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Final report piyush

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  • 1. GTU’s Enrollment No: 97690592104 A PROJECT REPORT ON “A STUDY ON CUSTOMER SATISFACTION OF DIGJAM FABRIC” At It’s who you are DIGJAM LIMITED, JAMNAGAR Submitted By: PIYUSH K. PARMAR (Roll no: A-38) MBA PROGRAMME 2009-2011 (SEMESTER II)In partial fulfillment of the requirements for Summer Internship Programmed for the award of the degree of MASTER OF BUSINESS ADMINISTRATION SHRI JAIRAMBHAI PATEL INSTITUTE OF BUSINESS MANAGEMENT AND COMPUTER APPLICATIONS (NICM-MBA) Submitted to GUJARAT TECHNOLOGICAL UNIVERSITY, AHMEDABAD.
  • 2. DeclarationThis project report entitled “(A Study on Customer Satisfaction at Digjam Ltd.)” hasbeen submitted to Gujarat Technological University, Ahmedabad in partial fulfillment forthe award of degree of Master of Business Administration. I, the undersigned herebydeclare that this report has been completed by me under the guidance of Mr.S.A.LOHANI, (Q.C. Manager) and Prof. NISARG JOSHI (Faculty Member, ShriJairambhai Patel Institute of Business Management & Computer Applications,Gandhinagar).The report is entirely the result of my own efforts and has not been submitted either inpart or whole to any other institute or university for any degree.Name of the Student with Signature: PARMAR PIYUSH KISHORBHAIGTU’s Enrollment No. : 097690592104Date:Place: GANDHINAGAR i
  • 3. Shri Jairambhai Patel Institute of Business Management and Computer Applications (Formerly known as National Institute of Cooperative Management), Approved by AICTE, New Delhi and Affiliated with Gujarat Technological University Opposite Amusement Park, Indroda Circle, Gandhinagar - 382 007 Phone: 079 – 23213043, 37 - 38 - 39 Fax : 079 – 23213036 Web: www.nicm.org.in E mail: director_mbanicm@yahoo.com CERTIFICATEThis is to certify that Piyush K. Parmar, student of MBA(2009-2011 batch) at Post Graduate Centre of Gujarat TechnologicalUniversity – MBA, SJPI has prepared a Summer Internship Project Reporton “A STUDY ON CUSTOMER SATISFACTION OF DIGJAM FABRIC” in partialfulfillment of two years full-time MBA Programme of GujaratTechnological University, Ahmedabad. This project work has beenundertaken under my supervision and found satisfactory.Date: ----------------- Prof. Nisarg JoshiPlace: Gandhinagar (Core Faculty – MBA Dept. & Project Guide) iii
  • 4. PREFACEI am the student of M.B.A. It means, I am a management student you knowmanufacturing is more over art; art involves practical so there is no meaning oftheoretical study only, so there is also a part of practical study.How much I have benefited in my life through this effort that is the main object oraim. So I have got maximum knowledge about the management through this effort,so I am heartily thankful to G.T.U. for including this subject.The object of industrial training at M.B.A. level is to give a perspective about theorganization and functioning of the marketing department in industrial units,M.B.A. faculty designed in such a way that it depicted all the major functioning ofreport to clarify various business and construction.I visited “DIGJAM Ltd.” at Jamnagar. For my practical training, I have preparedthis report of on management of the company, on visit and its work at manageriallevel as become very clear. I have managerial concept with the help of collectiveinformation sustaining the theoretical principles. I have got through all the majorpractical aspect of the organization and the same has been depicted in this report.In this report I have tried my best to cover all the information available fromconcern unit. This training enhanced my particularity on management of industryof the firm in area of marketing. iv
  • 5. ACKNOWLEDGEMENTThe successful completion of any project depends upon the co-operation of manyindividuals. Through this brief note I would like to acknowledge the help ofindividuals who have directly or indirectly contributed towards the completion ofour project.First of all I would like to express my deepest sense of gratitude to the leadingteam of DIGJAM LTD., Jamnagar for providing me an opportunity to carry on myproject report in prestigious organization.Hence, I take this opportunity to put on record my sincere appreciation andgratitude to Shri Lohani sir, DIGJAM LIMITED, Jamnagar for granting mepermission to carry on my project.I also express my indebtedness to Mr. Satish, General Manager & Mr.Narendrabhai trivedi, Personnel Manager of DIGJAM LIMITED, Jamnagar fortheir kind co-operation, valuable suggestion, guidance and constructive criticism.I would like to thank our director Prof. “Dr.” S.O.Junare and my faculty guideProf. Nisarg Joshi for their valuable inputs for my project.I also heartily wish my deepest sense of reverence to Shri Sharad Goel for his kindco-operation in each and every way.Last but not the least I would like to thanks my affectionate parents without whoseblessing the study could not have been possible. - (PIYUSH PARMAR) v
  • 6. Figure 1 EXECUTIVE SUMMARYThe textile sector is one of the fastest growing sectors in the economy. There aremany players in this sector but DIGJAM is a step ahead of them all. DIGJAM iscommitted to satisfy customers by providing quality products and services, whichgive highest value for money. They believe that their employees are their mostimportant assets through which they can reach the top in each field they ventureinto.‘IT’S WHO YOU ARE’ – they commit themselves to continuous growth so as tofulfill the aspirations of the customers, employees and shareholders.The whole project is based on understanding the two P’s of marketing i.e., Productand Promotion.I am really very thankful to the management at DIGJAM for giving me to anopportunity to undertake a project work in their organization. I hope that the workdone by me is satisfactory. vi
  • 7. TABLE OF CONTENTS TITLE PAGE NO.DECLARATION ICERTIFICATE FROM THE ORGANIZATION IICERTIFICATE FROM THE COLLEGE IIIPREFACE IVACKNOLEDGEMENT VEXCUTIVE SUMMARY VICHAPTER-1-PRODUCTION DEPARTMENT 1 1.1 INTRODUCTION 2 1.2 RAW MATERIAL 4 1.3 PRODUCTION PLANNING & CONTROL 5 1.4 PRODUCTION PROCESS 6 1.5 QUALITY CONTROL 13CHAPTER-2-H.R.DEPARTMENT 14 2.1 INTRODUCTION 15 2.2 RECRUITMENT & SELECTION 16 2.3 INDUCTION 19 2.4 TRAINING & DEVELOPMENT 20 2.5 TRANSFER 21 2.6 WAGES AND SALARY 22 2.7 TRADE UNION 23 2.8 PERFORMANCE APPRAISAL 24CHAPTER-3-MARKETING DEPARTMENT 25 3.1 INTRODUCTION 26 3.2 MARKETING CHANNEL/DISTRIBUTION CHANNEL 27 3.3 MOTIVATING CHANNEL PARTNER 29 3.4 ADVERTISEMENT 30 3.5 TYPES OF PACKAGING 33 3.6 RANKING OF MEDIA THE UNIT IS IN TOUCH WITH 37CHAPTER-4-FINANCE DEPARTMENT 38 4.1 INTRODUCTION 39 4.2 SOURCES OF FUND 40CHAPTER-5-FUTURE PLAN 41CHAPTER-6-SWOT ANALYSIS 43CHAPTER-7-RESEARCH METHODOLOGY 45 7.1 LITERATURE REVIEW 46 7.2 INTRODUCTION 51 7.3 OBJECTIVE 52 7.4 LIMITATION 53
  • 8. 7.5 DATA COLLECTION 54 7.6 DATA ANALYSIS 54 7.7 RESEARCH METHOD 55 7.8 DATA ANALYSIS & INTERPRETATION 56 7.9 FINDING 85 7.10 SUGGESTION 86CHAPTER-8- BIBLIOGRAPHY 87CHAPTER-9-ANNEXURE 88 LIST OF FIGURES FIGURE TITLE PAGE NO. NO. 1 LAUNCHING OF DIGJAM’S WINTER COLLECTION 3 2 WOOL 4 LIST OF CHARTS CHART TITLE PAGE NO. NO. 1 PRODUCTION PROCESS 6 2 GREY COMBING 7 3 SPINNING 9 4 WEAVING 10 5 FINISHING 11 6 CONSUMER MARKETING CHANNELS 29 7 MULTI CHANNEL DISTRIBUTION OF DIGJAM 30 8 FORMS OF ADVERTISEMENT 38 9 DATA ANALYSIS CHART 57-84 LIST OF TABLES TABLE TITLE PAGE NO. NO. 1 INFLUENCE OF MEDIA ON UNIT 39 2 DATA ANALYSIS TABLE 57- 84
  • 9. CHAPTER-1PRODUCTIONDEPARTMENT Page | 1
  • 10. 1.1 INTRODUCTIONProduct is a key element in the market offering. Marketing mix planning begins with formulatingan offering that brings value to target customers. This offering becomes the basis upon which thecompany builds profitable relationships with customers.“Product is anything that can be offered to a market for attention, acquisition; that might satisfy awant or need it includes physical products, services persons, place organization and idea.”Product Mix: Product mix or product assortment consists of all the product lines and items thata particular seller offers for sale.Product Line: A group of products that are closely related because they function in a similarmanner, are sold to the same customer groups, are marketed through the same types of outlets, orfall within given price ranges.PRODUCTS OF DIGJAM DIGJAM woolen mills produce the fabric which is used for the purpose of making: • Blazers • Trousers • Sherwani • Safari Page | 2
  • 11. DIGJAM’S WINTER COLLECTION Figure 1DIGJAM launched its new collection of fine jacketing fabric, The Free Spirit for winter 05.Specially carved to praise the Indian style of dressing the jacketing collection which has a widerange of fabric to choose from. This collection boasts of fine finish and excellent quality, andadds to the much wanted class and lavish appeal to one’s personality. The collection comes insuperfine merino wool and poly wool in aesthetically designed Checks, Herring ones, Hound’sTooth and other fancy weaves.The jacketing collection has been specifically designed for the Indian winter and is a must havein your wardrobe. The recently launched techno finish in summer 05 has been very wellappreciated in the market. The company continues to be ingenious in its feet while delivering tothe ever-growing and ever-changing demands of the clothing and fashion industry, both in thedomestic as well as the international markets. The prices range from Rs. 600 to Rs. 2500 permeter. Page | 3
  • 12. 1.2 RAW MATERIALSWoolen fabrics:-These are made out of wool. Wool is a natural product, basically hair of sheep. The sheep whichthey use is MARINO SHEEP from Australia, New Zealand and some parts of South Africa.Not only the sheep hair but also some amount of rabbit hair, camel hair, hangora wool and mink(a bird of South Pole) hair is used as a raw material along with sheep hair. Mink hair is verycostly it costs 2 to 3 lacks per meter, therefore all these types of raw material is used in verysmall quantity.Polyester is also used as a raw material. Polyester is a product of crude oil (artificial fiber).Types of wools:- • 22.5 micron • 18.5 micron • 19.5 micron • 17.5 micron Figure 2 Figure 2 Figures 2 Page | 4
