Business process skills | Haresh swani

9/1/2009
OASIS APPARELS (T-
LTD. SHIRTS)
PROJECT BY:
Group No.1
(Roll No’s 2, 4, 6, 9, 10, 12, 13, 14,
16 and 26)

Submitted To:
Prof. Nitin Kubde.
INDEX
Sr. No. Particulars Page No.
INTRODUCTION
Oasis Ltd. is apparel manufacturing company, mainly T-Shirts and also in retailing of
its product through its retail outlets in and around Mumbai. Its manufacturing unit is located at Bhivandi
and retail outlets at Thane, Vashi, Kanjurmarg, and Parel. Where manufacturing plant is owned and retail
outlets are on rental basis.

MISSION
Oasis Ltd. takes great pride in the quality of its products and the value those products
bring to its customer. People are our greatest resource and because our customers are the core of our
business, Oasis ltd. strives to ensure that its products are produced in a manner that reflects our focus on
people and the environment in which we live. At Oasis Ltd., our goal is to sell products produced under
fair working conditions in a safe and healthy environment. Oasis Ltd. does not condone, nor shall it
participate in or do business with anyone engaged in any illegal or inhumane practices.

As a responsible corporate citizen, Oasis Ltd. understands that its business will bring it
in contact with various cultures having differing traditions and varying industrial environments, Oasis
will make every effort to select suppliers, manufacturers and other vendors whose policies and corporate
culture are consistent with Oasis Ltd. business values and practices.

THE COMPANY
We are manufacturer in Bhivandi. Our company has 1 production bases, covering an area of
3,500 square meters with 3 workshops and over 50 workers in total.

In order to make a good quality control and production time control, our company has a
printing factory, and a knitting factory. Besides, we have also set up a testing laboratory for fabric testing
equipment.

Insisting on the principle of "win-to-win", we are offering high quality products, competitive
price, and prompt delivery, friendly and trustworthy service.

Consequently in entering into agreements with its vendors, Oasis Ltd. follow that all factories,
companies or individuals it does business with or obtains products from, whether located in the India, or
elsewhere, comply with Oasis’s CODE OF BUSINESS PRACTICES. This code sets forth the basic
requirements all vendors must meet in order to do business with Oasis Ltd. and shall be incorporated by
reference into all contracts and agreements entered into by Oasis Ltd...

COMPANY POLICY
 Our corporate policy dictates bringing the best product at the best price to our most
important resource, the customer. This commitment to great value in no way diminishes our
commitment to maintaining the highest standards of compliance with all legal and human rights
issues.

I. COMPLIANCE WITH APPLICABLE LAWS

Oasis Ltd. will contract only with those who abide all laws, rules and regulations applicable to
its business. Each vendor that supplies or produces goods or parts for OASIS LTD. shall comply with all laws,
rules and regulations of the countries in which it conducts business and with all others applicable laws, rules and
regulations, including, without limitation, Indian laws, rules and regulation relating to customs, import / export
(including, without limitation, country of origin labelling, product labelling and fabric and product testing laws,
rules and regulations) In addition to the foregoing at a minimum, we comply with the following:

1. Documentation. We maintain accurate documentation regarding the country of origin or source of products
and will not participate in the creation of false or fraudulent documents.

2. Labelling. We do not manufacture, produce, supply or sell products, which are falsely or fraudulently labelled
as to country of origin or source.

3. Country of Origin. We will not engage in nor aid any activity, which conceals, or might be used in
concealing, the true origin of products, including, without limitation, in the transhipment of products through a
country other than the country of origin.

4. Invoicing. We will invoice the true price and disclose all fees, charges, commissions, royalties, and costs of
any nature associated with imported merchandise.

II. EMPLOYMENT PRACTICES AND LABOR STANDARDS

OASIS LTD. will only contract only those who comply with all applicable laws, rules and
regulations. Further, we conduct operations in a manner that does not exploit employees or put its employees at
risk of physical harm. In addition to the foregoing, comply with the following:

A. FORCED PRISON LABOR

1. Forced Labour. We will not employ involuntary labour of any kind, including prison, debt or indentured
bondage or forced labour by governments.

2. Indentured Servitude. We do not require any worker to remain in its employment for any period of time
against his or her own will.

