1. GLOBLE SCENARIO OF READYMADE APPAREL MARKET.

The Global Textile Industry, particularly the Apparel Industry has seen remarkable changes in the past few years. The Garment Manufacturing Industry and the Garment Companies in developed countries are now always on a lookout for cheap source of garment production. The days are gone when textile garment industry was concentrated in the consumption hubs of US, EU and other developed countries of the world. The clothing wholesale supply is increasing worldwide in all the sectors of the industry, whether it is mens clothing, womens clothing, kids wear or infant wear. The elimination of global export quotas has led to a shift towards low cost countries having strong and established Clothing Industry especially the Asian countries.

Major Trends in Apparel and Clothing

Global garment exports are valued at more than US$310 billion a year, of which the world's top 15 clothing exporters account for more than 80%. China continues to develop its textile and clothing exports despite the re-imposition of quotas by the United States, Europe and some other developing countries till December 2008 as a temporary safeguard measure on exports from China. The gain is due to the strategy of China to divert its clothing wholesale destinations from US and EU to other Asian countries. Developing countries in Asia continue expanding their Textile Garment Industry due to their very-low-cost production. Apart from China, the true gainers of the post-quota period are India, Bangladesh, Cambodia and Vietnam. India is the second most preferred country after China for textile and apparel sourcing. Its Apparel industry is likely to achieve an export target of US$ 25 billion by 2010-11. The rise of exports in India is due to several factors like vast sources of raw materials, low labor costs, entrepreneurship and design skills of Indian traders, changes in the policies to open up Indian economy to the outside world etc.
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Bangladesh has emerged as a key player in RMG sector (Ready Made Garment Industry). 76% of its total textile and clothing export earnings comes from the apparel industry. The chief factor behind this is abundant and cheap labour force available here. Turkey and Brazil are the emerging markets for investment by apparel manufacturers and traders. One of the main beneficiaries of the textile and clothing exports these drop in US imports from China is Vietnam. In the first quarter of 2008, sales of Vietnamese apparel and dresses in the US market were up by over 30%. Cambodia's garment industry is continuing to attract new investors and increase its garment exports. This is due to EU and US restraints on China and also because of its positive 'sweat-shop free' reputation on labour standards. It is the ninth largest supplier to the American market. Its garments exports to the EU are also rising.

Clothing Sector- Future Strategy

Internationally speaking, the Textile Garment Industry is concentrated in the hands of large retail firms who look for few vendors with bulk orders and thus opt for vertically integrated companies. Hence, there is a need for integrating the operations from spinning to apparel making by the sourcing countries in order to gain advantage from the changed scenario. Both, the trade skills and soft skills, viz., design capabilities, textile technology, management and negotiating skills will also be significant determinants.

To conclude, it can be said that in future, the factors that will affect the rise or fall of the Clothing Industry of sourcing countries include labour standards, tariff preferences, access to materials and supplies, political and economic stability among others. With the increase in demand for performance apparel, the sectors like Industrial Clothing and Sports Wear will experience growth and due to the increased fashion consciousness globally, fashion clothing will also see an upward trend.

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2. OVERVIEW INDIAN READY MADE APPAREL MARKET.

Despite substantial growth, comparing to the international readymade garment market of nearly 183mn USD, the Indian readymade garment market is still in a budding phase. Due to the higher the introduction cost of brand in India for the foreign players, domestic players have no fear of any outside competition. The main obstacle to the organized players is the huge unorganized scenario of the market. In a move to compete, the organized players have rolled out their own strategy of standardizing the goods. The brands introduced by these major textile players hold much intrinsic power and high on quality and pricing factors. They present the inheritance and constancy in the garment piece. The other growing strategy major textile players adapted is Acquisition. Many of companies have used this strategy to dive into readymade garment segment. Raymond's acquired ColorpIus to jump in casual-wear, adding brands like Raymonds, Parx and Park Avenue. Opting the similar strategy, Indian Rayon acquired garments division of Madura Coats, Madura Garments and entered the luring apparels market with the successful brands like Van Heusen, Allen Solly, Peter England and Louis Philippe. Textile leader, Bombay Dyeing also gets hold of Proline to dive in the sportswear segment, as well as adding Vivaldi range to its formal menswear. The above initiatives taken by the major brands depicts that the textile players now started opting strategies to mark their presence in the readymade garment segment. Their sheer benefits laze in substantial production capacities, which can launch new products in minimum lead-time, offering high quality.

