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RAW MATERIALS
Wool: The Merino brand of wool is imported from Australia, and supplied as Tops by the wool
Scouring and Grey Combing department.
Polyester: A man made synthetic fiber which is in the form of staple fiber or tow. There are
three varieties Normal, Sparkle and Low pill.
Viscose: A regenerated cellulosic fiber which is made from wood pulp. Generally it is dope
dyed by suppliers and is in fibrous form.
The production operations at our plant are coordinated by the PRODUCTION
PLANNING & CONTROL department. Its role is to gather information of all stock at various stages
and communicate with the different departments; so that production activities are synchronized. We
have six months order in advance and divide the production activities bi-annually in unison with the
market, and our JALGAON and THANE units.
First in the sequence is the RAW MATERIAL GODOWN where the basic inputs procured are
stored, accounted for and intimated to the COMMERCIAL department. The first stage of processing is
DYEING. According to a dyeing plan set by the production planners, the dyeing department is issued
tops. Fabrics and yarn produced at further stages which are grey or do not have the desired
pigmentation are also dyed.
Some polyester is procured in the form of tows. These are cut and converted into sliver form
and converted into tops in the CONVERTER section. The material is sent back to the raw material
godown from where it is sent to the dyeing department. Only after a perfect match with standard
shades are the tops sent to the RECOMBING department.
In the Recombing department tops of polyester and wool in sliver form are blended and mixed
to produce a uniform sliver (65% polyester & 35% wool). The processing ensures that fiber is
untangled. Straightened and parallel.
All there Tops (polyester and wool) are sent for spinning in the WORSTED SPINNING
department. The function of spinning is to form yarn fiber. The yarn made is wound on a bobbin and is
called cheese.
*Tops roll of sliver
*Tow roll of continuous film or filament of fiber
*Sliver fiber in a rope like form.
Simultaneously polyester and viscose fiber is dispatched from the dyeing department and raw
material godown (grey i.e. Undyed) to the blowroom or P/V SPINNING department where it is mixed
in proportion (67% polyester and 33% viscose). This mix is transformed into sliver in the carding
section which further processes and produces a poly-viscose yarn.
All yarn is stored for intermediate purpose in a DOUBLE YARN ROOM from here the yarn is
issued to warping section of the WEAVING department. At this stage yarn is woven into fabric. In the
MENDING department this fabric is under scrutiny for any defects to be identified and removed.
Every meter of fabric produced is checked.
The next stage of processing is the FINISHING department. Fabric is washed cleaned and
subjected to mechanical / chemical operations with the aim of giving the fabric a smooth regular
texture, luster and anti-creasing effect. In the FOLDING department, finished fabric is cut to proper
length, wound and packed properly.
In addition to this we have a PLUSH department where we manufacture FURNISHING fabric
by procuring yarns from outside.
The packed goods are stocked in the WAREHOUSE from where it is dispatch as per sales note
to respective dealers. This transfer is communicated to the SALES office.
Launched in 1993, Color Plus created a niche in theready to wear market in India with a premium
range ofclothing for men. With focus on product innovation andunique use of colors it has today come
a long way since itwas incepted in 1993.The brand in no time has become the choice of the
upmarket, trend-savvy, sophisticated and discerning Indianman and changed the way he dressed. With
flagshipstores in the best locations and international service,Color Plus brought in an International
shoppingexperience to the country.The nation saw one of the first retail brands ofinternational
quality grow, attain national acclaim. Ourdistribution channel spread not only all over the countrybut
crossed borders to the Middle East; it continues togrow with each year with now over 350
shoppingdestinations across the country. Today, the brand is partof the Raymond group.
3. A brief history of Color Plus Color Plus has always used highest quality fabricsand product
engineering techniques that give the userthe unique comfort and tactile feel which no other
brandoffers. This is clubbed with the use of colors to give thesophisticate, yet colorful look that is
unique to the Brand.To ensure that customers get the best product from us,we have pioneered the
techniques like Golf Ball Wash,Cone Dyed Casuals and Thermo-fused buttoning toname a
few.These innovations have taken our collection to a wholenew level, making it synonymous with
the words "Luxury& Style".As a part of the initiative to reward our premiumcustomers, Color Plus
has launched Spectrum, anexclusive membership to a plethora of benefits.Spectrum offers its
members reward points on everypurchase, which can be redeemed at any of our outletsand a host of
other benefits and privileges.Thus Color Plus today is a complete lifestyle brandcomplementing
every facet of your personality: be it atwork, leisure or those special moments.
