8/3/2019 Chinar Final Report
1/54
SUMMER TRAINING
ON
MARKETING RESEARCH OF RETAIL OUTLETS
UNDERTAKEN AT
HISAR,HARYANA
In partial fulfillment of the requirement
For the award of degree
Of
MASTERS OF BUSINESS ADMINISTRATION
SESSION 2009-11
SUBMITTED TO: SUBMITTED BY:
MRS.GARIMA GUPTA NARESH KUMAR
ROLL NO: FMS/MBA/119
8/3/2019 Chinar Final Report
2/54
DECLARATION
I, Naresh kumar Student of MBA (3rd Sem) Manavrachna International
University(Faridabad), hereby certify that I have successfully completed the training
on "marketing research on Retail outlets" at Chinar Syntex Ltd., Hisar, During my
summer training for two month.
All the information given in the project are true and whole my own
presentation and not copied from any where else.
Naresh kumar
8/3/2019 Chinar Final Report
3/54
CONTENTS
1. Acknowledgement
2. Abstract
3. Table and Contents
4. Company Profile
* Introduction of the Company
* Objective of the CHIANR
* Organization Chart
5. Marketing Department
* Function of Marketing Department
* Organization chart of Marketing Department
6. Production Process
7. Introduction to the Topic
* Introduction to Retailing
* Functions to Retailing
* Objective of Study
8. Research Methodology
* Research Design
8/3/2019 Chinar Final Report
4/54
9. Analytical observation
10. Suggestions
* Product
* Price
* Place
* Promotion
11. Conclusion
12. Annexure
* Bibliography
* Questionnaire for retailers
8/3/2019 Chinar Final Report
5/54
ACKNOWLEDGEMENT
A training report is never the sole product of one person whose name appears on the
cover. There is always the help, guidance and suggestion of many in the preparation
of such a project. So it gives me great .pleasure to express my gratitude to wards all
the individuals who directly or indirectly helped me in completing this report.
First of all, I express my gratefulness to Mr. Purshottam Aggarwal (M.D.CHINAR
syntex) and Mr. Naresh Aggarwal (Marketing President) who permitted me to take
training from CHINAR Suitings. My thanks are also to Mr. Mahabir Singh for his
cooperation and guidance for my summer training.
I am also greatful for all the Staff of CHINAR for their friendly behavior and their
cooperation during the training period.
(Mr. Mahabir Singh) who helped me selection of my topic and guided about my
training work.
NARESH KUMAR
8/3/2019 Chinar Final Report
6/54
ABSTRACT
Summer training is an integral part of vocational Course. This training is meant to
provide the students to arrange an exposure of actual functioning of the real
atmosphere surrounding the organization. A part from the theoretical knowledge we
get practical training to understand the natural atmosphere of the Industry. We learn to
implement the things practically which we read in the books.
So to keep myself aware of the things regarding marketing management, I did my
summer training in Chinar Syntex Ltd., Hisar. My interest lies in marketing
management so I selected the topic "Market Research of Retail Outlets for Chinar
syntex"
Retailers and the dealers are the important part of the distribution network of the
industry so every company must pay much attention towards them and motivate them
in every possible manner.
8/3/2019 Chinar Final Report
7/54
TEXTILE INDUSTRY IN INDIA
India has very large textile industry, one of the largest in the world. It is largest
organized industry in India. It employs over 12 lakh workers. The total sales income of
61 major companies in the industry aggregates to Rs. 10,000 crore. The industry
presents an interesting picture of coexistence of four sectors. Which are khadi
handlooms, power looms and organized mills, and cotton textiles, is the source of raw
material for all these industrial firms? Presently the value of cotton textile made in the
country me more than Rs. 3,500 crore per annum. The consumption has been shifting
consistently towards modern blended dyed and printed goods. In general there has an
upward shift in clothing taste and consumers now prefer good quality and durable
products. This has promoted several entrepreneurs in textile industry to change their
product mix.
Textile constitutes an important sector in India's exports. Textile and garments are the
single largest category of products exported from garment export industry in particular
is showing penman growth year after year. Realizing its export significance and
employment potential, the government delicenced the cotton textile industry including
power looms. Encouragement to export of cotton textile and garments became an
important part of the new policy. Under new policy sophistated garment
manufacturing machines, which not manufactured in India, are now allowed to be
important under the open general license (OGL) Moreover, the new policy has allowed
large firms to setup garment-manufacturing units, provided they export 50% of their
production. Using this facility many large business houses are now entering this area, a
number of them are securing collaborations with well known foreign garment firms
and are sitting up large scale manufacturing units.
