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

marketing

activities

of

marketing

management takes

potential exchange gives

mix

came

in

place when at least

to

existence.

one party

to

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
create

and

distribution

exchanges

objectives.

This

that

of

satisfy

definition

ideas,

goods

individual

recognizes

and

and

marketing

services

to

organizational
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

distribution

involves

and

physical

their

parties
both

involved.

channelization

distribution.

The
of

function

of

products/services

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

coordination
production,

market

with

the

finance,

place. Besides

marketing

other

other

personal

effective and profitable

product
etc.

so

as

decision spear heads

corporate
to

produce

functions
a

well

ex:
knit,

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 buyers satisfaction is a function of the products perceived
performance and the buyers 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
consumers needs are addressed to their satisfaction in a most willing
manner at the same time its marketers 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 cant 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 informations on the pretext that they
didnt 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
II

Primary data.
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 waterpowered 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 countrys 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 textiles
manufacturers 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 James
Holder, Founder, Superdry.

The Aditya Birla Group has signed an in-principle agreement to buy the assets of
Ontario-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 their
expansion spree.

CancliniTessile plans to tie up with Tirupur-based Emperor Textiles to stitch its shirts in
India. 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 Indias textile market in 2011 was US$ 89.0 billion; the market is
expected to expand at a compound annual growth rate (CAGR) of 10.1 per cent
over 200921.

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 (201217), 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 201213, 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 UNDERTAKINGS

National Textile Corporation Ltd.

The British India Corporation Ltd.
I.E. Elgin Mills Company Ltd
Cawnpore Textiles Ltd.
Brushware Ltd
Central Cottage Industries Corporation of India Ltd.
National Handloom Development Corporation

Jute Corporation of India Ltd.

National Jute Manufactures Corporation Ltd.
Birds Jute & Exports Ltd
Cotton Corporation of India Ltd.
A. B. Des. Desige
Fashion Design
Leather Design
Accessory Design
Textile Design
Knitwear Design
Fashion Communication
B. B. F Tech Technology
Apparel Production
Post Graduate Degrees
Master 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. Indias 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 Worlds leading brands. An aggressive phase ofexpansion
during the last decade has brought us to where we are today -Indias 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
GAP
Diesel
Banana Republic
Kohls
Levis
Eddie Bauer
Canary Blue
J.Jill
Ann Taylor
Talbots 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. ColorPluss
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 Chennais 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

Apparels of
ACL is of
high quality
ACL
apparels are
durable
consumer
are happy
with the
apparels
ACL
apparels are
better than
the other
distributors
ACL
supplies
apparels at
a
reasonable
price
ACL
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
distributors
ACL takes
back the
damages
materials
supplied
Acl provides

Neutral
Agree

Dis-Agree

Strongly
DisAgree