market research

‘

A Report on Marketing Research

Submitted by: Umasaini.Tipirneni

Sangeeta Sinha

Course: P.G.Fashion Marketing

(2014-2016).

Date of Submission: 8th Dec 2014.

Duration of the Project :( 6Months)

Acknowledgement

I have taken across in this project. However; it would not have been possible without the kind

support and help of many individuals and organizations. I would like to extent my sincere thanks to

all of them. Am highly indebted to my teachers mainly……………

Mridu Vijh ……………………………………..

Sunil Gupte ……………………………………..

Shweta Minocha ……………………………………..

Harrop Grang …………………………………….

Ajeet Mishra …………………………………….

Vaibhavi Ranavade ……………………………………

Sulbha Jagat …………………………………….

Karishma …………………………………….

Ameesha …………………………………….

For their guidance and constant supervision as well as for providing necessary information

regarding the project and also for their support in completing the project. Would also like to express

my gratitude towards my parents for their kind co-operation and encouragement which helped me

in the completion of this project.

I would like to express my special gratitude and thanks to industry persons for giving me such

attention and time.

My thanks and appreciations also go to my classmates in developing the project and to the people

who have willingly helped me out with their abilities.

IndexChapter1……………………………………………………………………………………………………………………………………………5

Executive Summary…………………………………………………………………………………………………………5

Chapter2……………………………………………………………………………………………………………………………………………7

Secondary Data Analysis (Literature Review)………….……………………………………………………….7

Problem Statement……………..……….………………………………………………………………………………….7

Literature Review…………………………………………………………………………………………………………….7

Introduction…………………………………………………………………………………………………………………….7

Outlets…………………………………………………………………………………………………………………………….8

Also Designed For……………………………………………………………………………………………………………13

Brand Label Introduction…………………………………………………………………………………………………16

Marketing Mix……………………………………………………………………….………………..……………………..17

Spring-Summer 2013 Collection……………………………………………………………………………………..30

Art Disco………………………………………………………………………………………………….31

Rich Design Heritage……………………………………………………………………………….36

Indo-European Fashion……………………………………………………………………………42

Siyaram’s…………………………………………………………………………………………………………………….

Chapter3…………………………………………………………………………………………………………………………………………51

Primary Research…………………………………………………………………………………………………………..51

U.S.P……………………………………..…………………………………………………………….51

Price………………………..…………………………………………………………………………..51

Distribution Channel…………………………………………………………………………….51

Competitors………………………………………………………………………………………….51

Merchandise Sold………………………….………………………………………………………51

SWOT Analysis………….……………………………………………………………………………52

Retail Structure…………………………………………………………………………………….53

Chapter4…………………………………………………………………………………………………………………………………………54

Research Synopsis………………………………………………………………………………………………………….54

Data Analysis & Interpretation……………………………………………………………………………..….55-64

Chapter5…………………………………………………………………………………………………………………………………………65

Recommendations & Suggestions………………………………………………………………………………….65

Chapter6…………………………………………………………………………………………………………………………………………65

Limitations…………………………………………………………………………………………………………………….65

Chapter7…………………………………………………………………………………………………………………………………………

Conclusion…………………………………………………………………………………………………………………….

Chapter8…………………………………………………………………………………………………………………………………………

Bibliography………………………………………………………………………………………………………………….

Chapter9…………………………………………………………………………………………………………………………………………

Appendix……………………………………………………………………………………………………………………….

Chapter1

Executive Summary:

I have chosen Ritu Kumar (Women’s ware) as my topic because .Ritu Kumar is the first women to introduce the

“boutique” culture in India. She is the one of the Indian designer who represents our country and promotes

our rich heritage on an international leve.Her work motivates use to experiment and explore various

traditional art works of India. Her work is constantly evolving within an aesthetic which is sophisticated both in

the eastern and western sense.

Available at:www.ritukumar.com/bandhej/[Accessed 6thsep 2014]

Problem Statement:

To study the brand image of Ritu Kumar (women’s ware)and Raymond(menswear) brand image,USP,Employee

Reviews and customer satisfaction, marketing strategy.

Secondary Analysis:

Literature review

Introduction

Ritu Kumar is one of India’s foremost designers. She has developed a unique style of her own.

She is also credited as being one of the first Indian designers who was catalytic in bringing a

contemporary idiom to several ancient skills and has been a strong force in marketing them to a

dynamic modern India.

she has also evolved another style for the young buyer, a collection that in her words has “Redefined

traditional handwriting to meet the changing needs of the new generation”.

She has created a new “classism of ancient designs and innovative use of traditional designs”.

The inspiration of these garments is basic Indian motifs, prints and embroideries but with the

usage of a wide range of western silhouettes mingled with Indian styles.

she has also evolved another style for the young buyer, a collection that in her words has

“Redefined traditional handwriting to meet the changing needs of the new generation”.

RITU KUMAR began her career in 1969 with just four hand block printers and two tables in a small village

near Kolkata. And today the brand retails from nearly 35 stores in India.

Today she has outlets in 14 cities in India.

Outlets in India:

East India: Kolkata.

West India: Mumbai, Pune, Ahmedabad, Surat, Raipur.

North India: Delhi, Gurgaon, Ludhiana, Chandigarh, Amritsar,

Lucknow, Jalandhar.

South India: Chennai, Bangalore, Hyderabad.

International store: Dubai.

OUTLETS LOCATIONS:

Ritu Kumar Store locations

In 4 Locations Mumbai.

In 3 Locations Bangalore.

In 2 Locations Gurgaon.

In 1 Location Hyderabad.

In 1 Location Kolkata.

In 1 Location Noida.

In 1 Location Delhi.

Available at: www.google.co.in[Accessed 6\09\14]

ALSO DESIGNED FOR……

Her regular clients: Vaidya Balan, Ashwarya Rai Bachan, Priyanka chopra, Dia mirza.

She also designed wardrobes for “Famine Miss World” contests who participated in …

Such as

Famine Miss Universe.

Famine Miss World.

Famine Asia Pacific.

Her book “Costumes and Textiles of Royal India” published by Christies in October 1999 chronicles

the history of textiles and art design in India.

Available at:www.ritukumar.com/bandhej/ (Accessed 04\|09\14)]

LABLE

BRANDS

Available at: www.ritukumar.com/bandhej/[Accessed 6thsep 2014]

LABEL

LABEL, Ritu Kumar is proud to patron symbols of India's contemporary cultural energy.

In 2002, the company launched a sub-brand LABEL Ritu Kumar, spearheaded by her son Amrish Kumar

This is aimed at the young, global Indian woman with a contemporary lifestyle. LABEL retails from all

Ritu Kumar stores as well as some stand-alone stores.

She is planning to aggressively to expand the “Footprint” of her brand “LABEL “by the count to over

next 100 years.

Ritika Pvt Ltd - Gurgaon, India

This manufactures of the saree, langa, salwar kamez

Dhupetta, dhoti, gota, chunne.

Marketing Mix

Product Categories:

Available at:www.ritukumar.com/bandhej/(Accessed 04\|09\14)]

Dresses

Tunics

Tops

Jackets

Skirts\Pants

Bags

Dresses:

Available at: www.labelritukumar.com/accessories.html/(Accessed 04\|10\14)]


Tunic:


Tops:


Jackets:


Skirts\Pants:


Bags:



o Kurtis.

o Suits.-Classic, Bridal suits.

o Saris.

o Lehengas-Bridal, Classic Skirts.

o Accessories-Classic Bags, Festive Bags.

Kurtis:

Available at:www.ritukumar.com/Kurtis/[Accessed 04\|09\14)]

Suits :( Classic)

Available at:www.ritukumar.com/Suits/Classic/[Accessed 04\|09\14)]

(Bridal Suits):

Available at:www.ritukumar.com/Suits/BridalSuits/[Accessed 04\|09\14)]

Saris:

Available at:www.ritukumar.com/Saris/[Accessed 04\|09\14)]

Lehengas:( Bridal)

Available at:www.ritukumar.com/lehenga/bridal[Accessed 04\|09\14)]

Lehengas:( Classic Skirts)

Available at:www.ritukumar.com/lehenga/Classic Skirts[Accessed 04\|09\14)]

Bags :( Classic):

Leather Ready modes Accessories using Traditional Techniques:



Bags :( Festive Bags)

Available at:www.ritukumar.com/accessories/bags[Accessed6thSep2014]

Tree of Life:

1) Bandhej:


2) Chikan:


3) Devi Mandala:


4) Hand-block Printing:


5) Khadi:


7) Paisleys and Chintz:


8) Zardozi:


Promotion

Wills Lifestyle Fashion Week 2013

ART DISCO

“A Mistry of graphics with its aesthetic message wonderfully suited to both India and Europe.”

Resembling the Motifs and mood of the era “Svelte evening ware embellishments exclude themes and

inspirations from architecture”.

Colour azure bare blazing colours rich deep inks, bold and treatment made by serigraphy and

lithography spell glamour, romanticism and wit.

Expanding of fabrics silk, chiffon, crepe and twill.

Salivate resembling dropped waist, bold forms, delicate embroideries are juxtaposed with modern

technique and shaping.

