Post on 03-Apr-2018
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PROJECT REPORT ONPROJECT REPORT ON
WEAR IT, TO ACHIEVE ITWEAR IT, TO ACHIEVE ITSubmitted To: Submitted By:
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Executive SummaryExecutive Summary
is not just a physical identity, but it is the dream of the promoter tocontribute to the society. This is a garment manufacturing company, whichdirectly gets the raw material (fabric/ cloth) and after converting it in ready madegarment sell it to foreign customers, export house and domestic distributors &retailers.
The unique-selling proposition of will be its world class innovative andqualitative design at attractive prices.
ObjectivesObjectives
1. Provide world class latest design to our customer.
2. No compromise with respect to quality.
3. To become a company for social cause, contribute to society in various
philanthropic ways.
The common values of our organization on which we established are:
customer-orientation
professionalism
creativity
team spirit / collegiality
VisionVision
To provide products with ultimate design and uncompromised quality.
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MissionMission
To transform the Company into a modern and dynamic Textile Products
manufacturing Company and to provide quality products to customers and explore
new markets to promote / expand sales of the Company through Good
Governance and foster a sound and dynamic team, to promote employee
participation, so as to achieve optimum profitability for The Company for
sustainable and equitable growth and prosperity of the Company, its employees
and shareholders.
Organisation ChartOrganisation Chart
Sumedh.K
Logistics &Distribution
Krishna.N
Production
Manager Mehul.C
Marketing
Manager
Varun.K
FinanceManager
Sunil.V
SalesManager
CEO
Amit.H
Ankit.D
R & D
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Share Holding PatternShare Holding Pattern
IndoGarment is fully private limited company, stake equally owned by six
promoters.
Why Textile IndustryWhy Textile Industry
A worldwide increase in demand for Indian textiles and garments.
The apparel industry is the largest source of foreign exchange flow into thecountry with the garments exports accounting for almost 16% of the total exports
of the country. The industry is very vast with over 30,000 readymade garments
manufacturing units and employs nearly three million people.
PROMOTERS SHA
16.66
16.6616.66%
16.66%
16.66%
Sumedh. King some exemptions. OLI in Maharashtra.
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There is great demand for Indian readymade garments the world over. They are
renowned in the international market for their durability, high quality and
exquisite work. The ready availability of highly skilled cheap labour is one of the
primary reasons for Indian garments being so economically priced. Apart from
this there are other factors in favour of the Indian garments industry like the cost
effectiveness in manufacturing, raw materials and quick adjustment to what will
sell, offering high quality at competitive prices, shorter lead times and a virtual
monopoly in embellishments.
The lowering of customs duties on imported textile machinery
With the lowering of the customs duties, removal of quantitative restrictions and
phasing out of MFA, the Indian textile industry is going to face fierce competition
not only in exports but also in domestic market. Thus the industry will have to
improve its efficiency and productivity to meet the emerging global competition.
The new Policy is targeting textile exports to reach US$ 50 billion by 2010, of
which the share of garment exports being US$ 25 billion.
Budget Impact
The budget will have an overall positive impact on the textile industry, which is
happy to receive the expected Fiscal Stimulation Package. The main thrust for the
textile sector, is to have a moderate rate structure, to complete the CENVAT chain
to promote compliance, to encourage modernisation and to eliminate evasion.
Reduction of duty across the board - The textile industry which suffers from
low level excise compliance of about 35-40% duet its complicated structure
and sectorial disparities has been granted a special merit rate of excise duty.
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Lowering of excise duty along with levy of excise duty at weaving and knitting
stage will complete the Cenvat chain. Its also expected that at such low and
special merit rate the overall compliance level of the industry will move up
significantly. Reduction in Customs duty that will enhance the imports from
US and EU countries. With the result the decentralized sector namely,
powerloom, handloom and small garmenting units would now be relieved of
problems relating to maintaining excise records and complying with the excise
procedures. Additional excise duty on textiles & textile articles (AT&T) and
Additional Excise Duty have been abolished. Basic Custom Duty on various
textile machinery and spare parts to 5% has also been reduced. Reducing import duty on textile machineries and spares - Lowering of
customs duty on textile machinery from 25% to 5% will fill the gap and meet
the need of investment both for modernization and capacity creation mainly in
weaving and processing sectors.
