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1 Growth of Reid & Taylor through Market Segmentation

LIST OF TABLES

ANALYSIS OF DEALERS

SI. No. Title

1. Table showing perception of the dealer about the fabric

2. Table showing order time or taken by the dealer to order the fabric

3. Table showing the material the dealer would purchase the most

4.Table showing the convincing factor that influenced the dealer to take up the

fabric

5.Table showing the purchase of the fabric in accordence with price and age group

6.Table showing the purchase of the various fabric with respect to the age group

7.Table showing the bifurcation of the customers in accordance with the class they

belong to

8 Table showing the various customers from various profession who buy the fabrics

9 Table showing the background of the customer.

10 Table showing the ranking provided by the various fabric brands

11 Table showing the level of satisfaction of the service o f r& t

12 Table showing the awareness of the campaign of r& t

13 Table showing the season sales of the worsted fabrics

14 Table showing the reason for taking up of the dealership of r & t

15 Table showing the major focus of the customer on the purchase of the fabric

16 Table showing the purchase decision & priorities of the customer


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ANALYSIS FOR CUSTOMERS

1 Table showing the purpose or reason for buying reid and taylor fabrics

2 Table showing the fabric ranking by the customers

3 Table showing brand association of reid and taylor

4 Table showing the purchase trend of reid and taylor fabric

5 Table showing the purpose for the purchase

6 Table showing the time of purchase of worsted fabric

7 Table showing the visit to the shop

8 Table showing perception on quality of the fabric

9 Table showing perception of reid and taylor fabric price

10 Table showing the sources which let you known about reid and taylor

11 Table showing the availability of the fabric

12 Table showing the price range purchase of different fabrics category

13 Table showing the purchase of the suitings

14 Table showing the point of purchase

15 Table showing the purchase decision parameters


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CONTENTS

SL.NO CHAPTER NAME PAGE-

NO

CHAPTER-I INTRODUCTION

CHAPTER-II A BRIEF PROFILE ABOUT-

SKUMARS PVT LTD

CHAPTER-III THEORITICAL ASPECTS

REGARDING MARKET

SEGMENTATION

CHAPTER-IV MARKET SEGMENTA TION IN

REID & TAYLOR-AN ANALYSIS

CHAPTER-VSUMMARY OF FINDINGS,

SUGGESTIONS AND

CONCLUSION

BIBILOGRAPHY

ANNEXURES:

QUESTIONNAIRE


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INTRODUCTION


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CHAPTER-I

INTRODUCTION

To compete successfully in the fast-changing and challenging global markets of the

twenty-first century, business and technology firms (large and small) should use segmentation

techniques and strategies to find their competitive advantage. Relevant market selection options

are differentiation, concentration, and atomization.

Market differentiation means that the firm designs two or more marketing strategies to serve

designated segments based on differing customer characteristics and needs. Concentrated

marketers recognize the diversity of the marketplace but choose to attack a single target market

opportunitythis is generally cost efficient and enables management to focus on what they do

best. An atomization approach develops individualized marketing programs for each key

prospect or customeralthough costly, this strategy may prove very successful. Also, do not

forget the value of niche marketing in your segmentation planning.

segmentation-driven marketing strategy helps companies design responsive

products, develop effective promotional tactics and campaigns, gauge competitive and fine-tune

current marketing initiatives. In spite of numerous - benefits, marketers must also recognize

that segmentation strategy is generally more costly than mass marketing and necessitates a

major commitment by management to customer-oriented planning, research,

implementation, and control.


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OBJECTIVE OF STUDY:

To have a better understanding off fie market of Reid &Taylor To know various tools of analysis for knowing the market To understand the vital aspects of market segmentation. To enhance the various aspects involved in segmentation and highlighting

them.

To evaluate the segmentation strategy adopted by Reid & Taylor. To compare the performance of Reid & Taylor in different segments. To identify the strengths and weakness and to suggest measures to overcome them.

METHODOLGY OF THE STUDY

The study comprised of data collection from various sources can be broadly categorized as

Primary sources

This data is collected from the questionnaire prepared by me on the : rections of my

external guide, where in the customers, retailers & wholesalers ~ m Bangalore & Mysore are

being involved for a study. The information from - :he above three play a vital role for my

study.

Secondary source

1. Web sites2. Journals magazines3. News paper


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SCOPE OF THE STUDY:

The study is undertaken to know the market segmentation provided by the

company. The data collected & interpreted will be useful for the company in many ways. Thestudy provides an clear insight upon market segmentation, better monitoring, etc, by this the

company can have an clear cut idea about its market.

STATEMENT OF THE PROBLEM:

The growth and success of the organization depends upon its market segmentation

adopted so it is essential to make the study more competent and effective in nature.

As Reid & Taylor is performing better in the market in the recent days it is necessary for

the company to have an feedback report from the from the dealers, customers, and retailers. So

the study aims to find out how far the segmented market of Reid & Taylor is performing.

LI MI TATIONS OF THE STUDY:

The study is limited to the sample size of 75customers and 35 dealers. A bigger sample couldhave made the study more valid; this was mainly due to less availability of time.

The respondents from the customer and dealers are feared to be slightly prejugist as I foundthe respondents not fully opening up.a bogger sample size would have addressed to this for

an reasonable extent.


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COMPANY PROFILE

ABOUT REID AND TAYLOR


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The S. Kumars Group is an Indian conglomerate with interests in textiles, apparels, energy, e-

commerce, ITES, leisure and retailing sectors. The flagship company of the group, S. Kumars

Nationwide Limited orSKNL(BSE: 700010, NSE: SKUMARSYNF), manufactures and

markets the famous Reid & Taylor brand in India. SKNL was formerly known as S. Kumars

Synfabs Ltd.

History

he S. Kumars Group was established in 1948 by Abhayakumar Kasliwal and Shambhukumar

Kasliwal, who built a textile distribution network, and followed it with textile manufacturing.[2]

On 28 September 1990, S Kumars was incorporated as a private limited company, and became a

deemed Public Company with effect from 28 February 1991. It became a Public Company on 7

July 1992.

The company then transformed to SKNL (S. kumars Nationwide Limited). SKNL is one of

Indias leading textile and apparel company with expertise in multi-fiber manufacturing. The

company has extended its presence in multiple product categories from Fabrics to Apparels and

Home Textiles.

Brands and subsidiaries

Textiles and apparel

S. Kumars has set up a texturising and twisting plant at Pithampurin Madhya Pradesh. In 1997,

S. Kumars acquired a spinning-cum-weaving unit nearDewas (Madhya Pradesh), from Standard

Industries Limited.

