Project Report

SMART

SMART

Search More Aggressively Retail Territories

Search More Aggressively Retail Territories

By By

Mayank Gupta(14010309!

Mayank Gupta(14010309!

SMART

SMART

Search More Aggressively Retail Territories

Search More Aggressively Retail Territories

By By

Mayank Gupta

Mayank Gupta

%n&er the gui&ance o'  %n&er the gui&ance o' 

S

Shhrri i RR..KK. . ChChaauuddhhaarryy DDrr. . SShhaaiilljja a AAggaarrwwaall C

CEEOO, , FFeerrrriinno o MMiizzzzoonnii AAssssoocciiaatte e rroo!!eessssoor  r   D

Doonneeaar r ""nndduussttrriiees s ##ii$$iitteedd ""MM%%, , &&hhaazziiaa''aadd

April " May #01$ April " May #01$

erti'icate o' Approval

erti'icate o' Approval

%he !ollowing Su$$er roject Re(ort titled )

%he !ollowing Su$$er roject Re(ort titled ) SMART (Search More Aggressively Retail TerritoriesSMART (Search More Aggressively Retail Territories) is) is here'y a((ro*ed as a certi!ied study in $anage$ent carried out and (resented in a $anner satis!actory to here'y a((ro*ed as a certi!ied study in $anage$ent carried out and (resented in a $anner satis!actory to warrant its acce(tance as a (rere+uisite !or the award o!

warrant its acce(tance as a (rere+uisite !or the award o! )ost*Gra&uate +iplo,a in Manage,ent)ost*Gra&uate +iplo,a in Manage,ent !or !or  which it has 'een su'$itted. "t is understood that 'y this a((ro*al the undersigned do not necessarily which it has 'een su'$itted. "t is understood that 'y this a((ro*al the undersigned do not necessarily endorse or a((ro*e any state$ent $ade, o(inion e(ressed or conclusion drawn therein 'ut a((ro*e the endorse or a((ro*e any state$ent $ade, o(inion e(ressed or conclusion drawn therein 'ut a((ro*e the Su$$er roject Re(ort only !or the

Su$$er roject Re(ort only !or the (ur(ose it is su'$itted.(ur(ose it is su'$itted.

Su$$er roject Re(ort Ea$ination Co$$ittee !or e*aluation o! Su$$er roject Re(ort Su$$er roject Re(ort Ea$ination Co$$ittee !or e*aluation o! Su$$er roject Re(ort

 -a$e

 -a$e SignatureSignature



. . FFaaccuulltty y EEaa$$iinneerr ///////////////////////////////////////////// / /////////////////////////////////////  /  

0. &

0. & Su$$eSu$$er r rojroject ect Co1coCo1coordiordinatornator //////////////////////////////////////////// // ///////////////////////////////////// / 

erti'icate 'ro, Su,,er )ro-ect Gui&es

erti'icate 'ro, Su,,er )ro-ect Gui&es

%his is to certi!y that

%his is to certi!y that Mr. Mayank GuptaMr. Mayank Gupta, a student o! the, a student o! the )ost*Gra&uate +iplo,a in Manage,ent/)ost*Gra&uate +iplo,a in Manage,ent/ has wor2ed under our guidance and su(er*ision. %his Su$$er roject Re(ort has the re+uisite standard has wor2ed under our guidance and su(er*ision. %his Su$$er roject Re(ort has the re+uisite standard and to the 'est o! our 2nowledge no (art o! it has 'een re(roduced !ro$ any other su$$er (roject, and to the 'est o! our 2nowledge no (art o! it has 'een re(roduced !ro$ any other su$$er (roject, $onogra(h, re(ort or 'oo2.

$onogra(h, re(ort or 'oo2.

D

Drr. . SShhaaiilljja a AAggaarrwwaall Mrr. M . RR..KK. . CChhaauuddhhaarryy A

Assssoocciiaatte e rroo!!eessssoorr CCEEOO, , FFeerrrriinno o MMiizzzzoonnii ""MM%%, , &&hhaazziiaa''aadd DDoonneeaar r ""nndduussttrriiees s ##ii$$iitteedd D

Daattee DDoonneeaarr33oouussee

4

4thth _{!loor, lot -o. A 5 67 !loor, lot -o. A 5 67}

Road -o. , M"DC, Andheri East Road -o. , M"DC, Andheri East Mu$'ai 1 87779: Mu$'ai 1 87779: Date Date

Abstract

Abstract

SMART

Search More Aggressively Retail Territories

%he (roject SMAR% ;Search More Aggressi*ely Retail %erritories< was ado(ted to !ind out (otential retail outlets which could stoc2 in and sell the (roducts o! Ferrino Mizzoni the (re$iu$ 'rand o! Donear. FM is an "talian 'rand which was recently ac+uired 'y Donear in order to (enetrate the (re$iu$ seg$ent o! the !a'rics $ar2et in "ndia. %he (roject was not only to !ind the retail territories !or FM 'ut also to (ro$ote the FM 'rand, (ro*ide (roduct in!or$ation and (ricing o! the (roduct at the retail sho(s *isited.

%he sco(e o! the (roject was to co*er 6 districts o! Rajasthan= Kota, Sawai Madho(ur, Karauli, >harat(ur and >undi. A total ?7 retail outlets and wholesalers were *isited during the sur*ey. %he (roject was to gauge whether the retail (otential could 'e ta((ed using the D%R ;Direct to Retail< (olicy.

%he sur*ey +uestionnaire techni+ue was used to as2 the +uestions to retailers. A(art !ro$ de$ogra(hic +uestions it had +uestions related to 'rands they stoc2 in, a'out the (rice range o! the stoc2 which is sold at the sho(. "t had a +uestion related to the sho( di$ension also, which was hel(!ul in gauging the

 (otential retailers. "! a retailer does not ha*e enough shel! s(ace he cannot (ro*ide shel! s(ace to FM. #ow sho( di$ension $eans that the retailer $ight not 'e a'le to stoc2 in FM as it would lead hi$ to sto( stoc2ing in other 'rands. %here was a se(arate *ery i$(ortant section re$ar2s in the +uestionnaire which would hel( in understanding the 'rand (re!erences o! the retailers as well as the custo$ers and the

reasons why they (re!er a (articular 'rand. %he (otential retailers were identi!ied a!ter the co$(letion o! the sur*ey, this was 'ased on certain (ara$eters li2e sho( di$ension, (rice 'and, 'rand (re!erence o! the retailer.

