customer satisfaction
TRANSCRIPT
Customer Satisfaction
CHAPTER-1
INTRODUCTION
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1.1INTRODUCITON
The present Indian economy is characterized by increasing in the
consumption rate. Today Indian market is exposed to a lot of competitions
not only from the domestic player but also global players. The competition in
the market is driving every manufacturer to cut costs and focus on satisfying
the customer which will surely help him retain his market share and also to
enhance it. The customers delight in the business world of marketing today.
All the marketers are oriented themselves towards it.
MARKET
The term market is derived from the Latin word “Marcatus” which
means trade, merchandise or plan of business. It means interaction of the
buyers and sellers in the person or through telephone, telegraph, mail etc.
MARKETING
Marketing is a comprehensive term. It is not a mere exchange of
goods and services. It includes all those activities connected with the process
of identifying the needs of the customer and then organizing the business
accordingly to meet the needs of the consumer.
“Marketing is a social and managerial process by which individuals
and group obtain what they need and want through creating, offering and
exchanging products of value with others”.
“Marketing is the total system of interacting business activities
designed to plan, price, promote, and distribute wants satisfying products and
service, to present and potential customers”.
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CONSUMER BEHAVIOUR
One official definition of consumer behavior is “The study of individuals
groups, of organizations and the processes they use to select, secure, use,
dispose of products, services experiences or idea to satisfy needs and the
impacts that these processes have on the consumer and society.” This
definition brings up some useful points.
Behavior occurs either for the individual, or in the context of
group (e.g., friend’s influence what kinds of clothes person
wears) or an organization (people on the job make decisions as to
which products the firm should use.)
Consumer behavior involves the use and disposal of products as well
as the study of how they are purchased. Product use is often of great
interest to the marketer, because this may influence how a product is
best positioned or how we can encourage increased consumption.
Since many environmental problems result form product disposal
(e.g., motor oil being sent to sewage systems to save the recycling fee,
or garbage piling up at landfill) this is also an area of interest.
Customer behavior involves services and ideas as well as tangible
products.
The impact of consumer behavior on society is also of relevance. For
example, aggressive marketing of high fat foods or aggressive
marketing of easy credit may be serious repercussions for the national
health and economy.
There are several units in the market that can be analyzed. The main trust
in this course is the consumer. However we will also need to analyze our
own firm’s strengths and weaknesses and those of competing firms. Finally,
we need to assess the marketing environment although we may have
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developed a product that offers great appeal for consumers a recession may
cut demand dramatically.
WHO IS THE CUSTOMER?
We all think of customers as the people who sit at our tables and pay for
the goods and services purchased but they are individuals in their own right.
They may be business people, tourists, youngsters, retired couples or
celebrities. They cannot be looked upon as an amorphous group – their needs
are different and your service should reflect the.
A customer is the most important person in our business
A customer is a person who comes to us with needs and wants and
it is our job to handle them in a manner that is profitable to
him/her and ourselves.
A customer is not a cold statistics; he/she is a human being with
feelings and deserves to be treated with respect.
A customer is not an interruption to our work – he is the purpose
of it. We are not doing him a favor by serving him, he is doing us a
favor by giving us the opportunity to do so.
CUSTOMER SATISFACTION
Winning customer’s hearts and minds is increasingly important to
customer acquisition and customer retention. It is no coincidence that
customer satisfaction research accounts for much of market research
activities. As competitive advantage and differentiation is achieved through
product innovation and service performance (rather than competing on cost),
it is vital to monitor and manage customer satisfaction levels. Customer
satisfaction is not just about service levels or product attributes. It can be
seen as a function of two main components:
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Perceptions of product and service levels received
Expectation of product and service levels
Customer satisfaction is therefore concerned with service delivery/product
performance and expectation management.
Customer Satisfaction research delivers key benefits:
Understanding the underlying drivers of satisfaction
Identification of trigger points where satisfaction management is
most needed
Prioritizations of action areas (minimum input of maximum return)
Identification of customer-supplier interactions, internal processes
and departments most likely to cause satisfaction/dissatisfaction.
Impact on loyalty and propensity to recommend; a vital bottom
line measurement
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CHAPTER-2
REVIEW OF RELATED LITERATURE
2. LITERATURE REVIEW
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CUSTOMER SATISFACTION:
The current global business environment is extremely competitive.
Today’s’ consumers are more than willing to switch form supplier to supplier
in search of better service or courtesy. To attract and retain customers,
effective organization need to focus on determining and then providing what
their customers want and values. Advertising, market positioning product \
service imaging, discounting, crises handling and others and other methods
of attracting the customer attention or not enough.
Understanding the customer needs and expectations is essential to
winning new business. An organization must give its customers a quality
product or service that meets their needs at a reasonable price. Which
includes on time delivery and outstanding services: to attain this level,
organization needs to continually examine their quality system to see the
responsive to ever changing customer requirements and expectations.
The most successful TQM program s begins from defining quality
from the customer’s perspective. Quality means meeting or exceeding
customer’s expectations. Dr. Deming added that quality also means
anticipating the future needs of customers. Customer satisfaction, not
increasing profits, must be the primary goal of the organization.
DEFINITION OF CUSTOMER SATISFACITON
PHILIP KOTLER defines customer satisfaction as follows:
“Satisfaction as a person’s feelings of pleasure or disappoint from
comparing a product’s perceived performance in relation to his or her
expectations”.
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Brown defines customer satisfaction as ‘the state in which customer
needs, wants and expectations throughout the product or service life are met
or exceed resulting in repeat purchase, loyalty and favorable worth-of mouth.
According to JONES and SESSER, four basic element effect customer
satisfaction. They are: the basic elements of products and service, basic
support services, a recovery process for counteracting bad experiences, and
extraordinary services. There are many definitions of key elements of
services, but this one is considered appropriate in the context of care of after
sales services.
Customer satisfaction is the difficult concept to define. However, the
following ideas are usually considered to be fundamental in achieving
customer satisfaction.
The product or service must meet the customer needs, wants and
expectations for quality and functionality. It doesn’t matter how
much advertising is done or after sales service provided. Service
delivered by an unenthusiastic, moody employee will leave the
customer felling let down.
Sales and promotional activities need to create a positive experience
for the customers.
For example, the attitudes of employees to make contact with
customer should be positive and professional.
After sales service should also be positive and appropriate (e.g. user
training, help lines, servicing). Customers often needs re assurance
after they have bought something that they have made the right
choice, or help in using the product properly.
Customer satisfaction seems simple enough and yet it is far from simple,
it is not an objective statistic but more of a feeling or attitude. Although
certain statistical patterns can be developed to represent customer
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satisfaction. It is best to remember that people opinion and attitudes are
subjective by nature.
Because customer satisfaction is subjective, it is hard to measure. There
are so many facts to the customers experience with a product or service that
need to be measured individually to get an accurate total picture of customer
satisfaction.
Errors can occur when customer satisfaction is simplified too much.
Since customer satisfaction is hard to measure, the measurement often it’s
not precise. As with more there is variability among people and often with in
the same person at different times. Often, due to the difficulty of measuring
feelings. Customer satisfaction strategies are developed around clearly stated,
logically customer opinions and the emotional issues of a purchase are
disregarded, and this can be costly mistake.
Customer satisfaction should not be viewed in vacuum, for example, a
customer may be satisfied with a product or service and therefore rate the
product and service. Highly in a survey, and yet that same customer can buy
another product or service. It is of little benefit to understand a customer
views about a product service if customer’s views about the product or
service are not understood. The value customer place on one product
compared to another may be better indicator of customer loyalty.
DIFFEREENT KINDS OF CUSTOMER
There are two distinct types of customers external and internal. An
external customer can be defined in many ways, such as the one who uses the
product or service, or one who influences the sale of the product or service.
An external customer exists outside the organization and generally falls
into 3 categories: current, perspective and lost customers. Each category
provides valuable customer satisfaction information for the organization.
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Each employee in the organization must know their job enhances the total
satisfaction of the customer and to gain ones.
An internal customer is just an important. Every function, whether it be
engineering, order processing or production, has an internal customer – each
receives a product or service and in exchange, provides a product or service.
Every person in a process is considered a customer of the preceding
operation. Each worker’s goal is to make sure that the quality meets the
expectations of the person. When that happens throughout the manufacturing
sales and distribution chain, the satisfaction of the external customer should
be assured.
DIFFERENT CATEGORIES OF CUSTOMER’S
Individual customers:-
In certain circumstances it may be important to ascertain whether individual
customer are on their own out of choice or whether they are actively wishing
to socialize. For example, a long holiday maker might be actively in search
of solitude or desperate to socialize.
Group of customers:-
Group often pose a challenge due to the increase numbers and diversity of
needs involved. For example, serving a party of forty diners in a restaurant as
a same time is likely to be more challenging to the staff concerned that
dealing with similar numbers arriving in smaller groups over the course of an
evening.
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CUSTOEMRS OF DIFFERENT AGES:
These can be split into 2 broad categories – children and adults but even
within these groups, there can be significant differences in terms of needs.
Teenagers, for example, are often sensitive about being banded together with
much younger children. Older people have different expectations of and
attributes to customer service than younger people.
Customer’s form different cultural backgrounds:
Cultural backgrounds can have a significant influence on people
tastes, preferences and opinions and this may well have an impact in terms of
their needs and expectations as customer. However, it is important to not to
make assumptions based upon generalized assumptions or cultural stereo –
types as this like to cause offence.
Customers with specific needs
This category covers a wide area of different needs, from people
requiring wheel chair access, those with sensory disabilities people with
young children, to people with particular dietary requirements. They may
require a moral tailored service but it is important that their needs are created
for sensitivity to avoid making customers feel self conscious or a nuisance.
TRADE CUSTOMER:
It is important to remember that many businesses do not deal with the
public directly but have other businesses as their customers. These customers
will also have a variety of needs, ranging from specialist advice, advice and
assistance with promotion and after care service to trade discounts and free
gifts and corporate entertainment.
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WHY CUSTOMER SATISFACTION IS IMPORTANT
The modern business environment is characterized by increasing
competition (and therefore increasing customer choice) due to trends such as:
Greater freedom of international trade and globalization markets.
Increasingly customer confidence in complaining.
Are no longer the preserves of local or national companies who can
afford to be complacent about their customers.
E-Commerce and interest marking- businesses can reach customers
around the world every minute of the day.
