Customer Satisfaction

Customer Satisfaction
CHAPTER-1 INTRODUCTION
1.1INTRODUCITON
SDM-IMD-, MYSORE 1
The present Indian economy is characterized by increasing in the consumption rate. Today Indian market is exposed to a lot of competitions not only from the domestic player but also global players. The competition in the market is driving every manufacturer to cut costs and focus on satisfying the customer which will surely help him retain his market share and also to enhance it. The customers delight in the business world of marketing today. All the marketers are oriented themselves towards it.
MARKET
The term market is derived from the Latin word Marcatus which means trade, merchandise or plan of business. It means interaction of the buyers and sellers in the person or through telephone, telegraph, mail etc.
MARKETING
Marketing is a comprehensive term. It is not a mere exchange of goods and services. It includes all those activities connected with the process of identifying the needs of the customer and then organizing the business accordingly to meet the needs of the consumer. Marketing is a social and managerial process by which individuals and group obtain what they need and want through creating, offering and exchanging products of value with others. Marketing is the total system of interacting business activities designed to plan, price, promote, and distribute wants satisfying products and service, to present and potential customers.
CONSUMER BEHAVIOUR
SDM-IMD-, MYSORE 2
One official definition of consumer behavior is The study of individuals groups, of organizations and the processes they use to select, secure, use, dispose of products, services experiences or idea to satisfy needs and the impacts that these processes have on the consumer and society. This definition brings up some useful points.
Behavior occurs either for the individual, or in the context of group (e.g., friends influence what kinds of clothes person wears) or an organization (people on the job make decisions as to
which products the firm should use.)
Consumer behavior involves the use and disposal of products as well as
the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result form product disposal (e.g., motor oil being sent to sewage systems to save the recycling fee, or garbage piling up at landfill) this is also an area of interest. Customer behavior involves services and ideas as well as tangible products.
The impact of consumer behavior on society is also of relevance. For
example, aggressive marketing of high fat foods or aggressive marketing of easy credit may be serious repercussions for the national health and economy. There are several units in the market that can be analyzed. The main trust in this course is the consumer. However we will also need to analyze our own firms strengths and weaknesses and those of competing firms. Finally, we need to assess the marketing environment although we may have developed a
SDM-IMD-, MYSORE
product that offers great appeal for consumers a recession may cut demand dramatically.
WHO IS THE CUSTOMER?

We all think of customers as the people who sit at our tables and pay for the goods and services purchased but they are individuals in their own right. They may be business people, tourists, youngsters, retired couples or celebrities. They cannot be looked upon as an amorphous group their needs are different and your service should reflect the. A customer is the most important person in our business
A customer is a person who comes to us with needs and wants and it is our job to handle them in a manner that is profitable to him/her and ourselves.
A customer is not a cold statistics; he/she is a human being with feelings and deserves to be treated with respect.
A customer is not an interruption to our work he is the purpose of it. We are not doing him a favor by serving him, he is doing us a favor by giving us the opportunity to do so.
CUSTOMER SATISFACTION
Winning customers hearts and minds is increasingly important to customer acquisition and customer retention. It is no coincidence that customer satisfaction research accounts for much of market research activities. As competitive advantage and differentiation is achieved through product innovation and service performance (rather than competing on cost), it is vital to monitor and manage customer satisfaction levels. Customer satisfaction is not just about service levels or product attributes. It can be seen as a function of two main components:
SDM-IMD-, MYSORE 4
Perceptions of product and service levels received Expectation of product and service levels Customer satisfaction is therefore concerned with service delivery/product performance and expectation management. Customer Satisfaction research delivers key benefits:
Understanding the underlying drivers of satisfaction
Identification of trigger points where satisfaction management is most needed Prioritizations of action areas (minimum input of maximum return)
Identification of customer-supplier interactions, internal processes and departments most likely to cause satisfaction/dissatisfaction.
Impact on loyalty and propensity to recommend; a vital bottom line measurement
SDM-IMD-, MYSORE
CHAPTER-2 REVIEW OF RELATED LITERATURE
SDM-IMD-, MYSORE
2. LITERATURE REVIEW
CUSTOMER SATISFACTION:
The current global business environment is extremely competitive. Todays consumers are more than willing to switch form supplier to supplier in search of better service or courtesy. To attract and retain customers, effective organization need to focus on determining and then providing what their customers want and values. Advertising, market positioning product \ service imaging, discounting, crises handling and others and other methods of attracting the customer attention or not enough. Understanding the customer needs and expectations is essential to winning new business. An organization must give its customers a quality product or service that meets their needs at a reasonable price. Which includes on time delivery and outstanding services: to attain this level, organization needs to continually examine their quality system to see the responsive to ever changing customer requirements and expectations. The most successful TQM program s begins from defining quality from the customers perspective. Quality means meeting or exceeding customers expectations. Dr. Deming added that quality also means anticipating the future needs of customers. Customer satisfaction, not increasing profits, must be the primary goal of the organization.
DEFINITION OF CUSTOMER SATISFACITON

PHILIP KOTLER defines customer satisfaction as follows:
SDM-IMD-, MYSORE
Satisfaction as a persons feelings of pleasure or disappoint from comparing a products perceived performance in relation to his or her expectations. Brown defines customer satisfaction as the state in which customer needs, wants and expectations throughout the product or service life are met or exceed resulting in repeat purchase, loyalty and favorable worth-of mouth. According to JONES and SESSER, four basic element effect customer satisfaction. They are: the basic elements of products and service, basic support services, a recovery process for counteracting bad experiences, and extraordinary services. There are many definitions of key elements of services, but this one is considered appropriate in the context of care of after sales services. Customer satisfaction is the difficult concept to define. However, the following ideas are usually considered to be fundamental in achieving customer satisfaction.
The product or service must meet the customer needs, wants and
expectations for quality and functionality. It doesnt matter how much advertising is done or after sales service provided. Service delivered by an unenthusiastic, moody employee will leave the customer felling let down. Sales and promotional activities need to create a positive experience for the customers.
For example, the attitudes of employees to make contact with customer
should be positive and professional. After sales service should also be positive and appropriate (e.g. user training, help lines, servicing). Customers often needs re assurance
SDM-IMD-, MYSORE 8
after they have bought something that they have made the right choice, or help in using the product properly. Customer satisfaction seems simple enough and yet it is far from simple, it is not an objective statistic but more of a feeling or attitude. Although certain statistical patterns can be developed to represent customer satisfaction. It is best to remember that people opinion and attitudes are subjective by nature. Because customer satisfaction is subjective, it is hard to measure. There are so many facts to the customers experience with a product or service that need to be measured individually to get an accurate total picture of customer satisfaction. Errors can occur when customer satisfaction is simplified too much. Since customer satisfaction is hard to measure, the measurement often its not precise. As with more there is variability among people and often with in the same person at different times. Often, due to the difficulty of measuring feelings. Customer satisfaction strategies are developed around clearly stated, logically customer opinions and the emotional issues of a purchase are disregarded, and this can be costly mistake. Customer satisfaction should not be viewed in vacuum, for example, a customer may be satisfied with a product or service and therefore rate the product and service. Highly in a survey, and yet that same customer can buy another product or service. It is of little benefit to understand a customer views about a product service if customers views about the product or service are not understood. The value customer place on one product compared to another may be better indicator of customer loyalty.
DIFFEREENT KINDS OF CUSTOMER
SDM-IMD-, MYSORE
There are two distinct types of customers external and internal. An external customer can be defined in many ways, such as the one who uses the product or service, or one who influences the sale of the product or service. An external customer exists outside the organization and generally falls into 3 categories: current, perspective and lost customers. Each category provides valuable customer satisfaction information for the organization. Each employee in the organization must know their job enhances the total satisfaction of the customer and to gain ones. An internal customer is just an important. Every function, whether it be engineering, order processing or production, has an internal customer each receives a product or service and in exchange, provides a product or service. Every person in a process is considered a customer of the preceding operation. Each workers goal is to make sure that the quality meets the expectations of the person. When that happens throughout the manufacturing sales and distribution chain, the satisfaction of the external customer should be assured.
DIFFERENT CATEGORIES OF CUSTOMERS

Individual customers:In certain circumstances it may be important to ascertain whether individual customer are on their own out of choice or whether they are actively wishing to socialize. For example, a long holiday maker might be actively in search of solitude or desperate to socialize. Group of customers:Group often pose a challenge due to the increase numbers and diversity of needs involved. For example, serving a party of forty diners in a restaurant as a same time is likely to be more challenging to the staff concerned that dealing with similar numbers arriving in smaller groups over the course of an evening.
SDM-IMD-, MYSORE 10
CUSTOEMRS OF DIFFERENT AGES:

These can be split into 2 broad categories children and adults but even within these groups, there can be significant differences in terms of needs. Teenagers, for example, are often sensitive about being banded together with much younger children. Older people have different expectations of and attributes to customer service than younger people. Customers form different cultural backgrounds: Cultural backgrounds can have a significant influence on people tastes, preferences and opinions and this may well have an impact in terms of their needs and expectations as customer. However, it is important to not to make assumptions based upon generalized assumptions or cultural stereo types as this like to cause offence. Customers with specific needs This category covers a wide area of different needs, from people requiring wheel chair access, those with sensory disabilities people with young children, to people with particular dietary requirements. They may require a moral tailored service but it is important that their needs are created for sensitivity to avoid making customers feel self conscious or a nuisance.
TRADE CUSTOMER:
It is important to remember that many businesses do not deal with the public directly but have other businesses as their customers. These customers will also have a variety of needs, ranging from specialist advice, advice and
SDM-IMD-, MYSORE 11
assistance with promotion and after care service to trade discounts and free gifts and corporate entertainment.
WHY CUSTOMER SATISFACTION IS IMPORTANT

The modern business environment is characterized by increasing competition (and therefore increasing customer choice) due to trends such as: Greater freedom of international trade and globalization markets. Increasingly customer confidence in complaining. Are no longer the preserves of local or national companies who can afford to be complacent about their customers. E-Commerce and interest marking- businesses can reach customers around the world every minute of the day. De-regulation of markets (i.e., allowing new entrants to markets previously run by monopolies).
SDM-IMD-, MYSORE
12
CHAPTER-3 INDUSTRY PROFILE
SDM-IMD-, MYSORE
13
3. INDUSTRY PROFILE
History of Textile or cloths can be drawn back to the dawn of civilization as understandable. Textile word comes from Latin textiles which means women. The term comes from verb texture to weave in textile since, however a textile is freely defined as any product any product made from fiber. People no longer buy cloths to keep their body warm and cozy. They buy them because of the way fabric makes them feel masculine, feminine, young, glamorous, different etc. buying cloths has become an emotional experience. Business of textiles market now is selling excitement rather than clothing. It is well known that textile industry is one of the oldest and the largest industry in the world. From ancient eras until the eighteenth century, all fabrics were constructed and decorated by hand weaving which was organized at home or in small workshops. Some artist weavers of those centuries achieved great skills and many surpassed such beautiful examples as oriental carpets and rags, huge tapestries, porting intricate scenes and early Coptic textile, now hang in museum all over the world as measured exhibits.
SDM-IMD-, MYSORE
14
Textile industry represents the rich culture, tradition, heritage and economic well-being of country with diversified range and versatility. At the same time industry is competitive enough to fulfill different demand patterns of domestic and global markets.
Textile Industry in India

