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TABLE OF CONTENT

S. No TOPICS Page. No
1 INTRODUCTION 5
2 SITUATION ANALYSIS 8
3 SWOT ANALYSIS 9
4 4’S OF MARKETING 10
5 BUILDING THE FOUNDATION 11
6 RESEARCH 12
7 CONSUMER BEHAVIOUR 14
8 PRODUCT STRATEGY 16
9 PRICE STRATEGY 18
10 FINANCIAL ANALYSIS 19
11 PROMOTIONAL STRATEGY 22
12 BIBLOGRAPHY 25

INTRODUCTION:
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Until the economic liberalization of Indian economy, the India Textile
Industry was predominantly unorganized industry. The opening up of
Indian economy post 1990s led to a stupendous growth of this industry.

India Textile Industry is one of the largest textile industries in the world.
Today, Indian economy is largely dependent on textile manufacturing
and exports. India earns around 27% of the foreign exchange from
exports of textiles. Further, India Textile Industry contributes about 14%
of the total industrial production of India. Furthermore, its contribution
to the gross domestic product of India is around 3% and the numbers are
steadily increasing. India Textile Industry involves around 35 million
workers directly.

Strengths of Indian Textile Industry are as follows -

• Huge textile production capacity

• Efficient multi-fiber raw material manufacturing capacity
• Large pool of skilled and cheap work force
• Entrepreneurial skills
• Huge export potential
• Large domestic market
• Very low import content
• Flexibility

Weaknesses of Indian Textile Industry are as follows -

• Increased global competition in the post 2005 trade regime under

WTO
• Imports of cheap textiles from other Asian neighbors
• Use of outdated manufacturing technology
• Poor supply chain management
• Huge unorganized and decentralized sector
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 • High production cost with respect to other Asian competitors

RETAIL SCENERIO IN INDIA:

As the corporates – the Piramals, the Tatas, the Rahejas, ITC,

S.Kumar’s, RPG Enterprises, and mega retailers- Crosswords,
Shopper’s Stop, and Pantaloons race to revolutionize the retailing sector,
retail as an industry in India is coming alive. Retail sales in India
amounted to about Rs.7400 billion in 2002, expanded at an average
annual rate of 7% during 1999-2002. With the upturn in economic
growth during 2003, retail sales are also expected to expand at a higher
pace of nearly 10%. Across the country, retail sales in real terms are
predicted to rise more rapidly than consumer expenditure during 2003-
08. The forecast growth in real retail sales during 2003- 2008 is 8.3%
per year, compared with 7.1% for consumer expenditure. Modernization
of the Indian retail sector will be reflected in rapid growth in sales of
supermarkets, departmental stores and hyper marts. Sales from these
large-format stores are to expand at growth rates ranging from 24% to
49% per year during 2003-2008, according to a latest report by Euro
monitor International, a leading provider of global consumer-market
intelligence.

A. T. Kearney Inc. places India 6th on a global retail development

index. The country has the highest per capita outlets in the world - 5.5
outlets per 1000 population. Around 7% of the population in India is
engaged in retailing, as compared to 20% in the USA.

The Ministry of Textiles under the Government of India has taken some
significant steps to arrest these problems. It has framed "The National
Textile Policy 2000" to address the aforesaid issues. This policy aims at
negating these problems and increasing the foreign exchange earnings to
the tune of US$ 50 billion by the year 2010. It includes rational road-
maps for the development and promotion of all the sectors involved
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directly or indirectly with the textile industry of India. Further, the
policy also envisages to bring the unorganized decentralized textile
sector (which accounts for 76% of textile production) at par with the
organized mill sector. Furthermore, the policy also aims at introducing
modern and efficient manufacturing machineries and techniques in the
Indian textile sector. The Textile and Garment industry are always
required and are one of the most sought industries. We would like to use
this opportunity for creating my own Brand and stores where high
quality designer Shirts will be sold. Our Survey found that Consumers
are looking for Branded Garment with high quality/good design/ at an
affordable Price. Thus we come out with my own Brand named “
HERMES”.

SITUATION ANALYSIS

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MARKET SUMMARY:

• We possess good information about the market and know a great

deal about the common attributes of the most prized customer.
• This information will be leveraged to better understand who is
served, who the customers are, and how we can provide the needs
and communicate with them.
MARKET DEMOGRAPHICS:

• We are targeting the age group of people more than 30 which has
more than 50% of our population.

• Hence our target group is sufficient for our long term objectives.
MARKET NEEDS:
• By our Survey we found that the People prefer Branded shirts with
good quality at less price and we also found that young people
prefer patch work in Branded shirts. Hence we are bringing all
their needs in the form of a new retail store called the HERMES .