De-regulation of markets (i.e., allowing new entrants to markets
previously run by monopolies).
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CHAPTER-3
INDUSTRY PROFILE
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3. INDUSTRY PROFILE
History of Textile or cloths can be drawn back to the dawn of
civilization as understandable. Textile word comes from Latin
“textiles” which means women. The term comes from verb texture “to
weave” in textile since, however a textile is freely defined as any product any
product made from fiber.
People no longer buy cloths to keep their body warm and cozy. They
buy them because of the way fabric makes them feel masculine, feminine,
young, glamorous, different etc. buying cloths has become an emotional
experience. Business of textiles market now is selling excitement rather than
clothing.
It is well known that textile industry is one of the oldest and the largest
industry in the world. From ancient eras until the eighteenth century, all
fabrics were constructed and decorated by hand weaving which was
organized at home or in small workshops. Some artist weavers of those
centuries achieved great skills and many surpassed such beautiful examples
as oriental carpets and rags, huge tapestries, porting intricate scenes and early
Coptic textile, now hang in museum all over the world as measured exhibits.
Textile industry represents the rich culture, tradition, heritage
and economic well-being of country with diversified range and versatility. At
the same time industry is competitive enough to fulfill different demand
patterns of domestic and global markets.
Textile Industry in India
India Textile Industry is one of the leading textile industries in the world.
Though was predominantly unorganized industry even a few years back, but
the scenario started changing after the economic liberalization of Indian
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economy in 1991. The opening up of economy gave the much-needed thrust
to the Indian textile industry, which has now successfully become one of the
largest in the world.
Textile industry in India provides great contribution for the development
of economy. It is the second largest industry in the world after china. It
provides ample employment opportunities to people belonging to all classes.
After agriculture this provides employment to maximum number of people in
India employing 35 million people.
India textile industry largely depends upon the textile manufacturing and
export. It also plays a major role in the economy of the country. India earns
about 27% of its total foreign exchange through textile exports. Further, the
textile industry of India also contributes nearly 14% of the total industrial
production of the country. It also contributes around 3% to the GDP of the
country. India textile industry is also the largest in the country in terms of
employment generation. It not only generates jobs in its own industry, but
also opens up scopes for the other ancillary sectors. India textile industry
currently generates employment to more than 35 million people. It is also
estimated that, the industry will generate 12 million new jobs by the year
2012.
India textile industry is one of the leading in the world. Currently it is
estimated to be around US$ 52 billion and is also projected to be around US$
115 billion by the year 2012. The current domestic market of textile in India
is expected to be increased to US$ 60 billion by 2012 from the current US$
34.6 billion. The textile export of the country was around US$ 19.14 billion
in 2006-07, which saw a stiff rise to reach US$ 22.13 in 2008-09. The share
of exports is also expected to increase from 4% to 7% within 2012.
Following are area, production and productivity of cotton in India during the
last six decades.
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“If there is any industry, which is truly representative on India in all its
hues, contracts unity, conflicts, history and enterprise hard work”- it is the
textiles.
The very first textile mill was started in India in 1854 with the
establishment of Bombay spinning and weaving mills. Till 1920 the total
extension of textile industry was concentrated around Mumbai but gradually
it spread all over India. A major role is being played by textile industry
constitutes around 9% of GNP, and the export of textile constitutes 35% of
the total export earnings.
Looking at the ancient history from the economies, social or simply
physical angles and comparing it to the way it operates, elsewhere in the
world one cannot fail to how in this country. Be it in the Vedic, mogul,
British or the current democratic era, our textile industry has not only drawn
rich lessons from each of them extensively, but also has even kept pace with
the changing times.
Presently the Indian textile has grown at phenomenal pace and today it
accounts for 25% of the total exports from the country. Similarly, the RMG
export sector is the thrust area of export contribution, up to 8% of total
export from India.
Today when the nation is facing financial crisis, the role of the textile
industries become more important in increasing export from the country and
earns valuable foreign exchange. More than one core of persons are
connected with textile industry and earns their livelihood. It constitutes 25%
to country’s industrial production.
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Current Facts on Indian Textile Industry
India retained its position as world’s second highest cotton producer.
Acreage under cotton reduced about 1% during 2008-09.
The productivity of cotton which was growing up over the years has
decreased in 2008-09.
Substantial increase of Minimum Support Prices (MSPs).
Cotton exports couldn't pick up owing to disparity in domestic and
international cotton prices.
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CHAPTER-4
COMPANY PROFILE
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4. COMPANY PROFILE
4.1 BACKGROUND AND INCEPTION OF THE COMPANY
The S.Kumar’s Group was set up in 1948 by Sri. Abhaya Kumar, S.
Kaslival and Sri. Shambhukumar S. kaliwal. It has been a forerunner in the
industry for the last five decades and is regarded as one of the most reputed
business houses in the country. The group established the S. Kumar’s brand,
they set up a nationwide distribution network in the 1960’s, a first textile
companies to have ushered in the widespread use of polyester and polyester
blends in the country.
Reid & Taylor (India) Ltd. is a subsidiary of SKNL. Synonymous with
British tradition, Reid & Taylor has been styling the world's elite for over
170 years. It all began in the 1830's with Alexander Reid, an enterprising
Scottish gentleman, embarking on a journey to make his vision a reality.
Using locally available Cheviot wool he created Cheviot cloth that soon
caught on the fancy of the landed gentry. As the clientele and reputation
grew, he was joined by financer Joseph Taylor. Thus, began the enduring
partnership of creating finest cloths in the world, which today is better
known as Reid & Taylor. Reid & Taylor continues the journey to create the
finest fabric passionately and has thus carved out a distinguished name for
itself in the industry.
Reid & Taylor was launched by SKNL in India in 1998 with the
inauguration of a state-of-the-art fabric plant at Mysore. The discerning
consumers in India now can experience international-quality garments in
their own cities and towns. Today, Reid & Taylor has emerged as a leading
brand in the worsted suiting segment.
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Reid & Taylor is the first brand in India to offer both fabrics and apparel
under one label. The fine quality of garments and sharp styling has created a
space for itself in the customer’s mind.
The apparel range includes formal and casual daywear suits, jackets, trousers,
shirts ties and accessories along with a wide selection of T-shirts, jeans, and other
weekend wear. Produced by Reid & Taylor at a dedicated facility in Bangalore, the
apparel range upholds the finest tradition of quality and cuts in outfitting.
1948 Textile business founded.
1960 Pioneered the use of the S Kumar’s brand name in the textile trade
1970 Established a nation wide distribution network.
1980 Established textile manufacturing facilities at various locations.
1990Consolidated the Group’s textile business by establishing S Kumar’s Synfabs ltd as
the flagship company for textile business.
1995 Technology and Marketing collaboration with Reid & Taylor of Scotland.
1996Acquired a stake in Reid & Taylor of U.K, thereby acquiring usage of the Reid &
Taylor brand name for the worsted fabrics range.
1999Commissioned a state –of – the – art worsted computer near Mysore – One of the
best in the world.
2000 Setting up the most modern computer for high value fine cotton fabrics launching
“Ready to wear” apparels.
Environment Policy
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1. Use of eco- friendly dyes and chemicals.
2. Integrated Effluent Treatment Plant; discharge maintains Greenbelt
spread over 1, 15,000 square meters, comprising over 2000 trees.
3. Substantial water conservation through reuse of 300 KL/day (out of total
requirement of 750 KL/day)
4. Rain water harvesting in use. Adhering to all State Pollution control
Board norms. ISO 14001 Certified Environmental system Management.
Quality Policy
1. They are committed to be a world-class company by consistently
designing and manufacturing suiting’s to the highest standards and
customer expectations.
2. They shall operate in a just and ethical manner, providing opportunity
to employees and associates to realize their potential to the fullest
extent.
3. They are committed to comply with ISO 9001 and for continual
improvement of the Quality Management System (QMS).
Human Resources
Competent, experienced team led by technocrats with average industry
experience of 30 years.
Right mix of youth and experience.
Work force of over 1100 persons
a) 14 team leaders with 92 second – line managers
b) 96 officers, 51 junior officers and 30 trainees.
c) 808 workmen.
Team trained in house for greater productivity.
Team Reid & Taylor is respected across industry for innovation and
productivity.
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Cordial employee relations and adequate training provided to enhance
skills sets.
4.2 NATURE OF THE BUSINESS CARRIED
Reid and Taylor Industry belong to the allied group of the United
Kingdom and have a heritage of over 150 years of excellence in the fabrics
business. The Reid and Taylor product range is synonymous with hi-fashion
premium clothing and superlative fabrics in the segment and the company is
widely recognized as a world leader in fabrics for menswear.
With a plan for a major thrust in global textile markets, S. Kumars forged
a strategic tie-up with Reid and Taylor. As alliance, S. Kumars has made
available to the Indian market a range of the world’s highest quality fabrics
confirming to Reid and Taylor specifications.
Reid and Taylor project is an Rs.245.71 corers project, envisaged as
India’s most modern, best equipped and completely world-class fabric
manufacturing facility. The Reid and Taylor is the brand focused towards the
premium segment associated this brand with the icon of James Bond, Reid
and Taylor had successfully promoted itself in the Indian sub- continent, a
powerful multimedia blitz and had firmly established Reid and Taylor as the
brand for people with class and style. Maintaining, synergy across brands
and their markets is the centralized brand management department. Through
this focus, the company continuously initiates new brand management
strategies with the aim of maintaining brand dynamism in a competitive
market scenario.
The Reid and Taylor started its commercial production in the month of
December 1998 with a production capacity of 50 lakhs meters per annum.
The plant has 12,960 spindles and a captive power generating capacity of
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7MW. All the machineries are imported from Germany, France, Italy,
Switzerland and England. The range of products varies from medium to
higher range. The 25% of its production is exported to foreign country like
U.K., middle-east, Japan and U.A.E., etc.
Over 1500 (approximately) design both export and domestics are being
offered with blends of polyester wool 65:35, 40:55:45 and 100% wool.
The company has provided employment opportunity to 1,200 workmen
including staff and indirect employment to about 200 persons. The workmen
are employed as company apprentice or training period of 2 years and over
95% of the workmen are recruited from in and around Nanjangudu and
adjoining villages. Effluent treatment plant in textile industry for the usage of
water per day of various processing. In their effluent treatment plant 100% of
industry effluent is treated and after the treatment the treated effluent is used
for gardening, Negotiation etc... The plant in fact is a zero discharge plant.
