MAXWELL INDUSTRIES LIMITED

A
Project Report
On
To study the retailers perception towards VIP brand of hosiery in
North Gujarat Region

Submitted to,
N.R. Institute of Business Management
Ahmedabad .

Submitted by,
Alkesh soni (03097)
Bahelim Javed khan (03004)

N.R. Institute of Business Management, Ahmedabad .

MAXWELL INDUSTRIES LIMITED

0
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3
4
5

PROJECT PROFILE
1

Project Objective:

To study the retailers perception towards the VIP brand of hosiery (Maxwell industries ltd) in
North Gujarat Region.
7
8
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10
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12
13 Name of the Organization
Maxwell Industries Limited
14
15 Name of Project Guider
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19 Problem Statement
20
21 Sample Size
22
23 Survey Method
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Duration of Project
25
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Mr. R.C.Joshi
Mr. Bhupal Sharma
Mr. Mukesh Patel
Retailers Perception
100 Sample
Personal Interview survey Method
18th May to 18th July.

MAXWELL INDUSTRIES LIMITED

MAXWELL INDUSTRIES LIMITED

PREFACE

Experience makes a man perfect this is oldest and most popular proverb, which is experimental by
most of us in our daily life. It is the fact that however easy and lucid theory may be explained, it can
not teach any person fully the matters it purposes to teach without giving him real life experience.

In management institutions students are taught theories adds with care studies and group
discussions. In additions practical training is arranged to give him real life experience of the
classroom teaching. So the project consists, to study the retailer s perception towards different brands
of hosiery in North Gujarat Region. The research study consist of the detail finding of the retailers
perception satisfaction, innovative idea and many important information regarding to MAXWELL
INDUSTRIES LTD. (VIP brand) in North Gujarat Region.

MAXWELL INDUSTRIES LIMITED

ACKNOWLEDGEMENT

We would like to take this opportunity, to express our most sincere gratitude to Mr.R.C.JOSHI,
REGIONAL MANAGER, MAXWELL INDUSTRIES LIMITED for his assistant and support to
prepare my reports.

We would also like to thanks to Mr. BHUPAL SHRMA, ASE, MAXWELL INDUSTRIES LIMITED
for his assistant and support without which this project would not successfully completed. He
provides me all necessary data regarding Marketing Department.

We are heartily thankful Mr. MUKESH PATEL and Mr. LALIT CHOPRA for them support in
preparing this report.

We would also like to thanks to all faculty members of N.R. INSTITUTE OF BUSINESS
MANAGEMENT, AHMEDABAD.

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MAXWELL INDUSTRIES LIMITED

EXECUTIVE SUMMARY

MAIN OBJECTIVE
To study the retailers perception towards the VIP brand of hosiery (Maxwell industries ltd) in North
Gujarat Region.

SUB OBJECTIVE

To analyses the competitive position of the VIP brand in North Gujarat Region

To study the perception of the retailers to stock of different brands of hosiery vis--vis VIP
brand.

To study the different factors for success of hosiery brands.

To study the retailers satisfaction level in North Gujarat Region

To study the awareness of VIP brand in North Gujarat Region

To study the problem with VIP brand in North Gujarat Region

EXTENT TO STUDY

Try to understand the retailers perception towards the VIP brand of hosiery
Find out competitive position of VIP brand
To know the retailers satisfaction level in North Gujarat Region
To know the awareness of VIP brand in North Gujarat Region

MAXWELL INDUSTRIES LIMITED

III
LIMITATION OF STUDY

Time constraint.

Resources constraint.

Bias on part of respondents.

Retailers were hesitant in giving responses.

Inexperience on part of interviewers.

Limited area of study

SIGNIFICANCE AND NEED OF STUDY

Marketing Research is one of branch of Marketing Information System. Market means actual and
potential customers. Marketing research is the systematic and intelligent study of who, what, how,
where, and why of actual and potential buyers. Marketing research is preliminary concerned with
investigation, analysis and measurement of market demand.

RESEARCH METHODOLOGY

I have collected data from retailers of hosiery in North Gujarat Region. In terms of research, method,
the emphasis on direct questioning, quantitative data, their analysis and interpretation involves.

