Final report piyush

GTU’s Enrollment No: 97690592104

A
PROJECT REPORT ON
“A STUDY ON CUSTOMER SATISFACTION OF DIGJAM FABRIC”
At

It’s who you are

DIGJAM LIMITED, JAMNAGAR
Submitted By:
PIYUSH K. PARMAR (Roll no: A-38)
MBA PROGRAMME 2009-2011 (SEMESTER II)

In partial fulfillment of the requirements for Summer Internship Programmed for
the award of the degree of

MASTER OF BUSINESS ADMINISTRATION
SHRI JAIRAMBHAI PATEL INSTITUTE OF BUSINESS MANAGEMENT
AND COMPUTER APPLICATIONS (NICM-MBA)

Submitted to
GUJARAT TECHNOLOGICAL UNIVERSITY,
AHMEDABAD.

Declaration

This project report entitled “(A Study on Customer Satisfaction at Digjam Ltd.)” has
been submitted to Gujarat Technological University, Ahmedabad in partial fulfillment for
the award of degree of Master of Business Administration. I, the undersigned hereby
declare that this report has been completed by me under the guidance of Mr.
S.A.LOHANI, (Q.C. Manager) and Prof. NISARG JOSHI (Faculty Member, Shri
Jairambhai Patel Institute of Business Management & Computer Applications,
Gandhinagar).

The report is entirely the result of my own efforts and has not been submitted either in
part or whole to any other institute or university for any degree.

Name of the Student with Signature: PARMAR PIYUSH KISHORBHAI
GTU’s Enrollment No. : 097690592104
Date:
Place: GANDHINAGAR

i

Shri Jairambhai Patel Institute of Business
Management and Computer Applications
(Formerly known as National Institute of Cooperative Management),
Approved by AICTE, New Delhi and Affiliated with Gujarat Technological University
Opposite Amusement Park, Indroda Circle, Gandhinagar - 382 007
Phone: 079 – 23213043, 37 - 38 - 39 Fax : 079 – 23213036
Web: www.nicm.org.in E mail: director_mbanicm@yahoo.com

CERTIFICATE
This is to certify that Piyush K. Parmar, student of MBA
(2009-2011 batch) at Post Graduate Centre of Gujarat Technological
University – MBA, SJPI has prepared a Summer Internship Project Report
on “A STUDY ON CUSTOMER SATISFACTION OF DIGJAM FABRIC” in partial
fulfillment of two years full-time MBA Programme of Gujarat
Technological University, Ahmedabad. This project work has been
undertaken under my supervision and found satisfactory.

Date: ----------------- Prof. Nisarg Joshi
Place: Gandhinagar (Core Faculty – MBA Dept. &
Project Guide)

iii

PREFACE
I am the student of M.B.A. It means, I am a management student you know
manufacturing is more over art; art involves practical so there is no meaning of
theoretical study only, so there is also a part of practical study.

How much I have benefited in my life through this effort that is the main object or
aim. So I have got maximum knowledge about the management through this effort,
so I am heartily thankful to G.T.U. for including this subject.

The object of industrial training at M.B.A. level is to give a perspective about the
organization and functioning of the marketing department in industrial units,
M.B.A. faculty designed in such a way that it depicted all the major functioning of
report to clarify various business and construction.

I visited “DIGJAM Ltd.” at Jamnagar. For my practical training, I have prepared
this report of on management of the company, on visit and its work at managerial
level as become very clear. I have managerial concept with the help of collective
information sustaining the theoretical principles. I have got through all the major
practical aspect of the organization and the same has been depicted in this report.

In this report I have tried my best to cover all the information available from
concern unit. This training enhanced my particularity on management of industry
of the firm in area of marketing.

iv

ACKNOWLEDGEMENT

The successful completion of any project depends upon the co-operation of many
individuals. Through this brief note I would like to acknowledge the help of
individuals who have directly or indirectly contributed towards the completion of
our project.

First of all I would like to express my deepest sense of gratitude to the leading
team of DIGJAM LTD., Jamnagar for providing me an opportunity to carry on my
project report in prestigious organization.

Hence, I take this opportunity to put on record my sincere appreciation and
gratitude to Shri Lohani sir, DIGJAM LIMITED, Jamnagar for granting me
permission to carry on my project.

I also express my indebtedness to Mr. Satish, General Manager & Mr.
Narendrabhai trivedi, Personnel Manager of DIGJAM LIMITED, Jamnagar for
their kind co-operation, valuable suggestion, guidance and constructive criticism.
I would like to thank our director Prof. “Dr.” S.O.Junare and my faculty guide
Prof. Nisarg Joshi for their valuable inputs for my project.

I also heartily wish my deepest sense of reverence to Shri Sharad Goel for his kind
co-operation in each and every way.

Last but not the least I would like to thanks my affectionate parents without whose
blessing the study could not have been possible.
- (PIYUSH PARMAR)

v

Figure 1

EXECUTIVE SUMMARY
The textile sector is one of the fastest growing sectors in the economy. There are
many players in this sector but DIGJAM is a step ahead of them all. DIGJAM is
committed to satisfy customers by providing quality products and services, which
give highest value for money. They believe that their employees are their most
important assets through which they can reach the top in each field they venture
into.

‘IT’S WHO YOU ARE’ – they commit themselves to continuous growth so as to
fulfill the aspirations of the customers, employees and shareholders.

The whole project is based on understanding the two P’s of marketing i.e., Product
and Promotion.

I am really very thankful to the management at DIGJAM for giving me to an
opportunity to undertake a project work in their organization. I hope that the work
done by me is satisfactory.

vi

TABLE OF CONTENTS

TITLE PAGE NO.

DECLARATION I
CERTIFICATE FROM THE ORGANIZATION II
CERTIFICATE FROM THE COLLEGE III
PREFACE IV
ACKNOLEDGEMENT V
EXCUTIVE SUMMARY VI
CHAPTER-1-PRODUCTION DEPARTMENT 1
1.1 INTRODUCTION 2
1.2 RAW MATERIAL 4
1.3 PRODUCTION PLANNING & CONTROL 5
1.4 PRODUCTION PROCESS 6
1.5 QUALITY CONTROL 13
CHAPTER-2-H.R.DEPARTMENT 14
2.1 INTRODUCTION 15
2.2 RECRUITMENT & SELECTION 16
2.3 INDUCTION 19
2.4 TRAINING & DEVELOPMENT 20
2.5 TRANSFER 21
2.6 WAGES AND SALARY 22
2.7 TRADE UNION 23
2.8 PERFORMANCE APPRAISAL 24
CHAPTER-3-MARKETING DEPARTMENT 25
3.1 INTRODUCTION 26
3.2 MARKETING CHANNEL/DISTRIBUTION CHANNEL 27
3.3 MOTIVATING CHANNEL PARTNER 29
3.4 ADVERTISEMENT 30
3.5 TYPES OF PACKAGING 33
3.6 RANKING OF MEDIA THE UNIT IS IN TOUCH WITH 37
CHAPTER-4-FINANCE DEPARTMENT 38
4.1 INTRODUCTION 39
4.2 SOURCES OF FUND 40
CHAPTER-5-FUTURE PLAN 41
CHAPTER-6-SWOT ANALYSIS 43
CHAPTER-7-RESEARCH METHODOLOGY 45
7.1 LITERATURE REVIEW 46
7.2 INTRODUCTION 51
7.3 OBJECTIVE 52
7.4 LIMITATION 53

7.5 DATA COLLECTION 54
7.6 DATA ANALYSIS 54
7.7 RESEARCH METHOD 55
7.8 DATA ANALYSIS & INTERPRETATION 56
7.9 FINDING 85
7.10 SUGGESTION 86
CHAPTER-8- BIBLIOGRAPHY 87
CHAPTER-9-ANNEXURE 88

LIST OF FIGURES

FIGURE
TITLE PAGE NO.
NO.
1 LAUNCHING OF DIGJAM’S WINTER COLLECTION 3
2 WOOL 4

LIST OF CHARTS

CHART
TITLE PAGE NO.
NO.
1 PRODUCTION PROCESS 6
2 GREY COMBING 7
3 SPINNING 9
4 WEAVING 10
5 FINISHING 11
6 CONSUMER MARKETING CHANNELS 29
7 MULTI CHANNEL DISTRIBUTION OF DIGJAM 30
8 FORMS OF ADVERTISEMENT 38
9 DATA ANALYSIS CHART 57-84

LIST OF TABLES

TABLE
TITLE PAGE NO.
NO.
1 INFLUENCE OF MEDIA ON UNIT 39
2 DATA ANALYSIS TABLE 57- 84

CHAPTER-1
PRODUCTION
DEPARTMENT

Page | 1

1.1 INTRODUCTION

Product is a key element in the market offering. Marketing mix planning begins with formulating
an offering that brings value to target customers. This offering becomes the basis upon which the
company builds profitable relationships with customers.

“Product is anything that can be offered to a market for attention, acquisition; that might satisfy a
want or need it includes physical products, services persons, place organization and idea.”