4.3 MISSION STATEMENT
SKNL aims to be a model company incorporating the best work ethics
and corporate governance. The company’s mission is to grow extensively
without compromising on quality. It aims to be amongst the top 3 players in
every area of operations. It benchmarks achievements against international
quality standards and every milestone achieved as the stepping- stone to the
reach zenith.
The company continues to pursue growth both organically and
inorganically to contribute to the development of the Indian Economy.
SKNL believes in fair play, thereby creating value for its stake holders,
employees and customers to maximize shareholders value. Instilling in its
employees, the need to offer best products and services to its consumers,
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SKNL has created a world class enterprise managed by seasoned
professionals.
SKNL will continue to operate in all product categories catering to
different segments of the market.
To blend modern technology with traditional values in our
endeavor to be a word class Indian Company global.
To provide every opportunity to our business associates and
employees to realize their potential to their fuller extent.
To pursue our goals in just and ethical manner.
To ensure the consumer remains the focal point of all our
activities by offering him high value for money.
Business Objectives
To be India’s leading textile group and a world class entity.
To continue and expand the position in uniforms and workday
materials.
To consolidate and expand the position in shirting’s and pants.
To enter made-ups and value added products.
To expand exports to 20% of group activity.
To enter relating of apparent and soft goods country wide in a
big way.
To become a global player in textile.
4.4 PRODUCTS/ SERVICE PROFILE
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In 1830’s Alexander Reid an enterprising Scottish gentlemen had a
vision. Using locally available cheviot wool, he created cheviot cloth that
soon was favored so much that he invited financier Joseph Taylor to join
him, creating an enduring partnership that is known as Reid and Taylor. The
mill won accolades and gold medals for its quality of fabric. It was and is in
this pursuit of developing some of the finest cloth in the world that the Reid
and Taylor have carved a very distinguished name for itself.
Reid and Taylor exquisite clothes are made from the best wool in the
world including Australian merino, lambs bale, the rare blue Ross- shire
cheviot, Chinese Kashmir and most recently the incredible New Zelandbred
Escorial. The Escorial wool today is so rare that Reid and Taylor make only
200 meters of this fabric- and always only on order. In June 1999 while the
cricket world cup was on, it was India’s textile market that had caught the
fever. After more than 20 years there was a new player in the worsted
market. In million years of homes across the country, it was Reid and Taylor
that eye from the many ads that were being aired. And the reason was Bond.
“James Bond”.
However, post the initial success there was some stagnation in the growth
of the brand. The conclusion of brand research by A.C. Neilson was that the
brand needed to reach a wider audience in India. That meant going beyond
metros without losing the premium ness associated with the brand. The
challenge required a brand ambassador, who is a style icon for Indians, is
equally popular with both the masses as well as the elite and has a personally
befitting the brand.
Amitabh Bachchan clearly fits this role. In fact the deliberation phase,
other names, too, was discussed but none was found to be as appropriate.
The choice of Amitabh Bachchan as the new brand ambassador was
unanimous.
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While it is too early to quantify the result the new campaign, business
associates including the trade are extremely excited about Amitabh
Bachchan’s another example of product innovation is the Reid and Taylor
poly viscose range. Virtually crease proof, it aims at increased convenience
and includes quality such as ‘Zephyr’, ‘pearl’, ‘Mistral’, and ‘Vogue’.
Market
The fabric market for menswear in India primarily comprises of poly
viscose (PV) and poly wool ‘suiting’ fabric. While no retail audit has been
conducted so far, industry estimates project the market in three main
segments.
At the top end the worsted (poly wool) segment is estimated Rs. 12
billion while the total poly viscose market is projected at Rs. 80 billion of the
total PV market the branded segment account for Rs.20 billion while the
unbranded is worth approximately Rs.60 billion.
Typically in India, unlike most developed countries, fabric is retailed
across the counter. This is because custom tailoring in India significantly
cheaper than in developed countries and the ready-to-wear segment is still
not fully geared up.
Reid and Taylor (a Scottish brand, based in Langholm) launched its
Indian chapter in 1998 by setting up the state-of-the art plant at Mysore. This
meant that international quality was now available customized for Indian
conditions. This new initiates brought about renewed excitement in the
worsted industry that was stagnating pre- 1998. The launch of Reid and
Taylor is considered an important landmark in the Indian fabric industry.
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Today with a sales turnover of Rs.2200 million, Reid and Taylor has
emerged as a clear number two in the worsted segment with an 18% market
share. Reid and Taylor are growing at 25% per annum.
Products
Each bold of Reid and Taylor cloth is still made with the same
painstaking attention to detail and minutiae that was established by its
founders over 170 years ago. The advantages that it enjoys today are the
availability and the innovative use of technology as well as state-of-art
production processes.
Reid and Taylor press them all into service. The brand has been able to
get some of the world’s leading houses as clients – an outstanding testimony
to its policies of design and customization.
Keeping certain factors in mind Reid and Taylor has developed a wide
range of fabrics. Primary amongst these was the need to combat the
misconception that worsted suiting is suitable only for winter. Reid and
Taylor’s research and product development demonstrate that every meter of
fabric produced by it can be worn and maintained with ease in any climate.
With a clear understanding of major user segments and usage
environments, the product offering has been created to exceed customer
expectations, rewriting the rules with dynamic colors, attractive selvedge and
competitive pricing.
A) Fabrics
Reid & Taylor fabrics are acclaimed for their high wear ability, ease of
maintenance, and superior shape of retention. The range includes pure wool
super fine fabrics made from fine merino fleece in high counts like 90s, 100s,
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Customer Satisfaction
& 130s, fabrics in wool / linen and wool / silk, wool/ silk/ polyester and other
blends.
The brand has recently launched high quality fine fabrics that include the
super 230s, machine washable all wool fabrics and 100% cashmere suiting’s
and jacketing fabrics. Reid & Taylor has also introduced blended fabrics like
wool-silk, cashmere-cotton, bamboo-wool (70:30), cotton-wool(70:30) easy
care all wool-high twist and machine washable, for special occasion.
The rare Escorial fabric is the world’s finest naturally grown wool and
has been selected from the finest fleece measuring 16 micron or finer. Its
natural spiral shape traps air and lends a remarkable elasticity, making the
fabric wonderfully light, naturally flexible and stunningly erase resistant.
Reid and Taylor manufacturers a wide range of worsted and premium
suiting’s including:
All wool super fine
Poly wool blends
Wool cashmere blends
Wool linen and wool silk polyester blends
Polyester Viscose blends
Polyester Viscose – worsted
Value added polyester viscose blends
Wrinkle resistant suiting’s
ECOFRESH suiting’s
B) Apparel
SDM-IMD-, MYSORE 28
Customer Satisfaction
In the ready to wear segment, Reid & Taylor has launched suits, jackets,
trousers and shirts under the label of Reid and Taylor legends, a range of fine
formal clothing aimed at the premium segment. The Reid and Taylor leisure
comprises.
Linen suits
Cotton trousers
Shirts
T-shirts
Golfing etc.
Promotion
Flying in the face of conversion is a habit with Reid and Taylor.
Launching a worsted suiting brand in the middle of the Indian summer was
considered ‘inappropriate’. Just before the start of the Cricket World Cup in
1999 Reid and Taylor did exactly that. The launch strategy and strategic
association with James Bond. The role out was planned to perfection – the
media strategy and its reach, the advertising support and the radical trade
promotion were all synchronized like a good military campaign. Each
component was designed to ensure optimum utility. The truth is that even
today, after all these years the James Bond blitz is remembered. Customers
immediately connected with the brand position of ‘Bond with the Best’.
Advertising
The advertising campaign had many firsts, including a media strategy
that used television as the thrust medium with press playing a secondary role.
Shorter duration commercials ensured branding and clearly differentiated it
from the other players in the market.
SDM-IMD-, MYSORE 29
Customer Satisfaction
Reid and Taylor collaborated with S. Kumar’s launched their fabric in
May 1999. Most of the people were not aware of the product.
Advertisements were making to promote the sales of their product. The
advertising aspect i.e., regarding the advertising of Reid and Taylor is under
taken by the parent company itself. As the company is a recently established
on there is no separate advertising department in the company.
Main objectives of Reid & Taylor behind advertisement are as
follows
To create awareness
Positioning the product in the market
To separate in to the market
To create completion
To overcome the existing completion.
After they have determined their objectives the next question before them
was how to advertise. They choose four main media to advertise the product
that are as follows;
Television
Print media
Hoardings
Sales promotion
After deciding the media in order to create awareness there next aim
was to penetrate in to the market and positioning the product in the market. It
was an important brand, which is already enjoying elite status expect India,
SDM-IMD-, MYSORE 30
Customer Satisfaction
and further company put word luxury to put in the image for the product in
upper middle and upper classes people.
The next question arises was who will be the brand ambassador? To
make the image of high value product they search for the right icon. The
problems before them was to select the celebrity or non-celebrity and finally
they shoes “Amitabh Bachchan” as there icon or model they choose this
person because of his class and attitude as, Reid & Taylor is a fabric of class,
as they say “Reid & Taylor” “Bond with best”.
Advertising through Television
After selecting the right icon, they awaited for the right opportunity to
advertise their product. Frequent advertisement were put in the television to
capture the audience in large more and more people come to know about the
product. The advertisement was not only shown in channels like DO and Star
Plus, but also in other regional – channels so that people can be aware of the
product.
As television acts as an important media through which the promotion of
product is done, Reid and Taylor first advertise their product on television to
create awareness among maximum number of people.
Print media
Print media is also one of the media, which helps in reaching the
target audience. As most of the people are not in the habit of watching TV,
Newspapers and other forms of print media acts as their close supplement. In
this regard, Reid & Taylor selected a few of the popular dailies having wide
circulation to put up their advertisements. In the earlier stages, they preferred
full-page advertisements were put-up at the regular intervals. As the
advertisement gained popularity the size of the advertisement was reduced to
SDM-IMD-, MYSORE 31
Customer Satisfaction
half a page. Their advertisement was also up in specialized paper like
“Economic Time” and Financial Express”. The advertisement were also
exhibited in magazines like “The Week”, India Today”, “A and M”,
“Frontline” and others.
