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INTRODUCTION
1.1. BACKGROUND OF THE COMPANY
Trident Group is a dynamic and continuously growing group of companies with businesses spanning
across 65 countries and a turnover of more than Rs. 25 billion. With an employee headcount of
more than 10,000, it strives to add value to 20,000 people at our multi-location branches like
Ludhiana, Barnala, Chandigarh, Delhi, Mumbai & Budhni (Madhya Pradesh). Achieving a CAGR of
more than 30%, Trident Group is one of the fastest growing group of companies of India.
Trident Group is a conglomerate group with Businesses in:
Towel
Paper
Yarns
Chemicals
Energy
IT
Leveraging business from an expanding product portfolio, Abhishek Industries Limited, the flagship
company of the group, is One of the Largest Terry Towel Manufacturers of the world(Capacity of
13.5 million pieces/month or 3300 MT per month). Trident Group is one of the world's largest Agro-
Based Paper Manufacturers (Capacity of 400 TPD) and one of the largest Yarn producers in India
(Ring Spun and Open End Yarn out of cotton, synthetic and special fibers from its 2,26,752 spindles
and 1920 rotors spread in Punjab and Madhya Pradesh.)
With a focus towards Energy conservation & creating a green environment, Trident Group has a
Power Plant producing Steam and Power using eco-friendly processes. The total Production Capacity
of the unit is 49.4 MW. The Chemical unit is a leading Sulphur based Sulphuric Acid manufacturer in
the Northern India with market share of more than 70% in Punjab.
TRIDENT YARN
Dhruv Mathur (10DM-044)
Trident Yarn started in 1993 with modest 17,300 spindles at Barnala (Punjab), under a highly
competitive environment with established players in the industry. Today, the company can boast of
being one of the eminent manufacturers & suppliers of high performance knitting & weaving yarns.
Since 1993, Trident Yarn has come a long way. Presently with 2,26,752 Ring Spindles, 1920 Rotors &
3200 Doubling spindles(TFO).
Some of the key facts about Trident Yarn are:
Trident Yarn is one of the most modern and hi-tech units existing in the country today.
An edge that our mill has over others is its proximity to Raw material base i.e. PHR (The
cotton belt starts from Barnala onwards) and we get the best-suited cotton in our count
range i.e. ne 12s to 30s at relatively less prices.
Customer base vis-à-vis our production capacity is one of our main strengths. We have
developed market in all parts of India and abroad (especially Delhi and Ludhiana which
are best suited for us). We also nurture our own Terry Towel plant.
Facilities for producing Open End Yarn for captive consumption as well independent
market sale.
Today other than 100% cotton yarn, we also manufacture Slub Yarn, Dye Fast Cotton
Yarn, PVA yarn, Acrylic Yarn, Hollow Yarn and Zero Twist yarn to cater to varied
requirements and tastes of our customers
Dhruv Mathur (10DM-044)
1.2 RATIONALE OF THE STUDY
To sustain the already high growth rate, Trident group needs to expand its operations and presence
in new products and markets respectively.
To bring this into practice, Mélange yarn is being added to the existing product basket of the Trident
Group. With the addition of this product, Trident India would slowly enter the value added yarn
segment which would help fetch higher profit margins and in the group’s multi-dimensional
expansion.
Can be summarized as:-
Sustain the growth Rate.
Utilize increased capacities provided by Dhola Plant and Capitalize on the Growing demand
of Value added Yarn.
The demand, the specifications and norms used by suppliers and the overall market
potential for Mélange yarn.
Assessment of the existing competition in the Mélange yarn market.
These three implies the need to study the market is a way that can bring out the strategies needs to
be implemented to help Trident sustain the growth rate it is enjoying currently. The Yarn is a
Commodity Product in which branding and positioning has less than significant impact on the total
sales of the company. So the differentiating factors have to be operational to ensure growth and
profitability. Now the Main Factors which can feature in Differentiating our product are:-
Lead Time
Sampling
Quality
Range of Mélange shades
Based on the Study of importance of these parameters and other details the above study
could be designed for better positioning of Trident Yarn in the Markets.
1.3 SCOPE OF THE STUDY1 Target Sample: Consumers of Melange Yarn
2 Sample Size: 68
3 Markets: Delhi/NCR, Mumbai, Ahmadabad, Ludhiana & Tirupur
4 Point of Contact: - Owners of the company
Dhruv Mathur (10DM-044)
- General Managers
- Yarn Purchasing Managers
- Agents
- Business heads
-
1.4 PRODUCT INFORMATION
Mélange yarn is made of two or more different coloured fibers which are spun after fully mixing,
therefore creating a unique mixed colour effect.
Features of mélange yarn
Environmental Friendly: mélange yarn is a yarn dyed product, which means that part of the fibers
are dyed before mixing into the raw fibers (those fibers that have not been dyed) for spinning.
Mélange yarn processing can save around 50% water compared to the conventional processing of
spinning before dyeing, and reduces around 50% of waste water, which all feature mélange yarns
with apparent advantages of energy saving, emission reduction and environmental protection.
Fashion: Mélange yarn can present multiple colours on one single yarn, which gives it rich colours,
slenderness and tenderness. Textile made of mélange yarn has a certain ambiguous cyclical
effect. High quality mélange yarn products should not just be the sole criteria but also
demonstration of the internationally fashionable colours in mélanges to enrich the colour series of
mélange yarn and fashion elements, broaden the colourful world of fashion accessories, to meet
the requirement of consumers, winning acknowledgement and praise from international experts of
colouring and terminal brand designers both at home and abroad.
Technology: Mélange yarn has unique dyeing process, and is highly technological in terms of fiber
dyes, colour matching, and mixed textile of multiple fibers. It is important to successfully
developed core technologies that are cutting-edge in the industry, obtaining many invention
patents.
Applications of mélange yarn
Dhruv Mathur (10DM-044)
Mélange yarn is widely used in warp and weft knitting machines, various V-bed knitting machines,
and winding machines, etc... Mélange yarn is applicable to underwear textile, casual wear,
sportswear, shirts, business suites, socks and all sorts of cloth products, as well as bed linens, towels,
decorative fabrics and other home fabric products.
RESEARCH PROBLEM
2.1 PROBLEM STATEMENT/OBJECTIVE
Dhruv Mathur (10DM-044)
The overall problem statement/objective is ‘Market Mapping of Mélange yarn’. This has been
broken into following sub-objectives:
Find out the Market Demand for Melange Yarn.
Find out the major suppliers dealing in Melange yarn.
Find out the competitors in Melange Market.
2.2 EXPECTED DELIVERABLES
To find out Market Size of Melange Yarns in all five Markets.