In 1998, S. Kumars entered into a collaboration with Reid & Taylor ofScotland for

manufacturing and marketing the Reid & Taylor worsted suiting in India. In 2006, SKNL

launched "Carmichael House", a complete range of home linen products and accessories.[3]

In 2006, SKNL launched "Belmonte", a youth menswear brand that had both fabric and ready-to-

wear garments under one label. It cliams to be India's only youth brand to offer "Total Wardrobe

Solutions" - Fabric, Apparel and accessories.
http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Textileshttp://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://www.bseindia.com/bseplus/StockReach/AdvanceStockReach.aspx?scripcode=700010http://en.wikipedia.org/wiki/National_Stock_Exchange_of_Indiahttp://www.nseindia.com/marketinfo/companyinfo/companysearch.jsp?cons=SKUMARSYNF&section=7http://en.wikipedia.org/wiki/S._Kumars#cite_note-1http://en.wikipedia.org/wiki/S._Kumars#cite_note-1http://en.wikipedia.org/wiki/S._Kumars#cite_note-1http://en.wikipedia.org/wiki/Pithampurhttp://en.wikipedia.org/wiki/Dewashttp://en.wikipedia.org/wiki/Madhya_Pradeshhttp://en.wikipedia.org/wiki/Scotlandhttp://en.wikipedia.org/wiki/S._Kumars#cite_note-2http://en.wikipedia.org/wiki/S._Kumars#cite_note-2http://en.wikipedia.org/wiki/S._Kumars#cite_note-2http://en.wikipedia.org/wiki/S._Kumars#cite_note-2http://en.wikipedia.org/wiki/Scotlandhttp://en.wikipedia.org/wiki/Madhya_Pradeshhttp://en.wikipedia.org/wiki/Dewashttp://en.wikipedia.org/wiki/Pithampurhttp://en.wikipedia.org/wiki/S._Kumars#cite_note-1http://www.nseindia.com/marketinfo/companyinfo/companysearch.jsp?cons=SKUMARSYNF&section=7http://en.wikipedia.org/wiki/National_Stock_Exchange_of_Indiahttp://www.bseindia.com/bseplus/StockReach/AdvanceStockReach.aspx?scripcode=700010http://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://en.wikipedia.org/wiki/Textileshttp://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/India


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In 2007, the prestige clothing brand Stephens Brothers was licensed to SKNL in India. It was

launched in December 2007, to introduce the English cut & style to Indian consumer. The brand

is now owned by the UK Group Austin Reed.

[edit]Other sectors

In 1988, S. Kumars established a two-wheeler tyres and tubes manufacturing facility at

Pithampur in Madhya Pradesh. It also entered into an alliance with Apollo Tyres, for marketing

and growth.

The MaheshwarHydro Electric Project, located at Mandleshwarin Madhya Pradesh was

awarded to S. Kumars Group in 2001, on "build, own and operate" basis. However this project is

still to be completed. The project became controversial due to non-payment on various occasions

by S. Kumars.[citation needed]

Landmarc Leisure Corporation Limited was established as S. Kumars' leisure and entertainment

business arm. It was originally found to set up a chain of family entertainment centers across

India, the first two being launched in Worli (Mumbai) and Indore. In 2001, S. Kumars launched

S-MAART, a department store in Landmarc Citi, Worli. In 2002, Landmarc Leisure Corporation

decided to develop its leisure brand under two entities:Landmarc (family entertainment centers)

andMikanos (nightclubs).[4]

S. Kumars Online Ltd. (SKOL) was set up as the e-commerce arm of the S. Kumars Group,

while Induj Infotech Ltd. was set up as its ITESarm.

In 2009, Company has acquired assets ofHartmarx Corporation, a well-known company in

American and European markets.

[edit]Organization

SKNL businesses are divided into product-specific Strategic Business Units (SBUs): Consumer

Textiles, Home Textiles, Worsted Suitings, Ready to Wear and High Value Fine Cotton (HVFC).Each of these SBUs is headed by an Executive Director, Chief Executive Officer or a Chief

Operating Officer. The corporate activities related to finance, planning, research, publicity,

marketing, human resources etc. are centralized.
http://en.wikipedia.org/wiki/Austin_Reed_(retailer)http://en.wikipedia.org/w/index.php?title=S._Kumars&action=edit&section=4http://en.wikipedia.org/wiki/Maheshwarhttp://en.wikipedia.org/wiki/Mandleshwarhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Worlihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Indorehttp://en.wikipedia.org/wiki/S._Kumars#cite_note-3http://en.wikipedia.org/wiki/S._Kumars#cite_note-3http://en.wikipedia.org/wiki/S._Kumars#cite_note-3http://en.wikipedia.org/wiki/ITEShttp://en.wikipedia.org/wiki/Hartmarx_Corporationhttp://en.wikipedia.org/w/index.php?title=S._Kumars&action=edit&section=5http://en.wikipedia.org/w/index.php?title=S._Kumars&action=edit&section=5http://en.wikipedia.org/wiki/Hartmarx_Corporationhttp://en.wikipedia.org/wiki/ITEShttp://en.wikipedia.org/wiki/S._Kumars#cite_note-3http://en.wikipedia.org/wiki/Indorehttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Worlihttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Mandleshwarhttp://en.wikipedia.org/wiki/Maheshwarhttp://en.wikipedia.org/w/index.php?title=S._Kumars&action=edit&section=4http://en.wikipedia.org/wiki/Austin_Reed_(retailer)


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Consumer Textiles

Belmonte (Fabrics) Uniformity by Belmonte (Uniform fabric) S.Kumars (Work wear fabric)Home Textiles

Carmichael House (Premium) Benetton ( Super Premium)Ready to Wear (TWS)

Belmonte (Mid-Premium)Baruche Superfine Cottons

To be launched[edit]Reid & Taylor (India) Limited

S. Kumars acquired rights for manufacturing and marketing the Reid & Taylor worsted suiting in

India in 1998. Reid & Taylor was originally started by a Scottish man named Alexander Reid in

the 1830s. The concern, financed by Joseph Taylor, went on to become a notable worsted suiting

brand. S. Kumars set up a luxury suiting plant at Mysore in 1998 for Reid & Taylor (India) Ltd.

The brand has been endorsed by India's notable film actor, Amitabh Bachchan. In 2008, 24.5%

stake in Reid & Taylor was acquired by an affiliate of GIC Special Investments for Rs 900

crore.[5]

Luxury Textiles

Reid & Taylor (Luxury Suitings)Ready to Wear

Reid & Taylor ( Premium) Stephens Brothers ( Super Premium)
http://en.wikipedia.org/w/index.php?title=S._Kumars&action=edit&section=6http://en.wikipedia.org/wiki/Mysorehttp://en.wikipedia.org/wiki/Amitabh_Bachchanhttp://en.wikipedia.org/wiki/S._Kumars#cite_note-4http://en.wikipedia.org/wiki/S._Kumars#cite_note-4http://en.wikipedia.org/wiki/S._Kumars#cite_note-4http://en.wikipedia.org/wiki/S._Kumars#cite_note-4http://en.wikipedia.org/wiki/Amitabh_Bachchanhttp://en.wikipedia.org/wiki/Mysorehttp://en.wikipedia.org/w/index.php?title=S._Kumars&action=edit&section=6


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LITERATURE REVIEW


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A marketing term referring to the aggregating of prospective buyers into groups (segments) that

have common needs and will respond similarly to a marketing action. Market segmentation

enables companies to target different categories of consumers who perceive the full value of

certain products and services differently from one another. Generally three criteria can be used to

identify different market segments:

1) Homogeneity (common needs within segment)

2) Distinction (unique from other groups)

3) Reaction (similar response to market)

A market segment is a classification of potential private or corporate customers by one or more

characteristics, in order to identify groups of customers, which have similar needs and demandsimilar products and/or services concerning the recognized qualities of these products, e.g.

functionality, price, design, etc.

An ideal market segment meets all of the following criteria:

It is internally homogeneous (potential customers in the same segment prefer the sameproduct qualities).

