A

Company Analysis Project Report

On
“ALLEN SOLLY ”

Submitted for partial fulfilment of requirement for the award of

degree
Of
Masters of Business Administration

Of
ITM UNIVERSITY RAIPUR (C.G.)
Session 2018-2020
Submitted by

Bhawesh Agramodi
D0011
MBA II Semester

SCHOOL OF COMMERCE MANAGEMENT AND RESEARCH

ITM UNIVERSITY RAIPUR C.G.
 Declaration by the Candidate

This is to declare that this report has been written by Bhawesh Agramodi . No part
of the report is plagiarized from other sources. All information included from other
sources has been duly acknowledged. I aver that if any part of the report is found to
be plagiarized, I shall take responsibility for it.

Signature of Candidate

Student Name: Bhawesh Agramodi

Place: Raipur
Date:
 Certificate by Institute
This is to certify that this project report entitle “Company Analysis of ALLEN
SOLLY ” is a bonafide work carried out by “Bhawesh Agramodi ” of MBA- II of
School of Commerce Management & Research for fulfillment of Master of
Business Administration on degree recourse of ITM University Raipur.

Signature Signature
Dr. Somesh Sinha Dr. Monika Sethi
SCMR- ITMUR

Designation
 Certificate by Examiner

This is to certify that the project entitled “Company Analysis of ALLEN

SOLLY” submitted by “Bhawesh Agramodi Enrolment No, D0011 . Has been
examined by the undersigned as a part of the examination for the award of Master
of Business Administration on degree of ITM University, Raipur (C.G.).

Name of the Examiner Signature with date of the examiner

Place: Raipur
Date :
 EXECUTIVE SUMMARY

During this project I fully realized this and come to know about the present real
world of Retail Sector . Under this sector I had chosen apparels for my study. It
includes all the activities involved the analysis of the brand and its competitors .I
am pleased to know about the consumers’ wants and competitors activities in the
real world of apparels .

I had done company analysis on ALLEN SOLLY which is an initiative Madura

Fashion & Lifestyle, a division of Aditya Birla Fashion and Lifestyle is India’s
largest and fastest growing branded apparel companies and a premium lifestyle
player in the retail sector.
First of all I had gathered information about Retail sector and apparels company .
then after done a deep study on the ALLEN SOLLY ,its history and evolution its
market share, its operational structure, SWOT analysis, BCG matrix, Porter five
force model, value chain analysis to analyse the current potential of the company.
 Table of Contents

S. No. Section Page Number

1 Introduction to the Sector
 General overview of the sector
 Domestics Competition
 Sectoral growth in last five years
 Government Policies/Regulations
 Cluster Mapping
2 Introduction to the Company
 History & Evolution of the company
 Organisation Structure
 Product Profile
 Market shares, competitors market share
 Total Man Power
 Organisational Structure
3 SWOT analysis
4 PESTEL Analysis
5 ‘Porter’s five force model
6 BCG (Product Portfolio) Matrix
7 Business strategy of the company competitor’s strategy
8 Objective of the study
9 Literature review
10 Research Design
11 Conclusion
12 Annexures (if any)
 1. Introduction to the Sector :

1.1Overview of the Sector

Retail industry, being the fifth largest in the world, is one of the sunrise sectors with huge
growth potential and accounts for 14-15% of the country’s GDP. Comprising of organized
and unorganized sectors, Indian retail industry is one of the fastest growing industries in
India, especially over the last few years.

According to the Global Retail Development Index 2012, India ranks fifth among the top
30 emerging markets for retail. The recent announcement by the Indian government with
Foreign Direct Investment (FDI) in retail, especially allowing 100% FDI in single brands
and multi-brand FDI has created positive sentiments in the retail sector.

Emerging Areas

Some sectors that occupy a prominent position with the retail industry are:

Apparel and fashion – Everybody understands the impact of fashion and textiles on the
environment. Almost $19.5 billion were spent on online apparel shopping in the year
2009 and increasing since then.