Product Mix: Product mix or product assortment consists of all the product lines and items that
a particular seller offers for sale.

Product Line: A group of products that are closely related because they function in a similar
manner, are sold to the same customer groups, are marketed through the same types of outlets, or
fall within given price ranges.

PRODUCTS OF DIGJAM

DIGJAM woolen mills produce the fabric which is used for the purpose of making:

• Blazers
• Trousers
• Sherwani
• Safari

Page | 2

DIGJAM’S WINTER COLLECTION

Figure 1

DIGJAM launched its new collection of fine jacketing fabric, The Free Spirit for winter 05.
Specially carved to praise the Indian style of dressing the jacketing collection which has a wide
range of fabric to choose from. This collection boasts of fine finish and excellent quality, and
adds to the much wanted class and lavish appeal to one’s personality. The collection comes in
superfine merino wool and poly wool in aesthetically designed Checks, Herring ones, Hound’s
Tooth and other fancy weaves.

The jacketing collection has been specifically designed for the Indian winter and is a must have
in your wardrobe. The recently launched techno finish in summer 05 has been very well
appreciated in the market. The company continues to be ingenious in its feet while delivering to
the ever-growing and ever-changing demands of the clothing and fashion industry, both in the
domestic as well as the international markets. The prices range from Rs. 600 to Rs. 2500 per
meter.

Page | 3

1.2 RAW MATERIALS

Woolen fabrics:-
These are made out of wool. Wool is a natural product, basically hair of sheep. The sheep which
they use is MARINO SHEEP from Australia, New Zealand and some parts of South Africa.
Not only the sheep hair but also some amount of rabbit hair, camel hair, hangora wool and mink
(a bird of South Pole) hair is used as a raw material along with sheep hair. Mink hair is very
costly it costs 2 to 3 lacks per meter, therefore all these types of raw material is used in very
small quantity.
Polyester is also used as a raw material. Polyester is a product of crude oil (artificial fiber).

Types of wools:-
• 22.5 micron
• 18.5 micron
• 19.5 micron
• 17.5 micron

Figure 2 Figure 2 Figures 2

Page | 4

1.3 PRODUCT PLANNING

Product planning means planning for the product that is to decide what type of product is too
produced or what need or requirement the product is to satisfy and for whom the product is
meant. If existing product satisfies the need of consumers is also a part of product planning?
Product Line:-
A product line is a group of products that are closely related because they perform a similar
function are sold to the same customer groups, are marketed through the same channels or make
up particular price range.
DIGJAM LIMITED has three product lines which are used to prepare different types of
products:-

Woolen fabrics
• Suit length
• Coat length

Worsted fabrics
• Sherwani
• Safari
PV fabric (polyester viscose)
• Blazers
• Trousers

Page | 5

1.4 PRODUCTION PROCESS

The various operations that are carried out at Jamnagar plant are as follows:

Chart no.: 1

Page | 6

Production process

GREY COMBING

Chart 2 – Process of Grey Combing

1) Sorting, blending and scouring: - The Greasy wool bales are trapped and sorted
to give a proper mix and to remove the solid impurities. It is then scoured to remove the
greasy and vegetable impurities.

2) Carding: - The scoured wool is carded and is made in silver form. The impurities like
vegetable burrs, dust and very short fibers are removed.

3) Gilling: - In this process the carded wool in the form of silver is treated with faller pins
and it is made parallel and weight per meter is regulated.

4) Combing: - Gilled silver with definite weight per meter is combed and short fibers,
neps and vegetable matters are removed to get a clean combed silver output.

5) Post Gilling: - Combed silvers are fed to the Gilling Machines and in the last silver
output are transferred into shape of ball which is suitable for dyeing and transporting. In
the above process the CV% length is achieved in the form of final top.

Page | 7

TOW TO TOP CONVERTER
In this process, polyester tow is cut into required fiber length and converted into top after three
gilling operations.

DYEING AND BACK WASHING
This is another high-tech area in Digjam, where fully automatic microprocessor-controlled HP
HT Dyeing machines are in operation. Also in use are radio frequency dryer, Vigorous printing
and Jet dyeing machines. The dyeing plant has a computerized IBM-based system for color
matching.

RECOMBING
In this gilling either pure wool blended tops are gilled and in third phase a predetermined weight
per meter is taken as output. The output in silver form is put in cans and fed to comber in this
operation blending, fiber blending, removal of short fibers; neps, etc. are carried out. Now this
recombed cans are fed into two gilling operations and in the last gill box output is in form of
balls. Top is ready for spinning.

Page | 8

Flow chart of spinning department.

Gilling

Roving

Spinning on Ring frame

Single yarn steaming ( to remove the snarling)

Single yarn winding(to remove the fault from the yarn)

Assembly winding (assemble two single yarn on 1 package)

Twisting on TFO(two for one)

Double yarn steaming

Double yarn winding

Visual checking of yarn

Yarn delivers to the godown

Chart no. : 3 spinning process

Page | 9

WEAVING

A well-laid out weaving shed houses 116 Sulzer-Ruti microprocessor controlled projectile
weaving machines. The sulzers are the world’s highest rated weaving equipment, capable of
producing the highest quality of fabrics.

Chart 4: Process of Weaving

Page | 10

FINISHING
The finest Italian, Swiss and Japanese machines finish the fabric to perfection. These machines
use a process sequence that is automatically controlled by a punch card system. In this way,
perfect uniformity is ensured, thus avoiding lot variations.

Dry / Wet Setting

Heat Setting

Singing

Scouring

Cropping

Damping

Rotary press / Paper press

Continuous Press

KD Machine

Grading / Folding

Chart no. 5: Process of Finishing

Page | 11

FOLDING DIVISION
After the shrinkage department or keir decatisation, final product is transferred to final inspection
/ perching department, table checking, selvedge stamping and measuring & cutting
Then, this cutter pieces go for the folding, weighing and recording as per concern person or
client by whom company got the order. Final fabric is folded by the folding machine. As per
requirement
Like 75cm length, generate barcode, quality no. , shade no. , cut no. and length & weight of
fabric.
Designing department
Sources of design:
• International magazines which contains fabric cutting
• Designer’s intuition and past experience.
• Market survey
• Customer requirement(they also design for institutions)
Activities of design department
1) Yarn development
2) Fabric development
3) Export development

As per the domestic and export order, there are arranging a conference two times in a year for the
selection of yarn, fabric, export development.

Page | 12

1.5 Quality control

The main functions of the quality control department are:
1) Find out micron value of wool.
2) To find out blend composition
3) To find out count value of yarn
4) To find out the fabric properties like steam shrinkage , relaxation

Shrinkage, stretch & growth percentage, fastness etc.
In quality control some of the checking is done. The types of checking are as follow:

1) Tow(denier, c.v.%, oil%, shade)
2) Final top(c.v.%, short fiber%, oil%, Neps)
3) Yarn checking(count, Neps, twist, shade)
4) Dyeing(washing fastness, light& rubbing fastness)
5) Fabric checking(weight, width, pilling test, color fastness)

Page | 13

CHAPTER 2
HUMAN RESOURCE
DEPARTMENT

Page | 14

2.1 INTRODUCTION:

Personnel management is a link between the top management and the workers or we can say that
it acts like bridge between the employers and the employees. It is basically concerned with the
human relationship within the organization and helps in maintaining smooth relationship
between employees and employers. It is the art of getting things done through other people.

Manpower is the most important resource among all the resources. Factors such as funds,
machineries, technological advancement, etc. that are required in order to run an organization;
nothing will work if an organization doesn’t have sufficient manpower and suitable managerial
personnel system and practices.

In Human Resource Management there is an emphasis on the developmental aspects of human
being. He is treated as resources contributed towards the overall objectives of the organization. It
is strongly believed in this approach and philosophy that the collaborative and participative
efforts of human resources are to be nurtured, developed ton the fullest extent and human
resource development is the foundation of this philosophy.

In DIGJAM Limited, there is no difference between Human Resource Department and Personnel
Department. And the all the activities of HRM is done by Personnel Management. And the
personnel department is very important in each and every organization and we can say that the
personnel department is known as Police Department of any organization. So the all activities
which are done by the Digjam Limited are stated below.

Page | 15

2.2 RECRUITMENT & SELECTION:

Recruitment has been regarded as the most important function of the personnel department
because unless the right type of people are hired, even the best plans, organizations and control
system would not do much good.

As Yoder point out, “Recruitment is a process to discover the source of manpower to meet the
recruitment of the staffing schedule and to employ effective measures for attracting that
manpower in adequate numbers to facilitate effective selection and efficient working force.”

Recruiting Procedure of Digjam Limited:

• Recruitment of workers

• Recruitment of executives and managerial staff

• Recruitment of technical personnel

SOURCES OF RECRUITMENT:

Sources are those where prospective employees are available like employment exchange while
techniques are those which stimulate the prospective employees to apply for jobs like
applications by employee, promotion and advertisement etc. now we discuss the sources of
recruitment.