It is externally heterogeneous (potential customers from different segments have basicallydifferent quality preferences).

It responds similarly to a market stimulus. It can be cost-efficiently reached by market intervention.The term segmentation is also used when customers with identical product and/or service needs

are divided up into groups so they can be charged different amounts for the services.

A customer is allocated to one market segment by the customers individual characteristics.

Often cluster analysis and other statistical methods are used to figure out those characteristics,

which lead to internally homogeneous and externally heterogeneous market segments.

Examples of characteristics used for segmentation:

Gender Price


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Interests Location Religion Income Size of HouseholdWhile there may be theoretically 'ideal' market segments, in reality every organization engaged

in a market will develop different ways of imagining market segments, and create Product

differentiation strategies to exploit these segments. The market segmentation and corresponding

product differentiation strategy can give a firm a temporary commercial advantage.

Criteria for Segmenting

Homogenity (within a segment)

similar responses to marketing mix similar segmenting dimensionsHeterogenity (between segments)

different responses to marketing mix different segmenting dimensionsSubstantial

segment is big enough to be profitableOperational

useful for identifying customers useful in deciding on marketing mix
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Basis for segmenting consumer markets

Geographic segmentation

The market is segmented according to geographic criteria- nations, states, regions, countries,

cities, neighborhoods, or zip codes. Geo-cluster approach combines demographic data with

geographic data to create a more accurate profile of specific[1]

Demographic Segmentation

Demographic segmentation consists of dividing the market into groups based on variables such

as age, gender, family size, income, occupation, education, religion, race and nationality.

As you might expect, demographic segmentation variables are amongst the most popular bases

for segmenting customer groups.

This is partly because customer wants are closely linked to variables such as income and age.

Also, for practical reasons, there is often much more data available to help with the demographic

segmentation process.

Psychographic Segmentation

Psychographics is the science of using psychology and demographics to better understand

consumers. Psychographic segmentation: consumer are divided according to their lifestyle,

personality, values. People within the same demographic group can exhibit very different

psychographic profiles

Positive" market seg.mentation

Market segmenting is dividing the market into groups of individual markets with similar wants

or needs that a company divides into distinct groups which have distinct needs, wants, behavior

or which might want different products & services. Broadly, markets can be divided according to

a number of general criteria, such as by industry or public versus private. Although industrial

market segmentation is quite different from consumer market segmentation, both have similar

objectives. All of these methods of segmentation are merely proxies for true segments, which

don't always fit into convenient demographic boundaries.

Consumer-based market segmentation can be performed on aproduct specific basis, to provide a

close match between specific products and individuals. However, a number of generic market
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segment systems also exist, e.g. the system provides a broad segmentation of the population of

the United States based on the statistical analysis of household and geodemographic data.

The process of segmentation is distinct from positioning (designing an appropriate marketing

mix for each segment). The overall intent is to identify groups of similar customers and potentialcustomers; to prioritize the groups to address; to understand their behavior; and to respond with

appropriate marketing strategies that satisfy the different preferences of each chosen segment.

Revenues are thus improved.

Improved segmentation can lead to significantly improved marketing effectiveness. Distinct

segments can have different industry structures and thus have higher or lower attractiveness

Once a market segment has been identified (via segmentation), and targeted (in which the

viability of servicing the market intended), the segment is then subject to positioning. Positioning

involves ascertaining how a product or a company is perceived in the minds of consumers.

This part of the segmentation process consists of drawing up a perceptual map, which highlights

rival goods within one's industry according to perceived quality and price. After the perceptual

map has been devised, a firm would consider the marketing communications mix best suited to

the product in question.

Behavioral Segmentation

In behavioral segmentation, consumers are divided into groups according to their knowledge of,

attitude towards, use of or response to a product.

Occasions

segmentation according to occasions.we segment the market according to the occasions.

Benefits

Segmentations according to benefits sought by the consumer.

Using Segmentation in Customer Retention

The basic approach to retention-based segmentation is that a company tags each of its active

customers with 3 values:
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Tag #1: Is this customer at high risk of canceling the company's service? One of the most

common indicators of high-risk customers is a drop off in usage of the company's service. For

example, in the credit card industry this could be signaled through a customer's decline in

spending on his or her card.

Tag #2: Is this customer worth retaining? This determination boils down to whether the post-

retention profit generated from the customer is predicted to be greater than the cost incurred to

retain the customer. Managing Customers as Investments.

Tag #3: What retention tactics should be used to retain this customer? For customers who

are deemed save-worthy, its essential for the company to know which save tactics are most

likely to be successful. Tactics commonly used range from providing special customer

discounts to sending customers communications that reinforce the value proposition of the given

service.

Process for tagging customers

The basic approach to tagging customers is to utilize historical retention data to make predictions

about active customers regarding:

Whether they are at high risk of canceling their service Whether they are profitable to retain What retention tactics are likely to be most effectiveThe idea is to match up active customers with customers from historic retention data who share

similar attributes. Using the theory that birds of a feather flock together, the approach is based

on the assumption that active customers will have similar retention outcomes as those of their

comparable predecessor.

Niche Marketing

A niche is a more narrowly defined customer group who seek a distinct set of benefits. dentifiedby dividing a segment into subsegments,distinct and unique set of needs,requires speciallization,

and is not likely to attract too many competitors.

Local Marketing

Marketing programs tailored to the needs of local customer groups.


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Price Discrimination

Where a monopoly exists, the price of a product is likely to be higher than in a competitive

market and the quantity sold less, generatingmonopoly profits for the seller. These profits can be

increased further if the market can be segmented with different prices charged to different

segments charging higher prices to those segments willing and able to pay more and charging

less to those whose demand is price elastic. The price discriminator might need to create rate

fences that will prevent members of a higher price segment from purchasing at the prices

available to members of a lower price segment. This behavior is rational on the part of the

monopolist, but is often seen by competitionauthorities as an abuse of a monopoly position,

whether or not the monopoly itself is sanctioned. Examples of this exist in the transport industry

(a plane or train journey to a particular destination at a particular time is a practical monopoly)

where business class customers who can afford to pay may be charged prices many times higher

than economy class customers for essentially the same service.

Algorithms and Approaches

Any discrete variable is a segmentation. For instance, customers might be segmented by gender

('Male' or 'Female') or attitudes ('progressive' or 'conservative'). Numeric variables may be

discretized to become segmentations, such as age ("=30") or income ("The 99%

(AGI= US $300,000)").

Segmentations can be obtained by any number of approaches. Minimally, an existing discrete

variable may be chosen as a segmentation, also called "a priori" segmentation. At the other

extreme, a research project may be commissioned to collect data on many attributes and use

statistical analyses to derive a segmentation, also called "post-hoc" segmentation. In between,

qualitative knowledge of the market based on experience may be used to identify divisions that

are likely to be useful.

