bsl rekha mem

8/6/2019 BSL REKHA MEM.

http://slidepdf.com/reader/full/bsl-rekha-mem 1/12

COMPANY PROFILE

(BSL Ltd.) established in 1971 at Bhilwara, Rajasthan. Today, BSL has emerged as a

strong global player producing over 12 million meters of fabric every year. BSL is

equipped with state-of-the-art technology. Right from raw material sourcing to product

finishing, meticulous attention is paid to detail at every stage of production.

The birth of Bhilwara Group took place in the year 1961. Its founder Shri Lakshmi Nivas

Jhunjhunuwala, who is also the chairman of the group, is foresighted and dynamic

personality. The group¶s main activities are in textile but they have other products too

like Graphite Electrodes. Group¶s annual sales turnover is around Rs. 1200 crores, out

of which exports sales turnover accounts for Rs. 326 crores.

The group also enjoys prestigious foreign collaboration and technologies of several

world leaders viz. :-

Devanlay of France for cotton knitwear.

Pechiney of France for Graphite Electrodes.

Hydro Quebec of Canada for Hydel Power.

Mehore Energy PIC of UK for Oil Exploration.

Scan Drilling Co.of USA for Oil well drills.



PRODUCTS

SPECIALITY YARNS

� Polyester linen and viscose linen yarns

� Slub yarns

� Neppy yarns

� Superhigh twist yarns

� Poly. / viscose / textured twisted yarn

� Tusser silk blended yarns

� Modal yarns

� Polyester / cotton blended

� Z/z crepe yarns

� Polyamide / polyester twisted yarns

� Tencel / textured twisted yarns

� Carpet yarns

� Castionic polyester blended

� Polymide/wool

� Four-tone effect yarns

� Low pill polyester

� Hydrophilic acrylic

� Viloft blended yarns



COMPTITORS

o Sangam Industry

o Mayur mills

o Aanand Suitings

o Suzuki Suitings

o Siyaram Suitings

o Gwalior Suitings

o Modern Suitings

o Laxmi Suitings

o Manchandi Suiting

MARKETING MIX

MARKETING MIX is the set of marketing tools that the firm uses to pursue its marketing

objectives in the target market. The 4p¶s of marketing mix are as follows:

1. PRODUCT

2. PRICE

3. PLACE

4. PROMOTION



PRODUCT

A product is a bundle of utilities. A product is said to be a firm¶s tangible offer to the

market, which includes the product quality, design, features, branding and packaging.

PRODUCT CLASSIFICATION

Consumer goods: The goods, which are used for personal consumption of consumer,

are consumer goods. The product is cloth.

CONSUMER GOODS

1.Poly viscose

2.Poly wool

3.100% woolen

Industrial Goods: Out put of one industry become the input for another industry.

PRODUCT ATTRIBUTES

(1) Product Quality

The company has received ISO 9002 certificate from Bureau of Indian Standards of

quality systems in December 1994.

This will ensure acceptability of company¶s product in the domestic as well as

international market.

(2) Product Design



Designs are the most powerful competitive

weapon in the company¶s marketing arsenal.

Design is more than skin deep it goes to the very heart of the product. Good design

contributes to the product¶s usefulness as well as to its looks.

The company is marketing different designs continuously according to the need and

trend of the market. Number of times for improving the designs the company also

conducts market surveys. BSL is full aware of market needs by getting consumer

regular feedback.

(3) Product Brand Name

The word brand is comprehensive, in compassing other narrower terms, A brand is a

name and/or mark intended to identify the product of one seller or group of sellers and

differentiate the product from competing product

A brand name consists of words, letter and/or numbers that can be vocalized. A brand

mark is the part of the brand that appears in the form of a symbol, design of distinctive

colour or lettering. A brand mark is recognized by the sight but cannot be expressed

when a person pronounces the brand name Raymond¶s, Grasim, BSL

REASONS FOR BRANDING:

1. For consumers, brands make it easy to identify goods or services. They aid

shoppers in moving quickly through a supermarket, discount house or other retail

store and in making purchase decisions.

2. Brands also help assure consumers that they will get consistent quality when

they record.



3. For sellers, brand can be promoted.

They are easily recognized when displayed in a store or included in advertising.

Branding reduces price comparisons, because brands are another factor that

needs to be considered in comparing different products.

4. Some brand names are so good that they contribute to the success of products,

other are so poor that they are a factor in failures.

PRICE:

The amount of money that a customer pays for the product is known as price. The

company uses the cost based pricing technique; in which the price is set according to

the cost of production with some profit margin.

Pricing Strategy

The company has followed RAPID SKIMMING pricing strategy in which company keeps

its prices high and promotional activity low. The company is still following this strategy.

