EXECUTIVE SUMMARY

This project report containing the marketing research on “ Brand Awareness of Forbes

Campbell knitwear ltd Belgaum”

I have chosen this topic concerned to their requirement as the Campbell

knitwear company is producing over 250 brands. But mainly 9 Brands on which I have

concentrated more as per requirement of CKL Company.

Because as the CKL Company is fully export oriented and now they

concentrating to target the domestic market and they trying to know how much the

domestic market or local people are aware of their different brands and how they have

opinion regarding these brands.

So in simple the need is to know, the awareness level and the customers

response about brands of Forbes Campbell knitwear ltd.

My basic intention is to make the customers or people make aware of different

brands of Campbell knitwear and also to know the opinion in the market and their

perception and satisfaction in the market of CKL.

DATA COLLECTION APPROCH:

By using primary and secondary sources collected the required information.

i. Primary source: Questionnaire , personal interview.

ii. Secondary source : Company website, related information from internet, journals,

Textbooks, newspapers, etc.

1

SAMPLESELECTION METHOD:

Regarding to my project my sample size is 100 and the sample target

customers are those people who visit the company’s outlets and by random sampling

through convenience sampling I.e. those customers who come at the different places near

the company’s outlets. There are basically three outlets that are present in Belgaum city.

Here random sample because to make people aware of Campbell knitwear different

brands, and also to check perception of people regarding brands who already knew the

CKL brands within belgaum.

METHO OF ANALYSIS:

It involves a recorded observations into dissipate statement. The measurement

and evaluation of data is done using stastical tools and technique like simple percentage

method, standard deviation, and graphical representation with the help of data code sheet

using MS Excel software.

CONCLUSION AND RECOMMENDATION:

All the analysis and recommendations are based on the results that have been got

after the completion of survey, which is being undertaken by me at the company’s three

outlets.

2

LIMITATION:

The main limitation in this project was that of time, this was because of the time

schedule that was given by the university guidelines, two days to visit company and rest

of the days to college. Hence for survey these days were not sufficient. Therefore time

was the obstacle in the completion of the project.

3

INTRODUCTION:

This project report is on market research on Brand Awareness of Forbes Campbell

knitwear. It is a partial fulfillment o requirement of MBA 4 th semester in Belgaum

Institute of Management Studies (MBA).

It was an good opportunity given by the CKL Company to learn practical aspects of

industry.

I have chosen this topic relating to the company requirement, to make the brand

awareness to the domestic market people or customer. As the CKL is export oriented

company the market as domestic level. So to make the awareness of different brands of

their company.

So the basic need is to know the brand awareness level of Forbes Campbell knitwear

ltd

I collected the information by a structured questionnaire that includes all the

requirements, what the company need.

4

LITERATURE REVIEW:

In marketing a brand is the symbolic embodiment of all the information connected with

a product or service A brand typically includes a name, logo and other visual elements

such as images fonts, color schemes, or symbols It also encompasses the set of

expectations associated with a product or service which typically arise in the minds of

people. Such people include employees of the brand owner, people involved with

distribution, sale or supply of the product or service, and ultimately consumers

In other contexts the term "brand" may be used where the legal term trademark is more

appropriate.

Branding is a basic marketing concept that is designed to set your products/services apart

from the competition. By using a particular name, phrase, design, symbol or a

combination of these, you can create a unique identity.

1. It should suggest product/service benefits.

2. It should be simple, memorable, and unique.

3. It should fit the image of the company.

4. It should have positive connotations for the target market.

5. It should be easy to pronounce and to pictorially.

5

Branding is not a sales and marketing gimmick. Instead it refines and defines corporate

culture and identity. A brand must have meaning to its consumers, its organization and its

employees. Brand is an emotional link between you and your customer. It is what people

buy when they buy your product or your company. The most important part of a brand's

identity is the promise it makes to customers. The essence of branding is simplicity and

timelessness.

Some marketers distinguish the psychological aspect of a brand from the

experiential aspect. The experiential aspect consists of the sum of all points of contact

with the brand and is known as the brand experience. The psychological aspect,

sometimes referred to as the brand image, is a symbolic construct created within the

minds of people and consists of all the information and expectations associated with a

product or service. The unicist approach to brand building considers the conceptual

structure of brands, businesses and people.

A brand which is widely known in the marketplace acquires brand recognition.

Where brand recognition builds up to a point where a brand enjoys a mass of positive

sentiment in the marketplace, it is said to have achieved brand franchise. One goal in

brand recognition is the identification of a brand without the name of the company

present.

6

The term brand name is often used interchangeably with "brand", although it is more

correctly used to specifically denote written or spoken linguistic elements of a brand. In

this context a "brand name" constitutes a type of trademark if the brand name exclusively

identifies the brand owner as the commercial source of products or services. A brand

owner may seek to protect proprietary rights in relation to a brand name through

trademark registration.

The act of creating public awareness of a specific brand in order to maximize its

recognition, successful brand awareness strategies should define a company's uniqueness

and set it apart from competitors. Quite simply, if potential customers do not know about

a company, they will not purchase from it. Therefore, one of the preeminent goals of any

business should be to build brand awareness, albeit in as cost-effective manner as

possible.

Consumers tend to make purchasing decisions based on peer recommendations

and direct experience, as well as traditional advertising methods. This is why it is

necessary to build brand awareness strategies out by instilling trust among consumers.

