Training & Project Report On: Study of Market Strategy of Damask

Study of market strategy of damask
INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH, Bangalore. 1

UNIVERSITY CENTRE CERTIFICATE

This is to certify that the Project & Training Report On
Study of market strategy of DAMASK

At
DAMASK
Submitted in partial fulfillment of the requirements of
MASTER OF BUSINESS
ADMINISTRATION
Industry Integrated – III Semester
TO
MADURAI KAMARAJ UNIVERSITY, MADURAI
Is a record of bonafide Training carried out by
Kunal kumar srivastava

has worked under my supervision and guidance and that no part of this report has
been submitted for the award of any other Degree, Diploma, Fellowship or other similar
titles or prizes.
Attested Certified
EXAMINERS’ CERTIFICATE

The Project & Training Report of
Kunal kumar srivastava
ON

At
DAMASK
Is approved and is acceptable in quality and form

CHAPTER 1 INTRODUCTION ………………. ………………………..3-11
1.1 General Introduction ………………………………………………………..3
1.2 Industry Profile……………………………………………………………… 3
a. Origin and Development of the industry……………………………4
b. Growth and Present Status of the industry………………………...6
c. Future of the industry………………………………………………….9
CHAPTER 2 PROFILE OF THE ORGANISATION…………………..12-29
2.1 Origin of the Organization …………………………………………….. 13
2.2 Growth and Development of the Organization ……………………… 14
2.3 Present Status of the Organization ………………………………. 17
2.4 Functional Departments of the Organization ……………………... 19
2.5 Organization Structure and Organization Chart ……………………..22
2.6 Product and Service Profile of the Organization Competitors …….. 24
2.7 Market Profile of the Organization 28
CHAPTER 3 DISCUSSIONS ON TRAINING - ………………………30-33
3.1 Student's Work Profile (Roles and Responsibilities) ………………. 31
3.2 Description of Live Experience 32
CHAPTER 4 STUDY OF SELECTED RESEARCH PROBLEM … 34- 48
4.1 Statement of Research Problem………….. ……………………………35
4.2 Statement of Research Objectives ..……………………………...... .35
4.3 Research Design and Methodology………………………………… 35
4.4 Analysis of Data 38
4.5 Summary of Findings 46
CHAPTER 5 SUMMARY AND CONCLUSIONS …………………. 49- 52
5.1 Summary of Learning Experience………………………………….. 50
5.2 Conclusions and Recommendations …………………………………. 50
APPENDIX ……………………………………………………………………………….53
BIBLOGRAPHY………………………………………………………………………….52

CHAPTER-1
INTRODUCTI
ON

General Introduction:-
The project was carried out for study of market strategy of damask of
Damask and its market potential. Damask was established in the year
2000, they are new player in school item suppler sector, and the damask
has two principle client segments –customer and asset management.
The damask follows values such as – Integrity, teamwork, respect,
professionalism, & Mission. The segment of business we are considering
here is- Corporate marketing . This research helps us in finding out the
customers view regarding the product and Services offered by the
Damask and awareness by promotion and also identifying the market
potential of the product offered by the Damask.
Marketing is a social process by which individuals and groups obtain what
they need and want through creating, offering and freely exchanging products
and services of value with others.
Marketing Strategy
* Development of Product / Service
* Stimulation of Demand
* Determination of Price
* Make up of Channels to reach Customers Marketer is one who seeks
response to an offer he makes to a prospect.

1.2 Industry Profile:-
Damask Part of Jain Group of Institutions Manufacturers of Shoes, Socks and
Uniforms (With our own units) Supply to premium schools like Baldwin, St
Joseph, Kumrans, Sudershan Vidya Mandir, Frank Anthony, Bethany and 20
other schools Total Turnover – 2.5 Crores (Target for 2010 – 4
Crores)Operational from 8 years Distributors of Reebok shoes
All products with warranty One stop shop for residential schools Though the
Jain Group of Institutions has 21 institutions under its umbrella, the incubated
projects do not get any support from them in the marketing realm. "If I give
them business from my institutions, then they will become complacent. They
have to fight for their share. Take Vineet Agarawal who runs Damask and is
into providing school shoes, uniforms etc. I could have given him business, but
then he will not know what competition is all about. When he started he had
eight schools as his clients, including one from the JGI."
a.) Origin and development of the industry:-
Damask is start from 1999 in Bangalore and in 2009 Total Turnover – 2.5
Crores (Target for 2010 – 4 Crores)Operational from 8 years Distributors of

