customer satisfaction

Customer Satisfaction

CHAPTER-1

INTRODUCTION

SDM-IMD-, MYSORE 1


1.1INTRODUCITON

The present Indian economy is characterized by increasing in the

consumption rate. Today Indian market is exposed to a lot of competitions

not only from the domestic player but also global players. The competition in

the market is driving every manufacturer to cut costs and focus on satisfying

the customer which will surely help him retain his market share and also to

enhance it. The customers delight in the business world of marketing today.

All the marketers are oriented themselves towards it.

MARKET

The term market is derived from the Latin word “Marcatus” which

means trade, merchandise or plan of business. It means interaction of the

buyers and sellers in the person or through telephone, telegraph, mail etc.

MARKETING

Marketing is a comprehensive term. It is not a mere exchange of

goods and services. It includes all those activities connected with the process

of identifying the needs of the customer and then organizing the business

accordingly to meet the needs of the consumer.

“Marketing is a social and managerial process by which individuals

and group obtain what they need and want through creating, offering and

exchanging products of value with others”.

“Marketing is the total system of interacting business activities

designed to plan, price, promote, and distribute wants satisfying products and

service, to present and potential customers”.

SDM-IMD-, MYSORE 2


CONSUMER BEHAVIOUR

One official definition of consumer behavior is “The study of individuals

groups, of organizations and the processes they use to select, secure, use,

dispose of products, services experiences or idea to satisfy needs and the

impacts that these processes have on the consumer and society.” This

definition brings up some useful points.

Behavior occurs either for the individual, or in the context of

group (e.g., friend’s influence what kinds of clothes person

wears) or an organization (people on the job make decisions as to

which products the firm should use.)

Consumer behavior involves the use and disposal of products as well

as the study of how they are purchased. Product use is often of great

interest to the marketer, because this may influence how a product is

best positioned or how we can encourage increased consumption.

Since many environmental problems result form product disposal

(e.g., motor oil being sent to sewage systems to save the recycling fee,

or garbage piling up at landfill) this is also an area of interest.

Customer behavior involves services and ideas as well as tangible

products.

The impact of consumer behavior on society is also of relevance. For

example, aggressive marketing of high fat foods or aggressive

marketing of easy credit may be serious repercussions for the national

health and economy.

There are several units in the market that can be analyzed. The main trust

in this course is the consumer. However we will also need to analyze our

own firm’s strengths and weaknesses and those of competing firms. Finally,

we need to assess the marketing environment although we may have

SDM-IMD-, MYSORE 3


developed a product that offers great appeal for consumers a recession may

cut demand dramatically.

WHO IS THE CUSTOMER?

We all think of customers as the people who sit at our tables and pay for

the goods and services purchased but they are individuals in their own right.

They may be business people, tourists, youngsters, retired couples or

celebrities. They cannot be looked upon as an amorphous group – their needs

are different and your service should reflect the.

A customer is the most important person in our business

A customer is a person who comes to us with needs and wants and

it is our job to handle them in a manner that is profitable to

him/her and ourselves.

A customer is not a cold statistics; he/she is a human being with

feelings and deserves to be treated with respect.

A customer is not an interruption to our work – he is the purpose

of it. We are not doing him a favor by serving him, he is doing us a

favor by giving us the opportunity to do so.

CUSTOMER SATISFACTION

Winning customer’s hearts and minds is increasingly important to

customer acquisition and customer retention. It is no coincidence that

customer satisfaction research accounts for much of market research

activities. As competitive advantage and differentiation is achieved through

product innovation and service performance (rather than competing on cost),

it is vital to monitor and manage customer satisfaction levels. Customer

satisfaction is not just about service levels or product attributes. It can be

seen as a function of two main components:

SDM-IMD-, MYSORE 4


Perceptions of product and service levels received

Expectation of product and service levels

Customer satisfaction is therefore concerned with service delivery/product

performance and expectation management.

Customer Satisfaction research delivers key benefits:

Understanding the underlying drivers of satisfaction

Identification of trigger points where satisfaction management is

most needed

Prioritizations of action areas (minimum input of maximum return)

Identification of customer-supplier interactions, internal processes

and departments most likely to cause satisfaction/dissatisfaction.

Impact on loyalty and propensity to recommend; a vital bottom

line measurement

SDM-IMD-, MYSORE 5


CHAPTER-2

REVIEW OF RELATED LITERATURE

2. LITERATURE REVIEW

SDM-IMD-, MYSORE 6


CUSTOMER SATISFACTION:

The current global business environment is extremely competitive.

Today’s’ consumers are more than willing to switch form supplier to supplier

in search of better service or courtesy. To attract and retain customers,

effective organization need to focus on determining and then providing what

their customers want and values. Advertising, market positioning product \

service imaging, discounting, crises handling and others and other methods

of attracting the customer attention or not enough.

Understanding the customer needs and expectations is essential to

winning new business. An organization must give its customers a quality

product or service that meets their needs at a reasonable price. Which

includes on time delivery and outstanding services: to attain this level,

organization needs to continually examine their quality system to see the

responsive to ever changing customer requirements and expectations.

The most successful TQM program s begins from defining quality

from the customer’s perspective. Quality means meeting or exceeding

customer’s expectations. Dr. Deming added that quality also means

anticipating the future needs of customers. Customer satisfaction, not

increasing profits, must be the primary goal of the organization.

DEFINITION OF CUSTOMER SATISFACITON

PHILIP KOTLER defines customer satisfaction as follows:

“Satisfaction as a person’s feelings of pleasure or disappoint from

comparing a product’s perceived performance in relation to his or her

expectations”.

SDM-IMD-, MYSORE 7


Brown defines customer satisfaction as ‘the state in which customer

needs, wants and expectations throughout the product or service life are met

or exceed resulting in repeat purchase, loyalty and favorable worth-of mouth.

According to JONES and SESSER, four basic element effect customer

satisfaction. They are: the basic elements of products and service, basic

support services, a recovery process for counteracting bad experiences, and

extraordinary services. There are many definitions of key elements of

services, but this one is considered appropriate in the context of care of after

sales services.

Customer satisfaction is the difficult concept to define. However, the

following ideas are usually considered to be fundamental in achieving

customer satisfaction.

The product or service must meet the customer needs, wants and

expectations for quality and functionality. It doesn’t matter how

much advertising is done or after sales service provided. Service

delivered by an unenthusiastic, moody employee will leave the

customer felling let down.

Sales and promotional activities need to create a positive experience

for the customers.

For example, the attitudes of employees to make contact with

customer should be positive and professional.

After sales service should also be positive and appropriate (e.g. user

training, help lines, servicing). Customers often needs re assurance

after they have bought something that they have made the right

choice, or help in using the product properly.

Customer satisfaction seems simple enough and yet it is far from simple,

it is not an objective statistic but more of a feeling or attitude. Although

certain statistical patterns can be developed to represent customer

SDM-IMD-, MYSORE 8


satisfaction. It is best to remember that people opinion and attitudes are

subjective by nature.

Because customer satisfaction is subjective, it is hard to measure. There

are so many facts to the customers experience with a product or service that

need to be measured individually to get an accurate total picture of customer

satisfaction.

Errors can occur when customer satisfaction is simplified too much.

Since customer satisfaction is hard to measure, the measurement often it’s

not precise. As with more there is variability among people and often with in

the same person at different times. Often, due to the difficulty of measuring

feelings. Customer satisfaction strategies are developed around clearly stated,

logically customer opinions and the emotional issues of a purchase are

disregarded, and this can be costly mistake.

Customer satisfaction should not be viewed in vacuum, for example, a

customer may be satisfied with a product or service and therefore rate the

product and service. Highly in a survey, and yet that same customer can buy

another product or service. It is of little benefit to understand a customer

views about a product service if customer’s views about the product or

service are not understood. The value customer place on one product

compared to another may be better indicator of customer loyalty.

DIFFEREENT KINDS OF CUSTOMER

There are two distinct types of customers external and internal. An

external customer can be defined in many ways, such as the one who uses the

product or service, or one who influences the sale of the product or service.

An external customer exists outside the organization and generally falls

into 3 categories: current, perspective and lost customers. Each category

provides valuable customer satisfaction information for the organization.

SDM-IMD-, MYSORE 9


Each employee in the organization must know their job enhances the total

satisfaction of the customer and to gain ones.

An internal customer is just an important. Every function, whether it be

engineering, order processing or production, has an internal customer – each

receives a product or service and in exchange, provides a product or service.

Every person in a process is considered a customer of the preceding

operation. Each worker’s goal is to make sure that the quality meets the

expectations of the person. When that happens throughout the manufacturing

sales and distribution chain, the satisfaction of the external customer should

be assured.

DIFFERENT CATEGORIES OF CUSTOMER’S

Individual customers:-

In certain circumstances it may be important to ascertain whether individual

customer are on their own out of choice or whether they are actively wishing

to socialize. For example, a long holiday maker might be actively in search

of solitude or desperate to socialize.

Group of customers:-

Group often pose a challenge due to the increase numbers and diversity of

needs involved. For example, serving a party of forty diners in a restaurant as

a same time is likely to be more challenging to the staff concerned that

dealing with similar numbers arriving in smaller groups over the course of an

evening.

SDM-IMD-, MYSORE 10


CUSTOEMRS OF DIFFERENT AGES:

These can be split into 2 broad categories – children and adults but even

within these groups, there can be significant differences in terms of needs.

Teenagers, for example, are often sensitive about being banded together with

much younger children. Older people have different expectations of and

attributes to customer service than younger people.

Customer’s form different cultural backgrounds:

Cultural backgrounds can have a significant influence on people

tastes, preferences and opinions and this may well have an impact in terms of

their needs and expectations as customer. However, it is important to not to

make assumptions based upon generalized assumptions or cultural stereo –

types as this like to cause offence.

Customers with specific needs

This category covers a wide area of different needs, from people

requiring wheel chair access, those with sensory disabilities people with

young children, to people with particular dietary requirements. They may

require a moral tailored service but it is important that their needs are created

for sensitivity to avoid making customers feel self conscious or a nuisance.

TRADE CUSTOMER:

It is important to remember that many businesses do not deal with the

public directly but have other businesses as their customers. These customers

will also have a variety of needs, ranging from specialist advice, advice and

assistance with promotion and after care service to trade discounts and free

gifts and corporate entertainment.

SDM-IMD-, MYSORE 11


WHY CUSTOMER SATISFACTION IS IMPORTANT

The modern business environment is characterized by increasing

competition (and therefore increasing customer choice) due to trends such as:

Greater freedom of international trade and globalization markets.

Increasingly customer confidence in complaining.