B. CHILD LABOR

We employ only those workers who meet the applicable minimum legal age requirements and
comply with all other applicable child labour laws, rules and regulations. In addition to the foregoing, we, at a
minimum, comply with the following:

1. Minimum Age. Every worker employed by the company must be at least the applicable minimum legal
requirement,

2. Local Labour Laws. We comply with all applicable labour laws, rules and regulations including, without
limitation, those related to hiring, wages, hour worked, overtime and working conditions.
3. Employee Documentation. We will maintain official documentation that verifies every worker’s date of birth.
And where official’s documents are not available to confirm the exact date of birth, we confirm worker’s age
using appropriate and reliable assessment methods.

4. Employee Program. We are encouraged to:

(1) Develop lawful workplace apprenticeship programs and

(2) Foster attendance by eligible employees at classes and participation in work-study programs and other
government – sponsored educational programs for the educational benefit of its employees, provided that all
participants meet the minimum legal age requirement.

C. DISCRIMINATION

While OASIS LTD. recognizes and respects the cultural differences of people around the
world, it requires that all of its employees, workers on the basis of their ability to do their job, not on the basis of
their personal characteristics or beliefs. We comply with any and all laws, rules and regulations relating to anti-
discrimination of any nature whatsoever. In addition to the foregoing, we at a minimum, comply with the
following:

1. Non-discrimination. We employ workers and pay wages and benefits without regard to race, gender, national
origin, political affiliation, religion, age, disability, sexual orientation, maternity, or marital status.

2. Free Expression. OASIS LTD. encourages to promote free association and freedom of expression in the work
place.

D. WAGES AND HOURS

We set work hours, wages and overtime pay in compliance with all applicable laws, rules and
regulations. While it is understood that overtime is often required in garment production, we carry out
operations in ways that limits overtime to a level that ensures humane and productive working conditions. In
addition to the foregoing, at a minimum, comply with the following:

1. Wages. We pay its workers at least the minimum legal wage or the local industry standard, whichever is
greater.

2. Overtime. We pay overtime and any incentive (or piece rate) that meet all applicable laws, rules and
regulations and any applicable industry requirements or local industry standards, whichever is greater. Hourly
wage rates for overtime must be higher than the rates for the regular work shift. Employees may refuse overtime
without any threat of penalty, punishment or dismissal.

3. Weekly Hours. While OASIS LTD. acknowledges that there may need flexibility in scheduling in order to
meet business needs, it favours those who utilize a sixty- hour workweek or less. We do not require, on a
regularly scheduled basis, a work week in excess of sixty hours.

4. Work Week. Employees have at least one day off in seven.

5. Holidays. We provide paid annual leave and holidays as required by law or which meet the local industry
standard, whichever is greater.
6. Earnings Documentation. For each paid period, we provide our employees an understandable wage statement
which includes days worked, wage or piece rate earned per day, hours of overtime at each specified rate,
bonuses, allowances and legal contractual deductions.

III. EMPLOYEES WORKING CONDITIONS AND HEALTH AND SAFETY

We treat all workers with respect and dignity and provide them with a safe and healthy
working environment. We comply with all applicable laws, rules and regulations regarding working conditions.
In addition to this we comply with the following:

A. EMPLOYEE WORKING CONDITIONS

1. Disciplinary Matters. We do not use corporal punishment or other mental or physical disciplinary action with
respect to its employees.

2. Sexual and Other Forms of Harassment. We do not engage in psychological coercion or any other form of
non-physical abuse, including, without limitation, threats of violence, sexual harassment or screaming or other
verbal abuse with respect to its employees.

3. Working Conditions. We keep all work surfaces, such as sewing, knitting, pressing and cutting areas,
sufficiently lit for the safe performance of production activities, including, without limitation, fire safety,
sanitation, risk protection, building and construction.

4. Employee Safety Gear and Machinery Operation. We make available at no cost to its employees appropriate
personal protective gear (e.g. masks, goggles, gloves, ear plugs, specialty clothing or footwear) and instruction
in its proper use. We provide training to employees as to the proper and safe operation of its machinery.

5. First Aid. We place at least one well-stocked first aid kit on every floor of its factory or other place of
business and trains specific staff in basic first aid. We have procedures in place to deal with serious injuries
requiring outside medical attention.

6. Sanitary Facilities. WE provide to our employee drinking water throughout the workday, and (2) clean and
sanitary toilet areas for all employees, each on an unrestricted basis.