India Textile Industry is one of the leading textile industries in the world. Though was predominantly unorganized industry even a few years back, but the scenario started changing after the economic liberalization of Indian economy in 1991. The opening up of economy gave the much-needed thrust to the Indian textile industry, which has now successfully become one of the largest in the world. Textile industry in India provides great contribution for the development of economy. It is the second largest industry in the world after china. It provides ample employment opportunities to people belonging to all classes. After agriculture this provides employment to maximum number of people in India employing 35 million people. India textile industry largely depends upon the textile manufacturing and export. It also plays a major role in the economy of the country. India earns about 27% of its total foreign exchange through textile exports. Further, the textile industry of India also contributes nearly 14% of the total industrial production of the country. It also contributes around 3% to the GDP of the country. India textile industry is also the largest in the country in terms of employment generation. It not only generates jobs in its own industry, but also opens up scopes for the other ancillary sectors. India textile industry currently generates employment to more than 35 million people. It is also estimated that, the industry will generate 12 million new jobs by the year 2012.
SDM-IMD-, MYSORE
15
India textile industry is one of the leading in the world. Currently it is estimated to be around US$ 52 billion and is also projected to be around US$ 115 billion by the year 2012. The current domestic market of textile in India is expected to be increased to US$ 60 billion by 2012 from the current US$ 34.6 billion. The textile export of the country was around US$ 19.14 billion in 2006-07, which saw a stiff rise to reach US$ 22.13 in 2008-09. The share of exports is also expected to increase from 4% to 7% within 2012. Following are area, production and productivity of cotton in India during the last six decades. If there is any industry, which is truly representative on India in all its hues, contracts unity, conflicts, history and enterprise hard work- it is the textiles. The very first textile mill was started in India in 1854 with the establishment of Bombay spinning and weaving mills. Till 1920 the total extension of textile industry was concentrated around Mumbai but gradually it spread all over India. A major role is being played by textile industry constitutes around 9% of GNP, and the export of textile constitutes 35% of the total export earnings. Looking at the ancient history from the economies, social or simply physical angles and comparing it to the way it operates, elsewhere in the world one cannot fail to how in this country. Be it in the Vedic, mogul, British or the current democratic era, our textile industry has not only drawn rich lessons from each of them extensively, but also has even kept pace with the changing times. Presently the Indian textile has grown at phenomenal pace and today it accounts for 25% of the total exports from the country. Similarly, the RMG export sector is the thrust area of export contribution, up to 8% of total export from India.
SDM-IMD-, MYSORE
16
Today when the nation is facing financial crisis, the role of the textile industries become more important in increasing export from the country and earns valuable foreign exchange. More than one core of persons are connected with textile industry and earns their livelihood. It constitutes 25% to countrys industrial production.
Current Facts on Indian Textile Industry

India retained its position as worlds second highest cotton producer. Acreage under cotton reduced about 1% during 2008-09. The productivity of cotton which was growing up over the years has decreased in 2008-09. Substantial increase of Minimum Support Prices (MSPs). Cotton exports couldn't pick up owing to disparity in domestic and international cotton prices.
SDM-IMD-, MYSORE
17
CHAPTER-4 COMPANY PROFILE
SDM-IMD-, MYSORE
18
4. COMPANY PROFILE
4.1 BACKGROUND AND INCEPTION OF THE COMPANY
The S.Kumars Group was set up in 1948 by Sri. Abhaya Kumar, S. Kaslival and Sri. Shambhukumar S. kaliwal. It has been a forerunner in the industry for the last five decades and is regarded as one of the most reputed business houses in the country. The group established the S. Kumars brand, they set up a nationwide distribution network in the 1960s, a first textile companies to have ushered in the widespread use of polyester and polyester blends in the country. Reid & Taylor (India) Ltd. is a subsidiary of SKNL. Synonymous with British tradition, Reid & Taylor has been styling the world's elite for over 170 years. It all began in the 1830's with Alexander Reid, an enterprising Scottish gentleman, embarking on a journey to make his vision a reality. Using locally available Cheviot wool he created Cheviot cloth that soon caught on the fancy of the landed gentry. As the clientele and reputation grew, he was joined by financer Joseph Taylor. Thus, began the enduring partnership of creating finest cloths in the world, which today is better known as Reid & Taylor. Reid &
SDM-IMD-, MYSORE
19
Taylor continues the journey to create the finest fabric passionately and has thus carved out a distinguished name for itself in the industry. Reid & Taylor was launched by SKNL in India in 1998 with the inauguration of a state-of-the-art fabric plant at Mysore. The discerning consumers in India now can experience international-quality garments in their own cities and towns. Today, Reid & Taylor has emerged as a leading brand in the worsted suiting segment. Reid & Taylor is the first brand in India to offer both fabrics and apparel under one label. The fine quality of garments and sharp styling has created a space for itself in the customers mind. The apparel range includes formal and casual daywear suits, jackets, trousers, shirts ties and accessories along with a wide selection of T-shirts, jeans, and other weekend wear. Produced by Reid & Taylor at a dedicated facility in Bangalore, the apparel range upholds the finest tradition of quality and cuts in outfitting. 194 8 196 0 197 0 198 0 199 0 199
Textile business founded.
Pioneered the use of the S Kumars brand name in the textile trade
Established a nation wide distribution network.
Established textile manufacturing facilities at various locations. Consolidated the Groups textile business by establishing S Kumars Synfabs ltd as the flagship company for textile business. Technology and Marketing collaboration with Reid & Taylor of Scotland.
20
SDM-IMD-, MYSORE
5 199 6 199 9 200 0 Acquired a stake in Reid & Taylor of U.K, thereby acquiring usage of the Reid & Taylor brand name for the worsted fabrics range. Commissioned a state of the art worsted computer near Mysore One of the best in the world. Setting up the most modern computer for high value fine cotton fabrics launching Ready to wear apparels.
Environment Policy
1. Use of eco- friendly dyes and chemicals. 2. Integrated Effluent Treatment Plant; discharge maintains Greenbelt spread over 1, 15,000 square meters, comprising over 2000 trees. 3. Substantial water conservation through reuse of 300 KL/day (out of total requirement of 750 KL/day) 4. Rain water harvesting in use. Adhering to all State Pollution control Board norms. ISO 14001 Certified Environmental system Management.
Quality Policy 1. They are committed to be a world-class company by consistently

designing and manufacturing suitings to the highest standards and customer expectations. 2. They shall operate in a just and ethical manner, providing opportunity to employees and associates to realize their potential to the fullest extent. 3. They are committed to comply with ISO 9001 and for continual improvement of the Quality Management System (QMS).
SDM-IMD-, MYSORE 21
Human Resources
Competent, experienced team led by technocrats with average industry experience of 30 years. Right mix of youth and experience. Work force of over 1100 persons b) c) 96 officers, 51 junior officers and 30 trainees. 808 workmen.
a)
14 team leaders with 92 second line managers
Team trained in house for greater productivity. Team Reid & Taylor is respected across industry for innovation and productivity. Cordial employee relations and adequate training provided to enhance skills sets.
4.2 NATURE OF THE BUSINESS CARRIED

Reid and Taylor Industry belong to the allied group of the United Kingdom and have a heritage of over 150 years of excellence in the fabrics business. The Reid and Taylor product range is synonymous with hi-fashion premium clothing and superlative fabrics in the segment and the company is widely recognized as a world leader in fabrics for menswear. With a plan for a major thrust in global textile markets, S. Kumars forged a strategic tie-up with Reid and Taylor. As alliance, S. Kumars has made available to the Indian market a range of the worlds highest quality fabrics confirming to Reid and Taylor specifications. Reid and Taylor project is an Rs.245.71 corers project, envisaged as Indias most modern, best equipped and completely world-class fabric manufacturing facility. The Reid and Taylor is the brand focused towards the
SDM-IMD-, MYSORE 22
premium segment associated this brand with the icon of James Bond, Reid and Taylor had successfully promoted itself in the Indian sub- continent, a powerful multimedia blitz and had firmly established Reid and Taylor as the brand for people with class and style. Maintaining, synergy across brands and their markets is the centralized brand management department. Through this focus, the company continuously initiates new brand management strategies with the aim of maintaining brand dynamism in a competitive market scenario. The Reid and Taylor started its commercial production in the month of December 1998 with a production capacity of 50 lakhs meters per annum. The plant has 12,960 spindles and a captive power generating capacity of 7MW. All the machineries are imported from Germany, France, Italy, Switzerland and England. The range of products varies from medium to higher range. The 25% of its production is exported to foreign country like U.K., middle-east, Japan and U.A.E., etc. Over 1500 (approximately) design both export and domestics are being offered with blends of polyester wool 65:35, 40:55:45 and 100% wool. The company has provided employment opportunity to 1,200 workmen including staff and indirect employment to about 200 persons. The workmen are employed as company apprentice or training period of 2 years and over 95% of the workmen are recruited from in and around Nanjangudu and adjoining villages. Effluent treatment plant in textile industry for the usage of water per day of various processing. In their effluent treatment plant 100% of industry effluent is treated and after the treatment the treated effluent is used for gardening, Negotiation etc... The plant in fact is a zero discharge plant.
4.3 MISSION STATEMENT
SDM-IMD-, MYSORE
23
SKNL aims to be a model company incorporating the best work ethics and corporate governance. The companys mission is to grow extensively without compromising on quality. It aims to be amongst the top 3 players in every area of operations. It benchmarks achievements against international quality standards and every milestone achieved as the stepping- stone to the reach zenith. The company continues to pursue growth both organically and inorganically to contribute to the development of the Indian Economy. SKNL believes in fair play, thereby creating value for its stake holders, employees and customers to maximize shareholders value. Instilling in its employees, the need to offer best products and services to its consumers, SKNL has created a world class enterprise managed by seasoned professionals. SKNL will continue to operate in all product categories catering to different segments of the market. To blend modern technology with traditional values in our endeavor to be a word class Indian Company global. To provide every opportunity to our business associates and employees to realize their potential to their fuller extent. To pursue our goals in just and ethical manner.
To ensure the consumer remains the focal point of all our activities by offering him high value for money.
Business Objectives
To be Indias leading textile group and a world class entity.
SDM-IMD-, MYSORE
24
To continue and expand the position in uniforms and workday materials. To consolidate and expand the position in shirtings and pants. To enter made-ups and value added products. To expand exports to 20% of group activity. To enter relating of apparent and soft goods country wide in a big way. To become a global player in textile.
4.4 PRODUCTS/ SERVICE PROFILE

