LOVELY PROFESSIONAL UNIVERSITY

DEPARTMENT OF MANAGEMENT

Report on Summer Training

PRICING STRATEGY OF GRASIM SUITING

Submitted to Lovely Professional University

In partial fulfillment of the

Requirements for the award of Degree of

Master of Business Administration

Submitted by:

PRADEEP KUMAR

RS1906A16

10901935

DEPARTMENT OF MANAGEMENT

LOVELY PROFESSIONAL UNIVERSITY

PHAGWARA

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ACKNOWLEDGEMENT
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 The pricing strategy of Grasim suiting completion of any task would
be, but incomplete without mentioning the people who made it possible, whose
constant guidance encouraging crowned my effort with success.
I would like to begin with a special note of gratitude and heartfelt thanks to
Mr. S.K SONI, (MARKETING HEAD), who gave me the opportunity to
complete my summer project at GRASIM SUITING BHIWANI, (HARYANA)
I am extremely indebted to him for sharing his valuable time, comments and
encouraging suggestions which guided and inspired me throughout the
preparation of the project.
I express my special thanks to Mr. VIKAS SHARMA, (HR Manager) for giving
me their valuable opinions time to time.
At last but not the least, I am very thankful to all the staff members of
marketing department also.

PRADEEP KUMAR

10901935

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 DECLARATION

I PRADEEP KUMAR, student of M.B.A I.T III Semester of

LOVELY PROFESSIONAL UNIVERSITY hereby declare that the Summer
Training Report on “PRICING STRATEGY OF GRASIM SUITING” of
GRASIM SUITING BHIWANI. Is my original work and has not been
submitted by any other person.

I also declare that I have done my work sincerely and accurately even
then if any mistake or error had kept in it, I request the readers to point out these
errors and guide me to remove these errors in future.

Presentation In charge Signature of the Candidate

PREFACE
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Practical work experience is the integral part of individual learning. An individual
who is learning managerial concepts has to undergo this practical experience for
being a future executive.

Master of Business Administration is a two-year programmed that

inserts management knowledge in an individual to make that individual completely
professional for which practical experience is must.

GRASIM BHIWANI TEXTILE LTD Is the market leader in

TEXTILE sector. GRASIM SUITING offered me a project on PRICING
STRATEGY OF GRASIM SUITING to understand the current position through
dates provided by them.

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 Executive Summary

The outlook for the textile sector remains challenging. The branded fabrics market is likely to

remain stagnant and suffer from price competition even in the future. The domestic over-

capacity, commoditization of the suiting fabrics market and increasing preference for ready-to-

wear products will heighten the pressure. In such an environment, Grasim will lay stress on

improving efficiency and leveraging brand equity for stable returns. Our strategy is to enhance

market share, strengthen distribution network and improve efficiency.

We will invest in our existing strong brands , .Graviera. and .Grasim suiting’s., through

aggressive marketing and brand promotion. Product innovation and design development will be

focused on for improved market share and better volumes.

Amplifying our distribution network and better management of show rooms will be a priority to

maximize the benefits of the brand building efforts. Efficiency improvement for cost reduction

and enhanced margins will be another area of attention going forward.

The Grasim-Suiting’s case involves the FREEDOM FABRICS, which was entered into the

market in 1993 by Grasim-Suiting’s. This marketing plan summarizes the company’s situation at

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the time the FREEDOM FABRICS was introduced, and the different marketing strategies that

we believe would be best for Grasim-Suitings and their new fabrics.

CONTENTS

i. EXECUTIVE SUMMMARY

ii. INTRODUCTION OF THE COMPANY

iii. INTRODUCTION OF THE TOPIC

iv. OBJECTIVES OF THE STUDY

v. LITRATURE REVIEW

vi. RESEARCH METHODOLOGY

vii. DATA ANALYSIS

viii. LIMITATIONS OF THE STUDY

ix. FINDINGS

x. RECOMMENDATIONS

xi. CONCLUSION

xii. SUGGESTIONS

xiii. BIBLIOGRAPHY

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 INTRODUCTION TO ADITYA BIRLA GROUP

The Aditya Birla Group is a multinational corporation based in Mumbai, India with operations in

25 countries including Thailand, Dubai, Singapore, Myanmar, Laos, Indonesia, Philippines,

Egypt, Canada, Australia, China, USA, UK, Germany, Hungary, Brazil, Italy, France,

Luxembourg, Switzerland, Bangladesh, Malaysia, Vietnam and Korea.

A US$ 28 billion conglomerate, with a market capitalization of US$ 31.5 billion, over 50 per

cent of its revenues flow from its operations across the world. The group is a major player in all

the industry sectors it operates in. The Group has been adjudged the best employer in India and

among the top 20 in Asia by the Hewitt-Economic Times and Wall Street Journal Study 2007.

The origins of the group lie in the conglomerate once held by one of India's foremost

industrialists Mr. Ghanshyam Das Birla. He bequeathed most of these companies to his

grandson, Mr. Aditya Vikram Birla – the father of the current Chairman of the group, Mr. Kumar

Mangalam Birla.

Mr. Kumar Mangalam Birla is the grandson of Mr. Basant Kumar Birla, who heads his own

independent business conglomerate. Several other members of the Birla Family, own and run

their independent business groups.

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 COMPANY PROFILE

BHIWANI TEXTILES MILLS

Grasim Industries Limited was incorporated in 1948; it is the largest exporter of Viscose Rayon

Fiber in the country, with exports to over 50 countries.

This, along with Aditya Birla Nuvo can be considered as the flagship companies of the AV Birla

Group. Indian Rayon rechristened as Aditya Birla Nuvo Ltd in 2005.

It is the world’s largest producer of Viscose Rayon Fiber with about 40% market share. Textile

and related products contributes to 15% of the group turnover. Given below are a brief

description of the different companies under the umbrella of Aditya Birla Group involved in

Viscose Rayon Fiber, Textiles and Garments.

The erstwhile Punjab cotton Mills at Bhiwani in Haryana was taken over by Grasim Industries

1964.Subsiquently, its product mix was changed from cotton to polyester/ viscose suiting.

Today with a capacity of over 40,000 spindles and over 160 looms, Bhiwani Textile Mills

(BTM) caters to a large market in India. Its brand- Graviera

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Suiting- is well-received in Middle East, South East Asia,Cyprus, latin America and Mauritius as

well. The first to introduce Synthetic Denims and Polyester Jute Suiting, the Unit intends to

diversify into fancy yarn spinning and blended design suiting using fibres like silk, cotton ,

flax and jute. A leader in Yarn and fabric - right from its inception- BTM's brands include

,Adonis, and Sumo.

Bhiwani Textiles Mill is equipped with

1. World Class spindles.

2. Dornier Looms( Gremany) and Sluzer Looms ( Switzerland ).

3.Computerised matching systems and sophisticated jet- dyeing machines in its Processing Unit.

4. Computer Aided Design packages in its Fabric Developmnt Section.

BTM promotes the mega fashion event " Graviera Mr. India"- the winner of this event

participates in the spublicised event, it has provided a boost to the image of the company's

products.