Extending the scope of Textile Up-gradation Fund
The Export Promotion Credit Guarantee Scheme has been extended to thetextile sector (limit reduced to Rs.10 million).
The ERMI Units have taken the lead in incorporating IT in the textile sector.
[Use of ERP and CAD].
Government initiatives for special package for modernization of power looms
and textile infrastructure development scheme, in addition to existing TUF
scheme will provide opportunity for power looms to upgrade and restructure to
meet the challenges.
Our ProductOur Product
Designer Kurtas
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We being Indian exporters will use this opportunities to make Indian
culture global. Kurta is a hardcore traditional Indian wear and the way it is
been glamorized by Indian designers it will certainly take on international
markets by storm.
SWOT ANALYSIS- INDIAN TEXTILE INDUSTRYSWOT ANALYSIS- INDIAN TEXTILE INDUSTRY
Strength Weakness
Abundant RM availability
Low cost Skilled Labour
Presence across the Value Chain
Growing Domestic Market
Fragmented Industry
Historical Govt. Policies
Lower productivity and cost
competitiveness
Opportunities Threats
Post 2005 Challenge
R&D & product development
Competition in domestic market
Historical Govt. Policies
Regional Alliances.
STRENGTHSSTRENGTHS1. Abundant Raw Material Availability: This will allow the industry to cut
costs and reduce overall lead-times across the value chain. India is one of the
largest producers of Natural and Man-made fibre.
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Since our company Indo Garment Industries is situated in Mumbai (Maharashtra)
it has the advantage of being in close proximity of sources of both Natural and
Man-Made fibre and fabric as well as access to important fibre through excellent
ports (Eg. JNPT)
2. Low Cost of skilled labour: This provides a competitive advantage for the
industry. Maharashtra has one of the best available skilled labour force in textile
due to existence of traditional textile centres- Mumbai, Sholapur, Amravati etc.
3. Presence across the Value Chain: Provides a competitive advantage when
compared to countries like Bangladesh and Sri Lanka who has developed
primarily as garmenters. The presence across the value chain resulted in Reduced Lead-Times: Manufacturing capacity present across the entire
product range enables textile companies and garmenters to source their
material locally and reduce lead times. Especially Maharashtra has presence
across the entire value chain- yarn, fabric, process houses, garmenters and
access to excellent ports.
4. Growing domestic markets: Growing domestic markets in India allows
manufacturers to Mitigate Risks while allowing them to build competitiveness.
Domestic markets in India are very sensitive to fashion and fads and this has
resulted in development of very responsive garment industry. Also very low per
capita consumption of textile in India indicates significant potential for growth.
WEAKNESSSESWEAKNESSSES
1. Fragmented Industry: Leading to lower the ability to expand and emerge as
"World Class" Player. In case of Maharashtra the industry is extremely
fragmented with significant section of the industry is still in the power loom
sector- in centres like Bhiwandi.
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Degree of Fragmentation in Indian Textile Industry.Degree of Fragmentation in Indian Textile Industry.
Power loom sector -63%
Handloom Sector -14%
Mill Sector - 4%,
Hosiery Sector -19%
2. Historical Regulations: Though relaxed continue to be an impediment to
global competitiveness. These regulations resulted in complex industry structure,
which is currently an impediment Eg. Pre-2000, Garmenting was reserved for the
SSI sector, which was resulted in most unit being set-up with small capacities.Knitted garments continue to be reserved for SSI sector.
3. Lower Productivity and Cost Competitiveness: Low cost competitiveness
has hampered the ability to compete with low cost global players. Labour force in
India has a much lower productivity as compared to competing countries like
China, Sri-Lanka etc. The Indian Industry lacks adequate economies of scale and
is therefore unable to compete with china and other countries. Costs like Indirect
Taxes, Power and Interest Rates are relatively high in India as compared to the
competing countries.
4. Technology obsolescence: Technological Obsolescence has resulted in the
need for significant technological investments to achieve world-class quality.