  • 13. 1.3 PRODUCT PLANNINGProduct planning means planning for the product that is to decide what type of product is tooproduced or what need or requirement the product is to satisfy and for whom the product ismeant. If existing product satisfies the need of consumers is also a part of product planning?Product Line:-A product line is a group of products that are closely related because they perform a similarfunction are sold to the same customer groups, are marketed through the same channels or makeup particular price range.DIGJAM LIMITED has three product lines which are used to prepare different types ofproducts:-Woolen fabrics • Suit length • Coat lengthWorsted fabrics • Sherwani • SafariPV fabric (polyester viscose) • Blazers • Trousers Page | 5
  • 14. 1.4 PRODUCTION PROCESSThe various operations that are carried out at Jamnagar plant are as follows:Chart no.: 1 Page | 6
  • 15. Production process GREY COMBINGChart 2 – Process of Grey Combing 1) Sorting, blending and scouring: - The Greasy wool bales are trapped and sorted to give a proper mix and to remove the solid impurities. It is then scoured to remove the greasy and vegetable impurities. 2) Carding: - The scoured wool is carded and is made in silver form. The impurities like vegetable burrs, dust and very short fibers are removed. 3) Gilling: - In this process the carded wool in the form of silver is treated with faller pins and it is made parallel and weight per meter is regulated. 4) Combing: - Gilled silver with definite weight per meter is combed and short fibers, neps and vegetable matters are removed to get a clean combed silver output. 5) Post Gilling: - Combed silvers are fed to the Gilling Machines and in the last silver output are transferred into shape of ball which is suitable for dyeing and transporting. In the above process the CV% length is achieved in the form of final top. Page | 7
  • 16. TOW TO TOP CONVERTERIn this process, polyester tow is cut into required fiber length and converted into top after threegilling operations.DYEING AND BACK WASHINGThis is another high-tech area in Digjam, where fully automatic microprocessor-controlled HPHT Dyeing machines are in operation. Also in use are radio frequency dryer, Vigorous printingand Jet dyeing machines. The dyeing plant has a computerized IBM-based system for colormatching.RECOMBINGIn this gilling either pure wool blended tops are gilled and in third phase a predetermined weightper meter is taken as output. The output in silver form is put in cans and fed to comber in thisoperation blending, fiber blending, removal of short fibers; neps, etc. are carried out. Now thisrecombed cans are fed into two gilling operations and in the last gill box output is in form ofballs. Top is ready for spinning. Page | 8
  • 17. Flow chart of spinning department. Gilling Roving Spinning on Ring frame Single yarn steaming ( to remove the snarling) Single yarn winding(to remove the fault from the yarn) Assembly winding (assemble two single yarn on 1 package) Twisting on TFO(two for one) Double yarn steaming Double yarn winding Visual checking of yarn Yarn delivers to the godown Chart no. : 3 spinning process Page | 9
  • 18. WEAVINGA well-laid out weaving shed houses 116 Sulzer-Ruti microprocessor controlled projectileweaving machines. The sulzers are the world’s highest rated weaving equipment, capable ofproducing the highest quality of fabrics.Chart 4: Process of Weaving Page | 10
  • 19. FINISHINGThe finest Italian, Swiss and Japanese machines finish the fabric to perfection. These machinesuse a process sequence that is automatically controlled by a punch card system. In this way,perfect uniformity is ensured, thus avoiding lot variations. Dry / Wet Setting Heat Setting Singing Scouring Cropping Damping Rotary press / Paper press Continuous Press KD Machine Grading / FoldingChart no. 5: Process of Finishing Page | 11
  • 20. FOLDING DIVISIONAfter the shrinkage department or keir decatisation, final product is transferred to final inspection/ perching department, table checking, selvedge stamping and measuring & cuttingThen, this cutter pieces go for the folding, weighing and recording as per concern person orclient by whom company got the order. Final fabric is folded by the folding machine. As perrequirementLike 75cm length, generate barcode, quality no. , shade no. , cut no. and length & weight offabric.Designing department Sources of design: • International magazines which contains fabric cutting • Designer’s intuition and past experience. • Market survey • Customer requirement(they also design for institutions)Activities of design department 1) Yarn development 2) Fabric development 3) Export developmentAs per the domestic and export order, there are arranging a conference two times in a year for theselection of yarn, fabric, export development. Page | 12
  • 21. 1.5 Quality controlThe main functions of the quality control department are: 1) Find out micron value of wool. 2) To find out blend composition 3) To find out count value of yarn 4) To find out the fabric properties like steam shrinkage , relaxationShrinkage, stretch & growth percentage, fastness etc.In quality control some of the checking is done. The types of checking are as follow: 1) Tow(denier, c.v.%, oil%, shade) 2) Final top(c.v.%, short fiber%, oil%, Neps) 3) Yarn checking(count, Neps, twist, shade) 4) Dyeing(washing fastness, light& rubbing fastness) 5) Fabric checking(weight, width, pilling test, color fastness) Page | 13
  • 22. CHAPTER 2HUMAN RESOURCE DEPARTMENT Page | 14
  • 23. 2.1 INTRODUCTION:Personnel management is a link between the top management and the workers or we can say thatit acts like bridge between the employers and the employees. It is basically concerned with thehuman relationship within the organization and helps in maintaining smooth relationshipbetween employees and employers. It is the art of getting things done through other people.Manpower is the most important resource among all the resources. Factors such as funds,machineries, technological advancement, etc. that are required in order to run an organization;nothing will work if an organization doesn’t have sufficient manpower and suitable managerialpersonnel system and practices.In Human Resource Management there is an emphasis on the developmental aspects of humanbeing. He is treated as resources contributed towards the overall objectives of the organization. Itis strongly believed in this approach and philosophy that the collaborative and participativeefforts of human resources are to be nurtured, developed ton the fullest extent and humanresource development is the foundation of this philosophy.In DIGJAM Limited, there is no difference between Human Resource Department and PersonnelDepartment. And the all the activities of HRM is done by Personnel Management. And thepersonnel department is very important in each and every organization and we can say that thepersonnel department is known as Police Department of any organization. So the all activitieswhich are done by the Digjam Limited are stated below. Page | 15
  • 24. 2.2 RECRUITMENT & SELECTION:Recruitment has been regarded as the most important function of the personnel departmentbecause unless the right type of people are hired, even the best plans, organizations and controlsystem would not do much good.As Yoder point out, “Recruitment is a process to discover the source of manpower to meet therecruitment of the staffing schedule and to employ effective measures for attracting thatmanpower in adequate numbers to facilitate effective selection and efficient working force.”Recruiting Procedure of Digjam Limited: • Recruitment of workers • Recruitment of executives and managerial staff • Recruitment of technical personnelSOURCES OF RECRUITMENT:Sources are those where prospective employees are available like employment exchange whiletechniques are those which stimulate the prospective employees to apply for jobs likeapplications by employee, promotion and advertisement etc. now we discuss the sources ofrecruitment.Sources for the recruitment for DIGJAM are as follows: • Internal Sources • External Sources1. Internal sources:-Internal sources are the most obvious sources. This includes personnel already on the pay-roll ofthe organization. These are some advantages of using internal sources: o Improve employee morale o Job security and opportunities for employee members o Tried people and then be relied upon o Require less training, so the training cost will be minimized o It is less costly than going outside to recruit Page | 16
  • 25. o Present employee can understand local languages, customers and business practices wellIn DIGJAM the internal recruitment is done by the reference of internal member of theorganization. With the help of internal advertisement, within the company, company gets enoughreferences for the recruitment.2. External sources:-Many of the organizations are depends upon the external sources for the recruitment like, • New entrance for the labor force i.e. young, mostly inexperienced, potential employees, college students. • The unemployed with wide range of skills and abilities. • Experienced persons such as mechanics, accountants and welders. • It provides the requisites type of personnel for an organization up to the required standards. • It is economical because potential employees do not need extra training for job.In DIGJAM the external recruitment is done by HR department with the help of concerndepartment. As per the requirement of concern department recruitment procedure will be done byHR department. Page | 17
  • 26. 2.2 SELECTIONSelection is the process of choosing the most suitable person out of all the applicants. Selectionis the process of matching the qualifications of applicants with job requirements. Selectiondivides all the applicants into two categories: 1. Suitable 2. UnsuitableIn DIGJAM recruitment and selection procedure for BLUE COLLAR force is as per labour lawsfor the recruitment of labor in the company it is essential that he should acquire the certificate ofITI examination. Workers are selected by the concern supervisor and Assistant personnelmanager. Physical fitness and attitude are considered at the time of selection.Recruitment and selection procedure for WHITE COLLAR force refers to the selection ofofficers and managers. For this purpose DIGJAM is largely depend upon the fresh candidate andfor that the company is following the formal selection procedure. • Application receipt • Employment test • Group discussion • Final interview • Medical examination • References checked • Orientation programme Page | 18