In 1830s Alexander Reid an enterprising Scottish gentlemen had a vision. Using locally available cheviot wool, he created cheviot cloth that soon was favored so much that he invited financier Joseph Taylor to join him, creating an enduring partnership that is known as Reid and Taylor. The mill won accolades and gold medals for its quality of fabric. It was and is in this pursuit of developing some of the finest cloth in the world that the Reid and Taylor have carved a very distinguished name for itself. Reid and Taylor exquisite clothes are made from the best wool in the world including Australian merino, lambs bale, the rare blue Ross- shire cheviot, Chinese Kashmir and most recently the incredible New Zelandbred Escorial. The Escorial wool today is so rare that Reid and Taylor make only 200 meters of this fabric- and always only on order. In June 1999 while the cricket world cup was on, it was Indias textile market that had caught the fever. After more than 20 years there was a new player in the worsted market. In million years of homes across the country, it was Reid and Taylor that eye from the many ads that were being aired. And the reason was Bond. James Bond.
SDM-IMD-, MYSORE 25
However, post the initial success there was some stagnation in the growth of the brand. The conclusion of brand research by A.C. Neilson was that the brand needed to reach a wider audience in India. That meant going beyond metros without losing the premium ness associated with the brand. The challenge required a brand ambassador, who is a style icon for Indians, is equally popular with both the masses as well as the elite and has a personally befitting the brand. Amitabh Bachchan clearly fits this role. In fact the deliberation phase, other names, too, was discussed but none was found to be as appropriate. The choice of Amitabh Bachchan as the new brand ambassador was unanimous. While it is too early to quantify the result the new campaign, business associates including the trade are extremely excited about Amitabh Bachchans another example of product innovation is the Reid and Taylor poly viscose range. Virtually crease proof, it aims at increased convenience and includes quality such as Zephyr, pearl, Mistral, and Vogue.
Market
The fabric market for menswear in India primarily comprises of poly viscose (PV) and poly wool suiting fabric. While no retail audit has been conducted so far, industry estimates project the market in three main segments. At the top end the worsted (poly wool) segment is estimated Rs. 12 billion while the total poly viscose market is projected at Rs. 80 billion of the total PV market the branded segment account for Rs.20 billion while the unbranded is worth approximately Rs.60 billion. Typically in India, unlike most developed countries, fabric is retailed across the counter. This is because custom tailoring in India significantly
SDM-IMD-, MYSORE 26
cheaper than in developed countries and the ready-to-wear segment is still not fully geared up. Reid and Taylor (a Scottish brand, based in Langholm) launched its Indian chapter in 1998 by setting up the state-of-the art plant at Mysore. This meant that international quality was now available customized for Indian conditions. This new initiates brought about renewed excitement in the worsted industry that was stagnating pre- 1998. The launch of Reid and Taylor is considered an important landmark in the Indian fabric industry. Today with a sales turnover of Rs.2200 million, Reid and Taylor has emerged as a clear number two in the worsted segment with an 18% market share. Reid and Taylor are growing at 25% per annum.
Products
Each bold of Reid and Taylor cloth is still made with the same painstaking attention to detail and minutiae that was established by its founders over 170 years ago. The advantages that it enjoys today are the availability and the innovative use of technology as well as state-of-art production processes. Reid and Taylor press them all into service. The brand has been able to get some of the worlds leading houses as clients an outstanding testimony to its policies of design and customization. Keeping certain factors in mind Reid and Taylor has developed a wide range of fabrics. Primary amongst these was the need to combat the misconception that worsted suiting is suitable only for winter. Reid and Taylors research and product development demonstrate that every meter of fabric produced by it can be worn and maintained with ease in any climate.
SDM-IMD-, MYSORE
27
With a clear understanding of major user segments and usage environments, the product offering has been created to exceed customer expectations, rewriting the rules with dynamic colors, attractive selvedge and competitive pricing.
A) Fabrics
Reid & Taylor fabrics are acclaimed for their high wear ability, ease of maintenance, and superior shape of retention. The range includes pure wool super fine fabrics made from fine merino fleece in high counts like 90s, 100s, & 130s, fabrics in wool / linen and wool / silk, wool/ silk/ polyester and other blends. The brand has recently launched high quality fine fabrics that include the super 230s, machine washable all wool fabrics and 100% cashmere suitings and jacketing fabrics. Reid & Taylor has also introduced blended fabrics like wool-silk, cashmere-cotton, bamboo-wool (70:30), cotton-wool(70:30) easy care all wool-high twist and machine washable, for special occasion. The rare Escorial fabric is the worlds finest naturally grown wool and has been selected from the finest fleece measuring 16 micron or finer. Its natural spiral shape traps air and lends a remarkable elasticity, making the fabric wonderfully light, naturally flexible and stunningly erase resistant. Reid and Taylor manufacturers a wide range of worsted and premium suitings including:

All wool super fine Poly wool blends Wool cashmere blends Wool linen and wool silk polyester blends Polyester Viscose blends
28
SDM-IMD-, MYSORE
Polyester Viscose worsted Value added polyester viscose blends Wrinkle resistant suitings ECOFRESH suitings
B) Apparel
In the ready to wear segment, Reid & Taylor has launched suits, jackets, trousers and shirts under the label of Reid and Taylor legends, a range of fine formal clothing aimed at the premium segment. The Reid and Taylor leisure comprises.

Linen suits Cotton trousers Shirts T-shirts Golfing etc.
Promotion
Flying in the face of conversion is a habit with Reid and Taylor. Launching a worsted suiting brand in the middle of the Indian summer was considered inappropriate. Just before the start of the Cricket World Cup in 1999 Reid and Taylor did exactly that. The launch strategy and strategic association with James Bond. The role out was planned to perfection the media strategy and its reach, the advertising support and the radical trade promotion were all synchronized like a good military campaign. Each component was designed to ensure optimum utility. The truth is that even today, after all these years the James Bond blitz is remembered. Customers immediately connected with the brand position of Bond with the Best.
Advertising
SDM-IMD-, MYSORE 29
The advertising campaign had many firsts, including a media strategy that used television as the thrust medium with press playing a secondary role. Shorter duration commercials ensured branding and clearly differentiated it from the other players in the market. Reid and Taylor collaborated with S. Kumars launched their fabric in May 1999. Most of the people were not aware of the product. Advertisements were making to promote the sales of their product. The advertising aspect i.e., regarding the advertising of Reid and Taylor is under taken by the parent company itself. As the company is a recently established on there is no separate advertising department in the company.
Main objectives of Reid & Taylor behind advertisement are as follows

To create awareness Positioning the product in the market To separate in to the market To create completion To overcome the existing completion.
After they have determined their objectives the next question before them was how to advertise. They choose four main media to advertise the product that are as follows;

Television Print media Hoardings Sales promotion After deciding the media in order to create awareness there next aim was
to penetrate in to the market and positioning the product in the market. It was
SDM-IMD-, MYSORE 30
an important brand, which is already enjoying elite status expect India, and further company put word luxury to put in the image for the product in upper middle and upper classes people. The next question arises was who will be the brand ambassador? To make the image of high value product they search for the right icon. The problems before them was to select the celebrity or non-celebrity and finally they shoes Amitabh Bachchan as there icon or model they choose this person because of his class and attitude as, Reid & Taylor is a fabric of class, as they say Reid & Taylor Bond with best.
Advertising through Television

After selecting the right icon, they awaited for the right opportunity to advertise their product. Frequent advertisement were put in the television to capture the audience in large more and more people come to know about the product. The advertisement was not only shown in channels like DO and Star Plus, but also in other regional channels so that people can be aware of the product. As television acts as an important media through which the promotion of product is done, Reid and Taylor first advertise their product on television to create awareness among maximum number of people.
Print media
Print media is also one of the media, which helps in reaching the target audience. As most of the people are not in the habit of watching TV, Newspapers and other forms of print media acts as their close supplement. In this regard, Reid & Taylor selected a few of the popular dailies having wide circulation to put up their advertisements. In the earlier stages, they preferred full-page advertisements were put-up at the regular intervals. As the
SDM-IMD-, MYSORE 31
advertisement gained popularity the size of the advertisement was reduced to half a page. Their advertisement was also up in specialized paper like Economic Time and Financial Express. The advertisement were also exhibited in magazines like The Week, India Today, A and M, Frontline and others.
Outdoor Advertising
Hoardings are structures erected to carry advertisements. This is also one of the prominent forms of advertisements. Hoardings are cheaper forms of advertising when compared to TV and print media. Large sized hoardings in prime locations provide better publicity to the product. Reid & Taylor have displayed attractive and reasonable larger size hoardings in prime locations in order to gain the attention of people passing by. The hoardings exhibited by Reid & Taylors are bright and colorful. It carries the companys logo along with the slogan Bond with the Best
Visual Merchandising
Shop boards are another prominent form of advertising shop boards are large placards kept at prominent places in front of the shops. They are the most effective forms of advertisements as they influence the customers at the point of purchases. The shop boards used by Reid & Taylor are of two types. 1. Glow signboard 2. Posters The glow signboards use by Reid & Taylor are attractive and colorful, they are usually hanging boards. The glow signboards used by Reid & Taylor.
SDM-IMD-, MYSORE
32
Posters are large printed pictures displayed at prominent places inside the shops. The Posters used by Reid & Taylor are comparatively costlier when compared to those used by other textile industries. This is one the promotion strategy of Reid & Taylor to eliminate completion and gain popularity.
Distribution
The company adopts a three tied traditional form of distribution channel, it primarily comprises of agents wholesalers and Tag Retailers, apart from this the company also appoints direct retailers it also has exclusive showrooms. The percentage offered is as follows: Agents W/S - 3 percent on the net sales value - 25% on e mill + duty 10%
Direct Retailer- 40% to 50% on EX mill + duty 10% A company sponsored study revealed that Reid and Taylor enjoyed a high recall (80%) immediately after the 1999 Cricket World Cup. Live like Bond a nationwide consumer promotion was held in association with Reid and Taylor. In fact, agents and retailers have often found customers asking for the Amitabh-Wala suiting. Reid and Taylor have been uniquely positioned as a luxury suiting, differentiating it from the other so called premium suiting brands than available. Blending with the promise of Bond with the Best this positioning has created a unique brand and even today remains distinct and unchanged.
SDM-IMD-, MYSORE
33
In five years so far; the Reid and Taylor range has the width and depth to meet the growing demand of a mobile India. Today, it is available in more than 3,000 outlets and through twelve exclusive stores.
Management
The S. Kumars group is managed and direct by two generations of Kasliwal family, who founded it over fifty years ago. They provide entrepreneurial dynamism, vision and professional governance to the group; it has a sharply defined management structure with the team of seasoned professional is their own right constitutes supervisory board. And is responsible for identifying growth areas, planning, strategy, farming policies setting goals, monitoring operations and overseeing other key functions. The essence of the groups management stance, quite simply, consists of a sagacious combination of east and west: a harmonious blend of technology and tradition, todays imperatives balanced by yesterdays values. Progress is sacrosanct; equally, age-old virtues are scared. S. Kumars synfabs Ltd Today India Tomorrow the world.. More than 50 years it was founded S. Kumars finds itself among top few textiles companies in India, with a product mix which embraces virtually every kind of fabric, from polyester blended suitings and cotton suitings to home linen and wool suitings, it is also an exporter of many variety of fabrics and
SDM-IMD-, MYSORE 34
will soon emerge as a garment manufacture. It has textile manufacturing units in Dewas, Ghaziabad, Indore, Mumbai and Mysore wide distribution network, easily the biggest and organized in India.
4.5 AREA OF OPERATION-GLOBAL/NATIONAL/ REGIONAL

