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PROJECT REPORT

THE STUDY ON MARKETING PRACTICES OF

NAHAR INDUSTRIAL ENTERPRISES LTD.

SUBMITTED TO PUNJAB TEHNICAL UNIVERSITY IN PARTIAL

FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE

MASTER OF BUSINESS ADMINISTRATION

BY

KAMAL DEV

80906317024

SWAMI VIVEKANAND INSTITUTE OF ENGNEERING & TECHNOLOGY

SESSION (2008-2010)

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Certificate by the Faculty Guide

GUIDES CERTIFICATE

This is to certify that Mr. /Ms. __________________bearing the Reg.

No. ____________ currently undergoing III Semester MBA in Swami

Vivekananda Institute of Engineering and Technology affiliated to

Punjab Technical University, Jalandhar has completed Industrial

Training at , NAHAR INDUSTRIAL ENTERPRISES LTD. and

carried out a project on THE STUDY ON MARKETING PRACTISESOF NAHAR INDUSTRIES Under my guidance and supervision and

the work done by his is original and outcome of his sincere efforts

Date: ---------- (PROJECT GUIDE)

Place---------- Ms.Parinita Malhotra

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DECLARATION

This is to certify that I KAMAL DEV, the student ofSwami Vivekanand Institute Of

Engineering & Technology , Ramnagar Banur, studying in Roll no.80906317024 hasundergone summer/industrial training in NAHAR INDUSTRIES ENTERPRISE LTD.(NIEL), LALRU Unit processing 1.for seven weeks and have submitted a project /

industrial report on the title The Study On Marketing Practices as assigned by thecompany for Master Of Business Administration (M.B.A), for partial fulfillment of to

Punjab Technical University, Jalandher..

I solemnly declared that the work done by me is original and no copy of it has beensubmitted to any other Universities for award of any other degree/diploma/fellowship or

on similar title and topic.

Date:Signature of student

Place:

KAMAL DEV

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PREFACE

For management career, it is important to develop managerial skills. In order to achievepositive and concrete results, along with theoretical concepts, the exposure of real life

situation existing in corporate world is very much needed. To fulfill this need, this

practical training is required.

I took training in fast growing company NAHER INDUSTRIAL ENTERPRISES LTD

located in LALRU. It was my fortune to get training in a very healthy atmosphere. I got

ample opportunity to view the overall working of the company.

This report is the result of my seven weeks of summer training in NAHAR

INDUSTRIAL ENTERPRISES LTD, as a part of M.B.A. The subject of my report is-the

study on marketing practices

In the forthcoming pages, an attempt has been made to present a comprehensive report

covering different aspects of my training.

KAMAL DEV

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AKNOWLEDGEMENT

Learning is a never ending proves. We learn during different stages of life. All my

learning during at NAHAR INDUSTRIAL ENTERPRISES LTD. (Nahar fabricprocessing unit-2) would guide me ahead in my career.

Wish profound respect and gratitude, I take this opportunity convey my thanks to the

management of Nahar industrial enterprise limited specially MR.

MAHESH(MARKETING MANAGER & PROJECT INCHARGE) for giving me

the opportunity to complete the training here.

I am extremely grateful to all the management staff of NAHAR INDUSTRIAL

ENTERPRISE LIMITED & H.O.D.(Ms. PARINITA MALHOTRA) OF SWAMI

VIVEKANAND INSTITUTE OF ENGINEERING & TECHNOLOGY for their co-operation & guidance, which have helped me a lot during the course of training. I have

learned a lot of working with them and I will be indented to them for this value addition

in me.

SPECIAL THANKS TO: ---

Ms. PARINITA MALHOTRA (PROJECT GUIDE)

Mr. MAHESH (MARKETING MANAGER)

They have been a constant source of inspection to me throughout the period of this

industrial training.

And all the faculty member ofMANAGEMENT DEPARTMENT for their effort andconstant co-operation has been a significant factor in the accomplishment of my

industrial training.

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KAMAL DEV

EXECUTIVE SUMMARY

Aim of every business to earn profits. In this competitive world a business can earn profit

if it provides innovative services of better Quality at competitive prices. To stay incompetition one need to produce goods according to customer needs. To achieve success

in this competitive world an organization is required to introduce new technology so that

they can compete in the market. One needs to find out the prevailing prices & innovative

services, features so that it can attract the competitors customers. The Innovative

methods introduced should fulfill commitments, give advantage & easy to use tocustomer otherwise it would be failed and would lead to losses because introduction of

any innovative method involves heavy cost.

NIEL (Nahar Industrial Enterprise Ltd.) is a most reputed manufacturing company inLalru. This manufacturing concern is not restricted to only the hometown but also

outside it. As the Marketing is the lifeblood of the business and that is the main aspect

that I have covered in my project. The future of any concern whether it is manufacturingor service industry depends on its customers, Quality Products and after sale services

without adequate Market Research the company cannot reach to its peak. Marketing

Department and its functions Plays Important Role of any concerns. Conducting a Market

research, a company can come to know the performance of its products in the competitivemarket and can able to control its futuristic strategies. Also company can come to know

the customer demands and latest trends pertaining in the market and Moreover byconducting research a company can successfully launch its customer oriented products

and make improvements in its services. And thats why my whole project study is related

to the lifeblood of the business i.e. The study on marketing practices.

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TABLE OF CONTENTS

CHAPTER 1

INTRODUCTION

CHAPTER 2

RESEARCH METHODOLOGY

OBJECTIVE OF STUDY

SIGNIFICANCE OF THE STUDY

CHAPTER-3

ANALYSIS & INTERPRETATION

FINDINGS AND ANALYSIS

SWOT ANALYSIS OF THE COMPANY

LIMITATION OF THE STUDY

CHAPTER 4

CONCLUSIONRECOMMENDATION

BIBLOGRAPHY

ANNEXURES

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INTRODUCTION

COMPANY

&

GROUP PROFILE

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INTRODUCTION: ABOUT NIEL

Quality, Innovation and Diversification-these three words aptly sum upthe Nahar Group since 1949.The main thrust of the company is in textile field, targeted

for both local and global need and are desired to set ever rising quality standards in theminds of quality conscious customers through innovative manufacturing and marketing

strategies.

