A

PROJECT REPORT

ON

“ANALYSIS OF BRAND IMAGE WITH REFERENCE TO

CUSTOMER SATISFACTION OF BSL LTD”

IN PARTIAL FULFILLMENT IN AWARD OF MBA TWO

YEAR FULL TIME PROGRAMME

Under the guidance of

Faculty Guide Company Guide

Ms. Smiriti mashewari Mr. R.D JAT
(Lecturer. Dept of mgt studies) (Dy. Manager)

Submitted By:-
SATYNARAYAN SOMANI
MBA II Sem. (2009-2011)
-----------------------------------

Advent institute of management studies

( Sposnsored by Adventage Education Foundation)
“knowledge park”
Fernio-ka-guda,badi Road Thur,Udaipur
Phone:0294-2803801/02 Fax:0294-2560906
Website: www.aimsindia.ac.in : E-mail: advent@rediffmail.com

1
 ACKNOWLEDGEMENT

I am truly privileged that I got a chance to work for a reputed organization like “BSL
Ltd”. The association with such a focused and growth oriented company has left a positive
imprint on our mind. Knowing the functionalities of this company shown closely has helped me
to develop a positive, professional and honest attitude towards my work. There is no shortcut to
success, but by sincerity and hard work anything is achievable.
I am thankful to Mr.R.D.JAT (Manager HRD) who has provided me with an opportunity
to do my Summer Training in this prestigious organization. I would also like to thank Mr.
VIVEK VYAS (Head RMG Division) who has been of great help and assistance to me during
this period that showed their support as and when required. At the end of the project I feel
enriched with the knowledge given to me at BSL Ltd. from time to time.
I am thankful to MS.SMIRITI MAHESHWARI (Faculty Guide, AIMS, udaiur) for
guiding me in my work and providing me with valuable information and suggestions. I am also
thankful to Mr. N.S.RAO, (Director, AIMS) & Mr. VIVEK SHARMA (Placement coordinator,
AIMS) for their inspiration, encouragement, and extension of all facilities and support.
How can I forget to express my gratitude for the staff of BSL Ltd., the Distributors,
Retailers and Customer respondents who spare their valuable time in assisting me in carrying out
this valuable survey.
The involvement and concern of the members of my family in this work was no less
important. It was their encouragement and blessings that kept my enthusiasm on top.

Once again with warm regards of all staff members of BSL Ltd., I wish an auspicious
prospective life for the BSL Ltd.

SATYNARAYAN SOMANI

2
 EXECUTIVE SUMMARY

The liberalization era set in since July 1991, entailing a package of reforms in industries, foreign
track and foreign exchange regime has created the most congenial atmosphere for marketing and
export by the revolutionary liberalization policy of government of India. The opportunities to
face the global market were opened.

There are varieties of factors, which have prompted countries / firms to venture in to global
market. Those are:-

• Recession in domestic market

• Government Incentive
• Advantageous overseas opportunities
• Technological change and need for large scale operation
• Improved infrastructure and logistic facilities
• Better utilization of assets & resources.

But among all these condition market place success goes to those companies who can deliver
what people are ready to buy.

It is my goodness that in such kind of era I joined my summer training in BSL for
45 days as a part of my PGDM course curriculum. After joining my training I came to know
about the Indian textile industries.

According to my training schedule I visited number of department of BSL Ltd. which is as

under.

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 • Designing and development
• Spinning
• Weaving
• Processing
• Folding
• Go-down
• Publicity
• Marketing – Domestic & Export

After visit all departments I actually come to know about what is fabric, what are the design, feel
of fabric, textile of fabric variation of price according to the variety & finally about how to
market the fabric.

At last company assigned me the project for which I was eagerly awaiting named as “Analysis of
brand image with reference of customer satisfaction of BSL Ltd” in BHILWARA. I came
in close contact with the market trends & learned about various competitive advantages against
its competitors. It was a great industrial exposure for me & an introduction to the corporate
world.

4
 TABLE OF CONTENTS

SR. PAG
NO DESCRIPTION E NO.

1 INTRODUCTION
Executive summary 5
Introduction to Indian Textile
Industry 8
Introduction to the Group 12
Introduction to the Company 23
SWOT Analysis 29
Board of Directors 32

2 FACT AND FINDINGS 33

Product 34
Marketing and Publicity 36
Marketing Mix of BSL 36

3 PROJECT PROFILE 39
Title of the Study 39
Objective of the Research 39
Scope and Significance of the Study 40
Research Methodology 41
Limitations of the Study 44

DATA ANALYSIS AND

4 INTERPRETATION 45

5 FINDINGS 61
62
CONCLUSIONS AND
6 SUGGESTIONS

7 ANNEXURE 64

8 BIBILOGRAPHY 67

5
 INTRODUCTION TO INDIAN TEXTILE INDUSTRY

The textile industry occupies a unique place in our country’s economy as it contributes
significantly to industrial production, employment generators and foreign exchange earnings.

Textile industry is providing one of the most basic needs of people and holds importance;
maintaining sustained growth for improving quality for life. It has a unique position as a self-
reliant industry from the production, of raw material to the delivery of finished goods with
substantial value addition at each stage after processing; it is a major contribution the country’s
economy.

Its vast potential for creation of employment opportunities in the agriculture, industrial,
organized and unorganized sectors and rural and urban areas, particularly for the women and the
disadvantaged is noteworthy.

Although the development of the textile sector was earlier, taking place in terms of
general policies in recognition of the importance of this sector, for the first time a separate policy
statement was made in 1985 about development of textile sector. The textile policy of year 2000
aims at achieving the target of textile and apparel exports of US$ 50 billion by 2010 of which the
share of garments will be US$ 25 billion. The main markets of Indian textiles are USA, UAE,
UK, Germany, France, Italy, Russia, Canada, Bangladesh and Japan.

The main objective of textile policy 2000 is to provide cloth of acceptable quality at
reasonable prices for the vast majority of the population of the country, to increasingly contribute
to the provision of sustainable employment and the economic growth of the nation, and to
compete with confidence for an increasing share of the global market.

