allen solly.docx

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Chapter-1INTRODUCTION


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INTRODUCTION TO ADITYA BIRLA

Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo Ltd, is one of

Indias fastest growing branded apparel companies and a premium lifestyle

player in the retail sector. After consolidating its market leadership with its

own brands, it introduced premier international labels, enabling Indian

consumers to buy the most prestigious global fashion wear and accessories

within the country.

The companys brand portfolio includes product lines that range from

affordable and mass-market to luxurious, high-end style and cater to every

age group, from children and youth to men and women. Madura Fashion &

Lifestyle is defined by its brands Louis Philippe, Van Heusen, Allen

Solly, Peter England and Peoplethat personify style, attitude, luxury and

comfort.


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Vision

To be a premium conglomerate building leadership in businesses and

creating value for all the stakeholders.

Mission

Investing in promising sectors

Building leadership in businesses

A platform to drive synergy of resources

Delivering best value to all the stakeholders

To be a responsible corporate citizen


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INTRODUCTION

All business operation revolves around customer satisfaction and

service, the main purpose of the business is to create a profitable market for

their products or service and hence to create a customer, god made men and

men made market. Marketing has a special significance in the modern

management of the business and industry and is one of the managerial

concepts unless it is properly understood and many of the business or

industrial enterprise will collapse or prove failure.

Over the years marketing has undergone a tremendous change both its

role and functions are forced to evolve new methods and techniques to deal

with the existing problem more efficiently.

The aim of the modern business is to satisfy the consumers and there

by earn profit the main interaction and aim is to prove quality products at

cheaper rates to customer with the rapidly increase in production of a wide

range of production. Marketing was assumed greater importance in recent

years. Thus, the marketing is creating and delivering of standard of living

to the society

In modern markets consumer is the king so a producers faith is

decided by the action of the consumer that is either buying the product or

rejecting it so producer tries hard to achieve to give competitive efficiently

over the other by adopting new technologies in production and production

measures.

Market is consumer oriented and starts with the determination of

consumer expectation and ends with their satisfaction marketing program


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starts from the product idea does not and until customer wants are

adequately satisfied.

The consumer taste differs and hence the forecast of changes,

marketing plan and program can be attained only by day to day reports

which involve present conditions and demand in the market only. Such

reports can help the marketer to attempt for the change and obtained the

desired goals.

Emergence of buyers market and increasing competitions demanded

continuous need for marketing research to ensure maximum consumer

satisfaction and repeated purchase and to lay down appropriate marketing

strategies to meet the competitive marketing strategies to meet competitions

to serve and growing competitive market. Marketing research has a bright

future in the natured economy. Marketers are called upon to anticipate

changes in the marketing environment involving opportunities link and

uncertainties. They are requested to forecast the direction and intensity ofthe future changes in the environment and there adjust their plans to meet

anticipated changing environments.

This project report offers detailer regarding marketing of Allen Solly

Jeans under Aditya Birla, Ludhiana.


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COMPANY

PROFILE


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COMPANY PROFILE

Introduction

Allen Solly was founded in 1744 by a company called William Hollin and

Co Ltd. The brand was purchased sometime in the 90's by a new company

called Madura Garments which was a part of Madura Coats. Madura Coats

was a big producer of threads.

The Vision Of Allen Solly: The company aimed to emerge as a brand which

was totally new and did not stick to conventions. Friday Dressing wasintroduced to give the company a stronghold. Initially the Indian markets

were not open to experimental apparel for men. Friday dressing by Allen

Solly gave Indian corporate a chance to transform their wardrobes. The new

formal wear was relaxed and not boring. The Aditya Birla Group took over

Allen Solly in 2001

Allen Solly created ripples in the Indian market by releasing new rules in

corporate dress code titled Friday Dressing. It trashed whites and greys

thereby making the corporate world a colourful and vibrant place.

Originating from the large portfolio of international brands of Coats Viyella-

UK, Allen Solly is targeted at young, contemporary corporate who was

ready to challenge conventions and create their own identity. Encouraged by

its progress, over the years the brand has evolved to achieve a high fashion

quotient and appeal through its exciting, fashionable merchandise and

aspiration imagery. Focus on accessories such as eyewear, watches and

women's bags; have added to the lifestyle quotient of the brand. There are

today more than 30 product categories to its portfolio.


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Introduction and History of the Firm:

Zaheers Fashion exclusive showroom of Allen Solly has been

incorporated on 12thJanuary 2011. It is located at Ganga Arcade B.H Road,

Bangalore.

The name of the firm is Zaheers Fashion Allen Solly

Showroom. Mr. Mohammed Zaheer is the franchisee. Mr. Mohammed

Zaheer is active and multitalented persons in business field. He has

experience in attracting the customers and improves the sales of the firm.

ALLEN SOLLY is the name which stands for branded and good quality

cloths and accessories.

In their showroom they deal with the Allen Solly, Friday dressing, and

Womens wear.

Capital Structure:

Capital is regarded as the life blood of the business enterprises

inefficient financial management paralysis the activity of the firm. Hence it

is essential that the finance function should be well organized in the firm.

Financial management refers to all those managerial activity that are

concerned with ascertainment of the finance.

Initially capital should be deposited the franchisee Zaheers Fashion

to the franchisor Allen Solly company before starting business.