Outdoor Advertising
Hoardings are structures erected to carry advertisements. This is also
one of the prominent forms of advertisements. Hoardings are cheaper forms
of advertising when compared to TV and print media. Large sized hoardings
in prime locations provide better publicity to the product. Reid & Taylor
have displayed attractive and reasonable larger size hoardings in prime
locations in order to gain the attention of people passing by. The hoardings
exhibited by Reid & Taylor’s are bright and colorful. It carries the
company’s logo along with the slogan “Bond with the Best”
Visual Merchandising
Shop boards are another prominent form of advertising shop boards are
large placards kept at prominent places in front of the shops. They are the
most effective forms of advertisements as they influence the customers at the
point of purchases. The shop boards used by Reid & Taylor are of two types.
1. Glow signboard
2. Posters
The glow signboards use by Reid & Taylor are attractive and colorful,
they are usually hanging boards. The glow signboards used by Reid &
Taylor.
SDM-IMD-, MYSORE 32
Customer Satisfaction
Posters are large printed pictures displayed at prominent places inside
the shops. The Posters used by Reid & Taylor are comparatively costlier
when compared to those used by other textile industries. This is one the
promotion strategy of Reid & Taylor to eliminate completion and gain
popularity.
Distribution
The company adopts a three tied traditional form of distribution channel,
it primarily comprises of agents wholesalers and Tag Retailers, apart from
this the company also appoints direct retailers it also has exclusive
showrooms.
The percentage offered is as follows:
Agents - 3 ½ percent on the net sales value
W/S - 25% on e mill + duty 10%
Direct Retailer- 40% to 50% on EX mill + duty 10%
A company sponsored study revealed that Reid and Taylor enjoyed a
high recall (80%) immediately after the 1999 Cricket World Cup. ‘Live like
Bond’ – a nationwide consumer promotion – was held in association with
Reid and Taylor. In fact, agents and retailers have often found customers
asking for the ‘Amitabh-Wala suiting’.
Reid and Taylor have been uniquely positioned as a ‘luxury suiting’,
differentiating it from the other so – called ‘premium’ suiting brands than
available. Blending with the promise of ‘Bond with the Best’ this positioning
has created a unique brand and even today remains distinct and unchanged.
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Customer Satisfaction
In five years so far; the Reid and Taylor range has the width and depth to
meet the growing demand of a mobile India. Today, it is available in more
than 3,000 outlets and through twelve exclusive stores.
Management
The S. Kumars group is managed and direct by two generations of
Kasliwal family, who founded it over fifty years ago. They provide
entrepreneurial dynamism, vision and professional governance to the group;
it has a sharply defined management structure with the team of seasoned
professional is their own right constitutes supervisory board. And is
responsible for identifying growth areas, planning, strategy, farming policies
setting goals, monitoring operations and overseeing other key functions.
The essence of the group’s management stance, quite simply, consists
of a sagacious combination of east and west: a harmonious blend of
technology and tradition, today’s imperatives balanced by yesterday’s values.
Progress is sacrosanct; equally, age-old virtues are scared.
S. Kumars synfabs Ltd
Today India……………
Tomorrow the world…………..
More than 50 years it was founded S. Kumars finds itself among top few
textiles companies in India, with a product mix which embraces virtually
every kind of fabric, from polyester blended suiting’s and cotton suiting’s to
home linen and wool suiting’s, it is also an exporter of many variety of
SDM-IMD-, MYSORE 34
Customer Satisfaction
fabrics and will soon emerge as a garment manufacture. It has textile
manufacturing units in Dewas, Ghaziabad, Indore, Mumbai and Mysore wide
distribution network, easily the biggest and organized in India.
4.5 AREA OF OPERATION-GLOBAL/NATIONAL/ REGIONAL
It all began with a small trading company. In 1948, Mr. S.S. Kaslival and
his elder brother Mr. A.S Kaslival set up S. Kumar and company in Mumbai
to trade in textiles. Thereby planning the seeds of what is today, a large
business group with a portfolio of activities ranging from textiles and power
to leisure and information Tech services a diverse conglomerate, unified by a
business.
Philosophy that lays particulars emphasis on fair play, corporate
transparence and professionalism led by two generations of the Kasliwal
family and professionally managed the group is a global player in textiles,
with a growing presence in energy and power, e-commerce, Information
Tech services, leisure, relating, garments, infrastructure development and
Tyres, and is known popularly all over India, simply and successfully as S.
Kumar.
Growing global
The last few years have seen a high degree of growth and diversification
at S. Kumar’s and one of the major thrust areas has been globalization, a
small beginning was made with acquisition of strategic take in Reid and
Taylor, Scotland makers of the world’s most luxurious cloths for men’s
accessories as also open boutique in the U.S, thereby buttressing S. Kumar’s
SDM-IMD-, MYSORE 35
Customer Satisfaction
globalization objectives; in addition the group has plans to make several
strategic investments in textiles in Europe, the CIS and U.S and Latin
America.
Perhaps, Asia’s most modern textile facility, setup in association with
Reid and Taylor, Scotland, makers of the world’s most preferred wool
worsted suiting, with an annual production capacity of 5 million miters.
S. Kumar’s began exporting fabrics from India as far back as 1967 on
today export a variety of fabrics, including home lines, chiefly to Europe and
the Middle East; in pipeline are wool worsted and polyester/wool as a part of
its effort to become world players in textiles.
4.6 OWNERSHIP PATTERN
BOARD OF DIRECTORS
DR. A.C SHAH CHAIRMAN
NITHIN S. KASLIWAL MANAGING DIRECTOR
ANIL CHANNA DIRECTOR
A.K.CHOUDHARY
DIRECTOR (NOMINEE OF IDBI)
M.H.KULKARNI
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Customer Satisfaction
ANISH MODI DIRECTOR (NOMINEE OF INDIA
DEBT MANAGEMENT PRIVATE
LIMITED)DENYS FIRTH
VIJAY KALANTRI
DIRECTORS
KUNNASAGARAN
CHINNIAH
DARA .P MEHTA
PRADIPANALAL SHAH
AUDITORS M/S. HARIBHAKTI & CO.,
4.7 COMPETITORS INFORMATION
To understand India’s position among the textile producing countries, it
is necessary to look at its export rates in detail. Although the textile industry
contributes 9% of GDP & 35% of foreign exchange earnings, India’s share in
global exports is only 3% (China 13.75%). Expressed in US dollars, India’s
exports value $10billion, in sharp contrast to China’s $77 billion. While
India is still concerned with its ‘fine tuning’ policy,
China seems to have its sights on a more strategic dimension. It is
believed that China is vacating the ‘commodity’ end comprising yarn & gray
SDM-IMD-, MYSORE 37
Customer Satisfaction
fabric, & moving into high value processed fabrics, with sizeable
investments in value added processes. Meanwhile, India is still in the phase
of upgrading at the commodity end. Indeed, an Indian textile delegation has
scheduled a visit to China in March 2002 to scout for business opportunities
in lower value intermediates.
Domestic competitors with their fast moving brands
1. Raymond.
2. Dig jam
3. OCM
4. Dinesh
5. Grasim
Table 1.1 Market Share of Different Domestic Companies in 2011
Percentage
(In %)
Raymond 51
Reid & Taylor 21
Dig jam 9
OCM 5
Dinesh 5
Grasim 2
Others (BSL, J.Hamstede, etc.,) 7
Total 100
Table 1.2 Market Share of Different Domestic Companies in 2011
SDM-IMD-, MYSORE 38
Customer Satisfaction
Th
e
market
share
of Reid
and
Taylor brand has been increasing from year to year. It has increased from
21% to 25% from the year 2008 to 2010.
International Competitors
1. Bobby Jones Tehama
2. Cutter & Buck
3. Tommy Bahama
4. Eagle Dry Goods
5. Tricots St Raphael
6. Colonel Littleton
7. American Alligator
8. The Presidential collection
9. Armani
10. City Scarves
11. Enro
12. Peards Gourmet
13. Fly.
4.8 INFRASTRUCTURE FACILITIES
About 40 acres of land purchased for the purpose of setting up a
factory. The production Block is occupying about 10 acres of the area. The
SDM-IMD-, MYSORE 39
Percentage
(In %)
Raymond 60
Reid & Taylor 25
Others (OCM, Grasim, Dinesh, Dig jam) 15
Total 100
Customer Satisfaction
supply of electrical power from own DG house wherein 4 generator sets, of
2.5, 2.5, 1, 1, MW totaling 7.0 MW capacity.
The steam to be supplied by two oil fired boilers. The total area covered
for DG sets and Boilers about 3.5 acres. The effluent and the polluted water
form out of the process to be treated in E.T.P, covering an area of about 4
acres. The man power recruitment for the plant is about 900 workers and 300
staff.
The company is guarded 24 hours by 4 security supervisors and 32
guards. The guards are supplied by a security agency from Mysore.
4.9 ACHIEVEMENTS/ AWARDS
Reid and Taylor were launched in Indian in 1998. The worsted
industry was then going through a phase of stagnation and was loaded with a
number of established players.
It was in this delicately poised environment that Reid and Taylor was
launched. The launch, through a strategic association with James Bond,
rekindled excitement in the market. Thanks to instant customer response and
trade support the brand established itself as a leading player in the field.
In 2002, a study conducted by A.C. Nielson revealed that Reid and
Taylor enjoyed a high recall (84%)and was in the top three with an ad recall
of 52% (source A.C. Nielson).
Recent Developments
Reid & Taylor manufactures suit lengths in 100s super fine merino
fleece and superfine polyester, executive wears in 70s wool and polyester
and other popular blends. The composition, too, is more adventurous. ‘Linen
SDM-IMD-, MYSORE 40
Customer Satisfaction
Kraft’ is a unique combination of linen with 10%polyester for the unruffled
look. Specially developed for ceremonial wear is ‘Silk Ovation’- a 100% silk
fabric.
Leading fashion trends are ‘Crespo’ and ‘Jet set’ which are both high
twist fabric qualities. These have been developed especially to cater to the
vast number who wants a clean silhouette and shapely drape.
The James Bond film “the world is not enough”. The winners visited the
locations of the film and lived in places where bond stayed. A best windows
Display contest on the Bond theme was also held for retailers. The winners
went to Thailand for a holiday including a visit to James Bond Island.
Making the entire process more involving at the consumer level various
promotions were held where buyers of Reid and Taylor received movie
tickets, VCDs and other gifts. Within a year of launch, Reid and Taylor
become the second most remembered brand in unaided recall. However
certain issues crept up. To identify and address these, the company
commissioned A.C. Nielson to do a national study.
