INTRODUCTION

INTRODUCTION

The economy is characterized by scarcity of men, materials

and money, the job of a business man has become more complex.

Increase in the needs and desires of retailers and of marketing, the

business man is placed in a more difficult position in producing and

selling his goods, the performance of other activities felt necessary for

the success and several of the business organizations. It is in this

context, the activities of marketing mix came in to existence.

marketing management takes place when at least one party to a

potential exchange gives thought to objectives and means of

achieving desired responses from other parties, according to

the American marketing association “Marketing management is

the process of planning and executing the conception, pricing,

promotion and distribution of ideas, goods and services to

create exchanges that satisfy individual and organizational

objectives”. This definition recognizes marketing management

as a process involving analysis, planning, implementation and

control; that it covers ideas, goods and services; that it rests

on the nation of exchange, and that the goal is to produce

satisfaction for the parties involved. The function of

distribution involves both channelization of products/services

and their physical distribution. Marketing research, product

planning, pricing, selling, advertising &distributing. Though these functions

are identified with operations unique to them individually, they are not

performed in isolation they interact among themselves to produce an

integratedbusiness function called marketing.

The marketing executive closely coordinates the activities of

the different marketing functions right from the conception of the

product idea to the consumption of the finally developed and delivered

product the result of this intra marketing coordination is the

development of a marketing mix built in potential for the maximum

impact in the market place. Besides marketing decision spear heads

coordination with the other product other corporate functions ex:

production, finance, personal etc. so as to produce a well knit,

effective and profitable corporate action directed towards achievement

of the twin objectives of consumer satisfaction and targeted return on

investment.

The individuals and institutions perform the functions of

procurement, storage, packing, financing and transportation and counseling

in linking the two ends. The middlemen are classified as merchant and agent

middle men. The retailers are come under the category of merchant

middlemen. Retailing includes all the activities directly related to the sale of

goods and services to ultimate consumers for personal or non-business use.

.

Retailers awareness plays a vital role in the retailers purchase

decision. Awareness should be backed up by knowledge and interest which

depends upon information need of retailer through gathering information the

retailer learns about competing brands and their features.

Awareness is building block for purchase decision Awareness is the

starting phases in the adoption process of the new product. The retailer

becomes aware of the innovation but lacks information about it. If the

awareness of the product is more than there will be less need for information

and the decision to purchase the product will be fast. The study deals with

the retailers perception of Ambatur Clothing Limited

The role of distribution is getting a product to its target market. A

distribution channel carries out this assignment with middlemen performing

some tasks. A middleman is a business firm that renders services directly

related to the purchase and sales of a product as it flows from producers to

retailer. The selling of product to retailers directly is also very difficult so in

today's world the middlemen have very important place.

Agents offer those marketing services that the producers either is

unable to provide or cannot economically perform. The manufacturers have

agents all over and he sends the stock to them and the agents sells to the

customers. So here agents play a very important role for the manufacturers.

They promote the product through their word of mouth communications.

They provide market intelligence and feedback to the company about the

products. They are the people who deal with the customers directly so they

know the pulse of the market.

Agent's suggestions should be taken into consideration when a new

product is to be launched or when a product is declining. So this shows that

agents play an important role in marketing the products. Agents are helpful

to know about various things. Such as the response of customers quality of

products, delivery promptness, response for other companies, faults or their

own products etc. so it is very important to give them an important place

and to know the problems of agents. So agents are middlemen who are not

be neglected but given importance.

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE

“A Study on Retailers Perception towards Ambatur Clothing Limited

SECONDARY OBJECTIVE

To study the retailers perception towards ACL apparels

To study retailers perception towards price of ACL apparels

To study retailers perception towards promotion of ACL apparels

To study retailers perception towards distribution of ACL apparels

To review the problems of the retailers with regard to distribution by

the ACL and to get their suggestions.

NEED OF THE STUDY

Marketing is typically seen as the task of creating, promoting and

delivering goods and services to consumers and business.

A buyer’s satisfaction is a function of the product’s perceived

performance and the buyer’s expectations is said that higher satisfaction

leads to higher customer loyalty, many companies today are aiming for TCS

– Total customer Satisfaction.

It is very essential to conduct feedback survey from time to time to

know awareness levels towards new products, satisfaction towards product –

performance.. In order to achieve the desired objective, it should ensure that

consumer’s needs are addressed to their satisfaction in a most willing

manner at the same time it’s marketer’s duty to check satisfaction levels

and to know the feedback from the market.