There is an agreement between franchisee and franchisor about the

terms and conditions of the company, on that basis capital structure has been


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Organization Pattern:

Expenses are incurred by the firm monthly are shown below:

Particulars Amount(Rs)

Salaries:

Store manager

Rs.18,000

Assistant store Manager Rs.12,000

Sales man Rs.8,000

Helper Rs.4,000

Security Rs. 3,000

Electricity Rs. 5,000

Insurance Rs.15,000

Miscellaneous Rs.8,000

Shop rent Rs.25,000

Total Rs.98,000


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Firm Organization Structure

Area sales manager

Orders

Payments and inventory Franchisee owner

Cash and Inventory

Store manager

Staff

Training &

Development &

HR policies

salaries


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History - Allen Solly In India

Launched in India in 1993, Allen Solly brought about a completely new

concept to menswear in IndiaFriday Dressing. In the years that followed,

the brand, with its Anglo-American heritage, proved to be the most

innovative of the Madura Fashion & Lifestyle's brands. Today it is one of

India's most popular and easily recognized brands in the branded premium

apparel segment. Consumers understand it as a vibrant and upbeat work

wear brand. Allen Sollys recall with Friday Dressing is clearly the

strongest.

Convention is not a word that exists in the brand's vocabulary, and from the

beginning, the brand not only broke the rules of formal workplace dressing,

but also re-wrote them. The dull world of business dressing with its greys

and whites was shaken up by Allen Solly, which unapologetically added

vibrant dashes of color to its formal wear lines. The approach paid off,

spawning many imitators. Nevertheless, the unconventional, yet

unmistakable Allen Solly Man never lost his place in the spotlight.

AWARDS

Most Admired Brand - WomensWear IFA 2004 & 2005 & 2007

Most Admired BrandTrousers IFA 2005

Most Admired Brand - Smart Casuals IFA 2006

Objectives

Allen Solly is keen to tap into this large opportunity by strengthening

what its best known forFriday Dressing. Going forward, the brands


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Vision

The company aimed to emerge as a brand which was totally new and did not

stick to conventions.

Friday Dressing was introduced to give the company a strong old. Initially the

Indian markets were not open to experimental apparel for men.

Friday dressing by Allen Solly gave Indian corporate chance to transform

their wardrobes. The new formal wear was relaxed and not boring.

The brands vision is to lighten up the workplace through a whole new range

of preppy work casuals in bold colors, innovative fabric and young fits. Not

only do these garments individually brighten up the work environment, but

they also lend themselves to lateral coordination with each other, and the

impact of the sum is greater than the individual parts

Allen Solly, in keeping with the spirit of the brands core and legendary

Friday Dressing tagline, recently unveiled its new retail identity at its

Indira nagar store in Bangalore. The new identity takes inspiration from the

brands strong Nottingham heritage, which has been rendered in a very

modern and contemporary manner. Nottingham is Allen Sollys birthplace

and a city of stags.


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Brand Position

Allen Solly, which was launched in India in 1993, has proved to be the most

innovative brands of Madura Fashion & Lifestyle. Indias most popular and

easily recognized brand, Allen Solly with its Anglo-American heritage

introduced a completely new concept to menswear in India Friday

Dressing.

Allen Solly was the first brand in India to introduce Western wear for the

working women in 2002. Allen Solly is one of the most salient and best

distributed womens-wear brand in the country and we have aggressive

plans to strengthen the position.

Allen Solly was the first brand in India to introduce Western wear for the

working women in 2002. Ten years later, it launched Friday Dressing for the

young woman professional. It is a range of work-casuals that will redefine

work-wear for women in India. The range exudes sophistication, is chic,

fashionable and sufficiently casual while being work appropriate.

.


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This collection of summer dresses from Allen Solly is light weight,

comfortable and stylish with invariable floral designs. Enjoy the arrival of

summer with beautiful sun dresses or floral printed summer top that can be

paired with denim or shorts which gives you a sense of liberty and warmth.

Brighten up your day and be the head turner in a summer party at home by

flaunting the blue floral print dress or if you are planning a day out with your

friends a casual short sleeved pleated dress in liberty print will be the right

choice for you to look stunning.

So, ladies out there, gear up for the sunny season of style with Allen Solly.

Prices starting at Rs 1599/-

FUTURE PROSPECTS OF COMPANY

Popularizing Friday Dressing across India
http://giftbig.files.wordpress.com/2013/01/05-allen-solly-friday.jpg


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Allen Solly one of the four apparel brands from Madura Fashion and

Lifestyle is on an aggressive growth mode. Fashion and Lifestyle is the

branded apparel business of Aditya Birla Group. It has four readymade

apparel brands Louis Philippe, Van Heusen, Peter England and Allen

Solly. The former three brands sell mainly formal wear and Madura has

planned aggressive growth strategy for all three brands. This is in response

to growing consumer demand for branded apparel.

In Allen Solly, the company registered sales of Rs 500 crores at retail price

for the year ended March 2011. In the next three years, Madura wants to

double Allen Sollybrands revenue with a CAGR of 30 per cent. In the last

three years, the brands revenue has grown three times with a CAGR of 40

per cent. Allen Solly has created a niche since its launch in 1993 and suits

consumers who prefer a clothing range that falls between formal and casual

wear. Its womens range has also got tremendous response and the company

expects the growth of womens wear to outpace mens wear this year. Allen

Solly will also consider extending the brand portfolio to accessories such as

shoes and bags by 2012-13.