Sources for the recruitment for DIGJAM are as follows:

• Internal Sources

• External Sources

1. Internal sources:-

Internal sources are the most obvious sources. This includes personnel already on the pay-roll of
the organization. These are some advantages of using internal sources:

o Improve employee morale

o Job security and opportunities for employee members

o Tried people and then be relied upon

o Require less training, so the training cost will be minimized

o It is less costly than going outside to recruit

Page | 16

o Present employee can understand local languages, customers and business
practices well

In DIGJAM the internal recruitment is done by the reference of internal member of the
organization. With the help of internal advertisement, within the company, company gets enough
references for the recruitment.

2. External sources:-

Many of the organizations are depends upon the external sources for the recruitment like,

• New entrance for the labor force i.e. young, mostly inexperienced, potential
employees, college students.

• The unemployed with wide range of skills and abilities.

• Experienced persons such as mechanics, accountants and welders.

• It provides the requisites type of personnel for an organization up to the required
standards.

• It is economical because potential employees do not need extra training for job.

In DIGJAM the external recruitment is done by HR department with the help of concern
department. As per the requirement of concern department recruitment procedure will be done by
HR department.

Page | 17

2.2 SELECTION

Selection is the process of choosing the most suitable person out of all the applicants. Selection
is the process of matching the qualifications of applicants with job requirements. Selection
divides all the applicants into two categories:

1. Suitable

2. Unsuitable

In DIGJAM recruitment and selection procedure for BLUE COLLAR force is as per labour laws
for the recruitment of labor in the company it is essential that he should acquire the certificate of
ITI examination. Workers are selected by the concern supervisor and Assistant personnel
manager. Physical fitness and attitude are considered at the time of selection.

Recruitment and selection procedure for WHITE COLLAR force refers to the selection of
officers and managers. For this purpose DIGJAM is largely depend upon the fresh candidate and
for that the company is following the formal selection procedure.

• Application receipt

• Employment test

• Group discussion

• Final interview

• Medical examination

• References checked

• Orientation programme

Page | 18

2.3 INDUCTION:

Induction mainly implies familiar introduction of new employee with the work, follow workers,
work culture, superiors and organizations.

DIGJAM has systematic induction program, which helps to make employee feel at home and
reduces the initial nervousness on his part. The main objectives of an induction program of
DIGJAM are:

• To build up the new employee’s confidence in him in lathe new organization so that he
may become an efficient employer.

• To give all the necessary information to employee about location of workrooms, canteen
and other facilities, leave rules, rest periods

• To develop a feeling of belongings & loyalty to the organization.

Page | 19

2.4 TRAINING AND DEVELOPMENT:

Never stop listening

Never stop learning

Never stop training

“Training is any process by which the aptitudes, skills and abilities of employees to perform
specific jobs are increase.” Training is the process of increasing the knowledge and skills for
doing a particular job.

In DIGJAM the Human Resource Department identifies the training in all the employees with
the departments’ heads. Every year in the month of March, after having training rate identified
the Human Resource Department with the top management prepares a training calendar are
conducts the training program.

• In case of workman, training is given on safety, housekeeping, quality improvement, skill
improvement, multitasking, awareness, discipline, behavior and conduct rules are given
here.

• In case of staff category, the training areas are skill development, attitude, motivation,
awareness, roles and responsibilities etc. are given.

• In case of management training or all the training areas are of the specific nature mainly
the management development areas are been conducted

There are two types of training are given to employees:

• On the job training

• Off the job training

Page | 20

2.5 PROMOTION AND TRANSFER:

“A promotion is the transfer of an employee to a job which pays more money or one that carries
some preferred status.”

The term promotion is referred to the advancement of an employee to a better or higher job. In
other words employee can be said to have been promoted where he performs his job which
involves higher responsibility, requires a great degree of skills, commands more prestige & a
higher status & carries higher rate of pay.

In DIGJAM being management reviews the performance of every individual on the yearly basis.
The promotion is to be given on the merit basis. There are no fix promotion schemes. In
DIGJAM demotion is also followed. These step is also been taken for some workers who do not
performs his job well as required.

Transfer is a movement of employee from one job to another without any significant change in
duties, responsibilities, required skills or compensations. Transfer may have to be made within
an organization for varied reasons.

In DIGJAM workmen & staff employees are normally being transferred from one department to
another department. This is on needing base in case of sales promotion to the transfer is in one
location to another which also needs base.

Page | 21

2, 6 WAGES & SALARIES:

The wage is remuneration paid for the service of labor. In production wages usually refers to the
contribution to production, while salary normally refers to the clerical administration &
professional employees. A person who gets the wages is called “Blue collar worker.”

On the other hand salary normally refers to the monthly rates paid to clerical administration and
professional employees or “White collar worker” in DIGJAM time office department decides the
wages of worker. There is attendance system and after totaling the attendance of workers, they
are paying to the workers at the 10th date of month. The maximum general advance will be
Rs.450 each.

In case of staff category the employee’s gets consolidate salary on monthly calculated basis the
pay scale starts from 7000 gross salary.

Page | 22

2.7 TRADE UNION:

Trade union is one of the associations of employees. According to G. Ramanagan, “Worker is a
flower and trade union is a garland”. Trade union is an association of workers which protects and
maintains employee’s interest. It works for employee’s welfare.

In DIGJAM there are more than 1300 employees in the organization, in which there are 1061
workers, 277 staff and 53 sub staff is included.

In DIGJAM are having three labor trade unions. The unions are affiliated with external trade
unions such as

• BMS (Bharat Majdoor Sangh)

• AITUS (All India Trade Union Sangh)

• Janta Dal

There is family type of environment in the unit and if any problem occurs then union leader or
labor officer solves that problem jointly. All the trade union helps in the development of the unit

Page | 23

2.8 PERFORMANCE APPRAISAL

Performance is not a matter of chance; it is a matter of choice. It is not a thing to be waited
for. It is a thing to be achieved.

PERFORMANCE MANAGEMENT AS A CYCLE
Performance management can be described as a continues if – renewing cycle.

Performance
&
development
agreement

Managing
Performance performance
Review Throughout
the year

CONTENT OF PERFORMANCE APPRAISAL:
Every organization has to decide upon the content to be appraised before the programme is
approved. Generally content to be in the form of the basis of job analysis. Content to be
appraised may be in the form of contribution to organization objectives like production, cost
saving, return on capital, discipline, presence etc
CONTENTS TO BE APPRAISED FOR AN OFFICER’S JOB:
• Regularity of attendance.
• Self expression: Written & oral.
• Ability to work with others.
• Leadership styles & abilities.
• Initiative.
• Technical skill

Page | 24

CHAPTER 3
MARKETING
DEPARTMENT

Page | 25

3.1 INTRODUCTION
Basically, marketing mix consists of four elements. They are:
• Product
• Price
• Place
• Promotion

In marketing, we have to select specific marketing targets in the form of market
segments. For each segment of subdivision of the market, we formulate a combination
of a number of devices or type of marketing activities that are integrated. The
contribution of these marketing methods of devices is known as the marketing mix.
A successful marketing strategy must have a marketing mix as well as a target market
for which the marketing mix is prepared. The elements or variables that make up
marketing mix are only four.
• Decision on Product or service
• Decision on Price
• Decision on Promotion
• Decision on Place/distribution

These 4 ingredients are closely interrelated. Under the system approach, the decision in
one area affects action in the other. Marketing mix decision constitutes a large part of
marketing management.

Marketing manager is a mixer of all marketing ingredients and he creates a mix of all
marketing elements and resources. Marketing mix offers an optimum combination of all
marketing ingredients so that we can have realization of company goals such as profit,
return on investment, sales volume, and market share and so on. It is the profitable
formula of our marketing operations.
The marketing mix will naturally be changing according to changing marketing
conditions and also with the changing environmental factors affecting each market. It is
of course, based on marketing research and marketing operations.

Page | 26

3.2 MARKETING CHANNELS / DISTRIBUTION CHANNELS

Few producers sell their goods directly to the final users. Instead, most use
intermediaries to bring their products to market. They try to forge marketing channel or
distribution channel – a set of independent organizations involved in the process of
making a product or service available for use or consumption by the consumer or
business user.

NUMBER OF CHANNEL LEVELS:
Companies can design their distribution channels to make products and services
available to the customer in different ways. Each layer of marketing intermediaries that
performs some work in bringing the product and its ownership closer to the final buyer is
a channel level. Because the producer and the final consumer both perform some work,
they are part of every channel.

Producer Producer Producer

Wholesaler

Retailer Retailer

Consumer Consumer Consumer

Chart 6 - Consumer Marketing Channels

Page | 27

DIGJAM has 1600 to 2000 distributors spread all over India. There are many selling
representatives who work as agents on the basis of commission which is based on the
turnover achieved by them. DIGJAM follows a Multichannel distribution system which is
as follows:

PRODUCER
(DIGJAM)

Selling Representative
(AGENTS)

Wholesaler Direct Showrooms Retailers
(100 wholesalers) (27 direct showrooms) (3000 retailers)

Chart 7 - Multichannel Distribution of Digjam
1) SELLING REPRESENTATIVES: - They work as the agents on the basis of
commission paid to them based on the turnover i.e. on the rate of selling.

