CHAPTER - 1

INTRODUCTION

Arvind Limited (formerly Arvind Mills) is a textile manufacturer and the flagship company
of the Lalbhai Group. Its headquarters is in Baroda, Ahmedabad, Gujarat, India. It has units at
Santej (near Kalol). It manufactures cotton shirting, denim, knits and bottom weights
(Khakis) fabrics. It has also recently ventured into technical textiles when it started Advanced
Materials Division in 2011. It is India's largest denim manufacturer apart from being world’s
fourth-largest producer and exporter of denim.
Sanjay bhai Lal bhai is the Chairman & Managing Director of Arvind&Lalbhai Group. In the
early 1980s, Sanjay Lalbhai led the 'Reno-vision' whereby the company brought denim into
the domestic market, thus starting the jeans revolution in India. Today it retails its own
brands like Flying Machine, Newport and Excalibur and licensed international brands like
Arrow, Lee, Wrangler and Tommy Hilfiger, through its nationwide retail network. Arvind
also runs a value retail chain, Megamart, which stocks company brands.

The Flying Machine

Origin Rugby, Warwickshire,England

Genres Pop

Years active 1969–1971

Labels Pye Records (UK)

Congress (US)
Janus (US)

Associated acts Pinkerton's Assorted Colours

Past members Tony Newman

Steve Jones
Sam Colman

Troy Adam Jones

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 OBJECTIVE

Objective of the study are as given below :-

1. To know the major supplier of US POLO team.

2. To understand the procedure of retail merchandising - Product team.

3. To know the VM of US POLO store

4. To Enable People to experience a Better Quality of Life by providing Enriching and Inspiring
Lifestyle Solutions.

5. To provide best discount to our customers

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 CHAPTER – 2

RESEARCH METHODOLOGY

Primary Data :-
Data observed or collected directly from firsthand experience is called Primary data.

 Questionnaire.
Questionnaire methods define the technique of data collection through properly
drafted question and request customers to fill the questionnaire properly.

Secondary Data :-
Published data and the data collected in the past or other parties is called secondary data.

 Book.
 Journal.
 Website.

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 CHAPTER 3

CONCEPTUAL FRAMEWORK

YEAR EVENTS 1931 - The company was incorporated on 12th December, in Ahmedabad.
The company manufactures cotton textiles. Products manufactured are dhoties, sarees, mulls,
dorias, crepes, shirtings, coatings, printed lawns & voiles cambrics, twills gaberdine etc.
count ranging from 20's to 120s are spun & the cloth width ranges from 28" to 54".

1962 - The Company entered into an agreement with TootalBroadhurst Lee Co. Ltd., of
Manchester for the know-how and treatment of fabrics for crease resistance, smooth drying,
etc., bearing trademarks `Tebilised Double Tested'.

1979 - Ahmedabad Laxmi Cotton Mills, Co., Ltd. was amalgamated with the Company in
April.

1981 - The Company signed an agreement with Gaskiya Textile Mills Ltd., Nigeria for
providing technical and managerial services for a period of five years. The Nigerian company
undertook to set up a composite textile mill having 23,976 spindles and 174 Sulzer looms.

1983 - Generating set of 865 KVA was added and order was placed for another generating set
of 1100 KVA.

- The Company started providing technical and managerial services to Gaskiya Textile Mills
Ltd., Nigeria from May.

1987 - The Company took up a modernisation programme to triple the production of denim
cloth and to produce double yarn fabrics for exports.

- As per the directive of the High Court of Gujarat on 30th March, the cumulative preference
shares of the Company were cancelled and debentures were issued.

- 5,250-15% preference shares of Rs 100 each were converted into 13% non-convertible
redeemable debentures of the face value of Rs 100 each of the aggregate value of Rs 4.81
lakhs.

- 15,750-4.5% preference shares (including redeemable preference shares) were converted

into 12.5% non-convertible redeemable debentures of the face value of Rs 100 each of the
aggregate value of Rs 13.13 lakhs.

1988 - The new product groups identified were the Indigo dyed blue denim, high quality two-
ply fabrics for exports, and special products such as buttasarees, full voils and dhoties.

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- During the year, the Company entered the field of telecommunication and consumer
electronics business.

- An agreement was entered into with NCL for marketing of the EPABX system to be
produced by the Company.

- The Company undertook to further expand the capacity to produce denim at the rate of
60,000 metres per day. These new production facilities for this product were formed as an
export oriented unit under the name ARVIND EXPORTS.

- The Company proposed to undertake projects: (i) The Video Magnetic Tape conforming to
VHS standards. (ii) Manufacture of artificial leather cloth and coated fabric of premium
quality. (iii) Manufacture of worsted woollen yarn and suitings, the Company obtained a
letter of intent for the manufacture of this. (iv) The Company proposed to produce and
market, readymade garments.

- 28,00,000 No. of equity shares issued as rights in June-July, (prem. Rs 10 per share Prop.
7:10). Only 17,53,800 shares taken up. The balance 10,46,200 shares, along with 2,78,300
shares out of retainable excess subscription of 2,80,000 shares, were allotted privately.
Another 1,40,000 shares offered to employees (prem. Rs 10 per share). Only 55,700 share
taken up. The balance 84,300 shares were allowed to lapse.

1989 - An agreement was signed with Victor Company of Japan Ltd. (PVC) to get technical
assistance and licence for the production and marketing of video cassettes.

- With the issue of convertible debentures in August, the Company also issued 5,00,000-14%
secured non-convertible debentures of the face value of Rs 100 each on rights basis in the
proportion 1 debenture: 14 No. of equity shares. Only 1,40,868 debentures taken up. The
Balance 3,59,132 debentures were allotted privately (2,60,000 debentures to Vijaya Bank,
73,132 debentures to UCO Bank 50,000 debentures to ICICI and 3,60,000 debentures to
LIC.) The debentures shall be redeemed at the end of 7 years from the date of allotment at a
premium of Rs 5 per debenture.

- During August, the Company issued 14,43,750-12.5% secured fully convertible debentures
of Rs 120 each of which 5,94,500 debentures were offered on rights basis in the proportion 1
debentures: 12 equity shares and 29,725 debentures to employees/workers of the Company
on an equitable basis.

- Of the balance 8,19,525 debentures, the following debentures were reserved for allotment
on a preferential basis: (i) 80,000 debentures to LIC, GIC and UTI, (ii) 1,25,000 debentures
to ICICI (iii) 40,000 debentures to HDFC, (iv) 40,975 debentures to employees/workers of
the Company and (v) 1,00,000 debentures to NRIs on repatriation basis. The remaining
4,33,550 debentures were issued to the public.