Reebok shoes All products with warranty One stop shop for residential
schools
b. Growth and present status of the industry:-
Currently (2009), other in Karnataka is generally fairly mature in terms of
supply, product range and reach-even though reach in rural Karnataka still
remains a challenge for the private sector and In terms of quality of assets
and capital adequacy, Damask is considered to have clean, strong and
transparent balance sheets relative to other this type of organizations The
incubates will provide a platform for the MATS students to experience the
pressures of running businesses in a competitive landscape, the pains
involved in surviving, interfacing with customers and developing competitive
advantage and finally growing. In five years, the business ventures of the
students would have grown and they can break free from MATS. "Normally,
they would love to be with us for various reasons. We imbibe in them values,
motivate them to create jobs and have been with them through thick and thin."
c. Future of the industry:-
The burden of reporting and other regulatory requirements will fall heavily and
disproportionately on small business unless remedial action is taken. Further
advances in information technology will permit the development of new
products, damask and risk-management techniques but may also pose
important competitive and supervisory issues.

industry in the next five to ten years and to consider what policy issues the
industry and regulators will face. The authors of this study do not pretend to be
clairvoyant. They are mindful of the many financial predictions that were
once offered with confidence but turned out to be wrong or premature. This
study is perhaps best described as an exercise in strategic thinking. Its
approach is to analyze what has happened in the recent past, consider in
detail reasons for expecting recent trends to continue or to change, and draw
the consequences for damask and regulatory policies. As always,
uncertainties abound, and
1. What changes in the environment facing damask can be expected in the
next five to ten years?
2. What are the prospects for different sectors of the supplier industry in this
anticipated environment?
3. What policy issues are the industry and regulators likely to face in the years
ahead? Separate consideration is given to

CHAPTER-2
PROFILE
OF
THE ORGANISATION

2.1Origin of the Organization:-
Damask is Part of Jain Group of Institutions open in 2001in Bangalore With
school iteam. A company's mission is its reason for being. The mission often is
expressed in the form of a mission statement, which conveys a sense of
purpose to employees and projects a company image to customers. In the strategy

formulation process, the mission statement sets the mood of where the company should go.
A STUDENT of any of the Indian Institutes of Management, even before completion of his or
her course, is sure of a "fat pay packet." Unimaginable salaries for freshers come on a platter.
No wonder, there is a scramble for seats in these institutes. Is that all to it? It seems so.
Not so with one institution — Mahaveer Academy of Technology and Sciences
(MATS). Driven by its Chairman, R. Chenraj Jain, MATS is creating "job
providers, not job seekers". "I am not interested in my students getting Rs. 6
lakhs salary. I want them to create jobs for others, I want them to be part of
the nation building exercise, I want them to create wealth for themselves and
for others."
This is the genesis for the business incubation programme of MATS. Fourteen
students of MATS and two other individuals have conceived and set up small
business ventures, mostly in the services sector, in Bangalore. There are
many who dream of starting up and heading big companies, often in vain
because they lack the required finance or they are not dogged enough or they
are strong in their own domain but not confident about other aspects of
business. This is where an incubation centre comes in.

A business incubation centre happens to be an ideal launch pad for an young
entrepreneur. Such a centre would ideally first check the personal qualities of
the entrepreneur and his or her skill sets. "Does he/she have the fire in his/her
belly" is the question often asked. Relevant skill sets and some basic domain
knowledge pertaining to the business that he/she wishes to take up are
desirable pre-requisites. Finally, the centre establishes that it can support the
venture by providing physical infrastructure, finance and strategic guidance.
The entrepreneur then goes off the starting block, ready to register as a firm or
a form a company. And MATS has been the starting block for some of them.
Arun Prabhu, who got the push from Mr. Jain, is running a successful market
research company called Intouch Analytics; Vineet Agarwal, an MBA from
MATS, is the man behind Damask, a company into distribution of school
uniforms, shoes etc; Jyothi Jain has set up Sheetal Interiors, supplying
plywood and veneer material to the construction industry; Saket Jalan is
running 10 hostels for the Jain Group of Institutions; Punit Solanki has a retail
network of artificial flowers and there are many more. All of them owe their
success to Mr. Chenraj Jain who not only has approved their projects, but got
them funds, either from individual investors or from his own pocket. The
combined turnover of these companies is about Rs. 80 crores
2.2 Growth and Development of the Organization:-
damask Operational from 8 years Development of Product Service
Stimulation of Demand Determination of Price Make up of Channels to reach
Customers The Jain Group of Institutions (JGI), Bangalore was born out of the