Fi*e districts o! Rajasthan= Kota, Sawai Madho(ur, Karauli, >harat(ur and >undi were sur*eyed.

"n!or$ation related to the 'rands they stoc2 in, +uantity o! stoc2 and (rice range were gathered. Di!!erent outlets stoc2 in di!!erent 'rands, di!!erent +uantity o! stoc2 and ha*e di!!erent (rice range. Mar2ets o! Sawai Madho(ur, Karauli and >undi were !ound to 'e $ore (rice sensiti*e than the $ar2ets o! Kota and >harat(ur. "n totality the $ar2et o! Rajasthan was !ound to 'e (rice sensiti*e. Retailers in Rajasthan used to stoc2 in the !a'rics o! Donear so$e 816 years 'ac2 when it was !a$ous there, since then the $ar2et share o! Donear has declined su'stantially. @ery !ew retailers ha*e awareness a'out Ferrino Mizzoni. FM is considering o! relaunching the 'rand in Rajasthan.

oly 1 @iscose and oly 5 ool are high in de$and in Rajasthan $ar2et. A nu$'er o! retailers were chosen as (otential custo$ers o! FM, this is 'ased on so$e criteria li2e= i! a retailer stoc2 in Ray$ond or Siyara$Bs he can stoc2 in FM also and (rice range o! the stoc2 should 'e $ore than Rs. 877$etre. %hese

retailers will 'e a((roached 'y the sales eecuti*es o! FM. %he sur*ey re(ort shows that there are so$e local 'rands also which are !a$ous 'ecause o! their low (rice range and good +uality !a'ric, >hilwara is one o! the$. #ocal wholesalers also (ush these local 'rands 'ecause o! the easy a*aila'ility o! the !a'rics and 'etter (ro!it $argin on these (roducts. FM should also target these wholesalers through 'etter

 (ro$otional sche$es.

%hough Donear is 2nown in the Rajasthan $ar2et 'ut it needs re1energize the 'rand through new ad*ertise$ents 'e it %@Cs, (rint $edia ad*ertise$ents. rint $edia ad*ertise$ents and (a$(hlets can hel( the 'rand in $a2ing o*er the 'rand i$age. %he !la*or o! the ad*ertise$ents should 'e e$otions and senti$ents 'ecause then the 'rand can easily connect "ndian $iddle and u((er class crowd. So$e

cele'rity endorse$ents can also hel( the 'rand. A(art !ro$ $ar2eting e!!orts, (ac2aging is an i$(ortant as(ect in Rajasthan tetile $ar2et. %hey can !ollow Siyara$Bs and (ro*ide 'etter (ac2aging to attract custo$ers. ac2aging is an as(ect which engenders trust in the 'rand. As stated a'o*e Donear is 2nown to the Rajasthan $ar2et and hence to ha*e the credi'ility with the 'rand FM they should carry the na$e o! Donear with it 'ut there is another side to it. Donear is not a (re$iu$ 'rand and (rice range o! its stoc2 is lower than that o! Ray$ond and Siyara$Bs and hence custo$ers $ay not (ercei*e it as a (re$iu$ 'rand.

A!ter sales ser*ices and distri'ution channels are also i$(ortant in Rajasthan $ar2et. holesalers in Kota and Karauli $ar2et (ointed out things a'out distri'ution channels. A(art !ro$ this they (ointed out a'out sche$es, they said Siyara$Bs (ro*ide 'etter o!!ers in co$(arison to FM. FM should increase the credit  (eriod so as to $a2e the 'rand $ore (ro!ita'le to wholesalers as well as the retailers. %he tetile $ar2et

Acknowledgement

" e(ress a dee( sense o! gratitude to Dr. Shailja Agarwal !or hel(ing $e to $a2e this (roject a

success!ul one. " got a chance to learn so$e 'asic and so$e new conce(ts o! sales and $ar2eting

under her $entorshi(. " was a'le to co$(lete this (roject success!ully under her guidance, where

" learnt how to deal with retailers and wholesalers due to her $entorshi( and guidance.

" also ac2nowledge $y industry $entor Mr. R.K. Chaudhary who is the CEO. Ferrino Mizzoni in

Donear "ndustries #i$ited. "t was his idea to na$e the (roject and $a2e it success!ul !or 'oth the

co$(any and $e. 3e led $e through out the duration o! the (roject whene*er " !elt heat. 3e

taught $e how to deal with retailers, what the distri'ution channel o! Donear is, how to

i$(le$ent di!!erent conce(ts in the (ractical world.

Donear "ndustries #i$ited ga*e $e a wonder!ul o((ortunity to (ursue the internshi( !ro$ there.

%he wor2 culture o! the co$(any is *ery $uch e$(loyee !riendly. Manage$ent and e$(loyees

always ac2nowledge each other, they always a((reciate othersB achie*e$ents. 3ence it was

 (leasure !or $e to wor2 under the Mu$'ai 'ranch o! Donear "ndustries #i$ited and learn

di!!erent conce(ts o! sales and $ar2eting. %his will surely 'e a great start o! 0

 _{year o! M>A}

Table of Contents

A'stract...6

Ac2nowledge$ent...?

#ist o! Figures...7

#ist o! %a'les...

#ist o! A''re*iations...0

 "ntroduction...:

. A'out Donear "ndustries #i$ited...:

0 >ac2ground to the (ro'le$...8

0. roducts...8

0.0 otential Custo$ers...6

0.: Distri'ution channels...6

: #iterature Re*iew...?

:. "ndian %etile "ndustry...?

8 Research ro'le$...9

8. Research Design...9

8.0 Sa$(le and Data Collection Method...9

8.: Sa$(ling %echni+ue...9

8.8 "nstru$ent...9

8.6 Areas !or Field @isits...07

6 Analysis...0

6. orterBs Fi*e Forces...0

6.0 SO% Analysis...0:

6.: Co$(etitor Analysis...08

 ri$ary Research...06

. Analysis o! the ri$ary Research Data...0

.. Collation o! the ri$ary Research Data...0

..0 Manual Data Filtering...0

..: >rand Distri'ution Cur*e 1 Rajasthan...0

..8 Cross %a'ulation...0?

..6 Cross %a'ulation Results...04

.. Analysis o! Cross %a'ulation Results...:

? #earning !ro$ Rajasthan Mar2et...:0

4 Reco$$endations...::

4. Mar2eting ;Ad*ertising<...::

4.. Social Media Mar2eting...::

4..0 %@ Co$$ercials...::

4..: rint Media...:6

4.0 ac2aging...:

4.: rice Rangeroduct Range...:?

