PRODUCT PLANNING & MARKETING STRATEGIES

AT
KITEX LTD.

KIZHAKKAMBALAM, ERANAKULAM

A project report submitted in the partial fulfillment of the

award of the degree in Master of business Administration of
the University of CUSAT 2008-2010.

SUBMITTED BY,
SARATH.V.L
S4 MBA, 2008-2010 Batch.
UNDER THE GUIDANCE OF,

Prof: PRABHAKARAN.

CONSPI ACADEMY OF MANAGEMENT STUDIES

PLANKALA MUKKU, INDUSTRIAL ESTATE P.O PAPPANAMCODE,
THIRUVANANTHAPURAM.
 CONSPI ACADEMY OF MANAGEMENT STUDIES
PAPPANAMCODE, THIRUVANANTHAPURAM.

CERTIFICATE

This is to certify that the project report entitled “PRODUCT PLANNING AND
MARKETING STRATEGIES”WITH SPECIAL REFERENCE TO KITEX
LIMITED, ALUVA” is a bonafide record of the work done by ‘SARATH.V.L’ in
partial fulfillment of the requirement of the award of MASTER OF BUSINESS
ADMINISTRATION of COCHIN UNIVERSITY OF SCIENCE AND
TECHNOLOGY at CAMS, THIRUVANANTHAPURAM.

Prof: PRABHAKARAN. S Dr. Sarndharan

[Project Guide] [Director]

 CONSPI ACADEMY OF MANAGEMENT STUDIES
PAPPANAMCODE, THIRUVANANTHAPURAM.

CERTIFICATE

This is to certify that the project report entitled “PRODUCT PLANNING AND
MARKETING STRATEGIES”WITH SPECIAL REFERENCE TO KITEX
LIMITED, ALUVA” is a bonafide record of the work done by ‘SARATH.V.L’
under my guidance in partial fulfillment of the requirement of the award of
MBA 2008-2010

Place Prof: PRABHAKARAN.S

Date [Project Guide]

 DECLARATION

I, SARATH.V.L hereby declare that this project report titled “PRODUCT PLANNING &
MARKETING STRATEGIES” is an original work done by me in partial fulfillment for the
Degree of Master in Business Administration under Cochin University of Science &
Technology. I further declare that this work is not partly or wholly submitted for any other
purpose and that the data included in the Report, collected from various sources, are true to the
best of my knowledge.

Place: SARATH.V.L
Date:
 ACKNOWLEDGEMENT

I feel great pleasure in expressing my sincere gratitude to all those persons – without those help
and support, this work wouldn’t have reached its completion.

I am thankful to the Almighty God for giving me strength and wisdom throughout the project
work.

I would like to express my profound gratitude to SARNDHARAN, Director, Conspi

Academy of Management Science for providing all the support needed to complete my project.

I am deeply indebted to Prof.Prabhakaran Management faculty of Conspi Academy of

Management Science for his valuable guidance and support to help successfully completing
this project.

I wish thanks to Mr. K.C.Pillai (General Manager) and for permitting me to do

project in their esteemed organization and for provides all help needed to complete my project
most successfully.

I extent my thanks to my parents, friends and all those who encouraged me directly or
indirectly to complete the project in a better manner.

Thanking you

SARATH.V.L
 TABLE OF CONTENTS

Contents Page no.

Executive Summary

CHAPTER 1:

INTRODUCTION 1

STATEMENT OF THE PROBLEM 2

OBJECTIVES OF THE STUDY 2

LIMITATIONS OF THE STUDY 2

CHAPTER 2 3

INDUSTRIAL PROFILE 4

COMPANY PROFILE 6

PRODUCT PROFILE 11

SWOT ANALYSIS 13

CHAPTER 3

REVIEW OF LITERATURE 15

CHAPTER4

RESERCH METHEDOLOGY 18

CHAPTER5

DATA ANALYSIS & INTERPRETATION 20

ANALYSIS OF EXISTING MARKETING MIX 21

COMPETITIVE ANALYSIS 26
DATA ANALYSIS AND INTERPRETATION OF CUSTOMERS 30
SURVEY.
DATA ANALYSIS AND INTERPRETATION OF RETAILERS 54
SURVEY.
FINDINGS 72

CHAPTER 6

SUGGESTIONS 73

CONCLUSION 74

CONCLUSIION 75

APPENDIX 77
 LIST OF TABLES IN THE PROJECT
Sl No. Name of the Table P age no
 LIST OF FIGURES IN THE PROJECT
Sl No. Name of the Table P age no
EXECUTIVE SUMMARY
 KITEX LTD, KIZHAKKAMBALAM, ERANAKULAM
An over view

Kitex Ltd was incorporated in 1975 at Cochin as a sister concern of Anna Group, a multi
product company that began in 1968 is now spearheading to the new millennium. This company
is devoted to manufacture of aluminum vessels in to a multi dimensional grant with interest in
various fields ranging from textiles to ayurveda.

Kitex Ltd is a textile manufacturing company having a wide range of products like cotton
fabrics, polyester, bed sheets, Lungies, dhothies, pillow cover & inner wears. These are
marketing through a network of over 2500 authorized dealers.

General background of the project

The purpose of the project was to study the marketing strategy adopted by Kitex Ltd for Adonis
& to find out the buying preferences of customers. Hence separate questionnaires were prepared
for retailers and consumers for conducting a true survey. The area covered for the survey is
Thiruvananthapuram district.