Despite the smaller players in the unorganized market is in much more advantageous situation, in the long run they might lose out. The following are few problems faced by smaller players: Smaller Market: There few cities and towns that they can concentrate on, since these cities holds about 50 percent of the Sec A&B of population that have a disposable income. As a result, very few opportunities are there for smaller players.

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Limited Capacities: The restriction that these smaller players have is that they cannot emerge beyond a definite level. Additionally, inadequate logistics and improper supply chain managements created huge problems for the smaller players. Inadequate Logistic & Strength: For advertising and brand building, these smaller players are forced to extend their reach geographically, which makes supply chain management more complex. To match with increasing demand in competitive markets, stress on producing volumes also increases. To sustain existence these players will have to inject in more investments to their businesses in the areas of designing capabilities, brand making and retailing. Insufficient Funds: Funds will be a key restraint for the smaller players. Funds have to be spawned rapidly in a massively capital demanding market that is seeing huge volumes of growth.

As per the industry forecasters, the textile majors are planning to take hold on the readymade garment market by entering into complete entire value chain. Players that are not making fabrics for kids wear and sportswear may start producing the same to enter this segment.

Apart from the above-mentioned strategies, there is one more initiative to rule out in the readymade market that is foreign collaborations. Textile Company based in Rajasthan, Banswara Syntex shake hands with French readymade apparels major Carreman. It is a joint venture initiative with Carreman Michel Thierry. The joint venture company is called Carreman Fabrics India. Creation and focusing in the value chain strengthens the smaller players. The main factors where the brands need more concentration are designing, production, quality and merchandising. But, the designing is the most significant of the value chain, which requires maximum focus. The merchandising is noteworthy factor stage for the smaller players, as involvement, creation and fabric selection adds value to the creation. The retailing is also an important factor for the smaller players. They may face problem if their merchandize remain for long on retail shelves, since the value of the fashion drops, resulting increase in inventory costs.

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3.1 INTRODUCTION OF THE COMPANY

LIVERPOOL: - STATUS IN STYLE Liverpool incorporated in the year 2001 by launching its fashion retail chain across the country under the same brand name of "Liverpool". Liverpool is the only Brand from Ahmadabad, intact from Gujarat who has all over India retail presence in such a short span.

Liverpool Retail India Ltd. ventured into the Readymade Garments sector in the year 2006 with its diverse product line of Shirts, Trousers, T-shirts and Mens and Womens Accessories. The brand is one of the fastest arising and integrated apparel companies in India. Form launching its fist retail showroom in Ahmedabad in the year of 2006, ad starting with10 retail outlets all over Gujarat to creating an exclusive chain of more than 500 showrooms covering 20 states and 200 cities of India, the journey has been truly tremendous and towering. Liverpool caters an entirely diverse product range of Mens and Womens collection starting form formal trousers, shirts , party wear, sportswear to casual jeans, t-shirts! The brand has touched the heart and mind of todays youth for meeting even their smallest requirement of style only worth friends jealousy but in the pocket too

Whenever one thinks of class and catchpenny together, only one name springs naturally form everyones mind,

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3.2 UNIT AT GLANCE

Year if establishment Nature of Business Number of Employees Turnover : : : : 2001 Wholesaler 26-50 People/branch US$ 1-10 Million (or Rs. 4-40 Crore Approx.)