It all began with a small trading company. In 1948, Mr. S.S. Kaslival and his elder brother Mr. A.S Kaslival set up S. Kumar and company in Mumbai to trade in textiles. Thereby planning the seeds of what is today, a large business group with a portfolio of activities ranging from textiles and power to leisure and information Tech services a diverse conglomerate, unified by a business. Philosophy that lays particulars emphasis on fair play, corporate transparence and professionalism led by two generations of the Kasliwal family and professionally managed the group is a global player in textiles, with a growing presence in energy and power, e-commerce, Information Tech services, leisure, relating, garments, infrastructure development and Tyres, and is known popularly all over India, simply and successfully as S. Kumar.
Growing global
The last few years have seen a high degree of growth and diversification at S. Kumars and one of the major thrust areas has been globalization, a small beginning was made with acquisition of strategic take in Reid and Taylor, Scotland makers of the worlds most luxurious cloths for mens accessories as also open boutique in the U.S, thereby buttressing S. Kumars globalization objectives; in addition the group has plans to make several strategic investments in textiles in Europe, the CIS and U.S and Latin America.
SDM-IMD-, MYSORE 35
Perhaps, Asias most modern textile facility, setup in association with Reid and Taylor, Scotland, makers of the worlds most preferred wool worsted suiting, with an annual production capacity of 5 million miters. S. Kumars began exporting fabrics from India as far back as 1967 on today export a variety of fabrics, including home lines, chiefly to Europe and the Middle East; in pipeline are wool worsted and polyester/wool as a part of its effort to become world players in textiles.
4.6 OWNERSHIP PATTERN BOARD OF DIRECTORS
DR. A.C SHAH
CHAIRMAN
NITHIN S. KASLIWAL
MANAGING DIRECTOR
ANIL CHANNA
DIRECTOR
A.K.CHOUDHARY DIRECTOR (NOMINEE OF IDBI) M.H.KULKARNI
ANISH MODI
SDM-IMD-, MYSORE
36
DIRECTOR (NOMINEE OF INDIA DENYS FIRTH DEBT MANAGEMENT PRIVATE LIMITED)
VIJAY KALANTRI KUNNASAGARAN CHINNIAH DARA .P MEHTA PRADIPANALAL SHAH DIRECTORS
AUDITORS
M/S. HARIBHAKTI & CO.,
4.7 COMPETITORS INFORMATION

To understand Indias position among the textile producing countries, it is necessary to look at its export rates in detail. Although the textile industry contributes 9% of GDP & 35% of foreign exchange earnings, Indias share in global exports is only 3% (China 13.75%). Expressed in US dollars, Indias exports value $10billion, in sharp contrast to Chinas $77 billion. While India is still concerned with its fine tuning policy, China seems to have its sights on a more strategic dimension. It is believed that China is vacating the commodity end comprising yarn & gray fabric, & moving into high value processed fabrics, with sizeable investments in value added processes. Meanwhile, India is still in the phase of upgrading at the commodity end. Indeed, an Indian textile delegation has scheduled a visit
SDM-IMD-, MYSORE 37
to China in March 2002 to scout for business opportunities in lower value intermediates.
Domestic competitors with their fast moving brands

1. Raymond. 2. Dig jam 3. OCM 4. Dinesh
5. Grasim
Table 1.1 Market Share of Different Domestic Companies in 2011 Percentage Raymond Reid & Taylor Dig jam OCM Dinesh Grasim Others (BSL, J.Hamstede, etc.,) Total (In %) 51 21 9 5 5 2 7 100
Table 1.2 Market Share of Different Domestic Companies in 2011

Percentage Raymond Reid & Taylor Others (OCM, Grasim, Dinesh, Dig jam) Total (In %) 60 25 15 100
The market share of Reid and Taylor brand has been increasing from year to year. It has increased from 21% to 25% from the year 2008 to 2010.
SDM-IMD-, MYSORE 38
International Competitors
1. Bobby Jones Tehama 2. Cutter & Buck 3. Tommy Bahama 4. Eagle Dry Goods 5. Tricots St Raphael 6. Colonel Littleton 7. American Alligator 8. The Presidential collection 9. Armani 10. City Scarves 11. Enro 12. Peards Gourmet 13. Fly.
4.8 INFRASTRUCTURE FACILITIES

About 40 acres of land purchased for the purpose of setting up a factory. The production Block is occupying about 10 acres of the area. The supply of electrical power from own DG house wherein 4 generator sets, of 2.5, 2.5, 1, 1, MW totaling 7.0 MW capacity. The steam to be supplied by two oil fired boilers. The total area covered for DG sets and Boilers about 3.5 acres. The effluent and the polluted water form out of the process to be treated in E.T.P, covering an area of about 4 acres. The man power recruitment for the plant is about 900 workers and 300 staff.
SDM-IMD-, MYSORE
39
The company is guarded 24 hours by 4 security supervisors and 32 guards. The guards are supplied by a security agency from Mysore.
4.9 ACHIEVEMENTS/ AWARDS

Reid and Taylor were launched in Indian in 1998. The worsted industry was then going through a phase of stagnation and was loaded with a number of established players. It was in this delicately poised environment that Reid and Taylor was launched. The launch, through a strategic association with James Bond, rekindled excitement in the market. Thanks to instant customer response and trade support the brand established itself as a leading player in the field. In 2002, a study conducted by A.C. Nielson revealed that Reid and Taylor enjoyed a high recall (84%)and was in the top three with an ad recall of 52% (source A.C. Nielson).
Recent Developments
Reid & Taylor manufactures suit lengths in 100s super fine merino fleece and superfine polyester, executive wears in 70s wool and polyester and other popular blends. The composition, too, is more adventurous. Linen Kraft is a unique combination of linen with 10%polyester for the unruffled look. Specially developed for ceremonial wear is Silk Ovation- a 100% silk fabric. Leading fashion trends are Crespo and Jet set which are both high twist fabric qualities. These have been developed especially to cater to the vast number who wants a clean silhouette and shapely drape. The James Bond film the world is not enough. The winners visited the locations of the film and lived in places where bond stayed. A best windows
SDM-IMD-, MYSORE 40
Display contest on the Bond theme was also held for retailers. The winners went to Thailand for a holiday including a visit to James Bond Island. Making the entire process more involving at the consumer level various promotions were held where buyers of Reid and Taylor received movie tickets, VCDs and other gifts. Within a year of launch, Reid and Taylor become the second most remembered brand in unaided recall. However certain issues crept up. To identify and address these, the company commissioned A.C. Nielson to do a national study. While aspiration scores were consistently high, relevance and empathy were lower than desired. Also in certain non-metros the sophistication parameter had led to Reid and Taylor being seen as an expressive suiting. Immediately after the research, the company developed alternative solutions. Given the brands success in the past with James Bond it was felt that the brand needed a suitable, high profile Indian personality. Amitabh Bachchan, who was finally selected as the brands ambassador, had achieved a brand fit score 9.5.
4.10 WORK FLOW MODEL
Dying
SDM-IMD-, MYSORE
41
Spinning
Weaving
Mending
Finishing A) Dying
The raw material what is got is usually white this has to be converted into different shades dyeing is the process by which the fibers will be dyed in different shades. There are 3 years of dyeing that is:

Top dyeing Fiber dyeing Yarn dyeing In top dyeing the raw material that is polyester and wool are dyed
separately and then blended. But in fiber dyeing the fibers is make it is dyed in yarn dyeing the yarn is dyed in required color. Fibers are dyed in respective
SDM-IMD-, MYSORE
42
shades keeping in mind the required blend of fabric i.e.55/45, 65/35, 40/60 i.e. polyester and wool are blended in different percentage as required.
B) Spinning
Spinning is a process where raw materials (polyester and wool) are converted into yarn. The spinning process comprises of three-sub process Re-combining Spinning preparatory Spinning
C) Weaving
Fabric is the final main product and weaving is the process of converting yarn into fabric. Fabric is just interring placement of yarn or thread in called WARP or ends and transverse threads are called WEFT or picks. The threads, which have to be separated individually and for this each thread is drawn through healed eye of the healed and all the healed together mounted on a shaft and there healed shafts can be mounted on loon where fabric is made. There are different count spun like 1/24, 1/32, 1/38, 1/48, 1/56, 1/60, 1/70, 1/80, etc. The yarn are said to be twisted into S or Z twist depending upon the direction. Clockwise direction of twist is S twist and anti-clockwise of twist is Z twist. The weaving process comprises of 3 different motions on the loom
Primary motion Shedding
SDM-IMD-, MYSORE
43
Opening of the warp sheet, the warp sheets have to be lifted as per the weave to insert the weft. One set of wrap is lifted and the other is kept down.
Picking
In section of weft through open sheet, as soon as the warp sheet opens one rapier brings weft in the center and the other rapier takes up the weft to the other end.
Beat-up
Beating weft to the fall of the fabric as soon as the second rapier reaches and of the fabric, the reed pushes the weft in the direction of the previous weft and insures the weave of the required thickness.
Secondary Motion
Let off: release of wrap in a fabric the weft should be arranged uniformly they should not be too tight or loose. After picking the wrap should advance to accommodate the next pick. Take up: take a fabric on the roller. This motion corresponds to the wrap has to have the required tension on the loom. So when the let off motion takes place the fabric is taken up on the roller.
Auxiliary Motion Wrap stop Motion