Common statistical techniques for segmentation analysis include:

Clustering algorithms such as K-means or otherCluster analysis Statistical mixture models such as Latent Class Analysis Ensemble approaches such as Random Forests
http://en.wikipedia.org/wiki/Monopolyhttp://en.wikipedia.org/wiki/Monopoly_profithttp://en.wikipedia.org/wiki/Price_elastichttp://en.wikipedia.org/wiki/Competitionhttp://en.wikipedia.org/wiki/K-meanshttp://en.wikipedia.org/wiki/Cluster_analysishttp://en.wikipedia.org/wiki/Latent_class_modelhttp://en.wikipedia.org/wiki/Random_foresthttp://en.wikipedia.org/wiki/Random_foresthttp://en.wikipedia.org/wiki/Latent_class_modelhttp://en.wikipedia.org/wiki/Cluster_analysishttp://en.wikipedia.org/wiki/K-meanshttp://en.wikipedia.org/wiki/Competitionhttp://en.wikipedia.org/wiki/Price_elastichttp://en.wikipedia.org/wiki/Monopoly_profithttp://en.wikipedia.org/wiki/Monopoly


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Latent class analysis and k-means analysis may be viewed as identifying new variables that

maximize the sum ofmutual informationbetween the segmentation variable and a set of basis

variables

The purpose for segmenting a market is to allow your marketing/sales program to focus on thesubset of prospects that are "most likely" to purchase your offering. If done properly this will

help to insure the highest return for your marketing/sales expenditures. Depending on whether

you are selling your offering to individual consumers or a business, there are definite differences

in what you will consider when defining market segments.

Category of Need

The first thing you can establish is a category of need that your offering satisfies. The following

classifications may help.

For businesses:

Strategic - your offering is in some way important to the enterprise mission, objectivesand operational oversight. For example, a service that helped evaluate capital investment

opportunities would fall into this domain of influence. The purchase decision for this

category of offering will be made by the prospect's top level executive management.

Operations - your offering affects the general operating policies and procedures.Examples might be, an employee insurance plan or a corporate wide communications

system. This purchase decision will be made by the prospect's top level operations

management.

Functional - your offering deals with a specific function within the enterprise such as dataprocessing, accounting, human resources, plant maintenance, engineering design,

manufacturing, inventory control, etc. This is the most likely domain for a product or

service, but you must recognize that the other domains may also get involved if the

purchase of the product or service becomes a high profile decision. This purchase

decision will be made by the prospect's functional management.
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For the individual consumer:

Social Esteem or Pleasure - your offering satisfies a purely emotional need in theconsumer. Examples are a mink coat or a diamond ring. There are some products that are

on the boundary between this category and the Functional category such as a Rolex watch

(a Timex would satisfy the functional requirement and probably keep time just as well).

Functional - your offering meets a functional requirement of the consumer such as abroom, breakfast cereal or lawnmower.

Segmentation of NeedsThen you should establish what the need is and who is most likely to experience that

need. Your segmentation will be determined by a match between the benefits offered by

your offering and the need of the prospect. Some "need" categories for segmentationinclude:

Reduction in expenses Prospects might be businesses that are downsizing (right sizing), businesses that have

products in the mature stage of their life cycle or individuals with credit rating problems.

Improved cash flow Prospects might be businesses that have traditionally low profit margins, businesses that

have traditionally high inventory costs or individuals that live in expensive urban areas.

Improved productivity Prospects might be businesses that have traditionally low profit margins, Businesses that have recently experienced depressed earnings or individuals with large

families.

Improved manufacturing quality Prospects might be businesses with complex, multi-discipline manufacturing processes. Improved service delivery Prospects might be service businesses in highly competitive markets, product businesses

requiring considerable post-sale support or individuals in remote or rural areas.

Improved employee working conditions/benefits Prospects might be businesses where potential employees are in short supply. Improvement in market share/competitive position


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Prospects might be new entrants to a competitive market. Need for education Prospects might be businesses or individuals looking for books on business planning, or

seminars on Total Quality Management.

Involvement with social trends Prospects might be businesses concerned with environmental protection, employee

security, etc. or individuals who believe in say 'no' to drugs, anti-crime, etc.

Specific - relating to product/service characteristics Prospects might be businesses or individuals interested in safety, security, economy,

comfort, speed, quality, durability, etc.

Factors that segment prospectsHaving determined the more general segmentation characteristics you can proceed to a

more detailed analysis of the market. There are literally thousands of ways to segment a

market, but the following are some of the more typical segmentation categories.

For businesses:

Industry by SIC code This is especially beneficial for vertical market offerings. Size - revenues, # employees, # locations In general if you are offering is highly sophisticated, requires significant resources or

provides greater value based on volume, then the target should be the larger enterprises.

Job position/responsibility Examples of offerings might be planning software for managers or cleaning agents for

maintenance managers.

Climate Examples of offerings might be dehumidifiers in areas near the ocean or snow plows in

northern areas.

Time related factors Some services in this category are vacation related industries in summer and tax planners

in the spring.

Language


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An example of a language specific service is a Spanish TV channel. Status in the industry You might want to target businesses that are the technology leader or revenue leader or

employee satisfaction leader, etc.

Accessibility To minimize promotion and sales expense you may want to target urban rather than rural

or local rather than national prospects.

Future potential A good example is how Apple Computer supplied products to schools at all levels to

condition students graduating into the marketplace.

Ability to make a quick purchase decision Targeting individual purchasers versus business committees can significantly reduce

marketing expense and increase the probability of a quick close.

Access (or lack of access) to competitive offerings Cable TV business's significant investment in their service delivery system has allowed a

near monopoly for some time. IBM's service reputation insured minimal competition

during the mainframe days.

Need for customization Offerings such as police cars, busses for municipalities and specialized computer systems

fall into this category.

Product or service application to a business function Examples are data processing, accounting, human resources and plant maintenance.


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For Individual Consumers:

Physical Size Offerings might be big men's clothing, golf clubs for shorter players, etc. Creation of or response to a fad Examples are hula hoops, Jurassic Park T-shirts, pet rock, physical fitness, etc. Geographic location Marketers take advantage of location by selling suntan lotion in Hawaii, fur coats in

Alaska, etc.

Time related factors You may be able to target vacationers in summer, impulse buyers during the holidays or

commuters at 7AM.

Demographics/culture/religion Ethnic products would fall into this category. Gender Product examples are scarves for women, ties for men, etc. Age Product examples are toys for children, jewelry for women, etc. Social status This could include country club memberships, philanthropic contributions, etc. Education Product and service examples are encyclopedias, scientific calculators, learning to read

tools and financial counseling.

Avocation This could include products for hunting, fishing, golf, art work, knitting, etc. Special Interests You could target cat lovers, science fiction readers, jazz music collectors, etc. Accessibility


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Because the individual is more difficult to reach you may want to segment by urbanversus rural, train commuters, people who read Wall Street Journal, etc.

Access (or lack of access) to competitive offerings Due to high investment capital requirements or timing of market entry you may be able to

capture a significant market share in a specific geographical area. Examples might be a

trash service, emergency medical support, etc.

Need for specific information Based on features or content of your offering you can target a market segment. A product

might be books on how to start a business or a service might be seminars on how to quit

smoking.

Need for customization Product/service examples are home decoration, fashion wear, personal portraits, etc. Need for quality, durability, etc. Product examples are mountain climbing gear, carpenter's tools, etc. Degree of a product/service ingredient Segmentation based on prospect preferences is common. An example is dark chocolate

for some tastes, light chocolate for others.