8/3/2019 Chinar Final Report
8/54
COMPANY PROFILE
The company CHINAR Syntex Limited was incorporated on 23rd September 1992
with the company number 5-3-1791. The Company is registered under the Indian
Companies Act 1913 (Act. VII of 1913) and companies Act 1956 (Act 1 of 1956). The
authorised share capital of the company is 250 lakhs which is divided into 25 equity
shares of Rs. 10/- each.
CHINAR Syntex Ltd. was commenced with 16 looms and a workforce of 15 people. It
is situated in the Industrial Area in Hisar and its Head Office is also in Hisar
Earlier they work for Graviera Suiting on Job basis at they manufactured fabric for
them but after some time in 1994, they manufactured own suiting named CHINAR
suiting with the same processing and yarn.
The mill is known for its suiting, its produces polyester viscose blended fabric under
the brand name of CHINAR suiting, the fabric is amongst the most popular name in
the country. This company makes various types of suitings i.e. Denim, Twill, Matty,
Plane which are made through different denier. It does not make yarn but take supply
8/3/2019 Chinar Final Report
9/54
8/3/2019 Chinar Final Report
10/54
keeps the customer's psychology in mind and develop the product not only to satisfy
them but to delight the customer. So CHINAR Suiting always put the emphasis on
quality that is prime objective of whole unit.
8/3/2019 Chinar Final Report
11/54
OBJECTIVE OF COMPANY
Objective establishes the goals and the aims of business and determine its shape of
future event. Objective are they way of achieving motives for profit or self service.
Objective represent a clear picture of activities which are sought to be achieved. Main
objectives of CHINAR Syntex Ltd. as given memorandum of association are: -
1. To introduce new products and create new markets.
2. Increasing productivity of work force.
3. Customer service and Customer satisfaction.
4. Increasing work culture among the employees.
5. Capitalising on company strengths and use of corporate as sets.
6. Increase quality products and services.
7. Continuous innovation.
8. To provide a growth rate of about 10% per annum.
9. Improve the advertising effectiveness.
10. To ensure that large proportion of sales in directed towards the rural sectors
and urban sectors.
8/3/2019 Chinar Final Report
12/54
MARKETING DEPARTMENT IN CHINAR SUITINGS
Companies often need to recognize their business and marketing in response to
significant change in business environment. To cope up with changes, companies are
increasingly focusing on developing their businesses and core competences. For all
this, companies put emphasis on developing marketing department in the form of team
work centered around core business processes, trying to break down department walls.
Companies are also trying to break down walls between themselves and their supplies
and distributors by treating them as business partners and including them in
information flow.
The Marketing manager's tasks to identify opportunities and prepare marketing
strategies and programs. A company can have an excellent marketing department and
yet failure at marketing. Much depends on how the company's other departments view
customers and their marketing responsibilities. If they point to the marketing
department and say "They do the marketing", the pany has not implemented effective
marketing. Only when all of company's employees realize that their jobs are created by
customers who choose the company's products does the company become an effective
marketing company.
In CHINAR Syntex Ltd. effective marketing is implementing through functional
organization. There is a separate and well-established yarn marketing department in
the guidance of D.S. Aggarwal executive President of CHINAR Syntex Ltd. The
whole production of yarn in CHINAR is marketed by this department.
8/3/2019 Chinar Final Report
13/54
FUNCTIONS OF MARKETING DEPARTMENT OF CHINAR
1. To discover and translate consumer needs and desires into products and
services.
2. To create the demand for the products of the mill through promotional
measures and pricing strategies.
3. To serve the consumer demand through planned physical distribution with
help of marketing channels.
4. To expand the market even in presence of competitors with help of
competitive strategies.
