the lower end brands. Thus audience in the range of age from 18 toit is imperative for
Colour Plus to increase its 30 who now have a strong appetite forbrand awareness in the smaller cities
where casual and trendy clothing.the consumer preference has increased due d) This trend is set to
grow in India as theto the rise in the purchasing power of the country is growing at an average rate
ofpeople residing there. 8% over the last six years and is assumed to grow at a similar rate in the next
10 years.
16. Marketing ObjectiveVolumes & Profits Customer Targets The product would be aThe sales
last year was 32 million and the premium one for youngsters varying fromprofit was 6.2 million for
Color plus. teenagers to people till mid -30s for casualWe have fixed our new target as 20 percent
wears. This product would appeal to higher endincrease in net sales with constant marketing of mid
income and high income population.contribution. Value Proposition - The pricing would beTime
frame such that it would be lower than the high endThe time duration for the above target is brands to
attain a competitive edge and higheraround two years. than the mid end products for the improvement
in brand image. Also the product features willCustomer Retention differentiate Color Plus from its
competitors.As a part of the initiative to reward ourpremium customers, Color Plus has launched
Competitor targets The various competitorsSpectrum, an exclusive membership to a of Color
Plus also target the same audienceplethora of benefits. Spectrum offers its group of mid income and
high income groups.members reward points on every purchasewhich can be redeemed at any of our
outletsand a host of other benefits and privileges.Established in early 90s the brand today hascome a
long way and has a presence in 400retail destinations across India and abroad.
17. Product & Service Strategy Product Strategy: Western informalProduct/service features premium
wear, priced lower than other premium wears to target theStylish and Trendy upper middle class and
the highStyle with innovative and abstract designs, earning class.bright colored that would stand out
distinctlyin shops in malls where other brands arealso displayed to attract young crowd.Could also
design elegant clothes for the age Implementationgroup of 30 and above. oAvailable at malls
positioning of the product in the middle section and frontComfort and Quality sections.Good quality
product providing greater Premium outletscomfort as compared to its competitors. oAvailability for
young crowd and middleBetter stitch quality and smoothness. aged men as well Durable Quality and
great finishingAvailability Products return facility within 5 days as promotional strategy to
attractAvailable in the major shopping malls and customers.displayed in the front line of
clothesAvailable in abundance and in different sizes oProduct Positioning: Identification withthus
providing the customers a variety to the current trend in fashion and appeal tochose from. young and
middle aged middle and high income groups as well as non earning teenagers.

18. Marketing Programmes Awareness Interest Desire ActionAdvertising Somewhat Effective

Somewhat Effective Very Effective Very EffectivePublicRelations Somewhat Effective Somewhat
Effective Not Effective Not EffectiveSalesPromotion Very Effective Very Effective Somewhat
Effective Somewhat EffectivePersonalSelling Somewhat Effective Somewhat Effective Very Effective
Very EffectiveWe will increase the expenditure on Advertising and Sales Promotion.Advertising :
Hoardings, increased spending on print ads with ads in Mens fashionmagazines, Newspapers will be
done.Sales Promotion, Bi-yearly discount sales will be held in all stores to increaseeffectiveness of
the Sales Promotion. Our key message will be that Colour Plus is alifestyle brand complementing
every facet of the customers personality: be it at work,leisure or those special moments.
19. Pricing Premium Strategy: Will be for our technologically Price advanced products like Thermo
buttons, WrinklePremium Strategy High Value Strategy Super Value Strategy Free etc. and will be
targeted at the high end buyers. QualityOvercharging Medium Value Good Value StrategyStrategy
StrategyRip-off Strategy False Economy Economy Strategy High Value: Will be for our Strategy base
products like plain shirts/t-shirts etc. which are The pricing strategy will be to price the products at the
bought plainly for the brandlower end of the premium segment so as to target both the value and fabric
quality.High-end customers and the mid-level segment looking forpremium clothing. On the above
Matrix, we want to place This will be targeted atour products on the Premium and Medium Level.
upper end of middle- income group customers who buy Colour Plus for its status value.
20. Channel & Customer MgmtChannels used for Marketing will be Customer Initiated: Customer can
walk into the retailDirect Stores: This will be done through outlets and talk to Sales personnel
forRetail stores. information / help on styling etc. Also,Multibrand Mega Stores : We will move
Customer Service number is availableto premium Super Stores like for customers to find details of
storesShoppers Stop and Central. etc.Internet: Ads, pages on Social Company Initiated:Networking
Media will be used to tap For company initiated customerthe younger generation. management we
plan to have our CRM system. This will be useful in tracking the customers and manage the data and
complaints etc. well.
21. Marketing Contribution and budget control Color Plus needs to retain its marketing strategy in
situation of low failure and low impact (market share and profitability).In case of High/medium failure
Vs High/medium impact Color plus needs to modify its current Positioning planning