When any of the ends break the machine stops the drop wire on the wrap drops and completes a circuit tripping the machine.
SDM-IMD-, MYSORE 44
Weft stops Motion

The mended fabrics are sent finishing. This is the process by which the fabric attains its own handle; aesthetic feel comforts etc. for this different chemical heat treatment are given. First of all the fabrics will have protruding fibers. A process called SINGEING removes these. Then the fabric has to be washed to remove dust, stains, and tint and to make it clean. When the weft breaks the machine stops in case of ample the yarn is wrapped on a Suzuki machine. After the completion of wrapping, the beam is taken to the weaving section where it is drawn manually, it is then fixed on the loom and the sample fabric is woven.
D) Mending
The purpose of the marketing department is to identify and mend the faults/defects encountered in the fabric after weaving. The fabric is inspected in detail on the tables by the menders and the fault if mendable is mended after this one more check is done on the fabric, on the grey perch to check for any mendable fault. From here the fabric is given to the finishing department.
E) Finishing
The mended fabrics are sent finishing. This is the process by which the fabric attains its own handle; aesthetic feel comforts etc. for this different chemical heat treatment are given. First of all the fabrics will have protruding fibers. A process called SINGEING removes these. Then the fabric has to be washed to remove dust, stains, and tint and to make it clean.
4.11 FUTURE GROWTH AND PROSPECTS A birds eye view into distant horizons
SDM-IMD-, MYSORE 45
The future plans includes expansions of home linen and terry towel production jointly with an oversees company and the including of Denim, industrial fabrics knit wear in the groups products range, as well as garments and fine cotton fabrics. A special facility to produce fine cotton is planned to build near New Delhi.
4.12 McKINSEYS 7s FRAME WORK

The 7S framework has first appeared in the book The Art of Japanese Management by Richard Pascal and Antony Athos in 1981. The two authors were looking at how Japanese industry had been so successful, at around the same time Tom Peter and Robert waterman were exploring what made a company excellent. The 7S Model was born at a meeting of the four authors in 1978. It then appeared in the book In search of Excellence by Peters and Waterman in 1982. Subsequently, it was taken up as a basic tool by the Global Management Consultancy Company Mc Kinsey to diagnose the cause of organizational problems and to formulate programs for improvement, then on it became famous as Mc Kinsey 7S Model. The 7-S-Model is better known as McKinseys 7S. This is because the two person who developed this model. TOM peter & Robert waterman have been consultants at McKinseys & Co at that time. They published their Books The Art of Japanese management and In search of the difficulties of organization changes. The model shows that the organizational immune systems and many interconnected variables involved makes change Complex and therefore an effective change effort must address many of these issues simultaneously.
What is 7-S-Model?
The seven-S are a framework for analyzing organization and their effectiveness. It looks at the seven key elements that make the organizations
SDM-IMD-, MYSORE 46
successful, or not. i.e., Structure, Skills, Style, Strategy, Systems, Staff & Shared values.
Work for Analyzing and improving organizations

Seven-S formula- A comprehensive guide is to analyze the Culture and Behavior of Corporations. Those seven elements are distinguished in so called hard Ss and soft Ss. The hard elements (green circles) are feasible and easy to identify. They can be found in strategy statements, corporate plans, organizational charts and other documentations. The four soft Ss however, are hardly feasible. They are difficult to describe since capabilities, values and elements of corporate culture are continuously developing and changing. They are highly determined by the people at work in the organization. Therefore it is much more difficult to plan or to influence the characteristics of the soft elements. Although the soft factors are below the surface, they can have a great impact of the hard Structures, Strategies and Systems of the organization.
SDM-IMD-, MYSORE
47
A Systematic approach to improving organization:

The 7-S Model is a tool for managerial analysis and action that provides a structure with which to consider a company as a whole, so that the organizations problems may be diagnosed and a strategy may be developed and implemented. The McKinsey 7-S frame work should be through of as a set of seven compasses. When the needled are aligned, the company is Organized. When they are not, the company is not really organized even if its structure looks right.
SDM-IMD-, MYSORE
48
Those seven elements are distinguished in so called hard Ss and soft Ss. The hard elements are feasible and easy to identity. They can be found in strategy statements, corporate plans, organizational charts and other documentation.
1. Strategy:
Strategies are the actions a company plans in response to or anticipation of changes in its external environment. It also includes purposes, Mission, Objectives, Goals and major action plans and polices.
Some of the strategies of Reid and Taylor as follow, Customer oriented Attracting and retaining customers Uses non-traditional marketing strategy Behavioral psychology Used young population as strategic blessings Movie centric promotions Two time offers are provided in a year More organized floors Employee oriented Consider biggest assets Employee welfare Employee growth /training programs The employee suggestion plan Standardization of staff room
SDM-IMD-, MYSORE 49
up gradation for education
2. Style:
The leadership style of Reid & Taylor is flat in nature. For Reid & Taylor, the divisions are dying, spinning, weaving, mending, finishing. For management Finance, Marketing, Human Resource, Purchasing departments are created separately which works independently.
3. Structure:
In general structure is referred as the framework in which the activities of the organizations members are coordinated. The four basic structural forms are the functional form, divisional structure, matrix structure and network. Some of the structures of various departments of Reid and Taylor are as follows,
SDM-IMD-, MYSORE
50
Structure of Finance Department:

Unit Head
Head Commercial
Commercial Manager I [Capital Equipment]
Commercial Manager II [Co-ordination & License]
Finance Manager [Accounts]
Finance Manager [MIIS]
Finance Manager [Costing]
Finance Manager [Bank & Treasury]
Finance Manager [Bill Passing]
Finance Manager [Imports & Exports]
SDM-IMD-, MYSORE
51
Quality Assurance Department:
QA - HEAD
QQA Manager 3
EMS (Environmental Management Services)
QMS Manager
4. Skills:
Skills refer to the fact that employees have the skills needed to carry out the companys strategy. Skills can be acquired by Experience, Training and Development it ensures people known how to work and stay update with the latest techniques. Certain standard skills are required in employees in order to perform or carry out the company strategy. Reid & Taylor gives more stress on quality of the brands. In order to maintain better quality there will be two sessions for continues improvement for the skill up gradation. Main intension is continues improvement in products and processes.
SDM-IMD-, MYSORE 52
Following are the different skills, which the employee should possess at different levels of Organization:
o
Basic Skills: Developed capacities that facilitate learning and rapid acquisition of Knowledge for the purpose of Active learning, Listening, Speaking, writing, Critical thinking. Complex Problem solving Skills: Developed capacities used to solve ill-defined problems in complex, real-world settings for the purpose of Complex problem solving. Resource Management Skills: Developed capacities used to allocate resource efficiently for the purpose of Management of Financial, Personal and Material Resources and Time Management. Social Skills: Developed capacities used to Work with people to achieve Goals for the purpose of Coordination, Instructing, Negotiation, Persuasion, service orientation and social perceptiveness.
System Skills: Developed capacities used to understand, monitor and improve socio-technical system for the purpose of Judgment and decision making, System analysis and Evaluation. Technical Skills: Developed capacities used to Design, set-up, operate and correct malfunctions involving Equipment Maintenance, Selection, Installation, operation Monitoring and Analysis, Programming, Repairing, Trouble shooting and Technology Design.
Training:
SDM-IMD-, MYSORE 53
According to Flippo Training is as act of increasing the knowledge and skills of an employee for doing a particular Job ON THE JOB TRAINING: For Fire Fighting, Cutting machine Setting, Grinding, Turning, Milling, Regeneration process, Heater Operation, Crane Operation. OFF THE JOB TRAINING: For Effective communication, safety about chemical, housekeeping, tank chemicals and its safely, safety, basic hydraulic, ISO internal auditors course, handling storage and preservation, manufacturing strategy and communication skill, ISO documentation, supplier development.
5. Systems:
In general systems refer to The formal and informal procedure, including activity. Systems in the 7S framework refer to all the rules, regulations and procedures both format and informal that complement the organization structure. It includes all the processes and information flows that link the organization together, consisting of management information system, production planning and control systems, cost accounting procedures, capital budgeting systems recruitment, training & development systems, planning & budgeting systems, performance evaluation systems. innovation systems, compensation systems, management information systems and Capital allocation systems that govern everyday
6. Staff:
SDM-IMD-, MYSORE
54
A STAFF MEANS a group or team formed to carry out a particular function or a task. That the company has hired able people trained them well and assigned them to the right jobs. This is done by the process of Selection, Training, Reward and Recognition, Retention, Motivation and assigning to appropriate work are all key issues. Here in the Reid & Taylor there are permanent employees and temporary employees, and are classified by giving grades on the basis of the seniority and superiority in the company.
7. Shared Values:
Shared values are what engender Trust and link an organization together. Shared values are also the identity by which an organization is known throughout its business areas. Thus, some of the values that are shared by both the employees and the management at big bazaar are as follows Product and service quality Productive efficiency Team work concept Customer satisfaction TPM (Total Productive Management) TQM (Total Quality Management)
4.13 SWOT ANALYSIS
SDM-IMD-, MYSORE
55
SWOT analysis is the technique, which is used for identifying the company Strength, Weakness, Opportunity and threats. SWOT analysis not only result in the identification of a corporations distinctive competencies, the particular capabilities and resources that a firm possesses and the superior way in which they are used. But also in the identification of opportunities, the firm is not currently able to take advantage due to a lack of appropriate proven to be the most enduring analytical technique used in strategic management. This reflects an important issue facing strategic managers should we invest more in our Strengths to make them even stronger or should we invest in our weakness to make them competitive.
Strengths

Vast textile production capacity Large pool of skilled and cheap work force Entrepreneurial skills Efficient multi-fiber raw material manufacturing capacity Large domestic market Enormous export potential Very low import content Flexible textile manufacturing systems
Weaknesses

Increased global competition in the post 2005 trade regime under WTO Imports of cheap textiles from other Asian neighbors Use of outdated manufacturing technology Huge unorganized and decentralized sector High production cost with respect to other Asian competitors
56
SDM-IMD-, MYSORE
Opportunities
Could develop new products. Local competitors have poor products. Profit margins will be good. End-users respond to new ideas. Could extend to overseas.
Threats