efforts of the philanthropic society of Shri Mahaveer Jain Group in 1990 with a
mission to brighten India's future through a wide network of educational
institutions ranging from secondary schools to professional business schools.
In fact its reach is vast spreading across every nook of education be it through
charitable institutions or general schools.
Under the able guidance of Shri Chenraj Jain, JGI Bangalore has 21
constituent institutes under its umbrella each boasting of a state-of-the-art
architecture with other modern amenities. The Institute is known for its
charitable work for the economically backward of our society. The Jain
Vidyaniketan is a school committed towards providing quality education for the
poor.
2.3 Present Status of the Organization:-
Institutes under the Jain Group of Institutions (JGI), Bangalore
1. Accredited Coaching Center for Chartered Accountancy
2. Jain Institute of Management Studies
3. Jain Institute of Vocational and Advanced Studies
4. Jain School of Interior Design
5. Jain International Residential School
6. Sri Bhagawan Mahaveer Jain Evening College
7. Jain Vidyaniketan
8. MATS School of Business & IT
9. Human Networking Academy
10. International Academy for Creative Teaching
11. SBMJC - Center for Management Studies

12. SBMJC - Center for Post Graduate Studies
13. MATS School of Business & IT, Raipur
14. SBMJC - Tech Art (College of Visual Arts)
15. Jain Academy for Sporting Excellence
16. The Jain International School, Kanpur
17. The Jain International School, Bilaspur
18. SBMJC School of Graduate Studies
19. Indian Institute of Financial Planning and Management
20. Sri Bhagawan Mahaveer Jain College, K.G.F
2.4 Functional Departments of the Organization:-
The functional departments of the organization consist of the HR department,
the administrative department and the executive department. The HR
department of the organization consists of the people who employ the Persons
who they think would be able to do justice with the job handled. The
administrative department of the organization consists of the director and the
manager of the organization. They preside the organization and control all the
operations of the organization such that the organization could run in a smooth
and effective manner.The executive department of the organization consists of
the various employees Who execute the job undertaken by them. The
employees consists of the team leaders, the Corporate financial consultants,.
the telecallers, various staffs and junior staffs who are the main structural
framework of the organization. The organization thus runs with the effective
coordination of the HR department, the administrative department and the

executive department such that the supervisors of the organization preside
over the subordinate employees to give them directions about fulfilling their
works most efficiently and effectively. Technical Consultancy Department: The
Technical Consultancy Department is responsible for technical appraisal of
industrial projects. The mission of the division is aimed towards the verification
of the technical viability of industrial projects and assisting the Funds
management in taking the decisions that require technical expertise.
Moreover, it is responsible for conducting technical studies and rendering
technical consultancy DAMASK to certain industrial sectors for the purposes
of investigating modern technologies and productivity levels for local
manufacturing plants.
H R Department:
DAMASK Human Resources department plans and direct for the employee
population as well as they are having the following functions as:-
 Hiring
 Promotions
 Reassignments
 Position classification and grading
 Salary determination
 Performance appraisal review and processing
 Personnel data entry and records maintenance

 Policy development
 Work permitting immigration visa program
 Workers’ compensation
Finance Department:
The Finance Manager is responsible for all aspects of the school item ing and
financial administration of the DAMASK, the supervision of the implementation
of the DAMASKfinancial policies, directives and procedures and the initiation
of the financial plans within the guidelines of DAMASKThe department
contains several distinct sections, each of which is responsible for a proportion
of the activities taking place within the finance department.
Marketing Consultancy Department:
The Marketing Consultancy Department plays and important role within the
Fund as it studies and analyzes marketing information in order to build solid
base for management decisions. The division also assists projects sponsors in
formulating solid marketing strategies to improve their industries and
strengthen their position in the local and international markets.
Research Department:
The Research Department is having the capacity to act through four
composing units i.e., the market research unit, economic studies unit, and