Nahar Industrial Enterprises Ltd. is a unit Aimed to manufacture and process 100%

Cotton; Poly/Cotton blended shirtings for high quality conscious overseas markets and

domestic leaders in garment sector. The Company is using updated technology inweaving and processing from reputed companies like Clariant, Huntsman, DyStar,

Cognis, and Atul etc.

Processing is based on Eco friendly dyes and chemicals. The dyes and chemicals used are

azo free and conform to Oeko-Tex Standard.

Our Environmental policies are:

1. Prevent pollution through efficient use of resources, treatment and operational control.

2. Made continual improvement in our environmental performance by controlling

effluents, emissions and wastes.3. Comply all applicable legislation and regulations on environment.

INTRODUCTION TO NAHAR GROUP

NAHAR GROUP, established in 1949 with Oswal Woolen Mills, Ludhiana, surges a

head in establish itself as a repudiated industrial conglomerate with a wide range fromspinning, knitting, fabrics, hosiery, garments, soaps, vegetable oil and sugar.

NAHAR GROUP OF COMPANIES INCLUDES:

Oswal Woolen Mills Limited.

Nahar Spinning Mills Limited.

Nahar Investment and HoldingLimited.

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Nahar Industrial Enterprises Limited.

Export Markets

Argentina, Brazil, China, Columbia, Chile, Czech Republic, Israel, Lebanon, Lithuania,

Poland, Portugal, Peru and Turkey.

Awards

Nahar Group has been honored with prestigious National Export Award for outstandingexport performance and also, the Texprocil Trophy by the Textiles Export Promotion

council for outstanding export performance in yarn.

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Drawing

Drawing is the process where the fibers are blended and straightened. The drawing

process also improves the uniformity of the sliver. The number of drawing passagesutilized depends on the spinning system used and the end product.

Roving

In preparation for ring spinning, the sliver needs to be condensed into a finer strand,

known as a roving, before it can be spun into a yarn. The roving frame draws out thesliver to a thickness of a few millimeters and inserts a small amount of twist to keep the

fibers together

Spinning

Open end spinning technology was introduced in the mid 1960 s and there are currently8 million spindles installed world wide and together with ring spinning account for over

95 % of short staple yarn produced world wide. Sliver is fed into the machine and

combed and individualized by the opening roller. The fibers are then deposited into therotor where air current and centrifugal force deposits them along the groove of the rotor

where they are evenly distributed. The fibers are twisted together by the spinning action

of the rotor, and the yarn is continuously drawn from the centre of the rotor. The resultantyarn is cleared of any defects and wound onto packages. Rotor yarns are used in

numerous products such as denim, towels, blankets socks, t-shirts and pants.

Schematic diagrams extracted from Short Staple Manufacturing

The certified organic cotton yarn we import has been ring spun.

Knitting

Our single jersey fabric is knitted on a cylinder machine. The cylinder machine is a single

latch machine with a higher running speed and is capable of knitting a wider range of

structures.

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Weaving: - preparatory + loom

Yarn

Direct warping section warping

(Dyed yarn)

Sizing

(To provide strength)

Drawing(Give warp to loom)

Loom

Fabric

Inspection

PROCESSING

PROCESSING:

Bleaching

We bleach our fabric through an oxidization process to remove impurities from thefabric. We use the J-Box continuous bleaching system, which uses sodium chlorite

applied to the fabric at 3.9PH and temperature of 95-98%. This system of bleaching is the

most environmentally friendly bleaching method available and provides a stronger, softerand whiter fabric.

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Dyeing

We use the Jet & wash exhaust-dyeing method whereby the fabric is treated with a

diluted solution of dye, gradually transferred to the material. This creates a colorfastfabric that lasts. It is necessary to control the rate of dyeing by progressively adding dye

to the dye bath. By circulating the fabric through the dye bath, the fabric can be evenlypenetrated. Our Natural fabric is not penetrated with any dyes.

Finishing

Our organic cotton fabric is finished in open width form, sut open on a fabric suttingmachine and then passed through a stenter. The stenter dries and heats the fabric at 185

degrees C in a series of heating chambers. The overfeed action of the stenter removes the

processing tensions and produces a non-shrink fabric.

Storage

Finally our cotton fabric is packaged and transported. Here it awaits its transformation

into shirts or your own created designs.

TEXTILE INDUSTRY IN INDIA

Industries have a major role to play in the economic development of

underdeveloped countries. Textile industry is the one of the oldest industries existing

till date although; initially this importance and significance roomed in EgyptianCivilization

For the most of recorded history, mankind has relied I natural fabrics, particularly

cotton, linen, wool and silk for textile products. In addition, the technology of fabricmanufactures wail relatively simple.

In India also, the restive industry revolved around these natural fibers spun and

woven on handlooms. The production was mainly to cater to the parts. Gradually,India mastered in the textile industry and its textile products gained famed worldwide.

It was only after industrial revolution in England, when machine substituted mend

and production started in large basis.

However, the demand could not grow up in the same proportion and India suffereddue to unbalance between demand and supply, thus ultimately resolution lower

prices. However with the advent of industrial revolution, the textile industry in India

begins to rise due to open government policies and import of technical know-how and

machinery.During the past few decades, the textile industry has gone through a period of

unprecedented changes .The production of manmade fibers and their use in industryhas surpassed that of natural fibers. The twentieth century customer has choice among

linen, wool, rayon, silk, nylon, acrylic, polyester, etc. And also wide range of

different blended fibers.

Today, the textile industry applies scientific parameter to optimize production so as

to develop textile products to meet specific consumer needs and demands.

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INDUSTRIAL PROFILE

The Indian textile industry is very large and diverse and 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 last 50 years the textile

industry in India has shown a chequered performance. Today the industry contributes

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 about 27% to the countries export, and is, in sum, an important economic

engine for the nation.