B. PLACE OF BUSINESS / FACTORY CONDITIONS

1. Factory Conditions. We keep our unit and other places of business in compliance with applicable laws, rules
and regulations regarding working conditions, including, without limitation, employee health and safety,
sanitation, fire safety, risk protection and electrical, mechanical and structural safety. In addition, factories and
all other places of business would be sufficiently lighted and ventilated (there are windows, fans, air
conditioners or heaters in all work areas for adequate circulation, ventilation and temperature control), aisles
accessible, machinery properly maintained and dispose and store hazardous materials in compliance with all
applicable laws, rules and regulations.

2. Fire and Emergency Safety Matters. We keep all factory and other places of business in compliance with
applicable laws, rules and regulations regarding fire and emergency safety. We have clearly marked exits for the
orderly evacuation of employees in case of fire or other emergencies with all emergency exit routes clearly
posted throughout the place of business; all aisles, exits and stairwells are kept clear in case of fire or other
emergencies and all doors and other exits are kept accessible and unlocked during all working hours. Fire alarms
and appropriate fire extinguishers are located throughout the building in areas clearly visible to employees and
some are regularly maintained. We conduct evacuation drills in accordance with applicable laws, rules and
regulations at least semi-annually.

3. Machinery Safety. All machinery owned or operated by us are equipped with operational safety devices and
will be inspected and serviced on a regular basis.

IV. ENVIRONMENT

OASIS LTD. endeavours to conduct its business in a manner intended to promote respect for
and preservation of our environment. OASIS LTD. complies with all applicable environment laws, rules and
regulations. In addition to the foregoing, we, at a minimum, comply with the following:

1. Hazardous Materials. We use, store and dispose of all hazardous materials in compliance with all applicable
laws, rules and regulations.

2. Emergency Notification. We have procedures in place for notifying local authorities in case of any discharge
or release or any other environmental emergency.

MARKET SURVEY REPORT

 When we started with the launch of our product the very first thing we did was
survey. The main aim of our survey of T-shirt was to know the current trends, fashion and liking of
teenagers and working class people.

RESEARCH OF WHAT:
The important information that we wanted to know was that
whether the product i.e. T-shirts is liked by the consumers and what is their way of selecting a T-shirt,
how much they are ready to spend etc. about the brand they use any why they use those brands i.e. on
what basis they choose a particular.

A) PRODUCT RESEARCH:

➢ Study of competitors of the product.

➢ Knowing the product line, quality, features and design.

OBJECTIVE OF THE SURVEY:

Following are the objectives of conducting a survey:

1. To know if people prefer Shirts or T-shirts.

2. To identify the consumers of our product.

3. Will consumers accept a new brand of T-shirt in the market?

4. To study the competitors and their strategies.

5. Thereby to face the competition efficiently after the study of competitors strategy.

6. To identify the Niche of our product

7. To identify the location of our retail outlet.

8. To understand the consumer’s preference of quality, fashion, variety and design and provide
them with the same.

9. To forecast sales.

10. To select the right mode or way of advertising and promoting our product.

11. To select the right channel of distribution.

12. How much a consumer is interested in wearing a branded cloth?

13. To know the willingness and ability of a consumer to buy and pay for branded T-shirts.

FINDINGS FROM THE SURVEY

Following are the findings from the survey conducted by our team of experts:

• The very first finding was that people today prefer T-shirts than shirts. The reason behind this
is that T-shirts give teenagers as well as working people a cool look. It gives them comfort
 and casual look which a shirt can never give. People think that tee remains literally a cool
thing to wear. The T-shirt is inexpensive, always in fashion and is great way to make a
statement with a slogan, logo or picture.
• We found that T-shirt is famous among all age groups right from a small kid to an aged
person. But more popular among college students who prefer a funky, stylish, trendy, cool
and a distinct look. And also liked by young working crowd up to the age of 35yrs who like to
flash a casual and decent look during their non-working hours.
• There are many established competitors like Reebok, Addidas, John Players, Nike, Provogue,
Gini & Jonny, etc.
• After our visit to Reebok (retail outlet at Parel) and reading about the other brands on internet
we found that their main motto was to bring awareness among the people and to make them
brand conscious and convince their product to consumers. For this they studied about
consumer behaviour and pricing strategy of others competitors. They also switched to heavy
advertising.
• We found that we have enough scope in the prevailing market and that by introducing some
good strategies we are very well capable enough to give tough competition to our
competitors.
• People residing in the Mumbai and suburbs are becoming more fashionable and are looking
for some trendy, funky and clothes with latest variety. But it was also found that they don’t
get such t-shirts easily (in suburbs) in terms of price and quality like if they get then they are
very costly.
• People residing in these suburbs are willing to pay a bit more if they find what they really
need. Therefore we decided to target them as our ‘Niche’ as their needs are not being fulfilled
yet.
• There is good market potential in the suburbs, the effort we need to make is to provide them
with final product that they are looking for.
• The best way to promote our product is through NEWS-Papers add, banners & hoardings,
radio jingles etc.
• The suburban people are willing to buy branded clothes but the only difficulty is that it is not
found in the near vicinity. But there are some people who are not yet aware of or willing to
buy branded T-shirts.