6
CURRENT POSSITION OF TEXTILE INDUSTRY IN INDIA
Textile constitutes the single largest industry in India. The segment of the industry
during the year 2000-01 has been positive. The production of cotton declined from 156 lakh
bales in 1999-2000 to 1.40 lakh bales during 2000-01. Production of man-made fiber
increased from 835 million kgs in 1999-2000 to 904 million kgs during the year 2000-01
registering a growth of 8.26%. The production of spun yarn increased to 3160 million kgs
during 2000-01 from 3046 million kgs during 1999-2000 registering a growth of 3.7%. The
production of man-made filament yarn registered a growth of 2.91% during the year 1999-
2000 increasing from 894 million kgs to 920 million kgs. The production of fabric registered
a growth of 2.7% during the year 1999-2000 increasing from 39,208 million sq mtrs to 40,256
million sq mtrs. The production of mill sector declined by 2.6% while production of
handloom, power loom and hosiery sector increased by 2%, 2.7% and 5.1% respectively. The
exports of textiles and garments increased from Rs. 455048 million to Rs. 552424 million,
registering a growth of 21%. Growth in the textile industry in the year 2003-2004 was Rs.
1609 billion. And during 2004-05 production of fabrics touched a peak of 45,378 million
square meters. In the year 2005-06 up to November, production of fabrics registered a further
growth of 9 percent over the corresponding period of the previous year.

With the growing awareness in the industry of its strengths and weakness and the need for
exploiting the opportunities and averting threats, the government has initiated many policy
measures as follows.

The Technology Upgradation Fund Scheme (TUFS) was launched in April 99 to provide easy
access to capital for technological upgradation by various segments of the Industry.
The Technology Mission on Cotton (TMC) was launched in February 2000 to address issues
relating to the core fiber of Cotton like low productivity, contamination, obsolete ginning and
pressing factories, lack of storage facilities and marketing infrastructure
A New Long Term Textiles and Garments Export Entitlement (Quota) Policies 2000-2004
was announced for a period of five years with effect from 1.1.2000 to 31.12.2004 covering
there manning period of the quota regime.

7
 FUTURE PROSPECTS:

The future outlook for the industry looks promising, rising income levels in both urban and
rural markets will ensure a rising market for the cotton fabrics considered a basic need in the
realm of new economic reforms (NER) proper attention has been given to the development of
the textiles industry in the Eleventh plan. Total outlay on the development of textile industry
as envisaged in the tenth plan is fixed at Rs.1980 crore. The production targets envisaged in
the terminal year of the Tenth plan are 45,500 million sq meters of cloth 4,150 million kg of
spun yarn and 1,450 million kg of manmade filament yarn. The per capita availability of cloth
would be 28.00 sq meters by 2006-2007 as compared to 23.19 sq meters in 2000-01 showing
a growth of 3.19 percent. The export target of textiles and apparel is placed at $32 billion by
2006-2007 and $50 billion by 2010-2011.

NATIONAL TEXTILE POLICY 2000:-

Faced with new challenges and opportunities in a changing global trade environment, the GOI
unveiled as National Textile Policy 2000 (NTP 2000) on November 2, 2000. The NTP 2000 aims
to improve the competitiveness of the Indian textile industry in order to attain $50 billion per
year in textile and apparel exports by 2010. The NTP 2000 opens the country’s apparel sector to
large firms and allows up to 100 percent FDI in the sector without any export obligation.

National Textile corporation ltd. (NTC)

National Textile Corporation Ltd. (NTC) is the single largest Textile Central Public Sector
Enterprise under the Ministry of Textile Mills through its 9 subsidiary companies spread all
over India. The headquarters of the Holding Company is at New Delhi. The strength of the
group is around 22000 employees. The annual turnover of the company is approx Rs 638
crores having capacity of 11 lacks spindles, 1500 Looms producing 450 lacks kgs of yarns
and 185 lacks Meters of cloth annually.

8
Vision India 2011 for Textiles

▪ Textile economy to grow to $ 90 bn. by 2011.

▪ Creation of 15 million new jobs in Textile Sector.
▪ To increase India’s share in world trade to 8% by 2011.
▪ Achieve export value of $ 45 Billion by 2011.
▪ Modernization and consolidation for creating a globally competitive industry.

9
 INTRODUCTION OF LNJ GROUP

The LNJ Bhilwara Group came into being in 1961. The founder of LNJ Bhilwara Group are Mr.
Laxmi Nivas Jhunjhunwala an innovative person with a wide vision, The LNJ Group is mainly
related with Textile, but it has also encompassed other product like Graphite Electrodes, Public
Radio Trunked services and Power Consultancy services.
The group is making ceaseless effort for consolidating and strengthening its image by
relentlessly improving the quality of its products and services. To achieve this aim the company
is endeavoring to make use of latest technology, development of human resource, and working in
totally quality cultured environment. LNJ Group is manufacturing a variety of products having
blends of P/V, P/W, Pure Wool and Pure Cotton which are the main consumables these days.
The spirit of innovation in the group can be measured by the fact that the group has
collaboration with:-
 Devanlay of France for cotton knitwear

 Pechinely of France for Graphite Electrodes

 Hydro Quebee of Canada for Hydro Power

 Mehore Energy PIC of U.K. for oil Exploration

 Scan Drilling Co. of U.S.A for Oil Well Drill

This on going pursuit of leadership began in 1961. A journey was initiated by Mr.
L.N.Jhunjhunwala. Chairman emeritus whose vision and values continue to drive the group

10
today and into the future. Today, the LNJ Bhilwara group is a multi-product conglomerate with a
global-presence, and with business interests spanning a diverse range of industries like; textiles,
graphite electrodes, and power generation. Sponge-iron, power consultancy services and IT-
enabled services. With over 20,000 employees and 20 production units located strategically
across the country, the group has successfully integrated its operations into today’s global-
economy. With export earnings comprising over 46% of the total revenue.

The group’s leadership in the textile industry is exemplified in the equity enjoyed by its brands in
the Indian market – place – Mayur Suiting, La Italia fashions and Geoffrey Hammonds superfine
Suiting’s.

The group has the largest integrated graphite electrodes manufacturing plant in South-East Asia
and products selling to the major steel plants across the world.