statistical studies unit. It is the mission of the division to provide support
damask for information and consultancy to the senior management and
division in the areas of economic, statistical and marketing information and
consultancy through data analysis, processing of economic and statistical
data, market research studies and publishing related periodical reports.
2.5 Organization Structure and Organization Chart:-
The organization structure of the company DAMASK is such that it comprises
of the departments and the employees in the hierarchical order so that they
are able to perform their functions and duties smoothly and effectively doing
their job in a manner in which it should be done. The organization is headed
by the administrative department which coordinates and controls the executive
department. The executive department is a link from the top and the bottom
comprising of the lower level employees such that they work together to fulfill
the common objective of getting business from the persons who get in touch
with them and see to it that they are provided with the best of the DAMASK
which constitute giving financial advise to providing School item to the
customers. The lower level employees and the corporate financial consultants
work together to see to it that the database for providing financial DAMASK to
sufficient number of people is made .They work together to see to it that this
database is followed and worked upon such that more and more number of
people get themselves avail the financial DAMASK of the

organization. Team leaders who form the part of the administrative department
of the Organization make sure that the clients that turn up for the financial
DAMASK are dealt with most efficiently and effectively.
The organizational structure is well planned out and it follows a simple format
which is follows:
Organization Chart:-
Each team lead has a team comprising only of both senior as well as junior
market research analyst who aid the team lead in the entire market research
process as it has been discussed previously. This is the basic organizational
structure followed by DAMASK.

2.6 Product and service profile of the organization:-

Damask offers a bunch of products and services to meet the every need of the
Student . The company cares for both, individuals as well as corporate and
small and medium enterprises. Goodwill of the company. The products of the
company are categorized into various sections which are as follows:
In today’s world many companies have emerged who have taken a serious
note on the importance of market research and he advantages of using it for
the better growth and development of the company. Hence, our competitors
are those company’s who are in the market research and development field as
well as the consultancies, since they also make use of market research and
business developers.
All items related to residential schools just like
• shirt
• pant
• tie
• socks
• shoes
• sports shoes
• belt
• sweater
A. Customer Satisfaction Analysis:

Customer analysis involves gathering data about the customers and their
characteristics. They also conduct tailored customer satisfaction surveys to
gauze customer satisfaction.
B. Risk
These damask are used by the competitors in order to gather external
information and research the possible effect on the competitiveness of
company.
Market Research Process
How to conduct market research? Or What are the tasks involved in market
research?
Step 1. Identify the Problem / Opportunity and Define Research Objectives.
Step 2. Develop Research Design (or plan)
Step 3. Collect the Data (or information)
Step 4. Process and Analyze the Data
Step 5. Present Research Findings or Report
C. Product Research:
The conduction of extensive product research by this service helps the
competitors to find out the marketability of a product or service. The research
can be utilized to leverage the major decisions of a company on the marketing
of its products.
D. Advertising Research damask

Advertising research strives to gain valuable information about the effects and
reach of advertising the products in different forms of media.
Given below are the steps we follow for every assignment we take up:
1. The timetable for the search is indicated and the search process
commences.
2. Target companies are examined, using any prior information provided by
business development executives in conjunction with sources of information
and prospective companies already known to us, augmented with original
study by our search team.
3. We maintain a regular channel of communication with the client to keep
them apprised of the results emerging.
The products of our competitors are as follows:
• Sapphire Toys
• Prestige Fashions Pvt. Ltd
• Metro Shoes Pvt Ltd
• Inc 5 Shoe Shop
• Boheme
• Shoe Garden
• Kefco Shoes

• Bata
• Nike
• Reebok
Bata india - Bata India is the largest retailer and leading manufacturer of
footwear in India and is a part of the Bata Shoe Organisation.
Incorporated as Bata Shoe Company Private Limited in 1931, the
company was set up initially as a small operation in Konnagar (near
Calcutta) in 1932. In January 1934, the foundation stone for the first
building of Bata's operation - now called the Bata. In the years that
followed, the overall site was doubled in area. This township is popularly
known as Batanagar. It was also the first manufacturing facility in the
Indian shoe industry to receive the ISO: 9001 certification.
The Company went public in 1973 when it changed its name to Bata
India Limited. Today, Bata India has established itself as India's largest
footwear retailer. Its retail network of 1250 stores gives it a reach/
coverage that no other footwear company can match. The stores are
present in good locations and can be found in all the metros, mini-metros
towns
Bata's smart looking new stores supported by a range of better quality
products are aimed at offering a superior shopping experience to its
customers. And the new face of Bata India is now visible to the industry
as well as its customers. Today, backed by a brand perception of

experience, the company is working towards positioning itself as a
vibrant and contemporary young brand. It has significantly transformed
its retail formats to become more lifestyle-oriented, which has helped
change consumer perceptions to a large extent.
Bata India - Today
• Sells over 45 million pairs of footwear every year
• Serves over 120,000 customers every day
• Sells through over 1200 retail stores
• Operates 5 manufacturing facilities
• Employs more than 6800 people
Nike - When Nike co-founder Bill Bowerman made this observation many
years ago, he was defining how he viewed the endless possibilities for human
potential in sports. He set the tone and direction for a young company created
in 1972, called Nike, and today those same words inspire a new generation of
Nike employees.
Our goal is to carry on his legacy of innovative thinking, whether to develop
products that help athletes of every level of ability reach their potential, or to
create business opportunities that set Nike apart from the competition and
provide value for our shareholders.

