project

1. INTRODUCTION
1.1 INTRODUCTION ABOUT THE STUDY
Even though, India has advanced and adopted the technologies of the
changing world, there is also a change in the fashion industry, India is so full
of design that we tend to ignore it as part of our lives .The scope for design is
tremendous.
There is a lot of potential. There is so much of art and design in our
villages in various conventional areas like weaving, pottery etc., which have
not changed much over the ages which means a lot of time and effort and
ofcourse, people with similar dedication have to be introduced to the
technology.
It must be noted here that lots of foreign brands have established in
India, but not many of our brands have been recognized abroad. It’s the same
plight with the India designers too. The small clutch of reputed designers is
still to make a name in the west. other than making big headlines in the Indian
newspapers.
Lot of work as to be done in the area of marketing. Mass appeal with
attractive prices is the keyword here. Too things Indian designers have failed
to achieve till now. While ready- to -wear brands with international names are
having a field day. It is strange that Indian manufacturers have not come

2. forward to collaborate with the designers or vice-versa for designing clothes
with traditional feel , mass appeal and at affordable prices .
When the people speak about prêt fashion, which is going to be the
trend in the near future, how far it is going to create an impact in India is yet
to be seen. According to statistics, fashion, prêt is an Rs.1.8 billion ($37.5
billion) industry in India’s Rs.670 billions ($14 billion) ready to wear market.
The fashion industry is growing at 20% per year, but next few years we
should see it growing at 35%.
RETAILING INDUSTRY IN INDIA
Retailing is the final step in the distribution of merchandise; the
retailing is in the supply chain, connecting the bulk produces of retailers to
the final consumers. Retailing covers diversification such as food, consumers
goods, financial services and leisure.
In developed countries, the retail industry has developed into pledged
one where more than three-fourths of the total retail done by the organized
sector. Huge retail chains like Mc Donalds-mart etc., have now replaced the
small stores. Large formats with high ambience and courteous and well-
experienced staff are regular features of these, which have also started in
India, but still partial stage of the curve.
Market size in India is estimated to be $180 billion. Retailing provides
most 12 to 15 % of employable results and is perhaps the largest door to

3. India’s GDP.But the flip side of markets in India is only 45 square feet and
large employer, the industry is very unorganized and with a rural bias.
Nearly twelve million retail outlets in India and the growing. Two
thirds of these shops are in the rural area. Indian retail scenario has undergone
conceptual during the last five years.
RETAILING IS BIG GAME
Retailing is a big game now in India and the market has turned
towards this sector. This can be evidenced by seeing developments as
well as foreign investments being for entry in this sector.
Nowadays, retailing was limited to small area concentrating in single
product systems. But nowadays the multi product approach has taken shape.
Lot of investments are now made in this sector for presentation of
different products to the customers. Visual merchandizing is a contributing
factor for this sector, which woos the customer to buy the product
presentation is the watch word now. If a product is presented in an elegant
manner. The product moves from the shelves to the customers home.
Despite its largely traditional face, retailing in India is the largest
industry in the country with the gross sales contributing us$ 180 billion. The
sector contributes over 38 percent share to the gross national income and is
the second largest generator of employment after agriculture. The sector is,

4. however, not recognized as an industry in the country and suffers from
limited access to capital, labored suitable real estate options. Most local small
– scale retail formats in India operate on low-cost, minimum tax and cheap
labor model to offer customers low price, despite fragmented and long supply
chains. Some of the factors hampering the growth of the segment, till very
recently include restrictions on entry and size of the players in the consumer
goods industry, multiple taxes across the various states and low-income
profile of consumers.
Many retailers are diversifying to add on more products to become a
lifestyle retailer. the retail space and area has increased tremendously over the
past five years, huge malls and departmental stores are the story of today.
India being a developing country with a population touching over 1
billion, there is a vast scope for this market to grow in size and numbers. A
specific model cannot be designed since it changes from trade and also
depends up on the place of location of the retail center. However, taking in to
consideration about 32 to 35 cities in India have seen the growth of the retail
sector to a great extent. The retail model and its formats and determined by
the market place, strength of the customer, product features and average
customer spending in that area.
Different formats have been revolutionized by food world, subhiksha,
margin free super markets to enthuse customers to buy from them, offering
quality products at cheaper prices by concentrating on retail supply chain
management on the other hand, people like shoppers shop, pantaloons.ebony,