4.8 >rand "$age o! DonearSe(aration o! Donear and FM...:?

9 Conclusion...:9

7 A((endi ...87

 Re!erences...8

List of Figures

Figure = Sil*assa lant...0

Figure 0= roduct Categories, Ferrino Mizzoni...:

Figure := Distri'ution Channels...8

Figure 8= "ndian %etile Mar2et Size...

Figure 6= "ndiaBs %etile and A((arel Sector...?

Figure = orterBs Fi*e Forces...07

Figure ?= SO% Analysis...00

Figure 4= >rand Distri'ution Cur*e...06

Figure 9= Mar2eting *s. >rand re!erence...0?

Figure 7= A!ter Sale Ser*ices *s. >rand re!erence...0?

Figure = ac2aging *s. >rand re!erence...04

Figure 0= rice Range *s. >rand re!erence...04

Figure := Distri'ution Channel *s. >rand re!erence...09

Figure 8= E$otions, Father and 2id...::

Figure 6= E$otions, Father and Daughter...:8

Figure = Cele'rity Endorse$ent...:6

Figure ?= rint Media Ad*ertise$ent...:

Figure 4= ac2aging used 'y Mistair...:?

%a'le = otential Custo$ers ;Ferrino Mizzoni<...8

%a'le 0= Cross %a'ulation Results... ...:7

List of Abbreviations

FM = Ferrino Mizzoni

D%R = Direct to Retail

1 Introduction

1.1 About Donear Industries Limited

Donear "ndustries #i$ited is a tetile 'usiness enter(rise, which (roduces !a'rics in "ndia. Donear was esta'lished in 9?? 'y Mr. @ishwanath Agarwal and within a *ery short s(an o! ti$e it 'eca$e a

household na$e in the "ndian tetile $ar2et. "t is one o! the to( three tetile $ar2et co$(anies in "ndia. "t creates a wide *ariety o! eotic Suitings, %rousers and Shirting !a'rics. "t (ri$arily caters to the $ediu$ and high inco$e grou( with high +uality !a'rics. %hese high +uality ingenious !a'rics are a*aila'le in *arious tetures, colors and designs. Donear "ndustries has achie*ed this (osition with the hel( o! their e*er e(anding sales networ2 o! agents, wholesalers and retailers which s(an to all the states and union territories o! "ndia.

Donear has a *ision to 'e one o! the largest tetile 'usiness enter(rise in "ndia. "t has a $ission to

esta'lish itsel! as one o! the 'est $anu!acturers, relia'le (roducer, ti$ely su((lier, catering to the needs o!  >0> 'usiness in "ndia and understanding  satis!ying the needs o! the end consu$ers. Donear industries has (lants in Sil*assa and Surat. %he Sil*assa (lant is in 9 acres and (roduces  $illion $etres o! !a'ric annually. "n this (lant they ha*e Guality control la'oratory to test raw $aterials, !inished (roducts etc.

igure 1 Silvassa )lant

Source=

All Wool

Suiting

Poly Wool

Suiting

Poly

Viscose

Suiting

 TR

Suiting

Cotton

Suiting

2 Background to te !roblem

%he su$$er internshi( is in HFerrino MizzoniI di*ision o! Donear "ndustries #i$ited. Ferrino Mizzoni was 'orn in 0778. "t is esta'lished as an international 'rand as it is an "talian 'rand. "t is catering to the high end consu$ers, it is 2nown as a !ashion and stylish 'rand o! oly wool, @ Suitings and Cotton Suitings.

FM has its *ision to 'eco$e the largest designer !a'ric (roducer o! 'est +uality in cottons and synthetics using world class technology and $ission to 'e an enter(rise synony$ous with great +uality and class through cutting edge technology.

2.1 "roducts

igure # )ro&uct ategories/ errino Mi22oni

%hough Ferrino Mizzoni was 'orn in 0778 yet it is not a household na$e in the tetile industry in "ndia. "t does not ha*e a 'rand i$age e+ui*alent to Ray$on, Siyara$Bs and neither has a *ery good sales networ2 across "ndia. %hough the sales and re*enues ha*e increased $any !olds in the (ast cou(le o! years yet it is nowhere close to the to( (layers o! the industry. %he $ajor concerns are the Ready$ade industry, recent di( in the tetile industry, 'rand i$age o! Donear as well as Ferrino Mizzoni in "ndian $ar2ets, wholesale and retail channels o! tetile industry and o! Donear and Ferrino Mizzoni to 'e s(eci!ic.

FM

Wholesalers

Agent

Agent

2.2 "otential Customers

&ender Male  a !ew (ercentage o! !e$ale

Age&rou( 06to67

"nco$e 6#a2hA'o*e

Tale 1 )otential usto,ers (errino Mi22oni!

%arget custo$ers o! FM are !ashion enthusiastic crowd who are either wor2ing (ro!essionals or high end  'usiness$en. %hese (eo(le co$e under the targeted inco$e grou(, they are ready to s(end !or good

+uality !a'ric. FM is a (re$iu$ 'rand and it targets tier, tier0 and tier: cities o! "ndia.

2.# Distribution cannels

igure 3 +istriution hannels

FM has two ty(es o! distri'ution channels=

. %his is through wholesalers to retailers and then to end consu$ers. "n this distri'ution channel there is an agent 'etween the co$(any and the wholesaler. %hese agents guarantee the credi'ility

o! the wholesaler and ensures on ti$e (ay$ents. %hese agents are hired 'y the co$(any, co$(any (ays co$$ission to the$ which ranges 'etween 0 to 6J. holesalers are 'ig cloth $erchants, they again sell goods to retailers, a!ter wholesaler and retailer $argin it reaches to the end consu$ers.

0. "n the 0nd _{ty(e o! distri'ution channel there is no wholesaler 'etween the co$(any and the}

retailers, though there are agents 'etween the$. %hey too are hired 'y the co$(any and ha*e co$$ission which ranges 'etween 0 to 6J. "n this the goods are sold directly to the retailers and then they reach to the end consu$ers. "n this distri'ution channel co$(anies can cut the

wholesaler $argins. Ferrino Mizzoni is trying to i$(le$ent this distri'ution channel and hence they are trying to identi!y the (otential retailers across "ndian states.