It started with a handshake between two visionary Oregonians - Bowerman
and his University of Oregon runner Phil Knight. They and the people they
hired evolved and grew the company that became Nike from a US-based
footwear distributor to a global marketer of athletic footwear, apparel and
equipment that is unrivaled in the world.
Along the way, Nike has established a strong Brand Portfolio with several
wholly-owned subsidiaries including Cole Haan, Converse Inc., Hurley
International LLC, NIKE Golf, and Umbro Ltd.
Our world headquarters is located near Beaverton, Oregon, a suburb of
Portland. So while the Pacific Northwest is the birthplace to Nike, today we
operate in more than 160 countries around the globe. Through our suppliers,
shippers, retailers and other service providers, we directly or indirectly employ
nearly one million people.
That includes more than 30,000 Nike employees across six continents, each
of whom make their own contribution to fulfill our mission statement: to bring
inspiration and innovation to every athlete* in the world.
2.7 Market profile of the organization:-
Damask and jain group are no 1. Suppler in bangaloere of school iteam and
collage we have no big camptar Mr. Jain has a vision of starting 100 free
schools and this vision is shared by most of the MATS students. The ones
who have started business ventures have started contributing towards this

project. "We have Jain Vidyaniketan, a free school for about 2,000 students
and the annual budget is about Rs. 3.5 crores. We get funds to run the school
from philanthropists, investors and the students who have started ventures. It
is not mandatory on the part of the students to contribute, but they have been
doing it, all for a national cause." Mr. Jain plans to set up 100 day boarding
schools in Bangalore, Kanpur, Raipur and other places and for each boarding
school, there will be one free school. Mr. Jain confides: "I don't make any
money. Whatever they earn, it is for them. It is a movement, not for money."
The movement, he believes, will have a multiplier effect and help in nation
building.

CHAPTER-3
DISCUSSIONS ON
TRAINING
3.1 Student’s work profile
Role and Responsibilities:-
The work profile of the student or the roles and responsibilities that are being
handled by the student on his internship programmed at DAMASK.
The first day and during the first week of the internship programmed the new
employee of the DAMASK was welcomed by giving an induction programme
in order to make him understand his role and responsibilities during his stay in
the organization.

Being appointed as a School item Consultant at DAMASK during the
internship programme my duty or the role is to meet 5 school , collecting
school , analyzing and giving them financial planning how their net asset value
will be increase and how they fulfill their short-term and long-term financial
goal so that it can be assessed that which SCHOOL ITEM they need suiting
their financial obligations.
Leads and databases created by the students have to be used by them in
order to convince people of different age groups to take school item
according to their needs and suitability.
• The student calls people according to the leads and database created
by him and convinces people to take the school item .
During the absence of the recovery executives/collection executives, it will
be my duty and responsibility to meet the customers against payments apart
from my regular job profile and reporting the same to my team leader at
DAMASK.
• To explain the customers how a particular school item would help them
to make their lives more secure providing security to them.
• I use all the financial knowledge that has been given by the
company and I has as a MBA student and a student of Mar. so
that the customer realizes that he definitely needs to take a
particular school item .
• Must educate the clients about risks and various possible scenarios so
that the clients don’t harbor unrealistic expectations.

3.2 Description of live experience:-
The office of DAMASK is blessed by brilliant and skilled professionals and
team leader who have the responsibility of handling the all type of school
item . The team leader provides the particular day’s plan of action and then
guide show to go about for executing the plan of action successfully .Till the
time a School item is in the office he receives the valuable suggestions and
insights of the team leader. This prepares him for the day’s Work and provides
him the necessary directions to achieve not only the target of the day but the
target of the month. In the office the School item make calls continuously to
fix the follow-up appointments so that on the basis of the financial health
check collected by him and also getting the follow-up appointments from the
telesales she goes in the field for making up the appointments. The school
item s provide the persons met the basics of why he should take a particular
SCHOOL ITEM to provide to him.