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-FASHION-WEEK-2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP 2014]

“RICH DESIGNE HERATAGE”


As of “European influence on Indian royalty during the pre-partition period”.

Utilizing of rich tapestries, laces, brocades, embroideries

Now carrying forward the “vintage mood of the previous segment”, but it is in “Indian avatar”.

Chintzes luxurious graceful colours curliness feminine lines of paisleys.

Collection ends up with…..

Regal collection of gold, black and jeweled ensembles reminiscent of India in mid-20th

century.

Retail Marketing

Industry Supply Chain

The apparel industry supply chain can be broadly categorized into six major components-

Raw Materials

Textaile plants

Apparel Plants

Export Chains

Retail Store

Customer

Manufacturing Workflow: Consumption planning to order fabric

Fabric order placement

Receipt of fabric

Fabric inspection

(Check physical appearance and properties)

Marker Planning

(For bulk production)

Sampling

Spreading & Cutting

Presiding operations

(Fusing, embroidery, marking- if required in style)

Bundling

Feeding in lines

(As per production plan)

Finishing

Packing

Warehousing

Packing and dispatch

Garment Engineering:

It starts in designing development stage because it is directly effects the costing of the garment.

People Involved: Designers, Sample room manager, industrial engineering and production management should all report form cutting to finishing.

Seam types Stitch types Machine types Attachments Special work aids Fabric consumption Cutting Finishing

CAD Department:

Receiving tech pack:: Tech pack is received from head office that contains all the information regarding the style illustration, size, trims, colors, stitch and seam class, fit, sampling details, and packing and finishing details.

Make basic pattern: Basic patterns made manually by pattern master in one base.

Digitizing: This base size is then digitized on the Gerber digitizer board.

Grading: pattern grading is the process where by patterns of different sizes are produced from the orginal master pattern .this process can be performed manually or automatically by a computerized syatem

Incorporating shrinkage in pattern grading:

First fabric has to be relaxed so that there is no tension or strain during rolling or unrolling while

layering or cutting. This will ensure that there is minimum shrinkage in garments.

So unwashed garments are made with additional shrinkage tolerance included so that they gain

their original measurements after washing.

Woven fabric garments shrink about 2-3%. This shrinkage incorporated in patterns could be

Lengthwise or width wise depending on type of fabric.

Shrinkage adjusting:

Shrinkage adjustments should not distort the original shape and balance of the patterns. When shrinkage is applied to a panel in garment all corresponding patterns must also be applied with Shrinkage adjustments.

Gerber plotter printing:

Send patterns to cutting department:

Fabric Store:

This is the most important department of the unit, where in the quality and quantity of fabric is inspected as

soon as it is received in the store.

Workflow of Fabric Store:

Receive P.O at head office D/O

Fabric received at gateDocument are sent to dept. for checking

Documents Verified Bales received in fabric dept.

Fabric unloadedBales counting

Bales opened Swatches and cuts maintained

JC&GRN MadeChecking 4 point system

Fabric mounted on greasy perch Fabric sent for inspection

FCR preparedFabric stored

Fabric Visual Inspection:

Fabric Inspection Machine:

This is used to inspect the fabric defects and measure the total meters of the fabric.

Fabric Tests:

Fabric Shrinkage:

A very important factor for any physical inspection. Mistakes in appropriate

checking might prove disadvantageous by production.

Colour Fastness or Crocking:

In order to check color fastness, 2 fabric swatches are taken. On 1 of the swatch, a white seam is put on all

the four sides of the fabric. Both of the them are washed and the results are compared. If it is stained or

slotted then it’s rejected.

C.S or Centre Selvedge test:

Fabric Defects:

Abrasion Mark: A place in the fabric where the surface has been damaged due to friction or

abnormally weakened by any operation through which it has been passed.

Misprint: In printed fabrics, either missed, or partially missed, or incorrectly positioned relative to

each other.

Double Pick: Two yarns running simultaneously, mostly in the weft yarn.

Hole: A breakage of yarns in the fabric involving more than two yarns.

Contamination: Colored fibers with the warp or weft fibers.

Dye Stain: An area of discoloration due to uneven absorption of colorant

Slubs: An abruptly thickened place in a yarn.

Fabric issued to cutting room as and when required

Trims Stores

This store is responsible for storing and neatly maintaining the trims received from the suppliers, approved H/O.

Workflow of Trims Store:

Different types of trims:

Buttons

Hooks

Badges

Zippers

Collar pick bone

Tags : brand name, collection name and fit type

Labels : wash care, size and fit, brand

Fusible labels

Leather patches

Twill tape/ Cross grain tape ( cotton/polyester)

Needles

Threads : sewing and embroidery

Receive W/OPurchase dept. issues D/O to

supplierChillan

Trims receivingCheckingMake trims card

Issue for stitching according to production plan

Laces

Packing materials: hangers, collar stand, brand label, packing box, polybag

Spreading and Cutting Department

Spreading:

Spreading is the process of unwinding large rolls of fabric onto long, wide tables and laying them in

superimposed plies of specified length.