Fashion & Lifestyle - In India the vast middle class and its almost untapped retail
industry are the key attractive forces for global retail giants wanting to enter into newer
markets, which in turn will help the retail to grow faster.

Food & Beverage retail - Backed by huge potential and changing lifestyles, the food
and beverage retail market is growing at a robust 30-35 per cent per year.

Pharmaceutical Retail – Driven by therapies like anti-diabetic, vitamin, anti-infectives

and dermatology, it accounted for a robust 15% growth in 2011.

E-commerce or E-tailing – the next big revolution - With the advent of e-commerce in
the retail industry, retail stores are facing stiff competition from e-stores. The rising
demand for e-shopping has lead to a new debate cropping up in the world.

Factors driving growth are:

 Emergence of nuclear families

 Falling real estate prices
 Growing trend of double-income households
 Increase in disposable income and customer aspiration
 Increase in expenditure for luxury items
 Large working population
 Low share of organized retailing
 Growing liberalization of the FDI policy in the past decade

Skill sets required are:

The industry employs a staggering number of people, and given its rapid proliferation,
this number is always on the rise. The backbone of the sector are the operations and
supply chain management jobs but there are various other options as well, from sales
executives and store managers to merchandise planners and buyers.

 Conceptual understanding
 Analytical skills
 Detail-orientation
 Fair understanding of customer’s psychology
 Observations skills
 Project Management
 Operational Skills
 In-depth product knowledge

Bottlenecks

• A long way to meet international standards

 Lack of efficient supply-chain management

 Lack of required retail space
 No fixed consumption pattern
 Shortage of trained manpower
 Lack of proper infrastructure and distribution channels
 1.2 Domestic Competitions

A 2012 PWC report states that modern retailing has a 5% market share in India with about $27
billion in sales, and is growing at 15 to 20% per year. There are many modern retail format and mall
companies in India. Some examples are in the following table.

Indian Retail
Market Reach in 2011 and Notes
Group

65 stores and 21 factory outlets in 35 cities, 2 million square feet

Pantaloon Retail
space

Shoppers Stop 51 stores in 23 cities, 3.2 million square feet space

Spencers Retail 200 stores in 45 cities, 1 million square feet space

708 mart and supermarkets, 20 wholesale stores in 15 cities, 508

Reliance Retail fashion and lifestyle
₹1,206 crore (US$170 million) per month sales in 2013

Bharti Retail 74 Easyday stores, plans to add 10 million square feet by 2017

Birla More 575 stores nationwide

Tata Trent 129 Westside mall stores, 13 hypermarkets

Lifestyle Retail 15 lifestyle stores, 8 home centers

193 stores in 3 cities,] one of three largest supermarkets retailer in

Future Group India by sales
₹916 crore (US$130 million) per month sales in 2013
 1.3Sector Growth

In this section we may deal with the growth of the organized as well as the
unorganized retail sector of India.

Due to the untapped potential that exists in the Indian retailing market, it is a very
fast growing sector. One reason that can be attributed to this rapid entry of the
foreign retail giants ,is that the Western Countries have reached a point of
saturation in their retail sector. Another reason as already mentioned earlier is the
change in the tastes and preferences or the psychographic of the consumers that
is bent in their favour.

Although the retail sector in India contributes to about 10% in the GDP, it is the
most underdeveloped sector in terms of investments that are made in this sector.
The unorganized retail sector has recorded a growth of 5% per annum while the
organized sector is growing at 25-30 % per annum. One should not be impressed
by the figures of the organised retail markets since developed market in US,
Taiwan, Malaysia is still a dream to the Indian retail market. They have registered
a growth of 50% per annum.

The retail stores have mushroomed in the Tier II and Tier III cities. The
participants in the retail market hold the presence of market in the cities as a
signal to their growth.

It has been seen that the retail companies have invested in the IT sector for their
growth and development. The IT sector has contributed greatly to the growth of
the retail sector in India. The retail firms have made lumpy investments in
Enterprise Resource Planning System as a strategy for their growth and
development. SAP has also assumed a significant role in the growth and
development of the organised retail industry.