Large portion of the processing capacity is still obsolete. While state of the art
technology mills exist, majority of the capacity lies currently with the power loom
sector. This has also resulted in low value addition in the industry.
OPPORTUNITIESOPPORTUNITIES
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1. Post-2005 challenges: Post 2005 is s huge opportunity that needs to be
capitalised. Global Trade is expected to be triple from the current USD 305 Bn to
USD 856 Bn.
2. New Product Development: Indian companies need additional focus in order
to move up the value chain and capture a greater global market share. Indian
companies needs to increase focus on product development like new specialized
fabric like Smart Fabrics, Specialized treatments etc. At the same time Indian
garment industry should stress on faster turnaround times for design samples. To
facilitate the process of new product development we should increase the use of
CAD to develop designing capabilities in the organization and developing greateroptions. Indian garment industry should invest in trend forecasting to enable
growth of the industry in India.
THREATSTHREATS
1. Competition in global markets: Almost all the major players in the industry
are competing with each other not only on the basis of lower prices but also on
better quality. Competition is not likely to remain just in export space, the
industry is likely to face competition from cheaper imports as well. This is likely
to affect the international industry and may lead to increase consolidation.
2. Ecological and Social awareness: Increasing Social and Ecological awareness
is likely to result in increased pressure on the industry to follow international
labour and environmental laws. Developed markets have seen extensive
developments in the form of increased consumer consciousness on issues such as
usage of polluting dyes, usage of child labour, unhealthy working conditions etc.
The Indian Industry need to prepare for the fall-out of such issues by improving
its working practices.
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3. Regional alliances: Regional Trade Blocks play a significant role in the global
garment industry with countries enjoying concessional tariffs by virtue of being
member of such blocks/alliances. Indian industry, would need to be prepared to
face fall-out of the post 2005 scenarios in the form of continued barriers for
imports.
INDUSTRY ANALYSISINDUSTRY ANALYSIS
Competitors of Indo-Garment Industry
The apparel industry is one of India's largest foreign exchange earners, accounting
for nearly 16% of the country's total exports. The 1996 Indian textile exports
approximately amounted to Rs.35,000 crores of which apparel occupied over
Rs14,000 crores.
It has been estimated that India has approximately 30,000 readymade garment
manufacturing units and around three million people are working in the industry .
Today not only is the garment export business growing, enthusiasm in the minds
of the foreign buyers is also at a high.Today many leading fashion labels are being
associated with Indian products. India is increasingly being looked upon as a
major supplier of high quality fashion apparels and Indian apparels have come to
be appreciated in major markets internationally. The credit for this
goes to our exporter commmunity.
Consistant efforts towards extensive market coverage, improving
technical capabilities and putting together an attractive and wide
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merchandise line has paid rich dividends. But till today, our clothing industry is
dominated by sub-contractors and consists mainly of small units of 50 to 60
machines. India's supply base is medium quality, relatively high fashion, but small
volume business.
The Top 10 competitors are as follows:1) Indian Rayan & Inds 2) Ambattuer Clothing
3) Rupa & Co. 4) Nahar Spinning Mills
5) Raymond Apparel 6) S P L Industries
7) Maxwell Industries 8) Maral Overseas
9) Zodiac Clothig Co. 10)Eastern Silk Inds
LOCATIONLOCATION
Market Share of Apparel IndustryMarket Share of Apparel Industry
7.6
7.55
4.89
3.8
3.57
2.74
2.74
2.31
2.31.81
58.13
Indian Rayon & Inds
Ambattuer Clothing
Rupa & Co.
Nahar Spinning Mills
Raymond Apparel
S P L Industries
Maxwell Industries
Maral Overseas
Zodiac Clothig Co.
Eastern Silk Inds
Others
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Location is the one of the major factor to look in this Industry and especially in
our firm which is mainly concentrating on Exports.
There are lot of options in selecting this location, each state provides special areas
for attracting the firms and do business by giving some exemptions.
Apart from these the. Some of the benefits that they are providing are as follows:
These Units arefree from plethora of rules and regulations governing
import and export.
100% Foreign direct investment in manufacturing sector allowed through
automatic route.