Questioner for survey

1. Would you like T shirts or not?

Yes/no

2. Which type of T shirt you prefer…

Collar

V neck

Round neck

Standing collar

3. Which kind of…

Full slaves

Half slaves

4. Which type of material…

Jeans

Nylon

Cotton

5. Which style of

Print

Plane

6. How much rupees would you like to spend on T shirts?

200/-

300/-

400/-

500 Or more

7. Which Brand you mostly prefer?

8. Levis

Mantra

Pepe jeans

Ajile

Addidas
 Nike

PRODUCTION ASPECTS
OUR MANUFACTURING PLANT AT BHIVANDI

Now there are various reasons for choosing Bhivandi as location for
manufacturing our product. Like the materials like dye which is used for printing is available
there and as we are launching our product in Mumbai and suburbs and harbour. So it would
be easy for Oasis to distribute it products. Whereas details of other raw material and
machines which are required for manufacturing, is as followed:
 MATERIAL/MACHINES SUPPLIER LOCATION

COTTON FABRIC TAMIL NADU.

JERSEY FABRIC TRIPUL, CHENNAI.
KNITTING AND INTERLOCK BRAIDING MACHINE AHMADABAD, GUJRAT.
TEE PRESS(IRONING) MACHINE AHMADABAD, GUJRAT.
The majority of our T-shirts are made of 100% cotton (cotton Fabric),
polyester, or a cotton/polyester blend. Whereas other T-shirts are made of knit
fabrics, especially jerseys and interlock rib knits, which consist of two ribbed fabrics
that are joined together. Jerseys are most frequently used since they are versatile,
comfortable, and relatively inexpensive. They also are a popular material for applying
screen prints and heat transfers. Some jerseys come in tubular form, simplifying the
production process by reducing the number of seams.

MARKETING ASPECTS
MARKET SEGMENTATION
 Market segmentation is a process of identifying groups of buyers with
different desires or requirements. Market segmentation is dividing a diverse market having
different characteristics into small segments, each segment being identical in many respects.

Keeping this in mind we have decided to first divide the market into three
groups namely:

‘A’ SEGMENT:

➢ People in this segment are brand conscious and hence prefer to wear branded clothes.

➢ Here people like to wear trendy, stylish and designer clothes

➢ In this segment, price does not matter for people and they look for utility and
comfort.

➢ This segment belongs to upper-class people and upper middle class people. And also
those people who give more importance to brand that is quality rather than price.

➢ People belonging to this segment are already convinced with branding concept and
thus not needed to motivate and convince for purchasing brand.

➢ Though people belonging to this segment have already accepted the branding concept
but most of the sellers have a wrong perception that they don’t give much value to quality
once they are convinced with a particular brand. Instead they make become dissatisfied if that
doesn’t offer them according to their expectations. Hence for this segment we have decided
to come up with designs with a typical cost and value.

➢ Thus we conclude, we only need to convince them that our branded t-shirts are
distinct than other branded t-shirts.

‘B’ SEGMENT:
➢ People in this segment give importance to both brand T-shirts as well as local t-shirts.

➢ Peoples mind here is unstable and they find it difficult to decide whether to purchase
branded t-shirts or local t-shirts.

➢ In this segment there also some people who want to buy branded clothes but are
reluctant to buy may be because there is no outlet in near vicinity or may not find it at correct
time.