MAXWELL INDUSTRIES LIMITED

IV

FINDINGS AND RECOMMENDATION

On completion of our study, we have seen following findings which are mentioned below:

1. Which types of products retailers are selling

2. Awareness of VIP brand.
3.

Retailers satisfaction level and retailers perception towards different brands of hosiery vis-vis VIP brand.

4.

Factors for success of the brands in the region.

We have recommendation,
1. Launching of economy products to compete with competitors products.
2. To reduce price undercutting in this area and increasing advertisement in this area.

MAXWELL INDUSTRIES LIMITED

MAXWELL INDUSTRIES LIMITED

27
TABLE OF CONTENTS
Project Profile
Preface

Acknowledgement

II

Executive summary

III

1. Introduction of the company

2. Range of Products

3. Distribution Network

4. Awards

5. Research Methodology

Introduction
Objective of Study
Area of Study
Data Collection
a. Sample Size
b. Sample Unit
c. Sampling Procedure

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6
7
8
9

Communication Method

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Period of study
Data Analysis
Limitation of Study

11

6. Analysis and Interpretation

12

Interpretation of Retailers Response

Findings
Suggestions

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7. Conclusion

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8. Bibliography

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MAXWELL INDUSTRIES LIMITED

INTRODUCTION OF THE COMPANY

The innerwear Industry has come a long-way, thanks to Maxwell Industries Limited
(A VIP Group of Company).
VIP

has

created

brands

that

have

made

marketing

history.

Whats more they managed it in a category, which was dominated by the unorganized sector which
branded unbranded products. Today VIP brands are a force to reckon with.
Maxwell Industries Limited is one of the worlds largest innerwear manufacturer and marketers
commanding an impressive annual growth rate. It has to its credit six regional offices, three
production bases, state of the art technology right from developing cotton to making garments.
All this plus an extensive distribution set up spanning the length, breadth of the country.
The company through its dedicated research team constantly keeps in with current trends in the
market place & the consumers. This approach has let to various technological innovations resulting in
new product introduction/extensions.VIP has been positioned as a value for money, premium quality
brand having an aspiration

value.

The consumer is always treated as a VERY IMPORTANT PERSON and is the center of focus. The
company

has

and

will

always

give

the

consumer

the

very

best

and

VIP, the flagship brand of Maxwell Industries Ltd. has been selected, based on a national
1

survey conducted by ORG MARG a renowned market research agency and IMAGES - a

make

MAXWELL INDUSTRIES LIMITED

well known fashion magazine, as "The Most Admired No.1 Undergarment Brand" for two successive
years 2000 & 2001 respectively. MIL thanks all its valuable customers, distributors & retailers. The
VIP group also manufactures & markets the following well-known brands

Lingerie category:

LOVABLEIt

has

DAISY

The
wide

fashion
range

DEE

BRA

of

that
top

touches

quality

premium

comfort

the

heart.

end

bras.

Bra.

A value for money brand catering to the quality & price conscious
consumer
Premium

Innerwear RIVOLTA - Undress code for men. A premium end brand that portrays an

category:

international image.

Garment category:

LIVE-IN-JEANS - Keep them on, and on, and on LIVE-IN (Khakis,

chinos, cargoes.) Trousers - Meet your lighter side.

Footwear category:

VIP EXCEL SOCKS - For feet addicted to comfort. It has a wide range of
socks made from cotton, Lycra etc to match every consumer's need.

MAXWELL INDUSTRIES LIMITED

RANGE OF VIP PRODUCTS

They are made of 100% cotton. It is available in single jersey, rib and interlock fabrics. All the vests
consist of round neck (RN) and Round Neck with Sleeves (RNS). Only VIP leader vest is available in
white and colour. Rest all the vests are available only in white.