  • 27. 2.3 INDUCTION:Induction mainly implies familiar introduction of new employee with the work, follow workers,work culture, superiors and organizations.DIGJAM has systematic induction program, which helps to make employee feel at home andreduces the initial nervousness on his part. The main objectives of an induction program ofDIGJAM are: • To build up the new employee’s confidence in him in lathe new organization so that he may become an efficient employer. • To give all the necessary information to employee about location of workrooms, canteen and other facilities, leave rules, rest periods • To develop a feeling of belongings & loyalty to the organization. Page | 19
  • 28. 2.4 TRAINING AND DEVELOPMENT: Never stop listening Never stop learning Never stop training“Training is any process by which the aptitudes, skills and abilities of employees to performspecific jobs are increase.” Training is the process of increasing the knowledge and skills fordoing a particular job.In DIGJAM the Human Resource Department identifies the training in all the employees withthe departments’ heads. Every year in the month of March, after having training rate identifiedthe Human Resource Department with the top management prepares a training calendar areconducts the training program. • In case of workman, training is given on safety, housekeeping, quality improvement, skill improvement, multitasking, awareness, discipline, behavior and conduct rules are given here. • In case of staff category, the training areas are skill development, attitude, motivation, awareness, roles and responsibilities etc. are given. • In case of management training or all the training areas are of the specific nature mainly the management development areas are been conducted There are two types of training are given to employees: • On the job training • Off the job training Page | 20
  • 29. 2.5 PROMOTION AND TRANSFER:“A promotion is the transfer of an employee to a job which pays more money or one that carriessome preferred status.”The term promotion is referred to the advancement of an employee to a better or higher job. Inother words employee can be said to have been promoted where he performs his job whichinvolves higher responsibility, requires a great degree of skills, commands more prestige & ahigher status & carries higher rate of pay.In DIGJAM being management reviews the performance of every individual on the yearly basis.The promotion is to be given on the merit basis. There are no fix promotion schemes. InDIGJAM demotion is also followed. These step is also been taken for some workers who do notperforms his job well as required.Transfer is a movement of employee from one job to another without any significant change induties, responsibilities, required skills or compensations. Transfer may have to be made withinan organization for varied reasons.In DIGJAM workmen & staff employees are normally being transferred from one department toanother department. This is on needing base in case of sales promotion to the transfer is in onelocation to another which also needs base. Page | 21
  • 30. 2, 6 WAGES & SALARIES:The wage is remuneration paid for the service of labor. In production wages usually refers to thecontribution to production, while salary normally refers to the clerical administration &professional employees. A person who gets the wages is called “Blue collar worker.”On the other hand salary normally refers to the monthly rates paid to clerical administration andprofessional employees or “White collar worker” in DIGJAM time office department decides thewages of worker. There is attendance system and after totaling the attendance of workers, theyare paying to the workers at the 10th date of month. The maximum general advance will beRs.450 each.In case of staff category the employee’s gets consolidate salary on monthly calculated basis thepay scale starts from 7000 gross salary. Page | 22
  • 31. 2.7 TRADE UNION:Trade union is one of the associations of employees. According to G. Ramanagan, “Worker is aflower and trade union is a garland”. Trade union is an association of workers which protects andmaintains employee’s interest. It works for employee’s welfare.In DIGJAM there are more than 1300 employees in the organization, in which there are 1061workers, 277 staff and 53 sub staff is included. In DIGJAM are having three labor trade unions. The unions are affiliated with external tradeunions such as• BMS (Bharat Majdoor Sangh)• AITUS (All India Trade Union Sangh)• Janta DalThere is family type of environment in the unit and if any problem occurs then union leader orlabor officer solves that problem jointly. All the trade union helps in the development of the unit Page | 23
  • 32. 2.8 PERFORMANCE APPRAISALPerformance is not a matter of chance; it is a matter of choice. It is not a thing to be waitedfor. It is a thing to be achieved. PERFORMANCE MANAGEMENT AS A CYCLE Performance management can be described as a continues if – renewing cycle. Performance & development agreement Managing Performance performance Review Throughout the yearCONTENT OF PERFORMANCE APPRAISAL:Every organization has to decide upon the content to be appraised before the programme isapproved. Generally content to be in the form of the basis of job analysis. Content to beappraised may be in the form of contribution to organization objectives like production, costsaving, return on capital, discipline, presence etcCONTENTS TO BE APPRAISED FOR AN OFFICER’S JOB: • Regularity of attendance. • Self expression: Written & oral. • Ability to work with others. • Leadership styles & abilities. • Initiative. • Technical skill Page | 24
  • 33. CHAPTER 3MARKETINGDEPARTMENT Page | 25
  • 34. 3.1 INTRODUCTIONBasically, marketing mix consists of four elements. They are: • Product • Price • Place • PromotionIn marketing, we have to select specific marketing targets in the form of marketsegments. For each segment of subdivision of the market, we formulate a combinationof a number of devices or type of marketing activities that are integrated. Thecontribution of these marketing methods of devices is known as the marketing mix.A successful marketing strategy must have a marketing mix as well as a target marketfor which the marketing mix is prepared. The elements or variables that make upmarketing mix are only four. • Decision on Product or service • Decision on Price • Decision on Promotion • Decision on Place/distributionThese 4 ingredients are closely interrelated. Under the system approach, the decision inone area affects action in the other. Marketing mix decision constitutes a large part ofmarketing management.Marketing manager is a mixer of all marketing ingredients and he creates a mix of allmarketing elements and resources. Marketing mix offers an optimum combination of allmarketing ingredients so that we can have realization of company goals such as profit,return on investment, sales volume, and market share and so on. It is the profitableformula of our marketing operations.The marketing mix will naturally be changing according to changing marketingconditions and also with the changing environmental factors affecting each market. It isof course, based on marketing research and marketing operations. Page | 26
  • 35. 3.2 MARKETING CHANNELS / DISTRIBUTION CHANNELSFew producers sell their goods directly to the final users. Instead, most useintermediaries to bring their products to market. They try to forge marketing channel ordistribution channel – a set of independent organizations involved in the process ofmaking a product or service available for use or consumption by the consumer orbusiness user.NUMBER OF CHANNEL LEVELS:Companies can design their distribution channels to make products and servicesavailable to the customer in different ways. Each layer of marketing intermediaries thatperforms some work in bringing the product and its ownership closer to the final buyer isa channel level. Because the producer and the final consumer both perform some work,they are part of every channel. Producer Producer Producer Wholesaler Retailer Retailer Consumer Consumer ConsumerChart 6 - Consumer Marketing Channels Page | 27
  • 36. DIGJAM has 1600 to 2000 distributors spread all over India. There are many sellingrepresentatives who work as agents on the basis of commission which is based on theturnover achieved by them. DIGJAM follows a Multichannel distribution system which isas follows: PRODUCER (DIGJAM) Selling Representative (AGENTS) Wholesaler Direct Showrooms Retailers (100 wholesalers) (27 direct showrooms) (3000 retailers)Chart 7 - Multichannel Distribution of Digjam 1) SELLING REPRESENTATIVES: - They work as the agents on the basis of commission paid to them based on the turnover i.e. on the rate of selling. 2) WHOLESALERS:- They get the following benefits: i. Turnover incentive ii. Early Bird Incentive iii. Free Of Interest (FOI 3) DIRECT SHOWROOMS: - There are about 27 direct showroom of DIGJAMspread all over India and get the benefit of Free of Interest (FOI). 1) RETAILERS: - There are 3000 such retailers of DIGJAM spread all over India and does not get any such benefits. Page | 28
  • 37. 3.3 MOTIVATING THE CHANNEL PARTNERSOnce selected, channel members must be continuously managed and motivated to dotheir best. The company must sell not only through the intermediaries but to and withthem. Most companies see their intermediaries as first – line customers and partners.They practice strong Partner Relationship Management (PRM) to forge long-termpartnerships with channel members. This creates a marketing system that needs ofboth the company and its marketing partners.In managing its channels, a company must convince distributors that they can succeedbetter by working together as apart of a organized value delivery system. Manycompanies are now installing integrated high-tech partner relationship managementsystems to coordinate their whole – channel marketing efforts. Just as they useCustomer Relationship Management (CRM) software systems to help managerelationships with important customers, companies can now use PRM software to helprecruit, train, organize, manage, motivate, and evaluate relationships with channelpartners.DIGJAM LIMITED motivates its customers by providing them gifts and discounts etc.the various promotion tools used by DIGJAM are as follows: 1) Free Holiday Trips 2) Gift Articles 3) Carrier Bags 4) Glow Sign Boards 5) Sponsoring Events Page | 29