➢ Here the people look for utility for the value paid.
➢ They don’t mind to pay a little extra if they are satisfied with the brand.

➢ In this segment we have to convince people that our t-shirts will give them the utility
and comfort they are looking for.

➢ Heavy advertising is needed in this segment so that people realize that the entire x
factors are there in our t-shirts.

➢ This segment needs maximum attention and motivation.

‘C’SEGMENT
➢ In this segment people are not at all interested in purchasing branded t-shirts.

➢ People are much price conscious they purchase local t-shirts.

➢ People purchase local t-shirts because they get variety at Fashion Street or many other local
markets.

➢ Here people belong to lower class.

➢ But in this segment there are some exceptions that, there are some people who have ability to
pay but they never go for brand.

➢ Thus convincing people of this segment is really very difficult because they are very firm in
their decision while selecting a t-shirt.

NICHE MARKET
A niche is a more narrowly defined group typically a small market whose needs are
not being well served. Hence, here our niche is teenage or college students and working people of
suburbs from Thane towards Ambernath and from Vashi to Panvel. We need to target people
belonging to the ‘B’ segment.

The main reason behind this is that:

➢ The people in this segment have a distinct or complete set of needs that are not
fulfilled.

➢ Hence here people are ready to pay to those niches, which will provide them with
their requirements in the best way. Hence we have identified that here college students crave
for a funky, stylish and distinct look which they find it very difficult to get in their near
vicinity.

➢ Working class people look for a casual look.

➢ We believe that we have the required skills to serve them with their needs in the best
way. For example, we have decided to come up with a distinct range of design specially
designed by the experts for college going girls and boys that will cater their need to be in
touch with the happening trends. Also a range of designs for working people that will best
suit their personality.

➢ We also believe that through this specialization in designs we can easily gain
popularity in our niche.

➢ As our competitors give less attention to this area or niche we are determined that we
can easily penetrate into the market.

➢ As most of the people here are already becoming brand conscious and are willing to
buy branded clothes we find very good potential to grow and make profit in this particular
niche that we have identified.
 THE PRODUCT LIFE CYCLE

A product's life cycle (PLC) can be divided into several stages characterized
by the revenue generated by the product. If a curve is drawn showing product
revenue over time, it may take one of many different shapes, an example of which is
shown below:
Product Life Cycle Curve

