INTRODUCTION

This study is aimed to know the market share of Kitex lungies and dhotis and to
form marketing strategies to improve its market share.

Company sales do not reveal how well the company is performing relative to
competitors. Suppose a companys sale increase could be due to improved economic
conditions benefiting all companies or it could be due to improved company performance
relative to competitors. Management needs to track its market share. If the companys
market share goes up the company is gaining on competitors, if it goes down, the
company is losing relative to competitors.

Managers must carefully interpret market share movements of product line,

customer types region, and other breakdowns. The market share decline was due mainly
to a loss of some customers who normally made larger than average purchases. The
managers must investigate why these customers were lost.

The marketers should know the market share by various methods for business
and should anticipate future demand. Thus quantitative measurements are essential for
analyzing marketing opportunity, planning marketing programme and find controlling
marketing control.

1
Executive Summary

The Kitex Ltd, situated at Kizhakambalam in Ernakulam district is one of the

flourishing textile companies, which comes under the prestigious Anna Group. Kitex
lungies, dhotis and bed linen are the hallmark of the success of Kitex Ltd.

This study was conducted for assessing the market share of Kitex brands and to
sort out the ways and means for improving the existing environment. The researcher also
aimed at bringing our dealers opinion regarding the reason for stocking the brand,
distribution, quality, price and selection of Kitex lungies and dhotis.

It was found that Kitex products had good brand image and quality. The market
share of Kitex lungies and dhotis were found to 19.47% and 11.5% respectively. The
unbranded low priced items captured the major portion of the market share. The company
had a good distribution network. It was noted that the company should give more
incentives to the dealers to boost up the sales. Schemes and incentives offered by the
other brands were more attractive than Kitex.

Kitex lungies had good enquiry from the customer but Kitex dhotis had
comparatively less enquiries. So the Kitex dhotis need more sales promoting activities.
Even though the Kitex dealers thrived in quality, the major portion of the market was
conquered by the low priced unbranded lungies and dhotis. So Kitex can increase its sales
by trying low priced items.

It was found that the company required building up of more confidence among
dealers through promotional activities.

2
 OBJECTIVES OF THE STUDY

Main Objective

To assess the dealers perception on market share of Kitex lungies and dhotis and
to find out the ways and means to improve its market share.

Specific Objectives

1) To study the preferences of dealers to stock Kitex textiles

2) To study the dealers satisfaction about the price.
3) To study weather the dealers are satisfied with the quality of Kitex textiles.
4) To study about the dealers satisfaction with the distribution of Kitex
5) To know dealers attitude to push Kitex textiles.
6) To give suggestions to Kitex for increase the sales of Kitex lungies and Dhotis

3
 RESEARCH METHODOLOGY

Research refers to a search of knowledge. Marketing research is defined as the

systematic gathering, recording and analysing of data about problems relating to the
marketing of goods and services.

Nature and Sources of data

Primary data collected for the study and questionnaire were used for this purpose.
Apart from the secondary data collected from reports and manuals of Kitex Ltd.
Discussions with the marketing manager and staff members also helped to a great extend
in getting valuable information, questionnaire construction in order to make questionnaire
attractive. A set of 16 questions were given to dealers for dhotis and lungies.

Sampling design

Convenience sampling was adopted for the study. In this method the sample units
are close primarily on the basis of convenience to the investigator. This method was
turned be most suitable for the study.

Sample size

Actual sample collected for the book is 112 and due to errors committed by the
respondents in filling up their questionnaire, 14 samples were removed. The effective
sample size considered for the analysis is 98.

4
Universe

All Kitex dealers in Kerala.

Scope of Study

Dealer survey was conducted at Ernakulam and Trissur markets only. Two
questionnaires were prepared to collect the data about lungies and dhotis. Only Kitex
dealers were selected from the market. The scope of the study is limited to the products
of Kitex Ltd., Kizhakambalam.

Period of study

The study covered a period of one month from 19th may 2008 to 18th June 2008.

Tools for analysis

The collected data was used for analysis. The data has been so arranged to apply
simple statistical tools as bar diagrams charts, tables etc.

5
Limitations of study

1) The scope of the study was limited to Kitex lungies and dhotis
2) The respondents were having business throughout the day. This might have
caused distraction while answering the questionnaire.
3) The study was fully based on the dealers assumptions.
4) The real consumers of lungies and dhotis were not interviewed because of the
time element and wideness in the subject.

6
 INDUSTRY PROFILE

Textile Industry in India

The Indian textile sector has its roots going back several thousand years. After the
industrial revolution in Europe, this sector in India also saw growth of an industrial
complex. However, over the least 50 years the textile industry in India has shown a
chequered performance.