Catalogue/ Product and Services:

Mens Wear Segment

Been in the segment since beginning Contributes about 90 % of the sales

Womens Wear Segment

Recently segment Contributes about 10 % of the sales entered in the

Other Accessories/Apparels

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Brand under the roof:

Contact details: Address : VIVA III, Nr, Navrangpura Crossing, Mithakali Road, Ahmedabad-380 009, Gujarat, India. Tel Fax No. Email Website : : : : +91 079 66143939/40 +91 079 66143941 info@liverpoolretail.com www.liverpoolretail.com

Focus: The focus of the brand and in fact the products USP are Quality, Variety and its very attractive Price bracket in which they come. With the exceptional fits, styling and COLOR options available in the products range, Liverpool promises to be an instant success amongst the young generation and working professionals.

Strength: Liverpool is rapidly developing its brand image in customers mind and turning them into loyal customers of Liverpool. Customer loyalty doesnt come easy in todays highly competitive market.

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Liverpools customers are satisfied buyers not only because they meet their requirements in terms of a premium brand but one that's reasonably priced too, which is the secret behind their customers loyalty. Liverpool has a good market presence with attractive schemes and offers running on a regular basis. As the garments are designed keeping in mind the latest fashion trends, forecasts and colors, they are not only affordable but fashionable too.

3.3 VISSION AND MISSION

Vision:
1. Common man reaches. 2. Quality product at affordable price. 3. Distribution network at each part of the Nation. 4. Assistance of platform to small suppliers. 5. To be amongst the leading Retail brands.

Mission:
To be a premier apparel brand company helping people to raise their standard of living by providing them with innovative and quality products through dedicated efforts.

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3.4 ACHIEVEMENTS
Liverpool Retail India Ltd has made a world record for launching of brand BARCELONA with 151 outlets in India. Liverpool Retail India has chalked out plans to be counted among the top retail garment chains in the country.

After tasting success with 'Liverpool' the premium garment brand, the company launched a budget-conscious new brand called 'Barcelona', which would offer garments for men and women between the price range of Rs 400 and Rs 2000 at 151 outlets in the country. With this launch company established records in Limca Books and also India book of Records.

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3.5 PROMOTERS
1. Vijay Singh Rathore, Whole Time Director

M.A. in Economics Adequate experience in Marketing Looks after Marketing and Administration

2. Kailashchand Aggarwal, Whole Time Director

B.Com, C.A. Knowledge and experience in Finance Looks after Finance and Legal aspect

3. Tarachanc Aggarwal, Whole Time Director

B.Com 8 years of experience in Textile Looks after Brand Promotion and Networking

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3.6 COMPETITORS OF THE COMPANY

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3.7 DISTRIBUTION AND PROCUREMENT CYCLE OF

THE COMPANY
Outsource / Own Manufacturing

Procurement of
Raw Material

Branding of
the Product

Distribute

Reinvestment

through own Brand Stores/ Retail Outlet

Liverpool retail India ltd`s distribution and production cycle is as shown above. It procures Material partially made for manufacturing or either places an order to contract manufacturer and then the brand name is attached to the produced item. After this Company send manufactured product to its outlets and provides schemes for effective selling. The revenue collected from selling activity is then reinvested for purchasing raw material or for payment to contract manufacturer. This way the production cycle of company continues.

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3.8 DISTRIBUTION DIAGRAM

Franchisee Retail Outlets

Family Stores

Distribution Model

Footwear Showrooms

Kids Wear Showrooms

All present showrooms under franchisee models. Exclusive outlets for Liverpool and Barcelona for distribution of Menswear and accessories and recently entered women wear. Presently 251 outlets under Liverpool and 240 outlets under Barcelona. Presently has 2 foreign branches and proposes to increase to 12 by March 2010 and 42 by March 2011.

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4. RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem, formulating a hypothesis, collecting the facts or data, analyzing the fact and reaching certain conclusion either in the form of solutions towards the concerned problems. Thus methodology not only talks about the research methods but also consider the logic behind the method we use behind the context of our research study.

