CHAPTER 1 INTRODUCTION OBJECTIVES OF THE STUDY SCOPE OF THE STUDY METHODOLOGY OF THE STUDY LIMITATION OF THE STUDY

Introduction Marketing is an attitude or a cause of study of business thinking concept which is applied to every walk of life. Market is considered as the task of buildings and stimulation buyer to buy product of the firm. In modern days there is a cut throat competition among manufacturers. Every manufacturer adopts his own methods and techniques to compete in the market. Therefore manufacturers must adopt some methods to know the consumers behavior toward his product. Since consumer is one who will decide weather or not to buy a particular product, marketers have to understand the role of consumer in the market and workout marketing programs accordingly.

Survey is the most commonly used method of collecting primary data marketing research. This is widely used because of extreme flexibility. By extracting meaningful information from the collective data this report is prepaid by presenting the major finding & recommendations which came from study. In other words the present study has made an attempt to probe the preference of consumers towards point blank in Bellary.

Objectives of the study To analyze the consumer behavior toward point blank.

To identify the attributes (quality, price, availability etc.) of jeans, which are important to consumers.

To know about the techniques of productive process in POINT BLANK.

To study the brand point blank.

To study the current concerns tastes and preference in regard to the design and quality of jeans.

Scope of study The garments industry is one of the most important industries of India because it reflects our culture and heritage and more over it has an established market. The research of his kind helps to put the theoretical aspects into practice. The research aims to give information about the brand point blank. Nature of the study methods used findings of the investigation, conclusions and

recommendations inferred from the findings. This also enables the firm to implement the recommendation made at the end of study. Overall scope of the study would be find the awareness potential and attitude for point blank Bellary

Limitations of study

The response from customers was sometimes biased.

Time constraint is one of the main limitation of this study.

This study is subject to general and not specific.

CHAPTER 2

Company Profile

Organizational Structure Values of Point Blank Marketing Mix Production process

COMPANY PROFILE COMPANY PROFILE Company profile at glance Name of Firm Name of the Brand Address : B.B BROS : Point Blank : Sudha cross, Cantonment Bellary Website Phone. No E-Mail Nature of firm Partners : www.pointblankjeans.com : 08392-242331 : [email protected] : Partnership : Bhanu Prasad Bharani Year of incorporation No of employees : 1995 : 32

The company started in 1995. It was a humble beginning done by B.B BROS with an initial turnover of around Rs.50,000/-. The B.B Bros initially started with a launch of a single product i.e., jeans. Now it has got a wide range of products of different models ranging from jeans, cottons, chinos cottons, ladies jeans and cottons, denim shirt and jackets, kids wear etc.

Today it has been said to be the best jeans company in our whole Karnataka state, and it is one of the leading brands from south India. It has been exporting its jeans to different African, Australian and Asian countries and also recently. It has also become supplier to United Kingdom recently. This phenomenal growth could be attributed to constant quality improvisation, product guarantee, and follow up of customer feedback and brand promotion.

Before launching POINT BLANK jeans the entrepreneurs first manufactured a generic brand and then they learnt about various aspects of garment industry and then launched brand of their own with a brand of POINT BLANK jeans. This makes us to understand that before launching a product it is necessary to do a pilot study before starting the company operations. They launched initially only a single product in form in jeans.

Then they slowly diversified into other different ranges, with a mere investment of Rs.50,000 but now the company is earning in crore of Rupees its turnover.

ORGANISATIONAL STRUCTURE

MANAGING PARTNERS

ASSISTANT MANAGER

ACCOUNTANT

SALES PERSON

Strategic planning is done within the organization. An organization consists of its structures, policies and corporate culture, all of which can become dysfunctional in a rapid changing business environment whereas structures and policies can be changed (with difficulty) the companys culture is very hard to change.

Whenever we think to any company, the first thing that strikes us is the corporate culture I.e., the way people are dressed, how they talk to one another, the way they greet customers etc. . . POINT BLANKS ultra competitive culture is the biggest key to its success. Senior management continuously identifies and encourages under represented employees. They have been encourage by providing fresh ideas with constant encouragement. Each employee is capable of projecting good image of the company. It is observed that there is free flow of communication between the employees and the boss, i.e., at any time the employees can enter into the cabin and discuss about problems, strategies, and plans of business which encourages employee to feel the organization as their own and work hard for it. The employees are well trained in their which gives perfection to the organization. The level of communication is fast because there is no level of hierarchy, ethics and values are given priority amongst employees.

