T&D VKC Polymers

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M/s. Veekesy Polymers pvt.ltd

School of Management Studies, CUSAT. 1

A STUDY ON EFFECTIVENESS OF TRAINING AND

DEVELOPMENT WITH SPECIAL REFERENCE TO

M/s. VEEKESY POLYMERS PVT.LTD

Prepared By

JASVIN K JAISON

Under the guidance of

Dr. Sam Thomas

Assistant Professor SCHOOL OF MANAGEMENT STUDIES, CUSAT.

Submitted in partial fulfillment of the requirement for the award of theDegree of

MASTER OF BUSINESS ADMINISTRATION

To the Cochin University of Science and Technology

SCHOOL OF MANAGEMENT STUDIES

COCHIN UNIVERSITY OF SCIENCE AND TECHNOLOGYKOCHI-682022, KERALA


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DECLARATION

I do hereby declare that this report is a bonafide record of the internship done

by Jasvin K Jaison under the supervision of Dr. Sam Thomas, Assistant Professor

School of Management Studies and Hari Krishnan J. (Human Resource

Department), VKC GROUP DIVISION-II during the academic year 2014-2015,

in partial fulfillment of the requirement for the award of Degree of Masters

Programme in Business Administration of School of Management Studies, Cochin

University of Science and Technology, Cochin.

Place: Signature

Date:


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ACKNOWLEDGEMENT

I wish to take this opportunity to express my sincere expression of gratitude to eachand every one who helped me in the completion of this work.

I am very glad to express my gratitude to Dr. Sam Thomas,Assistant Professor, School of Management Studies, CUSAT for his valuablesuggestions, advice and encouragement during the course of my internship.

I would like to express my sincere gratitude and thanks to Mr. VKC Mammed Koya,Chairman VKC Group and also to HR Department, VKC Group, Division II.

Jasvin K Jaison.


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CHAPTERISATION

CHAPTER NO CONTENT Page No

Chapter I: INTRODUCTION OF THE

STUDY

5

Chapter II: CONCEPT 12

Chapter III: INDUSTRY PROFILE 32

Chapter IV: ORGANIZATION

PROFILE

38

Chapter V: FUNCTIONAL ANALYSISOF DIFFERENTDEPARTMENTS

47

Chapter VI SWOT ANALYSIS 66

Chapter VII: RESEARCH

METHODOLOGY

69

Chapter VIII: DATA ANALYSIS AND

INTERPRETATION

82

Chapter IX: SUMMARY AND

FINDINGS

126

Chapter X: PERSONAL LEARNINGSEXPERIENCES

131

Chapter XI: CONCLUSION 133

Chapter XII: BIBILOGRAPHY 135


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CHAPTER -1

INTRODUCTION OF THE STUDY


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INTRODUCTION OF THE STUDY

1.1 Introduction

William James of Harvard University estimated that employees could retain

their jobs by working at a mere 20-30 percent of their potential. His study led him

to believe that if these same employees were properly motivated, they could work at

80-90 percent of their capabilities. Behavioral science concepts like motivation and

enhanced productivity could well be used in such improvements in employee output.

Training could be one of the means used to achieve such improvements through the

effective and efficient use of learning resources.

1.1.1. Training and Development

Human resources, are the most valuable assets of any organization, with

the machines, materials and even the money, nothing gets done without man-power.

The effective functioning of any organization requires that employees learn to

perform their jobs at a satisfactory level of proficiency. Here is the role of training.

Employee training tries to improve skills or add to the existing level of the

knowledge so that the employee is better equipped to do his present job or to prepare

him for higher position with increased responsibilities. However individual growth

is not an end itself. Organization growth needs to be meshed with the individual’s

growth. The concern is for the organization viability, that it should adapt itself to a

changing environment. Employee growth and development has to be seen in the

context of this change. So training can be defined as:


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Training is a systematic development of the knowledge, skills and attitudes required

by employees to perform adequately on a given task or job

The need for improved productivity in organization has become universally

accepted and that it depends on efficient and effective training. However, the need

for organizations to embark on staff development programme for employees has

become obvious. Absence of these programme often manifest tripartite problems of

incompetence, inefficiency and ineffectiveness. So training and development aim at

developing competences such as technical, human, conceptual and managerial for

the furtherance of individual and organization growth which makes it a continuous

process.

1.2. Statement of Research Problem

Training and development play vital role in any given organizations in the

modern day. It is aimed at preparing employees for future or current jobs. The

efficiency and productivity of the firm can be increased considerably with right

training methods. This is the reason why HR department gives Training such a huge

importance. So it is essential that we conduct studies and experiment s to improvise

our training methods.

The motive behind this study is to understand the effectiveness of training and

development programs on the employees of M/s. Veekesy Polymers pvt.ltd, Calicut.

The training cannot be measured directly but the change in attitude and behavior that

occurs as a result of training. By studying and analyzing the response of employees

regarding training, we can make scientific conclusions, which is the core idea of this

study.


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Problem Statement

The intention of this research is to analyze and evaluate the effectiveness of training

and development process in M/s. Veekesy Polymers pvt.ltd, Calicut.

1.3. Need for the study

Training is the act of increasing the knowledge and skills of an employee for

doing a particular job. It utilizes a systematic and organized procedure by which

employee learns technical knowledge and skills. Training refers to the teaching and

learning activities carried on for the primary purpose of helping members of an

organization.

Training is closely related with education and development but needs to be

differentiated from these terms. It is aimed at improving the behavior and

performance of a person.

Training is a continuous and life long process. Training provides an

atmosphere of sharing synthesizing with the help of the trainers, the information

already available on the subject.

1.4. Significance of the study

The development of any organization depends on its employees. For

organizational productivity training and development assumes great significance.

Training aims at increasing the knowledge and skills of the employee whereas

organizational development on the other hand refers to overall improvement of theorganization such as its structure, objectives, policies and procedures including

managers and employees. Organizational development can be achieved by hiring the

services of the professional’s consultants. Training and development programs are

often viewed as part of organizational development.


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A better knowledge about these things can facilitate the trainer as well as the

trainee in conducting and benefiting from the training. But training being a very

complex process makes it a bit difficult. So the best way to achieve it is by studying

and analyzing the feedback of employees as well as managers.

The project includes collecting information from staffs of M/s. VEEKESY

POLYMERS PVT.LTD, analyzing it, interpreting it, and concluding useful

suggestions from it.

Some of the benefits of project are listed below.

Our project is conducted to know the level of knowledge and skills imparted

into employees.

This will help the management to know the efficiency of their training

programs as well as the satisfaction level of employees and thus take

necessary managerial decisions.

The inferences made out of the project can help the employer and employee

to contribute for the better training facilities.

Any training and development program should meet both primary and

secondary objectives of the organization. The study will give light in the

designing of better training programs aiming solely at the desired results.

1.5. Objectives of Study

Primary Objective

To study the effectiveness of training and development programs in M/s.

Veekesy Polymers pvt.ltd, Calicut.


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Secondary Objectives

To study the methods used in training the employees

To analyze whether the quality of training and satisfaction of respondents

related.

To analyze whether the employees are satisfied with their current training

methods.

To collect and analyze the views of the participants and superior on the

training.

To study the training program on the basis of relevance, implementation and

outcomes.

1.6. Methodology

Research methodology is a way to systematically solve the research problem.

It may be understood as a science of studying how research is done scientifically. Init we study the various steps that are generally adopted by a researcher in studying

his research problem along with the logic behind them.