Are no longer the preserves of local or national companies who can

afford to be complacent about their customers.

E-Commerce and interest marking- businesses can reach customers

around the world every minute of the day.

De-regulation of markets (i.e., allowing new entrants to markets

previously run by monopolies).

SDM-IMD-, MYSORE 12


CHAPTER-3

INDUSTRY PROFILE

SDM-IMD-, MYSORE 13


3. INDUSTRY PROFILE

History of Textile or cloths can be drawn back to the dawn of

civilization as understandable. Textile word comes from Latin

“textiles” which means women. The term comes from verb texture “to

weave” in textile since, however a textile is freely defined as any product any

product made from fiber.

People no longer buy cloths to keep their body warm and cozy. They

buy them because of the way fabric makes them feel masculine, feminine,

young, glamorous, different etc. buying cloths has become an emotional

experience. Business of textiles market now is selling excitement rather than

clothing.

It is well known that textile industry is one of the oldest and the largest

industry in the world. From ancient eras until the eighteenth century, all

fabrics were constructed and decorated by hand weaving which was

organized at home or in small workshops. Some artist weavers of those

centuries achieved great skills and many surpassed such beautiful examples

as oriental carpets and rags, huge tapestries, porting intricate scenes and early

Coptic textile, now hang in museum all over the world as measured exhibits.

Textile industry represents the rich culture, tradition, heritage

and economic well-being of country with diversified range and versatility. At

the same time industry is competitive enough to fulfill different demand

patterns of domestic and global markets.

Textile Industry in India

India Textile Industry is one of the leading textile industries in the world.

Though was predominantly unorganized industry even a few years back, but

the scenario started changing after the economic liberalization of Indian

SDM-IMD-, MYSORE 14


economy in 1991. The opening up of economy gave the much-needed thrust

to the Indian textile industry, which has now successfully become one of the

largest in the world.

Textile industry in India provides great contribution for the development

of economy. It is the second largest industry in the world after china. It

provides ample employment opportunities to people belonging to all classes.

After agriculture this provides employment to maximum number of people in

India employing 35 million people.

India textile industry largely depends upon the textile manufacturing and

export. It also plays a major role in the economy of the country. India earns

about 27% of its total foreign exchange through textile exports. Further, the

textile industry of India also contributes nearly 14% of the total industrial

production of the country. It also contributes around 3% to the GDP of the

country. India textile industry is also the largest in the country in terms of

employment generation. It not only generates jobs in its own industry, but

also opens up scopes for the other ancillary sectors. India textile industry

currently generates employment to more than 35 million people. It is also

estimated that, the industry will generate 12 million new jobs by the year

2012.

India textile industry is one of the leading in the world. Currently it is

estimated to be around US$ 52 billion and is also projected to be around US$

115 billion by the year 2012. The current domestic market of textile in India

is expected to be increased to US$ 60 billion by 2012 from the current US$

34.6 billion. The textile export of the country was around US$ 19.14 billion

in 2006-07, which saw a stiff rise to reach US$ 22.13 in 2008-09. The share

of exports is also expected to increase from 4% to 7% within 2012.

Following are area, production and productivity of cotton in India during the

last six decades.

SDM-IMD-, MYSORE 15


“If there is any industry, which is truly representative on India in all its

hues, contracts unity, conflicts, history and enterprise hard work”- it is the

textiles.

The very first textile mill was started in India in 1854 with the

establishment of Bombay spinning and weaving mills. Till 1920 the total

extension of textile industry was concentrated around Mumbai but gradually

it spread all over India. A major role is being played by textile industry

constitutes around 9% of GNP, and the export of textile constitutes 35% of

the total export earnings.

Looking at the ancient history from the economies, social or simply

physical angles and comparing it to the way it operates, elsewhere in the

world one cannot fail to how in this country. Be it in the Vedic, mogul,

British or the current democratic era, our textile industry has not only drawn

rich lessons from each of them extensively, but also has even kept pace with

the changing times.

Presently the Indian textile has grown at phenomenal pace and today it

accounts for 25% of the total exports from the country. Similarly, the RMG

export sector is the thrust area of export contribution, up to 8% of total

export from India.

Today when the nation is facing financial crisis, the role of the textile

industries become more important in increasing export from the country and

earns valuable foreign exchange. More than one core of persons are

connected with textile industry and earns their livelihood. It constitutes 25%

to country’s industrial production.

SDM-IMD-, MYSORE 16


Current Facts on Indian Textile Industry

India retained its position as world’s second highest cotton producer.

Acreage under cotton reduced about 1% during 2008-09.

The productivity of cotton which was growing up over the years has

decreased in 2008-09.

Substantial increase of Minimum Support Prices (MSPs).

Cotton exports couldn't pick up owing to disparity in domestic and

international cotton prices.

SDM-IMD-, MYSORE 17


CHAPTER-4

COMPANY PROFILE

SDM-IMD-, MYSORE 18


4. COMPANY PROFILE

4.1 BACKGROUND AND INCEPTION OF THE COMPANY

The S.Kumar’s Group was set up in 1948 by Sri. Abhaya Kumar, S.

Kaslival and Sri. Shambhukumar S. kaliwal. It has been a forerunner in the

industry for the last five decades and is regarded as one of the most reputed

business houses in the country. The group established the S. Kumar’s brand,

they set up a nationwide distribution network in the 1960’s, a first textile

companies to have ushered in the widespread use of polyester and polyester

blends in the country.

Reid & Taylor (India) Ltd. is a subsidiary of SKNL. Synonymous with

British tradition, Reid & Taylor has been styling the world's elite for over

170 years. It all began in the 1830's with Alexander Reid, an enterprising

Scottish gentleman, embarking on a journey to make his vision a reality.

Using locally available Cheviot wool he created Cheviot cloth that soon

caught on the fancy of the landed gentry. As the clientele and reputation

grew, he was joined by financer Joseph Taylor. Thus, began the enduring

partnership of creating finest cloths in the world, which today is better

known as Reid & Taylor. Reid & Taylor continues the journey to create the

finest fabric passionately and has thus carved out a distinguished name for

itself in the industry.

Reid & Taylor was launched by SKNL in India in 1998 with the

inauguration of a state-of-the-art fabric plant at Mysore. The discerning

consumers in India now can experience international-quality garments in

their own cities and towns. Today, Reid & Taylor has emerged as a leading

brand in the worsted suiting segment.

SDM-IMD-, MYSORE 19


Reid & Taylor is the first brand in India to offer both fabrics and apparel

under one label. The fine quality of garments and sharp styling has created a

space for itself in the customer’s mind.

The apparel range includes formal and casual daywear suits, jackets, trousers,

shirts ties and accessories along with a wide selection of T-shirts, jeans, and other

weekend wear. Produced by Reid & Taylor at a dedicated facility in Bangalore, the

apparel range upholds the finest tradition of quality and cuts in outfitting.

1948 Textile business founded.

1960 Pioneered the use of the S Kumar’s brand name in the textile trade

1970 Established a nation wide distribution network.

1980 Established textile manufacturing facilities at various locations.

1990Consolidated the Group’s textile business by establishing S Kumar’s Synfabs ltd as

the flagship company for textile business.

1995 Technology and Marketing collaboration with Reid & Taylor of Scotland.

1996Acquired a stake in Reid & Taylor of U.K, thereby acquiring usage of the Reid &

Taylor brand name for the worsted fabrics range.

1999Commissioned a state –of – the – art worsted computer near Mysore – One of the

best in the world.

2000 Setting up the most modern computer for high value fine cotton fabrics launching

“Ready to wear” apparels.

Environment Policy

SDM-IMD-, MYSORE 20


1. Use of eco- friendly dyes and chemicals.

2. Integrated Effluent Treatment Plant; discharge maintains Greenbelt

spread over 1, 15,000 square meters, comprising over 2000 trees.

3. Substantial water conservation through reuse of 300 KL/day (out of total

requirement of 750 KL/day)

4. Rain water harvesting in use. Adhering to all State Pollution control

Board norms. ISO 14001 Certified Environmental system Management.

Quality Policy

1. They are committed to be a world-class company by consistently

designing and manufacturing suiting’s to the highest standards and

customer expectations.

2. They shall operate in a just and ethical manner, providing opportunity

to employees and associates to realize their potential to the fullest

extent.

3. They are committed to comply with ISO 9001 and for continual

improvement of the Quality Management System (QMS).

Human Resources

Competent, experienced team led by technocrats with average industry

experience of 30 years.

Right mix of youth and experience.

Work force of over 1100 persons

a) 14 team leaders with 92 second – line managers

b) 96 officers, 51 junior officers and 30 trainees.

c) 808 workmen.

Team trained in house for greater productivity.

Team Reid & Taylor is respected across industry for innovation and

productivity.

SDM-IMD-, MYSORE 21


Cordial employee relations and adequate training provided to enhance

skills sets.

4.2 NATURE OF THE BUSINESS CARRIED

Reid and Taylor Industry belong to the allied group of the United

Kingdom and have a heritage of over 150 years of excellence in the fabrics

business. The Reid and Taylor product range is synonymous with hi-fashion

premium clothing and superlative fabrics in the segment and the company is

widely recognized as a world leader in fabrics for menswear.

With a plan for a major thrust in global textile markets, S. Kumars forged

a strategic tie-up with Reid and Taylor. As alliance, S. Kumars has made

available to the Indian market a range of the world’s highest quality fabrics

confirming to Reid and Taylor specifications.

Reid and Taylor project is an Rs.245.71 corers project, envisaged as

India’s most modern, best equipped and completely world-class fabric

manufacturing facility. The Reid and Taylor is the brand focused towards the

premium segment associated this brand with the icon of James Bond, Reid

and Taylor had successfully promoted itself in the Indian sub- continent, a

powerful multimedia blitz and had firmly established Reid and Taylor as the

brand for people with class and style. Maintaining, synergy across brands

and their markets is the centralized brand management department. Through

this focus, the company continuously initiates new brand management

strategies with the aim of maintaining brand dynamism in a competitive

market scenario.

The Reid and Taylor started its commercial production in the month of

December 1998 with a production capacity of 50 lakhs meters per annum.

The plant has 12,960 spindles and a captive power generating capacity of

SDM-IMD-, MYSORE 22


7MW. All the machineries are imported from Germany, France, Italy,

Switzerland and England. The range of products varies from medium to

higher range. The 25% of its production is exported to foreign country like

U.K., middle-east, Japan and U.A.E., etc.

Over 1500 (approximately) design both export and domestics are being

offered with blends of polyester wool 65:35, 40:55:45 and 100% wool.