VALUES OF POINT BLANK * Integrity We shall be true to ourselves and fair to others.

* Innovation We should have innovative ideas.

* Customers centric Customers should be foremost in everything we do.

* Passion for excellence We should have boundless enthusiasm and passion to do the best.

* Respect Every individual is equal member of point blank.

MARKETING MIX Marketing mix is the mixture of controllable marketing integrated tools which plays a very important role in marketing of a product. The tools i.e., 4 Ps of marketing are 1. Product 2. Price 3. Places 4. Promotion PRODUCT As the jeans manufacture, point blank is positioned as the provider of the best jeans for whatever time of day and for whatever time of life being the market leader, they had to introduce a rate of internal change that was faster than the rate of external change Point blank produces variety of jeans in almost all colors for gents, ladies and also for kids.

Fancy jeans Ball wash Low waist Straight fit Boot cut Comfort fit 6 pockets Crush material Dobbies Cross fire Boot cut Comfort fit Smooth jeans Rough jeans Corduroy With stretch Without stretch Formals

Chinos jeans Kids Capri shading Kids Capri fancy It not only manufacture jeans but point blank is manufacture

shirts, jackets, kids shirts etc. . .

PRICE Price is the amount of money which is needed to acquire in exchange of some combined assortment of a product and its accompanying services. Price of point blank on basic design is very reasonable. The prices of such branded jeans starts from unbelievable 195 only. But on designer trends it is little higher due to which it can meet the profit, and still those prices are very competitive in the market. Brand loyalty generated price inelastic demand. Therefore the brand loyal customers pay fair prices for the products. PLACE Location is the great disadvantage for the company. It is located outside the city. But the disadvantage has been overcome by strong brand name, aggressive promotion and competitive pricing.

PROMOTION It consists of those activities that are designed to bring a companys goals and services to the favorable attention of customers. The promotional step taken up by point blank is as follows. Advertisement through hoarding Through magazines Conducting fashion shows Calculated budget for promotion every year Sponsorship Social cause marketing Trade shows Event marketing Company also checks seasonal decline in sales

Services offered by point blank Ordering ease: It means how easy it is for the customers to place an order in point blank. The people who cannot come to the showroom or are far away from the Bellary city can place an order through phone calls, E-mail etc by providing the details of their address and about the payments.

Delivery: Point blank has adopted the policy of Quick response system which is one of the secret of success. According to this policy as soon as possible the firm tries to deliver the goods after packing products as per the instructions given by the purchaser. Customer consultancy: The company not only provides information about the products but also advises the customers. They advice in matters like which type of jeans is suitable for regular wear, official wear, party wear, which color of shirts suits them etc because the organization feels teaching fashion creates higher level of satisfaction for customers and goodwill to the company.

Maintenance of repair: Point blank is the only brand which provides after sales services in the garment for complaints lie zip failure, fading of color, button broken etc and also they care of other problems like shrinkage of cotton shirts, exchange of products etc.

Production process: Flowchart shows the process of general working about the production department in point blank.

Fabric

Cutting

Stitching

Washing

Steam

Finishing

Selection of fabric The first step is the selection of fabric. The fabric is selected depending on the items required and its craze in the world fashions and also the quantity of fabric required. Selection of fabric plays an important role in garment industry cause there goods are fashionable whose demand changes from time to time. Depending upon the craze of fashion the fabric is selected and later it is sent to stitching section.

Process of cutting

As the fabric is selected it is sent to cutting unit. Depending on the quantity of fabric and the number of pieces required the process of cutting is estimated. A list is prepared for the number of pieces required in each size and depending on these aspects the fabric is fold on the folder unit and with the help of machine the fabric is cut as per requirement.

Process of stitching After of fabric is cut off it is sent to stitching to stitching units. Here the cut off pieces are joined to get it the shape of the leg wear. In the process of stitching various machines are used E.g. sieving machine, 5 thread machine, munda machine, belt and lufi machine, kaj and Bartech machine etc. here as step-by-step procedure is involved and materials such as pocketing, zip and stitching procedure together with the fabric and the piece is sent to washing.

