TERM PAPER OF

ESSENTIALS OF
MARKETING

Topic- MARKETING PLAN OF REID AND

TAYLOR
T-SHIRTS

SUBMITTED TO: SUBMITTED BY:

MR.LOKESH JASRAI (Lect.) SUMIT KUMAR
ROLL.- RR1814A17
REG. NO. -10805838
 ACKNOWLEGMENT

Firstly, i would like to give special thanks to my

teacher Mr. LOKESH JASRAI who give me such
type of opportunities to write my own views and
ideas on a particular topic so that i can increase my
knowledge about this topic and i can represent
myself as good as i can.
Secondly i also thanks all my friends to help me to
complete this project at every time.
INTRODUCTION OF RAID AND TAYLOR T-
SHIRTS:
REID AND TAYLOR T-shirts are multi-functional
garment worn by all age groups as innerwear and
outerwear. They are simply constructed garments
that consist of a front and a back, sleeves and a
neckline. A few styles may also have pockets. Many
styles are now considered unisex.
Fashion maybe reflected in oversize styling, deep
armhole, cutoff lengths and fitted body. Seasonal
changes in T-shirts maybe reflected in sleeve
length, color and fabric weight. Reversible T-shirts
may be made with two layers of fabric. Plain T-shirts
are often referred to as Blanks for the imprint
market. Printed T-shirt, which appeal to both males
and females, provide humor, ideas or interests. They
provide identity through screen printed or heat
transfer applications of lettering, logos and licensed
designs. Designs provide intrinsic appeal beyond
the intrinsic value of the garment.
MARKETING MIX OF RAID AND TAYLOR
T-SHIRTS: (PRODUCT, PRICE ,
PLACEMENT AND POSITIONING)
PRODUCT:
In simpler terms, product includes all features and
combination of goods and related services that a
company offers to its customers. So the RAID AND
TAYLOR product includes itsT SHIRTS , SHIRTS
,CASUAL APPERALS, etc along with its after-sales
services and all are included in the product
development strategy of the REID AND TAYLOR .
However, a serious criticism can be raised here in
terms of how marketing mix analysis will cater for
companies such as GLOBUS,WEST
SIDE,LEVIS.ADIDAS ,ETS as they don't possess
tangible products
Product is the most important aspect of marketing
mix for two main reasons. First, for manufacturers,
products are the market expression of the
company's productive capabilities and determine its
ability to link with consumers. So product policy and
strategy are of prime importance to an enterprise,
and product decisions dictate the scope and
direction of company activity. Moreover, the market
indicators such as profits, sales, image, market
share, reputation and stature are also dependent on
them. Secondly, it is imperative to realise that the
product of any organisation is both a component
and a determinant of the marketing mix as it has a
great influence on the other elements of the mix:
advertising, personal selling, channels of
distribution, physical distribution and pricing. So
without proper product policy, a company can not
pursue for further elements of marketing mix.

PRICING:
Pricing is basically setting a specific price for a
product or service offered. In a simplistic way, price
as the amount of money that customers have to pay
to obtain the product. Setting a price is not
something simple. Normally it has been taken as a
general law that a low price will attract more
customers. It is not a valid argument as customers
do not respond to price alone; they respond to value
so a lower price does not necessarily mean
expanded sales if the product is not fulfilling the
expectation of the customers.
Generally pricing strategy under marketing mix
analysis is divided into two parts: price
determination and price administration (ibid).
PRICES OF DIFFERENT T-SHIRTS:
HOSLEY NEW ERA- range from Rs.1000 to Rs.8000
FERDOS NEW ERA- range from Rs.200 to Rs.800
Price determination is referred to as the processes
and activities employed to arrive at a price for a
product including consideration of relative prices of
products within the same line, and differences in
price for similar products of differing grades and
qualities.
Price administration is referred to as the activities
involved in fitting basic prices to particular sales
situations such as geographic locale, functions
performed by customers, position of distribution
channel members, or special sales situations. REID
AND TAYLOR t shirts is that where different prices
are set in different geographical areas considering
the difference in patterns of usage as well as
varying advertisement costs.

PLACEMENT:
Placement under marketing mix involves all
company activities that make the product available
to the targeted customer. Reid and taylor company
uses various factors such as sales, communications
and contractual considerations, various ways of
making products available to customers can be
used . Reid and taylor involve a whole chain of
wholesaler retailers to reach its customers. On a
general note, while planning placement strategy
under marketing mix analysis, companies consider
six different channel decisions including choosing
between direct access to customers or involving
middlemen, choosing single or multiple channels of
distributions, the length of the distribution channel,
the types of intermediaries, the numbers of
distributors, and which intermediary to use based
on the quality and reputation.
Promotion :
Promotional strategies include all means through
which a company communicates the benefits and
values of its products and persuades targeted
customers to buy them . The best way to understand
promotion is through the concept of the marketing
communication process. Promotion is the company
strategy to cater for the marketing communication
process that requires interaction between two or
more people or groups, encompassing senders,
messages, media and receiver.In Reid and taylor
company the advertising agency, or both; the media
used in the process be salesmen, newspapers,
magazines, radio, billboards, television and the like.
The actual message is the advertisement or sales
presentation and the destination is the potential
consumer or customer, in this t shirt users.