The government has, in the past, kept foreign on capital investment out of textile andapparel manufacturing. It has gradually removed these restrictions, and has also brought

down import duties on capital equipment, creating grounds for foreign investors to set up

manufacturing plants competitively in India. In recent years, when India has startedbecoming a global manufacturing base it can certainty provide a competitive base for

textile and apparel companies into which to invest.

However, during the last 10 years, the industry actions, government policies as well as

market events have began to converge, providing several growth opportunities for thesector 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.

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Nahar Industrial Enterprises Ltd.

Our Brand

Nahar Industrial Enterprises Limited (NIEL) is a vertically integrated textilemanufacturer, with operations ranging from spinning, weaving & processing to finished

ready-made garments. NIELs strategic objective is to capitalize on the growth

opportunities that it believes are available in the domestic and global textile industry. At

the same time the company recognizes the competitive nature of the industry, especiallywith established pressure from Asia, and that to maintain growth it must continue to

improve production process and reduce costs.

The Journey

1983 Incorporated as Oswal Fats & Oils Limited.

1994 Name changed as Nahar Industrial Enterprises Limited.

1997 Merged Nahar Fabrics Limited (manufacturer of greige fabric).

2002 Merged Oswal Cotton Mills Limited (manufacturer of processed fabricsand finished garments).

2004 Launched apparel brand Cotton County.

2005 Merged Nahar International Limited (manufacturer of yarn) & Nahar sugar

& Allied Industries Limited (manufacturer of Sugar & steel).

Customers

NIELs client base is extremely diverse with no one customer

accounting

For more than 5% of total revenues.

Approved fabric vendors for global brands such asTHE GAP,TOMMY HILFIGER

MARKS & SPENCERand domestic brands such asColor plus

ALLEN SOLLY and LOUIS PHILLIP

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MISSION STATEMENT

To grow company by providing innovative, strong and high performance products and

solutions to meet global customers needs. Nahar Group will support world class

products by providing superior customer care. Nahars care extends to the environmentand the community.

What is customer?

A customer is our Paymaster

A customer is the most important person in the company, whether we meet him in

person, he writes or telephones us.

A customer is not independent on us..We are dependent upon him for our

living.

A customer is not an interruption to our workHe is the purpose of it. He isdoing us a flavor by giving us an opportunity to serve him.

A customer is not someone with whom to argue or match our wits.. No one

ever won an argument with a customer.

A customer is a person who comes to us because he needs certain goods or

services. It is our job to provide them in a way profitable to him and ourselves.

A customer is not a cold statistic. He is flesh and blood human being with

emotions and prejudices like our own.

Without the customer there is no business.

Why Customer is important for us?

Because our salary is paid by the customer

Because customer is the reason for our existence

Because if there are no customers, the organization will cease to exit.

Because ultimately we all are serving the customers, whether directly or

indirectly.

Always Remember

You are serving the customer directly since are based at a Nahar group dealership.

You are the person who has an opportunity to be in contact with the customer

throughout the textile life.

For a customer you are a representative of Nahar Group.

When you present yourself to the customer, you present an image of Nahar

Group

You are a brand ambassador of Nahar Group.

You are there to provide solutions to the customers problems.

What do Customers want?

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Customers are human beings like us. Human beings have emotions. The emotional

needs of the customers have to be satisfied during any interaction or transaction.

Every Customer Wants-

To feel In Charge

Customers want to feel they are in control of a situation when they are dealingwith you. They need to feel that that they are not being manipulated, that they are

getting to where they want to get.

Respect

Everybody wants to feel good about themselves. They like to feel that they have

done the right thing, and you should reinforce this view of themselves.

Fairness

People do not necessarily expect special treatment, but they do expect to be

treated as well as everyone else. Nobody likes to feel that they have been taken

advantages of in anyway.

Friendliness

Customers want to feel good about those they have dealings with. They want tohave confidence in them, and to be made to feel welcome.

Knowledge

Customers want to know what is happening so that they can make of what is

going on. They will respect your expertise, but will not want to treat as idiots.

Confidence

Customers need to feel that the people and organizations they deal with are

trustworthy and will keep their promises.

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QUALITY POLICY

We are committed o produce as per customers requirements by using specified yarn,

continuous improvement in process and optimum realization at all stages.

We shall achieve this by

N Need fulfillment of customers.

A Adherence of standard norms.

H Human resource development through training.

A Adoption of latest technology.

R Responding fastest to customers queries.

F Flexibility in product mix.

A Application of environment friendly technology.

B Bringing sense of belongingness.

R Reduction in rejects and wastes.

I Innovation in process.

C Continuous vendor development.

S Striving to minimize non-conforming product.

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BOARD OF DIRECTORS

Mr. J. L. Oswal Chairman

Mr. Kamal Oswal DIRECTOR

Mr. Dinesh Oswal V.C &M.D

Mr. Sandeep jain Director

Mrs. Ruchika Oswal Exec. Director

Mr. Bharat Bhushan Gupta Director

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.Introduction to various departments:

The various departments are:

Personnel department

Quality assurance department

Folding & packing department

Production planning & control

Commercial department

Electronic department processing department (SAP).

Costing department

Accounts & finance department

Disaster management

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PERSONNEL DEPARTMENT:

An organization is run by the people working in it. It is one of the important inputs

required by the organization because the output is the result of the inputs. Nahar has aexpertise team of technical man power makes it more efficient and productive.

The hierarchy in NIEL is as follows:

The personnel department takes care of the men aspect i.e. the human resource for the

organization. It performs the task of an interface between the management and the

employees. This involves communication from the employees side to the higher

management and vice-versa.

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Vice chairman

General Manager

Head of departments

Head of sections

Executives, officers, MTs

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Warping Sizing

Functions of personnel department:

Orientation, induction and training

Training program for existing employees

Addressing employee queries Disciplinary action

Bonus, gratuity and provident fund matters

Employee welfare and insurance

Policy making and rules pertaining to manage the organization

Managing employee leaves and other policies

QUALITY ASSURANCE/FOLDING AND PACKING DEPARTMENT:Quality assurance is one of the important departments of the greigh unit. it keeps a check

on the quality of the fabric and provides a feed back and forecast to each department and

tracks the quality of the product. The quality assurance department has divided the workin the following manner.