Research methodology adopted in this project was exploratory research partly followed
by descriptive research. The discovery of insights, ideas, the analytical familiarity and the
concept clarification is done through exploratory research. Primary data was collected through
questionnaire and personal interview and secondary data was collected through websites,
company documents.
 CHAPTER 1
INTRODUCTION

Introduction

The innerwear market in India is currently valued at Rs. 5160 crore in value terms and
80.16 crore units in volume terms The Indian lingerie industry is poised for a great leap
ahead due to the growing domestic demand coupled with huge export potential. There are
more than 1000 Indian brands present, but only 200 are active nationwide. The remaining
cater to markets in the vicinity of their manufacture. The Last decade has witnessed
inflow of many multinational brands in the Indian innerwear market. Many foreign
companies have already set up or are in the process of setting up their manufacturing
units in India in collaboration with local players. India’s vast resources, skilled manpower
and infrastructure attract a lot of foreign investment in the field of innerwear.

This paper brings to light the product offering by Kitex Ltd. and their comparison
with leading brands. Leading brands present in Indian lingerie market have been studied
under the heads of year of establishment, retail presence, styles of products offered, price
range and the best selling categories. The data has been gathered by personal interviews
of fifty consumers and twenty five retailers.

1.1STATEMENT OF THE PROBLEM:

To study the marketing strategies adopted by Kitex ltd for Adonis brand of inner wear for men.

1.2OBJECTIVES OF THE STUDY:

• To study existing marketing strategy adopted by the company.
• To study about the competitors of the product.
• To conduct a survey among the consumers of the product and find out their preferences.
• To conduct a survey among the dealers about product.
• To suggest improvement in the products, if necessary.
 • To find out market expansion possibilities.

1.3 LIMITATIONS OF THE STUDY:

• This study was restricted to Thiruvananthapuram & Eranakulam district.
• Size of the sample was small due to short time period.
• There is a chance of bias in the information provided by the respondents.
• The limitations of the questionnaire, method of data collection wil affect the study.
• Lack of cooperation by the respondents.

CHAPTER 2
 INDUSTRY PROFILE

2.1 INDUSTRIAL PROFILE

The innerwear market is flooded with the best of Indian as well as international brands. The
inside story got its first stylish boost when Associated Apparels Pvt. Ltd. makers of Liberty
shirts, launched the world famous Maiden Form bras, Jockey men’s underwear and swimwear in
1962 in India. The brands were an instant success with their style and quality. Because of the
change in government policies the company gave the overseas tie-up and changed the names to
Libertina for lingerie and Liberty for men’s underwear in the late 70s. With the success of
Libertina and Liberty other Indian companies moved into lingerie bandwagon. Peter Pan from
Dawn Mills in the 70s entered the market. The brand was one of the favorites with the Indian
women, but two decades later it vanished from the market. VIP a major player in men’s segment
launched Petals, a lycra moulded cup bra with motifs, which was considered ahead of its time
and was discontinued. But its Lovable launch in 1996 proved a success when they brought in a
foreign brand but made in India. Lovable was followed by Feelings, a domestic offering of VIP
along with Daisy Dee. Vanity Fair was launched in 2004 and finally a Korean brand Try for men
and women in 2004. Another big brand in the lingerie market is Rupa & Co. started in 1985. Its
range of men’s, women’s and children’s underwear makes it India’s largest manufacturer and
seller of innerwear.
Other brands that are making their presence felt in the Indian innerwear market are Amul, Lux
Cozi and Dollar catering to a particular segment of men’s innerwear market while the lingerie
segment has its own local brands like Neva, Bodycare, Softy, Lady Care, Little Lacy, Red Rose,
Sonari and many more.

Trickle of foreign brands started in 90s with the advent of Jockey re-entering the Indian
market followed by Calida and liberty Blu. Then the very high fashion Gossard came for
a limited period. The entry of the Marks and Spencer chain stores created a stir.

Another big entry was Triumph. Enamor, another foreign brand entered through
Gokaldas Exports and very chic French brand Aubade opened its only outlet in Mumbai.
LaSenza and Hanes are other brand in the scene.

Though innerwear includes garments for men, women and kids , it’s the women segment
called lingerie, that draws the maximum attention. Lingerie is considered an important
value added segment. The range of items available as innerwear is enormous. But for an
average Indian woman innerwear is limited to just a couple of items, mainly bras and
panties. Out of these two, also brassiere is more complex an item to ensure the comfort
and fit. A number of styles are available in this basic garment like full cup, push up,
sports, strapless and under wired bras. In India, brassieres are constructed using 100
percent cotton fabrics, either knitted or woven. Sometimes, 3-10 percent Lycra is also
added to get stretch effect and to provide a better fit. Panties are generally made of 100%
cotton sinkers, ribs and interlock fabrics. Polyester - cotton jacquard knits are mainly
used for achieving comfort and aesthetics. Other components include range of elastics for
different areas of the garment, underwires for support, eye hooks and ring fastners. Laces
are also used extensively, with both knit and woven fabrics. Linings are used in the cup
area for support and strength, while pipings are used at the cup and side seems to give
fullness and strength.

As inner wear comes in direct contact with the skin, primary requirement for users is
comfort, followed by elegance. There is a need for a good combination of technology and
quality components as raw materials, to succeed in producing a standard product.

2.2 COMPANY PROFILE

Anna Group's weaving unit, KITEX LIMITED was established in 1975. The Company is
engaged in the production of fabrics made of Cotton and other blends, Grey Cloth, Bed sheets
and Lungies. Through the years, the company has carved a niche for itself in this highly
competitive industry with its tradition of world class quality.