The company has provided employment opportunity to 1,200 workmen

including staff and indirect employment to about 200 persons. The workmen

are employed as company apprentice or training period of 2 years and over

95% of the workmen are recruited from in and around Nanjangudu and

adjoining villages. Effluent treatment plant in textile industry for the usage of

water per day of various processing. In their effluent treatment plant 100% of

industry effluent is treated and after the treatment the treated effluent is used

for gardening, Negotiation etc... The plant in fact is a zero discharge plant.

4.3 MISSION STATEMENT

SKNL aims to be a model company incorporating the best work ethics

and corporate governance. The company’s mission is to grow extensively

without compromising on quality. It aims to be amongst the top 3 players in

every area of operations. It benchmarks achievements against international

quality standards and every milestone achieved as the stepping- stone to the

reach zenith.

The company continues to pursue growth both organically and

inorganically to contribute to the development of the Indian Economy.

SKNL believes in fair play, thereby creating value for its stake holders,

employees and customers to maximize shareholders value. Instilling in its

employees, the need to offer best products and services to its consumers,

SDM-IMD-, MYSORE 23


SKNL has created a world class enterprise managed by seasoned

professionals.

SKNL will continue to operate in all product categories catering to

different segments of the market.

To blend modern technology with traditional values in our

endeavor to be a word class Indian Company global.

To provide every opportunity to our business associates and

employees to realize their potential to their fuller extent.

To pursue our goals in just and ethical manner.

To ensure the consumer remains the focal point of all our

activities by offering him high value for money.

Business Objectives

To be India’s leading textile group and a world class entity.

To continue and expand the position in uniforms and workday

materials.

To consolidate and expand the position in shirting’s and pants.

To enter made-ups and value added products.

To expand exports to 20% of group activity.

To enter relating of apparent and soft goods country wide in a

big way.

To become a global player in textile.

4.4 PRODUCTS/ SERVICE PROFILE

SDM-IMD-, MYSORE 24


In 1830’s Alexander Reid an enterprising Scottish gentlemen had a

vision. Using locally available cheviot wool, he created cheviot cloth that

soon was favored so much that he invited financier Joseph Taylor to join

him, creating an enduring partnership that is known as Reid and Taylor. The

mill won accolades and gold medals for its quality of fabric. It was and is in

this pursuit of developing some of the finest cloth in the world that the Reid

and Taylor have carved a very distinguished name for itself.

Reid and Taylor exquisite clothes are made from the best wool in the

world including Australian merino, lambs bale, the rare blue Ross- shire

cheviot, Chinese Kashmir and most recently the incredible New Zelandbred

Escorial. The Escorial wool today is so rare that Reid and Taylor make only

200 meters of this fabric- and always only on order. In June 1999 while the

cricket world cup was on, it was India’s textile market that had caught the

fever. After more than 20 years there was a new player in the worsted

market. In million years of homes across the country, it was Reid and Taylor

that eye from the many ads that were being aired. And the reason was Bond.

“James Bond”.

However, post the initial success there was some stagnation in the growth

of the brand. The conclusion of brand research by A.C. Neilson was that the

brand needed to reach a wider audience in India. That meant going beyond

metros without losing the premium ness associated with the brand. The

challenge required a brand ambassador, who is a style icon for Indians, is

equally popular with both the masses as well as the elite and has a personally

befitting the brand.

Amitabh Bachchan clearly fits this role. In fact the deliberation phase,

other names, too, was discussed but none was found to be as appropriate.

The choice of Amitabh Bachchan as the new brand ambassador was

unanimous.

SDM-IMD-, MYSORE 25


While it is too early to quantify the result the new campaign, business

associates including the trade are extremely excited about Amitabh

Bachchan’s another example of product innovation is the Reid and Taylor

poly viscose range. Virtually crease proof, it aims at increased convenience

and includes quality such as ‘Zephyr’, ‘pearl’, ‘Mistral’, and ‘Vogue’.

Market

The fabric market for menswear in India primarily comprises of poly

viscose (PV) and poly wool ‘suiting’ fabric. While no retail audit has been

conducted so far, industry estimates project the market in three main

segments.

At the top end the worsted (poly wool) segment is estimated Rs. 12

billion while the total poly viscose market is projected at Rs. 80 billion of the

total PV market the branded segment account for Rs.20 billion while the

unbranded is worth approximately Rs.60 billion.

Typically in India, unlike most developed countries, fabric is retailed

across the counter. This is because custom tailoring in India significantly

cheaper than in developed countries and the ready-to-wear segment is still

not fully geared up.

Reid and Taylor (a Scottish brand, based in Langholm) launched its

Indian chapter in 1998 by setting up the state-of-the art plant at Mysore. This

meant that international quality was now available customized for Indian

conditions. This new initiates brought about renewed excitement in the

worsted industry that was stagnating pre- 1998. The launch of Reid and

Taylor is considered an important landmark in the Indian fabric industry.

SDM-IMD-, MYSORE 26


Today with a sales turnover of Rs.2200 million, Reid and Taylor has

emerged as a clear number two in the worsted segment with an 18% market

share. Reid and Taylor are growing at 25% per annum.

Products

Each bold of Reid and Taylor cloth is still made with the same

painstaking attention to detail and minutiae that was established by its

founders over 170 years ago. The advantages that it enjoys today are the

availability and the innovative use of technology as well as state-of-art

production processes.

Reid and Taylor press them all into service. The brand has been able to

get some of the world’s leading houses as clients – an outstanding testimony

to its policies of design and customization.

Keeping certain factors in mind Reid and Taylor has developed a wide

range of fabrics. Primary amongst these was the need to combat the

misconception that worsted suiting is suitable only for winter. Reid and

Taylor’s research and product development demonstrate that every meter of

fabric produced by it can be worn and maintained with ease in any climate.

With a clear understanding of major user segments and usage

environments, the product offering has been created to exceed customer

expectations, rewriting the rules with dynamic colors, attractive selvedge and

competitive pricing.

A) Fabrics

Reid & Taylor fabrics are acclaimed for their high wear ability, ease of

maintenance, and superior shape of retention. The range includes pure wool

super fine fabrics made from fine merino fleece in high counts like 90s, 100s,

SDM-IMD-, MYSORE 27


& 130s, fabrics in wool / linen and wool / silk, wool/ silk/ polyester and other

blends.

The brand has recently launched high quality fine fabrics that include the

super 230s, machine washable all wool fabrics and 100% cashmere suiting’s

and jacketing fabrics. Reid & Taylor has also introduced blended fabrics like

wool-silk, cashmere-cotton, bamboo-wool (70:30), cotton-wool(70:30) easy

care all wool-high twist and machine washable, for special occasion.

The rare Escorial fabric is the world’s finest naturally grown wool and

has been selected from the finest fleece measuring 16 micron or finer. Its

natural spiral shape traps air and lends a remarkable elasticity, making the

fabric wonderfully light, naturally flexible and stunningly erase resistant.

Reid and Taylor manufacturers a wide range of worsted and premium

suiting’s including:

All wool super fine

Poly wool blends

Wool cashmere blends

Wool linen and wool silk polyester blends

Polyester Viscose blends

Polyester Viscose – worsted

Value added polyester viscose blends

Wrinkle resistant suiting’s

ECOFRESH suiting’s

B) Apparel

SDM-IMD-, MYSORE 28


In the ready to wear segment, Reid & Taylor has launched suits, jackets,

trousers and shirts under the label of Reid and Taylor legends, a range of fine

formal clothing aimed at the premium segment. The Reid and Taylor leisure

comprises.

Linen suits

Cotton trousers

Shirts

T-shirts

Golfing etc.

Promotion

Flying in the face of conversion is a habit with Reid and Taylor.

Launching a worsted suiting brand in the middle of the Indian summer was

considered ‘inappropriate’. Just before the start of the Cricket World Cup in

1999 Reid and Taylor did exactly that. The launch strategy and strategic

association with James Bond. The role out was planned to perfection – the

media strategy and its reach, the advertising support and the radical trade

promotion were all synchronized like a good military campaign. Each

component was designed to ensure optimum utility. The truth is that even

today, after all these years the James Bond blitz is remembered. Customers

immediately connected with the brand position of ‘Bond with the Best’.

Advertising

The advertising campaign had many firsts, including a media strategy

that used television as the thrust medium with press playing a secondary role.

Shorter duration commercials ensured branding and clearly differentiated it

from the other players in the market.

SDM-IMD-, MYSORE 29


Reid and Taylor collaborated with S. Kumar’s launched their fabric in

May 1999. Most of the people were not aware of the product.

Advertisements were making to promote the sales of their product. The

advertising aspect i.e., regarding the advertising of Reid and Taylor is under

taken by the parent company itself. As the company is a recently established

on there is no separate advertising department in the company.

Main objectives of Reid & Taylor behind advertisement are as

follows

To create awareness

Positioning the product in the market

To separate in to the market

To create completion

To overcome the existing completion.

After they have determined their objectives the next question before them

was how to advertise. They choose four main media to advertise the product

that are as follows;

Television

Print media

Hoardings

Sales promotion

After deciding the media in order to create awareness there next aim

was to penetrate in to the market and positioning the product in the market. It

was an important brand, which is already enjoying elite status expect India,

SDM-IMD-, MYSORE 30


and further company put word luxury to put in the image for the product in

upper middle and upper classes people.

The next question arises was who will be the brand ambassador? To

make the image of high value product they search for the right icon. The

problems before them was to select the celebrity or non-celebrity and finally

they shoes “Amitabh Bachchan” as there icon or model they choose this

person because of his class and attitude as, Reid & Taylor is a fabric of class,

as they say “Reid & Taylor” “Bond with best”.

Advertising through Television

After selecting the right icon, they awaited for the right opportunity to

advertise their product. Frequent advertisement were put in the television to

capture the audience in large more and more people come to know about the

product. The advertisement was not only shown in channels like DO and Star

Plus, but also in other regional – channels so that people can be aware of the

product.

As television acts as an important media through which the promotion of

product is done, Reid and Taylor first advertise their product on television to

create awareness among maximum number of people.

Print media

Print media is also one of the media, which helps in reaching the

target audience. As most of the people are not in the habit of watching TV,

Newspapers and other forms of print media acts as their close supplement. In

this regard, Reid & Taylor selected a few of the popular dailies having wide

circulation to put up their advertisements. In the earlier stages, they preferred

full-page advertisements were put-up at the regular intervals. As the

advertisement gained popularity the size of the advertisement was reduced to

SDM-IMD-, MYSORE 31


half a page. Their advertisement was also up in specialized paper like

“Economic Time” and Financial Express”. The advertisement were also

exhibited in magazines like “The Week”, India Today”, “A and M”,

“Frontline” and others.

