Académique Documents
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SUMMER INTERNSHIP
REPORT
DECLARATION
Himani Chandra
/ / 2018
CERTIFICATE BY
MENTOR
Signature
Mr. Rishikesh Kumar
Assistant Professor
NIFT, Patna
ACKNOWLEDGEMENT
Signature
Chapter 1
2
Introduction- Satya Paul 3
1.1 Timeline 4
1.2 Introduction- Genesis Colors 5
1.3 Headquarter 6
1.5 What we do 7
Chapter 3
4
Marketing 26
3.1 Brand Position 27
3.3 Product 38
Chapter 4
5
SWOT Analysis 45
4.1 Clientele 46
4.3 Competitors 48
Chapter 5
6
TABLE OF Visual Merchandising 51
CONTENT Chapter 6
7
Production Policy 55
Chapter 7
8
Learning 65
Chapter 8
9
Reference 66
Chapter 9
10
Annexure 67
1
ABSTRACT
Apart from the main label, Satya Paul has a vibrant accessories
line offering an eclectic mix of ties, pocket squares, gift sets,
leather essentials, scarves, handbags and much more. Satya Paul
brings unique and convenient corporate gifting solutions for all
occasions.
2
CHAPTER 1
INTRODUCTING
SATYA PAUL
1.1 OBJECTIVE:
As part of Genesis Colors since 2001, the brand has grown from strength to
strength and is now present at over 35 locations in India and select high street
boutiques abroad. Satya Paul also has a strong presence with its ecommerce
portal satyapaul.com and presence on all prominent web ecommerce websites ,
namely, Amazon, Myntra and Jabong. At a time when there was little or no
awareness about fashion or the idea of designer brands in India, Satya Paul
introduced the idea of choreographed collections in 1985. The brand’s take
on print innovations and use of vivid color palettes did not only change the
way the consumer previously looked at Sarees, but also developed a
specific niche for concept-based designs.
1.1 TIMELINE
1988 Spring/Summer,
1st year top Kuala Lumpur Asia
selling label in sariés Fashion Week, Malaysia
1989 2006
Satya Paul line WWF Endangered
expands to launch Species collection
4 collections Show at New Delhi
1989 2006
Satya Paul line Wills Lifestyle India
distributed over 25 Fashion Week, A/W
cities
2001 2007
Satya Paul store Ray of Colours Fashion
opens in New Delhi show at London
2002
Satya Paul revives 2010
unique fashion Art of Tarot show at
events in 6 cities Chennai Fashion
Week.
2003
Satya Paul 2010
collection for the Celebrating 25
Dubai Royal Family. years of Satya Paul
at the launch of
2004 Delhi Eye, Taj Palace,
Satya Paul at New Delhi.
Madame Tussauds,
London
4
1.2 GENESIS COLORS
ABOUT US
Genesis Colors also holds the marketing and distribution rights in India for
several international luxury labels under its arm ‘Genesis Luxury Fashion Pvt. Ltd.’
The Genesis group brings an eclectic mix of splendid designer labels from India
and across the globe ensuring that our customers are spoilt for choice from opulence
to effervescence by brands.
The Genesis Group also has joint ventures with the favorite British brand Burberry,
Canali, the highly sophisticated Italian menswear specialist and Villeroy & Boch
Germany (for tableware).
5
1.3 HEADQUARTER
Gurgaon (Delhi NCR), the
company is led by
Sanjay Kapoor and has a
workforce of over 500+
employees across the country.
6
Brands are distributed out of 98 mono-brand
boutiques and other multi-brand stores and shop-in-
shops across major cities in India.
Our resource pool includes brand managers, product
designers ,visual merchandisers , buyers, and sales
and marketing team.