5. To explore the market position of the product.
8/3/2019 Chinar Final Report
14/54
ORGANISATION CHART OF MARKETING DEPARTMENT
Marketting President
Production
PlanningControl
Executive
Marketing
Executive
Assistant
Manager
Dispatch
Officer
8/3/2019 Chinar Final Report
15/54
8/3/2019 Chinar Final Report
16/54
CHINAR Syntex Ltd. manufacture only the fabric and purchase the yarn. The main
operation involved in the production of fabric is called weaving. We will discuss here
in brief. Various sub-processes carried out in the executing of these operations.
WEAVING
Synthetic yarn is used as the input in weaving process (in CHINAR), and the end
product obtained in fabric So weaving is the process of converting yarn into fabric.
The various operations involved in the process are sequentially followed is the
following manner -
Process of Weaving
WARPING
Sizing
Drawing-in
Loom shed(Weaving)
Mending
FOLDING
PACKING
Finishing
8/3/2019 Chinar Final Report
17/54
WARPING :
This is the first sub process in weaving. Here the yarn is used to form
beams. Main objectives of warping are to form a beam,
To form a beam,
To remove weal places which were not removed up to winding of yarn.
to remove slab and fluff etc.
Warping consists in arranging side by side, a large number of yarn ends to form a
sheet of yarn rapped round an iron rod. This sheet on iron rod is called 'Beam' Warping
is of two types Beam Warping, and section (or Mill) warping. In Beam Warping, Yarn
of only one colour is used, But if we want to make a design of warp wise strips in the
fabric, the mill warping will be required. Mill warping consists in warping of yarn of
different colours simultaneously on the same beam.
SIZING :
Sizing is a chemical treating of yarn on beams. The objective of sizing are -to provide
further strength to the yarn to withstand the tension while running on the loom and
hence, reduce breakages,to protect the yarn from various types of insects. Various
materials are used in sizing, to achieve the above mentioned objective, These materials
include-starch (Mandi) adhesives, finding materials and insectidicdes. etc. The beam
after sizing is called 'weaver's Beam.
DRAWING IN :
8/3/2019 Chinar Final Report
18/54
8/3/2019 Chinar Final Report
19/54
predetermined design of reeds & picks. 'Reed and Pick and respectively the number of
ends warpwise and weftwise in one square inch of fabric. Insertion of yarn taken place
with the help of shuttle of repiers. Which are essential parts of looms. The types of
looms, in the loom shed of CHINAR are-Dornier (rapier Looms: 66 & Sulzer
(Projectile looms): 30 Sulzer is the advanced version of Dornier.
TYPES OF FAULTS GENERALLY FOUND AFTER WEAVING:
(i) Chira (ii) Jala (iii) Design Cut
iv) Jhirky (v) Patti) vi) Double Ends
vii) Fourply viii) Wrong Drawn (ix) Wrong Denting
x) Shuutle Fly xi) Wrong Pattern
MENDINGS :
8/3/2019 Chinar Final Report
20/54
The grey cloth from the loom-shed is brought for mending. The full length of the
cloth is manually checked here, and the defects are removed by hand scissors and
other equipments. Most of the removable defects in fabric get removed here.
FINISHING :
Mended Cloth is further processed in the finishing Section. Finishing is one of the
most important processes, because the fall, lustre and drape of the final product (i.e.
cloth) depends largely upon it. Some other functions that this section can perform are
making the cloth Fir-proof, Shrink-proof, wrinkle proof, water proof etc. Mainly three
processes are carried out in this section processing, Dyeing and Printing.
Processing :
In this sub-section, the long threads which remain loosely attached to the surface of the
fabric are removed first of all. After that, small hairy fibres projecting from the surface
of the fabric and certain impurities like dust and waxy material etc. are also removed.
The fabric is then throughly washed to remove Mandi from it. It is dired then and
passed on a Stenter machine, where by the process of 'Heat Set' the shrinkage of cloth
is removed, and by chemical processing, lustre & shine are produced.
DYEING AND PRINTING:
Fabric can be two types, according to the dyeing process : Top dyed : manufactured
from already dyed yarn & Piece dyed: Manufactured from undyed grey yarn & hence
required dyeing. In the dyeing process, the polyester and viscose parts of the cloth are
dyed separately because there chemical & condition requirements vary. Polyester part
8/3/2019 Chinar Final Report
21/54
is dyed by using the desperse dyes and at very high temperature. But viscose part
required wet-dyes *i.e. the days which are easily soluble in water). The fabric is
washed after dyeing both these parts.
