Acknowledgement
PROJECT REPORT
ON
IMPACT OF GLOBALISATION
ON
JALANDHAR SPORTS INDUSTRY
AND
EXPORT MARKETING STRATEGIES
SUBMITTED TO:
SUBMITTED BY:-
PROF. Mrs. DEEPTI SINGLA
PRABHLEEN KAUR
RAJBIR KAUR
M.B.A. 2ND SEM.
SECTION B
Acknowledgement
No endeavor can be successful without the entire co-operation of
the people encouragement, which veers forth coming, in full swing
this study. It is extremely difficult to find success, which can do
justice to this sort of co-operation. Success is endeavor call for
co-operation & guidance from services and colleagues. This was
comply brought out to me while undergoing my research project, as
MBA courses is not only require the theoretical knowledge but
practical knowledge too.
I am a great debt of my gratitude & sincere thanks to my
Prof. Mrs Deepti who gave me the opportunity to my research project
i.e. Marketing Strategies followed by Sports Goods Industry, a
Study of Jalandhar. I thankfully acknowledge her contribution for
giving me the important tips and guidance on the research project,.
I am grateful to my friends & all those who helps me in one way
or other at every stage of my work. Moreover, this achievement is
extremely due to the moral support of my parents &
teachers.
PREFACE
Jalandhar is the oldest city in Punjab situated at a distance of
about 84 kms southeast of Amritsar on the G.T. road going at
Calcutta. Jalandhar is Indias foremost producer of sports goods.
Jalandhar is the sports city of India as it has not only finest
sport industry but also a large number of sportsmen. Infact 12 of
Indias greatest hockey players have come from a single village,
Sansarpur, In Jalandhar City. Jalandhar has a very alive
atmosphere, something that is typical to the whole of Punjab.
Jalandhar ranks second in India in the rate of urbanization and
has the highest density of population at 598 persons per square km,
as per the 1991 cencus. The reason far this is growing
industrialisation. Industrial Production of sports goods began on a
small scale during the late forties. Over the years, the sports
goods industry has grown at an impressive are and of late Indian
sports goods are also exported to different countries.
Rough estimate suggest that today Jalandhar has more than 100
major industries and about and abut 20,000 small scale industries
with a most conservative estimate of an annual turnover of
approximately Rs 450 crores. The Jalandhar Sports goods industry
manufactures 318 items. The Jalandhar Sports Industry is highly
labour intensive industry and provide employment to the weaker
sections of society.
.
Table of Contents
1. Defining the Research Problem.
2. Research Methodology.
3. Sampling procedure.
4. Objectives of Research.
5. Limitations.
6. Introduction to various sample units.
7. Introduction to Jalandhar Sports Goods Industry.
8. Introduction to Export Marketing of Export Goods
Industry.
9. Introduction to Sports Marketing Strategies.
10. Presentation and analysis.
11. History of the Industry.
12. Benefits to Exporters through Exporting.
13. Conclusion.
14. Suggestion.
15. Chi-square test.
16. Questionnaire.
17. Foreign Trade Policy 2004-2009.
18. Highest Export awards.
19. Bibliography.
DEFINING THE RESEARCH PROBLEM
I have taken the project entitled IMPACT OF GLOBALISATION ON
JALANDHAR SPORTS INDUSTRY. The basic purpose of my project is to
know the Pros n Cons of Globalization that is adopting a Global
Outlook for the business and business strategies aimed at
enchancing Global Competitiveness. For this III be taken in
consideration various exporters of Jalandhar Sports Industries and
the limit will be defined i.e. about 10 industries will be
considered for the research to be carried out. The industries to be
considered are:
MAYOR & CO..
SOCCER INTERNATIONAL
R,K, INTERNATIONAL
LEISURE EXPORT WORLDWIDE
RATTAN BROTHERS
SPORTS SYNDICATE
WORLDWIDE CRICKET CO. PVT. LTD.
ANAND INTERNATIONAL
R.K. MAHAJAN EXPORTS
UNIVERSAL SPORTS INDUSTRIES
The various points regarding impact of Globalization will be
considered in these industries including threats, opportunities,
quality, quantity, profitability, competitors. So in my study main
focus is given to the business strategies adopted by Jalandhar
Sports Industry, aimed at enchanting global competitiveness.
RESEARCH METHODOLOGY
Research is defined as a scientific and systematic search for
information on a specific topic ."
"Research is the systematic method consisting of enunciating the
problem formulating the hypothesis collecting the facts or data,
analyzing the facts and reaching certain conclusions either in the
form of solution towards the concerned problem or in certain
generalization for some theoretical formulation."
RESEARCH DESIGN
The research is exploratory in nature.
VEHICLES OR METHOD OF DATA COLLECTION
Facts, information systematically collected and presented for
the purpose of drawing inferences may be called data. Two types of
data taken into consideration Le. primary data and secondary
data.
PRIMARY DATA
Direct collection of data from the source of intonnation include
personal interviewing, survey, etc. The result thuis are based on
Primay data rebound to be empirical and of great utility value
.
SECONDARY DATA
Indirect collection of data from sources containing past or
recent. Past information like books, magazines, journals, various
article through internet.
RESEARCH INSTRUMENT
A questionnaire will be used for the survey. It consists of set
of questions for the respondents to answer.
SAMPLING PROCEDURE
UNIVERSE: The universe to be studied for the project is IMPACT
OF GLOBALISATION on Jalandhar Sports Industry
SAMPLE UNIT: Sample unit for research is Exporters of Jalandhar
Sports Industry.
SAMPLE SIZE: The sample size of about 10 sports industries will
be taken into consideration and impact of Globalization will be
studied on them
STATISTICAL TOOLS: Data collected will be analyzed and
interpreted with the help of tables or Pie charts.
SAMPLE METHOD: Convenience method i.e. research conducted ion
the industries according to own convenience .
STATISTICAL TEST: Hypothesis test
OBJECTIVES OF RESEARCH
To have an overview or Sports industry in Jalandhar City
like
profitability , Export market, Size of sports industry ,
etc.
To find various policies regulating the export of Sports goods
from
India .
To analyze various marketing strategies followed by Exporters
of
Sports Goods
To identify the various problems faced by the exporters in the
light of
findings and suggest measures to solve them or remove them.
LIMITATIONS
Scope of the study is limited to Jalandhar City only which
cannot
represent the whole Indian market.
Lack of interest on the part of respondent.
Sports good industry is Cottage industry and highly organized.
So certain shortcomings will be unavoidable due to inherent
structural weaknesses prevailing in the industry.