This trust must be achieved through credibility, rather than just a catchy advertising

campaign. Promotional marketing involving a one-to-one component is proving

increasingly effective at building trust and acquiring new customers.

7

Organizational Profile

Name of the Company :- Campbell Knitwear Ltd

Address of the company :- Campbell knitwear ltd

Post Marihal, Bagalkot Road

Dist Belgaum- 591167

Karnataka India

Year of Establishment :- 1995

Nature of the Industry :- Textile Industry

Head office of the company :- Mumbai

Corporate Office :- Khatau House,

2nd floor, 410/411 MogulLane

Mahim (west)

Mumbai – 400016

India

Marketing Office :- Khatau House,

Ground floor,

410/411 MogulLane

Mahim (west)

Mumbai – 400016

India

8

Bankers :- Standard Chartered Bank UTI Bank

Auditors :- Messrs, Murugesh and Company

Registered office :- Forbes Building

Charanjit Rai Marg

Fort. Mumbai- 400001

Board of Directors :-

B.G.Jain (Chairman)

F.K.Shah (vice president)

A.B.N Patel (General Manager)

R.S.Patil (Factory Manager)

V.K.Vora (Company secretary)

Fax :- 0091 831 2418353/2418282

Telephone number :- 0091 831 2418584

Website :- www.campbellknitwear.com

9

Forbes Campbell Knitwear (Div of Forbes Gokak Ltd.) is designed as down stream

integration to add the value to yarn produced by Gokak Mills a division of Forbes Gokak

Ltd., a member company of parent group.

Forbes Campbell Knitwear (Div of Forbes Gokak Ltd.), project is located 18 kms

away from Belgaum city (North Karnataka) surrounded by lush green pollution free farms.

The plant    is accessible   by air, rail and road from Bombay and Bangalore. Goa is only 150

Kms away from the plant.

10

While establishing the plant emphasis was   laid    on   being   eco friendly and

pollution free. And it has fully automatic water treatment plant for recycling    the    effluents,

captive   power generation and water supplies. They use dyestuff supplied by global firms

like ICI Sandoz, Ciba and Atul etc. The wastewater is released for affectation, which they are

developing   with plantation   over 250 acres of hilly land around factory

The company has spent US $ 8.00 million on this project and the investments in most modern

machinery and equipment with latest technology. The machines are imported   from    Italy,

Germany, Switzerland, USA, Japan and Sweden etc.

They have in-house training faculty fresh workmen   are   recruited   so as to suit and mould

them in their working environment. They have a team of young and energetic workmen with

an average   age of 24 years. They do not recruit anyone below 18 years of age and all the

rights   of the workmen are protected. The total Number of the employee is 888 including the

staff and workmen.

With such human technical infrastructure and corporate backing Forbes Campbell Knitwear

(Div of Forbes Gokak Ltd.), is committed to the world-class product.

11

TEXTILE MILLS IN KARNATAKA

Ram Kumar Mills Ltd

Subrada Textile Ltd

Sujata Textile ltd

Shri Chandrodaya Mills Ltd.

Farmers co-operative spg Mills,Holkati.

Shri.Anjaneya Cotton Mills.

Gokak Mills

Gopalkrishna Krishna Textile Mills.

The Banahatti co-op spg Mills ltd.

Gogte Mills, Belgaum.

Gadag co-op Textile Mills Ltd.

Velan Textiles Ltd.

12

Policies of the Government

In June 1985, the government of India announced the new Textile Policy with the

main objective to increase the production of cloth of acceptable quality at reasonable

prices to meet the clothing requirements of a growing population.

The Government will encourage the establishment of the world class integrated

textile complexes and processing units. A scheme for setting up integrated apparels

parks has been initiated. This will enable the ready-made garments industry to set up

modern units with excellent infrastructure.

The Textile Modernization fund set up in the year 1986 with a corpus of Rs.750

crores has received an overwhelming response from the mills.

The government of India is fully aware that, in the context of progressive

globalization, the Indian textile industry should improve product quality and cost

efficiency. The government has taken two major initiatives, namely the establishment

of,

Cotton Technology Mission (CTM)

Technology Up gradation Fund (TUF)

13

The government adopted the National Textile policy in the year 2000 to harness

opportunities for increasing India’s shares in global trade. The policy aims to increase

the values of textile and apparel exports from the current US $ 11 billion to US $ 50

billion by 2010.It also aims to increase cotton productivity by at least 50% and

upgrade its quality to international standards.

14

Process of planning at Campbell

Receiving of orders

Order confirmation

Issuing C.K.L’s order copy

Order Planning

Knitting

Cutting

Sewing

Productions follow up

15

Process of Orders in C.K .L

Conformation of order

Merchandiser

Lab Dips Approval

Knitting Fabrics Approval

Sample Development

Sample Approval

Final purchase order preparation

Knitting for Bulk

Dyeing and Finishing

Cutting

Sewing preparatory

Sewing

Pressing

Visual checking

Packing

Dispatch

16

Clients of the Company

Country Buyers Brand names Men’s wear Group Twin hill Original USA Vantage Vantage PGA Golf PGA Golf Andrew Sportswear Andrew Sport Destination

Esprit Esprit Europe Smart way Smart way

Worthvaley Pierre cardin Asics Asics

New Zealand Wales and makenly Pearl

Mexico Mexinde The One

Oman Oman Textiles Nasse, Joman

17

Domestic Buyer

Buyers Brand Name

Levies Docker’s Levies Trents Westside

Shoppers stop Stop!