Kitex is engaged in the production of fabrics made of Cotton and other blends, Grey Cloth, Bed
sheets, Lungies, Dhothies ,Inner garments, school bags etc.'Kitex White' gives you an array of
white dhothies -single as well as double. It comes with streaks of colour and gold to add to the
looks of your dhothies. Companies have a beautiful and wide range of bedspreads under the label
of Sweet Dreams. Companies also have school bags and inner garments in wide variety. Through
the years, the company has carved a niche for itself in this highly competitive industry with its
tradition of world class quality.
Vision

A world class manufacturing company focusing on all round business excellence through a total
quality management system with committed leadership, effective team work, delighted customer
and satisfied employees in an environment friendly organization.

Mission

Fabrics are produced as per the customer specification efficiently in a professional and
environmental friendly manner, on time and at the right cost with at most customer specification
to become a world class organization through improvement.

Anna Group of Companies

More than three decades ago, in 1968, Mr. M.C.Jacob founded the company, he made a break
with past. Belonging to an affluent family of plantation owners, he ventured in to the risky world
of manufacturing industry and hoped for the best, while working very hard to make his maiden
venture a success. Today the group is involved in the manufacturing aluminum sheets, vessels,
spices, fabrics, garments, marine exports, medicine etc. the Anna range of vessels are highly
popular in the domestic market and in the middle east, U.S.A, Africa and Australia.

Anna Aluminium

It is the flagship company of Anna Group. Engaged in the manufacturing and marketing of
Vessels and Utensils as per ISI standards for the past three decades, it is presently the only
company having ISI Certification for Vessels in Kerala. The company manufactures vessels only
using 99.5% pure aluminium ingots. The brand ‘ANNA’ has become a household name in
Kerala due to its high standards of quality and workmanship. The Company has more than 525
different varieties of vessels and utensils, marketed through more than 2500 dealer outlets in
India.

Anna Aluminium has a wide range of vessels to cater to all necessities of a modern day kitchen.
Depending on the various types of cooking and dishes, Anna provides more than 525 varied
vessels and utensils. All products are made of high standards and strict adherence to quality. To
maintain this quality, vessels and utensils are made using 99.5% pure aluminium.

Anna group is the only company having ISI certification for all its products in Kerala. The
group’s packaged cookware items were brought under a new brand name-Chakson.

CHAKSON

Chakson brand Pressure cookers stormed into the market in 1993; and within a short span of 4yrs
Chakson Pressure Cookers captured a sizeable share of the domestic market.

Products: Thermal Cooker, Pressure Cooker, Multi Steamer, Non Stick Cookware.

KITEX LTD

Anna Group’s Textile unit, KITEX LIMITED was established in 1975. The Company is engaged
in the production of fabrics made of Cotton and other blends; Grey Cloth, Bed sheets and
Lungies.

Products:- Lungies , Dhoties and Bed sheets

The Kitex range of garments, fabrics and textiles include dress materials and traditional wear
like- Lungies and Dhoties. The Kitex range of garments manufactured in the multi-crore factory
is a popular brand that is recognized not just within India, but abroad too, catering to the fashion
conscious markets across the world. Made from 100% combed cotton, Kitex Bed Sheets are
suitable for all climates and comes in a variety of shades and designs. Experience the warmth of
smoothing nights that caresses your dream and lull yourself into relaxing sleep, night after night
with Kitex.

Scoobee Day
From the house of Kitex has a wide range of School Bags which became an instant hit,
and scoobee became a close companion to all school going kids. With shoulder strap cushions
and rear padding for added comfort, Scoobee Day bags come in various colour combinations.
The unique features include special pouch for water bottles, Tiffin boxes and even a secret
pocket.

TrawellDay BAGS

These are wide range of luggage and baggage products. Coming up with latest designs and
models, these travel & everyday travel luggage needs are designed to meet the modern trends
and requirements of the customers. Made from the imported materials, the bags are available in
attractive styles and different colour combinations.
Products: Travel bags

ELLYS
Ayurveda is a traditional Indian system of medicine, recognized even by the World Health
Organization. ELLYS HERBAL EXTRACTIONS makes use of the ancient secrets of Ayurveda,
to provide you with every day food supplements that can enhance your general health.
Products: Ellys Gastro Herbal Digest.

Dago Bert

Shirting & Suiting are woven from the finest cotton, using the toughest materials that are soft to
touch when draped on your body. Dago Bert shirting & Suitings are available in a variety of
colours and shades.

Products: Shirting & Suiting

Adonis

ADONIS is the brand name of innerwear for men. Adonis a range of refined vests and briefs. Its
100% combed compact cotton keeps skin free of itches, black spots, prickly heat, boils etc.

Agna

AGNA a range of Bras & Panties ensure seamless fit and finish. The Smooth elastic used makes
the skin feel fabulous and the label free stitch ensures flawless comfort.

SARA SPICES
Sara Spices is the condiment producing unit of the Anna Group. It is involved in the production
and exporting of Curry powders, whole Spices, etc. for the past two decades. Sara Spices and
curry powders are known for its high standards of quality and hygiene and have won accolades at
home as well as abroad.

Products: Ready to Eat, Ready to Cook, Curry Powder

2.3 PRODUCT PROFILE

PRODUCT UNDER STUDY: KITEX INNER WEARS for Men

Kitex introduced new product inner garment for men under brand name ADONIS. The Adonis
is made from 100% combed cotton with the help of computerized controlled machines.

ADONIS:-

The ADONIS brand is promoting with a caption “Inner strength of a man.” Under Adonis both
vests & briefs are marketing. There are 3 different types of products in the Brief section. All the
3 are available on five colours and six sizes.
Adonis vests have 5 products. Among this Handsome and Sleek are also available on both sleeve
less & with sleeve. Vests are also on 6 sizes but only white colour is available.

