Beruflich Dokumente
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MARKETING STRATEGY
of
Submitted to
MAHARSHI DAYANAND SARASWATI UNIVERSITY,AJMER
in partial fulfillment of the requirement for the award of
BACHELOR OF BUSINESS ADMINISTRATION
Submitted By
SALONI PATWARI
Submitted To
RESHMA KHAN
SMT. SUSHILA DEVI MATHUR KANYA MAHAVIDHYALAYA
I declare that this project report on Monalisa Synthetics (P) Ltd., Bhilwara an original
and bonafide work carried out by me during 2016-2017 under the supervision of Reshma
Khan , lecturer of Smt. Sushila Devi Mathur Kanya Mahavidhyalaya. This report is
submitted in partial fulfillment of the requirement of Bachelor of Business Administration
of Maharshi Dayanand Saraswati University,Ajmer.
I also declare that no part of this representation has been previously published or submitted
as a project representation for any Degree of Maharshi Dayanand Saraswati
University,Ajmer.
Project report programmed at the MONALISA SYNTHETICS (P) LTD., BHILWARA has been
truly a memorable and knowledgeable experience.
Firstly of all I would like to thank our Principle Dr. Kirti Singh, and all faculty member of BBA
department, Smt. Sushila Devi Mathur Kaanya Mahavidhyalaya for their guidance and support for the
project work.
I express my gratitude to my guide Reshma Khan for his keen interest and valuable guidance during the
course of this project.
I also thank Mr. Ramesh Kothari and Mr. Goutam Kothari (Directors) of my organizational guide and all
the staff member of MONALISA SYNTHETICS (P) LTD,Bhilwara for providing the required
information and all the respondents without whose co-operation it would not have possible to undertake
this project. It is my duty to thank my beloved parents and friends for being the source of inspiration and
having rendered me all the support that I need.
1 Economic Scenario 1
2 Industry Analysis 9
3 Company Analysis 14
4 Functional Analysis:-
4.1 Production Department 23
4.2 Marketing Department 31
4.3 Finance Department 36
4.4 Human Resource Department 43
4.5 EDP Department 52
4 SWOT Analysis of the company 54
5 Summary of Findings, Conclusion & Suggestions 56
6 Learning Experience 58
Bibliography 60
Annexure 61
ECONOMIC SCENARIO
Over the last couple of decades, India has established itself as one of the fastest growing economics in the
world. India is also advancing towards the economical growth and improvement in literacy.
In the first five year plan India had attained an average annual growth rate by 3.5 percent and during the
15-16 India economy showed an average growth rate of 7.2 percent, which was 7.9 percent in the 15-16.
During the period from 2015-16 the Indian economy passed through a good time, when almost every
macroeconomics indicators showed good performance. The overall economic growth in this period
declined by 0.2% and the total fiscal deficit became 3.9 percent of the GDP (Gross Domestic Product).
The Government of India adopted various effective programs of structural reforms with an objective to
encourage external trade, industrial policy and exchange rate. The recent years have been another year of
strong growth for the Indian Textile and Clothing Sector. The domestic economy has exhibited robust
growth which is also reflected in the clothing sector where expansions and enhanced manufacturing
activity dominated the scene.
Chapter 2
INDUSTRY ANALYSIS
The textiles industry in India enjoys a distinctive position due to the pivotal role it plays by way of
contribution to industrial output, employment generation (second largest after agriculture) and export
earnings of the country. The industry is rich and varied, embracing the hand-spun and hand-woven sector
at one end and the capital intensive, sophisticated mill sector at the other. Its association with the ancient
culture and tradition of the country lends it a unique advantage in comparison with textiles industry of
other countries, thus giving it an uncommon edge to cater to a vast variety of products and market
segments both domestically, as well as, globally.
The industry currently contributes about 10 per cent to manfacturing production, 2 per cent to GDP, and
13 per cent to the countrys export earnings, according to the Annual Report 2015-16 of the Ministry of
The Vision Statement for the textiles industry for the 16th Five Year Plan (2007-16) sees India securing
15 per cent share in the global textiles trade by 2016. At current prices, the Indian textiles industry is
valued at US$ 67 billion, 64 per cent of which caters to domestic .