Killer Killer

Reebok Reebok Proline Proline, Fila, K-Swiss

Arvind Brands Wrangler, Newport, Lee, Flying Machine, Arrow,

J C Clothing M.T.V. Mini phoss,

18

Number of Departments

Yarn Department

Knitting Department

Batch Preparation Department

Dyeing Department

Sampling Department

Cutting Department

Embroidery Section

Sewing Preparation Department

Production / Sewing Department

Packing Department

Stores Department

19

Yarn Department

This is the starting point of the production process where the main Raw material,

the Yarn is received that goes the metamorphosis of being converted into fully finished

garments.

The location of the yarn godown is such that the yarns are directly unloaded from

the trucks, inside the godown without being damaged. They are stored in a well-

organized manner and proper records are maintained. The storage capacity is of 40 to 50

tons of yarn.

Order are placed with Gokak Mills as per the purchase order of the buyer, if yarns

are not available with Gokak Mills, it spins the required yarn within 15 to 20 days and

send them to Campbell Knitwear Ltd, 70% of the yarn is brought from the Gokak Mills

and other 30% is filled by Arihanta Spinning Mill (Vardhaman), Amarjyoti Spinning Mill

Tirpur, and Mahaveer Spinning Mill and so on.

Types of yarn:

Grey Yarns: Unbleached yarns.

Dyed Yarns: Different color yarns

Melanged yarns: Fibers which are dyed and spun into yarns

Polyester cotton yarns

Lycra threads: these are used for streachability

Viscose rayon

Filament yarn

20

Yarn Godown Slip

Yarn Count:

Mill:

Lot/Shade:

Mfg.Month:

Total cones:

Gr.Wt:

Net.Wt:

Remarks:

21

Knitting Department

This department is the second step of production where the yarn starts taking a

form into a knitted fabric. The temperature maintained normally is “between” 22 to 26

degree Celsius; the machines are set before starting the knitting process the knitting goes

on for 24 hours of a day comprising of 3 shifts when the operators change.

In knitting department they have circular knitting machine. There are in

all 13 circular knitting machines out of which 12 are Single Jersey Machines and 1 is

Double Jersey Machine. The Machine diameter is selected as per the buyer’s order,

which means Lower diameter for kids garment and higher diameter for larger size.

The machine stops production automatically when 25 kgs are produced. Roller take down

Mechanism is used.

22

For cuffs and collars they use flat knitting machine, which can knit

four yarns at a time or more, there are 5 flat knitting machines in the Company. The

company uses programmed floppies for various ribs. Due to the software present inside

the machine, rib designing can be done in the machine itself. The maximum collar length

that can be achieved in this machine is 50 cms.

Humidification plant

The humidification plant is located besides the knitting department to

maintain the ideal temperature and pressure for knitting. The temperature maintained

normally is between 220 to 260 . The relative Humidity maintained is 65%.

During knitting, a lot of fly and fluff is generated inside the knitting

Department that obstructs the knitting process and there by Result in a number of defects

in the fabric knitted. In order to avoid any such problems, the air inside the department

needs to be replaced by fresh air from outside. This task of replacement of air is carried

on by the humidification plant which supplies fresh air at the right temperature and

Humidity, thus helping to maintain the quality of the fabric knitted and the working

environment inside the department.

23

Batch Preparatory Department

This department helps the company in taking its foremost step towards

maintaining global quality. Once the fabric is knitted it is brought in the form of rolls to

this adjoining department and sent to dyeing department in form of Batches.

The fabric is unrolled inspected for defects, reversed and batches are made

along with required tapes collars, cuffs and are sent to the dyeing department to be

dyed in the same shades. The batches are marked, labeled before sending to the

Dyeing Department.

Though the fabric-unrolling machine has the capacity of unrolling 6000 kgs

of fabric per day but based on the order it unrolls approximately only 2000 kgs.

24

Dyeing Department

In this department the fabric takes its true colors and the department consists of:

Dye Lab

Dye Kitchen

Dye Section

Dye Lab:

The company has fully fledged lab in their dying house, equipped with all required

equipments to test the dyes and chemicals as well as finished fabrics.

The laboratory supports the dying department of the company based on

the order placed by the buyer the dyes are prepared for the shade required. For the testing

of dyes various tests like dry rub and wet rub are done on the swatch sample, all tests are

carried out according to ISO standards.

The swatch samples are sent to the buyer who then gets it tested by dyeing

testing agencies like SGS India etc. In case the tests of the dye lab and the buyer’s testing

agency match, the approval for bulk dyeing is given.

25

Dye Kitchen:

The dye kitchen is located above the dye lab and which can be

broadly divided into three sections:

Chemical section--- for storing the chemicals used for making the dyes

Dye preparation section--- where bulk dye is prepared.

Dozing section--- which consists of dozing tanks for each Dyeing machine.

The speed and proportion of dye, which is sent to dying machines is controlled by these

dozing tanks.

26

Dyeing Section

The Dyeing Section consists of 5 soft-flow jet dyeing machine, the

capacity of two being 400 kgs each, two being of 200 kgs each and one of 50 kgs. The 50

kgs capacity machine is used for sample dyeing and the rest four are used for bulk

dyeing. Also, one garment-dyeing machine is used as and when fully finished garments

need to be dyed.