As a part of retail expansion, the company will add around 40-50 Allen

Solly stores in 2011-12 and touch 300 stores by 2012-13. The average store

size would be around 1,800 sq. ft. with a capital investment of Rs 40 lakh for

each store. The current ratio of company-owned and franchised stores stands

at about 70:30. Madura will invest around Rs 10 crores a year to launch new

stores. Allen Solly womens wear is currently available in around 70 stores

which would be increased by adding 25 womens only stores in next two

years.


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INTRODUCTION

Today, the brand appeals to that section of consumers who are young and

want to create their own world. Offering clothing that spans casual, work

and evening wear, the brand's personality is well-reflected through its 'My

World, My Way' campaign.

Allen Solly has several product innovations to its credit and loyal consumers

swear by the brands comfortable and fashionably-styled cotton trousers and

bright, colorful shirts.

The brand then went a step further, launching a collection of shirts and

trousers called 'The Uncrushables' a wrinkle-free wardrobe in an

unconventional 'solid' palette.

And the brand is not only for men. Allen Solly's nod to women in the

workforce came in 2001, when the brand came out with a line of women's

formal wear. A few years later, they rewrote their own rules again, by

bringing in their casual chic collection for women. Allen Solly's apparel is


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well known for its superior quality and it has consistently won industry

awards and consumer recognition for its clothing.

Allen Solly Products:

Allen Solly manufactures very comfortable cotton and linen half and full

sleeve shirts in solids of beautiful prints patterns like checks and stripes.

They come in attractive color combinations of white and yellow, blue, pink,

green and the list goes on.

Allen Solly T-shirts are available in half or full sleeves in vibrant colors

like orange, black, blue etc. The t-shirts are made of pure cotton.

Allen Solly Trousers are pure cotton varieties which have flat or pleated

fronts. Allen Solly is considered to be the brand that breaks all rules and

conventions of men's wear


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Shirts

Allen Solly boasts of the best brands

when it comes to shirts. Shopping for a

shirt for that special daybe it the first

day of work, a new job, a wedding or

just any other day come to Allen

Solly and enjoy unparalleled choice.

Trouser

A good pair of trousers is considered the

basis of great style. At Allen Solly, finding

the perfect pair of trousers is a breeze,

considering the wide variety of brands

available; trousers for every size and budget.

Denims

Allen Solly has an exciting range of

casual denims in great fits for the man

who knows how to unwind after a long

day. Our denims come with great cuts,

superb finish and excellent fits. With a

wide range of best-selling brands to

choose from, finding the perfect pair of

jeans was never this easy.


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elegantly styled, that they can easily traverse diverse life situations with

ease. Again the Allen Solly duplex-leather slip-ons are beautifully created

out of suede and leathertheyre just perfect to wear with business casuals.

So whether youre running a company, managing an important team, or a

high-flying artist; Allen Sollys Friday Dressing has something special for

you. Also if youre thinking of gifts over this New Year and the many

occasions coming up afterwards; this gift card from Allen Solly would be

perfect. Think about itis your son getting ready to fly abroad on business?

Is your brother looking for restocking wardrobe?Gift cards fromAllen Sollyshould be your answer.
http://www.giftbig.com/gift-cards.htmlhttp://allensollysurveys.com/HF2.jpghttp://www.giftbig.com/gift-cards.htmlhttp://allensollysurveys.com/HF2.jpghttp://allensollysurveys.com/HF2.jpghttp://www.giftbig.com/gift-cards.htmlhttp://allensollysurveys.com/HF2.jpghttp://www.giftbig.com/gift-cards.html


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Chapter2

CUSTOMER

SATISFACTION


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Satisfaction with the process also is important to consider when determining

customer satisfaction objectives. A customer who is unhappy with the

process might go to a competitor next time, even if she is happy with the

performance of the actual product. Process incorporates all actions involved

in researching and purchasing a product, but also with resolving issues after

the purchase.


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Chapter3

CUSTOMER

SATISFACTION IN

ALLEN SOLLY


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CHAPTER3

CUSTOMER SATISFACTION IN ALLEN SOLLY

As we concerned about the customer satisfaction of ALLEN SOLLY there

has a very good service for their customers that they can arrange the stock

for the customers for customers special request that is called as AIOS

ALL INDIA ONE STOCK is the inter store transfer system. Which is use

for any corporate order or on customers special request for any particular

article in which the store dont have size in their store?A very good service

which they are providing to their customers that is as follows:-

CRM-CUSTOMER RELATIONSHIP MANAGEMENT

Free membership program from ALLEN SOLLY to its customers. Anyone

buying Allen Solly merchandise can avail membership to my Solly. On

every purchase with Allen Solly customer can receive points after presenting

the card.

CRM-MY SOLLY BENEFITS

SILVER

On purchase of Rs100, customer will receive 3points that is equal to Rs3.