Methodology gives us the blueprint of activities to be carried out

systematically in order to complete the study successfully. The methodology of our

study has several steps [listed below] each of them are explained in chapter IV.

Formulating the Research Problem

Extensive Literature Review

Developing the objectives

Preparing the Research Design including Sample Design


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Collecting the Data

Analysis of Data

Generalization and Interpretation

Preparation of the Report or Presentation of Results-Formal write

ups of conclusions reached.


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CHAPTER - 2

CONCEPT


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CONCEPT

Introduction

Training is the process of assisting a person for enchanting his efficiency and

effectiveness at work by improving and updating his professional knowledge by

developing skills relevant to his work and cultivating appropriate behavior and

attitude towards work and people.

Training could be designed either for improving present at work or for

preparing a person for assuming higher responsibilities in further which would call

for additional knowledge and superior skills.Training is different education particularly formal education. While education

is concerned mainly with enhancement of knowledge, training aims essentially at

increasing knowledge, stimulating attitude and imparting skills related to a specific

job.

It is a continuous and life long process. Training provides an atmosphere of

sharing and synthesizing, with the help of the trainers, the information already

available on the subject. Training is a time bound activity program. Thus there is a

separate specialized discipline of trainers socializing in the field of human activity.

2.1. Meaning

A business' most important asset is often its people. Training and developing

them can be one of the most important investments a business can make. The right

training can ensure that your business has the right skills to tackle the future. It can

also help attract and retain good quality staff, as well as increasing the job

satisfaction of those presently with you - increasing the chances that they will satisfy

your customers.


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Thus Training is the act of increasing the knowledge and skills of employee.

It is a universal truth that the human resources available in an organization have to

be managed more efficiently than the material resources comprising of machines and

money.

Eloquently putting “Training is a systematic development of the knowledge,

skills and attitudes required by employees to perform adequately on a given task or

job”.

2.2. Definition

“Training is the continuous, systematic development among all levels of employees

of that knowledge and those skills and attitudes which contribute to their welfare and

that of the company”.

- M.C Lord and Efferson

“Training may be defined as a process of developing an understanding of some

organized body of facts, rules and methods. This information concerns largely the

operative phases of an applied knowledge”.

- R.C Davis

2.3. Theories of training and development

2.3.1. Kirkpatrick evaluation model

The Kirkpatrick evaluation model or theory was developed in 1959 by

University of Wisconsin professor emeritus Donald Kirkpatrick. It consists of four

levels of evaluation: reaction of participants; learning, or the knowledge and skills

gained; behavior, or the ability to apply the new skills; and results, or the

organizational impact. Each level of evaluation builds upon and adds precision to

the previous level.


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The reaction:

The reaction level measures how training participants react, including their

level of participation; ease and comfort of experience; and the level of effort required

to make the most of the learning. A reaction evaluation is inexpensive and simple to

administer using interaction with the participants, post-training surveys and online

questionnaires. The evaluation can be done immediately after the training ends. It is

important that participants have a positive reaction to the training sessions because

a negative reaction leads to poor learning.

The learning:

Learning evaluations are usually conducted before and after a training

program to assess the impact the program has had on the learning process.

Evaluations assess whether participants have advanced in knowledge, skills and

intellectual capacity as a result of the training. Learning evaluation tools include self-

assessment using online questionnaires and tests, and formal assessment through

interviews and observations. Learning evaluation is especially relevant for technical

training because technical skill level changes are usually more quantifiable.

Behavior:

Behavior evaluation assesses the extent to which training participants apply

the learning in their jobs. The evaluation is usually done over a period of time to

determine if the participants use the new skills and knowledge on the job, improve

their performance and transfer the knowledge to their peers. Tools include

observations, questionnaires, tests and interviews. Behavior evaluations take more

time and effort than reaction and learning evaluations. It is important to involve the


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line managers and immediate supervisors in the process because they are in the best

position to observe and assess participant behavior changes.

Results:

Results evaluation determines the success of a training program in operational

and strategic terms, such as increased sales, reduced expenses, improved quality and

reduced cases of workplace injuries. However, it may not always be possible to

correlate improved operational performance with training. For example,

improvements in product quality may be due to better design tools and more

qualified staff, not just a new quality training program. External factors, such as

changes in the economy and the competitive environment, may also influence

operational results.

2.3.2. Theory X and Theory Y

Theory X and Theory Y are theories of human motivation created and

developed by Douglas McGregor at the MIT Sloan School of Management in the

1960s that have been used in human resource management, organizational behavior,

organizational communication and organizational development. They describe two

contrasting models of workforce motivation.

http://en.wikipedia.org/wiki/Douglas_McGregorhttp://en.wikipedia.org/wiki/MIT_Sloan_School_of_Managementhttp://en.wikipedia.org/wiki/Human_resource_managementhttp://en.wikipedia.org/wiki/Organizational_behaviorhttp://en.wikipedia.org/wiki/Organizational_communicationhttp://en.wikipedia.org/wiki/Organizational_developmenthttp://en.wikipedia.org/wiki/Organizational_developmenthttp://en.wikipedia.org/wiki/Organizational_communicationhttp://en.wikipedia.org/wiki/Organizational_behaviorhttp://en.wikipedia.org/wiki/Human_resource_managementhttp://en.wikipedia.org/wiki/MIT_Sloan_School_of_Managementhttp://en.wikipedia.org/wiki/Douglas_McGregor


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Theory X

In this theory, which has been proven counter-effective in most modern

practice, management assumes employees are inherently lazy and will avoid work if

they can and that they inherently dislike work. As a result of this, management

believes that workers need to be closely supervised and comprehensive systems of

controls developed. A hierarchical structure is needed with narrow span of control

at each and every level. According to this theory, employees will show little ambition

without an enticing incentive program and will avoid responsibility whenever they

can. According to Michael J. Papa, if the organizational goals are to be met, theory

X managers rely heavily on threat and coercion to gain their employees' compliance.

Beliefs of this theory lead to mistrust, highly restrictive supervision, and a

punitive atmosphere. The Theory X manager tends to believe that everything must

end in blaming someone. He or she thinks all prospective employees are only out for

themselves. Usually these managers feel the sole purpose of the employee's interest

in the job is money. They will blame the person first in most situations, without

questioning whether it may be the system, policy, or lack of training that deserves

the blame. A Theory X manager believes that his or her employees do not really

want to work, that they would rather avoid responsibility and that it is the manager's

job to structure the work and energize the employee. One major flaw of this

management style is it is much more likely to cause diseconomies of scale in large

businesses.

Theory Y

In this theory, management assumes employees may be ambitious and self-

motivated and exercise self-control . It is believed that employees enjoy their mental

and physical work duties. According to Papa, to them work is as natural as play.

They possess the ability for creative problem solving, but their talents are underused

http://en.wikipedia.org/wiki/Diseconomies_of_scalehttp://en.wikipedia.org/wiki/Diseconomies_of_scale


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in most organizations. Given the proper conditions, theory Y managers believe that

employees will learn to seek out and accept responsibility and to exercise self-

control and self-direction in accomplishing objectives to which they are committed.

A Theory Y manager believes that, given the right conditions, most people

will want to do well at work. They believe that the satisfaction of doing a good job

is a strong motivation. Many people interpret Theory Y as a positive set of beliefs

about workers. A close reading of The Human Side of Enterprise reveals that

McGregor simply argues for managers to be open to a more positive view of workers

and the possibilities that this creates. He thinks that Theory Y managers are more

likely than Theory X managers to develop the climate of trust with employees that

is required for human resource development.