India is fast growing economic country because of implementation of

reform process view of the changing competitive environment. Every

industry is rather forced to review its position in the market. The ACL

industry also having that type of improvement because of the growing

population has been creating tremendous demand to ACL products over the

years the ACL industry is undergoing good marketing in India. It is essential

for the company to know about the retailers perception to make further

improvement in their marketing strategies towards retailers. So the study is

undertaken to find out the retailers’ perception.

SCOPE OF THE STUDY

The study is conducted in CHENNAI city covering a sample size of seventy retailers. The study

took about two months for completion and collection of primary data and secondary data.The

selection of sample was on the basis of convenient sampling. The study covers T-nagar,

Purusawakkam, and Anna Nagar , as the clients density is more in those areas. All the retailers

ineach area were interviewed with structured questionnaire and also a direct in-depth

interview,With additional question, in order to fulfill the objectives of the research. The study

provides a deep insight towards retailers perception towards all the 4ps of marketing VIZ.

product,price,place and promotion.

LIMITATIONS OF THE STUDY

While conducting a Marketing Research, the researcher faces with a lot of limitations. The

present study is not an exception. A few errors have been expected despite of best efforts to

avoid them but this is expected that still the study is much relevant, in spite of following;

As the study is based mainly on primary data and some of secondary data are used in this

study, the possibilities of personal bias can’t be ruled out.

The researcher intention to reach to a large sample size could not be accomplished due to

lack of time and financial resources the intention could not be accomplished upon the

desired level.

Some respondents were reluctant to reveal the information’s on the pretext that they

didn’t have sufficient time.

There was information bias occurred at the time of data collection.

Motivating the people for the survey was a challenging part of the survey.

Despite all of the limitations efforts are being made to overcome the errors in the survey.

Research Methodology

Research design is needed because it facilitates the smooth sailing of the various research

operations, thereby making research as efficient as possible yielding maximal information with

minimal expenditure of effort, time and money. Just as for better, economical and attractive

construction of a house, we need a blueprint well thought out and prepared by an expert

architect; similarly we need a research design or plan in advance of data collection and analysis

for our project. Research design stands for advance planning of the methods to be adopted for

collecting the relevant data and the techniques to be used in their analysis, keeping in view the

objective of the research and the availability of the staff, time and money.

Preparation of the research design should be done with great care as any error in it upset the

entire project. Research design, in fact, has a great bearing on the reliability of the results arrived

at the end as such constitutes the firm foundation of the entire edifice of the research work.

Aim Of The Research

Aim of the study is to analyze the gap and suggest strategy to retailers, for marketing of ACL

apparels

SAMPLE DESIGN

Sample Unit: Retailers of ACL Apparels

Sample Size: 70 retailers by covering parts of CHANNAI.

Sampling Type: Non probability convenient sampling

APPROACHES OF DATA COLLECTION

RESEARCH DESIGN:

DESCRIPTIVE RESEARCH

Descriptive research does not fit neatly into the definition of either

quantitative or qualitative research methodologies, but instead it can utilize

elements of both, often within the same study. The term descriptive

research refers to the type of research question, design, and data analysis

that will be applied to a given topic. Descriptive statistics tell what is, while

inferential statistics try to determine cause and effect

The research is primarily descriptive in nature. The sources of information are both

primary and secondary.

Approach constitutes of both

I. Primary data.

II. Secondary data.

Primary sources:-

Questionnaire Analysis

SECONDARY DATA:

It refers to those data that was already being corrected by and analyzed by someone else. This data is collected from

Reports Magazines. Newspapers and books Internet

Industry Profile

The textile industry or apparel industry is primarily concerned with the production of yarn, and cloth and the subsequent design or manufacture of clothing and their distribution. The raw material may be natural or synthetic using products of the chemical industry. The textile industry grew out of the industrial revolution in the 18th Century as mass production of yarn and cloth became a mainstream industry.

In 1734 in Bury, Lancashire, John Kay invented the flying shuttle, one of the first of a series of inventions associated with the cotton industry. The flying shuttle increased the width of cotton cloth and speed of production of a single weaver at a loom. Resistance by workers to the perceived threat to jobs delayed the widespread introduction of this technology, even though the higher rate of production generated an increased demand for spun cotton

In 1761, the Duke of Bridgewater's canal connected Manchester to the coal fields of Worsley and in 1762, Matthew Boulton opened the Soho Foundry engineering works in Handsworth, Birmingham. His partnership with Scottish engineer James Watt resulted, in 1775, in the commercial production of the more efficient Watt steam engine which used a separate condenser.