5. life styke, westend, globus and pyramid have concentrated in a chain store
concept and have been able to register their name in customers minds.
International retailers including dominos, pizza hut, McDonalds etc …, have
adopted the licensing and franchise routes to set up operation in India .
The main theme is “EFFICIENT CONSUMER RESPONSE “. Which is
done by:
1. Continuous replenishment.
2. Activity based costing.
3. Integrated suppliers.
4. Cross docking and direct store deliveries.
5. Production synchronized to actual consumer demand.
However, the personality characteristics of a retailer are a very important for
their success. The factors like..,
1. Being friendly.
2. Being trust worthy.
3. Being respected.
4. Being caring.
5. Being casual.
6. Always exciting
“WALL MART STORES” in U.S.A have been able to inculcate these
personality characteristics and have achieved tremendous growth.

6. In retailing the advantage of a specialty stores is that customers goes to the
shop knowing what they want. Hence the store should come to the customer
and they should know what a customer will look out when he enters the store.
The psychological factor is very , very important to develop a store.
Every aspect depends up on the attitude of a customer towards
shopping. This has to be analyzed in detail before actually concepting a
store.
The best retail characteristics are:
1. Customer analyses.
2. Geographical location.
3. Visibility to public.
4. Average size of store depending up on the place.
5. Create awareness.
6. Best visual merchandising and appealing interiors.
7. Pleasing lighting
8. Stocking best products which gives consistent quality and stocks on
ranges sufficiently.
9. Choice to customers for selecting product explanation knowledge.
10.Exciting salesman.
11.Easy delivery and billing.
12.Seeing of in style.
13.Excellent publicity in various forms of media.

7. Now the companies are lining up to open their exclusive outlets for
marketing their products to customers. Many companies like Raymonds,
Madura garments, Crocodile, Colour plus etc…, have started operating
these kinds of exclusive outlets the origin of this concept started with
companies like Bata, Calico, Bum, Dcm ,etc…,
The seven important characteristics to the retail environment in
franchising are:-
1. Product
2. Packaging
3. Presentation
4. Price
5. Profit
6. People
7. Place (location)
The regulations of the retail industry are…,
1. Restrictions of fed.
2. Land and property laws.
3. Taxes are high.
4. Changing tax structure retailer margins to come under VAT
net.
5. Labor laws.

8. 6. Importing will be expensive.
7. Bureaucracy.
These aspects have to be taken care of with correct solutions to
arrive at a consistent approval to develop retail formats on new
technologies of retailing.

9. INTRODUCTION ABOUT MARKETING
At the very outset It may be said that marketing is not a sole business
activity, it has a far broader social dimension. Philip Kotler is of the view that
“any interpersonal or inter organizational relationship involving an exchange
is marketing”. Thus the essence of marketing is an exchange or transaction,
intended to satisfy human needs or wants. That is, marketing is a human
activity directed at satisfying needs and wants, through an exchange process.
A demand is a want for which the consumer is prepared to pay a price.
A want is anything or a service the consumer derives or seeks wants become
demands, when backed by purchasing power.
A need is anything the consumer feels to keep himself alive and
healthy. A transaction consist of a value between two parties. A transfer may
receive nothing in return. The aim of marketing is to make sales in other to
earn reasonable profit for the producer.
LEGAL ASPECTS:
Marketing includes all activities which are concerned with effecting
changes in the ownership and possession of goods and services.

10. ECONOMIC POINT:
The part of economics which deals with the creation of time, place and
the possession utilities. That phase of business activity through which human
wants are satisfied by the exchange of goods and services for some valuable
contribution.
DEFINITION OF MARKETING:
Marketing is defined in different ways. A few definition of notable
authorities are given below..,
“marketing is concerned with the people and the activities involved in
the flow of goods and services from the produces to the consumer”
-American marketing association
“marketing is the business process by which the products are matched
with market and through which transfer of ownership are effected”.
-cundif

11. ADVERTISING
The word advertising is derived from the Latin word advert “ ad”
meaning towards and “vert ” meaning I return. Literally it means “to turn
peoples attention to a specific thing.
Advertising is “non personal paid message of commercial significance
about a product, service or company made to a market by “identified sponsor”
ADVERTISEMENT
Advertisement place an important role in effecting sales. It is a non
price competition, without advertisement a product cannot be sold.