Fabric printing is of two types-screen printing & Roller Printing. But in the Products
of CHINAR Printing is not usually required. After the processing for Printing & or
Dyeing, the fabric of every types is property washed and dried.
FOLDING :
The finished fabric is brought to this section for checking and folding. It is also a part
of the quality control at CHINAR. The fabric is manually checked inch by inch. This
inspection is done for finding any faults and removing them if removable. If faults
cross a limit in certain quality, the fabric is rejected and sold under seconds.
The checked cloth is folded in the form of Thanks and Pen Lenghts (P.L.S.) Standard
length of a than varies from 6 to 12 meters, Pent length is a length 1.20 meters of
cloth, length of cloth lesser than P.L. are graded as-
Superior 91 cm to 1.19 mts.
Fents 45 cm. to 90 cm.
Rags 25 cm to 44 cm.
Chindi Below 25 cm.
8/3/2019 Chinar Final Report
22/54
PACKAGING :
Each 'than' is wrapped over a separate sheet of thick card board. Then each than is
packed in a polythene bag and sent warehouse. Pent length are sent as such to
warehouse (i.e. without any packing). In warehouse, the thans and P.L.S. are packed in
different packages, according to the orders of the parties. The cloth is now ready to be
transported to the dealers.
8/3/2019 Chinar Final Report
23/54
8/3/2019 Chinar Final Report
24/54
INTRODUCTION TO RETAILING
In today's economy, most products do not sell their goods directly to the final users.
They sell through distribution channel. Between producer and final users stands a host
of marketing intermidiares can be of wholesales, agents, stockist and retailers.
Retailers are one of the important part of marketing channel. Retailers are in direct
contact with consumers. They can also influence the buyer's behaviour.
DEFINITION OF RETAILING:
Retailing includes all the activities involved in selling goods or services directly to
final customers for their personal non-business etc.
Retailer :
A retailer is business enterprise which sells primarily to ultimate consumers.
Through retailers producers gain several advantage :-
1. Many Products lack financial resources to carryout direct marketing.
Retailers help them to marketing.
2. A retailers are in direct touch with the consumers they make local publicity
of the product.
3. Consumers who buy many times often prefer to buy from a retailer than
directly from each manufacturer.
4. The retailers are likely to be more efficient at retailing be cause of their
contact, experience, specialization and scale of operation.
8/3/2019 Chinar Final Report
25/54
FUNCTIONS OF RETAILERS
1. Buying and Assortment:-
Retailers are able to select item and build as sortment needed by their customers, thus
saving the customers, thus saving the customers considerable work.
2. Ware Housing:
Retailers hold inventories there by reducing the inventory costs and risk to suppliers
and customers.
3. Rick Bearing:
Retailers supply information to their suppliers and customers regarding competitors
activities, new products, price development and soon.
4. Market Information:
Retailers supply information to their suppliers and customers regarding competitors
activities, new products, price development and soon.
5. Selling and Promotion:
Retailers enables manufacturing to reach many small business customers at a relatively
low cost. There tailers has more contracts and is often more. Trusted by the buyers
than is the distant manufacturers.
6. Financing:
Retailers finance their customers by granting credit and finance their suppliers by
ordering early and passing their bill on time.
8/3/2019 Chinar Final Report
26/54
OBJECTIVE OF THE STUDY
The main objective of my study is to measure "The Market Research of Retail outlet
for CHINAR Suiting". For the purpose of measuring it I also have to decide some
other objectives of my study which are as follows:
1. To find out the stocking pattern of the retailers in the market.
2. To find out which brand is demanded most by consumers.
3. To knew which factor is given more importance by the consumers while
purchasing fabric.
4. To know which kind of promotion means affect the retailers sale.
5. To assess the acceptance of CHINAR fabric's prices by retailers.
6. To assess the present standing of CHINAR vis-a-vis its main competitors.
7. To invite suggestions from retailers for improvement in CHINAR fabric.
8. To know about the colour and shades that customers demand most.
9. To know about the customers whow are asking for CHINAR Suiting
belongs to rural area, urban area or both.
10. To know about the usage of CHINAR Product mainly for traiser, Safari or
Suit.
11. To know about the awareness of new fabrics launched by CHINAR among
the retailers.