No industrial licensing restrictions on products reserved for Small Scale
Sector.
No licence required for imports.
And now in SEZs why we selected NAVI MUMBAI SEZ (NMSEZ) because of
the following reasons:
NMSEZ is the heart of Navi Mumbai.
Proximity to International and Domestic transportation infrastructure
Access to Mumbai, a regional and national trading centre for many products
Access to cheap and skilled manpower
Access to social infrastructure - CIDCO
Mile StonesMile Stones
Start Date End Date Budget (Cr.)
Company Set Up Dec 01, 04 Aug 31, 05 2.5 Cr.
Financial Backing Presentations Dec 01, 04 15 Feb, 05 1.3 Cr.
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Central / State Dept. Dec 15, 04 Dec 31, 04 -
Custom / Forex Dept Dec 15, 04 Dec 31, 04 -
Land Acquisition 15 Nov, 04 15 Jan, 05 35 Lakh
Construction 15 Dec, 04 May 31, 05 50 lakh
Recruitment Aug 1, 05 Sep. 30, 05
Raw Material Sep 01, 05 Oct 01, 05 30 lakhs
Production Start Oct 01, 05
Logo Design Sep1, 05 Sep 30, 05
PRODUCTION OF KURTASPRODUCTION OF KURTAS
We have planned production quarterly as under :
1st Qrt 2nd Qrt 3rd Qrt 4th Qrt
Stitch M/Cs 50 50 75 75
Shifts 1 1 1 2
Employees 69 69 69 129
In the first quarter we will be having 50 machines, 1 shift having 8 hours
duration and 69 employees. Machines will import from Germany each costing
1.2 lakh and knitting machine cost 50 lakh.
Number of Kurtas will be produced 165000 in the first quarter.
In second and third quarter we stick to the same production strategy.
In the 4th quarter we will add one more shift assuming that production will
increase.
NUMBER OF EMPLOYEESNUMBER OF EMPLOYEES
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1st Qrt 2nd Qrt 3rd Qrt 4th QrtSupervisor 2 2 2 3Maintenance 2 2 2 3Labours 55 55 55 110
Quality inspection 1 1 1 2Asst. quality inspec. 1 1 1 2Sweeper/cleaner 2 2 2 3Administrators/CA 1 1 1 1Accountant 5 5 5 5Total employees 69 69 69 129
SALARIES
Factory cost Rs./Empl./Month
Supervisor 5500Maintenance 3000
Labours 2500
Quality inspection 7000
Assistant quality inspec. 3500
Sweeper/cleaner 2000Administartion cost
Administarator/CA 7000
Accountant 3000
QUARTERLY PRODUCTIONQUARTERLY PRODUCTION
1shift = 8 hours
Working days per month = 26
Production = 165000
Raw material (i.e. buttons) cost will be Rs.7/- per pair.
Raw material cost = Rs.92812500
To produce each shirt there are 5 processes (cutting, stitching, designer
works, washing & drying, ironing)
Each process takes 12 minutes on an average
Per hour production on 5m/c =264
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Per day production=2115
Marketing and SalesMarketing and Sales
Considering that to the core of our business is stitching cloth and making
ready made garments for the garment companies, the textile industry can be
segmented into the cloth manufactures or fabric manufactures, readymade
garment exporters and companies that are a hybrid of these two.
Most companies in our business are targeting the ready made garment
exporters and the hybrid companies. This part of the business is straight forward
but difficult to differentiate. All these companies pick up the cloth or fabric from
these garment exporters, stitch the garment as per the specifications and then
deliver it to them on time. The margin enjoyed is pretty substantial especially in
the recent past when the demand for these readymade garments has shot up.
We will get in touch with the fabric or cloth manufacturers who supply this
cloth to the readymade garment exporters. The arrangement we intend to have is
that we will aim for a tie up with these companies who can in turn offer the
garment manufacturers a complete set of services. This will ensure that we get a
steady flow of business from these companies though the margins will be thinner
as we need to give them the added margins that they can offer to the garment
exporters. What we will also gain in this process is the experience of handling
large orders which can later be used to get into the market on our own. The fabric
or cloth manufacturers on the other hand will gain in the sense that apart from the
revenue they get on their existing business, they will get additional profits in
terms of the margins on the stitching cost they offer to the readymade garment
manufacturers and what we offer them. They will also be able to differentiate
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themselves as a company offering a range of services which would help them get
more business.