1.5 WHAT WE DO
7
1.6 CORPORATE SOCIAL
RESPONSIBILITY
8
1.7 COMPANY STRUCTURE
GENESIS
GENESIS GENESIS
COLORS LUXURY
9
BR
AN
DS
GENESIS
COLORS
SATYA PAUL
BWITCH
10
BR
AN
DS
CANALI
TUMI
JIMMY CHOO
GENESIS
LUXURY
COACH
PAUL SMITH
G-STAR RAW 11
LUXE BRIDGE
1.8 BRAND
PHILOSOPHY
12
POWER
With dynamic and energetic concepts,
our prints are powerful and polarizing,
opening up a bold range of possibilities
for our designs
13
Vibrant popular culture of art,
music and literature inspire them
to create beautiful clothes that
draw on youth and color
POP
14
PHILOSOPHY
15
THE SAREE
The only dress that takes shape of the woman who wears it’;
the Saree remains central to there design aesthetic.
16
INSPIRATION
17
CHAPTER 2
ORGANISATIONAL STRUCTURE
MD
Mr. Sanjay Kapoor
Total 7 departments
18
2.1 FLOOR LAYOUT
Design
Embroidery team
Pillar
Design Textile
team
Production Team
Pillars
Head
Mr. Sammit Guha
(for luxury & colors)
Head
Head Mr. Sushil Tuteja
Ms. Deepti Aggrawal (for luxury & colors)
(for luxury & colors)
Head
Mr. Vikram Bhasin
Head (for luxury & colors)
Ms. Alka Monga
(for luxury & colors)
Head
Mr. Dinesh Reddy
(for luxury & colors)
Head
Mr. Yash Behti
(for colors)
20
2.2 CROSS FUNTIONING OF
DEPARTMENTS
Production
Marketing Department
Department
Design
Department
(sourcing is also Retail buying
done by this & Planning Sales
department) Department Department
Production Marketing
Department Department
(VM and operations
comes under it)
90 days to launch and
hit the new season 21
merchandise in store
2.3 MERCHANDISE PLANNING PROCESS
FORECAST SALES
ANALYSIS
22
2.4 ACCOUNTS AND FINANCE
This department's function is simple. They deal with all the money for the organisation.
They look after what money comes in and out of the organisation.
Below are examples of what money matters the department looks after:
•Record payments (money) of what they receive from its customers for any service or
product they provide. They will bank any cheques or cash they receive from customers.
•Arrange payment to their suppliers. For example, rent, stock, raw materials,
telephone bills, stationary, utility bills, such as gas, electricity, water, etc, etc.
Records of all of these transactions are important so tax man can calculate the correct
amount of tax the organisation must pay.
23
2.7 LEADERSHIP STYLE
Strategic leadership
The strategic leader fills the gap between the requirement for
new possibility and the requirement for practicality by
providing a prescriptive set of habits. A successful strategic
leader delivers the goods in terms of what an organization
naturally expects from its leadership in times of change. 55%
of this initiative typically includes strategic thinking.
Activities Set Once the client's needs have been understood, the
next thing is to know about his budget ( which is
Into Big Picture seen from the last year sales report)
Segmentation
Fashion conscious people
Targeting
Urban upper class women
Positioning
Fashion-forward designer wear.
26
High Price Point
Suneet Verma
Sabyasachi
Satya Paul
AND by Anita Dongre
Ritu Kumar
High Meena Bazar Low
Fashion Fashion
Quotient Quotient
Shankuntalam
Bombay Selection
27
3.2 SOCIAL
MEDIA
The brand’s social media pages aid in creating a more conversational image online.
This is an essential tool to build brand awareness, build trust in the brand, and
engage with customers along with sharing the company’s passions and build loyal
communities.
These platforms can be utilized in a manner that assists e-commerce and general
awareness of new products and collections
28
CONTENT
The official Satya Paul page across all social media platforms will release first hand
information, news, images and opinions regarding the brand.
However, all members of the Satya Paul community are encouraged to re-post content
shared on the official page.
29
TWITTER HEADER IMAGE
An iconic image from the Satya Paul archive, look books or campaigns.
30
HEX DIMENTION
DON’T
It is strictly forbidden:
To have the hex colours in upside down position
To start hex colours from the middle of the gradients
To place the hex strip inside the live matter area
31
POSTS
RECURRENCE
New content to be created at a consistent
frequency, Twitter should be updated every
day and Facebook every alternate day unless
there is major coverage or news.