5. It has Italian machinery for making perching and dying the cloth.

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BTM also promotes the mega fashion event “GRASIM MR. INDIA”- the winner of this event

participates in the publicized event, it has provided a boost to the image of the company’s

products.

Management System…………

Unit head

S Krishnamurthy

President
Head - finance &
comm.

A P Lohia

Vice President
I/c-Finance
Head - MIS &
S K Sharma Commercial
Gm Vacant

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 Finance I/c In Charge
Sales
Shiva Accounting MIS Ajay
Kumar I/c M L Popli
Senior Himmatramk
RK manager a Dgm Senior
SK Legal S ML
Singhal Sharma Comp I/c
Officer Section In
Sharma Mahans Charge
Senior Sanjay
Officer aria
Manager H officer
R Bahal Acharyya Officer
SL MIS O P
Singh Dy Mgr gupta Bofficer
K Khedle
Officer Sharma
Officer
RK VS Rajesh
Officer V
Sr.
K Officer
Malani
Sharma Poonia Sahal Wcm
Senior Officer Coordina Sr. N
officer
officer Asst Sushil
RK S S Gupta tor acharya
Officer Jain
Luharika Asst
Senior officer Asst
Asst
Officer officer
Officer
Sec
Support

PC
Verghese
Sec
Support K
V Santosh
Steno

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 Management Team Of Grasim Industry

Board of Directors

Mr. Kumar Mangalam Birla, Chairman

Mrs. Rajashree Birla

Mr. M. L. Apte

Mr. B. V. Bhargava

Mr. R. C. Bhargava

Mr. Y. P. Gupta

Mr. Cyril Shroff

Mr. S. G. Subhrahmanyan

Mr. Shailendra K. Jain (Whole-time Director)

Mr. D. D. Rathi (Whole-time Director)

Mr. S. B. Mathur

Business Heads

Mr. Shailendra K. Jain, viscose staple fibre

Mr. Saurabh Misra, cement

Mr. Ravi Kastia, sponge iron

Mr. S. K. Saboo, textiles, spinning

Mr. Vikram Rao, textiles, fabrics

Mr. K. K. Maheshwari, chemicals

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Whole-time Director and Chief Financial Officer

Mr. D. D. Rathi

Company Secretary

Mr. Ashok Malu

MAIN PRODUCTS OF GRASIM

 Rayon grade pulp

 Cement

 Textiles

 Sponge Iron

 Chemicals

 viscose stable fibre

Textiles:-

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 Its premium brands, the 'Grasim' and 'Graviera' range of fabrics, have distinctively

positioned themselves as 'the power of fashion'.

All of Grasim's units have earned ISO 9002 and 14001 certifications.

Product quality, innovation and eco-friendliness are a hallmark of all the company's

divisions .

PREMIUM BRANDS OF GRASIM SUITING

UNCRUSHABLES

PURISTA

CLEANFAB

ICETOUCH

FINESSE

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 E-STRETCH

FREEDOM

GRASIM SUITING AND GRAVIERA SUITINGS

ICETOUCH

One of the most successful innovations of Grasim in the past couple of years is

‘ICE TOUCH’. Ice Touch is a pioneer and continues to hold its preeminent

position in moisture management based products in India. This product is well

accepted all over India continues to be the market leader.

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This product is based on Japanese technology. Grasim have collaborated to and

innovated its use on Polyester Viscose blended fabrics to adapt this product to the

Indian conditions and the Indian consumer.

Ice Touch is a specially engineered product produced from selected fabric

constructions using innovative processing routines along with the aforesaid

technology to get a wonderful handle and feel coupled with the above properties.

Ice Touch provides cotton like comfort and PV like drape and wears properties.

In short ICE TOUCH is a unique range of fabrics possessing excellent handle, feel

and drape along with extraordinary moisture absorption and evaporation giving a

very cool and icy feeling.

CLEANFAB:-

CLEAN FAB is one of the most recent in-house innovations of Grasim Industries.

This is a functional Polyester Viscose blended fabric in which for the first time

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dust free and soil free concept has been introduced. This fabric is ideally suited for

the dusty atmosphere and environment prevalent in most parts of the country for

most of the year.

Generally soiling and soil release is a serious problem when hydrophobic fibres

(like polyester) are blended with cellulosic fibres (like cotton , viscose etc.) since

these hydrophobic fibres attract soil to a greater extent and release the soil less

readily during laundering.

In short CLENFAB is the ultimate product in terms of giving good comfort along

with the soil prevention and easy soil release properties.

UNCRUSHABLES:-

Uncrushables is a low crush fabric, first winter poly-wool fabric with anti-

wrinkling quality to be launched in the industry.

While no fabric is ever 100% wrinkle free, Uncrushables is far superior to other

competitive products with better crease recovery. The fabric is easy to wash and

care of. Meant for the hard and rugged life indoors or outdoors, it is available in 15

colors.

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FINESSE:–

Fine Fabric for Fine People

One of the most comfortable trousers made out of fine yarn. The fabric has a finer

count which lends itself to luxurious feel and handle. It is ideal for night wear,

party wear and outdoors.

Finesse is very easy to maintain and can be washed easily and carries a very

elegant shape and drape all day long.

The fabric provides greater comfort like cotton and comes in some of the most

exotic colors blue, black, beige, limestone, graphite and grey.

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 PRICNG STRATEGY OF GRASIM SUINTING

One of the four major elements of the marketing mix is price. Pricing is an

important strategic

issue because it is related to product positioning. Furthermore, pricing

affects other marketing

mix elements such as product features, channel decisions, and

promotion.Price is the one

element of the marketing mix that produces revenue; the other elements

produce costs. Prices are

perhaps the easiest element of the marketing program to adjust; product

features, channels, and

even promotion take more time. Price also communicates to the market the

company's intended

value positioning of its product or brand. A well-designed and marketed

product can command a

price premium and reap big profits.

Motivation :

Developing strategy is one thing-managing the change process to embed

that strategy in the

organization is quite another. The truth is that implementing effective pricing

strategy involves

changing the expectations and behaviors of all of the actors involved in the

sales process.

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Customers must learn that they will be treated fairly and that abusive

purchase tactics will not be

rewarded with ad hoc discounts. Sales must learn that they will be rewarded

for closing deals

that increase firm profitability rather than using price as a tactical lever to

increase sales volume.

Finance must learn to look beyond cost as a determinant of price to better

understand the

tradeoffs between price, cost, and market response. ―Financial incentives

are, without question,

one of the most powerful levers for behavioral change among salespeople.‖

What a price should do :

• A well chosen price should do three things:

• Achieve the financial goals of the company (e.g., profitability)

• Fit the realities of the marketplace (Will customers buy at that price?)

Support a product's positioning and be consistent with the other

variables in the

marketing mix price is influenced by the type of distribution channel

used, the type of

promotions used, +and the quality of the product.

• Price will usually need to be relatively high if manufacturing is

expensive, distribution is

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 exclusive, and the product is supported by extensive advertising and

promotional campa-

ign

A low price can be a viable substitute for product quality, effective

promotions, or an

energetic selling effort by distributors .