Defining the research problem

Review about the concept of project

Sample designing

Collection of data through structured questionnaire

Analysis of data

Interpretation and report writing

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4.2 RESEARCH OBJECTIVE

Primary Objectives
To know the awareness among the prospect consumers of brand Liverpool. To know the effectiveness of advertising done by Liverpool. To know the brand image of Liverpool and measure it.

Secondary Objectives
To know the consumers attitude towards Liverpool as a brand. To draw opinions from consumer about the brand on attributes like showroom To identify the consumers expectation from Liverpool. To identify the Liverpools position on attributes like modernity, professionalism. To know the best preferred product of Liverpool.

ambience, locations.

4.3 RESEARCH DESIGN

Research designed to assist to the decision maker in determining, evaluating and selecting the best course of action to take in a given situation. Research design is the basic plan. This guides the data collection and analysis phases of the project. It is the frame work. Which specifies the type of information to be collected the sources of data collection procedure. As per words of kellinger A research design is a plan, structure and strategy of the investigation conceived so as to obtain answer to research questions and to control variances. TYPES OF RESEARCH DESIGN There are main two types of research design. Exploratory conclusive

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In conclusive research designs I have used Descriptive research and also used cross sectional in research project because find out conclusion and the information are collected from the respondents only once. Cross sectional design give us the present picture of the situation at a given point of time.

4.4 DATA SOURCE

Data is the information collected from various sources. It is concerned with gather accurate and proper knowledge about the problem that is in hand. Formally there are 2 types of gathering information namely primary data and secondary data.

Primary Data: Data is collected to obtain desired information through structured questionnaire. Secondary Data: It is compiled through books, magazines, newspapers and internet etc

The primary data in the project is collected from the customers by directly contacting them. The targeted respondents were of two different areas namely Ahmedabad and Kadi. Respondents were Contacted and put forward towards the questions that were in the questionnaire, their feedback was noted down & from that information was collected. And secondary data is the data which is the secondary data used in the project was collected from the company web sites. Relevant information was picked up from Marketing Management by Phillip Kotler. Internet was also used in order to gain some information pertaining to competitors and company background.

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4.5 RESEARCH APPROACH

Process Involved
The survey was conducted in a concealed manner by formulating a detailed questionnaire containing multiple close ended questions. For the purpose of evaluation & analysis, the following types of questions were incorporated into the questionnaire:

Multi-select multiple choice Single select, multiple choice Likert scale Ranking method

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4.6 RESEARCH INSTRUMENT

QUESTIONNAIRE
A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case.

Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data. However, such standardized answers may frustrate users. Questionnaires are also sharply limited by the fact that respondents must be able to read the questions and respond to them. Thus, for some demographic groups conducting a survey by questionnaire may not be practical.

In the marketing research survey conducted by me the instrument used is a questionnaire. Questions were asked from it and information was duly collected.

4.7 SAMPLE SIZE

A sample size of 150 was taken in order to carry the study.

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4.8 SAMPLING METHODS

In statistics and survey methodology, sampling is concerned with the selection of a subset of individuals from within a population to estimate characteristics of the whole population. Here Stratified sampling was used to collect the information for analysis. The location was parted in two different demographical strata, namely Ahmedabad and Kadi. Information was collected from both the stratum.

4.9 CONTACT METHOD

In the marketing research survey conducted by me the respondents were contacted personally and were requested to fill up the questionnaire. Questions were asked from it and information was duly collected either through pen and paper format or orally.

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5. ANALYSIS AND INTERPRETATION OF COLLECTED DATA

1. Are you aware with the brand LIVERPOOL RETAIL INDIA LIMITED?

Number of Respondents Yes No Total 150 10 160

% of Respondents 93.75 6.25 100

Interpretation:

Above diagram very clearly indicates that there are many people who are aware with the brand Liverpool, but still there are some who are not aware with the brand. So it can be said very clearly that company is lacking somewhere in creating awareness among its prospects. In diagram only 6% are not aware but this is even a great gap to fill.