Outdoor Advertising

Hoardings are structures erected to carry advertisements. This is also

one of the prominent forms of advertisements. Hoardings are cheaper forms

of advertising when compared to TV and print media. Large sized hoardings

in prime locations provide better publicity to the product. Reid & Taylor

have displayed attractive and reasonable larger size hoardings in prime

locations in order to gain the attention of people passing by. The hoardings

exhibited by Reid & Taylor’s are bright and colorful. It carries the

company’s logo along with the slogan “Bond with the Best”

Visual Merchandising

Shop boards are another prominent form of advertising shop boards are

large placards kept at prominent places in front of the shops. They are the

most effective forms of advertisements as they influence the customers at the

point of purchases. The shop boards used by Reid & Taylor are of two types.

1. Glow signboard

2. Posters

The glow signboards use by Reid & Taylor are attractive and colorful,

they are usually hanging boards. The glow signboards used by Reid &

Taylor.

SDM-IMD-, MYSORE 32


Posters are large printed pictures displayed at prominent places inside

the shops. The Posters used by Reid & Taylor are comparatively costlier

when compared to those used by other textile industries. This is one the

promotion strategy of Reid & Taylor to eliminate completion and gain

popularity.

Distribution

The company adopts a three tied traditional form of distribution channel,

it primarily comprises of agents wholesalers and Tag Retailers, apart from

this the company also appoints direct retailers it also has exclusive

showrooms.

The percentage offered is as follows:

Agents - 3 ½ percent on the net sales value

W/S - 25% on e mill + duty 10%

Direct Retailer- 40% to 50% on EX mill + duty 10%

A company sponsored study revealed that Reid and Taylor enjoyed a

high recall (80%) immediately after the 1999 Cricket World Cup. ‘Live like

Bond’ – a nationwide consumer promotion – was held in association with

Reid and Taylor. In fact, agents and retailers have often found customers

asking for the ‘Amitabh-Wala suiting’.

Reid and Taylor have been uniquely positioned as a ‘luxury suiting’,

differentiating it from the other so – called ‘premium’ suiting brands than

available. Blending with the promise of ‘Bond with the Best’ this positioning

has created a unique brand and even today remains distinct and unchanged.

SDM-IMD-, MYSORE 33


In five years so far; the Reid and Taylor range has the width and depth to

meet the growing demand of a mobile India. Today, it is available in more

than 3,000 outlets and through twelve exclusive stores.

Management

The S. Kumars group is managed and direct by two generations of

Kasliwal family, who founded it over fifty years ago. They provide

entrepreneurial dynamism, vision and professional governance to the group;

it has a sharply defined management structure with the team of seasoned

professional is their own right constitutes supervisory board. And is

responsible for identifying growth areas, planning, strategy, farming policies

setting goals, monitoring operations and overseeing other key functions.

The essence of the group’s management stance, quite simply, consists

of a sagacious combination of east and west: a harmonious blend of

technology and tradition, today’s imperatives balanced by yesterday’s values.

Progress is sacrosanct; equally, age-old virtues are scared.

S. Kumars synfabs Ltd

Today India……………

Tomorrow the world…………..

More than 50 years it was founded S. Kumars finds itself among top few

textiles companies in India, with a product mix which embraces virtually

every kind of fabric, from polyester blended suiting’s and cotton suiting’s to

home linen and wool suiting’s, it is also an exporter of many variety of

SDM-IMD-, MYSORE 34


fabrics and will soon emerge as a garment manufacture. It has textile

manufacturing units in Dewas, Ghaziabad, Indore, Mumbai and Mysore wide

distribution network, easily the biggest and organized in India.

4.5 AREA OF OPERATION-GLOBAL/NATIONAL/ REGIONAL

It all began with a small trading company. In 1948, Mr. S.S. Kaslival and

his elder brother Mr. A.S Kaslival set up S. Kumar and company in Mumbai

to trade in textiles. Thereby planning the seeds of what is today, a large

business group with a portfolio of activities ranging from textiles and power

to leisure and information Tech services a diverse conglomerate, unified by a

business.

Philosophy that lays particulars emphasis on fair play, corporate

transparence and professionalism led by two generations of the Kasliwal

family and professionally managed the group is a global player in textiles,

with a growing presence in energy and power, e-commerce, Information

Tech services, leisure, relating, garments, infrastructure development and

Tyres, and is known popularly all over India, simply and successfully as S.

Kumar.

Growing global

The last few years have seen a high degree of growth and diversification

at S. Kumar’s and one of the major thrust areas has been globalization, a

small beginning was made with acquisition of strategic take in Reid and

Taylor, Scotland makers of the world’s most luxurious cloths for men’s

accessories as also open boutique in the U.S, thereby buttressing S. Kumar’s

SDM-IMD-, MYSORE 35


globalization objectives; in addition the group has plans to make several

strategic investments in textiles in Europe, the CIS and U.S and Latin

America.

Perhaps, Asia’s most modern textile facility, setup in association with

Reid and Taylor, Scotland, makers of the world’s most preferred wool

worsted suiting, with an annual production capacity of 5 million miters.

S. Kumar’s began exporting fabrics from India as far back as 1967 on

today export a variety of fabrics, including home lines, chiefly to Europe and

the Middle East; in pipeline are wool worsted and polyester/wool as a part of

its effort to become world players in textiles.

4.6 OWNERSHIP PATTERN

BOARD OF DIRECTORS

DR. A.C SHAH CHAIRMAN

NITHIN S. KASLIWAL MANAGING DIRECTOR

ANIL CHANNA DIRECTOR

A.K.CHOUDHARY

DIRECTOR (NOMINEE OF IDBI)

M.H.KULKARNI

SDM-IMD-, MYSORE 36


ANISH MODI DIRECTOR (NOMINEE OF INDIA

DEBT MANAGEMENT PRIVATE

LIMITED)DENYS FIRTH

VIJAY KALANTRI

DIRECTORS

KUNNASAGARAN

CHINNIAH

DARA .P MEHTA

PRADIPANALAL SHAH

AUDITORS M/S. HARIBHAKTI & CO.,

4.7 COMPETITORS INFORMATION

To understand India’s position among the textile producing countries, it

is necessary to look at its export rates in detail. Although the textile industry

contributes 9% of GDP & 35% of foreign exchange earnings, India’s share in

global exports is only 3% (China 13.75%). Expressed in US dollars, India’s

exports value $10billion, in sharp contrast to China’s $77 billion. While

India is still concerned with its ‘fine tuning’ policy,

China seems to have its sights on a more strategic dimension. It is

believed that China is vacating the ‘commodity’ end comprising yarn & gray

SDM-IMD-, MYSORE 37


fabric, & moving into high value processed fabrics, with sizeable

investments in value added processes. Meanwhile, India is still in the phase

of upgrading at the commodity end. Indeed, an Indian textile delegation has

scheduled a visit to China in March 2002 to scout for business opportunities

in lower value intermediates.

Domestic competitors with their fast moving brands

1. Raymond.

2. Dig jam

3. OCM

4. Dinesh

5. Grasim

Table 1.1 Market Share of Different Domestic Companies in 2011

Percentage

(In %)

Raymond 51

Reid & Taylor 21

Dig jam 9

OCM 5

Dinesh 5

Grasim 2

Others (BSL, J.Hamstede, etc.,) 7

Total 100

Table 1.2 Market Share of Different Domestic Companies in 2011

SDM-IMD-, MYSORE 38


Th

e

market

share

of Reid

and

Taylor brand has been increasing from year to year. It has increased from

21% to 25% from the year 2008 to 2010.

International Competitors

1. Bobby Jones Tehama

2. Cutter & Buck

3. Tommy Bahama

4. Eagle Dry Goods

5. Tricots St Raphael

6. Colonel Littleton

7. American Alligator

8. The Presidential collection

9. Armani

10. City Scarves

11. Enro

12. Peards Gourmet

13. Fly.

4.8 INFRASTRUCTURE FACILITIES

About 40 acres of land purchased for the purpose of setting up a

factory. The production Block is occupying about 10 acres of the area. The

SDM-IMD-, MYSORE 39

Percentage

(In %)

Raymond 60

Reid & Taylor 25

Others (OCM, Grasim, Dinesh, Dig jam) 15

Total 100


supply of electrical power from own DG house wherein 4 generator sets, of

2.5, 2.5, 1, 1, MW totaling 7.0 MW capacity.

The steam to be supplied by two oil fired boilers. The total area covered

for DG sets and Boilers about 3.5 acres. The effluent and the polluted water

form out of the process to be treated in E.T.P, covering an area of about 4

acres. The man power recruitment for the plant is about 900 workers and 300

staff.

The company is guarded 24 hours by 4 security supervisors and 32

guards. The guards are supplied by a security agency from Mysore.

4.9 ACHIEVEMENTS/ AWARDS

Reid and Taylor were launched in Indian in 1998. The worsted

industry was then going through a phase of stagnation and was loaded with a

number of established players.

It was in this delicately poised environment that Reid and Taylor was

launched. The launch, through a strategic association with James Bond,

rekindled excitement in the market. Thanks to instant customer response and

trade support the brand established itself as a leading player in the field.

In 2002, a study conducted by A.C. Nielson revealed that Reid and

Taylor enjoyed a high recall (84%)and was in the top three with an ad recall

of 52% (source A.C. Nielson).

Recent Developments

Reid & Taylor manufactures suit lengths in 100s super fine merino

fleece and superfine polyester, executive wears in 70s wool and polyester

and other popular blends. The composition, too, is more adventurous. ‘Linen

SDM-IMD-, MYSORE 40


Kraft’ is a unique combination of linen with 10%polyester for the unruffled

look. Specially developed for ceremonial wear is ‘Silk Ovation’- a 100% silk

fabric.

Leading fashion trends are ‘Crespo’ and ‘Jet set’ which are both high

twist fabric qualities. These have been developed especially to cater to the

vast number who wants a clean silhouette and shapely drape.

The James Bond film “the world is not enough”. The winners visited the

locations of the film and lived in places where bond stayed. A best windows

Display contest on the Bond theme was also held for retailers. The winners

went to Thailand for a holiday including a visit to James Bond Island.

Making the entire process more involving at the consumer level various

promotions were held where buyers of Reid and Taylor received movie

tickets, VCDs and other gifts. Within a year of launch, Reid and Taylor

become the second most remembered brand in unaided recall. However

certain issues crept up. To identify and address these, the company

commissioned A.C. Nielson to do a national study.