%he di( in the sales o! the tetile industry 'ecause o! the ready$ade clothing, (rice range o! the !a'rics, cost constraints and the 'rand i$age o! Donear as well as Ferrino Mizzoni are the reasons o! worry to the $anage$ent o! Donear and FM. %hey want to esta'lish a new distri'ution channel with 'ig retailers. %hey want to get the retailer as well as the custo$er (erce(tion regarding the $ar2eting and ad*ertising,  (ricing, distri'ution channels o! the tetile industry.

# Literature $eview

"ndiaBs tetile sector handso$ely contri'utes to the national econo$y. %he sector contri'utes 8J to the countryBs &D, it contri'utes :J to the total e(orts !ro$ "ndia and it contri'utes 8J to the industrial  (roduction o! "ndia. %he industry had e(ort earnings o! 8.6?'n in 07:18. %his industry is the 0nd

largest e$(loyer in "ndia a!ter agriculture. "t e$(loys $ore than 86$illion (eo(le directly and $ore than 7$n (eo(le indirectly. "ndia has 'eco$e the sourcing hu' !or this industry due to the a'undance o! cotton, wool, sil2, jute and the s2illed wor2!orce.

#.1 Indian Te%tile Industr&

According to a re(ort 'y %echno(a2 ad*isors the "ndian tetile industry is e(ected to grow to 00:'n 'y 070.

 Textile Market Size($bn ! "! #!! #"! !! "! !!% !#! !## !#&' !#'

igure 4 n&ian Te5tile Market Si2e

Source0

%he tetile and a((arel industry is e(ected to see *er y good growth senti$ents in e(orts as they are e(ected to 'e 6'n in 071?. %he total !a'ric (roduction in "ndia is e(ected to 'e so$ewhere around

0 "'e!. ;076, Fe'ruary<. %etile industry in "ndia. Retrie*ed !ro$

htt(=www.i'e!.orgindustrytetiles.as(

0'n s+uare $eters. %his growth is e(ected on the 'asis o! the FD" wa*e in "ndia, 77J FD" is allowed in the tetile industry in "ndia.

"n 070, a((arel had a $ar2et share o! 9J o! the o*erall $ar2et and tetile had the re$aining :J.

&% #

India's Te%tile and A!!arel sector()*

A))arel  Textile

igure $ n&ia6s Te5tile an& Apparel Sector

Source:

"n 070, Ready$ade gar$ents, cotton tetiles and $an1$ade tetiles are the largest contri'utors to the total tetile and a((arel e(ort. "ncrease in the cotton tetile e(ort was on the 'ac2 o! the *ery good  (roduction o! cotton yarn.

: "'e!. ;076, Fe'ruary<. %etile industry in "ndia. Retrie*ed !ro$

htt(=www.i'e!.orgindustrytetiles.as(

+ $esearc "roblem

• De*elo( dee(er insights into size and growth o! the "ndian tetile industry.

• "denti!y the $ain o'structions in the growth o! Donear as a co$(any and FM as a (re$iu$ 'rand

in the arena o! the "ndian tetile industry.

• "denti!y the *arious eisting distri'ution channels in the tetile industry and which one can hel(

FM to 'eco$e a well 2nown 'rand.

• Mar2et research to get to 2now the retailer as well as the custo$er (erce(tion o! the "ndian tetile

industry.

• Mar2et research to !ind $ore retail territories !or FM. • "denti!y the reasons which a!!ect the custo$er (erce(tion. • ro*ide reco$$endations to o*erco$e all the a'o*e issues.

+.1 $esearc Design

%he research study is e(loratory in nature. %hough Donear is *ery old to the tetile industry yet to start D%R we ha*e to collect secondary data as well as the (ri$ary data o! the retailers. Analysis o! the retailer as well as the custo$er (erce(tion o! the tetile industry and the D%R ser*ices re+uires !ieldwor2 to collect the (ri$ary data through sur*eys and secondary data analysis.

+.2 ,am!le and Data Collection -etod

As this study is the e(loratory research (ri$ary data was collected through a sur*ey. FM is trying to !ind out all the as(ects to e$(loy D%R in the tetile $ar2et. Mar2et research was conducted and hence three states were chosen to get the retailer data. "n1de(th inter*iews o! the retailers as well as so$e o! the wholesalers were conducted.

+.# ,am!ling Tecniue

Con*enience 'ased sa$(ling is the 'est in these conditions. Sa$(le size was large and was around 077 in each o! the three states. States were chosen 'ased on the data a*aila'le with the sales re(resentati*es o!

FM. Delhi was chosen as it is *ery well (enetrated $ar2et, Odisha was chosen as FM does not eist there and Rajasthan was chosen 'ecause FM and Donear are 2nown there.

+.+ Instrument

%he instru$ent ;"n1de(th "nter*iews or Guestionnaire< ai$s to !ind out the retailer as well as the custo$er   (erce(tion o! the tetile industry. %he (ri$ary ai$ o! the inter*iews were to !ind out the causes which are

constraints to $a2e FM a (re$iu$ 'rand. %hese constraints can 'e the $ar2eting strategy, ad*ertising,  (ricing, distri'ution channels, a!ter sales ser*ices, (ac2aging, co$(etitors, +uality o! the (roduct etc. %he

reasons are di!!erent in di!!erent regions o! "ndia. "n1de(th inter*iews o! retailers as well as the wholesalers were hel(!ul in !inding out these reasons.

+./ Areas for Field 0isits

%he !ield *isits were conducted in three states Rajasthan, Delhi and Odisha. %ier0 and tier: cities o! Rajasthan and Odisha were chosen along with the Delhi -CR area. %he !ield *isits were conducted in Kota, Sawai Madho(ur, Karauli, >undi and >harat(ur districts o! Rajasthan, &anja$, Khordha, and uri districts o! Odisha and Delhi, -oida and &hazia'ad. Around 077 sa$(les were ta2en in each state. "  (roduced the results o! the !ield *isits in Rajasthan area.