Mayor & Co., Jalandhar
Established in 1961, Mayor & Company (a Mayor Group Company)
is Indias largest manufacturer and exporter of Footballs,
Volleyballs, Rugby Balls, Golf Balls and other Sports Balls etc. to
Northern and South America, European Union, South Africa and
Australia. Mayor is the OEM to the worlds renowned Sports Brands.
In addition to being OEM they also export part of their production
under their own brands like MAYOR TITANS, MAYOR BLITZ, MAYOR METOR
& MAYOR GOAL Achieving an export turnover of Rs. 29.75 crores
in the year 2004-2005, the company has business presence in over 50
countries and overseas associate offices in the UK and Australia.
With three most modern and ISO 9000:2001 manufacturing coupled with
in-house R&D facilities, the company envisions to remain Number
one in chosen product categories in exports, quality and services
for years to come.
SOCCER INTERNATIONAL LTD., JALANDHAR
Established in 1976, Soccer International Ltd., manufactures and
exports hand Stitched inflatable Sports Balls, Shin Guards &
Sports Bags to UK, Germany, USA, Italy, Australia & Denmark.
Achieving an export turnover of Rs.29.08 crores in the year
2004-05, the company has in-house manufacturing of all peoducts and
is very strong at product development. The company envisions, To be
the largest manufacturer of sports goods in whole of Asia.
SANSPAREILS GREENLANDS PVT. LTD.
MEERUT
Sanspareils Greenlands widely known as SG, is popular for
cricket Goods and Sports Protective Equipment. The Company extends
its perfection to both national and international markets. SG is
identified for the quality of its products and the work environment
it provides. The company offers designs and equipment suitable for
both national, international and even the common players,
considering the varied want for quality. The innovative ideas for
designs are worked on the basis of research carried on in the
market. The company also considers its work force and its
management, important aspects for the success of the company,
promoting leadership ability amongst the employees. As rightly
said, success of the company depends upon the accurate combination
of power and assets to build a strong organization.
R.K. INTERNATIONAL., JALANDHAR
Since 1985, RK International Inc. has supplied high quality
solid brass decorative builders hardware at extremely attractive
prices, with a commitment to service that is an envy of the
hardware industry. The company offers a broad range of decorative
hardware in ornate, contemporary, and other popular styles that
fulfill home owners tastes and requirements.
Companys products are designed, fabricated and finished by the
best craftsmen in the world. Quality control is exercised at every
step of the manufacturing process to ensure total customer
satisfaction. Ever-increasing clientele within the United States
and abroad distinguishes RKI as a credible supplier of decorative
hardware.
The company is excited to offer new designs and finishes this
year, in addition to free standing display carousels for our
vendors to meet their hardware showcasing needs.
The last eighteen years have built a proven track record of
excellence and dedication.
RATTAN BROTHERS
Rattan Brothers , established in 1976 is one among the old
companies, manufacturing all types of inflatable balls like Soccer
Ball, Rugby Ball, Volleyball, Netball, Handball, American and
Australian Football, Cricker, Boxing and Hockey Equipment. The main
focus is given on Basketball, Volleyball, Boxing, Football, Soccer
& Martial Arts products. Its market extends worldwide under the
leadership of Mr Tilak Khinder, CEO of the Company The employee
strength of the company is 51-100 and the annual sales range is
between US $5 Million US $10 Million. The company gains various
certificates like ISO and Export House.
SPORTS SYNDICATE, JALANDHAR
Incepted in 1949, Sports Syndicate, Jalandhar is an ISO
9001:2001 certified company with British Standard Institute, known
for its specialization in manufacturing customized balls as per the
specifications given by clients. Whether it is in color, bladder or
logo, company have the capacity to produce the balls exactly, as
desired by the clients.
The main products of the company includes Inflatable Balls,
Promotional Soccer Balls, Professional Soccer Balls, Soccer Balls
for school kids, Training Soccer Balls, Indoor Soccer Balls, Mini
Soccer Ball.
Sports Syndicate is Indias largest manufacturer, exporter and
wholesale supplier of sport goods and equipment.
HANSRAJ MAHAJAN & SONS
Incorporated in 1925, Hans Raj Mahajan & Sons, is one of
Jalandhars Premier Sporting Companies. Company has secured a
prominent position as a reputed manufacturer and exporter of
sporting goods, accessories, bags and promotional products.
The experience of more than seventy five years has taught the
significance of providing value for money. The main emphasis of
company is always be on customer satisfaction. The sporting goods
of company confirm to the highest international standards.
The products in which the company deals are Cricket Balls,
Clothing, protective equipment & accessories, Football, Soccer
ball, Aussie ball, Fustal Sala ball, Netball, Basketball,
Volleyball, Handball, American Football, Rugby Ball, Promotional
Balls, Hockey Sticks, Hockey Balls, Boxing Gloves, Boxing Guards
etUNIVERSAL SPORTS INDUSTRIES
Universal Sports Industries was established' in 1965. Since then
experienced and 'well-trained Craftsmen have developed a widely
diversified line of products according to present requirements and
Styles.
It's a 100% export oriented unit, exporting all types of sports
goods to various countries of the world for the last 30 years. The
annual turnover of the company is Rs. 50 Millions.
Companys closely-knit team has developed a comprehensive range
of Sporting Goods to cater the needs of all Sports and Leisure
enthusiast. Company take special care in the quality of products.
It manufacture and use appropriate quality raw materials keeping
modem Packing Techniques.The various types of products exported by
company are Boxing Equipments, Fitness Equipment, Cricket
Equipment, Hockey Equipment, Inflatable Balls of all types, Cricket
Balls, General Exercise Equipment.Throughout these years with our
genuine concern for quality and prompt delivery the Company have
been able to develop markets for our products throughout the world
and have been able to increase its exports. The company has won
various Export Excellent Awards from State and National
Governments. The Company at present is 'successfully exporting to
Australia, New Zealand, U.S.A., U.K., Italy, Germany and Canada.
The company has achieved annual Export turnover of Rs. 55 million
during the last Financial year and the Target for the current
financial year is Rs. 80 million. The company anticipates achieving
its target by exploring new European and American markets.
F.C. SONDHI, JALANDHAR
In the year 194.4, Mr. F.C.Sondhi, a great philanthropist and
self made Business-man, started a company in England by the name
F.C. SONDHI & COMPANY LIMITED. At that time it was dealing only
in Toys.
In 1950, Mr. Sondhi journeyed to India and set up a branch of
his company in Jalandhar City to export Hockey sticks, Cricket
balls, Footballs etc. The company continued to export goods to F.C.
Sondhi & Company Limited in England up to the year 1967 and to
other Sports Goods Importers in England.
In 1967, FCS started the manufacture of cricket batting gloves
and cricket legguards for one of the famous English companies.
Today, the FCS family consists of over 300 loyal and dedicated
staff and workers. The total area of land is 20 acres and provides
ample room for expansion in years to come.