While ‘aspiration’ scores were consistently high, ‘relevance’ and

‘empathy’ were lower than desired. Also in certain non-metros the

‘sophistication’ parameter had led to Reid and Taylor being seen as an

expressive suiting. Immediately after the research, the company developed

alternative solutions. Given the brand’s success in the past with James Bond

it was felt that the brand needed a suitable, high – profile Indian personality.

Amitabh Bachchan, who was finally selected as the brand’s ambassador, had

achieved a brand fit score 9.5.

SDM-IMD-, MYSORE 41


4.10 WORK FLOW MODEL

A) Dying

The raw material what is got is usually white this has to be converted

into different shades dyeing is the process by which the fibers will be dyed in

different shades. There are 3 years of dyeing that is:

SDM-IMD-, MYSORE 42

Dying

Spinning

Weaving

Finishing

Mending


Top dyeing

Fiber dyeing

Yarn dyeing

In top dyeing the raw material that is polyester and wool are dyed

separately and then blended. But in fiber dyeing the fibers is make it is dyed

in yarn dyeing the yarn is dyed in required color. Fibers are dyed in

respective shades keeping in mind the required blend of fabric i.e.55/45,

65/35, 40/60 i.e. polyester and wool are blended in different percentage as

required.

B) Spinning

Spinning is a process where raw materials (polyester and wool) are

converted into yarn.

The spinning process comprises of three-sub process

Re-combining

Spinning preparatory

Spinning

C) Weaving

Fabric is the final main product and weaving is the process of

converting yarn into fabric. Fabric is just interring placement of yarn or

thread in called WARP or ends and transverse threads are called WEFT or

picks. The threads, which have to be separated individually and for this each

thread is drawn through healed eye of the healed and all the healed together

mounted on a shaft and there healed shafts can be mounted on loon where

fabric is made.

SDM-IMD-, MYSORE 43


There are different count spun like 1/24, 1/32, 1/38, 1/48, 1/56,

1/60, 1/70, 1/80, etc. The yarn are said to be twisted into ‘S’ or ‘Z’ twist

depending upon the direction. Clockwise direction of twist is ‘S’ twist and

anti-clockwise of twist is Z twist. The weaving process comprises of 3

different motions on the loom

Primary motion

Shedding

Opening of the warp sheet, the warp sheets have to be lifted as per the

weave to insert the weft. One set of wrap is lifted and the other is kept down.

Picking

In section of weft through open sheet, as soon as the warp sheet opens

one rapier brings weft in the center and the other rapier takes up the weft to

the other end.

Beat-up

Beating weft to the fall of the fabric as soon as the second rapier reaches

and of the fabric, the reed pushes the weft in the direction of the previous

weft and insures the weave of the required thickness.

Secondary Motion

Let off: release of wrap in a fabric the weft should be arranged

uniformly they should not be too tight or loose. After picking the wrap

should advance to accommodate the next pick.

Take up: take a fabric on the roller. This motion corresponds to the

wrap has to have the required tension on the loom. So when the let off

motion takes place the fabric is taken up on the roller.

SDM-IMD-, MYSORE 44


Auxiliary Motion

Wrap stop Motion

When any of the ends break the machine stops the drop wire on the

wrap drops and completes a circuit tripping the machine.

Weft stops Motion

The mended fabrics are sent finishing. This is the process by which

the fabric attains its own handle; aesthetic feel comforts etc. for this different

chemical heat treatment are given. First of all the fabrics will have protruding

fibers. A process called SINGEING removes these. Then the fabric has to be

washed to remove dust, stains, and tint and to make it clean.

When the weft breaks the machine stops in case of ample the yarn

is wrapped on a Suzuki machine. After the completion of wrapping, the beam

is taken to the weaving section where it is drawn manually, it is then fixed on

the loom and the sample fabric is woven.

D) Mending

The purpose of the marketing department is to identify and mend the

faults/defects encountered in the fabric after weaving. The fabric is inspected

in detail on the tables by the menders and the fault if mendable is mended

after this one more check is done on the fabric, on the grey perch to check for

any mendable fault. From here the fabric is given to the finishing department.

E) Finishing

SDM-IMD-, MYSORE 45


The mended fabrics are sent finishing. This is the process by which

the fabric attains its own handle; aesthetic feel comforts etc. for this different

chemical heat treatment are given. First of all the fabrics will have protruding

fibers. A process called SINGEING removes these. Then the fabric has to be

washed to remove dust, stains, and tint and to make it clean.

4.11 FUTURE GROWTH AND PROSPECTS

A bird’s eye view into distant horizons

The future plans includes expansions of home linen and terry towel

production jointly with an oversees company and the including of Denim,

industrial fabrics knit wear in the groups products range, as well as garments

and fine cotton fabrics. A special facility to produce fine cotton is planned to

build near New Delhi.

4.12 McKINSEY’S 7s FRAME WORK

The 7S framework has first appeared in the book “The Art of Japanese

Management” by Richard Pascal and Antony Athos in 1981. The two authors

were looking at how Japanese industry had been so successful, at around the

same time Tom Peter and Robert waterman were exploring what made a

company excellent. The 7S Model was born at a meeting of the four authors

in 1978. It then appeared in the book “In search of Excellence” by Peters and

Waterman in 1982. Subsequently, it was taken up as a basic tool by the

Global Management Consultancy Company Mc Kinsey to diagnose the cause

of organizational problems and to formulate programs for improvement, then

on it became famous as Mc Kinsey 7S Model.

The 7-S-Model is better known as McKinsey’s 7’S. This is because

the two person who developed this model. TOM peter & Robert waterman

have been consultants at McKinsey’s & Co at that time. They published their

SDM-IMD-, MYSORE 46


Books “The Art of Japanese management” and “In search of the difficulties

of organization changes”. The model shows that the organizational immune

systems and many interconnected variables involved makes change Complex

and therefore an effective change effort must address many of these issues

simultaneously.

What is 7-S-Model?

The seven-S are a framework for analyzing organization and their

effectiveness. It looks at the seven key elements that make the organizations

successful, or not. i.e., Structure, Skills, Style, Strategy, Systems, Staff &

Shared values.

Work for Analyzing and improving organizations

“Seven-S” formula- A comprehensive guide is to analyze the Culture

and Behavior of Corporations.

Those seven elements are distinguished in so called hard S’s and soft

S’s. The hard elements (green circles) are feasible and easy to identify. They

can be found in strategy statements, corporate plans, organizational charts

and other documentations.

The four soft S’s however, are hardly feasible. They are difficult to

describe since capabilities, values and elements of corporate culture are

continuously developing and changing. They are highly determined by the

people at work in the organization. Therefore it is much more difficult to

plan or to influence the characteristics of the soft elements. Although the soft

factors are below the surface, they can have a great impact of the hard

Structures, Strategies and Systems of the organization.

SDM-IMD-, MYSORE 47


A Systematic approach to improving organization:

The 7-S Model is a tool for managerial analysis and action that

provides a structure with which to consider a company as a whole, so that the

organization’s problems may be diagnosed and a strategy may be developed

and implemented.

The McKinsey 7-S frame work should be through of as a set of seven

compasses. When the needled are aligned, the company is “Organized”.

When they are not, the company is not really organized even if its structure

looks right.

SDM-IMD-, MYSORE 48


Those seven elements are distinguished in so called hard S’s and soft

S’s. The hard elements are feasible and easy to identity. They can be found in

strategy statements, corporate plans, organizational charts and other

documentation.

1. Strategy:

Strategies are the actions a company plans in response to or

anticipation of changes in its external environment. It also includes purposes,

Mission, Objectives, Goals and major action plans and polices.

Some of the strategies of Reid and Taylor as follow,

Customer oriented

Attracting and retaining customers

Uses non-traditional marketing strategy

Behavioral psychology

Used young population as strategic blessings

Movie centric promotions

Two time offers are provided in a year

More organized floors

Employee oriented

Consider biggest assets

Employee welfare

SDM-IMD-, MYSORE 49


Employee growth /training programs

The employee suggestion plan

Standardization of staff room

up gradation for education

2. Style:

The leadership style of Reid & Taylor is flat in nature. For Reid &

Taylor, the divisions are dying, spinning, weaving, mending, finishing. For

management Finance, Marketing, Human Resource, Purchasing departments

are created separately which works independently.

3. Structure:

In general structure is referred as the framework in which the activities

of the organization’s members are coordinated. The four basic structural

forms are the functional form, divisional structure, matrix structure and

network.

Some of the structures of various departments of Reid and Taylor are as

follows,

SDM-IMD-, MYSORE 50


Structure of Finance Department:

SDM-IMD-, MYSORE 51

Unit Head

Head Commercial

Commercial Manager I [Capital

Equipment]

Commercial Manager II [Co-

ordination & License]

Finance Manager [Accounts]

Finance Manager [MIIS]

Finance Manager

[Costing]

Finance Manager

[Bank & Treasury]

Finance Manager

[Bill Passing]

Finance Manager

[Imports & Exports]


Quality Assurance Department:

4. Skills:

Skills refer to the fact that employees have the skills needed to carry out

the company’s strategy. Skills can be acquired by Experience, Training and

Development – it ensures people known how to work and stay update with

the latest techniques.

SDM-IMD-, MYSORE 52

QA - HEAD

QQA Manager 3

EMS (Environmental Management Services)

QMS Manager


Certain standard skills are required in employees in order to perform or

carry out the company strategy. Reid & Taylor gives more stress on quality

of the brands. In order to maintain better quality there will be two sessions

for continues improvement for the skill up gradation. Main intension is

continues improvement in products and processes.

Following are the different skills, which the employee should possess at

different levels of Organization:

o Basic Skills: Developed capacities that facilitate learning and

rapid acquisition of Knowledge for the purpose of Active

learning, Listening, Speaking, writing, Critical thinking.

o Complex Problem solving Skills: Developed capacities used

to solve ill-defined problems in complex, real-world settings

for the purpose of Complex problem solving.

o Resource Management Skills: Developed capacities used to

allocate resource efficiently for the purpose of Management of

Financial, Personal and Material Resources and Time

Management.

o Social Skills: Developed capacities used to Work with people

to achieve Goals for the purpose of Coordination, Instructing,

Negotiation, Persuasion, service orientation and social

perceptiveness.

o System Skills: Developed capacities used to understand,

monitor and improve socio-technical system for the purpose of

Judgment and decision making, System analysis and

Evaluation.

o Technical Skills: Developed capacities used to Design, set-up,

operate and correct malfunctions involving Equipment

SDM-IMD-, MYSORE 53


Maintenance, Selection, Installation, operation Monitoring and

Analysis, Programming, Repairing, Trouble shooting and

Technology Design.