Receive enrollment discounts. Get special birthday gifts/bonuses.Exclusive preview to sales. Special invitations to my Solly members to

attend special Allen Solly events. Shop on anniversary and receive bonus

points. After being a member, if a customer shop for more than 12000 with

Allen Solly within 1 year, will automatically upgraded to version 2.0


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Customer Service:

The company will issue discounts for

all the products of the ALLEN SOLLY

twice in a year.

1. Allen Solly Provides Gift Cards to

the regular customers

2. If any defects found in the products

then it will be returned to the

franchisee or showrooms where

they purchase.

3.Nature of transactions in shop:

Payment can be made in the form

of cash and also card payment.

4. Showroom is fully equipped with

Air conditioners and music system.

5. Trail Room: Trail rooms are wellfurnished with full mirrors. The mirrors are hanged two sides.

6. Allen Solly showrooms running more than 450 outlets in India and

outside India there are situated.


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7. If the customer orders for any product it will be fulfilled within one

week.

8. Company is concentrating on mainly youths.

Marketing Mix:

Conceptual Analysis:

Marketing information is used to assess the situation in marketing

Planning. We have to select specific marketing targets in the form of Market

segments. Then for each segments of the market, combination of several

types of marketing activities will have to be formulated. They are required to

be coordinated in to a single marketing programmed so as to reach a

particular target or market segment. Such combination several marketing

methods are known as marketing mix.

Marketing mix is one of the key concepts in modern marketing

theory. A successful marketing mix strategy must have a marketing mix as

well as a target market for which the marketing mix is prepared.

The firm has to take decisions on the above-mentioned four ps,

Decisions on product (product)

Decisions on price

Decisions on place

Decisions on promotion

These four ingredients are very closely inner-related. The marketing

mix decisions constitute a large part of the Marketing management.

Marketing mix is not static. It is always changing according to changing

marketing conditions and also with the Change in environmental factors.


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Branding:

Branding is the major issue of product strategy. Branding means

naming a product for its identification and distinction. Branding decision isof crucial importance to the marketing strategy since the product will gain its

image and consumer loyalty in its brand name.

A brand is a name, term, sign, symbol, or design or combination of

them. It is the practice of giving a particular name to product or group of

products by manufacturer.

Reasons for branding:

It is the most powerful instrument of sales promotion due to the

following reasons:

Ever increasing competition.

Need for advertising and publicity.

Development for consumer brand-consciousness as a brand image in his

mind.

Packing:

Packing means the wrapping and crating of goods before they are

transported or stored. It is a process of covering. Wrapping or crating goods

into a package. . Packaging may be defined as the general groups of

activities in the planning of product. There activities concentrated onformulating a design of the package and producing an appropriate and

attractive container or wrapper for a product.


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Functions of packaging:

Packaging performs the following important functions:

Protection

Identification

Convenience

Attractiveness or promotional appeal

Dependability

Differentiation

Easy handling

Price mix:

Price is the exchange value of a product or service expressed in terms

of money. In other words, price is the money value of goods and services.

The price of a product or services is what the seller feels it worth, in terms of

money, to the buyer.Price is the one element of the marketing mixes that Produces

revenue. Price is the easiest marketing mix element to adjust. Price also

communicates to the market the companys intended value positioning of its

product or brand.

Price is the only objective criteria for the consumer for comparing

alternative items and marketing the final choice.

Importance of price:

Price is a matter of vital importance to both the buyer and the seller.

Price is the only element in the marketing mix, which produces, the other


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to use. Distribution includes all activities, which bring a product from the

factory into the hands of final consumer.

Channels of distribution:

The most common routes used for bringing the products in the market

from producer to consumer are as follows.

Manufacturer-Consumer channel

Manufacturer-Retailer-Ultimate consumer channel

Manufacturer-Wholesaler-Retailer-consumer channel

Manufacturer-Agent-Wholesaler-Retailer-Consumer channel

Manufacturer-Wholesaler-Consumer/User channel

Promotion mix:

Promotion is the process of marketing communication to inform,

perused, remind and influence consumer or users in favor of product or

service. Promotion is a form of communication with an additional element

of persuasion to accept ideas, products, and services and hence persuasive

Communication becomes the heart of promotion, the third elements of

marketing mix.

In marketing, effective communication is absolutely necessary even though

good product best package.


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Chapter-4

OBJECTIVES OF

THE STUDY


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CHAPTER-4

OBJECTIVES OF THE STUDY

Service quality plays an important role in the growth of any service industry.

Todays customer is more keen & aware of quality. The customer

satisfaction is directly related with the service quality whose main aim is to

fulfill the customer need from customer perspective. A thorough & complete

understanding of users requirement is the prime need to reduce the gap

between service provider & customer.

Two Main Objectives of studying the customer satisfaction is:-

To find the impact of customer service parameters on customer

satisfaction

To Develop a Customer Service Metric based Customer SatisfactionIndex

To analyze buying behavior of customers.

To study present markets situation of Allen Solly products.

To analyze the general problems of customers of Allen Solly.

To know the marketing attributes of Allen Solly.

To evaluating the nature of sample customers and this purchasingdecisions.

To take a brief study of readymade male garments.


