GRASIM INDUSTRIES: AN INTRODUCTION

Grasim was incorporated on 25 August 1947, exactly 10 days after India achieved independence. Grasim is more than an Industrial enterprise. It is the symbol of INDIA’S surge for economic and industrial liberation. Grasim is world largest producer of viscose staple fiber and edible oil and textile production.

Established in 1947, Grasim Industries Ltd. Has displayed remarkable business acumen to grow both vertically and horizontally. Grasim has tapped opportunities as a result of its dynamic approach to emerge as a leading industrial giant of our country.Today, it is more than an industrial enterprise; it is a symbol of India’s search for economic and industrial liberalization.

Grasim brand has differentiated itself as 'the power of fashion' with several innovative fabrics such as, Uncrushables, Ice Touch, Purista and Clean Fab, Aqua soft and E-Stretch. Grasim's strong nation wide retail network includes 110 exclusive showrooms as well as another 200 wholesalers and 12,000 multi-brand outlets through which it reaches its customers.

The Grasim brand has differentiated itself as 'the power of fashion' with several innovative fabrics such as, Uncrushables, Ice Touch, Freedom, Venetia, Purista, Clean Fab, and Aquasoft. Grasim’s strong nation wide retail network includes 60 exclusive showrooms as well as another 200 wholesalers and 12,000 multi-brand outlets through which it reaches its customers.

CHARACTERISTICS OF GRASIM INDUSTRIES

• This is one of the ten largest private sector companies in the country.

• It has a solid financial base.• A group of units producing various products.• The company is the domestic market leader & amongst

the top two producers in the world.• Accent is on accelerated growth and in each of its

major businesses its emphasis is on scaling up capacities and services.(Greenfield and Brownfield)

• India's largest and lowest-cost aluminum producer

• Largest producer of white cement in India.• Fastest-growing copper company in Asia• World leader in viscose staple fiber• Leading private sector mutual fund and insurance

company• Successful forays into software and BPO• World's largest single-location palm oil refinery• World's third largest producer of insulators

MISSION OF GRASIM

• Education for all: to secure them a brighter future.• Sustainable Livelihood: through training and education

for skill development.• Health care and Hygienic living conditions.• Family Welfare• Restoring self esteem of the physically handicapped• Empowerment of Women• Community Development: holistic development of the

community including

• Infrastructure• Espousal of social causes

MAIN PRODUCTS OF GRASIM

1 Viscose staple fiber 2 Rayon grade pulp 3.Cement 4.Textiles 5 Sponge Iron 6.Chemicals

PREMIUM BRANDS OF GRASIM SUITING

UNCRUSHABLES PURISTA CLEANFAB ICETOUCH FINESSE E-STRETCH FREEDOM

RESEARCH METHODOLOGY

Research DesignAs my study is based on analysis of secondary data and past

performance. So, my study is analytical and descriptive.

Survey Universe Survey universe of my study is JALANDHAR CITY

Survey Population

Survey population of my study includes Employee,Student and local citizen.

Sample SizeSample size is of 100 .

Sampling TechniqueSampling technique adopted for this research is randomly.

Information Collection

• Secondary Information: internet, magazines and other books.

• Primary Information : Primary information collected from Jalandhar with the help of questionnaire method.

Objectives of Study

Objectives established the goal and the aims of business and determine its shape of future events .Objectives are the way of achieving motives for profile or self service objectives represent a clear picture of activities which are sought to be achieved. Main objectives of BTM as given in its memorandum of Association are:-

To introduce new products and create markets.Customer’s services and customers satisfaction.Improving work culture among the employee.Continuous innovationImprove the advertising effectiveness.To ensure that large proportion of rates is directed towards the rural sectors and urban sectors.

Have you ever bought Graviera product ever?

Result:- 79% People says that they don’t purchase the graviera product.

Where do you rank?

Result:- Graviera get the 6th rank and the people says that Raymond is the most popular suiting.