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- The following debentures were allotted: (i) 6,83,675 debentures as rights to equity
shareholders; (ii) 5,90,160 debentures to the public; (iii) 2,45,000 debentures to financial
institutions (1,25,000 debentures to ICICI, 80,000 debentures to LIC, GIC & UTI, and 40,000
debentures to HDFC); (iv) 1,07,190 debentures to NRIs and (v) 930 debentures to employees
of the Company.

- Rs 40 (Part-A) of the face value of each debenture was automatically and compulsorily
converted into 2 equity shares of Rs 10 each at a premium of Rs 10 per share at the end of 6
months from the date of allotment of debentures.

- The remaining Rs 80 (Part-B) of the face value of each debenture was also automatically
and compulsorily converted into 2 equity shares of Rs 10 each at a premium of Rs 30 per
share at the end of the second year from the date of allotment of the debentures.

1990 - The Electronics Division developed a 8040 EPABX system which was undergoing
prototype checks.

- After receiving the approvals of the High Court of Gujarat, the management of the Nagri
Mills Co. Ltd. was taken over by the Company from October.

- It was proposed to modernise the existing installed capacity of 36,960 spindle and instal a
denim plant to produce denim cloth at the rate of 23,000 metres per day.

- The Asoka Mills, Ltd., a member of the Lalbhai Group, became a sick unit and a revival
scheme was presented to BIFR. As per the scheme, the Company consented to act as a new
promoter of The Asoka Mills, Ltd.

1991 - The Company proposed to set up a new composite mill with a capacity of 25,000 ring
spindles, 60 airjet looms and with a modern process house to produce, both for the domestic
and international markets, classical oxfords, gabardines and tussores.

- The Company issued 65,44,384-12.5% secured redeemable partly convertible debentures of

Rs 140/- each.

- Out of the issue 62,32,746 debentures were offered on rights basis to the existing equity
shareholders in the ratio of 6 debentures for every 10 equity shares held. Additional 9,34,928
debentures were allotted to retain oversubscription.

- The balance 3,11,638 debentures were offered to employees/workers of the Company (all
were taken up). During August, 1894 part A debenture and 913 part B debentures were
forfeited.

- As per the terms of issue, part-A of Rs 105/- of each debentures was to be converted into

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three equity shares of Rs 10 each at a premium of Rs 25/- per share at the end of 15 months
from the date of allotment.

- The balance amount, i.e. part-B of Rs 35/- of each debentures, was to be redeemed at par at
the end of seventh, eighth and nineth year from the date of allotment in three instalments of
Rs 12/-, Rs 12/- and Rs 11/- respectively.

1992 - The Company increased the production of denim cloth by 23,000 tonnes per day by
modernising the plant located at Khatraj of Ankur Textiles.

- The International Finance Corporation, Washington (IFC) approved the proposal made by
the Company for an investment of US $ 18 million comprising of a loan of US $9 million and
subscription to 42,50,000 No. of equity shares of the Company at a price of Rs 55 per share.

- During October, the Company offered 40,32,976 zero interest secured fully convertible
debentures of Rs 800 each to its shareholders on rights basis in the proportion of 1 debenture:
10 equity shares held/all were taken up).

- Another 2,01,649 debentures were offered to the employees on an equitable basis (all were
taken up). 11,718 debentures were forfeited.

- Part A of Rs 260 of each debenture will be converted into 4 equity shares of Rs 10 each at a
premium of Rs 55 per share on 1st April, 1993. Accordingly 168,91,628 No. of equity shares
allotted. Part B of Rs 540 of each debenture will be converted into 6 equity shares of Rs 10
each at a premium of Rs 80 per share on 1st April, 1994.

1993 - The Company proposed to expand the denim manufacturing capacity by 85,00,00
metres per annum. The Company also proposed to set up a new composite mill for producing
annually 120 lakh metres of high quality shirting fabrics to be marketed in the domestic as
well as international markets.

- The Company entered into an agreement with Lanffenmuhle of Germany, for acquiring
technical knowhow to manufacture high quality denim.

- During September, the Company issued 4,03,298 zero interest secured fully convertible
debentures of Rs 950 each to corporate bodies, etc. on private placement basis.

- Part-A of Rs 320 of each debenture will be converted into 4 equity shares of Rs 10 each at a
premium of Rs 70 per share on 1.4.1994. Part-B of Rs 630 of each debenture will be
converted into 6 equity shares of Rs 10 each at a premium of Rs 95 per share on 28.2.1995.

- The Company issued 1,27,81,186 No. of equity shares of Rs 10 each at price per share of
US $ 9.78 equivalent to Rs 305.33 in the form of GDR in the international market
aggregating upto US $125 million.

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1994 - The Company's operations were divided into 3 units viz., Textile Division, telecom
division and garments division. The Textile Division undertook to upgrade its products
international parties. The telecom division developed an innovative commercial offer for
marketing its C-DO RAX equipment. The Garment Division marketed jeans under the brand
name `Flying Machine'. The Garment division proposed to market its jeans under the brand
name `Newport' in North India.

- The Company, Arvind Products Ltd. and Essar Investments Ltd. jointly presented to BIFR
arrangement for amalgamation of Ahmedabad Manufacturing Calico Pringing Co. Ltd.,
(Calico &Dla Ltd. a wholly owned subsidiary of Calico Ltd.) with Arvind Mills Ltd.

1995 - The performance of textile division was significantly affected due to an unprecedented
rise in cost of cotton.

- Garment division launched ready to stitch jeans pack under the brand `Ruf&Tuf'.

- The company proposed to expand denim fabric capacity from 800 lakh meters to 1200 lakh
meters per annum. Also proposed to establish a project to manufacture 3600 tonnes per
annum knitted fabrics in technical collaboration with `Alamac' a division of West Point
Stevens, Inc., U.S.A.

- By the order of BIFR dated 23rd June, the scheme of amalgamation of Asoka Mills Ltd.
with the Company was sanctioned effective 1st April 1994.

- As per the scheme of amalgamation, the Company was to issue 3,68,284 No. of equity
shares of Rs 10 each to erstwhile shareholders Asoka Mills Ltd. (AML) in proportion 1:3 for
the shares held in AML.

1996 - The Company prepared a scheme of arrangement with the creditors of Nagri Mills
Co., Ltd. with a view to revive and rehabilitate the unit of that company and to take over its
management and control by investments in its share capital.