Process of washing After the fabric is turned into grey piece it is send to washing unit for the dying of different colors and softening the fabric. Due to the advancements in science and technology different types treatment are given so as produce quality.

Here the grey piece is put into the washing drum with hot water and depending upon the capacity of washing drum, number of pieces is put into it and the required chemicals are added and the machine is made to run for hours and

The pieces made to dry and it is put into a softener machine an which the steam is passed and layers of fabric softened.

Process of finishing

This is last step involved in the production of a garment. This is long process. Here the piece is turned into a finished product, which can be directly used by the consumer and satisfy one of his want.

In the process of finishing, the thread and waste pieces which are left in the pant by stitching unit are cut off using trimmer and scissor. And the accessories such button, elite and label i.e. the name of brand are attached to the product and send for steam iron. Here wrinkles on the product are diminished with the help of steam iron and the accessories such as tags, label and polythene bags are added and send by transport to the showroom.

Comparative study Fabric: The fabric used by point blank ranges from denim, satin, chinos denim, cotton, corduroy etc. they are of highest i.e. export fresh grade. The fabrics are of finest quality from leading mails in India and abroad. Big brands of India also use the same. Technology: Latest and sophisticated technology is used in making of point blank garments. The machines used are form Japan and Germany. Top brands use similar technology. Accessories: Accessories like zips, buttons, threads, revits, and labels are either imported from worlds leading brands are sourced from Indias best manufactures. There is no compromise in quality and pricing of accessories. You will notice the best brand use the same accessories.

Pricing: Point blank is a clear winner in comparison to other top brand in pricing. Using the same fabrics, technology, accessories, finishing and quality standards but priced very reasonable. For e.g. chinos jeans of point blank sells at Rs. 525 where as the next top brand starts from 1395/- to 1995/-. Only 6 to 7 brands use chinos denim and point blank is one among them selling at 1/3 rd price. This is where the strength lies. You could notice Rs. 1000/- difference between point blank shirts and other big brand. The difference is not the quality but the name. Many products prices have remained the same for the last 10-13 years.

Discounts: Coming to point blank outlet in Bellary apart from point blank have you heard discounts on brands like jockey, Levis inner wear, classic polo, neva, crocodile etc that too on fresh goods. Apart from discounts guarantee on the above brand up to a year. So purchasing at point blank has always been a pleasant expenditure to customers. After sales services: Perhaps the only board to give services up to 5 years. Any complaint is taken care of. For e.g. there is complaint of zip failure, button broken, stitches coming out or color fading etc for pants taken 4 years back, services is rendered free of cost. No wonder customers are confident during purchase as to all problems encountered in failure is taken care off.

Customers loyalty: It is observed that customers loyalty is very high. Many of the customers are regular a loyal brand user for past 10-13 years. Whichever part of world they are they make it as point to purchase only point blank products. Customers loyalty is retained due to after sales services, reasonable pricing, genuine and superior quality. Conclusion Point blank is growing at the phenomenal rate of 70% where as industry is growing at 14%. There is an excellent combination of low pricing with international quality standards. Recession has not impacted point blank, basic fundamentals are strong. Reasonable pricing with greater turnover is the motto. Adaptability to changing tastes and innovation has been their strength.

CHAPTER 3 Theoretical background of the study

Theoretical Background
Industrial background of readymade garments:

World over the readymade garment industry has acquired a prominent place with its huge turnover having a very large market.

The same scene exists in India also. The readymade garment industry is gaining more importance in recent years. The garment manufacturing industry has always proved to be a lucrative business. The main factor attributed for its flourishing are changes in the lifestyle of human beings. Changes of attitude towards the use of new designated garments, ever changing fashions, competition among the readymade garment producing units to bring out continuous changes in the design and fashions for their survival, increased level of income, modern media of advertisement etc.,

India is not only the largest producer of cloth in the world but also exports readymade garments to various customers of the world. Readymade garments form important sources of foreign exchanges to India. The industry contributes over Rs. 50,000 crores directly to GDP (Gross Domestic Product) the capital base is low but the employment potential is high. The industry provides large number of employment opportunities directly and indirectly.