The sudden growth of the organised retail sector can be attributed to the
ushering of the domestic retail giants like Reliance, Pantaloons, ITC, RPG,
Rahejas and the Bharti Group. The foreign companies continue to wait in the
sidelines. These prominent retail chains have adversely affected the farmers in
some states. Another viewpoint is that the farmers have rather benefited since
they were eager on the market intervention of the buig retailers for the purpose of
marketing and processing of their output. Since the big retailers reap the benefits
of buying directly from the farmers , the consumers can purchase the products at
minimal price rates.

Growth of the Retail Outlets In India

Outlets Food Retailers Non-Food Retailers

1996 2769 5773.6

1997 2943.9 6040

1998 3123.4 6666.3

1999 3300.2 7482.1

2000 3480

2001

Total Retailers

8542.6

8983.6

9455.6

1.4 Government Policies & Regulations

Indian government policy with regard to development of retail industry has been
liberal and motivating. The Indian traders/ retailers register their outlets/shops with
concerned authorities in various states and by honoring sales tax and other
obligations of the state concerned, they can run their retail business.

As such, there is no constraint on the entry of any domestic business house into
retail sector. Therefore India has more than 12 million ‘kirana’ stores making India
a hub of retail shops.

 Taxation laws that favour small retailers

 Multi point Octroi collection

 For this industry to thrive Indian retailers have to emulate worldwide

practices such as , accuracy in financial reporting ,increase level of
corporate governance and greater accountability among employees
 Foreign equity does not go beyond 51 percent

 Addition to the product categories to be sold under ‘Single brand’ require

fresh government approval .

 Till January 2006, the retailers entered the market through the franchisee
route, but in January 2006, the Indian government decided to have up to
51% stake in local (domestic) subsidiary. Currently, multiple brands are not
allowed but the government has proposed 49% FDI in multi-brand
segment.

1.2 Cluster Mapping

2. Introduction
2.1 History and Evolution

INTRODUCTION TO ADITYA BIRLA

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

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

All business operation revolves around customer satisfaction and

service, the main purpose of the business is to create a profitable market for
their products or service and hence to create a customer, god made men and
men made market‘. Marketing has a special significance in the modern
management of the business and industry and is one of the managerial
concepts unless it is properly understood and many of the business or
industrial enterprise will collapse or prove failure.

Over the years marketing has undergone a tremendous change both its
role and functions are forced to evolve new methods and techniques to deal
with the existing problem more efficiently.

The aim of the modern business is to satisfy the consumers and there
by earn profit the main interaction and aim is to prove quality products at
cheaper rates to customer with the rapidly increase in production of a wide
range of production. Marketing was assumed greater importance in recent
years. Thus, the marketing is ―creating and delivering of standard of living
to the society‖

In modern markets consumer is the king‘ so a producer‘s faith is

decided by the action of the consumer that is either buying the product or
rejecting it so producer tries hard to achieve to give competitive efficiently
over the other by adopting new technologies in production and production
measures.

This project report offers detailer regarding marketing of Allen Solly

Jeans under Aditya Birla, Ludhiana.
Company Profile

Allen Solly was founded in 1744 by a company called William Hollin and
Co Ltd. The brand was purchased sometime in the 90's by a new company
called Madura Garments which was a part of Madura Coats. Madura Coats
was a big producer of threads.

The Vision Of Allen Solly: The company aimed to emerge as a brand which
was totally new and did not stick to conventions. ―Friday Dressing‖ was
introduced to give the company a stronghold.. Friday dressing by Allen
Solly gave Indian corporate a chance to transform their wardrobes. The new
formal wear was relaxed and not boring.

Allen Solly created ripples in the Indian market by releasing new rules in
corporate dress code titled Friday Dressing‘. It trashed whites and greys
thereby making the corporate world a colourful and vibrant place.
Originating from the large portfolio of international brands of Coats Viyella.
 Focus on accessories such as eyewear, watches and women's bags; have
added to the lifestyle quotient of the brand. There are today more than 30
product categories to its portfolio.