FCS is basically an Export Company with over 98% of its
production being exported every year. The Annual Export is
presently growing at the rate of approximately 33% per annum in
quantity terms.
The major markets to which FCS is exporting are the United
Kingdom, Australia, New Zealand and West Indies. However, FCS is
exporting Hockey sticks and equipment particularly, to many other
countries and concentration on those markets is on the
increase.
The company deals in Hockey Sticks, Cricket Bats, Cricket Balls,
Footballs, Cricket Legguards, Cricket Gloves & Specialists
Gloves.Jalandhar Sports Goods Industry
Supplier to the World
India is fast emerging as an important supplier of quality
sports goods and toys to the global market. Indian Sports goods are
being exported to more than 100 countries are in demand in some of
the most developed nations in the world. The industry is rapidly
embracing new technology and adapting its products to keep up with
the fast changing global trends. The growth momentum of the Indian
industry is supported by its huge reservoir of skilled workforce,
well established supporting and ancillary industries and
availability of basic raw materials required for the industry.
Indian sports goods and toys industry, a labour intensive
industry , with many of the units falling under the purview of
small scale manufacturing units, provides employment to he weaker
sections of the society as well as to a large number of women.
Issues of welfare and corporate social responsibility have been
given prime importance by the industry. Landmark achievements are
being made for adult education and overall up-liftment of the
industrys workforce.
Jalandhar & Meerut are by far the most important centers for
manufacture of Indian sports goods. The origin of Jalandhar and the
Meerut sports goods clusters can be traced back to Sialkot (now in
Pakistan).
The items initially manufactured by this cluster were Football,
Cricket Balls, tennis, Field Hockey etc. Though new items have been
added with the passage of time, the traditional items continue to
have a stronghold.
Jalandhar and Meerut, the pride of this industry account for
nearly 82% of Indias export of sports goods. Today they have also
crafted a place in the global sporting goods market and have
emerged as reliable suppliers of sports goods to the international
markets. The Indian sports goods are increasingly being used in
international tournaments and cater to the top brands like,
Addidas, Puma, Gilbert etc.
More than thousand enterprises, livehood to thousands,
contributing towards a healthier society, creating a place in the
world market, earning foreign exchange for the country, are the
just some of the achievements of the Jalandhar Sports Goods
Industry.
EXPORT MARKETING OF EXPORT GOODS INDUSTRY
During 2004-05, The Sports Goods Promotion Council continued to
facilitate Indias export of sports goods and toys and augmented the
Industrys efforts to increase Indias share in world exports of
sports goods and toys. The year witnesses a reaffirmation of growth
and progress in the sports and toys industry. The council once
again recorded a steady double digit growth in exports of sports
and toys by around 18% in dollar terms during 2004-05
Incessantly adapting to the new challenges thrown by the global
market dynamics, the Council during 2004-05 evolved the strategic
framework to match the needs of the Indian industry with the trends
and requirements of the global market. The promotional framework
was specifically designed for, and was successful in enchancing
Indias presence and its share in established markets for sports
goods and toys; targeting new and upcoming markets, highlighting
Indian achievements and expertise through focused promotion,
dissemination of critical information on market trends and market
intelligence to Indian industry and for the buyers to source from
India.
During 2004-05, The council organised seven focused overseas
events to support the industry in their efforts to promote Indian
Sports goods and toys worldwide. Indian participation in attractive
India Pavilions were organised in 3 international fairs for sports
goods and 2 international fairs for the toys sector. Australia
& New Zealand, which are important markets for Indian sports
goods and toys were targeted through Buyer Sellers Meets to
increase and consolidate our presence. In addition to highlighting
Indian presence amongst the competitors, the council ventured to
explore new and upcoming markets as identified under the FOCUS
Programmes of the Ministry of Commerce, Government of India by
organising Buyer Seller mets in the emerging markets of Latin
America, namely Brazil, Chile and Argentina.
The Councils initiatives have received an enthusiastic response
from the industry that can be measured in terms of participation in
the international events organised by the Council. This response is
a parameter of the industrys preparedness to face international
challenges and also indicates a high degree of inclination to
internationalize.
During 2004-05, India continued its drive to further develop its
existing range and at the same time diversify Indias export basket
of Sports goods and toys. Exports of this sector as recorded by the
Council reached a new high of Rs. 395.11 crores ($ 87.94 million)
recording a growth of 18% in dollar terms.
The highest item of export was inflatable Balls which maintained
its last years contribution to account for 38% of Indias export of
sports goods. It was heartening to note that the export of
inflatable balls recorded a bobust growth of 20%. The top five
items of sports goods following Inflatable Balls, namely Protective
Equipment for Cricket, Cricket Balls, Boxing Equipment and Hammocks
together accounted for 68% of sports goods and toys exports.
The top five destinations of exports were U.K., Australia,
United States, Germany and Italy which together accounted for 70%
of Indias export of sports goods and toys during 2004-05. Amongst
these top five destinations, the largest increase in exports from
India was recorded in Italy by 46.2% followed by USA and Australia
by 16%.
Introduction to Sports Marketing Strategies
Strategies:-
After 1947 till early 1960s, Indian company paid attention to
International Trade of they could pick up some extra sales through
export. This was though enough , but the home market was considered
much safer. Today the situation was much safer. Today the situation
is much different. The home market is no longer rich in
opportunities for Indian Business man. Various foreign firms are
aggressively entering in the other countries with their products
and these firms have also entered Indian market offering high
quality products. Export markets have become much attractive in
view of de-valuation announced by the Indian governments on 4th
July 1991. The fact is that India has been loosing its overall
position in International Trade. It is running large trade
deficient. Every country in the world is trying to get its business
internationalized or at least to start with exports. Many countries
subsidized their companies by granting preferential land and energy
cost and the even supply out right cash so that they can charge
lower price than their competitors. Export marketing is of great
importance to Indian business. It is the duty of exporters to
support the economic development of our company. One should try to
sell the portion of their products abroad. The potential exporters
must learn how to make start and how to make export customers. He
must also understand the terms used in the international trade.
Deciding on the Export Marketing MixFinally, the exports must
determine how it is going to serve the international market i.e.
what methods or systems should be used to get needed into the hands
of consumer in the foreign countries. The basic marketing export
marketing mix decision will include planning & strategy,
channel of distributions & price. Competitors that operate in
one or more foreign markets must decide how much to adopt their
marketing mix to local competition. At one extreme are compares
that use standardized marketing mix worldwide. Standardization of
the partys advertising distribution channels and other elements of
the marketing mix promises the lowest cost.
No major changes have been introduced. At the other extreme is
the idea of customer marketing mix where producer adjusts the
marketing mix elements to each target market and more cost but
hoping for larger market and return .