While ‘aspiration’ scores were consistently high, ‘relevance’ and
‘empathy’ were lower than desired. Also in certain non-metros the
‘sophistication’ parameter had led to Reid and Taylor being seen as an
expressive suiting. Immediately after the research, the company developed
alternative solutions. Given the brand’s success in the past with James Bond
it was felt that the brand needed a suitable, high – profile Indian personality.
Amitabh Bachchan, who was finally selected as the brand’s ambassador, had
achieved a brand fit score 9.5.
SDM-IMD-, MYSORE 41
Customer Satisfaction
4.10 WORK FLOW MODEL
A) Dying
The raw material what is got is usually white this has to be converted
into different shades dyeing is the process by which the fibers will be dyed in
different shades. There are 3 years of dyeing that is:
SDM-IMD-, MYSORE 42
Dying
Spinning
Weaving
Finishing
Mending
Customer Satisfaction
Top dyeing
Fiber dyeing
Yarn dyeing
In top dyeing the raw material that is polyester and wool are dyed
separately and then blended. But in fiber dyeing the fibers is make it is dyed
in yarn dyeing the yarn is dyed in required color. Fibers are dyed in
respective shades keeping in mind the required blend of fabric i.e.55/45,
65/35, 40/60 i.e. polyester and wool are blended in different percentage as
required.
B) Spinning
Spinning is a process where raw materials (polyester and wool) are
converted into yarn.
The spinning process comprises of three-sub process
Re-combining
Spinning preparatory
Spinning
C) Weaving
Fabric is the final main product and weaving is the process of
converting yarn into fabric. Fabric is just interring placement of yarn or
thread in called WARP or ends and transverse threads are called WEFT or
picks. The threads, which have to be separated individually and for this each
thread is drawn through healed eye of the healed and all the healed together
mounted on a shaft and there healed shafts can be mounted on loon where
fabric is made.
SDM-IMD-, MYSORE 43
Customer Satisfaction
There are different count spun like 1/24, 1/32, 1/38, 1/48, 1/56,
1/60, 1/70, 1/80, etc. The yarn are said to be twisted into ‘S’ or ‘Z’ twist
depending upon the direction. Clockwise direction of twist is ‘S’ twist and
anti-clockwise of twist is Z twist. The weaving process comprises of 3
different motions on the loom
Primary motion
Shedding
Opening of the warp sheet, the warp sheets have to be lifted as per the
weave to insert the weft. One set of wrap is lifted and the other is kept down.
Picking
In section of weft through open sheet, as soon as the warp sheet opens
one rapier brings weft in the center and the other rapier takes up the weft to
the other end.
Beat-up
Beating weft to the fall of the fabric as soon as the second rapier reaches
and of the fabric, the reed pushes the weft in the direction of the previous
weft and insures the weave of the required thickness.
Secondary Motion
Let off: release of wrap in a fabric the weft should be arranged
uniformly they should not be too tight or loose. After picking the wrap
should advance to accommodate the next pick.
Take up: take a fabric on the roller. This motion corresponds to the
wrap has to have the required tension on the loom. So when the let off
motion takes place the fabric is taken up on the roller.
SDM-IMD-, MYSORE 44
Customer Satisfaction
Auxiliary Motion
Wrap stop Motion
When any of the ends break the machine stops the drop wire on the
wrap drops and completes a circuit tripping the machine.
Weft stops Motion
The mended fabrics are sent finishing. This is the process by which
the fabric attains its own handle; aesthetic feel comforts etc. for this different
chemical heat treatment are given. First of all the fabrics will have protruding
fibers. A process called SINGEING removes these. Then the fabric has to be
washed to remove dust, stains, and tint and to make it clean.
When the weft breaks the machine stops in case of ample the yarn
is wrapped on a Suzuki machine. After the completion of wrapping, the beam
is taken to the weaving section where it is drawn manually, it is then fixed on
the loom and the sample fabric is woven.
D) Mending
The purpose of the marketing department is to identify and mend the
faults/defects encountered in the fabric after weaving. The fabric is inspected
in detail on the tables by the menders and the fault if mendable is mended
after this one more check is done on the fabric, on the grey perch to check for
any mendable fault. From here the fabric is given to the finishing department.
E) Finishing
SDM-IMD-, MYSORE 45
Customer Satisfaction
The mended fabrics are sent finishing. This is the process by which
the fabric attains its own handle; aesthetic feel comforts etc. for this different
chemical heat treatment are given. First of all the fabrics will have protruding
fibers. A process called SINGEING removes these. Then the fabric has to be
washed to remove dust, stains, and tint and to make it clean.
4.11 FUTURE GROWTH AND PROSPECTS
A bird’s eye view into distant horizons
The future plans includes expansions of home linen and terry towel
production jointly with an oversees company and the including of Denim,
industrial fabrics knit wear in the groups products range, as well as garments
and fine cotton fabrics. A special facility to produce fine cotton is planned to
build near New Delhi.
4.12 McKINSEY’S 7s FRAME WORK
The 7S framework has first appeared in the book “The Art of Japanese
Management” by Richard Pascal and Antony Athos in 1981. The two authors
were looking at how Japanese industry had been so successful, at around the
same time Tom Peter and Robert waterman were exploring what made a
company excellent. The 7S Model was born at a meeting of the four authors
in 1978. It then appeared in the book “In search of Excellence” by Peters and
Waterman in 1982. Subsequently, it was taken up as a basic tool by the
Global Management Consultancy Company Mc Kinsey to diagnose the cause
of organizational problems and to formulate programs for improvement, then
on it became famous as Mc Kinsey 7S Model.
The 7-S-Model is better known as McKinsey’s 7’S. This is because
the two person who developed this model. TOM peter & Robert waterman
have been consultants at McKinsey’s & Co at that time. They published their
SDM-IMD-, MYSORE 46
Customer Satisfaction
Books “The Art of Japanese management” and “In search of the difficulties
of organization changes”. The model shows that the organizational immune
systems and many interconnected variables involved makes change Complex
and therefore an effective change effort must address many of these issues
simultaneously.
What is 7-S-Model?
The seven-S are a framework for analyzing organization and their
effectiveness. It looks at the seven key elements that make the organizations
successful, or not. i.e., Structure, Skills, Style, Strategy, Systems, Staff &
Shared values.
Work for Analyzing and improving organizations
“Seven-S” formula- A comprehensive guide is to analyze the Culture
and Behavior of Corporations.
Those seven elements are distinguished in so called hard S’s and soft
S’s. The hard elements (green circles) are feasible and easy to identify. They
can be found in strategy statements, corporate plans, organizational charts
and other documentations.
The four soft S’s however, are hardly feasible. They are difficult to
describe since capabilities, values and elements of corporate culture are
continuously developing and changing. They are highly determined by the
people at work in the organization. Therefore it is much more difficult to
plan or to influence the characteristics of the soft elements. Although the soft
factors are below the surface, they can have a great impact of the hard
Structures, Strategies and Systems of the organization.
SDM-IMD-, MYSORE 47
Customer Satisfaction
A Systematic approach to improving organization:
The 7-S Model is a tool for managerial analysis and action that
provides a structure with which to consider a company as a whole, so that the
organization’s problems may be diagnosed and a strategy may be developed
and implemented.
The McKinsey 7-S frame work should be through of as a set of seven
compasses. When the needled are aligned, the company is “Organized”.
When they are not, the company is not really organized even if its structure
looks right.
SDM-IMD-, MYSORE 48
Customer Satisfaction
Those seven elements are distinguished in so called hard S’s and soft
S’s. The hard elements are feasible and easy to identity. They can be found in
strategy statements, corporate plans, organizational charts and other
documentation.
1. Strategy:
Strategies are the actions a company plans in response to or
anticipation of changes in its external environment. It also includes purposes,
Mission, Objectives, Goals and major action plans and polices.
Some of the strategies of Reid and Taylor as follow,
Customer oriented
Attracting and retaining customers
Uses non-traditional marketing strategy
Behavioral psychology
Used young population as strategic blessings
Movie centric promotions
Two time offers are provided in a year
More organized floors
Employee oriented
Consider biggest assets
Employee welfare
SDM-IMD-, MYSORE 49
Customer Satisfaction
Employee growth /training programs
The employee suggestion plan
Standardization of staff room
up gradation for education
2. Style:
The leadership style of Reid & Taylor is flat in nature. For Reid &
Taylor, the divisions are dying, spinning, weaving, mending, finishing. For
management Finance, Marketing, Human Resource, Purchasing departments
are created separately which works independently.
3. Structure:
In general structure is referred as the framework in which the activities
of the organization’s members are coordinated. The four basic structural
forms are the functional form, divisional structure, matrix structure and
network.
Some of the structures of various departments of Reid and Taylor are as
follows,
SDM-IMD-, MYSORE 50
Customer Satisfaction
Structure of Finance Department:
SDM-IMD-, MYSORE 51
Unit Head
Head Commercial
Commercial Manager I [Capital
Equipment]
Commercial Manager II [Co-
ordination & License]
Finance Manager [Accounts]
Finance Manager [MIIS]
Finance Manager
[Costing]
Finance Manager
[Bank & Treasury]
Finance Manager
[Bill Passing]
Finance Manager
[Imports & Exports]
Customer Satisfaction
Quality Assurance Department:
4. Skills:
Skills refer to the fact that employees have the skills needed to carry out
the company’s strategy. Skills can be acquired by Experience, Training and
Development – it ensures people known how to work and stay update with
the latest techniques.
SDM-IMD-, MYSORE 52
QA - HEAD
QQA Manager 3
EMS (Environmental Management Services)
QMS Manager
Customer Satisfaction
Certain standard skills are required in employees in order to perform or
carry out the company strategy. Reid & Taylor gives more stress on quality
of the brands. In order to maintain better quality there will be two sessions
for continues improvement for the skill up gradation. Main intension is
continues improvement in products and processes.