- Rohit Mills Ltd. was merged with the Company under a scheme approved by BIFR.
Directors are also considering the proposal to merge ArvindIntex Ltd. (AIL) engaged in the
cotton spinning activities with the company.

- Arvind Clothing Ltd., Arvind Fashions Ltd., Asman Investments Ltd., Arvind Products
Ltd., Admirial Investments Ltd., Kailash Industries Ltd., Arvind Worldwide Inc., Arvind
Worldwide (M) Inc., Arvind Overseas (M) Ltd., Big Mill Laufenmuhle GmbH are
subsidiaries of the Company.

- The Company undertook to set up ArvindCotspin Ltd., an export oriented unit for
manufacture of high quality cotton yarn, at Kolhapur, Maharashtra. The plant was to be

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equipped with the state-of-the-art machinery manufactured by Rieters of Switzerland and
Lakshmi-Reiters in India.

- 6,91,510 shares issued to the members of Rohit Mills Ltd., on its merger with the Company.

1997 - The marketing and distribution network of "Newport" brand was strenthened and the
relaunched `Flying Machine/Ruggers' brand were strengthened.

- The Company reported a fire in the goods godown& folding packing department in Naroda
road unit of the company.

- 38,50,000 redeemable pref. shares allotted on private placement basis to institutional

investors.

- Arvind Mills Ltd. has set up the anti-piracy cell for the first time in India to curb large scale
counterfeiting of their highly successful brands Ruf and Tuf and New Port jeans.

- Arvind Mills Ltd, which has a exclusive technical collaboration with Virkler of US, is all set
to revolutionalise the denim market, with the introduction of Speed Wash technology. The
company is also in the process of launching Speed Wash denim in Mumbai and Delhi.

- Arvind Mills Ltd. has adopted the franchisee system for the manufacture and distribution of
Ruf and Tuf jeans.

- India's largest denim manufacturer, Arvind Mills Ltd, on 21.8.97 ruled out plans to merge
with Arvind Polycot, another unit of the parent Lalbhai Group of companies.

- Arvind Fashions Ltd., a 100 per cent subsidiary of Arvind Mills, which has set up a state-of-
the-art manufacturing facility in Bangalore to produce Lee jeans, is doubling its capacity to
one million pairs from five lakh pairs annually beginning mid next year.

- Wrinkle-free or No-Iron Cotton (NIC) shirts in 100 per cent cotton will be launched by
Arvind under the Arrow brand.

- Arvind Mills is setting up a new textile facility for the manufacture of shirting, knit fabric
and cotton bottom-weight fabric with an investment of $300 million.

- WestPoint Stevens Inc. and Arvind Mills of Ahmedabad, India, have entered into an
agreement where the former will provide the latter with technical assistance and marketing
expertise.

- The garment business division of Arvind Mills launched `Rugger' casualwear and `New
port' gaberdine jeans.

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- The 26 MW captive power project set up by Arvind Mills Limited has run into problems
with the environmental committee set up by the Gujarat government.

- The rating assigned to the bonds programme of Gujarat Industrial Investment Corporation
Ltd. (GIIC) has been downgraded from A to BBB- by the Credit Rating Information Services
Of India Ltd. (Crisil).

- Crisil has also downgraded the fixed deposit (FD) programme of GKW Ltd. from FB to FC
and the non-convertible debenture (NCD) and commercial paper programme of Arvind Mills
Ltd to BBB+ and P2 from AA- and P1+, respectively.

- The company has entered into a technical collaboration with Alamac Knits Inc, a subsidiary
of West Point Stevens of USA, for the knits unit.

1998 - Arvind Mills, established in 1931 as a textile company, has emerged as the world's
third largest manufacturer of denim.

- Production of denim fabric at one of the units located at Arvind Mills Naroda Road factory
at Ahmedabad, which was affected by a fire on January 27, has been restored to its normal
capacity.

- Arvind Mills Ltd. will be launching youth and kids range of garments in Lee and kids range
in Ruggers this calendar year.

- Arvind Mills, the leading textile manufacturing company of the country and the third largest
Denim producer in the world, went live with SAP R/3 in April 1998 in their new
manufacturing units in just 7 months.

- The company has two brands in its wholly owned subsidiaries Arrow (premium segment
shirt brand) and Lee (premium segment jeans brand).

1999 - Textiles major Arvind Mills is spinning off its textile brands and garments business
into a separate company and is looking for private equity investors to take a significant stake
in the garment company.

- The US-based Clue Peabody & Company, the owners of Arrow brand have extended the
Arrow trademark agreement for another five years with Arvind Clothing Ltd, part of the
Arvind Mills Ltd. (AML).

- The company has been experiencing extremely encouraging response for the Arrow and Lee
brands, while the threat from the unorganised sector continues to dog the popular segment
brands Newport and Ruf&Tuf.

- Arvind Mills has set a two-month deadline for hiving off its garments division into a

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separate company and sale of its real estate in Delhi.

2000 - Crisil has downgraded the debenture issues of Arvind Mills Ltd. indicating that the
instruments were in default.

- Arvind Cloth Ltd, a wholly-owned subsidiary of Arvind Mills Ltd, has launched special
shirts to mark the 150th international anniversary celebration of the `Arrow' brand.

2001 - Arvind Mills which defaulted on a $125 million floating rate note issue, has put
forward a debt restructuring proposal that could significantly reduce its debt burden and
sharply improve its financial health.

- Shareholders of Arvind Mills has approved the firm's proposal to come out with a rights
issue of equity shares worth Rs 75.41 crore as well as the issue of warrants to lenders.

- Dupont India Ltd has chosen Arvind Mills Ltd (AML) as an accredited mill for its Lycra
Assured Programme.

- Arvind Mills has posted a net loss of Rs 44.59 crore for the quarter ended September 30,
2001.

2002

-Arvind Mills Ltd has informed BSE that Mr. BalajiSwaminathan of ICICI Bank Ltd., and
Mr. S. Sridhar of Export-Import Bank of India (EXIM) has been appointed as a Nominee
Directors on company's Board.

-Arvind Mills Ltd has informed BSE that at the board meeting of the company held on
November 20, 2002, the following changes in the Company's Board of Directors have been
considered.

1. The following directors have resigned Dr Prabodh M Desai Mr J C Shah Mr Shailen H

Desai Mr J P Shah Mr V L Mote Mr Naishadh I Parikh

2. The following have been appointed as Directors on the Board of Directors Mr Jayesh K
Shah Mr Deepak M Satwalekar Mrs Rama Bijapurkar Mr Jaitirth Rao

3. Mr Arvind N Lalbhai, Chairman and Managing Director of the company has resigned from
the position of Managing Director but will continue as Director and Chairman of the Board of
Directors of the Company.