In 1764, James Hargreaves is credited as inventor of the spinning jenny which multiplied the spun thread production capacity of a single worker- initially eightfold and subsequently much further. Others credit the original invention to Thomas Highs. Industrial unrest and a failure to patent the invention until 1770 forced Hargreaves from Blackburn, but his lack of protection of the idea allowed the concept to be exploited by others. As a result, there were over 20,000 Spinning Jennies in use by the time of his death. Again in 1764, Thorp Mill, the first water-powered cotton mill in the world was constructed at Royton, Lancashire, England. It was used for carding cotton. With the spinning and weaving process now mechanized, cotton mills cropped up all over the North West of England.

Indian Textile Industry has an overwhelming presence in the economic life of the country. Apart from providing one of the basic necessities of life, the textile industry also plays a pivotal role through its contribution to industrial output, employment generation and the export

earnings of the country. It contributes about 14% to the industrial production, 4% to the GDP and 11% to the country’s export earnings. The textile sector is the second largest provider of employment after agriculture.

The Indian textiles industry is extremely varied, with the hand-spun and hand-woven sector at one end of the spectrum, and the capital intensive, sophisticated mill sector at the other. The decentralized power looms/ hosiery and knitting sector form the largest section of the Textiles Sector. The close linkage of the Industry to agriculture and the ancient culture, and traditions of the country make the Indian textiles sector unique in comparison with the textiles industry of other countries. This also provides the industry with the capacity to produce a variety of products suitable to the different market segments, both within and outside the country. The major sub-sectors that comprise the textiles sector include the organized Cotton/Man-Made Fiber Textiles Mill Industry, the Man-Made Fiber/Filament Yarn Industry, the Wool and woolen Textiles Industry, the Sericulture and Silk Textiles Industry, Handlooms, Handicrafts, the Jute and Jute Textiles Industry, and Textiles Exports.

The textiles sector has witnessed a spurt in investment during the last five years. The industry (including dyed and printed) attracted foreign direct investments (FDI) worthRs 6,428.18 crore (US$ 1.03 billion) during April 2000 to November 2013.

Some of the major investments in Indian Textile Industry are:

Sutlej Textiles and Industries, one of the largest yarn, fabric, garments and home textilesmanufacturers in India plans the expansion of its Jammu and Kashmir (J&K)manufacturing unit with an investment of Rs 1.75 billion (US$ 28.10 million). Superdry plans to open 20 stores in India over the next five years, as per Mr JamesHolder, Founder, Superdry. The Aditya Birla Group has signed an in-principle agreement to buy the assets ofOntario-based Terrace Bay Pulp Mill for Rs 605 crore (US$ 97.14 million). The acquisition would be carried out through AV Terrace Bay (Canada), a special purpose vehicle (SPV) in which two group companies, Grasim Industries and Thailand-based Thai Rayon Public, would hold stake. Tommy Hilfiger plans to add 500 stores in India over the next five years as part of theirexpansion spree. CancliniTessile plans to tie up with Tirupur-based Emperor Textiles to stitch its shirts inIndia. The equal joint venture (JV) with Emperor Textiles will set up a separate manufacturing unit in Tirupur to manufacture Italian fabric for domestic consumption.

Market Share

Figure 1 Source: Ministry of Textiles, Press Information Bureau

In 2014, apparel had a share of 69 per cent of the overall market; textiles contributed the remaining 31 per cent

Market Size

Figure 2 Source: Ministry of Textiles, Press Information Bureau

The size of India’s textile market in 2011 was US$ 89.0 billion; the market isexpected to expand at a compound annual growth rate (CAGR) of 10.1 per centover 2009–21.

Exports

Figure 3 Source: Ministry of Textiles, Press Information Bureau

Cotton and Man-made textiles were the major contributors with shares of 34 per

cent and 17 per cent, respectively.

Government Initiatives

The Government of India has promoted a number of exportpromotion policies for the Textile sector in the Union Budget 2011-12 and the Foreign TradePolicy 2009-14. It has also allowed 100 per cent FDI in textiles under the automatic route. Dueto policy measures initiated by the Government in the recent past, the Indian textiles industry isin a stronger position than it was in the last six decades. The industry which was growing at 3-4 percent during the last six decades has now accelerated to an annual growth rate of 8-9 per centin value terms.

The Government has also allowed 100 per cent FDI in the sector through the automatic route. In the 12th Five Year Plan (2012–17), the government plans to spend US$ 9.1 billion on textiles as against US$ 4 billion in the 11th Plan.