The technical textiles segment is expected to grow by 20 per cent per annum till 2016-17 and is likely to
grow at 6-8 per cent per annum till 2020 without any policy interventions. If the government intervenes by
way of regulatory push, the growth of technical textiles industry can be estimated at 12-15 per cent per
annum till 2020, according to Ms. Rashmi Verma, Secretary, and Ms. Smriti Zubin Irani Union Ministry
of Textiles. She added that the technical textiles segment in India has the potential to attract investment
and create additional employment opportunities in coming years. She further said that investments of US$
1587 billion are expected by 2016 and employment is expected to increase to 40 million by 2015-16.
Textile business is one among the largest foreign exchange earners in India and this sector has been
significantly benefitted from the termination of Multi-Fiber Arrangement in the year 2016. Out of the total
More than 35 million people are employed in this sector. When it comes to Indias exports, carpets and
readymade garments offer larger contributions.
The history of textile is almost as old as that of human civilization and as time moves on the history of
textile has further enriched itself. In the 6th and 7th century BC, the oldest recorded indication of using
fiber comes with the invention of flax and wool fabric at the excavation of Swiss lake inhabitants. In India
12
the culture of silk was introduced in 400AD, while spinning of cotton traces back to 3000BC. In china, the
discovery and consequent development of sericulture and spin silk methods got initiated at
2650 BC while in Egypt the art of spinning linen and weaving developed in 3400 BC. The discovery of
machines and their widespread application in processing natural fibers was a direct outcome of the
industrial revolution of the 18 th & 19 th centuries. The discoveries of various synthetic fibers like nylon
created a wider market for textile products and gradually led to the invention of new improved sources of
natural fiber. The developed of transportation and communication facilities facilitated the path of
transaction of localized skills and textile art among various countries.
Indian textile enjoys a rich heritage and the origin of textile in India traces back to the Indus valley
Civilization where people used homespun cotton for weaving their clothes. Rigveda, the earliest of the
Veda contains the literacy information about textiles and it refers to weaving. Ramayana and
Mahabharata, the eminent Indian epics depict the existence of wide variety of fabrics in ancient India.
These epics refer both to rich and stylized garment worn by the aristocrats and ordinary simple clothes
worn by the common people. The contemporary Indian Textile not only reflects the splendid past but also
cater to the requirements of the modern times.
There has been a distinct and positive shift from quality to quality to quality. Earlier Indian textile were
considered cheap and of low quality. The industry was at that time driven by large volumes, which were
of paramount importance. The best quality was produced in Europe and Japan. Since then, India has come
Rajasthan
Madhya Pradesh
Gujarat
Maharastra
Fabrics for textile industry are supplied by: loyal textile mills, PMA Hand Weave Pvt LTD, V.N
Dyers and Processors Pvt. Ltd.
Kints and knitted fabrics are supplied by: Vel textile, Alpha clothing company, Glory House
Apparels, and Daisy Apparel Designers etc.
Colours and chemicals are supplied by: Bhatia colour company, Yoshiaki chemicals company Pvt.
Ltd, Triveni chemicals, Ava Chemical Pvt. Ltd.
Machines are supplied by: Pradeep Industries, Tanishq Enterpries.
Threads, Laces, Yarns and other accessories are supplied by: Narendra Corporation, Viken Tape
Industries, Shivam Narrow Fabrics, Rahil Foam Pvt. Ltd., Anil associates etc.
Chapter 3
COMPANY PROFILE
MONALISA SYNTHETICS (P) LTD. is a privately owned company of Cloth Manufacturing. Starting
from the modest turn over in 2000. MONALISA SYNTHETICS (P) LTD. is a favored supplier of cloth
in all over India.
3.6 Mission:-
As a textile group we value for our customers, to earn a long term loyalty. To attain this we are here as a
vertically integrated textile group.
3.7 Goals:-
The objectives of MONALISA SYNTHETICS (P) LTD are achieved through the implementation and
maintenance of well document system to meet the requirement of buyers standards.
Objectives establish the goals and the aims of business and determine its shape of future event. Objective
are the way of achieving motives for profit or self-service. Objective represents a clear picture of activities
6. Continuous innovation.
MONALISA SYNTHETICS (P) LTD is privately owned company being managed by promoters. Mr.
RAMESH KOTHARI in 2000 started this company. He hails from a family of entrepreneurs.