4. Mr Jayesh K Shah has been appointed as a Wholetime Director on the Board of Directors
of the company with his designation as Director and Chief Financial Officer.

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2003

-For the fourth quarter, Arvind Mills has witnessed 280% growth in the net profit to Rs.38crs
as against Rs.10cr for the corresponding period last year.

-Arvind Mills Ltd has been assigned a 'P1+' rating by Crisil, which indicates a very strong
rating for their commercial paper.

-The Union Government refused to grant tax concession applicable under Indo-Mauritius
Double Tax Avoidance Agreement to the Arvind Mill's plan to form JV with Ganesh Ltd.

-ICICI Bank, one the warrant holder of Arvind Mills have executed its entitlement of its
conversion of its warrants into its equity shares.

-Arvind Mills Ltd informed its members that trading in Secured Redeemable Non convertible
Triple plus debentures of Rs.1000 each series N3 has been suspended.

-Mr.Ramnik V Bhimani, Company Secretary has been appointed as the Compliance Officer
of Arvind Mills Ltd.

-ICICI Emerging Sector, the private equity arm of ICICI Bank, has acquired a 54 per cent
stake in the Bangalore-based Arvind Brands, the apparel arm of the Sanjay Lalbhai-promoted
Arvind Mills,

-Arvind Mills Ltd has informed that they have acquired 12,61,233 shares amounting to 1.56%
of the total paid up capital of Arvind Products Limited.

2004

-Delist from Delhi Stock Exchange (DSE) with effect from September 2, 2004

2007

-Arvind Mills Ltd has appointed Mr. G M Yadwadkar, General Manager, IDBI, Ahmedabad
as their Nominee Director on the Board of the Company in place of Mr. V K Panditw.e.f.
October 25, 2007.

2008

-Arvind Mills Ltd has informed that the name of the Company has been changed from "The
Arvind Mills Ltd" to "Arvind Ltd" and a fresh Certificate of Incorporation has been issued by
The Registrar of Companies, Gujarat, Ahmedabad.

-Members of are hereby informed that the name of Arvind Mills Ltd shall be changed to

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Arvind Limited and the trading symbol of the Company be changed from ARVINDMILL to
ARVIND w.e.f. July 07, 2008.

2010

- Arvind Ltd has appointed Dr.Bakul H. Dholakia as an Additional Director on the Board of
the Company.

2011

-Arvind Mills in tie-up with Birla Cellulose

- Arvind Mill - Tata Housing partners with Arvind Ltd

-Arvind Mill - Tommy Hilfiger Seeks to Accelerate India Expansion through Acquisition of
Direct Interest in India Business

-Arvind Mills inks Joint Venture with PD Fiber Glass

2012

-Arvind Mill - Arvind Acquires Debenhams, Nautica and Next Business in India.

-Arvind Mill - Arvind to bring iconic Surfwear Brand Billabong to India.

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 PRODUCTS

1.JEANS

2. T-SHIRT

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3.SHIRTS

4.SEASONAL WEAR

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5.SUNGLASSES

6.Bags

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7.Wallets

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BRAND POSITIONING

Flying machine should promote a concept of special occasion wear; for example, casual
office wears for fostering belief among its consumer and thereby inculcate attitude among the
consumer. The promotional activity should be strongly focussed on this concept until there is
ample evidence of creation of belief for the brand. Experiential Marketing:

The imagery should portray the user as a non conformist or maverick who has a caring
attitude. This could be a point of differentiation from other denim brands which don’t portray
the ‘caring’ attitude.
Brand positioning consists of three basic elements they are Market Analysis, Target Market
&Brand elements now these elements can be better understood through a flow chart:

1). Market Analysis:

A survey was conducted to find out the demand & supply analysis, production analysis &marketshare
captured by woodland shoes:

The survey was conducted in a woodland outlets, small retailers, big bazaar
mall,students, and relatives & amongst peer group

To conduct a survey two questionnaires prepared by group one for retailers & one
for customers

The retailer’s questions are based on availability, durability, production, demand,

supply,profits margin &their suggestions regarding product

Th e cu s t o m e r ’s qu e st i o ns a r e ba se d on av ai l a bi l i t y, p r ef e r e nc es , pr i c e s, v a
ri et y, durability& their suggestions regarding product

Area selected for survey was Navi Mumbai

2).Target Market
1). Market segment:It focuses on upmarket segment

2). Age:Products available for every age group but mainly focusing
on teen agers and youngsters(20-35yrs), recently for infants

3). Gender:Products available for both male and female

4). Exclusiveness:
*Mainly focusing urban areas
*Gives an feeling of royalty
*Minimum cost ranging between 1000-2000 Rs

5). Having single geographic orientation for future prospective

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3.Brand Ambassador

Flying Machine, the iconic homegrown jeans brand from Arvind Lifestyle Brands Ltd
announced the signing of Arjun Kapoor as its new brand ambassador. A print and television
campaign is being launched featuring Arjun Kapoor showcasing the new Spring Summer'14
collection.

Flying Machine is the voice of contemporary, young India, not only through its fashion
sensibilities but also through its innovative campaigns like "Sexy being Me" and "Don't Tag
Us". "Catering to the fashion needs of a generation looking for instant gratification, the
brand’s promise of “New Cool” resonates very strongly with its young fashion patrons,"
said AlokDubey, COO Arvind Lifestyle Brands Ltd.

Commenting on the partnership with Arjun Kapoor, Mr Dubey said, "Flying Machine is the
vanguard of youth trends and hence our next Brand Ambassador also had to be someone
who’s seen and believed to be the new cool. With noteworthy performances behind him,
quite a few big releases ahead and his zeal and commitment to be in the big league, we
believe Arjun Kapoor is all set to be “The New Cool” not just in the film industry but with
youth at large. He’s leading a cultural shift where bold new subjects are being taken to the
target audience and a new youth culture is being defined. He’s definitely a youth icon with a
real persona and that is a glove-fit for Flying Machine, a cult icon itself. ''

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 CHAPTER - 4

COMPANY PROFILE

The Company undertook to further expand the capacity to produce denim at the rate of
60,000 metres per day. These new production facilities for this product were formed as an
export oriented unit under the name ARVIND EXPORTS.

MISSION
A mission statement is a statement of the purpose of a company, organization or person, its
reason for existing. The mission statement should guide the actions of the organization, spell
out its overall goal, provide a path, and guide decision-making. It provides "the framework or
context within which the company's strategies are formulated." It's like a goal for what the
company wants to do for the world.

