INTERNSHIP REPORT

PROJECT ON CLOTH BEARER

PROJECT REPORT

Submitted
On

03.08.2019

Submitted by:
Satyam Bhardwaj
20152102
IBM-15

Submitted to:
VN MOHAN
 Nothing rear than Cloth bearer.

Date: 31 st J u ly, 2 0 1 9

This is to certify that Mr. Satyam Bhardwaj has done his internship in
ClothBearer, Sonipat from 3rd June, 2019 to 27th July 2019.

He has worked on a project titled Business development and Marketing.

This project was aimed to launch a theme-based promotion for the New
products. As part of the project, he designed various banners, mailers by
understanding the design briefs and promo specifications.

During the internship he demonstrated good design skills with a self-

motivated attitude to learn new things. His performance exceeded
expectations and was able to complete the project successfully on time.

We wish him all the best for his future endeavors.

Anish Gupta
Co-Founder

C lo th B e a re r
Phone: 9813144120
E-mail: Anish@clothbearer.com
The detailed report states all the factors we have learned during the internship and how
it has helped us in getting the practical functionalities of the B2B and B2C segment. We
have thoroughly researched on the clothing market of India and how based on our
research work, we were able to achieve all the given targets and objectives.

Key Learnings and Outcomes

We worked in a clothing start up called Cloth Bearer. We at Cloth Bearer are firm
believers in forming connections through self-expression. Cloth Bearer stirs a revolution
in the apparel market by bringing in a combination of designs and concepts never used
before to deliver a manifestation of one’s innermost desires.
While innovation has in some way or the other tweaked our clothes in a number of ways,
we at Cloth Bearer realized that the clothing market could use a revolution too. Thus,
was born the idea of customizing embroidery patch apparels with the best quality cotton
yarns – a transformation, an orbit-shifting innovation, which sets out to disrupt this
previously sober and perhaps, boring category.
While our cutting-edge designs leverage on type of printing, patterns, graphics and
quality of fabric preferred, what sets us apart is our product design which incorporates
the uniqueness and perfection of international brands and is miles ahead of the
competition.
We are not just talking designs and motifs. We are talking about revolutionizing the
clothing market with better quality, eye popping designs that can narrate your story, a
lot of new styles that challenge the belief that fashion and comfort cannot go hand in
hand.
You think and we create. That’s what we promise to deliver.
As we aim to connect with our consumer personalities, every product should be designed
and manufactured with the best quality material by sustaining the essence of our core
ingredients which are Designing, Printing and Branding of each and every product.
We focus on developing our products as a lifestyle choice rather than a functional
product by being able to emotionally and mentally connect with our customers.
With the collaborative efforts of our extremely skilled artists, our manufacturers who
supply us with the finest fabrics, our top-notch printing dyes and our zero tolerance for
mediocrity, we’ll soon accomplish our goal of occupying a little part of everyone’s hearts.
It is always very difficult for a start up to build a perfect ecommerce website
and to execute its management, promotion and analysis.
To go with a secure line, we went through a ROI model which connects us to a platform
where their money invested has a guaranteed return. With the growing digital market, it
was extremely difficult for us to identify the right partner who can help us in promoting
our clothing brand.

After thorough market research and references we partnered with one third party agency
and created our own domain and website. It starts with simple sign up to build your store
by uploading products, set up payment and shipping options. Once our website was
ready, we can make it live at our own domain. After making it live, we promoted it
through our online store using their best pre-integrated marketing tools. Weekly &
Monthly reports will help us to analyse our business and take quick decisions for
improving sales.

Functioning

We invested around 34K to build the website and designed it in a user-friendly way,
which helped us in making our website more lucrative and attractive. We invested
around 15K per month in social media marketing which includes Instagram and Facebook
advertisements along with a fixed budget for SEO, Catalogue Ads, and Google Re
marketing.

It was extremely important for our team to understand the analytics behind the whole
investment plan and that’s what we did it in a structured way:

Every day we had decided our marketing plan with the third-party agency and
accordingly we used to set our target market. There are multiple variants which are
supposed to be considered to ensure that the money invested gets us the best returns
possible in terms of real time sales and conversions. Our team used to target specific ads
which were designed by our graphic team and accordingly we used to target the crowd.
We used to invest daily in different tier 1 and tier 2 cities accordingly we used to set
prices of the product. It was extremely important understand the aesthetics behind the
consumer’s purchase decision and how it has influenced our marketing plans. At the
initial stage we faced problems as the no of impressions we were getting were plenty,
but on the contrary the sales conversation rate was extremely less. Hence, we figured
that role of google analytics can help us is segmenting the data and further we can focus
with more specifications.