It's human resource development that is a crucial aspect of any organization.

This would include managers communicating openly with subordinates, minimizing

the difference between superior-subordinate relationships, creating a comfortable

environment in which subordinates can develop and use their abilities. This climate

would include the sharing of decision making so that subordinates have say in

decisions that influence them.

Theory X and Theory Y combined

For McGregor, Theory X and Y are not different ends of the same continuum.

Rather they are two different continua in themselves.

2.3.3. Abraham Maslow's Hierarchy of Needs motivational model

Abraham Maslow developed the Hierarchy of Needs model in 1940-50s USA,

and the Hierarchy of Needs theory remains valid today for understanding human

motivation, management training, and personal development

The Maslow's Hierarchy of Needs five-stage model below (structure and

terminology - not the precise pyramid diagram itself) is clearly and directly


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attributable to Maslow; later versions of the theory with added motivational stages

are not so clearly attributable to Maslow.

These extended models have instead been inferred by others from Maslow's

work. Specifically Maslow refers to the needs Cognitive, Aesthetic and

Transcendence (subsequently shown as distinct needs levels in some interpretations

of his theory) as additional aspects of motivation, but not as distinct levels in the

Hierarchy of Needs.

Where Maslow's Hierarchy of Needs is shown with more than five levels these

models have been extended through interpretation of Maslow's work by other

people. These augmented models and diagrams are shown as the adapted seven and

eight-stage Hierarchy of Needs pyramid diagrams and models below.

There have been very many interpretations of Maslow's Hierarchy of Needs

in the form of pyramid diagrams. The diagrams on this page are my own

interpretations and are not offered as Maslow's original work. Interestingly in

Maslow's book Motivation and Personality, which first introduced the Hierarchy of

Needs, there is not a pyramid to be seen.


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1. Biological and Physiological needs - air, food, drink, shelter, warmth, sex, sleep,

etc.

2. Safety needs - protection from elements, security, order, law, limits, stability, etc.

3. Belongingness and Love needs - work group, family, affection, relationships, etc.

4. Esteem needs - self-esteem, achievement, mastery, independence, status,

dominance, prestige, managerial responsibility, etc.

5. Cognitive needs - knowledge, meaning, etc.

6. Aesthetic needs - appreciation and search for beauty, balance, form, etc.

7. Self-Actualization needs - realizing personal potential, self-fulfillment, seeking

personal growth and peak experiences.

8. Transcendence needs - helping others to achieve self-actualization.

2.4. Institutional Training

Every organization needs the services of trained persons for performing the

activities in a systematic way. It is in this regard to some extent, training for the

students of business courses in various functional areas become mandatory before

entering in to the corporate Jobs.

No doubt, the employee training is required in every stage, very frequently.

Since, the fast changing technological development makes the knowledge of

employees obsolete. They require constant training to cope with the needs of

corporate sector. They require constant training to cope with the needs of jobs. After

selecting the employees the next task of management is to give them proper

training. Some employees may have some previous knowledge of jobs while others

may entirely be new. Both types of workers will need some kind of training to

acquaint themselves with the hobs though it is more necessary for the later category

of employees.

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Large organizations may employ a large number of persons every year. It

may not be possible to recruit already trained persons. Such enterprises require

separate training departments to prepare training for preparing workers for jobs and

also keeping them acquainted with latest technological advancement.

Training of employees is essential because work force is an invaluable asset

to an organization. Training is necessary for the following reasons.

« Increased Productivity

Training improves the performance of employees. Increase skill and

efficiency results in better quantity and quality of production. A trained worker will

handle machines carefully and will use the materials in an economical way.

« Higher Employee Morale

A trained worker derives happiness and job satisfaction from his work. He

feels happily when his performance is up to the mark. This also gives him job

security and ego satisfaction. The employees will properly look after a worker who

performs well. All these factors will improve employee’s morale.

« Less Wastages

Untrained worker my waste more materials, damage machines and

equipment’s and may cause accidents. A trained worker will know the art of

operating the machine properly. He will also use the materials and other equipment

in a systematic way causing less wastage. The control of various wastes will

substantially reduce the manufacturing cost. The amount spend on training the

workers will prove an asset to the organizations.

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« Reduce Turnover and Absenteeism

Labor turnover and absenteeism are mainly due to job dissatisfaction. When

a worker is properly trained he will take keen interest in his job and can derive

satisfaction from it. A satisfied person may not like to leave his job and try at a new

place.

« Employee Development

Training also helps in the development of employees. It first helps in locating

talent in them and then developing it to the maximum. The adaptability of a worker

will help him in working on new and improved jobs. If a worker learns fast then be

able to develop his talent and improve his performance.

2.5. Needs of Training

To enable the new recruits to understand work:

A person who is taking up his job for the first time must become familiar withit. For example, if a fresh graduate is appointed as a clerk in a bank, he must

first of all gain knowledge of work assigned to him.To enable existing employees to update skill and knowledge.

Training is not something needed for the newly recruited staff alone. Even theexisting employees of a concern may require training. Such training enablesthem to update their skill and knowledge.To enable an employee who has been promoted to understand hisresponsibilities.

Training is essential for an employee who has just been promoted to a higherlevel job. With an evaluation in his position in the organization, hisresponsibilities are also going to multiply.To enable an employee to become versatile.

Sometimes an employee may have to gain knowledge of several related jobs.It will not be enough if he is only good in the work he does presently.

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2.6. Purpose of training

One of the main purpose of training is to prevent industrial accidents. This is

done by creating safety consciousness among workers.

When the employees are trained it enables them to achieve the required level

of performance which in turns increases the productivity.

Training helps in increasing the knowledge and skills of employee

When the employees are trained it becomes easy for them to adapt themselves

according to the changes made in business.

Training reduces the cost of supervision. Trained employees needs less

guidance which in turns reduces the needs for supervision.

2.7. Importance of Training

Improvement in skill and knowledge:

Such training helps the employees to perform his job much better. This

benefits the enterprise as well.

Higher production and productivity:

If an enterprise has a team of well trained employees there will be rise in

production as well as increase in productivity. Productivity is the input- output

ratio


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Job satisfaction:

Trained employees will be able to make better use of the making of their skill.

This increases their level of self-confidence and commitment to work. Such

employees are bound to have higher job satisfaction.

Better use of resources:

Employees will be able to make better use of materials and machines. This

reduces the rate of wastage and spoilage of materials and also breakage of

tools and machines

Reduction in accidents:

Trained employees are aware of safety precautions and so they are alert and

cautious. This is bound to bring down the number of accident in the works

place.

Reduced supervision:

Well trained employees do not need much supervision. They can do their work

without having to approach their superior often for guidance.

Reduction in complaints:

‘Only bad workers blame their tools’. An employee who has acquired the

necessary skill and job knowledge would certainly love his job.


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Adaptability:

Trained workers have the capacity to adapt themselves to any kind of

situation. They are odd in crisis management too. This indeed is beneficial for

the organization.

Scope for management by exception:

With trained workers working under them, it becomes easy for the managers

to get things done by delegating authority. This enables the managers to

concentrate more on important issues confronting the organization.

Stability:

“The employees of today are going to be the managers of tomorrow”. The

retirement of key managers may not affect the stability of an organization if it

has a team of trained, efficient and committed employees who are ever ready

to take over management.