  • 38. 3.4 ADVERTISEMENTSAdvertisement is nothing but a paid form a non – personal presentation or promotion ofideas, goods or services by an identified sponsor. It communicates about the firm whichmanufactures the product. Advertising thus means spreading of information.According to Richard Buskirk: “Advertising is a paid form of non – personal presentationof ideas goods or services by an identified sponsor.”DIGJAM believes in planned and controlled ads. Every year around 15 crore of rupeesis spent on various types of advertisements. The advertisement program decision isbased as follows:Mission - What is the advertising object?Money - How much can be spent?Message - What message should be used?Media - What media should be used?Measurement - How should the result be evaluated?The department carries out the function of communicating the brand name value andimage to the customer. It ensures the premium image of DIGJAM brand is upheld in themarket place for this, it decides on the advertising to be undertaken by the companyand supervises the functioning of the advertising agency. The company’s ad agency isRADIANT and it is ranked 4th in the country ad agency rating list.DIGJAM advertises its product on various channels mainly in news channel viz. “AajTak”. Some of the print media through which the company makes advertisement of theproduct are Outlook, India Today and Business India. The ad punch line “FABRIC FOR Page | 30
  • 39. THE GREAT SUIT” has proved to be more effective. One of such different initiativestaken by the department in the recent past is discussed below.Back drop in movie “KABHI KHUSHI KABHI GUM”. A back drop of DIGJAM brand wasused in the highly successful movie. The total advertisement cost was Rs. 25 lacks inthe said production cost of Rs. 30 crore.DIGJAM’s main competitor is Raymond. The Raymond at present rank in the market asfar as the sales and advertisement is concern. The company targets its ads on theyounger and most successful person. The lifestyle, emotion and humor are the keycontents of advertisement is limited and therefore executives have to check out thevarious types media and their features like cost of media and high customer reach.OUTDOOR MEDIA:Generally company contributes 50% advertising expense rendered by local agents.Advertisement is given through various ads media like postal electric sign and electricdisplay.The other media through which the company communicates its exclusive message tothe customer are window display, exhibitions and showroom. The company takes part invarious trade fairs organized in various parts of the country and outside the country totap the national as well as international market. The company has to see that it does notspend too much or too less to wastage of money a negligible effect on consumersrespectively.DIGJAM has the market share of 12% in the total market of woolen fabrics. Page | 31
  • 40. ADVERTISING CAMPAIGN HORDINGS Page | 32
  • 41. 3.5 TYPES OF PACKINGDIGJAM has five types of packing at a different product and at a different price. This all the typeis as follow. Packing AIn packing A, a lather briefcase is given with a product promotion is very easy and also thisbriefcase is useful in your real life, as a office document and also you can use this bag at officelevel. Packing B Page | 33
  • 42. In the packing B, a lather travel begs is given with product and in this bag you can use atdifferent place. At an official level, at a sales man level and in real life also. Packing C Packing C in the product give with a velvet bag life suitcase type this types of bag youcan use anywhere and of any purpose and this bag is very chip as compare to the lather bag. Andwait is light and attractive. Packing D In the packing D a paper bag which can be disposable also. This bag is very attractiveand its wait is very light and there are no government restrictions on this bag. Page | 34
  • 43. Packing E A packing E is give product with cover and plastic paper for the protection of theproduct. It give a direct choose of color and design of the product for helping your side. Page | 35
  • 44. PROMOTION:In order to promote the brand name and sales of the company the marketingdepartment launches various promotion schemes aimed at the consumers and thechannel partners. Low cost effective promotions done by the department for e.g.,sponsorship of different prizes at as disco night in a five star hotel. Digjam suit lengthswere distributed as prizes. ADVERTISEMENTS NATIONAL REGIONAL MAGAZINES NEWSPAPERS LEVEL LEVEL Business Times of India Aaj Tak ETV Gujarati World Gujarat Zee News Zee Gujarati India Today Samachar NDTV India ETV Punjabi Flight Rajasthan NDTV 24x7 UDAYA Magazines Patrika CNBC Gemini Swagat (IA) Jet Wing (JA)Chart 8: Forms of AdvertisementsDIGJAM also advertises through FM Radios in Metros and Semi – metros like Jammu,Bikaner, Pune, Bhopal, Baroda, and Ahmedabad etc. It advertises in Cinemas andMultiplexes only in Metros. Page | 36
  • 45. 3.6 Ranking of media, the unit is in touch with:The reason behind this point is to know which media has greater influence overcustomer. Which media plays a vita role in the customer buying behavior? From thesurvey it was derived that about 60% of the people ranked TV for their media habit,ranked second to the newspaper and magazine i.e., 33%., 5% are in favor of internetwhile the rest 2% are influenced by other means.Table 1: Influence of media on unitPARTICULARS % OF RESPONDENTSTelevision 60%Newspaper and magazines 33%Internet 5%Others 2% Page | 37
  • 46. CHAPTER 4 FINANCEDEPARTMENT Page | 38
  • 47. 4.1 INTRODUCTIONFinance department is the heart of any organization. Finance is as important as brain in humanbody. The basic objective of this department is t handle the finance as well as to maintain recordsof finance. Finance function assumes an important role in the business system and it should begiven equal importance as to production and marketing function.According to phillipatus,”Finance management is concerned with the managerial decisions thatresults in the acquisition and financing of long term and short term credit for the firm.” Financialmanagement refers to the planning & control of financing decisions so as to ensure properacquisition, allocation and maximum utilization of financial resources. The scope of financialmanagement provides an overview of important decision making areas relating to the financialoperations of a firm.Profit maximization and wealth maximization are the main objective used in the sense ofdecision criteria for investment financing & dividend policy decisions involved in financialmanagement. Finance manager who works under the direct control of company executives whohandle the finance department. The bank related employees working under the finance managerwho handle the matters and also fund management related matters.Financial statements are indicators of the two significant factors:- i. Profitability and ii. Financial soundnessAnalysis of financial statement therefore, refers to such a treatment of the information containedin the income statement and the Balance sheet so as to afford full diagnosed of the profitabilityand financial soundness of the business. → Tools of financial Analysis :- 1. Comparative Financial statements, 2. Common size financial statements, 3. Fund flow Analysis, 4. Ratio Analysis. Page | 39
  • 48. 4.2 SOURCES OF FUND:One of the most important considerations for an entrepreneur of company in implementing a newproject or undertaking expansion, diversification and modernization and rehabilitation scheme isascertaining the cost of project and the means of finance.The selection of fund source is dependent on the financial strategy pursued by the company, theleverage planned by the company, the financial condition prevent in the economy and the riskprofile of both viz., the company as well as the industry in which the company operates. Eachand every source of finance of funds has some advantages as well as disadvantages.In DIGJAM, they use both types of sources for meet their different future requirements.Internal Source: • Depreciation fund • Profit FundExternal Source: • Banks • Financial Institutions • OthersSo these are the sources of finance and this necessary for every company to know their sourcesand they have to keep watch on all these sources. Page | 40
  • 49. CHAPTER 5FUTURE PLANS Page | 41
  • 50. FUTURE PLANSThe global trend in textiles is shifting to ready-to-wear (RTW). At Digjam Limited, theygear themselves for this shift with the launch of an exclusive range of RTW.The RTW range will be available across India through a chain of select showrooms, runby franchisees and dealers. Page | 42
  • 51. CHAPTER 6 SWOT ANALYSISEvery company does SWOT analysis whether it is large scale organization or smallscale organization to measure. They do their analysis for the purpose of identifying theirstrengths, weakness, opportunities and threats. STRENGTHS • Sound logistics management system helps the company to cater the customers having varied requirements in different varieties, color and packing. • Young and the dynamic work force providing professional edge to the management. • Company covers 1/6th of the market share in the organized segment. • Strong marketing and distribution network. • Strong brand equity, goodwill and reputation. WEAKNESS • Image in the mark of only manufacturer of woolen fabric. • Relatively higher carrying cost of inventory. • No diversification till the year 2000. • Lack of funds for heavy investment in advertisements. Page | 43
  • 52. OPPORTUNITIES• Company has good image in woolen segment so it can enter into production of shawl and blanket.• Existing dealer network sued to cater to new products also.• By introduction of new applications, demand for the product can be expanded.THREATS• Cheap imported fabric.• Dependable for raw material on other countries.• Cotton fabric is preferred more by the consumer as compared with woolen.• Change of consumer preference towards readymade garments. Page | 44
  • 53. CHAPTER 7 RESEARCHMETHODOLOGY Page | 45