• From the marketers point of view, an efficient price is a price that is very

close to the maximum that customers are prepared to pay. In economic

terms, it is a price that shifts most of the consumer surplus to the

producer. A good pricing strategy would be the one which could balance

between the price floor(the price below which the organization ends up in

losses) and the price ceiling(the price beyond which the organization

experiences a no demand situation).

Traditionally, price has operated as the major determinant of buyer choice. This is still the case

in poorer nations, among poorer groups, and with commodity-type products. Although non price

factors have become more important in recent decades, price still remains one of the most

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important elements determining market share and profitability. Consumers and purchasing

agents have more access to price information and price discounters. Consumers put pressure on

retailers to lower their prices. Retailers put pressure on manufacturers to lower their prices. There

sult is a marketplace characterized by heavy discounting and sales promotion.

How Companies Price :

Companies do their pricing in a variety of ways. In small companies,

prices are often set by the boss. In large companies, pricing is handled by

division and product-line managers. Even here, top management sets

general pricing objectives and policies and often approves the prices

proposed by lower levels of management. In industries where pricing is a key

factor (textile, railroads, oil companies), companies will often establish a

pricing department to set or assist others in determining appropriate prices.

This department reports to the marketing department, finance department,

or top management. Others who exert an influence on pricing include sales

managers, production managers, finance managers, and accountants.

Executives complain that pricing is a big headache—and one that is

getting worse by the

day. Many companies do not handle pricing well, and throw up their hands at

"strategies" like

this: "We determine our costs and take our industry's traditional margins."

Other common

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mistakes are: Price is not revised often enough to capitalize on market

changes; price is set

Independently of the rest of the marketing mix rather than as an intrinsic

element of market-

positioning strategy; and price is not varied enough for different product

items, market segments,

distribution channels, and purchase occasions.

Others have a different attitude: They use price as a key strategic tool.

These "power

pricers" have discovered the highly leveraged effect of price on the bottom

line. They customize

prices and offerings based on segment value and costs.

Effectively designing and implementing pricing strategies requires a

thorough

understanding of consumer pricing psychology and a systematic approach to

setting, adapting,

and changing prices.

Price

Supply

Demand

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Quantity

GRASIM SUITING USING THESE TYPES OF PRICING STRATEGY

• Premium Pricing.

• Penetration Pricing.

• Economy Pricing.

• Price Skimming.

• Psychological Pricing.

• Product Line Pricing.

• Optional Product Pricing.

• Captive Products Pricing.

• Product Bundle Pricing.

• Promotional Pricing.

• Geographical Pricing.

• Value Pricing.

Common pricing mistakes:

Pricing is too cost oriented. Companies do not take enough account of the

overall market

demand and consumer psychology.

Prices are not revised often enough to take advantage of changed conditions

in the

marketplace.

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Prices are set independently of the rest of the marketing plan.

Prices are not varied enough for different product items and market

segments.

Prices are set to match or better a competitor without justification or

analysis.

Objectives

The purpose and main focus of the Grasim textile is to give its customers a good quality suits and

to deliver clothing quality. Examples of products in this industry include suiting’s, shirting’s,

trousers.

• Increase profits

• Attract new customer

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 • Maintain current customers

• Increase profit per customer

• Introduce new product

• Generate cash

• Innovation strategy

• Product quality leadership.

LITRERATURE REVIEW

1.Article….

1.)Title: STRATEGIES FOR REALISING VISION 2010 OF INDIAN

TEXTILE

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Author: J. N. SINGH

Textile Commissioner, Ministry of Textiles, GOI

Source: http://www.textileassociationindia.org/JTA_ISSUES/Art%206.pdf

Date: Vol 67, Jan-Feb 2007

Review:

Indian textile industry has been growing really well. Increase in the young population and also

due to the increase in the use of plastic money the demand is increasing in the domestic market

which is met by the increasing supply supported by the new women working force.

Also our stand in the world market is stronger than ever, with the quantitative restrictions on

china we are in a better position now. Many Indian companies have bought western brands

which has made penetration in the EU and the USA fairly easy further strengthening our exports,

but we are facing stiff competition from countries like Indonesia and Bangladesh so there’s a lot

more to be done.

The industry needs more investment in this sector and also needs to modernize to compete with

the other countries as our equipments and machinery are still outdated and even our labour laws

are restrictive which pose a serious threat on the further growth of this industry. So though India

has its strengths it also has its weaknesses which are needed to be taken care of to increase our

share in the world textile trade.

2.Articles…..

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Title: SCOPE OF BIOTECHNOLOGY IN TEXTILES

Author: G. V. N. SHIRISH KUMAR

Department of Fibres and Textile Processing Technology, MUICT,

Matunga, Mumbai

Source: http://www.textileassociationindia.org/JTA_ISSUES/MA-Art2-07.pdf

Date: Vol 67, Mar-Apr 2007

Review:

India has a wide range of textiles of varied designs and manufactured by different techniques

when compared to other countries of the world. The specialty in the weave of the textiles in each

region is developed based on location, climate and cultural influences. The rich and beautiful

products of the Indian weavers have been rightly called, “exquisite poetry in colourful fabrics”.

But with the advent of globalisation and modern technology we always find ourselves competing

with the countries that not only have better technology but are always looking for new and

modern fabrics to meet consumers varied wants. India also has been spending a lot on the

manufacturing of new and more appealing fabrics. We are spending more and more on the

research of such fabrics. A very new way to go about this research is through Biotechnology. It

offers the potential for new industrial processes that require less energy and are based on

renewable raw materials. It helps in the production of fabrics free of loopers, bollworms and bud

worms in cotton etc providing almost 50% greater strength and better quality. These fibre

materials are also called biopolymers. Biotechnology is one of the revolutionary ways to advance

the textile field.

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3.Articles…

Title: GROWING IMPORTANCE OF COTTON BLENDS IN

APPAREL MARKET

Author: Dr. SHILPA P. CHARANKAR, Mrs. VEENA VERMA, Ms. MITTU GUPTA

Department of Textiles and Clothing

Dr. Bhanuben Mahendra Nanavati College of Home Science, Matunga, Mumbai 400 019.

Source: Journal of textile association

Date: Vol 67, Jan-Feb 2007

Review:

As the need for innovation is increasing by every passing day due to the global competition and

also today’s consumer is seeking not just clothing but a clothing with a difference which not

only has good appearance but is also durable and is climate specific.

These things can be achieved by improving the spinning, weaving, and finishing efficiency.

Rather than just producing cotton which is less durable than a fabric which is a blend of nylon/

wool/ cotton should be produced.

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Blending is a complicated and expensive process, but it makes it possible to build in combination

of properties that are permanent. It makes the fabric better and gives it a competitive edge. Its

inevitable in a global economy where everyone needs to be prepared for the competition ahead

and where the competition is not just from the domestic but also from the international players.