Introduction and History of the Firm:

Zaheer‘s Fashion‘ exclusive showroom of Allen Solly‘ has been

incorporated on 12th January 2011. It is located at Ganga Arcade B.H Road,
Bangalore.

The name of the firm is Zaheer‘s Fashion Allen Solly‘

Showroom. Mr. Mohammed Zaheer is the franchisee. Mr. Mohammed
Zaheer is active and multitalented persons in business field. He has
experience in attracting the customers and improves the sales of the firm.
ALLEN SOLLY‘ is the name which stands for branded and good quality
cloths and accessories.

.
 2.2 Firm Organization Structure

Area sales manager

Orders

Franchisee
Payments and inventory owner

Cash and Inventory

Store manager

Training &
Development &
Staff HR policies

salaries
History - Allen Solly In India
Launched in India in 1993, Allen Solly brought about a completely new
concept to menswear in India — Friday Dressing. In the years that followed,
the brand, with its Anglo-American heritage, proved to be the most
innovative of the Madura Fashion & Lifestyle's brands. Today it is one of
India's most popular and easily recognized brands in the branded premium
apparel segment. Consumers understand it as a vibrant and upbeat work
wear brand. Allen Solly‘s recall with Friday Dressing is clearly the strongest.

Brand Position

Allen Solly, which was launched in India in 1993, has proved to be the most
innovative brands of Madura Fashion & Lifestyle. India‘s most popular and
easily recognized brand, Allen Solly – with its Anglo-American heritage –
introduced a completely new concept to menswear in India – Friday
Dressing.

Allen Solly was the first brand in India to introduce Western wear for the
working women in 2002. Allen Solly is one of the most salient and best
distributed women‘s-wear brand in the country and we have aggressive
plans to strengthen the position.

Allen Solly was the first brand in India to introduce Western wear for the
working women in 2002. Ten years later, it launched Friday Dressing for the
young woman professional.. The range exudes sophistication, is chic,
fashionable and sufficiently casual while being work appropriate.
 .

2.3 Product Portfolio

Allen Solly has several product innovations to its credit and loyal consumers
swear by the brands comfortable and fashionably-styled cotton trousers and
bright, colorful shirts.

The brand then went a step further, launching a collection of shirts and
trousers called 'The Uncrushables' – a wrinkle-free wardrobe in an
unconventional 'solid' palette.
And the brand is not only for men. Allen Solly's nod to women in the
workforce came in 2001, when the brand came out with a line of women's
formal wear. A few years later, they rewrote their own rules again, by
bringing in their casual chic collection for women.

well known for its superior quality and it has consistently won industry
awards and consumer recognition for its clothing.

Allen Solly Products:

• Allen Solly manufactures very comfortable cotton and linen half and full
sleeve shirts in solids of beautiful prints patterns like checks and stripes.
They come in attractive color combinations of white and yellow, blue, pink,
green and the list goes on.
• Allen Solly T-shirts are available in half or full sleeves in vibrant colors
like orange, black, blue etc. The t-shirts are made of pure cotton.
• Allen Solly Trousers are pure cotton varieties which have flat or pleated
fronts. Allen Solly is considered to be the brand that breaks all rules and
conventions of men's wear
  Shirts
Allen Solly boasts of the best brands
when it comes to shirts. Shopping for a
shirt for that special day – be it the first
day of work, a new job, a wedding or
just any other day

 Trouser
A good pair of trousers is considered
the basis of great style. At Allen Solly,
finding the perfect pair of trousers is a
breeze, considering the wide variety of
brands available; trousers for every size
and budget

 Denims
Allen Solly has an exciting range of
casual denims in great fits for the man
who knows how to unwind after a long
day. Our denims come with great cuts,
superb finish and excellent fits. Brands to
choose from, finding the perfect pair of
jeans was never this easy.
  Suits

At Allen Solly, we have suits that fit every

occasion, be it corporate meetings or formal
occasions. We have suits that lend a touch of
class and elegance, making every occasion truly
special.