MARKETING STRATEGY OF RAID AND

TAYLOR T-SHIRTS
(SEGMENTATION,TARGETTING AND
POSITIONING):
1. SEGMENTATION:
(a )GEOGRAPHICAL SEGMENTATION:
The company has made t shirts according to the
climate condition of areas where people live.
Because it os trend that t shirts is only for summer
days,by overcoming this company have made
wollen trendy t shirts for people living in hilly areas.
(b) GENDER:
The company has exclusive products for men and
womens both,so that company can capture more
marketing area,in the exclusive showrooms of the
company there are different segments of men and
women so that both can select product according to
their needs.
(c) AGE:
The company has products for all the ages I;e.
kids ,adults,etc. So that it has wide range of product
line.
(d) INCOME LEVEL:
Taking in the mind to target the whole customer the
company has two brands, first brand HOSLEY for
higher income status or those having a large
amount of money to spend and FERDOS for lower
income status or for those who are not able to bye
costly things.
2. TARGETTING:
(a) As the company is also concern towards the
people in hilly areas.even though it is more
concentrated towards targeting the people living in
warm climates. Because they are the ultimate
customer of t shirts.
(b) The company have different brands for men and
women,so that both feels that thay are choosing
their own brands,not the substitute of one thing.
(c) The company is more targeted towards its youth
customers, because they are the only one who
repeadly wants a change in their taste and
preference so that the company can do more
experiments on the products related to them.
(d)As the company wants to have a good brand
image so it is more targeted towards the skimmed
marketing as it has more premium markets.
3.POSITIONING:
The RAID AND TAYLOR has a brand In the in the
mind of people,by above strategies that it has
product for all the peoples. So people adopt its
product very easily and friendly.
The company has main target that is COMFORT
WITH DURABILITY,that hits the mind of people
more, that if I will purchase its products then it will
give me a trendy look which also last for a long time.
The theme of the is also that it always genetare
product with new generation. So consumers has in
the mind that whatsoever product I am going to
purchase will always be of new generation look.
Working with others :
As mentioned above, the most successful
creative businesses take a ‘T-Shirts and
Suits’ approach to business development,
combining creative talents with best
business practice. Very often this is
achieved by a partnership or larger team.
Very soon, therefore, the question arises
about the ownership and control of the
enterprise as more people become
involved. Company structures can offer
various possibilities for ownership and
control through the issuing of shares to
stockholders and the appointment of
company directors. Though company law
differs from country to country, there are
usually a range of structures that can be
created within the framework of a ‘limited
company’, including ‘not for profit’ (more
accurately non-profit-distributing’) options
and constitutions suitable for co-operatives
and social enterprises.

SWOT Analysis:

1.Strengths: REID AND TAYLOR are the

original, authentic jean. They were a hit with
baby boomers decades ago when they were in
their teenager years. Another is that they
stood for something beyond profit. The family
took pride in providing quality products,
personal service, and fair treatment. The
family name and tradition was associated with
respect for people—customers, employees,
and the community.

2.Weaknesses:The company began to rapidly

lose market share to newer, trendier, more
aggressive brands and designer labels. The
REID AND TAYLOR brand lost luster and
relevance to the younger generation. REID
AND TAYLOR T shirts are perceived to be their
“parent's t-shirts.” For that reason they will
wear anything else but a pair of REID AND
TAYLOR. This perception is an ongoing
marketing problem and the company is
struggling to find a way to reverse the brand's
fortunes. Their tradition of promoting within
may have started their dark side. Long-term
managers became used to doing things a
certain way, and kept new ideas and new
blood at a distance. Since the company was so
committed to its employees, it kept the
younger recruits with new ideas from finding
a place. They were so inwardly focused, that
they missed the great changes occurring in
the fashion world. Their main flaw was that
they did not have a clear developmental
strategic plan, did not pay attention and learn
new technologies, and did not keep track of
the competition, market and consumer tastes.
3.Opportunities: In today’s society, the
consumer is becoming more leisure oriented,
and wears T-shirts more often. REID AND
TAYLOR is still on top, and hold the majority of
the market share in T SHIRT sales. Their
biggest opportunity is to expand their market.
Mega retailers like K-Mart, Wal-Mart, and
other large retailers do not currently sell REID
AND TAYLOR. It would be a great opportunity
to the company.

Threats: Styles change as fast as people

do, and brand name items are the main
things to be measured. So it has a threat of
being old. Competitors: GLOBUS, WEST
SIDE , LEVIS’ , PANTALOONS , etc.
CONCLUSION: As the company is doing all the perfect
things to satisfy its customers still it has to work
continuously because change in the fashion world is
constant and anyone can switch to other brand if he/she
done not find any new thing new in the product. And by
that way company can satisfy its customers
systematically.
REFRANCES:
1.www.google.com
2.www.wikipedia.com
3.www.scribd.com
PHILIP AND KOTLER MARKETING MANAGEMENT