2.8. Features of training

The features of good training programs are as follows:-

Clear purpose:

The objective of the programme should be clearly specified. The training

should be result oriented.

Training needs:

The training needs of employees should be clearly defined. The methods

selected for imparting training should be appropriate and effective.


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Relevance:

The training programme and its contents must be relevant to the requirements

of the job for which it is intended.

Balance between theory and practice:

A good training programme should provide a balanced mix of theory and

practice the theoretical framework should be backed by practical application

to provide all round training.

Management support:

Top management must actively support the training programme so that the

training programme may help the employees to yield better results. Once the

employees get the support form management support the perform there job

more effectively.

2.9. Steps involved in training:

Step1:

Define the chart part of the organization in which the work has to be done. It

is to have a focused approach of the study. It could either be a particular

department, a section, a unit, a specific group or a staff category.

Step2:

Use various data collection measures to collect both qualitative as well as

quantitative data.


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Step3:

Analyze the entire data collected in order to find out causes of problem areas

and priorities areas, which need immediate attention.

Step4:

Priorities the different training programmes according to the responses

collected.

Step5:

Record and file the entire data so that it can be used for future reference while

designing training programmes / training calendar.

2.10. Methods and Types of Training and their Advantages and Disadvantages.

Following chart illustrates advantages and disadvantages for the different training

methods.

Training Method Type of Training Advantages Disadvantages

Instructor-

Led Training

Classroom Revised easily Scheduling is difficult

Developed quickly Travel costs

Face-to-face contactDifferences from class

to class


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On-line

Group Training No travel costs

Requires computer

equipment

Developed quickly No face-to-face contact

Videoconferencing

and Video/On-line

Supports large

groups and multiple

sites

High equipment costs

No travel costsLogistically

challenging

On-the Job CoachingEffective knowledge

transfer

Differences frominstructor to instructor,

session to session.

Related to trainee's

job

Costly in terms of

instructor-to-trainee

ratio

Face-to-face contact

On-line

Self-Directed

Training

All On-line TrainingConsistent training

content

High development

costs

Convenient access to

training

Lengthy development

time

Trainee sets own

pace

Requires computer

equipment


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Reuse does not

require trainer

participation

Web-Based Training Easy to modify

Limited bandwidth

causes slow download

times.

CD-ROM/DVDSupports complex

multimediaDifficult to modify

Off-line

Self-Directed

Training

Printed Material Portable Less Interesting

Trainee sets own

paceDifficult to modify

Developed quickly

Video DVD orAudio CD

Consistent trainingcontent

Requires playbackequipment

Can share copiesCan be costly to

develop

Trainee sets own

paceDifficult to modify

Just-In-Time

Training

Electronic

Performance Support

System (EPSS)

Available when

needed at trainee's

convenience

Costly to develop


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Related to trainee's

job

Requires computer

equipment

Continuous

Improvement

Promotes employee

involvement

Requires training

resources that are

readily available on a

continuous basis

Promotes creative

solutions

Differences from

instructor to instructor

Computer-Mediated

Asynchronous

Collaboration

Accessible at thetrainee's convenience

Requires computerequipment

Promotes creative

solutions

Can require computer

software

Promotes employee

involvement


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2.11. Training Design


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CHAPTER -3

INDUSTRY PROFILE


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INDUSTRY PROFILE

Footwear refers to garments worn on the feet, for fashion, protection against theenvironment, and adornment. Some cultures chose not to wear footwear, at least in

some situations. The term footwear covers a vast range of products made from manydifferent materials. Boots, shoes, sandals, slippers, clogs and so forth are madewholly or partly of leather, rubber, synthetic and plastics materials, canvas, rope andwood. Economic, demographic and other factors have transformed the footwearindustry in recent years.

Durable shoes are a relatively recent invention, though many ancient civilizations

wore ornamental footwear. Many ancient civilizations saw no need for footwear.

The Romans saw clothing and footwear as signs of power and status in society, and

most Romans wore footwear, while slaves and peasants remained barefoot. TheMiddle Ages saw the rise of high-heeled shoes, also associated with power, and the

desire to look larger than life, and artwork from that period often depicts bare feet

as a symbol of poverty. Bare feet are also seen as a sign of humility and respect, and

adherents of many religious worship or mourn while barefoot, or remove their shoes

as a sign of respect towards someone of higher standing.

In some cultures, people remove their shoes before entering a home. Some religious

communities require people to remove shoes before they enter holy buildings, suchas temples.

Spanish cave drawings from more than 15000 years ago show humans with animal

Skins or furs wrapped around their feet. The body of a well preserved “ice man”

nearly 5000 Years old wears leather foot stuffed with straw. Shoes, in some form or

another, have been around for a very long time. The evolution of foot coverings,

from the sandal to present-day athletic shoes that are marvels of engineering,

continues even today as we find new materials with which to cover our feet. We are,in fact still wearing sandals- the oldest crafted foot covering known to us.

Moccasins are still readily available in the form of the loafer. In fact, many of the

shoes we wear today can be traced back to another era. The Cuban heel may have

been named for the dance craze of the 1920s, but the shape can be seen long before


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that time. Soles, which are one of the most recognizable features of footwear in the

1970s and 1990s, were handed down to us from 16th century choppiness. Then, high

soles were a necessity to keep the feet off of the dirty streets. Today they are worn

strictly for fashion’s sake. If one can deduce the basic shoe shapes have evolved somuch, it is necessary to discover why this has happened. It is surely not due to a lack

of imagination- the colours and materials of shoes today demonstrate that. Looking

at shoes from different parts of the world, one can see undeniable similarities. While

the venetians were wearing the choppiness, the Japanese balanced on high-soled

wooden shoes called get. Though the shape is slightly different, the idea remains the

same. The venetians had no contacts with the Japanese, so it is not a case of imitation.

Even the mystical Chinese practice of foot binding has been copied in our culture.

Some European women and men of the past bound their feet with tape and squashed

them into too-tight shoes. In fact, a survey from the early 1990s reported that 88%of

American wears shoes that are too small! As one examines footwear history, both in

the west and in other parts of the world, the similarities are apparent. Though the

shoemakers of the past never would have thought to pair a sandal with a platform

sole, our shoe fashions of today are, for the most part, modernized adaptations of

past styles.


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PERFORMANCE OF INDIAN FOOTWEAR INDUSTRY

Indian footwear Industry has grown tremendously in the past and today it is a very

significant segment of the leather industry in India. India is the second largest

producer of footwear after China, accounting for ~15% of world’s footwear

production.

Trends in the Industry:

• Online Sales

• Changing material preferences

• Increasing Capacities • Rise of Premium & Luxury brands

India is standing on the threshold of a retail revolution and witnessing fast

changing retail landscape. With such transformation footwear market is set to

experience phenomenal growth in coming years. Footwear Industry in India has

been taking a smooth ride to growth. The industry is backed by burgeoning

domestic consumption of footwear. With growing fashion consciousness among

the Indian populace coupled with rising disposable incomes and support from

Indian government in the form of FDI has made many premium andluxury shoe brands to turn to India for growth. India remains an attractive market

for both international and local footwear players with huge population base, rising

spending power of the growing middle class in the country and increased fashion

consciousness among young and women. India is the second largest global

producer of footwear after China. With changing lifestyles and increasing

affluence, domestic demand for footwear is projected to grow at a faster rate than

has been seen. There are already many new domestic brands of footwear and many

foreign brands such as Nike, Adidas, Puma, Reebok, Florsheim, Rockport, etc.have also been able to enter the market. The footwear sector has matured from the

level of manual footwear manufacturing methods to automated footwear

manufacturing systems. Many units are equipped with In-house Design Studios

incorporating state-of-the-art CAD systems having 3D Shoe Design packages that

http://www.pr-inside.com/report-on-footwear-industry-in-india-r3634963.htmhttp://www.pr-inside.com/report-on-footwear-industry-in-india-r3634963.htmhttp://www.pr-inside.com/report-on-footwear-industry-in-india-r3634963.htmhttp://www.pr-inside.com/report-on-footwear-industry-in-india-r3634963.htm


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are intuitive and easy to use. The Indian Footwear Industry is gearing up to

leverage its strengths towards maximizing benefits.