Once our company name is established and we have carved a niche for
ourselves, we would reverse the roles i.e. we will look out for fabric
manufacturers who would tie up with us for assured business while we gain on the
margins. This entire setup works favorably for us mainly because this ensures
optimum utilization of our machinery and man power a must for succeeding in
this industry.
We intend targeting these two segments by positioning ourselves on two
counts quality stitching and excellent prices. Quality stitching would becommunicated to the target segment by highlighting the best imported machinery
that being used in our factories and the highest quality of stitching tools being
employed. The price aspect would be communicated by highlighting the
increased automation of the processes in our factories. The prices are also
achieved as a result of the lower margins that we will be able to absorb.
The 4 PsThe 4 Ps
Product: The product strategy in place is the highest quality of stitching on offer
and the ability to cater to all kinds of fabrics. Its ultimate designs are of
international appeal.
Price: The margins allow us a lot of flexibility in pricing which would be used to
offer better credit periods. Discounts would also be offered based on the size of
the orders.
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Place: As part of our promotion, we intend to offer both pick up and delivery of
the material from and to the garment exporters or the fabric manufacturers.
Promotion: We intend to use advertising in media as a medium to promote our
business. Also we intend to use direct marketing with a core pitch stitching
relationships around which the campaign will revolve. An excellent sales agency
will also be put in place for better results.
STPSTP
SegmentationSegmentationThere are several basis of segmentation some of which are discussed below
Geographic Segmentation:
This involves segmenting on the basis of region, country, continent,
state, and district, urban & rural areas.. So we will be targeting North
East USA which includes New York, Boston & Philadelphia.
Demographic Segmentation:
We will be targeting men falling in the age group of 14-35. The market
places selected comprise of people mainly falling in the same age group.
Also there are many Indians residing over here who can be targeted as
our target market.
Psychographic Segmentation:
Variables such as the personality types, lifestyles & value systems form
the basis of psychographic segmentation. In this case people who are
stylish, open to new trends & traditional will be zeroed upon.
Volume Segmentation:
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Here the volume of purchase or the potential quantity of purchase is the
basis of segmentation. There may be bulk buyers & small scale buyers,
regular buyers & one time buyers. For Kurtas we are targeting young
and middle age crowd which is stylish and responsive to new trend
forming majority of the population.
Target Market SegmentsTarget Market Segments
Targeted primarily to style conscious person one who;
Is casual.
Has affiliation towards cotton material
Views it as fashionable apparel.
Consideration of Profitability:
The profit potential on the premium segment is quite high & a relativelylower volume would provide adequate returns to the firm. But as
competition is increasing day by day, and this product is generally
considered trendy the company will have to depend upon timely R&D in
design & fabric as we plan for a long term stand in the international
market.Market Segmentation & Target Market selection are closely
related to marketing strategy formulation. It is segmentation that leads
the firm to the acquisition of a competitive capability or a distinctive
excellence in catering to the specific needs of target segments of the
market.
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PSYCHOGRAPHIC ATTRIBUTESPSYCHOGRAPHIC ATTRIBUTES
As Youth of modern times who likes to portray an image which is versatile,
flamboyant, cheerful and simultaneously attached with their culture and we are
now targeting those youth by proper utilization of media tools to spread awareness
about our traditional oriented garments.
POSITIONINGPOSITIONINGIt involves the act of fixing the exact locus of the product offer in the chosen
market; it decides how & around what distinctive feature, the product offer has to
be couched & communicated to the consumers.
RESEARCH & DEVELOPMENTRESEARCH & DEVELOPMENTAs we have long term plans for the international markets and our product is
considered as trendy, timely R&D is necessary to retain the interest of the
consumers in the product. Also as time passes we will diversify into other clothing
like designer shirts, T- Shirts etc.