Today the industry contributes around 14% to industrial production in the country, is
estimated to directly employ approximately 35 million people apart from the indirect
employment in allied sectors, accounts for a about 27% to the countrys exports, and is, in
sum, an important economic engine for the nation.

In part, the very diversity scale and spread of the industry which has been its strength,
has also been its weakness. Like the six blind men exploring the elephant most peoples
experiences and actions have included only part of the industry, rather than its
completeness. Thus, even government regulations and financial policies have never been
able to adequately fulfill the widely varied needs of the different segments of the industry.

However, during the last 10 years, the industrys actions, government policies as well
as market events have begun to coverage, providing several growth opportunities of the
sector domestically as well as in the global market. As the MFA quota-regime draws to a
close, India presents many opportunities for buyers, suppliers and investors to partner
with its textile industry, and to profit from the partnership.

Cotton textiles in India are a well-established manufacturing industry and employ

more workers than any other sector. Production in FY 1992 was 19 billion square meters

7
of cloth. In Indian textile mills, yarn is spun, woven into fabrics, and processed under one
roof. Production as a share of the manufacturing industry fell from 79 percent in 1951 to
under 30 percent in the early 1990s as a result of curbs on capacity expansion and new
equipment and differential excise duties. The main export market is Russia and other
former Soviet republics. The power-loom fabric dominates Indias garment export
industry. There is also a substantial handloom sector, which provides employment in rural
areas.

The Indian textile industry, which has created a global market for itself with its
competitive price and versatility, is now repositioning. Itself as a source of apparel
design, textiles and manufacture to target the international client and increase exports
manifold.

India is exporting around $13 billion of textiles presently but to improve our share,
India has to innovate our items for the global market. International brands have to be
convinced that they can source all their product requirements from cutting to designing to
India.

The textile industry holds a predominant position in the Indian economy, which is
manifested in its significant contribution to industrial production, employment generation
and foreign exchange earnings.

The Indian apparel industry had so far enjoyed the privileges of assured demand and
some protection under the quota system. As stipulated in agreements signed at WTO, the
textiles market will open up fully by 2005. The phasing out of quantitative restrictions
post 2004 is expected to create and additional market of $50 billion for the developing
countries. This would pose new challenges and opportunities since the Indian textile
products will have to compete in quality and cost, with products from other countries like
China, Bangladesh, Indonesia, Pakistan, and Sri Lanka.

8
 All sectors of the textile industry seem to be undertaking massive programmes of
modernization to ensure productivity, improve quality along with adoption of innovative
marketing strategy and introduction of support system for commercial intelligence,
designs, fashion inputs and promotion of brand equity, along with application of IT as
integral part of production process to reinvigorate the textile sector and to make it a
leading exports industry.

Strengthening and enhancing the technological capability of the domestic textile

machinery industry is vital for placing the Indian textile industry on the trajectory of

accelerated growth.

Textile Industry in Kerala

The first cotton textiles mills were established in 1883 in Kallai near Kozhikkode
by P.S Santhappa Chettiyar and M. Guptan Namboothiripad, known as Malabar Spinning
and Weaving Mill. The commercial production was started in 1887. Later in 1976 the mill
was taken over by Government of Kerala and handled over to Kerala state textiles
corporation. The second mill presently called Parvathi Mills Ltd.was started in 1884 by
James Darragan, an English man using 19 acres of land donated by the Maharaja of
Travancore. In 1888, the mill was sold to another British industrialist named AT Vin. In
1932 the management was taken over by Kerala textiles corporation. In April 1974, the
mill was nationalized under sick textiles undertaking (nationalization) Act and was made
a unit of National Textiles Corporation (NTC) Limited. Bangalore, which is a subsidiary
of NTC Delhi. Sitaram Textiles Ltd., another oldest mill was established in 1903 as a
Private Limited Company. Balarama Iyyer started it. Later due to mismanagement and
labour trouble, company was liquidated in 1954.

9
 The factory was gutted down due to fire in 1959 and spinning production was
completely stopped. The Government of Kerala purchased this unit as a result of
liquidation and public auction in 1972, with the modest start of these mills, the number of
cotton textile mill rose to 31. The government of Kerala has announced in state assembly
on March 29, 1994, its Willingness to start 5 more spinning mills, one each of Kazargod,
Kozhikkode, Thrissur, Kottayam and Malapuram along with the commissioning of
corporative spinning mill at Kareela Kulangara at Allepey with a spindle capacity of 6000
spindles.