Strength of India in the footwear sector originates from its command on reliable

supply of resources in the form of raw hides and skins, quality finished leather, largeinstalled capacities for production of finished leather & footwear, large human

capital with expertise and technology base, skilled manpower and relatively low cost

labor, proven strength to produce footwear for global brand leaders and acquired

technology competence, particularly for mid and high priced footwear segments.

Resource strength of India in the form of materials and skilled manpower is a

comparative advantage for the country.

There are nearly 4000 units engaged in manufacturing footwear in India. Theindustry is dominated by small scale units with the total production of 55%. The totalturnover of the footwear industry including leather and non-leather footwear isestimated at Rs.8500-9500 crore (Euro 551.3-1723.1 Million) including Rs.1200-1400 crore (Euro 217.6-253.9Million) in the household segment. India’s share inglobal leather footwear imports is around 1.4% Major Competitors in the exportmarket for leather footwear are China (14%), Spain (6%) and Italy (21%).India’sexports of leather footwear touched US$331 million in 1999-2000, recording anincrease of 3.29% over the preceding year.. The major markets were the UK, USA,France, Italy, Russia, etc. In 1999-2000, export of leather footwear from India

contributes 21% share of its total export of leather and its products. The footwearindustry exist both in the traditional and modern sector. While the traditional sectoris spread throughout the country with pockets of concentration catering largely tothe domestic market, the modern sector is largely confined to select centres likeChennai, Ambur, Ranipet, Agra, Kanpur and Delhi with most of their production forexport.


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INDIAN FOOTWEAR COMPONENTS INDUSTRY

The footwear components which are exported from India are leather shoe upper

and leather unit soles. The estimated annual production capacity of leather shoe

upper’s is 112 million pairs. The major production centers are Chennai, Ranipet,Agra, TamilNadu etc. The component industry has enormous opportunities for

growth to cater to increasing production of footwear of various types, both for

export and domestic market. Nearly 75% of total export of footwear component is

from the southern region followed by northern region with a share of 13%.Nearly

83% of the India’s export of footwear component is from the UK, Germany, Italy,

USA, France and Portugal.

To ensure high quality and safety of footwear, manufacturers have to make sure all

products comply with existing and relevant standards. By producing footwear inaccordance with national and international regulations, potential risks can be

minimized and the interest of both textile manufacturers and consumers can be

protected.

The following standards/regulations apply to footwear products:

CPSIA

GB Standards EN Standards for footwear

ASTM Standards

ISO Standard

AAFA Restricted substance list.


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CHAPTER

4ORGANIZATION PROFILE


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ORGANIZATION PROFILE

VKC GROUP OF COMPANIES

“VKC group of companies are the leading footwear manufacture especially in

southern region of India. The group established on (August17) 1984 with a nominal

capital and few employees. In 1984 the founder of the group Mr. V.K.C. Mammed

Koya started a Hawai Sheet manufacturing unit with his two brothers. Later on

Hawai straps were also inducted to the production line and in 1986 VKC grouplaunched the first product with its own brand name in the market viz. VKC Hawai

with an initial production of 600 pairs per day. By 1989 the production increased to

5000 pairs a day and by 1996 it jumped to 17000 pairs.

In between the founder initiated the floating of the first RPVC (Rigid Polyvinyl

Chloride) footwear manufacturing unit in the Malabar Area of Kerala state with few

of his friends. This product also got very good acceptance in the market. This

resulted in a rapid change in the footwear industry itself. Within a few years the

number of Rubber and RPVC unit grew to more than 80 in this area.

In 1994 the group ventured the first unit in Kerala to manufacture footwear from

virgin PVC. This resulted in a drastic change and the multinational brands

confronted competitions from the local brands. In 1998 the group started the first

Micro Cellular PVC footwear in Kerala with the help of imported plant and

machinery. “Quality at low price” made the VKC groups products popular in the

market day by day.


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In 2001 the group started the first Air Injected PVC DIP footwear manufacturing

unit in the South India. In 2003 the group missioned the first Injected EVA

manufacturing unit in South – Central India. In 2006 the group started backward

integration to produce EVA compound for Injection and started the first EVA

compounding plant in the South – Central India. The unit went in 2007 the group

started manufacturing of PU DIP footwear.

During this period new bloods with technical, commercial and practical knowledge

were inducted and now the group consists of 25 working Directors and 100 share

holders spread over 16 various units. More than 4000 employees are working in

these units.

The company had achieved a prominent position in the footwear market of India.

The main markets, which have been focused by the company are Kerala, Tamilnadu

Karnataka, Madhya Pradesh, Gujarat, and Andhra Pradesh. It has now expanded its

market in countries such as Saudi Arabia, Dubai, Kuwait, Oman, Bahrain and Qatar.

The good quality and variety in models of VKC products help the companies to face

the market competition positively. The company has been able to maintain the

quality of the products by adopting foreign technologies. The group is now looking

for further avenues in the field of footwear to stretch their hands.

VisionTo provide quality products to the customer at an affordable price.

Mission

To meet the market demand and to achieve a prominent position in the Footwear

industry.


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Motto

“Quality products at Affordable Price”

The Head Quarter of VKC group is in CALICUT and the main plants of VKC group

of companies are situated in Kerala and TamilNadu. The following are the associate

companies of VKC group.

1. M/s. VEEKESY RUBBER INDUSTRIES PVT.LTD.

2. M/s. VEEKESY ELASTOMERS PVT.LTD.

3.

M/s. VEEKESY POLYMERS PVT.LTD.4. M/s. SANDLON TECHNOLOGIES PVT.LTD.

5. M/s. FORTUNE ELASTOMERS PVT.LTD.

6. M/s. CALTECH POLYMERS PVT.LTD.

7. M/s. SLIPONS INDIA PVT.LTD

8. M/s. DIADORA SHOES PVTLTD.

9. M/s. DIMESCO FOOTCARE INDIA PVT LTD.

10. M/s. FERRARI SHOES (INDIA) PVT.LTD

11. M/s. VEEKESY FOOTCARE (INDIA) PVT. LTD

12. M/s. FERRERO VINYL TECHNOLOGIES PVT.LTD

13. M/s. MORBIDO VINYL PVT.LTD.

14. M/s. SMARTAK FOOTCARE PVT. LTD.

15. M/s. VKC FOOTSTEPS INDIA PVT.LTD

16.

VKC FOOTPRINTS GLOBAL PVT LTD

17. VKC FOOTWEAR INTERNATIONAL PVT LTD

18. M/s VEEKESY SANDALS INDIA PVT LTD


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COMPANY POLICY

Implement programmes of continuous education & specialized training infootwear component technology and management issues.