CHAPTER-4
STUDY

OF
SELECTED RESEARCH
PROBLEM
4.1 Statement of research problem:-
PROBLEM DEFINATION:
Sales Executives were with good background human being and through
rigorous process of recruitment but still not able to perform up to the
expectation level of company, HR is not able to sort out the problem why the
performance is not coming even after giving the full marketing support. The
communication technique and dealing with the customers is also a problem to
the sales executives.
4-2 OBJECTIVES OF RESEARCH PROJECT:

RESEARCH OBJECTIVES:
• To find out the school
• To study brand image of the damask.jain group
• To increase the business of the damask.
4.3 Research Design and Methodology
Primary data source: All the people from different profession were personally
visited and Interviewed. They were the main source of Primary data. The
method of collection of primary data was direct personal interview through a
structured questionnaire.
Secondary Data Source: It was collected from internal sources. The
secondary data was collected on the basis of organizational file, official
records, news papers, magazines, management books, preserved information
in the company’s database and website of the company.
SAMPLING PLAN:
Since it is not possible to study whole universe, it becomes necessary to take
sample from the universe to know about its characteristics.
Sampling Units: Customers
Sample Technique: Random Sampling.
Research Instrument: Structured Questionnaire.
Contact Method: Personal Interview.
SAMPLE SIZE:

My sample size for this project was 200 respondents. Since it was not possible
to cover the whole universe in the available time period, it was necessary for
me to take a sample size of 200 respondents.
RESEARCH LIMITATIONS:
It was not possible to understand thoroughly about the different marketing
aspects of the Financial Consultant within 60 days. As stipend, money was not
given it was difficult to continue the project work. All the work was limited in
some limited areas of Bangalore so the findings should not be generalized.
The area of research was Bangalore and it was too vast an area to cover
within 60 days.
All the findings and conclusions obtained are based on the survey done in the
working area within the time limit. I tried to select the sample representative of
the whole group during my job training. I have collected data from people
linked with different profession at Bangalore.

4.4 Data Analysis
Data Analysis:
1) Perception about DAMASK product.
Excellent Very Good Good Poor
NO. of 37 63 86 14
respondents

Interpretation:
Perception of most of the respondents i.e., 42% is good, 32% is very good,
19% excellent and only 7% have a poor perception about Damask.
2) Information of DAMASK ’s products .
Friends Family Advertisement Others

members
NO. of 68 42 57 33
respondents
3. Diagrammatic representation:

4. Interpretation:
33% the respondents came to know about Damask’s products from

friends, 29% from various advertisement, 21% from family members and
17% from other sources.
C)
1. Heading: DAMASK ’s service to its customers .
2. Tabulation of information:
Excellent Very good Good Poor
NO. of 33 79 65 23
respondents

4. Interpretation:
Majority of the customers are satisfied with the service of the company.
39% say the service is very good, 32% say its good, 17% say its excellent
and only 12 are not satisfied.
D)
1. Heading: Whether DAMASK gives beneficial TO student/ school .
Yes No Cant say
NO. of 134 48 18
respondents

beneficial schemes to customers
9%
24% Yes
No
Cant say
67%
4. Interpretation:
Majority of the customers are satisfied with the beneficial schemes the
company. 67% say that Damask is giving beneficial schemes to its
customers, 24% they are not getting any such schemes and 9% cant sat
about these things.
E)
1. Heading: Resonablity of maintenance charges & fees.
Yes No
NO. of 167 33
respondents

Resonablity of maintenance charges & fees
17%
Yes
No
83%
4. Interpretation:
83% of respondents say that the charges are reasonable and only 17% are
not happy with the service charges.
F)
1. Heading: Mode of payment for paying bill
Draft Cheque Cash
NO. of 13 187 0
respondents

4. Interpretation:
93% of respondents prefer to pay by cheque, 7% by draft and non of the

respondents prefer cash for paying premium.
G)
1. Heading: Satisfaction with the service of damask .
Yes No
NO. of 174 26
respondents

4. Interpretation:
87% of respondents say that they are satisfied with the company’s service
and only 13% are not happy with the service.
H)
1. Heading: Satisfaction with the product’s quality
Yes No
NO. of 153 47
respondents

Satisfaction with the product’s surrender

value
24%
Yes
No
76%
4. Interpretation:
76% of respondents say that they are satisfied with the product’s surrender
value and only 24% are not happy.
I)
1. Heading: damask Otcher facilites .
Yes No
NO. of 185 15
respondents