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2.

Do you use products of LIVERPOOL?

Number of Respondents Yes No Total 94 56 150

% of Respondents 62.67 37.33 100

Interpretation:

Above diagram very clearly indicates that there are many people who havent still used the product from the brand Liverpool, so it can be said very truly that brand is still having some potential buyers who are needed to be tapped. Company has a still long way to go and have greater market coverage.

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Rate the following retail brand as per your familiarity with them.

Liverpool Wrangler Lee Flying machine

Provogue Levis Gas Ruff n Tuff (Rank from 1 to 8, 1=highest, 8= lowest)

Brand Liverpool Wrangler Lee Flying machine

Average Rank 4.1 2.1 2.2 3.8

Brand Provogue Levis Gas Ruff n Tuff

Average Rank 4.8 1.8 6.2 5.6

Interpretation:

Here we have taken average of the ranking given by respondents to the corresponding brands. The brand having minimum value of average has a maximum familiarity to the respondents, and same is applicable in reverse too. The brand with maximum average has a lowest familiarity. Here in my research respondents has given maximum familiarity rank to Levis i.e. 1.8 and least to Gas i.e. 6.2. For Liverpool the average familiarity rank which came out to be is 4.1. This indicates that Liverpool is not as popular as some other brands, but it is not having a too less popularity also. It has a moderate level of popularity and thus it is expected from company that it takes steps to increase the popularity and awareness regarding the brand.

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4
awareness?

Is the advertising campaign done by Liverpool effective enough for creating Mass

Number of Respondents Yes No Total 53 97 150

% of Respondents 35.33 64.67 100

Interpretation:

Among 150 respondents 97 respondents which mean 64.67% of respondents think that the advertisement campaign done by Liverpool is not effective enough for creating mass awareness. So the company should put more efforts and work hard towards creating mass awareness. As it is very true that, the brand who has largest awareness has the highest capability to stand in the market.

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Give your Opinion for Liverpool on following scales. (1= highly agree 5= Highly Disagree) a) It is a reputable brand.

Column1 1 (Highly agree) 2 (Partially agreed) 3 (Indecisive) 4 (Partially Disagree) 5 (Strongly Disagree) Total

Number of Respondents 42 48 9 36 15 150

% of Respondents 0.28 0.32 0.06 0.24 0.1 1

Total Point 42 96 27 144 75 384

Average

2.56

10% 24%

28%

1 (Very Effective) 2 (Partially Effective) 3 (Hardly Effective)

6% 32%

4 (Ineffective) 5 (Indecisive)

Interpretation: Above diagram states that majority of respondents think that Liverpool is a reputable brand. Nearly one third respondents agree to the fact that Liverpool is a reputable brand. While still there are nearly one third who disagree the same statement. So here there is a condition of a see saw which the brand needs to stabilize. 24 N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.

b) Showroom Ambience is pleasing.

Column1 1 (Highly agree) 2 (Partially agreed) 3 (Indecisive) 4 (Partially Disagree) 5 (Strongly Disagree) Total

Number of Respondents 54 63 12 15 6 150

% of Respondents 0.36 0.42 0.08 0.1 0.04 1

Total Point 54 126 36 60 30 306

Average

2.04

10% 8%

4% 36% 1 (Very Effective) 2 (Partially Effective) 3 (Hardly Effective)

42%

4 (Ineffective) 5 (Indecisive)

Interpretation: Very clearly it can be concluded that the showroom ambience of Liverpool is pleasing. It is said in marketing that a pleased customer is an asset and here the brand is doing the same. It is trying to deliver more value to customer through its pleasing showroom ambience.

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c) Showroom Locations are well selected.