12. 1.2 HISTORY OF THE COMPANY:
Crocodile the brand of the international market launched first on
Singapore in 1907.
The managing director of crocodile market DR.MICHEAL LEN
and executive chairman DR.TAN HIANSTEIN are the persons
responsible for the launching of crocodile products in world wide
operations. They named the company as CIPL i.e.., CROCODILE
INTERNATIONAL PRIVATE LIMITED.
1. They opened the first shop in north bridge and then on Singapore,
Japan, Malaysia, Taiwan, Korea, south east Asian countries.
2. Their product lines are of more than 100 and their exclusive stores
are above 1000.
3. The emblem crocodile is placed on the left side of the brand name.
4. They have a link with “BOMBAY DYEING”
CROCODILE IN INDIA:-
MR. VENKATESH SIVARAMAN, C.E.O. , OF SIVARAM
ASSOCIATES launched the crocodile product in India on 1973. the
company logo gets its trade mark on 1940. later on they registered
the company in 1952. they named the company as CPPL I.E..,
CROCODILE PRODUCTS PRIVATE LIMITED .

13. MR. Venkatesh Sivaraman is the managing director of the Crocodile
Company in India.
1. 1. In the international market totally the company has 252
products
2. 2.But still they have launched only 20 products they are,
1. Shirts
2. t-shirts
3. Trousers
4. Jeans
5. Vests & briefs
6. Socks
7. Belts
8. Ties
9. Watches
10. Pouches
11. Jackets
12. Sun glasses
13. Casual shirts
14. Shorts
15. Ladies wear
16. School bags
17. Rain wears
18. sweaters
19. Blazers
20. Coats

14. LACOSTE:-
LACOSTE indicates the name of a French man. Once he is a
sweetful customer of the crocodile products and now he is the
owner of the crocodile company in European countries. when he is a
customer of the crocodile products he used to travel from Europe
to Singapore to buy the products. To b avoid the risk and time he
decided to open a company in Europe. His dreams and wishes
were came to an end in the year 1922. the name of the company
only changed but the products are of 100% crocodile product.
Not only the products, the emblem also has a standard
place but only one ddifference is that is the crocodile emblem is
placed on the right side of the brand name. One of the advantage
is that, on compared with the Indian value the European value is
cheap.
PROFILE OF THE COMPANY:
The two important operations that the company follows are..,
1. Netting
2. Weaving
1. The netted garments are t-shirt, vest, briefs and inner garments.
2. The weaving materials are shirt, pant, and jeans.

15. MANUFACTURING UNITS:-
1. Tirupur
2. Mumbai
3. Bangalore
4. Pune
5. Delhi
6. Lahore
COMPETITORS COMPARED WITH PRODUCTS:-
1. COMPETITORS IN SHIRTS AND TROUSERS:-
1. Madura goods:-
- Allen solly
- Louie phillip
- Van huesen
- Peter England
2. Aravind mills:-
- New port
- Excalibur
- Zero
3. Wood land

16. WORKINGS IN CROCODILES SHIRTS AND TROUSERS:
TROUSERS:-
1. The fabrics used are wrinkle resistance.
2. It include plain waive and twill weave.
3. Jibber are made on metal in carbon
4. Normally used zips are locking system zips i.e.., imported
nylon zip
5. Grip label is placed on both shirts and trousers.
SHIRTS:-
1. Shirts are made from “MONTE” i.e.., ITALIAN FABRICS.
2. Establishments are done internationally.
3. The covering statement used for shirts is..,
“IT GIVES SOFT FEEL AND KEEPS YOU COMFORTABLE IN
WHOLE DAY”
2. COMPETITORS IN VESTS AND BRIEFS:-
1. Jockey
2. V.I.P
3. Crystal