The group’s foray into the power sector has been an unprecedented success. Following the
success of the 15 mw hydro – electric project at Tawa Nagar (MP) in early 1997, the group also
commissioned India’s first hydro – electric IPP 86 mw, the malana power project, in July 2001
(in a record time of just 30 months), and is set to commence work on the 200 mw allianduhangan
hydro electric project at manali (hp). A tribute to the planning and organizational strengths of the
group.

Standing testimony to our promise of delivering the highest levels of quality and world- class
products are some of the most prestigious export awards for several consecutive years. Eight
group companies have also been awarded the ISO certification for their proven and sustained
commitment to quality.

The group today is fully geared to rise up to the challenges of the millennium. And that’s a
promise, the group intends to keep.

11
Quality:-

The group has invested in state of art Data centre, (DC) with the help of IBM to cater to its
business

And technology requirement. The Data Centre was designed in partnership with IBM to cater to
24*7*365 model for support to operations.

Group uses mostly Lotus notes for electronic milling. LNJ Bhilwara’s investment into
technology has been done with the foresight to cater its customers through facilities like online
information for all its product line on fingertips.

Technology has been always a frontrunner at LNJ-Bhilwara in proving quality and solutions to
the group to improve quality from time to time.

IS/ISO 9001:2000 Certified group companies

 Rajasthan Spinning and weaving Mills Limited (RSWM)

 HEG Limited

 Maral Overseas Limited

 BSL Limited

 Bhilwara Melba De Witte Pvt,Ltd.(ISO/TS 16949)

12
 THE GROUP COMPANIES

Rajasthan Spinning and Weaving Mills (RSWM) Ltd.

• Gulabpura Synthetic, regenerated cellulosic blended gray dyed yarn and febrics.

13
 • Banswara Synthetic, regenerated cellulosic cotton blended grey and dyed yarn.

• Mandapam Cotton Melange yarns

• Rishabhdev Synthetic, regenerated cellulosic blended and gray yarns.

HEG Ltd.

• Mandideep Graphite Electrodes.

• Durg Sponge Iron.

• Durg Waste Heat recovery power.

• Tawa Hydro Electric Power.

Maral Overseas Ltd. (100 % EOU)

• Maral Sarovar Cotton yarns, cotton knitted fabrics and Cotton (Indore)

Knitwear’s

• Jammu Cotton Knitted Fabrics and Cotton Knitwear’s.

• Noida Knitwear’s.

BSL Ltd.

• Mandapam Yarns, worsted and synthetic fabric, tops fiber dyeing &
Processing of Synthetic and worsted fabrics, tops fibre dyeing.

Bhilwara Melba De Witte Pvt. Ltd.

• Mordi- Banswara Specialized Automotive fabrics.

Malana Power Company Ltd.

• Malana (Kullu) Hydro Electric Power.

• Malani Hydro Electric Power.

14
Maral Fashions

• New Delhi Readymade Garments

Bhilwara Info Tech Ltd.

• Noida Information Technology

Escribe India Pvt. Ltd.

• Bhopal I.T Enabled services.

Corporate Office

• Noida

Regional Offices

• Mumbai

• Kolkata

• Bangalore

15
 THE ROAD AHEAD

EXPANDING CAPACITIES

Graphite Electrodes

The expansion of production capacity of Graphite Electrodes from 30,000 to 52,000 MT pa.a. is
completed at HEG, Mandideep. With an expanded capacity, the Company will be among the
largest single - site manufacturer of Graphite Electrodes in the world.

Textiles

Set to introduce ready -to-wear apparels manufactured by RSWM at its new unit based at
Bangalore.
Modernization/Up gradation, Forward integration, New Product Development, and value
Addition is in continuous process at the all the Group units.
16
Power Engineering Consultancy

Creative design and Engineering based on global exposure of RSW international Montreal.
Effective scheduling and monitoring,
Advisor/Assistance in construction of Hydro projects.
Handling 15 active projects of 3 to 200 MW capacities for various IPP's and Government of
India.
Advising on hydro Power business, Financing and Agreements (wheeling, PPA, inter-state
transmission)

Power Generation

♦ Envisioned power generation capacity : 2000 MW by 2012-2015.

♦ Commenced work on 200 MW - Duhangan Hydro Electric Project Manali (H.P.) -
♦ 30 MW Captive Power Plant commissioned at HEG, Mandideep in 2005.
♦ Four Wind Energy Projects (total 2.4 MW capacities) commissioned in Jaisalmer.
♦ Commissioned 86 MW Malana Hydroelectic Project at Kula in a record low time of 30
months and at a cost of Rs. 3.75 crore per MW.
♦ Units are equipped with in-house Captive Power Generation of 50 MW.

17
 GROUP'S PRIDE AND GLORY

AWARDS

♦ HEG is the winner of CAPEXIL Highest Export Award for Graphite Electrodes for the 18th
consecutive year.

♦ HEG bagged 'Rajeev Gandhi National Quality Commendation' and National Export' Awards.

♦ HEG won several National / Regional Awards for 'Quality Circles'.

♦ RSWM has, over the years, received several Export Awards from SRTEPC and the State
Government.

♦ RSWM & Maral have been certifies Oeko-Tex Standard 100 by the Instt. of the Intl. Assn.
For Research & Testing in the field of textile Ecology.
18
♦ Maral has won TEXPROCIL silver trophy in the 100% EOW/EPZ category.

♦ Maral has been accredited by Marks & Spencer, U.K.

♦ Maral has also been awarded AEPC Silver Trophies for outstanding export performance by
AEPC.

♦ Maral reveived the 'Rajeev Gandhi National Quality Award' and 'Green tech Safety Award'.

♦ BSL received the National Certificate of Merit for an outstanding export performance.

♦ Bhilwara Spinners awarded “Niryat Shree" for its export performance.

♦ Malana Power Company bagged "Green tech Environment Excellence Award
♦ BSL Ltd. get the award of ISO 9001-2000 as well as ISO 14001 :2004

19
 ACHIEVING EXCELLENCE

♦ HEG has the Graphite Electrodes Manufacturing plant in South & South East Asia and the
Middle East.