Legislation could impact. Environmental effects would favors larger competitors. Existing core business distribution risk. Retention of key staff critical.
4.14 LEARNING EXPERIENCE

Project training created a sensory impression in my mind putting across what actually is an organization and how it operates to serve the public along with the fulfillment of their objectives. This sensory impression guide in production units theoretical concepts. The Management concepts were difficult to analyze. But, after plant training me felt empowered with confidence and understood different management concepts in pragmatic manner.
I came to know the importance of different management functions such as planning, organizing, staffing, directing and controlling which guide the organization in facing stiff competition from competitors.
I got to know how centralized structure is doing through others and with others work and things.
SDM-IMD-, MYSORE
57
I understood the way in which, the workflow model helps in organizing work by determining authority and responsibility for staff.
I learnt the importance of leadership traits which guide in achieving personal as well as organization goals.
I came to know how individual should be dynamic in corporate sector which guides in career planning and development.
I manage to know how information technology and various systems have reduced the time of an activity and documentation also.
The marketing department bridges the gap between organization and customer by various promotion tools as well as regular feedback from customers.
I came across the importance of time management, which helps the entire organization in meeting delivery dates of customers.
I also learned that how quality control and assurance guide the entire organization in providing quality brands to customer, thereby improving loyalty from customer side.
At last, I feel that in plant training has shaped my personal skill, talent, ability, attitude etc. that guide me in contributing to organization as well as nation by working efficiently and effectively.
SDM-IMD-, MYSORE
58
CHAPTER-5 RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
PROJECT TITLE:
SDM-IMD-, MYSORE 59
Customer satisfaction - A study at Reid & Taylor.
5.1STATEMENT OF THE PROBLEM

The research problem selected in view of this project is to know customer satisfaction level towards Reid & Taylor products in the competitive textile market. The growth and success of the organization depends upon not only its market segmentation adopted, marketing policies, extent of market research, marketing management, promotional activities, advertising, combination of marketing mix , but also depends upon customer satisfaction level to the organization. As Reid & Taylor is performing better in the market in the recent days it is necessary for the company to have a feedback report, by analyzing customer satisfaction level in the competitive market. So it is essential to make the study more competent and effective in nature and the study aims to find out how is the customer satisfaction level towards Reid & Taylor products.
5.2OBJECTIVES OF THE STUDY

To find out the customer awareness towards Reid &Taylor products. To find out the current market position of the company with respect to its competitors. To ascertain satisfaction or dissatisfaction of the customers. To find out the drawbacks and the key areas that needs to be improved.
To understand the nature and extent of competition that is existing in present day textile industry.
To analyze and compare the different brands available in the market. To study various factors influencing customer satisfaction towards Reid &Taylor fabrics.
SDM-IMD-, MYSORE
60
To get the suggestion from the customers for any improvement they want in Reid & Taylor fabrics.
The ultimate goal of the study is to find out the actual customers satisfaction level and in turn convert non-satisfied customers into satisfied and delighted customers respectively.
5.3 SCOPE OF THE STUDY

The present study intends to provide an integrated picture of the level of customer satisfaction towards Reid & Taylor, in the Indian market. The study was conducted in the city of Mysore. Customers of Reid & Taylor have been chosen for the study. Availability and accessibilitys are twin factors for the study held in Mysore city. The study is also intended to know the level of customer satisfaction towards Reid & Taylor fabrics when compared to other brands, as the textile industry is facing a stiff competition due to globalization. The study applies to Businessmen, Employed, Engineer, Doctors, Housewifes, Students and people belonging to other profession.
5.4 METHODOLOGY Type of research

The research design used for the study was exploratory, so as to indentify and explore the customer satisfaction level towards Reid & Taylor products. The respondents have chosen from Mysore district.
SDM-IMD-, MYSORE 61
The research was conducted through structured questionnaires to gather with formal interview. Open ended and closed ended question have been used to get response from the respondents.
Source of Data:
Preliminary data: Questionnaires was prepared which includes both open ended and close ended questions. Questionnaire was administered personally. Scaling interview techniques were employed for consumers opinion on change in price of Reid & Taylor. Secondary Data: The major source of secondary or supporting data is journals and magazines and data collected through internet.
Study Area:
The study is limited to the city of Mysore.
Sampling Technique:
Sampling technique used was distributing the questionnaire among the customers in Mysore
Sample Size:
Sample size was only 100 and all of them were given to the customers.
Sample methods:
Convenience sampling method.
SDM-IMD-, MYSORE
62
Tool of Analysis:
The response was tabulated and analyzed through percentage analyses method. The collected data has been represented in the form of tables, column chart and pie charts.
Measurement scale:
Respondents were asked to evaluate different types of apparel brands. Satisfaction scale was also used to measure the level of satisfaction of customers with regards to the existing retail outlets. Behavior intention scale was also used that measures likelihood that customers will act in a certain way in the future, such as buying the product at a given point of time. The copy of the instrument used for primary data collection is attached in annexure.
5.5 LIMITATIONS OF STUDY

All the studies to be made have their own parameters and it is difficult to make a study on assumption despite all possible efforts to make this analysis comprehensive, scientific and accurate. Thus there is bound to be some limitations Some of the limitations of the study are: Due to time constraints the study is limited. As the scope of the study was limited to Mysore city. The accuracy of the report depends upon how honestly or sincerely the respondents have answered. The respondents might be subjected to bias.
SDM-IMD-, MYSORE
63
SDM-IMD-, MYSORE
64
CHAPTER-6 ANALYSIS & INTERPRETATION OF DATA
ANALYSIS & INTERPRETATION OF DATA

Part-A: Personal Profile
1. Classification of respondents based on age. Table 1
SDM-IMD-, MYSORE 65
Sl No. 1 2 3 4 Total
Age in Years Below 25 25-35 35-45 Above 45
No. of Respondents 24 40 26 10 100
Analysis Above table reveals that, the 24% respondents belong to the age group of below 25 years and 40% of respondents belong to the age group of 25-35 years and 26% respondents belong to the age group of 35-45 years and 10% respondents belong to age group of above 45yers. Interpretation From analyzing, it can be inferred that majority respondents belong to the age group of 25-35.
2. Classification of respondents bases on Sex.
Table 2
SDM-IMD-, MYSORE 66
Sl No. 1 2 Total
Sex Male Female
No. of Respondents 88 12 100
Analysis Above table reveals that, 88% are male respondents and other 12% are female respondents. Interpretation From analyzing it can be inferred that majority of respondents belong to male group of 88%. 3. Classification of respondents based on Place. Table 3 Sl No. 1 2 3 4 Place Metro city City Rural Others No. of Respondents 0 74 16 10
67
SDM-IMD-, MYSORE
Total
100
Analysis Above table reveals that, the 74% respondents belong to the City and 16% respondents belong to the Rural and 10% respondents belong to the others. Interpretation From analyzing it can be inferred that majority respondents belonging to the city, 74%. 4. Classification of respondent based on Education. Table 4 Sl No. 1 2 3 Education Pre University Degree PG No. of Respondents 16 42 18
68
SDM-IMD-, MYSORE
4 5 Total
Above PG Others
8 16 100
Analysis Above table reveals that, the 16% respondents belong to the PreUniversity level and 42% respondents belong to the Degree level and 18% responded belong to the PG level and 8% respondents belong to the above PG level and 16% respondents belong to the others level. Interpretation From analyzing, it can be inferred that majority of respondents belong to the Degree level 42%. 5. Classification based on Occupation Table 5 Sl No. 1 2 3 Total Occupation Students Working Others No. of Respondents 4 74 22 100
69
SDM-IMD-, MYSORE
Analysis Above table reveals that, the 47% respondents are Students and 74% respondents are working and 22% respondents are others. Interpretation From analyzing it can be inferred that majority of the respondents are working 74%.
6. Classification of respondents based on Income level. Table 6 Sl No. 1 2 3 4 Monthly Income (Rs) 5000-10000 11000-20000 21000-30000 31000 and above No. of Respondents 30 40 16 14
70
SDM-IMD-, MYSORE
Total
100
Analysis Above table shows 14% of the respondents have an Income of Rs 31000 and above and 16% of the respondents have an income of Rs 2100030000 and 40% of the respondents have an income of Rs 11000-20000 and the reaming 30% of the respondents fall in the Rs 5000-10000 income level. Interpretation From analyzing it can be inferred that major of the respondents fall in the Rs. 11000-20000 income level.
Part-B: General Question related to company Products

1.Are you aware of Reid & Taylor fabric? Table 1 Sl No. 1 2 Total
SDM-IMD-, MYSORE
Opinion Yes No
No. Of Respondents 98 2 100

71
Analysis Above table shows that 98% of respondents have know the Reid & Taylor fabric and 2% of respondents not know the Reid & Taylor fabric. Interpretation From analysis, it can be inferred that 98% of respondents have known the Reid & Taylor fabric.
2. How did you come to know about Reid & Taylor brand? Table-2 Sl No. 1 2 3 4 5 Source Newspaper Television Internet Outdoor Ads Others No. of Respondents 8 42 12 32 6
72
SDM-IMD-, MYSORE
Total
100
Analysis Above table revels that, the 42% respondents came to know by TV and 32% respondents came to know by outdoor ads and 12% of respondents came to know by Internet and 8% of respondents came to know by newspaper and rest all respondents (6%) came to know by other sources. Interpretation From analysis it can be impact that Television place a main roll in attracting customers towards the brand 42%.
3. Did advertising Influence you to buy Reid & Taylor fabrics?
Table 3 Sl No. 1 2 3 Total

SDM-IMD-, MYSORE
Opinion Wholly Partially Not at all
No. of Respondents 22 62 16 100

73
Analysis Above table revels that the 62% of respondents partial influence by advertisement and 22% respondents wholly Influenced by advertisements, and the rest 16% respondents not at all influenced by the advertisement to buy Reid & Taylor fabrics. Interpretation From analysis it can be inferred that majority of the respondents (62%) partially influenced by the Reid & Taylor fabrics.
4. Can you identify the brand ambassador of Reid &Taylor?
Table 4 Sl No 1 2 Total
SDM-IMD-, MYSORE
Opinion Yes No
No. of Respondents 98 2 100