4.Articles…

Title: WOMEN ENTREPRENEUER DEVELOPMENT

IN GARMENT MAKING

Author: Dr. N. VASUGI

Reader Family Science & Community Development Department

Avinashilingam Deemed University

Source: Journal of textile association

Date: Vol 67, Mar-Apr 2007

Review:

Textile industry is the largest foreign exchange earner and also the second largest employment

provider next to agriculture. Worldwide garment industry is the third largest employer of the

women even in Indian garment industry 80% of the people employed in it are women. Further

also it has a lot of job opportunities for everyone women included with the increased investment

to push the growth forward and also with more and more small and medium entrepreneurs

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coming up in this industry. But that doesn’t mean we are free of weaknesses. If we are able to

meet up the internal challenges of production we will be unstoppable.

5.Articles..

Title: TRADE REFORMS AND EFFICIENCY OF FIRMS IN INDIA

Author: UMA S. KAMBHAMPATI

Source: Oxford Development Studies

Date: Vol. 31, No. 2, 2003

Review:

In this paper, we analyze efficiency levels in the cotton textile industry before and after the

reforms. The cotton textile industry is one of the oldest and most highly regulated of India’s

industries. Inefficiency, relative to the frontier, is therefore likely to be widespread in this

industry. The last two decades have seen a number of reforms that may be expected to decrease

this inefficiency. This paper, however, is mainly concerned with the impact on firms of the

reforms undertaken in 1991.

Liberalization increased overall welfare by increasing output in sectors with excess profits;

allowing firms in sectors with unexploited scale economies to increase output; and by increasing

technical efficiency, increasing competition and decrease market power, increasing the elasticity

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of demand facing domestic firms while at the same time shifting their demand curve to the left.

Second, it is expected that the domestic sector will become more efficient as firms exit the

industry in the face of increased competition. Surviving firms, in their turn, may experience an

increase in technical efficiency because liberalization increases competition.

Another dynamic benefit from liberalization is expected to be an increase in technological

innovation

Firms locating in certain regions may benefit from external economies of scale and scope,

dynamism of a certain location as against the inertia displayed by firms in other locations.

We also find that these changes in efficiency do have a regional dimension: while all firms fared

less well after the reforms, those in Gujarat the fared less well than that in Tamil Nadu. The

paper indicates that geography—the location of the firm within a state and its proximity to a

major urban centre influences the efficiency levels of firms within it. The paper indicates that

average efficiency seems to have increased in the post-reform period. We find that the behavior

of many of these variables changed considerably in the post-reform period and led to changes in

efficiency levels. This framework enables us to consider whether efficiency has increased

because of factors such as market shares, exports, imports and capital.

6.Articles…

Title: IS THE URBAN INDIAN CONSUMER READY FOR CLOTHING WITH ECO

LABELS

Author: Paromita Goswami

Department of Marketing, Xavier Institute of Management, Bhubaneswar, India

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Source: International Journal of Consumer Studies ISSN 1470-6423

Date: 2008

Review:

The technological development in global textile industries has been rapid, but the textile industry

in India has largely been driven by small units that practice age-old methods of bleaching and

dyeing, which adversely affect the balance of the local ecology.

The textiles industry in India is traditionally one of the worst offenders of pollution, with its

small units following outdated technology processes. One opportunity to reduce the

environmental impact of clothing industry in India is to concentrate textile production within

environmentally certified or eco labeled clothing.

Environment-friendly labels or eco-labels manifest the efforts of an industry to become or be

perceived as environment-friendly. Eco-labels are normally issued either by Government

supported or private enterprises once it has been proved that the product of the applicant has met

the criteria set by them for the label. Again, although no strong relationship was found between

environmental knowledge and attitudes, environmental attitudes are found to be the most

consistent predictor of pro environmental/ ecological purchasing behavior. Shoppers responded

more positively to product related environmental messages when purchasing clothing than cause-

related messages; and environmental claims were more credible if attributed to the green brands

than to neutral brands. Consumers may opt for higher-priced eco-labeled apparel as it may

indicate higher quality of the product. The results suggest the existence of a segment of

consumers who are positively motivated towards eco-labeled garments. This segment profile is

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described in terms of demographic and psychographic variables. Managerial implications and

future directions are suggested.

7.Article

Title: Estimation of Cost of Quality in an Indian Textile Industry for Reducing Cost of Non-

conformance

Author: ARUP RANJAN MUKHOPADHYAY

SQC &OR Unit, Indian Statistical Institute, Kolkata, India

Source: Vol. 15, No. 2, 229–234

Date: March 2004

Review:

In today’s world which is packed with competition a company has to exhibit certain competitive

advantage to outperform its competitors. This can be in terms of cost cutting which is displayed

by Indian textile industry. Quite naturally, this facilitates survival and further growth of the

company.

Costs of non-conformance (CONC) are all the costs incurred because failures occur. Had there

been no failure, there would have been no requirement for appraisal and correcting activities.

However, prevention inevitably involves some costs. These are preventive costs, or the costs of

conformance (COC). This includes all the costs associated with any activity designed to ensure

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that the right activities are carried out right first time. Indian textile industry can reduce its cost

of non-conformance and strengthen its competitive position by focusing on customer orientation.

And, of course, reduction of cost of non-conformance is much more preferable to increasing the

volume of sales turnover, especially in a competitive market or a recession which is our present

scenario.

8.Article...

Title: Impact of Global Meltdown on India's Garment Exports

Author: Mr.Montek Singh Ahluwalia

Source: AEPC

Date: NA

Review:

Apparel exports contribute around 8% to India's overall exports and 48% to textile exports. It

exports to many countries but due to global recession, sales are falling and thus, companies are

cutting down on employees. Many are reducing the working hours there by reducing the earnable

income by these people.

But even in such times there are countries like Bangladesh which are gradually taking over our

share of business. They can do so because they have many advantages like favourable

government policies , cheaper power and labour etc. , but if we take proper measures now we can

turn the situation around for our benefit.

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9.Article…

Title: Textile Artist Works to Inspire New Generations by Designing Maine-Made Hand-Printed

Fabrics

Author: Carol Arnold

Source:http://www.fibre2fashion.com/industryarticle/pdffiles/18/1727.pdf?

PDFPTOKEN=c10276b37d42b3971e69790b98416a1fc025654a|1238622560#PDFP

Date: NA

Review:

The article talks about the beauty of the 100% natural fibers and the different hand made designs

and prints on these fabrics. These fabrics are not manufactured or computer generated, that’s

what makes it so special. As everything made out of it is original and authentic which is evident

in the slight imperfections that the fabric has. This sort of a creation is not an easy one as

everything is custom made.

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The article talks about how a personal favorite accessory inspired a woman to start making and

designing these fabrics and using them for her personal line of related accessories. Its to bring

awareness of the craft of traditional textile art to the new generation.

10.Article/…

Title: The Global Textile and Clothing Industry post the Agreement on Textiles and Clothing

Author: Hildegunn Kyvik Nordås

Source: World Trade Organization

Geneva, Switzerland

Date: NA

Review:

The clothing industry is labour intensive and it offers entry-level jobs for unskilled labour in

developed as well as developing countries. As even the developed countries need this industry to

be successful as it provides jobs to many and finding an alternative job may be a difficult task.