Following are the different skills, which the employee should possess at
different levels of Organization:
o Basic Skills: Developed capacities that facilitate learning and
rapid acquisition of Knowledge for the purpose of Active
learning, Listening, Speaking, writing, Critical thinking.
o Complex Problem solving Skills: Developed capacities used
to solve ill-defined problems in complex, real-world settings
for the purpose of Complex problem solving.
o Resource Management Skills: Developed capacities used to
allocate resource efficiently for the purpose of Management of
Financial, Personal and Material Resources and Time
Management.
o Social Skills: Developed capacities used to Work with people
to achieve Goals for the purpose of Coordination, Instructing,
Negotiation, Persuasion, service orientation and social
perceptiveness.
o System Skills: Developed capacities used to understand,
monitor and improve socio-technical system for the purpose of
Judgment and decision making, System analysis and
Evaluation.
o Technical Skills: Developed capacities used to Design, set-up,
operate and correct malfunctions involving Equipment
SDM-IMD-, MYSORE 53
Customer Satisfaction
Maintenance, Selection, Installation, operation Monitoring and
Analysis, Programming, Repairing, Trouble shooting and
Technology Design.
Training:
According to Flippo “Training is as act of increasing the knowledge
and skills of an employee for doing a particular Job”
ON THE JOB TRAINING: For Fire Fighting, Cutting machine
Setting, Grinding, Turning, Milling, Regeneration process, Heater Operation,
Crane Operation.
OFF THE JOB TRAINING: For Effective communication, safety
about chemical, housekeeping, tank chemicals and its safely, safety, basic
hydraulic, ISO internal auditors course, handling storage and preservation,
manufacturing strategy and communication skill, ISO documentation,
supplier development.
5. Systems:
In general systems refer to “The formal and informal procedure,
including innovation systems, compensation systems, management
information systems and Capital allocation systems that govern everyday
activity.
Systems in the 7S framework refer to all the rules, regulations and
procedures both format and informal that complement the organization
structure. It includes all the processes and information flows that link the
SDM-IMD-, MYSORE 54
Customer Satisfaction
organization together, consisting of management information system,
production planning and control systems, cost accounting procedures, capital
budgeting systems recruitment, training & development systems, planning &
budgeting systems, performance evaluation systems.
6. Staff:
A STAFF MEANS a group or team formed to carry out a particular
function or a task. That the company has hired able people trained them well
and assigned them to the right jobs. This is done by the process of Selection,
Training, Reward and Recognition, Retention, Motivation and assigning to
appropriate work are all key issues. Here in the Reid & Taylor there are
‘’’’’’ permanent employees and ‘’’’’ temporary employees, and are classified
by giving grades on the basis of the seniority and superiority in the company.
7. Shared Values:
Shared values are what engender Trust and link an organization together.
Shared values are also the identity by which an organization is known
throughout its business areas. Thus, some of the values that are shared
by both the employees and the management at big bazaar are as follows
Product and service quality
Productive efficiency
Team work concept
Customer satisfaction
TPM (Total Productive Management)
TQM (Total Quality Management)
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4.13 SWOT ANALYSIS
SWOT analysis is the technique, which is used for identifying the
company Strength, Weakness, Opportunity and threats.
SWOT analysis not only result in the identification of a corporation’s
distinctive competencies, the particular capabilities and resources that a firm
possesses and the superior way in which they are used.
But also in the identification of opportunities, the firm is not currently
able to take advantage due to a lack of appropriate proven to be the most
enduring analytical technique used in strategic management. This reflects an
important issue facing strategic managers should we invest more in our
Strength’s to make them even stronger or should we invest in our weakness
to make them competitive.
Strengths
Vast textile production capacity
Large pool of skilled and cheap work force
Entrepreneurial skills
Efficient multi-fiber raw material manufacturing capacity
Large domestic market
Enormous export potential
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Very low import content
Flexible textile manufacturing systems
Weaknesses
Increased global competition in the post 2005 trade regime under
WTO
Imports of cheap textiles from other Asian neighbors
Use of outdated manufacturing technology
Huge unorganized and decentralized sector
High production cost with respect to other Asian competitors
Opportunities
Could develop new products.
Local competitors have poor products.
Profit margins will be good.
End-users respond to new ideas.
Could extend to overseas.
Threats
Legislation could impact.
Environmental effects would favors larger competitors.
Existing core business distribution risk.
Retention of key staff critical.
4.14 LEARNING EXPERIENCE
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Project training created a sensory impression in my mind putting across
what actually is an organization and how it operates to serve the public along
with the fulfillment of their objectives. This sensory impression guide in
production units theoretical concepts. The Management concepts were
difficult to analyze. But, after plant training me felt empowered with
confidence and understood different management concepts in pragmatic
manner.
I came to know the importance of different management functions
such as planning, organizing, staffing, directing and controlling which
guide the organization in facing stiff competition from competitors.
I got to know how centralized structure is doing through others and
with others work and things.
I understood the way in which, the workflow model helps in
organizing work by determining authority and responsibility for staff.
I learnt the importance of leadership traits which guide in achieving
personal as well as organization goals.
I came to know how individual should be dynamic in corporate sector
which guides in career planning and development.
I manage to know how information technology and various systems
have reduced the time of an activity and documentation also.
The marketing department bridges the gap between organization and
customer by various promotion tools as well as regular feedback from
customers.
I came across the importance of time management, which helps the
entire organization in meeting delivery dates of customers.
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I also learned that how quality control and assurance guide the entire
organization in providing quality brands to customer, thereby
improving loyalty from customer side.
At last, I feel that in plant training has shaped my personal skill, talent,
ability, attitude etc. that guide me in contributing to organization as well as
nation by working efficiently and effectively.
CHAPTER-5
RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
PROJECT TITLE:
“Customer satisfaction” - A study at Reid & Taylor.
5.1STATEMENT OF THE PROBLEM
The research problem selected in view of this project is to know
customer satisfaction level towards Reid & Taylor products in the
competitive textile market. The growth and success of the organization
depends upon not only its market segmentation adopted, marketing policies,
extent of market research, marketing management, promotional activities,
advertising, combination of marketing mix , but also depends upon customer
satisfaction level to the organization.
As Reid & Taylor is performing better in the market in the recent days
it is necessary for the company to have a feedback report, by analyzing
customer satisfaction level in the competitive market. So it is essential to
make the study more competent and effective in nature and the study aims to
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find out how is the customer satisfaction level towards Reid & Taylor
products.
5.2OBJECTIVES OF THE STUDY
To find out the customer awareness towards Reid &Taylor products.
To find out the current market position of the company with respect to
its competitors.
To ascertain satisfaction or dissatisfaction of the customers.
To find out the drawbacks and the key areas that needs to be
improved.
To understand the nature and extent of competition that is existing in
present day textile industry.
To analyze and compare the different brands available in the market.
To study various factors influencing customer satisfaction towards
Reid &Taylor fabrics.
To get the suggestion from the customers for any improvement they
want in Reid & Taylor fabrics.
The ultimate goal of the study is to find out the actual customers
satisfaction level and in turn convert non-satisfied customers into
satisfied and delighted customers respectively.
5.3 SCOPE OF THE STUDY
The present study intends to provide an integrated picture of the level of
customer satisfaction towards Reid & Taylor, in the Indian market.
The study was conducted in the city of Mysore. Customers of Reid &
Taylor have been chosen for the study. Availability and accessibility’s are
twin factors for the study held in Mysore city.
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The study is also intended to know the level of customer satisfaction
towards Reid & Taylor fabrics when compared to other brands, as the textile
industry is facing a stiff competition due to globalization.
The study applies to Businessmen, Employed, Engineer, Doctors,
Housewife’s, Students and people belonging to other profession.
5.4 METHODOLOGY
Type of research
The research design used for the study was exploratory, so as to
indentify and explore the customer satisfaction level towards Reid & Taylor
products. The respondents have chosen from Mysore district.
The research was conducted through structured questionnaires to
gather with formal interview. Open ended and closed ended question have
been used to get response from the respondents.
Source of Data:
Preliminary data:
Questionnaires was prepared which includes both open ended and close
ended questions. Questionnaire was administered personally. Scaling
interview techniques were employed for consumer’s opinion on change in
price of Reid & Taylor.
Secondary Data:
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The major source of secondary or supporting data is journals and
magazines and data collected through internet.
Study Area:
The study is limited to the city of Mysore.
Sampling Technique:
Sampling technique used was distributing the questionnaire among the
customers in Mysore
Sample Size:
Sample size was only 100 and all of them were given to the customers.
Sample methods:
Convenience sampling method.
Tool of Analysis:
The response was tabulated and analyzed through percentage analyses
method. The collected data has been represented in the form of tables,
column chart and pie charts.
Measurement scale:
Respondents were asked to evaluate different types of apparel brands.
Satisfaction scale was also used to measure the level of satisfaction of
customers with regards to the existing retail outlets. Behavior intention
scale was also used that measures likelihood that customers will act in a
certain way in the future, such as buying the product at a given point of time.
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The copy of the instrument used for primary data collection is attached in
annexure.
5.5 LIMITATIONS OF STUDY
All the studies to be made have their own parameters and it is difficult to
make a study on assumption despite all possible efforts to make this analysis
comprehensive, scientific and accurate. Thus there is bound to be some
limitations
Some of the limitations of the study are:
Due to time constraints the study is limited.
As the scope of the study was limited to Mysore city.
The accuracy of the report depends upon how honestly or sincerely
the respondents have answered.
The respondents might be subjected to bias.
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CHAPTER-6
ANALYSIS & INTERPRETATION OF DATA
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ANALYSIS & INTERPRETATION OF DATA
Part-A: Personal Profile
1. Classification of respondents based on age.
Table – 1
Sl No. Age in Years No. of Respondents
1 Below 25 24
2 25-35 40
3 35-45 26
4 Above 45 10
Total 100
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Analysis
Above table reveals that, the 24% respondents belong to the age group
of below 25 years and 40% of respondents belong to the age group of 25-35
years and 26% respondents belong to the age group of 35-45 years and 10%
respondents belong to age group of above 45yers.
Interpretation
From analyzing, it can be inferred that majority respondents belong to
the age group of 25-35.
2. Classification of respondents bases on Sex.
Table – 2
Sl No. Sex No. of Respondents
1 Male 88
2 Female 12
Total 100
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Analysis
Above table reveals that, 88% are male respondents and other 12% are
female respondents.
Interpretation
From analyzing it can be inferred that majority of respondents belong
to male group of 88%.
3. Classification of respondents based on Place.
Table – 3
Sl No. Place No. of Respondents
1 Metro city 0
2 City 74
3 Rural 16
4 Others 10
Total 100
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Analysis
Above table reveals that, the 74% respondents belong to the City and
16% respondents belong to the Rural and 10% respondents belong to the
others.
Interpretation
From analyzing it can be inferred that majority respondents belonging
to the city, 74%.