Promote a healthy growth of the footwear component industry and its imports.

Organize technical and labour assistance for members to attain highest levelof quality.

Promote goodwill among component manufacturers.

Promote interaction among members of development of products of betterquality.

BRANDS PRODUCED BY VKC

VKC producing 8 different brands and providing it to market. The brands are:

VKC TRENDZ

VKC PRIDE

SLIPONS

VKC STILE

VKC JUNIOR

VKC WALKAROO

SMARTAK

VKC LITE

VKC LE-STYLE


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COMPETITORS

PARAGON RUBBER INDUSTRIES

HARITHA HAWAI, KERALA, INDIA

HAWALKER RUBBER INDUSTRIES, KERALA

ODYSSIA RUBBER INDUSTRIES, KERALA

PREMIERE FOOTWEAR

NEXO FOOTWEAR

CUBIX FOOTWEAR

QUALITY POLICY

In order to satisfy the customer needs, first the company provides footwear whichoffers better style, comfort, elegance, finish, colours and durability. Quality

performance demonstrated is the result of optimization of design, effective process

control in manufacturing together with testing and approval process in the

environment of Quality management system.


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COMPANY PROFILE OF M/s. VEEKESY POLYMERS PVT.LTD

M/s. Veekesy Polymers Pvt. Ltd. is registered as a private limited company and is

first of its kind in South Central India for manufacturing of injected EVA footwear’s.

M/s. Veekesy Polymers Pvt. Ltd. is one of the associate concerns of renowned VKC

Group of Companies. The founder of M/s. Veekesy Polymers Pvt. Ltd. is Mr. V.K.C.

MAMMED KOYA. The company is situated at Ramanattukara, Kozhikode.

The Managing Director of the company is Mr. V. Rafeeque. He was awarded with

Best Entrepreneur of Kerala and Best Entrepreneur of Kozhikode district for the year

2003.

The Company has been able to achieve a landmark in the field of footwear through

the continuous researches in footwear industry. The company manufactures “VKC

Lite” brand footwear having EVA sole with PVC and synthetic leather upper. The

company was incorporated in 01.01.1996 under the Companies Act 1956 and

commenced its production on 13.04.1998. Now a day’s company produces EVA and

PU footwear’s.

All affairs and day-to-day business administration of the firm is vested in the hands

of Board of Directors. They are in charge of various functions pertaining to Finance,

Production, HR, Marketing, Administration and Materials departments. The board

is assisted by well qualified staff members. Each department has functional heads,

senior and junior executive in order to support and help functional heads.

M/s. Veekesy Polymers Pvt. Ltd has a good market for their product in Kerala,

Tamil Nadu, Andra Pradesh, Maharashtra, Chhattisgarh, Orissa, Gujarat because of


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the quality and the affordable price of the product. The management gives high

priority to the quality of the product. The company assures the quality of the product

through the continuous quality checking in each and every stages of the production

process.

The quality of the VKC products is unrivalled in the market. The Footwear’s

introduced by the company has been growing and evolving with the changing trends

over the year. The company first manufactured “Senor Cinderella” brand footwear

having PVC sole with leather and synthetic leather upper. Now the company is

manufacturing VKC Pride and VKC Lite. VKC Pride is sold in Kerala, Tamil Nadu,

Andra Pradesh, Maharashtra, Chhattisgarh, Orissa, Gujarat and VKC Lite in Kerala

and Tamil Nadu alone. In the recent years the customers prefer the injected EVA

Footwear’s rather than any other Footwear. We also export our products to Kuwait,

Oman and Jiddah.

As we are manufacturers of footwear, we focus mainly on production process of the

organization. The function of the production department is to produce our products

on time, to the required quality levels, at the defined product cost. The advantage of

the company is the implementation of Italian technology used for the injection

moulding process. Moulding process is the main activity and the key process of

manufacturing of quality footwear. This will help the company to assure high quality

with accurate size and good finish to the product. Of major concern to the production

manager is monthly output. Production managers have monthly targets which they

are expected to strive to meet or exceed.

The production department of M/s. Veekesy Polymers Pvt. Ltd comprises of well

experienced staff members starting from functional head, department head,


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coordinator, supervisors, shift engineers, machine operators, pouring men and

workers. Production department also aims at maintaining the quality of products

been produced. Every employee is expected to take responsibility for managing

quality issues in order to make sure that waste is minimized and quality maximized.

Quality checking and assurance is carried out every day on a number of occasions

to ensure that the production process is working efficiently and effectively.

We use different machines to produce footwear’s. The company purchases footwear

moulds from Taiwan, China, and Italy. This will help the company to assure high

quality finished product.

Most of our machines are imported from abroad. It includes high EVA Injection

Moulding Machine, Blender Machine, PVC Mixer, Cooling unit, Compressors, PVC

Injection Moulding Machine, Generator, Clicker and Stitching Machine

M/s. Veekesy Polymers Pvt. Ltd has succeeded in withstanding stiff competition

from the parallel manufactures because of the superior quality of their products at

reasonable price.

Other than production and quality checking, production department performs one

more function. That is packing of finished products into cartons. A set of workers

are assigned to pack finished products into specified cartons or boxes according to

their name and size. Before packing quality is again being checked by the workers.

After packing all these cartons are sent to stock room for storing so that it can be

sent to dealers directly according to the order placed.


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CHAPTER - 5FUNCTIONAL ANALYSIS OF DIFFERENT DEPARTMENTS


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FUNCTIONAL ANALYSIS OF DIFFERENT DEPARTMENTS

VKC GROUP DIVISION-II

HUMAN RESOURCE DEPARTMENT

Human Resource Department of the organization caters to the need of both

employees and workers of the organization, resulting in a good relation between

employees and workers. The mission of the Department of Human Resources and

Management (DHRM) is to provide quality corporate governance and human

resource management systems; to perform with integrity, innovation, andresponsiveness, and deliver excellent customer service to the Commission, its

employees, elected and appointed officials and the communities served in the bi-

county region. The Department provides executive and operational leadership

through a set of best management practices, recommends policy, and establishes

administrative procedures, including internal controls for efficient and effective

operations. The Executive Director provides executive functions for the Commission

and also oversees the work of DHRM.

STRUCTURE OF HR DEPARTMENT

MANAGER

ASSISTANT MANAGER

EXECUTIVE


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FUNCTIONS OF HR DEPARTMENT

The human resource manager is vital to the successful operation of a business. Themanager performs such tasks as hiring, training and maintaining a healthy work

place environment.

HIRING: An HR Manager’s objective is to maintain adequate staffing levelsfor a business and to fill each position with the applicant who is most qualifiedto perform the job successfully .To do this an HR Manager may post jobopening, test applicants or schedule interviews and attend recruiting events.

ORIETATION/TRAINING: Orientation entails introducing a new hire to thecompany and its goals, history, policies, workers, culture and any otherinformation essential to function within the company. According to bureau oflabour statistics, training may entail class room instruction, electroniclearning, videos and other tools

INTERACTIONS: HR Manager Take employee complaints, media

conflicts, promote communication and in some cases, assist in negotiating

union contracts.

PERFORMANCE REVIEW/DISCIPLINE: Discussion with an employeeabout how he/she is doing relative to the standards and expectation laid outin the job description- according to the bureau of labour statistics.