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CHAPTER-5

RESEARCH METHODOLOGY

Research definition:

Research is careful inquiry or examination to discover new information and

relationship and to expand and to verify exiting knowledge, Research

always starts with questions or a problem. Its purpose is to find answer to

questions through the application of the scientific method. It is a systematic

and intensive study directed towards a more complete knowledge of the

subject studies

TYPES OF RESEARCH

a) Descriptive research & Analytical Research

b) Applied Research & Fundamental Research

c) Quantitative Research & Qualitative Research

d) Conceptual Research & Empirical Research

e) Other research categoriesSimulative Research, Laboratory Research,

Historical research, One Time Research, Longitudinal Research etc.

Descriptive Research

It includes survey & fact-finding enquiries of different kinds. Here

researcher has no control over variables. The researcher only reports that

what has happened & what are happening. Only method suitable for this

research is Survey Method.


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Analytical Research

Such type of research uses the available information as the base to make the

further critical evaluation.

Applied Research

Applied research implies for the action research.

This research is intended for finding some solution to the problem.

Fundamental Research

As its name indicates this type of research is made for performing the basic

or pure research. It is a theoretical research.

Quantitative Research is based on the measurement of some quantity or

amount. This can be done by i) Inferential Experimental approach or

ii) Simulation Approach.

Qualitative Research is concerned with the quality phenomenon. Conceptual

Research is related to some idea or theory or concept. Empirical Research is

based on experience or observation. It is database research also called as

Experimental Research. Here the researcher has full control over variables

under study. A best way is to test the given hypothesis.

SOURCES OF DATA

The sources of data collection methods are as follows.

a) Primary data :-The primary data is that which details we collect first

time from the market and also used first time in the research. We also

say that the information is first time in the research decision. To


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Sampling Method:-

A Stratified random sample is one where the population is divided in to

mutually exhaustive strata or sub-group and then simple random is selected

within each of strata on age groups, occupation etc. It may be noted that

stratification does not means absence of randomness. I use a simple random

sampling method.


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Table -1

Classification on the basis of different category of mens wearsthe most

Category of men's wear Respondents Percentage

Tailor made 20 20

Readymade 48 48

Both 32 32

Total 100 100

Graph-1

Graph showing the number of customers who wear different category of

mens wear the most

0

5

10

15

20

25

30

35

40

45

50

Tailor madeReadymade

Both

Respondents


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INTERPRETATION:

In the survey the consumer responded for tailor made garment category are

only 20, Those who responded for readymade category are 48 and those who

use both tailor-made and readymade garments are 32. The total number of

respondents is 100.

From the above table it is clear that the users of tailor-made garments

in Ludhiana city are only 20%. The users of ready-made garments are 48%

and in Ludhiana city only 32 % of the consumers prefer both tailor-made

and ready-made men's wear.

This is because they are of the opinion that readymade men's wear

costly when compared to tailor made garments.


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Table - 2

Classification on the basis of users of Jeans and the reason for their

purchase

Reason for purchase No. of Respondents Percentage

Latest fashion 28 28%

Easy Availability 26 26%

Easy to wear 19 19%

Better fittings 27 27%

Total 100 100%

Graph-2

Graph showing the users of readymade garments and the reasons for

their purchase

0

5

10

15

20

25

30

Latest fashionEasy

Availability Easy to wearBetter Fittings

28

26

19

27


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Interpretation:

These 100 respondents are asked for why they purchase Jeans. 28 of

them answered for latest fashion, 26 of them answered for easy availability,

19 respondents said easy to wear and for better fittings 27 persons are

responded.

The above table clears that in percentage, the reason wise buyers, 28

% latest fashion, 26 % for easy availability, 19 % for easy to wear, 27 % for

better fittings.

As per the table it is clear that there is wide scope for readymade

garments. If they are easily available to consumers the sales definitely

increases.


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Table -3

Classification on the basis of preferences of the customers towards

different texture

Type of texture No. of Respondents Percentage

Cotton 47 47%

Synthetic 16 16%

Both 37 37%

Total 100 100%

Graph-3

Graph showing the preferences of the towards different texture

Interpretation: A question pertaining to type of texture preferred was asked

to respondents and the information so got is analyzed. Where in 47 % prefer

cotton texture, 16 % wear synthetic and 37 % opt for both.

0

10

20

30

40

50

CottonSynthetic

Both

47

16

37

No. of Respondents

Cotton Synthetic Both


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Table - 4

Classification on the basis of the type of garments preferred by

respondents

Category of cloth No. of Respondents Percentage

Branded 56 56%

Unbranded 18 18%

Both 26 26%

Total 100 100%

Graph-4

Graph showing the type of garments preferred by respondents

Interpretation: The table shows the attitude and inclination of customers

regarding the branded, unbranded and both textile cloths, out of 100

respondents 56 of them responded for branded cloth, 18 of them unbranded

and remaining 26 of them responded for both categories of cloth.

0

10

20

30

40

50

60

Branded

Unbranded

Both

56

18 26


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Table-5

Classification on the basis of opinion about the price quoted by

Allen Solly

Particular No. of Respondents Percentage

Costly 15 30%

Fair 22 44%

Reasonable 13 26%

Cheap 0 0%

Total 50 100%

Graph-5

Graph showing opinion about the price quoted by Allen Solly

0

5

10

15

20

25

CostlyFair

Reasonable Cheap

15

22

13

0


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Interpretation:

Out of 100 respondents, 50 of them are the customers of Allen Solly:

They have responded regarding the price quoted by Allen Solly. As per the

survey 30 % of the respondents ticked for costly, 44% of them marked fair,

26 % opine that price quoted is reasonable and nobody says cheap.