  • 54. 7.1 LITERATURE REVIEWLiterature Review on Customer Satisfaction:Author: Bingguang Li, Ph.D. Assistant Professor of Operations and Information Management College of Business Albany State University Albany, GA 31705 U.S.A. Phone: (229) 430-4779 Fax: (229) 430-5119 Email: bli@asurams.eduAbstract: Parcel delivery companies (e.g., US Postal Service, UPS, and FedEx) are significantparts of modern transportation systems. From a literature review, availability, responsiveness,reliability, completeness, and professionalism of service were identified as the five criticalfactors affecting customer satisfaction in parcel delivery industry. A model of customersatisfaction in parcel delivery service was developed. Written questionnaire responses fromuniversity academic departments across the U.S. were used. The questionnaire gathered data onthe characteristics of each factor and determined the ranking of importance of factors. Theresearch tested the hypotheses to determine the correlation coefficients between the five factorsand overall customer satisfaction with respect to all customers for both outgoing and incomingparcel delivery services.Findings:Factors Affecting Customer Satisfaction in Parcel Delivery Industry:• Availability of service: The degree to which the customer can access the delivery serviceand contact customer service.• Responsiveness of service: The willingness or readiness of staffs to provide service andthe degree to which the staff react promptly to the customer.• Reliability of service: Consistency of performance and dependability. Parcels are deliveredto the right receivers without damage within the promised time.• Completeness of service: The degree to which the total job is finished.• Professionalism of service: The degree to which the provider uses suitable professionalbehaviorsResearch Model:It is the purpose of this study to determine the relationships between the five factors andcustomer Page | 46
  • 55. CONCLUSIONS AND DISCUSSIONSSummary of the ResearchThis research concluded that all the five factors (availability, responsiveness, reliability,completeness, and professionalism) were positively correlated with overall customer satisfactionwith respect to all customers for both outgoing and incoming parcel delivery services.This research discovered that reliability of service was the most important among the five factorswith respect to all customers for both outgoing and incoming parcel delivery services for theuniversity departments surveyed. Professionalism was the least important for conditions ofoutgoing service and incoming service for all customers.Availability of service, responsiveness of service, and completeness of service were in themiddle of the rankings.Sometimes availability of service, responsiveness of service, and completeness of service werestatistically significantly different from each other, and sometimes they were not statisticallysignificantly different with respect to two different services (outgoing or incoming service).Managerial ImplicationsReliability of service was the most important among the five factors. When parcel carriers makeinvestment decisions, the highest priority should be given to the projects related to reliabilityimprovement. Since reliability of service contributes to customer satisfaction, it is believedcustomer satisfaction contributes to customer retention and business success. Page | 47
  • 56.  RESEARCH PAPER ON CUSTOMER SATISFACTION : Author :Scott B.Mackenize, Richard A.Spreng. The Journal of Marketing, Vol. no. 3 (July., 1996) Published by: London Financial times, 1998  Findings : • Manager and salespeople can manipulate customer satisfaction ratings. • Exclusion of unhappy customer during the survey period. • Inaccurate survey by being nice to customer just before the survey. • Intentionally wrong ratings by customer in order get more concessions.  Recommendations : • Company should hire an outside research agency for getting accurate result. • Company should not announce in advance about their research schedule. • Company should select more diversified sample • Company should provide some promotional gift to the customer for increase the 1 response rate for the survey.1 Scott B. Mackenize & Richard A. Spreng,”A Reexamination of the Determinants of customer satisfaction,” journalof marketing, vol. no. 3(July1996): 15-32.2 “Saturn Illustrates Customer Satisfaction, “Louisville courier-journal of marketing, September 5, 1999. Page | 48
  • 57. Literature Review on Customer Satisfaction:Author : A White Paper, by Paul Hague and Nick Hague of B2B International Website : www.b2binternational.comRecommendation:1 Pay attention to those issue that is important to customer.2 Look at the customer satisfaction data to see, where low absolute scores are and low scoresrelatives to the competitive.3 Think through the issues that need to be addressed and list them out.4 Courtesy from sales staff5 Representative of the sales staff should be friendliness6 Company should provide after as well as before sales services to their customer through whichcompany able to get satisfaction from customer side.7 Company should provide good quality of product. Page | 49
  • 58. Literature Review on Customer Satisfaction:Author: Rodrigo A. Padilla Research Faculty of Commerce and administration, Concordia University, December 5, 1996Fifteen years ago, in the beginning stages of the customer service revolution, Ron Zemke and DickSchaaf canvassed 101 leading companies to see how they approached customer service. From thisinvestigation, they distilled five general operating principles that research and experience continue touphold:Recommendation :1 Successful customer service companies should listen , understand, and respond—often in uniqueand creative ways—to the evolving needs and constantly shifting expectations of their customers2 Company should carefully hire people, train them extensively so they have the knowledge andskills to achieve the service standards, and then empower them to work on behalf of customers,whether inside or outside the organization.3 Company should establish a clear vision of what superior service is, communicate that vision toemployees at every level, and ensure that service quality is personally and positively important toeveryone in the organization.4 Not surprisingly, a primary concern of business research and literature is building companies thatexcel at gaining and keeping customers. Studies show that outstanding customer serviceorganizations focus on a clear goal—satisfying the customer—and design everything else with thataim in mind. From the top-down, these organizations act to provide positive customer experiences.The focus on complete customer5 Company should establish concrete standards of service quality and regularly measure themselvesagainst those standards.21 Customer Satisfaction: Improving Quality and Access to Services and Supports in Vulnerable NeighborhoodsBenjamin Schneider and David E. Bowen, Winning the Service Game (Boston: Harvard BusinessSchool Press, 1995), 132.2 Customer Satisfaction: Improving Quality and Access to Services and Supports in Vulnerable NeighborhoodsTim Mannello, “Susquehanna Health System: 1999 Global Customer Service Award Winner” Page | 50
  • 59. 7.2 INTRODUCTION OF MARKET RESEARCHDefinition of Marketing Research :Marketing Research as the systematic design, collection, Analysis and Reporting of data andFindings Relevant to a specific marketing situation facing the company.Most large companies have their own marketing research department, which often play crucialrole within the organization.Yet, marketing research is not limited to large companies with big budgets and marketingresearch departments. Often at much smaller companies, everyone carries out marketingresearch-including the customers.Companies normally budget marketing research at 1% to 2% of company sales. A largepercentage of that is spent on services for outside firmsHere Digjam spent approx 10% of the company sales.Specialty-line marketing research firms:A company can hire services of marketing research firm or conduct research in creative andaffordable ways such as:1 Engaging professors or students to design and conduct studies. Many large companies’ hiressummer trainees from management institution for cost-effective market research year after year.Awarding live projects to MBA as part of their course work is also a common practice.2 Monitoring published information and actions systematically. This may be done by examiningnews paper, websites, industry report, and by visiting competitive outlets. Page | 51
  • 60. 7.3 Objective of studyPRIMARY: 1. To study the customers psychology regarding the company. 2. To gain knowledge about the market of DIGJAM fabric, with respect of brand usage, market size and industrial scenario.SECONDARY: 1. To identify the market forces that influences the customer decision in buying the product. 2. To get an insight about what the customer feels about the company policy. 3. To know the problems of customer. 4. To get an overview of the customer about the quality and sales promotion activities of the company. 5. To know the market share of the company. Page | 52
  • 61. 7.4 LIMITATIONTime horizon:Shortage of time duration, because the research on customer satisfaction is very broad area andit’s require much more time for reached at the good conclusion.Response:The response rate was very low. And can not be justify in the context of time limit.Technology:There was lack of availability of hardware equipment and internet connectivity, result for lowresponse. Page | 53
  • 62. 7.5 DATA COLLECTIONAs a tool a well-structured questionnaire was used. These were used for collecting the responses fromthe respondent. The data collected through questionnaire was tabulated and analyzed to study, therespondent attention toward buying the DIGJAM to assess the customer knowledge about theorganization, view on overall quality and price competitiveness, the advertising media to which thecustomers are in touch with and the problems they are facing with the product.Marketing research was done to assess the customer knowledge about the organization, view on overallquality and price competitiveness, the advertising media to which the customers are in touch with theproblems they are facing with the product. 7.6 DATA ANALYSISIn order to do the work properly, a insight about the product, about the organization, about theproduction process was necessary. For this purpose a extensive study was initially done aboutthe product and the production process.After the initial study, the survey was started in order to get the questionnaire filled by them.On the basis of the information collected in the interviews from the respondents and filled inquestionnaire from them, certain findings were made on that basis and somerecommendations too were given to the organization so as to improve the level of satisfactionof their customers. These findings and recommendations would go a long way of satisfactionand service in order to maintain its existing customer as well as to add 1-1 new customer to itsexisting data base. They also point the aspect in which the organization is lacking and need toimprovise upon as well as the aspect, which are its plus point and which can really help infuture. Page | 54