The number of lays depends upon the number of garments desired and the fabric thickness.

The maximum cutting width is the usable fabric width minus selvedge or needle marks caused by

stencil marks.

Fabric utilization is the amount of fabric actually utilized in the marker as the percentage of the total

fabric area.

The cutting marker is laid on the topmost layer.

Cutting

Cutting Parameters:

Precision in cutting: To ensure the cutting of fabric - accurately according to the line drown of the

marker plan.

Clean edge: By avoiding the fraying out of yarn from the fabric edge. Cutting edge must be smooth

clean. Knife must be sharp for smooth or clean edge.

Consistency in cutting: All the sizing safe of the cutting parts should be same of knife should be

operated of the right angle of the fabric lay.

Types of Cutting Equipment’s:

Scissors

Round knife

Straight knife

Band knife cutting m/c

Die cutting ( collars and cuffs )

Sampling Department

The sampling for each season begins according to the product cycle of style. This process is also called Product

development (P.D). One should also know the tentative size ratio in each style. This is because the costing of

the product depends highly on the fabric consumption. Kinds of samples prepared:

1) Photo sample: only sketch/illustration of the garment is present in the photo sample sheet.

2) Fit sample: one sample in base size measurement is made and send for approval at head office.

3) Size set: one garment sample in each size is prepared and sent for approval. No need to add the

trims to the garment.

4) PP sample: This is the pre-production sample that is the exact replica like original sample.

5) Shipment sample: A random sample is picked from the production lot and sent for approval.

Production Department

Sewing Process:

Industrial Sewing:

Pre-Sewing Functions: When the fabric is placed on the working table, the tasks that are

performed before the sewing process include - recognizing the fabric's shape, edges that will be sewn,

planning of the sewing process and identification of the seam line.

Fabric Edges to be Sewn: There are two basic types of stitches - one is that are for joining two

parts of cloth together and the second one is done for decorative purposes. Sometimes, both types of

stitching have to be done on some parts of cloth

Planning of Sewing Process: Sequence of seams to be stitched is determined before the sewing

starts. Which part will be joined first, what stitches will follow one another, etc. are decided. However,

some stitches have to be necessarily done before or after another stitch.

Identification of Seam Lines:

Sewing Fabric: The sewing process consists of mainly three functions - guiding fabric towards

needle; sewing of the fabric edge; and rotation around the needle. The fabric is guided along the sewing

line with a certain speed that is in harmony with the speed of sewing machine

Production Planning, Scheduling and Controlling

Planning:

Scheduling:

Controlling:

Key Factors In Controlling and Scheduling:

Production Flow: This refers to the series in which the garment moves from one workstation to another,

requiring completion of the desired operation. The garments move from one work station to another in a

straight line.

Production Quality Control:

The costs of quality come from:

Style

fabric and trimmings;

cutting and making and packing (including repairs and rejects);

Quality control function;

Learning time of the workers;

Work content;

Present productivity;

Other overhead costs (like salary, electricity, administrative cost, maintenance, transport etc.)

Quality Control Department

Quality Characteristics:

Quality Specifications:

Factory Specifications:

Cloth and trimmings, button spacing

Threads, needle types and sizes, by fabric and seam type

Stitches per inch or per 2 cms

Seam types, seam margins and tolerances

Cutting standards

Style or Garment Specifications: Items of difference Special size ranges and grading Key features and quality points

Department wise quality system in factory1) Fabric Stores:

Neatly arrange the fabric rolls received and maintaining the department cleanliness to avoid spotting

and contamination of the fabrics. Packing the fabrics in plastic sheets can be useful.

Fabric inspection is done on 4 point system.

Shade cards/fabric quality swatches for each style approved by the PO are maintained.

2) Trims Stores:

Trims stores have racking system to store the trims in a proper order.

Trims card for each PO/style being processed should be maintained.

3) Cutting Section:

4) Sewing Section:

Each operator is advised to clean their machine and area before start of work in the morning and

after lunch- waste fabric is issued to the operator for the same

5) Finishing Section:

Daily checking report is maintained.

Measurement audit report is maintained.

Pre-final auditing is also gone on garments.

Defective cartoons are replaced by good cartoons.

6) Packing and Despatch Section:

Separate departments are maintained for top wear and bottom wear.

The fully packed garments are racked in sequential manner and each rack is given a number for

identification.