There are five people working for all the dyeing machines in each shift, there are

3 shifts, the work being continued for all the 24 hours.

Dyeing Process:

1. Scouring

2. Bleaching

3. Dyeing

The whole dyeing process including scouring and bleaching takes around

11 hours.

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Finishing Department

The finishing department is adjacent to the dyeing department and is equipped with all

modern machinery. The fabric, which are dyed are passed on to this department.

Once dyeing is done, the fabric is squeezed to extract the water.

For this there are two machines HYDRO EXTRACTOR of 100 kgs capacity and WEISS

SQUEEZING machine of 200 kgs capacity are used.

The fabric is then passed through the WET SPREADER machine to

remove all the ridge marks. The capacity of this machine is 400kgs per 1.5 hour,

temperature required is 140 degree Celsius. This results in shrinkage ranging between

1cm to 2cm, then fabric compacting is done on the compacting machine. This is done to

remove shrinkage and set the required GSM of the circular fabric. The fabric is then

finally dried by passing it through the RUCKH Drying machine of capacity 1500kgs/ 8

hours

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Sampling Department

The sampling department makes the garment according to the buyer’s requirements in

order to get them approved. Once the sample as approved, the bulk production starts.

The placement of the order depends upon the approval of samples sent

by this department to the Buyer. There are four kinds of samples

Proto sample

Size set sample

Pre-production sample

Salesman sample

Proto sample:

They have the main style and fitting features of the garment

which are changeable according to buyer’s needs.

Size Set Sample:

These are prepared after the approval of proto sample and

consists of all sizes, Small, Medium and Large. This sample

is important for measurements and fittings.

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Pre-Production Sample:

This sample is the exact clone of the garment the factory

is supposed to produce in bulk. Three pre-production

samples are produced, two being sent to the buyer and

one is kept with the company itself.

Salesman sample:

Around 30 to 40 pieces of garments are made and are hung

in the shops.

When the pre-production sample is approved, bulk production is

started. In case of new orders, Pilot run is done within the sampling department

and accordingly the production process is changed. The company separately

charges for the samples it makes for the buyer.

30

Cutting Department

The cutting department is situated in between the warehouse

and the sewing preparatory department, so the fabric is easily brought from the

warehouse, gets cut and moves to the sewing preparatory.

Various batches of

fabric are sent to the cutting department along with the cuffs, collars and trims. Records

are maintained in each department and are crosschecked.

The cutting department has a capacity of 15000 pieces per day and is equipped with an

automatic Dye and Punch Bierrebi cutting Machine. This machine is used to cut the

fabric of various design, acceptable by the machine. The machine cuts 1200 pieces per

hour.

Band knife is used to cut the collars, cuffs and sleeves. Ten layers can be cut at a

time on a band knife. Collars, plackets and pockets are cut along with the fusing.

31

Embroidery Section:

M/C MODEL DC-6, 18 Heads, TAJIMA

M/C is of 18 headed / head 6 needles.

Rings Size Used are 7-24 ” Rings

Cost- 14 lacks

Threads used are 2-ply embroidery Silk thread

100% Viscose filament-rayon

900m/tube-63 L

One Box Contains 10 tubes

Supplier:

Regd Natesh implex private Ltd.

Yashawantpur Bangalore-560022

CKL has done more then 300 Designs.

M/C are fully computerized. The designs are fed into floppy and these floppies are stored

properly. When repeat order comes they have style no and CKL-No.

According to which they sort out and do the embroidery.

32

Sewing Preparatory Department

This department lies in between the cutting department and the sewing

department. As the name suggests, it prepares the panels to be stitched and made into

garments in the sewing department.

In this department, the plackets are marked and stitched in the front panel

and the moon-patch with labels as per the buyer’s requirement in the back panels. Cuffs

are also attached to sleeves and various other functions are done according to the style of

the garment.

There are supervisors who keep a track off what the workers are doing and check

whether the position of labels and pockets are proper and guide the operators accordingly.

The department also has a machine for printing with Heat-pressing, which is used to print

logos or company name on the required panels.

A yellow card is hanged at each machine that shows how many pieces the operator

has been able to produce in a day and whether he has been able to meet the targets. The

garment parts are transferred from one operator to the other in crates.

33

Production / Sewing Department

In this department, the various garment parts are assembled, top

stitched and various finishing touches are given as per the buyer’s requirement. It is

adjacent to sewing preparatory department and Packing Department.

Based on the orders placed by the buyer, line setting is done in the

production department. There are six lines in this department and each line is given a

target of number of pieces, which they should produce. At the beginning of each line,

loading is done. The department is equipped with switch track handling system and single

line assembly system is followed.

There are 130 various machines installed in the sewing department.

There production capacity per day is 10000 to 12000 pieces.

34

Packing Department

The packing department is adjacent to the sewing department and has an adjacent

warehouse from where the cartons can be loaded onto the trucks when the lot is to be

sent.

In this department the final packing is done. The shirts packed in polybags from the lines

are sent to the department. It is here that they are packed into cartons. There are in all 14

workers in the department who are called as per requirement.

When packed pieces of garments are sent to this department from the line, an order slip is

also sent along with it. The worker at the receiving counter tallies the number in the slip

with the number of garments received. The garments are the packed in cartons in lots of 6

or 10 pieces as per the buyer’s requirement.

A small slip is placed in each carton containing information regarding the

following.