Effective mission statements start by cogently articulating the organization's purpose of

existence. Mission statements often include the following information: Aim(s) of the
organization.

Flying Machine, part of Arvind Lifestyle Brands and the first denim brand that India had, is
currently on a business high, having crossed the Rs100 crores turnover this year. It plans to
close at Rs 140 crores MRP and a company value of about Rs 75 to Rs 80 crores this fiscal.
With a mission to grow in every customer segment, Flying Machine has always had a
complementary accessory line such as belts, caps, socks wallets, chains and wrist bands. This
Diwali, it launched a light footwear line in a price range of Rs 1,000 to Rs 1,600. The reason:
with cotton prices rising, it needs to find innovative ways of selling.

“A smarter way is to be original and stay connected to your category and not go into someone
else’s business and burn your fingers. We will do college bags as our next category in
spring/summer 2011. We already have a women’s line. We have an extension of the jeans
line, knitwear tops, shirts, other fashion tops. We aim at providing the entire lifestyle
including party wear,” says Gautam Kotamraju, Chief Designer-Denims, Arvind Lifestyles
Brands.

Flying Machine’s five-pocket jeans with elaborate washes, for graphics, cut and sew details
are the most popular. The company follows the fashion cycle with more than four drops in a
season so their collections are small but more frequent. They plan only 60 to 70 per cent of
their collection in advance and do 30 per cent on the run. The autumn/winter ’10 range has
been divided into three parts, where all three address a specific activity of the youth. Aptly
named the Young and Bold collection, this is almost 50 per cent of their line as the
company’s target group is college students and early first jobbers, between 15 and 21.

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As a vehicle for promotion and self-expression by youth, Flying Machine has signed in Ankit
Fadia, designer Michael Foley and around 40 music bands as brand ambassadors.

“Flying Machine is primarily a B and C town brand. This time we want to first establish in
the urban landscape minus Mumbai. When we came back to the market, we chose a different
distribution strategy. We took a focused market approach since we had limited resources. We
took Bangalore and Mysore, the whole of Andhra and Delhi. These three markets were our
key focus. We chose Rajasthan, Punjab and UP for development,” says AlokDubey, Business
Head, Arvind Lifestyles Brands.
“There are three export markets we are supplying to. We have some presence in Singapore
now. There are four points of sales where Flying Machine is selling. We have a partner in
Dubai where we export under the name Flying Machine. Now we are going into South Africa
and later into Africa. South Africa is starting from January,” he adds.

Flying Machine has around 94 EBOs which will go up to 100 this year. Six new stores are
opening in various parts of the country like Punjab and Rajasthan and is a combination of
company managed and franchisees. It expects to have 250 stores by 2013 and is already
selling in more than 200 MBOs.

Flying machine mission to provide clothing for the family,from every walk and stage of
life,for every occasion,with a wide range of excellent quality fabrics and garments,that make
them look and feel good.

our efforts would be in the direction, which makes our company the world leader in the field
of fashion, design, & retail management due to the quality of our products & services,
response and cost effectiveness.

We are consumer focused. That means we continuously improve the quality, look, feel and
image of our products and our organizational structures to match and exceed consumer
expectations and to provide them with the highest value.

VISION

a).To provide best discounts to our customers.

b). To provide widest range of choices for our customers.
c). To provide the best quality of products for our customers.
d). To provide alternative choices of products for our customers with innovation and
creativeness.

21 | P a g e
e). To create an environment where ideas are encouraged, recognized and rewarded.
f). To respond quickly and decisively to opportunity.

To enhance social and environmental performance in the company and the supply chain,
thereby improving the lives of the people making our products.

COMPETITORS OF FLYING MACHINE

Arvind Brands, a subsidiary of Arvind Mills, is an important player in the Indian branded
apparel industry. With an array of international brands like Lee, Arrow, Tommy Hilfiger,
Wrangler and domestic brands like Newport, Flying Machine, Ruf n Tuf and Excalibur, the
company was present in most of the segments of the market. But the company was facing
severe competition from major brands like Louis Philippe, Park Avenue and small brands like
Trigger and Blackberry. Also, with several MNC brands poised to enter the Indian market,
the company was under pressure. The case discusses the various brands of Arvind Brands and
its competitors and outlines in detail, the efforts made by the company to organize its brands.
The major competitors for Arvind were Madura Garments, Raymond Apparel, Indus-League
clothing, Levi Strauss & Co, Provogue (India), Zodiac Clothing, and Bombay Dyeing (Refer
Exhibit IV).

1.MADURA GARMENTS

Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo Ltd, is one of India’s fastest
growing branded apparel companies and a premium lifestyle player in the retail sector. After
consolidating its market leadership with its own brands, it introduced premier international
labels, enabling Indian consumers to buy the most prestigious global fashionwear and
accessories within the country.

The company’s brand portfolio includes product lines that range from affordable and mass-
market to luxurious, high-end style and cater to every age group, from children and youth to
men and women. Madura Fashion & Lifestyle is defined by its brands — Louis Philippe, Van
Heusen, Allen Solly, Peter England and People — that personify style, attitude, luxury and
comfort.

Madura Fashion & Lifestyle reaches its discerning customers through an exclusive network
comprising 1,607 stores, covering 2.2 million sq ft of retail space, and is present in more than
1,500 premium multi-brand stores and 320+ departmental stores.

The company's lifestyle store, The Collective, offers a unique blend of global fashions,
international trends and innovative customer services, to

customers in Bangalore, Mumbai, Delhi, Delhi NCR, Chandigarh, Pune and Chennai.

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Planet Fashion, the multi-brand, apparel-retailing arm of Madura Fashion & Lifestyle,
housing the company's in-house and other brands, is the largest chain of stores of its kind in
India.

Madura Fashion & Lifestyle marked its foray into the luxury mono brand business in India by
launching the quintessential British men's luxury clothing and accessories brand Hackett
London through a joint venture with the UK firm.