74
Analysis Above table shows that, the 98% of respondents can identify the brand ambassador of Reid & Taylor and remaining 2% respond do not know the brand ambassador of the Reid & Taylor. Interpretation From analysis it can be inferred that majority 98% respondents can identify the brand ambassador of Reid & Taylor.
5. What is you opinion on the advertising strategic of Reid & Taylor of fabric? Table 5
SDM-IMD-, MYSORE
75
Sl No. 1 2 3 4 Total Good
Opinion Excellent Insufficient Poor
No. of Respondents 38 58 4 0 100
Analysis Above table reveals that, the 58% respondents feel that the advertising strategy of Reid & Taylor is good, and 38% respond feel that the advertising strategy is excellent and reaming 4% respondents fell that is insufficient. Nobody respondents are told that advertising strategy is poor. Interpretation
SDM-IMD-, MYSORE 76
From analysis, it can be inferred that majority of the respondents fell that the advertisement strategy of Reid & Taylor fabric is good 58%.
6. According to you which brand is effective in Advertisement?
Table- 6 Sl No. 1 2 3 4 5 6 Total Brand Reid & Taylor Raymonds Grasim Dinesh OCM Mayur No. of Respondents 35 41 8 6 2 8 100
Analysis Above table shows that, the 41% respondents feel that Raymond brand is effective in advertisement and 35% respondents feel that Reid & Taylor brand is effective in advertisement and other reaming 8% respondents feel
SDM-IMD-, MYSORE 77
Grasim, 6% respondents feel Dines, 2% respondents feel OCM and 8% respondents feel Mayur barnd is effective in advertisement. Interpretation From analysis it can be inferred that 4% respondents feel that Raymond brand is effective in advertisement. The fact that, the perception difference is only 6% with the Reid & Taylor however old and early entry than anything else.
SDM-IMD-, MYSORE
78
7. Which Brand having more effectiveness in promotional activity? Table 7 Sl No. 1 2 3 4 5 6 Total Brand Reid & Taylor Raymonds Grasim Dinesh OCM Mayur No. of Respondents 36 42 8 6 4 4 100
Analysis
SDM-IMD-, MYSORE
79
Above table reveals that the 42% respondents are satisfied with Raymonds and 36% respondents are satisfied with Reid Taylor. The reaming % of respondents satisfied with Grasim, Dinesh, OCM and Mayur.
Interpretation Though, it is evident that the majority of the sample survey reflects that Raymonds occupies a leading position, the fact that, the perceptional difference of hardly 6% behind Raymonds can be due to a late entry than anything else.
SDM-IMD-, MYSORE
80
8. Selection of Fabric: Table 8 Sl No. 1 2 3 4 5 6 Total Fabric 100% Cotton 100% Wool Poly Cotton Poly Wool 100% Polyester Others No. of Respondents 32 0 24 22 16 6 100
Analysis Above tables reveals that, the 32% of respondents preferred 100% cotton, 24% of responds preferred poly cotton, 22% of respondents preferred poly wool, 16% respondents preferred to 100% polyester and 6% of respondents preferred other fabrics. No one preferred 100% wool
SDM-IMD-, MYSORE
81
Interpretation From analyzing it can be inferred that no one prefer 100% wool and 32% respondents preferred poly wool. 9. Have you ever purchased Reid & Taylor fabrics? Table- 9 Sl No. 1 2 Total Yes No Opinion No. of Respondents 74 26 100
Analysis Above table shows that 74% of respondents are purchased the Reid & Taylor fabrics and 26% of the respondents are not purchased Reid & Taylor fabrics. Interpretation
SDM-IMD-, MYSORE 82
From analysis, it can be inferred that 74% of respondents are purchased the Reid & Taylor fabrics, hence the company should make the remaining customers also to go for their products. 10. How often do you buy the product of Reid & Taylor? Table 10 Sl No. 1 2 3 4 Total Opinion Once in a Year Twice in a year Quarterly Not at all buy No. of Respondents 62 10 2 26 100
Analysis Above table revels that, the 62% of respondents by the product of Raid & Taylor once in a year, 105 of respondents buy twice in a year. 2% of
SDM-IMD-, MYSORE 83
respondents buy quarterly in a year and reaming 26% of respondents not at all buy the product of Reid & Taylor.
Interpretation From analysis, it can be inferred that 62% of respondents satisfied with the brand and buy the product of Reid & Taylor once in a year, and 26% of respondents not at al buy the product of Reid & Taylor. The reason for such is the entrance of new brand in the market and in this brand fight the chances of losing targeted customer may arises.
SDM-IMD-, MYSORE
84
11. What is the reason behind your purchase? Table- 11 Sl No. 1 2 3 4 5 Total Opinion Corporate wear Wedding Daily wear Others (Gifting) Not at all purchase No. of Respondents 30 26 10 8 26 100
Analysis Above table shows that 30% of respondents are purchase the Reid & Taylor fabric for corporate wear, 26% of respondents for wedding, 10% of respondents for daily wear, 8% of respondents for others (gifting) and reaming 26% of respondents not at all purchase the fabrics. Interpretation
SDM-IMD-, MYSORE 85
From analysis, it can be inferred that major 30% of respondents are purchase the Reid & Taylor fabric for corporate wear, and 26% of respondents not at all purchase the fabric. 12. How do you feel about the Reid & Taylor Products? Table 12 Sl No. 1 2 3 4 Total Opinion Very comfortable Comfortable Average Not satisfactory No. of Respondents 56 34 10 0 100
Analysis Above table reveals that, 56% of respondents have given their opinion Reid & Taylor fabric are very comfortable to use, 34% of respondents ranked it is comfortable, 10% of respondents it is average. No one says it is not satisfactory. Interpretation
SDM-IMD-, MYSORE
86
From analysis it can be inferred that no one had dissatisfaction towards Reid & Taylor products. 13. How do you feel about the price of Reid & Taylor product? Table 13 Sl No. 1 2 3 Total Opinion Expensive Reasonable Below the expected No. of Respondents 30 60 10 100
Analysis Above table reveals that, 60% of respondents feel that the product prices are reasonable, that is affordable, while only 10% of the respondents feel that they are satisfied with the price, while most of the respondents that is around 30% feel that prices of fabric are too high when compared to the prices of other products. Interpretation
SDM-IMD-, MYSORE 87
From analysis, it can be inferred that 60% of respondents feel that the product prices are reasonable. 14. Do you like Reid & Taylor out let? Table 14 Sl No. 1 2 Total Yes No Opinion No. of Respondents 72 28 100
Analysis Above table reveals that, the 72% respondents are satisfied with outlet. Interpretation Above table shows that 28% of respondents are not satisfied with the retail outlet of Mysore
SDM-IMD-, MYSORE
88
15. What is your opinion about customer service in Reid & Taylor showroom? Table 15 Sl. No. 1 2 3 4 Total Opinion Excellent Good Average Poor No. of Respondents 22 58 20 0 100
Analysis Above table shows that, 22% of respondents are highly satisfied with the service provided in Reid & Taylor outlet, 58% of respondents are satisfied with the service, 20% of customers responded it is in average level. Interpretation From analyzing, it can be inferred that no one has poor opinion about customer service in Reid & Taylor showroom. 16. According to you which brand is effective in sales?
SDM-IMD-, MYSORE
89
Table 16 No. Sl No. 1 2 3 4 5 6 7 Total Brands Reid & Taylor Raymonds Grasim Dinesh OCM Vimal Mayur Respondents1 36 45 10 4 4 1 0 100 of
Analysis Above table reveals that the 36% of respondents feel that Reid & Taylor products are effective in sales, 45% of respondents believe that Raymond products are effective in sales and 10% of respondents feel that
SDM-IMD-, MYSORE 90
Grasim, 4% of each respondents feel Dinesh and OCM, 1% of respondents feel Vimal, no one says Mayur is effective in sales in Mysore city. Interpretation From analyzing, it can be inferred that the majority of the sample survey reflects that Raymonds occupies a leading posting that face that, the perceptional difference of hardly 9% behind Raymonds can be due to a late entry than anything else.
17. If you want to buy the Reid & Taylor material or fabric, list the factors
that influence you to purchase the product. Table 17 Sl

SDM-IMD-, MYSORE
Opinion
No. of Respondents
91
No. 1 2 3 4 5 Total Advertisement in electronic media Product display in outdoor media Advertisement published in print media Glow sign boards Influence by others wearing it 42 30 12 6 10 100
Analysis From the above graph we found that advertisement in electronic media 42% is having effective advertisement followed by product displayed on outdoor media. 30% , advertisement published in print media 12%, Glow sign boards 6%, and influence by others wearing it by 10%.
SDM-IMD-, MYSORE
92
Interpretation So the above table shows the good quality of the advertisement is taken place in electronic media and outdoor media.
SDM-IMD-, MYSORE
93
CHAPTER-7 FINDINGS, SUGGESTIONS AND CONCLUSIONS
FINDINGS
Majority of the respondents are in the age of 25-35 Income level of the majority respondents has been indicated as Rs. 11000-20000 P.M.
SDM-IMD-, MYSORE 94
Respondents at large are working According to the study 98% of respondents aware of the brand Reid & Taylor. Most of the respondents were influenced by advertisement in purchasing the product.
The study reveals that television has played a major role in creating the
brand awareness amongst the customer compared to all other medias. Majority of the respondents identified the brand ambassador of Reid & Taylor.
66% of respondents use Reid & Taylor fabric for their personal use. Majority respondents felt that advertising strategy of Reid & Taylor is
good.
These also found that print media is also main medium; it can be
improved with broachers and colorful advertisement regularly.

Reid & Taylor is the only company which has competitive advantage
over Raymonds
It was found that Reid & Taylor ltd, have adopted a good distribution
policy, the supply chain is functioning effectively. Supply of materials is restricted to only authorize dealers, wholesalers, franchises and showroom.
SDM-IMD-, MYSORE
95
SUGGESTIONS
Company has to provide variety of color products; it should be
remaining as it is.
It is also necessary for the company to improve the standards of
existing varieties, which can be easily absorbed in the market.

The step should be taken to reduce the manufacturing costs, so that the
company product could be little cheaper and compete with the other competitors in the market.
One of the advertisements media in the present day is visual
advertising. Thus much of the advertisements should be done through television.