The company has a work force of 320 employees spread across its branches located in Bhilwara-
F-31-32 RIICO Industrial Area.
Classification of Employees
Suiting Fabrics
Polyester Fabrics
Cotton Fabrics
Viscose Fabrics
- RSWM Limited
Customers City
ANAMIKA FEB - DELHI
TINA FEB - FARIDABAD
JINDAL BROTHERS - DELHI
MEGA FEB - KOLKATA
GOVARDHAN SAREE CENTRE - KANPUR
The company has its own well established road transportation facilities. The forward agent of this
company is VRL agents.
S STRENGTHS
W WEAKNESS
O OPPRTUNITIES
T THREATS
Strength
Weakness
Threats
OPPORTUNITIES
PART- 4.1
FUNCTIONAL ANALYSIS
PRODUCTION DEPARTMENT
PRODUCTION is the functional area responsible for turning inputs into finished outputs through a series
of production processes. The Production Manager is responsible for making sure that raw materials are
provided and made into finished goods effectively. He must make sure that work is carried out smoothly,
and must supervise procedures for making work more efficient and more enjoyable. Production
GENERAL MANAGER
FEEDER OPERATOR
QUALITY CONTROL
24
CHECKER
Production department is headed by Mr. GOUTAM KOTHARI; he has vast experience in handling of
that department.
In this company the production function are divided into five sub-functions:-
The basic raw materials used are threads, buttons certain chemicals, colors
For inventory control organization is using ERP software called VISUAL GEMS it record all
transaction of movement of material include inward & outward. 27
The term Quality in MONALISA SYNTHETICS (P) LTD. means standard of the product what is
expected of it by the consumers. In production department the employees are committed to their work in a
Every employee is expected to take responsibility for managing quality issues in order to make sure that
waste minimized and quality issues in order to make sure that waste is minimized and quality maximized.
The total quality management is part of the lean production methods used in this industry.
Safety Program
The safety of the programs in MONALISA SYNTHETICS (P) LTD is felt importance and hence the
following are the programs undertaken in the organization for the safety purpose:-
Recognized need to protect the environment and conserve natural resources for the well being of
the surroundings.
Training for proper handling and use of equipments and chemicals.
Due to recession in Economy, organization is getting order in less rate so to achieve cost this
challenging job for all production team to manufacture the product at low cost.
Due to recession production team has to produce product in limited manpower with less wage rate 28
Vendor Management
Quality
29
Supply
On time Delivery of Raw materials
Production Process
YARN(RAW MATERIALS)
FABRIC
FINAL CHECKING
FOLDING
TRANSPORTATION
PART- 4.3
FUNCTIONAL ANALYSIS
FINANCE DEPARTMENT
Finance department handles all the important issues related to finance, accounts, taxation etc. cost
reduction and profit maximization is the main objective of this department. Financial management is
concerned with the efficient & effective use of economic resources namely capital fund. Finance is that
business activity which is concerned with the acquisition & conservation of capital funds in meeting the
financial needs & all objectives of business enterprises. The finance function deals with the procurement
of money at the time it is needed & its effective utilization in the enterprise.
Finance department is headed by Mr. Krishan Nathani ; he has vast experience in handling of that
department.
The main functions performed in finance department of MONALISA SYNTHETICS (P) LTD are:-
Asset Accounting
It is nothing but the total assets along with the depreciation along with them. Depreciation of assets is
done through Diminishing Balance Method.
Taxes
The company is enjoying the TAX benefits of 10 years as MONALISA SYNTHETICS (P) LTD is
located at Industrial area.
Credit Period
Credit period allowed to the customers depends on the customers good will. Normally credit period
allowed is 30 days, 45 days and 90 days. The payment period allowed for the suppliers is 60 days.
Accounting software
Now each and every organization is automated. Every organization is reaping the advantages of
technology. Even the MONALISA SYNTHETICS is using SAP Package for its effective accounting
system.
The finance department handles all its financial activities through software called Electronic Data
Processing. The various sections in finance department are:-
Working Capital
The working capital is an combination of Current Asset & Current Liabilities. The required of necessary
working capital has been worked out as under.