Also this is a low wage industry and a dynamic and innovative sector, depending on which

market segment one focuses upon.

Its actually easier for the developing countries to adopt the modern technology as it involves low

investment. After all impact of liberalization can be felt on this industry too. There’s suddenly a

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need to be abreast with the latest technology and the managerial developments happening in the

other parts of the world.

The countries that are most likely to lose market shares are those located far from the major

markets and which have had either tariff and quota-free access to the United States and EU

markets, or which have had non-binding quotas. These countries will undoubtedly face

adjustment challenges. there is no doubt that both China and India will gain market shares in the

European Union, the United States and Canada to a significant extent, but the expected surge in

market share may be less than anticipated, as other developing countries are catching up in terms

of unit labour costs in the textile and clothing sector.

11.Article…

Title: Traditional Ethnic Designs

Author: Fiona Muller

Source:http://www.fibre2fashion.com/industry article/pdffiles/18/1780.pdf?

PDFPTOKEN=4881e56316ac72c0d3b27d5c5390d254e344 d6e|1238622720#PDFP

Date: NA

Review:

This article talks about the amazing heritage that a country like india has, which is filled with

varied and unique designs like buta work, chikankari, bandhez, block printing and many more.

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Most of these attractive designs originated from the state of rajasthan. The residents of this state

have been involved in these creations since a very long time.

These textile techniques are used for producing wonderful original dresses, kurtas, skirts etc.

which we see later in the various high street stores. This is among the various reasons which

make the Indian textile industry so attractive and its garments so unique.

12.Article..

Title: FUNCTIONAL TEXTILES

Author: M. D. TELI, G. V. N. SHRISH KUMAR

Department of Fibres and Textile Processing Technology

Institute of Chemical Technology

Source: journal of textile association

Date: may- jun 2007

Review:

In fast developing economies like that of India and China, non implantable healthcare and

hygiene products are gaining significant importance because of specificity of their end uses.

Today’s customers are a very conscious about the money they spend. While buying apparels too

this sense of theirs is quiet strong. They want the fabric and the clothes to not just look good or

be reasonable but also to provide certain functions which will make the user of such apparels

enjoy some benefits. These are the new age functional textiles. These have opened new doors for

the textile and apparel industry. These applications are highly crucial as these materials carry

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high end performance properties. Protective textiles offer protection from hazardous chemicals,

heat, extreme cold, radiation and have special application potential in today's technologically

advanced world. In addition to this, advent of nano-technology has opened innumerable avenues

giving rise to high performance textiles and apparels.. Producing such textiles will reduce india’s

dependence on imports of similar fabrics and products.

13.Article…

Title: Global Recession Impacts on Fashion Industry: Strategies for Survival

Author: NA

Source: http://www.teonline.com/articles/2009/03/global-recession-impacts-on-fashion-

industry-strategies-for-survival.html

Date: March 20, 2009

Review:

The article talks about the impact of recession on the fashion apparel industry and how its

earnings have reduced due to the recession. The customers are not spending lavishly anymore;

they have become very conscious of the money used by them. They no longer pay just for the

garments etc. but for the kind of services that their suppliers are providing them even at the time

like this. Due to controlled spending these manufacturers get less revenues and thus many are

losing their jobs and also there’s a credit crunch in the market. So many companies are looking

for ways to turn the situation around by either merging with other companies and firms or by

asking private financers to help them with their financial issues.

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At a time like this the only thing that can save these companies and their brands is getting their

customers committed to their brand and making them loyal to it. It’s all about gaining their trust

by providing consistent and reasonable products to them and to build strong relationships with

them.

14.Article…

Title: Innovations in the Apparel Industry to Keep Up With the Competition

Author: Dagur Jonnson

Source: http://www.articlesbase.com/business-articles/innovations-in-the-apparel-industry-to-

keep-up-with-the-competition-192218.html

Date: Aug 2nd, 2007

Review:

The abolition of global textile quota system from America has made the big players of the

industry to restructure their business again to survive in the strong competition of the American

apparel market. This trend of reorganizing the business for stiff competition is visible in

American apparel industry. The areas in which this industry is concentrating more are better

merchandising, better inventory management, consolidating sources and more involvement in

sourcing the country. The only target behind all these is reaching the market in a better way and

that to with a wide range of products. These innovations are what makes one player different

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from the other so everyone is investing in R&D, just so that the benefits could be reaped of the

new creations developed by them.

15.Article..

Title: Apparel Industry Keeps Watch on Wall Street's Financial Crisis

Source: http://www.articlesbase.com/international-business-articles/apparel-industry-keeps-

watch-on-wall-streets-financial-crisis-580190.html

Date: Sep 26th, 2008

Review:

With the financial crisis in the U.S., the fates of Lehman Bros. holding inc, Merrill Lynch and

Co. etc., the customers are getting more and more tight in their expenditure. A lot of people

assess their wealth based on the value of their holdings. If their holding vale drops they feel poor

and if they feel poor they spend less. Apparel manufacturers have several things to worry about.

A slump in consumer demand obviously means fewer orders. Even credit is likely to get tighter.

But obviously for those companies that are in a stronger financial position, credit is still

available.

Factors that give loans based on accounts receivable are being more cautious, scrutinizing

retailers to make sure they are credit-worthy. They are keeping a very close eye on everyone.

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Also it’s a great time for anyone who has enough money to carry out buyouts as companies can

be obtained at a bargain price at this time.

STRATEGIES OF BTM

Strategies are key to achieve objective. Every company must have a set strategies through

which it achieves its objective. B .T.M. has also its well defined strategies which is

Implemented in all the three levels . The strategies are :-

 World Class Manufacturing

 Birla Management Centre

 Quality Circles

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 5-S ( a house keeping practice )

 Total Quality Management (TQM)

 Participative Management

1. WORLD CLASS MANUFACTURING(WCM)

In order to delight customers, employees, stakeholders and to become a Successful

competitor in global market, Aditya Birla Group has evolved and promoted this top rank

methodology of W.C.M. to sustain excellence in company wise performance. This is

multidimensional viz. waste elimination, 5-S, JIT, TPM System & Cash Flows.

2. BMC (Birla Management Centre)

Philosophy behind its logo: The philosophy of BMC is beautifully captured in its

symbol.The logo has been designed to reflect concept of group dynamics and group Synergy,

six symbolic person, one is dark blue and five is light blue denote one group, all fusing their

energies and knowledge to form a strong nucleus.

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 3.Quality Circles

Quality is match word of the unit. It is not imposed by checks and counters Checks. It is a

part of total manufacturing system. Quality is first parameter. Again in order to maintain a

superior quality of the product various Management practices and being carries out by top

management. Quality Circles meetings have been formed by the top management with a view to

Increase the involvement and responsibility in their individual work areas. After completion of

the Project, award by way of recognition are given to all The quality cirles team members.

4.S (A House-keeping Management)

Good quality management producers can prosper only in clean and serene

Atmosphere an so the top management at BTM have implemented the 5-S

Technique (related to the wok environment):

 Seiri Sorting out unnecessary items.