2.RAYMOND

Incorporated in 1925, Raymond Group is one of India's largest branded fabric and fashion
retailers. It is one of the leading, integrated producers of suiting fabric in the world, with a
capacity of producing 31 million meters of wool & wool-blended fabrics. Gautam
Singhania is the chairman and managing director of the Raymond group.
The Group owns apparel brands like Raymond, Raymond Premium Apparel, Park Avenue,
Park Avenue Woman ColorPlus &Parx. All the brands are retailed through 'The Raymond
Shop' (TRS) – One of the largest network of over 700 retail shops spread acrossIndia and
overseas, in over 200 cities.
In addition, the Group also has business interests in readymade garments, designer wear,
cosmetics & toiletries, engineering files and tools, prophylactics and air charter operations.
Raymond (Ready-To-Wear) is a premium formal wear brand which is postioned to offer
classic garments with impeccable fits and inviting styles to the Global Indian. Needless to say
that the product is made only from premium Raymond fabrics

3. LEVI STRAUSS

Levi Strauss born LöbStrauß, German: February 26, 1829 – September 26, 1902) was
an American businessman of German Jewish descent who founded the first company to
manufacture blue jeans. His firm, Levi Strauss & Co., began in 1853 in San
Francisco, California.

4.INDUS LEAGUE
The company is engaged in design, manufacture and retail of ready-made
garments. Indus League has 9 unique brands in its portfolio - Indigo Nation,
Scullers, Urbana, Urban Yoga, Jealous 21, Daniel Hecter, Head Quarters, John
Miller and Manchester United spread across 215,000 sq. ft. of retail space. It has
over 100 exclusive stores and has also has presence in 45 Pantaloons, 12 Centrals
& 12 Brand Factories and in Reliance Trends, Coupon and Lifestyle.

5.PROVOGUE
Provogue is an Indian clothing and accessories retailer based in Mumbai, Maharashtra. It
was launched in 1997 as a menswear fashion range of contemporary clothing with a styling
that made it uniquely relevant for the Indian market and quickly established leadership. Over

23 | P a g e
the years the brand has evolved into a comprehensive collection of men’s and women’s
fashion apparel and accessories and has won numerous awards throughout its history.

6.PUMA
Puma SE (officially branded as PUMA) is a major German multinational company that
produces athletic and casual footwear, as well as sportswear, headquartered
in Herzogenaurach, Franconia, Germany. The company was formed in 1924
as GebrüderDasslerSchuhfabrik by Adolf and Rudolf Dassler. The relationship between the
two brothers deteriorated until the two agreed to split in 1948, forming two separate
entities, Adidas and Puma. Both companies are currently based in Herzogenaurach, Germany.

7.ADIDAS

Adidas AGis a German multinational corporation that designs and manufactures sports
shoes, clothing and accessories based in Herzogenaurach, Bavaria, Germany. It is
the holding company for the Adidas Group, which consists of the Reebok sportswear
company, Taylor Made-Adidas golf company Rockport, and 9.1% of FC Bayern Munich.
Besides sports footwear, Adidas also produces other products such as bags, shirts, watches,
eyewear, etc

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SWOT ANALYSIS

SWOT Analysis

1. Brand has tied up with Italian designers to

get an Italian touch to Indian clothing.
2. Owns over 100 stores in India and is
present in five countries abroad.
3. Belongs to the prestigious Arvind mills
group which extends their brand image
4. Good advertising and brand building
through ad campaigns
5. Good perception of the brand as a high
Strength quality yet affordable product

1. Still hasn’t been able to reach out to the

growing urban centres in India completely
Weakness 2. Global presence is very limited

1.The market for the youth segment is huge

Opportunity 2.Foreign market for expansion

1.Existing competition from international and

Indian brands
2.Dependence on the Indian market, where
there is a possibility of high brand switching
Threats and low loyalty due to many options

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PRODUCT PORTFOLIO

Arvind Lifestyle Brands, a subsidiary of India's largest integrated textile and apparel maker
Arvind Ltd, has entered into a licensing agreement (including online) with US-
based clothing company Gap Inc to sell their merchandise to Indian fashion affiniados. The
association, Arvind executives said, offers them over Rs 1,000 crore opportunity to be tapped
through a chain of Gap stores in the key metros starting with Mumbai and Delhi. The first
few stores are likely to be operational in less than a year's time.

Sanjay S Lalbhai, chairman and managing director, Arvind Ltd, said the company will start
retailing Gap merchandise in India with the Summer 2015 collection for adults, kids and
babies. "We see the addition of Gap in our portfolio as a significant step to becoming the
leading apparel retailer in India. The coming years will see 40-50 franchise-operated Gap
stores operational in the country.

"Each store will cost around Rs 10 crore and will be funded through internal accruals," said
Lalbhai adding that their company has had a long-standing relationship with the American
retailer as their vendor partner.

Gap Inc is a leading global retailer offering clothing, accessories, and personal care products
for men, women, children, and babies under the Gap, Banana Republic, Old Navy, Piperline,
Athleta, and Intermix brands. It currently has over 350 franchise stores along with over 3,100
company-owned stores. The Gap brand now has a presence in nearly 90 countries.

Gap sees India as an emerging, vibrant market and a crucial next step in its global expansion
strategy. "As the world's second most populous country with more than 1.2 billion people,
India represents an important platform to bring American casual style to consumers around
the world," Gap global president Steve Sunnucks said in a statement.

According to J Suresh, managing director and CEO, Arvind Lifestyle Brands Ltd, the Gap
portfolio will immensely help the company by strengthening their men, women and kids-
wear categories. "We currently see this as a Rs 1,000 crore growth opportunity that can
increase multi-fold in the coming years. Their merchandise mix offers us a huge opportunity
to open retail stores in the country.

26 | P a g e
"With the kind of products coupled with pricing strategy adopted for India, the opportunity
goes much beyond tier I markets. The store size will vary from 8,000 to 10,000 sq ft and the
stores will be opened across 15-20 towns in the next five years," he said adding that the first
store launch is just 10 months away.

With a wide portfolio of of owned, licensed brands and retail formats Arvind Ltd is also
credited with introducing international brands into the Indian market starting with Arrow,
Gant, Izod, Elle, Cherokee and US Polo. Among its own brands include Flying Machine,
Colt, Ruggers, Excalibur etc. The company also has a joint venture in India with global major
Tommy Hilfiger in addition to retail brands like Megamart, The Arvind Store, Club America,
Next and Debenhams.