The cotton textiles industries are concentrated in district of Thrissur and Palakad
followed by Ernakulam and Kannur. These 4 district taken together accounts for nearly
3/4th of the mills in Kerala. The numbers of existing composite mills are quite low i.e.,
only four in number, Its growth during the last 10 years is nil. Due to the unprofitable
nature of composite mill, Malabar spinning and weaving mill discontinued its weaving
operation and concentrated on spinning only. Calicut modern spinning mill once turned
sick is now taken over by a financially sound third party and found earnings before the
last, decade. There are 7 cotton textile mills in Trissur including one composite mill.
Kottayam stands last in the list with only one state owned mill.

There are 16 private mill in Kerala of which 14 are spinning mills and the rest 2
are composite mills. The national textile corporation has got under it, 4 spinning mills
and 1 composite mill. The corporate sector owns only 2 spinning mills. In Kerala the
Trissur corporative spinning mills with an installed spindle capacity of 12,000 spindles is
the smallest mill followed by Kathayee Cotton Mills Limited with 14,860 spindles.

Another welcome feature was that a 100% export oriented unit, Past Pin India Ltd.
Started commercial production at Palakad.

10
 These units are located at Palakad near Tamilnadu border. Another corporative
mill, Alleppey Corporative spinning mill at Kayamkulam is yet to be commissioned. Out
of the 31 mills in Kerala, 14 are private sector, 8 under National Textiles Corporation, 4
under Corporative Sector and 5 under K.S.T.C.

COMPANY PROFILE

11
 Anna group of companies was started more than 3 decades ago in 1968 when Mr.
M.C. Jacob founded the Anna aluminium company. He made a break with past.
Belonging to an affluent family of plantation owners, he ventured in to the risky world of
manufacturing industry and hoped for the best, while working very hard to make his
maiden venture a success.

Today the group is involved in the manufacture of Aluminium sheets, vessels &
utensils from Aluminum ingots, spices, fabrics, garments & marine exports etc. The Anna
range of vessels & utensils are highly popular in the domestic market and in the Middle
East, U.S.A., Africa and Australia.

Strategic Business Units of Anna Group of Companies

Anna Aluminium Company: -

Established in 1968 at Kizhakambalam. Company is the flagship company of the

Anna Group. It is engaged in the manufacture of aluminium sheets, vessels and utensils
from 99.5% pure aluminium ingots. Its Chackson range of packaged products which
includes pressure cooker, milk boiler, thermal cooker, compact idly cooker, etc. are
highly popular in the South Indian market. It is presently the only manufacturer with ISI
certificate for its vessels in Kerala.

Sara Spices: -

Sara spices were founded in 1978 to process and market domestically and
internationally, Spices and hill products like pepper, cardamom, turmeric, masala and

12
curry powder. High standards of quality and hygiene have won high appreciation at home
and abroad as well as AGMARK, the hallmark of quality in India. They are marketed all
over Kerala and also exported to the Middle East and U.S.A.

Sea Land Marine Ltd: -

It is a new company incorporated with view to alter the new trust area viz. Marine
exports. The company has acquired over 100 acres in Pondichery for setting up integrated
Aqua culture division comprising of hatchery and grower ponds. Increased export of
shrimps through effective scientific management has enabled to bring in the much-
needed foreign exchange to the company.

Kitex Garments Ltd: -

This of course is a prestigious wing of the Anna Group which offers the finest
garments to the fashion conscious markets of the world.

Kitex Ltd.: -

This textile-manufacturing complex was incorporated in 1975 at Cochin. Kitex

produces a wide range of cotton fabric, polyester blends, grey cloth and made ups like
bed sheets and lungies. They are marketed through a network of over 2000 authorized
dealers. Kitex fabrics are now exported to many parts of the world. Kitex is going to for a
major expansion plan to augment the production capacity. At the dawn of the new
millennium, Kitex referred to the luggage and baggage industry under the brand name
ScooBee Day.

Vital Statistics

13
 Total built up area of 1, 65,000 square feet.
500 modern 100 looms.
1,500 skilled workers.
20 million meters of cotton and cotton blend fabrics are woven annually
2000 bags production capacity
Production capacity of 35,000 sq. meters per day.
Managed by a team of processionals.

Production Schedule of Kitex Ltd.

The textile industry is broadly divided into two spinning and weaving. In spinning
units, pure cotton yarn of various counts is manufactured. The process of manufacturing
pure cotton grey cloth from this cotton yarn is called weaving. The Kitex Limited under
study is performing the weaving in the textile industry

The basic output of this unit is 100% cotton grey cloth, which is the raw material
for most of the textile industries. About 85% of the total sales of the unit come from the
sale of pure cotton grey cloth as such and the rest comes from the sale of lungies, mull,
bed sheets and dhotis prepared from the pure cotton grey cloth.