Column1 1 (Highly agree) 2 (Partially agreed) 3 (Indecisive) 4 (Partially Disagree) 5 (Strongly Disagree) Total

Number of Respondents 63 48 9 24 6 150

% of Respondents 0.42 0.32 0.06 0.16 0.04 1

Total Point 63 96 27 96 30 312

Average

2.08

16% 6%

4% 42% 1 (Very Effective) 2 (Partially Effective) 3 (Hardly Effective)

32%

4 (Ineffective) 5 (Indecisive)

Interpretation: Very clearly it can be concluded that the showroom location of Liverpool are well selected. Marketing concepts explain us that the most easily reachable things get sold faster and here the brand is doing the same. Liverpool has very well selected the location for selling its goods faster.

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Rate Liverpool for its advertising effectiveness. (1=very effective 5=very ineffective)

Column1 1 (Very Effective) 2 (Partially Effective)

Number of Respondents 27 48

% of Respondents 0.18 0.32 0.08 0.34 0.08 1

Total Point 27 96 36 204 60 423

3 (Hardly Effective) 12 4 (Ineffective) 51 5 (Indecisive) 12 Total 150

Average

2.82

8% 34%

18%

1 (Very Effective) 2 (Partially Effective) 32% 5 (Hardly Effective) 4 (Ineffective) 3 (Indecisive)

8%

Interpretation:

Here again there is a condition of indecisiveness. Nearly 50% of people agree that advertising is effective and 40% reject the statement. So again there is good data that says companys advertising skill is lacking somewhere. Because the rejecting % of respondents is very big and thus it maters a lot for the company.

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7.

Where do you find the maximum presence of advertising of Liverpool?

Hoarding Radios Magazines

Television Newspapers Internet

Number of Respondents Hoarding Radio Magazine Television Newspaper Internet Total 51 2 27 0 64 6 150

% of Respondents 0.34 0.01 0.18 0.00 0.43 0.04 1.00

4% 34% 43% Hoarding Radio Magazine Television 18% 1% 0% Newspaper Internet

Interpretation:

As per above diagram print media is the marketing tool which company uses. There are very few respondents whose conclusion does not match. Here for company it is suggested that it should also jump into audio and audiovisual advertising market.

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8. a).

What is your opinion for Liverpool on following attributes?

Well known

unknown

Column1 1 (Highly agree) 2 (Partially agreed) 3 (Indecisive) 4 (Partially Disagree) 5 (Strongly Disagree) Total

Number of Respondents 33 45 3 42 27 150

% of Respondents 22 30 2 28 18 100

Total Point 33 90 9 168 135 435

Average

2.9

18%

22% 1 (Highly agree) 2 (Partially agreed)

28% 30%

3 (Indecisive) 4 (Partially Disagree) 5 (Strongly Disagree)

2%

Interpretation: The above table indicates that there is a state of indecisiveness. Respondents average marking show that Liverpool is moderately known brand. This shows that consumers are less aware with the brand.

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b).

Modern

Old fashioned

Column1 1 (Highly agree) 2 (Partially agreed) 3 (Indecisive) 4 (Partially Disagree) 5 (Strongly Disagree) Total

Number of Respondents 57 66 9 15 3 150

% of Respondents 38 44 6 10 2 100

Total Point 57 132 27 60 15 291

Average

1.94

2% 6% 10% 38% 1 (Highly agree) 2 (Partially agreed) 3 (Indecisive) 44% 4 (Partially Disagree) 5 (Strongly Disagree)

Interpretation: The Average 1.94 is near to partially agreed section, which says that Liverpool is being agreed as modern brand. That says that consumers pursue Liverpool as a Modern which is a good

indicator for the brand.

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c).