These are manufactured in the Rs.100crore worth plant, meeting the quality standards &
requirements of the developed countries; every garment makes use of cutting-edge German
Technology, special machine dying, printing etc. Its 100% combed compact cotton keeps skin
free of itches, black spots, prickly heat, boils etc. The Smooth elastic used makes the skin feel
fabulous and the label free stitch ensures flawless comfort. Complementing the shrinkage
controlled fabric are perfect cuts and apt measurements.

Features

➢ Good quality product

➢ Attractive packaging
➢ Durable
➢ Comfortable
➢ Wider collection of different sizes and colours
➢ Uniqueness of marketing strategy

PRODUCTS OF ADONIS:-
ADONIS

ADONIS BRIEFS:

Sl No Product Size MRP

1. REGULAR 80, 85,90,95,100,105 49
2. REGULAR PLUS 80, 85,90,95,100,105 60
3. TRENDY 80, 85,90,95,100,105 89

ADONIS VESTS:
Sl No Product Size MRP
1. HANDSOME (RNSL) 80, 85,90,95,100,105 62
 2. HANDSOME (RNS) 80, 85,90,95,100,105 72
3. MASCULINE 80, 85,90,95,100,105 89
4. SLEEK (RNSL) 80, 85,90,95,100,105 50
5. SLEEK (RNS) 80, 85,90,95,100,105 57

2.4 SWOT ANALYSIS

The basic objective of SWOT Analysis is to provide a frame work to reflect on the ability to
overcome barriers and to avail of opportunities emerging in the changing environment, the
diagnosis of strength and weakness can be fruit fully own if the environment factors and market
conditions are considered always with the internal capabilities. SWOT Analysis is important tool
to find strength, weakness, opportunities and threats.

Strength
• A market with large hidden strength.
• Current growth rate of 14%.
• Industry with never declining demand. Also the class of its consumers will always grow
with the growing population and specific consumer preferences and awareness.
 • Managed by a team of professionals.
• High quality products.
• Highly skilled workers.
• Product from an ISO certified company.
• Company reputation.
• Financial stability.
• Existing distribution channel features.
• Existing dealer network

Weakness
• A large segment of the market is in the unorganized sector.
• Low degree of brand loyalty.
• High degree of price-sensitiveness.
• Non utilization of 100% capacity.
• Lack of advertising

Opportunities
• Changing perceptions about the product from a marginal item of clothing it is now slowly
being perceived as a part of one’s wardrobe.
• Projected future growth rate of about 15% for the Rs. 1,500 crore industry.
• Explosion potential for the unorganiz sector to grow by making inroads into the share of
the unorganized sector.
• The impact of better educating advertisements are making the consumers, look at factors
like comfort, quality and brand name and not only price.

• Increasing opportunities in export market due to globalization.

• Customers view towards quality products.
• Enumerate number of loyal customers.
Threats

• High price
• Greater pace of technological change.
• High competition.

CHAPTER 3

REVIEW OF LITERATURE
 3.1 DESCRIPTION OF MARKETING RESERCH

Marketing research is a systematic design, collection, analysis & reporting the findings relevant
to specific marketing situation that the company faces in regard to specific marketing problems.

Manager cannot always wait for information to achieve in bits and pieces from the marketing
system. They often require formal studies of specific situation. In each situation, the marketing
intelligence will not provide the detailed information needed by the managers. So it is required to
go for marketing research.

Marketing research is the function that links the marketer to the consumers and the public with
information. It is used to identify and define marketing opportunities and problems, to generate,
evaluate the market, to monitor marketing performances, and to improve understanding of the
marketing process.

Marketing researchers engage in a variety of activities ranging from market potential and market
share studies, to access the consumer’s satisfaction & purchase behavior to the studies, product,
distribution and promotion activities. A company can conduct market research in its own
research department or have some outside agency to do it.
 CHAPTER 4

RESERCH METHODOLOGY
 4.1. RESERCH METHODOLOGY

Research Methodology is a way to scientific and systematic research for pertinent information on
a specific topic and solves the research problem. It comprises defining and redefining problems
formulating hypothesis or suggested solution, collecting, organizing and evaluating data and
reaching conclusions, and at least carefully testing the conclusions to determine whether they fit
the formulating hypothesis. Methodology is a way to systematically solve the research problem.
It may be understood on a science of studying how research is done scientifically.

Research Design:

A research design indicates the plan of actions to be carried out in connection with a proposed
research work. It provides only a guideline for the researchers to enable him to keep track of his
actions and to know that he is moving in the right direction in order to achieve his goal.

Data Collection Method:

Data are collected from various sources, i.e. Primary and Secondary Sources.

Primary Sources:
Primary data are those which are collected a fresh and first time and thus happen to be original in
character. These data are attained by means of questionnaire. In some fields Primary Data are
collected through personal interview.

Primary Data:

Primary data are collected by direct interview with the consumers and retailers, and data
collected by using survey method by using questionnaires.

Secondary Sources:

In this study information regarding company profile, product profiles etc are collected from
secondary sources. Information also collected from the websites which is secondary source of
information.

Secondary Data:
Company database, Websites.

Sampling Technique:

Sampling method: Convenience sampling

Sample Size:

125 respondents. 100 customers and 25 retailers in Thiruvananthapuram districts.

Data Analysis and Tools:

The main tool used for analysis of data is percentage analysis. Pie diagram used between
variables and to project findings.
 CHAPTER 5

DATA ANALYSIS & INTERPRETATION

 5.1. ANALYSIS OF EXISTING MARKETING MIX

Marketing mix is an imperative concept in modern marketing. It is referred to as the set of

controllable tools that the firm blends to produce the response it wants in the target market, so it
consists of everything the firm can do to influence the demand for its product.