100% cotton grey cloth is manufactured from the cotton yarn. The south Indian
suppliers of cotton yarn are given the specification regarding the sort of yarn for
producing various types of cotton grey cloth. The yarn is delivered to the factory location
in Lorries, which are consumed in the unit only after thorough checking.

Various loom machines are used for the conversion of yarn to cotton grey cloth.
This cloth, which is off white in colour, is used for making various cotton textiles.

14
Various processes like dyeing, bleaching, printing colouring etc. are done in the cotton
grey cloth by different South Indian units.

A portion of grey cloth is changed into mull, 100% cotton tough cloth. The mull is
made by the bleaching of grey cloth, which changes the colour of the grey cloth into
white. This process is undertaken in various units in Tamil Nadu.

The consumer goods from this unit are made from the grey cloth produced here.
The grey cloth is transferred to Tamil Nadu units for its printing and colouring. The
lungies, bed sheets and dhotis are cut into the required dimensions in the factory itself. As
these products are consumer items, the quality is the main factor that quantifies the good
will of the unit. For this, experienced laborers do manual checking of individual piece.
After this the products are covered in suitable packs for the delivery to the dealers.

Production Process A nut Shell

15
 Pure Cotton Yarn

Weaving

100% Cotton Grey Cloth

Dyeing Printing and colouring

Mull

Lungies Bed sheets Dhotis

Chart 1

Management Structure

The efficient management system plays a domine role in the success of all
business units. It is this section that declares the levels of output, its production pattern,

16
pricing technique, marketing style etc. So every concern should have a competent
management mechanism.

The significant decisions of the group concerns are taken by the Chairman and the
Managing Director who are the representatives of the shareholders. They perform
strategic planning and policy-making functions of Kitex Limited. For their help, the
General Manager, the top executive of the companys management is appointed. General
Manager is responsible for the smooth, efficient and productive functioning of the unit,
from the production to the marketing.

The middle level management comprises of Production Manager, Marketing

Manager and Finance Manager. Assistant Marketing Manager and executives work under
Marketing Manager for discovering, controlling and maintaining the marketing channels
for the units products. Under the Finance Manager, assistant financial manager,
executives and various assistants help to utilize finance, resources in a productive
manner.

The production department under the leadership of Production Manager

implements new production techniques and related matters. Weaving master, possessing
notable experience in the field of weaving, is appointed under the Production Manager.
Supervisors working under the Weaving Master control the real production process.
Trained weavers are appointed under him for manufacturing quality products. Jobbers
assist them by ensuring the smooth running of the machineries, especially the looms.

17
Marketing and Promotional Functions

18
 Kitex Limited markets its products through dealers in the different parts of the

state. The sales of consumer goods concentrate on Kerala State only. There are about

1500 dealers of Kitex Limited. The dealerships are allotted only after assessing the

creditworthiness, efficiency and expertise of the parties. Dealers obtain the products

through vans of the company and products are unloaded from the vans either at dealers

godowns or at showrooms.

Kitex lungies already have a vast market. But, for improving its market share, the
company included visual media in their advertisement channel. Figures showed that these
new media affirmed the usefulness of the products of the company in the minds of
several viewers. As an incentive to the dealers, the company provides cash discounts and
seasonal discounts.

Personnel Function

The personnels play a major role in the survival and development of any firm.
All the top officials in the company are highly experienced and have shown their ability
in the respective fields. The company itself gives the laborers 3 months training course. It
will help them to have a clear idea about the machineries and its functioning and help
them to make better results in their performance.

PRODUCT RANGE OF KITEX LTD

19
 Anna groups weaving unit KITEX Ltd. was established in 1975. The company is
engaged in the production of fabrics made of cotton and other blends grey cloth, bed
sheets and lungies. Through the years, the company has carried rich for itself to this
highly competitive industry with its tradition of world-class quality.
Kitex lungies are available in four various types - executive, medium super,
medium & economy. All priced differently.Kitex white gives an array of white dhotis.
Single as well as double. It comes with streaks of colour line & gold lines to add to the
box of your dhoti.
Kitex also have beautiful & wide range of bedspreads under the label of sweet
dreams. They are marketed through a network or over 2000 authorized dealers. Kitex
fabrics are also exported to many parts of the world. At the dawn of new millennium
Kitex entered in to the luggage and baggage industry under the brand name of Scoobee
Day. Bags ranging from school, college, ladies, executive ones for travel are available.
Kitex umbrellas are made from imported quality cloth and ribs, stitched with durable
threads adorned with colourful handles to beat the weather and even the ultra violet rays.