Quality while procurement:

The QA department keeps a special track on the quality of the raw materials mostly yarnsand chemicals because these are the basic inputs to be further processed thus the quality

of the finished product depends very much on the quality of the raw material used.

Quality in production:

The QA department also tracks the quality of the product during the production and

provides feedback to the previous department and forecast for the next department.

ForecastForecast

Feedback

Feedback

Quality in final product:Quality of the final product is utmost important and QA department make sure that a

check on quality is made and thus a standard of quality is maintained thus properinspection and grading system is followed by the department to provide quality

product in the market. as quality plays important role building the market for the

product and the company.

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Looms

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Packing machine Go down

FOLDING DEPARTMENT:

The processed fabric is forwarded to the folding department and the basic functions of the

departments are as follows:

Inspection

Grading

Grouping

Storage (in folding department)

Waiting for approval

Waiting for packing

Packing

Sampling

Flow of the material in folding department:

Folding departments and its follow ups:

Approval of the fabric

Lab dip submission

Alternatives offered to the buyer

Sample approved made into bulk

When material is ready (grouping folder sent to buyer for approval) All the groups approved by the buyer are sent for packing

After packing the material would be dispatched on receipt of dispatch advice by the

commercial department.

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Inspection machines Approval racks Packing racks

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RESEARCH METHODOLOGY

Research is an art of scientific investigation. It is basically a careful investigation for

search of new facts in any branch of knowledge.

Research Design : A research design is the arrangement of conditions for

collection and analysis of data in manner that aims to combine relevance to the

research purpose with economy in procedure. It is a framework, which determines

the course of action towards the collection and analysis of required data. It may be

described as the conceptual structure with in which the research is conducted. I

have adopted descriptive research as well as exploratory design for analysis of

data.

Time Schedule: The collection of data was during the period of June 2009 to

August 2009.

Data Collection : Data Collection can be broadly classified into two categories:

Primary Data: Primary Data are those collected a fresh and for first time

and thus happen to be original in character important primary data are:

o Interview

o Questionnaire

Secondary Data: Secondary Data are those which have already been

collected and which have already been passed through the statistical process,

secondary data can be collected from :

o Books

o Annual Reports of the Company

o Websites

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Sample Design :

Sample Unit: Individual

Sample Size : 30 Individual

Sampling Technique : Non Probabilistic Sampling (Convenient

Sampling)

Sample Area: Ludhiana.

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MEANING OF MARKETING

Marketing deals with identifying & meeting human & social needs. One of the shortest

definitions of marketing is meeting needs profitably.

According To the American Marketing Association, Marketing is an org. function &a set of processes creating communicating & delivering value to customers & for

managing customer relationship in ways that benefit the org. & stakeholders.

MARKETING MANAGEMENT as the art & science of choosing target market and

getting, keeping & growing customers through creating, delivering & communicatingsuperior customer value.

INTRODUCTION TO MARKETING

PRACTICES

Marketing is everywhere. Formally or informally, people & organization engage in a vast

number of activities that could be called marketing. Good marketing has become anincreasingly vital ingredient for business success. And marketing profoundly affect ourday to day lives. It is embedded in everything we do- from the clothes we wear, to the

web sites we on, to the ads we see:

Marketing Management is the leading marketing text because its content & organization

consistently reflect changes in marketing theory and practice. The very first edition of

marketing Management, published in 1967, introduced the concept that companies mustbe customer & market driven. But there was little mention of what have now become

fundamental topics such as segmentation, targeting, & positioning. Concepts such as

brand equity, customer value analysis database marketing & e-commerce, value network

& hybrid channel & integrated marketing were not even part of the marketing vocabularythen. Firms now sell goods & services through a variety of direct & indirect channels.

Mass advertising is not nearly as effective as it was. Companies are exploring new forms

of communication, such as experimental, entertainment, & viral marketing. Customer areincreasingly telling companies what types of product or services they want & when,

where & how they want to buy them.

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In response, companies have shifted gears from managing product portfolios to managing

customers portfolios, compiling database on individual customers so they can understand

them better & construct individualized offerings & message. They are improving theirmethods of measuring customer profitability & customer lifetime value. They are intent

on measuring the return on their marketing investment & its impact on shareholders

value. They are also concern with ethical & social implication of their marketingdecision.

Good marketing is no accident, but a result of careful & execution. Marketing

Practices are continually being refined & reformed in virtually all industries to increase

the chances of success. But marketing excellence is rare & difficult to achieve.

Marketing is both an art and science there is constant tension between the

formulated side of marketing & the creative side. it is easier to learn the formulated side,which will occupy most of our attention in the book. But we will also describe how real

creativity & passion operate in many companies.

Marketing Planning

The Marketing Process Company has a full suite of consulting offers and marketing

software. From initial market mapping, through market segmentation to the delivery ofmarketing plans, the company can assist clients in improving all aspects of their strategic

marketing planning.

Key Account Management

Understanding the nature of the different relationships between a business and itscustomers and developing appropriate strategies is vital. The Marketing Process

Company has developed a unique software tool for Key Account selection; this tool and

supporting consultancy enables effective management of the 20% of a business's clientsthat typically contribute to 80% of its profits.

The Marketing Process Company

The Marketing Process Company is a management consulting company specializing in

marketing strategy development and business process change. The Marketing Process

Company's consultants have assisted a wide range of client firms around the world in

becoming market-led, customer-driven organizations. The company aims to deliverenhanced business profitability through improved marketing strategy and marketing plan

development. The company's processes, systems and software are robust, tried and tested

in the real world, delivering real and ongoing benefits to clients.

The Marketing Process Company's consulting processes and unique marketing software

tools have been developed in conjunction with Emeritus Professor Malcolm McDonald,

former Professor of Marketing and Deputy Director Cranfield School of Management.