Purchase decision influencersOnce you have isolated a specific segment of the market on which to focus, then you can

consider more subtle influences on the purchase decision. Some of these are:

Preference for channel of distribution Many prospects prefer to buy through a specific distributor or wholesaler. For individuals

this may be due to subtle, as well as, economic reasons. For example, an individual

prospect may immediately think of Wal-Mart or Home Depot when considering an

offering like yours. A business often has a preference so they can have a single

communication point for all purchases

When selling to consumers or businesses, the more individuals or groups involved in thepurchase decision, the more difficult the sale. Marketing costs for selling bread can stay

low because one person normally makes the purchase decision. Car purchases are more

complex because the purchase decision normally involves a husband and wife. Business

sales to committees often require months to achieve a decision.


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Financial strength of the prospect Less affluent prospects may desire time payments versus a cash purchase and Chevrolets

instead of Cadillacs.

Quantity/volume requirements Restaurants will want large jars of pickles while individuals want small jars. Businesses

use large amounts of electricity at predictable times.

Ability to use the offering Trying to sell to a prospect who lacks either the knowledge or resources to properly

benefit from your offering will result in a 'no sale' situation or an unhappy customer. The

prospect should have knowledge and resources such as time, equipment, facilities,

personnel and complementary products/services.

Commitment required If the offering requires a high commitment in terms of time, resources or money by the

customer then the target should be prospects who 'really need' the offering rather than

prospects who get some, but not a lot, of benefits.

Brand awareness/users Examples are prospects who ask for IBM compatible PC's or Pitney Bowes mailing

machines or Winnebago R.V.s

Attitude toward a personality or enterprise Reputation helps sell AT&T long distance service, IBM computers, Michael Jordan

tennis shoes, etc.

Attitude toward price versus value For example, purchasers of collectors items aren't price sensitive while purchasers of

commodity items are price sensitive.

Experience with other products/services your enterprise has offered You are looking for a reaction like "I liked your first product so I'll try your second." Prospect bias Examples are, 'Buy USA', I want a car with a 'solid' feel, fast cars, sweet wines,large

print playing cards, etc.

Affiliation with other organizations


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Such as the U.S. Chamber of Commerce, AMA, IEEE, doctors, attorneys, pastors,franchisors, entrepreneurs, etc.

After sale support expectations It is often beneficial to target prospects who have enough expertise that they will require

a minimum of after sale support.

Seller Characteristics that can influence purchase decision:Another form of influence is how the prospect perceives your offering and/or enterprise.

If you can determine the characteristics your prospects most value in an enterprise they

purchase from, you can identify those your organization possesses and promote them to

the prospect.

Unique employee skills, knowledge Extensive experience with a specific market segment or field of scientific inquiry can be

a powerful promotional tool. For example if an enterprise could sat, "Our scientists

knows more about corn silk genetic structures than anyone in the world" they would have

a strong sales statement.

Special relationships with distribution channels Product or service accessibility is a critical factor in sales success. If an enterprise could

say, "Due to a unique relationship, the XYZ video stores give us more shelf space than

any competitor" prospects will likely respond positively.

Customer service capabilities Prospects like to know that they can depend on post sale support from the product or

service provider. A statement like, "We have more service outlets in New Hampshire

than any competitor" will help secure sales.

Unique product forms Credible uniqueness such as, "Our product is the only one that offers dynamic digi-

whirling" is appealing to the market.

Manufacturing expertise The market is always interested in purchasing from the "best". If an enterprise can

confidently state, "We are the only enterprise that can manufacture molecular engineered

widgets", they have created an image of being the "best".

Longevity


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Reliability is important. A statement like, "We have been in business for 50 years, so youcan count on us to be there when you need us" is usually a strong selling point.

Purchase Decision MakersFinally, a point to consider is, given the characteristics of your offering, what type of

decision maker will most likely be interested in purchasing from you. It may be

beneficial to rank your prospects based on the following classifications. While you may

not be able to make this classification of the prospect prior to the first contact, if your

sales personnel are sensitive to these characteristics it can strongly influence your sales

strategy.

Ultra Conservative - don't rock the boat, whatever they purchase must be consistent

with their current way of doing things.

They are most likely interested in products/services that are improvements to existingofferings rather than something new.

Once established as a customer they are seldom inclined to review alternatives. Very negative to technically complex offerings or offerings requiring extensive user

education.

Cost effective offerings are only of interest if they don't disturb the status quo. They are likely to react positively to any volume purchasing opportunities.

Conservatives - are willing to change, but only in small increments and only in a very cost

effective manner.

Will consider new products/services but only if related concept has been proven to beeffective. More likely to purchase improvements to existing offerings.

Will probably want to review competitive offerings, but will gravitate to best knownoffering with lowest risk decision.

Negative to neutral when considering technically complex offerings or offeringsrequiring extensive user education.

Strongly influenced by cost effective offerings and/or 'best price' opportunities


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Liberals - regularly looking for new solutions, willing to make change (even major change) if

the benefit can be shown.

Will usually consider new products/services even if the related concept has not yet beenproven to be effective, but only if the potential benefits can be specified and understood.

Wants offerings that make effective use of technology, but is not interested in offeringsjust because they use a certain technology.

Will always want to review competitive offerings, but will usually choose the oneoffering the greatest benefit, even if there is some risk involved.

Neutral to positive when considering technically complex offerings or offerings requiringextensive user education.

Usually concerned with keeping employees informed and educated, so will often considereducational offerings.

Strongly influenced by offerings that most closely deliver the 'end results' desired, even ifthey are not the most cost effective.

Often are on social trend bandwagons so react positively to offerings that address theseneeds.

Technical Liberals - enamored with the benefits provided by high tech solutions and anypurchase decision will be biased by the technical content of the offering.

Usually consider new products/services even if the related concept has not yet beenproven to be effective.

Often consider just because they use a certain technology. Will always want to review competitive offerings, but will usually choose the one

offering the most hi-tech features, even if there is some risk involved.

Consider themselves technically competent and will expect leading edge use oftechnology.

Positive to fanatic when considering technically complex offerings even when requiringextensive user education.

Conversion costs usually not a major concern if technical benefits are there.


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Not particularly concerned with keeping employees informed and educated, soeducational offerings are not of great interest.

Strongly influenced by offerings that most closely deliver the 'end results' desired, even ifthey are not the most cost effective.

Self Helpers - consistently defines/designs solutions to their problems, likes to acquire tools that

help in the innovation process.

Will usually consider new products/services, but the related concept must have beenproven to be effective.

Often consider just because they use a certain technology that is relevant to thedevelopment program they have underway.

Will always want to review competitive offerings, but will usually choose the one

offering the most effective 'do it yourself' features.

Usually consider themselves technically competent and will expect very effective use ofproven technology.

Not especially inclined toward technically complex offerings, would rather have userfriendly, but thought provoking, offerings.

Conversion costs usually not a major concern if offering promises potential forinnovation.

Usually concerned with keeping employees informed and educated, so educationalofferings are of interest.