Product Range

Yarn count range - NE4s to 100s

Weft Density - 22 to 120 picks per inch
Warp density - 22 to 132 ends per inch
Width range - 36 to 65 inches

A. Lungies

20
1. Executive
Superior quality lungies available in various designs and colours.
Size: 130 cm x 200 cm
2. Medium Super
Comfortable lungies, that one would love to drape. Available in various designs
and colour combinations
Size: 127 cm x 200 cm
3. Medium
Experience freedom and coolness with medium range of lungies; which come in
warm colours and in various designs.
Size: 127 cm x 200 cm
4. Economy
After a hard work, jump into lungi to easy the tension, to scooth the sence and to
feel relaxed
Size: 127 cm x 192 cm
5. Standard
Economic variety for use during work also
Size: 127 cm x 192 cm

B. Bed Sheets

1. Sweet dreams 60
Beautiful bed spreads in beautiful design and pleasant colour to suit the mood in
the bedroom.

C. Dhotis

21
1. Smart line
White single dhoti streaks of either dark red or dark blue or dark green lines can
be worn equally at home and out doors.

2. Smart line Gold

Cream colour single dhoti with streaks of Gold jerry lines for special occasions.

3. Ready wear
Plain white single dhoti that one will love to drape. The anywhere any time wears.

4. Samrat
Pure cotton white double dhoti with lines in 5 different colours to choose.

D. School Bags

1. Product: small
Designed with attractive features like anti-strain padding and secret pockets.

2. Product: Medium
Designed with attractive features like Anti-strain padding, secret pockets and
water bottle holder.

3. Product: Large
Designed with attractive features like Anti-strain paddings, secret pockets, water
bottle holder.

THEORETICAL PRESPECTIVE

22
Market Share Analysis

Company sales do not reveal how well the company is performing relative to
competitors. Suppose a companys sales increase. The increase could be due to improved
economic conditions benefiting all companies. Or it could be due to improved company
performance relative to competitors. Management needs to track its market share. If the
companys market share goes up, the company is gaining on competitors; if it goes down,
the company is losing relative to competitors.

Managers must carefully interpret market share movements by product line,

customer type, region, and other breakdowns. The market share decline was due mainly
to a loss of some customers who normally made larger than average purchases. The
manager must investigate why these customers were lost.

Defining and Measuring Market Share

The first step in using market share analysis is to define which measures of market
share will be used. Four different measures are available.

1. Overall Market Share: The companys overall market share is its sales expressed
as a percentage of total industry sales. Two decisions are necessary to use this
measure. The first is whether to use unit sales or dollar sales to express market
share. The other decision has to do with defining the total industry.

2. Served Market Share: The companys served market share is its sales expressed
as a percentage of the total sales to its served market. Its served market is all the
buyers who would be able and willing to buy its product. A companys served

23
 market share is always larger than its overall market share. A company could
capture 100 percent of its served market and yet have a relatively small share of
the total market. A companys first task is to win the lions share of its served
market. As it approaches this goal, it should add new product lines and territories
to enlarge its served market.

3. Relative Market Share: This involves expressing the companys sales as a

percentage of the combined sales of the three largest competitors.

4. Relative Market Share: Some companies track their shares as a percentage of the
leading competitors sales.

After choosing which market share measure to use, the company must collect the
necessary data. In the consumer-goods area, individual brand shares are available through
syndicated store and consumer panels.

Defending Market Share

While trying to expand total market size, the dominant firm must continuously
defend its current business against rival attacks. The leader is like a large elephant being
attack by a swarm of bees. The largest and nastiest bee keeps buzzing around the leader.

What can the market leader do to defend its terrain? Twenty centuries ago, Sun
Tzu told his warriors: One does not rely on the enemy not attacking, but relies on the
fact that he himself is unassailable. The most constructive response is continuous
innovation. The leader refuses to be content with the way things are and leads the
industry in developing new-product ideas, customer services, distribution effectiveness,
and cost cutting. It keeps increasing its competitive effectiveness and value to customers.

24
The leader applies the military principle of the offensive. The commander exercises
initiative, sets the pace, and exploits enemy weaknesses. The best defense is a good
offense.

The cost of plugging holes can be high. But the cost of abandoning a losing
product/market segment can be higher. General Motors did not want to lose money by
making small cars; but it sis losing more now because it allowed Japanese car makers to
come in strong in the U.S market.

The real answer is that the market leader must consider carefully which terrains
are important to defend even at a loss and which can be given up with little risk. The
leader cannot defend all of its positions in the market; it must concentrate its resources
where they count. The aim of defensive strategy is to reduce the probability of attack,
divert attacks to less threatening areas, and lessen their intensity. Any attack is likely to
hurt profits. But the defenders form and speed of response can make an important
difference in the profit consequences. Researchers are currently exploring the most
appropriate forms of response to price and other attacks.