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http://www.malcolm-mcdonald.com/http://www.malcolm-mcdonald.com/

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TRENDS IN MARKETING PRACTICES

Some important changing in the marketing macro environment, such as globalization,deregulation, technological advances, customer empowerment, & market fragmentation.

In response to this rapidly changing environment, companies have restructured their

business & marketing practices in some of the following ways:

Reengineering. Appointing teams to manage customer- value-buildingprocess & break down walls between departments.

Outsourcing. Greater willingness to buy more goods & service fromoutside domestic or foreign vendors.

Benchmarking. Studying best practices companies to improveperformance.

Supplier partnering. Increased partner with fewer but better value-

adding suppliers.

Customer partnering. Working more closely with customers to addvalue to their operations.

Merging. Acquiring or merging with firms in the same or complementary

industry to gain economics of scale & scope. Globalizing. Increased efforts to think global & act local.

Flattening.Reducing the number of organizations level to get closer to thecustomer.

Focusing.Determining the most profitable business & customers & focusingon them.

Accelerating. Designing the organization & setting up processes to respondmore quickly to changes in the environment.

Empowering. Encouraging & empowering personnel to produce more ideas

& take more initiative.The role of marketing in the organization is also changing. Traditionally the marketershave played the role of middlemen, charged with understanding customer needs &

transmitting the voice of customer to various functional areas in the organization. In anetworked enterprise, every functional area can interact directly with customer.

Marketing no longer has sole ownership of customer interactions; rather, marketing needs

to integrate all the customer- facing processes so that customer see a single face & hear asingle voice when they interact with the firm.

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MARKETING PRACTICES

32

ENQUIRY

ANALYSIS BY PPC

SAMPLE

BULK ORDER

PRESHIPMENT SAMPLE

DISPATCH

PAYMENT

CUSTOMER COMPLAINT

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4. BULK ORDER:After getting approval from the customer, PPC department will give the instruction to theproduction dept to produce the order in large quantity with in specified time and

schedule.

5. PRESHIPMENT SAMPLE:After producing the order in large quantity PPC department call the customer to check the

order before dispatch. If customer found any problem with the order, they ask for thesolution. If they satisfied with the order then order is ready for dispatch.

6. DISPATCH:After the Preshipment sample, finally dispatch the fabric in the large quantity to the

customer by the commercial dept.

DISPATCH

DOMESTIC EXPORT (AGAINST LC & AGAINST TT)

(TT- TELEGRAFIC TRANSFER OF FUNDS)

COMERCIAL DEPARTMANT

The commercial department primarily deals purchase and sales dispatchpertaining to both the domestic and export market. Once the fabric ready afterthe execution of the sales order, the commercial departments needs to send adispatch advice, which would contain the following details:

Quality of the fabric Party name

Grade

Price

Transport

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Payments:

The payment system as followed by the department is either through:

Cheque on delivery (COD): with a code no. This helps in earlyrealization of payments. under this system the cheque is collected from the party,by the transporter, when the goods are delivered to the buyer. This system takesthe longer time for the payment to be realized. To resolve this tie up has been

made with the ICICI bank branch

Draft on delivery (DOD): under this system the payment collectionprocedure remains the same but the payment is in the form of a draft and it issent with the transporter after the delivery of the fabric.

COMMERCIAL

DISPATCH LOGISTSIC

(ACCOUNTS)

MOVEMENT OF MATERIAL

MODE OF MOVEMENT OF MATERIAL(BY TRAIN, AIR ETC.)

DOCUMENTATION

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TERMS OF DISPATCH OF MATERIAL (FROM D.A)

30 DAYS PDC (POST DATED CHEQUE)

AGAINST DACC (DELIVERY AGAINST COSIGNMENT COPY)

AGAINST COD (CHEQUE OR DD)

AGAINST LC (LETTER OF CREDIT)

7. PAYMENT:Dispatch the order by the commercial department to the customer. Customer makes the

payment to the accounts dept. and accounts dept after receiving the payment from the

customers; they close the account of the customer.

8. CUSTOMER COMPLAINTS:If customer found any type of problem regarding fabric, they contact with marketing

department and make aware them about their problem which they are facing by using thefabric. Marketing department note down their complaint and further processing begins.

9. COMPLAINTS HANDLING:If any type of complaints find out between the company & the customers If. Then

handling committee handles the situation. Company will find out the problem & check

the quality of the fabric in R & D DEPARTMENT. In R & D, check & maintain qualityassurance and the quality control.

10. SETTLEMENT:Finally the marketing department will be settling down the disputes by giving proper

quality of the fabric.

11. ORDER CLOSED:The last step of marketing department is to be finally closed the order.

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DISTRIBUTION CHANNEL OF THE NAHAR

COMPANY:

The marketers use the distribution channel to display, sell, or deliver the physical

products or services to the buyers or users i.e. customers. They include distributors,

wholesalers, retailers, and agents.

DISTRIBUTION FROM:

1. Marketing to Dealers i.e. Traders.2. Marketing to Brands like Garments.

3. Marketing to Agent to Dealer.4. Marketing to Agent to Brand.

MARKETING

Dealers AGENT Brand(Traders) (Garments)

Dealer Brand

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How to Create a Market Survey

Market survey is a collection of data and information from a sample of customers andpotential customers. The data and information are analyzed and inferences made about

the population at large. Developing a well-designed market survey questionnaire will

ensure that you get the information you need about your target market. These surveyscan be conducted in writing, in person, via e-mail or over the phone.

Step 1:

Develop a standard set of questions. Ask potential customers what they like/dislike

about your product or service. Ask them if they would buy the product or service. Ask

them about their buying habits.

Step2

Create a simple form. Use multiple-choice or yes/no questions. Have respondents

answer the questions in the same order.

Step3

Make your written survey easy to read. Double- or triple-space the text. Use broad,

white margins on the top, bottom and sides of the document. Keep it simple by sticking

with black ink on white paper.

Step4

Identify who should fill out your survey. Figure out the demographic you want to

target. You can buy mailing lists from market-research companies.

Step5

Give your respondents time to answer. Don't rush them or answer questions for them.