The life cycle concept may apply to a brand or to a category of product. Its
duration may be as short as a few months for a fad item or a century or more for
product categories such as the gasoline-powered automobile.
Product development is the incubation stage of the product life cycle. There
are no sales and the firm prepares to introduce the product. As the product
progresses through its life cycle, changes in the marketing mix usually are required
in order to adjust to the evolving challenges and opportunities.
Introduction Stage
When the product is introduced, sales will be low until customers become
aware of the product and its benefits. Some firms may announce their product before
it is introduced, but such announcements also alert competitors and remove the
element of surprise. Advertising costs typically are high during this stage in order to
rapidly increase customer awareness of the product and to target the early adopters.
During the introductory stage the firm is likely to incur additional costs associated
with the initial distribution of the product. These higher costs coupled with a low sales
volume usually make the introduction stage a period of negative profits.
During the introduction stage, the primary goal is to establish a market and build
primary demand for the product class. The following are some of the marketing mix
implications of the introduction stage:
• Product - one or few products, relatively undifferentiated
 • Price - Generally high, assuming a skim pricing strategy for a high profit
margin as the early adopters buy the product and the firm seeks to recoup
development costs quickly. In some cases a penetration pricing strategy is
used and introductory prices are set low to gain market share rapidly.
• Distribution - Distribution is selective and scattered as the firm commences
implementation of the distribution plan.
• Promotion - Promotion is aimed at building brand awareness. Samples or trial
incentives may be directed toward early adopters. The introductory promotion
also is intended to convince potential resellers to carry the product.
Growth Stage
The growth stage is a period of rapid revenue growth. Sales increase as more
customers become aware of the product and its benefits and additional market
segments are targeted. Once the product has been proven a success and customers
begin asking for it, sales will increase further as more retailers become interested in
carrying it. The marketing team may expand the distribution at this point. When
competitors enter the market, often during the later part of the growth stage, there
may be price competition and/or increased promotional costs in order to convince
consumers that the firm's product is better than that of the competition.
During the growth stage, the goal is to gain consumer preference and increase
sales. The marketing mix may be modified as follows:
• Product - New product features and packaging options; improvement of
product quality.
• Price - Maintained at a high level if demand is high, or reduced to capture
additional customers.
• Distribution - Distribution becomes more intensive. Trade discounts are
minimal if resellers show a strong interest in the product.
• Promotion - Increased advertising to build brand preference.
Maturity Stage
The maturity stage is the most profitable. While sales continue to increase into
this stage, they do so at a slower pace. Because brand awareness is strong,
advertising expenditures will be reduced. Competition may result in decreased
market share and/or prices. The competing products may be very similar at this
point, increasing the difficulty of differentiating the product. The firm places effort into
encouraging competitors' customers to switch, increasing usage per customer, and
converting non-users into customers. Sales promotions may be offered to encourage
retailers to give the product more shelf space over competing products.
During the maturity stage, the primary goal is to maintain market share and
extend the product life cycle. Marketing mix decisions may include:
• Product - Modifications are made and features are added in order to
differentiate the product from competing products that may have been
introduced.
• Price - Possible price reductions in response to competition while avoiding a
price war.
• Distribution - New distribution channels and incentives to resellers in order to
avoid losing shelf space.
 • Promotion - Emphasis on differentiation and building of brand loyalty.
Incentives to get competitors' customers to switch.
Decline Stage
Eventually sales begin to decline as the market becomes saturated, the
product becomes technologically obsolete, or customer tastes change. If the product
has developed brand loyalty, the profitability may be maintained longer. Unit costs
may increase with the declining production volumes and eventually no more profit
can be made.
During the decline phase, the firm generally has three options:
• Maintain the product in hopes that competitors will exit. Reduce costs and find
new uses for the product.
• Harvest it, reducing marketing support and coasting along until no more profit
can be made.
• Discontinue the product when no more profit can be made or there is a
successor product.
The marketing mix may be modified as follows:
• Product - The number of products in the product line may be reduced.
Rejuvenate surviving products to make them look new again.
• Price - Prices may be lowered to liquidate inventory of discontinued products.
Prices may be maintained for continued products serving a niche market.
• Distribution - Distribution becomes more selective. Channels that no longer
are profitable are phased out.
• Promotion - Expenditures are lower and aimed at reinforcing the brand image
for continued products.

Limitations of the Product Life Cycle Concept

The term "life cycle" implies a well-defined life cycle as observed in living
organisms, but products do not have such a predictable life and the specific life cycle
curves followed by different products vary substantially. Consequently, the life cycle
concept is not well-suited for the forecasting of product sales. Furthermore, critics
have argued that the product life cycle may become self-fulfilling. For example, if
sales peak and then decline, managers may conclude that the product is in the
decline phase and therefore cut the advertising budget, thus precipitating a further
decline.
Nonetheless, the product life cycle concept helps marketing managers to plan
alternate marketing strategies to address the challenges that their products are likely
to face. It also is useful for monitoring sales results over time and comparing them to
those of products having a similar life cycle.

CONSUMER BEHAVIOUR
A product is for consumers, of consumers, and to consumers. For making the
product successful it’s necessary to study what is the nature of the consumers, the type of
consumers, their expectations, their needs, their minds, their behaviour, their choice. Thus
while launching our product we did a good study of consumer behaviour. As we are
launching t-shirts we first studied all the new trends of fashion.

We found that there are various factors that influence the consumer behaviour:

➢ Cultural factors

➢ Social factors

➢ Family

➢ Status.

Consumer profile of our product:

We have divided our consumers into two types:

1. Teenagers & Young Adults It includes the entire college crowd.

2. Working crowd.

Their buying motives:

Both the consumers are having different buying motives, teenagers buy for comfort, Fashion,
novelty, recreation, imitation of brand celebrities.

Young crowd are more exposed to Era of fashion. They are updated with time to time changes and
the latest happenings in fashion.

If they are convinced that a particular brand can help them in making a style statement they go for
it.

As everyone wants a distinct look they always need a change and latest collections.

Working crowd buy for convenience, pleasure, and change.

PRODUCT MIX

FOR MALEs:

Brand Name Of T-Shirt Is:

And logo for the same would be

FOR GIRLS:

Brand Name Is:

And Logo for that is:

FEATURES OF ‘WOLF’ AND ‘FIRST LOOK’:

A good product makes its marketing by itself because it gives benefits to the customer.