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Pricing on Quarterly basisPricing on Quarterly basis
Particulars Amount ( in Rs.)
Raw material 92812500
Labour 555000
Other manufacturing expenses 1100000
Total 94467500
Duties @ 10 % 9446750
Agency charges 100000000
Distribution cha 14273998
Total 218188248
Total kurtas manufactured are 165000.
Therefore cost price = 218188248/165000 = Rs. 1322 i.e. $ 29
Selling price would be $ 125
Therefore our profit would be $ 96 i.e. Rs.4416/unit.
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BRANDINGBRANDING
Brand is a name or symbol used to identify the source of a product. When
developing a new product, branding is an important decision. The brand can add
significant value when it is well recognized and has positive associations in the
mind of the consumer. This concept is referred to as brand equity
BRAND NAMEBRAND NAME
As we are the players of international market we need to name our brand in way
so that it appeals to that particular market. We have planned as our brandname since it is not only universally understood but also denotes Indian ness.
Brand Punch LineBrand Punch Line
The company name itself will be used to form the punch line of the brand.
means attainment of perfect bliss. That is what will be the kind of feeling the
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end user experiences after wearing our product. Hence the punch line WEAR IT,WEAR IT,
TO ACHIEVE ITTO ACHIEVE IT
Brand EquityBrand Equity
Brand equity is a set of brand assets and liabilities linked to a brand, its name
and symbol, that add to or subtract from the value provided by a product or
service to a firm to that firms customers.
The asset and liabilities on which brand equity is based will differ from context to
context; they can be usefully grouped into five categories:
1. Brand loyalty
2. Name Awareness
3. Perceived Quality
4. Brand association in addition to perceived quality
5. Other proprietary brand assets- patents, trademarks, channel relationship
etc.
Brand Equity provide Value ToBrand Equity provide Value To
Customers by enhancing
customers:
Interpretation / processingof information
Confidence in the purchasedecision
Use satisfaction
Firm by enhancing:
Effeciencies/Effectivenessof Mktg Prog
Brand Loyalty
Prices / Margins
Brand Extensions
Trade Leverage
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We will consider at least three perspectives to view brand equity:
Strong brand equity provides the following benefits: Facilitates a more predictable income stream.
Increases cash flow by increasing market share, reducing promotional costs,
and allowing premium pricing.
Brand equity is an asset that can be sold or leased.
Building and Managing Brand EquityBuilding and Managing Brand EquityIn his 1989 paper, Managing Brand Equity, Peter H. Farquhar outlined the
following three stages that are required in order to build a strong brand, consider it
with the example of
1) Introduction - introduce a quality product with the strategy of using the
brand as a platform from which to penetrate deeper into the market. A
positive evaluation by the consumer is important. Launch of is
based on the same principle.
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2) Elaboration - The brand is easy to remember and develop repeat usage.
There is accessible brand attitude, that is, the consumer easily remembers
his or her positive evaluation of the brand.
3) Fortification - the brand carries a consistent image over time to reinforce its
place in the consumer's mind and develops a special relationship with the
consumer.
Advertising aspectAdvertising aspect
Hoardings: - Electronic hoardings are easy way to advertise new brands that come
to market. So we plan to expose our brand through electronic hoardings through
out the NewYork city
Newspaper & magazine; - Newspaper & magazine advertising is the easiest way
to reach out the masses. Thus impressive advertising through newspaper would
help us to reach our target market effectively
Television ads: - taking cost into consideration advertising through television
becomes occasional but spot on like at the launch of new product and so on.
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Sales promotionSales promotion
Other than the efforts put in by the Sales agency we will even look forward to tie-
up with shopping malls. Also opportunities in entering shopping festivals will be
targeted. A continuous follow-up with the PR agency is necessary for
improvements in methods of building a brand image. Tie-ups with Marketing
agencies over there will help us market our product in a foreign environment.
DISTRIBUTION CHANNELDISTRIBUTION CHANNEL
Manufacturers & exportersManufacturers & exporters
Commission AgentsCommission Agents
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Small independent retailers Large independent retailers Multiple retailersSmall independent retailers Large independent retailers Multiple retailers
ConsumersConsumers