MARKET TRENDS:
There will be always a trend for Textile in our Global market,
especially for branded Textile products because of change in
human life style and hence market always has scope on Textile,
hence we can adapt easily in the market for our long term
objectives.

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 SWOT ANALYSIS:
STRENGTH:
• Targeted at the young hearted, middle, manager level and the
corporate people.
• The fabric of clothes is so good that it never shrinks or fades its
colour.
• The stylish look of the shirts and the special designed collar for the
tie wearing people.
• The stylish buttons at front pocket and at cuff.
• The patch work on the shirts which gives the young generation a
designer wear Look/Feel.
WEAKNESS:
• The people are not aware of the retail store/ brand / quality /design
of our brand “HERMES”.
OPPORTUNITIES:
• Can capture the economic buyers who look for high quality at an
affordable price.
• Can capture the market share with huge numbers.
• Can create awareness in the minds of people about our brand
“HERMES”.
• In future can come up with trousers and ladies wear.

THREATS:
• The non branded shirts in the market and the other brands.

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 4P’S:
PRODUCT:
• The fabric/Trim specifications will be given to the designer so that
he could make the latest design and make use of the appropriate
trims/threads to be used for the shirts.

• Our shirts are outsourced as per our Designed TechSheets which is

inspected by our quality controllers and then it brought to the
stores for the sales.
PRICING:
• As per the Costing Sheets the Selling price of the shirts is fixed.

• The Skimming of pricing on shirts is not done as we are very

confident of our quality and making our Customer loyal towards
our Brand for a long term .

PLACE:
• Opening a boutique shop of our own brand.

• Our shirts will be put up in big shopping malls and big retail
stores.

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PROMOTION:
• Attractive Visual ads will be hoarded in and around the city to
create awareness of the brand and even ads will be published in
daily newspapers.
• To create awareness about our brand, the shirts will be put up in
multifaceted stores like LIFESTYLE, WESTSIDE, MEGAMART
etc at a later stages.

BUILDING THE FOUNDATION:

ENVIRON MENT:
THE ENVIRONMENT CONTEXT OF MARKETING IN INDIA:
• The awareness of the brand or the product can be brought only by
the marketing people.
• The marketing tool used are Advertising, personal selling, PR,
Direct Marketing, On-Line promotion and sales promotion.
The INDIA’S CONSUMING CLASSES are:
• Economic class people
• Premium class people
• Corporate people
• Young hearted people

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 RESEARCH
• Before starting a Design we do a survey to know on which class of
people will be interested in our product.

• The research to be conducted by us is put up below with the

graphical representation

QUESTIONNAIRE
1, what type of materials you prefer in shirts& trousers?
o Lenin
o Cotton
o Polynosic
o Anyother

2, what type of shirt you prefer?

o Short
o Long
o Body fit
o Any other

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3, what type of collar you need in a shirt
o Eton Collar
o Chinese collar
o Normal collar
o Any other

4, Do you prefer stylish buttons on your shirt?

o Yes
o No

5, What type of design would you like on your shirt?

o Stripes
o Plain
o Checks
o Any other

6, What type of designs you would like to wear?

o Printed
o Embroidery
o Any Other

7, what kind of style you prefer in trousers?

o With pleats
o Without pleats
o Any other
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8, Do you want our brand to produce groom wear?
o Yes
o No

9, What should be the cost for any office wear shirt?

o 750-1000
o 1000-1500
o 1500-2000
o 2000-and above

10, what should be there in a shirt to make it a success? Give your

comment

CONSUMER BEHAVIOR

• The consumer prefers the branded product with the good quality
and exact fit.

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 • We target the corporate and middle income group buyers by the
market survey.

• After survey we found that buyers are in need of quality branded

shirts at less price which gives a new / fresh look, when worn
should give the buyer a good feel.

SEGMENTATION
• There are various segmentation in the garments made for the low
class, economic class and premium class people.

• Our shirts are for the economic class and young hearted buyers.

TARGETED CONSUMERS
• Targeted at the economic class people especially at the Sales
Executive people, managers and young hearted people.

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 PRODUCT STRATEGY

PROCESS OF MANUFACTURING
PRODUCTION MANAGEMENT
• The fabric and Trim specification and their samples are given to
the designer for him to create something new.

• The designer designs the shirts, the design are like shirts with
embroidery, stripes and patch work.

• The stylish buttons at front pocket/Collar/Cuff and threads used by

the designer to create a technical sheet once approved by the
C.E.O forward the same to Factories and manufacturing starts.

PRODUCTION LIFE CYCLE

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 • The fabric and trims specified in the Technical Sheets will be
ordered by the factory and on the confirmation of delivery dates
from the supplier the factory will give a production plan and
delivery dates.

• The above will be followed up by our merchandisers/ designers/

Quality Controllers till the 1st output of 10% of order quantity.