ANALYSIS AND INTERPRETATION

Lungies and Dhotis

25
1. Different brands of lungies and dhotis that were traded by the Kitex dealers
Brands No of Respondents Percentage
Kitex Dealers 98 100
KKB 66 67.35
Jansons 27 27.55
Bombay Dyeing 25 25.51
Angel 44 44.90
Other unbranded lungies 98 100
Table 1

100% of Kitex dealers are traded in unbranded items, 67.35% of them traded in
KKB, 44.9% traded in Angel, 27.55% of them traded in Jansons and 25.5% of them in
Bombay Dyeing. All of the dealers liked to trade unbranded lungies and dhotis since it
have high margins and low price.

Brands of lungies and dhotis traded by dealers

120

100
% of dealers

80

60

40

20

0
Kitex KKB Jansons Bombay Angel Others
Dyeing
Brands

Chart 3
2. Preferences of Kitex dealers to stock Kitex lungies and dhotis.
Assigning Weights % of
Rank I Rank II Rank III Rank IV Rank V Rank IV
Particulars Total Weight
Profit Margin 52 63 96 16 227 11.04
Fast Moving 48 55 152 60 28 7 350 17.01
Brand Image 348 170 24 542 26.35

26
Availability 6 36 96 147 28 4 317 15.41
Discounts 21 38 72 131 6.37
Quality 186 220 60 24 490 23.82
Total 2057 100
Table 2

The main factor to stock Kitex lungies and dhotis by the dealers is brand image
and quality. The percentages of total weights assigned to these factors are 26.35 and
23.82 respectively. Discounts were the least preferred factor. Thus it can be inferred that
the dealers stocks Kitex lungies and dhotis because they have good brand image and
quality when compared to other lungies and dhotis.

Preferences of Kitex dealers to stock Kitex lungies and dhotis.

30
25
% of dealers

20
15
10
5
0
Profit Fast Brand Availability Discounts Quality
Margin Moving Image
Particulars

Chart 4

3. Dealers opinion about the distribution of Kitex lungies and Dhotis

Opinion Number of Respondents Percentage

Highly Satisfied 1 1.02
Satisfied 80 81.63
Moderately Satisfied 9 9.19
Dissatisfied 5 5.10
Highly Dissatisfied 3 3.06
Total 98 100
Table 3

27
 81.6% of dealers are satisfied with distribution of Kitex lungies and Dhotis, 9.19%
of them are morderly satisfied, 5.10% of them are dissatisfied and 3.06% of them are
highly dissatisfied.
Most of the dealers have good opinion about the distribution of Kitex.

Opinion about the distribution of Kitex lungies and Dhothis

90
80
70
% of dealers

60
50
40
30
20
10
0
Highly Satisfied Moderately Dissatisfied Highly
Satisfied Satisfied Dissatisfied
Opinion

Chart 5
4. The opinion of the dealers why a customer prefers Kitex lungies and dhotis
Opinion No of Respondents Percentage
Price 0 0
Availability 0 0
Brand image 45 45.92
Display 0 0
Style 1 1.02
Quality 52 53.06
Total 98 100
Table 4

28
45.92% of the dealers responded that brand image of Kitex lungies and dhotis is the main
reason for why a customer prefers Kitex lungies and dhotis, 53.06% of them responded
that the quality of the Kitex lungies and dhotis was the main factor to the customer in
purchasing Kitex lungies and dhotis. Most of the consumers preferred Kitex lungies and
dhotis for its very good quality. While pricing 0%, Availability 0%, Display 0%, Style
1.02%, were not the factors that made a customer prefer a Kitex lungies and dhotis.

Dealers opinion about why a customer prefer Kitex lungies

and dhotis

60
50
% of dealers

40
30
20
10
0
Price Availability Brand Display Style Quality
image
Opinion

Chart 6

5. Dealers opinion about reason why customers not selecting Kitex lungies and
dhotis
Opinion No of Respondents Percentage
Lack of Selection 45 45.92
Lack of Quality 3 3.06
High Price 43 43.88
Colour Loosing 1 1.02
Not have any Problem 6 6.12
Total 98 100
Table 5
45.92% dealers responded that they are not getting good selection or design for Kitex
lungies and dhotis. 43.88% of retailers have the opinion that Kitex lungies and dhotis was
high priced when compared to competitors. While 3.06% of the dealers responded that

29
Kitex lungies and dhotis have lack of quality. 1.02% of retailers responded that Kitex
lungies and dhotis have the problem of colour loosing 6.12% of the dealers have no
complaint about Kitex lungies and dhotis.
A considerable number of dealers have the opinion that Kitex lungies and dhotis is
lacking good selection and good pricing.