17. 4. Viking
5. Poom pukar
WORKINGS IN VESTS AND BRIEFS:-
The manufacturing unit of vests and briefs is in “TIRUPUR”
1. They have totally twelve designs
2. They are made up of combined cotton
3. They are of 40 counts
4. Born in “BEST MILLS”
5. Size of the needle is 9
6. Bleaching is done by “PROTONIC PUROXIDE”
7. TWO TYPES OF VESTS ARE..,
-ROUND NECK
-SLEEVES
8.”LYCRA” elastics are used to erode irritation’
3. COMPETITORS IN JEANS, T- SHIRTS, AND SOCKS:-
1. TRIGGER
2. NEW PORT
3. AXE
4. REEBOK
5. LEE

18. WORKINGS IN JEANS, T-SHIRTS, AND SOCKS:-
JEANS:-
1. Strong double stitching in brown colored thread.
2. Snap buttons are buy from “WALK MAN SHIP U.S.A”
3. They are exclusive personalized touch
4. Fittings are of normal fit, comfort fit, classic fit, bare fit, light fir.
5. Logo’s are 100% pure cotton
6. Materials are from “BERLINGTON DENIM FABRICS”
7. They are yarn dyed and stone wash
8. Buckles and buttons are imported “CHROMIUM PLATING”
T-SHIRTS:-
1. They are made with superior quality fabrics
2. They are fully mercerized for comfort
3. Washings are made friendly
SOCKS:-
1. Socks are made up of 100% pure cotton
2. Availability of all types of athletics socks.

19. 4. PRICE COMPARISON WITH OTHER PRODUCTS:
S. NO PRODUCT NAME MINIMUM PRICE MAXIMUM PRICE
1. VAN HUESEN
2. LOUIE PHILLIP
3. ALLEN SOLLY
4. PETER ERNGLAND
5. EXCALIBER
6. NEW PORT
7. ZERO
8. COLOR PLUS
800
900
800
340
370
550
550
1600
1500
1700
1700
850
850
850
850
ABOVE 3000
PRICES OF CROCODILE PRODUCTS ACCORDING TO
BRANDS:-
S.N. MATERIAL NAME MINIMUM PRICE MAXIMUM PRICE
1. SHIRTS
2. TROUSERS
3. T-SHIRTS
4. VESTS & BRIEFS
3 POUCH
5. SOCKS
6. TIES
- PLAIN
- PRINTED
510
740
169
56
249
75
300
170
795
1200
475
89
249 &ABOVE
250
575
250

20. 5. AVAILABILITY OF COLORS:
1. BLACK
2. BROWN
3. NAVY
4. RED
5. BEINGLE
6. PASTLE SHADE
7. APPLE GREEN AND SO ON
6. SATISFACTION OF CUSTOMERS:-
Customers feel happy when they are in usage of best
international brand, because the products are made up of 100% pure
cotton. The company crocodile is one and only company gets the
award “IQT” I.E..,INTERNATIONAL QUALITY TRADE MARK.
They also provide the “washing instructions” i.e..,
1. Tumble dry medium
2. Hand or machine wash
3. No chlorine bleach
4. Wash separately

21. 7. TO COVER CUSTOMER:-
In order to cover the customer, they maintain a book called
visitors book. In it they make a note of customers birth day date,
wedding day date etc.., and then they greet and wishes them in the way
of telephone, or by sending greetings. The above said method is one of
the method which used by the crocodile company to cover the
customers.
8. MOTIVE:-
Primary motive of the company is service and as well as
profit or 50% profit and 50% service.
9. TARGET:-
The target of the company is “STAND BY THE REGULAR
CUSTOMERS AND WELCOMING NEW CUSTOMERS”
10.STATEMENT:-
The state which is used to cover the customer is…,
“NOW THAT YOU ARE PROUD OWNER OF A CROCODILE
WORK OF ART “