Training:

According to Flippo “Training is as act of increasing the knowledge

and skills of an employee for doing a particular Job”

ON THE JOB TRAINING: For Fire Fighting, Cutting machine

Setting, Grinding, Turning, Milling, Regeneration process, Heater Operation,

Crane Operation.

OFF THE JOB TRAINING: For Effective communication, safety

about chemical, housekeeping, tank chemicals and its safely, safety, basic

hydraulic, ISO internal auditors course, handling storage and preservation,

manufacturing strategy and communication skill, ISO documentation,

supplier development.

5. Systems:

In general systems refer to “The formal and informal procedure,

including innovation systems, compensation systems, management

information systems and Capital allocation systems that govern everyday

activity.

Systems in the 7S framework refer to all the rules, regulations and

procedures both format and informal that complement the organization

structure. It includes all the processes and information flows that link the

SDM-IMD-, MYSORE 54


organization together, consisting of management information system,

production planning and control systems, cost accounting procedures, capital

budgeting systems recruitment, training & development systems, planning &

budgeting systems, performance evaluation systems.

6. Staff:

A STAFF MEANS a group or team formed to carry out a particular

function or a task. That the company has hired able people trained them well

and assigned them to the right jobs. This is done by the process of Selection,

Training, Reward and Recognition, Retention, Motivation and assigning to

appropriate work are all key issues. Here in the Reid & Taylor there are

‘’’’’’ permanent employees and ‘’’’’ temporary employees, and are classified

by giving grades on the basis of the seniority and superiority in the company.

7. Shared Values:

Shared values are what engender Trust and link an organization together.

Shared values are also the identity by which an organization is known

throughout its business areas. Thus, some of the values that are shared

by both the employees and the management at big bazaar are as follows

Product and service quality

Productive efficiency

Team work concept

Customer satisfaction

TPM (Total Productive Management)

TQM (Total Quality Management)

SDM-IMD-, MYSORE 55


4.13 SWOT ANALYSIS

SWOT analysis is the technique, which is used for identifying the

company Strength, Weakness, Opportunity and threats.

SWOT analysis not only result in the identification of a corporation’s

distinctive competencies, the particular capabilities and resources that a firm

possesses and the superior way in which they are used.

But also in the identification of opportunities, the firm is not currently

able to take advantage due to a lack of appropriate proven to be the most

enduring analytical technique used in strategic management. This reflects an

important issue facing strategic managers should we invest more in our

Strength’s to make them even stronger or should we invest in our weakness

to make them competitive.

Strengths

Vast textile production capacity

Large pool of skilled and cheap work force

Entrepreneurial skills

Efficient multi-fiber raw material manufacturing capacity

Large domestic market

Enormous export potential

SDM-IMD-, MYSORE 56


Very low import content

Flexible textile manufacturing systems

Weaknesses

Increased global competition in the post 2005 trade regime under

WTO

Imports of cheap textiles from other Asian neighbors

Use of outdated manufacturing technology

Huge unorganized and decentralized sector

High production cost with respect to other Asian competitors

Opportunities

Could develop new products.

Local competitors have poor products.

Profit margins will be good.

End-users respond to new ideas.

Could extend to overseas.

Threats

Legislation could impact.

Environmental effects would favors larger competitors.

Existing core business distribution risk.

Retention of key staff critical.

4.14 LEARNING EXPERIENCE

SDM-IMD-, MYSORE 57


Project training created a sensory impression in my mind putting across

what actually is an organization and how it operates to serve the public along

with the fulfillment of their objectives. This sensory impression guide in

production units theoretical concepts. The Management concepts were

difficult to analyze. But, after plant training me felt empowered with

confidence and understood different management concepts in pragmatic

manner.

I came to know the importance of different management functions

such as planning, organizing, staffing, directing and controlling which

guide the organization in facing stiff competition from competitors.

I got to know how centralized structure is doing through others and

with others work and things.

I understood the way in which, the workflow model helps in

organizing work by determining authority and responsibility for staff.

I learnt the importance of leadership traits which guide in achieving

personal as well as organization goals.

I came to know how individual should be dynamic in corporate sector

which guides in career planning and development.

I manage to know how information technology and various systems

have reduced the time of an activity and documentation also.

The marketing department bridges the gap between organization and

customer by various promotion tools as well as regular feedback from

customers.

I came across the importance of time management, which helps the

entire organization in meeting delivery dates of customers.

SDM-IMD-, MYSORE 58


I also learned that how quality control and assurance guide the entire

organization in providing quality brands to customer, thereby

improving loyalty from customer side.

At last, I feel that in plant training has shaped my personal skill, talent,

ability, attitude etc. that guide me in contributing to organization as well as

nation by working efficiently and effectively.

CHAPTER-5

RESEARCH METHODOLOGY

SDM-IMD-, MYSORE 59


RESEARCH METHODOLOGY

PROJECT TITLE:

“Customer satisfaction” - A study at Reid & Taylor.

5.1STATEMENT OF THE PROBLEM

The research problem selected in view of this project is to know

customer satisfaction level towards Reid & Taylor products in the

competitive textile market. The growth and success of the organization

depends upon not only its market segmentation adopted, marketing policies,

extent of market research, marketing management, promotional activities,

advertising, combination of marketing mix , but also depends upon customer

satisfaction level to the organization.

As Reid & Taylor is performing better in the market in the recent days

it is necessary for the company to have a feedback report, by analyzing

customer satisfaction level in the competitive market. So it is essential to

make the study more competent and effective in nature and the study aims to

SDM-IMD-, MYSORE 60


find out how is the customer satisfaction level towards Reid & Taylor

products.

5.2OBJECTIVES OF THE STUDY

To find out the customer awareness towards Reid &Taylor products.

To find out the current market position of the company with respect to

its competitors.

To ascertain satisfaction or dissatisfaction of the customers.

To find out the drawbacks and the key areas that needs to be

improved.

To understand the nature and extent of competition that is existing in

present day textile industry.

To analyze and compare the different brands available in the market.

To study various factors influencing customer satisfaction towards

Reid &Taylor fabrics.

To get the suggestion from the customers for any improvement they

want in Reid & Taylor fabrics.

The ultimate goal of the study is to find out the actual customers

satisfaction level and in turn convert non-satisfied customers into

satisfied and delighted customers respectively.

5.3 SCOPE OF THE STUDY

The present study intends to provide an integrated picture of the level of

customer satisfaction towards Reid & Taylor, in the Indian market.

The study was conducted in the city of Mysore. Customers of Reid &

Taylor have been chosen for the study. Availability and accessibility’s are

twin factors for the study held in Mysore city.

SDM-IMD-, MYSORE 61


The study is also intended to know the level of customer satisfaction

towards Reid & Taylor fabrics when compared to other brands, as the textile

industry is facing a stiff competition due to globalization.

The study applies to Businessmen, Employed, Engineer, Doctors,

Housewife’s, Students and people belonging to other profession.

5.4 METHODOLOGY

Type of research

The research design used for the study was exploratory, so as to

indentify and explore the customer satisfaction level towards Reid & Taylor

products. The respondents have chosen from Mysore district.

The research was conducted through structured questionnaires to

gather with formal interview. Open ended and closed ended question have

been used to get response from the respondents.

Source of Data:

Preliminary data:

Questionnaires was prepared which includes both open ended and close

ended questions. Questionnaire was administered personally. Scaling

interview techniques were employed for consumer’s opinion on change in

price of Reid & Taylor.

Secondary Data:

SDM-IMD-, MYSORE 62


The major source of secondary or supporting data is journals and

magazines and data collected through internet.

Study Area:

The study is limited to the city of Mysore.

Sampling Technique:

Sampling technique used was distributing the questionnaire among the

customers in Mysore

Sample Size:

Sample size was only 100 and all of them were given to the customers.

Sample methods:

Convenience sampling method.

Tool of Analysis:

The response was tabulated and analyzed through percentage analyses

method. The collected data has been represented in the form of tables,

column chart and pie charts.

Measurement scale:

Respondents were asked to evaluate different types of apparel brands.

Satisfaction scale was also used to measure the level of satisfaction of

customers with regards to the existing retail outlets. Behavior intention

scale was also used that measures likelihood that customers will act in a

certain way in the future, such as buying the product at a given point of time.

SDM-IMD-, MYSORE 63


The copy of the instrument used for primary data collection is attached in

annexure.

5.5 LIMITATIONS OF STUDY

All the studies to be made have their own parameters and it is difficult to

make a study on assumption despite all possible efforts to make this analysis

comprehensive, scientific and accurate. Thus there is bound to be some

limitations

Some of the limitations of the study are:

Due to time constraints the study is limited.

As the scope of the study was limited to Mysore city.

The accuracy of the report depends upon how honestly or sincerely

the respondents have answered.

The respondents might be subjected to bias.

SDM-IMD-, MYSORE 64


CHAPTER-6

ANALYSIS & INTERPRETATION OF DATA

SDM-IMD-, MYSORE 65


ANALYSIS & INTERPRETATION OF DATA

Part-A: Personal Profile

1. Classification of respondents based on age.

Table – 1

Sl No. Age in Years No. of Respondents

1 Below 25 24

2 25-35 40

3 35-45 26

4 Above 45 10

Total 100

SDM-IMD-, MYSORE 66


Analysis

Above table reveals that, the 24% respondents belong to the age group

of below 25 years and 40% of respondents belong to the age group of 25-35

years and 26% respondents belong to the age group of 35-45 years and 10%

respondents belong to age group of above 45yers.

Interpretation

From analyzing, it can be inferred that majority respondents belong to

the age group of 25-35.

2. Classification of respondents bases on Sex.

Table – 2

Sl No. Sex No. of Respondents

1 Male 88

2 Female 12

Total 100

SDM-IMD-, MYSORE 67


Analysis

Above table reveals that, 88% are male respondents and other 12% are

female respondents.

Interpretation

From analyzing it can be inferred that majority of respondents belong

to male group of 88%.

3. Classification of respondents based on Place.

Table – 3

Sl No. Place No. of Respondents

1 Metro city 0

2 City 74

3 Rural 16

4 Others 10

Total 100

SDM-IMD-, MYSORE 68


Analysis

Above table reveals that, the 74% respondents belong to the City and

16% respondents belong to the Rural and 10% respondents belong to the

others.

Interpretation

From analyzing it can be inferred that majority respondents belonging

to the city, 74%.

4. Classification of respondent based on Education.

Table – 4

Sl No. Education No. of Respondents

1 Pre University 16

2 Degree 42

3 PG 18

4 Above PG 8

5 Others 16

Total 100

SDM-IMD-, MYSORE 69


Analysis

Above table reveals that, the 16% respondents belong to the Pre-

University level and 42% respondents belong to the Degree level and 18%

responded belong to the PG level and 8% respondents belong to the above

PG level and 16% respondents belong to the others level.