 Seiton Systematizing necessary items.

 Seison Sweeping of work place and machines.

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  Seiketsu Sanitizing.

 Shitsuke Self disciplining.

5. TQM (TOTAL QUALITY MANAGEMENT)

Today’s executive view the task of improving product and service quality as

Their top priority. Most customers, whether they are internal or external will

No longer accept average quality performance. If company wants to stay in

They have no choice but to adopt TQM.

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 Because of this strong quality consciousness of BTM ,in 1994 Graviera was awarded the

prestigious ISO 9002 so certification. Each process from buying the

Fibre to the finished fabric monitored by the computerized machines, highly observant

workers and technicians.

SWOT ANALYSIS OF BTM

Strengths of BTM

1. BTM is a composite firm in Haryana.

2. BTM is a financially sound firm.

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 3. Working environment is peacefully (Union is strength principle is followed)

4. Facilities given to employees & employers on time and upto date.

5. Product quality is given equally to all (Wholesaler, Retailers)

Weaknesses of BTM

1. Basic salary structure is not up to date some manipulations are needed

2. Not sufficient facilities are given employers & employees

Opportunities for BTM

1. Given chance to Grasim to make & sale its product providing them manpower, machine ,

money , market , material

2. In near future they will start readymade garments

Threats to BTM

1. BTM face threats from its competitors like Vimal , ocm , Siyaram , Raymonds

BTM face in overseas market like Phillipines , Malaysia , Canada , Mexico , America

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 Size, growth, profitability

By the early 1990’s there were many different companies that focused on suitings, with the

leader being Grasim-Suitings. By 1991, Grasim-Suitings held the number one position in India

for the sale of suitings, accounting for 39% of the Indian fabrics market. The company’s sales

and profits were increasing each year, and by 1991 sales

Totaled “1.03 billion dollars, while profits totaled 9.8 million dollars,”. At this point in time

Grasim had introduced two different types of Fabrics to the market, the Grasim Classic and the

Grasim Plus.

Growth Patterns

Consumers first purchased Fabrics without much knowledge or information concerning the

product’s quality. As new product development increased, and consumers became better

informed about the quality of Fabrics, they began to focus their interest not only on good quality

but on better designs also because consumer interest and FABRICS purchases began to increase,

advertising and promotion also began to increase, which lead to the development and addition of

the super-premium product class. The super premium product class was a “sub-category of

Fabrics partly offset by downward pressure on average showroom prices in mass-merchandise

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channels,” in metropolitan cities. Consumers began to purchase fabrics based on the specific

quality each company had to offer.

WHAT CAN WE DO

a) Sampling

b) Seeding

c) Perfecting a new product

d) Trade and / or Consumer Research

e) Launch of new products

f) Co-Branding

g) Joint Promotion

h) Sharing Distribution

WHAT CAN YOU EXPACT

Under this our partners can expect / avail of the following support services from Birla Viscose

a. Yarn Logistic support: A good quality viscose or viscose blended yarn can be made

available from a good spinning mill with in time.

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b. Technical support: Viscose based processing support through manuals is available on a case-

to-case basis. Physical demonstration at select process houses is also carried out for the benefit

of the knitters and pocessers.

c. Design and Development support: We have an application development

center at TIT & S; Bhiwani, where we keep on developing new product and concepts.

d. Marketing Support: To tie up spinners/ knitters/showcase.

General marketing strategy

1. Niche/mainstream positioning strategy

The brand was earlier positioned as a Modern Fashion Brand. The positioning was reinforced by

a series of new fibre launches . The collections like Aqua Soft, Ice Touch etc kept the brand in

the limelight. The brand used the tagline " Power of Fashion" to convey the positioning.

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Now the brand has changed its positioning. Grasim has roped in the Bollywood Super hero

Akshay Kumar as the brand ambassador. The tagline has been changed to " For the Self Made".

The TVC featuring the actor is now on air.

The repositioning is very significant for the brand because of the nature of competition that it

faces. The competition is not only from the textile brands but also from the Readymades. Every

day we have new brands cropping up. In the brand competition , brands like

Mayur , Reid and Taylor, Raymond's have stepped up their campaigns.

Grasim wanted itself to be relevant and hence this attempt.The brand now has changed its

personality from a Fashionable brand to an Ambitious Brand. According to a report in

Agencyfaqs, the brand has broadened its TG to include the rural and small town markets where

the Ready To Stitch wears are still popular. The new TG is 35 + male from smaller towns who

are informed, fashion conscious and ambitious. In that way the choice of the brand ambassador is

apt. Akshay is known for his humble beginnings and his struggle in life as a cook, a martial arts

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trainer and then to stardom. Hence the brand ambassador and the new positioning has many

things to share.

The new TVC also tries to relate the life of the actor and the brand. Impressive thought. The

brand has now adopted the mainstay marketing philosophy of most of the readymade brands now

existing in the market.

Get a star to endorse it. In that way Grasim has forced itself to move to the popular road ( easy

one ) . The brand is expected to spend around 7- 8 crore on this exercise. Remember that Grasim

has become popular on the strength of the innovations in fabric rather than emphasis on

promotions. Grasim was perceived to be an upmarket elite brand. The brand was also sold at a

premium. Infact this is a brand that has used EVENTS to promote itself as an upmarket

fashionable brand. Grasim was the brand that came out with the first Mr India contest which is

running in its 12th Year. When it was launched, the contest evoked lot of PR and media attention

which inturn benefited the brand.

But the managers at Grasim wanted the brand to look at the masses. From the elite premium

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club, the brand wanted itself to be more affordable. The logic behind the

current repositioning is to make the brand a Masstige brand. Hence the brand chose to go in for a

undifferentiated celebrity approach. By doing so, Grasim is putting its entire brand equity at

stake and that too on a celebrity. Grasim could have done so with out a celebrity. Now look at

the plight of Mayur suitings which took Salman as its brand ambassador. Now Salman is in Jail

and can the brand bank upon Salman?

I am not jumping into conclusion that the new positioning of Grasim is not good.

I feel that it lacks the depth and is too much depending on the endorsers rather than the brand

itself. After the contract with Akshay ends, what will the brand do next ? Can it survive with a

model? NO !It will have to find another celebrity who was self made . The brand has put itself

into a vicious circle and it may have to depend on one celebrity or another. Personally I feel that

a brand should stand for itself not on any real person ( celebrity).

I think that the brand had made an error in believing that the guys in semi urban and rural

markets are only influenced by celebrities . I am sure that they are pretty confused by the

plethora of celebrity endorsements and may be looking for a change. Those fashion conscious

customers of Grasim will be wondering what happened to this fashionable brand suddenly

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changing its personality. Akshay is definitely a right celebrity to endorse the brand with the new

positioning.

2. Product differentiation strategy

By differentiating a product, it creates a difference that sets certain products apart from other

products, and also targets certain market segments.

Grasim-Suitings will need a product differentiation strategy that will make the FREEDOM

FABRICS unique from all other Fabrics already available on the market. The company will also

need a strategy that will appease to certain consumer segments. By coming up with this strategy,

it in return will cause Grasim-Suitings to increase profits and market share.