In the context of international development, the whole concept
of marketing undergone a revolution & today marketing is more a
science based on precise and methodology rather than on mere
experience and intuition. The essence of International Trade id
viewing products and services from customers at right place, at
right time and at right price. A marketer, wishing to expand the
scope of his market beyond the national boundaries have got to take
into consideration their varying elements.
The variation within and between nation of economic, political,
legal cultural and business factors require the international
marketer to proceed extremely carefully in deciding the export
marketing mix. The elements of the marketing mix can be broken down
as per the product mix, pricing the product, the perishable
channels of distribution and planning promotion strategy. The
decision regarding the method , the system used to get needed
products into the hands of consumers in foreign countries can be
called the basic marketing mix decisions and includes planning and
strategy with regard to products, promotion and channels of
distribution and price.
Thus it cab be concluded the basic ingredients of the market are
product, promotion and distribution. The basic objective of this
project is to study the various market strategies adopted by
various by various exporters of sports goods industry.
Presentation and Analysis
For the purpose of analysis of data, the information has been
collected from the primary as well as secondary basis. In the
primary sources a questionnaire has been used coupled with the
personal interview of the exporters and the secondary sources of
data has been collected by the way of the information from various
reports and journals.
Statement.1:- To Know about the current status of exporters.
To fulfill the objectives of the study of the export marketing
strategy followed by the sports goods exporters of Jalandhar , the
questionnaire was on the basis of which the data was analyze and
interpreted.
Following the first objective of the study, the first question
has been formulated asked to the respondent i.e. about the status
of the exporters, whether they export trading, home or they are
independent manufacturers and in answering to this question, all
the exporters are independent manufacturers as well as exporters
also. The major reason of being manufacturer as well as exporter is
that they are in this business from very long time and also
manufacturing and then exporting id more profitable than export
trading manufacturers. They serve local Indian market as well as
foreign market also and moreover the profit margin is more in
manufacturing than just export trading only.
Statement 2. To Know the various sources of supply.
Answering this question 100% of the exporters and manufacturers
get their supplies from the local sources as well as outsiders
also. For example cricket bats and hockey sticks manufacturers,
they need high quality wood for manufacturing these items so they
get their wood from state of Jammu & Kashmir and Himachal
Pradesh. The manufacturers of leather based sports goods, they
purchase leather from locally as well as from other states like U.P
and for rubber based items they purchase the raw material from the
local market and also from outsider sources.
Statement 3:- Find various categories of sports goods that are
being exported & also their direction.
The 3rd question is what are the various items that are being
exported from India. From all the information and the data
collected it is clear that one exporter of the sports goods is not
exporting one category of sports goods.
Table No.1
Table Showing categories of sports goods to be exported:-
Categories
%age
Wood based
29.10
Leather based
26.80
Metal based
09.00
Rubber based
03.80
Plastic based
00.70
Fiber based
03.80
Textile based
04.50
Graph Showing categories of sports goods to be exported
Graph No.1
Interpretation:-
From the given chart it is clear that what are the various
sports goods which are being exported by these exporters of the
sports goods industry of Jalandhar. One exporter indulge in more
than one product. For example One exporter is exporting wooden
based products like cricket bats, hockey sticks or table tennis ,
Bat sets and the same exporter exports leather based products like
boxing gloves, leather balls, leather footballs etc and also the
same exporter exports rubber based items like all types of
inflatable balls. So from information collected we come to know
that out of 100% of the exporters, there are 29% of the exporters
who exports wooden based products. These wooden based products
include cricket bats, hockey sticks, table tennis balls, caram
boards etc.
Exporting Countries:- U.K., South Africa, Australia, Kenya,
Canada, Germany.
Leather based Items:-
Again out of these exporters 26.8% of the exporters involve in
the leather based sports goods which included various products
first come the primary products like leather football, volleyball,
rugby ball, softball, cricket ball, boxing gloves, pads, protective
of legs deist, foot, face, and hands etc. there products are namely
manufactured in Jalandhar city and in Merrut also.
Exporting Countries:-
U.K., USA, Canada, Germany, Kenya, south Africa, Holland, France
etc.
Metal Based Products:-
Indian products goods industry is using metal as the fabrication
of equipment Eg: Aluminum buckets with steel shafts, brack &
feed equipment like throwing hand handover, putting shaft etc.
Countries to Export:- South Africa, Australia, Malaysia, Sri
Lanka
Rubber based products:-
Include rubber based products, sports grips, tennis balls, play
balls, basket balls, rubber based football etc. the share of these
exports are very high in the total export of sports goods.
Countries to Export:- USA, Malaysia, UK, France etc.
Plastic based Products:-
The Major products included are the various types of protective
equipment which are namely used in the game of hockey, football,
cricket. These equipments include leg guard, leg-pads, arm guard,
sports helmet. Hence very few exporters of these products to the
foreign market.
Countries to Export:- European Union, Australia, USA, Canada
etc.
Textile based products:-
Textile based products are specially made for the purpose of
playing sports games in which sports person feel comfortable while
playing. So sports wear is also become a good opportunity for
exporter to export textile based products.
Countries to Export: Australia, Canada, Germany France etc.
Statement 4:- To Know the various modes of entering to foreign
market.
Table showing various modes of entering to foreign market.
S.No.Modes%
1.Direct Export38
2.Contract Manufacturing0
3.Licencing0
4.Foreign Manufacturing0
5.Piggy Back0
6.Selling to Visiting Agent12
7.Joint Ventures0
8.Selling through export house16
9.Selling through trading company34
Graph Showing the Various Modes of Entering to Foreign
Market
Graph No.2
Interpretation:-As far as the modes of entry of the exporters to
the foreign market. There are many ways through which an exporter
can enter to the foreign market like direct exports, foreign
manufacturing, contract manufacturing, licensing, Peggy back,
selling to visiting agent, Joint Ventures, Letting through export
house, letting through trading company etc. entering into the
foreign market is one of the completed lash which requires a lot of
finance we well as complex documentation procedure. For the study
of export market of sports goods, the exporter mainly followed
three ways to enter into the foreign market. Here are direct export
through export house & through trading companies. Here are few
exporters who followed the mode of letting to visiting agent.
From the data collected through the survey of the market there
are 38% of export who entered the foreign market through direct
export only. Few follow other means of export also to sell it in
the foreign market etc through export house as well as through
trading company, selling through visiting agents. There are 34.6%
of the exports entered onto the foreign market by selling to the
visiting agents. The above information showed that exporters who
sell through direct export, they followed the other means of export
also, not a singled way of exporting because the that various
countries have different types of rules and regulations, different
export-import policies. So the exporter have to follow the norms of
the country to whom they are exporting. That is why the exporter
follow different modes of exporting goods to different
countries.