Garments are stored brand wise, sidewise, and garment wise.

Barcode snickering is done and checked.

Packing in inners and outer cartoons is done according to the size ratio or packing specifications as

specified.

Goods to be shipped are packed readily with proper covering and sealing and kept near the main gate

to be loaded in the cargo.

Proper recording of dispatch, packing and stock stored in-house pending for shipment are maintained

along with Chelan entries of cargo and transportation services.

7)Entire Working Area:

Each operator to wear mask to avoid inhalation of dust inside the factory.

Dust collection bags for each work station/machine.

Separate area for storing rejected garments.

Proper covering of stored pieces.

Finishing Department

The finishing process includes all those activities concerned with making the appearance of the fabric more

presentable. It includes activities like stain removal, thread trimmings, washing, ironing, tagging, and hanger

alignment.

Barrack: Putting barracks on loops, pockets etc.

Washing: Sometimes, the buyers demand that garments must be given a wash after stitching.

Button, button hole and rivet attach

Extra Thread trimming: The extra threads which have been left uncut are trimmed. This can be

done manually with thread cutters.

Stain removal:

Thread sucking: this is done to remove the threads stuck to the fabric surface that are too minute

to remove. For this, a thread sucking machine is used to remove threads with air blow and vacuum

sucking

End of line inspection: Garments are compared against measurements and tolerances, defects,

loose and misaligned threads and buttons, open seams etc.

Alteration: Any garment found faulty of defects will be sent for alteration.

Ironing: After all these steps, the garments are ironed in a proper manner, folding on the right

creases. Steam ironing is preferred. The garment measurements are continuously monitored at the

time of ironing also

Workflow of Finishing:

Packing and Finishing

Order Processing, Packaging and Dispatch

Order Processing:

Order processing is the period between the time of placement of the order by the buyer to the time of arrival

of the goods at his destination. This cycle is made up of the transmission of the order, document processing in

the department and shipment of goods.

Packing:

Barrack and

Buttonholing WashingButton and rivet

attach

Thread trimmingStain removalThread sucking

End of line inspection Alteration Ironing

Tagging and StitchingPackingWare holding

Human Resource

Human Resource Department deals with management of people within the organization. Human Resource is

conferred with the responsibility of ensuring that all members of staff perform to their best ability and is also

responsible for organisation’s activities designed to attract, train, develop and maintain an effective workforce.

One important aspect of this is planning for employees in the organisation.it are important that the

organisation ensures that all the employees under its wing are just enough to increase value to the

organization.

1. Salary: In the range of Rs.1, 97,500/- p.m. to Rs.5, 00,000/- p.m.

The same is bifurcated as under: -

(i) Present Basic Salary: Rs. 1, 25,000/- p.m.

(ii) House Rent Allowance: 50% of the Basic Salary i.e. Rs.62,500/-p.m.

(iii) Special Allowance: Rs.10, 000/- p.m.

2. Commission:

Commission will be fixed by the Board of Directors of the Company,

The amount of commission will be payable after the annual accounts are approved by the Board of Directors

and adopted by the shareholders.

3. Perquisites:

In addition to the salary and commission, the following perquisites shall also be allowed:

a)Medical Compensation:

Compensation of medical expenses incurred in India or abroad including hospitalization, nursing home and

surgical charges and premium for medical insurance incurred for self and family. In case of any medical

treatment abroad, the traveling, boarding and lodging expenses for the patient and the attendant will also be

paid by the Company.

b) Leave Travel Concession:

Compensation of actual traveling expenses for proceeding on leave once in a year in respect for self and family,

whether in India or abroad.

c) Club Membership Fees:

Fees of Clubs including admission and life membership.

d) Personal Accident Insurance: The actual premium paid.

e) Provident Fund, Superannuation Fund and Annuity Fund:

Contributions to Provident Fund, Superannuation and Annuity Fund shall be payable as per rules of the

Company.

f)Gratuity:

Gratuity shall be payable at half month’s salary for each completed year of service.

g) Leave and encashment of Leave:

The Executive Director shall be entitled to leave with full pay as per the rules of the Company and will be

entitled to encase the accumulated leave at the end of the tenure / retirement.

h)Use of Car with driver:

The Company shall provide fully maintained car with driver.

i)Free telephone, facsimile and other communication facilities:

The Company shall provide free telephone, facsimile and other communication facilities at the appointees’

residence.

Share Transfer and Shareholders’/ Investors’ Grievance Committee:

Terms of Reference:

The Shareholders’/Investors’ Grievance Committee deals with all matters relating to transfer of Shares, issue of

duplicate/ new shares, sub-divided and consolidated share certificates, demit / merit, Shareholders/Investors

Grievance and its redressed.