Important factors like:

1. How long a customer is staying at your website?

2. How many customers are adding a product to the cart but are not purchasing it?

3. How many impressions we are getting in a single hour?

4. Which cities are more proactive in trying the product at the first time?

5. At what price point the sale figures are doing extremely well?

6. How can the dependency on organic sale can be reduced?

7. Which customer is showing interest of which particular product?

8. How can we control product visibility and keep a track on it?

Hence, we had a dedicated designing team which focused on multiple

elements which are listed below:

1. Banner Designing

2. Theme Customization

3. Blog Designing
 4. Product Designing

5. Video Editing

6. File Storage

7. Catalogue Designing

8. Designing of Gift Cards/ Promotional Offers

9. Instagram and Facebooks ads

Hence all the factors were extremely important to ensure that all pieces are arranged in
a manner which gives the ultimate value to the consumer. Dependency on each variable
contributes to the actual sales figure and that was the only reason we were focusing on
all nano and micro elements of the project. Along with this the execution of content
management team also plays a major role in giving shape and message to the overall
graphics and designing.

We further integrated with a shipping partner who used handle all over shipping, billing
and invoicing of the product. India as a country has more than 20000 pin codes and it
was extremely difficult for us to get a partner who delivers to all the pin codes. So, to
reduce the dependency on individual shipping partner, we collaborated with a third-party
shipping service called as Ship Rocket. This helped us in easing the whole shipping plan
as they were connected to more than 25 shipping partners and used offer us competitive
rates along with the delivery in all the pin codes. Hence the online portal system helped
us managing the orders in an efficient and effective way.

As per our revenue model, we are ticking sales around 80K-100K in a month by
maintaining a net profit of 35-40%. We are growing slowly at a rate of 15% per month
are continuously diversifying our business model.

Our Major plan for next quarter is to increase the production capacity by collaborating
with other ecommerce platforms like Flipkart, Amazon, Snapdeal, Myntra and few others.
Bulk and Merchandise Model

Being an Indian kid, we have been taught “Quality at a reasonable Price” is the right
product. Companies, colleges and event managers across India have been facing the
similar problem of Quality against the price offered. We are looking at not just bridging
this gap but also to add a third constraint of time. We value our customers time from the
design process to the delivery process.

At Cloth Bearer we believe the Price and Quality are at a balance. Good quality affordable
T-Shirts is the right of every person. And we believe in delivering this dream.

Hence, we see a massive scope of growth and improvement in order to expand our B2B
and B2C market in terms of revenue, diversification and the amount of product
exclusivity we can develop in order to compete in the extremely crowded and
competitive clothing market.

The problem with any business problem is the stagnation in their approach. Any rigidity
towards their approach with ultimately be a hamper to their growth plans. This is a
universal truth irrespective of how big a company is, and especially for a start-up. The
key is adaption, to be flexible with every situation and grab opportunities. Now with all
the positive that is attached to doing an online and an e-commerce business approach
the downside is that is a very small pace idea. The online space is a very competitive
market because of digitalization and easy access to internet. No doubt these reasons
have also helped in increasing the customer base but the major issues is also the
increased competition. Attached to this is people’s approach towards online purchase,
where they risk little with new or lesser known brands. Hence the opportunity of
acquiring a new customer and making a presence within such stiff competition is very
difficult. Therefore rather than solely depending on it and diverting all resources towards
a slow growth plan, the alternative is to diversify.
Therefore, the solution to this was turning our attention towards the traditional methods
of doing business. And thus, to counter the slow growth and patience game of e
commerce we strong armed ourselves with the B2B approach. The garment industry is
such a market which is highly unorganized outside the online space. There are ample of
opportunities that can be converted if one tries to look beyond the chaos that is
happening. Now no matter how much digitalization has happened people still trust the
brick and mortar stores when it comes to the apparel business. The preconceived notion
of physically assessing the material before purchase and the lack of expansion of e
commerce in many segments provides a huge edge towards it.

Trading in huge quantity under the B2B approach seemed the better choice rather than
just waiting for the slow conversion rates which was faced in the online segment in the
initial days. No doubt that the profit margins which are received in the B2C approach is
much bigger as compared to trading but the overall fact is that you are able to bridge
the same when dealt in huge quantity. Now as mentioned earlier about the chaotic
nature of the B2B market it is important to establish a segregation as it provides a better
understanding and ultimately helps us to map our approach accordingly.

Therefore, for the basic definition any garment requirement outside the context of online
brands and website falls under the B2B market. Now this may include retailers (big &
small), wholesalers, distributors and corporate clients. Now the major road block towards
this was connecting and finding the right players. Now there are not many options when
it comes to this either you have people attached to your already established network of
acquaintances (grape vine approach) or you research about it.

We found the solution to it majorly on India mart, a B2B market place built for the exact
same reason. Now there are many other platforms that function the same but Indiamart
is a more organized approach as compared to others. The steps are very simple, first you
need to register yourself as seller and update information about yourself that gets
verified. Then within the same platform you find buyers who post their requirement and
retrieve their information.

Then it’s just the process of cold calling and following in up. Simple rules of business is
then to use your convincing skills and determination to convert leads. No matter how
simple this process seems you will always find people you do not match your
requirement and the number of buyer leads you can unlock is also limited. Thus, the
conversion rate is very less but it allows you to look beyond your own network.

Below is the link to all our pages:

1. www.clothbearer.com

2. www.instagram.com/clothbearer

3. www.facebook.com/ClothBearer