Karnataka is one of the important states in the country known for production of cotton cloth and readymade garments. The favorable climatic conditions, fertile soil, assured supply of water by multipurpose project and yielding variety of cotton seeds enhanced the production capacity of cotton in Karnataka. The increased production created vast opportunities for the development of textiles mills on modern lines and the establishments of readymade garments manufacturing centre in the state are Bangalore, Bellary, and Basavakalyana.

TROUSER TOWN specializing in trendy jeans. Bellary has always been an underdeveloped area. It is indeed a splendid achievement for this backward district that today it has become a pioneer in the manufacturing of readymade garments.

Bellary is the largest jeans manufacturer in South India and one of the largest in India.

Marketing Research :

According to American marketing accusation Marketing research is a systematic design, collection analyzing, reporting, and communication the findings about the problems relating to the marketing of goods and services.

 Market Research: Market research covers the aspects regarding size, nature of market, dividing the customers in terms of their age, gender, income, market segmentation etc., Product Research: Product research relates to the analysis of the strength and weakness of estimating product. Product testing problem relating to diversification. Consumer : Consumer is one who is an actual user of the goods and services, who express their feelings after the use whether the goods and services are up to the satisfaction or not. Consumer behavior: According to London Delhi Bitta consumer maybe defined as the decision process and the physical activity individuals engage in man evaluating, acquiring, using or disposing of goods and services.

The study of consumer behavior is the study of how individuals make decision to spend their resources (time, money & effort) on consumption. It includes the study of what they buy, when they buy it, where they buy it, how after they use it.

How and why consumers make decision to buy goods and services, consumer behavior research goes beyond these facts. And it encompasses all the behaviors

that consumer display in search for, purchasing using, evaluating and disposing of products and services that they expect will satisfy their needs.

There are two different types of consumer entities. The personal consumer and the organizational consumer.

Personal consumer buys the goods and services for his/her own use, for the use of household or as a gift for friend. In each of these of these context individuals, who are referred to as end users or ultimate consumers buy the goods for final use?

The second category of consumer, the organizational consumers includes profit non profit organizations, government agencies institutions industries all of which must buy product equipments and services in order to run the organization.

Manufacturing companies must buy raw materials and other components needed to sell their products, services companies buy the equipments, agencies must buy the materials they needed to maintain themselves. The project is done on Marketing i.e., Market research on the customers opinion about point blank company and its products as a whole. Data is collected from the sample size of 60.

CHAPTER 4 Analysis and evaluation SWOT analysis

ANALYSIS OF MARKET RESPONSE TOWARDS POINT BLANK Table no.1 showing the age- Group of Respondents
Particulars Below 25 26-35 36-45 45 above Total No. of respondents 10 25 40 25 100 Percentage 10% 25% 40% 25% 100%

45 40 35 30 25 20 15 10 5 0 Below 25 26-35 36-45 45 above

Interpretation:The above chart clearly says that 42% are from the age group of 36-45 and 11% are below the age group of 25.

Table no.2 Marital status of Respondents Sl. no 1 2 Particulars Single Married Total No. of Respondents 40 60 100 Percentage 40% 60% 100%

70 60 50 40 30 20 10 0 Single 1 Married 2

INTERPRETATION: From the above table shows that 40% of respondents are say single and 60% of respondents says married.

Table no.3 showing the profession of Respondents Particulars Students Businessmen Govt. Employees Private Employees Total No. of respondents 13 49 20 18 100 Percentage 13% 49% 20% 18% 100%

60 50 40 30 20 10 0 Students Businessmen Govt. Employees Private Employees

Interpretation: From the above analysis we can conclude that most of

Table no.4 Have you heard of point blank? Particulars Yes No Total No. of respondents 94 6 100 Percentage 94% 6% 100%

100 90 80 70 60 50 40 30 20 10 0 Yes No

Interpretation:
From the above chart we can say that almost the market is aware of point blank company and only negligible of 6% of market is unaware of point blank. So we can say that point blank has been successful in creating awareness in market scenario.