So while pricing, Allen Solly has to take right method of pricing to improve

sales.

Therefore it can be concluded that out of total customers in Ludhiana only

50% of them are responded, who are the customers of Allen Solly

constituting 100 % in the above table.


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Table-6

Classification on the basis of the customer for Allen Solly Jeans and

reason for their purchases

Reason No. of Respondents Percentage

Good quality 20 40%

Good Colors 15 30%

Durability 11 22%

Special offers 4 8%

Total 50 100%

Graph-6

Graph showing the customers for Allen Solly jeans and reason for their

purchase

0

2

4

6

8

10

12

14

16

18

20

Good qualityGood Colors

DurabilitySpecial offers

20

15

11

4


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Interpretation:

The above tale clearly shows the percentage of uses of Allen Solly jeans.

According to survey, out of 100 respondents, only 50 are users Allen Solly

jeans.

They also provided the reasons for their purchase of Allen Solly jeans. 20 of

the customers constituting 40% buy Allen Solly jeans for good quality, 15 of

the customers constituting 30 % opine that they buy for the good colors, 11

respondents i.e.22% opt for durability and also 4 customers the same 8%

prefer for economical reasons.

From the surrey it is clear that Allen Solly jeans are quality Jeans.


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Classification on the basis of the non users of Allen Solly Jeans and the

reason behind that

Reason for not to purchase No. of Respondents Percentage

Poor quality 2 4%

No attraction colors 5 10%

High Price 28 56%

Non Durability 4 8%

Don't known cant say 11 22%

Total 50 100%.

Graph showing the non users of Allen Solly Jeans and the Reason

behind that

0

5

10

15

20

25

30

Poor qualityNo

attractioncolours

High PriceNon

Durability Don't

known cant

say

20% 50%

28%

40%11%

No. of Respondents

Poor quality No attraction colours High Price Non Durability Don't known cant say


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Interpretation:

The above table clears that around 50% i.e. majority of customer don't use

Allen Solly Jeans. They also give the reasons for that, 50 out of 2 respondent

just marked poor qualities; regarding attractive colors 5 persons are

disappointed. In the survey majority of respondents had opinion that Allen

Solly Jeans are too costly. Around 56% vote for high price. 4 respondents

say they do not use Allen Solly Jeans because of non durability. But 11

respondents constituting 22 % say they don't know the reason or can't say.

Probably most of them are unaware of that Jeans.

As the survey indicates it, better for the company to reduce the price of

Allen Solly Jeans.


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Interpretation:

Here in the above table overall monthly income group is expected. Most of

the respondents in Ludhiana belongs to the group of Rs. 20000-30000 i.e. 43

respondents.

Among Allen Solly Jeans users, both 10000-20000 groups are 27 and 16,

next place to buyers of below 10000 groups then with 17 respondents Above

30000 group.


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Table -8

Table showing the status of Allen Solly Jeans users

Status No. of Respondents Percentage

Student 28 56%

Businessman 8 16%

Employees 11 22%

Others 3 6%

Total 50 100%

Graph-8

Graph showing the status of Allen Solly Jeans users

Interpretation:

The status of the users of the Allen Solly Jeans is also collected to

know by whom it is used more. As per the survey this jeans is used about56% by the students. Employees using rate is 22%. Businessmen prefer 16%

and others use this jeans for 6%.

0

5

10

1520

25

30

Student 28%

Businessman 8% Employees 11%

Others 3%


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Table - 9

Table showing frequency of purchases of readymade garments by the

consumers

Particulars No. of Respondents Percentage

Frequently 54 54%

Festival Season 20 20%

Clearance sale 12 12%

Special offer 14 14%

Total 100 100%

Graph-9

Graph showing frequency of purchase of readymade garments by

customers

0

10

20

30

40

50

60

Frequently

Clearance saleSpecial offer

54

20

1214


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Interpretation:

As clothing is one of the basic requirements of every individual. How often

he purchases readymade garments was asked in the survey. 54% buys

frequently, 20% during some festival season, 12 % at clearance sale, and

14% on special occasions.

As it is stated above people buy cloths frequently. If better quality, attractive

colors, special offers and proper advertisement is made, the sales of

readymade garments would definitely increase.


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Table -10

Table showing the kinds of dress worn by the respondents

For regular

use

No. of

respondentsOn special occasions No. of respondents

Formals 35 Suits 40

Semi Casuals 49 Accessory 15

Fancy 16 Jeans-T-Shirts 45

Total 100 Total 100

Graph-10

Graph showing the kinds of dress worn by the respondents

a) For regular use

0

10

20

30

40

50

Formals

Semi CasualsFancy

Formals , 35%Semi Casuals ,

49%

Fancy23%


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b) On special occasions

Interpretation:

In fast growing city dresses of every individual has changed. He wontwear

same kind of dress for all time. As the time changes, the style also changes.

According to the above table in Ludhiana city for the regular use,

respondents give priority to formals i.e. 35%, 49 % prefer for casual wear,

23% are agreed for fancy wear.