4. Classification of respondent based on Education.
Table – 4
Sl No. Education No. of Respondents
1 Pre University 16
2 Degree 42
3 PG 18
4 Above PG 8
5 Others 16
Total 100
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Analysis
Above table reveals that, the 16% respondents belong to the Pre-
University level and 42% respondents belong to the Degree level and 18%
responded belong to the PG level and 8% respondents belong to the above
PG level and 16% respondents belong to the others level.
Interpretation
From analyzing, it can be inferred that majority of respondents belong
to the Degree level 42%.
5. Classification based on Occupation
Table – 5
Sl No. Occupation No. of Respondents
1 Students 4
2 Working 74
3 Others 22
Total 100
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Analysis
Above table reveals that, the 47% respondents are Students and 74%
respondents are working and 22% respondents are others.
Interpretation
From analyzing it can be inferred that majority of the respondents are
working 74%.
6. Classification of respondents based on Income level.
Table – 6
Sl No. Monthly Income (Rs) No. of Respondents
1 5000-10000 30
2 11000-20000 40
3 21000-30000 16
4 31000 and above 14
Total 100
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Analysis
Above table shows 14% of the respondents have an Income of Rs
31000 and above and 16% of the respondents have an income of Rs 21000-
30000 and 40% of the respondents have an income of Rs 11000-20000 and
the reaming 30% of the respondents fall in the Rs 5000-10000 income level.
Interpretation
From analyzing it can be inferred that major of the respondents fall in
the Rs. 11000-20000 income level.
Part-B: General Question related to company Products
1.Are you aware of Reid & Taylor fabric?
Table – 1
Sl No. Opinion No. Of Respondents
1 Yes 98
2 No 2
Total 100
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Analysis
Above table shows that 98% of respondents have know the Reid &
Taylor fabric and 2% of respondents not know the Reid & Taylor fabric.
Interpretation
From analysis, it can be inferred that 98% of respondents have known
the Reid & Taylor fabric.
2. How did you come to know about Reid & Taylor brand?
Table-2
Sl No. Source No. of Respondents
1 Newspaper 8
2 Television 42
3 Internet 12
4 Outdoor Ads 32
5 Others 6
Total 100
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Analysis
Above table revels that, the 42% respondents came to know by TV
and 32% respondents came to know by outdoor ads and 12% of respondents
came to know by Internet and 8% of respondents came to know by
newspaper and rest all respondents (6%) came to know by other sources.
Interpretation
From analysis it can be impact that Television place a main roll in
attracting customers towards the brand 42%.
3. Did advertising Influence you to buy Reid & Taylor fabrics?
Table – 3
Sl No. Opinion No. of Respondents
1 Wholly 22
2 Partially 62
3 Not at all 16
Total 100
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Analysis
Above table revels that the 62% of respondents partial influence by
advertisement and 22% respondents wholly Influenced by advertisements,
and the rest 16% respondents not at all influenced by the advertisement to
buy Reid & Taylor fabrics.
Interpretation
From analysis it can be inferred that majority of the respondents
(62%) partially influenced by the Reid & Taylor fabrics.
4. Can you identify the brand ambassador of Reid &Taylor?
Table – 4
Sl No Opinion No. of Respondents
1 Yes 98
2 No 2
Total 100
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Analysis
Above table shows that, the 98% of respondents can identify the brand
ambassador of Reid & Taylor and remaining 2% respond do not know the
brand ambassador of the Reid & Taylor.
Interpretation
From analysis it can be inferred that majority 98% respondents can
identify the brand ambassador of Reid & Taylor.
5. What is you opinion on the advertising strategic of Reid & Taylor of
fabric?
Table – 5
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Sl No. Opinion No. of Respondents
1 Excellent 38
2 Good 58
3 Insufficient 4
4 Poor 0
Total 100
Customer Satisfaction
Analysis
Above table reveals that, the 58% respondents feel that the advertising
strategy of Reid & Taylor is good, and 38% respond feel that the advertising
strategy is excellent and reaming 4% respondents fell that is insufficient.
Nobody respondents are told that advertising strategy is poor.
Interpretation
From analysis, it can be inferred that majority of the respondents fell
that the advertisement strategy of Reid & Taylor fabric is good 58%.
6. According to you which brand is effective in Advertisement?
Table- 6
Sl No. Brand No. of Respondents
1 Reid & Taylor 35
2 Raymond’s 41
3 Grasim 8
4 Dinesh 6
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5 OCM 2
6 Mayur 8
Total 100
Analysis
Above table shows that, the 41% respondents feel that Raymond
brand is effective in advertisement and 35% respondents feel that Reid &
Taylor brand is effective in advertisement and other reaming 8% respondents
feel Grasim, 6% respondents feel Dines, 2% respondents feel OCM and 8%
respondents feel Mayur barnd is effective in advertisement.
Interpretation
From analysis it can be inferred that 4% respondents feel that
Raymond brand is effective in advertisement. The fact that, the perception
difference is only 6% with the Reid & Taylor however old and early entry
than anything else.
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7. Which Brand having more effectiveness in promotional activity?
Table – 7
Sl No. Brand No. of Respondents
1 Reid & Taylor 36
2 Raymond’s 42
3 Grasim 8
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4 Dinesh 6
5 OCM 4
6 Mayur 4
Total 100
Analysis
Above table reveals that the 42% respondents are satisfied with
Raymond’s and 36% respondents are satisfied with Reid Taylor. The
reaming % of respondents satisfied with Grasim, Dinesh, OCM and Mayur.
Interpretation
Though, it is evident that the majority of the sample survey reflects
that Raymond’s occupies a leading position, the fact that, the perceptional
difference of hardly 6% behind Raymond’s can be due to a late entry than
anything else.
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8. Selection of Fabric:
Table – 8
Sl No. Fabric No. of Respondents
1 100% Cotton 32
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2 100% Wool 0
3 Poly Cotton 24
4 Poly Wool 22
5 100% Polyester 16
6 Others 6
Total 100
Analysis
Above tables reveals that, the 32% of respondents preferred 100%
cotton, 24% of responds preferred poly cotton, 22% of respondents preferred
poly wool, 16% respondents preferred to 100% polyester and 6% of
respondents preferred other fabrics. No one preferred 100% wool
Interpretation
From analyzing it can be inferred that no one prefer 100% wool and
32% respondents preferred poly wool.
9. Have you ever purchased Reid & Taylor fabrics?
Table- 9
Sl No. Opinion No. of Respondents
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1 Yes 74
2 No 26
Total 100
Analysis
Above table shows that 74% of respondents are purchased the Reid &
Taylor fabrics and 26% of the respondents are not purchased Reid & Taylor
fabrics.
Interpretation
From analysis, it can be inferred that 74% of respondents are
purchased the Reid & Taylor fabrics, hence the company should make the
remaining customers also to go for their products.
10. How often do you buy the product of Reid & Taylor?
Table – 10
Sl No. Opinion No. of Respondents
1 Once in a Year 62
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2 Twice in a year 10
3 Quarterly 2
4 Not at all buy 26
Total 100
Analysis
Above table revels that, the 62% of respondents by the product of
Raid & Taylor once in a year, 105 of respondents buy twice in a year. 2% of
respondents buy quarterly in a year and reaming 26% of respondents not at
all buy the product of Reid & Taylor.
Interpretation
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From analysis, it can be inferred that 62% of respondents satisfied
with the brand and buy the product of Reid & Taylor once in a year, and 26%
of respondents not at al buy the product of Reid & Taylor.
The reason for such is the entrance of new brand in the market and in
this brand fight the chances of losing targeted customer may arises.
11. What is the reason behind your purchase?
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Table- 11
Sl
No. Opinion No. of Respondents
1 Corporate wear 30
2 Wedding 26
3 Daily wear 10
4 Others (Gifting) 8
5 Not at all purchase 26
Total 100
Analysis
Above table shows that 30% of respondents are purchase the Reid &
Taylor fabric for corporate wear, 26% of respondents for wedding, 10% of
respondents for daily wear, 8% of respondents for others (gifting) and
reaming 26% of respondents not at all purchase the fabrics.
Interpretation
From analysis, it can be inferred that major 30% of respondents are
purchase the Reid & Taylor fabric for corporate wear, and 26% of
respondents not at all purchase the fabric.
12. How do you feel about the Reid & Taylor Products?
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Table – 12
Sl
No. Opinion No. of Respondents
1 Very comfortable 56
2 Comfortable 34
3 Average 10
4 Not satisfactory 0
Total 100
Analysis
Above table reveals that, 56% of respondents have given their opinion
Reid & Taylor fabric are very comfortable to use, 34% of respondents ranked
it is comfortable, 10% of respondents it is average. No one says it is not
satisfactory.
Interpretation
From analysis it can be inferred that no one had dissatisfaction
towards Reid & Taylor products.
13. How do you feel about the price of Reid & Taylor product?
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Table – 13
Sl No. Opinion No. of Respondents
1 Expensive 30
2 Reasonable 60
3 Below the expected 10
Total 100
Analysis
Above table reveals that, 60% of respondents feel that the product
prices are reasonable, that is affordable, while only 10% of the respondents
feel that they are satisfied with the price, while most of the respondents that
is around 30% feel that prices of fabric are too high when compared to the
prices of other products.
Interpretation
From analysis, it can be inferred that 60% of respondents feel that the
product prices are reasonable.
14. Do you like Reid & Taylor out let?
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Table – 14
Sl No. Opinion No. of Respondents
1 Yes 72
2 No 28
Total 100
Analysis
Above table reveals that, the 72% respondents are satisfied with
outlet.
Interpretation
Above table shows that 28% of respondents are not satisfied with the
retail outlet of Mysore
15. What is your opinion about customer service in Reid & Taylor
showroom?
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Table – 15
Sl. No. Opinion No. of Respondents
1 Excellent 22
2 Good 58
3 Average 20
4 Poor 0
Total 100
Analysis
Above table shows that, 22% of respondents are highly satisfied with
the service provided in Reid & Taylor outlet, 58% of respondents are
satisfied with the service, 20% of customers responded it is in average level.
Interpretation
From analyzing, it can be inferred that no one has poor opinion about
customer service in Reid & Taylor showroom.