Table no.5 Have you been to point blank shop in Bellary? Particulars Yes No Total No. of respondents 86 14 100 Percentage 86% 14% 100%

100 90 80 70 60 50 40 30 20 10 0 Yes No

Interpretation:
From the above analysis as 86% of the respondents visited point blank. By this one can say that point blank is successful in getting people in their organization.

Table no. 6 At point blank showroom what garments do you shop? Particulars Gents Ladies Kids Total No. of respondents 62 22 16 100 percentage 62% 22% 16% 100

70 60 50 40 30 20 10 0 Gents Ladies Kids

Interpretation:
The above chart shows that mostly (62%) customers purchase gents garments In point blank and only 16% purchase kids garments. So company should concentrate on kids section also to get more sales.

Table no.7 What do you buy at point blank? Particulars Jeans Shirts-casual/formals T-shirts Jackets Inner wear Total No. of respondents 41 27 16 9 7 100 Percentage 41% 27% 16% 9% 7% 100%

45 40 35 30 25 20 15 10 5 0

Interpretation:From this chart it is clear that 41% of respondents from point blank buy jeans and only 7% of respondents buy inner wear from the firm. So it is concluded that mostly customers buy jeans in point blank.

Table no.8What makes point blank the fastest growing brand year after year.? Particulars Greatest variety Guarantee & No. of respondents 29 after 20 Percentage 29% 20%

sales services Finest quality with less 32 price Customer care Total 19 100 19% 100% 32%

35 30 25 20 15 10 5 0 Greatest variety Guarantee & after Finest quality with sales services less price Customer care

Interpretation:So from this analyzed information we can say that customers i.e., 32% feel finest quality with less price makes point blank the fastest growing brand year after year.

Table no.9 What do you expect point blank to serve you better? Particulars More branches Good quality More variety Total No. of respondents 71 14 15 100 percentage 71% 14% 15% 100%

80 70 60 50 40 30 20 10 0 More branches Good quality More variety

Interpretation: As majority of respondents i.e., say that they expect more branches from point blank to serve them better so it is suggested the company to open more branches.

Table no. 10 Which fabric is preferred for purchasing of jeans? Particulars Cotton Jeans Chinos jeans Chinos cotton Total No. of respondents 33 11 44 12 100 Percentage 33% 11% 44% 12% 100%

50 45 40 35 30 25 20 15 10 5 0 Cotton Jeans Chinos jeans Chinos cotton

Interpretation:So from this data collected we can say that majority market prefers denim and cotton jeans and preference for cotton is comparatively less. So company must produce more denim and chinos jeans as demand for them is more.

Table no. 11 Customer impression about point blank company Particulars Yet to be improved Good Better Best Total No. of respondents 6 12 47 35 100 Percentage 6% 12% 47% 35% 100%

50 45 40 35 30 25 20 15 10 5 0 Yet to be improved Good Better Best

Interpretation: The above pie chart says that the firm is successful in impressing the customers with their qualitative products because 35% of respondents say that point blank is best company to shop.

Table no. 12 What is your opinion about management? Particulars Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied Total No of respondents 50 20 15 10 5 100 Percentage 50% 20% 15% 10% 5% 100%

60 50 40 30 20 10 0 Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied

Interpretation: The above pie chart shows that 50% of respondents are highly satisfied 20% of respondents are satisfied and 15% of respondents are neither satisfied nor dissatisfied and 10% of respondents are dissatisfied and 5% of respondents are highly dissatisfied.

SWOT Analysis

The overall evaluation of companys strength, weakness, opportunities and threats is called SWOT Analysis.

STRENGTH

The firm has an excellent co-ordination, team spirit among the staff. Company work as a team to finish their production on time. Availability of good quality products at competitive price. Self marketing. Goodwill of the brand. Innovative skills. Co uses latest machines and equipments & technology for quick supply. There is scope for exports. Quality control is rigorously practiced. After sales services. There is direct communication between the customers and top management. The fabric used in point blank shirts and trousers are made from the finest mills in India, France, China ,Egypt etc..,

WEAKNESS

No canteen facilities Tax burden Showroom is in outskirts of city The company has small staff with shallow skills.

OPPORTUNITIES

Expansion Opening of many retail outlets throughout Setting of more manufacturing units Diversification To advertise themselves in global marketing events

Potential market for garment industry is very high.