Brands

75cm/
32"

80cm/
32"

85cm/
34"

90cm/
36"

95cm/
38"

100cm/
40"

105cm/
42"

110cm/
44"

VIP Bonus
Premium
VIP Bonus
Classic
VIP Bonus
Knitshrunk
Premium
VIP Bonus
Knitshrunk
Classic
VIP Nawab
VIP Rosso
VIP Leader
(white)
VIP Leader
(Col)
Brands

45cm/ 18" 50cm/ 20" 55cm/ 22" 60cm/ 24" 65cm/ 26" 70cm/ 28"

VIP Bonus Junior

VIP Leader (Junior)

MAXWELL INDUSTRIES LIMITED

MAXWELL INDUSTRIES LIMITED

2000

2001

MAXWELL INDUSTRIES LIMITED

MAXWELL INDUSTRIES LIMITED

INTRODUCTION

The report is based on the data collected in summer 2004 to study the retailers perception
towards VIP brand (Maxwell industries ltd) of hosiery in North Gujarat region and its secondary
purpose is to identify competitive position of VIP brand in North Gujarat region as well as the scope
for the improvement in this territory.

OBJECTIVE OF STUDY

To study the retailers perception towards the VIP brand of hosiery (Maxwell industries ltd) in
North Gujarat Region.

To analyses the competitive position of the VIP brand in North Gujarat Region

To study the perception of the retailers to stock of different brands of hosiery vis--vis VIP brand.

To study the different factors for success of hosiery brands.

MAXWELL INDUSTRIES LIMITED

AREA OF STUDY

The project report entitled, to study the retailers' perception towards VIP brand of hosiery in North
Gujarat Region for our study we have classified North Gujarat Region in following format

NORTH GUJARAT

District
MAHESANA
PATAN
SABARKANTHA
BANASKANTHA

Cities
1.Mahesana
2.Visnagar
1.Patan
2.Unjha
1.Hima1tnagar
2.Idar
1.Palanpur
2.Disha

Samples
15
10
15
10
15
10
15
10

MAXWELL INDUSTRIES LIMITED

DATA COLLECTION

For the purpose of study of marketing research for the Maxwell industries in North Gujarat Region. In
this part we will review sample size, sampling procedure, and communication method etc.

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SAMPLE SIZE

The sample size used comprise of 100 samples unit that would be segregated as follows.

District
MAHESANA
PATAN
SABARKANTHA
BANASKANTHA

Cities
1.Mahesana
2.Visnagar
1.Patan
2.Unjha
1.Hima1tnagar
2.Idar
1.Palanpur
2.Disha

Samples
15
10
15
10
15
10
15
10

MAXWELL INDUSTRIES LIMITED

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SAMPLING UNIT

In our study, sampling unit was the retailers' in following cities,

0

Mahesana

Visnagar

Patan

Unjha

Idar

Himmatnagar

Palanpur

Disa.

We had asked different questions related to facts, attitudes and opinions towards VIP brand of hosiery.

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SAMPLING PROCEDURE

To know about the facts, attitude and opinion towards VIP brand of hosiery, we have used stratified
random sampling method.

MAXWELL INDUSTRIES LIMITED

COMMUNICATION METHOD

Method of obtaining specific data from the specified source has two general types
0

Observation method.

Communication method.

Communication method means obtaining information through questions. This media of

communication method are of three types.
0

Personal survey

Telephone survey

Mail survey

As sample was of 100 and we wanted to know much insight about the perception and attitudes of
retailers' in North Gujarat region. So we selected personal interviewing as method of survey.

PERIOD OF STUDY

This research with analyses, conclusion and recommendation will take 8 weeks in summer i.e. 18th
May to 18th July.

DATA ANALYSES
The primary analyses will be done through the use of the computerized statistical tools like;
0

Percentage analyses

Pie charts

Bar chart
3

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MAXWELL INDUSTRIES LIMITED

LIMITATION OF STUDY

Time constraint.

Resources constraint.

Bias on part of respondents.

Retailers were hesitant in giving responses.

10

Inexperience on part of interviewers.

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Limited area of study.

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MAXWELL INDUSTRIES LIMITED

DATA ANALYSES AND INTERPRETATION

TABLE-1

PARTICULARS
VIP
RANJIT
VICTORIA
RUPA
LUX
JOCKEY

90
80
70
60
50
40
30
20
10
0

AVAILABILITY (NORTH GUJARAT REGION)

YES
61
84
61
48
83
23

NO
39
16
39
52
17
77

%AVAILABILITY
61%
84%
61%
48%
83%
23%

VIP
RANJIT
VICTORIA
RUPA
LUX
JOCKEY
AVAILABLITY

Above table shows the availability of different brands in North Gujarat Region.