RELEVANCE
The content has to be relevant to the brand.
32
CONTENT
1. LOGO
1.1 Dimensions
1.2 Colours
1.3 Don’t
2. HEX
2.1 Dimensions
2.2 Don’t
33
LOGO
DIMENSIONS
MINIMUM
CLEARANCE
34
LOGO
COLOR
The Satya Paul logo can be used in any of these four colours,
except in Advertisements
DON’T
It is strictly forbidden:
To have the logo in angles
To use the tagline above the logo
To fill the logo in gradients
35
LOGO & HEX USAGE
These are the standard guidelines for the usage of
Satya Paul logo and Hex strip in all the packaging
and stationary.
BUSINESS CARD
LETTER HEAD
BILL BOOK
36
PACKAGING SCARF PACKAGING
37
The Satya Paul product line
comprises women’s designer
wear, handbags, clutches and
scarves, and men’s accessories
such as neck ties, belts, wallets,
and cufflinks
38
Sarees
39
SAREES
SRE- Embroidered
Saree
27,000 INR & Above
Nalki
Katdana
Christal work
Sticker
Pearl
Applique Work
Zari
Sequence
Fabric- Gorget, Satin,
Flat Silk, Super Net,
Mashroo Fbric, Linen Silk
40
Ready to Wear
41
Accessories
42
READY TO WEAR SKD-SALWAR KURTA
DUPATTA
ACCESSORIES
Handbags 4,000-5,500 INR
Clutch 4,000-5,000 INR
Tie 1295-2795
(Silk Tie) 2795 INR
(Normal Tie) 1295 INR
43
Accessories
44
CHAPTER 4
SWOT ANALYSIS
The color story, power of prints and their vivid color palatte is the main
USP of their brand.
The brand showcases its new collections at international fashion weeks and
S
STRENGTH
big shows like MISS WORLD which gives a lot of global exposure.
The brand is present in all major cities and several Tier-2 cities with over
30 stores
Satya Paul fame as an accomplished designer world-wide with privileged
clientele including many famous celebrities
The online store is a highlight which showcases all the collections
The brand has not been able to sell merchandise directly in international
W
markets even after it being acclaimed as major brand.
WEAKNESS
O
OPPORTUNITY
The brand can diversify further in men’s wear which still is limited to the
accessories segment.
The brand can work on tapping NRI’s who have the spending power for
the brand.
T
The foray of many designers into this segment of ethnic wear
poses a significant threat.
The brand faces its biggest threat from designer western wear
which is gaining prominence.
THREAT
45
4.1 CLIENTELE
Age Group
35 Years & above
Annual Income
30 Lkh per annum
and above
46
Taking an example of Vasant Kunj Store as it comes
in top 3 ranks in selling the merchandise
48
Satya Paul Store in quest mall is the largest store in india
Store Size- 2700 sqft
This store is the highest revenue generating exclusive outlet of
Satya Paul.
It was opened In on 30th September 2013. It showcases all the
merchandise of Satya Paul along with the accessory department
of the same.
49
50
CHAPTER 5
VISUAL MERCHANDISING
- display windows
- mannequins
- light & shadows
- accessory display
DISPLAY WINDOW
No fixed budget
it change every month according
to the season and requirement
Production Policy:
There are two types of Production Policies used by SatyaPaul for different
product lines:
1.In-house production
2.Buying
1.In-house Production:
SatyaPaul has an in house production unit for the following items:
1.Sarees
2.Ties
3.Pocket Squares
4.Ready to Wear
5.Suits
6.Lehengas
55
The following steps are followed for the in house production of items:
Forecasting
Designing
Range Selection
Sampling
Quality Check
Distribution
56
1.Forecasting- The first step of the in house manufacturing unit is forecasting.
Forecasting of trends for the season. Forecasting involves decisions to be
made about the colors and the designs which are to be incorporated in the
products for the season.