  • 63. 7.7 RESEARCH METHODTo get an insight about the company, a questionnaire was properly designed for the customer.Basically those customers were undertaken who were purchasing the product from dealers,retailer, showrooms or shopping malls.First, the factors that affect the satisfaction level of DIGJAM customers were obtained. This wasdone with the help of discussions held with the sales and marketing professionals in thecompany. The following factors were obtained as a result • Purchase influencers • Preference of garments getting stitched • Quality the fabric • Variety of design and colors with feel & finish • Offerings in tune with market demand, fashion/trend • Price competitiveness • Marketing efforts by the company to increase its sales. This includes advertising & marketing, regional promotion, enhancing market/customer understanding.As a universe was infinite, and due to time and cost constraints,The sampling unit is decide to cover maximum city through online(Ahmadabad, Vadodra, Surat)and oral(Jamnagar) research .The size of the sample is dependent on the city. But a minimum of 90 samples was to be taken tomaintain the standard quality and reliability of the data collected. Page | 55
  • 64. 7.8 DATA ANALYSIS & INTERPRETATIONQ.-1 Customer Detail. This is mention in questionnaireQ.-2 Are you aware about DIGJAM product?The main purpose of asking this question is that to know how much percent of people at leastknow about DIGJAM product. So we can ask them next question related to DIGJAM productand its services .If customers aware about the product and also purchase the DIGJAM product regularly, so wecan get some information regarding requirement and what are their expectations from thecompany.If customers are not aware about DIGJAM product, we can ask them about our loop holes anddefect that what are the reasons of why we do not live up to the expectations of customers. Isthere any product promotion problem or adv. problem?Through the help of end users we can reach the final decision. Although 72% of people wereaware about the customers. And 28% of people were not aware about the customer. Page | 56
  • 65. Freq. PercentageYes 65 72No 25 28Total 90 100 Page | 57
  • 66. Q.-3 Who influences your decision to buy clothes?The purpose of asking, this question was to know that with whose influences customers purchasethe fabric.Influence plays a very vital role in affecting the preference and choice of people . Better qualitylife, along with exposure and education are making children and young adults increasinglyparticipating in purchase decision and are becoming brand conscious with strong brandpreference.As it is often seen, during purchase of fabric most of the purchasers are influenced by their well-known and in the form of peer pressure i.e. either any friend/colleague or family members whocan judge better the customer on his overall look/personality.As for example: women are considered to be more influencers an ( I deeply interested in people,family and community) involvement .Therefore companies who market to them by focusing on these aspects, rather than solely on theproduct, are far more likely to capture their attention. Moreover, the company should never allowtheir sales associates to talk down to them.Moreover sometimes advertisements and retailers also influence the customer to purchase theproduct as e.g. any design/shade, shown in the advertisement is in demand. Or it may be possiblethat the retailers influence customer, pushing him to purchase a specific brand/quality. Besidesthese, there can be several other influences as well.In case of fabric purchase, the survey shows that about the customer’s nature Page | 58
  • 67. Freq. Percentage Advertisement 14 16 Friend 39 43 Family Member 34 38 Retailer 2 2 Other 1 1 Total 90 100- Company should have to concentrate on final customer , therefore they should give more advertisement on news paper and local media . Page | 59
  • 68. Q.-4 which of the given garments you like to get stitched?This question was asked to enquire which of the garments the customers like to get stitched .As the taste, fashion and preferences of the customers are changing, 26% people prefer to get a blazer stitched.34% people prefer to get trouser stitched21% people prefer to get shirt stitched13% people prefer to get 2pcs suit stitched6% people prefer to get safari stitchedHere, above result shows that a large proportion of the population have shifted to READY-TO-WEAR segment and affected the scale of fabric a lot. This shift, to readymade garments ismainly due to heavy stitching charges, time consuming with uneasy fitting given by the tailors.However, the above analysis may not be right in the truest sense as the, location factor plays anvital role in deciding the taste and fashion of the customer. It was difficult to analyze to theimproper responses and understanding of the respondents. In most of the cases, respondents havemarked only one of the option as answer to this question.With the result obtained, the company should produce more fabric usable for trousers &shirtpurpose. Moreover, it should encourage the young adult male by its advertisements attractingthem for the product.The company can too by-furcated or expand its activities by not just providing the customers thebest quality fabric at cheaper rate but by entering into READY-TO-WEAR segment andproviding it in cost effective way to the customer Page | 60
  • 69. Freq. Percentage 2Pcs Suit 12 13 Safari 5 6 Blazer 23 26 Trouser 31 34 Shirt 19 21 Total 90 100- Therefore, the company should try to manufacture the READYMADE garments by using its integrated manufacturing facility and receive high margins on that. Page | 61
  • 70. Q.-5 which of the fabric brands you prefer to buy?As we know that brand image play a vital role in the market. One powerful brand, may workbetter than ten weak brands. If a product has a good brand image, then even if there are some,loop holes in the product or in the company’s policy, it will not affect the market. But company’shaving a lower or less brand image, has to struggle in the market against its pricecompetitiveness with its competitors or the quality of the product. Besides, strong brand can helpcompanies to extend their offerings into newer product and develop a critical mass.Brand awareness is high not only in pure retail terms, but also disseminated through mediaadvertising. Fashion wears especially for male, features heavily together with brandedmerchandise. In this respect DIGJAM conforms to current retail pattern with luxury andpremium quality goods featured quite widely in prominent exclusive show rooms. Brandawareness with visibility can be with help of planned advertising activity.It was necessary to know in the survey that which brand the customers want to purchase, whetherit’s DIGJAM, or RAYMOND, or REID & TAYLOR, or OCM, or any other.As per survey was conducted in local area of Jamnagar and many more city within theGUJARAT(SURAT , AHMEDABAD, RAJKOT,VADODRA ), where the factory of DIGJAMproduct is located, most of the preferences, about 24%of the people, were in favor of DIGJAM product is located,14% of people give their preference to REID & TAYLOR .3 % of people give their preference to OCM.49% of people give their preference to RAYMOND10% of people give their preference to OTHER.The reason behind its not brand image in customer mind is that there are showing very lessadvertisement on T.V. or DIGJAM has just 25 outlet whole over the India which very less thathe RAYMON is about 600 outlet in all over India . Page | 62
  • 71. Freq. Percentage DIGJAM 21 24 REID & TAYLOR 13 14 OCM 3 3 RAYMOND 44 49 OTHER 9 10 Total 90 100Through, the company should try to manufacturing the readymade garments by using itsintegrated manufacturing facility and reap high margins on that. Page | 63
  • 72. Q.-6 what is your view on DIGJAM fabric?For a company it’s an important things to know, whether their product overall view on themarket is having a positive impact or a negative one. As such e.g. in the customer’s viewpoint“LEE” jeans are considered to be a costly one, as compared to other jeans manufacturingcompany. The view over a product varies with each mid even-person depending upon his likings,dis-likings, financial resources available etc.A more satisfied customer is likely to be more co-operative and brand loyal to the company. Butthe key growth for a company is, what conditions govern the increase and decline of satisfactionof a customer? If these can be identified, can they be influenced? Customers with higher rates ofsatisfaction generate significantly higher performance outcomes resulting in higher sales.Whenever customer had been asked about their view on DIGJAM fabric and it observed that Page | 64
  • 73. Freq. Percentage EXCELLENT 27 8 GOOD 43 48 SATISFACTION 22 24 NEED IMPROVEMENT 11 12 POOR 7 8 Total 90 100 Interpretation: Company should try to give some gift to their customers with which companycan achieve maximum customers. Page | 65
  • 74. Q.-7 how would you perceive the quality of DIGJAM product?Expertise and quality are the two key words that rightfully describe the company and its work.To stand in the market arid to gain faith of the end consumer, it is essential for a company toprovide good quality product to the customer at a comparative cheaper price. As customer don’twant to compromise on the quality. They want a return whatever they spent, either it is less ormore. Some observation is also made that customers are ready to spent a little more, but withintheir budget, if they are getting a standard set of quality product.The company is using latest technology machines, with the procedures as Laid down in ISO-9001, to give the best output quality of product in the market for the end users of DIGJAMbrand.There is no compromising in mill, as far as, quality is concerned with. At each and every point ofproduction, a quality control machine is installed, which regularly checks the fabric during theprocess of production, Moreover, a quality control department is made, which, with the help ofimported sophisticated machines and with set standards of ISO-9001 gives a best output for itsquality. Freq. Percentage EXCELLENT 14 15 GOOD 58 65 SATISFACTION 13 15 NEED IMPROVEMENT 1 1 POOR 4 4 Total 90 100Interpretation: Company should try to manufacture itself, or if not possible, may even out-sourcebut it doesn’t be at the cost of quality of the fabric. Page | 66