♦ HEG has won the mandate to provide technical know - how to Iranian Company - National
Iranian Steel Co. for establishing a Graphite Electrode manufacturing Plant in Iran.

♦ A new 30 MW Captive Power Plant commissioned at HEG, Mandideep.

♦ HEG is setting up Steel Billets Project at Durg, due to be operational by mid 2005.

♦ The Group also has a joint Venture with global power player Stat Kraft.

♦ Nor fund invest as (SN Power), Norway for setting - up Hydro power Generation Project.

♦ The Group is one of the largest producer & exporter of Polyester/Viscose blended yarns in
India.

20
♦ To enhance is operating capacity, RSWM has acquired Jaipur polyspin Ltd., for the
manufacturing of Synthetic blended Yarn.

♦ RSWM has also acquired a state of the art Process House as Mordi Banswara.

♦ RSWM and Maral and India's first composite textile and knitted textile miss to be ISO 9001:
9002 certified.

♦ Maral Sarovar plant is a 100% Export-Oriented Unit

♦ RSWM has been accorded 'Three Star Export House' status

♦ HEG & Maral have been accorded 'Trading House' status.

♦ Bhilwara Spinners have been accorded 'Export House' status.

21
 INTRODUCTION TO BSL LTD

Rajasthan, the land of the Great Indian Desert has been a place of thunder and valor since time
immemorial. The forces of nature have combined here to challenge the grit of man and put
human Endeavour to its ultimate test. It was in the desert that the LNJ Bhilwara Group set up
BSL Ltd. in the year 1972 amidst the stretching sand dunes of Rajsthan. The concept of
manufacturing Poly- Viscose Suiting’s was a unique concept in the history of the then Indian
Textile Industry. The people involved in establishing BSL always believe that there are no short
cuts to excellence and the desert has given them many opportunities to test their beliefs.

Over the years, BSL has become a multi- million-dollar company and put Bhilwara on the
international map of premium suitings. BSL has an experience of over 35 years in textile. It
produces over 12 million meters of fabric every year. It has multiple product mix comprising of
wool and wool blended fabrics, premium lightweight fabrics, wool modal fabric and Trevira
wool fabric. The company is also equipped to manufacture specialized fabric like Lycra cloth.
22
BSL is one of the leading companies in the field of fashion, fabrics and yarns. BSL produces
Polyester viscose fabrics that include blends with Cashmere, Mohair, Angora and Camelhair.
BSL exports 30% of its product to the international markets out of which more then 66% is from
wool and its blends.

Keeping in mind the change in customer behavior and increasing trends towards the readymade
garment segment, BSL has entered into this field and manufacturing readymade trousers under
the brand name La-Italia. Commitment to quality and harnessing state of the -art manufacturing
technology has earned BSL the prestigious wool mark and the ISO-9002 quality certification
besides numerous awards like the National Certificate of Merit for outstanding export
performance.

Spinning:

In its quest for global recognition through quality, BSL has acquired the state of art
manufacturing technology and systems. Greasy wool is imported from Australia. The wool is
then scoured and combed into tops and dyed on HTHP machines. After dyeing, it is dried using
the Stay field Radio Frequency Dryer from UK.

The preparation of worsted yarn is done on preparatory machines manufactured by M/s N.

Schlumberger & Cie, France. These machines are internationally renowned for the mixing of
polyester and woolen blends. For homogenous mixing and more uniformity, the fiber is passed
through latest Gilling machines GN 6.

Then the process of combing comes which strengthen the fibers thoroughly and removes the
minutest of impurities. The combing is done on PB-30, PB-31 & latest PB-32 comber machines.
The fiber is then put through the latest Gilling machines of GC-15 with electronically controlled
Auto-leveler and finisher Gill box of GV-11 and then passes through roving machines of FM-7N
& BM-15N.

Various types of yarn are spun according to customer specifications and world-class norms. The
spinning of the yarn is done through state of art spinning machines like ZINSER Ring spinner
421-E from Germany and the COGNETEX IDEA-73 of Italy.
23
The yarn is checked for quality and all the imperfections are removed with electronically
controlled LoepfeTK-840 yarn master. The knotless yarn is produced by using Thermo splicer
for 100% wool yarn and Air splicer for wool-blended yarn on the Schlafhorst (Germany) 238 &
338 Autocners. Assembly winding and twisting is done on the PS-MELTER and
PRERNA/STAR VOLKMAN TFO systems by using the Medsan (Italy) splicers for producing
knotless twisted yarn.

Weaving:

While the richest quality Australian Merino & Trevira polyester go into blended suitings, the
weaving systems also play a very important part. The yarn is woven using Shuttle less P7100
projectile and the G6200 Rapier weaving machines with electronic dobby from Sulzer Textile
Switzerland. For extremely precise weaving of monograms we use the Eltex Electronic Jacquard
Machine from Sweden.

The Warping is done on the Benninger Ergotronic of Switzerland, Comsa Tecnor machines from
Spain and other Indian Warping Machines. In post weaving each and every meter of fabric is
meticulously inspected for any sort of damage or imperfection. All these advanced weaving
technology and techniques enrich the fabric with a superior finish, fall, fell and drape.

Processing:

The processing stages the fabrics its final shade, depth, luster, finish, fall, handle and drape. This
is done with various state of the art machines, beam dying, jet dyeing m/c from Hisaka Auto
Jiggers from Intes, Italy are used for dyeing various blends. The processing of fiber dyed fabrics
includes relax scouring and relaxed shrinking on Stabila Relaxing m/c from Sperotto Rimer,
Italy. This machine produces relaxed fabrics in all blends. The processing of woolen and its

24
blends. The processing of woolen's and its blends is done on the Italian Supervelox Machine.
They also have Mercerizing and Compressive Shrinking Ranger to improve our Cotton blended
qualities, giving the benefit of shrink free fabrics.

A Sellers Shearing (UK) and the Marico Costa Rotary press (Italy) ensures that every inch of the
fabric is consistent. The finishing technology includes the Sellers KD Autoclave and the latest
Italian TMT 2000. Decatising machines that endow a permanent finish and stability to a wide
range of fabric like wool worsted and synthetics. The Sellers Paper Press adds to the finishing
touch.

