INFO
TABLE OF CONTENT
S. No TOPICS Page. No
1 INTRODUCTION 5
2 SITUATION ANALYSIS 8
3 SWOT ANALYSIS 9
4 4’S OF MARKETING 10
5 BUILDING THE FOUNDATION 11
6 RESEARCH 12
7 CONSUMER BEHAVIOUR 14
8 PRODUCT STRATEGY 16
9 PRICE STRATEGY 18
10 FINANCIAL ANALYSIS 19
11 PROMOTIONAL STRATEGY 22
12 BIBLOGRAPHY 25
INTRODUCTION:
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Until the economic liberalization of Indian economy, the India Textile
Industry was predominantly unorganized industry. The opening up of
Indian economy post 1990s led to a stupendous growth of this industry.
India Textile Industry is one of the largest textile industries in the world.
Today, Indian economy is largely dependent on textile manufacturing
and exports. India earns around 27% of the foreign exchange from
exports of textiles. Further, India Textile Industry contributes about 14%
of the total industrial production of India. Furthermore, its contribution
to the gross domestic product of India is around 3% and the numbers are
steadily increasing. India Textile Industry involves around 35 million
workers directly.
The Ministry of Textiles under the Government of India has taken some
significant steps to arrest these problems. It has framed "The National
Textile Policy 2000" to address the aforesaid issues. This policy aims at
negating these problems and increasing the foreign exchange earnings to
the tune of US$ 50 billion by the year 2010. It includes rational road-
maps for the development and promotion of all the sectors involved
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directly or indirectly with the textile industry of India. Further, the
policy also envisages to bring the unorganized decentralized textile
sector (which accounts for 76% of textile production) at par with the
organized mill sector. Furthermore, the policy also aims at introducing
modern and efficient manufacturing machineries and techniques in the
Indian textile sector. The Textile and Garment industry are always
required and are one of the most sought industries. We would like to use
this opportunity for creating my own Brand and stores where high
quality designer Shirts will be sold. Our Survey found that Consumers
are looking for Branded Garment with high quality/good design/ at an
affordable Price. Thus we come out with my own Brand named “
HERMES”.
SITUATION ANALYSIS
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MARKET SUMMARY:
• We are targeting the age group of people more than 30 which has
more than 50% of our population.
• Hence our target group is sufficient for our long term objectives.
MARKET NEEDS:
• By our Survey we found that the People prefer Branded shirts with
good quality at less price and we also found that young people
prefer patch work in Branded shirts. Hence we are bringing all
their needs in the form of a new retail store called the HERMES .
MARKET TRENDS:
There will be always a trend for Textile in our Global market,
especially for branded Textile products because of change in
human life style and hence market always has scope on Textile,
hence we can adapt easily in the market for our long term
objectives.
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SWOT ANALYSIS:
STRENGTH:
• Targeted at the young hearted, middle, manager level and the
corporate people.
• The fabric of clothes is so good that it never shrinks or fades its
colour.
• The stylish look of the shirts and the special designed collar for the
tie wearing people.
• The stylish buttons at front pocket and at cuff.
• The patch work on the shirts which gives the young generation a
designer wear Look/Feel.
WEAKNESS:
• The people are not aware of the retail store/ brand / quality /design
of our brand “HERMES”.
OPPORTUNITIES:
• Can capture the economic buyers who look for high quality at an
affordable price.
• Can capture the market share with huge numbers.
• Can create awareness in the minds of people about our brand
“HERMES”.
• In future can come up with trousers and ladies wear.
THREATS:
• The non branded shirts in the market and the other brands.
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4P’S:
PRODUCT:
• The fabric/Trim specifications will be given to the designer so that
he could make the latest design and make use of the appropriate
trims/threads to be used for the shirts.
PLACE:
• Opening a boutique shop of our own brand.
• Our shirts will be put up in big shopping malls and big retail
stores.
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PROMOTION:
• Attractive Visual ads will be hoarded in and around the city to
create awareness of the brand and even ads will be published in
daily newspapers.