Commitment to Environment:

Heavy preference on physical processes

Minimize use of water and effluents.

Use only environmentally safe chemicals and dyes

Certified effluent treatment facilities

ACCOUNTS

Liquidity Ratio:

Current ratio = current assets/current liabilities

= 53,049.55 / 38,804.97

= 1.36

The ideal ratio is 2:1. But this company’s ratio is lesser than that. Thus we can say that the current assets are not enough to meet the requirements of current liabilities

Activity or turnover ratio;

Cost of goods sold = Opening stock + Purchases + Direct expenses-closing stock

=38,401.37 + 6,250.43+1, 22,118.47-30,973.24

=135,797.03

Cost of goods sold = Sales – Gross Profit

=634.01-12,717

=12,082.99

Average stock =Opening stock + Closing stock/2

=38,401.37 +30,973.24 /2

=53,887.99

Stock Turn over= Cost of goods sold/ Average stock

=135,797.03/53,887.99

=2.51

Debtors Turnover Ratio:

Debtors Turnover Ratio =Net credit annual sales/ Average debtors

=

=

Creditors Turnover Ratio:

Creditors turnover ratio =Net credit purchases

Average trade creditors and / or avg bill payables

=

=

Working Capital Turnover Ratio:

Working Capital= Current Assets- Current Liabilities

= 53,049.55 / 38,804.97

= 1.36

Profitability Ratio:

Gross Profit Ratio= Gross Profit/ Sales x 100

=12,717/1,58,848.92*100

=8.00

Operating Ratio= Operating Net Profit/ Sales x 100

=1,390.47/1,58,848.92*100

=0.87

Net Profit Ratio=Net Profit After Tax/ Sales x 100

= 6,356.78/1,58,848.92 *100

=4.00

Stock Turnover Ratio = Cost of Goods Sold / Average Stock

=12,082.99/53,887.99

=0.22

Chapter 3

Primary analysis:

U.S.P:Cultural heritage of textiles.

Prise:

category Prise

Tops starting from INR2,000-5,000

Cotton suits INR5,000-15to20,000

Kurtis INR3,000-10,000

Heavy Kurtis INR14,000

series INR20,000-1to2Lakhs

Distribution Channel:

Competitors : Sabyasachi mukherji, Fab India

Merchandise sold:

Fabric cotton,chiffon,georgette,and jersey

Colours Colours will be according to the themes\seasons

Silhouette Lehenga,Saris,Kurtis,Suits, Jackets

Sizes S, M, L, XL, XXL.

Neck lines All different kind of neck lines.

Designer production stores Coustmer

SWOT Analysis

Strength

Recognised as a heritage of textiles.

Was catalytic in bringing a contemporary idiom to several

ancient skills.

Promoted by a popular celebrities.

Brand is very popular

Weakness Has huge computation from upcoming brands, Hence brand

switching is always high.

Opportunities Expansion of products and services.

Threats Because of the huge competitors have to speedily come up with

the new trends and with showcasing in new fashion weeks

Retail structure:

[Picture clicked on 20 th sep 2014R-city Mall]

[Picture clicked on 20 th sep 2014\Infity mall 1]

Chapter4

Research synopsis

Problem statement:

Identification of the product mix, customer feedback and marketing strategies at Ritu Kumar, Mumbai.

Objectives:

Client profile: study of the age group, sex lifestyle, need and buying patterns of the customers.

The demand trend existing in Ritu Kumar identifies mostly the cultural heritage of textiles

(handlooms).

Sub objectives:

Factors impact to the success of Ritu Kumar, Mumbai.

Research design:

Sampling unit of Ritu Kumar:

A sampling size of 46 is decided.

Data Analysis & Interpretation:

1Q)

a)Design b)Details c)Style d)Colours e)Fabric

60

22

44

12 8

0

0

0

00

AspectFemale Male

When speaking of what are the aspects you see when shopping .Nearly 60%of people choose for design of the

garment and, 44% of people choose to for Style. Remaining very few percentages of people will follow the

details, colours and fabrics .It can mean that the most of the responders would like to see Design and Style

when they shop.

2Q)

a)Friends b)Family c)Sales person d)Self

48 28 2 30

0 0 0 0

Influence buying decisionFemale Male

Among the survey of responders .Most of their buying decision is influenced by friends, Family and self .Among

this responders 48%of peoples their Friends influence their Buying decision. And28% of people there Family

influence their buying decision, only 30%of people will take their self-decision while they shop.

………………………………………………………………………………………………………………………

3Q)

a)Vogueb)Elle

c)Fashiond)Bazar

0

10

20

30

40

50

60

Female

Male

54

34

42

FemaleMale

Among all the survey54 % of the responders prefer to read Vogue and 34% of people prefer to read

Elle .Remaining only 4% of people prefer to read Fashion and Bazar.