Some of initiatives taken by the Government to further promote the industry are as under:

Encouraged by turnaround in the textile exports, the Government of India plans to set up a US$ 60 billion target for the next financial year, a jump of over 30 per cent from the current financial year. For the current fiscal year, government has set a target of US$ 43 billion. The Cabinet Committee on Economic Affairs (CCEA) has approved an Integrated Processing Development Scheme (IPDS) with a corpus of Rs 500 crore (US$ 80.25 million) to make textile processing units more environmentfriendly and globally competitive. Hyderabad is all set to have yet another national centre – a Rs 100 crore (US$ 16.05 million) National Institute for Footwear Design and Development. The Government of Andhra Pradesh has already allocated the required land at Gachibowli in Cyberabad. The Government of India plans to set up a Rs 100 crore (US$ 16.05 million) venture capital fund to provide equity support to start-ups in the textile sector, in order to encourage innovative ideas in this export intensive sector. Under the Technology Upgradation Fund Scheme (TUFS), the cotton textile industry of India will receive margin money from the Ministry of Finance. The industry is also expected to attract Rs 4,000 crore (US$ 642.28 million) in the form of investments over the next six months. The Government of India has allotted Rs 700 crore (US$ 112.39 million) in the next Five Year Plan for the development of technical textiles. In 2012–13, the technical textiles industry reached Rs 7.48 trillion (US$ 120.12 billion) at an annual growth rate of 3.5 per cent.

PUBLIC SECTOR UNDERTAKINGSNational Textile Corporation Ltd.The British India Corporation Ltd.I.E. Elgin Mills Company LtdCawnpore Textiles Ltd.Brushware LtdCentral Cottage Industries Corporation of India Ltd.National Handloom Development Corporation

Jute Corporation of India Ltd.National Jute Manufactures Corporation Ltd.Birds Jute & Exports LtdCotton Corporation of India Ltd.

A. B. Des. – Desige

Fashion DesignLeather DesignAccessory DesignTextile DesignKnitwear DesignFashion Communication

B. B. F Tech– TechnologyApparel Production

Post Graduate DegreesMaster of Design (M. Des.)Master of Fashion Management(M.F.M.)Master of Fashion Technology (M.FTech.)

Road Ahead

The textiles industry complements the growth of several industries and institutions such as the defense forces, railways, and government hospitals, which are the key institutional buyers of technical textiles. The market is expected to grow to US$ 31 billion by 2020, at a compound annual growth rate (CAGR) of 10 per cent. The industry includes production of flexible packaging material for industrial, agricultural and consumer goods. Among the other segments, protech, oekotech, spotech and geotech have significant growth potential. India’s technical textile industry is an emerging area for investments with good growth opportunities.

With the increase in investments in the Indian textile sector, the subsequent increase in the industrial production, and the positivity observed by the textile sector have resulted in progress and development of the sector. Integrating the sector needs with technical advancements will completely modernize the industry chains across the country, along with continued investments assisting in reaping benefits for the Indian textile sector.

Company Profile

Ambattur Clothing Limited(ACL), from its modest beginnings in 1981,with just one production unit, Ambattur Clothing Limited has now evolved into USD 140 milliongroup manufacturing apparel for some of the World’s leading brands. An aggressive phase ofexpansion during the last decade has brought us to where we are today -India’s leading exporterswith nine production facilities in India and one at Bahrain. As always ACL remains committed toprovide quality products and services to all customers at all times. The group manages a 2.5 lakhsq ft factory, employing more than 5,000 people. ACL caters to leading international apparelbrands like

GAPDieselBanana RepublicKohl’sLevisEddie BauerCanary BlueJ.JillAnn TaylorTalbots etc.

Canary Blue:

Canary blue is one of the fastest growing clothing brands, a retail division ofACL. Canary blue has a large chain of specialty stores, at prime shopping districts in all leadingmetros including New Delhi, Noida, Ahmedabad, Pune, Chennai, Bangalore, Hyderabad. Thegroup is all set to double the numbers in the coming years and is soon set to reach other citiesincluding Coimbatore, KarolBagh, gurgaon, Jalandhar, Ludhiana, and Chandigarh.

ColorPlus:

20 years of giving India a new dress code called ‘Smart Casual’. Built ontrust, authenticity and innovation. Underpinned by an eye for detail and craftsmanship, to delightthose who are astute judges of quality. Launched in 1993, ColorPlus created a niche in the readyto wear market in India by pioneering smart casual clothing for men and changed the way hedressed. It has created cotton and linen based clothing that is elegant as well as comfortable, andepitomizes the very ethics of contemporary values at the work-place. ColorPlus’s remarkablesuccess with smart casuals opened up a whole new market segment. Its innovation includesWrinkle-Free Chinos, Golf Ball wash, Wrinkle-Free linen, Stain free shirts and many suchproduct enhancements.