4. Marketing productDefining ProductParameters Color Plus CompetitionTechnical Basic Need,
Protection from Loose fabric for local weather factors stitching. Local Unbranded Ready to
wear.Functional Wrinkle Free, Thermo Big Bazaar, West Side, Buttons, Shoppers Stop owned Easy to
wash, good clothes. comfort. Koutouns, Peter England, John Players.Emotional Status, style &
Fashion Allen solly, Arrow, Black Berry, Louis Philippes, Provogue, Zodiac, Wills Life style
5. Aggregate Market FactorsMarket Size & Growth: Indian Branded apparel market is approximated 2
billion. Stages in product life cycle: Sales turnover is in growth phase with rise of economy &
working class. In India more than 3 lakh family with annual income of 10L plus is growing at the rate
of 10 to 15%. Globally china is leading producer of fabrics in Asian region. Indian market is also
favorite destination for major players due to low cost of labor and raw material. Sales Cyclicity
Indian ready to wear market, like other sectors, is affected by sales Cyclicity due to some factors.
Major reasons are Indian culture and Total estimated market size for ready to wear mind set, natural
climate like winter (sales ofpremium-organized sector is 9000 CR with warm cloth increases),
shopping season duringannual growth rate of 15 to 20% annually. Diwali etc.Color Plus turn over
during period of 2008- Profits2009 with formal ready to wear growth 10% ( There is a global trend
of shrinking profit marginlaunched color purple club in 2001) & casual due to fierce competition due
to sectoralready to wear 15% ( launched 1993). problems like Inventory carrying cost.
6. Category Factors Buyer Power Majority of buyers in the industry are individual consumers.
Shoppers are tending to be more loyal to specific retailers rather than specific brands. This is more so
because the awareness of Indian shoppers towards brands is moderate. Again, co-existence of different
retailers in the market tends to lower the customer switching costs. With the growing emergence of
high quality trendy apparels with low-costs offered by the major retail giants, the customer preferences
are changing for the better. New EntrantsThe Indian menswear apparel retail industry is growing
significantly and thus, this industry is attracting national as well asinternational players to step in the
arena. Along with them are competing the leading retail giants like Raymonds, Futuregroup, Raheja
group, Trent. The menswear sector includes diverse product lines, which provide retailers and brands
toidentify a point of differentiation in the product lines they offer, which in turn gives significant
opportunity for new entrants.The industry requires low capital outlay, more so in India because the
organized retail sector still is in the budding stage;this increases in turn the ease of setting up
independent apparel retail stores. Potential international players need tounderstand and adapt to Indian
culture and fashion sense. However, low switching costs of the customers imply that theycan at any
time easily switch from the existing to a new entree in the apparel store. These all make the threat of
entrance ofnew players into the market high.
7. Category Factors- Industry Supplier Power Category Capacity Key suppliers in this industry
include apparel Casual menswear is the fastest growing segment in manufacturers, wholesalers and
raw material the apparels category. It is growing 25 per cent suppliers. Such suppliers are mostly small
to annually. Since Indian men are becoming sensitive to medium sized enterprises. With an option to
fashion trends, there is a huge scope of expanding the choose from a number of retailers coupled
category of casual menswear by providing diversity with a rise in raw materials and inventory through
differentiation. Currently the category already costs and also threat to the quality of has various sub
categories like knitted shirts & t-shirts, apparels manufactured by the suppliers fashion shirts, designer
t-shirts, v-neck tees, round for branded clothing, the supplier power tees etc. gets strengthened. Also
though cost of labour is low, suppliers of manpower have strong supplier power. Supplier-switching
costs are also high for the retailers and brands. Thus, the overall supplier power is hence moderately
high in this industry. SubstitutesSubstitutes of casual menswear retail stores might include purchases
made directly from manufacturers, custom-made garments tailored and online sales. However, the
socio-economic environment of the country does notsee a considerable amount purchases made from
manufacturers or from online, due to insignificant levels ofpopularity of the concept of online
shopping in India coupled with the touch-and-feel purchase psychology ofconsumers who can be
fulfilled easily by the availability of retail stores. The option for tailor-made clothing iscomparatively
cheap in India, but due to increased emergence of retailers specializing in menswear andbespeaking
attitude and panache, more people seem to prefer retailers to fulfill their shopping needs. Thus,
theoverall threat from substitutes of menswear sector in India is perceived to be low.