/ Anal&sis

"ndian tetile industry is +uite 'ig, it contri'utes 8J to the countryBs &D and e$(loys 86$n (eo(le directly and 7$n (eo(le indirectly. "t is a la'our and $achine intensi*e industry, raw $aterial is

 (rocured !ro$ *arious (arts o! the country to the !actories and yarn is (roduced there. Fro$ yarn, !a'ric is  (roduced in di!!erent !actories ;$ills<. Donear has its $ills in Sil*assa and Surat. %he gra(h o! (orterBs

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*argaining Po+er o,

Custo-ers

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Substitutes

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-D5$AT5

/.1 "orter6s Five Forces

igure  )orter6s ive orces

1. Bargaining )o7er o' Suppliers

FM has 61 yarn su((liers, they (roduce !a'rics !ro$ the yarn (rocured. As the nu$'er o! su((liers are 61, co$(any can 'argain on the (rice and +uality o! the yarn. "n case co$(any is not satis!ied with the ser*ices o! a (articular su((lier it can switch to so$e other su((lier as there are $any in the line. 3ence the 'argaining (ower o! the su((lier is low in the tetile industry. #. Bargaining )o7er o' the usto,er

Co$(anies li2e Ray$ond, Siyara$Bs, Mayur, OCM, Digja$, &rasi$, &ra*iera, Reid  %aylor etc. are a*aila'le in the $ar2et and are ready to (ro*ide !a'rics to the custo$er. "! a custo$er is not satis!ied with a (articular 'rand at a (articular (rice heshe can readily switch to a di!!erent  'rand. "n a $ar2et (lace where $ore 'rands are a*aila'le, 'argaining (ower o! a custo$er

increases $any !old. 3ence in the tetile industry 'argaining (ower o! a custo$er is high. 3. Threat o' Sustitutes

"n the tetile and !a'rics industry, ready$ade industry can 'e a su'stitute. -ow a days (eo(le 'uy ready$ade stu!!s $ore than the !a'rics. %here are so$e reasons 'ehind it= to (urchase !a'rics and then get the$ stitched is ti$e consu$ing and costly, one cannot chec2 loo2s and !itting, and as the window sho((ing is the trend (eo(le !irst chec2 stu!!s in $alls and then 'uy the$ online. 3ence threat o! su'stitutes is high to the tetile industry.

,trengt

0talian bran1s ha.e goo1 i-)ression in the -arket

0-)orte1 ,abric an1 2nish at econo-ic )rice

eakness

*ran1 is not being a1.ertise1

Market is not rece)ti.e to ne

!!ortunities

Co-bo )acks o, Ferrino Mizzoni coul1 i-)ro.e sales in rural areas

'stablishe1 an1 recognize1 retail counters are enthusiastic

Treats

*ran1s like Vi-al3 Siyara-s an1 4+alior

'xtensi.e 1istribution to +holesalers by o

4. o,petitive Rivalry

%here are $any co$(etitors in tetile $ar2et. Ray$ond and Siyara$Bs are at to(, rest co$es way a!ter the$. Ray$ond and Siyara$Bs are well 2nown 'rand all across "ndia. eo(le 'uy the$  'ecause o! their +uality and 'rand recall *alue. &rasi$, &ra*iera are doing well in north "ndia and

OCM, Digja$ are !a$ous in south "ndia. %hey all ha*e di!!erent $ar2eting strategy, (ricing strategy, distri'ution channels. As there are a nu$'er o! (layers in the tetile $ar2et in "ndia the co$(etition is high.

$. Threat o' 8e7 ntrants

%his is an industry which needs su!!icient a$ount o! ca(ital to set u( !actory and o!!ices across nation. "t needs set u( o! su((liers, wholesalers, dealers, agents and retailers to succeed. As the threshold ca(ital is large it see$s that threat o! new entrant is low, 'ut now a days so$e

co$(anies use their tag and (rocure raw $aterial and e*en !a'ric !ro$ other co$(anies and hence the threat o! a new entrant 'eco$es high.

/.2 ,T Anal&sis

SO% o! the co$(any shows that though FM has wea2ness on so$e !ronts 'eing an "talian 'rand is its strength.

igure : S;<T Analysis

SO% analysis o! the co$(any shows that (ro*iding i$(orted !a'ric at econo$ic (rice is a strength o! FM a(art !ro$ 'eing an "talian 'rand.

Donear as well as FM does not ad*ertise well in the $ar2et and hence custo$ers are not aware o! the  'rand. "! a custo$er is not aware o! a 'rand heshe will ne*er as2 !or it to a retailer. Mar2eting and

ad*ertising is *ery $uch needed 'y the co$(any to $a2e it *isi'le in the $ar2et. Ray$ond and Siyara$Bs are now ta2ing the 'ene!its o! their $ar2eting e!!orts.

As it is an "talian 'rand (eo(le who 2now a'out the 'rand are *ery enthusiastic a'out it. FM (ro*ides good +uality !a'ric at chea(er (rice. &enerally custo$ers in rural areas (re!er co$'o (ac2s to sa*e the$sel*es !ro$ the tension o! chosing the $atch hence FM can o!!er co$'o (ac2s in rural areas. >rands li2e @i$al, Siyara$Bs are !a$ous in Odisha while &rasi$ and &ra*iera are !a$ous in Rajasthan a(art !ro$ Ray$ond, these 'rands are increasing their $ar2et share through (ro(er distri'ution channels and good $ar2eting e!!orts. %hese 'rands can 'eco$e threats and hence FM should target $ar2eting and distri'ution channels.

/.# Com!etitor Anal&sis

L

&ood o!!ers to retailers and wholesalers such as

!oreign tri(s etc.

L

One o! the $ost e(ensi*e 'rands in the $ar2et

L

Aggressi*e ad*ertising ca$(aigns are the

reasons o! 'est 'rand i$age in the $ar2et

L

Cloth +uality does not $atter when the 'rand

Ray$ond

7 "rimar& $esearc

%he (ri$ary research was re+uired to get the retailer as well as the custo$er (erce(tion 'e!ore

i$(le$enting D%R ser*ices. %he goal o! the (ri$ary research was to get the !eed'ac2 o! the retailers regarding the $ar2eting and ad*ertising strategy, distri'ution channels, (ricing strategy, +uality o! the  (roduct, de$and o! the custo$ers, satis!actiondissatis!action with the a!ter sales ser*ices, (ac2aging etc.

%o (ro*ide a (lan or strategy to FM to enter into D%R $ar2et or hel( the$ regain their 'rand i$age ;Donear< it was re+uired to !irst get the !eed'ac2 o! the retailers and wholesalers. %he in1de(th inter*iews were conducted in this (ri$ary research which hel(ed to get to 2now the o!!erings o! the co$(etitors, their (ac2aging, sche$es to the retailers as well as to the wholesalers, +uality o! the (roduct etc.