2.4 Market Share

The stock of Aditya Birla Fashion and Retail (ABFRL) has gained 10 per cent in three
trading sessions on expectations that the company will continue to report better
performance in the coming quarters. Analysts anticipate that the owner of Louis Phillipe,
Allen Solly and Peter England brands and Pantaloon chain of stores may report near two-
fold jump in earnings by FY20.

In the September 2018 quarter, the company, which also has licence to sell apparels under
the Forever 21 brand.
Market cap of aditya birla fashion is 17090.07cr and sales is 7956cr, net profit 231.70.
3.SWOT Analysis

Strengths of ALLEN SOLLY :

Brand Value: Allen Solly was voted as a seventh best brand by the Economic Times’ Brand
Equity in the year 2014. The Brand has been known to innovate in the area of work casuals and
has pioneered in Friday Dressing.

Multiple Sub-brands: Allen Solly has 5 sub brands, which provides a wider reach into the
apparel market.

1. Allen Solly – Work appropriate casuals

2. Solly Sport – Sports inspired clothing
3. Solly Jeans – Denim Jeans
4. Solly – Catering to women professional
5. Allen Solly Junior – Casuals for children

Experienced Design Teams: Allen Solly has an experienced design team which understands the
changing demands of the consumer and innovates new designs and products.

Strong Growth: Allen Solly is growing at over 30 percent CAGR across all its formats and is
poised to clock net sales of over Rs. 1000 crores in FY2017.

International feel: Although Allen Solly is an Indian brand, it gives an international feel
because of the excellent physical evidence in showrooms as well as the quality of clothing and
the advertising. This International feel therefore raises the expectation and satisfaction from the
brand.

Weaknesses of ALLEN SOLLY :

Weak Global Penetration: Comparing to its competitors like Arrow, Allen Solly has a weaker
Global penetration and they should work towards increasing Global presence.

Cannibalising effect: Madura Fashion has brands like Peter England, Louis Philippe, Van
Heusen and Allen Solly under its kitty due to which there is a cannibalising effect which hurts
the sales of the brands from the same company even though all of them are different from each
other.

Opportunities in the SWOT Analysis of ALLEN SOLLY :

Increasing Penetration through E-Commerce: With the advent of technology and penetration
of internet and smartphones, the reach of apparels is bound to increase to the Tier 3 and Tier 4
towns. This is a great opportunity to expand the business.

Global Expansion: Allen Solly needs to expand itself globally considering the ever
increasing demand of branded apparels in the emerging nations. It especially needs to
concentrate on emerging markets. Allen Solly is present in more then 50 countries, but with the
strong revenue it generates, it can keep expanding.

Increase in Disposable Income: According to a McKinsey research the number of households

in the “consuming class” i.e. households earning more than $4000 a year have tripled in the last
10 years, which has increased the market size of the apparel industry proportionately.

Threats of ALLEN SOLLY :.

Local Market: To move to the smaller cities, Allen Solly will have to fight against the local
market who provide similar designs at a lower rate and thus it is a threat for brands like Allen
Solly.

Always under scrutiny: The advent of technology allows consumers to compare, review and
rate which is a threat as any bad review can affect the sales and thus Allen Solly needs to vary of
this fact work toward better customer relationship management by providing better customer
experience as a whole.
4. PESTEL Analysis

Political

1. The Government has announced the release of a subsidy of INR 2,687

Billion forthe textile industry.

2.Removal of trade related tariffs and non-tariff barriers.

3. The government has extended 10% capital subsidy and 5% interest

subsidy on installation of machineries and for processing machinery.

4. A 41-member Working Group has also been announced to be set

up with a National Fiber Policy, to ensure self- sufficiency in fiber

consumption and export

Economic

1. Indian textile industry contributes about 14% to industrial production, 4% to the country's

gross domestic product (GDP) and 16.63% to export earnings.