2) WHOLESALERS:- They get the following benefits:
i. Turnover incentive
ii. Early Bird Incentive
iii. Free Of Interest (FOI

3) DIRECT SHOWROOMS: - There are about 27 direct showroom of DIGJAM
spread all over India and get the benefit of Free of Interest (FOI).

1) RETAILERS: - There are 3000 such retailers of DIGJAM spread all over India
and does not get any such benefits.

Page | 28

3.3 MOTIVATING THE CHANNEL PARTNERS

Once selected, channel members must be continuously managed and motivated to do
their best. The company must sell not only through the intermediaries but to and with
them. Most companies see their intermediaries as first – line customers and partners.
They practice strong Partner Relationship Management (PRM) to forge long-term
partnerships with channel members. This creates a marketing system that needs of
both the company and its marketing partners.

In managing its channels, a company must convince distributors that they can succeed
better by working together as apart of a organized value delivery system. Many
companies are now installing integrated high-tech partner relationship management
systems to coordinate their whole – channel marketing efforts. Just as they use
Customer Relationship Management (CRM) software systems to help manage
relationships with important customers, companies can now use PRM software to help
recruit, train, organize, manage, motivate, and evaluate relationships with channel
partners.

DIGJAM LIMITED motivates its customers by providing them gifts and discounts etc.
the various promotion tools used by DIGJAM are as follows:
1) Free Holiday Trips
2) Gift Articles
3) Carrier Bags
4) Glow Sign Boards
5) Sponsoring Events

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3.4 ADVERTISEMENTS

Advertisement is nothing but a paid form a non – personal presentation or promotion of
ideas, goods or services by an identified sponsor. It communicates about the firm which
manufactures the product. Advertising thus means spreading of information.

According to Richard Buskirk: “Advertising is a paid form of non – personal presentation
of ideas goods or services by an identified sponsor.”

DIGJAM believes in planned and controlled ads. Every year around 15 crore of rupees
is spent on various types of advertisements. The advertisement program decision is
based as follows:

Mission - What is the advertising object?
Money - How much can be spent?
Message - What message should be used?
Media - What media should be used?
Measurement - How should the result be evaluated?

The department carries out the function of communicating the brand name value and
image to the customer. It ensures the premium image of DIGJAM brand is upheld in the
market place for this, it decides on the advertising to be undertaken by the company
and supervises the functioning of the advertising agency. The company’s ad agency is
RADIANT and it is ranked 4th in the country ad agency rating list.

DIGJAM advertises its product on various channels mainly in news channel viz. “Aaj
Tak”. Some of the print media through which the company makes advertisement of the
product are Outlook, India Today and Business India. The ad punch line “FABRIC FOR

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THE GREAT SUIT” has proved to be more effective. One of such different initiatives
taken by the department in the recent past is discussed below.

Back drop in movie “KABHI KHUSHI KABHI GUM”. A back drop of DIGJAM brand was
used in the highly successful movie. The total advertisement cost was Rs. 25 lacks in
the said production cost of Rs. 30 crore.

DIGJAM’s main competitor is Raymond. The Raymond at present rank in the market as
far as the sales and advertisement is concern. The company targets its ads on the
younger and most successful person. The lifestyle, emotion and humor are the key
contents of advertisement is limited and therefore executives have to check out the
various types media and their features like cost of media and high customer reach.

OUTDOOR MEDIA:
Generally company contributes 50% advertising expense rendered by local agents.
Advertisement is given through various ads media like postal electric sign and electric
display.

The other media through which the company communicates its exclusive message to
the customer are window display, exhibitions and showroom. The company takes part in
various trade fairs organized in various parts of the country and outside the country to
tap the national as well as international market. The company has to see that it does not
spend too much or too less to wastage of money a negligible effect on consumers
respectively.

DIGJAM has the market share of 12% in the total market of woolen fabrics.

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ADVERTISING CAMPAIGN
HORDINGS

Page | 32

3.5 TYPES OF PACKING

DIGJAM has five types of packing at a different product and at a different price. This all the type
is as follow.

Packing A

In packing A, a lather briefcase is given with a product promotion is very easy and also this
briefcase is useful in your real life, as a office document and also you can use this bag at office
level.

Packing B

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In the packing B, a lather travel begs is given with product and in this bag you can use at
different place. At an official level, at a sales man level and in real life also.

Packing C

Packing C in the product give with a velvet bag life suitcase type this types of bag you
can use anywhere and of any purpose and this bag is very chip as compare to the lather bag. And
wait is light and attractive.

Packing D

In the packing D a paper bag which can be disposable also. This bag is very attractive
and its wait is very light and there are no government restrictions on this bag.

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Packing E
A packing E is give product with cover and plastic paper for the protection of the
product. It give a direct choose of color and design of the product for helping your side.

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PROMOTION:
In order to promote the brand name and sales of the company the marketing
department launches various promotion schemes aimed at the consumers and the
channel partners. Low cost effective promotions done by the department for e.g.,
sponsorship of different prizes at as disco night in a five star hotel. Digjam suit lengths
were distributed as prizes.

ADVERTISEMENTS

NATIONAL REGIONAL MAGAZINES NEWSPAPERS
LEVEL LEVEL
Business Times of India
Aaj Tak ETV Gujarati World Gujarat
Zee News Zee Gujarati India Today Samachar
NDTV India ETV Punjabi Flight Rajasthan
NDTV 24x7 UDAYA Magazines Patrika
CNBC Gemini Swagat (IA)
Jet Wing (JA)

Chart 8: Forms of Advertisements

DIGJAM also advertises through FM Radios in Metros and Semi – metros like Jammu,
Bikaner, Pune, Bhopal, Baroda, and Ahmedabad etc. It advertises in Cinemas and
Multiplexes only in Metros.

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3.6 Ranking of media, the unit is in touch with:
The reason behind this point is to know which media has greater influence over
customer. Which media plays a vita role in the customer buying behavior? From the
survey it was derived that about 60% of the people ranked TV for their media habit,
ranked second to the newspaper and magazine i.e., 33%., 5% are in favor of internet
while the rest 2% are influenced by other means.

Table 1: Influence of media on unit
PARTICULARS % OF RESPONDENTS
Television 60%
Newspaper and magazines 33%
Internet 5%
Others 2%

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CHAPTER 4
FINANCE
DEPARTMENT

Page | 38

4.1 INTRODUCTION

Finance department is the heart of any organization. Finance is as important as brain in human
body. The basic objective of this department is t handle the finance as well as to maintain records
of finance. Finance function assumes an important role in the business system and it should be
given equal importance as to production and marketing function.

According to phillipatus,”Finance management is concerned with the managerial decisions that
results in the acquisition and financing of long term and short term credit for the firm.” Financial
management refers to the planning & control of financing decisions so as to ensure proper
acquisition, allocation and maximum utilization of financial resources. The scope of financial
management provides an overview of important decision making areas relating to the financial
operations of a firm.

Profit maximization and wealth maximization are the main objective used in the sense of
decision criteria for investment financing & dividend policy decisions involved in financial
management. Finance manager who works under the direct control of company executives who
handle the finance department. The bank related employees working under the finance manager
who handle the matters and also fund management related matters.

Financial statements are indicators of the two significant factors:-

i. Profitability and

ii. Financial soundness

Analysis of financial statement therefore, refers to such a treatment of the information contained
in the income statement and the Balance sheet so as to afford full diagnosed of the profitability
and financial soundness of the business.

→ Tools of financial Analysis :-

1. Comparative Financial statements,

2. Common size financial statements,

3. Fund flow Analysis,

4. Ratio Analysis.

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4.2 SOURCES OF FUND:

One of the most important considerations for an entrepreneur of company in implementing a new
project or undertaking expansion, diversification and modernization and rehabilitation scheme is
ascertaining the cost of project and the means of finance.

The selection of fund source is dependent on the financial strategy pursued by the company, the
leverage planned by the company, the financial condition prevent in the economy and the risk
profile of both viz., the company as well as the industry in which the company operates. Each
and every source of finance of funds has some advantages as well as disadvantages.

In DIGJAM, they use both types of sources for meet their different future requirements.

Internal Source:

• Depreciation fund
• Profit Fund

External Source:

• Banks
• Financial Institutions
• Others

So these are the sources of finance and this necessary for every company to know their sources
and they have to keep watch on all these sources.

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CHAPTER 5

FUTURE PLANS

Page | 41

FUTURE PLANS

The global trend in textiles is shifting to ready-to-wear (RTW). At Digjam Limited, they
gear themselves for this shift with the launch of an exclusive range of RTW.

The RTW range will be available across India through a chain of select showrooms, run
by franchisees and dealers.

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CHAPTER 6 SWOT ANALYSIS

Every company does SWOT analysis whether it is large scale organization or small
scale organization to measure. They do their analysis for the purpose of identifying their
strengths, weakness, opportunities and threats.

STRENGTHS
• Sound logistics management system helps the company to cater the customers
having varied requirements in different varieties, color and packing.
• Young and the dynamic work force providing professional edge to the
management.
• Company covers 1/6th of the market share in the organized segment.
• Strong marketing and distribution network.
• Strong brand equity, goodwill and reputation.