Serial Number

Order Number

Date

Color Number

Size Ratio

35

A sticker is also pasted on the cartons containing the following

information.

Reference Number

Purchase Order Number

Style Number

Size

Quantity

Carton Number

Country of Origin

36

Stores Department

It is adjacent to the production and packing department. The stores

department has racks in which buttons, labels, threads and various accessories of various

orders are kept. The racks are labeled and the accessories belonging to the particular

buyer are kept in there respective racks. It also stores the stationery to be used by the

various departments

When an order is placed, garment accessories are ordered by the

company for bulk production which are then sent to different departments according to

the targets and requirements of the day.

Labels, which are required by the sewing preparatory department are

sent to that department when the lineman brings the slip with the signature of their

supervisor.

When this department receives goods, goods Inward Invoice is prepared in which

the party name from whom the samples are bought is maintained and sample is attached

to it. One copy is kept with the Stores Department, another copy is sent to the

Merchandising Department. The third copy is sent to the purchasing

department. It is on their approval that the payment is made.

37

FABRIC DEFECTS KEPT IN MIND WHEN INSPECTION IS DONE

Fabric Faults:

1. Colour Combination

2. Thick Yarn

3. Thin Yarn

4. Barre effect

Knitting Faults:

1. Loop Drop

2. Sinker Line

3. Knitting Hole

4. Needle Line

Dyeing Faults:

1. Mud Stains

2. Streak Marks

3. Tie Knots

4. Dye Stains

Other Faults:

1. Yellow Marks

2. End of roll

3. Oil stains

38

Organizational chart

39

Chief Executive Officer

Vice President (Marketing)

Factory Manager(HRD Department)

Marketing Finance

HRD Maintenance Production

Knitting Dept

Dyeing Dept

Cutting Dept

Sewing Dept

Packing Dept

General Manager (Production)

Objective of the study:

The main objective of the study is to know the brand awareness of Forbes

Campbell Knitwear in Belgaum city.

To know the attitude and belief of the customer about CKL products.

To measure the perception, attitude, and customer belief towards the products.

40

Statement of the problem

“ To know customer awareness on Forbes Campbell knitwear brands”

After making impressive sale of quality t-shirt in other countries. Ckl is going to in due,

its different brands in domestic market. so it is very much necessary to know the

awareness level of CKL brands in domestic market.

Customer awareness is mainly depends on strategies used by promotional

manager. An effective promotional method has to be used to make customers aware of

the product. There are many medias through which a company can undertake to solve this

problem.

Brand loyalty, Brand image and goodwill of the firm are all contributors to make

Awareness of the product. If the brand image is very high then any product which is

newly launched by that company.

The product quickly becomes aware in the market. Some company spends huge

amount of money in advertising the product.

The intention of the advertising is to spread awareness of the product

and advertising plays vital role in the creating awareness of the product.

41

Purpose of the study

The purpose of the study is to get practical knowledge and to get experience and also to

know the various challenges that are faced in the corporate world.

The rational behind choosing this topic is to study/to know –

To determine or to know the awareness level of Campbell brands in Belgaum city.

To know the attitude and belief of the customer about CKL products.

To determine the factors which influences the purchasing of t-shirt.

42

Scope of the study

The main important purpose of the study is to know the awareness level of Forbes

Campbell knitwear brands, and also to know the customers perception regarding brands

that are already using the brands or the existing customers.

I also like to know the factors which influences the purchasing of the t-

shirt. The study is conducted in Belgaum city included the shops / outlets of CKL and by

random sampling.

43

Sampling

Sample: Representation of a particular population. And is the subset of the population.

Concerned to

my project, the sample represented is, as sample size of 200 people in number & the

sample is consisting of the customers of Campbell knitwear Ltd and the target customers

i.e., students of different colleges within Belgaum City.

Stages in the selection of a sample

Define the target population

Specify the sampling frame

Specify sampling unit

Specify sampling method

Determine sample size

Specify sampling plan

Select the Sample

Define the target population:

Concerned to my project, I have selected the target population as, the customers come to

the company’s outlets and also through random sapling the customers who come to the

market area.

44

Select the sample frame:

Concerned to my project, the sampling frame held in Belgaum city, here basically the

company’s outlets and customers come to marketplace through convenience sampling.

1. In company premises at Marihal

2. Aidithya arcade Nehru Nagar

3. Kirloskar Galli

SPECIFY THE SAMPLING UNIT:

Sampling unit consisting of the selected sample.

SPECIFY THE SAMPLING METHOD:

Concerned to the project, I am using the non-probability sampling method.

I.e. through random sample.

DETERMINE SAMPLE SIZE:

Here the sample size selected is 100

SPECIFY SAMPLING PLAN:

Sampling plan is done according to the stages in the sampling process. Here

I have planned as per my convenience.

SELECT THE SAMPLE:

It includes the actual selection of he sample elements (already listed), and fieldwork

(as I am using the questionnaire)

45

MARKETING RESEARCH

Marketing research according to American marketing association is defined as

“Marketing research is the function which link the consumer, customer and public to the

market through information. Information used to identify and define marketing

opportunities and problems generated, refine and evaluate marketing action, monitor

marketing performance and improve understanding of marketing as a process”.