Designed by a young Italian designer, Chicco who has on his portfolio clients like Replay and
Evisu, the new collection of Flying Machine will be set in the streets of Europe and inspired
by ‘Fashion Tripping’, a concept, representative of a fantasy that combines influences from
every fashion capital into a young person's wardrobe.
Over 300 new options will be launched this season with dark denims that are distinctive with
clean washes and new fits as also coordinated with a large collection of shirts, knits, jackets,
winter wear and cool accessories to give a thematic global look.
Arvind Brands is a division of Arvind Mills Ltd and is based in Bangalore, managing a
portfolio of large well known brands such as Arrow, Excalibur, Flying Machine, Newport,
Ruf n Tuf and Mega Mart. The new range will be marketed through leading retail stores and
50 exclusive outlets of the company.
Arvind Brands has signed up popular film star and youth icon Abhishek Bachchan to endorse
its denim brand “Flying Machine”, the first Indian jeans brand which enjoyed iconic status in
the Denim Market.
In summer ‘07 Arvind Brands unveiled a package to re-launch Flying Machine with an
Italian Designer, a new brand identity and exclusive retail stores. Abhishek’s endorsement of
the brand is expected to give the re-launch a big thrust which will be followed by a new
multimedia campaign.

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 PRODUCT PROFILE

1.JEANS

Flying Machine Men Blue Jeans00

Rs. 2,300
 Blue jeans
 cotton
 regular

2. CAPS

Flying Machine Men White Dot Cap

Rs. 650
 white
 cotton
 men

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 3. T-Shirts

Flying Machine Men red t-shirt001

Rs. 1,050
 Red
 Flying Machine Men Red T-shirt
 short sleeves

4.Shirts

Fabric Cotton
Sleeves Full Sleeve
Neck COLLAR
Fit Regular
Colour Blue

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5. Sunglasses

Type Aviators
Frame Aviator
Shape
Frame Grey
Color
Frame Metal
material
Lens Color Grey

6.Bags

Extra Handle No
Number of 1
Compartments
No. of Pockets 4

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7.Wallet

Extra Handle No
Number of 8
Card Slots
Number of 2
Compartments
No. of Pockets 2
Color Black
Material Leather

Extra Handle No
Number of 5
Card Slots
Number of 2
Compartments
No. of Pockets 2
Color Blue

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STRATEGIES FOLLOWED

A marketing strategy serves as the base of a marketing plan.

A marketing plan contains a list of specific actions required to successfully implement a

specific marketing strategy.

An example of marketing strategy is as follows: "Use a low cost product to attract

consumers”.

Once our organization, via our low cost product, has established a relationship with
consumers, our organization will sell additional, higher-margin products and services that
enhance the consumer's interaction with the low-cost product or service.

" Without a sound marketing strategy, a marketing plan has no foundation”.

Marketing strategies serve as the fundamental foundation of marketing plans designed to

reach marketing objectives.

Hence in this chapter a very sincere effort have been made to present the marketing
strategies for readymade garments industries and analysed and interpreted the results of my
hypotheses which has been formulated for my research work.

1.PRODUCT AND MARKET DIVERSIFICATION

Production policies are the general rules that management makes to guide itself in making
production decisions. Developing new product, modifying and improving upon the existing
ones, diversifying into new areas and markets, branding and survey of market demand are
some of the key areas of product planning.

Product policies may be stated in the form of series of either short definition or of question
arranged as a check list.

According to Kline “A product strategy is the strategy for improving the company's overall
sales and profit position in respect of a particular product as well as companies other products
and in case this policy hinders the sale of other products of the company it should have a
greater potential long range profit than the products in conflict with it”. (Kline)

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2. Product planning and development

Product planning is one of the basic considerations of products policy.

Product planning is necessary owing to change in demand, technological change profit less
price competition.

In a highly competitive market it’s risky for a company to rely exclusively on its existing
products.

Customers want and expect a stream of new and improved products.

Keen competition in the market results in new and improved products for the customers.

Product development has been defined in a number of ways.

Kotler’s definition of a new product includes original products, product improvements,

products modification and new brands that a firm brings into existence through its own R&D
efforts.

According to Stanton, “The former embraces all activities which enable producers and
middle men to determine what should constitute a company's line of product, requiring an
estimate of the industries market potential, companies sales potential, cost requirement and
profit possibilities whereas the later i.e. product development is a more limited term
encompassing technical activities of product research, engineering and design.

”Stanton adds that the scope of product planning and product development activities include
decision making and programming related to the following. (Stanton)

a. Which product should the firm make and which should it buy?

b. What new users are there for each item?

c. Should the company expand or simplify its line?

d. What brand name, package, and label should be used for each product?

e. What should be the product style, design, size, colour and

f. How should product be priced?

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3.Garment Production Planning and development

Garment production planning involves creating a schedule for the mass production of
clothing. Producing garments requires a lot of coordination and schedule management. Every
production requires different elements, depending on how large the production is and what is
being produced.

The time frame for a production depends on the elements of the production, but generally
speaking, planning for the production is the same.

Planning for a production can be very simple if all steps are followed, assuming have already
sourced your materials and subcontractors prior to this stage.

Be sure to inspect garments thoroughly before determining a schedule in order to make sure
all the elements needed in the garments are included in the production schedule.

Local state and city laws regarding certification, permits and licenses that might be needed
for garment manufacturing should be checked out as they vary greatly and many times
require certification.

4.Product line extension strategy

Groups of products that are used together, sold and to the same customers and marketed
through the same channels are known as product lines.

Extension in these product lines is said to occur when same additions in their width or depth
are made for holding their position in the market.

Their width relates to the number of product and depth refers to number of items in each
line.

In product line extension strategy different aspects are to be taken into consideration which
may vary from firm to firm and from one situation to other situation.

A readymade garment industry plans to produce many product lines such as men’s wear,
ladies wear, kids wear etc, casual wear, sportswear etc which are consumed domestically and
are being exported.

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5. Diversification Strategy

It refers diversifying route of production and market penetration.

Whichever a company is endangered by internal or external factors and starts loosing

profitability.

It becomes necessary to go for diversification.

However decision concerning diversification is not merely dependent on profitability but on

other factors also.

Some companies may add new products line purely for the purpose of growing buying in
terms of size where as some others may decide to diversify for capturing or greater share of
the market.

Internal factors necessitating diversification includes scarcity of skilled labour force, obsolete
technology, introduction of close substitute etc whereas external factors are abolition of brand
name, policy of the government, and rigid pricing policies of the government.

6. Market diversification strategy

It is asses in terms of overseas expansion either through import and export activities or by
overseas acquisition or in terms of selling the garments in overseas market.

It offers new opportunities to garments industries to increase their sales turnover.

Marketing diversification strategy may help to create consumer awareness and enhanced the
image of a company.

In some cases the overseas marketing may also compensate losses arising out of declining
sales of a garments company in the domestic market.

7.Branding strategy

A brand name is a term, sign, symbol, design or combination of any of them.

It’s intended to identify the products of one seller to differentiate them from those of its
competitors.