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DATA ANALYSIS AND INTERPRETATION

ANALYSIS OF DEALERS

AND

ANALYSIS OF CUSTOMERS


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ANALYSIS OF DEALERS

NOTE:

we had earlier given the questionnaire to the respondents in,DEALERS, mysore. soafter they filled up the questionnaire we grouped it under microsoft excel and

started to analyze them. now coming on to each question individually we have the

following interpretations to be made:

the analysis is based on the questionnaire provided to the customers in mysore city

the sample size taken for the study 50 repondents

Table -1

Table showing the perception of the dealer about the fabric

Opinion No of respondents

EXCELLENT 12

VERY GOOD 28

GOOD 10

AVERAGE 0


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Interpretation for the above table and chart-1

Interpretation

The response above shows that, 80% respondents out of the 28 have a very good

perception about the Reid & Taylor fabrics. The reason for this perception may be due to

the quality, shade range, design range or may be due to the competitive cost. This clearly

unfolds as the other results are analyzed and interpreted.

12

28

10

0

No of respondents

EXCELLENT

VERY GOOD

GOOD

AVERAGE


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Table -2

Table showing the order time taken by the dealer to order

the fabric


Once in a week 2

Once a month 30

Once a fortnight 10

quaterly 8

2

30

10

8

No of respondents

Once in a week

Once a month

Once a fortnight

quaterly


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While 60% out of the 30 respondents place their order once a month, only 24% purchase once a

fortnight and 9% once a quarter 7% in once a week.

The reason for placing orders may be due to the following factors:

Order quantity is high The fabric is being slow moving Credit terms could be unfriendly May be due to the distance.


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Table -3

Table showing the material dealer most purchases

Materials No of respondents

Terry wool 3

100%cotton 15

Terry cotton 28

Cotton mix 0

Wool 100% 04

3

15

28

04

No of respondents

Terry wool

100%cotton

Terry cotton

Cotton mix

Wool 100%


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This table tends to show, about the movement of the fabric in the material most preferred

by the dealers. This tends to explain us which material the respondents provide most to

their customers. Amongst the 28 respondents, 51% of the respondents are of the opinion

that the purchase of the material most is terry cotton. Only 15 of the respondents are of

the opinion that they purchase material with 100% wool is being mainly for the suits,

jackets and safaris. 9% and 34% respondents respectively are of the opinion that they

purchase. Terry wool and 100% cotton materials. Through this we can arrive at the

conclusion that terry cotton is being fast moving in the market.


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Table -4

Table showing the convincing factor that influenced the

dealer to take up the fabric

Convincing factor No of respondents

Cost 3

Durability 6

Design 4

Shade 2

quality 35

3

6

4

2

35

No of respondents

Cost

Durability

Design

Shade

quality


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This table mainly deals with the factors that impressed the dealers to take up the fabric

dealership. 51% out of the 35 respondents were of the opinion that the quality of the

fabric provided by the Reid and Taylor is good which made them to take up the

dealership. In their opinion the todays customers mostly see the fabrics quality rather

than any other factors. 17% , 20% and 6% of the respondents respectively are of the

opinion that they consider on the durability, design at the time of purchase, by their

customers, and 2 are of the durability, design at the time of purchase, by their customers,

and 2 are of the opinion that when the cost is high then they believe that it is obvious that

then the other factors of the product will also be good.


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Table -5

Table showing the purchase of the fabric in accordance with the

price and age group

age group

price ranges

500-700 701-1200 1201-2000 2000-3000 & above

18-25 10 0 2 0 0

26-35 0 25 5 0 0

35-60 0 5 2 1 0

60& above 0 0 0 0 0

0

5

10

15

20

25

500-700 701-1200 1201-2000 2000-3000 & above

price ranges

18-25

26-35

35-60

60& above


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TABLE -6

The table showing the purchase of the various fabric with respect to the age group.

age group

FABRIC RANGE

SUITS TROUSERS SAFARIS JACKETS

18-25 2 20 0 1

26-35 0 15 5 0

35-60 0 1 5 1

60& above 0 0 0 0

0

5

10

15

20

25

30

35

40


FABRIC RANGE

60& above

35-60

26-35

18-25


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This table mainly concentrates upon the fabric range the various age group customers buy

the most, in accordance with the dealers. The people in-between the age groups of 18-25

buy mostly trousers, amongst which 20, and 1 respectively buy suits and jackets. This

may be mainly because in this major customers are youngsters and professionals. The

customers who buy suits and jackets fall in the the category of professionals.

According to the dealers between the age group of 25-35 people buy both trousers

and jackets. The numbers of the people buying in this segment are 15 and 5 respectively,

but in this segment according to age only 3 of them go suits. In the same context when

we move of the age group or between 35-60. Most of the dealers i.e., 5 of them are of the

opinion that these groups of people buy mostly safaris there might be due to the age

factor. Refer (reference tables)


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Table -7

The table showing the bifurcation of the customers in

accordance with the class they belong to

Class No of respondents

ELITE 8

HIGHER INCOMECLASS 36

MIDDLE INCOME CLASS 3

LOWER INCOME GROUP 3

8

36

3

3

No of respondents

ELITE

HIGHER INCOMECLASS

MIDDLE INCOME CLASS

LOWER INCOME GROUP


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In the bifurcation of the customers who visit the dealers, they were of the opinions that,

According to them 8 of their customers belong to the elite class i.e., of the higherincome group.

The first place was being provided according to the dealers was to higher income group,

which holds 36 of the dealers opinion intact. The middle higher income group and the

lower income group respectively are taking up the third and fourth place, as it is to be 3

and 3 respectively.

As being considering the above table we can infer that the elite and the middle

higher groups are being more potential towards buying the fabric of Reid & Taylor. Refer

(reverence table )


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TABLE - 8.

TABLE SHOWING THE VARIOUS CUSTOMERS FROM

VARIOUS PROFESSIONS WHO BUY THE FABRIC

PROFESSION No of respondents

CEOS 0

HIGH CLASS EXECUTIVES 5

MIDDLE CLASS EXECUTIVES 6

POLITICIANS 0

STUDENTS 0

BUSINESS CLASS 35

RURAL CUSTOMERS 02

BUREAUCRATS 02

0

5

6

0

0

35

22

No of respondents

CEOS

HIGH CLASS EXECUTIVES

MIDDLE CLASS EXECUTIVES

POLITICIANS

STUDENTS

BUSINESS CLASS

RURAL CUSTOMERS

BUREAUCRATS


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The dealers are of the opinion that, when in the case of profession wise segmentation

various persons are his customers. But the business classes mostly prefer Reid and

Taylors fabrics. As these people are being financially sound and these people stand first

in the list of profession.

Next part of the maximum purchase according to the profession is being mainly in certain

seasons; those customers are the rural customers who are being mainly attracted towards

the ads in the television given by the company and these customers are being considered

as the most productive customers as they buy in large quantities.

The next part of the profession wise purchase move on to the high-class executive

amongst whom they are being given as 5.

The bureaucrats hold the last position in the opinion of the dealers.


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Table -9

Table showing the backround of the customer

Region No of respondents

Urban 28

Semi-urban 12

Rural customer 10

28

12

10

No of respondents

Urban

Semi-urban

Rural customer


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49/112


Table -10

Table showing the ranking provided by the various fabric brands

Brands No of respondents

Raymonds 35

R&T 12

Digjam 3

Dinesh 0

ocm 0

35

12

3

0 0

No of respondents

Raymonds

R&T

Digjam

Dinesh

ocm


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The table shows the fabric brands rankings given by the dealers, the dealers were being

asked to rank the various brands which are being playing a vital role in the market, as far

as the opinion of the dealers they have rated Raymond as the no. I brand, in which 60%

of the respondents are of this opinion, living behind Raymond the next best is being

given to Reid & Taylor for which 23% of them have voted. Similarly 20% and 7%

respectively are being given their votes to Digjam and Dinesh. Urban dealers are giving

most of these ratings.