Interpretation

From analyzing, it can be inferred that majority of respondents belong

to the Degree level 42%.

5. Classification based on Occupation

Table – 5

Sl No. Occupation No. of Respondents

1 Students 4

2 Working 74

3 Others 22

Total 100

SDM-IMD-, MYSORE 70


Analysis

Above table reveals that, the 47% respondents are Students and 74%

respondents are working and 22% respondents are others.

Interpretation

From analyzing it can be inferred that majority of the respondents are

working 74%.

6. Classification of respondents based on Income level.

Table – 6

Sl No. Monthly Income (Rs) No. of Respondents

1 5000-10000 30

2 11000-20000 40

3 21000-30000 16

4 31000 and above 14

Total 100

SDM-IMD-, MYSORE 71


Analysis

Above table shows 14% of the respondents have an Income of Rs

31000 and above and 16% of the respondents have an income of Rs 21000-

30000 and 40% of the respondents have an income of Rs 11000-20000 and

the reaming 30% of the respondents fall in the Rs 5000-10000 income level.

Interpretation

From analyzing it can be inferred that major of the respondents fall in

the Rs. 11000-20000 income level.

Part-B: General Question related to company Products

1.Are you aware of Reid & Taylor fabric?

Table – 1

Sl No. Opinion No. Of Respondents

1 Yes 98

2 No 2

Total 100

SDM-IMD-, MYSORE 72


Analysis

Above table shows that 98% of respondents have know the Reid &

Taylor fabric and 2% of respondents not know the Reid & Taylor fabric.

Interpretation

From analysis, it can be inferred that 98% of respondents have known

the Reid & Taylor fabric.

2. How did you come to know about Reid & Taylor brand?

Table-2

Sl No. Source No. of Respondents

1 Newspaper 8

2 Television 42

3 Internet 12

4 Outdoor Ads 32

5 Others 6

Total 100

SDM-IMD-, MYSORE 73


Analysis

Above table revels that, the 42% respondents came to know by TV

and 32% respondents came to know by outdoor ads and 12% of respondents

came to know by Internet and 8% of respondents came to know by

newspaper and rest all respondents (6%) came to know by other sources.

Interpretation

From analysis it can be impact that Television place a main roll in

attracting customers towards the brand 42%.

3. Did advertising Influence you to buy Reid & Taylor fabrics?

Table – 3

Sl No. Opinion No. of Respondents

1 Wholly 22

2 Partially 62

3 Not at all 16

Total 100

SDM-IMD-, MYSORE 74


Analysis

Above table revels that the 62% of respondents partial influence by

advertisement and 22% respondents wholly Influenced by advertisements,

and the rest 16% respondents not at all influenced by the advertisement to

buy Reid & Taylor fabrics.

Interpretation

From analysis it can be inferred that majority of the respondents

(62%) partially influenced by the Reid & Taylor fabrics.

4. Can you identify the brand ambassador of Reid &Taylor?

Table – 4

Sl No Opinion No. of Respondents

1 Yes 98

2 No 2

Total 100

SDM-IMD-, MYSORE 75


Analysis

Above table shows that, the 98% of respondents can identify the brand

ambassador of Reid & Taylor and remaining 2% respond do not know the

brand ambassador of the Reid & Taylor.

Interpretation

From analysis it can be inferred that majority 98% respondents can

identify the brand ambassador of Reid & Taylor.

5. What is you opinion on the advertising strategic of Reid & Taylor of

fabric?

Table – 5

SDM-IMD-, MYSORE 76


1 Excellent 38

2 Good 58

3 Insufficient 4

4 Poor 0

Total 100


Analysis

Above table reveals that, the 58% respondents feel that the advertising

strategy of Reid & Taylor is good, and 38% respond feel that the advertising

strategy is excellent and reaming 4% respondents fell that is insufficient.

Nobody respondents are told that advertising strategy is poor.

Interpretation

From analysis, it can be inferred that majority of the respondents fell

that the advertisement strategy of Reid & Taylor fabric is good 58%.

6. According to you which brand is effective in Advertisement?

Table- 6

Sl No. Brand No. of Respondents

1 Reid & Taylor 35

2 Raymond’s 41

3 Grasim 8

4 Dinesh 6

SDM-IMD-, MYSORE 77


5 OCM 2

6 Mayur 8

Total 100

Analysis

Above table shows that, the 41% respondents feel that Raymond

brand is effective in advertisement and 35% respondents feel that Reid &

Taylor brand is effective in advertisement and other reaming 8% respondents

feel Grasim, 6% respondents feel Dines, 2% respondents feel OCM and 8%

respondents feel Mayur barnd is effective in advertisement.

Interpretation

From analysis it can be inferred that 4% respondents feel that

Raymond brand is effective in advertisement. The fact that, the perception

difference is only 6% with the Reid & Taylor however old and early entry

than anything else.

SDM-IMD-, MYSORE 78


7. Which Brand having more effectiveness in promotional activity?

Table – 7

Sl No. Brand No. of Respondents

1 Reid & Taylor 36

2 Raymond’s 42

3 Grasim 8

SDM-IMD-, MYSORE 79


4 Dinesh 6

5 OCM 4

6 Mayur 4

Total 100

Analysis

Above table reveals that the 42% respondents are satisfied with

Raymond’s and 36% respondents are satisfied with Reid Taylor. The

reaming % of respondents satisfied with Grasim, Dinesh, OCM and Mayur.

Interpretation

Though, it is evident that the majority of the sample survey reflects

that Raymond’s occupies a leading position, the fact that, the perceptional

difference of hardly 6% behind Raymond’s can be due to a late entry than

anything else.

SDM-IMD-, MYSORE 80


8. Selection of Fabric:

Table – 8

Sl No. Fabric No. of Respondents

1 100% Cotton 32

SDM-IMD-, MYSORE 81


2 100% Wool 0

3 Poly Cotton 24

4 Poly Wool 22

5 100% Polyester 16

6 Others 6

Total 100

Analysis

Above tables reveals that, the 32% of respondents preferred 100%

cotton, 24% of responds preferred poly cotton, 22% of respondents preferred

poly wool, 16% respondents preferred to 100% polyester and 6% of

respondents preferred other fabrics. No one preferred 100% wool

Interpretation

From analyzing it can be inferred that no one prefer 100% wool and

32% respondents preferred poly wool.

9. Have you ever purchased Reid & Taylor fabrics?

Table- 9


SDM-IMD-, MYSORE 82


1 Yes 74

2 No 26

Total 100

Analysis

Above table shows that 74% of respondents are purchased the Reid &

Taylor fabrics and 26% of the respondents are not purchased Reid & Taylor

fabrics.

Interpretation

From analysis, it can be inferred that 74% of respondents are

purchased the Reid & Taylor fabrics, hence the company should make the

remaining customers also to go for their products.

10. How often do you buy the product of Reid & Taylor?

Table – 10


1 Once in a Year 62

SDM-IMD-, MYSORE 83


2 Twice in a year 10

3 Quarterly 2

4 Not at all buy 26

Total 100

Analysis

Above table revels that, the 62% of respondents by the product of

Raid & Taylor once in a year, 105 of respondents buy twice in a year. 2% of

respondents buy quarterly in a year and reaming 26% of respondents not at

all buy the product of Reid & Taylor.

Interpretation

SDM-IMD-, MYSORE 84


From analysis, it can be inferred that 62% of respondents satisfied

with the brand and buy the product of Reid & Taylor once in a year, and 26%

of respondents not at al buy the product of Reid & Taylor.

The reason for such is the entrance of new brand in the market and in

this brand fight the chances of losing targeted customer may arises.

11. What is the reason behind your purchase?

SDM-IMD-, MYSORE 85


Table- 11

Sl

No. Opinion No. of Respondents

1 Corporate wear 30

2 Wedding 26

3 Daily wear 10

4 Others (Gifting) 8

5 Not at all purchase 26

Total 100

Analysis

Above table shows that 30% of respondents are purchase the Reid &

Taylor fabric for corporate wear, 26% of respondents for wedding, 10% of

respondents for daily wear, 8% of respondents for others (gifting) and

reaming 26% of respondents not at all purchase the fabrics.

Interpretation

From analysis, it can be inferred that major 30% of respondents are

purchase the Reid & Taylor fabric for corporate wear, and 26% of

respondents not at all purchase the fabric.

12. How do you feel about the Reid & Taylor Products?

SDM-IMD-, MYSORE 86


Table – 12

Sl

No. Opinion No. of Respondents

1 Very comfortable 56

2 Comfortable 34

3 Average 10

4 Not satisfactory 0

Total 100

Analysis

Above table reveals that, 56% of respondents have given their opinion

Reid & Taylor fabric are very comfortable to use, 34% of respondents ranked

it is comfortable, 10% of respondents it is average. No one says it is not

satisfactory.

Interpretation

From analysis it can be inferred that no one had dissatisfaction

towards Reid & Taylor products.

13. How do you feel about the price of Reid & Taylor product?

SDM-IMD-, MYSORE 87


Table – 13


1 Expensive 30

2 Reasonable 60

3 Below the expected 10

Total 100

Analysis

Above table reveals that, 60% of respondents feel that the product

prices are reasonable, that is affordable, while only 10% of the respondents

feel that they are satisfied with the price, while most of the respondents that

is around 30% feel that prices of fabric are too high when compared to the

prices of other products.

Interpretation

From analysis, it can be inferred that 60% of respondents feel that the

product prices are reasonable.

14. Do you like Reid & Taylor out let?

SDM-IMD-, MYSORE 88


Table – 14


1 Yes 72

2 No 28

Total 100

Analysis

Above table reveals that, the 72% respondents are satisfied with

outlet.

Interpretation

Above table shows that 28% of respondents are not satisfied with the

retail outlet of Mysore

15. What is your opinion about customer service in Reid & Taylor

showroom?

SDM-IMD-, MYSORE 89


Table – 15

Sl. No. Opinion No. of Respondents

1 Excellent 22

2 Good 58

3 Average 20

4 Poor 0

Total 100

Analysis

Above table shows that, 22% of respondents are highly satisfied with

the service provided in Reid & Taylor outlet, 58% of respondents are

satisfied with the service, 20% of customers responded it is in average level.

Interpretation

From analyzing, it can be inferred that no one has poor opinion about

customer service in Reid & Taylor showroom.