WEAKNESS
• Image in the mark of only manufacturer of woolen fabric.
• Relatively higher carrying cost of inventory.
• No diversification till the year 2000.
• Lack of funds for heavy investment in advertisements.

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OPPORTUNITIES
• Company has good image in woolen segment so it can enter into production of
shawl and blanket.
• Existing dealer network sued to cater to new products also.
• By introduction of new applications, demand for the product can be expanded.

THREATS
• Cheap imported fabric.
• Dependable for raw material on other countries.
• Cotton fabric is preferred more by the consumer as compared with woolen.
• Change of consumer preference towards readymade garments.

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CHAPTER 7

RESEARCH
METHODOLOGY

Page | 45

7.1 LITERATURE REVIEW

Literature Review on Customer Satisfaction:

Author: Bingguang Li, Ph.D.
Assistant Professor of
Operations and Information Management
College of Business
Albany State University
Albany, GA 31705 U.S.A.
Phone: (229) 430-4779
Fax: (229) 430-5119
Email: bli@asurams.edu

Abstract: Parcel delivery companies (e.g., US Postal Service, UPS, and FedEx) are significant
parts of modern transportation systems. From a literature review, availability, responsiveness,
reliability, completeness, and professionalism of service were identified as the five critical
factors affecting customer satisfaction in parcel delivery industry. A model of customer
satisfaction in parcel delivery service was developed. Written questionnaire responses from
university academic departments across the U.S. were used. The questionnaire gathered data on
the characteristics of each factor and determined the ranking of importance of factors. The
research tested the hypotheses to determine the correlation coefficients between the five factors
and overall customer satisfaction with respect to all customers for both outgoing and incoming
parcel delivery services.

Findings:
Factors Affecting Customer Satisfaction in Parcel Delivery Industry:

• Availability of service: The degree to which the customer can access the delivery service
and contact customer service.
• Responsiveness of service: The willingness or readiness of staffs to provide service and
the degree to which the staff react promptly to the customer.
• Reliability of service: Consistency of performance and dependability. Parcels are delivered
to the right receivers without damage within the promised time.
• Completeness of service: The degree to which the total job is finished.
• Professionalism of service: The degree to which the provider uses suitable professional
behaviors

Research Model:

It is the purpose of this study to determine the relationships between the five factors and
customer

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CONCLUSIONS AND DISCUSSIONS

Summary of the Research
This research concluded that all the five factors (availability, responsiveness, reliability,
completeness, and professionalism) were positively correlated with overall customer satisfaction
with respect to all customers for both outgoing and incoming parcel delivery services.

This research discovered that reliability of service was the most important among the five factors
with respect to all customers for both outgoing and incoming parcel delivery services for the
university departments surveyed. Professionalism was the least important for conditions of
outgoing service and incoming service for all customers.

Availability of service, responsiveness of service, and completeness of service were in the
middle of the rankings.

Sometimes availability of service, responsiveness of service, and completeness of service were
statistically significantly different from each other, and sometimes they were not statistically
significantly different with respect to two different services (outgoing or incoming service).

Managerial Implications

Reliability of service was the most important among the five factors. When parcel carriers make
investment decisions, the highest priority should be given to the projects related to reliability
improvement. Since reliability of service contributes to customer satisfaction, it is believed
customer satisfaction contributes to customer retention and business success.

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 RESEARCH PAPER ON CUSTOMER SATISFACTION :

 Author :Scott B.Mackenize, Richard A.Spreng.
 The Journal of Marketing, Vol. no. 3 (July., 1996)
Published by: London Financial times, 1998

 Findings :
• Manager and salespeople can manipulate customer satisfaction ratings.
• Exclusion of unhappy customer during the survey period.
• Inaccurate survey by being nice to customer just before the survey.
• Intentionally wrong ratings by customer in order get more concessions.

 Recommendations :
• Company should hire an outside research agency for getting accurate result.
• Company should not announce in advance about their research schedule.
• Company should select more diversified sample
• Company should provide some promotional gift to the customer for increase the
1
response rate for the survey.

1
Scott B. Mackenize & Richard A. Spreng,”A Reexamination of the Determinants of customer satisfaction,” journal
of marketing, vol. no. 3(July1996): 15-32.

2 “Saturn Illustrates Customer Satisfaction, “Louisville courier-journal of marketing, September 5, 1999.

Page | 48


Author : A White Paper, by Paul Hague and Nick Hague of B2B International
Website : www.b2binternational.com

Recommendation:

1 Pay attention to those issue that is important to customer.
2 Look at the customer satisfaction data to see, where low absolute scores are and low scores
relatives to the competitive.
3 Think through the issues that need to be addressed and list them out.
4 Courtesy from sales staff
5 Representative of the sales staff should be friendliness
6 Company should provide after as well as before sales services to their customer through which
company able to get satisfaction from customer side.
7 Company should provide good quality of product.

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Author: Rodrigo A. Padilla
Research Faculty of Commerce and administration, Concordia University,
December 5, 1996

Fifteen years ago, in the beginning stages of the customer service revolution, Ron Zemke and Dick
Schaaf canvassed 101 leading companies to see how they approached customer service. From this
investigation, they distilled five general operating principles that research and experience continue to
uphold:

Recommendation :

1 Successful customer service companies should listen , understand, and respond—often in unique
and creative ways—to the evolving needs and constantly shifting expectations of their customers

2 Company should carefully hire people, train them extensively so they have the knowledge and
skills to achieve the service standards, and then empower them to work on behalf of customers,
whether inside or outside the organization.

3 Company should establish a clear vision of what superior service is, communicate that vision to
employees at every level, and ensure that service quality is personally and positively important to
everyone in the organization.

4 Not surprisingly, a primary concern of business research and literature is building companies that
excel at gaining and keeping customers. Studies show that outstanding customer service
organizations focus on a clear goal—satisfying the customer—and design everything else with that
aim in mind. From the top-down, these organizations act to provide positive customer experiences.
The focus on complete customer

5 Company should establish concrete standards of service quality and regularly measure themselves
against those standards.

2

1
Customer Satisfaction: Improving Quality and Access to Services and Supports in Vulnerable Neighborhoods
Benjamin Schneider and David E. Bowen, Winning the Service Game (Boston: Harvard Business
School Press, 1995), 132.

2 Customer Satisfaction: Improving Quality and Access to Services and Supports in Vulnerable Neighborhoods
Tim Mannello, “Susquehanna Health System: 1999 Global Customer Service Award Winner”

Page | 50

7.2 INTRODUCTION OF MARKET RESEARCH

Definition of Marketing Research :

Marketing Research as the systematic design, collection, Analysis and Reporting of data and
Findings Relevant to a specific marketing situation facing the company.

Most large companies have their own marketing research department, which often play crucial
role within the organization.

Yet, marketing research is not limited to large companies with big budgets and marketing
research departments. Often at much smaller companies, everyone carries out marketing
research-including the customers.

Companies normally budget marketing research at 1% to 2% of company sales. A large
percentage of that is spent on services for outside firms

Here Digjam spent approx 10% of the company sales.

Specialty-line marketing research firms:

A company can hire services of marketing research firm or conduct research in creative and
affordable ways such as:

1 Engaging professors or students to design and conduct studies. Many large companies’ hires
summer trainees from management institution for cost-effective market research year after year.
Awarding live projects to MBA as part of their course work is also a common practice.

2 Monitoring published information and actions systematically. This may be done by examining
news paper, websites, industry report, and by visiting competitive outlets.

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7.3 Objective of study

PRIMARY:

1. To study the customers psychology regarding the company.
2. To gain knowledge about the market of DIGJAM fabric, with respect of brand usage,
market size and industrial scenario.

SECONDARY:

1. To identify the market forces that influences the customer decision in buying the product.
2. To get an insight about what the customer feels about the company policy.
3. To know the problems of customer.
4. To get an overview of the customer about the quality and sales promotion activities of the
company.

5. To know the market share of the company.

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7.4 LIMITATION

Time horizon:

Shortage of time duration, because the research on customer satisfaction is very broad area and
it’s require much more time for reached at the good conclusion.

Response:

The response rate was very low. And can not be justify in the context of time limit.

Technology:

There was lack of availability of hardware equipment and internet connectivity, result for low
response.

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7.5 DATA COLLECTION

As a tool a well-structured questionnaire was used. These were used for collecting the responses from
the respondent. The data collected through questionnaire was tabulated and analyzed to study, the
respondent attention toward buying the DIGJAM to assess the customer knowledge about the
organization, view on overall quality and price competitiveness, the advertising media to which the
customers are in touch with and the problems they are facing with the product.

Marketing research was done to assess the customer knowledge about the organization, view on overall
quality and price competitiveness, the advertising media to which the customers are in touch with the
problems they are facing with the product.

7.6 DATA ANALYSIS

In order to do the work properly, a insight about the product, about the organization, about the
production process was necessary. For this purpose a extensive study was initially done about
the product and the production process.