4Q)

a)Manish Malhotra

b)Sabyasachi Muknerji

c)Ritu Kumar d)Fab India e)Neeta lulla

24

40

24 24

0

Prefer for Handloom

Female Male

Here In the observation 40%of people prefers Sabyasachi Muknerji for the Handloom products .We can see

most of the responders prefer Manish Malhotra and Fab India for the Handloom products .only 24% of people

prefer Ritu Kumar.

………………………………………………………………………………………………………………………

5Q)

a)Bridal Wear b)Western Wear c)Indo-Western d)Casual

59

0

36

6

Kind of Clothing

Female Male

This figure shows nearly 59% of responders prefer Bridal Ware in Ritu Kumar and 36% of people prefer Indo-

Western only 6%prefer Casual wear .Here according to the survey we can the buying decision of the

responders is in Ritu Kumar is mostly they prefer Bridal and Indo-Western.

6Q)

a)Style b)design c)Textail d)Embroidery

26

14

34

18

Like most

Female Male

This figure says what do you like most in Ritu Kumar most of the 34% of people says Textiles 26% says Style

and 18% says Embroidery ,But only 14% of people prefer Design .Here in observation says most of the people

would like Textual aspect in Ritu Kumar .

………………………………………………………………………………………………………………………

7Q)

a)Occasions b)To Collage c)To Parties d)Casually

66

0

204

Garments on

Female Male

According to the Pie Chart 66% of consumers in Ritu Kumar prefer to Ware Ritu Kumar product on occasions

20% of responders prefer to ware in parties and only 4% wear as casual.

8Q)

a)Sales b)Festivals c)Family Occasions d)Generally

24 26

34

22

0 0 0 0

Purchase During

Female Male

According to the survey 22%of responders purchase from Ritu Kumar generally, 34%prople on their family

occasions 26%in festivals 24%Sales .here majority of people prefer to buy in generally in Ritu Kumar

………………………………………………………………………………………………………………………

9Q)

a)Manish Malho-tra b)Sabyasachi

Muknerji c)Tarun Tahilianid)J.J.Valya

3846

12

2

00

00

Other Preferences

Female Male

Here according to the figure we can see that most of the 46% of the responders prefer Sabyasachi Muherji for

the Bridal Wear. And 38% of the people prefer Manish Malhotra for the Bridal Wear .Only 12% of responders

prefers Tarun Tahiliani and J.J.Valya for the Indian Bridal Wear.

10Q)

a)Yes b)No

38

46

0 0

Product Range-Product QualityFemale Male

Here most of the responders says Ritu Kumar yes .38% of the responders says yes the product range in Ritu

Kumar are as per the quality.

………………………………………………………………………………………………………………………

11Q)

a)Yes b)No

12

2

0 0

Enjoy shopping InFemale Male

However there is no surprising to see that 12% of the responders enjoy shopping in Ritu Kumar only 2% says

they don’t enjoy shopping in Ritu Kumar

12Q)

a)Yes b)No

82

60 0

TrendFemale Male

Among all the survey 82% of the responders says that products in Ritu Kumar are as per trend. But also there

are 6% of responders says no.

....................................................................................................................................................................................

13Q)

a)Yes

b)No

76

12

00

ExperenceFemale Male

Among the survey more than 76% of responders experience made them to come back to the store.

14Q)

a)Tradiational b)Western c)Indo-Western

56

30

0 0 0

As a BrandFemale Male

This question is to find out what is Ritu Kumar as a brand majority of 56% responders says Traditional .and only

30% says it’s Indo-Western.

………………………………………………………………………………………………………………………

15Q)

a)Sizeb)Colour

c)Style

82

6

72

00

0

Able to FindFemale Male

This figure explains more than 82% of responders find their preferred product in all sizes were as 72% says

they find their preferred products in all colour and in all styles.

16Q)

a)Bags b)Footwear c)Jewellery d)Only garments

6

14

8

70

0 0 0 0

What you Prefer?Female Male

According to the figure says 70% of people prefer only garments in Ritu Kumar and 6% prefer to buy Bags.

………………………………………………………………………………………………………………………

17Q)

a)15-25 b)30-40 c)50-60 and above.

58

28

0

0

0

0

Age GoupeFemale Male

Most responders are from young and successful (15-25) they are more than 58%..Were as you can notice that

28% of responders are in the age (30-40).they are loyal responders who keep come back for purchase.

18Q) Gender:

88

Female

a)Maleb)Female

88% of the responders in Ritu Kumar are only Women because its only women’s wear.