46

MARKETING RESEARCH DESIGN

47

Estimate the value of information

Select the value of information

Select the Data Collection Method

Select the Measurement Technique

Select the Sample

Select the Analytical Approach

Evaluate the Ethics of the Research

Specify the Time & the Financial cost

Define the Research problem

Data Collection Methods:

Primary Data Collection:

Interview: The administrator of a questionnaire to an individual or group

of individuals is called an interview.

Type of Interview: Structured Interview, it refers to the extent to which

an interviewer is restricted to following the wording and instructions in the

questionnaire.

Concerned to my project, I am using the structured questionnaire with open-

ended, close ended. And the questionnaire was addressed to the customers who visited

the outlets and also those customers who visited the market area through convencine

sampling.

Measuring Tools:

Descriptive type of research, using the questionnaire was being incorporated.

48

MEASUREMENT TECHNIQUE

Questionnaire:

This is most easy technique that is sought after and one of the easy method

to gather primary information and is a core source for primary data and this type

of data collection technique is being incorporate by me through the questionnaire.

And the questionnaire would be given to those customers who visit these outlets.

Graphical Methods:

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Analysis and interpretation

Q1. Are you aware of Forbes Campbell knitwear.

Total number of sample Yes No

100 92% 8%

From the above graph we can see that, in the total sample size of 100. 92% of the

respondents were aware of Forbes Campbell knitwear brands, and 8% of the respondents

were not aware of CKL.

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Q2. Have you ever tried of Forbes Campbell knitwear brands.

Total number of sample Yes No

100 77 23

The above graph reveals that out of 100 respondents, 77 respondents had tried Forbes

Campbell knitwear brands. And 23 respondents said that they have not used / tried CKL

brands.

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Q3.If yes, what is your opinion about brands of Forbes Campbell knitwear.

Total number of

sample

Poor Average Good Excellent Blank

100 0 18 44 17 21

Here from above we can see that, the opinions made by the customers towards the CKL

brands. 44 respondents have opinion that the CKL products are good. 17 respondents

have rated it as excellent brand. 18 of them said that the brands are average and 21

respondents did not respond to the question / the left it as blank in the questionnaire. No

customers have read the CKL products as poor.

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Q4. Whether the brands have leaved up to your expectations.

Total number of

sample

Strongly agree

Agree Neither agree nor disagree

Disagree Blank

100 29 28 21 1 21

The above graph illustrates the expectation level of customers towards the CKL products.

out of 100 respondents, 29 respondents have strongly agreed that what ever they expected

from the brand has leaved up to their expectations. 28 respondents have too agreed on

this, 21 respondents have neither agreed nor disagreed on this. They were neutral on this.

21 respondents did not mentioned their expectation level. And only 1 respondent has said

that he totally disagree that the brand did not leaved upto his expectation.

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Q5. Which type of style do you prefer while purchasing t-shirt.

Total number of

sample

Polo type V-Shaped Basic type Printed Blank

100 30 14 18 17 21

Here from the above graph we can see that 30 respondents preferred polo type, 14

respondents have preferred v-shaped, 18 respondents have preferred basic type, 17

respondents have preferred to printed and 21 respondents did no mentioned their

preferences while purchasing t-shirt.

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Q6. Which brands of Forbes Campbell knitwear are you aware of.

Total number

of sample

cotton field

S’oliver Twin hill

John player

Byford others Blank

100 31% 4% 10% 24% 7% 3% 21%

Here we can see that out of 100 respondents, 31%respondents are aware of cottonfield,

4% of respondents were aware of s’oliver, 10% were aware of twin hill, 24% of the

respondents were aware of john player, 7% of the respondents were aware of byford and

remaining 21% of the respondents did no mentioned in the questionnaire.

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Q7. In the company’s outlets whether the salesperson properly to buy the t-shirt.

Total number of sample

Yes No Blank

100 74 5 21

The graph reveals that out of 100 respondents, 74 respondents have agreed that the sales

persons in the outlets are good they communicate to buy the t-shirt. And 5 respondents

did not agreed upon the salesperson efficiency and remaining 21 did not respond on this.

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Q8. How often do you buy the t-shirt.

Total number of sample Regularly Occasionally

100 70 30

Here in this graph we can see that out off 100 respondents, 70 respondents purchased the

t-shirt on a regular basis, and remaining 30 respondents purchase occasionally .

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Q9. On which factors do you give more preference while buying a t-shirt.

Total number of sample

Brand name Quality Price Availability

100 51% 40% 9% 0

From the above graph we can see that out of 100 respondents. 55% of respondents

preferred on brand name, 40% of respondents preferred on quality aspect. 9% of the

respondents preferred on price and finally no respondent pointed on availability.

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Q10. Your age

Total number of sample

Below 18 years 18-25 years 25-30 years Above 30 years

100 5 48 27 20

Here in the graph we can see that the age of customers. 5 respondents were below 18

years, 48 respondents were between 18-25 years, 27 respondents were of the age of 25-30

years and 20 respondents were above 20 years.

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Q11. Any suggestions on Forbes Campbell knitwear brands.

Total number

of sample

More advertisement

More outlets

More awareness on brands

PrintedT-shirt

Good quality

Variety in

design

Quality aspect

Blank

100 18 5 14 2 1 6 3 46

Here from the above we can see that, the sample size is 100, and out of that, 18

respondents were in favor of more advertisement of should be carry out by the company

to promote the brands. 5 respondents suggested on more outlets, 1 respondents suggested

on good quality and they should maintain the same for long period, 14 respondents

suggested to spread awareness of brands in the market, 2 respondents suggested that there

should be more printed shirts, 3 respondents suggested on quality aspects, 6 respondents

suggested in more variety in design and color, and 46 respondents did not responded /

suggested.