After the initial study, the survey was started in order to get the questionnaire filled by them.

On the basis of the information collected in the interviews from the respondents and filled in
questionnaire from them, certain findings were made on that basis and some
recommendations too were given to the organization so as to improve the level of satisfaction
of their customers. These findings and recommendations would go a long way of satisfaction
and service in order to maintain its existing customer as well as to add 1-1 new customer to its
existing data base. They also point the aspect in which the organization is lacking and need to
improvise upon as well as the aspect, which are its plus point and which can really help in
future.

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7.7 RESEARCH METHOD

To get an insight about the company, a questionnaire was properly designed for the customer.
Basically those customers were undertaken who were purchasing the product from dealers,
retailer, showrooms or shopping malls.

First, the factors that affect the satisfaction level of DIGJAM customers were obtained. This was
done with the help of discussions held with the sales and marketing professionals in the
company. The following factors were obtained as a result
• Purchase influencers
• Preference of garments getting stitched
• Quality the fabric
• Variety of design and colors with feel & finish
• Offerings in tune with market demand, fashion/trend
• Price competitiveness
• Marketing efforts by the company to increase its sales. This includes advertising &
marketing, regional promotion, enhancing market/customer understanding.

As a universe was infinite, and due to time and cost constraints,
The sampling unit is decide to cover maximum city through online(Ahmadabad, Vadodra, Surat)
and oral(Jamnagar) research .
The size of the sample is dependent on the city. But a minimum of 90 samples was to be taken to
maintain the standard quality and reliability of the data collected.

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7.8 DATA ANALYSIS & INTERPRETATION

Q.-1 Customer Detail. This is mention in questionnaire

Q.-2 Are you aware about DIGJAM product?

The main purpose of asking this question is that to know how much percent of people at least
know about DIGJAM product. So we can ask them next question related to DIGJAM product
and its services .

If customers aware about the product and also purchase the DIGJAM product regularly, so we
can get some information regarding requirement and what are their expectations from the
company.

If customers are not aware about DIGJAM product, we can ask them about our loop holes and
defect that what are the reasons of why we do not live up to the expectations of customers. Is
there any product promotion problem or adv. problem?

Through the help of end users we can reach the final decision. Although 72% of people were
aware about the customers. And 28% of people were not aware about the customer.

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Freq. Percentage
Yes 65 72
No 25 28
Total 90 100

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Q.-3 Who influences your decision to buy clothes?

The purpose of asking, this question was to know that with whose influences customers purchase
the fabric.

Influence plays a very vital role in affecting the preference and choice of people . Better quality
life, along with exposure and education are making children and young adults increasingly
participating in purchase decision and are becoming brand conscious with strong brand
preference.

As it is often seen, during purchase of fabric most of the purchasers are influenced by their well-
known and in the form of peer pressure i.e. either any friend/colleague or family members who
can judge better the customer on his overall look/personality.

As for example: women are considered to be more influencers an ( I deeply interested in people,
family and community) involvement .

Therefore companies who market to them by focusing on these aspects, rather than solely on the
product, are far more likely to capture their attention. Moreover, the company should never allow
their sales associates to talk down to them.

Moreover sometimes advertisements and retailers also influence the customer to purchase the
product as e.g. any design/shade, shown in the advertisement is in demand. Or it may be possible
that the retailers influence customer, pushing him to purchase a specific brand/quality. Besides
these, there can be several other influences as well.

In case of fabric purchase, the survey shows that about the customer’s nature

Page | 58

Freq. Percentage
Advertisement 14 16
Friend 39 43
Family
Member 34 38
Retailer 2 2
Other 1 1
Total 90 100

- Company should have to concentrate on final customer , therefore they should
give more advertisement on news paper and local media .

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Q.-4 which of the given garments you like to get stitched?

This question was asked to enquire which of the garments the customers like to get stitched .

As the taste, fashion and preferences of the customers are changing,
26% people prefer to get a blazer stitched.
34% people prefer to get trouser stitched
21% people prefer to get shirt stitched
13% people prefer to get 2pcs suit stitched
6% people prefer to get safari stitched

Here, above result shows that a large proportion of the population have shifted to READY-TO-
WEAR segment and affected the scale of fabric a lot. This shift, to readymade garments is
mainly due to heavy stitching charges, time consuming with uneasy fitting given by the tailors.
However, the above analysis may not be right in the truest sense as the, location factor plays an
vital role in deciding the taste and fashion of the customer. It was difficult to analyze to the
improper responses and understanding of the respondents. In most of the cases, respondents have
marked only one of the option as answer to this question.

With the result obtained, the company should produce more fabric usable for trousers &shirt
purpose. Moreover, it should encourage the young adult male by its advertisements attracting
them for the product.

The company can too by-furcated or expand its activities by not just providing the customers the
best quality fabric at cheaper rate but by entering into READY-TO-WEAR segment and
providing it in cost effective way to the customer

Page | 60

Freq. Percentage
2Pcs Suit 12 13
Safari 5 6
Blazer 23 26
Trouser 31 34
Shirt 19 21
Total 90 100

- Therefore, the company should try to manufacture the READYMADE garments
by using its integrated manufacturing facility and receive high margins on that.

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Q.-5 which of the fabric brands you prefer to buy?

As we know that brand image play a vital role in the market. One powerful brand, may work
better than ten weak brands. If a product has a good brand image, then even if there are some,
loop holes in the product or in the company’s policy, it will not affect the market. But company’s
having a lower or less brand image, has to struggle in the market against its price
competitiveness with its competitors or the quality of the product. Besides, strong brand can help
companies to extend their offerings into newer product and develop a critical mass.

Brand awareness is high not only in pure retail terms, but also disseminated through media
advertising. Fashion wears especially for male, features heavily together with branded
merchandise. In this respect DIGJAM conforms to current retail pattern with luxury and
premium quality goods featured quite widely in prominent exclusive show rooms. Brand
awareness with visibility can be with help of planned advertising activity.

It was necessary to know in the survey that which brand the customers want to purchase, whether
it’s DIGJAM, or RAYMOND, or REID & TAYLOR, or OCM, or any other.

As per survey was conducted in local area of Jamnagar and many more city within the
GUJARAT(SURAT , AHMEDABAD, RAJKOT,VADODRA ), where the factory of DIGJAM
product is located, most of the preferences, about
24%of the people, were in favor of DIGJAM product is located,
14% of people give their preference to REID & TAYLOR .
3 % of people give their preference to OCM.
49% of people give their preference to RAYMOND
10% of people give their preference to OTHER.
The reason behind its not brand image in customer mind is that there are showing very less
advertisement on T.V. or DIGJAM has just 25 outlet whole over the India which very less that
he RAYMON is about 600 outlet in all over India .

Page | 62

Freq. Percentage
DIGJAM 21 24
REID &
TAYLOR 13 14
OCM 3 3
RAYMOND 44 49
OTHER 9 10
Total 90 100

Through, the company should try to manufacturing the readymade garments by using its
integrated manufacturing facility and reap high margins on that.

Page | 63

Q.-6 what is your view on DIGJAM fabric?

For a company it’s an important things to know, whether their product overall view on the
market is having a positive impact or a negative one. As such e.g. in the customer’s viewpoint
“LEE” jeans are considered to be a costly one, as compared to other jeans manufacturing
company. The view over a product varies with each mid even-person depending upon his likings,
dis-likings, financial resources available etc.

A more satisfied customer is likely to be more co-operative and brand loyal to the company. But
the key growth for a company is, what conditions govern the increase and decline of satisfaction
of a customer? If these can be identified, can they be influenced? Customers with higher rates of
satisfaction generate significantly higher performance outcomes resulting in higher sales.
Whenever customer had been asked about their view on DIGJAM fabric and it observed that

Page | 64

Freq. Percentage
EXCELLENT 27 8
GOOD 43 48
SATISFACTION 22 24
NEED
IMPROVEMENT 11 12
POOR 7 8
Total 90 100

Interpretation: Company should try to give some gift to their customers with which company
can achieve maximum customers.

Page | 65

Q.-7 how would you perceive the quality of DIGJAM product?

Expertise and quality are the two key words that rightfully describe the company and its work.
To stand in the market arid to gain faith of the end consumer, it is essential for a company to
provide good quality product to the customer at a comparative cheaper price. As customer don’t
want to compromise on the quality. They want a return whatever they spent, either it is less or
more. Some observation is also made that customers are ready to spent a little more, but within
their budget, if they are getting a standard set of quality product.

The company is using latest technology machines, with the procedures as Laid down in ISO-
9001, to give the best output quality of product in the market for the end users of DIGJAM
brand.

There is no compromising in mill, as far as, quality is concerned with. At each and every point of
production, a quality control machine is installed, which regularly checks the fabric during the
process of production, Moreover, a quality control department is made, which, with the help of
imported sophisticated machines and with set standards of ISO-9001 gives a best output for its
quality.

Freq. Percentage
EXCELLENT 14 15
GOOD 58 65
SATISFACTION 13 15
NEED
IMPROVEMENT 1 1
POOR 4 4
Total 90 100

Interpretation: Company should try to manufacture itself, or if not possible, may even out-source
but it doesn’t be at the cost of quality of the fabric.