16. According to you which brand is effective in sales?
Table – 16
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Sl No. Brands
No. of
Respondents1
1 Reid & Taylor 36
2 Raymond’s 45
3 Grasim 10
4 Dinesh 4
5 OCM 4
6 Vimal 1
7 Mayur 0
Total 100
Analysis
Above table reveals that the 36% of respondents feel that Reid &
Taylor products are effective in sales, 45% of respondents believe that
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Raymond products are effective in sales and 10% of respondents feel that
Grasim, 4% of each respondents feel Dinesh and OCM, 1% of respondents
feel Vimal, no one says Mayur is effective in sales in Mysore city.
Interpretation
From analyzing, it can be inferred that the majority of the sample
survey reflects that Raymond’s occupies a leading posting that face that, the
perceptional difference of hardly 9% behind Raymond’s can be due to a late
entry than anything else.
17. If you want to buy the Reid & Taylor material or fabric, list the
factors that influence you to purchase the product.
Table – 17
Sl Opinion No. of Respondents
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No.
1 Advertisement in electronic media 42
2 Product display in outdoor media 30
3
Advertisement published in print
media 12
4 Glow sign boards 6
5 Influence by others wearing it 10
Total 100
Analysis
From the above graph we found that advertisement in electronic
media 42% is having effective advertisement followed by product displayed
on outdoor media. 30% , advertisement published in print media 12%, Glow
sign boards 6%, and influence by others wearing it by 10%.
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Interpretation
So the above table shows the good quality of the advertisement is
taken place in electronic media and outdoor media.
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CHAPTER-7
FINDINGS, SUGGESTIONS AND
CONCLUSIONS
FINDINGS
Majority of the respondents are in the age of 25-35
Income level of the majority respondents has been indicated as Rs.
11000-20000 P.M.
Respondents at large are working
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According to the study 98% of respondents aware of the brand Reid &
Taylor.
Most of the respondents were influenced by advertisement in
purchasing the product.
The study reveals that television has played a major role in creating
the brand awareness amongst the customer compared to all other
media’s.
Majority of the respondents identified the brand ambassador of Reid
& Taylor.
66% of respondents use Reid & Taylor fabric for their personal use.
Majority respondents felt that advertising strategy of Reid & Taylor is
good.
These also found that print media is also main medium; it can be
improved with broachers and colorful advertisement regularly.
Reid & Taylor is the only company which has competitive advantage
over Raymond’s
It was found that Reid & Taylor ltd, have adopted a good distribution
policy, the supply chain is functioning effectively.
Supply of materials is restricted to only authorize dealers,
wholesalers, franchises and showroom.
SUGGESTIONS
Company has to provide variety of color products; it should be
remaining as it is.
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It is also necessary for the company to improve the standards of
existing varieties, which can be easily absorbed in the market.
The step should be taken to reduce the manufacturing costs, so that
the company product could be little cheaper and compete with the
other competitors in the market.
One of the advertisements media in the present day is visual
advertising. Thus much of the advertisements should be done through
television.
From the study, it is found that presently the company is using
corporate advertisement to promote the brand images. But at retail
level there is no much effort in building the customer loyalty,
therefore in the study it is suggested to the company to undertake
some promotional measure at the dealer level.
It is suggested that, promoting the customers through local media, like
newspaper, boarding’s, etc.
In the promotion activity (Advt) company should change the
perception of the consumer because consumer feels that Reid &
Taylor product are so costly so they don’t make enquiry or avoid to
see the fabric.
Reid & Taylor is not yet attempted in to small market like, towns sub
cities etc. if they made attempt to acquire sum part of their areas than
the demand for Reid & Taylor product will increase.
The company selected channel of distribution must be economic and
advantages to the company, which is greater essential for profitability.
In the analysis of study it is found that, presently there is only one
exclusive showroom. The market potential of Mysore is more than the
supply of the company products. Therefore in this it is suggested to
the company to appoint some more showroom ( at least 2 more) so
that being local company, it can effectively enhance the local market
potential.
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The company needs to open its official showroom in the country at
present there are only 14 all over the country.
Company should improve the retail ser5vice and its feedback is not
satisfied.
Company should frequently publish its ads on different types of
media.
Company should look for good theme in advertisement for promoting
the products and also incorporating the brand ambassador in their
particular advertisements.
CONCLUSION
Reid & Taylor is one of the dominate company in textile; it is famous
for luxury suiting. It is beyond doubt that the Reid & Taylor as a brand has
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Customer Satisfaction
excelled in all its branches of marketing functions. Their innovations were
well accepted by the Indian customer compared to its contemporaries. They
have a fantastic well developed distribution channel. Their marketing
policies have attracted the attention of general dealers, as it is very trade
friendly. More over the company launched the product in India with much
fan fare riding on to charming glory of its world famous brand ambassadors
like James Bond 007 and Mr. Amitabh Bachachan. Today the brand is
second to only Raymond’s in its product category and has been declared as
the super brand in a short span of time. This speaks volumes of success of its
marketing Strategy.
With the income level rising, demand for Reid & Taylor fabric is also
increasing in India. With more urbanization, Indian families also consume
more luxury suiting, more ready-made textiles. Company should increase the
promotion of Reid & Taylor fabric to create awareness among people about
the concept of Reid & Taylor products and convince customers about the
misconception about the price of Reid & Taylor fabric.
There is great opportunity for Reid & Taylor Company to capture
Indian textile market as well as textile market of other counters.
International quality at value for money pricing has been the basic formula
for Reid & Taylor. Consistent delivery has supported the formula and
bonded with the important aspect of trade faith in the brand. The best quality,
the best trade associates and values has the best by the consumers have all
come together to pay tribute to the tagline ‘BOND WITH THE BEST’.
According to the analysis and interpretation of the survey the brand
Reid & Taylor is reputable and has a good name and image in the market that
attracts the customers to purchase more frequently.
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BIBLIOGRAPHY
BIBILIOGRAPHY
Reference Books:
Marketing management(12th edition) – Philip kotler and Kivin lane keller
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Marketing management – Dr. Verma and agarwal
Research methodology(2nd edition) - C.R. Kothari
Websites:
www. Reid&Taylor.com
www. S. Kumar’s.com
Others sources:
Company journals
Business magazines
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ANNEXURE
QUESTIONNAIRES
Dear Sir/Madam,
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I Harshith S. Shetty, conducting survey on “customer satisfaction”-
A study at Reid &Taylor.
I kindly request you to please spare your valuable time to answer
the questionnaire. This information will be used for academic purpose and
would be kept confidential.
YOURS SINCERELY
Harshith S. Shetty
PART–A: PERSONAL PROFILE
NAME :
1) AGE : A) Below 25 years ( ) B) 25-35 years ( )
C) 35-45 years ( ) D) above 45 years ( )
2) SEX : A) Male ( ) B) Female ( )
3) PLACE : A) Metro city ( ) B) City ( ) C) Rural ( )
D) Others ( )
4) EDUCATION : A) Pre-University ( ) B) Degree ( ) C) PG ( )
D) Above ( ) E) Others ( )
5) OCCUPATION : A) Student ( ) B) Working ( ) C) Others ( )
6) INCOME (Monthly) : A) 5000-10000 ( ) B) 11000-20000 ( )
C) 21000-30000 ( ) D) 31000 and above ( )
SDM-IMD-, MYSORE 104
Customer Satisfaction
PART-B: GENERAL QUESTIONS RELATED TO COMPANY
PRODUCTS
1) Are you aware of Reid &Taylor fabric?
A) Yes ( ) B) No ( )
2) How did you come to know about Reid &Taylor brand?
A) Newspaper ( ) B) Television ( ) C) Internet ( ) D) Outdoor Ads ( )
E) Others, please specify
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3) Did advertising influence you to buy Reid & Taylor fabrics?
A) Wholly ( ) B) Partially ( ) C) Not at all ( )
4) Can you identify the brand ambassador of Reid &Taylor?
A) Yes ( ) B) No ( )
5) What is your opinion on the advertising strategy of Reid &Taylor fabric?
A) Excellent ( ) B) Good ( ) C) Insufficient ( ) D) Poor ( )
6) According to you which brand is effective in advertisement?
A) Reid & Taylor ( ) B) Raymond ( ) C) Grasim ( ) D) Dinesh ( )
E) OCM ( ) F) Vimal ( ) G) Mayur ( )
7) Which brand having more effectiveness in promotional activity?
A) Reid & Taylor ( ) B) Raymond ( ) C)Grasim ( ) D) Dinesh ( )
E) OCM ( ) F)Vimal ( ) G) Mayur ( ) H) Dig jam ( )
8) Selection of fabric
A) 100% Cotton ( ) B) 100% wool ( ) C) Poly cotton ( ) D) Poly wool ( )
E)100% Polyester ( ) F)Others ( )
SDM-IMD-, MYSORE 105
Customer Satisfaction
9) Have you ever purchased Reid & Taylor fabrics? If not which other brand
you have purchased? Please mention.
A) Yes ( ) B) No ( )
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10) How often do you buy the product of Reid & Taylor?
A) Once in year ( ) B) Twice in a year ( ) C) Quarterly ( )
D) Not at all buy ( )
11) What is the reason behind your purchase
A) Corporate wear ( ) B)Wedding ( ) C) Daily wear ( )
D) Others (gifting) ( ) E) Not at all buy ( )
12) How do you feel about the Reid &Taylor products?
A) Very comfortable ( ) B) Comfortable ( ) C) Average ( )
D) Not satisfactory ( )
13) How do you feel about the price of Reid & Taylor product?
A) Expensive ( ) B) Reasonable ( ) C) Below the expected ( )
14) Do you like Reid & Taylor out let?
A) Yes ( ) B) NO ( )
15) What is your opinion about customer service in Reid & Taylor
showroom?
A) Excellent ( ) B) Good ( ) C) Average ( ) D) Poor ( )
16) According to you which brand is effective in sales?
A) Reid & Taylor ( ) B) Raymond ( ) C) Grasim ( ) D) Dinesh ( )
E) OCM ( ) F)Vimal ( ) G) Mayur ( ) H) Dig jam
SDM-IMD-, MYSORE 106
Customer Satisfaction
17) If you want to buy the Reid & Taylor material or fabric, list the factors
that influence you to purchase the product
A) Advertisement in electronic media ( )
B) Product display in outdoor media ( )
C) Advertisement published in print media ( )
D) Glow sign boards ( ) E) Influence by others wearing it ( )
18) If you have any suggestions to Reid &Taylor, please give the same below
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“Thanks for your valuable contribution”
DATE: SIGNATURE
SDM-IMD-, MYSORE 107