Dealers opinion about why customer not selecting Kitex

lungies and dhotis

50
% of dealers

40
30
20
10
0
Lack of Lack of High Price Colour Not have any
Selection Quality Loosing Problem
Opinion

Chart 7

6. Opinion of dealers about the price of Kitex lungies and dhotis

Opinion No of Respondents Percentage
Highly satisfied 1 1.02
Satisfied 17 17.35
Moderately Satisfied 42 42.86
Dissatisfied 32 32.65
Highly Dissatisfied 6 6.12
Total 98 100
Table 6

42.86% of the dealers are moderaly satisfied with the price of Kitex lungies and
dhotis, 32.65% of the dealers are dissatisfied, 6.12% of dealers are highly dissatisfied.
Only 17.35% of the retailers are satisfied with the pricing of Kitex lungies and dhotis and
1.02% are highly satisfied.

30
 Major portion of the dealers were not having good opinion about the price of
Kitex lungies and dhotis.

Opinion of dealers about the price of Kitex lungies and dhotis

50
40
% of dealers

30
20
10
0
Highly Satisfied Moderately Dissatisfied Highly
satisfied Satisfied Dissatisfied
Opinion

Chart 8
7. Dealers impression about quality of Kitex lungies and dhotis
Opinion No of Respondents Percentage
Highly Satisfied 5 5.1
Satisfied 74 75.51
Moderately Satisfied 14 14.29
Dissatisfied 5 5.10
Highly Dissatisfied 0 0
Total 98 100
Table 7
3/4th of the dealers are satisfied with the quality of Kitex lungies and dhotis. 5.1%
of dealers are highly satisfied. 14.29% of them are moderately satisfied, 5.1% of them are
dissatisfied.

31
 It is inferred that a majority of dealers are satisfied with the quality of Kitex
lungies and dhotis.
.

Dealers impression about quality of Kitex lungies and dhotis

80
70
60
% of dealers

50
40
30
20
10
0
Highly Satisfied Moderately Dissatisfied Highly
Satisfied Satisfied Dissatisfied
Opinion

Chart 9
8. Dealers opinion about the selection and design of Lungies and dhotis that Kitex
provides
Options No of Respondents Percentage
Highly Satisfied 3 3.06
Satisfied 33 33.68
Moderately Satisfied 27 27.55
Dissatisfied 29 29.59
Highly Dissatisfied 6 6.12
Total 98 100
Table 8

32
33.68% of dealers suggested that they are satisfied, 3.06% were highly satisfied with the
selection of Kitex lungies and dhotis. 27.55% of dealers opined that they are moderately
satisfied, 29.59% of dealers were dissatisfied. 6.12% of dealers were highly dissatisfied.
Dealers had a common opinion that numbers of designs in a box of lungies and
dhotis are not sufficient. They said that other brands give more designs and selection than
Kitex.

Dealers opinion about the varities of Kitex lungies and dhotis

40
35
30
% of dealers

25
20
15
10
5
0
Highly Satisfied Moderately Dissatisfied Highly
Satisfied Satisfied Dissatisfied
Opinion

Chart 10

9. Percentage of consumers asking lungies and dhotis by its brand name

Opinion No of Respondents Percentage

33
Yes 76 77.55
No 22 22.45
Total 98 100
Table 9

77.55% i.e. 76 dealers replayed that consumers asked for lungies and dhotis by
their brand name while 22.45% i.e. 22 dealers dealers replaied that consumers were not
bothered of the brand name of lungies and dhotis.

Customers asking lungies and dhotis by its brand name

22%

Yes
No

78%

Chart 11

10. Brand asked by the customers to dealers

Brands No of Respondents Percentage
Kitex 58 76.32
KKB 7 9.21
Angel 6 7.89
Jansons 1 1.32
Others 4 5.26
Total 76 100

34
 Table 10

According to dealers among the 76.32% customers who ask the lungies by their
brand name were asking for Kitex lungies and dhotis, while 9.21% for KKB, 7.89% for
Angel, 1.32% for Jansons and 5.26% for other lungies and dhotis.
Majority of the customers were asking Kitex lungies and dhotis. It shows that
Kitex lungies and dhotis have good brand image.

Brand asked by the customers to dealers

100
% of dealers

80
60
40
20
0
Kitex KKB Angel Jansons Others
Brands

Chart 12

11. Brand suggested by the dealers to customers

Brands No of Respondents Percentage
Kitex 36 36.73
KKB 18 18.37
Angel 14 14.29
Jansons 4 4.08
Others 12 12.24
Not Responding 14 14.29
Total 98 100
Table 11

35
Most suggested brand by the dealers was Kitex, followed by KKB with 18.37% and
Angel with 18.37%. This makes it evident that Kitex is a more preferred brand among the
retailers. 14.29% of the retailers are not recommending any brand to customers.