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MAXWELL INDUSTRIES LIMITED

From the above table we can say that the availability of the RANJIT and LUX is very high and they
hold the strong position in North Gujarat area.
VIP has 61% availability that shows that they dont have the as strong position as RANJIT and LUX
have.

Availability of the VIP brand in different districts is as follows

District
Mahesana
Patan
Sabar Kantha
Banas Kantha

% of availability
88%
28%
68%
64%

From the different district wise analysis we can say that VIP is strongest in Mahesana district and
company need to try hard in other districts of North Gujarat Region especially in Patan district where
they have only 28% availability.

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MAXWELL INDUSTRIES LIMITED

TABLE 2

FACTORS WHICH RETALERS CONSIDER IN STOCKING PRODUCT

PARTICULARS
QUALITY
PRICE
MARGIN
CUSTOMER

MAHESANA
24
22
8
13

PATAN
25
23
11
19

S.K
25
25
21
22

B.K
25
25
25
21

TOTAL
99
95
65
75

DEMAND
AVAILABILITY
SALES

3
2

6
4

9
12

8
10

26
28

PROMOTION
100
80

QUALITY
PRICE

60

MARGIN
40

CUSTOMER DEMAND
AVAILABILITY

20
0

SALES PROMOTION
FACTORS

From the above table we can see that about 99% of the retailers considers quality as one of the most
important factor for stocking the product of different brands.
About 95% of the retailers take price as one of the most important factor for stocking the product of
different brands.
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About 75% of the retailers consider the customer demand as one of the most important factor for
stocking the product of different brands.

MAXWELL INDUSTRIES LIMITED

Retailers do not emphasis more on factors like sales promotion in national media, availability etc.

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MAXWELL INDUSTRIES LIMITED

TABLE 3

ON THE BASIS OF QUALITY

PARTICULAR
VIP
RANJIT
VICTORIA
RUPA
LUX
JOCKEY

GOOD
74
72
58
31
78
76

AVERAGE
13
27
37
37
18
6

POOR
4
3
-

80
70
60

VIP
RANJIT
VICTORIA
RUPA
LUX
JOCKEY

50
40
30
20
10
0

GOOD

AVERAGE

POOR

The above table shows that ,74% of the retailers believes that the VIP have good quality, but still 4%
of the retailers believes that VIP do not give high quality product. And retailers also regard
RANJIT,LUX and JOCKEY as high quality products.
RUPA and VICTORIA are not considered as a good quality product and their image is not so good as
VIP, LUX and RANJIT and they are suffering from this fact .
Still some retailers are not satisfied with the quality VIP is providing in comparison with the jockey
product.
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TABLE4

ON THE BASIS OF PRICE

MAXWELL INDUSTRIES LIMITED

PARTICULARS
VIP
RANJIT
VICTORIA
RUPA
LUX
JOCKEY

VERY HIGH
12
1
1
43

HIGH
37
9
8
48
49
20

AVERAGE
33
80
79
34
41
1

LOW
2
2
-

From the table we can see that as per retailers belief the price of product of VIP is higher almost 49%
of the retailers take VIP products as a higher priced one.
RUPA, LUX and JOCKEY are also considered as higher priced products as we can see from the table
that all the three companies have rating as higher priced product more then 50% which is very high.
On the other hand, RANJIT and VICTORIA are the most economical brands as compared to other
companies, they have average rating of about 80% which is very good and that is why the RANJIT
and VICTORIA are the first choice of the price sensitive customers

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MAXWELL INDUSTRIES LIMITED

TABLE 5

ON BASIS OF MARGIN

Particulars
VIP
RANJIT
VICTORIA
RUPA
LUX
JOCKEY

VERY HIGH
1
2
3

HIGH
4
4
4
-

AVERAGE
35
36
33
30
29
16

LOW
52
48
50
53
50
20

ON BAS IS OF MARGIN
60

53
52
50 50
48

50

VIP
40

3536
33
3029

PERCENTAGE 30

RANJIT
VICTORIA
20

20

16

RUPA
LUX
JOCKEY

10
1

2 3

4 4

0
VERY HIGH

HIGH

AVERAGE

LOW

From the above table it is clear that all brands are giving same-low margin. And from this we can say
that retailers are not satisfied with margin.
As for as VIP brand is concerned, they are giving high margin but due to the problem of price
under cutting and customer demand of low price product so retailers are not able to get higher
marginFrom the survey we have come to know that almost all companies are giving margin between
10 to 15%
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TABLE 6