12. To invite suggestion from retailers for improvement in CHINAR fabric.
8/3/2019 Chinar Final Report
27/54
8/3/2019 Chinar Final Report
28/54
8/3/2019 Chinar Final Report
29/54
To gain familiarity with a phenomena or to achieve new in sight into it. Studies with
this object in view are termed as exploratory or formulative research studies.
2. Descriptive Research :
To Portray accurately the characteristics of particular individual, situation of a group.
Studies with this object is view are known as descriptive research studies.
3. Experimental Research :
To determine the frequently with which something occur or with it is associate with
sometime else. Studies with this object in view are known as diagnostic research
studies.
Considering the importance of decision areas, it was decided to undertake an
exploratory survey. Exploratory research is concerned with discovering the general
nature of the problem and the variables that relates to it.
I made exploratory research for my report.
During training after studying the process of manufacturing of cloth by CHINAR
Suiting, I was interested in knowing that how the product is transfered to final buyers.
So I did market survey of Retail outlets. Retailers finally conveys the product to end
users so they helped me to know the customer's like and dislikes for this purpose I did
market research of Retail outlets in Rohtak and Bhiwani of about 30 Retails
8/3/2019 Chinar Final Report
30/54
8/3/2019 Chinar Final Report
31/54
8/3/2019 Chinar Final Report
32/54
Q.6 Leading Brands
(market share)
a) CHINAR b) Mayur
c) Vimal d) Raymond
e) Siyaram f) Other Brand
CHINAR 15%
Mayur 5%
Vimal 10%
Raymond 20%
Siyaram 15%
Other Brand 35%
1
1%
2
1%
3
1%
4
1%
5
1%
6
1%
7
0%
1
15%2
5%3
10%
4
20%5
15%
6
35%
70% 1
2
3
4
5
6
7
8/3/2019 Chinar Final Report
33/54
8/3/2019 Chinar Final Report
34/54
` a)same shop of every time b) All one or two special shop
c) Different shops d) Any special shop
Same shop of every time 50%
one or two special shop 20%
Different shops 20%
Any special shop 10%
1 2 3 4 5
S1
S2
9. Factors Influencing in selection of CHINAR products
Sr. No. Factor %age
8/3/2019 Chinar Final Report
35/54
8/3/2019 Chinar Final Report
36/54
8/3/2019 Chinar Final Report
37/54
Sr. No. Particulars %age
1 Colors 20%
2 Varity 10%
3 Quality 50%
4 Brand 20%
customers demand
20%
10%
50%
20%
8/3/2019 Chinar Final Report
38/54
13. Actual Buyers of CHINAR Products on the basis of Class
Sr. No. Class %age
1 High 30
2 Middle 45
3 Others 25
%age
01020304050
High Middle Others
1 2 3
%age
8/3/2019 Chinar Final Report
39/54
8/3/2019 Chinar Final Report
40/54
8/3/2019 Chinar Final Report
41/54
16. Customers buy CHINAR Products once, Do they come to buy the Same
fabric again?
Sr. No. Decision %age
1 Yes 30%
2 No 50%
3 Can't Say 20%
17. Suggestions to increase the sales of CHINAR products by several Sales
Promotional techniques?
%age
30%
50%
20%
Yes
No
Can't
Say
1
2
3
%age
8/3/2019 Chinar Final Report
42/54
Sr. No. Suggestions %age
1 T.V. Advertisement 35
2 Schemes 25
3 Bonus 15
4 Discount 25
%age
T.V.
Advertise
ment
1
35%
Schemes2
25%
Bonus
3
15%
Discount
4
25%
8/3/2019 Chinar Final Report
43/54
8/3/2019 Chinar Final Report
44/54
8/3/2019 Chinar Final Report
45/54
11. For higher class market, quality of the product is weak. Many times defects
in the product are there. Hence quality should be according to customer
demand and in order to capture market.
SUGGESTION FOR PRICE
1. In order to attract low class customers should be low as compared to local
fabrics.
2. Range of the product should be wide like other branded fabrics.
3. Rates should be fix they should not fluctuate from time to time.
4. Discount policy should be same for all markets.
5. Mill should set price according to quality. In come designs they are not
satisfactor.
6. Due period/payment period should need to be expanded more as
comparison.