PLACE:

Place includes the various activities the company undertakes to make the product

accessible and available to target customers.

Beside its own marketing personals the company has fairly extensive setup of area wise

agents, retailers and dealers through out country.

The company is using this network of dealers and retailers for its P/W, P/V and Worsted

suiting. The company appoints dealers in different regions to strengthen its network.



Channels of Distributions

The distribution is done through distributors all over India. Each distributor is assigned a

particular territory. BSL has appointed 21 agents in 21 different territories.

After getting the order they report to the assistant senior manager or deputy senior

manager and in case of CALCUTTA and BANGALORE they report to the regional sales

manager. The distributors deposit securities. The company pays them 3% interest.

In few cases there is a direct transaction between the agents and the retailers the

dealers do not play any significant part in this channel of distributors.

PROMOTION

Promotion included all the activities the company undertakes to communicate and

promote its products to the target market.

Promotion consists of four different components namely:-

A. Personal Selling

B. Advertising

C. Sales promotion

Mills

Agent

Dealers

Retailers



D. Publicity

A. Personal Selling

Personal selling is unique, as it is a face-to-face transaction between a salesman and a

prospective customer. In BSL, total 21 sales officers are occupied as personal selling

officers for 21 different territories.

B. Advertising

Advertising is a paid form of non-personal presentation of ideas, goods or service by an

identified sponsor. BSL aims at effective advertising by placing their aids at the right

place by targeting the right place by targeting the right kind of people. BSL is giving

weight age according to requirement of area of advertisement.

C. Sales Promotion

Sales promotion has been defined as those marketing activities other than personal

selling, advertising and publicity that stimulate consumer¶s purchasing and dealer¶s

effectiveness, such as displays, show and exhibitions, demonstrations and various

non recurrent selling efforts not in the ordinary

D. Publicity



Publicity is non personal stimulation of a

demand for a product, service or business unit by planting commercially significant

new about it in a published medium or obtaining favorable presentation of it on radio,

television or stage that is not paid for by sponsor, BSL has published its product by

placing on sign boards at the HRIDWAR MELA and various other key points.

Market Segmentation:

3 segments ± lower higher middle

2 segment rural urban

Market Targeting

Taking price as consideration the target market should be middle - income group in

areas like Chittor and Bhilwara.

Market Positioning

Media Planning:

BSL should prepare & project its brand through the latest electronic media

advertisement on INTERNET; on popular satellite channels like ZEE TV & SONY TV. It

should also give AD on local City cable.

BSL should make use of print media financial (local & national) newspapers, magazines

(technical, national and international).



Sponsorship of programmers on popular

channels like Siyaram movie no. one etc. should be taken up by BSL also.

It should give advertisement in local newspaper in collaboration with authorized retail

supplier/retailer with its name.

Frequency of advertisement must be increased because that¶s the best way to leave

impact on customer¶s mind.

Brand Image:

The name BSL is the biggest hurdle because the world µBhilwara¶ gives a local touch as

per retailer¶s view.

The brand name should as, so that it helps in making a Brand Image for the company.

The above suggested media planning definitely aims towards the building of brand

image for the company.

Distribution Channels:

BSL should increase its distribution coverage & enter new distribution channels so that

more & regular supply can be made efficiently and effectively.

Distribution channels should be such that the marketing communication is easy to & fro.

USP

In quest of excellence



The processing gives the fabric its final

make up, shade, depth, finish and overall

appearance.

A SWOT ANALYSIS IS THE KEY TO A

SUCESSFUL INDUSTRY

S TRENGTH S :

y Availability of world class technology

y ISO 9002 certification for outstanding export performance

y Strategic location for raw material, Logistic activities

y 100% self Reliability in energy consumption

y Cost competitiveness in variable expenses

W EAKENE SS E S :

y Brand bsl <still to be endorsed in Global Market>

y Product range needs to be expanded to match the growing needs

y A dependency factor of specific customer & markets still exists

y Agency business still accounts a bulk of total sales.

OPPORTUNITIE S :



y Large untapped potential exists in the global market

y Management focus for a more diverse product range for silk sector & new fabric

in fashion

y Growing domestic textile industries

THREAT S :

y Scarcity of semi skilled labour is a problem area

y Small players in the market lead to price wars

y Competition tuff in domestic market

y The company¶s needs to equilibrium strengths n weakness against opportunities

n threats.

y Is the company an overall strong competitive position? If any company analyzes

his SWOT ,that it can continue to pursue its current business or corporate level

strategy, profitable and company can also turn weakness into strength n threat into the opportunities

References:

http://www.bslltd.com/html/

bsl rekha mem

Documents