ON BASIS OF RETAILERS SCHEME

MAXWELL INDUSTRIES LIMITED

PARTICULARS
VIP
RANJIT
VICTORIA
RUPA
LUX
JOCKEY

HIGH
2
51
4
6
18
-

AVERAGE
62
29
60
53
62
10

LOW
33
15
14
25
10
35

RETAILERS SCHEME
70

62 60 62

60

53

51

VIP

50

RANJIT
40
PERCENTAGE
30

10

25

4 6

VICTORIA
RUPA
LUX

18

20

35

33

29

10

1514

10

JOCKEY

0
HIGH

AVERAGE

LOW

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From the above analysis we can say that RANJIT is the only company, which is giving higher
retailers scheme. Due to higher scheme retailer are being attracted towards RANJIT brand and they
are pushing RANJIT brand in the market. which clear that it encourage sales of RANJIT brand.
On the other hand brands like LUX, RUPA, VICTORIA and JOCKEY are not giving frequent
scheme.
For VIP we have found that they are giving scheme but not as much as RANJIT and also
problem with VIP, They are changing very frequently and from that many times retailers have to
suffer.

MAXWELL INDUSTRIES LIMITED

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MAXWELL INDUSTRIES LIMITED

TABLE 7

ON BASIS OF ADVERTISEMENT

PARTICULARS
VIP
RANJIT
VICTORIA
RUPA
LUX
JOCKEY

EX.HIGH
6
14
7
5
23
-

HIGH
18
53
31
18
46
2

AVERAGE
47
21
19
54
27
5

LOW
21
3
2
6
55

ADVETISEMENT
60

10

VIP
RANJIT

31

PERCENTAGE 30
20

47

46

50
40
23
14
6

18

55

54

53

2119

18

75

VICTORIA

27
21
5

RUPA
32

LUX
JOCKEY

0
EX.HIGH

HIGH

AVERAGE

LOW

From the above table we can say that LUX and RANJIT are spending well an advertisement and
which has seen that 69% and 67% of retailers fills that advertisement of LUX and RANJIT
respectively is high. On the other-hand retailers feel that the VIP is spending on only TV
advertisement. So we are suggesting that VIP should advertising locally by way of Wall Painting,
Banner, Hoardings, Bill Boards and Display Etc.
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From the various table, it has seen that almost all companys brand have same quality, margin,
product line etc. Only the difference lies in advertisement, the company, which has high
advertisement getting much more on demand than other company.

MAXWELL INDUSTRIES LIMITED

So we are suggesting increasing advertisement in North Gujarat Region. Which stimulate

demand of VIP brand product.

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MAXWELL INDUSTRIES LIMITED

MAXWELL INDUSTRIES LIMITED

AVAILABILITY

From the survey, we have found that every brand has good availability of product and retailers get
product whenever they want. We have seen that LUX and RANJIT have good market strategy and
sales persons are visiting retailers very regularly and convincing retailers to push their brand in
market.

As far as VIP brand is concerned retailers are not stock each and every product of VIP brand
and sales person are not visiting very regularly and some cases not visiting at all. so awareness in
retailers about the VIP brand is not as much as it should be, being the leader brand in the hosiery.