Statement 5:- To know what are promotional strategies followed
by exporters.
Table showing promotional strategies to promote products
internationally.
Promoting the products52%
Not promoting the products48%
Graph Showing the promotional strategies to promote products
internationally.Graph No.3
Interpretation:-The major marketing strategy which is the
important part of any kind of business is promoting of the
products. Promotion is the major and most important part of
marketing strategies because it makes the product aware in the
market by means of advertising, sales promotion, personal selling
etc. In case of international trade, promotion mix is very much
differentiated from what we use in local or domestic market,
because in the International trade products is to be promoted in
the international market and the market of one country is very much
different from other countries Because of cultural differentiation
demographic structure, income pattern etc.
The data collected of exporters of sports goods industry of
Jalandhar: The export houses are small & financially weak. so
they are unable to promote their products in the foreign market
because of the reasons that promoting of the products
Internationally requires a large amount of financial resources. The
other reasons is that the exporters do not export the sports goods
on the brand name of their own. They sell their products on the
buyers brand name & specifications. Advertising through
internet is the latest concept in the promotion of the products
world wide. There are few exporters who have their own
websites.
Statement 6:- To find the pricing policies followed by sports
goods exporters.
Table Showing the %age of the Pricing Policy of exporters:-
S.No.Pricing Policy%
1. Competitive Pricing32.40
2. Perceived Value00.00
3. Mark-up Pricing00.00
4. Value Pricing07.20
5. Marginal Pricing00.00
6. Going rate34.20
7. Target Return Policy26.20
Graph Showing the Pricing Policy followed by the Sports Goods
Exporters:-Graph No.4Interpretation:-Next strategy is pricing that
what kind of pricing policy is followed by the exporter. The
pricing policy internationally followed includes competition
pricing, perceived value pricing, mark-up pricing, going rate
pricing, target pricing and others. The pricing based on the deals
, orders & agreements made between exporter & buyer is the
major form of pricing policy followed by exporters. It is the
competition prevailing in the pricing policy, where the product
sold internationally, the exporter have to fix up price based on
the size of order, quality of the product & agreement between
exporter and importer.
Statement 7:- To know the distribution strategies followed by
the exporters.
Table Showing the Distribution Strategies followed by the
exporters.
Export Mgt Co.Direct Modes of Distribution
Export Agent
Buying Agent11.10
88.90
Buy
Graph Showing the Distribution Strategies followed by the
exporters:-
Graph No.5
.Table showing indirect methods of distribution:-
S.No.Modes%
1.Foreign retailers52.40
2.Tracking46.40
3.Foreign Distributors1.20
4.Users0.00
5.Others0.00
Graph Showing the Indirect Modes of Entering the Following
Market:-
Graph No.6
Interpretation:-The last strategy that is followed by exporters
is distribution policy. The distribution process followed are of
two types in the international business. These are direct channel
and indirect channels of distribution.
The direct channels of export includes:-
Foreign dealers
Trading Company
Foreign distribution
End Users
The Indirect channel of distribution includes:-
Export Agent
Export Management Company
Buying Agencies
Export Broker
Trading Company
Most of the exporters of sports goods industry followed both
direct as well as indirect channel. In the direct channels 98% of
the exporters also followed indirect channel of distribution.
In the direct channels of distribution 52.4% of the exporters
followed the policy of distribution of foreign retailer and 46.4%
of these same exporters follow the distribution through the trading
company & in case of indirect channel only 11.1% of the
exporters but 88.9% of the exporter use indirect channels. They use
distribution through the buying agents.
Statement 8:- To find the problems faced in exports of sports
goods.
Table showing Problem of exporting Sports Goods:-
S.No.Problem%
1Procuring Raw Material28.30
2.Documentation problem3.60
3.Unfavourable Govt. Policies23.90
4.Distribution Problem18.80
5.Competition to Foreign High Quality Products28.80
6.Others0.00
Graph Showing the problems Faced by the exporters:-
Graph No.7
Interpretation:- Problems faced by the exporters:- The next part
of the data analysis & interpretation of the study in its major
problem faced by the exporters of the sports goods. So as per as
the problem of the exporters of the sports goods. They face many
problems like financial constraints , infrastructural development,
quality, , raw material etc, but the major problem faced by the
exporters are:-
a) Procurement of raw material.
b) Documentation problem.
c) Unfavorable Govt Policies.
d) Distribution problem.
e) Competition to high quality foreign products.
These problems are mainly faced by the exporters of the sports
goods. All the exporters of the sports goods industry are
independent. The exporter of the wooden based items faced the big
problem in procuring crane wood. Because they buy the wod from the
State of Jammu & Kashmir & from Himachal Pradesh. Both
states have their limit of selling wood to the other states so its
not easy for the manufactures & exporters of sports goods to
procure the raw wood from these states.
For the leather goods exporters again there is problem of
procuring the new leather. They purchase most of the leather from
the Uttar Pradesh & there are mainly the problem of
transportation, documentation, corruption etc. also the quality of
leather is the main contribution while purchasing the raw material.
Out of the total respondent there are 28.8% of the exporters agree
that they face problems in procuring raw material.
Same is the case with other types of raw material by the
exporters. They face problems in procurement of the other raw
materials also. The second problem is the documentation problem
which is a big problem. Every exporter have their professional
expertise who are efficient in handling the documentation procedure
of the exporters. They know the overall documentation procedure of
exporting sports goods. So maximum of the exporters do not face
much problems in export documentation. The percentage of the
exporters who face documentation problem is 3.6% only. The
documentation problem mainly arises to the countries like France,
Italy, Germany, Spain etc as the different languages used in these
countries.
The next problem is the unfavorable Govt. policies. Most of the
exporters are not satisfied with Govt. policies towards the export
industry of its sports goods of India. Like the sports industry is
not subsidized by the Govt. nor Govt is providing any kind of tax
rebate. The policy of the Govt. not much favourable to these
exporters of the sports goods. Thus the overall 23.9% of the
exporters are dissatisfied with Govt. Policies towards sports
industry. Thereafter the major problem of exporters is the
distribution of the products in the foreign market which is faced
by the exporters of the sports goods industry. This problem arise
due to various reasons, First is financial constraints. Because the
exporters do not have high financial resources with them to
establish their own distribution network in the foreign market.
Secondly is the lack of knowledge of the foreign market, of this
reason the exporters unable to set-up their own business in the
foreign market. There are 35.2% of the exporters who face the
problems of distribution of the products in the foreign market.
There are many other reasons also regarding the problems of
distribution of the sports goods.