The easiest way to understand the main aspects of marketing is through its more famous
synonym of "4Ps of Marketing". The classification of four Ps of marketing was first introduced
and suggested by McCarthy (1960), and includes marketing strategies of product, price,
placement and promotion.

Marketing mix is a combination of marketing tools that are used to satisfy customers and
company objectives. Creating a successful marketing mix that will increase results often takes
experimenting and market research. There are many methods that can be used, both in person
and the use of impersonal presentations. The key is to not always depend on "one" mix always
explore other avenues. The combining and coordination of these elements will be more effective
than depending on one.

The objective of the “analysis of existing marketing mix” is to find out and know what is the
marketing strategy adopted by the company for the marketing of the product in the current
market situation.
Analysis of existing marketing mix contains the detailed study about the 4Ps of marketing such
as Product, Place, Price and Promotion.

1. Product Mix.

The product under study was innerwear for men made by Kitex and marketed in the
brand name of Adonis. This brand is promoting with a caption “Inner strength of a man.”

Product details:

• Core part:-

The core part of Adonis is to produce vets and briefs for men. Products are label-free for
the non itch comfort of the users.

• Actual parts:-
Actual parts of Adonis are as follows:
• Vests are available under 6 sizes in 5 products in basic, trendy and premium category.
These basic and premium products available in white colour. The trendy product is
available on black with red colour border.

• Briefs are also available in 6 sizes & colours in three products and categories.

2. Price Mix

Both internal & external factors will affect the pricing strategy of the product.

Internal factors:

• Goal and objective:-

Companies goal and objective is to make a good market share in the existing and enter
into new market by supplying quality products. So price is fixed as competitive the
existing brands in the market.
 • Cost aspect:-
Cost of production, cost includes raw material, labour, transportation,
advertisements, others .
• Organizational Consideration:
The pricing decisions of Adonis are undertaken by the mutual consent of General
Manager & Marketing Manager of Kitex.

External factors:

• Market and Demand:

As a new product Adonis facing a severe competition from other brands. The demand for
Adonis is comparatively lower than the brands of other company.

• Competitor’s pricing strategy:

Competitor’s pricing strategy also affects the pricing and promotional strategy of the
company. Adonis is priced as competitive to the major leading brands in the market.

3. Place

Distribution Channel

Company Retailer Customer

The distribution of the Adonis to the retailers is done the company directly. There is no
intermediary in between the company and retailer.

Retailers:-

Adonis is distributed through a large number of retails throughout the state. Company has
dealing with at minimum 2 leading textile shops in each city and town. Company having a
large network of retailers throughout the state.
Numbers of Dealers in Kerala are as follows:

SL NO. District No. Dealers

1. Trivandrum 62
2. Kollam 17
3. Pathanamthitta 33
4. Alappuzha 42
5. Kottayam 27
6. Idukky 9
7. Eranakulam 57
8. Thrissur 30
9. P alakkadu 29
10. Malappuram 19
11. Wayanadu 6
Beyond all
this 12. Kozhikode 26
company
13. Kannur 22
have its
own 14. Kasargode 8
showrooms
in almost all Total 387
districts.

Number of showroom is as follows:-

SL NO. Districts No. of shops

1. Trivandrum 1
2. Kottayam 5
3. Idukky 1
4. Eranakulam 3
5. Thrissur 1
6. Kozhikode 1
 7. Kannur 1
8. Total 14

4. Promotion

Advertising:-

The advertising phenomenon which is currently using by the Kitex for Adonis is conveying
the offer for the product to the general public. Company making advertisement on
different T V channels and in news paper. An amount of 5% of the net sale is spending to
the advertisement.

Sales promotion:-

• Offer for customer :-

The offer made by the company for the introduction of product in to the market is,
buy two and get one free.

• Offer for sales men:-

In each case of Adonis contain a coupon called ‘sales men coupons’. The
sales men will rewarded for an amount.
 5.2. COMPETITIVE ANALYSIS
The competitive analysis is a statement of the business strategy and how it relates to the
competition. The first step in a competitor analysis is to identify the current and potential
competition. There are essentially two ways you can identify competitors. The first is to look at
the market from the customer's viewpoint and group all your competitors by the degree to which
they contend for the buyer's dollar. The second method is to group competitors according to their
various competitive strategies.

According to theory, the performance of a company within a market is directly related to the
possession of key assets and skills. Therefore, an analysis of strong performers should reveal the
causes behind such a successful track record. This analysis, in conjunction with an examination
of unsuccessful companies and the reasons behind their failure, should provide a good idea of
just what key assets and skills are needed to be successful within a given industry and market
segment.

While undertaking a competitor analysis the following questions must be considered.

• Who are the competitors?

• What threats do they pose?

• What is the profile of our competitors?

• What are the objectives of our competitors?

• What are the strengths and weaknesses of our competitors?

• What strategies are our competitors pursuing and how successful are these strategies?
Benchmarking

The process of comparing the company’s products and process to those of competitors or leading
firms in other industries to find ways to improve quality and performance.

Comparison of Adonis with competitor’s Product& Price:-

Here Adonis Vests and briefs are compared with other leading brands in Kerala market. This
comparison is based on number of product and product’s price etc.

Vests: - In the case of vest there are two type are available in the market, sleeve and
sleeveless. All the three companies comparing here, producing white colour vests only. Some
brands also producing trendy products. This is available only on black colour.

Adonis’s vests namely Handsome and Sleek is available on both category, ie with sleeve and
sleeveless. Both are available on six sizes. Vest’s of Adonis is label free for non itch comfort.
Trendy product named’ MASCULINE’ is available in black colour.