To find out the competitors in the markets.
Submit a comprehensive catalogue of Melange yarn for Trident group.
RESEARCH DESIGN
Dhruv Mathur (10DM-044)
3.1 RESEARCH METHODOLOGYIn developing a Research Methodology for Business to Business Market Research Projects, a
combination of qualitative and quantitative Research is mostly used. Quantitative research deals in
numbers logic and the objective, while qualitative research deals in words, images and the
subjective. Qualitative Research is used when more in depth or perceptual data is required, and
Quantitative is used where it is critical to elicit generalise-able results. Because qualitative data can
be complex and viewed at many levels, many techniques of data collection and analysis have been
developed to cope with this. Some of these include depth interviews, SPSS and Delphi Technique.
Quantitative forecasting techniques include market testing and statistical demand analysis.
The overall Approach to be followed in this Research would include:
1. Discussion with the Business Head, Project Guide and Team Leads about the requirements from
the project.
2. Interact with Heads of various departments to get familiar with the product specifications and
markets. This will help understand the processes and requirements better.
3. Preparing a questionnaire which can bring out answers to our questions.
4. Visit to a pilot set of client sites before finalizing the Questionnaire so that some feedback can be
taken upon factors to concentrate on while designing the Questionnaire.
5. Finalize design of the Questionnaire and Market Research Proposal.
6. Visit customer sites and collect the needed data through a Depth Interview.
7. Analyze the data.
Dhruv Mathur (10DM-044)
Figure 1: Research Methodology
3.2 KIND OF INFORMATION COLLECTED
The kind of information collected will be:
Melange Yarn Consumption of various markets in all five categories and overall
market size.
The payment terms in use for dealing in Melange.
The prominent shades in use in grey as well as coloured Melange
Data about customer’s business specifications.
Existing competition in Melange yarn market.
3.3 METHOD OF ADMINISTERING THE QUESTIONNAIRE
The Questionnaire will be administered by Personal interviews. Appointments will be scheduled to
collect the information. Additional information, if needed, would be collected by telephonic
interviews.
Dhruv Mathur (10DM-044)
Understand Requirements from the Project Guide.
Understand product through
Induction process.
Insight of the Industry working from Leads of
Various Markets.
Interact with Experienced leads to
prepare questionnaire.
Visit local market for Pilot
testing.
Finalize the Questionnaire with inputs of Industry.
Visit the clients to collect the
Data.
Analyze the Data.
3.4 TYPES OF QUESTIONS ASKED
Objective close end question to find out about competitors business.
Product related questions.
Payment terms related questions
Channelling information based questions
Rank order rating scales question to find out about customers preferences and
experiences.
Subjective questions to get quality inputs from business heads.
3.5 AVEGARE INTERVIEW TIME
15 – 20 MINUTES.
3.6 SAMPLING PLANSampling would be Judgmental Sampling. The factors taken into consideration before selection of
the sample were:
Customer’s consumption of Melange Yarn.
Time vs information factors.
Competitiveness in the market.
Accounts were finalized by Mr. Kirti and Mr. Vishal for Delhi market, Mr. Jeetubhai for Ahmedabad
market, Mr. Hardik Simlani for Mumbai market with the help of Mr. Madhusudan, Full Circle Textiles
and Mr. Pramod for Ludhiana market under the guidance of Mr. Manoj Bansal and Mr. Sandeep
Tayal.
3.7 SAMPLE SIZEThe survey is conducted on 68 fabric or garment manufacturers.
Dhruv Mathur (10DM-044)
3.8 QUESTIONNAIRE DESIGNThe questionnaire is divided into 4 parts on the basis of the 4Ps of marketing, in order to get a
holistic view of the Melange market.
Product:
This part of the questionnaire consisted of questions relating to
I. Quantity of yarn procured per month
II. Blends of yarn procured for Mélange
III. The most procured count range
IV. The prominent shades in grey and coloured mélange
V. The sample type required for approval after labdiping.
Price:
This part of the questionnaire consisted of questions related to, the payment terms usually
followed by the particular customer and a broad idea of the prices of mélange yarns, if
disclosed.
Promotion:
This part of the questionnaire consisted of questions related to the importance given to the
following parameters:
I. Delivery Lead Time
II. Quality of Yarn
III. Payment Terms
IV. Price competitiveness
V. Long Term Relationship
VI. Sample Lead Time
VII. Brand Value/Reputation
VIII. Labdiping
IX. Accessibility
Place:
This part of the questionnaire consisted of questions related to the channels used for
procurement. The dealing could be either direct or indirect through agents.
Dhruv Mathur (10DM-044)
DATA COLLECTION
4.1 DATA COLLECTIONA total of 68 Customers were sampled for market research of Melange Yarn across the following
markets:
13
15
20
17 3
Customers covered
LudhianaDelhi/NCRTiruppurMumbaiAhmedabad
Figure 2: Customers covered as per Region
4.2 CUSTOMERS COVERED Table 1: Customers Covered as per Region
S. No. Customer Name Contact Person City
1 Juneja Global Mr. Manoj Mishra Mumbai
2 Texport Industries Mr. Nirmal Agarwal Mumbai
3 Samrat Gems Impex Mr. Inder Gyanchandani Mumbai
4 Texport International Mr. Santosh Pandey Mumbai
5 Alok Industries Mr. Kamlesh Sawant Mumbai
6 Esjay Industries Mr. Rajkumar Anchpal Mumbai
7 Kanan Knitwear Mr. Anil Patekar Mumbai
8 India Fashions Mr. Dileep Prabhakaran Mumbai
9 Dweta Graments Mr. Sunil Mandora Mumbai
10 Defiance Knitting Mr. Manoj Oza Mumbai
11 Just Textiles Mr. Nandkishore Mumbai
12 Suditi Industries Mr. Deepak Naik Mumbai
Dhruv Mathur (10DM-044)
13 William Industries Mr. Sani Mumbai
14 Kaytee Corporation Mr. Chotu Mumbai
15 Fulchand & Sons Mr. Sundesha Mumbai
16 Cison Mr. Shiva Mumbai
17 Virat Industries Mr. Rajesh Kamble Mumbai
1 Arvind Ltd Mr. jiger Dave Ahmedabad
2 Bhoomi Textile Mr. C P Singh Ahmedabad
3 Komal Texfab Mr. Choudhari Ahmedabad
1 Radiance International Mr. Dhandapani Tiruppur
2 Krillo Garments Mr. Veerappan Tiruppur
3 Bhagvathi Exports Mr. Ramalingam Tiruppur
4 Wintrack Exports Mr. Ramulu Tiruppur
5 Vaishnav Knits Mr. Elango Tiruppur
6 JED Mr. Thangavel Tiruppur
7 Glassy Garments Mr. Sai Kumar Tiruppur
8 Norsting textiles Mr. J Ravi Tiruppur
9 SM International Mr. Torai Tiruppur
10 Shreenidhi Mr. Nachamuthu Tiruppur
11 Amba-Tex Global Mr. Trehan Tiruppur
12 KSM Exports Mr. Kannann Tiruppur
13 Geethalaya Mr. Sudhakar Tiruppur
14 Poppy's Knitwear Mr. Kapilan Tiruppur
15 ESS ENN Exports Mr. Sundar Tiruppur
16 Eastman Exports Mr. Divyanathan Tiruppur
17 Meridian Apparels Mr. Vijaya Kumar Tiruppur
18 Geena Garments Mr. Muthu Tiruppur
19 Best Corporation Mr. Balaji Tiruppur
20 Perfet Knits Mr. Ramaswami Tiruppur
Dhruv Mathur (10DM-044)
1 Elegant Dyeing & Processing Mr. Vijay Bhatia Delhi/NCR
2 V & S International Mr. B D Sharma Delhi/NCR
3 Rolex Mr. Manoj Kadam Delhi/NCR
4 PEARL Mr. Himanshu Delhi/NCR
5 Shivalik Prints Mr. Durgesh Mishra Delhi/NCR
6 Dhruv Global Mr. V K Jain Delhi/NCR
7 Super Fashion Mr. Khatri Delhi/NCR
8 Richa Industries Mr. S S Dubey Delhi/NCR
9 Asmara Apparels Mr. Rahul Delhi/NCR
10 Ginni Filaments Mr. Shailendra Jain Delhi/NCR
11 BL International Mr. Saxena Delhi/NCR
12 Super Overseas Mr. Nischai Bhalla Delhi/NCR
13 Paragon Apparels Mr. Deepak Kamboj Delhi/NCR
14 Modelama Exports Mr. Jusant Kumar Delhi/NCR
15 Knitcraft Mr. Sandeep Khurana Delhi/NCR
1 Sriyansh Mr. Ganesh Sharma Ludhiana
2 Oswal Fashion Mr. Tarsem Sharma Ludhiana
3 Octave Apparels Mr. Abhishek Ludhiana
4 Vallabh KnitKraft Mr. Sandeep Ludhiana
5 Kay Jain Hoesiry Mr. Hansraj Ludhiana
6 Nagesh Mr. Sanaullah Ludhiana
7 Sahyog International Mr. Rajeev malhotra Ludhiana
8 Hans Fashion Mr. Hitesh Gambhir Ludhiana
9 Khanna Exim Mr. Vikas Ludhiana
10 SuperFine Mr. Ajit Lakada Ludhiana
11 Vallabh Yarns Mr. Vinay Jain Ludhiana
12 Veenus Mr. Suresh Jain Ludhiana
13 Vallabh Fabrics Mr. Surinder Ludhiana
Dhruv Mathur (10DM-044)
ANALYSIS
5.1 CONSUMPTION OF MELNAGE YARN
5.1.1 According to ClassAccording to Consumption we have divided all the customers in three Classes.
Class A: Consuming greater than or equal to 50 tons per month
Class B: Consuming greater than 5tons and less than 50tons per month
Class C: Consuming less than 5 tons per month
Consumption, in tons, on the basis of Classes is depicted in the following figure:
850
400
100
Quantity Consumed as per Class of Customers
Class AClass BClass C
Figure 3: Quantity Consumed as per Class
The number of customers in each Class is as follows:
Class Number of Customers
Class A 9
Class B 24
Class C 35
Class A customers:
Dhruv Mathur (10DM-044)
Table 2: List of Class A Customers
Customer Name CityQuantity
consumed/month (tons)
Alok Industries Mumbai 150
JED Tiruppur 50
Amba-Tex Global Tiruppur 60
Eastman Exports Tiruppur 200
Shivalik Prints Delhi/NCR 150
Dhruv Global Delhi/NCR 60
Ginni Filaments Delhi/NCR 60
Knitcraft Delhi/NCR 50
Veenus Ludhiana 75
Class B Customers:
Table 3: List of Class B Customers
Customer Name CityQuantity
consumed/month (tons)
Poppy's Knitwear Tiruppur 40
Arvind Ltd Ahmedabad 35
Texport Industries Mumbai 25
Norsting textiles Tiruppur 25
Octave Apparels Ludhiana 25
Kay Jain Hoesiry Ludhiana 25
India Fashions Mumbai 23
Meridian Apparels Tiruppur 20
Dhruv Mathur (10DM-044)
Best Corporation Tiruppur 20
V & S International Delhi/NCR 20
PEARL Delhi/NCR 20
Shreenidhi Tiruppur 15
Rolex Delhi/NCR 15
Vallabh KnitKraft Ludhiana 15
Esjay Industries Mumbai 10
Wintrack Exports Tiruppur 10
SuperFine Ludhiana 10
Dweta Graments Mumbai 7
Komal Texfab Ahmedabad 7
Super Fashion Delhi/NCR 7
Richa Industries Delhi/NCR 7
Oswal Fashion Ludhiana 7
Defiance Knitting Mumbai 6
Hans Fashion Ludhiana 6
5.1.2 ACCORDING TO REGIONThis survey was conducted across the following cities and regions to map the Mélange market in
India:
Ludhiana
Delhi/NCR
Tiruppur
Mumbai
Ahmedabad
The consumption of mélange yarn, in tons, according to the region is shown in the figure below:
Dhruv Mathur (10DM-044)
250
50
450
400
200
Quantity Consumed as per Region
MumbaiAhmedabadTiruppurNew DelhiLudhiana
Figure 4: Quantity Consumed as per Region
In the above figure we find that the major share of the mélange yarn market lies in Tiruppur and
Delhi/NCR region (63% of all mélange yarn).
5.2 BLENDS USED IN MELANGE YARN
Melange yarn is usually procured in three types of blends:
100% cotton
Cotton-Viscose
Cotton-Polyester
Now in the latter two categories, the blend percentages are specified for different orders, e.g. 85%
cotton and 15% polyester or 90% cotton and 10% viscose blend.
Thus the yarn specification is given as:
“10 tons of 85-15 CV” => 10 tons of yarn made of 85%cotton and 15% Viscose.
Fabric and Garment manufacturers procure different blends according to orders, thus the
percentage consumption of Melange yarn according to blends is as per the following pie chart:
Dhruv Mathur (10DM-044)
Class A Class B Class C0
20
40
60
80
100
CPCV100% cotton
Analysis - Blends - Class wise
Figure 5: Blend analysis as per Class
We have not considered the percentage break-up of CV and PC yarns as it would have made our
spectrum very wide and would not have been useful as the data would not be order specific.
We will analyse the blends used with respect to the class of customers as follows:
CV
11%-20%
21%-40%
41%-60%>6
0%CP
11%-20%
21%-40%
41%-60%>6
0%
100% cott
11%-20%
21%-40%
41%-60%>6
0%
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
Analysis - Blends- Class A
Class A
Figure 6: Blend Analysis of Class A
In the above figure, we notice that Class A customers want 100% cotton the most in comparison to
PC or CV.
In the figure below, we notice that Class B customers buy 100% cotton melange and Cotton-
Polyester being the second in line in terms of quantity.
Dhruv Mathur (10DM-044)
CV
11%-20%
21%-40%
41%-60%>6
0%CP
11%-20%
21%-40%
41%-60%>6
0%
100% cott
11%-20%
21%-40%
41%-60%>6
0%
0
0.1
0.2
0.3
0.4
0.5
0.6
Analysis - Blends - Class B
Class B
Figure 7: Blend analysis of Class B
In the figure below, we see that Class C customers buy as per order requirement. They do not have
any set trend. But we could stress on that even in Class C 100% cotton is very popular.
CV
11%-20%
21%-40%
41%-60%>6
0%CP
11%-20%
21%-40%
41%-60%>6
0%
100% cott
11%-20%
21%-40%
41%-60%>6
0%
0
0.05
0.1
0.15
0.2
0.25
Analysis - Belnds - Class C
Class C
Figure 8: Blend analysis of Class C
The figure below shows the overall trend in the domestic market on the basis of Blends of melange
yarn being bought as per the market survey. Even in this analysis, we see that 100% cotton is the
most popular blend in melange yarn market in India. Thus customers in all regions and classes buy
100%cotton.
For a region specific perspective we find the trends in the below shown figure:
Dhruv Mathur (10DM-044)
Mumbai Delhi Ludhiana Tiruppur Ahmedabad0
102030405060708090
100
CP
CV
100% cotton
Analysis - Blends - City wise
Figure 9: Blend analysis as per Region
We find that 100% cotton dominates the markets in Mumbai, Ahmedabad and Delhi. In Ludhiana
customers prefer all blends of yarn. In Tiruppur customers prefer cotton followed by PC and CV
blends.
Overall everyone is buying 100% cotton the most. In Tiruppur and Ludhiana there are a few
customers who buy only PC blend.
5.3 COUNT RANGE USED IN MELANGE YARNDuring this research project, the count range in use for Mélange yarn has been consistent
throughout customers. The prominent counts used in mélanges are:
20 Ne
24 Ne
26 Ne
30 Ne
32 Ne
34 Ne
40 Ne
The fastest moving counts amongst these are: 24 Ne, 30 Ne and 34 Ne as per the analysis.
Out of the 68 customers visited, India Fashions in Mumbai expressed the requirement for 2 ply
mélange yarn as they are manufacturing sweaters which require 2 ply thread only.
Dhruv Mathur (10DM-044)
They require: 2/20, 2/32 and 2/30 counts for sweaters. However, they consume more of coloured
mélange yarn than grey mélange.
5.4 SHADES OF MELNAGE YARNThe third parameter after blend and count to describe a mélange yarn is its shade. Different
percentages of black sliver mixed with white sliver yields different shades of mélange yarn. Some of
the prominent shades are:
1% black, 5% black, 7% black, 15% black, 60% black and 65% black.
But, as per the survey the shades in use are order specific however the above mentioned shades
could be categorized as fast moving.
The Spinning mills producing mélange yarn offer their range of shades in the form of catalogues or
Shade-cards. The more the number of shades, the better.
Shade matching is one of the most important pain-point for any mélange yarn supplier. The shade
matching is also called labdiping process, described below:
In case the shade is not approved the first time, the price is re-negotiated for the second approval,
as this process of labdipping increases the final lead time for the garment supplier.
Currently, the number of shades being offered by different mélange yarn suppliers are mentioned
below:
Table 4: Competitor analysis as per No of Shades available
Supplier No. of Shades Offered
Winsome 600
Vardhman 650
RSWM 400 - 500
Bros 900 + 576 (2 ply)
Amarjyothi 350-450
Dhruv Mathur (10DM-044)
Designer nominat
es the shade
required to fabric manufac
turer
Fabric manufac
turer forward
s the shade to
Yarn supplier
Yarn supplier creates
a recepie for the shade
Fabric manufact
urer is given 3 to 4 options of shades
for approval
Once approved, the
yarn supplier supplies
yarn
Figure 10: Online Shade card by Bros
5.5 COMPETITORS In Mélange yarn market we will analyze the competition with respect to the region. We have
analyzed competition in this fashion due to the following reasons:
To estimate Mélange yarn customers’ preference to buy from Mélange yarn suppliers on the
basis of location/lead time.
We intend to derive if the Mélange yarn manufacturers target specific markets strategically
for maximized sales.
Dhruv Mathur (10DM-044)
To analyze competitors, we take into account the major Mélange yarn suppliers mentioned by the
customers during the survey, apart from a few area specific suppliers.
Mumbai Tiruppur Delhi Ludhiana 60
0.10.20.30.40.50.60.70.80.9
VardhmanWinsomeAmarjyothiRSWMSulochanaChenab
Competitor Analysis
Figure 11: Competitor analysis as per Region
To further analyse the competitors we found the customers of mélange yarn of RSWM which are
listed below:
M/S. Eastman Exports Ltd. M/S. Alok Industries Ltd. M/S. Welspun India Ltd.
M/S. Arvind ills Ltd. M/S. Gupta Exim (India) Pvt Ltd. M/S. Scm Garments Pvt Ltd.
M/S. Tiruppur Surya Hitec
Apparels
M/S. Venus Garments (India) Ltd. M/S. Page Industries Ltd.
M/S. Maral Overseas Ltd.
Thus, these are the premier customers of mélange yarn catered by RSWM and so by Winsome,
Vardhman and other mélange yarn suppliers.
Now, every mélange yarn supplier has a minimum amount fixed that would be supplied per shade.
Winsome and Vardhman both do not supply below 500kg of a particular shade. If they do, an up-
charge is added in the costing.
5.6 LEAD TIME ANALYSISLead time is one of the most important paramenters for any supplier. A garment supplier is generally
given a deadline to deliver the final garment. The sourcing of yarn, knitting to manufacture fabric
Dhruv Mathur (10DM-044)
then manufacturing garments all need to be done within this deadline. Thus the lead time of
mélange yarn is a very important factor for any customer.
With respect to regions, the lead time analysis is as follows:
In Mumbai, most of the customers prefer 45 days lead time for mélange yarn, same for Tiruppur as
well. In Ahmedabad around 20 days is the usual lead time offered and in Delhi, around 30 days is the
generally accepted lead time. In Ludhiana, lesser lead time is expected and so around 20days is the
regular lead time.
Mumbai Ludhiana Tiruppur New Delhi Ahmedabad0
0.10.20.30.40.50.60.7
<20 days20 days30 days45 days60 days
Lead Time Analysis - Regional
Figure 12: Lead Time Analysis as per Region
The yarn suppliers dispatch the yarn in order of the customer preference they have set. Generally a
yarn supplier would like to cater its premier customer before a small quantity customer. This is
shown below:
Class A Class B Class C05
101520253035404550
<20 days20 days30 days45 days60 days
Figure 13: Lead time analysis as per Class
Dhruv Mathur (10DM-044)
Class A customers look forward to the yarn within 45 days. The reason for larger lead time for Class A
is that the orders are usually large to fulfill in lesser time.
Class B usually gets their yarn in 20 days or 45 days. This depends on the order they have at hand. If
the order is of the regular shade and count, they might even find it in the ready stock and get in
lesser time. Otherwise it may take 45 days.
Class C expects to get their yarn in around 30 days of lead time. They are second on any priority list
of any supplier, so even though the quantity ordered might be small, they may take time to get their
yarn.
5.7 PAYMENT TERMSIn the yarn market there exist a lot of agents, because the payment terms preferred by suppliers and
customers don’t match every time. But to tap on export houses and bigger customers who deal
directly it is important to study the payment terms followed by them.
We will analyze the payment terms on the basis of Class of customers and Region.
There could be payment by three modes broadly: Credit, L/C or Cash.
In case of Credit, the yarn is procured and payment is done after a specific pre-decided amount of
time.
L/C or letter of credit is issued by the bank of the customer if the customer’s credit limit permits the
same. This L/C can be discounted or encashed by the supplier at any point of time feasible.
In case of cash payments, the suppliers usually offer some discount to promote cash payments. This
is called CD (cash discounts). These are on the basis of the day of the payment from the delivery.
In the following analysis we will analyze the behavior of credit takers, L/C issuers and Cash payment
customers separately.
We will start with Class wise analysis with credit takers. In the figure below, we notice that Class A
customers usually prefer credit of 30 days. Class B on similar lines consider a credit of 30 days,
whereas Class C has diverse taste and the credit terms are flexible.
Dhruv Mathur (10DM-044)
Class A Class B Class C0
10
20
30
40
50
60
<15 days15 days30 days45 days60 days>60 days
Figure 14: Credit days analysis as per Class
In the table below, we describe the trend of credit taker as per region. We notice that maximum
number of customers prefer 30 days credit throughout regions.
Only in Tiruppur there is a bend towards 45 days and 60 days and only in Tiruppur there are
customers who even take yarn on >60 days credit.
Table 5: Credit analysis as per Region
Payment Terms - Credit
Mumbai Ludhiana Tiruppur New Delhi Ahmedabad
<15 days 0 1 2 2 1
15 days 0 4 3 3 0
30 days 7 3 7 5 0
45 days 2 2 4 1 1
60 days 2 1 4 2 1
>60 days 0 0 1 0 0
Coming to Cash Discounts, analyzing class wise, under Class A only 2 customers were gaining in cash
discounts, 3 in Class B and 1 in Class C.
Observations from personal interaction at the time of in-depth interviews revealed that for mélange
yarn, the customers, even if they pay in cash, are not given cash discounts in a lot of cases. Secondly
Cash payments are not very popular amongst mélange yarn customers.
Coming to the region wise analyses, we see that in Mumbai and Ahmedabad there is no cash
discount being given to any customer. The data given by the customers for cash discounts is not very
credible by judgmental analysis and Delphi interviews with the agents.
Dhruv Mathur (10DM-044)
Table 6: CD days analysis as per Class
Payment Terms – CD
Class A Class B Class C
at sight/advance 2% 3%
1 day
2 day 1.50%
3 day 1% and 1.5% 1%
7 day 1% 2% and .5%
15 day 0.70% 0.50%
Table 7: CD days analysis as per Region
Payment terms – CD
Mumbai Ludhiana Tiruppur New Delhi Ahmedabad
at sight/advance 2%/3%
1 day
2 day 1.5%
3 day 1% 1.5% and 1%
7 day .8%, 1.5% and 1%
15 day .5% 1%
Letter of credit is generally issued when dealing with a new customer or when the supplier needs
security of payment. Thus it is usually preferred by the supplier but not by the customer. We see
that in the class wise analysis, Class A has very few L/C issuers and only in the 90 days L/C segment.
Class B is not very different with a few customers issuing 60 days L/C whereas Class C is diverse and
no common pattern is available in class C customers.
Table 8: L/C usance days analysis as per Class
Payment Terms - L/C
Class A Class B Class C
at sight 0 0 1
30 days 0 0 0
45 days 0 0 1
60 days 0 2 1
90 days 2 2 1
Dhruv Mathur (10DM-044)
Region wise analysis shows that mostly all L/Cs are of higher duration ranging from 60 days to 90
days over all regions. The number of days depend on the size of the order and the amount of
payment to be done.
Table 9: L/C usance days analysis as per Region
Payment terms - L/C
Mumbai Ludhiana Tiruppur New Delhi Ahmedabad
at sight 0 0 0 0 0
30 days 0 0 0 0 0
45 days 0 1 0 1 0
60 days 1 2 1 1 0
90 days 1 1 2 0 1
5.8 CHANNELSWhen we talk about the 3rd P of marketing, Place, we talk about channeling, as to how the supply
chain functions. If the dealing is direct or through agents. In our analysis we have taken this into
account and the city wise analysis is as shown below:
Mumbai Delhi/NCR Tiruppur Ahmedabad Ludhiana0
0.2
0.4
0.6
0.8
1
DirectAgentBoth
Analysis - Channeling - Citywise
Figure 15: Channels analysis as per Region
We notice that in Mumbai, most of the customers deal directly with the yarn suppliers, similar case
in Tiruppur. In Ludhiana and Delhi the customers are flexible to deal directly or through agents. In
Ahmedabad however, agents run the show.
Dhruv Mathur (10DM-044)
In the Class wise analysis, we come to see that Class A prefers Direct dealing. There are absolutely no
customers who deal only through agents. Class A customers sometimes resort to agents when they
deal with smaller yarn suppliers thus the lobby of customers who say they deal directly and with
agents when required. In Class B agents and direct dealing have the same statistical figures so the
Class B is flexible. In Class C the customers usually deal through agents or say that they deal both
ways, directly or through agents.
Class A Class B Class C0
0.1
0.2
0.3
0.4
0.5
0.6
DirectAgentBoth
Analysis - Class wise - Channels
Figure 16: Channel analysis as per Class
Dhruv Mathur (10DM-044)
5.9 PROMOTION
Buying behaviour of the mélange yarn customers is very important to study in order to position
Trident Yarn in the market.
To map the buying behaviour, we surveyed the customers for their preference for the following
parameters:
Delivery Lead Time
Quality
Payment Terms
Price
Long term Relationship
Sample lead time
Brand value
Labdiping
Accessibility
To analyse the above parameters, we use Factor analysis with the help of SPSS version 16.
First, we run the correlation test to check if we can divide the 9 parameters into factors. The
obtained SPSS outputs are given below:
Table 10: SPSS Analysis Descriptive Statistic
Descriptive Statistics
Mean Std. Deviation Analysis N Missing N
Delivery 4.12 .368 68 0
Quality 3.96 .403 68 0
Payment Terms 3.47 .610 68 0
Price 3.97 .517 68 0
Long Term
Relationship
2.81 .652 68 0
Sample Lead Time 3.50 .533 68 0
Brand Value 3.29 .670 68 0
Labdiping 4.26 .614 68 0
Accessibility 3.44 .500 68 0
Ideally the Determinant of the Correlation matrix should be 1 to depict no correlation between the
variables in consideration. Here, we have the determinant = .362, thus we find correlation between
Dhruv Mathur (10DM-044)
variables and hence we shall proceed with Factor Analysis to reduce the variables into lesser number
of Factors. The SPSS output of the correlation matrix is given below:
Table 11: Correlation Matrix
Before starting with the Factor analysis, we run the Kaiser-Meyer-Olkin test (KMO Test) to test the
adequacy of the sample size. As we have the KMO Measure of Sampling adequacy =.514 ( >.50) thus
our sample size of 68 is adequate for Factor Analysis. The SPSS output of the KMO Test is given
below:
Table 12: KMO and Bartlett's Test
Now, we find the number of
factors adequate to define the
buying behavior of the customers
in the table below:
Table 13: Total Variance Explained
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KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .514
Bartlett's Test of Sphericity Approx. Chi-Square 64.258
df 36
Sig. .003
The above table is derived from the Principal Component Analysis using SPSS version 16. As per the
output, 74.615% of the total variance can be explained by 4 factors formed from the 9 variables.
Thus we consider 4 factors for the factor analysis.
Now, to divide the 9 factors into 4 factors, we use the rotated component matrix, rotated by using
Kaiser Normalization. The values >.45 are to be considered to be valid under a particular factor. Thus
the valid values are highlighted in the SPSS output given below:
Table 14: Rotated Component Matrix
Rotated Component Matrixa
Component
1 2 3 4
Labdiping .709 .162 .227 .130
Sampleleadtime .707 .078 .059 -.070
PaymentTerms -.578 .087 .475 -.039
Longtermrelationship -.058 .843 .097 -.034
Brandvalue .341 .753 -.039 .090
Price .020 -.051 .838 .155
Accessibility .302 .146 .584 -.305
Delivery .361 -.170 .105 .760
Quality -.306 .349 -.102 .683
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 7 iterations.
The same table is graphically explained below:
Dhruv Mathur (10DM-044)
We now decide the nomenclature for the four factors according to the variables constituting them.
1. Sampling: Labdiping and Sample Lead Time
2. Reputation: Brand Value and Long Term Relationship
3. Service: Delivery Lead Time and Quality
4. Payment Preference: Payment Terms, Price and Accessibility
To double check the result from the factor analysis, we find the correlation between the factors
grouped together by using the Spearman Correlation Test.
To find out that the data is Normally distributed. So, we execute the Kolmogorov Smirnov test for
Normality whose SPSS output is shown in the table below:
Table 15: Kolmogorov-Smirnov test
Thus the test shows that the Test distribution is normal.
Now finding the correlation between Brand Value and Long term relationship:
Table 16: Correlation between Brand Value and Long Term Relationship
Correlations
Brandvalue Longtermrelationship
Spearman's
rho
Brand Value Correlation Coefficient 1.000 .392**
Sig. (2-tailed) . .001
N 68 68
Long Term Relationship Correlation Coefficient .392** 1.000
Sig. (2-tailed) .001 .
N 68 68
**. Correlation is significant at the 0.01 level (2-tailed).
Thus the above test shows that the two variables are correlated since the correlation is significant
at .01 and we have a value 0.001<0.01 303355555
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Table 17: Correlation between Sampling and Sample Lead Time
Correlations
Labdiping Sampleleadtime
Spearman's
rho
Labdiping Correlation Coefficient 1.000 .374**
Sig. (2-tailed) . .002
N 68 68
Sample Lead Time Correlation Coefficient .374** 1.000
Sig. (2-tailed) .002 .
N 68 68
**. Correlation is significant at the 0.01 level (2-tailed).
Now, as per the 4 factors found, we will further analyze the data on the basis of the Region.
Dhruv Mathur (10DM-044)
MARKET PROFILING
6.1 MUMBAI Market – A profile:Product:
Blend: 85% customers buy100% cotton & 50% CV
Count: 24 Ne, 30 Ne
Shades: 1% Black, 10% Black, 15% Black and 60% Black
Suppliers: 60% market by Vardhman & Winsome
55% market by RSWM
Lead Time: 45 days
Price:
Payment terms: 40% customers use 30 days Credit
No customer pays in cash.
12% customers use 90 days L/C
Promotion:
Important Parameter: Lead Time and Quality
Place:
Channel: Direct sales
Dhruv Mathur (10DM-044)
6.2 DELHI/NCR Market – A profile:Product:
Blend: 90% buy 100% cotton and 45% buy CV
Count: 24 Ne, 30 Ne and 36 Ne
Shades: 1% Black, 5% Black, 15% Black and 60% Black
Suppliers: 77%Vardhman and 72% Winsome
30% RSWM and 25% Chenab
Lead Time: 30 days
Price:
Payment terms: 35% customers use 30 days Credit
13% customers pays in cash with CD of 3 days @ 1 or 1.5%
13% customers pay in 45 to 60 days L/C
Promotion:
Important Parameter: Quality and Sampling
Place:
Channels: Both, through agent and direct sales
Dhruv Mathur (10DM-044)
6.3 TIRUPPUR Market – A profile:Product:
Blend: 87% customers buy 100% cotton and 62% buy CP
Count: 24 Ne and 30 Ne
Shades: 1% Black and 60% Black
Suppliers: 65% Amarjyothi and Sulochana
Lead Time: 45 days
Price:
Payment terms: 35% customers 30 days credit
20% customers 45 days credit
10% customers prefer CD at sight or on 3rd day @ 1%.
5% customer prefers 90 days L/C
Promotion:
Important Parameter: Lead Time and Sampling
Place:
Channel: Direct sales
Dhruv Mathur (10DM-044)
6.4 LUDHIANA Market – A profile:Product:
Blend: 75% customers buy 100% cotton and 75% buy CP
Count: 20 Ne, 24 Ne and 26 Ne
Shades: 5% Black, 15% Black and 60% Black
Suppliers: 85% Winsome and 60% Vardhman
Lead Time: 15-30 days
Price:
Payment terms: 30% customers prefer 15-30 days Credit
10% customers prefer CD, 1 week @ 1%.
12% customers prefer 30/60 days L/C
Promotion:
Important Parameter: Lead Time and Price
Place:
Channels: Through agents
Dhruv Mathur (10DM-044)
OBSERVATIONS:
• If the quantity ordered is lesser than the minimum limit specified by the supplier, an
upcharge is added to the costing.
• E.g Winsome upcharges 20/- if the order is below 500kg in one shade. Mélange is a value
added product - 45 to 70 rupees costlier than normal yarn.
• Minor variation in shade is acceptable in sampling but no compromise in the blend
• Sampling process should be done within 7 days.
• Only Chenab does sampling in 7 days.
• Sometimes the fabric manager can convince the brand/export house to procure yarn from a
particular supplier
• Export houses usually source yarns from suppliers, they were unaware of the range of
products offered by Trident e.g. Bamboo etc…
• Apart from mélange VORTEX has been popular in the yarn market
• Mélange is used in bulk when producing undergarments or sports wear and not much in kids
wear and fashion
• Chenab and RSWM are substitutes for Vardhman and Winsome
• Customers sometimes buy from any supplier due to deadline constraints, so availability and
fast query response is very important in mélange
• Vardhman is known for quality and customers are willing to pay a premium for it
Dhruv Mathur (10DM-044)
SUGGESTIONS
Target Segment – Class A and Class B
Product – 100% cotton – ecrew, 5%black and 15%black
Stock able mélange – CP/CV 85-15, 60%black and 15%black
Payment terms – 30 days Credit or 60-90 days LC
Channels – Direct sales to Brands and Export houses
Sales through agents to Class B and Class C
Shade Card – Start with 150-200 shades
Online shade card
Name for Trident Melange –
Indradhanush/Colora/Espectro/Spectrum
Update shade book every year or half yearly – Being done by
Vardhman and Bros
Sampling – Mention the range of products offered by Trident on every sample
sent
• None of the major players have much penetration in Tiruppur due to lead time problems. If
we may stock some mélange in Budhni plant, may be Tiruppur could be better captured.
• Bangalore has export houses and garment brand offices which should be tapped
• Innovative shades should be created for the shade card
• Mélange shade book should be available with the agents and customers by October because
the buying season would be around November/December for the next year
Dhruv Mathur (10DM-044)
CONCLUSION
1. Tiruppur and Delhi are the biggest markets – 60% of total Mélange in India
2. 100% cotton sells the most – 65% of all customers
3. CP and CV are cheaper but fast moving on low scale
4. Delhi and Bangalore have Export houses and Brands
5. Target market should be Class A to get into 1st preference of customer with Vardhman and
Winsome
6. Payment Terms – 30 days Credit
7. Channels – Both sales through agents and direct sales
Pain Points:
Sampling – If the shade is not approved, purchase might be cancelled
Lead time – 30-45 days from the day of yarn order
Dhruv Mathur (10DM-044)
REFERENCES
Texprocil
Marketing Management : Philips Kotler
The art of Marketing : Geoffrey Radall
Marketing plan : Don Belelak
Marketing Research : Naresh Malhotra
www.fibretofashion.com
www.indiamart.com
www.learnmarketing.net
www.checkline.com/textile_test_instruments
www.emergingtextiles.com
www.melangeonline.net
www.winsomegroup.com
www.vardhman.com
www.yarn.rswn.in
www.bros.com.hk
Dhruv Mathur (10DM-044)
APPENDIX I
Mumbai Market – Surveyed data:
Dhruv Mathur (10DM-044)
Tiruppur Market – Surveyed Data:
Dhruv Mathur (10DM-044)
Delhi/NCR Market – Surveyed Data:
Dhruv Mathur (10DM-044)
Ludhiana Market – Surveyed Data:
Dhruv Mathur (10DM-044)
APPENDIX IIQuestionnaire:
Name of the Supplier: _____________________________________
Date: _____________________________________
Contact No.: _____________________________________
PRODUCT
1. How long have you been in this business?
_________________________________ .
2. What business are you into?
a) Knits: Please specify Flat Circular
b) Yarn dyeing
c) Woven: Please specify Bottom Weights
Home furnishing (Sheeting/Curtains/Towels/Rugs)
Shirting
Denim
Others, please specify ______
3. Which product do you supply?
a) Fabric b) Garment c) Dyed yarn
4. How much average quantity of melange yarn do you buy (in tons) in a month?
______________________________________ .
5. Which melange yarn do you prefer buying the most?
a) 100% cotton b) Cotton-Poly c) Cotton-Viscose d) Others, Please specify _________
6. According to the percentage of Melange yarn quantity bought, please tick the
appropriate option in the table given below:
0% 0-10% 10-20% 20-40% 40-60% >60%
100% Cotton
Dhruv Mathur (10DM-044)
Cotton-Poly
Cotton-Viscose
Others, pls specify
7. What count of melange yarn do you prefer buying?
Count Quantity bought (Tons)
10 Ne
16 Ne
20 Ne
24 Ne
30 Ne
32 Ne
Others, please specify______________
8. Please specify the quantity of melange yarn bought from the specific melange yarn
suppliers.
Supplier Quantity (tons)
9. What percentage mix of grey melange yarn do you most prefer to buy?
5% 15% 65% others
100% Cotton
CV
PC
Others, pls specify
10. How much sample quantity of melange yarn do you usually prefer?
a) >2kg b) 2kg - 5 kg c) 5 kg – 10 kg d) >10 kg
Dhruv Mathur (10DM-044)
PRICE
11. How much lead time is usually offered to you?
a) <15 days b) 15-30 days c) 31- 50 days d) >50 days
12. What payment terms do you prefer?
a) Cash discount b) Credit c)L/C d) Others, please specify_________
13. In case of cash payments, please mention the relevant percentage of cash discount
offered in front of the appropriate number of days.
Cash Discount Number of days
14. In case of L/C, how many days of credit do you prefer?
a) 0 – 15 days b) 15-30 days c) 30 – 60 days d) >60 days
15. Please specify the average price difference between Normal and Melange yarn.
____________________________________ .
Dhruv Mathur (10DM-044)
PROMOTION
16. In which reference are the melange shade requirements quoted?
a) Pantone No. b) Bros (China) c) Reference sample d) Vardhman e) Winsome
e) Others, please specify _________
17. What kind of promotional strategies do the different melange yarn suppliers adopt?
Supplier Promotional strategy (incentives/material/schemes)
18. Please tick the appropriate importance rating, 0 being not important and 4 being
most important, of the parameters enlisted in the following table for purchasing
melange yarn from a particular supplier:
0 1 2 3 4
Delivery lead time
Quality of yarn
Payment Terms
Price Competitiveness
Long term relationship
Sample Lead time
Brand Value/Reputation
Labdiping
Accessibility
PLACE
Dhruv Mathur (10DM-044)
19. Who is your biggest customer?
___________________________________ .
20. Which channel do you use for buying melange yarn?
a) Direct b) through Agent c) Others, please specify _____________
21. Do you deal in any other value added yarn (modal, bamboo, lycra, slub, etc.), please
specify?
___________________________________ .
Dhruv Mathur (10DM-044)
Table of Contents
INTRODUCTION.....................................................................................................................................1
1.1. BACKGROUND OF THE COMPANY.........................................................................................1
1.2 RATIONALE OF THE STUDY...........................................................................................................3
1.3 SCOPE OF THE STUDY..................................................................................................................4
1.4 PRODUCT INFORMATION............................................................................................................4
RESEARCH PROBLEM.............................................................................................................................6
2.1 PROBLEM STATEMENT/OBJECTIVE..............................................................................................6
2.2 EXPECTED DELIVERABLES.............................................................................................................6
RESEARCH DESIGN.................................................................................................................................7
3.1 RESEARCH METHODOLOGY.........................................................................................................7
3.2 KIND OF INFORMATION COLLECTED............................................................................................8
3.3 METHOD OF ADMINISTERING THE QUESTIONNAIRE...................................................................8
3.4 TYPES OF QUESTIONS ASKED.......................................................................................................9
3.5 AVEGARE INTERVIEW TIME.........................................................................................................9
3.6 SAMPLING PLAN..........................................................................................................................9
3.7 SAMPLE SIZE................................................................................................................................9
3.8 QUESTIONNAIRE DESIGN...........................................................................................................10
DATA COLLECTION...............................................................................................................................11
4.1 DATA COLLECTION.....................................................................................................................11
4.2 CUSTOMERS COVERED..............................................................................................................11
ANALYSIS.............................................................................................................................................14
5.1 CONSUMPTION OF MELNAGE YARN..........................................................................................14
5.1.1 According to Class...............................................................................................................14
5.1.2 ACCORDING TO REGION.....................................................................................................16
5.2 BLENDS USED IN MELANGE YARN..............................................................................................17
5.3 COUNT RANGE USED IN MELANGE YARN..................................................................................20
5.4 SHADES OF MELNAGE YARN......................................................................................................21
5.5 COMPETITORS...........................................................................................................................22
5.6 LEAD TIME ANALYSIS.................................................................................................................23
5.7 PAYMENT TERMS.......................................................................................................................25
5.8 CHANNELS.................................................................................................................................28
5.9 PROMOTION..............................................................................................................................30
MARKET PROFILING.............................................................................................................................35
Dhruv Mathur (10DM-044)
6.1 MUMBAI Market – A profile:.....................................................................................................35
6.2 DELHI/NCR Market – A profile:..................................................................................................36
6.3 TIRUPPUR Market – A profile:....................................................................................................37
6.4 LUDHIANA Market – A profile:...................................................................................................38
OBSERVATIONS:...................................................................................................................................39
SUGGESTIONS......................................................................................................................................40
CONCLUSION.......................................................................................................................................41
REFERENCES........................................................................................................................................42
APPENDIX I..........................................................................................................................................43
Mumbai Market – Surveyed data:...................................................................................................43
Tiruppur Market – Surveyed Data:..................................................................................................44
Delhi/NCR Market – Surveyed Data:................................................................................................45
Ludhiana Market – Surveyed Data:..................................................................................................46
APPENDIX II.........................................................................................................................................47
Dhruv Mathur (10DM-044)
TABLE OF FIGURES
Figure 1: Research Methodology...........................................................................................................8Figure 2: Customers covered as per Region.........................................................................................11Figure 3: Quantity Consumed as per Class...........................................................................................14Figure 4: Quantity Consumed as per Region........................................................................................17Figure 5: Blend analysis as per Class....................................................................................................18Figure 6: Blend Analysis of Class A.......................................................................................................18Figure 7: Blend analysis of Class B.......................................................................................................19Figure 8: Blend analysis of Class C.......................................................................................................19Figure 9: Blend analysis as per Region.................................................................................................20Figure 10: Online Shade card by Bros..................................................................................................22Figure 11: Competitor analysis as per Region......................................................................................23Figure 12: Lead Time Analysis as per Region.......................................................................................24Figure 13: Lead time analysis as per Class...........................................................................................24Figure 14: Credit days analysis as per Class.........................................................................................26Figure 15: Channels analysis as per Region.........................................................................................28Figure 16: Channel analysis as per Class..............................................................................................29
Dhruv Mathur (10DM-044)
TABLE OF TABLES
Table 1: Customers Covered as per Region.........................................................................................11Table 2: List of Class A Customers.......................................................................................................15Table 3: List of Class B Customers........................................................................................................15Table 4: Competitor analysis as per No of Shades available................................................................21Table 5: Credit analysis as per Region.................................................................................................26Table 6: CD days analysis as per Class..................................................................................................27Table 7: CD days analysis as per Region...............................................................................................27Table 8: L/C usance days analysis as per Class.....................................................................................27Table 9: L/C usance days analysis as per Region..................................................................................28Table 10: SPSS Analysis Descriptive Statistic........................................................................................30Table 11: Correlation Matrix................................................................................................................31Table 12: KMO and Bartlett's Test.......................................................................................................31Table 13: Total Variance Explained......................................................................................................31Table 14: Rotated Component Matrix.................................................................................................32Table 15: Kolmogorov-Smirnov test....................................................................................................33Table 16: Correlation between Brand Value and Long Term Relationship..........................................33Table 17: Correlation between Sampling and Sample Lead Time........................................................34
Dhruv Mathur (10DM-044)