………………………………………………………………………………………………………………………

19Q)

a)Student b)Govt.Service c)Self-employed d)Housewife

42

0

34

12

0

0

0

0

OccupationFemale Male

Here as per the figure 42% are the students and 34% are self-employes.Ritu Kumar has a deep impact in the

universities and it is attributed to the marketing strategy of young and stylish new generation promotions. And

also we can see only 12% of housewife’s are the responders of Ritu Kumar.

Chapter6

Limitations:

While doing the questioner I face some limitations like there first of all Ritu Kumar customers

are very rare to find.

Many of the people are not interested to spend their time to fill questioner.

When I visited to Infinity Mall the people in the Ritu Kumar store are not bothered.

Chapter7

Ritu Kumar as a brand is mostly known for Textiles. As that is proved in the questioner also. Ritu Kumar has

opened many outlets in India. HER forte is traditional Indian clothes that drown heavily on the textiles and

embroidery heritage of India and remains classics of their kind. And she developed a unique style of her own.

Ritu Kumar understanding of ancient designs and the innovative use of traditional crafts has created a new

classicism. She has created wallets, handbags and stoles for the joint venture.

Chapter8

Bibliography:

www.ritukumar.com/bandhej/

AVAILABLE FROM: WWW.PEACHESANDBLUSH.COM/2012/10/WILLS-LIFESTYLE-INDIA-

FASHION-WEEK-2013-SPRING-SUMMER-FINALE-RITU-KUMAR.HTML. [ACCESSED 16 SEP

2014]

Available at:www.ritukumar.com/bandhej/[Accessed 6thsep 2014].

Available at: www.google.co.in[Accessed 6\09\14]

Available at :www.labelritukumar.com/accessories.html/(Accessed 04\|10\14)]

Available at:www.ritukumar.com/Suits/Classic/[Accessed 04\|09\14)]

Available at: http://www.slideshare.net/Dharmikpatel7992/textile-industry-of-india-case-

analysis-of-siyaram-silk-mill

Chapter9

I am a student from Pearl Academy, researching Ritu Kumar want your feedback

1) What are the aspects you see when you shop?

a) Design b) Details.

c) Style. d) Colours.

e) Fabric.

2) Who influence your buying decision?

a) Friends b) family.

c) Sales person. d) Self.

3) Which magazines you prefer to read?

a) vogue. b) Elle.

c) Fashion. d) Bazar.

4) For the handloom products, which brand you prefer?

a) Manish Malhotra. b) Sabyasachi Muknerji.

c) Ritu Kumar. d) Fab India.

e) Neeta Lulla.

5) What kind of clothing you refer while shopping in Ritu Kumar?

a) Bridal wear. b) Western wear.

c) Indo-western. d) casual.

6) What do you like most in Ritu Kumar?

a) Style. b) Design.

c) Textile. c) Embroidery.

7) You wear Ritu Kumar (garments) on:

a) Occasions. b) To college.

c) To parties d) casually.

8) You purchase from Ritu Kumar during?

a) Sales. b) Festivals.

c) Family Occasions. d) Generally.

9) Which other Indian bridal wear brands you prefer of?

a) Manish Malhotra. b) Sabyasachi muherji.

c) Tarun Tahiliani. d) J.J.Valya.

10) Do you think products ranges in Ritu Kumar are related to product quality?

a) Yes b) No

11) Do you enjoy shopping in Ritu Kumar? a) Yes b) No

12) Collections in the stores of Ritu Kumar are they always in trend? a) Yes b) No

13) Did your experience make you to come back to the store? a) Yes b) No

14) What is Ritu Kumar as a brand?

a) Traditional. b) Western.

d) Indo-western.

15) You are able to find your preferred garment in all:

a) Size b) colour c) Style.

16) What you prefer shop in Ritu Kumar?

a) Bags b) Footwear

c) Jewellery d) only garments.

17) What do you expect more from the brand: ________________________________

19) Name: …………………………………..

20) Address: ………………………………

21) Age : a) 15-25 b)30- 40 d) 50-60 and above.

22) Sex : a) Male b) Female.

23) Occupation

a) Student b) Govt. Service

c) Self-employed d) Housewife.

e)Service

Thank you

Bibliography

Reference:

Available from: www.peachesandblush.com/2012/10/wills-lifestyle-india-fashion-week-2013-spring-summer-finale-ritu-kumar.html. [Accessed 16 Sep 2014].

Available at:www.ritukumar.com/bandhej/[Accessed 6thsep 2014].

market research

Documents

marketing research

brand image of ritu

secondary analysis

fashion marketing

marketing strategy

ritu kumar womens ware

swot analysis

data analysis interpretation