In the present market scenario of fabrics, like Tencel, Lyocell, Nucell etc. Since fashion styles
change overnight, the demand for special fabrics is ever present. BSL has some specialized
machines to produce these high quality fabrics. The Rotor mat Italy handles complex processes
like enzyme-treatment, sand washing, and fibrillation, defibrillation, drying and softening with
ease. From this, we can modify the surface of any fabric of any blend to achieve a special feel
and handle. During processing, Singeing machines from Osthoff-senge, Germany guarantees a
homogenous high performance singeing results for all fabrics giving them a very clear and clean
surface and eradicating fiber protrusion.

Super finish from M. Tech machines, Germany ensures a high quality fabric in synthetic blends
achieving surface stability far superior to traditional finishing machines. The cloth also has
exceptional luster qualities that make color appear more vivid, even when in a matt finish. Al
processing stages adhere to the GFP (Genuine Fabric Process) method that improves the tailor of
the fabric.

Quality Assurance:

At BSL they have the most stringent standards of Quality Control. The department has highly
skilled technical managers and staff. The incoming raw material such as fibers, yarns, dyes and
chemicals are thoroughly tested before going into the manufacturing process. In addition, every
stage of production line has its own set of comprehensive monitoring systems.

25
Incoming Material Test:

The ray materials that are used undergo standardized evaluation tests. For dyes the strength,
sublimation, dispersion, washing & light fastness properties are evaluated. In the case of
chemicals and auxiliaries physical state purity, specific gravity, amine value, cloud point,
padding and boiling point are evaluated and tested. Each and every lot of fiber (wool, polyester,
viscose tops & special fiber) is tested for fiber fineness micron. (Fiber Diameter), Fiber Bundle
strength, Moisture Regain percentage, Finish percentage (as per IWTO standards and
specifications). Fiber diameter of wool is an extremely important aspect of high quality yarn and
fabric. At the lab the micron is checked on the Wira Fiber Fineness Meter from England that has
been certified by the Interwoollab, Brussels.

Polyester Viscose and Cotton yarns are tested for-Count, Count Strength Product (CSP (), Fiber
composition percentage (Blend %), Twist per inch, Uster percentage and imperfection, Uster
Classimat Faults as per BIS/ITWO Standard Procedure. User percentage (unevenness) and
classimat faults in yarns are checked on Uster Tester 3 and Uster Classimat CF II respectively to
ensure the quality of the yarn to be used for producing fabric of the best quality. Only after the
material fulfills the standard specifications, is it allowed to proceed to the production line.

In-Process Testing

Each and every lot is tested for wrapping gm/mtrs and uster percentage after combing at the 2nd,
4th, 5th, 6th passage of Gilling and Roving. The yarn is checked on the Zellweger Uster Tester-3
and Uster Classimat CFII from Switzerland to assure consistency in yarn quality conforming to
the norms of Uster statistics.

Research and Design Development

26
BSL is committed to bring the best in style and fabrics to consumers in India and abroad. BSL
has a constant research in fashion trends and buyer preferences and innovate for the future. These
inputs have helped BSL to step with consumer liking in India and around the world.

Design Studio

BSL has captured the imagination of the world through its array of trend setting designs. An
enthusiastic and innovative design cell with 15 skilled designers and color coding experts have
been responsible for this success. The innovative design studio is equipped with computer aided
design facilities and a fully fledged development center for creating new design blankets. For
color matching data, colored computers from USA are being used. The constant experimentation
and innovation by these professionals generates interesting designs, stunning patterns, textures
and color combinations leading to excellence in quality. BSL presents an array of designs that are
at par with international standards.

Product Development

Development of new design, new blends, new yarns and experimentation with new finishing and
chemical treatment help in the evolution of new products with improved texture handle and feel.
BSL has established tie-ups with research institutions and technical colleges in India, leading to
the initiation of a joint research group with the Indian Institute of technology, Delhi that will
define new parameters to the fast quality control test.

27
 SWOT ANALYSIS OF BSL LTD

STRENGHTS:
 The company belongs to LNJ group known in trade and industry for over a century.
 BSL Ltd. is one of the best located branches in the India.
 BSL Ltd. has been awarded ISO 9001:2000 as well as ISO 14001:2004
 BSL Ltd. Is a recognized brand all over the world.
 "Contract Labour System" it is a major strength of BSL Ltd. as there is no strike problem.
 BSL Ltd. Is a textile export leader in India.
 BSL Ltd. is having good dedicated work force.
 Good distribution channel all over the country and abroad.
 Technology and machines, which BSL Ltd. is using is world class.
 BSL Ltd. has good quality of products with low price as compare to all competitors.

WEAKNESS:

 Local marketing efforts are a major weakness.

 Product unawareness among customers.
 Ignorance of readymade garments dept.
28
  Lack of focus on inland trade.
 Higher cost of production as compared to the unorganized sector industry.
 Lack of efforts in brand development.

OPPORTUNITES:
 Indian government policies are becoming more and more exporter friendly.
 Company is making full efforts to increase its share in existing markets and to explore
new markets.
 Better opportunities in yearn and readymade market because it is a growing profit
products.
 BSL Ltd will be able to improve its turnover and profitability with the introduction of
high end silk fabrics.
 In export sector, company is exploring new markets as well as taking aggressive approach
in existing markets.

THREATS:
 Entrance of new competitors.
 Unorganized sector are big threat to BSL because there cost are very low.
 Poor HR measures are a major weakness.
 A huge market in worsted & some percentage of marketing p/v are covered by
unorganized sectors. Only some percentage of market in worsted & some percentage of
market in polyester viscose are for organized sectors.