Available in different-different varieties and colours.

Variety of colours, patterns, and styles, such as the standard crew neck and
V-neck, as well as tank tops and scoop necks. T-shirt sleeves may be short or long, capped,
yoked, or raglan. Additional features include pockets and decorative trim. T-shirts are also
popular garments on which to display one's interests, tastes, and affiliations using customized
screen prints or heat transfers. Printed shirts may feature political slogans, humour, art,
sports, as well as famous people and places.

We got an exotic bouquet of the finest fabrics, hues, cuts, and textures
stirring up and enchanting cocktail of fun with fashion and playfulness with style.

Designs are made keeping in mind the playful side of today’s youthful
exuberance and chic styling.
 We have decided to come up with some particular range of collections like
floral range for girls and stylish collections for boys and many more to come in the coming
days.

sizes are generally small, medium, large, and extra-large

PRICE MIX OF T-SHIRTS
Keeping in mind the entire market situation and competition we have decided to
follow the pricing strategy that will best suit the objective of our company. Thus the pricing strategy
is:

STRATEGY:

• Initially we have planned to keep the price of T-shirts a bit low than our other competitors,
but not that low where customer may perceive the product as of low standards.

• The cost of our T-shirt starts from Rs. 349 onwards

• The cost of the T-shirt will then rise depending upon the fabric and texture.

• As there are large numbers of alternative cheaper substitutes our first aim is to penetrate into
the market and make people brand conscious.
PLACE MIX OF T-SHIRTS
As our niche is suburban people who are not yet brand conscious we have
decided to put up our first retail outlet in Thane, so that people who live in Thane towards
Ambernath. And then in other locations to cover entire Mumbai like Vashi, Kanjurmarg, and
Parel,

• Thane because this particular place is moving along with the latest trends and making
continuous development.

• It will be easy for the people residing up to Ambernath or even Karjat to come to
Thane than going to Central suburbs.

• People here are accepting the concept of wearing branded clothes and we wanted to
take the maximum advantage of it before any other competitor enters in.

• Our manufacturing plant will be at Bhivandi.

OUR RETAIL

OUTLETS IN THANE, VASHI, KANJURGMARG, AND PAREL.

PROMOTION MIX
The function of promotion is to affect the customer behavior in order to close a sale.
Promotion includes mainly three topics: advertisement, public relations, and sales promotions.
Advertisement would be through many mediums like print-ads in NEWS-Papers Such as Mumbai-
Mirror, Mid-day and YUVA, apart from this, radio, internet (SMS), etc.

For our product we are going to put hoardings and posters especially in front of
colleges and in some prominent locations.

For, we are putting hoarding with following quote:

“COME BEYOND IMAGINATION AND ENJOY COLOURS OF

ROYALITY”
This hoarding will surely make the people more curious.

Our objective is not only to create demand, but to build brand awareness, we have
decided to promote our product heavily, so that people are compelled to buy branded t-shirts and try
them. We are promoting also with the help different channels.

We are going to sponsor college events so that young crowd is attracted towards our
product. We will also sponsor our branded t-shirts in the various sports events and intercollegiate
fashion shows and other events.

Advertisements would be that which will have a lasting impact on the minds of
people.

Our promotion will be very effective that the people will start believing our brand
slowly. Sales promotion: It includes fair trades, coupons, and discounts are linked to the sales
strategy.

SOME OF OUR HOT COLLECTION:

DISTRIBUTION
A crucial decision in any marketing is to correctly identify the distribution
channels. The question “how to reach the customer" must always be in your mind. We have
decided to open our retail outlet for our product i.e. T-shirts in Thane, Vashi, Kanjurmarg,
and Parel and we will also distribute our products in almost every mall in and Mumbai to
cover entire city.

The retail outlets will be on rental basis and these will be managed by us
administered, supervised, dealt and controlled by us. And we plan to give Franchise so that
our way of attracting the consumers remains unique.

Through our research we found that the shopping experience in the stores is
not very pleasant for today’s comfort loving people. This is the reason why the mall concept
is becoming popular as everything right from bay leaves to book shelves speakers are
available under a single roof that to in wide range or variety that will suit the requirement of
almost all who come there. We have decided to exploit this opportunity to its maximum
by distributing our product in almost every mall in Mumbai.