The last problem faced by the exporters is the High Competition
with the high quality sports goods of the other countries like
Indian exporters faced extent competition with Chinese goods. The
Chinese products is of very high quality and labour in china is
also very cheap which leads to low cost of production that
ultimately lead to low price of products in the international
market. As a result Indian exporters find themselves hard to stand
in front of them.
Statement 9: Know the threats and opportunities for exporters of
sports goods industry.
The next part of the study is related with threats &
opportunities procedures to the sports goods industry. The major
threat for sports industry is the competition that the exporters
facing with high quality sports by the other countries the is India
hers opened for other foreign manufacturers and its exporters. Not
only reserve the foreign market but also sell their in Indian
market. The major threat to Indian Industry is from Chinese
products.
The opportunity available for the Indian exporters is that new
doors are opened for the Indian to enter new market of the world.
Now, Indians exporters can easily enter into foreign market because
of WTO Agreement between various countries.
Statement No. 10:- Role of Govt in boosting export of goods from
India:-
Here comes the role of Govt. in boosting the export industry of
India. The Govt. providing much help to exporters but until there
are some of the contributions which is made by the Govt. to boost
the export of sports goods from India to other countries. Govt. is
providing duty draw back to the exporters and also Govt. of India
& Ministry of Commerce has established sports goods export
promotion council of India. Its sole purpose to increase the export
of sports goods from India.
History of the Industry
Sports industry originated in India in the year 1889 at Sialkot
(now in Pakistan). The emergence of sports goods industry is very
interesting. Before independence, British officers recruited in
India used to entertain themselves with sports like hockey, Tennis,
Cricket and once the Tennis Racket of British Army Officer required
some repair so he called Mr. Ganda Singh Oberoi, a clerk in the
army to call some local artisans to repair his rackets. This racket
was repaired well. Thus Mr Oberoi found a vision to start sports
Industry in India. As India has always been proud of its skilled
artisans, so the labour force was not a big problem.
The Industry suffered a great set back in the wake of countrys
partition into India / Pakistan in the year 1947. This industry was
re-established after the partition of India. Its centre then spread
over Jalandhar, Meerut and Batala.
Benefits to Exporters through Exporting
A much bigger area of market, so that the exporter may be less
dependent upon the tastes and the preferences of one particular
country.
With Global market the exporter is much less likely to be
effected by the business cycles and political instability of
a
particular country.
A good network of market implies that if a competitor
capture
one market, only a position of his sales are likely to be
effected.
Exports help in developing domestic trade, domestic
consumers
are inclined to have more faith in products which they know are
selling abroad. Export creates a goodwill in the eyes of the
customer.
CONCLUSION
In overall study of export marketing strategies followed by the
sports goods exporters we come to the following conclusion: -
Whole industry of sports goods exporters of Jalandhar, i.e all
exporters are the independent manufacture of sports goods as they
buy the products from the local manufacture to sell the same to the
foreign market.
All the sources of procuring raw material is from the local
market as well as outsides sources.
In composition of the sports goods being exported to various
countries, the major exports include, wood based product , like
cricket bats, hockey sticks . etc. leather based products like :
cricket balls, hockey balls, boxing gloves equipments , leather
footballs rugby balls etc. rubber based product & all types of
inflatable balls rubber bladders etc. There is very less percentage
of metal based products of textile based products in the
compositions of sports goods exports.
The direction of sports goods of Indian sports goods industry is
mainly to the developed countries like UK, USA, Australia, South
Africa, France, Germany, Canada etc. and some of the exports to
developing countries like Srilanka, Malaysia etc.
The modes of exporting sports goods by the Indian exporters are
mainly direct exports, selling to visiting agents through export
house of trading companies.
In exporting sports goods the percentage of exporters who
promote their products in the foreign market is not much higher.
There are approximately 50% of the exporters who believe in
promoting the products in the foreign market. These exporters are
using the limited means of promoting the products internationally.
They are attending national level as well as international trade
fairs & by other means of advertisement through internet
etc.
Pricing policies followed by the sports goods exporters are
competitive pricing, going rate pricing & pricing based on the
negotiations between the exporters and importers.
Methods used for distribution of the products is of 2 types :
Direct Methods & Indirect Methods Maximum of the exporters
follow the Methods of foreign retailers , distribution through
trading company. In the indirect methods of distribution the
exporters follow mainly distribution through buying agents.
The major problems faced by the sports goods exporters are
procurement of raw materials unfavorable, Govt policies &
competition with high quality foreign products.
The threats for the exporters is the competition from high
quality sports goods by foreign manufacturer. The Major opportunity
available for these exporters is that new doors have opened for the
Indian exporters to enter to the new markets of the world.
SUGGESTIONS
Recommendations:
In the study of project export marketing strategies followed by
the sports goods industry , there are many start comings which
prevail in sports goods industry for which following are the
suggestions given :
1. Govt. role in exporting sports goods is satisfactory. So gout
should need to help more to exporters by providing financial help
to them in form of credit or in form of subsidies.
2. Exporters faced a lot of problems in procuring row materials
from other states like procuring wood from other states. Therefore,
state Govt. should make policies that reduces the problem in
procuring raw material for manufacturer of sports goods.
3. Indian sports goods are facing competition with high quality
sports goods
by the foreign manufacturer . So , Indian sports goods
manufacturer
should give more emphasis to manufacture high quality products.
So that
they can complete in the International market.
Chi - Square test
Null hypothesis is that there is no relationship between
promotional activities of the problems faced by the exporters.
Promotional Activities
Options ABCDETOTAL
A9680831
B101060228
C12200021
D61107017
E210003
Total393014710100
OEO E (O E )2(O E )2/EO-E-0.5(O E 0 . 5)2(O E 0 . 5)2 / E
912.09-3.099.550.79
69.3-3.310.891.77
84.343.6613.393.09
02.17-2.174.71-2.677.133.29
83.14.924.017.75
1010.9-0.920.850.07
108.41.62.560.3
63.922.084.331.1
01.96-1.963.84-2.466.053.09
22.8-0.80.64-1.31.690.6
128.193.8114.521.77
26.3-4.318.49-4.823.043.65
02.94-2.948.64-3.4411.834.02
71.475.5330.5820.8
02-1-2.14.41-2.66.763.22
66.63-0.630.390.06
115.15.934.816.83
02.38-2.385.66-2.888.293.48
01.19-1.191.42-1.692.862.4
01.7-1.72.89-2.24.842.85
21.170.830.690.330.110.09
10.90.10.01-0.440.160.18
00.42-0.420.18-0.920.852.02
00.21-0.210.04-0.710.52.38
00.3-0.30.09-0.80.642.13
Total43.7333.4
= 43 . 73 + 33 . 4 = 77 . 13
Degree of freedom = No. of Rows 1* (No. of Columns 1 )
= 5 1 * 5 1 = 16
Now the value table at 5% level at 16 degree of freedom =
26.3
Table value at 5% level is less than above calculated Chi Square
Value . This proves that there exists a significant relationship
between two elements.
