A STUDY ON PRODUCT AND BRAND MANAGEMENT DONE FOR US

POLO ASSN, KADAPA

EXECUTIVE SYNOPSIS
INDUSTRY PROFILE
The textile or apparel industry is primarily concerned with the production of yarn, and cloth
and the subsequent design or manufacture of clothing and their distribution. The raw material may
be natural, or synthetic using products of the chemical industry. Starting with the Industrial
Revolution, it has gained a state of supremacy with time. High production of wool, cotton and silk
all over the world has given a boost to the textile industry in past years. Though the industry
originated in UK, the art of textile production passed to Europe and North America after
mechanization of textile manufacturing process in those areas. Asian countries also industrialized
their economies and took steps for the growth of this sector. Japan, India, Hong Kong and China
have become leading producers of textile because of the availability of cheap labour which is a
very important factor for this industry.
COMPANY PROFILE
The U.S. Polo Assn. brand is the official brand of the United States Polo Association
(USPA), the governing body of the sport of polo in the United States. The Association's trademarks
and logos registered worldwide are managed by USPA Properties, a wholly owned subsidiary of
the USPA. USPA Properties, Inc. partners with licensees in North and South America, Asia,
Europe, Scandinavia, Russia, and the Middle East to provide consumers with branded apparel,
accessories, luggage, watches, shoes, small leather goods, eye wear and home furnishings.
Products are available in more than 135 countries at independent retail stores, department stores
and U.S. Polo Assn. brand stores. U.S. Polo Assn. products and pays royalties to the USPA for the
exclusive rights to license its trademarks.
REVIEW OF LITERATURE
A Product is the item offered for sale. A product can be a service or an item. It can be
physical or in virtual or cyber form.
A brand is both, tangible and intangible, practical and symbolic, visible and invisible under
conditions that are economically viable for the company.
NEED FOR THE STUDY

A Product is any offering by a company to a market that serves to satisfy customer needs
and wants. A product name becomes a brand when consumers associate it with a set of tangible
and intangible benefits that they obtain from it. Competition has become intense and chaotic with
great international brands, locally assembled products in the unorganized sector and opening of the
vast international arena both for imports and exports of products. This changed scenario has made
the study of Product & Brand Management imperative in the area of Marketing Management.
OBJECTIVES OF THE STUDY:

RESEARCH METHODOLOGY
Research design

: Descriptive in nature

Research method

: Survey method

Research instrument : A Well Structured Questionnaire and schedule

Data source

: Primary data and Secondary data

Primary data

: It is collected from respondents through structured questionnaire

Secondary data

: It is collected from the company websites, internet, magazines.

Population

: Customers of US POLO Assn, Kadapa.

Sampling size

: 100 Customers of US POLO Assn.

Sampling procedure

: Convenience sampling

Statistical tool

: Simple percentage method

FINDINGS:

SUGGESTIONS: