INTERNSHIP REPORT ON ARVIND LIFESTYLE BRANDS

“ARROW”

UNDER THE SUPERVISION OFMs. HARLEEN SAHNI

PRESENTED BYGUDDAL BHAI

MFM 09-11

Introduction(LALBHAI GROUP)

• It operates in Business of Textile, Yarns and Garments.

• It was started in 1931.• These products are manufactured and

marketed through The Arvind Mills Ltd. The Arvind Products Ltd. Arvind Lifestyle Brands Ltd.

Introduction(ARROW)

• It is one of the Premium Brand, Arvind Lifestyle Brands Limited; manufactures, brands, markets, distributes and retails.

• The operations expand throughout India, Nepal, Bangladesh, Sri Lanka and the Middle East.

• Under license from Phillips Van Heusen, USA.• Premium Brands category also comprises of IZOD

, GANT, FLYING MACHINE ,MEGAMART, US-POLO.

Offerings

ARROW

Shirts(Casuals/Formals) Trousers(formals/semi-formals) Suits Knits(sweaters/T-shirts) Accessories

/Undergarments

Organizational Chart

• Organizational structure C:\Users\GSGUDDALS\Desktop\hyperlink.docx

Categorical Offerings(SHIRTS)

SHIRTS

1851 President Classic Premium

Process Flow

FORECASTING

CHANNEL WISE

/MONTH WISE

BREAKUP

APPROVAL BY CHANNEL

HEADSOTB

LINE PLAN(MINI

MUMS CONSIDERAT

ION)

SOURCES OUT/PROCURES SAMPLES

APPROVALFINAL

RANGE PLAN

Process flow in ordering of MERCHANDISE

SAMPLING Manufacturing Selection

ORDER PLAN Performa Invoice Approval

PURCHASE REQUISITION

Prepared on SAP

Subject to Approval froma

various departments

Process flow in ordering of MERCHANDISE

PO(PURCHASE ORDER)

Approval by SCM

Approval by Merchandiser

POs Merchandising Files

Account purposes Vendor Price Stickering

Department

FINISHED GOODS Arvind Logistics POD is sent to

vendor

STUDY OF MERCHANDISE MIX OF ARROW WOMEN’s WEAR

Product and Price

• Arrow women’s wear offering ranged into five subcategories namely:

1. Formal wears2. Casual wears3. Semi-formals and 4. Party wears5. Inner-wear/ Accessories

Physical Environment

The merchandise related with women’s category was aptly displayed so as to provide a clear view of variations and designs.

The presentation can be improved by not indulging in repetitions of same decorating item.

The presentation can be improved by keeping the contrasting Background which will enhance the visibility factor as well as give store a non-disguising look.

Physical Environment

• Display should be done to reduce the barrier of resistance and inertia and Mannequins should be placed where most no. of people can see the products on display .

• Men’s category occupy most of the space. It can be understood in terms of sales contribution, but it is also necessary to better communicate for Women’s Wear so mixing the merchandise with appearance of female mannequins and products in moderate proportion is suggested.

Other PsPEOPLESPeoples associated with every single Women’s wear

store comprised of 3 people, 1 store manager and 1 Female as well Male assistants to help customers in the Store.

PLACEBangalore with its unique Demographical profile.PROMOTIONARROW Women’s does it through Hoardings, Print

Ads and different sales promotion scheme.

MARKET SURVEY

AWARENESS

AWARE UNAWARE0

10

20

30

40

50

60

X-AXIS: NO. OF RESPONDENTS SHOWING AWARENESS AND UNAWARENESS Y-AXIS: TOTAL NO. OF RESPONDENTS

TYPE OF ADD-ONS DEMANDED IN CASUAL TOPS/T-SHIRTS

PRINTS MORE COLORS TEXTURED AND EMBROIDED

FIT STYLE0

5

10

15

20

25

30

35

40

45

50

X-AXIS: DIFFERENT TYPES OF ADD-ONS/CHANGES Y-AXIS: NO.OF RESPONDENTS

TYPE OF ADD-ONS DEMANDED IN SEMI-FORMAL TOPS/SHIRTS

COLORS STYLE AND DESIGN FIT/COMFORT ADD-ONS ACCESSORIES0

5

10

15

20

25

30

X-AXIS: DIFFERENT TYPES OF ADD-ONS/CHANGES Y-AXIS: NO.OF RESPONDENTS

ADD-ONS/CHANGES PREFERRED FOR SUITS/BLAZERS

COLOR FABRIC FIT DESIGN0

5

10

15

20

25

30

35

X-AXIS: VARIOUS ADD-ONS/CHANGES

Y-AXIS: NO. OF RESPONDENTS

ADD-ONS/CHANGES PREFERRED FOR FORMAL SHIRTS

COLORS CHECK AND STRIPES CUSTOMIZED FEATURES FIT AND COMFORT0

5

10

15

20

25

30

35

40

45

50

X-AXIS: VARIOUS ADD-ONS/CHANGES Y-AXIS: NO. OF RESPONDENTS

RECOMMENDATIONS

• Must work on market other than Metros• Exploit the Ethnic wear market• Can work for RTS market