Siyara$Bs

L

E(ensi*e 'rand

L

%hey (ro*ide good (ro!essional o!!ers and

sche$es to retailers

L

Easily a*aila'le at all wholesale and retail

counters

L

@ery good 'rand i$age 'ecause o! the

L

@ery !ew retail counters ha*e stoc2 

L

#ac2 o! *isi'ility has caused its etinction !ro$

the $ar2et

L

Al$ost all the retailers 2now the 'rand 'ut

$any ha*e issues

L

Co$'o (ac2s are good and are a*aila'le at so$e

Donear 

L

#ow (riced (roducts 5 !a$ous in (rice sensiti*e

$ar2et

L

Stoc2ed 'y al$ost e*ery retailer 

L

holesalers and retailers are ready to sell these

!a'rics as $argins are high and sales *olu$es

are high

L

>hilwara

ri$ary research was conducted with the hel( o! a sur*ey +uestionnaire which is shown in A((endi . %he sur*ey +uestionnaire consists o! !ollowing +uestions=

)ricing Strategy ricing is an i$(ortant as(ect in tetile industry. As FM is targeting custo$ers !ro$ tier0 and tier: cities also along with tier cities, it 'eco$es i$(ortant to 2ee( in $ind the cost to custo$ers. %hose retailers were identi!ied who stoc2 in the !a'rics o! the sa$e (rice 'and. As FM is targeting $ainly on suiting in co$(arison to shirting, (rice 'and o! suiting was

targeted.

Bran& )re'erence Co$(etitor analysis is always i$(ortant to these ty(e o! (ri$ary research. Guestions related to co$(etitors were as2ed. hich 'rand o! suiting is stoc2ed in 'y the retailer, why does he (re!er the (articular 'rand, does custo$er as2 !or a (articular 'rand, what $atters to the custo$ers= 'rand, +uality or (rice.

A7areness o' +onear an& M Guestions related to awareness o! Donear and Ferrino Mizzoni were also as2ed. Mar2eting o! a 'rand is the 'ac2 'one o! the tetile industry. "n so$e o! the sur*eyed (laces custo$er co$es with the 'rand na$e to the retailer. Custo$er can ne*er to a retailer with a 'rand na$e which heshe is not aware o!.

Re,arks Guestions related to distri'ution channels, (ac2aging, a!ter sales ser*ices, $ar2eting and ad*ertising (ro(ositions, discount sche$es to the retailer as well as to the wholesaler, (rice ranges and +uality o! the !a'ric etc. were as2ed. So$e o! the retailer and wholesalers (ro*ided genuine !eed'ac2 and ga*e so$e strategies to !ollow. %he +uestions consisted the (re!erence o!  'rands according to the retailer;with the (re!erence order<, according to retailer the reasons !or

hi$ to stoc2 in a (articular 'rand 'e it $ar2eting, a!ter sales ser*ices, (ac2aging, distri'ution channels, (rice range, color $atching etc.

7.1 Anal&sis of te "rimar& $esearc Data

7.1.1 Collation of te "rimar& $esearc Data

Res(onses o! the retailers and the wholesalers were collated in the !or$ o! an ecel. "n this ecel the (rice range o! the !a'rics they stoc2 in, awareness o! the Donear as well as FM, 'rand (re!erence, custo$er  (erce(tion regarding the $ar2eting strategy, (ricing strategy, distri'ution channels, a!ter sales ser*ices

according to the retailers were collated.

Re$ar2s o! the retailers and the wholesalers were collated. Re$ar2s ha*e the +ualitati*e data and the !eed'ac2 o! the retailers regarding the 'rand (re!erence, (re!erence o! the custo$ers, (ricing and

$ar2eting strategy, e!!ect o! the distri'ution channel on the sales, de$and o! a (articular !a'ric in a  (articular season etc.

7.1.2 -anual Data Filtering

ri$ary research data was !iltered $anually to get the data which is suita'le !or the analysis. Research data which did not ha*e any in!or$ation o! the 'rands a*aila'le in the store, which had no in!or$ation o!  (rice range or any !eed'ac2 regarding the (ricing strategy, which had no re$ar2s regarding the $ar2eting

strategy, distri'ution channels, discount sche$es to the retailer as well as wholesalers etc. were not included in the analysis.

7.1.# Brand Distribution Curve 8 $a9astan

!

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5!

&!

6!

#!!

#!

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#&!

Brand Distribution

*ran1 7istribution

igure = Bran& +istriution urve

>rand distri'ution cur*e o! Rajasthan shows that the de$and o! Siyara$Bs and Ray$ond is *ery high in co$(arison to other 'rands in Rajasthan. %hough the de$and o! &rasi$, &ra*iera and Donear is also decent enough yet they ha*e to wor2 hard their strategies to co$e and co$(ete the 'rands li2e Siyara$Bs and Ray$ond. >rand (ositioning and $ar2eting strategies o! these are two 'rands are so solid in this region that e*en a *illage custo$er co$e to a retailer and as2 !or these 'rands. @illage custo$ers 'uy suit !a'ric only on the occasion o! $arriage and they are $ostly interested in dura'le and chea( !a'ric.

Siyara$Bs has a wide range o! o(tions in this $ar2et which cater to the de$and o! *illage as well as ur'an custo$er.

Reid  %aylor was !a$ous in the region o! country 'ut de$and has di$inished o*er the years. Many retailer who now sells Siyara$Bs used to sell Donear so$e 816 years 'ac2 'ut the $ar2eting strategy, (oor  distri'ution channel, (oor sche$es to the retailer, (oor (ac2aging in co$(arison to these 'rands were the cause !or the$ to change their (re!erence.

7.1.+ Cross Tabulation

Cross ta'ulation is a techni+ue which hel(s in !inding out the !actors which a!!ect out(utresults in a situation. "n this research, data suggests that there are $any !actors which can a!!ect the inclination o! a custo$er or a retailer or a wholesaler towards a (articular !a'ric 'rand. %he 'rand (re!erence o! a custo$er can 'e a!!ected 'y $ar2eting strategy o! a 'rand, distri'ution channel, +uality o! the !a'ric, discount sche$es to the retailer or the wholesaler, a!ter sales ser*ices o! the co$(any or its wholesaler,  (ac2aging, (rice range and color $atching etc. %hese !actors were selected with the hel( o! co$(any

eecuti*e and then cross ta'ulation was (er!or$ed.

For Rajasthan area the research data was used to !ind out the e!!ect o! $ar2eting strategy, distri'ution channels, a!ter sales ser*ices, (ac2aging and (rice range on the 'rand (re!erence o! the retailer who  (ro*ides the shel! s(ace according to the (re!erence o! the custo$er.

hile (er!or$ing the cross ta'ulation on the Rajasthan research data the 'rands were distri'uted into scale ,0 and :.