• To create awareness about our brand, the shirts will be put up in
multifaceted stores like LIFESTYLE, WESTSIDE, MEGAMART
etc at a later stages.
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RESEARCH
• Before starting a Design we do a survey to know on which class of
people will be interested in our product.
QUESTIONNAIRE
1, what type of materials you prefer in shirts& trousers?
o Lenin
o Cotton
o Polynosic
o Anyother
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3, what type of collar you need in a shirt
o Eton Collar
o Chinese collar
o Normal collar
o Any other
CONSUMER BEHAVIOR
• The consumer prefers the branded product with the good quality
and exact fit.
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• We target the corporate and middle income group buyers by the
market survey.
SEGMENTATION
• There are various segmentation in the garments made for the low
class, economic class and premium class people.
• Our shirts are for the economic class and young hearted buyers.
TARGETED CONSUMERS
• Targeted at the economic class people especially at the Sales
Executive people, managers and young hearted people.
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PRODUCT STRATEGY
PROCESS OF MANUFACTURING
PRODUCTION MANAGEMENT
• The fabric and Trim specification and their samples are given to
the designer for him to create something new.
• The designer designs the shirts, the design are like shirts with
embroidery, stripes and patch work.
• The Garments will be packed and kept ready on the delivery date
for final inspection before the Goods taken out of the factory.
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The brand name of our shirts and our retail store is going to be
“HERMES”
PRICING STRATEGY
• The price determination of the product is done based on the cost,
competition, orientation and the demand of the product.
• The cost of the production is done in such a way that it can make
the production cost as less as possible.
• The price of the product (i.e) Shirts is fixed by keeping the price of
the competitor’s products.
• As the demand increases the production also increases and the
price would be the same even the demand increases cause don’t
want to loose the loyalty of the consumers by reducing the price.
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• The price of the shirts is prized 15% above as per the production
cost.
FINANCIAL ANALYSIS
INVESTMENTS
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INITIAL INVESTMENT
NELSON (CEO) : Rs. 12,80,000/-
PROSHUNJEET (CMO)
SHOBAN (CFO)
FIXED EXPENSES/MONTH
Advance : Rs. 7,00,000/-
Rent : Rs. 82,000/-
Manager : Rs. 15,000/-
Staff Salaries 3 x 4500 : Rs. 13,500/-
Electricity : Rs. 25,000 /-
Telephone : Rs. 3,000/-
Postage/Stationery : Rs. 500/-
Transportation : Rs. 8,000/-
Adverstiment : Rs. 35000/-
Maintenance : Rs. 2,000/-
Security : Rs. 3,000/-
Raw materials : Rs. 1,25,000/-
Designer Salary : Rs. 25,000/-
Tailor : Rs. 13,000/-
TOTAL EXPENSE : Rs.10,50,000/-
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PLANT EXPENSE
SECOND 21 22 27 68300
THIRD 27 32 38 94875
FOURTH 35 43 47 122000
FIFTH 42 57 62 157550
SIXTH 51 64 69 179600
SEVENTH 62 74 80 210550
EIGHTH 70 85 97 246275
PROMOTIONAL STRATEGY
POSITIONING OFFERS:
• The offers are given during the festival seasons NEW YEAR.
• The price and the offer price are same in all our Product Selling
Areas.
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• The tag used during the sales are been put up below:
PLACEMENT STRATEGIES:
• Our shirts will be placed in our showroom first since we are new to
the market we can do the placement strategy according to that.
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• Managing Marketing Channels used are the direct marketing of
our brand product (i.e) shirts.
• Our shirts will be put up in reputed showrooms like LIFESTYLE,
in big shopping complex like SPENCERS, and our product will be
kept at the first rack in all the showrooms so that it attracts the
customers as they enter into the showroom.
• We use only the retailing not the wholesaling techniques for
selling our brand product.
DISTRIBUTION CHANNELS:
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• From the production unit the shirt goes to the quality assurance
people from there it comes to the showroom for the sales then
from the showroom the shirts are sold to the consumers.
BIBLOGRAPHY:
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