2. Nearly 40% of the textiles produced in the country is exported and the textiles sector is the

biggest employment generator after agriculture

3. The sector is expected to generate 12 million new jobs4.Indian textiles and apparel exports,

which is worth US$ 41.4 billion in 2014-15, a growth of 5.4 percent

.Social

1. The market for textile is growing as a whole as India’s population grows at about 1-2%

annually.

2. Along with that, Raymond’s market segment of upper middle class and the high class

segment is also growing due to higher disposable incomes.

3. The textile industry is mainly a labor intensive industry as it provides livelihood to the

huge population, mainly consists of unskilled workers, and thus plays a pivotal role in the

development of any economy.

Technological

1. The textile industry is more labor intensive.

2. Technical textiles.

3. Manmade textile

4. Computerized flat knitting and embroidering

.Environmental

1. Environmental affecting industry.

2. Environmental friendly process.

3. Waste reduction process.

Legal

1. Strong Environmental laws

2. Import Export laws

5.Poters Five Force Analysis

Apparel industry primarly concerned with the production of yarn , and cloth and the
subsequent design or manufacture of clothing and their distribution .The raw material may be
natural or synthetic using products of the chemical industry

 Entry Barriers

1. Economics of scale apparel industry is high.

2. Industry will buy raw materials in bulk for further production ,so to reduce the average
cost .
3. Product Differentiation is high.

4. Huge amount of Capital Requirement

 Powerful Suppliers

1. Suppliers refer to firms that provide inputs to the industry .

2. Bargaining power of suppliers refer to the potential of suppliers to increase the prices of
inputs like labour , raw maerials , services ,etc or the cost of industry

3. Supplier power is high when it is unique product .

 Powerful Buyers

1. Buyers refer to the customers who finally consume the product or the firms who
distribute the industry’s product to the final consumers.

2. This power comes to act when they buy in bulk , when they find alternative suppliers.

 Threat of Substitutes

1. There are alternative products / brands satisfying the similar need of consumer .

2. Substitute products affects when the switching cost is high.

3. Switching for quality , durability and status

 Threat of Competition

1. Rivalry refers to the competitive struggle for market share between firms in an industry .

2. Extreme rivalry among established firm poses a strong threat to profitability .

3. Competitors include numerous apparel designers, manufactures , retailers , distributors ,

4. Competitors like – Nike ; Puma ; Biba ; Global Desi

6. BCG (Product Portfolio) Matrix :

Aditya Birla Group always work with the objective of expansion and profit, but provide best
services and quality products to its customers. It make sure to satisfy the high demands of the
customers, by working innovatively and dedicatedly.

It has many effective strategies, and make sure all the products are working according to the
target. The Group uses different matrixes and tools to evaluate the position of every business and
products, to make decision related to investment or disinvestment. BCG matrix is effective for
this purpose, as it helps in analyzing and evaluating the strategic position of the products (Aditya
Birla Group, 2018). Here is the BCG matrix of the Aditya Birla Group.

Cash Cows
This product category is the main revenue genitor for the company because of its high market
share, which means it sells more and hive high demands, but have low growth rate, which
reflects on the low level of cash consumption from the company. The revenue earn by this
category is mostly use for the reinvestment purpose in other quadrants or fields of the company.
Birla Sun Life Insurance Company is the cash cow item of the Aditya Birla Group. The company
must use Diversification and Intensive strategy, by the assistance of the intensive strategy,.

Stars
These are products which have high market share and high market growth rate, which means
they need investment because of growth, and also generate cash but less than the cash cow
products. The company needs to focus on these items, so that they could be turn into cash cow
rather than question mark. Ultra Tech cement is the star item for the Aditya Birla Group, because
of the good positioning in the market. As it is the largest cement producer, it has the highest
demand which can turn it into cash cow for the Group (St. Francis institute of management and
research, 2014).