  • 75. Q.-8 At which level, you are satisfied with the DIGJAM’s product?The main objective behind this question is to collect information about DIGJAM’S variousproduct. All product has some satisfactory level which mention in below figure as well as chart .38% of people were satisfied with Suit.32% of people were satisfied with Blazer.14% of people were satisfied with Trouser.14% of people were satisfied with Shirt.2% of people were satisfied with Shawl. Page | 67
  • 76. Q.-9 What are your perception about the various Design & Color of the DIGJAM fabric?Change are a part of life in the growing market change is constant innovation is the key tosuccess and makes business profitable in the long run, here be it in terms of product, design,marketing or price.Differentiation and creativity are the most important hallmark in the modern era. The companyhas to first identify the specific needs and tastes of customers and then making arrangements toprovide the desired lines and colors that appeal to the customers. Topics such as “Design as thefinal differentiator” play an important role for a company. As the competition increases in India,design and colors would need to be upgraded regularly to keep it with the changing requirementof the customers. Since brand names and traditional advertising do not necessary translate in tosales, exports say that the changing design and colors with respect to change in fashion and trendholds the key to profitability.In the survey about16% of the people were feel excellent48% of the people were feel good20% of the people were feel satisfactory12% of the people were feel need improvement4% of the people were feeling poor.As per the result and market condition it is impossible to satisfy each and every customer andthe company is spending a lot on making design and color development. But still it can make animprovement in this sector by exploring the market and getting the feed backs from the dealers,retailers and even from the customers about their needs and requirement and the latest changingtrends and fashion. Page | 68
  • 77. Freq. PercentageEXCELLENT 14 16GOOD 43 48SATISFACTION 18 20NEEDIMPROVEMENT 11 12POOR 4 4Total 90 100 Page | 69
  • 78. Q.-10 Choose the range of DIGJAM product you prefer to buy .The objective of asking this is to get information about the customer expectation . I n whichrange they prefer to buy a DIGJA,M fabric. And here the factor affecting in purchase thedifferent type of fabric in different range is money means INCOME . The income profile is alsodifferent in today’s India..As per the result we can’t say that there are maximum people who want to purchase fabric athigher price. But it’s fact that the range factor totally depend upon the income of the customerHere company should not concentrate only on price but they should maintain the quality of thefabric so they can able to attract to customer. No. Of Range Freq. Percentage 150-300 16 18 300-475 34 38 475-800 25 28 800-1300 9 10 More than 1300 6 6 Total 90 100 Page | 70
  • 79. Q.-11 How does your view the price-competitiveness of DIGJAM fabric with its competitors?The main objective of asking this question to customer is that want to find out the currentmarket condition of DIGJAM and what kind of image set in customers mind compare to itscompetitors like Raymond , Reid & Taylor etc.As per the research result finds thatRest of the people view is that the price of DIGJAM is average compare to its competitors.Company has mass number of customer are in favor of it fabric but still company shouldmaintain their price as well as quality. Freq. Percentage Excellent 9 10 Good 49 55 Satisfaction 20 22 Need Improvement 9 10 Poor 3 3 Total 90 100 Page | 71
  • 80. Q.-12 What do your feel about the packaging of DIGJAM product?Company should maintain its quality as well as have to maintain its product packing for attract tocustomers. If company provides good packing with its product so they can easily attract thecustomers.The survey also revealed the policy of the company. More than 85% of the people were satisfiedwith company’s product packaging .Result is shown in below chart . Freq. Percentage Excellent 13 18 Good 22 32 Satisfaction 24 35 Need Improvement 7 10 Poor 4 5 Total 70 100 Page | 72
  • 81. Q.-13 Where do you prefer to buy DIGJAM fabric?The objective of asking this question was basically to know that from which outlet they want topurchase and what their demand toward company is. Whether the DIGJAM brand is easily,available to the end user or he has to travel less for purchase of the fabric.As we observed in the research about Freq. Percentage Exclusive Show Room 31 39 Digjam retail shops 21 26 Shopping malls 28 35 Total 80 100Therefore, the company should open make more exclusive show rooms and make moreretailers/dealers at such places to provide the customer with a cost effective and operationallyefficient location. Page | 73
  • 82. Q.-14 How would you evaluate the responses given to you by company/retailers to yourcomplain?This question was asked to customer to get an insight into whether there is any complaint comingup for the product and if ‘YES’ then responses given by the company/retailers is up to mark ornot.The company policy is to produce the fabric at the best quality level to ensure no complaints. Buteven if any complaints arises in the fabric and are forwarded to the company, the company takesit very seriously. They, simply replace the genuine defective item with a fresh one withoutloosing much of time.The survey also revealed the policy of the company Freq. Percentage Excellent 6 12 Good 22 44 Satisfaction 12 24 Need Improvement 8 16 Poor 2 4 Total 50 100Therefore, company should concentrate on this 20% people who were unsatisfied and alsoimprove their outlet services. Page | 74
  • 83. Q.-15/16 Please states the services given by our retailer’s before/after purchase of our product ?Services are one of the most important parameters to be kept in mind. The best of the productmay not sell if the service offered to the customers is not satisfactory. The key differentiator tobrand choice is pre sales and post sales service experienced. Since, word of mouth plays a veryvital role, good service experience will be essential for brands to survive, ir-respective of howmuch they advertise or bring down price.At this point, one might wonder, why would a customer especially drive to a shop, fight forparking and then enter into a store and pay, a similar price for a similar product that he or shewould have purchased from any other store. The retailer is, until retailer do not pull up theirsocks, offer unique services to the customers, it will be hard for them to attract the customers.There are equal chances that a customer may get annoyed with a bad services as with a badproduct.Before purchase service includes a warm welcome by the retailer to the customer, friendlyenvironment (if possible ), offering a glass full of water, comfortable seating, helping him tochoose the right fabric etc. So that, the customer become cool-minded, feels comfortable andfully concentrates oil purchase of fabric.After purchase service is about services rendered after the customer has made the purchase. Thismay include helping the customer by informing him about the proper care of the fabric, washinginstructions, bidding him a proper good buy, offering cold drinks, snacks, tea, coffee orproviding good packaging to the product, giving home delivery service, proper billing listeningto any complaint or suggestions of the customers etc. These services are offered to attract thecustomer to re-visit the retailer’s place again.These findings were made in the survey too. It is not surprising to see that 80% of the peoplewere satisfied by the retailer before and after purchasing the product .The reason behind dis-satisfaction was mainly due to the pact that not all the dealers/retailers doan extra expense on the end-users, once the product is sold. Moreover, the customers alwaysenter at the retailer’s place for purchase of product, where earlier also lie had got full satisfactionregarding the services rendered by the retailer or lie may be a referral client as well Page | 75
  • 84. Freq. PercentageExcellent 6 12Good 21 43Satisfaction 13 27NeedImprovement 8 16Poor 1 2Total 50 100 Page | 76
  • 85. Q.-17 The distance of our digjam show room and retailer from your place?The purpose of asking this question was basically to know that whether the DIGJAM brand iseasily, available to the end user or he has to travel a long distance for purchase of the fabric.As we observed in the survey about 20% of the customers come from the area of 3 kms . topurchase the fabric from the retailers counter’s counter and 22% of customer comes on anaverage from 1,2and 4 kms. and 40% of the customers were from more than 4 kms.This can be analyzed in two ways firstly, it can be seen as a strength for the company that it isable to attract its customers not only in local areas but from far areas too. But still on an average17% of the customer were from the near or adaptive places. This shows tile brand loyalty midbrand image which the company has in the customer’s mind.Therefore, the company should open their exclusive show rooms and make more retailer/dealersat such places to provide the customer with a cost effective and operationally efficient location.The distribution of distance of DIGJAM retail outlet /showroom from customer’s place is shownabove. But this data itself is not sufficient to make any decision. We also need to know as to howmuch distance a customer is willing in order to make a fabric/garment purchase. ThisQuestionnaire assumes that a distance of 4km and above is ‘FAR’ for customer. In place likemetropolitan cities, customers are willing to move to distances of around 20 km . in order to getgood quality/reasonable prices/good brands, etc. Page | 77
  • 86. Freq. PercentageVery Near 3 3Near 13 15Average 20 22Far 16 18Very Far 38 42Total 90 100 Page | 78