7. Terms and conditions which are imported on the retailers and dealers
should be liberalized to increase the sales.
8/3/2019 Chinar Final Report
46/54
SUGGESTION FOR PLACE
1. Mill should provide its fabric to more retailers through effective
distribution channel.
2. Sales manager should overseeing the distribution channel people behaviour
with retailers and customers on the spot.
3. There should be more direct mill-retailers relationship through conference
from time to time to know about the problem of retailers.
4. Complaints of retailers should be taken care of quickly. They say nothing
will come out of this survey, this demotivate them.
5. Agents and dealers not attend all retailers and provide facility to few
retailers to make their monopoly. Mill should be vigilant about it.
6. There should be at least monthly visit to the retailers by selling agents to
know about the problems of retailers. In most of cases it is found that
selling agents rarely visit to retailers.
7. Provide more and regular dealers facility for regular availability of the
product in the market.
8. Sample should reach in the market at proper time and agents show all or
more samples to retailers. In most cases it is delayed and not show all
samples to retailers.
9. VIP dealership should be given directly from the mill for those who can
sell the product more than 50 Lakh annually.
8/3/2019 Chinar Final Report
47/54
SUGGESTION FOR PROMOTION
1. Awareness of CHIANR fabric is very less as compared to other brand like
Vimal. Hence more advertisement should be there through different
advertising media mainly T.V. in between the timing i.e. 8:00 Pm to 10:00
PM on Sony or Zee Channel.
2. Mill should enhance publicity that is more customer awareness towards
brand name through affective advertisement.
3. Retailer advertisement is quite effective. Hence special incentives should
be given to the retailer to advertise CHINAR's fabric.
4. Provide posters, Calander, Pocket diaries, Key rings like other useable gift
items to customer last long remember of brand name in consumer minds.
5. Sign Boards, Hoardings and Banners should be given more to the retailers
to put in front of their shops to increase publicity.
6. For effective advertisement in rural areas, mill should participate in social
services like participation in local festival, fairs, sponsored the games etc.
7. Posters should be attractive and impressive; moreover ideas in the posters
should be lates.
8. Packing material should be attractive since it increases the publicity of the
product.
8/3/2019 Chinar Final Report
48/54
8/3/2019 Chinar Final Report
49/54
CONCLUSION
That present marketing area is cut throat competition. In the pure
competition consumer is the King and each and every company is trying to lure the
customers. So all Companies as well as the dealers employ various promotional
techniques to attract more and more buyers. So an attempt was made to find out how
effective are the various promotional tools and how much importance is given by
various retailers. So from the results given, we can conclude that the Company needs
to put in more efforts towards its promotional tools like T.V. Advertisement, Outdoor
Advertisement etc. Besides this the Company should also provide the motivate
techniques to its retailers so that they can push up the sales of CHIANR Suitings.
8/3/2019 Chinar Final Report
50/54
8/3/2019 Chinar Final Report
51/54
BIBLIOGRAPHY
1. Marketing Management
By Philip Kotler
2. Marketing Management
By J.C. Gandhi
3. Research Methodology
By C.R. Kothari
4. Records of CHINAR
5. http//www.CHINARSYNTEX.com
8/3/2019 Chinar Final Report
52/54
QUESTIONNAIRE
Q.1 Name
Q.2 Name of the Firm
Q.3 Since how long you are in business?
Q.4 How much you sale the CHINAR Suitings?
Q.5 What Changes you have seen in last 3 years?
Q.6 Leading Brands
(Market share)
a) CHINAR
b) Mayur
c) Vimal
d) Raymond
e) Siyaram
f) Other Brand
Q.7 Perception of the people whether people like CHINAR Suiting if Yes, then used
for
a) Trouser b) Coat, Pant c) Safari
Q.8 Place of purchase
a) Same shop of every time
b) All one or two special shop
c) Different shops
d) Any special shop
8/3/2019 Chinar Final Report
53/54
8/3/2019 Chinar Final Report
54/54
b) Middle Class
c) Lower Class
Q.14 Opinion about CHIANR suiting about their quality, price & supply?
Q.15 What is the latest trend about the designing or plane Garments?
Q.16 if any customer buys the CHIANR product once time then he comes to
purchase our product again?
Q.17 Which mode of publicity you think can boost the sale of CHIANR.