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MAXWELL INDUSTRIES LIMITED

TABLE 8

ON BASIS OF PRODUCT LINE

Particulars
VIP
RANJIT
VICTORIA
RUPA
LUX
JOCKEY

WIDE
60
60
38
26
76
15

AVERAGE
28
25
27
40
13
4

LOW
4
3
4
-

PRODUCT LINE
80
70
60
50
PERCENTAGE 40
30
20
10
0

76
6060

VIP
RANJIT
40

38

VICTORIA

28 27
25

26
15

RUPA
LUX

13
4

WIDE

AVERAGE

4 34

JOCKEY

LOW

From the analysis, we are found that the entire brand has wide product line however LUX and
RANJIT are introducing new product frequently. Although VIP have very wide product line but
dealers are not providing every product in retailers and so VIP is not getting much sales as it should
get. New addition to product line is not taking place and that is also back stepping sales.
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TABLE 9

PARTICULARS
VIP

SATISFACTION LEVEL

EX.SATISFIED
4

SATISFIED
64

DISSATISFIED
10

EX.DISSATISFIED
1

MAXWELL INDUSTRIES LIMITED

RANJIT
VICTORIA
RUPA
LUX
JOCKEY

14
4
3
15
1
VIP

21

71
44
47
72
8

4
15
20
5
25

EX.SATISFIED

2
1

RANJIT
11

SATISFIED

14
4

DISSATISFIED

1
10

EX.DISSATISFI
ED

64

71

DON'T SAY

LUX

EX.SATISFIED
15

SATISFIED
DISSATISFIED

72

EX.DISSATISFIE
D
DON'T SAY

From the above graph we have found that 85% of retailers are satisfied with LUX and RANJIT brand.
It is due to that overall performance of both brand like quality, price, advertisement, product line and
proper marketing. Although VIP is best in quality and durability however 68% of retailer are satisfied
with VIP brand due to performance of VIP brand an areas like marketing
25

Advertisement, price and new product introduction is not up to mark. so they are legging behind LUX
and RANJIT brand in retailers satisfaction level.

MAXWELL INDUSTRIES LIMITED

From the study, we also have found that social and cultural factor like customs, dressing habits,
psychology and behavior do affect sales of different brand in North Gujarat Region.

26

MAXWELL INDUSTRIES LIMITED

FINDINGS

About 61% retailers are selling VIP brand while 84%and 83% retailers are selling RANJIT
and LUX brands respectively. Availability is very much low in the Patan district i.e. 28%.

About 99% retailers consider quality is one of the most important factor in stocking of any
brand of hosiery while 95% retailers feels price also a important factor.

About 74% retailers feel that the quality of VIP brand is good while RANJIT, LUX and
JOCKEY brands are also with good quality.

About 49% retailers believe that the price of VIP brand is high, while 63% of retailers believe
that the price of Jockey brand. 80% retailers believe that the price of RANJIT and VICTORIA
brands are average.

Retailers feel that all company less or more giving same margin in between 10% to 15%.

About 62% retailers feel that retailers scheme of VIP and LUX brands are average while 51%
retailers say that retailers scheme of RANJIT is high.

About 47% retailers feel that advertisement of VIP brand is average while 67% and 69%
retailers feel that advertisement of RANJIT and LUX are high.

About 60% retailers feel that the product line of VIP and RANJIT are wide and 76% retailers
say that the product line of LUX is wide.

About 68% retailers are satisfied with VIP brand, while 85% and 87% retailers are satisfied
with brand RANJIT and LUX respectively

27

MAXWELL INDUSTRIES LIMITED

CONCLUSION

After research, we conclude that the retailers surveyed were quite sure that the quality of VIP brand
is extremely good and also satisfied with this brand however the other brand also have good quality
with average price, so if VIP launch a economic product with same quality then they can able to
capture higher market share and compete with competitors brands.

Finally company should increase the advertisement in local area through the wall painting, hoarding,
billboard etc. and also make sure that proper marketing in terms of salesman, which increase the
awareness of product as well as sale and also help in compete with other brands.

29

MAXWELL INDUSTRIES LIMITED

BIBLIOGRAPHY

31

Cooper, Donald R., Schindler, Pamela S., Business Research Method, New Delhi; Tata Mc

Grow-Hill Publishing Company Limited, 2004-843pp.

32

Beri, G.C., Marketing Research, New Delhi; Tata Mc Grow-Hill Publishing Company

Limited, 2000-474pp.

33

Luck, David J., Rubin, Ronald S., Marketing Research, New Delhi; Prentice-Hall of India

Private Limited, 2001-743pp.

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MAXWELL INDUSTRIES LIMITED