Availability of Graviera product in retail shop is:

Result:-.70% people says that the availability of graviera product is average in retail shop

Finish of the Graviera fabric is:

Result:- 60% people says that finishing of graviera product is average .

How is advertising of Graviera Suiting?

Result:- 66% people says that advertising of graviera suiting is average.

The awareness level of Graviera suiting is:

Result:- The awareness of graviera suiting is normal. Most of the people know about that suitings.

How do you suggest improving it?

Result:-By the advertising on t,v. with the help of t.v. graviera improve the awareness in the people.

What is the most suitable price?

Result:- 41% people says that they prefer 150-200.

Which reason affect buying Graviera Suiting?

Result:-Quality is the main reason which effect the buying behavior of consumer

What influence you to buy fabric?

Result:- quality and the price of the fabric are the two main factor influence the buying the fabrics.

Are you aware with “Graviera Mr. India”?

Result:- 85% people don’t aware about it.

You buy Graviera mainly for:

Result:- most of the people purchase it for the trouser.

Are you satisfy with Graviera product?

Result:- 65%people are not satisfied with the graviera suitings.

CONCLUSION •8% of customers have used Graviera products. Raymond and Siya Ram have very good Brand image.

•A Graviera suiting is ranked sixth after Raymond, Siya Ram, Donear, and Vimal & Gwalior. Competitors of Graviera are Gwalior, Siyaram, kumars and Mayur.

•Graviera products are available at 9 out of 140 retail outlets. So products availability is low.

•Quality of Graviera Suiting is good. But company is spending very low on advertisement.

•Aw areness level of Graviera is good and it can be improved by using Electronic and print Media.

•Customers most preferred buying range is 150-200 per meter.

•Awareness level of “Mr. India “contest conducted by Graviera very is low but it will catch after some years.

•Graviera products are bought mainly for Trousers and most of the customers are not satisfied with Graviera products

SUGGESTIONS FOR PRICE

1. Range of the product should be more like Raymond & Siyaram.2 Rates should be firm. They should not fluctuate from time to time.3. Due period should more since as comparison to others competitors like Raymond,Siyaram etc.due period of Graviera in very short that should be increased.4. Term & conditions which are imposed on the retailers & dealers should be liberalized to increase the sales.5 Discount Policy should be improved.(Cash discountshould be increased.)

Suggestions for promotion

1. Advertising awareness of Graviera is very less in comparison to other brands l Like Raymond& Siyaram2. Advertisement should be there advertising media should be T.V. (DD ,Zee TV)just before starting or in between the popular programmed.3. The organization should start gift or incentive schemes directly for the customers like,cupan & draw scheme etc.4. There should be gift or incentive schemes directly for the retailers which should at least equal to other Competitors like Raymond &Siya ram etc.5. Low class customer cannot understand the contest of advertisement therefore advertisement should be simple and understandable to common customer.

6. Posters should be attractive, impressive and ideas in a posters should be latest and should not be old ones.7. Models should be impressive and well known.8. Short boards and hoardings should be given to retailers to put in front of their short to increase publicity.9. Banners should be given to the retailers so that they can advertise particularly in Junjunu.10. There should be direct communication with retailers in Rajasthan.

SUEGGESTION FOR THE PRODUCT

1. Designing of the product is very poor hence it should be improved and should be according to the taste of customers.2. There should be more designs.3. Color should be latest and according to the customers taste.4. In many cases it is found that mill continues with the production of same color for a long period of time.5. More color varieties should be introduced into the market.6. Finishing of the product should be good.7. Mill should launch the product in advance and according to customers taste.8. In most of the cases it is found that mill launch the product when its fashion is near to its end.

LIMITATION OF THE STUDY

1. Biasness may be entered in the sampling or data collectionat some places.2. There was no secondary data available so the researchers have to start from very beginning.3. Information collected may some distance from the actual information due to lack of some Respondent’s interest.4. The time available for the survey difficult to get the suitable data from the big cities.