MARKETING STRATEGIES MADE FOR T-SHIRTS:

After studying the entire market nature and scenario of the retail sector we
have jotted down some strategies which will help us to create a wave of altogether new era of
fashion and glamour. Following are some of the magical strategies:

• KNOW YOUR ‘CONSUMERS’-IT PAYS:

To be successful in a competitive market of branded T-shirts, it is necessary to

know our consumers and his purchasing behaviour. Thus following this baseline we have
listed different types of consumers and made various strategies and suggestions on how to
attract and retain them.

• KNOW YOUR CUSTOMER SERVE HIS NEEDS:

Keeping this factor in mind we have come up with those ranges of T-shirts that
will not only satisfy their needs but also enchant them and compel to buy our brand of T-
shirts.

• PROVIDING INTER CIRCLE CARD:

Providing inter-circle card to the customers will help us to keep in check with
our regular buyers and hence we can easily trace their liking. Also in future it will help us to
identify our sample size and conduct market research.
• DESIGN AND COLOUR ON REQUEST:

We found in our survey a very strong point that customers many a time don’t
get a specific colour in brand t-shirts, thus these weakness has been made strength by us. We
are offering them with the golden chance to design their own t-shirt with their favourite
colour, that is they can suggest us with their desired colour and we will try our best to come
up with that.(only for few customers that too at a premium rates).
FINANCIAL ASPECTS
COST SHEET
 COST SHEET: COST PER UNIT COST PER UNIT

(1,20,000 units) (1,60,000 units)

Opening stock of
RM 0 0.00 0 0.00
133.0
Purchases 16000000 133.33 21280000 0
(closing stock of
RM) 0 0.00 0 0.00
133.0
Direct Material 16000000 133.33 21280000 0
Direct wages 3500000 29.17 4800000 30.00
163.0
Prime Cost 19500000 162.50 26080000 0
Factory overhead 1500000 0.19 2000000 0.25
Works / Factory 175.5
Cost (Gross) 21000000 175.00 28080000 0
opening stock of
WIP 0 0.00 0 0.00
(Closing stock of
WIP) 0 0.00 0 0.00
Works / Factory 175.5
Cost (Net) 21000000 175.00 28080000 0
Office /
BUDGETED VERTICAL INCOME STATEMENT:

Budgeted Vertical Income Statement

PARTICULARS 2009 2010

Sales 4,18,00,000 56000000

Scrap 2,00,000 250000

Less: Cost Of Goods Sold (2,22,62,500)(31155000)

Gross Profit 1,97,37,500 25095000

less: Administrative Expenses -12,00,000 -1500000

Less: selling and Distribution -1,75,00,000 -10000000

Operating profit / loss 10,37,500 13595000

less: interest -960000 -960000

Profit/Loss Before Tax 77,500 12635000

TAX(35%) -27125 -7327250

Profit/Loss After Tax 50,375 5307750

BUDGETED VERTICAL BALANCE SHEET:

Budgeted Vertical Balance sheet

 PARTICULARS 2009 2010
Sources Of Fund
Owned Fund
Gross Capital :
Opening Capital: 30,00,000 30,00,000
Net Profit/loss 50,375 53,07,750
Net Capital 30,50,375 83,07,750

General Reserves Nil Nil

Secured Fund:
Bank Loan
secured (12%) 5500000 5500000
Unsured(15%) 2000000 75,00,000 2000000 75,00,000
Sources Of Fund 1,05,50,375 15807750

Application Of Fund

Fixed assets:
10,00,00
Plant and Machinery 0 9,00,000
60,00,00
Land and building 0 60,00,000
Total Fixed Assets 70,00,000 69,00,000

Investment Nil 2500000

Working Capital:
Current asset:
17,50,00
29,50,000
Debtors 0
10,00,00
21,00,000
Stock 0
Bills Recievable 2,92,875 2,92,875
15,00,00
22,57,375
Cash In Hand 0
15,02,50
15,02,500
Cash At Bank 0
Total Current asset (A) 60,45,375 91,02,750

Curent Liability:
Creditors 1995000 2195000
Bills Payable 5,00,000 5,00,000
Total Current liability (B) 24,95,000 26,95,000

Net Working Capital ( A-B ) 35,50,375 64,07,750

Total Application Of
funds 1,05,50,375 1,58,07,750