Null hypothesis hence rejected.
Questionnaire
1).Type of Export House (Please tick)
a) Export Trading House
____
b) Independent Manufacturer
____
2.) What are the various categories of sports goods that you are
exporting.
Wood based items
.
Leather based items
.
Metal based items
.
Rubber based items
.
Plastic based items
.
Fibre cork based items
.
Textile based Items
.
Q3.What are the major countries to whom you are exporting the
sports
goods? Please mention.
a) d)
b) e)
c) f)
Q4.What are the different modes of entry you follow to enter the
foreign
market?
a) Direct exporting
( )
b) Licensing
( )
c) Letting through export house
( )
d) Letting through trading Company
( )
e) Contract Manufacturing
( )
f) Setting through Visiting agents
( )
h) Through interact like
( )
Q5.Is your Company promoting the product in the foreign
market?
Yes( )
No ( )
Q6.Is yes, then, what are the various promotional tools that you
are
Following?
a) Advertising on the Net
( )
b) Attending International trade fairs
( )
c) Personal Selling
( )
d) Sales promotion activities
( )
e) Others
( )
Q7.What kind of pricing policy that you are following?
a) Competitive pricing
( )
b) Growing rate policy
( )
c) Mark Pricing
( )
d) Perceived value pricing
( )
e) Target return policy
( )
f) Others
( )
Q8. What are the different channels of distribution that you are
following:-
Direct
Indirect
Foreign Retailer
( )
Export Agent
( )
Trading Company
( )
Export Mgt. & Co. ( )
Foreign Distribution( )
Buying Agent
( )
Others
( )
Export broker
( )
Others
( )
Q9.What are the major problems faced by you in exporting sports
goods?
a) Procurement of raw material
( )
b) Documentation Problem
( )
c) Unfavourable Govt. Policies
( )
d) Competition to High Quality Foreign Products
( )
e) Distribution Problem
( )
f) Others
( )
Q10.What are the various threats and opportunities prevailing in
the sports
goods industry?
________________________________________________________
Q11.How Govt. help to boost the export of sports goods from
India?
________________________________________________________
________________________________________________________
Q12.Name of the Company / Trading House:-
________________________________________________________
Foreign Trade Policy 2004-2009Highlights of the Annual
SupplementExport Promotion Capital Goods Scheme
1. To promote capacity expansion and quality up gradation in the
SSI sector, import of capital goods at 5% Customs duty shall now be
allowed subject to the fulfillment of an export obligation
equivalent to 6 times the duty save on capital goods imported under
the EPCG Scheme over a period of 8 years. (At present the export
obligation under the EPCG Scheme is 8 times the duty saved and
reducing the export obligation for small manufacturing units to 6
times shall provide an impetus to industries to modernize their
plant and machinery which will enhance our overall export
competitiveness in the medium term)
2. With a view to accelerate exports under the Scheme and to
incentivise fast track companies, firms making 75% or more of the
exports under the EPCG Scheme (including average level of exports)
in half or less than half the original export obligation period ,
shall be freed from the balance export obligation.
3. The present requirement of submitting an Installation
Certificate for machinery imported under EPCG Scheme will now not
be required for units which are not registered with Central Excise.
In lieu of a Central Excise Certificate, a Chartered Engineer
Certificate will now suffice. Firms importing spares under EPCG
shall also be required to submit a chartered Engineer certificate
only instead of a certificate from Central Excise authorities.
4. The facility of clubbing of EPCG licenses has been further
liberalized and restrictive conditions relating to same licensing
year and same products / services have been deleted. Henceforth,
all EPCG licenses issued under the same Customs Notification can be
clubbed. This will considerable reduce paperwork both for the
exporter and the licensing authorities and lead to easier
monitoring.
5. Reducing congestion at the Major ports. The facility for
export obligation discharge in rupee payment under the EPCG scheme
has been extended to the minor ports, ICDs and CFS also.
ADVANCE LICENSING SCHEME
1. The scope of Advance Licence for Annual requirement has been
extended to all categories of exporters having past export
performance. Earlier, the option was limited to Status Holders
only. The earlier limit of obtaining advance Licence for Annual
requirement has also been enhanced to 300% of FOB/FOR value of
exports made in the pervious year from 200% .
2. Transfer on Duty Free material imported or procured under
Advance Licence from one unit of the company to another unit of the
same company to be allowed with prior intimation to the
jurisdictional central excise authority. Earlier prior permission
of the jurisdictional central excise authority was required .
EXPORT ORIENTED UNITS
a) Duty free spares up to 5% of the value of capital goods
imported for excavation purposes in the Granite sector will be
allowed to be removed to the quarries.
b) The de-bonding procedure for EOUs has been simplified. A self
assessment procedure along with time bound disposal of applications
of such exiting EOUS will be put in place.
c) Capital Goods will be allowed to be transferred or given on
loan basis to
other units under intimation to both Excise and Development
Commissioner.d) Transfer of samples to other EOUs on returnable
basis within a period of 30 days to be allowed.
e) EOUs to be permitted to claim IT exemption in respect of
income on
export proceeds realized within a period of 12 months from date
of
export.
TARGET PLUS SCHEME
The Target Plus Scheme aimed at rewarding incremental exports
would continue in the year 2005-06 with such modifications as will
be notified, separately for preventing misuse, if any.
INTER STATE TRADE COUNCIL
Formulation of Inter State Trade Council to engage the State
Governments in providing an enabling environment of promotion of
international trade.
PROCEDURAL SIMPLIFICATION & REDUCTION OF TRANSACTION
COSTS
A committee to look into procedural simplification and reduction
of transaction costs was set up under the Chairmanship of Director
General of Foreign Trade. The Committee has submitted its report
and some of the key recommendations made are:
a. Internal process re-engineering to enable greater delegation
and simplification of forms and documents.
b. EDI linkage of all community trade partners like DGFT,
Customs, Bank, Export Promotion Councils etc. to facilitate
web-based filing, retrieval, and verification of documents.
c. A fast track mechanism for clearances, examination, testing,
quarantine, packaging etc. to be set up by all agencies to
facilitate import / export of perishable cargo.
d. Laying down time limits for giving approvals /s sanctions for
different import and export activities by different import and
export activities by different agencies to ensure a transparent
system of working in Government Departments and ensure continuous
improvement in quality of services rendered.
As a first step towards this exercise, the DGFT has devised a
single common application form called Aayaat Niryaat Form. This 50
page set of forms, as against the 120 page set currently in
existence, provides availability of information on DGFT related
documentation at a single place and has a web interface for on line
filing by the exporter and retrieval of documents by the licensing
authorities.