29
 FINANCIL HIGHLIGHTS

(Rs. in Crore)

Particular 2006-2007 2007-2008 2008-2009

Turn over 182.09 178.88 188.17
Export 102.14 103.37 110.44
PBIDT 16.80 13.91 22.53
Interest 08.45 12.81 12.64
Depreciation 07.58 09.96 09.64
Taxation 01.17 (02.31) 0.20
PAT (0.40) (06.55) 0.05
Gross block 202.41 205.41 206.03
Less: Depreciation 106.35 115.91 124.40
Net block 96.06 89.51 81.63
Net Worth 46.68 40.12 40.17

30
Board of Directors:-

Chairman & Managing Director

• Shri Arun Kumar Churiwal

Directors

• Shri Ravi Jhunjhunwala

• Shri Shekhar Agarwal

• Shri Sushil Kumar Churiwala (w.e.f. 17/05/2006)

• Shri Sushil Jhunjhunwala
• Shri A.N. Choudhary

Advisor

• Shri Rajendra Nath Gupta

• Shri Riju Jhunjhunwala

• Shri B.D. Mundhra

Executive Director

• Shri Nivedan Churiwal

31
 FACT AND FINDING

1. Product
2. Marketing and Publicity
3. Marketing mix of BSL

32
 PRODUCTS

BSL YARNS:-

These are made from the finest Australian Merino wool that is spun to perfection on latest
manufacturing systems. Meeting the most stringent international quality standards, yarns
comprise a sizeable chunk of the company's export turnover. This is possible because of the
company's stringent quality policy and attention to detail at every stage of production.

POLYESTER WOOL BLENDED SUITING:-

BSL's polyester wool blended suitings offer a perfect blend of 100% Australian New Merino
Wool ranging from 22.5 to 17 microns and Treveira/ Tergal polyester. This combination of
natural and man-made fibers in 2/24 Nm to 2/100 Nm offers the best of both the worlds.

The pure Merino Wool lends it the richness and sophistication, while the polyester endows it
with an exciting fall and feel. This makes the fabric ideal for light winter, formal and party-wear
for both men and women.

BSL also offers specialized fabrics of wool blended with Lycra, Linen, Silk, Tencel, and Modal
etc.

PURE WOOL SUITING:-

Immaculate Purewool Suitings is created from the purest of raw materials--Australian New
Marino Wool in 22.5 microns to 17 microns with yarns of 2/24 Nm to 2/80 Nm.

33
Soft to touch and superior in drape, this is a result of a flawless blending of the finest wool with
latest technology. BSL Pure wool suitings are both fashionable and elegant. With an amazing
natural softness, the fabric is ideal for fashioning Men's as well as Ladies wear.

POLYESTER VISCOSE BLENDED SUITING:-

These exciting modern fabrics are created through blends of the finest quality polyester, viscose
and Polyester cotton. Thanks to the most advanced weaving and processing technology, BSL
presents a fabric with yarns of 2/15 Ne to 2/60 Ne that are impeccable and finest in finish.

READYMADE GARMENTS:-

BSL is setting trends with its La Italia premium range in the world of fashion. Available in a
variety of fabrics like cotton, polycotton, polywool and polyester viscose, the premium range of
trousers has been a runaway success in the readymade garment segment. The La Italia range of
trousers is available in straight, relaxed and wrinkle-free.
The recently launched readymade shirts and accessories range under the same name has been
well accepted by the discerning public.

34
MARKETING & PUBLICITY

Activities:

• Prepare publicity budget for the year considering the sales budget.
• Contact advertising the agency.
• Send report and company details to the agency.
• Company management analyses the report and negotiates with the agency.

The marketing division of BSL operates separately both in p/v as well as p/w booking of BSL
product take place biannually i.e. one booking in summer and the second booking take place
in the winter.

MARKETING MIX:-

MARKETING MIX is the set of marketing tools that the firm uses to pursue its marketing
objectives in target market.

The 4 p’s of marketing mix as follows:

1. product
2. price
3. place
4. promotion

35
PRODUCT CLASSIFICATION:

CONSUMER GOODS:-

• Poly viscose
• Poly wool
• 100% woolen

Industrial goods: The goods which are used for further production are industrial goods.

1. P/W yarn
2. P/V yarn

Price strategy:

The company has followed rapid skimming pricing strategy in which company keeps its prices
high in promotional activities very low. The company is still following this strategy.

PLACE:

Place include the various activities the company undertakes to the make product accessible and
available to target customer. The company is using this network of dealers and retailers for its
P/V and worsted suiting.

DITRIBUTION CHANNEL:

The distribution is done through distributors all over India. BSL has appointed agent in different
territories.

MILES  AGENTS  DEALERS  RETAILERS

36
PROMOTION:

Promotion consists of four different components:

1. Personal selling
2. Advertising
3. Sales promotion
4. Publicity

Personal selling:

Personal selling is unique as it is a face transaction b/w a sales man and a customer. In BSL total
25 sales officers are occupied as personal selling officers for 25 territories.

ADVERTISING:

BSL aims at effective advertising by placing there ads at right place by targeting the right kind of
people.

SALES PROMOTION:

Recently organized a show named as MAN’S OWN at Jaipur. There are several sales promotion
tools which BSL applies according to needs and situation.

37
PUBLICITY:

BSL significant new ideas about it are published media presentation of it on internet, television
or stage that is not paid by the sponsor, BSL has published its product by placing new sign board
at HARIDWAR MELA and various key points.

PROJECT PROFILE

1. TITLE OF THE RESEARCH

“Analysis of brand image of BSL Ltd with reference to customer satisfaction in Bhilwara”

2. OBJECTIVES OF THE STUDY

The objective was conducted to fulfill the following objective:-

o To study the brand image of BSL among the customers.

o To find out the brand awareness among the customers.
o To know what type of improvement can be done in advertisement.
o To find out most effective media among the customer.
o To explore out the fact of current position of BSL Ltd.
o To find out the level of satisfaction of customers to BSL Ltd.

38
 SCOPE AND SIGNIFICANCE OF THE STUDY

Every research has its own limitation and plus points. For this reason and for helping
further study in this regard scope of the study is important. The scope of the study is as
follows:-
• The data are collections from different area and different fabric manufacturer of
Bhilwara. Analysis has been done on the basis of customer expectation. The
analysis and result of the study are confined to these only.

• Study was done in various areas of Bhilwara, so the results of the analysis regarding
customer expectation will vary with data at national level study.

• The study can help a research for further study regarding the customer expectation
of BSL Ltd products.