16. According to you which brand is effective in sales?

Table – 16

SDM-IMD-, MYSORE 90


Sl No. Brands

No. of

Respondents1

1 Reid & Taylor 36

2 Raymond’s 45

3 Grasim 10

4 Dinesh 4

5 OCM 4

6 Vimal 1

7 Mayur 0

Total 100

Analysis

Above table reveals that the 36% of respondents feel that Reid &

Taylor products are effective in sales, 45% of respondents believe that

SDM-IMD-, MYSORE 91


Raymond products are effective in sales and 10% of respondents feel that

Grasim, 4% of each respondents feel Dinesh and OCM, 1% of respondents

feel Vimal, no one says Mayur is effective in sales in Mysore city.

Interpretation

From analyzing, it can be inferred that the majority of the sample

survey reflects that Raymond’s occupies a leading posting that face that, the

perceptional difference of hardly 9% behind Raymond’s can be due to a late

entry than anything else.

17. If you want to buy the Reid & Taylor material or fabric, list the

factors that influence you to purchase the product.

Table – 17

Sl Opinion No. of Respondents

SDM-IMD-, MYSORE 92


No.

1 Advertisement in electronic media 42

2 Product display in outdoor media 30

3

Advertisement published in print

media 12

4 Glow sign boards 6

5 Influence by others wearing it 10

Total 100

Analysis

From the above graph we found that advertisement in electronic

media 42% is having effective advertisement followed by product displayed

on outdoor media. 30% , advertisement published in print media 12%, Glow

sign boards 6%, and influence by others wearing it by 10%.

SDM-IMD-, MYSORE 93


Interpretation

So the above table shows the good quality of the advertisement is

taken place in electronic media and outdoor media.

SDM-IMD-, MYSORE 94


CHAPTER-7

FINDINGS, SUGGESTIONS AND

CONCLUSIONS

FINDINGS

Majority of the respondents are in the age of 25-35

Income level of the majority respondents has been indicated as Rs.

11000-20000 P.M.

Respondents at large are working

SDM-IMD-, MYSORE 95


According to the study 98% of respondents aware of the brand Reid &

Taylor.

Most of the respondents were influenced by advertisement in

purchasing the product.

The study reveals that television has played a major role in creating

the brand awareness amongst the customer compared to all other

media’s.

Majority of the respondents identified the brand ambassador of Reid

& Taylor.

66% of respondents use Reid & Taylor fabric for their personal use.

Majority respondents felt that advertising strategy of Reid & Taylor is

good.

These also found that print media is also main medium; it can be

improved with broachers and colorful advertisement regularly.

Reid & Taylor is the only company which has competitive advantage

over Raymond’s

It was found that Reid & Taylor ltd, have adopted a good distribution

policy, the supply chain is functioning effectively.

Supply of materials is restricted to only authorize dealers,

wholesalers, franchises and showroom.

SUGGESTIONS

Company has to provide variety of color products; it should be

remaining as it is.

SDM-IMD-, MYSORE 96


It is also necessary for the company to improve the standards of

existing varieties, which can be easily absorbed in the market.

The step should be taken to reduce the manufacturing costs, so that

the company product could be little cheaper and compete with the

other competitors in the market.

One of the advertisements media in the present day is visual

advertising. Thus much of the advertisements should be done through

television.

From the study, it is found that presently the company is using

corporate advertisement to promote the brand images. But at retail

level there is no much effort in building the customer loyalty,

therefore in the study it is suggested to the company to undertake

some promotional measure at the dealer level.

It is suggested that, promoting the customers through local media, like

newspaper, boarding’s, etc.

In the promotion activity (Advt) company should change the

perception of the consumer because consumer feels that Reid &

Taylor product are so costly so they don’t make enquiry or avoid to

see the fabric.

Reid & Taylor is not yet attempted in to small market like, towns sub

cities etc. if they made attempt to acquire sum part of their areas than

the demand for Reid & Taylor product will increase.

The company selected channel of distribution must be economic and

advantages to the company, which is greater essential for profitability.

In the analysis of study it is found that, presently there is only one

exclusive showroom. The market potential of Mysore is more than the

supply of the company products. Therefore in this it is suggested to

the company to appoint some more showroom ( at least 2 more) so

that being local company, it can effectively enhance the local market

potential.

SDM-IMD-, MYSORE 97


The company needs to open its official showroom in the country at

present there are only 14 all over the country.

Company should improve the retail ser5vice and its feedback is not

satisfied.

Company should frequently publish its ads on different types of

media.

Company should look for good theme in advertisement for promoting

the products and also incorporating the brand ambassador in their

particular advertisements.

CONCLUSION

Reid & Taylor is one of the dominate company in textile; it is famous

for luxury suiting. It is beyond doubt that the Reid & Taylor as a brand has

SDM-IMD-, MYSORE 98


excelled in all its branches of marketing functions. Their innovations were

well accepted by the Indian customer compared to its contemporaries. They

have a fantastic well developed distribution channel. Their marketing

policies have attracted the attention of general dealers, as it is very trade

friendly. More over the company launched the product in India with much

fan fare riding on to charming glory of its world famous brand ambassadors

like James Bond 007 and Mr. Amitabh Bachachan. Today the brand is

second to only Raymond’s in its product category and has been declared as

the super brand in a short span of time. This speaks volumes of success of its

marketing Strategy.

With the income level rising, demand for Reid & Taylor fabric is also

increasing in India. With more urbanization, Indian families also consume

more luxury suiting, more ready-made textiles. Company should increase the

promotion of Reid & Taylor fabric to create awareness among people about

the concept of Reid & Taylor products and convince customers about the

misconception about the price of Reid & Taylor fabric.

There is great opportunity for Reid & Taylor Company to capture

Indian textile market as well as textile market of other counters.

International quality at value for money pricing has been the basic formula

for Reid & Taylor. Consistent delivery has supported the formula and

bonded with the important aspect of trade faith in the brand. The best quality,

the best trade associates and values has the best by the consumers have all

come together to pay tribute to the tagline ‘BOND WITH THE BEST’.

According to the analysis and interpretation of the survey the brand

Reid & Taylor is reputable and has a good name and image in the market that

attracts the customers to purchase more frequently.

SDM-IMD-, MYSORE 99


SDM-IMD-, MYSORE 100


BIBLIOGRAPHY

BIBILIOGRAPHY

Reference Books:

Marketing management(12th edition) – Philip kotler and Kivin lane keller



Marketing management – Dr. Verma and agarwal

Research methodology(2nd edition) - C.R. Kothari

Websites:

www. Reid&Taylor.com

www. S. Kumar’s.com

Others sources:

Company journals

Business magazines



ANNEXURE

QUESTIONNAIRES

Dear Sir/Madam,



I Harshith S. Shetty, conducting survey on “customer satisfaction”-

A study at Reid &Taylor.

I kindly request you to please spare your valuable time to answer

the questionnaire. This information will be used for academic purpose and

would be kept confidential.

YOURS SINCERELY

Harshith S. Shetty

PART–A: PERSONAL PROFILE

NAME :

1) AGE : A) Below 25 years ( ) B) 25-35 years ( )

C) 35-45 years ( ) D) above 45 years ( )

2) SEX : A) Male ( ) B) Female ( )

3) PLACE : A) Metro city ( ) B) City ( ) C) Rural ( )

D) Others ( )

4) EDUCATION : A) Pre-University ( ) B) Degree ( ) C) PG ( )

D) Above ( ) E) Others ( )

5) OCCUPATION : A) Student ( ) B) Working ( ) C) Others ( )

6) INCOME (Monthly) : A) 5000-10000 ( ) B) 11000-20000 ( )

C) 21000-30000 ( ) D) 31000 and above ( )



PART-B: GENERAL QUESTIONS RELATED TO COMPANY

PRODUCTS

1) Are you aware of Reid &Taylor fabric?

A) Yes ( ) B) No ( )

2) How did you come to know about Reid &Taylor brand?

A) Newspaper ( ) B) Television ( ) C) Internet ( ) D) Outdoor Ads ( )

E) Others, please specify

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

3) Did advertising influence you to buy Reid & Taylor fabrics?

A) Wholly ( ) B) Partially ( ) C) Not at all ( )

4) Can you identify the brand ambassador of Reid &Taylor?

A) Yes ( ) B) No ( )

5) What is your opinion on the advertising strategy of Reid &Taylor fabric?

A) Excellent ( ) B) Good ( ) C) Insufficient ( ) D) Poor ( )

6) According to you which brand is effective in advertisement?

A) Reid & Taylor ( ) B) Raymond ( ) C) Grasim ( ) D) Dinesh ( )

E) OCM ( ) F) Vimal ( ) G) Mayur ( )

7) Which brand having more effectiveness in promotional activity?

A) Reid & Taylor ( ) B) Raymond ( ) C)Grasim ( ) D) Dinesh ( )

E) OCM ( ) F)Vimal ( ) G) Mayur ( ) H) Dig jam ( )

8) Selection of fabric

A) 100% Cotton ( ) B) 100% wool ( ) C) Poly cotton ( ) D) Poly wool ( )

E)100% Polyester ( ) F)Others ( )



9) Have you ever purchased Reid & Taylor fabrics? If not which other brand

you have purchased? Please mention.

A) Yes ( ) B) No ( )

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

10) How often do you buy the product of Reid & Taylor?

A) Once in year ( ) B) Twice in a year ( ) C) Quarterly ( )

D) Not at all buy ( )

11) What is the reason behind your purchase

A) Corporate wear ( ) B)Wedding ( ) C) Daily wear ( )

D) Others (gifting) ( ) E) Not at all buy ( )

12) How do you feel about the Reid &Taylor products?

A) Very comfortable ( ) B) Comfortable ( ) C) Average ( )

D) Not satisfactory ( )

13) How do you feel about the price of Reid & Taylor product?

A) Expensive ( ) B) Reasonable ( ) C) Below the expected ( )

14) Do you like Reid & Taylor out let?

A) Yes ( ) B) NO ( )

15) What is your opinion about customer service in Reid & Taylor

showroom?

A) Excellent ( ) B) Good ( ) C) Average ( ) D) Poor ( )

16) According to you which brand is effective in sales?

A) Reid & Taylor ( ) B) Raymond ( ) C) Grasim ( ) D) Dinesh ( )

E) OCM ( ) F)Vimal ( ) G) Mayur ( ) H) Dig jam



17) If you want to buy the Reid & Taylor material or fabric, list the factors

that influence you to purchase the product

A) Advertisement in electronic media ( )

B) Product display in outdoor media ( )

C) Advertisement published in print media ( )

D) Glow sign boards ( ) E) Influence by others wearing it ( )

18) If you have any suggestions to Reid &Taylor, please give the same below

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

“Thanks for your valuable contribution”

DATE: SIGNATURE