The main area of this strategy’s focus should be placed on the design and quality of the

FABRICS. For example, we suggest Grasim make sure the consumers know that the quality they

provide is best in that price range, and that no other FABRICS on the market is designed this

way. We suggest that a picture is placed on the fabrics package showing the different designs.

This way the consumer will be able to differentiate the FREEDOM from all other Fabrics.

We suggest that Grasim-Suitings package the FREEDOM FABRICS differently than the other

FABRICS companies. We think that the Fabrics’ packaging should be very colorful in order to

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draw customer attention away from other suiting range. The name FREEDOM should also be

placed on the packaging in a distinct font.

3. Price/quality differentiation strategy

Our main focus here is on the customers. We want them to be able to get the most for their

money. By producing a superior FABRICS, that offers more qualities than the other Fabrics

available on the market, at or

around the same price as the competition, consumers will hopefully want to purchase the

FREEDOM FABRICS over the others. There will be more qualities offered at no extra charge.

The price of the FABRICS if positioned as a mainstream product will have to be equal to the

prices of the other Fabrics already available on the market. If the FREEDOM FABRICS is

profitable and there is a high percentage of consumer demand, then Grasim-Suitings might want

to

consider increasing the price of the FABRICS by a small margin.

4. Mission marketing strategy

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Grasim-Suitings’s mission strategy is to be successful in the FABRICS market, and hope the

FREEDOM FABRICS is not a failure. They will strive to gain a competitive advantage over

other companies, while producing a profit, and satisfying the wants and needs of buyers. A goal

of Grasim-Suitings is for the FREEDOM FABRICS to add utility or value to its consumer’s

lives.

Target markets

Over the last decade, people have become more confident and the positive attached to a well

designed & a branded fabric. People have accepted branded fabric as an essential part of life.

SEGMENTATION

The clothing market con is broadly divided into two segments:

• Organized sector dominating 36%of the market.

• Unorganized sector catering to 64% of the market

TARGETING

The segments that are targeted are as follows:

1. Age

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 • Youth segment (20 - 30yrs): goes for stylish

• Core targets (30+): goes for quality

2. Money

• Lower, constituting 5% of market share

• Middle, constituting 35% of market share

• Higher, constituting 65% of market share

V. MARKETING MIX

A. The Product

1. Development and history

The product in which this marketing plan focuses around is the FREEDOM FABRICS.

Production began in September 2008 when the company put together a research team whose

purpose was aimed at testing the design & quality of the fabrics, how the company would market

the product, and how the company would gain a competitive advantage over others. Grasim

Suiting’s mission was to “develop a superior, qualitative, designable suiting range”.

Grasim-Suitings referred to the FABRICS as a “Designer innovation, because researchers used

designer motion analysis to track consumers’ dressing movements and consequent levels of

satisfaction. By studying consumers dressing sense, and focusing on areas of the interest that had

developed excessively in minds of customers, researchers were able construct a newly designed

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FABRICS. The research team tested and experimented with the fabrics by taking response from

the customers. This led to the introduction stage of the product life cycle, with the “launching” of

the FREEDOM FABRICS to the fabric market.

2. Design/quality

The main design of the product concentrated on the interest of the customers. The FREEDOM

FABRICS included three different categories of suiting, each having its own responsibility. The

company was focussing on research and development. It had so far spent Rs. 25-30 crores on the

fabric R & D centre.

At present, the company was concentrating only on men's suiting. It was doing a survey for

women's wear. However, the company is in the women's wear through its garment segment

under the brand name `Allen Solly'.

3. Goods classification

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The FREEDOM FABRICS can be classified as either a homogeneous or heterogeneous shopping

product. Some consumers may see it as a homogenous product because they see all Fabrics as

the same, and place their attention on the lowest prices. Others may see the fabrics as a

heterogeneous product because they see the need to “inspect for quality and suitability”.

B. Price

Under a niche-positioning strategy Grasim-Suitings would price the fabrics at Rs. 900-2350 a

miter. Under a mainstream-positioning strategy, the company would price the fabrics at Rs.

1300-4650 a miter. If the fabrics was sold to professionals “eighty percent of sales would be

priced at Rs. 900-2350 a miter; the remainder would be sold at Rs. 1300-4650 a miter.

C. Branding

Recognizing the power of fashion to position itself as a market leader in the new millennium, the

Rs. 300 crore textile divisions of Grasim Industries, a part of the Aditya Birla group, has

announced major revamping of its premium brand `Grasim Suiting'.

After years of being a traditional brand bearing the trade-mark `Gwalior', Grasim Suiting is now

re-positioning itself as a fashionable brand.

D. Promotion
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The price budget for promotion was set at 1200 crore. The company’s promotion plan was to go

through huge add campaigns. Grasim-Suitings planned to promote the freedom fabrics, by the

help of bollywood star Akshay kumar who is brand ambassador of company.

Grasim has roped in the Bollywood Super hero Akshay Kumar as the brand ambassador. The

tagline has been changed to "For the Self Made". The TVC featuring the actor is now on air. The

repositioning is very significant for the brand because of the nature of competition that it faces.

The competition is not only from the textile brands but also from the Readymade. SO it has to

promote its product considering ready made garments also.

E. Distribution

1. Types of Distribution

Aside from convenience stores and large showrooms, many malls played a key role in the

distribution of Grasim suiting products. “Mass merchandisers gained share due to increased in-

store promotional support”. Because of the increase in the demand for suiting products, stores

began shelving more suiting products. This was a big advantage for Grasim-Suitings because

there would be more room in the stores for them

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to market the new Freedom fabrics. Marts also played a big role in the distribution of Grasim

products.

1. Strengths/Weaknesses of Distribution

Since many of the retail stores began to open more hanging space, this would allow for Grasim-

Suitings to situate the freedom where they thought it would gain attention from consumers. The

only drawback about distribution for Grasim-Suitings was marts. Grasim-

Suitings did not hold the market share for the distribution of Fabrics in marts. “With a dedicated

sales force, ready-mades’ dominated this market. Without dominating the retail market for

Fabrics, Grasim-Suitings would have to focus more strongly on other retail locations,

considering in 2005, “22% of all Fabrics were expected to be distributed to consumers by retail

stores”.

F. Communication Strategies

1. Promotion pricing

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It has been proven that increasing promotion has lead to an increase in consumer demand. Both

Grasim-Suitings and their competitors spent a lot of money on the promotion of their new

products. “VIMAL spent 700 CRORE in media’s support to introduce its new Reach suiting

range; JCT spent 200 crore to launch its new range.

1. Advertising Budget

Because competition was increasing, these companies saw it necessary to increase their spending

on promotion. Companies began to offer purchase deals, such as discounts, special percent off

coupons, and many other.