Ramraj was making vets in five type under two category. They are offering two type in with
sleeve category and three type in sleeveless category. In sleeve both products are available at
eight sizes starting from 75cm and end at110 cm. In the sleeveless category all except one are
available on eight sizes. The model RXRN is available on six sizes only. All are making from
100% Cotton super fine fabric.

V Star owned Valero brand has three product two each category. Two sleeveless models
and one sleeve mode. Among the two sleeveless mode one is basic and other is premium model.
All are available in five sizes starting from 80cms.
Briefs:- Adonis have three products namely Regular, Regular Plus, Trendy in the brief section.
All three are available on six sizes and five colours.

Here Ramraj have four products available on six sizes and different colours. These are coded as
MCIE, SROE, TR2P, AR2P etc.

V star having four models in brief section. It includes basic, premium and trendy models. All are
available on 5 sizes and colors.

Product number comparison of Vests

Company/ No of products in Size Colour

Sleeveless With sleeve available
Brand Trendy available
Kitex/Adonis 2 2 1 6 2
Ramraj 3 3 - 8 1

V Star/Valero 2 1 - 5 1

Product comparison of Briefs

Company No of products Size available Colour available

Kitex/Adonis 3 6 5
Ramraj 4 6 4
V Star/Valero 4 5 11
 Price Comparison (in Rs.)

Products Kitex/ Ramraj V Star/

Vests in Sleeve
Adonis Valero
Product1 57 72 55
Product2 72 78 -
Product3 - - -
In Sleeveless

Product1 50 62 49
Product2 62 67 59
Product3 - 77 -
Brief

Product1 49 65 47

Product2 60 65 59
Product3 89 91 63
Product4 - 116 79

ANALYSIS
 5.3. DATA ANALYSIS
&
INTERPRETATION OF CUSTOMERS SURVEY

Table no: 5.3.1 Annual purchasing quantity of vest

Sl No Purchases No of respondents Percentage
1 0-5 15 30
2 6-10 20 40
3 11-15 11 22
4 16-20 4 8
Total 50 100

Analysis:

It has been observed that annual purchase of Vest is in between 0-5number for the 30% of the
respondents. Were 40% purchasing in between 6-10, for 22% it is 11-15 and the 8% of the
respondents were making 16-20 vests in a year.
 Figure no: 5.3.1 Annual purchasing quantity of vest.

Table no: 5.3.2 Annual purchasing quantity of Brief

Sl No Purchases No of respondents Percentage
1 0-5 8 16
2 6-10 15 30
3 11-15 20 40
4 16-20 7 14
Total 50 100
Analysis

It has been observed that annual purchase of Brief is in between 0-5number for the 16% of the
respondents. Were 30% purchasing in between 6-10, for the 40% it is 11-15nos and the 14% of
the respondents were making 16-20 vests in a year.

Figure no: 5. 3. 2. Annual purchasing quantity of Brief

Table no. 5.3.3. Preference of price range
Sl No Preference No of respondents Percentage
1 Below 50 8 8
2 50-70 46 46
3 70-90 30 30
4 More than 90 16 16
Total 100 100

Analysis

It has been observed that the price range preference was only 8% for product priced below Rs.
50/-. Preference of major 46% of the respondents is towards product priced in between 50-70.
30% were preferred product priced in between70-90. Product priced more than Rs. 90 were
preferred by 16% respondents.
Figure no: 5.3.3. Preference of price range

Table no: 5.3.4 Factor considering before buying.

Sl No Factor No of respondents Percentage
1 Brand image 4 4

2 Price 12 12

3 Quality 64 64

4 Availability 4 4

5 Colours 8 8

6 Variety 8 8

Total 100 100

Analysis:-

It is observed that only 4% of respondents will consider the brand image/ name for buying a
product. The price range will consider by 12%, availability by 4% and colours and variety by 8%
for both. It has been identified that 64% of respondents were looking at ‘Quality’ of the product.

Figure no: 5.3.4 Factor considering before buying.

Table no: 5.3.5. Factor influencing buying decision.

Sl No Factor No of respondents Percentage
 1 Advertisement 16 16
2 Brand name 16 16

3 Price 14 14
4 Quality 46 46

5 Friends 8 8
Total 100 100

Analysis

It is observed that advertisement will influence the buying decision of 16% of the respondents.
Brand name have influence on another 16% and price on 14%. Quality of the product is the
factor influencing the major 46% of the respondents. Only 8% of the respondents mentioned
that friends can influence their buying decision

Figure no: 5.3.5. Factor influencing buying decision.

Table no: 5.3.6. Respondent’s attitude towards frequent changing of brands
Sl No Attitude No of respondents Percentage
1 Yes 40 40
2 No 60 60
Total 100 100

Analysis

It is observed that 40% of the respondents are ready to change their brand currently using. On the
other hand 60% are not at all willing to change their brand. They are satisfied with that product.

Significance?
Figure no: 5.3.6 Respondent’s attitude towards frequent changing of brands

Table no: 5.3.6.1 Reason for frequent changing of brands.

Sl No Attitude No of respondents Percentage
1 Non Comfortability 10 15
2 Non availability 10 15
3 Desire to use new brands 20 70
Total 40 100
Analysis

70% of the respondents who are willing to change their brand is only because of desire to use
new brands. Non- Comfortability is the reason for15 % and Non availability of current using
brand is the reason for remaining 15%.

Figure no: 5.3.6.1 Reason for frequent changing of brands.

Table no 5.3.7 Brands currently used by the Respondent.
Sl No Brands No of respondents Percentage
1 Ramraj 6 6
2 V star 8 8
3 VIP & Jockey 58 58
4 Adonis 12 12
5 Amul 8 8
6 Others 8 8
Total 100 100

Analysis

It is observed that Ramraj have 6% and V Star have 8% users. VIP & Jockey have 58% and
Adonis have 12% users in the respondents. Amul and other brands own 8%each among the
respondents.
 Figure 5.3.7. Brands currently using by the Respondent.