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SURVEY PERFORMANCE OF NAHARS

SHIRTING IN LUDHIANA MARKET

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ANALYSIS AND INTERPRETATION

Questionnaire analysis:

NAHAR Customers

Motive : To know the percentage of the customers of Nahars shirting.

1. Are you a customer of Nahars fabric?Table:

Interpretation:

RatingNo. Of customers

Percentage

Yes 20 66%

No 10 33%

41

Yes, 66%

No, 33%

0

2

4

6

8

10

12

14

16

18

20

Yes No

No. Of custom

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It was very interesting to see that large no. of dealers are purchasing goods from

Nahar fabrics.it is clear from the the figures that 66% of the total dealers surveyedwere drawing their fabrics from Nahar mill.

Comments:

This is a very positive sign and much more advantage can be taken.Nahar canconquour the whole market of ludhiana with its fabric by switching the gap

between the dealer and the company

Factors:

Motive : This is to know the factors, which influences the purchase power of the

customer.

2. What in your view, influence of the following in making a purchase decision (can replymore than one option)?

Table:

Options No. Of customers Percentage%

Price 8 27%

Recommendation 4 13%

Mode of payment 1 3%

Relationship 5 17%

Demand 6 20%

Variety 2 7%

Quality 4 13%

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27%

13%

3%17%

20%

7%13%

Price

Recommendation

Mode of Payment

Relationship

Demand

Variety

Quality

Interpretation:

The price is one of the key factors that influence the dealers to make a buy

decision.

It is seen that the demand for fabric of Nahar is more that makes the dealers to

keep the stock of Nahar fabric.

Comments:

Relationship should be given more priority because after Price factor, the third

highest %age level is the relationship factor.

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Rating:

Motive :To know the quality of the shirting of Nahar.

3. What from your point of view Nahars shirting fabric is?

Table:

Rating No. Of customers Percentage

Excellent 8 27%

Good 10 33%

Very good 7 23%

Average 5 17%

27%

33%

23%

17%

Excelle

Good

Very go

Average

Interpretation:

The data interprets that the quality of Nahar mill is good is has the maximum no.

Of %age level. About 33% customers, agrees that quality of Nahar is good.

23% dealers say that the Nahar shirting is very good.

Value:

Motive: This question was asked in order to know that how much value and

preference is given to the nahars product.

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4. If you have an option to replace the Nahar fabric, which one you would prefer?

Comparison:

Motive: This was asked to compare the views of the customers on different mills.

Options No of customers

Same brand 15

Other brand 10

Not sure 5

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No of customers

50%

33%

17%

Same bra

Other bra

Not sure

Interpretation:

More over people perception for Nahar is clear from the fact that 50% of the

dealers do not want to change the their brands.

Only 33% of the dealers would like to replace Nahar shirting with some other

brands.

5. From your point of view, whose shirting is no. 1 in the market?

Table:`

Mills No. Of customers

Nahar 14

Vardhman 9

Alok 3

Bombay looms 3

Nandan 1

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47%

30%

10%

10% 3%

Nahar

Vardhman

Alok

Bombay lo

Nandan

Interpretation:

47% of the dealers say that Nahar is no. one fabric as compared to other mills.

Than second highest %age level is the vardhman i.e. about 30%.

Comments:

Vardhman is supposed to be the competitor of Nahar mill.

Alok is the second best seller of its products in Ludhiana market.

Preferences: Motive : It was to know the preference of the dealers and satisfaction level under

extreme conditions.

6.If you want to buy Nahar shirting and if the stock is not available. What would you

prefer? Tick any option.

Table:

Preferences No. Of customers Percentage%

Look into market 10 33%

Buy other brand 13 43%

Wait for the stock to come 5 17%

Do not purchase at all 2 7%

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33%

43%

17%

7%

Look into market

Buy other brand

Wait for the stock to c

Do not purchase at all

Interpretation:

About 33% of the dealers would like to look into the market

And only 43% of the total customers surveyed says that they would like to change

the brand instead of waiting.

Comments:

It is analysed that company should deliver its products on time without muchdelay in order to satisfy the customers and to maintain its position in market

Order time:

Motive : This was to know the dealers order time and schedule of their ordering ofproducts from Nahar.

7. How much time it takes to place you another order of shirtings of Nahar?

Table:

No. Of days No. Of customers Percentage

1-15 days 10 33%

15-30 days 11 37%

30-45 days 9 30%

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Interpretation:

Most of the dealers place their order of the products with in15-30 days & its %age

is 37..

And about 30% of the dealers order the products with in 3045days.

Comments:

.

Large no. Of dealers complaint of the delay in the delivery of the products that isaffecting their business a lot.

It threats companys image and reputation.

Prices:

Motive : This was to know that whether the prices of Nahar fabric are higher or

less as compare to other mills.

8. From your point of view, the prices of shirting of Nahar with respect to other mills are?

Table:

Options No. Of customers Percentage

Average 8 27%

Less 16 53%

High 6 20%

Order Time

33%

37%

30%

1-15 days

15-30 days

30-45 days

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No. Of customers

Average

27%

Less

53%

High

20%

Average

Less

High

Interpretation:

Despite of a good response to the fabric, many dealers around 53% feels that the

prices of Nahar mill are much lower as compared to the other mill prices.

Comments:

Much effort should be done on the pricing area.

Pricing strategy should be based on the prices of its competitor.

Regarding fabric complaints:

Motive: This was to know about the complaints received by Nahar customers.

9. Have you received a complaint from customer regarding Nahar fabric shirting?

Table:

Option No. Of customers

Yes 12

No 18

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Interpretation:

Few customers receive complaints about the fabric of Nahar.

Customer buying decision:

Motive: This was to know the Nahar position in the customers mind andperception about the quality of the Nahar fabric

10. What was customer Buying decision, when you receive a complaint about Fabric

Shirting?