35 | P a g e
 A brand name may be defined as that part of the brand which may be vocalized and uttered
easily.

A brand mark as different from a brand name in that part of a brand which can be recognized
but not utterable such as a symbol, design, distinctive colouring and lettering.

Brand strategy refers to the task of product differentiation that is distinguishing the product
from of one manufacturer to others. It has its ultimate effect on price which a customer
unnecessarily pays for the branded article.

This strategy is generally adopted by the companies operating in developed countries like
India where the product diversification is very necessary for the profitable growth of a
business, for people in these countries are more quality conscious rather than price conscious.

Branding strategy in Indian readymade garments industry was particularly adopted by MNCs.

They branded their products for capturing the share of the market.

Branding strategy formulation which is basic to product development strategy should ensure
that the interest of ultimate consumers is safeguarded.

Although branding involves substantial cost spending on the part of the manufacturers still
they go for branding mainly because of the following reasons.

a. It’s used for identification purpose.

b. It may be used as a legal trade mark to protect the unique features of the product from
limitations.

36 | P a g e
 CHAPTER 5

DATA ANALYSIS & INTERPRETATION

Q.1 Which clothing brand comes to your mind when thinking about clothes?

a. levis b. Flying machine c. lawmans pg3

brand

levis
flying machine
pg3

INTERPRETATION : According to the above graph, public prefer more of flying machine
brand as compared to other brands i.e. levis and pg3.

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Q.2 While purchasing the clothes which quality influenced you the most?

a.price b. features c. brand image

quality

A- 45%
B- 25%
c-35%

INTERPRETATION : According to the above graph, 45% people were influenced by the
price of the product, 25% people were influenced by the features of the product and other
35% were influenced by the brand image of the product.

38 | P a g e
Q.3 Are you satisfied with the performance of clothes?

a.yes b.no

satisfied

yes
no

INTERPRETATION : According to the above graph, there are more number of satisfied
customers than compared to unsatisfied customers.

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Q.4 What is your opinion about cost of clothes?

a.low cost b.average cost c.high cost

cost

low
average
high

INTERPRETATION : According to the above graph, majority of the consumers think that
the price of the product high and fewer consumers think that the price is average or low.

40 | P a g e
Q.5 Do you think that clothes has Value of Money?

a.yes b.no

value

yes
no

INTERPRETATION : According to the above graph it is shown that majority of the

consumers think that the branded clothes have value for money and fewer consumers think
that the branded clothes are not worth the value.

41 | P a g e
Q.6 If asked to switch to another brand of cloth of the same segment, which would that be and
why?

a. raymond b. provogue c. levis

segment

raymond
provogue
levis

INTERPRETATION: According to the above graph, majority of the consumers will switch to
levis and fewer consumers will switch to provogue and Raymond.

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Q.7 Do you agree that the advertisement influence the changing market scenario and demand?

a.yes b.no

ads

yes
no

INTERPRETATION : According to the graph, consumers are influenced more and easily by
seeing the advertisements of the product.

43 | P a g e
Q.8 If yes than, has flying machine been advertised well?

a.yes b.no

yes
no

INTERPRETATION : According to the graph, advertisement of the product is done well

enough to let the consumers know about the product.

44 | P a g e
Q.9. If you are asked to add any extra feature to the cloth, what would that be?

A. quality b. colour

Sales

quality
colour

INTERPRETATION : According to the graph, majority of the consumers want quality of the
product to be improved as compared to the colour of the product.

45 | P a g e
Q.10 Do/would you recommend flying machine to your friends and relatives?

a.yes b.no

recommend

yes
no

INTERPRETATION : According to the graph, majority consumers will recommend the

product to their relatives and friends as it is worth the value product and it is also an Indian
brand.

46 | P a g e
 CHAPTER - 6

CONCLUSION
The brand provides discount to their customers and it has improved its overall performance
according to my research.

This brand has shown growth in the competitive market.

It also provides quality service to its customers.

It conducts its business ethically and it all serves the need to its members.

They treat customers as the king of market

47 | P a g e
 CHAPTER 7

SUGGESTION AND RECOMMENDATION

SUGGESTION
Based on the data gathered from the customers , which was analyzed , the following
observations are made.

Here we found that the customers are fully satisfied with the services of flying
machine brand. Many products are sold online through online sites like flipkart,
Myntra, Jabong

Most of the people have came to know about the flying machine brand just a couple of
years back.

Many of the customerspreffering this brand due to the product features and the brand
image of the FLYING MACHINE. They are fully satisfied by product with the
deffirent features of clothing .

We found that majority of the customers are fully satisfied with the features and
performance of flying machine clothes.

They think that Flying Machine clothes is worth buying.

Majority of the customers preffering the provogueand raymond as the good

competitors of the flying machine.

Respondents think that the company should advertise flying machine on a large scale
in order to gain more share in the market.

Majority of the respondents would like to recommend flying machine clothes to their
friends and relatives.

48 | P a g e
 Recommendations

After analyzing the findings ,the following suggestions have been prepared.

A constant urge to upgrade and keep pace with the changing times gives organization
the competitive advantages or cutting over the competition

There is heavy demand for Flying Machine in the market , so the supply has to be
improved to meet the demand of the customers.

Inspect the online sites continuosly so that they try to deliver the product on a
particular timeperiod .

Company must try to tap the rural area with the help of print media and hoarding

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 CHAPTER - 8

Bibliography & Wibliography

Bibliography

MAGZINES

Fashion magazines

Clothing magazines

NEWS PAPER

Times of India

Economic Times

Business Today

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Wibliography

WEBSITES

www.wikipedia.com

www.google.com

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 QUESTIONAIRES

Q.1 Which clothing brand comes to your mind when thinking about clothes?

a. levis b. Flying machine c. lawmans pg3

Q.2 While purchasing the clothes which quality influenced you the most?

a.price b. features c. brand image

Q.3 Are you satisfied with the performance of clothes?

a.yes b.no

Q.4 What is your opinion about cost of clothes?

a.low cost b.average cost c.high cost

Q.5 Do you think that clothes has Value of Money?

a.yes b.no

Q.6 If asked to switch to another brand of cloth of the same segment, which would that be and
why?

a. raymond b. provogue c. levis

Q.7 Do you agree that the advertisement influence the changing market scenario and demand?

a.yes b.no

Q.8 If yes than, has flying machine been advertised well?

a.yes b.no

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Q.9. If you are asked to add any extra feature to the cloth, what would that be?

A. quality b. colour

Q.10 Do/would you recommend flying machine to your friends and relatives?

a.yes b.no

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