Table no: 5.3.8 Reason for purchasing Adonis

Sl No Reason No of respondents Percentage
1 Brand name 3 25
2 Price - -

3 Quality 3 25

4 Availability - -

5 Offers 6 50
Total 12 100
Analysis

50% of the customers Adonis purchase only because of the offer providing by the company. The
25% customers purchased because of the Brand name and remaining 25% is because of the
quality of the product.

Figure no: 5.3.8 Reason for purchasing Adonis

Table no: 5.3.9. Customers source of information about Adonis.
Sl No Source of information No of respondents Percentage
1 Advertisement 7 59
2 Retailers 4 33

3 Friends & Family 1 8

Total 12 100

Analysis

59% the customers of Adonis get information about product from Advertisements. 33 % of the
respondents get information about Adonis from retailers. Remaining 8%get information from
friends and family members.
Figure: - 5.3.9 Customers source of information about Adonis.

Table No: 5.3.10 Expecting additional features.

Sl No Features No of respondents Percentage
1 More quality 3 25
2 Colour variants 6 50

3 Offers 3 25

Total 12 100

Analysis

It has been observed that 25% of the respondents using Adonis expecting more quality for the
product. Major 50% is expecting more colour variants and the remaining 25 % expecting more
offers for the product.
Figure no:- 5.3.10: Expecting additional features.
Table No: 5.3.11 Reason for choosing other brand.

Sl No Features No of respondents Percentage

1 Availability 11 17
2 Quality 34 57

3 Price 3 5

4 Brand loyalty 12 21

Total 60 100

Analysis

17% Respondents who are using brand other than Adonis because of the availability of product.
56% chosen because of the quality of the product. Price of the product is the reason for 5% and
Brand loyalty is the reason for 21%.
 Figure no: 5.3.11 Reason for choosing other brand.

DATA ANALYSIS AND

INTERPRETATION OF RETAILERS SURVEY

Table no: 5.3.12: Monthly sale of innerwear (average)

Sl No Brand Average no. products Percentage

1. Ramraj 48 15
2. V Star 72 22
3. VIP/Jockey 144 45
4. Adonis 36 7
5. Others 24 11
Total 324 100

Analysis:

The above table shows that the 45% of the average sale is on VIP and Jockey. Vstar having 22%
and Ramraj having 15% share of the average sales. The Adonis brand having only 7% share. The
remaining 11% is included the local and unbranded products.
Figure 5.3.12: Monthly sale of innerwear (average)

Table 5.3.13: Product having highest sales.

Sl No Product price (in Rs.) No of respondents Percentage
 1. Less than 50 1 4
2. Between 50-75 8 32
3. Between 75-100 14 56
4. More than 100 2 8
Total 25 100

Analysis :

The above table shows that the product less than Rs. 50 having only 4% of the total sale.
Product having Price in between 50-75 marks tha 32 and 75-100 having 56 % of the sale.
Product priced more than Rs. 100 having 8% sale in the market.

Figure no: 5.3.13: Product having highest sales.

Table no: 5.3.14 Brand demanded by the Customer to the retailers.
Sl No Brand No of respondents Percentage
1. Adonis 2 8
2. Ramraj 1 4
3. V star 7 28
4. VIP / Jockey 14 56
5. Others 1 4
Total 25 100

Analysis:
It has been observed that VIP and Jockey is asking by 56% and V Star by 28%. Adonis
was asking by 8% and Ramraj was asking by 4%. The remaining 4 % include Tantex,
Amul etc.
 Figure no: 5.3.14 Brand demanded by the customer

Table no: 5.3.15: Primary consideration for stocking.

Sl No Factor No of respondents Percentage
 1. Availability 2 8
2. Brand image 2 8
3. Fast moving brand 8 32
4. Offers &Promotions 1 4
5. Profit margin 8 32
6. Quality 4 16
Total 25 100

Analysis:

Above table shows that 8% of the retailers stocking the product on the basis of
availability and another 8% by brand image. 32% give consideration to fast moving
brand and 4 % for offers. Another 325 of the respondents tells that they look at profit
margin and 16 % look at quality before stocking the goods.

table

Figure no: 5.3.15: Primary consideration for stocking.

Table no: 5.3.16: Additional Features expecting for the product.
Sl No Features No of respondents Percentage
1. More colours 18 72
2. More quality 4 16
3. Packaging features 3 12
Total 25 100

Analysis :

72% of the retailers expecting more colours for the product. 16% is expecting more
quality and 12% of the respondents expecting additional packaging features for the
products.
Figure no: 5.3.16: Additional Features expecting for the product.

Table no: 5.3.17. Evaluation of the service from Kitex.

 Sl No Variables No of respondents Percentage
1. Very satisfied 5 20
2. Satisfied 14 56
3. Neutral 2 8
4. Dissatisfied 3 12
5. Highly dissatisfied 1 4
Total 25 100

Analysis:-
It has been observed that 20% of the respondents are very satisfied and 56% are very
satisfied with the service providing by the company. An amount of 8 % is told that they
stands in netural. 12 % is dissatisfied and 4 % is highly dissatisfied with the service
providing by the company.

Figure no: 5.3.17. Evaluation of the service from Kitex.

Table no : 5.3.18. Will retailers recommend Adonis
Sl No Variables No of respondents Percentage
1. Yes 19 76
2. No 6 24
Total 25 100

Analysis:

76% of the respondents will recommend the Adonis to their customers, while 24% is not
recommending Adonis.
 Figure no: 5.3.18. Will retailers recommend Adonis

Table no: 5.3.18.1 Reason for recommending Adonis.