22. 1.3 REVIEW OF LITERATURE:
BRAND PREFERENCE:
Brand preferences is the sum of all the factor has influence a buyer
at purchase of particular brand over that of all the many others
available, Indian markets some of these factor…,
1. Brand image
2. Brand loyalty
3. Availability
consumer decision making various with the types of buying
decisions. There are great difference between buying house hold goods,
the more complex is expensive decision are likely to involved more
buyers deliberations and more buying participants.
An organization rarely stands alone efforts to serve a given
consumer market system to save the market has are matched by
similar efforts on the part of others. The companies marketing system is
surrounded by host of competition, these competition have to be
identified monitored and at manufacturers to gain and maintain consumer
loyalty on a person feels to buy the household product is force with
various means of satisfied theist the market is full of numbers product
from which to choose the brand loyalty on this point will play a
great roll in the market of an consumer decision the company there fore
should ensure the its product enjoys at brand loyalty and also brand
image, and the

23. important aspects in the markets of household products is availability
the distribution network of the company has to be smooth and well
operator.
“MAKING THE CONSUMERS BUYING OUT OF HABIT A
PARTICULAR BRAND”
PRODUCT:
people satisfy their needs ant wants with product. A product is
anything that can be offered to satisfy a need or want.
A product consists of as many as 3 components they are..,
1. Physical goods
2. Service
3. Idea
Physical goods are tangible and may also be intangible that is
service and idea.
The product can be defined as is anything that can be offered to a
market for attention, acquisition, or corruption that might satisfy need or
want. It includes physical objects,services,persons,places,and ideas.

24. The study of the marketing ultimately Leeds to study of the product.
NEEDS
PRODUCT
WANTS
PRICE
PERSONALITY
PRODUCT
IMAGE
PROMOTION
PRESTIGE
DISTRIBUTION
INCOME
EDUCATION

25. BRAND:-
A brand is a name, term, symbol, or design or combination of
them which is in tented the goods or services of one seller and
differentiate them from those of competitors.
They are a combination of words used to identify a product and to
differentiate it from other product.
BRANDING:-
The term branding refers the top management while formulating
product policy must also take decision in the area of branding and
packaging brand aid in creating, stimulating and maintaining.
REASONS FOR BRANDING THE PRODUCT:-
1. Memory recall is facilitated this leads to rapid initial buying
action.
2. Advertising can be directed more effectively.
3. More ready acceptance by whole seller and retailer.
4. Branding leads to brand loyalty.
5. Other products may be introduced more readily.
6. The amount of personal selling effort may be reduced.
7. Self selection is facilitative.

26. BRAND EQUITY:-
Many firms drawn on the equity of these brand name by
extending them to other products. It is helpful to distinguish between
two types of brand extensions.
BRAND AWARENESS:-
The brand awareness relates to the number of persons who recognize
the brand significance and who are conscious of the promise, which
the symbol expresses. the decision as to which of these different levels
of awareness should be pursued depends on the way in which
customers are expected to make their choice and degree of the
personal involvement.
BRAND POSITIONING:-
It depends upon the relationship that is created between the brand and
the consumer and a reason that is given for creating the relationship. A brand
is a sum total of physical, functional and emotional values. Brand position
helps it to relate to a consumer need in specific need the terms.

27. PACKAGING:-
Until recently packaging is considered as a minor element in
product planning, but now it has become a integral part of product
itself. Packaging acts as a major means of creating product preference.
It is a vehicle by the which the brand of the product is carried
to the consumer. It is a powerful selling tool.
It can be defined as the general group of activities in product
planning which involves the designing and producing the container or
wrapper for a product.
BRAND NAME:-
Brand name Is a part of brand consisting of a word, letter and group of
words are letters comprising a name which is intended to identified the goods
or services of a seller or a group of sellers and to differentiate them from
those of competitors.
BRAND MARK:-
A mark is the part of the brand which appears in the form of symbol,
design or distinctive colouring or lettering.

28. 2.1 OBJECTIVES
• To identify factors influencing brand preference among the
customers.
• To find the level of brand preference apart from competitors
products.
• To suggest the strategies to be improved for capturing the
high market share.
• To find out the impact of advertisements on the brand
preference.
• To analyze the customers satisfaction on the brand.
2.2 LIMITATIONS
 Due to time factor the sample size was limited up to 75
respondents only.
 Any study is having of incomplete, wrong information and non
responses took utmost effort so as to minimize such errors.