3.Range Selection- From the previously made designs, the best ones are
selected and the entire range is decided for the upcoming season.
5.Sourcing of Raw Materials- Post sampling raw materials are procured based
on the SKU requirements of all Satya Paul stores across the country.
57
6.Production & Lookbooks: Post procurement SKU production commences in
the Satya Paul Factory, simultaneously the designs get catalogued in the form
of a lookbook.
8.Distribution: Satya Paul's high quality products are then shipped to the
warehouse following which it is distributed among stores across the country.
58
1.Buying
1.Cufflinks
2.Handbags
3.Wallets
Design Selection
Sampling
Costing
Issue of PO
Quality Check
Payment Release
59
1.Design Selection- From the various designs offered by the vendors, SatyaPaul
shortlists and selects designs based on the forecasted trends.
2.Sampling- The next step after the selection of designs is the sampling stage.
The first sample i.e. the proto sample is sent by the vendor to the head office
(purchase department) for further inspection.
3.Costing- If the sample is selected, the purchase team asks for costing quotes
by the vendor. This step involves negotiations by both the parties and then the
best cost offered for the product is finalised.
4.Issuing of PO- After the cost is finalised, SatyaPaul issues a PO for the same.
5.Quality check- Once the PO is issued and the production begins, SatyaPaul
sends their quality check inspector to the factory at various stages and the final
check is done once the products reach the warehouse. If the consignment meets
the quality standards set by the company then the consignment is accepted else
it is sent back to the vendor
6.Payment Release - 15 days after the order arrives at the warehouse, Satya Paul
releases the payment to the external vendor.
60
6.1 SUPPLY CHAIN MANAGEMENT
POLICY
SUPPLIER
MANUFACTURE
DISTRIBUTION CHANNEL
RETAILING
CUSTOMER
61
3 IMPORTENT THING
MANUFACTURER
1. After receiving purchase order, sourcing of raw material
starts.
2. BOM (Bills off material) is given to manufactures for clear
direction.
62
SOURCING
PRODUCTION STARTS
Once the product is done with the final inspection vendor will
send goods to buyer warehouse
63
BUYER WAREHOUSE
1.Once the product is done with the final inspection vendor will
send goods to buyer warehouse
64
CHAPTER 7
LEARNING
Interning in Satya Paul with planning department proved to be fruitful learning as many things
were learnt which had only been studied in the books.
Satya Paul works under the brand philosophy of- the power of prints and their vibrant color
scheme, the target market is of urban upper class women.
The logo has a specific ratio (6:6:1) and can only be used in 4 colors i.e. black, white, pink
and orange.
Satya Paul has its own manufacturing unit and only buys PU-leather products and cufflinks from
external vendors. Corporate sales and Co-Branding department is one of the major revenue earning
department of the firm.
The warehouse is located in Manesar and is the same for both retail and corporate sales.
Market segmentation is the most important step for any firm to excel. Understanding the client's
needs and wants and giving them the correct options.
Retail Merchandising and Planning department deals in all the stock weather it is in a store or a
warehouse so I got to learn that ho to manage all your stock and allocate it to different stores
according to the requirement as Sales and Stock analysis and allocation is one of the
vital tools used in the retail industry to understand what sells well and what
doesnot.
The sale of a product depends on various aspects line need for color, style, design, price etc.
This analysis therefore helped me to analyze the sales pattern for a particular time period.
Every Monday morning my mentor used to give me a data from a software, they used to take out
the data.(QLIK VIEW)
I used to prepare an excel sheet applying Vlook up and others shortcuts as required to complete
that sheet and allocate the stock set wise every Tuesday or Wednesday to top most stores which are
selling the merchandise very well.
65
CHAPTER 8
REFERENCE
satyapaul.com/about_us. (2018, August 5). Retrieved from satyapaul.com:
https://www.satyapaul.com/about_us
https://www.telegraphindia.com/1140219/jsp/t2/story_17955804.jsp
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CHAPTER 9
ANNEXURE
67