Brand suggested by the dealers to customers

40
35
30
% of dealers

25
20
15
10
5
0
Kitex KKB Angel Jansons Others Not
Responding
Brands

Chart 13
12. Most effective Media for advertising according to the dealers

Opinion No of Respondents Percentage

T.V 61 62.25
Radio 8 8.16
News Paper 22 22.45
Hoardings 3 3.06
Wall Printing 4 4.08
Total 98 100
Table 12
62.25% of the dealers responded that the Television is the most effective media, 22.45%
of them responded that newspaper are more effective. 8.16% of them said that

36
advertisements through hoardings is also effective, 4.08% of the dealers replied that wall-
printing gifts is more effective.
Dealers prefer the media Television to others. So frequent advertisement in
Television would definitely generate result.

Effective media for advertisement

80
% of dealers

60
40
20
0
T.V Radio News Paper Hoardings Wall Printing
Media

Chart 14

MARKET SHARE OF KITEX LUNGIES AND DHOTIS.

More than 1/2 of the sales of lungies in dealer shops is unbranded items. Cheap
price and good selection is the reason for their market share.

19.47% of the market is held by KKB followed by Kitex with 16.69%. Angel have

6.67%, Jansons have only 4.65% and Bombay Dyeing have only 1.26%.

Most of the dealers have the suggestion to reduce price of Kitex lungies and

dhotis increase varieties. Some dealers are dissatisfied with the dealings, and they

suggested to improving the dealings.

37
 Market share of lungies and dhotis

60

50

40

% of dealers 30

20

10

0
Kitex Angel Bombay Jansons KKB Others
Dyeing
Brands

38
 Chart 15

FINDINGS

1) All Kitex dealers are trading in low priced unbranded lungies and dhotis which
give them more profits. They liked low priced items because they are easy to sell.
2) Majority of dealers are satisfied with the distribution of Kitex lungies and Dhotis.
3) Brand image and quality are the only factors which contributed to the popularity
of Kitexs lungies and dhotis. Price, Display and style were not attractive for the
customers.
4) A considerable number of dealers had the opinion that Kitex lungies and dhotis
are costlier and lack good selection.
5) Most of the dealers were happy with the quality of Kitex lungies and dhotis.
6) Dealers had a common opinion that numbers of designs in a box of lungies and
dhotis are not sufficient. They said that other brands give more designs and
selection than Kitex.
7) Among the customers who ask lungies and dhotis by their brand name, Kitex
customers stand first.
8) Most suggested brands in lungies and dhotis by the dealers were Kitex.
9) Dealers responded that TV is the most effective media to promote brands.
10) Because of the cheap price and good selection, of the total sales of lungies and
dhotis go to the unbranded items.
11) The main reason for the preference of Kitex dhotis is the brand images
12) Kitex dhotis also face the problem of lack of selection and high price
13) th of the dealers have good opinion for the quality of Kitex lungies and dhotis
14) Cheap prices and attractive Karas make the unbranded lungies and dhotis the best
sellers. Kitex lungies and dhotis come only after MCR and premier No. 1

39
 SUGGESTIONS

1. Low priced lungies and dhotis should be launched in a separate brand to attract the
lower income group which comes a mammoth portion of the customers.
Introducing lungies in a separate brand name will not affect the sale of the existing
brands
2. New prints and designs will surely boost up the sale of existing lungies. Colorful
and attractive Karas should be given for dhotis.
3. If feasible more profit margins through liberal schemes and incentives could be
adopted to make the dealers push the Kitex items more.
4. Number of designs in a box of lungies and dhotis should be increased
5. System of replacement of rejected items should be improved since there is a
complaint about this among the dealers.
6. Kitex lungies and dhotis need more advertisements since the strong opponent
MCR has aggressive advertisements.
7. Frequent advertisements in TV will definitely improve the sale.
8. Much stronger relations could be built with dealers by taking them into confidence
through consistent promotion of the products.

40
 CONCLUSION

Kitex textiles are popular among customers for its quality and durability. Kitex
products have good brand images among the customers and dealers.

The study revealed that most of the dealers are not having good opinion about the
pricing of Kitex textiles and selection of Kitex textiles.

Kitex dealers were impressed with the distribution of Kitex Lungies and dhotis.
Dealers have good opinion about the quality of Kitex lungies and dhotis.

It is desirable to have a low priced lungies and dhotis to aim the market of lower
income people. Selection of Kitex products needs an increase to grab more market. It is
also desirable that the company must more importance to maintain good relationships
with dealers.

After considering various matters and evaluating the performance of Kitex the
future of Kitex is very prosperous. Kitex can go further for marketing the product to
more customers and to new segments.

41
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