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PRODUCTION DEPARTMENT

The main role of production is to turn inputs (raw materials) into outputs (finishedgoods). Outputs refer to a finished product or service and inputs are the materialsthat are needed to manufacture certain goods. When a business completes this

process they are able to achieve customer satisfaction by producing products that areready to be used and fit for purpose. The Production Department is responsible forensuring quality is achieved in each item produced. They will need to carry outinspections and implement suitable quality initiatives. This is one of the major dutiesof this Department because if mistakes are made on products, customer satisfactionwill be decreased or if products are ruined during the production process it meansthat the company will have to throw "bad" products away (creating waste). Bothaspects will lead the company to a loss of profit. Quality assurance will have to becarried out every day on a number of occasions to ensure that the production processis working efficiently and effectively.

The Production Department of VKC Group Division II comprises of wellexperienced staff members starting from functional head, Department head,coordinator, supervisors, shift engineers, machine operators, pouring men andworkers. Production Department also aims at maintaining the quality of products

been produced. Every employee is expected to take responsibility for managing

quality issues in order to make sure that waste is minimized and quality maximized.Quality checking and assurance is carried out every day on a number of occasionsto ensure that the production process is working efficiently and effectively.

The company uses different machines to produce footwear’s. The company purchases footwear moulds from China, and Italy. This will help the company toassure high quality finished product.

Most of the machines are imported from abroad. It includes high speed mixermachine, fully automatic air injection moulding machine, air drier & chiller, coolingtower, cementing machine, box strapping machine, clicker machine, generatorconveyor, stitching machine. It has succeeded in withstanding stiff competition fromthe parallel manufactures because of the superior quality of the products atreasonable price. Other than production and quality checking, ProductionDepartment performs one more function that is packing of finished products intocartons.


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A set of workers are assigned to pack finished products into cartons or boxes

according to their name and size .Before packing quality is again checked by the

workers. After packing all these cartons are sent to stock room for storing so that it

can be sent to dealers directly according to the order placed. Materials Department

of the organization place order according to need of material that’s used for production. Supervisor’s and production in charge gives details of materials needed

for production and accordingly materials are purchased by placing order through e-

mail.

STRUCTURE OF PRODUCTION DEPARTMENT

Production Head

ProductionExecutive

Machine

SupervisorUpper andinsole

Outsourcingsupervisor

Maintenance

SupervisorPackaging

Supervisor

MachineOperators

StoreKeepers

Assistant Assistant

Product mana er


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PRODUCTION TECHNOLOGY

VKC Group is producing high quality PU footwear from 100% virgin micro cellular

rubber. The company’s manufacturing facilities includes modern equipment and

machineries imported from Italy.

PRODUCTION PROCESS

Production Process

Raw Material MixingSynthetic Rexene

Cutting

Semi-Finished

Upper MaterialsSemi-FinishedInsole

Materials

Stitching Process Printing &

Embossing

Show Fitting, Riveting, Printing, Embossing

Stitching Process

Finished Footwear Upper

Injection Moulding Process

Semi-Finished Footwear

Quality Checking

Pasting Process

Heating ProcessPacking Process

Finished Footwear


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PACKING PROCESS

Trimming process

Conveyor system

Upper & Sole cleaning

Tag fitting

Packing in to small carton

Fixing Size & price sticker in small

carton

Packing in to master carton

Final check up in pairs, art no., price

& size

Box strapping


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MARKETING & SALES DEPARTMENT

Marketing and Sales Department carry out two separate functions nevertheless, theymust interact closely with each other, as both are essential parts for the marketingactivities in each company. Each company has the goal to fulfill customer needs andalso to match the company’s sales target followed by financial success.

After production process the products are being sold in the market according to theorders taken by Marketing Department. The Marketing Department studies themarket and the target customers, decides the best way to reach these customers, andworks with the rest of the company to help determine the new product needs of the

market. The firm does continuous market research, which helps the firm in planningand executing marketing strategies for the future course of action. It also helps inanalyzing the buyer habits, popularity of product, and effectiveness of advertisingmedia. It also helps to collect information about marketing problems andopportunities.

The company executives are directly taking the orders from the wholesalers. The

company has very good system for the supply of the products to the wholesalers.

The firm sent our products through parcel service to various dealers based on their

orders to respective places and doesn’t have connection with any retailers. The

product reaches the hand of customers through retailers, who gets it from

wholesalers.

The company manufactures products on the basis of demographic segmentation. As

a result, the firm produces products aiming youngsters, gents and ladies at affordable

price with high quality. The company produces footwear under the name VKC Le-

Style, Smartak, VKC Lite, VKC Style, VKC Walkaroo, VKC Junior, VKC Trendz,

Slipons and VKC Pride. VKC Le-Style is used for exporting to foreign countries.


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Manufactur

er

Wholesalers

Retailers

Consumers

ADVERTISING METHODS

The Company treats the advertising as the main mode of marketing to improve the

sales of the products. Ambassador of these products is Cine Actress Kajal Agarwal.

VKC Footwear’s advertising covers all activities connected with giving publicity

regarding goods and services offered for sale. The main Medias for advertising are:

Indoor Media & Outdoor Media.

Indoor Media includes TV Channels, Newspapers, Magazines, Catalogues,

Danglers, Calendars, & Stickers. Advertisements of the products are given in all the

major TV channels in Malayalam. Outdoor Media includes Name boards &Hoardings.

CHANNELS OF DISTRIBUTION


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SALES

Sale is the act of selling a product or service in return for money or other

compensation. Marketing and sales goes hand in hand. Sales promotion plays a

major role for the success of the VKC products. Sales promotion influences thecustomers for buying the products and also helps to meet competition and helps in

stimulating demands.

SALES PROMOTION TOOLS

Sales Promotion is carried out in two ways. Consumer’s promotion and dealer’s

promotion. Consumers promotion consists of providing coupons, contest that the

firm conduct and price offer for various products. For dealers the firm conduct salescontest, give gifts, and turnover allowance based on the amount products been

purchased from the firm. Company provides scheme called VKC Sammanotsavam

for dealers based on their purchase for that particular year.

The Company conducts the Wholesalers Meet at least once in a year. By this the

company provides an opportunity to the wholesalers to interact with the company

and between the dealers. This helps to find problems, sort out differences, and to

formulate plans for future improvement in the market.

The adequate production, supply, good quality, affordable price of the product, and

the various marketing techniques used by the company helps products to be a

superior one in the market that satisfies the customer.


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STRUCTURE OF MARKETING DEPARTMENT

Marketing Manager

Channel OfDistributionManager

SalesPromotionManager

AdvertisingManager

MarketResearchManager

AssistantManager

AssistantManager

AssistantManager

AssistantManager

SalesExecutive


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MANAGER

ASSISTANTMANAGER

EXECUTIVE

FINANCE DEPARTMENT

Accounting and Finance is the heart of a business. Its functioning efficiently directly

affects the rise and fall of a business. It is possible to survive, for a while at least,

without an effective marketing plan, poor human resource management and indeed

a poorly designed business strategy finance is a very essential to smooth running of

the business. No finance - no business. No business, whether big, medium or small

can be started without an adequate amount of finance. Right from the very beginning,

i.e. conceiving an idea to business, finance is needed to promote or establish the

business, acquire fixed assets, make investigations such as market surveys, etc.,

develop product, keep men and machine at work, encourages management to make

progress and create value. These Departments are crucial to the financial well-beingof a company and ensure that there is money for day-to-day operations and oversee

investments strategies for future growth. The Finance Department is also responsible

for management of the organization’s cash flow and ensuring there are enough funds

available to meet the day to day payments.