4. Interpretation:
92% of respondents say that they are satisfied with the online facility and
only 8% are not satisfied.
1. Heading: Satisfaction with promotional schemes.
Yes No
NO. of 189 11
respondents

Satisfaction with promotional schemes
6%
Yes
No
94%
4. Interpretation:
94% of respondents say that they are satisfied with the promotional
schemes and only 8% are not satisfied.
4.5 Summary of Findings
The final draft of the questionnaire was prepared on the basis of the
observations from the pilot study. These were then finally filled by 100
school , for the conclusive study.
Finally the data collected was fed into the data analysis to be analyzed
using statistical techniques.
Types of Primary Data collected:

Socioeconomic Characteristics:
characteristics are sometimes called “states of being” in that they represent
the type of people. The factors on which we are working are occupation.
Monthly transection is also an important parameter but it is difficult to
verify. Although the amount of money that business unit earns in a month
is an absolute, not a relative quantity but it is a sensitive topic in our society
and it is difficult to determine.
Attitudes/Opinions:
Through the questionnaire we have tried to get hold of business
preference, inclination and requirement. Attitude is an important notion in
the marketing literature, since it is generally thought that the attitudes are
relaed to the behavior of businessmen.
Motivation:
Through the questionnaire we have tried to find the hidden need or want of
businessmen and have tried to find if these people can be tapped as the
potential customer for Damask.
Behavior:
Behavior concerns what subjects have done or are doing. Through the
questionnaire we have tried to find out the behavior of the individuals
regarding the product and their responses. If the responses are favorable then

the person can be said to be our potential customer. The primary data serves
as an important tool to measure the behavioral trend of the customer. It helps
in answering some of the vital Questions.
Obtaining the Primary Data:
The data collection was primarily done through communication.
Communication involves questioning respondents to secure the desired
information, using a data collection instrument called questionnaire. The
questions were in writing and so were the responses.
Versatility:
It is the ability of a technique to collect the information on the many types of
primary data of interest to marketers. It has also been found that some of the
people do not answer truthfully to all the questions especially in the case of
the personal details

CHAPTER 5
SUMMARY

AND
CONCLUSIONS
5.1Summary of Learning Experience
Almost all the Damask offer similar features and facilities with their School
items school items, therefore for existing customers of School item School
item of any Damask to shift to another Damask ; this is very rarely the
criteria or reason.
1. The level of service in terms of delivering whatever is promised, fast
response in case of problems, is the most important benefit that the
customers seek, from the Damask .
2. Network reach and visibility of a Damask is a very important criterion
for the customer while opening a School item School item . We can
also conclude from our analysis that network reach in terms of

Branches and School item is directly proportional to the market share
in case of Private Players.
3. In case of a new customer, if a damask approaches it first for opening
a School item School item with them, then there is a good chance for
the damask of getting many future businesses and cross sales from
the deal.
4. Aggressive Marketing is the key to increasing the market share in this
area, since the market has a lot of potential both in terms of untapped
market and target market.
Conclusions and Recommendations
1. Sales Executive (SE) should be trained to explain the product features
and its value added services to make customer’s product selection
convenient.
2. Sales Executive (SE) should recommend right product to the right
customer so as to ensure a high degree of satisfaction among the
customer.
3. The damask needs to make people aware about there products and
the basic benefits they can derive out of it. And also the differential
features of its school items school item as compared to other damask

70% of the people did not even know about the concept, benefits and
features of its school item school item s.
4. The damask should also target small business unit for whom
maintenance of the AQB is not a problem as this segment is not much
penetrated.
5. Though the damask offers free doorstep damask ing once a day this
fact is also not known to many customers or they still do not trust this
service whatever the reason the damask can popularize this service to
gain an edge over nationalized damask s and Co-operative Damask.
6. Quality of service has been rated highly important by all demofigureic
factors as a reason for damask ing with a particular damask, Standard
Chartered needs to improve the services provided to its existing
customers before attracting more in the future and use word of mouth
as a promotional tool to increase the sales potential of its school items
school item.
LIMITATIONS
Some of the limitations of the project are listed as below:
1. The time bound period is the major limitation in research projects.
2. Due to the financial and time constraints a cluster analysis of the
population so as to get better results was not feasible.
3. The research conducts in Bangalore city only.