This rating is being mostly provided by the dealers, by taking in to consideration the

quality, shade range and the cost factor.


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52/112



This table shows, the level of satisfaction regarding the services provided by Reid &

Taylor.

Amongst the 36 respondents / dealers 80% of them are of the opinion that the

level of service is considered as good and 14 of them considered the service as very good.

This may be due to the frequent visit of the company executive to solve the

problems or may be regarding the issue of order taking, may with regards to the various

schemes etc.


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TABLE-12

TABLE SHOWING THE AWEARENESS OF THE

CAMPAIGNOF R&T

MEDIA No of respondents

ELECTRONIC 26

PRINT 12

OUTDOOR PUBLICITY 12

26

12

12

No of respondents

ELECTRONIC

PRINT

OUTDOOR PUBLICITY


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This part of the table is being meant to know about the awareness of Reid & Taylor and

its campaign.

Where in amongst the 26 dealers, 66% of them are the opinion that they are aware

about the campaign through electronic media, out of the 12 and 12, subsequently

for the rest 24% are of the opinion that they are aware about the outdoor publicity

provided by Reid and Taylor. As electronic media is being considered as the most

effective form of campaign for any product, and this brings a sort of awareness to

the viewers of the product.


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TABLE -13

Table showing the season sales of the worsted fabrics

seasons

FABRIC RANGE


marriage 18 0 5 1

winter 0 12 5 8

beginning of the month 0 5 0 0

summer 1 0 0 0

any time 0 0 0 0

0

2

4

6

8

10

12

14

16

18

20

marriage winter beginning of

the month

summer any time

FABRIC RANGE SUITS

FABRIC RANGE TROUSERS

FABRIC RANGE SAFARIS

FABRIC RANGE JACKETS


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The table mainly concentrates upon the sales in various seasons of the worsted fabrics.

Where in the fabric range is being provided and seasons are being mentioned. According

to the dealers the sales of the suits are being considered to be more in the season of

marriage. And two of the respondents are of the opinion that safaris sale is being more in

marriage season.

In the season of winter, the sales of the fabric according to the dealers are more amongst

the jackets range. The respondents to this category are 7 only one respondent is of

opinion that the sale of the trousers is more, in this season.

At the beginning of the month according, to 5 respondents the sale of the trousers

had been more, as it is been considered as the salary time for the persons. Refer

(reference tables)


57/112


TABLE -14

Table showing the reasons for taking up dealership of reid &

taylor

Reason No of respondents

Ads in Tv 35

The agent of the company 5

Ad in print 3

The mill officer 10

Any other 02

355

3

10

2

Ads in Tv

The agent of the company

Ad in print

The mill officer

Any other


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. This table mainly deals with the aspect that made the dealers to take up the dealership of

Reid and Taylor. According to 35 out of the 50 respondents were of the opinion that the

reason that impressed them the most is Ads in the T.V. 10 out of the 50 respondents areof the opinion that the mill person by the co made them to take up the dealership of Reid

and Taylor .5, 3 and 2 respondents respectively are of the opinion that the reason was to

due to the influence of the co agent and the print medium and others.

This is being mainly because of electronic media through which dealers are being

attracted through various no. of Ads and clippings.

This is mainly considered because has the electronic media is an effective source

which can reach member of the masses effectively and efficiently.


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TABLE-15

Table showing the major focus of the customer on the purchase of

the fabric

Reasons No of respondents

Brand loyalty 34

Ads 16

Friends advice 0

Others 0

0

5

10

15

20

25

30

35

Brand loyalty Ads Friends advice Others

34

16

0 0

No of respondents

percentage


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This table mainly deals, with the major focus of the customer on the purchase of the

fabric, according to the dealers experience. Where in according to the dealer, the

customer sees the brand loyalty amongst 34 of the dealer are of this opinion. The other 16

of the 50 are of the opinion that the customers major focus is on the Ads in the news

papers and T.V. and only 0 are of the opinion that the customers buy with the impulsive

of their friends advice.

This is mainly because of the reasons that when the brand has got a good image in the

market i.e., about the brands quality, shade and other various aspects. It is pretty obvious

that the customers go for that brand itself and the brand has earned a sort of loyalty in the

minds of the customers and therefore it is preferred by most of the respondents.


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TABLE -16

Table showing the purchase decision & priorities of the customers


Shade range 5

Cost factor 7

Durability 8

Quality 25

design 5

5

7

8

25

5

No of respondents

Shade range

Cost factor

Durability

Quality

design


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This table is mainly shows upon, the purchase decision priorities of the customer

according to the dealers is being descried. According to the dealers the first purchase

decision priority provided by the customers is on the basis of quality where in about 25 of

the dealers are of this opinion. The Second best priority is on the basis of durability i.e., 8

of the dealers are of this opinion because the customer are of the opinion that, if they buy

the fabric, that baric needs to be with them for a longer time. 5,5,&7 of the dealers are of

the opinion that their customer precisely are the cost factor and the design factor equally

but where


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Analysis of the customers

NOTE:

we had earlier given the questionnaire to the respondents ie customersin , mysore.so after they filled up the questionnaire we grouped it under microsoft excel and

started to analyze them. now coming on to each question individually we have the

following interpretations to be made:

the analysis is based on the questionnaire provided to the customers in mysore city

the sample size taken for the study 50 repondents.

Table -1

Table showing the purpose or reason for buying reid and taylor

fabrics

reasons No of respondents(50)

Old or worn out 5

Special occasion 7

Official wear 8

Regular wear 25

Impulse purchase 5

Due to climate change 0


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The main purpose for buying the Reid &Taylor fabric according to the customer is that,

when a regular wear if any, in this category 25 of them fall in. 5 of the respondents are of

the opinion that the fabric is being purchased when the old fabric is worn and for the

office wear.8 of them are of the opinion that purchase the fabric for the office wear.5 is of

the opinion that, they were impulse to purchase the Reid & Taylor Fabrics.

5

7

8

25

5

0

No of respondents

Old or worn out

Special occassion

Official wear

Regular wear

Impulse purchase

Due to climate change


65/112


TABLE -2

Table showing the fabric ranking by the customers

Brands No of respondents RANK

Raymonds 35 1

R&T 12 2

Digjam 3 3

Dinesh 0 0

ocm 0 0

0

5

10

15

20

25

30

35

Raymonds R&T Digjam Dinesh ocm

35

12

3

0 0

No of respondents

No of respondents


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This table is mainly shows the ranking given by the customer.

Accordingly customer/respondent has ranked Raymonds as the first; the second

place is being given to Reid & Taylor. But for the third place there is a tie between Vimal

& J. Hampstead and finally Dinesh has been ranked the fifth. In this all the income

groups are of the same opinion.

This opinion is being provided by the customer on the basis of the quality of the

fabric, shade range, the design, the design range and the cost factors

The tables clearly shows that Raymonds ranks first and Reid and Taylor stands second in the

market subsequently we can see that Digjam and other brands follow. Raymonds leads in the

branding sector in the eyes of the customer.