29. 2.3 METHODOLOGY
This study is based on descriptive one. The sample size for the study is
taken as 75 respectively. The questionnaire method was adopted for collecting
the data, mixed type of questionnaire was used. The pilot study was
conducted with 10 respondents. The responses from the pilot study as well as
from the executives of the company, the changes have been made in the
questionnaire. The revised questionnaire was circulated to collect the primary
data from the customers necessary secondary data was collected from books,
journals, periodicals etc..,

30. 2.4 CHAPTERISATION
Chapter –1 deals with the introduction about the study and introduction
about the organization and review of literature.
Chapter- 2 deals with the objectives, methodology, limitations and
Chapterisation of the study
Chapter – 3 deals with the analysis and and percentage analysis of the
study.
Chapter –4 deals with the findings, suggestions and recommendations and
conclusion of the study.

31. 4.1 FINDINGS
Majority of the respondents 76% were male using branded dress
materials.
Majority of the Respondents 40% at the age group 26 – 30 were
preferred branded dress materials.
Majority of the respondents (29%) were job goers and business
persons.
Majority of the respondents 54% were post graduates preferred branded
dress materials.
Majority of the respondents 38% preferred branded dress materials at
the income level 15000 and above.
Majority of the respondents 60% preferred formal dress materials.
Majority of the respondents 44% were influenced by the factor price to
buy branded product.
Majority of the respondents 44% preferred general showroom as their
place of purchase.
Majority of the respondents 46% purchase the dress materials at the
festival time.
Majority of the respondents 38% were influenced by the attribute style.
Majority of the respondents 52% were affected by the factor price.
Majority of the respondents 31% were influenced by the aspect quality
and style.
Majority of the respondents 52% preferred crocodile product by the
influenced factor friends.

32. Majority of the respondents 32% were in usage of crocodile product
from 8 – 12 months.
Majority of the respondents 35% were impact through the process
friendly response.
Majority of the respondents 35% volume of purchase were two
Majority of the respondents (34%) life of the product were 2 year and
above.
Majority of the respondents 82% were impact by the factor yes.
Majority of the respondents 40% preferred the trait very low price from
other product.
Majority of the respondents 53% were impact by the media magazine.
Majority of the respondents 47% were preferred the payment by cash.
Majority of the respondents 69% level f satisfaction suggest yes.
Majority of the respondents 40% suggest the negative point availability
followed by style 31%.
Majority of the respondents 32% feel effective when compared with
other competitors.

33. 4.2 SUGGESTIONS AND RECOMMENDATIONS
• The brand image of the product is to be increased among the customer by
promoting the product through advertising and reducing the price of the
product
• To increase the sales volume, the company can introduce the factory
outlet rather than exclusive showroom, general showroom.
• The price of the product is high related to the attribute such as design,
Colour, style , the price is to be minimized.
• The product is specially made for creamy people, so the advertising
media also influences the market share of the product.
• As the product is based on the foreign collaboration, the Indian customer
were satisfied in the style rather than the availability

34. 4.3 CONCLUSION
Crocodile product has a global market. Crocodile comes out with 252
products world wide but in India only 20 products are in the market. In India
crocodile imports materials from Singapore, reason for this is there is lack of
sufficient indigenous product.
As far as the price is considered the price at which the product is sold
in the Indian market is more than the European market. So this is the major
reason for the low volume of sales in India. Crocodile products are most
preferred by creamy people followed by few middle class people. Lower
income people do not purchase the product usually.
So, it can be concluded that the prices of the product have to be brought
down in the current financial scenario. So that the company can attract more
and more sales from middle and low class people and can maximize its
market.

35. BIBLIOGRAPHY
1. Beri.D : Marketing Research ,Third Edition, Tata Mc Graw Grill,
Newdelhi, 1993.
2. Philip Kotler : Marketing Management ,Tenth Edition, Phi,
U.S.A., 2000.
3. Sontakki.C.N: Advertising, Second Revised Edition, Newdelhi,
1996.
4. Shh Kazmi, Satish K.Batra : Advertising And Sales Promotion,
First Edition, Newdelhi, 2001.