Professional

Unprofessional

Column1 1 (Highly agree) 2 (Partially agreed) 3 (Indecisive) 4 (Partially Disagree) 5 (Strongly Disagree) Total

Number of Respondents 57 54 6 21 12 150

% of Respondents 38 36 4 14 8 100

Total Point 57 108 18 84 60 327

Average

2.18

8% 14% 4% 38% 1 (Highly agree) 2 (Partially agreed) 3 (Indecisive) 36% 4 (Partially Disagree) 5 (Strongly Disagree)

Interpretation: Here the average is near to the section of partially agree which means that respondents agree that Liverpool is a professional brand. That is to say that it has a good collection of formal wear clothes. This is also a good indicator for the company.

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9.

What of the following do you consider the Liverpools Best Product?

Formal Shirts T-Shirts

Funky shirts Jeans

Number of Respondents Formal Shirts T-Shirts Funky shirts Jeans Total 57 48 24 21 150

% of Respondents 0.38 0.32 0.16 0.14 1.00

14% 16% 38% Formal Shirts T-Shirts Funky shirts 32% Jeans

Interpretation:

Majority of respondents say that formal Shirts and T shirts are the best products of the brand. So it can be said very clearly that this segments are the strength of company. Liverpool should strengthen them further and also try to strengthen its other product segments as they are necessary for diversification.

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10.

Do you believe Liverpool as one of the best retail brand?

Number of Respondents Yes No Total 57 93 150

% of Respondents 0.38 0.62 1

38%

62%

Yes No

Interpretation: There are very less respondents who agree to the statement that Liverpool is the best retail brand. 38% is a very less proportion in this respect. So the company should find out what makes a best retail brand in customers mind and should make up to that space.

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11.

From the below listed Retail Brand select the best according to you on the basis of

market awareness in your region?

Column1 Liverpool Wrangler Lee Flying machine Provogue Levis Gas Ruff n Tuff Total

Number of Respondents 18 30 27 9 24 33.00 0.00 9.00 150

% of Respondents 0.12 0.20 0.18 0.06 0.16 0.22 0.00 0.06 1.00

0% 6% 22% 20% 12%

Liverpool Wrangler Lee Flying machine

16% 6% 18%

Provogue Levis Gas Ruff n Tuff

Interpretation: In previous diagram it is seen that only 12% of respondents feel that Liverpool is a best retail brand in terms of market awareness. While many are seen to shift on the side of Wrangler and Levis, and thus it is very true to state that Liverpool still has a long way to travel towards the best retail brand in terms of market awareness. This directly means that there is still lot of awareness which is to be created.

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6. FINDINGS & SUGGESTIONS

FINDINGS

1.

Liverpool is the only Brand from Ahmadabad, infact from Gujarat

who has all over India retail presence in such a short span.
2.

Liverpool has good brand awareness in absolute terms but in relation

to other brands it still has a long way to go.

3.

The advertising campaign done by Liverpool is not effective enough

for creating Mass awareness.

4. 5. 6.

Liverpool has a good reputation in customers minds. Company showrooms location and ambience are appreciated. Customers agree that Liverpool is a modern brand who caters

the need of latest trends in apparels.

7.

The most appreciated product of Liverpool is Formal shirts.

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SUGGESTIONS

1. To increase the level of brand awareness Liverpool needs to take

some concrete efforts like increasing advertisement expenditures and locating showrooms to a better publically heavy location.

2. Liverpool Company should go aggressive in advertising and

promoting itself.

3. Liverpool Company should carry advertising in audio and visual

market too.

4. Company should give various promotional schemes to the

retailer which can help in more word of mouth to create awareness.

5. Company besides targeting young professionals should also try

to attract young non professionals.

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7. BIBLOGRAPHY
Sources:

1.

Personal interview by Questionnaire.

2.

Books of Marketing research Marketing research ( an applied orientation) By : Naresh k. Malhotra Marketing management By : Philip Kotler

MARKETING MANAGEMENT By : Phillip Kotler MANAGEMENT RESEARCH BY : David j. Luck

3.

WEBSITE: www. Liverpool retail India ltd.com

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