Question Marks
The products in this category have the high growth level, but low market share, because of which
they need heavy investment to run its operations, as the market share is not enough to generate
enough revenue for the category. This could be a burden for the company, and for reducing the
burden, company should invest heavily to turn it into star. Idea Cellular Company is consider as
the question mark for the company because of the growth,

Dogs
These are the items with low market growth and low market share. They are consider as the
burden for the company, as they consume more cash than any other quadrant. So that it could be
profitable for them. Grocery and retailing industry is in loss and consider as the dog for the
company Aditya Birla Group. The Company was in loss, and so the Group was considering the
company to how to turn it into question mark (Bureau, 2016).

7. Value Chain Analysis

8. Business Strategy of ALLEN SOLLY

 Corporate Collaboration Program

 Pre- Friday Launches

 Online Promotion

 Telecommunication Promotion

 Print Media Promotion .

They extended this by applying some Marketing Strategies as well .

Special privileges are given to “My Solly” members , which were

 Enrollment Discount

 Special birthday gifts and bonuses

 Attend specially hosted Allen Solly events by invitations

 Free garment pick and drop services .

Approach Strategy :

In this campaign, they created a “Scratch Card” Facebook application and the participants
were allowed to scratch a card online and win discounts of 30%, 35% and 40% on Allen
Solly apparels. The participants were asked to enter their names, contact numbers and
email addresses and then click the submit tab so as to get the discount coupons delivered
to their registered email addresses. Campaign participants need to print the discount
coupon and show it at any Allen Solly retail shop to avail the discount offers mentioned
in the coupon.

This social media marketing campaign application was made available on Android and
iOSmobile phones too and this additional channel ensures better coverage amongst the
Facebook fans. Company popularizes the campaign to a greater extend through social
media advertisements and other promotional activities on Facebook.

Results Achieved By Allen Solly

 The campaign was very successful. The brand generated a whopping 2,194%
revenue on its total investment in the campaign

9. Objective of the Study

 To understand the external competitors effecting the company

 To analyze the workings of the company.

 A deep and thorough knowledge regarding marketing strategy.

10. Literature Review

Consumer behaviour research is the scientific study of the processes consumers use to
select, secure, use and dispose of products and services that satisfy their needs.
Knowledge of consumer behaviour directly affects marketing strategy (Anderson et al,
2005).

This is because of the marketing concept, i. e., the idea that firms exist to satisfy
customer needs (Winer, 2000).

Firms can satisfy those needs only to the extent that they understand their customers. For
this reason, marketing strategies must incorporate knowledge of consumer behaviour into
every facet of a strategic marketing plan (Solomon, 2002)..

The understanding of consumer behaviour appeals to a set of different areas of

knowledge/factors: psychological, cultural social psychological, physio-pyschological,
genetics anthropology. One of them is the psychology since consumer behaviour deals
with emotions, beliefs and attitudes. Research on emotions within marketing has evolved
three approaches: the categories approach, the dimensions approach and the cognitive
appraisals approach (Watson and Spence, 2007).
11. Research Design

I propose to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to review and critique the industry norms and reports, on
which certain issues shall be selected, which I feel remain unanswered or liable to
change, this shall be further taken up in the next stage of exploratory research.
This stage shall help me to restrict and select only the important question and issue,
which inhabit growth and segmentation in the industry.
The various tasks that I have undertaken in the research design process are:
Defining the information need
Design the exploratory, descriptive

RESEARCH PROCESS
The research process has four distinct yet interrelated steps for research analysis it has a
logical and hierarchical ordering:
Determination of information research problem.

Development of appropriate research design.

Execution of research design.

Communication of results.
Each step is viewed as a separate process that includes a combination of task, step and
specific procedure. The steps undertake are logical, objective, systematic, reliable, valid,
impersonal and ongoing.

Type of Research

Descriptive Research-My research which is based on market survey about factors

influence the purchase of IT products and fact finding enquiries and gives a description of
the state of affairs as it exists at present.