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MASTER SHEET

SL.NO Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q111 1 1 4 1 1 3 1 2 2 4 more awareness on brands2 1 1 3 2 1 1 2 2 2 4 more awareness on brands3 1 1 3 2 1 5 1 2 2 3 more advertisement should be done4 1 2 3 3 3 6 1 2 2 4 more awareness on brands5 1 1 3 1 2 1 1 1 1 3 new designs and diff colors6 1 1 3 2 3 1 1 1 2 2 more awareness on brands7 1 1 3 2 1 1 1 1 2 4 more awareness on brands8 1 1 3 2 1 4 1 2 1 2 new designs and diff colors9 1 1 3 2 3 1 1 1 2 3 quality is very good maintain same

10 1 1 3 3 1 1 1 1 2 2 new designs and diff colors11 1 1 3 3 2 1 1 1 2 2 quality is very good maintain same12 1 1 3 2 1 1 1 2 2 2 more awareness on brands13 1 1 3 2 1 6 1 2 2 2 more awareness on brands14 1 1 3 2 1 6 1 2 2 2 more outlets15 1 2 2 1 2 new designs and diff colors16 1 2 2 2 4 quality is very good maintain same17 1 2 2 3 4 more awareness on brands18 2 2 2 2 4 more awareness on brands19 1 1 3 1 2 1 1 2 1 4 more advertisement should be done20 1 1 3 1 3 1 1 1 1 4 more advertisement should be done21 2 2 2 1 3 more advertisement should be done22 1 1 4 1 1 1 1 1 2 3 more advertisement should be done23 1 1 4 1 1 4 1 1 2 3 new designs and diff colors24 1 2 1 2 2 more advertisement should be done25 1 2 2 1 2 more advertisement should be done26 1 2 2 2 227 1 2 1 1 228 1 1 2 2 3 3 1 1 1 229 1 2 3 3 3 2 1 2 3 230 1 1 4 2 1 4 1 1 2 231 2 2 2 2 3 quality t-shirt32 1 1 3 1 3 3 1 1 3 333 2 2 2 2 134 1 1 2 3 3 1 1 2 1 3 more outlets35 1 1 3 2 2 1 1 1 2 236 1 2 2 3 237 1 1 2 1 1 4 1 1 1 338 1 2 2 1 2 good quality39 1 1 3 2 3 1 1 1 1 240 1 1 2 1 1 1 1 1 1 241 1 1 2 2 1 3 2 1 1 2 more outlets

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42 1 2 2 3 3 quality t-shirt43 1 1 3 2 3 3 1 1 2 2 more outlets44 1 1 3 2 1 1 2 1 1 345 1 1 4 3 3 3 2 1 1 346 2 2 2 1 247 1 1 3 1 3 2 1 1 2 2 more advertisement should be done48 1 1 3 3 4 4 1 1 2 249 2 2 2 2 350 1 1 3 2 2 4 1 1 1 2 more advertisement should be done51 1 1 4 3 4 5 1 1 3 2 quality t-shirt52 1 1 3 2 1 1 1 1 1 2 more outlets53 1 1 2 2 1 3 1 1 1 354 1 1 3 2 1 1 1 1 1 4 more advertisement should be done55 1 2 2 1 2 quality t-shirt56 1 1 3 3 4 1 1 1 1 2 quality t-shirt57 1 1 4 2 3 4 1 1 2 258 1 1 3 2 3 5 1 1 1 3 quality t-shirt59 1 1 4 1 4 5 1 1 1 460 1 1 2 3 4 1 1 1 1 261 1 1 2 2 3 1 1 1 2 4 more advertisement should be done62 1 1 3 2 4 5 1 1 1 163 1 1 3 1 2 1 1 1 1 4 more advertisement should be done64 1 1 2 2 4 3 1 1 2 3 printed t-shirt more65 1 1 2 2 1 1 1 1 1 4 more awareness on brands66 2 2 2 3 2 more awareness on brands67 1 1 3 1 4 5 1 1 2 3 more advertisement should be done68 1 1 4 3 4 4 1 1 1 369 1 1 4 3 2 4 1 1 1 4 more advertisement should be done70 1 1 3 1 1 1 1 1 1 2 more awareness on brands71 1 1 3 2 1 1 1 1 1 3 more advertisement should be done72 1 1 3 1 4 4 1 1 1 3 more awareness on brands73 1 1 4 1 4 1 1 1 1 274 1 2 2 2 275 1 1 3 3 2 4 1 1 1 176 1 1 3 2 2 3 1 1 1 277 1 1 3 3 1 4 1 1 1 278 1 1 3 1 4 2 2 1 1 479 1 1 4 3 2 4 1 1 1 2 more awareness on brands80 1 1 2 1 4 4 1 1 2 2 printed t-shirt more81 1 1 3 1 1 1 1 1 2 282 1 1 2 3 2 3 1 1 2 483 1 1 3 1 3 4 1 1 2 3 more advertisement should be done84 1 1 3 3 4 4 1 1 1 285 1 1 3 1 1 1 1 1 2 4

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86 1 1 4 1 2 4 1 1 1 187 1 1 2 3 3 1 1 1 1 288 1 1 3 1 1 1 1 1 1 289 1 1 2 3 1 4 1 1 1 390 1 1 3 3 1 4 1 1 1 291 1 1 4 1 2 2 1 1 2 192 1 1 2 1 1 1 1 1 1 2 more advertisement should be done93 2 2 2 2 494 1 1 2 1 1 5 1 1 2 395 1 1 4 3 3 4 1 1 3 396 1 2 2 3 497 1 1 4 4 4 4 1 1 1 398 1 1 4 1 4 4 1 1 1 399 1 1 2 1 2 4 1 1 1 2 more advertisement should be done

100 1 1 2 1 4 4 1 1 2 2

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SUMMARY

A project report containing the marketing research on “BRAND AWARENESS OF

CAMPBELL KNITWEAR LTD” marihal, belguam.