Scale = Ray$ond, Siyara$Bs and &rasi$ ;Most (re!erred< Scale 0= Donear, &ra*iera and Reid  %aylor ;A*erage<

7.1./ Cross Tabulation $esults

igure 9 Marketing vs. Bran& )re'erence

igure 11 )ackaging vs. Bran& )re'erence

7.1.7 Anal&sis of Cross Tabulation $esults

Tale # ross Taulation Results

A< Cross ta'ulation results say that the 'rand (re!erence o! a retailer de(ends on $ar2eting strategy o! a 'rand. %he 'randing o! a 'rand $atters to a retailerwholesaler as well as to a custo$er. Custo$er in Rajasthan co$es to a retailer with the na$e o! a 'rand, it $ostly is either Ray$ond or Siyara$Bs. Mar2eting ;digital $ar2eting, social $edia $ar2eting, (rint $edia $ar2eting< or ad*ertising $atters to a custo$er. One !eels what one see, FM should also ado(t the (ath o! $ar2eting. One retailer in Karauli as2ed !or (a$(hlets and s$all 'ill 'oards as he wants

$ar2eting !ro$ FM and Donear, he said the +uality o! the cloth is 'etter than Siyara$Bs 'ut their $ar2eting strategy does not su((ort the (roduct. %hey $ust (lan 'etter and go to resurrection o! their 'rand i$age.

>< As the signi!icance *alue o! a!ter sales ser*ices are higher than 7.76, a!ter sales ser*ices are insigni!icant in Rajasthan. 3ence a!ter sales ser*ices o! the tetile co$(anies do not $atter to a retailer to (ro*ide the$ shel! s(ace.

C< >rand (re!erence o! a retailer de(ends on (ac2aging. As (ac2aging $atters to a custo$er in Rajasthan, it $atters to a retailer as well as to a wholesaler. hen (ac2aging is good the $aterial inside attracts to a custo$er and it lures hi$ to 'uy. Ray$ond and Siyara$Bs 2ee( it in $ind and sell their (roducts in attracti*e (ac2aging. %his is a $ar2eting strategy, FM should also ado(t it.

One retailer in Keshorai(atan showed the (ac2aging o! Siyara$Bs and said custo$er as2 !or these 2ind o! attracti*e (ac2aging.

D< Custo$er o! Rajasthan does not (re!er costly !a'ric. %hey (re!er the !a'ric which is in their (rice  'and and dura'le, which is in attracti*e (ac2aging. Custo$er o! tier0 and tier: city $ostly (re!er

clothes which are not costly, hisher (oc2et does not allow to a!!ord such costly !a'ric. rice range o! FM starts !ro$ 77 to the end consu$ers and it does not co$e under the 'udget o! these  (eo(le, they want chea( !a'ric which is a*aila'le in >hilwara. >hilwara is sold on $ore than

?7J o! the sho(s sur*eyed in Rajasthan. >hilwara cloth starts !ro$ Rs.67$eter and hence it is a!!orda'le to the *illage and tier0 and tier: custo$ers. -ow a days custo$ers as2 either

ready$ade gar$ents or chea( !a'ric.

E< Distri'ution channel is not a (ro'le$ in Rajasthan. eo(le 2now FM and Donear in Rajasthan and hence they ha*e their wholesalers esta'lished there and ha*e shel! s(ace in $any retail counters. %hough according to so$e retailers there is a (ro'le$ o! su((lies to so$e *illages or towns otherwise the reach is to al$ost all the *illages and towns o! the state. So$e areas o! Sawai Madho(ur and Karauli ha*e so$e (ro'le$s otherwise distri'ution channel is good, !or retailers it is not a (ro'le$ and hence it is co$ing out to 'e insigni!icant !or the$. Signi!icance *alue is $ore than 7.76, it is 7.0? hence it is insigni!icant.

: Learning from $a9astan -arket

. >rand (erce(tion leads to (urchasing and it needs $ar2eting and ad*ertising e!!orts 0. Distri'ution networ2 is good 'ut dealerBs res(onse is not good

:. ac2aging $atters in Rajasthan tetile $ar2et

8. >rand $atters $ore to the custo$ers in co$(arison to +uality and (rice o! the (roduct

6. >etter discount sche$es should 'e (ro*ided to the retailers to lure the$ to (ro*ide shel! s(ace . oly @iscose is in de$and in Rajasthan tetile $ar2et

?. roduct o! Ferrino Mizzoni is e+ui*alent to that o! Siyara$Bs 4. Awareness o! Ferrino Mizzoni is *ery low

; $ecommendations

;.1 -arketing (Advertising*

As shown a'o*e in the cross ta'ulation results $ar2etingad*ertising'rand i$age is i$(ortant in Rajasthan $ar2et. Custo$er in Rajasthan 'uy 'ecause o! the 'rand i$age o! a co$(any. Ray$ond and Siyara$Bs ha*e *ery good 'rand i$age and hence the sale o! these two 'rands is *ery good here and retailer stoc2 in these 'rands.

%hey $ust use (rint and social $edia $ar2eting to $a2e Donear and FM 'rand *isi'le in the $ar2et.

;.1.1 ,ocial -edia -arketing

As the age grou( o! target audience o! FM is 06 to 67 years and inco$e grou( is 6la2h and a'o*e, these  (eo(le $ust 'e tech 1 sa**y and internet 5 sa**y. 3ence it should 'e hel(!ul to reach the$ with the hel(

o! $ass $edia channels li2e social $edia $ar2eting. e can use social $edia (ortals li2e !ace'oo2, youtu'e to $a2e (eo(le aware a'out the 'rand.

;.1.2 T0 Commercials

Ray$ond and Siyara$Bs use %@Cs to strengthen their 'rand i$age. Ray$ond has tried to use these %@ co$$ercials to target e$otions, !eelings and senti$ents o! (u'lic. "n the %@Cs shown 'y the$, the y  (ortray the relation o! a son and $other, daughter and !ather, son1in1law and !ather etc. %hey want to

show that to 'eco$e a co$(lete $an you should wear !a'rics o! Ray$ond. %hese are so$e ad*ertise$ents showing e$otions=

! ,otions

Source8

8 outu'e. ;078, Oct?<. Ray$ond 5 %he co$(lete Man. Retrie*ed !ro$

htt(s=www.youtu'e.co$watchN*0h*80ha*E8w

igure 14 ,otions/ ather an& ki&

source6

igure 1$ ,otions/ ather an& +aughter

%hese a'o*e ad*ertise$ents a!!ect the hu$an (syche and they 'eco$e ready to shade so$e $ore $oney !or this 2ind o! (restige and di!!erent !eeling. %hey !eel that u((er class (eo(le wear Ray$ond !a'rics and hence they !eel i$(elled to 'uy Ray$ond.