Highest Export Awards1. Mayor & Co. Jalandhar
Highest Export .
2. Soccer International Ltd. Jalandhar
IIND Highest Export.
3. Sanspareils Greenlands Pvt .Ltd. Meerut
IIIND Highest Export.
Outstanding Export Awards1. Mayor & Co. Jalandhar
Inflatable Balls.
2. Inca Hammock Manufacturing & Export (P)
Ltd.,ChennaiHammocks.
3. Sanspareils Greenlands Pvt . Ltd Meerut
Protective Equipment
For Cricket .
4. Sanspareils Greenlands Pvt. Ltd. Meerut
Cricket Bats.
5. Mayor International Ltd. Gurgaon,
Golf Balls.
6. Leisure Export Worldwide, Jalandhar
Boxing Equipment.
7. Bhalla International , Meerut
Athletic Goods.
8. Garware wall Ropes Ltd. Pune
Nets .
9. Soccer International Ltd. Jalandhar
Protective
Equipment for Inflatable Ball Sports.
10. Rainbow Exports, Kolkata
Fishing Equipment.
11. National Sports, Meerut
Inflatable Ball
Accessories.
12. Enkay (India) Rubber Co. Pvt. Ltd. , Delhi
Bladders.
13. Girdhari Lal Chopra (Agents ) Pvt. Ltd., Amritsar Chessmen
& Chess Boards.
14. R.K. International , Jalandhar
Hockey Sticks.
15. Stag International, Meerut
Table Tennis Accessories.
16. Funtime Innovations Pvt. Ltd.
Magic Games.
17. Stag International Meerut
Table Tennis Tables.
18. Frank Educational Aids Pvt. Ltd. , Noida
Puzzles.
Export Excellence Awards
1. Inca Hammock Manufacturing & Export (P) Ltd. Chennai
2. Sakay Traders, Jalandhar
3. Savi International , Jalandhar
4. F.C. Sondhi & Co. (India) Pvt. Ltd., Jalandhar
5. Sports Syndicate, Jalandhar
6. Mayor International Ltd. Gurgaon
7. Spartan Sports Industries, Jalandhar
8. Sarve Parkash & Co. , Jalandhar
9. Leisure Export Worldwide, Jalandhar
10. Hans Raj Mahajan & Sons , Jalandhar
11. Sareen Sports Industries., Meerut
12. Stag International., Meerut
13. Wasan Exports, Jalandhar
14. Rattan Brothers, Jalandhar
15. Bhalla International Meerut
16. Cosco (India) Limited., Delhi
17. Worldwide Cricket Company Pvt. Ltd., Jalandhar
18. Gujral Industries., Meerut
19. Sharma Exports, Jalandhar
20. Wintex Exports, Jalandhar
21. Garware- wall Ropes Ltd., Pune
22. Bhaizada & Son., Jalandhar
23. Rainbow Exports, Kolkata
24. National Sports, Meerut
25. Beat All Sports, Jalandhar
26. Brightway Exports International , Jalandhar
27. R.K. International, Jalandhar
28. Kamal Brothers, Jalandhar
29. International Legguard Works, Jalandhar
30. Enkay (India) Rubber Co. Pvt. Ltd. , Delhi
31. Ranson Sports Industry (Regd.) , Jalandhar
32. Universal Sports Industries, Jalandhar
33. Maxwel Exporters, Meerut
34. Ceela International, Jalandhar
35. Anand Track & Field Equipment Pvt. Ltd. Meerut
36. Ishar Dass Mahajan & Sons, Jalandhar
37. Girdhari Lal Chopra (Agents) Pvt. Ltd. Amritsar
38. Funtime Innovations Pct. Ltd. Kolkata
39. Sports Land Overseas Pvt. Ltd, Meerut
40. Archie International, Jalandhar
41. Premier Enterprises , Meerut
42. R.K. Mahajan Exports , Jalandhar
43. Chadha Sports, Jalandhar
44. Uma International , Jalandhar
45. Frank Educational Aids Pvt. Ltd. Noida
46. Avran Exports, Jalandhar
47. Nelco (India) Pvt. Ltd. Meerut
48. Delux Sports Co. Batala
49. Deal International Pvt. Ltd. Jalandhar
50. Vithal Overseas, Jalandhar
Indian Brand Promotion Awards
Company
Brand
1. Stag International, Meerut
STAG
2. Bhalla Interantional ,Meerut
VINEX
3. Ekay (India) Rubber Co. Pvt. Ltd., Delhi
ENKAY
BIBLOGRAPHY Varshney, R.L. & Bhattacharya , International
Marketing Management on Indian perspective , Sultan Chand &
Sons
B.S. Rathor & J.S. Rathore, Export Marketing, Himalaya
Publishing House
International Marketing by S.C. Jin
www.sgepc.org www.sportsgoodsindia.org www.mayorworld.com
www.rattanbrothers.com www.indiamart.com/sports-syndicate
www.soccerinternational.com www.fcsondhi&co.com EMBED
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_1207621203.xlsChart1
0.52
0.48
Sheet1
Promoting the products52%
Not promoting the products48%
Sheet1
0
0
Sheet2
Sheet3
_1207621702.xlsChart3
32.4
0
0
7.2
0
34.2
26.2
%
Sheet1
S.No.Pricing Policy%
1Competitive Pricing32.4
2Perceived Value0
3Mark-up Pricing0
4Value Pricing7.2
5Marginal Pricing0
6Goeng34.2
7Target Return Policy26.2
Sheet1
0
0
0
0
0
0
0
%
Sheet2
Sheet3
_1207622387.xlsChart1
52.4
46.4
1.2
0
0
Sheet1
1Foreign retailers52.4
2Tracking46.4
3Foreign Distributors1.2
4Users0
5Others0
Sheet1
0
0
0
0
0
Sheet2
Sheet3
_1207620995.xlsChart3
38
0
0
0
0
12
0
16
34
%
Sheet1
S.No.Modes%
1Direct Export38
2Contract Manufacturing0
3Licencing0
4Foreign Manufacturing0
5Piggy Back0
6Selling to Visiting Agent12
7Joint Ventures0
8Selling through export house16
9Letting through trading company34
Sheet1
0
0
0
0
0
0
0
0
0
%
Sheet2
Sheet3
_1206725443.xlsChart4
28.3
3.6
23.9
18.8
28.8
0
Sheet1
Procuring Raw Material28.3
Documentation problem3.6
Unfavourable Govt. Policies23.9
Distribution Problem18.8
Competition to Foreign High Quality Products28.8
Others0
Sheet1
Sheet2
Sheet3