• First output will be inspected and all specifications will be brought

to match the Approved Technical Sheet.

• With major/minor comments the Production will be given a Go

ahead for Bulk Production.

• The Garments will be packed and kept ready on the delivery date
for final inspection before the Goods taken out of the factory.

• Our Quality Assurance Department will do one final inspection as

per AQL 2.5(Accepted Quality Level)

• Once goods cleared By our QA department the goods will be

displayed in our stores for sales this way we assure ourself of
selling only high quality merchandise.

BRANDING AND PACKING

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The brand name of our shirts and our retail store is going to be
“HERMES”

our brand logo.

PRICING STRATEGY
• The price determination of the product is done based on the cost,
competition, orientation and the demand of the product.
• The cost of the production is done in such a way that it can make
the production cost as less as possible.
• The price of the product (i.e) Shirts is fixed by keeping the price of
the competitor’s products.
• As the demand increases the production also increases and the
price would be the same even the demand increases cause don’t
want to loose the loyalty of the consumers by reducing the price.
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 • The price of the shirts is prized 15% above as per the production
cost.

FINANCIAL ANALYSIS
INVESTMENTS
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INITIAL INVESTMENT
NELSON (CEO) : Rs. 12,80,000/-
PROSHUNJEET (CMO)
SHOBAN (CFO)

Total : Rs. 12,80,000 /-

FIXED EXPENSES/MONTH
Advance : Rs. 7,00,000/-
Rent : Rs. 82,000/-
Manager : Rs. 15,000/-
Staff Salaries 3 x 4500 : Rs. 13,500/-
Electricity : Rs. 25,000 /-
Telephone : Rs. 3,000/-
Postage/Stationery : Rs. 500/-
Transportation : Rs. 8,000/-
Adverstiment : Rs. 35000/-
Maintenance : Rs. 2,000/-
Security : Rs. 3,000/-
Raw materials : Rs. 1,25,000/-
Designer Salary : Rs. 25,000/-
Tailor : Rs. 13,000/-
TOTAL EXPENSE : Rs.10,50,000/-
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PLANT EXPENSE

Safe : Rs. 50,000/-

Air-conditioning : Rs. 50,000/-
Office furniture : Rs. 23,000/-
Computer : Rs. 62,000/-
Sampling tools : Rs. 5,000/-
Generator : Rs. 40,000/-

TOTAL EXPENSE : Rs. 2,30,000/-

BREAK EVEN POINT

SPECIALIZATION
MONTH OF SALES
PARTY WEAR/ CASUAL WEAR/ COOPERATE WEAR/ TOTAL
(875)/QUT. (950)/QUT. (1075)/QUT. (RS)
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 FIRST 23 20 24 64925

SECOND 21 22 27 68300

THIRD 27 32 38 94875

FOURTH 35 43 47 122000

FIFTH 42 57 62 157550

SIXTH 51 64 69 179600

SEVENTH 62 74 80 210550

EIGHTH 70 85 97 246275

NINTH 80 92 102 1411125

• At the ninth month the showroom will take the investment

invested and come up with profits. The ninth month sales exceed
the investment which will lead to profits so at this point we get the
break even point. The point at which the showroom is in no loss
and no profit.

PROMOTIONAL STRATEGY
POSITIONING OFFERS:
• The offers are given during the festival seasons NEW YEAR.
• The price and the offer price are same in all our Product Selling
Areas.
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 • The tag used during the sales are been put up below:

“SHOP MORE LESS TIME”

SALES PROMOTION
• Tools for the promotion used are the visual communication on the
Television channels.
• On-Line promotion of the product is done by posing the products
design on home pages like Yahoo, and many other popular home
pages.
• The ads will be published in magazine like Bollywood star, India
Today and many other magazines.
• “The Hindu” and pamphlets will be distributed in major Malls and
Shopping spots in the city.

PLACEMENT STRATEGIES:

• Our shirts will be placed in our showroom first since we are new to
the market we can do the placement strategy according to that.
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• Managing Marketing Channels used are the direct marketing of
our brand product (i.e) shirts.
• Our shirts will be put up in reputed showrooms like LIFESTYLE,
in big shopping complex like SPENCERS, and our product will be
kept at the first rack in all the showrooms so that it attracts the
customers as they enter into the showroom.
• We use only the retailing not the wholesaling techniques for
selling our brand product.

DISTRIBUTION CHANNELS:

• Two-level Distribution Channel will be used:

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 • From the production unit the shirt goes to the quality assurance
people from there it comes to the showroom for the sales then
from the showroom the shirts are sold to the consumers.

BIBLOGRAPHY:

texmin.nic.in (Textile ministry of India)

www.google.com
www.bharattextile.com
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textilecommittee.nic.in
www.searchindia.com
NEWSPAPERS & MAGAZINES

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