To the company:
This study enables the organization to know their market strength, position and the image
of the company and thus focusing more on weaker areas and what should be done to attain
the market fruitfulness in this competitive era.
Research has its special significance in solving various marketing, brand problems and
targeting market of business and industry.
To the researcher:
The summer training is mandatory for partial fulfillment of the degree of PGDM.
Additionally the project supplemented the theoretical and practical knowledge of the
researcher by providing him an opportunity to understand the policy. Marketing concepts
39
 and their practical experience are the knowledgeable experience to researcher during the
period of this summer training. Besides this, every practical experience at the time of
training is going to help the researcher in his future work in many ways.

RESEARCH METHODOLOGY

RESEARCH PHASES:-

The research was conducted in following phases:

• Extensive literature survey: - The researcher related to the project studied various
reports. Researcher had visited the various department of the company and come to
know about the production process, design and development & packing of the product
etc.

• Pilot Survey: - Pilot survey is conducted in Bhilwara city necessary modification in

the project is done.

• Data collection: - The third phase of the study was data collection that was done with
the help of structured schedules in Bhilwara city of Rajasthan

40
RESEARCH DESIGN: - The descriptive nature of the research necessitated collection of
primary data from retailers of cement through market survey. Both the methods, personal
interview technique and telephonic interview technique were used with the measure emphasis on
personal interview method. Interviews were conducted through the “structure questionnaire”.

UNIVERSE: - Bhilwara city

SAMPLING TECHNIQUE:-
A sampling technique was chosen for the study was Random Sampling Technique. This is the
most common method of selecting the sample. This is because the customers are localized in
different part of the market. It gives all customers in a group and equal chance of being selected
for the purpose of the survey.

SAMPLING UNIT: - Customers and dealers in Bhilwara

SAMPLE SIZE: - 100

TYPE OF DATA: - Primary and secondary data.

DATA COLLECTION:-

• Primary data: A comprehensive questionnaire has been designed for the purpose of
the and also study and the respondents were interviewed to collect feedback on the
41
 subject. This is the main source of the primary data. Also discussions among peers
and colleagues were carried out on the subject to understand the perception that
people hold about BSL Ltd. In the market and what are their expectations and
preferences.

• Secondary data: The secondary data was collected from books, journals and matter
provided by company relevant to the subject and also from the internet which showed
the previous study made. This was mainly to get an understanding of the operational
side of the market.

LIMITATIONS OF THE STUDY

Every study has its own limitations in terms of methodology and available
Resources for its conduction. This study was not an exception and was carried out under
the following limitations: -
• The sample size chosen by me was not large enough because of such a big market.

• The employees were busy therefore getting information by them was delayed.

• Many respondents were not interested to give time required for questionnaires.

• Some important information was not there due to confidentiality involved in it.

• I had taken these programs in a much generalized way so they do not want to give
very adequate and accurate information.

• There was only some certain hours in a day in the idle hours during which
the customers was ready to talk.

42
 DATA

ANALYSIS

AND INTERPRETATION

43
Q1:- Do you know about the brand BSL?

YES 71%
NO 29%

INTERPRETATION:-

44
This data shows that people are well aware about BSL & its products and they know that what
kind of fabrics is made by BSL, as 71% customers of fabric knows about the company. So BSL
awareness is good in market.

Q2:- Do you purchase products of BSL?

Yes 78%
No 22%

45
INTERPRETATION:-

Most of the respondents purchase BSL products in Bhilwara.

Q3:- What is your income group?

Less than 1 lakh 1-3 lakh 3-5 lakh More than 5 lakh

20% 35% 35% 10%

INTERPRATATION:-

46
 Most of the people who are in good economic condition are purchasing BSL products. It means
that upper middle class is more aware about BSL.

Q4:- What type of customer you are?

Regular Temporary New

31% 56% 13%

47
INTERPRATATION:-

In Bhilwara district most of the people are temporary customer. They purchase BSL product
occasionally and some festival like holi, diwali etc, and regular customers also has a good
percentage.

Q5:- Are BSL Products in your reach?

Yes 71%

No 29%

48
INTERPRETATION:-

The Data are show that in Bhilwara district BSL product are easy available to the
customer as 71% respondents are agree that BSL products are in their reach.

Q6:- Why you purchase BSL products?

49
 Good quality Suitable price Brand name Other
50% 20% !7% 13%

50%
45%
40%
35%
30%
25%
Series1
20%
15%
10%
5%
0%
Good Suitable Brand Other
quality price name

INTERPRETATION:-

This data shows that most of the people purchase BSL because quality of BSL product is very
good so 50% people are prefer to use BSL product because of its good quality.

50
Q6:- Why you do not prefer to purchase BSL products?

Poor quality High price Lack of Stick to other Other

awareness brand

6% 18% 29% 21% 26%

30%

25%

20%

15%
S e rie s 1
10%

5%

0%
P o ve r H ig h p ric e L a c j o f S tic k to O th e r
q u a lity a w a rn e s so th e r b ra n d

INTERPRETATION:-

People find BSL product are quality wise good. But it is price wise high as compare to its
competitors. Many people aren’t awaer about BSl products so there is a need of improovement in
pricing stratagy and awareness to the products of BSL.

51
Q7:- Which factor influence your decision while purchasing fabrics?

Quality Price Brand name Other

50% 23% 25% 2%

60%

50%

40%

30% Series1

20%

10%

0%
Quality Price Brand Other
name

INTERPRETATION:-

Most of the people response to brand name as well as quality. In Bhilwara 50% of the people
prefer quality and 25% prefer brand name when they purchase the fabric.

52
Q8:- Do you find sufficient stock at BSL Outlets?

Yes No

70% 30%

53
INTERPRETATION:-

Most of the people find out sufficient stock at BSL shope.

Q9:- On which media you have seen advertisement of BSL?

Electronic media Print media Out door Other

40% 45% 15% 0%

54
 45%
40%
35%
30%
25%
20% Series1
15%
10%
5%
0%
Electronic Print media Out door Other
media

INTERPRETATION:-

40% of the respondents had seen advertisements of BSL on electronic and 45% on print media.