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Q.-8 At which level, you are satisfied with the DIGJAM’s product?

The main objective behind this question is to collect information about DIGJAM’S various
product. All product has some satisfactory level which mention in below figure as well as chart .

38% of people were satisfied with Suit.
32% of people were satisfied with Blazer.
14% of people were satisfied with Trouser.
14% of people were satisfied with Shirt.
2% of people were satisfied with Shawl.

Page | 67

Q.-9 What are your perception about the various Design & Color of the DIGJAM fabric?

Change are a part of life in the growing market change is constant innovation is the key to
success and makes business profitable in the long run, here be it in terms of product, design,
marketing or price.

Differentiation and creativity are the most important hallmark in the modern era. The company
has to first identify the specific needs and tastes of customers and then making arrangements to
provide the desired lines and colors that appeal to the customers. Topics such as “Design as the
final differentiator” play an important role for a company. As the competition increases in India,
design and colors would need to be upgraded regularly to keep it with the changing requirement
of the customers. Since brand names and traditional advertising do not necessary translate in to
sales, exports say that the changing design and colors with respect to change in fashion and trend
holds the key to profitability.

In the survey about
16% of the people were feel excellent
48% of the people were feel good
20% of the people were feel satisfactory
12% of the people were feel need improvement
4% of the people were feeling poor.

As per the result and market condition it is impossible to satisfy each and every customer and
the company is spending a lot on making design and color development. But still it can make an
improvement in this sector by exploring the market and getting the feed backs from the dealers,
retailers and even from the customers about their needs and requirement and the latest changing
trends and fashion.

Page | 68

Freq. Percentage
EXCELLENT 14 16
GOOD 43 48
SATISFACTION 18 20
NEED
IMPROVEMENT 11 12
POOR 4 4
Total 90 100

Page | 69

Q.-10 Choose the range of DIGJAM product you prefer to buy .

The objective of asking this is to get information about the customer expectation . I n which
range they prefer to buy a DIGJA,M fabric. And here the factor affecting in purchase the
different type of fabric in different range is money means INCOME . The income profile is also
different in today’s India..
As per the result we can’t say that there are maximum people who want to purchase fabric at
higher price. But it’s fact that the range factor totally depend upon the income of the customer
Here company should not concentrate only on price but they should maintain the quality of the
fabric so they can able to attract to customer.

No. Of Range Freq. Percentage
150-300 16 18
300-475 34 38
475-800 25 28
800-1300 9 10
More than
1300 6 6
Total 90 100

Page | 70

Q.-11 How does your view the price-competitiveness of DIGJAM fabric with its competitors?

The main objective of asking this question to customer is that want to find out the current
market condition of DIGJAM and what kind of image set in customers mind compare to its
competitors like Raymond , Reid & Taylor etc.

As per the research result finds that

Rest of the people view is that the price of DIGJAM is average compare to its competitors.
Company has mass number of customer are in favor of it fabric but still company should
maintain their price as well as quality.

Freq. Percentage
Excellent 9 10
Good 49 55
Satisfaction 20 22
Need Improvement 9 10
Poor 3 3
Total 90 100

Page | 71

Q.-12 What do your feel about the packaging of DIGJAM product?

Company should maintain its quality as well as have to maintain its product packing for attract to
customers. If company provides good packing with its product so they can easily attract the
customers.

The survey also revealed the policy of the company. More than 85% of the people were satisfied
with company’s product packaging .
Result is shown in below chart .

Freq. Percentage
Excellent 13 18
Good 22 32
Satisfaction 24 35
Poor 4 5
Total 70 100

Page | 72

Q.-13 Where do you prefer to buy DIGJAM fabric?

The objective of asking this question was basically to know that from which outlet they want to
purchase and what their demand toward company is. Whether the DIGJAM brand is easily,
available to the end user or he has to travel less for purchase of the fabric.

As we observed in the research about Freq. Percentage
Exclusive Show
Room 31 39
Digjam retail shops 21 26
Shopping malls 28 35
Total 80 100

Therefore, the company should open make more exclusive show rooms and make more
retailers/dealers at such places to provide the customer with a cost effective and operationally
efficient location.

Page | 73

Q.-14 How would you evaluate the responses given to you by company/retailers to your
complain?
This question was asked to customer to get an insight into whether there is any complaint coming
up for the product and if ‘YES’ then responses given by the company/retailers is up to mark or
not.
The company policy is to produce the fabric at the best quality level to ensure no complaints. But
even if any complaints arises in the fabric and are forwarded to the company, the company takes
it very seriously. They, simply replace the genuine defective item with a fresh one without
loosing much of time.
The survey also revealed the policy of the company

Freq. Percentage
Excellent 6 12
Good 22 44
Satisfaction 12 24
Poor 2 4
Total 50 100

Therefore, company should concentrate on this 20% people who were unsatisfied and also
improve their outlet services.

Page | 74

Q.-15/16 Please states the services given by our retailer’s before/after purchase of our product ?

Services are one of the most important parameters to be kept in mind. The best of the product
may not sell if the service offered to the customers is not satisfactory. The key differentiator to
brand choice is pre sales and post sales service experienced. Since, word of mouth plays a very
vital role, good service experience will be essential for brands to survive, ir-respective of how
much they advertise or bring down price.

At this point, one might wonder, why would a customer especially drive to a shop, fight for
parking and then enter into a store and pay, a similar price for a similar product that he or she
would have purchased from any other store. The retailer is, until retailer do not pull up their
socks, offer unique services to the customers, it will be hard for them to attract the customers.
There are equal chances that a customer may get annoyed with a bad services as with a bad
product.

Before purchase service includes a warm welcome by the retailer to the customer, friendly
environment (if possible ), offering a glass full of water, comfortable seating, helping him to
choose the right fabric etc. So that, the customer become cool-minded, feels comfortable and
fully concentrates oil purchase of fabric.

After purchase service is about services rendered after the customer has made the purchase. This
may include helping the customer by informing him about the proper care of the fabric, washing
instructions, bidding him a proper good buy, offering cold drinks, snacks, tea, coffee or
providing good packaging to the product, giving home delivery service, proper billing listening
to any complaint or suggestions of the customers etc. These services are offered to attract the
customer to re-visit the retailer’s place again.

These findings were made in the survey too. It is not surprising to see that 80% of the people
were satisfied by the retailer before and after purchasing the product .

The reason behind dis-satisfaction was mainly due to the pact that not all the dealers/retailers do
an extra expense on the end-users, once the product is sold. Moreover, the customers always
enter at the retailer’s place for purchase of product, where earlier also lie had got full satisfaction
regarding the services rendered by the retailer or lie may be a referral client as well

Page | 75

Freq. Percentage
Excellent 6 12
Good 21 43
Satisfaction 13 27
Need
Improvement 8 16
Poor 1 2
Total 50 100

Page | 76

Q.-17 The distance of our digjam show room and retailer from your place?

The purpose of asking this question was basically to know that whether the DIGJAM brand is
easily, available to the end user or he has to travel a long distance for purchase of the fabric.
As we observed in the survey about 20% of the customers come from the area of 3 kms . to
purchase the fabric from the retailers counter’s counter and 22% of customer comes on an
average from 1,2and 4 kms. and 40% of the customers were from more than 4 kms.

This can be analyzed in two ways firstly, it can be seen as a strength for the company that it is
able to attract its customers not only in local areas but from far areas too. But still on an average
17% of the customer were from the near or adaptive places. This shows tile brand loyalty mid
brand image which the company has in the customer’s mind.

Therefore, the company should open their exclusive show rooms and make more retailer/dealers
at such places to provide the customer with a cost effective and operationally efficient location.
The distribution of distance of DIGJAM retail outlet /showroom from customer’s place is shown
above. But this data itself is not sufficient to make any decision. We also need to know as to how
much distance a customer is willing in order to make a fabric/garment purchase. This

Questionnaire assumes that a distance of 4km and above is ‘FAR’ for customer. In place like
metropolitan cities, customers are willing to move to distances of around 20 km . in order to get
good quality/reasonable prices/good brands, etc.

Page | 77

Freq. Percentage
Very Near 3 3
Near 13 15
Average 20 22
Far 16 18
Very Far 38 42
Total 90 100

Page | 78

Q.-18 Rank the media you are in touch with (maximum to minimum)

The purpose of asking this question was to know the media habits of the end user so that
accordingly the advertising plan can be prepared by the company. Brand awareness and visibility
can be achieved with the help of planned advertising activity.

This means that we should adequate presence on television, newspaper and magazines.
Again the limitation was that if the survey was conducted in any other metropolitan city, the
result might very a lot.
Freq. Percentage
T.V. 43 48
News Paper & Magazine 25 28
Radio 11 12
Internet 6 6
Other 5 6
Total 90 100

Page | 79

Q.-19 What do you feel about the T.V. advertisement of DIGJAM fabric?