Table:

Category No. Of customers Percentage

Definitely buy 10 33%

Probably buy 7 23%

Not sure 5 17%

Probably not buy 6 20%

Definitely Not buy 2 22%

Fabric Complaint

40%

60%

Yes

No

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33%

23%17%

20%7%

Definitely buy

Probably buy

Not sure

Probably not buy

Definitely Not buy

Interpretation:

The good thing is that large no. customers i.e.33% definitely want to the fabricfrom Nahar

It is interpreted that Nahar is having a good hold on the nerves on the customers

mind and finds a good and healthy position in the market.

Comments:

Every effort should be done to remove the complaints

Motive: This was asked to know the reason to the complaints received by its

customers.

11. Reasons for the complaint?

Shade variation : Large no of dealers complain that they find shade variation in

some of the sort numbers.

Commitment problem : most of the dealers say that they find commitment

problem from the department. The departments do not withstand its decision done

at the time of orders.

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Transportation problem : many dealers face the transportation problem as they are

getting the deliveries on the right time. This is affecting their business and alsoruining the companys image.

Less quality in compact quality products : some dealers find that they have found

less quality in the compact quality products, which was never found earlier.

Color variation : color variation is also major arising problem founds occasionally.

Feed back problem : feed is one of the main problems highlighted by large no of

dealers. They say that there is no or little listening on the complaints shown to the

companys representatives. And nothing is being done from the part of thecompany.

Communication gap : The dealer says that they do not get the right information ontime regarding the delivery of products and moreover new samples are not shown

to them regularly. Company do not inform them about any change occurred in thesort numbers and change in any policy which directly affecting them.

After wash effect : some dealers found that the fabric gives dull effect after

washing.

Perception and position:

Motive : This was asked to know about the position of Nahar products and

perception of the customers about the quality of the products of shirting.

12. What makes Nahar shirting a good brand? (From your point of view)

Good quality of value added products.

Shrinkage is very less i.e. about 0.03%

Variety

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SWOT ANALYSIS OF THE COMPANY:-

S: strength

Machinery is good

Latest technology is using

Capacity of the plant for expansion

Producing highly qualitative fabric

Good employeeemployer relationship

Totally computerized

Efficient management

W: weakness

Lacking behind in solving dealers problems

Lacking behind in promotion sector

Lacking in reducing prices of its commodities

Lacking in fulfilling commitments

Lacking in changing policies favorable and convenient for customers

Lacking in approaching and sustaining its customers

O: opportunities

Work force is talented

Benchmark its competitors

Loyal dealers in Ludhiana market

Advertising of fabric can bring a change

Shrinkage factor i.e. only .003% can be promoted and considered as an asset.

Quality of value added is excellent and must need promotion.

Loyal dealers should be given technical knowledge for promotion.

T: threats

Increasing competition

Government policies

Pricing strategies followed by its competitors

Low quality fabrics

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RESULTS

AND

FINDINGS

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Results and Finding:

As the quality produced by the NIEL is excellent and large numbers of dealers are

accepting the fact that Nahar is a good brand. Moreover many new dealers have shown

their keen interest in starting their business with Nahar fabrics. Moreover many dealerswant to take initiative for promoting Nahars fabric. Some sort no are in great demand but

production has been stopped. Though Nahar is a big brand of competitive market and

known for its quality, still it is lacking in some areas, which needs improvement. We cansay that overall performance of the fabric has its two folds.

After overall analysis of the companys product, various aspects came into picture, which

is explained below in detailed manner:

Quality: Today the main requirement for any company is its quality products. As quality

may influence the purchasing decision of any customer. The company is providing

excellent quality in value added products but corsor counts and compact quality fabricsare receiving some problems like weaving defects, shade variation etc which should be

improved as soon as possible because there is a large segment that buys compact quality

fabric. As Arvind and Alok is providing good quality fabric to its customers on sameprice.

Prices: Large number of dealers is complaining that the price ofNahars fabric is

very high. And some dealers are saying that though they are paying high

prices to their products still they are not getting the sufficient quality,which is being provided by the other mills on comparative fewer prices.

E.g. is arvind and vardhman mill. This is the reason because of whichthese mills are dominating in the market.

Technical suggestions : There are some loyal dealers of Nahar fabric but they arenot aware of the technical specifications of the fabric. They dont even

know about the good factors of the fabric. Some of them even dont know

the differences of the segments of shirting product e.g. they dont knowthe difference between the yarn dyed and piece dyed shirting.

The company should organize orientation programs for these dealers tointeract with the companys policies and should be given technical knowledge about the

fabric they are purchasing. These dealers can promote the fabric if they know the good

thing about the fabric.

Moreover, some dealers are complaining that their suggestions are not followed inpractical.

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Transportation problem: There is also transport problem in large no. Of the

cases. Best timing of the mill is very important aspect from the Dealers point of

view. According to some Dealers Arvind is Best in all factors. They are sayingArvind is best in their commitment. It provides the deliveries on time. It make

good image of the company in the market. This transportation problem maybecome opportunity for other mill. This should be improved as early as

possible.

Advertisement and promotion: There must be proper advertising of the mill sothat it makes the good image in the heart of its customers. There must be sound

advertising of the products. Raymond is one the best example. NAHAR should

advertise its mill.

Communication gap : There must be fast communication between theDealers and Companys representatives so that can information can beconveyed easily and early when required. Improving communication gap will

increase the trust of the dealer. According to one of the Dealer, Arvind and

Chiripal have a good communication with them, which make them loyal forthe mill. According to one Dealer point of view, right information at right

time helps them in reviewing and making decisions.

Balancing factors : The price and quality combined together must be analyzedaccurately so that other competitors of Nahar mills should not dominate

because of prices. As from the Results, it reveals that Price and Quality are

the most important and vital tools, which affect the Buying decision ofcustomers as well as Dealers. If a company has a good combination of

quality and price, then it makes a big difference.

Variety: Customer demands variety in the fabric to choose. Variety is the

other most important factor, which affects the customers in buying decision.

Some dealers do their business on the bases of the samples. Keeping thissegment in mind, the company should introduce latest trends and more

varieties in their products.

Initiatives : The loyal dealers want to take initiatives to promote the

fabric. Mr. Raju from DC traders, Ludhiana wants to give their valuablesuggestions for the company. They want to promote some sort no. like

3232 in shirting and 2016 from suiting. They also want more developmentand promotion in quality.