THREATS

Competition from top brands Difficult to win over large customers Change in fashions.

The implication of SWOT analysis on the organization shows that the company has maintained goodwill in the eyes of customers by maintaining the quality and price.

It has large opportunities where it can earn huge profits and retain market share.

CHAPTER 5 Findings and suggestion Conclusion

Findings
Customers are of opinion that point blank is a very good and guarantee able company so they prefer it. Majority of respondents are aware of point blank. The study reveals that majority of respondents have visited point blank. Customers who have purchased at point blank are satisfied with the products. Customers who have purchased at point blank are very likely to recommend point blank to others. Most of the customers are businessman. The present study shows that a fabric mostly preferred by customers is chinos jeans. Mostly customers buy jeans at point blank. Advertisements are not so attractive.

Suggestions
Increase retail showrooms in Bellary and also others parts of country. Come up with more variety in shirts and t-shirts. Concentrate and give more importance for new and attractive ads to increase demand. Company can train and motivate the sales force to deceive spots and report new developments. Company can use online customers feedback systems to collect competitive information. Conduct periodical market survey to know market the potential. Appoint the marketing executive for marketing the products to cover entire Karnataka region. Concentrate more on ladies section also. The company can extend distribution and sales to reach all the place with access to local market.

Conclusion
After going through detail study I came to the conclusion in the following manner. The maximum extent of people in Bellary city is aware of products of point blank company. Customers who have purchased at point blank are satisfied with the quality of products and they are very likely to recommend point blank to others.

Company has no competition with local brands but with national and international brands because either the company for the best brands in the country or getting point blank made at factories that make for top brand in India. By this I conclude that one is getting the finest products with lowest price in the market.

CHAPTER - 6 ANNEXURE QUESTIONNAIRE

Questionnaire

Dear sir / madam I am Mr. MANJOOR.K studying 6th semester BBM. From VEERASHAIVA COLLEGE. I am doing project work on POINT BLANK. Point blank is one of the leading manufactures in gents, ladies, and kids wear. I request your valuable time to fill the questionnaire. Thank YOU.

1. Name :

___________________ b) 26-35 [ ]

2. Age group : a) below 25 [ ] c) 36-45 3. Place : 4. Ph. No : [ ]

d) above-46 [ ]

5. Marital status : a) Single [ ] b) Married [ ] 6. Occupation : a) Student [ b) Businessmen [ c) Govt. employees [ d) Private employees [ ] ] ] ]

7. Have you heard of point blank? a) Yes [ ] b) No [ ]

8. Have you been to point blank shop in Bellary? a) Yes [ ] b) No [ ]

9. At point blank showroom what garments do you shop? a) Gents [ b) ladies [ c) kids [ ] ] ]

10. What do you buy at point blank? a) Jeans b) T-shirts c) Kids T-shirts [ [ [ ] ] ] ] ] ] ]

d) Shirts-causal/formals [ e) Kids pants f) Inner-wear g) Jackets [ [ [

11. What makes point blank the fastest growing brand, year after year? a) Greater variety/choice [ ] ] ] ]

b) Guarantee & after sales service [ c) Finest quality with less price d) Customer care [ [

12. Which fabric do you prefer for jeans? a) Chinos cotton [ ] b) Chinos jeans [ ] c) Denim [ ] ]

d) cotton jeans [

13. What is the customer impression about point blank company? a) Yet to be improved [ ] b) Good c) Better d) Best [ ] [ ] [ ]

14. What is your opinion about the Management? a) Highly Satisfied b) Satisfied [ ] [ ]

c) Neither Satisfied nor Dissatisfied [ ] d) Dissatisfied e) Highly Dissatisfied ( ) [ ] [ ]

15. Your slogan/caption for point blank _________________________________________

16. Point blank shirts are the highest quality, starting from as low as 195/- onwards. Point blank makes shirts for Indias best brands. From its shirting opinion/comments

____________________________________

17. What do you expect from point blank to serve you better? _______________________________________________________ _______________________________________________________ _____________________________ For the last 14 years, point blank has undertaken relentless path for excellence. Constant innovation a superior products with lesser price is its strength. You can always trust the leader.

THANK YOU