Raymond acquired the ColorPlus brand on September 20, 2002. Initiallypurchased 75.1 per cent stake for Rs 39 crore and had valued the remaining 24.9 per cent at Rs16 crore which was purchased on a later date.

Corporate Vision:

ACL believes in the challenges like meeting international standards of quality,achieving high levels of production effectiveness and optimizing existing resources. They worktowards

Being a world class company dedicated towards excellence and professionalism.Customer delight through total quality and services.Fostering a spirit of entrepreneurial leadership and being vibrant organization.

Team / Manpower:

Being a professionally managed group, the Management Team of ACL hasset the pace for changing global customer demands for textiles. Its Focus to be in the forefront of\ the technology has enabled the company to play a dominant role in the global textile arena. AtACL, we treat the employees as extended families. The team believes that the genuine interestand the well being of the workforce is fundamental for exceptional Organizational results.

Achievements:

Over the years, we've come to signify the best in service anddependability for many of our clients. And their faith in us has helped us achieve an annual sales turnover of US $140 million.Overall financial performance:

Annual sales turnover of US $140 million.Asset base of US $40 million and Net worth of US $50 million.Low debt.Rated as "Best client in India" by IDBI bank.

Infrastructure:Fabric Mill.Material Management Centre.Production Facility.Wet Processing.Visited by Quality Auditors (Q.A) on a consistent basis.In-house basic lab.Fabric and trims inspection system.DHU (Defects per hundred units) system of quality control.Visual and Statistical quality audit system of finished goods.

Ambattur Clothing Limited (ACL) Group:

Ambattur Infra Developers:

ACL has developed a landmark residential project,Grayshott, in collaboration with a leading regional developer, Ceebros. Currently afew more independent projects are in the pipeline. Park Hyatt Chennai a 5 starluxury hotel offering discerning business and leisure travelers their new personaladdress in the city. Located next to the governor's residence, alongside the GuindyForest Reserve, this serene sanctuary is one of the closest hotels to the airport andprime business districts of the city. Design elements inspired by flowing landformslead to a serene lily pond and courtyard situated at the heart of the hotel. Thecontemporary artwork weaves a unique story through Chennai’s rich cultural heritageas the textile hub of Southern India. Ambit IT Park has been designed and built withits future tenants needs and their business needs as its key focus. The building haslarge and highly efficient floor plates with an efficiency of 84%, spanning up to92,000 sft. This translates into better utilization of space, hence more seats can beplanned in the same area as compared to other IT parks. This state-of-the-art structurehas high end specifications such as York chillers, Mercedes diesel generators,Mitsubishi elevators and more to ensure that the tenants enjoy top of the line facilitiesand lower maintenance costs. The green building features of the facility targetssustainability and reduced usage of electricity and water. AMBIT IT Park is thus anatural choice for any IT firm looking at a world class IT facility with high qualityinfrastructure, supported with excellent amenities.

Tusker Travels :

With 16 years of experience backing us, Tusker Travels is a namesynonymous with inbound / outbound tourism and ticketing. Tusker Travels Pvt Ltd is one ofthe largest clients and network based travel agent in Chennai. An IATA approved travel agency,Tusker Travels is a division of Ambattur Clothing Ltd. Our clients include multinationalcompanies, institutional bodies and large public sector organizations, who realize the value ofopting for professionals to service their travel needs. Tusker Travels has been rated as

Top agent by Jet Airways.One of the top two agents by Indian Airlines.One of the top ten agents by Sahara Airlines, Singapore Airlines, Lufthansa, Emirates& Cathay Pacific.

Board of Directors:Vijay Mohandas Mahtaney.Koshu Vijay Mahtaney.Amit Vijay Mahtaney

QUESTIONARIE

1. Company name:2. Number of years of association with ACL?

a) Less than 1 year

b) 1-3 years

c) more than 3 years

3. How long you are in business?

a) below 3years

b) 3-5 years

c) more than 5years

4. What is the quantum of business you do with ACL per month?

a) below 5 lakhs

b) more than 5 lakhs

5. What types of clothing do you buy from ACL?

a) jeans

b) shirts

c) T. shirts

d) pants

Kindly give your level of agreement to the following statement

Strongly Agree

Agree Neutral Dis-Agree Strongly Dis-Agree

Apparels of ACL is of high quality

ACL apparels are durableconsumer are happy with the apparelsACL apparels are better than the other distributors

ACL supplies apparels at a reasonable priceACL apparels are cheaper than other distributors on all apparels ACL supplies the material on the time The damages are less than the apparels supplied by other distributorsACL takes back the damages materials supplied Acl provides the discount on all apparels