But for special occasions, 45 respondents give priority to JeansT-shirts, 15

to Accessory and 40 Respondents for Suits.

In Ludhiana city there is no demand for designers wears. In future as it is

growing, designers wears may get the importance like in Bombay,

Bangalore, Delhi etc.

0

10

20

30

40

50

SuitsAccessory

Jeans - T-Shirts

Suits, 40%

Accessory15%

Jeans-T-Shirts 45%


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SUMMARY OF OBSERVATION:

The information collected and the survey conduct from this; it is clear

that, readymade garment growing popular everywhere.

So, the latest fashionable cloths must be kept in stock and the regular

advertisement in daily news paper is also necessary. The price still to be

reduced and the quality of the garment must be improved. The good quality

product must available with reasonable price. Many people feel that the

readymade garments are costly now it is the responsibility of the promoter to

convince the people at large.

The care should be taken to see that demands from all sections of

society are met good behavior with the consumers is one of the required

factor one should have proper skill to attract the customer; some people do

have much skill inherently. If required sufficient training becomes

necessary.


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Chapter-7

FINDINGS


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Findings:

The following are the summary of the survey findings:

As per the survey it is clear that one third of the customers do not use

readymade garments. So for the company it is important to concentrate

on that customer. It has to make them to use readymade men's wear

similarly it should satisfy the needs of the existing customers.

In the survey 26 % of the respondents use readymade Jeans for easy

availability. It defines the non availability of readymade garments in

Ludhiana. So, the companies have to open the range of shops which are

suitable for the customers.

In a growing city the Ludhiana, latest fashion has attracted many

customers so; product should be introduced to the market as per the need

of the customers.

There is a complaint against readymade garments that they are not

suitable to all i.e. one cannot get garments according to body fittings.

These problems should be studied carefully.

As per the survey conducted majority prefers for cotton wears as it is

comfort, but the users of synthetic wear are comparatively low. So, the

marketers of cotton wears can grab the market. It doesn't means they

should quit from synthetic clothes. They should take measures regarding

synthetic clothes too.

In Ludhiana city where most customer belong to middle and low income

group the demand for branded garments is as same as the demand for

unbranded garments. So both branded and unbranded men's wear moves

in a smooth manner.


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In Ludhiana city customer is just one fourth for the Allen Solly Jeans. It

has not reached many customers as it is most opted students and youth.

For the company, it will be helpful if it concentrate on those who do not

use Allen Solly Jeans

It is observed that Allen Solly Jeans are of good quality Jeans. But most

of the consumers are not satisfied with the color, durability and price of

the Jeans.

Some customers, who do not compromise with both quality and price of

Allen Solly Jeans, opine that price is very high. The company has to

concentrate all classes of the society in this regard.

Now Allen Solly Jeans are concentrating on class customers. If it wants

to increase the sales it should concentrate much on mass consumers.

Although the "Allen Solly showroom" is one of the famous shop for men,

women and kids wear it has not covered the entire customers of

Ludhiana. Only two third of the customer are aware of this shop. It shows

the lack of advertisement. The firm should concentrate on this aspect.

Majority of the customers of Allen Solly jeans are satisfied with the price

quoted by the Allen Solly company. But it should analyze the pricing

policy for the better sales.

However, some customer not satisfied. So promotional measures should

also be taken to improve the sales of branded garments.


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Chapter-8

LIMITATIONS OF

THE STUDY


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LIMITATIONS OF THE STUDY

Following are the limitations of this project report,

The main limitation of making this project is the time factor.

The survey does not cover entire Ludhiana Dist.

Much time was spent in explaining to the respondent about the real

purpose of survey.

Some of the respondents did not show the attitude in colleting the

information.

Some of the true information like;

a. Profile is made in brief and

b. Short information has been given relating to working capacity of

the firm.

The main limitation is that Allen Solly is taken for the study of marketingpurpose.


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SUGGESTIONS

Product:

Allen Solly jeans are the leading company in braded and designer

garments, and textile manufacturing of our country. It has earned a very

good name and popularity in the world of Allen Solly Jeans and shirts are

giving good results for them. Therefore almost every consumer is satisfied

with the results. The following are some of the suggestions for achieving

better performance of Allen Solly Jeans and increase the sales in the future:

The manufacturers have to put more efforts on maintaining and

improving the quality of Allen Solly Jeans. They should see that the

products manufactured are of good quality.

The Allen Solly is expected to increase its distributing channels and

should also keep supplying the goods in time required by the dealers

whatever they demand.

Inspire of its good quality. It is observed that the Allen Solly Jeans have

good popularity and there is a lot of demand in the market as compared

to others. Here some of the consumers do not purchase the Allen Solly

Jeans always, but only once in a way. So the manufacturer is required to

take proper promotional activities in order to popularize the product

through different advertisement media.

Dealers must take the responsibility if there is any small compliant from

the customers.


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Price:

The Allen Solly Jeans have got a very good image and have an

increasing demand. As there are number of competitors existing in the

market, the price becomes an important factor in order to increase the sales

and rise in demand. Allen Solly jeans are accepted by high, middle class and

rich people by majority. The middle class and low class people feel that the

price is relatively high but they also buy it once in the way. Therefore the

price of the product must be comparative so as to improve sales in the

competitive market.