  • 87. Q.-18 Rank the media you are in touch with (maximum to minimum)The purpose of asking this question was to know the media habits of the end user so thataccordingly the advertising plan can be prepared by the company. Brand awareness and visibilitycan be achieved with the help of planned advertising activity.This means that we should adequate presence on television, newspaper and magazines.Again the limitation was that if the survey was conducted in any other metropolitan city, theresult might very a lot. Freq. Percentage T.V. 43 48 News Paper & Magazine 25 28 Radio 11 12 Internet 6 6 Other 5 6 Total 90 100 Page | 79
  • 88. Q.-19 What do you feel about the T.V. advertisement of DIGJAM fabric?All your efforts of choosing the right advertising medium, the right vendors to promote yourproduct, drawing up a marketing strategy, tying up with the local store, would prove to beuseless, if your product does not cut through the marketing din and stand out. In a market that isbursting at its seams with posters, banners, signs etc, visibility is a tough battle to be won. Abattle won over visibility is wining half the battle in marketing your product.Imaging seeing a big carving of your favorite dessert from a very far off distance or seeing hugeducks on a building! Stunningly huge graphics would no doubt stand out from the otheradvertisements. But at the same time, if you think of putting up huge billboards, well that wouldneither solve the purpose, nor are they worth the hassles they bring with them.As in modern era, without good advertisement policy it is not easy task to catch up the customersand influence or attract them to buy the product. Moreover, the brand image of the company alsobuilds up with more advertisement. As in television, advertisement is shown at the national level,the reach ability of the company towards its customers is at a higher side. So, mostly companiesaim to give their ads at national level.With the question being asked about the television ads of DIGJAM fabric, a large number ofsample populations were un-satisfied with the advertisement of DIGJAM in television channels.62% of the people were un-satisfied with adv. on television and rest 38% of the people weresatisfied with adv. on television. Page | 80
  • 89. Freq. PercentageExcellent 4 4Good 9 10Satisfaction 3 3NeedImprovement 32 36Poor 42 47Total 90 100 Page | 81
  • 90. Q.-20 What do you feel about the magazine & news paper? Giving advertisement at local area is an important source of generating revenue and sales forany enterprise. As once the brand name becomes famous in local area, it gradually increase itsarea ,build its image at national level.This question asked to get the view of the customer regarding the magazine and news paperadvertisement of DIGJAM fabric. The result of the survey shows that about 78% people weresatisfied & 22% people were unsatisfied.Therefore, the company should give some extra advertisement to regain its market position atleast at the regional level.Moreover, as the company had some financial constraints, so regional level ads on newspapers,magazines or local channel should be preferred. Page | 82
  • 91. Freq. PercentageExcellent 2 3Good 11 12Satisfaction 13 14Need Improvement 31 34Poor 33 37Total 90 100 Page | 83
  • 92. Customer expectation from DIGJAM- More Bridal Collection- I Want Readymade Formal Garments.- Readymade Garments- Readymade Fancy Jacket.- Make More Adv. So Customer Can Aware About Your Product- Readymade Shirt- Readymade Trouser- Need More Improvement In Marketing....- Only Readymade Shirt...- Mfg. Readymade Cloth- Jacket- Readymade Garments- Mfg. A Ready To Wear Cloth- At Low Price Middle Class People Afforded It.- Quality Oriented- Ladies Wear In Domestic Market Page | 84
  • 93. 7.9 FINDINGSFindings during the survey were: - At present company’s more emphasis is on the export business, which is adversely affecting its domestic market. Lack of promotional activities at national as well as in regional level. A sales promotional scheme floated by the company is not impressive. Lack of innovative idea regarding new application of product. The main thing in the customers mind is that company manufactures only woolen fabric. Main complaints in P.V. fabric regarding its quality, price with feel and finish. Page | 85
  • 94. SUGGESTIONS• DIGJAM should go into the fashion shows because fashion shows serves as an interesting way to showcase your products and seasons offering to your customer.• Company should improve its promotional activities• Company should aim and try to hit the right mark with teenagers too• It should also step into new segments like readymade garments, cotton fabric, shawl and blankets.• DIGJAM should go into the fashion shows because fashion show serves as an interesting way to showcase your products and seasons offering to your customers.• Company should strategically locate its outlet in different areas.• Company should direct its attention on the shop-in-shop retail format for greater market penetration.• To create awareness in areas of north an east, company should prefer advertising through niche magazines. Page | 86
  • 95. BIBLIOGRAPHY / WEBOGRAPHY BOOK REFERENCES By Kotler Philip, Keller Kevin Lane, Koshy Abraham, Zha Mithileshwar , Marketing Management (13TH Edition) ,Pearson Education Ltd. By Cooper Donald P., Schindler Pamela S., Business Research Method (9th Edition), Tata-McGraw Hill Publishing Co. Ltd. WEB REFERENCESwww.digjam.co.in.http://pages.infinite.net/rodrigo/satisfaction.htmlhttp://www.pressganey.comwww.cssp.orghttp://www.apple.com Page | 87
  • 96. CHAPTER-9-ANNEXURE DIGJAM LIMITED. JAMNAGAR {Customer Questionnaire}1. Are you aware about DIGJAM product? a. Yes b. No2. Who influences your decision to buy clothes ?a. Adv. b. Friends c. Family Members d. Retailers e. Others.3. Which of the given garments you like to get stitched ?a. 2Pcs Suit b. Safari c. Blazer d.Trouser e. Shirt4. Which of the following fabric brands you prefer to buy ?a. DIGJAM b. Reid &Taylor c. OCM d.Raymond e. Others ________.5. What is your view on DIGJAM fabric ?a. Excellent b. Good c. satisfactory d. NeedImprovement e. Poor6. How would your perceive the quality of DIGJAM products ?a. Excellent b. Good c. satisfactory d. NeedImprovement e. Poor Page | 88
  • 97. 7. What are your perception about the various design & colors of the DIGJAM fabric ?a. Excellent b. Good c. satisfactory d. NeedImprovement e. Poor8. Choose the Range of DIGJAM products you prefer to buy.a. 150 -300 b. 300 – 475 c. 475 - 800 d. 800 - 1300 e. More than 13009. How do your view the P rice-Com petitiveness of DIGJAM fabric with its competitors?a. Excellent b. Good c. satisfactory d. NeedImprovement e. Poor10. What do your feel about the packaging of DIGJAM products ?a. Excellent b. Good c. satisfactory d. NeedImprovement e. Poor11. Where do you prefer to buy DIGJAM fabric ?a. Exclusive Show Room b. DIGJAM Retails Shops b.Shopping Malls12. How would you evaluate the responses given to you by Co./Retailers to yourComplain? a. Excellent b. Good c. satisfactory d. NeedImprovement e. Poor13. Please state the services given by our retailers before purchasing our products.a. Excellent b. Good c. satisfactory d. NeedImprovement e. Poor Page | 89
  • 98. 14. Please state the services given by our retailers after purchase of our products. a. Excellent b. Good c. satisfactory d. NeedImprovement e. Poor 15. The distance of our DIGJAM Show Room and Retailer from your place. a. Very near b. near c. Adaptive d. Far e. Very Far (1 KM) (2 KM) (3 KM) (4 KM) (More then 4 KM) 16. Rank the MEDIA you are in touch with. (Maximum to Minimum) a. Magazines and Newspapers b. T.V. c. Radio d. Internet e. Others_________. Rank 1 2 3 4 5 Assign alphabets as per rank 17. What do you feel about the T.V. Adv. of DIGJAM fabric? a. Excellent b. Good c. satisfactory d. NeedImprovement e. Poor 18. What do you feel about the M agazine and N ew spaper Adv. of DIGJAM fabric ? a. Excellent b. Good c. satisfactory d. NeedImprovement e. Poor Page | 90
  • 99. 19. Suggestions:_________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ _______________________________________________________ 20. What is your expectation from DIGJAM? Which type of product you want from DIGJAM? _________________________________________________________________ ______ _________________________________________________________________ ______ _________________________________________________________________ ______Consumer Details:Name:______________________________________________________________________Occupation: _____________________.Age: ________________________ yrs.Marital Status: ___________________Annual Income: __________________City: ___________________________ Page | 91
  • 100. EXAMPLE PERFORMANCE APPRAISAL FORM DIGJAM LIMITED (DIGJAM WOOLLEN MILLS) Confidential Performance & Competency Assessment: 2006 Name : Department : Designation : Qualification : Date of Joining : Please rate the employee on a scale of 1-5 on the following parameters: Scale of rating: (Excellent-5, Very good-4, Good-3, Average-2, Unsatisfactory-1)KNOWLEDGE/ SKILLS/ATTRIBUTES RATING/SCORES1. A) ATTITUDE IMMD.SUP. HOD • Regularity in attendance • Punctuality • Desire to learn • Attitude towards work B) RELEVANT PROFESSIONAL KNOWLEDGE • Professional Qualification for the • Relevant experience on the job C) CONCEPTUAL SKILLS • Ability to analyzer & use data • Recognizing problem / improvement Areas • Suggesting solutions on above D) FUNCTIONAL SKILLS • Setting priorities for work • Target orientation • Timely delivery of job E) INTERPERSONAL SKILLS • Ability to get along with juniors • Ability to get along with peers • Effective listening F) LEADERSHIP SKILLS • Ability to plan, Organize & control • Assertiveness • Ability to articulate & motivate Page | 92 • Ability to take decisions
  • 101. G) POTENTIAL ASSESSMENT IMMD.SUP. HOD • Ability to further improve in current job level • Ability to take additional / higher responsibilities at same level • Ability to take up a cross –functional rule • Level of Ambition2. Please describe briefly any significant contribution / achievement on the job during last one year:3. Please list down a few strengths of the employee:4. Please list down a few specific areas if any where employee needs improvement:5. Any suggestion on methodology for brining in improvement in the areas listed at (4) above, e.g. any specific need based tailor-made training, job rotation etc. Total scores by immediate superior: Total scores by HOD: Unit Head: Date: Page | 93

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