Feedback : the company must have proper feedback channel and theirmust be listening to the complaints the dealers and every effort must be

done to remove the disparities.

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SUGGESTIONS

Suggestions:

Marketing Department need Diversification : Task done by the department is only

of providing service of receiving and disseminating information. No work as such

of promotional activities which are very part & parcel of marketing to be done isdone here. So they do no task of interacting with customers or providing them with

knowledge about the product.

Orientation programs: The Company should prepare a chart of its loyal customers

and must organize orientation programs time to time where the customers shouldcome to know of the technical specifications of the fabrics, latest technology used

by the company, interactive sessions should be included, face to face talk with thehigher authorities. They should be given knowledge of fabric qualities and

encourage them to promote their fabric on their own end. Benefits must be given to

those dealers who will recommend Nahars products to other dealers. These stepswill help to increase the trust of the customers towards company.

Awareness of the products : Large number of dealers in Delhi market is not aware

of the fact that what the companys product line is. It was strange that some dealers

were not aware of the fact that company is manufacturer of cotton shirtings andCotton County is the brand of Nahar fabrics. Instead, they were only aware that it

is producing only greige fabric. Regular surveys must be conducted to make

dealers aware of Nahars products.

Esteemed customers: The Company should prepare a chart of those customers who

regular customers of Nahar and draws more than 50,000 mtrs of fabric per month

and good interactive dealing must be provided to them. Regular schemes must belaunched for them and every necessary information must be given to them.

Prices : The prices of the fabric must be less and price strategy must be based on

the competition factor. The quality should be same. This can be achieved byreducing the overall expenses of the company and every effort must be done in this

area.

Establishing public relation department : The marketing persons are busy infulfilling their monthly targets. The complaints of the dealers puts extra burden on

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them, which enhances their performance in the sales field. There must be

independent public Relation department whose work must be to maintain good

relations with the dealers and captures the feedback records and this departmentmust assign duties to inform the dealers about the dispatch no. and order no. to the

dealers and information regarding the delivery of goods. This department must

attend complaints and thisDepartment must handle promotion activities of fabric only. This department must

conduct surveys. All the orientation programs must be organized by this deptt.

Daily base contact : The marketers must contact the dealers on daily bases.

Decentralized system : The Company must introduced decentralized system so

that the decision process should be quick and fast. There must be given some

decision powers to the marketing department on their work.

Benchmark : The Company should benchmark it strategies with thecompetitors at regular interval of time.

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LIMITATION OF THE STUDY:-

To expose the facts and the true picture of the competitive market from thedealers was a big challenge.

Some dealers were too busy to respond to our questions in the mean

To know the hidden information from the dealers was a big challenge

The size of the sample is small due to shortage of the time & resources.

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CONCLUSION

Success is achieved by those who try where there is

nothing to loose by trying and a great deal to gain if

successful, by all means try.

-W. Clement Stone

The study has its own importance in its own way. With the help of this study one canknow about the struggle and success of NIEL.NIEL has very efficient management, and

due to their efforts goals has been achieved very efficiently.

As company is having a very good reputation in the market but then also there are some

areas that needs constant improvement so that the company could perform much better

than its competitor in the highly competitive market. The overall performance of the

fabric is good in the areas of quality and finishing of the fabric.

This market survey conducted will definitely increase the morale of each employee and

by studying this, managers would come to know that what effective measures can be

taken to maintain the image of the organization in the highly competitive market and thus

to achieve goals of the organization.

This survey has proposed various suggestions for the improvement in some areas. More

over the value able suggestions and views given by the dealers at the end of each survey

part would definitely help the managers to understand better before introducing any

strategy.

This survey is based on actual interview done with the different dealers of Ludhiana

market. In the end of the survey part, there proposed some suggestions to improve the

marketing process and proposed some suggestions on the areas where the company is far

away from its big competitors.

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In the end I would like to say that I would consider myself very honored, if at least a

single one suggestion would be implemented actually, given in the project.

BIBLIOGRAPHY

BOOKS PREFERRED:-

Kotller Phillip- Marketing Management

C.R Kothari-. Research Methodology

T.N. Chabra- Marketing Management

INTERNET SITES:-

www.ownnahar.com

www.Texprosile.Com

www.Goolge.Com

www.Marketing.com

62

http://www.ownnahar.com/http://www.texprosile.com/http://www.goolge.com/http://www.marketing.com/http://www.ownnahar.com/http://www.texprosile.com/http://www.goolge.com/http://www.marketing.com/

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QUESTIONNAIRES

1. Are you a customer of Nahar fabric?Yes No

2. What in your view, influence of the following in making a purchase decision (can

reply more than one option)?Price recommendation

Mode of payment relationship

Demand variety

3. What from your point of view Nahars fabric is:

Excellent Good

Very good Average

4.If you have an option to replace the nahar fabric, which one you would prefer?Same brand other brand not sure

5. From your point of view, whose fabric is no. 1 in the market? Give rating out of 10 to

following option?Nahar --------------

Vardhaman------------

6. Why Nahar fabric is most popular fabric, from your point of view?

--------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------

7. If you want to buy Nahar fabric and if the stock is not available. What would you

prefer? Tick any option.Look into market

Buy other brand

Wait for stock to comeDo not purchase at all

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8. How much time it takes to place you another order of fabric of Nahar?

1-15 days 15-30 days 30-45 days

9. From your point of view, the prices of fabric of Nahar with respect to other mills are?

Less Average High

10. Have you received any complaint from customer regarding fabric?

Yes No

11. What was customer-buying decision, when you receive a compliant about fabric

shirting?

Definitely buy probably not buy not sure

Probably buy definitely not buy

12. Reasons for the complaint?--------------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------

13. What influence the customer in printing fabric of nahar? (Can tick more than one

option)

Color delivery VarietyDesign Finishing

14. What makes Nahar fabric a good brand? (Your point of view)--------------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------

15. Any

suggestion-----------------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------------------------------------------------------------------------

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