Qualitative Research- The other form of research is concerned with qualitative

phenomenon i.e. ; phenomenon relating to or involving quality or kind as we are
interested in investigating the reasons for human behavior such as to what people think or
why do they do certain things. Through this research we discover the underlying motives
and desires of the industries using in depth interviews through which we find out how
they feel or think about the purchase of an IT product. Population of senior citizens is
vastly increasing nowadays, and so are the resorts around the Philippines and would
therefore have countless amounts of research materials to be considered for the
completion of the design. This was in favor for the researcher as there was no trouble in
acquiring data.
 Quantitative Research- It is based on the measurement of quantity or amount. It is
applicable to phenomena that can be expressed in terms of quantity. The researcher
needed to hear input from the various people that could be involved, if the development
was to be hypothetically realized. This was achieved through focus group discussions,
interviews, and other various statistical researches that gave the researcher numbers as to
how many people may be interested to go on a vacation in a resort in a given time, or
maybe how many rooms or guests are considered as a standard in a private resort. These
are just some data that affected the design solution that the researcher inculcated in his
design, and made him understand which design components of the development should
be given more attention, in accordance to what the society would want more to
experience.
 Participatory Research Method-
Interviews and focus group discussion played a vital role in the pre-design process of the
proposal. These served as guides for the researcher to be able to pinpoint various problems in
the design that may be answered by those that are particularly involved or may be involved in
the hypothetical completion of the project. Questionnaires were handed out in focus group
discussions to attain specific answers and narrow the objectives leading to a more accurate
solution to the design problem. Interviews were also considered since it is more intimate,
thus data collected in this type of research is more specific.

EXPLORATORY RESEARCH
The method I used for exploratory research was

 Secondary data

Secondary data

Information that already exists somewhere, having been collected for another purpose.
Sources include census reports, trade publications, and subscription services. There are
two types of secondary data: internal and external secondary data. Information compiled
inside or outside the organization for some purpose other than the current investigation
Researching information, which has already been published? Market information
compiled for purposes other than the current research effort; it can be internal data, such
as existing sales-tracking information, or it can be research conducted by someone else,
such as a market research company or the U.S. government.

Secondary source of data used consists of books and websites

 My proposal is to first conduct a intensive secondary research to understand the full
impact and implication of the industry, to review and critique the industry norms and
reports, on which certain issues shall be selected, which I feel remain unanswered or
liable to change, this shall be further taken up in the next stage of exploratory research.

DESCRIPTIVE RESEARCH

STEPS in the descriptive research:

 Statement of the problem

 Identification of information needed to solve the problem

 Selection or development of instruments for gathering the information

 Identification of target population and determination of sampling Plan.

 Design of procedure for information collection

 Collection of information

 Analysis of information

 Generalizations and/or predictions

METHOD USED
1. DESCRIPTIVE STATISTIC
2. SECONDARY DATA
 CONCLUSION

The suggestions given here in this project report is based on the

suggestions and experience of customers to whom the product ultimately
reaches.
Customer‘s satisfaction is the ultimate motto of every business.
Therefore orientation of marketing is entirely necessary for maintaining and
increasing the market share of any type of business. This can be achieved by
directly managerial, productive and marketing activities to awards
preference of the customers. For this achievement competitive efficiency
increases in quality, decrease in cost of production is essential.
In this present competitive market, the consumers have been described
as the "king". Thus it is very essential that every manufacturer should
manufacture those products and services that satisfy present needs of the
consumers. Consumer‘s orientation is of immense importance for image for
creating and maintaining the brand image in the minds of the consumers.
Since the sales of textiles is being seasonal and due to some other technical
reason, the company could not reach its usual profit percentage.
It may be concluded that the suggestions arrived that after the survey
should be adopted by the readymade garment industry to achieve higher
benefit.
Further most of the respondents feel that readymade men's wear saves
time as customers are giving importance to latest design and better quality
clothes. The manufacturer of readymade men's wear has to adopt above
things.
BIBLIOGRAPHY
 BIBLIOGRAPHY

Books:

Marketing Management - K.D Basava

Marketing Management – Sherlekar

Modern Marketing Management – Nair, Paul

Websites

www.//allenSolly.com

www.//madhra.adityabirla.com

http://www.madurafnl.com