All your efforts of choosing the right advertising medium, the right vendors to promote your
product, drawing up a marketing strategy, tying up with the local store, would prove to be
useless, if your product does not cut through the marketing din and stand out. In a market that is
bursting at its seams with posters, banners, signs etc, visibility is a tough battle to be won. A
battle won over visibility is wining half the battle in marketing your product.

Imaging seeing a big carving of your favorite dessert from a very far off distance or seeing huge
ducks on a building! Stunningly huge graphics would no doubt stand out from the other
advertisements. But at the same time, if you think of putting up huge billboards, well that would
neither solve the purpose, nor are they worth the hassles they bring with them.

As in modern era, without good advertisement policy it is not easy task to catch up the customers
and influence or attract them to buy the product. Moreover, the brand image of the company also
builds up with more advertisement. As in television, advertisement is shown at the national level,
the reach ability of the company towards its customers is at a higher side. So, mostly companies
aim to give their ads at national level.

With the question being asked about the television ads of DIGJAM fabric, a large number of
sample populations were un-satisfied with the advertisement of DIGJAM in television channels.
62% of the people were un-satisfied with adv. on television and rest 38% of the people were
satisfied with adv. on television.

Page | 80

Freq. Percentage
Excellent 4 4
Good 9 10
Satisfaction 3 3
Need
Improvement 32 36
Poor 42 47
Total 90 100

Page | 81

Q.-20 What do you feel about the magazine & news paper?

Giving advertisement at local area is an important source of generating revenue and sales for
any enterprise. As once the brand name becomes famous in local area, it gradually increase its
area ,build its image at national level.

This question asked to get the view of the customer regarding the magazine and news paper
advertisement of DIGJAM fabric. The result of the survey shows that about 78% people were
satisfied & 22% people were unsatisfied.

Therefore, the company should give some extra advertisement to regain its market position at
least at the regional level.

Moreover, as the company had some financial constraints, so regional level ads on newspapers,
magazines or local channel should be preferred.

Page | 82

Freq. Percentage
Excellent 2 3
Good 11 12
Satisfaction 13 14
Poor 33 37
Total 90 100

Page | 83

Customer expectation from DIGJAM

- More Bridal Collection
- I Want Readymade Formal Garments.
- Readymade Garments
- Readymade Fancy Jacket.
- Make More Adv. So Customer Can Aware About Your Product
- Readymade Shirt
- Readymade Trouser
- Need More Improvement In Marketing....
- Only Readymade Shirt...
- Mfg. Readymade Cloth
- Jacket
- Readymade Garments
- Mfg. A Ready To Wear Cloth
- At Low Price Middle Class People Afforded It.
- Quality Oriented
- Ladies Wear In Domestic Market

Page | 84

7.9 FINDINGS
Findings during the survey were: -

At present company’s more emphasis is on the export business, which is adversely
affecting its domestic market.

Lack of promotional activities at national as well as in regional level.

A sales promotional scheme floated by the company is not impressive.

Lack of innovative idea regarding new application of product.

The main thing in the customers mind is that company manufactures only woolen fabric.

Main complaints in P.V. fabric regarding its quality, price with feel and finish.

Page | 85

SUGGESTIONS

• DIGJAM should go into the fashion shows because fashion shows serves as an
interesting way to showcase your products and seasons offering to your customer.
• Company should improve its promotional activities
• Company should aim and try to hit the right mark with teenagers too
• It should also step into new segments like readymade garments, cotton fabric, shawl and
blankets.
• DIGJAM should go into the fashion shows because fashion show serves as an interesting
way to showcase your products and seasons offering to your customers.
• Company should strategically locate its outlet in different areas.
• Company should direct its attention on the shop-in-shop retail format for greater market
penetration.
• To create awareness in areas of north an east, company should prefer advertising through
niche magazines.

Page | 86

BIBLIOGRAPHY / WEBOGRAPHY

BOOK REFERENCES

 By Kotler Philip, Keller Kevin Lane, Koshy Abraham, Zha Mithileshwar , Marketing

Management (13TH Edition) ,Pearson Education Ltd.

 By Cooper Donald P., Schindler Pamela S., Business Research Method (9th

Edition), Tata-McGraw Hill Publishing Co. Ltd.

WEB REFERENCES

www.digjam.co.in.
http://pages.infinite.net/rodrigo/satisfaction.html
http://www.pressganey.com
www.cssp.org
http://www.apple.com

Page | 87

CHAPTER-9-ANNEXURE

DIGJAM LIMITED. JAMNAGAR
{Customer Questionnaire}

1. Are you aware about DIGJAM product?

a. Yes b. No

2. Who influences your decision to buy clothes ?

a. Adv. b. Friends c. Family Members d. Retailers
e. Others.

3. Which of the given garments you like to get stitched ?

a. 2Pcs Suit b. Safari c. Blazer d.
Trouser e. Shirt

4. Which of the following fabric brands you prefer to buy ?

a. DIGJAM b. Reid &Taylor c. OCM d.
Raymond e. Others ________.

5. What is your view on DIGJAM fabric ?

a. Excellent b. Good c. satisfactory d. Need
Improvement e. Poor

6. How would your perceive the quality of DIGJAM products ?

Improvement e. Poor
Page | 88

7. What are your perception about the various design & colors of the DIGJAM
fabric ?

Improvement e. Poor

8. Choose the Range of DIGJAM products you prefer to buy.

a. 150 -300 b. 300 – 475 c. 475 - 800 d. 800 - 1300 e. More than 1300

9. How do your view the P rice-Com petitiveness of DIGJAM fabric with its
competitors?

Improvement e. Poor

10. What do your feel about the packaging of DIGJAM products ?

Improvement e. Poor

11. Where do you prefer to buy DIGJAM fabric ?

a. Exclusive Show Room b. DIGJAM Retails Shops b.
Shopping Malls

12. How would you evaluate the responses given to you by
Co./Retailers to your
Complain?

Improvement e. Poor

13. Please state the services given by our retailers before purchasing
our products.

Improvement e. Poor

Page | 89

14. Please state the services given by our retailers after purchase of
our products.

Improvement e. Poor

15. The distance of our DIGJAM Show Room and Retailer from your place.

a. Very near b. near c. Adaptive d.
Far e. Very Far
(1 KM) (2 KM) (3 KM) (4 KM)
(More then 4 KM)

16. Rank the MEDIA you are in touch with. (Maximum to Minimum)

a. Magazines and Newspapers b. T.V. c. Radio d. Internet e.
Others_________.

Rank 1 2 3 4 5
Assign
alphabets
as per rank

17. What do you feel about the T.V. Adv. of DIGJAM fabric?

Improvement e. Poor

18. What do you feel about the M agazine and N ew spaper Adv. of DIGJAM
fabric ?

Improvement e. Poor

Page | 90

19. Suggestions:_________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
_______________________________________________________

20. What is your expectation from DIGJAM? Which type of product you want from
DIGJAM?
_________________________________________________________________
______
_________________________________________________________________
______
_________________________________________________________________
______

Consumer Details:

Name:
______________________________________________________________________
Occupation: _____________________.
Age: ________________________ yrs.
Marital Status: ___________________
Annual Income: __________________
City: ___________________________

Page | 91

EXAMPLE PERFORMANCE APPRAISAL FORM

DIGJAM LIMITED
(DIGJAM WOOLLEN MILLS)

Confidential
Performance & Competency Assessment: 2006

Name : Department :
Designation : Qualification :
Date of Joining :

Please rate the employee on a scale of 1-5 on the following parameters:
Scale of rating: (Excellent-5, Very good-4, Good-3, Average-2, Unsatisfactory-1)
KNOWLEDGE/ SKILLS/ATTRIBUTES RATING/SCORES

1. A) ATTITUDE IMMD.SUP. HOD
• Regularity in attendance
• Punctuality
• Desire to learn
• Attitude towards work

B) RELEVANT PROFESSIONAL KNOWLEDGE
• Professional Qualification for the
• Relevant experience on the job

C) CONCEPTUAL SKILLS
• Ability to analyzer & use data
• Recognizing problem / improvement Areas
• Suggesting solutions on above

D) FUNCTIONAL SKILLS
• Setting priorities for work
• Target orientation
• Timely delivery of job

E) INTERPERSONAL SKILLS
• Ability to get along with juniors
• Ability to get along with peers
• Effective listening

F) LEADERSHIP SKILLS
• Ability to plan, Organize & control
• Assertiveness
• Ability to articulate & motivate Page | 92
• Ability to take decisions

G) POTENTIAL ASSESSMENT IMMD.SUP. HOD
• Ability to further improve in current job level
• Ability to take additional / higher responsibilities at same level
• Ability to take up a cross –functional rule
• Level of Ambition

2. Please describe briefly any significant contribution / achievement
on the job during last one year:

3. Please list down a few strengths of the employee:

4. Please list down a few specific areas if any where employee needs improvement:

5. Any suggestion on methodology for brining in improvement in the areas listed at (4) above, e.g. any
specific need based tailor-made training, job rotation etc.

Total scores by immediate superior:

Total scores by HOD:

Unit Head:

Date:

Page | 93

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