It was a great opportunity for me to learn new things and experience a challenges that are

being face in the corporate world.

As the ckl company is fully export oriented company and now the company want to

expand its marketing in domestic market. So the need to know what is the brand

awareness level about Campbell knitwear ltd was needed.

The questionnaire was administered to the customers of ckl products, and it was through

random sampling. And my sampling frame was company’s three outlets and also those

customers who had come to marketplace.

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FINDINGS

It was amazing to know customers were aware of Campbell knitwear ltd

i.e. 92% of the respondence were aware of CKL.

The brands that were aware by the customers are cotton field 31%, john

player 24%. These were the brands that maximum of the customers were

aware of.

While conducting the survey nearly 77 respondents had tried CKL brands.

Most of the customers preferred CKL due to its brand name and quality.

The brands have leaved up to the expected on of the customers.

The perception of the customers towards CKL was good. I.e. the CKL

brands have developed brands equity in the minds of the customers

There is a huge demand for the different varieties and design of Forbes

Campbell knitwear brands

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RECOMMENDATION AND SUGGESTIONS:

By deep drilling of project some suggestions I would like to add to the company-

As the company already grab the international market by its quality and different

brand awareness has to be domestic market the brand awareness has in domestic market.

the brand awareness has to be increase. The company awareness level is ok, but people

don’t know the new brands, which are produced by the company. They only know 2 or 3

brands of the company.

And regarding the company the company outlets in Belgaum is so big city, which

is heavy over 5 lakhs population. so as the CKL situated beside Belgaum city in marihal

village. So company has to open its outlets as much as possible, so people can buy t-shirt

easily.

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And company has to concentrate more on its brand advertisements as other outlets

advertise its different brands of t-shirts the ckl company also its different brands of t-

shirt, the CKL company also advertise to make aware of its products.

As the company is producing or manufacturing quality t-shirts, polo type, v-shaped,

basic type. People want more of round neck with printed in different shape, like full t-

shirt with different prints, most of the young college students and the people of age group

between 18-25 are like to wear printed t-shirts.

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Conclusion

From the comprehensive mining of the project some of the proposed actions or some of

the suggestions to the company are ----

The company awareness level is ok, but people don’t know the new brands, which are

produced by the company. They only know 2 or 3 brands of the company.

This is because CKL is totally an export-oriented company. And now

the company also concentrating on domestic market. Therefore there is a lot of potential /

opportunity in the domestic market. It is also observed that the advertising and sales

promotional activities that are carried out by the outlets are very poor. Therefore they

should formulate some aggressive strategy, which will help to increase the sales volume.

And also to mention that fact that the t-shirts that come to the outlets are not the size of

many customers. The company should bring the size of Indian customers.

And regarding the company the company outlets in Belgaum is so big city, which is

heavy over 5 lakhs population. So as the CKL situated beside Belgaum city in marihal

village. So company has to open its outlets as much as possible, so people can buy t-shirt

easily.

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QUESTONNARIE

Awareness of Brands of Forbes Campbell Knitwear

Sir/ Madam

I am MBA student from Belgaum Institute Of Management Studies. This questionnaire is part

of my curriculum and hence your information will be strictly meant for academics purpose only.

Please co-operate with me.

1.Are you aware of Forbes Campbell knitwear.

Yes[ ] No[ ]

2.Have you ever tried Forbes Campbell knitwear products.

Yes[ ] No[ ]

3.If yes, what is your opinion about Brands of Forbes Campbell knitwear

(a) Poor (b) Average (c) Good (d) Excellent

If no go to Q.No 8

4.Whether the Brands have leaved up to your expectations.

(a) Strongly agree (b) Agree (c) Neither agree nor disagree (d) Disagree

5.Which type of style do you prefer while purchasing T-shirt.

(a) Polo type (b) V-shape (c) Basic type (d) Printed

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6.Which brands of Forbes Campbell knitwear are you aware of.

(a) (b) (c) (d) (e)

7. How often do you buy a t-shirt

Regularly [ ] Occasionally [ ]

8. One which factors do you gives more preference while buying a T-shirt.

(a) Brand Name (b) Quality (c) Price (d) Availability

9. Your Age

(a) below 18 years (b) 18-25 years (c) 25-30 years (d) above 30 years

10. Any suggestions on Forbes Campbell knitwear brands.

Name : Occupation:

Address: Phone. No:

Thank you

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BIBLIOGRAPHY

1. Marketing Management

- Philip Kotler

2. Marketing Research

- Tull and Hawkins

3. Websites

- www.google.com

- www.campbellknitwear.com

4. Materials

- Journals, Magazines, News Papers and Books

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