From the study, it is found that presently the company is using
corporate advertisement to promote the brand images. But at retail level there is no much effort in building the customer loyalty, therefore in the study it is suggested to the company to undertake some promotional measure at the dealer level. It is suggested that, promoting the customers through local media, like newspaper, boardings, etc. In the promotion activity (Advt) company should change the perception of the consumer because consumer feels that Reid & Taylor product are so costly so they dont make enquiry or avoid to see the fabric. Reid & Taylor is not yet attempted in to small market like, towns sub cities etc. if they made attempt to acquire sum part of their areas than the demand for Reid & Taylor product will increase.
SDM-IMD-, MYSORE 96
The company selected channel of distribution must be economic and advantages to the company, which is greater essential for profitability.
In the analysis of study it is found that, presently there is only one
exclusive showroom. The market potential of Mysore is more than the supply of the company products. Therefore in this it is suggested to the company to appoint some more showroom ( at least 2 more) so that being local company, it can effectively enhance the local market potential.
The company needs to open its official showroom in the country at
present there are only 14 all over the country. Company should improve the retail ser5vice and its feedback is not satisfied. Company should frequently publish its ads on different types of media. Company should look for good theme in advertisement for promoting the products and also incorporating the brand ambassador in their particular advertisements.
SDM-IMD-, MYSORE
97
CONCLUSION
Reid & Taylor is one of the dominate company in textile; it is famous for luxury suiting. It is beyond doubt that the Reid & Taylor as a brand has excelled in all its branches of marketing functions. Their innovations were well accepted by the Indian customer compared to its contemporaries. They have a fantastic well developed distribution channel. Their marketing policies have attracted the attention of general dealers, as it is very trade friendly. More over the company launched the product in India with much fan fare riding on to charming glory of its world famous brand ambassadors like James Bond 007 and Mr. Amitabh Bachachan. Today the brand is second to only Raymonds in its product category and has been declared as the super brand in a short span of time. This speaks volumes of success of its marketing Strategy. With the income level rising, demand for Reid & Taylor fabric is also increasing in India. With more urbanization, Indian families also consume more luxury suiting, more ready-made textiles. Company should increase the promotion of Reid & Taylor fabric to create awareness among people about
SDM-IMD-, MYSORE 98
the concept of Reid & Taylor products and convince customers about the misconception about the price of Reid & Taylor fabric. There is great opportunity for Reid & Taylor Company to capture Indian textile market as well as textile market of other counters. International quality at value for money pricing has been the basic formula for Reid & Taylor. Consistent delivery has supported the formula and bonded with the important aspect of trade faith in the brand. The best quality, the best trade associates and values has the best by the consumers have all come together to pay tribute to the tagline BOND WITH THE BEST. According to the analysis and interpretation of the survey the brand Reid & Taylor is reputable and has a good name and image in the market that attracts the customers to purchase more frequently.
SDM-IMD-, MYSORE
99
SDM-IMD-, MYSORE
100
BIBLIOGRAPHY
SDM-IMD-, MYSORE
101
BIBILIOGRAPHY
Reference Books:
Marketing management(12th edition) Philip kotler and Kivin lane keller Marketing management Dr. Verma and agarwal Research methodology(2nd edition) - C.R. Kothari
Websites:
www. Reid&Taylor.com www. S. Kumars.com
Others sources:
Company journals Business magazines
SDM-IMD-, MYSORE
102
ANNEXURE
SDM-IMD-, MYSORE
103
QUESTIONNAIRES
Dear Sir/Madam, I Harshith S. Shetty, conducting survey on customer satisfactionA study at Reid &Taylor. I kindly request you to please spare your valuable time to answer the questionnaire. This information will be used for academic purpose and would be kept confidential.
YOURS SINCERELY
Harshith S. Shetty
PARTA:
PERSONAL PROFILE
104
SDM-IMD-, MYSORE
NAME 1) AGE
: : A) Below 25 years ( ) B) 25-35 years ( ) C) 35-45 years ( ) D) above 45 years ( ) B) Female ( ) B) City ( ) C) Rural ( )
2) SEX 3) PLACE
: A) Male ( ) : A) Metro city ( ) D) Others ( )
4) EDUCATION
: A) Pre-University ( ) B) Degree ( ) C) PG ( ) D) Above ( ) E) Others ( ) C) Others ( )
5) OCCUPATION
: A) Student ( ) B) Working ( )
6) INCOME (Monthly) : A) 5000-10000 ( )
B) 11000-20000 ( )
C) 21000-30000 ( ) D) 31000 and above ( ) PART-B: GENERAL QUESTIONS RELATED TO COMPANY
PRODUCTS 1) Are you aware of Reid &Taylor fabric? A) Yes ( ) B) No ( ) 2) How did you come to know about Reid &Taylor brand? A) Newspaper ( ) B) Television ( ) C) Internet ( ) D) Outdoor Ads ( ) E) Others, please specify ------------------------------------------------------------------------------------3) Did advertising influence you to buy Reid & Taylor fabrics? A) Wholly ( ) B) Partially ( ) C) Not at all ( )
SDM-IMD-, MYSORE 105
4) Can you identify the brand ambassador of Reid &Taylor? A) Yes ( ) B) No ( ) 5) What is your opinion on the advertising strategy of Reid &Taylor fabric? A) Excellent ( ) B) Good ( ) C) Insufficient ( ) D) Poor ( ) 6) According to you which brand is effective in advertisement? A) Reid & Taylor ( ) B) Raymond ( ) C) Grasim ( ) D) Dinesh ( ) E) OCM ( ) F) Vimal ( ) G) Mayur ( ) 7) Which brand having more effectiveness in promotional activity? A) Reid & Taylor ( ) B) Raymond ( ) C)Grasim ( ) D) Dinesh ( ) E) OCM ( ) F)Vimal ( ) G) Mayur ( ) 8) Selection of fabric A) 100% Cotton ( ) B) 100% wool ( ) C) Poly cotton ( ) D) Poly wool ( ) E)100% Polyester ( ) F)Others ( ) 9) Have you ever purchased Reid & Taylor fabrics? If not which other brand you have purchased? Please mention. A) Yes ( ) B) No ( ) -----------------------------------------------------------------------------10) How often do you buy the product of Reid & Taylor? A) Once in year ( ) B) Twice in a year ( ) C) Quarterly ( ) D) Not at all buy ( ) 11) What is the reason behind your purchase A) Corporate wear ( ) B)Wedding ( ) C) Daily wear ( ) D) Others (gifting) ( ) E) Not at all buy ( ) H) Dig jam ( )
SDM-IMD-, MYSORE
106
12) How do you feel about the Reid &Taylor products? A) Very comfortable ( ) B) Comfortable ( ) C) Average ( ) D) Not satisfactory ( ) 13) How do you feel about the price of Reid & Taylor product? A) Expensive ( ) B) Reasonable ( ) C) Below the expected ( ) 14) Do you like Reid & Taylor out let? A) Yes ( ) B) NO ( ) 15) What is your opinion about customer service in Reid & Taylor showroom? A) Excellent ( ) B) Good ( ) C) Average ( ) D) Poor ( ) 16) According to you which brand is effective in sales? A) Reid & Taylor ( ) B) Raymond ( ) C) Grasim ( ) D) Dinesh ( ) E) OCM ( ) F)Vimal ( ) G) Mayur ( ) H) Dig jam 17) If you want to buy the Reid & Taylor material or fabric, list the factors that influence you to purchase the product A) Advertisement in electronic media ( ) B) Product display in outdoor media ( ) C) Advertisement published in print media ( ) D) Glow sign boards ( ) E) Influence by others wearing it ( )
18) If you have any suggestions to Reid &Taylor, please give the same below --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------SDM-IMD-, MYSORE 107
---------------------------------------------------------------------------------------------------------------------------------------------------Thanks for your valuable contribution
DATE:
SIGNATURE
SDM-IMD-, MYSORE
108

Customer Satisfaction

Caricato da

Informazioni sul documento

Descrizione originale:

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

Customer Satisfaction

Caricato da

Copyright:

Formati disponibili

Customer Satisfaction

Consumer behavior involves the use and disposal of products as well as

WHO IS THE CUSTOMER?

Understanding the underlying drivers of satisfaction

Impact on loyalty and propensity to recommend; a vital bottom line measurement

CHAPTER-2 REVIEW OF RELATED LITERATURE

DEFINITION OF CUSTOMER SATISFACITON

DIFFEREENT KINDS OF CUSTOMER

DIFFERENT CATEGORIES OF CUSTOMERS

CUSTOEMRS OF DIFFERENT AGES:

WHY CUSTOMER SATISFACTION IS IMPORTANT

CHAPTER-3 INDUSTRY PROFILE

Textile Industry in India

Current Facts on Indian Textile Industry

CHAPTER-4 COMPANY PROFILE

Textile business founded.

Established a nation wide distribution network.

Quality Policy 1. They are committed to be a world-class company by consistently

14 team leaders with 92 second line managers

4.2 NATURE OF THE BUSINESS CARRIED

4.3 MISSION STATEMENT

To be Indias leading textile group and a world class entity.

4.4 PRODUCTS/ SERVICE PROFILE

Linen suits Cotton trousers Shirts T-shirts Golfing etc.

Main objectives of Reid & Taylor behind advertisement are as follows

Advertising through Television

4.5 AREA OF OPERATION-GLOBAL/NATIONAL/ REGIONAL

4.6 OWNERSHIP PATTERN BOARD OF DIRECTORS

DR. A.C SHAH

A.K.CHOUDHARY DIRECTOR (NOMINEE OF IDBI) M.H.KULKARNI

DIRECTOR (NOMINEE OF INDIA DENYS FIRTH DEBT MANAGEMENT PRIVATE LIMITED)

VIJAY KALANTRI KUNNASAGARAN CHINNIAH DARA .P MEHTA PRADIPANALAL SHAH DIRECTORS

M/S. HARIBHAKTI & CO.,

4.7 COMPETITORS INFORMATION

Domestic competitors with their fast moving brands

Table 1.2 Market Share of Different Domestic Companies in 2011

4.8 INFRASTRUCTURE FACILITIES

4.9 ACHIEVEMENTS/ AWARDS

4.10 WORK FLOW MODEL

Primary motion Shedding

Auxiliary Motion Wrap stop Motion

Weft stops Motion

4.12 McKINSEYS 7s FRAME WORK

Work for Analyzing and improving organizations

A Systematic approach to improving organization:

up gradation for education

Structure of Finance Department:

Commercial Manager I [Capital Equipment]

Commercial Manager II [Co-ordination & License]

Finance Manager [Accounts]

Finance Manager [MIIS]

Finance Manager [Costing]

Finance Manager [Bank & Treasury]

Finance Manager [Bill Passing]

Finance Manager [Imports & Exports]

Quality Assurance Department:

EMS (Environmental Management Services)

4.13 SWOT ANALYSIS

4.14 LEARNING EXPERIENCE

CHAPTER-5 RESEARCH METHODOLOGY

Customer satisfaction - A study at Reid & Taylor.

5.1STATEMENT OF THE PROBLEM

5.2OBJECTIVES OF THE STUDY