The follow are some of the suggestions towards the price:

The cost of production should be curtained by increasing the production,

while implementing the cost, care must be taken such that quality of the

product is not affected adversely.

Here the middle class and low class people buy the product once in away, so proper care should be taken and the price should be lowered at

least to compensate them.

They must try to maintain the price stability as far as possible.

Pricing must be fair in order to create impulsive buying.

The marketing expenditure should be minimized.

However the high pricing strategy involved in this textile is mainly to

build up the image of the company.


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Promotion and distribution

Sales promotion is an important instrument lubricates the marketing

efforts. The promotional strategy taken up by the company is quite

satisfactory. The sales agents visit the dealers once in a while, this mainly to

assess dealers if any.

Thus, the general conditions of the promotion and distribution of

producers as well as dealers are quite satisfactory. There are some further

suggestions for improvements:

The proper sales promotional activities should be taken in order to

increase buying response by ultimate consumers and also to improve

market share of Allen Solly.

Attractive advertisement through all the media of advertising is very

necessary in order to increase the usage rate of present consumer and also

to meet the completion.

Promotional measures such as contents, price, coupons, and premium

should be attached to sales.

The dealer should improve the display of the product. So that the

consumers will be attracted towards the product. Also, the dealer should

highlight the product compared to other products.

Public relations have now become an important marketing function.

Effective marketing communication is not possible without establishing

and maintaining natural understanding between the company and its


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customers. A bright image of the product is created and maintained only

by public relations.

The marketing practitioner finds that the customer wants the delivery

of their products at right place, at the right time and in right quality. The

ingredients of marketing mix serve as product; price and promotion

constitute the first half of marketing.

The distribution logistic inputs are termed as the other half of the

marketing concept or customer oriented market planning. As for as the

distribution, manufacturers have got dense network of distribution. The

dealers are quite satisfactory about the general conditions of distribution of

products.


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Chapter-10

CONCLUSION


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CONCLUSION

The suggestions given here in this project report is based on the

suggestions and experience of customers to whom the product ultimately

reaches.

Customers satisfaction is the ultimate motto of every business.

Therefore orientation of marketing is entirely necessary for maintaining and

increasing the market share of any type of business. This can be achieved by

directly managerial, productive and marketing activities to awards

preference of the customers. For this achievement competitive efficiency

increases in quality, decrease in cost of production is essential.

In this present competitive market, the consumers have been described

as the "king". Thus it is very essential that every manufacturer should

manufacture those products and services that satisfy present needs of the

consumers. Consumersorientation is of immense importance for image for

creating and maintaining the brand image in the minds of the consumers.

Since the sales of textiles is being seasonal and due to some other technical

reason, the company could not reach its usual profit percentage.

It may be concluded that the suggestions arrived that after the survey

should be adopted by the readymade garment industry to achieve higher

benefit.

Further most of the respondents feel that readymade men's wear saves

time as customers are giving importance to latest design and better quality

clothes. The manufacturer of readymade men's wear has to adopt above

things.


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BIBLIOGRAPHY


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BIBLIOGRAPHY

Books:

Marketing Management - K.D Basava

Marketing ManagementSherlekar

Modern Marketing ManagementNair, Paul

Websites

www.//allenSolly.com

www.//madhra.adityabirla.com

http://www.madurafnl.com
http://www./allensolly.comhttp://www./allensolly.comhttp://www./madhra.adityabirla.comhttp://www./madhra.adityabirla.comhttp://www.madurafnl.com/http://www.madurafnl.com/http://www.madurafnl.com/http://www./madhra.adityabirla.comhttp://www./allensolly.com


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QUESTIONNAIRE


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QUESTIONNAIRE

Dear respondents,

I am student of final year MBA, GGNIVS, Ludhiana conducting a

market survey on readymade garments with reference to Allen Solly as a

part of my management course. I shall be grateful if you can spare a few

minutes to answer this questionnaire.

Name:

Address:

Age:

1820 years

2130 years

3140 years

Above 40 years

Sex

Male [ ]

Female [ ]

Marital Status:

Single [ ]

Married [ ]


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1) Which garments do you use more?

a) Tailor made ( )

b) Readymade ( )

c) Both ( )

2) Do you purchase branded Jeans?

Yes ( )

No ( )

If yes, why?

a) Latest fashion ( ) b) Easy availability ( )

c) Easy to wear ( ) d) Better fittings ( )

e) Not specified ( )

3) Which type of texture do you like most?

a) Cotton ( )

b) Synthetic ( )

c) Both ( )

4) Which category do you generally use most?

a) Branded ( )

b) Unbranded ( )

c) Both ( )


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5) What is your opinion about the price aspects of Allen Solly Jeans?

a) Costly ( )

b) Fair ( )

c) Reasonable ( )

d) Cheap ( )

6) Do you use Allen Solly Jeans?

Yes ( )

No ( )

If yes, why?

a) Good Quality ( )

b) Good colors ( )

c) Durability ( )

d) Special offers ( )

If No, why?

a) Poor Quality ( ) b) No attraction colors ( )

c) High price ( ) d) Non durability ( )

d) Dont know cant say ( )

7) Income Level:

Below 10000 ( )

10000 to 20000 ( )

20000 to 30000 ( )

Above 30000 ( )


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