8. Category Factors- Shrinking Profit RivalryThe Indian apparel retail sector is quite
fragmented.Thus, it is easy for retailers specializing in menswearto diversify and extend their product
lines to enterwomens ear and kids wear segment.The low fixed costs and operational and
maintenancecosts make it easy for new players to enter themarket thus intensifying the rivalry. Also,
due tochanging trends in style and fashion, menswear ishighly diverse in its product assortment and
productwidth. With increasing emphasis on style by todaysIndian male population, every brand and
retailer viesto attain customer stickiness by competing on price,quality, product width and depth,
designs, store There is a global trend of shrinkingambience etc.All these factors intensify the rivalry
all the more. This profit margin due to fierce competitionall makes the overall rivalry high. due to
sectoral problems like Inventory carrying cost.
Retail specialized outlets for color plus brand. Promotion Advertisement through fashion magazine,
news paper & TV.
14. Value Chain & Diff Advantage Color Allen Arro Black Louis Wills Life Plus solly w berry
Provogue Zodiac Philippes Style New products H H H H M M M H Service M H M H M M M H
Market M H H H H H H H Finance H H H H M H H H Manage H M L H M H M H H-High, MMedium, L-Low
15. Expected Future strategies- Assumptions inPlanning Process Capacity expansion, market
penetration, consolidation across groupfor synergy benefit. Market potential Forecast
AssumptionsColour Plus has garnered a 35 per cent a) There is an observed upward mobility inmarket
share .It is an established brand in the urban areas where people come andthe metros and major cities
in India. However buy branded class.since the pricing of Colour Plus is in the b) The upper middle
class of Indiamedium range- neither too high nor too low, constitutes around 30% of the totalto sustain
its market growth it would need to population.further expand its business in the tier 2 and 3 c) With
time the market for casual clothing iscities. It needs more consumers since the gradually increasing
and catching themargin is less as compared to top brands imagination of the youth and middle classand
higher than the lower end brands. Thus audience in the range of age from 18 toit is imperative for
Colour Plus to increase its 30 who now have a strong appetite forbrand awareness in the smaller cities
where casual and trendy clothing.the consumer preference has increased due d) This trend is set to
grow in India as theto the rise in the purchasing power of the country is growing at an average rate
ofpeople residing there. 8% over the last six years and is assumed to grow at a similar rate in the next
10 years.
16. Marketing ObjectiveVolumes & Profits Customer Targets The product would be aThe sales
last year was 32 million and the premium one for youngsters varying fromprofit was 6.2 million for
Color plus. teenagers to people till mid -30s for casualWe have fixed our new target as 20 percent
wears. This product would appeal to higher endincrease in net sales with constant marketing of mid
income and high income population.contribution. Value Proposition - The pricing would beTime
frame such that it would be lower than the high endThe time duration for the above target is brands to
attain a competitive edge and higheraround two years. than the mid end products for the improvement
in brand image. Also the product features willCustomer Retention differentiate Color Plus from its
competitors.As a part of the initiative to reward ourpremium customers, Color Plus has launched
Competitor targets The various competitorsSpectrum, an exclusive membership to a of Color
Plus also target the same audienceplethora of benefits. Spectrum offers its group of mid income and
high income groups.members reward points on every purchasewhich can be redeemed at any of our
outletsand a host of other benefits and privileges.Established in early 90s the brand today hascome a
long way and has a presence in 400retail destinations across India and abroad.
17. Product & Service Strategy Product Strategy: Western informalProduct/service features premium
wear, priced lower than other premium wears to target theStylish and Trendy upper middle class and
the highStyle with innovative and abstract designs, earning class.bright colored that would stand out
distinctlyin shops in malls where other brands arealso displayed to attract young crowd.Could also
design elegant clothes for the age Implementationgroup of 30 and above. oAvailable at malls
positioning of the product in the middle section and frontComfort and Quality sections.Good quality
product providing greater Premium outletscomfort as compared to its competitors. oAvailability for
young crowd and middleBetter stitch quality and smoothness. aged men as well Durable Quality and
great finishingAvailability Products return facility within 5 days as promotional strategy to
attractAvailable in the major shopping malls and customers.displayed in the front line of
clothesAvailable in abundance and in different sizes oProduct Positioning: Identification withthus
providing the customers a variety to the current trend in fashion and appeal tochose from. young and
middle aged middle and high income groups as well as non earning teenagers.