4. It was difficult to break the ice with the common people initially. It was a
daunting task to convince them to fill in the personal details of the
questionnaire where they have to mention the monthly income,
occupation etc.
5. To convince the people for a proper interviewing process is also
difficult.
6. Compilation of data on competitor analysis was difficult due to non-
availability of correct information.
7. The figures have been taken as approximations.
QUESTIONNAIRE
Name of school
_________________________________
Contact No.
_______________________
How many student in school?
________________________________________________
1)What do you think about damask’s product ?
A)Excellent
B)Very Good

C)Good
D)Poor
2) From where did you got information of damask’s products ?
A)Friends
B)Family members
C)Advetisements
D)Others
3) Whether Damask giving eficient service to its customers ?
A)Excellent
B)Very Good
C)Good
D)Poor
4) Whether Damask gives beneficial schemes to its existing customers ?
A)Yes
B)No
C)Cant say
5) Is the maintenance charges & fees are reasonable?
A)Yes

B)No
6) Which mode of payment do you prefer to pay your Bill ?
A)Draft
B)Cheque
C)Cash
7) Are you satisfied with the service of Damask ?
A)Yes
B)No
8) Are you satisfied with the product’s surrender value ?
A)Yes
B)No
9) Whether Damask offering additional online facilities ?
A) Yes
B)No
10) Whether Damask offering effective promotional schemes ?
A)Yes
B)No

11) Any furher suggession to serve you better ?
BIBLIOGRAPHY
2. NEWS PAPERS
· Times of India
· Financial Express
3. WEBSITES
www.google.com

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Study of market strategy of damask

INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH, Bangalore. 1

UNIVERSITY CENTRE CERTIFICATE

Study of market strategy of DAMASK

Industry Integrated – III Semester

MADURAI KAMARAJ UNIVERSITY, MADURAI

Is a record of bonafide Training carried out by

Kunal kumar srivastava

INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH, Bangalore. 2

The Project & Training Report of

Kunal kumar srivastava

Study of market strategy of damask

Is approved and is acceptable in quality and form

INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH, Bangalore. 3

CHAPTER 1 INTRODUCTION ………………. ………………………..3-11

1.1 General Introduction ………………………………………………………..3

1.2 Industry Profile……………………………………………………………… 3

a. Origin and Development of the industry……………………………4

b. Growth and Present Status of the industry………………………...6

c. Future of the industry………………………………………………….9

CHAPTER 2 PROFILE OF THE ORGANISATION…………………..12-29

2.1 Origin of the Organization …………………………………………….. 13

2.2 Growth and Development of the Organization ……………………… 14

2.3 Present Status of the Organization ………………………………. 17

2.4 Functional Departments of the Organization ……………………... 19

2.5 Organization Structure and Organization Chart ……………………..22

2.6 Product and Service Profile of the Organization Competitors …….. 24

2.7 Market Profile of the Organization 28

CHAPTER 3 DISCUSSIONS ON TRAINING - ………………………30-33

3.1 Student's Work Profile (Roles and Responsibilities) ………………. 31

3.2 Description of Live Experience 32

CHAPTER 4 STUDY OF SELECTED RESEARCH PROBLEM … 34- 48

4.1 Statement of Research Problem………….. ……………………………35

4.2 Statement of Research Objectives ..……………………………...... .35

4.3 Research Design and Methodology………………………………… 35

4.4 Analysis of Data 38

4.5 Summary of Findings 46

CHAPTER 5 SUMMARY AND CONCLUSIONS …………………. 49- 52

5.1 Summary of Learning Experience………………………………….. 50

5.2 Conclusions and Recommendations …………………………………. 50

INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH, Bangalore. 4

INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH, Bangalore. 5

has two principle client segments –customer and asset management.

The damask follows values such as – Integrity, teamwork, respect,

professionalism, & Mission. The segment of business we are considering

customers view regarding the product and Services offered by the

Damask and awareness by promotion and also identifying the market

potential of the product offered by the Damask.

Marketing is a social process by which individuals and groups obtain what

and services of value with others.

* Development of Product / Service

* Make up of Channels to reach Customers Marketer is one who seeks

response to an offer he makes to a prospect.

INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH, Bangalore. 6

1.2 Industry Profile:-

Damask Part of Jain Group of Institutions Manufacturers of Shoes, Socks and

Joseph, Kumrans, Sudershan Vidya Mandir, Frank Anthony, Bethany and 20

other schools Total Turnover – 2.5 Crores (Target for 2010 – 4

Crores)Operational from 8 years Distributors of Reebok shoes

eight schools as his clients, including one from the JGI."

a.) Origin and development of the industry:-

Crores (Target for 2010 – 4 Crores)Operational from 8 years Distributors of