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TABLE-3

Table showing brand association of reid and taylor

Brands No of respondents (50)

IMPORTED SUITINGS 12

SUITINGS IN GENERAL 35

LADIES DRESS WEAR 3

WOOLEN WORSTED SUITINGS 0

RMG 0

12

35

3

0 0

No of respondents (50)

IMPORTED SUITINGS

SUITINGS IN GENERAL

LADIES DRESS WEAR

WOOLEN WORSTED SUITINGS

RMG


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This table is mainly shows brand association of reid and taylor.

About 50 of the respondents are of this opinion. About 35 respondents are of the opinion

that Reid & Taylor is being brand associated with suitings in general, 12 respondents for

imported suitings & 3 respondents for ladies dress wear.


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TABLE-4

Table showing the purchase trend of reid and taylor fabr ic

OPINIONS No of respondents

YES 35

NO 12

35

12

No of respondents

YES

NO


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As Raymonds are giving their fabric at a cheaper rate, the price range of the fabrics starts

from Rs 150. But where as the Reid & Taylor are giving better quality than the

Raymonds, their price range starts from Rs 350.


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TABLE-5

Table showing the purpose for the purchase

purpose for the purchase No of respondents

SUITS 26

JACKETS 12

TROUSERS 10

SAFARIS 2

26

12

10

2

No of respondents

SUITS

JACKETS

TROUSERS

SAFARIS


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This table suggests us about current brands of Reid & Taylor in the market in accordance

to the respondents; Reid & Taylor concentrates on the suitings in general. About 40 of the

respondents are of this opinion. About 32 respondents are of the opinion that Reid &

Taylor is being associated with imported fabrics & only 3 are of the respondents lie in-

between the income group of 1.5 lakhs to 2 Lakhs. When the age group is being

considered the respondents are mainly are in between the age group of 25-35.


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TABLE-6

Table showing the time of purchase of worsted fabric

purpose for the purchase No of respondents

NEXT PURCHASE 26

IF YOU LIKE THE RANGE 12

IF IT SUITS MY POCKETS 10

NOT AT ALL 2

26

12

10

2

No of respondents

NEXT PURCHASE

IF YOU LIKE THE RANGE

IF IT SUITS MY POCKETS

NOT AT ALL


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For this 38 out of the 50 respondents have positively replied. Only 10 out of the 50 people who

have not purchases Reid & Taylor.

Major portion of the people belonging to high & middle income group are interested

towards the fabric.

For thae same major amount of the customer have responded that is 26 of them, they

purchase the fabric for making suits and about 22 of the purchase for trouser among the 12

respondents major portion of about 5% are from the higher income group and about 5% are from

higher middle income group. Their age group mainly varies from 30-45. The other 22 are from

the middle income group, and their age group varies from 25-35. To the subdivision for the

jackets and safaris are being listed as 3 and 8 where in this age group of above 40 have been

interested more. Refer (reference tables)


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TABLE -7

TABLE SHOWING THE VISIT TO THE SHOP

OPINION No of respondents

YES 38

NO 12

38

12

No of respondents

YES

NO


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This table mainly considers, about the visit of the respondent where in 38 respondent

given their opinion that they have visited the Reid and Taylor outlet out of 50

respondents. Rest of the 12 respondents has given their opinion that they have not visited

the shop. This shows that, the customers would not afford to purchase the fabric because

of the cost factor and might be due to the distance from where the customers are situated,

amongst the 38 respondents almost about 90% of the respondents are from the urban

region. And remaining 10% are from the semi -urban region.


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TABLE-8

Table showing perception on quality of the fabric


QUALITY IS GOOD 26

SATISFACTORY 12

QUALITY AND PRICE REASONABLE 12

26

12

12

No of respondents

QUALITY IS GOOD

SATISFACTORY

QUALITY AND PRICE REASONABLE


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This table deals with the quality of the fabric where in about 26 respondents are of the

opinion that the quality provided by Reid &Taylor is good, 12 are of the opinion that the quality

is being reasonable in nature and four amongst the 50 respondents are of the opinion that, it is

satisfactory.

These 12 respondents are of this opinion because as these respondents don't have a much

exposure to the fabrics of Reid &Taylor.

This shows that there is no negative response. The company enjoys a good image with thecustomers. the company should try to sustain this image in future also.


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TABLE-9

Table showing perception of reid and taylor fabric price


VERY COSTLY 26

HIGH 12

REASONABLE 12

LOW 0

VERY LOW 0

26

12

12

0 0

No of respondents

VERY COSTLY

HIGH

REASONABLE

LOW

VERY LOW


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When asked about the perception of the customer towards the pricing of the fabric 26 amongst

the 50 respondents were of the opinion that the reid & taylor pricing very high in nature,12 of the

respondents were of the opinion that the pricing is high, and subsequently 12 of the respondents

are of the opinion that the pricing is reasonable in nature


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TABLE-10

Table showing the sources which let you known about reid and taylor


NEWSPAPERS/MAGAZINES 26

TELEVISION 8

FRIENDS 12

OUTDOOR PUBLICITY 4

OTHERS 0

26

8

12

4

0

No of respondents

NEWSPAPERS/MAGAZINES

TELEVISION

FRIENDS

OUTDOOR PUBLICITY

OTHERS


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This table mainly shows about the brand known by various sources.

Wherein 08 of the respondents know about the brand from the television, 12 of them

know about from their friends and relatives and from news papers /magazines and only 4 of the

respondent knows from outdoor publicity.

The lions of the brand awareness of reid & taylor can be described as news papers and

magazines where in out of 50 respondents 26 are of this opinion

This is being mainly because the out door publicity is has not given more emphasis by

Reid &Taylor.

This clearly show that, the majority of the respondents had given their opinion that, they

had come to know from T.V advertisements by the company. The company needs to give

advertisements in the regional language channel through which it reaches large masses of the

society through which the advertisement enhance the company sales.


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TABLE -11

TABLE SHOWING THE AVAILBILITY OF THE FABRIC


YES 38

NO 12

38

12

No of respondents

YES

NO


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This table mainly considers about the availability of fabric in the shops. 38 out of the 50respondents agreed that there is availability of Reid and Taylor fabric in all leading shops and 12

of respondents are of the opinion that they don't find the fabric of Reid and Taylor in many

shops. As these 9 people are mainly from the semi-urban or from rural region.


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TABLE-12

TABLE SHOWING THE PRICE RANGE OF THE PURCHASE OF

DIFFERENT FABRICS

CATEGORY

price ranges

400-700 701-1200 1201-2000 2000-3000 & above

TROUSERS 10 0 2 0 0

SAFARI 0 25 5 0 0

SUITS 0 5 2 1 0

JACKETS 0 0 0 0 0

10

0

2

0 0

price ranges 400-700




price ranges & above


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This table emphasizes on the price range of the fabric and to know about how the

purchase moves. For the trousers 10 of the respondents have emphasized in buying fabric from

400-700 range, 0 of them buy fabric from the range of 701 -1200, only one respondents is of the

opinion that he buys the product between the range of 1201-1600 these respondents are from

higher income group and from the age group of 35-45.

Whereas for the safaris the range of 701-1200were the No. of respondents are 25. and

only 5 of the respondents choose the price range of 2000 and above, mainly these person come

under the higher income group. For the suit

naveed market segmentation ready with borders fully done

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