Q10:- Which is the appropriate media you prefer for advertising the BSL?

Electronic media Print media Outdoor Other

74% 16% 10% 0%

55
INTERPRETATION:-

74% of the people prefer electronic media for advertising while 26% on print and outdoor
media. So improovements should be taken while choosing channels of advertising.

Q11:- Do you purchase other brands of fabrics? Mention the brand name.

56
 Yes No

86% 14%

INTERPRETATION:-

Most of the people purchase other brands of fabrics also in which they prefer raymonds,
siyarams, mayur and other brands of fabrics.

57
Q12:- Your interaction with Retailers offering BSL products.

ATTITUDE/SPEED OF SOLUTION
BEHAVIORRESPONSE TO PROBLEM

OUTSTANDING38 22 9

VERY GOOD 29 40 31

GOOD 27 30 51

POOR 6 8 9

INTERPRETATION:-

According to people the retailers attitude,behavior & response is good for the BSL shopee.

58
Q13:- According to you, which brand is best in fabrics and why?

BSL Raymonds Mayur Siyaram

37% 42% 10% 11%

INTERPRETATION:-

This data shows that the Raymond’s is best in fabric because its brand image and quality is very
good in the market .

59
Q14:- According to your view in which area BSL products need improvement?

Qulity Sales policy Price Varities Promotion

7% 10% 16% 23% 44%

60
INTERPRETATION:-

44% People advise that BSL need to improvement in promotion, 23% responds improvement in
varieties & 16% response to pricing because BSL product is price wise high & quality wise best.

FINDINGS
61
1) I found that people who belong to upper middle class purchase the products more as
compared to lower income group.

2) In Bhilwara most of the customers are temporary as compared to regular and new
customers.

3) I found that people are less aware and stick to other brand of fabrics.

4) Quality of the product influence decision making of purchasing fabrics very much, I
found that quality of product is good.

5) Advertising and promotional activities of BSL Ltd is not regular and most of the people
prefer electronic media for advertising.

6) Respondents suggest that there is need of improvement in pricing, varieties and

promotional activities.

7) I found that preference to readymade garments is one more reason because of which
people are not interested in purchasing fabrics.

62
 CONCLUSIONS

It was a very overwhelming experience doing my training in BSL ltd. I got to know about the
market conditions in the field of textiles, and also what is the current position of the organization.
The staff proved to be lot supportive, which helped me a lot in my training session to learn new
things and also how to work in such an organization culture.

I carried out the training with a new dimension, giving me an industrial exposure, helpful to me
for entering the corporate world; I also came to know about the marketing aspects of the
organization.

63
 SUGGESTIONS

During the market survey conducted by BSL on Brand Image of BSL we found that the BSL is
lacking in few areas. During the survey, the retailer and consumers suggested various
suggestions so as to improve the current position of BSL in the domestic market.
The suggestion is following:-

• It should improvise its advertising Champaign on a very large scale and it should be
product oriented advertising.

• Promotion activity should be increased in order to build brand image.

• Company should adopt a premium pricing strategy for its high quality products.

64
 • Company should extend its production of readymade garments.

• Company should develop a mix of price and quality so that its products should reach to
every income group.

• Company should open more outlets and improve its distribution channel so as to convert
temporary customers into regular customers.

• Company should make different marketing policies for different area which must be
according to the gene try over there just like local network and announcement.

ANNEXURE

QUESTIONAIRE
Schedule for customers
“Analysis of Brand Image of BSL Ltd with reference to customer satisfaction”
Dear respondent,
This is a confidential survey; please give the answers to the best of your knowledge. We shall be
grateful to you.
Respondent’s name: - …………………………………………………..
Address: - ……………………………………………………………….
Age:-……………………………………………………………………
Contact number: - ………………………………………………………
Occupation: - ……………………………………………………………

Q1:- Do you know about the brand BSL?

a) Yes b) No
65
Q2:- Do you purchase products of BSL?
a) Yes b) No

Q3:- What is your income group?

a) Less than 1 lakh.

b) 1 lakh to 3 lakh.

c) 3 lakh to 5 lakh

d) Above 5 lakh

Q4:- What type of customer you are?

a) Regular

b) Temporary

c) New

Q5:- Are BSL Products in your reach?

a) Yes b) No

Q6:- Why you purchase BSL products?

a) Good quality b) Suitable price

c) Brand name d) other: - ……………………………

…………………………………………………………………………………….
OR
Q6:- Why you do not prefer to purchase BSL products?
a) Poor quality b) High price

C) Lack of awareness d) Stick to other brand

66
e) Other:-………………………………………………………………………

Q7:- Which factor influence your decision while purchasing fabrics?

a) Quality b) Brand name

c) Price d) Other……………………………………

Q8:- Do you find sufficient stock at BSL Outlets?

a) Yes b) No

Q9:- On which media you have seen advertisement of BSL?

a) Electronic media b) Print media

c) Outdoor
d) Others:-…………………………………………………………………

Q10:- Which is the appropriate media you prefer for advertising the BSL?
a) Electronic media b) Print media

c) Outdoor
d) Others:-…………………………………………………………………

Q11:- Do you purchase other brands of fabrics? Mention the brand name.
a) Yes: - …………………………………………………………………..

b) No

Q12:- Your interaction with Retailers offering BSL products.

a) Attitude/behavior :- a) outstanding b) Very good

67
 c) Good d) Poor

b) Speed of response: - a) outstanding b) Very good

c) Good d) Poor

c) Solution to problem: - a) outstanding b) Very good

c) Good d) Poor

Q13:- According to you, which brand is best in fabrics and why?

a) BSL b) Other: - ………………………..

: - Good quality
: - Good brand image
: - Suitable price
: - Other………………………………………………………………………..

Q14:- According to your view in which area BSL products need improvement?

a) Quality

b) Sales policy

c) Price

d) Varieties

e) Promotion

BIBILOGRAPHY

68
Books:-

Marketing Management: Philip Kotler

Organization Behaviors: Kieth Davis
Research Methodology: C.R Kothari

Reports:-

Company Annual Report

Web sites:-
www.rswm.in
www.lnjbhilwara.com
www.bslsuitings.com

69