FM also should use these tactics and tr y to use e$otions to $a2e it $ore close to (eo(le. >e!ore getting good sales and re*enues they ha*e to $a2e their 'rand 'ig.

! elerity n&orse,ents

FM can use cele'rities also as done 'y Siyara$Bs. Sai! Ali Khan, 3riti2 Roshan and Dhoni ha*e endorsed Siyara$Bs. %hey are trying to encash the (o(ularity o! these cele'rities. "n "ndia (eo(le get easily

connected to either Cric2et or >ollywood. %hough in the (ast Donear has tried @i*e2 O'eroi yet again they can try so$e other >ollywood cele'rity or cric2eter and so$e other s(orts (layer to endorse their  (roducts.

6 outu'e. ;0774, -o* :7<. Ray$ond Ad*ertise$ent= %he Co$(lete Man. Retrie*ed !ro$

htt(s=www.youtu'e.co$watchN*4st#>ydr?P

Source

igure 1 elerity n&orse,ent

;.1.# "rint -edia

rint ad*ertise$ents are also hel(!ul, they also $a2e strong in!luence on the $indset o! general (u'lic. Rural custo$er $ight not 'e a*aila'le on social networ2ing we'sites, $ay not 'e watch %@ 'ut they read news(a(ers and get to 2now a'out daily a!!airs. 3ence (rint $edia li2e news(a(ers and $agazines can 'e *ery i$(act!ul $ass co$$unication $edia.

 outu'e. ;07:, se( 7<. Siyara$ suitings 5 Sai! Ali Khan. Retrie*ed !ro$

htt(s=www.youtu'e.co$watchN*ussgjEwj%cG

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igure 1: )rint Me&ia A&vertise,ent

%his Siyara$Bs su'1'rand is endorsed 'y 3riti2 Roshan, this (rint $edia ad*ertise$ent is *ery i$(act!ul. %etile co$(anies li2e Donear and FM should use (rint $edia ad*ertising.

;.2 "ackaging

According to the results o! cross ta'ulation, (ac2aging $atters to the custo$ers !ro$ Rajasthan. %hey 'uy !lashy things which loo2s good. %hey (re!er attracti*e (ac2aging. Ray$ond and Siyara$Bs ha*e used attracti*e (ac2aging in Rajasthan and ha*e tasted success. "n this (ac2aging they can use co$'o (ac2s also. FM sells co$'o (ac2s in so$e areas o! Rajasthan 'ut co$'o (ac2s are not a*aila'le in each territory and e*ery district. Co$'o (ac2s are $ostly 'ought 'y rural custo$ers who do not want to indulge in (urchasing $atching !a'rics. Siyara$Bs co$'o (ac2s are !a$ous in Kota region o! Rajasthan. %hey (ro*ide $atching shirt and (ant length which is 'ought 'y 'oth the rural and ur'an custo$ers.

igure 1= )ackaging use& y Mistair

Mistair is a su'1'rand o! Siyara$Bs which had 'een launched so$e ti$e 'ac2. As shown a'o*e they  (ro*ide *ery good co$'os under it with good (ac2aging. FM should target custo$ers in this seg$ent

with the hel( o! attracti*e (ac2aging and co$'os. %hey should reenergize their distri'ution channels to  (ro*ide co$'os to retailers and to the end consu$ers.

;.# "rice $ange<"roduct $ange

As (ercei*ed the results o! cross ta'ulation and !eed'ac2 o! the retailers and wholesalers, (rice range $atters to the custo$ers o! Rajasthan. FM should o!!er the$ a (rice range which !its into their 'udgets. Either they should reduce their (rice range, i! in case this is not (ossi'le they should increase their  (roduct range and should introduce !a'rics which !it into the 'udgets o! the custo$ers. >hilwara !a'rics

are *ery !a$ous in Rajasthan 'ecause o! their low cost. Siyara$Bs shirting starts !ro$ Rs.06$ while it is not the case with FM. FM should also introduce a (roduct which is low cost and dura'le. -ow a days custo$ers are inclined towards=

A< Ready$ade clothes

>< %hey go !or window sho((ing

C< %hey are least 'othered a'out the +uality o! the !a'rics

D< hat $atters to the$ is !inish o! the !a'ric, design o! the !a'ric

;.+ Brand Image of Donear<,e!aration of Donear and

F->ased on the !eed'ac2s o! retailers and the data collected it is clear that Donear does not enjoy 'rand loyalty, 'rand i$age o! Donear is not *ery good. "t has an a*erage 'rand i$age and does not share the shel! with Ray$ond or Siyara$Bs. FM is an "talian 'rand and according to the retailers and wholesalers the +uality o! the !a'ric is 'etter than that o! Siyara$Bs. FM is a (re$iu$ 'rand and hence to let it catch the $ar2et Donear should either wor2 !or its 'rand i$age or let FM 'rand itsel! se(arately.

FM should also !irst !ocus on $a2ing its 'rand i$age as (re$iu$ 'rand ha*ing ecellent distri'ution channels, +uality o! the !a'ric, a!ter sales ser*ices. %hey should !irst target tier and tier0 cities and try to catch hold o! the $ar2et there and then thin2 a'out targeting tier: cities.

= Conclusion

>ased on the analysis o! the research data $ar2eting strategy o! a !ir$ in the tetile industry, (ac2aging and (rice range see$s to 'e *ery crucial in Rajasthan. Kota and >harat(ur are 'ig $ar2ets and custo$ers co$e !ro$ near'y *illages and towns to districts to (urchase !a'rics. %hough Sawai Madho(ur, Karauli and >undi are not 'ig $ar2ets yet 3indaun, a tehsil in Karauli district, has *ery $uch (otential. Data o! ?7 retail outlets were collected and out o! those around 67 were !ound to 'e (otential custo$ers o! FM. FM should (roject itsel! as a (re$iu$ 'rand, a(art !ro$ the +uality o! the !a'ric they should (roject  'etter distri'ution channel, a!ter sales ser*ices. FM should !irst target tier cities and then stretch itsel! to

11 $eferences

•

hili( Kotler, Ke*in #. Keller, A'raha$ Koshy and Mithileshwar Qha ;070<, Mar2eting