Sl No Reason No of respondents Percentage
 1. Profit margin 11 58
2. Company offers 1 5
3. Quality 5 26
4. Brand name 2 11
5. Others - -
Total 19 100

Analysis

Reason for the recommendation from the major 58% is ‘Profit margin’. Reason for 5% is
company offers and 26% is quality of the product. Only 11% is recommending Adonis
because of brand name.

Figure no: 5.3.18.1 Reason for recommending Adonis.

Table no: 5.3.18.2 Reason for not recommending Adonis.
Sl No Reason No of respondents Percentage
1. Less margin 2 33
2. Poor quality 1 17
3. Good offers from other 1 17
brand
4. High price for product - -
5. Others 2 33
Total 6 100

Analysis
33 % of the respondents not recommending because of lesser margin, the reason for 17%
is poor quality and another 17% is because of offers from other brands. 33% remaining
in other category.
Figure no: 5.3.18.2 Reason for not recommending Adonis.

FINDINGS 5.4
• Innerwear market in India is growing at the rate of 17%.
• There is a huge potential for the organized sector to grow by making inroads into the share of
unorganized sector.
• Leading international brands are turning their eyes towards India by setting up joint ventures
with local players.
• Indian manufacturers are offering products in the price range of Rs. 50-1000.
• Design development of brassieres is based on the availability of interesting fabrics and trims
and not many efforts are made to gather customer feedback.
• White is the most frequently purchased colour.
• Size is available in between 75 – 110cms.
• Consumers lack awareness regarding the product, their own sizes for lingerie and styles
available.
• Trials are rarely done before the purchase.
• Fit, comfort and brand image are main factors kept in mind by the consumers while selecting
a product.
 CHAPTER 6

SUGGESTIONS & CONCLUSION

6.1 Suggestions:-

1. Company should give special attention to advertisement. Giving more advertisement will
capture consumer’s attention.
2. Company has to reduce the price so as to boost up the sales and also to compete against
competitors.
6.2 CONCLUSIION.

The project study was conducted in Trivandrum District. The project title is “Product
Planning and Marketing Strategy of Adonis”. It was an attempt to study and make some
recommendations to improve the sales of Adonis with the full co-operation by the company &
the necessary data provided by the company. A research was conducted and some findings and
suggestions are made with the research. This project study has tried to find out the areas where
the company needs to make improvements.
 I hope that this project study will help the company to improve their sales and thoroughly
studies the customers attitude and to adopt a suitable marketing strategy for the same.

BIBLIOGRAPHY

• www.annaaluminium.com
• www.google.com
• www.mbaguys.net
• www.textileindustry.com
 APPENDIX

QUESTIONAIRE

SURVEY QUASTIONAIRE FOR CUSTOMERS

Dear Respondent,
I am SARATH.V.L, a student of MBA course of
CAMS, Trivandrum. I am conducting a survey for my academic project. I request
you to fill the questionnaire required for my study. All the information will be kept
confidential.
Thanking for your assistance
Name :
Age :
Occupation :
1. What is your annual purchasing quantity of inner wears?
Vest………… Brief…………..
2. Which price range of product will you prefer?
Below 50 50 - 70 70 - 90
More than 90
3. Which factor will you consider in buying a product?
Brand image Price Quality
Availability Colours Variety
4. Which factor will influence your buying decision more?
Advertisements Brand name Price
Quality Friends
5. Will you frequently change your brand?
Yes No
If yes, please specify the reason….
Non Comfortably Non availability
Desire to use new brands Others ………….

6. Which brand is you are currently using?

Ramraj V star VIP
Adonis Amual
Others, please specify………………………………………..

Questionnaire for customers of Kitex products

7. What are the factors for purchasing you Adonis?

Brand name Price Quality Availability Rating
Others…………..
8. How do you come to know about Adonis?
Advertisements Retailers Friends
 9. . Are you expecting any additional features to the product?
More quality Colour variants Offers
Others
10.Your valuable Suggestion for improving the products
………………………………………….

Questionnaire for non customers of Kitex products

11.Reason for choosing the brand other than Adonis?

Availability Quality Price brand loyalty

SURVEY QUASTIONAIRE FOR DEALERS

Dear Respondent,

I am SARATH.V.L, a student of MBA course of CAMS, Trivandrum. I am conducting a survey

for my academic project. I request you to fill the questionnaire required for my study. All the
information will be kept confidential.

Thanking for your assistance

Name of the Retailer :

Name of the shop :

Ph: No :

Address :
1. What is the approximate monthly sale of innerwear’s in your shop?

Ramraj
V star
VIP & Jockey
Adonis
Others
Total

2. Which product having highest sale?

< 50 50-75 75-100 >100

3. Does a customer ask for any specific brand?

Ramraj V star VIP & Jockey
Adonis Others
4. Which factor will give you primary consideration for stocking?
Fast moving brand Brand image Quality
Availability Offers &Promotions
Profit margin

5. What are the additional features that you expect for the product?
More quality More colours Packaging features

6. How will you evaluate the service from Kitex?

Very satisfied Satisfied Neutral

 Dissatisfied Highly dissatisfied

7. Will you recommend Kitex, what will be the reason?

Yes No
If yes…………
a) Profit margin
b) Company offers
c) Quality
d) Brand name
e) Others…………………………

If you don’t recommend Kitex, reason for that?

a) Less margin
b) Poor quality
c) Good offers from other brand
d) High price for product
e) Others……………………….

1. If you have any suggestion for improvement?