FINANCE DEPARTMENT STRUCTURE


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M/s.Veekesy Polymers PVT

The production department in charge is Mr. SREEKANTH S.P. There are 3 shifts per day and it

has a capacity of producing 16000 units per day.

PRODUCTION DEPARTMENT:

Production Process

EVA Compound Synthetic Leather

PVC Raw Material

Cutting

BlendingMixing



Stitching

Semi-Finished Footwear

Show fitting & RivetinFinishing

Finishing

PrintingQuality Checking

Assembling

Packing

Finished Footwear

Dispatch


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PACKING PROCESS

Trimming Process

Conveyor System

Upper & Sole Cleaning

Tag Fitting

Packing into Small Carton

Fixing Size & Price Sticker

in Small Carton

Packing into Master Carton

Final Check up in Pairs, Art

No., Size & Price

Box Strapping


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After production these products are being sold in the market according to the orders

taken by marketing department. The marketing department studies the market and

the target customers, decides the best way to reach these customers, and works withthe rest of the company to help determine the new product needs of the market. We

do continuous market research, which helps us in planning and executing marketing

strategies for the future course of action. It also helps us in analyzing the buyer

habits, popularity of product, and effectiveness of advertising media. It also helps to

collect information about marketing problems and opportunities

The company executives are directly taking the orders from the wholesalers. The

Company has very good system for the supply of the products to the wholesalers.

We sent our products through parcel service to various dealers based on their orders

to respective places and doesn’t have connection with any retailers. Our product

reaches the hand of customers through retailers, who gets it from wholesalers.

We manufacture products on the basis of demographic segmentation. As a result,

we produce products aiming kids, youngsters, gents and ladies at affordable price

with high quality. We produce footwear under the name VKC Lite and VKC Pride.

VKC Pride is used for exporting to foreign countries.

Slogan for VKC Pride is “Step into the World of Proud’ and for VKC Lite “Step into

the World of Ecstasy. The Company treats advertising as the main mode of

marketing to improve sales of our products. Ambassador of our product is CineActress Kajal Agarwal. VKC’s Advertising covers all activities connected with

giving publicity regarding goods and services offered for sale. The main Medias for

advertising are: Indoor Media & Outdoor Media


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Indoor Media includes TV Channels, Newspapers, Magazines, Catalogues,

Danglers, Calendars, & Stickers. Advertisement of the products are given in all the

major TV channels in Malayalam

Outdoor Media includes Name boards, A boards and Hoardings.

Marketing and sales goes hand in hand. Sales promotion plays a major role for the

success of the VKC products. Sales promotion influences the customers for buying

the products and also helps to meet competition and helps in stimulating demands.

Sales Promotion is carried out in two ways.

Consumer’s promotion and dealer promotion. Consumers promotion consists of

providing coupons, contest that we conduct and price offer for our various products.

For dealers we conduct sales contest, give gifts, and turnover allowance based on

the amount products been purchased from our firm. Company provides scheme

called VKC Sammanotsavam for dealers based on their purchase for that particular

year.

The Company conducts the Wholesalers Meet at least once in a year. By this the

company provides an opportunity to the wholesalers to interact with the company

and between the dealers. This helps to find problems, sort out differences, and to

formulate plans for future improvement in the market.

The adequate production, supply, good quality, affordable price of the product, and

the various marketing techniques used by the company helps products to be a

superior one in the market that satisfies the customer.


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Human resource department of the organization caters to the need of both employees

and workers of the organization, resulting in a good relation between employees and

workers. They are well satisfied with the attitude of the management towards them

and in the facilities provided to them. So there are no labour strikes, absenteeism and

attrition. The company provides excellent training programs for the employees to

improve the skills and productivity with in a lesser time. The employees are getting

the statutory benefits like Bonus, ESI scheme, Employees Provident Fund, Festival

Holiday Allowances from the company. They are often given awareness class related

to cleanliness, health and safety. Department heads also make visits to quarters were

workers are staying in order to ensure cleanliness in their surroundings. HR manager

in charge is Mr. Albin Mathew .HR department maintain a help desk in order to

redress grievance of the workers and answer to their queries. There are total of 240

workers in the organization.

Finance is life blood of every organization. It deals with procurement of funds and

their effective utilization in the business. Department has one department head, one

senior executive and four junior executive. Their functions mainly include checking

daily cash accounts, MIS preparation, bank reconciliation, central excise and export

related works, finalization of account statement etc.

M/s.Veekesy Polymers PVT. is financially stable and had got CRISIL A+ rating.

Materials department of the organization place order according to need of material

that’s used for production. Company follows EOQ system. Whenever they find that

it has reached reorder level or safety stock, order is placed.


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THE PRESENT BOARD OF DIRECTORS:

Mr. V. NOUSHAD (Director)

Mr. V. RAFEEQUE (Managing Director)

Mr. V. RAZAK (Director)

Mr. V. MAMMED KOYA (Director)

Mr. V. MUHAMMED KUTTY (Director)

Mr. V. MUHAMMED (Director)

Mr. M.GOPALAN (Director)


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ORGANISATIONAL CHART

CHAIRMAN

DIRECTORS

MANAGER

ASSISTANT MANAGER

PRODUCTIONFINANCE

DEPARTMENT HEADPRODUCTION HEAD

EXECUTIVE

SUPERVISOR

COORDINATOR

SKILLED WORKERS

UNSKILLED WORKERS

JUNIOR EXECUTIVE

SALES

DEPARTMENT HEAD

EXECUTIVE

JUNIOR EXECUTIVE

MATERIALS

DEPARTMENT HEAD

EXECUTIVE

JUNIOR EXECUTIVE

JUNIOR EXECUTIVE

EXECUTIVE

DEPARTMENT HEAD

PERSONNEL

MANAGING DIRECTOR


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CHAPTER - 6

SWOT ANALYSIS


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SWOT ANALYSIS

STRENGTH

VKC have good brand image in the world

Easy availability of raw materials and other inputs

Massive institutional support for technical services

Designing manpower development and marketing

Management is very stable that forms strong foundation of the company

Employees are provided with all necessary welfare activities

Economical pricing

Highly skilled employees

Well-equipped quality control Department for inspecting the quality of raw

materials and final products

Competitive advantage in cost of production

Wide distribution network


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WEAKNESSES

Not able to meet the market demand

Lack of proper utilization of R&D Department

Less export

Marketing strategies can be made more effective

OPPORTUNITIES

The company has the opportunity to expand its production units to meet

more demand for its products

The company has got better tool for better planning and decision making

At present company has got good raw materials source to enhance

production

Should tap the foreign market more vigorously

THREATS

Competition from others like Odyssia, Paragon

Technology advancement at a faster price

Inflation

Fluctuations in exchange market


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CHAPTER - 7

RESEARCH METHODOLOGY


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RESEARCH METHODOLOGY

Introduction

Research methodology is a way to systematically solve the research problem. It may

be understood as a science of studying how research is done scientifically. In it we

study the various steps that are generally adopted by a researcher in studying his

research problem along with the logic behind them.

Research methodology has many dimensions and research methods do constitute a

part of the research methodology. The scope of research methodology is wider than

that of research methods. Thus, when we talk of research methodology we not only

talk of the research methods but also consider the logic behind the methods we use

in the context of our research study and explain why we are using a particular method

or technique and why we are not using others so that research results are capable of

being evaluated either by the res

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