Current Assets
Inventories 8, 33,000
Cash and bank balance 7, 35,000
Debtors 9, 78,000
Advance to suppliers of Raw material 4, 41,000
Other current assets 2, 82,000
Total 7, 19,000
Financed By:-
31
MARKETING STRATEGY
MONALISA SYNTHETICS (P) LTD. is following business to business marketing system. It quotes to its
customers as: - If you have imagination we will give a form and make it viable for production; both
Major Competitors
Sangam group.
Kanchan India
Bhilwara Groups.
B.D Suitings
Marketers should spend time listening to their customers (and prospective customers) in order to understand
their needs and wants regarding a particular product or service. Soliciting thoughts and input from internal
stakeholders such as Sales and Customer Service is also appropriate, as these departments are typically closest
to the customer.
6) Communicate Internally.
It is important that the Marketing Department communicates with all departments inside an organization. Since
any employee (regardless of position) can support (or damage) a brand, value proposition or even specific
program initiatives, the Marketing Department needs to take responsibility for disseminating information
throughout the organization (this includes internal education and training when appropriate).
7) Manage a Budget.
Establishing and communicating messages to the marketplace costs money. Therefore, Marketing Departments
should be responsible for estimating the anticipated expenditures associated with marketing activities. Once
set, Marketers should be held responsible for meeting all budget projections.
Whether you are part of a Fortune 500 corporation, a regional manufacturer, a local distributor, an independent
professional service provider, or somewhere in between, marketing is a critical component necessary to
increase the value of your business. Take a look at your Marketing Departmenthow many of the 9 activities
above do they handle? If something is missing, it is a sure sign that your marketing efforts are not as effective
as they could be; therefore, your company is leaving money and valuable resources on the table.
Research Methodology
FINDINGS
The company has well established infrastructure and healthy environment which attracts the
Human resources willingness to work over there.
The company is enjoying the Governmental subsidies and Concessions given in SEZ Industrial
area.
Tax exemption up to five years is one of the advantages which the company is enjoying.
Low cost labours with multi skills in various backgrounds are available easily.
Well established transportation facilities.
MONALISA is one of the biggest companies manufacturing and exporting the quality knitted
garments.
Intensive measures have been undertaken for pollution control and environment.
The culture of MONALISA is informal, where every person can directly meet to high authority
without any systematic way which I considered was good because it encourages employees at
work.
Organization structure of Monalisa Synthetics is well formatted in which each and every
department plays important role.
All the employees and laborers work very hard towards achieving the goal. Even the higher
authorities work hard without wasting time always they take steps towards achieving the
organizational goal.
57
CONCLUSION
From the above SWOT analysis it is clear that the strengths as well as opportunities of company are more.
It is due to the efforts made by all the levels-top level, managerial level, and operational level of the
organization. The initial investments were 25 crore and every year they increased the investments this
willingness of the entrepreneurs shows the plus point of the organization. The ever expanding business
every year is the indicator of success and its bright future; it shows the companys commitment to future
growth and improvement. The companys opportunities need to be grabbed and for improvement and
further success. The company is not only has profit Human resources and society.
Starting from the modest turnover, in 2000 MONALISA SYNTHETICS (P) LTD. has a turnover of $40
million with garments export of over ten million units annual. MONALISA SYNTHETICS (P) LTD is
currently doing turnover of six million garments every year and increasing constantly (Turnover-5Crores).
In expansion mode to double turnover by 2009-10 the board of directors has set up the plant in Faridabad
sector-37.
SUGGESTIONS
The company should grab various opportunities for future perspective and growth.
Proper allocation of funds in various activities.
Maximum utilization of resources.
BIBLIOGRAPHY
Books:-
Web site:-
www.txcindia.com
www.fibre2fashion.com
1) How do you get information about new product launch by the company?
Advertising-50%
Agent-25%
Conference-25%
2) Are you satisfied this
Yes-75%
No-25%
3) Do your marketing messages influence with your target audience? Are you talking about the
things your customers and prospects care about?
Yes
No
4) Is the company maintaining product quality as promised by in its marketing strategy?
Yes
No
5) As the customer, have you changed the way the find, buy, or use your product or service and
have you adjusted your marketing plan accordingly?
6) Do you wish to continue purchasing the product from the same company. If no why?
Yes
No
7) What market areas are being caterd?
International-30%
Domestic-70%
8) How frequently is he product type be changed ?
Every two years