2. Advertising programs

“Total media spending for the category, primarily on television advertising, was estimated to

total 55 crore in 1992 and 70 crore in 1993,”. Between the years 1998 and 2007, Grasim-Suitings

ran four different commercials. Each commercial had its own marketing

situation, platform, execution plan, and tag line. The marketing situation that the last commercial

dealt with before the introduction of the freedom fabrics was “keeping fashion & latest trend in

minds.” Grasim’s copy platform for this commercial stated, “for the self made.” Grasim’s

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execution plan was, “Armed to the latest trend in fashion where the designs were soldiers.” And

Grasim’s tag line was, “Grasim- For the self made,”.

RESEARCH METHODOLOGY

When we talk of research methodology, we not only talk of the research methods but also the

comparison of the logic behind the methods, we used in this context of our research study and

explain why we are using a particular method or technique and why using the others. Research

methodology is a way to systematically solve the research problem. It may be understood as a

science of studying how research is done systematically. In this, we study the various steps that

are generally adopted by researcher in studying his research problem along with the logic behind

them.

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“The present study is based upon the case study method of research to investigate procedures at

micro level”.

As the study is analyzing probing in nature, thus, entirely based on the secondary data gathered

through the annual reports of the industry. Therefore it provides a historical perspective of

decisions.

RESEARCH

Research refers to search for knowledge. Research is an original contribution to the existing

stock of knowledge making for its advancement. It is the pursuit of truth with the help of study,

observation, comparison and experiment. In short, the search for knowledge through objective

and systematic method of finding solution of the problem is research. The advance learner’s

dictionary of current English gives the meaning of research “a careful investigation or inquiry

especially through search for new facts in any branch of knowledge”.

RESEARCH DESIGN

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 Research design is the first and foremost step in methodology adopted and undertaking

research study. It is overall plan for the collection and analysis of data in the research project.

Thus it is an organized, systematic approach to be the formulation, implementation and control

of research project.

In fact a well planned and well balanced research design guards against collection of

irrelevant data and achieves the result in the best possible way.

SAMPLE DESIGN

The universe of study being large, researcher has to resort to sampling method of data

collection. On the basis of a section of the universe selected in a prescribed manner one is able to

deduce for the universe. For the sample results to be applicable on the universe, sample should

be adequately chosen so to make it representative and reliable.

Population: Marketing Managers and employees of the different Organizations in the operation.

Sample: Sample covers the respondents of 10 departments.

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 RESEARCH METHODS

Research methods may be understood as those methods/techniques that are used for conduction

of research. All those methods which are used by the researcher during the course of studying his

research problem, are termed as research methods . Keeping in view, the research methods can

be put into following three groups:

In the first group we include those methods which are concerned with the collection of data.

These methods will be used where the data already available are sufficient to arrive at the

required solution.

The second group consists of those statistical techniques which are used to establish relationships

between the data and the unknown.

The third group consists of those methods which are used to evaluate the accuracy of the

obtained results.

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 COLLECTION OF DATA

There are several ways of collecting the appropriate data which differ considerably in context of

money, cost, time and other sources at the disposable of the researcher.

There are two types of data:

• Primary data

• Secondary data

Primary data

Primary data are those which are collected afresh and for the first time, and thus happen to be

original in character. In case of descriptive research, researcher performs survey whether sample

survey or census survey, thus we obtain primary data either through

Observation

Direct communication with respondent

• Personal interview

• Secondary data

Secondary data are those which have already been collected by someone else and have already

been passed through statistical process.

In this project report, both types of data have been used. Mainly, secondary data is used such as

annual reports of last two years of Grasim industries.

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 LIMITATIONS OF THE STUDY

As no person is perfect in this world, in the same way no study can be considered as fully

reliable at one glance. There are a number of uncontrollable factors acting as limitations in

conducting the study. Some of such limitations encountered by me in our study are -

1. Non - availability of secondary data compelled me to start from the very minute

information.

2. Respondents in some department gave biased responses for fear of their position in the

company. This may have influenced the results.

3. Some people at top level were afraid and showed complete reluctance to give responses

to some questions.

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 FINDINGS

The data analysis can be divided into two parts like quality of product, service of the
organization.

Quality of the Product

Every organization tries to provide the best quality product to their customers. The quality
standard can change from organization to organization. Here the quality of the product means the
services and products which is offered by the company, whether it really satisfies the customer or
not. They do the regular work for the development of the services and also customer suggestions
and recommendations are considered. They provide the information of product according to the
requirement of the customer.

74% of the customers are satisfied with the services. They told that they think these services are
prepared according to their requirements.

60 % of the customers like the term services move. It is because the term plan has been designed
for people who want to avail the benefits of the services at a low cost.

In very rare cases, the organization faced the problem with quality of the services. For its
solution they are doing proper survey and after finding the solution they will provide the best
product (services) to the customers.

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Service of the organization

The service of the organization is good and they try to communicate with the customers
regarding the product when the customer requires.

RECOMMENDATION
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PRICING STRATEGY is the main objective of any company and so is of this company. To
measure pricing strategy of textile industry, Company should do formal surveys from time to
time because when the survey is done the customers give some important suggestions. The
suggestions may be useful for the company’s growth. As per the study, few recommendations are
as follows:

• The company should try to improve the way of giving the product information. The
illustration that they use to give the details of products is very complex.

• Product quality should be good.

• The presentation skills of the Organization’s will increase if the company provides
laptops to the efficient customers. It will help them to give the details to the customers in
a very interesting and attractive way.

• product provided to the customer should be improved- The organization should try to
increase the number of product given to the customer and should try to maintain good
customer relationship. They should take initiate to solve the queries of the customers.
They should arrange training camps for the service personnel to train them how to behave
with the customers.

• Organization mostly focuses on innovation strategy.

• company should provide low price garment than other company.

• They should concentrate on the promotion aspect of the product (Polishes). They
should give more emphasis on television advertisements so that mass population

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comes to know about offering benefits of different product of the company. Such
types of advertisements are helpful to financial services advisor in interacting with the
prospects.

SUGGESTIONS
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• General suggestions for improving internal customer satis to be followed by the

organization to be really successful in exploiting the fullest potential of their

employees are as follows:

• 1. Cost control measures

• 2. Promptness
• 3. Consistency in quality of steam
• 4. Participative planning with customers
• 5. Communication and coordination should be more effective
• 6. Optimizing of machine and men-hours
• 7. Needs improvement in quality of product
• 8. Submission of summarized quality reports daily
• 9. To highlight problem and record the solution
• 10. Resistance in accepting the feedback regarding damages
• 11. Advanced information regarding any new quality is needed
• 12. To be more effective in inventory control and ordering through diagnostic
approach
• 13. Training and knowledge sharing of financial reports
• 14. Provide advanced information about the failure
• 15. Needs better planning of procurement of packing material
• 16. Improve customer service in all respects
• 17. Resolve day to day problem quickly
• 18. Improvement in timely payment

BIBLIOGRAPHY:-

WEBSITES-

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• www.grasimindia.com
• www.thehindu.com
• www.timesindia.com
• www.adityabirla.com/intro

• www.proquest.com

• www.oppspaper.com

REPRENCES

• Book of marketing management by KOTLER, KELLER, KOSHY, AND

JHA.
• Marketing Management: Ramaswamy and Namkumari

• Company’s Internal Sources

1. Sales Report

2. Appraisal Report

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